anchor sample

7/30/2019 anchor sample

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CONTENTS

S.No. Topic Pg.No.

1. Introduction

i) Introduction of the Study

ii) Conceptual Framework

iii) Company Profile

2. Research Methodology

i) Need for the Study

ii) Objectives of the Study

iii) Scope of the Study

iv) Data Collection

v) Sampling

vi) Limitations of the Study

3. Data Analysis and Findings

i) Data Interpretation

ii) Correlation

iii) Chi-Squareiv) Findings

4. Conclusion

5. Bibliography

Annexure I Questionnaire


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INTRODUCTION:

Every individual has his or her own perception of different situations. Again two individuals may

not have the same perception about a similar situation. People also tend to believe what they

perceive to be true irrespective of the objective truth. Perception thus is a major driving force in

shaping the behavior of a person. Therefore, perception forms an important part of the study of

organization behavior.

Perception is essentially Cognition. We cannot perceive without perceiving something. Thus

perception essentially involves that reference to an object which we disregarded in treating of

sensation. But perceiving is a special mode of cognition; it is that special mode which

immediately depends on the actual presence of an object to the senses. It may in fact be definedas the cognitive function of sensation. It is contrasted with that mode of cognition which takes

place through ideal images.

Such images are not dependent on the actual presence of an object to the senses. They are

representations of absent objects which have already been perceived. Thus the existence of

perception is a precondition of the existence of ideal images even in the direct cognition of

present objects; association and reproduction play a very important part. But in perception, taken

in the strictest sense of the word, only those forms of association and reproduction enter whichwe have called complication and acquirement of meaning, together with that peculiar mode of

free reproduction by which general states of nervous and mental excitement and their

concomitant organic sensations are revived.


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CONCEPTUAL FRAMEWORK

Introduction to the perception

Perception is the process by which organisms interpret and organize sensation to produce a

meaningful experience of the world. Sensation usually refers to the immediate, relatively

unprocessed result of stimulation of sensory receptors in the eyes, ears, nose, tongue, or skin.

Perception, on the other hand, better describes one's ultimate experience of the world and

typically involves further processing of sensory input. In practice, sensation and perception are

virtually impossible to separate, because they are part of one continuous process.

Thus, perception in humans describes the process whereby sensory stimulation is translated into

organized experience. That experience, or percept, is the joint product of the stimulation and of

the process itself. Relations found between various types of stimulation (e.g., light waves and

sound waves) and their associated percepts suggest inferences that can be made about the

properties of the perceptual process; theories of perceiving then can be developed on the basis of

these inferences. Because the perceptual process is not itself public or directly observable (except

to the perceiver himself, whose percepts are given directly in experience), the validity of

perceptual theories can be checked only indirectly.

Historically, systematic thought about perceiving was the province of philosophy. Philosophicalinterest in perception stems largely from questions about the sources and validity of what is

called human knowledge (epistemology). Epistemologists ask whether a real, physical world

exists independently of human experience and, if so, how its properties can be learned and how

the truth or accuracy of that experience can be determined. They also ask whether there are

innate ideas or whether all experience originates through contact with the physical world,

mediated by the sense organs.

As a scientific enterprise, however, the investigation of perception has especially developed as

part of the larger discipline of psychology. For the most part, psychology bypasses the questions

about perceiving raised by philosophy in favour of problems that can be handled by its special

methods. The remnants of such philosophical questions, however, do remain; researchers are still


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concerned, for example, with the relative contributions of innate and learned factors to the

perceptual process.

Such fundamental philosophical assertions as the existence of a physical world, however, are

taken for granted among most scientific students of perceiving. Typically, researchers in

perception simply accept the apparent physical world particularly as it is described in those

branches of physics concerned with electromagnetic energy, optics, and mechanics. The

problems they consider relate to the process whereby percepts are formed from the interaction of

physical energy (for example, light) with the perceiving organism. Of further interest is the

degree of correspondence between percepts and the physical objects to which they ordinarily

relate. How accurately, for example, does the visually perceived size of an object match its

physical size as measured?

