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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 re-
inventing 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

(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
• 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. People are given an incentive to buy, but this does not
build customer loyalty or encourage future repeat buys. A major drawback of sales
promotion is that it is easily copied by competition. It cannot be used as a sustainable
source of differentiation.

(d) Marketing Public Relations (MPR)

• Stimulation of demand through press release giving a favourable report to a
• Higher degree of credibility
• Effectively news
• Boosts enterprise's image

Customer focus

Many companies today have a customer focus (or market orientation). This implies that
the company focuses its activities and products on consumer demands. Generally there
are three ways of doing this: the customer-driven approach, the sense of identifying
market changes and the product innovation approach.

Product focus

In a product innovation approach, the company pursues product innovation, and then tries
to develop a market for the product. Product innovation drives the process and marketing
research is conducted primarily to ensure that profitable market segment(s) exist for the
innovation. 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. However, marketers can aggressively over-pursue product innovation and try to
overcapitalize on a niche. When pursuing a product innovation approach, marketers must
ensure that they have a varied and multi-tiered approach to product innovation. It is
claimed that if Thomas Edison depended on marketing research he would have produced
larger candles rather than inventing light bulbs. Many firms, such as research and
development focused companies, successfully focus on product innovation. Many purists
doubt whether this is really a form of marketing orientation at all, because of the ex post
status of consumer research. Some even question whether it is marketing.

• An emerging area of study and practice concerns internal marketing, 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).
• Diffusion of innovations research explores how and why people adopt new
products, services and ideas.
• A relatively new form of marketing uses the Internet and is called Internet
marketing or more generally e-marketing, affiliate marketing, desktop advertising
or online marketing. It tries to perfect the segmentation strategy used in traditional
marketing. It targets its audience more precisely, and is sometimes called
personalized marketing or one-to-one marketing.
• With consumers' eroding attention span and willingness to give time to
advertising messages, marketers are turning to forms of permission marketing
such as branded content, custom media and reality marketing.
• The use of herd behavior in marketing.

The Economist reported a recent conference in Rome on the subject of the

simulation of adaptive human behavior.[6] It shared mechanisms to increase
impulse buying and get people "to buy more by playing on the herd instinct." The
basic idea is that people will buy more of products that are seen to be popular, and
several feedback mechanisms to get product popularity information to consumers
are mentioned, including smart-cart technology and the use of Radio Frequency
Identification Tag technology. A "swarm-moves" model was introduced by a
Princeton researcher, which is appealing to supermarkets because it can "increase
sales without the need to give people discounts." Large retailers Wal-Mart in the
United States and Tesco in Britain plan to test the technology in spring 2007.

Marketing is also used to promote business' products and is a great way to promote the

Other recent studies on the "power of social influence" include an "artificial music
market in which some 14,000 people downloaded previously unknown songs"
(Columbia University, New York); a Japanese chain of convenience stores which
orders its products based on "sales data from department stores and research
companies;" a Massachusetts company exploiting knowledge of social
networking to improve sales; and online retailers who are increasingly informing
consumers about "which products are popular with like-minded consumers" (e.g.,
Amazon, 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. 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. This version continued in
1953 when Neil Borden, in his American Marketing Association presidential address,
took the recipe idea one step further and coined the term 'Marketing-Mix'. A prominent
marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which would see
wide popularity. The four Ps concept is explained in most marketing textbooks and

Marketing Mix

A Marketing mix is the division of groups to make a particular product, by pricing,

product, branding, place, and quality. Although some Day1 marketers[who?] have added
other P's, such as personnel, packaging and physical evidence, 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, they are: product, price, promotion, and place.

The set of controllable tactical marketing tools, product, price, place and promotion - that
the firm blends to produce the response it wants in the target market:

• Product - A tangible object or an intangible service that is mass produced or

manufactured on a large scale with a specific volume of units. Intangible products
are often service based like the tourism industry & the hotel industry. Typical
examples of a mass produced tangible object are the motor car and the disposable
razor. A less obvious but ubiquitous mass produced service is a computer
operating system.

• Price – The price is the amount a customer pays for the product. It is determined
by a number of factors including market share, competition, material costs,
product identity and the customer's perceived value of the product. The business
may increase or decrease the price of product if other stores have the same

• Place – Place represents the location where a product can be purchased. It is often
referred to as the distribution channel. It can include any physical store as well as
virtual stores on the Internet.

