project report of mba at havells wires

SCHOOL OF MANAGEMENT AND BUSINESS STUDIES, MGU

Chapter 1

INTRODUCTION

PROJECT REPORT CONDUCTED AT HAVELLS INDIA PVT LTD, COCHIN


1.1 BACKGROUND

The topic of consumer behaviour is one of the massively studied topics by the researchers

and marketers in the past and still being studied. Researchers show different reasons as to why

consumer behaviour has been the topic of many academics and researchers. One of the common

views is that understanding consumer behaviour has become a factor that has a direct impact on

the overall performance of the businesses (Kotler and Keller, 2012).

It is worth noting that consumer buying behaviour is studied as a part of the marketing

and its main objective it to learn the way how the individuals, groups or organizations choose,

buy use and dispose the goods and the factors such as their previous experience, taste, price and

branding on which the consumers base their purchasing decisions (Kotler and Keller, 2012). This

study will introduce some other areas of research background of consumer behaviour addressing

the works of researchers and marketers.

Many researchers have conducted studies and identified the relationship between the

habits and previous experience on the consumer buying decision. Their findings show that

personal habits and previous experience on of the consumers have a direct impact on the

consumers’ purchase decision. They also found that the image of the product has a crucial

impact on the purchasing decision of the consumer and further recommended that the product

image should continuously be improved in order to encourage the consumers towards

purchasing.

1.2 SCOPE AND SIGNIFICANCE OF THE STUDY

The study was conducted at Havells India Pvt.Ltd, Cochin; in order to determine the

purchase decision of buyers, mainly: builders and traders/ dealers. If we understand what makes

the end customers ie; builders and traders rely and continue the usage of Havells products

(wires), then we know which areas to focus on and improve. Many believe that discounts and

benefits have a significant impact on their turnover rate. However, the company could provide

these at an acceptable level only, but increasing them will not have the desired effect of raising

the sales. There is not much of a price variation and attribute level between the rival brands of

wires. Yet it is important to note that the price levels of wires are determined by the copper

prices.



It is at this event that the organisation should convince its customers as well as the end

users to stick on to the brand. The study thus aims to provide an insight to the current trends and

market requirements from two different viewpoints of customers, which would help the

organisation to plan and implement policies and strategies to improve consistently.

1.3 STATEMENT OF THE PROBLEM

The study is designed to conduct a satisfaction survey among the end customers ie,

traders/ dealers and builders at Havells India Pvt Ltd, Cochin. The organization wants to analyze

the trends in the market and needs to get suggestions for retaining their customers. The company

wants to see whether the customers are satisfied with the current offering of the products and to

find out the areas which need improvement. Hence problem of the study can be stated as “what

are the reasons for purchase decision of customers towards Havells wires.”

1.4 OBJECTIVES OF THE STUDY

Primary Objective:-

A relative study of the purchase decision of customers towards Havells wires.

Secondary Objective:-

To find out the Havells brand image in comparison to rival firms.

To find out Havells’s growth and standing in the minds of the customers and dealers.

1.5 RESEARCH METHODOLOGY

1.5.1 TYPE OF STUDY

This is a descriptive Study.



1.5.2 TYPE OF DATA USED

Primary and Secondary data were used for this study.

1.5.3 SOURCES OF DATA

Primary data were collected from 2 series of customers (builders and dealers) of Havells India

Pvt Ltd, Cochin and Secondary data were collected from company records and websites.

1.5.4 POPULATION

The population under this study includes the customers of Havells India Pvt Ltd, Cochin

(Builders and traders).

1.5.5 SAMPLING METHOD

The method of sampling was Convenient sampling.

1.5.6 SAMPLE SIZE

Fifty end-customers (including builders and traders) were contacted for the study.

1.6.7 METHOD OF DATA COLLECTION

The method used for data collection was survey and questionnaire method.

1.5.8 TOOLS USED FOR DATA COLLECTION

Questionnaire was administered among respondents to collect primary data.

Secondary data were collected through Desk Research.

1.5.9 TOOLS USED FOR PRESENTATION OF DATA

The analyzed results are represented by formulating tables and charts based on the

information gathered.

1.6 LIMITATIONS OF THE STUDY

The findings of the study are confined only to Havells India Pvt Ltd, cochin

and hence the results cannot be generalized to any other Organization.

Time and resource constraint.

The respondents in many cases were unwilling to provide all the information due to busy

schedule.

The same information cannot be accessed due to its confidential nature.



1.7 CHAPTERISATION

Chapter 1 gives an introduction about the topic, its objectives, scope and significance,

limitations.etc. Chapter 2 briefly describes the Industry as well as company profile. Chapter 3

summarizes the earlier studies and theories related to the topic. Data collected on the topic is

analyzed and Interpreted in 4 th Chapter. Findings based on the study conducted are presented in

Chapter 5.Chapter 6 deals with Conclusion and suggestions are presented in the final chapter.



CHAPTER-2

INDUSTRY AND COMPANY PROFILES



2.1 INDUSTRY PROFILE

Prospects of the Indian Electric Industry:

Like every other industrial sector in India, the Indian Electrical Industry too

is slowly emerging from out of its "protective cover". For far too long has Indian Industry

remained shackled and consequently inward looking. Over the past fifty years there was

no exposure to global players and competition, with the result that the Industry grew up

in a sheltered environment, dependent on the Government for everything, from licenses

to protection to tariffs. Each one of these interventions was aimed at securing protection

for oneself and ensuring growth of one’s own organization at the cost of industry and

the nation at large. Lack of global competition encouraged a "cost plus" approach,

where every conceivable cost increase was passed on to the customer. There was thus

no motivation to reduce costs.

At the outset, it must be stated that the reduced domestic demand is at best a

temporary phenomenon. The power sector in India is bound to grow and this will

undoubtedly boost demand from the Utilities, quite apart from the industrial demand

which will continue to grow with increased industrial output. The main customers for the wire

and cable industry are the automotive, telecommunication and construction industries. In the past

few years, these three have witnessed a rapid expansion and have led to an annual growth of

about 25% in India.

The wire and cable industry has moved from being a small industry 20 years back to a

very large industry over the last decade. Although it is a volume-driven product, it has a lot of

quality and technical particulars. Over a period of time, the industry has moved from the

unorganized to the organized sector. However, about 35% of this industry is still in the

unorganised sector. Requirements like brand and quality perception are the keys in this Rs

15,000 crore industry.

The wire and cable industry comprises 40% of the entire electrical industry, which is

expected to double in size over the next five years. The industry is growing at a CAGR of 15%

as a result of growth in the power and infrastructure segments. It is expected to grow at similar



rate for the next five years. The government's emphasis on the power sector reforms and

infrastructure will further drive growth.

