STUDENT DECLARATION

I, ARUN TOMAR student of MBA III Semester hereby declared that the Summer

Training Report titled “A STUDY ON MARKET SURVEY OF CUSTOMER

SATISFACTION IN RELATION TO SU-KAM INVERTER ” as completed and

submitted to Ms. MANISHA JAIN , FACULTY OF MANAGEMENT , B.I.T.

MEERUT.

ARUN TOMAR

MBA III SEM

Roll No.- 0927170014

1
 ACKNOWLEDGEMENT

Though I may take credit for the effort put into the project it would not have

materialized in its present form if not guided by my faculty members and other

individuals who have helped me in presenting the project. I am thankful to the

Mr. Vivek Jain (Marketing Manager) without his help this task would

have been difficult. I also grateful to College Library , Department, our

friends and Professors who extended all help support and inspirations while

making my project report.

I am thankful to Ms. MANISHA JAIN ( Faculty of Management) B.I.T.

MEERUT, who helped me to materialize this report.

ARUN TOMAR

MBA III SEM

Roll No.- 0927170014

2
 PREFACE

The motive behind this project is to know the consumer satisfaction survey towards

Inverter & Batteries. I researched about companies and its effectiveness in the eyes of

customers. In this project I analyze these strategy and done the survey and give some

recommendation and their benefits to increase their effectiveness.

This project report highlights the company profile, their group of companies and

survey about the customer satisfaction.

We are surveying the different companies in MEERUT.

I have placed in my best efforts in making this report a satisfaction but still I'll
welcome any suggestion for improving the same.
.

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 CONTENTS

Page No.

 EXECUTIVE SUMMARY 1-3

 OBJECTIVES OF THE STUDY 4-5

 INTRODUCTION 6-17

 COMPANY PROFILE 18-29

 PRODUCT PROFILE 30-55

 RESEARCH METHODOLOGY 56-64

 SWOT ANALYSIS 65-67

 DATA ANALYSIS & INTERPRETATION 69-76

 FINDINGS 77-78

 LIMITATIONS 79-80

 CONCLUSION 81-83

 RECOMMENDATION & SUGGESTIONS 84-86

 BIBLIOGRAPHY 87-88

 ANNEXURE 89-93

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5
 EXECUTIVE SUMMARY

The project aims to gain an insight in the mind of the executives about the brand

Product. It entails an in depth study of the ways the executive makes his purchases in

the market. The project aims to study the perception and attitude of the executives in

a way, bending away from the mainstream selective understanding about the

executives. The project entails preparing a questionnaire, which has questions ranging

from open ended to close ended and also questions, which are a combination of both

the types.

The Project entitled “A study on Market survey of customer satisfaction in relation

to Su-Kam Inverter ” was assigned the researcher.

In survey, the researcher went through various mentioned areas in MEERUT for the

collection of data.

In the project the most important part was to study the Brand awareness of Su-Kam

power system Ltd. Home Appliances product and its competitors, to understand the

level of awakening visibility of Home appliances and its competitors & thinking of

executives towards them and finally approaching to certain measures to overcome the

unfavorable conditions, if any. For achieving this goal, the research took the

following steps:

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1. The researcher met several executives enjoying various Home appliances

product in every area, as per information provided.

2. The researcher not only collected executives’ views about the various

respective products they are using, but also compared it, according to them,

with other Home appliances , as shown in my questionnaire.

3. The researcher was successful in knowing the visibility level of Su-Kam as

well as its competitors, which is very much responsible for brand awareness.

To collect the data, the research have used Primary as well as Secondary data and

under Descriptive research design; Survey Method has been used to understand the

level of awakening visibility of Su-Kam Home appliances and its competitors.

The findings of the survey will be a raw data. This data will be analyzed further to

understand the psyche, behavior of the executives and how and what they think

before making any purchase. And also the data will be used to draw an image of the

perception of the executive’s mind about various brands and specifically Su-Kam

Home Appliances Product particular.

7
8
 OBJECTIVES OF THE STUDY

 To study the consumer penetration of Su-Kam Inverter & Batteries.

 To study the satisfaction level of consumer of Su-Kam Inverter &

Batteries.

 To find out the market share of Su-Kam Inverter & Batteries.

 To study the need of consumer of Su-Kam Inverter & Batteries.

 To find out the Devising strategy to increase the sale of Su-Kam Inverter

& Batteries.

9
10
 INTRODUCTION

Today, India's power sector not only suffers from gross inadequacy in captive power

generation capacity but also sluggish growth in infrastructure. Exacerbating the

problem is the failure of successive governments to envision the future of the power

sector. Things are so bad today that power tariffs in India today are amongst the

highest in the world for both businesses and households. Ironically, Maharashtra,

which is the highest power generator in India, also faces the longest power cuts and

load shedding! Though the Indian government has finally woken up and is making

big plans to augment power supply, it will be long before supply meets demand.

In the meanwhile, reaping the benefits are the generator and inverter industries. Apart

from the power crisis, other contributing factors for the growth in these sectors are

robust economic growth, rise in household incomes, and the real-estate boom. Indeed,

products like standby power generators, inverters, uninterrupted power supply (UPS)

systems and storage batteries are finding an expanding market, especially this

summer.

Market watch

While bigger organizations and residential complexes generally opt for generators,

mostly diesel, smaller offices and households prefer inverters as they are they are

noiseless and pollution-free. Increasing prosperity is fuelling the unprecedented

demand for alternate power solutions.

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The generator market is inculcating cutting-edge technology and the portable power

market is on an upswing, making the market more lucrative and competitive. The

market size for generators is expected to grow over Rs 10 billion this year.

Competition is estimated to be higher among the manufacturers of smaller generator

sets, which are typically pre-packaged, non-customized, plug-and-play units. This

makes them less expensive and, hence, more attractive to manufacture than custom

builtunits.

The recent spate of power cuts has also augmented sales of generator sets in the

agricultural sector. The demand in the rural sector is mostly for smaller and cheap

kerosene and diesel gensets, particularly for irrigation, with no particular preference

for brands. For instance, in Punjab most farmers opt for generators below 10 kw -

permission is needed from the Punjab State Electricity Board for installing sets above

this capacity.

Meanwhile, the present size of the inverter market in India is about 1.5 million units a

year and growing at a compound annual growth rate (CAGR) of 12 to 14 per cent.

According to a report by Associated Chambers of Commerce and Industry of India

(ASSOCHAM), the hike in the demand for inverters, their batteries and generators is

expected to go up by 20 to 25 per cent in summer months, particularly in the National

Capital Region (NCR). The inverter market alone in the NCR is estimated to be to the

tune of Rs 2,500 crore this summer, with the main demand arising from the

residential sector. The prices of inverter batteries, particularly for brands like Exide

and Amaron, have gone up by nearly Rs 1,000-1,200 in the past few months.

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The demand of dry and eco-friendly batteries has also gone up compared to normal

batteries.

A major share of the inverter market is currently being held by the unorganized sector

and smaller local manufacturers offering cheaper products. The entry of cheap

Chinese products is further fuelling competition. However, zero-overhead costs and

the shaky after-sales service of the unorganized sector has heralded the entry of

branded inverters by companies like SAR Silicon (Luminous), Usha Zentra and

Micro-tech. These companies offer better after-sales services and constantly upgrade

their products technologically.

