Poulomi SIP Report PDF

SUMMER INTERNSHIP
REPORT
“ To study the impact of parental buying behavior of child

monitoring application to prevent cyber bullying ”
done at
SPACENOS
By
Poulomi Das
MBA19K10
Under the guidance of
DR. Manoj Gadre, Associate Professor, Marketing Department

&
Mr. Venkatesh Devale, CEO & Founder, SPACENOS
Summer Internship Report, Pune Institute of Business Management, Pune
ACKNOWLEDGEMENT
With many thanks to my supervisor DR. Manoj Gadre for his guidance and continuous motivation
during this research. To Mr. Venkatesh Devale, external mentor during the internship, for his
support and encouragement throughout the process.
I owe my deep regards to Ramanpreet sir (chairman), for giving me this wonderful opportunity to
experience organizational culture and providing appreciable guidance inspite of having busy
schedule managing corporate affairs.
Furthermore, to my fellow mates and participants for providing insights and participate into my
primary research actively sacrificing their time, without this, the research would not have been
possible.
Finally, my sincere gratitude to my parents for their constant blessing over me.
Poulomi Das
1
COMPANY CERTIFICATE
2
To Whomsoever It May Concern
This is to certify that the Project Report titled To study the impact of parental
buying behavior of child monitoring application to prevent cyber bullying, is an
authentic work carried out by Ms. Poulomi Das from MBA- Marketing 2, Batch
2019-21 of IAEER’s Pune Institute of Business Management, Pune as a fulfillment
of MBA/ PGDM Course. He/ She has worked under our guidance and satisfactorily
completed his/ her project work.
Place: PUNE Date: 30th July, 2020
Signature of Internal Guide
Signature of Director / COE
3
CONTENTS
ACKNOWLEDGEMENT ............................................................................................................................. 1
COMPANY CERTIFICATE .......................................................................................................................... 2
PROJECT SYNOPSIS ................................................................................................................................. 5
EXECUTIVE SUMMARY ............................................................................................................................ 6
OBJECTIVE OF THE STUDY ....................................................................................................................... 7
ABOUT THE SECTOR ................................................................................................................................ 8
ABOUT THE COMPANY ......................................................................................................................... 10
INTERNSHIP SUMMARY ........................................................................................................................ 13
PROJECT DESCRIPTION.......................................................................................................................... 14
DATA INTERPRETATION ........................................................................................................................ 18
FACTOR ANALYSIS................................................................................................................................. 34
HYPOTHESIS TESTING ........................................................................................................................... 37
LEARNINGS AND FINDINGS ................................................................................................................... 44
SUGGESTIONS ....................................................................................................................................... 44
REFERENCES .......................................................................................................................................... 45
APPENDIX ............................................................................................................................................. 46
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PROJECT SYNOPSIS
PROJECT TITLE To study the impact of parental buying

