project report of mba at havells wires

SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU

Chapter 1 INTRODUCTION

PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN

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1.1 BACKGROUND The topic of consumer behaviour is one of the massively studied topics by the researchers and marketers in the past and still being studied. Researchers show different reasons as to why consumer behaviour has been the topic of many academics and researchers. One of the common views is that understanding consumer behaviour has become a factor that has a direct impact on the overall performance of the businesses (Kotler and Keller, 2012 ). It is worth noting that consumer buying behaviour is studied as a part of the marketing and its main objective it to learn the way how the individuals, groups or organizations choose, buy use and dispose the goods and the factors such as their previous experience, taste, price and branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012). This study will introduce some other areas of research background of consumer behaviour addressing the works of researchers and marketers. Many researchers have conducted studies and identified the relationship between the habits and previous experience on the consumer buying decision. Their findings show that personal habits and previous experience on of the consumers have a direct impact on the consumers‟ purchase decision. They also found that the image of the product has a crucial impact on the purchasing decision of the consumer and further recommended that the product image should continuously be improved in order to encourage the consumers towards purchasing.

1.2 SCOPE AND SIGNIFICANCE OF THE STUDY The study was conducted at Havells India Pvt.Ltd, Cochin; in order to determine the purchase decision of buyers, mainly: builders and traders/ dealers. If we w e understand what makes the end customers ie; builders and traders rely and continue the usage of Havells products (wires), then we know which areas to focus on and improve. Many believe that discounts and benefits have a significant impact on their turnover rate. However, the company could provide these at an acceptable level only, but increasing them will not have the desired effect of raising the sales. There is not much of a price variation and attribute level between the rival brands of wires. Yet it is important to note that the price levels of wires are determined by the copper prices.


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It is at this event that the organisation should convince its customers as well as the end users to stick on to the brand. The study thus aims to provide an insight to the current trends and market requirements from two different viewpoints of customers, which would help the organisation to plan and implement policies po licies and strategies to improve consistently.

1.3 STATEMENT OF THE PROBLEM

The study is designed to conduct a satisfaction survey among the end customers ie, traders/ dealers and builders at Havells India Pvt Ltd, Cochin. The organization wants to analyze the trends in the market and needs to get suggestions for retaining their customers. The company wants to see whether the customers are satisfied with the current offering of the products and to find out the areas which need improvement. Hence problem of the study can be stated as “what “what are the reasons for purchase decision of customers towards Havells wires.”

1.4 OBJECTIVES OF THE STUDY Primary Objective:

A relative study of the purchase decision of customers towards Havells wires.

Secondary Objective:

To find out the Havells brand image in comparison to rival firms.



To find out Havells‟s growth and standing in the minds of the customers and dealers.

1.5 RESEARCH METHODOLOGY

1.5.1 TYPE OF STUDY

This is a descriptive Study.


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1.5.2 TYPE OF DATA USED

Primary and Secondary data were used for this study. 1.5.3 SOURCES OF DATA

Primary data were collected from 2 series of customers (builders and dealers) of Havells India Pvt Ltd, Cochin and Secondary data were collected from company records and websites. 1.5.4 POPULATION

The population under this study includes the customers of Havells India Pvt Ltd, Cochin (Builders and traders). 1.5.5 SAMPLING METHOD

The method of sampling was Convenient sampling. 1.5.6 SAMPLE SIZE

Fifty end-customers (including builders and traders) were contacted for the stud y. 1.6.7 METHOD OF DATA COLLECTION

The method used for data collection was survey and questionnaire method. 1.5.8 TOOLS USED FOR DATA COLLECTION 

Questionnaire was administered among respondents to collect primary data.



Secondary data were collected through Desk Research.

1.5.9 TOOLS USED FOR PRESENTATION OF DATA

The analyzed results are represented by formulating tables and charts based on the information gathered. 1.6 LIMITATIONS OF THE STUDY 

The findings of the study are confined onl y to Havells India Pvt Ltd, cochin and hence the results cannot be generalized to any other Organization.



Time and resource constraint.



The respondents in many cases were unwilling to provide all the information due to busy schedule.


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

The same information cannot be accessed due d ue to its confidential nature.

1.7 CHAPTERISATION

Chapter 1 gives an introduction about the topic, its objectives, scope and significance, limitations.etc. Chapter 2 briefly describes the Industry as well as company profile. Chapter 3 summarizes the earlier studies and theories related to the topic. Data collected on the topic is analyzed and Interpreted in 4 th Chapter. Findings based on the study conducted are presented in Chapter 5.Chapter 6 deals with Conclusion and suggestions are presented in the final chapter.


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CHAPTER-2 INDUSTRY AND COMPANY PROFILES


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2.1 INDUSTRY PROFILE Prospects of the Indian Electric Industry:

Like every other industrial sector in India, the Indian Electrical Industry too is slowly emerging from out of its "protective cover". For far too long has Indian Industry remained shackled and consequently inward looking. Over the past fifty years there was no exposure to global players and competition, with the result that the Industry grew up in a sheltered environment, dependent on the Government for everything, from licenses to protection to tariffs. Each one of these int erventions was aimed at securing protection for oneself and ensuring growth of one‟s own o rganization at the cost of industry and the nation at large. Lack of global competition encouraged a "cost plus" approach, where every conceivable cost increase was passed on to the customer. There was thus no motivation to reduce costs. At the outset, it must be stated that the reduced domestic demand is at best a temporary phenomenon. The power sector in India is bound to grow and this will undoubtedly boost demand from the Utilities, quite apart from the industrial demand which will continue to grow with increased industrial output. The main customers for the wire and cable industry are the automotive, telecommunication and construction industries. In the past few years, these three have witnessed a rapid expansion and have led to an annual growth of about 25% in India. The wire and cable industry has moved from being a small industry 20 years back to a very large industry over the last decade. Although it is a volume-driven product, it has a lot of quality and technical particulars. Over a period of time, the industry has moved from the unorganized to the organized sector. However, about 35% of this industry is still in the unorganised sector. Requirements like brand and quality perception are the keys in this Rs 15,000 crore industry. The wire and cable industry comprises 40% of the entire electrical industry, which is expected to double in size over the next five years. The industry is growing at a CAGR of 15% as a result of growth in the power and infrastructure segments. It is expected to grow at similar


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rate for the next five years. The government's emphasis on the power sector reforms and infrastructure will further drive growth. The wire and cable industry will eventually focus on supplying cables for specific applications pertaining to the industry needs. India has a lot of potential in the mining, power, oil and gas, metro railways, cement industry, steel industry and other sectors. Different kinds of cables like extra high voltage cables, elastomer cables, etc., are now being used for special applications such as mining/oil sector, shipbuilding /crane cables/elevator cables, cables for solar power plants, to harness power for new generation motor vehicles, windmill solutions, security systems and other types of data cables. 2.2 COMPANY PROFILE:

Havells India Ltd is a billion-dollar-plus organization, and is one of the largest & India's fastest growing electrical and power distribution equipment manufacturer with products ranging from Industrial & Domestic Circuit Protection Switchgear, Cables & Wires, Motors, Fans, Power Capacitors, CFL Lamps, Luminaries for Domestic, Commercial & Industrial applications, Modular Switches & Bath fittings covering the entire gamut of household, commercial and industrial electrical needs. Havells owns some of the prestigious global brands like Crabtree, Sylvania, Concord, Luminance, Linolite & SLI Lighting. With 91 branches / representative offices and over 8000 professionals in over 50 countries across the globe, the group has achieved rapid success in i n the past few years. Its 7 state-of-the-art manufacturing plants in India located at Haridwar, Baddi, Noida,Faridabad, Bhiwadi, Alwar, Neemrana, and 9 state-of-the-art manufacturing plants located across Europe, Latin Latin America & Africa churn out globally acclaimed products. Havells is a name synonymous with excellence and expertise in the electrical industry. Its 20000 strong global distribution network is prompt to service customers. The company has acquired a number of International certifications, like BASEC, CSA,KEMA, CB, CE, ASTA, CPA, SEMKO, SIRIUM (Malaysia), SPRING (Singapore), TSE(Turkey), SNI (Indonesia) and EDD (Bahrain) for various products.


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Today, Havells and its brands have emerged as the preferred choice of electrical products for discerning individuals and industrial consumers both in India and abroad. In an attempt to transform itself from an industrial product company to a consumer products company, Havells launched the consumer electrical products such as CFLs, Fans, and Modular Switches & Luminaries. The essence of Havells success lies in the expertise of its fine team of professionals, strong relationships with associates and the ability to adapt quickly and efficiently, with the vision to always think ahead. Vision:

"To be a globally recognized corporation that provides best electrical & lighting solutions, delivered by best-in-class people." Mission:

To achieve their vision through fairness, business ethics, global reach, technological expertise, building long term relationships with all our associates, customers, partners, and employees. 2.3 PRODUCT PROFILE:

Havells India Ltd has emerged as preferred choice for discerning range of individual and industrial consumers. The firms products are approved by international quality bodies such as KEMA, UL, CE, CSA and VDE and are as per IEC standards. The firm‟s commitment is to manufacture excellence and providing world-class quality products at affordable prices in creating the industry more energy efficient, now from even wider spectrum of products from Havells; it offers a complete solution which is not only safe and reliable but also helps to save energy. At Havells, it is their philosophy to continuously upgrade products in order to best serve modern discerning consumers. They feel proud and privileged to share such innovation of making Havells more environment friendly, Havells aims at providing versatile range of products and set a new benchmark for quality and performance.


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2.4 PRODUCTS:

1) BUILDING CIRCUIT PROTECTION 2) INDUSTRIAL CIRCUIT PROTECTION 3) MOTORS 4) CAPACITORS

5) LIGHTING 6) CFL 7) FANS 8) MODULAR PLATE SWITCHES 9) CABLES AND WIRES 10) DIGITAL DIMMING 11) BATH FITTINGS AND ACCESSORIES


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CHAPTER-3 REVIEW OF LITERATURE


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3.1 Earlier studies

The topic of consumer behaviour is one of the massively studied topics by the researchers and marketers in the past and still being studied. One of the common views is that understanding consumer behaviour has become a factor that has a direct impact on the overall performance of the businesses (Kotler and Keller, 2012). It is worth noting that consumer buying behaviour is studied as a part of the marketing and its main objective it to learn the way how the individuals, groups or organizations choose, buy use and dispose the goods and the factors such as their previous experience, taste, price and branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012). One of such studies of consumer buying behaviour has been conducted by Acebron et al (2000). The aim of the study was to analyze the impact of previous experience on buying behaviour of fresh foods, particularly mussels. In their studies the authors used structural equation model in order to identify the relationship between the habits and previous experience on the consumer buying decision. Their findings show that personal habits and previous experience of the consumers have a direct impact on the consumer ‟s purchase decision in the example of purchasing fresh mussels. They also found that the image of the product has a crucial impact on the purchasing decision of the consumer and further recommended that the product image should continuously be improved in order to encourage the consumers towards purchasing. Five Stages Model of consumer decision making process has also been studied by a number of other researchers. Although different researchers offer various tendencies towards the definitions of five stages, all of them have common views as they describe the stages in similar ways. One of the common models of consumer decision making process has been offered by Blackwell et al (2006). According to him, the five stages of consumer decision making process are followings: problem/need recognition, information search, evaluation of alternatives, purchase decision made and post-purchase evaluation. Each stage is then defined by a number of researchers varying slightly but leading to a common view about what each stage involves. For example, according to Bruner (1993) first stage, need recognition occurs when an individual recognizes the difference between what they have and what they want/need to have. This view is also supported by Neal and Questel (2006) stating that need recognition occurs due to several factors and circumstances such as personal, professional and lifestyle which in turn lead to formation of idea of purchasing.


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In the next stage, consumer searches information related to desired product or service (Schiffman and Kanuk, 2007). Information search process can be internal and external. While internal search refers to the process where consumers rely on their personal experiences and believes, external search involves wide search of information which includes addressing the media and advertising or feedbacks from other people (Rose and Samouel, 2009). Once the relevant information about the product or service is obtained the next stage involves analyzing the alternatives. Kotler and Keller (2005) consider this stage as one of the important stages as the consumer considers all the types and alternatives taking into account the factors such as size, quality and also price. Backhaus et al (2007) suggested that purchase decision is one of the important stages as this stage refers to occurrence of transaction. In other words, once the consumer recognized the need, searched for relevant information and considered the alternatives he/she makes decision whether or not to make the decision. Purchasing decision can further be divided into planned purchase, partially purchase or impulse purchase as stated by Kacen (2002) which will be discussed further in detail in the next chapters. Finally, post-purchase decision involves experience of the consumer about their purchase. Although the importance of this stage is not highlighted by many authors Neal et al (2004) argues that this is perhaps one of the most important stages in the consumer decision making process as it directly affects the consumers‟ purchases of the same product or service from the same supplier in the future. .The concept of brand image has been very significant to consumer behavior from post 1950‟s. As Aaker and Keller confirmed in Hsieh‟s study that, “brand image has been considered a vital part of a firm‟s marketing program, not only because it serves as a foundation for tactical marketing mix issues but also because it plays an integral role in building long term brandequity” (1990).

