A PROJECT REPORT

ON
“A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS LED LIGHTINGS WITH
SPECIAL REFERENCE TO DELTATRONICS”

Submitted in partial fulfilment for the award of the degree of

Master of Business Administration (MBA) Under

Dibrugarh University

NEF COLLEGE OF MANAGEMENT & TECHNOLOGY

UNDER THE GUIDANCE OF

ORGANISATIONAL GUIDE INSTITUITIONAL GUIDE

RIJU ALI , MS. BHASWATI KUMAR

AREA SALES OFFICER, ASST. PROFESSOR,

DELTATRONICS INC , NEF COLLEGE OF MANAGEMENT

GUWAHATI AND TECHNOLOGY, GUWAHATI

Submitted by

BISHNU SHARMA (MBA 3RD SEMESTER)

REGISTRATION NO:-

BATCH :-2018-2020
 DECLARATION

I, Bishnu Sharma declare that the project report entitled “A STUDY ON CONSUMER BUYING
BEHAVIOUR TOWARDS LED LIGHTINGS WITH SPECIAL REFERENCE TO
DELTATRONICS” has been prepared by me during the time period of July 1st 2019 to August
31st 2019 and submitted in partial fulfilment of the requirements for the award of degree in
MBA of Dibrugarh University.

It is my original work and neither the whole nor any part of the report has been submitted to any
other institution/university related to a similar requirement.

Bishnu Sharma

NEF College of Management and Technology

Place: Guwahati

MBA 3rd Semester

Roll No.
 PREFACE

This project named “A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS LED

LIGHTINGS WITH SPECIAL REFERENCE TO DELTATRONICS” has been done as a part of
course curriculum of Master of Business Administration (MBA) 3rd Semester. This project
helps in gaining practical knowledge over and above theoretical knowledge for survival in
today’s competitive scenario. Such project undertaken as a part of academic career helps to
improve practical knowledge as well as to gain experience on various aspects.

As a complementary to every researcher has to prepare and submit a report on their project. This
present project is in continuation of that tradition. It is an attempt to present a practical
knowledge and observations collected during the project.

Bishnu Sharma

MBA 3rd Semester

NEF College of Management &Technology

 ACKNOWLEDGEMENT

At the very outset I am thankful to the authority of the Dibrugarh University for giving me the
privilege to prepare the project report for the fulfilment of MBA course with speciality in
Marketing Management and Human Resource Management from this university.

I wish to express my special thanks to Mrs. Aanzomaan K. Ahmed, HOD of Management

Department of NEF College and Dr. Zakir Hussain , Director, NEF College of
Management and Technology for her constant support in the project work. And also I wish to
express my special thanks to Subhajit Roy Founder of Deltatronics Inc. for giving the
opportunity to undergo on internship in the firm.

I am highly indebted to my project guide Ms. Bhaswati Kumar ,Assistant Professor, NEF
College of Management and Technology for her valuable guidance and his encouragement
without which the project would not see the light of the day.

I also offer my thanks to all respondent for responding patiently to the questionnaires in spite of
their hectic schedules, which are valuable inputs for my project study.

Bishnu Sharma

NEF College of Management and Technology

Place: Guwahati

MBA 3rd Semester

Roll No
 EXECUTIVE SUMMARY

Title: A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS LED LIGHTINGS WITH

SPECIAL REFERENCE TO DELTATRONICS.

Organization: DELTATRONICS INC.

Organizational guide: RIJU ALI

Institution: NEF COLLEGE OF MANAGEMENT AND TECHNOLOGY

Institutional guide: MS. BHASWATI KUMAR, ASSITANANT PROFESSOR,

DEPARTMENT OF MANAGEMENT

Reference Period: July to August ( 1st July to 31st August ).

Research Area: Dhemaji, Jonai, Dimow, Biswanath Charali, Balipara, Itanagar and
Naharlagun.

Location: GUWAHATI

Duration: 60 days

Objectives :

➢ To analyze the customer preference level associated with the purchase of LED bulbs.
➢ To study the factors influencing decision making while purchasing LED bulbs.
➢ To identify the effective advertising sources which influences consumer purchasing
behaviour of LED bulbs.

