Executive summary Organization today faces the twin challenges of globalization and shortened product lifecycle.

Globalization has led to unprecedented levels of competition. To face such competition, successful corporation should follow the best business practices in the industry. Shortened life cycles call for continuous design improvement, manufacturing flexibility, super-efficient logistics control and better management of the entire supply chain. All these need faster access to accurate information both inside the organization and from the entire supply chain outside. The organizational units such as Finance, Marketing, Production and HRD need to operate with a very high level of integration without losing flexibility. ERP system with an organization-wide view of business processes, business needs of information and inflexibility meet these demands admirably. The study covers the city limits of Bangalore The study covers the market potential of all electronic security of Elid. The study covers all-important information of each product of electronic security of Elid. The study gives a brief analysis of customer preference, attitudes, and perception towards buying electronic security of Elid.

1. Introduction

1.1 Introduction to area chosen Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. [1] The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to sell goods or services.

Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. Seen from a systems point of view, sales process engineering views marketing as a set of processes that are interconnected and interdependent with other functions [2], whose methods can be improved using a variety of relatively new approaches.

Marketing is influenced by many of the social sciences, particularly psychology, sociology, and economics. Anthropology and neuroscience are also small but growing influences. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. The marketing literature is also infamous for reinventing itself and its vocabulary according to the times and the culture.

(a) Branding
A brand is a name, term, design, symbol, or other feature that distinguishes products and services from competitive offerings. A brand represents the consumers' experience with an organization, product, or service. A brand is more than a name, design or symbol. Brand reflects personality of the company which is organizational culture. A brand has also been defined as an identifiable entity that makes a specific value based on promises made and kept either actively or passively. Branding means creating reference of certain products in mind. Co-branding involves marketing activity involving two or more products.

Marketing communications Marketing communications breaks down the strategies involved with marketing messages into categories based on the goals of each message. There are distinct stages in converting strangers to customers that govern the communication medium that should be used.

(b) Advertising
• • • • Paid form of public presentation and expressive promotion of ideas Aimed at masses Manufacturer may determine what goes into advertisement Pervasive and impersonal medium

(i) Functions and advantages of successful advertising
1. Task of the salesman made easier

Generally there . A major drawback of sales promotion is that it is easily copied by competition. It cannot be used as a sustainable source of differentiation. but this does not build customer loyalty or encourage future repeat buys. This implies that the company focuses its activities and products on consumer demands. People are given an incentive to buy. (d) Marketing Public Relations (MPR) • • • • Stimulation of demand through press release giving a favourable report to a product Higher degree of credibility Effectively news Boosts enterprise's image Customer focus Many companies today have a customer focus (or market orientation).• • • • • • • • • • • • Maximize sales Publicity Brand building Create awareness Persuade buyers Introduction of new product Enable market leadership To face competition To inform changes To counteract to competitors advertisement To enhance goodwill (c) Sales promotion Short-term incentives to encourage buying of products: • • Instant appeal Anxiety to sell An example is coupons or a sale.

marketers must ensure that they have a varied and multi-tiered approach to product innovation. The Economist reported a recent conference in Rome on the subject of the simulation of adaptive human behavior. • • • • • An emerging area of study and practice concerns internal marketing. custom media and reality marketing. However. marketers are turning to forms of permission marketing such as branded content. The rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will buy in the future. It tries to perfect the segmentation strategy used in traditional marketing. Diffusion of innovations research explores how and why people adopt new products. the sense of identifying market changes and the product innovation approach. desktop advertising or online marketing.are three ways of doing this: the customer-driven approach." The basic idea is that people will buy more of products that are seen to be popular. It targets its audience more precisely. The use of herd behavior in marketing.[6] It shared mechanisms to increase impulse buying and get people "to buy more by playing on the herd instinct. Many purists doubt whether this is really a form of marketing orientation at all. Product focus In a product innovation approach. the company pursues product innovation. affiliate marketing. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. and several feedback mechanisms to get product popularity information to consumers . such as research and development focused companies. and then tries to develop a market for the product. or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers (employer branding). marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. successfully focus on product innovation. because of the ex post status of consumer research. When pursuing a product innovation approach. and is sometimes called personalized marketing or one-to-one marketing. Some even question whether it is marketing. With consumers' eroding attention span and willingness to give time to advertising messages. A relatively new form of marketing uses the Internet and is called Internet marketing or more generally e-marketing. Product innovation drives the process and marketing research is conducted primarily to ensure that profitable market segment(s) exist for the innovation. Many firms. services and ideas.

eBay The Marketing mix is generally accepted as the use and specification of the four p's describing the strategic position of a product in the marketplace. in his American Marketing Association presidential address. Marketing is also used to promote business' products and is a great way to promote the business. The four Ps concept is explained in most marketing textbooks and classes. A "swarm-moves" model was introduced by a Princeton researcher. and quality.. branding. Amazon. Although some Day1 marketers[who?] have added . E. This version continued in 1953 when Neil Borden. Marketing Mix A Marketing mix is the division of groups to make a particular product. A prominent marketer." a Massachusetts company exploiting knowledge of social networking to improve sales.g. Other recent studies on the "power of social influence" include an "artificial music market in which some 14. One version of the origins of the marketing mix starts in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. which would see wide popularity. which is appealing to supermarkets because it can "increase sales without the need to give people discounts. product. and online retailers who are increasingly informing consumers about "which products are popular with like-minded consumers" (e. by pricing. proposed a 4 P classification in 1960.000 people downloaded previously unknown songs" (Columbia University. took the recipe idea one step further and coined the term 'Marketing-Mix'. New York). place. including smart-cart technology and the use of Radio Frequency Identification Tag technology." Large retailers Wal-Mart in the United States and Tesco in Britain plan to test the technology in spring 2007. a Japanese chain of convenience stores which orders its products based on "sales data from department stores and research companies. Jerome McCarthy.are mentioned.