Definition: Earlier definitions of brand image are presented in broad terms by Dobni (1990) (199 0) who put forward the following writers understanding of brand image. Newman stated it as “everything the people associate associate with the brand” (1957). Reynolds (1965) confirms that an image was centered on


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drawing a few key beliefs from a vast variety of sources, thus creating your own impression based on the brand. Herzog‟s concurs concu rs that brand image was w as “the sum of the total impressions.” (1973). Indeed, such definitions all concur together; echoed by the words of Levy who stated that “a brand image is a constellation of pictures and ideas in people‟s minds that sum up their knowledge of the brand and their main attitudes towards towards it” (1978). A more recent insight into brand image was added ad ded by Woodside who “defined image as the degree of positive or negative affect associated with psychological object” (Reid, 2001). Theory behind brand image: According to Tyler (1957), there are three approaches to brand image: Subjective, Objective and Literal. The first type, is a subjective image, this is when a potential customer hears or sees the brand name/logo and feel obliged to purchase the product or service, despite a lack of understanding as to why this is the case. The case simply relates to how the brand is perceived as significant to an individual‟s self -consciousness. -consciousness. The second type of brand image is the objective form which is the attempt to generate an emotional need for the product, leaving you with the feeling that you need to purchase the product so as to satisfy this need. The third is literal image, i.e. a logo which represents a company. This implies that upon seeing this picture/logo, the name of the company does not need to be uttered as the picture tells the consumer the whole story e.g. Nike with the tick or McDonalds with the golden arches. Evidently, the approach used to obtain and sustain a brand image will vary upon several factors as reflected by the analysis presented presented by Tyler. Oxenfeldt and Swann‟s idea was that the brand image should allow the company to establish its position within its market segment, protecting it from competition, thus allowing them to build upon this with market share growth (Park et al, 1986). Moreover Park et al (1986) put forward in Bhat‟s article that the importance of establishing a brand image relevant to its market segment in which it is based, is significant so as to ascertain a strong brand position, help create a barrier to entry for potential competitors: thus raise the brands performance in the market.


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3.2 THEORETICAL FRAMEWORK

The term „Consumer Behavior‟ refers to the study of how individuals make decisions to spend their available resources on consumption related items. Studying customers provide clues for developing new products, product features, prices, channels, messages, and other marketingmix elements. DEFINITION: “Consumer Behavior is the process and physical activity individuals engage in when evaluating, acquiring, acquiring, using, and disposing of goods and services.”:Louden-Dellabitta services.”:Louden-Dellabitta Consumer Behavior refers to the behavior that consumers display in searching for, purchasing, using, evaluating and an d disposing of products p roducts and services that they expect will satisfy their needs. Study of Consumer Behavior is the study of how individuals make decisions to spend their available resources like time, money and effort on consumption related items. : Schiffman and Kanuck.

In order to survive and grow the organization has to delight the customers. Consumers will be delighted if they get more than what they expect. Stud Study y of consumer behavior helps in knowing their expectations and the sacrifices they are ready to make in order o rder to fulfill those expectations. Study of consumer behavior assumes that consumers are actors in the market place. Consumers play various roles in the market place. Starting from information provider to consumer, from user to payer and to disposer, consumers play roles in the decision process. Different people play different roles in different stages of purchase. A purchaser or customer may not be the same person for example a person who purchases a product for the family may not be the consumer of the product. 3.3 Factors influencing Consumer Behaviour

The consumer decision process explains the internal process as well as individual behavior for making product or service decisions. The consumption process is influenced by external factors like cultural, social, personal, and psychological factors.

Influence of Cultural Factors: PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN

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Culture, subculture and social class are particularly important in buying be havior.

Culture : -

Culture is the fundamental determinant of a person‟s wants and behavior. Culture refers to the traditions, taboos, values and basic attitudes of the whole society within which an individual lives. The growing child acquires acqu ires a set of values, perceptions, preferences, and behaviors through his or her family and other key institutions. E.g. A child growing up in India is exposed to the values like tolerance, Equality, Sacrifice, love for the family¸ respect for the elders and guru etc. Culture teaches an individual the acceptable norms of behavior and tells him the right or wrongs. Cultural values affect how the business is conducted. Culture also affects consumption behavior. Culture influences can b e seen in the food habits h abits and dressing style of people. It also influences co mmunication, attitudes and values that influence consumption patterns. Culture influences are highly conspicuous in communication messages. Use of colors, symbols, and language a nd message sources reflect culture. The main aim behind it could be to tune their messages according to the cultural specifications of various regions that they operate in. Culture value s are passed on from one generation gen eration to the next. Subculture : -

Each culture consists of smaller subcultures that provide more specific identification and socialization for their members. Subcultures include nationalities, religions, and geographic regions. When subcultures grow large and affluent enough, companies design specialized marketing programs to serve them. Such programs are known as diversity marketing. E.g. In diverse country like India, p eople from different region show distinct difference in their food habits and clothing styles. Also the consumption pattern is also affected by religious diversity. Social Class:-

Social class refers to the hierarchical arrangements of the society into various divisions, each of which signifies social status or standing. Social class is an important determinant of consumer behavior as it affects consumption patterns, lifestyle, media patterns, activities and interests of the consumers. Social classes not only reflect income, but other indicators such as


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occupation, education, area of residence. E.g. two consumers earning the same income may differ considerably in lifestyle when one has professional qualification at the post of graduate level and is employed at the senior management cadre of multinational, while the other is selfemployed, with education confined to a few years of schooling. Social classes differ in many characteristics. Social classes show distinct product and brand preferences in many areas including their lifestyles, they differ in media preferences, and there are also language differences among the social classes. In addition to the cultural and social factors, a consumer‟s behavior is also influenced by factors such as reference groups, famil y, and social roles and status. Reference Groups: -

An individual‟s attitude, value and behavior are influenced by different groups. These groups are called reference groups and they have direct or indirect influence on the individual. Buying behavior of consumers is largely influenced by the reference group to which they belong or aspire to belong. Reference groups are of two types: Primary Reference Group:

This group is further divided into four subgroups namely (a) Membership reference group: This is the group to which a person holds membership and has frequent interactions with other members of group. He comes in regular and informal contact with the members of this group and is directly influenced by them. (b) Aspiration reference group: This is the group to which the individual does not hold any membership bur desires to belong to that group. He tries to copy the attitudes and behavior, including buying behavior of the members of the group. (c) Disclaiming reference group: This is a group to which an individual holds a membership but does not want to belong to and therefore, all his actions would be opposed to that of the group. He tries not to be influenced by the attitudes, values and an d behavior of o f the members memb ers of this group. (d) Avoidance group: This is the reference group to which an individual does not hold any membership. He tries to resent the values and beliefs of such a group.


