You are on page 1of 78

THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

INTRODUCTION TO THE PROJECT

The researcher has taken a project from Godrej & Boyce Mfg. Co. Ltd. a

division of Godrej group of companies. The topic of the project was

Consumer Behaviour Towards Godrej Safe and Secutity.

I was asked to do marketing survey on the products of the company to

identify the need of security equipment in the market. The Godrej is having

following products in its security equipments product line: -

 Currency counting machines

 Electronic Safes

 Electronic Alarm Systems

 Time Attendance System

 Surveillance Systems

I have done survey for the need/demand in the market for these products

equally. I asked to do the market survey to know the actual need of the

electronic security equipment in different types of categories divided in

hotels, govt., construction, financers & Misc. The sample size was taken of

120 respondents.

My major focus was on the factors that were influencing the need in the

market for the electronic security equipments. My sample plan was to

capture the information of the different categorized segments of industries.

I have got good responses majority was positive.

My chosen areas for my project were whole Patna and nearby that where

these types of segments like hotels, construction sites, financers, govt. &

private firms were located.

Page | 1
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

OBJECTIVE OF THE STUDY

 To study the level of prospect customers of Electronic Security

systems & The Need of security in Public & Private sector.

 To know about the popularity of electronic security equipment in the

market.

SCOPE & SIGNIFICANCE

The study of Need of Security in Government & Industrial Sector offers a

new perspective for evaluating the security necessities in different categories

of sectors. The study enables the organization to know the actual condition

of market & requirement of the different market players. The study was

conducted by Personal Interview & Survey method, which included

questionnaire, responses for each question with the respect to the sample

are studied & then respective percentages are calculated. This study also

proves to be beneficial for evaluating the needed products for the sites

categorize. To the researcher the project supplemented the theoretical

knowledge of the research by providing him an opportunity to understand

the application of marketing research concepts and there practical

implications.

Page | 2
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

RESEARCH METHODOLOGY

Research Design

Research Design is the basic framework, which provides the guidelines the

study; it is the arrangement of conditions & analysis in a manner that aims

to combine relevance to the research purpose with economy in procedure. It

was a descriptive research, which has been done by making an in-depth

study to get knowledge about the subject.

Data Collection Method

There are two types of data:

 Primary

 Secondary

The secondary data refers to those data, which have been gathered, from the

agency & Company itself. On the other hand primary data gathered by the

researcher afresh for the specific study undertaken by him. Primary data

can be collected by three methods:

 Observation

 Survey

 Personal Interview

The researcher has chosen the survey method with the help of

Questionnaire for the data collection method.

Page | 3
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Research Instruments

Research Instrument calls by the name of tool of collecting the data. As

above said the researcher has chosen questionnaire as research instrument,

which gives most satisfactory results.

Sample Plan

In sample plan the researcher has to decide about the sample unit, sample

size, sampling procedure and contact method.

Universe: 120 respondents of Patna.

Sample unit: This part of the sample plan involve the decision about

the respondents whether Financial institutions, Hotels, Manufacturing units

& Industrial sectors, Construction houses or a combination of all of them.

The researcher has chosen combination of these as his sample unit.

Sample size: It involves researcher’s sample size decision about how

many units to be surveyed. The sample size include 120 respondents which

is combination of different types of respondents

Contact method: The last issue to be decided in sampling plan is to

determine the contact method i.e. how the selected unit be approached.

Various methods available are mail survey, telephonic survey and personal

interviews. The researcher has used personal interviews and telephonic

survey as methods to get the information and questionnaire filled.

Field Work

At the end after finishing up the problem definition and research design,

researcher conducted the actual data collection procedure. This is called

Page | 4
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

fieldwork. The researcher has encountered with an average number of

problems during his fieldwork, respondents refuse to cooperate sometimes,

unable to give proper time, not interested to meet & the bargaining nature of

the businessmen etc.

Limitation of the Research

 The researcher tried to make the research work as accurate &

authentic as possible. However the following constraints were still

unavoidable:

 The information provided by the respondents on which all the results

were drawn cannot be denied that here was always a possibility of

response error.

 The respondent’s were in segments so the time taken to interview with

them was too much.

 The study was conducted within a time frame work of two months

duration only.

 The respondents feel reluctant about the survey conducted.

 Secondary data could not be fully utilized because of difficulty in

assessing it.

Page | 5
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

CORPORATE PROFILE

Godrej& Boyce Mfg. Co. Ltd.

History

The Company celebrated its centenary in 1997. In 1897 a young man

named Ardeshir Godrej gave up law and turned to lock making. Ardeshir

went on to make safes and security equipment of the highest order, and

then stunned the world by creating toilet soap from vegetable oil. His

brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej

towards becoming a vibrant, multi-business enterprise. Pirojsha laid the

foundation for the sprawling industrial garden township (ISO 14001-

certified) now called Pirojshanagar in the suburbs of Mumbai. Godrej

touches the lives of millions of Indians every day. To them, it is a symbol of

enduring ideals in a changing world.

Incorporation

Established in 1897, the Company was incorporated with limited liability on

March 3, 1932, under the Indian Companies Act, 1913.

Combined Sales - Subsidiaries and Affiliates

The Company is one of the largest privately held diversified industrial

corporations in India. The combined Sales (including Excise Duty) of the

Company, its subsidiaries and affiliates, during the Fiscal Year ended March

31, 2005, amounted to over Rs. 50,000 million (US$ 1,150 million).

Board of Directors

J. N. Godrej (Chairman and Managing Director),

A. B. Godrej, N. B. Godrej,

Page | 6
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

V. M. Crishna, K. N. Petigara,

B. A. Hathikhanavala,

F. P. Sarkari,

P. D. Lam, K. A. Palia and

P. P. Shah.

Shareholders

Since its inception, the Company is controlled by the GODREJ family based

in Mumbai, India. Its shares are not listed on any Stock Exchange. About

one-fourth of the Company's share capital is held by Pirojsha Godrej

Foundation, a public charitable trust.

Branches (Sales and Service) and Retail Showrooms

Mumbai, Ahmedabad, Bhopal, Indore, Jabalpur, Pune,• Raipur

New Delhi, Chandigarh, Faridabad, Ghaziabad, Patna, Kanpur,• Lucknow

Chennai, Bangalore, Coimbatore, Hyderabad, Kochi, Pondicherry,•

Trivandrum, Visakhapatnam Kolkata, Bhubaneswar, Guwahati, Ranchi,•

Patna

The Company has a network of 38 Company-owned Showrooms, more

than 2,200 Wholesale Dealers, and more than 18,000 Retail Outlets.

The Company has Representative Offices in Sharjah (UAE), Nairobi

(Kenya), Colombo (Sri Lanka) and Riyadh (Saudi Arabia).

Employees

8,900 (including 2,000 in Sales and Service)

Page | 7
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

BUSINESSES

The Company has the following businesses (with respective ISO

certifications), which manufacture and/or market a wide range of consumer

durables and industrial products:

Appliances (ISO 9001/14001)

Refrigerators, Washing Machines, Microwave Ovens and DVD Players

Furniture and Interiors: (ISO 9001/14001)

Office Furniture, Seating and Desking Systems, Computer Furniture and

Open Plan Office Systems, Office and Home Storwels®, Sofas and Recliners,

Home Furniture, Filing Cabinets and Filing Systems, Book Stacks and

Cases, Sliding/Tambour Door Units, Personal/Industrial Lockers,

Customized Storage Systems, Roll-formed Slides and Components for

Furniture

Locks: (ISO 9001)

Padlocks, Cylindrical Locks, Mechanical and Electromechanical door locks

and related hardware

Security Equipment & Solutions: (ISO 9001 / 14001)

Strong Room Doors, Safe Deposit Lockers, Cash Boxes and Coffers,

Data/ATM Safes, Burglary and Fire Resisting Safes, Record & Filing

Cabinets, Electronic Coffers, Currency Sorters and Cash Counting

Machines, Fire/Security Doors, Fire and Burglar Alarm/Premises Security

Systems, Video Door Phones, CCTV System, Access Control Systems

Page | 8
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Prima Office Equipment (ISO 9001)

Office Automation – Photocopiers, Fax, Multifunction devices and

Mechanical Typewriters (available in over thirty languages); Conferencing

Products and Solutions – Projectors, Video and Teleconferencing Equipment,

Plasma Displays and Electronic Printboards; Vending Machines

Storage Solutions (ISO 9001/14001)

Multiflex and Heavy Duty Storage Systems, Tool Storage Cabinets, Gravity-

flow, Mobile and Drive-in System Components, Mezzanine Floors, Cantilever

Storage Systems, Workshop Equipment and Special Solutions

Material Handling Equipment (ISO 9001/14001)

Forklift Trucks (Diesel, Electric and LPG) and Attachments, Container

Handling Trucks, Warehousing and Personnel Access Equipment, Spare

Parts, Services and Maintenance Contracts.

