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PURCHASE DECISION OF CUSTOMERS TOWARDS HAVELLS PRODUCTS

2011

Rahul Rajendra Havells India LTD

A Project Report On

PURCHASE DECISION OF CUSTOMERS TOWARDS HAVELLS PRODUCTS


At

Submitted In Partial Fulfillment For The Requirem ent For The Award Of

PGP+MSBTE
Submitted to Prof. Brijesh Submitted by Rahul Rajendra J-38 (Marketing) (BATCH 2010 2012) INDIRA INSTITUTE OF CAREER STUDIES

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ACKNOWLEDGEMENT

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ACKNOWLEDGMENT

I take this opportunity to express my sincere thanks to everyone who has directly or indirectly helped me in completing my summer project successfully. I would like to thanks HAVELLS INDIA LTD. For giving me an opportunity to work on this project in this reputed organization. The two months spend with Havells India ltd. has been real fruitful experience. I am very thankful to Mr. Amit kaushik (Branch Manager),Havells India who has provide me with such a wonderful opportunity to gain practical experience by working on a project for this organization . I owe a profound intellectual debt to my project guide Mr.A.K.Naveen (Product Head) Havells India ltd, Pune for guiding me at each stage of my project and giving me valuable inputs, taking time out from his busy schedule to help me with my project. I thanks Mr.Durgesh Singh, Mr. Ritesh Raman And, Mr.Abhishek Singh Sisodia (business development) of Havells India Ltd.Pune for their extended support and guideline Proved to me each steps of my project. I thanks Ms. Madhuri Sathe placement director, Indira group of institute for providing me with an valuable opportunity to gain practical knowledge how and Learn more about the corporate. I thank our Prof. Brijesh for helping me completing the project successfully.

Rahul Rajendra Indira Institute of Career Studies

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TABLE OF CONTENT

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TABLE OF CONTENT

Sr. No.
1 EXECUTIVE SUMMARY. 2 INTRODUCTION. 3 COMPANY PROFILE. 4 PRODUCT PROFILE. 5 OBJECTIVES &SCOPE. 6 RESEARCH METHODOLOGY.

TOPIC

PAGE NO.
7 9 11 33 42 45 49 61 64 69 74

7 DATA ANALYSIS AND INTERPRETATION. 8 FINDINGS. 9 RECOMMENDATIONS & SUGGESTIONS. 10 BIBLIOGRAPHY & REFERENCES. 11 ANNEXURE.

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EXECUTIVE SUMMARY

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EXECUTIVE SUMMARY
The title of my project is PURCHASE DECISION OF CUSTOMERS TOWARDS HAVELLS PRODUCTS . The main reason for selecting this topic is to study about the factors which influence the customers to purchase the Havells Products.

Summer training program make us to understand how theoretical knowledge will applied in practical field. It exactly in this context that I was privileged enough to HAVELLS INDIA LTD. Pune as a summ er trainee. The experience that I have gathered in the duration of training has certainly provided me with an orientation, which I believe, will help me and shoulder any assignment successfully in future.

In today s market where the customers are playing a major role and its extremely necessary for an organization to see that their product provides complete satisfaction to their customer by fulfilling their needs. During this project the study included to find overall image of Havells India Ltd. as a brand, peoples view about its services, suggestions and innovations wanted by people.

My project was in two parts that the customers purchase decision and research about the Havells Product. In the project duration I find out the potential customer like individuals, small medium enterprise and make people aware about the products of Havells.

Havells is acknowledged as a manufacturer and supplier of the widest range of quality low voltage electrical equipment. With a num ber of strategic alliances in place. Havells is the only company that has shown phenomenal growth rate with the help of various joint ventures, acquisitions, mergers and takeovers.

After carrying out the extensive study it was observed that Havells India Ltd. will not find any difficulty to extend its service in the market. It has already become a market leader.

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INTRODUCTION

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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.

As per the recent survey, the global electrical & electronics market is worth $1,038.8 billion, which is forecasted to grow to $ 1,216.8 billion at the end of the year 2008. If we talk of electrical & electronics production statistics, the industry accounted for $1,025.8 billion in 2006, which is forcasted to reach $1,051.5 billion in future.

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 poor financial health of the SEBs is however a damper that cannot be wished away in the short term. This will continue to plague corporate in the Electrical Industry, until the SEB restructuring and unbundling brings a turnaround in the medium term.