Research Methodology: It is a Systematic, theoretical analysis of the methods applied to a

field. It comprises the theoretical analysis of the body of methods and principles associated with
a branch of knowledge.
Research Design: Descriptive type of research is used in this project report as an attempt in
research design.

Sampling Technique: Simple Random Sampling.

Size of the Sample: 50

METHOD OF DATA COLLECTION:

Information was collected by personally visiting the retailers and dealers of the electrical
items at their stores.

METHOD OF DATA REPRESENTATION:

Types of data representation used in this project are

• Bar diagram
• Pie chart.
CALCULATION METHOD:

Percentage Analysis Method.

Sources of Data :

➢ Primary Data – Through questionnaire.

➢ Secondary Data – Magazines, Reports and publication connected with the organization.

Major Findings :

❖ From the survey it is found that the majority (40%) of the respondents agree that price is
the main factor followed by the brand recognition and quality of the product which plays
major role in the buying decision of the consumers.
 ❖ According to 60% of the respondents cash discount is appreciated by the customers.

❖ According to 40% of the respondents celebrity advertising attract the customers most.

❖ 40% of the people prefer Ilumin LED over other brands because of price.

Suggestion and Recommendation :

❖ The company can also take some action to give more offers to the dealers and customer
so that the dealer stock their products

❖ The company can focus more on advertising to create brand image.

❖ The company can ensure future development by giving more focus on promotional
activities.

❖ The company can take initiative to compete with other brands.

❖ The company can ensure future development by giving more focus on promotional
activities.

❖ In order to increase the sale of Deltronics LEDs , they should provide credit facility to
their retailer.

❖ Attractive schemes must be launched by company in order to attract lower, middle class
customer.
 LIST OF TABLES
TABLE NO. DETAILS OF THE TABLES PAGE NO.
Table no. 6.1 Showing the lifting capacity of the 17
dealers/retailers.
Table no. 6.2. Showing what factors influence 18
customer in purchasing of LED.
Table no. 6.3. Showing which brand’s LED the 19
respondents keep in their shop.
Table no. 6.4. Showing whether the respondents 20
are aware about the Ilumin LED
bulbs or not.
Table no. 6.5. Showing which brand the customers 21
asks first after entering the shop.
Table no. 6.6. Showing what do the customers feel 22
about the quality of Ilumin LED
products.
Table no. 6.7. Showing which offers are 23
appreciated by customers.
Table no. 6.8. Showing whether the consumer face 24
any problem in using Ilumin LED
bulbs or not.
Table no. 6.9. Showing what type of advertisement 25
according to them attracts the
customers most.
Table no. 6.10. Showing why they prefer Ilumin 26
LED over other brands.
Table no. 6.11. Showing what they think about the 27
brand Ilumin bulbs.
Table no. 6.12. Showing which factor is influencing 28
in buying decision of customers of
LED bulbs.
 LIST OF FIGURES
FIGURE NO. DETAILS OF THE FIGURES PAGE NO.
Figure no. 6.1 Showing the lifting capacity of the 17
dealers/retailers.
Figure no. 6.2. Showing what factors influence 18
customer in purchasing of LED.
Figure no. 6.3. Showing which brand’s LED the 19
respondents keep in their shop.
Figure no. 6.4. Showing whether the respondents 20
are aware about the Ilumin LED
bulbs or not.
Figure no. 6.5. Showing which brand the customers 21
asks first after entering the shop.
Figure no. 6.6. Showing what do the customers feel 22
about the quality of Ilumin LED
products.
Figure no. 6.7. Showing which offers are 23
appreciated by customers.
Figure no. 6.8. Showing whether the consumer face 24
any problem in using Ilumin LED
bulbs or not.
Figure no. 6.9. Showing what type of advertisement 25
according to them attracts the
customers most.
Figure no. 6.10. Showing why they prefer Ilumin 26
LED over other brands.
Figure no. 6.11. Showing what they think about the 27
brand Ilumin bulbs.
Figure no. 6.12. Showing which factor is influencing 28
in buying decision of customers of
LED bulbs.
 TABLE OF CONTENTS

PARTICULARS PAGE NOS.

