full project of jeevitha

“A STUDY ON SALES PROMOTION OF QUICK HEAL ANTI-VIRUS IN

SANS PAREIL IT SERVICES PVT LTD”

BY

JEEVITHA.M

REG No : 32009631024

Of

SRR Engineering College

A Project Report

(BA9211 - Summer Project report)

Submitted to the

FACULTY OF MANAGEMENT STUDIES

In Partial Fulfillment of the Requirements

For The Award of the Degree

Of

MASTER OF BUSINESS ADMINISTRATION

ANNA UNIVERSITY

CHENNAI-600025

AUGUST 2010

SRR ENGINEERING COLLEGE

PADUR, CHENNAI- 603103

DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE

This is to certify that the project report on ‘A STUDY ON SALES PROMOTION OF QUICK

HEAL ANTI-VIRUS IN SANS PAREIL IT SERVICES PVT LTD’ is a bonafide Summer

project work done by JEEVITHA.M, a full time student of the department of management

studies, SRR Engineering College, in partial fulfillment of the requirements for the award of the

degree of Master of Business Administration of Anna University, during the year 2010 – 2011.

MRS.MUTHU CHITRA.M Prof. G.DILEEP

Faculty Guide HOD

DECLARATION

I JEEVITHA.M here by declare that the Summer Project work entitled “‘A STUDY ON

SALES PROMOTION OF QUICK HEAL ANTI-VIRUS IN SANS PAREIL IT

SERVICES PVT LTD’” submitted to the Anna University in partial fulfillment of the

requirements for the Degree MASTER OF BUSINESS ADMINISTRATION is an authentic

record of work carried out by me under the guidance of MRS. MUTHU CHITRA.M, Faculty,

MBA Department, SRR Engineering College and MR.L.ALLEN,HR MANAGER IN SANS

PAREIL IT SERVICES PVT LTD.

JEEVITHA.M

ACKNOWLEDGEMENT

I am in debt to our Honorable Chairman. Dr.JEPPIAR B.A, B.L, Ph.D for providing excellent

environment and infrastructure in SRR Engineering College, Padur, Chennai for successfully

completing my MBA course.

I thank our Principal Dr.T.SASIKALA for providing all the required facilities for completing

the project work.

My sincere regards are also due to our beloved HOD Department of Management Studies,

Prof.G.Dileep for permitting me to do the project work in SANS PAREIL IT SERVICES PVT

LTD; I sincerely acknowledge the help extended by Mr.L.ALLEN for allowing me to do the

project work in their esteemed organization.

Lastly and most importantly I thank my guide MRS.MUTHU CHITRA.M, MBA faculty

member, for the successful completion of the summer project work.

TABLE OF CONTENTS

CHAPTER CHAPTER HEAD PAGE NO.

