RESEARCH PROJECT REPORT

On

“A STUDY ON CUSTOMER PREFERENCE

TOWARDS BOAT PRODUCTS IN LUCKNOW
CITY”
Towards partial fulfillment of
Master of Business Administration (MBA)
(BBD University, Lucknow)

Guided By: Submitted by:

Dr. Anchal Rastogi AJAY YADAV
Assistant Professor Roll No.1210672032
(SOM, BBDU LUCKNOW) MBA 4th Semester

Session 2022-2023
School of Management
Babu Banarasi Das University
Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
PLAGIARISM CERTIFICATE
 DECLARATION

This is to declare that I, AJAY YADAV (University Roll No.1210672032) student of

MBA, have personally worked on the project entitled “A STUDY ON CUSTOMER

PREFERENCE TOWARDS BOAT PRODUCTS IN LUCKNOW CITY”. The

data mentioned in this report were obtained during genuine work done and collected

by me. The data or information obtained from primary (first-hand sources) and any

other alternative sources are absolutely acknowledged. The result and analysis

embodied during this project has not been submitted to the other University or

Institute for the award of any degree.

AJAY YADAV
ROLL NO.1210672032
MBA 4th Semester
BBD UNIVERSITY, LUCKNOW
 ACKNOWLEDGEMENT

First and foremost am indebted to the Almighty. It provides Pine Tree State immense

pleasure to position on record my feeling and reverence to my guide and supervising

faculty Dr. Anchal Rastogi from Babu Banarasi Das University, Lucknow for all

the timely help and support rendered. But for her constant motivation, encouragement

and adept guidance during the entire course of research, my endeavor would not have

culminated in fruition. The sincerity and dedication put in by her for the sake of my

Research Report is remarkable. I would like to thank her for the opportunity I was

given to conduct my Research and further my Research Report under his guidance. I

am grateful to Prof. (Dr.) Sushil Pande, the Dean/Incharge -SOM of Babu Banarasi

Das University, Lucknow for sparing his valuable time for me on different

occasions. I really appreciate all the bank employees who provided the requisite data

for my research work. It was their cooperation and input that made this research

possible. I express my gratitude to all the library staff of Babu Banarasi Das

University, Lucknow. Close to my heart is the support of my dear Colleagues, family

and friends. They were always there for me with their wise counsel and sympathetic

ear. I could not have done any of this without you all. Thank you once again.

AJAY YADAV
ROLL NO.1210672032
MBA 4th Semester
BBD UNIVERSITY, LUCKNOW
                                                           
 PREFACE

It was a privilege for me to work in a reputed organization. This has given us an

opportunity to work in a truly professional environment where team work score over

individual effort, where there is a helpful atmosphere. A well planned, properly

executed and evaluated training helps a lot in inoculating good work culture. The

project on “A STUDY ON CUSTOMER PREFERENCE TOWARDS BOAT

PRODUCTS IN LUCKNOW CITY” has been made to facilitate effective

understanding about the marketing aspects. The project research has provided me an

opportunity to gain practical experience, which has helped me to increase my sphere

of knowledge to a greater extent. I have tried to summarize all our experience and

knowledge acquired up till now, in this report. This project is a keen effort to obtain

the expected results and fulfill all the information required. At the end annexure and

bibliography are given for effective understanding

 EXECUTIVE SUMMARY

This project report is prepared as the partial fulfillment of two year degree programme

of MBA curriculum of Babu Banarasi Das University, Lucknow. This Research

project is a compulsory part of the academics. This research is done in the fourth

semester of the MBA program.

Today employees expect quality of work life, more than financial benefits from the

organization. With the advent of new technologies, factors related to mental health in

Tata Motors Limited are taken into consideration more than ever. Studies have

revealed that one of the factors affecting the productivity of employees in an

organization is quality of work life. Another influential factor is job satisfaction which

is important in the improvement of work environment conditions and organizational

efficiency. Quality of work life is an experience which an employee feels about the

job and work place in organization. The purpose of this paper is to identify the

relationship between two variables like, quality of work life and job satisfaction. The

study is an attempt to explore the better understanding of quality of work life and

employee job satisfaction in Tata Motors Limited. Findings of the study will help the

management and employees of Tata Motors Limited to understand the level of quality

of work life of Tata Motors Limited employees.