Industrial Products (ISO 9001/14001)

Precision Toolings (Press Tools/Plastic Injection Moulds/Vacuum Forming

Moulds/Pressure Die-Casting Dies), Special Purpose Machines, High

Precision Components/Equipment for Engineering and allied industries,

Sheet Metal Working Machines – Sales and Service

Process Plant and Equipment (ISO 9001, ASME ‘U’, ‘U2’, ‘S’ and ‘R’

Stamps, SQL ‘M’ Stamp China)

Page | 9
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Pressure Vessels, Columns, Reactors, Electro polished Reactors, Shell &

Tube Heat Exchangers, Trays, Tower Internals and other Custom-built

Fabrication

Construction and Real Estate (ISO 9001/14001)

Ready Mix Concrete, Construction Projects, Property Development,

Horticulture and Envirotech Services

Electrical and Electronics (ISO 9001/14001)

Electrical Power Distribution System, Compressed Air Control System,

Electronic Technology Solution Provider (Hardware, Software, Retrofitting,

Process Control and Instrumentation, Industrial Automation), Energy

Conservation, Electrical Contracts.

Page | 10
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

PRODUCT PROFILE

Currency Counting Machines -

1. Crusader

Introducing Crusader - The Currency note counting machine from

Godrej. Lightweight and portable, it is your answer to a large cash flow. It

counts currency notes, detects suspect and abnormal notes, and

authenticates the quality of paper. All in the span of one minute.

Accuracy: The machine is highly accurate and gives consistent and

correct count for long periods of operations.

Speed: Crusader ha counting speeds as high as 1000 notes per

minute.

Ultraviolet authentication: Crusader can be provided with a suspect

document detection facility that uses UV lights if, during the process of

counting, the machine encounters any suspect document, it automatically

alerts the operator and stops the counting.

Page | 11
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Multiple user adjustable settings: Depending upon the type of

suspect notes in circulation at the location, the user can set for himself the

desired level of UV authentication. This enables the machine to give the

necessary throughput as desired by the user, while simultaneous detecting

suspect notes as per the desired settings.

Batch setting: Feather touch keys allow the user to set the preset

quantity anywhere between 1 and 999.

Dust removal: The machine is specially designed for Indian notes,

which many a time is highly soiled. A special fan has been provided to

remove the dust and collect the same in the filter. This provides the operator

a clean ambience for operations.

Auto start/stop function: Crusader adopts an advanced circuitry

that automatically stops once the set quantity or notes are counted. This

allows the operator time to remove the counted notes. Once that is done, it

automatically starts the counting process. Besides saving time, it also

ensures that the throughput of the counting process is enhanced.

Add facility: When the operator has huge quantities of notes to

count, he need not keep a tan manually. A unique ‘adding’ feature can keep

track of the total quality of notes that have been counted.

Rugged design: Care has been taken to ensure that the machine is

quite rugged to suit extensive operations in Indian weather conditions.

Aesthetics: The machine packs all the above features in an aesthetic

and tastefully done exterior.

Page | 12
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Self-diagnostics: A sophisticated electronic self-diagnostics circuitry

has been incorporated to provide clear communication codes when any

errors are encountered.

Display panel: Brightly- lit LED displays provide easily readable count

figures and user-friendly message that can be read even in darkness.

Specifications

Counting Mechanism: Friction

Dimensions: 305 mm x 276 mm x 226.5 mm

Weight (net): 8.3 kg. (Approx.)

Counting speed: 1000 notes per minute

Size range of documents: 100 mm x 50 mm – 170 mm x 90 mm

Thickness: 0.075 mm – 0.15 mm

Stacker Capacity: 200 notes

Power Consumption: 77W

Power Source: AC 220V + / - 10%, 50/60 HZ

Display: Dual LED Display: 3 digits

2. SWIFT

Godrej presents Swift TURBO – a currency note counter packed with a

host of user-friendly features, designed for heavy-duty applications. It is a

state- of- the- art product that can not only count new notes nut used notes

as well, and that too with a high degree of accuracy and speed. This reduces

the time and bother of manual counting.

Add Function: In all the four operating modes, cumulative totaling

facility is provided.

Page | 13
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Auto/Manual Mode Selection: Counting can be done in Auto or

Manual mode by using this selection key. In Manual mode the start key is

used to initiate the counting process.

The machine is designed to operate in four different modes.

Free Mode: The complete set of notes placed on the machine is

counted continuously and then the note holder is released.

Batch Mode: This enables the operator to count the exact number of

notes from a note bundle. The Batched notes may be removed and the

counting continued.

Check Mode: The machine, after completion of the counting

operation, checks the counted number with the preset number. Only if both

the numbers match the note holder is released. Otherwise an audio-visual

alarm indication is sounded, alerting the operator and the note holder is not

released. The operator can by use of the RESET key, release the note holder

thus ensuring higher safety.

Stamp Mode: This mode is similar to check mode with a fixed of 100,

an “OK” stamp is affixed on the band on verification of 100 notes.

Dual LED Display: Two separate LED displays for batch size and

counting number are provided.

Diagnostics: The sophisticated electronic circuitry incorporated

conducts a self-check every time the machine is switched on. In the event of

any fault being detected, the appropriate warning is indicated allowing the

operator to identify the exact location requiring attention, thus increasing

efficiency.

Page | 14
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Feather touch keypad: The number to be counted can be set by

directly entering the desired number using the feather touch key pad.

Built in stamping device: This special feature ensures that an “OK”

stamp is affixed on the band of the note bundle in Stamp mode.

Dust removing System: A unique dust removing system is provided

which protects both the user and the machine from dust, and also enhances

counting accuracy.

Customer Display Unit (option): This unit can be interfaced with the

machine. It helps the customer across the counter to view the count

progress of the machine.

Specifications

Counting Mechanism: Vacuum type

Counting Speed: 100 notes per 4 sec.

Certification: Electronic Research Testing Laboratory (ERTL)

Note Capacity: 150 notes.

Dust removing System: Self With Two Filters

Operating Modes: a) Count Mode With ADD function

b) Check Mode With ADD function

c) Preset Mode With ADD function

Display Facility: Dual

OK Stamping Device: Available Or Not

Size (W*D*H) in mm: Floor Type: 370*300*960

Desktop Types: 370*420*330

Weight: Floor Type less than 48 kg

Desktop less than 30 kg

Page | 15
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Power Consumption: Less Than 360 watt

Power Source: AC 220V + 10% 50 HZ (+5%)

Shutter to Protect Machine from dust: Required

Security is one business that constantly needs to rediscover and keep pace

with technology. Newer technology means more effective and powerful

solutions. Which in turn translates to peace of mind. We are the first

choice and by far the largest supplier of security products for homes,

housing societies, the banking industry and public institutions.

Interestingly, when the Queen visited India in 1905, she chose a Godrej

safe to keep her valuables wherever she stayed in the country.

Guardian of the Nation – Home Safes

Manual Safes: - Cash Box, Premium Coffer, Rhino Safe, Safire Safe,

Defender Plus.

Electronic Safes

1. E-Swipe – Electronic safes with swipe technology

The E swipe features the sophisticated “Audit Trail” Facility.

This enables the safe to retain, in its advanced memory, the transactions

that have been performed on it. It is not just a handful of transactions. The

memory is large enough to record the last 100 transactions – more than

adequate to meet the complete security concerns of the user. Not only that,

the complete data can be printed through a personal computer.

Superior features for high-level safety and convenience

 Operation by a standard credit card or 4 digit password


 Motorized opening of bolt work

Page | 16
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

 Auto freeze facility for great password


 Mechanical override for emergency openings
 Heavy duty push button keypad
 Can be fitted inside a standard cupboard
 Master password facility
 Low battery indication
 Multi-level password facility
Specifications
 Exteriors: (H x W x D mm) – 250 x 455 x 375
 Weight: (kg) – 15.5
 Volume: (liters) – 34.7
 Interiors: (H x W x D mm) – 220 x 450 x 350
2. Treasure Chests – All Steel No Steal.

Gore presents the electronic safe to safeguard your hard earned cash,

jewellery, documents, etc.

Features for protection & convenience

 Electronically controlled digital lock with a feather touch keypad

 Dual password levels (A User and Master Password

respectively.)

 3-16 digit password capability (the user & master password can

set be of nearly 1000 trillion combinations)

 Auto freeze (after 3 wrong password consecutively the keypad

shall freeze for a period of five minutes)

 Progressive lock out (if during auto freeze keypad is operated the

lock out period gets extended by another five minutes)

 Battery backup the safe is powered by 4 x 1.5V that last for one

yrs. (assuming four operations per day).

Page | 17
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

 Low battery status indicator provided to give an A/V signal to

ensure that the battery is replaced in time.

 An emergency Mechanical over-ride has been provided which

enables the safe to be opened without causing any damage to it.

 The strong body of the safe is made using prime quality steel

and is of single plate multibend construction that gives the safe

that added strength it needs.

