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MP Birla institute of Management, Bangalore 1

A STUDY ON

RETAILERS PERCEPTION ON POWERSAVERS WITH EMPHASIS

ON PHILIPS POWERSAVERS IN HYDERABAD CITY

A Dissertation Submitted in partial fulfillment

Of the requirements of post graduate degree in

Master of Business dministration

Of Bangalore University

Submitted By

SAI RAM.B

(REGD.NO:04XQCM6072)

Under the Guidance and Supervision

Of

Prof. Ramgopal

M.P.BIRLA INSTITUTE OF MANAGEMENT

Associate Bharatiya Vidya Bhavan

# 43, Race Course Road, Bangalore-560001

August –

September 2005




DECLARATION

I hereby declare that this project titled “A Study on Retailers perception on power

savers with emphasis on Philips power savers in Hyderabad city”, submitted in

partial fulfillment of the requirement for master of business administration, is my

original work and not submitted for any other degree/diploma or similar title or

prizes. All the facts have been obtained from the study. Any resemblance to any

other work, if any, will be merely coincidental or due to similarities of facts.

DATE: SAIRAM.B

PLACE: REG NO: 04XQCM 6072




ACKNOWLEDGEMENT

I would like to express my sincere gratitude to Mr. Kiran, marketing manager, for

all the guidance and help rendered for the successful completion of this project.

I would like to thank my project guide Prof. Ramgopal, Professor, M.P.Birla

institute of Management, Bangalore, whose contribution was insightful and helped

me, to get well acquainted to the project intricacies.

I also make use of this opportunity to thank the entire faculty members and Friends

of my college, who supported and helped me in completing this project.

Lastly, my heartfelt thanks to Dr. Nagesh Malavalli, Principal, MPBirla institute of

Management Associate Bharatiya Vidya Bhavan for the support and regular

guidance given to me throughout the project.

Place:Bangalore SAIRAM.B

Date:




PRINCIPAL’S CERTIFICATE

This is to certify that the project entitled “A Study on Retailers perception on

power savers with emphasis on Philips power savers in Hyderabad city” has

prepared by Mr.SAIRAM.B bearing Reg No.04XQCM6072 under the guidance of

Prof.Ramgopal

Place: Bangalore Dr. Nagesh S Malavalli

Date: (Principal)




GUIDE’S CERTIFICATE

This is to certify that project entitled “A Study on Retailers perception on power

savers with emphasis on Philips power savers in Hyderabad city” submitted in

partial fulfillment of the requirement for the degree of MBA of Bangalore

university, under my supervision and guidance and that no part of this report has

been submitted for the award of any other degree, diploma, fellowship or other

similar titles or prize and that has not been published in any journals or magazines.

Registration No: 04XQCM6072

Place: Bangalore Prof.Ramgopal

Date:




TABLE OF CONTENTS

SI NO CONTENT PAGE NO

1. Cover page

2. Certificates

3. Acknowledgement

4. Table of Contents

5. List of Tables And Graphs

CHAPTER I INTODUCTION 1

Executive Summary 4

Significance and Relevance of Study 7

CHAPTER II DESIGN OF THE STUDY 9

Statement of Problem 10

Objective of Study 11

Scope of Study 12

Research Methodology 13

Limitations and Assumptions 29Operating Definitions and concepts 31

CHAPTER III COMPANY PROFILE 32

Product Profile 37




CHAPTER IV MAIN DATA ANALYSIS 45

CHAPTER V SUMMARY FINDINGS AND SUGGESTIONSFindings 66

SWOT Analysis of Philips Power Savers 68

Suggestions 69

Conclusion 70

CHAPTER VI BIBLIOGRAPHY, REFERENCEAND ANNEXURE 72




LIST OF TABLES AND GRAPHS

Table

no.

Page

No.

Particulars Graph

No.

Page No.

1.1-1.2

45 Market Penetration 1.1a-1.2b

46

1.3 46 Shelf Space 1.3a 47

1.4 48 Sales of Various Brands of

Power Savers

1.4a 48

2.1 49 Speed 2.1a 49

2.2 50 Quality 2.2a 50

2.3 51 Price 2.3a 51

2.4 52 Service and schemes 2.4a 52

3.1 53 Consumer Preference 3.1a 53

4.1 54 Retailer Influence on

Consumers

4.1a 54

4.2 54 Factors for Recommendation 4.2a 54

4.3 55 Preferred Features 4.3a 55

5.1 56 Brand Preferred By Customers 5.1a 56

6.1 57 Bargaining 6.1a 57

7.1 58 Willingness To Pay Extra 7.1a 58

8.1 59 Influence on Advertising 8.1a 59

9.1 60 Advertisement At

POP(Philips)

9.1a 60

10.1 61 Time taken by customers for

Purchase decision

10.1a 61




11.1 62 Dealers margin 11.1a 62

12.1 63 Comfortable Price 12.1a 63

13.1 64 Effective Advertising

Channels

13.1a 64




CHAPTER 1

INTRODUCTION




Emerging high-volume applications such as solid-state lighting and automotive headlights will

drive vigorous growth in the LED market.

Revenues from discrete LED devices are expected to increase by an impressive 22% cumulative

average growth rate (CAGR) between 2005 and 2010. This growth will be driven by strong

overall unit demand and emerging applications in solid-state lighting, and follows an increase of

15% CAGR in the 2000-2005.

Paving the way for this revenue growth is an intensifying race to develop and mass-produce

highly luminous white LEDs for indoor solid-state lighting systems. Accelerated developments in

compound semiconductor materials and manufacturing technologies have pushed high-brightness

LEDs to the verge of being viable replacements for fluorescent light fixtures and incandescent

light bulbs in offices and buildings.

Market growth

In the first half of this decade, LED growth was primarily fueled by strong unit demand for white

LEDs used in display and keypad backlighting in cellular phones and mobile computing systems.

HB-LEDs accounted for slightly more than half of the total LED revenues in 2003, increasing to

70% this year. By 2010, more than 85% of the world’s LED sales will be generated by high-

brightness devices, according to IC Insights’ projections.

Additional LED revenues will be generated by products that are sold as complete assemblies for

single- and multiple-digit character displays. These LED-based assemblies are expected to add

another $1.6 bn to the overall total in 2010, up from $833 m in 2005.

The current emphasis on replacing existing lighting products with LEDs has had a measurable

impact on the rate of technical development over the past half-dozen years, and thus theillumination levels that can be achieved with LEDs.

For nearly three decades (from the late 1960s to the end of the 1990s), the light output levels

from packaged LED devices have roughly doubled every two years. In this decade, however, the

rate of doubling has increased from every 24 months to about 18 months.




