Post on 27-Nov-2014
1.EXECUTIVE SUMMARY
A projector is equipment for projecting slides or films on to a screen. LCD
projectors fall into three broad categories: Ultra Lights, Conference Room, and
Fixed Installation projectors.
This project is done to understand the buying behavior of the consumer because
it is the most important aspect to be understood by a organization before
marketing their product.As Godrej and Boyce markets the Multimedia projectors
of Panasonic ,Benq and H.P,So for them it became more important to
understand the buying behavior which changes with segment to segment and
with out understanding the need for different segment they cant market their
projectrors.Like in the large organization the resolution , quality and the
technology is more important which is not same with the small organization
where the price and the after sales sevice is more important.
In this project extensive coverage of Bangalore is taken care off the sample size
is taken off100 .
Here the segment that has been covered are the corporate and Institutes in
Bangalore .
It is seen that the projectors has more market share in corporate than the
Institutes , as because the presentations are very popular in the organization
and they need the device at each moment of their work. while in the institutes the
presentation are not done so frequently. It has been found in the project that only
professional educations like engineering and M B A institutes need this type of
gadgets. Also the price factor comes in to the picture when the projectors are
marketed to the institutes, because they don’t want to invest that much amount in
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buying the gadgets, while in the corporate the price factor doesn’t come in the
picture.
This study was useful for the organization to increase their market share because
this study will help them in targeting the customer well.It was found that price
plays a major role for the institutes and Quality was the major factor which
contributed to organizational buying behavior. Now they can segment their
market properly .
As the segmenting targeting and positioning are the three pillars of marketing so
this study will help in all the three .Which in turn can bring huge success for the
organization in near future.
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2. INTRODUCTION
2.1 BACKGROUND STUDY.
2.2 STATEMENT OF THE STUDY.
2.3 PURPOSE OF THE STUDY.
2.4 OBJECTIVE OF THE STUDY.
2.5 INTRODUCTION TO THE STUDY
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2.1 BACKGROUND STUDY.
Study about the factors that customer take into consideration before buying the projector.
The factors affected the most while buying the projector. Buying behavior changes with passage of time. Buying behavior changes with every segment of customer.
Trying to understand the customer behavior in connection with a product has
been called mapping the customer’s consumption system, customer activity cycle
or customer scenario.
Consumer buying decision varies depending upon the time available, levels of
perceived risk, type of customers and the degree of involvement a buyer
has with the product.
According to Henry Assael, there are four types of consumer buying behavior,
based on the degree of buyer involvement and degree of difference among the
brands.
The Buying Behaviors are as follows:
1. COMPLEX BUYING BEHAVIOUR – This is usually the case when the
product is expensive, bought infrequently and highly self-expressive.
Example- automobiles. The consumers in this case are highly aware of
the significant difference among the brands and are interested more in the
product attributes and their relative importance, company’s brand and
brand’s benefits compared to the other brands.
2. DISSONANCE REDUCING BUYING BEHAVIOR – This is the case
where consumers are highly involved in the product but sees little
difference in brands. In this case the buyer will shop around to learn what
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is available. If the consumer finds quality difference in the brands, he or
she might go for the higher price. If the consumer finds little difference, he
or she might simply buy on price or convenience.
3. HABITUAL BUYING BEHAVIOR – In some cases where the product is of
low involvement, e.g. salt, consumers keep buying the same product out
of habit instead of looking for any significant differences among the
brands.
4. VARIETY SEEKING BUYING BEHAVIOR – Some buying situations are
characterized by low involvement but significant brand differences. Here
consumers often do a lot of brand switching. This happens in case of
those products which has lots of varieties. For example – cookies.
THE FACTORS THAT CUSTOMERS TAKE INTO CONSIDERATION WHILE BUYING A PROJECTOR:
The major factors that influence a customer while making a purchase decision are price, delivery, brand image, advertising, promotional offer, prompt after sales
service, quality, durability, technology, features, availability, variety etc.
Influencers to a great extent also affect the consumers purchase
decisions. These influencers might be the sales people, friends/relatives,
own interest, others etc.
In the case of projectors, consumers buying decisions were influenced by
technology, after sales service, brand image, price, power consumption, long life
and features.
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BUYING BEHAVIOR CHANGES WITH PASSAGE OF TIME:
Time has great influence on a consumers buying behavior. The buying
behavior of a consumer may change in the context of time of day, year or
season, time elapsed since the last purchase.
For example at one point of time price may be the major influencer for the
purchase decision but with the passage of time technology, features and brand
image have become the major influencers in decision-making.
Same is the case with projectors. Earlier price used to affect the
consumers purchase decisions but with the passage of time resolution and
quality have become the major influencers of consumer purchase decision.
BUYING BEHAVIOR CHANGES WITH EVERY SEGMENT OF CUSTOMER:
The decision-making process is different for the
B2C and B2B segments. There are a fewer buyers in the
organizational context than in the consumer market,
although there can be a number of people associated
with a buying decision in an organization. Orders are
invariably larger and the frequency with which they are
placed is much lower. Moreover, depending upon the
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complexity of the product, the negotiation process may
also take a long time.
However, organizational buyers make decisions, which ultimately
contribute to the achievement of corporate objectives. To make the necessary
decisions, a high volume of pertinent information is often required. This
information needs to be relatively detailed and is normally presented in a rational
and logical style. Moreover different organizations in the B2B sectors will require
different information, as there needs might be different. The marketers’ should try
to address the domain, business and technological needs of the organization.
In case of the projector market similar is the case. For example institutions
need projectors for presentations. Hence technology, visual clearness as well as
price to some extent might influence the purchase decision, whereas in case of
corporate brand image, technology, prompt service might be the major
requirements. Again buying decisions for a medium size business and a large-
scale business might be different.
2.2 STATEMENT OF PROBLEM
To study the factors affecting buying behavior of multimedia projectors marketed by godrej and boyce in bangalore
2.3 PURPOSE OF THE STUDY
Godrej and Boyce mfg co ltd markets the multimedia projectors of PANASONIC and BENQ .So there is always a need to understand the customer behavior or the buying behavior of the customer so that it can increase the sell and add value to their organisation
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Understad the consumer behaviour.
Helps in achieving more customer satisfaction.
Helps to increase the business.
2.4 OBJECTIVE OF THE STUDY
The objectives of the project are :
To understand the buying behavior of multimedia projector.
Factors that are mostly effecting the buying behaviour.
Analyzing the feedback about the projector.
2.5 INTRODUCTION TO THE STUDY
Projector
A projector is equipment for projecting slides or films on to a screen.
Types of Projectors
LCD projectors fall into three broad categories: Ultra Lights, Conference
Room, and Fixed Installation projectors.
Ultra Lights
If one makes frequent presentation while on the road, one has to look for
an ultra light projector. These lightweights have been on a slim-fast diet of late.
The lightest ultra light a year ago was proud to less than ten pounds. The latest
models tip the scales at just less than five pounds.
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Created to serve the mobile business community, ultra lights make up in
portability what they give away in brightness and other extra features. If weight is
an important issue for you, be sure to find out the total weight of the projection
system (cables, remote, case) and not just the projector.
Conference Room
If one is not going to be lugging the projector across the country – maybe
just from room to room – there is a class of projectors less mindful of weight and
more attentive to the performance. Conference room projectors tend to be
heavier, brighter, and more adaptable to the large room than their ultra light
counterparts. Depending on the budget, these projectors come with many extra
features such as a document camera, extra computer ports, remote mousing or a
lased pointing device.
Fixed Installation
The mother of all projectors a fixed or in house projector is usually
assigned a permanent spot in an auditorium or presentation hall. Weighting as
much as one hundred pounds, fixed machines are the most expensive of the
bunch, but they also are the most powerful and versatile. Fixed projectors can
handle different resolutions and image sizes, easily project in large, bright rooms
and often include ceiling mounts for permanent installation.
Multimedia Projector an Essential Business Tool
Projecting the Right Image
It’s frightening to thin that large proportions of business presentation made
in the UK still utilize OHPs and slide projectors. It’s even more worrying when the
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UK companies involved could be pitching for business against German or
American competitors. Until now these countries have led the way in using
multimedia projectors linked to a laptop computer, giving far more professional
and effective results.
However, the UK is catching up with the unit sales increasing by more
than 50% during the last twelve months. The next year will see an explosion in
sales of multimedia projectors especially in ultra portable sector.
As well as the benefit of high quality, high impact PC generated ‘slides’,
presentations using data/video projection can incorporate video clips and sound
allowing the companies to project from a video source such as a VCR or a DVD
player.
