A PROJECT REPORT ON

“A Study of Brand Preference by Consumers towards Philips LED in

Nagpur city”

Submitted to

Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur

in partial fulfilment of the Degree of

Bachelor of Business Administration

Submitted by

Sukhvinder Singh Vadan

Under the Guidance

of Dr. M.H

Kaushik Assistant

professor

DADA RAMCHAND BAKHRU SINDHU MAHAVIDYALAYA, NAGPUR

1
Academic Year 2023-24

2
 CERTIFICATE

This is to certify that Sukhvinder Singh Vadan has submitted the project report titled “A
Study of Brand Preference by Consumers towards Philips LED in Nagpur city”. Towards
partial fulfilment of Bachelor of Business Administration degree examination. This has not
been submitted for any other examination and does not form part of any other course
undergone by the candidate. It is further certified that she/he has ingeniously completed her
project as prescribed by Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur.

Dr.M.H Kaushik Dr. Anand Thadani Dr.V.M Pendsey

(Project Guide) (HOD) (Principal)

Signature of External Examiner Signature of Internal

Place: NAGPUR

Date:

3
 DECLARATION

I hereby declare that the project with title “A Study of Brand Preference by Consumers
towards Philips LED in Nagpur city”. Has been completed by me in partial fulfilment of
BACHELOR OF BUSINESS ADMINISTRATION degree examination as prescribed by
Rashtrasant Tukadoji Maharaj Nagpur University, Nagpur and this has not been submitted for
any other examination and does not form the part of any other course undertaken by me.

Sukhvinder Singh Vadan

Signature of the student

Place: NAGPUR

Date:

4
 ACKNOWLEDGEMENT

With immense pride and sense of gratitude, I take this golden opportunity to express my
sincere regards to Dr. V. M. Pendsey Principal, Dr Anand Thadani Head of Department,
Dada Ramchand Bakhru Sindhu Mahavidyalaya, Nagpur.

I am extremely thankful to my Project Guide Dr. M.H Kaushik for his valuable guideline
throughout the project. I tender my sincere regards to him for giving me his outstanding
guidance, enthusiastic suggestions and invaluable encouragement which helped me in the
completion of the project. I will fail in my duty if 1 do not thank the Non-Teaching staff of the
college for their co-operation. I would like to thank all those who helped me in making this
project complete and successful.

SukhvinderSinghVadan

Signature of the student

Place: NAGPUR

Date:

5
 INDEX

S.NO PARTICULAR PAGE.NO

1 Introduction of topic 6

2 Company Profile 12

3 Research study 18

 Problem definition 19

 Objectives 20

 Hypotheses 21

4 Research methodology 22

5 Data analysis & Interpretation 28-39

6 Conclusions 40

7 Recommendation & Suggestion 41

8 Bibliography 42

9 Appendices 43

 Questionnaire

6
 CHAPTER -1

INTRODUCTION TO MARKETING
MANAGEMENT

7
 INTRODUCTION OF MARKETING MANAGEMENT

Marketing refers to activities a company undertakes to promote the buying or selling of a

product or service. Marketing includes advertising, selling, and delivering products to
consumers or other businesses. Some marketing is done by affiliates on behalf of a company.
Marketing is the promotion of business products or services to a target audience. It is, in short,
an action taken to bring attention to a business’ offerings; they can be physical goods for sale
or services offered.

Common examples of marketing at work include television commercials, billboards on the

side of the road, and magazine advertisements.

But not all businesses approach the need to market their goods and services the same way. In
fact, there are a few different approaches to how marketing can be successful for an
organization. These approaches are called marketing concepts, or a philosophy that determines
what type of marketing tools are used by a company. Marketing concepts are driven by a clear
objective that takes into account cost efficiency, social responsibilities, and effectiveness
within a particular market. Marketing is a form of communication between a business house
and its customers with the goal of selling its products or services to them. Goods are not
complete products until they are in the hands of customers. Marketing is that management
process through which goods and services move from concept to the customer. Marketing has
less to do with getting customers to pay for a product as it does with developing a demand for
that product and fulfilling the customer’s needs.

 Definition

“Marketing is total system of interacting business activities designed to plan, price, promote
and distribute want-satisfying products and services to the present and potential customer.