One serious issue facing the solid-state lighting movement is the lack of standards for measuring

the performance of high-output HB-LEDs, in terms of both light output and efficiency. To avoid

marketing hype, industry benchmarking standards are also needed to determine when the

technology can be said to graduate from a laboratory prototype to a real product.

To realize the huge potential of solid-state lighting, IC Insights concludes that new standards for

measuring luminous efficacy and industry-wide capabilities are needed for HB-LED products to

achieve real commercial success.

Display backlighting and illumination will drive growth in the HB-LED market, and automotive

applications will also flourish.

A series of articles from different market research organizations evaluates the potential and

challenges for LEDs in illumination, backlighting and automotive applications.




EXECUTIVE SUMMARY

Title of the study:

“A STUDY ON RETAILERS PERCEPTION ON POWER SAVERS WITH

EMPHASIS ON PHILIPS POWER SAVERS, IN HYDERABAD CITY”

This research project was carried out with the objective of exploring and gaining an in-depth

understanding of the power saver market from the trade point of view with special reference to

Philips power savers. It includes assessing the market penetration, performance and tracking

competition of Philips power savers. The study also focused on understanding retailers ’

influences and behavior. And analyzing customers buying behavior and their priorities in

selecting power savers were also a part of the study.

A Descriptive study was also carried out to gauge the Retailers perception and customers buying

nature. It involved a questionnaire survey of retailer and a direct in-depth interview. One hundred

retailers were interviewed in Hyderabad city.

The Philips group of companies, having a strong foot in lightning sector diversified itself into

manufacturing of power savers. They first introduce Philips power saver under the brand name

“MASTER TL’D80”, which was a grand success in the market. Looking in to hype in the power

saver market,

Later by march 2006, with help of German technology, launched green lightning bulb TL-800

NG into the market, which will emit less mercury in to the environment.




Findings

Some of the key characteristics of the power saver market are:

! There is a lot number of players both branded and non-branded in the market and there ishigh level of threat from new entrants.

! Bargaining power of buyers is also high. There fore, focus should be on retaining

customers by providing them with quality products at comfortable price.

! Customers are price and quality conscious; lifetime is another factor, which they give

importance to.




Objectives of the study

1. To access the market penetration of power savers available with retailers in Hyderabad

city and with special reference to product penetration and performance of Philips power

savers.

2. To study the perception of power saver retailers about Philips power savers.

3. To study customers behavior in selecting power savers.

4. To study the importance of advertisement in the power saver market.

SAMPLE SIZE 100 retailers from selected areas were interviewed.




SIGNIFICANE AND RELEVANCE OF THE PROBLEM

RETAILING

Retail is India’s largest industry accounting for over 10 percent of the country’s GDP and around

8 percent of the employment. Various estimates put the market size, across, at between Rs ‘eight

crore’ and ‘1 million crore’.

Retailing involves the direct sales of goods and services to the ultimate consumers for personal

consumption.

According to Philip kotler “Retailing includes all the activities involved in selling goods or

services directly to the final consumer for personal, non business use.”

A retailer or retail store is any business enterprise whose sales volume comes primarily from

retailing.

The character of retail stores are retail stores are determined by the choice management makes

about margin and inventory turnover goals, variety and assortment of merchandise to carried,

location and convenience factors and customer services and display.

The hugely fragmented retail has given rise to a distribution network that is quite unique to India.

In a distribution channel it, there are three sales activities happening between the intermediaries:

Manufactures Carriage and forwarding agent (C & F)

C & F agent Redistributors (primary sales)

Redistributors Retailers (secondary sales)

Retailers Consumers (Tertiary sales)

Each step is related to the subsequent step. An important step is secondary sales. This represents

the stages up to which the company monitors sales and other parameters, which relates to

companies performance. Because tertiary sales are very closely related to primary sales,




companies avoid this part of process. Consumer being a part of tertiary sales process gets no

attention from company, his likes and dislikes reflects between retailer and consumer. There fore,

retailers should be made accountable for communicating consumers need and perception about

the product by company/ies.




CHAPTER II

DESIGN OF THE

STUDY




STATEMENT OF THE PROBLEM

The electricity tariffs are increasing over a period of time. The bills are creeping into skies andpeople are looking for an alternative to reduce their expenditure on power bills. The companies

grabbing this opportunity introduced power savers into the market. But, there are lots of players

in the market. So, the consumers are looking for a product which is of best quality and longer life

time. Also, a lot of confusion which brand to buy? After all, the people are concentrating on the

appearance and lightning in their places.

There are almost ten different famous and local brands power savers available in the market now,

with different prices, models & quality. People find it difficult which brand to go for. All thebrands compete against each other by adopting different marketing strategies for attracting

customers and thereby promoting and increasing sales. Top brands dominate top segments of

society and local brands in the lower and middle segments.

A retailer plays an important role in this situation. They influence customers in selecting the

power savers. They form the intermediary between the customers and the manufacturers.

Customers like and dislikes reflect between retailers. Therefore retailer should be given utmost

care and attention for motivating the sales of particular product. And also to monitor the market

condition.

The problem encountered during this study will be to create a brand image in consonance with

the Philips brand name in the minds of retailers and customers. The focus will be on positioning

the newly launched green lightning power savers and also designing strategies to face

competition.




OBJECTIVES OF THE STUDY

The objectives are needed in every area where performance and result directly or vitally affect

the survival and prosperity of the business.

This is a study done to get an in-depth understanding of power saver market of newly launched

green lightning power savers in Hyderabad. Sample sizes of 100 retailers were interviewed in

Hyderabad city.

Following are the objectives of the study

1. To access the market penetration of power savers available with retailers in Hyderabad

city and with a special reference to product penetration and performance of Philips power

savers.

2. To study the perception of retailers about Philips power savers.

3. To study consumer behavior in selecting power savers.

4. To study the importance of advertisement in the power savers market.




SCOPE OF THE STUDY

Date of study: April-May 2006.

Place of study: Hyderabad city

The study was conducted in Hyderabad city covering a sample size of one hundred

retailers. The study took about two months for completion and collection of primary data and

secondary data.

