A

PROJECT REPORT ON

“A STUDY ON

“MARKET POTENTIAL OF SECURITY SYSTEMS IN COMMERCIAL SHOPS OF

CHANDIGARH WITH SPECIAL REFERENCE TO ARK MICROSYSTEMS”.

SUBMITTED TO

Dr. S. S. Bhatnagar University Institute of

Chemical Engineering & Technology

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR

THE AWARD OF THE DEGREE OF

B.E ( Chemical ) - MBA

BY

YOGESH KUMAR
 ACKNOWLEDGEMENT

I would like to gratefully acknowledge the contribution of people

who took active part
and provided valuable information to me during the course of the
project. I would like
to offer my sincere thanks to “Shashwat Gupta”, for giving me the
opportunity to do my summer internship training at ARK
MICROSYSTEMS. Without his guidance, support and valuable
suggestions during the research, the project would not have been
accomplished.
My heartfelt gratitude also goes out to the entire property
underwriting team of ARK MICROSYSTEMS team for their co-
operation and willingness to answer all my queries and provide
valuable assistance.
Last, but not least, I would like to thank ARK MICROSYSTEMS for
sharing their experience & giving their valuable time to me during
the course of my project.
 SUMMER PROJECT CERTIFICATE

This is to certify that Mr.Yogesh Kumar, Roll no: CM14234, student of Dr.SSBUICET
Panjab University, Chandigarh has successfully completed a project report titled “Market
Potential Of Security Systems In Chandigarh City with Special Reference toARK
MICROSYSTEMS” under my guidance.

Place: Chandigarh

Date: 16 july 2018 Mr.Shashwat Gupta

 DECLARATION

I Yogesh Kumar hereby declare that project report titled “MARKET POTENTIAL OF
SECURITY SYSTEMS IN CHANDIGARH CITY WITH REFERENCES TO ARK
MICROSYSTEMS .” under the guidance of Mr.Shashwat Gupta and submitted to Dr. S.S.
Bhatnagar University Institute of Chemical Engineering & Technology for the
partial fulfillment of the award of the degree of B.E ( Chemical)-MBA .
The empirical findings in this project are based on data collected by myself. While preparing this
report, I have not copied from any other report.

I understand that any such copying is liable to be punished in a way the university authorities
may deem fit.

Date: 16 July,2018 Yogesh Kumar

Place: Chandigarh
 ACKNOWLEDGEMENT

I am highly indebt to ARK MICROSYSTEMS for allowing me to take in Summer

Vocational Training in this organization.
I thank Mr.Shashwat Gupta my Mentor for his guidance, motivation and attention. He was
very much approachable with all my doubts!
Last but not the least, a word of thanks to all those , who helped me behind the scene and whom I
could not thank by name.

YOGESH KUMAR
 TABLE OF CONTENTS

Chapter No. Topic

1 Introduction to the study
1.1 Objectives of study
1.2 Methodology Of The Study
1.3 Scope & Limitations
1.4 Importance of the study
2 Company Profile
2.1Mission And Vision
2.2 Company Overview
3 Theoretical Back Ground
Introduction To Market
Market Potential
Total Market Potential

4 Data Analysis and Interpretation

5 Observation And Findings
6 Suggestions
7 Conclusion
8 ANNEXURE
QUESTIONNAIRE
 CHAPTER 1

INTRODUCTION TO THE STUDY

The economy of this country got liberated in 1992, with this liberalized economy came
many multinationals to market their products to Indian consumers. This liberalization touched
the industrial product users as well. These companies not only competed but also left the
industries far behind. They did this with the help of advanced technology and aggressive
marketing. All this led to tremendous competition and it was very difficult for the Indian
industries to sustain it. No sector was spared from this phenomenon. The Security industry is one
such industry. From a long time compression systems have dominated this industry. Security
systems are used generally to avoid uncertainty risk and crime rate. Within liberalization the
trends started to change very quickly, the international players crowded the industrial market
with the advanced and efficient security systems. Like the change in the Indian industry there
was also a change in Indian buyer behavior.

