Buying Be havior of consum er towards Br anded Pest Manage ment Services .

With Spe cial Reference to

PROJECT
REPORTAT

BANGALOR
E
A Project Report submi tted i n partial ful fill ment of the requi rements for the award
of the degree of

MASTER OF BUSINESS
ADMINISTRATION
(INDUSTRY INTEGRATED)

TO

MADURAI KAMARAJ UNIVERSITY,

MADURAI

BY
PRAVEEN KUMAR
GUPTA
Reg No. A8753401

UNDER THE GUIDENCE OF

Prof. SUNIL D.
ANTO

15,18 TH MAIN, JP NAG AR, 7 TH PHASE, B ANG ALO RE

JULY 2009

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

Certificate
This is to certify that the project report at

GODREJ HICARE LIMITED, BANGALORE

Submitted in Partial fulfillment of the requirements for the award of the

degree of

MASTER OF BUSINESS
ADMINISTRATION
(INDUSTRY INTEGRATED)

TO

MADURAI KAMARAJ UNIVERSITY,

MADURAI
Is a record of bonafide Training carried out by

PRAVEEN KUMAR
GUPTA
Under my supervision and guidance and that no part of this report has been
submitted for the award of any other Degree/Diploma/fellowship or other
similar titles or prizes.

FACULTY
GUIDE
Signature:______________

NAME: Prof. Sunil D. Anto

Qualific ation:
MBA

Signature & Se al of the Le arning

Centre

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

STUDENT’S
DECLARATION
I hereby declare that the project report conducted at

GODREJ HICARE LIMITED,

BANGALORE
Under The Guidance Of
Prof. SUNIL D.
ANTO
Submitted in partial fulfillment of the requirement for the Degree of

MASTER OF BUSINESS
ADMINISTRATION
(INDUSTRY INTEGRATED)

TO

MADURAI KAMARAJ UNIVERSITY,

MADURAI.

Is my original work and the same has not been submitted for the award of any
other Degree/Diploma/fellowship or other similar titles or prizes.

PLACE: Bangalore Praveen Kumar Gupta

DATE: Reg. No. A8753401

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

ACKNOWLEDGEMENT

I take this opportunity to express my profound gratitude to Mrs. P arneet Chawl a of

Godrej Hi CARE Limited, Bangalor e for providing a project that is more of application

oriented and give me practical insight into what I have re ad as t heory in books .

I am very grateful to my faculty guide Prof. Sunil D Anto & Prof. Mrs. Manis ha
Tripathi for their guidance and constant support.

I wo uld like to thank Mrs . Bhagyal axmi who provi ded as sistance i n t he best poss ible
manner whene ver required.

Lastly, I would like to extend my deep regards to my parents, friends, and Almight y for

their constant encouragement and support.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

Title of Research work

“Study the Buying behavior of Consumer (B2B) towards Branded Pest Management

Services” (A s tudy wit h special reference to Godre j HiCare Limited Cunningham Branch,

Bangalore)

4.1 Statement of research problem:

To know the bes t buying behavior and demand of the consumer it was required to talk to the

decision maker who actually decide that with whom and on what benefit one should buy the

services from a specific Company/Vendor. But while doing this research works the major

research problem are:

1. Consumers buy their product to Whom & Why.

2. The availability of decision maker who actually decides that to whom and why they got

into the contract with specific Vendor.

3. Consumer usually says something else and does something else, considering this I have

to find out the exact buying behavior of cons umer towards Pest Management Ser vices.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

SCOPE OF THE STUDY:

This study is to put into practices the theoretical aspects of the res earch.

This research study helps in finding out the requirements of differ ent companies.

This disser tation will help the companies by getting information from the customers

about their selling strategy as well as other factors.

This project will be useful to the management student and others who may want to widen

their horizon.

4.2 Statement of research objective

To study the buying behavior of customers who are interested in render ing these ser vices.

To deter mine the major factors influencing the buying decision process of the target

group.

To set out the semi bas ic marketing implication for the marketers to cater to different

need of the target group.

To know about whether customer pay for this ser vices according to their safety

requirements or according to their budget.

To identify and evaluate the factors responsible for enhancing the sales of pest

management services.

To serve as a guideline for further research in this area.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

Hypothesis testing in this study is as

follows:
1. Customer buys the product based on brand name.

2. Customer re- buy the product only when they satisfied with the services of their current

vendor.

3. The customer’s satis faction will help to get the loyal consumer.

4.3 Research design and methodology

A res earch design is the arrangement of the condition for all collection and analyses data in

a manner, which aims to combine the relevant information to all research purposes.

A research design in s imple ter ms is framework or a plan for a study that helps to collect

and analysis data.

