3

CHAPTER 1 INTRODUCTION 1.1 INDIAN PRINTER MARKET- INDUSTRY PROFILE

This report examines the INDIA printing market and the industry that supports it. The printer consumers market continues to play a vital role in the peripherals space, generating a considerable amount of revenue for printer vendors . In addition, the proliferation of rapidly evolving peripherals products such as multifunction printers, photo printers, digital cameras, laser printers, will continue to drive the demand for consumables turning in good printing volumes over the forecast period. As the Asia !acific "arket is fragmented, timely and accurate information is critical for effective planning and decision making. International data corporation#s $ID%#s& Asia !acific 'uarterly printer consumables tracker addresses this need by providing pertinent information, coupled with an in(depth analysis and forecast. Armed with this information and analysis, vendors will be better positioned to capitali)e on new growth opportunities.

1.1.1 2005 ASIA / PACIFIC PRINTER MARKET SHIPMENTS

The below figure shows the printer market trends of various Asia !acific countries including India in the year *++, In India About -./ of printers are 0riginal shipments. 1rey markets and %ounterfeits are not ma2or threats in the Indian "arket

AUS

HONGKONG INDIA

INDONESIA

KOREA MALAYSIA PHILIPINES SINGAPORE TAIWAN THAILAND

4hipments

1rey market

%ounterfeits

Fig no.1.1.1 1.1.2 COMPETETIVE ANALYSIS

International Data %orporation $ID%#s& Asia !acific 'uarterly printer

consumables tracker analyses product and vendor strategies, market shares, competitive positioning, financial viability and overall strategy direction of leading and emerging printer consumables players in the Asia !acific region. It tracks both original and compatible shipments in Asia !acific market. In Addition both gray and counterfeit shipments are si)ed to provide a fuller perspective of the industry.

5xamples of %ompanies tracked include6 %alidad, %anon, 5pson, 7ullmark, 8!, Inkara, Inktec, 9exmark, 0ki, !anasonic, :ed stone, 4amsung, 4epoms and ;erox.

1.1.

US MARKET TRENDS

+(. ppm

<(3*ppm

3=(*>ppm

*,(=?ppm

>+@

Fig no.1.1.2
The above figure illustrates the share of different capacity printers in different years in A4. In the year *++- it is forecast that printers with the capacity of *, ppm and above will have the ma2or share. 1enerally the trend appears to be in favour of printers with higher capacity. Be can also expect the same trend in Indian "arket.

1.1.! TVS ELECTRONICS IN INDIAN MARKET

>

TC4 5lectronics, India#s leading printer manufacturer has grown to No.* in the Asia(!acific 4erial Dot "atrix $4D"& !rinter "arket for D> *++, with a year(on(year growth of =</, according to the latest report on the Asia !acific !rinter "arket in D> *++,. TC4(5 has been making steady progress from being No.> in *++=, to No.= in *++>, to No.* in *++,. Bith positive economic and business environments and demand from large automation pro2ects in 1overnment, Eanking and :etail segments, the company expects the growth trend to continue for many years. Bith innovative product offerings in the offing, the company aim to become No.3 in dot matrix printer segment in Asia !acific. .

According to the Asia !acific !rinter "arket, which is the only region growing at *+@ / in dot matrix printer $D"!& in the worldF India ranks third, after %hina and Thailand, with a year(on(year growth of 3</ in the 4D" !rinter "arket D> *++,. The overall market for D"!s has grown by over 3?/ over *++>. 4hipments of 4D" printers in Asia !acific grew *-/ reaching .=,,+++ units in the fourth 'uarter of *++,. TC4(5 sustains its leadership position in the Indian Dot "atrix !rinter market with a market share of >=/ during the fourth 'uarter of *++,. The current estimates are that TC4(5 is No.= in the world behind 5pson G 0HI. TC4(5 consistently strives to strengthen its reputation as the Dot matrix printer authority by bringing innovative offerings to the marketplace. TC4(5#s range of computer peripherals sport specifically designed features that deliver superior reliability, super fast output and the lowest cost of operations in the most demanding environments. TC4(5 recently launched two high speed and high resolution dot matrix printers the "4!*>, %hampion ;9 and "4!=>, %hampion ;9. Designed for improved performance and reliability, they are the most economic business printersF the

%hampion ;9 printers provide the unbeatable !er !age %ost of !rinting, where they outperform every other printer. TC4(5Is commitment to 'uality and innovation has won the company many accolades over the years. Awards recently won include6 J"ost Trusted %ompanyK award during D3 by CA: India, a leading media group and the CA: India 4tar Nite Award *++, for best Dot "atrix !rinter and "echanical Heyboard. The company was ranked third among the T0! Indian IT Erands by !% 'uest, moving up five positions over the previous year.