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Secondary Reference Group:-

Secondary groups include religious groups professional associations and trade unions with which the interaction of customer is formal and infrequent. Every reference group has its own set of opinion leaders. Opinion leaders are perceived as people with special skills, knowledge, personality etc. Opinion leaders influence actions or attitudes of others informally. Marketers should identify the opinion leaders of their target group for specific product/s and then they should target their marketing efforts towards these role models. The marketer can use the opinion leader to communicate the message through its promotion and advertising campaigns. Family: -

A family is defined as two or more persons related by blood, marriage or adoption and reside together. A family is a small reference group but it is prominent in influencing consumer behavior. Families go through various stages of lifecycle, each stage creates different demands for different products and buying behavior of the members is greatly influenced by the stage of the family lifecycle. E.g Consumer demands of a bachelor are different from those of a newly married couple. Members of a family exert a strong influence on the buying decision. The husband, the wife, and the children play different roles while pu rchasing expensive products and services and these roles vary from country to country. E.g. th e major buying decisions in Indian family are taken by the parents. Joint decisions are taken by the husband and wife for purchasing expensive products and services. Therefore marketers should b e interested in the roles played by the members and the relative influence each member exerts on the buying decisions. Marketer tries to adjust their marketing mix to influence the decision of the decision maker in the family. Personal Factors: -

There are different personal factors, which affect the buying decision process. These factors, such as the age, sex, lifecycle stage, occupation, economic conditions, personality, etc. are unique to everyone. Age and lifecycle stage: -

Changes in the society have led to the creation of different categories like couples marrying late in life, childless couples, single parents, etc., besides the traditional lifecycle stages which included young singles, married couples and lone survivors. Over the lifecycle stages,


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people use different products and their demand for goods and services keep changing. People P eople at different ages will have different tastes on food, clothes, furniture and recreation. Hence marketers should determine the needs of their target markets and introduce different products and marketing efforts targeted at different stages. Occupation and financial status: -

Occupation and income level of a person have a major impact on his savings and buying behavior. E.g. A blue collar worker will indulge more in purchasing clothes, shoes, etc., which he can wear to work. Similarly, a company‟s chairman may buy clothes, accessories, accessories, and other products and services that th at suit his lifestyle. The financial condition of an individual such as his disposable his income, savings, his ability to buy costly products and services on installments and bear the interest rates, etc. will have significant influence on his buying behavior. beh avior. Lifestyle: -

An individual‟s way of leading his life will determine his lifestyle. Factors such as work life, interests, social groups, etc. influence the lifestyle of an individual. Psychological Factors: -

Psychological factors that influence consumer buyer behavior are motivation, perception, attitude and learning. Motivation: -

A motive is a strong urge that drives a person‟s activities towards unfulfilled needs and wants. Consumers are influenced by a motive or a set of motives when they have unfulfilled needs. Needs are the motivational elements behind the purchasing behavior of the customers. One of the most widely known theory, hierarchy of needs, was proposed by Abraham Maslow explains why people are driven by particular needs at a particular times. According to Maslow needs are classified as shown in the following hierarchy. (a) Physiological needs (b) Security needs (c) Social needs and esteem needs (d) Self-actualization needs.


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Consumers tend to satisfy their needs on the basis of the intensity or requirement of the needs. For example, physiological need is the most basic need and hence, an individual would satisfy it first. Satisfaction of one need leads to emergence of higher level unfulfilled needs. Needs are general in nature but wants arise out of the desire to fulfill the needs in a specific way. For example, food can be classified as a need but eating a particular dish or at a particular food joint are a want. Wants that are conditioned by certain motives are known as buying motives. Marketers must work to create these wants in the customers and and target/ position their product in such a way as to invoke desire in the customer to fulfill these wants. wants.

Perceptions:

Perception is defined as the process by which an individual selects, organizes and interprets stimuli into meaningful thoughts and pictures. Customers base their perception on their needs, wants, past experiences and something that they consider to be true. For example, a subscriber/ reader who read a particular newspaper or journal might perceive it to give the true picture of the happenings around him. Perceptions of a person are affected by many factors like reality, sense, risk, etc. •

Customers perceive their environment through the sense of touch, smell, hearing, etc.

•

Customer‟s buying decisions are also influenced by the risk factor involved. For example,

does the customer perceive the product to be safe, does he find it worth in spending the time shopping, and does he think that the price is worth the amount amoun t paid for? Marketers can address these problems though appropriate m arketing communication strategies. •

Understanding the customer‟s perception helps the marketer position their product their product better

than that of the competitors, it helps them develop the right store image, product quality, price, distribution channel etc. Hence marketers must make an effort to understand the perceptions of the customers and adjust their marketing mix accordingly. Beliefs and Attitude:

A belief is a descriptive image or thought that an individual holds about something. People acquire beliefs and attitudes through experience as well as learning. The beliefs and attitudes held by people, in turn, influence their buying behavior. A person‟s attitude is a set of his feelings and the way in which he reacts to a given idea or thought. Attitudes can be positive, negative or neutral. Customer attitudes are based on their PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN

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past experiences with the products and through their interaction and relationship with their respective reference groups. Customer‟s attitude can have a major impact on a firm‟s marketing efforts. For example, a customer with a negative attitude towards a company or its product, does not only stop purchasing the product but is likely to influence, by appealing, his reference group to refrain from buying the same.


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CHAPTER-4 DATA ANALYSIS AND INTERPRETATION


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DATA ANALYSIS AND INTERPRETATION 4.1 Builders:

1. How did you get to know about Havells wires? TABLE 4.1.1 showing awareness of Havells products

RESPONSE

NO: OF RESPONDENTS

PERCENTAGE

VALID %

CUMULATIVE %

PEERS

5

16.7

16.7

16.7

MEDIA

1

3.3

3.3

20

24

80

80

100

OTHERS

0

0

0

TOTAL

30

100

100

SALES PEOPLE

Source: field study

Awareness 16.7 3.3

peers media

80

sales people

Figure 4.1.2 Awareness of Havells products

FINDING:

The figure reflects that, 80% of the respondents were aware of the product through sales people. 16.7 % from the peers and 3.3 % through media. INFERENCE:

The above findings reveal that majority of the end users get to know about Havells through salespersons.


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2. What is your opinion about the quality of Havells wires? TABLE 4.2.1 showing q uality of Havells wire RESPONSE

NO: OF RESPONDENTS

VERY

5

GOOD

PERCENTAGE

VALID

CUMULATIVE

%

%

16.7

16.7

16.7

GOOD

17

56.7

56.6

73.4

AVERAGE

5

16.7

16.7

90.1

POOR

2

6.7

6.7

96.8

VERY BAD

1

3.3

3.3

100

TOTAL

30

100

100

Source: field study

QUALITY 56.7

60

% ) ( 50 s t n e 40 d n o p30 s e R20 f o . o 10 N

16.7

16.7 6.7

3.3

0

VERY GOOD

G O OD

AVERAGE

POOR

VERY BAD

Figure 4.2.2 Quality of Havells wires

FINDING:

From the above figure, it is clear that 56.7% of the respondents feel that the quality of havells wires is good and 16.7% of them feels that the quality is very good as well as average. 6.7% feels that the quality is poor while 3.3 % of them stated it to be of very bad quality. INFERENCE:

The above findings reveal that majority of the respondents have a good perception about the quality of Havells wires.


