STABILIZERS (P) LTD

No. 18, Kamaraj Salai, (off) Eldams Road, Teynampet, Chennai 600018 Phone: 2433 4993, 2435 7008 E- mail: [email protected]

24.07.2010

CERTIFICATE
This is to certify that Mr. M. SIVAKUMAR student of RAI BUSINESS SCHOOL BANGLORE , Studying M.B.A(final year) have done hiss project work related to MARKETING topic on CUSTOMER PREFERENCE At EVEREST STABILIZERS, Pvt Ltd, Chennai during the period of October 2011 to December 2011 i.e.,(07.10.2011 to 25.12.2011) under my guidance.

All the best for her future endeavors.

P.Hemachandran Marketing Manager (Chennai Branch) Everest Stabilizers, Pvt, Ltd.

PROJECT REPORT ON A STUDY ON CONSUMER PREFERENCE TOWARDS EVEREST STABILIZERS, PVT, WITH SPECIAL REFERENCE TO

Report submitted in partial fulfillment of the requirements for the Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION OF MANONMANIAM SUNDARANAR UNIVERSITY SUBMITTED BY M.SIVAKUMAR ENROLLMENT NO 10CM51601 UNDER THE GUIDENCE OF MR. Prof Das

BONAFIDE CERTIFICATE Certified that the summer project report titled A STUDY ON CONSUMER PREFERANCE TOWARDS EVEREST STABILIZERS is the bonafide work of M.SIVAKUMAR Register number 10CM51601 who carried out the research under my supervision. Certified further that to the best of my knowledge the work reported here in does not form part of any other project or dissertation on the basis of which a degree or award was conferred I earlier occasion on this or any other candidate.

SUPERVISOR

HEAD OF THE DEPARTMENT

Submitted to Project and Viva Examination held on _______________________

Internal Examiner

External Examiner

ABSTRACT The title of the project is about A Study on Customer Preference towards Everest stabilizers, Pvt, Ltd, Chennai. The need for the study is to assess the customer preference in the marketing environment. The objective of the study is to find out customer preference, level of satisfaction, to analyze the factors for preference and identify the facilities provided to the customers. The research design used for study in their project is descriptive research. Descriptive research is a research done on the basis of population and sample size. The sources of data used for study is primary data and secondary data. Primary data are through Questionnaires and discussions with the customer. Secondary data are collected in the form of customer annual opinions, websites and newspapers. The data collected are analyzed with the help of statistical tools. The findings, suggestions and conclusions are framed with the help of analyzed data.

ACKNOWLEDGEMENT I express my sincere thanks to Mr. Prof . das , internal guide RAI BUSINESS SCHOOL for her able and constant guidance that has made this project work attain its present shape. I wish to express my deep sense of gratitude to other staff members in the Department, RAI BUSINESS SCHOOL for their valuable suggestions and encouragement during the project. I wish to express my deep sense of gratitude to Mr.P.Hemachandran.MBA for giving me this opportunity to undertake this project task. In conclusion, I would like to express my sincere thanks to my family members, friends and one and all of those who rendered their valuable assistance, in bringing out this project work a successful one.

DECLARATION I hereby declare that the project entitled A Study on customer preference toward Everest stailizers, pvt, Chennai.. in partial fulfillment of the requirements of MANONMANIAM SUNDARANAR UNIVERSITY for the award of the degree in Master of Business Administration is my original work and that it has not formed the basis for the award of any degree, associate ship, fellowship, diploma or any other similar title.

Place: Time:

Signature of the student (M.SIVAKUMAR)

BANGLO BANGLORE

CONTENTS
CHAPTER NO I INTRODUCTION 1.1 GENERAL 1.2 INDUSTRY PROFILE 1.3 COMPANY PROFILE 1.4 OBJECTIVES OF THE STUDY 1.5 SCOPE OF THE STUDY 1.6 LIMITATIONS OF THE STUDY II III REVIEW OF LITERATURE RESEARCH METHODOLOGY 3.1 RESEARCH DESIGN 3.2 SAMPLING METHOD 3.3 DATA COLLECTION 3.4 TOOLS FOR ANALYSIS IV DATA ANALYSIS AND INTERPRETATION 4.1 DATA ANALYSIS 4.2 STATISTICAL ANALYSIS V VI VII SUMMARY OF FINDINGS SUGGESTION AND RECOMMENDATIONS CONCLUSION ANNEXURE i. ii. QUESTIONNAIRE BIBLIOGRAPHY CONTENTS PAGE NO

S.NO 1

TABLE NO 4.1

DESCRIPTION Showing the Sex of the Respondents

PAGE NO

4.2

Showing Age Group of the Respondents

4.3

Showing the Occupation of the Respondents

4.4

Showing the Monthly Income of the Respondents

4.5

Showing the Preference of Respondents for voltage stabilizer

4.6

Showing Everest product preference of Respondent

4.7

Showing the level of Price Satisfaction of Respondent

4.8

Showing the Respondent Preference when Price Increased

4.9

Showing preference of Respondent for Promotional tool

10

4.10

Showing preference of Respondents for Less Cost Alternative Products

11

4.11

Showing Source of Information to Respondents.