 Solid steel plate door hung on concealed pivot (the door is made

of solid 5mm prime quality steel)

Specifications

 External Dimension H x B x D

Mm 254 362 305

 Volume 21kg

 Shelf 1 No. (Removable)

 Keypad Feather Touch Keypad

 Power supply 4 x 1.5V ‘AA’ alkaline cells

3. Rhino Electronic – Burglar Resistant Electronic Safe

Rhino electronic is an electronic safe to safeguards your prized

belongings. Rhino electronic is what you need to secure to your valuable

possessions. 24 hrs protection, 365 days a year. This fortified safe fits in a

cupboard so you can have peace of mind knowing that your precious

possessions are safe.

Key features that provide complete protection

Page | 18
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

 Drill resistant Armour plate protects vital parts.

 Fully welded multi-bend body gives tremendous strength.

 2 shooting bolts of 19mm diameter provide superior protection.

 45 liters internal volumes to provide plenty of room inside the

safe.

 4-16 digit password facility for flexibility and convenience.

 Two personal digital codes can be programmed.

 Auto freezes facility for great password protection.

 Aesthetically appealing powder coat finish.

Specifications

 Height (mm): Outside (H) 420mm


Inside (H) 410mm or
215mm+
195mm(locker)
 Width (mm): Outside (H) 460mm
Inside (W) 455mm
 Depth (mm): Outside (W) 375mm
Inside (W) 290mm
 Volume: 45 liters.
 Net weight: 40kg
 Gross weight: 45kg
Standard accessorized:

 Lock Electronic Digital Lock

 Lockers One

4. Safire - Fire Resistant Electronic Safes

Safire fire-resisting safes have been designed keeping in mind the

strength and the frightening power of fire.

Page | 19
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Features

 Designed to withstand fire for up to one hour.

 Tested for fire endurance.

 Tongue and groove construction to prevent hot gases and smoke

from seeping in.

 Burglar/theft protection provided with two locks.

 Option for two key locks or one numerical combination lock and

one key lock.

 One sliding tray and one shelf to maximize interior storage space.

 Digital keypad for keyless opening.

 2 user passwords enable confidential operations.

 Auto Freeze to prevent opening by trial and error.

5. Protector Laptop Electronic Safes

Protector Laptop Electronic Safes with Optional Audit Trail Facility

Features

 Audit trail facility. Provides records of the last 500 transactions on the

safe.

 Battery operated, with provision for a mechanical override.

 Early low battery warning.

 Non-volatile memory ensures that passwords and programming

settings are not erased during battery drain or removal.

 In case of a total battery failure, a 6V adapter, connected from

outside, can be used.

Page | 20
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

 Real-time clock chip to maintain date and time.

 Master probe is used to retrieve last 500 transactions from the safe.

 Each master probe has a unique room/user code making the entire

set-up fully secure.

 Body of the safe is made of prime quality steel, and is of single plate,

multi bend construction.

 The door is made of solid 5mm prime quality steel.

Locking system

Electronically controlled digital lock with a feather touch keypad.

One/two password levels with 4 to 8-digit user programmable password.

Auto freezes: after punching 3 wrong passwords consecutively the keypad

shall freeze for a period of 5 minutes. The number of retries and freeze time

is programmable by the user.

Progressive lockout: If the keypad is operated during auto freeze, the lockout

period gets extended by another 5 minutes.

Optional Features

Provision for lighting.

Customized size and front facia with customer’s logo.

Single mechanical key for all safes.

Computer connectivity with master probe for uploading audit trail.

Usage: Hotels, Hospitals, Hostels, Guest Houses and other institutions.

Page | 21
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Time Attendance & Personnel Identification Device

1.Time Span

It is a system technology, which uniquely identifies and controls the

flow of people and thus assets. This system not only provides unique access

privileges but also makes the entire time office redundant. You can restrict

employees to certain working hours, certain buildings and even rooms. Just,

the solution you were looking for, in a time when cost reduction is the

buzzword.

Save time, money and much more-Routine time consuming issues like

overtime monitoring, employee tracking, report generation, etc, are

efficiently and clinically executed, by using the latest software technology;

thus offering a high degree of flexibility.

Unlike conventional swipe cards, where endless swiping defeats the purpose

of improving efficiency, Time span provides unique, multidirectional rugged

cards that ensure that each employee is on the job. Time span, yet another

quality product brought to you by Godrej; is ideal for use in manufacturing

companies, R&D labs, hospitals, software industries, corporate offices, etc.

Features

 Single chip microcomputer based system.

 Compact, sleek and rugged body made of superior grade FRP material.

 Highly versatile: can be interfaced with different types of reader

Like bar code, proximity etc or can function as a stand-alone unit.

 In-built 32 characters, backlit, liquid crystal display.

 16 key switch feather touch keypad.

Page | 22
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

 Date, time, day and reader status displayed in stand by mode

 Audiovisual indications for all operations.

 In-built battery backup for 10 hours in case of power failure of regular

operation,

Even with electromagnetic lock.

 Access and attendance data stored in self powered.

NVRAM (non volatile) for 5 years and above.

 Memory storage capacity of 7000 records for Time attendance & 5000

records for Access control.

 Programmable time zoning capability.

 Multilevel password access for programming.

 On line monitoring of the accessee for programming.

 Modern connection option for downloading data from remote locations.

 Personal computer connectivity through RS485

 In-built printer connectivity through centronics port.

 Multiple units can be hooked to host PC

 Potential free relay contact for interfacing with Electro magnetic lock,

AC lock, turnstile etc.

 Door sensor indicates if the door is left open.

 Personal Identification number (PIN) entry for higher security.

 Truly windows based software ensures high degree of user friendliness.

Page | 23
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Multi door Time Span controller

This system is basically used for access control where more number of

doors is to be controlled. At each door there would be a mini-controller to

read the reader data.

Specifications

Physical: -

Cabinet dimensions

PCB Dimensions

Installation environment: -

Electrical

Power supply input 12 – 16V DC

Operational current Minimum

With (Bar code / Proximity / Finger scans reader)

Inputs: -

Card Reader Max. Two (In / Out) (For access application)

Door Sensor One

Push Buttons Maximum Five

System Outputs

Door Lock Single (Electromagnetic lock / Electric strike)

DC Power Supply

Physical

Cabinet dimensions

PCB Dimensions

Installation environment

Electrical

Page | 24
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Power supply input 12 – 16V DC

Operational current Minimum With (Bar code / Proximity / Finger

scans reader) Inputs

Battery capacity 12V 7 AH Sealed Lead Acid Battery

LED Indications: Mains ON, Battery ON, Battery Charging, And Low

Battery

Software

Truly Windows Based, Menu Driven & User Friendly software.

Password Protection

The software has two operating levels Administrator/Operator. The

Super user defines a set of operations that are allowed for the operator to

access.

Databases

The master database of the software has employee name with his card

number, category, company name, department, shift group, details joining

date, date of leaving.

The software has facility to maintain database like taking Backups,

Restoring earlier database stored on floppies, Reindexing and Removing old

databases shall be provided for ease of handling of database.

The software has facility to export data in a standard formats like text

files, Lotus 123, Dbase, FoxPro, Excel etc for other packages like payroll

software.

The software shall have facility to define day shifts as well as night shifts.

Also it has provision to define as many shifts as per user requirements.

Page | 25
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

The software has facility to define Shift Groups which shall offer

convenience of entering shift details for the whole group on monthly basis,

thus avoiding repetitive data entry.

Flexibility of calculations

The software has facility to provide working hour calculations either by

considering the first entry and last entry or by considering all entries.

The software has facility to calculate Extra Hours based on user selectable

one of the following methods -

Any amount of work done outside shift timings.

Amount of work done only after shift timings.

Amount of work done after specified time period after end of the shift.

Amount of work done after shift timings and after specified time and work

done before commencement of shift.

Reports

The software has facility to generate MIS reports like Daily, Weekly,

Monthly, Half Yearly, Annual and Summary Reports. The software has

flexibility to generate various reports with combination of different company,

Categories, Departments and Employees. The management information

reports like man-hours worked, Man days worked etc. shall be generated.

The software has facility to take reports on three different media i.e. Screen,

Printer and File.

The software has facility to give Leave Calculations reports. The leaves

shall be user defined. All leave records shall be maintained and the software

shall calculate leave balance/leave encashment etc.

Page | 26
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

The software has option to provide the super user authority to

override or authorize odd entries. This shall also enable authorization for

employees who have forgotten to bring the cards.

The software has facility to record event Logs to record the last 1000

entries to keep track of important / sensitive operations like capturing of

entries, Database related operations etc.

Communication with controller

The software has facility to automatically download the records in

controller’s memory, thus permitting online operation of the system.

The software has facility to set controller’s settings like Door open

time, data and time, allowable time between same card punch, operation of

lock when the controller memory is full etc.

