PROJECT REPORT

ON

A COMPARATIVE STUDY OF VARIOUS

ANTIVIRUS SOFTWARE USED AMONG
PEOPLE IN AHMEDABAD.

SUBMITTED TO:
N.R. INSTITUTE OF BUSINESS
ADMINISTRATION

PROJECT GUIDE:
GEETANJALI CHAUHAN

GROUP MEMBERS:
NAME

ROLL NO.

BHAVIN PATEL

39

KISHAN PATEL

42

UTKARSH AGGARWAL

109

ANERI AGRAWAL

110

DIVYA SHAH

186

MOHIT VADHER

209

SALONI VAKHARIA

211

ACADEMIC YEAR: 2014-2015

T .Y - B .B . A
N R INSTITUTE OF BUSINESS ADMINISTRATION
GLS Campus, Mardia Plaza Lane, Off C.G Road, Ellis bridge, Ahmedabad: 380006,

Phone: 26430373

CERTIFICATE
This is to certify that the report on A COMPARATIVE STUDY OF VARIOUS
ANTIVIRUS SOFTWARE USED AMONG PEOPLE IN AHMEDABAD. is submitted
to N R Institute of Business Administration, affiliated to Gujarat University, in
the partial fulfilment of the requirements for the completion of Practical
Studies in third year, semester six of the B.B.A. program for the year 20142015.

____________

_______________

_______________

Director In-charge

Professor in-charge

External Examiner

Date: / /2015

ACKNOWLEDGEMENT

We would like to express our profound gratitude towards all the people who
helped us in the creation and completion of this project.
We would like to sincerely thank the director, DR. AVANI DESAI for giving us
an opportunity to learn so much out of the research made and our project guide
Prof. GEETANJALI CHAUHAN for providing us indispensable assistance during
the project and enabling us to complete our project. We express our special
thanks to Prof. Minal Joshi in guiding us for the statistical analysis in our
project report.

PREFACE

As a part of academic curriculum prescribed by Gujarat University for final year of Bachelor
of Business Administration, we are required to prepare and submit a research project on an
Industry. The research is to involve primary and secondary data collection and analysis.
The academic objective behind preparing project report which includes management theory
taught in classroom and their practical applications.
The preparation of this report is based upon facts and findings noted during primary and
secondary data.The scope is to study consumer preference in the city of Ahmedabad.
In this research project, we have tried to represent on analysis and findings which will often
reflect on the current scenario. Despite of best effort there may be emission and error which
may please be excused.

TABLE OF CONTENTS
CHAPTER
NO.

TOPIC DESCRIPTION

1.
INTRODUCTION
2.
RESEARCH METHODOLOGY
3.
DATA ANALYSIS AND INTERPRETATION
4.
STATISTICAL ANALYSIS
5.
FINDINGS
6.
SUGGESTIONS
7.
LIMITATIONS
8.
CONCLUSION
9.
ANNEXURE
10.
REFERENCES

PAGE NO.

Chapter - 1

INTRODUCTION

ANTIVIRUS SOFTWARE

1.1 Definition of Antivirus Software

Antivirus software sometimes known as anti-malware software, is computer
software used to prevent, detect and remove malicious software.
Antivirus software was originally developed to detect and remove computer
viruses, hence the name. However, with the proliferation of other kinds
of malware, antivirus software started to provide protection from other
computer threats. In particular, modern antivirus software can protect from:
malicious Browser Helper Objects , browser
hijackers, ransomware, keyloggers, backdoors, rootkits, trojan horses, worms,
malicious LSPs, dialers, fraudtools, adware and spyware. Some products also
include protection from other computer threats, such as infected and
malicious URLs, spam, scam and phishing attacks, online identity, online
banking attacks, social engineering techniques, Advanced Persistent
Threat, botnets, DDoS attacks.

1.2 Features of Antivirus Software

Antivirus software has the capability of searching an entire file on a computer
system. Instead of just looking at a small section of an existing computer file,
the antivirus software thoroughly analyzes it. This prevents viruses, spyware,
and malware from hiding on your computer system and compromising the data
stored on it. On-access scanning is another useful feature of much antivirus
software. The real time protection will notify you of any irregular file activity
that may indicate your computer system has been infected. Virus removal
features are also included in antivirus software to take them off your current
computer system. With frequent virus database updates, your antivirus software
will effectively keep track of the latest threats that could harm your computer
system.

1.3 Function of Antivirus Software

Antivirus software is used to detect harmful viruses and other spyware on
a computer system.
Hackers frequently embed viruses on popular websites to infect the
computer of anyone that visits their website.
With antivirus software, viruses and spyware will be properly
removed from your infected computer system to protect your important
data.
Most antivirus software programs can usefully identify common and
uncommon malware applications that have been unwittingly installed on
a computer system.
1.4 What is a Computer Virus?
A virus is a computer code that has been designed to spread and replicate itself
by passing from computer to computer.
It is a piece of software that piggybacks on legitimate programs like Excel,
Word, WordPerfect, Outlook, etc. When the program is run, the virus is
triggered to run too. Viruses can be destructive in nature, and can cause a wide
range of problems ranging from operating system and file corruption to
getting blamed for email spamming. Some viruses are just annoying, but cause
no damage.

1.5 How do Computers get Viruses?

Viruses usually find their way into computers through networks by taking
advantage of unpatched security vulnerabilities.
In software or by receiving an infected file via email, download or shared
disk. Depending on the type of virus, it may be embedded in
an Excel or Word file, or may be designed to infect ct upon the
opening of an email.
Once infected, a computer can literally infect thousands of other computers by
quietly spreading the virus without the user even knowing about it.

