Summer Training Report

On

Research study on degree of awareness of people towards Imperfect as an NGO through

print media

Completed In IMPERFECT- A Journey towards Perfection

Submitted In Partial Fulfillment

Of the Requirement of Masters of Business Administration

Corporate Mentor: Submitted By:

Name: Surjeet Singh Name: Ankit Pundir
Designation: Marketing Head Enr No: 01235103916
Organization: IMPERFECT- A Journey towards Perfection Batch: 2016-2018

Submitted to: Mr. Samarth Singh (Professor)

Management Education and Research Institute Janakpuri, New Delhi

(Affiliated to Guru Gobind Singh Indraprastha University)

1
 CERTIFICATE

This is to certify that the project work done on Research study on degree of awareness
of people towards Imperfect as an NGO through print media Submitted to Guru
Gobind Singh Indraprastha University, Delhi by Ankit Pundir in partial fulfillment of
the requirement for the award of degree of Master Of Business Administration, is a
bonafide work carried out by her under my supervision and guidance. The work was
carried during 10-06-2017 to 05-08- 2017 in NGO.

During the training period her behavior & performance was satisfactory.

SURJEET SINGH
MARKETING HEAD
IMPERFECT- A Journey towards Perfection

2
 BONAFIDE CERTIFICATE

This is to certify that as per best of my belief the project entitled Research study on
degree of awareness of people towards Imperfect as an NGO through print media
is the bonafide research work carried out by Ankit Pundir student of MBA MERI
,Janakpuri, New Delhi during june-august2017 , in partial fulfillment of the requirements
for the Summer Training Project of the Degree of Master of Business Administration.

He has worked under my guidance.

--------------------
Name: SURJEET SINGH
Marketing head
Date:

Counter signed by

-------------
Name: ABDUL BASIT
Director
Date:

3
 DECLARATION

I hereby declare that this Project Report titled Research study on degree of awareness
of people towards Imperfect as an NGO through print media through print media
submitted by me to Management Education and Research Institute, Janakpuri is a
bonafide work undertaken during the period from 10-06-2017 to 05-08- 2017 by me and
has not been submitted to any other University or Institution for the award of any
degree diploma / certificate or published any time before.

(Signature of the Student) Date: / / 2017

Name: Ankit Pundir

Enroll. No.: 01235103916

4
 Acknowledgement

Words are indeed inadequate to convey my deep sense of gratitude to all those who have
helped me in completing this summer project to the best of my ability. Being a part of this
project has certainly been a unique and a very productive experience on my part.

I am really thankful to Mr. Abdul Basit (Director) for making all kinds of arrangements to
carry the project successfully and for guiding and helping me to solve all kinds of
quarries regarding the project work. His systematic way of working and incomparable
guidance has inspired the pace of the project to a great extent.

I would also like to thank my mentor and project coordinator, Mr. Samarth Singh.
(Professor) for guiding and correcting various documents of mine with attention and care.
He has taken pain to go through the project and make necessary correction as and when
needed.

I am very grateful to all teachers of MERI, Janakpuri for their useful guidance and advice.

This project would not have been successful without the help of Mr. Surjeet Singh
Marketing Head

Last but not the least I would like to thank all the employees of Imperfect who have
directly or indirectly helped me with their moral support for the completion of my project.

5
SL.NO. TOPIC

1 CHAPTER 1

INTRODUCTION

2 CHAPTER 2

COMPANY PROFILE

3 CHAPTER 3

LITRATURE REVIEW

4 CHAPTER 4

OBJECTIVE

5 CHAPTER 5

RESEARCH METHODOLOGY

6 CHAPTER 6

Data Collection and Data Analysis

7 FIDINGS,SUGGESTIONS AND CONCLUSION

ANNEXURE

BIBLOGRAPHY.

6
 Executive summary

It gives me an immense pleasure to present you this entire project. The topic is Research
study on degree of awareness of people towards Imperfect as an NGO through print
media

The present study analyses the consumer awareness towards Imperfect through Print
media(advertisement) , Report explains weather the people are aware about Imperfect an
NGO.