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mone y back to you? 3. Do you feel Havells wires provide money Table 4.3.1 showing Money

back value of Havells wires

RESPONSE RESPONDENTS PERCENTAGE

VALID

CUMULATIVE

%

%

YES

25

83.3

83.3

83.3

NO

3

10

10

94.3

CANT SAY

2

6.7

6.7

100

TOTAL

30

100

100

Source: field study

Money back value 90 ) 80 % ( 70 s t n60 e d50 n o p40 s e r 30 f o 20 o n10 0

83.3

Yes

10

6.7

No

Cant say

Figure 4.3.2 Money back value of Havells wires FINDING:

The above figure reflects, that 83.3% of respondents feels that Havells wires provide money back value to them. 10% feels it doesn‟t, while 6.7% of them were not sure of it. INFERENCE:

The above findings reveal that majority of the respondents feels that Havells wires provide value for their money.


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4. What do you think about the price of Havells wires? Table 4.4.1 showing price of Havells wires RESPONSE RESPONDENTS PERCENTAGE

VERY

VALID

CUMULATIVE

%

%

9

30

30

30

HIGH

10

33.3

33.3

63.3

NORMAL

10

33.3

33.3

96.6

LOW

1

3.4

3.4

100

VERY LOW

0

0

0

TOTAL

30

100

100

HIGH

Source: field study

Price 35 s t 30 n e d25 n o p20 s e 15 e r f 10 o o n 5 0

30

33.3

33.3

3.4 Very high

High

Normal

Low

0 Very low

Figure 4.4.2 Price of Havells wires

FINDING:

The above figure reflects that 33.3% feel that Hav ells wires are highly as well as normally priced. 30% responses that Havells wires wires are very highly priced priced and 3.4% feels that the wires are low priced. INFERENCE:

The above findings reveal there a mixed response regarding the price of Havells Hav ells wires. PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN

Page 26


5. In your opinion brand image of Havells wires is Table 4.5.1 showing Brand image of Havells wires

RESPONSE

VERY

NO: OF

PERCENTAGE

RESPONDENTS

VALID

CUMULATIVE

%

%

10

33.4

33.4

33.4

GOOD

15

50

50

83.4

AVERAGE

3

10

10

93.4

BAD

2

6.6

6.6

100

TOTAL

30

100

100

GOOD

Source: field study

brand image no of 50 respondents 40

50 33.4

30 20 10 0

10

VERY GOOD

GOOD

AVERAGE

6.6

BAD

Figure 4.5.2 Brand image of Havells wires FINDING:

The above figure reflects that 50% feel that Havel ls wires have a good brand image. 33.4% responses that Havells wires wires have a very good brand image .10% feel that the wires have an average brand image and 6.6% felt that havells wires have a bad brand image. INFERENCE:

The above findings reveal that Havells wires have a good brand image in the minds of end users. PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN

Page 27


6. What is your opinion about the company‟s service towards you? Table 4.6.1 showing Company‟s service

RESPONSE

NO: OF RESPONDENTS

VERY

PERCENTAGE

VALID

CUMULATIVE

%

%

18

60

60

60

GOOD

8

26.7

26.7

86.7

AVERAGE

1

3.3

3.3

90

POOR

3

10

10

100

TOTAL

30

100

100

GOOD

Source: field study

70 N o o f

R 60 e 50 s n 40 p t o 30 s n 20 d 10 e 0

60

Company Service 26.7 10 3.3

Very good

Good

Average

Poor

Figure 4.6.2- COMPANY SERVICE

FINDING:

The above figure depicts that 60% of the responses think that the company service is very good and for 26.7% the company service is good. 3.3% ponders that the service of the company is average, while 10%agree that the service is poor. INFERENCE:

The above findings reveal that Havells wires have a very good company service.


Page 28


7. What is your opinion about the company‟s schemes and policies? Table 4.1.7.1 showing Company‟s schemes and policies

NO: OF

RESPONSE

RESPONDENTS

PERCENTAGE

VALID

CUMULATIVE

%

%

Very good

10

33.3

33.3

33.3

Good

15

50

50

83.3

Average

4

13.4

13.4

96.7

Poor

1

3.3

3.3

100

TOTAL

30

100

100

Source: field study

60 ) 50 % ( s t n e 40 d n o 30 p s e r f 20 o o 10 N

50 company schemes and policies 33.3

13.4 3.3

0 Very good

Good

Average

Poor

Figure 4.1.7.2 Company‟s schemes and policies

FINDING:

The above figure reveals that 50% of the respondents feel that the company‟s schemes and policies are good while, 33.3% feel it to be very good. 13.4% of the respondents feel that schemes and policies are average and 3.3% found it to be poor. INFERENCE:

The above findings reveal that majority of the respondents feel that the schemes and policies of Havells Company are good.


Page 29


8. What is your opinion about eco-friendliness eco -friendliness properties of Havells wires? Table 4.1.8.1 Eco-friendliness of Havells wires

RESPONSE

NO: OF RESPONDENTS

PERCENTAGE

VALID %

CUMULATIVE %

16

53.3

53.3

53.3

GOOD

11

36.7

36.7

90

AVERAGE

3

10

10

100

POOR

0

0

0

VERY BAD

0

0

0

TOTAL

30

100

100

VERY GOOD

Source: field study

Eco-friendliness ) 60 % ( 50 s t n40 e d n30 o p20 s e r f 10 o o 0 N

53.3 36.7

10

VERY GOOD

GOOD

AVERAGE

0

0

POOR

VERY BAD

Figure 4.1.8.2 Eco-friendliness of Havells wires

FINDING:

The above figure depicts that 53.3% of the respondents feel that eco-friendliness of Havells wires are very good, while 36.7% 36.7 % agrees it to be good. For 10% eco-friendliness is poor. INFERENCE:

The above findings reveal that majority of the respondents feel satisfied with eco friendliness properties of Havells wires.


Page 30


9. What is your opinion about the Sales promotions for Havells wires? Table 4.1.9.1.showing Sales promotion of Havells wires

RESPONSE

NO OF

CUMULATIVE

PERCENTAGE

VALID %

4

13.3

13.3

13.3

GOOD

21

70

70

83.3

AVERAGE

3

10

10

93.3

POOR

2

6.7

6.7

100

VERY BAD

0

0

0

TOTAL

30

100

100

RESPONDENTS

VERY

%

GOOD

Source: field study

Sales promotion ) 80 % ( s t n60 e d n o 40 p s e r f 20 o o N

70

13.3

10

6.7

0

VERY GOOD

GOOD

AVERAGE

POOR

0 VERY BAD

Figure 4.1.9.2 Sales promotion of Havells wires

FINDING:

The above figure shows that 70% of o f the respondents think that the sales promotions of Havells are good.13.3% feels that it is very good, 10% considers to be average and for 6.7% it is poor. INFERENCE:


Page 31


The above findings reveal that majority of the respondents have a good impression regarding sales promotions of Havells wires.