No Need to Dim the Lights
Early multimedia projectors had low light output levels meaning they could
only be used in room with blinds or heavy curtains. Even thought the projectors
that can be linked to a computer have been available for the last six or seven
years, it wasn’t until about two years ago that projector brightness increased
enough to allow use in a wider range of environments.
Brightness of projectors is measured in ‘ANSI Lumens’ and whilst early
projectors had ratings of only 200 or so, even latest ultra portable models now
offer 800 ANSI lumens and above. This means that the projector can quite
happily be used in a well lit room with no need to dim the lights. Anyone
considering buying a projector offering less than 500 ANSI lumen should be very
careful about the environment they intend to use it in.
Small is Beautiful
Not only are projectors brighter, they are also smaller. Early ‘portable’
projectors weighed 12 or 13 kg. and were not a viable option for use offsite. The
fastest growing market sector is now ultra portables weighing around 4 kg. and
with a footprint area of an A4 paper. These projectors are revolutionizing
presentation for the so called road warriors constantly traveling from one client
meeting to the next. Because this type of projector is likely to get more knocks
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products that have a light weight but durable magnesium allow case instead of a
plastic one are leading the way.
The next sector up is portable/desktop projectors with weights of between
6-8 kg. these projectors often now have light levels over 1000 ANSI lumens and
are used mainly on site in boardrooms , meeting rooms, training rooms etc. with
occasional use offsite for sales conferences exhibitions etc.
At the top end projectors for fixed installation in large auditoriums, with
brightness ratings of 2000 ANSI lumens or more, have recently been launched,
led by Sanyo with their ground breaking PLC9005.
Pixel Power – the Resolution Dilemma solved
Another factor holding back projector sales until recently was the
resolution. For some time data projectors lagged behind mainstream computer
display technology, offering only SVGA (800 X 600 pixels) resolution. Potential
buyers understandably held back with future proofing concerns. However,
projector technology has now improved to the point where more than 40% of the
projectors sold are now XGA (1024 X 768 pixels) resolution with figure increasing
all the time. No longer do users have to worry about a projector becoming
obsolete in terms of resolution and consequently the flood gates have opened.
Any company purchasing a quality XGA projector now with a brightness level of
at least 600ANSI lumens can expect many years of use without the need to
upgrade.
Plug and Play
One area that still puts people off using multimedia projectors is setting
them up. In reality modern projectors are incredibly east to use and automatically
lock on to just about any standard computer output automatically. In most cases
just a single connection cable is required.
Leave the Computer Behind
Of course on way to overcome connection difficulties is to take away the
requirement for a computer. Market leaders Sanyo have introduces an innovative
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PCMCIA slot on their ultra portable computers. This means that a presentation
can be downloaded from a PC onto a normal type II PCMCIA card. The card is
then inserted straight into the projector so that the presenter can leave their
laptop behind. Not only does this make the projector even easier to use m it also
means around 3 kg. less to carry around. Expect other manufacturers to follow
Sanyo with this feature.
Types of Technologies
There are currently two projector technologies being used by
manufacturers. LCD (Liquid Crystal Display) is the established technology used
by most of the leading manufacturers. Light from a powerful lamp is slit into red,
green, and blue and then channeled through three panels made up of Liquid
Crystal dots or pixels. Electric currents are used to switch individual pixels off or
on in each of the panels thereby letting the different color light through to make
up the image.
DLP (Digital Light Processing) is a newer technology used on some of the
smallest, lightest projectors currently available. Thousands pf tiny mirrors are
used to reflect light in order to produce the picture.
LCD projectors invariable give sharper, clearer data images than DLP
units. DLP projectors normally produce smoother video images. Despite the often
slightly smaller size of DLP projectors the better data quality of LCD projectors
means that LCD technology accounts for around 80% of sales.
The Technical difference between LCD and DLP
LCD projectors usually contain three separate LCD glass panels one each
of red, green and blue components of the image signal being fed into the
projector. As light passes through the LCD panels, individual pixels can be
opened to allow light to pass or closed to block the light as if each little pixel were
fitted with a Venetian blind. This activity modulates the light and produces the
image that is projected onto the screen.
DLP is a proprietary technology developed by Texas Instruments. It works
quite differently than LCD. Instead of having glass panels through which light is
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passed, the DLP chip is a reflective surface made up of thousands of tiny mirrors.
Each mirror represents a single pixel.
In a DLP projector, light from the projector’s lamp is directed onto the
surface on the DLP chip. The mirrors wobble back and forth, directing light either
into the lens path to turn the pixel on, or away from the lens path to turn it off.
In very expensive DLP projectors, there are three separate DLP chips,
one each for red, green, and blue. However, in DLP projectors under $20,000
there is only one chip, in order to define color there is a color wheel that consists
of red, green, blue and sometimes white (clear) filters. This wheel spins between
the lamp and the DLP chip and alternates the color of the light hitting the chip
from red to green to blue; the mirrors turn on and off based upon how much of
each color is required for each pixel at any given moment in time. This activity
modulates the light and produces the image that is projected onto the screen.
The Advantages of LCD Technology
One benefit of LCD is that it has historically delivered better color
saturation. In most single chip DLP projectors, a clear (white) panel is included in
the color wheel along with red, green and blue in order to boost brightest. This
tends to reduce color saturation making the DLP picture appear not quite as rich
and vibrant. However some of the DLP based home theater products now have
six-segment color wheels that eliminate the white component. This contributes to
a rich display of color. And even some of the newer high contrast DLP units that
have a white segment in the wheel are producing much better color saturation
than used to. In the last couple of years DLP technology has gotten much better
at color saturation and accuracy than it used to be. Overall however, the best
LCD projectors still have a slight performance edge in this area. LCD also
delivers a somewhat sharper image then DLP at any given resolution. The
difference here is more relevant for detailed financial spreadsheet presentations
than it is for video. This is not to say that DLP is fuzzy it isn’t. When you look at a
spreadsheet projected by a DLP projector it looks clear enough. Its just that when
a DLP is placed side-by-side with an LCD, the LCD projectors typically produce
significantly higher ANSI lumen outputs than do DLPs with the same wattage
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lamp. In the past year, the DLP machines have gotten brighter and smaller and
there are now DLP rated at 2500 ANSI lumens, which is a comparatively recent
development. Still, LCD competes extremely well when high light output is
required. All of the portable light cannons in the 15 lb weight class putting out
3000 ANSI lumens or more are LCD projectors.
The Weakness of LCD Technology
LCD projectors have historically had two weaknesses, both of which are
more relevant to video than they are to data application the first is visible
pixilation, or what is commonly referred to as the “screen door effect” because it
looks like you are viewing the image through a screen door, the second
weakness is not-so-impressive black levels and contrast which are vitally
important elements in a good video image. LCD technology has traditionally had
a hard time being taken seriously among many home theater enthusiasts (quite
understandably) because of these flaws in image. Three developments have
server to reduce the screen door problem on LCD projectors, firs was the step up
to higher resolutions, first to XGA (1024 X 768) and now to widescreen XGA
(WXGA, 1365 X 768), a format found on the Sanyo PLV-70 and Sony VPL-
VW12HT. Standard XGA resolution uses 64% more pixels to paint the image on
the screen than does an SVGA projector. The inter-pixel gaps are reduced in
XGA resolution, so pixel count improves by another quantum leap. While an XGA
projector uses about 589,000 pixels to create a 16:9 image, a WXGA projector
uses over one million. At this pixel density, the screen door effect is eliminated at
normal viewing distances.
Second the inter-pixel gaps on all LCD machine, no matter what resolution
are reduced compared to what they use to be. So even the inexpensive SVGA-
resolution LCD projectors have less screen door effect than they used to.
The third development in LCDs was the use of Micro-Lens Array (MLA) to
boost the efficiency of light transmission through XGA resolution LCD panels.
Some XGA-class LCD projectors have this feature but most do not. For those
that do, MLA has the happy side effect of reducing pixel visibility a little bas
compared to an XGA LCD projector without MLA. On some projectors with this
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feature, the pixel grid can also be softened by placing the focus just a slight hair
off perfect, a practice recommended for the display of quality video. This makes
the pixels slightly indistinct without any noticeable compromise in video image
sharpness.
Now when it comes to contrast, LCD still lags behind DLP by a
considerable margin. But recent major improvements in LCD’s ability to render
higher contrast have kept LCD machines in the running among home theater
enthusiasts.
The Advantages of DKP Technology
There are several unique benefits that are derived from DLP technology.
