125 - 1156634 - Keerti Shamdasani

A
PROJECT REPORT ON
“A STUDY ON CUSTOMER SATISFACTION TOWARDS

BOAT ELECTRONICS”
(WITH REFERENCE TO RESPONDENTS FROM ULHASNAGAR)
SUBMITTED BY
KEERTI SHAMDASANI
ROLL NO. 125
UNDER THE GUIDANCE OF
Ms. ROSHNI VLECHA
DEPARTMENT: BACHELOR OF MANAGEMENT STUDIES
SMT. CHANDIBAI HIMATHMAL MANSUKHANI COLLEGE

OF ARTS, SCIENCE, COMMERCE & MANAGEMENT,
ULHASNAGAR – 421005 (EAST), MUMBAI
A PROJECT SUBMITTED TO UNIVERSITY OF MUMBAI FOR

PARTIAL COMPLETION OF BACHELOR OF MANAGEMENT STUDIES COURSE
UNDER THE FACULTY OF COMMERCE
ACADEMIC YEAR 2021-2022

SMT. CHANDIBAI HIMATHMAL MANSUKHANI COLLEGE
P.B. No 17, Opp. Railway Station, Smt. Chandibai Himathmal Mansukhani Road, Ulhasnagar- 421003
Dist. Thane, (MAHARASHTRA) Tel.: +91 251 273 4940 • Telefax + 91 251 273 1869 •
E-mail: principal.chmc@gmail.com • Website: www.chm.edu
CERTIFICATE
This is to certify that Ms. Shamdasani Keerti Anil Muskan has worked and duly completed
her Project Work for the degree of Bachelor of Management Studies under the Faculty of
Commerce in the subject of Marketing and her project is entitled, “A STUDY ON
CUSTOMER SATISFACTION TOWARDS BOAT ELECTRONICS” (WITH
REFERENCE TO RESPONDENTS FROM ULHASNAGAR) under my supervision.
I further certify that the entire work has been done by the learner under my guidance and that
no part of it has been submitted previously for any Degree or Diploma of any other
University. It is her own work and facts reported by her/his personal findings and
investigations.
Ms. Roshni Vlecha

Project Guide
Date of submission: 22nd March, 2022

DECLARATION
I the undersigned Ms. Shamdasani Keerti Anil Muskan here by, declare that the work
embodied in this project work titled “A STUDY ON CUSTOMER SATISFACTION
TOWARDS BOAT ELECTRONICS” (WITH REFERENCE TO RESPONDENTS
FROM ULHASNAGAR) forms my own contribution to the research work carried out under
the guidance of Ms. ROSHNI VLECHA , is a result of my own research work and has not
been previously submitted to any other University for any other Degree/ Diploma to this or
any other University.
Wherever reference has been made to previous works of others, it has been clearly indicated
as such and included in the bibliography.
I, hereby further declare that all information of this document has been obtained and
presented in accordance with academic rules and ethical conduct.
Ms. Shamdasani Keerti Anil Muskan

(Roll No. 125)
Certified by,
Ms. Roshni Vlecha
Guiding Teacher
Date of Submission: 22nd March, 2022

EVALUATION
This Research Project on “A Study on Investors’ Perspectives on Investor Protection

Measures Adopted in India (with special reference to Investors from Ulhasnagar)"
submitted by Ms. Shamdasani Keerti Anil Muskan of TYBMS (Semester – VI) is evaluated
as per guidelines of University of Mumbai, of 2021-22 on Revised Syllabus - CBCS for the
TYBMS (Semester – V and VI) w.e.f. academic year 2021-22.
External Examiner:
Name : _____________________________________
Signature : _____________________________________
Place : Ulhasnagar Date: _______________
Internal Examiner:
Name : _____________________________________
Signature : _____________________________________
Place : Ulhasnagar Date: _______________

ACKNOWLEDGEMENT
I would like to acknowledge the following as being idealistic channels and fresh dimensions
in the completion of this project.
I take this opportunity to thank the University of Mumbai for giving me chance to do this
project.
I would like to thank my Principal, Dr. Manju Pathak for providing the necessary facilities
required for completion of this project.
I am also thankful to Mr. Sunil Lalchandani, Head –Department of Management Studies

for his constant guidance and support during the entire course of completing this research
project.
I would also like to express my sincere gratitude towards my project guide Ms. Roshni
Vlecha whose guidance and care made the project successful.
Lastly, I would like to thank each and every person who directly or indirectly helped me in
the completion of the project especially my Parents and Peers who supported me
throughout my project and helped me to complete the project within the time frame.
EXECUTIVE SUMMARY
A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good,

service, product or an idea - obtained from a seller, vendor, or supplier via a financial
transaction or exchange for money or some other valuable consideration. Customers
purchase those products which satisfy their wants. They are always looking for products that
have multiple features. In the case of this study, the customers would want products that are
lightweight, easily carryable, tangle free, etc. A wide variety of wearables exist which
include headphones, earphones, headsets, earbuds, airdopes, smartwatches and many more.
Customers typically perform an analysis where they watch reviews of the products that they
are interested to purchase and hence make their decision. Thus, to fulfil the needs of the
customers, the company needs to make goods as per them. The company needs to see the
customers benefit as well as their own benefit. To satisfy the customers and to keep them
interested, proper after sales services and a good warranty must be provided.
• Chapter 1 covers the Company profile, History, Evolution, Product hierarchy, Marketing
mix, Vision and Mission, Competitors, SWOT Analysis, Brand Ambassadors and Awards
and Recognitions.
• Chapter 2 covers the Objectives, Sources / Methods of Data Collection, Sampling

techniques, Tools for analysis and Scope and Limitations of the study.
• Chapter 3 covers the Review of Literature and Gap Analysis of the study.
• Chapter 4 covers the Data collection, Analysis and Findings of the study.
• Lastly, Chapter 5 includes the Conclusions drawn from the study and Recommendations
derived from the study.
INDEX
No 1. Content Page No.
1. Preliminary
Title Sheet
Certificate
Declaration
Evaluation
Acknowledgement
Executive Summary
Index
List of Tables
List of Graphs
2. Chapter 1: Introduction 1
1.1 Company profile 2
1.2 History 3
1.3 Evolution 4
1.4 Product hierarchy 6
1.5 Marketing mix 7
1.6 Vision and Mission 14
1.7 Competitors 15
1.8 SWOT Analysis 19
1.9 Brand Ambassadors 21
1.10 Awards and Recognitions 22
1.11 Road Ahead 22
3. Chapter 2: Research Design 23
2.1 Introduction 24
2.2 Objectives 25
2.3 Data collection 26
2.4 Sampling techniques 27
2.5 Tools for analysis 30
2.6 Scope and limitations of the study 31
4. Chapter 3: Review of Literature 32

3.1 Introduction 32
3.2 Literature review 33
3.3 Gap Analysis 33
5. Chapter 4: Data collection and Analysis 34
6. Chapter 5: Conclusions and Suggestions 58
7. Reference 60
8. Annexure 61
Map of Area of study: Ulhasnagar 66
List of Tables
Table No. Title Page No.
4.1 Age of respondents 35
4.2 Gender of respondents 36
4.3 Occupation of Respondents 37
4.4 Headphone brand owned by 38

the Respondents
4.5 Headphone brand preferred 39

by the Respondents
4.6 Who influenced more with 40

the buying decision
4.7 What attracted you the most 41

while buying the
headphones
4.8 Impact of advertising on 42

brand selection
4.9 Buying a branded 43

headphone makes any
difference
4.10 Smartwatch brand owned by 44

the respondents
4.11 Style and Look of 45
smartwatch
4.12 Location of purchase of 46

smartwatch
4.13 Time period of usage of 47

smartwatch
4.14 Number of boAt products 48

owned by the respondents
4.15 Satisfaction rate of 49

respondents
4.16 Problems faced by 51

respondents in the products
4.17 After sales service rate 53
4.18 Shift to another brand if 55