1.6 How Anti Virus Software Works

Virus definition files tell the antivirus software what code characteristics to look
for while monitoring your computer. When a certain file type or activity occurs
that matches a characteristic, the antivirus software blocks the execution of code
and alerts you that a virus has been found.
The virus is then isolated and destroyed.Hundreds of new computer viruses are
introduced onto the internet each week, and as antivirus software developers
find these new viruses, they create updates of the
virus definitions in order to provide the antivirus
software with a way to identify and destroy even the newest of viruses.
It is extremely important to update your antivirus software every day in order to
make sure you have the most current virus definitions available. Fortunately,
most modern antivirus software comes with an
automatic update feature that makes this task a onetime set it and forget it
kind of thing.

1.8 Problems related to the Antivirus Software

Antivirus software has some drawbacks:
1. First of which that it can impact a computer's performance.
2. Furthermore, inexperienced users can be lulled into a false sense of security
when using the computer, considering themselves to be invulnerable, and may
have problems understanding the prompts and decisions that antivirus software
presents them with.
3. An incorrect decision may lead to a security breach. If the antivirus software
employs heuristic detection, it must be fine-tuned to minimize misidentifying
harmless software as malicious.
4. Antivirus software itself usually runs at the highly trusted kernel level of
the operating system to allow it access to all the potential malicious process and
files, creating a potential avenue of attack.

WORLDWIDE ANTIVIRUS VENDOR MARKET

SHARE
In the worldwide market for antivirus vendors, Microsoft leads with a 26.6%
share of devices that use OPSWAT GEARS, and Avast follows at around 22%.
These two vendors have taken the top two positions in previous reports.
Because of their dominance in the antivirus market, few other vendors show a
comparatively large market share. AVG, ESET, Symantec, McAfee, Avira,
ESET and Kaspersky Lab each have a share in the single digits, while several
other vendors (not shown) fall below two percent market share. These results
only include devices with real-time protection enabled, indicating that the
users machine is actively being protected.

Vendor market share

Microsoft
4%

Avast
15%

4%
6%
6%

8%

27%

AVG
Symantec
McAfee

9%

22%

Avira
ESET
Kaspersky lab
Others

COMPANY PROFILE
QUICK HEAL ANTIVIRUS

FOUNDER:
The company is co-founded by brothers Kailash and Sanjay Katkar in 1991.
Quick Heal Technologies Pvt. Ltd. is an India-based global computer security
software company headquartered in Pune, Maharashtra.

PRODUCTS LINE:

Home User Products

Quick Heal Total Security
Quick Heal Internet Security
Quick Heal Antivirus Pro
Quick Heal Total Security for Mac
Quick Heal Antivirus for Server
Quick Heal PCTuner
Enterprise Products
Quick Heal Endpoint Security
Quick Heal Antivirus for Server
Quick Heal Terminator

 Quick Heal Exchange Protection

Quick Heal Mail Protection for Linux
Quick Heal Mail Protection for Windows
Quick Heal Exchange Protection
Quick Heal for Linux

AVG Antivirus

FOUNDED:
AVG Technologies is a Czech company formed in 1991 by Jan Gritzbach and
Tom Hofer, with corporate offices in Europe and the United States. The
company specializes in computer security software.

PRODUCT LINE:
Home security

AVG Zen

AVG Internet Security

AVG Anti-Virus (Free and paid-for editions)

AVG Premium Security

AVG PC TuneUp

AVG PrivacyFix

Business security

AVG Cloud Care

AVG Anti-Virus Business Edition

AVG Internet Security Business Edition

AVG E-mail Server Edition

Mobile security

AVG Antivirus Free for Android Devices

AVG Antivirus Pro for Android Devices

NORTON Antivirus
FOUNDER:
Peter Norton is an American programmer, software publisher, author, and
philanthropist. He is best known for the computer programs and books that bear his name
and portrait. Norton sold his PC software business to Symantec Corporation in 1990.

PRODUCT LINE:
Norton 360
Norton Internet Security
Norton Antivirus

Norton 360 Multi-Device

Norton Utilities
Norton Online Family
Norton Family Premier

McAfee
FOUNDER:
John McAfee is a Scottish-American computer programmer and founder of
McAfee, Inc.
McAfee, Inc. is an American global computer security software company
headquartered in Santa Clara, California, and the world's largest dedicated
security technology company. The company has been a wholly owned
subsidiary of Intel since February 2011, and now forms part of its Intel Security
division. Intel confirmed in 2014 that it planned to drop the McAfee brand.

PRODUCT LINE:
All Devices:

McAfee LiveSafe

McAfee All Access

PC Security:

McAfee Total Protection

McAfee Internet Security

McAfee Antivirus Plus

McAfee Family Protection

Mobile Security:

McAfee Mobile Security

McAfee Mobile Security for iPhone and iPad

McAfee Family Protection Android Edition

Virus Removal & Services:

McAfee Set-Up & Optimize

McAfee Advanced Troubleshooting

McAfee Virus Removal Service

McAfee Concierge Gold

McAfee Set-Up & Protect

Mac:

McAfee Internet Security for Mac

McAfee Family Protection for Mac

PC Utilities:

ID Confidential 2013

Secure IE

Registry Power Cleaner

Rapid IE

PC Confidential

Snapzip

KASPERSKY
FOUNDED:
Kaspersky is an antivirus program developed by Kaspersky Lab. Kaspersky Lab
is ranked as one of the top antivirus vendors globallycompeting with
household names like Symantec SYMC and McAfee. Kaspersky Lab is an
international group operating in almost 200 countries and territories worldwide.
The company is headquartered in Moscow, Russia, with its holding company
registered in the United Kingdom.

PRODUCT LINE:
Kaspersky Lab offers a variety of security applications designed for consumers,
small business, corporations, and large enterprises.

For Home:
Kaspersky PURE 3.0
Kaspersky Internet Security 2015
Kaspersky Internet Security Multi-Device
Kaspersky Anti-Virus 2015
Kaspersky Internet Security for Mac

 Kaspersky Internet Security for Android

For Small Office:
Kaspersky Small Office Security.
For Business:
Kaspersky Endpoint Security for Business | Advanced
Kaspersky Endpoint Security for Business | Select
Kaspersky Endpoint Security for Business | Core
System management
Security for Mobile
Security Mail Server
Security for File Server
Security for Internet Gateway
Security for Virtualization
Security for Collaboration
Security for storage.