The selection of sample was on the basis of area sampling. Fifteen areas were selected according

to the population density, which were considered to be prime areas in the city. All the retailers in

each area were interviewed with structured questionnaire and also a direct in-depth interview,

with additional question, in order to fulfill the objectives of the research. The various areas

covered for the studies are:

1. Ameerpet 11. Panjagutta

2. Dilshukhnagar 12. Khairatabad

3. Uppal 13. Kukatpally

4. Patny 14. Mehdipatnam

5. Begum pet 15. Koti

6. Lingampally 16. Abids

7. Himayath Nagar 17. Nampally

8. Basheer bagh 18. Banjara hills

9. S.R.Nagar 19. Jubilee hills

10. Miyapur 20. Patancheru




necessary. Other cases when a descriptive study could be taken up are when he is interested in

knowing the proportion of the people in a given population who have behaved in a particular

manner, making projections or determining the relationship between two or mare variables.

The objective of such a study is to answer who, what, when, where and how, of the subject under

investigation. There is a general feeling that descriptive studies are factual and very simple. This

is not necessarily true. Descriptive studies are well structure rigid and its approach cannot be

changed every now and then. Descriptive studies can be divided in to broad categories, cross

sectional and longitudinal.

! Cross sectional study

A cross sectional study is concerned with a sample of elements from a given population thus

it may deal with households, dealers, retailer stores or other entities. Data on a number ofcharacteristics from the sample elements are collected and analyzed. Cross sectional studies are

of two types- field studies and surveys. Although the distinction between them is not clear-cut,

there are some practical differences, which need different technique and skills.

! Longitudinal studies:

Longitudinal studies are based on panel data and panel methods. A panel is a sample of

respondents who are interview from time to time. Generally, panel data relate to the repeated

measurement of same variables. Each family included in panels, records, its purchase of

numbered product, at regular intervals, weekly, monthly, or quarterly over a period of time, such

data will reflect changes in the buying behaviors of families.

3) Conclusive research:

This method is based on the premises that a small-scale experiment is useful to indicate

what can be expected in large-scale experiment. In this process manipulation of one variable is

done in a controlled environment, while holding another variable constant in order to establish a

casual relation. This will investigate in to the cause and effect relation between two or mare




variables. The researcher uses inductive logic for confirming or rejecting hypothesis with the

help of evidences.

SAMPLING TECHNIQUES

Sampling methods

Sampling techniques can be divided into the two broad categories, probability and non-

probability samples. Probability sampling methods are those in which every item in the universe

has a known chance or probability of being chosen for the sample. A sampling distribution is the

probability distribution of specified sample static for all random samples of a given size from a

specified universe. Probability sample are distinguished to bring non-zero chance in the sample.

Non-probability sampling methods are those, which do not provide every item in the universe

with a known chance of being included in the sample probability sampling as a method, provide

a way to measure the sampling error, which the non-probability sample does not measure. The

probability sample lays much emphasis on procedure. And the non-probability sample places

reliance on the person handling the sample-unit.

(I) Non- Probability Method

Non-probability samples involve personal judgment somewhere in the selection of sample-units.

Sometimes, even field-workers can influence the selection of sample elements. Non-probability

selection can be either Opportunistic or purposive. Opportunistic choice is done at sheer

convenience. There is no specific method of choosing the samples as the population units are

deliberately designated. These samples may be convenience sample, judgment samples and quota

samples.

(a) Convenience sampling:

In convenience sample selection, the research chooses the sampling units On the basis of

convenience or accessibility. It is also called accidental samples. Because the sample-units enter

by accident. This is also known as a sample of the Man in the street, ie. Selection of units is

selected because they are accessible. For example, in testing a potential new product, the sample

work is done by adding the new product to the appropriate shops in the locality. Purchasing and




selling of the product is observed there.

The convenience sample should not be representative of the target population, but are selected on

being conveniently approachable; this sample is used for special situation in marketing research.

There is no exact way of determining the representative of the chosen sample. The convenient

unit's Characteristics differ significantly from the less "convenient units" characteristics. A

convenience sample is not used for descriptive or causal research studies. This is used for

exploratory designs where quick and inexpensive methods are required, It may also be useful

where pretest of the questionnaire may be required to help ensure question comprehension, and

detect errors that may arise in the research design.

(b) Judgment sampling:

Judgement sample is deliberately undertaken for the purposes of Research. This is also

known as purposive sampling, the sample elements are selected because it is felt that they are

representative of the population of Interest. Thus, the key feature of judgement sampling is those

population Elements are purposively selected, the tern "judgement" has been used to label. Two

quite different sorts of deliberate choices, one is known as sampling by Opinion. The researcher

should known which member of the universe would constitute a proper cross section representing

the parameters of pertinence.

The judgment sampling is used for the study of sales personnel for a Company in which

certain analysis of top grade, medium-grade and low-grade is Conducted. The judgment sample

would be representative selection may use statistical judgement in which the population units

specific to the purpose of the study. The choice units is deliberate or purposive and not random or

per chance conforming to the specifications.

The judgement sampling is not fixed. It may be changed as per need. If a member of a

panel drops out, the researcher may take another person of similar attitudes. Here the

characteristics of the members of the sample are specifically mentioned.

(c) Quota control sampling:




In the commonly used method of quota control sampling, known parameters are used to

describe the population. The field workers select a sample that conforms to these parameters.

Each field worker is assigned quotas of the number of units. It is representative by selecting

sample elements in such a way, that the proportion of the sample elements possessing certain

characteristics is approximately the same as the population characteristics.

(ii)Probability method

Probability sampling calculates the likelihood of any population, element to be included in a

sample. The sample elements are selected by chance or randomizing devices. The primary reason

for considering probability sample is that the sample assessments of the reliability of the sample

result, which is not possible with non-probability samples. The probability sampling may be

simple random sampling, stratified sampling and cluster sampling.

(a) Simple Random Sampling

Probability sample is the only sampling technique available, which will provide an objective

measure of the reliability of the sample estimate. The sample possible probability sampling

method is called simple random sampling. In simple random sampling, every possible sample

unit has a known as equal chance of being selected. This approach may be used in marketing

studies when the entire population is listed and the sample units might choose readily by some

randomized sampling. Simple random sampling is the easiest probability sampling method tounderstand more complicated ideas involved.

(b) Stratified Sampling

A stratified sampling is the probability sampling wherein the parent population is divided into

mutually exclusive and exhaustive subsets, and a simple random sampling is then chosen

independently from each subset or subset or stratum. The division of strata is mutually exclusive

and exhaustive.

Every population element is assigned to one and only one stratum. The stratified sample is like

the selection of a sample random sample. Stratification in marketing research is used for greater

reliability. A very small proportion of the universes contribute heavily to the estimate. Unless a

very large and simple random sample was used, there will be an expectation that the extreme




member of the universe will be represented. Thus, a relatively small sample taken from each

stratum would provide a good estimate of the mean of the stratum. If the proportion of the

universe included within each stratum was unknown, the estimated means of these could be

weighted together to provide an estimate of the mean of the total population.

