GODREJ

1.
EXECUTIVE SUMMARY
A projector is equipment for projecting slides or films on to a screen. LCD projectors fall into three broad categories: Ultra Lights, Conference Room, and Fixed Installation projectors. This project is done to understand the buying behavior of the consumer because it is the most important aspect to be understood by a organization before marketing their product.As Godrej and Boyce markets the Multimedia projectors of Panasonic ,Benq and H.P,So for them it became more important to understand the buying behavior which changes with segment to segment and with out understanding the need for different segment they cant market their projectrors.Like in the large organization the resolution , quality and the technology is more important which is not same with the small organization where the price and the after sales sevice is more important. In this project extensive coverage of Bangalore is taken care off the sample size is taken off100 . Here the segment that has been covered are the corporate and Institutes in Bangalore . It is seen that the projectors has more market share in corporate than the
Institutes , as because the presentations are very popular in the organization and they need the device at each moment of their work. while in the institutes the presentation are not done so frequently. It has been found in the project that only professional educations like engineering and M B A institutes need this type of gadgets. Also the price factor comes in to the picture when the projectors are marketed to the institutes, because they dont want to invest that much amount in ALLIANCE BUSINESS ACADEMY 1
buying the gadgets, while in the corporate the price factor doesnt come in the picture. This study was useful for the organization to increase their market share because this study will help them in targeting the customer well.It was found that price plays a major role for the institutes and Quality was the major factor which contributed to organizational buying behavior. Now they can segment their market properly . As the segmenting targeting and positioning are the three pillars of marketing so this study will help in all the three .Which in turn can bring huge success for the organization in near future.
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2. INTRODUCTION
2.1 BACKGROUND STUDY. 2.2 STATEMENT OF THE STUDY. 2.3 PURPOSE OF THE STUDY. 2.4 OBJECTIVE OF THE STUDY. 2.5 INTRODUCTION TO THE STUDY
2.1 BACKGROUND STUDY. Study about the factors that customer take into consideration before buying the projector. The factors affected the most while buying the projector. Buying behavior changes with passage of time. Buying behavior changes with every segment of customer.
Trying to understand the customer behavior in connection with a product has been called mapping the customers consumption system, customer activity cycle or customer scenario. Consumer buying decision varies depending upon the time available, levels of perceived risk, type of customers and the degree of involvement a buyer has with the product. According to Henry Assael, there are four types of consumer buying behavior, based on the degree of buyer involvement and degree of difference among the brands. The Buying Behaviors are as follows: 1. COMPLEX BUYING BEHAVIOUR This is usually the case when the product is expensive, bought infrequently and highly self-expressive. Example- automobiles. The consumers in this case are highly aware of the significant difference among the brands and are interested more in the product attributes and their relative importance, companys brand and brands benefits compared to the other brands. 2. DISSONANCE REDUCING BUYING BEHAVIOR This is the case where consumers are highly involved in the product but sees little difference in brands. In this case the buyer will shop around to learn what is available. If the consumer finds quality difference in the brands, he or ALLIANCE BUSINESS ACADEMY 4
she might go for the higher price. If the consumer finds little difference, he or she might simply buy on price or convenience. 3. HABITUAL BUYING BEHAVIOR In some cases where the product is of low involvement, e.g. salt, consumers keep buying the same product out of habit instead of looking for any significant differences among the brands.
4. VARIETY SEEKING BUYING BEHAVIOR Some buying situations are characterized by low involvement but significant brand differences. Here consumers often do a lot of brand switching. This happens in case of those products which has lots of varieties. For example cookies.
THE FACTORS THAT CUSTOMERS TAKE INTO CONSIDERATION WHILE BUYING A PROJECTOR: The major factors that influence a customer while making a purchase decision are price, delivery, brand image, advertising, promotional offer, prompt after sales service, quality, durability, technology, features, availability, variety etc.
Influencers to a great extent also affect the consumers purchase decisions. These influencers might be the sales people, friends/relatives, own interest, others etc. In the case of projectors, consumers buying decisions were influenced by technology, after sales service, brand image, price, power consumption, long life and features.
BUYING BEHAVIOR CHANGES WITH PASSAGE OF TIME:

Time has great influence on a consumers buying behavior. The buying behavior of a consumer may change in the context of time of day, year or season, time elapsed since the last purchase. For example at one point of time price may be the major influencer for the purchase decision but with the passage of time technology, features and brand image have become the major influencers in decision-making. Same is the case with projectors. Earlier price used to affect the and consumers purchase decisions but with the passage of time resolution quality have become the major influencers of consumer purchase decision.
BUYING BEHAVIOR CHANGES WITH EVERY SEGMENT OF CUSTOMER:
The decision-making process is different for the B2C and B2B segments. There are a fewer buyers in the organizational context than in the consumer market, although there can be a number of people associated with a buying decision in an organization. Orders are invariably larger and the frequency with which they are placed is much lower. Moreover, depending upon the complexity of the product, the negotiation process may also take a long time.
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However, organizational buyers make decisions, which ultimately contribute to the achievement of corporate objectives. To make the necessary decisions, a high volume of pertinent information is often required. This information needs to be relatively detailed and is normally presented in a rational and logical style. Moreover different organizations in the B2B sectors will require different information, as there needs might be different. The marketers should try to address the domain, business and technological needs of the organization. In case of the projector market similar is the case. For example institutions need projectors for presentations. Hence technology, visual clearness as well as price to some extent might influence the purchase decision, whereas in case of corporate brand image, technology, prompt service might be the major requirements. Again buying decisions for a medium size business and a largescale business might be different.
2.2
STATEMENT OF PROBLEM
To study the factors affecting buying behavior of multimedia projectors marketed by godrej and boyce in bangalore
2.3
PURPOSE OF THE STUDY
Godrej and Boyce mfg co ltd markets the multimedia projectors of PANASONIC and BENQ .So there is always a need to understand the customer behavior or the buying behavior of the customer so that it can increase the sell and add value to their organisation
Understad the consumer behaviour. Helps in achieving more customer satisfaction.
Helps to increase the business.
2.4
OBJECTIVE OF THE STUDY The objectives of the project are : To understand the buying behavior of multimedia projector. Factors that are mostly effecting the buying behaviour. Analyzing the feedback about the projector.
2.5
INTRODUCTION TO THE STUDY
Projector A projector is equipment for projecting slides or films on to a screen. Types of Projectors LCD projectors fall into three broad categories: Ultra Lights, Conference Room, and Fixed Installation projectors. Ultra Lights If one makes frequent presentation while on the road, one has to look for an ultra light projector. These lightweights have been on a slim-fast diet of late. The lightest ultra light a year ago was proud to less than ten pounds. The latest models tip the scales at just less than five pounds. Created to serve the mobile business community, ultra lights make up in portability what they give away in brightness and other extra features. If weight is
an important issue for you, be sure to find out the total weight of the projection system (cables, remote, case) and not just the projector.
Conference Room If one is not going to be lugging the projector across the country maybe just from room to room there is a class of projectors less mindful of weight and more attentive to the performance. Conference room projectors tend to be heavier, brighter, and more adaptable to the large room than their ultra light counterparts. Depending on the budget, these projectors come with many extra features such as a document camera, extra computer ports, remote mousing or a lased pointing device.
Fixed Installation The mother of all projectors a fixed or in house projector is usually assigned a permanent spot in an auditorium or presentation hall. Weighting as much as one hundred pounds, fixed machines are the most expensive of the bunch, but they also are the most powerful and versatile. Fixed projectors can handle different resolutions and image sizes, easily project in large, bright rooms and often include ceiling mounts for permanent installation. Multimedia Projector an Essential Business Tool Projecting the Right Image Its frightening to thin that large proportions of business presentation made in the UK still utilize OHPs and slide projectors. Its even more worrying when the UK companies involved could be pitching for business against German or American competitors. Until now these countries have led the way in using ALLIANCE BUSINESS ACADEMY 9
multimedia projectors linked to a laptop computer, giving far more professional and effective results. However, the UK is catching up with the unit sales increasing by more than 50% during the last twelve months. The next year will see an explosion in sales of multimedia projectors especially in ultra portable sector. As well as the benefit of high quality, high impact PC generated slides, presentations using data/video projection can incorporate video clips and sound allowing the companies to project from a video source such as a VCR or a DVD player. No Need to Dim the Lights Early multimedia projectors had low light output levels meaning they could only be used in room with blinds or heavy curtains. Even thought the projectors that can be linked to a computer have been available for the last six or seven years, it wasnt until about two years ago that projector brightness increased enough to allow use in a wider range of environments. Brightness of projectors is measured in ANSI Lumens and whilst early projectors had ratings of only 200 or so, even latest ultra portable models now offer 800 ANSI lumens and above. This means that the projector can quite happily be used in a well lit room with no need to dim the lights. Anyone considering buying a projector offering less than 500 ANSI lumen should be very careful about the environment they intend to use it in. Small is Beautiful Not only are projectors brighter, they are also smaller. Early portable projectors weighed 12 or 13 kg. and were not a viable option for use offsite. The fastest growing market sector is now ultra portables weighing around 4 kg. and with a footprint area of an A4 paper. These projectors are revolutionizing presentation for the so called road warriors constantly traveling from one client meeting to the next. Because this type of projector is likely to get more knocks products that have a light weight but durable magnesium allow case instead of a plastic one are leading the way. ALLIANCE BUSINESS ACADEMY 10
The next sector up is portable/desktop projectors with weights of between 6-8 kg. these projectors often now have light levels over 1000 ANSI lumens and are used mainly on site in boardrooms , meeting rooms, training rooms etc. with occasional use offsite for sales conferences exhibitions etc. At the top end projectors for fixed installation in large auditoriums, with brightness ratings of 2000 ANSI lumens or more, have recently been launched, led by Sanyo with their ground breaking PLC9005. Pixel Power the Resolution Dilemma solved Another factor holding back projector sales until recently was the resolution. For some time data projectors lagged behind mainstream computer display technology, offering only SVGA (800 X 600 pixels) resolution. Potential buyers understandably held back with future proofing concerns. However, projector technology has now improved to the point where more than 40% of the projectors sold are now XGA (1024 X 768 pixels) resolution with figure increasing all the time. No longer do users have to worry about a projector becoming obsolete in terms of resolution and consequently the flood gates have opened. Any company purchasing a quality XGA projector now with a brightness level of at least 600ANSI lumens can expect many years of use without the need to upgrade. Plug and Play One area that still puts people off using multimedia projectors is setting them up. In reality modern projectors are incredibly east to use and automatically lock on to just about any standard computer output automatically. In most cases just a single connection cable is required. Leave the Computer Behind Of course on way to overcome connection difficulties is to take away the requirement for a computer. Market leaders Sanyo have introduces an innovative PCMCIA slot on their ultra portable computers. This means that a presentation can be downloaded from a PC onto a normal type II PCMCIA card. The card is ALLIANCE BUSINESS ACADEMY 11
then inserted straight into the projector so that the presenter can leave their laptop behind. Not only does this make the projector even easier to use m it also means around 3 kg. less to carry around. Expect other manufacturers to follow Sanyo with this feature. Types of Technologies There are currently two projector technologies being used by manufacturers. LCD (Liquid Crystal Display) is the established technology used by most of the leading manufacturers. Light from a powerful lamp is slit into red, green, and blue and then channeled through three panels made up of Liquid Crystal dots or pixels. Electric currents are used to switch individual pixels off or on in each of the panels thereby letting the different color light through to make up the image. DLP (Digital Light Processing) is a newer technology used on some of the smallest, lightest projectors currently available. Thousands pf tiny mirrors are used to reflect light in order to produce the picture. LCD projectors invariable give sharper, clearer data images than DLP units. DLP projectors normally produce smoother video images. Despite the often slightly smaller size of DLP projectors the better data quality of LCD projectors means that LCD technology accounts for around 80% of sales. The Technical difference between LCD and DLP LCD projectors usually contain three separate LCD glass panels one each of red, green and blue components of the image signal being fed into the projector. As light passes through the LCD panels, individual pixels can be opened to allow light to pass or closed to block the light as if each little pixel were fitted with a Venetian blind. This activity modulates the light and produces the image that is projected onto the screen. DLP is a proprietary technology developed by Texas Instruments. It works quite differently than LCD. Instead of having glass panels through which light is passed, the DLP chip is a reflective surface made up of thousands of tiny mirrors. Each mirror represents a single pixel. ALLIANCE BUSINESS ACADEMY 12
In a DLP projector, light from the projectors lamp is directed onto the surface on the DLP chip. The mirrors wobble back and forth, directing light either into the lens path to turn the pixel on, or away from the lens path to turn it off. In very expensive DLP projectors, there are three separate DLP chips, one each for red, green, and blue. However, in DLP projectors under $20,000 there is only one chip, in order to define color there is a color wheel that consists of red, green, blue and sometimes white (clear) filters. This wheel spins between the lamp and the DLP chip and alternates the color of the light hitting the chip from red to green to blue; the mirrors turn on and off based upon how much of each color is required for each pixel at any given moment in time. This activity modulates the light and produces the image that is projected onto the screen. The Advantages of LCD Technology One benefit of LCD is that it has historically delivered better color saturation. In most single chip DLP projectors, a clear (white) panel is included in the color wheel along with red, green and blue in order to boost brightest. This tends to reduce color saturation making the DLP picture appear not quite as rich and vibrant. However some of the DLP based home theater products now have six-segment color wheels that eliminate the white component. This contributes to a rich display of color. And even some of the newer high contrast DLP units that have a white segment in the wheel are producing much better color saturation than used to. In the last couple of years DLP technology has gotten much better at color saturation and accuracy than it used to be. Overall however, the best LCD projectors still have a slight performance edge in this area. LCD also delivers a somewhat sharper image then DLP at any given resolution. The difference here is more relevant for detailed financial spreadsheet presentations than it is for video. This is not to say that DLP is fuzzy it isnt. When you look at a spreadsheet projected by a DLP projector it looks clear enough. Its just that when a DLP is placed side-by-side with an LCD, the LCD projectors typically produce significantly higher ANSI lumen outputs than do DLPs with the same wattage lamp. In the past year, the DLP machines have gotten brighter and smaller and there are now DLP rated at 2500 ANSI lumens, which is a comparatively recent ALLIANCE BUSINESS ACADEMY 13
development. Still, LCD competes extremely well when high light output is required. All of the portable light cannons in the 15 lb weight class putting out 3000 ANSI lumens or more are LCD projectors. The Weakness of LCD Technology LCD projectors have historically had two weaknesses, both of which are more relevant to video than they are to data application the first is visible pixilation, or what is commonly referred to as the screen door effect because it looks like you are viewing the image through a screen door, the second weakness is not-so-impressive black levels and contrast which are vitally important elements in a good video image. LCD technology has traditionally had a hard time being taken seriously among many home theater enthusiasts (quite understandably) because of these flaws in image. Three developments have server to reduce the screen door problem on LCD projectors, firs was the step up to higher resolutions, first to XGA (1024 X 768) and now to widescreen XGA (WXGA, 1365 X 768), a format found on the Sanyo PLV-70 and Sony VPLVW12HT. Standard XGA resolution uses 64% more pixels to paint the image on the screen than does an SVGA projector. The inter-pixel gaps are reduced in XGA resolution, so pixel count improves by another quantum leap. While an XGA projector uses about 589,000 pixels to create a 16:9 image, a WXGA projector uses over one million. At this pixel density, the screen door effect is eliminated at normal viewing distances. Second the inter-pixel gaps on all LCD machine, no matter what resolution are reduced compared to what they use to be. So even the inexpensive SVGAresolution LCD projectors have less screen door effect than they used to. The third development in LCDs was the use of Micro-Lens Array (MLA) to boost the efficiency of light transmission through XGA resolution LCD panels. Some XGA-class LCD projectors have this feature but most do not. For those that do, MLA has the happy side effect of reducing pixel visibility a little bas compared to an XGA LCD projector without MLA. On some projectors with this feature, the pixel grid can also be softened by placing the focus just a slight hair off perfect, a practice recommended for the display of quality video. This makes ALLIANCE BUSINESS ACADEMY 14
the pixels slightly indistinct without any noticeable compromise in video image sharpness. Now when it comes to contrast, LCD still lags behind DLP by a considerable margin. But recent major improvements in LCDs ability to render higher contrast have kept LCD machines in the running among home theater enthusiasts.
The Advantages of DKP Technology There are several unique benefits that are derived from DLP technology. One of the most obvious is small package size, a feature most relevant in the mobile presentation market. Since the DLP light engine consists of a single chip rather than three LCD panels, DLP projectors tend to be more compact. All of the current 3 pound mini-projectors on the market are DLPs. Most CD projectors are five pounds and up. Another DLP advantage is that it can produce smooth, high contrast video. DLP has been well received in the home theater world primarily due to two video quality advantages that were lacking in LCDs better contrast and the lack of pixilation. While both technologies have produces improvements in contrast in the past year, DLP projectors still have a commanding lead over LCDs in this regard. Leading-edge LCD projectors like the SONY VPL-VW12HT is rated at 1000:1 contrast, and Sanyos PLV-70 is rated at 900:1. Meanwhile, the latest DLP products geared toward home theater like NECs HT1000 are rated as high as 3000:1. Just a year ago the highest contrast ratings we had from DLP were in the range of 1200:1. This sudden substantial boost in contrast in derived from Texas Instruments newest DLP chip design, which increases the tilt of the mirrors from 10 degrees to 12 degrees and features a black substrate under the mirrors. These changes produced a significant advance in contrast performance that simply did not exist a few months ago. Reduced pixilation is another competitive ALLIANCE BUSINESS ACADEMY 15