The big league

Major players in the portable power market are setting the standards in terms of

technology and quality for others to follow. According to FICCI, AC generators

manufactured in India are on a par with international products and consistently

deliver high quality power with high performance. Domestic manufacturers are

capable of manufacturing AC generators right from 0.5 kva to 25,000 kva and above

with specified voltage rating.

For instance, Birla Power Solutions Ltd, formerly Birla Yamaha Ltd, offers a wide

range of 'Ecogen' generators and inverters with features like eco-friendly low

emission; hi-tech alloyed components facilitating low maintenance; special exhaust

protection system; twin fan systems for effective cooling; and powerful technology

for quick load responsiveness. Honda Siel Power Products (HSPP), which brought in

13
India's first LPG-based generator, also lays strong emphasis on R&D and in-house

technical innovation. The super silent key start generator, LPG generators and other

technological innovations are examples of the company's pursuit for technological

excellence. With the focus on environmental and health issues, genset manufacturers

are increasingly conforming to the most stringent Phase II Noise & Emission Norms,

as laid down by the Central Pollution Control Board (CPCB), Government of India.

The inverter industry is also witnessing a lot of technological improvements. Pure

sine wave inverters have considerable potential in the household sector. Earlier

inverters were being used only for specific appliances like PCs but now with the new

technology, a 1,000 va inverter can power all household appliances. With

microcontroller technology and DSP technology used in fabrication of components,

present-day inverters cost less but have higher capacity.

The biggest player in the branded inverter segment, Luminous Electronics Pvt. Ltd,

has just launched its intelligent inverter series, called 'Compuverter', based on digital

signal processor (DSP) technology. Su- Kam has also launched DSP sine wave

inverters - a 700 va capacity inverter costs Rs 7,999. Su-Kam's sine wave inverters

are available in capacities ranging from 700 va to 100 kva. Its digital inverters, with

capacities ranging between 300 va and 2,000 kva, are priced between Rs 3,450 and

Rs 12,990.

14
The roadblocks

Though the potential is immense, a lack of product knowledge among customers does

impede the portable power market. Consumers also tend to overlook important

technical details such as resistive loads, type of lubrication, and safety features.

This leads not just to people buying the wrong product for their needs, but operation

and maintenance issues, leaving consumers dissatisfied and ultimately affecting

overallsales.

Government norms also affect the market. Suppliers and manufacturers of generator

sets and diesel engines have to fulfill certain directives prescribed by the Union

Ministry of Environment and Forests with respect to emission of fumes and noise.

Imports too are covered by these norms. Adherence to these parameters adds to costs,

which are passed on to the customer. Another norm, the CPCB rule intended to cut

down noise level to 75 dBA, was introduced this year. According to this, generators

must be fitted with soundproof canopies, and the acoustic enclosures should be of the

type approved by CPCB. This extra investment will hurt the end user.

Another bugbear is the role of the unorganized sector, which currently rules the

market and triggers price wars. Though its products are priced cheaply, they lack

efficient after-sales service and product support, thereby leaving customers in the

lurch.

15
Optimism ahead

Despite these stumbling blocks, Indian genset manufacturers have been relentless in

their efforts to establish and develop market share. Larger companies are now making

strategic decisions to enhance capacity, lower costs and connect with the customer.

For example, BPSL is setting up a new plant for manufacturing LPG and CNG

gensets, inverters, engines and acoustic hoods in Uttaranchal. This will reduce its

dependence on traded products and improve margins. Inverter manufacturers are

making inroads into semi-urban and rural markets too. SAR Silicon is developing

specialized products to counter the extremely unfriendly environment owing to the

poor quality of power and expects a growth of around 60 per cent this fiscal.

The future will also see India as a sourcing base for generators and inverters. Honda

Siel hopes to increase shipments by another 10,000 units this fiscal. And the company

plans to make India the sourcing base for select models for Honda's global genset

market - it produces around 5 million portable gensets worldwide.

Finally, new technology too holds great promise for this segment. 'Lean burn gas

gensets', capable of fuel management according to load using cleaner natural gas, and

photovoltaic systems coupled with smaller fossil fuel based generators as backup are

the wave of the future. That's powerful stuff!

16
A bright future

Micro-tech International Pvt. Ltd is India's largest power products manufacturer,

offering online ups, line interactive ups, digital and sine wave inverters. Vivek Jain,

Marketing Manager looks at the future of this industry in the context of the bleak

power situation across India.

The current shortage of power has been good news for the inverter industry.

Yes, it has resulted in exponential growth. The inverter industry in India is still

developing. We expect the industry to grow 25 per cent annually and become more

organized. Right now there are a lot of local players. We have registered the

maximum growth in Western India. But the rise in copper and zinc prices is forcing

us in turn to increase the prices of inverters and batteries.

How is your company equipped to handle the boom?

Micro-tech is the only company in India with 10 dedicated manufacturing plants for

inverters. We have recently installed a fully automatic line for inverter manufacturing

in Himachal Pradesh. We have invested around Rs 75 crore in the expansion of our

manufacturing facility. We have a team of more than 400 qualified service engineers

and around 180 service centers across the country. We support a paperless warranty

system.

17
 HISTORY OF BATTERIES

In the first half of the nineteenth century the battery took part in every form of

warfare in and around India. Mountain warfare against our later friends the Ghurkhas

in 1812, siege warfare at Hathras and the great fortress of Bhartpur and open warfare

in both Sikh wars- the Bengal Horse Artillery took part in them all. Armed with the

lightest of guns, which were effective only at very short ranges, and exploiting their

superb mobility, they could be seen galloping into action in front of the long scarlet

clad line of Bengal Infantry. Resplendent in their laced jackets and brass mounted

Roman helmets, the Troops of the Horse Artillery would gallop forward with the

cavalry and come into action shattering an enemy counter charge with deadly salvoes

of case shot. It was the age panache on the battlefield, when men fought and died in

their gilded accoutrements. It was the age of rigid discipline in close order drill and

great lines of battle drawn up to face each other 100 yards apart. It was one in which

battlefields were shrouded in drifting powder smoke and the balance hung on the

ability of soldiers to endure a sudden and daunting number of casualties and still

retaliate with parade ground precision.

In 1914 L Battery rode into battle in support of 1st Cavalry Brigade as part of the

British Expeditionary Force in the Great War. The greatest exploit in all it’s history

was to occur during the famous “Retreat from Mons “when the battery took part in an

action, referred to as “The Affair at Nary”, which was believed by many to be the

turning point of the 1st World War. During the action at the village of Nary, L Battery

suffered heavy losses but fought bravely until the last gun had expended all its

18
ammunition and held the German 4th Cavalry Division at bay. Three Victoria Crosses

were awarded to the battery for that action together with the battle honor title Nary.

After re-equipment the battery went through the ill-fated Gallipoli campaign and later

returned to the Western Front where it was in the thick of the fighting until the

Armistice in 1918.

Between the wars L(Nary) Battery served successively in Germany, as part of the

occupation forces, Ireland, India, Egypt and England. In 1938 the battery was

mechanized and became “L” Troop of L/N Battery RHA. It was in this orbit that it

returned to France in 1939, and later took part in the campaigns in Greece and the

western Desert. In 1942 the battery regained its separate identity and advanced

through North Africa with the 8th Army. It arrived in Italy in time for the famous

battles for the Casino Monastery and had reached the Bologna area at the final

capitulation of the German armies.