The wire and cable industry will eventually focus on supplying cables for specific

applications pertaining to the industry needs. India has a lot of potential in the mining, power, oil

and gas, metro railways, cement industry, steel industry and other sectors. Different kinds of

cables like extra high voltage cables, elastomer cables, etc., are now being used for special

applications such as mining/oil sector, shipbuilding /crane cables/elevator cables, cables for solar

power plants, to harness power for new generation motor vehicles, windmill solutions, security

systems and other types of data cables.

2.2 COMPANY PROFILE:

Havells India Ltd is a billion-dollar-plus organization, and is one of the largest & India's

fastest growing electrical and power distribution equipment manufacturer with products ranging

from Industrial & Domestic Circuit Protection Switchgear, Cables & Wires, Motors, Fans, Power

Capacitors, CFL Lamps, Luminaries for Domestic, Commercial & Industrial applications,

Modular Switches & Bath fittings covering the entire gamut of household, commercial and

industrial electrical needs.

Havells owns some of the prestigious global brands like Crabtree, Sylvania, Concord,

Luminance, Linolite & SLI Lighting. With 91 branches / representative offices and over 8000

professionals in over 50 countries across the globe, the group has achieved rapid success in the

past few years. Its 7 state-of-the-art manufacturing plants in India located at Haridwar, Baddi,

Noida,Faridabad, Bhiwadi, Alwar, Neemrana, and 9 state-of-the-art manufacturing plants located

across Europe, Latin America & Africa churn out globally acclaimed products.

Havells is a name synonymous with excellence and expertise in the electrical industry. Its

20000 strong global distribution network is prompt to service customers. The company has

acquired a number of International certifications, like BASEC, CSA,KEMA, CB, CE, ASTA,

CPA, SEMKO, SIRIUM (Malaysia), SPRING (Singapore), TSE(Turkey), SNI (Indonesia) and

EDD (Bahrain) for various products.



Today, Havells and its brands have emerged as the preferred choice of electrical products

for discerning individuals and industrial consumers both in India and abroad. In an attempt to

transform itself from an industrial product company to a consumer products company, Havells

launched the consumer electrical products such as CFLs, Fans, and Modular Switches &

Luminaries.

The essence of Havells success lies in the expertise of its fine team of professionals,

strong relationships with associates and the ability to adapt quickly and efficiently, with the

vision to always think ahead.

Vision:

"To be a globally recognized corporation that provides best electrical & lighting

solutions, delivered by best-in-class people."

Mission:

To achieve their vision through fairness, business ethics, global reach, technological

expertise, building long term relationships with all our associates, customers, partners, and

employees.

2.3 PRODUCT PROFILE:

Havells India Ltd has emerged as preferred choice for discerning range of individual and

industrial consumers. The firms products are approved by international quality bodies such as

KEMA, UL, CE, CSA and VDE and are as per IEC standards. The firm’s commitment is to

manufacture excellence and providing world-class quality products at affordable prices in

creating the industry more energy efficient, now from even wider spectrum of products from

Havells; it offers a complete solution which is not only safe and reliable but also helps to save

energy.

At Havells, it is their philosophy to continuously upgrade products in order to best serve

modern discerning consumers. They feel proud and privileged to share such innovation of

making Havells more environment friendly, Havells aims at providing versatile range of

products and set a new benchmark for quality and performance.



2.4 PRODUCTS:

1) BUILDING CIRCUIT PROTECTION

2) INDUSTRIAL CIRCUIT PROTECTION

3) MOTORS

4) CAPACITORS

5) LIGHTING

6) CFL

7) FANS

8) MODULAR PLATE SWITCHES

9) CABLES AND WIRES

10) DIGITAL DIMMING

11) BATH FITTINGS AND ACCESSORIES



CHAPTER-3

REVIEW OF LITERATURE



3.1 Earlier studies


and marketers in the past and still being studied. One of the common views is that understanding

consumer behaviour has become a factor that has a direct impact on the overall performance of

the businesses (Kotler and Keller, 2012). It is worth noting that consumer buying behaviour is

studied as a part of the marketing and its main objective it to learn the way how the individuals,

groups or organizations choose, buy use and dispose the goods and the factors such as their

previous experience, taste, price and branding on which the consumers base their purchasing

decisions (Kotler and Keller, 2012).

One of such studies of consumer buying behaviour has been conducted by Acebron et al

(2000). The aim of the study was to analyze the impact of previous experience on buying

behaviour of fresh foods, particularly mussels. In their studies the authors used structural

equation model in order to identify the relationship between the habits and previous experience

on the consumer buying decision. Their findings show that personal habits and previous

experience of the consumers have a direct impact on the consumer’s purchase decision in the

example of purchasing fresh mussels. They also found that the image of the product has a crucial

impact on the purchasing decision of the consumer and further recommended that the product

image should continuously be improved in order to encourage the consumers towards

purchasing.

Five Stages Model of consumer decision making process has also been studied by a

number of other researchers. Although different researchers offer various tendencies towards the

definitions of five stages, all of them have common views as they describe the stages in similar

ways. One of the common models of consumer decision making process has been offered by

Blackwell et al (2006). According to him, the five stages of consumer decision making process

are followings: problem/need recognition, information search, evaluation of alternatives,

purchase decision made and post-purchase evaluation.

Each stage is then defined by a number of researchers varying slightly but leading to a

common view about what each stage involves. For example, according to Bruner (1993) first

stage, need recognition occurs when an individual recognizes the difference between what they

have and what they want/need to have. This view is also supported by Neal and Questel (2006)

stating that need recognition occurs due to several factors and circumstances such as personal,

professional and lifestyle which in turn lead to formation of idea of purchasing.



In the next stage, consumer searches information related to desired product or service

(Schiffman and Kanuk, 2007). Information search process can be internal and external. While

internal search refers to the process where consumers rely on their personal experiences and

believes, external search involves wide search of information which includes addressing the

media and advertising or feedbacks from other people (Rose and Samouel, 2009).

Once the relevant information about the product or service is obtained the next stage

involves analyzing the alternatives. Kotler and Keller (2005) consider this stage as one of the

important stages as the consumer considers all the types and alternatives taking into account the

factors such as size, quality and also price.

Backhaus et al (2007) suggested that purchase decision is one of the important stages as

this stage refers to occurrence of transaction. In other words, once the consumer recognized the

need, searched for relevant information and considered the alternatives he/she makes decision

whether or not to make the decision. Purchasing decision can further be divided into planned

purchase, partially purchase or impulse purchase as stated by Kacen (2002) which will be

discussed further in detail in the next chapters.

Finally, post-purchase decision involves experience of the consumer about their purchase.

Although the importance of this stage is not highlighted by many authors Neal et al (2004)

argues that this is perhaps one of the most important stages in the consumer decision making

process as it directly affects the consumers’ purchases of the same product or service from the

same supplier in the future.

