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A Project Report On
“Dealers Survey regarding customer preferences
Towards features of multimedia speakers and evaluation of
Salesperson Performance in Zebronics”
2014
Under the Supervision of: Submitted
By:
Prof. Ritesh Jain Vinay Singh
FPG1315/07
3
I.B.A,
Greater
Noida
STUDENT’S DECLARATION
I declare that the project titled “Dealers regarding customer preferences towards features of multimedia
speakers and evaluation of sale’s person performance” is an original project done by me and no part of the
project is taken from any other project or materials published or otherwise or submitted earlier to any other
college or university.
___________________
Vinay Singh
FPG1315/073
Top Notch Infotronix (India) Pvt. Ltd.No.6C, Valliammal Road, Vepery, Chennai – 600 007
Phone: +91-44-40000007 Fax: +91-44-43539272
Email: [email protected]
ToProf.(Dr.) D Das,Indus Business Academy, Greater Noida Plot no.-44 Knowledge Park-3Dear Dr.D.Das,We hereby confirm that Mr. Vinay Singh from Indus Business Academy, Greater Noida Plot no.-44 Knowledge Park-3 has successfully completed his Internship training in our Organization from 20/4/14-2/7/14We are wishing him all the best for his bright future.This is for your information.Thanking you.
Authorized Signatory(HR Department)
ABSTRACT
In today’s competitive world Management Interns have to put rigorous hard work to survive in the business
world. They should be well groomed and well acquainted with functioning of the corporate world.
The two months Industrial Training is an integral part of Management Program, aims to provide the management
students with an adequate exposure of the various operation that are taking place in an Industry.
I, as a Management intern was engaged with Top Notch Infrotonix Pvt, Ltd., Ghaziabad. I worked in a
Market Researcher for two months. It was a very educative and professional experience and thereby gaining a
practical overview of the market problem.
ACKNOWLEDGEMENT
It is a great pleasure for me to thank Top Notch Infrotonix (India) Pvt. Ltd... For granting me an opportunity to be
associated with such a great organization as a summer trainee at their branch office Ghaziabad.
I am very much thankful to my company guide Mr. Karthikram Sirnivasan, market research analyst at Zebronics
for guiding me with valuable inputs throughout my training period. I thank Mr. Sunil sales person of Zebronics for
always helping me to find the necessary details and data required last but not the least I am thankful to the staff for
providing me the necessary support and kind co-operation.
This project would not have been computed without the guidance of my college mentor Prof. Ritesh Jain who have
helped me from time to time.
I also thank the entire dealer and distributors involved in this market research for their participation and co-
operation.
Once again I express my sincere thanks and gratitude the above stated persons who have helped me directly and
also to those who have helped me indirectly by all means.
Vinay Singh
FPG/13-15/073
PREFACE
Training is the systematic development of knowledge, skills and attitude required by an individual to perform
adequately a given task and job. It imparts partial knowledge to an individual which in turn make work more
efficient and more organized. In present era it holds a great importance in professional development of an
individual. Due to this reason “summer training of eight weeks have been made an integral part of the syllabus of
POST GRADUATE DIPLOMA IN MANAGEMENT by the INDUS BUSINESS ACADENY.
Summer training report is considered a major component of the training. Summer training remains incomplete till
the report has been presented and/or written. The purpose of summer training is not well served unless the findings
and experiences gained are made known to others.
Thus, the purpose of training and subsequent of report writing are meant both as a mean of gaining firsthand
experience in the organization and also an academic exercise. In the above-mention context, I had a privilege of
getting this practical training.
My training in Zebronics truly a learning experience, where I explored my strength and weakness and it facilitated
me in coming out with this project on “A study on dealer satisfaction and competitor analysis of Zebronics
speakers in area of Ghaziabad.”
TABLE OF CONTENTS
Sl. No. Title Pg. No.
