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GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY. By Shubham Pal BBA (2010-2013) IDEAL INSTITUTE OF MANAGEMENT & TECHNOLOGY
The behaviour is characterized by the uniqueness of individual expectations, the preference for multiple options, propensity to abandon brand loyalty and switch to competing brands that give higher value. The new breed is willing to import to satisfy specific requirement It is difficult to clarify this generation by conventional demographic factors and unless their thought process and buying behavior are fully understood, decisions on product designs and packaging, branding and distribution channels are likely to be misplaced. With the inevitability of change looming large over horizon, Indian companies must learn from their western counterparts; not only to identify the sources, timing and direction of the changes likely to effect. India, but also the new competencies and perspective that will enable them to respond to these changes comprehensively and effectively. Companies offering product or services will need to understand this new face of the customers. The changing demographic profile of the population in terms of education, income, size of the family and so on, are important but what will be more substantive in days to come will be the psychographics of the customer ice how they feel , think or behave. Marketers will have to constantly monitor and understand the underlying psycho graphics to map their respective industries are moving and decide what needs to be done, by way of adding value that
MAJOR FACTORS INFLUENCING CONSUMER BEHAVIOUR: The major factors that influence the consumer behavior are: Product Price Place Promotion mix PRICING AND MARKET SHARE: 4 . the factors influencing their behavior.ct and to establish brand loyalty. To market the -. The behavior differ one from another. their decision regarding the purchase of geysers. bulbs. geysers play an important role for a small sweet home to a multipurpose project. company and its benefits. I found different types of dealers trough which I can able to analyze the behavior of customers towards geysers . a good marketer has to go to real customers . On going through the market survey. It is essential to know their decision process. tube lights. Consumer durables like fan. choice of brand. the competitors marketing strategy and position in the market.motivates customers to buy the company's products and influence the future industry structure.
During my survey I found out that the market share in different areas are different because of different geographical regions. pricing really becomes the key to the revenue of the business.Pricing is undoubtedly one of the most important decision areas of marketing. Price and sales volume together decide the revenue of any business. climate and number of different companies. PRICING METHOD/PRICING STRATEGIES: There are several methods of pricing: Cost based pricing Demand based pricing Competition based pricing Product line oriented pricing Differentiated pricing MARKET SHARE: Market share constitutes the total market captured by Bajaj electrical limited in the whole consumer durable industry. As the sales volume in itself is dependent on price. 5 . Pricing becomes the vital decision area on account of certain other factors besides its crucial role in bringing revenues and profits to the business. Pricing is crucial to pro I -] is as well. The market share is determined by the help of total consumption of the particular area and the consumption of particular company's product in that area.
The market share of Bajaj electrical limited is growing with every financial year. 6 .
COMPANY PROFILE 7 .
Jamnalal Bajaj was the founding father of the Bajaj Group. With characteristic foresight and pragmatic. Trust . followed footsteps of his illustrious father and consolidated the baja jj foundation. and the 'merchant prince' who held the wealth he created in trust for the people of his country.a simple word that contains a whole philosophy handed down by Jamnalal Bajaj to his successors. Jamalnayan Bajaj. The dopted 'fifth' son of Mahatma Gandhi. vision. elder son of Jamnalal Bajaj.COMPANY PROFILE The bajaj group of India owes immense gratitude to their founding father whose vision and dedication over the years has greatly helped to build a business house that can set standard in Indian industry. he launched a steady 8 . He valued honesty over profit.
became the Managing Director in 1987 and took over as the Chairman and Managing Director in 1994.diversification programme which gave the current name "Bajaj" both its shape and size.. Shekhar Bajaj joined Bajaj Electricals in 1980. His unique management style created a work culture that matched well with the national spirit he had inherited. Mr. He had also actively participated in the freedom struggle of the country. Mr. Chairman & Managing Director of Bajaj Electricals Ltd.:i. and on the Board of Directors of Bajaj Auto 9 . Shekhar Bajaj. started his career with Bajaj Sevashrarn after which he worked at Bajaj International. he had led the youth movement. Ramkrishna Bajaj took over the reins of the "bajaj group" in 1972 after Kamalnayan Bajaj and steered the Group from strength to strength for over 22 years.j International and Hercules Hoist Pvt. the groups export company. Ltd. In post independent India. Bajaj is the Chairman of Bajaj Group companies Baj~.
and IDBI Bank. He was the President of ASSOCHAM. former President of Indian Merchant Chambers (IMC) and Council for Fair Business. Practices (CFBP) 10 .
