STUDY OF CONSUMER BEHAVIOUR OF WIRES AD CABLES

COMMENCED AT RALLISON ELECTRICALS PVT. LTD., GURGAON

Industrial Training Report Submitted to Punjabi University, Patiala

in partial fulfillment for the degree of

BACHELOR OF BUSINESS ADMINISTRATION

(2007-2010)SUBMITTED BY

Arihant Bansal

Univ. Roll No. 6504BBA 6th Semester

SRI GURU HARKRISHAN COLLEGE OF MANAGEMENT AND TECHNOLOGY, PATIALATABLE OF CONTENTS

S.NO.

CONTENT

PAGE NO.

DECLARATION

Acknowledgement

Executive Summary

1.

Introduction

3

1.1 Consumer Behaviour and Marketing Strategy

1.2 Intelligent Consumer Behaviour

1.3 Consumer Buying Behaviour

2.

Review of Literature

20

3.

Company Profile

234.

Objectives

635.

Scope of the study

656.

Research Methodology

677.

Data Analysis

728.

Suggestions and Recommendations

829.

Conclusion

8410.

SWOT Analysis

86

Bibliography

Annexure

DECLARATION

I hereby declare that the project titled Study of Consumer Behavior of Wires and Cables, A study conducted at Rallison Electrical Private ltdis an original work carried out by me under able guidance of Lect. Mr. Mukesh Arora, submitted in the partial fulfilment of the degree of Bachelor of Business Administration and this has not been submitted in part or full towards any other degree or diploma.

Date:

Arihant Bansal

MR. MUKESH ARORA (Lect. in Mgmt. Deptt.)

(Project Guide)

SRI GURU HARKRISHAN COLLEGE OF MANAGEMENT & TECHNOLOGY, PATIALA

(Affiliated to Punjabi University)ACKNOWLEDGEMENTS

Industrial training is a very good step towards having on hand practical experience of the industrial environment I feel very indebted to Mr. Lalit Kumar Babbar (Managing Director) of Rallison Electricals Pvt. Ltd., Gurgaon for permitting training in this fast growing company during the month of January-May 2010. I wish to articulate my earnest gratitude to the esteemed staff of this ever-growing organization for their judicious guidance, sustained efforts, valuable suggestions, constructive criticism and kind encouragement during the period of training.

I would like to thank all those who extended their full cooperation / help for providing me with a congenial environment to work in.

I would also like to thank my parents and my friends for their help, support and encouragement.

Arihant BansalUni.Roll No:6504

BBA 6th SemesterEXECUTIVE SUMMARYEXECUTIVE SUMMARYThe Consumer Behavior about Rallison Electricals Pvt. Ltd is a program that explores factors that affect local consumers shopping decisions. Local consumers describe their preferences regarding different family products of Rallison Electricals Pvt. Ltd, offer opinions about business strengths, and make suggestions for improvement in size, shape, taste and price. These consumers also provide impressions of the general shopping environment that have an impact on economic leakage.

Consumer education is also a part of the study, and each of the local consumers involved learned about available Rallison Electricals Pvt. Ltd and services that they were unaware of prior to the study. A general survey mailed to each of the participating consumers provides communities with information concerning where local rupees are being spent, and products sand services to add in order to retain those rupees locally.

INTRODUCTION 1. INTRODUCTIONConsumer behaviour also called as Consumer Psychology is a branch of applied Psychology, marketing and Organizational Behaviour. It examines consumer decision making process and ways in which they gather and analyze information from the environment. See the consumer behaviour article for an overview. Consumer behaviour is a multidisciplinary field which is integral to Psychology and aspects of household economy studied in microeconomics.

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Understanding these issues helps us adapt our strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers attention, we learn that to be effective, advertisements must usually be repeated extensively. We also learn that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ.

One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points:

Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).

Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest.

Consumer behavior involves services and ideas as well as tangible products.

The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.

There are four main applications of consumer behavior:

The most obvious is for marketing strategyi.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers brand choices.

A second application is public policy. In the 1980s, Acutance, a near miracle cure for acne, was introduced. Unfortunately, Acutance resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers.

Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbone, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbone created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic.

As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain.

There are several units in the market that can be analyzed. Our main thrust in this course is the consumer. However, we will also need to analyze our own firms strengths and weaknesses and those of competing firms. Suppose, for example, that we make a product aimed at older consumers, a growing segment. A competing firm that targets babies, a shrinking market, is likely to consider repositioning toward our market. To assess a competing firms potential threat, we need to examine its assets (e.g., technology, patents, market knowledge, awareness of its brands) against pressures it faces from the market. Finally, we need to assess conditions (the marketing environment). For example, although we may have developed a product that offers great appeal for consumers, a recession may cut demand dramatically.

1.1 CONSUMER BEHAVIOR AND MARKETING STRATEGY

The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.

Understanding these issues helps us adapt our strategies by taking the consumer into consideration. For example, by understanding that a number of different messages compete for our potential customers attention, we learn that to be effective, advertisements must usually be repeated extensively. We also learn that consumers will sometimes be persuaded more by logical arguments, but at other times will be persuaded more by emotional or symbolic appeals. By understanding the consumer, we will be able to make a more informed decision as to which strategy to employ.

Bottom of Form

One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points:

Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).

Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage increased consumption. Since many environmental problems result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest.

Consumer behavior involves services and ideas as well as tangible products.

The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.

There are four main applications of consumer behavior:

The most obvious is for marketing strategyi.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers brand choices.

A second application is public policy. In the 1980s, Acutance, a near miracle cure for acne, was introduced. Unfortunately, Acutance resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers.

Social marketing involves getting ideas across to consumers rather than selling something. Marty Fishbone, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbone created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic.

As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain.

1.2 INTELLIGENT CONSUMER BEHAVIOR

Intelligent health consumers have the following characteristics:

1. They seek reliable sources of information. They are appropriately skeptical about advertising claims, statements made by talk-show guests, and "breakthroughs" reported in the news media. New information, even when accurate, may be difficult to place in perspective without expert guidance.

2. They maintain a healthy lifestyle. This reduces the odds of becoming seriously ill and lowers the cost of health care. Prudent consumers avoid tobacco products, eat a balanced diet, exercise appropriately, maintain a reasonable weight, use alcohol moderately or not at all, and take appropriate safety precautions (such as wearing a seat belt when driving).

3. They select practitioners with great care. It has been said that primary-care physicians typically know a little about a lot and specialists typically know a lot about a little. The majority of people would do best to begin with a generalist and consult a specialist if a problem needs more complex management.

