Canadian immigration market in punjab

Canadian Immigration Market in Punjab

EXECUTIVE SUMMARY

Indian diaspora is a geographically diversified diaspora, which is spread in as many as
110 countries. At the same time, the characteristics of this diversified group, varies. It varies
to such an extent that we even call some countries as ‘old diaspora’ counties and other
countries as ‘new diaspora’ countries. The prominent countries that figure in the old Indian
diaspora are Malaysia, Mauritius, Trinidad and Tobago, Fiji, Guyana, and Suriname. On the
other hand, the prominent countries with the new diaspora are all the developed countries like
USA, UK, Canada, Australia and New Zealand. The common thread between all the three
groups of Indian emigrants is that they are labour migrants. Hence they are the labour
diaspora with their families established over a period of time. The skilled and highly skilled
labour went to the developed countries like the USA, UK, Canada, Australia, and New
Zealand and formed a part of new Indian Diaspora.
According to Canada Statistics (2001), there were 713, 330 people who classified
themselves as being of Indian origin. Though Indian Embassy reports that it is approximately
850,000 (2.74 % of total population).Out of this population, 42% are Hindu, 39% are Sikh,
and the rest are Muslim, Christian, Jain, and Buddhist. The main Indian ethnic communities
are Punjabis which account for more than half of population as well Gujratis, Tamils,
Keralites, Bengalis, Sindhis and others.
The high number of Punjabis immigrant to Canada has given a certain enhancement to
immigration business since the market in Punjab with more than 50 consultancy companies
which record many clients every year. Since the market is very profitable in Punjab, some
companies like Mercan Capital Ltd. have decided to deal exclusively in Canadian
immigration. Therefore, I have studied broadly the market of Canadian immigration in
Punjab. The study has been performed in targeted districts which are known to have high
number of immigrant.

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ACKNOWLEDGEMENT

First of all I would like to thank the almighty GOD for his grace and mercy toward my
person for the completion of this project.
I also take this opportunity to express my gratitude to my dear family for the
inestimable assistance and encouragement. Although they are far from me, they are a real
support.
I am thankful to various dignitaries of the whole AIESEC organisation for their
dynamism in providing international work experience to students and fresher graduates. And I
also owe sincere thanks to Mr. Karandeep Singh, Marketing manager of Mercan Capital Ltd.
who gave me the chance to undertake this project.
I will be unfair if I do not I mention those who have adopted me and helped me when to
make my stay in India comfortable. I sincerely thank Prof. Shalini Gupta, Director General of
Desh Bhagat Group of Institutions, Dr. Gurcharan Singh Ghotra, Mr. H.S. Sidhu, incharge of
MBA II (B), and the whole faculty of DBIMCS, Mandi Gobindgrah for extending all the help
and cooperation.

Kodjané Jean Michel
(MBA 20011-2013)

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INTRODUCTION

As the partial fulfilment of MBA, the summer training is very important because it
gives as an insight of the corporate world. In the state of Punjab the immigration is a growing
business with a huge profitability so a good market analysis will be beneficial to take
adequate decisions.
Market analysis studies the attractiveness and the dynamics of a special market within a
special industry. It is a tool companies use in order to better understand the environment in
which they operate. David J. Freiman stated in his book What Every Manager Needs to Know
about Marketing. "It is remarkable and alarming how little managers of businesses really
know about their market and the other elements of their outside environments." So knowing
the market is one of the main steps in the development of a marketing plan.
I chose this topic for many reasons the most important is that to conduct a market
analysis, one needs hard work and many skill. As there was no objection from them
management to carry on the project, I decided to undertake it in order to develop those
competences.

I.

OBJECTIVE OF STUDY

Just as one would not build a house on sand, one should never undertake a marketing
program that is not built on a firm foundation of market knowledge. So the primary objective
of the study is to help the company to undertake a marketing strategy. Aside, following are
the objectives second objective of the study:


To provide insight into the Canadian immigration market.



To process to a segmentation of the Canadian immigration market in
Punjab.



II.

To gain familiarity with the immigration business.

SCOPE OF STUDY

The benefit of a study for the research is that it helps the later to gain knowledge and
experience. Thus, the overall study has been operated under the marketing functional area of
Mercan Capital and we have to complete it within nine (9) weeks. Therefore, the scopes of the
study are:
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

To carry out market survey of population perception for immigration in
selected geographical areas through a structured questionnaire.




III.

To have an idea of the financial capacity of the market.
To help the company target the market.

COMPANY PROFILE

Mercan Capital Ltd. is one of the largest and most successful professional immigration
consulting companies with head office in Canada but operates in Asia, the Middle East,
Europe, Africa and South America. Mercan Capital has been established in 1989 by Jerry
Morgan (accredited member of the Canadian Society for Immigration Consultants no.
M014555) and now, it has become one of the leaders in the field of immigration, with a
reputation for integrity, honesty and efficiency. The mission of the company is to help clients
and their families from around the world to get a better life and fulfil their dreams.
Mercan Capital Ltd. has a team of over 90 highly experienced staff including business
consultants, immigration lawyers, professional accountants, and support staff. Considered a
pioneer and industry leader in Skilled Workers, Permanent Resident visas, Investors and
Temporary Work Permit programs and it provides different services like; initial assessment of
qualification, program selection, documentation, file preparation and submission, unwavering
commitment, practical advice. The India office deals only with permanent residency.
The vision of the company is to help people achieve their dreams of better life in
Canada in the best way possible so they don’t charge their client until they get immigrate.