Bajaj Electricals Ltd. Shekhar Bajaj. Stronger . Higher. is planning to enter into a licensing agreement for its luminarie business. our Chairman and Managing Director - "Every individual has the potential to perform if he or she gets proper motivation." Faster. our way of individual and organizational performance. cur people provide an excellent competitive advantage to us. Here is a quote from Mr. It is important to keep an open mind rather than drawing preconceived impressions about people. 11 . This is how we managed a successful business turnaround in Bajaj Electricals Ltd . They want to feel passionate about what they are doing and be a part of whatever is great. In the long run success is achieved when ordinary people perform extraordinarily.is our maxim. More often that not.HISTORY People don't just bring their brains to work: they also bring their hearts and soul. We at Bajaj Electricals Limited. And not only our excellent brand of products.with and through each one of our employees. such impressions will be proven wrong. recognize this truism and seek out and strike a dialogue straight with the hearts and souls) of our employees. the right opportunity and the freedom to work.
we were only into the manufacture of power transmission towers. The luminaire business is one of the five special business units (SBUs) of the company. We are in advanced discussions. The company clocked net sales of Rs 505.We are looking at a collaboration for our luminaire business :-7~ough a licensing agreement as there is a need for technologically superior products which are state-ofthe art.000 crore by the year 2007-08. This tie-up also entails a technology transfer. The others are appliances. fertilizer. Bajaj Electrical luminaires find applications in the engineering. chemical and petrochemical sectors. lighting and the engineering business. steel. senior company executives said. This business has an order book of over Rs 150 crore and has grown by over 85%. Bajaj Electricals had entered into a licensing agreement with Morphy Richards of the UK for its irons." Mr Ramakrishnan added. we will be installing them too. I cannot disclose anything further at this stage." Bajaj Electricals chief operating officer and president R Ramakrishnan said. he 12 . pans. The company is targeting revenues of Rs 1. power. Earlier. The engineering and projects business is also the fastest growing business. "The biggest contributor to this will be the engineering business.26 crore in the last fiscal and is expected to add around 25% to its topline this-_ -) fiscal. Till recently. cement. Now.
Giriprakash V.said. The company which had been facing tough times a few years back has bounced back after the implementation of a restructuring exercise. as part of its plans to turnaround the company. the company also of out of the die-casting business by giving a VRS at the plant. Mr R. Varadarajan Bangalore Jan 30. 2005: BAJAJ Electricals has restructured its entire operations. including shutting down some of its loss-making ventures. Revamp helps Bajaj Electricals Turn Around Hindu Business line January 31. told Business Line that the restructuring has helped the company to turnaround and now 13 . Last year. brand building. the company also came out with a rights issue at premium of Rs 15 per share. 2005 K. selling the development rights of the land and entering into a non-compete clause with a competitor. K. reduction in _crest rates. Further. and a growth of revenues. Ramakrishnan. This entailed the reorganisation in to five SBUs. Bajaj Electricals' President and Chief Operating Officer.
14 .000 crore within three years. an increase of 20 per cent over fiscal 2003-04.it expects to double its revenues to about Rs 1. "Each of these units compete as separate businesses with its. It now has five separate business units . It also sold surplus land of the unit.engineering and projects. As per the new plan. The company also got rid of unviable businesses. Bajaj Electricals dropped its matrix structure for its organisation in favour of separate business units for each of its businesses. fans and lighting. The company hopes to end the current fiscal with a revenue of around Rs 630 crore. it shut down its diecast operations and offered VRS to 180 people. luminaire." Mr Ramakrishnan said. Mr Ramakrishnan said it had roped in Accenture Consulting to chart out a turnaround for the company. appliances. competitors. He said the company also went in for financial restructuring by swapping high cost funds with low cost long-term debt. The banks too have lowered interest cost and increased the moratorium for another two years. For example.
a leading European luminaries brand and a market leader in lighting in Germany. He pointed out that with an estimated investment proposal of Rs 75. Mr. Bajaj's tie-up with UK's leading small appliances brand Morphy Richards had helped it to position itself in the premium end of the market. Similarly. is expected to outpace other business units. he said. he said. Mr Ramakrishnan said the engineering unit. spread over the next fiscal. 15 . to double the existing capacity in its engineering unit to execute its Rs 160 crore worth of fresh order from Powergrid Corporation for erection and commissioning of power transmission tower. there was a huge opportunity for the company. could lead to manufacturing Trilux products in the long term. though is aimed to market the products to premium segments in the country. The company expects about 25 per cent of its revenues to come from its engineering business.Ramakrishnan said the company had entered into a licensing arrangement with Trilux. Trilux would complement Bajaj's own products to provide full spectrum of lighting products.000 crore by Powergrid Corporation.The company plans to invest about Rs 20 crore. it expects bigger orders from the power company. which registered a growth of 88 per cent over the last fiscal. The tie-up. Mr Ramakrishnan said with the PowerGrid according theril the status of approved EPC contractors.