All the buyers needed to search for the effective and efficient technological systems. These
companies mostly provide them. It has also been analyzed that every shops spends a huge
amounts security systems once. But There are another players in the market like Samsung private
Ltd. which provides the Standardized products and specification which are very cost effective
solutions. This project emphasizes on those Shop in the market which are congruent with the
standardized product specification. Initial surveys have shown that every shop spends a sum of
amount for security In this project it is essential to find the probable segments where it can be
used and most prospective shop segment which can be used Security system HSS etc.

The data is collected, analyzed and presented in the tabular form and then graphical
representation is done for ease of understanding. On basis of interpretation of data conclusion is
made and suggestions are put forward at the end
1.1 OBJECTIVES OF THE STUDY

The main objective of the study was to conduct the survey in commercial shops in
Chandigarh city and to know the market potential for ARK MICROSYSTEMS products.

Finding most potential shops which may use security system.

Major Factors considered in the selection of the security systems.

To know the awareness of various security products in the market.

To find satisfaction level of current security systems used in shops.

1.2 METHODOLOGY OF THE STUDY

Sample Profile
For the survey, 100-sample size was to be covered as a small number of
employees made up the whole work force.

Tools for data collection

The research instrument used for the study was a structured questionnaire with a mix of a
majority of close-ended questions and a few open-ended questions. “Close ended question”
asked users to respond on a scale, “excellent”, “best”, “good”, “average”, “poor”. The business
entities did not have feeling of insecurity towards the questionnaires as they were not asked to
write down their names and that gave them freedom to come out with true feelings and
suggestions.
Data Analysis
A simple grid was prepared to collate the data provided in the completed questionnaires. A
simple coding system was designed as the questions were ranked according to a numerical scale
and the same scale was used as a code. To evaluate open-ended questions, responses were
viewed and categorized into sufficiently small set of broad categories, which are then coded and
various graphs are used to represent the results.
1.3 SCOPE & LIMITATIONS-

Scope of the project

Security Systems are used generally very less used in various shops and place in chandigarh.

The project was related to those which may use the security systems products for their
shops.

Finding the probable shops market in which it can be used i.e. check the shop working
status and area.

Limitations: -

Due to time constraints the study is limited towards only in chandigarh city and Survey is
conducted only in shops in various areas of chandigarh with limited number of shops
hence it is an market survey.

This survey carried out only for those shops in which security system can be used.

This survey is limited only for the consultants and Suppliers are not covered in this
survey.

Study was based on the opinion of the customers.

Project was limited for 42 days.

1.4 Importance of the project

It will help to avoid risk for the commercial shops.

Knowing Work status in the shops.

Knowing crime rate in that area.

It will helps to the fraud person must be arrested.

 CHAPTER 2

COMPANY PROFILE
2.1 MISSION AND VISION OF ARK MICROSYSTEMS

Vision
Innovate software solutions to realize full potential. To be recognized globally through
our stakeholders’ success stories and becoming best programmer developing business
solutions.

Mission
To render MS Access Programming Services for developing customized business software
solutions and assuring the quality of developed software. Deliver services by sitting remotely to
reduce down the cost without compromising the quality, increase the productivity by running
24*7 virtual office and always deliver on time by adopting best practices.

2.2 COMPANY OVERVIEW

Ark Microsystems offers MS-Access experts who have been involved in software development
and training since 1998; offering extensive experience in various technologies, platforms,
architecture and functional domains. They have developed 400+ applications for a variety of
different businesses across the globe. No matter what country or culture, to assist businesses in
managing their technology and moving to a true paperless office
 CHAPTER 3

THEORETICAL BACKGROUND

Marketing:

Marketing is a social process by which individuals and groups obtain what they need and want
through creating, offering, and freely exchanging products and services of value with others.

Marketing management:

Marketing management is the process of planning and executing the conception, pricing,

promotion and distribution of ideas, goods and services to create exchanges that satisfy

Individual and organizational goals.

Marketing management takes place when at least one party to a potential exchange thinks about
means of an achieving desired response from the parties. We see marketing management as the
art and science of choosing target markets and getting, keeping and growing customers through
creating, delivering, and communicating superior customer value.

