Summer Training Project Report

On

A STUDY OF CUSTOMERS PERCEPTION WITH SPECIAL

REFERENCE TO OXYGARDEN INDIA Pvt. Ltd.

Submitted in Partial Fulfillment for the Award of the

Degree of Bachelor of Business Administration (2018-2021)

Under the Guidance of: Submitted By:

Ms. Neetu Bansal Khushi Goel

Assistant Professor Roll No. 35661101718

Maharaja Agrasen Institute of Management Studies

Affiliated to Guru Gobind Singh Indraprastha University, Delhi

PSP Area, Plot No. 1, Sector 22, Rohini, Delhi 110086, India
 Student Declaration

This is to certify that I, Khushi Goel have completed the Summer Training Report entitled ‘A
STUDY ON CUSTOMERS PERCEPTION TOWARDS

AIR SANITIZER’ under the guidance of Ms. Neetu Bansal, Assistant Professor toward partial
fulfillment of the requirement for the award of the Degree of Bachelor of Business
Administration at Maharaja Agrasen Institute of Management Studies, Delhi. This is an
original piece of work and I have not submitted it earlier elsewhere.

(Signature)

Name of the Student : Khushi Goel

University Enrolment No: 35661101718
Program : BBA(G)
Batch : 2018-2021
Date :

COUNTERSIGNED BY:

(Signature)
Name of Internal Faculty Guide: Neetu Bansal
Designation : Assistant Professor
Date :
Training Certificate
 Acknowledgement

Guidance, inspiration and motivation have always played a key role in the success of any
venture. I would like to pay my sincere regards to all those who guided me in my project work.

I express my sincere thanks to The OxyGarden who gave me the opportunity to work on my
Summer Training project. I also express my sincere thanks to the industry supervisor Mr.
Hardik Aggarwal for all the valuable guidance and support extended to me during my summer
training. I would like to avail this opportunity to pay my sincere gratitude and regards to Prof.
Ravi Kumar Gupta, Director and Prof. Vijay Kr. Khurana, HOD, Business Administration,
Maharaja Agrasen Institute of Management Studies for providing me such a wonderful
opportunity to widen the horizons of my knowledge. I would also like to express my heartfelt
thanks to my Project Guide Ms. Neetu Bansal, Assistant Professor for giving her support,
guidance and encouragement throughout the project work.

Last but not the least I would like to thank my parents, family and friends who have directly or
indirectly contributed in making this project a success.

Name of the Student : Khushi Goel

University Enrolment No: 35661101718

Program & Section : BBA(G) 5F

Batch : 2018-2021
 Executive Summary
This report explains the importance of understanding Customer Perception in the
present era and this report will help the reader to get an idea about the behavior of
customer buying nature. Indian market is a very diverse market. It is rich of many
cultures and traditions. Steps involved in project is to easily understand the customer
perception. After reading the whole report the reader will be able to understand the
reason behind to study customer perception.

Title of the report is The Study of Customer Perception with Special Reference to
Oxygarden Pvt Ltd. And the Objective of the project is to understand is to find out
the buying behavior of the consumers towards Air Sanitizer.

Methodologies used for achieving the objective are descriptive study and a research for
achieving the objective. I have done one research using an online questionnaire. The
title of the research is “ Understand the Customer Perception towards Air Sanitizers”.

Main findings of the research is that Indian customers are not so much aware about
the Air Sanitizers and its usuage. 32% of respondents are willing to spend between
20000-30000 rupees for buying a new Air Sanitizers.50% of the respondents know
about the company Oxygarden Pvt. Ltd..66% of the respondents heard about the air
sanitizers.32% of the respondents aware about the Oxygarden air sanitizer.54% of
the respondents want the air sanitizers as Plant based. 64% of the respondents prefer
to buy air sanitizers through online mode. 27% of the respondents believe that it is
important for life to have an air sanitizers,48% of the respondents believes that
COVID-19 influences their purchasing behavior.

The successful completion of the project indicates that the future of air sanitizers are
very rich. I conclude my research by quoting again that “Brands can’t sustain
without understanding their consumers want”.
 Table of Contents

Content Page no.

Student Declaration (i)

Training Certificate (ii)

Acknowledgement (iii)

Executive Summary (iv)

Chapter 1 - Introduction 1-17

Chapter 2 – Company Profile 18-33

Chapter 3 – Data Analysis and Interpretation/ 34-47

Learnings from Training

Chapter 4 – Conclusions and Suggestions 48-49

Bibliography 50

Annexures 51-52
 Chapter 1
Introduction

(1)
1.1 Customer Perception
Customer perception definition: “Marketing concept that encompasses a customer’s
impression, awareness, or consciousness about a company or its offerings.”

Customer perception refers to the customer’s opinion of your business or products. It

summarizes how customers feel about your brand including every direct or indirect experience
they’ve had with your company. By monitoring customer perception, your businesses can spot
common user pain points and improve the customer journey.

Customer perception plays a vital role in a company’s ability to attract new customers and to
retain existing customers. The good news is that companies have the ability to control many of
the factors that build an individual’s perception of the company/brand.

Customer collects information about a product and interprets the information to make a
meaningful image about a particular product. This is called as customer perception. When a
customer sees advertisements, promotions, customer reviews, social media feedback, etc.
relating to a product, they develop an impression about the product.

The perceptions customers have of your brand, its products or services, and its
values can have a serious impact on how they interact with you and how they buy.
In fact, fostering positive perceptions can help you build a “sustainable, loyal, and
growing customer base,” according to Forbes. In marketing, ‘customer perception’
refers to customers’ awareness, their impressions, and their opinions about your
business, products, and brand. Customer perception is shaped by multiple variables,
including direct and indirect interactions with your offerings.

Today, perception impacts buyer decision-making and is a “huge success factor in

the retail industry,” Brands who monitor and understand customer perception and
its contributing factors can better identify opportunities to improve customer
experiences. In fact, Forrester defines customer experience as “your customer’s
perceptions of their interactions with your brand”. By 2020, ‘customer experience’
will overtake ‘price’ and ‘product’ as the key brand differentiator, HubSpot reports.

Everything that a company does affects customer perception. The way the products are
positioned in a retail store, the colors, and shapes in your logo, the advertisements that you
create, the discounts that you offer, everything impacts the customer perception.

Importance of Customer perception

In today’s digital age, virtually everything is a Google search away. This makes your goods
and services easier to find, but the tradeoff is that your competition is easier to find as well.
That means it’s easier for unhappy or unsatisfied customers to leave.

Consumers want good quality, but they also want to know they are getting good value. That
value isn’t just judged by the product or service they are purchasing, but by the availability and
usability of the customer service that supports it.

(2)
It’s just not enough anymore to have brand recognition, consumers want to feel good about a
brand and company. They want to do business with civic-minded corporations with positive
world views.

A happy customer is one who is satisfied with the experience that he has with a product or a
service. The customer perception is built around the experience that a customer has with a
product.

Consumer perception can make or break your brand. When customers had a pleasant
experience of getting their products delivered on time they form a perception. Getting the
products that were as described in the product description also creates a positive customer
perception. When customers experienced a great after-sale service it is going to develop a
positive opinion about the brand.
But when customers had a bad experience such as broken products, no returns, no after-sales
service, etc. the customers build a negative perception about the brand. When companies work
towards strengthening the bond between customers and the company, customer perception
improves, and this gives way for a better competitive edge.
Customer perception is also important to determine the kind of image a brand wants to build.
For example, when a retail clothing store has displayed clothes in crowded racks using low
quality plastic hangers, customers get a perception that it is a low-quality brand. But when the
same clothes are presented well with back-lit mannequins, neatly arranged, good quality
attractive hangers, etc. the customers build a different perception about the brand.

Perception does more than impact each individual sale; it shapes the long-term
relationships—good or bad—that customers establish with your brand. As a result,
every touchpoint your company has with customers must affect their perception in
a positive way.