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COMPANY PROFILE

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COMPANYS 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, Water Heaters, Fans, Power Capacitors, CFL Lamps, Luminaires for Domestic, Commercial & Industrial applications and Modular Switches covering the entire gamut of household, commercial and industrial electrical needs. Havells owns som e of the prestigious global brands like Crabtree, Sylvania, Concord, Lum inance, Linolite, & SLI Lighting. With 94 branches / representative offices and over 5000 professionals in over 50 countries across the globe, the group has achieved rapid success in the past few years. Its 12 state-of-the-art manufacturing units in India located at Haridwar, Baddi, Noida, Faridabad, Alwar, Neem rana, and 6 state-of-the-art manufacturing plants located across Europe, Latin America & Africa churn out globally acclaim ed 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. Havells is acknowledged as a manufacturer and supplier of the widest range of quality low voltage electrical equipment. With a num ber of strategic alliances in place. Havells is the only company that has shown phenomenal growth rate with the help of various joint ventures, acquisitions, mergers and takeovers. The Havells recently acquired Frankfurt headquartered, SLI Sylvania for $300 mn. The company is a leading global designer and provider of lighting systems for lamps and fixtures. Sylavania is one of the m ost globally recognized brand for over a century in the electrical industry with brands like Sylvania, Concord: marlin, Luminance, Claude and Linolite-Sylvaina. The company has acquired a number of International certifications, like CSA, KEMA, CB, CE, ASTA, CPA, SEMKO, SIRIUM (Malaysia), SPRING (Singapore), TSE (Turkey), SNI (Indonesia) and EDD (Bahrain) for various products. 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, Modular Switches & Luminaires. The company has been consistent in its brand
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promotion with sponsorship of Cricket events like T20 World Cup, India-Australia Series and IPL Season first, second and third. The company has also taken the initiative to reach directly to the consum ers through "Havells Galaxy" a one stop shop for all electrical and lighting needs.

SOCIAL AND ENVIROMENT INITIATIVE

Social and environmental responsibility has been at the forefront of Havells operating philosophy and as a result the company consistently contributes to socially responsible activities. For instance, the company is providing mid-day meal in government schools in Alwar district, covering 15000 students per day. Besides this company has acquired land for constructing a larger kitchen with all the modern facilities to serve freshly cooked food to 50000 students in the area. Havells runs a mobile Medical Van, equipped with a trained doctor and necessary medicines in the rural areas of Delhi & NCR for the very poor and needy villagers. We also set up free medical check-up camps. In the past also, the company has generously contributed to the society during various national calamities like the Bihar Flood, Tsunami and Kargil National Relief Fund etc.

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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 our vision through fairness, business ethics, global reach, technological expertise, building long term relationships with all our associates, customers, partners, and employees

Values:
Customer Delight : A commitment to surpassing our customer expectations.Leadership by example. A comm itment to set standards in our business and transactions based on mutual trust. Integrity and Transparency : A commitment to be ethical, sincere and open in our dealings. Pursuit of Excellence : A commitment to strive relentlessly, to constantly improve ourselves, our teams, our services and products so as to become the best in class.

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Work Culture:
QRG Group is continuously applying modern managem ent techniques such as Kaizen to enable employees to improve their day to day functioning in small steps, one at a time. QRG has also implemented Japanese version of 5S which stands for "a place for everything and everything in its place". The company has introduced these techniques as it firmly believes that small changes add up to large results and the only way for a corporation to grow, is to make its people grow. The Group is driven by qualified and experienced professi onals backed by a work force of over 8000 employees. All branches and manufacturing facilities are computerized and networked with each other. An open door policy at all levels encourages employees to be participative, innovative and creative. Empowering employees helps the organization in harnessing individual talents to the fullest. Emphasis is laid on building team spirit which helps employees to realize collective potential.

Manufacturing Plants:
Powerful trends are shaping up industry for the 21st century. Because of rapid spread of advanced technologies complexity of work is increasing - almost daily. With the state of the art equipments and manufacturing facilities, QRG group is helping to boost safety in workplaces from the factory to the offices, domestic buildings to commercial plazas. All the manufacturing units are ably supervised and controlled by technocrats and industry specialists. The group has well managed, well equipped tool rooms with machines like CCV Line, CNC Machines, EDM Wire Cut, Spark Erosion Machines, Lathes and Surface Grinders.

Our strategic alliances with some of the leading technology corporations in the world of electrical engineering, ensure constant access to the latest developments in the international markets, which are then adapted to the tough tropical conditions. Our manufacturing units are fully equipped with the latest and most sophisticated facilities in India. And in the hands of our highly qualified technical experts, this results in some of the most advanced product development in the country

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Location: Branch offices / zonal offices / manufacturing plants:Haridwar, Uttaranchal Products manufactured: Fans and CFLs Baddi, Himanchal Pradesh Products manufactured: MCBs, CFLs and Switches Samepur Badli, Delhi Products manufactured: MCBs, ELCBs and DBs Tilak Nagar, Delhi Products manufactured: Energy Meters NOIDA, UP Product manufactured: Fans Alwar, Rajasthan Products manufactured: Cables & Wires Faridabad, Haryana Products manufactured : CFLs and Industrial Products. Gurgaon, Haryana Luminaries and Lighting fixtures Jalandhar

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Products manufactured: MCBs, ELCBs, DBs, Wires and Industrial Switchgear Gurgaon, Haryana Products manufactured: Modular Plate Switches & Accessories Bhiwadi, Rajasthan Products manufactured: Bathroom fittings & Accessories Sahibabad, UP Products manufactured: Trivector Meters, Reference Standard Meters Hyderabad, AP Products manufactured: Energy Meters

The essence of quality at QRG is closely wrapped in the way we think, plan and work. It finds its true expression when we extend beyond ourselves to exceed our customer s expectations. To deliver products that are safer, faster and simply better. Each time, every time. Building customer confidence through teamwork is a top priority to provide a wide variety of products and services. Realizing and respecting the basic needs of customers to feel m ore secure, we've committed ourselves to make our products better, safer and smarter than what he or she is looking for. That's a passion that began 30 years ago and that's how it continues to be even today. Our customers rely on us and it is our responsibility to give them the very best. All our products are as per IEC standards.