Promotion – Promotion represents all of the communications that a marketer may use in
the marketplace. Promotion has four distinct elements - advertising, public relations,
word of mouth and point of sale. A certain amount of crossover occurs when promotion
uses the four principal elements together, which is common in film promotion.
Advertising covers any communication that is paid for, from and cinema commercials,
radio and Internet adverts through print media and billboards.

One of the most notable means of promotion today is the Promotional Product, as in
useful items distributed to targeted audiences with no obligation attached. This category
has grown each year for the past decade while most other forms have suffered. It is the
only form of advertising that targets all five senses and has the recipient thanking the

Public relations are where the communication is not directly paid for and includes press
releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events.
Word of mouth is any apparently informal communication about the product by ordinary
individuals, satisfied customers or people specifically engaged to create word of mouth
momentum. Sales staff often plays an important role in word of mouth and Public
Relations (see Product above).

Broadly defined, optimizing the marketing mix is the primary responsibility of

marketing. By offering the product with the right combination of the four Ps marketers
can improve their results and marketing effectiveness. Making small changes in the
marketing mix is typically considered to be a tactical change. Making large changes in
any of the four Ps can be considered strategic. For example, a large change in the price,
say from $19.00 to $39.00 would be considered a strategic change in the position of the
product. However a change of $131 to $130.99 would be considered a tactical change,
potentially related to a promotional offer.

The term "Marketing Mix" however, does not imply that the 4P elements represent
options. They are not trade-offs but are fundamental marketing issues that always need to
be addressed. They are the fundamental actions that marketing requires whether
determined explicitly or by default.

1.2 Introduction to topic:

(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. If the performance falls short of
expectations, the consumer is dissatisfied. If the performance matches the
expectations the customer is satisfied.

(B) Fundamentals of customer satisfaction

Excellent service is not an end in its own right nor is customer satisfaction; it
is a means to an end. The aim of commercial organization is to make profit and
the aim of public organization is to provide an efficient service within budget c.
service excellence is only required in so for as it achieved these objectives.

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. It is
also possible to over invest in quality to such an extent that the customer finds
the service unattractive. 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.

• Factors influencing customer satisfaction:

Marketing researchers have identified four distinct factors, which influence
the customer satisfaction, which are as follows:

Product: Basic design: How familiar designers are with customer needs, what
incentives drive the designing, manufacturing and quality control.

Sales activity: What messages the company sends out in its advertising and
promotion programmers, how it chooses and monitors its sales force /
intermediaries, and the attitudes that it projects to the customer. The figure 2 is a
classical example of positive messages sent to customer through its promotion.

After- sales: Guarantees, parts and service, feedback, complaints, handling, and
overall responsiveness to a customer with a problem.

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.

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).

• Chart showing the factors influencing customer satisfaction:

After-sales Sales activity
Customer satisfaction


• 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. For
example, what do restaurant guests want? It has been found that these are
gender preferences.

 Identity your customers

The customer can fall into different groupings; the way to cater to one group
may different from one another. There are other customers groups besides men
and women. Today, many fast food giants McDonald’s for example is now
targeting on kids. Some eating-houses load the area with toys and games, and
supervise the children, when their families eat in the main dining hall.

There are other major customer groups; however, that needs considerable
attention associates. They are individuals who work in the organization. They are
internal customers who cannot be ignored in the service equation. How can each
associate identify his or her internal customer? It is quite simple. All the associate
has to do is answer the question. Who receives or is affected by my work?
Everybody in the organization has internal customer who depend on him or her
for output. The servers depend on the cooks to provide the food, and on the
busboys to clean the tables the get them for the next group of guests. The
reservations clerks depend on the housekeeping associates to clean the rooms
and get them ready for the guests.

 Catering to the Customer

Some businesses quit: for example, department stores designed to target

niches have men’s women’s, and children’s, departments, and displays, décor
and offerings. In the service industry, it is difficult to do so. Restaurants are a
good example. When a person comes to a restaurant establishment, he or she
orders from the same menu as all other dinners. There are no his menu or her
menu, although there may be “for kids”. At the same time, men and women have
distinct food references. An understanding of these gender differences can help
eating establishment better cater to their customer.

 Create a Good First Impression

A good first impression is critical in the service business, because it sets the
stages for everything that follows. Moreover, first impressions are typically made
within 30 seconds of the service encounter. If everything goes well at this stage,
customers are likely to have a positive attitude and like forward it an enjoyable
experience. If, however, things do not go well, even a minor problem may be the
basis for the customer deciding not to come back again. Three rules to make a
good impression. Great guests as quickly as possible, (hello, good evening, etc.)
don’t allow guests to remain unattended for more than one minute. Use good
postures to communicate. The tone of your greeting should be warm and your
message welcoming. 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.