Businesses that shape positive brand perceptions among customers are more likely
to impact potential customers in indirect ways as well and establish themselves as
remarkable compared to other brands in their space. As Forbes observes:

To improve customer experience and differentiate your brand, you must have
positive customer perceptions. Brands must therefore understand which elements
have the broadest and most profound impact on customer perception. These
elements can be both tangible and abstract, but each has the potential to be shaped
deliberately by CX professionals.

Some tangible factors that influence customers’ perceptions include:

 Price: Price should always be part of a comprehensive marketing plan.
However, marketers must understand that context impacts customers’
perception of its value—lower is not always better, as often seen in luxury
markets where it’s reflective of the product’s true worth.

(3)
  Quality: Quality can apply to multiple attributes in a product—attributes
whose importance will differ from customer to customer. Marketers should
understand what feature most distinguishes their products or services, and
which are most desirable in target markets.

 Branding: Logos, artwork, and even packaging all deliver a message about
your company and your brand. Marketers should ensure these elements meet
and exceed customers’ expectations, helping your brand to stand above
others.
 Service: Service quality will make or break customer perception, where even
companies with superior products miss out if their service is poor. Customers
are more likely to write online reviews after highly positive or highly
negative service experiences, which can improve or exacerbate brand
awareness.

 Personal experience – This is the biggest of all factors that weigh in to customer
perception. If someone has experienced firsthand the quality of a product or service or
the responsiveness and usefulness of a customer service channel, it will positively or
negatively impact their perception.

Some less-tangible factors that influence customers’ perceptions

include:
 Advertising: What you say about your company, the mediums you choose,
and how you deliver your message can drive customers in both positive and
negative directions.

 Reputation: Brand reputations are built over time and can be quite durable.
They are formed from customer experiences with products and services, but
also secondary interactions from third-parties (e.g. media coverage). While
marketers attempt to measure their reputations online, sudden events can
impact reputation without warning.

 Influencers: Influencers are people whom customers trust, and are among
the biggest factors impacting customer perception aside from the customer’s
own personal experience. Customers who have firsthand experience with
your product, service, or brand are most likely to sway other potential
customers during the organizing stage.
 Customer reviews: Many people look into the customer reviews before buying a
product. This shows that customer reviews are an important factor in defining customer
perception. If the consumers see that a product has a lower number of stars it means
that product does not have good customer reviews. The impression that it creates on the
consumer’s mind is negative.

(4)
  Social Media: Social media has become the strongest medium to manage customer
perception. When social media audience gets consistent communication regarding a
product, the users build an image of the product. Social media can be used to post
content, images, videos, etc. which helps to build the kind of perception intended by
the company.

Process of Customer Perception

Modern business leaders emphasize improving customer experiences, but “most

companies have no idea if they are creating value for their customers,” Forrester
finds. Another Forrester analyst observes that value for customers is actually
“customers’ perception of what they get versus what they give up.”

CX professionals who want to see themselves this way—that is, ‘through the eyes
of their customers’—must begin by understanding the three phases of the customer
perception process. The three stages—sensing, organizing, and reacting—are
simple in concept, but difficult to understand in terms of how they truly shape the
behavior of consumers and even business buyers:

1. Sensing: Characterized by the physical senses, customers use this stage to accumulate
‘knowledge’ about a product, service, or brand. This may apply to facts such as clothing
sizes, but also product smells, taste, and touch.
2. Organizing: During this stage, customers make sense of the information they’ve
attained, interpreting its value based on context, personal beliefs, perceptions of
themselves, and other highly subjective factors. At this stage, customers will categorize
the object of their critique and compare it to other objects within their chosen categories.
For example, a consumer hoping to buy a winter coat may prioritize coats by price, but
also color and thickness, during the organizing stage.
3. Reacting: Customers will act based on the sensing and organizing stages, but also
internal and external stimuli ranging from personal history to online reviews. Although
each reaction and its contributing factors are different, buyers tend to go through similar
processes of evaluation before making their decision.

How can you work to create/maintain a positive customer perception?

Companies have the tools to create a positive experience for their customers and even when
unforeseen events create negative impressions, the best organizations rise to the challenge and
can often win back an unhappy customer.

It all begins by managing some foundational factors within the company’s control.

 Don’t make false promises – Companies should strive for truth in advertising and truth
in general communication. If you say a product does something, make sure it
ACTUALLY does it and when someone calls your customer service department and
you tell them you can help, make sure they do just that.

(5)
  Listen – Sounds easy enough but this can be a challenge for some organizations. When
customers talk (online, in person, on the phone), listen. When what a client is saying is
complaint related, it’s easy to stop listening when you think you know the answer but
it’s important to listen to what customer’s expressed need is and then make sure your
solution fits the problem.
 Communicate – Quickly, clearly and often. Train your agents and representatives to
be knowledgeable, compassionate and responsive when communicating with your
customers. Ensure they are providing facts not excuses.
 Use your social channels effectively – Social media presents unique opportunities and
challenges for communication. Many social channels actually track a company’s
responsiveness to customers and rate them. In addition social media creates an open
forum for customer complain. The vocal minority can seemingly hijack your good
name, but it is possible to take negative comments and demonstrate positive outcomes.
Responding quickly and with knowledge and compassion can not only result in a
favorable outcome with the situation at hand but increase positive feelings about your
company with the casual observers on the channel. Be proactive when a negative review
posts and work to rectify the issue openly when possible.
 Streamline – Wherever possible, make the decision making process easier. Are your
product/service benefit statements clear? Can existing and potential customers easily
see how you stack up against the competition? Make purchasing and customer service
easy and don’t make customers jump through hoops to get resolution. This just
exacerbates the problem. If you can offer solutions that demonstrate you know your
customer’s time is valuable you make it easy to keep doing business with your
company. Offering quick response, centralizing information to prevent the need for re-
explaining issues and utilizing call back software are just some of the ways you can
improve the perception of your company.
 Never get complacent – It’s easy to get comfortable when everything appears to be
going well, but push your company to keep measuring your customer’s satisfaction and
keep training your teams. Both internally and externally, ask questions and learn from
situations that have occurred.

Customer perception is about feeling and fact. From the first touchpoint to last, the entire
company is involved in this perception and can contribute to it in a positive way.

Customers not only need to feel good about your brand/company and its service, they need to
be treated well and the products and services need to perform as advertised. When problems
occur, manage expectations, communicate effectively and work to resolve the issue while
ensuring you make the customer feel valued and respected. It will always be easier and more
cost effective to create an environment for positive customer perception from the beginning of
the customer journey than it is to fix a negative perception.

Ways to improve customer perception

1) Look inward.

(6)
 One of the biggest obstacles businesses often have to overcome on their way to improved
customer perception is themselves and their approach to customer success. While it's valuable
to have direction, too much process and protocol can get in the way of real, human interactions.

To ensure your business isn't getting in its own way, take the time to evaluate your existing
approach. Ask yourself:

 Are you being proactive or reactive in your communications with customers?

 Are you getting to them before a problem arises, or scrambling to collect all the necessary
information you need as the problem escalates?

2) Strike an emotional chord with your customers.

"Our research across hundreds of brands in dozens of categories shows that the most effective
way to maximize customer value is to move beyond mere customer satisfaction and connect
with customers at an emotional level -- tapping into their fundamental motivations and
fulfilling their deep, often unspoken emotional needs," explains Alan Zorfas and Daniel
Leemon.

Think about it: Actions and words carry a lot of weight with customers. To build strong bonds
and promote a positive experience, you must actively demonstrate a long-term interest and
commitment to the relationship through every touch point.

This task requires you to dig beyond the surface and actively listen to a customer's needs and
goals, while also tuning in to the details they are leaving out.

This attention to detail can be easily achieved if you apply sound and communication
expert Julian Treasure's simple listening acronym, RASA:
 Receive
 Appreciate
 Summarize
 Ask

This "process of extraction" forces you to listen with intent, while also granting the customer
permission to speak openly and freely about their concerns, issues, or complaints. The more
they reveal, the more opportunity you have to tap into their motivations and intentions to
effectively guide them towards the desired outcome in a human and empathic way.