The main objectives of the study are:

To develop an understanding of NGO industry

To understand the relative position of Imperfect in the NGO industry
To develop an understanding of the degree of awareness consumers towards
IMPERFECT.

To design this project report, a thorough literature review is conducted which concludes
study of journals and research papers available in the subject.

A questionnaire was prepared that deals with aspects such as which newspaper mostly
people prefer to read, The no. of respondents know about the company through which
medium they know about the company, to know about the likings of the company and
to know the past use of services by customers.

The responses are analyzed by translating each question of the questionnaire used for
survey into separate pie charts and graphs with percentage break-up.

7
Chapter 1

Introduction

8
 INTRODUCTION

Advertisement

We are surrounded by advertisingon television, radio, the Internet, as well as on

roadside hoardings and in printed media. Most of it is more sophisticated than we
realizealmost every professionally produced advertisement is a carefully constructed
mixture of words, images, and symbols, chosen with the aid of experts in consumer
psychology. Understanding how advertisements work

Advertisements, whatever their medium or format, have two purposes:

To inform us of the availability of a product or service, or to give details of an

event
To persuade us, usually to buy something, or to support a cause

Ultimate objective of every organization is to generate sales which will bring revenues to
the company, and increase sales advertisement is one of the means. The advertisers
objectives different from the consumers.

Ultimately advertiser want consumer to buy and keep buying their goods and services. To
move consumers to action, they must gain their attention. They must then hold their
interest long enough to convince them to change their purchasing behavior, try their
product, and stick with their product.

9
What is advertising?

Advertising in business is a form of marketing communication used to encourage,

persuade, or manipulate an audience (viewers, readers or listeners; sometimes a
specific group) to take or continue to take some action. Most commonly, the desired
result is to drive consumer behavior with respect to a commercial offering, although
political and ideological advertising is also common. This type of work belongs to a
category called affective labor.

In Latin, ad vertere means "to turn toward". The purpose of advertising may also be to
reassure employees or shareholders that a company is viable or successful.
Advertising messages are usually paid for by sponsors and viewed via various old
media; including mass media such as newspaper, magazines, television advertisement,
radio advertisement, outdoor advertising or direct mail; or new media such as blogs,
websites or text messages.

According to Philip Kotler & American Marketing Association. The

advertising is any paid form of non personal presentation of
Ideas
Goods
Services by an identified sponsor that is called Advertising

10
 Role of Advertising:-

Simply put: Advertising exists to help to sell things.

It is mainly about brands

It is mainly designed to create and strengthen consumer impressions of the brand

Exception is public service advertising

ROLE OF ADVERTISING

Marketing 1. Communication 1. Economic Societal

2. Can reach a 2. Moves from Informs consumers

mass audience being about innovations
Product category informational and issues
3. Introduces to creating
products Mirrors fashion and
demand
Target market design trends
4. Explains 3. Advertising is
important an objective Teaches consumers
changes means for about new
Marketing mix products
5. Reminds and providing
reinforces price-value Helps shape
information, consumer self-
Brand 6. Persuades thereby image
creating a
more rational Perpetuates self-
economy expression

11
The importance of advertising:-

Involves a huge amount of money

Work is done by relatively few people

Major expense is for media time/space

Companies spend only a small percentage of sales on advertising

Types of Advertising:-

Brand advertising

Retail or Local advertising

Direct-Response advertising

Business-to-Business advertising

Institutional advertising

Nonprofit advertising

Public Service advertising

12
Advertising Strategy:-

A campaign developed by a business to encourage potential customers to purchase a good

or service. An advertising strategy is generally tailored to a target audience perceived to
be most likely out of the population to purchase the product. Advertising strategies
include elements such as geographic location, perceived demographics of the audience,
price points, special offers, and what advertising media, such as billboards, websites, or
television, will be used to present the product.