CONSUMER BEHAVIOUR
Consumer behaviour is defined as the behaviour that consumers display in
searching for, purchasing, using, evaluating and disposing of products and
services that they expect will satisfy their needs.

BUYING BEHAVIOUR
Buying Behaviour is defined as all psychological, social and physical
behaviour of potential customers as they become aware of, evaluate, purchase,
consume, and tell others about products and services.
Buyer behaviour includes the acts of individuals directly involved in obtaining
and using economic goods and services including sequence of decision
processes that precede and determine these acts. Actual purchase is only a part
of the decision process as to why, how often, and where and what of people buy.
Buyer behaviour is the most important factors of successful marketing.
To understand the likes and dislikes of the consumer, extensive consumer
research studies are being conducted. These researches try to find out:
What the consumer thinks of the companys products and those of its
competitors?
How can the product be improved in their opinion?
How the customers use the product?
What is the customer attitude towards the product and its advertising?
What is the role of the customer in his family?

Marketing theory traditionally splits analysis of buyer or customer behaviour

into two broad groups for analysis Consumer Buyers and Industrial Buyers
Consumer buyers are those who purchase items for their personal consumption
Industrial buyers are those who purchase items on behalf of their business or
organisation
TYPES OF BUYING BEHAVIOUR:
It should be noted that the above stages in the buying process need not apply in
all situations. Specifically, stages may be skipped where:
A customer is buying on a repeat basis. This is referred to as routinised
response behaviour
The customers need for the product is immediate or they are obliged to buy
for legal reasons.

Figure: Factors influencing consumers purchasing decisions.

PROCESS OF CONSUMER BEHAVIOUR:
CB process is on-going process. It contains: PRE-PURCHASE ISSUES
PURCHASE ISSUES &
POST-PURCHASE ISSUES
CONSUMER PURCHASE DECISION PROCESS
Behind the visible act of making a purchase lies a decision process that
must be investigated.
The purchase decision process is the stages a buyer passes through in
making choices about which products and services to buy.

Five Stages of Consumer Behaviour:

Problem Recognition or Perceived want i.e. recognition of an unsatisfied
need
Information Search or Search for relevant information
Evaluation of alternatives
Purchase decision
Post- purchase experience and behaviour i.e. product use and evaluation.

FACTORS INFLUENCING CONSUMER BEHAVIOUR

A customer responds to the stimuli or response model and may or may not
purchase the product. The inputs, (buying power, marketing mix and other
factors) processing, outputs and feedback influence the buying behaviour of the
prospect if he is satisfied. Marketing mix is the marketing effort in product,
price promotion and distribution appeals. Promotion appeals are advertising,
salesmen, reference groups and sales promotion. Other inputs are intra & inter
personal influences, and other environmental factors. Intra-personal influences
are reflected in motivation, perception, learning attitudes and personality of
buyers. Inter-personal influences are represented by family, social class,
reference groups and culture. Other environmental influences are general
economic conditions, pending legislation, fashion trends and technological
advances.

Chapter 2
RESEARCH
METHODOLOGY

Research Methodology:
Research methodology is a way to systematically solve the research problem. It
may be understood as a science of studying how research is done scientifically.
In it we study the various steps, the research process that is generally adopted to
study the research problem and basic logic behind them.

Research Design:
A research design is a logical systematic plan prepared for directing a research
study. It is the framework or blueprint for collection, measurement and
analysis of data.

Objectives of the study:

To assess the consumer purchase behavior for buying Antivirus software.
To identify the factors which influence their purchase behaviour that can
help in gaining a competitive advantage.
To know the current scenario of Antivirus industry.

 To study the preferences for various Antivirus software among people in

Ahmedabad.

Descriptive Research:
It is a fact finding investigation with adequate inference, it has focus on
particular aspects or dimensions of the problem studied. Data are collected by
observation, interviewing, questionnaire, etc.
In the following study, DESCRIPTIVE RESEARCH has been used to
conduct the research.

Sampling:
Its the process of selecting a small number of elements from a larger defined
target group of elements.

Sampling frame:
The list of sampling unit from which a sample is drawn is sampling frame.

Sampling Size:
Sampling size refers to total number of respondents targeted for collecting the
data for the research Out of total population.
In the following study, the sample size of 250 respondents is taken. These
250 respondents were made to fill the Questionnaire.

Data Collection:
Data collection took place with the help of filling of questionnaires. The
questionnaire method is used widely and is also an economical means of data
collection. Questionnaires are more reliant with verbal responses to questions,
written or oral. It is essential to make sure that the questionnaire is easy to read
and could be understood by all spectrums of people in the sample. It is also
important for the researcher to respect the time and energy spent by the
respondents. Hence, the questionnaire was designed in such a way, that its

administration would not exceed 4-5 minutes. These questionnaires were

personally administered.

Tools used for the Research:

1. Questionnaire
A questionnaire is a research instrument consisting of a series of questions and
other prompts for the purpose of gathering information from respondents. The
advantages of questionnaires are that, they are cheap, do not require as much
effort from the questioner as verbal or telephone surveys, and often have
standardized answers that make it simple to compile data.

2. Tabulation
The process of placing classified data into tabular form is known as tabulation.
A table is a symmetric arrangement of statistical data in rows and columns.
Tabulation is the process of creating a contingency table from the multivariate
frequency distribution of statistical variables.

3. Pie charts
A pie chart (or a circle graph) is a circular chart divided into sectors, illustrating
proportion. In a pie chart, the arc length of each sector (and consequently its
central angle and area), is proportional to the quantity it represents. The pie
chart is perhaps the most ubiquitous statistical chart in the business world and
the mass media.

4. Percentage
A percentage is a way of expressing a number as a fraction of 100. Percentages
are used to express how large/small one quantity is, relative to another quantity.
The first quantity usually represents a part of, or a change in, the second
quantity, which should be greater than zero.