I Introduction 1

II Company Profile 4

III Review of Literature 15

IV Research Methodology 17

V Analysis and interpretation 25

VI Findings 55

VII Suggestion 57

VIII Conclusion 58

Bibliography 59

Appendix Questionnaire 60

LIST OF TABLES

S.NO CONTENT PAGE NO

1 AGE OF THE RESPONDENTS 25

2 OCCUPATION OF THE RESPONDENTS 27

3 HOUSEHOLD INCOME OF THE RESPONDENTS 29

4 USAGE OF ANTI-VIRUS SOFTWARE 31

5 CONSIDERATION OF OTHER BRAND WHILE BUYING ANTI-VIRUS

33

6 SOURCE OF PURCHASE 35

7 USAGE OF QUICK HEAL ANTI-VIRUS SOFTWARE BY CUSTOMERS

37

8 BRAND CONSIDERATIO BY RESPONDENTS 39

9 SOURCE OF AWARENESS BY THE RESPONDENTS 41

10 LEVEL OF SATISFACTION OF QUICK HEAL ANTI-VIRUS SOFTWARE

43

11 FACTOR INFLUENCED THE CUSTOMER TO CHOOSE QUICK HEAL ANTI-VIRUS SOFTWARE

45

12 FAVOURITE FEATURE OF QUICK HEAL ANTI-VIRUS BY RESPONDENTS

47

13 SATISFACTION LEVEL IN REMOVAL OF VIRUS 49

14 SATISFACTION OF SALES PROMOTION 51

LIST OF CHARTS

S.NO CONTENT PAGE NO1 AGE OF THE RESPONDENTS 26

2 OCCUPATION OF THE RESPONDENT 28

3 HOUSEHOLD INCOME OF THE RESPONDENT 30

4 IMAGE OF ANTI-VIRUS SOFTWARE 32

5 SOURCE OF PURCHASE 34

6 RESPONDENTS PURCHASE MODE 36

7 USAGE OF QUICK HEAL ANTI-VIRUS SOFTWARE BY CUSTOMERS

38

8 BRAND CONSIDERATIO BY RESPONDENTS 40

9 SOURCE OF AWARENESS BY THE RESPONDENTS 42

10 LEVEL OF SATISFACTION OF QUICK HEAL ANTI-VIRUS SOFTWARE

44

11 FACTOR INFLUENCED THE CUSTOMER TO CHOOSE QUICK HEAL ANTI-VIRUS SOFTWARE

46

12 FAVOURITE FEATURES OF QUICK HEAL ANTI-VIRUS BY RESPONDENTS

48

13 SATISFACTION LEVEL INCUSTOMER TOWARDS REMOVAL OF VIRUS

50

14 SATISFACTION OF SALES PROMOTION 52

CHAPTER-1

INTRODUCTION

Promotion

Promotion is tool with which public will be informed about the availability of a particular product or service and the uses of such product. Production decides the increase in demand for a product, promotion will make the prospective buyers to know about the want, satisfying characteristics of the product, its price and place of availability. This term includes advertisement, personal selling sales promotion and other selling tools which are increasing the sales volume.

Sales Promotion

Sales promotion is different promotion, Sales promotion refers to those marketing activities other than personal selling, advertisement and publicity, which stimulate consumer purchasing and dealer effectiveness, such as displays, shows and expositions, demonstrations and various non-recurrent selling efforts not in the ordinary routine. Its purpose is to increase the desire of salesman, distributors and dealers to sell a certain brand and to make consumers more eager to buy that brand. This includes sales activities which supplement both personal selling and advertising.

Sales promotion is only a part of promotion. Promotion includes sales promotion, advertising, personal selling etc. Promotion helps to make all other marketing activities more effective and efficient, but sales promotion helps only to sales activity. Sales promotion may be done with the help of tools like displays, exhibitions, free sample coupons, premium etc

1

Advertising And Sales Promotion

Adverting is only one element of the promotion mix, but it often consideredprominent in the overall marketing mix design. Its high visibility and pervasivenessmade it as an important social and encomia topic in Indian society.

Promotion may be defined as “the co-ordination of all seller initiated effortsto set up channels of information and persuasion to facilitate the scale of a good orservice.” Promotion is most often intended to be a supporting component in amarketing mix.

Promotion decision must be integrated and co-ordinated with therest of the marketing mix, particularly product/brand decisions, so that it mayeffectively support an entire marketing mix strategy. The promotion mix consistsof four basic elements. They are:-

1 Advertising

Is the dissemination of information by non-personal meansthrough paid media where the source is the sponsoring organization.

2. Personal selling Is the dissemination of information by non-personalmethods, like face-to-face, contacts between audience and employees of thesponsoring organization. The source of information is the sponsoringorganization

2

.

3. Sales promotion

Is the dissemination of information through a wide varietyof activities other than personal selling, advertising and publicity whichstimulate consumer purchasing and dealer effectiveness.

4. Publicity

Is the disseminating of information by personal or non-personalmeans and is not directly paid by the organization and the organization isnot the source.

3

CHAPTER-2

2. COMPANY PROFILE

Company Highlights\

Sans Pareil IT Services Private Limited a Leading Software Development Company

provides a wide spectrum of IT Services in Finland, Hong Kong, Mauritius & Chennai

Our clients span a diverse range of industries and vary in size from the medium to very

large organization Basically originated in Finland, having Off- Shore & On - Shore

Research and Development Support Centres in Finland, and support clients throughout

India, Australia and Switzerland.

We are proud of our Research and Development capabilities and have been the

recipients of government grants and incentives over the years

We provide a powerful set of techniques and standards, which we call the Fail-Safe

Implementation Cycle (FSIC)

We have an outstanding record of profitability since our inception. Our financial

strength and stability is backed by a strong balance sheet

4

Mission

Delivering high tech services of exceptional quality for organizations around the

globe

Sans Pareil accomplishes this by attracting, retaining, and supporting the most

talented engineers, business professionals, Support staff through creating a superior

professional environment

Values

Exceptional Quality of service

Clients are the topmost asset

Philosophy

Superior architecture, design and open standards which is truly vendor neutral are

the driving principle

Sans Pareil drives “Right information, in the hands of the Right People, at the

right time”

5

Areas of Expertise

Document Management Applications

E-Business

Enterprise Resource Management Applications

Low-Level / System-Level Programming

Pervasive Computing / Mobile Technologies

Web Development and Content Management Tool

6

IT Services

Software Engineering Services

Managed Off – Shore facilities

Managed IT Services

IT Consulting

7

Quality Support

Sans Pareil IT Services Private Limited offers exceptional quality in its services and

always puts customers first, striving to exceed expectations at all times. Our goal is to guarantee

that every system, component and process meets specified requirements and customer

expectations. We consistently employ software quality assurance activities to maintain high

quality in our software-related work items. By reviewing the product throughout the

development life cycle, we're able to eliminate software defects at critical points in the process.

During quality control activities, we rigorously test the finished product to detect defects before

shipping to customers. Quality management provides continuous process improvement to the

software product development lifecycle, and defect prevention to the process itself.