Common Advertising Strategies:-

Ideal Kids and Family
Are You Cool Enough?
Amazing Toys
Weasel Words
Put Downs
Heartstrings
Cute Celebrities
Family Fun

13
 Ideal Kids and Families:-The kids in commercials are often a little older
and a little more perfect than the target audience of the ad. They are, in
other words, role models for what the advertiser wants children in the
target audience to think they want to be like. A commercial that is
targeting eight year-olds, for instance, will show 11 or 12 year-old models
playing with an eight year Old toy. Ideal families are all attractive and
pleasant lookingand everyone seems to get along! Ideal kids and
families represent the types of people that kids watching the ad would like
themselves or their families to be.

14
 Are You Cool Enough? Advertisers try to convince you that if you dont use
their products, then you arent good enough. Maybe you wont be accepted or
have the right friends. Maybe you wont fit in. Sometimes they will show
someone uncoils trying a product and then suddenly they become hip looking and
do cool things. Theres an emphasis on status and keeping up with the Joneses.

15
 Amazing Toys: - Many toy commercials show their toys in life-like fashion,
doing incredible things. Airplanes do loop-the-loops and cars do wheelies, dolls
cry and spring-loaded missiles hit gorillas dead in the chest. This would be fine if
the toys really did these things.

Weasel Words: - By law, advertisers have to tell the truth, but sometimes, they
use words that can mislead viewers. Look for words in commercials like: Part of
. . ., The taste of real . . . , Natural, New, better tasting, Because we care.
There are hundreds of these deceptive phrases.
16
 Put Downs: - This is when an ad puts down the Competitions product to make its
product seem better.

17
 Heartstrings: - Commercials often create an emotional mood that draws you into
the advertisement and makes you feel good. The McDonald's commercials
featuring father and daughter eating out together, or the AT&T Reach Out and
Touch Someone ads are good examples. We are more attracted by products that
make us feel good.

18
 Cute Celebrities:-Teenage Mutant Ninja Turtles sell pizza. Spuds McKenzie sells
beer. The "Joe Cool" camel sells cigarettes. Tony the Tiger sells cereal, and the
Nestls Quick Bunny sells chocolate milk. All of these are ways of helping
children identify with products either now or for the future.

19
 Family Fun: - "This is something the whole family can do together!" or "This is
something Mom will be glad to buy for you." Many commercials show parents
enjoying their children's fun as if the product will bring more family togetherness.

20
21
 Chapter 2:

Company Profile

22
Imperfect is a nonprofit organization serving from last 5years. Imperfect
mainly engage in community outreach programmes for women
empowerment, child rights and education, support services to blind
schools, orphanages, old age homes, youth development and motivation
towards society, awareness programmes and many more. A voluntary "not
for profit" organization came into being in 2013 when a group of college
students and social service lovers came together because they were
dissatisfied with the absence of welfare services for the needy people.

23
Today, Imperfect have grown as a premier NGO in Delhi providing
comprehensive education including training, sponsoring kids to get
admission in private schools, youth development programs and work
opportunities too. The organization advocate for the rights of people as in
our society at large still fails to recognize their human rights. vocational

It was founded in 2013 by a student group they pursuing their graduation at

that time from IP university. Imperfect started the 'Donation Drive
campaign for helping slum families in 2013 and it earned lots of support
from their classmates, friends and family. Imperfect one of the favorite
project is donation drive as their team doesnt want salary but those smiles
which people beam after getting something.

In 2014, it started the Joy of Giving Week, an annual week-long donation

drive, starting Gandhi Jayanti October 2-8. During the week, people
contribute under-underutilized goods and clothes from their homes, offices
and schools in urban area to be distributed to rural and poor areas.

The primary source of revenue for the charity is through donations by

individuals and organizations. The key areas of working for the organization
are functions of Development Support (grant making) and Resource
Mobilization (fund raising) along with the other support functions -
Communications, Human Resources, Youth and Volunteer action, Finance,
Planning and Information Technology, Policy and Research, Documentation,
The Imperfect Shop - all play a critical role in the organization building
efforts.

