1

Summer Training Project Report

“COUNSELING AND RELATIONSHIP MANAGEMENT IN

NAINITAL REGION”

Submitted for partial fulfillment of the requirement for the

Award of degree

Of

Master of Business Administration

Session 2016-18

Submitted To: Submitted By:

Bhaskar Kandpal Priyanka Negi

Roll no:2055870

School of Management

Graphic Era Hill University, Bhimtal

2

CERTIFICATE

This is to certify that the project work done on the topic “Counseling
and Relationship Management in Haldwani Region” submitted to
School of Management, Graphic Era Hill University, Bhimtal, by in
partial fulfillment of MBA degree, is a bonafide work carried out by her
under my supervision and guidance. This work has not been submitted
anywhere else for any other degree/diploma. The original work was
carried out during , 2017 to July 18, 2018 at Graphic Era Hill
University, Bhimtal.

Date:

Seal/stamp of the Organization

Name of the Mentor:

3

ACKNOWLEDGEMENT

I am using this opportunity to express my gratitude to everyone who

supported me throughout the course of this MBA project. I am thankful
for their aspiring guidance, invaluably constructive criticism and friendly
advice during the project work. I am sincerely grateful to them for
sharing their truthful and illuminating views on a number of issues related
to the project.

I am highly thankful to Govind Jethi for designing this interesting live

project on “Counseling and Relationship Management in Haldwani
Region” and guiding us with his immense knowledge and experience.

I am also very thankful to Mr. Bhaskar Kandpal for his continuous

guidance and support throughout the completion of our project.

I am short of words to convey my gratitude to all the faculty members

of Management department who were always there when I needed them.

This acknowledgement is incomplete without thanking all the people I

visited during my training period from whom I always received a positive
response. At last, I would like to thank my family and friends for their
never ending support.

Priyanka Negi
4

DECLARATION

I, Priyanka Negi, a bonafide student of MBA program at Graphic Era hill

University, Bhimtal hereby declare that I have undergone the Summer
Training on the topic “Counseling and Relationship Management in
Nainital Region” at Graphic Era Hill University, Bhimtal under the
supervision of Govind Gethi and my mentor Mr. Bhaskar Kandpal from ,
June 18 2018 to july 29, 2018.

I also declare that the present project report is based on the above
summer training and is my original work. The content of this project
report has not been submitted to any other University or Institute either in
part or in full for the award of any degree/diploma/fellowship.

Further, I assign the right to the University to use the information and
contents of this project to develop cases and papers for publication or for
use in teaching.

Place: Bhimtal Isha Tewari

Date:
5

CONTENTS
S.No Topic Page No.

1 Title 1
2 Certificate 2
3 Acknowledgement 3
4 Declaration 4
5 Contents 5
6 Index 6-7
7 List of figures 8
8 List of tables 9
9 Executive summary 10
10 Organization profile 11-22
11 Industry profile 23-24
12 Introduction to counseling 25-26
13 Types of counseling 27-31
14 Counseling process and skills 32-34
15 Career counseling 35
16 Introduction to Relationship Management 36-37
17 Research Methodology 38-59
18 Conclusion and recommendations 60-61
19 Bibliography 62
6

INDEX
S.No Title Page no.

1 Introduction to Counseling 25
1.1 Definitions 25
1.2 Meaning 25
1.3 Nature of Counseling 26
1.4 Purpose of Counseling 26
2 Types of Counseling 27
2.1 Types of Counseling 27
2.2 Steps of Directive Counseling 28
2.3 Merits and Demerits of Directive Counseling 28
2.4 Steps of Non-Directive Counseling 29
2.5 Merits and Demerits of Non-Directive Counseling 29
2.6 Difference between Directive and Non-Directive 30
Counseling

2.7 Characteristics of Eclectic Counseling 31

3 Counseling process and skills 32
3.1 Process of Counseling 32
3.2 Counseling skills 33
4 Career Counseling 35
4.1 What is it? 35
4.2 Why Career Counseling? 35
7

4.3 What Career Counseling is not? 35

5 Introduction to Relationship Management 36
5.1 Meaning 36
5.2 Customer Relationship Management 36
5.2.1 Importance of CRM 36
5.2.2 Information Technology and CRM 37
5.2.3 Face to Face CRM 37
5.2.4 Benefits of CRM 37
6 Research Methodology 38
6.1 Meaning of Research and Research Methodology 38
6.2 Problem Definition and approach to the problem 39
6.3 Research Design 41
6.4 Data Collection 44
6.5 Sampling Techniques 48
6.6 Data Analysis and Interpretation 52
7 Conclusion and Recommendations 60
7.1 Conclusion 60
7.2 Recommendations 61
8

LIST OF FIGURES

S.no Title Page no.

1 Education Industry in India(US$ Billion) 23
2 India’s Literacy Rate (2016) 24
3 Process of Counseling 32
4 Types of Research 41
5 Percentage of counseled and non-counseled 57
students out of total meritorious students
6 Percentage of students counseled on different 58
courses
7 Percentage of registrations/admissions in 59
GEHU through this project
9

LIST OF TABLES
S.no Title Page no.
1 Difference between directive and non-directive 30
counseling
2 Data of counseled students 52-53
3 No. of counseled and non-counseled students out 57
of total meritorious students
4 No. of students counseled on different courses 58
5 No. of registrations/admissions in GEHU through 59
this project
10

EXECUTIVE SUMMARY

Counseling is the activity of the counselor, or a professional who

counsels people especially on personal problems and difficulties. This
counselor is someone who understands human behavior, their personality
and knows how to give the right direction to their thoughts. Career
counseling is a process that focuses on helping one understand one’s own
self, as well as work trends, so that one can take an informed decision
about career and education.

