A PROJECT REPORT ON

RETAILERS PERCEPTION TOWARDS HARNS

AGRO PRODUCTS.
Project Submitted by:
NAME
Regd. No.in Management.
COLLEGE NAME.

ADDRESS

INTRODUCTION

COMPANY PROFILE

OBJECTIVES OF THE STUDY

1.11Objectives
3

It is necessary to specify the objectives of the study. This is because of specification of objectives
will enable us to study various areas and aspects with clarity.

To know retailers opinion about the Harns Argo products.

To know the sales performance of Harns Argo product in market.
To identify retailers perception about competitors products.
To know existing promotional strategy for Harns Argo Products.

Need of the study

Aim of the study is to analyze the gap and suggest strategy to retailers, for marketing Harns Argo
Argo Products.
1.
2.
3.
4.

What is retailers opinion regarding Harns Argo Argo Products?

What are retailers expectation form Harns Argo Products?
Identifying the existing strategy of Harns Argo?
Finding the gap in existing strategy of Harns Argo?

LIMITATIONS OF THE STUDY

1.15 LIMITATIONS OF THE STUDY

While conducting a Marketing Research, the researcher faces with a lot of limitations. The
present study is not an exception. A few errors have been expected despite of best efforts to
avoid them but this is expected that still the study is much relevant, in spite of following;
As the study is based mainly on primary data and some of secondary data are used in this
study, the possibilities of personal bias cant be ruled out.
6

 The researcher intention to reach to a large sample size could not be accomplished due to
lack of time and financial resources the intention could not be accomplished upon the
desired level.
Some respondents were reluctant to reveal the informations on the pretext that they
didnt have sufficient time.
There was information bias occurred at the time of data collection.
Motivating the people for the survey was a challenging part of the survey.
Despite all of the limitations efforts are being made to overcome the errors in the survey.

RESEARCH METHODOLOGY

2Research Methodology

Research design is needed because it facilitates the smooth sailing of the various research
operations, thereby making research as efficient as possible yielding maximal information with
minimal expenditure of effort, time and money. Just as for better, economical and attractive
construction of a house, we need a blueprint well thought out and prepared by an expert
8

architect; similarly we need a research design or plan in advance of data collection and analysis
for our project. Research design stands for advance planning of the methods to be adopted for
collecting the relevant data and the techniques to be used in their analysis, keeping in view the
objective of the research and the availability of the staff, time and money.
Preparation of the research design should be done with great care as any error in it upset the
entire project. Research design, in fact, has a great bearing on the reliability of the results arrived
at the end as such constitutes the firm foundation of the entire edifice of the research work.

Aim Of The Research

Aim of the study is to analyze the gap and suggest strategy to retailers, for marketing of Harns
Argo Argo Products.

2.1 SAMPLE DESIGN

Sample Unit: Retailers of Argo Products
Sample Size: 150 retailers by covering different parts.
Sampling Type: Non probability judgment sampling

2.2APPROACHES OF DATA COLLECTION

RESEARCH DESIGN:
DESCRIPTIVE RESEARCH
The research is primarily descriptive in nature. The sources of information are both primary and
secondary.
Approach constitutes of both
I.
II.

Primary data.
Secondary data.

Primary sources: Questionnaire Analysis

9

SECONDARY DATA:
It refers to those data that was already being corrected by and analyzed by someone else. This
data is collected from

Reports
Magazines.
Newspapers and books
Internet

COPE OF THE STUDY

The study was aimed at understanding and analyzing the retailer perception towards
Harns Argo Products.

The research was conducted in the geographical area of (),

SCOPE FOR FURTHER RESEARCH

10

SALES ANALYSIS:
The study will help in analyzing the sales of territories where the respondent retailers are located
in terms of sales volume, their sales calls closing ability.
MOTIVATION-MIX ANALYSIS:
This study will definitely help in ganging the adequacy of current motivators on sales
performance of retailers.
RETAILERS ANALYSIS:
The study also focused on evaluating retailers in terms of sales performance and mention
expectations by keeping in view other performance of last 2 to 3 years. This will help them
ranking in terms of sales turnover and their consistency in sales performance and additional sales
generation.
MARKET ANALYSIS:
This study will help in knowing that the numbers of retailers are energies to capture this
particular market. This study will help in knowing the companys share and total market demand
through market argument competition density etc.
ANALYSIS BETWEEN COMPANY & RETAILERS:
The studies are also focused on the expectations of retailers from company and extend of their
fulfilment though communication effectiveness, complaints, handling etc.

