project report

1

A Project Report

On

< EVALUATE SALES TREND FOR HHP (MOBILE +TABS) ACROS SDP/MSDP

CHANNELS IN THE REGION AND PROPOSE SPECIFIC INTERVENTIONS TO

DRIVE INCREMENTAL FOOTFALLS AND CONVERSIONS FOR THE CATEGORY>

Submitted to

NMIMS Hyderabad & Samsung Electronics

In partial fulfillment of the requirements for the award of the degree of

Post Graduate Diploma in Management

By

DEEVANSHU SWANI

Under the guidance of

DR. G Radhakrishna & MR. Ravish Khurana

SCHOOL OF BUSINESS MANAGEMENT

NARSEE MONJEE INSTITUTE OF MANAGEMENT STUDIES HYDERABAD

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DECLARATION

The project report titled ‘EVALUATE SALES TREND FOR HHP (MOBILE +TABS)

ACROS SDP/MSDP CHANNELS IN THE REGION AND PROPOSE SPECIFIC

INTERVENTIONS TO DRIVE INCREMENTAL FOOTFALLS AND CONVERSIONS FOR

THE CATEGORY’ has been submitted to MR. MANOJ AGGARWALA in partial

fulfillment of summer internship at SAMSUNG ELECTRONICS. Here by I, undersign

that this project has been completed by me under the guidance of faculty guide,

DR. G RADHAKRISHNA and mentor, MR. RAVISH KHURANA. Study of this Project

Report is entirely the result of our own efforts and research is original in nature.

PLACE : DELHI SUBMITTED BY-

DATE : 26/5/2014 DEEVANSHU SWANI

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ACKNOWLEDGEMENT

I would like to express my gratitude to my faculty guide, DR. G RADHAKRISHNA

and my mentor, MR. RAVISH KHURANA, for giving me a chance to learn things in a

practical and innovative way, and gain some experience for the same. I would also

like to thank them for all their support and to encourage me and motivate me to

learn new things and in different ways. I am also extremely grateful to Samsung

Electronics for giving me a chance for internship and share a wonderful

experience.

THANKING YOU, SUBMITTED BY-

DEEVANSHU SWANI

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TABLE OF CONTENTS

1. EXECUTIVE SUMMARY 5

2. INTRODUCTION 6

3. RESEARCH METHODOLOGY 7

3.1 CLARIFYING THE RESEARCH QUESTION 7

3.1.1 MANAGEMENT DILEMMA 7

3.1.2 MANAGEMENT QUESTION 7

3.1.3 RESEARCH OBJECTIVE 8

3.1.4 RESEARCH QUESTION 8

3.1.5 QUESTIONNAIRE 8

3.2 RESEARCH PROPOSAL 10

3.3 RESEARCH DESIGN STRATEGY 10

3.3.1 DATA COLLECTION DESIGN 10

3.3.2 SAMPLING DESIGN 11

3.3.3 INSTRUMENT DEVELOPMENT AND PILOT TESTING 11

3.4 DATA COLLECTION AND PREPARATION 12

3.5 DATA ANALYSIS AND INTERPRETATION 12

3.6 RESEARCH REPORTING 22

4. BIBLIOGRAPHY 25

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1. EXECUTIVE SUMMARY

Samsung Electronics faces the management dilemma of low sales of HHP’s across

SDP/MSDP’s. Thus, the research project has been taken up with the objective of

evaluating sales trend for HHP (mobile +tabs) across SDP/MSDP channels in the

region and proposing specific interventions to drive incremental footfalls and

conversions for the category. A questionnaire is developed through explorative

study and interviews with SDP owners. Using the sample size of 50 and target

population as SDP owners/managers, the research is conducted and responses

are obtained. The responses are then analyzed and interpreted to propose

specific management solutions to the dilemma faced.

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2. INTRODUCTION

Samsung Electronics Co., Ltd. is a South Korean multinational electronics company

headquartered in Suwon, South Korea. It is the flagship subsidiary of the Samsung

Group, amounting to 70% of the groups’ revenue in 2012, and has been the

world's largest information technology company by revenues since 2009.

Samsung Electronics has assembly plants and sales networks in 80 countries and

employs around 370,000 people.

In recent years, the company has diversified into consumer electronics. It is the

world's largest manufacturer of mobile phones and smart-phones fueled by the

popularity of its Samsung Galaxy line of devices. The company is also a major

vendor of tablet computers, particularly its Android-powered Samsung Galaxy Tab

collection, and is generally regarded as pioneering the phablet market through

the Samsung Galaxy Note family of devices.