The project is followed by 8 Chapters.

Chapter 1: Definition & concept of Employees Satisfaction and Quality of Work

Life at Tata Motors Limited

Chapter 2: Literature Review and Company Profile

Chapter 3: Research methodology, objective of research.

Chapter 4: Analysis & interpretation of collect data’s.

Chapter 5: Findings
Chapter 6: Suggestions & conclusions

Chapter 7: References

Chapter 8: Annexure

This report is an honest work towards the topic. There can be many short comings in

it because of the lack of the time, unavailability of data and other constraints.
 TABLE OF CONTENT

S. No Particular Page No.

1 Bona-fide Certificate of Dean -School of Management i

2 Plagiarism Certificate ii

3 Declaration iii

4 Acknowledgment iv

5 Executive Summary v

6 Introduction 1

7 Company Profile 12

8 Literature Review 27

9 Objective of the Study 37

10 Research Methodology 39

11 Data Analysis and Interpretation 43

12 Findings 64

13 Limitations of The Study 66

14 Suggestions and Recommendations 68

15 Conclusion 70

16 Bibliography 73

17 Annexure 76
CHAPTER - I
INTRODUCTION

1
 Chapter – I
INTRODUCTION

INTRODUCTION

PRODUCTS AND BRANDS

BoAt designs and markets a variety of audio-focused consumer electronics, including

wireless earbuds, wired headphones, wireless speakers, home audio equipment, smart

watches, and an assortment of mobile phone accessories.

WIRELESS EARBUDS

BoAt distributes a line of wireless earbuds under the brand name Airdopes. As of

mid-2020, the manufacturers suggested retail price (MSRP) for BoAt's Airdopes line

ranges from ₹3,999 (approx. $53) to ₹6,999 (~$92).

2
Like competing brands and models of wireless earbuds, BoAt's Airdopes line features

Bluetooth connectivity, which enables truly wireless use, as well as carrying cases

that include built-in batteries to charge the wireless earbuds when not in use.

3
TETHERED WIRELESS EARBUDS

BoAt distributes a line of teathered wireless earbuds under its Rockerz and BoAt

brands. As of mid-2020, the undiscounted MSRP of BoAt's tethered wireless earbud

offerings range from ₹2,990 ($39) to ₹4,990 ($66).

Like truly wireless earbuds, tethered earbuds do not connect directly to an audio

source (like the audio-out port on a mobile phone, computer, or stereo). However,

tethered wireless earbuds are connected to one another via a wire, or are connected to

a band which houses the batteries, controls, and onboard processors which drive the

speakers in the earbuds. Depending on the model, the connecting wire or band is worn

behind the head or around the neck of the wearer, as if it was a lanyard.

4
WIRELESS HEADPHONES

BoAt also distributes a line of wireless headphones in both on-ear and over-ear form

factors. Its headphones are marketed under the company's BoAt, Rockerz, and

Nirvana brands and undiscounted prices range betwen ₹2,990 (~$39) and ₹7,990

(~$105) depending on the model and its features.

Like other wireless headphones, BoAt's devices do not connect to an audio source via

wire or cable. Its devices feature Bluetooth connectivity to play audio from the audio

source (such as a mobile phone, computer, or stereo system). In wireless playback

mode over Bluetooth, BoAt's headphones draw power from lithium ion batteries

which are integrated into the headphones.

Many of BoAt's wireless headphones come with an auxiliary audio cable that can plug

into standard headphone jacks (or other audio jacks using adapters, which aren't

5
included). On many models, connecting headphones to an audio source using the

auxiliary audio cable does not draw down battery charge.

6
WIRED HEADPHONES AND EARBUDS

BoAt distributes a range of wired headphones and earbuds under the company's

BassHeads brand. The undiscounted MSRP for BassHeads-branded wired headphones

is around ₹2,490 (~$33). The undiscounted MSRP for wired earbuds ranges from

₹799 (~$10.50) to ₹1,490 ($20) in mid-2020.

Like with most wired headphones and earbuds, BoAt's devices connect to a standard

headphone jack on mobile devices, computers, stereo systems, and other audio-

outputting devices. BoAt's devices draw power from the audio source into which

they're plugged in and do not require power from a dedicated amplifier. The

company's over-ear and on-ear headphones, as well as its in-ear earbuds offer a degree

of passive noise cancellation by partially occluding the wearer's ear canals from

external sound.