One of the most obvious is small package size, a feature most relevant in the
mobile presentation market. Since the DLP light engine consists of a single chip
rather than three LCD panels, DLP projectors tend to be more compact. All of the
current 3 pound mini-projectors on the market are DLPs. Most CD projectors are
five pounds and up.
Another DLP advantage is that it can produce smooth, high contrast video.
DLP has been well received in the home theater world primarily due to two video
quality advantages that were lacking in LCDs – better contrast and the lack of
pixilation. While both technologies have produces improvements in contrast in
the past year, DLP projectors still have a commanding lead over LCDs in this
regard. Leading-edge LCD projectors like the SONY VPL-VW12HT is rated at
1000:1 contrast, and Sanyo’s PLV-70 is rated at 900:1. Meanwhile, the latest
DLP products geared toward home theater like NEC’s HT1000 are rated as high
as 3000:1. Just a year ago the highest contrast ratings we had from DLP were in
the range of 1200:1.
This sudden substantial boost in contrast in derived from Texas
Instruments newest DLP chip design, which increases the tilt of the mirrors from
10 degrees to 12 degrees and features a black substrate under the mirrors.
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These changes produced a significant advance in contrast performance that
simply did not exist a few months ago. Reduced pixilation is another competitive
advantage of DLP technology. In SVGA resolution, DLP projectors have a muted
pixel structure when viewed from a typical viewing distance. Conversely, SVGA
resolution LCD projectors have a clearly visible pixel grid. For this reason, we
don’t recommend SVGA resolution LCD projectors for home theater use except
for those on the most limited of budgets.
In XGA and higher resolution, DLP technology completely eliminates pixel
visibility from a normal viewing distance, and it does so more effectively then the
improved current state of art LCD machines. So in this aspect DLP continues to
hold its historical competitive edge.
The Current State of the Art
The largest developers and manufacturers of LCD technology are Sony
and Epson. These companies have no interest in standing by and letting Texas
Instruments sweep the digital projector market with its competing DLP
technology. So the competition has driven both the LCD makers and Texas
Instruments to improve their respective products in the ongoing battle for the
market share.
While LCD technology has made notable improvements in contrast over
earlier generation machines, DLP maintains its lead in contrast performance,
while LCD projector makers have continued to emphasize latent advantages in
color fidelity and image sharpness for data display. Conversely, DLP color
accuracy and saturation has improved significantly this year, so color
performance on the latest models is much better then it used to be.
Both LCD and DLP are evolving rapidly to the benefit of the consumer.
The race for miniaturization has produced smaller yet more powerful projectors
than we might have even imagined possible just a couple of years ago. Light
output per pound has increased dramatically. All video quality on the best LCD
and DLP projectors now surpass that available in a commercial movie theater.
Projector Central continues to recommend both LCD and DLP projectors
for a variety of applications. For mobile presentation it is hard to beat the current
group of 3 pound DLPs on the market. However LCD products like the Epson
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730c at 4.3 lbs make it clear that LCD is still a very strong contender in the
mobile presentation market. And for larger conference rooms that require higher
light output and greater connectivity, LCD technology holds a commanding lead.
When it comes to home theater, DLP has continued to make competitive
advances in color, contrast, and image stability that have served to make it the
preferred technology for home theater systems. But the fact is that both DLP and
LCD continue to improve and both are capable of delivering much higher quality
video for home theater than they ever were before.
Both technologies have advantages and both have weaknesses. Neither
one is perfect for everything. So the technology war continues.
Projector Pitfalls
Be careful when considering ‘micro portables’ i.e. less than 3 kg. This
latest category of projector offers extreme portability but something one has to
give. Usually this means image quality but it can also mean that the projector has
no zoom lens fitted. Without the flexibility to adjust image size from a particular
distance the presenter is severely restricted as to where they can position the
unit in a room. In fact, micro portables without a zoom lens are something of a
contradiction in terms. Their portable nature means they will be used in a wide
variety of rooms. However this is just when a zoom lens is so important, giving
the presenter the flexibility to adapt to different room settings and layouts.
Although most SVGA projectors will cope with and XGA signal, how they
cope with a resolution other than their native one is very important. Cheaper
SVGA models will compress XGA by simply dropping lines of data giving very
poor image quality. Likewise, low-end XGA projectors will give poor image quality
when expanding out the 800 X 600 signal to fill the full 1024 X 768 area. With so
many SVGA screen laptops around still, how an XGA projector handles the lower
resolution is a key factor that many buyers overlook.
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Quality Counts
The multimedia projector market differs from many others in terms of the
market share controlled by the high quality manufacturers. It would be normal for
the volume sales to go to low end, cheaper product; however this is not the case
in the projector market. Ti seems as though once end users have taken the
decision to invest in a projector they’re not willing to compromise on either image
quality or reliability for the sake of a slightly lower price.
There are almost thirty brands of projectors in the market at present. They
are as follows: Infocus, Philips, Panasonic, BenQ, Toshiba, Sony, Sanyo, Hitachi,
Mitsubishi, Sharp, Plus, 3M, NEC, HP, Optoma, LG, Epson, Barco, Urex, Acer,
Symbol, Cannon, etc. Every brand is trying to increase its market share by
bringing new features and technology in its products.
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3.SECONDARY DATA
3.1 Industry profile.
3.2 Company profile.
3.3 Products and services.
3.4 Profile of sample unit.
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3.1 Industry profile
Electronic Industry
The Indian electronics industry dates back to the 1960’s, was driven
mainly by state and was initially restricted to the development and maintenance
of fundamental communication systems including radio broadcasting, telephonic
and telegraphic communications and argumentation of defense capabilities. Main
players were public sector giants like Bharat Electronics Ltd. and Indian
Telephone Industries Ltd. The late 1980’s and 1990’s saw the liberalization and
globalization of the Indian economy and the electronic industry too witnessed a
boom, mainly in consumer electronics area, driven by a growing middle class
with larger disposable incomes. The 1980’s saw growth rates in 30%, which had
slowed down to 7% by 2000-02, due to various factors such as slowdown in the
Indian economy, saturation of demand in products such as TV’s and increasing
competition from cheaper imports due to a fall in customs duties.
India is the fifth largest economy in the world has the second largest GDP
among emerging economies. Its middle class is 300 million strong and growing.
The spending power of this group has attracted almost all major consumer
electronics palters from Korea, Japan, and USA. They import as well
manufacture locally to sell in the Indian market. India’s burgeoning software
sector is likely to generate huge demand for IT hardware. It is estimated that by
2008, India would export software worth US $ 87 billion, which would generate a
demand for IT hardware to the tune of US $ 50 billion.
Characteristics of the Market
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The Indian IT and electronics market in 2002-03 was worth US $ 20.63
billion of which US $ 12.7 billion consisted of software. Electronics and IT
hardware production stood at US $ 7.93. Some 3,500 units are engaged in
electronics production manufacturing goods as diverse as TV tubes, test and
measuring instruments, medical electronics equipment, analytical and special
application instruments, process control equipment, power electronics
equipments, office equipment, components etc.
Consumer Electronics
Consumer electronics is by far the biggest segment of the total electronics
market in India with a 30% share. In 2002-03, production of consumer electronics
stood at US $ 3.06 billion and increase of 13% from US $ 2.70 billion in 2001-02.
the consumer electronics market has grown at a consistent 10% in the past five
years and almost all the major global names are present in the Indian market,
offering the increasingly discerning consumer a wider choice in terms of
products, quality, technology and prices. The Indian color TV market at 6 million
units is relatively small compared to china but sales have grown at over 25% in a
market dominated by MNCs such as LG, Samsung, Philips, Sony, Panasonic,
etc. the last decade has seen a shift in market preference from B&W TV to Color
TVs. The TV market is likely to see sustained growth as of the 142 million Indian
households that have access to TV, only 42% actually own a TV set. Presently,
more than 40 million homes are connected to cable television and the number
has grown at over 31% in the last 2 years. The flat screen segment has seen
most rapid growth and its share in the overall TV market is likely to increase to
10% in 2 years from the present 5%. India also manufactured 3.8 million B&W
televisions in the same year.
The production of upper end audio /music system reached 1 million sets in
2001-02 from 700,000 in 2000-01, registering an increase of 40%. The combined
production of tape recorders and combination including CD players was 14
million. In the same period VCRs and VCPs recorded a production of 270,000
and their numbers have been steadily falling due to the advent of CD / DVD
players. CETMA says that India would have 15 million DVD players by 2006. The
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production figures for the other major consumer electronic goods include
electronic watches at 18.3 million and electronic clocks at 23.6 million in 2001-02.