It also works towards restoring basic rights to children; it works across

levels from direct action to advocacy, mobilizing public opinion and policy
change. It focuses mainly on the four basic rights of survival, development,
protection and participation which were defined by the UN Convention on
the Rights of the Child. It also helps actively in spreading awareness in
underdeveloped parts of the society.

24
They educate and inform the rural poor about their entitlements to
education as given by the Government under the relevant Acts and
Schemes; and enabling them to demand these entitlements from the local
government. For environment also imperfect is always there. In last 5 years
they have planted more than 5000 trees in all over Delhi. They also
organized a drive for late Ex- President Dr. APJ Abdul Kalam. They planted
around 100 trees in his remembrance in Dwarka. Imperfect also organized
various society welfare programs such as donation of food and clothes in
rain baseras, under Teach India project- they set up a library in FFEC NGO
(Trilokpuri) and sponsored admission fee of a IGNOU student. In Grain
Anthem project they donated approx. 1000 kgs of grains and pulses in
Orphanages and Old age homes, sponsored a medical girl student under
Wings to Women project.

25
 WHAT WE DO:-

Provide education including training YOUTH DEVELOPMENT

PROGRAM.
started the 'Donation Drive campaign for helping slum families in

2013.
Planted more than 5000 trees in all over Delhi.

Also organized a drive for late Ex- President Dr. APJ Abdul Kalam.

They planted around 100 trees in his remembrance in Dwarka.

Also organized various society welfare programs such as donation

of food and clothes in rain baseras.

Under Teach India project- they set up a library in FFEC

NGO(Trilokpuri ) and sponsored admission fee of a IGNOU student.

In Grain Anthem project they donated approx. 1000 kgs of

grains and pulses in Orphanages and Old age homes.

Sponsored a medical girl student under Wings to Women project.

26
 SWOT Analysis

STRENGTHS-

-A team of young people from diverse fields and most of which works for
free.

-Has a strong base from all the big universities and colleges in Delhi.
27
-Strong in the field of Youth development programs, donations drives,
support services and

Environmental Protection.

-Complete projects in most economical manner.

WEAKNESS-

-Depended dominantly on Volunteers.

-Concentration on limited areas.

-Rising funds mainly from upper class.

-Limitation of students is the limitation of the organization.

OPPORTUNITIES-

-Unexplored areas of services.

-Can raise funds through schools and small medium scale industries.

-Can include some experts and senior people in team

THREATS-

-Decline inflow of volunteers.

-Members join for limited time period.

-Bad image of NGOs.

28
 Chapter 3

Literature review

A review of literature is the mirror of earlier studies, which enriches the

researcher and helps to identify the gaps for the future research. Many
studies on advertisement have been conducted in different parts of India.
As the present study is concerned with the advertisements in print media
an attempt is made to review the literature available so that a great insight
in the advertisements world is obtained. Like any researcher, sufficient
effort is taken in this chapter to understand earlier researches on
advertisements.
Many researchers consider The peking gazette published from china as the
first newspaper <it was started in 1618. in the initial stages this newspaper
was handwritten and distributed to the readers. later it was printed and
circulated. the peking gazette continue its publication in till the beginning of
the 20th century.

P.Akbarbatcha(2001):- in his study entitled Advertising industry with

special reference to print media and intermediaries analyzed the public

29
opinion towards advertisement in the print media. The researcher has
attempted a specific study with reference to print media and concluded
that the print media played a vital role in the minds of the middle class
people.
Shreekumar.K.Nair (2004) in his article Emotional intelligence and
consumer reactions to emotional advertisements: a conceptual framework
found that emotional advertisements probably work well on those
consumers who have difficulty in delaying the gratification of their urges or
have a tendency to surrender easily to their impulsive urges. That means,
marketers were not successful in influencing the attitudes of high EQ
consumers using emotional appeals. They will have to find newer ways and
means to woo this market segments which was less prone to impulsive
buying and more prone intelligent buying. This implied that advertisements
have to be more realistic and credible if they ought to create so the impact
on emotionally intelligent consumers. It is essential for marketers to study
the perception, beliefs, attitudes, intentions of consumers and other
behavior patterns of emotionally intelligent individuals towards different
types of products before embarking on promotional campaigns.