Demand Forecasting:

One of the company’s major reasons for undertaking a marketing research is to identify market
opportunities. Once research is complete, the company must carefully evaluate opportunity
before choosing its target market specifically, the company needs to measure and forecast size,
growth and profit of each opportunity. Sales forecasts are used b finance to raise the needed cash
for investment and operation; by the manufacturing department to establish capacity and output
levels; by purchasing to acquire the right amount of supplies; and by human resource to hire and
needed number of workers. Marketing is responsible for preparing the sales forecasts. If its
forecast is far-off the mark, the company either will be saddled with excess capacity and
inventory or will lose money because of inadequate inventories.

Measures of market demand:

As part of their ongoing , companies prepare many estimates of market size.

Demand can be measured for six different products levels, five different space levels, and five
different times’ levels.

Each demand measure serves a specific purpose. A company might forecast short-run demand for
a particular product for the purpose of ordering raw- materials, planning production and
borrowing cash.

Potential Market:

The potential market is a set of consumers who profess a sufficient level of interest in a demand
market offer.

Consumer interest is not enough to define a market, however potential consumers must have
income for the product, and they must have access to the product offer. If the product is not
distributed in certain areas, potential consumers in those areas are not available to marketers.

Market potential:

The market forecast shows expected market demand, not maximum market demand. For the
later, we have to visualize the level of market demand for a very high level of industry marketing
expenditure, where further increases in marketing effort would have little in stimulating further
demand. Market potential is the limit approached by market demand as industry marketing
expenditures approach infinity, for a given environment
Total Market Potential:

Total market potential is the maximum amount of sales that might be valuable to all firms in an
industry during a given period, under given level of industry marketing effort and given
environmental conditions. The common way to estimate total Market potential is as follows.

Q=NOP

Where,

Q=total market potential.

N=number of buyers in the specific product/market under given assumptions.

O=quantity purchased by an average buyer.

P=price of an average unit

Measurement Technique

Sampling Method -
Convenience Sampling

Sample size : 100

Technique : Personal interview.

Sampling Unit : Shreevision

Area : Chandigarh

Duration : 42 day’s
 CHAPTER 4

DATA ANALYSIS & INTERPRETATION

1) Table showing awareness about security system product in shop.

SR.No. Response/ Respondents Percentage

Opinion
1 Yes 70 70%
2 No 30 30%
Total 100 100%

Awarness about security products

yes No

30%
70%
Interpretation:

The above chart shows that, maximum no. of respondent’s aware about various security systems
available in market.

2) Table showing awareness about crimerate in Chandigarh

R
e
s
p
o
n
d Per
e ce
n nt
t ag
SR.No. Response/ s e
Opinion
82
1 Yes 82 %
18
2 No 18 %
100
Total 100 %
Awareness about crime rate
yes no

18%
82%

Interpretation:

The above table shows that, maximum no. of respondents aware about crime rate in Chandigarh
that is the 82% knowing and 18% are don’t know about that.

3) Table showing awareness about types of security product available in market

SR.No. Response/ Respondents Percentage

Opinion
1 Yes 40 40%
2 No 60 60%
Total 100 100%
 Awareness about types of security systems in
market
yes no

40%

60%

Interpretation:

The above table shows that, maximum no. of respondents aware about various security systems
available in the market for shop security. This type of respondents are 60% are knowing and
40% are don’t know or they not interested.

4) Table showing customer willingness about purchasing security system.

SR.No. Response/ Respondents Percentage

Opinion
1 No 60 60%
2 Yes 40
Total 100 100%
 Customer willingness about purchasing
security system
No Yes

40%

60%

Interpretation:

The above table shows that, maximum no. of respondents ready to purchase security system and
60% are not interested for purchasing security product.

5) Table showing benefits of security system.

SR.No. Response/ Respondents Percentage

Opinion
1 Yes 45 45%
2 No 55 55%
Total 100 100%
Benefits of security system
yes no

45%

55%

Interpretation:

The above table shows that, 55% aware respondents are knowing what is the benefits of
security system and 45% respondents don’t know what is the benefits of security system.

6) Table showing use of current security product in year.

SR.No. Response/ Opinion Respondents Percentage

1 0 to 2 year 30 30%
2 2 to 5 year 50 50%
3 More than 5 year 20 20%
Total 100 100%
Use of current security product in year
0 to 2 year 2 to 5 More than 5

20%
30%
50%

Interpretation:

The above table shows that, 20% respondent’s use of security system more than 5 years and 50%
respondents are using 2 to 5 years and 30 respondents are using 1 to 5 years.