Market Trends
The Indian electronic and hardware industry has been lagging behind the
impressive performance of the software sector. Most of the hardware
requirements of the burgeoning software and telecom sectors are met by
imports. The Indian government has recognized the need to increase domestic
output and formulated the Electronic Hardware Technology Park (EHTP) scheme
that offers various concessions for companies that manufacture either electronic
goods or components.
The Ministry of Information Technology, Govt. of India has estimated that
the total requirement of hardware and components by 2008 would be in range of
US $ 160 billion and the investment required in the manufacturing facilities would
be US $ 16 billion. NASSCOM, the leading IT industry body estimated that to
achieve software export target of US $ 87 billion in 2008, the hardware
requirement would be US $ 50 billion. By far the most comprehensive study was
carried out by Ernest & Young in association with MAIT; the hardware industry
has the potential to reach US $ 62 billion by 2010, twelve times its existing size
with the domestic market accounting for US $ 37 billion and exports of US $ 25
billion. The major export opportunities would be in the area of innovative new
products, contract manufacturing and design services. Export of components
would offer an opportunity of US $ 5 billion while that of design and related
services on embedded systems and wireless telecom would be US $ 7 billion by
2010. In the area of contract manufacturing the study says India can gamer 2.2%
of the global market, which would be a US $ 11 billion opportunity.
3.2 Company profile
Ardeshir Godrej
1868-1936
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This indomitable force was born in 1897, when a
young man called Ardeshir Godrej gave up law and turned to
lock-making. He was the first Indian manufacturer to
displace well-entrenched foreign brands from the market.
The word Godrej, etched into the metal of his locks, became a symbol of self-
reliance for the generations that followed. With each new product Ardeshir
changed perceptions about industry in India. He produced the finest security
equipment, and then stunned the world by creating a soap from vegetable oils.
What started as a dream had become a movement. But it was left to another
man to carry it forward. Ardeshir's brother, Pirojsha.
Pirojsha Godrej laid the foundations for a throbbing enterprise at a
sprawling industrial garden township outside Mumbai. It was here that the Godrej
vision took concrete shape. In later years, its extent and scope was expanded
greatly by his sons - Burjorji and Naoroji. To this day, products that compete with
the best in the world continue to emerge from the gates of Pirojshanagar.
Godrej touched the lives of millions of Indians everyday. To them, it is a
symbol of enduring ideals in a changing world. Every product, every new concept
gives shape to their visions of tomorrow.
The Godrej name wields powerful influence even in today's rapidly
transforming social and economic environment. As it strides ahead confidently,
discovering diverse new roles for itself, it gives direction to others
It is the bridge between the future and a hundred years of history. It is a
living code of ethics for Indian industry as it races ahead.
ENDURING VALUES, MODERN VISION
In an economy restless to catch up with the rest of the world, Godrej re-
emerges as a pioneer. The beliefs and practices that helped it grow prove to be
an advantage yet again.
To harness the power of technology is a Godrej tradition. While most
people know the company for its unbeatable locks and sales few are aware that it
also makes significant contributions to the Indian space program. This obsession
ALLIANCE BUSINESS ACADEMY 23
with technology has a dual purpose: to improve existing product lines and to
develop new lines of business. Even as computer-controlled machines
manufacture tooling for appliances and automobiles, research leads the
company into unexplored areas like tissue culture.
As the diverse horizons call out, Godrej steers itself, not just towards
growth but towards building existing strengths. Over the years, the brand Godrej
has become an icon of reliability and good value.
This power in the brand provides a natural inroad into fields like life
insurance and real estate development. Similarly, the company's formidable
marketing and distribution strengths have aided entry into the household insect-
repellent industry, office automation and the telecom sector.
Self reliance finds modern rendition at Godrej. Large investments in
building a team of skilled professionals and developing a dedicated network of
suppliers equip the group to meet a challenging new age. The air at Godrej
buzzes with new fervor as management practices like TQM fall into place. ISO
9000 and Kaizen are the order of the day and process engineering is already
paying off in improved product quality, line efficiency and cost control.
Strong human relationships built Godrej. So it is not surprising that the
company ensures the welfare of its most valuable asset: the people who
comprise it. This band extends to distributors, retailers and suppliers as well,
including them into the fold. The millions of loyal consumers are no less
important. Their satisfaction is one of the yardsticks used to measure the
success of each Godrej division.
Modern and dynamic, Godrej is also a company that succeeds in
endearing itself to the people of India. The secret lies in its ability to never lose
sight of the basic human values it was built on. These are the core strengths and
the very soul of the company.
SECURITY EQUIPMENT
A hundred years ago, Ardeshir Godrej took up safe-making. To this day,
diverse as the enterprise he founded has grown, most Indians associate Godrej
ALLIANCE BUSINESS ACADEMY 24
with security equipment. For, this is the name that still protects the wealth of the
nation and personal belongings in countless homes.
To find proof one need only walk into any bank in India. Here, Godrej
strong-room doors and safe-deposit lockers can be seen in use-skillfully made,
along with a wide range of safes in different sizes, to resist every form of attack.
The oldest business in the group also manufactures a line of fire-resistant filing
cabinets and record-protecting equipment, used extensively in offices and
institutions around the country.
The recently introduced electronic alarm systems are just the beginning of
better things to come as the country's largest manufacturer of security equipment
gears up to meet newer challenges.
CONSUMER PRODUCTS
The name Godrej is inseparable from daily life in India. Seen on products
ranging from safe-deposit lockers to soaps, hair dyes to edible oils and packaged
foods to vacuum flasks, it represents reliability and value. The best example of
this is the Godrej 'Storwel' - the sturdy steel cupboard almost every family owns
or aspires to own.
Every new product strengthens the bond established in 1897 when
Ardeshir Godrej made the first Godrej lock. While the original, tough Navtal
remains popular, Godrej now manufactures a range of locks in every size and
design imaginable. It is one of the few manufacturers in the world to
commercialize the computer-coded dimple-key lock that is virtually impossible to
duplicate or open without its own key.
In 1930, Godrej won the hearts of consumers yet again. All the soaps
available in the country at the time were made of animal tallow - an ingredient
that offended the religious sentiments of Indians. After painstaking research,
Godrej amazed the world by creating soap from vegetable oils. Since then, the
Godrej range of soaps, detergents and personal care products has expanded
vastly to cover various consumer needs. Godrej brand names, like 'Cinthol', are a
part of everyday vocabulary.
ALLIANCE BUSINESS ACADEMY 25
Even as Godrej consolidates its position as leader, it continues to explore
new frontiers. A strategic alliance formed with Procter & Gamble, USA has given
the company access the world -class technology in soaps detergents. An
Alliance with Pillsbury will cater to the growing market for packaged foods. The
group's extensive distribution network has also proved to be an aid to expansion.
Godrej has entered into a joint venture with Fiskars, Finland, to manufacture and
market their well-known range of scissors and cutlery in India.
Godrej, in alliance with Sara Lec, USA, is the leader in the household
insecticides market in India with well-known brands such as 'Good Knight', 'Jet'
and 'Hit'. Godrej is the largest manufacturer of mosquito repellent mats in the
world.
3.3 Product and services
CONSUMER SERVICES
Cover the last century; Godrej has developed strong and close bonds with
consumers, coming to be recognized as a provider of trusted products. It is also
reputed for its exceptional after-sales service with a well-established spare parts
network that stretched nationwide. It is this relationship that allows the group to
expand into the real estate development market today. Here, the Godrej name
stands out as a mark of reliability and professionalism. The expansion was born
of a vision: to provide quality housing, with punctual allotment at a fair price.
Encouraged by the success of this venture, Godrej now plans to enter the
life insurance market - as and when it opens up to the private sector. Godrej is
also involved, in association with Kis of France, in providing instant photographic
and other similar services. Medical diagnostics is yet another area of growth for
Godrej.
APPLIANCES
From Kutch to Calcutta, Kottayam to Kashmir, Godrej continues to be the
largest selling brand of refrigerators in India. The reason for this goes beyond the
ALLIANCE BUSINESS ACADEMY 26
mere fact that the Godrej distribution network extends into the remotest corners
of the country. It lies in he company's ability to listen, adapt, respond. Consumers
and their changing needs are what Godrej tunes into to make its products better,
more user-friendly. While its after-sales service - among the best in the country -
enables Godrej to continually improve customer relations. To build further on
these strengths and grow into a truly global player, it entered into an alliance with
General Electric, USA, a world leader in appliances. The power of the Godrej
brand and the strength of its distribution muscle complemented GE's managerial
expertise, technical strengths and global network. And Godrej-GE Appliances
Ltd. was born in February, 1993.
