1

CHAPTER 1

INTRODUCTION

Anchor name is inextricably woven into the fables of India. From a

simple rural dweller in a newly electrified village to a modern urban resident in a
blistering metro. Anchor offers a wide range of choice to them all at affordable
price. In fact value-based products to suit diversed installation needs.

In diversed places like modern flats, villas, bungalows, offices, hotels,

hospitals, airports, laboratories, auditoria, sports complexes, commercial
premises, cultural centres and industrial factories. By fusing formidable
engineering skills with innovative talents, harnessing men and materials to build
products of value. No wonder leading architects, interior decorators and electrical
contractors relay on the Anchor products for their diverse needs.

The study had been conducted to establish awareness, opinions,

expectations of traders in dealing with Anchor electrical products.

Due to decrease in sales of Anchor for past two years and entry of
competitive and fake products in to the electrical market, the Kalpana Electricals
authorized distributor of Anchor Electrical products is interested to identify the
traders opinion and their expectations in dealing with Anchor products.
 2

Successful companies take an outside inside view of their business.

Recognizing that the marketing environment is constantly presently new
opportunities and threat and to understand the importance of continuously
monitoring and adapting to that environment.

The aim of study is to learn about the dealers perception and attitude
towards dealing and products and their by to meet and satisfy target customer’s
(Trader’s) needs and wants. Only then one can stand to profit from
understanding how and why their customers buy.

“The most important thing is to forecast where customers are moving

and to be in front of them”
- Philip Kotler.

The survey provides insights to improve upon the marketing strategies

and to overcome the various problem areas identified during the study. Trader’s
satisfactory level is also studied to know about the present level of satisfaction
about anchor products.

The information had been generated through self administered

questionnaire using personal interview technique.

The survey focuses on in-depth understanding of client’s needs and

why the research is required, thus ensuring professional development of projects
to generate precise solutions.
 3

STATEMENT OF PROBLEM

Decrease in sales of Anchor products for past two years and entry of
competitive and fake products in electrical market with new features, promotions
had made the concern interested to identify the traders expectation towards
anchor.

The firm also had a future plan to open exclusive electrical showroom
dealing anchor products and hence the market survey could be the best possible
source to know about electrical trader’s perception and their expectation towards
Anchor products.

The project also tries to study the existing dealer’s presence in the
market.

SCOPE OF STUDY

The study on traders provides knowledge to improve upon the

marketing strategies, and to overcome the various problem areas identified
during the study.

The survey throws light upon 4 p’s of marketing factors as of product,

price, place and promotion. It enables to understand trader’s satisfactory level on
these marketing factors. The data collected could be enhanced to develop
syndicated services.
 4

1.1 COMPANY PROFILE

Kalpana Electricasl a reputed sole proprietorship concern established

in the year 1984 by Mr. M. Rathinaswamy at Tirupur – a leading industrial city in
South India. The acronym Kalpana Electricals is synonymous with quality,
commitment and service.

The concern is reputed both in wholesale and retail field. They are
authorized sole distributor of Anchor electrical products They also deal with
nearly 5000 items. 120 electrical traders are their regular clients. There are
nearly 300 commercial clients. Their area of dealing includes in and around
Tirupur, and to a small extent in Avinashi and Palladam.

Their sales turnover cost Rs.60, 00,000 includes both cash and credit
sales. Their advertisement expenditures cost Rs.25, 000 yearly.

CLIENTS

A Kalpana Electricals service has an impressive client list. A few of

those delighted clients include.

• Electrical Traders
• Industries
• Domestic households
• Agriculturist
 5

AWARDS

• Best seller award in the year 2000 from Anchor Daewoo

industries Ltd. (Mumbai).
• Prompt payment award in the year 2001 from Prince marketing.
(Mumbai).
• Prompt payment award in the year 2002 from Pramukh
Marketing (Bangalore).

FUTURE PLANS

• To start an exclusive electrical showroom dealing Anchor products

with investment nearly of Rs.10,00,000, with an expecting turnover
of Rs.50,00,000.

VISION

To grow as a multi-level electrical supplier of quality products with

better distribution and excellent service.

MISSION

To excel in this competitive world and achieve these goals with input
as knowledge, tools and planning.
 6

1.2 REVIEW OF LITERATURE

A study on brand awareness of consumers towards Tiger Biscuits with

reference to Chamundi Foods (P) Ltd. had be done to analyse the awareness
level of consumers.