 The two years following the war were spent in Italy, Palestine and Egypt and it was

not until December 1947 that the battery returned to England. With the rest of 2 nd

Field Regiment Royal Horse Artillery it moved to Hildesheim, West Germany where

it remained as part of BAOR for the next eight years.

On 1st February 1958, as part of the reorganization of the army, the battery ceased to

be part of the Royal Horse Artillery and became L(Nary) Battery Royal Artillery.

19
From 1958 until 1961 the battery served in Malaya where it saw active service,

returning to Colchester as part of the Strategic Reserve. In 1964 the battery, with the

Regiment, moved to Cyprus as a peacekeeping force joining the United Nations

during the four-month tour to stop the Greeks and Turks fighting over island

sovereignty.

 In 1965 the battery moved to Portsmouth Barracks in Munster, West Germany and

remained there until 1968 when it moved back to the UK and Barnard Castle in

County Durham. After a three-year tour in England the battery moved back to

Germany, this time to Hemmer until 1977, it then moved to Ubique Barracks in

Dortmund for a short tour before moving to Larkhill in 1979 as the Support Regiment

to the Royal School of Artillery.

In 1982 the battery returned to Munster in West Germany with 2nd Field Regiment

where it remained till the disbandment of the Regiment in 1993 and the battery

moved to Tidworth as part of 1st Regiment Royal Horse Artillery. In 1998 this famous

battery with a magnificent record suffered the humiliation of “cadreisation”, losing

it’s guns and reducing to Tac Group strength but remaining within 1st RHA.

Further reorganization within eighteen months saw the battery reinstated and re-

equipped with guns amalgamating with N Battery (The Eagle Troop) RHA to become

L/N (Nary) Battery (The Eagle Troop) Royal Horse Artillery. Until sadly again

following a tour of duty spread between the other 1RHA batteries to Iraq L/N Battery

20
returned to a further disbandment, again losing their guns and becoming part of “O”

Headquarter Battery (The Rocket Troop) RHA.

In April 2006 L and N batteries again reformed in their own right as Tac Group with

Nary remaining within in 1 RHA in Tidworth and The Eagles a mirror version within

3 RHA in BAOR.

Over the past fifty years the battery has been equipped with a variety of artillery

weapons including: 4.2” Mortar – 25 Pounder – 5.5” Gun – 105mm Pack Howitzer –

105mm Light Gun – M109 – ASA90 / seen active service in Malaya, Cyprus, The

Falklands, Kosovo and Iraq amongst others.

21
22
 COMPANY PROFILE

Su-Kam – the leading Power Back-up Solution provider in India, with its consistent

focus on technological innovation, has attained heights unheard of, in the largely

unorganized industry.  Having a clear technological edge, creating new benchmarks

and upgrading standards for the industry, comes naturally to Su-Kam. Today, Su-Kam

is the established leader in product innovation, design sensibility and sales

distribution network.

An ISO 9001 and ISO 14001 certified company, Su-Kam - is the only power Back-up

Solution provider in India, with a state-of-the-art in-house R & D facility, recognized

by Government of India. Su-Kam has several state-of-the-art production facilities,

systematically planned and built to modern construction standards. The plants are

equipped with sophisticated assembly lines and are backed by completely integrated

in-house component manufacturing facilities and R&D Centers.

Reliance India Power Fund, a joint venture sponsored by R-ADAG (Reliance Anil

Dhirubhai Ambani group) and Temasak Holdings, headquartered in Singapore has

invested INR 45 crores in Su-Kam. The trust reposed in Su-Kam by two of the most

powerful business groups in the world is indicative of its standing and potential.

All Su-Kam products have invariably received overwhelming response from the

23
market, as it creates products which eventually enhance the quality of life for its

users, while giving them real value for money. Having pioneered the field of

Inverters, Online UPS Systems, Line Interactive UPS Systems and (Lead Acid and

VRLA), Su-Kam today provides an array of solar products and high capacity inverters

(Standard and customized) for Industrial usage.

Su-Kam prides itself on being a customer focused organization and its products are

engineered and manufactured to consistently provide reliable solutions to its

customers.

Having a nationwide presence through a network of branch offices and channel

partners, Su-Kam ensures complete and efficient service to its customers.

Continuous focus on quality and strict adherence to international standards has

enabled Su-Kam to export its products to various overseas markets across Asia,

Africa, Middle East and Pacific Region. Currently, 10 % of the company’s turnover is

made up of exports, and this is poised to rise exponentially in the years ahead. The

prestigious international certifications of CE and UL, awarded to its products to meet

European, US and Canadian norms, has enabled Su-Kam to market its products across

the globe.

Su-Kam, a multi-product, multi-technology company is the first Indian power back-

up solution provider to acquire 20 product patents and 10 more ….. Applied for

Su-Kam continues on its fulfilling journey. A journey driven by power solutions and

STILL MILES TO GO………

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 Celebration of '10 Glorious Years' & Family Day.

     Awarded 'Business Super brand - 2008' - India's first in Power Back-up.

     'Innovation for India 2008' award instituted by Marico Innovation Foundation.

     First prize in “Branding & Support Services” In Kenya Home Expo, Kenya.

     Received 'Amity HR Growth' Award .

     Launch of Power-Doc - Power Protection System.

25
     Launch of Power Quality Monitor.

     Launch of Batteries Equalizer.

     Inauguration of Exclusive Showroom at Nagpur.

 Trade Mark registration done in China.

 Trade Mark registration done in Africa.

Receipt of Sectoral Award - In recognition of Highest Export in Consumer

Electronics'  Export Promotion Council, Govt. of India

     Receipt of SONCAP Certificate - Nigeria

     Trade Mark registration done in Nigeria  

PE by Reliance India Power Fund - A JV between Reliance (ADAG) & Temasek

Holdings, Singapore

      First off-shore office set up at Dubai

 Recognition of In-House R&D by Govt. of India, Ministry of Science & Technology

 Becomes World's second Company to manufacture 100 KVA Inverter

26
 Inauguration of India's first SMF Batteries Plant

 National Award for quality products for manufacturing inverters of outstanding

quality ISO 14001 : 2004

 Excellence in Presentation of Special Display on Good Living - ITF 2006

     Awarded 'CRISIL rating - SME 1' - Highest financial rating

     Trade Mark registration done in US

  Corporate Office shifted to Gurgaon

  Awarded 'CE' Mark

     Membership - Batteries Society of India

     Special Commendation Medal for Excellence in Display - IITF 2005

     Diversification into Power back-up Products

     Trade Mark Registration of 'Su-Kam'

Quality never happens by chance. It is always a result of planned and sustained effort.

The stringent QC measures instituted by the company from the very beginning have

made the Su-Kam name synonymous with quality.

At Su-Kam we are extremely conscious of the need to apply methods and tools for

quality assurance, learn from mistakes and eliminate their root causes without delay.

27
We have a inbuilt robust and strong quality system which covers all our products at

various stages of development and manufacturing .In terms of quality assurance too,

Su-kam is accredited with ISO 9001 : to boost its reputation for reliability by leaps

and bounds.