 Customer Loyalty

The traditional role of marketing has been to win customers. No

emphasis was on retaining them. Research studies indicate that most service
firms loose more than 30 percent of their customer before, or at time of a
repurchase decision mainly through poor service, 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. This means here is a turnover of dissatisfied
customers who are looking customers to their rivals.

 Ladder of Loyalty

Customer loyalty is commitment to do business with a company on going

basis. The idea of loyalty can be displayed with a ladder. Through appropriate
marketing strategies marketer should is to convert suspect into committed loyal

advocated for the firm. Set of scales cam also be used to view the loyalty
concept. Service firms must arrest growing number of disaffected ex-customer
who will be critical and advise other customer prospects not to buy from the

 Retention Rate and Average Customer Lifetime

The measurement of customer loyalty is known as the customer
retention rate. With a firm with improved retention rate, average life of a customer
increase. For example, 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). It is been found that increased
customer retention brought increase customer lifetime value. Lifetime value of a
customer can be calculated.

 Customer Satisfaction in Services

The primary objective of service producers and marketers is identical to that of

all markets, to develop and provide offering that satisfy consumer needs and
expectations, thereby ensuring their own economic survival. In other words,
service marketers need to be able to close the customer gap between
expectations and perceptions. To achieve this object, service prodders need to
understand how consumers choose and evaluating their services offerings.
Unfortunately, most of what knows about consumer evaluation processes
pertains specifically to goods. The assumption appears to be that services, if not
identical to goods, are at least similar enough in the consumer’s mind that they
are choosing and evaluate in the same manner. 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. Failure
to meet needs and expectations is assumed to result in dissatisfaction with
product or service.

Satisfaction can also be related to other types of feelings, depending on

the particular context or type of service. 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, satisfaction is a dynamic moving target that may evolve over
time influenced by a variety of factors. Particularly when the service experience
takes place over time, satisfaction may be highly variable depending on which
point in the usage or experience cycle one is focusing on. Similarly, in the case of
very new service or a service not previously experienced, customer expectation
may be barely from at the point initial purchase; these expectation will solidify as
the process unfold and the consumer begins to form his or her perceptions.
Through the service cycle the consumer may have a variety of different
experiences- some good, and each will ultimately impact satisfaction.

Customer satisfaction is influenced by specific product or service

features and by perceptions of quality as suggested. Satisfaction so also
influenced by customer emotional responses, their attributions, and their
perceptions of equity. Product and service features customer satisfaction with a
product or service is influenced significantly by the customer evaluation of
product or service features. In conducting satisfaction studies, 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.

Customer’s emotions can also affect their perceptions of satisfaction with

products and service. This emotion can be stable, pressing emotions. Specific
emotions may be induced by the consumption experience itself, influencing a
consumer’s satisfaction with the service. Attribution the perceived causes of
events influence perceptions of satisfaction as well. When they have been
surprised by an outcome (the service is either much better or much worse than

consumer tends to look for the reasons. And then assessments of the reasons
can influence their satisfaction.

Customer satisfaction is also influenced by the perceptions of equity and

fairness, in addition to product and service or service are offered in combination
with a physical product, service quality may be very critical in determining
customer’s satisfaction.

Reliability: Ability to perform promised service dependably and accurately

Assure employee’s knowledge and courtesy and their ability to inspire trust and
 Empathy caring individualized attention given to customers.

Tangibles: Appearance of physical facilities, equipment, personnel, and written


 Responsiveness:

It is the willingness to help customers and to provide prompt service. Reliability is

defined as the ability to perform the promised service dependable and
accurately. In its broadest sense, reliability means that the company delivers on
its promise about delivery, service provisions, problems resolution and pricing.
Customer wants to do business with the companies that keep their promises,
particularly their promises about the service outcomes and core service

Assurances are defined as employee’s knowledge and courtesy and

ability of the firm and its employee to inspire trust and confidence. 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, insurance, brokerage,
medical and legal service.