4.12 12

Showing Factors for choosing Brand by Respondents

CHAPTER I I.INTRODUCTION
1.1 GENERAL
Marketing is a societal process by which individuals and group obtain what they need and want through creating, offering and freely exchanging product and services of value with others. Marketing management as they are and science of choosing target market and getting keeping and growing customers through creating, delivering and communicating superior customer value. Markets can be classified in many ways, namely local market, national market and international market. Marketing is a process by means of which goods and services can be exchanged. On the other hand marketing is a wider and more comprehensive term. It includes the whole process of distribution. Marketing is the business process by which products are matched with the market and through which transfer of ownership is affected. Marketing has changed dramatically, evolving from the old fashioned concept of simply providing the goods and making it available for consumer to be days highly competitive marketing strategies. Who is a customer? A customer is not dependent on us, we are dependent on him. A customer is not an interruption of our work. He is her purpose if it we are not doing a favor by giving as the opportunity to do so. A customer is not someone to argue or match with. Nobody ever won an argument with a customer. A customer is a person who brings us his wants; it is our job to handle them profitably to him and to ourselves. Today more companies are recognizing the importance of satisfying and retaining the importance of satisfying and retaining customer. Satisfied customer constitutes the companys relationship capital. If the company were to be sold, the acquiring company would have to pay not only for the plant and equipment and the

brand name, but also for the delivered customer base, namely the number and the value of the customer who would do business with the new firm. Advantage of the consumer Brand goods are generally of good quality because brand owners try to maintain quality in order to secure stronger market position. Since branded goods are produced on mass scale are readily available the customer not face and hardship in purchasing the products. Prices of branded goods are uniform thought out the country Brand A brand name consists of words, letter and 10% numbers which may be vocalized and refers to products. Brand preference Brand preference means liking at one brand rather than another. In other words, brand preference is the prior right, favored position, better liking given to a particular brand of product. Consumer behavior According to Webster, buyer behavior is all physiological, social and physical behavior of potential customer as they become aware of evaluate purchase consumer and tell other people about products and services Manufacturers and service companies who brand their products must choose which brand names to use. Four strategies are available. Buyer behavior emphasis that behavior is both individual process and group processes. If follows the buyer from awareness through to post purchase evaluation. It includes communication purchasing and consumption behavior. Consumer behavior helps as to understand the purchase behavior and preference of different consumers. Individual names Blanket family names Separate family names for all products Corporate name combined with individual product names. Once a company decides on its brands name strategy it faces the task of choosing the specific brand name. The company could choose the name of a person

location quality, lifestyle or an artificial name. Companies need to periodically audit their brands strengths and weaknesses company will occasionally discover that it may have to reposition the brand because of changing customer preference or new competitors. Consumer Preferences This is used primarily to mean an option that has the greatest anticipated value among a number of options. This is an economic definition and does not tap into wishes or dreams (for e.g. that safe drinking water was free, that there should be world peace) but for all practical purposes is an appropriate definition. Preference and acceptance can in certain circumstances mean the same thing but it is useful to keep the distinction in mind with preference tending to indicate choices among neutral or more valued options with acceptance indicating a willingness to tolerate the status quo or some less desirable option.

Consumer Awareness Consumer awareness is the level of knowledge about, in this case, product which includes the company, regulatory framework, supply system and service, or the product itself. In most research the adequacy or otherwise of awareness is anchored against the service provider or regulators Perspective on the supply. Where consumer awareness does not equate with industry perspective this is often termed a consumer (mis) perception. However, it should be noted that there is a distinction between holdings factually incorrect knowledge about the supply system and differing perspectives on, say, the safety of the supply. In the latter example assessments of safety judgments are made under uncertainty about the future and thus have a legitimately contestable truth status. What is acceptably safe is a matter of judgment (potentially based on good science but judgments under uncertainty nonetheless) and may or may not be a misperception.

1.2 INDUSTRY PROFILE

A Voltage stabilizers an electrical device, which changes Voltage levels and facilitates transmission, distribution and utilization of electrical power in the most efficient and economic manner. The voltage stabilizer industry in India has developed for over 50 years and has a well matured technology base. Energy efficient amorphous core with low noise levels are also being developed to meet International requirements. After a lull of almost two years, the Indian electrical equipment industry has once again gained momentum by clocking an impressive 11.25% growth in the year 2009 - 10. This growth was against a five year low of 2.73% registered during 2008 - 09. A substantial improvement in growth was experienced in the 2 nd half of 2009 - 10 resulted in a sharp rise in the performance. During this period, the industry grew by about 20% as against just 1.7% in the 1st half. The fourth quarter really saw an astonishing growth of 30% and above in sectors like rotating machines, switchgear and cables due to economic recovery in sectors like real estate and infrastructure etc. IEEMA, the apex body representing the Indian Electrical Equipment industry, which monitors production and sales data of its members on a regular basis, informed that

the growth figures reported were in terms of volume and the financial results may differ and may vary from sector to sector depending on order book, expected business, raw material prices, margins etc. The highest growth of 14.54% was reported by the switchgear group though high tension switchgear recorded a low growth of 5.78%. In case of high voltage group, very high growth of 56% was experienced in the extra high voltage (above 245 KVA) segment, whereas for other voltages, the growth was comparatively lower with medium (up to 36 KVA) and high voltage breakers (36-245 KVA) demand eroding by 4% and 23% respectively. Power contactors, miniature circuit breakers and other Low voltage circuit breakers registered more than 20% growth due to increased off-take from building and railway sector. Industry is expecting that the growth will be sustained in the medium term.