Samsung has expanded its volume market shares in mobile phones segment to

38% in last quarter of 2013 from 32.7% in the first.

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3. RESEARCH METHODOLOGY

This is the process by which we understand the dilemma faced by the company and use market

research and explorative study to find the solution.

3.1 CLARIFYING THE RESEARCH QUESTION

3.1.1 MANAGEMENT DILEMMA

Every Company faces management dilemmas in terms of sales, profitability, distribution,

promotion, differentiation, innovation etc. However, choosing one dilemma on which to focus

may be difficult. Choosing incorrectly will direct valuable resources (time, money, manpower

and equipment) on a path that may not provide critical decision-making information (the

purpose of a good research).

In real life, management dilemmas are not always clearly defined but can be identified through

4 types of study-

1. Reporting

2. Descriptive

3. Explanatory

4. Predictive

As the decision making process begins with the decision making task, accurately defining the

dilemma is often paramount but difficult. Based on explorative study and research, the most

challenging dilemma faced by Samsung Electronics in its HHP segment is its low sales trend

across SDP/MSDP channels.

MANAGEMENT DILEMMA – LOW SALES TREND OF HHP (MOBILE +TABS) ACROSS

SDP/MSDP CHANNELS.

3.1.2 MANAGEMENT QUESTION

A management question is the restatement of the management dilemma in the question form.

Based on the management dilemma, management question has been identified as-

MANAGEMENT QUESTION – EVALUATE SALES TREND FOR HHP (MOBILE +TABS)

ACROS SDP/MSDP CHANNELS IN THE REGION AND PROPOSE SPECIFIC

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INTERVENTIONS TO DRIVE INCREMENTAL FOOTFALLS AND CONVERSIONS FOR

THE CATEGORY.

3.1.3 RESEARCH OBJECTIVE

Thus, the management question leads us to the objective of the research i.e.

“EVALUATE SALES TREND FOR HHP (MOBILE +TABS) ACROS SDP/MSDP

CHANNELS IN THE REGION AND PROPOSE SPECIFIC INTERVENTIONS TO DRIVE

INCREMENTAL FOOTFALLS AND CONVERSIONS FOR THE CATEGORY.”

3.1.4 RESEARCH QUESTION

Research questions best state the objective of the business research study. These are more

specific questions that provides with the information necessary to make the decision.

Through the use of exploratory research, a better understanding of the management dilemma

was achieved. Interviews with those knowledgeable about the problem and those involved with

the problem (i.e. store managers/owners, salesmen) helped in better understanding of the

possible reasons of the dilemma and formulate research questions. Thus, based on primary

sources of information, the purpose, authority, scope, audience and format of the questions

were identified and research questions were formulated. The research questions were

structured in the form of a questionnaire so as to obtain results from Samsung SDP/MSDP

owners/managers.

Following is the questionnaire presented to Samsung SDP/MSDP owners/managers-

3.1.5 QUESTIONNAIRE FOR SAMSUNG SDP OWNER/MANAGER

Q1. YOUR NAME?

A.

Q2. STORE LOCATION?

A.

Q3. WHAT DO YOU THINK ARE THE MAJOR REASONS WHICH INHIBIT THE SALES OF HHP’S AT YOUR

STORE?

1. LOCALITY OF THE STORE 2. BAND OF SALESMEN

3. NUMBER OF SALESMEN 4. LESS AREA ALLOCATED FOR HHP’S

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5. LESS NUMBER OF HHP’S DISPLAYED 6. HIGH PRICE OF HHP’S

Q5. WHAT IS THE BAND OF SALESMEN AT YOUR STORE?

1 2 3 4 5

Q6. IS THE BAND OF SALESMEN EMPLOYED AT YOUR STORE SUFFICIENT TO DRIVE SALES OF HHP’S.

ACCORDING TO YOU, WHAT SHOULD BE THE BAND OF SALESMEN?

1 2 3 4 5

Q7. HOW WOULD YOU RATE THE FOLLOWING SUPPORT FACTORS AT YOUR STORE?

