1

CHAPTER 1

INTRODUCTION

Anchor name is inextricably woven into the fables of India. From a simple rural dweller in a newly electrified village to a modern urban resident in a blistering metro. Anchor offers a wide range of choice to them all at affordable price. In fact value-based products to suit diversed installation needs.

In diversed places like modern flats, villas, bungalows, offices, hotels, hospitals, airports, laboratories, auditoria, sports complexes, commercial premises, cultural centres and industrial factories. By fusing formidable engineering skills with innovative talents, harnessing men and materials to build products of value. No wonder leading architects, interior decorators and electrical contractors relay on the Anchor products for their diverse needs.

The study had been conducted to establish awareness, opinions, expectations of traders in dealing with Anchor electrical products.

Due to decrease in sales of Anchor for past two years and entry of competitive and fake products in to the electrical market, the Kalpana Electricals authorized distributor of Anchor Electrical products is interested to identify the traders opinion and their expectations in dealing with Anchor products.

2 Successful companies take an outside inside view of their business. Recognizing that the marketing environment is constantly presently new opportunities and threat and to understand the importance of continuously monitoring and adopting to that environment.

The aim of study is to learn about the dealers perception and attitude towards dealing and products and their by to meet and satisfy target customers (Traders) needs and wants. Only then one can stand to profit from understanding how and why their customers buy.

The most important thing is to forecast where customers are moving and to be in front of them - Philip Kotler.

The survey provides insights to improve upon the marketing strategies and to overcome the various problem areas identified during the study. Traders satisfactory level is also studied to know about the present level of satisfaction about anchor products.

The information had been generated through self administered questionnaire using personal interview technique.

The survey focuses on in-depth understanding of clients needs and why the research is required, thus ensuring professional development of projects to generate precise solutions.

3 STATEMENT OF PROBLEM

Decrease in sales of Anchor products for past two years and entry of competitive and fake products in electrical market with new features, promotions had made the concern interested to identify the traders expectation towards anchor.

The firm also had a future plan to open exclusive electrical showroom dealing anchor products and hence the market survey could be the best possible source to know about electrical traders perception and their expectation towards Anchor products.

The project also try to study the existing dealers presence in the market.

SCOPE OF STUDY

The study on traders provide knowledge to improve upon the marketing strategies, and to overcome the various problem areas identified during the study.

The survey throws light upon 4 ps of marketing factors as of product, price, place and promotion. It enables to understand traders satisfactory level on these marketing factors. The data collected could be enhanced to develop syndicated services.

1.1 COMPANY PROFILE

Kalpana Electricasl a reputed sole proprietorship concern established in the year 1984 by Mr. M. Rathinaswamy at Tirupur a leading industrial city in South India. The acronym Kalpana Electricals is synonymous with quality, commitment and service.

The concern is reputed both in wholesale and retail field. They are authorized sole distributor of Anchor electrical products They also deal with nearly 5000 items. 120 electrical traders are their regular clients. There are nearly 300 commercial clients. Their area of dealing includes in and around Tirupur, and to a small extent in Avinashi and Palladam.

Their sales turnover cost Rs.60,00,000 includes both cash and credit sales. Their advertisement expenditures cost Rs.25,000 yearly.

CLIENTS

Kalpana Electricals services has an impressive client list. A few of those delighted clients include. Electrical Traders Industries Domestic households Agriculturist

AWARDS

Best seller award in the year 2000 from Anchor Daewoo industries Ltd. (Mumbai). Prompt payment award in the year 2001 from Prince marketing. (Mumbai). Prompt payment award in the year 2002 from Pramukh Marketing (Bangalore).

FUTURE PLANS

To start an exclusive electrical showroom dealing Anchor products with investment nearly of Rs.10,00,000, with an expecting turnover of Rs.50,00,000.

VISION

To grow as a multi-level electrical supplier of quality products with better distribution and excellent service.

MISSION

6 To excel in this competitive world and achieve these goals with input as knowledge, tools and planning.

1.2 REVIEW OF LITERATURE

A study on brand awareness of consumers towards Tiger Biscuits with reference to Chamundi Foods (P) Ltd. had be done to analyse the awareness level of consumers.

A study on dealers perception towards gem switch gear in Erode and Salem districts had been conducted. The main aim of the study is to know about the brand popularity among dealers. It also aims the way through which sales can be increased.

There had been commendable progress in the power industry during last five decades. Electrical power sector is an important sector of Indias infrastructure and its expansion is essential for success of Indias economy liberalization efforts.

A study on traders perception and expectation towards Anchor Products in Tirupur had been conducted to analyse the traders satisfaction level. The study also aims at

Identify the fast moving brands of Anchor products. Identify the traders opinion in dealing with Anchor products.