1.2 COMPANY PROFILE

1.2.1 A"OUT TVS-E

TC4 5lectronics is a part of the ?+(year(old TC4 1roup. The only 1roup from Asia, outside Lapan to win the Deming award for Duality. TC4 5lectronics, founded in 3?-., started as a IT peripherals manufacturer and has today transformed itself into an IT Transaction 4olution provider and Eusiness process outsourcing partner. 4ince its inception in 3?-., TC4 5lectronics $TC4(5& has grown to become one of the top = IT brands in India. The turnover of TC4(5 in *++> was A4D ,..=> "illion. True to its credo M!roductivity through IntelligenceM, the organi)ation has over the years made significant investments in organi)ational development, in creating a transparent and entrepreneurship driven culture, with a vibrant team of people. 7or a company of its si)e, it has the highest percentage of engineers. The company has been making profits since inception. Its commitment to 'uality and innovations has won many awards.

To fully exploit the emerging business opportunities the company has structured itself into focused Eusiness 1roups, each vertically focused yet interdependentN !roducts G 4olutions, 5xtended "anufacturing 4ervices and 5ngineering design service.

1.2.2 INTERNATIONAL #UALITY STANDARDS

TC4(5 is implementing one of the most advanced 'uality control processes in the country, 4ix 4igma, to ensure all products and services provide complete customer satisfaction, while meeting world 'uality standards. 7or this reason, TC4(5#s Duality !olicy is customer(focused and places strong emphasis on continuous improvement with deep employee involvement. Eased on these initiatives, the company has received a number of awards and recognition for its manufacturing facilities and superior services.

1.2.

DEEP PENETRATION MARKET IN INDIA.

TC4(5 is able to offer these services across the length and breadth of India,

including interior and remote areas based on its extensive presence. The company en2oys a wide market reach with over 3<,+ dealers covering over *<, towns across the country. Added to this, TC4(5 provides country(wide service assistance through its 3* I%arelineI call centers placed all over India.

1.2.! HEALTHIER PARTNERSHIP $ITH %LO"AL CLIENTS.

Bith its transformation from an IT Appliances to an IT !roducts and 4olutions business, trust(oriented TC4(5 has over time, forged a relationship with large number of corporate long(term, groups. business business

<

TC4(5 extends "anufacturing 4ervices to 1lobal customers in the IT, Telecom, !ower 5lectronics, Automotive and "edical Appliances segments. The offerings include a range of services from Design, 5ngineering, !rocurement of raw materials, "anufacturing and 9ogistics, so as to provide speed of delivery, cost effectiveness and highest 'uality assurance at every level of the supply chain. This business, with its 7ortune ,++ client list is poised for manifold growth. In keeping with the %ompany#s policy of performance and value, many of the global ma2ors find TC4(5 the ideal outsourcing partner.

1.2.5 TVS-E HI%HLI%HTS

* "anufacturing plants and over 3+++ employees 9arge distribution covering over >++ towns in India :obust service network in over >++ towns 5stablished dealer network in Nepal, 4ri 9anka and Eangladesh and fast establishing sales and service network in %I4 countries and "iddle 5ast > design patents and * design registrations in India !erformance Driven %ulture Total Duality "anagement 4A! driven IT infrastructure 1.2.& PRODUCTS AND SERVICES TC4(5 offers a wide range of products and services for the I%T "arket. !roducts include !rinters, Heyboards, !ower products, 4upplies, !oint of 4ale and uni'ue Transaction Automation 4olutions. 4ervices include %ontract "anufacturing and %ustomer 4upport to customers worldwide.

1.2.' TVS-E PRODUCTS

"arket leader in the dot matrix printer category in India with over >,/ market share 9eader in mechanical Heyboards with over ,-/ market share. New offerings in the !% components business include membrane keyboards, language keyboards and !% motherboards :ange of printer consumables, including compatible dot matrix ribbons, print heads and laser toners. The patented Inkbank technology for :ibbon cassettes helps in saving <+/ of printing costs !atented point of sale technology offering complete transaction automation solutions to retailers across India Bide range of A!4 systems, from ,++CA to ,HCA Ani'ue solutions for consulting, application development, system integration and implementation services for telecom, 7"%1, pharma, auto and e(1overnance verticals

1.2.( TVS-E SERVICES

5lectronic "anufacturing 4ervices !ioneer in hardware manufacturing in India with over 3- years of experience 4tate(of(the(art manufacturing and testing facility in Tumkur $near Eangalore& and in %hennai 0ffers surface mount device $4"D& assembly and high level assembly services to global customers 5xpertise in high volume I%T products, power electronics and telecom

1.2.) $ORK CULTURE AT TVS-E TC4(5 believes that the success of an organi)ation depends mainly on its people and lays a strong emphasis on the development of human resources. The company recogni)es its responsibilities towards employee growth, development, satisfaction and motivation and commits itself to recruit and induct the best of talent. A systematic employee development process starts from the recruitment itself. 5ach employee undergoes an induction programme ( ranging from * weeks to 3 year duration, depending on the level and function (to ac'uaint oneself with the environment and align with the companyIs business ob2ectives. A participative work culture and well established system of recognition and rewards make TC4(e an exciting workplace. TC4(5Is commitment to the all round development of employees is evidenced by opportunities provided for 2ob rotation and training. The company also has charted several welfare activities for the overall welfare of its employees and their families.