Voltage stabilizer sector grew by 17.16%; Especially of capacities above 220 KVA class. Overall Exports growth was almost stagnant with improvement in export. Major concerns of the power sector now are shortage of skilled manpower required to execute large projects, fuel linkages, land acquiring and promotion and development of green/clean energy, informed industry sources.

1.3 COMPANY PROFILE

Incorporated in the year 1999, the Chennai-based Everest Stabilizers Private Limited has stretched its market in Tamil Nadu, Karnataka, Andhra Pradesh and Goa with its wide range of Products Company had its beginning in the entrepreneurial vision of Mr. J. Samson Devanandh and Mr. J. Edison Devasir. Having over 10 years of indepth experience in dealing major Stabilizers. The s and Air-Conditioning brands in the market, they gave birth to the brand, and under their stewardship, it has now become synonymous to stabilizers. The company is committed to striving continuously to excel your expectations and thereby become the market leader. Vision statement Let us endeavor to make Everest a quality name Mission statement To offer products at affordable prices, which add to comfort of life through saving in time and energy. To make our products meet international quality standards and provide trouble free performances. To adopt designs, which support timely and efficient post sale service. To continuously innovate and add value to our products, if needed with technical collaboration. To continuously assess and improve customer care. Optimum Quality Performance An ISO 9001: 2000 certified company and our products have been well appreciated and preferred by many government and private organizations. With sophisticated technology, stringent quality controls and effective R&D, our stabilizers and inverters produce Optimum Quality Performance that has been acceptable to them. Through continuous research and development, we strive to provide quality products that assure the long life of your electronic appliances. Trust, commitment to customer satisfaction, high product quality with consistent performance and timely support service

are some of the factors that have contributed to our respectable position in the market. No wonder, we have found a presence in thousands of households across the country. Infra structure Powered by sophisticated technology, the manufacturing facility presently has the capacity to produce 15,000 products a year in each category and is well set for expansion. Quality and consistency are maintained in each unit as per the R&D stipulations and manufacturing standards. Product They have taken customers specific needs as insights and have developed the complete range of products that include usage-specific stabilizers and inverters. Each of our products is manufactured under the technical guidance of experts and strictly adheres to international standards. From sourcing till packaging, every stage of manufacturing undergoes intense quality control processes in order to ensure that you acquire only the best. These sensibly designed products are reasonably priced and come with a warranty which is an added advantage. On the whole, the products show a dedication to providing the protection that everyone trusts.

Products

features

Pearl shell (Stabilizer for TV and Refrigerator)

Space-saving compact design, Optimum Quality Performance by the utilization of Sophisticated Solid State Circuitry Technology, Power saving technology and Noise-free.

AC Stabilizer (An exclusive for Air conditioner)

Space-saving Slim design, Advance safety with the help of torriodal transformer, Optimum Quality Performance, 40% power save,

Noise free, Instant start and Intelligent time delay provisions.

Everest Classic (Exclusive for LCD TV)

Space saving compact design, Optimum Quality Performance, Power saving technology, Noise free.

Inverter (Efficient Backup)

Faster charging and intelligent thermal management, Longer battery life, Compact design, Intelligent visual and audio indication, Micro processor based technology, Greater efficiency that conserve energy, Low operating noise.

The products come in three categories: Automatic Voltage Stabilizers (300VA to 15 KVA), Servo Voltage Stabilizers (1KVA to 200 KVA) and UPS (500VA to 5 KVA). Each with its own intelligent features ensures non-stop working well beyond the warranty period and enhances the performance of appliances. Clientele With their sophisticated products and reliable service, they have served over 200 major organizational clients across South India and Goa. Some among them are Indian Institute of Technology -Chennai, Oil and Natural Gas Corporation Limited, Tamil Nadu Tourism Development Corporation Limited, Sun network Pvt, Ltd.

1.4 OBJECTIVES

PRIMARY OBJECTIVE To study about customer preference towards Everest stabilizers.

SECONDARY OBJECTIVES: To know the factors affecting customer preference. To analyze the preference of the customer towards Everest Stabilizers. To evaluate the effects of advertisement. To know various strategies used by companies to attract customers.

1.5 SCOPE OF THE STUDY

This report will help to understand the customer preference towards purchasing a stabilizer. It also opens the various factors which can effects the purchasing a stabilizer. This report will be helpful for Retailer and companies so that they can understand the customer preference and can satisfy the customer on better manner.

 This report provides a frame of mind of people, what are they prefer and up to how much level these expectation met.

1.6 LIMITATIONS OF THE STUDY The findings of the study are solely based on the information provided by the
respondents.

The accuracy of findings is limited by the accuracy of statistical tools used for
analysis.

The findings of the study are subjected to bias and prejudice of the respondents. The sample size is restricted to 100 respondents from infinite population so the
findings merely wont reflect the true opinion of the population.