The company has implemented Total Quality Management (TQM) practices

involving extremely demanding test protocols at every stage of the manufacturing

process right down to final inspection prior to delivery. As a result of this, every

product that reaches the end-user is in conformity with exacting predetermined

standards.

Our R&D has all the requisite advanced equipment to test the critical parameters of

our products. Most of our products have received Test certifications from reputed

28
laboratories like ERTL (A Government of India organization). We have received SEC

Certification for our VRLA (SMF) ... 12V-7.2AH, 12V-45AH and 12V-165AH.

29
RIGOROUS STANDARDS

Quality Planning: Our goal is to fully satisfy customer expectation through the

quality of our products and services. Quality and quality improvement are therefore

the responsibility of every stakeholder-from the top management to the channel

partners
.

New Product Review: Product introductions have been at the heart of our success in

this hyper-competitive market. With the strong focus on innovation, we have a

rigorous system for reviewing all our products against the parameters of functionality

and changing customer needs.

Process Capability Evaluations: In response to increasing globalization, we adopt

bench marked process standards, reducing variation, relieving process bottlenecks,

eliminating rework, and managing capacity has reduced product development and

production time.

Quality Education and Training: Continuous learning and improvement are

fundamental components of every job performed, rather than a special corporate

initiative. Therefore, there is continuous emphasis on increasing awareness of quality

principles through the organization. The requisite directives and standards are

discussed and disseminated regularly and teams are trained intensively on these.

30
Training has been the main focus of the organization, not only in-house but also the

training of our dealers, distributors and associates for their growth and for achieving

targets.

Supplier Capability Surveys: Our suppliers contribute substantially to the quality of

our products. Therefore our suppliers must meet the same high standards that we have

adopted. This is ensured through regular validation of their quality control set-up.

Target Evaluation: All processes are evaluated against pre-negotiated targets and

deadlines. At Su-Kam we believe that the successful implementation of even the

smallest task is possible only if it is achieved without anytime overruns. Thus

functions of production, sales, servicing and training are also bound by the quality

checks from time to time.

31
 RESEARCH AND DEVELOPMENT

Products, Processes and Consumers benefit from dynamism and change. At Su-Kam,

we are always aware of the need to innovate and improve. Value addition is a crucial

focus and to this end considerable time, effort and resources are dedicated to research

and development. There is high intellectual and emotional excitement among the

researchers who work on customers' most challenging problems. This yields even

greater potential in terms of business results.

With the dedicated team of highly experienced people, every effort is made to keep

the development cycle short without losing focus on key issues like reliability,

maintainability and the need to deliver value-for-money.

At Su-Kam, efforts to improve product design and performance, machinery and

production methods are integrated into the everyday work pattern. Su-Kam’s R&D,

the best in the industry, is constantly engaged in state-of-the-art product development

in power back-up systems.

The R&D strength is reinforced with extensive infrastructure that includes state-of-

the-art equipment like Power Analyzers, Digital Scopes, Waveform Generator, Curve

Tracer, Protocol Analyzer, Spectrum Analyzers, Brake Dynamometer, Emulator and

Simulator for DSP & Micro Controller applications, and Programmable Power

Supplies, enabling Su-Kam to develop design capabilities that are at a par with

international standards.

32
The company's in-house R&D Unit has obtained recognition from the

Department of Scientific and Industrial Research (DSIR), Government of India.

We have a vibrant history of R&D. The introduction of R&D in the inverter industry

has not been an easy task. When Su-Kam entered this field, the inverter industry was

typically a business driven purely by volumes, with little concern for innovation or

quality. Su-Kam soon forced a paradigm shift in this attitude. As the R&D

department developed, there came a growing consciousness of the cost of technology.

Our team works on bringing world-class technologies to the consumer at a fraction of

the cost incurred in developed countries. 'More for Less' has been the enduring

philosophy of the organization and thus also the driving principle of the research

teams.

The R&D wing is housed in a vast spread of well-facilitated space. Products are

tested using the latest and most sophisticated testing equipment. Given the rigorous

focus on development and improvement of new and existing products, the R&D

budget is ramped up every year.

Su-Kam has already received the patent rights for 20 products. It has achieved

spectacular success in:

 Shortened time from 'mind-to-market'

 Secured capital investment

 Increased sales

 Lowered operating and maintenance costs

 Optimized plant utilization

33
 

34
35
 PRODUCT PROFILE

 Full safety of highly sophisticated equipment

 100% Pure, reliable and regulated power

 Low running cost

 Extended power backup time

 Unbalanced load handling capability

 It eliminates disturbing and irritating noise

 Extended overload capability (upto 300%)

 Start up without mains (Cold start)

 Easy maintenance

 Generator compatible

36
 Cost savings as only one systems (Home UPS) is bought in lieu of two

systems (Inverter and UPS)

 Space saving

 Longer backup for computer as compared to UPS

 Appliance Friendly: The life of the appliances like TV and Fridge is increased

as there is No Time Gap (Start up delay) between power cut and resumption

of back-up power.

 Save in space by locating one system instead of two.

 Uninterrupted watching of TV & DVD, Satellite, Set Top Box etc

37
 Full safety of highly sophisticated equipment

 Ensures full charging and protection of the batteries and enhanced battery life.

 It eliminates disturbing and irritating noise.

 100% protection to the load from full range of power disturbances.

 Start up without Mains (Cold start)

 Constant output frequency

38
 Commercial UPS

Fusion series of Commercial UPS is the World’s most advance Commercial UPS as it

is based on world’s most advances DSP Sine Wave technology. It provides steady

source of 100% pure sine wave power to the entire connected appliance. The power

supplied by the Su-Kam’s  Fusion series of Commercial UPS is actually purer then

the power supplied from the mains, a simple proof this fact is that appliance won’t

make any irritating humming sound as they do on normal UPS available in the

market.

39
 Solar Product

Features:

 DSP Based Design

 Pure Sine Wave Output with low Total Harmonic Distortion (TDH)

 High End Microcontroller based design.

 High Efficiency & High reliability

 Pulse by pulse current limiting with auto-reset resulting in efficient overload

and short circuit protection.

 Battery pole reversal protection & battery deep discharge protection.

 High surge capability (up to 300%) for starting heavy load.

 Noiseless in operation

 User- friendly display

40
 Battery

Inhaling lead fumes coming out of conventional Lead Acid Battery regularly is like

taking a daily dose of poison. That is why; inverters need new and safer solutions.

The fumes emitted by ordinary batteries, cause tiredness, muscle pain and stomach

aches, damage the liver, kidney, blood cells and nerves.

SU-KAM Power Bank series of Batteries are specially designed for optimum

performance, very long life, and high reliability. These are eminently suitable for a

wide range of applications.

41
Features:

 Perfect Match for your Inverter & UPS Systems.

 Performs under extreme conditions.

 Withstands Deep Discharge and Overcharge.

 Excellent protection against leakage and corrosion.

 Strong Containers/Covers.

 Intercell Welding reduces chances of accidental short-circuiting of cells.

 Special Lead Alloy Composition.

 Excellent charge acceptance.

 Large electrolyte volume.

 Micro porous PVC Separators.

