A Summer Training Report on

MARKETING RESEARCH AND CUSTOMER BEHAVIOR

Submitted in the partial fulfillment of degree of Bachelor of Business Administration(Banking and Insurance) (2009- 2012) Under the guidance of: MS. KALPANA VEDMITRA Faculty, FIMT Submitted by: MANISH KUMAR Enrolment No. 04990101709
BBA(GEN) 6th Semester

FAIRFIELD INSTITUTE OF MANAGEMENT AND TECHNOLOGY Affiliated to Guru Gobind Singh Indraprastha University, Delhi. Kapashera, New Delhi- 110037
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STUDENT DECLARATION

I hereby declare that the project entitled Marketing Research and the Customer Behavior for the Cross Roads Services under the guidance of Mr. Vinit Rana (CEO Of Adelmira Marketing India) submitted in the partial fulfillment of degree of bachelor in business administration (BBA) from Fairfield Institute of Management and Technology, New Delhi. This is my original work and this project work has not formed the basis for the award of any Degree to the best of my knowledge.

MANISH KUMAR Enrollment No.: 04990101709 BBA (GEN) VIth SEM

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CERTIFICATE

This is to certify that the project entitled Marketing Research and Customer Behavior for the Cross Roads is the bonafide work carried out by Manish Kumar student of bachelor of business administration (BBA), in partial fulfillment of the requirements for the award of the Degree of BBA and that the project has not formed the basis for the award previously of any degree to the best of my knowledge.

Signature of the Guide: Ms. Kalpna Vedmitra Place:

Date:

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ACKLOWLEDGEMENT

It is said, The most important single word is we and the zero important single word is I . This true even in today s modern era. It is absolutely impossible for a single individual to complete the assigned job without help and assistance from others. It is my greatest pleasure to acknowledge sincere gratitude towards Mr. Vinit Rana (C.E.O) Adelmira Marketing India Delhi, for the completion of the project work. I would also like to acknowledge to my sincere gratitude to the Principal of my institute and my project guide Prof. Kalpna Vedmitra for helping me in this project work. I am thankful to all of my friends and batch mates for their help in completing this project work. Finally, I am thankful to my entire family members for their great support and encouragement.

Manish Kumar

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Executive Summary

The objective of the project was to do Market Research and customer Behavior for the Cross Roads Services for that we have to understand the customer needs, response and emotions so that they can contribute their time for becoming its member and advisor for the company. The objective of this study was to analyze consumer satisfaction of mechanical spicing in Delhi and NCR regions with respect to the performance, sales efforts and sales services. As the company was new and it was yet to be marketed to a large number of customers, it was essential to know the feedback of customers in order to formulate effective marketing and sales strategies in future and improve the quality of service to a achieved better consumer satisfaction. The site visits and companying made us possible to measure the satisfaction of consumer by identifying the attributes, which gave consumer-varying degrees of satisfaction. Questionnaire based on company format some attributes like requirement of customer and sales services offered by company were identified as critical motivational factors for proving satisfaction to consumers, while other factors like contact numbers, services time etc. For this a questionnaire was prepared which gave a vague idea about the people who were really interested and wanted to know about various new opportunities in the service sector. Go through questionnaire in different-2 area and people in the Delhi and NCR cities. The study was taken for Delhi and NCR region.

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CONTENTS

Serial No. 1.

Particulars Introduction i. Introduction ii. Introduction to the topic iii. Importance of the topic

Page No. 7-10 8 9 10 11-20 12 13-16 17 18 18 19 20 21-24 22 23 24 25-26 27-28 29-30

2.

Company Profile i. About us ii. Procedures And Steps iii. Process iv. Product And Services v. About Cross roads vi. Services offered by Cross Roads vii. Why customer choose Cross Roads

3.

Scope of the work i. Scope of the Study ii. Objectives of the Study iii. SWOT Analysis

4. 5. 6.