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Certifications / Approvals
ISO-9001 : 2000 (all manufacturing units) KEMA KEUR CE Smark CSA CB SEMKO SIRIUM (Malaysia) SPRING (Singapore) TSE (Turkey) SNI (Indonesia) EDD (Bahrain) Risk of fire Risk of Electrocution (Electric shocks) Electrocution is the passage through human body, which is dangerous .The flow

of current through human body, affects two vital functions

Breathing Heart Beat

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Electrocution can lead to muscle contraction causing respiratory paralysis, cardiac fibrillation and immediate cardiac arrest resulting in death depending upon the magnitude of the leakage current and the contract voltage. Risk of fire Poorly insulated wiring or loose connections are enough to create fire hazards a portion of the current which normally flows in the conductor can find a way back to the earth through these "leaks" and through materials with varying degrees of conductivity. These materials are not intended to conduct current, and may get heated up to such a degree that they will set fire to whatever they are in contact with (insulation, wood etc.). This is the start of fire Solution Earth Leakage Circuit Breakers installed in the circuit senses these leakage currents and isolates the faulty circuit thereby ensuring safety against the hazards of earth leakage. It is mandatory to install an ELCB in the incoming circuit for all installations except those specified by the section 30 of the Indian Electricity Act, 1910.

Promoters:
QRG Group is one of the fastest growing Electrical and Power Distribution Equipment Company in the country, manufacturing products ranging from building circuit protection, industrial & domestic switchgear, cables & wires, energy meters, fans, CFLs, luminaries, bath fittings and modular switches.

The groupIndia Ltd. (the flagship company). 1) Havells comprises of 5 companies :


2) Standard Electricals 3) Crabtree India Ltd. 4) TTL 5) Sylvania

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Miles stones

2011: Launch of new range of Control Gear Cosmic Star series 2010: Launch of Havells brand in US & Mexico Sets up 2nd unit for Fan manufacturing at Haridwar. Acquired 100% interest in Standard Electricals Sets up World's First New Generation CMH Lamp Plant at Neemrana. Enter into Electric Water Heaters business.

2009: Set up of fully autom atic 2nd unit for switchgear manufacturing at Baddi. Global consolidation of CFL manufacturing plant at Neemrana for domestic and export purposes. Launch of India's 1st HPF CFL Launch of India's 1st BEE 5* Rated Fan

2008: First Indian CFL manufacturers to have adopted RoHS, European

norms on Restriction of Hazardous Substances in CFLs. Set up of Global Corporate office, QRG Towers at Expressway Noida Investment of Rs.50 Crores in Global Center for Research and Innovation (CRI)

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Set up of fully automatic plant for Havells Lafert Motors at Neemrana Change in Corporate BRAND identity

2007: Set-up of Capacitor manufacturing plant in Noida, UP with the capacity of 6, 00,000 kVAr per month. Acquired the Lighting business of a Frankfurt based company "Sylvania", a global leader in lighting business and now the com pany's turnover crosses US$ 1 Billion. Warburg Pincus, a global private equity firm and one of the largest investors in India, invested US $110 million in Havells India Ltd. Havells issued fresh shares to Warburg Pincus, representing approximately 11.2% of the fully diluted share capital of the company. QRG Group entered healthcare business by acquiring a majority stake in Central Hospital and Research Centre, Faridabad.

2006: Crabtree India merged with Havells India. Added CFL production unit in Haridwar manufacturing plant. Expansion at Alwar manufacturing plant for increase of production capacity. Expansion at Baddi manufacturing plant and set-up of an Export Oriented Unit. First Com pany to get the ISI Certification for complete range of CFLs. Started mid-day meal program at Alwar, Rajasthan caters to 10,000 students from 77 schools.

2005: Set up manufacturing plant in Haridwar, Uttaranchal for manufacturing Fans. Awarded the KEMA certification by The Dutch Council for Accreditation, making QRG the only group to attain this certification. Set up of R&D Center in Noida H.O.

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2004: Set up manufacturing plant at Baddi , HP for manufacturing of Domestic Switchgear. Set up a manufacturing plant for manufacturing of CFL at existing manufacturing plant in Faridabad, Haryan. Set up a manufacturing plant for manufacturing of Ceiling Fans at Noida, UP. Set-up our own marketing office in London through our wholly owned subsidiary company Havells U.K. Ltd. In December, 2004 placed 235 fully convertible debentures of Rs. 10 Lacs on M/s. Shine Ltd., Mauritius and the debenture will be converted in June, 2006. Attained the CE certificate for CFL.

2003: Launch of Fans, CFL and Lighting 2002: Standard Electrical Company becomes a 100% Subsidiary of the com pany. Attained the IEC certification for Industrial switchgear and CSA certification for all manufacturing plants. 2001: Acquired business of Havells Industries Ltd, MCCB of Crabtree India Limited and merged ECS Limited in the company to consolidate its area of core competence. 2000: Acquired controlling stake in Duke Arnics Electronics (P) Limited engaged in m anufacturing of Electronic Meters-Single Phase, Three Phase, Multi Function, Tri Vectors. Acquired controlling interest in an industry major-Standard Electricals Ltd.

