1

A project on
Customer Percieveness

CHAPTER 1

1.1 INTRODUCTION TO THE STUDY

In the present industrial scenario, The marketers have taken a lead in utilizing this
growth in communication technology to their advantage by resorting to direct marketing
to get into regular touch with their customers/potential customers. The mobile phone
owners are given a call (either, recorded or manual or sms) to inform about the
companys product/service and promotion schemes there upon.
To the customer it may bring different responses. They may be happy to receive
such calls or may be annoyed, inconvenienced, or even psychologically harmed by
numerous hang-up calls during the day. Thereon it becomes interesting to find out that
which are the products and services that are frequently marketed and which products and
services are readily accepted by customers through this medium. It is important to know
the perception and attitude of the customers toward telemarketing for its success.
The objective of this paper is to understand the effectiveness of perception of
customers for marketing, perceived benefits derived by the company and their overall
attitude towards marketing. Towards this objective the paper is organized as follows. The
following sections will provide background and examine the general literature on this
topic, its forms, advantages and disadvantages. Following sections describes the research
design, present the data analysis, research findings, suggestions and conclusions.

1.2 INDUSTRY PROFILE

The Electronics Industry in India took off around 1965 with an orientation
towards space and defense technologies. This was rigidly controlled and initiated by the
government. This was followed by developments in consumer electronics mainly with
transistor radios, Black & White television Calculators and other audio products. Color
Televisions soon followed. In 1982 a significant year in the history of television in India
the government allowed thousands of color television sets to be imported into the
country to coincide with the broadcast of Asian Games in New Delhi. 1985 saw the
advent of Computers and Telephone exchanges, which were succeeded by Digital
Exchanges in 1988. The period between 1984and 1990 was the golden period for
electronics during which the industry witnessed continuous and rapid growth.
From 1991 onwards, there was first an economic crises triggered by the Gulf War
which was followed by political and economic uncertainties within the country. Pressure
on the Electronics Industry remained through growth and developments have continued
with digitalization in all sectors, and more recently the trend towards convergence of
technologies. After the software boom in mid 1990s Indias focus shifted to software,
while the hardware sector was treated with indifference by successive governments.
Moreover the steep fall in custom tariffs made the hard ware sectored the hard ware
sector suddenly vulnerable to international competition. In 1997 the ITA agreement was
competition. In 1997 the ITA agreement was signed at the WTO where India committed
itself to total elimination of all customs duties on IT hardware by 2005. In the subsequent
signed at the WTO where India committed itself to total elimination of all customs duties
on IT hardware by 2005. In the subsequent years, a number of companies turned sick and
had to be closed down. At the same time companies like Moser Baer, Samuel color,
Celetronix etc. have made a mark globally.
In the present scenario recent years the electronic industry is growing at a brisk
pace. It is currently worth US$ 32 Billion and according to industry estimates it has the
potential to reach US$ 150 billion by 2014. The largest segment is the consumer
electronics segment, while is largest export segment is of components. The electronic
industry in India constitutes just 0.7 per cent of the global electronic industry. Hence it is
miniscule by international comparison. However the demand in the Indian market is
growing rapidly and investments are flowing in to augment manufacturing capacity.

1.3 COMPANY PROFILE

1.3.1 KERALA STATE ELECTRONICS DEVELOPMENT CORPORATION LTD
Keltron is Indias first and largest electronics corporation in the state sector.
Keltron has been a catalyst in making electronics work in almost every aspect of daily
life, since 1973.
Keltron specializes in the assimilation, adoption and integration of technology for
creating innovative solutions. Its strength lies in the stable foundation and experience
built over the years, its strong human capital, its nationwide network and its ability to
adapt itself to change.
Keltron, Kerala state Electronics Development Corporation Limited, is a public
sector Electronics Company located in Kerala. It is headquartered at the capital city of
Kerala, Thiruvananthapuram. The company is under the direct control of the state
government of kerala.
The registered name of the company is Kerala State Electronics Development
Corporation Limited (KSEDC). The name Keltron was coined from two words, Kerala
Electronics and when it was necessary to use a small word in telegrams referring to the
company.
Keltron is Indias first and largest electronics corporation in the state sector.
Keltron has been a catalyst in making electronics work in almost every aspect of our
daily life, since 1973. The tagline launching a state owned electronics enterprise, more
than a quarter a century ago, spearheading an electronics revolution in Kerala. It was
an experiment by government of Kerala to transform the laid- back, picturesque Kerala
State
Within five years of its inspection, Keltron had set up a production centre in
every district of the state. More than 5000 people were engaged directly or indirectly by
Keltron for the manufacture of electronics. The model of a state owned electronics
corporation was so successful that several other states in India followed suit launching
their own electronics corporation. Over the years, Keltron has built up a strong
infrastructure spread over 700000 sq. ft of built up area. Equipped with computer based
facility for system design and engineering and software development tools for embedded