8

Team-Driven and Supported

The Software Quality Team offers support and guidance to Sans Pareil's business units in the

areas of:

Software Standards: Software quality standards drive our organizations to consistently meet

the industry standards of the International Organization of Standardization (ISO), the Software

Engineering Institute-Capability Maturity Model (SEI/CMM), the Capability Maturity Model

Integration (CMMI) and the Institute of Electrical and Electronics Engineers (IEEE®), as well as

our own quality standards.

Compliance to Standards: To maintain software quality, we perform consistent internal quality

assurance audits/capability gap assessments of our business units, and external process

performance audits/assessments of our third-party software suppliers. The metrics and audit

report results are promptly communicated to management.

Training: Sans Pareil business units are educated in software techniques and models, tool

usage and quality engineering best practices. We help each business unit establish worldwide

training programs on how to use and implement quality processes, and provide on-going training

Methods/Tools: The Software Quality Team provides assistance to Sans Pareil's Software

Development organizations in evaluating and analyzing internal and third-party tools for

productivity enhancement and use in product development.

Software Change Action Board: Co-chaired by the Software Quality Team, the board reviews

production software releases that will be used to test qualified products before shipment to

customers. These include probe, burn-in and final test software programs.

9

Customer Interface: The Software Quality Team interfaces with external customers to resolve

released software issues and to discuss software process improvement. We also conduct software

process audits in conjunction with Sans Pareil Software Quality Engineering and customers at

third-party supplier sites

Business Model

10

Few of our Potential Clientele

Tyche International Pte Ltd

Saheras International

M S Estates

I-Dreaam

Exotic Power Solutions Private Limited

Big Thahir’s

Great Modular Kitchen

Great Furniture’s

Hafsa Builders

Mi-tech Systems

Multiplex Signages

Sign Mart

11

Supreme Foundation (P) Limited

Chennai Engineering Coating Company P Ltd

Chattels Inc

Quench Beverages

Advanced Fertility Centre

Rakesh Credits Limited

Torvin Audio Systems

Calai Communications Private Limited

Power Electronics Limited

12

2.1 PRODUCT PROFILE

QUICK HEAL

OVERVIEW

Quick Heal Technologies is India’s leading provider of Internet Security tools and is a leader in Anti-Virus Technology in India. A privately held company, Quick Heal Technologies was founded in 1993 and has been actively involved in Research and Development of anti-virus software since then. Quick Heal Technologies has established Quick Heal product family as industry benchmark for computer security. Quick Heal, an award winning security product is installed in corporate, small business and consumers’ homes protecting their computers from viruses and other malicious threats. Serving millions of users worldwide, Quick Heal Technologies employs more than 350 people in eighteen branch offices and is headquartered at Pune, India. Quick Heal Technologies was formed for catering the demand of highly reliable anti-virus software, which would successfully tackle the growing number of virus problems and give computer users reliable and affordable product option. Quick Heal Technologies is focused to provide products and services of high quality and adapt to the ever changing needs of consumers’. Quick Heal Technologies has firmly established its position in India and also operates through a network of dealers and channel partners in more than 50 countries worldwide.

13

GLOBAL PERSPECTIVE

In more ways than one, Quick Heal Technologies today has gained a position of strength and credibility on the AntiVirus map of the world. It is, for the company, the dawn of a new perspective, no longer confined to domestic industry leadership but signifying the emergence of a global institution with the caliber and competence that global presence demands.

What this means is a disciplined and dedicated effort to surpass levels of excellence the company has achieved in the past; it means bench-marking the merits of some of the most successful companies in the world; it means having to position one’s product in line with some of the best available in the international market place. It is a task we, at Quick Heal Technologies, have worked hard to achieve, shaping the skills at our disposal to attain world standards – right from the software engineering and quality assurance processes to products that excel in performance; from effective communication and promotion to widespread networking and successful marketing strategies; from inspired employee culture and innovation to good corporate governance.

In more ways than one, we have taken to the world order and it is for us now to seek and cross frontiers that we have never attempted before.

14

CHAPTER -3

3. REVIEW OF LITREATURE

Sales promotion is an incentive given to the consumer to buy the company’s products orservices. Although some sales promotions can be continuous (frequent flier miles), most of such programs are short-term.

They are usually used to cash in on a particular season or festival. Sales promotions sometimes can be a better choice compared to advertising when the customer base is small and geographically distributed. Marketers have found that in the information world where the customers are continuously bombarded with nearly infinite amount of messages, advertising alone is not enough. To meet their sales they must use additional promotional methods in addition to advertising. Also, the high cost of advertising may cause marketers to seek alternative, lower cost promotional techniques to meet their goals. This role is fulfilled by sales promotion.

In this report, we will talk about the importance of sales promotions and the different types of sales promotions. We will explore the various options available to us other than sales promotion. Different types of sales promotions are most effective depending on the stage of the product life cycle. We will thus look at the options which the marketer should follow to get maximum benefit out of the promotion campaign.

