Final Report 95

8/3/2019 Final Report 95

http://slidepdf.com/reader/full/final-report-95 1/91

SUMMER INTERNSHIP REPORT

ON

Branding and competitive analysis of portable voice amplifier of

Kores (India) Ltd.

For

Kores (India) Ltd.

In Partial Fulfillment of Award of Master of Business Administration

(M.B.A.)

(Affiliated to U.P. Technical University Lucknow)

Submitted To: - Submitted by:-

Mr. A.S.Chauhan Alok Kumar Singh

Session 2011-2012

Department Of Management

1





Acknowledgement

I would like to express my gratitude to my Industry guide Mr. A.S.Chauhan for his support

and encouragement for the project.

I would also like to thank all my respondents for their support and helping in my project work

Alok Kumar Singh

3



Contents

Declaration

Certificate from Industry Guide

Certificate from Faculty guide

Acknowledgement

S.No. Chapter Name Page No

1 Introduction and objective

2 Literature Review

3 Research Methodology

4 Data Analysis

5 Conclusion

6 Recommendations, suggestions and limitations

References

Appendix

4



CHAPTER 1

INTRODUCTION OF THE COMPANY

&

OBJECTIVE OF THE STUDY

5



INTRODUCTION

Kores (India) Limited was incorporated in 1936 inter-alia with the object to take over the Indian

business operation of W. KORESKA then carried on in Kolkata and Mumbai mainly in the field

of stationery products.

In 1956, the late Mr. Krishnalal Thirani acquired majority share holding and took over the

management of Kores (India) Limited. Since then, it has grown rapidly and diversified into

several fields.

The driving force behind the KORES of today is a dream. The dream of Mr. K.L. Thirani. He

dreamt of India as a country developing innovative technologies and business practices that

would eventually help become a strong economy. In realization of his dream, KORES has

consistently grown by well planned approach of expansion and diversification.

KORES has the seal of excellence and reliability and above all the trust of its customers for the

past more than 75 years. The deep rooted ‘trust’ of customers is earned through the high quality

products and consistent service provided by dedicated employees.

6



Financial

Kores (India) Limited since incorporation has been growing steadily in business while gaining

deep rooted confidence of customers reinforced with trust factor. Year ending March 2010 we

would be closing at a business value of INR 700 Crores. A steady growth is planned to achieve

the long-term business objectives.

Social Responsibilities

Kores (India) Limited has identified ‘Education’ and ‘Health’ as the areas to concentrate on

social cause and have been providing support for running educational institutions and primary

health centers in rural areas.

Walk N Talk Voice Amplifier

Since the last few years Kores been adding more products to its range of Presentation

Accessories which earlier consisted only of Boards, Markers & Dustless Chalk. Products like

7



DLP Projectors, Visualiers, Document Cameras, Projection Screens, etc. have given a new

direction to Kores (Office Products Division) is now a company also into technology driven

products.

When we talk of technology driven products, technology keeps changing at a rapid thus opening

doors for newer and innovative products making life comfortable and easy for the user.

Keeping pace with technology, Kores has now introduced a unique and beautiful product that

fits perfectly into it range of Presentation Accessories –

Kores Walk N Talk Voice Amplifier.

WHAT IS KORES WALK N TALK VOICE AMPLIFIER?

Kores Walk N Talk Voice Amplifier is a personal mini public address system which amplifies

the voice of the speaker and makes him/her audible in any part of the room or in a small crowd.

It enhances the voice of a person 6 times. With Kores Walk N Talk Voice Amplifier, there is no

need of hiring expensive Public Address Systems. Just attach the amplifer to the waist, plug in

the neck-worn microphone to the amplifier, switch the system ON and Kores Walk N Talk

Voice Amplifier is ready for use.

Besides, it is handy and easy to operate. The specifications & features of Kores Walk N Talk

Voice Amplifier are as under: SPECIFICATIONS:

• 8 Watt Speaker (enhances your voice 6 times)

8



• Power Management: 4 x AAA chargeable batteries

• Charging Time: 4 to 8 hours

• Usage Time: Indoor – 10 hours, Outdoor – 6 hours

• Dimensions: 83mm width x 84mm height x 33mm Depth

• Weight : Only 175 grams

FEATURES:

• Portable & can be taken almost anywhere

• Clear Voice Reproduction

• Effective for an audience of 100 to 120 people

• Helps one save your energy and get through your day effortlessly

• Audience can hear and understand the speaker better

• Adjustable strap with quick release buckles (sling across the body or waist) for Women

• Stainless Steel belt clip for easy fastening for Men

• Flexi-arm neck-worn microphone piece for comfortable wearing

Kores aims to target Teacher’s in Schools, Colleges, Educational Institutes, Management

Institutes, Training Institutes, Corporates (for board meetings, presentations) , Hotels, Banks

(for calling token number), Political Parties (for party meetings), Police Force, Airlines (for

making announcements while issuing boarding pass, boarding of aircraft), Courts, etc. for

selling this product. Kores is confident that given the quality of the product, its advantages over

expensive & bulky sound systems and competitive pricing, it will be a big success in time to

9



come. For more details on Kores Walk N Talk Voice Amplifier, please call on 022-

40974460/40974442.

Source: PSS

Project

Branding and competitive analysis

Objectives of the study:

The objective of doing this live project was to know about the branding and competitive

analysis and what should be the strategies adopted to fill the gap areas.

1. To find out areas of improvement in portable voice amplifier of kores’s performance

2. To do a competitive analysis between the performance of kores and other players in the

market

3. To find and analyze the effect of brand over the customers and the level of satisfaction of

kores’s customers and that of the customers of the other players in the market

4. To study the brand awareness and satisfaction level of customers in different attributes of

voice amplifiers.

10



11



CHAPTER 2

REVIEW OF LITERATURE

LITERATURE REVIEW

Secondary Data

12



Kores (India) has many divisions like

Office products

International business

Business and computers

Foundry

Textiles

Pharmaceuticals and chemicals

Real estate

Engineering

International business

Office Stationery

Kores offers an almost entire range of stationery you need in Office Stationery. Name it and you

have it from Kores. Kores prides in being the only stationery company offering the complete

range of Office Stationery Products.

Paper Products

13



• Stencil Paper

• Duplicating Paper

• Pen & Pencil Carbon Papers

Inks

• Duplicating Inks

• Other Inks

Ribbons

Correction Accessories

14

http://displaymessage1%28%22productdetails.aspx/?pid=P248%22,%22680%22,%22500%22)












Tapes & Adhesives

Markers

Highlighters

Staplers & Pins

15



Punches

• Punching Machine KP-80

Digital Electronic Safe

• Secura Cash Box

Note Counters

16









Gifting Solutions

Kores presents a range of fabulous gift packs that make the perfect gift for any occasion. These

gifts are certain to leave an everlasting impression.