Quota sampling

The quota sample refers to the selection of sampling units as per quota or judgement. It is based

purely on the judgment or personal discretion of the researcher to fix a quota of sample units

from each group. Therefore, it has no objective assessment of the degree of sampling error,

confidence interval estimates and statistical tests of significance. On the contrary, the stratified

sampling units are selected on probability and statistical verification' or subgroup.

(c) Cluster sampling

We have been in the previous section that the sample random sampling and stratified random

sampling involve enormous cost when dealing with a large number of sample units. Therefore,

the researcher may use cluster sampling rather than simple and stratified sampling. The cluster

sampling, i.e., the smaller first samples from the population is being used for detail and chapter

study. The cluster may be a city, households, or geographical location. The sampling of clusters

from the population is done by simple or stratified random sampling. From these clustered

samples, the constituent units are sampled by random procedures. For example, the parent

population is divided into mutually exclusive and exhaustive subsets known as clusters. A

random sample of the cluster is selected. If the researcher uses population elements in the cluster

of the sample, it is known as one-stage cluster sampling. But if a sample of elements is selected

in a probabilistically manner from the selected clusters, the procedure is known as two-stage

cluster sampling.

(d) Systematic sampling

Systematic sampling is a very important from of cluster sampling. It offers one of the easiest




ways of sampling. For example, every item of the population is selected to form sampling units.

In this case, the items of population are chronologically arranged. The nth item is randomly

selected for the first, and the next item will be selected after n number. Systematic sampling is

one- stage cluster sampling as the subgroups are not sampling but all the elements in the selected

clusters are used.

(e) Area sampling

The researcher may develop a design, which may involve sampling of groups of elements or

clusters followed by the election of elements within each selected cluster. The clusters are made

up of individual units, which constitute mutually exclusive and exhaustive categories, or subsets,

which are randomly selected by the researcher. If the phenomena sampled have fixed and known

locations, identifiable geographic areas may group them and the sample drawn is known as areasampling. The number of units to be taken from each area can be specified and made

proportional to the share of the total population located in each area. If all the areas are included

in the sampling, this will be true probable sample.




DATA COLLECTION METHOD

Communications have been important media for obtaining information from

respondents. They may seek data that have already been recorded or may crate new information

from the answer of the respondents. The questionnaires are used when communication by mail isrequired. Unstructured questionnaire are used with interview proceeding in motivation research,

group interviews and other thought provoking researchers panel may also be appointed to

collected information.

Choice of survey method:

As they're four methods by which data can be collected in a survey, it may be

worthwhile to know their relative strength and weakness. This methods question is personal

survey, mail survey, telephone survey and computer survey. However, as computer in

interviewing respondents are not commonly used as yet in India.

A method may be good or excellent in case of a few criteria, but in respect of other

criteria its rating may be greater care in choosing the method on the basis of a couple of criteria

or considerations which we think are important in the survey. For example when a large quantity

of information needs to be collected through a survey, both telephone and mail survey method

will be in appropriate; the choice should be obviously be in favor of personal survey. In contrast,

if a short survey is conducted in a limited time, telephone survey should have the preference;

there is of course, an inherent limitation of telephone survey in India.




QUESTIONNAIRE:

The communication method, in effect is the method of the designing questionnaires, with a

view to collect the requisite information. The questionnaire is classified into four main types.

1. Structured non-disguised

2. Structured disguised

3. Non structure non disguised

4. Non structure disguised

It may be mentioned here that some author prefer to call the non disguised as direct and the

disguised as indirect questionnaires.

A structured questionnaire is a formal list of questions framed so as to get the facts. The

interviewer asks the questions strictly in accordance with pre arranged order. If the marketing

researcher appoints some interviewer to collect information on his behalf, the interviewer is expected

to adhere, to the same order in asking questions as contained in the questionnaire.

A structured non-disguised questionnaire is one where the listing of questions is in a pre-

arranged object of inquiry revealed to the respondent.

In a structured disguised questionnaire, the researcher does not disclose the objective of the

survey. He feels that if the respondents come to know the object of the survey. He may not give the

necessary information and, as such its purpose may be detected.

A non-structured questionnaire is one in which the questionnaires are not structured and the

order in which they are to be asked from the respondent is left entirely to the researcher. He asks the

questions in the manner in which he deems fit in a particular situation. In fact he may have certain

main points on which he may develop the questions at the time of actual interview. As it will beseem a non-structured questionnaire is devoid of rigidity and allows considerable freedom to the

researcher in choosing the order as well as the specific content of questions. Normally unstructured

questionnaires are used in exploratory research when some respondents are contacted. It is only

subsequently, on the basis of answers, answers received that is a well-structured questionnaire is

developed. This is because; the interviewer has a better understanding of the problem on hand, only




after the exploratory research. Questionnaire of this type can be split into two subtypes where the

purpose of the inquiry is disclosed to the respondent, the questionnaires are known as Non-structure

and disguised while in other causes the questionnaire are classified as non structured and disguised

questionnaires.




2.4b.TYPE OF DATA

Primary Data

Primary data are data gathered for a specific purpose or for a specific research project.

In this study, it was collected through Survey research method. A Cluster (Area)

sampling was carried out in the case of retailers. The target market was divided and area was

selected on the basis of population density and location importance, all the target population or

samples were interviewed with help of questionnaire and face-to-face in-depth interview.

Secondary Data

These are data that were collected for another purpose and already exist somewhere.

Research was started by examining secondary data, which gave a proper insight into the

problem, school shoe. Market and industry, before collecting primary data. This actually provided a

starting point for research.

Internet or more particularly, the World Wide Web (www) was the primary source for

secondary data. All the relevant information's were downloaded and scanned properly, before

collecting primary data. The information was also collected from old journals and magazines.

Academic textbooks provided theoretical aspects of the research and old projects also provided more

insight into the problem study.

..

2.4 c SAMPLING PLAN

Sampling unit

The sampling units were selected on the basis of actual problem and the Objective of the

study. Therefore the apt units were found to be power savers retailers, who Stock Philips power

savers as well as other brands of power savers.




2.4e. METHODOLOGY FOR DATA COLLECTION

The technique used for data collection for both retailers as well as customers was

personal interview with a structured undisguised questionnaire. As this method involve direct

between the researcher and respondents, degree of non response is lower compared to other methods.

Although the researcher adopted this technique to give the respondents enough freedom of

expressions. These help him to collect information outside the questionnaire. The questionnaire

consists of close ended, open-ended and value rating questionnaire. Two separate questionnaires for

retailers were prepared, which are given in the appendices.