behavior of child monitoring application to
prevent cyber bullying
COMPANY NAME SPACENOS
STUDENT NAME Poulomi Das
ROLL NO. MBA19K10
PROJECT GUIDE (External Mentor) Mr. Venkatesh Devale
DESIGNATION CEO & Founder
PROJECT GUIDE (Internal Mentor) DR. Manoj Gadre
DESIGNATION Professor, Department of Marketing
CONFIDENTIAL REPORT No
DURATION OF PROJECT 10th April, 2020 – 30th June,2020
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EXECUTIVE SUMMARY
This report has its roots since the evolution of digital era which also gave birth to cyber bully like
digital harassment. One finding is that over 40% would do nothing if they were cyberbullied, and
only about 1 in 10 would inform adults. Students feel reluctant to report cyberbullying incidents
to adults in schools for various reasons, which are discussed in depth.
Hence companies have come up with certain monitoring applications that promises safety, security
and better digitalization. Guardians concern about the effect of the technical explosion on their
children development. Controlling, monitoring, and managing approaches are in need to help in
overcoming some of these worries. This project gives insight in approaches to monitor and control
children electronic devices. The project includes an overview of the related research efforts that
allow guardians to manage and monitor data, applications, or services available in kids’ mobile
devices. The main challenge is to balance privacy and flexibility with the ease of use.
The main purpose of this research is to know how many parents have accepted this era of digital
world without any worries and if not, are they looking for a help which will ease their concern for
their children. This survey is the base to help building up the proposed project, which will research
the different methods available for technology usage surveillance. The project will focus more on
the parental control over children’s tablet devices. The proposed application may help guardians
to not only control, but also evaluate the way their children handle and utilize the technologies
available at their tablet devices. This survey is the base part of the project that includes the
background for researching and developing the proposed application.
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OBJECTIVE OF THE STUDY
 To understand the feasibility of a launch of a software application that can help Parents to
monitor their child’s behavior over internet.
 To acquire knowledge about parameters that could bring success of our Product in the
Market
 To understand the salient Innovations required to improve the Existing product.
 To understand the scenario of cyber bully crime rate happening these days.
 To analyze the need of the consumer with respect to features in child monitoring
application.
 To understand the importance of collecting Primary data
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ABOUT THE SECTOR
Analyzing aggregate growth trends in the IT industry provides a useful but incomplete picture of
the sub-industries that are critical to its growth and the broader economy. The industry is composed
of three major sub-industry groups with related yet distinct core production activities: semi-
conductors and semi-conductor equipment, software and services, and technological hardware and
equipment. India’s information technology and back-office sector is expected to grow 7.7% in
fiscal 2020 to $191 billion, with exports touching $147 billion.
The IT-BPM industry stood at $177 bn in 2019 and is expected to grow to $350 bn by 2025. Total
revenue from IT services & BPM for FY2019-20 accounts for $135 bn. The sector is headed
towards achieving $1 tn digital economy by 2022. The country has become the global digital
capabilities hub with around 75% of global digital talent present in the country.
MARKET SIZE
IT & BPM industry’s revenue was estimated at

around US$ 191 billion in FY20, growing at 7.7 per
cent y-o-y. It is estimated to reach US$ 350 billion by
2025. Moreover, revenue from the digital segment is
expected to form 38 per cent of the total industry
revenue by 2025.
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Digital economy is estimated to reach Rs 69,89,000 crore (US$ 1 trillion) by 2025. The domestic
revenue of the IT industry was estimated at US$ 44 billion and export revenue was estimated at
US$ 147 billion in FY20.
Total number of employees grew to 1.02 million cumulatively for four Indian IT majors (including
TCS, Infosys, Wipro, HCL Tech) as on December 31, 2019. Indian IT industry employed 205,000
new hires and had 884,000 digitally skilled talents in 2019.
GOVERNMENT INITIATIVES
 On May 2019, the Ministry of Electronics and Information Technology (MeitY) launched
the MeitY Startup Hub (MSH) portal.
 In February 2019, Government released the National Policy on Software Products 2019 to
develop India as a software product nation
 The Government has identified Information Technology as one of 12 champion service
sectors for which an action plan is being developed. Also, the Government has set up a Rs
5,000 crore (US$ 745.82 million) fund for realizing the potential of these champion service
sectors.
 As part of Union Budget 2018-19, NITI Aayog was to set up a national level program to
enable efforts in AI^ and leverage AI^ technology for developing the country.
 In the Interim Budget 2019-20, the Government announced plans to launch a national
program on AI* and setting up of a National AI* portal.
 National Policy on Software Products-2019 was passed by the Union Cabinet to develop
India as a software product nation.
ROAD AHEAD
India is the topmost offshoring destination for IT companies across the world. Having proven its
capabilities in delivering both on-shore and off-shore services to global clients, emerging
technologies now offer an entire new gamut of opportunities for top IT firms in India. The IT
industry is expected to grow to US$ 350 billion by 2025 and BPM is expected to account for US$
50-55 billion of the total revenue.
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ABOUT THE COMPANY
SPACENOS TECHNOLOGIES PRIVATE LIMITED
The company started ground-up with just $100 in-hand and today, have grown to be a part of
world-changing companies in a short period.
Spacenos Technologies Private Limited is a Private incorporated on 03 August 2015. It is classified