MERCAN CAPITAL LTD. (Headquarter)

MERCAN CAPITAL LTD. (India Office)

390 Notre-Dame West. Suite 410

#2012 Phase 10 Mohali

Montreal, QC H2Y 1T9

Chandigarh, 160064

Canada

India

Telephone: +1(514)282-9214

Telephone: (+91)1722213805

Fax: +1(514) 282-1084

Fax: (+91)1722231068

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IV.

INDUSTRY PROFILE

India is one of the pioneers in recognising the importance of its overseas population and
establishing an institutional framework for a sustainable and mutually beneficial engagement
with its Diaspora. By creating an independent and effective Ministry of Overseas Indian
Affairs, India has given mainstream attention to its estimated 25 million strong Overseas
Indian community. This experience too has helped us develop appropriate and well-calibrated
institutional responses, through bilateral and multilateral engagements, to meet the challenges
of capacity-building for better migration management.
During the past few decades international migration has taken new strides in India.
Hundreds of thousands of Indians are immigrating every year to the developed countries in
search of better quality of life and higher income.
The National Family Health Survey (NFHS) conducted in 1992-93 also collected
information on international migration from two most emigrating states of India, namely
Kerala and Punjab. It is estimated that around 15 million Indians live abroad (World
Migration Report, 2000). Every year hundreds of thousands of Indians emigrate. In 1997
alone 416 thousand Indians left the country to join their compatriots working abroad (Govt of
India, 1999). Indian professionals and technical workers migrate in large numbers, more or
less permanently, for jobs in USA, Canada, United Kingdom and Australia. Last year only
more than 23000 Indians got the US immigration visa and more than 17000 got the Canadian
immigration visa. (Dutta-Sachdeva and Baruah, 2001). Australia and New Zealand are the
new emerging destinations for Indians, with more than 2000 arrivals every year for permanent
settlement in each of these countries (World Migration Report, 2000).
Canadian Immigration in the recent times is most sought after due to the opportunities
that Canada offers. With the multi-cultural diversity offered by this vast country and the high
standards of living, Canada has become a favourite for those wanting to relocate.

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The East Indian diaspora in Canada has been studied in various ways. A review of
the literature reveals that there are diverse ways of thinking about this population. Some
studies work on historical approaches to the Indian diaspora, while others focus on the
structures of diasporic communities, and yet others emphasize the agency of immigrants.
Some studies focus on the social adjustment of immigrants in Canada. They explore cultural
persistence as well as the dynamics of family change, religion, language, ethnicity and
culture. The studies approaching East Indian diaspora as social form investigate immigrants’
ethnic identity, generational difference, the level of prosperity and education in their
communities, their background and relations with the authorities in their countries of origin,
the level of their integration or adherence to the home culture in Canada (see Dhruvarajan,
1995; Kurian, 1987; Ramcharan, 1983; Srivastava, 1983). For instance, Spink (1999) explores
the question of ethnic identity in second generation Indo-Canadian students, and its
relationships to matters of religion, gender, marriage, multiculturalism and educational
experience. Examining participants’ perceptions to Canadian culture, she argues that the level
of the integration of students’ parents into Canadian culture plays a significant role in the
students’ integration. Her study indicates that female students have higher levels of
integration than male students.
1. Vertovec (n.a) argues that “Practically all of the general works concerning South
Asian communities (including specifically religious groups) outside of South Asia
concentrate, in one way or another, on “diaspora” as social form, particularly by way
of the kinds of social relationships noted above. Therefore it is neither possible nor
necessary to recapitulate this large body of information…” (p. 232)

2. The more recent studies also tend to examine the role of East Indian diasporic
communities in the contemporary context of globalization. These trace the conceptions
of such theorists as Rudolph and Piscatori (1997) who argue that the global system has
been facing a period of “transnational religion and fading states.” Along with
globalization and the surge in power of multinational corporations, nations are losing
their sovereignty; instead, ethno-religious groups and related movements take on a
more significant role in the new “transnational civil society” of world politics (p. 255).
Research with a focus on transnationalism argues that technological development has
resulted in an exponential increase in social networks among members of East Indian
communities dispersed around the world, and within their motherland.
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3. Walton-Roberts (2003) describes this phenomenon:
India-Canada immigration patterns are overwhelmingly shaped by social linkages that
are transnational in nature, since communities, families and individuals maintain and
reinforce connectivity between sending and receiving regions through a variety of
processes. (p. 236)
She asserts that a transnationalist approach develops our understanding of diverse
flows of immigration to Canada. It helps us to contextualizes the phenomenon and
examine multiple aspects of diaspora. Highlighting the transnational nature of diaspora
makes East Indian immigrants the center of attention for scholars interested in
multidisciplinary research with a policy orientation. One of the significant components
of these studies is the impact of East Indian Diaspora on the economic ties between
Canada and India. These studies approach diaspora as a matter of “human capital” and
focus on individual bearers of economic capital. They hold that networks of IndoCanadian communities mutually benefit both communities in India as well as Canada.
Indeed, Indian diaspora’s social, political and cultural impact has not received the
scholarly and political attention in the degree to which economic capital has. (Abd-El
Aziz, et al, 2005).