Company profile 1-3

Objectives of the study 4-5

Introduction to the topic 6-10

Limitations of the study 11-12

Research Methodology 13-15

Data analysis and Interpretations 16-28

Results & Findings 29-30

Recommendations 31-32

Conclusion 33-34

Bibliography 35-36

Annexure – Questionnaire 37-39

 Chapter 1

Company Profile

1
Company name and Address :
Name – Deltatronics Inc.
Address - Rajiv Gandhi Road
Jyotikuchi
Guwahati, Assam 781034
India

About Deltatronics Inc :-

Registered in 2018 , Deltatronics Inc has made a name for itself in the list of top suppliers of Bulbs & Tubelight in
India. The supplier company is located in Guwahati, Assam and is one of the leading sellers of listed products.
Deltatronics Inc is listed in Trade India's list of verified sellers offering supreme quality of High Power Led Bulb
etc. Buy Bulbs & Tubelight in bulk from us for the best quality products and service.

2
Vision: Deltatronics will provide competitive, high quality electronic manufacturing

services and individualized customer service, while encouraging employee creativity,

motivation, and team work in a continuously improving environment.

Mission:

1. Develop customer relationships which provide services tailored to specific customer

needs;

2. Provide employees with on-going training to enhance knowledge and skills, develop

problem solving and decision making abilities, and offer opportunities for

advancement;

3. Apply cost effective production systems and sound fiscal planning;

4. Utilize Continuous Process Improvement strategies to ensure the highest quality

products and services.

3
 Chapter 2

Objectives of the Study

4
OBJECTIVES:

I. To analyze the customer preference level associated with the purchase of Ilumin LED
bulbs.
II. To study the factors influencing the purchase of Ilumin LED bulbs.
III. To identify the effective advertising sources which influences consumer purchasing
behaviour of LED bulbs.

5
 Chapter3

Introduction of the Topic

6
 INTRODUCTION

Consumer behaviour is the study of individuals, groups, or organizations and all the activities
associated with the purchase, use and disposal of goods and services, including the consumer's
emotional, mental and behavioural responses that precede or follow these activities. Consumer
behaviour emerged in the 1940s and 50s as a distinct sub-discipline in the marketing area.

Consumer behaviour is an inter-disciplinary social science that blends elements from

psychology, sociology, social anthropology, anthropology, ethnography, marketing and
economics, especially behavioural economics. It examines how emotions, attitudes and
preferences affect buying behaviour. Characteristics of individual consumers such as
demographics, personality lifestyles and behavioural variables such as usage rates, usage
occasion, loyalty, brand advocacy, willingness to provide referrals, in an attempt to understand
people's wants and consumption are all investigated in formal studies of consumer behaviour.
The study of consumer behaviour also investigates the influences, on the consumer, from groups
such as family, friends, sports, reference groups, and society in general.

The study of consumer behaviour is concerned with all aspects of purchasing behaviour – from
pre-purchase activities through to post-purchase consumption, evaluation and disposal activities.
It is also concerned with all persons involved, either directly or indirectly, in purchasing
decisions and consumption activities including brand-influencers and opinion leaders. Research
has shown that consumer behaviour is difficult to predict, even for experts in the field. However,
new research methods such as ethnography and consumer neuroscience are shedding new light
on how consumers make decisions.

7
Buying Behavior is the decision processes and acts of people involved in buying and using
products.

Need to understand:

• Why consumers make the purchases that they make?

• What factors influence consumer purchases?
• The changing factors in our society.

Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs
to analyze buying behavior for:

• Buyers reactions to a firms marketing strategy has a great impact on the firms success.
• The marketing concept stresses that a firm should create a Marketing Mix (MM) that
satisfies (gives utility to) customers, therefore need to analyze the what, where, when and
how consumers buy.
• Marketers can better predict how consumers will respond to marketing strategies.

