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Transcript of project report of mba at havells wires
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
Chapter 1
INTRODUCTION
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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 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 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
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 study.
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 only 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.
The same information cannot be accessed due to its confidential nature.
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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 interventions was aimed at securing protection
for oneself and ensuring growth of one’s own organization 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 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 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 brand-
equity” (1990).
Definition:
Earlier definitions of brand image are presented in broad terms by Dobni (1990) who put forward
the following writers understanding of brand image. Newman stated it as “everything the people
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 that brand image was “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 it” (1978). A more recent insight into
brand image was added 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.
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 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 marketing-
mix elements.
DEFINITION: -
“Consumer Behavior is the process and physical activity individuals engage in when
evaluating, acquiring, using, and disposing of goods and services.”:Louden-Dellabitta
Consumer Behavior refers to the behavior that consumers display in searching for,
purchasing, using, evaluating and disposing of products 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. Study of consumer behavior helps in
knowing their expectations and the sacrifices they are ready to make in order 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:
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Culture, subculture and social class are particularly important in buying behavior.
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 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 be seen in the food habits
and dressing style of people. It also influences communication, attitudes and values that
influence consumption patterns. Culture influences are highly conspicuous in communication
messages. Use of colors, symbols, and language and 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 values are passed on from one generation 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, people 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 self-
employed, 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, family, 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 behavior of the members 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 purchasing expensive products and services and
these roles vary from country to country. E.g. the 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 be 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 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, and other
products and services that 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.
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 target/
position their product in such a way as to invoke desire in the customer to fulfill these 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 paid for? Marketers
can address these problems though appropriate marketing communication strategies.
• Understanding the customer’s perception helps the marketer position 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 Page 20
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
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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SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
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SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
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
RESPONSENO: OF
RESPONDENTSPERCENTAGE VALID %
CUMULATIVE
%
PEERS 5 16.7 16.7 16.7
MEDIA 1 3.3 3.3 20
SALES
PEOPLE24 80 80 100
OTHERS 0 0 0
TOTAL 30 100 100
Source: field study
16.7
3.3
80
Awareness
peersmediasales 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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SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
2. What is your opinion about the quality of Havells wires?TABLE 4.2.1 showing quality of Havells wire
Source:
field
study
VERY GOOD GOOD AVERAGE POOR VERY BAD0
10
20
30
40
50
60
16.7
56.7
16.7
6.73.3
QUALITY
No.
of
Respondents
()%
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.
3. Do you feel Havells wires provide money back to you?
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 24
RESPONSENO: OF
RESPONDENTSPERCENTAGE
VALID
%
CUMULATIVE
%
VERY
GOOD5
16.7 16.716.7
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
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
Table 4.3.1 showing Money back value of Havells wires
RESPONSE RESPONDENTSPERCENTAG
E
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
Yes No Cant say0
10
20
30
40
50
60
70
80
90 83.3
106.7
Money back value
no o
f re
spon
dent
s(%
)
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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SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
4. What do you think about the price of Havells wires?Table 4.4.1 showing price of Havells wires
RESPONS
E
RESPONDEN
TS
PERCENTAG
E
VALI
D %
CUMULATIV
E %
VERY
HIGH9 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
LOW0 0 0
TOTAL 30 100 100
Source: field study
Very high High Normal Low Very low0
5
10
15
20
25
30
35
30
33.3 33.3
3.4
0
Price
no o
f re
espo
nden
ts
Figure 4.4.2 Price of Havells wires
FINDING:
The above figure reflects that 33.3% feel that Havells wires are highly as well as
normally priced. 30% responses that Havells wires are very highly priced and 3.4% feels that the
wires are low priced.
INFERENCE:
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 26
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
The above findings reveal there a mixed response regarding the price of Havells wires.
5. In your opinion brand image of Havells wires is
Table 4.5.1 showing Brand image of Havells wires
RESPONSENO: OF
RESPONDENTS
PERCENTAG
E
VALID
%
CUMULATIVE
%
VERY
GOOD10 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
Source: field study
VERY GOOD GOOD AVERAGE BAD0
5
10
15
20
25
30
35
40
45
50
33.4
50
106.6
brand image
no of re-spondents
Figure 4.5.2 Brand image of Havells wires
FINDING:
The above figure reflects that 50% feel that Havells wires have a good brand image.