4. Bhat and Sahoo (2003) address diasporic mutual benefit in their essay, Diaspora to
Transnational Networks: The Case of Indians in Canada. In this paper, they examine
the emergence of transnational networks among the two most important East Indian
diasporic communities, i.e. Punjabis and Gujaratis. They argue that:
The Punjabis and the Gujaratis in Canada are in the threshold of forming
“transnational communities” through their socio-economic, political and religious
networks. Language, regional culture and religion offer the ideological base for their
identities and bondage for fusion at the global level. The networks formed by the
dispersed members of Punjabis and Gujaratis transcend the boundaries of the national
states wherein they are currently situated but fall within the legislated norms of international relations. (p. 162)

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5. Patel and Rutten (2000) study family networks of Gujaratis dispersed among several
countries. In this regard, Helweg writes: “Family business, founded on the absolute
confidence that unifies members of the same family, particularly among the Sikhs,
sometimes assumes global dimensions.”
6. In sum, Jayaram’s (2003) identification of themes and issues in the study of the Indian
diaspora in Canada can guide our approach these studies: (i)Demography of Indian
emigration to Canada, (ii)Cause of and conditions for migration to Canada, (iii) The
background of Indian immigrants, (iv)The process of emigration, (v) Changing
composition of Canadian population, (vi)Dynamics of the Canadian society,
(vii)Social organization of the diasporic community, (vii)Cultural dynamics of Indians
in Canada, (ix)The question of identity, (x)The struggle for power, (xi)Orientation of
the Indians in Canada to the ancestral land, (xi)Orientation of the ancestral land to the
diasporic Indians. Jayaram believes that raising these issues will result in an
understanding of “the multicultural experience both from the points of view of Canada
and that of the diasporic Indians there” (p. 29).
The Indians’ immigration to Canada has always been a continuous phenomenon. In
this regard, Jayaram (2003) writes: Unlike the migration of Indian workers to West
Asia in the wake of the “oil boom,” with little or no possibility of permanent
settlement in many countries there, immigrants in Canada have by and large settled
down there though with varying immigrant status. (p. 27)

7. Indo-Canadian community is fairly diverse in terms of their ethnic, linguistic,
religious, and socioeconomic backgrounds. However, despite this heterogeneity, the
Indian diaspora in Canada has many commonalities across its sub-ethnic groups
(Maharaj, 2003). For instance, they all indicate the value of family, the preservation of
sharply defined family roles, and a priority of family interests (Jain, 1993). They also
share common traditions of decoration, cooking, clothing, etc.
Indo-Canadians provide an important node in a global network of Indian diasporas.
They have social and economic links with their home country as well as Canada. This
attribute demonstrates the significant role that Indio-Canadian can play at political,
social, cultural and economic level nationally and internationally.

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8. The history of Indian immigration to Canada begins with an active exclusion of Indian
migrants. This exclusion becomes more obvious in the 1908 continuous passage
Order-in-Council, Dutton (1989); Walton Roberts (1998). Restrictive immigration
laws against non-white Asians were in place until the middle of the twentieth century.
The immigration Act of 1953 reinforced the constraints for migration of Asians. In
May 1914, the Komagata Maru incident drew attention to this discriminatory law, and
attempts to challenge this law began to occur. In 1967, with the elimination of
discrimination based on race, religion or national origin, a point system based on
various qualifications began to work. From then on, as Bagley (1984) holds,
immigrants to Canada have been selected based on of their professions and the needs
of economy: Canadian ethnic policies work because the population has been highly
selected in terms of commitment to the social relation required by capitalism …
immigrants (including ethnic minorities) have been specially selected for their
combination of professional experience, education, youth, linguistic ability, and their
willingness to fit in with a social structure based on individuality and individual
enterprise. (p. 2-3)
9. Ministry of overseas indian affairs (2012) in the study title, “india, diaspora and
migration: an overview” states that the indian diaspora, as india itself, constitutes a
diverse, heterogeneous and eclectic global community, representing diversity of
forms, types, geographies and times of formation. It, therefore, requires diverse and
distinct approaches to engage them and connect with india. The common thread that
binds them together is the idea of india and its intrinsic values. Overseas indians —
comprising people of indian origin and non-resident indians, stretching across all
oceans and continents have considerably added to knowledge, innovation and
development across the globe by making significant contributions to their countries of
residence. Historically, the dispersion of people from india and the formation of indian
diaspora communities is the result of different waves of migration over hundreds of
years driven by a variety of reasons: slavery under mercantilism, indentured labour
under colonisation, and guest work programmes post colonialism. This transnational
engagement of people, riding on the processes of globalisation has been reinforced
through global networks of families, friends and businesses, which are symbiotic and
which enable the exchange of shared ideas of cultural, social and economic interests.
In retrospect, the formation of the indian diaspora makes up an engaging saga of trials,
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tribulations and the eventual triumph of determination and hard work. It pleases all
indians when the overseas indian community is respected for its work culture,
discipline, and successful integration with the local community as much as being
counted for its outstanding contributions in their countries of residence. This
community having overcome considerable adversity represents an eminently
successful diaspora in the host countries with several of its representatives occupying
leadership positions there. We look at them as a significant strategic resource for
India. Contemporary flows from India are of two kinds. The first is the emigration of
the highly skilled professionals, workers and students with tertiary and higher
educational qualifications migrating to the most advanced OECD countries,
particularly to the USA, UK, Canada, Australia and New Zealand. This flow started
after indian independence in pursuit of better career prospects and living and gathered
momentum with the emigration of it professional in the 1990’s. The second was the
flow of unskilled and semi-skilled workers going mostly to the gulf countries and
Malaysia following the oil boom in the gulf countries, mainly from Kerala and other
south indian states. Of late, northern states in India like Uttar Pradesh and Bihar have
emerged as the leading states of origin. Put together, these migratory flows have
resulted in diverse communities of people of indian origin in various parts of the
world: east Asia, the middle-east Asia, south and eastern Africa, Europe, north
America, Australia, the northern part of south America and the Caribbean islands.
These distinct communities of people of indian origin as well as indian nationals living
abroad constitute the vast indian diaspora. There is no single homogeneous overseas
indian community; there exist diversities within them as well as in the level and
degree of their engagement with India, defined by the lapse of time, generations and
distance that separate them from their country of origin.