-WilliamJ.Stanton

“Marketing is a business process by which products are matched with the market and through
which the transfers of ownership are affected”.

-Caniff and Still

8
  The 4Cs

In response to environmental and technological changes in marketing, as well as criticisms

towards the 4Cs has emerged as a modern marketing mix model.

1. Consumer (or client)

The consumer refers to the person or group that will acquire the product. This aspect of the
model focuses on fulfilling the wants or needs of the consumer.

2. Cost

Cost refers to what is exchanged in return for the product. Cost mainly consists of the
monetary value of the product. Cost also refers to anything else the consumer must sacrifice to
attain the product, such as time or money spent on transportation to acquire the product

3. Convenience

Like “Place” in the 4P’s model, convenience refers to where the product will be sold. This,
however, not only refers to physical stores but also whether the product is available in person
or online. The convenience aspect emphasizes making it as easy as possible for the consumer
to attain the product, thus making them more likely to do so.

9
4. Communication

Like "Promotion" in the 4P's model, communication refers to how consumers find out about a
product. Unlike promotion, communication not only refers to the one-way communication of
advertising, but also the two-way communication available through social media

 Orientation

A marketing orientation has been defined as a "philosophy of business management." or "a

corporate state of mind" or as an organisation culture" Although scholars continue to debate
the precise nature of specific orientations that inform marketing practice, the most commonly
cited orientations are as follows

 Product

A firm employing a product orientation is mainly concerned with the quality of its own
product. A product orientation is based on the assumption that, all things being equal,
consumers will purchase products of a superior quality.

 Sales

A firm using a sales orientation focuses primarily on the selling/promotion of the firm's
existing products, rather than determining new or unmet consumer needs or desires.
Consequently, this entails simply selling existing products, using promotion and direct sales
techniques to attain the highest sales possible. The sales orientation "is typically practised with
unsought goods. One study found that industrial companies are more likely to hold a sales
orientation than consumer goods companies, the approach may also suit scenarios in which a
firm holds dead stock, or otherwise sells s product that is in high demand, with little likelihood
of changes in consumer tastes diminishing demand.

 Production

A firm focusing on a production orientation specializes in producing as much as possible of a

given product or service in order to achieve economies of scale or economies of scope. A
production orientation may be deployed when a high demand for a product or service exists,

1
0
coupled with certainty that consumer tastes and REFERENCEs remain relatively constant
(similar to the sales orientation)

 Marketing

The marketing orientation is perhaps the most common orientation used in contemporary
marketing. It is a customer-centric approach that involves a firm basing its marketing program
around products that suit new consumer tastes. Firma adopting a marketing orientation
typically engage in extensive market research to gauge consumer desires, one R&D to develop
a product attuned to the revealed information, and then utilize promotion techniques to ensure
consumers are aware of the product’s existence and the benefits it can deliver, Scales designed
to measure a firm’s overall market orientation have been developed and found to be relatively
robust in a variety of contexts

Customer perception is important because it impacts a business’s bottom line. Say a customer
becomes se frustrated with your brand that they decide to end their subscription with your
business. You might think it’s a small loss-just a single subscription-bun that churn represents
much more value. That buyer might have gone for an upsell or cross-sell, or they may have
remained a loyal customer and told their friends to buy your product once you realize how
much impact a single customer can have on your bottom line, their perception of your
company will seem like anything but a small matter.

Importance of customer perception

1) Brand loyalty

2) Increase in sales figures

3) Customer retention

4) Strengthens the bond

10
 CHAPTER 2

COMPANY PROFILE

11
 COMPANY PROFILE

Koninklijke Philips N.V. (Philips, stylized as PHILIPS) is a Dutch multinational technology

company headquartered in Amsterdam currently focused in the area of healthcare. It was
founded in Eindhoven in 1891, by Gerard Philips and his father Frederik. It was once one of
the largest electronic conglomerates in the world and currently employs around 105,000
people across 60 countries.