Access control Features

The software has facility to limit the authorize entrants for any

individual from user defined permutation and combination for doors. Also

the entry can be restricted within certain time period.

Electronic Alarm Systems

1. EAGLE- electronic alarm system

Computerized Burglar & Fire Alarm System Features –

1. It has total 8 zones with 6 zones for Burglar and 2 ones for fire.

2. Six burglar zones - Delayed, 24 hrs, Silent, Following Delayed (3 nos).

3. Two dedicated fire zones.

Page | 27
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

4. The system operates on 12 Volts.

5. Arm and Disarm mode.

6. It has separate indication for fire alarm condition, fire zone wire open

circuit & fire zone wire short circuits.

7. Provision for potential free contacts in case of any alarm condition.

8. Audiovisual indication for zone open and short circuit.

9. Ease of operation with electromechanical key.

10. Provision for speaker as well as hooter output.

11. The system is enclosed in MS enclosure and has polycarbonate

sticker on front fascia.

12. The system has following indications –

Power, ARM, Zone Alarm indications, two indications for fire

zone open circuit and short circuit.

System Specifications

Input Power - 90 ~ 270 Volts AC

Operating voltage - 5 V for electronics

12 v for Motion and smoke sensors, hooters and speakers

Alarm outputs – 15W / 8 ohms, 30w/16 ohms

Current Consumption – 150 mamp in standby mode with one sensor in each

loop.

500 milliamp depending on hooter.

Loop Response Time – Approx. 500 milli second

Housing Dimentions - 285 mm (H) X 285 mm (W) X 110 mm (D)

Page | 28
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Shipping Weight - Approx. 8 Kg.

Current: 300 mA

Output: 118dB Size: 100x70 12V DC

2. DRAGON 3-Zone Fire Alarm Panel

Dragon 3-Zone Fire Alarm Panel by Godrej Security Equipment

Division. This panel fully confirms to the IS 2189 standard and is designed

using high-speed micro controller technology to give high performance

monitoring of the protected area.

If you are reading this manual for the first time, we suggest you read

it from the start to end in order to achieve an overall understanding of the

features provided by this panel.

Technical Specifications

No. Of Zones - 3

Primary Power -150V AC to 270AC.

Standby Power - 24V DC Maintenance free Rechargeable Battery.

Operating Voltage -24V DC Regulated Supply.

Compatible Conventional Detectors - Ionization Smoke Detectors

Optical Smoke Detectors

Heat Detectors

Combination Detectors

Beam Detectors

Manual Push Button Stations

Page | 29
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Zone Input - 2 wire loop with 4k7 end on line Resistors (20 Detectors)

Indication type: Concealed Light Emitting Diode (LED).

Battery Charger - Fully Automatic with maximum of 700m A Charging

Current.

Auxiliary controls - 02 nos. NO/NC Potential free.

Led Indications –

1. AC ON - This LED indicates presence of AC mains input.

2. AC FAIL - This LED indicates presence of AC mains input has failed.

3. Battery ON - Indicates system is running on battery.

4. Low battery - If the battery voltage is less than 20V then the Battery

Low LED glows.

5. Charger ON - Indicates the battery charging circuitry is in healthy

condition

6. Charger Fail - If The Charger unit Fails, Charger Fail LED goes on.

This provision is given to find whether the charging unit is in good

condition or not.

7. AC Fuse Blown: - This indicates that AC mains fuse has blown.

8. Earth Fault: -This indication shows that System Earthing is not

proper.

9. 24VFuse blown: -This indicates that 24 DC fuse is blown.

10. 5V Fuse Blown -This indicates that 5V DC fuse is blown.

11. +24V - This indicates that +24V DC power is healthy.

12. +5V - This indicates that +5V DC power is healthy.

13. System Normal - This indicates that system is healthy and free

from alarm or fire condition.

Page | 30
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

14. Fault - This LED glows when any of the fault condition occurs.

15. Hooter Wire Cut - Indicates if any of the hooter wire is cut

Zone Circuits:

The micro controller circuit for any fault or fire condition continuously

monitors the zone circuits.

Zone Fault Condition

If an open / short circuit is occurred in the Zone Loops, the OPEN /

SHORT LED in the corresponding zone will glow with continuous fault tone

in the panel buzzer.

Press the SILENCE KEY to silence the panel buzzer. The visual indication

will remain till the fault conditions are rectified

Fire Condition

In case of fire detection by any of the Zone detectors, the corresponding zone

RED dual LED’s will glow.

In this condition the panel buzzer will give continuous tone. The Auxiliary

Relays will be tripped and the common external hooter as well as the

particular zone hooter will sound.

Press the SILENCE KEY to silence the panel buzzer. The conditions of the

visual indications and the auxiliary relays will remain till the panel is

RESET.

When one of the zones has detected a fire condition, subsequent trigger from

other zones are also active and will initiate corresponding hooters and

LEDS.

Page | 31
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Key Functions:

1. Walk Test Key - This feature helps to perform the testing of detectors

by a single person. When any of the detectors is triggered the panel

hooters will sound and then automatically reset after 6 seconds. When

this mode is selected, the panel is in walk test mode, which is

indicated by a glowing WALK TEST and AUX.ISOLATE LEDS. To bring

back to normal condition again press the WALK TEST KEY.

2. Silence Key - This key is provided to silence the panel buzzer. Any new

event of fire or fault will re-trigger the panel buzzer.

3. Reset Key - This key is provided to reset the panel to normal

condition.

4. Lamp Test Key - This key is provided to test whether all the critical

LEDS available are in good conditions or not. When the key is pressed

all the LEDS will glow until the key is in pressed condition and the

previous condition is retained after releasing the key.

5. Drill Key - This key is used to manually initiate all the sounders.

6. Test Key - This feature is used to test whether the zone circuit is

working properly or not. To test a particular zone i) use the SELECT

KEY to select the zone to be tested. ii) The selected zone is identified

by the corresponding blinking of zone LED. iii) After selecting the zone

press the TEST Key.

7. Aux isolate key - This key is provided to isolate the auxiliary contacts

during maintenance purpose to avoid the unnecessary tripping of

AHU, CO2 Systems etc. When the key is pressed the Auxiliary contact

Page | 32
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

is isolated and the corresponding LED will glow. To bring to the

normal condition again press the key and the LED will go off.

8. Isolate Key - This key is provided to isolate the Zone Loops for

maintenance purpose and bring back to the normal operating

condition. To isolate a particular zone i) use the SELECT KEY to select

the zone to be isolated. ii) The selected zone is identified by the

corresponding blinking of zone LED. iii) After selecting the zone press

the Isolate Key.

3. Notifier Addressable Fire Alarm System

Worldwide leader in fire alarms.

Features

 Wide variety of system offerings:

- Conventional

- Digital addressable

- Analogue addressable

 Leading edge technology.

 Panel offerings – suitable for premises ranging from small commercial

premises to huge nuclear power plants.

 Panel features:

-full field programmability

-apart from UL fire listing, listed for UL security too

-detectorwise addressing facility

-auto detector test

Page | 33
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

-pre-alarm facility

-automatic drift compensation

-day/night sensitivity adjustment

-maintenance alerts

Certification

 ISO 9001 certified manufacturing facility.

International third party certifications.

- Underwriters’ lab (USA)

- Factory mutual

- Lloyds register

Usage

Banks, Private Safe Deposit Vaults, Financial Institutions, Offices,

Factories and Warehouses, Refineries and Allied Industries, Multistory

Buildings, Hotels and Hospitals.

Surveillance system – CCTV Cameras

Features

 Can be configured using a wide range of products, ensuring that every

possible customer need is met.

 CCD Camera.

High quality images, accommodates variety of lenses.

 Mini Camera with built-in lens for surveillance.

 12” monitor

VCR compatible, clear picture quality.

 Multiplexed: used for multiviewing and multirecording.

Page | 34
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

 Quad splitter.

Displays images from 4 cameras simultaneously.

 4/6/8 input switchers: controls sequential switching.

 Available along with wide variety of camera lenses for varied

applications.

 Indoor pan/tilt drive unit.

Provides vertical / horizontal movements to the camera.

 Pan unit.

Provides horizontal movement to the camera.

 Multiple pan/tilt zoom unit controller.

 Housing to protect the cameras.

 Camera mounting units.

 Sourced worldwide, and marketed and serviced in India by Godrej and

Boyce Mfg Co. ltd.

USAGE: Banks, Private Safe Deposit Vaults, Financial Institutions, Offices,

Factories and Warehouses, Hospitals, Refineries, Allied Industries, Jewelers,

Residential Colonies, Hotels, Multistory Buildings, Places of Worship

Page | 35
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

THEORATICAL BACKGROUND
CONSUMER BUYING BEHAVIOUR

Possibly the most challenging concept in marketing deals with

understanding why buyers do what they do (or don’t do). But such

knowledge is critical for marketers since having a strong understanding of

buyer behavior will help shed light on what is important to the customer

and also suggest the important influences on customer decision-making.