 Option of Ceramic Vent Plugs

42
Battery Chargers & Equalizers

SMPS based Battery Chargers

Su-Kam's SMPS based, multistage, pure DC battery chargers are microprocessor

controlled for fast and accurate charging of all deep-cycle batteries. A wide AC input

voltage range enables proper delivery of a full three-stage charge, even when

charging from less than perfect quality grid power or generator power.

Battery Equalizer

Series StrInhaling of storage batteries are used quit commonly whit UPS, inverter,

Telecom SMPS Power Plants etc.

Battery Equalization is to correct this imbalance.

Single equalizer can be used for at least 2 number of batteries and maximum for 4

number of batteries connected in series.

43
Salient Features:

X-TRA Durable

Made of tough, long-lasting material which is not affected by battery leakages/spills

X-TRA Convenient

Battery slides in and out easily without getting stuck.

X-TRA Safe

Provides good ventilation for battery, at the same time - prevents battery fumes from

spreading

X-TRA Ease of Movement

Thanks to the smooth wheels of single trolley.

44
 CONSUMER’S BUYING BEHAVIOR

Understanding the buying behavior of the target market is the essential task of

marketing management under the marketing concept.

The consumer market consists of all the individuals and households who buy or

acquire goods and services for personal consumption.

Consumers vary tremendously in age, income, educational level, mobility patterns

and taste.

MODEL OF CONSUMER BEHAVIOR

Due to the growth in the size of firms and markets, marketing decision makers have

been removed from direct contact with their customers. Managers have had to turn to

consumer research. They spend more money in trying to learn: Who buys? How do

they buy? When do they buy? Where do they buy? Why do they buy?

How do consumers respond to various marketing stimuli, arranged by the Company,

is main question. Therefore, business & academic researchers have invested much

45
energy in researching the relationship between marketing stimuli and consumer

response.

46
 MODEL OF BUYER BEHAVIOUR

Their starting point is the stimuli-response model. Above figure shows marketing and

stimuli are of two types. Marketing stimuli consists of the 4 Ps: Product, Price, Place

and Promotions. Other stimuli consist of major forces and events in the buyer’s

environment economic, technological, political and cultural. All these stimuli pass

through the buyer’s black box and produce the set of buyer responses: Product choice,

brand choice, dealer choice, purchase timing and purchase amount.

47
MAJOR FACTORS INFLUENCING CONSUMER BEHAVIOR

Consumer’s purchases are highly influenced by cultural, social, personal and

psychological factors.

(A) CULTURAL FACTORS

Cultural factors exert the broadest and deepest influence on consumer behavior.

CULTURE

Culture is the most fundamental determinant of a person’s wants and behavior. The

child growing up in a society learns a basic set of values, perception, preference &

behavior through a process of specialization involving the family & other key

institutions.

48
SUBCULTURE

Each culture contains smaller groups of subcultures that provide more specific

identification & socialization for its members. Four types of sub culture can be

distinguished.

(i) Nationality groups.

(ii) Religious groups.

(iii) Racial groups

(iv) Geographical areas.

49
SOCIAL CLASS

Virtually all human societies exhibit social stratification. More frequently,

stratification takes the form of social classes. Social classes are relatively

homogenously and enduring divisions in a society, which are hierarchy ordered and

whose members share similar values, interests, and behavior.

(B) SOCIAL FACTORS

A consumer’s behavior is also influenced by social factors, such as the consumer’s

reference groups, family, and social roles and statuses.

(i) REFERENCE GROUPS

50
A person’s reference groups are those groups that have a direct or indirect influence

on the person’s attitudes or behaviors. Groups influence will be stronger for products

that will be visible to others whom the buyer respects.

(ii) FAMILY

Members of the buyer’s family can exercise a strong influence on the buyer’s

behavior. The family of orientation consists one’s parents. From parents a person

acquires an orientation toward religion politics, & economics and a sense of personal

ambition self-worth & love. The following products and services fall under such.

• Husband-dominant : Life insurance, automobiles

• Wife-dominant : Mixer, Washing Machine, and Kitchenware

(iii) ROLES AND STATUS

51
Participating of buyer in the different groups as clubs, organizations influence his/her

buying behavior. His/her position in the different groups can be termed as roles &

status. A role consists of the activities that a person is expected to perform according

to the persons around him/her. Each role carries a status reflecting the general esteem:

accorded to it by society.

(C) PERSONAL FACTORS

Personal factors a buyer’s decisions by his/her personal characteristics, occupation,

economic circumstances, life style, and personality & self- concept.

(i) AGE & LIFE CYCLE STAGE

People change the goods and services; they buy over their life time. They eat baby

food in childhood, most foods in the young age and special diets in the later year.

52
(ii) OCCUPATION

A person’s consumption pattern is also influenced by his or her occupation. A blue-

chip worker will purchase good clothes, care etc.

(iii) ECONOMIC CIRCUMSTANCES

A person’s economic circumstances will greatly affect product choice. His economics

circumstances consists of their spendable income, saving & assets, borrowing power.

(iv) LIFE-STYLE

A person’s life style is that person’s pattern of living in the world as expressed in the

person’s activities, interests & opinions.

53
(D) PSYCHOLOGICAL FACTORS

A person’s’ buying choices are also influenced by four major psychological factors-

(1) Motivation

(2) Perception

(3) Learning

(4) Beliefs and Attitudes

(E) BUYING ROLE

For many products, it is easy to identify the buyer. Men buy shaving Cream, Razor,

Cigarette etc. While cosmetics, pantyhose etc.

Thus, we can distinguish several roles people may play in a buying decision.

54
Initiator : One who first suggests or thinks of the idea of buying the particular

product or service.

Influencers : One whose views or advice carries some weight in making

the final decision.

Decider : One who ultimately determines any part of, or the entire

buying decision whether to buy, what to buy, or where to Buy.

Buyer : One who makes the actual purchase.

User : One who consumes or uses the product or service.

55
 SALES PROMOTION - A THEORETICAL FRAMEWORK

Sales promotion consists of a diverse collection of incentive tools, mostly short-term,

designed to stimulate quicker and / or greater purchase of particular products /

services by consumers or the trade.

Whereas advertising offers a season to buy, sales promotion includes tools for

consumer promotion e.g. samples, coupons, cash refund offers, prices-off, premiums,

prizes, patronage rewards, free trials, warranties, demonstration, contests:

Trade promotion e.g. buying allowances, free goods, merchandize allowance,

cooperative advertising, advertising and display allowances, push money, dealer sales

contests.

Sales force promotion (bonuses, contests, sales rallies).

56
Sales promotion tools are used by most organizations, including manufacturers,

distributors, retailers, trade associate and non-profit organizations.

A decade ago, the advertising-to-sales promotion ratio was about 60/40. Today in

many consumer packaged goods companies, the picture is reversed with sales

promotion accepting for between 60-70% of the combined budget. Sales promotion

expenditures have been increasing 12% annually, compared with advertising’s

increase of 7.6% of the fast growth is expected to continue.

Several factors contributed to the rapid growth of sales promotion, particularly

consumer markets.

Internal factors include the following:

Promotion is now more accepted by top management as an effective sales tool.

 More product managers are qualified to use sales promotion tools.

57
  Product manager are under greater pressure to increase their current sales.

External factors Includes the following:

 The number of brands has increased.

 Competitors use promotions frequently.

 Many brands are at parity. Consumers are more deal oriented.