1.

PRODUCT PROFILE

1. .1 A"OUT LASER PRINTERS

The technology used in a laser printer is similar to that of a photocopier. The image is drawn with an electrical charge on a drum inside the printer. An electronic charge attracts particles of toner in the pattern that was drawn by the laser. A drum then rolls across the paper, and the electrical charge causes the toner to 2ump from the drum to the paper. The images that are formed by the lasers can be 'uite detailed resulting in an excellent print 'uality.

3+

9aser printers are designed to handle a larger load than ink2et printers. They tend to have a higher paper capacity, which means that they hold more paper. The actual amount of printing that the machine can handle is called the duty cycle and is usually stated in so many copies per month. 7or example, a monthly duty cycle of ,,+++ means that the printer can handle a volume of ,,+++ sheets in a monthIs time. If one anticipates printing a lot, one will need to purchase a printer with a duty cycle that is high enough for the needs. 4o if one will be printing a large number of documents, a laser printer will be the choice.

1. .1.1 PRINT #UALITY

!rint 'uality is generally 'uoted in the printer specifications as the resolution, which is stated as dpi or dots(per(inch. The more dots per inch of paper, the better the 'uality of the printed output. Lust a few short years ago, we everyone was using =++x=++ dpi, even for important business documents. Now inexpensive ink2ets boast print 'ualities as high as 3*++x3*++ dpi. The dpi will give an idea of the 'uality of the output. 8owever, that each printer manufacturer has its own method of improving the print 'uality. 8ewlett !ackard uses technologies called !hoto:5T, %olor4mart, and :eal9ife Imaging. 5pson uses systems that they market as !erfect!ictureT" Imaging, "icro !ie)oT" inkket technology, and Acu!hoto 8alftoningT".

1. .1.2 SPEED
"ost printer speeds are measured in ppm or pages per minute. There is usually a different speed listed for printing in color. 7or example, black text may print at a speed of 3* ppm while color may print at a speed of 3+ ppm. 4peed may be important, or it may not be. If one wants instant results without a wait, one must look for a faster printer. If on a tight budget, they look for a printer with the best color reproduction should be the choice without worrying about the speed.

33

1. .1.

COST OF OPERATION
Bhen buying a printer, the cost of consumables should be considered in addition

to the initial cost of the printer. Ink2et printers use ink cartridges, while laser printers user toner cartridges and drums. The cost of ink cartridges can be surprisingly high. The least expensive printer may be the most expensive to operate. 4ome printers may themselves be inexpensive, but hefty ink or toner cartridge prices can make them more expensive in the long run. It is easy to check the price of toner or ink cartridges before buying the printerF however, it can be difficult to 2udge the yield that you will get from one cartridge. 4ome printer manufacturers like 8ewlett !ackard and 5pson give the technical specifications for page yield per cartridgeF others give some indication of yields. 8owever, some printer cartridge manufacturers give no specs of this type, leaving the purchaser in the dark as to the actual cost of operation. "any manufacturers offer good information about how long a print cartridge will last. This information is usually found under the product specifications for each printer. 8ewlett !ackard did not give a per page cost. 5pson, however, was more detailed in their information and included data on both the black and color ink cartridge life for each of their printers. They gave details regarding the number of pages to expect from a cartridge. This is very important information, since each printer uses a specific type of ink cartridge. Although most of these cartridges cost between :s 3,++ and :s *+++, they hold different amounts of ink.

1. .1.! CONNECTION
"ost !%s have a parallel port that can be used to hook up a printer. Newer !%s and "acs have A4E $Aniversal 4erial Eus& ports that can also be used to hook up a printer. "any printers today will allow the use of either of these ports. If you have the choice, the A4E connection will be easier to set up and faster to use. If the printer is A4E *.+ and you have A4E *.+ ports on your computer, the communication between the computer and the printer will be very speedy. If the printer is A4E *.+ and your older computer has A4E 3.3 ports, the printer will still work fine, it will simply communicate with the computer at a slower speed.

3*

1. .1.5 $ARRANTY
As usual when purchasing computer(related e'uipment, it is important to check out the length of the warranty and the strength of the technical support team. It will be useful to see if the printer manufacturer has a toll(free telephone number and check on their support hours.

1. .1.& SOFT$ARE
"any printers today come with additional software. !rinter selection must be based on the print 'uality, speed, and other printer features. 8owever, be aware that some of the additional software may provide a compelling reason to purchase. The software should not be the basis of the decision on a printerF consider it a bonus. Eut check out the software as well, 2udging it on its stand(alone merit. 0ften the software is geared specifically to either the home user or the office user.