Presentation Accessories

Add life to your presentation with the Kores range of Presentation Accessories that includes

DLP Projectors, OHP Projectors, Screens, Boards, Mini Voice Amplifier Systems, Markers, etc.

DLP Projectors

Vivitek DLP projector -

OHP Projectors

• LIBERTY VISION 250

Research based on voice amplfiers

18







Teaching is an occupation with a high incidence of voice problems (Herrington-Hall, Lee,

Stemple, Niemi, McHone, 1988; Rantala, & Vilkman, 1999; Smith, Gray, Dove, Kirchner, &

Heras, 1997; Titze, Lemka, Montequin, 1997). Smith and colleagues found that while teachers

comprise only 2% of the working population, they constitute 16% of hospital voice clinic

populations diagnosed with a voice disorder. Twenty percent of the teacher population analyzed

by Smith reported missing work as a result of a voice problem. Research findings in Europe, led

by Rantala, concluded that “as many as 50% to 80% of teachers experience or have experienced

voice problems” (p.484). Eustace (1996) determined that teachers are the second largest

occupational group reporting chronic laryngeal fatigue.

Participants

Teachers from four school systems participated in this study. Data were collected in 2001 and

2002 from approximately 500 teachers from elementary, middle, and secondary schools. The

current data are based on the results of 230 teachers who reported experiencing voice problems

related to classroom teaching. One hundred ninety seven (86%) were female and thirty three

(14%) were male. The mean number of years teaching was 14 with a range of one to 35 years.

Method

Data were collected via questionnaire to obtain information on 29 areas of voice problems and

associated factors, including: school setting, subject area, voice use, gastroesophageal reflux,

sinus/allergy problems, caffeine intake, hydration, presence, symptoms, type and severity of

19



voice problems experienced, if the problem has affected teaching, and the number of days

missed from work.

Results

More than 47% of the teachers surveyed (230 out of 480) thought that they currently had a

voice problem or had experienced a voice problem in the past year.

School Setting

The 230 teachers reporting voice problems in different school settings:

Kindergarten: 5%, 12/230

Elementary: 35%, 79/230

Middle: 22%, 50/230

Secondary: 27%, 61/230

Two or more: 11%, 25/230

Teaching Situation

The 220 teachers reporting voice problems represented a variety of instructional areas and

situations:

79% were Classroom teachers

13% were Music teachers

4% were PE teachers

4% were Band teachers

20



Vocal Demands

Time speaking: 9.57 hours/day

Teaching: 6.57 hours/day, 5.03 days/week

Outside vocal activities: 6.31 hours/week, 2.74 times/week

Teachers Rated Voice Problems as Mild, Moderate, or Significant

Mild: 63%, 140/230

Moderate: 31%, 68/230

Significant: 7%, 15/230

The Five Most Common Voice Symptoms Reported by Teachers:

Hoarseness: 87%, 201/230

Frequent throat clearing: 41%, 95/230

Effort or strain to speak : 38%, 88/230

Voice ‘gives out’ during the day: 31%, 71/230

Weak, tired voice: 27%, 61/230

Most Common Voice Problems Reported by Teachers:

Quality: 47%, 107/23021



Durability: 41%, 96/230

Loudness: 36%, 83/230

Consistency: 21%, 49/230

Pitch: 18%, 43/230

Water intake

Teachers with voice problems drank 3.81 glasses/day

Teachers without voice problems drank 3.24 glasses/day

Caffeine intake

Teachers with voice problems drank 2.15 caffeinated beverages/day

Teachers without voice problems drank 3.22 caffeinated beverages/da

Voice Problems Affect Teaching

52% of teachers (115/222) feel that problems with their voice have mildly to moderately

affected their ability to teach. 9% of teachers (19/222) feel that problems with their voice have

moderately to greatly affected their ability to teach. 21% of the teachers (48/227) or 10% of the

total number surveyed missed work within the past year due to problems with their voice.

Discussion

The results indicate that 47% of teachers experience or have experienced problems with their

voice, which is greater than the 16% found by Smith. Elementary teachers (40%) were most

22



likely to experience voice problems, followed by Secondary teachers (27%), Middle School

teachers (22%). Teachers were asked to rate the severity of voice problems. 63% rated their

voice problem mild, 31% moderate, and 7% significant. 52% think that voice problems have

mildly to moderately affected their ability to teach and 9% think that problems with their voice

have moderately to greatly affected their ability to teach. 21% of the teachers or 10% of the total

number surveyed missed work within the past year due to problems with their voice. Those

teachers missing work missed an average of 2.4 days per teacher per year due to voice

problems. Clearly, teachers are likely to develop voice problems which can affect their ability to

teach. Teachers who complain of sinus problems, throat problems, have vocal activities outside

the classroom are more likely to develop problems. Further research to identify those teachers

most likely to develop problems is necessary.

If problems develop recent work by Roy, N., Gray,S., Simon, M., Dove, H., Corbin-Lewis, K.,

& Stemple, J.(2001) and Roy, N., Weinrich, B., Gray,S., Tanner, K., Toledo, S., Dove, H.,

Corbin-Lewis, K., & Stemple, J.(2002) has demonstrated effective measures, such as vocal

function exercises or the use of amplification in the classroom, to improve voice production in

the classroom.

(Source : Research and Markets )

Research & Development

The Research & Development has an important role in the success of our division. It is

recognized by the Department of Science & Technology, Government of India. With the

well equipped and updated facilities, it is capable of developing and synthesizing molecules

23



up to kilo levels. It undertakes challenging chemical synthesis based on specific customer

requirements. R&D is equipped with Gradient HPLC, FT-IR, GC with Head Space

Analyzer and other regular analytical instruments. The development of the product

characterization, impurity profiling and all other activities follow the ICH Guidelines.

Processes are transferred to the Production Department through documented procedure for

Technology Transfer.

The facilities in R&D provide scope to the qualified and experienced scientists to work in a free

and competitive environment, resulting in a broad range of products. The most noticeable

achievements are in the fields of Xanthine and Oxazole chemistry. The department has

developed a number of products for European customers with complete Confidentiality and

Exclusivity.

Quality Assurance

Quality has always been our motto and our continuous efforts towards attaining the highest

levels of quality have ensured that our product specifications are of international standard.

We have an established Quality Assurance and Quality Control systems, which encompasses

activities both manufacturing control as well as sampling, analysis and release of relevant

raw materials, intermediates and Active Pharmaceutical Ingredients (APIs).

