Published on February 20, 2014
Report of Marketing Research on ―Youth & Career‖ Guided by Prof. Guru Prasad Submitted by Abhineet Singh Bist (1302) Aseem Dubey (1308) Chayya Singh (1315) Mustahid Ali (1334) Omkar Phatak (1338) Puneet Amin (1345) of Master of Business Administration AICTE Universal Business School
ACKNOWLEDGEMENT At the outset of this project, We would like to express our profound thanks to a few people without whose help, completion of this research project would not have been possible. First and foremost, we would like to express sincere thanks to Mr. Guru Prasad (Faculty Of Marketing Research) for giving us this opportunity to work for the project given by him . We would also like to thank all my friends for providing us their precious support and making this internship a successful learning experience. We are very grateful to Mr. Bibhas Basumatray, Dean of Academics, Universal Business School, for giving us the opportunity to choose this subject as in our course.
EXECUTIVE SUMMARY The report contains the brief description of YOUTH & CAREER of two cities(Karjat & Badlapur). It contains the findings and analysis of the survey conducted to gather primary data and secondary The size of the sample is limit to 103 only. We have gone through Industry analysis of Youth and Career. We came across what is youth, what is career, what is the Indian literacy rate, what is the no. of courses available in India, market size of education Industry in India, PESTEL & SWOT analysis. We got enlightened by analyzing the report that India is also promoting education by providing new technologies in schools, good teachers and by providing them high class education with computer courses. Even we came to know that most of the population in India is day by day growing in terms of literacy.
TABLE OF CONTENTS Acknowledgment Executive Summary Literature Review Background and need for the study Objective of the study Testable hypothesis Research Methodology Designing of the study Duration of the study Sample Selection Data Collection and analysis Findings of the study References Annexure I-II
YOUTH Often the time between childhood and adulthood is known as Youth. Youth also is known as the time of life when one is young. Youth is also defined as "the appearance, freshness, vigor, spirit, etc., characteristic of one who is young. Youth can refer to the entire time of life when one is young, including childhood, but often refers specifically to the time of life that is neither childhood nor adulthood but rather somewhere in between. Youth also identifies a particular mindset of attitude, as in "He is very youthful". The term also refers to individuals between the ages of 18 and 35. Youth is also defined as a social position that reflects the meanings different cultures and societies give to individuals between childhood and adulthood. Youth is an alternative word for the scientifically-oriented adolescent and the common terms teen and teenager. Youth is the stage of constructing the self-concept. The self-concept of youth is influenced by several variables such as peers, lifestyle, gender, and culture. It is the time of a person's life in which they make choices which will affect their future. Youth as we say are not differentiated or classified based on gender or income class. Any person from 18 to 35 years of age falls under youth irrespective of him being in lower income group of middle or higher income group.
CAREER Career describes an individuals' journey through learning, work and other aspects of life. Career is defined as a person's course or progress through life or a distinct portion of life. Career is usually used to relate to the working aspects of an individual‘s life. Career is used to describe an occupation or a profession that usually involves special training or formal education and is considered to be a person‘s lifework. Career is the pathway that a person chooses in his/her life to reach towards the desired goals and objective. Career is not only that a person has to do job; it also includes a person doing business or engaging in the social work. Career‘s ultimate end to reach to desired goals. When deciding onto which career path to choose a person should consider three factors: Objective factor theory assumes that the applicants are rational. The choice, therefore, is exercised after an objective assessment of the tangible benefits of the job. Factors may include the salary, other benefits, location, opportunities for career advancement, etc. Subjective factor theory suggests that decision making is dominated by social and psychological factors. The status of the job, reputation of the organization and other similar factors plays an important role. Critical contact theory advances the idea that a candidate's observations while interacting with the organization plays a vital role in decision making. For example, how the recruiter keeps in touch with the candidate, the promptness of response and similar factors are important. This theory is more valid with experienced professionals.
INDIA’S MOST LITRATE STATE Rank State Literacy Rate (%) - Literacy Rate (%) - Literacy Rate (%) %  [2013 Estimate] 2001 Census - 2011 Census Increase 1 Kerala 95.5 92.19 93.91 3.04% 2 Mizoram 96.6 88.8 91.6 2.80% 3 Tripura 94.65 73.19 87.8 14.61% 4 Goa 90.5 87.4 87.4 0.00% 5 Himachal Pradesh 86.5 76.48 83.8 7.32% 6 Nagaland 85.9 76.88 82.9 6.02% 7 Sikkim 86.2 68.81 82.2 13.39% 8 Maharashtra 83.2 66.59 80.1 13.52% 9 Tamil Nadu 83.0 73.45 80.3 6.85% India is in the midst of an unprecedented phase of demographic change. Nearly 63.38% (about 760 million) of India‘s 1.2 billion population is in the working age group (15-59 years of age). Population projections show that in 2020, the average Indian will be only 29 years old, compared to 37 in China and the US, 45 in Western Europe and 48 in Japan. Above table shows considerable growth in literacy rate in India but there are many factors which are hindering this growth. Public funds are insufficient to cover education costs, and schools throughout India experience shortages of teachers, books, and basic facilities. Retention of both students and teachers is alarmingly low, particularly in rural areas. Gender discrimination also keeps attendance rates for girls far below that of boys in the same age group.