33.4% responses that Havells 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:
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 27
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
The above findings reveal that Havells wires have a good brand image in the minds of
end users.
6. What is your opinion about the company’s service towards you?Table 4.6.1 showing Company’s service
Source:
field study
Very good Good Average Poor 0
10
20
30
40
50
60
70
60
26.7
3.3
10
Company Service
No of Respondents
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:
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 28
RESPONSENO: OF
RESPONDENTSPERCENTAGE
VALID
%
CUMULATIVE
%
VERY
GOOD18 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
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
The above findings reveal that Havells wires have a very good company service.
7. What is your opinion about the company’s schemes and policies?
Table 4.1.7.1 showing Company’s schemes and policies
Source: field study
Very good Good Average Poor 0
10
20
30
40
50
60
33.3
50
13.4
3.3
company schemes and policies
No o
f re
spondents
(%)
Figure 4.1.7.2 Company’s schemes and policies
FINDING:
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 29
RESPONS
E
NO: OF
RESPONDENT
S
PERCENTAG
E
VALI
D %
CUMULATIV
E %
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
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
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.
8. What is your opinion about eco-friendliness properties of Havells wires?Table 4.1.8.1 Eco-friendliness of Havells wires
Source:
field
study
VERY GOOD GOOD AVERAGE POOR VERY BAD0
10
20
30
40
50
6053.3
36.7
10
0 0
Eco-friendliness
No o
f re
spondents
(%)
Figure 4.1.8.2 Eco-friendliness of Havells wires
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 30
RESPONSE NO: OF
RESPONDENT
S
PERCENTAGE
VALID %CUMULATIVE
%
VERY
GOOD
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
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
FINDING:
The above figure depicts that 53.3% of the respondents feel that eco-friendliness of
Havells wires are very good, while 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.
9. What is your opinion about the Sales promotions for Havells wires?
Table 4.1.9.1.showing Sales promotion of Havells wires
RESPONSENO OF
RESPONDENTS
PERCENTAG
EVALID %
CUMULATIVE
%
VERY
GOOD
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
Source: field study
VERY GOOD GOOD AVERAGE POOR VERY BAD0
10
20
30
40
50
60
70
80
13.3
70
106.7
0
Sales promotion
No o
f re
spondents
(%)
Figure 4.1.9.2 Sales promotion of Havells wires
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SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
FINDING:
The above figure shows that 70% of 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:
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)
Source:
field
study
Less than 5 Less than 10 Less than 15 Less than 20 More than 200
10
20
30
40
50
60
70
60
20
106.7
3.3
Undergoing projects
No o
f re
spondnts
(%)
Figure 4.1.10.2 Undergoing projects of customers(builders)
FINDING:
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 32
RESPONSE
NO: OF
RESPONDENT
S
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
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
From the above figure, 60% of respondents undertake less than 5 projects, 20% undertake
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:
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 RESPONDENTSPERCENTAG
E
VALID
%
CUMULATIVE
%
YES 17 85 85 85
NO 3 15 15 100
TOTAL 20 100 100
Source: field study
YES; 85
NO; 15
Sales
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SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
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:
The above findings reveal that majority of the respondents sells Havells wires.