Perception and reality

In the case of visual perception, some people can actually see the percept shift in their mind's

eye. Others, who are not picture thinkers, may not necessarily perceive the 'shape-shifting' as

their world changes. The 'simplistic' nature has been shown by experiment: an ambiguous image

has multiple interpretations on the perceptual level.

This confusing ambiguity of perception is exploited in human technologies such as camouflage,

and also in biological mimicry, for example by European Peacock butterflies, whose wings bear

eye markings that birds respond to as though they were the eyes of a dangerous predator.

There is also evidence that the brain in some ways operates on a slight "delay", to allow nerve

impulses from distant parts of the body to be integrated into simultaneous signals.

Perception is one of the oldest fields in psychology. The oldest quantitative law in psychology is

the Weber-Fechner law, which quantifies the relationship between the intensity of physical

stimuli and their perceptual effects (for example, testing how much darker a computer screen can

get before the viewer actually notices). The study of perception gave rise to the Gestalt school of

psychology, with its emphasis on holistic approach.


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The Process of Perception

As we may not know it, perception is a three step process our minds undergo. It usually selects,

organize and interpret information rapidly that we think our perceptions are objective, reflections

of this world.

Selection -We select what we want to perceive

Organization -We arrange the information that we perceive from selection

Interpretation -we starts to interprets on the things that we perceive and organize in selection

and organization

Our mind works in the strangest way that we could ever imagine. We don't notice our brain has a

lot to do with the way we perceive a person or something. It's just a simple matter but there are a

lot of steps in it.


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COMPANY PROFILE

Anchor, Indias leading electrical solutions company gives you the complete range of electrical

components for your home. From a vast variety of switches to choose from, wires, cables, fans

and much more, we are a brand that brings your home to life. And our biggest joy is to help you

create the home you have always dreamt of.

Anchor has been around for more than 47 years, constantly innovating and bringing quality

products to the market. Anchor changed the way people look at switches by introducing India to

the piano switch in 1976. It then went on to create offerings like Roma, the finest modular range

of quality switches and accessories.

Besides world-class switches, Anchor possesses a vast portfolio of product offerings, with more

than 3000 products in 20 product groups. Anchor manufactures other electrical products like

wires & cables, switchgears and circuit breakers, lighting luminaries and fixtures, fans as well as

compact fluorescent lamps. In addition, the recent takeover by the Panasonic Group has added

many products in its portfolio. Panasonics unbeatable Japanese technology with Anchors strong

distribution network across the country will ensure quality products to the end consumer. This

also adds an international touch, flair and fun to Anchors brands, making them truly at par with

the best in the world.

With over 194 injection modeling machines and 105 hydraulic modeling machines in our Daman

and Haridwar plants, we have the largest moulding facility in South Asia and one of the largest

in the world.

We are on of the largest manufacturers of switches and wiring devices in the world, making over

1 million switches and 3 million components every day.

Vision & Mission

Anchors mission is to manufacture Innovative, Eco-Friendly, Energy Saving world class

products for making users life Simpler, Safer and Comfortable.


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Quality Policy

We pledge to our customers and ourselves that we will strive to offer most dependable and

contemporary products and will endeavour to continually improve quality in our operations by

increasing employee awareness and providing required training. We will act with honesty,

integrity and responsibility in all relationships; professionally and personally.

Established in 1963.

Pioneer & Brand leader in Electrical Accessories.

1st to get ISI certification.

Widest range to suit every type of project economy, medium and state of the art 'ROMA'

Modular range.

Strong Nation-wide network of 15,000 dealers to ensure ready availability and render

after sales service.

Diversification: MCBS, PVC insulated wires, Fans, Tube-lights & bulbs, Lighting and

Luminaries, Appliances, e.t.c..

Innovative out-look, Solid R&D set up.

With over thirty years of tradition in the field. Anchor name is inextricably woven into the fables

of India. From a simple rural dweller in a newly electrified village to a modern urban resistant in

a blistering metro. Anchor offers a wide range of choice to them all: at affordable price. In fact

value-based products to suit diversed installation needs.

In diversed places like modern flats, villas, bungalows, offices, hotels, hospitals, airports,

laboratories, auditoria, sports complexes, commercial premises, cultural centers and industrial

factories. By fusing formidable engineering skills with innovative talents, harnessing men and


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materials to build products of value. No wonder leading architects, interior decorators and

electrical contractors relay on the Anchor products for their diverse needs.