It can include any physical store as well as virtual stores on the Internet. place and promotion . competition. Intangible products are often service based like the tourism industry & the hotel industry. they are: product. A certain amount of crossover occurs when promotion uses the four principal elements together. The set of controllable tactical marketing tools. which is common in film promotion. Promotion has four distinct elements . Promotion – Promotion represents all of the communications that a marketer may use in the marketplace. The business may increase or decrease the price of product if other stores have the same product. It is often referred to as the distribution channel.that the firm blends to produce the response it wants in the target market: • Product . product. • Price – The price is the amount a customer pays for the product. . promotion. It is determined by a number of factors including market share. and place.A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. such as personnel. word of mouth and point of sale. Typical examples of a mass produced tangible object are the motor car and the disposable razor. public relations. the fundamentals of marketing typically identifies the four P's of the marketing mix as referring to: "Marketing Mix" is set of correlated tools that work together to achieve company's objectives. price.other P's. packaging and physical evidence. product identity and the customer's perceived value of the product. A less obvious but ubiquitous mass produced service is a computer operating system. price. material costs.advertising. • Place – Place represents the location where a product can be purchased.

optimizing the marketing mix is the primary responsibility of marketing. Making large changes in any of the four Ps can be considered strategic. sponsorship deals. radio and Internet adverts through print media and billboards. as in useful items distributed to targeted audiences with no obligation attached. One of the most notable means of promotion today is the Promotional Product. They are the fundamental actions that marketing requires whether determined explicitly or by default. The term "Marketing Mix" however. Public relations are where the communication is not directly paid for and includes press releases. satisfied customers or people specifically engaged to create word of mouth momentum. seminars or trade fairs and events. Sales staff often plays an important role in word of mouth and Public Relations (see Product above). exhibitions. from and cinema commercials. However a change of $131 to $130.00 would be considered a strategic change in the position of the product.99 would be considered a tactical change. Word of mouth is any apparently informal communication about the product by ordinary individuals.Advertising covers any communication that is paid for.2 Introduction to topic: . potentially related to a promotional offer. They are not trade-offs but are fundamental marketing issues that always need to be addressed. Making small changes in the marketing mix is typically considered to be a tactical change. Broadly defined. say from $19. conferences.00 to $39. It is the only form of advertising that targets all five senses and has the recipient thanking the giver. For example. does not imply that the 4P elements represent options. This category has grown each year for the past decade while most other forms have suffered. 1. a large change in the price. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness.

It is therefore important to find out which factors of service influence most the customer prosperity to buy and to be ahead of nearest rivals of these factors in terms of services offer. The aim of commercial organization is to make profit and the aim of public organization is to provide an efficient service within budget c. (B) Fundamentals of customer satisfaction Excellent service is not an end in its own right nor is customer satisfaction. the consumer is dissatisfied. If the performance matches the expectations the customer is satisfied. • Factors influencing customer satisfaction: .(A) Relevant Marketing theory of Customer satisfaction In general satisfaction is a person’s feeling of pleasure or disappointment resulting from comparing a products perceived performance (or out come) in relation to his/her expectations. It is possible to have very satisfied customer who are not profitable and to invest in high quality service. which does not affect the customer buying behavior. service excellence is only required in so for as it achieved these objectives. It is also possible to over invest in quality to such an extent that the customer finds the service unattractive. it is a means to an end. If the performance falls short of expectations.

which influence the customer satisfaction. parts and service. Culture: Intrinsic values and beliefs of the firm as well as the tangible and intangible symbols and systems it uses to initial these into employee behavior at all levels. and the attitudes that it projects to the customer. which are as follows: Product: Basic design: How familiar designers are with customer needs. Marketers when studying satisfaction must understand that a distinction has to be made between one’s core product offering and one’s supplements (or sometimes called value added service). manufacturing and quality control. Sales activity: What messages the company sends out in its advertising and promotion programmers.sales: Guarantees. The figure 2 is a classical example of positive messages sent to customer through its promotion.Marketing researchers have identified four distinct factors. After. handling. complaints. and overall responsiveness to a customer with a problem. feedback. • Chart showing the factors influencing customer satisfaction: Product . how it chooses and monitors its sales force / intermediaries. what incentives drive the designing.

After-sales Customer satisfaction Sales activity Culture • Factors affecting customer satisfaction  Understanding customer service Marketers must determine what customer’s does want and then give it to them. This can be done in several ways. Once is by getting feedback regarding buyer preferences and then suing this information to customize the service delivery. what do restaurant guests want? It has been found that these are gender preferences. Today. For example.  Identity your customers The customer can fall into different groupings. the way to cater to one group may different from one another. many fast food giants McDonald’s for example is now . There are other customers groups besides men and women.

first impressions are typically made within 30 seconds of the service encounter. department stores designed to target niches have men’s women’s. Some eating-houses load the area with toys and games. men and women have distinct food references. because it sets the stages for everything that follows. that needs considerable attention associates. If everything goes well at this stage.targeting on kids. An understanding of these gender differences can help eating establishment better cater to their customer. he or she orders from the same menu as all other dinners. The reservations clerks depend on the housekeeping associates to clean the rooms and get them ready for the guests. when their families eat in the main dining hall. departments. All the associate has to do is answer the question. They are individuals who work in the organization. The servers depend on the cooks to provide the food. How can each associate identify his or her internal customer? It is quite simple. décor and offerings. When a person comes to a restaurant establishment. and displays.  Create a Good First Impression A good first impression is critical in the service business. There are other major customer groups. At the same time. Restaurants are a good example. however. although there may be “for kids”. Moreover. They are internal customers who cannot be ignored in the service equation.  Catering to the Customer Some businesses quit: for example. and supervise the children. There are no his menu or her menu. and on the busboys to clean the tables the get them for the next group of guests. and children’s. Who receives or is affected by my work? Everybody in the organization has internal customer who depend on him or her for output. In the service industry. it is difficult to do so. .