advantage of DLP technology. In SVGA resolution, DLP projectors have a muted pixel structure when viewed from a typical viewing distance. Conversely, SVGA resolution LCD projectors have a clearly visible pixel grid. For this reason, we dont recommend SVGA resolution LCD projectors for home theater use except for those on the most limited of budgets. In XGA and higher resolution, DLP technology completely eliminates pixel visibility from a normal viewing distance, and it does so more effectively then the improved current state of art LCD machines. So in this aspect DLP continues to hold its historical competitive edge. The Current State of the Art The largest developers and manufacturers of LCD technology are Sony and Epson. These companies have no interest in standing by and letting Texas Instruments sweep the digital projector market with its competing DLP technology. So the competition has driven both the LCD makers and Texas Instruments to improve their respective products in the ongoing battle for the market share. While LCD technology has made notable improvements in contrast over earlier generation machines, DLP maintains its lead in contrast performance, while LCD projector makers have continued to emphasize latent advantages in color fidelity and image sharpness for data display. Conversely, DLP color accuracy and saturation has improved significantly this year, so color performance on the latest models is much better then it used to be. Both LCD and DLP are evolving rapidly to the benefit of the consumer. The race for miniaturization has produced smaller yet more powerful projectors than we might have even imagined possible just a couple of years ago. Light output per pound has increased dramatically. All video quality on the best LCD and DLP projectors now surpass that available in a commercial movie theater. Projector Central continues to recommend both LCD and DLP projectors for a variety of applications. For mobile presentation it is hard to beat the current group of 3 pound DLPs on the market. However LCD products like the Epson 730c at 4.3 lbs make it clear that LCD is still a very strong contender in the
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mobile presentation market. And for larger conference rooms that require higher light output and greater connectivity, LCD technology holds a commanding lead. When it comes to home theater, DLP has continued to make competitive advances in color, contrast, and image stability that have served to make it the preferred technology for home theater systems. But the fact is that both DLP and LCD continue to improve and both are capable of delivering much higher quality video for home theater than they ever were before. Both technologies have advantages and both have weaknesses. Neither one is perfect for everything. So the technology war continues. Projector Pitfalls Be careful when considering micro portables i.e. less than 3 kg. This latest category of projector offers extreme portability but something one has to give. Usually this means image quality but it can also mean that the projector has no zoom lens fitted. Without the flexibility to adjust image size from a particular distance the presenter is severely restricted as to where they can position the unit in a room. In fact, micro portables without a zoom lens are something of a contradiction in terms. Their portable nature means they will be used in a wide variety of rooms. However this is just when a zoom lens is so important, giving the presenter the flexibility to adapt to different room settings and layouts. Although most SVGA projectors will cope with and XGA signal, how they cope with a resolution other than their native one is very important. Cheaper SVGA models will compress XGA by simply dropping lines of data giving very poor image quality. Likewise, low-end XGA projectors will give poor image quality when expanding out the 800 X 600 signal to fill the full 1024 X 768 area. With so many SVGA screen laptops around still, how an XGA projector handles the lower resolution is a key factor that many buyers overlook.
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Quality Counts The multimedia projector market differs from many others in terms of the market share controlled by the high quality manufacturers. It would be normal for the volume sales to go to low end, cheaper product; however this is not the case in the projector market. Ti seems as though once end users have taken the decision to invest in a projector theyre not willing to compromise on either image quality or reliability for the sake of a slightly lower price. There are almost thirty brands of projectors in the market at present. They are as follows: Infocus, Philips, Panasonic, BenQ, Toshiba, Sony, Sanyo, Hitachi, Mitsubishi, Sharp, Plus, 3M, NEC, HP, Optoma, LG, Epson, Barco, Urex, Acer, Symbol, Cannon, etc. Every brand is trying to increase its market share by bringing new features and technology in its products.
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3.SECONDARY DATA
3.1 3.2 3.3 3.4
Industry profile. Company profile. Products and services. Profile of sample unit.
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3.1
Industry profile
Electronic Industry The Indian electronics industry dates back to the 1960s, was driven mainly by state and was initially restricted to the development and maintenance of fundamental communication systems including radio broadcasting, telephonic and telegraphic communications and argumentation of defense capabilities. Main players were public sector giants like Bharat Electronics Ltd. and Indian Telephone Industries Ltd. The late 1980s and 1990s saw the liberalization and globalization of the Indian economy and the electronic industry too witnessed a boom, mainly in consumer electronics area, driven by a growing middle class with larger disposable incomes. The 1980s saw growth rates in 30%, which had slowed down to 7% by 2000-02, due to various factors such as slowdown in the Indian economy, saturation of demand in products such as TVs and increasing competition from cheaper imports due to a fall in customs duties. India is the fifth largest economy in the world has the second largest GDP among emerging economies. Its middle class is 300 million strong and growing. The spending power of this group has attracted almost all major consumer electronics palters from Korea, Japan, and USA. They import as well manufacture locally to sell in the Indian market. Indias burgeoning software sector is likely to generate huge demand for IT hardware. It is estimated that by 2008, India would export software worth US $ 87 billion, which would generate a demand for IT hardware to the tune of US $ 50 billion. Characteristics of the Market The Indian IT and electronics market in 2002-03 was worth US $ 20.63 billion of which US $ 12.7 billion consisted of software. Electronics and IT ALLIANCE BUSINESS ACADEMY 20
hardware production stood at US $ 7.93. Some 3,500 units are engaged in electronics production manufacturing goods as diverse as TV tubes, test and measuring instruments, medical electronics equipment, analytical and special application instruments, process control equipment, power electronics equipments, office equipment, components etc. Consumer Electronics Consumer electronics is by far the biggest segment of the total electronics market in India with a 30% share. In 2002-03, production of consumer electronics stood at US $ 3.06 billion and increase of 13% from US $ 2.70 billion in 2001-02. the consumer electronics market has grown at a consistent 10% in the past five years and almost all the major global names are present in the Indian market, offering the increasingly discerning consumer a wider choice in terms of products, quality, technology and prices. The Indian color TV market at 6 million units is relatively small compared to china but sales have grown at over 25% in a market dominated by MNCs such as LG, Samsung, Philips, Sony, Panasonic, etc. the last decade has seen a shift in market preference from B&W TV to Color TVs. The TV market is likely to see sustained growth as of the 142 million Indian households that have access to TV, only 42% actually own a TV set. Presently, more than 40 million homes are connected to cable television and the number has grown at over 31% in the last 2 years. The flat screen segment has seen most rapid growth and its share in the overall TV market is likely to increase to 10% in 2 years from the present 5%. India also manufactured 3.8 million B&W televisions in the same year. The production of upper end audio /music system reached 1 million sets in 2001-02 from 700,000 in 2000-01, registering an increase of 40%. The combined production of tape recorders and combination including CD players was 14 million. In the same period VCRs and VCPs recorded a production of 270,000 and their numbers have been steadily falling due to the advent of CD / DVD players. CETMA says that India would have 15 million DVD players by 2006. The production figures for the other major consumer electronic goods include electronic watches at 18.3 million and electronic clocks at 23.6 million in 2001-02.
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Market Trends The Indian electronic and hardware industry has been lagging behind the impressive performance of the software sector. Most of the hardware requirements of the burgeoning software and telecom sectors are met by imports. The Indian government has recognized the need to increase domestic output and formulated the Electronic Hardware Technology Park (EHTP) scheme that offers various concessions for companies that manufacture either electronic goods or components. The Ministry of Information Technology, Govt. of India has estimated that the total requirement of hardware and components by 2008 would be in range of US $ 160 billion and the investment required in the manufacturing facilities would be US $ 16 billion. NASSCOM, the leading IT industry body estimated that to achieve software export target of US $ 87 billion in 2008, the hardware requirement would be US $ 50 billion. By far the most comprehensive study was carried out by Ernest & Young in association with MAIT; the hardware industry has the potential to reach US $ 62 billion by 2010, twelve times its existing size with the domestic market accounting for US $ 37 billion and exports of US $ 25 billion. The major export opportunities would be in the area of innovative new products, contract manufacturing and design services. Export of components would offer an opportunity of US $ 5 billion while that of design and related services on embedded systems and wireless telecom would be US $ 7 billion by 2010. In the area of contract manufacturing the study says India can gamer 2.2% of the global market, which would be a US $ 11 billion opportunity.
3.2
Company profile
Ardeshir Godrej 1868-1936 This indomitable force was born in 1897, when a young man called Ardeshir Godrej gave up law and turned to lock-making. He was the first Indian manufacturer to displace well-entrenched foreign brands from the market.
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The word Godrej, etched into the metal of his locks, became a symbol of selfreliance for the generations that followed. With each new product Ardeshir changed perceptions about industry in India. He produced the finest security equipment, and then stunned the world by creating a soap from vegetable oils. What started as a dream had become a movement. But it was left to another man to carry it forward. Ardeshir's brother, Pirojsha. Pirojsha Godrej laid the foundations for a throbbing enterprise at a sprawling industrial garden township outside Mumbai. It was here that the Godrej vision took concrete shape. In later years, its extent and scope was expanded greatly by his sons - Burjorji and Naoroji. To this day, products that compete with the best in the world continue to emerge from the gates of Pirojshanagar. Godrej touched the lives of millions of Indians everyday. To them, it is a symbol of enduring ideals in a changing world. Every product, every new concept gives shape to their visions of tomorrow. The Godrej name wields powerful influence even in today's rapidly transforming social and economic environment. As it strides ahead confidently, discovering diverse new roles for itself, it gives direction to others It is the bridge between the future and a hundred years of history. It is a living code of ethics for Indian industry as it races ahead. ENDURING VALUES, MODERN VISION In an economy restless to catch up with the rest of the world, Godrej reemerges as a pioneer. The beliefs and practices that helped it grow prove to be an advantage yet again. To harness the power of technology is a Godrej tradition. While most people know the company for its unbeatable locks and sales few are aware that it also makes significant contributions to the Indian space program. This obsession with technology has a dual purpose: to improve existing product lines and to develop new lines of business. Even as computer-controlled machines manufacture tooling for appliances and automobiles, research leads the company into unexplored areas like tissue culture. ALLIANCE BUSINESS ACADEMY 23
As the diverse horizons call out, Godrej steers itself, not just towards growth but towards building existing strengths. Over the years, the brand Godrej has become an icon of reliability and good value. This power in the brand provides a natural inroad into fields like life insurance and real estate development. Similarly, the company's formidable marketing and distribution strengths have aided entry into the household insectrepellent industry, office automation and the telecom sector. Self reliance finds modern rendition at Godrej. Large investments in building a team of skilled professionals and developing a dedicated network of suppliers equip the group to meet a challenging new age. The air at Godrej buzzes with new fervor as management practices like TQM fall into place. ISO 9000 and Kaizen are the order of the day and process engineering is already paying off in improved product quality, line efficiency and cost control. Strong human relationships built Godrej. So it is not surprising that the company ensures the welfare of its most valuable asset: the people who comprise it. This band extends to distributors, retailers and suppliers as well, including them into the fold. The millions of loyal consumers are no less important. Their satisfaction is one of the yardsticks used to measure the success of each Godrej division. Modern and dynamic, Godrej is also a company that succeeds in endearing itself to the people of India. The secret lies in its ability to never lose sight of the basic human values it was built on. These are the core strengths and the very soul of the company. SECURITY EQUIPMENT A hundred years ago, Ardeshir Godrej took up safe-making. To this day, diverse as the enterprise he founded has grown, most Indians associate Godrej with security equipment. For, this is the name that still protects the wealth of the nation and personal belongings in countless homes. To find proof one need only walk into any bank in India. Here, Godrej strong-room doors and safe-deposit lockers can be seen in use-skillfully made, along with a wide range of safes in different sizes, to resist every form of attack. ALLIANCE BUSINESS ACADEMY 24
The oldest business in the group also manufactures a line of fire-resistant filing cabinets and record-protecting equipment, used extensively in offices and institutions around the country. The recently introduced electronic alarm systems are just the beginning of better things to come as the country's largest manufacturer of security equipment gears up to meet newer challenges. CONSUMER PRODUCTS The name Godrej is inseparable from daily life in India. Seen on products ranging from safe-deposit lockers to soaps, hair dyes to edible oils and packaged foods to vacuum flasks, it represents reliability and value. The best example of this is the Godrej 'Storwel' - the sturdy steel cupboard almost every family owns or aspires to own. Every new product strengthens the bond established in 1897 when Ardeshir Godrej made the first Godrej lock. While the original, tough Navtal remains popular, Godrej now manufactures a range of locks in every size and design imaginable. It is one of the few manufacturers in the world to commercialize the computer-coded dimple-key lock that is virtually impossible to duplicate or open without its own key. In 1930, Godrej won the hearts of consumers yet again. All the soaps available in the country at the time were made of animal tallow - an ingredient that offended the religious sentiments of Indians. After painstaking research, Godrej amazed the world by creating soap from vegetable oils. Since then, the Godrej range of soaps, detergents and personal care products has expanded vastly to cover various consumer needs. Godrej brand names, like 'Cinthol', are a part of everyday vocabulary. Even as Godrej consolidates its position as leader, it continues to explore new frontiers. A strategic alliance formed with Procter & Gamble, USA has given the company access the world -class technology in soaps detergents. An Alliance with Pillsbury will cater to the growing market for packaged foods. The group's extensive distribution network has also proved to be an aid to expansion.
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Godrej has entered into a joint venture with Fiskars, Finland, to manufacture and market their well-known range of scissors and cutlery in India. Godrej, in alliance with Sara Lec, USA, is the leader in the household insecticides market in India with well-known brands such as 'Good Knight', 'Jet' and 'Hit'. Godrej is the largest manufacturer of mosquito repellent mats in the world.
3.3 Product and services

