ANALYSIS OF DECISION MAKING OF CONSUMERS WITH RESPECT TO HEALTH CONSCIOUSNESS AND PREFERENCES
ANALYSIS OF DECISION MAKING OF CONSUMERS WITH RESPECT TO HEALTH CONSCIOUSNESS AND PREFERENCES BY:
A REPORT SUBMITTED IN PARTIAL FULFILLMENT OF
THE REQUIREMENTS OF
MBA PROGRAM OF
18th MAY 2010
Suryakumari Duggirala Sudarshan Balaraman
Faculty-Soft Skills Account Planner IBS Chennai JWT Chennai 1. Authorization
This report is submitted in partial fulfillment of the requirement of MBA program of ICFAI Business School Hyderabad.
Date: 18 May 2010
Sudarshan BalaramanSuryakumari Duggirala
As a part of curriculum at ICFAI Business School, the Summer Internship Program aims at overall development of the students by providing them an opportunity to gain corporate exposure and space to apply their theoretical knowledge in practice in a mutually beneficial manner. No internship program can be successful without the support of the people who keep themselves closely involved with the student undergoing the program. The wealth of guidance and knowledge provided to us by these professionals is invaluable. First of all I would like to thank my project company guide at JWT Chennai, Mr. Sudarshan Balaraman (Accounts Planner) for his selfless support and encouragement during my entire training program. My sincere regard and thanks to Mr. Don Bosco (Account Director, Ford Endeavour India) for all his help and support and to Mrs. Vani Aiyer (Vice President & Client Services Director), JWT Chennai for allowing me to do this project for the company. I express my gratitude to my project faculty guide, Prof. Suryakumari Duggirala (Faculty-Soft Skills), IBS Chennai for her able guidance and unflinching support throughout my project. I would also like to extend my gratefulness to all present employees of JWT Chennai, who by their patience and co-operation, have made my research a rewarding and meaningful experience.
Table of Contents
Topics| Page No.|
1. Authorization| 4|
2. Acknowledgement| 5|
3. Abstract| 8|
4. JWT – The Company| 10|
5. Learnings at JWT| 13|
6. Literature Review 7.1. Research Methodology 7.2.1. Marketing Research 7.2.2. Research Design 7.2.3. Sampling 7.2.4. Data Collection Methods 7.2. Consumer Behavior 7.3. Market Segmentation 7.4. Reader’s Digest Study 7.5. A.C. Nielson Study| 17181818181819192020| 7. Introduction 8.6. Objectives 8.7. Methodology 8.8. Research Design Methodology 8.9.5. Timeline of the project 8.9.6. Designing of the Questionnaire| 212324252629| 8. Analysis (Primary Research) 9.9. Profile of Respondents 9.10. Their Health – Healthy or not? 9.11. Their Health- Worried or not? 9.12. Their Health- Informed or not? 9.13. Their Health- Actions taken 9.14. Their Health- Motivators 9.15. Healthy Snacks 9.16.7. Pay Premium or not? 9.16.8. Time of the Day 9.16.9. Format 9.16.10. Motivators 9.16.11. Sources of Information 9.16.12. When to Start? 9.16.13. Barriers 9.16. Health oriented personal care 9.17.14. Pay Premium or not? 9.17.15. Which Type? 9.17.16. Which Category? 9.17.17. Motivators 9.17.18. Sources of Information 9.17.19. When to Start? 9.17.20. Barriers 9.17. Exercise 9.18.21. Do it or not?...