CHAPTER II REVIEW OF LITERATURE

ICR defines customer preference as the power of ability to choose one thing over with the anticipation that the choice will result in greater satisfaction, greater capability or improved performance. Arthur Middle Ton Hugher indicated that customer preference is to build customer loyalty, each party has to know something about the other one; what they do ,what they like, how to communicate. One of the most inexpensive but powerful loyalty building techniques is to get customers to enter their own preferences for services. This can be done in writing or over the phone, but today increasingly is done on the web. The advantages of creating a customer feel that he or she has been listed by your company. The customer preference we need to determine the functional or performance demands involved in the purchase, the desired outcomes, and the subjective norms consumers use to determine their desire for product or service over another. The primary assumption of the model is that individuals make considered purchases. Research into this area of customer preference has brought understanding to some of the major issues with standard customer satisfaction research. Most importantly we have come to realize that high customer satisfaction does not assure continued customer preference. Satisfaction research over the past fifteen year demonstrates that high satisfaction scores, while a measures of corporate performance on a set of important criteria, do not adequately explain the composition of preference

formation and therefore often serve as in sufficient predicators of sustained preference or what is normally referred to as customer loyalty. Loyalty as a concept has also shown itself to difficult to define, like beauty. Loyalty is truly is of the be holder. We understand there are different types and degrees of loyalty and some of these are not appropriate in describing the relationship between a customer companies. Test and controls can show that customers who complete a profile with preferences are more loyal than other customers. For preferences to work, of course , you will have to modify your services or communication to customer based on their expressed preferences. International Journal of Management Vol. 23 No. 2 June 2009 Modeling Customer Preferences: An Empirical Study of the Automobile Market in Brazil Luiz Paulo Lopes Favero Universidade de Sao Paulo, Based on this analysis, we conclude that an understanding of consumer behavior relative to the attributes of goods, such as automobiles, could enhance the management of the industry value chain. Customers factor in criteria such as locomotion quality, safety, comfort, speed and such other attributes consistent with their needs and preferences in their choice of automobiles. A potential customer for an automobile discriminates between available features, prioritizes one's preferences and evaluates their relative worth taking into account the price one is willing to pay for a vehicle. John McKean, in an excellent book, in 2008, Customers are People The Human Touch thinks of the organization-customer interaction as a series of cascading touch points. Those touch points comprise the customer environment and it is through interacting with that environment that customer preference is formed. The ICR PFM process is an excellent analytical tool for discovering the nature of these touch points, their essentiality for preference formation and the combination and sequence of such touch points that result in a customer environment that maximizes corporate ability to construct sustained customer preference.

Consumer preference The way in which consumers in a free market choose to divide their total expenditure in purchasing goods and services. Using a limited number of assumptions, an individual's preferences can be built up into a utility In any industry, knowing each individual customers preferences will provide a company with a huge advantage over its competitors. A study released by Acxiom Corporation reveals that the wireless industry is no different in this regard. In its first Communications Consumer Dynamics study, Acxiom (News - Alert) states that wireless providers can adjust to customer engagement plans if they know consumers on a more personal level. According to the study, the High Bill/Monthly segment is at greatest risk of churn. When a bundled text plan or higher-minute plan would save them money, these consumers are most likely to be paying for unused services or overpaying. The study also validates the need for marketers to adapt to change. The study segments wireless customers on a combination of Household Bill Size and Customer Type.

CHAPTER NO III RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problem. it may be understand as a science of studying how research is scientifically. Meaning Of Research According to Clifford woody research comprises defining and redefining problem, formality hypothesis, collecting, organizing & evaluating data, making deduction & reaching conclusion and at last carefully testing the conclusion to determine whether they fit for the formulated hypothesis.

3.1 RESEARCH DESIGN

The research performed through the study is descriptive research. Descriptive Research A descriptive study is undertaken in order to ascertain and be able to describe the characteristics of variables of interest in a situation. Descriptive research or statistical research provides data about the population or universe being studied. But it can only describe the who, what, when, where and how of a situation, not what caused it. Therefore descriptive research is used when the objective is to provide systematic description that is factual and accurate as possible. It provides the number of times something occurs or frequency, lends itself to statistical calculation such as determining the average number of occurrences tendencies. Instrument Used A structured questionnaire has been used as an instrument for this study. Structured questionnaire is those in which there are definite, concrete and predetermined questions relating to the aspects for which the research collects data, same questionnaire has been used for all the respondents. Questionnaire Design or central

The structured questionnaire consist of open ended, multiple choice closed ended, dichotomous question, ranking question.

3.2 SAMPLING
Convenience sampling has been adopted for collection of information. Convenience sampling The collection of information from members who are conveniently available to provide it. Sample Size 100 different respondents have been taken for the study. All the levels of customer were taken into consideration while collecting the data. Period Of Study The study was undertaken for a period of one month (from 25/6/10 to 24/7/10).

3.3 DATA COLLECTION

Nature of data The nature of data is both primary and secondary data Primary data Descriptive tool design has been used to study the primary data is collected from personal interview through questionnaire method was used to collect data from external customer. Secondary data The secondary data is collected from company records, websites.

3.4 TOOLS FOR ANALYSIS

3.4.1 Percentage Analysis Percentage Analysis refers to a special kind of ratio in making comparison between two or more data and to describe relationships. It can also be used to compare the relation terms the distribution of two or more sources of data.