A study on dealers perception towards gem switch gear in Erode and

Salem districts had been conducted. The main aim of the study is to know about
the brand popularity among dealers. It also aims the way through which sales
can be increased.

There had been commendable progress in the power industry during

last five decades. Electrical power sector is an important sector of India’s
infrastructure and its expansion is essential for success of Indias economy
liberalization efforts.

A study on traders perception and expectation towards Anchor

Products in Tirupur had been conducted to analyse the traders satisfaction level.
The study also aims at

♦ Identify the fast moving brands of Anchor products.

♦ Identify the trader’s opinion in dealing with Anchor products.

 7

PRODUCTS DEALT IN KALPANA ELECTRICALS

1.3 PRODUCT PROFILE

KHAITAN, PRINCE
ANCHOR GEM PHILLIPS CROMPTON DASPAN BAJAJ POLAR,
ORIENT
 Switches  M  Li  F  I Fans 
( Deluxe, ains ghting ans Switches rons PVC
Penta, Pearl,  C Luminarie  M  I Pipes,
Noa, Roma hange s& otors Fan mmerson fittings
Woods) overs Fixtures  W Heaters (water)
 Mains,Fuse  S ater Wires  C
units tarters Heaters  eiling Fans
 MCBs, DB  F  L Light
Boards. use Units ighting Fixtures
 Lighting  M Luminaries
Luminaires CBs & Fixtures
 Light Fixtures
 Wires
 Energy
Meters
 8

AHUJA SAMSON SHARP GOOD India

MK MDS
YEAR meter
  CFL  Motor  Domestic   V- Belt,  Energy
CP- lamps & Pumps, Water Modular Range MCBs, DB Rubber Meters
Bathroom level controller switches boxes Belting
Fittings

TNT STAR E-FAB AVON PLAST VIJAYA

 GI pipes  SWR  Wires,  PVC Pipes  PVC
PVC fittings MCBs, Light (Wiring and water) Wiring
Fixtures accessories
 9

CHAPTER 2

OBJECTIVES

Primary Objectives

• To identify dealers perception and expectation towards Anchor

products.

Secondary Objectives

• To identify fast moving brand of Anchor products at the dealers point.

• To identify the factors that influence the traders to deal with concern.

• To know the traders opinion in dealing with Anchor products.

 10

CHAPTER 3

RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

The research embraces descriptive research. The purpose is to provide

an accurate snapshot of some aspect of the market environment, such as

 Trader’s evaluation of the attributes of the product

 Traders expectation in future dealing

A great deal of data had been collected through survey method.

Multimedia data collection, including observation, visual cues and self
administered sections

3.2 SOURCE OF DATA

The sources are both primary and secondary sources. Primary data
have been collected by means of administered questionnaire. The questionnaire
consists of particulars like fast moving brands in the market, insisting brand by
the customers, recommended brands by the traders, price and promotion tools
expected etc.
A great deal of primary data is collected through direct survey. The
survey method includes personal interview with questionnaire. Secondary data
collected through internal records and internal sources.
 11

Internal Records

• Sales results
• Marketing inputs
• Cost information
• Traders reports & feedback
• Customer feedback

External Sources

• Trade Association annual reports

• Internet

Scaling Technique

Rank-order scaling technique has been used to rank the fast moving
brands in the market. It enables to make direct comparisons among competing
alternatives.

Questionnaire

The questionnaire includes both open ended and closed ended with
multiple choice.

Open-ended questions enables wide range of responses, surprising

frequency with which people write marginal comments in mail surveys. Multiple
choice questions are easier to respond, their tabulation and analysis are much
easier.
 12

Census Survey

The survey had been conducted on entire electrical traders in Tirupur.

3.3 DATA COLLECTION METHOD

Door –Door- Interviewing with self administered questionnaire.

Fieldwork is actual data collection operation. Data is collected through

administered questionnaire. The respondents were asked to reveal their opinion
regarding the satisfaction level of various facilities provided by the concern. Also
there are asked to rank the fast moving brands in the market.

3.4 TOOLS OF THE STUDY

Simple percentage calculation, simple ranking and chi-square method

are the statistical tools used for the analysis.
 13

3.5 LIMITATION OF THE STUDY

 Non-response errors due to refusals or inaccuracy in response.