000 people." he said. It signifies an uncompromising attitude towards any divergence frorn quality products. is an associate company of Bajaj Electricals Limited (BEL). 16 . The Brand 'Bajaj' is a mark which guarantees highest international quality standards. Ltd. 20 per cent in luminaries and 10 per cent in lighting. Bajaj International Pvt. has had a manufacturing venture with Philips Holland for more than five decades for GLS and Miniature Lamps and for Fluorescent Tubes. Our group company Hind Lamps Ltd. and is a part of The Bajaj Group which has an annual turnover of US$ 1. The company has also been able to take on the unorganised sector by offering competitive pricing of its products in the lower end.4 billion.Mr Ramakrishnan said Bajaj Electricals has a market share of between 15 per cent and 20 per cent in the appliances segment. employing approximately 33. "Our China sourcing strategy has helped us to buy from the world's best without compromising on the quality of the products.
luminaires. The company has been in existence for the last 60 years and has steadily grown and expanded its business both in domestic and international markets.. Bajaj Electricals is well established in their range of products such as lamps & tube lights.. Bajaj Electricals Limited (BEL) is a part of the "Bajaj Group" of India who are in the business of steel. over 60. sugar. 17 . The Company has recently forayed into electric power generation through wind energy in its quest to reduce the depletion of fossil fuels and preserved the environment.Bajaj Electricals Keeps on Shining More. Bajaj Electricals has 20 branch offices and 4 regional offices spread in different parts of the country besides being supported by a chain of about 600 distributors.000 retail outlets and over 200 service franchisees BEL today has five major business units comprising of lighting. 2500 authorised dealers. luminaires. ceiling fans & table fans and turnkey engineering services. home appliances. two wheelers & three wheelers. turnkey engineering projects. electric fans. small household appliances. BEL's export activities are well supported through its International division.
BEL has many technology tie-ups and collaborations with major international players. the details of which are given under business activities.Total Quality Management (TQM) has taken roots in some important business processes of the Company. 18 . Few business units of the company have already received ISO Certifications while the other BUs are on the anvil to obtain the same.
He must embody honesty. A leader sets an example for others to emulate. alike. integrity and trustworthiness.8 percent rise in its net profit for the third quarter ended December 31. Bajaj Electricals Ltd. Revenues from operations during the quarter were higher at Rs 170 crore as against Rs 126 crore i n the same period of 2003-04. Chairman & MD. Leading the Way Corporate Dossier Economic Times January 14. 2005 Shekhar Bajaj. 19 . A leader is knowledgeable and well read and must guide and empower his subordinates to perform their best.45 crore in the corresponding period of last fiscal.PRESS NEWS Times of India January 22. 2004 at Rs 4. and hence must be a high-level performer.75 crore as against Rs 2. 2005 Bajaj Electricals has reported a 93. He's also respected by subordinates and colleagues.
He must be sympathetic. A leader is one who is whole-heartedly committed to the organisational goals and aspirations. A leader is one who enthuses people by giving credit when it's due.He must also be supportive to his subordinates and fair at his workplace. Since the past 25 years that I have worked in Bajaj Electricals.some that challenged my ideals and others that inspired me to continue. gracefully and quietly. A leader is the organisation. in essence. 20 . A leader is a builder of performance-oriented teams. at all times. He builds on people's strengths and helps overcome their weaknesses. yet firm when required. and these simple management truths are still relevant in running Bajaj Electricals today. These are points from the speech I made at a management conference 10 years ago. One of the most important things for a leader is that he should be aware that he is the pillar in unfavourable times and the sole motivator for his employees when the ship starts to sink. I have seen many ups and downs . whom it's due to.
I realised that unless we reduced our costs and make ourselves trimmer and take other corrective actions. even with a few mistakes rather than delay decisions. nor should he be jubilant when things are going well.. Around three years back. He's the one to support and motivate his team to tackle the impossible and find solutions to the most complex problems. Restructuring must be done easily only during a downturn. improving margins.ut of loss-making businesses. It's more valuable to take decisions fast. we instated a five-pronged strategy through the theme 'War for Profits'. where all members of Team Bajaj were involved in controlling fixed costs. 21 .He shouldn't be demoralised when things aren't going as expected. we were going through a downturn. Therefore. increasing volumes and getting . reducing working Capital. as everybody feels the need to change and are open to taking risks. the company wouldn't be able to turn around.
We extended and added value to our portfolio of products and solutions to meet differing customer needs.For any organisation. reaping more benefits than just financial rewards. people are the key assets and therefore communication is vital. In addition to our aggressive marketing activities we explored strategic alliances with business partners around the globe. Every individual has the potential to perform if he or she gets the proper motivation. I have learned that a pat on the back can go a long way. Quality is important but soon it will be taken as given. 22 . Effective communication during bad times is imperative as opposed to suppressing information. Our focus on achieving a turnaround bore fruit when the company improved its market share in our restructured five business units. What is going to differentiate different companies are innovation. In the long run. the right opportunity and the freedom to work. service and distribution. success is achieved when ordinary people perform extraordinarily.