(7)
3) Lean on positive language.
Dr. Barbara Fredrickson, a leading researcher on the study of positivity, suggests that positive
emotions have the power to open us. In other words, these feelings allow us to see more -- they
change our perspective and our understanding of possibilities.
Trouble is, people are often hesitant to introduce these types of positive emotions in the
business world, operating under the notion that it's not appropriate or should be minimized.
However, according to University of Haifa Professor Dana Yagil's research, suppressing
interpersonal emotions of employees for customers could lead to a decline in customer
satisfaction.

“People providing services in the capacity of their work with daily interactions with customers
sometimes develop feelings for them. The expectation from these employees to suppress
natural emotions, positive and negative alike, is a mistake, "Yagil explains.

"The expression of natural positive emotions is well received by the other party and is likely to
contribute to customer satisfaction and customer loyalty."

4) Fill skill gaps before they become evident.

A modern customer success or customer service professional knows how to treat a customer
like a human -- not just a ticket number. They know when to be proactive, when to ask
clarifying questions, and what to do when they don't have the answer right away. These are all
skills that help to comprise a positive customer perception.

But this skillful approach to service and customer relationship building doesn't come without
proper training and a commitment to continuous learning. And as the industry standard
continues to shift to meet the demands of the empowered, informed customer, folks in
customer-facing roles need to keep pace.

To maximize your competitive advantage, it's important that both you as an individual -- as
well as your larger organization -- are aware of the skills and service areas that need
improvement, and are also willing to invest in software and training to help bridge the skills
gap.

(8)
1.2 LITERATURE REVIEW
1.2.1 A Study on Customer Perception Towards Online Shopping
Kim and Park (1991) stated that the consumers spend more time online for information search
and they also found that the Internet is easily accessible Price which is a part of the marketing
mix is a factor used to stimulate the consumer and is also communicator, to negotiate and a
competitive weapon. The consumer can use price as a means to compare products, judge
relative value for the money, and the judge quality of products. It is estimated that this factor
has a considerable influence on the consumers during their online shopping Brassington &
Pettitt (2000). Wang and Emuian (2004) defined online shopping as buying stuff through the
internet. The items are usually sent to the buyer‟s door step that you have purchased online.
Sharma and Mittal (2009) said that India is showing tremendous growth in the Ecommerce, in
their study “Prospects of e-commerce in India”. Online shopping shows unlimited potential in
India with the population of millions of people. E-commerce has become an integral part of
our daily life and it is a common word in Indian society with websites providing a number of
goods and services. Some of these portals provide specific product along with its allied
services. Solomon, 1998 in his study “Consumer behavior is the study of the processes
involved when an individual selects, purchases, uses or disposes of products, services, ideas,
or experiences to satisfy needs and desires”.

CUSTOMER PREFERENCE TOWARDS ONLINE SHOPPING

Stupendous & enormous expansion of Internet in India, the people are taking interest in online
shopping. They can do online shopping while they are sitting in their homes and

work place, after getting good service response, quality of product, competitive price and on
time delivery through online shopping, they always try to recommend their friends and family
members for online shopping. At present More and more customers are doing shopping online
because in urban area Example,. in NCR itself mostly people are working that‘ s why they are
not having so much time to go for offline shopping, they used to prefer online shopping. The
convenience of online shopping is the main attraction of customers. Unique online payment
system offer easy and safe purchasing from other individuals. Various demographic factors
like age, income, gender, education background also affect the customer behavior. Earlier
consumer used to pay with cash but now a days number of payment options are available for
like debit card, credit card, internet banking and cash on delivery also. These payment methods
also makes online shopping easy. There are various online promotional tools which attract most
of the customers to shop online. In the era of internet technology, wi-fi services and smart-
phone gadgets provides so much facility for the consumers to do shopping from anywhere.
Many retailers engage their customers in impulse behavior through the usage of visuals and
information and through the usage of colored pictures and images of the entire product and
offered discount on various products. In description of the entire product and service, online
promotions can serve an excellent purpose.

(9)
Advantages of online shopping:-
 Online shops give us the opportunity to shop 24/7, and also reward us with a ‘no
pollution’ shopping experience.
 Cheap deal sand better prices are available online, because products come to you direct
from the manufacturer or seller without middleman being involved.
 You can shop from retailers in other parts of the country, or even the world, all without
being limited by geography. The choices online are amazing.
 Many times, when we opt for conventional shopping, we tend to spend a lot more than
planned. There are other outside expenses on things like eating out, transportation, and
let's not forget impulse buys! So there are less expenditure incurred in online shopping
 Comparing and researching products and their prices is so much easier online.
 No crowd is their when you prefer to do shop online.

Disadvantages of online shopping:-

 If an item comes damaged or not as described, you will want to return the item or be
refunded your money. Depending on where you purchased your item, there can be
different policies for refunds and returns;
 Unlike buying at retail stores, you are able to use the product instantly after you buy
it, which can be satisfying. However, online shopping requires patience to wait for the
item to arrive at your door step about 2 to 3 days or even longer depending on the
location you've ordered it from.
 Lack of touch-feel-try creates concerns over the quality of the product on offer. Online
shopping is not quite suitable for clothes as the customers cannot try them on.
 Customers have to be careful in revealing their personal information. Some of the e-
retailers are unreliable.

(10)
1.2.2 “A Study on Factors influencing Perception of Customers”

In Present Marketing Scenario, the Study of Customer Perception has become essential.
Consumers are the kings of markets. Without consumers no business organization can run. All
the activities of the business concerns end with consumers and customer satisfaction. Customer
behavior study is based on consumer buying behavior, with the customer playing the three
distinct roles of user, payer and buyer. Consumer buying behaviour has become an integral part
of strategic market planning. In order to develop a framework for the study consumer behaviour
it is helpful to begin by considering the factors which impacts on consumer buying behaviour
as well as the evolution of the field of consumer research and the different paradigms of thought
that have influenced the discipline.

As described in this article, a set of dimensions can be identified in the literature, which can
be used to characterize and differentiate, the various perspectives on consumer research.

The objective of the research endeavour is to achieve a better understanding of consumer

behavior with the factors influence consumer buying processes. This article aims to identify
different streams of thought that could guide future consumer research.

This research paper mainly focuses on Automobile (Four wheeler) Customers and their buying
behavior in pune city. Descriptive type research design used in the study. Sample size is 265
Customers who own a car. Convenience sampling technique is used in the research. Data is
collected through structured questionnaire. Data is analyzed through using Excel and various
statistical tools. Findings are derived from the data analysis and required suggestions are given.

1.2.3. A Research on customer Perception

Individuals who buy “marketing components” to provide their personal

requirements, desires, and needs or have the ability to buy are called consumer. The
concept of buying, in modern understanding, is expressed as buying or renting but
consumer concept was examined and said that the individual who demands to buy
the product, who buys and benefits by using it can be different. In this regard,
consumer is the one who consumes; user is the one who benefits from it; purchaser,
on the other side, is the person who is willing to pay for it.

(11)
Customer Perception deals with basic topics such as why individuals choose a
product, which brands they emphasize, and what kind of stores they do shopping.
Also socio-cultural features like culture, social classes, belief, and attitudes affect the
customer perception.

Factors Determining Customer Perception.

Customer perception are examined under two headlines as personal and interpersonal.

Personal factors that affect consumer behavior:

According to Odabaşi and Barış:

• learning and memory

• motivation and involvement
• sense and perception;
• attitudes,
• changing attitudes and emotions
• personality and individualism
• Values and life style.

Personal factors that identify customer perception in other words occupation, economics
conditions, life.