customers are likely to have a positive attitude and like forward it an enjoyable experience. Through appropriate marketing strategies marketer should is to convert suspect into committed loyal advocated for the firm. etc. even a minor problem may be the basis for the customer deciding not to come back again. Set of scales cam also be used to view the loyalty concept. things do not go well.  Ladder of Loyalty Customer loyalty is commitment to do business with a company on going basis. The tone of your greeting should be warm and your message welcoming. Service firms must arrest growing number of disaffected ex-customer who will be critical and advise other customer prospects not to buy from the organization. or at time of a repurchase decision mainly through poor service.  Retention Rate and Average Customer Lifetime . good evening. If. Use good postures to communicate. No emphasis was on retaining them. (hello. The idea of loyalty can be displayed with a ladder. Research studies indicate that most service firms loose more than 30 percent of their customer before.) don’t allow guests to remain unattended for more than one minute. and the only reason market shares do not drop is because competitors are usually in the same position and are losing customer to their rivals. however. This means here is a turnover of dissatisfied customers who are looking customers to their rivals. Three rules to make a good impression. Great guests as quickly as possible.  Customer Loyalty The traditional role of marketing has been to win customers. Through these guidelines you can make guests feel that they are important and that the server is happy and eager to help them enjoy their visit to the restaurant.

average life of a customer increase. most of what knows about consumer evaluation processes pertains specifically to goods. if not identical to goods. Satisfaction can also be related to other types of feelings. to develop and provide offering that satisfy consumer needs and expectations.  Customer Satisfaction in Services The primary objective of service producers and marketers is identical to that of all markets. Unfortunately. It is also important to recognize that although we tend to measure consumer satisfaction at a particular point in time as if it were static. Lifetime value of a customer can be calculated. With a firm with improved retention rate. For example. Means that satisfaction is he customer’s evaluation of a choosing and evaluate of a product or service in term of whether that product or service has met their needs and expectations. are at least similar enough in the consumer’s mind that they are choosing and evaluate in the same manner. depending on the particular context or type of service. if a firm is able to increase its average retention from an annual 80 percent of 90 percent it will aurally double the average customer lifetime from five to ten year if it period (5*10). To achieve this object. service prodders need to understand how consumers choose and evaluating their services offerings. In other words. Particularly when the service experience .The measurement of customer loyalty is known as the customer retention rate. service marketers need to be able to close the customer gap between expectations and perceptions. satisfaction is a dynamic moving target that may evolve over time influenced by a variety of factors. It is been found that increased customer retention brought increase customer lifetime value. Failure to meet needs and expectations is assumed to result in dissatisfaction with product or service. The assumption appears to be that services. thereby ensuring their own economic survival.

in addition to product and service or service are offered in combination . and their perceptions of equity. in the case of very new service or a service not previously experienced.takes place over time. satisfaction may be highly variable depending on which point in the usage or experience cycle one is focusing on. Satisfaction so also influenced by customer emotional responses. pressing emotions. customer expectation may be barely from at the point initial purchase. Through the service cycle the consumer may have a variety of different experiences. Customer satisfaction is also influenced by the perceptions of equity and fairness. and each will ultimately impact satisfaction. Similarly. consumer tends to look for the reasons.some good. In conducting satisfaction studies. When they have been surprised by an outcome (the service is either much better or much worse than expected). This emotion can be stable. most firm ill determine through some means (often focus groups ) what the important feature and attributes are for their service and then measure perceptions of those feature as well as overall service satisfaction. And then assessments of the reasons can influence their satisfaction. Specific emotions may be induced by the consumption experience itself. Customer’s emotions can also affect their perceptions of satisfaction with products and service. their attributions. influencing a consumer’s satisfaction with the service. Attribution the perceived causes of events influence perceptions of satisfaction as well. Customer satisfaction is influenced by specific product or service features and by perceptions of quality as suggested. Product and service features customer satisfaction with a product or service is influenced significantly by the customer evaluation of product or service features. these expectation will solidify as the process unfold and the consumer begins to form his or her perceptions.

personnel. . and written materials. Assurances are defined as employee’s knowledge and courtesy and ability of the firm and its employee to inspire trust and confidence. through personalized or customer service. particularly their promises about the service outcomes and core service attributes.with a physical product. In its broadest sense. Tangibles: Appearance of physical facilities. insurance. The essence of the empathy is conveying. service provisions. Customer wants to do business with the companies that keep their promises. service quality may be very critical in determining customer’s satisfaction.  Empathy caring individualized attention given to customers. individualized attention the firm provides its customers. equipment.  Responsiveness: It is the willingness to help customers and to provide prompt service. This dimension is likely to be particularly important for service that the customer perceives as involving high risk and or about which the feel uncertain about their ability to evaluate outcomes – for example banking. Reliability: Ability to perform promised service dependably and accurately Assure employee’s knowledge and courtesy and their ability to inspire trust and confidence. Empathy is defined as the caring. problems resolution and pricing. those customers are unique and special. reliability means that the company delivers on its promise about delivery. brokerage. medical and legal service. Reliability is defined as the ability to perform the promised service dependable and accurately. Customers want to feel understood by and important to firm that provides service to them.