1998: Introduced high-end Ferraris Meters in Joint Venture with DZG, Germany. 1997: Acquired Electric Control & Switchboards at NOIDA, UP for

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manufacturing customized packaged solutions. 1993: Set up another manufacturing plant at Faridabad, Haryana for Control Gear Products. 1990: Set up a manufacturing plant at Sahibabad, UP for Changeover Switches.

Major clients

I dea

Infosys

LT

Maha Genco

Parsvnath Industries Limited

Reliance Tel ecom

Reliance

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TATA Consultancy Services

Unitech

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Rail Coach Factory

Permanent Magnet Ltd

Q.H. Tal Bros. Ltd.

DRDO

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Atul Auto Ltd.

Ashok Leyland Ltd.

Bharat Aluminium Co.

Australia Government

Bharat Coking Coal

Vizag Steel Plant

BMC

The Hindu

H.P.C.L.

HCL

Highway Cycle Ltd. (Hero Group)

I.C.F

Indian Institute of Technology

Integral Coach Factory

Kirloskar Brothers Ltd.

M.E.S.

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Maharashtra State Electricity Board

Maheshwari Electrical Mfrs. Pvt. Ltd.

Mahindra & Mahindra Ltd.

Raj Industries

Nest Foundation

Northern Coalfields Ltd.

PRE STUDY

Need of the study


Havells India Ltd is a standardize name for the quality product in domestic and international electrical market.
The purpose of the study is to analyze where Havells product stands against its competitors in market. What are the reasons why inspite of recession in market Anchor is performing well? What are the various problems faced by the dealers while dealing with Havells Switches? % TOMA for the Havells (Switches). What can be the various steps that could be initiated by the company to improve its market share?

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Background Reading

The Havells india entered in modular switch segment 15 years ago with Crabtree. Crabtree was invented by John Ashworth Crabtree in 1919 who was also inventor of the Switches. With the tagline of Crafted to perfection crabtree has emerged as a premium brand in the modular switch industry. Crabtree modular switches are a preferred choice for homes, offices and industry which made it the fastest growing company i n the industry. Now Havells owned two ranges of modular switches, one with a name of

Crabtree which is offered as Premium range and second one with the name of Havells which is offered as economical range. Crabtree is offered in three ranges: Athena Thames Verona

Havells is offered in three ranges: Coral Pearlz Oro

Havells and crabtree is of offering complete range of accessory with modular plates up to 24 modules and Concealed Box with an option of metal and PVC. The Havells is facing a stiff competition from Anchor Roma and some of the local brands like Vinay etc

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whereas crabtree is posing a competition to brands like Legrand s mozake, Wipro s northwest, anchor s woods, m.k., and some of the local brands like Vinay, shilnder. Out of the whole Pune modular switch market anchor owns the maximum m arket share whereas legrand holds the number two market share. Anchor is been in Indian electrical market from last 50 years which has provided the company with a very old and strong distribution network, brand awareness amongst the dealers and consumers. Today, in India anchor has become a synonym for electrical product which is posing a greater challenge for the company to establish itself in the customer s mind. The market share of the companies present in Pune is represented with the help of a pie chart shown below.

Competitors of Havells are following companies:

In switches the Havells have the following companies who are the competitors.
Anchor Legrand Shilnder Vinay Wipro MK

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PRODUCT KNOWLEDGE

Economical range Premium range

The economical range com es with a name of Havells switches which has two models pearlz and coral.

A new addition of Havells product portfolio is: a range of aesthetically designed modular plate switches that are engineered to deliver protection and built to last. A well-designed knob provides soft operation and the ultratech mechanism ensures longevity. These switches promises quality and reliability. Available in a pure white finish, these switches lend pristine beauty to your walls for years.

The premium range comes under the brand name of crabtree switches. In crabtree there are three varients thames, Athena and Piccadilly.

Crabtree switches, sockets and accessories are designed for the rugged Indian conditions. The range is created from retardant, self extinguishing poly carbonate plastic, which withstands the glow wire test at 9600 C. Ultra-violet stabilized material is used to avoid discoloration even after long exposure to sunlight.

IDENTIFIED PROBLEM
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Prices of the products are more as compare to the competitors.

NEED OF THE STUDY


This study does not answer all the problems which arise in the Havells. There are many certain formulas for analyzing particular problems, but the aim of the study is to develop ability of decision making & strategic formulation. A right decision at the right time itself helps the organization to run efficiently. It is here that this project becomes important as it aims to understand all the aspects of corporate selling, the detail study of all the competitive brands of Havells Products. The observational study made during the training would help the sales division of Havells to devise effective market strategy for the given area that would ultimately help to strengthen their position in the market, would enhance brand preference amongst the consumers.

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PRODUCT PROFILE

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PRODUCT PROFILE
Havells India Ltd has em erged as preferred choice for discerning range of individual and industrial consumers. The firm s 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.

