Body of the Report

Part -1Organizational

Overview

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1.1 Organization Overview

1.1.1-Profile of the Organization

Originated with tea plantations in 1885, TRANSCOM today is one of the leading and fastest

growing diversified business houses in the country employing over 10000 people. Not many

industrial groups in Bangladesh can claim a history of continuous business pursuits stretching

back over 125 years! Initially tea and later jute formed the backbone of the family business

although these are still part of the activities and contributing marginally to the overall group

turnover. Presently those early industrial ventures have moved over to businesses involving high-

tech manufacturing, international trading and distribution, forming strong ties with a host of blue

chip multinational companies. In recent years, TRANSCOM has emerged as the largest media

house in Bangladesh.

1.1.2- Companies & associates:

Transcom Beverages Ltd.

Transcom Electronics Ltd.

Transcom Cables Ltd.

Transcom Distribution Co. Ltd.

Transcom Foods Ltd.

Transcom Mobile Ltd.

Transcraft Ltd.

Bangladesh Electrical Industries Ltd.

Bangladesh Lamps Ltd.

Eskayef Bangladesh Ltd.

Mediastar Ltd.

Tea & Rubber Farms.

Mediaworld Ltd.

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Reliance Insurance Ltd.

1.1.3- Transcom Electronics Ltd.

Transcom Electronics Ltd (TEL) started its’ operation in 1993 by taking over PHILIPS

electronics and lighting business in Bangladesh. Today, the company is one of the leading

electronics and electrical company in the country, marketing and distributing Consumer lighting,

Consumer electronics, Home Appliances and Professional lighting products from renowned

brands through its extensive distribution and retail network.

Transcom Electronics Ltd (TEL): Transcom Digital

Transcom Digital is the outlet started in the early 2005 through which TEL is retailing products

directly to end consumers in the metro and urban cities. In 2008, the company re-introduced

itself as “Transcom Digital” as a multi brand, multi-category retailer catering for all Electronics,

Appliances and IT products. Today Transcom Digital becomes the original outlet of TEL

responsible for sales and providing all TEL electronic/IT products to their valued customers.

Currently it is successfully running with 47 outlets throughout the country and expects to

increase the total outlet number eventually. Moreover TEL has a strong Corporate Sales Team

under Transcom Digital for direct sales to the corporate clients.

Brands under TRANSCOM Digital:

o Philips

o Samsung

o Whirlpool

o Transtec

o HP

o Nikon

o Olympus

o Philips Avent

o Lenovo

o Symphony

o Sony Ericsson

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Products under TRANSCOM Digital:

o LCD TV

o CRT TV

o DVD Player

o Home Theater System

o Refrigerator

o Freezer

o Microwave Oven

o Washing Machine

o Air Conditioners

o Domestic Appliances like, Iron, Toaster, Blender, Rice Cooker, Food Processor, Juicer,

Mixer, etc.

o Beauty Care Products like, Hair Dryer, Hair Styler, Electric Shaver, Hair Trimmer, etc.

o Laptop, Printer & IT Products

o Digital Camera

o Mobile Phone

o Light & Socket

o Accessories

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Electronics & Appliances Distribution

Through the Electronics & Appliances Distribution Consumer Electronics, Home & Domestic

Appliances from global brands such as Samsung, Philips, Whirlpool and home brand Transtec

are sold throughout the country via a nationwide dealer network. Currently there are about 165

electronics dealers covered under this network through which Transcom Digital is retailing the

following Electronics & Appliances:

SAMSUNG

Television

Audio/ Video Products

Refrigerator/Freezer

Washing Machine

Microwave oven

TRANSTEC

Television



Air conditioner

Domestic Appliances

Whirlpool


Air conditioner

Washing Machine

Microwave oven

PHILIPS

Television


Lighting & Electrical Distribution:

In 2002 Transtec has officially come into the world of lighting business with tube lights and

started marketing lighting products nationwide. In 2003 Trasntec GLS was introduced in the

market. At that time Transtec GLS was available only up to 100 W clear but gradually it started

producing GLS lamp in Bangladesh Lamps Ltd (BLL) with various wattage ranges. Now,

Transtec GLS is available in 25W clear, 40W clear, 60W clear, 100W clear, 200W clear and

Luster clear, Luster Blue, Luster Green, Luster Red, Luster Yellow. All the wattage ranges

ensure 1000 hrs (min) lifetime. High Quality Filament delivers proper wattage & brighter light

and Fuse wire ensures safety of the system. Transtec Tube Light was available since 2002 in the

market with 18 W and 36 W product range .To make a brighter light, Phosphor coating & Argon

gas is used. The quantity of hazardous substance (e.g. mercury) in the tube light is controlled, so

it is more environments friendly. Transtec Starter was in the market in 2003.

