Information Technology  
&Office Products  
Survey '97
IMRB logo
 
 

Did you know :  

  • Business establishments in towns with over 1 million population in the North are ahead of their counterparts in PC penetration.  West follows closely, while South followed by East lags considerably behind.  However, certain towns in the West, specifically Nagpur and Baroda are way ahead in PC penetration, compared to towns in any other region. 
  • Close to 150,000 households in the 1 million + towns boast of a computer at home.  With homes in the North and West taking a considerable lead over those in the South and the East. 
 The Indian market for business products is extremely complex. In urban India alone, there are 23 cities with populations above one million each, spread across the length and breadth of the country.  Any business or industrial enterprise could be located in one, some or all of these depending on the market they wish to cater to.  Therefore, while an organisation could be registered centrally, there is no record of its national network. printer 

Further, with the wave of liberalisation sweeping the country, more and more business entities are emerging on the horizon without any centralised registration or listing, and all these are potential buyers for PCs, or printers, faxes, copiers and related products. The Small Office Home Office (SOHO) is burgeoning with tremendous prospects but with no way of estimating the extent of their presence and hence their requirements. India today is a market with no dearth of potential but a great dearth of reliable information to take investment decisions and devise entry strategies. 

The need for this data threw up a variety of questions : 

  • How many establishments exist in various cities that could be potential buyers for office automation products?
  • What is the current penetration of these products, and how large is the scope for new business/repeat buying?  What is the volume of sales and profile and buying pattern of repeat buyers?
  • What is the annual market size ? How are different brands doing?  What are the market shares of these brands?  How does a buyer decide which brand to go for?
Realising the huge investment in commissioning on an exclusive basis, a large scale, scientifically sound and statistically reliable exercise to obtain the basic data on the market, industry leaders got together and initiated IMRB into conducting an appropriately designed syndicated study to meet their information needs. 

This study was conducted by the Business & Industrial Research Division (BIRD) of IMRB.  This survey was conducted in 23 towns (Population 1 million +), among over 53,000 business establishments and 13,400 upper income households to establish the penetration, market size and brand share of a variety of IT & office products in each. 

While product penetration is an essential objective that the study is designed to meet, 'business basics' that have eluded the marketer for years are some of the most pertinent questions that the study addresses. This profiling data is available in the form of a separate report titled DemiPROBE '97, (Demographic Profile of Business Establishments).  

For those interested in the home market for IT & OA products, the data from 13,400 households is marketed separately as ITOAH ' 97 (IT & OA in homes); which also links with data on readership of business & IT publications in computer owning as well as intending buyer homes. 

ITOPS '97 is a study on a wide variety of pre-selected IT & office products such as PCs, printers, monitors and peripherals, networking products, UPS systems, photocopiers, fax machines etc.  The reports sold on a product specific basis cover issues such as penetration and installed base of the product category, market size, brand share and brand performance for each of the top 23 cities of the country (defined by population).  Further, for the top eight cities there is a diagnostic module included that analyses the buying behaviour among last year's acquirers.  

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For further details on ITOPS contact : 

Mr. Bhupendra Mathur 
209A, Masjid Moth, NDSE-II 
New Delhi - 1100049 
Phone : +91-11-6259893 
Fax : +91-11-6259891/2