2.5 LIMITATIONS AND ASSUMPTIONS

Limitations

During the survey the researcher met with certain obstructions, which became a

barrier for the researchers smooth and easy study, they are as follows:

! While asking the sales of different brands per day, retailers hesitated to give

details of it. Instead gave an approximate detail, which has brought error in thestudy.

! Most of the retailers stressed only on higher retail margin than giving other

details.

! The time was an important factor through out the study. At most retail shops,

when approached for survey, respondents were busy with handling customers and

hesitated to give details in front of them.

! Since similar study was not been done before in the shoe market in Hyderabad

city, it created difficulty in collecting secondary data.

! Major problem arise while tabulating the findings of direct interviews. Since some

of the questions in the interview had to be changed from retailers to retailer

according to situation and based on relevance of question for the study.

! By inquiring about details of customer purchase (whether clubbed with some

other purchase or impulse purchase). The question may have steered respondent

to some other idea of club purchasing and gave irrelevant response to the

question, which didn't provide valid inference in the study and the question was

eliminated later.

! The study was conducted only in Hyderabad City and hence cautions had to be

exercised while generalizing the result of entire A.P market.




2.6 OPERATING DEFINITIONS AND CONCEPTS

Clustering

A statistical method of forming natural groupings in which a number of important

characteristics of a large diverse group are identified in order to define target markets. For

a library such a cluster might include higher education levels, and income. (Wood and

Koontz)

Descriptive research

A research design in which the major emphasis is on determining the frequency

with which something occurs.

Marketing research

The systematic gathering recording and analyzing of data about problems relating

to the marketing of goods and services.

Penetrated market

Actual set of users actually consuming the product/service. (Kotler).

Perception

Perception is the cognitive impression that is formed of "reality" which in turn

influences the individual's actions and behavior toward that object.

Sample

A subset or some part of a population.

Swot analysis

An examination of the internal factors of a library to identify strengths and

weaknesses, and the external environment to identify opportunities and threats.




COMPANY PROFILE

Philips in India is part of Royal Philips Electronics. As one of the nation's most well-

known and well-loved brands, Philips is a part of practically every Indian's life. Philips

products find a use in virtually every aspect of daily life - at home, at work and on the

move. Today, Philips stands as a source of reliable and innovative products that enhance

the quality of consumers' professional and personal lives.

Philips India was recognized by Business world Magazine as The Most Respected

Company in India in the Consumer Durables Sector for 2002. This award was based on a

peer perception survey among 584 senior managers of the corporate world conducted by

Business world Magazine and the India Market Research Bureau.

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is one of the

world’s biggest electronics companies and Europe’s largest, with sales of EUR 29 billion

in 2005. It is a global leader in color television sets, lighting, electric shavers, medical

diagnostic imaging and patient monitoring, and one-chip TV products. Its 165,300

employees in more than 60 countries are active in the areas of lighting, consumer

electronics, domestic appliances, semiconductors, and medical systems.

Philips India is committed to the community in which it lives, works and serves. We

firmly believe in making a lasting, positive contribution to the people around us. Villages

in rural India desperately need preventive health, education and knowledge-based care.

To meet these needs, Philips is stepping out as part of its Corporate Social Responsibility,

to bring healthcare to those in rural India who need it most.

The foundations for what has become one of the world's biggest electronics companies

were laid in 1891 when Gerard Philips established the company in Eindhoven, the

Netherlands to manufacture incandescent lamps and other electrical products. Today,

Royal Philips Electronics is ninth on Fortune's list of global top 30 electronics

corporations with sales of EUR 32.3 billion in 2005.




In 1983, Philips launches the Compact Disc and revolutionizes the way the world listens

to music.

In 1985, Philips inaugurates its consumer electronics factory at Salt Lake, Kolkata.

In 1993 sees Philips launching its domestic appliance business in India and in 1995

Philips introduces compact fluorescent lamps into the country.

In 1996, the Philips Software Centre is established in Bangalore.

In 1998, Philips launches Flat Televisions and CD-recorders - both firsts in India.

Philips brought the incandescent lamp to India over 70 years ago and is today the most

widely used in homes, whether in the remote reaches of India or penthouses in South

Mumbai. Philips Lighting is today the preferred name in hotels, offices, city streets,

automobiles and anywhere and everywhere light enhances the quality of the ambience.

State of the art technology greatly enhances the quality of light and the energy efficiency

of the usage.

To the consumers' kitchen and home Philips brings convenience and high styling. For the

kitchens a range of food processors : blenders, juicers and grinders, specially designed for

Indian culinary preferences, a range of bread toasters and sandwich makers. For the body

beautiful, hair styling and depilation products for the woman and shavers for men. Philips

is revolutionizing garment care at home with over a million steam irons in perhaps as

many homes. All in high style, color and lending glamour and fashion to her home.

All these lifestyle and healthcare consumer offerings get better and better with

digitalization and the intelligence that is embedded. Philips technology platforms are

unsurpassed in these. Whether components or semiconductors, Philips is the leader in




inventing, innovating and creating the technologies that underpin the products that people

experience every day.

Philips is today the leading lifestyle and healthcare company in India. It has fashioned

itself to continue to be the leader in an India where people are increasingly becoming part

of three revolutions: the convergence revolution, the digital revolution and the internet

revolution. Philips is far more focused, leaner, even more consumer centered, more agile

– all of which is reflected in its performance and in the excitement within the company.

Electricity Power Savers

Electric power is an essential and almost indispensable part of our modern life and

precisely for same reason, it must be used judiciously. Superfluous electricity

consumption not only leads to money wastage but also shortens the lifespan of the

electric appliances.

In order to overcome this problem, have a stable work electric voltage and prolong the

lifespan of electric appliances, we manufacture hi tech electricity saving box, electricity

saving devices. It is an intelligent and powerful digital electricity saving device.

Manufactured using the latest German technology and authorized by China quality

inspection association, the device is highly efficient

These devices offer accurate and stable work electric voltage for loading, reduce

maintenance cost, promote the quality of the power supply and thus lead to significant

cost savings.

A look at the technical parameters of these electricity energy savers:

Model : FL-001

Rated voltage: 90V-250V

Rated frequency: 50HZ-60HZ

Useful load: 15000W




Testing Number: WT056000165

Advantages:

Saves electricity from 20% - 30%

Stabilizes the voltage by balancing the current source

Stands current waveform

Protects and prolongs the life of the electric appliances

Suitable for:

Houses, apartments, shop lots, restaurants, offices, small factories, etc...




PRODUCT PROFILE

COMPACT FLUORESCENT INTEGRATED

C TEGORY: Essential

(1)GENIE

Description

! Essential Genie lamps are the smallest high performance energy savers available

on the market.