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In 2005 TEL has added a new product range in lighting portfolio as Transtec CFL (Compact

Florescent lamp). After initial years of import, since the end of 2007 Transtec CFL is being

produced at BLL and captured substantial market share through its product superiority. It has a

wide wattage range, classified in Premium and Classic category with pin and screw type holders

like: 8W, 11W, 15W, 23W, 26W, 30W. Considering the consumer benefit the product has been

developed to illuminate even at low voltage as 110 volts. It has built in short circuit & over

voltage protection feature & 8000 hrs (min) lifetime.

Since 2005 TEL is also into the business of tube light ballast with Transtec Magnetic Ballast

which gradually converted into Transtec Electronic Ballast and started its own ballast

production at Bangladesh Electrical Industries Ltd (BEIL) in 2009. Having high power factor

(0.9), Transtec Electronic Ballast saves 30% of electrical energy. It can switch on the tube light

at low voltage (even at 50 volts) and keeps the light output constant even at voltage

fluctuation.TEL also has a strong and experienced project team handling PHILIPS professional

lighting projects. Currently there are about 17,000 electrical outlets and 90,000 grocery outlets

covered under the network.

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Transtec: Marketing Mixes

Products:

Transtec CLF (Premium & Classic): 80 % less electricity consumption

Voltage range: 150-250 V

Lifetime 8000 hours (minimum)

Ensures brighter & proper light

Has built in short circuit & over voltage protection

Transtec Tube Light

Phosphor coating & Argon gas for brighter light

The quality of hazardous substance (e.g. mercury) is controlled. So, more environment

friendly.

Transtec GLS (Clear): 1000 hours lifetime (minimum)

Improved quality filament delivers proper wattage & brighter light

Fuse wire ensures safety of the system

Transtec Electronic Ballast

Saves 30% of electrical energy

Can switch the tube light on at low voltage even at 90 volts

High power factor (0.8)

Keeps the light output constant even at voltage fluctuation

Transtec starter

Attractive size

Durable

Reasonable price

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Prices:

Transtec CLF:

Products Price

Classic CLF 15 W 260




Premium CLF 8 W 275

Premium CLF 12 W 325

Classic CLF 11W 3U 240

Classic CLF 15 W 3U 250

Transtec GLS:

Products Price

25 Watt clear 2840 Watt clear 2860 Watt clear 28100 Watt clear 30200 Watt clear 42

Transtec Tube Light:

Products Price

Classic TL 36 Watt 85Classic TL 18 Watt 85Classic TL 32 Watt 130

Ballast & starter:

Products PriceClassic Electrical Ballast 150

Transtec Starter 10

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Place

Promotion

Event:

1. Seasonal event sponsorship

2. Fair

Public communication:

1. Media communication:

TVC

Press/ Magazines

FM Radio

Mobile

Web/ Internet

2. Public Relation:

Press conference

Press release

Corporate relationship

3. Corporate Social Responsibility:

Donation

Sponsorship of different program

City beautification

Outdoor

1. Traders:

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2. Mass communication

The use of different products:

Normal Bulb

Light (Lumen

) Where to useEquivalen

t CLF

25W 215 Hospital ward, Corridors, Bathroom, Balcony etc. 5 W to 8 W

40 W 415 Restaurants, Bathroom, Reading room, staircases etc. 8W to 11W

60 W 650Reading room, Staircases, Small bedroom, waiting room, Office room

11W to 15W

100 W 1360

Bed room, Kitchen, Dining room, waiting room, shopping mall, saloon, tailor, workshop, department store, car parking etc.

23W to 26W

200 W 3100Precision work, Display purpose, Workshop, Large department store etc.

30W or above

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Survey areas I have covered:

Mohakhali Kajipara Rayer bazaar

Gulshan 1 Baridhara Jatrabari

Gulshan 2 Kalachadpur Shonir aakhra

Uttara Notun Bazaar Shamolly

Nikunjo Badda Aadabor

Farmgate Shahjadpur Sherkhertek

Karwan Bazaar Rampura Mohammodia housing

Kallyanpur Mogbazaar Town hall

Mirpur 1 Khilgaon Krishi market

Mirpur 10 Green road Aajimpur

Mirpur 11 Elephant road Hajaribag

Mirpur 12 Hatirpool Sadarghat

Mirpur 13 Shukrabad

Mirpur 14 New market

Agargaon Dhanmondi

Taltola Jigatola

Sheorapara Shonkor

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Part -2Chapter -1

Introduction of the Report

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2.1Introduction to the Report

2.1.1 -Rationale of the Study

Determining the consumer perception and attitudes and brand awareness towards lighting

category as competitions are higher, preferences and lifestyle is changing day by day especially

in Dhaka city. Consumer choices & preferences carry out implication for the companies to

analyze products and services with the flow of competition. As a student of business

administration I can understand how large companies are engaging their product into the market,

how they are promoting their product initially in the market and eventually making it as a

renowned brand. So the study purpose includes how consumers act regarding different brands

and how much awareness they possess about the brands and products which is a major

determinant of purchasing behavior.