better services are provided
4.19 Recommend friends and 56

relatives to buy boAt
products
List of Graphs
Graph No. Title Page No.
4.1 Age of respondents 35
4.2 Gender of respondents 36
4.3 Occupation of Respondents 37
4.4 Headphone brand owned by 38

the Respondents
4.5 Headphone brand preferred 39

by the Respondents
4.6 Who influenced more with 40

the buying decision
4.7 What attracted you the most 41

while buying the
headphones
4.8 Impact of advertising on 42

brand selection
4.9 Buying a branded 43

headphone makes any
difference
4.10 Smartwatch brand owned by 44

the respondents
4.11 Style and Look of 45
smartwatch
4.12 Location of purchase of 46

smartwatch
4.13 Time period of usage of 47

smartwatch
4.14 Number of boAt products 48

4.15 Satisfaction rate of 50

respondents
4.16 Problems faced by 52

respondents in the products
4.17 After sales service rate 54
4.18 Shift to another brand if 55

better services are provided
4.19 Recommend friends and 56

relatives to buy boAt
products
Chapter 1: Introduction
1.1 Company profile

1.2 History
1.3 Evolution
1.4 Product hierarchy
1.5 Marketing mix
1.6 Vision and Mission
1.7 Competitors
1.8 SWOT Analysis
1.9 Brand Ambassadors
1.10 Awards and Recognition
1.11 Road Ahead
1
“A STUDY ON CUSTOMER SATISFACTION TOWARDS BOAT ELECTRONICS” (WITH REFERENCE TO RESPONDENTS FROM ULHASNAGAR)
1.1 Company Profile
boAt (legal name "Imagine Marketing Services Pvt. Ltd.") is an India-based consumer electronics
brand established in 2015 that markets earphones, headphones stereos, travel chargers and premium rugged
cables. Imagine Marketing Services Private Limited, which does business as boAt is a Delhi-based startup,
incorporated in November 2013 by co-founders Sameer Ashok Mehta and Aman Gupta. boAt markets
earphones, headphones stereos, travel chargers, and premium rugged cables.
boAt started as a cable manufacturer and seller company but today it has expanded its catalogue. It now sells
a wide variety of fashionable electronic goods ranging from travel chargers and premium cables to
headphones, earphones, speakers. The company is steadily growing and extending its services to millions of
‘boAtheads’ (A term the company uses for all its consumers and brand ambassadors). It has been only five
years since the journey but the company stands tall with more than 800,000 happy customers. Today, boAt is
the world's 5th largest wearable brand along with India’s No.1 Earwear brand.
Tagline: ‘Plug into Nirvana’.