as Non-govt. company and is registered at Registrar of Companies, Bangalore. Its authorized share
capital is Rs. 100,000 and its paid up capital is Rs. 100,000. It is involved in Software publishing,
consultancy and supply [Software publishing includes production, supply and documentation of
ready-made (non-customized) software, operating systems software, business & other applications
software, computer games software for all platforms. Consultancy includes providing the best
solution in the form of custom software after analyzing the user’s needs and problems. Custom
software also includes made-to-order software based on orders from specific users. Also, included
are writing of software of any kind following directives of the users; software maintenance, web-
page design]
CEO & Founder: Mr. Venkatesh Devale
PRODUCTS
1. ZOFFEE
Zoffee allows its users to anonymously connect with interesting strangers via role play based
chat. That way we want our users to gain confidence and share their stories without feeling they
would be judged and feel light hearted. Users were seen forgetting their reality and we had to
give them reality check alert.
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2. PROJECT GOVTECH
This project is government project based on artificial intelligence that detects the very minute
voice in order to secure any precious properties, especially for banks.
3. STOREMATO
Storemato is a platform where IG sellers can convert their IG profile into a commerce portal
for their business in one click.
Storemato uses Instagram APIs to fetch all the product listings of the seller from seller’s IG
profile & converts it into e-store or portfolio or subscription store or local store.
Features:
 Manage Orders
 Enable subscription model for your business
 Accept Payment Internationally
 Location Tracking & Dunzo Integrated
 Link to your custom domain
4. ZSECURITY
ZSecurity is a platform where parents can passively monitor their children’s chat conversation
and get alerts whenever their child receives dangerous messages from strangers. This platform
provides precaution and safety and sole mission is to protect your children online.
The best way to know where your teenagers are to have the kind of relationship with them in
which they tell you -- truthfully. But for those whose relationships are a bit strained, we have
ZSecurity for them so that they can have proper knowledge about what theirs wards are going
through.
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INNOVATIONS
1. COVIDRADAR: An application that helps people to track if they have come in contact
with potential Covid-19 victim.
2. SPACEPACK: Internal modular code packaging of Spacenos, which reduces dev time by
70%.
3. SHOPONGO: This is a concept app which is built on ideology of 'what if shops could
move virtually?'.
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INTERNSHIP SUMMARY
The task given during internship was quite diverse, and not just focused on one area. The primary
responsibility was to conduct primary research and interview questions to understand the
customer’s point of view regarding certain organizational product. Apart from research the
researcher was appointed as project manager and lined up with technical team to monitor the
buildings and production of software.
Few trainings that were given during internships are:
1) Mind mapping
2) Project Management Tools
3) Lead generation
4) Social media marketing
The intern was actively handling the social media marketing part of the company. Team and
researcher have created a digital campaign to spread awareness among people about Instagram
sellers and the credibility of it.
The researcher have undergone complete product and competitor analysis to determine the
strengths and weaknesses of the competitors within our market, strategies that will provide us
with a distinct advantage, the barriers that can be developed in order to prevent competition from
entering our market, and any weaknesses that can be exploited.
Some of the important tasks performed during internships are:
 Secondary research on different ALL-IN_ONE communication platform in order to

analyze gap in existing product.
 Analysis on NO-BUDGET marketing strategy in different platforms including both online
as well offline.
 Drafting promotional activities for the products in order to generate maximum leads.
 Managed Instagram handle of SPACENOS to gain good followers.
 Designed Terms and condition and privacy policy for the company business website.
 Listed out Instagram and LinkedIn influencers to undergo influencer marketing for our
product.
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PROJECT DESCRIPTION
Title: To study the impact of parental buying behavior of child monitoring application to
prevent cyber bullying
METHODOLOGY
This part of study defines all the process of data collection. When it comes to data collection, there
are two methods in general used by researcher to collect data, primary and secondary method.
Primary method includes observation method, interview/questionnaire method. Secondary method
is the method in which already collected data. The present study is based on combination of both
qualitative and quantitative data.
The qualitative data is collected through the sampling from the consumer. Non Probability
(Purposive sampling) is selected for the sampling purpose. The sample individual is selected who
are parents or guardians of children. The study participants are chosen based on the study’s
purpose.
Formulating Research Problem
Extensive Literature Survey
Design Research
Data Collection
Data Analysis and Interpretatio
Sample size: Determining the size of sample that is needed for a particular piece of research. For
this research 150 sample size is taken for the interviews. From this sample size the calculation of
simple percentages for each variable is done.
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VARIABLES INVOLVED
1. Independent Variable: INDEPENDENT VARIABLES are those variables that the researcher has
control over. This "control" may involve manipulating existing variables (e.g., modifying existing
methods of instruction) or introducing new variables in the research design. Whatever the case
may be, the researcher expects that the independent variable(s) will have some effect on (or
relationship with) the dependent variables. The independent variables stated above are the
effecting factors and are responsible for the change in dependent variable.
2. Dependent Variable: DEPENDENT VARIABLES show the effect of manipulating or introducing the
independent variables. For example, if the independent variable is the use or non-use of a new
language teaching procedure, then the dependent variable might be students' scores on a test of
the content taught using that procedure. In other words, the variation in the dependent variable
depends on the variation in the independent variable.
3. Mediating Variable: Also called INTERVENING VARIABLES refer to abstract processes that are not
directly observable but that link the independent and dependent variables. In language learning
and teaching, they are usually inside the subjects' heads, including various language learning
processes which the researcher cannot observe.
INDEPENDENT VARIABLE DEPENDENT VARIABLE MEDIATING VARABLE

