Académique Documents
Professionnel Documents
Culture Documents
2014
Submitted
By:
Prof. Ritesh Jain
Vinay Singh
FPG1315/07
3
I.B.A,
Greater
Noida
STUDENTS DECLARATION
I declare that the project titled Dealers regarding customer preferences towards features of multimedia
speakers and evaluation of sales person performance is an original project done by me and no part of the
project is taken from any other project or materials published or otherwise or submitted earlier to any other
college or university.
___________________
Vinay Singh
FPG1315/073
To
Prof.(Dr.) D Das,
Indus Business Academy, Greater Noida Plot no.-44 Knowledge Park-3
Dear Dr.D.Das,
We hereby confirm that Mr. Vinay Singh from Indus Business Academy, Greater Noida Plot no.-44
Knowledge Park-3 has successfully completed his Internship training in our Organization from 20/4/142/7/14
We are wishing him all the best for his bright future.
This is for your information.
Thanking you.
Authorized Signatory
(HR Department)
ABSTRACT
In todays competitive world Management Interns have to put rigorous hard work to survive in the
business world. They should be well groomed and well acquainted with functioning of the corporate
world.
The two months Industrial Training is an integral part of Management Program, aims to provide the
management students with an adequate exposure of the various operation that are taking place in an
Industry.
I, as a Management intern was engaged with Top Notch Infrotonix Pvt, Ltd., Ghaziabad. I
worked in a Market Researcher for two months. It was a very educative and professional
experience and thereby gaining a practical overview of the market problem.
ACKNOWLEDGEMENT
It is a great pleasure for me to thank Top Notch Infrotonix (India) Pvt. Ltd... For granting me an
opportunity to be associated with such a great organization as a summer trainee at their branch office
Ghaziabad.
I am very much thankful to my company guide Mr. Karthikram Sirnivasan, market research analyst
at Zebronics for guiding me with valuable inputs throughout my training period. I thank Mr. Sunil
sales person of Zebronics for always helping me to find the necessary details and data required last
but not the least I am thankful to the staff for providing me the necessary support and kind cooperation.
This project would not have been computed without the guidance of my college mentor Prof. Ritesh
Jain who have helped me from time to time.
I also thank the entire dealer and distributors involved in this market research for their participation
and co-operation.
Once again I express my sincere thanks and gratitude the above stated persons who have helped me
directly and also to those who have helped me indirectly by all means.
Vinay Singh
FPG/13-15/073
PREFACE
Training is the systematic development of knowledge, skills and attitude required by an individual to
perform adequately a given task and job. It imparts partial knowledge to an individual which in turn
make work more efficient and more organized. In present era it holds a great importance in
professional development of an individual. Due to this reason summer training of eight weeks have
been made an integral part of the syllabus of POST GRADUATE DIPLOMA IN
MANAGEMENT by the INDUS BUSINESS ACADENY.
Summer training report is considered a major component of the training. Summer training remains
incomplete till the report has been presented and/or written. The purpose of summer training is not
well served unless the findings and experiences gained are made known to others.
Thus, the purpose of training and subsequent of report writing are meant both as a mean of gaining
firsthand experience in the organization and also an academic exercise. In the above-mention context,
I had a privilege of getting this practical training.
My training in Zebronics truly a learning experience, where I explored my strength and weakness and
it facilitated me in coming out with this project on A study on dealer satisfaction and competitor
analysis of Zebronics speakers in area of Ghaziabad.
TABLE OF CONTENTS
Sl. No.
Title
Pg. No.
Executive Summary
5-6
Introduction
7-20
Work Profile
20-25
Literature Review
26-27
Research Problem
29-32
Research Methodology
32-35
35-63
10
Recommendation
11
Conclusion
68
12
Bibliography
69
13
Annexure
28
64
65-67
70-74
EXECUTIVE SUMMARY
The project report is based on the current market condition of Zebronics. What are the problem that
are the dealer of Zebronics product are facing? What are the specification of speaker that is
demanded by the customer? How the dealer came into this is business and what are their expectation
from company side? Before coming into this business what they used to do? The project is also based
on to create the business for the company by generating the lead for the company. To know that the
current stock dilution scheme that company is offering, are the dealer and distributor aware about
that? To know is the salesperson went to dealers shops time to time or in a week or month? To know
that is the sales-person giving him the product detail, product price and product demo properly? Also,
know that is the sales person is able to technical query of the dealer? What are the current sales
scenario of Zebronics?