PRODUCTS DEALT IN KALPANA ELECTRICALS

1.3 PRODUCT PROFILE

ANCHOR

GEM

PHILLIPS M

CROMPTON Li

DASPAN F Switches M Fan W Wires

BAJAJ rons

Switches ( Deluxe, Penta, Pearl, Noa, Roma Woods) Mains,Fuse units MCBs, DB Boards. Lighting Luminaires Light Fixtures Wires Energy Meters

KHAITAN, POLAR, ORIENT I Fans I

PRINCE

ains

C hange overs S tarters F use Units M CBs

ghting Luminarie s& Fixtures

ans

otors

mmerson Heaters

PVC Pipes, fittings (water)

ater Heaters

C eiling Fans

ighting Luminaries & Fixtures

L Light Fixtures

AHUJA

SAMSON

SHARP

MK

MDS

GOOD

CPBathroom Fittings

CFL lamps

Motor & Pumps, Water level controller

Domestic Modular Range switches

MCBs, DB boxes

YEAR V- Belt, Rubber Belting

India meter Energy Meters

TNT GI pipes

STAR

SWR PVC fittings

E-FAB Wires, MCBs, Light Fixtures

AVON PLAST PVC Pipes (Wiring and water)

VIJAYA PVC Wiring accessories

10

CHAPTER 2 OBJECTIVES

Primary Objectives

To identify dealers perception and expectation towards Anchor products.

Secondary Objectives To identify fast moving brand of Anchor products at the dealers point. To identify the factors that influence the traders to deal with concern. To know the traders opinion in dealing with Anchor products.

11

CHAPTER 3 RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

The research embraces descriptive research. The purpose is to provide an accurate snapshot of some aspect of the market environment, such as Traders evaluation of the attributes of the product Traders expectation in future dealing

A great deal of data had been collected through survey method. Multimedia data collection, including observation, visual cues and self administered sections.

3.2 SOURCE OF DATA

The sources are both primary and secondary sources. Primary data have been collected by means of administered questionnaire. The questionnaire consists of particulars like fast moving brands in the market, insisting brand by the customers, recommended brands by the traders, price and promotion tools expected etc.

12 A great deal of primary data is collected through direct survey. The survey method includes personal interview with questionnaire. Secondary data collected through internal records and internal sources.

Internal Records Sales results Marketing inputs Cost information Traders reports & feedback Customer feedback

External Sources Trade Association annual reports Internet

Scaling Technique Rank-order scaling technique has been used to rank the fast moving brands in the market. It enables to make direct comparisons among competing alternatives.

Questionnaire The questionnaire includes both open ended and closed ended with multiple choice.

13

Open-ended questions enables wide range of responses, surprising frequency with which people write marginal comments in mail surveys. Multiple choice questions are easier to respond, their tabulation and analysis are much easier.

Census Survey The survey had been conducted on entire electrical traders in Tirupur.

3.3 DATA COLLECTION METHOD

Door Door- Interviewing with self administered questionnaire.

Fieldwork is actual data collection operation. Data is collected through administered questionnaire. The respondents were asked to reveal their opinion regarding the satisfaction level of various facilities provided by the concern. Also there are asked to rank the fast moving brands in the market.

3.4 TOOLS OF THE STUDY

Simple percentage calculation, simple ranking and chi-square method are the statistical tools used for the analysis.

14

3.5 LIMITATION OF THE STUDY

Non-response errors due to refusals or inaccuracy in response. Traders refuses to respond or co-operate during the survey. They feel that the survey is an invasion of their privacy.

Time pressure These respondents who initially were relectant to participate because they were busy become anxious about the time that seems to be required.

Interviewee and Respondent bias decrease the accurate response rate.

Survey cost depend on multitude of factors, the amount of professional time required to design the questionnaire length, availability and interest of the respondents increases the cost of the survey.

The survey is limited to Tirupur town alone and the study cannot be generalized to other geographical locations.

15

CHAPTER 4 DATA ANALYSIS AND INTERPRETATION

4.1 ANALYSIS OF DATA

TABLE 4.1.1 NO.OF YEAR IN THE ELECTRICAL BUSINESS S.No. 1 2 3 4 5 Period Below 2 yrs 2-5 yrs 5-10 yrs 10-15 yrs Above 15 yrs Total No. of Respondents 23 30 21 21 15 110 Percentage 20.9 27.3 19.1 19.1 13.6 100.0

INFERENCE It is found from the above table that 21% of the respondents have below 2 years of experience in the Electrical business, 27% of the respondents have 2-5 years of experience, 19% of the respondents have 5-10 years and 10-15 years of experience and 14% of the respondents have above 15 years of experience.

CHART NO: 4.1.1 NO.OF YEAR IN THE ELECTRICAL BUSINESS

16

No. of Respondents

23 30 110 15 21 21

1 Below 2 yrs 2 2-5 yrs 3 5-10 yrs 4 10-15 yrs 5 Above 15 yrs 5 Total

TABLE 4.1.2

17 BRANDS DEALING S.No. 1 2 3 4 5 6 Brand Name Anchor Kundan Daspan E-Fab Lisha Million Total No. of Respondents 96 65 80 42 3 1 287 Percentage 33.4 22.7 27.9 14.7 1.0 0.3 100.0

INFERENCE It is found from the above table that 33% of the respondents deal with Anchor brand, 23% of the respondents deal with Kundan brand, 28% of the respondents deal with Daspan brand, 15% of the respondents deal with E-Fab brand, 1% of the respondents deal with Lisha brand and 0.3% of the respondents deal with Million brand.