 The trade has demanded more deal from manufactures.

 Advertising efficiency has declined because of arising costs, media costs and

legal restraints.

The rapid growth of sales promotion media (contests, coupon etc) has created a

situation of promotion clutter. Similar to advertising clutter. There is a danger that

58
consumers will start tuning out, in which case coupons. and other media will weaken

in their ability to trigger purchase. Manufacturers will have to find ways to rise above

the clutter, for instance, by offering large coupons, redemption values or using more

dramatic point of purchase displays or demonstrations.

PURPOSE OF SALES PROMOTION

Sales promotion tools vary in their specific objectives. A free sample stimulates

consumer trial, while a free management advisory service cements a long term

relationship with retailers.

Sellers used incentive type promotions to attract new tiers, to reward loyal customers,

and to increase the repurchase rates of occasional users.

New tiers are of three types

 Users of another brand in the same category.

 Users in other categories and

59
  Frequent brand switches.

Sales promotions often attract the brand switches, because users of other brands arid

categories do not always notice or act on a promotion. Brand switches are primarily

looking for low price, good value or premiums. Sales promotions are unlikely to turn

them into loyal brand users; Sales promotions are used in markets of high brand

users. Sales promotions are used in markets of high brand similarity produce a high

sales response in the short run but little permanent gain in market share. In markets of

high brand dissimilarity, sales promotions can alter market share more permanently.

Sellers often think of sales promotion as designed to break down brand loyalty, and

advertising as designed to build up brand loyalty. Therefore, an important issue for

60
marketing managers is how to divide the budget between sales promotion and

advertising.

Ten years ago marketing managers would decide what they needed to spend on

advertising and put up the rest on sales promotion. Today marketing mangers first

estimate what they need to spend in trade promotion, then what they need to spend in

consumer promotion and whatever is left they will budget for advertising.

A study conducted by Brown has revealed the following :

 Sales promotion yield faster response in sales than advertising does.

61
  Sales promotions do not tend to yield new, long term buyers in mature

markets because they attract mainly deal prone customers who switch among

brands as deals become available.

 Loyal brand buyers tend not to change their buying patterns as a result of

competitive promotion.

 Advertising appears to be capable of increasing the prime franchise of a

brand.

There is also evidence that price promotions do not permanently build total category

volume. They usually build short term volume that is not maintained. Small share

competitors find it advantageous to use sales promotion, because they cannot afford

to match the large advertising budgets of market leaders. Nor can they obtain shelf

62
space without offering trade allowance or stimulate consumer trial without offering

consumer incentives. Price competition is often used by a small brand seeking to

Enlarge its share, but it is IT less effective for a category leader who growth lies in

expanding the entire category.

Sales promotion seems most effective when used together with advertising. In one

study, point-of purchase displays related to current Inverter & Batteries commercials

were found to produce 15% more sales than similar displays not related to such

advertising. In another, a heavy sampling approach along with INVERTER &

BATTERIES advertising proved more successful than either Inverter & Batteries

alone or Inverter & Batteries other coupons in introducing a product.

63
SELECTING THE SALES PROMOTION TOOLS

Sales promotion tools are selected keeping in view the sales promotion objectives.

These, objectives are derived from broader promotion objectives which are derived

from more basic marketing objective d for the product. The specific objectives set for

sales promotion will vary with the type of target market.

For consumers objectives include encouraging purchase of larger size units, building

trial among non-user and attracting switches away from competitors’ brands.

For retailers’ objectives inducing retailers to carry new items and high level of

inventory, encouraging off season buying, encouraging stocking of related items,

offsetting competitive promotions, building brand loyalty of retailers and gaining

entry into new retail outlets. For the sales force, objectives include encouraging

64
support of a new product or model, encouraging more prospecting and stimulating

off-season sales.

Many sales promotion tools are available to accomplish these objectives.

The main sales promotion tools are designed for consumer promotion, trade

promotion and business promotion.

CONSUMER PROMOTION TOOLS:

The main consumer promotion tools include samples, coupons; cash refund offers,

price packs, premiums, prizes, patronage awards, free trials, product warrantees, tie-

ins, and point-of-purchase displays and demonstrations.

SAMPLES

65
They are offers of a free amount or trial of a product to consumer. The sample might

be delivered door to door, sent in the mail; picket up in a store, found attached to

another product or featured in an advertising offer. Sampling is the most effective and

most expensive way to introduce a new product.

COUPONS

They are certificate entitling the bearer to a stated saving on a purchase of a specific

product. Coupons can be mailed, enclosed in or on other products, or inserted in

magazine and news Inverter & Batteries advertisements.

CASH REFUND OFFERS

66
Cash refund offers or rebates are like coupons except that the price reduction occurs

after the purchase rather than at the retail shop. The consumer sends a specified proof

of purchase to the manufacturer who in turn refunds part of the purchase price by

mail.

67
68
 RESEARCH METHODOLOGY

Research Methodology is a systematic way, which consists of series of actions or

steps necessary to effectively carry out research and the desired sequencing of these

steps. The marketing research is a process of involves a number of inter-related

activities, which overlap and do rigidly follow a particular sequence. It consists of the

following steps

1. Formulating the objective of the study

2. Designing the methods of data collection

3. Selecting the sample plan

4. Collecting the data

5. Processing and analyzing the data

6. Reporting the findings.

69
Objective of Study

Research Design

Sample Design

Data Collection

Data analysis

Reporting of Findings

70
 RESEARCH DESIGN

Research Design specifies the methods and procedures for conducting a particular

study. A Research Design is the arrangement of conditions for collection and analysis

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

economy in procedure. Research Design is broadly classified into three types as

 Exploratory Research Design

 Descriptive Research Design

 Hypothesis testing Research Design

On the basis of the objective of study, the studies which are concerned with

describing the character tics of a particular individual, or of a group of individual

under study comes under Descriptive Research Design.

Descriptive Research Design: In this research design the objective of study is clearly

defined and has accurate method of measurement with a clear cut definition of

population which is to be studied.

Formulating the research problem

Two steps are involved in formulating the research problem:

 Understanding the problem

 Rephrasing the problem into meaningful terms from an analytical point of

view.

The training sessions are conducted in the beginning of training in order to make us

clear about the task provided and how to handle the different situations.

71
 PREPARING THE RESEARCH DESIGN

The research design is developed to collect the relevant information with

minimum of efforts, time and money.

 Marketing Research Objectives:

 Type of Study: Descriptive.

 Research Area: MEERUT.

 Source of Information: Primary Data.

 Data Collection Instrument: Questionnaires & Personal

Interview.

 Research Approach: Survey Method.

SAMPLING DESIGN

A Sample Design is a definite plan for obtaining a sample from a given population. It

refers t the technique r the procedure adopted in selecting items for the sample. The

main constitution of the sampling design is as below-

1. Sampling Unit

2. Sample Size

3. Sampling Procedure

72
SAMPLE AREA: MEERUT

SAMPLING UNIT:

A sampling framework i.e. developed for the target population that will be sampled

i.e. who is to be surveyed.

 Consumers

SAMPLE SIZE

It is the substantial portion of the target population that are sampled to achieve

reliable results.

50 ------- RESPONDENTS (Customers)

SAMPLING PROCEDURE

The procedure to choose the respondents to obtain a representative sample, a non-

probability sampling technique is applied for the target – market.