The objective for the study are to identify the satisfaction level of Zebronics Dealers and Distributor
towards the company and competitor analysis for Zebronics speakers. To generate future channel
partner for Zebronics and to know about the expectations of dealer, distributor and customer.
For fulfilment of the study the dealer and distributor was approached with pre-defined questioner and
to also know about their background by asking question at personal level and basic observation of
their shops status. By doing this we find that Intex is the market leader in the area of IT peripherals
and Intex, F&D followed by Zebronics are the current leader in sale of speaker and subwoofer. The
reason for Zebronics being in no. 3 is because of the low brand awareness.
The company is not spending money in the brand visibility. Hardly any hoardings/glow sign board of
company and advertisement in newspaper is found. Therefore due to lack of brand awareness
customers were not convinced by the dealers, so they can purchased the product
The market is price competitive that is all the company are offering the same product at a very
minimum price difference. The local manufacturer of the speaker and other accessories are the threat
for their business because they are offering the product at a lower price. Most of the shop for IT in
Ghaziabad is In Shiva Tower and Ambedkar road so here the customer has the option for switching
the another dealer that is major problem that lead to him work at a very minimum level of margin.
The after sales service of company is only good on those location (Shiva Tower, Ambedkar road And
Maliwara Chowk) that are near to service center (In Nehru Nagar). In Vaisahali, Vasundhra,
Indrapuram and Rajnagar etc. the service is not good. The product quality of Zebronics is not up to
the mark as per the expectation of customer. Quality aspect since it stands at lower rank for quality
products compared to its competitors. Met with salesperson he also talked about the low brand
awareness in the IT peripherals market, when they talked to their upper management there is no
response.
INDUSTRY PROFILE
IT Hardware Peripherals Industry is composed of diverse group of companies. It produces a wide
range of products for sale to just about all businesses and consumers. The industry trends to trail the
economic cycle, and is very competitive.
This industry markets a wide range of products and services, many of which are tied to mainframe
and server computers, personal computers, and storage devices. A number of offerings include gear
to connect this hardware, both within a company and between businesses, suppliers, customers, and
consumers. Keyboards and trackballs are other products, for example. In addition, some of the
hardware providers offer services, such as installing and managing a business information
technology operations, or hosting applications on an enterprises own computers that can be accessed
by its customers. Others in the industry are wholesale distributors of computer products and services.
This is a growth industry. Businesses and governments have long been computerizing more and more
of their work to increase competitiveness and efficiency. And, with the rise of the Internet, home
computers, used to stay connected with friends and business, have become a necessity. The market
should continue to grow. Businesses have to store and manage an increasing amount of data because
of regulatory requirements and competitive needs. Too, whereas in the past, the data stored was
primarily words and numbers, which take up relatively little storage space, now more capacityhungry audio and video material is being computerized and stored.
The competition among computer hardware companies is particularly intense. On the one hand, in
the traditional PC market, companies' products have largely become commodified, with constant
downward price pressure (and narrowing profit margins) being the result. On the other hand, there
are markets for innovative new products, like tablet PCs and ultra-minimal desktops that are not yet
fully commodified. Here, the race is on to develop products at breakneck speed so you can be first to
market. And if a company falters, it instantly becomes a target for larger companies looking to
acquire new businesses. No doubt about it: Computer hardware is a cutthroat business.
Going by the latest growth rate, the global hardware market is expected to attain the worth of $537.3
billion by 2013. The computer hardware manufacturers have started following the concept of green
computer hardware manufacturing and this is further going to add to the profits of the computer
hardware companies. The small and medium sized hardware manufacturers from the developing
countries like India have a great future in the computer hardware components. They along with the
major players are going to take the computer hardware industry to a new level in the nearby future.
Company Profile
We also participate in various college fests and road shows which gives an opportunity to the
consumers to experience the products.
Location
Ahmedabad
Bangalore
Bhubaneswar
Calicut
Chandigarh
Chennai (HO)
Cochin
Coimbatore
Dehradun
Delhi
Ghaziabad
Gurgaon
Guwahati
Indore
Jaipur
Jammu
Kolkata
Lucknow
Ludhiana
Mumbai
Nagpur
Parwanoo
Patna
Puducherry
Pune
Raipur
Ranchi
Secunderabad
Surat
Trivandrum
Products
Zebronics has become familiar for Excellence, Quality & Reliability throughout its large range of
peripherals, touching people's lives in one positive way or other.