Philips is organized into three main divisions: Philips Consumer Lifestyle (formerly Philips
Consumer Electronics and Philips Domestic Appliances and Personal Care), Philips
Healthcare (formerly Philips Medical Systems) and Signify N.V. (known as Philips Lighting
prior to 2018). As of 2012, Philips was the largest manufacturer of lighting in the world
measured by applicable revenues. In 2013, the company announced the sale of the bulk of its
remaining consumer electronics to Japan’s Funai Electric Co, but in October 2013, the deal to
Funai Electric Co was broken off and the consumer electronics operations remain under
Philips. Philips said it would seek damages for breach of contract in the US$200-million sale.
In April 2016, the International Court of Arbitration ruled in favour of Philips, awarding
compensation of €135 million in the process.

12
 Timeline of Phillips

Type Public, listed

Industry Conglomerate
Founded 15 May 1891; 132 years ago Eindhoven, Netherlands
Founder Gerard and Anton Philips
Headquarters Amsterdam, Netherlands
Area served Worldwide
Products  Medical equipment’s
 Home appliances
 Lightings
Revenue €17.83 billion (2022)

Key people Jaren van der Veer (Chairman)

Roy Jacobs (CEO)
Abhijit Bhattacharya (CFO

13
Industrial Analysis

Royal Philips is a Dutch diversified technology company headquartered in Amsterdam with

primary divisions focused in the areas of electronics, healthcare and lighting. It was founded
in Eindhoven in 1891 by Gerard Philips and his father Frederik. It is one of the largest
electronics companies in the world and employs around 105,000 people across more than 60
countries.

Philips is organized into three main divisions: Philips Consumer Lifestyle (formerly Philips
Consumer Electronics and Philips Domestic Appliances and Personal Care), Philips
Healthcare (formerly Philips Medical Systems) and Philips Lighting. As of 2012 Philips was
the largest manufacturer of lighting in the world measured by applicable revenues.

Lighting industry

Philips Lighting is a global market leader with recognized expertise in the development,
manufacturing and application of innovative lighting solutions. They have pioneered many of
the key breakthroughs in lighting over the past 123 years, laying the basis for our current
strength and ensuring we are well-placed to be a leader in the digital transformation. Philips
future aim is to further strengthen our position in the digital market through added investment
in LED leadership while at the same time capitalizing on our broad portfolio, distribution and
brand in conventional lighting.

Philips lightings address people’s lighting needs across a full range of market segments.
Indoors, they offer lighting solutions for homes, shops, offices, schools, hotels, factories and
hospitals. Outdoors, they offer solutions for roads (street lighting and car lights) and for public
spaces, residential areas and sports arenas. In addition, we address the desire for light-inspired
experiences through architectural projects.

LED Lightings

Light-emitting diode (LED) is a two-lead semiconductor light source. It is a p-n junction

diode, which emits light when activated. When a suitable voltage is applied to the leads,
electrons are able to recombine with electron holes within the device, releasing energy in the
14
form of photons.

15
The company was founded in 1891 by Gerard Philips and his father Frederik, with their first
products being light bulbs. It currently employs around 80,000 people across 100 countries.
The company gained its royal honorary title (hence the Koninklijke) in 1998 and dropped the
"Electronics" in its name in 2013, due to its refocusing from consumer electronics to
healthcare technology.

Philips is organized into three main divisions: Personal Health (formerly Philips Consumer
Electronics and Philips Domestic Appliances and Personal Care), Connected Care, and
Diagnosis & Treatment (formerly Philips Medical Systems). The lighting division was spun
off as a separate company, Signify N.V.

In 1930, the Dutch electronics and electrical appliances giant, N. V. Philips

Gloeilampenfabrieken established a company in India to sell its radios. The company, which
was named as Philips Electrical Co (India) Ltd., was later rechristened in 1956, as Philips
India Pvt Ltd. PIL, today manufactures a wide range of consumer electronic items, electrical
lighting, electronic components and industrial electronics. The support and access to
technology from the Dutch parent has helped PIL launch into the competitive consumer
appliances sector and grow strongly in the CTV and other video products segment. The parent
company reduced its stake to 40% in 1979 by offering to the existing shareholders (at 1:4), the
employees and to the financial institutions, its shares at a premium of Rs4.