Stages of the Consumer Buying Process

Six Stages to the Consumer Buying Decision Process (For complex decisions). Actual
purchasing is only one stage of the process. Not all decision processes lead to a purchase. All
consumer decisions do not always include all 6 stages, determined by the degree of
complexity...discussed next.

The 6 stages are:

1. Problem Recognition(awareness of need)--difference between the desired state and the

actual condition. Deficit in assortment of products. Hunger--Food. Hunger stimulates
your need to eat.
Can be stimulated by the marketer through product information--did not know you were
deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition that
you need a new pair of shoes.
2. Information search--
o Internal search, memory.
o External search if you need more information. Friends and relatives (word of
mouth). Marketer dominated sources; comparison shopping; public sources etc.

A successful information search leaves a buyer with possible alternatives, the evoked set.

Hungry, want to go out and eat, evoked set is

o chinese food
o indian food
o burger king
o klondike kates etc
8
 3. Evaluation of Alternatives--need to establish criteria for evaluation, features the buyer
wants or does not want. Rank/weight alternatives or resume search. May decide that you
want to eat something spicy, indian gets highest rank etc.
If not satisfied with your choice then return to the search phase. Can you think of another
restaurant? Look in the yellow pages etc. Information from different sources may be
treated differently. Marketers try to influence by "framing" alternatives.
4. Purchase decision--Choose buying alternative, includes product, package, store, method
of purchase etc.
5. Purchase--May differ from decision, time lapse between 4 & 5, product availability.
6. Post-Purchase Evaluation--outcome: Satisfaction or Dissatisfaction. Cognitive
Dissonance, have you made the right decision. This can be reduced by warranties, after
sales communication etc.
After eating an indian meal, may think that really you wanted a chinese meal instead.

Types of Consumer Buying Behavior

Types of consumer buying behavior are determined by:

• Level of Involvement in purchase decision. Importance and intensity of interest in a

product in a particular situation.
• Buyers level of involvement determines why he/she is motivated to seek information
about a certain products and brands but virtually ignores others.

High involvement purchases--Honda Motorbike, high priced goods, products visible to others,
and the higher the risk the higher the involvement. Types of risk:

• Personal risk
• Social risk
• Economic risk

The four type of consumer buying behavior are:

• Routine Response/Programmed Behavior--buying low involvement frequently purchased

low cost items; need very little search and decision effort; purchased almost
automatically. Examples include soft drinks, snack foods, milk etc.
• Limited Decision Making--buying product occasionally. When you need to obtain
information about unfamiliar brand in a familiar product category, perhaps. Requires a
moderate amount of time for information gathering. Examples include Clothes--know
product class but not the brand.
• Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or
infrequently bought products. High degree of economic/performance/psychological risk.
Examples include cars, homes, computers, education. Spend alot of time seeking
information and deciding.

9
 Information from the companies MM; friends and relatives, store personnel etc. Go
through all six stages of the buying process.
• Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying Behavior. Product can
shift from one category to the next.
For example:
Going out for dinner for one person may be extensive decision making (for someone that does
not go out often at all), but limited decision making for someone else. The reason for the dinner,
whether it is an anniversary celebration, or a meal with a couple of friends will also determine
the extent of the decision making.

A Consumer Buying Behavior Study allows you to get a more well-rounded picture of what else
is happening in your target audience’s lives that is causing them to want to buy. This type of
survey goes way beyond demographics to also look at things like life style, life stage and more.
For example, being a 45-year-old college-educated male is not going to cause you to be in the
market for a car. But being a 45-year-old college-educated male who is expecting his third child
just might.

10
 Chapter 4

Limitations Of The Study

11
LIMITATIONS :

The information for preparing this project have been collected very carefully and the main
sources of information is primary as well as secondary data. Although extra care has been taken
to avoid certain shortcomings, still there have been certain setbacks. Limitations faced while
conducting the research study are as follows:

❖ Collecting data properly from the shops become difficulty due to the time constraint.