Before reaching a definite answer, we will also need to look at some of the possible negative effects of sales promotion. By exploring all these areas, we feel that we will be able to answer the question as

15

What is Sales Promotion?

Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity.

As a reward, marketers offer something of value to those responding generally in the form of lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price).

Sales promotions are often confused with advertising. For instance, a television advertisement mentioning a contest awarding winners with a free trip to a Caribbean island may give the contest the appearance of advertising.

While the delivery of the marketer’s message through television media is certainly labeled as advertising, what is contained in the message, namely the contest, is considered a sales promotion.

In a time when customers are exposed daily to a nearly infinite amount of promotional messages, many marketers are discovering that advertising alone is not enough to move members of a target market to take action, such as getting them to try a new product. Instead, marketers have learned that to meet their goals they must use additional promotional methods in conjunction with advertising.

Other marketers have found that certain characteristics of their target market (e.g., small but geographically dispersed) or characteristics of their product (e.g., highly complex) make advertising a less attractive option. For these marketers better results may be obtained using other promotional approaches and may lead to directing all their promotional spending to non-advertising promotions.

16

CHAPTER- 4

4. RESEARCH METHODOLOGY

DEFINITON OF RESEARCH:

According to Clifford woody, research comprise defining and redefining

problem, formulating hypothesis of suggested solution. Collecting organizing and evaluating

data, making deduction and reaching conclusion and at last carefully testing the conclusion to

determine whether they fit the following hypothesis. A way to systematically solve the research

problem along with the logic behind, define research methodology. It explains why the research

study has been understand, how the problem has been collected and what way and why the

hypothesis has been formulated, what data have been collected and what particular method has

been adopted, why particular technique of analyzing data has been used and a host of similar

other questions are usually answered concerning a research problem or study.

RESEARCH DESIGN

“A Research design is the arrangement of conditions for collecting and analysis of

data in a manner that aims to combine relevance to the research purpose with economy in

procedure.” According to Kerlinger Research design is the plan, structure and strategy of

investigation conceived so as to obtain answers to research questions and control variance.

DESCRIPTIVE RESEARCH

Descriptive research includes surveys and fact-findings enquires of different

kinds. The major purpose of descriptive research is description of the state of affairs, as it exists

at present. The research design used for this study is descriptive in nature. It is the simplest form

of research design.

17

SAMPLE DESIGN

A definite plan for obtaining a sample from a given population i.e.; the technique

adopted in selecting items for the sample.

SAMPLE UNIT:

A decision has to be taken concerning a sampling unit before selecting sample. Here

the sampling unit includes the customers of SANS PAREIL IT SERVICES PVT LTD.

SAMPLING TECHNIQUE:

A non-probability sample is the one in which the sampling units are selected by

chance and for which there is a known chance of each unit being selected.

SAMPLING TYPE:

In this study convience sampling type is used.

SAMPLING SIZE:

Based on the sampling method adopted the sampling size arrived at 50.

SOURCE OF DATA:

The task of data collection begins after a research problem has been defined and

research design/plan has been chalked out. Both the primary and secondary data has been

collected.

18

PRIMARY DATA:

Primary source of data is obtained by the researcher directly from the respondent which

has not been collected previously. Primary data are first hand information collected through

various methods such as observation and interviewing. The primary data was collected through

questionnaire by surveying the mentioned sample unit.

SECONDARY DATA:

Secondary data is referred to the information already available either published or

unpublished. Secondary data is also collected through books, periodicals, magazines and

websites on safety and welfare.

RESEARCH INSTRUMENT:

The instrument used for the study is questionnaire. Questionnaire is widely used and

important method to collect primary data for any research program. Data collection through

questionnaire is quite popular, particularly in case of big enquires. Each questionnaire was given

to an individual and humbly requested to fill it in my present. The objective of the study was

kept in mind while setting up the questionnaire.

TYPES OF RESEARCH:

The type of research used by the researcher is descriptive. “Descriptive research” is the

arrangement of conditions for collection and analysis of data in a manner that aims to combine

the relevance to research purposes with the economy in procedure. The major purpose of

descriptive research is the description of the state of affairs, as it exists at present. In other terms,

the term ex-post facto research is used for descriptive research study.

19

STATISTICAL TOOLS:

The data collected are classified, analyzed and tabulated. The statistical tools are

applied for the analysis of the data. The tools used are percentage method and chi – square test

And weighted average method.

Percentage Method

Percentages are used in making comparison between two or more series of data. Percentage

can also be used to compare relative terms, the distribution of two or more series of data.

Formula:

Percentage (%) = No. of respondents x 100

Total no. of respondent

Weighted Average Method:

The weighted moving average is obtained on dividing the weighted moving totals by the

sum of weights. Let X1, X2, X3, X4….Xn occur with weights W1, W2, W3…Wn then

20

WEIGHTED MOVING AVERAGE = ∑WiXi

∑wi

A weighted moving average with appropriate weights generally used when the moving averages

are strongly affected by extreme values.