Consequently the name was also changed to Piece Electronics and Electrical Ltd. However the
company continued to sell its then existing products under the brand name of Philips. In
September 1993, N V Philips raised its stake back to 51% and changed the company’s name
to the original Philips India Ltd. The parent has acquired 91.5% stake in the company through
2 open offers in 2001. The company proposes to delist the shares from the changes by making
an open offer for the balance stake. Subsidiary Electric Lamps Manufacturers (India) Ltd is
the fully owned subsidiary of Philips India Ltd. The parent is planning to consolidate its
activities in India under Philips India. Accordingly three of the group’s companies in the
country-Punjab Anand Lamp Industries (PALI), Philips Glass India and Electric Lamp
Manufacturers (India)- are proposed to be merged with Philips India. Plant locations PIL’s TV
factory is located at Salt Lake, Calcutta and its Audio systems plant is at Pimpri, Pune.
Electrical lighting is manufactured at Kalwa in Thane.
16
HISTORICAL BACKGROUND

The Philips Company was founded in 1891, by Gerard Philips and his father Frederik Philips.
Frederik, a banker based in Zaltbommel, financed the purchase and setup of an empty factory
building in Eindhoven, where the company started the production of carbon-filament lamps
and other electro-technical products in 1892. This first factory has been adapted and is used as
a museum.

In 1895, after a difficult first few years and near bankruptcy, the Phillips’s brought in Anton,
Gerard’s younger brother by sixteen years. Though he had earned a degree in engineering,
Anton started work as a sales representative; soon, however, he began to contribute many
important business ideas. With Anton’s arrival, the family business began to expand rapidly,
resulting in the founding of Philips Metaalgloeilampfabriek N.V. (Philips Metal Filament
Lamp Factory Ltd.) in Eindhoven in 1908, followed in 1912, by the foundation of Philips
Gloeilampenfabrieken N.V. (Philips Light bulb Factories Ltd.). After Gerard and Anton
Philips changed their family business by founding the Philips corporation, they laid the
foundations for the later electronics multinational.In the 1920s, the company started to
manufacture other products, such as vacuum tubes. In 1939, they introduced their electric
razor, the Philips have (marketed in the US using the Norelco brand name). The “Chapel” is a
radio with built-in loudspeaker, which was designed during the early 1930s.

17
Philips India Limited
Philips started operations in India at Kolkata (Calcutta) in 1930. Established as “Philips
Electrical Co. (India) Pvt Ltd”, the company comprised a staff of 75 and was a sales outlet for
Philips lamps imported from overseas.

In keeping with the Philips philosophy of promoting the industrial development of emerging
economies, Philips India set up its first Indian lamp-manufacturing factory in 1938 in Kolkata.

Subsequently, Philips decided to produce radio receivers in India to make this product readily
and widely available to the Indian consumer. In 1948, after the Second World War, Philips
started manufacturing radios in Kolkata. The first valve-based Philips set was well received by
the consumers. This was a major turning point for Philips India, and marked the beginning of
the company’s subsequent growth in the world of electronics.

In 1957, the company is converted into a public limited company, renamed “Philips India Ltd”
and in 1959, a second radio factory is established near Pune.

In 1963, Philips invents the compact audio tape cassette and sets a global standard for tape
recording that has never been altered since. India gets exposed to this Philips invention.

In 1965 (3 April), the millionth Philips radio is manufactured in India. In the same year
Philips pioneers the concept of son-et-lumpier shows in India with the installation of such a
lighting and electro-acoustic system at the Red Fort in Delhi.

In 1970 a new consumer electronics factory is started in Pimpri near Pune.Come 1982, Philips
brings colour television transmission to India with the supply of four outdoor broadcast vans
to Doordarshan during the IX Asian Games. The company also completes a prestigious
turnkey project by handling the lighting and electro-acoustic installations of stadia built
specially for the IX Asian Games.

In 1983, Philips launches the Compact Disc and revolutionizes the way the world listens to
music.In 1985, Philips inaugurates its consumer electronics factory at Salt Lake,
Kolkata.In1993 sees Philips launching its domestic appliance business in India and in 1995
Philips introduces compact fluorescent lamps into the country.