As a student of AIUB it’s my great responsibility to express my practical knowledge what I am

learning in the work area in Transcom Electronics Ltd. and also share my knowledge of

expertise.

2.1.2-Statement of the Problems:

Transtec is one of the newest brands comparing with other lighting products in Bangladeshi

market. To capitalize and compete in the market and to be successful Transcom Electronics Ltd.

has to understand the consumers and the market very well. Dhaka city, consisting of people from

all sorts of income level with different personality and characteristics, describe a highly complex

involvement situation in purchasing lights and brand preference.

The study constructs how to encourage consumers and to meet their expectations, what after-

sales-services, product variations & product features should Transtec undertake and how they

prefer to know about the products and brands in order to build awareness.

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This survey also constructs what influences the customers to purchase and how they react toward

previous experiences and shortcomings.

2.1.3-Scope & Delimitation of the study

The research is conducted in 49 different areas of Dhaka city. Information is collected through

city consumers and Individuals involved in TRANSTEC. With this type of study I can

understand different choices & preferences among a large consumer group and also gather

knowledge about competitors’ products. The deriving factors from past experiences might lead

consumers switching brand and products, which is a prime threat for any organization and the

scope is to identify what satisfies consumers and how such companies like Transtec can change

the purchasing behavior by meeting their expectations. As I am one of the few who has started

working with Transcom Electronics Ltd., so I had a great opportunity to show my potentiality on

this field of area.

Respondent categories: Consumers consisting businessman, service holders, students and

housewives.

Delimitation of the study:

Time duration for this type of study is not enough for me and this is a major delimitation

for this report.

Biased information of the respondents may also be the factor in this research. Because the

respondent may have different perception or biasness by other competitors or from

secondary sources.

There is another factor to be mentioned that the respondents and company employees are

very busy with their work and it is very difficult to get enough time from them and

collect information.

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2.1.4-Objective of the Study

Broad

Identifying present state of brand preferences in lighting category.

Identifying Brand awareness throughout the market and market competition.

Specific

Find out the factors influencing consumer preferences.

Find out different perceptions and attitude toward TRANSTEC.

Identifying expectations toward TRANSTEC.

Locating the positioning of the brand that dominates mostly in advertising.

Measuring consumer perceptions and attitudes toward “promotional activities for lighting

category”.

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2.1.5-Methodology of the Study

My study provides information to use in analyzing a situation. Usually exploratory research is

conducted with the expectations that subsequent research will be required to provide conclusive

evidence. It is serious mistake to rush into detailed surveys before less expensive and more

readily available sources of information have been exhausted. I have done this research to help

Transcom Electronics Ltd. for understanding the brand awareness and consumer perceptions.

The survey research is performed with the respondents by door-to-door interview method where

respondents went through a questionnaire. I have constructed a very specific questionnaire with

flexibility to make it unbiased and the survey questionnaire is structured by both ‘open-ended’

and ‘close-ended’. In this research a convenience sampling method is applied and judgmental

sampling application is considered in some specific conditions. The collected information is

presented in a graphical percentage manner but in standard editing and coding system. For

conducting the research I have taken 300 respondents as sample size.

Sources of data:

This report contains both primary and secondary sources of data.

Primary Sources of data

Personal interview with the different level of consumers from different places. I have

gradually asked them questions.

Secondary Sources of data

The theoretical development of the report has done collecting information from various

publications. The secondary sources are given bellow:

i. Different articles and news journals.(from web sites) including company web.

ii. Different text Books

iii. Executives of Transcom Electronics Ltd.