1 Executive Summary 5-6
2 Introduction 7-20
3 Work Profile 20-25
4 Literature Review 26-27
5 Objective And Scope Of Study 28
6 Research Problem 29-32
7 Research Methodology 32-35
8 Analysis And Interpretation 35-63
9 Finding Of The Study 64
10 Recommendation 65-67
11 Conclusion 68
12 Bibliography 69
13 Annexure 70-74
EXECUTIVE SUMMARY
The project report is based on the current market condition of Zebronics. What are the problem that are the dealer
of Zebronics product are facing? What are the specification of speaker that is demanded by the customer? How the
dealer came into this is business and what are their expectation from company side? Before coming into this
business what they used to do? The project is also based on to create the business for the company by generating
the lead for the company. To know that the current stock dilution scheme that company is offering, are the dealer
and distributor aware about that? To know is the salesperson went to dealers shops time to time or in a week or
month? To know that is the sales-person giving him the product detail, product price and product demo properly?
Also, know that is the sales person is able to technical query of the dealer? What are the current sales scenario of
Zebronics?
The objective for the study are to identify the satisfaction level of Zebronics Dealers and Distributor towards the
company and competitor analysis for Zebronics speakers. To generate future channel partner for Zebronics and to
know about the expectations of dealer, distributor and customer.
For fulfilment of the study the dealer and distributor was approached with pre-defined questioner and to also know
about their background by asking question at personal level and basic observation of their shops status. By doing
this we find that Intex is the market leader in the area of IT peripherals and Intex, F&D followed by Zebronics are
the current leader in sale of speaker and subwoofer. The reason for Zebronics being in no. 3 is because of the low
brand awareness.
The company is not spending money in the brand visibility. Hardly any hoardings/glow sign board of company
and advertisement in newspaper is found. Therefore due to lack of brand awareness customers were not convinced
by the dealers, so they can purchased the product
The market is price competitive that is all the company are offering the same product at a very minimum price
difference. The local manufacturer of the speaker and other accessories are the threat for their business because
they are offering the product at a lower price. Most of the shop for IT in Ghaziabad is In Shiva Tower and
Ambedkar road so here the customer has the option for switching the another dealer that is major problem that lead
to him work at a very minimum level of margin.
The after sales service of company is only good on those location (Shiva Tower, Ambedkar road And Maliwara
Chowk) that are near to service center (In Nehru Nagar). In Vaisahali, Vasundhra, Indrapuram and Rajnagar etc.
the service is not good. The product quality of Zebronics is not up to the mark as per the expectation of customer.
Quality aspect since it stands at lower rank for quality products compared to its competitors. Met with salesperson
he also talked about the low brand awareness in the IT peripherals market, when they talked to their upper
management there is no response.
INDUSTRY PROFILE
IT Hardware Peripherals Industry is composed of diverse group of companies. It produces a wide range of
products for sale to just about all businesses and consumers. The industry trends to trail the economic cycle, and is
very competitive.
This industry markets a wide range of products and services, many of which are tied to mainframe and server
computers, personal computers, and storage devices. A number of offerings include gear to connect this hardware,
both within a company and between businesses, suppliers, customers, and consumers. Keyboards and trackballs
are other products, for example. In addition, some of the hardware providers offer services, such as installing and
managing a business’ information technology operations, or hosting applications on an enterprise’s own computers
that can be accessed by its customers. Others in the industry are wholesale distributors of computer products and
services.
This is a growth industry. Businesses and governments have long been computerizing more and more of their
work to increase competitiveness and efficiency. And, with the rise of the Internet, home computers, used to stay
connected with friends and business, have become a necessity. The market should continue to grow. Businesses
have to store and manage an increasing amount of data because of regulatory requirements and competitive needs.
Too, whereas in the past, the data stored was primarily words and numbers, which take up relatively little storage
space, now more capacity-hungry audio and video material is being computerized and stored.
The competition among computer hardware companies is particularly intense. On the one hand, in the traditional
PC market, companies' products have largely become commodified, with constant downward price pressure (and
narrowing profit margins) being the result. On the other hand, there are markets for innovative new products, like
tablet PCs and ultra-minimal desktops that are not yet fully commodified. Here, the race is on to develop products
at breakneck speed so you can be first to market. And if a company falters, it instantly becomes a target for larger
companies looking to acquire new businesses. No doubt about it: Computer hardware is a cutthroat business.
ECONOMIC GROWTH DURING LIBERALIZATION MEASURES:
Computers became common Business tools in the late 1950’s. Firms were able to collect, store and manipulate
vast data to aid marketing decision makers. Marketing information system developed out of these aspects.