5. Bar charts
A bar chart or bar graph is a chart with rectangular bars
with lengths proportional to the values that they represent. The bars can be
plotted vertically or horizontally. A vertical bar chart is sometimes called a
column bar chart .A bar graph is a chart that uses either horizontal or vertical
bars to show comparisons among categories. One axis of the chart shows the
specific categories being compared, and the other axis represents a discrete
value
6. Frequency Distribution
A frequency distribution is a table that displays the frequency of various
outcomes in a sample. Each entry in the table contains the frequency or count of
the occurrences of values within a particular group or interval, and in this way,
the table summarizes the distribution of values in the sample.

7. ANOVA
Analysis of variance (ANOVA) is a collection of statistical models used in order
to analyze the differences between group means and their associated procedures
(such as "variation" among and between groups).
In the ANOVA setting, the observed variance in a particular variable is
partitioned into components attributable to different sources of variation. In its
simplest form, ANOVA provides a statistical test of whether or not the means of
several groups are equal, and therefore generalizes the t-test to more than two
groups.

Primary Data
Primary data consists of original first-hand information collected specially for
the purpose of study. It is statistical material which the investigator originates
for him for the purpose of enquiry in hand.

Sources of Primary Data:

1. Data observation

2. Survey
a) Mail Questionnaire
b) Personal Interview
c) Telephonic interview
In the following study, the primary data is collected through Questionnaire.

Secondary Data:
Secondary data consists of information that already exists somewhere, having
been collected for another purpose. It refers to the data which have already been
collected and analyzed by someone else.
These data are not fresh, and reliability of these data has to be tested before it
can be used in the research.

Sources of Secondary Data:

Source of Published data:
Books, magazine, and newspaper.
Technical and trade journals.
Reports prepared by research scholars, universities, etc.
Public records, historical documents etc.

Source of unpublished data:

Diaries, letters
Unpublished biographies and autobiographies.
Trade associations, labour bureaus etc.

In the following study, secondary data is used to obtain information

regarding the company and its operations.

Plan of Analysis:

Conduct an intensive secondary research to understand the full impact

and implication of the industry, to review the industry norms and identify
issues.

Select the important question and issue, which inhabit growth and
segmentation in the industry.

Identify clients and conduct the study.

Collect the data through questionnaire and put together in the form of
table for analysis.

Data analysis and interpretation has to be carried out on the basis of

primary data.

Inference should be drawn from the analysis to attain the objective of the
study.

The summary of the findings is finally recorded based on the details

collected.

Chapter 3
DATA ANALYSIS
AND
INTERPRETATION

Have you installed any antivirus software in your

computer or laptop?

Options
Yes
No
Total

No. of respondent
231
19
250

Percentage (%)
92.6%
7.4%
100%

Analysis:
From the above table it can be seen that 92.6% of the respondents are
using antivirus software and 7.4% respondent are not using anti-virus
software.

7%
Yes
No
93%

Inference:
From the above chart it is clear that vast majority of the respondents
are using antivirus software. So we can say that people are aware

about various threats to computer so 92% people are using antivirus

software.
So there is a good scope for business growth and development in
anti-virus industry over a span of years. Although the anti-virus field
is saturated there is good scope for business development and growth
overtime.

What type of anti-virus are you using?

Options
Paid
Free
Total

No. of respondents
123
108
231

Percentage (%)
53.25%
46.75%
100%

Analysis:
From the above table it can be seen that 53.25% of the respondents
are using paid anti-virus software and 46.75% of the respondents are
using free anti-virus software. From this information we can say that
the proportion of free and paid users is nearly the same.

47%
53%

Paid
Free

Inference:
From the above chart we can see that the percentage of paid users is
more than free users. But, the difference between them is very less.
Majority of users prefer paid version of Antivirus software over the

free version. So we cannot say that the users are only free users or
paid users.

If it is paid software then how would you prefer to buy

antivirus software?

Options
Online Purchase
Retail outlet
Total

No. of respondents
51
72
123

Percentage (%)
41.5%
58.5%
100%

Analysis:
From the above table we gathered the information that 41.5% of total
123 paid users make their purchase of anti-virus software from online
and rest 58.5% of the total 123 paid users are buying their software
from retail outlets.

Retail outlet

Online Purchase

0.00%

Inference:

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

From the above chart it can be clearly seen that majority of

respondent prefer to buy their antivirus software from a retail store
than buy it online. The reason people buy it from retail stores is
because they find it more reliable than an online purchase.
Online purchase among people is not that popular in comparison to
retail outlets because retail outlets are the conventional method of
shopping so people rely more upon retail than online.

Reasons for using antivirus?

Options

No. of
respondents
68

Percentage (%)

135

58.4%

Viruses from Bluetooth

connection
Viruses from other sources

24

10.4%

1.8%

Total

231

100%

Viruses from external

devices
Viruses from internet

Analysis:

29.4%

From the above table it can be seen that 58.4% of the respondents use
antivirus software to be protected from viruses from internet, 29.4%
use it for viruses from external devices, 10.4% of the respondents use
the software for viruses from Bluetooth connection and 1.8% of the
respondents use antivirus software for other reasons.

10% 2%

29%

Viruses from external devices

Viruses from internet

58%

Viruses from Bluetooth

connection
Viruses from other sources

Inference:
From the above chart we can say that people are using anti-virus
software mainly for protection from viruses from internet and then
after they see the security from the external devices. We can see that
least people use software for other source security.

Which antivirus brands are you aware of?

Kaspersky Quick AVG

Heal
No. of
respondents 85
Percentage
36.8%

131

44

Norton McAfee Others

56

56.7% 19.1% 24.2%

84

13

36.4%

5.5%

Analysis:
From the above table we can see that 56.7% of the respondents are
aware of Quickheal. Popularity of Kaspersky and McAfee is same
among the respondents with 36.8% and 36.4% respectively. 24.2%
respondents know about Norton and 19.1% respondents are aware

about AVG. 5.5% of the respondents also know about brands other
than the five mentioned in our project.