Social cause
Product awareness
Price plans
Reviews Consumer’s buying interest
Features Technology
Time
RESEARCH HYPOTHESIS
A hypothesis is a tentative relationship between two or more variables which direct the research activity
to test it. It is a testable prediction which is expected to occur. It can be a false or a true statement that is
tested in the research to check its authenticity. In classical tests of significance, two kinds of hypotheses
are used.
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The null hypothesis (denoted by H0) is a hypothesis that expresses no relationship between variables
(independent and dependent variables). It negates any association between the variables involved in the
research.
If the working hypothesis is proved wrong or rejected, another hypothesis (to replace the working
hypothesis) is formulated to be tested to generate the desired results – this is known as an alternate
hypothesis (denoted by H1). It is an alternate assumption which expresses the relationship between
variables (i.e., there is association between independent and dependent variable).
SOCIAL CAUSE Ho: The social cause does not impact the consumer buying interest of
the product
H₁: The social cause does impact the consumer buying interest of the
product.
PRICE PLAN Ho: The pricing does not impact the consumer buying interest of the
product
H₁: The pricing does impact the consumer buying interest of the
product.
REVIEWS Ho: The customer review does not impact the consumer buying
interest of the product
H₁: The customer review does impact the consumer buying interest of
the product.
FEATURES Ho: The features does not impact the consumer buying interest of the
product
H₁: The features does impact the consumer buying interest of the
product.
TIME Ho: The time does not impact the consumer buying interest of the
product
H₁: The time does impact the consumer buying interest of the product.
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DATA COLLECTION
Two types of methods adopted namely-
1. Primary Method
Tool for collecting primary data are as follows:-
● Structured Questionnaire
● Survey and Observation
2. Secondary Method
Under secondary method of data collection information & data from the following documentary
sources have been generated:
● Different research work
● Books
● Existing products documentation ( https://www.parents.com/parenting/technology/best-

apps-for-paranoid-parents/)
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DATA INTERPRETATION
Do you have a child / children?
Frequenc Percent Valid Cumulative

y Percent Percent
No 20 13.34 13.34 13.34
Child
1 48 32 32.00 45.34
Valid
2 56 37.33 37.33 82.67
3 or 26 17.33 17.33 100.00
more
150 100.00 100.00

TOTAL
3 or
No Child
more
child
1 Child
2 child
From above figure, we can interpret that out of 150 target population, 13% of them are not having
children, 32% of them are having 1 child, 37% of them have 2 children and 17% of them have 3
or more children.
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What is the average age of your children?
Frequency Percent Valid Percent Cumulative Percent

No Child 16 10.4 10.4 10.4
Less than 10
years 68 45.3 45.3 55.7
Valid 10 - 15 years 33 22 22 77.7
16-22 years 18 12.3 12.3 90

more than 23
years 15 10 10 100
Total 150 100 100
10% 11%
12%
22% 45%
From above interpretation, we found that 11% were not having any child till date, 45% have
children less than 10 years, 22% of them have children of age 10-15 years, 12% have children of
age 16-22 years and 10% of them have children of age more than 22 years.
So our target for our product would be 0- 22 years when most of the crimes actually do happen
due to growing age.
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what is your attitude towards internet usage by the children?
The Internet provided Parental intervention for The parents should