11

ANALYSIS OF DATA

12

DATA ANALYSIS AND INTERPRETATION

This chapter is the core part of my dissertation because it includes the research findings
expressed by text, figures, tables, charts and graphs. It is absolutely important to present them
clearly for precise analysis.
In order to get the 150 respondents are chosen as sample space thereby making them fill my
questionnaires. To conduct the survey 10 respondents are interviewed each day. Total of 15 days
being taken to complete the entire process and 1 more day for calculating the figures thus
obtained.
My areas of survey includes main areas of town shops closer to market areas, residential area,
city malls, station square, bus stands and the like .
My visits included outskirts of town like.
The charts and graphs used are pie chart, column and bar graphs.
Therefore I present my findings of the survey report conducted in this chapter.

13

Q.1. How many Harns Argo Products you sell in a month on an average?

RESULTS

parameters

NO OF
RESPONDENTS

PERCENTAGE RATINGS

0 - 10

Nov-20

65

43.33

21 - 30
31 &
above

85

56.67

TOTAL

150

100

(Table1.2)

no of handsets sold in a month on an average

0 - 10

Nov-20

21 - 30

31 & above

43%
57%

(Figure1.4)

While conducting my survey in area I found that there is a good progress in selling of Harns
Argo Products. 21-30 number of Products of Harns Argo recorded highest selling in one month
on an average in those shops which are strategically located in the central parts of city area.
Then 11-20 nos of Product are sold in outskirts of area mainly due to available feature in an
affordable price. So location and price are the two crucial factors which made to sell the Products
more in numbers. Due to stiff competition the Products figures have not yet reached to 31 and
above in the city areas because city dwellers are a bit brand consciousness.

14

Q.2. Consumers response towards Harns Argo products?

RESULTS

PARAMETERS

NO OF
RESPONDENTS

PERCENTAGE
RATINGS

EXPRODUCTENT

30

20

GOOD

70

46.67

AVERAGE

30

20

BELOW AVERAGE

20

13.33

TOTAL

150
(Table 1.3)

100

CONSUMER RESPONSE
EXCELLENT

GOOD

AVERAGE

BELOW AVERAGE

13%

20%

20%

47%

(Figure 1.5)

Consumers opinion is taken to use them while figuring out of sales performance. In their
opinion they rated Harns Argo products as good one because they believe that it is the only
product available in the market with good quality and affordable price.

15

Q.3 Retailers opinion about products offer?

RESULTS
NO OF
RESPONDENTS

PERCENTAGE
RATINGS

75
35
25
15
150

50
23.33
16.67
10
100

PARAMETERS

ExProductent
Good
Average
Below Average
Total

(Table 1.4)

RETAILERS OPINION
Excellent

Good

Average

Below Average

10%
17%
50%

23%

(Figure1.6)

A reasonable sales volume generated by the retailer thus adds profit margins to his account.
Retailers also replied most of their target customers are the college students and they the Harns
Argo Products because of its sleek design and reasonable pricing.
16

Q.4 Product availability of Harns Argo in the territory?

RESULTS

PARAMETERS

NO OF
RESPONDENTS

PERCENTAGE
RATINGS

15
65
45
25
150

10
43.33
30
16.67
100

exProductent
good
average
below average
TOTAL

(Table 1.5)

PRODUCT AVAILABILITY
excellent

good

average

below average

17% 10%

30%

43%

(Figure 1.7)

The reason being consumers are not updated to the latest product availability in the market.
Creating awareness by retailers is a way to make people updated which is not given a due
17

importance in these areas. The only awareness quotient being the TV ads and paper ad
published by the company.
Q.5 What age of people do you think purchase Harns Argo Argos?

RESULTS

Parameters

NO OF
RESPONDENTS

PERCENTAGE
RATINGS

less than 20
20 - 30
30 - 40
40 & above
TOTAL

5
85
35
25
150

3.33
56.67
23.33
16.67
100

(Table 1.6)

Age Group Of Buyers

less than 20

20 - 30

17%

30 - 40

40 & above

3%

23%

57%

(Figure 1.8)
The highest number of purchase is made by the age group 20-30 which is 85 out of 150, as
compared to other options.