4. They undergo appropriate screening tests and, when illness strikes, use self-care and professional care as needed. Excellent guidebooks are available to help decide when professional care is needed.

5. They communicate effectively. They present their problems in an organized way, ask appropriate questions, and tactfully assert themselves when necessary.

6. When a health problem arises, they take an active role in its management. This entails understanding the nature of the problem and how to do their part in dealing with it. People with chronic illnesses, such as diabetes or high blood pressure, should strive to become "experts" in their own care and use their physicians as "consultants."

7. They understand the logic of science and why scientific testing is needed to test and to determine which theories and practices are valid.8. They are wary of treatments that lack scientific support and a plausible rationale. Most treatments described as "alternative" fit this description.

9. They are familiar with the economic aspects of health care. They obtain appropriate insurance coverage, inquire in advance about professional fees, and shop comparatively for medications and other products.

10. They report frauds, quackery, and other wrongdoing to appropriate agencies and law enforcement officials. Consumer vigilance is an essential ingredient of a healthy society.

1.3 CONSUMER BUYING BEHAVIOR

Buying Behavior is the decision processes and acts of people involved in buying and using products.

Need to understand:

Why consumers make the purchases that they make?

What factors influence consumer purchases?

The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:

Buyers reactions to a firms marketing strategy has a great impact on the firms success.

The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.

Marketers can better predict how consumers will respond to marketing strategies.

STAGES OF THE CONSUMER BUYING PROCESS

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual purchasing is only one stage of the process. Not all decision processes lead to a purchase. All consumer decisions do not always include all 6 stages, determined by the degree of complexity...discussed next.

The 6 stages are:

1. Problem Recognition (awareness of need)--difference between the desired state and the actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates your need to eat.

Can be stimulated by the marketer through product information--did not know you were deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that you need a new pair of shoes.

2. Information search--

Internal search, memory.

External search if you need more information. Friends and relatives (word of mouth). Marketer dominated sources; comparison shopping; public sources etc.

A successful information search leaves a buyer with possible alternatives, the evoked set.

Hungry, want to go out and eat, evoked set is

Chinese food

Indian food

burger king

Klondike kites etc

3. Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer wants or does not want. Rank/weight alternatives or resume search. May decide that you want to eat something spicy, Indian gets highest rank etc.

If not satisfied with your choice then return to the search phase. Can you think of another restaurant? Look in the yellow pages etc. Information from different sources may be treated differently. Marketers try to influence by "framing" alternatives.

4. Purchase decision--Choose buying alternative, includes product, package, store, method of purchase etc.

5. Purchase--May differ from decision, time lapse between 4 & 5, product availability.

6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive Dissonance, have you made the right decision. This can be reduced by warranties, after sales communication etc.After eating an Indian meal, may think that really you wanted a Chinese meal instead.

TYPES OF CONSUMER BUYING BEHAVIOR

Types of consumer buying behavior are determined by:

Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation.

Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others.

High involvement purchases--Honda Motorbike, high priced goods, products visible to others, and the higher the risk the higher the involvement. Types of risk:

Personal risk

Social risk

Economic risk

The four type of consumer buying behavior are:

Routine Response/Programmed Behavior--buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc.

Limited Decision Making--buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand.

Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend a lot of time seeking information and deciding.Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process.

Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying Behavior. Product can shift from one category to the next.

For example:

Going out for dinner for one person may be extensive decision making (for someone that does not go out often at all), but limited decision making for someone else. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making. REVIEW OF LITERATURE 2. REVIEW OF LITERATURE The central concern of brand building literature experienced a dramatic shift in the last decade. Branding and the role of brands, as traditionally understood, were subject to constant review and redefinition. A traditional definition of a brand was: the name, associated with one or more items in the product line that is used to identify the source of character of the item (Kilter 2000, p. 396). The American Marketing Association (AMA) definition of a brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors (p. 404). Within this view, as Keller (2003a) says, technically speaking, the n, whenever a marketer creates a new name, logo, or symbol for a new product, he or she has created a brand (p. 3).

He recognizes, however, that brands today are much more than that. As can be seen, according to these definitions brands had a simple and clear function as identifiers. Before the shift in focus towards brand s and the brand building process, brands were just another step in the whole process of marketing to sell products. For a long time, the brand has been treated in an off-hand fashion as a part of the product (Urde 1999, p. 119). Kotler (2000) mentions branding as a major issue in product strategy (p. 404). As the brand was only part of the product, the communication strategy worked towards exposing the brand and creating brand image.

The standard discrete choice models prevalent in IO literature assume that consumers are aware of all the products, and as a result those models only address variation in the choice sets across markets (in fact, it is an important source of identification in these models). However, there is some recent research in IO that focuses on other sources of variation to estimate more realistic demand specifications. Anupindi, Dada, and Gupta (1998) and Conlon and Mortimer (2007) study variation in consumer choice sets generated by the presence of stock outs. In Katz (2007), the variation comes from the fact that consumers restrict their attention to a subset of products before making a choice.

This last paper is close to a large body of literature in marketing known as consideration set literature, focused on incorporating the variation in the consumer choice set into discrete choice models (Manski 1977 was the first to introduce it). In this literature, two interpretations of the choice set are possible. First, consumers might be unaware of the existence of some products, and their choice set consists of all the products they are aware of. Alternatively, consumers might face cognitive costs or constraints of having to consider a large number of products in their choice, and therefore they might restrict their attention to a smaller subset of products before making a choice. Both interpretations have been considered in the literature to study the effect of advertising on the consumer choice set.

COMPANY

PROFILE3. PROFILE OF RALLISON ELECTRICAL PVT.LTD. LIMITED, GURGAONRallison has unfolded the new dimensions of progress and development by taking the initiatives to build a forte of intellectual prowess and zero-defect quality to shield the imperative expectations of the cable and wire industry.

Rallison, as one of the leading manufacturers of wires and cables in North India has the largest dealer and distributor network all over the India, which enables its products to reach every nook and corner of the country.

We cater to the diversified needs of our reverent customers, thus providing them with the comprehensive solutions of wires and cables such as PVC/PE insulated wires, LT-PVC/XLPE power control, instrumentation cables, Flexible and House wires. Rallison also manufactures the cables in accordance to the customer specifications.

Rallison was awarded the ISO-9001 certificate in the year 2002. In addition to this, Rallison is the first Delhi based cable manufacturing company to attain an ISO-9002 certification.