.The concept of brand image has been very significant to consumer behavior from post

1950’s. As Aaker and Keller confirmed in Hsieh’s study that, “brand image has been considered

a vital part of a firm’s marketing program, not only because it serves as a foundation for tactical

marketing mix issues but also because it plays an integral role in building long term brand-

equity” (1990).

Definition:

Earlier definitions of brand image are presented in broad terms by Dobni (1990) who put forward

the following writers understanding of brand image. Newman stated it as “everything the people

associate with the brand” (1957). Reynolds (1965) confirms that an image was centered on



drawing a few key beliefs from a vast variety of sources, thus creating your own impression

based on the brand. Herzog’s concurs that brand image was “the sum of the total impressions.”

(1973). Indeed, such definitions all concur together; echoed by the words of Levy who stated that

“a brand image is a constellation of pictures and ideas in people’s minds that sum up their

knowledge of the brand and their main attitudes towards it” (1978). A more recent insight into

brand image was added by Woodside who “defined image as the degree of positive or negative

affect associated with psychological object” (Reid, 2001).

Theory behind brand image:

According to Tyler (1957), there are three approaches to brand image: Subjective, Objective and

Literal. The first type, is a subjective image, this is when a potential customer hears or sees the

brand name/logo and feel obliged to purchase the product or service, despite a lack of

understanding as to why this is the case. The case simply relates to how the brand is perceived as

significant to an individual’s self-consciousness.

The second type of brand image is the objective form which is the attempt to generate an

emotional need for the product, leaving you with the feeling that you need to purchase the

product so as to satisfy this need.

The third is literal image, i.e. a logo which represents a company. This implies that upon seeing

this picture/logo, the name of the company does not need to be uttered as the picture tells the

consumer the whole story e.g. Nike with the tick or McDonalds with the golden arches.

Evidently, the approach used to obtain and sustain a brand image will vary upon several factors

as reflected by the analysis presented by Tyler. Oxenfeldt and Swann’s idea was that the brand

image should allow the company to establish its position within its market segment, protecting it

from competition, thus allowing them to build upon this with market share growth (Park et al,

1986).

Moreover Park et al (1986) put forward in Bhat’s article that the importance of establishing a

brand image relevant to its market segment in which it is based, is significant so as to ascertain a

strong brand position, help create a barrier to entry for potential competitors: thus raise the

brands performance in the market.



3.2 THEORETICAL FRAMEWORK

The term ‘Consumer Behavior’ refers to the study of how individuals make decisions to

spend their available resources on consumption related items. Studying customers provide clues

for developing new products, product features, prices, channels, messages, and other marketing-

mix elements.

DEFINITION: -

“Consumer Behavior is the process and physical activity individuals engage in when

evaluating, acquiring, using, and disposing of goods and services.”:Louden-Dellabitta

Consumer Behavior refers to the behavior that consumers display in searching for,

purchasing, using, evaluating and disposing of products and services that they expect will satisfy

their needs. Study of Consumer Behavior is the study of how individuals make decisions to

spend their available resources like time, money and effort on consumption related items. :

Schiffman and Kanuck.

In order to survive and grow the organization has to delight the customers. Consumers

will be delighted if they get more than what they expect. Study of consumer behavior helps in

knowing their expectations and the sacrifices they are ready to make in order to fulfill those

expectations. Study of consumer behavior assumes that consumers are actors in the market place.

Consumers play various roles in the market place. Starting from information provider to

consumer, from user to payer and to disposer, consumers play roles in the decision process.

Different people play different roles in different stages of purchase. A purchaser or customer

may not be the same person for example a person who purchases a product for the family

may not be the consumer of the product.

3.3 Factors influencing Consumer Behaviour

The consumer decision process explains the internal process as well as individual

behavior for making product or service decisions. The consumption process is influenced by

external factors like cultural, social, personal, and psychological factors.

Influence of Cultural Factors:



Culture, subculture and social class are particularly important in buying behavior.

Culture: -

Culture is the fundamental determinant of a person’s wants and behavior. Culture

refers to the traditions, taboos, values and basic attitudes of the whole society within which

an individual lives. The growing child acquires a set of values, perceptions, preferences, and

behaviors through his or her family and other key institutions. E.g. A child growing up in

India is exposed to the values like tolerance, Equality, Sacrifice, love for the family¸ respect

for the elders and guru etc. Culture teaches an individual the acceptable norms of behavior

and tells him the right or wrongs. Cultural values affect how the business is conducted.

Culture also affects consumption behavior. Culture influences can be seen in the food habits

and dressing style of people. It also influences communication, attitudes and values that

influence consumption patterns. Culture influences are highly conspicuous in communication

messages. Use of colors, symbols, and language and message sources reflect culture. The

main aim behind it could be to tune their messages according to the cultural specifications of

various regions that they operate in. Culture values are passed on from one generation to the

next.

Subculture: -

Each culture consists of smaller subcultures that provide more specific

identification and socialization for their members. Subcultures include nationalities, religions,

and geographic regions. When subcultures grow large and affluent enough, companies design

specialized marketing programs to serve them. Such programs are known as diversity

marketing. E.g. In diverse country like India, people from different region show distinct

difference in their food habits and clothing styles. Also the consumption pattern is also affected

by religious diversity.

Social Class:-

Social class refers to the hierarchical arrangements of the society into various divisions,

each of which signifies social status or standing. Social class is an important determinant of

consumer behavior as it affects consumption patterns, lifestyle, media patterns, activities and

interests of the consumers. Social classes not only reflect income, but other indicators such as



occupation, education, area of residence. E.g. two consumers earning the same income may

differ considerably in lifestyle when one has professional qualification at the post of graduate

level and is employed at the senior management cadre of multinational, while the other is self-

employed, with education confined to a few years of schooling. Social classes differ in many

characteristics.

Social classes show distinct product and brand preferences in many areas including their

lifestyles, they differ in media preferences, and there are also language differences among the

social classes. In addition to the cultural and social factors, a consumer’s behavior is also

influenced by factors such as reference groups, family, and social roles and status.

Reference Groups: -

An individual’s attitude, value and behavior are influenced by different groups. These

groups are called reference groups and they have direct or indirect influence on the individual.

Buying behavior of consumers is largely influenced by the reference group to which they belong

or aspire to belong. Reference groups are of two types:

Primary Reference Group:

This group is further divided into four subgroups namely (a) Membership reference

group: This is the group to which a person holds membership and has frequent interactions with

other members of group. He comes in regular and informal contact with the members of this

group and is directly influenced by them. (b) Aspiration reference group: This is the group to

which the individual does not hold any membership bur desires to belong to that group. He tries

to copy the attitudes and behavior, including buying behavior of the members of the group. (c)

Disclaiming reference group:

This is a group to which an individual holds a membership but does not want to belong to

and therefore, all his actions would be opposed to that of the group. He tries not to be influenced

by the attitudes, values and behavior of the members of this group. (d) Avoidance group: This is

the reference group to which an individual does not hold any membership. He tries to resent the

values and beliefs of such a group.



