I

NDEX

S.
No Par
ti
cul
ars Si
gnat
ure
1. Chapt
er–1(
Int
roduct
ion&Li
ter
atur
eRev
iew)

 I
ntr
oduct
ion

 I
ndust
ryPr
ofi
l
e

 CompanyPr
ofi
l
e

2. Chapter–2(Resear
chObj
ect
ive&
Methodology
)

 Resear
chObj
ect
ive

 Resear
chScope

 Resear
chDesi
gn

Ty
pesofr
esear
chdesi
gn

 Dat
aCol
l
ect
ion

Sour
cesofdat
acol
l
ect
ion(
Pri
mar
y)

3. Chapt
er-3(
Dat
aAnal
ysi
s&I
nter
pret
ati
on)

 Anal
ysi
sOfTheDat
a

 I
nter
pret
ati
onoft
her
esul
t

4. Fi
ndi
ngs

5. Li
mit
ati
ons

6. Concl
usi
onandsuggest
ti
on

7. Bi
bli
ogr
aphy

8. Annexur
e
 CHAPTER-
1
I
NTRODUCTI
ON
COMPANYPROFI
LE

I
TCi soneofI ndi
a'
sf or
emostpr i
vatesect orcompani
eswi thamar ketcapit
ali
sati
on
ofnearlyUS$14bi ll
i
onandat urnov erofov erUS$5bi ll
i
on.ITCisratedamongt he
World's BestBi g Companies,Asi a'
s' Fab 50'and the Wor l
d's MostReput abl
e
Compani esbyFor besmagazi ne,amongI ndi
a'sMostRespect edCompani esby
Busi
nessWor l
dandamongI ndia'
sMostVal uabl
eCompani esbyBusi nessToday .
I
TCr anksamongI ndia'
s`10MostVal uabl
e( Company)Brands',
inastudyconducted
byBr andFi nanceandpubl i
shedbyt heEconomi cTimes.I TC al
sor anksamong
Asi
a's50bestper f
ormingcompani escompi ledbyBusinessWeek.

I
TChasadi v er
sif
iedpr esenceinCi garet
tes,Hot els,Paperboards&Specialt
yPaper s,
Packagi
ng, Agr i
-Business, Packaged Foods & Conf ecti
oner
y ,I nf
ormation
Technol
ogy ,BrandedAppar el
,Per sonalCar e,St ati
onery,SafetyMatchesandot her
FMCG pr oduct s.Whi leI TC is an out standing mar ketl eaderini t
st radi
ti
onal
busi
nessesofCi garettes,Hotels,Paper boards,Packagi ngandAgr i
-Export
s,itis
rapi
dlygainingmar ketshareev eni nitsnascentbusi nessesofPackagedFoods&
Confect
ioner y,
BrandedAppar el
,Per sonalCareandSt ati
onery.

AsoneofI ndia'
smostv aluableandr espectedcor porat
ions,ITCi swi del
yper ceived
tobededi cat
edlynat ion-ori
ented.Chai r
manYC Dev eshwarcal lst hissour ceof
i
nspirati
on" acommi tmentbey ondt hemar ket "
.Inhisownwor ds:"ITCbelievest hat
i
tsaspi r
ationt ocreateendur ingv aluef ort henationprovidest hemot i
vef orcet o
sustai
ngr owingshar eholderv al
ue.I TCpr acticesthisphil
osophybynotonl ydr i
ving
each of i ts businesses t owar ds i nternationalcompet it
iveness but by al so
consciouslycontri
butingtoenhanci ngt hecompet i
tiv
enessoft hel argervaluechai n
ofwhichiti sapart.
"

ITC'sdiver
sifi
edst at
usor i
ginatesf r
om itscor porat
est rat
egyai medatcr eati
ng
mul t
ipl
e driver
s of gr owth anchor ed on i tst i
me-tested core competencies:
unmat cheddistr
ibuti
onr each,super i
orbrand-buil
dingcapabili
ti
es,eff
ecti
vesuppl y
chainmanagementandacknowl edgedservi
ceski ll
sinhot eli
eri
ng.Overtime,the
strat
egicforaysintonew busi nessesareexpect edt ogarnerasi gni
fi
cantshareof
theseemer gi
nghi gh-
growthmar ketsi
nIndia.

ITC'sAgr i
-BusinessisoneofIndia'sl
argestexpor t
ersofagricul
turalproducts.ITCis
oneoft hecount ry'
sbiggestforei
gnexchangeear ners(US$3. 2bi l
li
oni nthelast
decade) .The Company '
s' e-Choupal'init
iati
vei s enabling Indian agr i
cult
ure
signif
icantlyenhanceitscompet i
ti
venessbyempower ingIndianfarmerst hr
ought he
poweroft heInternet
.Thistr
ansformationalstrat
egy,whichhasal readybecomet he
subjectmat terofa case st udy atHar vard Business School,i s expected to
progressivelycreatef orITC ahuger uraldistr
ibut
ioninfrastr
ucture,signif
icantl
y
enhancingt heCompany '
smar keti
ngreach.
ITC empl oysov er25,000 people atmor et han 60 l
ocationsacrossI ndia.The
Companycont inuousl
yendeavourstoenhancei tsweal
thgener ati
ngcapabili
ti
esina
globalisi
ngenv ir
onmenttoconsi st
entlyrewardmor ethan3,60, 000shar eholders,
fulf
iltheaspirati
onsofitsstakehol
dersandmeetsoci et
alexpect at
ions.Thisov er-
archingv i
sionoft hecompanyi sexpressiv
elycaptur
edini tscorporatepositi
oning
statement :
"EnduringVal
ue.ForthenationFortheShareholder."

Hi
stor
y

ITC wasi ncor por atedonAugust24,1910undert henameof' I

mper i
alTobacco
CompanyofI ndi aLi mi t
ed'.Itsbegi nningswer ehumbl e.Al easedof fi
ceonRadha
BazarLane,Kol kata,wast hecent reoft heCompany '
sexistence.TheCompany
celebrat
edi ts16t hbi rt
hdayonAugust24,1926,bypur chasingt hepl otofl and
sit
uatedat37, Chowr inghee, (nowr enamedJ. L.Nehr uRoad)Kol kata, forthesum of
Rs310, 000.Thi sdeci sionoft heCompanywashi storicinmor eway st hanone.I t
wast omar kt hebegi nningofal ongandev entfuljourneyintoIndi a'sf utur
e.The
Company '
sheadquar terbuilding,'VirginiaHouse' ,whi chcameupont hatpl otofland
twoy earslater,woul dgoont obecomeoneofKol kata'smostv enerat edl andmar ks.
TheCompany '
sowner shippr ogressi velyI ndi anised,andt henameoft heCompany
waschanged t oI .
T.C.Li mi ted in1974.I nr ecogni ti
onoft heCompany '
smul ti
-
business por tfolio encompassi ng a wi de r ange ofbusi nesses -Ci garett
es &
Tobacco,Hot els,Inf ormat i
on Technol ogy ,Packagi ng,Paperboar ds & Speci alty
Papers,Agr i
-Expor ts,Foods, Lif
esty l
eRet ailingandGr eetingGift
ing&St ationery-the
ful
lstopsi nt heCompany '
snamewer er emov edef fectiveSeptember18,2001.The
Companynowst andsr echristened' ITCLi mi ted'.

Thought hefi
rstsixdecadesoftheCompany '
sexist
encewerepri
mari
lydev ot
edto
thegrowt handconsolidat
ionoftheCigar
ettesandLeafTobaccobusinesses,t
he
Seventi
eswi t
nessedthebeginni
ngsofacor por
atetr
ansfor
mati
onthatwouldusher
i
nmoment ouschangesi nt
heli
feoftheCompany .

I
TC'sPackaging&Pr i
nti
ngBusinesswassetupin1925asast
rat
egi
cbackward
i
ntegrat
ionforITC'
sCi gar
ett
esbusiness.I
tist
odayIndi
a'
smostsophi
sti
cat
ed
packagi
nghouse.

I
n1975t heCompanylauncheditsHotel
sbusi nesswit
ht heacqui
sit
ionofahotelin
Chennaiwhichwasr echri
stened'I
TC-Welcomgr oupHot elChol
a'
.Theobjecti
veof
I
TC'sent ryi
ntot
hehotelsbusinesswasr ootedintheconceptofcreati
ngval
uef or
thenation.ITCchosethehot elsbusi
nessf oritspotenti
altoearnhighlev
elsof
for
eignexchange
i
nfrast
ructur
eandgeneratel ar
gescaledirectandindi
rectemployment.Si
ncethen
I
TC'sHotel
sbusi
nesshasgrowntooccupyaposit
ionofl
eader
shi
p,wi
thov
er100
ownedandmanagedpr
opert
iesspr
eadacrossI
ndi
a.