10.How many projects have you undertaken presently? Table 4.1.10.1 showing Undergoing projects of customers(builders)

RESPONSE

NO: OF RESPONDENTS

PERCENTAGE

VALID %

CUMULATIVE %

Less than 5

18

60

60

60

Less than 10

6

20

20

80

Less than 15

3

10

10

90

Less than 20

2

6.7

6.7

96.7

More than 20

1

3.3

3.3

100

TOTAL

30

100

100

Source: field study

Undergoing projects 70

) 60 % ( s t 50 n d n40 o p s 30 e r f 20 o o 10 N

60

20 10

6.7

3.3

0

Less Less than than 5 Less Less than than 10 Less Less than than 15 Less Less than than 20 More than than 20 Figure 4.1.10.2 Undergoing projects of customers(builders)

FINDING:

From the above figure, 60% of respondents undertake less than 5 projects, 20% und ertake less than 10 projects, 10% undertake less than 15 projects, 6.7% undertake less than 20 projects and 3.3% undertake more than 20 projects. INFERENCE:


Page 32


The above findings tell that majority of the respondents (builders) have currently less than 5 projects, which indicate that there is a large potential for marketing activities for Havells.

4.2 TRADERS

1. Do you sell Havells wires? Table 4.2.1.1 showing Sales of Havells wires

RESPONSE RESPONDENTS PERCENTAGE

VALID

CUMULATIVE

%

%

YES

17

85

85

85

NO

3

15

15

100

TOTAL

20

100

100

Source: field study

Sales

NO, 15 YES, 85

Figure 4.2.1.2 Sales of Havells wires

FINDING:

The above figure depicts that 85% of dealers sells Havells wires and 15% doesn‟t. INFERENCE: PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN

Page 33


The above findings reveal that majority of the respondents sells Havells wires.

2. How many brands of wires do you sell? s ell? Table 4.2.2.1 showing No of brands sold by the dealers

RESPONSE

NO: OF RESPONDENTS

PERCENTAGE

VALID %

CUMULATIVE %

ONE

1

5

5

5

TWO

2

10

10

15

THREE

7

35

35

50

10

50

50

100

20

100

100

MORE THAN THREE

TOTAL

Source: field study

Brands of wires ) 60 % ( 50 s t n e 40 d n o 30 p s e r 20 f o o 10 N

50 35

5

10

0

ONE

T WO

THREE

MORE THAN THREE

dealers Figure 4.2.2.2 No of brands sold by the dealers

FINDING:

The above figure depicts that 50% of o f the dealers sell more than three brands b rands of wires, 35% sell three brands of wires, 10% of them sell s ell two brand of wires and 5% of them sell only a single brand of wire PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN

Page 34


. INFERENCE: The above findings reveal that majority of the respondents sells more than 3 brands of wires. 3. Which brand of wires is frequently sold at your coun ters? Table 4.2.3.1 showing sales of different brands

RESPONSE

NO: OF RESPONDENTS

PERCENTAGE

VALID %

CUMULATIVE %

HAVELLS

9

45

45

45

FINOLEX

8

40

40

85

ATC

1

5

5

90

1

5

5

95

R.R

1

5

5

100

TOTAL

20

100

100

V-GUARD

Source: field study

SALES OF DIFFERENT BRANDS 50

45

) % ( 40 s t n e d30 n o p s 20 e r f o o 10 N

40

5

5

5

ATC

V-GUARD

R.R

0 HAVELLS

FINOLEX

Figure 4.2.3.2 sales of different brands

FINDING:

The above figure depicts that 45% of respondents sell Havells as their major brand of wire, 40% sell Finolex wires, and 5% each sell ATC, V-Guard and R.R wires respectivel y.


Page 35


INFERENCE:

The above findings reveal that majority of the respondents sells Havells wires.

4. What do you feel about the service of Havells? Table 4.2.4.1 showing Service of Havells.

RESPONSE

NO: OF RESPONDENTS

VERY

PERCENTAGE

VALID

CUMULATIVE

%

%

2

10

10

10

GOOD

15

75

75

85

AVERAGE

1

5

5

90

POOR

1

5

5

95

VERY BAD

1

5

5

100

TOTAL

20

100

100

GOOD

Source: field study

Service ) 80 % ( s 60 t n e d n40 o p s e r 20 f o o N 0

75

10 Very good

5 Good

average

5

5

poor

Very bad

Figure 4.2.4.2 Service of Havells.

FINDING:

The above figure reveals that 75% of the respondents feel that the service of Havells is good, 10% felt to be very good while 5% each felt average, poor and very bad respectively. INFERENCE:


Page 36


The above findings reveal that majority of the respondents are satisfied and feel good with the service of Havells.

5. Do you agree that the price of Havells wires is competitive? Table 4.2.5.1 showing Price competitiveness competitiveness of Havells wires.

VALID

CUMULATIVE

%

%

0

0

0

1

5

5

5

17

85

85

90

STRONGLY DISAGREE

1

5

5

95

CANT SAY

1

5

5

100

TOTAL

20

100

100

RESPONSE

RESPONDENTS

PERCENTAGE

0

STRONGLY AGREE AGREE DISAGREE

Source: field study

Competitiveness ) 100 % ( 80 s t n 60 e d 40 n o 20 p s 0 e r f o o N

85

0

5

Stongly agree

Agree

Disagree

5

5

Strongly disagree

Cant say

Figure 4.2.5.2 Price competitiveness of Havells wires.

FINDING:

The above graph shows that 85% 8 5% of the respondents disagree that the price of Havells wires are competitive. 5% of respondents agree at the same time strongly disagree. Rest of the 5% couldn‟t say any opinion.


Page 37


INFERENCE:

The above findings reveal that majority of the respondents feels that the price of Havells wires is not competitive. 6. How effective is the promotional activities of Havells company? Table 4.2.6.1 showing the effectiveness of sales promotion of Havells wires RESPONSE

RESPONDENTS

PERCENTAGE

VALID %

CUMULATIVE %

VERY GOOD

1

5

5

5

GOOD

17

85

85

90

2

10

10

100

0

0

0

VERY BAD

0

0

0

TOTAL

20

100

100

AVERAGE

POOR

Source: field study

Sales Promotion ) 100 % ( 80 s t n e d 60 n o p 40 s e r f 20 o o N 0

85

5 Very good

Good

10

0

0

Average

Poor

Very bad

Figure 4.2.6.2 Effectiveness of sales promotion of Havells wires

FINDING:

The above figure shows that 85% of respondents feel good about the sales promotions of Havells, 10% think its average while 5% feel it is very good.


Page 38


INFERENCE:

The above findings reveal that majority of the respondents feels that the sales promotion of Havells wires is good and helps to boost their business. 7. What type of products do you want to sell? Table 4.2.7.1 showing the type t ype of products sold by traders RESPONSE

RESPONDENTS

PERCENTAGE

VALID %

CUMULATIVE %

QUALITY

17

85

85

85

GUARANTEE

3

15

15

100

TOTAL

20

100

100

Source: field study

SALES 90 80

) 70 % ( s t 60 n e d50 n o p40 s e r f 30 o o N20

85

10

15

0 QUALITY

GUARANTEE

Figure 4.2.7.2 Type of prod ucts sold by traders

FINDING:

The above figure reveals that 85% of o f the respondents want to sell quality products while 15% of them want to sell guarantee products.


