Indian Institute of Management Indore News

IIM Indore Students Survey

IIM Indore Students Survey

It is around that time of the year when students from IIM Indore gear up for their annual rural marketing research initiative, ‘Utsaha’. This marketing research is conducted to cater to the needs of corporates across sectors vying for rural market share.

Like every year, students of IIM Indore will visit the ‘Karthik Purnima mela’ at the Janapav Kuti village near Indore on November 28 and conduct a survey. The data generated from the survey will serve various purposes of FMCG, market research, real estate, personal finance, and farm equipment companies. Interestingly, the fair attracts over 50,000 visitors over a span of three days.

As part of ‘Utsaha’, students of IIM Indore work on research projects on behalf of organisations and companies to get a feel of the psyche and behaviour of rural consumers.“This is the fifth edition of ‘Utsaha’ and we already have grabbed projects from two companies. While one company that operates in the financial service space, wants to know the ATM usage behaviour of rural consumers, the other, which is into the real estate business, wants to create awareness about housing projects”, said Atif Nayeem, co-ordinator of Utsaha, a student of the 2011-13 class.

“We are in talks with some other leading companies, including Hindustan Unilever, Dabur, and Mahindra, for such projects this year,” confirmed Nayeem. Earlier, Utsaha conducted surveys for Cadbury’s, Reckitt Benckiser, Pidilite, Airtel, Idea and Wipro Consumers to mention a few.

Typically, village haats and melas present a diverse mix of rural segments which can be good samples for marketing research. In order to increase the interest level and attract crowds to participate in the survey, students organise various types of games.

“We organise different types of engaging games for villagers and try to gauge their mindset and purchasing behaviour. In an interesting survey for Reckitt Benckiser, students of IIM Indore found that rural consumers would prefer ‘Mortein’, the mosquito repellent brand, in the shape of an incense stick or agarbati. ‘Utsaha’ often comes out with such interesting findings,” added Nayeem.

In another survey carried out for Pidilite’s adhesive brand, Fevi Kwik, it was revealed that consumers would like to see the product available in medical stores. The finding amazed the company.

‘Utsaha’ was started in 2008 when a group of students attended the ‘Karthik Purnima’ fair in that village and witnessed the crowd. Immediately, the idea to use the huge captive audience to understand the psyche and purchasing behaviour and use it to the benefit of various companies flashed in their mind.


IIM Indore New Courses

IIM Indore New Non Residential Course

IIM-I ( Indian Institute of Management – Indore ) rolled out its non-residential postgraduate program in management ( PGP ) from Mumbai on 8th October, 2012. This will be institute’s first non-residential full time management program. Candidates will be awarded with Postgraduate Diploma in Management ( PGDM ) on successful completion of the program. The AIU ( Association of Indian Universities ) recognizes the program and is equivalent to an MBA degree offered by Indian University.

The objective of the program is to develop competent business leaders who can learn and adapt to domestic and foreign environment.

The six term program will be offered at Mumbai but students will get an opportunity to experience the campus life of IIM-I for 3 months during their fourth term. The candidates will be required to take up elective courses during this time along with the PGP students of the institute.

IIM-I expects that the program will ensure an exciting future and open the doors of many opportunities for the students.



Leave a Reply

Your email address will not be published. Required fields are marked *