Some Models for better understanding of Customer Perception:

Logical Model

This model is to make a chart by asking questions to consumer’s possible decisions

in the process of purchasing or searching the answers of marketers to these questions.
This model doesn’t investigate the previous experiences but sees the purchasing
individuals as problem solvers. In this regard, consumer who requires the product by
his problem solver role is the deciding one about product, price, amount, place, time,
seller, implementer, paying type. At the moment of decision and before it, marketing
components, socio-cultural factors, and personal motivations are effective

(12)
 Theoretic Model

Theoretical model in most of the sources appears as “eclectic approach” or “detailed

behavior models”. According to Turkish Language Society, eclectic means
“selecting, namely according to this model consumers get involved in purchasing
decision process behave eclectic according to behaviorist features”. There are three
theoretic model (1) Nicosia model, (2) Engel, Kollat, and Blackwell model, (3)
Howart-Sheth model. According to Nicosia model, management should have a good
communication information and by this ability should send right messages to
consumer. Consumer will develop an attitude by commenting these messages with
his equipment. According to Engel, Kollat, and Blackwell model, consumer behavior
is based. This model occurs in four parts .These are: data processing, central control,
decision, and outcomes. First stage is to process data that consumer perceives and
sources some in control of the management and some are out of control like friends’
recommendations. These data make sense in the second stage by consumer. While
making sense, it is evaluated by consumer’s previous experiences about that product
or brand and psychological factors like consumer’s behaviors). The third stage is
decision stage; consumer buys according to data he acquired. In the last stage,
environmental factors in decision stage continues. According to Howard-Steth
model, consumer inspires from the “learning model” during purchasing process. This
model also occurs from four stages. The first stage is input factors like brand,
product, price, quality, availability, service. The second stage is out factors that affect
purchasing decision process. The third stage is consumers involvement by required
information. The fourth stage is perception, attitude, intention, and purchasing
factors.

Consumption

Using inadequate resources effectively and fruitfully lies on the base of economy. As the
resources are inadequate, people should consume how much they need. For this reason, the
answer of the question if our requirements will be supplied fully or not should be given.
However, as the consumption concept will be formed by consumer attitude and behavior,
because of the consumer’s social, cultural, economic, and psychological differences, the
consumption fact started to become different. According to Solomon and his friends (1999)
who study the consumer behaviors, consumers usually buy goods because of the meanings they

(13)
.have rather than their main features. Consumption fact forms with the meanings that consumer
loads before the purchasing behavior occurs, with the purchasing and after it.

(14)
1.3 OBJECTIVES TO STUDY THE CUSTOMER PERCEPTION.

The objectives of Customer Perception analysis are mostly consumer researches are undertaken
to find out the attitudes of the consumer about a product. Their preferences, likes and dislikes
which lead to the further modernization of the sales strategies by the marketer.

1.3.1 Reasons to Study the Customer Perception.

1) Developing an understanding of the internal and external influences whioch shape the
behavior of both consumer and organizational buyers.
2) Identifying the discrete stages of the buying process undertaken by consumers and
organizational buyers.
3) Appreciating how an understanding of buyer behaviour ca be used in market segmentation
and target marketing.
4) To u nd er sta nd wh at cons um e r behavio r i s and t he diff eren t types of
consumers.
5).To understand the relationship bet ween consumer behavio r and the marketing
concept, the societal marketing concept, as well as segmentation, targeti ng and
positioni ng
6) To understand the relationship between consumer beha vio r a n d cus to mer
va l ue, satisfa cti on, trust a nd reten ti on.
7) To understand how new technologies are enabling marketers to better satisfy
the needs and wants of the consumers.
8) To understand how marketers are increasingly able to reach consumers
wherever consumers wish to be reached.
9) To understand how the world’s economic condition is leading t o c o n s u m p t i o n
instability.

1.3.2. Objectives to study the Customer perception of the product:

• To understand the buying behavior of the customers towards air

sanitizers.
(15)
• To study the customer perception about the quality and price of the
product.
• To know about the most preferable design and type of air sanitizers.
• To study the scope of the air sanitizers in various Business sectors.
• To study the factors influences decision–making while purchasing a air
sanitizers.

• To know about the consumers preferable mode of purchasing.

• To know about the prominent competitors.

(16)
1.5 Limitations of the Study

1. The data was collected through questionnaire. The response from

the respondents may not be accurate.
2. The project was carried out only in the Delhi and NCR , so findings on
data gathered can be best true for Delhi And NCR only and not
applicable to other parts of state and country.
3. Customers have very less time to listen and give feedback, then
providing specific information is very difficult.
4. Due to the lockdown phase, organizing meeting with the peoples
was very difficult.
5. Every business is shut down in the lockdown, so they are not willing
to invest in new things in their business.
6. Another difficulty was very limited time-span of the project

7. Lack of experience of Researcher.

(17)
 Chapter- 2
Company Profile

(18)
2.1 History of OxyGarden
The company ‘OxyGarden ’ has started on 13 September, 2019. Inception of
OxyGarden came from a vision of a happier and healthier lifestyle for humanity.
Oxygen- The most fundamental element of life is what this company offer.

Most of the people remain indoors for 90%of our daily life, breathing in air that
is impure, contaminated and polluted.

The idea came from a thought on indoor air sanitization and usage of green natural
plants for the same. NASA certified plants which if used efficiently can purify
the air at a good extent. Next three years blending green natural plants, synthetic
filters, innovative growing media, humidifier and latest technology to
manufacture and test a self-sustainable air sanitizer which should not only just
purify the air but also sanitize it so that all the pathogens and disease-causing
bacteria can be removed from indoor air.

Consequently, becoming prisoners of our own created restraint and not being able
to live up to our full potentials. World health organization (WHO) has implied
that the indoor polluted air is actually one of the biggest environmental health
risks of our generation.

So this company wants to bring a positive change in people’s lives by providing

fresh oxygen in people’s living spaces is their first step. Happy, healthy and long
life for humanity.

After more than two years of prototyping and testing, OxyGarden launched its
first commercial product – Forest – in January 2020.
In the coming years, OxyGarden will enhance the quality of indoor air, raised the
health and happiness index and increase the life span of people who homed
‘Forest’ into their living spaces. Their vision is that people across the country
share the power of OxyGarden.

(19)
OxyGarden was founded by serial entrepreneur (he also owns a water sports
company in Goa) Abhishek Gupta when he wanted “healthy” air in his room.

The founder started his research back in 2016 after discovering that existing
electrical air purifiers work on only about 51 percent of pollutants.

Abhishek soon stumbled upon research from NASA that showed how plants
could purify the air and entirely eliminate chances of airborne infections. In early
2019, he launched OxyGarden with the vision of growing soilless gardens inside
living rooms.

(20)
2.2 Product Description

OxyGarden Private Limited has launched FOREST-India’s first Air Sanitizer

which purifies and humidifies indoor air naturally. Who has ever thought of being
able to breathe pollutant-free, oxygen-rich air indoors? With Forest, it’s now
possible. This patent-pending innovation will be able to solve the problem of
ever-increasing levels of indoor air pollution and also increase human longevity
by purifying indoor air and pumping in fresh oxygen apart from acting as a natural
humidifier. It also helps in preventing the spread of pathogens like viruses and
bacteria while converting 700 litres* of Oxygen from Carbon Dioxide per day,
hence reducing your carbon footprint.

Sanitization Process with 5 Stages of Air Purification:

1. Carbon Filter: Carbon when treated with oxygen opens up millions of
tiny pores between the carbon atoms which act as bonding sites for
organic chemicals. Thus, when certain chemicals pass next to this
surface, they attach themselves to these pores and get trapped. They are
(21)
 the most efficient in combating VOCs released from common
household products.
2. Hepa Filter: High Efficiency Particulate Air filter works through a fine
mesh which traps harmful particles such as pollen, pet dander, dust mites
and tobacco smoke. These are known to cause throat irritation, allergies
and respiratory issues.
3. Plant Leaves: The most commonly known role of plant leaves in air
purification is conversion of carbon dioxide into oxygen. However, the
leaves and the roots can also absorb pollutants on their external surfaces
and produce fresh and purified air.
4. Microbes in the roots of the plants: Air purification is usually
considered as a function of the leaves pf plants however, numerous
studies have proved that the microbes such as bacteria and fungi are
capable of biodegrading or bio transforming pollutants into non- toxic or
less toxic substances.
5. Aerated growing media with activated charcoal: Since the field soils
are generally inefficient for plant growth in containers, the plants in
FOREST grow in a soilless medium. This medium is treated with
activated charcoal to ensure that any pollutants, allergens, mould or
fungus do not go untreated.