Empathy is defined as the caring, individualized attention the firm provides its
customers. The essence of the empathy is conveying, through personalized or
customer service, those customers are unique and special. Customers want to
feel understood by and important to firm that provides service to them.
Tangibles are defined as the appearance of physical facilities,
equipment, personnel and communication material. All of these provide physical
representation or image of the service that customer, particularly new customers,
will use to evaluate quality. Service industries that emphasize tangible in their
strategies include hospitality service where the customer visits the establishment
to receive the service, such as restaurant and hotels, retail stores, and
entertainment companies.

Responsiveness is the willingness to help customers and to provide

prompt service. This dimension emphasizes attentiveness and promptness in
dealing with customer requests, questions, complaints, and problems.
Responsiveness is communicated to customer by the length of time they have to
wait for assistance, answers to questions, or attentions to problems.
Responsiveness also captures the nation of flexibility and ability to customize the
service to customer needs.

 Definition of Customer Service:

“Every interaction, on the part of every employee, which proves to your

customers that they made a good choice”.

 Importance of Customer Satisfaction

Customer satisfaction is a marketing tool and a definite value added

benefit. Customers often perceive customer satisfaction as important as the
primary product or service your organization offers.

 A Customer Satisfaction Mission Statement

Empowered team members who can make decisions and who take
personal responsibility to ensure customer satisfaction.
• Four Steps to Ensure Customer Satisfaction

 Always create a good first impression, in person and on the phone.

 Communicate effectively (listen and ask questions) and give each

customer your full attention.

 Handle each transaction fast, accurately, and professionally.

 Thank each customer for the opportunity to serve them and make sure
they are completely satisfied.

• Perception

As diverse individuals, we all tend to see the world in our own special ways.

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, not on the basis of objective reality. Thus, to the marketer,
consumer’s perceptions are much more important than their knowledge of
objective reality. For if one thinks about it, it’s not what actually so is. But
consumers think is so, that effects their actions, their buying habits, their leisure
habits, and so fourth and, because individual make decisions and take action
based on what they perceive to be reality, it is important that markets understand
the whole nation of perception and its related conception, so they can more
readily determine what factor influence consumers to buy.

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, but
how each person recognized them, selects them and interprets them is a highly
individual process based on each person’s own need, value and expectations.
Perception is defined as the process by whish an individual selects, organized
and interprets stimuli into a meaningful and coherent picture of the world. A
stimulus is any unit of input to any of the senses. Example of stimuli (i.e. sensory
input) include products, packages brand manes, advertisement, and
commercials. Sensory reporters are the human ages (the eyes, noses, mouth
and skin) that receive sensory inputs. Their sensory functions are to see, hear,
smell, test, or feel. All of these functions are called into play either singly or in
combination in the evaluation and us of most consumer products.


Beginning very recently, 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. 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.

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, as a new product or brand is introduced, the consumer will perceive
it as being either similar or dissimilar to their exiting brands on several
dimensions. Since products may be perceived to vary on several dimensions and
in fact, the consumers may not be consciously aware of the dimensions or the

scaling have been both to identify the perceptual maps of consumer as well as to
help in identifying and labeling the dimension.

The computer programs will provide the geometric distance between

brands in several dimensional spaces. It is then up to the researcher to place
labels on the variables. In the figure the researcher chose to name his
dimensions “popular price – high quality” and “light – heavy.” If these data are
accurate, 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. It can help the seller determine
whether consumers have a similar or dispersed image of his brand, aid him in
knowing what the image of his brand is and indicate how he may go about
changing it if he wishes.

Need To Study customer satisfaction.

AS customer, we benefit from insights into our satisfaction -related

decision: what, why, buy and the promotion that influences us to buy .Thus the
study of costumer’s satisfaction enables us to become wise customers.
As marketers and marketers, it is important for us to know why and how
individuals make their consumption decisions, so that we can make better
strategic marketing decisions .If marketers understand customer behavior they
are likely to react to various informational cues and are able to shape their

As students of marketing, 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, store and satisfy related
information so that research could decode marketing strategies to influence
customer satisfaction .Customer research takes place at every phase of the
consumption process-before the purchase, during the purchase, after the

Industry Profile

As technology continues to advance the methods available to protect a home or

business, the electronic security industry is reporting an increase in both
revenues and consumer demand.
"I think growth is driving technology,'' said Alan H. Gillmore IV, sales manager
with Oakwood Village-based Gillmore Security Systems Inc., which offers both
residential and commercial systems. "A new demographic is driving the process.''

Mr. Gillmore said the greatest increase in business for Gillmore Security, a third-
generation family business with 40 full-time employees, has been on the
commercial side, which includes the installation of burglary and fire alarms,
access control, digital video and monitoring for equipment failure.