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Chapter -2

Findings of the Study

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Consumer preferences on product selection:

2.2.1-Individuals responsible for buying lighting products in your family:

Particulars Percentage

Self 41.08

Home owner 17.16

Housewife 11.06

Some other server 13.32

Housekeepers 16.03

Others 1.35

Total size 100.00

2.2.2-Major considerations while purchasing lighting products:

Particulars percentage

Experience of particular brand usage for a long time 45.48

Direct influence by the seller 21.52

Influenced by someone familiar 8.31

Influenced by advertisement 17.60

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In-store arrangements of particular brands/ products 7.09

Total 100.00

2.2.3-Brand loyalty measurement; general view:


Yes 56.67

No 43.33

Total 100.00

2.2.4-Loyalty according to brands:

Brands percentage

PHILIPS 38.17

TRANSTEC 21.17

SUPERSTAR 5.73

OSAKA 5.34

ENERGYPACK 21.37

HRC 6.88

OTHER BRANDS 1.14

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Total 100.00

2.2.5-Brand preferences of “switching consumers”:

Brands percentage

PHILIPS 26.32

TRANSTEC 15.44

SUPERSTAR 13.33

OSAKA 9.12

ENERGYPACK 23.16

HRC 9.82

OTHER BRANDS 2.81

Total 100.00

2.2.6-Foundations constructing product preferences:


Brand awareness 19.41

Comparatively low price 16.25

Durability 30.42

Guarantee/warrantee 13.63

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Brightness 20.11

Others 0.18

Total 100.00

Perceptions & attitudes toward “Transtec”:

2.2.7-Brand awareness of ‘Transtec’:

Awareness Percentage

Familiar 75.00

Unfamiliar 25.00

Total 100.00

2.2.8-Product awareness of ‘Transtec’:


Only Electronics 35.67

Only Lightings 32.33

Both Electronics & Lightings 12.67

No Idea 19.33

Total 100.00

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2.2.9- Consumer preference of Transtec lights:

Products percentage

A. CLF (Energy saving lamp) 48.02

B. Tube Light 25.40

C. GLS (Bulb) 12.70

D. Ballast 6.75

E. Starter 5.15

F. Option A,B & C 1.98

Total 100.00

2.2.10- Consumer awareness on features:


Totally 20.00

Moderately 65.72

No Ideas at all 14.28

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Total 100.00

2.2.11-Consumer perceptions on features of TRANSTEC lights:

Features percentage

A. Brightness 18.60

B. Durability 25.21

C. Energy saving 25.21

D. Can be used in low voltage 23.96

E. All of them 7.02

Total 100.00

2.2.12-Consumer confidence toward product features of TRANSTEC:

Features Confidence toward features

A. Brightness 16.93

B. Durability 27.17

C. Energy saving 27.56

D. Can be used in low voltage 19.69

E. Proper supply of products in the market 5.12

F. Accurate price 2.75

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G. After-sales-service 0.78

Total 100.00

2.2.13-Disstaisfaction & shortcomings measurement:

Ever been dissatisfied? percentage

Yes 25.29

No 84.71

Total 100.00

2.2.14-Disappointing Features

Features percentage

A. Lack of brightness 18.92

B. No Durability 8.10

C. Not Energy saving 2.71

D. Cannot be used in low voltage 0.00

E. Low supply of products in the market 2.71

F. No supply in variation according to demand 18.91

G. Inappropriate price 29.73

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H. No after-sales-service 18.92

Total 100.00

2.2.15-Expectations on after-sales-service:

Expectations Percentage

Establishment of new product as if products

damage

66.67

Service in setting up lights to households 23.58

Others 9.75

Total 100.00

Consumer preferences on advertising:

2.2.16- Is it important to have advertising in promoting lighting brands?

Opinion percentage

Definitely 69.64

Moderately 27.06

No need 3.30

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Total 100.00

2.2.17- Can you recall any advertisements on lighting?

Particulars percentage

Yes 64.14

No 5.59

Can’t recall now 30.27

Total 100.00

2.2.18-Which types of advertisements can you recall?

Media percentage

TVC 38.61

Radio 1.34

Newspaper/ Magazines 5.64

Billboards 23.05

Leaflets distribution 0.26

Poster on roads 0.54

Store signboard 17.15

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Indoor arrangements (Poster/Sticker/Banner) 1.88

In-store arrangements of particular brands/

products

3.48

Wall- writing 2.69

Bus Branding 5.36

Others 0.00

Total 100.00

2.2.19- Choose the brand advertisement you recall.

Brands percentagePHILIPS 43.31

TRANSTEC 18.02

SUPERSTAR 15.12

OSAKA 14.84

ENERGYPACK 7.55

HRC 1.16

OTHER BRANDS 0.00

Total 100.00

2.2.20- Primarily which of the following projections required for

promoting Brand lights?

Media percentageTVC 28.58

Radio 5.20

Newspaper/ Magazines 12.12

Billboards 21.35

Leaflets distribution 2.94

Poster on roads 3.96

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Store signboard 13.44

Indoor arrangements (Poster/Sticker/Banner) 3.27

In-store arrangements of particular brands/ products 3.62

Wall- writing 1.46

Bus Branding 3.38

Others 0.68

Total 100.00

Chapter -3

Analysis of the Study

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Consumer preferences on product selection

2.3.1-Individuals responsible for buying lighting products in your family:

Individuals responsible for purchasing lighting products

SelfHome ownerHousewivesSome serverHousekeeperOthers

Analysis:

The respondents about 41% are responsible for purchasing lighting products.