Nirvana means attaining complete peace and freedom. The founders thought of this as the tagline because
perfect music allows the users to connect themselves with their souls. It also helps in creating a boundary
between themselves and the living world.
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1.2 History
boAt doesn’t boast of a very prevalent history. It is a Delhi-based startup that was started in 2016 by Aman
Gupta and Sameer Mehta. The company terms itself as a lifestyle brand that deals in fashionable consumer
electronics. boAt Lifestyle was started with the sole aim of bringing affordable, durable, and more
importantly, ‘fashionable’ audio products and accessories to millennials.
One of its founders Aman Gupta was familiar with the electronics trade. He worked for three years
(2007-10) in his family business. Before joining the business, he had completed his Chartered Accountancy
and worked in Citibank between 2003 and 2006. In 2010, he enrolled for a MBA at the Indian School of
Business (ISB) which led to his placement at KPMG, the auditing firm. He worked there for a brief period of
six months but those were enough to affect him. He was fascinated by electronics and gadgets and applied at
JBL. The company signed him for two years. Gupta managed the start-up’s offline distribution through
stores such as Croma and Reliance Digital. A little later, he also got into product management. His job was
to identify the right products for the Indian market. His learnings while working for JBL came in handy
during product developments at boAt.
Sameer Mehta is the co-founder and the CPO of Boat. He is also the Executive Director of Kores presently.
Sameer Mehta started his career at Redwood Interactive and was the owner of the company. Mehta
completed his schooling at St. Xavier School, Mumbai, and pursued his bachelor's degree in Commerce
from Narsee Monjee College of Commerce and Economics. Sameer also co-founded Imagine Marketing Pvt.
Ltd.
In 2014, they kickstarted a great voyage in Indian consumer waters, sailing across the nation and beyond.
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1.3 Evolution
The boAt Lifestyle is an Indian Electronics Company started in 2014 that deals with audio tech that mainly
focuses on products like wireless speakers, earbuds, smartwatches, headsets, and earphones. All of them are
quite accessible in terms of price. The main aim of the company is to provide people with fashionable tech
and be a part of their daily lifestyles. Currently, Vivek Gambhir is the CEO of the company.
boAt started its journey with the capital of just INR 30 lacs, which was invested by the founders themselves.
As per the reports of 2020, boAt is said to be selling 14,000 to 15,000 of its products daily and has over 2
million customers and has been able to attract the attention of their customers by developing a wide range of
earphones, wireless speakers, Air Dopes and headphones. The quality and the price make it more
approachable to its target audience.
The first product in the boAt was an indestructible charging cable and charger from Apple. Apple’s cable
used to break near the end of the charging and buyers had to cover it up. boAt launched a strong braided
cable with a life cycle of 10,000 curves. The price was 1,500 rupees. This product became the best-selling
product on Amazon.
They also launched BassHeads225 boAt in 2016. Their vision was to avoid any other method that came from
Chinese products. In 2017, the ship’s turnover reached 27 million rupees and in 2018 it exceeded 108 million
rupees. Sold over 6000 units per day with four units sold per minute.
The company distributes boAt-branded mobile device accessories such as USB cables (including USB-A to
Lightning, USB-A to Micro USB, USB-C to Lightning, and USB-A to USB-C connections) and auxiliary
audio cables.
It also sells a range of portable external batteries under the brand ‘Energyshroom’. These batteries can be
used to charge a mobile device when there is no access to a power outlet.
4
The audio company had earlier launched a fitness band boAt ProGear for Rs 999. In 2020, boAt had
launched one of the most affordable smartwatches in India for Rs 1999. But this was an introductory price,
which means that once the offer will get over, the price of the smartwatch could increase. As per Flipkart and
official website, the original price of the boAt storm is Rs 5990.
boAt also collabed with Bira 91 to launch an exclusive ‘BOOM’ audio collection – Stone SpinX 2.0
speakers, the Stone 190 speakers, and boAt Rockerz 450 headphones. Additionally, the company also
debuted its boAt Airdopes 111, boAt Airdopes 601, boAt Airdopes 181 earbuds, and boAt Watch Matrix
smartwatch in January, 2022.
boAt currently has around 5,000 retail stores supported by 20-25 distributors. Selling more than 14,000 units
per day and around four million units per year. They have reached around 20 million Indians so far. Almost
80 percent of sales comes from e-commerce channels such as Amazon and Flipkart.
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1.4 Product hierarchy
1. Need family: It refers to the core need that underlines the existence of a product family.
(boAt Lifestyle comes under the Electronics Industry.)
2. Product family: It means all the product classes that can satisfy a core need with reasonable effectiveness.
(boAt Lifestyle belongs to Audio Electronics in the Electronic Industry.)
3. Product Class: It is a group of products within the product family recognized as having a functional
coherence. (boAt Lifestyle produces Wearable Audio electronics.)
4. Product Line: They are a group of products within a product category that are closely related because of
similar functions performed by the products. (Wearable Audio Electronics consist of Headphones.)
5. Product Type: It is the group of items within a product line that share one of several possible forms of the
product. (Headphones consist of Airdopes.)
6. Item: It is a distinct unit within a brand or a product line which is distinguishable. (boAt Airdopes 111.)
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1.5 Marketing mix
P1: Product
P2: Price
P3: Place
P4: Promotion
boAt (legal name "Imagine Marketing Services Pvt. Ltd.") is an India-based consumer electronics
brand established in 2015 that markets earphones, headphones stereos, travel chargers and premium rugged
cables. Imagine Marketing Services Private Limited, which does business as boAt is a Delhi-based startup,
incorporated in November 2013 by co-founders Sameer Ashok Mehta and Aman Gupta.
boAt started as a cable manufacturer and seller company but today it has expanded its catalogue. It now sells
a wide variety of fashionable electronic goods ranging from travel chargers and premium cables to
headphones, earphones, speakers. The company is steadily growing and extending its services to millions of
‘boAtheads’. Today, boAt is the world's 5th largest wearable brand along with India’s No.1 Earwear brand.
Some of its chief competitors in the market are as follows –
● JBL
● Mivi
● Noise
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Product in the Marketing mix of boAt:
The wide ranges of offerings which are available are discussed in the products of boAt marketing mix. The
company caters to almost all the segments a consumer can think of for wearable audio electronic products.
The range of boAt products starts from earphones, headphones stereos, travel chargers, premium rugged
cables,etc. These segments have further sub segments where different kinds of products are available which
are catering to the various segments of the customers. Consider the earphones, where there are a lot of
varieties which cater to the needs of the people of various segments depending on the choice of the
technology and the purse strength of the customers. The same thing applies to headphones and chargers. The
boAt company is continuously trying to make its product fashionable as well as durable which allows it to
stand out among the competitors. The company holds the distinction of being the first to make the cross
braided cable chargers. In the year 2015, the company took initial steps in this industry. Its products include
Airdopes- 1.boAt Airdopes 131 wireless earbuds, 2.boAt Airdopes 121 v2, 3.boAt Airdopes 402 wireless
earbuds, etc. and a varied range of Rockerz, Bassheads, Watches like 1.Rockerz 330, 255, 255 pro, 245 v2,
eyc. boAt’s on ear gives tough competition to Mivi, Noise and other top brand companies due to its ability to
have a complete chain of products. If you look at the product range of boAt, it is second to none. Thus, in the
marketing mix of boAt, you will find that product is the topmost advantage of the brand.
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Place in the Marketing mix of boAt:
boAt Lifestyle serves a huge market with online stores like its official website, Amazon and Flipkart and
offline stores with around 5,000 retail stores supported by 20-25 distributors. Its aim is rapid and fast growth
as it can only be achieved through globalisation. In order to sell its products, boAt has tied up with a number
of distributors who are given the responsibility of distributing the products efficiently and timely with
minimum fuss. In India, the company realised that it had to be as per the youth in order to capture the
market. boAt believes that innovation is the way to the consumers. So, the company keeps on bringing new
products in the market, which satisfy the consumer’s needs with more efficient technology. Expansion of the
customer base is one of the primary goals of the company. The company has performed fantastically in the
urban areas. Though the company has not been able to ruralize its reach, it is planning to expand
internationally in a few years. The company tied up with retailers for the direct sales of its products and
distributors for the channel sales. A policy of regional distribution is maintained and they follow the policy
of stock rotation. boAt products are available very easily at all the malls and supermarkets. Online shopping
for boAt products is also possible at every shopping site. It is known to be the most profitable because of the
product depth that boAt has. Excellent distributors and the company’s focus on supply chain are the two
reasons for the success of the place element in the marketing mix of boAt. The places of distribution for
booAt are through the local stores. This was the main strategy of the company. But with the passage of time
the advent of e-commerce, we find that the boAt products are sold through their own site and also other
ecommerce platforms. They are available all throughout the market and are a great way to showcase their
products. We find that boAt Lifestyle has tied with other companies outlets also. Sometimes we find their
products also on display in the outlets of other shops. Like the case of boAt x Lakme, we find that the boAt
products are on display with the Lakme model. Some mobile store outlets also have some boAt products.
The way they place their products shows that they make sure that all the products are available to the
customers. Either through the fingertips in the form of e-commerce or through the outlets where they have
the opportunity to check the products first hand.
9
Price in the Marketing mix of boAt:
boAt Lifestyle aims to target a lot of segments of people. They thus have a wide variety of products which
cater to the needs of the people. The products by boAt are priced not too high or not low. They are based
keeping in mind the pocket size of the customers. For headphones, there are products which are priced low
and these subsequently have low features. The headsets are priced at various prices also. The various
features of the products also decide the price which they charge. The same is the case with smartwatches.
The features justify the amount one needs to pay for the same. The Smartwatches are also a landmark for
boAt. It ventured into a lot of types of variety and the price of the following was fixed according to the
features and the demand of the customers. Thus, from the pricing strategy in the marketing mix of boAt, we
see that more prices are set by the company based on their competition. The pricing policy of boAt consists
of “cost plus fixed markup”. It means that the policy for pricing consists of cost of the product and a
reasonable profit. A special team has been appointed to research the market in a detailed manner. Here the
prices of its competitors are collected along with the consumer’s thoughts through extensive research. Every
factor is thoroughly analysed and after evaluating its own costing and the market research the actual price of
a product is determined. When the company launched its products in India for the first time, they were all of
high range but later; it has been able to lower the prices of the products. boAt Lifestyle has decided to follow
a policy of price competitiveness for the rural areas. In order to reach out to the rural base in every nook and
corner it has decided to reduce the prices as increase in volume will result in huge revenues and profits.
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Promotion in the Marketing mix of boAt:
boAt Lifestyle has always believed in the concept of promotional advertisement. It feels that a direct
communication with the consumer is necessary to sell its products and hence its advertisements can be seen
throughout the year in mostly magazines and all over the internet. The brand also gives special discounts to
retailers and distributors who advertise regularly and sell a large number of products. The advertisement is
the maximum for newly introduced products and for products which give high turnover like earphones and
headsets. In order to maintain its brand name, the company is accustomed to inviting famous personalities
from the field of entertainment and sports. boAt promotes its products through a combination of influencer
marketing and brand tie-ins with sports teams and public events. The company has done brand tie-ins with
sports franchises like cricket teams Chennai Super Kings and the Mumbai Indians. Additionally, boAt has
co-branded its audio devices with music events like Sunburn Festival and other large-scale events like the
Lakmé Fashion Week. boAt calls its brand influencers "boAtheads." Its brand influencers include Kartik
Aaryan, Kiara Advani, Diljit Dosanjh, AP Dhillon, Neha Kakkar, Hardik Pandya, Shreyas Iyer and many
others. The main belief of boAt is that they should connect directly with the customers, and therefore we
find that there are a lot of advertisements all throughout the year majorly through the internet. The
promotional strategy in the marketing mix focuses on strong brand awareness through all possible channels.
boAt mainly advertises the products which are a high turnover material and they make sure that more
customers are aware of the products and thus their sales are increased. They pick up the famous faces of the
country and they in due course make them the brand ambassador. This is one of the reasons for success
because people will directly relate to the products available to them. boAt also promotes their products
through the various sporting events where they become the sponsors of the team or the tournament. boAt
makes sure that the product is always in the mind of the probable customers and that they will consider their
company when they want to buy the product.
Hence, this covers the entire boAt marketing mix.
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Consumer Buying Behaviour
Consumer Buying Behaviour refers to the buying behaviour of the ultimate consumer. A firm needs to
analyse buying behaviour for a buyer’s reactions to a firm's marketing strategy has a great impact on the
firm’s success. The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies
(gives utility to) customers, therefore there is a need to analyse the what, where, when and how consumers
buy. Marketers can better predict how consumers will respond to marketing strategies.
Types of Consumer Buying Behaviour
Types of consumer buying behaviour are determined by:

● Level of Involvement in purchase decision. Importance and intensity of interest in a product in a
particular situation.
● The buyer's level of involvement determines why he/she is motivated to seek information about
certain products and brands but virtually ignores others.
High involvement purchases: High priced goods, products visible to others, and the higher the risk the higher
the involvement.
Types of risk:
● Personal risk
● Social risk
● Economic risk
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The four types of consumer buying behaviour are:

● Routine Response/Programmed Behaviour: Buying low involvement frequently purchased low cost
items; need very little search and decision effort; purchased almost automatically. Examples include
soft drinks, snack foods, milk etc.
● Limited Decision Making: Buying products occasionally. When you need to obtain information
about an unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of
time for information gathering. Examples include Clothes--know product class but not the brand.
● Extensive Decision Making/Complex: High involvement, unfamiliar, expensive and/or infrequently
bought products. High degree of economic/performance/psychological risk. Examples include cars,
homes, computers, education. Spend a lot of time seeking information and deciding. Information
from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the
buying process.
● Impulse buying, no conscious planning.
The purchase of the same product does not always elicit the same buying behaviour.
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1.6 Vision & Mission
A vision is a vivid mental image of what you want your business to be at some point in the future, based on
your goals and aspirations. Having a vision will give your business a clear focus, and can stop you heading
in the wrong direction.
A mission statement is a concise explanation of the organisation's reason for existence. It describes the
organisation's purpose and its overall intention. The mission statement supports the vision and serves to
communicate purpose and direction to employees, customers, vendors and other stakeholders.
Aman Gupta and Sameer Mehta, realised the massive gaps in the audio and wearable market of India and
hence founded boAt with the vision of making fashion meet the world of consumer electronics. The
company terms itself as a lifestyle brand that deals in fashionable consumer electronics. boAt Lifestyle was
started with the sole aim of bringing affordable, durable, and more importantly, 'fashionable' audio products
and accessories to millennials.
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1.7 Competitors
1. JBL
JBL is an American company that manufactures audio hardware, including loudspeakers and headphones.
JBL serves the consumer home and professional market. The professional market includes studios,
installed/tour/portable sound, cars, music production, DJ, cinema markets, etc. JBL is owned by Harman
International.
JBL was founded by James Bullough Lansing (1902–1949), an American audio engineer and loudspeaker
designer best known for establishing two audio companies that bear his name, Altec Lansing and JBL, the
latter taken from his initials.
15
2. NOISE
Noise is an Indian wearables company headquartered in Gurugram. Noise markets itself as "Made in India".
Noise is one of the leading companies in the smartwatch market in India as of March 2022 and ranked
among top 5 brands in India in wireless earphones. Noise is a.k.a GoNoise.
Noise was founded by Amit Khatri & Gaurav Khatri in 2014. It started by making cases and accessories for
smartphones. Soon, they expanded into wearable technology by launching their first earbuds, Noise SHOTS
in 2016 via online sellers like Amazon and Flipkart.
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3. Mivi
Mivi is an Indian company headquartered in Hyderabad. Midhula and Viswanadh, a husband and wife team,
founded the company in 2015. Viswanadh had worked in an electronic export company in the United States,
so he was familiar with the field. His wife, who worked for a software company, also assisted him.
Viswanadh was well aware of India’s electronic sector’s shortcomings. At the same time, he noticed that the
Indian market is becoming increasingly flooded with Chinese brands. As a result, he founded the company
to make affordable, high-quality electronic products available to Indians.
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4. Oppo
Guangdong Oppo Mobile Telecommunications Corp.Ltd, doing business as OPPO, is a Chinese consumer
electronics and mobile communications company headquartered in Dongguan, Guangdong. Its major
product lines include smartphones, smart devices, audio devices, power banks, and other electronic products.
The brand name "Oppo" was registered in China in 2001 and launched in 2004. Since then, the company has
expanded to 50 countries. In June 2016, OPPO became the largest smartphone manufacturer in China,
selling its phones at more than 200,000 retail outlets.OPPO was the top smartphone brand in China in 2019
and was ranked No. 5, in market share, worldwide.
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1.8 SWOT Analysis
SWOT stands for Strengths, Weaknesses, Opportunities, and Threats, and so a SWOT analysis is a technique
for assessing these four aspects of your business. SWOT Analysis is a tool that can help you to analyse what
your company does best right now, and to devise a successful strategy for the future.
In a SWOT analysis - strengths and weaknesses are within the organisation (internal), whilst opportunities and threats
are outside the organisation (external). Management should be able to identify and list the strengths, weaknesses,
opportunities and threats seen within the internal and external of the business. A SWOT analysis of the company
should be conducted within every 3-6 months in order for the business to know who their competitors are, what their
strengths and weaknesses of the business are in order to strengthen those weaknesses and use their strengths to their
advantage. As well as updating the products and the company as a whole in order for it to be successful.
It is recommended that a SWOT is conducted every 3-6 months and this will not only benefit the business in a more
efficient way, but the business will find it easier to target the strengths, weaknesses, opportunities and threats and will
be able to act on them quicker.
19
STRENGTHS 1. Consumer-first approach and improvisations.

2. Portrayal as a lifestyle brand.
3. Continuously expanding catalogue .
4. Right targeting- reckoned itself as a
millennials' brand.
5. Online marketing- mostly run their campaigns
on Facebook and other social media networks.
WEAKNESSES 1. Competitors can offer similar products

quickly.
2. Number of complaints about quick battery
drain.
OPPORTUNITIES 1. Recognition across India through the famous

and now-a-days the most
talked- TV reality show ‘Shark Tank India.’
2. Affiliate relations with related distributors.
3. Competitors helping in the adaptation of the
new product.
THREATS 1. Products already sold by major competitors.

2. Rivalry within the Industry.
20
1.9 Brand Ambassadors
boAt lifestyles are reckoned as millennials’ brands. The company provides stylish and affordable products
that attract the youth. Also, the brand ambassadors are all young faces. Much of the buzz boAt has picked up
can be attributed to its brand ambassadors who represent India’s most-followed passions (and obsessions) -
Bollywood and cricket.
The company even develops products specifically for young people. For instance, Sports Earphones and
Bluetooth Speakers have caught the fancy of India’s increasingly fitness-focussed millennials. Consumers
pick and choose accessories that fit in their workouts, trails, hikes, basically their lifestyle.
boAt promotes its products through a combination of influencer marketing and brand tie-ins with sports
teams and public events. The company has done brand tie-ins with sports franchises like cricket teams
Chennai Super Kings and the Mumbai Indians. Additionally, boAt has co-branded its audio devices with
music events like Sunburn Festival and other large-scale events like the Lakmé Fashion Week.
boAt calls its brand influencers "boAtheads." Its brand influencers include Kartik Aaryan, Kiara Advani,
Diljit Dosanjh, AP Dhillon, Neha Kakkar, Hardik Pandya, Shreyas Iyer and many others.
21
1.10 Awards and Recognitions

boAt was awarded and recognized on numerous occasions by a list of organisations, here's a look at some of
the most prominent awards and recognition of the brand:
● The company was declared as the "number 1 brand for truly wireless and ear wear in India in 2020"
● It was noted as the "5th largest wearable brand in the world in 2020"
● boAt boasts of being the official audio partner for 6 Indian Premier League (IPL) teams in 2021
● It has partnered with a wide range of celebrities and cricketers from Hardik Pandya to Diljit Dosanjh
and Jacqueline Fernandez.
1.11 Road Ahead
Most of the boAt’s products are still manufactured in China – A tricky proposition for a home-grown brand.
The co-founder says it’s not possible to move the supply chain overnight but they will definitely move the
supply chain as they are going forward.
The chargers and cables are already made-in-India. Sameer Mehta, CEO of boAT says, they have set an
R&D team in Bangalore, and over the next two to three quarters, we will see some products of boAt made in
India.
22
Chapter 2: Research design
2.1 Introduction
2.2 Objectives
2.3 Data collection
2.4 Sampling techniques
2.5 Tools for analysis
2.6 Scope and limitations of the study
23
2.1 Introduction
A research design is a comprehensive plan guiding researchers to achieve its objectives. It is a detailed
blueprint of the research. It details the procedures necessary for obtaining the information needed to
structure or solve research problems. Research design is the adhoc plan, structure and significant strategy of
exploration apprehended so as to acquire solutions to research problems and to control any discrepancy or
any variance. It is the specification of certain methods and procedures for getting the information needed.
It is an overall operational framework of the project that stipulates what information is to be gathered, from
which all informants and by using what methods and procedures. Thus, a research design can be expressed
as a blueprint, plot, guide or outline for gratifying research objectives.
Research design is needed because it eases the glib sailing of the research options ; thereby creating research
as effectively as possible generating maximal information with minimal expenditure of effort, time and
money. Just for better, economical and pretty construction of a house, we need a blueprint (or what is
commonly called the chart or plot of the house) well thought out and prepared by an expert architect,
similarly we need research design or a plan in advance of data collection and analysis for our research study.
In this chapter following elements of research design are discussed at length.
2.2 Objectives
2.3 Data Collection
2.4 Sampling Techniques
2.5 Tools for Analysis
2.6 Scope and Limitations of the Study
24
2.2 Objectives
Objectives are very significant elements in any research. Objectives aid in determining the likelihood of
conducting the research. Generally the aim of any research is to confirm the reliability of existing knowledge
and to find the deviation of existing knowledge i.e. to contribute the new knowledge in the existing one.
Before conducting the research it is necessary to recognize the research objectives as it evades the waste of
time and efforts in future stages. Research objectives must be obviously identifiable. Objectives act as the
guiding principles for conducting the research. By stating the list of objectives, researchers actually
endeavour at fixing the frame of research.
Objectives of the Present study:

The present research study serves the following purposes:
● To understand the consumer preference and satisfaction towards boAt products.
● To analyse the price factors of different boAt products based on consumer preference.
● To develop an intelligent appreciation of modern marketing practices.
25
2.3 Sources / Methods of Data Collection
Data is the quantification of tangible and intangible facts. Data are separate pieces of information, usually
arranged in a special way. Austerely speaking data is the plural of datum, a single piece of information. In
practice, however, people use data as both the singular as well as plural form of the word. Data are bare
facts. When data are processed, organised, structured or presented in a given milieu so as to make them
useful, they are called information. It is not adequate to have data (such as statistics on the economy). Data
in themselves are not so useful. But when these data are interpreted and processed to determine their true
meaning, they are converted to useful elements in research and can be called information.
Primary data are generally expended in those cases where the secondary data do not deliver an adequate
basis for analysis. In some sure cases both primary as well as secondary data may be used. The reason why
secondary data is being increasingly used is that published statistics are now accessible covering various
fields so that an investigator seeks required data readily available to him in a number of cases. Primary data
is the data collected by the researchers themselves, i.e Interview, Observation, Action research, Case studies,
Life histories, Questionnaires, Ethnographic research or Longitudinal studies.
Secondary data is usually used for problem identification and at formulation stage. It is needed for
formulation of hypotheses. It can also be helpful in designing questionnaires. It may be needed to validate
results of the current investigation. Various sources of secondary data are: Published surveys of markets.
(general library research sources), Government publication and reports, All advertising media, particularly
newspaper, magazines, trade journals etc., Trade association and other technical and professional groups,
Specialised research and foundation organisations, Universities, Specialised markets intelligence services
such as advertising agencies, market research firms, stock exchanges, commodity exchange, banks.,
Specialised libraries, Internal sources such as sales and purchases records, salesman’s report, sales order,
customer complaints and other records and registers and Internet.
Data Collection for the Present Study

