MARKET AND DEMAND ANALYSIS

Situational

Analysis and

Specifications

of Objectives

Collection of

Secondary

Information

Conduct of

Market Survey

Characterization

of the Market

Demand

Forecasting

Market

Planning

SITUATIONAL ANALYSIS AND SPECIFICATIONS OF OBJECTIVES

COLLECTION OF SECONDARY INFORMATION

General Sources of Secondary Information

Industry Specific Sources of Secondary Information

Evaluation of Secondary Information

SECONDARY SOURCES OF DATA

1. Economic Survey 2. Basic Facts 3. Reports of Export Working Groups on Various

Industries 4. Census of Manufacturing Industries 5. Statistical Yearbook 6. Monthly Statistical Bulletin 7. Annual Report of RBI 8. Annual Reports and Accounts of the Companies

Listed on the Stock Exchange 9. Annual Reports of the Various Associations of

Manufacturers

CONDUCT OF MARKET SURVEY

Census Survey

Sample Survey

Steps in a Sample Survey Define the Target Population

Select the Sampling Scheme and Sample Size

Develop the Questionnaire

Recruit and Train the Field Investigators

Obtain Information as Per the Questionnaire from the Sample of Respondents

Scrutinizes the Information Gathered

Analyze and interpret the Information

CONDUCT OF MARKET SURVEY

Some Problems

Heterogeneity of the Country

Multiplicity of the Languages

Design of Questionnaire

CHARACTERISATION OF THE MARKET

Effective Demand in the Past and Present

Production + Imports Exports Change in stock level

Breakdown of Demand

Nature of Product

Consumer Groups

Geographical Division

CHARACTERISATION OF THE MARKET

Price

Methods of Distribution and Sales Promotion

Consumers

Supply and Competition

Government Policy