Keeping in mind the fast changing times, our QC is well equipped with sophisticated

equipments / instruments / systems / qualified personnel.

24



The QA / QC system and Laboratory has been audited by a number of overseas as well as

Indian customers and approved as a vendor

Growth Drivers - Service and Modernization:

The underlying growth drivers for maintenance, modernization and service revenue are quite

distinct to those for new equipment sales. In 2005, more than two thirds of all existing units

were estimated to be more than 20 years old. In the context of changing safety and performance

requirements, demands on this old equipment are becoming more stringent. This need for

modernization is not present to the same extent in the developing economies of Asia since the

installed base is much younger and rapidly growing.

Other trends that drive modernization work in the Western world are hardly present in

developing economies; neither does Asia suffer from a rapidly ageing population nor are

regulations as stringent as they are in the West. Maintenance activity is regulated and enforced

by law in most developed countries, with a certain number of maintenance visits required per

year. This provides for relatively predictable future cash flows.

In the industrialized countries, sales of maintenance and upgrade services are expected to grow

at higher rates than new equipment sales supported by an expanding installed base, safety

requirements and the ageing of current installations.

25



( Source : Business Review 2008 )

CONSUMER PERCEPTION IN VOICE AMPLIFIER

INDUSTRY

With better understanding of customer’s perceptions, companies can determine the actions

required to meet the customer’s needs. They can identify their own strengths and weaknesses,

where they stand in comparison to their competitors, chart out the future progress and

improvement. Customer satisfaction measurement helps to promote an increased focus on

customer’s outcomes and stimulate improvements in the work practices and processes used

within the company. Customer expectations are the customer defined attributes of your product

26



or service. We cannot create satisfaction just by meeting customer’s requirements fully because

these have to be met at any case. However falling short is certain to create satisfaction.

Major attributes of customer satisfaction can be summarized as:

• Product quality

• Product packaging

• Keeping delivery commitments

•Price

• Responsiveness and ability to resolve complaints and reject reports

• Overall communication, accessibility and attitudes

27

Values

Benefits

Features =

Attributes

+ -



We cannot begin to address the customer satisfaction issue we define the parameters and

measures clearly.

The buying process involves the following steps:

28

Problem

recognition

Evaluation

Decision

Post purchaseDissonance

Buy

Dissastisfaction= Brand

Information

search

Satisfaction =Brand



“ The fact that word of mouth sales are a big deal in this industry has also helped. Industry

players and market surveys reveal that 30-40 percent of sales are through the word of mouth”.

Recommendation comes from satisfaction and satisfaction comes from quality

29



It is possible to set up any yardstick for relationship between a buyer and a seller. No two

organizations can have similar set of rules for maintaining relationship. Even if on a particular

occasion a situation prompted a particular behaviour, it is not necessary that a similar behaviour

is necessary on other occasion. The time, place and group of person might be the same but

behave in different way, though circumstances and situations might be identical.

A buyer is also a seller. A seller is also a buyer. Both could also be customers. To make the

point clear let us take the example of a trader who buys goods for resale or a buyer who buys

goods and then sells it after value addition. Therefore, you cannot show same behaviour when

you are in the role of a buyer as then your priorities are different then when you are in the role

of a seller.

Let us for some time consider our own behaviour in our own house with our family members.

30



Are we all at times act in similar manner in a given set of situation? Perhaps not! What are the

factors that motivate our behaviour?

It is my sincere opinion that our senses, mental state of mind and our capacity of physical

endure to react to given situation play an important role in our behaviour as seller, buyer or

customer. At no two given time perhaps we are in alike condition. Our behaviour will therefore,

show different relationship. The relationship is product of our own emotions. We may be having

more or less in similar given condition if we can control our emotions. This is very difficult if

perhaps not impossible.

Looking purely from they viewpoint of a customer the relationship could be short time or long

time. it is primarily dependent on the objective of the customer and the supplier or vendor. A

customer will always wish for a long term relationship with the vendor. The vendor on the other

hand has his own values and objectives. The whole talk about customer satisfaction or customer

delight turn meaningless when all over the place we see customers not satisfied with the service

level provided by the vendors. Whether it is seller’s market or buyer’s market in India generally

the customers is taken for granted and his endurance is tested to breaking limit. We have live

examples of customer taken for a ride all around us. The voter is customer to the governments

elected by him. In return he is entitled for certain basic fulfilments of promises by the elected

member of the government. This is the guarantee clause attached to the democratic system. But

where are we in customer satisfaction. What about a builder who has taken advance from

31



persons who booked the flat then to provide the flats by scheduled date? Or he has provided the

flat then the work is not done as promised.

We talk of customer focused management. Who is the customer we are talking about? It is the

ultimate user of goods and services? It is the internal as also external customers? It is an

intermediate customer. Who so ever it may be, there is a foundation laid to build up or develop

relationship on business objectives. The business objectives are based on the return on the

investment. Speaking as a matter of fact no businessman will extend any facility without

charging the price to remain remunerative on the investment pundits. To explain the point

precisely let us sees some of the motives kept in mind to set objectives for objectives for

customer satisfaction.

1. Personal Gains: one of the parties for It’s hidden of some personal gain develops

relationship by showing friendship, nearness and some advantage. The personal gain is so

intense that the party oriented to be a well wisher of the other. In more then 60% cases innocent

people fall prey to the cunnings of one party and repent later. There are several cases in Indian

industry where for personal gains goals have been finalized both in public and private sectors.

Some have been termed as scan other as scandals. This does nor requires any further

explanation.

32



2. Mutual Gains: the two parties in this situation joint together for mutual gain irrespective of

the act that by their personal gains the organization they serve and the ultimate customer is

going to suffer. This involves a give and take policy. One is giving advantage to the others for

mutual gains at the coast of their organizational interest. Both are cheats form an unholy

alliance. The organisational should see through their gain programmes are on rise in present day

economic scene. Many a time dealership is awarded on consideration of mutual gains. This is

very common in large variety of consumer durable, projects floated for investments in mutual

funds, plantation programme etc. where every day we read in newspapers that customers are left

with hardly any avenue for relief. The principal party and agents just disappear in the air. Very

little legal remedy is available against such unholy alliances. Many eminent personalities have

formed such unholy alliance for mutual gains to attract simple customers.

