Graduation marketing summer internship project

SCHOOL OF GRADUATE STUDIES
QUANTUM UNIVERSITY
MANDAWAR (22 KM MILESTONE)
ROORKEE-DEHRADUN HIGHWAY (NH73) ROORKEE
UTTARAKHAND INDIA - 247667
PROJECT REPORT ON
MARKETING AND PROMOTIONAL STRATEGIES OF
CAREERS360
In Partial Fulfilment of Bachelor’s Degree
B.COM HONOURS in Accounting and Finance
SUBMITTED BY
SARTHAK GUPTA
Enrolment No. ----------------
Under the Supervision of
DR. RAM SINGH
Sr. ASSISTANT PROFESSOR
QUANTUM SCHOOL OF BUSINESS
QUANTUM UNIVERSITY ROORKEE

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STUDENT'S DECLARATION
I hereby declare that the Project Work with the title MARKETING AND PROMOTIONAL
STRATEGIES OF CAREERS360 Submitted by me for the partial fulfilment of the degree of
B.Com. Hons. in Accounting & Finance in QSGS under the Quantum University of Uttarakhand
is my original work and has not been submitted earlier to any other University for the fulfilment
of the requirement for any course of study.
I also declare that no chapter of this manuscript in whole or in part has been incorporated in this
report from any earlier work done by others or by me. However, extracts of any literature which
has been used for this report has been duly acknowledged providing details of such literature in
the references.
Place: Haridwar
Date: 15/04/2021
Signature
Name
Registration No.
Address
Sarthak Gupta
Sarthak Gupta
-----------------------
-----------------------

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SUPERVISOR’S CERTIFICATE
This is to certify that Mr. SARTHAK GUPTA a student of B. Com Hons. in Accounting & Finance
in QSGS under the Quantum University of Uttarakhand has worked under my supervision and
guidance for his Project Work and prepared a Project Report with the title MARKETING AND
PROMOTIONAL STRATEGIES OF CAREERS360 Which he is submitting is his genuine
and original work to the best of my knowledge.
Quantum University Roorkee Signature
Name
Designation
Dr. Ram Singh
Sr. Assistant Professor
Place:
Date:

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ACKNOWLEDGEMENT
Presentation, Inspiration and Motivation have always played a key role in the success of any venture.
I express my sincere thanks to Prof. Vivek Kumar Sir, Vice-Chancellor of Quantum University.
I pay my deep sense of gratitude to Dr. Ram Singh sir (HOD) of Quantum School of Business to
encourage me to the highest peak and to provide me the opportunity to prepare the project. I am
immensely obliged to my friends for their elevating, inspiration, encouraging, guidance and kind
supervision in the completion of my project.
I also acknowledge my indebtedness and deep sense of gratitude to my supervisor Dr. Ram Singh sir
whose valuable guidance and kind supervision given to me throughout the course which shaped the
present work as its show.
Last but not least my parents are also an important inspiration for me. So, with due regards, I express
my gratitude to them.

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TABLE OF CONTENT
S.NO. CONTENT PAGE NUMBER
EXECUTIVE SUMMARY 7
CHAPTER-1 INTRODUCTION 8
1.1 Introduction about Internship 9
1.2 Industry Profile 12
1.3 Company Profile 14
1.4 Vision & Mission 15
1.5 Why careers360 16
1.6 Competitors Information 16
1.7 SWOT Analysis 18
CHAPTER-2 BACKGROUND 19
2.1 Theoretical Background 20
2.2 Literature Review 23
CHAPTER-3 RESEARCH DESIGN 26
3.1 Statement of Problem 27
3.2 Research Methodology 27
3.3 Objectives of Study 31
3.4 Scope of Study 31
3.5 Sampling Plan & Hypothesis 31
3.6 Statistical Analytical Tools 34
3.7 Limitation 34
CHAPTER-4 DATA ANALYSIS AND INTERPRETATION 35
4.1 Analysis and Interpretation 36
CHAPTER-5 FINDINGS AND CONCLUSION 58
5.1 Findings 59
5.2 Suggestion 61
5.3 Conclusion 62
5.4 Bibliography 63
5.5 Questionnaire 65
5.6 Plagiarism Report 70

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LIST OF FIGURES
LIST OF GRAPHS
LIST OF TABLES
S.NO. FIGURE NAME FIGURE NO. PAGE NO.
1 INFOPRENEUR PROGRAM 1 11
2 REWARD CHART 2 11
3 COMPANY NAME 3 14
4 COMPANY LOGO 4 14
5 SWOT ANALYSIS 5 18
6 MARKETING STRATEGY ELEMENTS 6 22
7 SAMPLING PLAN 7 33
S.NO. GRAPH NAME GRAPH NO. PAGE NO.
1 Number of Universities in India 1 12
2 Education Sector in India: marketing contribution 2 13
S.NO. TABLE- NAME TABLE NO. PAGE NO.
1 CAREERS360 BIO 1 14
2 CAREERS360 COMPETITORS 2 17

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EXECUTIVE SUMMARY
This Executive summary covers brief review about this complete project. It begins with the introduction
and history of organisation which I have chosen i.e., Careers360. This summary also covers the major
points with regards to marketing and promotional strategies of Careers360 with its vision, mission or
future growth and also at what extent are consumers satisfied with the services provided by Careers360.
I also mentioned my purpose and objective behind this study in this project report. This report also
covers the findings of the study and on the basis of analysis and findings I tried to give some suggestions
or recommendations which can be useful for understanding where and how Careers360 can improve
effectiveness in promoting and marketing its services keeping in mind the consumer’s satisfaction
perspective.
At last, I can say that this data can be more reliable as it is completely based on my learnings, experience
and some sort of data is picked from internet from very reliable sources like research articles by well-
known authors.

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INTRODUCTION
1.1 INTRODUCTION ABOUT INTERNSHIP
Careers360 is data-enabled and technology-driven Educational Products and Services Company. They
help the students to explore and achieve career plans based on their interest. I joined Careers360 as an
intern of Infopreneurs Program. It was an online program for which any student of any stream was
allowed to indulge in this internship program, duration of which was varied from one to six months.
The purpose served by this internship program are mentioned below:
• Opportunity for smart & dedicated students to be “The Face of their College”.
• It’s chance to help the aspirants make informed decision while choosing their college.
• Interesting tasks will be given to earn points and get rewards.
Under Infopreneurs Program Interns were provided wide range of tasks with each task awarding you
a certain number of points. The tasks were included the following:
• College Review (Published)
In this task we need to refer students the link provided to us and were required to ask them to review
their college and course to give insight into their student life and their experiences to help aspiring
students in choosing a college. If review found error free and unbiased it would be published on the
website of Careers360.
❖ Point system for tasks:
✓ 30 points to be assigned per published review
• QnA
In this task Interns need to answer the queries of secondary school students on Careers360’s QnA portal
the motive behind this task is to make the title of this program meaningful as infopreneurship includes
giving knowledge and interns would be awarded based on Rating and Number of Answers to motivate
them.
✓ 2x number of questions answered in 15 days x average rating for the answers
✓ E.g., Average rating: 6, Number of answers in 15 days: 60, then points = 2 x 6 x 60= 720 points

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• College Article
Under this task Interns were required to choose Article topics which can be taken up by students either
on their own and discussed with the company or in some cases the company will provide a topic.
✓ 250-500 points will be awarded per approved article depending on the topic that was
assigned/taken up and the amount of information and data provided.
✓ Topics may either be given to the Infopreneurs by us or they can take up topics on their own and
cover aspects about the college.
• College Video
Under this task we need to share college videos of Campus tour, Student club, Student life, Interview
style videos with guests such as the dean or an HOD of a department etc.
✓ 50 points awarded for approved video
✓ 100 points for videos interview style videos
• Point Rewards:
In order to motivate the Interns and to appreciate the performance of the Interns at the end of every task
Careers360 incorporated a system of Rewards on the basis of Points earned by each Candidate during
the period of Internship. The Rewards list is sufficient enough to attract the candidate towards this
Internship Program and to motivate them to work hard enough in this Infopreneur Program. The
following rewards would be awarded to Interns in the Program on the basis of Points earned by
candidates in the Internship.
200 points: Hiring Letter
1000 points: e-certificate for Internship participation
1500 points: 500 Amazon vouchers
3000 points: LinkedIn endorsement
5000 points: 1000 Amazon voucher
7500 points: Rs 2000 Amazon Voucher
10000 points: Rs 3000 Cash Reward + Careers360 Notebook
12500 points: Company T-shirt
15000 points: Rs 3000 Cash Reward + hard copy of certificate + Chance to do 3 Month Summer
internship in Careers360 office.