140

120

100

80

60

40

20

Kaspersky

Quick Heal

AVG

Norton

McAfee

Others

Inference:
It can be clearly seen that Quickheal has the highest market share
when it comes to popularity. Quickheal is famous among respondents
because it is able to reach its target customers through advertisements

and provides quality products to keep its customers satisfied. In

comparison to the other four brands AVG is less popular among
respondents because quality is not up to the mark with the price it
offers.

Which antivirus software are you currently using?

Options
Kaspersky
Quick heal
AVG
Norton
McAfee
Other
Total

No. of respondents
43
85
24
31
41
7
231

Percentage (%)
18.6%
36.8%
10.4%
13.4%
17.8%
3%
100%

Analysis:
From the above table maximum of the respondent users are of
Quickheal. 36.8% of the total respondents use Quickheal followed by
Kaspersky which have 18.6% of the total respondents. McAfee has
17.8% users of the total respondents. Followed by Norton with
13.40% and AVG with 10.40%. Remaining 3% are other users.

40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Kaspersky

Quickheal

AVG

Norton

McAfee

Other

Inference:
Quickheal users are maximum, this shows that Quickheal is popular
among all the respondents. Reason why Quickheal has the highest
share is because of the high quality it offers and the after sales
services offered are also good. AVG users are the least among the
above mentioned companies as the respondents dont find the quality
to be good. Also, AVG fails at providing combo offers which makes it
less attractive to customers.

Please rate your satisfaction level for your anti-virus software.

Table showing Price of different companies.

Excellent
Quickheal 18
Kaspersk 10
y
AVG
7
Norton
8
McAfee
3

Good
19
14

Ok
3
5

Poor
0
0

Very Poor
0
0

5
9
14

0
3
3

0
0
0

0
1
0

Chart showing Price of different companies.

20
18
16
14
Quickheal

12

Kapersky

10

AVG
Norton

McAfee

6
4
2
0
Excellent

Good

Ok

Poor

Very Poor

Inference:
Respondents find the price of McAfee products to be high. Kaspersky
is found to be the least expensive among all and it therefore preferred
more.
Table showing Product Range of different companies.

Excellent
Quickheal 10
Kaspersk 23
y
AVG
1
Norton
5
McAfee
3

Good
14
10

Ok
5
7

Poor
0
0

Very Poor
0
0

9
10
12

2
6
5

0
0
0

0
0
0

Chart showing Product Range of different companies.

25

20

Quickheal

15

Kapersky
AVG
Norton

10

McAfee
5

0
Excellent

Good

Ok

Poor

Very Poor

Inference:
Kaspersky and McAfee provide good range of products whereas
Norton offers only few products.

Table showing After sales services of different companies.

Excellent
Quickheal 13
Kaspersk 8
y
AVG
4
Norton
2
McAfee
6

Good
14
12

Ok
9
6

Poor
3
2

Very Poor
1
1

2
3
6

4
5
6

2
1
2

0
1
0

Chart showing After sales services of different companies.

14
12
10
Quickheal

Kapersky
AVG

Norton
McAfee

4
2
0
Excellent

Good

Ok

Poor

Very Poor

Inference:
Quickheal and McAfee have managed to satisfy respondents with
their after sales services. But Norton fails to do so.
Table showing combo offers of different companies.

Excellent
Quickheal 16
Kaspersk 2
y
AVG
2
Norton
3
McAfee
2

Good
13
14

Ok
5
11

Poor
4
0

Very Poor
2
2

3
9
11

5
6
5

1
2
2

1
1
0

Chart showing combo offers of different companies.

16
14
12
10

Quickheal
Kapersky

AVG
Norton

McAfee

4
2
0
Excellent

Good

Ok

Poor

Very Poor

Inference:
Respondents are attracted by the great combo offers Quickheal offers.
Combo offers by AVG are less preferred by respondents.

Table showing Quality of different companies.

Excellent
Quickheal 20
Kaspersk 12
y
AVG
2
Norton
5
McAfee
5

Good
15
13

Ok
4
2

Poor
0
2

Very Poor
1
0

3
8
7

5
2
4

1
3
2

1
3
2

Chart showing Quality of different companies.

20
18
16
14
Quickheal

12

Kapersky

10

AVG
Norton

McAfee

6
4
2
0
Excellent

Good

Ok

Poor

Very Poor

Inference:
Respondents are satisfied with the quality product that Quickheal
offers. Respondents are not happy with the quality of AVG and
Norton products.

If you are using a free version then please rate how

satisfied you are?

Quality
Percentag
e

Excellent Good

Ok

Poor

47
43.5%

15
13.8%

2
1.9%

42
38.9%

Very
Poor
2
1.9%

Quality
50
45
40
35
30
25
20
15
10
5
0

Excellent

Good

Ok

Poor

Very Poor

Inference:
It can be inferred that free version of antivirus software also tend to
provide good quality products as majority of respondents have rated
the quality to be excellent or good. Companies offer free version of
antivirus software as a part of their promotional policy, their main
objective is to increase the number of users for their antivirus
software. Therefore, they give free download of 30 days or 90 days
use of antivirus software. Once consumers start using it then they
realise the benefits of these antivirus software and then they purchase
the paid version. Therefore, companies are very conscious while
giving free download of antivirus to users.
Excellent Good
Durability 15
Percentag 13.8%
e

61
56.5%

Ok

Poor

26
24.1%

5
4.7%

Very
Poor
1
0.9%

Durability
70
60
50
40
30
20
10
0

Excellent

Good

Ok

Poor

Very Poor

Inference:
When companies offer free antivirus for any given duration like 30
days or 90 days they strictly follow the durability of the product.
Therefore, our analysis shows that people using free antivirus
software are opine that in terms of durability free antivirus software
are good enough. 56.50% have rated it to be good.