The Internet is an The Internet
the benefit of Internet exposure ensures monitor the Internet
informal university to browsing is a positive
information to disciplined learning and exposure by their
the mankind academic activity
students development of students children
Frequency Percent Frequency Percent Frequency Percent Frequency Percent Frequency Percent
Strongly Agree 100 66.666667 122 81.33333 142 94.6667 131 87.3333333 128 85.333
Agree 23 15.333333 28 18.66667 1 0.66667 5 3.33333333 20 13.333
Valid Cannot Say 0 0 0 0 0 0 2 1.33333333 0 0
Disagree 27 18 0 0 7 4.66667 11 7.33333333 2 1.3333
Strongly Disagree 0 0 0 0 0 0 1 0.66666667 0 0
TOTAL 150 100 150 100 150 100 150 100 150 100
The parents should

The students should be Internet exposure enabled Internet exposure enabled
restrict the students to
guided by their parents the parents to facilitate the parents to understand
browse adult specific
regarding the Internet social network the issues of adult
information services in the
exposure development of students development
Internet
Frequency Percent Frequency Percent Frequency Percent Frequency Percent
Strongly Agree 132 132 100 100 138 138 146 146
Agree 11 11 11 11 12 12 4 4
Valid Cannot Say 2 2 0 0 0 0 0 0
Disagree 3 3 30 30 0 0 0 0
Strongly Disagree 2 2 9 9 0 0 0 0
TOTAL 150 150 150 150 150 150 150 150
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The Internet is an informal university to the

mankind
Strongly Agree
Disagree
Agree
The Internet provided the benefit of information

to students
Strongly Agree
Agree
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The Internet browsing is a positive academic activity
Strongly Agree
Disagree
Agree
Parental intervention for Internet exposure ensures

disciplined learning and development of students
Strongly Agree
Agree
Cannot Say
Disagree
Strongly Agree
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The parents should monitor the Internet exposure

by their children
Strongly Agree
Agree
Disagree
The students should be guided by their

parents regarding the Internet exposure
Strongly Agree
Agree
Cannot Say
Disagree
Strongly Disagree
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Specify the duration that you allow your child to use the internet a day.
Valid Cumulative
Frequency Percent
Percent Percent
Les than 5 hours 76 50.66666667 50.667 50.667
5-10 hoors 48 32 32 82.667
Valid
11-17 hours 15 10 10 92.667
more than 18 hours 11 7.333333333 7.3333 100
TOTAL 150 100 100
Less than 5 hours
5-10 hours
11 - 17 hours
more than 18 hours
In the above analysis, 51% believes that children should use internet for less than 5 hours, 32%
believes that it should be used for 5-10 hours, 10% of them says it is OK to use internet for 11-
17 hours and remaining 7% would allow to use internet for more than 18 hours a day since they
believe that most of the academic tasks are done with the help of web connections.
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Let us know your preferences for following factors that would influence you to use this
application
SEARCH ENGINES BLOGGING/WEB CHAT SOCIAL NETWORKING
FREQUENCY PERCENTAGE FREQUENCY PERCENTAGE FREQUENCY PERCENTAGE

ALWAYS 101 67 48 32 41 27
MOSTLY 35 23 32 21 18 12
VALID SOMETIMES 5 3 68 45 36 24
RARELY 8 5 3 2 51 34
NEVER 3 2 0 0 5 3
TOTAL 150 100 150 100 150 100
EMAIL USAGE DOWNLOADING MUSIC ONLINE VIDEOS VIDEO CHATTING
FREQUENCY PERCENTAGE FREQUENCY PERCENTAGE FREQUENCY PERCENTAGE FREQUENCY PERCENTAGE