Our strategy is to capture the bottom of the pyramid.It's important to keep an open mind rather than drawing pre-conceived impressions about people. his aim fulfilled.as he understood their problems because he lived with them.from a liability can be converted into an opportunity for growth and profitability. they'll all say. such impressions will be proven wrong. More often than not. "We did it ourselves". like them. Mahatma Gandhi succeeded in uniting multi-lingual Indians against the British rule (in an era of no technological communications) because he could relate to the masses . India's population of 100 crore . and empathised with them. I would like to end with a quotation by Lau-tzu .the founder of Taoism A leader is best when people barely know that he exists. 23 . When his work is done. A majority of labour problems arise because of improper management rather than the easily blamed labour attitude.
15. 35 and 50 litres capacity 24 . 10. 35 and 50 litre capacity Energy Smart Vertical • • • • • 10 year guarantee on copper tank Imported Combistat 30% energy savings over ISI norms 2 year comprehensive guarantee including heating element Available in 6.PRODUCT PROFILE • Bajaj Storage Water Heater Energy Efficient Horizontal • • • • 10 year guarantee on copper tank 30% energy savings over ISI norms 2 year comprehensive guarantee including heating element Available in 10 litre capacity Energy Efficient Vertical • • • • 10 year guarantee on copper tank 30% energy savings over ISI norms 2 year comprehensive guarantee including heating element Available in 10 litre capacity Energy Smart Horizontal • • • • • 10 year guarantee on copper tank Imported Combistat 30% energy savings over ISI norms 2 year comprehensive guarantee including heating element Available in 10. 15. 25. 25.
25 and 35 litre capacity Majesty IQ Vertical • • • • • • 10 year guarantee on copper tank Imported Combistat PUF insulation for 30% energy savings over ISI norms 2 year comprehensive guarantee including heating element Rust-free engineerign plastic body Available in 15.Majesty IQ Horizontal • • • • • • 10 year guarantee on copper tank Imported Combistat PUF insulation for 30% energy savings over ISI norms 2 year comprehensive guarantee including heating element Rust-free enginnering plastic body Available in 15. 25 and 35 litre capacity Majesty Vertical • • • • • • 10 year guarantee on copper tank Imported Combistat Glasswool insulation for 30% energy savings over ISI norms 2 year comprehensive guarantee including heating element Rust-free enginnering plastic body Available in 15 and 25 litre capacity 25 .
• Bajaj Instant Water Heater Majesty Instant • • • • • 10 year guarantee on copper tank Rust-free engineering plastic body Multiple safety system 2 year comprehensive guarantee including heating element Available in 1 litre and 3 litres capacity Majesty IQ Instant • • • • • 10 year guarantee on copper tank Rust-free engineering plastic body Imported capillary thermostat Rapid and normal heating option Multiple safety system 26 .
• Bajaj Instant Gas Water Heater Aquatherm Instant Gas Water Heater • • • • Oxygen depletion monitor LED indicator for temperature Auto Shut Off 20 minute timer 27 .
22043841. Mahatma Gandhi Road Fort Mumbai .22043780.400021 Phone . 22045046 Fax .22828250 Company Showroom 'World of Bajaj Electricals' Bajaj Bhavan Nariman Point Mumbai .22851279 Head Office 51.400023 Phone .22023626 28 . 22043733 Fax . Veer Nariman Road Fort Mumbai .• Office Locator Registered Office 45/47.400023 Phone .
97 Nil No.00 0.MARKET SHARE Shareholding Pattern As on 31st December.50 500 150 6687 746010 108000 Nil 861347 0. 2010 Under Clause 35 of the Listing Agreement A 1 Category Promoter's holding Promoters* Indian Promoters Foreign Promoters 2 Persons acting in concert# Sub Total: B 3 a(i) a(ii) b(i) b(ii) b(iii) Non-Promoter's holding Institutional Investors Nil Mutual Funds Unit Trust of India Banks Life Insurance Corporation of India Oriental Insurance Company Ltd. of Share held of shareholding 5693850 65.25 Nil 9.63 1.88 Nil Nil 104440 5798290 1.09 29 . c 4 a Flls Sub Total: Others Private Corporate Bodies 389298 4.01 0.21 67.08 8.