2. How many brands of wires do you sell?Table 4.2.2.1 showing No of brands sold by the dealers
Source:
field
study
ONE TWO THREE MORE THAN THREE
0
10
20
30
40
50
60
510
35
50
Brands of wires
No o
f re
spondents
(%)
Figure 4.2.2.2 No of brands sold by the dealers
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 34
RESPONSENO: OF
RESPONDENTSPERCENTAGE VALID %
CUMULATIVE
%
ONE 1 5 5 5
TWO 2 10 10 15
THREE 7 35 35 50
MORE
THAN
THREE
10 50 50 100
TOTAL 20 100 100
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
FINDING:
The above figure depicts that 50% of the dealers sell more than three brands of wires,
35% sell three brands of wires, 10% of them sell two brand of wires and 5% of them sell only a
single brand of wire
. 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 counters?Table 4.2.3.1 showing sales of different brands
Source:
field study
HAVELLS FINOLEX ATC V-GUARD R.R0
5
10
15
20
25
30
35
40
45
5045
40
5 5 5
SALES OF DIFFERENT BRANDS
No o
f re
spondents
(%)
Figure 4.2.3.2 sales of different brands
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 35
RESPONSENO: OF
RESPONDENTSPERCENTAGE VALID %
CUMULATIVE
%
HAVELLS 9 45 45 45
FINOLEX 8 40 40 85
ATC 1 5 5 90
V-GUARD1 5 5 95
R.R 1 5 5 100
TOTAL 20 100 100
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
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 respectively.
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.
Source:
field study
Very good Good average poor Very bad0
10
20
30
40
50
60
70
80
10
75
5 5 5
Service
No o
f r
espondents(%
)
Figure 4.2.4.2 Service of Havells.
FINDING:
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RESPONSENO: OF
RESPONDENTS
PERCENTAG
E
VALID
%
CUMULATIVE
%
VERY
GOOD2 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
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
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:
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 of Havells wires.
RESPONS
E
RESPONDENT
S
PERCENTAG
E
VALI
D %
CUMULATIV
E %
STRONGL
Y AGREE0 0 0 0
AGREE 1 5 5 5
DISAGREE17 85 85 90
STRONGLY
DISAGREE1 5 5 95
CANT SAY 1 5 5 100
TOTAL 20 100 100
Source: field study
Stongly agree Agree Disagree Strongly disagree
Cant say0
10
20
30
40
50
60
70
80
90
05
85
5 5
Competitiveness
No o
f r
espondents(%
)
Figure 4.2.5.2 Price competitiveness of Havells wires.
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FINDING:
The above graph shows that 85% 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.
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
AVERAGE2 10 10 100
POOR0 0 0
VERY BAD 0 0 0
TOTAL 20 100 100
Source: field study
Very good Good Average Poor Very bad0
10
20
30
40
50
60
70
80
90
5
85
10
0 0
Sales Promotion
No o
f re
spondents
(%)
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 38
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
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.
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 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
QUALITY GUARANTEE0
10
20
30
40
50
60
70
80
90
85
15
SALES
No o
f re
spondents
(%)
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 39
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
Figure 4.2.7.2 Type of products sold by traders
FINDING:
The above figure reveals that 85% of the respondents want to sell quality products while
15% of them want to sell guarantee products.
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 of Havells wires in the market? Table 4.2.8.1 showing availability of Havells wires
RESPONSE RESPONDENTSPERCENTAG
E
VALID
%
CUMULATIVE
%
ALWAYS
AVAILABLE18 90 90 90
OCCASIONALLY
AVAILABLE2 10 10 100
ALWAYS
UNAVAILABLE0 0 0
TOTAL 20 100 100
Source: field study
Always available Occasionally available Always unavailable0
10
20
30
40
50
60
70
80
90
10090
10
0
Availability
No o
f re
spondents
(%)
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 40
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
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.
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
RESPONSE RESPONDENTS PERCENTAGEVALID
%
CUMULATIVE
%
CONTRACTORS 9 45 45 45
BUILDERS 10 50 50 95
OTHERS 1 5 5 100
TOTAL 20 100 100
Source: field study
Contractors Builders Others0
10
20
30
40
50
60
45
50
5
Customers
No o
f re
spondents
(%)
Figure 4.2.9.2 source of bulk orders
FINDING:
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 41
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
The above figure tells that 50% of the respondents say their major customers are builders,
45% are contractors and 5% others (like individuals, homes etc.)
