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INDUSTRY PROFILE: Prospects of the Indian Electric Industry: Like every other industrial sector in India, the Indian

Electrical Industry toois slowly emerging from out of its "protective cover". For far too long has Indian Industryremained shackled and consequently inward looking. Over the past fifty years there wasno exposure to global players and competition, with the result that the Industry grew upin a sheltered environment, dependent on the Government for everything, from licensesto protection to tariffs. Each one of these interventions was aimed at securing protectionfor oneself and ensuring growth of ones own organization at the cost of industry andthe 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 thusno 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 accountedfor $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 atemporary phenomenon. The power sector in India is bound to grow and this willundoubtedly boost demand from the Utilities, quite apart from the industrial demandwhich 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 willcontinue to plague corporate in the Electrical Industry, until the SEB restructuring andunbundling brings a turnaround in the medium term COMPANY PROFILE : Havells India Ltd is a billion-dollar-plus organization, and is one of thelargest & India's fastest growing electrical and power distribution equipmentmanufacturer with products ranging from Industrial & Domestic Circuit ProtectionSwitchgear, Cables & Wires, Motors, Fans, Power Capacitors, CFL Lamps, Luminariesfor Domestic, Commercial & Industrial applications, Modular Switches & Bath fittingscovering the entire gamut of household, commercial and industrial electrical needs.Havells owns some of the prestigious global brands like Crabtree, Sylvania,Concord, Luminance, Linolite & SLI Lighting.With 91 branches / representative offices and over 8000 professionals in over 50countries across the globe, the group has achieved rapid success in the past few years.Its 7 state-of-the-art manufacturing plants in India located at Haridwar, Baddi, Noida,Faridabad, Bhiwadi, Alwar, Neemrana, and 9 state-of-the-art manufacturing plantslocated across Europe, Latin America & Africa churn out globally acclaimed products.Havells is a name synonymous with excellence and expertise in the electrical industry.Its 20000 strong global distribution network is prompt to service customers.The company has acquired a number of International certifications, like BASEC, CSA,KEMA, CB, CE, ASTA, CPA, SEMKO, SIRIUM (Malaysia), SPRING (Singapore), TSE(Turkey), SNI (Indonesia) and EDD (Bahrain) for various products.Today, Havells and its brands have emerged as the preferred choice of electricalproducts for discerning individuals and industrial consumers both in India and abroad.

In an attempt to transform itself from an industrial product company to a consumer products company, Havells launched the consumer electrical products such as CFLs,Fans, and Modular Switches & Luminaries.The essence of Havells success lies in the expertise of its fine team of professionals,strong relationships with associates and the ability to adapt quickly and efficiently, withthe vision to always think ahead. Vision: "To be a globally recognized corporation that provides best electrical & lightingsolutions, delivered by best-in-class people." Mission: To achieve their vision through fairness, business ethics, global reach,technological expertise, building long term relationships with all our associates,customers, partners, and employees. VALUES:Customer Delight: A commitment to surpassing our customer expectations. Leadership byexample. A commitment to set standards in their business and transactionsbased on mutual trust.I ntegrity and Transparency: A commitment to be ethical, sincere and open in their dealings.Pursuit of Excellence: A commitment to strive relentlessly, to constantly improve themselves, their teams, their services and products so as to become the best in class. Mistone: Product PROFILE: 1.2 IDENTIFIED PROBLEM

The organization does not have more customer care center and the customersare not well aware of the existing customer care centers.

The decrease in the promotional activities is not satisfied by the customers.

The organization does not focus on a advertisement and sales promotionactivities.

The organization is not good at checking the product before delivery NEED FOR THE STUDY: 4

OBJECTIVES AND SCOPE1.4.1 Objectives for the study:Primary Objective:-

To find out the peoples perception in purchasing the products of Havells India. Secondary Objective:-

To know the personal views of people regarding choices among various Electronicproducts of Havells.

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

Comparison between various Electronic products of Havells.

Find out factor influencing the people at the time of purchasing Electronic products QUALITY, DURABILITY, VARIETY, and PRICE 2 Scope of the study

This study would be useful for companies to know what people perceive andthinking about Electronic products offered by Havells .The study would beuseful to other researchers as a secondary data. This study would be useful toform strategies & to make further decisions according to perception of peopleabout electronic products in Havells.

.5 Deliverables:

The questionnaire is set in order to conduct the primary research todetermine 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 prominent factorsthat attracts the customers towards the company for recurring purchase. CHAPTER -2 LITRERTURE SURVEY: 2.1 REVIEW OF LITERATURE 2.1.1 Book Review.