Marketers have been using electronic tools ever since. But the recent internet and other developments in
information technology have created sensational changes in the way a business operates. Information Technology
modes include electronic mail, corporate and public databases, application systems, fax, video and computer
conferencing. These act as driving forces for globalization of business. Organizations are scrambling to determine
how they can use information technology profitably in furthering their business.
Market Liberalization has been embraced by developing countries around the world since the 1980s, in the hope of
achieving economic growth and development through participation in an increasingly interconnected global
economy. Developing countries that once feared economic dependency on the industrialized world now fear left
out of the dynamic process of economic globalization.
IT Hardware is one of the most global of industry sectors, particularly since the ascendance of the personal
computer, whose horizontal industry structure has replaced the vertically-integrated structure of the mainframe
computer industry. While the mainframe industry was more nationally oriented, the PC industry has been
organized around a global production network, with particular countries mostly in East Asia- specializing in
activities such as PC assembly and production of components and peripherals. Newcomers such as China, India,
Mexico and several eastern European states have liberalized their computer sectors in hopes of joining the global
production network and gaining access to technology and capital.
The emergence of the Internet has created new pressures for liberalization. The Internet represents a global
infrastructure that can be exploited by developing countries to connect with markets and production networks
around the world at a relatively low cost.
GROWTH OF ITS HARDWARE PERIPHERALS INDUSTRY DURING RECENT DECADE :
The impact of global recession on the computer hardware companies is left behind and they are back on the
progress track. It seems that the forecasts that were made before recession are going to turn true. Different
segments of the computer hardware industry are growing with improvement in their design and functionality and
rise in their demand.
Not only the big hardware manufacturers, but the small and medium sized enterprises too are making big
contributions towards the industry growth at a global level. Below you can find few sections that analyze the
growth of computer hardware industry segments in different countries.
In 2008, the global PC market generated the revenue of $203.7 billion that represented the compound annual
growth rate of 8 percent from 2004 to 2008. The PC market in China had total worth of $21.8 billion in 2008
representing the total compound annual growth rate of over 14 percent. The United States PC market generated
$50.6 billion in 2008 showing 3.8 percent compound annual growth rate.
An impressive growth of 42 percent was shown by the PC sales between October and December 2009 in the
Indian market. The 52 percent of the desktops sold were contributed by the multinational computer companies and
13 percent by the Indian hardware manufacturers. The remaining 35 percent consisted of assembled desktops.
In China, the total revenue generated from the networking hardware was $4.8 billion in 2008. For the same year,
the network hardware growth in the United States was $23 billion. The total revenue for the global network
hardware market in 2008 was $112.8 billion. Also, the global storage hardware and peripheral market recorded the
revenue of $160.3 billion in 2008.
The Future Trends
Going by the latest growth rate, the global hardware market is expected to attain the worth of $537.3 billion by
2013. The computer hardware manufacturers have started following the concept of green computer hardware
manufacturing and this is further going to add to the profits of the computer hardware companies. The small and
medium sized hardware manufacturers from the developing countries like India have a great future in the
computer hardware components. They along with the major players are going to take the computer hardware
industry to a new level in the nearby future.
Company Profile
Top Notch Infrotonix Pvt Ltd.
Founded: 1997, Chennai, India.
Purchase & Marketing Director:-Mr. Rajesh Doshi,
Zebronics, a well-known established Indian IT brand today was started in 1997, in Chennai. The company was
known for quality computer chassis for initial few years. Today Zebronics is one of the most reputed peripheral
brands in the country. The ranges of product have been increased extensively and not only in computer peripherals
but also in end consumer life style products and communication.
Market of strategy and vertical focus
Zebronics think differently and evolve in new directions. Apart from expanding the reach of Zebronics products,
Zebronics now have a wide range of end consumer devices apart from peripherals. The product range is very
diverse now. Zebronics will be updating the existing product range regularly to keep up with the changing
technology, in the segments Chassis, Power supply UPS. Our main focus is in the new product segments in which
we have seen incredible growth like Speakers, Headphones, Portable Media Players, TV Tuners, LED monitors,
Laptop accessories, keyboards, mouse and more. And to drive the growth further, Zebronics are also going to
launch new products entering new segment, it’s going to be exciting year.