Percentage of respondents =

3.4.2 Chi- Square The measure of chi square enables us to find out the degree of discrepancy between observed frequencies and theoretical frequencies and thus to determine whether the discrepancy so obtained between observed frequencies and theoretical frequencies is due to the error of sampling or due to chance. The test was first used in testing statistical hypothesis by Karl Pearson in the year 1900.it is defined as

Where Oi = observed frequency of i th event. Ei = Expected frequency of i th event. Degrees Of Freedom when the number of frequencies are put in cells in a contingency table , the degrees of freedom will be the product of (number of rows less than one) and the (number of column less than one) that is ,v=(r-1)(c-1), where r is the number of rows and c is the no of columns. Condition for applying chi square test 1. Each of the observation making up the samples for this test should be independent of each other. 2. The expected frequency of any item or cell should not be less than 5. If it is less than 5, then frequencies taking from the adjacent items or cells are pooled together in order to make it 5 or more than 3. 3. The total no of observation used in this test must be large that is n=30. 4. This test is used only for drawing inferences by testing hypothesis. It cannot be used for estimation of parameter or any other value.

5. It is wholly dependent on the degrees of freedom.

6. The frequencies used in

test should be absolute and not relative in terms. test should be on random basis of sampling

7. The observation collected for test.

The chi square test is widely used to test the independents of attributes. It is applied to test the association between the attributes when the sample data is presented in the form of a contingency table with any number of rows and columns. 3.4.3Correlation of Grouped Data When we are given the grouped data to determine the correlation coefficient between the two variables, we have to proceed in a somewhat different manner. From the grouped data, we here mean a two-way frequency table wherein the values of one variable are in the rows while those of the other variables are in columns. These values can be either discrete of continuous. The frequencies in each class are shown in squares in the body of the table. The total of these squares will be the product of number of rows and number of columns. Normally, m is used to denote the number of rows and n to denote the number of columns. A two-way table is given below. The formula used for calculating the coefficient of correlation is: r = ______N fuv - fu.fv___________ Nfu2-(fu)2 Nfv2-(fv)2 A number of steps are required before we can apply any one of the above formulae for calculating correction coefficient. These steps are: (i) (ii) Record the mid-points of the class intervals for both X and Y variables. Choose an assumed mean in X series and calculate the deviations from it. The same procedure is to be used for Y series. (iii) To simplify calculations, step deviations can be taken by dividing deviations by a common factor. (iv) Obtain the product of dx and the corresponding frequencies in each cell. Write the figure thus obtained in the right-hand corner of each cell. The same procedure is to be followed for Y series. If this is inconvenient, an alternative of this is to write these values within brackets. As will be seen, we have adopted this. This will give fdx and fdy.

(v) (vi) (vii) (viii)

All the values obtained in (iv) above are to be added up to obtain fdxdy. Multiply dx with the respective frequencies, add them up to obtain fdx. Multiply fdx in each cell by the responding dx to obtain fdx2 In the same manner ,multiply dy with the respective frequencies, add them up to obtain fdy.

(ix)

In the same manner as done in (vii)_ above, multiply dy and fdy to obtain fdy2. Having obtained all the requisite values,viz.fdxdy,fdx,fdy,fdx2 and fdy2, substitute them in one of the formulae given above.

(x)

3.4.4 WEIGHTED AVERAGE: This method is used to sum up the views of the various respondents to obtain mean score for the particular statement. This gives a picture of respondents expression on particular point. The formula to find the weighted average is Total score = No of Respondents weighted average Total score_ ______ No of Respondents .

Weighted average =

CHAPTER IV DATA ANALYSIS AND INTERPRETATION

4.1 Data Analysis

Introduction The data after collection has to be processed and analyzed in accordance with the outline laid down for the purpose at the time of developing the research plan. This is essential for a scientific study and for ensuring that we have all relevant data. Processing coding, tabulation of SEX NO OF RESPONDENTS % implies editing,

classification and collected data so

that they acquiescent analysis. The term analysis refers to the computation of certain measures along with searching for patterns of relationship that exist among data groups. Thus, In the process of analysis, relationship or difference supporting or conflicting with original or new hypothesis should be subjected to statistical test of significance to determine with that validity data can be said to indicate any conclusions. Analysis of data in general way involves a number of closely related operations that performed with the purpose of summarizing the collected data and organizing them in such manner that the answers the research question. 1. Sample percentage. The percentage method is used for comparing certain feature. The collected data represented in the form of tables and graphs in order to give effective visualization of comparison mode. Actual population Sample percentage = Sample size x100

TABLE NO 4.1

TABLE SHOWING THE SEX OF THE RESPONDENTS

FEMALE MALE TOTAL

70 30 100

70 30 100

INFERENCE The above table shows that 70% 0f the respondents are male, 30% of the respondents are female.

FIGURE NO 4.1

FIGURE SHOWING THE SEX OF THE RESPONDENTS

120 100 80 60 40 20 0 MALE FEMALE TOTAL

No of Respondents

TABLE NO 4.2

TABLE SHOWING AGE GROUP OF THE RESPONDENTS

AGE 20-25 26-30 31-35 >35 TOTAL

NO OF RESPONDENTS 34 34 28 4 100

% 34 34 28 4 100

INFERENCE The above table show that 34% of the respondents are between the age group of 20 to25, 34% of the respondents are between the age group of26 to 30,28% of the respondents are between the age group of 31 to 35 & 4% of the respondents are above 35 years.

FIGURE 4.2

FIGURE SHOWING AGE GROUP OF THE RESPONDENTS

120 100 80 60 40 20 0 20-25 26-30 31-35 >35 TOTAL

No of respondents

TABLE NO 4.3

TABLE SHOWING THE OCCUPATION OF THE RESPONDENTS

OCCUPATION

NO OF RESPONDENTS

Private employee Government employee Business man Professional Students Total

30 14 24 22 10 100

30 14 24 22 10 100

INFERENCE The above table shows that 30% of the respondents are private employee, 14% of the respondents are government employee, 24% of the respondents are business man, 22% of the respondents are professional and 10% of the respondents are students.