10. Stuart Soroka (McGill University) and Sarah Roberton (Environics) (2009) in their
study titled “A literature review of Public Opinion Research on Canadian attitudes
towards multiculturalism and immigration, 2006-2009” state that Canadians express
consistently positive views about the impact that immigrants have on Canada. The
2008 Canadian Election Study found that more than eight in ten (85%) agree that
immigrants make an important contribution to this country, a perception that has
remained largely unchanged since 2000. Positive perceptions are also widespread
when Canadians are asked about the effect of immigration on their city or community.
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In a 2007 survey for the Canada West Foundation, majorities of eight in ten or more
residents of cities from Toronto to the west agree that immigration from other
countries is good for this city.
The 2009 CIC tracking survey finds that half (50%) of Canadians say immigration has
a very or somewhat positive effect, compared to 15% who say it has a negative effect
(one-third chose to say neither when given the option, Figure 43). Since 2007, positive
views of the impact of immigration on the community have declined (by 9 percentage
points), offset by a growing proportion who feel the impact has been neither positive
nor negative; negative views have remained consistently low over the past five years.
Majority support for the contributions made by newcomers is also evident in the
public’s rejection of negatively-worded statements about immigrants; Figure 44
includes three such examples. A 2007 Ipsos-Reid survey finds that two-thirds (66%)
of Canadians disagree that the fabric of Canadian society is being threatened by the
influx of visible minority immigrants. The vast majority (89%) also disagree with the
somewhat inflammatory statement included in a 2006 Ipsos-Reid online survey that
Canada would be a lot better off if immigrants went back to where they came from‖; in
fact, two-thirds (67%) strongly disagreed, while only 9% agreed. Focusing on
perceptions of immigration and the economy does not greatly change Canadians’
impressions of immigrants’ contributions. Canadians feel that immigrants have a
positive impact on the Canadian economy: in a 2008 Environics survey, for instance, a
large majority (82%) agreed that the economic impact of immigration is positive,
while 15% disagreed.
These data suggest that the proportion who are optimistic about the effect of
immigration on the economy may have grown slightly since 2006 (up 4 percentage
points, from 78% to 82%), returning to the record-high level previously reached in
2003 (83%). Moreover, only a minority of Canadians believe immigrants are a threat
when it comes to employment. In a 2008 Environics survey, the proportion of those
polled who agreed with the idea that immigrants take away jobs from other Canadians
(20%) reached an all-time low. These impressions are reflected in a number of related
polling questions, some of which are included in Figure 47. Agreement that new
immigrants take too many jobs from Canadians is limited to a small minority of
respondents (18%) in a 2007 Ipsos-Reid survey. A question included in a 2006 IpsosReid online survey switched the focus slightly to the types of jobs immigrants fill
upon coming to Canada. The results of this survey indicate that Canadians are most
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likely to say immigrants take jobs Canadians don’t want (46%) or create new jobs for
themselves (19%); once again, only two in ten (22%) believe they take away jobs from
Canadians.
Moreover, the 2009 CIC tracking survey found that most (66%) Canadians believe
immigration makes a positive impact on Canada’s economy; only two in ten (19%)
think the impact is negative, while 14% say the impact is neither positive nor negative.
This result of the CIC 2009 Tracking Survey, compared to the result of the Environics
2008 survey reported above, may lead to think that there has been a decline in the
proportion of Canadians who think the contribution of immigrants to the economy is
positive, from 82% to 66%. However, it is important to note 30 that the Environics
and CIC survey questions employ different response scales In other words, the results
of the two questions are not directly comparable. In general, the results of the 2009
CIC Tracking Survey show that, even under the influence of the 2008 economic
recession, the attitudes of Canadians regarding the contribution of immigrants to the
economy remained to a great extent positive. Although younger Canadians express
greater support for immigration overall, views about the impact of immigration on
communities, on the Canadian economy and on jobs are similar across all age groups.