3. Social gains: Alliance formed for social gains are those where society at large is the

gainer. Nationalization of banks, petroleum companies, coal mining industry are few examples

of alliance formed for social gains. The objective was to ensure proper and planned growth of

core sector and save the customers and public at large from exploitation. The story is however,

different as desired objectives could not be reached due to formation of alliances in government

and within organizations based on impersonal and mutual gains. Nowhere the focus is on

customer. Many of us have experienced rude and unbearable treatment at nationalized banks

while drawing our own money. We are drawing our money not begging. I have seen a senior

citizen at the bank counter virtually begging for hours to get his pension cheque en cashed. It is

an ordeal to get the bank draft made at the banks. However, this are easy if one enters into

unholy alliance for mutual and personal gains.

33



4. Organizational gains: This is the area where we should have maintained main trust for long

term benefit to customers. Customer focused management should be the only objective of every

organization. It is at this place that buyer, seller and customer should form a strategic alliance

without taking advantage of one or the other. If they join hand wend work for all round gain the

result would be great. The theory of organizational gain in many western nations, Japan and

some other south eastern countries has already been recognized. These countries have long back

focused their business on customer satisfaction and customer delight. Unfortunately, in India

even alliance made with the industrial giants and premier brand names of these countries could

not show the same results. The only reason that comes to my mind is that we as Indians do not

have a sincere desire on marginal attitude towards customer focussed business or trade. The

Indian entrepreneurs perhaps still not aware of market volatility and the foreign partners have

studied the Indian business mentality. Unfortunately, the economic planners and their mentor

have not seen the plight of ultimate customer both in the industrial or domestic consumables.

There remains a gap in programmes and implementation. This is again due to the relationship

developed for personal and mutual gains. It is for this reason that Indian economy is not able to

reach to a level where it should be after 51 years of independence and our rich heritage. None of

our programmes and policies are really customer oriented. It is therefore, right time that

management at least in Indian industry try and focus attention on the customers.

5. Onetime gains: There are situations where a relationship is made for one time gain. Both the

parties join together, fulfil the task expected from each and then depart with no obligation what

so ever on either side. All onetime contracts are example of such one time gain. Once the deal is

concluded the relationship is severed. But do we have such one time gain contracts?

34



6. Permanent Gains: Such alliances are made in business world for long time gain to both the

sides i.e., the buyer and seller. This is more or less lifetime alliance and therefore, permanent in

nature. The buyer or customer gets goods or services from a supplier for a life time use. The

seller on the other hand buildup a life time goodwill. This is based on zero defect principle. The

seller ensures that after sales service is provided to the customer for the life time utility of the

product, goods and services. The customer receives maximum return on his investment. A

satisfied customer is perhaps the best and least costly advertiser. A dissatisfied customer is

perhaps the worst enemy moving loose in the cruel world of business. Recommendation of a

delightful customer is having stronger unpack on prospective customers than any amount of

multimedia advertisements. A goodwill build upon satisfied customers will be more potent for

growth in sales than any sales promotion gimmicks adopted by any smart salesman. Several

examples of customer’s delight are available for goods and services. A customer makes

sacrifice and in return he expect that he is relieved of after purchase headaches and botheration.

For the sacrifices made the customer expects sound sleep in the night.

7. Promotional Gains: Such alliances are formed at the time of launching of a new products

and or a company. Glorious future is projected to lure the prospective customers. Alliance is

made between the launcher and brokerage agency or advertising agency. Both the partners to

the alliance are gainers. The customer may or may not be the gainer.

It is therefore, clear that objectively all relationships first of all have vested interest. When we

talk about the customer-focused management we implied to certain predetermined objectives as

narrated above. Organizational culture, the work environment and the perception of seller about

35



customer focus play a very important role in setting up the objective for customer satisfaction.

In the business world the relationship are not platonically constructed. There has to be some

motive! Holy or unholy.

The management pundits in recent past in India have been quoting and advocating for Japanese

style of buyer and seller relationship. It is long lasting and rests on very well established sense

of trust. Above all both parties have real price in such long-term relationship. Customer delight

is therefore possible. Japan can boast about the national culture and all citizens have great

patriotism. This is reflected in their business dealings. It is for this reason the war shattered

country rose to a dominating economic and trading force in about thirty years. Japan can today

proudly say that it has best of alliances world over. Other nationals look forward to enter in to

business collaborations with Japan. India is also one such nation! Over and above personal or

mutual gains a Japanese concern would also see the national and social gains. This is customer-

focused management. Can we in India have same perception and fix up out strategies for

customer satisfaction and elite? Unfortunately in India Japanese collaboration could not get

same amount of success due to attitude and outlook of their Indian Counterpart.

Opening of economy and liberalization in trade in the country brought a sea of change in

customer’s perception of buyer and seller relationship. The customer today is not only very

demanding but also likes to know the relationship between the supplier of goods and services

and its relationship with the manufacturer or principal and its antecedents. It is on this

relationship depends the guarantee and warranty terms to which the customer is entitled. A

customer expects trouble free service during the guarantee period. Thereafter it is expected that

36



a product will last to its full productive life with minimum down time and the vendor will

provide the required support service to ensure that customer is not put to trouble.

What is the scene today?

There has been a wide gap between the preaching and practice. Very few organizations in the

country with certainty can say that their main concern is the customer; By and large even today

customers are taken for granted. The objective today also is same what it was yesterday! Just

pass on the goods. Get the payment and forget the customer. It is indeed surprising to see the

cases pending before the consumer courts. Some of the TV channels have also started

programmes to help customers and provide some assistance in solving customer-related

problems. To narrate some examples of famous brand names and their customer oriented

programmes I first refer to a customer’s letter in a newspaper where after making advance

payment a company could not supply a well advertised cooking range for weeks. It is only after

prolonged correspondence and follow up the money was returned to the prospective customer

without any interest. A friend has some time back purchased a Samsung TV set from an

authorized dealer. The TV set developed some problem and it stopped showing picture. In spite

of regular complaints the TV set is still not rectified as the dealer feel that guarantee period is

over and dealer’s responsibility is over. Beside, the service engineers & over worked attending

long list of complaints. The famous AIWA brand of music system came out with sales

promotional scheme on its music system with supply of fifty CDs free of cost. Many of the

customers are still to get all the CDs. A local dealer of computer came out with a sale

promotional scheme of cash discount if an Ink Jet printer and a scanner is taken as a package. I

become a victim myself when the scanner was collected back by the dealer for repairs after

37



three days of delivery and only after scanning four or five pictures. It is now more than three

weeks that a brand new scanner highly recommended by the dealer is not returned after repairs.

Most-depressing part is that neither the dealer nor the service centre at Delhi could provide

positive reply except that they want me to bear some more time with them These are few

examples of customer oriented, customer focused management by International Brands. What

return is there on the investment made by the customer? The vendor is concerned with getting

his money and goes for all sorts of savings by remaining understaffed and under prepared for

immediately and promptly attending to the complaints.