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INFOPRENEURS PROGRAM
FIGURE-1
OPINION
In my opinion this Internship on Infopreneur Program was good enough to enhance my knowledge with
respect to marketing and promotional sphere. I also implemented whatever theoretical knowledge I
learnt in my college regarding above said field. During the Internship I was able to improved my
Communication and soft skills. At last, but not least at the end of internship I gain a significant change
in my marketing skills and sharpened some existing skills.
FIGURE-2

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1.2 INDUSTRY PROFILE
The topic I opt for this project lies under Education Services Sector. Education services industry
comprises of various services provided by the institutions established for this purpose which provides
training, learning and knowledge of wide variety of subjects during the course of studies. The institutions
comes / lies under this sector includes Schools, Colleges, Universities, Training centres and others
whether established completely or partially by the private individuals or government of the country.
Private Institutions can be classifying into two types i.e., institutions established for profit purpose and
institutions established for Non-profit purpose.
• The education sector in India is estimated to be worth USD 91.7 billion
• The university count in India has gone up in the last two decades. The number of universities in India
has increased at a CAGR of 8.5% from 367 (2010) to 850 (2018)
• According to the University Grants Commission (UGC), private universities account for 34.8% of
the total universities in India in 2018 compared to 3.4% in 2008. The number of colleges has also
increased from 34,852 (2012) to 40,026 (2017).
GRAPH-1
❖ The above graph shows about the number Universities alone exist in the country
COMPOSITION
Education Sector in India composed of Pre-schools, School Education, Higher Education and Vocational
Course. Each proportion has its own market share.

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GRAPH-2
❖ The above Graph shows about the market share or contribution in the Education sector by each
institution constituted under this Sector.

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1.3 COMPANY PROFILE
I opted Careers360 as a company for this Industrial project as I also completed mine Internship at
Careers360
FIGURE-3
COMPANY LOGO
FIGURE-4
Industries Education, Information Technology
Headquarters Regions Asia-Pacific (APAC)
Founded Date 2008
Founders Maheshwari Peri
Operating Status
Active
Company Type
For Profit

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Contact Email
info@careers360.in
Phone Number
+01149291111
TABLE-1
It is an Education Hub. its data enabled and technology driven education products and Services
Company, Careers360 seamlessly integrates many student and institutional data points with user
generated preferences of its 6 million plus monthly visitors to create sophisticated prediction and
recommendation products to enable students explore and achieve career plans supported their
interests and skills.
From exam preparation to school recommendation, we've 250+ products employed
by 1,000,000 students, cover 9000+ colleges and 200+ courses, driven by a 200+ member young
team. We are a hub of activity on everything to try to with education. Our products, content, forums,
experts and events help students, parents, policy makers, educationists and academics take informed
decisions. We are driven by data, tools & products. We predict and recommend. we'll enable the
simplest decision for each student, whenever.
Careers360 has acquired money / fund 2 times till now. Its last funding was on Jan 4, 2015 from a
Venture whose lead investor was MeritTrac Services. Careers360 is funded by few investors
counting goes to 4 and among them MeritTrac Services and Ranjan Pai are the foremost recent
investors of Careers360. Careers360 also has acquired a business named Entrance Corner on
December 21, 2015 and the amount of acquired money for Entrance Corner was approximately 7
crore and 25 lakh rupees. Careers360 currently has 2 key team members including Founder and
CEO of the company Maheshwari Peri. Careers360 uses 43 technology products and services
including HTML5, Google Analytics, and jQuery, consistent with G2 Stack and actively using 12
technologies for its website, consistent with Built With. These include Viewport Meta, iPhone /
Mobile Compatible, and Content Delivery Network.
1.4VISION & MISSION
VISION – To become best in the field of education service provider and to compete at national and
international level with a clear focus on each and every service provided by the company.
MISSION – To effectively provide premium or say high quality services and value to their
customers, users, shareholders, employees and society at large.

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1.5 WHY CAREERS360
Careers360 is a unique modern tech based young Organisation which believe in the principle of
Customer first. So here is a perfect solution for all worries with regards to effective and successful
education Management.
1) Young Organisation which believes in Customer first Principle.
2) Careers360 Team works hard for high Quality services and well on time.
Features
1) Resources
Careers360 is conducting business on both Digitally and in Physical form means in premises. In Digital
form careers360 is having website and a mobile application where the company has uploaded high
amount of data. The data amount is so large because of simplification of data from more than 24,000
colleges in India. Various resources such as Counselling webinars, Certification resources, NCERT and
others.
2) QnA Session
Careers360 on both website as well as on mobile application runs a program named QnA session where
experts from various universities, colleges and schools provides answer to n number of questions asked
by huge number of careers360 users. It is a very well feature the motive of which is to provide solutions
to maximum queries of students regarding admission courses and so on at one place.
1.6COMPETITORS INFORMATION
The sector in which Careers360 is growing its roots is not so clear rather n number of obstacles are there
for careers360 to compete others or their competitors in this field. Various competitors of Careers360
which really makes a tough stand against Careers360 are listed below in the table. Before mentioning
the competitors of Careers360 I would like to mention that competitors for a company act as important
element as it is the competitor which makes a business and a businessperson realize the uniqueness and
helps in harnessing the special traits that our business possess. But it doesn’t mean that we should ignore
our competitors as by doing so we can harm our business by own.

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TABLE-2
S.NO. COMPETITOR NAME FOUNDER / CEO COMPANY LOGO
1 CollegeSearch Anirudh Motwani
2 CareerLauncher Satya Narayanan
3 CollegeBol Arastu Zakia
4 GetMyUNI Upneet Grover
5 Shiksha Hitesh Oberoi
6 OnlineTyari Bhola Meena
7 CollegeDunia Sahil Chalana
8 Aglasem.com Anand Meena
9 Htcampus.com Alka Singh

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1.7 SWOT ANALYSIS
SWOT Analysis stands for Strength weakness opportunity and Threats analysis. Swot Analysis is a
concept used to determine company’s competitive position as well as to develop possible strategies for
a company to take a tough stand in the market.
STRENGTHS
1. First Page appearance on Google search results
2. Recently made a deal with Google and Facebook
3. Provide Ranking of 18,000+ colleges
WEAKNESSES
1. Lack in delivery service of product in time
2. Lack in College Predictor tool accuracy
3. Less no. of Employees
OPPORTUNITIES
1. Provide Counselling for abroad study
2. Internet Penetration
THREATS
1. Competitors
2. JIO is thinking to invest in Online education sector in next 5 years with approx. $ 180 million

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CHAPTER – 2
THEORITICAL BACKGROUND
& LITERATURE REVIEW

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THEORETICAL BACKGROUND
The today’s world is shifting towards Digital tilt and too going globally also the way of doing tasks.
Consequently, rapidly growing competition I the market and the digitisation of the business all over the
world has increased competition in professional sphere accordingly several business firms and other
various organisations are becoming more dependent on technology. For Example – if we take ERP
Enterprise Resource Planning as an example so ERP solutions is an amalgamation of business
management software designed to allow efficient and effective functioning of the work operations. So
before going further, firstly I would like to fetch your attention on the basic concepts related to
marketing, which are as follow
• MARKET
When a place or platform where two individuals specifically buyer and seller meet their desire
of exchanging commodities for money then it is termed as Market.
• MARKETING
Marketing in simple words, is a process when a business entity plans and execute the concepts
of price, promotion, and distribution of commodities (goods and services).
• STRATEGY
A strategy is a long-term plan or idea to achieve certain specified objectives.
• MARKETING STRATEGY
Marketing strategy can be defined as Marketing plans to achieve certain Marketing objectives.
Every business of any nature or size requires Marketing strategy. Various elements involved in
this process termed as Marketing mix.
Definition given by Oxford - Strategy is a plan of action or policy designed to achieve a
major or overall aim.
The most effective and adequate marketing strategies plays very significant role in the working of the
business firm. Some of most important strategies are discussed as follows:
1. Strategic Planning:
This is the most important step in any marketing strategy that is it must include strategic planning as
it helps the business in overcoming both expected as well as unexpected circumstances or say
hindrances.