Using this information, marketers can create marketing programs that they

believe will be of interest to customers.

As you might guess, factors affecting how customers make decisions are

extremely complex. Buyer behavior is deeply rooted in psychology with

dashes of sociology thrown in just to make things more interesting. Since

every person in the world is different, it is impossible to have simple rules

that explain how buying decisions are made. But those who have spent

many years analyzing customer activity have presented us with useful

“guidelines” in how someone decides whether or not to make a purchase.

In fact, pick up any textbook that examines customer behavior and each

seems to approach it from a different angle. The perspective we take is to

Page | 36
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

touch on just the basic concepts that appear to be commonly accepted as

influencing customer behavior. We will devote two sections of the Principles

of Marketing tutorial to customer behavior. In this section we will examine

the buying behavior of consumers (i.e., when people buy for personal

reasons) while in section 4 we will examine factors that influence buyer’s

decisions in the business market.

This tutorial includes the following topics:

1. Consumer Buying Behavior

2. Types of Purchase Decisions

3. Why Consumers Buy

4. What Influences Purchasing

5. Internal: Perceptual Filter

6. Internal: Knowledge and Attitude

7. Internal: Personality and Lifestyle

8. Internal: Roles and Motivation

9. External: Culture and Groups

10. External: Situation

11. How Consumers Buy

12. Purchase Decision Steps 1 and 2

13. Purchase Decision Steps 3, 4 and 5

Types of Consumer Purchase Decisions

Consumers are faced with purchase decisions nearly every day. But not all

decisions are treated the same. Some decisions are more complex than

Page | 37
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

others and thus require more effort by the consumer. Other decisions are

failry routine and require little effort. In general, consumers face four types

of purchase decisions:

• Minor New Purchases – These purchases represent something new to a

consumer but in the customer’s mind is not a very important purchase in

terms of need, money or other reason (e.g., status within a group).

• Minor Re-Purchases – these are the most routine of all purchases and

often the consumer returns to purchase the same product without giving

much thought to other product options (i.e., consumer is brand loyalty).

• Major New Purchases – these purchases are the most difficult of all

purchases because these are important to the consumer but the

consumer has little or no previous experience making the purchase . This

type of decision often (but not always) requires the consumer to engage in

an extensive decision-making process.

• Major Re-Purchase - these purchase decisions are also important to the

customer but the customer feels more confident in making the decision

since they have experienced purchasing the product in the past.

For marketers it is important to understand how consumers treat the

purchase decisions they face. If a company is targeting customers who feel a

purchase decision is difficult (i.e., Major New Purchase), their marketing

strategy may vary greatly from a company targeting customers who view the

purchase decision as routine. In fact, the same company may face both

situations at the same time; for some the product is new, while other

customers see the purchase as routine. The implication of buying behavior

Page | 38
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

for marketers is that different buying situations require different marketing

efforts.

Why Consumers Buy

As we discussed in Part 1: What is Marketing?, customers make purchases

in order to satisfy needs. Some of these needs are basic and must be filled

by everyone on the planet (e.g., food, shelter) while others are not required

for basic survival and vary depending on the person. It probably makes

more sense to classify needs that are not a necessity as wants or desires. In

fact, in many countries where the standard of living is very high, a large

portion of the population’s income is spent on wants and desires rather than

on basic needs.

In this tutorial when we mention the consumer we are referring to the actual

buyer, the person spending the money. But is should also be pointed out

that the one who does the buying is not necessarily the user of what is

bought and that others may be involved in the buying decision in addition to

the actual buyer. While the purchasing process in the consumer market is

not as complex as the business market, having multiple people involved in a

purchase decision is not unusual. For example, in planning for a family

vacation the mother may make the hotel reservations but others in the

family may have input on the hotel choice. Similarly, a father may purchase

snacks at the grocery store but his young child may be the one who selected

it from the store shelf.

So understanding consumer purchase behavior involves not only

understanding how decisions are made but also understanding the

dynamics that influence purchases.

Page | 39
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

What Influences Purchasing

As we discussed the decision-making process for consumers is anything but

straight forward. There are many factors that can affect this process as a

person works through the purchase decision. The number of potential

influences on consumer behavior is limitless. However, marketers are well

served to understand the KEY influences. By doing so they may be in a

position to tailor their marketing efforts to take advantages of these

influences in a way that will satisfy the consumer and the marketer

(remember this is a key part of the definition of marketing).

For the purposes of this tutorial we will break these influences down into

three main categories: Internal, External and Marketing. However, those

interested in learning more about customer buying activity may want to

Page | 40
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

consult one or more consumer behavior books where they will find

additional methods for explaining consumer buying behavior.

For the most part the influences are not mutually exclusive. Instead, they

are all interconnected and, as we will see, work together to form who we are

and how we behave.

For each of the influences that are discussed we will provide a basic

description and also suggest its implication to marketers. Bear in mind we

only provide a few marketing implications for each influence; clearly there

are many more.

INTERNAL INFLUENCES

We start our examination of the influences on consumer purchase decisions

by first looking inside ourselves to see which are the most important

internal factors that affect how we make choices.

Perceptual Filter

Perception is how we see ourselves and the world we live in. However, what

ends up being stored inside us doesn’t always get there in a direct manner.

Often our mental makeup results from information that has been

consciously or unconsciously filtered as we experience it, a process we refer

to as a perceptual filter. To us this is our reality, though it does not mean it

is an accurate reflection on what is real. Thus, perception is the way we

filter stimuli (e.g., someone talking to us, reading a newspaper story) and

then make sense out of it.

Perception has several steps.

• Exposure – sensing a stimuli (e.g. seeing an ad)

Page | 41
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

• Attention – an effort to recognize the nature of a stimuli (e.g. recognizing it

is an ad)

• Awareness – assigning meaning to a stimuli (e.g., humorous ad for

particular product)

• Retention – adding the meaning to one’s internal makeup (i.e., product has

fun ads)

Marketing Implication:

Marketers spend large sums of money in an attempt to get customers to

have a positive impression of their products. But clearly the existence of a

perceptual filter suggests that getting to this stage is not easy. Exposing

consumers to a product can be very challenging considering the amount of

competing product messages (ads) that are also trying to accomplish the

same objective (i.e., advertising clutter). So marketers must be creative and

use various means to deliver their message Once the message reaches

consumer it must be interesting enough to capture the their attention (e.g.,

talk about the product’s benefits). But attending to the message is not

enough. For marketers the most critical step is the one that occurs with

awareness. Here marketers must continually monitor and respond if their

message becomes distorted in ways that will negatively shape its meaning.

This can often happen due in part to competitive activity (e.g., comparison

advertisements). Finally, getting the consumer to give positive meaning to

the message they have retained requires the marketer make sure that

consumers accurately interpret the facts about the product.

Page | 42
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Knowledge

Knowledge is the sum of all information known by a person. It is the facts of

the world as he/she knows it and the depth of knowledge is a function of the

breadth of worldly experiences and the strength of an individual’s long-term

memory. Obviously what exists as knowledge to an individual depends on

how an individual’s perceptual filter makes sense of the information it is

exposed to.

Marketing Implications:

Marketers may conduct research that will gauge consumers’ level of

knowledge regarding their product. As we will see below, it is likely that

other factors influencing consumer behavior are in large part shaped by

what is known about a product. Thus, developing methods (e.g., incentives)

to encourage consumers to accept more information (or correct information)

may affect other influencing factors.

Attitude

In simple terms attitude refers to what a person feels or believes about

something. Additionally, attitude may be reflected in how an individual acts

based on his or her beliefs. Once formed, attitudes can be very difficult to

change. Thus, if a consumer has a negative attitude toward a particular

issue it will take considerable effort to change what they believe to be true.

Marketing Implication:

Marketers facing consumers who have a negative attitude toward their

product must work to identify the key issues shaping a consumer’s attitude

Page | 43
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

then adjust marketing decisions (e.g., advertising) in an effort to change the

attitude. For companies competing against strong rivals to whom loyal

consumers exhibit a positive attitude, an important strategy is to work to

see why consumers feel positive toward the competitor and then try to meet

or beat the competitor on these issues. Alternatively, a company can try to

locate customers who feel negatively toward the competitor and then

increase awareness among this group.

EXTERNAL INFLUENCES

Consumer purchasing decisions are often affected by factors that are

outside of their control but have direct or indirect impact on how we live and

what we consume.

Culture

Culture represents the behavior, beliefs and, in many cases, the way we act

learned by interacting or observing other members of society. In this way

much of what we do is shared behavior, passed along from one member of

society to another. Yet culture is a broad concept that, while of interest to

marketers, is not nearly as important as understanding what occurs within

smaller groups or sub-cultures to which we may also belong. Sub-cultures

also have shared values but this occurs within a smaller groups. For

instance, sub-cultures exist where groups share similar values in terms of

ethnicity, religious beliefs, geographic location, special interests and many

others.