7
SMART WATCHES

BoAt offers a line of smart watches that offer a variety of fitness modes, health

monitoring features, and call, text, and social media notifications.

PORTABLE WIRELESS SPEAKERS

BoAt sells a range of portable wireless speakers under its Stone and Rugby brand

names. Its speakers wirelessly connect to an audio source using Bluetooth and are

powered by built-in batteries. As of mid-2020, devices are priced between ₹2,490

(~$33) and ₹12,999 MSRP ($171), without discounts, depending on the model and

features.

8
BoAt's wireless speakers come in a range of sizes and form factors designed for

different use cases. Its smaller, lower-powered devices are priced lower than its larger

wireless speaker options, which feature louder sound output, longer battery life, and

varying degrees of ruggedization in their designs.

9
HOME AUDIO EQUIPMENT

BoAt distributes home audio equipment under its Aavante brand. The company's

home audio offerings primarily consist of sound bars and subwoofers for use with

televisions and other home theater equipment. As of mid-2020, BoAt's home audio

offerings are priced between ₹9,900 (~$130) and ₹24,990 (~$329), without

discounts. BoAt's home audio equipment features multiple input modes, including

Bluetooth, USB-A, and auxiliary audio cable. Certain models are Bluetooth-only.

MOBILE ACCESSORIES

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.

SPECIAL EDITIONS

BoAt produces limited editions of its various audio hardware products as part of

promotions or collaborative tie-ins with other brands.

MARKETING AND PROMOTION

BoAt promotes its products through a combination of influencer marketing and brand

tie-ins with sports teams and public events.

10
BoAt calls its brand influencers "BoAtheads." Its brand influencers include Indian

singers like Neha Kakkar and rapper Naved Shaikh (also known as Naezy), as well as

athletes like cricketers Hardik Pandya and Shreyas Iyer, among others.

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.

LEADERSHIP

CO-FOUNDERS

BoAt was co-founded by Aman Gupta and Sameer Ashok Mehta.

 Aman Gupta is co-founder and chief marketing officer of BoAt. Prior to co-founding

BoAt, Gupta was the director of sales at Harman International, where he oversaw a

portfolio of consumer electronics brands including JBL, Harman Kardon, and AKG which

Harman International distributes in India. Gupta's first entrepreneurial experience was

as co-founder and CEO of Advanced Telemedia Pvt Ltd, which helped launch global

brands such as Beats Audio, Sennheiser, and Telex, among others, in the Indian market.

 Sameer Ashok Mehta is co-founder of BoAt. Mehta had entrepreneurial and executive

leadership experience prior to co-founding BoAt. He is an owner of Redwood Interactive,

which distributes computer gaming hardware and peripherals under the Redgear brand.

Mehta is also director at Kores India, a business owned by his family. Mehta was

appointed to his directorship at Kores India Limited in February 2010.

NON-EXECUTIVE DIRECTOR(S)

11
Kanwaljit Singh joined the company's board of directors in April 2018. Singh is

managing partner of Fireside Ventures, which led a ₹60,000,000 (approximately

$900,000 USD) equity funding round in BoAt. The round was not announced until

early May 2018.

12
HISTORY

 boats.com, Inc was founded by Paul R. Rabe and Stu Johnstone, in 1999, a private,

venture capital funded business located at Pier 38, The Embarcadero, in San Francisco.

In August, a venture capital funding round generated a $21 million second-round

investment.

 January 2000, boats.com, Inc. agreed from the Cobalt Group (NASDAQ: CBLT) to acquire

YachtWorld.com, a popular online yachting marketplace, the first Internet content deal

within the boating industry.

 May 2004, British Marine Federation (BMF) support for boats.com European Marine

Industry Web Awards.

 In September 2004, Boats.com, Inc was purchased by Trader Publishing Company, a joint

business venture of Landmark Media Enterprises and Cox Enterprises.

 In September 2006, Landmark Media Enterprises and Cox Enterprises split the assets of

Trader Publishing and YachtWorld became part of Dominion Marine Media, a subsidiary

of Dominion Enterprises, LLC which was in turn a subsidiary of Landmark Media

Enterprises.

 In January 2013, the Royal Yachting Association launched the RYA Classifieds service

which is powered by boats.com.