With an 8.3% growth rate since 2000 in its commercial sector, Gillmore Security's
experience mirrors what's being reported industrywide.

In 2005, 30% of security installations were for residential customers, 48% for
commercial and 22% for large industrial, according to information from the Irving,
Texas-based National Burglar & Fire Alarm Association.

Merlin Guilbeau, the association's executive director, said revenues for the
electronic security market grew from $13.1 billion in 1996 to $23.8 billion in 2005.

Driving change

From heat sensors to motion detectors and medical alarms, the industry is an
ever-changing one that is fueled by both consumer needs and changing

Some of the newest technologies on the market, according to Mr. Gillmore,

include the use of digital video recorders and Internet monitoring.

And since 9/11, another focus of the electronic securities industry has been on
controlling access to certain sites or areas within a business or organization, Mr.
Gillmore said.

As such, greater use of biometric access technologies - such as thumbprint and

retinal readers - may be on the horizon.

"It's still a very new technology,'' Mr. Gillmore said. "You'll see that play a greater
part in access control in the future.''

Samantha Tekaucic, vice president of operations for Gemini Electronic Systems

Inc. in Parma, said government rules also can dictate upgrades within the

For example, as of Feb. 18, 2008, cellular licensees no longer will have to
provide an analog network in addition to a digital network, according...

This study analyzes the US market for electronic security systems. It presents
historical demand data (1997, 2002, 2007) and forecasts for 2012 and 2017 by
type (e.g., alarms, access controls, closed circuit television, contraband
detection, electronic article surveillance, automotive security); and market (e.g.,
trade and distribution, government and institutional, industrial, financial, air
transport). The study also considers market environment factors, evaluates
company market share and profiles leading competitors. This 390 page study
has been published and is available for purchase.

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. 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 the treasury department prepares to purchase the first round of assets from
troubled lending institutions, the economic outlook is disturbing. The Bureau of
Labor Statistics reported that employers cut 159,000 jobs in September and that
so far this year the economy has dumped more than 760,000 jobs.

As a business owner I have found myself asking the same nagging question as
most Americans. 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; people will have a need to protect their personal property and assets.

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. When I speak of the electronic security industry, I
am referring to the business of protecting personal property and assets. A rather
broad stroke which encompasses the hundreds of thousands of people and
companies involved in the manufacturing, distribution, marketing and installation
of electronic security devices.

The growth in the security industry has been fueled by many factors including;
crime, terrorism and perceived threats; economic growth and expansion; new
innovations in security technology.

First let’s talk about crime, terrorism and perceived threats. The security industry
has continued to grow despite the fact that property crimes, especially burglary
and theft have been steadily declining since 1975.

How is this possible? Many factors have contributed to a society that lives in a
constant state of fear from crime, terrorism and other perceived threats to our
survival. 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. I don’t see this changing anytime soon.

Now how about economic growth and expansion? When a new building is built,
wealth is created and distributed throughout the economy. The plumber makes
money as do the framer, the mason and the security contractor. Contractors of all
trades buy supplies, pay wages and hopefully make a profit. When the new
building is completed, it should be worth more than the total cost to build it even
though many people profited from its construction. At least that is what the banks
are betting on.
The government understands that construction is a fundamental building block of
economic expansion. Hence the bailout plan, 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.

Until home prices across the country settle down and lending requirements
loosen up a little, I fear that growth and expansion in this market segment will be
a little stagnant for the next few years.

The third factor that has contributed to the overall consistent growth in the
security industry has been new innovations in technology. The world is changing
quickly and new ground breaking security products are being designed, released
and updated at an unprecedented rate.

Technology is moving so quickly that entire market segments are being created
and destroyed virtually overnight. Just as cell phones shattered the pager and
pay phone industries, innovative new products in video surveillance and access
control systems promise to change the way people think and feel about security.

By weighing the factors that have contributed to the phenomenal growth of the
electronic security industry over the last decade, I have come to the conclusion
that the industry as a whole is recession resistant, but not entirely recession

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
balance out any losses in market expansion due to a shrinking economy. Let’s
just hope I am right!