ALWAYS 86 57 20 13 35 23 6 4
MOSTLY 35 23 18 12 12 8 3 2
VALID SOMETIMES 17 11 68 45 59 39 30 20
RARELY 14 9 30 20 41 27 72 48
NEVER 0 0 15 10 5 3 39 26
TOTAL 150 100 150 100 150 100 150 100
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4 5
SEARCH ENGINES 3 5% 2%
3%
2
23%
ALWAYS
1 MOSTLY
67% SOMETIMES
RARELY
NEVER
4
BLOGGING /WEB CHAT 2%
1
32%
3
45%
ALWAYS
MOSTLY
SOMETIMES
2 RARELY
21% NEVER
26
5
3%
SOCIAL NETWORKING 1
27%
4
34%
ALWAYS
2 MOSTLY
12%
SOMETIMES
3
RARELY
24% NEVER
4 5
9% 0%
EMAIL USAGE 3
11%
1
57%
2
23%
ALWAYS
MOSTLY
SOMETIMES
RARELY
NEVER
27
5 1
10% 13%
DOWNLOAD MUSIC
2
4 12%
20%
ALWAYS
MOSTLY
SOMETIMES
3
RARELY
45% NEVER
5 1
15% 13%
ONLINE VIDEOS/ VIDEO CHATTING
2
5%
ALWAYS
4 3 MOSTLY
38% 29% SOMETIMES
RARELY
NEVER
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Have you ever noticed any strange behavior in your children after the consumption of
internet started?
Valid Cumulative
Frequency Percent
Percent Percent
Yes 58 38.67 38.67 38.67
Valid No 85 56.67 56.67 95.33666667
May be 7 4.67 4.67 100
TOTAL 150 100.00 100
YES
NO
MAY BE
In above analysis, we found that 39% of target parents/guardians noticed strange behavior in
your children after the consumption of internet started. 56% of them did not witness any change
in behavior and 5% are not sure about their observation.
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Have your children ever complained to you regarding any cyber harassment he/ she is been
facing?

No 113 75.4 75.4 75.4
Valid May Be 26 17.5 17.5 92.9
Yes 11 7.1 7.1 100
Total 150 100 100
NO
80
70
60
50
40
MAY BE
30
20 YES
10
0
1 2 3
From the above interpretation, we can say that 75.4% of target population did not witness their
child complaining regarding any cyber bully to them. 17.5% of them are not sure about it and
remaining 7.1% of them says that they have been complained regarding cyber bully faced by their
children.
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Will you be interested to be part of an android application that would help you to t rack
your child's all digital activity?
Valid Cumulative
Frequency Percent
Percent Percent
Yes 142 94.67 94.67 94.67
Valid No 0 0.00 0.00 94.67
May be 8 5.33 5.33 100
TOTAL 150 100.00 100
YES
MAY BE
In above interpretation, we found out that 94% of target parents are interested to use child
monitoring application as their daily life in order to protect them from any cyber threats. Rest
6% believe in providing space to their children and believes to trust them with internet usage or
use the application if required urgently, otherwise no.
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Have you ever discussed with your children regarding do's and dont's of internet usage ?

Yes 92 61.4 61.4 61.4
Valid No 39 26.3 26.3 87.7
May Be 18 12.3 12.3 100
Total 150 100 100
Chart Title
61.4
26.3
12.3
In this interpretation, 61.4% have discussed about dos and don’ts of internet with their children,
26.3% did not find it necessary to discuss because they feel children are way more smart these
days. 12.3% are not sure about it.
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How would you like to use this application?
Valid Cumulative
Frequency Percent
Percent Percent
Secretly 67 44.67 44.67 94.67
Valid Letting the child know 75 50.00 50.00 144.67
Others 8 5.33 5.33 100
TOTAL 150 100.00 100
Secretly
Letting the child know
Others
In this interpretation, 45% of target population wants to install the application and track their
children secretly, but 50% wants their children to know about it and then install it. They do
believe in respecting their children’s privacy and wants to protect in case when ask for it.
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FACTOR ANALYSIS
Kaiser-Meyer-Olkin (KMO) Test is a measure of how suited your data is for Factor Analysis. The
test measures sampling adequacy for each variable in the model and for the complete model. The
statistic is a measure of the proportion of variance among variables that might be common
variance. The lower the proportion, the more suited your data is to Factor Analysis.
 KMO values between 0.8 and 1 indicate the sampling is adequate.