CHART NO:4.1.2 . BRANDS DEALING

18

No. of Respondents

96 65 287 1 3 42 80

1 Anchor 2 Kundan 3 Daspan 4 E-Fab 5 Lisha 6 Million 6 Total

TABLE 4.1.3 PURCHASE PLACE OF ANCHOR PRODUCTS

19 S.No. 1 2 3 Purchase Place Tirupur Other areas Directly from company Total No. of Respondents 88 15 7 110 Percentage 80.0 13.6 6.4 100.0

INFERENCE It is identified from the above table that 80% of the respondents purchase the Anchor electrical products in Tirupur, 14% of the respondents purchase the Anchor electrical products in other areas and 6% of the respondents purchase the Anchor electrical products directly from the company.

CHART NO 4.1.3 PURCHASE PLACE OF ANCHOR PRODUCTS

20

No. of Respondents

1 Tirupur 88 110 7 15 2 Other areas 3 Directly from company 3 Total

TABLE 4.1.4 CUSTOMER INSIST ON A SPECIFIC BRAND S.No. 1 Opinion Yes No. of Respondents 94 Percentage 85.5

21 2 No Total 16 110 14.5 100.0

INFERENCE From the above table it is inferred that 86% of the respondents says the customer insist on a particular brand and 15% of the respondents says the customer not insist a particular brand.

22

CHART 4 CUSTOMER INSIST ON A SPECIFIC BRAND

No, 14.5

Yes, 85.5

23

TABLE 4.1.5 INSISTING BRAND BY THE CUSTOMERS S.No. 1 2 3 4 5 6 7 Brand Name Anchor Kundan Daspan E-Fab Lisha Million Others Total No. of Respondents 81 26 41 10 0 0 3 161 Percentage 50.3 16.1 25.5 6.2 0.0 0.0 1.9 100.0

INFERENCE From the above table it is found that 50% of the respondents opined that the customer insist to purchase the brand Anchor, 16% of the respondents opined that the customer insist to purchase the brand Kundan, 26% of the respondents opined that the customer insist to purchase the brand Daspan, 6% of the respondents opined that the customer insist to purchase the brand E-Fab and 2% of the respondents opined that the customer insist to purchase the other brands.

CHART 4.1.5 INSISTING BRAND BY THE CUSTOMERS

24

No. of Respondents

1 Anchor 81 2 Kundan 3 Daspan 4 E-Fab 161 3 0 10 41 26 5 Lisha 6 Million 7 Others 7 Total

TABLE 4.1.6 RECOMMENDED BRAND TO THE CUSTOMERS

25

S.No. 1 2 3 4 5 6 7

Brand Name Anchor Kundan Daspan E-Fab Lisha Million Others Total

No. of Respondents 43 20 45 7 1 1 8 125

Percentage 34.4 16.0 36.0 5.6 0.8 0.8 6.4 100.0

INFERENCE From the above table it is found that 34% of the respondents recommend the brand Anchor, 16% of the respondents recommend the brand Kundan, 36% of the respondents recommend the brand Daspan, 6% of the respondents recommend the brand E-Fab, 0.8% of the respondents recommend the brand Lisha and Million and 6% of the respondents recommend the other brand.

CHART 4.1.6 RECOMMENDED BRAND TO THE CUSTOMERS

26

No. of Respondents

1 Anchor 43 20 125 45 17 81 2 Kundan 3 Daspan 4 E-Fab 5 Lisha 6 Million 7 Others 7 Total

TABLE 4.1.7 OPINION TOWARDS ANCHOR PRODUCTS

27 S.No. 1 2 3 4 5 Opinion Very Good Good Average Poor Very Poor Total No. of Respondents 85 24 1 0 0 110 Percentage 77.3 21.8 0.9 0 0 100

INFERENCE It is found from the above table that 77% of the respondents says the Anchor products is very good, 22% of the respondents says the Anchor products is good and 0.9% of the respondents says the Anchor products is average.

28 CHART 4.1.7 OPINION TOWARDS ANCHOR PRODUCTS

No. of Respondents

1 Anchor 43 20 125 45 17 81 2 Kundan 3 Daspan 4 E-Fab 5 Lisha 6 Million 7 Others 7 Total

29 TABLE 4.1.8 OPINION ABOUT THE PRICE OF ANCHOR PRODUCTS S.No. 1 2 3 Opinion High price Reasonable price Moderate Price Total No. of Respondents 15 94 1 110 Percentage 13.6 85.5 0.9 100.0

INFERENCE It is observed from the above table that 86% of the respondents opined the price of the Anchor products is reasonable, 14% of the respondents opined the High and 0.9% of the respondents opined that the price of Anchor products is moderate.