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INTRODUCTION
Research methodology is the philosophy or a way to systematically solve the research
problem. It may be understood as a science of studying how research is done scientifically. In
it we study the various steps that are generally adopted by a researcher in studying his
research problem along with the logic behind them. It is also view as the overall approach to
studying the topic and includes issues we need to think about such as the constraints,
dilemmas and ethical choices within the research. It comprises the defining and redefining of
problem formulating hypothesis, collection and evaluating data, making detection and
reaching conclusion. This research consists of following element:
 Research design,
 Universe,
 Sampling design,
 Sample size,
 Methods of sampling,
 Data collection,
 Data analysis.

I.

RESEARCH DESIGN

A research design is a framework or blueprint for conducting a research project. It
details the procedures necessary for obtaining the information needed to structure or solve
marketing research problems. Decision regarding what, when, where, how much, by what
mean, concerning an enquiry, constitute a research design.
The term “research design” refers to procedural detail of the study by which data is
collected. It aims to develop a set of method and procedure which help to test the research
hypotheses with high degree of confidence (Bieger and Gail, 1996). In this study, the
collected data was used to get an insight of the immigration market in Punjab, especially
Canadian immigration market.
There is a possibility to choose among several research designs but since the study
objective is to provide insights and understanding of the Canadian immigration market in
Punjab. The research design was exploratory type because it is flexible enough and aims to
gain familiarity with a problem, or phenomenon, or situation not known before.
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II.

UNIVERSE

In the methodological language, the universe is defined as the place where relevant data
is collected. Selection of the universe is very important in a research study as it provides more
accuracy and precision. In statistical sense, the tern “universe” means the aggregate of person
or objective of study. Universe is theoretical or hypothetical aggregation of all elements as
defined for a given research (Babbie, 2001).
The universe of this study is the population of Punjab state in four straight districts
namely: Ludhiana, Moga, Jalandhar and Mohali. According to 2011 census provisional data,
the total population in these districts is 7,648,071 which are 27.61% of Punjab total
population. Each district was selected as a unit of study and from every district, different
places were selected as the universe from were questionnaires was executed for the purpose of
data collection.

III.

SAMPLE DESIGN

In research terms a sample is a group of people, objects, or items that are taken from a
larger population for measurement. The sample should be representative of the population to
ensure that we can generalise the findings from the research sample to the population as a
whole. In this study, the sample is the people who live in permanently in those four districts
selected as universe.

1. Sample size
A sample size is a finite part of statistical population whose properties are studies to
gain information about the whole. When dealing with people, it can be defined as a set of
respondents (people) selected from a larger population for the purpose of a survey (Neuman,
1997).
Sample size is simply the number of people or units available to be studied. In order to
make present study perfect, a stratified random sample of 250 respondents were drown
adopting the procedure of proportional allocation.

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The selection of the research sample has important consequences for the validity of
research findings (Vaus, 2001). The major purpose of conducting a research is to be able to
make some claims about the larger population. Therefore, it is essential to choose a sample
that enable to generalize findings for that larger population.

2. Methods of sampling
Sampling essentially refers to choosing a proportion of a target population for research
rather than studying the entire population. The primary advantages of sampling are feasibility
and convenience. In cases where the target population is sufficiently small and also
accessible, it may be preferably to conduct the research using the entire population.
In the present study, stratified sampling method has been used. The universe of the
present study focused on four districts of Punjab. One city and two villages were randomly
selected from each district.
Sampling process has been made simple considering the percentage of population of
that district. District-wise percentage of the population is described in the following table.

District
Ludhiana
Jalandhar
Moga
Mohali
Total

Population
3487882
2181753
992289
986147
7648071

d
0,46
0,29
0,13
0,13

n
250
250
250
250

Sample
114
71
32
32
250

The table above indicate the number of respondents selected from the universe. As time
available for such research was limited, I decided to draw a stratified random sample of n
(n=250). The value of d was drawn from the actual figure of the total number of the
respondent from every district. The following formula was used to pick up the value of d.

Then

Thus the number of respondents from all the four districts was selected according to the
population of that district.
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IV.

DATA

1. Data collection
In this study, it was only primary which has been used. Primary data is one which is
collected first time and original in nature, it can be done in following ways: observation,
personal interview, telephone and questionnaire. The method used for data collection in this
research was structured questionnaire. The questionnaire was containing 11 questions to be
field by the respondents.

2. Data analysis
Once data has been collected in the research, the next step usually involves the
analysis of those data. The choice of analytical procedure depends on several factors,
including type of research question which was asked originally and the characteristics of the
data which was collected (Sowel & Casey, 1982). Different analytical tools and techniques
were used to draw the accuracy result.

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20

I.

LUDHIANA DISTRICT

114 questionnaires were dispatched in Ludhiana district, and the number of
respondents was 100 out of 114 means 87.72%. Since the study was focused on Punjab
market, we have decided to target only those who live in Punjab, thus out of 100 respondents,
73 have been the object of our study.

1. Number of immigrant
Out of 73 persons in Ludhiana, 38 plan to immigrate abroad and 35 do not plan to
immigrate but among those who do not plan to immigrate, 16 may immigrate if they have the
opportunity. The proportions are shown in the diagram below.
Do you plan to immigrate?