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2. Promotes Effective Distribution:
If our marketing strategy would be effective then our organisation can definitely incorporate or
establish effective distribution network to reach the customers.
3. Streamlines Product Development:
Another significance of marketing strategy for business perspectives is that it helps the company to
innovate products and services of it and grasp the best opportunity for making a profit and it happens
because if company / business firm use such information, company can easily determine numerous
benefits to customers and clients wants for which they are paying to company and also company can
differentiate its product or service from competition.
4. Formulates Financial Goals:
Firstly, we need to understand about the object of financial goals for a company it can be many but
wrt marketing strategies these are double-folded that is related to target of sales and second expenses.
So, Marketing strategies are also needed to guide the organisation
5. Understanding the customers:
Many business organisations in today’s world are inefficient to understand the customer and their
needs in a single view so here comes the role of Marketing strategies which also assist business in
understanding and connecting business organisation with its clients and customers. If marketing
strategy is well prepared after considering each aspect then it would definitely produce results
regarding whether whom to serve and not.
6. Facilitates optimum use of resources:
If business organisation has set an objective of adequate or optimum utilization of resources then it
would not be possible or say impossible without effective, clear and proper marketing strategies. So,
marketing strategies plays very significant role in reducing wastage and cut down wastage pf time
money and efforts also.
• CONDITIONS FOR A SUCCESSFUL MARKETINGSTRATEGY
The important factors or elements of an effective marketing strategy refer to the directions given
for designing a marketing strategy. Following are some of the factors required for a good
marketing strategy
1. Understand target audience:
If company wants to create a truly effective marketing strategy then company must have to evaluate
and understand their customers or say its target audience and after analysing them create a plan of
action and follow it throughout the execution. Sometimes business persons may find it in favour of
themselves and sometimes they may not be satisfied after getting actual result.

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2. Proper market segmentation:
Again, to keep on a successful track businessperson must have effective marketing strategy with regards
to market segmentation even. It can be more easily understood with an illustration as follow: Businesses
which supplies video games might focus on teenagers similarly plumbing businesses should target
households so it would not be enough to know target audience. Hence Proper market segmentation is
necessary for every business in preparing market strategies.
3. Situation Analysis:
If business persons are going to make Marketing strategies for effective running of business then they
must conduct market analysis first which is called SWOT analysis (strengths, weaknesses, opportunities,
and threats) and also competitive analysis. Market analysis also includes market forecast, segmentation,
customer information and market need analysis. If the above-mentioned analysis is considered it will
make the strategies effective.
4. Objective oriented:
The most significant factor which should be considered in making effective marketing strategies is that
those strategies must be objective oriented and must be developed by considering the organizational
objectives. If Strategies do not conform with objectives of the business itself then the purpose of making
marketing strategies would not be served while the strategies which conform with the organizational
objectives will be able to achieve desired objectives.
FIGURE- 6

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5. Simplicity:
There are some factors which in general doesn’t look important to consider but if lacks become a great
loophole in any marketing strategy and the factor is simplicity of marketing strategy, it means that a
marketing strategy must be as simple and clear to understand as possible. While preparing or say
designing a marketing strategy complexity should be ignored and clarity must be given importance.
6. Flexibility:
Business environment is very dynamic and uncertain and to survive in the market businesses have to
face high competition and uncertainty. As already mentioned, that these environmental factors are not
Constant but dynamic in nature. So, to conform with these changes marketing strategies must include
flexibility and these should allow flexible changes even in short run. Also, apart from flexibility in nature
marketing strategies should not be rigid.
7. Resource deployments:
We know that every business organisation or firm possess both financial and human resources in limited
quantity. Now, if a businessperson wants to create effective marketing strategies then in formulation of
these strategies must include- how various resources to be obtain and also where it should be allocated.
So, resources deployment is a significant factor or element plays a key role in formulation of marketing
strategies.
8. Comprehensive:
The marketing strategy should be comprehensive in nature. It should cover all those areas which are
relevant to the firm. A good strategy always considers the factors which are affecting the business
functioning directly or indirectly.
2.2 LITERATURE REVIEW
1) Tansuhaj, Wong and McCullough (1987) concluded that Concepts of both internal marketing as
well as external marketing with respect to service firms are discussed here and examined their effects
on consumer satisfaction. Further these concepts are also focused upon with regards to foreign and
domestic banks in Thailand. However, the results showed differences between banks and a strong
relationship between the two variables of internal marketing and the consumer satisfaction. The
effective marketing practices of internal marketing found to be significant and influence the
effectiveness of external marketing programmes which further influencing consumer satisfaction.

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2) Almanza, Jaffe and Lin (1994) stated that either Customer satisfaction or Customer dissatisfaction
emerged as a major topic in the field of consumer research in the late 1970s which indicated that
customer satisfaction is a result of customers perceptions i.e., when a purchase expectation is
perceived to have been rewarded as a result of the purchase, the customer receives satisfaction. This
study tested the concept of the service attribute matrix to measure customer satisfaction in a
university cafeteria. Customer satisfaction or dissatisfaction was measured using a self-administered
questionnaire in October 1990. Analysis focused on two issues and among them the first one was
comparison of customer composition of the three meals while the second one was the attribute
importance and satisfaction with the three meals. And for such analysis target market segments were
determined from demographic information gathered in the questionnaire.
3) Youja Yi (1989) stated that Consumer Satisfaction is a central concept in modern marketing thought
and practice. As per the framework of confirmation or disconfirmation, the confirmation results
when the perceived performance matches the standards whereas disconfirmation results from a
mismatch. These are expected to determine consumer satisfaction or dissatisfaction. This paper has
attempted to integrate and reviews on consumer satisfaction in three areas which are measurement,
antecedent and consequences. The review suggested that many important findings have led to much
progress in understanding and modelling of consumer satisfaction. consumer satisfaction is defined
as the consumers response to the evaluation of the perceived discrepancy between some comparison
standards and the perceived performance of the product.
4) Ahmed and Rahman (2015) concluded that Customer satisfaction are one of the essential factors
for the success of a company. To attain higher customer satisfaction, organisations must know about
when and how their customers are satisfied about the products and services. The concept of
marketing in the context of Islamic point is different from the conventional one. If the Islamic
marketing concept can be established in business organisations then all stakeholders will get
advantage of getting pure products and services with good conduct on the part of the marketers or
businessmen. When considering concept of marketing from Islamic perspective there is comparison
between ‘competition and profit maximisation’ versus ‘cooperation and moderation’, the latter pair
provides a “win-win” situation in that it facilitates ‘satisfaction’ to

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both the consumers (customers) and the sellers (promoters), as opposed to the former pair which
serves to only satisfy the sellers.
5) Jamal and Goode (2001) stated that the concept of “brand image” which has drawn significant
attention from academics and practitioners from the time it was put forward first as it plays
significant role in marketing activities. Even though the brand image was acknowledged as the
driving force of brand asset and brand performance but few studies have extended the relationship
between brand image and brand equity. On the substructure of some famous theories of brand image
this study was assessed and stated about the impact of brand image on consumer from point of view
of customer equity. It also presented the limitations in current research and pointed out the basis for
trends for future study.