Today, GGEA is an ISO 9001 certified company across its entire range of
functions. It is the only appliance company, indeed only the second company in
the country to achieve this, under the latest, most stringent 1994 specifications. A
new refrigeration plant was recently inaugurated in Punjab to meet the increasing
demand for refrigerators, while the entire new range of Godrej washing machines
is now rolling out of an advanced new plant in Maharashtra - both of which came
on stream simultaneously! As GGEA gets ready to launch a whole range of
appliances, it stands poised to take its 'Promise of Good Living' into a new era.
OFFICE EQUIPMENT
The Godrej Office Equipment Division boasts of four manufacturing plants,
a steel processing centre, process engineering and design, centre and the
largest distribution network in the country. It is from here that it supplies its
extensive line of office furniture, steel cupboards and industrial and workshop
systems.
The name is a familiar one in every firm and factory. Most offices in India
use Godrej desking, seating and Open Plan Office systems. Unique products and
a wide range enable Godrej to cater to every customer need. To consolidate its
position as leader in the market, Godrej has recently entered into a strategic
alliance with Steel-case of USA. This alliance will provide it access to
international designs and manufacturing. Godrej products are equally popular in
the industrial sector. As the Indian economy opens up and demand increases,
ALLIANCE BUSINESS ACADEMY 27
the product line of heavy storage systems, multi-flex systems, tool cabinets and
tool trolleys is growing rapidly.
As part of its expansion plans, Godrej is not only setting up new
production facilities in India, but has already established bases in Singapore and
Malaysia that allow it to market Godrej Office Equipment throughout the South-
East Asian region.
CHEMICAL AGRO PRODUCT
Godrej is India's leading manufacturer of Olechemicals, and manufactures
a wide range of fatty acids such as stearic, oleic, caprylic, capric, lauric, myristic
and palmitic. It has pioneered several processes in the country such as the
fractionation of fatty acids, high pressure fatty acid hydrogenation and continuous
thin film sulphonation. The company is also a leading manufacturer and supplier
of industrial and pharmaceutical grade glycerine and fatty alcohols.
What began as a vertical integration with its core business of soaps has
led to new achievements in diverse fields. Godrej was the first to manufacture
Alpha Olefins indigenously, capturing world attention by developing a process
that produces Alpha Olefins through the Olechemical route and not the traditional
petrochemical route. Godrej began producing animal feeds more than two
decades ago. Since then, it has grown to be India's largest producer of animal
feeds.
It has developed special feeds for high-yielding milk cattle and for fast-
growing broilers, and won praise the world over for discovering an eco-friendly
botanical pesticide. It also produces plant growth promoters and organic
manures. Godrej has also diversified into the business of palm oil production. It
has used its close relations with farmers to market their produce, such as eggs
and broilers, and to export fruits and vegetables.
OFFICE AUTOMATION
Every secretary in the country recognizes the soft clack of a Godrej
typewriter. For this was the first typewriter made in the country - way back in
1955. Since then, Godrej has emerged a market leader in the field, greatly
expanding the range of office equipment it manufactures and markets. This now
ALLIANCE BUSINESS ACADEMY 28
included manual typewriters in fifteen Indian and fifteen international languages,
electronic typewriters with displays in multiple languages, dot matrix printers,
personal computers and conferencing equipment like electronic white-boards,
CD panels and projectors, overhead and direct projectors.
Capitalizing on its extensive distribution network, Godrej today is
supplying customers with microprocessors and sophisticated geometric software
for design. It also specializes in the distribution and service of products like laser
and ink-jet printers, scanners, plotters, etc from Hewlett-Packard, Panasonic and
Brother.
To enhance its leadership position in distribution, Godrej has entered into
a joint venture with Tech Pacific, Australia - a leading Information/ Office
Automation distributor in the Asia-Pacific region. The new company, Godrej
Pacific Technology Ltd., will have access to Tech Pacific's state-of-art distribution
management systems and expertise. Spurred on by the success of these
products, Godrej has entered into the design, manufacture and distribution of
telephones with a view to participating in the exciting and rapidly expanding
telecommunication sector.
INDUSTRIAL PRODUCTS
The Godrej precision engineering division is the pride of the group. It
supplies critical equipment to core industries ranging from refineries to man-
made fibers and pharmaceuticals to thermal and nuclear power. It also makes
important contributions to the Indian aerospace program.
The Godrej tool room is the place where every new product first takes
shape. One of the most modern in Asia, with an ISO 9001 certification, it
supplies high-precision, complex tooling not only for all Godrej products but also
to leading engineering companies worldwide Its range of sophisticated tooling
services include injection moulds, dies for die-casting, press tools, precision and
special purpose machines. The Godrej machine tool division boasts of many
firsts in its line of standard and custom-built sheet-metal working machines.
ALLIANCE BUSINESS ACADEMY 29
These include hydraulic and mechanical presses, shears, press brakes and
special purpose machines, all conforming to the highest international standards.
In the field of material handling Godrej offers a wide range of diesel and
electric forklift trucks together with a range of specialized accessories like
container spreaders and rotating clamps. India's largest manufacturer, it is well-
known for its excellent engineering and for the range of vital spare parts it
supplies through prompt, nationwide after-sales service.
ENVIRONMENT AND WELFARE
Pirojsha Godrej believed that only by protecting the environment could
one protect mankind. What better embodiment could there be of this credo than
the industrial garden township of Pirojshanagar? Here, every man, woman and
child is taught to love and protect nature.
This legacy was inherited by the Godrej Group which continues the
crusade for a better world through staunch support of afforestation program and
the conservation of wildlife, endangered forests and mangroves. Every year the
Pirojsha Godrej Foundation dedicated its funds towards promoting education,
housing social upliftment, conservation, population management and relief in
natural calamities. Simultaneously, the group works to preserve the rich heritage
of India. The Godrej Dance Academy is a testimony to this.
But where would welfare begin if not at home? Believing in this, Godrej
ensures housing facilities for the thousands of people who work for the
organization. The Godrej School, 'Udayachal', established for the children of
Godrej employees, is now widely recognized for its exemplary teaching methods.
Years ago Ardeshir Godrej acted on his beliefs and his deeds were termed
'Swadeshi' - an expression of pride and love for this country.
Today, as Godrej relentlessly strives to safeguard the environment and
promote social welfare in India, it is this very spirit that is being kept alive.
ALLIANCE BUSINESS ACADEMY 30
CORPORATE PROFILE
Godrej & Boyce Mfg. Co. Ltd.
History
The Company celebrated its centenary in 1997. In 1897 a young man
named Ardeshir Godrej gave up law and turned to lock-making. Ardeshir went on
to make safes and security equipment of the highest order, and then stunned the
world by creating toilet soap from vegetable oil. His brother Pirojsha Godrej
carried Ardeshir's dream forward, leading Godrej towards becoming a vibrant,
multi-business enterprise. Pirojsha laid the foundation for the sprawling industrial
garden township (ISO 14001- certified) now called Pirojshanagar in the suburbs
of Mumbai. Godrej touches the lives of millions of Indians every day. To them, it
is a symbol of enduring ideals in a changing world.
Incorporation
Established in 1897, the Company was incorporated with limited liability
on March 3, 1932, under the Indian Companies Act, 1913.
Combined Sales - Subsidiaries and Affiliates
The Company is one of the largest privately-held diversified industrial
corporations in India. The combined Sales (including Excise Duty) of the
Company, its subsidiaries and affiliates, during the Fiscal Year ended March 31,
2004, amounted to about Rs. 45,000 million (US$ 980 million).
Board of Directors
ALLIANCE BUSINESS ACADEMY 31
J. N. Godrej (Chairman and Managing Director), A. B. Godrej, N. B.
Godrej, V. M. Crishna, K. N. Petigara, B. A. Hathikhanavala, F. P. Sarkari, P. D.
Lam and K. A. Palia and P. P. Shah.
Shareholders
Since its inception, the Company is controlled by the GODREJ family
based in Mumbai, India. Its shares are not listed on any Stock Exchange. About
one-fourth of the Company's share capital is held by Pirojsha Godrej Foundation,
a public charitable trust.
Branches (Sales and Service) and Showrooms
* MUMBAI, Ahmedabad, Bhopal, Jabalpur, Pune
* NEW DELHI, Chandigarh, Faridabad, Ghaziabad, Jaipur, Lucknow
* CHENNAI, Bangalore, Coimbatore, Hyderabad, Kochi, Trivandrum,
Visakhapatnam
* KOLKATA, Bhubaneswar, Guwahati, Patna
The Company has a network of thirty-three Company-owned Showrooms.