Total Foreign shareholding including Foreign Promoters.00 as defined in Regulation 2(h) of SEBI (Substantial Acquisition of Shares and Takeovers) Regulation.Non Resident Foreign Companies Sub Total: Grand Total: 1567010 5905 5430 15600 1983243 8642880 18. Foreign Nationals and GDR & ADR holdings is 26935 i.07 0.13 0. 1997. Shareholding Pattern as on 31st December. # as defined in Regulation 2(e) of SEBI (Substantial Acquisition of Shares and Takeovers) Regulations.06 0. The promoter's holding shall include all entities in the promoter's group-individual or body corporates.95 100.18 22. NRIs/OCBs Foreign Banks. Note: 1. 2010 Under Clause 35 of the Listing Agreement Persons Holding more than 1% of the shares of the Company 30 . 1997. 0. Fils.e.31% of the total issued equity capital.b c d e Indian Public NRIs/OCBs Any Other .
Indian Public 4c. Banks Life Insurance Corporation 746010 of India Oriental Insurance Company Ltd.90 2.25 108000 Nil Nil Nil Nil Nil Nil Nil Nil Nil Nil Nil Nil 31 . Flls 4a. Foreign Promoters: Non-Promoter's holding: 3a. Bajaj International Pvt. 3c.58 1. NRIs/OCBs 4d. of Share 1429541 1719676 200000 200000 136400 114000 190680 90786 175366 Nil Nil Nil to equity capital 16. No. A 1 2 3 4 5 6 7 8 9 B Name of Shareholder 1.31 1. Mutual Funds & UTI 3b. Shri Shishir Kamalnayan Bajaj Shri Rahulkumar Kamalnayan Bajaj Shri Shekhar Bajaj Shri Madhur Bajaj Shri Anant Bajaj 2.Non Resident 4e. Hind Musafir Agency Pvt. Foreign Companies No.63 1.32 2. Private Corporate Bodies 4b. Ltd. Ltd.21 1.05 2.03 Nil Nil Nil 8. Ltd. Bajaj Auto Ltd. Promoters: Jamnalal Sons Pvt. Any Other .31 2.SL.54 19.
ORGANIZATION HIERARCHY 1) Managing director 2) President 3) Vice president 4) National sales manager 5) Regional manager 6) Assistant manager 7) Senior sales executive 8) Sales executive 9) Financial coordinator 32 .
OBJECTIVE OF THE RESEARCH 33 .
OBJECTIVES OF THF RESEARCH
The objective of the project ``factors affecting consumer buying behavior& to know the market position of Bajaj geysers "are as followed 1) To find out what does the user of the geyser think about Bajaj electrical limited. 2) To study their preference for the geyser brand selection. 3) To study the market opportunities of Bajaj electrical limited to help in the formulation of marketing strategy. 4) To suggest some measures to make Bajaj electrical limited more competitive. 5) To study the customers satisfaction level in regards to the strength of the Bajaj electrical limited. 6) To study the market prospects of Bajaj electrical limited. 7) To study the reasons behind best geysers. 8) To study strength and weakness of Bajaj geysers.
STATEMENT OF THE PROBLEM AND ITS SIGNIFICANCE:
The study is on "factors affecting consumer buying behavior and market condition of bajaj geysers with a special synopsis on competitive marketing strategies".
It covers aspects like market share of the company, buying attributes of customers, preference of the customer etc. The study is a modes effort at understanding the consumers attitude about Bajaj electrical ltd, which has a very good market share as their competitors.
Research simply means a search for facts-answers to questions and solution to problems. It is a purposive investigation. It is an organized enquiry. In other words research means search for knowledge and research methodology is a way systematically solve the research problems.
It is a science of studying how the search is actually done. It presents the source of data collection, the sampling procedures and tools of investigation and limitation of the study.
2. 37 . It consists of - Data sources: The researcher can gather primary data. Defining the research problem & research objective: The definition of the research problem includes the study of the topic “factors affecting consumer buying behavior & market position of Bajaj geysers in Delhi ". Primary data are data freshly gathered for specific purpose or for a specific research project. Developing the research plan: Second stage for developing the research plan calls for gathering the information. Such framework is called "research design". The research process: It includes following steps 1. secondary data or both.My research project has a specified framework for collecting the data in an effective manner.
2) Focus group research: Focus group research is a gathering of six to ten people who are invited to spend a few hours with a skilled moderator to discuss a project. Surveys are used to learn about people knowledge. beliefs. preferences and satisfaction. 4) Behavioral data: Customers leave traces of their purchase behavior in store scanning data.Secondary are data that were collected for another purpose and already exist somewhere. Much can be learned by analyzing these data. 38 . 3) Survey research: Surveys are best suited for descriptive research. Research Approaches: Primary data can be collected in five ways: 1) Through observation: Fresh data can be gathered by observing the relevant actors and settings. catalog purchase and customer database.