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CHAPTER – 3
RESEARCH
METHODOLOGY

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RESEARCH METHODOLOGY
3 RESEARCH DESIGN
3.1 STATEMENT OF PROBLEM
The first most important element in research process is to know about research problem. Research
problem either related to state of affair or related to variables should be understood thoroughly. Our
research neither can be initiated or completed until unless there is a problem or objective. In simple
words Statement of Problem can be defined as the objective on which research has to be done. So, the
problem definition or say Statement of Problem in this project work is the study of the marketing
strategies of a firm and the effectiveness of such strategies in the market wrt satisfaction level of
the consumers. I in this project implemented the above said problem definition wrt to Careers360.
3.2 RESEARCH METHODOLOGY
Research in simple words can be defined as search for knowledge for a particular topic. Basically, it is
a systematic and scientific effort to gain new knowledge that’s why sometimes it is also called Art of
scientific investigation. Now, Research Methodology is one of the significant aspects for any research
project as it provides us information regarding the method to be used while collecting data so required
for the completion of report.
A. Type of Study:
Study is Descriptive (cross-sectional study) in nature
B. Data collection i.e., sources of data
Two types of Data sources will be taken into consideration for collecting the required data for my study
and these are listed below
• Primary Data
• Secondary Data
3.2.A Descriptive Research
Descriptive Research is used to outline the features or characteristics of a population or phenomenon
that are being studied. It is not used to obtain answer to the questions about how / why and when the
characteristics occurred. Rather it addresses the What question i.e., What are the characteristics of the
population or situation

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being studied. Descriptive research generally precedes explanatory research. The main objective of such
type of research is to describe or explain that in what manner the state of affairs is existing at the time
of study. The main fact to note that Researcher has no control over the state of affairs or say variables
here. Example: Over time the periodic table description of the elements allowed scientist to explain
chemical reaction and make sound prediction when elements were combined. Another more simple and
practical examples of such type of research can be Frequency of purchases, shopping, consumer’s
preferences etc. Hence, Descriptive research cannot be used to describe the basis of casual relationship.
But whatever the description a researcher obtains is used for frequencies, averages and other statistical
calculations.
There can be many methods and approaches to conduct this type of research btu the best method /
approach before proceeding to writing a Descriptive research is to conduct a survey investigation like
Questionnaire. The objective / aim of Qualitative research is depicted by the description and researcher
has to follow-up with analysis and evaluation of why the observations exist and what would be the
implications of the finding. Further Descriptive research can be categorised into two categories namely:
Cross-Sectional and Longitudinal.
Cross-Sectional Studies
A Cross-Sectional Study is concerned with various sample elements of a stated population such as
Households, Dealers etc. Further Cross-Sectional study is also divided into two sub-categories namely
Field Studies and Surveys. The former category is concerned with finding relation or inter-relation
between different variables and the major strength of such study is that they are very closely related to
Real life practical implications and hence can’t be put on objection on the basis that these are not real or
are artificial. But it does not mean that it is perfect study to apply without any limitations. It also has
limitation and it is that such study is scientifically substandard to lab and field experiments. Another
major limitation of Field Studies is that it lacks precision in determining and evaluating the variables.
Another type of Cross-Sectional Study is Survey research. Now, the fact to consider here is that it does
not give more emphasis on in-depth analysis rather it gives importance to the type and the extent of
information collected through it. But yes, using or applying this method requires both time as well as
money. The major limitation in such type of study can be seen in the interview method where
respondents may not give responses fairly, clearly and naturally because of the fact that they have fear
of getting misuse of the information provided by the respondents. Cross-Sectional Study can also be
called as Cross-Sectional analysis, Prevalence study or transversal studies. It involves collection of data
or information from population at one specific point of time.

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3.2.B Data Collection Methods
For a researcher, Data collection is the most significant task in research process. Data collection can be
defined as gathering or collecting information that too includes facts and measuring it in a most
systematic manner. Data is nothing but Information to be obtain and it is important for a researcher to
know about the various sources of data collection. On a major part there are two main sources of data
collection which are Primary data sources and Secondary data sources.
When researcher obtains or collects data, information or facts for the very first time means the data
which has never been collected before nor available then this type of data is called Primary Data. There
are many ways under Primary data source for gathering information which are listed below:
• Experiment
• Questionnaire
• Observation
• Interview
When researcher sought information, which has been already collected then this type of data is termed
as Secondary data. There are many ways under Secondary data source for gathering information which
are listed below:
• Review Literature
• Official and Non-Official Reports
• Library Approach
• Journals
• Web-sites
The objective for collecting data from any source is to sought quality evidence and then transformed or
convert it into rich data analysis. Both the types of sources as mentioned above has respective benefits
and limitations. The procedure for adopting any of source method is considered via following process:
• Purpose and Scope of Enquiry
• Availability of Time
• Availability of Resources
• The degree of Accuracy Desired
• Statistical tools to be used
• Sources of Information

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The Source of data collection which I opted for the research problem as I stated earlier was primary
qualitative data using survey method i.e., Questionnaire and the sources of secondary data were
websites, books, previous research etc.
Under Questionnaire method a list of questions related to our survey topic is prepared and sent to number
of respondents through various mediums, sometimes researcher himself contact the respondents and gets
responses with regards to various questions as asked in the Questionnaire. Now, Questionnaire is further
categorised on the basis of objective clarity i.e., when respondents are provided clear idea of objective
of research problem then the Questionnaire constructed in such a structure is called as Non-Disguised
on contrary to this when respondents are not provided clear idea of objective of research problem then
the Questionnaire constructed in such a structure is called as Disguised one.
Merits of Questionnaire
• Method is economical
• Less time consuming
• More reliable information compared to other methods like interviews
Demerits of Questionnaire
• Method applies only in the situation where respondents are literate enough to read and understood
the questionnaire and can give accurate answers.
• Information may not be correct as provided
• Information provided by respondent may be partial
The Poll configuration included Open-finished inquiries, Various Decision inquiries, and Dichotomous
questions.
Open-Ended Questions
The inquiries leave the respondents don't hesitate to give the appropriate responses that appear to be
fitting in the light of the inquiries.
A poll was incorporated that directed an open finished inquiry to learn the desires of respondents in life
coverage.
Multiple Choice Questions
Various choices are immediately trailed by a summary of possible from which the respondents must pick
one option.
Dichotomous Question

31
Dichotomous questions address an absurd sort of the various choice address, allow only two responses,
for instance "Yes or No". Utilize these kinds of inquiries to see whether the respondents know about
Careers360.
Rating Scales
The utilization of assessment requires a measure to put the attributes of network of the question being
assessed in a specific point along the chain of the required classifications numerically. Spotlight on the
size of assessment, qualities, by and large, towards the question. Review protest containing the property.
3.3 OBJECTIVES OF THE STUDY
Before conducting any research, one should first carefully write down objectives of the study so that one
can remain limited and specific to the objectives and can get effective results. Objectives of the study /
topic in this project are listed below: -
• To know about the awareness of the term marketing and its objectives.
• To know about the awareness and the consumer’s satisfaction regarding organisation Careers360
and its services.
• To study the consumer’s perception towards the marketing and promotional strategies with
reference to marketing objectives and activities of the organisation Careers360.
3.4 SCOPE OF STUDY
The study on consumers awareness which covers the students of Quantum University, Roorkee city and
the imperative of the examination is around 5 weeks. The overall population has been incorporated for
the review. All the Population / Universe of this project included all the users of Careers360 who have
or had used and enjoyed services provided by Careers360.
3.5 SAMPLING PLAN
Sampling Plan can be understood as the process on the basis of which research is conducted. It acts as a
base with the help of which research work starts and includes three most significant decisions which are
sampling unit, sampling size and sampling procedure. The following figure would be helpful in order to
understand the correct sequence in sampling plan.
Sampling Size
The sampling Size for the survey was 60

32
Sampling Unit
The data which I had collected through survey method from different categories of respondent ranges
from service class to students were / are belongs to Quantum University.
Sampling Technique
The sampling technique used in this project was Non-probability convenience sampling. Sampling is
the use of a subset of the population to represent the whole population. Non-probability sampling has
the benefit of lower cost as compared to probability sampling. One more fact that Non-probability and
in Non-probability convenience sampling technique is considered best for online Questionnaire surveys.