In1979,I TC ent eredthePaper boar dsbusinessbypr omot i

ngI TC Bhadrachalam
Paper boards
Limited,whi ch today has become t he mar ketl eaderi nI ndia.Bhadrachalam
Paper boardsamal gamat edwit
ht heCompanyef fect
iveMar ch13, 2002andbecame
aDi vi
sionoft heCompany ,Bhadr achalam Paper boardsDivision.InNov ember2002,
thi
s di vi
sion mer ged withthe Company '
sTr ibeniTi ssuesDi vi
sion toform t he
Paper boards & Speci alty Paper s Divi
sion. I TC's paper boards' t
echnology,
productivi
ty,quali
tyandmanuf act uri
ngprocessesar ecompar abletothebestint he
wor l
d.Ithasal somadeani mmensecont ri
butiont othedev elopmentofSar apaka,
aneconomi call
ybackwar dareai nt hestateofAndhr aPradesh.I tisdir
ectl
yinvol
v ed
i
neducat i
on,env ironmentalprotect i
onandcommuni tydev elopment .I
n2004,I TC
acquiredthepaper boar
dmanuf act ur
ingfaci
lit
yofBI LTIndust ri
alPackagingCo.Lt d
(BIPCO) ,nearCoi mbatore,Tami lNadu.The Kov aiUni tal l
ows I TC t
oi mprov e
Customerser vi
cewi thr
educedl eadt imeandawi derproductr ange.
In1985,ITCsetupSur yaTobaccoCo.inNepalasanIndo-NepalandBri
ti
shjoi
nt
ventur
e.Sinceincepti
on,i
tsshareshavebeenhel
dbyI
TC,Bri
tishAmeri
canTobacco
andv ari
ousi ndependentsharehol
der
sinNepal.InAugust2002,SuryaTobacco
becameasubsi diaryofITC Limit
edandi t
snamewaschangedt oSuryaNepal
Pri
vateLimited(SuryaNepal
).

In1990,I TC acquir
edTr ibeniTi
ssuesLimited,aSpecialt
ypapermanuf acturi
ng
companyandamaj orsuppli
erofti
ssuepapert ot
hecigaret
teindustr
y.Themer ged
enti
tywasnamedt heTribeniTi
ssuesDi vi
sion(TTD).Tohar nessstrat
egicand
operati
onalsy nergi
es,TTD was mer ged withthe Bhadrachalam Paperboards
Div
isiontofor
mt hePaperboards&Special
tyPapersDiv
isi
oninNov ember2002.

Alsoin1990,l everagingitsagr
i-
sour ci
ngcompet ency,ITCsetupt heAgr iBusiness
Divi
sionf orexportofagr i-
commodi ti
es.TheDi vi
sionist odayoneofI ndi
a'
slargest
exporters.I
TC'suni queandnowwi delyacknowledgede- Choupali
nit
iati
vebegani n
2000wi t
hsoy afarmer sinMadhy aPr adesh.Now itext endsto10st atescovering
over4 mi l
li
on farmer s.ITC'
sf ir
str uralmal l
,chr i
stened 'ChoupalSaagar 'was
i
naugur atedinAugust2004atSehor e.Ont herur
alretailf r
ont,
24'ChoupalSaagar s'
arenow oper at
onali nt he3st atesofMadhy aPr adesh,Mahar ashtraandUt t
ar
Pradesh.

In2000,I TClaunchedal i
neofhi ghquali
tygreetingcardsundert hebr andname
'
Expressions'
.In2002,t heproductrangewasenl argedwi t
htheintroducti
onofGi f
t
wrappers,AutographbooksandSl am books.I
nt hesamey ear
,ITCal solaunched
'
ExpressionsMat rubhasha'
,av er
nacularr
angeofgr eet
ingcardsineightlanguages
and'Expressi
onsPaper kr
aft
',arangeofpremium st ati
oneryproducts.In2003,the
companyr ol
l
edout' Classmate'
,ar angeofnot ebooksi ntheschoolst at
ioner
y
segment .
ITC also enter
edt heLi
fest
yleRetai
l
ing busi
nesswi
ththeWi l
lsSpor
trangeof
i
nternati
onalqualit
yrel
axedwearformenandwomeni n2000.TheWil
lsLi
fest
yle
chai
nofexcl usiv
e

st
oreslat
erexpandeditsr
angetoincl
udeWil
lsClassi
cfor
malwear(
2002)andWil
ls
Cl
ubli
feeveningwear(2003).I
+TCalsoini
ti
atedaf or
ayint
othepopul
arsegment
wi
thitsmen'swearbrand,
JohnPlayer
s,i
n2002.
.

In2006,Wi l
l
sLifestylebecamet i
tl
epartnerofthecount r
y'
smostpr emi erfashion
event-Wi l
lsLif
est y
leIndiaFashionWeek-t hathasgai nedrecogni
tionf rom buyers
andr et
ail
ersasthesi nglelar
gestB-2-Bplatf
ormf ortheFashionDesigni ndustr
y.To
mar ktheoccasi on,ITC launchedaspeci al'Cel
ebr at
ionSer i
es'
,taki ngt heev ent
forwardtoconsumer s.In2007,t heCompanyi ntroduced'MissPlay er s'
-af ashion
brandinthepopul arsegmentf ortheyoungwoman.

In2000,ITC spunof fit

si nf
ormat
iontechnol
ogybusinessintoawhol l
yowned
subsi
diar
y,ITC Infot
ech Indi
a Li
mited,to more aggr
essi
vely pur
sue emer
ging
oppor
tunit
iesi
nthisarea.
TodayI TC Infotech isoneofI ndia‟
sf astestgr owing gl
obalIT and I
T-enabled
servi
ces compani es and has establi
shed i t
selfas a key pl ayerin of f
shore
outsourci
ng,pr ovidi
ng outsour
ced I T soluti
ons and ser v
ices t
ol eadi
ng global
customer sacrosskeyf ocusv ert
ical
s-Manuf actur
ing,BFSI(Banking,Financial
Servi
ces&I nsurance),CPG&R( ConsumerPackagedGoods&Ret ai
l)
,THT( Travel,
Hospitali
tyandTr ansport
ati
on)andMedi a&Ent er
tainment.

ITC'sf orayi ntotheFoodsbusi nessi sanout standi ngexampl eofsuccessf ul l

y
blendingmul ti
plei
nternalcompet enciestocreateanewdr iv
erofbusi nessgrowth.It
begani nAugust2001wi t
ht heintroduct
ionof'KitchensofI ndi
a'ready-t
o-eatI
ndi an
gourmetdi shes.In2002,I TCent eredtheconf ecti
oner yandst aplessegment swi th
thelaunchoft hebrandsmi nt
-oandCandy manconf ect i
oneryandAashi r
vaadat ta
(wheatf lour).2003wi tnessedthei ntr
oducti
onofSunf eastast heCompanyent er ed
thebiscui t
ssegment .ITC'senteredt hefastgrowingbr andedsnackscat egorywi th
Bingo!i n2007.I njustsev eny ears,theFoodsbusi nesshasgr ownt oasi gni
fi
cant
sizewi thov er200di ff
erenti
atedpr oductsundersi xdi sti
ncti
vebr ands,withan
enviabledi stri
buti
onr each,ar apidlygrowing mar ketshar eand asol i
d mar ket
standing.

In2002,ITC'sphi
losophyofcontri
but
ingt oenhanci
ngthecompet i
ti
venessofthe
ent
ir
ev al
uechainfoundy etanot
herexpressi
onintheSafet
yMatchesinit
iat
ive.I
TC
nowmar ketspopularsaf
etymatchesbrandsli
keiKno,Mangal
deep,Aim,Aim Mega
andAim Metro.

I
TC'
sf or
ayint
othemarket
ingofAgar
bat
ti
s(incensest
icks)in2003markedthe
mani
fest
ati
onofit
spar
tnershi
pwit
hthecott
agesector
.I TC'
spopul
aragarbat
ti
s
brandsi ncludeSpr ihaandMangal deepacrossar angeoff r
agrancesl i
keRose,
Jasmi ne,Bouquet ,Sandalwood,Madhur ,Sambr aniandNagchampa.I TCintr
oduced
EssenzaDiWi ll
s,anexcl usi
ver angeoff i
nef ragr
ancesand bat h& bodycar e
productsformenandwomeni nJuly2005.Inizi
o,thesignatur
erangeunderEssenza
DiWi ll
spr ovidesacompr ehensi
vegr oomingr egimenwi thdisti
nctl i
nesformen
(I
nizi
oHomme)andwomen( I
nizi
oFemme) .Continui
ngwi t
hitstraditi
onofbringi
ng
wor l
dclasspr oductst oIndianconsumer stheCompanyl aunched'FiamaDiWi ll
s'
,a
premium r angeofShampoos,ShowerGel sandSoapsi nSeptember ,Octoberand
December2007r especti
vely.