systems, Keltron today is fully geared to offer high quality integrated manufacturing
solutions.
A strong infrastructure, enterprising team of people, innovative operational
methods, accent on quality and customer orientation are the core competencies of the
organization which has made things happen all these years. Keltron expertise in high
quality manufacturing is the direct result of the skilled, multi disciplinary team of
graduate engineers, project managers and a skilled workforce with a proven track record
in complex precision manufacturing. Currently Keltron employs a work force of 2000 of
which 400 are engineers who possess extensive hands on experience in technology
integration and adoption, high tech manufacturing operations and in managing turnkey
projects. Man power in space electronics section has been specially trained at Indian
Space Research Institute (ISRO) in high reliability soldering, harnessing and quality
checking. Keltron also provides technical manpower to major organizations like ONGC
and VSSC and collaborations like Hitachi.
Ensuring quality is a continuous ongoing process at all production units. Each
facility has a quality department whose business is to see that all quality norms are
strictly adhered to in the manufacturing process. The manufacturing centres at
Tiruvananthapuram, Aroor, Kuttipuram and Kannur are ISO 9001:2000 certified.
Inspectorate of naval department has implemented their customized quality systems at
Keltron Equipment Complex, Thiruvananthapuram. The manufacturing plants for
capacitors, crystals & resistors have been granted LCSO approval. In order to meet the
stringent quality requirements of ISRO, ESD- control measures have been strictly
adopted at the specified areas. Keltron has an all India sales network in place with full
fledged marketing offices in Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad
and Thiruvananthapuram to provide the quickest possible service to customers.
Keltron IT education centres are centres of excellence on information
technology created with a specific intention of bridging the huge gap between academic
institutions and the industry. These centres churn out batches of industry ready
professionals every year who are prepared up to take on jobs the moment they are
inducted. The career oriented courses are delivered through the numerous education
centres distributed throughout Kerala. Keltron, being a part of industry has the right to
feel of the requirements of the industry and has used this knowledge in designing courses

that suit the industry requirements. Keltron offers a wide range of industry recognized
certificate, diploma and post graduate diploma courses.
Kerala Tool room Research & Training Centre (KELTRAC), sponsored by Kerala
State Electronics Development Corporation Ltd and Department of Industries,
Government of Kerala is an autonomous society registered under Scientific and
Charitable Societies Act 1995. KELTRAC is to make available, a state of art facility for
research, development and training in tooling, computer aided design & modeling.
Designed to be a centre of excellence, KELTRAC will also address education & research
aspects for metal working techniques and processes.
1.3.2SERVICES PROFILE OF KELTRON
A) Aerospace Electronics
Keltron has proudly partnered ISRO through the history of Indias space
program. Right from the inception of the early SLV/ASLV program through the
successful PSLV and GSLV launch vehicles, and the historic Chandrayan mission - right
up to the present time through the development of the heavy GSLV Mark III to launch 4
tonne satellites into geostationary transfer orbits.
Keltrons contribution is present in all the critical sub-assemblies and their testing
which includes launch vehicle navigation and guidance computers, stage processing
modules, control electronics modules, inertial sensing units power module, DC-DC
converters, resin electronic module etc. Our participation extends to the family of ISRO
satellites as well.
B) Security & Surveillance Systems
Electronic security pertains to leveraging technology in safeguarding assets by
preventing unauthorized access to people and property. Keltron offers security and
surveillance solutions integrating a whole range of security devices such as access
controls, Close Circuit Televisions (CCTVs), and other security gadgets that detect and
deter security threats from thieves, militants and extremists. The Security Systems Group
(SSG) of Keltron is fully geared to address the present needs of the security systems
market as well meet the requirement of by Government and Paramilitary forces for
security systems and solutions.

Products
CCTV Systems
CCTV Cameras (IP & Analogue)
CCTV Camera Accessories
CCTV Video Management Equipment
Attendance / Access Control System

Fingerprint Reader
Smart Card Reader
Proximity (RFID) Reader
Digital Master/Slave Clock.

C) Intelligent Transportation Systems

The Traffic Signals Division of KELTRON provides state-of-the-art traffic
controllers and offer Intelligent Transportation System (ITS) solutions for traffic
management. During the past two decades, the Traffic Signals Division has executed
several turn-key projects in major cities of the country.
Intelligent Transportation System (ITS) Solutions offered by Keltron TSD includes:

Area Traffic Control System

Fully Solar Powered Traffic Signal System
Fixed Time Traffic Signal System
Vehicle Actuated Traffic Signal System

The success of KeltronITS is attributed to:

High quality manufacturing by engaging a highly skilled, multi-disciplinary team
of graduate engineers, project managers and a skilled workforce with a proven
track record in complex precision manufacturing.
Keltron LED aspects are EN-12368- 2000 Certified.

D) Strategic Electronics Products

Keltron is identified as one of the reliable suppliers of strategic electronic
products for the Defence and Space Departments of the Government, especially for
Indian Navy.