21

4.1 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:

To study sales promotion of quick heal Anti-virus software in sans pareil IT

services pvt ltd.

SECONDARY OBJECTIVE:

To identify the source of awareness.

To find out customer opinion towards the product.

To identify customer buying behavior of the Anti-virus software.

To suggest suitable measures to improve the sales promotion.

22

4.2 SCOPE OF THE STUDY

Sales promotion is only a part of promotion. Promotion includes sales promotion, advertising, personal selling etc.

Promotion helps to make all other marketing activities more effective and efficient, but sales promotion helps only to sales activity. Sales promotion may be done with the help of tools like displays, exhibitions, free sample coupons, premium etc.

To examine the scope and importants of sales promotion. Sales promotion encompasses paid marketing communication activities ( other then advertising,publicity or personnal selling) that stimulate consumer purchase and dealer effectiveness.

The study emphasis the importance of the sales promotion.

It monitors the need for improvement in Quick heal anti-virus software.

The study helps to understand the effectiveness of sales promotion.

23

4.3 LIMITATIONS OF THE STUDY

The findings of the study are based on the information provided by the

respondents.

Time spent on research was limited.

Respondents are reluctant to give their suggestions open- mindedly.

The study is limited to sans pareil IT services pvt ltd.so the results cannot be

generalized.

24

CHAPTER- 5

5. DATA ANALYSIS AND INTERPRETATION

SIMPLE PERCENTAGE ANALYSIS

Table 1: AGE OF THE RESPONDENTS

Inference:

From the above table,it is inferred that 12% of the respondents are below age

of 20yrs,52% of the respondents are between the age of 20-30yrs,30% of the

respondents are between the age of 30-40yrs and 6% of the respondents are above

the age of 40 yrs.

25

Age No.of.respondents Percentage(%)

Below 20 yrs 6 12

20-30 yrs 26 52

30-40 yrs 15 30

Above 40 yrs 3 6

Total 50 100

CHART 1: AGE OF THE RESPONDENTS

Age

below 20yrs20-30yrs30-40yrsabove 40yrs

26

TABLE 2: OCCUPATION OF THE RESPONDENT

Occupation No. of.Respondents

Percentage(%)

Student 9 18Pvt sector emp 19 38Pub sector emp 19 38Others 3 6Total 50 100

Inference:

From the above table, it is inferred that 18% of the respondents are students, 38% of the respondents are private sector employees, 38% of the respondents are public sector employees, and the remaining 6% are others.

27

CHART 2: OCCUPATION OF THE RESPONDENT

Student

PVT Sector Emp

Public Sector Emp

Others

0 2 4 6 8 10 12 14 16 18 20

Percentage(%)No.Of.Respondents

28

TABLE 3: HOUSEHOLD INCOME OF THE RESPONDENTS

Household income No ofRespondent

Percentage(%)

<10000 6 1210001-20000 22 4420001-30000 15 30>30000 7 14Total 50 100

Inference

From the above table it is inferred that 12% of the respondents are getting Rs<10000 as their salary ,44%of the respondents are getting between Rs10001-Rs20000 as their salary ,30% of the respondents are getting between Rs20001-30000 as their salary and 14% of the respondents are getting Rs>40000 as their salary.

29

CHART 3: HOUSEHOLD INCOME OF THE RESPONDENTS

<Rs.10,000

Rs.10,000-Rs.20,000

Rs.20,000-Rs.30,000

>Rs.30,000

0 5 10 15 20 25

percentage%No.Of.Respondents

30

TABLE 4: USAGE OF ANTI-VIRUS SOFTWARE

Image No. ofRespondents

Percentage(%)

Less than 1 yr 12 241-2 yrs 27 54More than 2 yrs 11 22Total 50 100

Inference

From the above table it is inferred that, the usage of anti- virus software for ,less than 1 year in 12%,the usage of the anti-virus software for 1-2 years is 54% and the usage of anti-virus software for more than 2 years is 22%.

31

TABLE 4: USAGE OF ANTI-VIRUS SOFTWARE

Less than 1 Year 1-2 Years More Than 2 Years0

5

10

15

20

25

30

No.Of.RespondentsPercentage

32

TABLE 5: CONSIDERATION OF OTHER BRAND WHILE BUYING ANTI-VIRUS

Consideration No. of Respondents Percentage(%)

Yes 17 34No 33 66Total 50 100

Inference

From the above table it is inferred that, 34% of the respondents are says that they considered other antivirus brand while buying quick heal anti-virus and 66% of the respondents are says that they do not considered other antivirus brand while buying quick heal anti-virus.

33

CHART 5: CONSIDERATION OF OTHER BRAND WHILE BUYING ANTI-VIRUS

Yes

No

0 5 10 15 20 25 30 35 40

No.of.RespondentsPercentage

34

TABLE 6: SOURCE OF PURCHASE

source of purchase No. of respondents Percentage (%)

Online 18 36Retailer 32 64Total 50 100

Inference

From the above table it is inferred that, 36% of the respondents purchase their antivirus software through online and 64% of the respondents purchase their antivirus software from retailers.