3=

CHAPTER 2

O"*ECTIVES+ SCOPE AND LIMITATIONS OF THE STUDY

The study was conducted at %hennai on be half of TC4( 5lectronics. The study aims at understanding the toner market to enable the company to launch their 9aser Toner.

2.1

O"*ECTIVES OF THE STUDY

P,i-.,/ O01234i52
To study the 9aser Toner replacement market in terms of volumes, criteria in choosing the toner and brand preferences.

S23on6.,/ O01234i52
To study the pattern of toner replacement in the form of new cartridges and :efilling. To understand the relative importance of different attributes of 9aser Toners.

3>

To understand the procedures adopted in buying toners and role played by the respondents in the purchasing process.

2.2

SCOPE OF THE STUDY

It helps the organi)ation to understand the consumer psychology n choosing the product or service so that the product can be positioned easily. I t assesses the preference of choosing the Eranded !rinters by the respondents. The study helps us to know about the %ustomer perception towards Euying new 0riginal 9aser Toner or :efilling the 9aser Toner. It also helps to assess the real opinion and mindset of consumers and aids to meet out their expectation in future. The study helps us to know about the %ustomer perception towards Euying new 9owest cost 9ocal brand 9aser Toner. It helps the company to understand the efficiency of service provided to the consumers, so that it can create the root for further improvement. It identifies the usage and maintenance system adopted by the consumers so that it helps the company to educate the customers further towards the product usage and maintenance, so that it really creates an impact on consumer perception towards the product.

2.

LIMITATIONS OF THE STUDY

The 4urvey was limited to %hennai %ity only. The 4tudy covers only four variants of competing brands that includes 8!, 4amsung, %anon and Erother.

3,

The respondents were less interested in answering the 'uestionnaire, as they felt that it was an interruption to their regular work. The number of respondents was limited to 3++ only. 4ome of the respondents are not open in giving their opinions. This is normal in any field study.

CHAPTER RESEARCH METHODOLO%Y

.1

RESEARCH DESI%N
It is a conceptual structure within which research should be conducted. Thus the preparation of such a design facilitates research to be as efficient as possible and will yield max information.

.1.1 RESEARCH O"*ECTIVES

To study the perception of consumers towards the popular brands of 9aser !rinters. To identify the influencing factors on individual#s choice among the alternatives.

3.

To analy)e the interest of respondents towards buying new 0riginal 9aser Toner or :efilling the 9aser Toner. To know the reason for preferring the competitors brand $0ther Erands&. To identify the real opinion of the consumers towards 9aser Toners.

.1.2 SOURCES OF DATA

The task of collecting data begins after a research problem has been defined and plan is chalked out. This study pertains to collection of data from primary sources.

.1.

PRIMARY DATA
Data are collected for the first time for a specific purpose in mind using

the 'uestionnaire method. Information was collected through personal contact and telephone calls.

.1.! TYPE OF RESEARCH

8ere in order to meet the research ob2ectives, descriptive research design is used.

.1.!.1 DESCRIPTIVE RESEARCH DESI%N

A research design is an arrangement of condition for collection and analysis of the data in a manner that aims to combine relevance to the research purpose with economy in procedure.

3<

The study is descriptive in nature i.e., descriptive research. This includes surveys and fact(finding en'uiries of different kinds. The main characteristic of this method is that the researcher has no control over the variablesF one can only report what has happened or what is happening. Thus, the research design in case of descriptive study is a comparative design throwing light on all the areas and must be prepared keeping the ob2ectives of the study and the resources available. This study involves collection of data from 8ardware 5xecutives in the %ompanies.

.1.!.2 INSTRUMENT DESI%N

.1.!.2.1 #UESTIONNAIRE DESI%N

Designing and implementing the 'uestionnaire is one of the most interesting and challenging tasks of conducting research and analysis. This 'uestionnaire has revealed the importance of the above.

.1.!.2.2 #UESTIONNAIRE

This method of data collection is 'uiet popular particularly in case of big en'uiries. This is used by

:esearch workers, private and public organi)ations and even by government. In this method, a 'uestionnaire is sent to the persons concerned with the re'uest to answer the 'uestions and return the 'uestionnaire. A 'uestionnaire consists of number of 'uestions printed or typed in a definite order on a form.

3-

The researcher has used 'uestionnaire for the following purposes

To identify the reason for the brand preference over the competing brands and to find out the consumer perception on various attributes of the products. To study the interest and perception level towards the various attributes of 9aser Toners. To know the maintenance handling system adopted by the users. To identify the kinds of recommendations made towards the product to others.

.1.!. RESEARCH PLAN

Data source :esearch Approach :esearch Instrument %ontact method 4ample si)e

6 !rimary 6 4urvey method 6 Duestionnaire 6 Direct N !ersonal interview Telephone %alls 6 3++

.2 SAMPLIN% DESI%N

A sample plan is a definite plan for obtaining a sample from a given population. It refers to the techni'ue or the procedure the researcher would adopt in selecting items for the sample.