1. PROMOTIONAL ACTIVITIES 1 2 3 4 5

2. NUMBER OF SALESMEN 1 2 3 4 5

3. AREA ALLOCATED FOR HHP’S 1 2 3 4 5

4. NUMBER OF HHP’S DISPLAYED 1 2 3 4 5

Q8. DO YOU THINK INCREASING THE NUMBER OF SUPPORT FACTORS AT YOUR STORE WILL HELP IN

DRIVING THE SALES OF HHP’SAND INCREASING THE CONVERSION RATE AMONG CUSTOMERS?

1. PROMOTIONAL ACTIVITIES (YES/NO)

2. NUMBER OF SALESMEN (YES/NO)

3. AREA ALLOCATED FOR HHP’S (YES/NO)

4. NUMBER OF HHP’S DISPLAYED (YES/NO)

Q9. ARE NUMBER OF HHP’S AVAILABLE AT YOUR STORE SUFFICIENT TO SATISFY CUSTOMER’S

DEMAND. DO YOU THINK INCREASING THE INVENTORY OF HHP’S AT YOUR STORE WILL HELP IN

DRIVING THE SALES?

1. YES 2. NO

Q10. IN ADDITION TO THE MOBILE PHONES DISPLAYED AT YOUR STORE, DISPLAYING WHAT TYPE OF

MOBILE PHONES/TABLETS (HHP’S) YOU THINK CUSTOMERS PREFER THE MOST, WILL HELP IN INK ARE

ATTRACTING THEM AND INCREASING THEIR CONVERSION RATE?

1. HHP’S LESS THAN 10K (YES/NO)

2. HHP’S IN RANGE OF 10K-20K (YES/NO)



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5. HHP’S MORE THAN 50K (YES/NO)

Q11. WHAT AGE GROUP OF PEOPLE DO YOU THINK ARE THE MOST POTENTIAL CUSTOMERS FOR

HHP’S AT YOUR STORE?

1. LESS THAN 20 YRS 2. IN AGE GROUP OF 20-30 YRS

3. IN AGE GROUP OF 30-40 YRS 4. MORE THAN 40 YRS

Q12. HOW DO YOU THINK A MORE USER FRIENDLY AMBIENCE CAN BE CREATED FOR CUSTOMERS?

1. ACCESS TO FREE WIFI 2. PROVIDING SEATING AREA

3. EASE OF USE OF ACCESSORIES 4. OTHER______________________

Q13. IN YOUR OPINION, WHAT ADDITIONAL STEPS CAN BE TAKEN TO INCREASE THE SALES AND

CONVERSION RATE FOR HHP’S AMONG CUSTOMERS?

1. DISCOUNTS 2. FREE ACCESSORIES

3. FREE VOUCHERS 4. EMI SCHEMES

5. CASHBACK 6. OTHER ___________________

3.2 RESEARCH PROPOSAL

The project aims to evaluate sales trend for HHP (mobile +tabs) across SDP/MSDP channels in

the region and propose specific interventions to drive incremental footfalls and conversions for

the category.

For this, research questions were formulated and structured in the form of a questionnaire and

presented to Samsung SDP/MSDP owners/managers in Delhi NCR region. There are a total of 53

Samsung SDP/MSDP in Delhi NCR region. The sample size of 50 is taken for data collection,

analysis and interpretation.

3.3 RESEARCH DESIGN STRATEGY

3.3.1 DATA COLLECTION DESIGN

The data was collected through the questionnaire designed for owners/managers of Samsung

SDP/MSDP’s. This was done keeping in view various reasons for low sales of HHPs in

SDP/MSDP’s. Through explorative study and interviews with Samsung SDP/MSDP owners,

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managers and salesmen, few reasons were taken into account which could be possible

deductions for low sales of HHPs.

The questionnaire was designed in view that can be easily answered and understood- this was

done by giving simple and easy options to choose from. Giving option to choose from the

answers (given) would facilitate them to answer the questions quickly by taking less time. By

giving set of answers it will make the answering process easier and less tedious. The

questionnaire had various set of questions that when answered would give us input which

would be useful for us to arrive at conclusion by carefully interpreting the answers given by the

respondents. The mode of communication that has been used here can be called as

Communication study method of collecting data.

The questionnaire was prepared through the use of nominal, ordinal and interval scales. Most

of the questions formulated in the questionnaire are of simple category scale (or dichotomous

scale) offering two mutually exclusive response choices i.e. providing nominal data. Thus,

providing two choices of “yes” or “no” provides a clear solution. Few questions formulated are

of numerical scale which provides nominal or ordinal data. Numerical scales have equal

intervals that separate their numeric scale points. Numerical scales of 5-point scales are used in

the questionnaire.