35

CHART 6: SOURCE OF PURCHASE

percentage

ONLINERETAILER

36

TABLE 7: USAGE OF QUICK HEAL ANTI-VIRUS SOFTWARE BY CUSTOMERS.

Duration No. of respondents Percentage (%)

Less than 1 yr 9 181-2 yrs 22 44 More than 2 yrs 19 38Total 50 100

Inference

From the above table inferred that,18% of the respondents are using quick heal antivirus for less than1 year,44%of the respondents are using quick heal anti virus between 1-2 years and 38% of the respondents are using quick heal antivirus for more than 2 year

37

CHART 7: USAGE OF QUICK HEAL ANTI-VIRUS SOFTWARE BY CUSTOMERS.

percentage

less than 1yr1-2 yrsmore than 2yrs

38

TABLE 8: BRAND CONSIDERATION BY RESPONDENTS

Brand No. of respondents Percentage(%)

Norton Anti- Virus 14 28Avast anti-Virus 16 32Avg Anti- Virus 7 14Kaspersky Anti-Virus 8 16mcAfee Anti- Virus 5 10Total 50 100

Inference

From the above table it is inferred that,28% of the respondents said that Norton anti virus is the other brand considered by them before buying the Quick heal anti virus,32% of the respondents prefer Avast antivirus is the other brand considered by them,14% of the respondents prefer Avg antivirus is the other brand considered by them,16% of the respondents prefer Kaspersky antivirus is the other brand considered by them and 10% of the respondents prefer mcAfee antivirus is the other brand considered by them before buying the quick heal anti-virus.

39

CHART 8: BRAND CONSIDERATION BY RESPONDENTS

Norton Anti- V

irus

Avast

anti-Viru

s

Avg Anti- V

irus

Kaspers

ky Anti-Viru

s

MCAfee Anti- V

irus

0

2

4

6

8

10

12

14

16

No. of respondentsPercentage%

40

TABLE 9: SOURCES OF AWARENESS

Source of awareness No. of Respondents Percentage (%)

SMS 11 22WOM 8 16Internet forum 15 30Mall display 10 20Advertisement 6 12Total 50 100

Inference

From the above table it is inferred that,22% of the respondents said that they aware of quick heal by SMS,16% of the respondents said that they aware of quick heal by WOM,30% of the respondents said that they aware of quick heal by Internet forums,20% of the respondents said that they aware of Mall display and 12%of the respondents said that they aware of quick heal by Advertisements.

41

CHART 9: SOURCES OF AWARENESS

SMS

WOM

Internet Forum

Mall Display

Advertisement

0 2 4 6 8 10 12 14 16

Percentage%No.Of.Respondents

42

TABLE 10: LEVEL OF SATISFACTION OF QUICK HEAL ANTI-VIRUS SOFTWARE.

Satisfaction factor No. of Respondents Percentage (%)

Highly Dissatisfied 6 12Dissatisfied 8 16Neutral 12 24Satisfied 17 34Highly Satisfied 7 14Total 50 100

Inference

From the above table it is inferred that, 12% of the respondents are highly dissatisfied with quick heal anti-virus software,16% of the respondents are dissatisfied quick heal anti-virus software,24%of the respondents are neutral with quick heal anti-virus software,34% of the respondents are satisfied with quick heal anti-virus software and 14%of the respondents are highly satisfied with quick heal anti-virus software.

43

CHART 10: LEVEL OF SATISFACTION OF QUICK HEAL ANTI-VIRUS SOFTWARE.

percentage

highly satisfiedsatisfiedneturaldissatisfeidhighly dissatisfied

44

TABLE 11: FACTOES INFLUENCED THE CUSTOMER TO CHOOSE QUICK HEAL ANTI-VIRUS SOFTWARE.

Factors No. of Respondents Percentage (%)\

Price discount 13 26Extended warrantyTime period

24 48

Drive installation 10 20Drive back up 1 2Drive upgrade 2 4Total 50 100

Inference

From the above table it is inferred that 26% of the respondents said price discount is induced them to buy quick heal anti-virus software,48%of the respondents said extended warranty time period is induced them to buy quick heal anti-virus software,20% of the respondents said drive installation is induced them to buy quick heal anti-virus software,2% of the respondents said drive backup is induced them to buy quick heal anti-virus software and 4%of the respondent said drive upgrade is induced them to buy quick heal software.

45

CHART 11: FACTORS INFLUENCED THE CUSTOMER TO CHOOSE QUICK HEAL ANTI-VIRUS SOFTWARE.

PriceDiscount

Extended Warranty

Drive Installation

DriveBackup

DriveUpgrade

0 5 10 15 20 25


46

TABLE 12: FAVOURITE FEATURE OF QUICK HEAL ANTI-VIRUS BY RESPONDENTS.