The foundation of Rallison was laid in 1985 as a small unit in Badli working hand-in-hand with Remson, which is a name to reckon with in the appliance industry and which has recently bagged a Gold Medal at IITF 2002 for its undisputed quality commitment.

Our philosophy is to build a zero-defect product, which carries value satisfaction for our customers. Rallison strongly believes that learning and improving is a continuous process for the growth of any company.

Keeping up pace with radical transformation of technology, time and again, Rallison has proved its urge for quality by getting Best Vendors Award from Philips India for consecutive three years. Rallison has spread its wings by exporting products to Philips India having branches in Singapore, Malaysia, and Hong Kong and is emerging as a true contender for globalisation.

Today competitiveness is the loudly uttered word in domestic and international markets. Rallison keeps a constant vigil on all the technological developments taking place in the cable industry and adopts them to keep up with the ever-changing market trends.

Rallison is adhering to the yardsticks of the latest technology, which matches the international standards of quality. Rallison boasts of its means of processing, state-of-the-art machinery and equipment imported from USA, UK and Germany.

With the present setup at Mayapuri, New Delhi, well equipped with state-of-the-art technology coupled with efficient, competent and result oriented professional team working round the clock, enables us to niche our way to success.

Rallison has learnt "how to learn and hear the unheard voices" which enhances its capabilities to face the future challenges. Keeping this in mind, Rallison has added a 2 acres of land unit at Bhiwadi, Rajasthan which will be fully operational by July 2003. Rallison's objective as a corporate is to provide utmost satisfaction to its customers.

It is only then that we can have a relationship with our customers, which will be fondly cherished by the generations to come.

3.1 PRODUCTS

Having established a firm reputation in India's PVC & PE Cable industry, it was only natural for Rallison to look at future value-added product extensions. These cables consist of carbon and hydrogen compounds, which essentially contain low-density polyethylene molecules in the form of long flexible chains.

On cross-linking, slippage between flexible chains can be prevented. Cross-linked polyethylene (XLPE) is a thermosetting compound. It softens at the crytahne melting point of polyethylene (85C to 115C) and assumes an elastic rubber like consistency, a property that it retains during further rise of temperature until it becomes carbonized without melting at 250C to 300C. All this strengthens LT-XLPE cables against stress cracking and gives them a greater resistance to fight ageing in hot air.

General Construction of XLPE CablesConductorConductors are made from electrolytic grade aluminium/copper conforming to IS:8130, and are compact circular or compact shaped.

InsulationRallison's XLPE cables are specially made high grade cross-linked polyethylene for insulation by extrusion process.

Core Identification

Different colours identify the cores:

Single coreBlack

Two CoreRed & Black

Three CoreRed, Yellow & Blue

Four CoreRed, Yellow, Blue & Black

Three and half CoreRed, Yellow, Blue and reduced neutral core in Black

Laying up

In multi-core cables, cores are laid up as per the above colour scheme, interstices are filled wherever necessary to make the laid up cores circular.

Inner Sheath

Laid up cores are bedded over with thermoplastic material for protection against mechanical and electrical damage.

ArmouringArmouring is provided over the inner sheath to guard against mechanical damage. Armouring is generally of galvanized steel wires or strips (In single core cables used in AC system armouring is by non-magnetic hard aluminum wires/strips). Round steel wires are used where the diameter over the inner sheath does not exceed 13mm. Above 13mm, flat steel strip armour is used. Round wire of different sizes can be provided against specific request.

Outer Sheath

Specially formulated heat resistant black PVC compound confirming to the requirement of Type ST-2 of IS:5831-1984, extruded to form the outer sheath. Rallison XLPE offers a specially formulated Flame Retardant Low Smoke Compound(FRLS) for outer sheath used in fire hazardous environment.

TestsIn addition to all tests as required by IS:7098 Part-1, Rallison XLPE Cables are subjected to a number of in-house tests at every stage of production. Incoming raw material is also tested thoroughly to ensure consistency of quality.

Product Code

As per IS:7098 Part-1, the codes are:

ConstituentsCode

Aluminum conductorA

Rallison XLPE insulation2X

Steel round wire armourW

Steel strip armourF

Steel double round wire armourWW

Steel Double strip armourFF

Non-magnetic (A1) round wire armourWa

Non-magnetic (A1) strip armourFa

Product Range LT-XLPE Cables

Cable TypeManufacturing RangeRelevant Specification

Power Cable with Aluminum Conductor 1.1KVS/core upto 1000mm; Multi-core upto 630mmIS 7098/Part-1/1988

Control Cables with copper conductorUpto 61 coreIS 7098/Part-1/1988

Know the Superior Product - The LT-XLPE Cables LT-XLPE Cables have longer life as compared to conventional PVC Cables.

LT-XLPE Cables have higher conductor temperature rating i.e, 90C as against 70C of PVC and hence higher current rating.

LT-XLPE Cables have higher emergency overload capacity than PVC Cables (upto 60%).

Max. temperature limit under short circuit conditions for LT-XLPE Cables is 250C as against 160C for PVC Cables. Hence XLPE cables have higher short circuit rating.

The moisture resistance of LT-XLPE Cables is nearly 100 times that of PVC.

Insulation resistance of LT-XLPE Cables is very high as compared to PVC Cables.

LT-XLPE Cables have high corrosion resistance in polluted atmosphere as compared to PVC Cables.

LT-XLPE Cables have better properties of resistance to chemical and corrosive gases.

LT-XLPE Cables have low installation cost because of light weight, dimensions and are far more flexible.

LT-XLPE Cables have better properties to withstand vibrations, hot impacts.

Jointing of LT-XLPE Cables is easier and quicker.

LT-XLPE Cables are ideal for transmission and distribution of power.

Mining cables are used in the mines. These are manufactured in 1.1 KV and 3.3 KV. 3.3 KV cables are normally with Copper conductor and are double wire armoured to keep higher mechanical protection. The conductivity of the armour is not less than 75% of the phase conductor.

Flat Cables for Submersible Pump Motor

Rallison Flat Cables are manufactured for critical space requirements, protection against indefinite immersion in water under specified conditions, protection against raining water and protection against ingress of small solid foreign bodies.

Rallison's Flat Cables are produced from best quality electrolytic copper drawn, on-line annealed & bunched on automatic manufacturing machines. The conductors are insulated with a special grade of PVC and outer sheath consists of a highly abrasion resistant PVC compound. These cables processed on sophisticated twin extrusion line meets and withstands the demanding needs of submersible pump motor power supply.