17.16% home owners take the responsibility and 11.06% housewives get the

products by themselves. About 13.32% other sources make the purchase, 16.03%

housekeepers are also responsible for the purchase.

So, the brand awareness and products preferences depend on the above mentioned

consumer categories in Dhaka. So, only particular types of consumers can not be

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segmented & targeted for lighting products. It is better to follow a mass marketing

strategy for the companies like TRANSTEC.

The study shows that, according to the respective individuals who usually purchases

lighting products, ‘Affordability’ might not a concern for purchasing behavior of

lighting products. In this regard, influential factors such as groups, promotion, price,

durability, guarantee/ warrantee, product attributes, brand awareness and

availability etc. might lead a role to motivate them purchase lighting products.

2.3.2-Major considerations while purchasing lighting products:

Major considerations while purchasing lighting products

0

5

10

15

20

25

30

35

40

45

50

Experience of particular brand usage for a long timeDirect influence by the sellerInfluenced by someone familiarInfluenced by adver-tisementIn-store arrangements of particular brands/ products

Analysis:

45.48% consumers said that they select brands and products by their previous

experiences using lighting products which represents that Brand awareness in

lighting industry is a key concern.

The graph indicates that if consumers are going for a trial of a new product, the

maximum satisfaction has to be determined by the producers and have an

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opportunity to influence directly by the sellers because approximately 21.52%

according to the study can be influenced by the sellers.

Only 8.30% of consumers are influenced by someone familiar and 17.60% sales or

awareness can be built by advertisements where as 7.09% consumers prefer to

purchase products by looking after In-store arrangements of brands/ products.

2.3.3-Brand loyalty measurement; general view:

57%

43%

Brand loyalty; general viewYes No

Analysis:

As 57% respondents are loyal to the brands, for a new product, it would be quite

difficult to make them loyal instead marketers can focus on sales promotions,

execute advertisements and so on to encourage them first trial of the new product,

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and then by profiling satisfaction ensuring quality, price, features etc. to make them

repeat purchase.

On the other hand, there is an opportunity to grab 43% of consumers who are not

loyal to any specific brand and are actually willing to purchase new products.

2.3.4-Loyalty according to brands:

Loyalty according to brands0

5

10

15

20

25

30

35

40

45

38.17

21.37

5.73 5.34

21.37

6.88

1.13999999999999

PHILIPS TRANSTEC SUPERSTAR OSAKAENERGYPACK HRC OTHERS

Analysis:

PHILIPS possesses 38.17% loyal consumers, TRANSTEC has 21.37%, SUPERSTAR

5.73%, OSAKA 5.34%, and ENERGYPACK possesses 21.37%, HRC 6.88% of

consumers.

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So the graph shows majority of loyal customers are captured mainly by PHILIPS,

TRANSTEC, and ENERGYPACK which indicates a large number of market share

captured by them.

The companies are continuously fighting with each other to capture large portion of

market share by various marketing activities and growing population has created

another opportunity for it as if residents, restaurants, hospitals, and other platforms

are emerging in the city. But at the same time, product quality, competitive price has

to be determined first of all.

2.3.5-Brand preferences of “switching consumers”:

Brand preferences of "switching consumers"

26.32

15.44

13.33

9.12

23.16

9.82

2.81

Chart TitleOTHERS HRC ENERGYPACK OSAKASUPERSTAR TRASTEC PHILIPS

Analysis:

The above sated data is taken from the consumers who are not bound to any

particular brand which means they are not loyal to any brand but still they prefer to

purchase the brands mentioned above.

I have defined this type of consumers as “switching consumers”, The study shows

that most of the switching consumers prefer to purchase PHILIPS and ENERGYPACK

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which approximately is 26.32% and 23.16%. So the main competition is in between

PHILIPS and ENERGYPACK.

But as a new competitor, TRANSTEC has captured 15.44% of the market share

within a short time indicating that TRANSTECs growth in the market is very good.

“Switching consumers” also like to purchase SUPERSTAR, OSAKA, HRC and other

brands at a respective percentage of 13.33%, 9.12%, 9.82 and2.81%.

2.3.6-Foundations constructing product preferences:

2.5

7.5

12.5

17.5

22.5

27.5

32.5

Analysis:

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Maximum number of consumers prefers to buy lighting products by taking into

account that the product is durable no matter which brand it is, how price sensitive

it is. They only choose to buy because the product is durable. The experience of

using a particular brand may be a major determinant of this. I have got 30.42%

consumers who prior to durability of the products.