18
 COMPETITORS

 Surya lights

 WIPRO

 OSRAM

19
Values

“Our Values reflect the ambitions we have laid down in “Vision 2010”, our recent strategy
update. The Values, the four Ds, are like a compass guiding us in how we behave every day,
and reminding us of the attitudes we should have towards our work, our customers and our
colleagues.”

VISSION

In a world where technology increasingly touches every aspect of our daily lives, we will be a
leading solutions.

PRODUCT PROFILE

Philips lighting is the acknowledged global leader in the lighting market with annual sales of
over 5 billion euro .For more than 100 years Philips has been engaged in the field of lighting
research and manufacturing. Since the first Philips lamps in 1891.Philips lighting employs
more than 47000 people at manufacturing locations more than 17countries, with our products
&services reaching out to 150 countries. Throughout our products and services, Philips
lighting stands for intelligent solution. Maximum attention is paid to the enduring
performance of our systems: ergonomics and human orientation appealing and aesthetic style:
energy efficiency: ease of handling, installation and maintenance optimal cost of ownership
and concern for the environment.

Phillips main products are

 Lamps
 Luminaries
 Lighting electronics
 Automotive lighting.

11
0
CHAPTER NO-3

RESEARCH STUDY

20
 PROBLEM DEFINITION

The problem definition of Phillips LED in India could involve various aspects such as market
demand, competition analysis, consumer preferences, pricing strategies, distribution
challenges, technological advancements, regulatory requirements, sustainability goals, and
brand positioning. It would entail understanding the specific challenges and opportunities
faced by Philips LED in the Indian market to formulate effective strategies for growth and
sustainability.

21
 Objectives of the study

 To study Brand Preference by consumer toward Philips.

 To study factor affecting customer buying behaviour.
 To study the different customer’s perception towards brand Philips.
 To identify the customer decision-making process in the middle sector.
 To identify decreasing level of sales.
 To know the actual competitors.
 To know its place in Nagpur city market.
 To know the new strategies to be adopted.
 To determine the market share of Philips LED & other competitive brands
 To identify the factors influencing consumer purchase decision in Aurangabad
region.
 Study of dealer Awareness about LED and DDB in Nagpur Region.
 To know the dealer and consumer satisfaction towards service.

22
 Hypothesis

Hypothesis is an idea or explanation that you test through study and experimentation outside
science. A theory or guess can also be called Hypothesis.

There are two types of hypothesis

1) H0= Due to less Durability of products high prices and limited products the
customers do not prefer towards Philips.
2) H1= Due to wide range of Durable products and innovative products customers
Brand preference towards Philips.

23
 CHAPTER -4

RESEARCH METHODOLOGY

24
 RESEARCH METHODOLOGY

SOURCE OF DATA

The source of data collection methods are as follows.

A. Primary Data

The data collected by the researcher himself for finding the solution of a particular problem or
situation, it is known as primary data. Various organization conduct surveys, interview, etc. as
result of generating primary data. The information is collected from respondent directly.

B. Secondary Data

The researcher collected secondary data either from an internal source of an organization or
from the published source like report and journals. Secondary data helps in various activities
in a research study such as, generating new ideas, analysing the needs previously addressed,
understanding the tools and techniques use for similar cases, save the time, etc.

We collected secondary data from Brusher’s pamphlets of Philips LED and from website of
this brand and various Books.

C. SAMPLING METHOD

The sampling method which was used was random sampling method.

SAMPLING is concerned with the selection of a subset of individual from within a statistical
population to estimate characteristics of the whole population. Acceptance sampling is used to
determine if a production lot of material meets the governing specification two advantages of

25
sampling are that the cost is lower and data collection is faster than measuring the entire
population.

D. SAMPLE SIZE

Sample size taken as 30.

E. TOOLS USED FOR ANALYSIS & INTERPRETATION

MEAN

The mean is the arithmetic average of a set of values or distribution; however, for skewed
distribution, the mean is not necessarily the same as the middle value (median), or the most
likely (mode)...

PERCENTAGE

The percentage is used while making graphs.

GRAPHS

Graphical representation is also being done in order to understand the buying behaviour of
consumers.

F. GEOGRAPHICAL AREA COVERED

The geographical area covered while doing the research project is Nagpur city.