Non-Probability Sampling

It is a purposive sampling which deliberately chooses the particular units of the

universe for constituting a sample on the basis that the small mass that they so select

out of a huge one will be typical or representative of the whole.

Judgment sampling: To select population members who are good prospects for

accurate information?

73
 DATA COLLECTION

The data collection process is the predefined task that I have to undergo. The data

collection process starts right from the first day till the final day on the field. During

the whole period a list of different retailers scattered around whole of the Meerut gets

visited on the regular basis. The main task is to analyze the market potential, study of

the market share of the company and analyzing the competitor’s strategies.

The survey process is not complete without consulting the Distributor & Retailers.

The distributors are the key nodes that make the chain moving effectively. So the

response made by them is also an essential criterion to involved and reaching for

certain decisions.

There are several ways of collecting appropriate data that differ considerably in the

context of money costs, time, and other resources at the disposal of the researcher.

The tools used for data collection are as:

PRIMARY DATA

The primary data are those data, which are collected afresh and for the first time. And

happen to be original in character. The primary data to be collected for the study are-

 Questionnaire – A set of questionnaire is prepared for the cause of

collecting different information related to the pre-determined

objectives. The questionnaire prepared is in two forms & targeted

towards the doctors and chemists differently. The format of

questionnaire is structured and non-disguised.

74
 Direct Personal Interview – Under this method of collecting data

there is face-to-face context with the person from whom the

information is obtained. The data collected are from the respective

selected doctors and chemists visited regularly. The pattern used is

Structured and Indirect Interview.

75
 SECONDARY DATA

Secondary data means data that are already available i.e., they refer the data, which

have already been collected and analyzed by someone else. When the researcher

utilizes secondary data, then he has to look into various sources from where he can

obtain them, IN this case he is certainly not confronted with the problems that are

usually associated with the collection of original data. Secondary data may either be

published data or unpublished data. Usually published data are available in:

 Various publications of the central, state and local governments;

 Various publications of foreign government or of international bodies and

their subsidiary organization.

 Technical and trade journals.

 Books, magazines and news.

 Reports and publications of various associations connected with business and

industry, banks, stock, exchanges etc.

 Reports prepared by research scholars, universities, economists etc.

 Public records and statistics, historical documents, and other sources of

published information. The sources of unpublished data are many; they may

be found in diaries, letters, unpublished biographies and autobiographies and

also may be available with scholars and research workers, trade associations,

labor bureaus and other public/private individuals and organizations.

76
77
 SWOT ANALYSIS

STRENGTH

1. Su-Kam Inverter & Batteries’ strategies are more interested in expanding the

market than wresting share away from other players.

2. Su-Kam Inverter & Batteries decided to be a value driver, selling novel

product benefits.

3. Su-Kam Inverter & Batteries applied unique insight across product markets,

including consumer electronics, where people hadn’t imagined that health had

any relevance (like offering AC’s with health air system with anti fungus,

electrostatic and deodorizing and anti-bacteria filters –so that AC which was

previously just a cooling machine, is low wanted by people to improve the

aesthetics of the room, give them status, be easy to operate and improve

health.

4. And this due to the accurate presentation by effective advertisements the

Indian consumers is beginning to judge all sort of machines by what they

mean for a healthful life style.

5. Su-Kam Inverter & Batteries a technological brand as compared to others

which launched a whole range of household products simultaneously and

because of the strategy the customers had been benefited with the

consciousness of concept of health who receive it in the from of quality

“healthful” products.

78
6. Operating with a consumers perspective is a matter of routine at Su-Kam

Inverter & Batteries keep on asking ridiculous questions and then figuring out

how much to deliver.

WEAKNESSES

1. SU-KAM INVERTER & BATTERIES has less no of retailers.

2. Less force – it has less no. of marketing personnel.

3. It has planned for setting up of new plants where their competitor has planned

to setup several new plants.

4. It has no extra features in the brand that differentiate its from other

competitors.

5. In Su-Kam Inverter & Batteries There is no any famous personality as brand

personality.

79
 OPPORTUNITY

1. It can take the market very well with the new investment of 82 millions.

2. It can give a big jerk to its major competitor in SU-KAM INVERTER &

BATTERIES (Paradise, PG group) increase its number of product in

consumer goods.

3. Increasing trend of SU-KAM INVERTER & BATTERIES of different

brands.

THREATS

1. It has a continuous threat from pg groups as well as various other competitors.

2. Su-Kam Inverter & Batteries has major market than other competitor the

company.

3. A large amount of expenses on the production.

80
81
 DATA ANLAYSIS

Q:- EVALUATION OF OTHER COMPETITIVE BRANDS IN PRODUCTION

STRATEGY?

Company % age
Su-Kam Inverter & Batteries 40
Unicon Inverter & Batteries mills 15
Microtech Inverter & Batteries mills 8
Luminous Inverter & Batteries mills 15
Others 22

40% 40%
35%

30%

25%
22%
20%

15% 15% 15%

0%
Su-Kam Unicon Microtech Luminous Others

INFLUENCES

82
In the survey in find the brands strategy production Su-Kam Inverter & Batteries is

more than other competitive, more 40% have Su-Kam Inverter & Batteries, and

second greater than 22% of other and lower the brand strategy of production have

Nobel group.

83
Q:- CUSTOMERS INFLUENCED BY THE PRODUCTION PROCESS

FEATURES?

Company % age
Model 20
Concept 20
Technology 20
Product 40

40% 40%

35%

30%

25%

20% 20% 20% 20%

15%

10%

5%

0%
MODEL CONCEPT TECHNOLOGY PRODUCT

INFLUENCES

1. 20% of customers are influence by the model as shown in the production.

2. 20% of customers are influence by the concept as shown in the production.

3. 20% of customers are influence by the technology as shown in the production.

4. 40% of customers are influence by the production as shown in the production.

Q:- CUSTOMER VIEW OVER QUALITY REFLECTED THROUGH

PROCESS?

84
Company % age
Actual 80%
Exemplary 20%

80%
80%

70%

60%

50%

40%

30%
20%
20%

10%

0%
ACTUAL EXMPLARY

Analysis

In the survey I find more 80% of the customer view of the quality reflected is actual

basis and rest 20% exemplary basis.

1. 80% of actual basis

2. Rest of exemplary

Q:- ARE YOU SATISFIED WITH SU-KAM INVERTER & BATTERIES

SERVICE?

Total of respondents – 50

Yes 40

85
No 10

90% 80%
80%
70%
60%
East
50%
West
40%
North
30% 20%
20%
10%
0%
Yes No

INFLUENCES

 In the survey we find maximum 80% consumer are satisfied with Su-Kam

Inverter & Batteries service and rest 20% has problem with service.

86
Q:- ARE YOU SATISFIED WITH QUALITY OF PRODUCT?

Total of respondents – 50

Yes 40
No 10

100% 90%
90%
80%
70%
60% East
50% West
40% North
30%
20% 10%
10%
0%
Yes No

INFLUENCES

 In the survey we find maximum 90% consumer are satisfied with Su-Kam

Inverter & Batteries quality and rest 10% has problem with quality.