PRODUCTS:
1) 2) 3) 4) 5) 6) 7) 8) BUILDING CIRCUIT PROTECTION INDUSTRIAL CIRCUIT PROTECTION MOTORS CAPACITORS LIGHTING CFL FANS MODULAR PLATE SWITCHES

9) CABLES AND WIRES

10) DIGITAL DIMMING

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Miniature Circuit Breakers (MCB s)

In the residential, commercial and Industrial sectors, final electrical distribution needs are continuously evolving. Improved operating safety, continuity of service, greater convenience and operating cost have assumed tremendous significance

Havell's breakers have been designed to continually adapt to these evolving needs.Havell's maintaining pace with the technological changes has introduced Miniature Circuit Breakers tested as per the latest specifications IS:8828-1996, IEC:8981995 for a breaking capacity of 10KA.

Figure# Havells Miniature Circuit Breakers

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Capacitor
Havells started manufacturing of its new range of products Capacitors in February 2007 Havells Capacitors are designed and manufactured using S3 technology. It encompenses product with triple shield with differential disconnector in the event of any fault within due to environm ental compatibility. Automatic controlled Vacuum potting of "Element Modules" ensures fault remains localized and protects the installation in spite of hazards. Advance technologies adopted in our "Capacitors" offer you unmatched safety and outstanding perform ance under Indian conditions benefiting you month after month and every year from now on...Our commitment to manufacturing excellence and providing a world class quality products at affordable prices in creating your industry more energy efficient, now from even wider spectrum of products from Havells; we offer you a complete solution which is not only safe and reliable but also help you save your energy.

Figure# Havells capacitor 35 | P a g e

Fans
Havells entered fan business in mid - 2003 and has emerged as one of the fastest growing fan brands in the Indian market. Havells has captured customers' fancy with innovative design and excellent finishes. From premium fans in exquisite antique finishes to fans specially designed for kids, dual color fans and super speed fans. Havells offers a complete range to meet varied individual needs

Figure# Havells fan

Cables
Set up in the year 1996, Havells Cables plant (an ISO: 9001-2000 certified unit) islocated in Alwar, in the state of Rajasthan, India. Since inception, Havells has investedheavily in the manufacturing infrastructure, which has today become one of the largest inIndia. All wires & cables are manufactured on most modern laser controlled automaticmachines, using best raw material from primary manufacturers ensuring perfect quality

Features: Highly compacted conductors to reduce AC losses which are due to skin and proximity effect. Purest insulation to bear thermal and thermo-mechanical stresses at continuous

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normal and short circuit tem perature conditions. Complete protection against most forms of electrolytic and chemical corrosion. Extruded inner sheath (for XLPE insulated power cable HT). Sequential length marking on outer sheath of the cables. Over 90%armour coverage of armored cables..

Figure# Havells Cables

Switches

A new addition to the Havells product portfolio Pearlz, a range of aesthetically designed modular plate switches that are engineered to deliver protection and built to last. A welldesigned knob provides soft operation and the ultra-tech mechanism ensures longevity .Pearlz promises quality and reliability. Available in a pure white finish, these switches lend pristine beauty to your walls for years.

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Figure# Havells switches

CFL (Compact Fluorescent Lamps)


Havells is one of India's leading energy efficient, lighting solutions Company. Always sensitive to the needs of the consumers and country, the company strives to serve them better with energy efficient light sources. The new range of compact fluorescent lamps and luminaries from Havells are a result of this conviction.

Manufactured using state-of-the-art machinery, cutting edge technologies and top quality raw m aterials imported from the world's best sources, provide the consumers with the highest lumen output that too with lowest power consumption. These CFLs last eight times longer than ordinary GLS bulbs. They brighten your life with more light, m ore savings and more life. With two manufacturing units in India and clients ranging from Asia-Pacific, Middle East, Europe, Africa and Australia Havells CFL is a story of constant innovation and profound quality.

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Figure# CFL

Havells Green CFL

Havells is continuing upgrade products in order to best serve modern discerning consumer. Havells CFL is environment friendly by introducing India s first Eco friendly GREEN CFL. Today most of company use liquid mercury due to cost effectiveness and simple technology. These CFL contained a least 3 to 5 times more than prescribed normsby Indian and international standard. But Havells modified all its CFL production lines and adapt PDT (Pill Dosing Technology). With PDT Havells now use amalgamated mercury pills that are less harmful to the environment as compared to conven tional use of liquid mercury. These pills also conform to Indian and international standard on use of mercury in CFLs.

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Additionally Havells is first Indian CFL m anufacturing to have adopted RoHS, European norms on Restriction of Hazardous Substances in CFLs. Havells two unit plants in India and client ranging from Asia-Pacific, Middle East, Europe, Africa and Australia Havells CFL is a story of constant innovation and profound quality.

Figure# Havells Green CFL

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OBJECTIVES & SCOPE OF THE STUDY

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OBJECTIVES

Primary Objective:To find out the people s perception in purchasing the products of Havells India.

Secondary Objective:To know the personal views of people regarding choices among various Electrical

products of Havells. their choices.

To study which branded electronic products are mostly preferred by people as per

Comparison between various Electrical products of Havells. Find out factor influencing the people at the time of purchasing Electrical products QUALITY, DURABILITY, VARIETY, and PRICE.

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Scope of the study


This study would be useful for companies to know what people perceive and thinking about Electrical products offered by Havells .The study would be useful to other researchers as a secondary data. This study would be useful to form strategies & to make further decisions according to perception of people about electronic products in Havells.