Nb of
respondents

Yes

38

No

19

Yes if there is a possibility

16

Total

73
Table 1.1

Plan to immigrate
Yes

No

Yes if opportunity

22%

52%

26%

Diagram 1.1
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2. Countries of destination

The people who want to immigrate have been divided according to their country of
destination. 54 respondents have the interest to immigrate, 17 to Canada, 11 to USA, 14 to
Australia, 8 to New Zealand, and 4 to others countries. The proportions are shown in the
diagram below.
Where do you want to

Nb of respondents

immigrate?
Canada

17

USA

11

Australia

14

New Zealand

8

Others Countries

4

Total

54
Table 1.2

Destination
Canada

USA

Australia

New Zealand

Others

7%

15%

32%

26%

20%

Diagram 1.2
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3. Living areas

Since our study if focus on Canadian Immigration, we have divided the respondents
according to their living areas means urban and rural. 6 live in urban area and 11 live in rural
area. The proportions are shown in the diagram below.
Where do you live?

Nb of Respondents

Urban

6

Rural

11

Total

17
Table 1.3

Areas
Urban

Rural

35%

65%

Diagram 1.3

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4. Purpose of immigration

We have divided the respondents according to the purpose of their immigration so we
got 9 respondents for job, 5 for family, 3 for business and none for study. The proportions are
shown in the diagram below.
Why do you want to immigrate?

Nb of respondents

Job

9

Family

5

Business

3

Study

0

Total

17
Table 1.4

Purpose
Job

Family

Business

Study

0%

18%

53%

29%

Diagram 1.4

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II.

JALANDHAR DISTRICT

71 questionnaires were dispatched in Jalandhar district, and it was successful at 100%.
Since the study is focus on Punjab market, we have decided to target those who live only in
Punjab, thus out of 71 respondents, 60 have been the object of our study.

1. Immigrate plan

Out of 60 persons in Jalandhar district, 48 plan to immigrate abroad and 12 do not plan
to immigrate but among those who do not plan to immigrate, 5 may immigrate if they have
the opportunity.

Nb of
respondents

Yes

48

No

7


5

Total

60
Table 2.1

Plan to immigrate
Yes

No

Yes if opportunity

8%
12%

80%

Diagram 2.1
25


Australia, 5 to New Zealand, and 6 to others countries.

Nb of respondents

immigrate?
Canada

19

USA

12

Australia

11

New Zealand

5

Others Countries

6

Total

53
Table 2.2

Destination
Canada

USA

Australia

New Zealand

Others

11%

9%

36%

21%

23%

Diagram 2.2
26

3. Living areas

Where do you live?

Nb of Respondents

Urban

4

Rural

15

Total

19
Table 2.3

Areas
Urban

Rural

21%

79%

Diagram 2.3
27


got 10 respondents for job, 6 for family, 2 for business and 1 for study. The proportions are

Nb of respondents

Job

10

Family

6

Business

2

Study

1

Total

19
Table 2.4

Purpose
Job

Family

Business

Study

5%
10%

53%
32%

Diagram 2.4

28

III.

MOGA DISTRICT

32 questionnaires were sent in Moga district, and the number of respondent was 32 out
of 32 means 100%. Since the study is focus on Punjab market, we have decided to target those
who live only in Punjab, thus out of 32 respondents, 27 have been the object of our study.

1. Immigrate plan

Out of 27 persons in Moga, 21 plan to immigrate abroad and 6 do not plan to

Nb of
respondents

Yes

21

No

3


3

Total

27
Table 3.1

Plan to immigrate
Yes

No

Yes if opportunity

11%
11%

78%

Diagram 3.1
29


The people who want to immigrate are divided according to their country of
Australia, 4 to New Zealand. The proportions are shown in the diagram below.

Nb of respondents

immigrate?
Canada

10

USA

4

Australia

6

New Zealand

4

Others Countries

0

Total

24
Table 3.2

Destination
Canada

USA

Australia

New Zealand

Others

0%
17%

41%

25%

17%

Diagram 3.2

30

3. Living areas

according to their living area means urban and rural. 3 live in urban area and 7 live in rural
Where do you live?

Nb of Respondents

Urban

3

Rural

7

Total

10
Table 3.3

Areas
Urban

Rural

30%

70%

Diagram 3.3

31


got 7 respondents for job, 2 for family, 1 for business and none for study. The proportions are

Nb of respondents

Job

7

Family

2

Business

1

Study

0

Total

10
Table 4.3

Purpose
Job

Family

Business

Study

0%
10%

20%

70%

Diagram 3.4

32

IV.

MOHALI DISTRICT

33 questionnaires were sent to Mohali district and it was also successful 100%. Since
the study is focus on Punjab market, we have decided to target those who live only in Punjab,
thus out of 33 respondents, 25 have been the object of our study.

1. Immigrate plan

Out of 25 persons in Mohali district, 14 plan to immigrate abroad and 11 do not plan
to immigrate but among those who do not plan to immigrate, 4 may immigrate if they have
the opportunity. The proportions are shown in the diagram below.

Nb of
respondents

Yes

14

No

7


4

Total

25
Table 4.1

Plan to immigrate
Yes

No

Yes if opportunity

16%

56%

28%

Diagram 4.1
33


The people who want to immigrate are divided according to their country of
diagram below.