CONSUMER SERVICES Cover the last century; Godrej has developed strong and close bonds with consumers, coming to be recognized as a provider of trusted products. It is also reputed for its exceptional after-sales service with a well-established spare parts network that stretched nationwide. It is this relationship that allows the group to expand into the real estate development market today. Here, the Godrej name stands out as a mark of reliability and professionalism. The expansion was born of a vision: to provide quality housing, with punctual allotment at a fair price. Encouraged by the success of this venture, Godrej now plans to enter the life insurance market - as and when it opens up to the private sector. Godrej is also involved, in association with Kis of France, in providing instant photographic and other similar services. Medical diagnostics is yet another area of growth for Godrej. APPLIANCES From Kutch to Calcutta, Kottayam to Kashmir, Godrej continues to be the largest selling brand of refrigerators in India. The reason for this goes beyond the mere fact that the Godrej distribution network extends into the remotest corners of the country. It lies in he company's ability to listen, adapt, respond. Consumers and their changing needs are what Godrej tunes into to make its products better, more user-friendly. While its after-sales service - among the best in the country enables Godrej to continually improve customer relations. To build further on
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these strengths and grow into a truly global player, it entered into an alliance with General Electric, USA, a world leader in appliances. The power of the Godrej brand and the strength of its distribution muscle complemented GE's managerial expertise, technical strengths and global network. And Godrej-GE Appliances Ltd. was born in February, 1993. Today, GGEA is an ISO 9001 certified company across its entire range of functions. It is the only appliance company, indeed only the second company in the country to achieve this, under the latest, most stringent 1994 specifications. A new refrigeration plant was recently inaugurated in Punjab to meet the increasing demand for refrigerators, while the entire new range of Godrej washing machines is now rolling out of an advanced new plant in Maharashtra - both of which came on stream simultaneously! As GGEA gets ready to launch a whole range of appliances, it stands poised to take its 'Promise of Good Living' into a new era. OFFICE EQUIPMENT The Godrej Office Equipment Division boasts of four manufacturing plants, a steel processing centre, process engineering and design, centre and the largest distribution network in the country. It is from here that it supplies its extensive line of office furniture, steel cupboards and industrial and workshop systems. The name is a familiar one in every firm and factory. Most offices in India use Godrej desking, seating and Open Plan Office systems. Unique products and a wide range enable Godrej to cater to every customer need. To consolidate its position as leader in the market, Godrej has recently entered into a strategic alliance with Steel-case of USA. This alliance will provide it access to international designs and manufacturing. Godrej products are equally popular in the industrial sector. As the Indian economy opens up and demand increases, the product line of heavy storage systems, multi-flex systems, tool cabinets and tool trolleys is growing rapidly. As part of its expansion plans, Godrej is not only setting up new production facilities in India, but has already established bases in Singapore and
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Malaysia that allow it to market Godrej Office Equipment throughout the SouthEast Asian region. CHEMICAL AGRO PRODUCT Godrej is India's leading manufacturer of Olechemicals, and manufactures a wide range of fatty acids such as stearic, oleic, caprylic, capric, lauric, myristic and palmitic. It has pioneered several processes in the country such as the fractionation of fatty acids, high pressure fatty acid hydrogenation and continuous thin film sulphonation. The company is also a leading manufacturer and supplier of industrial and pharmaceutical grade glycerine and fatty alcohols. What began as a vertical integration with its core business of soaps has led to new achievements in diverse fields. Godrej was the first to manufacture Alpha Olefins indigenously, capturing world attention by developing a process that produces Alpha Olefins through the Olechemical route and not the traditional petrochemical route. Godrej began producing animal feeds more than two decades ago. Since then, it has grown to be India's largest producer of animal feeds. It has developed special feeds for high-yielding milk cattle and for fastgrowing broilers, and won praise the world over for discovering an eco-friendly botanical pesticide. It also produces plant growth promoters and organic manures. Godrej has also diversified into the business of palm oil production. It has used its close relations with farmers to market their produce, such as eggs and broilers, and to export fruits and vegetables. OFFICE AUTOMATION Every secretary in the country recognizes the soft clack of a Godrej typewriter. For this was the first typewriter made in the country - way back in 1955. Since then, Godrej has emerged a market leader in the field, greatly expanding the range of office equipment it manufactures and markets. This now included manual typewriters in fifteen Indian and fifteen international languages, electronic typewriters with displays in multiple languages, dot matrix printers, personal computers and conferencing equipment like electronic white-boards, CD panels and projectors, overhead and direct projectors. ALLIANCE BUSINESS ACADEMY 28
Capitalizing on its extensive distribution network, Godrej today is supplying customers with microprocessors and sophisticated geometric software for design. It also specializes in the distribution and service of products like laser and ink-jet printers, scanners, plotters, etc from Hewlett-Packard, Panasonic and Brother. To enhance its leadership position in distribution, Godrej has entered into a joint venture with Tech Pacific, Australia - a leading Information/ Office Automation distributor in the Asia-Pacific region. The new company, Godrej Pacific Technology Ltd., will have access to Tech Pacific's state-of-art distribution management systems and expertise. Spurred on by the success of these products, Godrej has entered into the design, manufacture and distribution of telephones with a view to participating in the exciting and rapidly expanding telecommunication sector. INDUSTRIAL PRODUCTS The Godrej precision engineering division is the pride of the group. It supplies critical equipment to core industries ranging from refineries to manmade fibers and pharmaceuticals to thermal and nuclear power. It also makes important contributions to the Indian aerospace program. The Godrej tool room is the place where every new product first takes shape. One of the most modern in Asia, with an ISO 9001 certification, it supplies high-precision, complex tooling not only for all Godrej products but also to leading engineering companies worldwide Its range of sophisticated tooling services include injection moulds, dies for die-casting, press tools, precision and special purpose machines. The Godrej machine tool division boasts of many firsts in its line of standard and custom-built sheet-metal working machines. These include hydraulic and mechanical presses, shears, press brakes and special purpose machines, all conforming to the highest international standards. In the field of material handling Godrej offers a wide range of diesel and electric forklift trucks together with a range of specialized accessories like ALLIANCE BUSINESS ACADEMY 29
container spreaders and rotating clamps. India's largest manufacturer, it is wellknown for its excellent engineering and for the range of vital spare parts it supplies through prompt, nationwide after-sales service. ENVIRONMENT AND WELFARE Pirojsha Godrej believed that only by protecting the environment could one protect mankind. What better embodiment could there be of this credo than the industrial garden township of Pirojshanagar? Here, every man, woman and child is taught to love and protect nature. This legacy was inherited by the Godrej Group which continues the crusade for a better world through staunch support of afforestation program and the conservation of wildlife, endangered forests and mangroves. Every year the Pirojsha Godrej Foundation dedicated its funds towards promoting education, housing social upliftment, conservation, population management and relief in natural calamities. Simultaneously, the group works to preserve the rich heritage of India. The Godrej Dance Academy is a testimony to this. But where would welfare begin if not at home? Believing in this, Godrej ensures housing facilities for the thousands of people who work for the organization. The Godrej School, 'Udayachal', established for the children of Godrej employees, is now widely recognized for its exemplary teaching methods. Years ago Ardeshir Godrej acted on his beliefs and his deeds were termed 'Swadeshi' - an expression of pride and love for this country. Today, as Godrej relentlessly strives to safeguard the environment and promote social welfare in India, it is this very spirit that is being kept alive.
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CORPORATE PROFILE Godrej & Boyce Mfg. Co. Ltd. History The Company celebrated its centenary in 1997. In 1897 a young man named Ardeshir Godrej gave up law and turned to lock-making. Ardeshir went on to make safes and security equipment of the highest order, and then stunned the world by creating toilet soap from vegetable oil. His brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej towards becoming a vibrant, multi-business enterprise. Pirojsha laid the foundation for the sprawling industrial garden township (ISO 14001- certified) now called Pirojshanagar in the suburbs of Mumbai. Godrej touches the lives of millions of Indians every day. To them, it is a symbol of enduring ideals in a changing world. Incorporation Established in 1897, the Company was incorporated with limited liability on March 3, 1932, under the Indian Companies Act, 1913. Combined Sales - Subsidiaries and Affiliates The Company is one of the largest privately-held diversified industrial corporations in India. The combined Sales (including Excise Duty) of the Company, its subsidiaries and affiliates, during the Fiscal Year ended March 31, 2004, amounted to about Rs. 45,000 million (US$ 980 million). Board of Directors J. N. Godrej (Chairman and Managing Director), A. B. Godrej, N. B. Godrej, V. M. Crishna, K. N. Petigara, B. A. Hathikhanavala, F. P. Sarkari, P. D. Lam and K. A. Palia and P. P. Shah.
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Shareholders Since its inception, the Company is controlled by the GODREJ family based in Mumbai, India. Its shares are not listed on any Stock Exchange. About one-fourth of the Company's share capital is held by Pirojsha Godrej Foundation, a public charitable trust. Branches (Sales and Service) and Showrooms * MUMBAI, Ahmedabad, Bhopal, Jabalpur, Pune * NEW DELHI, Chandigarh, Faridabad, Ghaziabad, Jaipur, Lucknow * CHENNAI, Bangalore, Coimbatore, Hyderabad, Kochi, Trivandrum, Visakhapatnam * KOLKATA, Bhubaneswar, Guwahati, Patna The Company has a network of thirty-three Company-owned Showrooms. Number of Wholesale Dealers: Over 1,000 Number of Retail Outlets: Over 5,000 The company has Representative Offices in Sharjah (UAE), Nairobi (Kenya) and Colombo (Sri Lanka) Number of Employees: 10,500 (including 2,500 in sales and service) Bankers CENTRAL BANK OF INDIA, Mumbai 400 023 UNION BANK OF INDIA, Mumbai 400 021 CITIBANK N.A., Mumbai 400 051 BNP PARIBAS, Mumbai 400 001 ICICI BANK LTD., Mumbai 400 021 STATE BANK OF PATIALA, Mumbai 400 021 UTI BANK LTD., Mumbai 400 001
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Statutory Auditors KALYANIWALLA & MISTRY, Chartered Accountants 127 Mahatma Gandhi Road, Mumbai 400 023 Sales (Unconsolidated) Sales including Excise Duty (Fiscal Year 2003-04): Rs. 15,821 million (US$ 342 million) Businesses The Company has the following businesses (with respective ISO certifications), which manufacture and/or market a wide range of consumer durables and industrial products: APPLIANCES: (ISO 9001/14001) Refrigerators and Washing Machines FURNITURE AND INTERIORS: (ISO 9001/14001) Office Furniture, Seating and Desking Systems, Computer Furniture and Open Plan Office Systems, Office and Home Storwels, Sofas and Recliners, Home Furniture, Filing Cabinets and Filing Systems, Book Stacks and Cases, Sliding/Tambour Door Units, Personal/Industrial Lockers, Customized Storage Systems, Roll-formed Slides and Components for Furniture. LOCKS: (ISO 9001) Padlocks, Cylindrical Locks, Mechanical and Electromechanical door locks and related hardware. SECURITY EQUIPMENT & SOLUTIONS: (ISO 9001 / 14001) Safes, Strong Room Doors, Safe Deposit Lockers, Cash Boxes and Coffers, Data Safes, Fire Resisting Safes, Record & Filing Cabinets, Electronic Coffers, Cash Counting Machines, Fire/Security Doors, Fire and Burglar Alarm Systems, Video Door Phones, CCTV System, Access Control Systems. ALLIANCE BUSINESS ACADEMY 33
PRIMA COMMUNICATION SOLUTIONS: (ISO 9001) Multimedia, Slide and Overhead Projectors, Video and Teleconferencing Equipment, Fax, Photocopiers, Multi-Function Devices, PRIMA Manual Typewriters (available in over thirty languages), Vending Machines. STORAGE SOLUTIONS: (ISO 9001 / 14001) Multi-flex and Heavy Duty Storage Systems, Tool Storage Cabinets, Gravity-flow, Mobile and Drive-in System Components, Mezzanine Floors, Cantilever Storage Systems, Workshop Equipment and Special Solutions. MATERIAL HANDLING EQUIPMENT: (ISO 9001 / 14001) It includes Forklift Trucks (Diesel, Electric and LPG) and Attachments, Container Handling Trucks, Warehousing and Personnel Access Equipment, Spare Parts, Services and Maintenance Contracts. INDUSTRIAL PRODUCTS: (ISO 9001 / 14001) Precision Tooling (Press Tools / Plastic Injection Moulds / Vacuum Forming Moulds / Pressure Die-Casting Dies), Special Purpose Machines, High Precision Components / Equipment for Engineering and allied industries, Sheet Metal Working Machines Sales and Service. PROCESS PLANT AND EQUIPMENT (ISO 9001, ASME U, U2, S and R Stamps, SQL M Stamp China) Pressure Vessels, Columns, Reactors, Electro polished Reactors, Shell & Tube Heat Exchangers, Trays, Tower Internals and other Custom-built Fabrication.
CONSTRUCTION AND REAL ESTATE: (ISO 9001 / 14001) It includes Ready Mix Concrete, Construction Projects, Property Development, Horticulture and Envirotech Services. ALLIANCE BUSINESS ACADEMY 34
ELECTRICAL AND ELECTRONICS SERVICES: (ISO 9001 / 14001) It includes Electrical Power Distribution System, Compressed Air Control System, Electronic Technology Solution Provider (Hardware, Software, Retrofitting, Process Control and Instrumentation, Industrial Automation), and Energy Conservation. PRIMA DIVISION The Prima Division of Godrej & Boyce Manufacturing Company Ltd. has introduced an array of international conferencing solutions for business presentations. Tying up with world leaders in the area of complete conferencing solutions makes Godrej a one stop shop for conferencing equipment. High tech products from world leaders in business presentations and conferencing equipment include Multimedia Projectors from Panasonic & Acer, Portable Overhead Projectors from Anders + Kern; Slide Projectors from Kodak, Audio-Conferencing Equipment form Polycom, Video Conferencing Equipment from Tandberg and Polycom and Electronic White Boards from Panasonic. To complete the range, also available is Godrej's very own Prima Vision -- Overhead Projectors. Our model GODREJ PRIMA holds over 70% market share in the domestic market and also competes favorably in the global market. All this has been possible, thanks to Godrej's expertise in the area of Office Automation. Our strong nationwide sales & service force of dedicated and experienced people, believe in going beyond selling products, to provide total solutions.
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3.4 Profile of sample unit