Case study Conclusion Biblography

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INTRODUCTION

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INTRODUCTION

Whenever we are on road there is uncertainty there is risk. The risk cannot be averted. The risk is uncertainty of the financial and time loss (like emergency breakdowns in car and bike etc). We dont have any command on uncertainties. This makes it essential that we think in favor of a device that becomes instrumental in spreading the loss. It is this context that we think about emergency breakdown service providers. Protection against the possible chances of generating uncertain losses of time and money. It eliminates worries and miseries of losses or destruction or property and time. Services are a contract between you and a service provider company which provides you services during the contract term. Buying services is extremely useful if you are the owner of your car or bikes. You and your family can remain secure because of the services that you have purchased. The primary purpose of the breakdown services is to provide services during you are in emergency situation in anywhere within the companys region allowed. In this field many more company are coming in the last decades which gives you the services in the emergency situation. Any journey wasnt designed to be risk free. But the key is not to eliminate risk, but to estimate it accurately and manage it wisely. Means any journey doesnt planned that it will be risk free from car or bike breakdown. It may be breakdown occur or not but when you purchased services from any company then you can save you from a lot of problems and can reach your destiny easily.

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INTRODUCTION OF THE TOPIC

The purpose of this training was to have practical experience of working within the organization, in the field of marketing and have exposure to the important management practices in field of marketing. While writing this report the language has been keep simple and the entire discussion has been logical and has coherent outlines. The main motto of the project work was Market Research and customer Behavior of Cross roads Services, Delhi. It include through market research in various services which are provided by the cross roads. And in detail consumer satisfaction response analysis, by surveying number of consumers.

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IMPORTANCE OF THE TOPIC

The project report is all about market research to find out best services of Cross Roads Services, Delhi. And to mouser the satisfaction level of consumer of Cross Roads. Market research helps Cross Roads Services about the best services purchased by its consumer satisfaction level helps to know whether the consumer is satisfied by the services of Cross Roads Services.

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COMPANY PROFILE

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COMPANY PROFILE

About us
Adelmira Marketing India established in November 2010 with a clearly defined goal of becoming one of the biggest marketing companies over the globe, our firm has been the authorized channel partnership of two major brands. It started its operation on Dec 2010 with a team of young, talented and enthusiastic people having professionalism as one of their character trait, aiming to provide best services to the customers and best value for the company. Adelmira means nobly famous, we here in adelmira marketing aims at revolutionizing the market with set of new values and setting new trends by attaining that spot through the true players of market now a days, i.e. Customers. We are the authorized channel partner of big brands like CROSSROADS SERVICES and AIRTEL DTH. Adelmira Marketing India (AMI) strives to be a visionary organization not an organization with a vision.

Procedure and Steps

We provide four distinct, clearly differentiated end to end services, each utilized proven process that have been carefully refined and validated over client engagements. Process such as:

Strategic Planning. Brand Development. Marketing Services. Development Services.

All these processes are defined under:-

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Strategic Planning

Strategic planning is basically an organizations process of defining its strategies or directions and making decision on allocation its recourses to pursue this strategy, including its capital and people. In our Strategic planning the formal consideration of our organization's future course. All strategic planning deals with at least one of three key questions: "What do we do?" "For whom do we do it?" "How do we excel?" In Adelmira marketing india, this is viewed as a process for determining where our organization is going over the next 3 to 5 years. In order to determine where it is going, we need to know exactly where we stand, then determine where we want to go and how it will get there. So Adelmira marketing india fix a strategic plan for next 3 to 5 years is that to become a very big marketing firm in India. While strategic planning may be used to effectively plot a company's longer-term direction, one cannot use it to reliably forecast how the market will evolve and what issues will surface in the immediate future. As per the nature and type of business that our clients have we define the type of techniques to use such as:

Strength, Weakness, Opportunities and Threats (SWOT) Analysis. Political, Economical, Social and Technological (PEST) Analysis. Socio-Cultural, Technological, Economic, Ecological, and Regulatory (STEER) Analysis.