Zebronics have very unique approach to marketing and we treat all the smaller zones as an independent entity
rather than treating the whole nation as one. This way we can cater the local markets according to their needs and
more efficiently. We launch schemes and offers customized to these smaller zones, which helps the channel in a
better way. We also give advertisements and press releases regularly in media. We also send our products for
review to various magazines and websites. We also participate in various college fests and road shows which gives
an opportunity to the consumers to experience the products.
Channel strategy & Channel in India
Zebronics believe the channel partners are the wheels of our business which helps us move forward. We customize
the distribution model according to the region, such that it’s in interest of Zebronics as well as all our channel
partners. We have customized Distribution network across the nation according to the market. There is no single
distribution model for Zebronics in Indian market. All our partner policies therefore are structured to optimize the
business interests of the partners as well as Zebronics. In spite of VFM factor, we make sure that the channel
partners get a good margin for the efforts they put in. In all of this, we will seek to, extend the hand of partnership
with the channel community, and look for their full hearted support as always we get.
How Zebronics is positioned in the market ?
Zebronics have its own business model. We have products which are unique in the market. We try to give the
consumer best possible quality for given price point. The word value for money plays a key role when developing
Zebronics products. We are also very careful about quality of our products. We do lot of in-house testing before
launching any product. To take care of our customers and channel we have 70+ service centers across India and
plans for many new service centers in b and c tier cities. Even in marketing we have very unique local approach,
rather than catering everyone as same. We have a big loyal chain of channel partners and dealers as all are well
taken care of by us.
Future plans and programmes in India?
Looking at the market now, it’s going to be a tough year, but it’s a good time to carefully expand the product lines
by bringing in innovative products. So though the tough time, the brands with required blend of innovation, price
and quality will lead. Right now we have strongest and one of the best range of products we ever had, we have
plans to expand in b and c tier cities rapidly. It’s going to be a tough year but z are sure of our success and staying
Always Ahead.
Location
Ahmedabad
Chandigarh
Dehradun
Guwahati
Kolkata
Nagpur
Pune
Bangalore
Chennai (HO)
Delhi
Indore
Lucknow
Parwanoo
Raipur
Bhubaneswar
Cochin
Ghaziabad
Jaipur
Ludhiana
Patna
Ranchi
Calicut
Coimbatore
Gurgaon
Jammu
Mumbai
Puducherry
Secunderabad
Surat Trivandrum
Products
Zebronics has become familiar for Excellence, Quality & Reliability throughout its large range of peripherals,
touching people's lives in one positive way or other.
We offer a product line which is often symbolized for their Value for money characteristics, backed by great
product designs & performance, incidentally covering nearly the entire PC Component spectrum.
Computer
chassis
Add-on cards
Monitors
Headphones &
mic
Power strips
Accessories
Servers
Networking
products
UPS
Multimedia
player
Gaming
accessories
Wireless router
Power supply
Keyboards
Speakers
TV tuners
Laptop accessories
Motherboards
Mouse
Web camera
Portable media
players
Tablet
Tablet accessories
Portable power
charger
A Personal & Corporate Gifting Brand
Zebronics is taking a step ahead showcasing as a value added brand, by being one's gifting companion in all
cherishing occasions.
Research & Development
Zebronics has an in-house Research and Development (R&D) Department, which monitors the latest
developments in the field of technology and innovation and tests them to find the most suitable products and
services for the market. Ensuring quality of product & service through constant radical thought, dealers show faith
in us as a brand and our team's dedication has been the factor to our continuing success.
Constant Innovation
At Zebronics, product feedback from the consumers & channel partners always been considered as a source of
development. We give back the customers a fabulous product experience with some of industry’s unique launches.
Corporate Vision
Staying one step ahead of the market has always been our goal. Like other world-class companies, we are proud of
our success, but we are never satisfied. At Zebronics, we are committed and working hard to deliver the innovative
solutions our customer's need, building the framework for sustainable growth, going forward and staying "Always
Ahead".
Corporate Social Responsibility
Zebronics is active in series of social activities with initiatives like.
Sharing is learning - platform given to students to bring out the best in them and prepare them for the
challenging future.
Spreading Smiles Discovering Wisdom - where we visit helping homes and spend some valuable
time in creating an environment of optimism and help them in their growth.