3.3.2 SAMPLING DESIGN

It was made sure that the questionnaire circulated had the kind of questions which would have

given us an opportunity to come to a conclusion so as to solve the research dilemma. This was

done by including questions that would ask them to rate the features present at their store and

then ask them whether the following features should be increased or not. This helped in

formulating an effective research design.

Another step in planning the research project was to identify the target population and

determine whether a sample or a census is desired. The target population identified was the

managers/owners of SDP/MSDPs.

Area sampling has been used for this research process. This method overcomes the problems of

both high sampling cost and the unavailability of a practical sampling frame for individual

elements. The sample size of 50 Samsung SDP/MSDPs of Delhi NCR region was taken. Since the

target audience was only the store owners/managers, therefore no sub-sampling was required.

3.3.3 INSTRUMENT DEVELOPMENT AND PILOT TESTING

The data gathering phase of the research process typically begins with pilot testing. A pilot test

is conducted to detect weaknesses in design and instrumentation and to provide proxy data for

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selection of a probability sample. A pilot testing of the questionnaire was done across 2 SDPs to

know if the questionnaire was made as desired and direct possible solutions were obtained.

3.4 DATA COLLECTION AND PREPARATION

Questionnaire was the medium through which our aim of collecting data from Samsung

SDP/MSDP was achieved. It took about 3 weeks to complete the market research of filling out

the questionnaires. The questionnaire was personally presented to the owner/manager of

SDP/MSDP and results were obtained.

3.5 DATA ANALYSIS AND INTERPRETATION

After collection of data through questionnaire, the data is analyzed. Data analysis involves

reducing accumulated data to a manageable size, developing summaries, looking for patterns,

and applying statistical techniques.

The first question in the questionnaire generalizes the viewpoint of SDP owners what factors

they consider are major reasons for low sales of HHP’s. The responses of owners/managers

obtained from a sample size of 50 for various reasons which inhibit the sales of HHPs are as

follows-

1. Locality of the store 4

2. Band of salesmen 0

3. Number of salesmen 2

4. Less area for HHP’s 20

5. Less number of HHP’s displayed 17

6. High price 2

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The responses obtained can be accumulated as-

INTERPRETATION- The major reasons obtained from owners/mangers which inhibit the sales of

HHP’s at SDP’s are high price of HHP’s and less area allocated for HHP’s.

Band is provided to salesmen at Samsung SDP’s which determines their knowledge and

experience. The band of salesmen across SDP’s is determined and the responses of

owners/managers is as follows-

BAND OF SALESMEN NUMBER OF SALESMEN

1 0

2 19

3 23

4 7

5 1

6%

0% 3%

31%

27%

33%

RESPONSE OF OWNERS

LOCLITY

BAND OF SALESMEN

NUMBER OF SALESMEN

LESS AREA FOR HHPS

LESS NUMBER OF HHPS DISPLAYED

HIGH PRICE OF HHPS

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INTERPRETATION-As a result of the responses, the mean of the band of salesmen across all

SDP/MSDP’s is obtained to be 2.8.

Also, the viewpoint of owners/managers is obtained regarding the band of salesmen they

would prefer at their store. The responses obtained are as follows-

BAND OF SALESMEN NUMBER OF SALESMEN

1 0

2 7

3 24

4 15

5 4

INTERPRETATION-As a result of the responses, the mean of band of salesmen which

owners/managers would prefer at their store is 3.32.

The responses are also obtained for owners who think that increasing the band of salesmen

would help in increasing the sales of HHP’s and increasing the conversion rate among

customers.

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INTERPRETATION-From the sample size of 50, 20 owners of SDP’S think that increasing the

band will help in increasing the sales of HHP’s. On the other hand, 30 owners do not think that

increasing the band of salesmen will help in increasing the sales of HHP’s.

Responses are obtained from owners/managers how they rate the following support factors at

their store.

PROMOTIONAL ACTIVITIES NUMBER OF RESPONSES

1 0

2 0

3 11

4 25

5 14

INTERPRETATION-As a result of responses, the mean of promotional activities carried out by

the stores, rated by owners/managers is 4.06.

40%

60%

RESPONSE OF OWNERS

BAND OF SALESMEN SHOULD BE INCREASED

BAND OF SALESMEN SHOULD NOT BE INCREASED

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NUMBER OF SALESMEN NUMBER OF RESPONSES

1 0

2 0

3 5

4 24

5 21

INTERPRETATION-As a result of responses, the mean of number of salesmen in the stores,

rated by owners/managers is 4.32.