Environment, Political, Informatics, Social, Technological, Economic and Legal (EPISTEL) Analysis.

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Strategic planning outline

Business Trends Analysis. Market Analysis. Competitive Analysis. Market Segmentation. Marketing-Mix. SWOT Analysis. Source of Information.

Brand Development
We use innovation and new ideas for the promotion of brands as per the clients requirements, budget and usage. Our Brand creation enrichment programs get to the least of what matches your companys demands and reputation successfully building the perception in the market place that you are better than anyone else at delivering what your customers want. Brand development is a deliberate approach to working with brands, both internally and externally. The most important driving force behind this increased interest in strong brands is the accelerating pace of globalization. This has resulted in an ever-tougher competitive situation on many markets. A products superiority is in itself no longer sufficient to guarantee its success. The fast pace of technological development and the increased speed with which imitations turn up on the market have dramatically shortened product lifecycles. The consequence is that product-related competitive advantages soon risk being transformed into competitive prerequisites. For this reason, increasing numbers of companies are looking for other, more enduring, competitive tools.

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Marketing Services

Marketing research based on the nature or concept of the business that a client is having conducted. There are two types of modes we use for market research:

Primary Research or Field Research. Secondary Research or Desk Research.

Primary Research or Field Research: - In this type of marketing services we directly meet to customer and tell them about the product and gathered the information. In this research type we make a questionnaire about the product information that what is the quality which the customers most like. In this research we are finding the potential customer which has to need the product. It is helpful for the marketing the product and gathered the information for the next research.

Secondary Research or Desk Research:- This is the another type of marketing services which we provides our clients. In this research we analysis and interpret the gathered data which are collected by the primary research. From this research we find out the limitations and strength of the product. In this research we are trying to cover the limitations and the converting them to the strength of the product marketing. We also include the buying behavior of the customers towards a particular product or services whether it is B2B Buying Behavior.

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Development Services

Our project management system guides the development and implementation of corporate identity programs, advertising, media surfing, interactive programs, direct marketing, pre-post sales support, market research etc, which helps in development of a particular brand in the industry. Direct Marketing: - Direct marketing is a channel-agnostic form of advertising that allows businesses and nonprofits to communicate straight to the customer, with advertising techniques such as mobile messaging, email, interactive consumer websites, online display ads, fliers, catalog distribution, promotional letters, and outdoor advertising. Advertising:- Another form of direct marketing, advertising are marketing materials that are inserted into other communications, such as a catalog, newspaper, magazine, package, or bill. This is the best way of development services which we provide our clients. Market research:- Market research is any organized effort to gather information about markets or customers. It is a very important component of business strategy. Market Research is a key factor to get advantage over competitors. Market research provides important information to identify and analyze the market need, market size and competition. Pre post sales support:- Pre- Sales support is handled through help desk, live chat and phone. Queries from potential customers prior to purchasing for a plan are handled. The in-depth details of the plans, inclusion and exclusion of components and features in a plan, features of the plan, comparison between plans, billing/payment methods, walking through the sign up process are handled. Thus Adelmira marketing company provides a benchmark for the development services of its client organization.

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Process

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Product and Services

Cross Roads Services. Airte DTH Sevices.