Nb of respondents

immigrate?
Canada

5

USA

3

Australia

5

New Zealand

4

Others Countries

1

Total

18
Table 4.2

Destination
Canada

USA

Australia

New Zealand

Others

5%
28%
22%

17%
28%

Diagram 4.2
34

3. Living areas

according to their living area means urban and rural. 2 live in urban area and 3 live in rural
Where do you live?

Nb of Respondents

Urban

2

Rural

3

Total

5
Table 4.3

Areas
Urban

Rural

40%

60%

Diagram 4.3

35


got 3 respondents for job, 2 for family, none for business and for study. The proportions are

Nb of respondents

Job

9

Family

5

Business

3

Study

0

Total

17
Table 4.4

Purpose
Job

Family

Business

Study

0% 0%

40%

60%

Diagram 4.4

36

V.

PUNJAB

In all, 250 questionnaires were sent in four (4) districts recognized as high
immigration district in Punjab, and the number of respondent was 236 out of 250 means
94.4% but 185 have been the object of our study.

1. Immigrate plan

Out of 185 persons in Punjab, 121 plan to immigrate abroad and 64 do not plan to

Nb of
respondents

Yes

121

No

36


28

Total

185
Table 5.1

Plan to immigrate
Yes

No

Yes if opportunity

15%

20%

65%

Diagram 5.1
37


diagram below.

Nb of respondents

immigrate?
Canada

51

USA

30

Australia

36

New Zealand

21

Others Countries

11

Total

149
Table 5.2

Destination
Canada

USA

Australia

New Zealand

Others

8%

14%
34%

24%

20%

Diagram 5.2
38

3. Living areas

Where do you live?

Nb of Respondents

Urban

15

Rural

36

Total

51
Table 5.3

Areas
Urban

Rural

29%

71%

Diagram 5.3
39


got 29 respondents for job, 15 for family, 6 for business and 1 for study. The proportions are

Nb of respondents

Job

9

Family

5

Business

3

Study

0

Total

17
Table 5.4

Purpose
Job

Family

Business

Study

2%
12%

29%

57%

Diagram 5.4
40


41

The immigration market is a growing market in Punjab, every year, people register
with the immigration agencies with the hope to get the chance to be selected for immigration.
After many days of hard work, the following facts have been drawn from our study:

1. The proportion of the potential candidates to immigration is very high in Punjab;
mostly in Jalandhar district followed by Moga district and Ludhiana.

2. Canadian immigration has the largest share of the potential immigration market,
estimated at 34%, followed by Australian immigration around 24%. This high
potential market is due to number of opportunities which are available in Canada.
Since so many decades, Canada is the privileged destination for Indian immigrants
especially from Moga district and Jalandhar district.

3. Going further in our study, we found that the market can be segmented on the basis of
geographical segmentation, so we found that the Canadian immigration market is
divided into two (2) major segments:


Rural segment, it represents the people who live in villages.



Urban segment, it represents people who live in cities.

4. From the segmentation, we found that the Canadian immigration market is dominated
by rural segment. Approximately 70% of the total potential market share.

5. I have tried to understand the reason of this high wish to immigrate and two (2) main
reasons have been retained. The first reason is job researching; more than 50% of the
immigration candidates apply for job purpose. People of Punjab want to improve their
quality of life and since the workers in Canada are very well paid and the currency is
higher compare to Indian rupee, they want to immigrate there. The second reason is
for family purpose because they have their relative in Canada so they want to join
them over there.

6. The Canadian immigration market is very high in Moga district, followed by Jalandhar
district, then Ludhiana district and Mohali district.

42


43

CONCLUSION

At the end of this report, I would simply like to share a brief summary of, what I
believed to be, the most interesting pieces of information that I attained while being part of
Mercan capital Ltd. for nine (9) weeks.
Mercan capital Ltd. is a company with a multicultural environment which makes it
different from others immigration companies. Hence, the training was a very good experience
for me as a foreign student. I faced some difficulties to collect of data from the sample due to
language problem but it has been very fruitful for me since I learnt many things about
corporate world which Ignored before. I gained the experience of conducting a marketing
research in an International environment; I also got autonomy at work place. Moreover, I have
improved my analytical skills as well as my communication skills.
Further study can be conducted to understand why Canada is most privileged
destination for Indian immigrants.

44

RECOMMENDATIONS

Once again, I would simply like to offer my gratitude towards all the members that
helped me along the way. However, I would like to suggest to the management some new
ideas which I have developed throughout my training:
1. The follow up of information should be effective; it can be done only if the
information is conveying through proper channel. Therefore, they should be a
representative in charge of giving the information to order employees.
2. The responsibilities should be clear to the employees so that they might know
what to do or not to do.
3. Employees should be given autonomy at work place so that they can get more
confidence and be more productive.
4. They should be a special marketing approach focus on rural areas since the
major potential market is from rural areas. Some campaign should be organised
with some people who has already immigrate to Canada through Mercan
Capital in order to create more trust.
5. Free assessment of eligibility in order to attract more customers.
Companies should be careful while developing strategies the segment because the
immigration rules are very sensitive and subject to change without pre-notice.