.
TheCompanyal solaunchedthe'Super
ia'
rangeofSoapsandShampoosi
nthemass
-
mar ketsegmentatselectmarketsi
n
October2007andVi velDeWi l
ls&Vivelrangeofsoapsi
nFebruar
yandViv
elr
ange
ofshampoosinJune2008.

Meani
ngofName

I
TCst andsfor“
Imperi
alTobaccoCompany
”ini
ti
all
ywheni
twasincor
porat
edforthe
st
1 t i
mei n1924.Lat
eronthenamehasbeenchangedto“Indi
anTobaccoLi
mited”
i
n1974.
Afterthat,inrecognit
ionoft heCompany '
smul ti-
busi
nesspor tfoli
oencompassi nga
wider angeofbusi nesses-Ci garet
t es&Tobacco,Hot el s,InformationTechnol ogy,
Packagi ng,Paperboards&Speci alt
yPaper s,Agri-
Exports,Foods,Li festyleRet ail
i
ng
andGr eeti
ngGi fti
ng& St ationery-t hef ullstopsint heCompany '
snamewer e
remov edef fect
iveSeptember18,2001.TheCompanynowst andsr echristened' I
TC
Limited'.Thereisnospeci f
icmeani ngofI TCnamei sgi venont heirwebsi te.But
whatIt hinkisthatiti
st henamegi ventot
hecompanyt osi gnifytheoperat i
onoft he
company .SinceITCst artedi tsbusinessint obaccoindust ry,theyhav echosent he
namet odemonst r
atet heirnat ur
eofbusi nessandwhatexact lywhatt heywantt o
perform.

Ev
olut
ionofName

ITC wasi ncorporatedonAugust24,1910undert henameof' I

mperialTobacco
CompanyofI ndiaLimited'
.ITChadahumbl ebegi nningandintheini
ti
alday si
tused
tooper at
efrom al easedof fi
ceonRadhaBazarLane,Kol kata.Onits16thbirthday
onAugust24,1926,I TCpur chasedtheplotofl andsi t
uatedat37,Chowr i
nghee,
(now renamedJ. L.Nehr uRoad)Kolkata.Twoy earslat
ercompany 'sheadquar t
er
buil
ding,'Vi
rginiaHouse'cameont hatplot.Pr ogressi
vel
yt heowner shipoft he
companyI ndianised,andt henameoftheCompanywaschangedt oI.
T.C.Limitedin
1974.Inrecogni t
ionoftheCompany '
smul ti
-busi
nesspor t
fol
ioencompassi ngawi de
rangeofbusi nesses,thef ul
lstopsi
nt heCompany '
snamewer eremovedef fecti
ve
September18, 2001andt heCompanywasr echr
istenedas'I
TCLi mit
ed'.
Si
ncethepr
esentr
esear
chisbasedont
heeducat
ionalandst
ati
oner
yof
fer
ingt
he
pr
ofi
l
eofthesameisgi
venasbel
ow:

Educat
ion&St
ati
onar
ypr
oduct
s

• I
TC madei t
sentryint
othestat
ioner
ybusinessi
ntheyear2002wit
hits
premium r
angeofnotebooks,
fol
l
owedintheyear2003wi
tht
hemorepopul
arr
ange
toaugmentit
sofferi
ng.

• Today,I
TCconti
nuestoblenditscorecapabi
li
tiestomarketagr
owi
ngr
ange
ofeducat
ionandst
ati
onerypr
oducts.Thesecapabil
i
tiesincl
ude,

a. Manuf act
urerofI
ndi
a‟sfi
rstOzonet
reat
edenv
ironmentf
ri
endl
yEl
ement
al
Chl
ori
ne
Fr
ee(ECF)pulp,
paperandpaper
board

b. Knowl edgeofimagepr ocessi

ng,pr
int
ing& conv
ersi
ongar
ner
edf
rom i
ts
Packagi
ng&Pri
nti
ngBusi
ness.

c. Br andBuildi
ng& Tr
adeMar
ket
ing& Di
str
ibut
ionst
rengt
hsr
esi
denti
nit
s
FMCGBusiness.

• I
TC‟s st
ati
oner
y Br
ands ar
e mar
ket
ed as “
Classmat
e”and “
Paper
kraf
t”,
wi
th
Classmat
e addressi
ng t
he needs ofst
udent
s and Paper
kraf
ttar
get
ed t
owar
ds
coll
egest
udentsandexecut
ives.

• Cl
assmate-I ndi
a‟st r
ulylar
gestNati
onalbrand,reachi
ng 65,000 out
let
s
acr
ossthecount
ry,hasov er300vari
ant
sinit
sr angewhichcomprisesnotebooks,
l
ongbooks,pr
act
icalbooks,drawi
ngbooks,
scrapbooks,r
eminderpadsetc.

• TheCl assmateFunN Lear nr

angeofchildrenbookstarget
ingpreschool
l
earners,comprisi
ngcategori
esli
kePreSchoolLearner,Act
iveMindsandRead
AloudTaleswithfeatur
esli
keWipenUseagain,Trace&ColorandPuzzlesensur
e
thatachil
d'
sfir
stlessonsar
etrul
yenj
oyabl
e.

• ClassmateInvent
oGeometryBoxes,
launchedforschoolst
udentscomprisea
worl
d-cl
assprecisi
oncompassandhi ghqual i
typlast
icinst
rumentscoupledwi th
i
nter
esti
ngt r
ivi
aandusef uli
nfor
mation,t
omakegeomet rymoref asci
nati
ngf or
st
udents.

• Aestheti
call
ydesigned,Classmat epensoffertheconsumerasmoot herand
morecomf ort
ablewr i
ti
ngexperi
encet hroughuseofer gonomicdesi
gn,reduci
ngthe
eff
ortrequi
redforwr i
ti
ng.Theinit
iallaunchcomprisesballpens-ClassmateSafar
i
andClassmateIlet-andgelpens-Cl assmateGli
derandCl assmateOctane.
• Anew entr
yt ot heClassmatepor
tfol
i
oisitsrangeofHBJetBlackpencil
s.
Desi
gnedat
tract
ivelyforschoolki
ds,t
hepencil
sofferauni
queadv
antageoflesser
l
eadwearoutandt hus,“St
aySharperf
orLonger
”.

• TheClassmat eNot ebookr angebuildsinregionalpreferencesandcatersto

therequirementsofAl lI
ndi a&St ateEducationBoards.Ev eryClassmatenotebook
carri
esI TC'
sCor porat
eSoci alResponsibi
l
itymessageoni t
sback.Forev eryfour
Classmat eNotebooks,ITCcont ri
butesRe.1t oitsruraldevelopmentini
ti
ati
vethat
supports,amongot herprojects,pri
maryeducationinvil
lages.

• Classmate has successfull

yrun the “Cl
assmate Young Aut
hor& Ar
ti
st
Contest”for5y ears.Thecontesti
sanationall
evelev
entgoingacr
oss34ci
ti
esand
get
ti
ngpar t
ici
pationfrom 5000school
s.

CHAPTER–2
RESEARCHAND
METHOLOGY
Obj
ect
ivesofr
esear
ch:
-
 Tost
udywor
kingofdi
str
ibut
orsi
nITCcl
assmat
eTost
udyhowI
TC
cl
assmat
ecoul
dpenet
rat
ethev
ari
ousi
nst
it
uti
on
 Toi
mpr
ovet
hequal
i
tyoft
hei
rpr
oduct
s.

 Tosur
viv
eint
hemar
ket
.

 Tohav
eloadsofst
oreswor
ldwi
de.