AREA ALLOCATED FOR HHP’S NUMBER OF RESPONSES

1 0

2 1

3 17

4 22

5 10

INTERPRETATION-As a result of responses, the mean of area allocated for HHP’s in the stores,

rated by owners/managers is 3.82.

NUMBER OF HHP’S DISPLAYED NUMBER OF RESPONSES

1 0

2 0

3 19

4 19

5 12

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INTERPRETATION-As a result of responses, the mean of number of HHP’s displayed in the

stores, rated by owners/managers is 3.86.

Next, responses are obtained from owners for various support factors which they think

increasing them will help in driving the sales of HHP’s and increasing the conversion rate

among customers. The responses of owners from a sample size of 50 are as follows-

SUPPORT FACTORS YES NO

1. Promotional activities 33 17

2. Number of salesmen 3 47

3. Area allocated for HHP’s 30 20

4. Number of HHP’s displayed 34 16

The responses obtained can be accumulated as-

Next response determines whether increasing the inventory of HHP’S at store will help in

driving the sales. The responses accumulated are as follows-

33%

3%

30%

34%

Series 1

PROMOTIONAL ACTIVITIES

NUMBER OF SALESMEN

AREA ALLOCATED FOR HHPS

NUMBER OF HHP'S DISPLAYED

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INTERPRETATION- Out of the sample size of 50, 22 owners think that increasing the inventory

of HHP’s will help in driving the sales. On the other hand, 28 owners think that increasing the

inventory will not help in driving the sales.

Next question in the questionnaire determines the viewpoint of owners that displaying what

range of HHP’s will help in attracting customers and increasing their conversion rate. The

response of owners is as follows-

RANGE OF HHP’S YES NO

1. HHP’S less than 10 k 17 33

2. HHP’S in range of 10k-20 k 29 21



5. HHP’s more than 40k 0 50

The responses can be accumulated as-

44%

56%

RESPONSE OF OWNERS

INVENTORY OF HHP'S SHOULD BE INCREASED

INVENTORY OF HHP'S SHOULD NOT BE INCREASED

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INTERPRETATION-The graph shows that managers think displaying HHP’s in the range of 10k-

20k will help in attracting customers and increasing their conversion rate as HHP’s in the range

of 10k-20k are the most preferable among customers.

Next, we determine the clientele of customers visiting the SDP i.e. the potential customers

(target population) for HHP’S. Thus, responses from owners regarding what age group of

people they think are the most potential customers for HHP’S at their store are as follows-

CLIENTELE NUMBER OF RESPONSES

1. LESS THAN 20 YEARS 0

2. IN AGE GROUP OF 20-30 YEARS 32

3. IN AGE GROUP OF 30-40 YEARS 18

4. MORE THAN 40 YEARS 0

The accumulated response is as follows-

27%

46%

25%

2% 0%

RESPONSE OF OWNERS

HHP'S LESS THAN 10 K

HHP'S IN RANGE OF 10K - 20K



HHP'S MORE THAN 40K

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INTERPRETATION-Thus, out of a sample size of 50, 32 owners/managers think that people in

the age group of 20-30 years are the most potential customers. So more measures should be

taken to attract this age group of clientele at SDP’s as they are the most potential customers for

HHP’S.

The best tactic used by managers to lure customers in to their shore is to create a user friendly

ambience. Thus, a viewpoint is obtained from owners/managers, what factors they think can

create a user friendly ambience to lure more customers and increase their conversion rate.

USER FRIENDLY AMBIENCE NUMBER OF RESPONSES

1. ACCESS TO FREE WI-FI 17

2. PROVIDING SEATING AREA 10

3. EASE OF USE OF ACCESSORIES 28

The accumulated response can be shown as follows-

0% 0%

64%

36%

NUMBER OF RESPONSES

AGE LESS THAN 20 YEARS

IN AGE GROUP OF 20-30 YEARS

IN AGE GROUP OF 30-40 YEARS

AGE MORE THAN 40 YEARS

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INTERPRETATION- As a result of the responses, more than 50% of the owners/managers feel

that providing customers with the ease of use of accessories will create a more user friendly

ambience and thus, help in driving the sales and increasing their conversion rate.