CHART 4.1.8

30 OPINION ABOUT THE PRICE OF ANCHOR PRODUCTS

No. of Respondents

1 High price 15 2 Reasonable price 94 1 3 Moderate Price 3 Total

110

TABLE 4.1.9

31

PROMOTIONAL TOOLS EXPECTATION BY THE RESPONDENTS S.No. 1 2 3 4 5 6 Tools Trade Discount Electrical Meetings Advertising Gift Coupons Tours and trips Others Total No. of Respondents 101 4 10 5 3 0 123 Percentage 82.1 3.3 8.1 4.1 2.4 0.0 100.0

INFERENCE It is observed from the above table that 82% of the respondents expecting the promotional tool Trade Discount, 3% of the respondent expecting the Electrical Meetings, 8% of the respondents expecting Advertising, 4% of the respondents expecting Gift coupons and 2% of the respondents expecting tours and trips.

CHART 4.1.9 PROMOTIONAL TOOLS EXPECTATION BY THE RESPONDENTS

32

No. of Respondents

1 Trade Discount 2 Electrical Meetings 101 123 03 5 10 4 3 Advertising 4 Gift Coupons 5 Tours and trips 6 Others 6 Total

TABLE 4.1.10 OPINION ABOUT PROMOTIONAL TOOLS

33

S.No. 1 2

Opinion Satisfied Not Satisfied Total

No. of Respondents 56 54 110

Percentage 50.9 49.1 100.0

INFERENCE It is found from the above table that 51% of the respondents opined the promotional tools of the Anchor products is satisfied and 49% of the respondents opined promotional tools of the Anchor products is not satisfied.

CHART 10 OPINION ABOUT PROMOTIONAL TOOLS

Not Satisfied, 49.1

Satisfied, 50.9

34

TABLE 4.1.11 MODE OF PAYMENT S.No. 1 2 Opinion Cash Credit Total No. of Respondents 19 91 110 Percentage 17.3 82.7 100.0

INFERENCE It is found from the above table that 83% of the respondents were follow the credit payment method and 17% of the respondents only follow the cash payment.

35

CHART 11 MODE OF PAYMENT

Cash, 17.3

Credit, 82.7

36

TABLE 4.1.12 PERIOD OF CREDIT PAYMENT S.No. 1 2 3 4 Period 1-2 weeks 2-4 weeks 1-2 months Above 2 months Total No. of Respondents 1 44 29 17 91 Percentage 1.1 48.4 31.8 18.7 100.0

INFERENCE It is found from the above table that 49% of the respondents take 2-4 weeks of credit period, 31% of the respondents take 1-2 months of credit period, 19% of the respondents take above 2 months of credit period and 1% of the respondents take 1-2 weeks of credit period.

37

CHART 4.1.12 PERIOD OF CREDIT PAYMENT

No. of Respondents

44

1 1-2 weeks 2 2-4 weeks 3 1-2 months 29 4 Above 2 months 4 Total

91 17

38

TABLE 4.1.14 OVERALL SATISFACTION WITH ANCHOR PRODUCTS S.No. 1 2 3 4 5 Opinion Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total No. of Respondents 14 94 2 0 0 110 Percentage 12.7 85.5 1.8 0 0 100.0

INFERENCE It is identified from the above table that 86% of the respondents are satisfied with overall performance of Anchor products, 13% of the respondents are highly satisfied with overall performance of Anchor products and 2% of the respondents are neither satisfied nor dissatisfied with the overall performance of Anchor products.

39

CHART 4.1.14 OVERALL SATISFACTION WITH ANCHOR PRODUCTS

No. of Respondents

14

1 Highly Satisfied 2 Satisfied 3 Neutral

110 02

94

4 Dissatisfied 5 Highly Dissatisfied 5 Total

40

TABLE 4.1.15 CUSTOMER PREFERENCE TO ANCHOR PRODUCTS AS OTHER ALTERNATIVE S.No. 1 2 Opinion Yes No Total No. of Respondents 84 26 110 Percentage 76.4 23.6 100.0

INFERENCE It is found from the above table that 76% of the respondents says customer prefer Anchor products as other alternative and 24% of the respondents says customer do not prefer Anchor products as other alternative.

41

CHART 15 CUSTOMER PREFER ANCHOR PRODUCTS AS OTHER ALTERNATIVE

No, 23.6

Yes, 76.4

42

TABLE 4.1.16 CUSTOMER PREFERENCE TO ANY OTHER ALTERNATIVE AS ANCHOR S.No. 1 2 Opinion Yes No Total No. of Respondents 45 65 110 Percentage 40.9 59.1 100.0

INFERENCE It is found from the above table that 59% of the respondents says customer do not prefer any other alternative as Anchor and 41% of the respondents says customer prefer any other alternative as Anchor.

43

CHART 16 CUSTOMER PREFER ANY OTHER ALTERNATIVE AS ANCHOR

Yes, 40.9

No, 59.1

44

TABLE 4.1.17 WILLING TO DEAL WITH NEW ANCHOR PRODUCTS S.No. 1 2 3 4 New Products Energy meters Cam switches Tape rolls Industrial fuses Total No. of Respondents 104 6 0 0 110 Percentage 94.5 5.5 0 0 100.0

INFERENCE It is found from the above table that 95% of the respondents willing to deal with upcoming products of Anchor.