Nurturing Growth - adopted by a team of people in the organization where we believe in keeping our
environment clean, making the world a better place to live in.
Product detail and Features :
1. Multimedia speakers 2.1
Support SD/mmc memory Card
Built in Fm Radio
Support Mp3&WMA file Format
Support memory Card
FM Radio
Mp3 WMA file format
Remote full Function
1. Multimedia Speakers 4.1
USB pen drive
FM Radio
Remote control
Supports SD/MMC cards Bui
lt-in FM
radio USB pen drive
Supports MP3 & WMA file format
3. Multimedia Speakers 5.
FM RADIO LED display
Support SD/MMC memory cards
Supports MP3 & WMA file format
4. Tower
Supports USB pendrive
Supports SD/MMC cards
Built-in FM radio
Full function remote controller
Supports USB pendrive
Supports Mp3 files, karaoke with 2
Mic
Qualitative Analysis
SWOT ANALYSIS OF ZEBRONICS
Strength
Pricing Power- The price of Zebronics products gives it an advantage over its competitors as they price there
products low as compared to other products available in the market.
Star(*)Intex
Question Mark (?)Zebronics, I-ball,Creative
Cash CowF&D
DogLogitech,
Dapic,Edifier
BCG Matrixfor
speakers
Market Growth rateHigh
Low
Market Share Low
High Low
For Example - The price range of speakers start from Rs.900 to 5000 for 2.1 speakers (with subwoofer) depending
on the features of the speakers, which is less than its competitors which price their products as follows -
Intex (2.1 Speakers) – Rs.1200 to Rs.5000 I-ball (2.1 Speakers) – Rs.1500 to Rs.6000
Size Advantage - As per the survey done the size of the speakers provided by Zebronics is smaller and compatible
and easy to carry as compared to its competitors.
A speaker of Zebronics is smaller than as of Intex and I-ball which can be fitted anywhere and that gives it the
advantage over other competitors.
Unique Products - Zebronics has an in-house Research and Development (R&D) Department, which monitors the
latest developments in the field of technology and innovation and tests them to find the most suitable products and
services for the market.
Socially Active-Zebronics is active in series of social activities with initiatives like:
Sharing is learning - platform given to students to bring out the best in them and prepare them for the challenging
future.
Spreading Smiles Discovering Wisdom - where we visit helping homes and spend some valuable time in creating
an environment of optimism and help them in their growth.
Nurturing Growth - adopted by a team of people in the organization where we believe in keeping our environment
clean, making the world a better place to live in.
A Healthier You - We conduct health campaigns where one can come and ensure a healthy living.
Weaknesses
Quality of Product-The quality of product manufactured by Zebronics is poor as compared to its competitors.
The quality provided in low price products is poor because of which consumers tend to switch to other products.
On the other hand the quality of Intex and I-ball product is better than Zebronics.
Service-As per the survey it was found that the service provided by the company is very bad.
According to the company policy a service provider representing the company should visit a dealer on a monthly
basis whether or not there is any problem, but the same was provided by the company which de-motivated the
dealers for buying any Zebronics product. On the other hand service provided by Intex and I ball are far better than
Zebronics. Their customer care executive (service provider) visit dealer on weekly as well as monthly basis .This
weakness tends the dealer to switch to other brand then Zebronics.
Brand Image - Zebronics spends less amount of time and money in advertising their brand to the customers
through any medium because of which the targeted customers had less knowledge about the product. This results
in a low brand image for the products of Zebronics. Whereas Intex and I-ball invest more amount of time and
money in their advertisement and promotion of products.
Opportunities
New Product Range - The Company is planning to come up with a new range of products which is believed to be
much better and advanced then its existing range of products which will give it a new face and new image in the
electronics market industry.
Innovation - Greater innovation can help Zebronics to produce unique products and services that meet customer’s
needs. If the company starts investing more in R&D then it will help them to grow more and more in the future.
Selling the product online - The electronic market is tending to shift towards online marketing and keeping this in
mind Zebronics should also do the same and sell more of its products online by tying up with websites and
companies dealing with online marketing of various brands and products.
Emerging Markets - Emerging markets are fast growing regions of the world that enable Zebronics to quickly
expand. New emerging markets will give new opportunity to the company to extend and improvise there product
range in the market.