While you state that the security industry as a whole may be recession resistant,
the failing economy could actually provide a short term, albeit somewhat delayed,
boon for companies that are involved in security. It only makes sense that as
economic pressures filter down to the middle and lower classes, crime will
increase. 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. Spending dimes to protect and save dollars will
look increasingly attractive to homeowners and small to medium sized business
owners everywhere. The internet makes it easy to spec and buy affordable, easy
to install, do it yourself security camera systems. Be sure to buy from a long
standing reputable company that offers free tech support and help with
installation. There are a few that stand above the rest such as and 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. I love mine.

In a business environment where many companies are satisfied with selling a system
and moving on to the next sales, we take pride in providing first rate service after the
sale. 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.

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. In most cases
this eliminates sending equipment to the manufacturer for repairs and translates to less
system downtime and faster response to your needs.
We believe that continued training for our staff relates to better product quality and
service response. We spend a great deal of time and expense providing our entire group
of Team Members with the latest in product specific, and other training from a variety of
sources both in and outside the security industry

2. Research design:

At present the Indian security electronics has growing market in the world
basically in the customer segment. 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. This in turn leads
to higher spending as the expectation of better comfort in terms of anything
like electronic security.

Taking the advantage of liberalization program, 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.

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, not only through the
product but also with after sales service offered by their service centers. The
products with international standards.

2.1 Title of Project: Customers of Satisfaction

2.2 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 topic of the study is Marketing Analysis of Customer Satisfaction
towards ELID electronic security.

2.3 Objectives of the Study

1. To assesses the satisfaction level of the customers towards the

company’s product.

2. To determine customers response towards Elid Electronics Security


3. To understand the sales volume of Elid Electronics Security


4. To know the customer preferences towards Elid Electronics

Security products.

5. To know satisfaction level towards Elid Electronics Security


6. To find out the problems faced by the customers.

7. To suggest different possible ways and means for the problems

enhanced by the customers and improve the relation between he
customers and company.

2.4. Scope of the Study

 This project is done to study the distribution channel to analyze the sales.
The survey covers 50 responds of the basis of convenience sampling.

 The survey is conducted to know the opinion, views, expectations and

satisfaction level of the distributors & sellers towards the company.
 Efforts have been put forward to see the final result of the work, which
becomes a valuable one.

2.5 Review of the literature:

Literature from marketing background was reviewed in order to collect

information suitable to the study. Certain concepts and definition regarding
marketing were collect from the Marketing books of Phillip kotler and other
authors. The literature regarding the profile of the organization was reviewed
from the Elid Electronics Security Brochure.

2.6 Methodology of data collection

There are two basic data collection approaches in marketing research:

(a) Primary data

(b) secondary data

(I) Sources of Data

There are two types of data. They are primary and secondary. The marketing
researcher has to decide whether he has to collect primary or secondary
This study was based on both primary and secondary data.

Primary Data
The primary data were collected only in the field survey by meeting the
respondents personally and getting information through a questionnaire.

Secondary Data
Secondary data were collected from the company broachers, fact sheets,
report copies, websites.

2.7 Sample Design

Sample design plays a very important role in the research project. Without a
sound sampling plan and a suitable sample size, data will be collected from
neither proper respondents nor the appropriate number of them.

Sample unit

The sampling unit is the basic unit containing the representative elements of
the population to be sampled.

The particular survey was conducted on all kinds of respondents. In general

the sampling unit was determined so that everyone in the target population
has equal chance of being selected.
2.8 Limitation of Study:

As all research study is bounded by certain limitations, 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, 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.

 The study is conducted from the customer’s point of view.

 This research is time bound. The result of this study may not be
applicable over period of time.

 This study was restricted to the specific Customers of the Bangalore


Company profile:

In particular, ELID is well known for supplying Access Control Systems, Time
Attendance Systems and Integrated Security Management Systems. ELID is one
of the largest suppliers of Time Recording Terminals in SE Asia. In 1997 ELID
introduced its first Client and Server based Integrated Security Management
System, Es of NET. 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
System packages in South East Asia. In 2000, ELID introduced its latest
Integrated Security Management System, MATRIX which supports up to 8000
doors and over 100,000 input and output points. Matrix uses the EL5000
Controller, the latest ELID product, which is a network ready, 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

ELID is a reputable leading manufacturer of state-of-the-art

Electronic Identification Systems in South East Asia.
ELID is an acronym for Electronic Identification.
ELID's vision is to be a world-renowned manufacturer of
Electronic Identification Systems.

In particular, ELID is well known for supplying Access Control Systems, Time
Attendance Systems and Integrated Security Management Systems. ELID is one
of the largest suppliers of Time Recording Terminals in SE Asia.