About Cross Roads

CROSS ROADS is Indias leading car and bike helpline service provider company since 1999. It is an ISO 9001:2000 certified company with service provides 24*7*364. Average number of customer complaint, we handle are around 700 n whole Delhi and NCR Region. Crossroads car helpline - a brand promoted by Action India Pvt Ltd, are the pioneers to conceptualize and set up one of its kinds India s First 24 Hours On Road Rescue and Repair Services for cars and two wheelers at only Rs. 499. With almost 12 years in the business, Cross Roads stands to its pride of having served around 2.8 Mn motorists across Delhi/NCR. With around 2.8 lac registered members, we attend 700 distress motorists across Delhi/NCR daily. We are available on all Airtel mobile phones and landlines at 52630. Insuring and ensuring its customers against car breakdowns on roads, reaching to their rescue within least possible time as promised. They provide best possible help and solutions to a motorist at any given point of time keeping them mobile throughout their journey and help them reach their destination safely. We are committed to offer Sense of Security Peace of Mind to all our customers. Our rich experience in On road rescue and repair services has helped us to be more innovative and creative in our offering of care through over 100 fully equipped service vehicles which are manned round-the-clock by well trained technicians, latest tool kits all critical and essential genuine spare parts. Our main motto is to provide more services customer so they can be satisfied from us and belief on us because we think that customers are our King and we are only servant to serve him.
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Services offered by Cross Roads

Round the clock on road services available within Greater noida, Delhi, Gurgaon, Faridabad, Sahibabad and Ghaziabad city. Reaching within 30 minutes of receiving a call from the member. Petrol upto 5 liters at actual cost will be provided in case of emergency. Replacement of punctured tyre with Stepney, no labor charges. Free towing is provided up to 10 km. or to the nearest service station whichever is less. Beyond this distance towing charges @ Rs.30/- per km. shall be charged by Our Fleet of Vans/Cars. If the car is not in a position to be repaired or towed, free dropping to the required destination within Delhi, NCR will be provided. Free dropping facility of member at nearest clinic in emergency.. Free on road lock out assistance service. Free Jump-start service. Discounted spare parts, batteries etc.

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WHY CUSTOMER CHOOSE CROSS ROADS SERVICES?

Customer should choose cross roads between many services providers because it is the Indias leading car and bike emergency breakdown services provider since 1999. Another reason is that cross roads provides services 24 hours. It is also ISO 9001:2000 certified company. There are also some reasons for believe on us which is mention under: The pioneers to conceptualize and set up first car helpline in India . More than 11 years experience in this industry. Fleet of over 100 vehicles positioned across Delhi/NCR to cover the entire area. All service vehicles are connected with wireless handsets facilitating two-way communication. Presently catering to a satisfied customer base of approx. 2.8 lakhs in Delhi/NCR. Vehicles are equipped with latest tools for faster repair and replacements. Acknowledged as a critical service provider by Ministry of Telecommunication and have been allotted a 4-digit number, 1922 which is meant only for government government recognised and approved social services across various categories.

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SCOPE OF THE STUDY

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SCOPE OF THE STUDY

Need for measuring customer satisfaction.

Customers are too good to be to lose ...lets keep them happy!

Customer is the king.

In the era of cutthroat competition and economic recession, above axiom has more importance than ever before.

Marketing starts with the customer and ends the customer. -Peter Ducker. So no organization, small or big ignores the customers.

Earth is not the center of universe but revolves around the sun. -Copernicus. Similarly, we have come to believe that business firm is not the center of economic universe but revolves around the customer.

Build customers and not only products.

Building customers is not a single step exercise but a process.

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OBJECTIVE OF THE STUDY

To determine the present position and satisfaction of customer in Cross Roads Services. The main objectives of the project was to analyze customer satisfaction of Cross Roads Services in the region of Whole Delhi and NCR. And also the present position of the company.

To determine the market value of its competitors in same services.

The second objectives of the project was to determine the market situation, value of the different services company available in the market. There was a tough competition for the brand in the market. Therefore to get establish, company had to make its competitors analysis and need to determine where do they stands.

Responses of customers.

Responses from the customers were collected through field survey.

Benefits derived by assessing customers satisfaction are: 1. Feed back to organization regarding product and services. 2. Understand customers requirements. 3. Providing superior services to customers. 4. Formulation Sales Strategies. 5. Strengthen the relationship with customers.

Identify pros and cons of the brand.