All of these provide physical representation or image of the service that customer. on the part of every employee. will use to evaluate quality. This dimension emphasizes attentiveness and promptness in dealing with customer requests.Tangibles are defined as the appearance of physical facilities.  Importance of Customer Satisfaction Customer satisfaction is a marketing tool and a definite value added benefit.  Definition of Customer Service: “Every interaction. questions. complaints.  A Customer Satisfaction Mission Statement Empowered team members who can make decisions and who take personal responsibility to ensure customer satisfaction. Responsiveness is communicated to customer by the length of time they have to wait for assistance. Responsiveness is the willingness to help customers and to provide prompt service. such as restaurant and hotels. and problems. and entertainment companies. equipment. Customers often perceive customer satisfaction as important as the primary product or service your organization offers. Responsiveness also captures the nation of flexibility and ability to customize the service to customer needs. particularly new customers. . Service industries that emphasize tangible in their strategies include hospitality service where the customer visits the establishment to receive the service. answers to questions. or attentions to problems. which proves to your customers that they made a good choice”. personnel and communication material. retail stores.

selects them and interprets them is a highly individual process based on each person’s own need. consumer’s perceptions are much more important than their knowledge of objective reality. but how each person recognized them. to the marketer. because individual make decisions and take action based on what they perceive to be reality.• Four Steps to Ensure Customer Satisfaction  Always create a good first impression. .  Communicate effectively (listen and ask questions) and give each customer your full attention. and so fourth and. their leisure habits. it is important that markets understand the whole nation of perception and its related conception.  Handle each transaction fast. that effects their actions. their buying habits. Thus. • Perception As diverse individuals. it’s not what actually so is. But consumers think is so. Reality to an individual is merely that individual’s perception of what is “out there” of what has taken place individual act and react on the basis of their perceptions. For if one thinks about it. value and expectations.  Thank each customer for the opportunity to serve them and make sure they are completely satisfied. not on the basis of objective reality. so they can more readily determine what factor influence consumers to buy. in person and on the phone. we all tend to see the world in our own special ways. Perception can be described as “how we see the world around us” two individuals may be subject to the stimuli under the same apparent condition. accurately. and professionally.

advertisement. Example of stimuli (i. • PERCEPTUAL MAPPING Beginning very recently. or feel. It is then up to the researcher to place . noses. hear. of the knowledge in perception from the field of psychology has been applied rather ingeniously to marketing problems by the use of complex computer technology. The psychological logic behind the methodology is quite simple and yet very powerful “an individuals will he have toward a new thing as being to “ in other words. the consumer will perceive it as being either similar or dissimilar to their exiting brands on several dimensions. sensory input) include products. Sensory reporters are the human ages (the eyes. as a new product or brand is introduced.Perception is defined as the process by whish an individual selects. organized and interprets stimuli into a meaningful and coherent picture of the world. All of these functions are called into play either singly or in combination in the evaluation and us of most consumer products. Their sensory functions are to see. Only stuffier first introduced the technique to marketing with the claim that it can estimate the share of consumer choices that a new brand will estimate the patterns of substitution and competition that will exist after the new brand is introduced.e. The computer programs will provide the geometric distance between brands in several dimensional spaces. packages brand manes. test. mouth and skin) that receive sensory inputs. the consumers may not be consciously aware of the dimensions or the interactions scaling have been both to identify the perceptual maps of consumer as well as to help in identifying and labeling the dimension. smell. and commercials. A stimulus is any unit of input to any of the senses. Since products may be perceived to vary on several dimensions and in fact.

buy and the promotion that influences us to buy .labels on the variables. we can assume that brand X will complete with Schlitz and Budweiser and have much less competitive effect on blats and miller. The method is useful not for new product opportunities but can be most useful for product and promotion strategies. we benefit from insights into our satisfaction -related decision: what.Thus the study of costumer’s satisfaction enables us to become wise customers.” If these data are accurate. aid him in knowing what the image of his brand is and indicate how he may go about changing it if he wishes. AS customer. It can help the seller determine whether consumers have a similar or dispersed image of his brand. In the figure the researcher chose to name his dimensions “popular price – high quality” and “light – heavy. . Need To Study customer satisfaction. why.

If marketers understand customer behavior they are likely to react to various informational cues and are able to shape their strategies As students of marketing.As marketers and marketers. the electronic security industry is reporting an increase in both revenues and consumer demand. it is important for us to know why and how individuals make their consumption decisions.Customer research takes place at every phase of the consumption process-before the purchase. so that we can make better strategic marketing decisions . store and satisfy related information so that research could decode marketing strategies to influence customer satisfaction . We are concerned with understanding behavior with gaining insights into why individuals act in certain consumption related ways This research was done to know how people receive. . during the purchase. after the purchase Industry Profile As technology continues to advance the methods available to protect a home or business.

'' Mr. according to information from the Irving. 48% for commercial and 22% for large industrial. Gillmore. Gillmore said the greatest increase in business for Gillmore Security. a thirdgeneration family business with 40 full-time employees. said revenues for the electronic security market grew from $13. which includes the installation of burglary and fire alarms. "A new demographic is driving the process.'' said Alan H. the association's executive director. Some of the newest technologies on the market. Texas-based National Burglar & Fire Alarm Association.3% growth rate since 2000 in its commercial sector. With an 8. access control.. the industry is an ever-changing one that is fueled by both consumer needs and changing regulations. 30% of security installations were for residential customers.1 billion in 1996 to $23. Merlin Guilbeau."I think growth is driving technology. digital video and monitoring for equipment failure. Gillmore Security's experience mirrors what's being reported industrywide. sales manager with Oakwood Village-based Gillmore Security Systems Inc. according to Mr. Gillmore IV.8 billion in 2005. which offers both residential and commercial systems. . has been on the commercial side. In 2005. Driving change From heat sensors to motion detectors and medical alarms.

electronic article surveillance. Gillmore said. access controls. alarms. vice president of operations for Gemini Electronic Systems Inc. The study also considers market environment factors. 18.. trade and distribution. industrial.. This study analyzes the US market for electronic security systems. And since 9/11. Mr. in Parma. automotive security). closed circuit television. For example.. 2002. As such. said government rules also can dictate upgrades within the industry. 2008. Gillmore said. "It's still a very new technology. greater use of biometric access technologies . 2007) and forecasts for 2012 and 2017 by type (e.include the use of digital video recorders and Internet monitoring. air transport).. as of Feb. contraband detection. another focus of the electronic securities industry has been on controlling access to certain sites or areas within a business or organization. according. It presents historical demand data (1997.may be on the horizon. "You'll see that play a greater part in access control in the future. cellular licensees no longer will have to provide an analog network in addition to a digital network.'' Mr. evaluates . government and institutional.g.such as thumbprint and retinal readers .g. and market (e.'' Samantha Tekaucic. financial.