BRAND PERSONALITY IN VOICE AMPLIFIER INDUSTRY

Brand personality is the way a brand speaks and behaves. It means assigning human personality

traits/characteristics to a brand so as to achieve differentiation. These characteristics signify

brand behaviour through both individuals representing the brand (i.e. it’s employees) as well as

through advertising, packaging, etc. When brand image or brand identity is expressed in terms of

human traits, it is called brand personality. For instance - Allen Solly brand speaks the

personality and makes the individual who wears it stand apart from the crowd. Infosys

represents uniqueness, value and intellectualism.

Brand personality is nothing but personification of brand. A brand is expressed either as a

personality who embodies these personality traits (For instance – Shahrukh Khan and Airtel ,

38



John Abraham and Castrol) or distinct personality traits (For instance - Dove as honest, feminist

and optimist; Hewlett Packard brand represents accomplishment, competency and influence).

Brand personality is the result of all the consumer’s experiences with the brand. It is unique and

long lasting.

Brand personality must be differentiated from brand image, in sense that, while brand

image denote the tangible (physical and functional) benefits and attributes of a brand, brand

personality indicates emotional associations of the brand. If brand image is comprehensive

brand according to consumers’ opinion, brand personality is that aspect of comprehensive brand

which generates it’s emotional character and associations in consumers’ mind.

Brand personality develops brand equity. It sets the brand attitude. It is a key input into the look

and feel of any communication or marketing activity by the brand. It helps in gaining thorough

knowledge of customers feelings about the brand. Brand personality differentiates among

brands specifically when they are alike in many attributes. For instance - Sony versus

Panasonic. Brand personality is used to make the brand strategy lively, i.e., to implement brand

strategy. Brand personality indicates the kind of relationship a customer has with the brand. It is

a means by which a customer communicates his own identity.

Brand personality and celebrity should supplement each other. Trustworthy celebrity ensures

immediate awareness, acceptability and optimism towards the brand. This will influence

consumers’ purchase decision and also create brand loyalty. For instance - Bollywood actress

Priyanka Chopra is brand ambassador for J.Hampstead, international line of premium shirts.

39



Brand personality not only includes the personality features/characteristics, but also the

demographic features like age, gender or class and psychographic features. Personality traits are

what the brand exists for.

The creation Of Brand Personality for voice amplifier Industry

Brand personality traits are formed and influenced by any direct or indirect contact that the

consumer has with a brand. A brand, unlike a person, cannot think, feel or act. A brand has no

objective existence at all: it is simply a collection of perception on the mind of the consumer.

Consumers accept the marketing action to humanize brands. One explanation fort this can be

found in the theories of animism, which suggest that there exist need by people to

anthropomorphize objects in order to facilitate interaction with the nonmaterial world.

Anthropomorphize occurs when human qualities are attributed to non human objects, e.g.

brands. Consumers easily assign personality quality to inanimate objects like brand in thinking

about the brands as if they are human characters.

In a direct way, personality traits are associated with a brand by the people associated to that

brand. One direct way to form and influence brand personality is user imaginary. User

imaginary is defined as the set of human characteristics associated with the typical or stereotype

user of the brand. Associations with the company employees or CEO and the brand’s product

endorsers are also direct ways by which brand personality traits are formed and influenced. The

40



Personality traits that of the people associated with a brand are transferred directly to the brand.

the theories of animism describe another process mechanism that directly explains the specific

ways in which the vitality of the brand can be realized. Spokesperson that is used in advertising

can have personalities that fit those of the brand they advertise. Over time, the personalities of

the spokesperson that they transmitted to the brand. The brand person associations can also have

a more personal nature. Brands can be associated with the person from whom the gift was

received. These person associative serve to animate the brand as a vital in the minds of the

consumers. Obviously, this aspect is much less under the control of the marketers.

Indirectly, the brad personality is created by all the elements of the marketing mix. Betra,

Lehman and Singh suggest the personality is created by all the personality of a brand is created

over time, by the entire marketing mix of the brand – “its price (high or low, odd or even), retail

store location (imaginary associations), product formulation (ingredients, benefits) , and product

form (solid, liquid. Etc), packaging details (colour, size, material, shape), symbol; used an all

phases of the brand communication, sales promotion and media advertising”.

Another form of animism explains how brand personality is created more in a more indirect

way. This form of animism involves complete anthropomorphization of the brand object itself.

Human qualities of emotionally and thought are transferred to the brand. This is achieved with

the help of marketing action, especially advertising. For example, the brand character of M&M

in the M&M commercials has the capacity to laugh and joke.

41



One of the advantages of the brand personality is based on their distinctive personalities.

Consumers are able to differentiate between brands. Another advantage is that the consumer can

interpret the brand’s image in such a way that it is personally more meaningful. Brand

personality encourages more active processing on the part of the customer. Thus the consumer

put more efforts in creating and using the brand personality. A further advantage of brand

personality can be examined, namely the role of a brand as relationship partner in a consumer-

brand relationship. Next we will concentrate on these consumer based relationship.

Whether the brand is product or a company, the company has to decide what personality traits

the brand is to have. There are various ways of creating brand personality. One way is to match

the brand personality that they like. The process will be

• define the target audience

• Find out what they need, want and like

• Build a consumer personality profile

• Create the product personality to match that profile

Both profile appeal mostly to the emotional side of the people’s mind to their feelings and

sensory function. This profiling approach aims to reinforce the self concept of the consumers

and their aspirations . the approach is ideal for brands that adopt a market niche- strategy, and

42



can be extremely successful if a market segment has a degree of global homogeneity , as in the

case with Levis.

Non product related brand personality drivers

• User imaginary –user imaginary can be based on either typical users or

idealized users. User imaginary can be powerful driver of brand personality , in

part because the user is already is person and thus the difficulty of

conceptualizing the brand personality is reduced. For example Charlie has a

feminine, strongly independent brand personality driven by it user personality of

Calvin Klein are similarly influenced by user imaginary .

• Sponsorship- activities such as events sponsored by the brand will influence its

personality. Swatch ,for example reinforce its offbeat , youthful personality will

targeted sponsorships that have included the freestyle ski world cup in

Breckenridge, the first international.

• Age- How long a brand has been on the market can effect its personality. thus

new entrants such as Apple, MCI, and Saturn tend to have younger brand

personalities than brand such as IBM, AT&T, and Chevrolet, and it all as too

common for a major dominate brand to see as strongly and old fashioned, a

brand for older people.