87
Q:- Which A4 size copier Inverter & Batteries you sale in our stationary shop?

Total of respondents – 50

Companies Respondent
Su-Kam Inverter & Batteries 15
Unicon Inverter & Batteries mills 10
Microtech Inverter & Batteries mills 8
luminous Inverter & Batteries mills 7
Others 10

35%
30%
30%
25%
20% 20%
20% East
16%
14% West
15%
North
10%
5%
0%
Su-Kam Microtech Others

INFLUENCES

In the survey we find maximum 30% consumer used Su-Kam Inverter & Batteries

and second largest consumer used Unicon and other brand.

88
 FINDINGS

 There are a large number of small & big localities in the area. It was a difficult

task to cover too many companies. Hence, only 3 of them were selected,

MEERUT East, West, North, South.

89
 Exclusive dealer of the company, were also inquired where sometimes delays

occurred and repeated visits were made on account of the concerned person

unavailable or busy.

 Only 50 odd customers were covered in the project and that too equally

divided in the localities selected, which is infect a small sample to represent

the population.

 Customer awareness and negligence was also a problem since many of them

the end to walk from the Inverter & as soon as advertisement break

commences in during and after the schedule of programs and film.

 Only a small function of customers reading national dailies is one of the

factors of their not coming across advertisements and without which

advertisement effectiveness cannot be judged.

 Locating dealers selling brands other than SU-KAM INVERTER was a

difficult task. Their views seemed necessary in getting an overall picture.

Many of them out rightly to entertain the questionnaire.

 Contacting the various eligible customers and probing in details about various

features of the advertisements, improvements of the competitors, their

suggestions etc. sometimes proved a difficult job.

90
91
 LIMITATIONS

While working on this project I have to face some difficulties while conducting the survey.

People were not interested in giving there actual information about their product, as they

were extremely scared about the income tax some people have difficult to take them in

confidence so that they can give correct information.

Some of the limitation is:

 Not interest to meet

 Refusal to co-operate

 Respondent bias

92
93
 CONCLUSION

 There are on an average 43.33% the existing users of the company’s products

in the area.

 90% of the vendor is dealing in the company’s products since many years

when the company started it operations.

 9167% of the respondents have seen the company’s advertisements, out of

which the advertisement recall is barely 44%.

 The symbol / logo recall is appreciable to be 72%.

 Most problematic feature of the advertisement seems to be the slogan with a

whooping lower recall of 13%.

 After viewing the company’s advertisement a significant proportion (76%)

think of buying the company’s product.

 Among the various features of the production the highest performance (60%)

goes for the overall production. On the contrary, the lowest preference (6%) is

for the message.

 41% opined that the company’s production ltd company 34% opined that the

company’s advertisement is ideally for company.

 97% of the respondents are of the opinion that the products actually confirm

to the standards shown in the advertisements.

 A sizeable population (60%) is in the favor of their favorite stars and models

to be featured in the company’s advertisement easily, preferably in the first

94
 shot.

 On an average 56% of the customers are in the favor of the frequency of the

production to be increased. While 95% favor the launching of the nationwide

promotional schemes by the company.

 One of the major studies was about the overall customer’s satisfaction survey

42% of respondents find it good but need some alteration. In addition a

strikingly 32% find it very good and promising.

95
96
 RECOMMENDATIONS

 Production are made intended to accomplish the task of communicating

effectively and properly, by communicating to the right person, by

communicating the right message; put across through appearing and

persuasive language, to positively after the purchase behavior of the

target audience. The role of advertisement is to provide the maximum

economic returns to the company and fulfilling other social and

informational objectives as well.

 When seen in the light of above the advertising campaign of the

company broadly seems to achieve the objectives.

 Focus to be shifted towards major fraction of Indian society.

 As reflected from the analysis, a major population is in the impression of

the advertisements catering to the lives and needs of the richer society

which themselves from only a fraction of the entire population of the

country. Now at this point of the time when the company has established

itself as a major brand in the country the company should strive to

engross itself deeper into the lives of the major fraction of the Indian

society i.e. the rural and the semi urban population.

 Use of better, catchy slogans.

 The successful today have the Su-Kam Inverter & Batteries working

towards a better future today have the element of effective slogans or

punch lines as well. The slogans should be such that they are short’s

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 sweet to be humble at the same time contributing cleverly to the overall

objective of the advertisements.

 The recommendation of effective and catch punch lines or slogans to be

made a part of the production of the company will definitely improve the

present impact. Such slogans it incorporating regional sayings or slang

might make them more easily understood and quick to repeat and sign.

 Launching of nationwide promotional schemes

 As the analysis reflected that it is the need of the hour to launch more

attractive schemes country wide on the major festivals, seasonal events,

etc. the company can go for some incentives schemes for its existing

customers to create loyalty among them. It can be something like –

Lucky Draw prizes, sending festivals wishes etc. it would help the

company to crate band loyalty as well enhance the existing market share.

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 BIBLIOGRAPHY

BOOKS:

 (Author-G.C.Beri) Market Research

(Publish Tata McGraw Hill Publishing Co. Ltd. Meerut)

Second Edition.

 (Author-Philip Kottler) Marketing Management

(Publish Prentice Hall India Pvt.Ltd. New Meerut)

Ninth Indian Edition.

WEBSITE:

 www.google.com

 www.su-kam.com

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QUESTIONNAIRE FOR CUSTOMER SATISFACTION SURVEY

Customer representative: Surveyed by:

Responsibility area: Responsibility area:

Name: Name:

Signature: Signature:

Q-1: How do you rate the quality of Su-Kam Inverter & Batteries product?

a. Excellent b. Very good

c. Good d. Average

Q-2: What would be your rating on basis of returns generated by that

product?

a. High return b. Average return

c. Low return

Q-3: What do think about the technology and equipment use by them? That

is hardware plant / Machinery etc?

a. Excellent b. Good but more improvement

c. Average quality d. Need replacement

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Q-4: Are you satisfied with delivery system that Su-Kam Inverter &

Batteries is following?

a. Fully satisfied b. Further improvement

c. Partially satisfied d. Never satisfied

Q-5: Is the packaging according to your specification?

a. Always b. Yes, Its good

c. Never

Q-6: Do you get the original product specified by you?

a. Mostly b. Always

c. Never

Q-7: How do you compare Su-Kam Inverter & Batteries in terms of

technology with context to the technology used by your competitor?

a. Better then competitor b. quite competitive

c. Innovative d. Low then competitor

Q-8: How would you rate the policies and practices followed by Su-Kam

Inverter & Batteries in there organization?

a. Excellent b. Very good and effective

c. Quite good but old trends d. Not aware

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 Q-9: What about the communication or response to various quarries of

yours?

a. Excellent b. Very good

c. Good d. Just ok

Q-10: What about various additional services provide by them?

a. Very good b. Average

c. Not aware

Q-11: Which attributes of the product attract you to buy it or what attributes

of Su-Kam Inverter & Batteries products attractive?

a. Cost b. Quality

c. delivery service d. Product design

e. Technology f. Others

Q-12: How do you rate the following attributes of Su-Kam Inverter &

Batteries product on the scale of 1-5……………………….

Cost 1 2 3 4 5
Quality 1 2 3 4 5
Delivery service 1 2 3 4 5
Product design 1 2 3 4 5
Technology 1 2 3 4 5

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