This 390 page study has been published and is available for purchase. What does the threat of a long term economic downturn mean to me and my business? If there is one thing that my experience over the last 23 years in the security industry has taught me is that as long as there are immoral and unethical criminals. When I speak of the electronic security industry. Does this make the security industry recession proof? The electronic security industry as a whole has been growing steadily at about 7 percent annually since 1996.company market share and profiles leading competitors. I am referring to the business of protecting personal property and assets.000 jobs in September and that so far this year the economy has dumped more than 760. Some feel that too much damage has already been done and that the governments offer to buy up bad dept and unwanted assets will not spur any real growth in the economy for many years. As a business owner I have found myself asking the same nagging question as most Americans. people will have a need to protect their personal property and assets. As the treasury department prepares to purchase the first round of assets from troubled lending institutions. A rather broad stroke which encompasses the hundreds of thousands of people and .000 jobs. The Bureau of Labor Statistics reported that employers cut 159. Many prominent economists and lawmakers feel that the unprecedented $ 700 billion financial rescue plan that was signed into law Friday isn’t a cure-all for the ailing American economy. the economic outlook is disturbing.

new innovations in security technology.companies involved in the manufacturing. terrorism and perceived threats. pay wages and hopefully make a profit. terrorism and perceived threats. At least that is what the banks are betting on. distribution. The plumber makes money as do the framer. How is this possible? Many factors have contributed to a society that lives in a constant state of fear from crime. I don’t see this changing anytime soon. it should be worth more than the total cost to build it even though many people profited from its construction. marketing and installation of electronic security devices. terrorism and other perceived threats to our survival. crime. economic growth and expansion. the mason and the security contractor. wealth is created and distributed throughout the economy. Now how about economic growth and expansion? When a new building is built. Contractors of all trades buy supplies. When the new building is completed. especially burglary and theft have been steadily declining since 1975. The security industry has continued to grow despite the fact that property crimes. . The main contributing factors are the speed of communications which allow instant notifications of terrible events from across the globe and a media that sensationalizes news events with shocking headlines and fear inducing reporting. The growth in the security industry has been fueled by many factors including. First let’s talk about crime.

The world is changing quickly and new ground breaking security products are being designed. I fear that growth and expansion in this market segment will be a little stagnant for the next few years.The government understands that construction is a fundamental building block of economic expansion. Until home prices across the country settle down and lending requirements loosen up a little. I feel that the national media’s propensity to sensationalize crime and to use fear to sell newspapers coupled with the release of many innovative new products will . Just as cell phones shattered the pager and pay phone industries. Hence the bailout plan. released and updated at an unprecedented rate. I have come to the conclusion that the industry as a whole is recession resistant. By weighing the factors that have contributed to the phenomenal growth of the electronic security industry over the last decade. which is primarily designed to take some of the risk out of lending money so that banks and financial institutions will continue to invest in new construction projects. innovative new products in video surveillance and access control systems promise to change the way people think and feel about security. but not entirely recession proof. The third factor that has contributed to the overall consistent growth in the security industry has been new innovations in technology. Technology is moving so quickly that entire market segments are being created and destroyed virtually overnight.

com and http://www. It only makes sense that as economic pressures filter down to the middle and lower classes. Both offer a full line of EZWATCH products which have come to symbolize the feature filled yet easy to install systems that customers are looking for.balance out any losses in market expansion due to a shrinking economy. I love mine.security-kits. do it yourself security camera systems. Let’s just hope I am right! While you state that the security industry as a whole may be recession resistant. As people and businesses engage in their own belt tightening the choice to install security cameras and DVR equipment to protect the assets they already have makes more sense. we take pride in providing first rate service after the sale. The internet makes it easy to spec and buy affordable.com. boon for companies that are involved in security.ezwatch-security-cameras. easy to install. . Be sure to buy from a long standing reputable company that offers free tech support and help with installation. In a business environment where many companies are satisfied with selling a system and moving on to the next sales. albeit somewhat delayed. Our fully staffed shop is qualified as a Warranty Repair facility by several of our major suppliers and has the capability of repairing components to the board level. We understand the importance of service when you need it and maintain a staff of certified field and bench technicians to provide the best response available. crime will increase. In most cases this eliminates sending equipment to the manufacturer for repairs and translates to less system downtime and faster response to your needs. the failing economy could actually provide a short term. Spending dimes to protect and save dollars will look increasingly attractive to homeowners and small to medium sized business owners everywhere. There are a few that stand above the rest such as http://www.

It is due to government in the early 1990’s. with the present growth in the economy. there has been a considerable increase in the disposable incomes of the Indian customers.We believe that continued training for our staff relates to better product quality and service response. and other training from a variety of sources both in and outside the security industry 2. We spend a great deal of time and expense providing our entire group of Team Members with the latest in product specific. Research design: At present the Indian security electronics has growing market in the world basically in the customer segment. This in turn leads .