Situated at various places all over in India comprising of various manufacturing plants sprawling

over many acres of land. Anchor is humming with men, machines, methods and materials to turn

out high quality products. With value anchored in vision to improve quality of life.


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RESEARCH METHODOLOGY

Scope of the study:

This study is confined to few statements helps to describe the retailers perception towards

Anchors switches. This study concentrates on opinion given by retailers only.

The statements considered for this study are

1. Anchors switches has strong advertising support

2. Anchors switches often has effective sales promotion campaigns

3. Merchandising support provided by the manufacturer for Anchors switches is useful

4. Anchors switches is a key brand in the product range

5. The category information supplied by the manufacturer about Anchors switches is useful

6. Anchors switches is an important brand in the future growth of this product category

7. Customers willing to pay more in order to buy Anchors switches

8. Customers would be disappointed if we did not carry this brand

9. Customers consider Anchors switches to be a good buy

10. Anchors switches usually keeps its promises that it makes to our store

Objectives of the study:

1. To analyze the potential of Anchors switches

2. To study the retailers perception on Anchors switches

3. To study the customer preference with respect to switches

4. To study the satisfaction levels of retailers towards Anchors switches

5. To analyze the perception of retailers towards Anchors switches


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Hypothesis:

Null Hypothesis: Retailers are not satisfied with performance of Anchors switches.

Alternative Hypothesis: Retailers are satisfied with the performance of Anchors switches

Sampling:

Sampling method: Convenience sampling method

Sampling size: Sample size would be 100.

Data and Sources of data:

Primary Data: Questionnaire is used as Primary data source for collecting information.

Secondary Sources:

The secondary sources of data include data from magazines, Internet, Books, and various

marketing journals.

Tools for the analysis:

1. Chi-square test.

2. Tabulations.

3. Graphs and Charts.

Limitations:

1. The sample size is not very large owing to time constraint which may cause

inaccuracy.

2. The respondents may be biased while revealing their opinions.

3. The study is confined to Hyderabad only.

Future scope of the study:

This study can be extended by considering the perceptions of people involved in the supply chain

of Anchors switches so that the research would be successful.


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DATA INTERPRETATION

1. Do you keep Anchors switches in your shop?

a. Yes b. No

Interpretation:

From the above graph, it is concluded that majority of respondents (82) will be having the anchor

switches in their shop for its quality and brand name and only 18% will not be having the same.


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2. Which of the following Switches manufacturers gives you maximum profit?

a. Anchor b. Philips c.Penta d. Legrand e. Orient f. others

Interpretation:

According to the graph, Anchor is in the first place with 28 respondents, Philips in the second

place with 18 respondents, Others manufactures are in the third place with 17 respondents, orient

in the fourth place with 15 respondents, Penta is in the fifth place with 12 respondents and

legrand in the last place with 10 respondents. It is clear that anchor is trusted brand as majority of

the respondents 28 are having profit on anchor switches than any other brand.


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3. Are you satisfied with profit margin you are getting from Anchors switches?

a. Yes b. No

Interpretation:

According to the graph, 69% are getting the profit margin from Anchor switches.


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4. Which is the most sellable brand?


Interpretation:

According to the graph, Anchor is facing tough competition with other brands in sales.


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5. Which of the following Switches brand will you recommend to consumer in case of

absence of Switches demanded by customer?

a. Anchor b. Philips c. Penta d. Legrand e. Orient

f. others

Interpretation:

From the above graph, it is clear that majority of the respondents (34) will be

recommending the Philips switches in the absence of preferred switches by the consumer.


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6. Which of the following brand is more purchased by consumer?


Interpretation:

From the above graph, there is a slight margin in between the anchor (26) and Philips

(25) pertaining to purchases made by the consumer.


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7. Do you influence the consumers choice of Brand?

a. Yes b. No c. Cant say

Interpretation:

Among the 100 respondents, 61 respondents influence the consumers choice of brand while 22

respondents did not influence the consumers choice of brand.