Page 39


INFERENCE:

The above findings reveal that majority of the respondents wants to sell quality product as they it will help in the goodwill of their business. 8. What is your opinion about the availability av ailability of Havells wires in the market? Table 4.2.8.1 showing availability availability of Havells wires

RESPONSE

VALID

CUMULATIVE

%

%

90

90

90

2

10

10

100

0

0

0

20

100

100

RESPONDENTS

PERCENTAGE

18

ALWAYS AVAILABLE OCCASIONALLY AVAILABLE ALWAYS UNAVAILABLE TOTAL

Source: field study

Availability 100 90 ) 80 % ( s t 70 n e 60 d n o 50 p s e r 40 f 30 o o N 20 10 0

90

10 0 Alwa Always ys avai vailab lable

Occa Occasi sio onall nally y av avail ailable able

Alwa ways ys una unavai vailabl able

Figure 4.2.8.2 availability of Havells wires

FINDING:

The above figure represents that 90% of the respondent‟s view that Havells wires are always available while 10% think the wires are occasionally available.


Page 40


INFERENCE:

The above findings reveal that majority of the respondents tell that Havells wires are always available. 9. Whom do you get most of your orders from? Table 4.2.9.1 showing source of bulk orders VALID

CUMULATIVE

%

%

45

45

45

10

50

50

95

OTHERS

1

5

5

100

TOTAL

20

100

100

RESPONSE

RESPONDENTS

PERCENTAGE

CONTRACTORS

9

BUILDERS

Source: field study

Customers ) 60 % ( 50 s t n e 40 d n o 30 p s e r 20 f o 10 o N

50

45

5

0

Contractors

Builders

Others

Figure 4.2.9.2 source of bulk orders

FINDING:

The above figure tells that 50% of the respondents say their major customers are builders, 45% are contractors and 5% others (like individua ls, homes etc.) INFERENCE:


Page 41


The above findings reveal that majority of the respondents avail most of their bulk orders from the builders.

10. Generally which kinds of payment modes are followed in your counter for bulk orders?

Table 4.2.10.1 showing payment pa yment modes of the customers of traders CUMULATIVE

RESPONSE

RESPONDENTS

PERCENTAGE

VALID %

CASH DOWN

1

5

5

5

CREDIT

19

95

95

100

TOTAL

20

100

100

%

Source: field study

Payment modes 95

100 90 ) 80 % ( 70 s t n e 60 d n o 50 p s e r 40 f o 30 o N 20

5

10 0

CASH DOWN

CREDIT

Figure 4.2.10.2 Payment modes of the customers of traders FINDING:

The above figure tells that 95% of the respondents provide credit facility to their customers and 5% provide cash down payments. PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN

Page 42


INFERENCE:

The above findings reveal that majority of the customers of the dealers avail credit for most of their bulk orders.

11. How long will the settlement are made? Table 4.2.11.1 showing duration of settlement RESPONSE

WITHIN I MONTH LESS THAN 2 MONTHS MORE THAN 2 MONTHS TOTAL

VALID

CUMULATIVE

%

%

10

10

10

17

85

85

95

1

5

5

100

20

100

100

RESPONDENTS

PERCENTAGE

2

Source: field study

Duration of settlement ) 100 % ( 80 s t n 60 e d 40 n o p 20 s e r 0 f o o N

85

10

5

WITHIN I MONTH

LESS THAN 2 MONTHS

MORE THAN 2 MONTHS

Figure 4.2.11.2 Duration of settlement

FINDING:


Page 43


The above figure reveals that 85% of the respondents tell that with less than2 months the settlements are made by the customers. 10% tell that within 1 month the settlements are made and 5% say it takes more than 2 months to settle payments. INFERENCE:

The above findings reveal that it takes less than two months to settle the bills of credit purchases from the traders.

4.3CHI 4.3 CHI SQUARE ANALYSIS TO FIND THE ASSOCIATION BETWEEN THE PURCHASE PREFERENCE OF THE RESPONDENTS AND BRAND IMAGE IN HAVELLS INDIA PVT LTD.

Null Hypothesis (H0)

There is a significant difference between purchase p reference of the respondents and brand image.

Alternative Hypothesis ( H1)

There is no significant difference between purchase preference of the respondents and brand image.

FORMULA:2

χ

=

2

∑ (Oi -Ei ) / Ei

Where, O = Observed Frequency


Page 44


E = Expected Frequency = Row Total x Column Total Grand Total

i = 1, 2, 3………n

Observed Count

Table No.: 4.3.1 showing results of observed count Purchase Preference SL NO.

Brand Image

1

TOTAL

Very Good

Good

Average

Very Bad

Poor

Quality

5

17

5

3

0

30

2

Service

18

8

1

3

0

30

3

Price

0

17

1

1

0

19

4

Sales Promotion

1

17

2

0

0

20

5

Ecofriendly

16

7

3

0

0

26

TOTAL

40

66

12

7

0

125

Source: field study

Chi – Square (Calculation)

Table No. : 4.3.2 showing chi-square calculation


Page 45


2

χ

2

2

O

E

(O-E)

(O-E) / E

30

9.6

416.16

43.35

30

15.84

200.50

1.29

19

1.824

295.04

161.74

20

1.12

356.45

318.26

26

0

676

0

2

= ∑(O - E) / E = 524.64

Degrees of Freedom = (5 - 1)*(5 1 )*(5 - 1) = 16 2

Tabulated Value for χ for χ for 16 degree of freedom @ 5% level of Significance is 26.296

Calculated Value > Tabulated Value Therefore HO is rejected.

INFERENCE

There is no significant association between purchase preference of the respondents and brand image.


Page 46


CHAPTER 5 FINDINGS AND SUGGESTIONS


Page 47


5.1 FINDINGS This study aimed at exploring Importance of purchase decision and brand image. The study attempted to examine how various factors like quality, price etc. affect purchase decision and brand image.

5.1.1BUILDERS 

80% of the respondents agree that they came to know about Havells through sales people.



Majority of the respondents agree that the quality of Havells wires is good.



83.3% feels that Havells wires provide money back value to them.



Majority of the respondents feels that the price of Havells wires is high, but compensate its quality.



Most of the respondents feels that Havells wires have a good brand image



More than 60% of the respondents are satisfied with the company‟s service response.



Majority of the respondents feels that company‟s schemes and policies are good.



53.3% of the respondents feel good about the eco-friendliness properties.



70% thinks that the sales promotions of Havells are good.



Majority of the builders undertake 5-10 projects currently. This indicates that the company has a huge potential for bulk purchase if their campaigning marks the point.

5.1.2TRADERS 

85% of the dealers sell Havells wires.


Page 48




The majority of the dealers sell 3-4 brands of wires. Periodical sales tracking of the competing brand through these dealers helps to understand the current market standing of the company.



At the current area of study, the most favoured brand is Havells , followed by Finolex.



