A project on customer Percieveness

7/24/2019 A project on customer Percieveness

1/40

1

A project on

Customer Percieveness


2/40

2

CHAPTER 1


3/40

3

1.1 INTRODUCTION TO THE STUDY

In the present industrial scenario, The marketers have taken a lead in utilizing this

growth in communication technology to their advantage by resorting to direct marketing

to get into regular touch with their customers/potential customers. The mobile phone

owners are given a call (either, recorded or manual or sms) to inform about the

companys product/service and promotion schemes there upon.

To the customer it may bring different responses. They may be happy to receive

such calls or may be annoyed, inconvenienced, or even psychologically harmed by

numerous hang!up calls during the day. Thereon it becomes interesting to find out that

which are the products and services that are fre"uently marketed and which products andservices are readily accepted by customers through this medium. It is important to know

the perception and attitude of the customers toward telemarketing for its success.

The ob#ective of this paper is to understand the effectiveness of perception of

customers for marketing, perceived benefits derived by the company and their overall

attitude towards marketing. Towards this ob#ective the paper is organized as follows. The

following sections will provide background and e$amine the general literature on this

topic, its forms, advantages and disadvantages. %ollowing sections describes the research

design, present the data analysis, research findings, suggestions and conclusions.


4/40

4

1.2 INDUSTRY PROI!E

The &lectronics Industry in India took off around '* with an orientation

towards space and defense technologies. This was rigidly controlled and initiated by the

government. This was followed by developments in consumer electronics mainly with

transistor radios, +lack -hite television alculators and other audio products. olor

Televisions soon followed. In '0 a significant year in the history of television in India

1 the government allowed thousands of color television sets to be imported into the

country to coincide with the broadcast of 2sian 3ames in 4ew 5elhi. '* saw the

advent of omputers and Telephone e$changes, which were succeeded by 5igital

&$changes in '. The period between '6and '7 was the golden period forelectronics during which the industry witnessed continuous and rapid growth.

%rom '' onwards, there was first an economic crises triggered by the 3ulf -ar

which was followed by political and economic uncertainties within the country. 8ressure

on the &lectronics Industry remained through growth and developments have continued

with digitalization in all sectors, and more recently the trend towards convergence of

technologies. 2fter the software boom in mid '7s Indias focus shifted to software,

while the hardware sector was treated with indifference by successive governments.

9oreover the steep fall in custom tariffs made the hard ware sectored the hard ware

sector suddenly vulnerable to international competition. In ': the IT2 agreement was

competition. In ': the IT2 agreement was signed at the -T; where India committed

itself to total elimination of all customs duties on IT hardware by 077*. In the subse"uent

signed at the -T; where India committed itself to total elimination of all customs duties

on IT hardware by 077*. In the subse"uent years, a number of companies turned sick and

had to be closed down. 2t the same time companies like 9oser +aer,


5/40

5

1." CO#PANY PROI!E

1.".1 $ERA!A STATE E!ECTRONICS DE%E!OP#ENT CORPORATION !TD

Aeltron is Indias first and largest electronics corporation in the state sector.

Aeltron has been a catalyst in making electronics work in almost every aspect of daily

life, since ':?.

Aeltron specializes in the assimilation, adoption and integration of technology for

creating innovative solutions. Its strength lies in the stable foundation and e$perience

built over the years, its strong human capital, its nationwide network and its ability to

adapt itself to change.

Aeltron, Aerala state &lectronics 5evelopment orporation Bimited, is a public

sector &lectronics ompany located in Aerala. It is head"uartered at the capital city of

Aerala, Thiruvananthapuram. The company is under the direct control of the state

government of kerala.

The registered name of the company is Aerala


6/40

6

systems, Aeltron today is fully geared to offer high "uality integrated manufacturing

solutions.

2 strong infrastructure, enterprising team of people, innovative operationalmethods, accent on "uality and customer orientation are the core competencies of the

organization which has made things happen all these years. Aeltron e$pertise in high

"uality manufacturing is the direct result of the skilled, multi disciplinary team of

graduate engineers, pro#ect managers and a skilled workforce with a proven track record

in comple$ precision manufacturing. urrently Aeltron employs a work force of 0777 of

which 677 are engineers who possess e$tensive hands on e$perience in technology

integration and adoption, high tech manufacturing operations and in managing turnkey

pro#ects. 9an power in space electronics section has been specially trained at Indian


7/40

7

that suit the industry re"uirements. Aeltron offers a wide range of industry recognized

certificate, diploma and post graduate diploma courses.