33
FIGURE- 7
HYPOTHESIS
Null hypothesis (H0): There is no significant relation between marketing strategies & promotional
activities of Careers360 and overall consumer satisfaction level.
Alternative hypothesis (H1): There is significant relation between marketing strategies & promotional
activities of Careers360 and overall consumer satisfaction level.

34
Here, Dependent variable is overall consumer satisfaction level and independent variable is marketing
strategies & promotional activities of careers360.
3.6 STATISTICAL TESTS:
The statistical tests used in this study are
• MS-Excel
• Percentage Analysis
• SPSS
• Pie-Charts
Let’s see the meaning of the statistical tests and what are the uses of these tests?
Correlation:
Correlation is statistical technique and that is factual method that can demonstrate whether and how
unequivocally combines of factors are connected.
SPSS:
SPSS is shortened form which stands for Statistical Package for the Social Services. It is the software
package which is used for the logical batched (LB) and non-batched statistical analysis.
Pie-Chart
It is a kind of graphical representation that depicts data in a circular graph which is divided into number
of slices.
3.7 LIMITATIONS OF THE STUDY
• There was a limited time detention provided for the study.
• Careers360 is private limited so, some of the information was kept confidential.
• Some of the respondents hesitated in giving their opinion.

35
CHAPTER – 4
DATA ANALYSIS AND
INTERPRETATION

36
4.2) STATISTICAL TOOLS RESULTS
HYPOTHESIS TESTING
Null hypothesis (H0): There is no significant relation between marketing strategies &
promotional activities of Careers360 and overall consumer satisfaction level.
Alternative hypothesis (H1): There exist significant relation between marketing strategies &
• Dependent variable is Overall Satisfaction Level
• Independent variable is Marketing Strategies & Promotional Activities
DESCRIPTIVE STATISTICS
Mean Std. Deviation N
How likely is it that you would recommend Careers360 to your friend
or colleague?
2.33 1.003 60
How long have you been using Careers360? 2.73 1.517 60
How would you rate the Services of Careers360? 2.20 .879 60
How satisfied are you with promotional activities of Careers360? 2.17 1.028 60
How reliable are the marketing ads of Careers360 with its services? 2.67 1.036 60
Does Careers360 promotes its services on social media platforms
also?
2.08 .944 60
How likely is the impact of Careers360 marketing activities? 2.65 .954 60
How likely is the impact of Careers360 marketing and
advertisements?
2.62 1.027 60
Do you think the careers60 website is user friendly? 1.78 .958 60
How would you rate the information provided by experts related to
courses and college reviews?
2.28 .783 60
Overall rating to Careers360 marketing and promotional activities? 2.17 1.107 60

37
PEARSON’s CORRELATION
4.2) Table showing Correlation
CORRELATIONS
Recommendati
on
Customer
Relationship Service Rating Promotion Reliability
Recommendation Pearson
Correlation
1 .227 .654**
.570**
.549**
Sig. (2-
tailed)
.082 .000 .000 .000
N 60 60 60 60 60
Customer
Relationship
Pearson
Correlation
.227 1 .180 .138 .201
Sig. (2-
tailed)
.082 .168 .294 .123
N 60 60 60 60 60
Service Rating Pearson
Correlation
.654**
.180 1 .750**
.595**
Sig. (2-
tailed)
.000 .168 .000 .000
N 60 60 60 60 60
Promotion Pearson
Correlation
.570**
.138 .750**
1 .658**
Sig. (2-
tailed)
.000 .294 .000 .000
N 60 60 60 60 60
Reliability Pearson
Correlation
.549**
.201 .595**
.658**
1
Sig. (2-
tailed)
.000 .123 .000 .000
N 60 60 60 60 60

38
SMM Pearson
Correlation
.131 -.008 .204 .370**
.185
Sig. (2-
tailed)
.317 .952 .118 .004 .157
N 60 60 60 60 60
Marketing Pearson
Correlation
.567**
.298*
.489**
.458**
.618**
Sig. (2-
tailed)
.000 .021 .000 .000 .000
N 60 60 60 60 60
Advertisements Pearson
Correlation
.554**
.282*
.481**
.463**
.579**
Sig. (2-
tailed)
.000 .029 .000 .000 .000
N 60 60 60 60 60
Website Pearson
Correlation
.253 .298*
.374**
.381**
.370**
Sig. (2-
tailed)
.051 .021 .003 .003 .004
N 60 60 60 60 60
Information Pearson
Correlation
.417**
.236 .655**
.509**
.620**
Sig. (2-
tailed)
.001 .070 .000 .000 .000
N 60 60 60 60 60
Overall Rating Pearson
Correlation
.483**
.360**
.662**
.630**
.685**
Sig. (2-
tailed)
.000 .005 .000 .000 .000
N 60 60 60 60 60
CORRELATIONS

39
SMM Marketing Advertisements Website Overall Rating
Recommendation Pearson
Correlation
.131 .567**
.554**
.253 .417**
Sig. (2-tailed) .317 .000 .000 .051 .001
N 60 60 60 60 60
Customer
Relationship
Pearson
Correlation
-.008 .298*
.282*
.298*
.236
Sig. (2-tailed) .952 .021 .029 .021 .070
N 60 60 60 60 60
Services Pearson
Correlation
.204 .489**
.481**
.374**
.655**
Sig. (2-tailed) .118 .000 .000 .003 .000
N 60 60 60 60 60
Promotion Pearson
Correlation
.370**
.458**
.463**
.381**
.509**
Sig. (2-tailed) .004 .000 .000 .003 .000
N 60 60 60 60 60
Reliability Pearson
Correlation
.185 .618**
.579**
.370**
.620**
Sig. (2-tailed) .157 .000 .000 .004 .000
N 60 60 60 60 60
SMM Pearson
Correlation
1 .165 .278*
.095 .266*
Sig. (2-tailed) .208 .031 .469 .040
N 60 60 60 60 60
Marketing Pearson
Correlation
.165 1 .865**
.157 .475**
Sig. (2-tailed) .208 .000 .232 .000
N 60 60 60 60 60

40
Advertisements Pearson
Correlation
.278*
.865**
1 .138 .496**
Sig. (2-tailed) .031 .000 .293 .000
N 60 60 60 60 60
Website Pearson
Correlation
.095 .157 .138 1 .332**
Sig. (2-tailed) .469 .232 .293 .010
N 60 60 60 60 60
Information Pearson
Correlation
.266*
.475**
.496**
.332**
1
Sig. (2-tailed) .040 .000 .000 .010
N 60 60 60 60 60
Overall Rating Pearson
Correlation
.262*
.618**
.639**
.322*
.707**
Sig. (2-tailed) .043 .000 .000 .012 .000
N 60 60 60 60 60
CORRELATIONS
Overall Rating
Recommendation Pearson Correlation .483**
Sig. (2-tailed) .000
N 60
Customer Relationship Pearson Correlation .360**
N 60
Services Pearson Correlation .662**
N 60