SOURCES OF DATA

PRIMARY DATA

Pr imary data from respondents by using questionnaires in different areas in the

Bangalore city.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

As Bangalore is a cosmopolitan city, the data from the city can be extended to other

parts of the countr y because Bangalore can be represented as a par t of population in

India because people have settled from different part of the countries.

SECONDARY DATA

Secondary data collected from the company librar y, I nternet and some reference books.

The secondary data helps in better formulation of str ategies and helps in presenting the

desertion in a systematic way.

SURVEY METHODOLOGY AND IMPLEMENTATION:

The project was a part of on the job training where in I have to visit var ious companies

and cons tantly interact with the managers, employees and the customers visiting the company.

The repor t was prepared based on the exper ience gained by the cons tant interaction with the

customer and the employee. Questionnaire was distributed to the customers and cus tomer was

made aware of the services of the company.

Following were the methodology involved in collecting the infor mation required for my

project.

A questionnaire to study the buying behavior of the cus tomers in Bangalore also

des igned.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

A questionnaire with the help of Godrej HiCar e was designed to the risk taking ability of

the customer s. This is based on the marketing concept of “identify the need and fill the

gap”.

The data was collected from the customers who call the service centre and by visiting

their places.

FOLLOWING ARE THE DETAILS OF THE RESEARCH WORK:

a. Population : Various companies in Bangalore city

b. Sample unit : Persons residing in Bangalore

c. Sample s ize : 60

d. Sampling technique : Simple random sampling

e. Method of collecting data : Through administer ing questionnaire

f. Sample plan : People vis iting the companies.

g. Research Type : Descr iptive.

LIMITATIONS OF THE STUDY:

As ever y activity has its own limitation, this study is also confined to some limitation.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

a. The survey of the study is limited to Bangalore city only.

b. The study constrained as the sample s ize is restricted to 60 only.

c. This study is representative of the universe. Hence any generalization must, therefore be

made carefully.

4.4 Analysis of data

No. of Customer interested i n usi ng Branded Pest Management Services:

Type of
Custome rs B anks IT Hospitals Re tails Gove rnme nts Hote ls Othe
rs

Total No. of
Custome 8 12 10 5 4 10 11
rs
Total no. of
Cus tome
inte
r re ste d
intaking the
se rvice
BRANDED
from
Company 5 8 9 3 1 6 6

Pe rce 62 67 90 60 25 60 55
ntage(%)

Fig: 03

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

Graphica l Representation of
Pic:03
DATA ANALYSIS AND INTERPRETATION :

Inference:

62% of the customer in the Banking sector interviewed showed pos itive response towards

branded pest management ser vices provider. But the major problem with banking sector

is they consider that once they get into the contract the ser vice provider need to take care

of all the pest related issues. And the other issue with them is they don’t want to pay

more for the Pest management ser vices because they do not budget a big amount for this

services.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to
67% of the customers from IT sector shown the interes t towards Branded Pest

Management Ser vice provider. The main reason for them is to use branded is they only

look for quality and they consider that quality comes from the brand only. And as far as

cost is concern they would not mind to pay little extra for quality.

90% of the customers of health care industry were interested in Branded Pest

Management Ser vice provider. These were mostly recognized hospitals that have greater

responsibility towards their patients. They want to invest extra in pest management

services so that their patients remain healthy. They do not want to take any kind of extra

pressure & risk by giving the ser vice to any local vendors.

60% of the customers from retail sector want to take the ser vice from branded company

but major concern for them is they do not work on lar ge profit margin that is why they

have ver y limited budget for Pest management services and Branded company char ge

very huge pr ices for the ser vices. But they also accept that local vendor can not solve

their problem to large extent.

25% of the customers from government sector were willing to take the service from

Branded ser vice provider. But being a government body 75% of consumer said that will

prefer to go with local vendor because of low pr ice and along with that Branded company

charge high pr ice & government or ganization have their own restriction and they can not

pay more for this pest management ser vices.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

60% of the customer from hotel industr y will prefer to take the ser vices from Branded

Pest management ser vice provider but for them the major concer ns are that branded

company will charge huge cost. But they are even ready to pay that cost because they

consider that they can send the technician as per consumer requirements. Because hotel

industry always asks the service at late night which most of the vender can not provide.

The other reason is that they do not go with br anded people because most of the time they

do not send same technician all the time and this create a big problem for hotel s taff

because, once again they need to explain everything to the new technician that where and

all he need to do the services.

Number of persons responded to services while interviewing

Cockroach Rodents Termite Wood Bedbugs Fly

Services services services borer service Catcher

service Machines

18 16 8 6 8 4

Table-04

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

Inference:

The major problem customer`s face is cockroach problem and for this Godrej is using

Intelligel treatment which is used in US and which is very effective.