FIGURE 4.3

FIGUR SHOWING OCCUPATION OF THE RESPONDENTS

120 100 80 60 40 20 0 NO of Respondents

TABLE NO 4.4

TABLE SHOWING THE MONTHLY INCOME OF THE RESPONDENTS

INCOME 3000 5000 5001 10,000 10001 15000 15001 20000 >20000

NO OF RESPONDENTS 18 16 24 22 20

% 18 16 24 22 20

TOTAL

100

100

INFERENCE The above table shows that 18% of the respondents have a monthly income up to 3000 5000, 16% of the respondents have a monthly income upto5001 -10000, 24% of the respondents have a monthly income up to 10001 -15000 ,22% of the respondents have a monthly income up to 15001 20000 , 20% of the respondents have a monthly income >20000.

FIGURE 4.4

FIGURE SHOWING THE MONTHLY INCOME OF THE RESPONDENTS

120 100 80 60 40 20 0 No of Respondents

TABLE NO 4.5

TABLE SHOWING THE PREERENCE OF RESPONDENTS TOWARDS VOLTAGE STABILIZER

PREFERENCE OF VOLTAGE STABILIZER Yes No TOTAL

NO OF RESPONDENTS

100 0 100

100 0 100

INFERENCE The above table shows that 100% of the respondents prefer using voltage stabilizers.

FIGURE 4.5

FIGURE SHOWING THE PREFEREMCE OF THE RESPONDENTSTOWARDS VOLTAGE STABILIZERS

120 100 80 60 no of respondents 40 20 0 yes no total

TABLE NO 4.6 TABLE SHOWING EVERESTS PRODUCTS PREFERENCE OF RESPONDENTS

PARTICULARS Pearl Shell AC Stabilizer Everest Stabilizer Inverter Total

NO OF RESPONDENTS 39 26 28 7 100

% 39 26 28 7 100

INFERENCE The table above shows that 39% of the respondents prefer Pearl Shell Everest Stabilizer, 28% of the respondents prefer Everest Stabilizer,26% of the respondents prefer AC Stabilizer and 7% of the respondents prefer Inverter.

FIGURE 4.6 FIGURE SHOWING EVERESTS PRODUCTS PREFERENCE OF RESPONDENTS

120 100 80 60 No of Responcents 40 20 0 Pearl Shell AC Everest Inverter StBILIZER Stabilizer Total

TABLE NO 4.7 TABLE SHOWING THE LEVEL OF PRICE SATISFACTION OF RESPONDENTS OF THE PRODUCTS PRICE SATISFACTION Highly satisfied Satisfied Highly dissatisfied Dissatisfied No idea TOTAL NO OF RESPONDENTS 13 34 37 11 5 100 % 13 34 37 11 5 100

INFERENCE The above table shows the level of price satisfaction of the respondents.37% of the respondents were moderate, 34% of the respondents were satisfied, 13% of the respondents were highly satisfied,11% of the respondents were dissatisfied and 5% of the respondents were highly dissatisfied.

FIGURE 4.7 FIGURE SHOWING THE LEVEL OF PRICE SATISFACTION OF RESPONDENTS OF THE PRODUCTS
120 100 80 60 40 20 0 No of Respondents

TABLE NO 4.8 TABLE SHOWING THE RESPONDENTS PREFERENCE WHEN PRICE INCREASE

PREFERENCE WHEN PRICE INCREASE Same Brand Cheaper Brand Other brand Total

NO OF RESPONDENTS

52 48 0 100

52 48 0 100

INFERENCE The above table shows the preference of respondents when price of the product is increased. 52% of the respondents prefer the same brand and 48% of respondents prefer a cheaper brand.

FIGURE 4.8 FIGURE SHOWING THE RESPONDENTS PREFERENCE WHEN PRICE INCREASE

120 100 80 60 No of Respondents 40 20 0 Lucky coupons Discounts Free gifts Total

TABLE NO 4 .9 TABLE SHOWING PREFERENCE OF RESPONDENTS FOR PROMOTIONAL TOOL PREFERENCE OF PROMOTIONAL TOOL Lucky coupons Discounts Free gifts Total 12 62 26 100 12 62 26 100 NO OF RESPONDENTS %

INFERENCE The above table shows the promotional tool preferred by the respondents. 63% of respondents prefer discounts, 36% prefer free gifts and 11% of respondents prefer lucky coupons.

FIGURE 4.9 TABLE SHOWING PREFERENCE OF RESPONDENTS FOR PROMOTIONAL TOOL

120 100 80 60 No of respondents 40 20 0 Lucky coupons Discounts Free gifts Total

TABLE NO 4.10

TABLE SHOWING PREFERENCE OF RESPONDENTS FOR LESS COST ALTERNATIVE PRODUCTS PREFERENCE FOR LES COST PRODUCTS Yes No TOTAL 84 16 100 84 16 100 NO OF RESPONDENTS %

INFERENCE The above table shows the preference of the respondent when same quality and less cost alternative product is available. 84% of respondent prefer the less cost product and 16% of respondent prefer same product.