 Tobeanongoi
ngcompany
.
SCOPEOFSTUDY

Thescopeoft
hisst
udyi
stoanal
yset
hev
ari
ousmar
ket
ingst
rat
egi
esofI
TC
pr
oduct
sandt
oknowt
hathowt
hesest
rat
egi
esat
tract
sthebuy
erst
obuymor
eand
mor
epr
oduct
sofI
TC.Apar
tfr
om t
hisi
tfocusont
heobj
ect
iveoft
hecompany
.
Thr
ought
hisanal
ysi
swecaneasi
l
ycamet
oknowaboutt
hei
mageofacompanyi
n
amar
ketandf
indi
tspr
esentposi
ti
oni
nthemar
ket
.
MEANI
NGOFRESEARCH

Resear
ch i
s sy
stemat
ici
nvest
igat
ion ofa subj
ectt
o di
scov
ernew knowl
edge,
i
ncl
udi
ngdesi
gnsofnew pr
oduct
sandpr
ocesses.Thepr
ocessofcar
ryi
ngout
r
esear
chi
sinf
luencedheav
il
ybyt
het
opi
cbei
ngr
esear
chedandt
hepur
poseof
r
esear
ch.
Ident
if
yingt
hepr
obl
em ort
hespeci
fi
cresear
cht
ask.St
udy
ingex
ist
ing
i
nfor
mat
ionr
elat
edt
othepr
obl
em ort
her
esear
cht
ask.For
mul
ati
ngahy
pot
hesi
s
t
hatgi
vespossi
bleexpl
anat
ionordescr
ipt
ionoft
hef
act
stobeuncov
eredbyt
he
r
esear
ch.Col
l
ect
ingdat
aorev
idencet
hatenabl
est
her
esear
chert
otestt
hev
ali
dit
y
oft
hehy
pot
hesi
s.Anal
ysi
ngt
hedat
acol
l
ect
edanddr
awi
ngconcl
usi
onsbasedoni
t.

RESEARCHMETHODOLOGY

Resear
chmet
hodol
ogyi
sawayt
osy
stemat
ical
l
ysol
vet
her
esear
chpr
obl
em.I
tmay
be
under
stoodasasci
enceofst
udy
inghow r
esear
chi
sdonesci
ent
if
ical
l
y.I
nitwe
st
udyt
hev
ari
ous
st
epst
hatar
egener
all
yadopt
edbyar
esear
cheri
nst
udy
inghi
sresear
chpr
obl
em
al
ongwi
tht
hel
ogi
cbehi
ndt
hem.I
tisnecessar
yfort
her
esear
chert
oknownotonl
y
t
her
esear
chmet
hods/
techni
quesbutal
sot
hemet
hodol
ogy
.Resear
cher
snotonl
y
needt
oknowhowt
odev
elopcer
tai
nindi
cesort
est
s,howt
ocal
cul
atet
hemean,
the
mode,t
hemedi
anort
hest
andar
ddev
iat
ionorchi
-squar
e,how t
oappl
ypar
ti
cul
ar
r
esear
ch t
echni
ques,butt
heyal
so need t
o know whi
ch oft
hese met
hods or
t
echni
ques,ar
erel
evantandwhi
char
enot
,andwhatwoul
dtheymeanandi
ndi
cat
e
andwhy
.Resear
cher
sal
soneedt
ounder
standt
heassumpt
ionsunder
lyi
ngv
ari
ous
t
echni
quesandt
heyneedt
oknowt
hecr
it
eri
abywhi
cht
heycandeci
det
hatcer
tai
n
t
echni
quesandpr
ocedur
eswi
l
lbeappl
i
cabl
etocer
tai
npr
obl
emsandot
her
swi
l
lnot
.
Al
lthi
smeanst
hati
tisnecessar
yfort
her
esear
chert
odesi
gnhi
smet
hodol
ogyf
or
hi
spr
obl
em ast
hesamemaydi
ff
erf
rom pr
obl
em t
opr
obl
em.Forexampl
e,an
ar
chi
tect
,whodesi
gnsabui
l
ding,hast
oconsci
ousl
yev
aluat
ethebasi
sofhi
s
deci
sions,i
.e.
,hehast
oev
aluat
ewhyandonwhatbasi
shesel
ect
spar
ti
cul
arsi
ze,
numberandl
ocat
ionofdoor
s,wi
ndowsandv
ent
il
ator
s,usespar
ti
cul
armat
eri
als
andnotot
her
sandt
hel
i
ke.Si
mil
arl
y,i
nresear
cht
hesci
ent
isthast
oexposet
he
r
esear
chdeci
sionst
oev
aluat
ionbef
oret
heyar
eimpl
ement
ed.

TYPESOFRESEARCH

 EXPLORATORYRESEACH

Expl
orat
oryr
esear
ch 
i
sat
ypeof
 r
esear
ch 
conduct
edf
orapr
obl
em t
hathas
not been cl
ear
ly def
ined. Expl
orat
oryr
esear
ch hel
ps det
ermi
ne t
he
best
 r
esear
ch 
desi
gn,
 
dat
a col
l
ect
ion 
met
hod and sel
ect
ion ofsubj
ect
s.I
t
shoul
ddr
aw def
ini
ti
veconcl
usi
onsonl
ywi
thext
remecaut
ion.Expl
orat
ory
r
esear
ch of
ten r
eli
es on 
secondar
yresear
ch 
such as r
evi
ewi
ng av
ail
abl
e
l
i
ter
atur
eand/
ordat
a,orqual
i
tat
iveappr
oachessuchasi
nfor
maldi
scussi
ons
wi
thconsumer
s,empl
oyees,managementorcompet
it
ors,andmor
efor
mal
appr
oaches t
hrough i
n-dept
h i
nter
views,
 
focus gr
oups, pr
oject
ive
met
hods,
 
case st
udi
es 
or 
pil
ot st
udi
es. The 
Int
ernet
 al
l
ows f
or r
esear
ch
met
hodst
hatar
emor
eint
eract
ivei
nnat
ure.

 DESCRI
PTI
VERESEARCH

 
Descr
ipt
iver
esear
chi
ncl
udessur
vey
sandf
actf
indi
ngenqui
ri
esofdi
ff
erent
ki
nds.Themaj
orpur
poseofdescr
ipt
iver
esear
chi
sdescr
ipt
ionoft
hest
ateof
af
fai
rsasi
texi
stsatpr
esent
.Insoci
alsci
enceandbusi
nessr
esear
chwe
qui
teof
tenuset
het
erm Expostf
act
oresear
chf
ordescr
ipt
iver
esear
ch
st
udi
es.Themai
nchar
act
eri
sti
coft
hismet
hodi
sthatt
her
esear
cherhasno
cont
rolov
ert
hev
ari
abl
es;hecanonl
yrepor
twhathashappenedorwhati
s
happeni
ng.Mostexpostf
act
oresear
chpr
oject
susedf
ordescr
ipt
ivest
udi
es
i
n whi
ch t
he r
esear
cherseekst
o measur
e such i
temsas,f
orexampl
e,
f
requencyofshoppi
ng,pr
efer
encesofpeopl
e,orsi
mil
ardat
a.Expostf
act
o
st
udi
esal
soi
ncl
udeat
tempt
sbyr
esear
cher
stodi
scov
ercausesev
enwhen
t
hey cannotcont
rolt
he v
ari
abl
es.The met
hods ofr
esear
ch ut
il
ized i
n
descr
ipt
iver
esear
char
esur
veymet
hodsofal
lki
nds,i
ncl
udi
ngcompar
ati
ve
 andcor
rel
ati
onal
met
hods.

Myr
esear
chi
saExpl
orat
oryr
esear
ch
SOURCESOFDATA
1)Pr
imar
yDat
a

Thedat
acol
l
ect
edbyt
hei
nvest
igat
orf
orhi
sownpur
pose,
fort
hef
ir
stt
ime,
from
begi
nni
ng t
oendar
ecal
l
edpr
imar
ydat
a.Thesear
ecol
l
ect
edf
rom t
he
sour
ceofor
igi
n.I
nthewor
ldofWessel
.Dat
aor
igi
nal
l
ycol
l
ect
edi
nthepr
ocessof
i
nvest
igat
ionar
eknownaspr
imar
ydat
a.Pr
imar
ydat
aar
eor
igi
nal
.Theconcer
ned
i
nvest
igat
ori
sthef
ir
stper
sonwhocol
l
ect
sthesei
nfor
mat
ion.Thepr
imar
ydat
aar
e
t
her
efor
e,af
ir
sthandi
nfor
mat
ion.

2)Secondar
yDat
a

Secondar
ydat
aar
ethosedat
awhi
char
eal
readyi
nexi
stenceandwhi
chhav
e
beencol
l
ect
edf
orsomeot
herpur
poset
hant
heanswer
ingoft
hequest
ioni
n
hand..Accor
dingt
oWesseldat
acol
l
ect
edbyot
herper
sonsar
ecal
l
ed
secondar
ydat
a.Thesedat
aar
ether
efor
ecal
l
edsecondhanddat
a.Obv
iousl
y,
si
ncet
hesedat
ahav
eal
readybeencol
l
ect
edbysomeoneel
se,
thesear
e
av
ail
abl
eint
hef
orm ofpubl
i
shedcol
l
ect
edorunpubl
i
shedr
epor
ts.