Features No. of Respondents Percentage (%)

Drive installation 12 24Drive backup 19 38Drive upgrade 19 38Total 50 100

Inference

From the above table it is inferred that,24% of the respondents said that, their favorite feature is drive installation,38% of the respondents said that ,their favorite feature is drive upgrade and 38% of the respondents said that, their favorite feature is drive upgrade.

47

CHART 12: FAVOURITE FEATURE OF QUICK HEAL ANTI-VIRUS BY RESPONDENTS.

percentage

drive installationdrive backupdrive upgrade

48

TABLE 13: SATISFACTION LEVEL IN REMOVAL OF VIRUS.

Removal of virus No. of Respondents Percentage (%)


Inference

From the above table it is inferred that, 16% of the respondents are highly dissatisfied with the removal of virus,24% of the respondents are dissatisfied with the removal of virus,28% of the respondents are netural in removal of virus,26% of the respondents are highly satisfied with the removal of virus.

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CHART 13: SATISFACTION LEVEL IN REMOVAL OF VIRUS.

Highly Dissatisfied

Dissatisfied

Neutral

Satisfied

Highly

Satisfied

0 2 4 6 8 10 12 14


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TABLE 14: OF SATISFACTION OF SALES PROMOTION

Promotional activity No. of Respondents Percentage (%)


Inference

From the above table it is inferred that 14% of the respondents highly dissatisfied with the promotional activities,20% of the respondents are dissatisfied with the promotional activities,32% of the respondents are netural in promotional activities,24% of the respondents are satisfied with the promotional activities and 10% of the respondents are highly satisfied with promotional activities.

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TABLE 14: SATISFACTION OF SALES PROMOTION

percentage

highly dissatisfieddissatisfiedneutralsatisfiedhighly satisfied

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WEIGHTED AVERAGE METHOD

1.Level of Satisfaction in sales promotion:

Level of Satisfaction

Highly dissatisfied

Dissatisfied Neutral Satisfied Highly satisfied

Total weight rank

SMS 19 95 7 28 4 12 12 24 8 8 167 3.3 1

WOM 1 5 8 32 11 33 15 30 15 15 115 2.3 3

Internet forum 3 15 7 28 8 24 21 22 11 11 120 2.4 2

advertisement 3 15 3 12 5 15 18 36 21 21 99 1.94 4

The weighted moving average is obtained on dividing the weighted moving totals by the

sum of weights. Let X1, X2, X3, X4….Xn occur with weights W1,W2,W3…Wn then


∑wi

INFERENCE:

From the above table it is inferred that ,the level of satisfaction in sales

promotion ,SMS ranks 1st,Internet forum ranks 2nd,WOM ranks 3rd and

Advertisement ranks 4th.

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2.Source Of Effectiveness Of the Respondent:

Source of effective

Highly effective

effective Neutral Not effective

HighlyNot effective

Total weight

Rank

SMS 23 115 8 32 4 12 6 12 9 9 180 3.6 2

WOM 10 50 24 96 9 27 4 8 3. 3 184 3.68 1

Internet forum 7 35 17 68 16 48 4 8 6 6 165 3.3 3

advertisement 14 70 17 68 8 32 3 6 8 8 184 3.68 1

The weighted moving average is obtained on dividing the weighted moving totals by the sum

of weights. Let X1, X2, X3, X4….Xn occur with weights W1,W2,W3…Wn then


∑wi

INFERENCE:

From the above table inferred that the effectiveness in source,WOM and

advertisement ranked 1st,SMS ranked 2nd and Internet forum ranked 3rd.

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CHAPTER-6

6. FINDINGS

1. It is found that 52% of the respondents are between the age of 20-30yrs and 30% of the Respondents are between the age of 30-40yrs.

2. It is found that 38% of the respondents are private sector employees and 35% of the respondents are public sector employee.

3. It is found that 44% of the respondents house hold income are between Rs10,000- Rs20, 000 and 30% of the respondent’s household income are between Rs 200001- Rs 30000.

4. It is found that 54% of the respondents are using anti-virus software for 1-2 years and 24% of the respondents are using anti-virus software gor less than I year.

5. It is found that 66% of the respondents not considered other Antivirus software as 34% of the respondents are consider other Antivirus software.

6. It is found that 64% of the respondents made their purchase from retailers and 36% of the respondents made their purchase from online.

7. It is found that 44% of the respondents are using quick heal Antivirus software and 38% of the respondents are not using quick heal Antivirus software.

8. It is found that 32 % of the respondents considerd Norton Antivirus software before Buying this Antivirus software and 32% of the respondents considered Avast Antivirus software before buying this Antivirus software.

9. It is found that 30% of the respondents considered Internet forums is their source of awareness as 22% of the respondents considered SMS is their source of awareness.

10. It is found that 34% of the respondents said that they are satisfied with the quick heal anti- virus software factor and 24% of the respondents are netural with the quick heal anti-virus software factor.