Deliverables
The questionnaire is set in order to conduct the primary research to determine the choices and the preferences of the customers. The study also helps to analyze the brand preference and the customer views of

Havells India Limited.

The primary research is undertaken to determine the prom inent factors that attracts the customers towards the company for recurr ing purchase.

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RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY

Research provides an analytical frame work for the subject matter of investigation. As research is based on observation and empirical evidences, it improves knowledge and understanding as well as decision making skills. Gathering primary data for analytical purposes or using secondary data for first hand investigation should be involved in research. It stimulates the process of understanding. A systematic research involves various formalities and procedures: Decision making objectives Project objectives Policy objectives Controlling objectives Economic and business environment objectives Market objectives Product objectives Innovation objectives Customer satisfaction objectives Profit objectives Promotional objectives Corporate objectives

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TYPE OF PROJECT Descriptive Research:

Descriptive Research has been used; it involves surveys and fact findings enquiry of different kinds the major purpose of descriptive research is the description of the state of affairs, as it exists at present. The main characteristics of this method are that the Research Instrument researcher has no control over the variable; he can only report The research instrument used in this study structured questionnaire. Structured what has happened or questionnaire are those questionnaire in which there are predetermined questions relating to the aspect for which the researcher collect data. Theof research utilized in what is happening. The methods questions are presented with exactly the same wording and in the same order to all the respondents. descriptive research are survey methods of all kinds, including comparative methods.
Questionnaire Design
The structured questionnaire for Appraisal system with the following types of questionnaire open ended, multiple choice and ranking scale.

RESEARCH TOOLS AND TECHNIQUES: The aim of the project was to find out the market potential of the Havells India Ltd. through individuals, various enterprises and to find out potential distributors for distribution of Havells Products.

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Research Design:
Research design is a set of advance decisions that make up the master plan specifying the methods and procedures for collecting and analyzing the needed information. Research design is needed because it facilitates the smooth sailing of the various research operations there by making research efficient as possible and yielding maximum information with minimum expenditure of efforts, time and money. Resea rch design is generally classified as:-

Descriptive Research Exploratory Research Casual Research Analytical Research Applied Research Fundamental Research Quantitative Research Qualitative Research Conceptual Research

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Classification of Research Design

Research Design

Exploratory Design

Conclusive Design

Descriptive Design

Casual Design

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DATA PROCESSING Data collection


Data refers to information or facts. It includes numerical figures, non numerical figures, descriptive facts, and qualitative information. The task of data collection begins after a research problem has been defined and research plan has been detected. The nature of data is both primary and secondary data.

1. Primary data
The primary data are those that are collected through questionnaire. The questionnaire was framed in such a manner to obtain correct information, graded suitable for the study. The primary data are those which are collected fresh and for the first time, and thus happen to be original in character. Here primary data collection through discussion with the different respondents using questionnaire and interactions.

2. Secondary data
The secondary data has been collected through oral communication. Secondary data is about the company website. Any data which has been gathered earlier som e other purpose are secondary data in the hands of marketing researcher. This data which is collected by someone else and which have been passed through the statistical process.

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Research Data

Secondary Data

Primary Data

Qualitative Data

Quantitative Data

Descriptive

Casual

Survey Data

Observational and Other Data

Experimental Data

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Sampling Design:
A sampling design is a definite plan for obtaining a sample from a given population. It refers to the technique or the procedures the research would adopt in selecting items from the sample. Sample design may as well lay down the number of items to be included in the sample i.e. the size of the sample. Sample design is determined before data are collected. There are many sample designs from which a researcher can choose. Different types of sample design: 1. Probability Sampling 2. Non Probability Sampling

1. Probability Sampling
Probability sampling is also known as random sampling . Under this sampling design, every item of the universe has an equal chance of inclusion in the sample. The result obtained from probability or random sampling can be assured in terms of probanlity. Random sampling from a finite population refer s to that method of sample selection which gives each possible sample combination an equal probability of being picked up and each item in the entire population to have an equal chance of being included in the sample.

2. Non Probability Sampling


Non probability sampling is also known by different names such as deliberate sampling, purposive sampling and judgment sampling. In this not every element of the target population has a chance of being selected because the inclusion or exclusion of elements in a sample is left to the discretion of the researcher. It is that procedure sampling procedure which does not afford any basis for estimating the probability that in the population has of being included in the sample. For research purpose, the sampling technique selected is Probabilistic Sampling. The population for the project was large; it was not possible to meet every one so researcher select convenience sampling method from non-probability sampling method

TARGET RESPONDENTS
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The results could be skewed because of a small sample size of 150 only. The target respondents were the customers owning Havells product and also non users of Havells Electronic product.

LIMITATIONS

Limitation of the study:


Time and resource constraint. The respondents in many cases were unwilling to provide all the information. The same information cannot be accessed due to its confidential nature.

PROPOSED SAMPLING METHODS

Convenience sampling has been used in this study. Convenience sampling is used for selection of homogeneous sample for the study. It refers to selecting a sample of study. It is non probability sampling. Thus research study may include study objects, which are conveniently located. Research findings based on convenient sampling however, cannot be generalized.