Number of Wholesale Dealers: Over 1,000
Number of Retail Outlets: Over 5,000
The company has Representative Offices in Sharjah (UAE), Nairobi (Kenya)
and Colombo (Sri Lanka)
Number of Employees: 10,500 (including 2,500 in sales and service)
Bankers
CENTRAL BANK OF INDIA, Mumbai 400 023
UNION BANK OF INDIA, Mumbai 400 021
ALLIANCE BUSINESS ACADEMY 32
CITIBANK N.A., Mumbai 400 051
BNP PARIBAS, Mumbai 400 001
ICICI BANK LTD., Mumbai 400 021
STATE BANK OF PATIALA, Mumbai 400 021
UTI BANK LTD., Mumbai 400 001
Statutory Auditors
KALYANIWALLA & MISTRY, Chartered Accountants
127 Mahatma Gandhi Road, Mumbai 400 023
Sales (Unconsolidated)
Sales including Excise Duty (Fiscal Year 2003-04): Rs. 15,821 million (US$ 342
million)
Businesses
The Company has the following businesses (with respective ISO
certifications), which manufacture and/or market a wide range of consumer
durables and industrial products:
APPLIANCES: (ISO 9001/14001)
Refrigerators and Washing Machines
FURNITURE AND INTERIORS: (ISO 9001/14001)
Office Furniture, Seating and Desking Systems, Computer Furniture and
Open Plan Office Systems, Office and Home Storwels®, Sofas and Recliners,
Home Furniture, Filing Cabinets and Filing Systems, Book Stacks and Cases,
Sliding/Tambour Door Units, Personal/Industrial Lockers, Customized Storage
Systems, Roll-formed Slides and Components for Furniture.
LOCKS: (ISO 9001)
Padlocks, Cylindrical Locks, Mechanical and Electromechanical door locks
and related hardware.
ALLIANCE BUSINESS ACADEMY 33
SECURITY EQUIPMENT & SOLUTIONS: (ISO 9001 / 14001)
Safes, Strong Room Doors, Safe Deposit Lockers, Cash Boxes and
Coffers, Data Safes, Fire Resisting Safes, Record & Filing Cabinets, Electronic
Coffers, Cash Counting Machines, Fire/Security Doors, Fire and Burglar Alarm
Systems, Video Door Phones, CCTV System, Access Control Systems.
PRIMA COMMUNICATION SOLUTIONS: (ISO 9001)
Multimedia, Slide and Overhead Projectors, Video and Teleconferencing
Equipment, Fax, Photocopiers, Multi-Function Devices, PRIMA Manual
Typewriters (available in over thirty languages), Vending Machines.
STORAGE SOLUTIONS: (ISO 9001 / 14001)
Multi-flex and Heavy Duty Storage Systems, Tool Storage Cabinets,
Gravity-flow, Mobile and Drive-in System Components, Mezzanine Floors,
Cantilever Storage Systems, Workshop Equipment and Special Solutions.
MATERIAL HANDLING EQUIPMENT: (ISO 9001 / 14001)
It includes Forklift Trucks (Diesel, Electric and LPG) and Attachments,
Container Handling Trucks, Warehousing and Personnel Access Equipment,
Spare Parts, Services and Maintenance Contracts.
INDUSTRIAL PRODUCTS: (ISO 9001 / 14001)
Precision Tooling (Press Tools / Plastic Injection Moulds / Vacuum
Forming Moulds / Pressure Die-Casting Dies), Special Purpose Machines, High
Precision Components / Equipment for Engineering and allied industries, Sheet
Metal Working Machines – Sales and Service.
PROCESS PLANT AND EQUIPMENT (ISO 9001, ASME ‘U’, ‘U2’, ‘S’ and ‘R’
Stamps, SQL ‘M’ Stamp China)
ALLIANCE BUSINESS ACADEMY 34
Pressure Vessels, Columns, Reactors, Electro polished Reactors, Shell &
Tube Heat Exchangers, Trays, Tower Internals and other Custom-built
Fabrication.
CONSTRUCTION AND REAL ESTATE: (ISO 9001 / 14001)
It includes Ready Mix Concrete, Construction Projects, Property
Development, Horticulture and Envirotech Services.
ELECTRICAL AND ELECTRONICS SERVICES: (ISO 9001 / 14001)
It includes Electrical Power Distribution System, Compressed Air Control
System, Electronic Technology Solution Provider (Hardware, Software,
Retrofitting, Process Control and Instrumentation, Industrial Automation), and
Energy Conservation.
PRIMA DIVISION
The Prima Division of Godrej & Boyce Manufacturing Company Ltd. has
introduced an array of international conferencing solutions for business
presentations. Tying up with world leaders in the area of complete conferencing
solutions makes Godrej a one stop shop for conferencing equipment.
High tech products from world leaders in business presentations and
conferencing equipment include Multimedia Projectors from Panasonic & Acer,
Portable Overhead Projectors from Anders + Kern; Slide Projectors from Kodak,
Audio-Conferencing Equipment form Polycom, Video Conferencing Equipment
from Tandberg and Polycom and Electronic White Boards from Panasonic. To
complete the range, also available is Godrej's very own Prima Vision -- Overhead
Projectors.
Our model GODREJ PRIMA holds over 70% market share in the domestic
market and also competes favorably in the global market. All this has been
possible, thanks to Godrej's expertise in the area of Office Automation. Our
strong nationwide sales & service force of dedicated and experienced people,
believe in going beyond selling products, to provide total solutions.
ALLIANCE BUSINESS ACADEMY 35
3.4 Profile of sample unit
The research is an effort to study “The factors affecting buying behavior of
multimedia projectors in Bangalore”. A survey of many organizations and
educational institutes is conducted in general to derive the conclusion, as it is
very difficult to use the probability sampling to select the representative sample.
The whole sample size is divided in to the professional educational
institutes ,degree colleges ,large organizations and small organizations For the
purpose of the study organization end educational institute were segmented into
four segments:
1. Degree colleges
2. Professional educational institute
3. Large organizations.
4. Small organization
ALLIANCE BUSINESS ACADEMY 36
4.METHODOLOGY
4.1 RESEARCH DESIGN.
4.2 SAMPLE DESIGN.
4.3 SOURCES OF DATA.
4.4 INSTRUMENTATION TECHNIQUES.
4.5 SOFTWARE USED FOR DATA ANALYSIS.
ALLIANCE BUSINESS ACADEMY 37
3.1 Research design
A research design is purely and simply the framework or plan for a study tat
guides the collection analysis of data. The research design is the conceptual
structure within the research and analysis of data. This particular market
research study can be characterized as descriptive in nature.
The first step in such a descriptive study is to understand and familiarize
about multimedia projector. Then guide at Godrej has given the general
introduction about the company and the product. After that objective of the study
is formulate with the help of college guide. A questionnaire is prepared covering
all aspects required for the study. Then appropriate sampling technique is
adopted for fieldwork. The data is collected from 100 organizations in different
parts of Bangalore. Analysis and interpretation of the data collected is done and
appropriate conclusions suggestions are provided.
In the study the descriptive research design is chose for the following
reasons:
i. Our objectives are clearly formulated.
ii. Our techniques of data collection are planned.
ALLIANCE BUSINESS ACADEMY 38
iii. Selection of the sample (sample size) is planned.
iv. It helps in obtaining complete and accurate information needed for the
study.
v. It helps in knowing the proportion of people in a given population who
have behaved in a given particular manner for an analysis.
vi. It helps in determining the relationship between two or more variables.
4.2 Sample design
The study was conducted in Bangalore city where there are approx 500
organizations. In research survey it is not possible to conduct the entire
population for the cost, time and energy involved. Therefore research has to plan
or establish a sample or the representative group from whom the information
may be collected. A sample is only a proportion of the universe or the whole
population from which it is drawn. In this study the sector were software,
manufacturing, educational institutes, government offices, medical, banks, etc.
4.2.1 Definition of Population
The study was conducted in Bangalore city that has approx 500
organizations. Out of this population, 100 samples have been collected; the
break up of the sample size was on the following parameters:
The respondents are taken from all kinds of organizations. The respondents have
been chosen on convenient basis. These respondents are the system
administrators/ admit manager/ facilities manager/ director of software
companies, government offices, bank, medical, manufacturing, educational
institutes etc.