This was a fundamental objectives of the whole research. Company wants to identify that where does the brand lack. In other words, what are the brands so that it can rectify then in order to establish the brand in the market. Suggestions and recommendations. The objectives of the research was not only to find out the problems but also the identification of solutions or suggestions of the problems.
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SWOT analysis of Cross Roads SWOT Analysis is refers to the Strength, Weakness, opportunity and threats analysis of the company Cross roads Services. Here I am analysis the Swot analysis for the Cross Roads which I have found during my training time at the field work. Strength:- Main Strength of the Cross Roads is the its approx 2.8 lacs customer in whole Delhi and NCR area. Some other strength also defines under which are: 100 fleet fully equipped vehicle. Services within 30 minutes. New machinery for quick solutions. Certificate from ISO 9001:2000 Services providing 24*7*364. Weakness:- Big organization as well as small organization weakness of an organization cant permit to survive in the market in longer time. So every company has to come over. its weakness point. Some weakness is defines of cross roads which are as under: High Price. Limited region. Expense on marketing. Narrow thinking of the customer. Less marketing area. Opportunity:- Opportunity defines the way where any company do very good and can survive longer time in the market. Cross roads have also much opportunity for surviving in the market longer time which are: Expand the services region. Increase more vehicles for give service in more region. Catch attention of the customer. Include more marketing area.
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CASE STUDY

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CASE STUDY Customer Name Date Place : : : Mr. Kamal Deep 18/07/2011 Dwarka Metro Station.

At the date of 18/07/2011 I meet Mr. Kamal Deep at Dwarka Metro Station during my summer internship training. That day I can not forget because the Kamal Deep is so exited to know about our product Cross Roads Services. Firstly I give him information about our product. After I told him about our product services he asked me his query. His query was mentioned under:Kamal Deep : How can you say that it will provides services within 30 minutes after my call? Ans:: I told him that sir our company have 100 fleet fully equipped vehicle for the fast services. In which 80vans and 20 bikes are included. Our vehicle can found in every 5km radius in Delhi and NCR region. When you call us we send the request to your nearest vehicle with wireless transmission. So we can able to provide you services within 30 minutes. Kamal Deep : It is costly for me. Ans:: Sir it is not so costly because our company added some more vehicle for quick

and easy services providing. So Rs 499/- I dont think it is so costly for the one year subscription. Kamal Deep : which area you covered for providing services? Ans : our company provides services for whole Delhi and NCR area. Anywhere you

are in problems you can call us for quick and easy services. Kamal Deep : How can I believe on you? Many companies are providing these services? Ans : Sir, do you know about MTNL, Which is Govt. Company. MTNL Provides us

four digits 1922 pin which is provided only for the emergency services providers. So, Sir you can believe on us. Sir you are many companies are in this field but sir we are the first in India who provides these service for bikes and cars. Kamal Deep : Ok, I am satisfied with your company and I will think on it. I will call you later. Thank you!!!
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CONCLUSION

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CONCLUSION

There are many companies which are provides services like Cross Roads. But if any company has to stand in the market then it will have to do extra. It have to understand its competitors policy and make the different policy which can easily defeat the its competitors in the market. During my training I observe that cross roads is not fully marketed in the whole Delhi and NCR region. So it has need to more marketing for capture the market. The main drawback of the company is that its price. Its price is higher than it competitors companies so when people know that other companies provides like this services then they cant interested in this company. The company should increase the its working range from Delhi and NCR region. Cross roads should give the knowledge in everywhere in Delhi as well as Whole India. Because it is the indias first company who provides services for the bike and cars so it need to more marketing in the all the region. After conducting market research for Cross Roads Company we come to know different needs of consumers, their valuable suggestions, responses to the different questions. With this information we can conclude that there is a need for good market awareness about Cross Roads.

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BIBLOGRAPHY

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REFRENCES

Computer websites www.adelmira.com www.crossroadshelpline.com www.wikipedia.com

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