How Consumers Buy

Page | 44
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

So now that we have discussed the factors influencing a consumer’s

decision to purchase, let’s examine the process itself. This process is

presented in a sequence of 5 steps as shown below.

However, whether a consumer will actually carryout each step depends on

the type of purchase decision that is faced. For instance, for minor re-

purchases the consumer may be quite loyal to the same brand, thus the

decision is a routine one (i.e., buy the same product) and little effort is

involved in making a purchase decision. In cases of routine, brand loyal

purchases consumers may skip several steps in the purchasing process

since they know exactly what they want allowing the consumer to move

quickly through the steps. But for more complex decisions, such as Major

New Purchases, the purchasing process can extend for days, weeks, months

or longer. So in presenting these steps marketers should realize that,

depending on the circumstances surrounding the purchase, the importance

of each step may vary.

1. Need/Want/Desire is Recognized

In the first step the consumer has determined that for some reason he/she

is not satisfied (i.e., consumer’s perceived actual condition) and wants to

improve his/her situation (i.e., consumer’s perceived desired condition). For

instance, internal triggers, such as hunger or thirst, may tell the consumer

that food or drink is needed. External factors can also trigger consumer’s

needs. Marketers are particularly good at this through advertising, in-store

displays and even the intentional use of scent (e.g., perfume counters). At

this stage the decision-making process may stall if the consumer is not

Page | 45
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

motivated to continue (see Motivation above). However, if the consumer does

have the internal drive to satisfy the need they will continue to the next step.

2. Search for Information

Assuming consumers are motivated to satisfy his or her need, they will next

undertake a search for information on possible solutions. The sources used

to acquire this information may be as simple as remembering information

from past experience (i.e., memory) or the consumer may expend

considerable effort to locate information from outside sources (e.g., Internet

search, talk with others, etc.). How much effort the consumer directs toward

searching depends on such factors as: the importance of satisfying the need,

familiarity with available solutions, and the amount of time available to

search. To appeal to consumers who are at the search stage, marketers

should make efforts to ensure consumers can locate information related to

their product. For example, for marketers whose customers rely on the

Internet for information gathering, attaining high rankings in search engines

has become a critical marketing objective.

3. Evaluate Options

Consumers’ search efforts may result in a set of options from which a choice

can be made. It should be noted that there may be two levels to this stage.

At level one the consumer may create a set of possible solutions to their

needs (i.e., product types) while at level two the consumer may be evaluating

particular products (i.e., brands) within each solution. For example, a

consumer who needs to replace a television has multiple solutions to choose

Page | 46
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

from such as plasma, LCD and CRT televisions. Within each solution type

will be multiple brands from which to choose. Marketers need to understand

how consumers evaluate product options and why some products are

included while others are not. Most importantly, marketers must determine

which criteria consumers are using in their selection of possible options and

how each criterion is evaluated. Returning to the television example,

marketing tactics will be most effective when the marketer can tailor their

efforts by knowing what benefits are most important to consumers when

selecting options (e.g., picture quality, brand name, screen size, etc.) and

then determine the order of importance of each benefit.

4. Purchase

In many cases the solution chosen by the consumer is the same as the

product whose evaluation is the highest. However, this may change when it

is actually time to make the purchase. The “intended” purchase may be

altered at the time of purchase for many reasons such as: the product is

out-of-stock, a competitor offers an incentive at the point-of-purchase (e.g.,

store salesperson mentions a competitor’s offer), the customer lacks the

necessary funds (e.g., credit card not working), or members of the

consumer’s reference group take a negative view of the purchase (e.g., friend

is critical of purchase). Marketers whose product is most desirable to the

consumer must make sure that the transaction goes smoothly. For example,

Internet retailers have worked hard to prevent consumers from abandoning

online purchase (i.e., online shopping carts) by streamlining the checkout

process. For marketers whose product is not the consumer’s selected

product, last chance marketing efforts may be worth exploring, such as

Page | 47
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

offering incentives to store personnel to “talk up” their product at the

checkout line.

5. After-Purchase Evaluation

Once the consumer has made the purchase they are faced with an

evaluation of the decision. If the product performs below the consumer’s

expectation then he/she will re-evaluate satisfaction with the decision,

which at its extreme may result in the consumer returning the product

while in less extreme situations the consumer will retain the purchased item

but may take a negative view of the product. Such evaluations are more

likely to occur in cases of expensive or highly important purchases. To help

ease the concerns consumers have with their purchase evaluation,

marketers need to be receptive and even encourage consumer contact.

Customer service centers and follow-up market research are useful tools in

helping to address purchasers’ concerns.

As we’ve seen, consumer purchasing is quite complex.

CONSUMER BUYING DECISION PROCESS


There are following five stages in consumer buying decision Process.

1. Problem identification:-

The buying process starts when the buyer recognizes a problem or need. The

need can be triggered by internal or external stimuli.

Marketers need to identify the circumstances that trigger a Particular need.

By gathering information from a number of consumers, Marketers can

identify the most frequent stimuli that spark an interest in a product

Page | 48
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

category. They can then develop marketing strategies that trigger consumer

interest.

2. Information Search:-

The consumer tries to collect information regarding various

products/service. Through gathering information, the consumer learns

about completing brands and their features. Information may be collected

form magazines, catalogues, retailers, friends, family members, business

association, commercial, chamber of commerce, telephone directory, trade

fair etc. Marketers should find out the source of information and their

relative degree importance to the consumers.

3. Evaluation of alternative:-

There is no single process used by all consumers by one consumer in all

buying situations. There is several First, the consumer processes, some

basic concepts are:

First, the consumer is trying to satisfy need.

Second, the consumer is looking for certain benefits from the product

solutions. The marketer must know which criteria the consumer will use in

the purchase decision.

4. Choice of purchasing decision:-

From among the purchase of alternatives the consumer makes the solution.

It may be to buy or not to buy if the decision is to buy. The other additional

decisions are:

Page | 49
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Which types of bike he must buy from whom to buy a bike? How the

payment to be made? And so on.

The marketer up to this stage has tried every means to influence the

purchase behavior, but the choice is properly consumers. In the evaluation

stage the consumer forms preferences among the brands in the choice set.

The consumer may also form an intention to but the most preferred brand.

5. Post Purchase Behavior:-

After purchase the product, the consumer will experience the same level of

product. The Marketer’s job not end when the product is buying must

monitor post-purchase satisfaction, post-purchase action, post-purchase

use and disposal.

Post Purchase Satisfaction:-

The buyer, S satisfaction is a function of closeness between the buyer, S

expectation and the products Perceiver performance. The larger the gap

between expectation and performance, the greater the consumer

dissatisfaction.

Post purchase Action:-

The Consumer satisfaction or dissatisfaction with the product influence

subsequent behavior. If the consumer satisfied, he or she will exhibit a

higher probability of purchasing the product again. Dissatisfaction

consumer may abandon and return the product.

Post-Purchase Use or Disposal:-

Page | 50
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

The marketer should also monitor new buyers use and dispose of the

product. If the consumer store the product in a close, the product is

probably not very satisfying. If the consumer throws the product away, the

marketer needs to know how they dispose of it; especially it can be hurt the

environment.

CHARACTERISTIC OF CONSUMER PREFERENCE

The chief characteristics of the Consumer Preference are as Follow:-

1. It consists of mental and physical activities which consumers

undertake to get goods and services and obtain satisfaction from

them.

2. It includes both observable activities such as walking through the

market to examine merchandise and making a purchase and mental

activities-such as forming attitudes, perceiving advertising material,

and learning to prefer particular brands.

3. Consumer behaviors are very complex and dynamic to constantly

changing. And therefore, management need to adjust with the

change otherwise market may be lot.

4. The individuals specific behaviors in the market place is affected by

internal factor, such as need , motives, perception, and attitudes, as

well as by external of environment influences such as the family

social groups, culture, economics and business influences.

Page | 51
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

AN OVERVIEW OF CONSUMER PREFERENCE

Consumer Preference refers to the mental and emotional process and the

observable behaviour of consumers during searching, purchasing and post

consumption of a product or service.

Consumer Preference involves study of how people buy, what they buy,

when they buy and why they buy. It blends the elements from psychology,

sociology, sociopsychology, anthropology and economics. It also tries to

assess the influence on the consumer from groups such as family, friends,

reference groups and society in general.

Buyer behaviour has two aspects: the final purchase activity visible to any

observer and the detailed or short decision process that may involve the

interplay of a number of complex variables not visible to anyone.

Page | 52
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Factors Affecting Consumer Preference:

Consumer buying behavior is influenced by the major three factors:

1. Social Factors

2. Psychological Factors

3. Personal Factors.

Social Factors

Social factors refer to forces that other people exert and which affect

consumers’ purchase behaviour. These social factors can include culture

and subculture, roles and family, social class and reference groups.

Psychological Factors

These are internal to an individual and generate forces within that

influence her/his purchase behaviour. The major forces include motives,

perception, learning, attitude and personality.