Aerala Tool room Eesearch Training entre (A&BTE2), sponsored by Aerala


8/40

8

8roducts

TF


9/40

9


10/40

10

includes government departments, "uasi!government institutions and some of the high!

profile E5 institutions such the F


11/40

11

8roduct 8rofile

Turn!key


12/40

12

9a#or customers include 4uclear 8ower orporation of India Btd. (various

atomic power plants like 928


13/40

13

9etalized 8lastic %ilm apacitors

eramic 5isc apacitors

arbonJ9etal %ilm Eesistors

8iezo &lectric Huartz rystals

1."." $E!TRON CO#PONENT CO#P!E3 !TD4 $ANNUR

Aeltron omponent omple$ Bimited is a 3overnment of Aerala undertaking

promoted by Aerala


14/40

14

9= series motor start capacitors have been investigated and approved by =B I45I2

BT5, a subsidiary of =nderwriters Baboratories Inc.

The ompany is the subsidiary of the Aerala


15/40

15

1.".6 #ISSION

To transform itself to one of the 4avaratna corporations of the country. To

achieve this mission, the organization has set a clearly defined strategy in motionencompassing its core strength.

1.".7 O)8ECTI%ES

The company aims at providing ma$imum satisfaction to its customers by

facilitating goods and services that meet their desired level of e$pectation. The company is also committed to achieve its goals with the involvement of

employees of all levels.

1.".9 :UA!ITY PO!ICY

C-e aim at ma$imum satisfaction to our customer by providing goods that meet their

re"uirement. -e are committed to achieve our policy with the involvement of the

employees at all level through a well defined Huality 9anagement


16/40

16

1.".1=UNCTIONA! DEPART#ENTS O $E!TRON CO#PONENT

CO#P!E3 !TD4 $ANNUR1.5 O)8ECTI%ES O THE STUDY

8EI92EK ;+&TIF&

To study about effectiveness of consumer perception among consumers and how

it affects their buying behaviour towards Aeltron omponent omple$ Btd,

Aannur products.


17/40

17

1.6 RESEARCH PRO)!E#

This study helps the organization to evaluate its marketing methods as per

perception of consumers towards organization. It helps to understand the effectiveness of

consumer perception to the organization.


18/40

18

1.9 !I#ITATIONS O THE STUDY

The study was conducted based on a "uestionnaire so that the result will be

limited to the data collection. The study was conducted on some selected consumers of the Aeltron omponent

omple$ BtdL it may not reflect the opinion of all the consumers of the company. 4on 2vailability of some information due to the confidential reason, which limits

the scope of the study. The study was conducted on the consumer perception which needs a detailed

e$planation, with a short period. It was not that much easy to conduct a study.


19/40

19

CHAPTER 2

RE%IE> O !ITERATURE


20/40

20

RE%IE> O !ITERATURE

2.1 RE%IE> O !ITERATURE

India is among the fastest-growing markets and has been identied

as one of the signicant otentia! markets for the comanies"

#$ra!ikrishnan %"& co$ntr' manager at e%a'(s India e)!ains that

Indian cons$mers toward b$'ing high margin rod$cts s$ch as c!othes

and shoes as is the trend among e%a' shoers in the *est rather than

e!ectronic gadgets and books& which are the most o$!ar choices now

b$t command !ower rot margins and are !ess fre+$ent $rchases"

,ons$!ting rm echnoak redicts a .70-bi!!ion ann$a! market b' 2020&

$ from .600 mi!!ion now& which is /$st 0"05 of g!oba! on!ine shoing"

%a' itse!f estimates India(s on!ine shoing market in 2012 wi!! grow

c!ose to 100"

Eamanathan hari(07'') observed from their study that due to the recent

changes in the demographic system of consumers, and the awareness of "uality

conscious consumption, consumers preferred to buy different products both from theorganized and unorganized retailers.

oseph,


21/40

21

was partly based on functional attributes and partly on psychological attributes . In

functional attributes he included variety of commodities, layout, location, price value

relation, and service that consumers could independently compare with other stores.

-hereas in psychological attributes attractiveness and lavishness symbolized special

attributes of that store.

9un#al, Aumar, 4arwal, (07'') through their research concluded that the

kirana shops being affected by malls is only a myth. @e further concluded that in spite

of the available opportunities to the organized retail to grow in India these kirana shops

also were benefited from this growing economy.


22/40

22

3upta, (07'0) concluded in her study that store attributes like convenient

operating hours and accessibility were the factors which lead to customer loyalty and not

store appearance.


23/40

23

RESEARCH #ETHODO!O0Y

".1 Rese'rc/ Desi,n

C2 research design is the arrangement of conditions for collection and analysis

of data in a manner that aims to combine relevance to the research purpose with

economy in procedureD

"." Perio- o stu-*

The research period of the study has from '6 anuary 07' to 7? %ebruary 07'

in Aeltron omponent omple$ Btd, Aannur.