Tools used during the study Survey Cold Calling Web research

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DATA ANALYSIS AND INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION


Proposed analysis and interpretation methodologies:
The data after collection has to be processed and analyzed in accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for a scientific study and for ensuring that we have all relevant data. Processing implies editing, coding, classification and tabulation of collected data so that they acquiescent analysis. The term analysis refers to the computation of certain measures along with searching for patterns of relationship that exist among data groups. Thus, In the process of analysis, relationship or difference supporting or conflicting with original or new hypothesis should be subjected to statistical test of significance to determine with that validity data can be said to indicate any conclusions.
Analysis of data in general way involves a number of closely related operations that performed with the purpose of summarizing the collected data and organizing them in such manner that the answers the research question.

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1. Fro m whe re di d yo u cam e to kno w a bo ut Ha ve ll s? Sal espe rson a)


b) Wo rd of m o uth c) Te levisio n d) Ne wspa pe r Sr. no Attributes No .of Respondents Percentage (%) 1 Sa lespe r so n 130 87% 2 Wor d o f m ou th 14 9% 3 Te levisi on 5 4 N ewspa pe r 1 Total 150 100%

3% 1%

Percentage (%)
3% 1% 9% Salesperson 87% Word of mouth Television Newspaper

Interpretation: This graph shows that most of the salesperson came to know about the Havells from the salespersons of the company followed by word of mouth and television advertisement.
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2. W ha t do you thi nk ab ou t the pr ice o f the h avel ls pr o du ct w ith com p ar e t o o the r brand? a) Very high b) High c) Ok d) Low Sr. no Attributes No .of Respondents Percentage (%)

1 Very high 13 9% 2 High 117 78% 3 Ok


4 Low Total 150 100%

18 12% 2 1%

Percentage (%)
1% 12% 9% Very high High Ok 78% Low

Interpretation:

This graph shows that most of the retailers think that the price of the Havells Product is higher when compared with other companies.

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3. Are you satisfied with the margin that is provided to you by Havells? a) Satisfied b) Neither satisfied nor dissatisfied c) Dissatisfied

Sr. No Attributes No .of Respondents Percentage (%) 1 Satisfied 82 55% 15 10% 150 100%

2 Neither satisfied nor dissatisfied 53 35% 3 Dissatisfied


Total

Percentage (%)

Satisfied 55% 35% Neither satisfied nor dissatisfied Dissatisfied 10% Satisfied Neither satisfied nor dissatisfied Dissatisfied

10% 20% 30% 0% 40% 50% 60%

Interpretation:

This graph shows that m ore than half of the retailers are satisfied with the margin that is provided to them and 35% of the retailers are neither satisfied nor dissatisfied.

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4. Are you satisfied with the scheme that is offered to you by Havells? a) Satisfied b) Neither satisfied nor dissatisfied c) Dissatisfied

Sr. No Attributes No .of Respondents Percentage (%) 1 Satisfied 93 62% 13 9% 150 100%

2 Neither satisfied nor dissatisfied 44 29% 3 Dissatisfied


Total

Percentage (%)

Satisfied 62% Neither satisfied nor dissatisfied 29% 9% Satisfied Neither satisfied nor dissatisfied Dissatisfied Dissatisfied

10% 20% 0% 30% 40% 50% 60% 70%

Interpretation:

This graph shows that nearly 62% retailers are satisfied with the scheme that they get from the Havells but 9% of the retailers are dissatisfied with the scheme.

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5. Did your sales of Havells Product increase from before? a) Yes b) No Sr. no Attributes No .of Respondents Percentage (%) 1 Yes 2 No Total 150 100% 83 55% 67 45%

Percentage (%)

45% 55% Yes No

Interpretation: This graph shows that 55% of the retailers said that their sales increased from before while 45% said their sales have not increased.

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6. How is the delivery service of the Havells with respect to other companies? a) Good b) Average c) Below average

Sr. no Attributes No .of Respondents Percentage (%) 1 2 3 Good Average Below Average 48 32% Total 150 100% 79 53% 23 15%

Percentage (%)

Good 53% 32% Average Below Average

10% 20% 30% 0% 40% 50% 60%

15% Good Average Below Average

Interpretation: This graph shows that more than half of the retailers think that Havells deliver y service is good but nearly 32% of the retailers told that the delivery service of Havells is average.
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7. Did you know about Havells switches from before? a) Yes b) No Sr. no Attributes No .of Respondents Percentage (%) 1 Yes 103 69% 2 No Total 150 100% 47 31%

Percentage (%)

31% Yes No 69%

Interpretation: This graph shows that the brand awareness of Havells Products is very good. Havells has done extensive marketing of its brand and is well established in the market.

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8. Did you switch over from any other brand to this brand? a) Yes b) No

Sr. no Attributes No .of Respondents Percentage (%) 1 Yes 2 No Total 150 100% 95 63% 55 37%

Percentage (%)

37% Yes No 63%

Interpretation: This graph shows that the brand is well favoured and preferred by customers. Thus, showing its popularity in the market.

