PROJECT REPORT

ON
CUSTOMER SATISFACTION AND
BRAND LOYALTY OF IT PRODUCTS

SUBMITTED BY
 Table of Contents

Acknowledgement………………………………………………….3
Company Profile……………………………………………………4
Executive Summary………………………………………………..12
Research Objective…………………………………………………13
Research Methodology……………………………………………..13
Research Findings…………………………………………………..15
Conclusion…………………………………………………………..20
Recommendations…………………………………………………..21
Annexure…………………………………………………………....22
Questionnaire
Bibliography

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 ACKNOWLEDGEMENT
As I begin to reflect on the magnitude of this project report, I am reminded
of the celebrated quarterback who sprints on to the field in the last quarter of
the game, confers in the huddle, confidently strides out to the line of
scrimmage and throws the perfect spiral pass fifty yards downfield into the
end zone to score the winning touch down. The fans cheer, the coaches are
thrilled and the quarterback joyously revels in the glory of winning the
game. But it was a team effort, for a team makes each individual achieve
more. I have never been known to have words fail me, but as I begin to put
on paper the feelings I have towards the people who changed my heart, soul
& thought, I am overwhelmed. There is a difficulty in assigning a hierarchy
since it has been a true team effort since the beginning.

I wish to acknowledge Mr.Parminder Singh (Regional Head, Channel

Sales) and my project guide Mr. Anil Solanki (Account Manager) for their
unsatiable desire to know what was going on in my projects and for those
millions of opportunities they gave me to share their ideas and knowledge in
a large variety of settings.

I am sincerely thankful to Ms.Priti Kataria (Regional Head, HR) For her

endless support and guidance to persuade this project.

My special thanks to the staff of Wipro Infotech for their cooperation and
camaraderie shown to a trainee.

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 Company profile
Where did the journey begin?

Wipro was set up in the backdrop of the small town of Amalner in

Maharashtra in 1945. Primarily an oil factory, the chief products were
Sunflower Vanaspati and 787 laundry soap (a by-product of the Vanaspati
operations). The company was called Western India Products Limited, with
a modest presence in Maharashtra and Madhya Pradesh.

It was in the early eighties that Wipro made its foray into the Infotech arena.
An energetic, committed team of professional R & D and marketing
managers came together in Bangalore in 1980. With this began the Wipro
Infotech story. In a small lab at the Indian Institute of Science (IISc), the
team developed the first Indian 8086 chip.

An experience that reads two decades of understanding IT

Wipro Infotech, the domestic and Asia Pacific IT Services, Solutions and
Products division of the Rs 34,926 million (USD 715 million) Wipro
Limited (NYSE:WIT),has etched a trail-blazing path through the Indian IT
industry - fueling the growth of IT in the country, partnering with
organizations into the world of Information Technology.
At every twist and turn of the Indian IT journey, Wipro has contributed its
mite, learning and building on the experience. Today, two decades later, it
stands at the firmament,as a trusted and experienced provider of a

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comprehensive range of IT services,solutions and products. An experience
that now spans the globe.

A belief that the Customer is always first

At Wipro, it is understood that IT is a business enabler. Its ability to provide
continued business value to its customers has been due to its single-minded
devotion to Quality through best-of-breed products, global best practices and
best-in-class solutions. This powerful combination has taken it closer to its
customers, helping it become a partner in their success.

A knowledge that Quality means no compromises

The quality journey that saw it endorsing Six Sigma methodology flows
through every aspect of business – products, processes, people, and services.
Its devotion to quality is demonstrated through various initiatives – ISO, P-
CMM, Six Sigma- that ensure it brings you only the best of IT services and
solutions.

Delivering Customer satisfaction through Innovation

Wipro believe it is its ability to innovate that leads to customer satisfaction.
The focus of its Innovation framework is to learn from experience, build on
expertise and create solutions and services that satisfy its customers’ stated
and latent needs.

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Its Innovation methodology has seen it launch several new practice
including Storage Consulting, IT Outsourcing and Six Sigma Consulting,
which today is an integral part of its overall consulting framework.

‘TerraNova’,its Center of Excellence is a showcase of its solutions and

integration capabilities. State-of-the-art technologies and their working
across diverse platforms are demonstrated here, through a simulation of the
customer’s business environment. Its innovative e-procurement services are
brought to customers through 01markets. These comprehensive procurement
services enable clients to identify significant savings in the procurement of
direct as well as indirect goods, while substantially reducing sourcing cycle
times.

An expertise that delivers a wide range of solutions...

Backed by over two decades of experience, it brings multi-platform
expertise, global best practices, extensive reach and tested delivery
mechanisms to deliver reliable, high quality, cost-effective IT solutions.
Wipro’s expertise and experience instill in you the confidence to entrust
your entire IT lifecycle to it. It brings you complete IT services that help
plan, architect, implement, integrate, manage and support your IT
infrastructure -services that are backed by two decades of learning and
quality processes.