These days when we have numerous courses available, students often

find themselves confused regarding which course best suits their
capabilities and interests. They are also in great dilemma while choosing
the best college for them. This project seeks to help, counsel and advise
the students about what courses are best suited to them as per the need of
the hour and where they can find these courses in their nearby region.

Relationship Management is a strategy in which a continuous level

of engagement is maintained between an organization and its audience.
Through this project too, efforts were made to build and improve
relationship of Graphic Era Hill University with the residents in the
nearby regions. People were made aware of GEHU and why they should
choose it.
11

ORGANIZATION PROFILE

Background
Graphic Era Hill University was established on April 28, 2011 under
Section 29(f) of the UGC Act, 1956 under the aegis of Graphic Era
Educational Society, Dehradun. Since its inception the university has
been growing at an exponential pace under the able guidance of excellent
leadership and dedicated services of the staff and faculty members.

Graphic Era Hill University (GEHU) has campuses at Dehradun as

well as at Bhimtal. All these campuses are designed as self- contained
communities with academic and research facilities, laboratories, libraries,
administrative offices etc.

Dehradun Campus

Bhimtal Campus
12

Objective
The aim of the University is to impart high quality knowledge and skills
over a wide spectrum of professional and technical domains such as
engineering, law, management, allied sciences, architecture, humanities,
commerce, design and fine arts, and to provide world class training and
research facilities, especially to the people hailing from the hills of the
state of Uttarakhand.

Vision
Graphic Era Hill University is visualized as an internationally recognized,
inquiry-driven, ethically engaged university with a diverse community
whose members work collaboratively, for the positive transformation of
the world by pioneering teaching, research and social awareness.

Mission
The mission of Graphic Era Hill University is to promote learning in the
true spirit. The University offers the knowledge and skills needed to
succeed as professionals, and the values and sensitivity needed to be
responsible citizens of the world.

Approach at GEHU
We at Graphic Era Hill University, strive to create an environment where
every individual is inspired to grow beyond the realm of the curriculum
to achieve personal as well as professional growth. Our efforts are aimed
at identifying human talent & passion and understanding the conditions
under which this talent can flourish to the full extent. Graphic Era Hill
University, is thus about “how we can prepare our students in the best
possible way to meet head on all the challenges of the future”.
13

Prof. (Dr.) Kamal Ghanshala - Chancellor

Prof. (Dr.) Kamal Ghanshala is an

engineer with a doctorate in computer
science. He is an “edu”preneur in the
true sense who relentlessly strives to
make quality education across multiple
disciplines easily accessible to all. His
noble efforts have been recognized both
at national and international platforms.
As the Chancellor of GEHU and the
President of GEU, he believes in the
principle of “leadership by example”
and continues to teach and
interact with students.

Prof. (Dr.) Sanjay Jasola – Vice Chancellor

Prof. (Dr.) Sanjay Jasola was formerly

a Dean at Gautam Budha University,
Greater Noida. He has more than 27
years of experience in teaching,
research and academic administration.
He has been associated with several
universities abroad. He has published
more than 70 papers in national and
international journals and book

chapters. He has guided a number of

M.Tech and PhD students in their
academic field.

Prof. (Dr.) Anil Kumar Baliga

Director, GEHU, Bhimtal Campus

14

Prof. (Dr.) R.C.S Mehta

Dean- GEHU, Bhimtal Campus

The Quality Objectives at GEHU

➢
To be a world class technical institution fostering innovation,
leadership and entrepreneurial spirit.
➢
To provide quality education and long term value creation.
➢
To organize continuing education programs regularly in order to keep
the faculty and students abreast of ever changing technology.
➢
To anticipate and fulfill the requirement of the student, industry and
community by adopting best practices.
➢
To enhance the quality of life through R&D, teamwork and industry
partnership.

The Quality Policy at GEHU

➢
To provide organizational support and the requisite technological
advancements to successfully impart high quality and world class education at
all levels.
➢
To involve and empower all in the process of continuous growth and
improvement.
➢
To encourage problem solving, innovation and research by inter-disciplinary
teams.
➢
To ensure dissemination of information in the best possible way.
15

Academic Facilities
Graphic Era Hill University provides an optimum learning, teaching,
research, and working environment for all students, faculty and staff
within the campus community.

• Classrooms
Aesthetically and scientifically designed
classrooms/ lecture theatres, provide the
great learning experience. The
classrooms are equipped with latest
modes of teaching communication, viz.
LCD projectors, audio-visual aids, and

white boards. The classrooms are

designed so that the sound is clear and audible everywhere.

• Laboratories

The laboratories at Graphic Era Hill

University are equipped with latest
equipments and technology so as to be
at par with the respective industry. This
ensures the employability factor for the
students to a higher level.

• Application Workshops

The workshops at GEHU consist of

shops in the field of fitting, carpentry,
machine, smithy, forging, welding, tin-
smithy, foundry and pattern making.
Mechanical Machine Shop is equipped
with Central Lathes, Shaping
Machines, Drilling Machines;
16

Electrical shops are fitted with both AC and DC motors, Generators and
Alternators with instruments for circuit and systems labs.