26
 CHAPTER- 5

DATA ANALYSIS AND INTERPRETATION

27
 1 .Which company products you used already?

1.Which company products you used

already?
4%
4%
4%

88%

Phillips Surya Oreva Wipro

DATA INTERPRETATION

1. 88% of the people were used Philips products.

2. 4% of the people were used Wipro products.
3. 4% of the people were used Osram products.
4. 4% of the people were used Surya products.

28
2 .which company product you are using now?

2.WHICH COMPANY PRODUCTS YOU ARE USING NOW?

Phillips Surya Wipro

8%

16%

76%

DATA INTERPRETATION

1. 76% of the people were using Philips products.

2. 16% of the people were using Surya products.
3. 8% of the people were using Wipro products.

29
 4. Are you satisfied with your Product now? (Yes/No)

4.ARE YOU SATISFIED WITH YOUR PRODUCT NOW? (YES/NO)

No

Yes
96%

DATA INTERPRETATION

1) 96% of the people are satisfied with their present product.

2) 4% of the people are not satisfied.

30
5 .If you get a chance to buy lighting products in future which brand you will Prefer?

5. IF U GETS A CHANCE TO BUY LIGHTING PRODUCTS IN

FUTURE WHICH BRAND YOU WILL BUY?

Phillips Surya Oreva Wipro

17%

0%
4%

7G%

DATA INTERPRETATION

1) 79% of the people will prefer Philips product

2) 17% of the people will prefer Wipro product.
3) 4% of the people will prefer Surya product.
4) 0% of the people will not interested in any of the product.

31
6. How would you rate the performance of Philips?

6.HOW WOULD YOU RATE THE PERFORMANCE OF

PHILIPS?

Satisfied No answer Not good

8%

G2%

DATA INTERPRETATION

1) 92 % of the people satisfied with the performance of Philips product.

2) 8% of the people have not responded with the product performance.

32
7. How do you know about Philips?

7.How do you know about

Philips?

48%
44%

0
8%
0
FRIENDS ELECTRICALS ADS OTHER

DATA INTERPRETATION

1) 48% of the people know about Philips though Electricals.

2) 44% of the people know about Philips though Ads.
3) 8% of the people know about Philips though Friends.

33
8. Have you ever used Philips product?

8.Have you ever used Philips products? (Yes/no )

4%

Yes
No
G6%

DATA INTERPRETATION

1) 96% of the people used Philips products.

2) 4% of the people not used Philips products.

34
9. What motivated you to buy the product?

G.What motivated you to buy the produce?

28%
44%

20%

8%

Performance Price Service Brand image

DATA INTERPRETATION

1) 44% of the people was motivated to buy the product by their performance.
2) 20% of the people was motivated to buy the product by their service.
3) 28% of the people was motivated to buy the product by their brand image.
4) 8% of the people was motivated to buy the product by their service.

35
10. Expectation and satisfaction towards product quality

10.Expectation and satisfaction towards product quality

44%
56% Average on Expectation
Average on satisfaction

DATA INTERPRETATION

1) 56% of the people were not getting the expected product quality.
2) 44% of the people get satisfied with the product quality.

36
11. How will you respond while buying new brand product?

11.How do you act in buying new

brands.

12%

28% immediately
60% Advise from friends
After some time

DATA INTERPRETATION

1) 60% of the people was responding immediately.

2) 28% of the people firstly take advice from friends while buying the product.
3) 12% of the people responds after some time.

37
12. What do you feel about quality of Philips LED product?

12. What do you feel about quality of

Phillips
led products ?
80

60

40

20

0
Good Very good Satisfactory Poor

DATA INTERPRETATION

 64% of the people felt satisfactory about the quality of Philips LED product.
 4% of the people felt very good about quality of Philips LED product.
 28% of the people felt good about the quality of Philips LED product.
 4% of the people felt poor about the quality of Philips LED product.

38
13. Do you consider the price of your brand before purchasing?