The concept of brand image has been very significant to consumer behavior from post 1950s. As Aaker and Keller confirmed in Hsiehs study that, brand imagehas been considered a vital part of a firms marketing program, not only because itserves as a foundation for tactical marketing mix issues but also because it plays anintegral role in building long term brand-equity (1990).Definition:Earlier definitions of brand image are presented in broad terms by Dobni(1990) who put forward the following writers understanding of brand image. Newmanstated it as everything the people associate with the brand (1957). Reynolds (1965)confirms that an image was centered on drawing a few key beliefs from a vast variety of sources, thus creating your own impression based on the brand. Herzogs concurs thatbrand image was the sum of the total impressions. (1973). Indeed, such definitions allconcur together; echoed by the words of Levy who stated that a brand image is aconstellation of pictures and ideas in peoples minds that sum up their knowledge of thebrand and their main attitudes towards it (1978). A more recent insight into brandimage was added by Woodside who defined image as the degree of positive or negative affect associated with psychological object (Reid, 2001). Theory behind brand image: According to Tyler (1957), there are three approaches to brand image:Subjective, Objective and Literal.The first type, is a subjective image, this is when a potential customer hears or sees thebrand name/logo and feel obliged to purchase the product or service, despite a lack of understanding as to

why this is the case. The case simply relates to how the brand isperceived as significant to an individuals self-consciousness.The second type of brand image is the objective form which is the attempt to generate an emotional need for the product, leaving you with the feeling that you need topurchase the product so as to satisfy this need. 12

The third is literal image, i.e. a logo which represents a company. Thisimplies that upon seeing this picture/logo, the name of the company does not need tobe uttered as the picture tells the consumer the whole story e.g. Nike with the tick or McDonalds with the golden arches. Evidently, the approach used to obtain and sustaina brand image will vary upon several factors as reflected by the analysis presented byTyler.Oxenfeldt and Swanns idea was that the brand image should allow thecompany to establish its position within its market segment, protecting it fromcompetition, thus allowing them to build upon this with market share growth (Park et al,1986).Moreover Park et al (1986) put forward in Bhats article that the importance of establishing a brand image relevant to its market segment in which it is based, issignificant so as to ascertain a strong brand position, help create a barrier to entry for potential competitors: thus raise the brands performance in the market. 2.2 RESEARCH GAP

There are areas which have been identified and do require further investigation.The main issues that the some studies had not specified about the requirementsof the customers regarding the product.

However, some studies have suggested about various factors of purchasedecision but does not help in decision making & strategic formulation.

The scope of this study was limited to certain characteristics of the customers butdoes not aim at what they perceive and think about Electronic products CHAPTER-3 METHODOLOGY: 3.1 TYPE OF PROJECT: 3.1.1 Descriptive Research:

Descriptive Research has been used; it involves surveys and fact findingsenquirer 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 arethat the researcher has no control over the variable; he can only report what hashappened or what is happening. The methods of research utilized in descriptiveresearch are survey methods of all kinds, including comparative methods. 3.1.2 Research Instrument The research instrument used in this study structured questionnaire.Structured questionnaire are those questionnaire in which there are predeterminedquestions relating to the aspect for which the researcher collect data. The questions arepresented with exactly the same wording and in the same order to all the respondents. 3.1.3 Questionnaire Design The structured questionnaire for Appraisal system with the following typesof questionnaire open ended, multiple choice and ranking scale. 3.2 TARGET RESPONDENTS

The results could be skewed because of a small sample size of 50 only .

The target respondents were the customers owning Havells product and also nonusers of Havells Electronic product. 3.3 ASSUMPTIONS, CONSTRAINS AND LIMITATIONS 3.3.1 Assumption

The results could be skewed because of a small sample size of 100 only.

People who purchase Havells product are assumed to be satisfied with their advertising and sales promotion activities. 3.3.2 Constraints

There may be bias in the collected information.

Few respondents were reluctant while answering due to their busy schedule.

The time limit was only 45 days . 3.3.3 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. 3.4 PROPOSED SAMPLING METHODS Convenience sampling has been used in this study. Convenience sampling isused for selection of homogeneous sample for the study. It refers to selecting a sampleof study. It is non probability sampling. Thus research study may include studyobjects, which are conveniently located. Research findings based on convenientsampling however, cannot be generalized. 3.5 DATA PROCESSINGData collection

Data refers to information or facts. It includes numerical figures, non numericalfigures, descriptive facts, and qualitative information. The task of data collection beginsafter a research problem has been defined and research plan has been detected. Thenature of data is both primary and secondary data. 1. Primary data The primary data are those that are collected through questionnaire. Thequestionnaire was framed in such a manner to obtain correct information, gradedsuitable for the study. 2.

Secondary data The secondary data has been collected through oral communication. Secondarydata is about the company website. 3.6 TOOLS FOR ANALYSIS

Chi-square test

Rank correlation

One sample run test 3.6.1 Chi Square Test: The chi square test, written as -test, is a useful measure of comparingexperimentally obtained results with those expected theoretically and based on thehypothesis. It is used as a test statistics in testing a hypothesis that provides a set of theoretical frequencies with which observed frequencies are compared. In general chi square test is applied to those problems in which we study whether the frequency withwhich a given event has occurred , is significantly different from the one expectedtheoretically.The measure of chi square enables us to find out the degree of discrepancybetween observed frequencies and theoretical frequencies and thus to determinewhether the discrepancy so obtained between observed frequencies and theoreticalfrequencies is due to the error of sampling or due to chance.The chi square is computed on the basis of frequencies in a sample and thusthe value of chi square so obtained is statistics. Chi square is not a parameter as itsvalue is not derived from the observation in a population. Hence chi square test is anon parametric test.Chi square test is not concerned with any population distribution and its observation.The test was first used in testing statistical hypothesis by Karl Pearson in theyear is defined as() = (Oi-Ei) /EiWhere Oi = observed frequency of i th event. Ei = Expected frequency of i th event.We require the following steps to calculate Step 1: calculate all the expected frequencies,Step 2: take the difference between each observed frequency and the correspondingexpected frequency. Step 3: square the difference for each value of i.Step 4: divide each square difference by the corresponding expected frequencyStep 5: add all the quotients obtained in step 4, then () = (Oi-Ei) /Ei is the required value of chi square. It should be noted that