Personal Factors

These include those aspects that are unique to a person and influence

purchase behaviour. These factors include demographic factors, lifestyle,

and situational factors.

Definition:

Consumer buying decision process is the processes undertaken by

consumer in regard to a potential market transaction before, during and

after the purchase of a product or service.

Need Recognition

Purchase decision making process begins when a buyer becomes

aware of an unsatisfied need or problem. This is the vital stage in buying

Page | 53
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

decision process, because without recognizing the need or want, an

individual would not seek to buy goods or service.

There are several situations that can cause problem recognition, these

include:

 Depletion of stock
 Dissatisfaction with goods in stock
 Environmental Changes
 Change in Financial Situation
 Marketer Initiated Activities

Example:

When a person recognizes that he/she is having a difficulty that

he/she is not able to travel with his/her family member. Then recognizes

that his/her must have car and needs to buy a new car.

Information Search

After the consumer has recognized the need, he / she will trying to

find the means to solve that need. First he will recall how he used to solve

such kind of a problem in the past, this is called nominal decision making.

Secondly, a consumer will try to solve the problem by asking a friend or goes

to the market to seek advice for which product will best serve his need, this

is called limited decision making.

Sources of information include:

 Personal sources
 Commercial Sources
 Public sources
 Personal experience

Example: (continuing from previous…)

The person after recognizing that his/her need, he/she will

eventually try to find out how he/she can purchase the car. If he/she

Page | 54
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

cannot make a decision his/herself then he/she will ask a friend to help

out, if the friend do not have sufficient knowledge, he/she would go to

automobile showroom of a different different company and try to get

adequate information regarding price, feature, performance and after sale

service.

Alternatives evaluation

Consumers’ evaluates criteria refer to various dimension; features,

characteristics and benefits that a consumer desires to solve a certain

problem. Product features and its benefit is what influence consumer to

prefer that particular product. The consumer will decide which product to

buy from a set of alternative products depending on each unique feature

that the product offers and the benefit he / she can get out of that feature.

Example: (continuing from previous…)

When that user got enough information concerning the different

brands of cars available in the market, he/she will decide which kind of car

and also which company or brand he/she is going to buy depending upon

his/her need.

Purchase Action

This stage involves selection of brand and the retail outlet to

purchase such a product. Retail outlet image and its location are important.

Consumer usually prefers a nearby retail outlet for minor shopping and they

can willingly go to a far away store when they purchase items which are of

higher values and which involve higher sensitive purchase decision. After

selecting where to buy and what to buy, the consumer completes the final

step of transaction by either cash or credit.

Page | 55
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Example: (continuing from previous…)

After selecting company or brand of the car and model from

different alternatives of cars, he/she will make a final decision of where to

buying that car and make the final transaction procedures.

Post-purchase Actions

Consumer favourable post-purchase evaluation leads to

satisfaction. Satisfaction with the purchase is basically a function of the

initial performance level expectation and perceived performance relative to

those expectations. Consumer tends to evaluate their wisdom on the

purchase of that particular product. This can result to consumer

experiencing post purchase dissatisfaction. If the consumer’s perceived

performance level is below expectation and fail to meet satisfaction this will

eventually cause dissatisfaction, and so the brand and/ or the outlet will not

be considered by the consumer in the future purchases. This might cause

the consumer to initiate complaint behaviour and spread negative word-of-

mouth concerning that particular product.

Example: (continuing from previous…)

If he/she decided to buy a car he/she will try to compare the

performance, speed, mileage and comfort of the particular car, whether they

meet his/her expectations. If he/she would find that his/ her expectations

are meet she will be satisfied, if she found that there are more additional

features that he/she did not expect this car to have, she will be delighted,

otherwise she will be dissatisfied.

Page | 56
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

DATA ANALYSIS AND INTERPRETATION

The questionnaire consists of total 120 respondents. The respondents of

different sites can be divided in categories:

Type of Hotels Financers Industrial Govt. Construction Misc.

site sites
No. of 20 18 19 10 32 21

contacts

Note: - according to the facts & figures derived from the Questionnaire.

Page | 57
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

1. Do you use the electronic security equipments at your site?

Mostly all the respondents had given us good response &

Average respondents were having Electronic security systems already

installed.

Type of site Hotel Finance Industr Govt. Constructio Misc.

s rs ial n sites
No. of Yes 16 8 12 9 30 17
No 4 10 7 1 2 4
contac Tot 20 18 19 10 32 21

ts al

35 30
30
25
20 16 17 No. of contacts Yes
15 12
8 10 7
9 No. of contacts No
10 4 4
5 1 2
0
es
t.
l
els

.
ia
er

isc
ov

sit
str
ot

nc

M
i-G
du

on
H

na

cti
In
Fi

Se

tru
&

ns
Co
t.
ov
G

The chart shows that the need of security equipments

mainly in all the fields. They use different equipments according to their site

Page | 58
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

nature. But if glance over the chart we will find that the construction sits

needs more security among them.

If yes, which brand of security equipments you are using currently.

This question shows the market share Godrej having with its

competitors & how much the brand affects the demand or need of the

security equipment.

Brand Godrej Eureka Methodox Kores Agni Other’s

Owner’s
No. of 27 23 17 8 24 21

Respondents

No. of Respondents
18% 22%
Godrej
Eureka
Methodox
20%
Kores
19%
Agni
7% Other’s
14%

From the chart the researcher had concluded that Brand name

does affects the demand of any product even it be security equipment. From

the chart it can be said that market share of godrej branded products are

created a space in market where the competitors are having nearby

percentage of share in the market the godrej products demand is very high.

Page | 59
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

How long you are using this brand.

Mostly gave this question a good response. This question represents the brand

loyalty & necessity of the respondent for the security needed at site any kind of.

Time length Less than 1 Less than 2 Less than 5 Less than 10

yrs yrs yrs yrs


No. of 44 26 38 12

Respondents

Chart showing Time Length

50 44
38
40
30 26

20 No. of
12
contacts
10
0
Less than 1 yrs Less than 2 yrs Less than 5 yrs Less than 10 yrs

The chart shows that the time length for the need is going day by

day only 12 out of 120 are using the security product from 10 yrs whereas

44 out of 120 are using them less than 1 yrs it mean to the fact that need

of security equipments are grown very high in very short term.

Page | 60
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Why you are using this particular brand?

This question shows the external affects of the product &

company’s brand over the demand and need of the security equipment in

the organization.

User’s Choice For Easy Long Life High Accuracy Less

Operation Electricity

Consumption
No. Of 29 16 41 34

Respondents

No. of Users/Respondents

For Easy Operation


24%
28% Long Life

High Accuracy
13%
Less Electricity
Consumption
35%

This chart shows the affect of reasons on which the user or

respondent taken the particular brand what quality he is seeing for the

requirement in equipment for his organization most respondent are in favor

of high accuracy.

Are you satisfied with the company’s product & services after sales?

Page | 61
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

The need and demand of any kind of product depends upon the

companies’ product & after sales services performance so it is also necessary

to evaluate the satisfaction level of the consumers with the company.

Type of site Hotels Financer Industri Govt. Constr Misc.


s al uction
sites
Satis- Yes 5 4 10 6 10 12
factio No 7 9 4 2 17 6
n Avg. 8 5 5 2 5 3
Level

Chart showing satisfaction level of the respondents

20 17
15 12
8 9 10 10
10 5 7 4 5 4 5 6 5 6
3
Yes No Avg.
5 2 2
0
Semi-Govt.
Hotels

Misc.
Constructio
Industrial
Financers

Govt. &

n sites

The chart shows that satisfaction level of the respondents depends

upon the company’s product & after sale services. So according to this chart

construction sites are less satisfied with services given to them. Misc. has

high satisfactory level but because of the combinations of the categories it

can be ignored and the most satisfied segment can be said to industrial

segment.

Do you think there is any need of security equipments in safe

operations?
Page | 62
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

There is another question, which involve the nature of affecting needs

which people think there is any need because of safe operations at the site

for the purpose of security.

Type of site Hotel Finance Industr Govt. Constructio Misc.


s rs ial n sites
No. Of Yes 18 10 17 6 29 20
No 2 8 2 4 3 1
respo
Tot 20 18 19 10 32 21
nd-
al
ents

The chart shows that the needs of security equipments are there in all the

segments but chart shows that construction sites highly preferring the

security equipments. If we see the chart we will find that the govt. & sites

are less interested to install security equipments.

Which External/Internal Factor mostly affects the Need of Security?

It is all known that in every market the demand and need is affected

by external/internal factors like the following influencing factors: -

Page | 63
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Factors Price Quality Brand Compan Customer Advt./Mk


y’s ’s tg.
services behavior
No. Of 35 21 20 16 11 17
Responden
ts

The chart shows that price is more affecting factor to demand in comparison

to other factors.

Do you think Security Products Needs Sales Promotion/Advertising?