18

In other segments i.e. 40 and above age are less aware about Harns Argo products availability,
features and its usage hence dont prefer to buy these products. They firmly believe on proven
technology and prefer to take branded items at affordable rates and prefer to take low segment
Argo Product available in branded items category

Q.6 Opinion on delivery of Harns Argo products as per order made distributors?

RESULTS

PARAMETERS

NO OF
RESPONDENTS

exProductent
good
average
below average
TOTAL

5
25
85
35
150

PERCENTAGE
RATINGS

3.33
16.67
56.67
23.33
100

(Table 1.7)

PRODUCT DELIVERY
excellent

good

23%

average
3%

17%

57%

(Figure 1.9)

19

below average

Distribution channels are probably the most visible aspects of any companys marketing efforts.
In this case, there might be spatial discrepancy caused in the exchange process because of the
geographical distance. Or else it could be temporal discrepancy caused in the exchange process
because of the time gap the time the product consumed or time the product is produced.
Q7. Marketing efforts of Harns Argo company as compared to its competitors?

RESULTS
PARAMETERS

NO OF
RESPONDENTS

PERCENTAGE
RATINGS

10
45
95
1
150

6.67
30
63.33
0.6
100

exProductent
good
average
below average
TOTAL

(Table 1.8)

MARKETING EFFORTS
excellent

good

average

below average

1% 7%
30%
63%

(Figure 2.0)

Marketing efforts of the company is considerable one. Adoption of new methods of marketing is
less seen in , which is affecting the increase in Product sales. Marketing increases awareness
level in consumers and priority should be given to these matters. Priority on change in product
20

addition, introducing new price and models, advertising, sales promotion and publicity, sales
force, customer service and the like are not upgraded with time. As a result the no of outlets
didnt increase subsequently with the changing times. This concludes to say that marketing
efforts are not properly planned which results in rating average.

Q.8 Promotional support that has been provided by company?

RESULTS
PARAMETERS

NO OF
RESPONDENTS

PERCENTAGE
RATINGS

10
45
95
1
150

6.67
30
63.33
0.6
100

exProductent
good
average
below average
TOTAL

(Table 1.9)

PROMOTIONAL SUPPORT
excellent

good

average

below average

1% 7%

30%
63%

(Figure 2.1)

21

Unlike marketing efforts retailers pointed out the same views for promotional efforts given by
the company. Retailers said that promoting the products through product placements, internet,
radio, contest , sponsorships are not being done by the company to promote the product, which is
hampering the growth in that area. Attractive sales promotion schemes can pull more customers
to purchase the company products.

Q.9 Overall opinion about Harns Argo by the retailers?

RESULTS
PARAMETERS

exProductent
good
average
below average
TOTAL

NO OF
RESPONDENTS

PERCENTAGE
RATINGS

45
85
15
5
150
(Table1.10)

30
56.67
10
3.33
100

overall opinion of retailer's

excellent

good

10%

average

below average

3%
30%

57%

(Figure 2.2)

22

The reason being the increase in sales figure. They added that if company will give more priority
on the issues like sales promotions and marketing efforts then the sales figure could grow even
higher and company can make a reach to more inhabitants in that area

Q.10 Attributes you consider most important in Argo Products?

RESULTS
ATTRIBUTES

NO OF
RESPONDENTS

PERCENTAGE

PRICE
QUALITY
DEMAND
BRAND IMAGE
TOTAL

65
45
25
15
150

43.33
30
16.67
10
100

(Table 1.11)

IMPORTANT ATTRIBUTES
PRICE

QUALITY

DEMAND

BRAND IMAGE

10%
17%

43%

30%

(Figure 2.3)

23

They also replied that quality is next important factor after pricing because a customer having
purchasing power will not seek to price rather, will check the quality of the product , the
technology it has is upgraded one or not.

Q 11. Comparing to other company products, you rank Harns Argo products as?

RESULTS

PARAMETERS

exProductent
good
average
below average
TOTAL

NO OF
RESPONDENTS

PERCENTAGE

14
130
5
1
150

9.33
86.67
3.33
0.67
100

(Table 1.12)

24

Comparing to other company products, you rank products as

3%1% 9%

excellent
good
average
below average

87%

(Figure 2.4)

Remarkably a huge percentage of retailers have marked Harns Argo products as good its due to
the products pricing and other important accessories that it is offering for the consumers. One
more thing that they added is that the product is largely accepted by the middle class consumers
which are high in numbers in the market and these categories of consumers look the thing which
is value for money.