For achieving the objectives of the present study, a structured questionnaire was prepared and 100
respondents were asked to fill the same. Respondents here were people of Ulhasnagar. Secondary data was
collected through various sources which include interviews, magazines, websites and social media platforms.
The details of the same are mentioned in the bibliography.
26
2.4 Sampling Techniques
Sampling may be defined as the selection of some part of a collective or totality based on which a judgement
or implication about aggregate or totality is made. In other words, it is the procedure of gaining information
about an entire population by examining only a part of it. In most of the research studies and surveys, the
usual approach occurs to be to make generalisation or to draw corollaries based on samples about the
parameters of population from which the samples are taken.
Non Probability Sampling Methods:
Non-probability sampling methods are called so because each element in the population does not have an
equivalent chance of being composed in the sample. The major forms of nonprobability samples are
convenient sampling, judgement and purposive sampling, quota sampling and snowball sampling. In
convenience sampling, the researcher simply reaches out and picks up the cases that fall to hand, continuing
the process till such time as the sample obtains a wanted size. It is used to find the data rapidly and easily. It
may include a casual pool of friends and neighbours, employees at workplace etc. In judgement and
purposive sampling, specialists and experts in the field are consulted or researcher will
exercise judgement and appropriate strategy to handpick the right cases to be included in the sample and thus
develop samples that are satisfactory in relation to one‘s research needs.
Another type of non-probability sampling method is Quota Sampling. The basic objective of quota sampling
is the selection of the sample that is an imitation of the ‘population’ with the respect to which one would
desire to generalise. In snowball sampling, each and every respondent will also act as reference to other
respondents. That is every respondent will identify one or more respondents having the same characteristics
as him or her. It is commonly employed when subjects are hard to locate.
27
Probability Sampling Methods:
In the probability sampling method, each element in the sample determined gets an equal chance of being
selected as a sampling element. Different probability sampling methods are Simple Random, Systematic
Random, Stratified, Cluster and Multistage Sampling. Simple random sampling is, in a sense, the basic
refrain of all scientific sampling. It is a primary probability sampling method. A process that not only gives
to each element in the population an equivalent chance of being included in the sample but also makes the
selection of each possible combination of cases in the preferred size, equally likely, selects a simple random
sample. The Systematic Random sampling is for all practical purposes, an estimate of simple random
sampling. In stratified random sampling the population is first divided into a number of strata. Such strata
may be based on a single criterion. (eg. Educational level, yielding a number of strata corresponding to the
different levels of educational attainment) or on a combination or more criteria (eg. Age and sex). In
stratified random sampling, a simple random sample is taken from every strata and sub samples are brought
together to form the total sample. In cluster sampling, the researcher firstly samples out from the population,
certain large groupings, i.e “cluster”. A cluster is a collection of heterogeneous subjects representing
population. These clusters may be city-wise, households, or even several geographical or social units. The
sampling of clusters from the population is done by simple or stratified random sampling techniques. Last
but not the least, multistage sampling denotes sampling plans where the sampling is carried out in stages
using smaller and smaller sampling units at every stage.
Sampling Plan for the Present Study:
For the present study, Simple Random Sampling method was used to collect the data from 100 people of
Ulhasnagar.
28
Area of Study: Ulhasnagar
Ulhasnagar is a town located in the Thane district of Maharashtra state in Konkan division, located about 55
km from Chhatrapati Shivaji Maharaj Terminus railway station. This city is part of Mumbai Metropolitan
Region managed by MMRDA. It had an estimated population of 506,098 at the 2011 Census. Ulhasnagar is
a municipal town and the headquarters of the Tahsil bearing the same name. It is a railway station on the
Mumbai-Pune route of the Central Railway zone.1 The Governor-general of India, C. Rajagopalachari
named the town Ulhasnagar and he also laid the foundation stone on 8 August 1949 for the township. Not
actually, it was called Ulhasnagar, because of its close proximity to Ulhas Plateau and its valley.
Ulhasnagar, a colony of migrants in the aftermath of the Partition of India (1947), is 61 years old. Situated
58 km from Mumbai, the once-barren land has developed into an urban town of Thane district.
The town covers an area of 13 square kilometres and is divided into 285 blocks. It is a centre for the
production of rayon silk, dyes, ready-made garments, electrical / electronic appliances & confectionaries.
The total length of existing Roads & Streets in the town measures 352 kilometres. The town is served by
underground & open-surface drainage, night soil being disposed of by septic tank latrines. The town gets a
protected water supply through MIDC. Sanctioned Water Quota at various tapping points is 112 MLD.
Fire-fighting service is also available in the town. 60 private hospitals with a total bed- strength of 840 beds
3 Government hospitals with total bed-strength of 356 beds, 255 dispensaries / clinics, 100 RMP and a
family planning centre cater to the curative and preventive health needs of the town population.
Ulhasnagar has a number of small businesses manufacturing denim. Some of the manufacturers export jeans
worldwide from Ulhasnagar.The city is also known for its furniture market, cloth market and electronic
market. Apart from this Ulhasnagar has various small scale manufacturing units which produce
confectionery, textile weaving, furniture, printing press, etc.
29
Educational facilities are provided by 129 primary schools, 56 secondary schools, 9 higher secondary
schools, 3 colleges and 2 technical colleges. According to the 2011 Census of India, Ulhasnagar had a
population of 506,098. Ulhasnagar is the 22nd biggest city in Maharashtra and 88th in the country. Males
constituted 53% of the population and females 47%..Among minority languages, Sindhi is spoken by
34.47% of the population and Marathi by 19.63%.Due to the large Sindhi population, the area has earned the
moniker USA referring to the Ulhasnagar Sindhi Association.
2.5 Tools for Analysis
The purpose of analysis of data is to acquire usable and useful information. Data analysis is the process of
reckoning of certain parameters along with identification of relationship patterns that may exist among data
groups. This analysis gives a valid conclusion only if the relationship pattern stands the statistical test of
significance. The analysis irrespective of whether the data is qualitative or quantitative may:
1. Describe and summarise the data
2. Identify relationships between variables
3. Compare variables
4. Identify the difference between variables
5. Forecast outcomes
Data analysis helps to summarise large masses of data into better comprehensible and simple meaningful
form. Such kind of lessening of data with statistical help can be further reused to lessen complexity. Data
analysis makes description probable with the help of numbers averages, percentages, means, standard
deviation, etc. Exact relation between two variables can be sharply stated. Analysis aids the research to pull
reliable inferences of the situation that have not been measured in full. Such inferences give answers to
many possible questions in research.
Analysis also helps in prediction, further estimation and generalisation from the result of sample survey. Due
to inference drawn with the help of statistical tools further evaluation and estimation is likely. Inferential
data can be utilised to evaluate, understand and draw relationships between some variables. Such
identification of factors helps in analysing and demonstrating hypotheses.
30
2.6 Scope and Limitations of the Study
Scope of Study:
The study throws light on the satisfaction of customers towards boAt electronics.
Following points suggests the scope of study:
Customer satisfaction – Basic Concepts.
Factors influencing the customers to purchase the products.
Problems faced by the customers in the products.
Recommendations for improvement.
Limitations of Study:
The present research has certain limitations which are listed as follows:
For finding the satisfaction of customers toward boAt electronics, only 100 respondents have been asked to
fill the questionnaire. Sample Size for the surveys is limited.
31
Chapter 3: Review of Literature
3.1 Introduction
3.2 Literature review
3.3 Gap Analysis
3.1 Introduction:
Customer satisfaction is a term frequently used in marketing. It is a measure of how products and services
supplied by a company meet or surpass customer expectations. Customer satisfaction is defined as "the
number of customers, or percentage of total customers, whose reported experience with a firm, its products,
or its services (ratings) exceeds specified satisfaction goals."
Customers play an important role and are essential in keeping a product or service relevant; it is, therefore,
in the best interest of the business to ensure customer satisfaction and build customer loyalty.
The Marketing Accountability Standards Board (MASB) endorses the definitions, purposes, and measures
that appear in Marketing Metrics as part of its ongoing Common Language in Marketing Project. In a survey
of nearly 200 senior marketing managers, 71 percent responded that they found a customer satisfaction
metric very useful in managing and monitoring their businesses. Customer satisfaction is viewed as a key
performance indicator within business and is often part of a Balanced Scorecard. In a competitive
marketplace where businesses compete for customers, customer satisfaction is seen as a major differentiator
and increasingly has become an important element of business strategy.
32
3.2 Literature review:
Customer reviews explaining their satisfaction towards various boAt products.
● Suryansh on Amazon wrote: Very awesome sound quality and base, Battery life is very long, using it
from the past 3 days, no issue in anything. perfect headphone under 2000 Rs. Bluetooth connectivity
is very fast, and the range of Bluetooth is very long. It has a very good cover for protection.
● James G on Amazon wrote: I got this delivered last week and since then I have been using it daily
and the battery life is just so perfect. The cushion is so soft and comfortable that even after hours of
use there is no feeling of uneasiness. It comes with micro USB charging cable and also an AUX
cable so if you want to use it as a wired headphone you can. The audio quality is perfect and gives a
premium output. If you are looking for headphones and your budget is upto 2K I guess this would be
a perfect match for it.
● Jaydeep Vadgama for boAt Stone 1000 14W Bluetooth Speaker: Sound Quality 10/10, Bass 10/10,
Durability 10/10. It's a beast of BASS. It's smart when you disconnect your Bluetooth from your
phone, it will automatically switch off so you don't have to worry about it to save battery. Its loud,
very loud sound provides you with a clean sound. Talk about the bass. I think it's the perfect choice if
you are a bass lover. You can set equalisers from your phone for high quality sound. Battery provides
me more than 10hrs of backup normally. It's a very good product at a very reasonable price in a
market where JBL, SONY are costly compared to this speaker.
● Technosports.co.in in their reviews section wrote: The boAt Rockerz 195 Bluetooth neckband has a
flexible design and is very lightweight. The neck rest portion of the neckband is flexible. The overall
built quality of the neckband is very good and there is no such thing to worry about once you wear it.
3.3 Gap Analysis:
Various researches have been conducted on the success of boAt Lifestyle. Most of these studies are focused
on sales, revenue, stores, etc. No studies have been conducted on the satisfaction of customers. Considering
this gap, present study is undertaken.
33
Chapter 4: Data collection and Analysis
Analysis and Interpretation
The data collection method means the various sources from where the data has been collected by the
researcher. There are several methods for collection of data, especially in surveys and descriptive research.
As during data collection for descriptive research, the primary data is collected from the respondents through
direct communication or through personal interviews. For the purpose of the research, the primary data was
collected through a close ended structured questionnaire which was designed pre hand and an online survey
was done using Google forms. Online survey was the most feasible form as the data was to be collected from
a varied population in a short period of time. Survey was answered by respondents of Ulhasnagar. Close
ended questionnaire method is the most feasible method of data collection as a fixed set of questions is
prepared and surveyed. Therefore, uniform observations were obtained through the survey.
34
Tables showing the analysis
Table 4.1: Age of respondents
Age Responses Percentage
10 - 20 47 47
20 - 30 32 32
30 - 40 13 13
40 - 50 3 3
50 - 60 5 5
Total 100 100
Graph 4.1: Age of Respondents
It is observed that 47% of respondents belong to the age group of 10-20 years, 32% belong to the age group
of 20-30 years of age, 13% are in the age group of 30-40 years, 3% are of 40-50 years and 5% are in the age
group of 50-60 years.
35
Table 4.2: Gender of respondents
Gender Responses Percentage
38 38
Male
62 62
Female
Total 100 100
Graph 4.2: Gender of respondents
In the present study, the Female respondents contribute to 62% whereas, Male Respondents contribute to
38%.
36
Table 4.3: Occupation of Respondents
Occupation Responses Percentage
Student 55 55
Business 14 14
Employed 20 20
Unemployed 11 11
Total 100 100
Graph 4.3: Occupation of Respondents
It is observed that 55% of people are students, 14% belong to Business, 20% are employed and 11% are
unemployed.
37
Table 4.4: Headphone brand owned by the Respondents
Headphones owned by the Responses Percentage

respondents
boAt 44 44
JBL 14 14
Noise 12 12
Mivi 9 9
Other 16 16
None 5 5
Total 100 100
Graph 4.4: Headphone brand owned by the Respondents
It is observed that 44% people own boAt headphones, 14% own JBL, 12% own headphones from Noise, 9%
own Mivi, 16% people own headphones from other brands which include brands like Sony, Realme, Mi,
KDM, Oppo and Oneplus and 5% people do not own any headphone.
38
Table 4.5: Headphone brand preferred by the Respondents
Headphone brand preferred by Responses Percentage