Purpose

Excellent Good

Ok

Poor

23

44

34

Very
Poor
1

Percentag
e

21.3%

31.4%

40.8%

5.6%

0.9%

Purpose
50
45
40
35
30
25
20
15
10
5
0

Excellent

Good

Ok

Poor

Very Poor

Inference:
Our research analysis shows that as far as purpose of the companies is
concerned it is satisfied to a certain extent and consumer purpose is
also served to some extent as it can be seen that 40.80% of the
respondents have rated it to be ok whereas 31.40% have rated it to be
Good and 21.30% have rated it to be excellent.

Excellent Good

Ok

Poor

Very
Poor

Availability 24
of updates
Percentage 22.2%

34

33

14

31.5%

30.6%

12.9%

2.8%

Availability of updates
40
35
30
25
20
15
10
5
0

Excellent

Good

Ok

Poor

Very Poor

Inference:
Our data analysis shows that updates are also available for free
version of antivirus software. It is shown through the analysis that
people are satisfied as 31.50% of the respondents have rated the
availability of updates to be good whereas 22.20% respondents have
rated it to be excellent. Only 2.80% respondents find it to be very
poor

Excellent Good

Ok

Poor

Very

Reliability 21
Percentag 19.5%
e

31
28.7%

27
25%

20
18.5%

Poor
9
8.3%

Reliability
35
30
25
20
15
10
5
0

Excellent

Good

Ok

Poor

Very Poor

Inference:
As far as reliability is concerned for various antivirus software
28.70% of the respondents have rated the reliability to be good
whereas 19.50% respondents have rated it to be excellent. Only
8.30% respondents find it to be very poor.

What is the price range of your antivirus software that you

are currently using?

Options
Below 500
500-1000
1000-2000
2000-3000
Total

No. of respondents
5
43
55
20
123

Percentage (%)
4.07%
34.96%
44.71%
16.26%
100%

Analysis:
According to the survey, 44.71% of the respondents prefer price range
of 1000-2000. 34.96% of the respondents spend 500-1000 whereas
16.26% of the respondents spend 2000-3000.Only 4.07% of the
respondents spend below 500 for an antivirus software.

16% 4%
35%
45%

Below 500
500-1000
1000-2000
2000-3000

Inference:
From the above chart, we can see that the most popular antivirus
software used is Quickheal which ranges from Rs. 1000-2000 (total
security costs of Rs. 1150). So Rs.1000-2000 is the most preferred
price range for buying antivirus among people in Ahmedabad.
It is also inferred that a very small percentage of respondents, only
4.07% of the respondents are spending below 500 which shows that
people are concerned about their security and majority of respondents
prefer to spend more on antivirus software.

How long have you been using your current anti-virus

software?

Options
1 Year
2 Years
3 Years
More than 3 Years
Total

No. of respondents
55
76
55
45
231

Percentage (%)
23.8%
32.9%
23.8%
19.5%
100%

Analysis:
From the above table we can get the information that how long a
single user use anti-virus software. From above information we can
clearly see that large number of user use their software for at least 2
years. 32.9% of total respondents use software for 2 years. People
who use their anti-virus software for 1 year or 3 year are in same
proportion which is 23.8% of total respondents.19.5% people use
their software for more than 3 years.

35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
1 Year

2 Years

3 Years

More than 3 Years

Inference:
From the analysis, it has been noticed that the maximum number of
respondents are using their current antivirus from the past two years,
this shows that the respondents are really satisfied with the product
they are using and are in no mood to switch in the near future.

How frequently do you scan your computer/laptop for

antivirus?

Option
Daily
Weekly
Once in every 15 days
Monthly
Total

No. of respondents
67
34
51
79
231

Percentage (%)
29%
14.7%
22.1%
34.2%
100%

Analysis:
In above table they provide information about how frequently a
person scans his/her computer and laptop.. 34.2% and 29% people
from all respondent scan their computer monthly and daily
respectively. 22.1% people scan their computer once in every 15 days
and 14.7% people for weekly scanning.

35%
30%
25%
20%
15%
10%
5%
0%
Daily

Weekly

Once in every 15 days

Monthly

Inference:
From the above chart we can clearly see that large no. of respondents
scan their devices daily or monthly. So we cannot clearly say that
respondents scan their device at what time because we get the mix
result from respondents.

How frequently do you check your computer/laptop for

antivirus update?
Option
Daily
Weekly
Once in every 15 days
Monthly
Total

No. of respondents
38
54
57
82
231

Percentage (%)
16.4%
23.4%
24.7%
35.5%
100%

Analysis:
From the table we can get information that how frequently people
check their computer for software update. Large no. of people check
for update of software on monthly period. 35.5% of total respondents
check for update at monthly period. 24.7% and 23.4% of total
respondents check for it every 15 days and weekly respectively. 16.4
% people daily check it.

16%
36%

Daily
Weekly
23%

Once in every 15 days

Monthly

25%

Inference:
From the above chart we can clearly say that very small proportion of
people check for update of antivirus daily. Most of the people check
for update at monthly basis. So we can see that proportion of monthly
check is more than that of daily check. This shows antivirus updates
dont happen on a daily basis.

Are you satisfied with your current antivirus?

Option

Yes
No (not effective in
scanning)
No (slows down computer)
Total

No. of
Percentage (%)
respondent
s
204
88.3%
18
7.8%
9
231

3.9%
100%

Analysis:
From above table we can clearly see that respondents are highly
satisfied with their current antivirus software. 88.3% of the total
respondents are satisfied. 11.7% of the respondents are not satisfied
with their current antivirus reason being 7.8% of the respondents feel
the antivirus is not effective in scanning with and 3.9% respondents
feels it slows down the computer.

8%

4%

Yes
Not effective in scanning
viruses
Slows down computer
88%

Inference:
Majority of the respondents are satisfied with their current antivirus
software. This shows that the antivirus is effective in scanning and
removing viruses. The companies are meeting up with consumers
expectation. But a small fraction of the total respondents feel that the
software is not effective in scanning virus and also slows down the
computer.