Threats
Intense Competition - Intense competition can lower Zebronics profits, because competitors can entice consumers
away with superior products.
As per the survey it was found that Intex are the leading brand in speakers and therefore Zebronics is facing a
tough competition from this brands in the market.
RESEARCH OBJECTIVE
1. To Identify the demand of Zebronics multimedia speakers
2. To Know the Market Awareness of Zebronics
3. To Identify the satisfaction level of Zebronics Dealers and Distributors towards the company
4. Competitors analysis of Zebronics speakers
5. Identify the Future channel partners for the Zebronics Product
6. Identify the most unique features demanded by the customers
7. Identify the regular interactions of sales person and dealers
LIMITATIONS
Small Sample size:
In our survey, we have taken a sample size of 65 customers, but only with these samples we can’t make a
proper conclusion.
Sample Area:
The study was conducted Ghaziabad only. Hence, the study may not be useful for projection of behavioral
aspect of consumers living in other cities.
Money Constraint:
Budget and finance are always been constraints in doing any project.
Difficulty in changing vehicle and other medium of transport.
Lack of support from Dealers/ Distributers:
Sometimes Local dealers are avoiding us, may be due to time constraint or human behaviour talked
rudely, not filled the questionnaire very easily.
Survey in High Temperature environment :
As I Doing survey in the month of May/June, facing heat, sunburn, dehydration, it is constraint on my
survey
Not providing dealers address by the company
As there is no address detail of dealers provided the company, so it is very difficult to find the dealers in
ghaziabad
RESEARCH METHODOLOGY AND PROCESS
Research Methodology: The study falls under the category of descriptive research, descriptive research includes
survey and fact finding enquiries of different parameters related to the Zebronics multimedia speakers. The
method of research in this project is the survey method. The descriptive research includes surveys and fact-finding
enquiries of different kinds including comparative and correlation methods. The major purpose of descriptive
research is description of the state of affairs as it exists at present
In descriptive research, the researcher has no control over the variables; he can only report what has
happened or what is happening
The Main characteristics of this method are
It collects Primary as well as secondary data
It tends to be rigid so it has no control over the variables or deviation
The research is used to gauge the response for the Zebronics speakers from dealers in the Ghaziabad region. The
response was collected through questionnaire, which covers all aspects desired
i) Phase One: Understanding the company and its products, the product under study, various competitive
parameters like, competitive analysis, USP (Unique Selling Propositions), other attributes relevant to
the product series.
ii) Phase Two: This phase would include visits to various dealers and distributors to collect relevant data.
Primary data will be collected through Questionnaire and interviews with dealers and distributors. This
data will further be extended through dialogues with company officials. The secondary data will be
collected through websites, and brochures.
iii) Phase Three: This phase involves analyzing the data collected in the earlier phase. The analysis is
conducted using statistical tools like Excel.
iv) Phase Four: In this phase actual reporting of the findings and analysis will be prepared and provide to the
company
SAMPLINGCovered all the Dealers of Ghaziabad which is equal to 61
VARIABLES INVOLVED
Sales
Service
Price
Brand Image
ANALYSIS METHOD
First the qualitative data has been collected and then converted into quantitative form and then
various Excel and Statistical tools are used for the analysis purpose.
DATA ANALYSIS
Market share of multimedia speakers in Ghaziabad
47%
7%13%
8%
17%
8%
Market share of 2.1 speakers
intexedifiercreativeclarionF&DZebronics
38%
11%9%6%
14%
12%
9%
Market share of 4.1 speakers
intexedifiercreativeclarionF&DZebronicsothers
42%
12%9%
11%
12%
9%5%
Market share of 5.1 speakers
intexedifiercreativeclarionF&DZebronicsothers
Table:1 Attributes Affecting Consumer buying decision
Rating Service Quality Reliability Price Size Availability Brand Image
1 0 0 0 2 1 1 0
2 0 0 0 10 21 4 1
3 3 4 22 22 21 12 4
4 31 22 37 19 15 32 19
5 27 35 2 8 3 12 36
Total 61 61 61 61 61 61 60
22%
28%
2%
7%
2%
10%
29%
Attributes Affecting Consumer buying de-cision
Service Quality Reliability PriceSize Availability Brand Image
Table:2 Importance of Features
RatingFM
Radio
LED
Display
Touch
Screen
Panel
Wireless
connectivity
USB/SD
slot
1 0 1 5 0 0
2 11 18 18 4 0
3 15 18 22 4 1
4 22 22 14 29 4
5 13 2 2 24 56
Total 61 61 61 61 61
13% 2%2%
25%58%
Importance of Features
FM Radio LED Display Touch Screen Pannel Wireless connectivity USB/SD slot
Brand image is the most affecting attributes to consumer buying decision followed by
quality, service and then availability.