I
nthi
sst
udy
,

Sour
cesofdat
acol
lect
ed-t
hisst
udyi
sbasedonpr
imar
ydat
a.

Met
hods-t
hemet
hodsoft
hedat
acol
l
ect
edusedi
nthi
sst
udyar
e:

 Pr
imar
ydat
a-Quest
ionnai
remet
hod(
quest
ionnai
reconsi
sti
ngof8
quest
ions) and Obser
vat
ion met
hod.
(For Quest
ionnai
re See
ANNEXURE)

SAMPLESI
ZE
 ar
ound100peopl
ewasgi
vent
hequest
ionnai
rest
ofi
ndoutt
heanal
ysi
s.

CHAPTER-
3
DATAANALYSISAND
INTERPRETATI
ON
The f
indi
ngs ar
e based on t
he quest
ionnai
re whi
ch was ci
rcul
ated onl
i
ne t
o
consumer
sthr
oughv
ari
ouswebsi
tesv
iz.Facebook,Gmai
l
,Li
nkedI
net
c.t
hebel
ow
ar
egi
vent
hef
indi
ngs.TheFi
g.1i
sthepr
efer
enceofconsumer
stheyexhi
biti
n
buy
ingst
ati
oner
ypr
oduct
s,t
het
otalbr
andsment
ionedi
nthequest
ionnai
rewer
e5
v
iz.Apsar
a,Kor
es,
Caml
i
n,Nav
neet
,Cl
assmat
eandFabercast
ell
.Ther
anki
ngoft
he
br
andsi
sint
ermsofper
cent
age.

Ranki
ngofBr
ands
40

35

30

25
Ser
ies
20 1

15

10

0
Apsar
a Kor
es Caml
i
n Nav
neet Cl
assma Faber
te Cast
ell
Ser
ies
1 18.
987 8.
86 15.
189 4.
43 35.
443 17.
088

Fi
gur
e1

Thef i
gure1depi ctsthatconsumer sr ankClassmat easnumber1st at
ionerybrand
fol
lowed by Apsar a and FaberCast ell
.The r anking depictsthe ov eral
lbuy er
behaviourtowardstheClassmat e.Thequest i
onaskedf orthi
squest ionwasr anki
ng
thebrandsonascal eoffive,wher e1st oodf orthemostpr eferr
edand5st oodf or
l
eastpr ef
erredandoutoft hebr andsshowni nt hefigur
eCl assmategotmostoft he
1sand2sandt heov er
allpercentageofget ti
ngmostpr eferr
edr anki s35. 443%
whichi squi t
ehi ghcompar ingi ttot heot hercompet it
orbr ands.Cl assmat ei s
fol
lowedbyApsar aandFaberCast ellwith18.
987%and17. 088%r espect i
v el
y.
Asr ecal
latt
het
imepl
aysav
eryi
mpor
tantr
olef
rom company
‟spoi
ntofv
iewt
he
recall
per
cent
ageofCl
assmat
e‟s“
let
‟sputI
ndi
afi
rst
”ini
ti
ati
vei
sgi
veni
ntheFi
g2

Recal
lPer
cent
age
80
60 Ser
ies
1
40
20
0
Yes No
Ser
ies
1 75 25

Fi
gur
e2

The figur
e 2 depictsthe r
esponses int he for
m ofYes and No,75% oft he
respondentswereawar eoftheschemeand25% di dnotknow aboutthescheme.
Theawar enessist hebasi
sf orpref
erence,andasest abli
shedbyresponses,the
awarenessofCl assmat eCSR ismodest .Sinceawar enessisoneoft hemost
i
mpor tantfact
orsint hebuyer‟
spurchasepr ocess.Only25% oftherespondents
werenotawar eoftheCSReffortsofCl
assmat e.

Pr
efer
encef
orCl
assmat
eduet
oit
sCSRi
nit
iat
ives

Pr
efer
ecef
orCl
assmat
e

80
60 Ser
ies
1
40
20
0
Yes No
Ser
ies
1 75 25

Fi
gur
e3

Thefi
gure3depict
stheresponsescol
l
ectedi
nthefor
m ofYesandNo,thequest
ion
askediswhethertheCSRef fort
sofClassmat
eleadsthem t
opreferitoverthe
companiesnotdoi
ngCSR.
 12.
Thefiguredepict
s75%oft hetotalr
espondentsshowedaposi
ti
ver
esponsewhich
i
sexactlyequaltotheper
centageofrespondentswhoareawar
eoftheCSReff
orts
ofCl
assmat e.
At
tent
iont
owar
dsCSR:

Theatt
enti
ontowar
dstheCSRact
ivi
ti
esaspert
her
esponsesi
sgi
veni
nthef
igur
e4,
ther
esponsesar
ebelow:

At
tent
iont
owar
dsCSR
45
40
35
30
25
Ser
ies
20 1
15
10
5
0
Str
ongly St
rongl
y
Agr
ee Neut
ral Di
sagr
ee
agree di
sagr
ee
Ser
ies1 18 25 40 10 7

Fi
gur
e4

Thef i
gure4depictsthepercent
ageofpeopl ewhopaycloseat tenti
ont otheCSR
i
niti
ati
vesandaspert heresponsescoll
ected40%ar eneutr
alt othisand18%and
25% strongl
yagreeandagr eerespect
ivel
y.Relat
ivel
yonlyasmal lpercentageof
consumer sdonotpayatt
entiontot
heCSRef for
ts.Agoodper centageofpeopleare
neutr
altoitwhichmaybet akenasanopportuni
tyasthei
nterestamongconsumer s
canbegener at
edbyeffor
tsbyanycompany .

Readi
nessf
orPr
emi
um Pr
ice:

Readi
nesst
opaypr
emi
um pr
ice
30
25
20
15 Ser
ies1
10
5
0
Str
ongly Agr
ee Neut
ral Di
sagr
ee St
rongly
agree di
sagree
Ser
ies1 16 27 29 19 9

Fi
gur
e5

The questi
on was i
ntended to know the r
eadi
ness ofpeopl
etowards pay
ing
premi
um pr i
ceandt
her esult
sinthesampledepictt
hat29%areneutr
alt
owardsit
,
27%arer eadyt
opayapr emium pri
ceand16%ar estr
ongl
yreadyt
opaypremium
pr
ice.The premium price i
sthe ext
ra pr
ice t
hatconsumer
s payt
o hel
pless
pr
ivi
legedoranyothercause.
Del
iber
atebuy
ingofCl
assmat
eduet
oCSR:

Del
iber
atepur
chaseofCl
assmat
e
30
25
20
Ser
ies
1
15
10
5
0
Str
ongly Agr
ee Neut
ral Di
sagr
ee St
rongly
agree di
sagree
Ser
ies
1 16 27 29 19 9

Fi
gur
e6

Deliber
atepurchaseofCl assmaterefer
st othet endencyofconsumer sto buy
Classmate st
ationerybecause ofits soci
alinit
iati
ves.The deli
ber
ate pur
chase
meansaconsumerpr eferstobuyClassmateev eniftheopti
onsareavai
labl
eandit
maybeassumedatal owerpr i
ce.SinceClassmat estat
ioner
yi scomparati
vel
y
foll
owinghi
ghpr ici
ngconsumer sst
il
ldon‟tmindpay i
nghighpri
ce.

Recommendat
iont
oot
her
s:

Recommendat
iont
oot
her
s

30

20
Ser
ies
1
10

0
Str
ongly Agr
ee Neut
ral Di
sagr
ee St
rongl
y
agree di
sagr
ee
Ser
ies
1 21 30 24 15 10

Fi
gur
e7

Therecommendat
ionr
eferstoadver
ti
ngother
stobuyapart
icul
arpr
oductorser
vice
her
eitrefer
stoCl
assmate,asrecommendati
onisafor
m ofcommunicati
onthatis
qui
tepower f
ult
hatworksf orthebenef
itofacompany .A highpercent
ageof
r
espondent
sagreedt
hatt
heyref
erpeopl
etobuycl
assmat
ewhi
chi
sagoodsi
gn,
r
ecommendati
onmaybeassumedtobe

equiv
alentt
or ef
err
althusitneedstobeunder
stoodt
ohel
pconsumer
stor
efer
other
sinthebenefi
tofthecompany
.

