“A STUDY ON THE PURCHASE DECISION OF CUSTOMERS TOWARDS HAVELLS

PRODUCTS”

By

NAME : LOGANATHAN.C

REG.NO : 11509631018

Of

SRIRAM ENGINEERING COLLEGE

A SUMMER PROJECT REPORT

Submitted to the

DEPARTMENT OF MANAGEMENT SCIENCES

In partial fulfillment of the requirements

For the Award of Degree

Of

MASTER OF BUSINESS ADMINISTRATION

IN

MARKETING AND HUMAN RESOURCE MANAGEMENT

SEPTEMBER 2010
 BONAFIDE CERTIFICATE

This is to certify that the summer project titled “A STUDY ON THE PURCHASE
DECISION OF CUSTOMERS TOWARDS HAVELLS PRODUCTS” is a bonafide work
of Mr. C.LOGANATHAN (REG. NO: 11509631018) who carried out the research under
my supervision. Certified further that to the best of my knowledge the work reported
here in does not form part of any of the project or dissertation on the basis of which a
degree or award was conferred on an earlier occasion on this or any other candidate.

Dr.K.KARUPPIAH MRS. V. SUSAN J.MOSES

DIRECTOR (MBA) PROJECT GUIDE

EXTERNAL EXAMINER
 ACKNOWLEDGEMENT

I take this opportunity to express my sincere thanks to MR.VISHAL

(Asst.Marketing Manager) for their encouragement and support during the course of my
project work in their esteemed organization.

I also wholeheartedly appreciate the assistance offered by the employees of

Havells India Limited for spending their valuable time in providing their response and
also remarks to the survey conducted.

I like to thank and director Dr.K.KARUPPIAH for giving us an opportunity to carry

a project through which we gained a practical knowledge.

I would like to thank MRS. V. SUSAN J. MOSES lecturer for inspiring guidance
throughout my project.

I thank all my department staff members for their kind co-ordination.

Finally, I thank all my friends and my parents who helped to complete my project
work.

(C.LOGANATHAN)
 ABSTRACT

The study is the outcome of the title on “A STUDY ON THE PURCHASE

DECISION OF CUSTOMERS TOWARDS HAVELLS PRODUCTS”

The purpose of this study is to know the purchase decision of the customers with
respect to Havells India Limited.

Descriptive research is undertaken in this study in order to understand the

characteristics of organizations and to describe the characteristics of the variables of
interest in a interest in a situation. A structured questionnaire has been used as an
instrument for this study. The structured questionnaire consists of open ended like
multiple choices, close ended & dichotomous questions, ranking scale etc.

Convenience sampling procedure is used in this survey. The data collected from
the respondents are tabulated for statistical analysis.

Various statistical tools used for analysis are Spearman’s Rank Correlation, Chi-
Square test and one sample run test.

From the study it is revealed that customers of Havells are influenced by the price
of the electronic products, availability of the products and primarily due to the brand
name of the company.