3?

After deciding the research approach and instrument the next stage is to design a sampling plan. The selected respondents from the total population constitute what is technically called a JsampleK and the selection process is called J4ampling techni'ueK.

The sampling techni'ue used was under non(probability convenience sampling. The targeted respondents were the 8ardware 5xecutives in the company in %hennai city.

STATISTICAL TOOLS

The 4tatistical Tools used for data analysis were !ercentage Analysis %ross tabulation Beighted Average

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CHAPTER ! DATA ANALYSIS AND INTERPRETATION

!.1

ANALYSIS OF DATA
TA"LE !.1.1 PRINTER USA%E - "RANDS.

",.n6 HP S.-8:ng C.non O4;2,8 %,.n6 To4.<

No. O7 R289on62n48 <= 3< < = 3++

P2,32n4.g2 <=/ 3</ </ =/ 3++/

*3

7rom the above table it is found that, <=/ of the respondents are using 8! !rinters ,3</ of the respondents are using 4amsung !rinters, </ of the respondents using %anon !rinters and =/ of the respondents are using other types of !rinters.

TA"LE !.1.2 ROLE IN THE TONER "UYIN% PROCESS

**

Ro<2 ":/2, A65i8o,/In7<:2n32, T23;ni3.< E5.<:.4o, %,.n6 To4.<

No. O7 R289on62n48 .= *? 3++

P2,32n4.g2 .=/ *-/ ?/ 3++/

7rom the above table it is found that, .=/ of the respondents are buyers in the company, *-/ of the respondents are Advisor Influencer in the company, ?/ of the respondents are Technical 5valuator in the company.

*=

TA"LE !.1. TYPE OF TONER PURCHASED.

O94ion8 O,igin.< Ton2, R27i<<ing Co-9.4i0<2 Ton2, %,.n6 To4.<

No. O7 R289on62n48 .= =< + 3++

P2,32n4.g2 .=/ =</ +/ 3++/

*>

7rom the above table it is found that, .=/ of the respondents are buying New 0riginal 9aser Toner, =</ of the respondents are :efilling their Toner, none of the respondents go for %ompatible Toner.

O94ion8 #:.<i4/ ",.n6 N.-2 $.,,.n4/ Lo=284 3o84 %,.n6 To4.<

No. O7 R289on62n48 =+ =* 33 *< 3++

P2,32n4.g2 =+/ =*/ 33/ *</ 3++/

TA"LE !.1.! "ASIS FOR "UYIN% DECISION.

*,

7rom the above table it is found that, =+/ of buying decision is based on the 'uality, =*/ of buying decision is based on the Erand Name, 33/ of buying decision is based on the warranty, *</ of buying decision is based on 9owest %ost.

TA"LE !.1.5 "ASIS FOR CHOICE OF VENDOR.

O94ion8 Co84 E77234i52

No. O7 R289on62n48 <3

P2,32n4.g2 <3/

*.

Co-9.n/ Po<i3/ R.42 Con4,.34 %,.n6 To4.<

3. 3= 3++

3./ 3=/ 3++/

7rom the above table it is found that, <3/ of the respondents are buying refilling according to %ost 5ffective 7actor, 3./ of the respondents are buying refilling according to %ompany !olicy, 3=/ of the respondents are buying refilling according to :ate %ontract.

TA"LE !.1.& "UYIN% PROCDURE.

*<

O94ion8 F<o.4 . T2n62, E>92,i2n326 52n6o, Lo3.< R24.i<2, %,.n6 To4.<

No. O7 R289on62n48

P2,32n4.g2 .,/ =*/ =/ 3++/

., =* = 3++

7rom the above table it is found that, .,/ of the respondents are buying through 7loating a tender, =*/ of the respondents are buying through 5xperienced Cendor, =/ of the respondents are buying through 9ocal :etailer.

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TA"LE !.1.' VENDOR ? $ISE PURCHASE OF "RANDED TONERS.

Ton2, V2n6o,8
L2-.n HP A33288o,i28 Co-9:42, Co,n2, So74 Co-9:42,8 %o<62n Co-9:42,8 Li02,i4/ Co-9:42,8 S42,<ing Co-9:42,8 O4;2,8 %,.n6 To4.<

HP 33, 3= < > > * 3+

S.-8:ng 3 *

C.non

O4;2,8

%,.n6 To4.<

P2,32n4.g2

3 > 3

*3 *3 3>

*3/ *3/ 3>/ ?/ ./ ,/ ,/ 3?/ 3++/

3 3 3 = .

3 3

? . , ,

* = 3++

3?