41
Promotion Pearson Correlation .630**
N 60
Reliability Pearson Correlation .685**
N 60
SMM Pearson Correlation .262*
N 60
Marketing Pearson Correlation .618**
N 60
Advertisements Pearson Correlation .639**
N 60
Website Pearson Correlation .322*
N 60
Information Pearson Correlation .707**
N 60
Overall Rating Pearson Correlation 1
Sig. (2-tailed)
N 60
** CORRELATION IS SIGNIFICANT AT THE 0.01 LEVEL (2-TAILED)
* CORRELATION IS SIGNIFICANT AT THE 0.05 LEVEL (2-TAILED)

42
DATA ANALYSIS AND INTERPRETATION
SECTION-A
DEMOGRAPHICS PROFILE OF THE RESPONDENTS
4.1) GENDER
1. Table showing Gender of respondents
GENDER RESPONSES % OF RESPONSES
MALE 28 47%
FEMALE 32 53%
TOTAL 60 100%
2. The chart showing Gender of respondents
3. Interpretation:
The above statistical data shows that out of 60 respondents 47% of the respondents were Males
while remaining 53% of the respondents were Females.
53%
47%
GENDER
FEMALE
MALE

43
4.2) AGE GROUP
1. Table showing Age group of respondents
AGE GROUP RESPONSES % OF RESPONSES
18-30 55 93%
30-50 05 07%
50 AND ABOVE 0 0
TOTAL 60 100%
2. The chart showing age group of respondents
3. Interpretation:
The above statistical data shows that out of 60 respondents 93% of the respondents were between
the ages of 18-30 years, other 07% of the respondents belong to the age group of 30-50 years and no
respondent belongs to the age group of 50 and above.
93%
7%
AGE GROUP
18-30 years
30-50 years

44
4.3) PROFESSION
1. Table showing Profession / Occupation of respondents
PROFESSION RESPONSES % OF RESPONSES
STUDENT 48 80%
BUSINESSMEN 04 07%
SERVICE CLASS 06 10%
OTHERS 02 03%
TOTAL 60 100%
2. The chart showing Profession / Occupation of respondents
3. Interpretations:
The above statistical table shows that out of 60 respondents 80% of respondent are students, 10%
are Employee or belongs to Service class, 07% are businessmen /self-employed while remaining
03% people are ordinary respondents or belongs to the category of others.
7%3%
10%
80%
PROFESSION
Businessmen
Others
Service Class
Student

45
SECTION-B
AWARENESS OF RESPONDENTS ABOUT CAREERS360
4.4) CUSTOMER RELATIONSHIP WITH COMPANY
1. Table showing customer relationship of respondents with company
CUSTOMER RELATIONSHIP RESPONSES % OF RESPONSES
THIS IS MY FIRST TIME 18 30.51%
LESS THAN 6 MONTHS 08 13.56%
6 MONTHS TO 1 YEAR 16 27.12%
3 OR MORE YEARS 05 06.78%
I HAVEN'T TRIED CAREERS360 SERVICES YET 13 22.03%
TOTAL 60 100%
2. The chart showing customer relationship with company of respondents
3. Interpretations:
The above statistical table shows that out of 60 respondents 30 % of respondents are with a company
as a customer for first time, 14% of respondents are with company as a customer for less than 6
months, 27% are 6 months to 1 year 1-3 years, 7% are 3 or more years and remaining 22% haven’t
tried Careers360 yet but other similar forums which can be competitors of Careers360.
The sig. 2-tailed value for this variable is .360. This value is greater than 0.05 so I can conclude that
there is no significant correlation between Membership Period and Overall satisfaction of customer.
30%
7%
27%
22%
14%
CUSTOMER RELATIONSHIP
This is my first time
3 or more years
6 months to 1 year
I haven't tried Careers360
services yet
Less than 6 months

46
4.5) AWARENESS ABOUT SOCIAL MEDIA AVAILABILITY AND PROMOTION
1. Table showing awareness of respondents wrt social media promotion by Careers360
SOCIAL MEDIA PROMOTION RESPONSES % OF RESPONSES
YES 24 40.68%
NO 08 11.86%
MAY BE 28 47.46%
TOTAL 60 100%
2. The chart showing awareness of respondents wrt social media promotion by Careers360
3. Interpretations:
The above statistical table shows that out of 60 respondents 40.68% which constitute 24 responses
done by respondents were aware about the social media presence and promotional activities on it by
Careers360 means gives rating / voting to YES, another 11.86% respondents constitute 07
respondents in total were not aware about the social media presence and promotional activities on it
by Careers360 means gives rating / voting to NO while remaining 28 respondents were not sure
about it and gives rating / voting to MAY BE.
there is no significant correlation between SMM and Overall satisfaction of customer.
0
5
10
15
20
25
30
Yes No May be
SOCIAL MEDIA PROMOTION
Total

47
4.6) AWARENESS ABOUT CAREERS360 WEBISTE
1. Table showing awareness of respondents wrt Careers360 website nature
WEBSITE USER-FRIENDLY RESPONSES % OF RESPONSES
YES 35 59.32%
NO 03 05.08%
MAY BE 22 35.59%
TOTAL 60 100%
2. The chart showing awareness of respondents wrt Careers360 website nature
3. Interpretations:
The above statistical table shows that out of 60 respondents 59.68% which constitute 24 responses
done by respondents were stated that website of Careers360 is user-friendly it means they gives
rating / voting to YES, another 05.08 % respondents constitute only 03 respondents in total were
stated that website of Careers360 is not user-friendly it means they gives rating / voting to NO, while
remaining 21 respondents were not sure about it and gives rating / voting to MAY BE.
there is no significant correlation between Website service and Overall satisfaction of customer.
0
0.1
0.2
0.3
0.4
0.5
0.6
0.7
Yes No May be
WEBSITE USER-FRIENDLY
Total

48
4.7) RECOMMEND CAREERS360 BY RESPONDENTS
1. Table showing how likely the respondent would like to recommend careers360 to others
RECOMMENDATION RESPONSES % OF RESPONSES
EXTREME LIKELY 11 18.64%
VERY LIKELY 25 42.37%
SOMEWHAT LIKELY 16 27.12%
NOT SO LIKELY 6 8.47%
NOT AT ALL 2 3.39%
TOTAL 60 100%
2. The chart showing how likely the respondent would like to recommend careers360 to others
1. Interpretations:
From the data collected it has been observed that the majority of respondents i.e., around 61% out of
60 respondents have stated they would like to tell others or relatives about Careers360 and its services
while 27 % respondents stated that they may or may not be like to share. Also, approx. 8.5 % of
respondents marked that they would not recommend Careers360 to others and only 3 % were strictly
rejected the idea to recommend Careers360 to others or relatives.
there is no significant correlation between Recommendation and Overall satisfaction of customer.
19%
42%
27%
9% 3%
RECOMMENDATION
Extreme Likely
Very Likely
Somewhat Likely
Not so Likely
Not at All

49
4.8) SERVICE QUALITY RATING BY RESPONDENTS
1. Table showing how the respondent rated to service Quality of careers360
SERVICE QUALITY PARAMETERS RESPONSES % OF RESPONSES
RELIABLE 21 17.50%
HIGH QUALITY 16 13.33%
USEFUL 38 31.67%
UNIQUE 18 15.00%
GOOD VALUE FOR MONEY 9 7.50%
OVERPRICED 0 0.00%
IMPRACTICAL 4 3.33%
INEFFECTIVE 5 4.17%
POOR QUALITY 4 3.33%
UNRELIABLE 5 4.17%
TOTAL - 100%
2. The chart showing how the respondent rated to service Quality of careers360
3. Interpretation:
The above statistical data shows that out of 60 respondents’ majority of them find services of
Careers360 Useful, Reliable, Unique and of High Quality. Few of them find the service worth buying
while very least of them find the services impractical, ineffective unreliable and even poor quality.
The fact is none of the respondent has find it overpriced.
18%
13%
32%
15%
8%
0%
3%
4%3%4%
SERVICE QUALITY PARAMETERS
Reliable
High Quality
Useful
Unique
Good value for Money
Overpriced
Impractical
Ineffective
Poor Quality
Unreliable