Now, various other steps are taken by owners/managers to increase the sales and conversion

rate for HHP’s among customers by providing discounts, free accessories, free vouchers, EMI

schemes, cashback etc. the responses from owners/managers are recorded what steps they

feel can be taken to increase the sales and conversion rate for HHP’s among customers.

NUMBER OF RESPONSES

1. DISCOUNTS 16

2. FREE ACCESSORIES 27

3. FREE VOUCHERS 5

4. EMI SCHEMES 10

5. CASHBACK 6

The accumulated response is as follows-

31%

18%

51%

NUMBER OF RESPONSES

ACCESS TO FREE WIFI

PROVIDING SEATING AREA

EASE OF USE OF ACCESSORIES

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INTERPRETATION- The responses obtained in the graph shows the viewpoint of majority of

owners/managers that providing free accessories to customers can help in increasing the sales

and conversion rate among them.

3.6 RESEARCH REPORTING

1. The major reasons obtained from owners/mangers which inhibit the sales of HHP’s at

SDP’s are high price of HHP’s and less area allocated for HHP’s. 33% of the

owners/managers consider high price as a factor for low sales of HHP’s at their store

while 31% of the owners/managers consider less area allocated for HHP’s as a factor for

low sales. Also, 27% of the owners/managers think less number of HHP’s displayed as a

factor which inhibits the sales at their stores.

Thus, more efforts need to be drawn towards high price of HHP’s and less area allocated

for HHP’s to solve the management dilemma and increase the sales.

2. Band is provided to salesmen at Samsung SDP’s which determines their knowledge and

experience. The mean of existing band of salesmen at all the stores is 2.8 while the

mean of band of salesmen at all the stores, the owners/managers would prefer is 3.32.

28%

46%

9%

17%

NUMBER OF RESPONSES

DISCOUNTS

FREE ACCESSORIES

FREE VOUCHERS

EMI SCHEMES

CASHBACK

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However, 60 % of the owners/managers feel that the band of salesmen employed at

their store is sufficient and higher band of salesmen are not required to drive the sales

of HHP’s and increase the conversion rate of customers. On the other hand, 40 % of the

owners/managers feel that higher band of salesmen will lead to higher sales and higher

conversion rate among customers. Thus, increasing the band of salesmen at SDP’s may

not be a possible solution to enhance the sales of HHP’s at the stores.

3. The presence of various support factors at the store affects the sales of HHP’s and

conversion rate among customers. Majority of the owners/managers think that

increasing the promotional activities and number of HHP’s displayed will help in driving

the sales and increasing the conversion rate among customers. Thus, as a result, more

efforts should be drawn towards increasing the promotional activities and number of

HHP’s displayed to drive the sales.

4. Owners/managers of SDP’s have to maintain enough stock of HHP’s with them to satisfy

customers’ demands. 56 % of the owners/managers state that the number of HHP’s

available at their store are sufficient to satisfy customers’ demands and increasing the

inventory of HHP’s will not further enhance the sales. However, 44 % of the

owners/managers state that the number of HHP’s available at their store are not

sufficient to satisfy customers’ demands and increasing the inventory of HHP’s will help

in further enhancing the sales.

5. Since majority of the owners/managers testify that increasing the number of HHP’s

displayed will help in increasing the sales, therefore, 46% of the owners/managers have

the viewpoint that displaying HHP’s in the range of 10k-20k will help in attracting

customers and increasing their conversion rate. HHP’s in the range of 10k-20k are the

ones which customers prefer the most and have the highest clientele, and thus,

displaying more of these HHP’s will help in attracting customers.

6. Higher sales at SDP’s can be achieved by targeting the potential customers. By

determining the potential customers and using effective measures and strategies to

target them will result in higher sales across SDP’s. 64% of the owners/managers think

that people in the age group of 20-30 years are the most potential customers and thus,

introducing measures and strategies to target them will result in higher sales.

7. The best tactic used by managers to lure customers in to their shore is to create a user

friendly ambience. 50% of the owners/managers feel that providing customers with the

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ease of use of accessories will create a more user friendly ambience and thus, help in

driving the sales and increasing their conversion rate.

8. Various other steps are taken by owners/managers to increase the sales and conversion

rate for HHP’s among customers by providing discounts, free accessories, free vouchers,

EMI schemes, cashback etc. 46.5% of the owners/managers feel that providing free

accessories with HHP’s will prove to be an effective factor in increasing the sales and

conversion rate among HHP’s.

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4. BIBLIOGRAPHY

1. Business research methods Book by Donald R Cooper.

2. Wikipedia

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