Traders refuse to respond or co-operate during the survey. They
feel that the survey is an invasion of their privacy.

 Time pressure These respondents who initially were reluctant to

participate because they were busy become anxious about the time
that seems to be required.

 Interviewee and Respondent bias decrease the accurate

response rate.

 Survey cost depend on multitude of factors, the amount of

professional time required to design the questionnaire length,
availability and interest of the respondents increases the cost of the
survey.

 The survey is limited to Tirupur town alone and the study cannot be
generalized to other geographical locations.
 14

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

4.1 ANALYSIS OF DATA

TABLE 4.1.1

NO.OF YEAR IN THE ELECTRICAL BUSINESS

S.No. Period No. of Respondents Percentage

1 Below 2 yrs 23 20.9
2 2-5 yrs 30 27.3
3 5-10 yrs 21 19.1
4 10-15 yrs 21 19.1
5 Above 15 yrs 15 13.6
Total 110 100.0

INFERENCE

It is found from the above table that 21% of the respondents have
below 2 years of experience in the Electrical business, 27% of the respondents
have 2-5 years of experience, 19% of the respondents have 5-10 years and
10-15 years of experience and 14% of the respondents have above 15 years of
experience.

CHART 1
 15

NO.OF YEAR IN THE ELECTRICAL BUSINESS

TABLE 4.1.2
 16

BRANDS DEALING

S.No. Brand Name No. of Respondents Percentage

1 Anchor 96 33.4
2 Kundan 65 22.7
3 Daspan 80 27.9
4 E-Fab 42 14.7
5 Lisha 3 1.0
6 Million 1 0.3
Total 287 100.0

INFERENCE

It is found from the above table that 33% of the respondents deal with
Anchor brand, 23% of the respondents deal with Kundan brand, 28% of the
respondents deal with Daspan brand, 15% of the respondents deal with E-Fab
brand, 1% of the respondents deal with Lisha brand and 0.3% of the respondents
deal with Million brand.

CHART 2
 17

BRANDS DEALING

TABLE 4.1.3
 18

PURCHASE PLACE OF ANCHOR PRODUCTS

S.No. Purchase Place No. of Respondents Percentage

1 Tirupur 88 80.0
2 Other areas 15 13.6
3 Directly from company 7 6.4
Total 110 100.0

INFERENCE

It is identified from the above table that 80% of the respondents purchase
the Anchor electrical products in Tirupur, 14% of the respondents purchase the
Anchor electrical products in other areas and 6% of the respondents purchase
the Anchor electrical products directly from the company.

CHART 3

PURCHASE PLACE OF ANCHOR PRODUCTS

 19

TABLE 4.1.4

CUSTOMER INSIST ON A SPECIFIC BRAND

S.No. Opinion No. of Respondents Percentage

 20

1 Yes 94 85.5
2 No 16 14.5
Total 110 100.0

INFERENCE

From the above table it is inferred that 86% of the respondents says the
customer insist on a particular brand and 15% of the respondents says the
customer not insist a particular brand.
 21

CHART 4
CUSTOMER INSIST ON A SPECIFIC BRAND

No, 14.5

Yes, 85.5

TABLE 4.1.5
 22

INSISTING BRAND BY THE CUSTOMERS

S.No. Brand Name No. of Respondents Percentage

1 Anchor 81 50.3
2 Kundan 26 16.1
3 Daspan 41 25.5
4 E-Fab 10 6.2
5 Lisha 0 0.0
6 Million 0 0.0
7 Others 3 1.9
Total 161 100.0

INFERENCE

From the above table it is found that 50% of the respondents opined that
the customer insist to purchase the brand ‘Anchor’, 16% of the respondents
opined that the customer insist to purchase the brand ‘Kundan’, 26% of the
respondents opined that the customer insist to purchase the brand ‘Daspan’, 6%
of the respondents opined that the customer insist to purchase the brand ‘E-Fab’
and 2% of the respondents opined that the customer insist to purchase the other
brands.