! Due to the compact size (smaller than an incandescent bulb!), Genie fits any lamp

shade in your home.

! Genie lamps are available in cozy Warm White or Cool Daylight, to adjust the

light to the mood you desire in your home.! The Essential Genie range features 5W, 8W and 11W versions, to convert 15W,

40W and 60W incandescent bulbs anywhere in your house.

! The lamps operate under a wide voltage range (170-250V), to give you light even

in fluctuating Power supply




(2)HELIX

Description

! The Helix range is a twist-shape compact fluorescent lamp, with optimal light

distribution. It is available in 11W, 15W, 20W and 23W

! (25W), with lumen equivalence of 60W, 75W, 100W and 125W incandescent

light bulb.

! It is also available in two color temperatures: warm white (2700K) and cool

daylight (7500K).

! It is available in both 220-240V and 120-127V and able to operate under a wide

voltage range (Power supply fluctuation).

! It consumes up to 80% less energy than the incandescent light bulb and lasts for 3

years.




(3)ESSENTIAL

Description

! The Essential range is a standard stick-shape compact fluorescent lamp, with the

lowest purchase price.

! It is available in 8W, 14W, 18W and 23W, with lumen equivalence of 40W, 75W,

100W and 125W incandescent light bulb.

! It is also available in two color temperatures: warm white (2700K) and cool

daylight (7500K).

! It is available in both 220-240V and 120-127V and able to operate under a wide

voltage range (Power supply fluctuation).

! It consumes up to 80% less energy than the incandescent light bulb and lasts for 3

years.




C TEGORY: ecotone

MASTER ECOTONE HIGH LUMEN

Description

! The lamp consists of 8 parallel narrow fluorescent tubes bridged together with a

unique construction .

! Lamps is equipped with an integrated ballast.

! The ECOTONE HIGH LUMEN range is available in 45/65/85W versions,the

equivalents of ML160 & 250W or HPL 80 & 125W.

! These lamps start instantly (under 0.1 seconds) and save energy compared with

the ML/HPL solutions.

! The ECOTONE HIGH LUMEN lamps have a long life of 10,000 hours

! Three colour temperatures are available: Warm White (2700K),Cool White

(4000K) and Cool Daylight (6500K) with good color rendering

! In all applications bright and stable light is guaranteed whatever the ambient

temperature thanks to Philips amalgam technology.


in fluctuating Power supply.

! High Power Factor, fully compliant to IEC/EMC standards

! Not suitable for the enclosed fixtures, dimmers, or electronic switches or remote

controls.




MASTER PLE-U

Description

! Lightweight and improved, the PL Electronic U range is available in 11W, 15W,

20W and 23W versions, the equivalents of 60W, 75W, 100W and 125W

incandescent light bulbs.

! These lamps start instantly (under 0.1 seconds) and save up 80% energy

compared to the incandescent light bulbs they replace.

! The PL Electronic U lamps have a new improved long life of 10,000 hours, which

equals 6 years at 4.5 hours/day!

! Two colour temperatures are available: cozy Warm White (2700K) and Cool

Daylight (6500K).

! In all applications bright and stable light is guaranteed whatever the ambient

temperature thanks to Philips amalgam technology.


in fluctuating Power supply




COMPACT FLUORESCENT NON INTEGRATED

C TEGORY: ECOTONE CFL-NI

MASTER PL-C

Description

! Energy-saving compact fluorescent lamps

! Compact long-arc low-pressure mercury discharge lamp

! Envelope consists of 4 parallel narrow fluorescent tubes

! For use on conventional copper iron ballasts

! 2-pin base with a housing incorporating the special instant starter and capacitor

! Lamp characteristics are influenced by operating conditions and control gear used

! Radio interference suppression capacitor is installed

! Dimming is not possible




MASTER PL-L

Description

! Energy-saving compact fluorescent lamps

! Compact long-arc low-pressure mercury discharge lamp

! Envelope consists of 2 parallel fluorescent tubes

! 4-pin base without starter and capacitor

! separate radio-suppression capacitor required

! Lamp characteristics are influenced by operating conditions and control gear used

! Lamp performance is governed by temperature of the coolest spot

! Universal application in conventional high-voltage switch-start circuits, low

voltage sequence-start circuits and advanced electronic circuits

! Dimming is possible




CHAPTER IV

MAIN DATA ANALYSIS




MARKET PENETRATION

In the top Brands, Philips has achieved 66% of market penetration in school shoe

market. Where as Havell’s stands second in the market in the top brands, with 25.5%.

And followed by various other Brands like Orpat, Bajaj, CG (Crompton Greaves) with

22.5%, 22.5% and 9.5% respectively.

Brands Market penetration(Top Brands)

Philips 136

Havell's 51

Orpat 45

Bajaj 45

CG 19

In the local Brands, Surya have achieved 65% of market penetration, followed

by Samay, Luci, Oochang with 43.5%, 38%, 28% penetration in power saver market.

Local Brands Market penetration(Local Brands)

Surya 130

Samay 87

Luci 76

Oochang 46

Inference: Philips has maximum penetration with (66%), followed by Surya with 65%.

Havell’s being a new product has a penetration of 25.5% which is quite impressive.




Market penetration(Top Brands)

0

20

40

60

80

100

120

140

160

Philips Havell's Orpat Bajaj CG

Brands

s e r Market penetration(Top

Brands)

Market penetration(Local Brands)

0

20

40

60

80

100

120

140

Surya Samay Luci Oochang

Brands

s e r Market penetration(Local

Brands)




SALES OF VARIOUS BRANDS OF POWER SAVERS

Brand Sales/day %

Philips 12 7

Havell's 20 12

Orpat 18 10.5

CG 15 8

Surya 22 13

Samay 8 4.5

Bajaj 5 3

Luci 40 24

Oochang 30 18

Sales/day

7%

12%

11%

9%

13%5%

3%

23%

17% PhilipsHavell's

Orpat

CG

Surya

Samay

Bajaj

Luci

Oochang

Inference: it clearly shows that Luci stands first in the order of sales with 40 Bulbs per

day. Followed by Oochang, Surya, Havell’s etc. And Philips with sales of 12 Bulbs per

day.




SPEED

Speed- The turn around time taken from the time the retailer places the order.

Brands Speed

Philips 7.3

CG 7.1

Havell's 6.7

Orpat 6.7

Surya 6.3

Bajaj 5.2

Samay 4.9

7.3 7.16.7 6.7

6.3

5.2 4.9

0

1

2

3

45

6

7

8

Philips Havell's Surya Samay

Brands

Speed

Speed

Inference: It was found that Philips supply was stronger than all the other brands; they

delivered as and when there was an order.