Q .12 Comparing to other company products the price of products of Harns Argo is?

RESULTS

PARAMETERS

very high
high
reasonable
low
TOTAL

NO OF
RESPONDENTS

PERCENTAGE

0
0
140
10
150

0
0
93.33
0.67
100

(Table 1.13)

25

comparing the price of products with competittor's

very high

high

reasonable

low

7%

93%

(Figure2.5)

Harns Argo Argos have been launched in the INDIAN market by strategic pricing which has
been positioned as low cost Argo Productsin INDIAN market. Thus the choice of option was bit
easy for the retailers to say the Product to be reasonably priced. In addition to that they said that
low cost price is generating revenues for them as sales volume are rising and demand base for
low cost Products are up rolling in the markets. To somewhat branded Product companies are
posing a serious threat from these Product makers.
Q .13 Opinion about the discounts offer of Harns Argo products is?

RESULTS
NO OF
RESPONDENTS

PERCENTAGE

Very attractive

120

80

Fairly attractive

25

16.67

Not attractive

3.33

No offer

TOTAL

150

100

PARAMETERS

(Table 1.14)

26

opinion on discount offered by the company

Very attractive

Fairly attractive

Not attractive

No offer

17%

3%

80%

(Figure2.6)

80 percent of the retailers voted that Harns Argo Argos discount offer is fairly attractive. The
reason for this reply is mainly due to the sales target they achieve in month is quite high as
compared to other Argo products. And most of the consumers in area are showing a keen interest
towards the purchase of low cost Argo Product for their usage.

Q14 After sales service that has been provided by company is?

RESULTS

PARAMETERS

NO OF
RESPONDENTS

PERCENTAGE

ExProductent

20

13.33

Good

95

63.33

Average

30

20

Below Average

3.34

TOTAL

150

100

(Table1.15)

27

AFTER SALES SERVICEOF HARNS AGRGO PRODUCTS

Excellent

Good

Average

Below Average

13%
20%
67%

Figure 2.7)

Customers are facing problems in getting support assistance from the company. People those
who stay in the outskirts of area are finding difficulties to come and show there problems in the
city market.

Q 15 What are the elements you miss in Harns Argo Argo sets?

RESULTS

PARAMETERS

NO OF
RESPONDENTS

PERCENTAGE

Durability

10

6.67

Availability

110

73.33

Design

27

18

Any other

TOTAL

150

100
(TABLE1.16)

28

elements you miss in HARNS AGRO PRODUCTS

Durability

Availability

18%

Design

Any other

2% 7%

73%

(Figure 2.8)

They said that with rapid industrialisation in income of the people are rising and they are slowly
changing their minds to make themselves upgraded with latest features of cell Products. So
company needs to think about the growing income in demographics and take strategic actions as
necessary.

Q16. In your opinion what is the future of Harns Argo Argo Products?

RESULTS

PARAMETERS

NO OF RESPONDENTS

PERCENTAGE

ExProductent

100

66.67

Good

30

20

Average

20

13.33

Below Average

TOTAL

150

100
(TABLE1.17)
29

future of HARNS AGRO PRODUCTS by predicted by the retailers

Excellent Good Average Below Average

13%
20%
67%

(Figure 2.9)

Retailers are in a view that Harns Argo has an excellent future in Argo Product business, mainly
because of its value for money promise to the customers.

RESULTS

30

Findings

While conducting my survey in area I found that there is a good progress in selling of
Harns Argo Products. 21-30 number of Products of Harns Argo recorded highest selling
in one month on an average in those shops which are strategically located in the central
parts of city area. Then 11-20 nos of Product are sold in outskirts of area mainly due to
available feature in an affordable price. So location and price are the two crucial factors
which made to sell the Products more in numbers. Due to stiff competition the Products
figures have not yet reached to 31 and above in the city areas because city dwellers are a
bit brand consciousness.
31

Consumers opinion is taken to use them while figuring out of sales performance. In their
opinion they rated Harns Argo products as good one because they believe that it is the

only product available in the market with good quality and affordable price.
A reasonable sales volume generated by the retailer thus adds profit margins to his
account. Retailers also replied most of their target customers are the college students and

they the Harns Argo Products because of its sleek design and reasonable pricing.
The reason being consumers are not updated to the latest product availability in the
market. Creating awareness by retailers is a way to make people updated which is not
given a due importance in these areas. The only awareness quotient being the TV ads and

paper ad published by the company.