<=

3,

7rom the above table it is found that, *3/ of the respondents are buying from the vendor 9eman, *3/ of the respondents are buying from 8! Accessories, 3>/ of the respondents are buying from %omputer corner,?/ of the respondents are buying from 4oft %omputers, ./ of the respondents are buying from 1olden computers, ,/ of the

*?

respondents are buying from 9iberty %omputers,,/of the respondents are buying from 4terling %omputers and 3?/ of the respondents are buying from some other vendors.

TA"LE !.1.(
No o7 Ton2,8 in S4o3@ Ni< On2 no. T=o no8. T;,22 no8. Fo:, no8. %,.n6 To4.< No. O7 R289on62n48 33 >< =. > * 3++ P2,32n4.g2 33/ ></ =./ >/ */ 3++/

STOCK OF TONERS IN OFFICE

=+

7rom the above table it is found that, 33/ of the respondents are having no stock at office, ></ of the respondents are having one no. of stock at office, =./ of the respondents are having two no. of 4tock at office, >/ of the respondents having three of stock at office and */ of the respondents are having four no. of stock at office.

TA"LE !.1.) TONER USA%E PATTERN

O94ion8 Mo,2 4;.n 00 P.g28/D./ 201- 00 P.g28/D./ 101-200 P.g28/D./ 51-100 P.g28/D./ L288 4;.n 50 P.g28/D./ %,.n6 To4.<

No. O7 R289on62n48 -33 3 + + 3++

P2,32n4.g2 --/ 33/ 3/ +/ +/ 3++/

=3

7rom the above table it is found that, --/ of the respondents are printing more than =++ pages in a day, 33/ of the respondents are printing *+3(=++ pages in a day, 3/ of the respondents are printing 3+3(*++ pages in a day and none of them are printing below 3++ pages in a day.

TA"LE !.1.10 FRE#UENCY OF REFILL "EFORE CHAN%E.

=*

O94ion8 R27i<< On32 R27i<< T=i32 R27i<< Ti-28 4i-28

No. O7 R289on62n48 + 3 < =3 .3 3++

P2,32n4.g2 +/ 3/ </ =3/ .3/ 3++/

R27i<< -o,2 4;.n No R27i<<ing %,.n6 To4.<

7rom the above table it is found that, .3/ of the respondents doesn#t go for :efilling their Toner, =3/ of the respondents refill their Toner more than three time in a month, </ of the respondents refill their Toner three times in a month and 3/ of the respondent refill their Toner two times in a month.

==

TA"LE !.1.11
O94ion8 On32 in . $22@ On32 in 2 $22@8 On32 In . Mon4; In T=o Mon4;8 In 4;,22 Mon4;8 %,.n6 To4.< No. O7 R289on62n48 + *.3 ? * 3++ P2,32n4.g2 +/ *-/ .3/ ?/ */ 3++/

FRE#UENCY OF CHAN%IN% THE TONER

=>

7rom the above table it is found that, *-/ of the respondents change their No. O7 R289on62n48 <, 3> =

O94ion8 HP S.-8:ng C.non O4;2,8

P2,32n4.g2 <,/ 3>/ -/ =/

%,.n6 To4.< 3++ 3++/ Toner 0nce in two weeks, .3/ of the respondents change their Toner 0nce in a month, ?/ of the respondents change their Toner in two months, */ of the respondents change their Toner in three months and none of them change toners once in a week.

TA"LE !.1.12 CHOICE OF "RANDS ? ORI%INAL TONERS.

=,

7rom the above table it is found that, <,/ of the respondents prefer 8!, 3>/ of the respondents prefer 4amsung, -/ of the respondents prefer %anon, =/ of the respondents prefer some other brands.

TA"LE !.1.1

PRICE PREFERENCE FOR COMPATI"LE TONER.

=.

O94ion8 R8 2000 R8 2250 R8 2500 R8 2'50 R8 000 %,.n6 To4.<

No. O7 R289on62n48 *< * ,> 3 3. 3++

P2,32n4.g2 *</ */ ,>/ 3/ 3./ 3++/

7rom the above table it is found that, *</ of the respondents are ready to buy %ompatible Toner for :s. *+++ , */ of the respondents are ready to buy %ompatible Toner for :s. **,+ , ,>/ of the respondents are ready to buy %ompatible Toner for :s. *+++, 3/ of the respondents are ready to buy %ompatible Toner for :s. *<,+, 3./ of the respondents are ready to buy %ompatible Toner for :s. =+++.

=<

!.2

$EI%HTED AVERA%E

$EI%HTED AVERA%E "ET$EEN PRINTER "RAND AND THE PRIORITY OF THE RESPONDENT FOR VARIOUS FEATURES OF TONER.

The respondents are asked to mark the importance of the following attributes of the toner. 3& Image Duality. *& !rice. =& "aintenance. >& Delivery ,& Barranty. The respondents were asked to rank the attributes from 3 to ,, 3 being most important and , being least important. The weighted average score for each attribute for each brand in tabulated and presented in the following tables. A ranking between 3 and * implies that the attribute is considered most important by the respondents. A rank above > implies very low importance.