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8. What do you feel about service provided by Anchors Switches?

a. Excellent b. Good c. Average d. Bad e. Very bad

Interpretation:

Out of 100 respondents, 32 respondents feel that the service provided by the anchor switches are

good, 17 respondents each feel that the service provided by the anchor switches are excellent and

average.


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9. What do you feel regarding price of Anchors switches comparing with other brand?

a. Very high b. High c. Fair d. Low e. Too Low

Interpretation:

Among the 100 respondents, 34 respondents feel that the price of Anchor switches is high when

compared to other brand, 23 respondents feel very high, 22 respondents feel fair, 13 respondents

feel Low and 8 respondents feel too low when compared with other brands.


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10. What is the level of satisfaction with respect to timely supply of the merchandise?

a.Highly satisfied b. Satisfied c. Neutral d. Dissatisfied e. Highly dissatisfied

Interpretation:

From the above graph, 43 respondents are satisfied in which 17 are highly satisfied with respect

to timely supply of the merchandise.


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11. What is the level of satisfaction on credit offers by dealer/ wholesaler?

a. Highly satisfied b. Satisfied c. Neutral d. Dissatisfied e. Highly dissatisfied

Interpretation:

According to the graph, majority of the respondents (59) in which 38 dissatisfied and 21 highly

dissatisfied with the credit offers given by the dealer and wholesaler.


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Please indicate the extent of agreement or disagreement with the following statements


a.Strongly agree b. Agree c. Neither agree nor disagree

d. Disagree e. Strongly disagree

INTERPRETATION:-

In the Electrical accessories Manufacturing, Anchor is number one company. So among the 100

Respondents majority of the respondents (69) disagree that anchor did not require the advertising

support.


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INTERPRETATION:-

Among the 100 respondents, 69 respondents disagree that the anchor switches did not require

any promotional campaign as it is a branded company in the electrical accessories. While only 29

respondents agree that the anchors switch needs sales promotion campaigns.


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INTERPRETATION:-

As the anchor is one of the longest brands in the electrical accessories and launched variety of

products in the market as major of the respondents 84% disagree that the merchandising support

is not required.


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INTERPRETATION:-

The majority of the 41 respondents strongly agree that the anchor switches is a key brand, 32

agree the same, while 9 are in neutral, 11 disagree with the above statement and 7 strongly

disagree with the above statement stating that the anchor switches is not a key brand in the

product range.


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INTERPRETATION:-

Out of 100 respondents, 43 respondents agree that the information supplied by the manufactures

about anchors switches is useful, 20 respondents neither agree nor disagree, 17 strongly disagree,

14 strongly disagree while 6 disagree that the information supplied by the manufacturer about

anchors switches is useful.


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INTERPRETATION:-

From the above graph, the majority of the respondents agree that the anchor switches will be

playing an important role in the product category as 37 respondents strongly agree and 30

respondents agree with the above statement.


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INTERPRETATION:-

From the above graph, the respondents are choosing the Anchor switches as it is known for

safety and the respondents do not comprise on price as they give the first preference to safety. So

majority of the respondents 73% are willing to pay more money in order to buy Anchor switches.


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INTERPRETATION:-

From the above graph, it is observed that majority of 73 respondents in which 29 strongly agree

that the customer would be disappointed if we did not carry this brand .


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Customers consider Anchors switches to be a good buy



INTERPRETATION:-

It is observed from the above graph, that majority of the respondents 70 (31 strongly agree and

39 agree) agree that the anchors switches are considered as good buy while only 17 disagree in

which 6 strongly disagree with the above statement.


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INTERPRETATION:-

Among 100 respondents 43% neither agree nor disagree with the above statement that the

anchor switches usually keeps its promises.


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21. What is the overall satisfaction with Anchors switches?

a. Highly satisfied b. satisfied c. Neutral d. Dissatisfied e. Highly dissatisfied

INTERPRETATION:-

From the above graph, majority of the respondents (66) in which 32 highly satisfied and

34 satisfied with the overall satisfaction on Anchor switches.


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DATA ANALYSIS

Strong advertising support * overall satisfaction

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 26.854a 16 .043Likelihood Ratio 27.329 16 .038Linear-by-Linear

Association

.275 1 .600

N of Valid Cases 100

a. 19 cells (76.0%) have expected count less than 5. The minimum

expected count is .20.