CHART 4.1.17

45 WILLING TO DEAL WITH NEW ANCHOR PRODUCTS

No. of Respondents

1 Energy meters 104 110 06 2 Cam switches 3 Tape rolls 4 Industrial fuses 4 Total

TABLE 4.1.18 OPINION ABOUT THE IDEA TO DEAL WITH EXCLUSIVE

46 ANCHOR ELECTRICAL SHOWROOM S.No. 1 2 Opinion Yes No Total No. of Respondents 98 12 110 Percentage 89.1 10.9 100.0

INFERENCE It is found from the above table that 89% of the respondents have idea to deal with exclusive Anchor electrical showroom and 11% of the respondents do not have any idea to deal with exclusive Anchor electrical showroom.

CHART 18 OPINION ABOUT THE IDEA TO DEAL WITH EXCLUSIVE ANCHOR ELECTRICAL SHOWROOM

No, 10.9

Yes, 89.1

47

TABLE 4.1.19 FAST MOVING BRANDS - SWITCHES S.No. 1 2 3 4 5 6 INFERENCE Brand Name Anchor Kundan Daspan Lisha Million Others Weightage Score 327 171 273 3 2 10 Rank I III II V VI IV

48 The above table cleared the fast moving brand of switches. Respondents opined that the first rank occupies Anchor switches with the weightage score of 327 points, second rank occupies Daspan switches with the weightage score of 273 points and third rank occupies Kundan switches with the weightae score of 171 points.

49

CHART 4.1.19 FAST MOVING BRANDS SWITCHES

No. of Respondents

1 Energy meters 104 110 06 2 Cam switches 3 Tape rolls 4 Industrial fuses 4 Total

50

TABLE 4.1.20 FAST MOVING BRANDS - MAINS S.No. 1 2 3 4 5 6 7 INFERENCE The above table cleared the fast moving brand of mains. First rank goes to Gem mains with the weightage score of 233 points, second rank goes to Daspan main with the weightage score of 192 points, third rank goes to Anchor main with the weightage score of 125 points and fourth rank goes to Kundan main with the weightage score of 88 points. Brand Name Anchor Kundan Daspan Million E-fab Gem Others Weightage Score 125 88 192 24 34 233 12 Rank III IV II VI V I VII

51

CHART 4.1.20 FAST MOVING BRANDS - MAINS

Weightage Score

12 233

125 88

1 Anchor 2 Kundan 3 Daspan 4 Million 5 E-fab 6 Gem

34

24

192

7 Others

52 TABLE 4.1.21 FAST MOVING BRANDS - WIRES S.No. 1 2 3 4 5 INFERENCE The above table cleared the fast moving brand of wires. First rank goes to E-Fab wires with the weightage score of 218 points, second rank goes to Kundan main with the weightage score of 138 points, third rank goes to Daspan wires with the weightage score of 57 points, fourth rank goes to Other brand wires with the weightage score of 49 points and fifth rank goes to Anchor wires with the weightage score of 45 points. Brand Name Anchor Kundan E-Fab Daspan Others Weightage Score 45 138 218 57 49 Rank V II I III IV

53

TABLE 4.1.21 FAST MOVING BRANDS WIRES

Weightage Score

49 57

45 1 Anchor 138 2 Kundan 3 E-Fab 4 Daspan 5 Others

218

54

TABLE 4.1.22 FAST MOVING BRANDS MCBs S.No. 1 2 3 4 5 6 7 8 INFERENCE The above table cleared the fast moving brand of MCBs. First rank occupies to E-Fab MCBs with the weightage score of 195 points, second rank occupies to Daspan MCBS with the weightage score of 71 points, third rank goes to Gem MCBs with the weightage score of 58 points and sixth rank goes to Anchor MCBs with the weightage score of 45 points. Brand Name Anchor Kundan E-Fab Daspan MDS Gem Standard Others Weightage Score 45 52 195 71 47 58 13 18 Rank VI IV I II V III VIII VII

55

CHART 4.1.22 FAST MOVING BRANDS MCBs

Weightage Score

58 47

13

18

45

1 Anchor 52 2 Kundan 3 E-Fab 4 Daspan 5 MDS 6 Gem 195 7 Standard 8 Others

71

56

TABLE 4.1.23 FAST MOVING BRANDS LIGHTING LUMINARIES S.No. 1 2 3 4 5 6 7 INFERENCE The above table cleared the fast moving brand of Lighting Luminaries. First rank occupies to Phillips Lights with the weightage score of 359 points, second rank occupies to Crompton Lights with the weightage score of 286 points, third rank occupies to Anchor Lights with the weightage score of 142 points. Brand Name Anchor Phillips Crompton Chennai Light Wipro Osram Others Weightage Score 142 359 286 43 24 8 32 Rank III I II IV VI VII V