3) Mechanical devices: Mechanical devices are occasionally used in marketing research. RESEARCH INSTRUMENTS: Three main instruments used in collecting primary data are 1) Questionnaires: A questionnaire consists of a set of questions presented to respondents. Galvanometer measures the interest or emotions aroused by exposure to a specific ad or picture. tested and debugged before they are administered on large scale. Questionnaire needs to be carefully developed.5) Experimental research: The purpose of experimental research is to capture cause & effect relationship by eliminating competing explanations of the observed findings. 39 . 2) Psychological tools: Psychological tools consist of laddering techniques & depth interviews.
QUESTIONS ARE OF TWO TYPES: 1) Closed end questions 2) Open end questions Closed end question include: • Dichotomous • Multiple choice • Likert scale • Semantic differential • Important scale Open end questions include: • • • • Completely unstructured Word association Sentence completion Pictures 40 .
41 . My sample size consists of 50 dealers of different home appliances brands.SAMPLING PLAN After deciding the research plan and research instrument. Once the sampling unit is determined. It mainly refers to no of respondents from the universe. a sampling frame must be developed so that everyone in the target population has an equal or known chance of being sampled. 2) Sampling size: How many people to be surveyed? Large samples give more reliable results than small samples. I have completed my survey in south & east Delhi. 3) Sampling procedure: How should the respondents be chosen? To obtain a representative sample. the marketing researcher must design a sampling plan. This calls for three decisions: 1) Sampling unit: Who is to be surveyed? The market researcher must define the target population that will be sampled. a probability sample of the population should be drawn.
42 .SAMPLING MAY BE 1) Probability sampling It includes: • • • Simple random sampling Stratified random sampling Cluster sampling 2) Non probability sampling It includes • • • Convenience sampling Judgment sampling Quota sampling SAMPLING TECHNIQUE USED: Due to constraint of tine. In this population elements are selected for inclusion in the sample based on the ease of access. which represents the universe. This sampling method involves purposive or deliberate selection of particular units of the universe for constituting a sample. convenient sampling is used.
The researcher should present findings that are relevant to major marketing decisions. 2) Other respondent will not cooperate. Four major problems arise in this phase: 1) Some respondents will not be at home. Different types of statistical techniques are used. the researcher presents the findings. 5) Present the findings As the last.3) Collect the information The data collection phase is most expensive and most prone to error. 4) Some interviewers will be biased. 43 . 6) Decision making After completing all phases decision is formulated that is advantageous for the organization. 4) Analyze the information The next to last step in the marketing research process is to extract findings from the collected data. Decisions made are checked and implemented by managers. 3) Other will give biased answers.
44 . One dimensional diagrams are used e. Sampling methods are used.g. Graphs are used. Averages and measure of dispersion are computed.. bar diagrams.g. Two dimensional diagrams are used e. Simple and complex tables are used. pie diagrams.STATISTICAL TOOLS USED: • • • • • • • Tabulation of data & develops frequency distribution.
DATA ANALYSIS & FINDINGS 45 .
a graphical representation and an interpretation for the same.DATA ANALYSIS AND FINDINGS The following pages give an in depth analysis and interpretation for the data collected from dealers. Fifty dealers were taken to collect the information or data. 46 . Each aspect of analysis is shown separately accomplished with tabulatation.
Venus dealers are (20) & Sparehot dealers are (10). Usha dealers are (35).1) Which geysers do you deal in? TABLE -1 Baj aj Usha Venus Reckold Spare hot 40 35 20 45 10 GRAPHICAL REPRESENTATION: GEYSERS IN WHICH DEALERS DEAL NO OF RESPONDENTS 50 40 30 20 10 0 45 20 10 40 3 5 Venus Reckold Spare hot NAME OF GEYSERS GRAPH -1 INTERPETATION: The result shows that maximum number of dealers deal in Reckold geysers (45) whereas Bajaj dealers are (40). 47 .
2) How old is your retail outlet? TABLE-2 LESS-1 YEAR 1-4YEAR 4-8YEAR 8-ABOVE 10% 20% 40% 30% GRAPHICAL REPRESENTATION: ABOUT RETAIL OUTLET LESS-1 YEAR 10% 1-4YEAR 20% 8-ABOVE 30% LESS-1 YEAR 1-4YEAR 4-8YEAR 8-ABOVE 4-8YEAR 40% GRAPH-2 INTERPETATION: From the above interpretation it is clear that 10% dealers have less than 1 year old retail outlet. 48 . 20% dealers have 1-4 year old retail outlet. 40% dealers have 4-8 years old retail outlet whereas 30% dealers have more than 8 years old retail outlet.
49 .3) Which geyser do you think is best & why? TABLE-3 Bajaj Reckold Venus Usha Sparehot GRAPHICAL REPRESENTATION : Best Geyser Usha 20% Venus 10% Sparehot 0% Bajaj 20% 20% 50% 10% 20% - Bajaj Reckold Venus Usha Sparehot Reckold 50% GRAPH-3 INTERPETATION : 50% dealers said Reckold geysers are best. 20% prefer both Usha & Bajaj whereas l0% said Venus is best.