CHART 5

INSISTING BRAND BY THE CUSTOMERS

 23

TABLE 4.1.6

RECOMMENDED BRAND TO THE CUSTOMERS

S.No. Brand Name No. of Respondents Percentage

 24

1 Anchor 43 34.4
2 Kundan 20 16.0
3 Daspan 45 36.0
4 E-Fab 7 5.6
5 Lisha 1 0.8
6 Million 1 0.8
7 Others 8 6.4
Total 125 100.0

INFERENCE

From the above table it is found that 34% of the respondents recommend
the brand ‘Anchor’, 16% of the respondents recommend the brand ‘Kundan’,
36% of the respondents recommend the brand ‘Daspan’, 6% of the respondents
recommend the brand ‘E-Fab’, 0.8% of the respondents recommend the brand
‘Lisha’ and ‘Million’ and 6% of the respondents recommend the other brand.

CHART 6

RECOMMENDED BRAND TO THE CUSTOMERS

 25

TABLE 4.1.7

OPINION TOWARDS ANCHOR PRODUCTS

S.No. Opinion No. of Respondents Percentage

1 Very Good 85 77.3
2 Good 24 21.8
3 Average 1 0.9
 26

4 Poor 0 0
5 Very Poor 0 0
Total 110 100

INFERENCE

It is found from the above table that 77% of the respondents says the
Anchor products is very good, 22% of the respondents says the Anchor products
is good and 0.9% of the respondents says the Anchor products is average.
 27

CHART 7

OPINION TOWARDS ANCHOR PRODUCTS

 28

TABLE 4.1.8

OPINION ABOUT THE PRICE OF ANCHOR PRODUCTS

S.No. Opinion No. of Respondents Percentage

1 High price 15 13.6
2 Reasonable price 94 85.5
3 Moderate Price 1 0.9
Total 110 100.0

INFERENCE

It is observed from the above table that 86% of the respondents opined
the price of the Anchor products is reasonable, 14% of the respondents opined
the High and 0.9% of the respondents opined that the price of Anchor products is
moderate.
 29

CHART 8

OPINION ABOUT THE PRICE OF ANCHOR PRODUCTS

 30

TABLE 4.1.9

PROMOTIONAL TOOLS EXPECTATION BY THE RESPONDENTS

S.No. Tools No. of Respondents Percentage

1 Trade Discount 101 82.1
2 Electrical Meetings 4 3.3
3 Advertising 10 8.1
4 Gift Coupons 5 4.1
5 Tours and trips 3 2.4
6 Others 0 0.0
Total 123 100.0

INFERENCE

It is observed from the above table that 82% of the respondents expecting
the promotional tool ‘Trade Discount’, 3% of the respondent expecting the
‘Electrical Meetings’, 8% of the respondents expecting ‘Advertising’, 4% of the
respondents expecting ‘Gift coupons’ and 2% of the respondents expecting
‘tours and trips’.

CHART 9
 31

PROMOTIONAL TOOLS EXPECTATION BY THE RESPONDENTS

TABLE 4.1.10

OPINION ABOUT PROMOTIONAL TOOLS

 32

S.No. Opinion No. of Respondents Percentage

1 Satisfied 56 50.9
2 Not Satisfied 54 49.1
Total 110 100.0

INFERENCE

It is found from the above table that 51% of the respondents opined the
promotional tools of the Anchor products is satisfied and 49% of the respondents
opined promotional tools of the Anchor products is not satisfied.

CHART 10
OPINION ABOUT PROMOTIONAL TOOLS

Not Satisfied,
49.1
Satisfied, 50.9

TABLE 4.1.11

MODE OF PAYMENT

S.No. Opinion No. of Respondents Percentage

1 Cash 19 17.3
 33

2 Credit 91 82.7
Total 110 100.0

INFERENCE

It is found from the above table that 83% of the respondents were follow
the credit payment method and 17% of the respondents only follow the cash
payment.

CHART 11
MODE OF PAYMENT

Cash, 17.3

Credit, 82.7

TABLE 4.1.12

PERIOD OF CREDIT PAYMENT

S.No. Period No. of Respondents Percentage

1 1-2 weeks 1 1.1
2 2-4 weeks 44 48.4
3 1-2 months 29 31.8
4 Above 2 months 17 18.7
 34

Total 91 100.0

INFERENCE

It is found from the above table that 49% of the respondents take 2-4
weeks of credit period, 31% of the respondents take 1-2 months of credit period,
19% of the respondents take above 2 months of credit period and 1% of the
respondents take 1-2 weeks of credit period.