FIGURE 4.10

FIGURE SHOWING PREFERENCE OF RESPONDENTS FOR LESS COST ALTERNATIVE PRODUCTS

120 100 80 60 40 20 0 Yes No Total

No of Respondents

TABLE NO 4.11

TABLE SHOWING SOURCE OF INFORMATION TO RESPONDENTS

SOURCE OF INFORMATION Retailer Neighbor Advertisement Other TOTAL

NO OF RESPONDENTS 35 30 29 6 100

% 35 30 29 6 100

INFERENCE The above table shows the source of information about product acquired by respondents. 35% of respondent gets information from retailer, 30% of the respondent gets information from neighbors, 16% of respondents gets information from shopkeepers, 13% of them gets information from advertisement and 6% of them from other sources.

FIGURE NO 4.11 TABLE SHOWING SOURCE OF INFORMATION TO RESPONDENTS

120 100 80 60 40 20 0 Retailer Neighbor Advertisement Other Total

TABLE NO 4.12

TABLE SHOWING FACTORS FOR CHOOSING BRAND BY RESPONDENT FACTORS FOR SELECTING A BRAND Power saving Space saving Noise free Total 72 11 17 100 72 11 17 100 NO OF RESPONDENTS %

INFERENCE The above table shows the factors for choosing a brand by respondents. 61% of respondent gives high priority to power saving, 32% of them give high priority to space saving and 7% of them to noise free.

FIGURE 4.12 FIGURE SHOWING FACTORS FOR CHOOSING BRAND BY RESPONDENT

120 100 80 60 40 20 0 Power saving Space saving Noise free Total

No of Respondents

STATISTICAL TEST
Test No: 1 Weighted Average Aim: To find out the weighted average for the factors which influence the purchase. Quality Ranks Score No of Ranks 1 2 3 4 5 10 9 8 7 6 62 28 10 0 0 100

Calculation Weighted average = 6210 +289+810+70+60 10+9+8+7+6 = 21.3 Durability: Ranks 1 2 3 4 5

Score 10 9 8 7 6

No of Ranks 10 29 38 15 8 = 1010 + 929+838+715+68 10+9+8+6+ = 20.7

Weighted average

Price: Rank 1 2 3 4 5

Score 10 9 8 7 6

No of Ranks 28 33 22 15 2

Weighted average = 1028+933+822+715+62 10+9+8+7+6 = 21.7 Design Rank Score No of Rank 1 2 3 10 9 8 0 10 15

4 5

7 6

35 40

Weighted average = 100+910+815+735+640 10+9+8+7+6 = 17.375 Flexibility: Rank Score No of Rank 1 2 3 4 5 10 9 8 7 6 0 10 15 35 40

Weighted average= 100+910+815+735+640 10+9+8+7+6 = 17.375 Result: From the above calculations. The price has high weighted average 21.7, Quality has 21.3, Durability has 20.5, Design has 17.35 and flexibility has 17.35.

TEST NO: 2 Chi-square

AIM: To test the significant difference among the advertisement role to the familiarity of inverter Ho: There is no significant relationship between the advertisement roles and the familiarity H1: There is significant relationship between the advertisement roles to the familiarity of Inverter. Familiarity of Inverter Role of Advertisement YES NO 35 14 32 18 67 33 YES NO TOTAL

TOTAL

49

51

100

CALCULATION: O E 35 32 14 19 6749/100=32.83 2.17 6751/100=34.17 -2.17 4933/100=16.17 -2.17 5133/100=16.83 2.17 TOTAL 0

O-E

(O-E)2 4.7089 4.7089 4.7089 4.7089

(O-E)2/E 0.1434 0.1378 0.2912 0.2797 0.8521

Calculated Value : 0.8521 Table Value : 2.336 Degree of freedom : (n-1) = 4-1 =3 Result: The calculated value is less than table value, therefore accept Ho i.e. there is no significant relationship between advertisement roles and familiarity of inverter (new product).

TEST NO 3: Correlation (grouped data)

Aim: To find out the relationship between the satisfaction level of quality and future purchase of the product by customer. Calculation:
future purchase of product Very Somewhat Not likely Unlikely unlikely sure somewhat very likely

Total f 5 2 2 2

fv

fv2

fuv

Quality of The product

Highly Dissatisfied 1 Dissatisfied 2 -2 -1

1 -2 1 1

2 -1 1 1

3 0 -

4 1 -

-4 -2

8 2

6 3

Moderate

2 -2 2

11 9 5 25 0 0

3 39 4 45 45 45

8 18 26 52 104

13 56 27 100 91 159

13 56 54 104

0 56 108 174

0 55 80 144

Satisfied 4
Highly Satisfied 5

2 -4 8

fu

fu2

fuv

47

88

144

= N fuv - fu.fv_________ Nfu2-(fu)2 Nfv2-(fv)2 = 100(144) 91(104)___________ 100 (159)-(91)2 100(174)-(104)2 = 0.6970

Result: The correlation value is 0.697; positive value of r indicates the high relationship between the satisfaction levels of quality by customers to the future purchase of the product.