respondents
Earbuds 25 25
Airdopes 18 18
Headset 24 24
Neckband/ Collar 19 19
Normal wired earphones 14 14
Total 100 100
Graph 4.5: Headphone brands preferred by the Respondents
It is observed that 25% respondents prefer earbuds, 18% prefer airdopes, 24% prefer headset, 19% prefer
neckband/ collar and the rest 14% prefer the normal wired earphones.
39
Table 4.6: Who influenced more with the buying decision
Who influenced more with the Responses Percentage

buying decision
Self 58 58
Family members 18 18
Friends and Relatives 18 18
Social media influencers 6 6
Total 100 100
Graph 4.6: Who influenced more with the buying decision
It is observed that 58% respondents were self influenced, 18% people were influenced by family members,
another 18% were influenced by their friends and relatives and only 6% were influenced by the social media
influencers.
40
Table 4.7: What attracted you the most while buying the headphones
Most attractive feature Responses Percentage
Brand Image 14 14
Price 5 5
Style and Look 14 14
Quality 35 35
HD Sound 28 28
Long Range 3 3
Don’t own headphones 1 1
Total 100 100
Graph 4.7: What attracted you the most while buying the headphones
It is observed that 14% respondents were attracted towards the brand image, 5% people were attracted
towards the price, 14% people were attracted towards the style and look, Quality attracted 35% people, 28%
people were attracted by the HD Sound, Long range attracted 3% people while the rest 1% do not own any
headphone.
41
Table 4.8: Impact of advertising on brand selection
Any impact of advertising on Responses Percentage

brand selection
Yes 88 88
No 12 12
Total 100 100
Graph 4.8: Impact of advertising on brand selection
It is observed that 88% people think there is an impact of advertising on brand selection and the rest 12%
think that there is no impact.
42
Table 4.9: Buying a branded headphone makes any difference
Buying a branded headphone Responses Percentage

makes any difference
Yes 67 67
No 5 5
Maybe 28 28
Total 100 100
Graph 4.9: Buying a branded headphone makes any difference
It is observed that 67% respondents think that buying a branded headphone does make a difference, 28%
think that it may or may not make any difference and the rest 5% think that it makes no difference.
43
Table 4.10: Smartwatch brand owned by the respondents
Smartwatch owned by the Responses Total

respondents
boAt 36 36
Samsung 20 20
Apple 16 16
Mi 12 12
Other 5 5
None 11 11
Total 100 100
Graph 4.10: Smartwatch brand owned by the respondents
It is observed that 36% of people own boAt smartwatch, 20% own Samsung smartwatch, 16% own
smartwatch from Apple, 12% own Mi smartwatch, 5% people own smartwatch from other brands which
include brands like Noise and Titan and 11% people do not own any headphone.
44
Table 4.11: Style and Look of smartwatch
Does the style & look of the Responses Percentage

smartwatch matter
Yes 97 97
No 3 3
Total 100 100
Graph 4.11: Style and Look of smartwatch
It is observed that 97% think that the style and look of the smartwatch matters while the rest 3% feel
otherwise.
45
Table 4.12: Location of purchase of smartwatch
Location of purchase of Responses Percentage

smartwatch
Shopping mall 25 25
Retail outlet 16 16
Online store 59 59
Total 100 100
Graph 4.12: Location of purchase of smartwatch
It is observed that 25% respondents purchased the smartwatch from a shopping mall, 16% bought it from a
retail outlet and the rest 59% made online purchases.
46
Table 4.13: Time period of usage of smartwatch
Time period of usage of Responses Percentage

smartwatch
Less than a year 42 42
1-2 years 34 34
2-3 years 16 16
3-4 years 5 5
4 years or more 3 3
Total 100 100
Graph 4.13: Time period of usage of smartwatch
It is observed that 42% respondents have started using smartwatch recently, 34% people are using it between
the time period of 1-2 years, 16% are using it between 2-3 years, 5% are using it since 3-4 years and the rest
3% are using it for 4 years or more.
47
Table 4.14: Number of boAt products owned by the respondents
Number of boAt products Responses Percentage

1 53 53
2 30 30
>3 17 17
Total 100 100
Graph 4.14: Number of boAt products owned by the respondents
It is observed that 53% respondents own 1 product from boAt, 30% people own 2 products and the rest 17%
own 3 or more than 3 boAt products.
48
Table 4.15: Satisfaction rate of respondents
Satisfaction rate of respondents Responses Percentage
1 0 0
2 0 0
3 2 2
4 15 15
5 39 39
6 32 32
7 12 12
Total 100 100
49
Graph 4.15: Satisfaction rate of respondents
( with 1 labelled as not at all satisfied and 7 labelled as perfectly satisfied.)
It is observed that 0% respondents gave 1 or 2 ratings, 2% people rated their satisfaction 3 out of 7, 15%
people gave 4 rating, 39% people rated their satisfaction 5 out of 7, 32% gave 6 rating and the rest 12% are
perfectly satisfied with the products.
50
Table 4.16: Problems faced by respondents in the products
Problems faced by respondents Responses Percentage

in the products
Bad sound quality 8 8
Static sound 15 15
Poor connectivity issues 28 28
Battery drain 36 36
Lost data 4 4
Touch screen problems 16 16
Fitting issue 1 1
Physical body easily damaged 1 1
Wear and tear 1 1
None 13 13
Total 100 100
51
Graph 4.16: Problems faced by respondents in the products
It is observed that 8% respondents faced bad sound quality, 15% people had the problem of static sound,
28% people had poor connectivity issue, 36% people faced the battery drain problem, 4% people lost their
data, 16% people faced touch screen problems, 1% faced a fitting issue, 1% faced the issue of physical body
damaged easily, 1% faced the wear and tear problem and 13% people faced no problems.
52
Table 4.17: After sales service rate
After sales service rate Responses Percentage
1 0 0
2 1 1
3 4 4
4 10 10
5 28 28
6 34 34
7 16 16
8 7 7
Total 100 100
53
Graph 4.17: After sales service rate
(with 1 labelled terrible and 8 labelled excellent.)
It is observed that 0% respondents gave 1 rating, 1% gave 2 rating, 3% people gave 3 rating, 10% people
gave 4 rating, 28% people gave 5 rating, 34% people rated the after sales service 6 out of 8, 16% people
rated 7 and the rest 7% people rated it 8 out of 8.
54
Table 4.18: Shift to another brand if better services are provided
Shift to another brand if better Responses Percentage

services are provided
Yes 86 86
No 14 14
Total 100 100
Graph 4.18: Would people shift to another brand if better services are provided
It is observed that 86%people would shift to another brand if better services are provided whereas 14%
people would not shift and would stay loyal to the brand.
55
Table 4.19: Recommend friends and relatives to buy boAt products
Recommend friends and Responses Percentage