QUALITY

Perceived quality of power savers of various brands are as follows:

Brand

Quality

(weight average)

Philips 8.4

Havell's 7

Orpat 6.8

CG 6

Surya 6.2

Bajaj 5.1

Samay 4.7

Quality

0

1

2

3

4

5

6

7

89

Philips Havell's Orpat CG Surya Bajaj Samay

Brands

Quality(weight average)

Inference: Philips quality is found to be superior to other brands.




PRICE

According to retailers rating the following are the points (1-10 scale) obtained for various

brands on the bases of price.

BRAND PRICE(1-10 SCALE)

Philips 6.7

Havell's 6.1

Orpat 6.2

CG 5

Surya 5.7

Samay 4.8

Bajaj 4.4

Luci 4.2

PRICE

6.76.1 6.2

55.7

4.84.4 4.2

0

1

2

3

4

5

6

7

8

Philips Havell's Orpat CG Surya Samay Bajaj Luc i

Brands

Inference: retailers perceived, the price of Philips is higher than all the other brands

available in the market.




SERVICE & SCHEMES

Brand Price(1-10 Scale)

Philips 4.8

Havell's 4.8

CG 6.5

Orpat 8.5

Surya 8.5

Bajaj 4.3

Luci 4.3

Service & schemes

4.8 4.8

6.5

8.5 8.5

4.3 4.3

0

1

23

4

5

6

7

8

9

Philips Havell's CG Orpat Surya Bajaj Luci

Inference: The top brands are lagging behind in giving service. Brands like Orpat and

Surya score high in the service schemes over the top brands.




CONSUMER PREFERENCE

Brand PREFERENCE(Weighted average)

Philips 6.6

Havell's 5.7

CG 5.4

Orpat 4.9

Surya 5.5

Bajaj 4.6

Luci 4.6

consumer preference

6.6

5.7 5.44.9

5.5

4.6 4.6

0

1

2

3

4

5

6

7

P h i l i p

s

H a v e l l ' s C G

O r p a

t

S u r y a

B a j a j L u

c i

Brands

PREFERENCE(Weighte

d average)

Inference: Even tough Philips is a new product there is a high amount of preference

among the customers, followed by Havell’s, Surya, CG and other Brands.




RETAILERS INFLUENCE ON CUSTOMER

82 out of 100 (82%) responded Yes.

18 out of 100 (18%) responded No.

Yes % No %

172 86% 28 14

Yes

86%

No

14%

Inference: 82 % of retailers influence the customers for selecting power savers.




PREFERRED FEATURES BY CUSTOMERS

The most preferred features wanted by a customer in any footwear brand. (In retailer’s

perception)

Preferred Features Total Response Percentage

Price 72 28

Brand 65 26

Discount price 42 17

Dealer

Recommendation

32 13

Special Feature 24 9.5

Packaging 15 6.5

Preferred features by customers

28%

26%17%

13%

10%6%

Price Brand Discount price

Dealer Recommendation Special Feature packaging

Inference: 28% of the retailers said that price is the key factor, which the customers look

while selecting power savers. Brands and retailers recommendations are the next

attributes looked in before the purchase.




BRAND PREFERENCE BY CUSTOMERS

The response was:

68 out of 100 (68%) responded Yes

32 out of 100 (32%) responded No

Yes % No %

68 68 32 32

Inference: 68% of the customer’s preferred to buy branded power savers and only 32%

preferred local brands.

Do influence

68%

Does notInfluence

32%




BARGAINING

Response: 81 out of 100 (81%) responded Yes

19 out of 100 (19%) responded No

Yes % No %

81 81 19 19

Inference : when asked whether the customers bargained the retailers replied in positive.

About 81% retailers said that the customers bargained and only 19% said the customers

don’t bargain.

Do Bargain

81%

Does not

Bargain

19%




WILLINGNESS TO PAY EXTRA (FOR SUPERIOR QUALITY)

Response: 51 out of 100(51%) said Yes

49 out of 100(49%) said No

Yes % No %

51 51 49 49

51%

49%Yes

No

Inference: the willingness to pay extra price if the quality is high was mare among the

customers. 51 % said they would pay extra if the quality was superior and only 49% said

no.




ADVERTISEMENT’S AT POP’S: ( ONLY PHILIPS)

Out of 100 samples:

Posters 81

Danglers 65

Banners 35

0

10

20

30

40

50

60

70

80

90

Posters Danglers Banners

Inference: posters were displayed in all the stores, constituted a major form of point of

purchase display for Philips power savers, followed by danglers and banners.




TIME TAKEN BY THE CUSTOMER FOR

PURCHASE DECISION (WITH REFERENCE TO POWER SAVERS

Time Total In percentage0-5 35 35

6-10 33.5 33.5

11-15 21 21

16-20 4.5 4.5

21-30 6 6

Time taken by customers for purchase

34%

34%

21%

5% 6%

0-5 minutes 6-10 minutes 11-15 minutes

16-20 minutes 21-30 minutes

Inference: 35% of customers make their mind set before reaching the retailer. 33.5%

also set their mind but get confused at retail shop, 21% of customers they take decision

after reaching the shop and rest are not aware about the brands available and takedecision with care; their purchase depends on retailers influence.




DEALERS MARGIN

Brands Dealers Margin

Philips 4.4

Havell’s 4.3

Orpat 5.3

CG 4.0

Surya 5.3

Bajaj 4.5

Luci 4.6

Dealers margin

4.4 4.35.3

45.3

4.5 4.6

0

1

2

3

4

5

6

Philips Havell's Orpat CG Surya Bajaj Luci

Brands

Inference: Orpat and Surya offer higher margins to retailers.




COMFORTABLE PRICE

Price range Observation

20-40 4041-60 22

61-80 16

81-100 14

101 and above 8

Comfortable price

40%

22%

16%

14%

8%

20-40 41-60 61-80 81-100 101 and above

Inference: The observation gives that 40% of customer prefer a price range between

Rs.20-40, 22% said between 41-60.




EFFECTIVE ADVERTISEMENT CHANNEL

Mode of

Advertisement

Very effective Effective Not effective

Press media 46 25 26

TV 79 16 5

Hoardings 42 34 24

Wall painting 53 30 17

Posters 75 15 19

Danglers 63 28 7

Radio 26 45 26

Effective Advertisement channel

0204060

80100120140160180

P r e s s m

e d i a T V

H o a r d i n g

s

W a l l

p a i n t i n g

P o s t e

r s

D a n g l e r

s R a

d i o

Very Effective

Effective

Not Effective

Inference: 79/100 (79%) responded that television is effective mode of advertisement.