50
SECTION-C
CUSTOMER SATISFACTION OF RESPONDENTS WRT CAREERS360 MARKETING
AND PROMOTIONAL STARTEGIES.
4.9) IMPACT OF SERVICES
1. Table showing Customer satisfaction to services of Careers360
SERVICES RESPONSES % OF RESPONSES
EXCELLENT 09 15%
GOOD 37 63%
AVERAGE 10 15%
POOR 02 04%
VERY POOR 02 03%
TOTAL 60 100%
2. The chart showing Customer satisfaction to services of Careers360 of respondents
3. Interpretations:
From the data collected it has been observed that the majority of respondents i.e., 63% out of 60
respondents have given a good rating to the services of careers360, 15% gives Excellent, another
15% gives Average while 2-2 respondents composing total 07% give rating of poor and very poor
respectively
15%
15%
63%
4%
3%
SERVICES
Average
Excellent
Good
Poor
Very Poor

51
there is no significant correlation between Services and Overall satisfaction of customer.
4.10) IMPACT OF PROMOTION
1. Table showing Customer satisfaction of respondents wrt promotional activities of
Careers360
PROMOTION RESPONSES % OF RESPONSES
EXCELLENT 19 31.67%
GOOD 18 30.00%
AVERAGE 20 33.33%
POOR 01 1.67%
VERY POOR 02 3.33%
TOTAL 60 100%
2. The chart showing Customer satisfaction wrt promotional activities of Careers360 of
respondents
3. Interpretation:
From the data collected it has been observed that the majority of respondents i.e., 20 respondents out
of 60 respondents have given a Average rating to the Promotion done by careers360, 19 respondent
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
Excellent Average Good Poor Very Poor
PROMOTION
Total

52
gives Excellent, 18 respondents give Good rating while only 01 respondent give rating of poor and
lastly 02 respondents give rating of very poor to promotion respectively.
there is no significant correlation between Promotion and Overall satisfaction of customer.
4.11) IMPACT OF RELIABILITY
1. Table showing satisfaction of respondents wrt to reliability of marketing strategies and
activities done by Careers360
RELIABILITY RESPONSES % OF RESPONSES
EXCELLENT 04 06.67%
GOOD 25 41.67%
AVERAGE 20 33.33%
POOR 06 10.00%
VERY POOR 05 08.33%
TOTAL 60 100%
2. The chart showing satisfaction of respondents wrt to reliability of marketing strategies and
activities done by Careers360
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
RELIABILITY
Total

53
3. Interpretation:
of 60 respondents have given Good rating to the reliability factor of careers360, 20 respondent gives
Average r, 04 respondents give Excellent rating while 06 respondents give rating of poor and lastly
05 respondents give rating of very poor to the reliability factor respectively.
there is no significant correlation between Reliability and Overall satisfaction of customer.
4.12) IMPACT OF MARKETING ACTIVITIES & STRATEGIES
1. Table showing Customer satisfaction to marketing activities of Careers360
MARKETING ACTIVITIES RESPONSES % OF RESPONSES
EXCELLENT 04 06.78%
GOOD 22 37.29%
AVERAGE 26 44.07%
POOR 03 05.08%
VERY POOR 05 06.78%
TOTAL 60 100%
2. The chart showing Customer satisfaction marketing activities of Careers360 of
respondents
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
0.5
MARKETING ACTIVTIES
Total

54
3. Interpretation:
of 60 respondents have given Average rating to the marketing activities and strategies of careers360,
22 respondent gives Good rating, 04 respondents give Excellent rating while 03 respondents give
rating of poor and lastly 05 respondents give rating of very poor to the marketing activities or
strategies respectively.
there is no significant correlation between Marketing Activities and Overall satisfaction of customer.
4.13) IMPACT OF ADVERTISING AND MARKETING
1. Table showing Customer satisfaction to Advertising of Careers360
ADVERTISING RESPONSES % OF RESPONSES
EXCELLENT 07 10.17%
GOOD 22 37.29%
AVERAGE 22 37.29%
POOR 05 8.47%
VERY POOR 04 6.78%
TOTAL 60 100%
2. The chart showing Customer satisfaction Advertising of Careers360 of respondents
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
ADVERTISING
Total

55
3. Interpretation:
of 60 respondents have given Average rating to the Advertising activities of careers360, 22
respondent gives Good rating, 07 respondents give Excellent rating while 05 respondents give rating
of poor and lastly 04 respondents give rating of very poor to the Advertising activities.
there is no significant correlation between Advertising and Overall satisfaction of customer.
4.14) IMPACT OF CONTENT QUALITY
1. Table showing Customer satisfaction to quality of content / information wrt marketing and
other services of Careers360
QUALITY RESPONSES % OF RESPONSES
EXCELLENT 07 11.86%
GOOD 17 28.81%
AVERAGE 32 54.24%
POOR 03 03.39%
VERY POOR 01 01.69%
TOTAL 60 100%
2. The chart showing Customer satisfaction of respondents’ wrt quality of content /
information of marketing and other services of Careers360
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
QUALITY
Total

56
3. Interpretation:
of 60 respondents have given Average rating to the content quality of marketing of careers360, 17
respondent gives Good rating, 07 respondents give Excellent rating while 03 respondents give rating
of poor and lastly only 01 respondent give rating of very poor to the content quality of marketing.
4.15) OVERALL CUSTOMER SATISFACTION / RATING
1. Table showing overall satisfaction of respondents with marketing, activities strategies and
services by Careers360
OVERALL SATISFACTION RESPONSES % OF RESPONSES
EXCELLENT 20 33.90%
GOOD 12 20.34%
AVERAGE 19 32.20%
POOR 07 10.17%
VERY POOR 02 3.39%
TOTAL 60 100%
The chart showing overall satisfaction of respondents with marketing, activities strategies and
services by Careers360
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
OVERALL SATISFACTION
Total

57
Interpretation:
of 60 respondents have given Excellent rating to the overall satisfaction level with the marketing and
promotional activities and strategies of careers360, 19 respondent gives Average rating, 12
respondents give Good rating while 07 respondents give rating of poor and lastly 02 respondents
give rating of very poor to the overall satisfaction level with the marketing and promotional activities
and strategies of Careers360.
The sig. 2-tailed value for this variable is +1. This value is greater than 0.05 so I can conclude that

58
CHAPTER – 5
FINDINGS, SUGGESTIONS
AND CONCLUSION

59
FINDINGS, SUGGESTIONS AND CONCLUSIONS
5.1 FINDINGS
1) The study figured out that the majority of the customers of Careers360 are youth belongs to the age
group of 18 to 30 years and students are regular customer of the company as a company is specialized
in training of the students (Education services).
2) From the data I obtained it is observed that most of the customer of the company are Students i.e.,
80 % it means that students are more focusing on services being provided by Careers360 rather
Service class or any other category. Basically, the matured generation is heading towards the benefits
offered by the products and services.
3) Most of the respondents (80%) are the customer of Careers360 and been using the services provided
by the company from several years.
4) From the above study it is observed that word of mouth plays a very important role when it comes
to educational consultancy services. Hence most of our customers said that they were influenced by
their friends who told them about the company and most (56%) of respondents were of marketing
plans adopted by the company.
5) The research shows that most of the customers are not aware of the online presence and promotion
by the company on social media. This means that company has to put in more efforts to increase the
awareness within the customers.
6) Majority (62.5 %) of the respondents find the services as provided by Careers360 useful, unique and
of High quality means they are satisfied with those services. And the fact is that none of the
respondent has find it overpriced which means the services are worth buying.
7) Most (47 %) of the respondents’ rate advertising effort of company as Excellent and Good so company
while as many as 37 % of the respondents gave Average rating. It shows that company’s Advertising
activities are working efficiently and there is no need of much development in Advertising activities or
strategies.