ALLIANCE BUSINESS ACADEMY 39
4.2.2 Sample Size
It is not possible to cover the entire population, due to time constraint. The
organizations are selected conveniently for the study, however the selected
sample was homogenous, i.e. there was no bias in selection of the sample. The
sample size taken for the study was 100.
4.2.3 Sample Technique Adopted
The sample technique adopted for the study was non-probability
convenient sampling. Organizations are drawn from the population in such a way
that each element has the same probability of being chosen.
4.3 Sources of data
Data collection is a key activity in marketing research. The design of the data
collection method is the backbone of research design. For this study, the data
from two sources have been gathered:
4.3.1 Secondary Data
4.3.2 Primary Data
4.3.1 Secondary Data
In this study the sources of collecting secondary data are magazines,
trade journals, publications of books, data provided by the Godrej & Boyce Mfg.
Co. Ltd., brochures, catalogues, internet etc. In this study main source of data
collected is the primary data using the method of direct personal interviews
through structural questionnaire.
4.3.2 Primary Data
ALLIANCE BUSINESS ACADEMY 40
In this study the primary data used were collected from end-users of
different organizations through personal/ direct interviews and telephonic
interviews with the help of structured questionnaire.
4.4 Instrumentation technique
A single set of questionnaire was used to collect information from the respondents .A series of open ended and close ended questions were used toAscertain information from the respondents.
4.5 Software used for data analysis
Microsoft word and excel are used for the documentation and the data analysis part of the project .
ALLIANCE BUSINESS ACADEMY 41
5.PRESENTATION DATA ANALYSIS OF DATA AND INTERPRETATION
5.1 INTRODUCTION DATA ANALYSIS.
5.2 TABLE PRESENTATION OF DATA.
5.3 CHARTS AND GRAPHS.
5.4 INTERPRETATION OF EACH QUESTION.
5.5 SUMMARY AND FINDINGS.
ALLIANCE BUSINESS ACADEMY 42
5.1 INTRODUCTION OF DATA ANALYSIS
In order to extract meaningful information from the collected data, data analysis
is carried out. The data is first classified, coded, edited and tabulated for the
purpose of analyzing and interpreting the same.
After tabulating the data must be analyzed, researcher often uses
statistical interpretation which concentrates on what is average or what deviates
from an average statistical interpretation, show widely the response vary and
how they are distributes in relation to the variable behind measured statistical
market rely on estimate of expected errors or deviation from the two values of
population. Alternatively, the collected data has been analyzed by using tables
and graphs.
5.1.1 SEGMENTATION
To study the buying behavior of the customers the segmentation has to be done
properly because the need for the every segment is different in different sector
and in different category.
Corporate
1. Large organization.
2. Small organization.
ALLIANCE BUSINESS ACADEMY 43
Educational institution
1. Degree colleges (not professional education)
2. Professional colleges (MBA,Engineering,Medical)
For the analysis each segment has to be taken differently because the usability
varies along with the learning behavior of the candidates.
5.2.1 Type of projectors the degree colleges own
TABLE 5.1
TYPE OF PROJECTOR RESPONDENTS PERCENTAGE
LCD 5 19.2DLP 0 0OHP 21 80.7
TOTAL 26 100
GRAPH 5.1
ALLIANCE BUSINESS ACADEMY 44
INTERPRETATION
From this graph it can be understood that that in degree colleges OHP projectors
are more accepted because the price is less simple to use and they don’t have
that much requirement of presentations.
5.2.2 Types of projectors in professional colleges
TABLE 5.2
TYPE OF PROJECTOR RESPONDENTS PERCENTAGE
LCD 18 66.6DLP 2 7.4OHP 4 14.8TOTAL 27 100
GRAPH 5.2
ALLIANCE BUSINESS ACADEMY 45
INTERPRETATION :
From this graph it can be understood that that in professional colleges LCD
projectors are more accepted because in the professional colleges the
presentations are very frequent and the usage of computer is also high so they
use more of LCD projectors. Now a days they also started using DLP projectors
for their conference room.
5.2.3 Types of projectors in large corporate
TABLE 5.3
TYPE OF PROJECTOR RESPONDENTS PERCENTAGE
LCD 16 64DLP 8 32OHP 1 4TOTAL 25 100
GRAPH 5.3
ALLIANCE BUSINESS ACADEMY 46
INTERPRETATIONFrom this graph it can be understood that that in large corporate LCD and DLP
projectors are more accepted because for them price is not the issue the quality
is only concern and with this two type best quality of projection can be achieved,
OHP is getting obsolete day by day.
5.2.4 Types of projectors in small and medium organization
TABLE 5.4TYPE OF PROJECTOR RESPONDENTS PERCENTAGE
LCD 20 80DLP 3 12OHP 1 4TOTAL 25 100
GRAPH 5.4
ALLIANCE BUSINESS ACADEMY 47
INTERPRETATIONFrom this graph it can be understood that in small corporate LCD projectors are
more accepted because by that quality can be achieved at moderate price
because DLP projectors are more expensive and that cant be afforded by small
organization.
HOW THE CONSUMER BEHAVIOR DIFFERS WITH EACH
SEGMENT
From the above graphs it can be interpreted that the consumer behavior changes
with every segment according to the need .As we have see din degree colleges
OHP projector is enough but in the case of professional institutes LCD is more
accepted ,but in the large organization DLP and LCD both are accepted.
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5.2.5 Factors affecting the most while buying the projectors in degree colleges according to the preference.
TABLE 5.5ATTRIBUTE NO OF RESPONDENT PERCENTAGEPRICE 25 39.6AFTER SALES SERVICE
10 15.8
POWER CONSUMPTION
1 7.9
BRAND IMAGE 10 20.6LONG LIFE 13 31.7
GRAPH 5.5
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INTERPRETATIONThe table and graph 5.5 shows the factors that affect buying behavior amongst customers in degree college. Price is the most important factor with almost 40 % of the respondents opting for it. Second came long life followed by brand image ,after sales and power consumption.
5.2.6 Factors affecting the most while buying the projectors in professional colleges according to the preference.
TABLE 5.6ATTRIBUTE NO OF RESPONDENT PERCENTAGEPRICE 14 21.2AFTER SALES SERVICE
13 19.6
POWER CONSUMPTION
4 6.06
BRAND IMAGE 23 34.8LONG LIFE 12 18.1
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Graph 5.6
INTERPRETATION
The table and graph 5.6 shows the factors that affect buying behavior amongst customers in Professional college. Brand image is the most important factor with almost 35 % of the respondents opting for it. Second came price followed by after sales long life and power consumption.
5.2.7 Factors affecting the most while buying the projectors in large corporate according to the preference.
TABLE 5.7ATTRIBUTE NO OF RESPONDENT PERCENTAGEPRICE 10 15.8AFTER SALES SERVICE
22 34.9
POWER CONSUMPTION
2 3
BRAND IMAGE 17 26.9LONG LIFE 12 19
GRAPH 5.7
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INTERPRETATION
The table and graph 5.7 shows the factors that affect buying behavior amongst customers in large organization. After sales is the most important factor with almost 35 % of the respondents opting for it. Second came brand image followed by long life, price and power consumption.
5.2.8 Factors affecting the most while buying the projectors in small corporate according to the preference.
TABLE 5.8ATTRIBUTE NO OF RESPONDENT PERCENTAGEPRICE 18 22.5AFTER SALES SERVICE
16 20
POWER CONSUMPTION
2 11.1
BRAND IMAGE 24 28LONG LIFE 20 25
GRAPH 5.8
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INTERPRETATIONThe graph 5.8 shows that brand image is the most important factor but price, after sales, and long life also plays major role in the buying decision in this segment.
FACTORS AFFECTED MOST IN EACH SEGMENT BEFOR BUYING A PROJECTOR.
The graphs 5.5,5.6,5.7,5.8 are helpful to understand the factors affecting the buying behavior in each segment.
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In degree college segment the price is the major factor because there is always a barrier in investing so much for the technology.
While in the professional education segment brand image and after sales service is seen before the price because they are ready to pay for good technology which is useful to them.
While in Large corporate it is seen that after sales and brand image are seen mostly because they want the best product to be delivered to them and cost is not a major concern for them.
Small corporate is the segment where except the power consumption every factor plays a major role because they used to consider every aspect before going for a technology.
5.2.9 Consumer Behaviour changes with passage of time in terms of resolution in educational institutes.
TABLE 5.9RESOLUTION RESPONDENTS PERCENTAGEXGA 36 58SVGA 10 16.1UXGA 1 1SXGA 15 24.1
GRAPH 5.9
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INTERPRETATION
The graph 5.9 shows that how the customer behavior is changing with the passage of time as 58 % customers are preferring XGA resolution which is pretty good where earlierThey used to prefer the OHP or the LCD projectors with very low resolution.