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9. What are the factors which influence your buying decision?


a) Price b) Availability c) Schemes d) Quality e) Advertisement Sr. no Attributes No .of Respondents Percentage (%) 1 Price 2 Availability 42 28% 3 Schemes 24 16% 4 Quality 18 12% 5 Advertisement 12 8% Total 150 100% 54 36%

Percentage (%)

Price Availability

10% 15% 0% 20% 5% 25% 30% 35% 40%

Schemes Quality Advertisement

Interpretation: This graph shows that the most important attribute that influences a custom er s buying decision is price followed by availability of the product.
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10. What is main purpose of using Havells product? a) Personal b) Official c) Both Sr. no Attributes No .of Respondents Percentage (%) 1 Personal 78 52% 2 Official 3 Both Total 60 40% 12 8% 150 100%

Percentage (%)
8%

Personal 40% 52% Official Both

Interpretation: This graph shows that Havells Products are more popular among household than official. Hence, a major part of the market is the household segment.

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FINDINGS

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FINDINGS
1. Most of the retailers came to know about Havells from the salesperson and

Advertisement.

2. More than 50% of the retailers are selling Havells Product for more than a year. 3. 78% of the retailers think that the price of the Havells is higher when compared to

other company.

4. 55% of the retailers are satisfied with the margin that is provided to them by

Havells and 10% are dissatisfied.

5. 58% of the retailers told that the sales of Havells increased from before. 6. Out of all categories of Havells Products fans is the highest selling in most of the

stores.

7. 57% of the retailers told that they will prefer selling Havells because customers

are demanding it more.

8. 53% of the retailers are satisfied with the delivery ser vices of the Havells but few

of the retailers are not satisfied with the delivery ser vices. Havells. use.

9. The demand is not up to the mark of other companies when compared with

10. It is found that Havells Products are majorly used in household rather than official

11. Havells Products are gaining popularity everyday as more and more number of

customers are switching to the brand.

12. Due to the gaining popularity the sales of the company is seeing a rapid growth,

thus increasing the market share of the company.

13. All markets have good demand of Havells.

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SWOT ANALYSIS

Strengths
Reputation in marketplace. Expertise at partner level in HRM

Weaknesses
Shortage of consultants at

consultancy.

operating level rather than partner level.

Unable to deal with multidisciplinary assignments because of size or lack of ability.

Opportunities
Well established position with a

Threats
Large consultancies operating at a

well defined market niche.

minor level.

Identified market for consultancy in areas other than HRM.

Other small consultancies looking to invade the marketplace.

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RECOMMENDATIONS & SUGGESTION

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RECOMMENDATIONS & SUGGESTIONS


More local/ regional advertisements should be there to make people aware about

Havells and its products.

There should be more advertisement on the world wide web also. Campaigning should be done at all level. Business Development Officers should contact Architects and Contractors on regular basis. More flexible discount schemes should be provided Product catalogues and price lists should be provided to the cu stomers/ on regular

basis.

Increase the percentage rate of ADJUSTMENT POLICY.

Need to expand customer care center.

Company should tie up with some event management company to organize various

promotional activities like canopy, Carnival.

Company should make policy for fixed end user price for all dealers so that fair game will be played & dealer would not to compromise on their margin.

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CONCLUSION

The study was done in order to find out the purchase decision of customers towards Havells products. After analyzing the data, it was found that the purchase decision of customers towards Havells products is better and not the best. Various suggestions are suggested to increase the purchase decision of customers and help to reach target.

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BIBLIOGRAPHY & REFERENCES

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BIBLIOGRAPHY & REFERENCES

Books Referred:
Research Methodology : Kothari Philip Kotler

Principles of Marketing Management :

Web Access
www.google.com

www.havells.com
www.crabtree.com

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ANNEXURE

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ANNEXURE

QUESTIONNAIRE
I am Rahul Rajendra, managem ent student of Indira group of Institute undergoing MBA project on purchase decision of customers with reference to Havells would be grateful if you kindly spare your valuable time to fill up the questionnaire which would help me to complete my project successfully on time.

Thanking you

Personal Details
a. Name b. Age c. Gender d. Address e. Phone No f. Occupation : a. Businessman c. Private [ ] : : : : : [ ] b. Govt.Employee [ ] d.Others Specify [ ]

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1. From where did you come to know about Havells? a) b) c) d) e) f) g) Newspaper Television Magazine Internet Salesperson Word of mouth Others (Please specify) ________________________________

2. What do you think about the price of Havells with compare to others?

a) Very high b) High c) Ok d) Low e) Very low 3. Are you satisfied with the margin i.e. provided by Havells?
a) b) c) d) Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied

4. Are you satisfied with the scheme that is offered to you by Havells? a) b) c) d) Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied

5. Did your sales of Havells Product increase from previous months? a) Yes b) No
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11. Did is switched over from of the Havells when you gave orders with respect 6. How youthe delivery service any other brand to this brand? other companies? a) Yes b) No a) Very good b) Good 12. c) Average factors which influence your buying decision? What are the d) Below average a) Price b) Availability c) Schemes 7. Did you know about Havells switches from before? d) Quality e) Advertisement a) Yes b) No 13. What is main purpose of using Havells product? 8. From how many months you are selling Havells Product? a) Personal b) months a) 1-3 Official c) months b) 3-6 Both c) 6-9 months d) More than a year

9. Which is the highest selling switches in your store? a) b) c) d) Havells Standard Legrand Others (Please specify) __________________________________

10. Which brand will you give more priority while selling? a) b) c) d) e)
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Havells Anchor Legrand Standard Others (Please specify) __________________________________