7) Table showing various brands security system used in shops.

SR.No. Response/ Opinion Respondents Percentage

1 ARK Microsystems 15 15%
2 Samsung 30 30%
3 ZTC 3 3%
4 Others 52 52%
Total 100 100%
Various brands security system used in shops
ARK. Samsung ZTC Other

15%
52%
30%
3%

Interpretation:

The above table shows that, maximum no. of respondents use of security system and there are
15% respondents use ARK Microsystems product,30% respondents using Samsung company
product,3% respondents are using ZTC product and 52% respondents are using other company
products.
 Awareness about ARK Microsystems
product
yes no

40%
60%

Interpretation:

The above table shows that, 40% no. of respondents aware about ARK Microsystems security
products. And 60% respondents are don’t know about ARK Microsystems security product.

9) Table showing factors considered while purchasing security system.

SR.No. Response/ Opinion Respondents Percentage

1 Price 80 80%
2 Technology Used 10 10%
3 After sales Service 5 5%
4 Other 5 5%
Other 100 100%
 Factor considered while purchasing security
product
Price Technology After sales service Other

5%

5%

10%

80%

Interpretation:

The above table shows that, maximum no. of respondents considering price factor that is 80%,
10% respondents are considering technology,5% respondents are considering after sales
service.5% respondents considering other factors.

10) Table showing awareness of various brands security systems products available in market.

SR.No. Response/ Opinion Respondents Percentage

1 Yes 80 80%
2 No 20 20%
Total 100 100%
Awareness of various brands in market
yes no

20%
80%

Interpretation:

The above table shows that,80% respondents aware about the no. of security company’s/product
available in the market. And 20% respondents are knowing that.

11) Table showing willingness about purchasing one more security system or upgrading
current security systems.

SR.No. Response/ Respondents Percentage

Opinion
1 Yes 30 30%
2 No 70 70%
Total 100 100%
 Willingness about purchasing one more
security system
yes no

30%
70%

Interpretation:

The above table shows that, maximum no. of respondents are ready to purchasing another
security product that is 30%and 70% respondents ready to purchasing one another security
system for shop.

12) Table showing satisfaction level of customers towards company’s after sales service.

SR.No. Response/ Opinion Respondents Percentage

1 Yes 60 60%
2 No 40 40%
Total 100 100%
 Satisfaction level of customers towards
company service
yes No

40%
60%

Interpretation:

The above table shows that, 60% respondents are satisfied after sales service or product future.

13 Table showing awareness of security system product.

SR.No. Response/ Opinion Respondents Percentage

1 Own Research 20 20%
2 Friends Relatives Etc. 10 10%
3 Advertisement 40 40%
4 Other Sources 30 30%
Total 100 100%
How to aware about security product
Own Research Friends Relatives Etc. Advertisement Other Sources

20%
30%
10%
40%

Interpretation:

The above table shows that, 30% respondents knowing won research,25% respondents knowing
through friends and 45% respondents knowing through advertisement.

14) Table showing cost opinion of shop keepers towards security system.

SR.No. Response/ Respondents Percentage

Opinion
1 Cheaper 35 35%
2 Economical 50 50%
3 Costlier 15 15%
Total 100 100%
Cost opinion of shop keepers
Cheaper Economical Costlier

19%
31%
50%

Interpretation:

The above table shows that,25% respondents think cheaper regarding product price,40% respondent

think economical,15% respondent feel costlier and 20% respondents feel equivalent.

15) Table showing Type of security systems purchase for shop.

SR.No. Response/ Opinion Respondents Percentage

1 Door sensor 5 05%
2 Camera (CCTV) 80 80%
3 Drover/Locker sensor 5 05%
4 All of Above 10 10%
Total 100 100%
Type of security system purchase for shop

Door Sensor Camera (CCTV) Drover/Locker sensor All of Above

80% 5% 10% 5%

Interpretation:

The above table shows that, 80% respondents are using CCTVcamera, 5% respondent using door
sensor and 5% respondents using drover/locker sensor and10% respondents are use other factor.

16) Table showing approximately yearly turnover of the business.