60
8) Further from the study it is also observed that majority (54 %) of the respondents’ rate marketing content
quality of company as Average while another majority constitute approx. 40 % rated as Excellent and
Good which is depicting that company need changes in the content quality to some extent to make it
better.
9) Most (81 %) of the respondents are satisfied with the marketing activities and strategies of the
company which comprises of Average and Good rating so, it can be said that company marketing
plans are working in the market.
10) From the data I obtained through survey depicted that majority of the respondents i.e., nearly 88 %
stated that they would like to recommend Careers360 to their friends and relatives.
11) From the data it is observed that nearly 86 % of the respondents would likely to continue enjoy the
services being provided by the company and would like to remain a member or a customer of
Careers360 in future.
12) The data I collected through survey was put to test the objectives I had interpreted earlier in this
project for which the first two objectives were tested and analysed through Frequency and percentage
table and charts while the third objective on which this whole research is based upon was tested
through Pearson Correlation Coefficient. I also evaluated descriptive statistics using SPSS for this
third objective. The most common null hypothesis is H0: p=0 which indicates that there is no linear
relation between the two said variables in the population.
After analysed the third objective I came to know that the correlation is not statistically significant
at 0.05 level which is +1 and it is greater than 0. Therefore, we cannot reject the null hypothesis
and it indicates that there is no significant relationship between marketing strategies &

61
5.2 SUGGESTIONS / RECOMMENDATIONS
➢ For increasing its sale company should have to increase its marketing plans for awareness program
because around half of the respondents were not aware of marketing plans adopted by the company
to increase customer awareness.
➢ The company must increase its awareness programme so that all the customer would become aware
of all the services of the company because nearly 47 % stated were confused about online promotion
and almost 12 % directly said no.
➢ The company should look into the customer relationship management because nearly 31 % of the
respondents were those users belonging to the category of first time. A growing trend by which the
company can succeed by gaining the customer confidence and satisfaction.
➢ As about half the users indicated that they are no satisfied with the company’s marketing strategies,
the company must take initiative in direction that to make the strategies much better and more over
the population which thinks that the strategies are not good will say in future that the strategy are
even good now.
➢ Most of the respondents are looking are preferring Education services so company has to develop its
services to attract a greater number of customers to these services.
➢ The company should increase its service quality so all the customer should feel better and worth buy
about the services offered. They must be comfortable with the product as well as services being
offered by the organisation.
➢ At last, after being analysed the data and after testing the hypothesis and objective I found that There
is no significant relationship between marketing strategies & promotional activities of Careers360
and overall consumer satisfaction level it means that to satisfy their customers more company should
focus on services provided and products offered rather moulding their focus towards marketing
strategies more.

62
5.3 CONCLUSION
In this global era, information technology companies are increasingly willing to spend more on customer
awareness and brand building programmes. Though it is one of the highly regulated industries but it still
provides lot of creativity and innovations.
The result of the study showed that customer awareness programme is very important for Educational
Services and consultancies because there is huge competition wrt Educational Services and
consultancies in the present era. And I also would like to conclude that customer awareness about
Careers360 is good but still have to improve as most of the customer are not aware of the product and
services offered by the company and most of the respondents feel that company has to increase as well
as improve its marketing plans. This will lead to customer awareness and customer retention.
On the basis of my study, I also would like to conclude that Careers360 has the service sector as their
target market and their services are good but there is scope of improving and modifying their marketing
strategies so that the perspective customers could easily get accessible to the services being provided by
the firm and also company can get maximum output and benefits from the services customers will opt
for.

63
BIBLIOGRAPHY
BOOKS
1) CR Kothari: Research Methodology: 4th
Edition
2) Nair Rajan Gupta C.B.: Marketing Management: Sultan Chand & Sons
RESEARCH PAPER
1) Jamal, A. and Goode, M.M.H. (2001), “Consumers and brands: a study of the impact of self‐
image congruence on brand preference and satisfaction”
2) Tansuhaj, P., Wong, J. and McCullough, J. (1987), “Internal and External Marketing: Effects on
Consumer Satisfaction in Banks in Thailand”
3) Barbara A. Almanza, William Jaffe and Lingchun Lin (1994), “Use of the Service Attribute
Matrix to Measure Consumer Satisfaction”
4) Selim Ahmed and Md. Habibur Rahman (2015), “The Effects of Marketing Mix on Consumer
Satisfaction: A Literature Review from Islamic Perspective”
5) Youja Yi (1989). “Acritical Review of Consumer Satisfaction”
INTERNET WEBSITES
1) https://www.televisory.com/blogs/-/blogs/education-industry-in-india-an-
overview#:~:text=The%20education%20sector%20in%20India,growth%20in%20the%20comi
ng%20years.&text=The%20number%20of%20universities%20in,)%20to%20850%20(2018)
2) https://www.crunchbase.com/organization/careers360
3) https://www.weidert.com/blog/top-10-most-effective-marketing-strategies
4) https://leadsbridge.com/integrations/university-careers-360/activedemand/
5) https://internshala.com/internship/detail/campus-ambassador-programme-at-careers3601

65
QUESTIONNAIRE
❖ CONSUMER SATISFACTION SURVEY ON MARKETING AND
PROMOTIONAL STRATEGIES OF CAREERS360
Name………………….
Demographics Parameters for respondents
Q.1 What is your Gender
1. Male
2. Female
Q.2 What is your Age Group
1. 18-30
2. 30-50
3. 50 and above
Q.3 What is your Profession
1. Student
2. Businessmen
3. Service class
4. Others
Respondents Awareness about Careers360 and its services.
Q.4 How likely is it that you would recommend Careers360 to your friend or colleague?
1. Extremely likely
2. Very likely
3. Somewhat likely
4. Not so likely
5. Not at all likely
Q.5 How long have you been using Careers360?
1. This is my first time

66
2. Less than 6 months
3. 6 months to 1 year
4. 3 or more years
5. I haven't tried Careers360 services yet
Q.6 Which of the following words would you use to describe services of Careers360? Select all that
apply
1. Reliable
2. High quality
3. Useful
4. Unique
5. Good value for money
6. Overpriced
7. Impractical
8. Ineffective
9. Poor quality
10. Unreliable
Q.7 Does Careers360 promotes its services on social media platforms also?
1. Yes
2. No
3. May be
Q.8 Do you think the careers60 website is user friendly?
1. Yes
2. No
May be
On a scale of 1-5 rate your satisfaction level about careers360 with respect to the following
parameters.
Q.9 How would you rate the Services of Careers360?
1. Excellent

67
2. Good
3. Average
4. Poor
5. Very Poor
Q.10 How likely is the impact of Careers360 marketing activities?
1. Excellent
2. Good
3. Average
4. Poor
5. Very Poor
Q.11 How satisfied are you with promotional activities of Careers360?
1. Excellent
2. Good
3. Average
4. Poor
5. Very Poor
Q.12 How reliable are the marketing ads of Careers360 with its services?
1. Excellent
2. Good
3. Average
4. Poor
5. Very Poor
Q.13 How likely is the impact of Careers360 marketing and advertisements?
1. Excellent
2. Good
3. Average
4. Poor
5. Very Poor
Q.14 How would you rate the information provided by experts related to courses and college reviews?
1. Excellent
2. Good

68
3. Average
4. Poor
5. Very Poor
Q.15 Overall rating to Careers360 marketing and Promotional activities?
1. Excellent
2. Good
3. Average
4. Poor
5. Very Poor

69
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