Double Sheathed Round Submersible Cables

Double sheathed round 3 core and 4 core cables are better suited for heavy duty applications like sewage, slurry and dewatering pumps. These conditions requires the sheathing to be able to withstand abrasion, prevent ingress of water along the interstices of the cable, and be resistant to acidic fluids and chemicals.

Flame Retardant Low Smoke Single Core Unsheathed Flexible Copper Cables having high current rating for voltages up to 1100 volts ACConductorMany thin strands of Electrolytic Copper are fine-drawn simultaneously for uniformity of characteristics such as Resistance, Dimension, Flexibility etc. The drawn strands are collected and closely twisted in high precision machines and further compacted. This not only imparts circularity to the bunched conductor, but also prevents the tendency for the strands to separate and exert internal pressure on the insulation when the cable is bent during installation and usage.

InsulationSuch formulated high temperature grade of Flame Retardant Low Smoke compound restricts the spread of flame in the fire situation. The smoke emitted by the burning cable is also less as compared to the traditional cables. This offers improved visibility for evacuation of trapped victims and facilitates fire fighting operation.

Packing90 mtrs. (approx. 100 yards) coils packed in protective cartons, jumbo coils in special payout boxes also available to help reduce wastage at the time of installation.

Rallison PVC single and multi-core flexible cables make a big difference wherever they are installed. They don't merely deliver power, they do so with maximum efficiency and security. With stronger materials, surer conductors and safer insulation, Rallison cables have minimized loss while improving electricity transfer and transient.

Making it possible, is the company's management of manpower, machines and materials. Since its inception in 1985, modern methods of manufacturing and marketing have welded technology and teamwork with quality control and professionalism to produce a better cable.

Right from raw materials, built-in quality control systems check every stage of production. Indian and international standards are met even before the cables emerge from advanced facilities. The finished products are then measured by the most critical tests of all: the highly competitive market place. Success in that supercharged environment is the ultimate proof of the quality of Rallison cables.

Rallison was awarded the prestigious Safety Certification 'S' mark scheme from the Department of Electronics. This certification is internationally recognized and approved.

Rallison's flexible wires and cords are manufactured as per IS:694/1990 with latest amendments.

Rallison earned international recognition for third party guarantee through TUV Germany.Note: Number and nominal diameter of wire formation in conductors can be altered to suit individual customer's specific requirements.

Conductor: Annealed bare high conductivity copper/aluminium conductor as per IS:8130/84.Insulation: PVC compound Type A of IS:5831/84

Sheath: PVC compound Type ST-1 of IS:5831/84

Core identification, Colour for core identification &Colour sequence

Cable for fixed wiringFlexible CordsFlexible Cables

Red, Black, Yellow, Blue, White or GreyRed, Black, Yellow, Blue, White or GreyRed, Black, Yellow, Blue, White or Grey

Red & BlackRed & Black

Red & Yellow & BlueRed, Black & Yellow Green(For ECC)

Red, Yellow, Blue & BlackRed, Yellow Blue & Yellow Green(For ECC)

Unique Features: On-line wire drawing and annealing

High speed extruders (upto 500 meters per minute)

Twin pvc insulated (upto 4 sq.mm.) for better insulation & electrical properties

Automatic on-line critical diameter control

Stringent quality control

Rallison today is one of the most preferred and trusted name in House wires. It has emerged as first choice and gained reputation & confidence in consultants, architects and builders.

Rallison has built up a reputation for commercial foresight and solid integrity. Tested and supervised by experienced engineers in sophisticated labs, Rallison House wires have earned a name for themselves in both Indian and international markets.

Rallison telephone cables are processed by high-speed state-of-the-art machinery. The conductor is made of pure electrolytic grade, super annealed, tinned copper and is insulated with good quality PVC. The cores are carefully twisted together with suitable lays and bunched together such that the cross talk is reduced. Also the cores may be helically wrapped with Myler or Polyester tape. A nylon ripcord is also provided in order to safely peel off the jacket without damage to the cores. The laid up and bunched cores are finally jacketed with PVC for indoor application.

The cables generally confirm to ITD specifications for outdoor application, the above mentioned cables can be provided with G.I wire/ strip armoured and over all PVC jacket confirming to IS:1554 Part 1 - 1988 to make them suitable for underground Trench/duct laying.

Armour material confirming to IS:3975. Jacket PVC compound confirming to ST-1 of IS:5831/TM-2 of IS:13176.

Self Supporting Drop Wire

The conductor in Self Supporting Drop Wire is 0.5 mm made out of EC grade Solid Copper Wire. This is PVC insulated and with Fibre Glass Roving as strength member. The cable is used for landline connected from the pole to the subscriber end. "Rollex" Self Supporting Drop Wire is made as per TEC Specification no. G/WIR-03/02 July'99.

Jumper Wire

The Jumper Wire is made out of EC Grade Solid Copper Wire with 0.5 mm conductor dia. This is PVC Insulated and two cores are twisted together. The Cable is made as per TEC Specification no. G/WIR-10/02 Dec.'94.

Instrumentation/Screened/Shielded Cables

Instrumentation cables are used in process control systems, AC/DC converters, Space Research and other Modern Processor based instrumentation Circuits. These Cables are designed to combat noise and induction phenomena encountered in the circuits and bring a clean and accurate signal to the control room.

The Instrumentation Cables are normally made with EC grade bare / tinned copper stranded conductor, PVC Insulated/pair screened with polyester and Mylar tape along with stranded tinned drain wire. Multi Pair Screened cables are available with individual pair screening as well as overall screening OR with overall screening only as per the requirement of the Customer. These are generally armoured with wire/strip. The sheathing is available with FR/FRLS and FS properties as per the requirement of the customer.

Thermocouple Extension/Compensating Cables

These cables are used in Boilers, Furnaces and Heat Treatment Industry. These cables are produced from specified alloy conductor such as:

Extension Cables

TX (Cu/Cu Ni)

JX (Fe/Cu Ni)

KX (Ni Cr/Ni Al)

EX (Ni Cr/Cu Ni)

Compensating Cables

KX (A)

SX/RX (Pt-Rh/Pt)

These are PVC Insulated, cores twisted to form pairs, individually or overall shielded. These can be armoured/unarmoured and with sheathing suitable for FR/FRLS/FS.

CharacteristicsThe specific properties, which are checked for various Flame Retardant Smoke characteristics are evaluated as per norms of prevalent international specifications. Every customer decides its own set of requirements and Rallison are in a position to offer a wide range of cables to suit these requirements and cover the needs of particular application economically. These tests are to be carried out apart from those physical & electrical tests to evaluate the cable parameters specified in the standards to which it is manufactured.