We offer a product line which is often symbolized for their Value for money characteristics, backed
by great product designs & performance, incidentally covering nearly the entire PC Component
spectrum.
Computer
Servers
Power supply
Mouse
chassis
Networking
Keyboards
Web camera
products
Speakers
Portable
UPS
TV tuners
players
Multimedia
Laptop accessories
Tablet
player
Motherboards
Add-on cards
Monitors
Headphones
&
mic
Power strips
Accessories
Gaming
accessories
Wireless router
media
Tablet accessories
Portable
charger
power
Constant Innovation
At Zebronics, product feedback from the consumers & channel partners always been considered as a
source of development. We give back the customers a fabulous product experience with some of
industrys unique launches.
Corporate Vision
Staying one step ahead of the market has always been our goal. Like other world-class companies,
we are proud of our success, but we are never satisfied. At Zebronics, we are committed and working
hard to deliver the innovative solutions our customer's need, building the framework for sustainable
growth, going forward and staying "Always Ahead".
FM Radio
Built in Fm Radio
Memory Card
FM Radio
MP3
Remote Control
2.
Multimedia Speakers
4.1
FM Radio
Remote control
Built-in FM radio
3. Multimedia Speakers 5.
FM RADIO
LED display
Support SD/MMC memory cards
4. Tower
Built-in FM radio
Full
function
remote
Qualitative Analysis
High
Star(*)
Intex
Zebronics, Iball,Creative
BCG Matrix
Low
for speakers
Cash Cow
F&D
Dog
Logitech,
Dapic,
Edifier
High
Low
Market Share
Strength
Pricing Power- The price of Zebronics products gives it an advantage over its competitors as they
price there products low as compared to other products available in the market.
For Example - The price range of speakers start from Rs.900 to 5000 for 2.1 speakers (with
subwoofer) depending on the features of the speakers, which is less than its competitors which price
their products as follows Intex (2.1 Speakers) Rs.1200 to Rs.5000 I-ball (2.1 Speakers) Rs.1500 to Rs.6000
Size Advantage - As per the survey done the size of the speakers provided by Zebronics is smaller
and compatible and easy to carry as compared to its competitors.
A speaker of Zebronics is smaller than as of Intex and I-ball which can be fitted anywhere and that
gives it the advantage over other competitors.
Unique Products - Zebronics has an in-house Research and Development (R&D) Department, which
monitors the latest developments in the field of technology and innovation and tests them to find the
most suitable products and services for the market.
Socially Active-Zebronics is active in series of social activities with initiatives like:
Sharing is learning - platform given to students to bring out the best in them and prepare them for the
challenging future.
Spreading Smiles Discovering Wisdom - where we visit helping homes and spend some valuable
time in creating an environment of optimism and help them in their growth.
Nurturing Growth - adopted by a team of people in the organization where we believe in keeping our
environment clean, making the world a better place to live in.
A Healthier You - We conduct health campaigns where one can come and ensure a healthy living.
Weaknesses
Quality of Product-The quality of product manufactured by Zebronics is poor as compared to its
competitors.
The quality provided in low price products is poor because of which consumers tend to switch to
other products.
On the other hand the quality of Intex and I-ball product is better than Zebronics.
Service-As per the survey it was found that the service provided by the company is very bad.
According to the company policy a service provider representing the company should visit a dealer
on a monthly basis whether or not there is any problem, but the same was provided by the company
which de-motivated the dealers for buying any Zebronics product. On the other hand service
provided by Intex and I ball are far better than Zebronics. Their customer care executive (service
provider) visit dealer on weekly as well as monthly basis .This weakness tends the dealer to switch to
other brand then Zebronics.
Brand Image - Zebronics spends less amount of time and money in advertising their brand to the
customers through any medium because of which the targeted customers had less knowledge about
the product. This results in a low brand image for the products of Zebronics. Whereas Intex and I-ball
invest more amount of time and money in their advertisement and promotion of products.
Opportunities
New Product Range - The Company is planning to come up with a new range of products which is
believed to be much better and advanced then its existing range of products which will give it a new
face and new image in the electronics market industry.