INFERENCE:
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 modes of the customers of traders
RESPONSE RESPONDENTS PERCENTAGE VALID %CUMULATIVE
%
CASH DOWN 1 5 5 5
CREDIT 19 95 95 100
TOTAL 20 100 100
Source: field study
CASH DOWN CREDIT0
10
20
30
40
50
60
70
80
90
100
5
95
Payment modes
No o
f re
spondents
(%)
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 42
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
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.
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 RESPONDENTS PERCENTAGEVALID
%
CUMULATIVE
%
WITHIN I
MONTH2 10 10 10
LESS THAN 2
MONTHS17 85 85 95
MORE THAN
2 MONTHS1 5 5 100
TOTAL 20 100 100
Source: field study
WITHIN I MONTH LESS THAN 2 MONTHS MORE THAN 2 MONTHS0
10
20
30
40
50
60
70
80
90
10
85
5
Duration of settlement
No o
f r
espondents(%
)
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 43
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
Figure 4.2.11.2 Duration of settlement
FINDING:
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.
4.3 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 preference of the respondents and brand
image.
Alternative Hypothesis ( H 1)
There is no significant difference between purchase preference of the respondents and
brand image.
FORMULA:-
χ2 = ∑ (Oi -Ei )2 / Ei
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Where,
O = Observed Frequency
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
SL NO.
Brand Image
Purchase Preference
TOTALVery Good
Good Average Very Bad Poor
1 Quality 5 17 5 3 0 30
2 Service 18 8 1 3 0 30
3 Price 0 17 1 1 0 19
4Sales
Promotion
1 17 2 0 0 20
5Eco-
friendly16 7 3 0 0 26
TOTAL 40 66 12 7 0 125
Source: field study
PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN Page 45
SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
Chi – Square (Calculation)
Table No. : 4.3.2 showing chi-square calculation
O E (O-E)2 (O-E)2/ 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
χ2 = ∑(O - E)2 / E = 524.64
Degrees of Freedom = (5 - 1)*(5 - 1) = 16
Tabulated Value for χ2 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.
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SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
CHAPTER 5
FINDINGS AND SUGGESTIONS
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SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU
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.
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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 company 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 their bulk orders from builders.
95% of the purchases are made on credit from the dealers by 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.
6. Company should further reduce its price.
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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.
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CHAPTER 6
CONCLUSION
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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.
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CHAPTER 7
BIBLIOGRAPHY
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BIBLIOGRAPHY
1. Bagozzi, R. & Warsaw, L. (1990) “Trying to Consumer” Journal of Consumer Research
17, (2) pp. 127 – 140.
2. Backhaus, K. Hillig, T. and Wilken, R. (2007) “Predicting purchase decision with
different conjoint analysis methods”, International Journal of Market Research. 49(3).
Pp. 341-364.
3. Blackwell, R., Miniard, P. and Engel, J. (2006) “Consumer behavior”, Mason: Thompson
4. Hoyer, W.D. & Macinnis, D.J. (2008) “Consumer Behaviour”, 5th edition, Cengage
Learning
5. Kacen. J. J. and Lee. J. A., (2002) “The influence of culture on consumer impulsive
buying behaviour”, Journal of consumer psychology. 12(2), pp. 163-174.
6. Neal, C., Quester, P. and Pettigrew, S. (2006) “Consumer Behaviour: Implications for
Marketing Strategy” (5th 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
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CHAPTER 8
APPENDICES
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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 ?
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
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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 do you get most of your orders from?
contractors builders others
11. Generally which kinds of payment modes are followed
in your counter for bulk orders?
Cash down payment credit both
12. Are the cash settlements timely?
Yes no
13. If no, how long to settle?
Within 1 month less than 2 months more than 2
months
CUSTOMERS/ BUILDERS:
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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 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
8. What is your opinion about the company’s schemes and
policies?
Very good Good Average Poor Very bad
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9. What is your opinion about eco-friendliness properties of
Havells wires?
Very good Good Average Poor Very
bad
10. What is your opinion about the Sales promotions for
Havells wires?
Very good Good Average Poor Very
bad
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 are their stages of construction?
Early half done nearing completion
13. Reasons for your preference for Havells
wires?
Price Quality Safety Brand image
others
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