❖ Busy schedule of the shop’s owner also effected to some extent.

❖ There is a chance for bias in the information given by the shops.

❖ There is a chance for bias in the information given by the dealers. The Study is limited
to only Dhemaji , Jonai, Biswanath Charali, Balipara, Itanagar and Naharlagun area.

❖ Lack of interest and support of the retailers also limit of the study.

❖ The data given by retailers may limit to their knowledge, feelings and awareness

❖ Some of the respondents were reluctant to provide some information which was asked in
the questionnaire.

12
 Chapter 5

Research Methodology

13
4.1. TITTLE OF THE STUDY:

“A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS LED LIGHTINGS WITH

SPECIAL REFERENCE TO DELTATRONICS ”

4.2. RESEARCH PROBLEM:

A Consumer Buying Behavior Study allows you to get a more well-rounded picture of what else
is happening in your target audience’s lives that is causing them to want to buy. This type of
survey goes way beyond demographics to also look at things like life style, life stage and more,
so to conduct a survey on consumers and to collect information from the shops is very tough
which created a problem in completing this research.

4.3. RESEARCH DESIGN:

The research design for the study is descriptive in nature. Descriptive research is used to
describe the characteristics of a population or phenomenon being studied. It doesn’t answer
about how/when/why the characteristics occurred. Rather it addresses the ‘what’ question (What
are the characteristics of population or situation being studied)? The characteristics used to
describe the situation or population is usually some kind of categorical scheme also known as
descriptive categories.

Descriptive research cannot describe what caused a situation. Thus, descriptive research cannot
be used to as the basis of casual relationship, where one variable affects another. It is used for
frequencies, average and other statistical calculations.

4.4. SOURCES OF DATA:

➢ PRIMARY SOURCE:
Through questionnaire.

➢ SECONDARY SOURCES:
Magazines, Reports and publication connectedwith the organization.

14
4.5. SAMPLE SIZE:
Sample size refers to number of respondents from which data are collected by asked them
question or ask them to fill a questionnaire. The sample size for this research is 50.

4.6. SAMPLING UNIT:

The sampling unit of the study was the the electric shops.

4.7. SAMPLING TECHNIQUE:

Sampling technique used in this research is simple random sampling. A simple random sample
is a subset of a statistical population in which each member of the subset has an equal probability
of being chosen. Dealers of Electronics products have been used as respondents for the sampling.

4.8. RESEARCH INSTRUMENTS:

The instrument used in this research is questionnaire.

4.9. QUESTIONNAIRE DESIGN:

The study has been conducted through questionnaires for the tourist. Each question was directed
towards the objective of the project. The questionnaire contained 12 questions. These types of
questions are of those types in which the interviewee is given multiple choice answers and is
asked to indicate which the most preferable answer is. Sincere efforts were also made to keep the
questionnaire short, simple and precise. Appropriate care is also taken about its structure and
format.

4.10. DATA ANALYSIS METHODS:

Tools of presentation and analysis:

➢ Tools of presentation: The tols of presentation are tables and figures that have
been used to represent the data.
➢ Tools of analysis: The tools of analysis used for analyzing the data in this
project are the percentage method.
.

15
4.11. RESEARCH AREA:

The reserch areas were Dhemaji, Jonai, Dimow, Biswanath Charali,

Balipara, Itanagar and Naharlagun.

4.12. METHOD OF DATA COLLECTION:

Information was collected by personally visiting the retailers and dealers of the
electrical items at their stores.

4.13: METHOD OF DATA REPRESENTATION:

Types of data representation used in this project are

• Bar diagram
• Pie chart.
4.14: CALCULATION METHOD:

Percentage Analysis Method.