Secondary Reference Group:-

Secondary groups include religious groups professional associations and trade unions

with which the interaction of customer is formal and infrequent. Every reference group has its

own set of opinion leaders. Opinion leaders are perceived as people with special skills,

knowledge, personality etc. Opinion leaders influence actions or attitudes of others informally.

Marketers should identify the opinion leaders of their target group for specific product/s and then

they should target their marketing efforts towards these role models. The marketer can use the

opinion leader to communicate the message through its promotion and advertising campaigns.

Family: -

A family is defined as two or more persons related by blood, marriage or adoption and

reside together. A family is a small reference group but it is prominent in influencing consumer

behavior. Families go through various stages of lifecycle, each stage creates different demands

for different products and buying behavior of the members is greatly influenced by

the stage of the family lifecycle. E.g Consumer demands of a bachelor are different from

those of a newly married couple.

Members of a family exert a strong influence on the buying decision. The husband, the

wife, and the children play different roles while purchasing expensive products and services and

these roles vary from country to country. E.g. the major buying decisions in Indian family are

taken by the parents. Joint decisions are taken by the husband and wife for purchasing

expensive products and services. Therefore marketers should be interested in the roles played

by the members and the relative influence each member exerts on the buying decisions.

Marketer tries to adjust their marketing mix to influence the decision of the decision maker in

the family.

Personal Factors: -

There are different personal factors, which affect the buying decision process. These

factors, such as the age, sex, lifecycle stage, occupation, economic conditions, personality, etc.

are unique to everyone.

Age and lifecycle stage: -

Changes in the society have led to the creation of different categories like couples

marrying late in life, childless couples, single parents, etc., besides the traditional lifecycle stages

which included young singles, married couples and lone survivors. Over the lifecycle stages,



people use different products and their demand for goods and services keep changing. People at

different ages will have different tastes on food, clothes, furniture and recreation. Hence

marketers should determine the needs of their target markets and introduce different products

and marketing efforts targeted at different stages.

Occupation and financial status: -

Occupation and income level of a person have a major impact on his savings and buying

behavior. E.g. A blue collar worker will indulge more in purchasing clothes, shoes, etc., which

he can wear to work. Similarly, a company’s chairman may buy clothes, accessories, and other

products and services that suit his lifestyle. The financial condition of an individual such as his

disposable his income, savings, his ability to buy costly products and services on installments

and bear the interest rates, etc. will have significant influence on his buying behavior.

Lifestyle: -

An individual’s way of leading his life will determine his lifestyle. Factors such as work

life, interests, social groups, etc. influence the lifestyle of an individual.

Psychological Factors: -

Psychological factors that influence consumer buyer behavior are motivation, perception,

attitude and learning.

Motivation: -

A motive is a strong urge that drives a person’s activities towards unfulfilled

needs and wants. Consumers are influenced by a motive or a set of motives when they have

unfulfilled needs. Needs are the motivational elements behind the purchasing behavior of the

customers. One of the most widely known theory, hierarchy of needs, was proposed by

Abraham Maslow explains why people are driven by particular needs at a particular times.

According to Maslow needs are classified as shown in the following hierarchy.

(a) Physiological needs

(b) Security needs

(c) Social needs and esteem needs

(d) Self-actualization needs.



Consumers tend to satisfy their needs on the basis of the intensity or requirement of the

needs. For example, physiological need is the most basic need and hence, an individual

would satisfy it first. Satisfaction of one need leads to emergence of higher level unfulfilled

needs. Needs are general in nature but wants arise out of the desire to fulfill the needs in a

specific way. For example, food can be classified as a need but eating a particular dish or at a

particular food joint are a want. Wants that are conditioned by certain motives are known as

buying motives. Marketers must work to create these wants in the customers and target/

position their product in such a way as to invoke desire in the customer to fulfill these wants.

Perceptions:

Perception is defined as the process by which an individual selects, organizes

and interprets stimuli into meaningful thoughts and pictures. Customers base their perception

on their needs, wants, past experiences and something that they consider to be true. For

example, a subscriber/ reader who read a particular newspaper or journal might perceive it to

give the true picture of the happenings around him. Perceptions of a person are affected by

many factors like reality, sense, risk, etc.

• Customers perceive their environment through the sense of touch, smell, hearing, etc.

• Customer’s buying decisions are also influenced by the risk factor involved. For example,

does the customer perceive the product to be safe, does he find it worth in spending the

time shopping, and does he think that the price is worth the amount paid for? Marketers

can address these problems though appropriate marketing communication strategies.

• Understanding the customer’s perception helps the marketer position their product better

than that of the competitors, it helps them develop the right store image, product quality,

price, distribution channel etc. Hence marketers must make an effort to understand the

perceptions of the customers and adjust their marketing mix accordingly.

Beliefs and Attitude:

A belief is a descriptive image or thought that an individual holds about something.

People acquire beliefs and attitudes through experience as well as learning. The beliefs and

attitudes held by people, in turn, influence their buying behavior.

A person’s attitude is a set of his feelings and the way in which he reacts to a given idea

or thought. Attitudes can be positive, negative or neutral. Customer attitudes are based on their



past experiences with the products and through their interaction and relationship with their

respective reference groups. Customer’s attitude can have a major impact on a firm’s marketing

efforts. For example, a customer with a negative attitude towards a company or its

product, does not only stop purchasing the product but is likely to influence, by appealing, his

reference group to refrain from buying the same.



CHAPTER-4

DATA ANALYSIS AND INTERPRETATION



DATA ANALYSIS AND INTERPRETATION

4.1 Builders:

1. How did you get to know about Havells wires?TABLE 4.1.1 showing awareness of Havells products

RESPONSENO: OF

RESPONDENTSPERCENTAGE VALID %

CUMULATIVE

%

PEERS 5 16.7 16.7 16.7

MEDIA 1 3.3 3.3 20

SALES

PEOPLE24 80 80 100

OTHERS 0 0 0

TOTAL 30 100 100

Source: field study

16.7

3.3

80

Awareness

peersmediasales people

Figure 4.1.2 Awareness of Havells products

FINDING:

The figure reflects that, 80% of the respondents were aware of the product

through sales people. 16.7 % from the peers and 3.3 % through media.

INFERENCE:

The above findings reveal that majority of the end users get to know about Havells

through salespersons.