This ingenious innovation will clean air in up-to an area of 800 sqft. With Forest’s
inbuilt automated watering system, you do not have to worry about watering the
plants. Thanks to its grow light technology and automated fans, it can work 24*7
without sunlight. Despite having so many features, it just consumes less than 30
energy units to operate.

It’s minimalist and customization design will allow it to blend in easily in any
interior environment. It is easy to install and use and falls under an affordable
annual maintenance plan.
Also, various scientific studies suggest that the recommended ideal relative
humidity levels for building a safe environment for humans is 40-60%. The
product also works on this principle and helps in maintaining the ideal humidity
levels with the help of controlled transpiration in plants, innovative patent-
pending aerated growing medium and controlled photosynthesis with the help of
automated airflow and growing lights.

(22)
Forest has a five-stage air purification system: Firstly: Removal of pollutants and
creation of Oxygen through plants foliage. Secondly: Humidification of air
through plants foliage and growing media. Thirdly: Absorption of pollutants in
roots by highly porous growing media. Removal of Formaldehyde, Benzene and
Infectious Substances like viruses and Bacteria takes place in this stage.

Fourth stage is Odour Removal through activated charcoal in growing media.

And the last stage is Removal of PM2.5m and PM10 through Pre-Filters, HEPA
and activated carbon filters, which remove any dust or other allergens present.

Forest weighs 30 kilograms, and comes with a metal frame that fits easily in a 1.2
square feet area. It can either be hung on walls or placed on the ground.

The polluted indoor air is absorbed through the plant roots, after which it passes
through a carbon filter. At the end of the purification process, the air fan fitted
inside the garden returns the clean and oxygen-rich air into the room. The startup
has developed a patent-pending technology, which induces controlled
photosynthesis in plants with the help of automated airflows and artificial light
sources. It controls the transpiration in plants that are grown in an aerated medium
consisting of activated charcoal, which makes it lighter than soil.

This is a silent process that takes place between 10 am and 5 pm. You will only
feel some air on your face if you stand in front of Forest. We can even grow light
artificially when the sunlight is low. The technology helps maintain the optimum
relative humidity (RH) levels in a room.

It has been scientifically proven that the right IAQ index reduces airborne
transmission of biological contaminants. Many viruses fail to infect people if the
relative humidity level is maintained at around 40 percent. This not only increases
the time and distance of the transmission but also reduces the percentage of
people contracting the virus.

 Air Humidification: Humidification and dehumidification are done

through natural plants and artificial humidification system.
 Air Naturalization: Fresh Oxygen(700 liters/24hours) is produced by 50
imbibed natural plants.

(23)
  Removal of Harmful Substance: Bad Odor, harmful chemicals, bacteria,
viruses, pathogens get removed after the sanitization process.

Features:
Contemporary and unique in our approach to creating a vertical plant wall for
indoor and outdoor, we have designed our system with state-of-the-art cutting
edge technology.

 50 NASA certified natural plants of high purification capacity are used in

just 1.3 Sq. Ft. of space.
 Purifies an area of 800 Sq. Ft.
 One time plug and forget product.
 Cleans air at a speed of 500 m3 volume/hour.
 Takes just 30 energy units to operate.
 Decreases the AQI level by 70% to an ideal range.
 Uses a unique 5 step purification process.
 Fully automated watering and growing light system.
 Innovative growth media (Other than soil) keeps the plant alive for multiple
years.
 Acoustic (No noise production) and Aesthetic (Appealing in looks).

(24)
 Benefits:
 Purify and Humidify Indoor air.
 Removes pollutants like CO2, CO, VOC, NO2.
 Maintain an optimal humidity level of 40-60%.
 Activated Charcoal present in growth media removes bad odour from the
indoor environment.
 Produces 700 liters of Oxygen in a day.
 Reduces PM 2.5 and PM 10 particles
 One of the key contributing factor in boosting the immunity.
 Provides for a cool, relaxed and aesthetically appealing environment Mood
elevator.
 Removes harmful chemical, bacteria and other disease-causing pathogens.

The product is called Forest’ because it gives you a sense of being inside a
forest in an urban location.

Air Sanitizer for Office: Oxygarden brings the best air sanitizer for your office
and commercial workplace that sanitizes your air to breathe healthy and boost
your productivity by keeping you away from airborne viruses and allergens.
Working was never made this Healthier before.

 Air Sanitizers at the workplace is the Need of the Hour

 Indoor Air Affects Your Health And Productivity
 One-third of your life is spent at work, that’s 90,000 hours throughout a lifetime.
 Confined and packed indoor air reduces work productivity by 6 to 9% – 15% of
employee’s sick leaves are directly related to poor indoor air quality.
 Top MNCs are focusing on making the workplace healthy and lively.
 Reduce work stress .
 Enhances skills and a desire to develop.
 Provides for a calm, relaxed and aesthetically appealing working environment.
 Increases Productivity .
 Reduces Sick Building Syndrome.
 Reduces absences due to physical or mental strain.
 Improves acoustics and reduces noise; enhanced peace at work.
 Halts Mental Fatigue.
(25)
 Improves Cognitive Performance.
 Helps you in focusing on your work and have enough energy to enjoy your free
time as well.
 Reduction in health care costs associated with sick pay and insurance claims.
 Stand strong for your organisation’s corporate social responsibility.
 Reduce levels of sickness absence resulting in improved productivity.

Air Sanitizer for Home: It is an innovative and creative thought of co-existing

with Nature while adding dimension to any indoor space. It is one of the best
ways to save space with a lush green garden growing up. By decorating our home
with plants, we are not just adding greenery. We are enhancing our quality of life.
We are making our interior spaces cleaner, fresher for our elderly and our
children.

Oxygarden brings India’s first Natural Air Sanitizer and Purifier for our interior
spaces. It is your best option to improve your indoor air quality and lead a
healthier life. We bring Nature’s freshness directly into your room. Oxygarden
brings Nature’s freshness directly into your room by making air sanitizer for
home.
Why sanitize your indoor air?
On average, we spend 90% of our time indoors.
 We breathe more than 10,000 liters of indoor air every day.
 Emissions, air pollutants and street dust flow into indoor spaces through
mechanical centilation.
 Chemicals evaporate into indoor air from construction and surface
materials, furniture and technical appliances.
 The naked eye may not see polluted air, but it certainly has ill effects on
the human body.
(26)
  Long term exposure to impure indoor air can even kead to permanent
health damage. For the human body to stay healthy, it requires constant
exposure to natural fresh air.
 Indoor Air pollution most severely affects pregnant woman, children,
people with respiratory problems and the elderly.
 Children are more active than adults and therefore inhalemore air per unit
of body weight than adults. Consequently, breathe in more air pollutants.
Pollution is one of the leading threats to child health, accounting for almost
1 in 10 deaths of children under five years of age.
Why choose OxyGarden?
Produces
$ 700 Liters of Oxygen per day
Replaces the cyclic air that is trapped indoors
$
12x
$ faster air purifying action than house plants
Removes
$ unpleasant odours and keeps indoors clean and fresh
Creates
$ a healthy environment for early age child health development
Keeps
$ physical and mental strains away and acts as a mood elevator
Activates
$ higher cognitive development in children
Removes pollutants like CO2, CO, VOOC, NO2, hence preventing chronic heart
and respiratory diseases

$
Creates a natural playground the positive development of your children

(27)
2.3 Current Scenario:
One of the most critical conversations in the ongoing pandemic is whether
COVID-19 will behave the same way as common coronaviruses and influenza
particles do – fizzle out in hot and humid climes. Science journals and news media
worldwide are buzzing with research and analysis on this issue. The World
Health Organisation too is considering the possibility of airborne transmission
(besides physical contact) of the novel coronavirus. While the jury is still out on
that, Alan Evangelista, a microbiologist and virology professor at St
Christopher’s Hospital for Children in Philadelphia, has propounded the theory
that COVID-19 will follow the laws of physics and “as humidity increases, the
viral droplet size will grow larger and settle out of the air rapidly”.