CHART 12

PERIOD OF CREDIT PAYMENT

 35

TABLE 4.1.13

OPINION ABOUT THE CREDIT PERIOD

S.No. Opinion No. of Respondents Percentage

1 Satisfied 67 73.6
 36

2 Not Satisfied 24 26.4

Total 91 100.0

INFERENCE

It is found from the above table that 74% of the respondents satisfied with
the credit period and 26% of the respondents not satisfied with credit period.

CHART 13
OPINION ABOUT THE CREDIT PERIOD

Not Satisfied,
26.4

Satisfied, 73.6

TABLE 4.1.14

OVERALL SATISFACTION WITH ANCHOR PRODUCTS

S.No. Opinion No. of Respondents Percentage

1 Highly Satisfied 14 12.7
 37

2 Satisfied 94 85.5
3 Neutral 2 1.8
4 Dissatisfied 0 0
5 Highly Dissatisfied 0 0
Total 110 100.0

INFERENCE

It is identified from the above table that 86% of the respondents are
satisfied with overall performance of Anchor products, 13% of the respondents
are highly satisfied with overall performance of Anchor products and 2% of the
respondents are neither satisfied nor dissatisfied with the overall performance of
Anchor products.

CHART 14

OVERALL SATISFACTION WITH ANCHOR PRODUCTS

38
 39

TABLE 4.1.15

CUSTOMER PREFERENCE TO ANCHOR PRODUCTS

AS OTHER ALTERNATIVE

S.No. Opinion No. of Respondents Percentage

1 Yes 84 76.4
2 No 26 23.6
Total 110 100.0

INFERENCE

It is found from the above table that 76% of the respondents says
customer prefer Anchor products as other alternative and 24% of the
respondents says customer do not prefer Anchor products as other alternative.

CHART 15
CUSTOMER PREFER ANCHOR PRODUCTS AS
OTHER ALTERNATIVE

No, 23.6

Yes, 76.4
 40

TABLE 4.1.16

CUSTOMER PREFERENCE TO ANY OTHER

ALTERNATIVE AS ANCHOR

S.No. Opinion No. of Respondents Percentage

1 Yes 45 40.9
2 No 65 59.1
Total 110 100.0

INFERENCE

It is found from the above table that 59% of the respondents says
customer do not prefer any other alternative as Anchor and 41% of the
respondents says customer prefer any other alternative as Anchor.

CHART 16
CUSTOMER PREFER ANY OTHER ALTERNATIVE
AS ANCHOR

Yes, 40.9

No, 59.1

TABLE 4.1.17
 41

WILLING TO DEAL WITH NEW ANCHOR PRODUCTS

S.No. New Products No. of Respondents Percentage

1 Energy meters 104 94.5
2 Cam switches 6 5.5
3 Tape rolls 0 0
4 Industrial fuses 0 0
Total 110 100.0

INFERENCE

It is found from the above table that 95% of the respondents willing to deal
with upcoming products of Anchor

CHART 17
 42

WILLING TO DEAL WITH NEW ANCHOR PRODUCTS

 43

TABLE 4.1.18

OPINION ABOUT THE IDEA TO DEAL WITH EXCLUSIVE

ANCHOR ELECTRICAL SHOWROOM

S.No. Opinion No. of Respondents Percentage

1 Yes 98 89.1
2 No 12 10.9
Total 110 100.0

INFERENCE

It is found from the above table that 89% of the respondents have idea to
deal with exclusive Anchor electrical showroom and 11% of the respondents do
not have any idea to deal with exclusive Anchor electrical showroom.

CHART 18
OPINION ABOUT THE IDEA TO DEAL WITH EXCLUSIVE
ANCHOR ELECTRICAL SHOWROOM

No, 10.9

Yes, 89.1
 44

TABLE 4.1.19

FAST MOVING BRANDS - SWITCHES

S.No. Brand Name Weightage Score Rank

1 Anchor 327 I
2 Kundan 171 III
3 Daspan 273 II
4 Lisha 3 V
5 Million 2 VI
6 Others 10 IV

INFERENCE

The above table cleared the fast moving brand of switches. Respondents
opined that the first rank occupies Anchor switches with the weightage score of
327 points, second rank occupies Daspan switches with the weightage score of
273 points and third rank occupies Kundan switches with the weightae score of
171 points.
 45