The purchasing behavior is also derived by brand awareness which is 19.41% and

low price preferring consumers’ fraction is 16.25%. The companies must focus on

building the brand as with ensuring quality.

I have got 20.11% consumers preferring brightness and 13.63% cares for

guarantee/warrantee.

Perceptions and attitude toward TRANSTEC

2.3.7-Brand awareness of ‘TRANSTEC’:

75%

25%

Brand awareness

YesNo

Analysis:

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75% of city consumers are aware of TRANSTEC brand and 25% does not know

about the products or the brand.

According to the market potentials over time, TRANSTEC has a vision to cover these

25% consumers aware about the brand but in that case a lot of promotional

activities might require.

2.3.8-Product awareness of ‘TRANSTEC’:

Only Electronics46%

Only Lightings38%

Both16%

Awareness level

Analysis:

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With respect of 75% consumers who are aware of TRANSTEC brand, the study

indicates a significant percentage of consumers who are aware of TRANSTEC

electronics division. And I have found 38% of consumers are also aware of lighting

products individually. Both TRANSTEC electronics and lighting products are known

to 16% of respective consumers.

This graphical representation stands that the products awareness increases over

time because the awareness of lighting portion is falling a little behind comparing

with the electronics sector.

2.3.9- Consumer preference of TRANSTEC lights:

48.02

25.4

12.7

6.75

5.16

1.97

PreferenceF. Option A,B,C E. Starter D. BallastC. GLS(Bulb) B. Tube Light A. CLF(Energy saving lamp)

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Analysis:

Among all these lighting products CLF (Energy saving lamp) is the most desired

product of TRANSTEC covering 48.02 percent preference.

The next popular segment is TL (Tube Light) and is chosen by 25.4 percent

consumers after CLF. So, CLF (Energy saving lamp) and Tube Light should be

counted as the prime products of TRANSTEC brand.

Other products such as GLS (Bulb), Starter and Ballast has been chosen by 12.7,

5.16, 6.75 percent consumers respectively.

Only 1.97 percent of consumers prefer CLF, TL & GLS at the same glance while

purchasing.

2.3.10- Consumer awareness on features:

Totally Known20%

Moderately Known

66%

No ideas14%

Feature awareness

Analysis:

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The survey took 14 percent of consumers who uses or used TRANSTEC lights do not

know about the features of the products. They only used it and they are not

bothered at all. The brand recognition or trustworthiness toward the brand might

be keeping them purchase the products.

About 20% respondents know all the features regarding the products which mean

they analyze the features or might be using the products for a long time.

Some 66 percent respondents opined they use/used the products and they

moderately know about the features of the products.

To let the consumers know what USP’s are offered by the brand, information

regarding those USP’s must be shared along with the consumers and can be

advertised for further awareness.

2.3.11-Consumer perceptions on features:

Brightness Durability Energy Saving Can be used in low voltage

All of them0

5

10

15

20

25

30

Feature perceptions

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Analysis:

Along with all the features enabled by the brand, 25 percent respondents defined

they are aware of both the durability and energy saving attribute of TRANSTEC.

Other features such as brightness are known to 18 percent respondents and 7

percent said they know all the features.

If the consumers are not aware of product attributes and features offered by the

brand, they might lose the interest in purchasing. So what I understand is,

TRANSTEC shall take some effort to make the consumers aware about the attributes

in order to maintain growth in a continuum.

2.3.12-Consumer confidence toward product features:

Brightness

Durability

Energy Saving

Can be used in low vaoltage

Proper supply of products in the market

Accurate price

After-sales-service

0 5 10 15 20 25 30

Consumers possess confident toward features

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Analysis:

The users of TRANSTEC lights capitalized the possession in confidence toward the

features mostly in ‘energy saving’, and ‘durability’ aspect.

19 percent respondents have trusted the products can be used in low voltage. And

some 17 percent have devoted in brightness.

The after-sales-service of the brand is poor enough to satisfy the consumers. The

availability of products in the market is also in a situation that indicates the

consumers can be stitched to purchase other brands.

2.3.13-Disstaisfaction & shortcomings measurement:

Dissatisfied ever?

0 10 20 30 40 50 60 70 80 90

NoYes

Analysis:

Trough the research, 85 percent satisfied consumers are found. Here, it implies that

the brand is performing smooth in maintaining quality.

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The study also symbolizes a portion of unsatisfied consumers around 15 percent.

There might be a need gap between the consumers and the company which has to

be discovered and required to overcome by fulfilling it.