Sales promotion campaigns * overall satisfaction

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 15.027a 16 .523

Likelihood Ratio 16.831 16 .397Linear-by-Linear

Association

.198 1 .657




Merchandising support * overall satisfaction


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 12.461a

16 .012Likelihood Ratio 14.293 16 .177

Linear-by-Linear

Association

.113 1 .736




Product range * overall satisfaction

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



Association

.013 1 .910




Category Information * overall satisfaction


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


Likelihood Ratio 16.803 16 .398

Linear-by-Linear

Association

.160 1 .689




Future growth in product category * overall satisfaction

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)

Pearson Chi-Square 35.378a 16 .004Likelihood Ratio 34.513 16 .005

Linear-by-Linear

Association

3.039 1 .081





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Willing to pay more * overall satisfaction

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



Association

.131 1 .717




Disappointment of customers * overall satisfaction

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



Association

.120 1 .730




Consideration of good buy * overall satisfaction


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Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)


Likelihood Ratio 28.385 16 .028

Linear-by-Linear

Association

1.181 1 .277




Promises * overall satisfaction

Chi-Square Tests

Value df

Asymp. Sig. (2-

sided)



Association

.882 1 .348




From the above chi- square analysis the factors like Strong advertising support, Merchandising

support, Product range of Anchors switches, Future growth in product category, Disappointment

of customers if they do not get this product and Consideration of good buy show Pearson Chi-

square value less than 0.05, which proves that these variables influences the retailers perception.

Remaining variables like Sales promotion campaigns, Category Information, customers

Willingness to pay more for anchors switches, Keeping its Promises show Pearson chi-square

value greater than 0.05.

Hypothesis testing:

Null Hypothesis: Retailers are not satisfied with performance of Anchors switches.


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Alternative Hypothesis: Retailers are satisfied with the performance of Anchors switches

Out of 10 variables 6 variables show retailers positive influence (Pearson chi-square value less

than 0.05) on Anchors switches. Therefore we can conclude that the Alternative hypothesis is

accepted and declare retailers are satisfied with the performance of Anchors switches.


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FINDINGS:

1. Majority of respondents will be having the anchor switches in their shop for its quality

and brand name and only 18% will not be having the same.

2. Anchors switches are the only brand which gives maximum profit to the retailers

followed by Philips, orient, penta, legrand etc. It does not help anchor switches in getting

maximum revenue.

3. Philips is the next brand preferred by customer in the absence of Anchors.

4. Most of the retailers feel that the service provided by the anchor is very good. Very few

respondents feel that the service is bad.

5. The price of Anchor switches is less than other competitors in the market. Also it is the

only brand that gives highest profit to the retailers. It eluded retailers to make available to

this brand in their shops.

6. The credit offered by dealer/wholesaler is very low. Most the retailers are dissatisfied in

terms of Credit offers.

7. In terms of the advertising support, promotional campaigns, merchandising support

retailers are dissatisfied with respect to Anchors switches.

8. In terms of Information supplied by the manufacturer, future growth, price,

disappointment of customers if they do not carry this brand, keeping promises retailers

are satisfied with respect to Anchors switches.

9. Finally, out of 100 respondents, majority of the respondents (66%) are satisfied with the

Anchors switches. Only few respondents (21%) are dissatisfied with the same product.


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Suggestions:

1. The service level of Anchors switches is in satisfactory level. Hence it would concentrate

more on service level in order to maintain association with the retailers.

2. The price of Anchor switches is less, the profit margin for retailer is high, and the sales of

anchor switches compared to competitors are low. This is an imbalanced equation which

will affect the business of anchor switches. Hence it will slightly decrease the profit

margin and increase the availability in order to get the breakeven point.

3. Anchors switches have to increase the advertising support, promotional campaigns,

merchandising support to the retailers. Because, in these attributes retailers are

dissatisfied with the concert of Anchors switches.

4. In terms of information supplied by the manufacturer, price and keeping promises,

retailers are satisfied with the concert of anchor switches. So, Anchor switches have to

maintain same level of concert in the near future so that the sales of anchor will cross its

competitors.