These tools makers started giving the competition with the Indian car manufacturers by innovating new ideas and introducing with the Indian electronic security tools by innovating new ideas and introducing new features towards their products which are offered to customers. . 2.1 Title of Project: Customers of Satisfaction 2.to higher spending as the expectation of better comfort in terms of anything like electronic security. a number of world electronic security makers have jumped into the electronic security tools of Indian security industry as it has become one of the most prominent areas of the growth in the electronic security sector. not only through the product but also with after sales service offered by their service centers.2 Statement of the problem: Problem identified is to understand the needs and wants associated with customer towards buying electronic security introduced into the market. The products with international standards. Taking the advantage of liberalization program.

7. views. To know the customer preferences towards Elid Electronics Security products. 3. 2. To find out the problems faced by the customers. expectations and satisfaction level of the distributors & sellers towards the company. 2.The topic of the study is Marketing Analysis of Customer Satisfaction towards ELID electronic security. products. products. products 6. 5.3 Objectives of the Study 1. To know satisfaction level towards Elid Electronics Security To understand the sales volume of Elid Electronics Security To determine customers response towards Elid Electronics Security 2. 4. To assesses the satisfaction level of the customers towards the company’s product. Scope of the Study  This project is done to study the distribution channel to analyze the sales.4.  The survey is conducted to know the opinion. The survey covers 50 responds of the basis of convenience sampling. To suggest different possible ways and means for the problems enhanced by the customers and improve the relation between he customers and company. .

Certain concepts and definition regarding marketing were collect from the Marketing books of Phillip kotler and other authors.5 Review of the literature: Literature from marketing background was reviewed in order to collect information suitable to the study. which becomes a valuable one.6 Methodology of data collection There are two basic data collection approaches in marketing research: (a) (b) Primary data secondary data (I) Sources of Data . 2. Efforts have been put forward to see the final result of the work. 2. The literature regarding the profile of the organization was reviewed from the Elid Electronics Security Brochure.

fact sheets. data will be collected from neither proper respondents nor the appropriate number of them. websites. 2. The particular survey was conducted on all kinds of respondents.There are two types of data. Sample unit The sampling unit is the basic unit containing the representative elements of the population to be sampled. Without a sound sampling plan and a suitable sample size. . report copies.7 Sample Design Sample design plays a very important role in the research project. In general the sampling unit was determined so that everyone in the target population has equal chance of being selected. Primary Data The primary data were collected only in the field survey by meeting the respondents personally and getting information through a questionnaire. This study was based on both primary and secondary data. They are primary and secondary. The marketing researcher has to decide whether he has to collect primary or secondary data. Secondary Data Secondary data were collected from the company broachers.

Es of NET.  The study is conducted from the customer’s point of view. Time Attendance Systems and Integrated Security Management Systems. ELID is one of the largest suppliers of Time Recording Terminals in SE Asia. Company profile: In particular. The result of this study may not be applicable over period of time.  This research is time bound. ELID is well known for supplying Access Control Systems. In 1997 ELID introduced its first Client and Server based Integrated Security Management System. There are now hundreds of Es of NET Systems running all over the world and it is one of the most popular Integrated Security Management . this study also has some limitations which are as follows:  The study was conducted only in a specific area of the Bangalore  Due to lack of time.8 Limitation of Study: As all research study is bounded by certain limitations.  This study was restricted to the specific Customers of the Bangalore city.2. researcher has been unable to cover the entire distribution and thus the finding of the study may certain only to the areas covered by the researcher.

In 2000. ELID's vision is to be a world-renowned manufacturer of Electronic Identification Systems. ELID introduced its latest Integrated Security Management System. Matrix uses the EL5000 Controller. multi purpose controller that can directly plug into any standard TCP and IP Local and Wide Area Network and allows the direct network connection of Reader Controller hardware. In 1997. ELID introduced its first Client/Server-based Integrated Security Management System. which is a network-ready.000 input/output points. the latest ELID product. multi-purpose controller that can directly plug into any standard TCP/IP Local/Wide Area Network and allows the direct network .000 input and output points. "MATRIX". Matrix uses the EL5000 Controller. In 2000. In particular. ELID introduced its latest Integrated Security Management System. which supports up to 8000 doors & over 100.System packages in South East Asia. ELID is one of the largest suppliers of Time Recording Terminals in SE Asia. the latest ELID product. There are now hundreds of EsofNET Systems running all over the world. EsofNET. ELID is well known for supplying Access Control Systems. which is a network ready. MATRIX which supports up to 8000 doors and over 100. ELID is a reputable leading manufacturer of state-of-the-art Electronic Identification Systems in South East Asia. Time Attendance Systems and Integrated Security Management Systems. and it is one of the most popular Integrated Security Management System packages in South East Asia. ELID is an acronym for Electronic Identification.

Vision: our vision is to be a world renowned manufacturer of Electronic Identification Systems. The initial 3 partners that formed the core of the company had already between them many years of experience in the Security Industry. Therefore we strive to Make People Before Making Products. They decided to choose access control as their area of specialization. many of which are directly manufactured by ELID.connection of Reader Controller hardware. Our mission is to create original. ELID supplies Magnetic Readers. Bar Code Readers. and Biometric Finger-Scan Readers. We will constantly challenge ourselves to be a God-fearing. it is bound to fail if human resources are not developed. ELID was established on Sept 9. And this list will continue to grow as technology advances. moral and ethical Company. 1989 in Kuala Lumpur. technology and equipment we boast. . and uphold high ethical standards in all their dealings. Malaysia. RFID/Proximity Readers. No matter how much capital. No access system is complete without readers. whose employees are honest and trustworthy. innovative and superior products at affordable prices and provide genuine customer satisfaction as well as to contribute to the well-being of society. and we are committed to bring out the best in people through comprehensive and systematic human resource development programs. and ELID takes pride in providing one of the widest ranges of readers in the security industry. We believe that our greatest asset is our people. Contact/Contactless Smart Card Readers. Our people are behind our growth and success.