• Internet Facility

Graphic Era Hill University provides

seamless internet connectivity through
LAN and Wi-Fi Connectivity. In
addition, Optical fiber connectivity
back bone with structural cabling
provides internet connectivity between
and to all the computers with faculty,
students, academic block, administration hostels.

• Library

The Library at Graphic Era Hill

University has the subscription to the
national and international journals/
magazines for all the disciplines. The
book bank consists of a number of
technical books, periodicals, video
films, magazines and other national and
international publication.

Campus Facilities

➢
Sports

The Sports committee at GEHU believes in developing the overall

personality of a person. It organizes inter and intra- college level football,
cricket, basketball tournaments.
17

➢
Transport

Graphic Era Hill University provides pick and drop facility to the
students, who wish to commute daily.

➢
Medical Facility

The round the clock availability of ambulance is there on the GEHU

campus.

➢
Banking and ATM Facility

Students can make use of the personal banking facilities at the branch. 24
hours ATM facility is available at GEHU campus.

➢
Open Air Theatre

The Open Air Theatre (OAT) has been built to encourage the recreational
activities for the students on the campus.

➢
Reprographic

Students can make use of the photocopying facility available at the

institute on a nominal payment.
18

Courses at GEHU
Programs offered at Dehradun Programs offered at Bhimtal
campus Campus
B.Tech B.Tech
Computer science Engineering Computer science Engineering
Mechanical Engineering Mechanical Engineering
Civil Engineering Civil Engineering
Electronics & Communication Electronics & Communication
Information Technology B.Tech (lateral entry)
Electrical Engineering
B.Tech/ M.Tech (integrated)
computer science
B.Tech/ M.Tech (integrated)
mechanical engineering
B.Tech (lateral entry)
Other programs Other programs
B. ARCH BCA
BCA BBA
BBA B.Com H
B.Sc IT B.Sc Agriculture
B.Sc Animation and Gaming
BA (Media and mass
communication)
B.com H
BA Eng (H)
B.Sc phy (H)
B.Sc Math (H)
19

BA Fine arts
B.Sc Agriculture
Bachelor of design
BBA. LLB
Post Graduate Programs Post Graduate Programs
MBA MBA
MCA MCA
MCA (Lateral entry) MCA (Lateral entry)
Master in journalism and mass M.Tech (C.S)
communication
M.Com M.Tech (mechanical engg.)
M.Tech (C.S) M.Tech (ECE)
M.Tech (communication system)
M.Tech (mechanical engg.)
M.Tech (ECE)
20

Industrial Collaborations
TATA Technologies

Graphic Era Group in an effort to foster innovative

progress has introduced industry specific B.Tech
programmes in association with Tata Technologies to
acquire global competence that articulates the
knowledge and skills required for the 21st century.

SALESFORCE

Association with SALESFORCE, the biggest cloud

computing players in the international market, enable
students to prepare and appear for the much touted
industry level SALESFORCE certifications.

Sapient Razorfish

Under this initiative, a leading technology expert

heading a major division with Sapient Razorfish, is
assigned as a Campus Mentor, for ensuring constant
technical/ non-technical engagements between the
industry and the University.

ACCA

Association of Chartered Certified Accountants

(ACCA) is the global professional accounting body
offering the Chartered Certified Accountant
qualification.
21

Institute of Management Accountants

It is the worldwide association of

accountants and financial
professionals in business.

Reliance Retail

GEHU has an exclusive tie-up with Reliance

Retail under the purview of which students
are selected for live projects and market
surveys.

Future Group (Big Bazaar)

GEHU has an academic and industrial tie-up

with Future Group (Big Bazaar).

IDBI

GEHU has a tie-up with IDBI which gives

the students an opportunity to undergo
summer training projects.
22

Accreditation & Recognitions

Graphic Era Hill University was awarded the prestigious Best

Upcoming and Innovative University award by the CCLA Indian

Educational Leadership Award and Summit 2017.

GEHU is ISO 9001:2008 QMS Certified for imparting quality

education along with research facilities in various fields.

Indian Society for Technical Education has been devoted to the

promotion of quality and standards in technical education since 1968.

GEHU has been admitted as an institutional member of the Society.

GEHU has become the educational institution member of Computer

Society of India in order to enable graduate and post graduate students
an opportunity to interact with their peers from all across the country so
as to enhance their career and personal development.

GEHU has been granted a Life Institutional Membership to The

Institution of Engineers (India) on March 2014.
23

INDUSTRY PROFILE
Education Sector
➢
With approximately 28.1 per cent of India’s population in the age
group of 0-14 years, educational industry in India provides great
growth opportunity.

➢
The country has more than 1.5 million schools with over 260 million
students enrolled.

➢
With 34.2 million students enrolled in approximately 48,116 colleges
& institutions for pursuing higher education. India’s higher education
segment is the largest in the world.

➢
Government target of Gross Enrolment Ratio (GER) of 30 per cent
for higher education by 2020 to drive investments.

➢
The education industry in India is estimated to reach US$ 144 billion
by 2020 from US$ 97.8 billion in 2016.

➢ With 762 universities, India has the world’s largest higher

education system in the world & it ranks 2nd in terms of student
enrolment in higher education.
24

➢
Gross Enrolment Ratio (GER) in higher education reached 24.5 per
cent in 2016.

➢
Government has a target Gross Enrolment Ratio of 30 per cent to be
achieved by 2020.