Page | 64
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Demand of every marketed product or any kind of necessity needs Sales promotion/

Advertising. The researcher takes into account that it the sales promotion and advertising is

essential upto how much level.

Type of site Hotel Finance Industr Govt. Constructio Misc.

s rs ial n sites
No. Of Yes 11 13 15 4 26 17
No 9 6 4 6 6 4
respo Tot 20 18 19 10 32 21

nd- al

ents

Chart showing need of Sales promotion & Advertising

30
26
25

20 17
15 Yes
15 13
11 No
9
10
6 6 6
4 4 4
5

0
Hotels Financers Industrial Govt. & Construction Misc.
Semi-Govt. sites

The chart shows that in all the segments advertising factor affects the sale of

the produt because of high competition. According to the chart construction

sites are favouring the sales promotion & advertising for security

equipments.

Do you know about the Godrej’s security equipments?

Type of site Hotel Finance Industr Govt. Constructio Misc.

Page | 65
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

s rs ial n sites
No. Of Yes 17 17 16 10 30 18
No 3 1 3 0 2 3
respo Tot 20 18 19 10 32 21

nd- al

ents

35
30
30

25

20 17 17 18 Yes
16
15 No
10
10

5 3 3 2 3
1 0
0
Hotels Financers Industrial Govt. & Construction Misc.
Semi-Govt. sites

The chart shows that all the segments well aware of the security equipments

of godrej. It shows that the brand name of godrej is creating the awareness

of security equipments in the market and it leads to creating growth in

market need of security equipment.

If Yes, from where you came to know about it.

Page | 66
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Type of T.V. Newspapers Friends References Journals Any

Source Ads. other


No. Of 10 18 28 36 22 6

Respondents

No. Of Respondents

5% 8%

18% T.V. Ads.


15%
Newspapers
Friends
References
Journals
23% Any other
31%

According to the chart 36% of respondents came to know about the security

equipments form references and other from friend, journals, newspapers,

T.V Ads. So there is need of advertising to grow the market of security

equipment.

Which type of equipment do you think are necessary for your

organization/site?

Page | 67
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Type of the Currency Electronic Electronic Time Surveillance


equip. counting Safes Alarm Attendance systems
Sites machine Systems system (cctv
camera)

Hotels 14 11 16 14 13
Financers 9 10 7 6 7
Industrial 8 7 16 17 16
Govt. & 7 5 7 8 8
Semi–Govt.
Construction 25 12 30 19 19
sites
Misc. 10 19 15 12 8
Total 73 64 91 76 71

Chart showing Product Mostly Needed

100 91
90 76
80 73 71
70 64
60
50 Total
40
30
20
10
0
Currency Electronic Electronic Time Surveillance
counting Safes Alarm Attendance systems (cctv
machine Systems system camera)

The chart shows that electronic alarm systems are highly needed to the

construction sites & hotels for the security purpose. Mostly financers &

Miscellaneous need electronic safes. Currency counting machines are

needed by mostly by construction sites and hotels. Time attendance system

is needed by construction sites & industries. Surveillance system is needed

by construction sites & industrial segment.

SWOT ANALYSIS

Strength:

Page | 68
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

 The Company has got wide range of branches within the country.

 The Company has wide range of product line.

 Godrej is having better Sales after services.

 The Company has there respectable and believable brand name.

 Company is having large number of customer with higher satisfaction.

 The management is trained and efficient & the network of service

centers is good in all states.

Weakness:

 The Company does not go for advertising, which is one of the biggest

disadvantage of Godrej.

 Its emphasis more on the advertising of office automation & prima division.

 The company is focusing many security products at a same time.

 Manpower is less at sale officer level so that it affecting directly on

the way of sale.

 The effective selling schemes are not available like payment on

installments.

Opportunities:

 Godrej has more opportunities to grow as it has earned good name in

security sector.

 Technical up gradation time to time is also one of the opportunities.

 Godrej can focus on big project like construction. Where there is a

great demand of security equipments.

Page | 69
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Threat:

The growing competition in the security sector is threat for all

manufacturing companies so it is also threat for Godrej to stand in the

market with the higher position.

FINDINGS OF PROJECT

Page | 70
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

The majority of respondents were in need of electronic security equipment

but there is a differentiated demand in every category &site of organization.

The majority around 77% respondent were using nevertheless some sort of

security equipment at their site this also confirms that there is very much

need of security to the govt. and private industrial sectors.

The brand affects the need of any product the respondent shows that the

brands are creating space for the emerging market of electronic security

equipments with upgrading technologies.

The time lengths are showing that the need of electronic security is emerging

& growing day by day.

The respondents show that essentiality for these types of equipments are

high accuracy and less power consuming or power saving.

There are less number of respondents who are satisfied with the companies

after sales services & product performance it affect the need and demand

with the improvement in technology can solve it with the help of companies

after sales services and product performance.

The 83% of respondent shows that for safe operations the electronic security

is always needed because of its accuracy and minimum chance of failure the

security.

Majority of respondents shows that price factor mostly affect the need after

that the quality (upgraded technology) is most influencing factor in creating

need & demand in the security equipment sector.

The respondents around 72 % majority showing that there is a need of sales

promotion & advertising is needed for the security equipment industry to

Page | 71
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

emerge as a market the awareness can only be fitted by promoting and

advertising the sectors products.

The respondents shows that Godrej is a well known company in security

equipment market and creating space for the emerging security market this

means the company’s performance is also necessary for creating need of

electronic security sectors.

The majority respondent shows that they known to the security systems

from references only & the references is too much time taking method to

grow the need in the market.

The respondent shows that there are different needs for every site and

organization of the security.

RECOMMENDATIONS

Page | 72
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

There always need of security and if one is investing in the electronic

security he needs high accuracy and less electricity consuming equipments.

The companies should give efficient and effective services to the customer.

So the product performance shall be better to give equip. Long life and

accuracy & that leads to the growth of need in the security.

There should be improvement in advertising/sales promotional activities at

different level of market to improve the need.

The companies should try to minimize the price (costs) to the customer &

quality should be upgraded so that they will not affect the need and market.

The companies should try to focus on particular product for the particular

industry or organization that simply means to classify the needs.

CONCLUSION & SUGGESTIONS

Page | 73
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

I have studied customer’s needs of security equipments in the Patna market

and I found that most of the customers of Patna market are price conscious

and some of the customers are brand conscious.

There are lots of customers who are not aware about the security

equipments of Godrej and they are depends upon the local brand.

I found that lot of the customer are ready to switch over on Godrej security

equipments due to its brand name and services given to the customers.

On the bases of data analyses I have conclude that there is need of

electronic security in market but due to unawareness of these equipments

there is requirement of effective advertising and marketing strategies to

make aware the customers about security equipments.

I have given rank to different factors responsible for demand/need of the

security products’, these factors are as follows:

Factors Rank

Price 1

Quality 2

Brand 3

Advertising/Marketing 4

Company’s sales after services 5

Customer behavior 6

At the end of the project I analyzed deeply over the data of my research and I

reached on this conclusion that there is huge need of security equipments in

market. The Govt & Private (Industrial) sector players always in need of

Page | 74
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

electronic security equipments those can give a support to safe operations in

the organization with high accuracy. Through the evaluation of the project

the need of security always be there in the market just the market players

have to emerge with latest technologies with less cost to the customer & best

quality products.

Annexure
Questionnaire for the Respondents
Name: -
Address: -
Page | 75
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Ph No: -
Email: -

Type of site

Hotel Financial Institutes Jeweler Manufacturing Unit


 Schools/ Collages. Petrol pumps Construction sites.

Do you use the security equipments at your site?

Yes
No

If yes, which brand of security equipments you are using currently.

Godrej Eureka
Methodox Kores
Agni  Other’s

How long you are using this brand.

Less than 1 year From 2 years From 5 years More than 10 years

Why you are using this particular brand?

For easy operation


Long life
High accuracy
Less electricity consumption

Are you satisfied with the company’s product & services after sales?

Yes
No
Average

Do you think there is need of security equipments in safe operations?

Yes
No

Which External/Internal Factor mostly affects the Need of Security?

Page | 76
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

 Price  Quality  Brand  Company’s Services


 Customer’s Behavior  Advertisement/Marketing

Do you think Security Products Needs Sales Promotion/Advertising?

 Yes
 No

Do you know about the Godrej’s security equipments?

Yes
No

If Yes, from where you came to know about it.

T.V adds Newspapers Friends References


Journals Any other

Which type of equipment do you think are necessary for your organization/site?
 Currency Counting Machines  Electronic Safes  Electronic Alarm Systems
 Time Attendance System  Surveillance System (cctv cameras)

Your Suggestions
___________________________________________________________________________
____________________________________________________________________.

BIBLIOGRAPHY
Books referred:

Research methodology-C.R. Kothari

Page | 77
THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

Website referred:

www.godrej.com

Journals referred:

Page | 78