Most of the distributors established from the early nineties are still with ELID and actively involved in the Identification business. one for each country. Philippines. thus providing long-term stability to the customers they serve Company Turn Over FACT FILE Nature of Business : Manufacturer Year of Establishment : 1989 . China. and it became a best seller in a number of South East Asian Countries.a single door access controller. our first product .By February 1990. time attendance etc were introduced into the market as ELID adopted the "One Card Solution" strategy seeking to provide a single source for customers to obtain all their card-related solutions.the MC6HC11. car park control. as the main CPU. Hong Kong. together with magnetic reader and a DOS-based PC software was introduced into the market. Thailand. Indonesia. EL2000 established the reputation of ELID. and in the years following. The controller used a relatively unknown. Microprocessor chip introduced by Motorola at that time . many other equipment for lift control. Marketing into Singapore. The product came to be known in the market place as EL2000. and other Asian Countries was thereafter aggressively pursued through sole distributors.

40-100 Crores Approx.) Organization Structure .Turnover : US$ 10-25 Million (or Rs.

Product profile Door Access Controller EL360 EL370 EL1300 EL1330 EL2200 EL2800 EL2300 .


3rd cross. Old Anand Nagar. Santa Cruz (East). Ground Floor. Bangalore . 24th Main Road II Phase.400055 Tel: 91 22 2669 1833 Fax : 912226691834 .560078 India. Government Housing Scheme.com ELID Security Electronic Private Limited 19/145. JP Nagar. Tel : 91 80 2649 1434 / 91 80 2649 1435 Fax : 91 80 2649 1436 Email : srinathpuranik@elid.OnTime EasyTime Chronos E.Time OnTime Plus Company Branches: ELID Security Electronics Private Limited 74&75. Mumbai. 1st floor. Off Nehru Road .

• To active more sales & distributions. • • • • • Introduce new products. etc Future Planning. Extend the plant with the help of managements. Increasing the plant capacity And also increase the number of branches. Analysis and interpretation: . Implementing vision 2010 with the help of managements. 4.Competitors: • • • Digital India security product pvt ltd Parasnath electronics pvt ltd Proximity electronics pvt ltd..

 Use fullness: The advantages of diagrammatic representation of data are that diagrams and charts are attractive to common people. Common people in general avoid figures. which would be lost in gasping the significance of numerical data. the reliability of summary estimates is required to be determined. Three-dimensional diagram: cube. 1.inference was made from the calculated values performed on the data.  Types of graph: Here should use the pie chart. cylinder or blocks whose volumes are made proportional to a given figure Inference: The results obtained after analyzing were interpreted. Some times this organizing and summarizing of data requires the use marketing data are collected through the use of sample. This mainly helps in extracting the cream from the information gathered providing suggestions to the company .  Diagrammatic representation: Data may also be represented in from of a surface figure or graph. bar chart &other graphical charts. Do you know about our company? . but always search for pictures and diagrams save much valuable time.Introduction: This is an attempt to organize and summarize data in order to increase the results usefully in such a manner that enables the researcher to relate critical points with the study objectives.

1 .ANSWERS NO OF RESPONDENT PERCENTAGE YES 35 70 NO 15 30 TOTAL 50 100 ANALYSIS: From the above research table it is understood that 70% of the respondents told YES to know about our company While 30% say do not INTERPRETATION: It is clear that most of the customer know about our “ELID” company GRAPH.

How do you treat our company products by comparing other company products? .100 90 80 70 60 50 40 30 20 10 0 NO OF RESPONDENT YES NO TOTAL 2.

INTERPRETATION: according to above analysis we get a result that.2 . the most people are satisfied and they feel good comparing other company products. GRAPH.18% are told not satisfied. 30% are told satisfied. 38% are told good.ANSWERS VERY GOOD GOOD NO OF RESPONDENT 08 19 PERCENTAGE 16 38 SATISFIED NON SATISFIED TOTAL 15 09 50 30 18 100 ANALYSIS: From the above research table it is understood that 16% of the respondents told very good.

100 90 80 70 60 50 40 30 20 10 0 NO OF RESPONDENT GOOD SATISFIED NON SATISFIED TOTAL VERY GOOD 3 Do you know how to use our company products? ANSWERS NO OF RESPONDENT PERCENTAGE .

GRAPH.YES 42 84 NO 08 16 TOTAL 50 100 ANALYSIS: From the above research table it is understood that 84% of the respondents told YES to know about how to using of our company Products 16% told NO. INTERPRETATION: according to this analysis the most of customers are know very well about how to use our company products.3 .

100 90 80 70 60 50 40 30 20 10 0 NO OF RESPONDENT YES NO TOTAL 4. Do you face any problem while using our company products? .

.ANSWERS NO OF RESPONDENT PERCENTAGE YES 10 20 NO 40 80 TOTAL 50 100 ANALYSIS: From the above research table it is understood that 20% of the respondents told YES and 80% told NO. INTERPRETATION: according to this survey we founded that most of our customers opinions maximum people will not face any problem while using our company products.

4 100 90 80 70 60 50 40 30 20 10 0 NO OF RESPONDENT YES NO TOTAL 5 How do you feel about our service? .GRAPH.

44% are told very good.ANSWERS EXCELLENT VERY GOOD NO OF RESPONDENT 08 22 PERCENTAGE 16 44 GOOD NON SATISFIED TOTAL 15 05 50 30 10 100 ANALYSIS: From the above research table it is understood that 16% of the respondents told excellent. 10% are told not satisfied. GRAPH. and they feel happy with that.5 . 30% are told good. INTERPRETATION: from the above analysis shows that service of our products is satisfied most of all customers.

100 90 80 70 60 50 40 30 20 10 0 NO OF RESPONDENT EXCELLENT VERY GOOD GOOD NON SATISFIED TOTAL 6. Whether you got proper information about our company product before purchasing? .