57 CHART 4.1.23 FAST MOVING BRANDS LIGHTING LUMINARIES

Weightage Score

43

24 8 32

142

1 Anchor 2 Phillips 3 Crompton 4 Chennai Light

286 359

5 Wipro 6 Osram 7 Others

58 TABLE 4.1.24 FAST MOVING BRANDS LIGHTING FIXTURES S.No. 1 2 3 4 5 6 7 8 INFERENCE The above table cleared the fast moving brand of Light fixtures. First rank occupies to Phillips Light fixtures with the weightage score of 246 points, second rank occupies to Crompton Light fixtures with the weightage score of 222 points and third rank occupies to Anchor Light fixtures with the weightage score of 147 points. Brand Name Anchor Phillips Crompton Daspan Kundan Chennai Light Wipro Osram Weightage Score 147 246 222 136 22 8 17 8 Rank III I II IV V VII VI VIII

59 CHART 4.1.24 FAST MOVING BRANDS LIGHTING FIXTURES

Weightage Score

1 Anchor 22 817 8 136 147 2 Phillips 3 Crompton 4 Daspan 5 Kundan 222 246 6 Chennai Light 7 Wipro 8 Osram

60 TABLE 4.1.25 FAST MOVING BRANDS FUSE UNITS S.No. 1 2 3 4 5 INFERENCE The above table cleared the fast moving brand of Fuse units. First rank occupies to Anchor fuse units with the weightage score of 178 points, second rank occupies to Gem fuse units with the weightage score of 150 points and third rank occupies to Edison fuse units with the weightage score of 80 points. Brand Name Anchor Gem Edison Kundan Others Weightage Score 178 150 80 7 72 Rank I II III V IV

61 CHART 4.1.25 FAST MOVING BRANDS FUSE UNITS

Weightage Score

72 7 80 178 1 Anchor 2 Gem 3 Edison 4 Kundan 5 Others 150

62

TABLE 4.1.26 FAST MOVING BRANDS DB BOARDS S.No. 1 2 3 4 5 6 INFERENCE The above table cleared the fast moving brand of DB Boards. First rank occupies to Gem DB Boards with the weightage score of 115 points, second rank occupies to Anchor DB Boards with the weightage score of 93 points and third rank occupies to Other DB Boards with the weightage score of 85 points. Brand Name Anchor Gem Kundan E-Fab MDS others Weightage Score 93 115 35 58 68 85 Rank II I VI V IV III

63 CHART 4.1.26 FAST MOVING BRANDS DB BOARDS

Weightage Score

85

93

1 Anchor 2 Gem 3 Kundan 4 E-Fab 115 5 MDS 6 others

68 58 35

64

TABLE 4.1.27 REASON TO RECOMMEND SPECIFIC BRANDS S.No. 1 2 3 4 5 6 7 Reasons Price Quality Availability Margin Brand Image Replacement Credit Period Total No. of Respondents 26 76 12 4 33 22 7 180 % 14.4 42.2 6.8 2.2 18.3 12.2 3.9 100.0

INFERENCE It is found from the above table that 42.2% of the respondents says quality is the first reason to recommend the brand, 18.3% of the respondents says brand image is the reason to recommend the brand, 14.4% of the respondents says competitive price, 12.2% of the respondents says replacement of the product is the reason to recommend the brand, 6.8% of the respondents says availability of the product is the reason to recommend the brand, 3.9% of the respondents says credit period is the reason to recommending the brand and 2.2% of the respondents says margin is the reason to recommend the brand.

65

CHART 19 REASON TO RECOMMEND SPECIFIC BRANDS

45 Quality, 42.2

40

35

30

25

20 Price, 14.4

Brand Image, 18.3

15

Replacement, 12.2

10 Availability, 6.8 5 Credit Period, 3.9 Margin, 2.2

0 Price Quality Availability Margin Brand Image Replacement Credit Period

66 TABLE 4.1.28 RESPONDENTS OPINION ABOUT THE DEALING SEGMENT Brand Name Anchor Daspan Kundan Lisha MK Others INFERENCE It is observed from the above table that the respondents opined that Anchor products sells maximum to domestic segment and industrial segment compared with other two segments, Daspan products sells maximum in commercial segment Segment Domestic Industrial Commercial 68 44 29 (62.4) (40.4) (26.6) 25 43 54 (22.9) (39.4) (49.5) 8 13 15 (7.3) (11.9) (13.8) 1 0 0 (0.9) 4 5 1 (3.7) (4.6) (0.9) 3 4 10 (2.8) (3.7) (9.2)

67

CHART 20 RESPONDENTS OPINION ABOUT THE DEALING SEGMENT

80

70

68

60 54 50 44 40 29 25 43

30

20 13 10 8

15 10 4 1 5 1 MK 3 4

0 Anchor Daspan Kundan

0 Lisha

Others

68

4.2

HYPOTHESIS TESTING CHI SQUARE ANALYSIS

TABLE NO. 4.2.1 REASON TO RECOMMEND THE BRAND AND DEALING THE BRAND ( TWO-WAY TABLE )

Null Hypothesis (H0)

There

is no

significant relationship

between dealing brand and reason to recommend the brand.