2. What is your opinion about the quality of Havells wires?TABLE 4.2.1 showing quality of Havells wire

Source:

field

study

VERY GOOD GOOD AVERAGE POOR VERY BAD0

10

20

30

40

50

60

16.7

56.7

16.7

6.73.3

QUALITY

No.

of

Respondents

()%

Figure 4.2.2 Quality of Havells wires

FINDING:

From the above figure, it is clear that 56.7% of the respondents feel that the quality of

havells wires is good and 16.7% of them feels that the quality is very good as well as average.

6.7% feels that the quality is poor while 3.3% of them stated it to be of very bad quality.

INFERENCE:

The above findings reveal that majority of the respondents have a good perception about

the quality of Havells wires.

3. Do you feel Havells wires provide money back to you?


RESPONSENO: OF

RESPONDENTSPERCENTAGE

VALID

%

CUMULATIVE

%

VERY

GOOD5

16.7 16.716.7

GOOD 17 56.7 56.6 73.4

AVERAGE 5 16.7 16.7 90.1

POOR 2 6.7 6.7 96.8

VERY BAD 1 3.3 3.3 100

TOTAL 30 100 100


Table 4.3.1 showing Money back value of Havells wires

RESPONSE RESPONDENTSPERCENTAG

E

VALID

%

CUMULATIVE

%

YES 25 83.3 83.3 83.3

NO 3 10 10 94.3

CANT SAY 2 6.7 6.7 100

TOTAL 30 100 100

Source: field study

Yes No Cant say0

10

20

30

40

50

60

70

80

90 83.3

106.7

Money back value

no o

f re

spon

dent

s(%

)

Figure 4.3.2 Money back value of Havells wires

FINDING:

The above figure reflects, that 83.3% of respondents feels that Havells wires provide

money back value to them. 10% feels it doesn’t, while 6.7% of them were not sure of it.

INFERENCE:

The above findings reveal that majority of the respondents feels that Havells wires

provide value for their money.



4. What do you think about the price of Havells wires?Table 4.4.1 showing price of Havells wires

RESPONS

E

RESPONDEN

TS

PERCENTAG

E

VALI

D %

CUMULATIV

E %

VERY

HIGH9 30 30 30

HIGH 10 33.3 33.3 63.3

NORMAL 10 33.3 33.3 96.6

LOW 1 3.4 3.4 100

VERY

LOW0 0 0

TOTAL 30 100 100

Source: field study

Very high High Normal Low Very low0

5

10

15

20

25

30

35

30

33.3 33.3

3.4

0

Price

no o

f re

espo

nden

ts

Figure 4.4.2 Price of Havells wires

FINDING:

The above figure reflects that 33.3% feel that Havells wires are highly as well as

normally priced. 30% responses that Havells wires are very highly priced and 3.4% feels that the

wires are low priced.

INFERENCE:



The above findings reveal there a mixed response regarding the price of Havells wires.

5. In your opinion brand image of Havells wires is

Table 4.5.1 showing Brand image of Havells wires

RESPONSENO: OF

RESPONDENTS

PERCENTAG

E

VALID

%

CUMULATIVE

%

VERY

GOOD10 33.4 33.4 33.4

GOOD 15 50 50 83.4

AVERAGE 3 10 10 93.4

BAD 2 6.6 6.6 100

TOTAL 30 100 100

Source: field study

VERY GOOD GOOD AVERAGE BAD0

5

10

15

20

25

30

35

40

45

50

33.4

50

106.6

brand image

no of re-spondents

Figure 4.5.2 Brand image of Havells wires

FINDING:

The above figure reflects that 50% feel that Havells wires have a good brand image.

33.4% responses that Havells wires have a very good brand image .10% feel that the wires have

an average brand image and 6.6% felt that havells wires have a bad brand image.

INFERENCE:



The above findings reveal that Havells wires have a good brand image in the minds of

end users.

6. What is your opinion about the company’s service towards you?Table 4.6.1 showing Company’s service

Source:

field study

Very good Good Average Poor 0

10

20

30

40

50

60

70

60

26.7

3.3

10

Company Service

No of Respondents

Figure 4.6.2- COMPANY SERVICE

FINDING:

The above figure depicts that 60% of the responses think that the company service is very

good and for 26.7% the company service is good. 3.3% ponders that the service of the company

is average, while 10%agree that the service is poor.

INFERENCE:


RESPONSENO: OF

RESPONDENTSPERCENTAGE

VALID

%

CUMULATIVE

%

VERY

GOOD18 60 60 60

GOOD 8 26.7 26.7 86.7

AVERAGE 1 3.3 3.3 90

POOR 3 10 10 100

TOTAL 30 100 100


The above findings reveal that Havells wires have a very good company service.

7. What is your opinion about the company’s schemes and policies?

Table 4.1.7.1 showing Company’s schemes and policies

Source: field study

Very good Good Average Poor 0

10

20

30

40

50

60

33.3

50

13.4

3.3

company schemes and policies

No o

f re

spondents

(%)

Figure 4.1.7.2 Company’s schemes and policies

FINDING:


RESPONS

E

NO: OF

RESPONDENT

S

PERCENTAG

E

VALI

D %

CUMULATIV

E %

Very good 10 33.3 33.3 33.3

Good 15 50 50 83.3

Average 4 13.4 13.4 96.7

Poor 1 3.3 3.3 100

TOTAL 30 100 100


The above figure reveals that 50% of the respondents feel that the company’s schemes

and policies are good while, 33.3% feel it to be very good. 13.4% of the respondents feel that

schemes and policies are average and 3.3% found it to be poor.

INFERENCE:

The above findings reveal that majority of the respondents feel that the schemes and

policies of Havells Company are good.

8. What is your opinion about eco-friendliness properties of Havells wires?Table 4.1.8.1 Eco-friendliness of Havells wires

Source:

field

study


10

20

30

40

50

6053.3

36.7

10

0 0

Eco-friendliness

No o

f re

spondents

(%)

Figure 4.1.8.2 Eco-friendliness of Havells wires


RESPONSE NO: OF

RESPONDENT

S

PERCENTAGE

VALID %CUMULATIVE

%

VERY

GOOD

16 53.3 53.3 53.3

GOOD 11 36.7 36.7 90

AVERAGE 3 10 10 100

POOR 0 0 0

VERY BAD 0 0 0

TOTAL 30 100 100


FINDING:

The above figure depicts that 53.3% of the respondents feel that eco-friendliness of

Havells wires are very good, while 36.7% agrees it to be good. For 10% eco-friendliness is poor.

INFERENCE:

The above findings reveal that majority of the respondents feel satisfied with eco

friendliness properties of Havells wires.