TABLE 4.1.20

FAST MOVING BRANDS - MAINS

S.No. Brand Name Weightage Score Rank

1 Anchor 125 III
2 Kundan 88 IV
3 Daspan 192 II
4 Million 24 VI
5 E-fab 34 V
6 Gem 233 I
7 Others 12 VII

INFERENCE

The above table cleared the fast moving brand of mains. First rank goes to
Gem mains with the weightage score of 233 points, second rank goes to Daspan
main with the weightage score of 192 points, third rank goes to Anchor main with
the weightage score of 125 points and fourth rank goes to Kundan main with the
weightage score of 88 points.
 46

TABLE 4.1.21

FAST MOVING BRANDS - WIRES

S.No. Brand Name Weightage Score Rank

1 Anchor 45 V
2 Kundan 138 II
3 E-Fab 218 I
4 Daspan 57 III
5 Others 49 IV

INFERENCE

The above table cleared the fast moving brand of wires. First rank goes to
E-Fab wires with the weightage score of 218 points, second rank goes to Kundan
main with the weightage score of 138 points, third rank goes to Daspan wires
with the weightage score of 57 points, fourth rank goes to Other brand wires with
the weightage score of 49 points and fifth rank goes to Anchor wires with the
weightage score of 45 points.
 47

TABLE 4.1.22

FAST MOVING BRANDS – MCB’s

S.No. Brand Name Weightage Score Rank

1 Anchor 45 VI
2 Kundan 52 IV
3 E-Fab 195 I
4 Daspan 71 II
5 MDS 47 V
6 Gem 58 III
7 Standard 13 VIII
8 Others 18 VII

INFERENCE

The above table cleared the fast moving brand of MCB’s. First rank
occupies to E-Fab MCB’s with the weightage score of 195 points, second rank
occupies to Daspan MCB’S with the weightage score of 71 points, third rank
goes to Gem MCB’s with the weightage score of 58 points and sixth rank goes to
Anchor MCB’s with the weightage score of 45 points.
 48

TABLE 4.1.23

FAST MOVING BRANDS – LIGHTING LUMINARIES

S.No. Brand Name Weightage Score Rank

1 Anchor 142 III
2 Phillips 359 I
3 Crompton 286 II
4 Chennai Light 43 IV
5 Wipro 24 VI
6 Osram 8 VII
7 Others 32 V

INFERENCE

The above table cleared the fast moving brand of Lighting Luminaries.
First rank occupies to Phillips Lights with the weightage score of 359 points,
second rank occupies to Crompton Lights with the weightage score of 286 points,
third rank occupies to Anchor Lights with the weightage score of 142 points.
 49

TABLE 4.1.24

FAST MOVING BRANDS – LIGHTING FIXTURES

S.No. Brand Name Weightage Score Rank

1 Anchor 147 III
2 Phillips 246 I
3 Crompton 222 II
4 Daspan 136 IV
5 Kundan 22 V
6 Chennai Light 8 VII
7 Wipro 17 VI
8 Osram 8 VIII

INFERENCE

The above table cleared the fast moving brand of Light fixtures. First
rank occupies to Phillips Light fixtures with the weightage score of 246 points,
second rank occupies to Crompton Light fixtures with the weightage score of 222
points and third rank occupies to Anchor Light fixtures with the weightage score
of 147 points.
 50

TABLE 4.1.25

FAST MOVING BRANDS – FUSE UNITS

S.No. Brand Name Weightage Score Rank

1 Anchor 178 I
2 Gem 150 II
3 Edison 80 III
4 Kundan 7 V
5 Others 72 IV

INFERENCE

The above table cleared the fast moving brand of Fuse units. First rank
occupies to Anchor fuse units with the weightage score of 178 points, second
rank occupies to Gem fuse units with the weightage score of 150 points and third
rank occupies to Edison fuse units with the weightage score of 80 points.
 51

TABLE 4.1.26

FAST MOVING BRANDS – DB BOARDS

S.No. Brand Name Weightage Score Rank

1 Anchor 93 II
2 Gem 115 I
3 Kundan 35 VI
4 E-Fab 58 V
5 MDS 68 IV
6 others 85 III

INFERENCE

The above table cleared the fast moving brand of DB Boards. First
rank occupies to Gem DB Boards with the weightage score of 115 points, second
rank occupies to Anchor DB Boards with the weightage score of 93 points and
third rank occupies to Other DB Boards with the weightage score of 85 points.
 52