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TA"LE !.2.1 IMA%E #UALITY

TONER "RAND
HP SAMSUN% CANON OTHERS

NO OF USERS
<= 3< < =

$EI%HTED AVERA%E
3.*3 3.*? 3.3> 3.==

Beighted average importance rating given for Image 7actor Duality is 3.**

=?

TA"LE !.2.2
TONER "RAND
HP SAMSUN% CANON OTHERS

NO OF USERS
<= 3< < =

$EI%HTED AVERA%E
3..3 3.,3.,< 3...

PRICE

Beighted average importance rating given for !rice 7actor is 3..+

>+

TONER "RAND
HP SAMSUN% CANON OTHERS

NO OF USERS
<= 3< < =

$EI%HTED AVERA%E
3.,. 3.-*.3> *.++

TA"LE !.2.

MAINTENANCE

Beighted average importance rating given for "aintenance 7actor is 3..<

>3

TONER "RAND
HP SAMSUN% CANON OTHERS

NO OF USERS
<= 3< < =

$EI%HTED AVERA%E
3.?3 3.-* *.<3 3.++

TA"LE !.2.!

DELIVERY

>*

Beighted average importance rating given for Delivery 7actor is 3.?*

TA"LE !.2.5

$ARRANTY

>=

TONER "RAND
HP SAMSUN% CANON OTHERS

NO OF USERS
<= 3< < =

$EI%HTED AVERA%E
3.<*.++ *.++ 3.==

Beighted average importance rating given for Barranty 7actor is 3.-*

>>

TA"LE !.2.&

R.n@ing o7 .44,i0:428 o7 4on2,8 in 623,2.8ing o,62, o7 i-9o,4.n32

IMA%E #UALITY PRICE MAINTENANCE $ARRANTY DELIVERY

3.** 3..+ 3..< 3.-* 3.?*

>,

!.

CROSS TA"ULATION

TA"LE !. .1 CROSS TA"ULATION "ET$EEN RESPONDENTS "UYIN%/ REFILLIN% DECISION AND NUM"ER OF PA%ES PRINT IN A DAY.

PA%ES PRINT/DAY DECISION ORI%INAL TONER REFILLIN% %RAND TOTAL 101-200 + 3 3 201- 00 = 33 A"OVE 00 ,, == -%RAND TOTAL .= =< 3++ PERCENT .=/ =</ 3++/

The choice of buying 0riginal Toner or :efilling does not appear to be influenced by the no. of pages printed per day.

>.

TA"LE !. .2 CROSS TA"ULATION "ET$EEN RESPONDENTS "UYIN%/ REFILLIN% DECISION AND DURATION OF CHAN%IN% THEIR LASER TONER.

CHOICE OF NE$/REFILL A FRE#UENCY OF REPLACEMENT. DECISION ORI%INAL < TONER REFILLIN% *3 %RAND TOTAL *.3 ? * 3++ 3++/ ,3 3+ = . * .= =< .=/ =</
ONCE IN 2 $EEKS
ONCE IN A MONTH

IN 2 MONTHS

IN MONTHS

%RAND TOTAL

PERCENTA%E

<,/ of persons who change toner once in * weeks use refilling, where as only *,/ buy new. 0n the other hand, ->/ of people who change the toners once a month buy new toner and only 3./ go for refilling.

><

CHAPTER 5 FINDIN%S+ SU%%ESTION AND CONCLUSIONS

5.1 FINDIN%S OF THE STUDY
3. <=/ of the respondents are using 8! !rinters. *. 3</ of the respondents are using 4amsung !rinters. =. .=/ of the respondents are acting as Euyers in the company. >. *-/ of the respondents acting as Influencer Advisor in the company. ,. The respondents who are going to buy the new 0riginal Toner constitute .=/. .. The respondents who are going to refill their Toner constitute =</. <. =+/ of the respondents are buying their Toner based on the Duality. -. =*/ of the respondents are buying their Toner based on the Erand Name. ?. <3/ of the respondents refill buy their Toner based on cost. 3+. "a2or buying procedures used are 7loat a Tender $.,/&, buy from 5xperienced vendors $=*/& and 9ocal :etailer $=/&. 33. "a2or factors influenced respondents while purchasing the 9aser Toner are Duality $=+/&, Erand Name $=*/&, 9owest %ost $*</& and Barranty $33/&. 3*. ></ of the respondents have at least one 9aser Toner %artridge at their 0ffice. 3=. --/ of the respondents are printing more than =++ !ages in a day. 3>. =3/ of the respondents are refilling their Toner more than Three times before changing to a new one. 3,. .3/ of the respondents are changing their Toner once in a month.

>-

3.. -=/ of the respondents are willing to buy %ompatible Toners at a price range upto :s *,++.