Road Ahead
Various government initiatives are being adopted to boost the growth of
distance education market, besides focusing on new education
techniques, such as E-learning and M-learning.

Education sector has seen a host of reforms and improved financial

outlays in recent years that could possibly transform the country into a
knowledge haven.

With human resource increasingly gaining significance in the overall

development of the country, development of education infrastructure is
expected to remain the key focus in the current decade. In this scenario,
infrastructure investment in the education sector is likely to see a
considerable increase in the current decade.
25

CHAPTER - 1
INTRODUCTION TO COUNSELING

1.1 Definitions
➢
Glanz (1972)

“open-ended, face to face problem solving situation within which a

student with professional assistance, can focus and begin to solve a
problem or problems.”
➢
Everett L. Shostrom and Lawrence M. Brammer

“A purposeful, reciprocal relationship between two people in which one,

a trained person, helps the other to change himself or his environment”.
➢
Brewer (1933)

“ Counseling is talking over, a conference, a friendly discussion, upon as

equal terms as may be, with no attempts to impose a decision, and with
every effort to stimulate the thought of the student to find or generate such
technical knowledge and wisdom as will lead him to a right decision.”

1.2 Meaning

➢ Counseling is a broad term. In the general sense, counseling refers to

the process of helping a person by providing guidance, moral support,
and exploring solutions for the problems being faced. It is usually
associated with a professional helping out an individual in need. This
professional is someone who understands human
26

behavior, their personality, and knows how to give the right

direction to their thoughts.

1.3 Nature of Counseling

➢
Counseling involves two people in interaction, a Counselor and a
Counselee.
➢
The mode of interaction is usually limited to the verbal realm; the
Counselor and Counselee talk with one another. Counselees talk
about themselves, their thoughts, feelings and actions. The
Counselor listens and responds in some fashion to what the
counselee says to provoke further responses. The two think, talk
and share their ideas.

1.4 Purpose of Counseling

➢
To give the client information on matters important to his
➢
adjustment and growth.
To establish a feeling of mutual understanding.
➢
To help the client work out a plan for solving his difficulties.
➢
To help the counselee know himself better, his interests, abilities,
aptitudes and available opportunities.
➢
To encourage special talent and develop right attitude.
➢
To assist the client in planning for his educational and vocational
choices.
27

CHAPTER – 2
TYPES OF COUNSELING
2.1 Types of Counseling

Directive Counseling (Prescriptive Counseling)

➢
Counselor – centered: the counselor direct the client to take steps in
order to resolve his conflicts.
➢
It is based on the assumption that the client cannot solve his own
problems.
➢
The counselor plays an important role; he tries to direct the thinking
of counselee by informing, explaining, interpreting and advising.
➢
It gives more importance to intellectual aspect than emotional
aspects.

Non- Directive Counseling (Permissive Counseling)

• It is just reverse to that of Directive Counseling.
• It is a client – centered process.
• In this, the counselee is the pivot of the whole counseling
process.
• The main function of the counselor is to create an
atmosphere in which the client can work out his problem.
• In this type of counseling, emotional elements rather than
intellectual element are stressed.

Eclectic Counseling
• Eclectic Counseling is a type of counseling which is neither
counselor - centered nor client – centered; but a combination
of both.
• Here the counselor is neither too active as in Directive
Counseling nor too passive as in Non- Directive Counseling.
28

2.2 Steps of Directive Counseling

Williamson has given six steps of Directive Counseling:

➢
Analysis
➢
Synthesis
➢
Diagnosis
➢
Prognosis
➢
Counseling
➢
Follow up

2.3 Merits and Demerits of Directive Counseling

Merits
➢
It is less time consuming. Hence, this method can be adopted when an
early solution is required.
➢
Less matured and less intelligent client interact with an experienced
counselor.
➢
This is the best method at lower levels where the client is not in a
position to analyse his problem.

Demerits
➢
In Directive Counseling, the client never becomes independent of the
counselor. So it is not an effective or best guidance.
➢
The personal autonomy and integrity of the client is not respected, it
leads to new adjustment problems.
➢
It will not help the individual to develop any attitudes through his
own experiences.
29

2.4 Steps in Non- Directive Counseling

Carl Rogers has given the following steps of non- directive counseling:

1. Defining the problematic situation.

2. Free expression of feelings.
3. Development of Insight.
4. Classification of positive and negative feeling.
5. Termination of counseling situation.

2.5 Merits and Demerits of Non- Directive Counseling

Merits

➢
It helps the counselee to become independent and self-reliant and to
attain the ability for self-direction.
➢
It helps the client to attain emotional integrity and helps to reach his
➢
full growth.
It helps to attain more sustainable adjustment to his situation.
➢
This type of counseling leaves its impression for a longer period.

Demerits

➢
It is usually more time consuming.
➢
It is not suitable for a less matured and less intelligent counselee.
➢
The counselor’s passive attitude might irritate the counselee so much
that he might hesitate to express his feelings.
30

2.6 Difference between Directive and Non- Directive Counseling

Directive Non- Directive

1. Less time consuming 1. More time consuming

2. Emphasis on the problem 2. Emphasis on individual

3. Emphasis on intellectual 3. Emphasis on emotional

aspects Aspects

4. Methodology is direct and 4. Methodology is indirect.

persuasive

5. Solves immediate problems 5. Deals with self -analysis and

new problems of adjustment may
be taken care of.

