SYNOPSIS

A Study on

THE FACTORS AFFECTING THE customers BUYING BEHAVIOR

REGARDING

havells Switch gear products

Submitted in Partial Fulfillment of the Requirements of

Bangalore University for the Award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

By

DHRUVESH N L

REG NO: 09SKCMA020

(Under the Guidance of Prof. Sree kiran)

EMPOWERING MINDS

Acharya Institute of Management & Sciences

1st Cross, 1st Stage, Peenya Industrial Area

Bangalore – 560058

2009-2011
 TABLE OF CONTENTS

1) INTRODUCTION

2) STATEMENT OF PROBLEM

3) OBJECTIVE OF STUDY

4) RESEARCH METHODOLOGY

5) SAMPLING DESIGN

6) PLANNING AND ANALYSIS

7) CHAPTER SCHEME
1. INTRODUCTION

Like every other industrial sector in India, the Indian Electrical Industry too is slowly emerging from
out of its "protective cover". For far too long has Indian Industry remained shackled and
consequently inward looking. Over the past fifty years there was no exposure to global players and
competition, with the result that the Industry grew up in a sheltered environment, dependent on the
Government for everything, from licenses to protection to tariffs. Each one of these interventions
was aimed at securing protection for oneself and ensuring growth of one’s own organization at the
cost of industry and the nation at large. Lack of global competition encouraged a "cost plus"
approach, where every conceivable cost increase was passed on to the customer. There was thus
no motivation to reduce costs.

As per the recent survey, the global electrical & electronics market is worth $1,038.8 billion, which
is forecasted to grow to $ 1,216.8 billion at the end of the year 2011. If we talk of electrical &
electronics production statistics, the industry accounted for $1,025.8 billion in 2009. At the outset, it
must be stated that the reduced domestic demand is at best a temporary phenomenon. The power
sector in India is bound to grow and this will undoubtedly boost demand from the Utilities, quite
apart from the industrial demand which will continue to grow with increased industrial output. The
poor financial health of the SEBs is however a damper that cannot be wished away in the short term.
This will continue to plague corporate in the Electrical Industry, until the SEB restructuring and
unbundling brings a turnaround in the medium term.

2. STATEMENT OF PROBLEM

• The organization does not have more customer care center and the customers
are not well aware of the existing customer care centers.
• The decrease in the promotional activities is not satisfied by the dealers & customers.
 • The organization does not focus on a advertisement and sales promotion activities.

3. OBJECTIVE OF THE STUDY

• To know the personal views of people regarding choices among various Electronic
products of Havells.
• To study which branded electronic products are mostly preferred by people as per
their choices.
• Comparison between various Electronic products of Havells.
• Find out factor influencing the people at the time of purchasing Electronic products.

4. RESEARCH METHODOLOGY

Research methodology is a way to systematically solve research problems. It may be understood as a

science of studying how research is done scientifically. Descriptive research technique was adopted
in the research for the above mentioned problem. A structured questionnaire was prepared and their
feedback had to obtain from customers.

SOURCE OF DATA COLLECTION

Primary data

The primary data will be collected through a questionnaire because of its simplicity and reliability
for gathering data. It content qualitative and quantitative research questions to understand the
buyer’s buying behavior of branded apparel.

Secondary data
 Major sources of secondary data are collected from various magazines, journals, websites, etc.

5. SAMPLING TECHNIQUES

Sampling is one of the major tools from marketing research. It helps in collecting, analyzing and
interpreting data. Sample in marketing refers to a particular segment or a part of the market. It
involves customer in location in Bangalore/coimbatore, and conducting a survey using a well
structure questionnaire from customers. The population comprises from all categories of panel
builders, dealers, contractors & designing professionals.

Sample Size – 100.

6. PLANNING AND ANALYSIS

The collected information i.e. primary data and secondary data are put into readable form and the
data analysis is presented with the tables, charts and graphs, which makes the readable form .The
charts, tables and graphs are prepared from the information obtained from the respondents.

Research Limitations
• This research was restricted to respondents of Bangalore city only.

• Time and expenses will be the major constraints.

• Difficult to find accurate result with the limited sample size.

• Bias and unwillingness of certain respondents to answer some questions may hinder the
study.

• The information is subjected to change because views of these respondents are not
permanent.

Scope of study
After gathering the information about the customers who prefer Havells product & the factors which
influence them to go with Havells product, it may includes reliability, technical factors, price
influences, & life of product. This study will be helpful for the company as well for the dealers of
Havells who are in the business segment of switch gears .They will be able to know the how
 customer prefer Havells product which will help to change the non user into user of Havells
products & retain their existing customer by providing them the products which they want from the
company .This study will help them to formulate & implementing the marketing strategies.

7. CHAPTER SCHEME

Chapter 1 - INTRODUCTION

The first chapter deals with the introductions about the research topic,
backgrounds of the Research topic and explains needs for the study.

Chapter 2- RESEARCH METHODOLOGY

The research design is covered in the second chapter which consists of statement of the
Problem, review of literature, objectives of the study, sampling techniques, methodology
used and methods of analysis and limitations of the study.

Chapter 3- PROFILES

Third chapter consist history and present scenario of the industry/company.

Chapter 4-DATA ANALYSIS AND INTERPRETATION

This chapter defines Analysis of data collected both from primary and secondary
sources.

Chapter 5, 6 –FINDINGS AND SUGGESTIONS

It contains the summary of findings and suggestions. This chapter gives summary of
findings of the study along with the suggestions.

Chapter 7- CONCLUSION

This chapter gives conclusion of the study.

Guide’s Signature Student’s Signature