Since the Strategic Electronic products demand extensive application of a wide

range of state-of-the-art technologies, Keltron his built sustainable relationships with
DRDO Labs such as NSTL, NPOL, RCI and other research organization like WESEE
and C-DAC to acquire such technologies. Keltron has recently augmented its
infrastructure and developed local vendors in order to realize the indigenization effort of
the Indian Navy for achieving self-reliance in defence production. Keltron is recognized
by DQAN as an approved vendor for manufacture of Navigational equipment and
classified items for Ministry of Defence.
Products

Electromagnetic Log and Re-Transmission Unit

Search and Rescue Beacon
Echo sounder
Underwater Telephone
Processor Based Ground Mine
Expendable Bathy Thermograph

Significant achievements:
Manufactured, installed and commissioned Under Water Telephone System V1
on board 30 Indian Naval Ships, which includes 6 Talwar Class ships, constructed
at Russia.
150 Processor Based Ground Mines were manufactured and supplied to Ministry
of Defence.
Manufactured and commissioned Radar Interface Unit on board the prestigious
air craft carrier INS Viraat, INS Delhi, INS Mumbai and INS Mysore.
More than 120 Electro Magnetic Log and Re-Transmission Unit were developed,
manufactured and commissioned at different ships of Indian Navy.

E) Information Technology Solutions

Riding on the IT boom in the country towards the close of the twentieth century,
Keltron formed its own software development facility in 1999 focusing on areas such egovernance, industrial automation and web based applications and services. Keltron has
contributed substantially to the e-governance initiatives of the Government of Kerala as
well as in implementing several key projects for the Government. Keltrons clientele

10

includes government departments, quasi-government institutions and some of the highprofile R&D institutions such the VSSC and ISRO. The Development team at ITBG
comprises some of the top brains in the industry who are fully conversant on the frontline
technologies in web space. Right from the start Ketron has been an ardent supporter of
Open Source technologies and has a development team continuously evolving costeffective solutions for different domains in open source.
Product Profile

Bespoke software solutions

Intranet and inter-office communication solutions for SMEs
Web application development
Website hoisting

Significant achievements:

Modules for Directorate of Industries and Commerce, Kerala.

Provided custom solutions in different areas for ISRO.
Provided Records Management solution For Government secretariat, Kerala.
Participates actively in the online publishing of examination results of Kerala
government.

F) Process Control & Instrumentation

Keltron Process Control & Instrumentation systems are manufactured and
implemented by KELTRON CONTROLS, a Division of Keltron. Formed in 1979,
Keltron Controls launched for the first time in India an electronic Process Control
System in collaboration with Control Bailey of France. Later in 1983 this division again
introduced for the first time in India the Digital Distributed Process Control System in
collaboration with Hitachi of Japan. A large number of field and panel instruments like
Transmitters (Pressure, DP, Flow& Level), Water and Gas Analyzers, Tank level gauges
for Petrochemicals and Pneumatic Actuators are also manufactured by Keltron Controls.
The Division has engineered, produced, erected and commissioned a comprehensive
Control & Instrumentation package on turn-key basis for more than 80 Thermal Power
Plants and for several steel, cement, paper & pulp, nuclear, petrochemical plants across
the country. The division has the expertise and extensive manufacturing facilities for
electronic systems fabrication, instrument assembly and for system integration & testing.

11

Product Profile

Turn-key Services
System Integration for PLCs & other C&I packages
EPC Contractor for C&I packages
Pilot & bulk production of Defense R&D developed systems
Products
Pneumatic Actuators
Power Cylinders
Significant achievements:

First electronic control system for Thermal Power plant in India.

First Digital distributed control system for Thermal Power plant in India.
First automated Steel Melting Shop with a Software process model.
First electronic control system commissioned in auto mode.

G) ID card Project
Keltron launched its ID Card Project (IDCP) in 1991 seeing an opportunity in the
decision by the Election Commission of India to provide Electoral Photo Identity Cards
to the voting population of India. Keltron was then in possession of the right
technologies and the right people to carry out this mission. Today, IDCP is identified as
the State Level Agency of the Chief Electoral Officer of Kerala. In addition to providing
ID cards for the entire voting public of Kerala, IDCP also maintains the Electoral Rolls
Management System of the State.
For the first time in India, an Interactive Voice Response System (IVRS) enabling
the public to verify the electoral rolls over telephone has been designed and developed
by IDCP in 2002.
IDCP also produces various types of Cards such as SMART Cards, RFID Cards,
Bar Coded Cards, Employee Identity, Traders Identity, Beneficiary Identity, Driving
License and Ration Cards as per customer requirement.
H) Power Electronics Products
Keltron provides seismic qualified UPS Systems of up to 1000 KVA capacity
based on state-of-the-art IGBT technology.

12

Major customers include Nuclear Power Corporation of India Ltd. (various

atomic power plants like MAPS, KAIGA,TAPS, KAPS and NAPS).
The Power Electronics Group (PEG) of Keltron is a pioneer in the field of UPS
Systems in the country designing and manufacturing to a diverse range of applications.
Keltron is a preferred vendor for NPCIL and is approved by leading organizations such
as EIL, NTPC, ONGC and GAIL for supply of UPS Systems, Battery Chargers,
Rectifiers, Distribution Panels and related products.
The Keltron Power electronic products conform to the following international standards:

IEC 62040 Part 3 (UPS)

High-frequency IGBT Converters
Rectifiers
Industrial Battery Chargers
High Capacity Voltage Stabilizers
AC & DC Distribution Boards
Static Compensators
AC & DC Drives