6. Counselor plays active role. 6. Counselor plays passive role.

7. It is more information giving. 7. It is to develop self-insight.

31

2.7 Characteristics of Eclectic Counseling

➢
It is highly flexible.
➢
Methods of counseling may change from client to client or even with
the same client from time to time.
➢
Freedom of choice and expression is open to both the counselor and
the counselee.
➢
Mutual confidence and faith in the relationship are basic.
32

CHAPTER – 3
COUNSELING PROCESS AND SKILLS

3.1 Process of Counseling

Relationship Problem
Goal setting
Building Assessment

Evaluation and Counseling

Termination Intervention

Stage 1: Relationship Building

• The first step involves building a relationship and focuses on

engaging clients to explore issue that directly affects them.
• The first interview is important because the client is reading the
verbal and nonverbal messages and make inferences about the
counselor and the counseling situation.
• Counselor must ensure that the client is comfortable.

Stage 2: Problem Assessment

This step involves the collection and classification of information about

the client’s life situation and reasons for seeking counseling.
33

Step 3: Goal Setting

• Goals are the results or outcomes that client wants to achieve at the
end of counseling.
• Goals should be selected and defined with care.
• Goals should be feasible.
• They should be within the range of the counselor’s knowledge and
skills.
• They should be stated in positive terms that emphasize growth.

Step 4: Intervention

It includes plan for how to achieve the set goals. Here the counselor
attempts to initiate activities that help clients alter their behaviour.

Step 5: Evaluation and Termination

• All counseling aims towards successful termination.

• Termination is considered not just at the end of a successful
relationship but also when it seems counseling is not being helpful.
• Terminating the counseling process will have to be conducted with
sensitivity with the client knowing that it will have to end.

3.2 Counseling Skills

➢
Empathy
It is the ability to stand in the other person’s shoes – to see the
world as they see it. One has to drop his preconceptions and listen
to other person in order to enter their frame of reference.
➢
Genuineness
The counselor must be himself if he wish to succeed. It is the only
way a counselor can convincingly convey warmth to the counselee.
34

➢
Attending skills Sit
facing counselee
Lean forward Make
eye contact
Avoid distracting behaviors.
➢
Listening skills
Listening means both hearing and understanding. Counselor must
carefully listen what the client has to say and understand what is
told and how it is told.
➢
Responding Skills
After listening to the client, counselor is supposed to make suitable
responses. Following are the type of responses:
Evaluative- making judgements of good/bad, right/wrong
etc. Interpretative- trying to infer a meaning about a problem.
Supportive- being reassuring.
Probing- seeking further information.
Understanding- confirming the speaker that listener has understood
the meaning correctly.
➢
Integrating skills
Communication skills should be integrated in a natural way in the
counseling process. Skilled counselors continually attend and
listen, and use a mix of empathy and probes to help the client to
come to grips with their problems.
35

CHAPTER – 4
CAREER COUNSELING
4.1 What is it?

Career counseling is a process that focuses on helping one understand

one’s own self, as well as work trends, so that one can take an informed
decision about career and education.

4.2 Why career counseling?

All of us require career guidance at some point in our life. It helps us in

the following ways:

• Helps pick the right career.

• Provides access to the resources and knowledge.
• Helps to understand the hurdles in the career path.
• Develop confidence to overcome hurdles.
• Bring stability in thoughts.

4.3 What career counseling is not?

• It is not general advice about careers, courses and curriculum but a

proper guidance that helps you pick the best career option based on
your abilities.
• It is not a short - term process that gives instant results. It takes
time, effort and patience.
• It is not a service that helps you get jobs or admission in companies
and colleges respectively. It only helps you reach your potential
and aim for the best institutes and companies in your career.
36

CHAPTER – 5
INTRODUCTION TO RELATIONSHIP
MANAGEMENT

5.1 Meaning

Relationship management is a strategy in which a continuous level of

engagement is maintained between an organization and its audience.
Relationship management can be between a business and its customers
(customer relationship management) or between a business and other
businesses (business relationship management).

It aims to create a partnership between the organization and its audience

rather than consider the relationship merely transactional. Consumers
who feel that a business responds to their needs are more likely to
continue using the products and services that the business offers. Also,
maintaining a level of communication with consumers allows the
business to identify potential sources of problems.

5.2 Customer Relationship Management

CRM is a business strategy that aims to understand, anticipate and

manage the needs of the organization’s current and potential customers.
CRM is concerned with the creation, development and enhancement of
individualized customer relationships with carefully targeted customers
and customer groups resulting in maximizing their total customer life-
time value.

5.2.1 Importance of CRM

• It helps in creating value for the customer and the company over
the long term.
• It enables organizations to gain competitive advantage over
competitors that supply similar products or services.
37

• It helps to easily identify new prospects and find additional

business opportunities that may exist with current customers.
• It shows which products and services are making you more money
and which ones should be cut.

5.2.2 Information Technology and CRM

• Technology plays a pivotal role in CRM.

• Technological approaches involving the use of databases and data
mining can be used to keep a record of customer’s name and
contact details in addition to their history of buying products or
using services.
• This information can be used to target customers in a personalized
way and offer them services to meet their specific needs. It enable
organizations to alert customers to new or similar product and
services.
• This personalized communication provides value for the customer
and increases customer loyalty.