Smita Sharma (2006) in her article Celebrity endorsement focused on

the influences of celebrity endorsement. She stated that celebrities can
increase consumers awareness of the advertisement, capture their
attention and make advertisement more memorable.

30
Dr.Sabita Mahapatra (2007) in her article Impact of emotive
advertisementsexpressed that advertisements should provide the pictures
of reality and different kinds of people and the kind of lives they could lead.
Advertisements should offer not only a product but also a life style. The
effect largely depends on finding out the
stages of the consumers and their present dominating needs. It is found
that many consumers not only the needed to be assured of their worth, but
also needed to feel special. In order to effectively persuade, advertisements
should associate certain values such as love, friendship, neighborliness,
pleasure, happiness, and sexual attraction and genes of power thereby
transferring these values are attitude to the product. Advertising has
particular function in evoking emotions and feeling through the promise of
pleasure and then connecting them to the purchase or possession of a
product. Therefore, an image of emotion combined with confidence and
power was what should be portrayed in the advertisements.

Anil Chandhoketal (2008) Creativity a strategy to successful advertising

expressed the importance of advertisements in the commons life. In the
present scenario, business houses the world over are facing stiff
competition, were in to survive and be successful, rational thinking
accompanied by creativity is essential. The article discusses one dimension
of strategy i.e creativity to give an idea about the importance of strategic
thinking in the changing environment. Creativity as strategy can be
applicable in business organizations including the service sector. The
authors concluded that creativity, as a energy can be the key to successful
31
advertising. Along with creativity, the organizations must have a clear,
robust and motivating strategy, formulated by using a proven process.

Swati Balaji (2007) in her article, Designing a rural communication

strategy conducted a study in three districts of UP viz, Allahabad, Bhadobi
and Moradabad covering a cross section of villages. The objectives of the
study was to understand the unique mindset of the rural consumer and
how that knowledge could help in developing appropriate strategy . In
conclusion, it is clear, that along with a good
comprehension of the market dynamics, a clear understanding of rural
customs, belief perceptions and aspirations particularly with regard to the
product category in question, is an absolute necessity. For only when
communicator is aware of the emotional triggers of various stimuli could
any truly effective communications strategy be developed.

32
 Chapter 4

Objective of the study

Objective of the study :-

To determine effectiveness of advertisement media used by

IMPERFECT.

To develop an understanding of NGO industry.

To understand the relative position of Imperfectin the NGO industry .

To develop an understanding of the degree of awareness consumers

towards IMPERFECT.

33
 Chapter 5

Research Methodology

RESEARCH METHODOLOGY

TITLE Research study on degree of awareness of people towards

Imperfect as an NGO through print media

SAMPLING
Sampling allows us to concentrate our attention upon relatively small
number of people and hence devote more energy to ensure that the
informational collected from them is accurate

SAMAPLING METHOD -Non probability sampling

- Convenience Sampling

SAMPLING AREA South Delhi

34
SAMPLING UNIT Individuals

SAMPLE FRAME
All the existing customer of IMPERFECTand potential customer between
age group of 18 -40 yrs.

SAMPLE SIZE - 75

DATA SOURCE - Survey

DATA COLLECION APPROACH:

Primary Source:
Survey method face to face
Research instrument - Questionnaire

Unstructured interview

Secondary Source:
Company data through Internet

Organization Report

35
 Chapter 6

Data Collection and Data Analysis

01] Do you read advertisement every day?