LIMITATIONS OF THE STUDY


The research has been conducted in a limited area.



Time was a major constraint.



Smaller sample might not always give better results.



Sample might not be true representative of the whole population.



The possibility of biased responses could not be ruled out.



Due to language problem some of the respondents were not be able to understand the
questionnaire.



Lack of availability of full information.



Language barrier between researcher (me) and respondents.

45

BIBLIOGRAPHY

Reports referred
World Migration Report, 2000
Spink, V. J. (1999) “Building Bridges: The Role of the Indian Diaspora in Canada”
Stuart Soroka (McGill University) and Sarah Roberton (Environics) (2009) “A literature
review of Public Opinion Research on Canadian attitudes towards multiculturalism and
immigration, 2006-2009”

Books referred
David J. Freiman, (1986) “What Every Manager Needs to Know about Marketing”

Websites
Mercan Capital Ltd. http://www.mercan.com/en/welcome

The National Family Health Survey http://www.rchiips.org/NFHS/pub_nfhs-1.shtml

Indian Government http://india.gov.in/knowindia/districts/andhra1.php?stateid=PB

India Census http://www.census2011.co.in/census/state/punjab.html

Ministry of Overseas Indian Affairs http://moia.gov.in/index.aspx

Citizenship and Immigration Canada http://www.cic.gc.ca/english/immigrate/index.asp

46


47

APPENDIX 1
QUESTIONNAIRE
This questionnaire is to assess the Canadian immigration market share in Punjab.

A. IMMIGRATION PLAN
1) Do you plan to immigrate abroad?
Yes

No

2) If you have the opportunity to immigrate abroad, will you immigrate?
Yes

No

Maybe

3) Where do you want to immigrate?
Canada

USA

Australia

New Zealand

Other (specify)..................................................................................................

4) Why do you want to immigrate?
Business

Job

Study

Other (specify).................................

5) How do you prefer to immigrate?
Through an agency

On your own

6) How much are you ready to spend for your immigration procedure?
Less than 50,000

50,000-100,000

100,000-150,000

150,000-200,000

200,000-250,000

250,000-300,000

More than 300,000

48


B. PERSONAL INFORMATION
1) Do you live in Punjab state?
Yes

No

2) Where do you live?
Urban

Rural

3) What is your qualification?
10+2

Undergraduate

Graduate

Postgraduate

Other (specify)..................................................................................................

4) Which field? (specify)
...............................................................................................................................

5) What is your profession?
...............................................................................................................................

49

APPENDIX 2

Country -Demographic Features
A land of vast distances and rich natural resources, Canada became a selfgoverning dominion
in 1867 while retaining ties to the British crown. Economically and technologically the nation
has developed in parallel with the US. Canada is a federal multiparty parliamentary state with
two legislative houses (Senate and House of Commons) and headed by Prime Minister.
Canada is second largest country in terms of its size after Russia. Despite Canada's great size,
it is one of the world's most sparsely populated countries. Canada shares a 5,525-mile- (8,890km-) long border with the United States (including Alaska) the longest border in the world not
patrolled by military forces and the 2 overwhelming majority of its population lives within
185 miles (300 km) of the international boundary.
Capital: Ottawa (fourth largest city of the country)
Official Language: English and French
Population: 33,098,932 (July 2006 est.)
Age structure:
0-14 years: 17.6% (male 2,992,811/female 2,848,388)
15-64 years: 69% (male 11,482,452/female 11,368,286)
65 years and over: 13.3% (male 1,883,008/female 2,523,987) (2006 est.)
Traditionally Canada has sought to increase its population through immigration in order to
expand the workforce and domestic markets. As a result, immigrants now make up about onesixth of Canada's total population. Canada has an aging population. Whereas fewer than one
in 10 Canadians were age 65 or older in the 1970s, by the start of the 21st century the figure
stood at nearly one in six. Life expectancy in Canada, which averages about 80 years, is
among the world's highest.
50

Indian Diaspora
1 Size of Indian Diaspora
According to Canada Statistics (2001), there were 713, 330 people who classified themselves
as being of Indian origin. Though Indian Embassy reports that it is approximately 850,000
(2.74 % of total population).Out of this population, 42% are Hindu, 39% are Sikh, and the rest
are Muslim, Christian, Jain, Buddhist. The main Indian ethnic communities are Punjabis
(which account for more than half of population) as well Gujratis, Tamils, Keralites, Bengalis,
Sindhis and others.
2 Geographical Spread of the Indian Diaspora
Indians are biggest community in and around Vancouver and Toronto. Most Indians choose to
immigrate to larger urban centers like Toronto and Vancouver, where more than 70% live.
Smaller communities are also growing in Calgary, Montreal, Edmonton and Winnipeg.
Indians in Toronto are from diverse locations in India, such as Punjab, Gujarat, Tamil Nadu,
Andra Pradesh and Kerala. Brampton, a suburb of Toronto has many Indian residents, and the
town of Springdale in Brampton is commonly referred to as “Singhdale” because of the many
Sikhs that live there. Indians in Vancouver mainly live in the suburb of Surrey, but can also be
found throughout Vancouver. The vast majority of Vancouver Indians are of Sikh Punjabi
origin.

51

Canadian immigration market in punjab

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