EDUCATION AMONG YOUTH Completed years of education Women (%) Men (%) No education 26 10 < 5 years complete 7 8 5-7 years complete 18 18 8-9 years complete 20 27 10-11 years complete 15 19 12+ years complete 14 19 Total 100 100 Data is approximate • 29% of women (47% of urban and 20% of rural) have 10+ years of schooling. • 38% of men (49% of urban and 31% of rural) have 10+ years of schooling.
EDUCATION INDUSTRY IN INDIA: India has emerged as a strong potential market for investments in training and education sector, due to its favourable demographics (young population) and being a services-driven economy. Further, India‘s expanding role in sectors such as software development, generic pharmaceuticals and healthcare, would require the country to invest into learning and training segment as well.The education sector of India is divided into two main segments; the core segment comprises of schools and higher education, while the non-core comprises of coaching classes, pre-schools and vocational trainings. Core Segment Schools Higher Education Non-Core Segment Coaching Classes Vocational Training The Ministry of Human Resources Development (MHRD) controls this segment. It requires affiliation or accreditation from either of the following bodies: ICSE (Council for the Indian School Certificate Examinations CBSE (Central Board of Secondary Education) IGCSE (International General Certificate of Secondary Education) IB (International Baccalaureate from Geneva) State Board Moreover, India has claimed 10 of the top 100 places in Times Higher Education's BRICS & Emerging Economies Rankings 2014—the world's first ranking of universities in Brazil, Russia, India, China and South Africa, as well as 17 other emerging economies.
MARKET SIZE: The market size of Indian education sector is expected to increase to Rs 602,410 crore (US$ 97.03 billion) by FY15 on back of strong demand for quality education, according to a report by India Ratings. The private education segment alone is expected to cross US$ 45 billion mark by 2015 from the present US$ 35 billion, according to a research report prepared by Investor Relation Society, affiliated to US based Global Investor Relations Network. Major investments are being seen in the areas of pre-schools, private coaching and tutoring, teacher training, the development and provision of multimedia content, educational software development, skill enhancement, IT training and e-learning.India's online education market size is set to grow to US$ 40 billion by 2017 from the present US$ 20 billion, said Mr Anil Sonkar, Chief Technology Officer (CTO), Loud Cloud Systems. COURSES OFFERED IN INDIA: A Course is source to build the qualification. Many courses are offered in India such as 10+2 (intermediate), under graduate (Bachelor‘s degree), post graduate (Master‘s degree), diploma, certification courses, associate degrees, Licentiate degrees, Specialist degrees, Logistician‘s degrees, Engineer‘s degrees, Professional Doctoral degrees, Research Doctoral degrees, M. Phil, PhD, etc. Courses are offered in various streams such as Arts and Social Science, Law, Engineering, Medical, Commerce or Journalism and Mass Communication.
PESTLE ANALYSIS: Political Economic Social Schools being privatised (like the NHS) A government initiative creates the risk that the school may fail to deliver the policy or be diverted away from local priorities etc. Changes to the skills required to be a teacher/ tutor Changes to curriculum with short lead times Requirement to be self managing Requirement to be self financing Central or local government funding decisions may affect school/ establishment finances Closure of a local industry may affect fund raising plans etc. Ability of parents to raise funds for optional activities The need to run breakfast/ after schools clubs Ability to invest ‗savings/ surpluses‘ Cost of providing resources: o Staff – teaching & support o Basics – books/ paper o Technology solutions laptops etc Interest rates Shortages of materials on national/ international markets Over provision of school places in the area resulting in competition from neighbouring schools The risk of highly valued, key staff moving on to more ‗up and coming‘ schools/ academies Decline in birth rate, reflecting national trends Local population changes (increasing/ decreasing numbers) Demographic changes may affect likely pupil rolls or the nature of pupils needs e.g. pupils with English as a second language etc. Closure of local firms providing employment Inability to attract staff Social networking – blogs, facebook, twitter Changes to qualifications expected Integration with local community Integration of students with special needs parental preference – an increase in ‗parent power‘ has allowed parents more freedom of choice over their child‘s school the risk of highly valued, key staff moving on to more up-andcoming establishments Information is accessible to staff anywhere in the world via the Internet Staff were not given enough training or access to effectively change their habits and how they expected information to be
made available Technological Legislative Environmental Changes to standards/ equipment required Risk of selecting the wrong technology at times of change (i.e. windows -v- open source) New computer viruses may affect school/ college operations, Disturbing/ illegal images on the internet may affect ICT security measures etc. Move from paper based books to e-book readers Computer hardware being out of date Computer software being out of date Time to manage IT systems new legislation may create risks of non-compliance with the law, create new administrative burdens etc Changes to child protection legislation Raise the age of school leaving age Raise/ lower the age of starting school. Nursery/ kindergarten Change to school opening hours Changes to funding of charity based organisations Health & safety legislation A new highway layout near the school may create new dangers for pupils etc Waste disposal Reduction of green space available for activities Changes to local bus routes Using a significant amounts of paper and photocopier toner to produce printed information.