16
 Chapter 6

Data Analysis And Interpretations

17
Table 6.1. Lifting capacity of retailers/ Dealer :

Options Numbers of respondents Percentage of respondents

Below 50pc 5 10%

50pc to 100pc 15 30%

100pc to 300pc 25 50%

Above 300pc 5 10%

Total 50 100%

Above 300pc Below 50pc

8% 8%

50pc to 100pc Below 50pc

34%
100pc to 300pc 50pc to 100pc
50% 100pc to 300pc
Above 300pc

Fig.6.1. Lifting capacity of retailers/ Dealer

Interpretation:

From the figure it is seen that 10% of the dealer’s lifting capacity is below 50pc , 30% Dealer’s
lifting capacity is 50pc to 100pc, 50% Dealer’s lifting capacity is 100pc to 300pc and 10%
Dealer’s lifting capacity is above 300pc.

18
Table 6.2. Factors influence the customer in purchasing of Ilumin LED:

Options Numbers of Respondents Percentage of Respondent

Quality 10 20%
Price 20 40%
Brand 10 20%
Brightness 10 20%
Total 50 100%

Brightness Quality
20% 20%

Quality
Brand
Price
20%
Brand
Price
40% Brightness

Fig.6.2. Factors influencing customer in purchasing of Iluminss LED

Interpretation:

From the figure it is seen that according to 20% of the respondents quality influences customer in
purchasing of LED, according to 40% price , according to 20% brand and according to 20%
brightness influences the customers inpurchasing of LED.

19
Table 6.3. Numbers of LED kept in shop according to brands :

Options Numbers of Respondents Percentage of Respondent

Phillips 10 20%
Ilumin 5 10%
Syska 20 40%
Bajaj 10 20%
Polycab 5 10%
Total 50 100%

25

20

15

10

0
Phillips Ilumin Syska Bajaj Polycab

Fig.6.3 Numbers of LED kept in shop according to brands

Interpretation:

From the figure it is seen that 20% of the respondents keep Phillips LED in their shop, 10% keep
Ilumin, 40% keep Syska, 20% keep Bajaj and 10% Polycab LED in their shops.

20
Table 6.4. Awareness about the Ilumin LED bulbs :

Options Numbers of Respondents Percentage of Respondent

Yes 10 20%
No 40 80%
Total 50 1000%

No

Fig.6.4. Awareness about the Ilumin LED bulbs

Interpretation:

From the figure it is seen that 20% of the respondents are aware about Ilumin LED bulbs and
80% of the tespondents are not aware .

21
Table 6.5. Highest demanded brand which customer asks first after entering the shop :

Options Numbers of Respondents Percentage of Respondent

Ilumin 5 10%
Syska 20 40%
Phillips 10 20%
Bajaj 10 20%
Polycab 5 10%
Total 50 100%

Polycab Ilumin
10% 10%
Bajaj
20% Ilumin
Syska
Syska
Phillips
40%
Phillips Bajaj
20%
Polycab

Fig.6.5. Highest demanded brand which customer asks first after entering the shop.

Interpretation:

From the figure it is seen that according to 10% of the respondents the customers asks first Ilimin
brand after entering the shop, accoding to 40% it is Syska, according to 20% Phillips , according
to 20% Bajaj and according to 10% Polycab.

22
Table 6.6. Customer reaction about the quality of Ilumin LED products :

Options Numbers of Respondents Percentage of Respondent

Very good 5 10%
Good 10 20%
Poor 30 60%
Satisfactory 5 10%
Total 50 100%

30

25

20

15

10

0
Very good Good Poor Satisfactory

Fig.6.6. Customer reaction about the quality of Ilumin LED products

Interpretation:

From the figure it is seen that according to 10% of the respondents the customer feel about the
quality of Ilimin LED products is very good, 20% feel good, 60% feel poor and 100% feel
satisfactory.

23
Table 6.7. Offers appreciated by customers :

Options Numbers of Respondents Percentage of Respondent

Cash discount 30 60%
Combo offers 5 10%
Gift vouchers 5 10%
Exchange offer 5 10%
Free application 3 6%
Finance offer 2 4%
Total 50 100%

Finance offer

Free application

Exchange offer

Gift vouchers

Combo offers

Cash discount

0 5 10 15 20 25 30

Fig.6.7. Offers appreciated by customers

Interpretation:

From the figure it is seen that according to 60% of the respondents cash discount is appreciated
by customers, according to 10 % it is combo offers, according to 10% it is gift voucher,
according to 10% it is free application , according to 6% it is free application and according to
4% it is finance offer.