5. Finally, anchor switches come out with different designs, various advertising and

promotional campaigns in order to attract the customer make them in such a way that

they will wait for anchor brand.


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Conclusion

The study on The retailers perception towards Anchors switches was undertaken with an

objective to know the potential of anchor switches in the market. The study has been made to

know the satisfaction level of retailers and customer preference towards the anchor switches.

Further it is extended to analyze the perception of retailers towards Anchor switches.

The study was done in Hyderabad city. The primary data is collected by using the questionnaires.

The questionnaires are distributed to the respondents and the collected information is used for the

interpretation and the analysis. The secondary sources of data include data from magazines,

Internet, Books, and various marketing journals. The Hypothesis of the study was framed based

on the factors that retailers are not satisfied with performance of Anchor switches.

From the study it was found that the anchor switches is known for its quality and brand name and

also gives maximum profit to the retailers. But most of the retailers are dissatisfied with

advertising support, promotional campaigns, merchandising support. It is also observed that the

credit offered by dealer/wholesaler is very low.

It is suggested to the management to concentrate more on service level in order to maintain

association with the dealers. It is observed that the price of Anchor switches is less, the profit

margin for retailer is high, and the sales of anchor switches compared to competitors are low.

This is an imbalanced equation which will affect the business of anchor switches. Hence it will

slightly decrease the profit margin and increase the availability in order to get the breakeven

point. It is also suggested that anchor switches come out with different designs, various

advertising and promotional campaigns in order to attract the customers.


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BIBLIOGRAPHY:

1. Ranjit Kumar, Research Methodology, SAGE Publications Ltd, 08-Dec-2010

2. David A. Kenny, Interpersonal perception, Guilford Press, 1994

3. Barry Maund, Perception, Acumen, 2003

WEBSITES:

http://www.sapdesignguild.org/resources/optical_illusions/intro_definition.html

http://property.magicbricks.com/microsite/buy/anchor-electricals/

http://en.wikipedia.org
http://www.google.co.in/search?tbo=p&tbm=bks&q=inauthor:%22Ranjit+Kumar%22http://www.google.co.in/search?tbo=p&tbm=bks&q=inauthor:%22David+A.+Kenny%22http://www.google.co.in/search?tbo=p&tbm=bks&q=inauthor:%22Barry+Maund%22http://www.google.co.in/search?tbo=p&tbm=bks&q=inauthor:%22Ranjit+Kumar%22http://www.google.co.in/search?tbo=p&tbm=bks&q=inauthor:%22David+A.+Kenny%22http://www.google.co.in/search?tbo=p&tbm=bks&q=inauthor:%22Barry+Maund%22


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Annexure Questionnaire

Demographics:

i) Age:____________

a. 15-25yrs b. 25-35yrs c. 35-45yrs d. Above 45yrs

ii) Gender____________________

a. Male b. Female

iii) Shop Name: ___________________

iv) Area__________________________

22. Do you keep Anchors switches in your shop?

a. Yes b. No

23. Which of the following Switches manufacturers gives you maximum profit?


24. Are you satisfied with profit margin you are getting from Anchors switches?

a. Yes b. No

25. Which is the most sellable brand?


26. Which of the following Switches brand will you recommend to consumer in case of

absence of Switches demanded by customer?


27. Which of the following brand is more purchased by consumer?



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28. Do you influence the consumers choice of Brand?

a. Yes b. No c. Cant say

29. What do you feel about service provided by Anchors Switches?

a. Excellent b. Good c. Average d. Bad e. Very bad

30. What do you feel regarding price of Anchors switches comparing with other brand?

a. Very high b. High c. Fair d. Low e. Too Low

31. What is the level of satisfaction with respect to timely supply of the merchandise?


32. What is the level of satisfaction on credit offers by dealer/ whole saler?


Please indicate the extent of agreement or disagreement with the following statements










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41. Customers consider Anchors switches to be a good buy



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43. What is the overall satisfaction with Anchors switches?

a. Highly satisfied b. Satisfied c. Neutral d. Dissatisfied

e. Highly dissatisfied

44. Suggestions please.

_______________________________________________________________________

_______________________________________________________________________

_______________________________________________________________________

___

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