Senseoff
ulf
il
ment
:

Senseoff
ulf
il
ment

45

40

35

30
Ser
ies
25 1

20

15

10

0
Str
ongly Agr
ee Neut
ral Di
sagr
ee St
rongly
agree di
sagree
Ser
ies
1 20 41 17 16 6

Fi
gur
e8

Thesenseoff ulf
il
menthasav erymodestr ol
et oplayinshapi
ngt heconsumer
behaviourpreci
selyspeakingconsumerpr ef
erence.Asthesenseoff ul
fi
lmentisa
psychologi
calprocessthatsat
iat
esaconsumerneedwhi chult
imatel
yleadstoextr
a
sati
sfacti
on thata consumerget s on buyi
ng a productas a by-pr
oduct.The
cont
ributi
onofCl assmatef ort
hepurposeofeducati
onforlesspr
ivil
egedonsaleof
ever
ypr oductleadstoasenseoff ulf
il
mentintheconsumer swhichisdepict
edin
the(
figure8)61%bel iev
et hati
tisasourceofful
fi
lmentforthem,ontheotherhand
l
esserpercentageisagainstthestat
ement
Hel
pingourcount
ryi
npur
sui
ttowar
dsdev
elopment
:

40

35

30

25
Ser
ies
1
20

15

10

0
Str
ongly Agr
ee Neut
ral Di
sagr
ee St
rongly
agree di
sagree
Ser
ies
1 17 37 24 11 11

Fi
gur
e9

Sinceourcount ryhasbeenaspiri
ngt obet aggeddevelopedint hei mmedi atefuture
andi thasbeenst ri
vi
nghar dtoachi evet hesamest atusbutwear er ankedl owon
thel i
ter
acyandt hi
spat hbreakingst rugglehasbeenj oi
nedbymanycor porate
playersincludi
ngITC,t
henot i
onbehi ndt hisquesti
onwast ounder standt hel evelof
agreementofpeopl etowardsthei nit
iat
ivebei ngundertakenbyCl assmat e,whet her
theyappr eciat
eitseff
orttowardst hesameornotandaccor di
ngt ot hef i
gure9a
good per centageof51% r espondent sagr eed and 22% di sagreed.Thusov eral
l
respondent shaveshownaposi t
iveandf av ourabl
eresponsef ortheef fort
.
17.
Companygi
vi
ngbackt
osoci
ety
:

Companygi
vi
ngbackt
osoci
ety
35
30
25
20 Ser
ies
1
15
10
5
0
Str
ongly Agr
ee Neut
ral Di
sagr
ee St
rongly
agree di
sagree
Ser
ies
1 20 33 26 16 5

Fi
gur
e10

Inmoder nt i
mescompaniesar eanti
cipatedtogi vebacktot hesoci
et yasever
y
i
ndi v
idualinasocietyi
ssupposedto.Classmat eisalsotr
yingtogivebackt ot
he
societyanditremainsaquest i
onhow wel lisittakenbythesociety.Asperthe
fi
ndingsfigure10,53%agreethatt
heCl assmate( I
TC)istry
ingtogivebackt ot
he
societyintheform ofeducat
ionforpoor .Int
eresti
ngly26% areneutraland21%
disagree.

Adv
ert
isi
ngandpubl
ici
typur
poses:

Sincet her
ei sari
chsegmentofpeopl ewhobel i
evethatCSRi sj ustamar keti
ng
gimmi ckthatcompaniespl aytoatt
ractattenti
onandpubli
cit
y.Fort hesamer eason
thisquest i
onwasaskedt oknow t her esponseofconsumer st owar dstheCSR
effor
tsofI TCandther esultsarer
epr esentedinf
igur
e11bel ow,43%sayt heydoi t
foradv ert
isi
ngpurposeswhi chisqui tehighandonl y26% ofr espondent shave
decli
nedt hestat
ement ,thusitshouldbenot edthatther
eisal owper cent
agewho
denyiti samarket
ingploy .

Adv
ert
isi
ngandPubl
ici
tyPur
poses
35
30
25
20
15 Ser
ies1
10
5
0
Str
ongly Agr
ee Neut
ral Di
sagr
ee St
rongly
agree di
sagree
Ser
ies 15 28 31 18 8
 1

Fi
gur
e11

2.1Consumers’
opi
nionontheot
herCSRact
ivi
ti
es
under
takenbycompanies
Many questi
ons were asked to coll
ectthe r
esponses t
o know how strongly
consumersfeelabouttheotherini
ti
ati
vesunder
takenbyothercompani
esast heir
CSR.Theotherini
ti
ati
vesmost l
yundertakenbycompaniesexcl
udi
ngeducat
ionf or
l
esspriv
il
egedareli
stedasunder:

 Saveenvir
onmentinit
iat
ives
 Publi
chealthandhygi
ene
 Womenempower ment
 Ruraldev
elopment

2.
Theeducat
ionf
orpoorgott
hebel
owr
esponses.

Educat
ionf
orpoor
Most
14 613 i
mport
ant
I
mpor
tant

20 Neut
ral
47 Noti
mpor
tant
Leasti
mpor
tant

Fi
gur
e12

2.Sav
eenv
ironmenti
nit
iat
ive

Sav
eenv
ironmenti
nit
iat
ive
8
10 20 i
Most
mpor
tant
25 I
mpor
tant
37 Neut
ral
Noti
mpor
tant
Least
i
mpor
tant
3.Publ
icheal
thand
hygi
ene

Publ
icheal
thandhy
giene
6 Most
15 27 i
mpor
tant

20 I
mpor
tant
32 Neut
ral
Noti
mpor
tant
Least
i
mportant

Fi
gur
e14

4.Women
empower
ment

Womenempower
ment
7 Most
10 23 i
mpor
tant

28 I
mpor
tant
32 Neut
ral
Noti
mpor
tant
Least
i
mportant

Fi
gur
e15

5.Rur
aldev
elopment

40
Rur
aldev
elopment
3
13 21
23
Mosti
mpor
tant
I
mpor
tant
Neut
ral
Noti
mpor
tant
Leasti
mpor
tant
Fi
gur
e16

The abov eis gi

ven the consumers‟view ofvarious i
nit
iat
ives undert
aken by
companies,asitcanbeeasi l
ydepict
edfrom t
hefiguresabovethattheconsumer s
dof eelstr
ongl
yaboutallt heini
ti
ati
vesabove.Now amongal ltheinit
iat
ivesthe
i
nit
iati
vesthataregiv
enmor eweightagearerur
aldev el
opmentandeducat i
onfor
l
esspr i
vi
legedwit
h61%and60%r especti
vel
y.

The findings oft he abov

e pie chart
s can be summar i
sed as bel
ow iti
sthe
summar i
sationofpi echartstof indtheini
ti
ativethatismostf avour
edbythe
consumer s.Alltheabov ei
nit
iat
ivesareneedofthehourinourcountryandmaybe
takenser iousl
yandi ngoodspi ritbyallthestakeholder
sandt hemostamong
stakeholdersi.
e;soci
ety.

Themostdesi
redCSRbyt
heconsumer
s

61
60
59
58
57
56 Ser
ies
1
55
54
53
52

Fi
gur
e17
Thef i
gure17depict
sthatallthef i
veinit
iat
ivesarefel
tstr
ongl yaboutbyconsumer s
andamongt hem t
hemostpr eferr
edanddesi redoneisruraldev elopmentf oll
owed
byeducat i
onforl
esspri
v i
l
eged, foll
owedbypubl icheal
thandhy giene.Educat ionfor
l
esspr iv
il
egedisverymuchsuppor tedbytheconsumer s,
whi chi squi teagoodsi gn
forI
TC.I fwelookattheanaly si
sabov eallt
hei ni
ti
ati
vesarequi ter elevanti
nI ndian
contextaswear easpir
ingtoachi ev egrowth,devel
opmentandsust ai
nabil
ityallof
theabov ecanpavewayf orthebet termentofIndiaasacount r
y.Sot hecompani es
canl ookaboutalltheopt i
onsav ail
abl
eandt rytolookf ort hei nit
iat
ivet hatis
str
onglyfeltbyt
heconsumer s.
Onthebasi
sofdemogr
aphi
cfact
orst
hesampl
echar
act
eri
sti
cscanbesummedup
as:

1.Gender

Gender

23 Male
Femal
e
77

Fi
gur
e18

The77ar
emal
esand23ar
efemal
es.

2.Age

15 8
15-
20
20-
25
moret
han
77 25

Fi
gur
e19

Theage-
wisecomposi
ti
onoft
hesampl
eisasf
oll
ows:

15-20ar
e8respondent
s,20-
25ar
e77r
espondent
sand15r
espondent
sar
emor
e
than25year
sold.

3.Occupat
ion

36
Busi
nessm
Occupat
ion an

33 Empl
oyee
St
udent
58
Ot
her
s

Fi
gur
e20
58st
udent
s,33empl
oyees,
6busi
nessmenand3ot
her
s.