5.2.10 Consumer Behavior changes with passage of time in terms of resolution in corporate.
TABLE 5.10RESOLUTION RESPONDENTS PERCENTAGEXGA 17 26.9SVGA 8 12.6UXGA 32 50.7SXGA 6 9.5
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GRAPH 5.10
INTERPRETATION
The graph 5.10 shows that there is a change happening in corporate customers behaviour because most of them were using the SVGA resolution now they want to switch to UXGA which is very high resolution.
5.2.11 Consumer Behavior changes with passage of time in terms of Brightness in educational institutes.
TABLE 5.11RESOLUTION (lumen) RESPONDENTS PERCENTAGE1000 8 12.91000-1500 14 22.51500-2000 37 59.62000-2500 3 4.8
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INTERPRETATION
The graph 5.11 shows that educational institutes are drifting towards the brightness of 1500-2000 lumen where they were using 1000 lumen.
5.2.12 Consumer Behavior changes with passage of time in terms of Brightness in corporate.
TABLE 5.12RESOLUTION (lumen) RESPONDENTS PERCENTAGE1000 2 4.61000-1500 7 16.2
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1500-2000 12 27.92000-2500 22 51.1
GRAPH 5.12
INTERPRETETION
The graph 5.12 shows that the consumer behavior in corporate has changed drastically with the passage of time majority of them are looking for the brightness of about 2000-2500 in the future.
5.2.13 Consumer Behavior changes with passage of time in terms of portability of projectors in educational institutes and corporate.
TABLE 5.13WEIGHT (kg) RESPONDENT PERCENTAGE< 1 71 79.71-2 18 20.22-3 0 0
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GRAPH 5.13
INTERPRETATIONThe graph 5.13 shows that in both the segment that is corporate or in educational institute this behavior is common both want the portability in terms of weight that’s the percentage is so high that is 79.7% .
5.2.14 Consumer Behavior changes with passage of time in terms of contrast ratio of projectors in educational institutes.
TABLE 5.14CONTRAST RATIO RESPONDENTS PERCENTAGEHIGHER 12 25.5MEDIUM 29 61.7LOWER 7 14.8
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GRAPH 5.14
INTERPRETATIONThe graph 5.13 shows that in educational institutes around 62 % customers are looking for medium contrast ratio in future, because in educational institutes very high quality pictures are not required for the presentation.
5.2.13 Consumer Behavior changes with passage of time in terms of contrast ratio of projectors in corporate.
TABLE 5.15CONTRAST RATIO RESPONDENTS PERCENTAGEHIGHER 23 57.5MEDIUM 15 32.5LOWER 2 5
GRAPH 5.15
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INTERPRETATIONThe graph 5.14 shows that in future customers are looking for high contrast ratio in their projectors .So the consumer behavior is changing as they are switching from medium contrast ratio to high contrast ratio.
5.5 SUMMARY OF FINDINGS
In degree colleges 80 percent of the consumers prefers the OHP projectors over the multimedia projectors ,the preference for multimedia projector is 19.2 percent.
In professional education colleges 66.6 percent of the consumers prefers LCD projectors, Second came OHP projectors with 14.8 percent and finally DLP with 7.4 percent.
In large corporate, LCD projectors were the most preferred with 64 percent followed by DLP with 32 percent and OHP with 4 percent.
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In small corporate, LCD again emerged the top favorite with 80 percent followed by DLP with 12 percent and OHP with 4 percent.
The educational institution segment has been further subdivided into degree colleges and professional colleges as both their buying patterns differ. Amongst them the factors that affected buying behavior in degree colleges most were as follows-
o Price – 39.6 percento Long life – 36.7 percento Brand – 20.6 percento After sales – 15.8o Power – 7.9 percent
For professional colleges, the factors that affected buying behavior were as follows-
o Brand – 34.8 percent o Price – 21.2 percento After sales – 19.6 percento Long life – 18.1 percento Power – 6 percent
In large corporate, factors that affected buying behavior were as follows-o After sales – 34.9 percent o Brand – 26.9 percento Long life – 19 percento Price – 15.8 percento Power – 3 percent
In small corporate, the factors that affected buying behavior were as follows-
o Brand – 28 percent o Long life – 25 percento Price – 22.5 percento After sales – 20 percento Power – 11.1 percent
Resolution needs change in the long run and in future, the educational institutions expressed the following resolution preferences –
o XGA – 58 percent o SXGA – 24.1 percent
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o SVGA – 16.1 percento UXGA – 1 percent
Future resolution needs of the corporate are – o XGA – 26.9 percent o SXGA – 12.6 percento SVGA – 50.7 percento UXGA – 9.5 percent
Brightness needs change in the long run and in future, the educational institutions expressed the following brightness preferences –
o 1000 lumen – 12.9 percent o 1000-1500 lumen – 22.5 percento 1500-2000 lumen – 59.6 percento 2000-2500 lumen – 4.8 percent
Future brightness needs of the corporate are – o 1000 lumen – 4.6 percent o 1000-1500 lumen – 16.2 percento 1500-2000 lumen – 27.9 percento 2000-2500 lumen – 51.1 percent
Weight needs change in the long run and in future, the educational institutions and corporate expressed the following weight preferences
o Less than one kg. – 79.7 percent o One – two kg – 20.2 percento Two – three kg – 0 percent
The contrast ratio needs too change in the long run and in future, the educational institutions expressed the following contrast ratio preferences
o Higher – 25.5 percent o Medium – 61.7 percento Lower – 14.8 percent
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The contrast ratio needs too change in the long run and in future, the corporate expressed the following contrast ratio preferences
o Medium – 32.5 percento Higher- 57.5 percento Lower – 5 percent
6 CONCLUSIONS AND RECOMMENDATION
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6.1 CONCLUSION FROM THE STUDY.6.2 RECOMMENDATION6.3 SUGETION FORANY FURTHER STUDY.
6.1 CONCLUSION FROM THE STUDY
The conclusion that can be drawn from the study is the buying behavior of the consumer which very important to understand for any organization before marketing the product changes with every segment because the need of each
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segment is different and the constraints of buying are also different so every product cannot be targeted to every segment and the products are different for each segment.
From the study it is evident that OHP projector are accepted in degree colleges while in the professional educational colleges LCD projectors are more popular. In case of large corporate DLP and LCD both the projectors are popular but OHP is not. In small corporate also LCD projectors are mostly used.
Factors that are effecting the buying behavior is also changing with every segment as we have seen in degree colleges price and long life is the most dominating factor while in professional institutes price doesn’t play a major role in place of that brand image plats major role. In large corporate after sales service and brand image plays a major role but in case of small corporate except power consumption every factors influences the buying decision.
From this study it is also evident that buying behavior changes with the passage of time as in degree college earlier they used to use OHP with low resolution brightness but now they are looking for high resolution and brightness with portability, its same with corporate also they are looking towards very high resolution and brightness more than the institutes in future.
Portability is the factor where the corporate and institutes thinks the same both want projectors weigh less than a kg.
6.2 RECOMMENDATION
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Godrej and Boyce should promote the products which are little less in price to the degree colleges.
While targeting to the professional educational institutes the quality should be good and price should also be competitive.
In large organization Godrej and Boyce should promote the high end product which have the advanced technology and good brand image because they want the best at any cost.
In the small organizations all the feature should be included in the product along with the competitive price because they looks all the factors deeply before going for the product.
Power consumption is the factor which doesn’t affect the sale in any segment so they can forget of this factor while promoting.
In future every customer want the projector with a less than one kg of weight so they should try to make projectors which are less than one kg of weight.
In institutes brightness which they are looking into future is between 1500-2000 so the company should promote projectors with that brightness only.
In corporate brightness which they are looking into future is between 2000-2500 so the company should promote projectors with that brightness only.
In institutes contrast ratio which they are looking into future is medium so the company should promote projectors with medium contrast ratio only.
In corporate contrast ratio which they are looking into future is higher so the company should promote projectors with that contrast ratio only.
6.4 SUGGESTION FOR THE FUTURE STUDY
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This study has been conducted in Bangalore where extensive coverage has been done for the educational institutes and corporate with a sample size of 100 ,the future study can be done in other big cities of India where Godrej and Boyce has their branch office with a greater sample size so that the buying behavior can be understood more easily.
The company can embark on the suggestions provided in this project and after one or two years conduct another similar survey to see whether the activities have bore fruit and also conduct a market share study to analyze it position compared to what it was previously.
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