CHAPTER V

SUMMARY FINDINGS AND

SUGGESTIONS




Findings

! From the study it is clear that Philips power savers has highest market penetration

in Hyderabad city (refer tab :). Followed by Surya, which is just behind the

Havell’s in the market penetration.

! Philips green lightning power saver even tough it is a new product in the market

has established its presence with in the minds of retailers and customers, with its

quality and efficiency.

! Product performance of Philips power savers is superior to all the brands available

in the market except in the case of pricing. Even tough it is considered to have

good quality compared to any other power savers brands available in Hyderabad

city, customers finds its price as too high.

! Retailers do influence the customers’ choice of brand. From table, it is clear that

more than 30.5% of people take more than 10 minutes with retailer for selecting

power savers. Such customer may not have set their brands for purchase and

thereby retailer can influence their purchase. But retailers do look for higher

margin for recommending a brand to customer.

! But higher margins have not affected or increased sales of brands compared toother brands, which gives higher margin to the retailers.

! According to retailers it is clear that Philips has got the higher customer

preference in the market than other brands.

! In some of the areas visited the customers preferred certain brands of power

savers.

! Customers bargaining seemed to be high in all or most of the small and medium

sized shops.

! In some places the dealers influenced the customers to buy a certain brand of

power savers, and pushed certain brands which gave them more margins.

! Advertisements are a sure way of attracting customers especially power savers.

! Television advertisements, according to the dealers are the sure source of

attracting customers.




! The time taken to buy power savers also varied according to customers, in most of

the cases it takes less than five minutes for a customer.

! The sales people played a major role, as they have more interactions with the

customers they formed a key factor in pushing a company’s product.

! Price played a very important role and many of the customers hesitated to pay

high price for power savers.

! Most of the customers are willing to pay in the range of Rs.20-40 for a power

saver.

! Though brands like Orpat and Surya scored high in service and schemes the same

is not reflected in their sales and consumer preferences.

! The most common complaints found in power savers are- less lifetime, dim

lightning, and technical faults.

! The following are the findings, got from the face to face interview with the

retailer with out a structured questionnaire.

Retailers, when asked about source from which they came to know about the

Philips power saver

55% of the retailers responded that they came to know about the product

through the launch campaign conducted by the company.

23% came to know through distributors.

15% from customer demand.

7% from other retailers and friends.

! A proper launch campaign or hype was not organized, before the product launch.

This created a downtrend in marketing the product. But even then, the product

made its presence in the market, because of the goodwill the company enjoys with

customer.

! Company people visited the showrooms/shops only at the time of merchandising

and all the companies were addressed through the distributor.




SWOT ANALYSIS OF PHILIPS POWER SAVERS

Strength

Philips being a number one brand in lightning market, the customer as well as

the retailers bare full faith in the newly launched Philips power savers. And Philips

should try to cash in to its” mother brand” and to try to make an impact in the power

saver market. The retailers after having been experienced the handsome returns from

bulbs are expecting the same from the power savers as well. Another major strength is the

quality of the power savers. Retailers have no doubt over Philips power savers quality

and agree that it is much better than the top brands available. And advanced technology

adds to its strengths.

Weakness

Apart from the above mentioned strengths, like any other brand/product Philips

has also some weakness. The major one being the pricing strategy. Retailer feels that

Philips power savers are being priced high & the customer hesitate to buy after seeing the

price. However the company may have priced the power savers high because if the power

savers were priced below the top brands then customers would give a second thought

before purchasing because “low price means low quality”.

Another weakness noticed is that there wasn’t enough preparation/hype created

before the launch of the power savers. And this has resulted in, partial awareness or no

awareness in certain sections of the customers.

Opportunities

If Philips continues with the same price it could be major player in the high-

end market; wherein the customer are willing to pay more. And it could give the top

brands a tough competition. But the Philips being a known company, which offers quality

product at affordable price, can be a major player in the low-end markets, with price that

will match the customer of the market.




Threats

The major threats are from the established brands and from the local players.

SUGGESTIONS

! Go for exclusive showrooms.

! Company should go in for high trade margins.

! Price of Philips power saver was comparatively high than other brands,

maintaining the same superior quality and a slash in price i.e.25 to 30% less than

Havell’s will help Philips to sell more.

! Increase of warranty can help to increase customer satisfaction.

! Sales people should be encouraged more by giving them free T-shirts, caps, and

any other form of incentives.

! The company and the retailers should sit on the same side of the table serving the

customers on the opposite side; necessary step should be taken towards this.




CONCLUSION




CONCLUSION

Even tough Philips is relatively new player in the power saver market; it has proved its

presence in the market amidst top brands. And with more advertisements and stronger

distribution network it can be a major player in the power saver market in the future.

To survive in this competitive market the company should not compromise on quality

and better retailers and customer service.




BIBLIOGRAPHY AND REFERENCES

Magazines

“The detail in retail”, Praxis.

Aneja rajendra, “coming age of retailing”, Brand Equity.

Textbooks

MARKETING MANAGEMENT- PHILIP KOTLER

THE RETAIL MARKETING MANAGEMENT- PHILIP KOTLER

MARKETING RESERCH- G.C.BERI

MARKETING CHANNELS- LOUIS W.STERN

BUSINESS RESEARCH METHODS- SCHINDLER

Internet

www.philips.com

www.google.com

www.marketteachers.com

www.rediff.com

http://www.rediff.com/

http://www.marketteachers.com/

http://www.google.com/

http://www.philips.com/




6. What are the Dealer margins you get from a particular company/brand?

Company/brand Wholesale price MRP

7. Rate your Opinion on the Brands in the given parameter in a 1-10 scale?

Parameter/brands Philips

Speed

Quality

Price

performance

Dealer margin

Service schemes

Consumer

preference

8. What are the most preferred features wanted by a customer in any power saver?

Brand name [ ] Price [ ] Special feature [ ] Packaging [ ]

Dealer recommendation [ ] Discount price [ ] Guarantee [ ]

9. Do you influence the customer’s choice of brands?

Yes [ ] No [ ]



17. Does your customer believe that advertisements work when it comes to power savers?

Yes [ ] No [ ]

18. According to you what kind of advertisements works the best?

19. What are the various schemes offered by various companies to customers and

Dealers?

20. Suggest what the company should do in order to sell their brands.

________________________________________________________________________

________________________________________________________________________

____________________________

________________________________________________________________________

CustomersCompany Dealers

sairamb.pdf

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