9. What is your opinion about the Sales promotions for Havells wires?

Table 4.1.9.1.showing Sales promotion of Havells wires

RESPONSENO OF

RESPONDENTS

PERCENTAG

EVALID %

CUMULATIVE

%

VERY

GOOD

4 13.3 13.3 13.3

GOOD 21 70 70 83.3

AVERAGE 3 10 10 93.3

POOR 2 6.7 6.7 100

VERY BAD 0 0 0

TOTAL 30 100 100

Source: field study


10

20

30

40

50

60

70

80

13.3

70

106.7

0

Sales promotion

No o

f re

spondents

(%)

Figure 4.1.9.2 Sales promotion of Havells wires



FINDING:

The above figure shows that 70% of the respondents think that the sales promotions of

Havells are good.13.3% feels that it is very good, 10% considers to be average and for 6.7% it is

poor.

INFERENCE:

The above findings reveal that majority of the respondents have a good impression

regarding sales promotions of Havells wires.

10. How many projects have you undertaken presently?Table 4.1.10.1 showing Undergoing projects of customers(builders)

Source:

field

study

Less than 5 Less than 10 Less than 15 Less than 20 More than 200

10

20

30

40

50

60

70

60

20

106.7

3.3

Undergoing projects

No o

f re

spondnts

(%)

Figure 4.1.10.2 Undergoing projects of customers(builders)

FINDING:


RESPONSE

NO: OF

RESPONDENT

S

PERCENTAGE VALID %CUMULATIVE

%

Less than 5 18 60 60 60

Less than 10 6 20 20 80

Less than 15 3 10 10 90

Less than 20 2 6.7 6.7 96.7

More than 20 1 3.3 3.3 100

TOTAL 30 100 100


From the above figure, 60% of respondents undertake less than 5 projects, 20% undertake

less than 10 projects, 10% undertake less than 15 projects, 6.7% undertake less than 20 projects

and 3.3% undertake more than 20 projects.

INFERENCE:

The above findings tell that majority of the respondents (builders) have currently less than 5

projects, which indicate that there is a large potential for marketing activities for Havells.

4.2 TRADERS

1. Do you sell Havells wires?Table 4.2.1.1 showing Sales of Havells wires


E

VALID

%

CUMULATIVE

%

YES 17 85 85 85

NO 3 15 15 100

TOTAL 20 100 100

Source: field study

YES; 85

NO; 15

Sales



Figure 4.2.1.2 Sales of Havells wires

FINDING:

The above figure depicts that 85% of dealers sells Havells wires and 15% doesn’t.

INFERENCE:

The above findings reveal that majority of the respondents sells Havells wires.

2. How many brands of wires do you sell?Table 4.2.2.1 showing No of brands sold by the dealers

Source:

field

study

ONE TWO THREE MORE THAN THREE

0

10

20

30

40

50

60

510

35

50

Brands of wires

No o

f re

spondents

(%)

Figure 4.2.2.2 No of brands sold by the dealers


RESPONSENO: OF


CUMULATIVE

%

ONE 1 5 5 5

TWO 2 10 10 15

THREE 7 35 35 50

MORE

THAN

THREE

10 50 50 100

TOTAL 20 100 100


FINDING:

The above figure depicts that 50% of the dealers sell more than three brands of wires,

35% sell three brands of wires, 10% of them sell two brand of wires and 5% of them sell only a

single brand of wire

. INFERENCE:

The above findings reveal that majority of the respondents sells more than 3 brands of

wires.

3. Which brand of wires is frequently sold at your counters?Table 4.2.3.1 showing sales of different brands

Source:

field study

HAVELLS FINOLEX ATC V-GUARD R.R0

5

10

15

20

25

30

35

40

45

5045

40

5 5 5

SALES OF DIFFERENT BRANDS

No o

f re

spondents

(%)

Figure 4.2.3.2 sales of different brands


RESPONSENO: OF


CUMULATIVE

%

HAVELLS 9 45 45 45

FINOLEX 8 40 40 85

ATC 1 5 5 90

V-GUARD1 5 5 95

R.R 1 5 5 100

TOTAL 20 100 100


FINDING:

The above figure depicts that 45% of respondents sell Havells as their major brand of wire,

40% sell Finolex wires, and 5% each sell ATC, V-Guard and R.R wires respectively.

INFERENCE:

The above findings reveal that majority of the respondents sells Havells wires.

4. What do you feel about the service of Havells?Table 4.2.4.1 showing Service of Havells.

Source:

field study

Very good Good average poor Very bad0

10

20

30

40

50

60

70

80

10

75

5 5 5

Service

No o

f r

espondents(%

)

Figure 4.2.4.2 Service of Havells.

FINDING:


RESPONSENO: OF

RESPONDENTS

PERCENTAG

E

VALID

%

CUMULATIVE

%

VERY

GOOD2 10 10 10

GOOD 15 75 75 85

AVERAGE 1 5 5 90

POOR 1 5 5 95

VERY BAD 1 5 5 100

TOTAL 20 100 100


The above figure reveals that 75% of the respondents feel that the service of Havells is good,

10% felt to be very good while 5% each felt average, poor and very bad respectively.

INFERENCE:

The above findings reveal that majority of the respondents are satisfied and feel good with

the service of Havells.

5. Do you agree that the price of Havells wires is competitive?Table 4.2.5.1 showing Price competitiveness of Havells wires.

RESPONS

E

RESPONDENT

S

PERCENTAG

E

VALI

D %

CUMULATIV

E %

STRONGL

Y AGREE0 0 0 0

AGREE 1 5 5 5

DISAGREE17 85 85 90

STRONGLY

DISAGREE1 5 5 95

CANT SAY 1 5 5 100

TOTAL 20 100 100

Source: field study

Stongly agree Agree Disagree Strongly disagree

Cant say0

10

20

30

40

50

60

70

80

90

05

85

5 5

Competitiveness

No o

f r

espondents(%

)

Figure 4.2.5.2 Price competitiveness of Havells wires.



FINDING:

The above graph shows that 85% of the respondents disagree that the price of Havells

wires are competitive. 5% of respondents agree at the same time strongly disagree. Rest of the

5% couldn’t say any opinion.

INFERENCE:

The above findings reveal that majority of the respondents feels that the price of Havells

wires is not competitive.

6. How effective is the promotional activities of Havells company?

Table 4.2.6.1 showing the effectiveness of sales promotion of Havells wires

RESPONSE RESPONDENTS PERCENTAGE VALID % CUMULATIVE %

VERY GOOD 1 5 5 5

GOOD 17 85 85 90

AVERAGE2 10 10 100

POOR0 0 0

VERY BAD 0 0 0

TOTAL 20 100 100

Source: field study

Very good Good Average Poor Very bad0

10

20

30

40

50

60

70

80

90

5

85

10

0 0

Sales Promotion

No o

f re

spondents

(%)



Figure 4.2.6.2 Effectiveness of sales promotion of Havells wires

FINDING:

The above figure shows that 85% of respondents feel good about the sales promotions of

Havells, 10% think its average while 5% feel it is very good.

INFERENCE:

The above findings reveal that majority of the respondents feels that the sales promotion

of Havells wires is good and helps to boost their business.