 KMO values less than 0.6 indicate the sampling is not adequate and that remedial action
should be taken. Some authors put this value at 0.5, so use your own judgment for values
between 0.5 and 0.6.
 KMO Values close to zero means that there are large partial correlations compared to the
sum of correlations. In other words, there are widespread correlations which are a large
problem for factor analysis.
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The variance explained by the initial solution, extracted components, and rotated components is
displayed. This first section of the table shows the Initial Eigenvalues.
The Total column gives the eigenvalue, or amount of variance in the original variables accounted
for by each component. The % of Variance column gives the ratio, expressed as a percentage, of
the variance accounted for by each component to the total variance in all of the variables.
The Cumulative % column gives the percentage of variance accounted for by the
first n components. For example, the cumulative percentage for the second component is the sum
of the percentage of variance for the first and second components.
The second section of the table shows the extracted components. They explain nearly 68% of the
variability in the original ten variables, so you can considerably reduce the complexity of the data
set by using these components, with only a 9.8% loss of information.
The rotation maintains the cumulative percentage of variation explained by the extracted
components, but that variation is now spread more evenly over the components. The large changes
in the individual totals suggest that the rotated component matrix will be easier to interpret than
the unrotated matrix.
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Seeing the value above, the parameters that will play major preferences in consumer behavior are
social media track, Search Engine History Tracks, and features with values more than 0.8.
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HYPOTHESIS TESTING
The Chi-Square test is a statistical procedure used by the researcher to examine the differences
between categorical variables in the same population. The Chi-square test is intended to test how
likely it is that an observed distribution is due to chance. It is also called a "goodness of fit" statistic,
because it measures how well the observed distribution of data fits with the distribution that is
expected if the variables are independent.
INDEPENDENT VARIABLE DEPENDENT VARIABLE

Social cause
Price plans
Reviews Consumer’s buying interest
Features
Time
PROBLEM STATEMENT:
In this data set, respondents were asked to share their view point on few factors that are important
to the product to get launched in the market. Here the researcher wants to test the level of
association of independent variable with dependent variable.
Analysis 1: Ho = Social cause does not impact Consumer’s buying decision

H₁= Social cause impacts Consumer’s buying decision
Analysis 2: Ho = Price plans does not impact Consumer’s buying decision

H₁= Price Plans impacts Consumer’s buying decision
Analysis 3: Ho = Reviews does not impact Consumer’s buying decision

H₁= Reviews impacts Consumer’s buying decision
Analysis 4: Ho = Features does not impact Consumer’s buying decision

H₁= Features impacts Consumer’s buying decision
Analysis 5: Ho = Time does not impact Consumer’s buying decision

H₁= Time impacts Consumer’s buying decision
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TEST STATISTICS:
The test statistic for the Chi-Square Test of Independence is denoted Χ2, and is computed as:
where
oij is the observed cell count in the i th
row and jth column of the table
e is the expected cell count in the i
ij
th
row and jth column of the table, computed as
The quantity (oij - eij) is sometimes referred to as the residual of cell (i, j), denoted ij r
The calculated Χ2 value is then compared to the critical value from the Χ2 distribution table with
degrees of freedom df = (R - 1)(C - 1) and chosen confidence level. If the calculated Χ2 value >
critical Χ2 value, then we reject the null hypothesis.
38
Social Cause * Consumer Interest
The key result in the Chi-Square Tests table is the Pearson Chi-Square.
 The value of the test statistic is 0.742

 The corresponding p-value of the test statistic is p = 0.863.
CONCLUSION: Since the p-value is greater than our chosen significance level (α = 0.05), we do
not reject the null hypothesis.
Hence, Social cause does not impact Consumer’s buying decision (Χ2(3)> = 0.742, p = 0.863).
39
Pricing * Consumer Interest

Hence, Price Plans does not impact Consumer’s buying decision (Χ2(4)> = 3.011, p = 0.556).
40
Features * Consumer Interest

Hence, Features does not impact Consumer’s buying decision (Χ2(4)> = 3.035, p = 0.552).
41
Reviews * Consumer Interest

Hence, Reviews does not impact Consumer’s buying decision (Χ2(3)> = 1.303, p = 0.728).
42
Time * Consumer Interest

Hence, Reviews does not impact Consumer’s buying decision (Χ2(3)> = 0.563, p = 0.967)
43
LEARNINGS AND FINDINGS
o Understanding of consumer demographics and customer satisfaction levels.