Significant Achievements:
First in the country to design and develop 90 KVA UPS.
First in the country to design and develop 500KVA & 600 KVA UPS qualifying
seismic parameters for NPCIL.
I) Electronic Components
Keltron entered the electronic components industry by setting up Indias largest
Aluminium Electrolytic Capacitor plant in technical collaboration with Spargue
Electromagnet, Belgium, in 1976 at Kannur, Kerala. Over the years, Kletron has added
on several other types of components enlarging its range to cater to the needs of the
Indian market. Today, Keltron enjoys a sizeable market share, and is identified as a
reputed supplier of electronic components for professional, industrial and consumer
electronics applications.
The current ranges of components manufacture by Keltron include:
Aluminium Electrolytic Capacitors
Motor Start Capacitors

13

Metalized Plastic Film Capacitors

Ceramic Disc Capacitors
Carbon\Metal Film Resistors
Piezo Electric Quartz Crystals

1.3.3 KELTRON COMPONENT COMPLEX LTD, KANNUR

Keltron Component Complex Limited is a Government of Kerala undertaking
promoted by Kerala State Electronics Development Corporation. The company markets
its products under the brand name KELTRON. The company was incorporated with
public limited company on 8th October 1974 and commercial production was started on
19th August 1978 in technical collaboration with m/s N. V. SPRAGUE ELECTROMAG,
BELGIUM, a subsidiary of the world renowned SPRAGUE ELECTRIC COMPANY.
The company is located in the northern part in the state of Kerala about 15 kms
from Kannur town at Keltron Nagar, Kalliassery with over 30 years of experience in the
design and manufacture Aluminium Electrolytic Capacitors and a product range
extending from Miniature radial type to large can screw terminal type capacitors, Keltron
range of products prove d time and again its worthiness in meeting the needs of
international and national standards for capacitors. The manufacturing capacity is
constantly upgraded to meet the emerging trends in the capacitor field for delivering
premium quality products.
The manufacturing facility at KCCL integrates the state of art sophisticated
automatic machinery imported from Japan, Italy and Taiwan. It has the capability to
produce ultra miniature, standard and high reliability radial lead type capacitors, Axial
lead type capacitors, snap in terminal type capacitors, Screw terminal type capacitors and
AC motor start capacitors. The R&D centre of the company has the recognition of the
department of Scientific and Industrial Research, Ministry of Science and Technology,
Govt of India. KCCL is also a professional manufacturer of a low voltage and high
voltage formed aluminium foils required for aluminium, electrolytic capacitors. This in
house forming plant supplies wide variety of formed foils required for the capacitor
division.
The companys quality system has been conferred with ISO 9000:2000
accreditation by INTERTEK systems certification India. The various products
manufactured at KCCL enjoy product approval from LCSO, CDOT and CACT. Keltron

14

MU series motor start capacitors have been investigated and approved by UL INDIA
LTD, a subsidiary of Underwriters Laboratories Inc.
The Company is the subsidiary of the Kerala State Electronics Development
Corporation Ltd. (KSEDC) and is the administrative control of the Department of
Industries, Government of Kerala. Based on the order dated 27/05/08 received from
Govt. of Kerala, Keltron component Complex Ltd, subsidiary of Kerala State Electronics
development Corporation Ltd, amalgamated with the other three subsidiaries of KSEDC
Ltd, viz. Keltron Magnetics Ltd, Keltron Resistors Ltd and Keltron Crystals Ltd.
Ministry of Corporate Affairs, Government of India through an order dated 5th
November 2009 had given sanction for the amalgamation. The company had filed a
certified copy of the order with the registrar of Companies, Kerala on 24/11/2009 and
thus amalgamation became effective.
Keltron Component Complex Ltd. Is a major indigenous manufacturer of
Aluminium Electrolytic and MPP Capacitors, Resistors and Piezoelectric Quartz
Crystals. Though the Companys products are being sold in a highly competitive market
where there is a significant presence of foreign made goods, on account of its reputation
and long standing in the market, the company does not anticipate any hindrance to its
plans for future growth.
The company has already submitted proposals to the Government of Kerala in the
form of projects for enhancement of product range and capacity for the manufacture of
High CV value capacitors and also for modernization/ upgradation of the Ageing &
Testing facilities. The company expects a substantial increase in production, turnover and
profitability after receipt of approval and funding for these projects from government.
The companys shares continue to remain listed with the Madras and Cochin Stock
Exchanges.
The sales turnover of the company during the financial year 2009-10 was
Rs.4470.72 lakhs as against the previous financial year figure of Rs.3306.12 lakhs.
1.3.4 VISION
To bring the benefit of technology to the service of the people and prosperity to
the society to which it belongs.