GRAPH. INTERPRETATION: from the above analysis shows that customers will get maximum information about our products while purchasing and they are satisfied with that.ANSWERS NO OF RESPONDENT PERCENTAGE YES 39 78 NO 11 22 TOTAL 50 100 ANALYSIS: From the above research table it is understood that 78% of the respondents told YES and 22% told NO.6 .

Are you satisfied with our company products? ANSWERS NO OF RESPONDENT PERCENTAGE .100 90 80 70 60 50 40 30 20 10 0 NO OF RESPONDENT YES NO TOTAL 7.

7 . GRAPH.YES 40 80 NO 10 20 TOTAL 50 100 ANALYSIS: From the above research table it is understood that 80% of the respondents told YES and 20% told NO INTERPRETATION: from above analysis tell us that the customers are highly satisfied with our company products and service.

100 90 80 70 60 50 40 30 20 10 0 NO OF RESPONDENT YES NO TOTAL 8 How do you know about our products? .

INTERPRETATION: from above analysis tell us that the customers are get information of products from news paper. It shows the advertisement of our company products. others. 30% are told other source. website. .ANSWERS NEWS PAPERS WEB SITE OTHER SOURCE TOTAL NO OF RESPONDENT 25 15 10 50 PERCENTAGE 50 30 20 100 ANALYSIS: From the above research table it is understood that 50% of the respondents told news paper. 30% are told web site. which will influence to buy our products.


9 Which are the most attractive features in our brand?





12 22

24 44


10 06 50

20 12 100

ANALYSIS: From the above research table it is understood that 24% of the respondents told quality, 44% are told design, 20% are told price and 12% are told other source. INTERPRETATION: from the above analysis shows that customers are highly attracted with product quality and design.



10. How do you prefer our brand compare to our competitors?




16% are told price and 30% are told service. compare to competitors. GRAPH. 40% are told design. INTERPRETATION: according to above analysis customers prefer that service and design is most satisfy them.PRICE DESIGNE 08 20 16 40 SERVICE QUALITY TOTAL 15 07 50 30 14 100 ANALYSIS: From the above research table it is understood that 14% of the respondents told quality.10 .

100 90 80 70 60 50 40 30 20 10 0 NO OF RESPONDENT PERCENTAGE PRICE DESIGNE SERVICE QUALITY TOTAL 5. . Findings. Suggestions and Conclusions Findings: 1) The survey conducted has indicated that majority of the customers purchase door access control.

delivery. 3) From the survey it is found that costumers have given moderate preference towards “ELID” brand rather than other brand when compared. 6) According to the survey it was found that “ELID” electronic security products are having preference from all type of customers. 7) Thus from study it was found that customers were very much satisfied by ELID PRODUCTS. advertisement and goodwill. Suggestions: 1) Company should give more advertisement about product.2) According to the survey it is found that almost all the customers prefer to purchase door access control. 2) Company should produce high quality products for customers. rather than time attendance management software because of storage convenience. brand name. quality. 5) Survey has indicated that customers have given highest preference to price. . 4) From the survey it was observed that customers purchase “ELID” product because of availability.

for understanding different category peoples. it is necessary for company to gain substantial market share. PARASNATH ELECTRONICS PVT LTD.. 4) Company can create awareness by concentrating on point of purchase (P. 7) The company should give competitive price to the customers. 5) Company should think and produce the products according to the preference of customers. Conclusion: Since market has large number of competitors like DIGITAL INDIA SECURITY PRODUCTS PVT LTD.P) materials and advertising in local media.O. .3) Company should think of improving the quality of time recording terminals. 8) The company should give festival offer. PROXIMITY. discount to the customers. etc. 6) Company should do survey.

distribution and thus gaining competitive edge in the market field.which calls for marketing strategy. The company has maintaining present status. Company have a high compitetors in the marketing so company should think about the cost and quality difference .R.then they have to produce high quality product for the perfect customer satisfaction. so I have to given some suggestions to company those suggestions able to success. which includes advertising. They are given to meaningful co-operation.Kothari PUBLICATION New Age International . Bibliography: Reference Books SLNO 1 BOOKS Research methodology AUTHOR C.

Elid. Bangalore. At ELID ELECTRONIC SECURITY PVT LTD.2 Principles of marketing Practical statistics Philip Kotler P.com http://www. 3 OTHERS  Company Broachers  Business Magazines WEBSITE www. Doing a survey on “CUSTOMER SATISFACTION”..s studying in IV semester MBA in LORVEN COLLEGE OF SCIENCE AND MANAGEMENT CHANDAPUR. So I request you to fill this questionnaire. BANGLORE.ltd Annexure: QUESTIONNAIRE I am Laxmikanth.Elid security electronic pvt. Your opinion will be .Subba Rao Guptha McGraw and hill publications.

and is used for academic purpose only. How do you treat our company products by comparing other company products? VERY GOOD  SATISFACTORY  GOOD NON SATISFACTORY 3 Do you know how to use our company products?  YES  NO 4. Name of customer: --------------------------------------------------------------------------------------------------------AREA: ----------------------------------------------------- 1 1 Do you know about our company?  YES  NO 2. Do you face any problem while using our company products?  YES  NO .kept confidential and will not be disclosed to anybody.

Whether you got proper information about our company product before purchasing?  YES  NO 7. How do you prefer our brand compare to our competitors?  PRICE  DESIGN . Are you satisfied with our company products?  YES  NO 8 How do you know about our products?  NEWSPAPER  OTHERS  TV 9 Which are the most attractive features in our brand?  QUALITY  PRICE  DESIGN  OTHERS 10.5 How do you feel about our service?  EXCELLENT GOOD  VERY GOOD  BAD  6.


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