The research is an effort to study The factors affecting buying behavior of multimedia projectors in Bangalore. A survey of many organizations and educational institutes is conducted in general to derive the conclusion, as it is very difficult to use the probability sampling to select the representative sample. The whole sample size is divided in to the professional educational institutes ,degree colleges ,large organizations and small organizations For the purpose of the study organization end educational institute segments: 1. Degree colleges 2. Professional educational institute 3. Large organizations. 4. Small organization were segmented into four
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4.METHODOLOGY 4.1 4.2 4.3 4.4 4.5 RESEARCH DESIGN. SAMPLE DESIGN. SOURCES OF DATA. INSTRUMENTATION TECHNIQUES. SOFTWARE USED FOR DATA ANALYSIS.
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3.1 Research design

A research design is purely and simply the framework or plan for a study tat guides the collection analysis of data. The research design is the conceptual structure within the research and analysis of data. This particular market research study can be characterized as descriptive in nature. The first step in such a descriptive study is to understand and familiarize about multimedia projector. Then guide at Godrej has given the general introduction about the company and the product. After that objective of the study is formulate with the help of college guide. A questionnaire is prepared covering all aspects required for the study. Then appropriate sampling technique is adopted for fieldwork. The data is collected from 100 organizations in different parts of Bangalore. Analysis and interpretation of the data collected is done and appropriate conclusions suggestions are provided. In the study the descriptive research design is chose for the following reasons: i. ii. iii. iv. v. vi. Our objectives are clearly formulated. Our techniques of data collection are planned. Selection of the sample (sample size) is planned. It helps in obtaining complete and accurate information needed for the study. It helps in knowing the proportion of people in a given population who have behaved in a given particular manner for an analysis. It helps in determining the relationship between two or more variables.
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4.2 Sample design