4.Mont
hlyi
ncome:

Mont
hlyI
ncome
<15000
15000-
20000
32
47 20000-
25000
Morethan
25000
12
9

Fi
gur
e21

Thefi
gur
e21depictsthat47% ofthepopul
ati
onunderstudyhav
e<Rs15000
mont
hlyi
ncome,32% havemorethanRs.25000mont hl
yincomeand12% hav
e
mont
hlyi
ncome20000-
25000rs

5.Educat
ionall
evel
:

Educat
ionLev
el

Graduat
io
27 n
Mat
ri
cul
ati
on
PostGr
aduat
ion
Secondar
y
School
3

67

Fi
gur
e22

Thefi
gure22depi
ctst
hat67%arepostgraduat
es,27%aregr
aduat
es,
3%hav
e
matr
icul
atedand5%havesecondar
ylev
elofeducati
on.
CHAPTER-
4
FI
NDING
Summar
yoff
indi
ngs

Thef
indi
ngsar
easf
oll
ows:

CONSUMERS‟QUESTI
ONNAI
RE

 Sincememor abi
li
tyandawarenessofcompani
esCSReff
ort
sisveryi
mport
ant
andcruci
al,i
twasf oundt
hatoutof100consumers75% ofthem werev
ery
awareoftheef fort
sofClassmate( I
TC)andtheycoul
drecal
litwhichi
sa
modestpercentage.
 Theprefer
enceofclassmat
eoverot
herstat
ionerybr
andsisexhi
bit
edby
75%ofconsumer swhichmaybeassoci
atedwiththerecal
loft
heCSR
eff
ortofClassmat
e.
 Theattent
ioni
spaidbyconsumerstowardst
heconsumer
s,43%agr
eedt
hat
theypaycl
oseatt
enti
ontotheseef
fort
s.
 Thereadi
nesst
opayhi
gherpr
icewasquiteseenas43%oft
her
espondent
s
sai
dtheyarewi
l
li
ngt
opaypremium pr
ice.
 Del
iber
atebuyisexhi
bit
edbyconsumers,53% agr
eedt heydel
i
ber
atel
ybuy
cl
assmatebecauset
hecompanyi
shelpi
ngthelesspri
vi
leged
 Peopler ecommend t
hebr and t
o ot
herconsumer
sand 51% oft
het
otal
respondentsagr
eedonthi
s.
 Thesenseofful
fi
lmentwasfoundtobeoneoft hemostsigni
fi
cantf
act
ors
and61%agreedt
hatitbr
ingsaboutasenseoff
ulf
il
mentt
othem.
 54% ofthesampl
epopulat
ionagr
eedthatCl
assmateishelpingIndi
ai n
pur
suitt
owar
dsdevel
opment
.
 53%agreedt
hatCl
assmat
eisgi
vi
ngbackt
othesoci
etyt
hroughtheini
ti
ati
ve.
 43%ofthesamplepopul
ati
onsai
dthatt
hecompanydoesi
tforadv
ert
isi
ng
andpubl
i
cit
ypur
poses.
 58%respondentssaidtheyfeelst
rongl
yaboutini
ti
ati
vesl
iketheclassmat
e‟s
eff
ort
,theotherini
ti
ati
vesrefertosaveenvi
ronmentini
ti
ati
ves,publi
cheal
th
andhygiene,
womenempower ment,
rur
aldev
elopment.
CHAPTER-
5
LI
MITATI
ON
LI
MITATI
ONSOFTHEPROJECTSTUDY

Si
ncet
het
opi
ccor
por
atesoci
alr
esponsi
bil
i
tyi
soneoft
hemostdi
scussed
t
opi
cs i
nthe moder
n day busi
ness,i
thas dr
awn at
tent
ion f
rom al
lthe
st
akehol
der
sincl
udi
ngconsumer
s.Consumer
sar
eal
sobui
l
dingconsci
ousness
t
owar
dst
hesame.Si
ncet
hepr
esentr
esear
chhasbeenconduct
edt
ost
udyt
he
t
opi
cimpactofCSRont
heconsumerpr
efer
encet
hought
her
esear
chhasbeen
conduct
edqui
ter
igor
ousl
ybutst
il
lli
ket
her
ulesay
sev
eryr
esear
chhassome
l
i
mit
ati
onst
owhi
char
esear
chercan‟
tat
tendt
oduet
othei
nher
entl
i
mit
ati
onsi
n
t
her
esear
chpr
ocess.Thepr
esentr
esear
chsuf
fer
sfr
om f
oll
owi
ngl
i
mit
ati
ons:

 Smal
lsampl
esi
ze:Thesampl
esi
zeoft
hepr
esentr
esear
chi
s100whi
ch
i
squi
tesmal
lkeepi
ngi
nvi
ewt
hescopeofCor
por
ateSoci
alResponsi
bil
i
ty
andi
tsi
mpactont
hesoci
ety
,itwoul
dhav
ebeenpr
udent
ialt
oinv
olv
ethe
benef
ici
ari
esoft
heschemebutduet
oconst
rai
ntsoft
imeandf
inancei
t
wassubj
ectt
oconf
inement
.

 Composi
ti
onofsampl
e:Thesampl
eiscomposedofgoodnumberof
educat
edpeopl
ewho ar
equi
teconsci
ousoft
heposi
ti
veornegat
ive
measur
esoft
hecompani
es.I
naddi
ti
ont
othatal
mostnoneoft
hemi
nor
st
udent
shasf
oundapl
acei
nsampl
ewhi
chal
sowoul
dhav
ebeenqui
te
usef
uli
nunder
standi
ngt
hebehav
iorofchi
l
drent
owar
dst
hescheme,
becauset
heyar
eal
sot
hedi
rectcust
omer
soft
heCl
assmat
epr
oduct
s.

 Met
hod ofsampl
i
ng:Conv
eni
ence sampl
i
ng t
hough qui
te usef
ulbut
suf
fer
sfr
om many l
i
mit
ati
ons t
hatl
i
mitt
he equalchance ofev
ery
i
ndi
vi
dualbei
ngsel
ect
edi
nthesampl
e.Si
ncet
hesampl
i
ngf
ramei
snot
known,andt
hesampl
eisnotchosenatr
andom,t
hei
nher
entbi
asi
n
conv
eni
ence sampl
i
ng ar
ises t
hat t
he sampl
e i
s unl
i
kel
yto be
r
epr
esent
ati
veoft
hepopul
ati
onbei
ngst
udi
ed.Thi
sunder
minesourabi
l
ity
t
o make gener
ali
zat
ions f
rom t
he sampl
etot
he popul
ati
on we ar
e
st
udy
ing.

 CSRbei
ngasoci
ali
nit
iat
ive,i
tissuppor
tedbyev
eryi
ndi
vi
dualonpaper
:
Thebi
asar
isesf
rom t
hehumannat
urewhi
chi
speopl
etendt
osuppor
t
causesonpaperbutwhenact
ioni
stobet
akenonl
yaf
ew pr
ovet
obe
pr
agmat
ic.
Onl
inedatacoll
ect
ion:Thought
heonli
nedatacollect
ionisconv
eni
entandcost
ef
fect
ivemethod,i
tli
mitsthei
nter
act
ionofrespondentswitht
heenumerat
or
 CHAPTER-
6
CONCLUSIONAND
SUGGESTI
ON
Concl
usi
onsandSuggest
ions

Thepr esentresearchrepor
tsupport
spr evi
ousr esearchresul
tsreport
edi nthe
l
iterature,suggesti
ngthatasubstanti
al,vi
able,andi dent
if
iabl
emar ketsegment
existstherethatconsi
dersacompany‟
slevelofsocialr
esponsibi
li
tyi
nthebusiness.

Ther esearchpresent
sanel abor ateandexpl ainedst udyofconsumerpr efer ence
andcor porat
esocialr
esponsi bil
i
ty .Itshouldbenot edt hatther esul
tsarefavouring
theli
t er
aturethatCSR hasadi rectr el
ationshipwi tht heconsumerpr eference.
Addit
ionall
ysomei mpor t
antf actorst hatplaymor eimpor tantroleinthepr
efer ence
areattenti
onandawar eness.Theawar enessi sthev er
ybasef orbuil
dingpr
efer ence
asconcl udedbymostofr esearcher sandi tsimpl i
cationi nthedet er
minationof
pref
erencehasbeenpr ovedt obet rue.

Theawar enessisnotlonefactorthatl
eadstoconsumerprefer
encerat
heraclosel
y
rel
atedfactorhasbeenalsof oundt obequit
eusefuli
nthisregar
d,theat
tent
ionat
thetimeofpur chase.Theawar enessthoughisveryi
mportantbutatt
ent
ionatthe
ti
meofpur chaseprovestobemor einfl
uent
ialasaconsumerisquiteemoti
onall
y
touchedincasehehasnev ercomet oknowaboutthesame.