15

1.3.5 MISSION
To transform itself to one of the Navaratna corporations of the country. To
achieve this mission, the organization has set a clearly defined strategy in motion
encompassing its core strength.
1.3.6 OBJECTIVES
The company aims at providing maximum satisfaction to its customers by
facilitating goods and services that meet their desired level of expectation.
The company is also committed to achieve its goals with the involvement of
employees of all levels.
1.3.7 QUALITY POLICY
We aim at maximum satisfaction to our customer by providing goods that meet their
requirement. We are committed to achieve our policy with the involvement of the
employees at all level through a well defined Quality Management System which is
continuously reviewed to enhance its effectiveness and updated to meet changing needs.
1.3.8 TAGLINE
Electronics for the people, everywhere.
1.3.9 PRODUCTS PROFILE

Aluminium Electrolytic Capacitors

Resistors
Piezo Electric Crystals
MPP Film Capacitors
Ceramic Disc Capacitors
Metal Oxide Varistors
NTC Thermistors
Piezo Buzzers

16

1.3.10FUNCTIONAL DEPARTMENTS OF KELTRON COMPONENT

COMPLEX LTD, KANNUR1.4 OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE
FIGURE NO - 1.3.01
To study about effectiveness of consumer perception among consumers and how
Functional
it affects their buying behaviour
towardsDepartments
Keltron Component Complex Ltd,
Kannur products.
SECONDARY OBJECTIVES
Personnel and

Engineering

and Design
ToAdministration
evaluate and analyze effectiveness of consumer perception in an organization.
To Department
analyze the factors determining the satisfaction effectiveness of consumer
Department
perception in the organization.
Finance and
Accounts
Department

Planning
Department

Plant
Engineering
Department

Electronic Data
Processing
Department

Etching and
Forming
Department

Materials
Department

Quality
Assurance
Department

Research and
Development
Department

Production
Department

Marketing
Department

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1.5 RESEARCH PROBLEM

This study helps the organization to evaluate its marketing methods as per
perception of consumers towards organization. It helps to understand the effectiveness of
consumer perception to the organization. Studying the effectiveness of consumer
perception helps to know the balanced relationship among marketing and buying
behavior of consumers and to identify whether the consumers are satisfied with the
products of the organization.
This study offer some practical implications in a marketing context and therefore,
to better implement these, one should elaborate on the type of consumer that is mostly
responsive to the kind of tactics that are being proposed in terms of increasing Percieved
Consumer Effectiveness.

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1.7 LIMITATIONS OF THE STUDY

The study was conducted based on a questionnaire so that the result will be
limited to the data collection.
The study was conducted on some selected consumers of the Keltron Component
Complex Ltd; it may not reflect the opinion of all the consumers of the company.
Non Availability of some information due to the confidential reason, which limits
the scope of the study.
The study was conducted on the consumer perception which needs a detailed
explanation, with a short period. It was not that much easy to conduct a study.

19

CHAPTER 2
REVIEW OF LITERATURE

20

REVIEW OF LITERATURE
2.1 REVIEW OF LITERATURE
India is among the fastest-growing markets and has been identified
as one of the significant potential markets for the companies.
Muralikrishnan B., country manager at eBay's India explains that
Indian consumers toward buying high margin products such as clothes
and shoes as is the trend among eBay shoppers in the West rather than
electronic gadgets and books, which are the most popular choices now
but command lower profit margins and are less frequent purchases.
Consulting firm Technopak predicts a $70-billion annual market by 2020,
up from $600 million now, which is just 0.05% of global online shopping.
EBay itself estimates India's online shopping market in 2012 will grow
close to 100%.

Ramanathan & hari(2011) observed from their study that due to the recent
changes in the demographic system of consumers, and the awareness of quality
conscious consumption, consumers preferred to buy different products both from the
organized and unorganized retailers.
Joseph, Soundararajan, Gupta, & Sahu, (2008) concluded that unorganized
retailers in the locality of organized retailers were adversely affected in terms of their
volume of business and profit. According to him with the emergence of organized outlets
consumers gained through the availability of better quality products, lower prices, onestop shopping, choice of additional brands and products, family shopping, and fresh
stocks.
According to report of ICRIER organized and unorganized retail not only
coexist but also grow substantially. The reason behind that the retail sector is gradually
growing on an overall basis hence the benefit of this growth goes to both the sectors.
Kearney, (2006) found that traditional markets are transforming themselves in
new formats such as departmental stores, hypermarkets, supermarkets and specialty
stores.
Martineau, (1958) first time used the concept of store image. This store image

21

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

functional attributes he included variety of commodities, layout, location, price value
relation, and service that consumers could independently compare with other stores.
Whereas in psychological attributes attractiveness and lavishness symbolized special
attributes of that store.
Munjal, Kumar, & Narwal, (2011) through their research concluded that the
kirana shops being affected by malls is only a myth. He further concluded that in spite
of the available opportunities to the organized retail to grow in India these kirana shops
also were benefited from this growing economy.
Sivaraman.P, (2011) from his study concluded that the impact of organized
retailers was clearly visible on the business of unorganized retailers in terms of sales,
profit and employment. Due to their financial infirmity these small retailers continuously
struggled to introduce changes in their existing retail practices. Some kind of
intervention was required for their future existence.
Another study by Ali, Kapoor., & Moorthy, (2010) in their study indicated that
consumers shopping behavior was influenced by their income and educational level
while gender and age had no significant impact on their behavior.
While Dodge, Robert, Summer, & Harry, (1969) and Aaker, Jones, David, &
Morgan, (1971) concluded that consumers socio economic background, their
personality, and past purchase experience were those factors upon which the
customers decision lied.
Nair & Nair, (2013) in their study revealed that the perception of
service quality was influenced by various natures among various customers and some of
the general factors like personal interaction, physical aspects on which customer
perception remained constant and common.
But Singh & Agarwal, (2012) revealed that customers preferences for grocery
shopping were gradually shifting from local kirana stores to organized convenience
stores. Brand choice and credit card facilities were the main determinants which
influenced preferences from kirana to organized retail. Payment through credit cards
increased purchases from organized retail store.
Sinha & Banerjee, (2004) in their study concluded that store convenience and
customer services positively influenced consumers store selection.