7. What type of products do you want to sell?Table 4.2.7.1 showing the type of products sold by traders

RESPONSE RESPONDENTS PERCENTAGE VALID % CUMULATIVE %

QUALITY 17 85 85 85

GUARANTEE 3 15 15 100

TOTAL 20 100 100

Source: field study

QUALITY GUARANTEE0

10

20

30

40

50

60

70

80

90

85

15

SALES

No o

f re

spondents

(%)



Figure 4.2.7.2 Type of products sold by traders

FINDING:

The above figure reveals that 85% of the respondents want to sell quality products while

15% of them want to sell guarantee products.

INFERENCE:

The above findings reveal that majority of the respondents wants to sell quality product

as they it will help in the goodwill of their business.

8. What is your opinion about the availability of Havells wires in the market? Table 4.2.8.1 showing availability of Havells wires


E

VALID

%

CUMULATIVE

%

ALWAYS

AVAILABLE18 90 90 90

OCCASIONALLY

AVAILABLE2 10 10 100

ALWAYS

UNAVAILABLE0 0 0

TOTAL 20 100 100

Source: field study

Always available Occasionally available Always unavailable0

10

20

30

40

50

60

70

80

90

10090

10

0

Availability

No o

f re

spondents

(%)



Figure 4.2.8.2 availability of Havells wires

FINDING:

The above figure represents that 90% of the respondent’s view that Havells wires are always

available while 10% think the wires are occasionally available.

INFERENCE:

The above findings reveal that majority of the respondents tell that Havells wires are

always available.

9. Whom do you get most of your orders from? Table 4.2.9.1 showing source of bulk orders

RESPONSE RESPONDENTS PERCENTAGEVALID

%

CUMULATIVE

%

CONTRACTORS 9 45 45 45

BUILDERS 10 50 50 95

OTHERS 1 5 5 100

TOTAL 20 100 100

Source: field study

Contractors Builders Others0

10

20

30

40

50

60

45

50

5

Customers

No o

f re

spondents

(%)

Figure 4.2.9.2 source of bulk orders

FINDING:



The above figure tells that 50% of the respondents say their major customers are builders,

45% are contractors and 5% others (like individuals, homes etc.)

INFERENCE:

The above findings reveal that majority of the respondents avail most of their bulk orders

from the builders.

10. Generally which kinds of payment modes are followed in your counter for bulk orders?

Table 4.2.10.1 showing payment modes of the customers of traders

RESPONSE RESPONDENTS PERCENTAGE VALID %CUMULATIVE

%

CASH DOWN 1 5 5 5

CREDIT 19 95 95 100

TOTAL 20 100 100

Source: field study

CASH DOWN CREDIT0

10

20

30

40

50

60

70

80

90

100

5

95

Payment modes

No o

f re

spondents

(%)



Figure 4.2.10.2 Payment modes of the customers of traders

FINDING:

The above figure tells that 95% of the respondents provide credit facility to their customers

and 5% provide cash down payments.

INFERENCE:

The above findings reveal that majority of the customers of the dealers avail credit for

most of their bulk orders.

11. How long will the settlement are made?

Table 4.2.11.1 showing duration of settlement

RESPONSE RESPONDENTS PERCENTAGEVALID

%

CUMULATIVE

%

WITHIN I

MONTH2 10 10 10

LESS THAN 2

MONTHS17 85 85 95

MORE THAN

2 MONTHS1 5 5 100

TOTAL 20 100 100

Source: field study

WITHIN I MONTH LESS THAN 2 MONTHS MORE THAN 2 MONTHS0

10

20

30

40

50

60

70

80

90

10

85

5

Duration of settlement

No o

f r

espondents(%

)



Figure 4.2.11.2 Duration of settlement

FINDING:

The above figure reveals that 85% of the respondents tell that with less than2 months the

settlements are made by the customers. 10% tell that within 1 month the settlements are made

and 5% say it takes more than 2 months to settle payments.

INFERENCE:

The above findings reveal that it takes less than two months to settle the bills of credit

purchases from the traders.

4.3 CHI SQUARE ANALYSIS

TO FIND THE ASSOCIATION BETWEEN THE PURCHASE

PREFERENCE OF THE RESPONDENTS AND BRAND IMAGE IN

HAVELLS INDIA PVT LTD.

Null Hypothesis (H0)

There is a significant difference between purchase preference of the respondents and brand

image.

Alternative Hypothesis ( H 1)

There is no significant difference between purchase preference of the respondents and

brand image.

FORMULA:-

χ2 = ∑ (Oi -Ei )2 / Ei



Where,

O = Observed Frequency

E = Expected Frequency = Row Total x Column Total

Grand Total

i = 1, 2, 3………n

Observed Count

Table No.: 4.3.1 showing results of observed count

SL NO.

Brand Image

Purchase Preference

TOTALVery Good

Good Average Very Bad Poor

1 Quality 5 17 5 3 0 30

2 Service 18 8 1 3 0 30

3 Price 0 17 1 1 0 19

4Sales

Promotion

1 17 2 0 0 20

5Eco-

friendly16 7 3 0 0 26

TOTAL 40 66 12 7 0 125

Source: field study



Chi – Square (Calculation)

Table No. : 4.3.2 showing chi-square calculation

O E (O-E)2 (O-E)2/ E

30 9.6 416.16 43.35

30 15.84 200.50 1.29

19 1.824 295.04 161.74

20 1.12 356.45 318.26

26 0 676 0

χ2 = ∑(O - E)2 / E = 524.64

Degrees of Freedom = (5 - 1)*(5 - 1) = 16

Tabulated Value for χ2 for 16 degree of freedom @ 5% level of Significance is 26.296

Calculated Value > Tabulated Value

Therefore HO is rejected.

INFERENCE

There is no significant association between purchase preference of the respondents and

brand image.



CHAPTER 5

FINDINGS AND SUGGESTIONS



5.1 FINDINGS

This study aimed at exploring Importance of purchase decision and brand image. The

study attempted to examine how various factors like quality, price etc. affect purchase decision

and brand image.

5.1.1BUILDERS

80% of the respondents agree that they came to know about Havells through sales people.

Majority of the respondents agree that the quality of Havells wires is good.

83.3% feels that Havells wires provide money back value to them.

Majority of the respondents feels that the price of Havells wires is high, but compensate

its quality.

Most of the respondents feels that Havells wires have a good brand image

More than 60% of the respondents are satisfied with the company’s service response.

Majority of the respondents feels that company’s schemes and policies are good.

53.3% of the respondents feel good about the eco-friendliness properties.

70% thinks that the sales promotions of Havells are good.

Majority of the builders undertake 5-10 projects currently. This indicates that the

company has a huge potential for bulk purchase if their campaigning marks the point.

5.1.2TRADERS

85% of the dealers sell Havells wires.