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...and suggests the right one - Consulting Services
Wipro’s experience with customers has peaked with high-value consulting
skills that are reinforced by a keen understanding of the key role that
technology plays in enabling business. It bring to you its significant
experience in the IT domain, extensive integration skills and sharp insight
into business dynamics - that help it advise you on how best to optimize
your IT investments.

An experience that breeds trust for customers in India and Asia Pacific
Having established itself strongly in the domestic market, it has extended
this leadership to global markets. Today, it has full- fledged business offices
in Dubai and Singapore with presence in Sydney, Taipei, Bangkok, Hong
Kong and Saudi Arabia Marking its early success in the region are several
prestigious project wins, in the high end IT Services that touch the core of its
customers’ business processes. These include end-to-end ERP
implementation, transport optimization, web-based dealer integration and
mediation implementation.

Today Wipro’s customers across India, Asia Pacific and the Middle East
recognize and appreciate its ability to deliver high quality, reliable and cost-
effective IT solutions. And recognize it as a partner in their success.
Now and in the future.

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8
 AWARDS & ACCOLADES

Awards and accolades have been a way of life during its two decade long
journey through the world of information technology. Listed below are some
of the more recent feathers in its cap.

Sun Asia South Award-Best Service Sales Partner

Wipro was awarded the Best Service Sales Partner by Sun Microsystems in
Asia South for the Finanical Year 2002.The Wipro Service Sales team has
grown the Sun Spectrum business at 98% over FY01. Wipro continues to be
the dominant partner for providing SUN Services in India.

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 Business Week Ranking
Wipro was ranked 5th in the world in Business Week's rating of the 'Most
Profitable Global IT Services Companies' (Issue dated June 24, 2002).
Wipro was also rated 98th in a rating of the Top 100 Infotech Companies
worldwide, by Business Week (Issue dated June 24, 2002).

Asia Inc. Rating

Wipro was ranked 10th and was the only IT services company to figure in
Asia Inc's November 2001 rating of the Top 20 corporate brands in Asia.

HP OpenView Olympic Sales Champion

Wipro Infotech was an HP OpenView Olympic Sales Champion for the year
2001. Wipro received this award for achieving the highest sales for the
OpenView product line in India.

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 Cisco No.1 Partner Award
Wipro received the Cisco Number 1 Partner award in recognition of
significant sales achievement for Cisco, for the financial year 2001.

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 ALLIANCES
Partnering with the best...

Wipro Infotech has forged strategic relationships with the some of the
world's best technology companies to bring to you a comprehensive suite of
IT products, solutions and services. When you come to Wipro you get to
leverage these extended relationships and access some of the world's best
technologies.

Wipro Infotech's list of alliance partners includes the who's who of the
technology world.

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13
 Executive Summary
In the ever-competitive IT products market it becomes necessary for each IT
producer to understand what the customer wants. Also an in
depth knowledge of the satisfaction levels and brand loyalty
helps them to better position their product in the minds of the
consumer.

The knowledge of the satisfaction levels of its own products helps the
producer to be in tune with the cusumers needs and demands
and an idea about the satisfaction levels of its competitors
makes the producer aware of opportunities lying ahead, if any.

Satisfaction is further directly related to Loyalty. The more the satisfaction

the more the loyalty, the more the sales, the more the profits
and that’s what you are there for.

Thus we conducted a Market Research to reveal the insights of IT Buyers on

the decision-making parameters and their satisfaction levels to
different IT brands and their loyalty towards them.

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 Objective

The research objective is to study the Brand loyalty and Customer

Satisfaction levels and Rank the attributes in order of preference.

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 Methodology

A quantitative study had been done which has been layered with
qualitative inputs gathered on the basis of interviews during data
collection

The Sampling technique used has been Stratified sampling To ensure

clear representation of various segments

The Respondent Profile has beenIT managers : Decision makers

The Total Contacts have been: 85

MNC’s - 47
Government Bodies - 10
Educational Institutions - 17
Hotel Industry - 9

SOME RESPONDENTS
Goodyear India
LG Electronics India Ltd
HDFC Bank
HSBC
Nokia

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 Escorts
Hero Honda Motors
Maruti Udyog
Delhi Public School

Step: 1

Satisfaction levels
The Respondents were made to rate their Product Satisfaction and After
Sales Service Satisfaction levels on a scale of 1 to 5 with 5 being the
highest.

Step: 2

 Loyalty

 The Respondents were asked weather they were considering

changing their IT Products - why or why not?

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Step: 3

Decision influencing criteria

The Respondents were made to rank the following parameters in order of
preference on a scale of 1 to 5 with 5 being the highest.