22

Gupta, (2012) concluded in her study that store attributes like convenient
operating hours and accessibility were the factors which lead to customer loyalty and not
store appearance. Similarly, product attributes like freshness of the product and
availability of products range according to the pocket were major determinant of loyalty.
It was also evident that even today Kiranas are preferred by customers because of
various reasons viz. convenient location, home delivery, personal relations with
shopkeeper, giving products on credit, payment in installments.
Srivastava, (2012) in his study showed that the overall customers perception
across urban and suburban was not varied. The customers were ready to pay higher
prices for branded goods across the urban and suburban areas. They gave priority to
purchase grocery from nearby shops while for purchasing of apparel they liked to travel
some distance. The outcomes of the study showed that the exposure of marketing
strategy through electronic and print media made the customers more choosey and
knowledgeable.
Whereas Solagaard & Hansen, (2003) identified several store attributes that were
considered important for the consumers evaluation of stores. These attributes were
merchandise, assortment, merchandise quality, personnel, store layout, accessibility,
cleanliness and atmosphere.

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RESEARCH METHODOLOGY
3.1 Research Design
A research design is the arrangement of conditions for collection and analysis
of data in a manner that aims to combine relevance to the research purpose with
economy in procedure
3.3 Period of study
The research period of the study has from 14 January 2016 to 03 February 2016
in Keltron Component Complex Ltd, Kannur.
3.4 Area of study
The Study is conducted among consumers of products of Keltron Component
Complex Ltd, Kannur.
3.5 Source of Data Collection
3.5.1 Primary data
The study is based on primary data that were collected from 30 consumers of
Keltron Component Complex Ltd, Kannur. It is first hand information for the study.
Primary data regarding the various factors that influences the effectiveness of consumer
perception.
3.5.2 Secondary data
Secondary data are collected from various sources like from the organizations
website, journals, brochures, annual reports, previous studies etc.
3.6 Population Size
In this research the total population size is whole consumers of KCCL.
3.7 Sample Size
Out of the total population the sample size is 30 consumers who representing the
whole population.
3.8 Sampling Techniques
Simple Random Sampling - A subset of a statistical population in which each
member of the subset has an equal probability of being chosen. A simple random sample
is meant to be an unbiased representation of a group.
In this study the 30 respondents were selected randomly from the consumer
population.

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3.9 Statistical Tools and Testing

The collected data has been analyzed with the help of Simple percentage analysis
to obtain optimal results.
3.9.1 Simple percentage analysis
Percentage refers to a special kind of ratio in making comparison between two or
more data and to describe relationships. Percentage can also be used to compare the
relation terms the distribution of two or more sources of data.

Percentage of Respondents =

Number of Respondents
--------------------------------- X 100
Total No. of Respondents

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4.1 PERCENTAGE ANALYSIS TABLES

TABLE NO - 4.1.01
TABLE SHOWING YEAR WISE CLASSIFICATION OF RESPONDENTS
DURATION
>=1 YEAR
< 1 YEAR

FREQUENCY
21
9

PERCENTAGE
70
30

Source: Primary Data

INFERENCE:
The above table shows 70% of the total respondents are from the category of
duration less than or equal to 1 year, 30% of the respondents are buying products for
more than 1 year.
FIGURE NO - 4.1.01
FIGURE SHOWING YEAR WISE CLASSIFICATION OF RESPONDENTS

26

TABLE NO - 4.1.02
TABLE SHOWING FREQUENCY WISE CLASSIFICATION OF RESPONDENTS

DAILY
WEEKLY
MONTHLY
OCCASSIONALLY

FREQUENCY
0
3
6
21

PERCENTAGE
0
10
20
70

Source: Primary Data

INFERENCE:
The above table shows 70% of the total respondents buy products occasionally,
20% of the respondents are buying products monthly, 10% respondents buy products
weekly and none of the respondents buy products daily.
FIGURE NO - 4.1.02
FIGURE SHOWING FREQUENCY WISE CLASSIFICATION OF RESPONDENTS

27

TABLE NO - 4.1.03
TABLE SHOWING REASON WISE CLASSIFICATION OF RESPONDENTS
REASON
QUALITY
PRICE
PROMOTION
AVAILABILITY

FREQUENCY
11
10
3
6

PERCENTAGE
36.67
33.33
10
20

Source: Primary Data

INFERENCE:
The above table shows 36.67% of the total respondents buy products based on
quality, 33.33% on price, 10% on promotion, and 20% based on availability of the
products.
FIGURE NO - 4.1.03
FIGURE SHOWING REASON WISE CLASSIFICATION OF RESPONDENTS