Most of the respondents are satisfied with the current level of compan y service.



85% of the respondents think that the price of Havells wires is not competitive.



85% of dealers feel good about the current promotional strategies of Havells and think it boosts their business.



Majority of the traders wants to sell quality products rather than guarantee products.



90% of the respondents agree that Havells wires are always available in market and the company never gave them a chance to wait or switch over to another brand due to unavailability of stocks.



50% of the traders tell that they get most of o f their bulk orders from builders.



95% of the purchases are made on credit from the dealers by b y the bulk purchasers.



85% of the respondents state, it takes less than two months to settle their bills on credit purchases.

Finally on performing the Chi-square analysis, it was found that there exists no relationship between purchase decision and brand image with respect to Havells wires.

5.2 SUGGESTIONS

1. More local/ regional advertisements should be there to make people aware about Havells and its products. 2. Business development officers should contact builders and architects on a regular basis. 3. More flexible discount schemes should be provided 4. Product catalogues and price lists should be provided to the customers on regular basis. 5. Increase the percentage rate of ADJUSTMENT POLICY. Or start guarantee.


Page 49


6. Company should further reduce its price. 7. Fulfill all the commitments which are made by company or distributor. 8. If company backs out any scheme, then it should give some time to the retailer. 9.

Provide updated information and knowledge to the retailers about the product.

10. Provide equal price to all the retailers. 11. Company should compromise with dealer according to the circumstances. 12. Company should improve its grievance handling system. 13. They should pay proper attention towards checking of various components of products before end user delivery. Otherwise it tends towards defame of brand name in comparison to rivals.


Page 50


CHAPTER 6 CONCLUSION


Page 51


CONCLUSION The topic of consumer behaviour is one of the massively studied topics by the researchers and marketers in the past and still being studied. The aim of marketing is to meet and satisfy target consumer‟s needs and wants. The field of consumer behavior studies how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. The ultimate objective of any business is to earn profit by satisfying and retaining customers. The marketer should identify and map consumer‟s behavior and then try to develop marketing strategy to satisfy customers and retain them for longer period of time .

My findings were in consonance with the literature. On the other hand, because of the diffuse nature of HRM and ambiguity how to measure purchase decision impact on the tangible results, it was difficult to determine whether marketing factors such as price, quality etc have a significant impact on the project success.


Page 52


CHAPTER 7 BIBLIOGRAPHY


Page 53


BIBLIOGRAPHY 1. Bagozzi, R. & Warsaw, L. (1990) “Trying to Consumer” Journal of Consumer Research 17, (2) pp. 127 – 127 – 140. 140. 2. Backhaus, K. Hillig, T. and Wilken, R. (2007) “Predicting purchase decision with different conjoint analysis methods”, International methods”, International Journal of Market Research Research.. 49(3). Pp. 341-364. 3. Blackwell, R., Miniard, P. and Engel, J. (2006) “Consumer behavior”, Mason: Thompson th

4. Hoyer, W.D. & Macinnis, D.J. (2008) “Consumer Behaviour”, 5 edition, Cengage Learning 5. Kacen. J. J. and Lee. J. A., (2002) “The influence of culture on consumer impulsive impulsive buying behaviour”, Journal of consumer psychology. 12(2), pp. 163-174. 163-174. 6. Neal, C., Quester, P. and Pettigrew, S. (2006) “Consumer Behaviour: Implications for th

Marketing Strategy” (5 edition) Berkshire: McGraw-Hill 7. Saunders,.M., Lewis. P., and Thornhill.A. (2003), Research Method for Business Students, 3rd Edition, Financial Times Prentice 8. Boyd and Stasch (2001), Marketing Research, 3rd Edition, Financial Times Prentice. 9. G. C. Beri (1999), Marketing Research, 4th Edition, Himalaya Publication House. 10. Kothari C. R. (2005) „RESEARCH METHODOLOGY‟ New Age International Limited, Fifth Edition.

WEBSITES 1. http://www.havells.com 2. http://business.mapsofindia.com/india-company/h/havells-india.html 3. http://havellsindia.wordpress.com PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN

Page 54


CHAPTER 8 APPENDICES


Page 55


QUESTIONNAIRE QUESTIONNAIRE FORM: Dear Respondent,

This is Ms. P.A SHERIN AMEER, doing MBA at Mahatma Gandhi University, Kottayam. As part of my academic curriculum, I am doing a project for 2 months at Havells India Pvt Ltd, Cochin. I would be grateful if you could spare some of your precious time to respond to the following questions. Your response would be treated as confidential and will be only used for the purpose of the study.

TRADERS/ DEALERS: 1. Name :

2. Do you sell Havells wires? Yes

No

3. How many brands of wires do you sell? One

Two

Three

More than Three

4. Which brand of wires is frequently sold at your counters? Havells

Finolex

Bondent

v-gaurd

others

5. What do you feel about the service of Havells company ? PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN

Page 56


Very good

Good

Average

Poor

Very bad

6. Do you agree that the price of Havells wires is competitive? Strongly Agree

Agree

Disagree

Strongly Disagree

Cant say

7. How effective is the promotional activities of Havells company? Very good

Good

Average

Poor

Very bad

8. What type of products do you want to sell ? Quality products

Guarantee products

Any others

9. What is your opinion about the availability of Havells wires in the market? Always Available

Occasionally Available

Always

Unvailable 10.Whom 10. Whom do you get most of your orders from? contractors

builders

others

11.Generally 11. Generally which kinds of payment modes are followed in your counter for bulk orders? Cash down payment

credit

both

12.Are 12. Are the cash settlements timely? Yes

no

13.If 13. If no, how long to settle? Within 1 month

less than 2 months


more than 2 months Page 57


CUSTOMERS/ CUSTOMERS/ BUILDERS:

1. Name :

2. How did you get to know about Havells wires? Peers

Media

Sales people

Any others

3. What is your opinion about the quality of Havells wires? Very good

Good

Average

Poor

Very bad

4. Do you feel Havells wires provide money back to you? Yes

No

Can’t Can’t say

5. What do you think about the price of Havells wires? Very High

High

Normal

Low

Very Low

6. In your opinion brand image of Havells wires is --Very good

Good

Average

Bad

7. What is your opinion about the company’s service towards you? Very good

Good

Average


Poor

Very bad Page 58


8. What is your opinion about the company’s schemes and policies? Very good

Good

Average

Poor

Very bad

9. What is your opinion about eco-friendliness properties of Havells wires? Very good

Good

Average

Poor

Very bad

10.What 10. What is your opinion about the Sales promotions for Havells wires?

Very good

Good

Average

Poor

Very bad

11.How 11. How many projects have you undertaken presently? Less than 5

less than 10

less than 15

less than 20

More than 25

12.What 12. What are their stages of construction? Early

half done

nearing completion

13.Reasons 13. Reasons for your preference for Havells wires? Price

Quality

Safety

Brand image


others

Page 59

project report of mba at havells wires

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