So FOREST removes harmful pollutants, PM 2.5 and PM 10 Particles, and

maintain optimal humidity level.

2.4 Pricing of the Product:

OxyGarden has rolled out only one variant of Forest for now. It is priced at Rs
45,000, and occupies the mid-range of the portfolio. Two others — a miniature
variant priced at Rs 25,000, and a premium IoT-enabled variant priced at Rs
75,000 — are also in the works.
(28)
 The cheapest variant of Forest is targeted at urban 1BHK or 2BHK households
and will be retailed directly at online and offline stores. The premium version is
meant for enterprises and corporate clients like offices, hotels, hospitals,
quarantine centres, warehouses, supermarkets, and so on. It will have an IoT-
based IAQ meter through which users can control the entire purification process
with a remote.

2.5 Growth Plans and Tiding over a Crisis:

After factoring in the slowdown triggered by the coronavirus outbreak,
OxyGarden expects to sell 11,000 units and clock sales of about Rs 40 crore in
FY21.

The startup has already roped in a few B2B customers, including Larsen &
Toubro, a few hotel chains, B-schools, appliance rental companies, and online
retailers.

It also plans to set up its own branded store in premium malls in Delhi, and
expand in clusters in Jaipur, Chandigarh, and other cities in the north.

2.6 Core Values:

OxyGarden has been further hit by the imposition of Section 144 in Delhi-NCR,
followed by the 21-day nationwide lockdown announced by the Modi
government. This has put all of its lab tests on hold, and even halted production
and supply.

But given its core value proposition, especially after COVID-19 has put the
spotlight back on everyday hygiene, OxyGarden is hopeful of attracting
investors.

In late-2019, it had raised a small seed round of $70,000 from unknown investors,
and is looking to close a Series A round of Rs 10 crore by the end of this year.

(29)
2.7 Competitors Details:
1. Coway Sleek Pro Air Purifier:
Coway is a renowned global brand from Korea that is known for its Air
Purifiers. This model from Coway has 3 layers of air filteration: a) Pre Filter
– that removes dust, hair or pet fur b) Carbon Filter – useful for removing
odors and harmful gases c) Green Anti Flu HEPA Filter – which is effective
in removing cigarette smoke, viruses, germs and micro dust (PM 2.5). The
Green HEPA filter in this air purifier is made of Ginko and Japanese
Sumac which help in removal of H1N1 viruses, influenza and many other
viruses. It has 4 speed settings and a real time air quality indicator (the
indicator changes color from red to blue as the air gets purified). The
company has offices in Mumbai, Delhi, Pune, Hyderabad, Chennai and
Bengaluru but they provide service PAN India.

Specifications:

 Coverage Area – 355 sq ft

 CADR – 303 CMH
 Filters – Pre-Filter, Urethane Carbon Filter (To Deodorize the air), Multi
Layered HEPA Filter effectively traps PM2.5 particles.
 Noise – 22-49 dB
 Power Consumption – 38 Watts
 HEPA Filter Life – 8500 hrs
 Carbon Filter Life – 8500 hrs
 Dimensions – 335 x 666 x 205 mm

2. MI Air Purifier 2S:

Xiaomi is a very popular brand from China which sells a lot of appliances in India
but is particularly known for its budget phones. This model comes with 3 layers
of air filtration: a) Pre-Filter – It removes large airborne particles like dust and
hair b) H11 Grade HEPA Filter from TORAY, Japan – This layer removes micron
sized particles and harmful bacteria c) Activated Carbon Filter – This layer
removes formaldehyde, other harmful substances and also eliminates odors. The
air purifier has 360o design and takes air from all sides. This purifier can even
filter PM 0.3 particles. The purifier also has a LED display which shows the air
quality display. The Air Quality is detected using a high precision laser sensor
which can even detect PM 0.3 particles. This purifier is also a smart purifier and
can be operated using a SMART phone or voice assistant.
(30)
Specifications:

 Coverage Area – 398 sq ft

 CADR – 310 CMH
 Filters – Pre-Filter, Activated Carbon Filter (To Deodorize the air), Toray
H11-grade HEPA filter.
 Noise – Not Available
 Power Consumption – 29 Watts
 HEPA Filter Life – 3-6 Months
 Carbon Filter Life – 3-6 Months
 Dimensions – 240 x 240 x 520 mm

3. Atlanta Healthcare Beta 350:

Atlanta Healthcare is an Indian company with a good experience in Purification
technologies. This model comes with 7 stages of air purification 1) Pre-Filter –
to remove dust, pollen, dust mite and hair from the air 2) Anti-Bacterial Filter –
to filter out the bacteria in the air 3) HEPA Filter – For fine dust, smoke and
pollen 4) Activated Carbon Filter – For bad odor, formaldehyde, Volatile Organic
Compounds 5) Photo Catalyst Filter – For Allergens, mildew & infectants 6) UV
Filter – To neutralize air borne microbes 7) Ionizer – To Neutralize suspended
particles. The purifier comes with Air Quality and Odor sensors which shows up
on LED display. The model comes with a remote control and has an inbuilt timer
to auto start and stop the purifier.

Specifications:

 Coverage Area – 350 sq ft

 CADR – 170 CMH
 Filters – 7 Stage Filters: 1) Pre-Filter 2) Anti-Bacterial Filter 3) HEPA Filter
4) Activated Carbon Filter 5) Photo Catalyst Filter 6) Ultraviolet 7) Ionizer
 Noise – 35-45 dB
 Power Consumption – 43 Watts
 HEPA Filter Life – Not Available
 Carbon Filter Life – Not Available
 Dimensions – Not Available

4. Philips 2000 Series AeraSense:

When it comes to making air purifiers, Philips is one of the leading brands. Their
Air Purifiers are quite popular and this one is no different. This air purifier comes
(31)
with 3 automatic purification setting: General Mode, Extra Sensitive Allergen
Mode, Extra Powerful Virus and Bacteria mode. It comes with 2 filters: 1) Nano
Protect HEPA Filter 2) Active Carbon Filter. In combination these two are able
to effectively remove ultrafine particles as small as 20 nm, remove formaldehyde,
TVOC and odor. They can also remove up to 99.9% of bacteria and virus. The
Aerasense sensor in this purifier can accurately identify particles smaller than PM
2.5 and can provide real time data on the particulate level. The purifier also has
smart light control which can be used to dim down the light from the purifier.

Specifications:

 Coverage Area – 440 sq ft

 CADR – 333 CMH
 Filters – 1) Nano Protect HEPA Filter 2) Active Carbon Filter
 Noise – 20.5-51 dB
 Power Consumption – 60 Watts
 HEPA Filter Life – 24 Months
 Carbon Filter Life – 12 Months
 Dimensions – 359 x 240 x 558 mm

5. Dyson Pure Cool Link Tower:

Dyson is a British technology company that is known for its vacuum cleaners, air
purifiers and bladeless fans. This particular product combines the features of their
air purifiers and bladeless fan. It is a product which is certified as Asthma and
Allergy friendly by Asthma and Allergy Foundation of America. It has a 360°
Glass HEPA Filter & Tris-coated Activated Carbon Filter. The H-13 Glass HEPA
Filter is pleated over 200 times and densely packed with borosilicate microfibres.
It claims to remove 99.95% of particles as small as PM 0.1. The 360° Glass HEPA
Filter captures ultrafine particles from all angles, including pollen, bacteria and
pet dander. The Tris-coated Activated Carbon Filter captures household odors
and harmful toxins. This product also acts as a bladeless fan circulating purified
air all across the room. It has oscillation feature to cover a large area. The air
multiplier technology gives it a powerful air projection (all this without any
blades). It also has 10 step speed settings for the air flow. It is also Wi-Fi enabled
and can be operated using a Smart Phone App from anywhere in the world. The
purifier has active monitoring of air quality and the data is available on the
smartphone app.