Alternative Hypothesis (H1)

There is close significant relationship between dealing brand and reason to recommend the brand.

S. No. 1 2 3 4 5

Brand Name Anchor Daspan Kundan E-Fab Others Total

Price 9 7 4 4 6 30

Quality 18 3 10 2 1 34

Reasons Deliver Supply y 2 5 7 3 1 1 2 0 1 0 13 9

Image 5 10 3 0 0 18

Replace- Total ment 4 43 1 31 1 20 0 8 0 8 6 110

CHI-SQUARE ( 2) CALCULATION :

69

Calculated 2 value Degrees of freedom Table value Level of Significance

= = = =

38.470 (R-1)(C-1) = (5-1) (6-1) = 20 31.410 5%

INFERENCE It is found from the above analysis that calculated chi-square value is greater than the table value at 20 degree of freedom. So, Null Hypothesis (H 0) is rejected. Hence, we conclude that, there is close significant relationship between the dealing brand and reason to recommend the brand.

70

TABLE NO. 4.2.2 REASON FOR RECOMMENDING THE BRAND BASED ON EXPERIENCE IN ELECTRICAL BUSINESS ( TWO-WAY TABLE )

Null Hypothesis (H0)

There brand

is no and

significant relationship in electrical

between reason for recommending the experience business.

Alternative Hypothesis (H1)

There is close significant relationship between reason for recommending the brand and experience in electrical business.

S. No . 1 2 3 4 5

Experience Below 2 yrs 2-5 yrs 5-10 yrs 10-15 yrs Above 15 yrs Total

Price 4 2 4 8 12 30

Quality 8 13 6 7 0 34

Reasons Deliver Supply y 3 1 4 3 3 2 1 2 2 1 13 9

Image 6 5 4 3 0 18

Replace- Total ment 1 23 3 30 2 21 0 21 0 15 6 110

CHI-SQUARE ( 2) CALCULATION :

71

Calculated 2 value Degrees of freedom Table value Level of Significance

= = = =

38.032 (R-1)(C-1) = (5-1) (6-1) = 20 31.410 5%

INFERENCE It is found from the above analysis that calculated chi-square value is greater than the table value at 20 degree of freedom. So, Null Hypothesis (H 0) is rejected. Hence, we conclude that, there is close significant relationship between reason for recommending the brand and experience in electrical business.

72

CHAPTER 5 FINDINGS

Most (27.3%) of the respondents have 2-5 years of experience. Maximum (33.4%) of the respondents deal with Anchor brand. Majority (80.0%) of the respondents purchase the Anchor electrical products in Tirupur. Most (85.5%) of the respondents says that the customer insist on a particular brand. Maximum (50.3%) of the respondents opined that the customer insist to purchase the brand Anchor. Most (36.0%) of the respondents recommend the brand Daspan. Maximum (77.3%) of the respondents says the Anchor products is very good. Majority (85.5%) of the respondents opined the price of the Anchor products is reasonable. Most (82.1%) of the respondents is expecting more Trade Discount. Majority (50.9%) of the respondents opined the promotional tools of the Anchor products is satisfied. Most (82.7%) of the respondents avail credit facilities provided by the dealer. Maximum (48.4%) of the respondents take 2-4 weeks of credit period. Majority (73.6%) of the respondents are satisfied with the credit period available. Maximum (85.5%) of the respondents are satisfied with overall performance of Anchor products. Majority (76.4%) of the respondents says customer prefer Anchor products as other alternative.

73 Maximum (59.1%) of the respondents says customer prefer any other alternative as Anchor. Most (94.5%) of the respondents willing to deal with new products of anchor. Maximum (89.1%) of the respondents have idea to deal with exclusive Anchor electrical showroom. Most of the respondents ranked first for Anchor switches. Most of the respondents ranked third for Anchor mains. Most of the respondents ranked fifth for Anchor wires. Most of the respondents ranked sixth for Anchor MCBs. Most of the respondents ranked third for Anchor lighting. Most of the respondents ranked third for Anchor fixtures. Most of the respondents ranked first for Anchor fuse units. Most of the respondents ranked second for Anchor DB Boards. Maximum (42.2%) of the respondents recommend the preferable brand for the reason of its quality. Maximum (62.4%) of the respondents supply Anchor brand for Domestic purpose.

74

CHAPTER 6 SUGGESTIONS AND RECOMMENDATION

Maximum respondents (nearly 50%) are expecting credit period to be extended over 1 months. At present traders are provided with 3-4 weeks of credit period. It might work better when the period of credit extended.

The traders are provided with promotion tools such as coupouns, contest, premiums, etc. Advertising can be used to build up a long-term image for a product to trigger quick sales.