The highest number of purchase is made by the age group 20-30 which is 85 out of 150,
as compared to other options. In other segments i.e. 40 and above age are less aware
about Harns Argo products availability, features and its usage hence dont prefer to buy
these products. They firmly believe on proven technology and prefer to take branded
items at affordable rates and prefer to take low segment Argo phone available in branded

items category
Distribution channels are probably the most visible aspects of any companys marketing
efforts. In this case, there might be spatial discrepancy caused in the exchange process
because of the geographical distance. Or else it could be temporal discrepancy caused in
the exchange process because of the time gap the time the product consumed or time the

product is produced.
Marketing efforts of the company is considerable one. Adoption of new methods of
marketing is less seen in , which is affecting the increase in Product sales. Marketing
increases awareness level in consumers and priority should be given to these matters.
Priority on change in product addition, introducing new price and models, advertising,
sales promotion and publicity, sales force, customer service and the like are not upgraded
with time. As a result the no of outlets didnt increase subsequently with the changing
times. This concludes to say that marketing efforts are not properly planned which results

in rating average.
Unlike marketing efforts retailers pointed out the same views for promotional efforts
given by the company. Retailers said that promoting the products through product
placements, internet, radio, contest , sponsorships are not being done by the company to
promote the product, which is hampering the growth

in that area. Attractive sales

promotion schemes can pull more customers to purchase the company products.

32

The reason being the increase in sales figure. They added that if company will give more
priority on the issues like sales promotions and marketing efforts then the sales figure

could grow even higher and company can make a reach to more inhabitants in that area
They also replied that quality is next important factor after pricing because a customer
having purchasing power will not seek to price rather, will check the quality of the

product , the technology it has is upgraded one or not.

Remarkably a huge percentage of retailers have marked Harns Argo products as good its
due to the products pricing and other important accessories that it is offering for the
consumers. One more thing that they added is that the product is largely accepted by the
middle class consumers which are high in numbers in the market and these categories of

consumers look the thing which is value for money.

Harns Argo Argos have been launched in the INDIAN market by strategic pricing which
has been positioned as low cost Argo Productsin INDIAN market. Thus the choice of
option was bit easy for the retailers to say the Product to be reasonably priced. In addition
to that they said that low cost price is generating revenues for them as sales volume are
rising and demand base for low cost Products are up rolling in the markets. To somewhat

branded Product companies are posing a serious threat from these Product makers.
80 percent of the retailers voted that Harns Argo Argos discount offer is fairly attractive.
The reason for this reply is mainly due to the sales target they achieve in month is quite
high as compared to other Argo products. And most of the consumers in area are

showing a keen interest towards the purchase of low cost Argo Product for their usage.
Customers are facing problems in getting support assistance from the company. People
those who stay in the outskirts of area are finding difficulties to come and show there
problems in the city market.

They said that with rapid industrialisation in income of the people are rising and they are

slowly changing their minds to make themselves upgraded with latest features of cell
Products. So company needs to think about the growing income in demographics and
take strategic actions as necessary.
Retailers are in a view that Harns Argo has an excellent future in Argo Product business,
mainly because of its value for money promise to the customers.

33

SUGGESTIONS
34

SUGGESTIONS
The retailers should plan for expansion in the product length.
Company should open more customer care & repair centres in

because

consumers find difficulties in getting their Argo Products repaired. This will
increase the sales figure as well because repair centres will provide authentic
service and consumer will rely on this service.
Company should more emphasize on the state-or-art. (New Technology/Advanced
Technology) and better quality solutions and try to make people feel the experience

of technology through the retailers of Harns Argo.