The majority of the dealers sell 3-4 brands of wires. Periodical sales tracking of the

competing brand through these dealers helps to understand the current market

standing of the company.

At the current area of study, the most favoured brand is Havells , followed by

Finolex.

Most of the respondents are satisfied with the current level of company service.

85% of the respondents think that the price of Havells wires is not competitive.

85% of dealers feel good about the current promotional strategies of Havells and

think it boosts their business.

Majority of the traders wants to sell quality products rather than guarantee products.

90% of the respondents agree that Havells wires are always available in market and

the company never gave them a chance to wait or switch over to another brand due to

unavailability of stocks.

50% of the traders tell that they get most of their bulk orders from builders.

95% of the purchases are made on credit from the dealers by the bulk purchasers.

85% of the respondents state, it takes less than two months to settle their bills on

credit purchases.

Finally on performing the Chi-square analysis, it was found that there exists no

relationship between purchase decision and brand image with respect to Havells

wires.

5.2 SUGGESTIONS

1. More local/ regional advertisements should be there to make people aware about Havells

and its products.

2. Business development officers should contact builders and architects on a regular basis.

3. More flexible discount schemes should be provided

4. Product catalogues and price lists should be provided to the customers on regular basis.

5. Increase the percentage rate of ADJUSTMENT POLICY. Or start guarantee.

6. Company should further reduce its price.



7. Fulfill all the commitments which are made by company or distributor.

8. If company backs out any scheme, then it should give some time to the retailer.

9. Provide updated information and knowledge to the retailers about the product.

10. Provide equal price to all the retailers.

11. Company should compromise with dealer according to the circumstances.

12. Company should improve its grievance handling system.

13. They should pay proper attention towards checking of various components of products

before end user delivery. Otherwise it tends towards defame of brand name in

comparison to rivals.



CHAPTER 6

CONCLUSION



CONCLUSION


and marketers in the past and still being studied. The aim of marketing is to meet and satisfy

target consumer’s needs and wants. The field of consumer behavior studies how individuals,

groups and organizations select, buy, use and dispose of goods, services, ideas, or experiences to

satisfy their needs and desires. The ultimate objective of any business is to earn profit by

satisfying and retaining customers. The marketer should identify and map consumer’s behavior and

then try to develop marketing strategy to satisfy customers and retain them for longer period of time.

My findings were in consonance with the literature. On the other hand, because of the

diffuse nature of HRM and ambiguity how to measure purchase decision impact on the tangible

results, it was difficult to determine whether marketing factors such as price, quality etc have a

significant impact on the project success.



CHAPTER 7

BIBLIOGRAPHY



BIBLIOGRAPHY

1. Bagozzi, R. & Warsaw, L. (1990) “Trying to Consumer” Journal of Consumer Research

17, (2) pp. 127 – 140.

2. Backhaus, K. Hillig, T. and Wilken, R. (2007) “Predicting purchase decision with

different conjoint analysis methods”, International Journal of Market Research. 49(3).

Pp. 341-364.

3. Blackwell, R., Miniard, P. and Engel, J. (2006) “Consumer behavior”, Mason: Thompson

4. Hoyer, W.D. & Macinnis, D.J. (2008) “Consumer Behaviour”, 5th edition, Cengage

Learning

5. Kacen. J. J. and Lee. J. A., (2002) “The influence of culture on consumer impulsive

buying behaviour”, Journal of consumer psychology. 12(2), pp. 163-174.

6. Neal, C., Quester, P. and Pettigrew, S. (2006) “Consumer Behaviour: Implications for

Marketing Strategy” (5th edition) Berkshire: McGraw-Hill

7. Saunders,.M., Lewis. P., and Thornhill.A. (2003), Research Method for Business

Students, 3rd Edition, Financial Times Prentice

8. Boyd and Stasch (2001), Marketing Research, 3rd Edition, Financial Times Prentice.

9. G. C. Beri (1999), Marketing Research, 4th Edition, Himalaya Publication House.

10. Kothari C. R. (2005) ‘RESEARCH METHODOLOGY’ New Age International Limited,

Fifth Edition.

WEBSITES

1. http://www.havells.com

2. http://business.mapsofindia.com/india-company/h/havells-india.html

3. http://havellsindia.wordpress.com



CHAPTER 8

APPENDICES



QUESTIONNAIRE FORM:

Dear Respondent,

This is Ms. P.A SHERIN AMEER, doing MBA at Mahatma Gandhi University, Kottayam. As

part of my academic curriculum, I am doing a project for 2 months at Havells India Pvt Ltd,

Cochin. I would be grateful if you could spare some of your precious time to respond to the

following questions. Your response would be treated as confidential and will be only used for the

purpose of the study.

TRADERS/ DEALERS:

1. Name :

2. Do you sell Havells wires?

Yes No

3. How many brands of wires do you sell?

One Two Three More than Three

4. Which brand of wires is frequently sold at your counters?

Havells Finolex Bondent v-gaurd others

5. What do you feel about the service of Havells company ?

Very good Good Average Poor Very bad

6. Do you agree that the price of Havells wires is

competitive?

Strongly Agree Agree Disagree Strongly

Disagree Cant say



7. How effective is the promotional activities of Havells

company?


8. What type of products do you want to sell ?

Quality products Guarantee products Any others

9. What is your opinion about the availability of Havells wires

in the market?

Always Available Occasionally Available Always

Unvailable

10. Whom do you get most of your orders from?

contractors builders others

11. Generally which kinds of payment modes are followed

in your counter for bulk orders?

Cash down payment credit both

12. Are the cash settlements timely?

Yes no

13. If no, how long to settle?

Within 1 month less than 2 months more than 2

months

CUSTOMERS/ BUILDERS:



1. Name :

2. How did you get to know about Havells wires?

Peers Media Sales people Any others

3. What is your opinion about the quality of Havells wires?


4. Do you feel Havells wires provide money back to you?

Yes No Can’t say

5. What do you think about the price of Havells wires?

Very High High Normal Low Very Low

6. In your opinion brand image of Havells wires is ---

Very good Good Average Bad

7. What is your opinion about the company’s service towards

you?


8. What is your opinion about the company’s schemes and

policies?




9. What is your opinion about eco-friendliness properties of

Havells wires?

Very good Good Average Poor Very

bad

10. What is your opinion about the Sales promotions for

Havells wires?

Very good Good Average Poor Very

bad

11. How many projects have you undertaken

presently?

Less than 5 less than 10 less than 15 less than 20

More than 25

12. What are their stages of construction?

Early half done nearing completion

13. Reasons for your preference for Havells

wires?

Price Quality Safety Brand image

others


project report of mba at havells wires

Documents

topic of consumer behaviour

end customers

previous experience

direct impact

business studies

significant impact

crucial impact

traders dealers