FRLS Tests

Following special tests are most commonly carried out at present on Rallison - PVC FRLS cables.

1. Oxygen and Temperature Index Test

2. Smoke Generation or Light Obscurtion Test

3. HCL Gas Emission Test

4. Flammability Tests:

a. IEC-3321-1

b. IEC-3322-3

c. IEEE-383

d. SS 424 1475

Smoke Generation Test

Optical method is most practiced to measure the amount of smoke generated while burning the sample. A fixed dimension sample of material is put to flame of specified intensity for 4 minutes and the percentage obscuration on an optical path is measured a 15 seconds interval.

A graphical plot of such measurements evaluates the average smoke density. This area integration method is only the quantitative indication of smoke generation by the PVC compound.

The test is generally carried out as specified in ASTM-D-2843 standard.

Flammability Tests

All other tests mentioned are generally carried out on the materials to ascertain basically the components, which have certain bearings on the fire resistance characteristics of the cables. These results contribute to select a proper formulation for a particular application.

There are certain tests, which are carried out on the completed cable manufactured with such compounds, in which the cable samples are subjected to flames in different conditions. The method and duration of such flames vary to a large extent. The most prevalent tests methods under fire conditions are specified as under:

a. IEC-332-1 i.e. on single vertical cable sample.

b. IEC-332-3 i.e. on bunched vertical cable sample.

c. IEEE-383 i.e. on bunched vertical cable samples.

d. SS-424-1475 i.e. on single vertical cable sample in a chimney.

The flame medium is generally LPG in the first three tests methods and Ethnol in the third method.

The extent of damage to the cable under these tests gives an indication of the behaviour of these cables in actual fire conditions and gives a measure of fire-resistance in actual conditions.

HCL Gas Emission Test

All PVC Compounds when decomposed due to fire emit gaseous fumes, which are basically corrosive in nature. This is entirely due to the ingredients used in the formulations. These fumes, if containing higher amounts of corrosive gas i.e. Hydrochloric Acid Gas, may damage various instruments and equipments in the vicinity of fire. More and more stress is being given these days to control this content in reasonable limits.

A sample of cable compound is subjected to controlled rate of heat for a certain period and the decomposed gases are collected in alkaline solutions. Such alkaline medium is then analysed to estimate the HCL evolved.

This is carried out as specified in IEC-754-1 standard.

Oxygen and Temperature Index Tests

Oxygen index is the measurement of oxygen content at which the vertically held sample when ignited ceases to burn off its own within 3 minutes. This is a relative measure of combustion resistance of materials in the context of atmospheric oxygen.

Temperature Index is the temperature at which the vertically held sample ceases to burn off on its own within 3 minutes at an Oxygen concentration of 21% i.e. atmospheric air.

These tests are generally carried out as specified in ASTM-D-2863 Standard.

Airfield Lighting Cables are manufactures as per IS:1554 (Part II) and the cable is of 5 KV grade. "Rallison" is producing the complete range of Airfield Lighting Cables i.e. S/C x 6 Sq.mm & S/C x 16 Sq.mm in Copper and 2C x 25 Sq.mm. Airfield Lighting Cables are with round conductor. These are armoured with steel strip and PVC sheathed. The cables are type tested from CRI, DGAQA-Dehradun.

Rollex Electro Products manufactures a wide range of cables suitable for purpose of Instrumentation. In the projects related to power generation & distribution, chemical, fertilizer, sugar Industries and various other types of engineering industries. The process instrumentation plays a vital role in measurement and control of the process.

Shield is provide to prevent harmful electrostatic interface. There are three basic reasons for providing an electrostatic shield in a cable. The first important reason concerns the need to keep external electrical disturbances from affecting the signal in the cable. The second reason is to prevent the signal in the cable from being detectable at location other than at the cable ends. And the third reason is the elimination of unwanted transfer of signal between circuits in the same cable.

Temperature Measurement and Control

The measurement of temperature is one of the most vital functions in the control of manufacturing and processing operations. As demands for better quality, reliability & economy increase, the demand for more precise measurement and control increase. Newer and more sophisticated electronic circuitry is employed creating stringent demands on the wire and cable used to sense and transmit temperature measurements. To meet these ever increasing demands. "Rallison" has a range of thermocouple Grade Wire and thermocouple Extension wire and cable. Complementing its line of Electronic Instrumentation Cable, "Rallison" now provides the industry with complete range of wires and cables for manufacturing and process control all produced the highest standards of safety established by government and industry.

The Thermocouple

At the heart of all temperature measurement is the Thermocouple. Although involving very complex design parameter, the fundamental concept of all Thermocouples is the same. Two wires of dissimilar metal are joined together at one end. An increase in temperature creates an Electromotive Force (EMF) or signal, which is transmitted through these wires to a monitoring device, which "Reads" this signal and displays it on a previously calibrated meter or digital device.

The monitoring device is usually at a location some distance away from the actual Thermocouple. To connect the thermocouple to the monitor requires wire or cable (for Multiple Thermocouple Installation) that will maintain the integrity of the temperature-Emf signal generated by the primary wires in the Thermocouple.

3.2 QUALITY

Commitment, Teamwork and Dedication to quality have led and are still leading Rallison to a future of growth and prosperity.

We are committed to continuous improvements in all our operations to ensure the highest level of customer satisfaction. We maintain a highly skilled workforce devoted to meeting and exceeding customer needs.

To meet the current worldwide demand for wires and cables, Rallison has undertaken several expansions of its production facility and quality measures. These expanded and improved facilities enable Rallison to significantly reduce quoted delivery time and remain a major player in the Indian and international markets.

Our quality objectives are:

To maintain a quality system that complies with ISO 9001

To exceed industry performance standards

To employ vendors who share a commitment to quality

To ensure employees understand and support our quality system

The firm belief of the company in "Total Quality Assurance" in all its products and services is based on customer needs and expectations. Continuous, dedicated and innovative efforts are made by company's design/quality departments to assure the Quality expectations stated or implied.

Quality Assurance

At Rallison Plant, there is an inbuilt system adopted for quality assurance. It is consciously cultivated culture in the development and substance of which is involved a highly skilled and educated workforce guided by experienced and qualified engineers. Various steps and procedures are adopted to ensure consistent quality and to meet the general/specific requirements which leads to total customer satisfaction. We have complete in-house testing facilities for testing complete range of our production including testing facilities for FR/ FRLS/ FS properties.

Design of Product

The concept of product is evolved and introduced at the design stage itself. Customer's requirement & specifications are studied by a well experienced & well qualified team of technocrats. Specifications are studied in detail & proper design is undertaken. The Company standards for design and raw materials have been set on the basis of Indian and Intenational Specifications.