Total cost of ownership

After Sales Service
Brand
Performance

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 The Findings

There has been a wide chasm between Wipro and the leader as far as
brands owned are concerned

70 68 SUN

60 APPLE
ASSEMBLED

50 DELL
HCL

40 38 HP
IBM
30 29 NAS
SONY
20 TOSHIBA
WIN 2000
10 8 8 10
4 6
WIPRO
3 3 4 4
0
Total

HP seems to be a hot favourite followed by IBM, followed by Dell

The gap between the top 3 and the remaining is very wide.
Wipro falls far behind by a large margin

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 However, it does not seem to reflect in the overall satisfaction levels
After all, Customer Satisfaction is all about managing expectations

5 5
5
4.74.6 4.7 4.8
4.6
4.5 4.3 4.3 4.2 SUN
4 4
4 APPLE
3.5
ASSEMBLED
DELL
3 HCL
HP
2.5
IBM
2 NAS
SONY
1.5
TOSHIBA
1 WIN 2000
WIPRO
0.5

Users seem to be satisfied with the brands that they are using
All brands reflect high satisfaction levels.
Surprisingly even assembled products reflect high satisfaction

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WHAT IS SATISFACTION:

Satisfaction is the level of a person’s felt state resulting from comparing a

product’s perceived performance (or outcome) in relation to the
person’s expectations.
People have different expectations of the same product or service
experience.
Expectations can become unrealistic.

Most users are also satisfied with the after sales service offered by various
brands

5 5 5
5
4.5 4.3 4.4 4.5 4.5 4.5 SUN
4.2
4 APPLE
4 3.9 3.8 ASSEMBLED
3.5 DELL
3 HCL
HP
2.5
IBM
2 NAS
1.5 SONY
TOSHIBA
1
WIN 2000
0.5 WIPRO
0

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 DOES SATISFACTION LEAD TO LOYALTY?

Loyalty/
Commitment

Dissatisfied Satisfied Delighted

High Satisfaction levels lead to high loyalty which is why just

2 respondents are considering to change their IT Products

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 Also Product performance emerges as the key deciding factor

Total cost of
21% ownership
34% After sales
service
Brand
23% Ranking
Performance
22%

All the other features are a distant second

Is this why even assembled products enjoy high satisfaction levels?
Is a good brand anyway expected to perform well? Good performance is
implicit in a good brand

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 Conclusion

The market is ruled by 3 players: HP, IBM, Dell

Very low penetration for Wipro

Market leadership is attributed to their brand strength

Irrespective of the penetration levels, all brands enjoy reasonable satisfaction

There seems to develop familiarity with one brand which makes the user
resistant to change

Product performance, implicit in a brand with good image, is a deciding

factor for purchase

Recommendations for Wipro

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Wipro needs to maximize its best customer

Keep them happy with regular servicing

Offer its present customers an opportunity to purchase more products

from it: up gradation, added features etc.

Experiment with a promotion wherein its existing customer gets

rewarded for recommending Wipro to a friend and the
recommendation getting converted into sales.

Position Wipro as a hardware player

Possibly under a new sub brand, co-branded with Wipro

-To ride on the already established Wipro Brand

Direct marketing Vs Mass Media for salience

- In the immediate future ,get a bigger bang for the buck by directly
contacting the potential TG
Regular Mailing activity to the decision makers
With introduction to high end hardware products from Wipro

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 For the long term, invest in stronger brand building (may be mass
media?)

Ride on the new wave

Make the emerging IT buyers as the focus in the near future

Tap into Educational institutions and the BPO industry
Also look at PSU’s as focus companies since they are not too brand
conscious

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 Annexure

QUESTIONNAIRE

Part A
Dear Sir / Madam,

We are conducting a survey and have prepared a questionnaire for that and
would sincerely request you to fill it. We thank you for your co-operation.

To start with, may I have the pleasure to know some details about you.

Respondent’s Name: ____________________________________________________

Respondent’s Designation: _______________________________________________

Company Name and Address:

_______________________________________________________________________
_
Contact No: (O) _______________(R) ______________ (Mob)_________________

Interviewer’s Name: _______________ Date Of Interview: _________________

Thank You

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 Part B

QUESTIONNAIRE

Question 1: What is the IT Infrastructure that your company has?

Brand Quantity Specifications

a) Desktops
b) Servers
c) Storage Solutions
d) Laptops
e) Any other (please Specify)

Question 2: What would you rate your satisfaction level of the IT Products you are
currently using

IBM HP WIPRO HCL DELL OTHER

(specify)
_______
Very
Satisfied
Almost
Satisfied
Not
Satisfied
Almost
Dissatisfied
Very
Dissatisfied
Question 3: How would you rate the after sales service of the IT Products you are
Currently using

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 IBM HP WIPRO HCL DELL OTHER
(specify)
_______
Very
Satisfied
Almost
Satisfied
Not
Satisfied
Almost
Dissatisfied
Very
Dissatisfied

Question 4: Rank the factors, which make you, decide on the IT Infrastructure to use
from 1 to 5 with 1 being the lowest and 5 being the highest.

_________Total Cost of Ownership (TCO)

_________After Sales Service
_________Brand
_________Performance
_________Others (Please Specify) ________________

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Question 5: Are you considering to change your IT Products company?

Yes No

Why or Why Not

____________________________________________________________

Question 6: Can you please elaborate on the companies plans to buy more IT
Infrastructure.

Question 7: Other Comments: (If any)

Thank You

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 BIBLIOGRAPHY

Books

 Principles Of Marketing by PHILIP KOTLER

 Research Methodology by C.R.KOTHARI

Magazines

 Dataquest

 Computers today

 PC Guide

Websites

 www.wipro.co.in

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