TABLE 4.1.27

REASON TO RECOMMEND SPECIFIC BRANDS

S.No. Reasons No. of Respondents %

1 Price 26 14.4
2 Quality 76 42.2
3 Availability 12 6.8
4 Margin 4 2.2
5 Brand Image 33 18.3
6 Replacement 22 12.2
7 Credit Period 7 3.9
Total 180 100.0

INFERENCE

It is found from the above table that 42.2% of the respondents says
quality is the first reason to recommend the brand, 18.3% of the respondents
says brand image is the reason to recommend the brand, 14.4% of the
respondents says competitive price, 12.2% of the respondents says replacement
of the product is the reason to recommend the brand, 6.8% of the respondents
says availability of the product is the reason to recommend the brand, 3.9% of
the respondents says credit period is the reason to recommending the brand and
2.2% of the respondents says margin is the reason to recommend the brand.
 53

C H AR T 19
R E A S O N T O R E C O M M E N D S P E C IF IC B R A N D S
45
Q uality, 42.2

40

35

30

25

20 B rand Im age, 18.3

P rice, 14.4
15
R eplacem ent, 12.2

10
A v ailability, 6.8

5 C redit P eriod, 3.9

M argin, 2.2

0
P rice Q uality A v ailability M argin B rand Im age R eplacem ent C redit P eriod
 54

TABLE 4.1.28

RESPONDENTS OPINION ABOUT THE DEALING SEGMENT

Brand Name Segment

Domestic Industrial Commercial
68 44 29
Anchor (62.4) (40.4) (26.6)
25 43 54
Daspan (22.9) (39.4) (49.5)
8 13 15
Kundan (7.3) (11.9) (13.8)
1 0 0
Lisha (0.9)
4 5 1
MK (3.7) (4.6) (0.9)
3 4 10
Others (2.8) (3.7) (9.2)

INFERENCE

It is observed from the above table that the respondents opined that
Anchor products sells maximum to domestic segment and industrial segment
compared with other two segments, Daspan products sells maximum in
commercial segment
 55

CHART 20
R E S P O N D E N T S O P IN IO N A B O U T T H E D E A L IN G S E G M E N T

80

70 68

60
54

50
44 43

40

29
30
25

20
15
13
10
10 8
4 5 4
3
1 0 0 1
0
A nchor D a sp a n Kundan L ish a MK O th e rs
 56

4.2 HYPOTHESIS TESTING

CHI – SQUARE ANALYSIS

TABLE NO. 4.2.1

REASON TO RECOMMEND THE BRAND AND DEALING THE BRAND

(TWO-WAY TABLE)

Null Hypothesis (H0) - There is no significant relationship

between dealing brand and reason to
recommend the brand.

Alternative Hypothesis (H1) - There is close significant relationship

between dealing brand and reason to
recommend the brand.

Reasons
S. Brand
Deliver Replace- Total
No. Name Price Quality Supply Image
y ment
1 Anchor 9 18 2 5 5 4 43
2 Daspan 7 3 7 3 10 1 31
3 Kundan 4 10 1 1 3 1 20
4 E-Fab 4 2 2 0 0 0 8
5 Others 6 1 1 0 0 0 8
Total 30 34 13 9 18 6 110

CHI-SQUARE (χ2) CALCULATION :

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Calculated χ2 value = 38.470

Degrees of freedom = (R-1)(C-1) = (5-1) (6-1) = 20
Table value = 31.410
Level of Significance = 5%

INFERENCE

It is found from the above analysis that calculated chi-square value is

greater than the table value at 20 degree of freedom. So, Null Hypothesis (H0) is
rejected. Hence, we conclude that, there is close significant relationship between
the dealing brand and reason to recommend the brand.
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TABLE NO. 4.2.2

REASON FOR RECOMMENDING THE BRAND BASED ON
EXPERIENCE IN ELECTRICAL BUSINESS
( TWO-WAY TABLE )

Null Hypothesis (H0) - There is no significant relationship

between reason for recommending the
brand and experience in electrical
business.

Alternative Hypothesis (H1) - There is close significant relationship

between reason for recommending the
brand and experience in electrical
business.