5.2

SU%%ESTION AND RECOMMENDATIONS

"ost of the respondents are not aware of the total cost of ownership and cost per copy of various Toner cartridges in the market. Eecause of that they prefer some unfamiliar brands of 9aser toners at low initial %ost. This reason mainly influences some costumers to go for refilling their Toner. 4o proper communication can be given to the users and proper positioning $price& can be done in order to convince the consumers to use toners instead of refilling old ones.

The branded toners have a considerable market share and the customers are happy with the products. The consumers rank Image Duality and !rice as the most important attributes of a toner. 8ence the company should focus on these attributes while marketing their toner.

As significant 'uantity is bought through tenders, the company can also think on providing low price models in order to cover all corporate, financial institutions, Eanking Industry, 5ducational Institutions, IT Industry, "edical Industry and also compete with existing players in the market.

>?

5fforts to be taken to popularise the product, product variants, products prices, product differentiation, service, service differentiation through appropriate publicity measures.

5.

CONCLUSION

The study was conducted in %hennai city to understand the toner replacement market. The market volume is assessed through the number of pages printed per day and the fre'uency of toner replacement. It is found that -?/ of the consumers replace their toners at least once in a month. It is also found that .=/ of the consumers buy original toners while =</ of the consumers resort to refilling. It is found that Erand name, Duality and %ost form the important basis in the choice of toner. 8ence any new entrant in the market will have to spend considerable efforts and resources in creating a brand image in addition to the traditional factors of 'uality and cost. It is found that 8! is the market leader in both !rinters and Toners. They have a <,/ market share. In the presence of such a strong brand, any new entrant will find market penetration 'uite difficult. 8owever the other side of the coin is that anyone who wants to enter the replacement market can focus on a narrow set of products to reach volumes without the need for great variety. It is found that Image Duality and !rice are the most important attributes that the customers look for in the toners. It is necessary for the manufacturer to concentrate on these factors to gain reasonable market share.

,+

"any of the large buyers resort to tendering process to purchase their re'uirements. This segment of the market is a high volume( low margin market. 7urther the original printer manufacturers are also very strong in the toner supply market. To compete against such brands, low cost and high 'uality are essential. In conclusion it can be said that the 9aser Toner market is a large market where branded suppliers dominate. Any new entrant to the market can compete only in terms of low price and high 'uality. 4ince there is a single brand with a very high market share, the new entrant should concentrate on the replacement market for that single brand thus avoiding the complexities of large variety.

,3

APPENDIB
LASER TONER 3& Name 6

%ompany 6 5("ail ID 6

*& Do you use 9aser !rintersO Pes No

=& Bhich Erand of printer do you haveO 8! 4amsung %anon 0thers

>& Bhat is your role in the toner buying processO Euyer Technical 5valuator Advisor Influencer

,& Bhat can you do once your toner finishesO Euying new 0riginal toner :efilling :eman %ompatible toner .& Bhat do you look while doing the aboveO Duality Erand Name Barranty 9owest %ost

,*

<& Eased on which factor do you refill buy your tonerO %ompany !olicy %ost 5ffective :ate %ontract

-& 8ow do you buy your tonerO 7loat a tender 5xperienced vendors ?& Bhere do you buy fromO Erand Name6 Bho is the vendor6

9ocal :etailer

3+& Do you have a minimum stock at officeO 8ow much for each model6 33& 8ow many number of pages do you print in a dayO Q,+ ,3(3++ 3+3(*++ *+3(=++ R=++

3*&8ow often do you refill your toner before buying new tonerO * times = times R = times No :efilling

3=& 8ow often do you change your tonerO 0nce a week In * months
Image Duality !rice "aintenance Delivery Barranty

0nce in * weeks In = months

3 3 3 3 3 * * * * *

0nce in a month

= = = = =

> > > > >

, , , , ,

3>& If original means, which toner did you buy G for how muchO 3,& Bhen you buy laser toner, what will be your priority on the below option please circle the suitable number $ 3 most important to , least important &

,=

3.& Bould you buy a compatible toner with same 'ualityG yield of original at

lower priceO Pes$how much& No means why

REFERENCES
3. Hotler !hilip, !rinciples of "arketing, 4ultan %hand and %ompany 9td., New Delhi, *++*. *. Hothari %.:., :esearch "ethodology, Bishwa !rakashan, New Delhi, 3?-,$:eprint *++=&. =. D. Aaker, C. Humar, and 1. Day ( "arketing :esearch, 4ingapore, Lohn Biley G 4ons $A4IA& !te 9td, 4eventh 5dition, *++=. >. 1ilbert A. %hurchill, Lr., "arketing :esearch "ethodological 7oundations, A4A, The Dryden !ress, 7ifth 5dition, 3??3. ,. :ichard .I. 9evin, David 4. :ubin, 4tatistics for "anagement, A4A, !rentice(8all, Inc, 4eventh 5dition, *++*.

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