SWOT ANALYSIS Strengths • Responsible for creation of large human resource for the country. • Mastery over quantitative concepts coupled with English proficiency due to structure of Indian education concepts has resulted in a skill sett hat has enabled the country to take advantage of the international demand. • Presence of government run initiatives and few NGO¶s have provided a strong base to Indian education system. • New Education Reforms had made Indian education sector morel lucrative. Weakness • The University Grants Commission currently functions as regulator, inspector and disburser of government grants. This centralization of authority has created the ineffective Education system. • Indian universities are controlled by the government. The Education Raj has not only failed in the task of creating a first rate higher education system; it has led to the decline of formerly good universities. • Lack of investment in infrastructure have led to India's under funded and misadministered universities. • Good undergraduate colleges like IIT have fallen short as research universities when measured by objective criteria internationally.
Threats • The Quality of Indian education is at stake as there are less good quality teachers at disposal. • More private players in the industry can make it more profit driven sector. Opportunities • The Ministry of Human Resource Development (MHRD) is keen to commence the Foreign Educational Institutions Bill. With the bill, 100 percent FDI in higher education would soon be a reality. And far cheaper and better education would come to the kitty of Indian students. • More than 300 private equity funds are keenly waiting to invest in the education sector in the country.
NEED OF STUDY. Introduction: Youth is the time of life when one is young, but often means the time between childhood and adulthood. This world demands the qualities of youth: not a time of life but a state of mind. A temper of the will, a quality of imagination, a predominance and courage over timidity, of the appetite for adventure over the life of ease. India has many aspirants i.e. youth hence its said by great people that India will be the powerful nation by 2020.Talent is dynamic in India ,hence we thought to do research on YOUTH AND CAREER- career orientation, role model, awareness about various courses and views on various issues affecting the nation Objectives: 1. To know how inclined youth are towards career. 2. To know the role models followed by youth. 3. To know awareness about various courses in youth. 4. To understand youths knowledge on Current Affairs.
Methodology: Study conducted in the selected areas of two district, Thane district and Raigad District. Areas considered were: Karjat (Raigad) Badlapur (Thane) 17 to 18 Youth selected in each area were randomly selected by 6 researcher. A well structures questionnaire with 27 questions was administered by trained B-schools graduates who randomly selected 52 respondents from each area. Total sample size 103 people. Hypothesis: The following hypothesis is made in the study 1. There is no relation between education and Role Model. 2. There is no relation between gender and issues affecting India. 3. There is no relation with youth hobbies and Income. 4. No relation with gadget youth use and income.
RESEARCH METHODOLOGY (a) Designing a questionnaire – To understand the youth orientation towards career,their roale model, courses they are aware about,how updated youth are about nation news , a questionnaire was designed and the respondents were asked to mark their preferences on a ranking scale. The questionnaire also contains 27 factors related to youth. (b) Duration of the study– The survey is conducted for the period of one month. (c) Sample Selection– The survey is conducted on 103 person. The survey was conducted in certain areas of Karjat and Badlapur. (f) Data Collection and analysis- The report is based on primary data only. Primary data was collected through the above designed questionnaire by personally interviewing the respondents. The data is analyzed using T-test.