Company should focus on humorous & Emotional appeals in its advertisement
because sentiments play important role in Indian market-culture and makes easy
to draw attention. For e.g. - ADVERTISEMENT OF X500 Product.
35

 The retailers should be provided with the prevailage partners from the company.
The retail shop will get around two thirds of its revenues from the Products sold.
With every purchase of Harns Argo Products trendy and attractive carry bags
should be given to the consumers designed by the company.
Retailers should also donate money for local sponsorships like quiz or sports like
cricket or other local sports to embark the popularity of the product.
Following a Frontal and Flanking attack strategy should be adopted by the
retailers
Company should provide attractive racks or carrying case to keep the Products to
retailers to draw attention of customers.
Any schemes available in the market should be sent to customers Argo Product
by using sms softwares.
Company should provide attractive sign/glow boards to retailers for advertising
the new launch of models.
Now a days social media is most liked by people and are more common to young
mass. This has not only restricted to young mass but also driving an influence in
the professionals as well. So application oriented Products should be brought by
the retailers into the market in large as the population of young mass and
professionals is growing in rapidly.
3g Products also needs and introduction in area because technology of Argo
Products has got a drastic change in INDIA and other branded companies are
focusing more on these issues.
Every year there should be a ARGO MELA conducted by the company in so
that people will come to know the effectiveness of Argo Product in their daily life.
These MELA are to be organised by the retailers as well. There should be Argo
displays and tips to be provided to the visitors to take care their Products.....
Location in a pertinent issue which needs substantial planning before starting of
the business. Strategically locating the store will boost up the sales figure and
increase in footfall also.
Business leads and clients are a crucial for the business. Making and creating contacts
and networking is very important therefore building the potential clients base before the
launch of business. Start marketing of business by giving away some products and
services. By creating a relationship with your potential customers, a trust should be built
with them, and at launch, it will be easy for them to buy from you.

36

BIBLIOGRAPHY

37

Web based sources

www.Harns Argoinfo.com

www.google.com

Book References

consumer behaviour and research (S Sumathi, vikas publications)

sales and distribution management
( by Tapan Panda, oxford publications)

Video tape
NDTV Profit Money mantra: can Argos push up the economy

38

QUESTIONNAIRE

39

QUESTIONNAIRE:

Dear Sir/Madam,

I would like to introduce myself as an PGDM (AIMA) student of REGIONAL COLLEGE OF

MANAGEMENT, Bhubaneswar and doing a project on the topic. RETAILER PERCEPTION
TOWARDS HARNS ARGO SETS.

This project is to be submitted to the AIMA for the award of PGDM. Hence I, request you to
kindly spend few minutes of your valuable time in answering this.

Name of the retailer

Gender Name of the retail outlet
Address

Products offered by you

(a) Nokia

(b) Sony Ericsson

40

(c) Samsung

(d) Motorola

(e) HTC

(f) Blackberry

(g) LG

If you are not providing Harns Argo then specify reason-

1. Number of Products sold by you in one month on an averagea) 0-10

[]

b) 11-20

[]

c) 21-30

[]

d) 31 and above [ ]

2. Customers response towards Harns Argo products.

a) ExProductent [ ]
c) Average [ ]

b) Good [ ]
d) Below Average [ ]

3. Your opinion for product offer to you by Harns Argo.

a) ExProductent [ ]

b) Good [ ]

c) Average [ ]

d) Below Average [ ]

4. Product availability of Harns Argo in this territory.

a) ExProductent [ ]
c) Average [ ]

b) Good [ ]
d) Below Average [ ]

What ages of people do you think purchase Harns Argo Argo most.
a) Less than 20 [ ]

b) 20-30 [ ]

c) 30-40 [ ]

d) 40 and above [ ]

41

(h) Harns Argo

Your opinion about deliver of products as per your order by Harns Argo distributor.
a) ExProductent [ ]
c) Average [ ]

c) Average [ ]

b) Good [ ]
d) Below Average [ ]

Promotional support that has been provided by company is

a) ExProductent [ ]
c) Average [ ]

d) Below Average [ ]

Marketing efforts of Harns Argo compared to its competitors is

a) ExProductent [ ]

b) Good [ ]

b) Good [ ]
d) Below Average [ ]

Your overall opinion about Harns Argo with regard to their relationship with
you

a) ExProductent [ ]
c) Average [ ]

b) Good [ ]
d) Below Average [ ]

10 Which attributes you consider most important in Argo Products.

a) Price [ ]

b) Quality [ ]

c) Demand [ ]

d) Brand Image [ ]

42

THANK YOU

43

44