5.2.3 Face-to-Face CRM

CRM can also be carried out in face-to-face interactions without the use
of technology. However, face-to-face CRM could prove less useful when
organizations have a large number of customers.

5.2.4 Benefits of CRM

• Increased customer satisfaction, because they are getting exactly

what they want.
• Growth in the number of customers.
• Maximization of opportunities.
• Long term profitability and sustainability.
• Increased access to market and competitor information.
38

CHAPTER – 6
RESARCH METHODOLOGY

6.1 Meaning of Research and Research Methodology

Research is a careful and detailed study into a specific problem, concern,

or issue using the scientific method. It is a search for knowledge.

Some definitions-

“Research is a careful enquiry or examination in seeking facts or principles,

a diligent investigation to ascertain something” – Clifford Woody

“Research is a careful, systematic and objective investigation conducted to

obtain valid facts, draw conclusions and established principles regarding an
identifiable problem in some field of knowledge” – Clarke and Clarke

Research Methodology is a science of studying how research is done

scientifically.

It is a way to systematically solve the research problem by adopting

various steps.

When we talk of Research Methodology, we not only talk of research

methods but also consider the logic behind the methods we use in the
context of our research study and explain why we are using a particular
method or we are not using a particular method or technique so that
research results are capable of being evaluated either by researcher or
others.
39

6.2 Problem Definition and approach to the problem

A research problem is a definite or clear expression about an area of

concern, a condition to be improved upon, a difficulty to be eliminated, or a
troubling question that exists in theory, or within existing practice that
points to a need for meaningful understanding and deliberate investigation.

The purpose of a problem statement is to:

➢
Introduce the reader to the importance of the topic being studied.
➢
Place the topic into a particular context that defines the parameters of
what is to be investigated.
➢
Provide the framework for reporting the results and indicates what is
probably necessary to conduct the study and explain how the findings
will present this information.

This project / study was conducted in the Nainital region of Uttarakhand,

specifically in areas of Bhimtal, Bhowali, Jeolikote and Nainital city.

The problem in this study that we worked on was ‘Awareness Gap’.

• Awareness Gap refers to the lack of awareness on a particular

subject.
• Students after completing their school education find themselves
very confused regarding different career options available for them
and which option they must really go for.
• Not only the students but also their families consider it to be a
serious problem as they believe opportunities for higher education
are less in the hilly areas.
40

Approach

By the means of this study we tried to find the students that needed help
in the same area. We personally met them and counseled them. We made
them aware about the best career options available for them in this region
which may also suit their capabilities and interests.

Through this study we also tried to build relationship with the existing
and potential customers of Graphic Era Hill University and made them
aware of the opportunities Graphic Era Hill University provides to the
people living in the area.
41

6.3 Research Design

➢
Research design refers to the overall strategy that you choose a
integrate the different components of the study in a coherent and
logical way.
➢
It constitutes the blueprint for the collection, measurement and
analysis of data.
➢
The function of a research design is to ensure that the evidence
obtained enables to effectively address the research problem logically
and as unambiguously as possible.

Research Design

Exploratory Conclusive Research

Research Design Design

Descriptive Casual Research

Research

Types of Research Design

Research design can be divided into two groups:

➢
Exploratory
➢
Conclusive
42

Exploratory research design does not aim to provide the final and
conclusive answers to the research questions, but merely explores the
research topic with varying levels of depth.

Exploratory research is the initial research, which forms the basis of more
conclusive research.

Exploratory research tends to tackle new problems on which little or no

previous research has been done. The data collected is usually qualitative
in nature.

Conclusive research design, as the name implies is applied to generate

findings that are practically useful in reaching conclusions or decision –
making. Conclusive research design usually involves the application of
quantitative methods of data collection and data analysis.

Moreover, conclusive studies tend to be deductive in nature and research

objectives in these types of studies are achieved via testing hypotheses.

Conclusive research design can be divided into two categories:

➢
Descriptive research
➢
Casual research

Descriptive Research is used to describe some functions or characteristics

of phenomenon. It answers to the question ‘what’ about the research.

Casual research or Explanatory research, on the other hand, is used to

research cause and effect relationships. It answers to the question ‘why’
about the research.
42

The research conducted in this project is purely Exploratory in nature.

Following are the reasons in support of this:

• No hypotheses is formed for this study and thus this research does
not involve testing of hypothesis.
• The research started from zero i.e. from the very beginning.
• No previous research was done on the same topic.
• Most of the data collected was qualitative in nature, for example,
name of the student, father’s name, address, name of the school,
contact number, email-id etc.

We started our research by visiting various schools in the region. We met

the principals and staff of these schools and asked them for the student’s
personal information. We utilized this information to find some
meritorious students in the region who may need counseling on matters
relating career and education. We personally met these students and their
families and counseled them by providing all the necessary information
they were seeking but had no source to get it. This one -on-one meetings
and interactions with the respondents or clients make this research an
exploratory research.
43

6.4 Data Collection

The process by which the researcher collects the information needed to

answer the research problem is data collection.

In collecting the data, the researcher must decide:

• Which data to collect

• How to collect the data
• Who will collect the data
• When to collect the data

There are two types of data:

➢
Primary data
➢
Secondary data

Primary data

The data which is collected from the field under the control and
supervision of an investigator and is collected for the first time is the
primary data. Primary data means original data that has been collected
specially for the purpose in mind.