In 1997, ELID introduced its first Client/Server-based Integrated Security

Management System, EsofNET.

There are now hundreds of EsofNET Systems running all over the world, and it is
one of the most popular Integrated Security Management System packages in
South East Asia. In 2000, ELID introduced its latest Integrated Security
Management System, "MATRIX", which supports up to 8000 doors & over
100,000 input/output points. Matrix uses the EL5000 Controller, the latest ELID
product, which is a network-ready, multi-purpose controller that can directly plug
into any standard TCP/IP Local/Wide Area Network and allows the direct network
connection of Reader Controller hardware. No access system is complete
without readers, and ELID takes pride in providing one of the widest ranges of
readers in the security industry, many of which are directly manufactured by
ELID. ELID supplies Magnetic Readers, Bar Code Readers, RFID/Proximity
Readers, Contact/Contactless Smart Card Readers, and Biometric Finger-Scan
Readers. And this list will continue to grow as technology advances.

Vision: our vision is to be a world renowned manufacturer of Electronic

Identification Systems.

Our mission is to create original, innovative and superior products at affordable

prices and provide genuine customer satisfaction as well as to contribute to the
well-being of society.

We believe that our greatest asset is our people. Our people are behind our
growth and success. No matter how much capital, technology and equipment we
boast, it is bound to fail if human resources are not developed. Therefore we
strive to Make People Before Making Products, and we are committed to bring
out the best in people through comprehensive and systematic human resource
development programs.

We will constantly challenge ourselves to be a God-fearing, moral and ethical

Company, whose employees are honest and trustworthy, and uphold high ethical
standards in all their dealings.

ELID was established on Sept 9, 1989 in Kuala Lumpur, Malaysia. The initial 3
partners that formed the core of the company had already between them many
years of experience in the Security Industry. They decided to choose access
control as their area of specialization.
By February 1990, our first product - a single door access controller, together
with magnetic reader and a DOS-based PC software was introduced into the
market. The controller used a relatively unknown. Microprocessor chip introduced
by Motorola at that time - the MC6HC11, as the main CPU. The product came to
be known in the market place as EL2000, and it became a best seller in a
number of South East Asian Countries.

EL2000 established the reputation of ELID, and in the years following, many
other equipment for lift control, car park control, 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. Marketing into Singapore, Thailand, Indonesia, Philippines, Hong
Kong, China, and other Asian Countries was thereafter aggressively pursued
through sole distributors, one for each country. Most of the distributors
established from the early nineties are still with ELID and actively involved in the
Identification business, thus providing long-term stability to the customers they

Company Turn Over


Nature of Business : Manufacturer

Year of : 1989
Turnover : US$ 10-25 Million (or
Rs. 40-100 Crores

Organization Structure
Product profile

Door Access Controller

EL360 EL370 EL1300 EL1330 EL2200 EL2800

OnTime EasyTime Chronos E.Time OnTime Plus

Company Branches:

ELID Security Electronics Private Limited

74&75, 1st floor, 3rd cross, 24th Main Road

II Phase, JP Nagar, Bangalore - 560078 India.
Tel : 91 80 2649 1434 /
91 80 2649 1435
Fax : 91 80 2649 1436
Email :

ELID Security Electronic Private Limited

19/145, Ground Floor, Government

Housing Scheme, Old Anand Nagar,
Off Nehru Road , Santa Cruz (East),
Mumbai- 400055

Tel: 91 22 2669 1833

Fax : 912226691834

• Digital India security product pvt ltd

• Parasnath electronics pvt ltd

• Proximity electronics pvt ltd, etc

Future Planning;
• To active more sales & distributions.
• Introduce new products.
• Implementing vision 2010 with the help of managements..
• Extend the plant with the help of managements.
• Increasing the plant capacity
• And also increase the number of branches.

4. Analysis and interpretation:


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. Some times this organizing and summarizing of
data requires the use marketing data are collected through the use of sample;
the reliability of summary estimates is required to be determined.

 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, but always search for pictures and diagrams save much valuable time,
which would be lost in gasping the significance of numerical data.

 Diagrammatic representation:

Data may also be represented in from of a surface figure or graph.

 Types of graph:

Here should use the pie chart, bar chart &other graphical charts.
Three-dimensional diagram: cube, cylinder or blocks whose volumes are made
proportional to a given figure

The results obtained after analyzing were interpreted. This mainly helps in
extracting the cream from the information gathered providing suggestions to the
company .inference was made from the calculated values performed on the data.