24
Table 6.8.: Problems faced in using Ilumin LED bulbs :

Options Numbers of Respondents Percentage of Respondent

Yes 40 80%
No 10 10%
Total 50 100%

Yes

Fig.6.8. Problems faced in using Ilumin LED bulbs

Interpretation:

From the figure it is seen that 80% of the people faced problem in using Ilumin LED bulbs and
20% people didn’t face any problem.

25
Table 6.9. Advertisement which attracts the customers most :

Options Numbers of Respondents Percentage of Respondent

Celebrity advertising 20 40%
Banners 10 20%
Hoardings 5 10%
TV ads 10 20%
News paper ads 5 10%
Total 50 100%

News paper ads

10%

TV ads
20% Celebrity advertising Celebrity advertising
40%
Banners

Hoardings Hoardings
10% TV ads
Banners
20% News paper ads

Fig.6.9. Advertisement which attracts the customers most

Interpretation:

From the figure it is seen that according to 40% of the respondents celebrity advertising attract
the customers most, according to 20% banners, according to 10% hoardings, according to 20%
TV ads and according to10% news paper ads attract the customers most.

26
Table 6.10. Reasons for preference of Ilumin LED over other brands :

Options Numbers of Respondents Percentage of Respondent

Product quality 5 10%
Price 20 40%
Customer demand 5 10%
Better scheme from company 10 20%
Replacement issue 10 20%
Total 50 100%

25

20

15

10

0
Product quality Price Customer Better scheme Replacement
demand from company issue

Fig.6.10. Reasons for preference of Ilumin LED over other brands

Interpretation:

From the figure it is seen that according to 10% of the respondents because of product quality
they prefer Ilumin LED over other brands, according to 40% because of price , according to 10%
because of customer demand , according to 20% because of better scheme from the company and
according to 20% because of replacement issue.

27
Table 6.11. Opinion about Ilumin LED bulbs by the retailers :

Options Numbers of Respondents Percentage of Respondent

Good 5 10%
Very good 5 10%
Satisfactory 20 40%
Bad 15 30%
Very bad 5 10%
Total 50 100%

25

20

15

10

0
Good Very good Satisfactory Bad Very bad

Fig.6.11. Opinion about Ilumin LED bulbs by the retailers

Interpretation:

From the figure it is seen that 10% of the respondents think good about the brand Ilumin bulbs,
10% think very good, 40% think it is satisfactory, 30% think bad and 10% think very bad.

28
Table 6.12.Factor influencing in buying decision of customers of LED bulbs :

Options Numbers of Respondents Percentage of Respondent

Price 20 40%
Quality 10 20%
Brand 10 20%
Offers 10 20%
Total 50 100%

Offers
20% Price
40%
Price
Brand Quality
20%
Brand
Quality Offers
20%

Fig.6.12.Factor influencing in buying decision of customers of LED bulbs

Interpretation:

From the figure it is seen that according to 40% of the respondents price is influencing factor in
buying decision of customers of LED bulbs, according to 20% it is quality, according to 20% it
is brand and according to 20% it is offers.

29
 Chapter 7

Results & Findings

30
 RESULTS AND FINDINGS

❖ From the survey, it is evident that only 50% of the dealer’s and retailer’s lifting capacity
is 100pc to 300pc.

❖ According to 40% of the respondents price influences the customers in purcgasing of

LED.

❖ 40% of the respondents keep Syska LED in their shop.

❖ 80% of the respondents are not aware about the Ilumin LED bulbs.

❖ 40% of the customers ask about Syska brand first after entering the shop.

❖ 60% of the customers feel poor about the quality of Ilumin LED products.

❖ According to 60% of the respondents cash discount is appreciated by the customers.

❖ 80% of the people have faced problems in using Ilumin LED bulbs.

❖ According to 40% of the respondents celebrity advertising attract the customers most.

❖ 40% of the people prefer Iumin LED over other brands because of price.