SR.No. Response/ Opinion Respondents Percentage

1 50,000-01 lac 05 05%
2 01-03 lac 05 05%
3 03-05 lac 10 10%
4 05-10 lac 20 20%
5 More than 10 lac 60 60%
Total More than 10 lac 100 100%
 Approximately yearly turnover of the
business
50-1. 1.-3. 3.-5. 5.-10. More than 10

5%
5%
10%
20%

60%

Interpretation:

The above table shows that,5 % respondents 50 thousand to 1 lack,5% respondents turnover is 1
lack to 3 lack, 10% respondents turnover is 3 lack to 5 lack,20% respondents turnover is 5 lack
to 10 lack and 60% respondents turnover over is more than 10 lack RS.
 CHAPTER 5

OBSERVATIONS AND FINDINGS

There is a maximum market potential of security systems for shops in Chandigarh city.Most
lucrative of potential segment targeted is jewelry shops, cloths showrooms, gold showrooms,
automobile showrooms, hotels, lodges, mobile showrooms, cinema halls, etc.It was found
that respondents give first preference to the product Performance followed by reliability of
product and then to the price.

It is observed maximum of the shop keepers feel the price of CCTV Is high.Mostly in the
market it is found that for security reason shop keepers prefer CCTV camera not use another
security product. Like smoke detectors, metal detectors, sensor, etc. Because of price
factor.Price also plays an important role in the decision making than technology.Product
satisfaction is there for existing security system but some way or the other they are
dissatisfied with after sales service.
 CHAPTER 6

SUGGESTIONS

Field officers should frequently visit the existing customers and enquire about their
requirements and problems they face.

ARK Microsystems have to increase their advertising to reach maximum people.

To meet the customer expectation, ARK Microsystems has to provide discounts, gifts, &
run loyalty program.

The company should sponsor any measure event in Chandigarh.

Company should also focus on sub urban areas of chandigarh city.

Satish executives Should regularly visit existing customers for servicing of security
system and also inform about any new adaption in security system.

Field officers can take sales leads from existing customers.

Company should take security & Safty awareness camp in major shopping areas of
Chandigarh city.
 CHAPTER 7

CONCLUSION

In today s market most of the shops using the security system; relative market share for
the HSS is indelible.Most of the shops are well aware of the HSS systems. Had created
the brand in the market for the Security system.Due to increasing of security & crime rate
in chandigarh. There is huge potential for the ARK Microsystems Security system
especially in the some niche shopsegments in chandigarh from this shops study it can be
concluded that this product is having large scope in market.In today’s business world, the
security & safety is must for over commercial shops due to increasing crime rate.
 CHAPTER 8

QUESTIONNAIRE NO.
SURVEY OF SECURITY (CCTV) SYSTEM.
Name :

Address :

Contact no :

Email address :

Type of business:

1) Are you using any security system product for your shop? (If yes, then go to qus 6)

Yes No,

2) Are you aware about the crime rate in chandigarh city?

Yes

No

3) Are you aware about the types of security products available in market for shop security?

Yes No,

4) Are you willing to purchase security system for your shop?

Yes
No
 5) Are you aware about benefits of security systems?

Yes No

6) Since how many years you are using security product?

0 to 2 years
2 to 5 years

More than 5 years

7) Which company’s security system you are using?

8) Which factor do you consider while purchasing security system?

Price

Technology used
After sales service

Other, please specify_____________

9) Are you aware about the number of companies available in market for securitysystem?

Yes
No

If yes, pleas provide names____________________

10) Are you interested to purchase another security service or upgrade your current
security service?
Yes
No
11) Are you satisfied about current company’s after sales service ? (If no provide the reason)

Yes

No

If no Specify the reason___________________________________________

12) How do you aware about security system?

Own research and knowledge Family,

Friends and relative
Advertisement

Other sources, Please specify:_________________________

13) What do you think about cost of security system?

Cheaper

Economical Costlier

14) Which type of security product you will purchase for your shop?

Door Sensor
Camera CCTV

Drover /locker sensor All of above

15) What is the approximately turnover of your business for yearly?

50,000-1,00,000
1,00,000-3,00,000
3,00,000-5,00,000
5,00,000-10,00,000
More than 10,00,000