2.3.14-Disappointing Features

19%

8%

3%

3%

19%

30%

19%

PercentageLack of brightness

Low durability

Not energy saving

Can not be used in low voltage

Low supply of products in the market

No supply in variation according to demand

Inappropriate pricing

No after-sales-service

Analysis:

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The graph constructing a respective amount of consumers (19%) complained that

TRANTEC is not providing any after-sales-service and there is no supply in variation

of products according to demand.

Another 19 percent of the respondents complained that the products lack

brightness or the products can not satisfy them with the level of brightness they

expect from the products.

Only 2% complained about the attribute that its not energy saving. So, the study has

shown the main power of the products is it is energy saving and 3% respondents

complained on pricing which is very low. That means the pricing strategy of

TRANSTEC is perfect.

Some 8% respondents believe that the lights cannot be used in low voltage although

Dhaka city frequently does not have the problem regarding voltage.

2.3.15-Expectations on after-sales-service:

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Establishments of new product

Service in setting up lights

Others

Series1 0.666700000000003 0.2358 0.0975

5.00%

15.00%

25.00%

35.00%

45.00%

55.00%

65.00%

75.00%

Analysis:

66.67 percent respondents expect to have a replacement of products as if it is

damaged within a certain period of time.

Another 23.58 percent expects a service in setting up the products. By this point, I

can imply that this respective portion of respondents face problems in setting up

lights in homes. So, for making customers more satisfied, this service can be

executed with due considerations.

Consumer preferences on advertising:

2.3.16- Is it important to have advertising in promoting lighting brands?

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Is advertising important?

69.64

27.06

3.3

Chart TitleNo need Moderately Definitely

Analysis:

A large number of respondents answered that it is important to have

advertisements in promoting lighting products. 69.64 percent supported this

concern. For them, advertisements might be only option to know about the products

and the brand as well.

Some 27.06 percent of respondents answered that it is not that important as it is a

lighting products. And 3.3 percent thinks that its not worth it.

2.3.17- Can you recall any advertisements on lighting?

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Yes; 64.14No; 5.59

Cant recall; 30.26

Analysis:

The recall of advertisements in lighting category shows that 64.14 percent

respondents claim to recall advertisements they had seen which measures a strong

positioning of brands in the market.

Only 5.59 percent claims that they don’t remember and about 30 percent claimed

that they can’t remember any advertisement right at the moment they interviewed.

2.3.18-Which types of advertisements can you recall?

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TVC Radio News-paper/ maga-zines

Leaflets distri-bution

Posters Store sign-

boards

Indoor ar-

range-ments

In-store ar-

range-ments of par-ticular brands/ prod-

ucts

Wall writing

Bus brand-

ing

Per-centage

38.61 1.34 5.64 0.26 0.53 17.15 1.88 3.48 2.69 5.36

2.57.5

12.517.522.527.532.537.542.5

Analysis:

Most of the respondents can recall television advertisements which are

approximately 38.61 percent. Store signboards are also having an importance for

communicating with the consumers along with the regard in lighting products.

Right after that newspaper and other print Medias are playing the importance.

2.3.19- Choose the brand advertisement you recall.

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PHILIPS

TRANSTEC

SUPERSTAR

ENERGYPACK

HRC

OTHER BRANDS

43.31

18.02

15.11

14.83

7.55

1.16

Recall of brands advertisements

Analysis:

The survey claims that PHILIPS has the most effective positioning covering nearly

44 percent of brand advertisement that the consumers can easily recall.

TRANSTEC is having the second position after PHILIPS claiming 18 percent and

SUPERSTARs advertisements recalled by 15.11 percent of respondents.

The main reason behind recalling PHILIPSs advertisement is the tagline I have

found while conversing with them.

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2.3.20- Primarily which of the following projections required for

promoting Brand lights?

TVC

Radio

Newspaper/ magazines

Billboard

Leaflets distribution

Posters

Store signboards

Indoor arrangements

In-store arrangements of particular brands/ products

Wall writing

Bus branding

others

0 5 10 15 20 25 30

Analysis:

A large amount of consumers prefer to know about the products and brand through

Television advertising.

Billboards, store signboards are preferred next to TVC.

Other areas such as newspapers/ magazines, radio advertisements, posters, bus

branding can be used to communicate according to the respondents.

The TVC’s have the popularity in attracting and capturing attention. So effective

TVC;s can be built to communicate and to position products in consumers mindset.

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Problems regarding lighting products:

Lighting products are not still in a situation to emerge communication with the mass

consumers for the purpose to deliver information regarding features & attributes,

brands, Unique Selling Propositions (USP), and other issues.

The main problem in lighting sector is that, consumers usually expect to know about

products and brands but effective promotions are not availably undertaken by the

companies.

The service sector is required to take some effective arrangements of services to

take the highest customer satisfaction for granted. It will be negotiable for both the

organization and the company.