Innovation - Greater innovation can help Zebronics to produce unique products and services that
meet customers needs. If the company starts investing more in R&D then it will help them to grow
more and more in the future.
Selling the product online - The electronic market is tending to shift towards online marketing and
keeping this in mind Zebronics should also do the same and sell more of its products online by tying
up with websites and companies dealing with online marketing of various brands and products.
Emerging Markets - Emerging markets are fast growing regions of the world that enable Zebronics to
quickly expand. New emerging markets will give new opportunity to the company to extend and
improvise there product range in the market.
Threats
Intense Competition - Intense competition can lower Zebronics profits, because competitors can
entice consumers away with superior products.
As per the survey it was found that Intex are the leading brand in speakers and therefore Zebronics is
facing a tough competition from this brands in the market.
RESEARCH OBJECTIVE
LIMITATIONS
In our survey, we have taken a sample size of 65 customers, but only with these
samples we
Sample Area:
The study was conducted Ghaziabad only. Hence, the study may not be useful for projection
of behavioral aspect of consumers living in other cities.
Money Constraint:
Budget and finance are always been constraints in doing any project.
Difficulty in changing vehicle and other medium of transport.
As there is no address detail of dealers provided the company, so it is very difficult to find
the dealers in ghaziabad
Research Methodology: The study falls under the category of descriptive research, descriptive
research includes survey and fact finding enquiries of different parameters related to the Zebronics
multimedia speakers. The method of research in this project is the survey method. The descriptive
research includes surveys and fact-finding enquiries of different kinds including comparative and
correlation methods. The major purpose of descriptive research is description of the state of affairs as
it exists at present
In descriptive research, the researcher has no control over the variables; he can only
report what has happened or what is happening
The research is used to gauge the response for the Zebronics speakers from dealers in the Ghaziabad
region. The response was collected through questionnaire, which covers all aspects desired
i)
Phase One: Understanding the company and its products, the product under study,
various competitive parameters like, competitive analysis, USP (Unique Selling
Propositions), other attributes relevant to the product series.
ii)
Phase Two: This phase would include visits to various dealers and distributors to collect
relevant data. Primary data will be collected through Questionnaire and interviews with
dealers and distributors. This data will further be extended through dialogues with
company officials. The secondary data will be collected through websites, and brochures.
iii)
Phase Three: This phase involves analyzing the data collected in the earlier phase. The
analysis is conducted using statistical tools like Excel.
iv)
Phase Four: In this phase actual reporting of the findings and analysis will be prepared
and provide to the company
SAMPLING
Covered all the Dealers of Ghaziabad which is equal to 61
VARIABLES INVOLVED
Sales
Service
Price
Brand Image
ANALYSIS METHOD
First the qualitative data has been collected and then converted into quantitative form and then
various Excel and Statistical tools are used for the analysis purpose.
DATA ANALYSIS
8%
17%
47%
intex
edifier
8%
creative
clarion
13%
F&D
7%
Zebronics
9%
intex
12%
39%
edifier
creative
14%
clarion
6%
9%
F&D
11%
Zebronics
others
9%
5%
intex
12%
42%
edifier
creative
11%
clarion
9%
F&D
12%
Zebronics
others
Table:1
Rating
Service
Quality
Reliability
Brand Image
10
21
22
22
21
12
31
22
37
19
15
32
19
27
35
12
36
Total
61
61
61
61
61
61
60
29%
10%
28%
7%
2%
2%
Service
Quality
Reliability
Price
Size
Availability
Brand Image
Table:2
Importance of Features
Touch
FM
LED
Wireless
USB/SD
Radio
Display
connectivity
slot
11
18
18
15
18
22
22
22
14
29
13
24
56
Total
61
61
61
61
61
Rating
Screen
Panel
Importance of Features
13%
LED Display
2%
25%
58%
FM Radio
2%
Wireless connectivity
USB/SD slot
Brand image is the most affecting attributes to consumer buying decision followed by
quality, service and then availability.