Particulars No. of respondents Percentage

Yes 43 57.3
No 32 47.2
total 75

36
 The graph shows that 43 respondents likes to read the advertisement, and 32
not like to read the advertisement

02] Which news paper you prefer reading?

News Paper No of Respondents Percentage

Hindustan 19 25.3

Hindustan times 19 25.3

Times of India 31 41.3

Navbharat Times 4 5.3

Bande Matram 2 2.7

37
 03] Are you aware of Imperfect?

Particulars No. of respondents Percentage

Yes 49 65.3
No 26 34.7
total 75 100

The graph reveals that 49 respondents are aware of imperfect in New Delhi and 26 are not
aware. This means that awareness level of imperfect organization in New Delhi is high but
there is scope for further improvement.

38
04] Have you ever supported imperfect ngo?

Particulars No. of respondents Percentage

YES 39 52

NO 36 48

TOTAL 75 100

This graph shows that 52% respondents has supported Imperfect service and 48%
respondents never supported .

05] Through which source of advertisement did you know about imperfect ?
39
Particulars

40
 20 respondents say they know imperfect through the Road shows
40 respondents say they know imperfect through the News paper
9 respondents say they know imperfect through the Fairs
10 respondents say they know imperfect through the TV ads
14 respondents say they know imperfect through the Sales person
7 respondents say they know imperfect through the Hoarding

06] I like ads beca

particulars No of respondents percentage

41
 50 respondents say they like advertisements because of celebrities.
33 respondents say they like advertisements because of Humor.
12 respondents say they like advertisements because of Action.
5 respondents say they like advertisements because of Thriller.

Chapter 7

Findings & Conclusions

42
 FINDINGS

As per the survey 85% of the people said they read ads everyday whereas 15%
respondents dont read ads everyday

50% respondents prefer reading Hindustan times and 21%respondents prefer

reading Navbharat, 29% respondents prefer reading The Times of India 28%
respondents are not aware about and 72% respondents are aware about Imperfect.

Only 45% of respondents rented the service of imperfect

Sources through which respondents came to know about Imperfect.

Road shows 20%
Newspaper 40%
Fairs 9%
TV ads 10%
Sales person 14%
Hoardings 7%
43
 50% respondents like the above ad in TV because of celebrities, 33%
respondents like because of humor, and 12% like it because of the actions
and rest because of the thriller.

CONCLUSION

Conclusion of the study is majorly focused towards awareness among consumers

about imperfect.

Most of the entrepreneurs and consumers are young and educated. It has its own
wide scope and brings new opportunities to the society.

imperfect is well a known company but needs time to expand the size, less than
half respondents has rented its service but company failed to generate more
customers.

44
50 out of 100 people prefer reading Hindustan times over navbharat and times of
India newspaper.

Newspaper is one of the important forms of media which is believed to be

effective in case of Imperfect.

Roadshows for creating awareness among the people can be seen as emerging
mode of advertisement.

BIBLIOGRAPHY

Books: Philip kotler

Internet:

Professional Web sites

Google scholar
www.facebook.com/IMPERFECTngo/
Wikipedia
http://www.outlookindia.com

45
 Www. About.com
www.google.co.in
theviewspaper.net/consumer-awareness/

Annexure:

QUESTIONNAIRE

Participants Information

Please answer question on the line provided at the end of each question.

1. Age:

2. Gender:

3. Highest Achieved Education Level:

1] Do you read ads everyday?

a) Yes

46
 b) No

2] Which newspaper you prefer?

a) Hindustan times

b) Navbharat times

c) Times of India

3] Have you ever rented any service of IMPERFECT?

Yes No

4] Are you aware of IMPERFECT?

Yes No

5] Through which source of advertisement you came across IMPERFECT?

a) Road show

b) Newspaper

c) Fair

d) TV ads

47
 e) Sales persons

f) Hoardings

6] I like ad of above, because of

a) Celebrities

b) Humor

c) Action

d) Thriller

48