4) What are the strengths of Bajaj geysers? TABLE-4 Strengths Quality Look Price No. of Respondents 30 20 10 0 Quality Look Strengths Price 25 20 5 Series1 INTERPRETATION: 25 dealers said quality is the Bajaj strength. of Respondents 25 20 5 GRAPHICAL REPRESENTATION: Strengths of Bajaj Geysers No. 50 . 20 dealers said look is its strength whereas 5 dealers said price as its strength.
30% said it as average whereas 10% said it as bad. 51 .5) What is the marketing prospect of Bajaj Geysers? Table –5 Marketing prospect of Bajaj Geysers Good Average Bad Percentage 60% 30% 10% GRAPHICAL REPRESENTATION Marketing prospect of Bajaj Geysers Bad 10% Good Average 30% Good 60% Average Bad INTERPRETATION 60% of dealers said good about marketing prospect of Bajaj geysers.
They want more margin on Bajaj geysers.6) Are you satisfied with the margin you got by selling Bajaj geyers? TABLE-6 Yes No GRAPHICAL REPRESENTATION Satisfaction Level No 30% Yes No Yes 70% 70% 30% INTERPRETATION 70% of the dealers are satisfied by the margin whereas 30% dealers are not satisfied by the margin. 52 .
7) For which brand of geysers the demand is high? TABLE-7 Brand Bajaj Reckold Usha Venus Sparehot Demand 25% 40% 20% 10% 5% GRAPHICAL REPRESENTATION Demand Sparehot 5% Venus 10% Usha 20% Bajaj 25% Bajaj Reckold Usha Venus Reckold 40% Sparehot INTERPRETATION From the above graph we conclude that maximum demand is of Reckold (40%). then there is a demand of Bajaj followed by Usha & Venus. 53 .
54 .8) How much percentage of customer prefer following brands? TABLE – 8 Brands Bajaj Reckold Usha Venus Sparehot Percentage of customer 35% 30% 25% 10% 0% GRAPHICAL REPRESENTATION Demand Venus 10% Usha 25% Sparehot 0% Bajaj 35% Bajaj Reckold Usha Venus Sparehot Reckold 30% INTERPRETATION The above table shows that 35% of customers want to purchase Bajaj geysers. 30% f customers want to purchase Reckold geysers. 25% of customers want to purchase Usha geysers & 10% of customers want to purchase Venus geysers.
9) What are the reasons for switching customers from Bajaj geysers to other geysers? TABLE – 9 Reasons Large delay in servicing Lack of marketing strategies No. of respondents 35 15 GRAPHICAL REPRESENTATION Reasons for switching 40 30 20 10 0 35 15 Series1 No. 55 . of respondents Large delay in servicing Lack of marketing strategies Reasons INTERPRETATION From the above table we conclude that major reasons for switching customers to other brand are large delay in servicing & lack of market strategies.
10) How would you rank Bajaj geysers on a scale of 10? TABLE – 10 Rank 1 Rank 2 Rank 3 GRAPHICAL REPRESENTATION Rank of Bajaj Geysers No. 56 . of respondents 40 30 20 10 0 Rank 1 Rank 2 Rank Rank 3 10 30 10 10 30 10 Series1 INTERPRETATION The above table shows that 30 dealers ranked Bajaj as second. 10 dealers ranked Bajaj as first whereas 10 dealers ranked Bajaj as third.
• Lesser promotion effort. 57 . • Increase their presence at dealer point. • Delay in servicing facility. • Can afford major tie-ups. • Lack of advertisement.SWOT ANALYSIS Strengths: • Brand image • Product quality • Product awareness in the market. Opportunities: • Take advantage of brand image --Ba~jaj electrical limited" • Ability to convince the dealer through market representation. • Dealers distributed widely across the country. • Older player in the market. Weakness: • Lack of market strategies. • Joint venture would increase database& product range. • Good will in the market.
• To use market leader strategies. Usha. Threats: • Presence of other competitors with good capture of market eg Reckold. • Loyalty of consumers to other brands. Venus. 58 .
SUGGESTION 59 .
4) The company should work on positioning i.SUGGESTIONS I would like to recommend some points to the company. 1) The company should keep up its good work and should provide good sere-ice for its product at proper time. so that that the major dissatisfaction among the dealers and customers is not created. This is on the basis of the survey and anal\-sis of the study conducted in south & east Delhi. 3) Since the purchase decision of the customer is mostly influenced by the dealers therefore the dealer should be fully equipped with the best of information and some gifts at certain purchases. act of designing the company's offering and image to occupy a distinctive place in the mind of the target market. 2) The company should give much emphasis on incentive schemes and more margin of profit so that dealers are able to make more sales and have more profit for the company.e. 5) Company should use differentiation tools: In product differentiation it should focus on- 60 .