43



• Symbol- a symbol can be powerful influence on brand personality because it can

be controlled and can have extremely strong associates. Apple bitten apple, the

Marlboro cowboy, the Michelin mans all help to crate and reinforce a personality

for their brands.

Why use brand personality

The brand personality can help construct the brand strategies by enhanching their

understandings of people’s perceptions of and attitude towards the brand , contributing to a

differentiating brand identity guiding the communication effort and creating brand equality.

• Enriching understanding

The brand personality metaphor can help a manager gain as in depth understanding of consumer

perception and attitudes towards the brand. By asking people to describe a brand personality,

feelings and relationship can be identified that often provide more insight than is gained by

asking about attribute perceptions.

• Contributing to a differentiating identity

Strategically, a brand personality, as a part of a core or extended identity, can serve as the

foundation for meaningful differentiations. Advertising agencies such as young & Rubicam and

Ogilvy & Mather routinely a brand personality statement as a part of their brand positioning

strategy.

44



• Guiding with communication effort

Totally the brand personality concept and vocabulary communication the brand identify which

richness and texture to those who must implement the identity building effort. Practical

decisions need to be made about not only advertising but packaging, promotions, which events

to associate with , and the style of person interactions between the customer with the brand.

• Creating brand equity

The brand personality creates brand equity. The self-expression model explains this. The model

says that for a certain group of customers; some brands become vehicles to express a part of

their self-identity. People express their own or idealized identity in a variety of ways, such as

job choices, attitudes, options, activities, and lifestyles. Brand that people like admire, discuss,

buy and use also provide a vehicle for self-expression.

CHAPTER 345



RESEARCH METHODOLOGY

RESEARCH METHODOLGY

Methodology includes the overall research procedures, which are followed in the research

study. This includes research design, the sampling procedures, and the data collection method

and analysis procedures. To broad methodologies can be used to answer any research question-

experimental research and non- experimental research. The major difference between the two

methodologies lies in the control of extraneous variable by intervention of the investigator in the

experimental research.

46



RESEARCH DESIGN

A research design is defined, as the specification of method and procedures for acquiring of the

information needed. It is a plant or organizing framework for doing the study and collecting the

data. Designing a research plan requires decision all the data sources, research approaches,

research instruments, sampling plan and contact method.

Research design is mainly of following type:-

1. Exploratory research.

2. Descriptive studies

3. Casual Studies

EXPLORATORY RESEARCH

The major purpose of exploratory studies are the identification of problems, the more

precise formulation of problems and the formulations of new alternative course of action. The

design of exploratory studies is characterized by great amount of flexibility and ad-hoc veracity.

47



DESCRIPTIVE STUDIES

Descriptive research in contrast to exploratory research is marked by the prior

formulation of specific research Questions. The investigator already knows a substantial amount

about the research problem. Perhaps as a Result of an exploratory study, before the project is

initiated. Descriptive research is also characterized by a Pre planned and structured design.

CASUAL OR EXPERIMENTAL DESIGN

A casual design investigates the cause and effect relationship between two or more

variables. The hypothesis is tested and the experiment is done. There are following type of

casual design:

I. After only design

II. Before after design

III. Before after with control group design

IV. Four groups, six studies design

V. After only with control group design.

VI. Consumer panel design

48



VII. Exposit facto design

B)

DATA COLLECTION METHOD

SECONDARY

PRIMARY

Direct personal interview

Indirect personal interview

Information from correspondent’s govt. publications

49

Published sources Unpublished

sources



Mailed questionnaire Report committees

Question filled by enumerators & commissions

Private publication

Research institute

PRIMARY DATA

These data are collected first time as original data. The data is recorded as observed or

encountered. Essentially they are raw materials. They may be combined, totalled but they have

not extensively been statically processed. For example, data obtained by the peoples but I did

not used in the Dissertation.

SECONDARY DATA

Sources of secondary Data

Following are the main sources of secondary data:

50



1. Official Publications: Publications of the Pepsi, Dabur & others or the by the corporate

office of Pepsi, Dabur & Others.

2. Publications Relating to Trade: Publications of the trade association, stock exchange,

trade union etc.

3. Journal / Newspapers etc: Some newspapers/ journals collect and publish their own

data, e.g. Indian journal of economics, economist, Economic Times.

4. Data Collected by Industry associations: For example, data available with Pepsi,

Dabur & others.

5. Unpublished Data: Data may be obtained from several companies, organizations,

working in the same areas. For example areas. For example, data on Pepsi, Dabur &

Others by magazines.

Step in the Development of the Survey Instruments: The main instruments required for survey

was a well-developed questionnaire. The questionnaire development took place in a series of

steps as described below:

Research objectives are being transformed into information objectives.

51



Step 1

The appropriate data collection method have been determined

Step 2

The information required by each objective is being determined.

Step 3

Specific Questions/ Scale measurement format is developed.

Step 4

Question/ Scale Measurement is being evaluated.

Step 5

The number of information needed is being determined.

Step 6

The questionnaire and layout is being evaluated.

Step 7

Revise the questionnaire layout if needed.

Step 8

The Questionnaire format is being finalized.

52



Step 9

The selected customers have filled the questionnaires.

Step 10

Filled questionnaire are being analyzed.

Step 11

Conclusion and Recommendations are drawn after the analysis.

QUANTITIVE METHODS:

Data Collection

The whole research is based on primary data as well as secondary data.

Primary Data:

Primary data collected through the questionnaire from the various voice amplifier companies

Secondary data:

secondary data collected through the magazines, newspapers, insurance companies catalogue

and the advertisement.

53



Sample status

STEPS IN SAMPLING PROCESS

Steps Description

1. Define population The population is define in terms of (a) element (b) Units (c)

Extents (d) Time.

2. Specify sampling

frame

The means of representing the element of the population e.g.,

telephone directory, map

3. Specify sampling Unit for sampling which holds the sampling household

elements e.g., city block, household.

4. Specify sampling

method

The method by which the sampling unit to be selected is

described i.e., probability/ non probability.

5. Determine sample

size

The number of elements of the population to be sampled is

chosen.

6. Specify sampling plan The operational procedure for selection of sampling units are

selected.

7. Select the sample The office and field work necessary for the selection of the

54



sample are carried out.

SAMPLE SIZE:

35 respondents.

The respondents of various educational organizations.

The age of respondents is approximately between 25-65 yrs.

It is based on convenient sampling.

Reason for selecting convenient sampling.

• Time constraint

•Resource constraint

• Cost constraint

Limitations of research:

• The results through the questionnaire not always correct.

55



• Convenient sampling some time leads to the distortion in results.

• The sampling size of 35 respondents not sufficient for exact result.