All the chemicals Godrej is using are WHO approved chemicals, and are non hazardous.

The next major problem is rodent(rat) problem, for this Godrej uses 3 kinds of treatment

those are

Baiting

Trapping

Feeding

The next is ter mite treatment, Godrej is providing 2 kind of treatment those ar e pre

construction and post cons truction.

Apart from these treatments Godrej is giving services for disinfestations from Bedbugs

and flies.

Customer buying behavior towards Branded & Non-Branded Pest

Management Service Provider:

Branded Non-Branded

63%(38) 37%(22)

Table-05

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

Graphical Representat ion of Table-05

Inference: As per the above graph it is clearly understandable that there is a huge market

for branded Pest Management Services pro vider. But along with that major par t of non-

branded consumer are taking the ser vices from local vendor because of budget constrain. I n 37%

(Non- Branded) services user are a small Hospitals, Hotels or small scale industr y. But if the

Branded Company will reduce their cost under special consideration & the good “Customer

Relations hip Management” for SSI then the major part will be under branded Pest management

services provider. Now reducing the pr ice will lead to different problem in market so, for

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to
avoiding that problem company can give a special discount with mutual understanding to

SSI`s(or under good CRM process) can give a huge market.

4.5 Summary of Findings:

While doing the s urvey or for collection of pr imary data it was a nice experience t hat most of the

organization ware interested to give the detail of question without any problem I got most of the

Buying behavior of customer.

Customer not only look for services but they also look for continues touch or response of the

people who are doing the ser vices as well as with whom they got into relationship. From most of

the cus tomer I got the infor mation that once they sign the contract then that sales person never

tur n back to ask about the services.

The other most concerned problem the cons umer face is that the company never sends the same

technician for the entire visit. Cus tomers expect one technical person for their premises because

they would not feel comfortable to show their premises to so many technical people and

sometime they canceled the contract for same reason.

Customers are more comfortable to give Pest management ser vices to those companies who are

also providing some other facility like cleaning and security. 90% of customer said that they will
prefer to give the contract to “ Integrated service provider ”, because they cons ider it by giving all

the ser vices related work to one company/vendor will save their time as well as money.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

CHAPTER-5

SUMMAR
Y &
CONCLUSIO
N

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

5.1 Summary of Learning Experience

It was a wonder ful learning experience while working with Godrej HiCare Ltd. This was my first

experience in ser vice industry. And while doing this project work or my Internship work in this

company I got a huge expos ure in Bangalore Corporate wor ld. One thing was r eally interesting

to express that while doing my inter nship wherever I went to present our company & company`s

services I got a ver y nice response & that is because of the brand name of Goderj HiCare Ltd.

I can say that a good brand gives you good corporate image & respect while working with it. The

most impor tant part of my lear ning exper ience is the work culture and the cooperation from my

seniors and my colleagues. They ware wonderful and I never faced any problem while doing my

inter nship in Godrej HiCare ltd. Because whenever I find that I am in problem, then I find that

my seniors as well as my colleagues ware there for me to solve it.

In most of the or ganization employee run a lot to get their business but in Godrej HiCare Ltd,

bus iness comes by their own. This is because the Godrej brand has got so much to say about its

brand image and quality by itself. The second wonderful thing was even we ( as a company) do

some mistakes, then also customer do not leave us because they know that the bes t ser vice the y

can get from Goderj HiCar e Ltd only.

I would like to give special thanks to Regional Head Sales (Commercial, South-1) Mrs. Parneet

Chawla & National Head (Key Account) M r. Kiran K . for their s upport.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

5.2 Conclusion and Recommendation

Conclusion
While doing the Survey for “Consumer Buying Behavior towards Branded Pest Management

Services” with special reference to Godrej HiCare Ltd., I came to know about so many thing but

among this the major issue for br anded company is the Costing & Response time. Most of the

company`s are ready to pay little extra to make their premises pes t free but they have come

across some bad exper ience with branded company. The major issue for them was that “once the

sales person got their business they never turned back to take the feedback of the services &

whenever we(Customer) call them to talk about the problem they(Sales Person) use to give some

other contact number, saying that ‘you need to talk to technical person’ .

Even Mos t of the organization specially Hotel & Hospital industry want the technical people to

be well dressed because it is about their own image and their business is also depends on

“Customer Satis faction” & that is why they prefer to get in relationship with Branded company.

One most important buyer beha vior came into light that customer want to get in relationship with

those company who are “integrated ser vice provider”. Like they said they will prefer to get in

relationship with those companies who will solve their entire Services related problem.