❖ 30% of the respondents think bad about the brand Ilumin bulbs.

❖ From the survey it is found that the majority (40%) of the respondents agree that price is
the main factor followed by the brand recognition and quality of the product which plays
major role in the buying decision of the consumers.

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 Chapter 8

Recommendations

32
 RECOMMENDATIONS

❖ The company can make such arrangement or take such initiatives so that brand awareness
is created among dealers and customers for the brand.

❖ The company can also take some action to give more offers to the dealers and customer
so that the dealer stock their products.

❖ The company can focus more on advertising to create brand image.

❖ The company can ensure future development by giving more focus on promotional
activities.

❖ The company can take initiative to compete with other brands.

❖ The company can ensure future development by giving more focus on promotional
activities.

❖ In order to increase the sale of Deltronics LEDs , they should provide credit facility to
their retailer.

❖ Attractive schemes must be launched by company in order to attract lower, middle class
customer.

❖ To increase the market share Deltatronics has to impove their after sale service.

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 Chapter 9

Conclusion

34
 CONCLUSION

To complete the project, both favorable and unfavorable responses from the respondents have
been received. The need was identified in the form of findings and suitable suggestions were put
in the form of recommendations.

.From the study it can be concluded that the overall satisfaction for Ilumin brand is not that
good.consumers are not satisfied about the brand image of the company.

But focus needs to the placed on advertising and promotional activities. This is sure to improve
the success of the company.

It can be concluded that the retailers were satisfied with the stock delivery and emergency order
to some extent. Meetings should be organized time to time by the company for the retailers to
get their valuable feedbacks and suggestion time to time.

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 Chapter 10

Bibliography

36
 BIBLIOGRAPHY

1. C.R. Kothari , Research Methodology , Edition - 2009 , New Age international Pvt Ltd
Publishers.

2. Philip Kotler, Keven Lane Keller , Marketing Management ,15th Edition , Pearson
Education.

WEBSITES

1. www.academia.edu
2. www.wikipedia.com
3. www.scribd.com
4. https://deltatronics-inc-corporate-office.business.site/

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 ANNEXURE 1-QUESTIONNAIRE

Name of the Shop ..............................................................................................................................

Contact no. ........................................................................................................................................

( Instruction – Please give a tick on the preferred option only )

1. Lifting capacity of retailer/Dealer?

(a) Below 50pc
(b) 50pc to 100pc
(c) 100pc to 300pc
(d) Above 300pc
2. What factors influence customers in purchasing of LED?
(a) Quality
(b) Price
(c) Brand
(d) Brightness
3. Which of the following brand of LED do you Prefer?
(a) Phillips
(b) Ilumin
(c) Syska
(d) Bajaj
(e) Polycab
4. Are you aware about the Ilumin LED bulbs?
(a) Yes
(b) No

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5. Which brand customer asks first after entering the shop?
(a) Ilumin
(b) Syska
(c) Phillips
(d) Bajaj
(e) Polycab

6. What do customer feel about the quality of Ilumin LED bulbs ?

(a) Very good
(b) Good
(c) Poor
(d) Satisfactory
7. Which of the following offers are appreciated by customers?
(a) Cash discount
(b) Combo offers
(c) Gift vouchers
(d) Exchange offers
(e) Free application
(f) Finance offer
8. Do you face any problem in using Ilumin LED bulbs?
(a) Yes
(b) No
9. What type of advertisement according to you attracts the customers most?
(a) Celebrity advertising
(b) Banners
(c) Hoardings
(d) TV ads
(e) News paper ads

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10. Why do you prefer Ilumin LED bulbs over other brands?
(a) Product quality
(b) Price
(c) Customer demand
(d) Better scheme from the company
(e) Replacement issue

11. What do you think the brand Ilumin bulbs?

(a) Good
(b) Very good
(c) Satisfactory
(d) Bad
(e) Very bad
12. Which factor is influencing in buying decision of customers of LED bulbs?
(a) Price
(b) Quality
(c) Brand
(d) Offers

40