Sources:
➢
Observation
➢
Personal interview
➢
Telephonic interview
➢
Mail survey
➢
Questionnaires
➢
Projective techniques, etc.
44

Secondary data

This is the data which is gathered and recorded by someone else for the
purpose other than the current project. It involves less cost, time and
effort. Secondary data is the data that is being reused.

Sources:
➢
Feedback
➢
Journals
➢
Books
➢
Magazines
➢
Newspapers
➢
Internet

For the purpose of data collection, I visited 4 schools in the different

areas of Haldwani and gathered the required information about the
recently passed out students from the school documents, records
and the student’s database present in the school system.

Thus, secondary data collection is used in this study.

45

The data we received from the schools was not properly organized and
also contained some irrelevant information. Hence, the data was refined
and made uselful for the study during data analysis.

6.5 Sampling Techniques

Sampling is the act, process, or technique of selecting a representative

part of a population for the purpose of determining parameters or
characteristics of the whole population.

Population: it is an accessible group of people who meets a well-defined

set of eligibility criteria.

Sample: it is a subset of the population that is selected for study.

Sample size: prior to the selection of sampling technique, the researcher

first determines the size of the sample on which the study is actually
performed.

Sampling is the process of selecting units from a population of interest so

that by studying the sample we may fairly generalize our results back to
the population from which they were chosen.

Types of Sampling techniques

There are two basic sampling techniques:

• Probability (random) Sampling

• Non-probability (non-random) Sampling
46

Probability Sampling

It involves the selection of elements from the population randomly in which

each element of the population has an equal and independent chance of being
chosen.

Following are the types of probability sampling:

➢
Simple random sampling
➢
Systematic sampling
➢
Stratified sampling
➢
Cluster sampling
➢
Multi-stage sampling

Non-probability Sampling

It involves the selection of elements from a population using non-random

procedures and does not give all the individuals in the population equal
chances of being selected. The results of this type of sampling are
relatively biased and the techniques lack objectivity in terms of the
selection of samples.

Target population: Students who passed out from the schools of

Haldwani region in 2018 with more than 60% marks.

Total number of meritorious students: 216

Sample selected (sample size) : 50

The sample was not selected randomly as the element of biasness was
involved. Hence, non- probability sampling technique is used in the

In order to find out which technique of non- probability sampling was

applied during the study, let us first know about the different types of
non-probability sampling techniques.
47

Convenience sampling
Convenience sampling is a non-probability sampling technique
where subjects are selected because of their convenient
accessibility and proximity to the researcher. This technique is fast,
inexpensive and easy.

Quota sampling

It is a non- probability sampling technique wherein the assembled

sample has the same proportions of individuals as the entire
population with respect to known characteristics, traits or focused
phenomenon.

First the population is divided into exclusive subgroup and then

researcher identify the proportions of these subgroups in the
population, this same proportion is applied in the sampling process.

Purposive/Judgement sampling
Purposive sampling, also known as judgement, selective or
subjective sampling, is a sampling technique in which researcher
relies on his/her own judgement when choosing members of
population to participate in the study.

Snowball sampling
This method is used if the sample for the study is very rare or limited.
After observing the initial subject, the researcher asks for assistance
from the subject to help identify people with similar trait of interest.
48

While selecting our sample for study, we used combination of

convenience sampling and purposive/judgement sampling.

Following are the reasons in support of this:

• We counseled only those students who lived in our proximity and

were in our reach.
• We targeted those individuals more with whom we already had
some sort of acquaintance being residents of the same area.
• Also, we focused more on students we thought can afford
courses/programs provided by GEHU or other private colleges.
49

6.6 Data Analysis and Interpretation

The obtained data was tabulated and arranged in a proper order before
proceeding ahead. Here, only the data of meritorious students (students
with more than 60%) was taken into consideration.

Data Tabulation:

Data of counseled students

S. Student Name Parent/Guardian Address Contact no.
no Name

1 Gaurav Joshi Ramesh Joshi Bhowali 9536377794

2 Diksha Bhakuni Prabha Bhakuni Bhowali 7618364580

3 Priyanka Pandey Ramesh Pandey Bhowali 9149013933

4 Mohit Negi Sher S. Negi Bhowali 9410942418

5 Shagun Joshi Rajendra Joshi Bhowali 8449374364

6 Kamlesh Negi Devendra S. Negi Bhowali 9456781928

7 Tanupriya Joshi Tarun Joshi Bhowali 9411589901

8 Shivangi Pandey Shardendu Pandey Bhowali 9411304013

9 Bhavesh Joshi Jagdish Joshi Bhowali 7895184574

10 Kalpit Mehra Hansa Mehra Bhowali 9412959127

11 Deepali Bisht Asha Bisht Bhowali 9761385166

12 Shivani Arya Champa Arya Bhowali 7534869102

13 Lavendra bhakuni Prabha bhakuni Bhowali 8650257399

14 Himani Rautela Bhupal S. Rautela Bhowali 7419706259

15 Rahul Goswami Mahesh Goswami Bhowali 8057103340

16 Komal Mahesh Kumar Nainital 9760428122

50

17 Himani Kishan Singh Nainital 9410971036

18 Karishma Mahesh Kumar Nainital 9760428122

19 Kiran Nand Ram Nainital 9627223823

20 Rafat Shahid Hussain Nainital 8107174904

21 Kajal Chaudhary Kamal Chaudhary Nainital 7500979977

22 Pooja Ginwal Khushal S. Ginwal Nainital 9917085586

23 Swati Sharma Sangeeta Sharma Nainital 9458177711

24 Kavita Pandey Bhuwan ch. Pandey Nainital 9917345347

25 Arti Mehra Nandi Mehra Nainital 7351061869

26 Prerna Sijwali Daleep S. Sijwali Jeolikote 9720984055

27 Chenam Dyo Lalita Dyo Jeolikote 9639677565

28 Babita Pandey Champa Pandey Jeolikote 9410373932

29 Sofiya Anjum Bilkish Anjum Jeolikote 9837677872

30 Bhawana joshi Pushpa Joshi Jeolikote 9536338763

31 Harshita Bhatt Rajendra Bhatt Jeolikote 9568078850

32 Bhaskar Sah Tulsi Sah Jeolikote 9720214689

33 Neha Sah Tulsi Sah Jeolikote 9720214689

34 Kajal Bora Trilok S. Bora Jeolikote 9729179277

35 Pooja Joshi Prema Joshi Jeolikote 9720284977

36 Yukti Pandey Santosh Pandey Jeolikote 7902009398

37 Himani joshi Prema Joshi Jeolikote 9720284977

38 Nisha Arya Deepa Arya Jeolikote 9758250901

39 Rohit Chandra Om Prakash Jeolikote 9761918017

40 Mona Arya Radha Devi Jeolikote 9536147350

41 Priyanka Rani Seema Rani Jeolikote 7536812967

42 Sharad Kumar Rajendra Lal Jeolikote 9719042431

43 Divya Pandey Champa Pandey Jeolikote 9410373932

44 Chitra Bora Ratan S.Bora Jeolikote 7895822931

51

45 Meenakshi Bhatt Rebadhar Bhatt Gethiya 9917752914

46 Himani Bisht Leela Bisht Bhimtal 9760885220

47 Ajay Mishra Govind Mishra Bhimtal 9411167470

48 Deeksha Palariya Manoj k. Palariya Bhimtal 8938851143

49 Himani Arya Padma Arya Bhowali 8126465063

50 Bhavika joshi Suresh ch. Joshi Bhowali 9627444903

We personally met all the above students, answered all their queries and
counseled them on all their problems regarding career, available courses,
their scope, curriculum etc.
52
52

Data Interpretation

Total number of meritorious students : 216

Students counseled 50 23.15%

Students not 166 76.85%

counseled

percentage of counseled and non-counseled students

23%

77%

non-counseled students non-counseled students

Out of 216 meritorious students in the region, 23% of the students were
counseled by us.
53

Courses on which counseling was provided.

Name of the course No. of students Percentage

counseled
MBA 02 4%
B.Tech 05 10%

BBA 17 34%
BCA 07 14%

B.Sc AG 06 12%
B.Com (H) 13 26%

B.Com (H)

B.Sc AG

BCA

BBA

B.Tech

MBA

0 5 10 15 20 25 30 35 40
54

Therefore, 4% of total respondents were counseled for MBA, 10% for

B.Tech, 34% for BBA, 14% for BCA, 12% for B.Sc Agriculture and
remaining 26% were counseled for B.Com (H).

Students who registered to courses in GEHU as a result of the

counseling provided.

Total no. of students counseled: 50

No. of 2 4%
registration/admission
in GEHU
Admissions in colleges 48 96%
other than GEHU

4%

registration/admission in
GEHU
Students who took
96% admission in other colleges

Out of all the students we counseled, 4% of the students registered for

the courses provided by Graphic Era Hill University.
55

CHAPTER – 7
CONCLUSION AND RECOMMENDATIONS

7.1 Conclusion

Contribution towards the organization

By the means of the counseling and relationship building done

throughout the project, we managed to find two potential students for
GEHU Bhimtal Campus and forwarded their details to the college admin
for further procedures.

Name of the Course Registration Admission

student
Yes Yes
Yes Yes

This project on “counseling and relationship management in Haldwani

region” was a great learning experience. It was completely based on the
practical approach and enhanced our practical skills.

Gains from the project:

➢
Got to meet a lot of different people from different domains and
fields.
➢
Developed interpersonal and communication skills.
➢
Learnt the basics of counseling.
➢
Developed different counseling skills.
➢
Build healthy relations with the people in the area.
56

7.2 Recommendations

On the basis of my experiences in this live project, I hereby humbly

propose my recommendations:

• This project on “counseling and relationship management in

Nainital region” was a good initiative by Graphic Era Hill
University to build relations with the people in the area and should
be conducted in future as well.

• Students who are still studying in schools must also be counseled

along with the students who have passed out from the schools.
Thus, a wider approach must be adopted for the project to be more
successful in future.

• Just one session of counseling with the students is not enough to

discuss and solve all their problems and issues and thus more
sessions must be scheduled.

• Immediate solution to the problems should be provided to make the

students/clients more satisfied.
57

BIBLIOGRAPHY
Websites referred:

• www.google.co.in
• www.gehu.ac.in
• www.investopedia.com
• www.mindler.com
• www.ibef.org
• www.papers4u.com
• www.counselingtutor.com
• www.slideshare.net

Books referred:

• Research Methodology, C.R Kothari

• The Dynamics of Counseling Process, By Everett L. Shostrom,
McGraw Hill Book Co.
• Basic Counselling Skills : A Helper’s Manual, By Richard Nelson
Jones
• Marketing Management: A South Asian Perspective, By Philip
Kotler, Pearson Education