Specifications:

(32)
 Coverage Area – Nothing Specified (but for mid-big sized rooms)
 CADR – Dyson does not test for CADR, but they guarantee that their
technology captures 99.95% of allergens, pollutants and ultrafine particles.
 Filters – 360° Glass HEPA Filter & Tris-coated Activated Carbon Filter. The
H-13 Glass HEPA Filter is pleated over 200 times and densely packed with
borosilicate microfibres
 Noise – 42.3 – 64.4 dB
 Power Consumption – 40 Watts
 HEPA Filter Life – 12 Months
 Carbon Filter Life – 12 Months
 Dimensions – 1018 x 110 x 196 mm

6. Honeywell Air Touch i8:

Honeywell is a Fortune 100 company which is into lot of industrial and consumer
products. Their Air Purifiers are quite popular in India. This one comes with 3
stages of filtration: 1) Pre-Filter – for removing PM10 particulates, Hair and Pet
Dander 2) HEPA Filter – For PM 2.5 filtration and removing bacteria and viruses
3) Honeywell’s HiSiv filter – for removing bad odor, Formaldehyde and VOC.
This air purifier does continuous air monitoring and display air quality on an
inbuilt monitor. It has intuitive touch controls and has filter change indicator. It
has Auto mode to adjust fan speed according to the need of the room to conserve
electricity and Sleep mode to reduce sound at night. This air purifier has a 3D
airflow design to deliver air throughout the room.

Specifications:

 Coverage Area – 390 sq ft

 CADR – 300 CMH
 Filters – Pre-Filter, HEPA Filter and Honeywell’s HiSiv filter
 Noise – 38-63 dB
 Power Consumption – 42 Watts
 HEPA Filter Life – 3000 hrs
 Carbon Filter Life – 3000 hrs
 Dimensions – Not Available

(33)
 Chapter-3
Data Analysis
Research Methodology.

Purpose of the study

The research has been done to study the Customer Perception during pandemic with reference
to OxyGarden Pvt. Ltd.

Research Design

Descriptive research design has been used in this study. Descriptive research is also called
Statistical Research. The main goal of this type of research is to describe the data and
characterises about what is being studied. Descriptive research is used to obtain information
concerning the current status of the phenomena to describe “what exists” with respect to
variables or conditions in a situation.

Sources of data collection

a. Primary Data: Primary data is the main and raw source of data collection through interaction
with the staff of the company and structured questionnaire. Structured Questionnaire is a
quantitative method of research. It is a positivist research method.

b. Secondary Data: Secondary data is data taken by the researcher from secondary sources,
internal or external of the organisation. Secondary data is collected from following sources: -

 Internet
 Journals
 Publications
 Website of the company etc.

Primary research has been done in this project.

SAMPLING DESIGN:

(34)
Sampling Frame: The respondents are the people living the Delhi-NCR region.

Sampling Method: A sample design is a finite plan for obtaining a sample from a given
population. Convenience sampling is used for this study.

Sample Size: Number of the sampling units selected from the population is called the size
of the sample. Sample of 50 respondents were obtained.
Sampling Procedure: The procedure adopted in the present study is nonprobability
convenience sampling.

METHODS OF DATA COLLECTION:

The data was collected through Primary sources only.

QUESTIONNAIRE DESIGN: A well-defined questionnaire that is used

effectively can gather information on both overall performance of the test system as
well as information on specific components of the system. A defeated questionnaire
was carefully prepared and specially numbered. The questions were arranged in
proper order, in accordance with the relevance.

Pros of questionnaire:
• It can be used as a method in its own right or as a basis for interviewing or a
telephonic survey. It can be posted, e-mailed or faxed.

• It can cover a large number of people or organizations. It has wide geographic

coverage
• It is relatively cheap.
• No prior arrangements are needed.
• It avoids embarrassment on the part of the respondent.
• Respondent can consider responses.
• Possible anonymity of respondent.
• No interviewer bias.

Cons of questionnaire:
• Design problems.
• Questions have to be relatively simple.

(35)
 • Historically low response rate (although inducements may help).
• Time delay whilst waiting for responses to be returned.
• Require a return deadline. Assumes no literacy problems.
• No control over who completes it.
• Problems with incomplete questionnaires.
• Replies not spontaneous and independent of each other.
• Respondent can read all questions beforehand and then decide whether to complete
or not.
For example, perhaps because it is too long, too complex, uninteresting, or too
personal.

Nature of Questions Asked:

The questionnaire consists of closed ended questions.

Presentation of Data:
The data are presented through graphs and charts.

DATA ANALYSIS
Data analysis is done through Statistical Tools:

• Pie Charts
• Bar Graphs. .

Procedure for Analysis:

• Administering questionnaire to all the respondents
• Analyze the rating and responses of the customers using graphs and evaluating the
positivity of responses.

(36)
Q1. Have you ever heard about the company OxyGarden?*
a) Yes
b) No
c) May be

Oxygarden

18%

yes

50% no

May be
32%

Interpretation
Out of the sample size of people, 50% know about the company Oxygarden and
32
% didn’t know about the company .On the other hand. 18% people thought that
they have listen the name but not remember .It is a very good number that half of
the sample know about the company.

Q2 Have you heard about Indoor Air Sanitizer? *

a) Yes
b) No
c) Maybe

(37)
 Indoor air sanitizers

14%

Yes

20% No
May be
66%

Interpretation
Out of the sample size of 50 people, 66% know about the indoor air sanitizers
and
20% people didn’t know about the air sanitizers. On the other side, 14% people
thought they know about the product but didn’t have the complete knowledge.
This show that the people know about the market of indoor air sanitizers.

Q3. If yes, then which companies Air Sanitizer/Purifier are you aware of?
a) Philips
b) OxyGarden
c) Dyson
d) Honeywell
e) Atlanta Healthcare
f) None

(38)
 Companies

14% a) Philips
b) OxyGarden
32%
10% c) Dyson
d) Honeywell
e) Atlanta Healthcare
12%
f) None

12% 20%

Interpretation
Out of the sample size of 50 people, 32% prefer Philips, 20% prefer Oxygarden,
12% people prefer Dyson, 12% prefer Honeywell, 10% prefer Atlanta Healthcare,
and 14% prefer none of the companies.

Q4. What kind of Air Sanitizer do you prefer to buy?

a) Plant based
b) AI based
c) Machine based

Preferability
MACHINE BASED 16

Plant based
AI BASED 30 AI based
Machine based

PLANT BASED 54

0 10 20 30 40 50 60

(39)
Interpretation
Out of the Sample size of 50 people, 54% people want a plant based air sanitizers
and 30% people want it as AI based but only 16% of the sample want it as
machine based. This shows that People are more conscious about the nature and
environment.

Q5. What are your main Air concerns about air quality of Delhi-NCR?
a) Allergy
b) Dust
c) Mould/ Bacteria
d) Corona Virus
e) Pet Odour
f) Chemicals
g) Smoke
h) Asthma

Interpretation
Out Of the sample size of 50 people , 26 % are concerned by mould/bacteria, 24
% are concerned with Allergy problems,12% are concerned with Dust , 8%
people are concerned with corona virus and pet odour, 10% people are concerned
with chemicals and asthma problems both and only 6% people are taking concern
on smoke .

(40)
Q6. Do you think an Air Sanitizer would be helpful in fighting coronavirus?
a) Yes
b) No
c) Maybe

Column1

34%
40% Yes
No
Maybe

26%

Interpretation
Out Of the sample size of 50 people, 34% people believe that an air sanitizer will
help people to fight against coronavirus but 26% people think that it will not help
them. On the other hand 40% thought it might help them about it. By data, we
can conclude that most of the people thought that an air sanitizer will help them
to fight against corona virus.

Q7. Which room do you think is best to keep Air Sanitizer?

a) Living Room
b) Kitchen
c) Bedroom
d) Office

(41)
 Keeping

16%

Living Room

16% Kitchen
54% Bedroom
Office

16%

Interpretation
Out Of the sample size of 50 people, 54% people want to keep the air sanitizer in
living room, 16% people want to install it in Bedroom and office both, 16% want
it in Kitchen. It shows that most people want it for busiest place of home and it
all it in Living Room.