Raw Material

Material selection is done by qualified and experienced team of engineers on the basis of specifications and requirements. Quality of incoming material is checked by lot wise sampling as per standards & specifications and ISO Procedures. All the instruments/equipments used for testing are calibrated and well maintained. Material is released only after getting satisfactory results. Purchase department is given feedback on the quality of the incoming material. A written down procedure is followed for the acceptance of material.

Process Inspection

Process inspection is carried out at each step & proper record is maintained. Tools used for process inspection are calibrated and well maintained. High standards of workmanship are laid down. This is achieved through regular inspection & checks at different stages of productions. The process checks are supervised by experienced technicians and monitored by the qualified engineers. Stage inspection is carried out between each process as per written down quality procedures. Only the product satisfying the design parameters and quality standards is released for the next process.

Final Testing

The final product is tested for compliance for the standards/ Customers' specifications. Routine tests/ Type tests and Special tests, if any are carried put in respect of each product.

Routine tests are performed on 100% of the manufactured lengths to check the parameters, which are likely to vary during production.

Type tests are performed on lot sampling basis as per the scheme of testing and inspection to ensure that each batch provided meets the requirement of the customer.

Special tests, if any are conducted as per the requirements of the customer.

3.3 CLIENTELE

We are registered as approved vendors with some of the prestigious organisations like:

Govt. / Semi-Govt. / Other Bodies:

Abett Consultant

Aggarwal M.M. & Associates

Airforce Naval Housing Board

Airport Authority of India - Chennai, Trivendrum, New Delhi, Mumbai

Ajay Kumar Associates

Ansal Properties & Industries Ltd.

Archiograph

Bajaj Consulting Engineers

Beacon (Dr. Kalra)

Central Government Employees Welfare Housing Organization

Central Institute of Medicinal & Aromatic Plants (CIMAP)

Dalal Consultant

Desein Pvt. Ltd.

Design `n' Design

Development Consultant Ltd.

Directorate General of Supplies & Disposals (DGS&D)

Driplex Water Engg. Ltd.

Electro Consultant (Mr. Narayana)

Ener Save Consultant Pvt.Ltd.

Engineering Projects (India) Ltd.

Escon

G.D. Techno

Gautam & Gautam Asociates

Gautam Gaurav & Associates

Geo-Miller & Co. Ltd.

Gherzi Eastern Ltd.

Gian Consultancy Services

Gm Consultant

Gupta Consultant

Haryana State Electricity Board

Himachal Pradesh State Electricity Board

Instrumentation Ltd. Kota

International Airport Authority of India

Kanpur Electricity Supply Co. Ltd.

Kinetic Technology India

Kothari Associates

Life Insurance Corporation (LIC)

Lirio Lopez

Military Engineering Services

National Dairy Development Board

National Hydel Power Corporation Ltd.

National Industrial Development Corporation (NIDC)

National Thermal Power Corporation

O. P. Madan (A/C Consultant)

Om Brejesure Bijani

Oil & Natural Gas Commission (ONGC)

P.W.D. - Haryana, Rajasthan, Uttar Pradesh

Panki Thermal Power Station - Panki, Kanpur

Punjab State Electricity Board

R.K. & Associates

RSEB - Kota Thermal Power Stations

RSEB - Ramgarh Thermal Power Stations

RSEB - Suratgarh Thermal Power Stations

S Park Tech Consultants

S. K. Integrated

Sahara India Ltd.

Sarimanya Consultant

Semac

Stein Doshi & Bhalla

Sunil Nayyar Consultant

Technofab Engg. Ltd.

Technozeal Consultant

Tevatia Chauhan & Sharma

Unitech Ltd.

V.S. Kukreja & Associates

Virendra Khanna & Associates

3.4 MANUFACTURING PROCESS

Manufactuing of Cables

Cables with Aluminium and Copper conductor and polymer insulation are manufactured at Works at Delhi and Bhiwadi. Essentially cables comprise of conductors, insulation, innersheath, armour and outersheath.

Conductor

Rallison Cables are avialable with both aluminium and copper conductor.

Rallison Cables are manufactured with solid/ stranded circular/ shaped Aluminium/ Copper conductor.

Stranding makes Cables flexible and easy to handle while shaping makes them compact.

Compaction is provided to all stranded conductor constructions as under:

1. Circular Conductor: With one wire in the center conductor contains 6,12,18,24,30...... wire layers in either unilay or opposite helical directions. The conductor is Compacted.

2. Shaped Conductor: In all multicore cables from 16 Sq.mm. size, conductors are "Shaped". However 6 & 10 Sq.mm. conductor can be solid/stranded circular.

3. Segmental Conductor: As a special case Rallison cables of 1600 Sq.mm. are made up of segmental conductors.

Rallison Copper conductor cables are of the same construction that of cables with Aluminium conductor except for high tensile strength, superior conductivity, better flexibility and ease of jointing, Copper cables are used in control, instrumentation, winding, submarine, mining and ship wiring etc. applications.

All conductors for Rallison Cables are manufactured strictly in accordance with National and International specification.

National specifications - IS:8130

International specifications - IEC:60228/ BS:6360

InsulationInsulation for Rallison Cables is strictly as per National and International specifications. Rallison cables are designed and manufactured with polymer dielectrics to bear thermal and thermomechanical stresses safely at continuous normal and short circuit temperature conditions.

Rallison cables are available with both thermoplatic & thermo setting insulations.

PVC Cables - Thermoplastic dielectric

XLPE Cables - Thermo setting dielectric

Rallison PVC Cables use PVC Compounds that take care of over load and short current with both course & fine protection systems.

Rallison XLPE cables use XLPE Compound with antiu-oxidant stablizers and traces of aromatic polunuclear hydrocarbon. Thus improving electrical treeing characteristics and mechanical strength of insulation.

Pair Screening

Two core are twisted to make a Pair. A tape of Polyester is applied over the Pair and then another tape of Aluminium Mylar is applied alongwith Drain wire.

Laying Up

Cores are tested on line during production both for physical and electrical characteristics. Control is observed within tight tolerance limits for dimensions in case of PVC/XLPE insulation.

Overall Screening

A tape of Polyester is applied over the laid up pairs and then Aluminium Mylar is applied along the Drain wire.

Inner Sheath

Laid up cables are provided with innersheath of Tape/Extruded PVC with high quality of PVC which acts as bedding for steel wire/strip armouring and circularity is maintained.