Advertising can be efficiently used to reach dispersed buyers. Just the presence of advertising might have an effect on sales traders expects heavily advertised brands offer goods value. Advertisements can be placed on local channels, business magazines, newspapers, television, etc. so that it would result in increased sales in both segment viz. retailer buyer household buyers.

It is suggested that the company sales representative should visit the dealers and traders to have an insight on market conditions. This has to be conducted on a regular basis, it will have a positive impact on the sales of the product.

75

CHAPTER 7 CONCLUSION

The study titled Traders perception and Expectation towards Anchor products Tirupur reveals the perception of the traders. Electrical dealers and traders play a major role in selling the product. The survey shows the satisfactory level of traders towards various product features as of price, distribution, promotion, credit period etc.

The study reveals that Anchor enjoys better position in the market. This is due to brand image it holds. The present position is at a satisfactory level but to survive in this competitive world the firm had to extend its promotion tools and credit period. Innovations in future can be enhanced.

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APPENDIX QUESTIONNAIRE

TRADERS PERCEPTION AND EXPECTATION TOWARDS ANCHOR PRODUCTS, TIRUPUR

1.

Name and address of the dealer : __________________________ __________________________ Seal __________________________ ___________________________ Contact person Phone : off : Resi Mobile : ___________________________ ___________________________ ___________________________ ___________________________

2.

3.

How many years past you had been in this electrical business? a) Below 2 yrs d) 10-15 yrs b) 2-5yrs e) 15-20 yrs c) 5-10 yrs f) above 20 yrs

Branches if any? _______________________________ ________________________________ 4. What are the brands you are dealing? a) Anchor d) E-Fab 5. b) Kundan e) Lisha c) Daspan f) Million g) Others

Where do you purchase Anchor products ? a) Tirupur b) Other areas c) Directly from company

77 6. Which of the following is fast moving brand? (Please rank them)

Product Switches

Brand Name Anchor Kundan Daspan Lisha Million Others Brand Name Kundan Daspan Million E-Fab Others

Rank

Product Mains

Rank

Product Wires

Brand Name Kundan E-Fab Others

Rank

Product MCBS

Brand Name Anchor Kundan E-Fab Daspan MDS L& T Standard Indokoop Others

Rank

Product

Brand Name

Rank

78 Lighting Luminaries Anchor Phillips Crompton Chennai light Wipro Osram Others Product Light fixtures Brand Name Anchor Phillips Crompton Daspan Kundan Chennai Light Wipro Osram Others Product Fuse units Brand Name Anchor GEM Edison Kundan Others Brand Name Anchor GEM Kundan E-Fab MDS Daspan Rank Rank

Product DB boards

Rank

7.

Do the customers insist on a specific brand? a) Yes b) No

79 8. If yes what brand do they insist specifically? a) Anchor e) Lisha 9. b) Kundan f) Million c) Daspan g) Others d) E-Fab

If no what brand do you recommend? a) Anchor e) Lisha b) Kundan f) Million c) Daspan g) Others d) E-Fab

10.

Why do you recommend that brand? a) Price e) Brand image b) Quality f) Replacement c) Delivery g) Credit period d) Margin h) Others

11.

What is your opinion towards Anchor products? Factors Features Convenience Package Maintenance Durability Brand name Replacement V.Good Goods Average Poor V.Poor

Price: Highly priced \ Reasonably priced \ Moderate price. 12. What kind of promotion tools do you expect from Anchor? Trade discount Electrical meetings Advertising Gift coupouns Tours and trips Others

13.

Are you satisfied with promotion tools you receive? a) Yes b) No

If no what is your further expectation?

80

14.

What is your mode of payment for purchase? a) Cash payment b) Credit payment

15.

If credit payment, what is the period of credit available? a) 1-2 weeks c) 1-2 months b) 2-4 weeks d) more than 2 months

16.

Are you satisfied with credit facilities? a) Yes b) No

If no what is your further expectation? ________________________________ 17. On the whole are you satisfied with Anchor products? 18. Highly satisfied Satisfied Neither satisfied nor dissatisfied Dissatisfied Highly dissatisfied

Which segment of buyers you deal with? Anchor Domestic Industrial Commercial Daspan Kundan Lisha Mk Others

19.

Would customers prefer Anchor as other alternative? a) Yes b) No

20.

Would customers prefer any other alternative to Anchor? a) Yes b) No

21.

Are you willing to deal with following new Anchor products? Energy meters Cam switches Tape rolls

81 22. Industrial fuses

Do you have any deal with following new Anchor products? a) Yes b) No

If no why ______________________________________ 23. Suggestions if any : _____________________________

82

BIBLIOGRAPHY
1. Philip Kotler, Marketing Management, Pearson Education, Eleventh Edition, 2003. 2. Richard I. Levin and David S. Rubin Statistics for Management, 7 th Edition, 2002. 3. C.R. Kothari, Research Methodology Methods and Techniques Wishwa Prakashan, Second Edition. Journal Engineering update Electrician India Product finder Electrical for you Industry 2.0 Newspaper archieve WEBSITES www.directories-today.com www.valuenotes.com www.anchorelectrical.com