The study was conducted in Bangalore city where there are approx 500 organizations. In research survey it is not possible to conduct the entire population for the cost, time and energy involved. Therefore research has to plan or establish a sample or the representative group from whom the information may be collected. A sample is only a proportion of the universe or the whole population from which it is drawn. In this study the sector were software, manufacturing, educational institutes, government offices, medical, banks, etc. 4.2.1 Definition of Population The study was conducted in Bangalore city that has approx 500 organizations. Out of this population, 100 samples have been collected; the break up of the sample size was on the following parameters: The respondents are taken from all kinds of organizations. The respondents have been chosen on convenient basis. These respondents are the system administrators/ institutes etc. 4.2.2 Sample Size It is not possible to cover the entire population, due to time constraint. The organizations are selected conveniently for the study, however the selected sample was homogenous, i.e. there was no bias in selection of the sample. The sample size taken for the study was 100. admit manager/ facilities manager/ director of software companies, government offices, bank, medical, manufacturing, educational
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4.2.3 Sample Technique Adopted The sample technique adopted for the study was non-probability convenient sampling. Organizations are drawn from the population in such a way that each element has the same probability of being chosen.
4.3 Sources of data

Data collection is a key activity in marketing research. The design of the data collection method is the backbone of research design. For this study, the data from two sources have been gathered: 4.3.1 Secondary Data 4.3.2 Primary Data 4.3.1 Secondary Data In this study the sources of collecting secondary data are magazines, trade journals, publications of books, data provided by the Godrej & Boyce Mfg. Co. Ltd., brochures, catalogues, internet etc. In this study main source of data collected is the primary data using the method of direct personal interviews through structural questionnaire. 4.3.2 Primary Data In this study the primary data used were collected from end-users of different organizations through personal/ direct interviews and telephonic interviews with the help of structured questionnaire.
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4.4 Instrumentation technique

A single set of questionnaire was used to collect information from the respondents .A series of open ended and close ended questions were used to Ascertain information from the respondents.
4.5 Software used for data analysis

Microsoft word and excel are used for the documentation and the data analysis part of the project .
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5.PRESENTATION DATA ANALYSIS OF DATA AND INTERPRETATION
5.1 INTRODUCTION DATA ANALYSIS. 5.2 TABLE PRESENTATION OF DATA. 5.3 CHARTS AND GRAPHS. 5.4 INTERPRETATION OF EACH QUESTION. 5.5 SUMMARY AND FINDINGS.
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5.1 INTRODUCTION OF DATA ANALYSIS

In order to extract meaningful information from the collected data, data analysis is carried out. The data is first classified, coded, edited and tabulated for the purpose of analyzing and interpreting the same. After tabulating the data must be analyzed, researcher often uses statistical interpretation which concentrates on what is average or what deviates from an average statistical interpretation, show widely the response vary and how they are distributes in relation to the variable behind measured statistical market rely on estimate of expected errors or deviation from the two values of population. Alternatively, the collected data has been analyzed by using tables and graphs. 5.1.1 SEGMENTATION To study the buying behavior of the customers the segmentation has to be done properly because the need for the every segment is different in different sector and in different category. Corporate 1. Large organization. 2. Small organization. Educational institution 1. 2. Degree colleges (not professional education) Professional colleges (MBA,Engineering,Medical)
For the analysis each segment has to be taken differently because the usability varies along with the learning behavior of the candidates.
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5.2.1 Type of projectors the degree colleges own

TABLE 5.1 TYPE OF PROJECTOR LCD DLP OHP TOTAL GRAPH 5.1 PROJECTORS ACCEPTED BY BUYER IN DEGREE COLLEGES 100 80 60 40 20 0 PERCENTAGE 80.7 RESPONDENTS PERCENTAGE 5 0 21 26 19.2 0 80.7 100
19.2 0 LCD DLP TYPE OF PROJECTOR OHP
INTERPRETATION From this graph it can be understood that that in degree colleges OHP projectors are more accepted because the price is less simple to use and they dont have that much requirement of presentations.
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5.2.2 Types of projectors in professional colleges TABLE 5.2 TYPE OF PROJECTOR LCD DLP OHP TOTAL GRAPH 5.2 RESPONDENTS PERCENTAGE 18 2 4 27 66.6 7.4 14.8 100
PROJECTOR ACCEPTED BY BUYER IN PROFESSIONAL COLLEGES

PERCENTAGE 80 60 40 20 0 66.6 Series1
7.4 LCD DLP
14.8 OHP
TYPE OF PROJECTOR
INTERPRETATION : From this graph it can be understood that that in professional colleges LCD projectors are more accepted because in the professional colleges the presentations are very frequent and the usage of computer is also high so they use more of LCD projectors. Now a days they also started using DLP projectors for their conference room.
5.2.3 Types of projectors in large corporate
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TABLE 5.3 TYPE OF PROJECTOR LCD DLP OHP TOTAL RESPONDENTS PERCENTAGE 16 8 1 25 64 32 4 100
GRAPH 5.3
PROJECTOR ACCEPTED BY BUYER IN LARGE CORPORATE