Regional limitations

In conducting the market research on portable voice amplifier and I found the regional

limitations as our research was limited to Lucknow region. Although I conducted telephonic

interviews in different states, but our statistics holds a greater percentage of Lucknow and

Kanpur.

Sample size

The sample size taken for this market research was 30, but this sample size is too small to be a

true representative for population size. The data collected from this sample size cannot be

generalized for the population.

Target population

The target population for this market group was the educational institute. They are mainly

coaching institute and the degree colleges.

56



Class limitation

The target population was in majority from the medium and large no of student institutes.

Generally, the small no of student such as 10 to 20 students in a class don’t use such products.

Thus adding biasness to the inferences.

To the kores Customers, we asked the reason for choosing particular company.

The results shows that the major reasons for choosing particular co are:

1. Level of service provided by the kores company

2. Price Options

3. After Sales services

While option of up gradation and modernization as well as the promotional schemes and

packages offered affects their decision the least while choosing any voice amplifier company.

57



CHAPTER 4

DATA ANALYSIS

58



Firstly, I asked the organizations about their usage of portable voice amplifier, initially, I take

the sample of 35 people, as 35 out of 30 says they use i.e. 85% .but 4 out of these says they

don’t use it. So I take out those five sample and now my sample size reduces to 30.

Do you use the portable voice amplifier?

Frequency Percent Valid Percent Cumulative Percent

Valid yes 30 85.7 85.7 85.7

no 5 14.3 14.3 100.0

Total 35 100.0 100.0

59



So, the conclusion is that most of all the teaching organizations use voice amplifier to address

their students or for the presentation purpose.

60



As those who don’t use voice amplifier I asked them for their refrain for using the same

50% of them said that they don’t have so much public to address, might be they have small

organization and the left 50% says that Do not feel free to use it , as it is heavy and

cumbersome to carry etc .

So , those who use it then we directly move to question no. 3 as per the questionnaire which

brand are they currently using different organization have different products.

61



Which brand are you currently using?


Valid Sony 4 13.3 13.3 13.3

Philips 11 36.7 36.7 50.0

Intex 5 16.7 16.7 66.7

local brands 6 20.0 20.0 86.7

others 4 13.3 13.3 100.0

Total 30 100.0 100.0

62



Conclusion: A competition is quite tough between the existing brands but most of the

consumers use the Philips brand.

63



Now we move to question no. 4 .How did you hear about the above mentioned brand/s?

As 30% i.e. 9 out of 30 said that they hear through the word of mouth.

How did you hear about the above mentioned brand/s?


Valid Advertisement 8 26.7 26.7 26.7

Word of mouth 9 30.0 30.0 56.7

Recommended by other

organization

7 23.3 23.3 80.0

Came across it in a electronic

market

6 20.0 20.0 100.0

Total 30 100.0 100.0

64



Conclusion is that they give importance to the saying of the other person rather than the

advertisement or any other source.

65



Now we move further as I asked about their usage of the whole product range offered. As most

out of them 73% said that they don’t use and the remaining 27% said that they use.

Do you use the whole product range offered?


Valid yes , please specify which

products you use in the range

8 26.7 26.7 26.7

no 22 73.3 73.3 100.0

Total 30 100.0 100.0

66



Conclusion: Is that they don’t bother about the range offered they only use the product of that

brand whatever they want to use.

67



Now move to question no. 7. I asked about their spending on these products. 50% out of the 30

says that they spend between Rs. 5000 to Rs 10,000 on these products. Only 10% said that their

spending are more than Rs 10,000.

68



Approximately how much do you spend on these products ?


Valid Less than Rs.5000 12 40.0 40.0 40.0

Rs.5000-10000 15 50.0 50.0 90.0

Rs.10000 and above 3 10.0 10.0 100.0

Total 30 100.0 100.0

Conclusion is that they only 10% or less are most brand conscious and the 50% are brand

conscious but they generally don’t go for expensive brands and the left 40% don’t bother about

the brands and quality.

69



I asked about the battery backup they get in one recharge. So the answers came very close

between the 5-10 hrs and 10-15 hrs. 12 says 5-10 and 12says 10-15 hrs. so there is a tie between

the two.

70



How much battery backup you get in one recharge?


Valid 1-5 Hour 2 6.7 6.7 6.7

5-10 Hour 12 40.0 40.0 46.7

10-15 Hour 12 40.0 40.0 86.7

More than 15 Hour 4 13.3 13.3 100.0

Total 30 100.0 100.0

So the conclusion is that most of the amplifiers have almost the same battery backup i.e.

between 5-15 hrs depends on the usage.

71



0%

27%

40%

33%

Q9. Approximately how much audience youhave to address ?

10-20-

20-50

50-100

More than 1

Approximately how much audience you have to address ?


Valid 20-50 8 26.7 26.7 26.7

50-100 12 40.0 40.0 66.7

More than 100 10 33.3 33.3 100.0

Total 30 100.0 100.0

72



Now . I asked about “the number of audience they have to address”. Most of them said they

have to address 50 to 100 audience and no one said that they have to address 10 to 20 and use

the voice amplifier.

Conclusion , this clearly shows that voice amplifier is best option when the boss have to address

people between 50 to100.

73



Q 10 How much impact of companies hiring brand ambassadors propelling you to use

such products?

74



How much impact of companies hiring Brand ambassadors propelling you to use such

products. Rate on the scale of 1-7


Valid 2 1 2.9 3.3 3.3

3 8 22.9 26.7 30.0

4 8 22.9 26.7 56.7

5 5 14.3 16.7 73.3

6 5 14.3 16.7 90.0

7 3 8.6 10.0 100.0

Total 30 85.7 100.0

Missing System 5 14.3

Total 35 100.0

Question no 11 knowing about the marketing techniques.

75



One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

Does the known brand

company’s marketing

techniques affects your buying

decision ?

30 3.40 1.276 .233

76



Does the known brand company’s marketing techniques affects

your buying decision ?

Frequency Percent Valid Percent

Cumulative

Percent

Valid 2 10 28.6 33.3 33.3

3 6 17.1 20.0 53.3

4 8 22.9 26.7 80.0

5 4 11.4 13.3 93.3

6 2 5.7 6.7 100.0

Total 30 85.7 100.0

Missing System 5 14.3

Total 35 100.0

77



CHAPTER 5

CONCLUSION

CONCLUSION

78



To conclude, the result show that the companies are playing on the peripheral cues to maintain

their Total Relationship Management and connect to the customers both present and potential.

The companies are operating in a highly aggressive and competitive global market place and

this climate has led to the emphasis on quality in all aspects.