The complaints that consumers possess are never known to the companies and as a

matter of fact there is a need gap remaining in between. If it comes to recover then

the companies would be able to generate ideas and create solutions to meet the gap

and the companies would come to know consumers more closely.

There is a deficiency in proper marketing research.

The customer satisfaction is not evaluated yet.

Consumers’ choices and preferences do not determine the supply of variations in

products.

Recommendation:

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The service sector in lighting products has to breed some effectiveness to maximize

the consumer satisfaction. An after-sales-service such as new product placement

and a service to set up lights in homes can be a competitive advantage if applied.

Proper marketing research must take into account to discover the gaps between the

consumers and the organization because there is a gap in between. The consumer

claimed that the products are not supplied in variation as they demand meaning a

deficiency in marketing research. And consumer satisfaction has to be evaluated by

the organization. For evaluating satisfaction, a simple questionnaire can be attached

with the package or the use of Internet can be effective.

The communication with the consumers definitely needs to have a new phase. With

the respect of communication, consumers are highly encouraged to purchase

lighting products and in this lighting industry, communication cannot be neglected.

Attractive advertisements through TVC’s, billboards and store signboards must be

constructed.

Advertisements are suggested to take high proliferations on building awareness and

sharing USP’s. A strong positioning can lead to greater sales volume and emerge in

the market. So it is suggested to develop programs regarding positioning the

products and brand.

It is recommended that TRANSTEC should evaluate performances and collect

consumer complaints in a timely basis.

Although pricing strategy is accurate according to the study, but due to the fact that

low price is a major determinant of making consumers try new products, TRANSTEC

also need to focus on low prices so that consumers do not switch trying other

products.

The sellers of TRANSTEC lights required to be motivated because they are engaged

in influencing the consumers directly.

Brand awareness can be built by promoting and participating in CSR activities,

delivering messages timely, sponsoring events, donating in education sectors and to

disabled individuals, beautifying the roadsides covering with lights etc.

Conclusion:

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The study emphasizes that most of the respondents tend to purchase lights by their own

but sometimes they also depend on housekeepers, home owner and some other sources.

Consumers purchasing behavior is driven mostly by the previous experiences with a

particular brand which indicates that if the products cannot serve a highest quality, they

might switch to try other products. After that the seller had the influence to make

consumers purchase and advertisements are also playing an importance changing

consumer buying behavior. All these factors measure a highly competitive market.

Most of the consumers prefer to choose PHILIPS as the positioning through advertisement

is very strong and ENERGYPACK & TRANSTEC is having the preferences afterwards. The

study shows that product preferences are driven mainly by the brand recognition and

durability of the products. Not only those but also brightness of the lights and competitive

low price is also keeping them purchasing lighting products.

TRANSTEC’s electronics division is known to maximum respective consumers and the

lighting division is taking a continuum over time to build awareness. The most desired

products of TRANSTEC lights are CLF (Energy Saving Lamp), Tube Light and GLS (Bulb).

According to the study, a reasonable number of consumers usually do not bother to learn

about the features offered by the companies. They only buy the products for further use

and for them the product might be a low involvement product. But at a glance, there are

also consumers who prefer to learn about the features of the existing products.

About TRANSTEC lights, most of the consumers have the idea that the products are energy

saving and durable, and can be used in low voltage. These features are the attraction points

throughout consumers prefer TRANSTEC. Some of the regular TRANSTEC user felt

dissatisfied because they complained that the products cannot meet the brightness they

usually expect. They also claimed that TRANSTEC does not supply any variation of products

according to customer demand. The consumers’ are expecting an after-sales-service from

TRANSTEC and is one of the major determinants of dissatisfaction. They expect an

establishment of a new product if the product is damaged in a certain period of time and a

service in setting up lighting products in home is expected.

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According to the study, maximum numbers of consumers prefer to know about the

products and brands through television advertisements. And they think it is important to

have advertisements for lighting products no matter which media to cover. The television

commercials have the highest positioning strength according to the survey which PHILIPS

is an example. The study states that billboards and store signboards are effective for

communication especially in lighting products segment. Some consumers would like to

suggest that newspaper can be an effective and efficient way to build brand and product

awareness.

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Part -3Reference

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References

http:// www.transcombd.com

http://transcombd.com/templatecontact.php

http://www.tcl.com.bd/

http://en.wikipedia.org/wiki/Transcom_Group

http://www.transcomdigital.net/about.html

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http://www.transcomdigital.net/about.html

http://en.wikipedia.org/wiki/Transcom_Group

http://www.tcl.com.bd/

http://transcombd.com/templatecontact.php

http://www.transcombd.com/

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