As 29% of the total respondent give most important attributes to brand image and then
quality 28%, followed by service 22%
21.3114754098361; 13%3.27868852459016; 2%3.27868852459016; 2%
39.344262295082; 25%91.8032786885246; 58%
Importance of features
FM Radio LED Display Touch Screen PannelWireless connectivity USB/SD slot
91.8% of the respondent give the most important rating to USB/SD slot Followed by wireless
connectivity 39.3% and then FM radio 21.3%
Ability of sales officer to clear
technical queryPercentage
Every time 17 27.87
Almost every time 6 9.84
Sometime 10 16.39
Almost never 5 8.20
Never 23 37.70
Total 61
Every time Almost evertime Sometime Almost never Never0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
27.87
9.84
16.39
8.20
37.70
Ability of salesperson to clear the technical query
We saw from the graph that 37.70% salesperson never clear the technical query
of the Dealer, so its effect the sales of the Zebronics Product
Correlation Table:
N= 61
Quality Reliability Price Size
Brand
Image
Quality 1
Reliability 0.00814125 1
Price 0.11421164 0.36208601 1
Size 0.31705789 0.27723904 0.453545605 1
Brand
Image -0.03872015 0.04460258 -0.43752834 -0.18037483 1
Table for corresponding T-test value
Quality Quality Reliability Price Size
Brand
Image
Reliability 0.0625362
Price 0.88305457 2.98369497
Size 2.56785324 2.21639393 3.908910043
Brand
Image -0.29763835 0.34294019 -3.737435139 -1.40858914
Null hypothesis (H0) - There is no correlation between the price and size
Alternate H1 - There is correlation between price and the size
Null hypothesis (H0) - There is no correlation between the price and reliability
Alternate H1 - There is correlation between price and the reliability
Null hypothesis (H0) - There is no correlation between the quality and size
Alternate H1 - There is correlation between quality and size
ANALYSIS:-
The calculated value of t for all three hypothesis is greater than 2 so null hypothesis rejected.
There is 45% correlation between price and the size
There is 36% correlation between price and the reliability
There is 31% correlation between quality and size
Anova:
Single Factor
SUMMARY
Groups Count Sum Average Variance
Quality 61 275
4.50819
7
0.38743
2
Reliability 61 224
3.67213
1 0.29071
Price 61 204
3.34426
2
1.02950
8
Size 61 181
2.96721
3
0.86557
4
Brand Image 61 270 4.5
0.49152
5
ANOVA
Source of Variation SS dF MS F P-value F crit
Between Groups
115.961
8 4
28.9904
6 47.2653
9.04E-
31 2.40184
Within Groups
183.393
4 299
0.61335
6
Total
299.355
3 303
Result
H1-There is no significance Difference between factors affecting consumer buying decisions
H0- There is significance Difference between factors affecting consumer buying decisions
F crit is less than F calculated, so we can say that Null hypothesis is rejected.
So there is significance difference between affecting consumer buying decisions.