Chapter 4
STATISTICAL
ANALYSIS

Kaspersky
Satisfactory level of different components:
Price
Product Range
After sales services
Combo offer
Quality

Excellent Good Ok Poor

Very Poor
10
14
5
0
0
10
14
5
0
0
8
12
6
2
1
2
14
11
0
2
12
13
2
2
0

Ho: There is no significant difference between average characteristics of

Kaspersky.
Ho: There is no significant difference between the performance satisfactory
level of Kaspersky.

ANOVA
Source of
Variation

SS

Df

MS

P-value

F crit

Rows

2.27374E13

5.68434E-14

8.03441E15

3.0069172
8

Columns

582.8

145.7

20.5936395

3.76984E-

3.0069172

8
Error

113.2

16

Total

696

24

06

7.075

Inference:
For rows: since 1>0.05, it is accepted.
Therefore, there is no significant difference between average characteristics of
Kaspersky.
For columns: since 0.0000376<0.05, it is rejected.
Therefore, there is significant difference between the performance satisfactory
level of Kaspersky.

Quick heal
Satisfactory level of different components:

Price
Product Range
After sales
services
Combo offer
Quality

Excellent
Good
18
23
13
16
20

Ok

Poor

Very Poor

19
10

3
7

0
0

0
0

14
13
15

9
5
4

3
4
0

1
2
1

Ho: There is no significant difference between average characteristics of Quick

heal.
Ho: There is no significant difference between the performance satisfactory
level of Quick heal.
ANOVA
Source of
Variation

SS

Df

MS

P-value

F crit

Rows

3.00691

7
Columns

1198

299.5

Error

142

16

8.875

Total

1340

24

33.74647887

3.00691
7

1.29642E-07

Inference:
For rows: since 1>0.05, it is accepted.
Therefore, yes there is no significant difference between average characteristics
of Quick heal.
For columns: 0.000001296<0.05, it is rejected.
Therefore, there is significant difference between the performance satisfactory
level of Quick heal.
AVG
Satisfactory level of different components:
Excellent
Price
Product Range
After sales
services
Combo offer
Quality

Good

Ok

Poor

Very Poor

7
1

5
9

0
2

0
0

0
0

4
2
4

2
3
3

4
5
2

2
1
2

0
1
1

Ho: There is no significant difference between average characteristics of AVG.

Ho: There is no significant difference between the performance satisfactory
level of AVG.

ANOVA
Source of

SS

df

MS

P-value

F crit

Variation
Rows

2.84217E-14

7.10543E-15

1.56163E-15

3.00691728

Columns

57.2

14.3

3.14285714
3

0.04371622
5

3.00691728

Error

72.8

16

4.55

Total

130

24

Inference:
For rows: since 1>0.05, it is accepted.
Therefore, yes there is no significant difference between average characteristics
of AVG.
For columns: 0.043716<0.05, it is rejected.
Therefore, there is significant difference between the performance satisfactory
level of AVG.

Norton
Satisfactory level of different components:
Excellent
Price
Product Range
After sales
services
Combo offer
Quality

Good

Ok

Poor

Very Poor

8
5

9
10

3
6

0
0

1
0

5
3
5

11
9
8

2
6
2

3
2
3

0
1
3

Ho: There is no significant difference between average characteristics of

Norton.
ANOVA
Source of
Variation
Between
Groups
Within
Groups

SS

df

MS

226

56.5

50

20

2.5

F
22.6

P-value
3.49824E07

F crit
2.866081
402

Total

276

24

Inference:
For rows:since 0.00000349824<0.05, it is rejected
Therefore, there is significant difference between average characteristics of
Norton.

McAfee
Satisfactory level of different components:
Excellent
Price
Product Range
After sales
services
Combo offer
Quality

Good

Ok

Poor

Very Poor

3
3

14
12

3
5

0
0

0
0

6
2
5

6
11
7

6
5
4

2
2
2

0
0
2

Ho: There is no significant difference between average characteristics of

MacAfee.
Ho: There is no significant difference between the performance satisfactory
level of MacAfee

ANOVA

Source of Variation

SS

df

MS

P-value

F crit

Rows

3.00691728

Columns

286

71.5

16.34285714

1.65957E-05

3.00691728

Error

70

16

4.375

Total

356

24

Inference:
For rows: since 1>0.05, it is accepted.
Therefore, yes there is no significant difference between average characteristics
of MacAfee.
For columns: since 0.00016595<0.05, it is rejected.
Therefore, there is significant difference between the performance satisfactory
level of MacAfee.

Chapter 5
FINDINGS

Findings:
Our data analysis draws out following conclusions:

92.6% of the respondents are using antivirus software and 7.4%

respondents are not using anti-virus software.
53.25% of the respondents are using paid anti-virus software and 46.75%
of the respondents are using free anti-virus software. The proportion of
free and paid users is nearly the same.
We gathered the information that 41.5% of total 123 paid users make their
purchase of anti-virus software from online and rest 58.5% of the total
123 paid users are buying their software from retail outlets.
It can be seen that 58.4% of the respondents use antivirus software to be
protected from viruses from internet, 29.4% use it for viruses from
external devices, 10.4% of the respondents use the software for viruses
from Bluetooth connection and 1.8% of the respondents use antivirus
software for other reasons.
36.8% of the total respondents use Quickheal followed by Kaspersky
with 18.6% of the total respondents. McAfee has 17.8% users. Followed
by Norton with 13.40% and AVG with 10.40%. Remaining 3% are other
users.
88.3% of the total respondents are satisfied whereas 11.7% of the
respondents are not satisfied with their current antivirus.
56.7% of the respondents are aware of Quickheal. Popularity of
Kaspersky and McAfee is same among the respondents with 36.8% and
36.4% respectively. 24.2% respondents know about Norton and 19.1%
respondents are aware about AVG. 5.5% of the respondents also know
about brands other than the five mentioned in our project.