• TQM focuses on integration and coordination as well as the continuous improvement of

all activities and process. Total Relationship Management (TRM) is a very recent

marketing strategy and philosophy. It focuses on and is concerned with all integrated

internal and external activities within and between the organizations. These two terms

are integrated by the manufactures by building good quality products and building good

relationship with dealers and enhancing service levels.

• However, when studied from the point of the view of a customer there seems to be no

major difference among the voice amplifier brands in a segment as far as performance is

concerned.

• The brand perception is dependant mostly on the peripheral cues depending upon the

nature and quality of the service provided along with the pricing, maintance, availability

of spare parts and related issues. The study shows that brand perception is something

which starts building up before a product is purchased and goes on with its reflected in

the recommendations the customer makes to his acquaintances for the same products.

Also, Its seen that the customer might not be using the products still he holds the

perceptions about it.

79



• Brand personality of tiles product is enforced by the sellers in the mindsets of the

customers and the customers react to it by forming their perceptions about the tiles

products and this reflects in the overall brand image of the products. So brand image and

brand personality complement each other and the brand perception aids the building of

the brand image.

• Finally the major point that emerges out of this detailed study is a caution for the voice

amplifier companies. It says that there is no doubt that Indian amplifier market may be

growing with a double digit figure still the voice amplifier companies have a long way

to travel to convince their customers about the brand personality of their product and

how it suit the prospective buyers. Simply because it simply is not a guarantee that how

so ever good the customer might be holding the brand perception and how so ever good

the brand image may be it is not guarantee that it will convert into sale.

80



CHAPTER 6

RECOMMENDATIONS,

SUGGESTIONS

AND

LIMITATIONS

RECOMMENDATIONS

Promotional activities- this is one of the primary things that are required within the company.

During my visits to different organizations, I came across that there is no awareness of the

81



companying the form of posters, stands and other related things. One thing that would like to

recommend would be the introduction of more promotional activities so as to generate more

revenues for the company. Campany can introduce more

-Schemes

-Get together for channel partners

-Brand recognition in the market

-To keep more inventories

-Advertisement in Industrial area

Focus more on “b” and “c” category companies- This is also one of the prime things that are

required. With around 80% of the revenues coming from less than 20% of the companies , more

focus should be given on ‘b’ and ‘c’ companies .’A’ category agents are said to be the agents

who contribute more than Rs. 50000 of revenues per month. Companies should focus more on

‘b’ and ‘c’ category clients so that more of these clients can be converted into ‘a’ category.

Co-ordination among different channels-

With agency office in a different building and no direct control over the district operations,

transparency between different channels is lacking. With the plan for executives that I have

82



suggested above, there could be more transparency that can come in the overall operations of

the NCR region.

Different commissions slabs for different channels-

With commissions being one of the prime motives for the sales executive to do business with

different companies, more and more emphasis should be given on the commission that are

rendered to the agents.

Very limited corporate tie ups-

This should be one of the most important thing that should be on the agenda for the travel

category. A corporate tie up can easily deliver a business of more than 50000 per month. Other

than that, the contract is on a long term basis. This therefore helps in getting an easy business

for the company. Therefore, from my point of view, more emphasis should be given on category

of business as well.

Suggestions:

83



Product:

- Pricing to be more competitive

- Provide more specifications and designs

- Increase product line

Service:

- Revamp the entire quick reaction procedure for emergencies

- Provide customized contracts and more options as such

- Error diagnosis time and procedure needs to be analyzed

- Price of service contracts and parts should not be increased blindly

LIMITATIONS

84



Although every effort has been in to collect the relevant information through the sources

available, still some relevant information could be gathered.

Busy schedule of concerned executives: The concerned executives were having

very busy schedule because of which they were reluctant to give appointment.

Time: The time duration could not provide ample opportunity to study every

detail of the company.

Unawareness: Executives were unaware of many terms related to same while

asking to them.

Confidential information: As the company on account of confidential report

has not disclosed some figures. Moreover, in some cases separate accounts of

division are not separately maintained thereby, leading to restrictions in study.

REFERENCES

85



BOOKS

• Beri- Marketing Research(Tata McGraw-Hill),1993,2nd ed.

• Kotler,Philip- Marketing Management :Analysis, Planning,Implementations and

Control,Pearson Education, New Delhi.2003, 11th ed.

• Kotler, Philip and Armstrong, Graw – Principles of Marketing, Pearson education,

New Delhi.

• Sharma J.K.- Business Statistics( Pearson Education)

DAILY & JOURNALS

• Article given in Free-Press-Release.com August 26, 2009

• A survey by ‘Research and Markets’ 2009

• Business Today

INTERNET

• http://www.pssmagazine.com/readmore_special.php?newsid=41

86



• Information on portable voice amplifier – ‘http://www.kores-india.com/’

APPENDIXQuestionnaire for Organizations

Kores(India) Ltd.

NOTE: I am management student of Babu Banarasi Das and all the information collected will only be

used for the purpose of research only and in any case the identity of the respondents will not be revealed.

87



NAME_______________________________________________________

ORGANIZATION_________________________________________________

DESIGNATION__________________________________________________

MOBILE NO. ____________________________

1. Do your organization use portable voice amplifier ?

Yes No

(If yes , directly proceed to question 3 and if no only answer 2)

2. Why do you refrain from using such products?

Does not have so much public to address.

Do not feel free to use it , as it is heavy and cumbersome to carry etc

Any other_______________________________________________

3. Which brand are you currently using?

______________________________________________________________________

4. How did you hear about the above mentioned brand/s?

Advertisement Word of mouth

Recommended by other organization Came across it in a electronic

market

Any other____________________________________________________________________

5. What benefits you get using such a particular product?

______________________________________________________________________

6. Do you use the whole product range offered?

88



(For example A particular brand may offer a range of products like speakers, projectors etc)

(Yes, please specify which products you use in the range)

__________________________________________________________________

No

7. Approximately how much do you spend on these products ?

Less than Rs.5000

Rs.5000-10000

Rs.10000 and above

8. How much battery backup you get in one recharge?

1-5 Hour

5-10 Hour

10-15 Hour

More than 15 Hour

9. Approximately how much audience you have to address ?

10-20 20-50

50-100 More than 100

10. How much impact of companies hiring Brand ambassadors propelling you to use such products.

Rate on the scale of 1-7

Very high No impact at all

1 2 3 4 5 6 7

89



(______/______/______/______/______/______/______)

11. Does the known brand company’s marketing techniques affects your buying decision ?

Very much Not at all

1 2 3 4 5 6 7

(______/______/______/______/______/______/______)

90



Documents

Final Report 95