13 . Do you consider the price of your

brand
before purchasing?
No Maybe
12% 8%

Yes
80%

Yes No Maybe

DATA INTERPRETATION

 80% people were consider the price of their brand before purchasing.
 12% people were not consider the price of their brand before purchasing
 8% people may be consider the price of their brand before purchasing

39
CHAPTER-6

CONCLUSION

40
 CONCLUSION

 Most of the people use Philips products. All the other companies were having fewer
shares in the lighting market sector earlier.
 Most of the people are habituated towards local companies’ products. That’s why
Philips is losing its share in the market.
 Features that the consumer wants in lighting industry are performance & service.
 The service of Osram rated the best in my research. They are giving 4 years warranty
for a tube.
 Philips is losing its strength in middle segments consumer market because of bad
service.
 People looking for power saving lighting equipment with least cost.
 Most of the people are comparing their present product with the new arrivals.
 Most of the people know about Philips lighting products they were using, they are
using and they will use it.
 Majority of the people knows Philips through advertisement and quality.
 Performance of Philips rated poor in my survey. Sales executives do not responded
towards the consumer proposals as required.
 Most of the people seek for getting discount
 All local companies are able to satisfy the needs of the consumer but Philips failed in
this scenario.
 But the brand name Philips has not changed and is as same as before.

41
 CHAPTER-7

LIMITATIONS AND SUGGESTIONS

42
 LIMITATIONS

In research there is certain Limitations as follows-

 The study is limited only in Nagpur city.

 The data collected from Philips may not be reliable and authentically.
 Though the study is purely based on primary data few.
 The study is restricted for a period of two months and it is confined to Nagpur city only.
 The survey was conducted by meeting respondents personally, which may be
subjective to individual bias.
 The sample size is so small compared to the population and the study will limit to its
findings.
 Since non-probability sampling is employed the research findings might not be
accurately relevant to the population.

43
 SUGGESTIONS

Below are some suggestions that company could follow to get the extra edge in the competition:

 Strengthen marketing efforts targeting identified demographic and psychographic segments.

 Maintain and enhance product quality to sustain consumer preference.
 Leverage positive brand reputation in marketing campaigns.
 Enhance customer engagement through loyalty programs and responsive service.
 Explore opportunities to expand into new market segments.

44
 CHAPTER- 8

BIBLIOGRAPHY

45
 BIBLIOGRAPHY

 Ankit Goel and Parul Garg (2014), A Study on Consumer Preferences Vol 1
 Bakos, J. Y. (1997). Reducing buyer search costs: Implications for electronic
marketplaces. Management Science, 43(12), 1676-1692
 Electronic Commerce by --Gary P. Schneid
 Hoge, C. C. (1993). Electronic marketing manual. NY, USA: McGraw-Hil.
 K.S Kim, Managing Director, Samsung India Electronics Ltd., “Dealer Motivation”
TV Veopar Journal, April 2000.
 Marketing study by Seth publication.
 Research methodology study by Thakur publication
 www.philips.com.
 www.wikipedia.org

46
 CHAPTER -9

APPENDICES

47
 QUESTIONNAIRE

NAME - GENDER -

AGE-

1. Which company products you used already?

A. Philips B. Wipro C. Surya D. Osram E. Others

2. Which company products you are using now?

A. Philips B. Wipro C. Surya D. Osram E. Others

3. If earlier is different than why have you changed?

A. High price B. High performance C. Bad service D. Not changed

4. Are you satisfied with your product now? (Yes/no)

Yes No
48
5. If u gets a chance to buy lighting products in future which brand you will prefer?

A. Philips B. Wipro C. Surya D. Osram E. Others

6. Have you ever used Philips products? (Yes/no)

Yes No

7. How do you know about Philips?

A. Ads B. Friends C. Electricals E. Others

8. How would you rate the performance of Philips?

A. Satisfied B. Not good C. No Answer

49
9. What motivated you to buy the produce?

A. Price B. Performance C. Service D. Brand image

10. Expectation and satisfaction towards product quality?

A) Average on Expectation B) Average on satisfaction

11. How do you act in buying new product?

A) Immediately B) after sometime

C) Advise form friends D) when the production is established

12. What do you feel about quality of Phillips led products?

A) Satisfactory B) Poor C) Good D) Very Good

13. Do you consider the price of your brand before purchasing?

A) Yes B) No

50