28

TABLE NO - 4.1.04
TABLE SHOWING PRODUCT DIFFERENCE WISE CLASSIFICATION OF
RESPONDENTS
REASON
QUALITY
PRICE
PROMOTION
AVAILABILITY

FREQUENCY
15
10
2
3

PERCENTAGE
50
33.33
6.67
10

Source: Primary Data

INFERENCE:
The above table shows 50% of the total respondents are buying products based on
quality difference of the competitor, 33.33% buy products due to difference in price,
6.67% due to difference in promotion and 10% in due to difference in availability of
products of the competitor.
FIGURE NO - 4.1.04
FIGURE SHOWING STATUS WISE CLASSIFICATION OF RESPONDENTS

TABLE NO - 4.1.05
TABLE SHOWING PREFERABILITY WISE CLASSIFICATION OF RESPONDENTS

29

PRODUCTS
START CAPACITOR
METALIZED PLASTIC FILM

FREQUENCY
6
6

PERCENTAGE
20
20

CAPACITOR
CERAMIC DISC CAPACITOR
CARBON/METAL FILM

4
4

13.33
13.33

CAPACITOR
PIEZO ELECTRIC QAURTZ

16.67

CRYSTAL
ALUMINIUM ELECTROLYTIC

16.67

CAPACITOR

Source: Primary Data

INFERENCE:
The above table shows 20% of the total respondents are buying start capacitor,
and another 20% metalized plastic film capacitor, 13.33% ceramic disc capacitor, another
13.33% carbon/metal film capacitor, 16.67 Piezo Electric Quartz Crustal, and another
16.67% Aluminium Electrolytic Capacitor.
FIGURE NO - 4.1.04
FIGURE SHOWING STATUS WISE CLASSIFICATION OF RESPONDENTS

TABLE NO - 4.1.06
TABLE SHOWING PRODUCT QUALITY WISE CLASSIFICATION OF
RESPONDENTS
OPINION
OUTSTANDING
EXCELLENT
GOOD

FREQUENCY
15
10
3

PERCENTAGE
50
33.33
10

30

AVERAGE
POOR

1
1

3.33
3.33

Source: Primary Data

INFERENCE:
The above table shows 50% of the total respondents provide feedback
outstanding, 33.33% say excellent, 10% say good, 3.33% say Average and another 3.33%
provide poor feedback
FIGURE NO - 4.1.04
FIGURE SHOWING STATUS WISE CLASSIFICATION OF RESPONDENTS

31

TABLE NO - 4.1.07
TABLE SHOWING PRODUCT ALTERNATIVE WISE CLASSIFICATION OF
RESPONDENTS
YES/NO
YES
NO

FREQUENCY
5
25

PERCENTAGE
16.67
83.33

Source: Primary Data

INFERENCE:
The above table shows 16.67% of the total respondents substitute products of
keltron, whereas rest of the respondents do not substitute the products of keltron.
FIGURE NO - 4.1.07
FIGURE SHOWING STATUS WISE CLASSIFICATION OF RESPONDENTS

32

TABLE NO - 4.1.08
TABLE SHOWING PRODUCT SUBSTITUTE WISE CLASSIFICATION OF
RESPONDENTS
SUBSTITUTE
SAMSUNG
CEDICOM

FREQUENCY
10
8

PERCENTAGE
33.33
26.67

ELECTRONICS
DCKI ELECTRONICS
HAVELLS
EPCOS INDIA

3
5
4

10
16.67
13.33

Source: Primary Data

INFERENCE:
The above table shows 33.33% of the total respondents would prefer to substitute
product from Samsung, 26.67% respondents from cedicom electronics, 10% from dcki
electronics, 16.67% from havells and 13.33% from epcos india.
FIGURE NO - 4.1.08
FIGURE SHOWING STATUS WISE CLASSIFICATION OF RESPONDENTS

33

TABLE NO - 4.1.09
TABLE SHOWING FACTOR WISE CLASSIFICATION OF RESPONDENTS
FACTORS
QUALITY-PRICE
FRIENDS
ADVERTISEMENT
BRAND NAME

FREQUENCY
15
10
2
3

PERCENTAGE
50
33.33
6.67
10

Source: Primary Data

INFERENCE:
The above table shows 50% of the total respondents are buying products based on
quality and price, 33.33% buy products opinion of friends, 6.67% due to advertisement
and 10% based on brand name.
FIGURE NO - 4.1.09
FIGURE SHOWING STATUS WISE CLASSIFICATION OF RESPONDENTS

34

TABLE SHOWING BRAND IMAGE WISE CLASSIFICATION OF RESPONDENTS

REVIEW
YES
NO

FREQUENCY
25
5

PERCENTAGE
83.33
16.67

Source: Primary Data

INFERENCE:
The above table shows 83.33% of the total respondents agree that keltron
products has good brand image compared to its competitors, whereas, rest 16.67% do not
agree on it.
FIGURE NO - 4.1.04
FIGURE SHOWING STATUS WISE CLASSIFICATION OF RESPONDENTS