The value of is always positive as each pair is squared one.

will be zero if each pair is zero and it may assume any value extending toinfinity. When the difference between the observed frequency and the expectedfrequency in each pair is unequal. Thus lies between 0 and 8.

The significance test on is always based on the one tailed test of the righthand side of standard normal curve as is always non negative.

As is a statistic and not a parameter, so it does not involve any assumptionabout the form of original distribution from which the observation have come. Degrees Of Freedom The number of data that are given in the form of a series of variables in a row or column or the no of frequencies that are put in cells in a contingency table, which canbe calculated independently is called degrees of freedom and is denoted by v.Case 1: if the data is given in the form of a series of variable in a row or column,then the degrees of freedom = (number of items in the series)-1, that is , v= n-1,where nis the number in the series in a row or column.Case 2 : when the number of frequencies are put in cells in a contingency table ,the degrees of freedom will be the product of (number of rows less than one) and the(number of column less than one).that is ,v =(r-1) (c-1), where R is the number of rows and c is the no of columns. Condition for applying chi square test 1.Each of the observation making up the samples for this test should beindependent of each other.2.The expected frequency of any item or cell should not be less than 5. If it is lessthan 5 , then frequencies taking from the adjacent items or cells are pooledtogether in order to make it 5 or more than3.The total no of observation used in this test must be large that is n=30.4.This test is used only for drawing inferences by testing hypothesis. It cannot beused for estimation of parameter or any other value.5.It is wholly dependent on the degrees of freedom.6.The frequencies used in test should be absolute and not relative in terms.7.The observation collected for test should be on random basis of sampling test.The chi square test is widely used to test the independents of attributes. It is appliedto test the association between the attributes when the sample data is presented in theform of a contingency table with any number of rows and columns. 3.6.2 Spearmans Rank Correlation coefficient

The coefficient of rank correlation is based on the various values of the variantsand it is denoted by R. It is applied in the problems in which data cannot be measuredquantitatively assessment is possible such as awareness satisfaction etc.The rank correlation is given by the formula: R= 1 - 6D2 N(n2-1) CHAPTER 4 DATA ANALYSIS AND INTERPRETATION 4.1 Proposed analysis and interpretation methodologies: The data after collection has to be processed and analyzed in accordance withthe outline laid down for the purpose at the time of developing the research plan. This isessential for a scientific study and for ensuring that we have all relevant data.Processing implies editing, coding, classification and tabulation of collected data so thatthey acquiescent analysis.The term analysis refers to the computation of certain measures along withsearching for patterns of relationship that exist among data groups. Thus, In theprocess of analysis, relationship or difference supporting or conflicting with original or new hypothesis should be subjected to statistical test of significance to determine withthat validity data can be said to indicate any conclusions.Analysis of data in general way involves a number of closely related operationsthat performed with the purpose of summarizing the collected data and organizing themin such manner that the answers the research question. TEST NO 1 Spearmans Rank Correlation coefficient Ranking the Factors That Influence the Buying Decision FactorRank IRank IIRank IIIRank IVRank vtotal quality213--6schemes-11215Availability-21--3Price4231-10advertisement----11 25(TABLE FOR RANKING)


Havells India Company having large number of channel partners butit is not supporting & taking care all of them equally which results inincreasing discontentment among new channel partners becauseits not possible for company to support all of them equally.Company should take some positive action against it.

Company executive should visit dealers on regular basis.

They should pay proper attention towards checking of variouscomponents of products before end user delivery. Otherwise it tendstowards defame of brand name in comparison to rivals.

Need to expand customer care center.

Proper attention should be paid for advertisement planningotherwise it may lead to problem for dealer as well as for company.

Company should tie up with some event management company toorganize various promotional activities like canopy, Carnival.

Company should make policy for fixed end user price for all dealersso that fair game will be played & dealer would not to compromiseon their margin. 5.3 CONCLUSION The study was done in order to find out the purchase decision of customerstowards Havells products. After analyzing the data, it was found that the purchasedecision of customers towards Havells products is better and not the best. Varioussuggestions are suggested to increase the purchase decision of customers and help toreach target. 5.4 DIRECTION FOR FUTURE RESEARCH

There are some aspects influencing customer purchase decisions likedependency on the Culture of the country. In-depth study of the demand for theproducts are left untouched in this study due to time Constraints which canfurther be explored .

The factors such as higher expectation and satisfaction level of the brand canfurther researched. And the testing of availability of the products with the retailerscan be explored for the further research.