MARKET AND DEMAND

ANALYSIS

Collection of
Secondary
Information

Situational
Analysis and
Specifications
of Objectives

Demand
Forecasting

Characterization
of the Market

Conduct of
Market Survey

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