 44.71% of the respondents prefer price range of 1000-2000. 34.96% of

the respondents spend 500-1000 whereas 16.26% of the respondents
spend 2000-3000.Only 4.07% of the respondents spend below 500 for an
antivirus software.
32.9% of total respondents use software for 2 years. People who use their
anti-virus software for 1 year or 3 year are in same proportion which is
23.8% of total respondents.19.5% people use their software for more than
3 years.
34.2% and 29% people from all respondent scan their computer monthly
and daily respectively. 22.1% people scan their computer once in every
15 days and 14.7% people for weekly scanning.
Large no. of people check for update of software on monthly period.
35.5% of total respondents check for update at monthly period. 24.7%
and 23.4% of total respondents check for it every 15 days and weekly
respectively. 16.4 % people daily check it.

Chapter 6
SUGGESTIONS

Suggestions:
After complete research, the study reveals that there are areas of
improvement. The following are the suggestions that could be adopted by
the organization in order to curb the current issues and gain a competitive
advantage.

According to the survey, AVG and Norton should improve their

advertisement techniques. As they are not reaching the target customers,
they are less popular.
McAfee should concentrate on price to get more customers and also
consider the price of its competitors.
AVG should provide more combo offers for its survival in the market.
Norton should try to improve its after sales services and should increase
its product range to attract customers.

Chapter 7
LIMITATIONS

Limitations of the Study:

The study is limited to the 250 respondents that are selected from in and
around Ahmedabad, whereas the company operates in other places around
the globe.
The project is carried out for the period of 60 days. This study suffers
from time constraints.
Since the questionnaires have been filled by the clients on their personal
thoughts, wrong information can also be provided.
In this study, there is possibility of non-responses.

Authenticity of the data collected may not be reliable.

Chapter 8
CONCLUSION

Conclusion:
The study was conducted to know the preferences about various antivirus
software used among people in Ahmedabad.
It was found out that Quick heal is the most popular and also the most used
antivirus software among the respondents. The respondents are very satisfied
with the quality of Quick heal. Quick heal has managed to make permanent
customers by the after sales services it provides.
On conducting the detailed study it could be said that Kaspersky has managed
to attain the second place after Quick heal. Respondents prefer Kaspersky
because it is cheap as compared to its competitors. Also, Kaspersky offers a
high product range which attracts customers. Besides having all this features,
Kaspersky is not the best seller because of its poor performance.
MacAfee offers good product range but what discourages respondents from
buying it is the high price of the products. Respondents find price of McAfee to
be high as compared to others.
Norton and AVG both have the least users because respondents are not satisfied
with the quality they provide. Moreover, AVG does not provide good combo
offers, which is one of the reasons behind its poor performance. Norton falls
short on providing good product range and also the after sales services dont
seem to satisfy its consumers.
It could be concluded that yes, the antivirus software does not
fully protect your computer but, no matter if the antivirus
solutions are vulnerable or not, we can see that 92.6% of the
respondents prefer to install antivirus software to feel a little
more secure.

ANNUEXURE

A Comparative Study Of Various AntiVirus Software

Used Among People In Ahmedabad.
*This information will only be used for T.Y B.B.A Project purpose.

NAME:

_____________________________________________

GENDER: Male/Female

AGE: _________________

1. Have you installed

computer/laptop?
Yes

any

Anti-Virus

software

in

your

No

2. What type of anti-virus are you using?

Paid

Free Download

*If

it is paid software then how would you prefer to buy anti-virus

software?
Online Purchase

Retail outlet

3. Reasons for using antivirus?

Viruses from external devices.
Viruses from Bluetooth connections.

Viruses from Internet

Other (please specify) ____

4. Which anti-virus brands are you aware of?

(More than one answer allowed.)

Kaspersky Quick Heal AVG Norton McAfee Other (please specify) ______

5. Which Anti-Virus software are you currently using?

Kaspersky Quick Heal AVG Norton McAfee Other (please specify) ______

6. Please rate your satisfaction level for your anti-virus software.

1. KASPERSKY
Excellent

Good Ok

Poor

Excellent

Good Ok Poor

Very Poor

Price
Product range
After sales service
Combo Offer
Quality

2. QUICKHEAL

Price
Product range
After sales service
Combo Offer
Quality

3. AVG
Excellent
Price
Product range
After
sales
service
Combo Offer
Quality
4. N

Good Ok Poor

Very Poor

Very Poor

4.NORTON

Excellent

Good Ok Poor

Very Poor

Price
Product range
After sales service
Combo Offer
Quality

5. McAfee
Excellent

Good

Ok

Poor

Very Poor

Price
Product range
After sales service
Combo Offer
Quality

7. If you are using a free version then please rate how satisfied are
you?
Excellent
Quality
Durability
Purpose
Availability of updates
Reliability

Good Ok

Poor

Very
Poor

8. What is the price range of your anti-virus software that you are
currently using?
Below 500 500-1000 1000-2000 2000-3000

9. How long have you been using your current anti-virus software?
1 Year

2 Years

3 Years

More than 3 Years

10. How frequently do you scan your computer/laptop for antivirus?

Daily

Weekly

Once in every 15 days Monthly

11. How frequently do you check your computer/laptop for antivirus

update?
Daily

Weekly

Once in every 15 days

Monthly

12. Are you satisfied with your current antivirus software?

Yes

No

*If no, then please choose one of the following options

Not effective in scanning viruses
Slows down computer speed
Occupies space on hard drive
Others(please specify) ___________

REFERENCES

Website:

https://www.opswat.com/resources/reports/antivirus-october-2014
http://en.wikipedia.org/wiki/Kaspersky_Lab
http://en.wikipedia.org/wiki/McAfee
http://www.mcafee.com/us/
http://en.wikipedia.org/wiki/AVG_Technologies
http://in.norton.com/
http://en.wikipedia.org/wiki/Quick_Heal

Book reference:
Marketing management by Philip Kotler
Marketing management by V.S. Ramaswamy, SManakumari