In Rallison cables- polymer used for innersheath are softer than insulation or outersheath & are compatible with temperature ratings of cables & do not have deleteriocus effects on any other component of cable.

The innersheath dimensions are maintained strictly in accordance with laid down specification.

SpecificationFor PVC Cables - IS:1554 (Part-I)

For XLPE Cables - IS: 7098 (Part-I)

ArmouringMechanical protection to the cable is provided with armouring. Rallison single core cables are armoured with Aluminium or Aluminium wire/strips, thus avoiding magnetic hysteresis losses on A.C. system.

Multicore cables are provided with galvanized steel wire/strips. Rallison cables are provided with galvanized wire armouring, where cables are to run vertically and are subject to strsses.

Rallison Mining Cables are armoured with double steel wire and tinned copper wires, so as to provide conductivity of armour more than 75% of main conductor of cable.

Rallison cables armour wire/strips are of low resistivity material and meet the requirements of IS: 3975.

OutersheathAll Rallison cables are provided with PVC/HR PVC/FR/FRLS outersheath.

Rallison cables are manufactured with various characteristics of sheathing compounds.

General purpose sheathing copoundST-1

Heat resistant Compound for sheath (H.R.)ST-2

Fire Retardant Low Smoke Compound (FRLS)IEC 754 Part IIEC 60332 Part I & IIIEEE- 383ASTM- 2843ASTM- 2863

Flame Retardant Compound (FR)to EIL Specn.

Ultra Violet Radiatoins Resistance Compound to ASTM G-53

Anti Rodent and Anti Termite Compound is applied where the customer ask for it.

PVC Compounds used for Rallison cables are of various grades to meet specifications IS: 5831.

In order to be identified, Rallison cables have their names embossed/printed/intended on outersheath at regular intervals.

ON the outersheath of Rallison cables. Voltage grade, Cable size, Trade Name & year of manufacture are embossed, as desired by the customer.

Cables are sequentially marked for length at every metre throughout its length.

Final Testing

Each Rallison Cable is tested for all applicable Routine Tests. From a lot of Cable one cable of each type is tested for Type Tests, as per relevant specifications.

Rallison conduct its testing at Rollex Electroproducts (P) Ltd. cable plant at Delhi for acceptance test as per specification.

Testing of Rallison Cables are carried out as per Rallison work standards for testing, besides applicable standards.

3.5 CERTIFICATE

OBJECTIVES

4. OBJECTIVE

Objective of the Projected Study and Analysis the Market assessment of the Rallison Electricals Pvt. Ltd Products and their consumer behavior.

1. To study the Consumer Behavior.

2. To Study the Consumer Buying Behavior

3. Brand awareness of Rallison Electricals Pvt. Ltd Products.

4. To study the consumer preference regarding different Rallison Electricals Pvt. Ltd Products in the market

5. Psychology of individual regarding their buying behavior

6. Feedback regarding design, packing and price of the brand

7. To study the consumer preference regarding Rallison Electricals Pvt. Ltd Products.

8. Study of promotion mix of Rallison Electricals Pvt. Ltd for various products.

SCOPE OF THE STUDY 5. SCOPE OF THE STUDY

The scope of my project stands for:

1. Consumer Behavior

2. Consumer Buying Behavior

3. Brand Value

4. Consumers & future Customers

Consumer behavior for family products is significantly influenced by whether the product is hygienic and suitable to their pocket. This study indicated that consumers noticed the difference in clear, colored closures right away and were drawn to clear because it is more attractive, stands out, looks different and gives the product a special status among the competition.

RESEARCH METHODOLOGY 6. RESEARCH METHODOLOGY

The Research Methodology used by me for the purpose of this project is as follows:-

Research Design:-

The research design used here for this project is a combination of Exploratory & Explanatory designs. First a general know about of the Consumer Behavior about Rallison Electricals Pvt. Ltd Products. Then personal interactions with the people concerned are made to figure out the results and random survey too.

Data Collection Method:-

According to the needed research of the project; I pursued both primary & secondary data collection methods. I have used Rallison Electricals Pvt. Ltd Official web sites, some publications on the net, & Rallison Electricals Pvt. Ltd Products information broacher for secondary data collection. To ensure the accuracy of the results the primary data collection method used is the structured interview method.

Sampling:-

The sampling units in my project are Consumers. The sample size was small by following the convenience sampling method. There were queries for the persons interacted & the questionnaire have been attached at last.Sample Size: 50Field Work:-

Basic field work was assigned by the Rallison Electricals Pvt. Ltd Subsidiary situated at GURDGAO.

The fieldwork conducted by me was mainly concerned with getting the information from the Customers. For the purpose I visited the Local market, for the behavior about Rallison Electricals Pvt. Ltd Products.Apart from this I have collected the data with the help of questionnaire from the consumers of different age groups.

The Research stands for:-

1. To know how of the actual phenomenon occurring & exploring the new ideas with a clear & precise insight.

2. To test the hypothesis with being variables to be compared within their relationship.

Data Analysis & Interpretation:-

The statistical tools used by me are mainly average, Percentage, & comparisons etc. I would like to give brief points about

1. Questionnaire: - The questionnaires are given to respondent with no pressurization at all, i.e. he/she is free to provide the information whatever the concern is. One thing to be kept in mind that personal question apart from name, address etc. should not be included.

2. Direct Interviews: - The direct interviews are one up against all the data collection tools just because one can judge that what a person is telling to the surveyor. Although it is time consuming but the information gathered is of much more weight age than others.

3. Sampling design, Procedure & Sample size:-A sample is always a part of the desired universe & it should represent each & every aspect of the study being conducted. The only thing is that the sample being chosen is of relevance & accurate source of information. My sampling design is based on random sampling because each element gets probability to be included & all choices made are independent of each other.

Limitations:-

The main limitation encountered during the project course was the responding error by Management Executives & Consumers, but the approximate figures of data & facts are sufficient for the purpose of this project.

DATA ANALYSIS 7. DATA ANALYSIS

1. Which Rallison Electricals Pvt. LtdProduct do you use most?

Automative parts and components7

Electrical Cables and Wires19

Electronic and Telecom Cables11

Plastic, PVC & PU Products13

Interpretation: Out of 50 respondents 38 % are using Electric Cables and Wires of Rallison Electricals Pvt. Ltd Cables, 26 % uses Plastic, PVC & PU products, 22 % are using Electronic and Telecom Cables and the rest 14 % are using Automative parts and components.