PERCENTAGE 80 60 40 20 0 64 32 4 LCD DLP OHP Series1
TYPE OF PROJECTOR
INTERPRETATION From this graph it can be understood that that in large corporate LCD and DLP projectors are more accepted because for them price is not the issue the quality is only concern and with this two type best quality of projection can be achieved, OHP is getting obsolete day by day.
5.2.4 Types of projectors in small and medium organization
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TABLE 5.4 TYPE OF PROJECTOR RESPONDENTS PERCENTAGE LCD DLP OHP TOTAL 20 3 1 25 80 12 4 100
GRAPH 5.4 PROJECTOR ACCEPTED ON SMALL CORPORATE

PERCENTAGE 100 50 0 LCD DLP OHP TYPE OF PROJECTOR 80 12 4 Series1
INTERPRETATION From this graph it can be understood that in small corporate LCD projectors are more accepted because by that quality can be achieved at moderate price because DLP projectors are more expensive and that cant be afforded by small organization.
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HOW THE CONSUMER BEHAVIOR DIFFERS WITH EACH SEGMENT

From the above graphs it can be interpreted that the consumer behavior changes with every segment according to the need .As we have see din degree colleges OHP projector is enough but in the case of professional institutes LCD is more accepted ,but in the large organization DLP and LCD both are accepted.
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5.2.5 Factors affecting the most while buying the projectors in degree colleges according to the preference. ATTRIBUTE PRICE AFTER SALES SERVICE POWER CONSUMPTION BRAND IMAGE LONG LIFE TABLE 5.5 NO OF RESPONDENT 25 10 1 10 13 GRAPH 5.5
FACTORS AFFECTING MOST IN BUYING BEHAVIOUR AMONG CUSTOMERS IN DEGREE COLLEGE
PERCENTAGE 39.6 15.8 7.9 20.6 31.7
LONG LIFE 20.6 7.9 15.8 39.6 31.7 PRICE AFTER SALES SERVICE POWER CONSUMPTION BRAND IMAGE
INTERPRETATION The table and graph 5.5 shows the factors that affect buying behavior amongst customers in degree college. Price is the most important factor with almost 40 % of the respondents opting for it. Second came long life followed by brand image ,after sales and power consumption.
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5.2.6 Factors affecting the most while buying the projectors in professional colleges according to the preference. ATTRIBUTE PRICE AFTER SALES SERVICE POWER CONSUMPTION BRAND IMAGE LONG LIFE TABLE 5.6 NO OF RESPONDENT 14 13 4 23 12 Graph 5.6
FACTORS AFFECTING MOST IN BUYING BEHAVIOUR AMONF CUSTOMER IN PROFESSIONAL COLLEGE
PERCENTAGE 21.2 19.6 6.06 34.8 18.1
18% 35% 21% 6% 20%

LONG LIFE PRICE AFTER SALES SERVICE POWER CONSUMPTION BRAND IMAGE
INTERPRETATION The table and graph 5.6 shows the factors that affect buying behavior amongst customers in Professional college. Brand image is the most important factor with almost 35 % of the respondents opting for it. Second came price followed by after sales long life and power consumption.
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5.2.7 Factors affecting the most while buying the projectors in large corporate according to the preference. TABLE 5.7 NO OF RESPONDENT 10 22 2 17 12 GRAPH 5.7
FACTORS AFFECTING MOST IN BUYING BEHAVIOURAMONG CUSTOMER IN LARGE ORGANISATION LONG LIFE
ATTRIBUTE PRICE AFTER SALES SERVICE POWER CONSUMPTION BRAND IMAGE LONG LIFE
PERCENTAGE 15.8 34.9 3 26.9 19
27%
19%
PRICE AFTER SALES SERVICE POWER CONSUMPTION
3% 35%
16%
BRAND IMAGE
INTERPRETATION The table and graph 5.7 shows the factors that affect buying behavior amongst customers in large organization. After sales is the most important factor with almost 35 % of the respondents opting for it. Second came brand image followed by long life, price and power consumption.
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5.2.8 Factors affecting the most while buying the projectors in small corporate according to the preference. TABLE 5.8 NO OF RESPONDENT 18 16 2 24 20 GRAPH 5.8
FACTORS AFFECTING MOST IN BUYING BEHAVIOUR AMONG CUSTOMER IN SM ALL ORGANIZATION LONG LIFE
ATTRIBUTE PRICE AFTER SALES SERVICE POWER CONSUMPTION BRAND IMAGE LONG LIFE
PERCENTAGE 22.5 20 11.1 28 25
28%
23%
PRICE AFTER SALES SERVICE
10% 18%
21%
POWER CONSUMPTION BRAND IMAGE
INTERPRETATION The graph 5.8 shows that brand image is the most important factor but price, after sales, and long life also plays major role in the buying decision in this segment.
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FACTORS AFFECTED MOST IN EACH SEGMENT BEFOR BUYING A PROJECTOR.
The graphs 5.5,5.6,5.7,5.8 are helpful to understand the factors affecting the buying behavior in each segment. In degree college segment the price is the major factor because there is always a barrier in investing so much for the technology. While in the professional education segment brand image and after sales service is seen before the price because they are ready to pay for good technology which is useful to them. While in Large corporate it is seen that after sales and brand image are seen mostly because they want the best product to be delivered to them and cost is not a major concern for them. Small corporate is the segment where except the power consumption every factor plays a major role because they used to consider every aspect before going for a technology.
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5.2.9 Consumer Behaviour changes with passage of time in terms of resolution in educational institutes. RESOLUTION XGA SVGA UXGA SXGA TABLE 5.9 RESPONDENTS 36 10 1 15 GRAPH 5.9
FUTURE PREFERENCE OF EDUCATIONAL INSTITUTES IN TERMS OF RESOLUTION
PERCENTAGE 58 16.1 1 24.1
70 60 50 40 30 20 10 0
58
PERCENTAGE
24.1 16.1 1 XGA SVGA UXGA SXGA
Series1
RESOLUTION
INTERPRETATION The graph 5.9 shows that how the customer behavior is changing with the passage of time as 58 % customers are preferring XGA resolution which is pretty good where earlier They used to prefer the OHP or the LCD projectors with very low resolution.
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5.2.10 Consumer Behavior changes with passage of time in terms of resolution in corporate. RESOLUTION XGA SVGA UXGA SXGA TABLE 5.10 RESPONDENTS 17 8 32 6 GRAPH 5.10 FUTURE PREFERENCE OF CORPORATES IN TERMS OF RESOLUTION
60 50 40 30 20 10 0 PERCENTAGE 50.7 26.9 12.6 9.5 UXGA SXGA Series1
PERCENTAGE 26.9 12.6 50.7 9.5
XGA
SVGA
RESOLUTION
INTERPRETATION The graph 5.10 shows that there is a change happening in corporate customers behaviour because most of them were using the SVGA resolution now they want to switch to UXGA which is very high resolution.
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5.2.11 Consumer Behavior changes with passage of time in terms of Brightness in educational institutes. TABLE 5.11 RESOLUTION (lumen) RESPONDENTS 1000 8 1000-1500 14 1500-2000 37 2000-2500 3 PERCENTAGE 12.9 22.5 59.6 4.8
FUTURE PREFERENCE OF EDUCATIONAL INSTITUTES IN TERMS OF BRIGHTNESS
70 60 50 40 30 20 10 0
PERCENTAGE
59.6 Series1 4.8 10001500 15002000 20002500
12.9
22.5
1000
BRIGHTNESS(LUMEN)
INTERPRETATION The graph 5.11 shows that educational institutes are drifting towards the brightness of 1500-2000 lumen where they were using 1000 lumen.
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5.2.12 Consumer Behavior changes with passage of time in terms of Brightness in corporate. TABLE 5.12 RESOLUTION (lumen) RESPONDENTS 1000 2 1000-1500 7 1500-2000 12 2000-2500 22 GRAPH 5.12
FUTURE PREFERENCE OF CORPORATE IN TERMS OF BRIGHTNESS
PERCENTAGE 4.6 16.2 27.9 51.1
PERCENTAGE
60 40 20 0 1000 10001500 15002000 4.6 16.2 27.9
51.1 Series1
20002500
BRIGHTNESS(LUMEN)
INTERPRETETION The graph 5.12 shows that the consumer behavior in corporate has changed drastically with the passage of time majority of them are looking for the brightness of about 20002500 in the future.
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5.2.13 Consumer Behavior changes with passage of time in terms of portability of projectors in educational institutes and corporate. TABLE 5.13 RESPONDENT 71 18 0 GRAPH 5.13
FUTURE PREFERENCE OF CORPORATES AND EDUCATIONAL INSTITUTES IN TERM S OF WEIGHT OF THE PROJECTOR
WEIGHT (kg) <1 1-2 2-3
PERCENTAGE 79.7 20.2 0
PERCENTAGE
100 80 60 40 20 0
79.7 20.2 0 <1KG 1-2KG WEIGHT 2-3 KG Series1
INTERPRETATION The graph 5.13 shows that in both the segment that is corporate or in educational institute this behavior is common both want the portability in terms of weight thats the percentage is so high that is 79.7% .
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5.2.14 Consumer Behavior changes with passage of time in terms of contrast ratio of projectors in educational institutes. CONTRAST RATIO HIGHER MEDIUM LOWER TABLE 5.14 RESPONDENTS 12 29 7 PERCENTAGE 25.5 61.7 14.8
GRAPH 5.14
FUTURE PREFERENCE OF EDUCATIONAL INSTITUTES IN TERMS OF CONTRAST RATIO
PERCENTAGE
80 60 40 20 0
61.7 25.5 14.8 MEDIUM LOWER Series1
HIGHER
CONTRAST RATIO
INTERPRETATION The graph 5.13 shows that in educational institutes around 62 % customers are looking for medium contrast ratio in future, because in educational institutes very high quality pictures are not required for the presentation.
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5.2.13 Consumer Behavior changes with passage of time in terms of contrast ratio of projectors in corporate. CONTRAST RATIO HIGHER MEDIUM LOWER TABLE 5.15 RESPONDENTS 23 15 2 PERCENTAGE 57.5 32.5 5
GRAPH 5.15
FUTURE PREFERENCE OF CORPORATE IN TERMS OF CONTRAST RATIO
PERCENTAGE
80 60 40 20 0 HIGH MEDIUM LOWER CONTRAST RATIO 57.5 32.5 5 Series1
INTERPRETATION The graph 5.14 shows that in future customers are looking for high contrast ratio in their projectors .So the consumer behavior is changing as they are switching from medium contrast ratio to high contrast ratio.
5.5 SUMMARY OF FINDINGS