CHAPTER V SUMMARY OF FINDINGS

70% 0f the respondents are male while 30% of the respondents are female. 34% of the respondents are between the age group of 20 to25, 34% of the respondents are between the age group of 26 to 30,28% of the respondents are between the age group of 31 to 35 & 4% of the respondents are above 35 years. 30% of the respondents are private employee, 14% of the respondents are government employee, 24% of the respondents are business man, 22% of the respondents are professional and 10% of the respondents are students. 18% of the respondents have a monthly income up to 3000 5000, 16% of the respondents have a monthly income upto5001 -10000 , 24% of the respondents have a monthly income up to 10001 -15000 ,22% of the respondents have a monthly income up to 15001 20000 , 20% of the respondents have a monthly income >20000. 100% of the respondents have preference to use a voltage stabilizer. 39% of the respondents prefer Pearl shell,26% of the respondents prefer Ac Stabilizer, 28% of the respondent prefer Everest classic and 7% of the respondents prefer Inverter. 37% of the respondents have moderate level of satisfaction, 34% of the respondents was satisfied, 13% of the respondents was highly satisfied,11% of the respondents was dissatisfied and 5% of the respondents was highly dissatisfied. 52% of the respondents prefer the same brand and 48% of respondents prefer a cheaper brand when the price of the product is increased.

 63% of the respondents agree the importance of advertisement and 33% of them disagree. 63% of respondents prefer discounts, 36% prefer free gifts and 11% of respondents prefer lucky coupons. When same quality and less cost alternative product is available. 84% of respondent prefer the less cost product and 16% of respondent prefer same product. 35% of respondent got information from retailer, 30% of the respondent got information from neighbors, 16% of respondents got information from shopkeepers, 13% of them got information from advertisement and 6% of them from other sources. 61% of respondent gave high priority to power saving, 32% of them gave high priority to space saving and 7% of them to noise free.

Statistical Findings Weighted average for following factors Test No 1 Quality Durability Price Deign Flexibility Quality and price has the high weighted average. Chi Square Test Test No 2 There is no significant relationship between advertisement and familiarity of the product. Correlation test Test No 3 There is a correlation between the levels of quality satisfaction to the future purchase of the product by customers.

SUGGESTION

 The company should create awareness about the new products by effective advertisement to customers. Company should concentrate more on television for advertisement, as mostly people get attracted through television only. They should make effective promotional activities to increase the sales of inverter. People are unsatisfied with the price of the stabilizers so companies should concentrate in this regard also.

CONCLUSION
In the fast changing environment, we have to make product according to the customer requirements. From the study It is found that the customers are satisfied with the quality of product. Then advertisement was not effective and customer was not

aware about inverter (new product) the company has to make aware about their products. Also promotional activities for the products are seemed to be lower; it can be improved to create awareness to the people.

QUESTIONNAIRE Myself M.SIVAKUMAR doing MBA (2010-2012) in RAI BUSINESS SCHOOL OF MANONMANIAM SUNDARANAR UNIVERSITY. As a part of curriculum, I am doing marketing research summer project titled A STUDY ON CUSTOMER PREFERENCE TOWARDS EVEREST STABILIZERS, CHENNAI, TAMILNADU. Hence, please spend your valuable time in filling the questionnaire. Your datas will be kept confidential which are most useful for my research analysis. PERSONAL DATA NAME SEX AGE : : : Male 20 25 Years 31- 35 Years OCCUPATION : Private employee Business man Students Female 26- 30 Years More than 35 Government employee Professional Others (specify)

INCOME PER MONTH: 3000 -5000 Rs 10,001- 15000 Rs More than 20,000 5001-10,000 Rs 15,001 20,000 Rs

1. Do you prefer using voltage stabilizers? Yes No 2. Which brand you prefer in stabilizer?...................................... 3. Which of these products you have used? Pearl Shell (stabilizer for TV and Refrigerator) AC Stabilizer (air conditioner) Everest Classic (stabilizer for LCD TV) Inverter (efficient backup) 4. Are you satisfied with the quality of preferred brand? Highly satisfied Dissatisfied Satisfied Highly dissatisfied Moderate

5. What are the factors influences you to go for a particular brand? (Rank the factors below) a. Quality b. Durability c. Price d. Design e. Flexibility ( ( ( ( ( ) ) ) ) )

6. Are you satisfied with the price range of preferred brand? Highly satisfied Dissatisfied Satisfied Highly dissatisfied Moderate

7. If price of your preferred brand increases will you purchase again? Same brand cheaper brand Other brand

8. Does the advertisement play any role in selection of brand of stabilizers? Yes No

9. What kind of promotional tool you prefer? Lucky coupons Discounts Free gifts

10. Will you purchase another brand of same quality with lesser prices? Yes No

11. How do get information about product? Retailer Other 12. For which following factor you will give high priority for choosing a brand? Power saving Space saving Noise free Neighbor Advertisement

13. How familiar are you with Inverter (Everest efficient backup)? Never heard about it I am aware but have not ever used it I have used it 14. How are you likely to buy Everest products in the future? Very unlikely Somewhat likely Somewhat unlikely Very likely Not sure

15. What is that you would most like to change about the product?

Thank you for completing the questionnaire

BIBLOGRAPHY
Books: Philip K. Kotler, Marketing Management, Pearson publications, 13th edition. Uma Sekar, Research Methods for Business,Wiley India Publications,4th edition. G C Beri,Statistics for Management,Tata McGraw Hill publications,3rd edition. Websites: Google.com/ customer preference/ meaning Ppfas.com/research Wikipedia.org/ marketing management Crm2das.com/ preference factors