Alsopay inghighpr emi um pri

cehasnotbeenappr ovedqui t
ev i
ableasperthe
presentresearch,t
her egressi
oncoef fi
cient
shav ebeenf oundnegativef
oritwhi
ch
provesthatconsumer sdon‟ twanttopayhi gherpri
cerathertheythi
nkitt
obeaduty
onpar tofthecompani esandpr efertheonedoi ngitbecauseonlyaf ewcompani
es
haveinit
iati
vessupportingsocialcauses.

Alsotheconsumer
sdon‟
tbel
i
evet
hati
tishel
pingourcount
ryal
ongwayi
npur
sui
t
ofthedevel
opment
.

Thusitcanbeconcl udedt hatCSRi ni

ti
ativ
esar ebei
ngtakenqui
teusefull
yfrom
Company ‟
spointofview,somor eandmor eCSReffor
tsshoul
dbeencouraged.As
i
tisnotonlytheconsumer swhol ookatt heissueint
hisway,t
herearealsomor e
st
akeholdersmostl
yext ernalwhot akeitqui t
eposit
ivel
y.Thefol
lowingaret he
argumentsinf
avourofCSR:

Changed publ ic expectati

ons:one oft he mostpotentargument sforsoci al
responsibi
li
tyisthatpubli
cexpectati
onsfrom busi
nesshavechanged.Iti
sreasoned
thattheinsti
tuti
onofbusi nessexist
sonlybecauseitsat
isf
iest
hev al
uabl
eneedsof
society
.Societygivesbusinessitschart
ertoexist
,andthechart
ercanbeamended
orrevokedatanyt i
met hatthebusinessfail
stoli
veupt osoci
ety
‟sneedsandgi ve
thesocietyi
twant s.

Balancedresponsibi
li
tywi t
hpower :thebusiness‟sresponsibi
li
tyshoul
dbemor e
rel
atedtoitspower .Itisr easonedt hatbusinesseshasv astamount sofsocial
power.Theydoaf f
ecttheeconomy ,minori
ti
esandot hersocialpr
oblems.I
ntur
n,an
equalamountsocialresponsibi
li
tyisrequi
redtomat chthei
rsocialpower.
Businesshast heresources:thebusinesshasavastpoolofresour
cesi
ntermsofmen,
tal
ents,funct
ionalexperti
se,anddeeppocket s.Pr
obably,busi
nessiswi
thoutpeer
sin
respectoftheresourcesitpossesses.

ThusCSRi
nit
iat
iveshav
eabear
ingi
nthedet
ermi
nat
ionofconsumerpr
efer
ence.

Thepr esentr esearchfindingsar equiteincredi

blewhichmaybequi t
eusefultot he
compani esinr espectoft heireffort
stofosterprefer
enceoftheirproduct
sov erother
compet it
ors.Theul t
imategoalshoul dbet hebenef i
ttosocietyandbenef i
ttot he
organisati
onaswel lbecauset her eareacademicianswhoarguet hatthebusinessof
businessisonl ybusiness,sot herehastobeasy nthesi
stobringaboutanemer gent
approacht otheissuet ocreateani mpactthatispositi
vetot
hecor porat
ecit
izenshi
pof
acompanyandal sotheimage.

As per the fi
ndi
ngs of t
he present r
esear
ch I woul
d l
i
ke t
o make some
recommendat
ionswhi
char
eli
stedasbelow:

 The at
tenti
on atthe t
ime ofpurchase has been f
ound qui
tei
mportantso
companiesshoul
dtrytomakethei
reffor
tv i
sibl
etoconsumerssot
hati
tflashes
i
nthemi ndofaconsumerbefor
epurchasi
ng.
 Theawarenessamongconsumerscannotbei
gnoredatanycost
,ther
ehast
obe
apropercommunicat
ionst
rat
egytocreat
eawareness.
 Ther
ecanbesomemet hodsthr
oughwhichacust omerrecommendsother
cust
omer
stobyapr
oductasr
ecommendat
ionhasbeenfoundqui
tei
mport
ant.
 Thoughsenseoff ulf
il
menthasbeenf oundtohaveaweakrelat
ionshipbutit
cannotbeignored,thusadvert
isementshoul
dbedoneinamannert hattr
iest
o
conveythesenseoff ul
fi
lmentt
hatonegetsbycont
ri
but
ingt
othesociety.
 Thenot i
onthatCSReff
ortshel
pacountryt
owardsdevel
opmenthasnotbeen
foundtrueamongtheconsumersr
atherani
nver
serel
ati
onshi
phasbeenfound
forthesame.
 Thecompanyi nv
olvedinCSRi spercei
vedasgiv
ingbacktot
hesociet
y,whi
ch
st
rengthensthefactthatcompaniesar eaindi
vidual
sinasoci
etyandthei
r
eff
ort
sar et
akenquit
eposit
ivel
y.
Bi
bli
ogr
aphy

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1.Phil
i
p Kotl
er,Kel
l
er,
Koshy& M.Jha,2010,Mar
ket
ing Management
,Pear
son
Educat
ion
2.Araña,J.,& León,C. ( . Consumer
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aluat
ion of cor
por
ate soci
al
responsi
bil
i
ty:
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edpr
eferenceapproach.Unpubl
i
shedmanuscr
ipt
,Uni
ver
sit
yofLasPal
masde
Gr
anCanar
ia,Canari
as,Spai
n.

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tachar
ya, C.
, & Sen, S. (
2003)
. Consumer
-company i
dent
if
icat
ion: A
f
ramewor
kforunder
standi
ngconsumer
s‟r
elat
ionshi
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t es.Jour
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Mar
ket
ing,
67(
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88.

4.Phil
ipKotl
er,
NancyLee,
2003,Corpor
ateSoci
alResponsi
bil
i
ty:Doi
ngt
heMostGood
forYourCompanyandYourCause,Pr
enti
ceHall
.
5.Eti
le Fabr
ice,Tey
sssierSabr
ina ( ,Cor
2011) porat
e Soci
alResponsi
bil
i
tyand t
he
Economics of Consumer Soci
alResponsi
bil
i
ty,resear
ch paper
,Universi
ty of
Carol
ina.

WEBSI
TES:

1.“
Bri
ti
shAcademyofManagementCSRI
G”Febr
uar
y2013
ht
tp:
//www.
bam.
ac.
uk/
groups/
page.
php?
uni
d=DD4DF8090021DF177BBADE

58748070E3

2.“
Cor
por
ateSoci
alResponsi
bil
i
ty”Wi
ki
pedi
a,Nov
ember2012,
ht
tp:
//en.
wiki
pedi
a.or
g/wi
ki
/Cor
por
ate_
soci
al_
responsi
bil
i
ty
3.“Corporat
eSocialResponsi
bil
i
tyi
nsustai
nablebusiness”LevitCor
e,
“Sust
ainAbil
i
ty”December2012htt
p:/
/www. sust
ainabil
it
y.com/sust
ain_
busi
ness
APPENDI
X:Quest
ionnai
reusedf
orcol
lect
ionofr
esponsesf
rom r
etai
ler
s.

Qno.
1Howl
onghav
eyoubeensel
li
ngCl
assmat
est
ati
oner
y?

a)10y
ear
s
b)5-
9year
s
c)1-
5year
s

d)Lesst
han1y
ear
Qno.
2Whi
choft
hef
oll
owi
ngpr
oduct
sar
eyouf
ami
li
arwi
thandal
sodeali
n?

a)Cl
assmat
eNot
ebooks
b)Cl
assmat
eMat
hinst
rument
s
c)Cl
assmat
eWr
it
ingi
nst
rument
s
d)PaperKr
aftPaperst
ati
oner
y
e)PaperKr
aftHi
ghl
i
ght
ersandmar
ker
s

Qno.
3howwoul
dyour
atet
hei
rcampai
gn“
Let
’sputI
ndi
afi
rst
”?
a)Excell
ent
b)Good
c)Neutral
d)Bad
e)VeryBad
Qno.
4Doy ouhaveadi
rectst
akepar
tner
shi
pint
hescheme?
a)Yes
b)No

Qno.5I
ny ouri
nter
act
ionwit
hcustomer
s,doy
out
hinkt
heyar
eawar
eof“
Letusput
I
ndiafi
rst
”schemewhi l
ebuyi
ng?
a)Wellaware
b)Aware
c)Neutral
d)Unaware
e)Total
lyunawar
e