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In degree colleges 80 percent of the consumers prefers the OHP projectors over the multimedia projectors ,the preference for multimedia projector is 19.2 percent. In professional education colleges 66.6 percent of the consumers prefers LCD projectors, Second came OHP projectors with 14.8 percent and finally DLP with 7.4 percent. In large corporate, LCD projectors were the most preferred with 64 percent followed by DLP with 32 percent and OHP with 4 percent. In small corporate, LCD again emerged the top favorite with 80 percent followed by DLP with 12 percent and OHP with 4 percent. The educational institution segment has been further subdivided into degree colleges and professional colleges as both their buying patterns differ. Amongst them the factors that affected buying behavior in degree colleges most were as followso Price 39.6 percent o Long life 36.7 percent o Brand 20.6 percent o After sales 15.8 o Power 7.9 percent For professional colleges, the factors that affected buying behavior were as followso o o o o Brand 34.8 percent Price 21.2 percent After sales 19.6 percent Long life 18.1 percent Power 6 percent
In large corporate, factors that affected buying behavior were as followso After sales 34.9 percent o Brand 26.9 percent o Long life 19 percent o Price 15.8 percent o Power 3 percent
In small corporate, the factors that affected buying behavior were as followso Brand 28 percent ALLIANCE BUSINESS ACADEMY 61
o o o o
Long life 25 percent Price 22.5 percent After sales 20 percent Power 11.1 percent
Resolution needs change in the long run and in future, the educational institutions expressed the following resolution preferences o XGA 58 percent o SXGA 24.1 percent o SVGA 16.1 percent o UXGA 1 percent Future resolution needs of the corporate are o XGA 26.9 percent o SXGA 12.6 percent o SVGA 50.7 percent o UXGA 9.5 percent Brightness needs change in the long run and in future, the educational institutions expressed the following brightness preferences o 1000 lumen 12.9 percent o 1000-1500 lumen 22.5 percent o 1500-2000 lumen 59.6 percent o 2000-2500 lumen 4.8 percent Future brightness needs of the corporate are o 1000 lumen 4.6 percent o 1000-1500 lumen 16.2 percent o 1500-2000 lumen 27.9 percent o 2000-2500 lumen 51.1 percent Weight needs change in the long run and in future, the educational institutions and corporate expressed the following weight preferences o Less than one kg. 79.7 percent o One two kg 20.2 percent o Two three kg 0 percent
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The contrast ratio needs too change in the long run and in future, the educational institutions expressed the following contrast ratio preferences o Higher 25.5 percent o Medium 61.7 percent o Lower 14.8 percent The contrast ratio needs too change in the long run and in future, the corporate expressed the following contrast ratio preferences
o Medium 32.5 percent o Higher- 57.5 percent o Lower 5 percent
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CONCLUSIONS AND RECOMMENDATION
6.1 CONCLUSION FROM THE STUDY. 6.2 RECOMMENDATION 6.3 SUGETION FORANY FURTHER STUDY.
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6.1 CONCLUSION FROM THE STUDY

The conclusion that can be drawn from the study is the buying behavior of the consumer which very important to understand for any organization before marketing the product changes with every segment because the need of each segment is different and the constraints of buying are also different so every product cannot be targeted to every segment and the products are different for each segment. From the study it is evident that OHP projector are accepted in degree colleges while in the professional educational colleges LCD projectors are more popular. In case of large corporate DLP and LCD both the projectors are popular but OHP is not. In small corporate also LCD projectors are mostly used. Factors that are effecting the buying behavior is also changing with every segment as we have seen in degree colleges price and long life is the most dominating factor while in professional institutes price doesnt play a major role in place of that brand image plats major role. In large corporate after sales service and brand image plays a major role but in case of small corporate except power consumption every factors influences the buying decision. From this study it is also evident that buying behavior changes with the passage of time as in degree college earlier they used to use OHP with low resolution brightness but now they are looking for high resolution and brightness with portability, its same with corporate also they are looking towards very high resolution and brightness more than the institutes in future. Portability is the factor where the corporate and institutes thinks the same both want projectors weigh less than a kg.
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6.2 RECOMMENDATION
Godrej and Boyce should promote the products which are little less in price to the degree colleges. While targeting to the professional educational institutes the quality should be good and price should also be competitive. In large organization Godrej and Boyce should promote the high end product which have the advanced technology and good brand image because they want the best at any cost. In the small organizations all the feature should be included in the product along with the competitive price because they looks all the factors deeply before going for the product. Power consumption is the factor which doesnt affect the sale in any segment so they can forget of this factor while promoting. In future every customer want the projector with a less than one kg of weight so they should try to make projectors which are less than one kg of weight. In institutes brightness which they are looking into future is between 15002000 so the company should promote projectors with that brightness only. In corporate brightness which they are looking into future is between 2000-2500 so the company should promote projectors with that brightness only. In institutes contrast ratio which they are looking into future is medium so the company should promote projectors with medium contrast ratio only. In corporate contrast ratio which they are looking into future is higher so the company should promote projectors with that contrast ratio only.
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6.4 SUGGESTION FOR THE FUTURE STUDY

This study has been conducted in Bangalore where extensive coverage has been done for the educational institutes and corporate with a sample size of 100 ,the future study can be done in other big cities of India where Godrej and Boyce has their branch office with a greater sample size so that the buying behavior can be understood more easily. The company can embark on the suggestions provided in this project and after one or two years conduct another similar survey to see whether the activities have bore fruit and also conduct a market share study to analyze it position compared to what it was previously.
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ALLIANCE BUSINESS ACADEMY

ALLIANCE BUSINESS ACADEMY

ALLIANCE BUSINESS ACADEMY

BUYING BEHAVIOR CHANGES WITH PASSAGE OF TIME:

BUYING BEHAVIOR CHANGES WITH EVERY SEGMENT OF CUSTOMER:

PURPOSE OF THE STUDY

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Helps to increase the business.

INTRODUCTION TO THE STUDY

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3.1 3.2 3.3 3.4

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3.3 Product and services

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3.4 Profile of sample unit

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3.1 Research design

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4.2 Sample design

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4.3 Sources of data

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4.4 Instrumentation technique

4.5 Software used for data analysis

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5.PRESENTATION DATA ANALYSIS OF DATA AND INTERPRETATION

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5.1 INTRODUCTION OF DATA ANALYSIS

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5.2.1 Type of projectors the degree colleges own

19.2 0 LCD DLP TYPE OF PROJECTOR OHP

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PROJECTOR ACCEPTED BY BUYER IN PROFESSIONAL COLLEGES

7.4 LCD DLP

5.2.3 Types of projectors in large corporate

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PROJECTOR ACCEPTED BY BUYER IN LARGE CORPORATE

5.2.4 Types of projectors in small and medium organization

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GRAPH 5.4 PROJECTOR ACCEPTED ON SMALL CORPORATE

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HOW THE CONSUMER BEHAVIOR DIFFERS WITH EACH SEGMENT

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PERCENTAGE 39.6 15.8 7.9 20.6 31.7

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PERCENTAGE 21.2 19.6 6.06 34.8 18.1

18% 35% 21% 6% 20%

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PERCENTAGE 15.8 34.9 3 26.9 19

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