1. Do you know about our company?


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

It is clear that most of the customer know about our “ELID” company

50 YES

2. How do you treat our company products by comparing other company



GOOD 19 38



TOTAL 50 100

ANALYSIS: From the above research table it is understood that 16% of the
respondents told very good, 38% are told good, 30% are told satisfied,18% are
told not satisfied.

INTERPRETATION: according to above analysis we get a result that, the most

people are satisfied and they feel good comparing other company products.

30 NON

3 Do you know how to use our company products?

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.






50 YES




4. Do you face any problem while using our company products?


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.






50 YES





5 How do you feel about our service?




GOOD 15 30


TOTAL 50 100

ANALYSIS: From the above research table it is understood that 16% of the
respondents told excellent, 44% are told very good, 30% are told good, 10% are
told not satisfied.

INTERPRETATION: from the above analysis shows that service of our products
is satisfied most of all customers, and they feel happy with that.








6. Whether you got proper information about our company product before

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.

INTERPRETATION: from the above analysis shows that customers will get
maximum information about our products while purchasing and they are satisfied
with that.






50 YES




7. Are you satisfied with our company products?

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.






50 YES




8 How do you know about our products?


NEWS 25 50

WEB SITE 15 30

OTHER 10 20

TOTAL 50 100

ANALYSIS: From the above research table it is understood that 50% of the
respondents told news paper, 30% are told web site, 30% are told other source.

INTERPRETATION: from above analysis tell us that the customers are get
information of products from news paper, website, others. It shows the
advertisement of our company products, which will influence to buy our products.



9 Which are the most attractive features in our brand?


DESIGN 22 44

PRICE 10 20

OTHERS 06 12

TOTAL 50 100

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?

PRICE 08 16




TOTAL 50 100

ANALYSIS: From the above research table it is understood that 14% of the
respondents told quality, 40% are told design, 16% are told price and 30% are
told service.

INTERPRETATION: according to above analysis customers prefer that service

and design is most satisfy them, compare to competitors.









5. Findings, Suggestions and Conclusions


1) The survey conducted has indicated that majority of the customers

purchase door access control.

2) According to the survey it is found that almost all the customers prefer to

purchase door access control, rather than time attendance management

software because of storage convenience.

3) From the survey it is found that costumers have given moderate preference

towards “ELID” brand rather than other brand when compared.

4) From the survey it was observed that customers purchase “ELID” product

because of availability, brand name.

5) Survey has indicated that customers have given highest preference to price,

quality, delivery, advertisement and goodwill.

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



1) Company should give more advertisement about product.

2) Company should produce high quality products for customers.

3) Company should think of improving the quality of time recording terminals.

4) Company can create awareness by concentrating on point of purchase

(P.O.P) materials and advertising in local media.

5) Company should think and produce the products according to the

preference of customers.

6) Company should do survey, for understanding different category peoples.

7) The company should give competitive price to the customers.

8) The company should give festival offer, discount to the customers.


Since market has large number of competitors like DIGITAL INDIA


PVT LTD, etc., it is necessary for company to gain substantial market share,
which calls for marketing strategy, which includes advertising, distribution and

thus gaining competitive edge in the market field.

The company has maintaining present status, so I have to given some

suggestions to company those suggestions able to success. They are given to

meaningful co-operation.

Company have a high compitetors in the marketing so company should think

about the cost and quality difference .then they have to produce high quality

product for the perfect customer satisfaction.


Reference Books


1 Research C.R.Kothari New Age

methodology International
2 Principles of Philip Kotler McGraw and hill
marketing P.Subba Rao

3 Practical statistics Guptha

 Company Broachers
 Business Magazines

http://www.Elid security electronic



I am Laxmikanth.s studying in IV semester MBA in LORVEN COLLEGE OF

LTD., Bangalore. So I request you to fill this questionnaire. Your opinion will be
kept confidential and will not be disclosed to anybody, and is used for academic
purpose only.

Name of customer: -----------------------------------------------------

AREA: -----------------------------------------------------

11 Do you know about our company?

 YES  NO

2. How do you treat our company products by comparing other company




3 Do you know how to use our company products?

 YES  NO

4. Do you face any problem while using our company products?

 YES  NO
5 How do you feel about our service?



6. Whether you got proper information about our company product before

 YES  NO

7. Are you satisfied with our company products?

 YES  NO

8 How do you know about our products?



9 Which are the most attractive features in our brand?



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