Correlation:
H0: There is no correlation between the frequencies of visiting the sales person (and ability to
clear technical query ( (not = (
H1: There is correlation between the frequencies of visiting the sales person (and ability to
clear technical query ( (= (
Correlation table
Frequency of visiting sales
person
Ability of sales officer to clear
technical query
Frequency of visiting sales
person 1
Ability of sales officer to
clear technical query 0.723604928 1
n= 61
t value= 8.052736905
From the correlation table the calculate value of t is greater than 2 so null hypothesis rejected so
there is 72% relation between the frequencies of visiting the sales person (and ability to clear
technical query ( (= (
Comment given by the Dealers and Distributor/ salesperson :-
Due to lack of brand awareness customer are not aware about the product
When we talked about to increase their brand awareness, there is response
from the company side
Service in the region near to service center is good but in the region which
are far from service center is not good
Credit problem between the sales and account department
Dealers are not aware about the complete range of products of company
No Direct communication between company and Dealer/Distributor
Due to high frequency of changing the distributor, dealer are confused who
is the distributor for which area
Sales person do not explain the scheme for the dilution for product to
dealers offered by company
Material used for making of product is not good
Salesperson – Lack of communication between the Upper level management
and the lower level management
He also talked about the low brand awareness of the speakers in the IT
peripherals market ,when they talked to their upper management there is no
response
Recommendation: -
There should be direct communication between company and Dealer/Distributor
Company should try to recognized the problem of dealers for not selling their product
and give various scheme
The company needs to improve upon its sound quality for speakers
The company needs to focus on its demo and after sales services.
The company needs to improve on quality aspect since it stands at lower rank for quality
products compared to its competitors
Product demo should be given to every dealer and what is the new technology used in
their speakers so that he can explain the various function to customer properly
The information about changing the distributor should be provided to dealer by the
salesperson
Product catalogue should be distributed among the dealers
Company should focus on promotional activities like advertisement in regionally famous
newspaper so ,it creates market awareness
Give some scheme to dealer for product display at the shops and should hang the
hoarding’s /glow sign board by company side on dealer shops
Conclusion:-
After the completion of the project it has been concluded that the Brand awareness of Zebronics
Speakers is very low in Ghaziabad area, the company should be more focused to increase the
marketing activities putting up banners, advertisements dealer boards and others in order to have
a positive effect on sales of the product. Company salesperson do not give complete product
detail to dealers as they are lacking on the product knowledge. The company do not have a fixed
distributor in a particular area and it creates a lot of confusion for all the dealers to buy the
authentic product of the company. Piracy or duplicity is also a big concern for he dealers to
understand the authenticity. There has been a number of complaints about the quality of the
product. The existing customers that is the dealers are not satisfied with the distribution
structure. The after sale service is also very poor. The dealers which are near to the service
centers do get the service however the dealers which are a bit far from the service center hardly
get any kind of assistance from the company. The company has work upon the serious issues
that has been found in this research. The recommendations will surely help in increasing the
sales and profit for the company. Eventually it will become a popular brand in coming future.
Annexures
Questionnaires
Feedback -Speakers
1. Which type of speakers are preferred by consumers?
a) 2.0 b) 2.1 c) 4.1 d) 5.1 e) Others
2. Which company has the highest volume of sales in the product line? Please mention
below table.
2.1 4.1 5.1 TOWER
3. What is the average sale of subwoofer / home theatre speakers in a month?
a) Less than 10 b) 10-20
c) 20-30 d) More than 30
4. On a scale of 1-5, rate the below attributes on which affects consumers decision on buying
subwoofer / home theater speakers. 1-Minimum -- 5-Maximum
Service 1 2 3 4 5
Quality 1 2 3 4 5
Reliability 1 2 3 4 5
Price 1 2 3 4 5
Size 1 2 3 4 5
Availability 1 2 3 4 5
Brand Image 1 2 3 4 5
5. Any unique feature in subwoofer / home theater speakers, which attracts the consumers and
makes them buy the product
Feature.................................. Brand name..................................... Price....................................
6. On a scale of 1 to 5, rate the importance of features for a subwoofer / home theatre speakers.
1-Minimum --- 5-Maximum
FM Radio 1 2 3 4 5
LED display 1 2 3 4 5
Touch Screen Panel 1 2 3 4 5
Wireless Connectivity 1 2 3 4 5
USB/SD slot 1 2 3 4 5
8. When did the sales person from Zebronics last visit your establishment?
Visits frequently Last ten days last 20 days last 30 days last month
9. Is the salesperson able to give you the correct details for the below mentioned Attributes?
Product details Yes No
Product Price Yes No
Product Demo Yes No
10. Is the sales officer able to clear your technical query regarding the products?
Every time almost every time occasionally/Sometimes Almost never Never
11. Has customers asked for any particular feature which was not present in any of existing
subwoofer / home theatre speakers?
Yes No
If yes, please mention ...............................................................................................................
12. Any other comments
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