relatives to buy boAt products
Yes 95 95
No 5 5
Total 100 100
Graph 4.19: Recommend friends and relatives to buy boAt products
It is observed that 95% of respondents would recommend their friends and relatives to buy boAt products
while the rest 5% would not.
56
FINDINGS
For achieving the objectives of the present study, a structured questionnaire was prepared and 100
respondents were asked to fill the same. Respondents here were people of Ulhasnagar. Secondary data was
collected through various sources which include interviews, magazines, websites and social media platforms.
The findings of the primary data are as follows:
● There are many brands in the market like boAt, JBL, Noise, Samsung, Mivi and many others. The
top most market holders are boAt, followed by JBL and Noise.
● Quality of the product is the most important attribute for most of the respondents, followed by HD
Sound, Style and look and Brand image.
● According to the respondents, boAt has the biggest market for headphones.
● According to the respondents, Quality and HD sound of the headphones matters the most.
● Most of the buyers were self influenced.
● Branded headphones have a greater market compared to non-branded headphones.
● According to the respondents, the most popular smartwatch brands are boAt, Samsung and Apple
followed by others, the style and looks matter to the customers.
● Smartwatches are mostly bought from online stores followed by shopping malls. Retail outlets are
still rising with their sales.
● boAt customers majorly are satisfied with their products and have rated the after sales service
provided by boAt 5-6 points on 8.
● Maximum customers have a mentality to shift towards a brand providing better products and
services.
57
Chapter 5: Conclusions and Suggestions
Conclusion:
Technology has advanced to such a level that we are surrounded by some of the greatest inventions of
humankind. We are surrounded by electronic devices from smartwatches, to wireless speakers to wireless
earbuds and all of these are keeping us busy with their services. Music is something that soothes our soul, so
there is hardly anyone who doesn’t like listening to music. It becomes even better when you’re travelling
alone, nothing can beat the feeling of having music as your companion.
In this case, headsets and earphones are mandatory so that you could listen to your favourite tracks without
being a hindrance to others. The demand for headphones and earbuds has increased at an immense level in
the last few years. So much that we will always find a person holding one of the equipment, all the time.
There are various companies that provide all types of headphones, speakers, etc. Among them, one of the
most famous ones in India is the company called ‘boAt’.
My study says, boAt started off as a company selling problem solving products but with time and previous
experience, the co-founders started their own products. Their first product was earphones called ‘Bassheads’.
With time, they introduced more products to the market.
According to the survey conducted by me, boAt has a good reputation in the market. In the current market
scenario, the competition in this sector is pretty good, so as to remain in competition all companies have to
develop in terms of customer satisfaction and other features. boAt is good at what it provides to its
customers but it obviously needs to improve itself continuously. According to the survey, the second most
popular brand for headphones is JBL and for smartwatch it is Samsung. boAt needs to improve in the
innovations and launch the best quality products in the market to compete with the competitors and stay
ahead of them at all times.
Consumer satisfaction is a really important field in today’s market. It is very important for companies to
satisfy their customers with all their wants and demands. It is really necessary for them to understand their
customer’s desires and provide them with the same. Thus, any brand for it to stay at the top and have a good
market share, needs to satisfy its customers. boAt surely satisfies a lot of customers and has a pretty good
market share but to always stay at the top, it needs to work on the problems faced by the customers and
provide them with better products and services.
58
Suggestions:
● From the survey I found that the majority of the people don’t purchase products from retail stores and
major purchases are from online stores. So, focusing more on the online stores sales would help the
company get more customers.
● The major issues that people have faced in the products are battery drain and poor connectivity
issues. So, the company should focus on these issues and provide better products for its customers.
● They should work on extending the warranty for their products.
● Working on increasing the range for bluetooth connectivity products will benefit them as this is
again a problem faced by many people.
● Should consider reducing the price as we Indians love anything that is cheap but provides many
quality services.
Customers are now very choosy in buying the product and it is important for the company to make loyal
customers of their brand. So as to achieve the most market share and remain in the minds of the customers,
for having a positive word of mouth and to increase their overall growth, boAt needs to figure out what is
inside the minds of the people and has to work accordingly for the profit of their own as well as the
customers.
59
Reference/ Bibliography
● https://golden.com/wiki/BoAt_(company)-9MR3
● https://www.analyticssteps.com/blogs/success-story-boat
● https://startuptalky.com/boat-case-study/
60
Annexure
Questionnaire
Form name: Customer satisfaction survey towards Boat electronics
Q1. Name of the respondent
Q2. Age of the respondent
Q3. Gender of the respondent
A. Female
B. Male
Q4. Occupation of the respondent
A. Student
B. Business
C. Employed
D. Unemployed
Q5. Which brand of Headphones do you own?
A. Boat
B. JBL
C. Noise
D. Mivi
E. Other
61
Q6. What type of headphones do you prefer?
A. Earbuds
B. Airdopes
C. Headset
D. Neck band/ Collar
E. Normal wired earphones
Q7. Who influenced you more with your buying decision?
A. Self
B. Family members
C. Friends & Relatives
D. Social media influencers
Q8. What attracted you the most while buying the headphones?
A. Brand Image
B. Price
C. Style & Look
D. Quality
E. HD Sound
F. Long range
G. Other
Q9. Is there any impact of advertising on brand selection?
A. Yes
B. No
62
Q10. Does buying a branded headphone make any difference?
A. Yes
B. No
C. Maybe
Q11. What brand of smartwatch do you own?
A. Boat
B. Samsung
C. Apple
D. Mi
E. Other
Q12. Does the style & look of the smartwatch matter?
A. Yes
B. No
Q13. Where did you buy the smartwatch?
A. Shopping mall
B. Retail outlet
C. Online store
Q14. Since when are you using the smartwatch?
A. Less than a year

B. 1-2 years
C. 2-3 years
D. 3-4 years
E. 4 years or more
63
Q15. How many Boat products do you own?
A. 1
B. 2
C. > 3
Q16. How satisfied are you with the products?
A. 1 (not at all)
B. 2
C. 3
D. 4
E. 5
F. 6
G. 7 (perfectly)
Q17. Problems faced by you in the products
A. Bad sound quality

B. Static sound
C. Poor connectivity issues
D. Battery drain
E. Lost data
F. Touch screen problems
G. Other
64
Q18. Rate the after sales services
A. 1 (terrible)
B. 2
C. 3
D. 4
E. 5
F. 6
G. 7
H. 8 (excellent)
Q19. If any other brand provides better services, would you shift to that brand?
A. Yes
B. No
Q20. Would you recommend your friends and relatives to buy Boat products?
A. Yes
B. No
Q21. Your thoughts on your preferable headphone brand.
Number of responses: 100 responses.
65
Map of Area of study
66

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A

“A STUDY ON CUSTOMER SATISFACTION TOWARDS

DEPARTMENT: BACHELOR OF MANAGEMENT STUDIES

SMT. CHANDIBAI HIMATHMAL MANSUKHANI COLLEGE

A PROJECT SUBMITTED TO UNIVERSITY OF MUMBAI FOR

ACADEMIC YEAR 2021-2022

Ms. Roshni Vlecha

Date of submission: 22nd March, 2022

Ms. Shamdasani Keerti Anil Muskan

Date of Submission: 22nd March, 2022

This Research Project on “A Study on Investors’ Perspectives on Investor Protection

Place : Ulhasnagar Date: _______________

Place : Ulhasnagar Date: _______________

I am also thankful to Mr. Sunil Lalchandani, Head –Department of Management Studies

A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good,

• Chapter 2 covers the Objectives, Sources / Methods of Data Collection, Sampling

No 1. Content Page No.

4. Chapter 3: Review of Literature 32

5. Chapter 4: Data collection and Analysis 34

6. Chapter 5: Conclusions and Suggestions 58

Table No. Title Page No.

4.1 Age of respondents 35

4.2 Gender of respondents 36

4.3 Occupation of Respondents 37

4.4 Headphone brand owned by 38

4.5 Headphone brand preferred 39

4.6 Who influenced more with 40

4.7 What attracted you the most 41

4.8 Impact of advertising on 42

4.9 Buying a branded 43

4.10 Smartwatch brand owned by 44

4.12 Location of purchase of 46

4.13 Time period of usage of 47

4.14 Number of boAt products 48

4.15 Satisfaction rate of 49

4.16 Problems faced by 51

4.17 After sales service rate 53

4.18 Shift to another brand if 55

4.19 Recommend friends and 56

Graph No. Title Page No.

4.1 Age of respondents 35

4.2 Gender of respondents 36

4.3 Occupation of Respondents 37

4.4 Headphone brand owned by 38

4.5 Headphone brand preferred 39

4.6 Who influenced more with 40

4.7 What attracted you the most 41

4.8 Impact of advertising on 42

4.9 Buying a branded 43

4.10 Smartwatch brand owned by 44

4.12 Location of purchase of 46

4.13 Time period of usage of 47

4.14 Number of boAt products 48

4.15 Satisfaction rate of 50

4.16 Problems faced by 52

4.17 After sales service rate 54

4.18 Shift to another brand if 55

4.19 Recommend friends and 56

1.1 Company profile

1.1 Company Profile

Tagline: ‘Plug into Nirvana’.

1.4 Product hierarchy

1.5 Marketing mix