Now, s ince HiCare is a part of ISS so, for Hicare there is a huge market specially in IT, Hotel &

Health Care industr y.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

Recommendation:
Factors responsible for enhancing the sales for Branded company of Pest
management services by understanding the buying behavior of Consumer:

By giving the assurance that only branded company can solve there problem.
By understanding the time when consumer renew the services & update your data

according to the infor mation.

By giving them proper follow up.

By giving a profess ional look to our own people (Operation people, Sales People

& Technician).

By ass uring that specific premises is being taken care by specific technician rather

then sending different technician to one premises.

By understanding the need of the customer.

By providing the corporate status like, what is our (as a Hicare) status in Pest

Management I ndustr y & where do we stand & why do we stand at that position.

By reducing your response time to cus tomer enquir y.

By concentrating for making loyal customer rather then making customer.

By recruiting exper ienced sales force who unders tand Customer Relationship

Management.

By giving them the option that Hicare can provide the “I ntegrated ser vice

solution”.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

ANNEXURE

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

Dear Sir/ Madam,

I am Praveen Kumar Gupta student of Bangalore School of Business , Bangalore , carr ying

out a project entitled, “St udy the Buying behavior of Cons umer (B2B) towards Pest

Management Services” (with special reference to Godrej HiCare Limited, Cunningham

Branch, Bangalore) in partial fulfillment of the requirement of the 3 rd Semester of MBA course

of Madurai Kamraj University. I request you to help me in completing the project, by filling in

the following ques tionnaire. I assur e you that all the information provided by you will be kept

strictly confidential and used for academic purpose only.

Thanking you,

Praveen Kumar Gupta.

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to
QUESTIONNAIRE

1) Name & Address: ______________________________________________________

_______________________________________________________________________

2) Occupation: ___________________________________________________________

3) Industry Type: _________________________________________________________

4) Age:

a. 18years- 25years [] b. 26years- 35years [ ]

c. 36years- 45years [] d. 46years- 55years [ ]

e. 56years- 65years [] f. 66yaers & above

[]

5) While render ing the services, what ar e the cr iter ia that you look for?

a. Brand name [] b. Quality

[ ]

c. Credit [] d. Others
[ ]

6) When do you change/renew your Pest Management Ser vice:

a. 1st Quarter ( F rom Apr il to June) [ ]

b. 2nd Quarter ( From J uly to September) [ ]

c. 3rd Quarter ( From October to December) [ ]

d. 4th Quarter ( From January to March) [ ]

e. When not satisfied with services [ ]

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to
7) What attracts you most from specific company or ser vice provider :

a. Quality service with less fr equency []

b. Average ser vice with more frequency []

c. Provider should provide the ser vice as & when r equire []

d. All the services provided by one company []

(Cleaning, Pes ts Management, Security & Catering)

8) How much it is important for you that service provider (Technician) should be well groomed

while doing the ser vice at your premises:

a. Very I mportant
[]

b. Somewhat I mportant []

c. Not I mportant
[]

d. Do not care
[]

9) How important is for you that the “technician” who come for the ser vice a t your premises

would be same all the time:

a. Very I mportant
[]

b. Somewhat I mportant []

c. Not I mportant
[]

d. Do not care
[]

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

10) What among the following factors that influence you to go with pest management se r vice:

a. Does not know how to control pest [ ]

b. Safety purpose [ ]

c. Legal laws
[ ]

d. To main the image of company [ ]

11) How would you select your vendor?

a. Personal experience
[ ]

b. Competition Analysis [ ]

c. Cost Analysis
[ ]

d. Reference
[ ]

12) What service do you manly look from your ser vice provider?

a. GPMS [ ] b. Rodent Management [ ]

c. Bedbugs Management [ ] d. Mosquito Management [ ]

e. Integrated Ser vices [ ] f. Any 2 or 3 combination of above [ ]

(All together )

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

13) Cur rently you are taking Pest management Ser vices from:

a. Branded Company [ ] b. Local Vendor [ ]

14) How would you choose your vendor when you have two or more BRAND alter natives?

a. Price Comparison
[ ]

b. Past Exper ience

[ ]

c. Response time
[ ]

d. Feedback from Other company of same industry type [ ]

e. Others (Please Specify the reason)__________________________________.

15) How much do you agr ee with the statement that “ Brand provides the quality services”

a. Strongly Agree [ ]

b. Somewhat Agree
[ ]

c. Neither Agree nor Disagree

[ ]

d. Somewhat Disagree
[ ]

e. Strongly Disagree [ ]

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Buying Be havior of consum er towards Br anded Pest Manage ment Services . With Spe cial Reference to

16) Would you or your management mind to pay little extra if you ar e getting good quality

services through branded company:

a. No [ ] b. Little extra can afford

[ ]

c. Depends on Budget [ ] d. Yes

[ ]

…Thank you for your time

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