Q8. If possible, which mode will you prefer to purchase Air Sanitizer?
a) Online
b) Offline

Purchase

OFFLINE 36

Online
Offline

ONLINE 64

0 10 20 30 40 50 60 70

(42)
Interpretation
Out Of the sample size of 50 people, 64% people to buy it online and 36% people
want it as offline. This shows population are shifting towards buying the product
by online mode.

Q9. According to you what is the ideal range for purchasing Air Sanitizer?
a) 10,000-20,000
b) 20,000-30,000
c) 30,000-40,000
d) 40,000-50,000
e) 50,000-60,000

Price Range

16
22
0,000-20,000
8 20,000-30,000
30,000-40,000
40,000-50,000

24 50,000-60,000
32

Interpretation
Out Of the sample size of 50 people, 32% are willing to spend 20000rs to 30000rs
for an air sanitizers, 24% are willing to spend 30000rs to 40000rs, 22% want to
spend no more than 20000rs for it and 16% want it in between 50000rs to 60000rs
and only 8% want to pay in range of 40000rs to 50000rs.
Q10. What color or design do you prefer for air sanitizer?
a) Marble/ Granite
b) Bright color
c) Dark/ Black
d) Light/ White
e) Green

(43)
 Design

12 18
Marble/ Granite

18 Bright colour
Dark/ Black
Light/ White
26
Green

26

Interpretation
Out Of the sample size of 50 people, 26% want the design as Bright color and
also 26% want it is Dark Black color, 18% want it as marble or granite form and
18% want it is white light color. On the other hand 12% want it as green in color.

Q11. How important is Air Sanitizer for life?

a) Extremely important
b) Somewhat important
c) Neutral
d) Somewhat not important
e) Extremely not important

(44)
 Need

8%
22%
Extremely important
26% Somewhat important
Neutral
Somewhat not important
30% Extremely not importan
26%

Interpretation
Out Of the sample size of 50 people, 27 % people find it as somewhat important
for their life, 23% people are neutral, 20% thought it is very important and 23%
people thought that it is not important but 20% thought that it is extremely not
important.

Q12. Does COVID-19 influences your purchasing behavior?

a) Yes
b) No
c) Don’t Know

(45)
 Impact

DON'T KNOW
14

NO
38

YES
48
0 10 20 30 40 50 60
options

Interpretation
Out Of the sample size of 50 people, 48 % people think that COVID-19 make an
impact in their purchasing behavior, 38% believes that it didn’t make any impact
in their purchase and 14% people did not know about it.

(46)
Findings of the Report

1. 32% of respondents are willing to spend between 20000-30000 rupees for

buying a new Air Sanitizers.

2. 50% of the respondents know about the company Oxygarden Pvt. Ltd..
3. 66% of the respondents heard about the air sanitizers.
4. 32% of the respondents aware about the Oxygarden air sanitizer.
5. 54% of the respondents want the air sanitizers as Plant based.
6. 64% of the respondents prefer to buy air sanitizers through online mode.
7. 27% of the respondents believe that it is important for life to have an air
sanitizers,

8. 48% of the respondents believes that COVID-19 influences their

purchasing behavior.

(47)
 Chapter- 4
Conclusions and Suggestions
Conclusion

The successful completion of this project indicates that the understanding of

customer perception is very important for every company. Customer perception
is the action and decision processes of people who purchase goods and services
for personal consumption. Consumer decision making is influenced by social,
psychological, and personal factors. Social factors are forces exerted by other
people that affect Customer Perception. A social class is a relatively
homogeneous and stable group of people with similar values, attitudes, and
behaviors. A role is a set of functions and activities that a person in a particular
position is expected to perform. Culture is learned values, behaviors, and
meaningful symbols shared by members of a society. A culture is further divided
into several subcultures.

Psychological factors are internal forces within people that affect buying
decisions. These factors are motives, perception, learning and personality etc.
Motivation research involves analyzing the major motives that influence buying
behavior. Perception is the process by which an individual selects, organizes and
interprets information inputs to create meaning. An attitude is a person’s overall
feeling towards some object.

The market of Air Sanitizers are going to increase in future. Hotels and
Restaurants and real estate emerged to be a main target sector. The research
focused on the consumer buying behavior shows the nature of the consumers
towards Air Sanitizers in Delhi-NCR region.

(48)
I honestly believe that this project report will be at most useful for marketers to
understand the Customer buying behavior and also to plan for future strategies. I
conclude my research by quoting again that “Brands can’t sustain without
understanding their customer want”.

Suggestions

o The company have to find a way to reduce their price for middle class
people also.

o They need to focus on other sectors also like Sports, Schools and many
mores to increase their market presence.

o They need to reduce the size of their air sanitizer.

o They need to expand their market in other states also.

(49)
 Bibliography

Research Papers, Published articles, Magazines, Periodicals, Journals,

Newspaper.
1. Carly Stec, By Zach, M. and Cline, T., Customer Perception, Mason, OH,
South-Western Cengage, 2011.
2. Foxal, G., "Foundations of Customer Perception Analysis," Marketing
Theory, Vol. 1,
3. Customer Perception, Neetu Bansal, Assistant Professor.

4. “A Study on Factors influencing on Buying Behavior of Customers” (Prof.

Sudarshan A. Pawar, Associate Professor P.E. Society Institute of Management
Mahavidyala and Career Development, Yamuna Nagar.) ABSTRACT

Website citations
 BusinessDictionary.com.
 https://www.thomasnet.com/
 http://www.academia.edu/
 https://clootrack.com/
 https://www.yourarticlelibrary.com/marketing/market-segmentation/consumer-
behaviour-meaningdefinition-and-nature-of-consumer-
behaviour/32301#:~:text=Consumer%20behaviour%20is%20the%20study,underlying
%2 0motives%20for%20those%20actions.
https://oxygarden.com/about-us/
https://www.researchgate.net/publication/327794534_A_Research_on_
Cons umer_Behaviour_Konya_Sample

(50)
 Annexures
Appendix 1:
Questionnaire Understand Customer Perception of Indians
Part I
Name ___________________

Phone No. ________________

Part II
Q1. Have you ever heard about the company OxyGarden? *
a) Yes
b) No
c) May be
Q2 Have you heard about Indoor Air Sanitizer? *
a) Yes
b) No
c) Maybe
Q3. If yes, then which companies Air Sanitizer/Purifier are you aware of? *
a) Philips
b) OxyGarden
c) Dyson
d) Honeywell
e) Atlanta Healthcare
f) f)None
Q4. What kind of Air Sanitizer do you prefer to buy? *
a) Plant based
b) AI based
c) Machine based

Q5. What are your main Air concerns about air quality of Delhi-NCR? *
a) Allergy
b) Dust
c) Mould/ Bacteria
d) Corona Virus
e) Pet Odour
f) Chemicals
(51)
 g) Smoke
h) Asthma

Q6. Do you think an Air Sanitizer would be helpful in fighting coronavirus? *

a) Yes
b) No
c) Maybe

Q7Which room do you think is best to keep Air Sanitizer? *

a) Living Room
b) Kitchen
c) Bedroom
d) Office

Q8 If possible, which mode will you prefer to purchase Air Sanitizer? *

a) Online
b) Offline

Q9 According to you what is the ideal range for purchasing Air Sanitizer? *
a) 10,000-20,000
b) 20,000-30,000
c) 30,000-40,000
d) 40,000-50,000
e) 50,000-60,000

Q10What color or design do you prefer for air sanitizer? *

a) Marble/ Granite
b) Bright color
c) Dark/ Black
d) Light/ White
e) Green

Q11 How important is Air Sanitizer for life? *

a) Extremely important
b) Somewhat important
c) Neutral
d) Somewhat not important
e) Extremely not important

Q12: Does COVID-19 influences your purchasing behavior? *

a) Yes
b) NO
c) Maybe
(52)
Thankyou