o Digging into complex situations and developing data driven strategies.
o Qualitative research in order to get beneficial output for the organization.
o Segmentation analysis for different products to target right prospects.
o Predictive analytics in terms of future of the products after 5 years.
o Slight knowledge of digital marketing in terms of you tube SEO analysis.
o Identifying market solutions and marketing plans.
o Knowing and understanding about the requirement of expansion or divestment for the
existing product on the basis of consumer choices.
o Acquiring knowledge and understanding the customer expectation.
SUGGESTIONS
o COMPANY SHOULD UNDERGO INFLUENCER MARKETING DURING THIS

COVID SITUATION
o THEY SHOULD AWARE PEOPLE WITH THE HELP OF PROMOTER.
o THEY SHOULD DO MORE COLLABORASTION WITH SMALL BUSINESS AND
STARTUPS TO RETAIN AND ENRICH THE CUSTOMER ACQUISITION
44
REFERENCES
1. https://spacenos.com/
2. https://www.ibef.org/industry/information-technology-
india.aspx#:~:text=IT%20%26%20BPM%20industry's%20revenue%20was,total%20ind
ustry%20revenue%20by%202025.
3. https://www2.uwstout.edu/content/lib/thesis/2009/2009aunen.pdf
4. http://umpir.ump.edu.my/id/eprint/417/1/Nabillah_Binti_Saleh_3183.pdf
5. http://oa.upm.es/47135/1/TFM_ALVARO_FEAL_FAJARDO.pdf
45
APPENDIX
46
47
48
OOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOOO
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SUMMER INTERNSHIP

“ To study the impact of parental buying behavior of child

Under the guidance of

DR. Manoj Gadre, Associate Professor, Marketing Department

To Whomsoever It May Concern

Place: PUNE Date: 30th July, 2020

Signature of Internal Guide

Signature of Director / COE

PROJECT TITLE To study the impact of parental buying

COMPANY NAME SPACENOS

STUDENT NAME Poulomi Das

ROLL NO. MBA19K10

PROJECT GUIDE (External Mentor) Mr. Venkatesh Devale

DESIGNATION CEO & Founder

PROJECT GUIDE (Internal Mentor) DR. Manoj Gadre

DESIGNATION Professor, Department of Marketing

DURATION OF PROJECT 10th April, 2020 – 30th June,2020

OBJECTIVE OF THE STUDY

ABOUT THE SECTOR

IT & BPM industry’s revenue was estimated at

ABOUT THE COMPANY

SPACENOS TECHNOLOGIES PRIVATE LIMITED

Spacenos Technologies Private Limited is a Private incorporated on 03 August 2015. It is classified

CEO & Founder: Mr. Venkatesh Devale

Few trainings that were given during internships are:

Some of the important tasks performed during internships are:

 Secondary research on different ALL-IN_ONE communication platform in order to

Formulating Research Problem

Extensive Literature Survey

Data Analysis and Interpretatio

INDEPENDENT VARIABLE DEPENDENT VARIABLE MEDIATING VARABLE

Two types of methods adopted namely-

Tool for collecting primary data are as follows:-

● Survey and Observation

● Different research work

● Existing products documentation ( https://www.parents.com/parenting/technology/best-

Do you have a child / children?

Frequenc Percent Valid Cumulative

150 100.00 100.00

What is the average age of your children?

Frequency Percent Valid Percent Cumulative Percent

Valid 10 - 15 years 33 22 22 77.7

16-22 years 18 12.3 12.3 90

what is your attitude towards internet usage by the children?

The Internet provided Parental intervention for The parents should

The parents should

Frequency Percent Frequency Percent Frequency Percent Frequency Percent

The Internet is an informal university to the

The Internet provided the benefit of information

The Internet browsing is a positive academic activity

Parental intervention for Internet exposure ensures

The parents should monitor the Internet exposure

The students should be guided by their

Less than 5 hours

more than 18 hours

SEARCH ENGINES BLOGGING/WEB CHAT SOCIAL NETWORKING

FREQUENCY PERCENTAGE FREQUENCY PERCENTAGE FREQUENCY PERCENTAGE

EMAIL USAGE DOWNLOADING MUSIC ONLINE VIDEOS VIDEO CHATTING

FREQUENCY PERCENTAGE FREQUENCY PERCENTAGE FREQUENCY PERCENTAGE FREQUENCY PERCENTAGE

Frequency Percent Valid Percent Cumulative Percent

Frequency Percent Valid Percent Cumulative Percent

How would you like to use this application?

Letting the child know