2. What do you preferred in product?

Quality17

Effectiveness13

Packing7

Market Demand13

Interpretation: 34 % believes in quality, 26 % believe in Effectiveness and Market Demand and the rest 14 % in packing.

3. Which product do you prefer most?

Control Cable9

General Wiring Cable21

Flexible Cable9

PVC Power Cables11

Interpretation: Out of 50 respondents, 42 % are using General Wiring Cables, 22 % are using PVC power cables, and 18 % are using Flexible as well as Control cables.

4. What do you like in your preferred brand? (Plz rank in order 1,2,3.n)

121

217

312

5. If you dont get prefer brand in some area will you compromise it other one?

Yes31

No19

Interpretation: Out of 50 respondents, 62 % of the consumer dont compromise on prefer brands and 38 % compromise in case of rates, availability etc.

6. What is the single most important benefit you want to convey about your thinking of Product/Service?

Best27

Easily Accessible18

Not Satisfactory5

Interpretation: The single most important benefit you want to convey about your thinking of Product/Service is that 54 % says it is best, 36 % says it is easily accessible and the rest 10 % says not satisfactory. 7. What identity you like in the Rallison Electricals Pvt. LtdProducts?

Renowned Product29

Packing is attractive4

Easily Available10

Less Complaints7

Interpretation: Out of 50 respondents, identity the consumer like in the Rallison Electricals Pvt. Ltd Products, 58 % says it is a renowned product, 20 % says easy accessible, 14 % says that it has less complaints and the rest 8 % says it has attractive packaging.

8. How frequently you use Rallison Electricals Pvt. Ltd Products?

Daily33

Weekly7

Monthly3

Occasionally7

Interpretation: 66 % of the 50 respondents are daily using the Rallison Electricals Pvt. Ltd products in case of their home electric switching, 14 % of them are using weekly and occasionally and the rest 6 % are using monthly. 9. Would you change your choice with decrease of price?

Yes17

No33

Interpretation: Out of 50 respondents, 66 % responded that if they get the product at less price they wont change their choice whereas 34 % can.

SUGGESTIONS & RECOMMENDATIONSSUGGESTIONS AND RECOMMENDATIONS

Rallison Electricals Pvt. Ltd gives the power to identify, understand and target best customers and prospects. By applying the Rallison Electricals Pvt. Ltd segments and prospect databases, one move beyond the limits.

Consumer will gain valuable insight into purchasing behavior and preferences, revealing best to buy and which products or services they want.

Rallison Electricals Pvt. Ltd has to:

Determine the best cross-sell and up-sell opportunities

Find new prospects by supplying good products and turn them into profitable customers

Create marketing and selling strategies that will increase sales

Evaluate market potential for specific products and services

Customize product or service messages by target segment

Analyze consumer behavior and usage for product development

CONCLUSION

CONCLUSION

Consumers are very much in use of electric and plastic PVC cables.

Most of the consumers believe in quality and the effectiveness of the electric product of Rallison Electricals Pvt. Ltd.

General Wiring Cables and PVC power cables are in use, Flexible as well as Control cables also.

The consumer dont compromise on prefer brands in case of rates, availability etc.

The single most important benefit you want to convey about your thinking of Product/Service is that it is best and easily accessible.

Identity the consumer like in the Rallison Electricals Pvt. Ltd Products, it is a renowned product and easy accessible moreover it has less complaints and has attractive packaging.

Most of the respondents are daily using the Rallison Electricals Pvt. Ltd products in case of their home electric switching. According to the respondents even if they get the product at less price they wont change their choice.

SWOT ANALYSIS

SWOT ANALYSIS

SWOT Analysis (Strength, Weakness, Opportunity, Threat)

Strengths: - The key strengthening elements of Rallison Electricals Pvt. Ltd Products are:

(a) Healthy amount of respect & reputation all over the world.

(b) Extensive network distribution coverage.

(c) The infrastructure is world class.

Weaknesses: - The weaknesses coming out to be:

(a) Losing Market share, i.e. unable to retain customers.

(b) Weak & unprofessional Advertisement Network.

(c) Inappropriate pricing strategy.

(d) Lack of feedback & continuous interaction with dealers.

(e) Better Environment, Good Marketing Strategy and Latest Developments

Opportunities: - The future gains can be from:

(a) Growing & constant demand Rallison Electricals Pvt. LtdProducts.

(b) Consumer is educated one & demands quality not the quantity.

(c) The customer is ready to pay more to receive the quality products.

(d) The advertisement can be a collective one for all its products.

Threats: - The major threats are :

(a) Competition.

BIBLIOGRAPHY

BIBLIOGRAPHY

Books Britt, S, Psychological Principals of Marketing and Consumer Behavior, Lexington Books, Lexington, Massachusetts, 1978.

Cohen, J, Behavioral Science Foundations of Consumer Behavior, The Free Press, Macmillian Ltd., New York, 1972.

Minor, M and Mowen, J, Consumer Behavior: 5th ed, 1998. Upper Saddle River, New Jersey. Prentice Hall, Inc.

Foxall, G and Goldsmith, R, Consumer Psychology for Marketing, 1994. London, J&L Composition Ltd.

Websites

http://en.wikipedia.org/wiki/Category:Consumer_behaviour http://www.rallison.com/php/certificates.php http://www.consumerpsychologist.com/ANNEXURE ANNEXURE: QUESTIONNAIREName: _______________________

Address: _______________________

Age:

_______________________

Sex:

_______________________

1. Which Rallison Electricals Pvt. Ltd Product do you use most?

A. Automative parts and componentsB. Electrical Cables and WiresC. Electronic and Telecom CablesD. Plastic, PVC & PU Products2. What do you preferred in product?

A. QualityB. Effectiveness

C. PackingD. Market Demand3. Which product do you prefer most?

A. Control CableB. General Wiring CableC. Flexible CableD. PVC Power Cables4. What do you like in your preferred brand? (Plz rank in order 1,2,3.n)

A. 1

B. 2

C. 3

5. If you dont get prefer brand in some area will you compromise it other one?

A. Yes

B. No

If yes (Give Reasons)

6. What is the single most important benefit you want to convey about your thinking of Product/Service?

A. Best

B. Very Best

C. Easily Accessible

D. Not Satisfactory

7. What identity you like in the Rallison Electricals Pvt. Ltd Products?

A. Renowned ProductB. Packing is attractive

C. Easily AvailableD. Less Complaints8. How frequently you use Rallison Electricals Pvt. Ltd Products?

A. Daily

B. Weekly

C. Monthly

D. Occasionally

9. Would you change your choice with decrease of price?

A. Yes

B. No

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