 February 17, 2017, parent of boats.com, Dominion Marine Media (DMM), was

rebranded to Boats Group, LLC.

 February 17, 2017, Sam Fulton is CEO at Boats Group, which includes the leading marine

brands of YachtWorld, Boat Trader, boats.com, Cosas de Barcos and YachtCloser.

 June 1, 2017, boats.com and Boats Group moved headquarters to Miami.

13
CHAPTER - IV
LITERATURE REVIEW

14
 Chapter – 4

OBJECTIVES OF THE STUDY

LITERATURE REVIEW
1. INEXPENSIVE

 In comparison with its competors, boAt hosts a series ofearphones, headphones, speakers,

and home audio systems – allat prices lesser than its competors like Xiaomi, Realme,

JBL,Zebronics & Apple.

 For example – a TWS (True Wireless System) Air Pods in Apple is at the premium price,

followed by JBL & Realme while Xiaomi, though at the price range of boAt, has many

features missing likewater-resistant and good baery life, which brings us to the second

point in Pros.

2. GOOD NO. OF FEATURES:

 boAt’s main USP lies in this category – more features at a ordableprices. As price

declines, the count in features of the product also reduces. But in boAt, they have nullied

this trend - they have not reduced the features drascally, but by a mere only as in

comparison with other brands.

 From the above example, JBL, Realme, and Xiaomi do have the water-resistance feature

– only from the parcular price range. But in boAt, they have this feature at almost all the

products, even from the less category price also.

3. FUNKY DESIGNS:

 boAt also wanted to add to its USP its second component –fashionable. So, they made

their products quirky, with a lot of colors to choose from as it also a reacted the customers

to buy their products so that they can make their fashion statement.

15
4. DURABLE PRODUCTS WITH QUALITY:

 boAt added this as its third and final component in its USP –Durability and Quality. The

offerings in their respective product width are ordered with the promise of durability and

quality music.

5. GOOD QUALITY SERVICE:

 They also provide manufacturer warranty for 1 year for all their products and their toll-

free number and mail address if any queries to be taken care of.

 They have also provided extra earbuds (for wired and TWS) in different sizes so that the

customer can use the buds in respect of his comfort and choice.

CONS:.

1. CUSTOMER QUERIES NOT TAKEN CARE OF:

 Customers who had unfortunately received a faulty product have experienced a kind of

dismissal service from boAt like not attending their calls in me of queries, on receiving

the corrected/new product in time.

2. THE DELIVERY SYSTEM NOT PROMPT FROM BOAT:

 Customer shopping boAt products from online delivery playerslike Flipkart & Amazon

have not experienced this kind, but whencustomers shop on the boAt website, they have

received their products, not in good shape and condition.

 So, boAt must either rely on their third-party delivery players fully as they are experts in

delivering products to the respective customers at the estimated time or if trying to reduce

the dependence, must ensure that their delivery system is prompt and regulated.

16
CHAPTER - IV
OBJECTIVES OF
THE STUDY

17
 Chapter – 4

OBJECTIVES OF THE STUDY

OBJECTIVES OF THE STUDY

 To list the various wellness products produced by Himalaya Company and their uses.

 To evaluate the company through SWOC Analysis.

 To know the marketing strategy of the Himalaya Company.

 To know the marketing mix of the Himalaya Company.

18
CHAPTER - V
RESEARCH
METHODOLOGY

19
 Chapter – 5

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

20
CHAPTER - VI
DATA ANALYSIS
&
INTERPRETATION

21
 Chapter – 6

Data Analysis and Interpretation

22
CHAPTER - VII
FINDINGS

23
 Chapter – 7

Findings

FINDINGS

24
CHAPTER - VII
LIMITATIONS OF
THE STUDY

25
 Chapter – 7

LIMITATIONS OF THE STUDY

LIMITATIONS OF THE STUDY

26
CHAPTER - VIII
SUGGESTIONS
AND
RECOMMENDATIONS

27
 Chapter-8

Suggestions and Recommendations

SUGGESTIONS AND RECOMMENDATIONS

28
CHAPTER - IX
CONCLUSION

29
Chapter-9
Conclusion

30
BIBLIOGRAPHY

31
 BIBLIOGRAPHY

BIBLIOGRAPHY

32
ANNEXURE

33
 QUESTIONNAIRE

NAME:

34