YOUTH PROFILE YOUTH PROFILE NO. OF RESPONDENTS Male Female 94 9 SEX AGE 18-25 26-30 31-35 36-40 52 29 22 0 OCCUPATION Salaried Businessman/Professional Housewives Student ANNUAL INCOME Upto 5000 10000-20000 20001-30000 30001-50000 50001-70000 70001-100000 Above 100000 HOW YOUTH SPEND TIME Chatting Listening music Playing games Reading Others YOUTH CAREER PLAN Businessman Farmer CEO Sportsman Lawyer Others DO YOUTH FOLLOW ROLE MODEL Yes No COURSES THEY ARE AWARE Most of courses MBA Engineering DO THEY KNOW CURRENT AFFAIRS Yes No 58 27 1 17 15 33 26 10 12 6 1 3 3 9 7 81 42 1 8 1 1 50 82 21 89 11 3 89 14
WHICH SOURCE THEY PREFER: Internet Newspaper TV Radio All Sources None of above HOBBIES OF YOUTH Reading Travelling Playing games Others TODAYS YOUTH ARE RESPONSIBLE: Yes No ISSUES AFFECTING INDIA Corruption Politics Inflation Others WHICH LEADER TODAYS YOUTH WANT Narendra Modi Rahul Gandhi Arvind Kejriwal Others YOUTH MAXIMUM RESPONSIBLE TO Family Friends Society Nation EDUCATION OF TODAYS YOUTH HSC and Below HSC Graduate/Post Graduate 11 43 14 2 24 9 10 6 49 38 32 71 46 10 5 42 35 6 16 46 82 5 3 13 66 37
DOES HYPOTHESIS IS CORRECT: THERE IS NO RELATION BETWEEN EDUCATION AND ROLE MODEL. Chi-Square Tests Value df Asymp. Sig. (2sided) Pearson Chi-Square Likelihood Ratio N of Valid Cases a 195 .000 153.947 195 .986 271.513 103 a. 239 cells (99.6%) have expected count less than 5. The minimum expected count is .01. This shows there is no relation between education and role model.
THERE IS NO RELATION BETWEEN GENDER AND ISSUES AFFECTING INDIA. Chi-Square Tests Value df Asymp. Sig. (2sided) Pearson Chi-Square Likelihood Ratio N of Valid Cases a 15 .695 11.845 15 .691 11.793 103 a. 27 cells (84.4%) have expected count less than 5. The minimum expected count is .09. Above shows false hypothesis.
THERE IS NO RELATION WITH YOUTH HOBBIES AND INCOME. Chi-Square Tests Value df Asymp. Sig. (2sided) Pearson Chi-Square Likelihood Ratio a 174 .990 108.419 174 1.000 133.684 N of Valid Cases 103 a. 208 cells (99.0%) have expected count less than 5. The minimum expected count is .01. Hypothesis holds wrong.
NO RELATION WITH GADGET YOUTH USE AND INCOME. Chi-Square Tests Value df Asymp. Sig. (2sided) Pearson Chi-Square Likelihood Ratio a 24 .295 24.369 24 .441 27.199 N of Valid Cases 103 a. 28 cells (80.0%) have expected count less than 5. The minimum expected count is .01. This hypothesis is invalid.
FINDINGS/CONCLUSION • Karjat & Badlapur youth are very much inclined towards career. • Youth education is nothing to do with role model.(eg. Warren Buffet).Even many do not have role model. • Youth are updated with current affairs like they blame system for corruption again it is not related to youths literacy. • Youth today are keen on becoming businessman.
REFERENCES Primary Data: Direct Survey (Questionnaire Method) Secondary Survey http://www.wikipedia.com http://www.investopedia.com
YOUTH AND CAREER/ YOUTH SURVEY: Q1. What is your occupation? Unskilled workers Skilled workers Petty traders Shop owners Businessmen/Industrialist with no. of employees: -None -1-9 -10+ Self-employed professionals Clerical/Salesman Supervisory level Officers/executive -Middle/Senior Housewife Student Q2. How you spend your leisure time? Q3. What are the things that keeps you happy and motivated? Q4. What do you want to become in life? Q5. What is your Career plan? Q6. Who is/are your Role model? Q7. What courses are you aware of?
Q8. What are you doing to head toward your career? Q9. Are you updated with the facts that are going on in nation? Yes No Q10. What are the resources of media you access for information? Please specify? Q11. What are your current Hobbies? Q12.What hobbies you want to learn? Q13. Do you think highly educated person can earn well? Yes No Q14. Today’s youth are responsible? Yes No Q15. In which course you are interested? But you cannot peruse due to some problem? Q16. Whom did you consult or who suggest you to go for this profession? Yourself Family Friends Others………………….. Q17. What are the issues affecting the nation?
Q18. Who is the current leader who can solve the problem? Q19. Which leader you want to elect? Q20. Have you gone through any career exam? Q21. Which gadget you use? Q22. Beyond money what are important in your life? Q23. Which elements you required to be successful? Q24. Your maximum responsibility is towards? Family Friends Society Nation Q25. What is your age? 18-25 yrs 26-30 yrs 31-35 yrs 36-40 yrs Q26. Gender : Male ………. Female……….. Q27. How many family members do you have?
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