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11. It is found that WOM and advertisement is ranked first with the effectiveness of promotion among the respondents and SMS is ranked second with the effectiveness of promotion among the respondents.

12. It is found that 48% of the respondents are induced by extended warranty and time period&26% of the respondents are induced by price discount

13 . It is found that 35% of the respondents favorite feature is drive back up and 38% of the Respondent’s favorite feature is drive upgrade.

14. It is found that 28% of the respondents are neither dissatisfied nor satisfied with the Removal of virus and 26% of the respondent are satisfied with the removal of virus.

15. It is found that 32% of the respondents are neither dissatisfied nor satisfied with the Promotional activities and 24% of the responsible are satisfied with the Promotional activities.

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CHAPTER -7

7. SUGESSTION

Majority of the customers said that the Extended warranty induced them to

buy the Quick heal Anti-virus software. so they should focus more on

Extended warranty on par with the competitors in future also.

Drive backup is one of the feature which attracted most of the customers. So

the company can project this feature in their advertisements and sales

promotion activities, so that they can attract more customers,as well as to

satisfy them.

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CHAPTER-8

8. CONCLUSION

The project entitled “The study on sales promotion of Quick

heal Anti-virus in sans pareil IT services private limited”. It is

concluded that the sales promotion is satisfactory. The company

should not stop with to survive in the competitive environment,

Continous improvement is essential. So that the company should

keep on concentrating on improving the effectiveness in sales

promotion. So that they can make the customers aware of the

product as well as increasing the sales. The reasearcher has

suggested suitable measures which helps the company to

improve its sales promotion.

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BIBLIOGRAPHY

C.R.Kothari, Research Methodology, New Age International Publishers,

Third Reprint Edition 2004.

Philip Kotler, Marketing management , Millennium Edition 2008.

Paul Baisen et al, Marketing ,oxford university press,2008.

Boyd Walker, Marketing Management,McGraw Hill , 2002.

WEBSITES

www.google.com

www.5paisa.com

www.encyclopedia.com

www.indiainfoline.com

59

http://www.indiainfoline.com/

http://www.encyclopedia.com/

http://www.5paisa.com/

http://www.google.com/

ANNEXURE

A STUDY ON SALES PROMOTION IN QUICK HEAL

ANTI-VIRUS SOFTWARE IN SANS PAREIL IT SERVICES PVT LTD.

QUESTIONNAIRE

1. Name:

2. Age: (a)less than 20yrs (b)20-30yrs (c)30-40yrs (d)above40yrs

3. Qualification:

4. what is your occupation? (a)student (b)private sector employee (c)public sector employee (d)others

5. Monthly household income: (a)<Rs.10,000 (b)Rs.10,000-Rs.20,000 (c)Rs.20,001-Rs.30,000 (d)> Rs.30,000

6. How long are you using Anti-virus software? (a)less than 1yr (b)1-2 yrs (c)more than 2 yrs

7. Did you considered other Anti-virus software while buying this Anti-virus? (a) Yes (b) NO

7 (a).If yes what brand ------------------------------

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8. Where did you buy this software? (a)online (b) Retailer

9. How long are you using Quick heal Anti-virus software? (a)less than 1 yr (b)1-2 yrs (c) more than 2 yrs

10 .Mention the brand which you consider before buying this Anti-virus software? (a)Nortan Anti-virus( b)Avast Anti-virus (c)Avg Anti-virus (d)kaspersky Anti-virus (e) mcAfee Anti-virus

11.Mention the source of awareness of this Quick heal Anti-virus product? (a) SMS (b) WOM(word of mouth) (c) internet forum (d) Mall display (e) Advertisement.

12.To what extent you are satisfied with the quick heal product factor? (a)Highly dissatisfied (b) dissatisfied (c) Neutral (d) satisfied (e) highly satisfied.

13.Mention your level of satisfaction of below types of sales promotion ?

Particulars Highly dissatisfied

Dissatisfied Neither satisfied nor dissatisfied

Satisfied Highly satisfied

SMSWOMInternet forumAdvertisement

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14.Among the above mentioned which source is highly effective? Particulars Highly

effectiveEffective Neutral Not

effectiveHighly not effective

SMSWOMInternet forumAdvertisement

15.To what extent you are satisfied with the Quick heal product software factor?

(a) Highly dissatisfied (b)dissatisfied (c)Neither dissatisfied nor satisfied (d)Satisfied (e)Highly satisfied

16. What induced you to buy our Quick heal product?

(a)price discount (b) Extended warranty time period (c)Drive installation (d) Drive back up (e) Drive upgrade

17 What is your favourite feature of this Quick heal Anti-virus drive?

(a)Drive installation (b) Drive back up (c) Drive upgrade

18.To what extent you are satisfied with the removal of virus?

(a) Highly dissatisfied (b)dissatisfied (c)Neither dissatisfied nor satisfied (d)Satisfied (e)Highly satisfied

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full project of jeevitha

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