".5 Are' o stu-*

The


24/40

24

".< St'tistic'( Too(s 'n- Testin,

The collected data has been analyzed with the help of


25/40

25

5.1 PERCENTA0E ANA!YSIS TA)!ES

T2+B& 4; ! 6.'.7'

T2+B&


26/40

26

T2+B& 4; ! 6.'.70

T2+B&


27/40

27

T2+B& 4; ! 6.'.7?

T2+B&


28/40

28

T2+B& 4; ! 6.'.76

T2+B&


29/40

29

PRODUCTS RE:UENCY PERCENTA0E

START CAPACITOR 7 2=

#ETA!IED P!ASTIC I!#

CAPACITOR

7 2=

CERA#IC DISC CAPACITOR 5 1".""

CAR)ON#ETA! I!#

CAPACITOR

5 1".""

PIEO E!ECTRIC :AURT

CRYSTA!

6 17.79

A!U#INIU# E!ECTRO!YTIC

CAPACITOR

6 17.79


30/40

30

A%ERA0E 1 ".""

POOR 1 ".""


31/40

31

T2+B& 4; ! 6.'.7:

T2+B&


32/40

32

T2+B& 4; ! 6.'.7

T2+B&


33/40

33

T2+B& 4; ! 6.'.7

T2+B&


34/40

34

T2+B&


35/40

35

T2+B&


36/40

36

T2+B&


37/40

37

6.1 INDIN0S

;ut of ?7 respondents 0' consumers i.e. :7O of the total respondents are from

the category of duration less than or e"ual to ' year, ?7O of the respondents are

buying products for more than ' year. :7O of the total respondents buy products occasionally, 07O of the respondents

are buying products monthly, '7O respondents buy products weekly and none of

the respondents buy products daily.

?.:O of the total respondents buy products based on "uality, ??.??O on price,

'7O on promotion, and 07O based on availability of the products. *7O of the total respondents are buying products based on "uality difference of

the competitor, ??.??O buy products due to difference in price, .:O due to

difference in promotion and '7O in due to difference in availability of products

of the competitor. 07O of the total respondents are buying start capacitor, and another 07O

metalized plastic film capacitor, '?.??O ceramic disc capacitor, another '?.??O

carbon/metal film capacitor, '.: 8iezo &lectric Huartz rustal, and another

'.:O 2luminium &lectrolytic apacitor. *7O of the total respondents provide feedback outstanding, ??.??O say e$cellent,

'7O say good, ?.??O say 2verage and another ?.??O provide poor feedback The above table shows '.:O of the total respondents substitute products of

keltron, whereas rest of the respondents do not substitute the products of keltron. The above table shows ??.??O of the total respondents would prefer to substitute

product from


38/40

38

The above table shows 7O of the total respondents are ready to recommends

keltron to others whereas 07O do not recommends the products


39/40

39

6.2 SU00ESTIONS

There are many channels to communicate to potential customersL

therefore, the marketers need to consider regarding what kind of media

will be the most effective for their target consumers. They should not only

consider use of TF, print and internet, but also radio, out of home,

billboard or any kind of new media regarding to the respondents

suggestion can create consumers interest and built brand e$citement.

%rom our study, print advertising is going die since it is kind of paid

media and the nature of new generation read less. They also have low of

level of concentration. They do not prefer to pay for things that they willnot use.

9arketers should interact with consumers differently due to generation

cohort issues. Thus internet dominates not only new generation but also

has more impact in old generation.


40/40

40

reate an emotional bond, which links customers so closely to be

company that develops a clear preference for this products or brands and

is even willing to recommend them to other.

6." CONC!USION

The study was carried out to know the effectiveness of consumer perception of

customers of Aeltron omponent omple$ Btd, Aannur. The study is completed with

various aspects of consumer perception

onsumer buys products on the basis of factors like offers and discounts, variety

of product available, free home delivery etc. %rom the above data analysis it can be

determined that most of the respondent would agree to buy based on marketing. ;ut of

the agreed respondent, most of the respondent would think that consumer perception is

an important factor. The recommended business operation will not only beneficial for the

consumer but also to the firm, as it allows the firm to evaluate its consumers.

@ence, it is concluded with the strong feeling that the minor modification in the

9arketing 5epartment, proper communication between consumers and 9arketing team,

training and development programs will help to improve the effectiveness of onsumer

8erception

A project on customer Percieveness

Documents

Transcript of A project on customer Percieveness