35

TABLE SHOWING FAMILIARITY WISE CLASSIFICATION OF RESPONDENTS

REVIEW
YES
NO

FREQUENCY
20
10

PERCENTAGE
66.67
33.33

Source: Primary Data

INFERENCE:
The above table shows 66.67% of the total respondents can identify keltron logo
and tagline, 33.33% cannot identify the logo and tagline.
FIGURE NO - 4.1.04
FIGURE SHOWING STATUS WISE CLASSIFICATION OF RESPONDENTS

36

TABLE SHOWING RECOMMENDATION WISE CLASSIFICATION OF

RESPONDENTS
REVIEW
YES
NO

FREQUENCY
24
6

PERCENTAGE
80
20

Source: Primary Data

INFERENCE:
The above table shows 80% of the total respondents are ready to recommends
keltron to others whereas 20% do not recommends the products
FIGURE NO - 4.1.04
FIGURE SHOWING STATUS WISE CLASSIFICATION OF RESPONDENTS

37

5.1 FINDINGS

Out of 30 respondents 21 consumers i.e. 70% of the total respondents are from
the category of duration less than or equal to 1 year, 30% of the respondents are
buying products for more than 1 year.
70% of the total respondents buy products occasionally, 20% of the respondents
are buying products monthly, 10% respondents buy products weekly and none of
the respondents buy products daily.
36.67% of the total respondents buy products based on quality, 33.33% on price,
10% on promotion, and 20% based on availability of the products.
50% of the total respondents are buying products based on quality difference of
the competitor, 33.33% buy products due to difference in price, 6.67% due to
difference in promotion and 10% in due to difference in availability of products
of the competitor.
20% of the total respondents are buying start capacitor, and another 20%
metalized plastic film capacitor, 13.33% ceramic disc capacitor, another 13.33%
carbon/metal film capacitor, 16.67 Piezo Electric Quartz Crustal, and another
16.67% Aluminium Electrolytic Capacitor.
50% of the total respondents provide feedback outstanding, 33.33% say excellent,
10% say good, 3.33% say Average and another 3.33% provide poor feedback
The above table shows 16.67% of the total respondents substitute products of
keltron, whereas rest of the respondents do not substitute the products of keltron.
The above table shows 33.33% of the total respondents would prefer to substitute
product from Samsung, 26.67% respondents from cedicom electronics, 10% from
dcki electronics, 16.67% from havells and 13.33% from epcos india.
50% of the total respondents are buying products based on quality and price,
33.33% buy products opinion of friends, 6.67% due to advertisement and 10%
based on brand name.
The above table shows 83.33% of the total respondents agree that keltron
products has good brand image compared to its competitors, whereas, rest
16.67% do not agree on it.
The above table shows 66.67% of the total respondents can identify Keltron logo
and tagline, 33.33% cannot identify the logo and tagline.

38

The above table shows 80% of the total respondents are ready to recommends
keltron to others whereas 20% do not recommends the products

39

5.2 SUGGESTIONS
There are many channels to communicate to potential customers;
therefore, the marketers need to consider regarding what kind of media
will be the most effective for their target consumers. They should not only
consider use of TV, print and internet, but also radio, out of home,
billboard or any kind of new media regarding to the

respondents

suggestion can create consumers interest and built brand excitement.

From our study, print advertising is going die since it is kind of paid
media and the nature of new generation read less. They also have low of
level of concentration. They do not prefer to pay for things that they will
not use.
Marketers should interact with consumers differently due to generation
cohort issues. Thus internet dominates not only new generation but also
has more impact in old generation. So that marketers need to reconsider
that internet is not for only the new generation. Moreover, consumers
have potential to access internet from alternative devices such as iPad,
PDA and tablet. Therefore, these are other potential channels that can
reach the consumers.
Consumers insight and behaviour towards the products should be
investigated since technology is becoming more impact. Thus whether
these tools can use as an effective media channels to generate advertising
and promotions to customers.
The company should increase

promotional

activities

such

as

advertisement, launching new products etc. It will increase market

condition of the company.
From the study, It is understood there are few clients who are not satisfied
with different factors in KCCL products. This can taken care of inorder to
attract more customers of KCCL.
From the study it is clear that the quality of KCCL products ie. Majority
of customers say that Excellent and there are only few clients who say
that KCCL needs improvement.
KCCL product pricing is also good, but, it has to taken modification.The
pricing is to be made as per the competition in the market such as
skimming pricing, penetration pricing etc should be used.

40

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

company that develops a clear preference for this products or brands and
is even willing to recommend them to other.

5.3 CONCLUSION
The study was carried out to know the effectiveness of consumer perception of
customers of Keltron Component Complex Ltd, Kannur. The study is completed with
various aspects of consumer perception
Consumer buys products on the basis of factors like offers and discounts, variety
of product available, free home delivery etc. From the above data analysis it can be
determined that most of the respondent would agree to buy based on marketing. Out of
the agreed respondent, most of the respondent would think that consumer perception is
an important factor. The recommended business operation will not only beneficial for the
consumer but also to the firm, as it allows the firm to evaluate its consumers.
Hence, it is concluded with the strong feeling that the minor modification in the
Marketing Department, proper communication between consumers and Marketing team,
training and development programs will help to improve the effectiveness of Consumer
Perception