S. Reasons
No Experience Deliver Replace- Total
Price Quality Supply Image
. y ment
1 Below 2 yrs 4 8 3 1 6 1 23
2 2-5 yrs 2 13 4 3 5 3 30
3 5-10 yrs 4 6 3 2 4 2 21
4 10-15 yrs 8 7 1 2 3 0 21
5 Above 15 yrs 12 0 2 1 0 0 15
Total 30 34 13 9 18 6 110
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CHI-SQUARE (χ2) CALCULATION :

Calculated χ2 value = 38.032

Degrees of freedom = (R-1)(C-1) = (5-1) (6-1) = 20
Table value = 31.410
Level of Significance = 5%

INFERENCE

It is found from the above analysis that calculated chi-square value is

greater than the table value at 20 degree of freedom. So, Null Hypothesis (H0) is
rejected. Hence, we conclude that, there is close significant relationship between
reason for recommending the brand and experience in electrical business.
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CHAPTER – 5

FINDINGS

 Most (27.3%) of the respondents have 2-5 years of experience.

 Maximum (33.4%) of the respondents deal with Anchor brand.
 Majority (80.0%) of the respondents purchase the Anchor electrical
products in Tirupur.
 Most (85.5%) of the respondents says that the customer insist on a
particular brand.
 Maximum (50.3%) of the respondents opined that the customer insist to
purchase the brand ‘Anchor’.
 Most (36.0%) of the respondents recommend the brand ‘Daspan’.
 Maximum (77.3%) of the respondents says the Anchor product is very
good.
 Majority (85.5%) of the respondents opined the price of the Anchor
products is reasonable.
 Most (82.1%) of the respondents is expecting more ‘Trade Discount’.
 Majority (50.9%) of the respondents opined the promotional tool of the
Anchor products is satisfied.
 Most (82.7%) of the respondents avail credit facilities provided by the
dealer.
 Maximum (48.4%) of the respondents take 2-4 weeks of credit period.
 Majority (73.6%) of the respondents are satisfied with the credit period
available.
 Maximum (85.5%) of the respondents are satisfied with overall
performance of Anchor products.
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 Majority (76.4%) of the respondents says customer prefer Anchor

products as other alternative.
 Maximum (59.1%) of the respondents says customer prefer any other
alternative as Anchor.
 Most (94.5%) of the respondents willing to deal with new products of
anchor.
 Maximum (89.1%) of the respondents have idea to deal with exclusive
Anchor electrical showroom.
 Most of the respondents ranked first for Anchor switches.
 Most of the respondents ranked third for Anchor mains.
 Most of the respondents ranked fifth for Anchor wires.
 Most of the respondents ranked sixth for Anchor MCB’s.
 Most of the respondents ranked third for Anchor lighting.
 Most of the respondents ranked third for Anchor fixtures.
 Most of the respondents ranked first for Anchor fuse units.
 Most of the respondents ranked second for Anchor DB Boards.
 Maximum (42.2%) of the respondents recommend the preferable brand for
the reason of its quality.
 Maximum (62.4%) of the respondents supply Anchor brand for Domestic
purpose.
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CHAPTER – 6

SUGGESTIONS AND RECOMMENDATION

• Maximum respondents (nearly 50%) are expecting credit period to be

extended over 1 months. At present traders are provided with 3-4 weeks of
credit period. It might work better when the period of credit extended.

• The traders are provided with promotion tools such as coupouns, contest,
premiums, etc. Advertising can be used to build up a long-term image for a
product to trigger quick sales.

• Advertising can be efficiently used to reach dispersed buyers. Just the

presence of advertising might have an effect on sales traders expects heavily
advertised brands offer “goods value”. Advertisements can be placed on local
channels, business magazines, newspapers, television, etc. so that it would
result in increased sales in both segment viz. retailer buyer household buyers.

• It is suggested that the company sales representative should visit the

dealers and traders to have an insight on market conditions. This has to be
conducted on a regular basis, it will have a positive impact on the sales of the
product.
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CHAPTER – 7

CONCLUSION

The study titled “ Trader’s perception and Expectation towards Anchor

products – Tirupur” reveals the perception of the traders. Electrical dealers and
traders play a major role in selling the product. The survey shows the satisfactory
level of traders towards various product features as of price, distribution,
promotion, credit period etc.

The study reveals that Anchor enjoys better position in the market. This
is due to brand image it holds. The present position is at a satisfactory level but
to survive in this competitive world the firm had to extend its promotion tools and
credit period. Innovations in future can be enhanced.
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