• Form • Features • Performance • Durability • Reliability • Repairability • Design In service differentiation it should focus on• • Ordering ease Delivery • Installation • Customer consulting • Maintenance & repair • Miscellaneous In personnel differentiation it should focus on• Competence • Competence 61 .
• Courtesy • Credibility • Reliability • Responsiveness • Communication In channel differentiation it should focus on• Coverage • Expertise • Performance In image differentiation it should focus on• Symbols • Symbols • Colors • Slogans • Special attributes 6) Company should also focus on events and sponsorships. 62 .
63 . • Guerrilla warfare: It consists of waging small intermittent attacks to harass and demoralize the opponent and eventually secure permanent footholds. • Flank attack: The major principal of offensive warfare is concentration of strength against weakness. • Encirclement attack: The encirclement maneuver is an attempt to capture a wide area of the enemy's territory. 8) Wall paintings. the attacker matches its opponent's product. The principal of force says that the side with greater manpower will win.7) As Reckold and Usha are market leaders whereas Bajaj is market challenger in home appliances it should use market challenger strategies which are given below • Frontal attack: In pure frontal attack. • Bypass attack: The most indirect assault strategy is bypass. pamphlets_ distribution procedure in the public can also help in the promotion of Bajai geysers. price & distribution. It means bypassing the enemy and attacking easier markets to broaden one's resource base. advertising.
LIMITATIONS 64 .
3) Sample size taken for the study is quite small and it therefore does not represent the whole population. but still the difficulties which was faced are as follows- 1) Area of survey is also limited as survey was conducted in south Delhi & east Delhi only. 7) Some of the dealers are biased. which are beyond human limitation. 6) Some of the dealers give wrong answers due to lack of interest. 2) Time and other factors.LIMITATIONS Every person try to do the work in the best possible way. 5) Some of the dealers do not take interest in filling questionnaire. but yet he/she faces certain difficulties. have also a bearing on the study. 65 . But still proper care was taken to present the report in the best possible way. 4) Since only limited number of dealers have been selected which do not represent the whole of the dealers in the Delhi city.
CONCLUSION 66 .
• Most of the dealers were the opinion that the company should adopt better methods for promoting their brand due to the entrance of the company's brand.CONCLUSION From the analysis following inferences can be drawn: • Some of the dealers mainly prefer to sell Bajaj geysers than to Reckold geysers because they have been dealers of Bajaj company for the last 30 years. • More promotional efforts are needed on the part of the company in media advertising so that each and every person comes to know about the Bajaj geysers. that the company needs to have some incentive schemes to promote m re sales because Reckold and Usha are giving tough competition to Bajaj Electrical Limited. 67 . • Most of the consumers give their preference to quality and service of geysers. • Dealers are at the View. Therefore company should take proper steps for improving the service facility for Bajai geysers. Secondly because of background reputation of the company.
• Consumers of Bajaj geysers prefer the overall look as compare to other geysers. So it is very necessary to have very good relationship with dealers & to give them benefits as far as possible. So the company should try to maintain it always.• The purchase decision of the consumers is mostly influenced by dealers due to their hold on the product and experience in dealing with that product. 68 .
ANNEXURES 69 .
QUESTIONNAIRE NAME OF DEALER : ADDRESS : NAME OF SHOP: • Which geysers do you deal in? Bajaj Usha Venus Reckold Spare hot • How old is your outlet? 1-4 year 4-8 year 8 years & more [ [ [ ] ] ] [ [ [ [ [ ] ] ] ] ] • Which geyser do you think is best & why? 1) • What are the strength of Bajaj geyser? 1) • What is the marketing prospect of Bajaj geyser? Good [ ] 70 .
Average Bad • [ [ ] ] Are you satisfied with the margin you are get by seling Bajaj geysers? Yes No [ [ ] ] • For which brand of geyser the demand is high? Bajaj Usha Venus Reckold Spare hot [ [ [ [ [ ] ] ] ] ] • How much percentage of customers prefer following brands geysers? Bajaj Usha Venus Reckold Spare hot [ [ [ [ [ ] ] ] ] ] • What are the reasons for switching customers from Bajaj geysers to other geysers? 1) 2) • How would you rank Bajaj geysers on the scale of 10? 71 .
_____________________________________________________________ _ 72 .
BIBLIOGRAPHY 73 .
com • www. Gaurav Saxena-WEBSITES • www.bajajelectrical.BIBLIOGRAPHY PERSONS • Mr.google.com MAGAZINES • Business in India BOOKS • Marketing Management by Philip Kotler 74 .
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