As 29% of the total respondent give most important attributes to brand image and then
quality 28%, followed by service 22%
Importance of features
21.3, 13%
3.3,
2%2%
3.3,
91.8, 58%
FM Radio
LED Display
39.3, 25%
Wireless connectivity
USB/SD slot
91.8% of the respondent give the most important rating to USB/SD slot Followed by wireless
connectivity 39.3% and then FM radio 21.3%
Percentage
Every time
17
27.87
9.84
Sometime
10
16.39
Almost never
8.20
Never
23
37.70
Total
61
37.70
35.00
30.00
27.87
25.00
20.00
16.39
15.00
9.84
10.00
8.20
5.00
0.00
Every time
Almost evertime
Sometime
Almost never
Never
We saw from the graph that 37.70% salesperson never clear the technical query
of the Dealer, so its effect the sales of the Zebronics Product
Correlation Table:
N=
61
Brand
Quality
Reliability
Price
Size
Quality
Reliability
0.00814125
Price
0.11421164
0.36208601
Size
0.31705789
0.27723904
0.453545605
-0.03872015
0.04460258
-0.43752834
-0.18037483
Image
Brand
Image
Quality
Reliability
Price
Reliability
0.0625362
Price
0.88305457
2.98369497
Size
2.56785324
2.21639393
3.908910043
-0.29763835
0.34294019
-3.737435139
Size
Brand
Image
-1.40858914
Image
Null hypothesis (H0) - There is no correlation between the price and size
Alternate H1
Null hypothesis (H0) - There is no correlation between the price and reliability
Alternate H1
Null hypothesis (H0) - There is no correlation between the quality and size
Alternate H1
ANALYSIS:-
The calculated value of t for all three hypothesis is greater than 2 so null hypothesis rejected.
There is 45% correlation between price and the size
There is 36% correlation between price and the reliability
There is 31% correlation between quality and size
Anova:
Single Factor
SUMMARY
Groups
Count
Sum
Average
Variance
Quality
61
275
4.508197 0.387432
Reliability
61
224
3.672131 0.29071
Price
61
204
3.344262 1.029508
Size
61
181
2.967213 0.865574
Brand Image
61
270
4.5
0.491525
SS
dF
MS
ANOVA
Source of Variation
P-value
F crit
9.04EBetween Groups
115.9618 4
28.99046 47.2653
Within Groups
183.3934 299
0.613356
Total
299.3553 303
31
2.40184
Result
H1-There is no significance Difference between factors affecting consumer buying decisions
H0- There is significance Difference between factors affecting consumer buying decisions
F crit is less than F calculated, so we can say that Null hypothesis is rejected.
So there is significance difference between affecting consumer buying decisions.
Correlation:
H0: There is no correlation between the frequencies of visiting the sales person (and ability to
clear technical query ( (not = (
H1: There is correlation between the frequencies of visiting the sales person (and ability to
clear technical query ( (= (
Correlation table
technical query
0.723604928
n=
61
t value=
8.052736905
From the correlation table the calculate value of t is greater than 2 so null hypothesis rejected so
there is 72% relation between the frequencies of visiting the sales person (and ability to clear
technical query ( (= (
Due to lack of brand awareness customer are not aware about the product
When we talked about to increase their brand awareness, there is response
from the company side
Service in the region near to service center is good but in the region which
are far from service center is not good
Credit problem between the sales and account department
Dealers are not aware about the complete range of products of company
No Direct communication between company and Dealer/Distributor
Due to high frequency of changing the distributor, dealer are confused who
is the distributor for which area
Sales person do not explain the scheme for the dilution for product to
dealers offered by company
Material used for making of product is not good
Salesperson Lack of communication between the Upper level management
and the lower level management
He also talked about the low brand awareness of the speakers in the IT
peripherals market ,when they talked to their upper management there is no
response
Recommendation:-
Company should try to recognized the problem of dealers for not selling their product
and give various scheme
The company needs to improve upon its sound quality for speakers
The company needs to focus on its demo and after sales services.
The company needs to improve on quality aspect since it stands at lower rank for quality
products compared to its competitors
Product demo should be given to every dealer and what is the new technology used in
their speakers so that he can explain the various function to customer properly
The information about changing the distributor should be provided to dealer by the
salesperson
Give some scheme to dealer for product display at the shops and should hang the
hoardings /glow sign board by company side on dealer shops
Conclusion:-
After the completion of the project it has been concluded that the Brand awareness of Zebronics
Speakers is very low in Ghaziabad area, the company should be more focused to increase the
marketing activities putting up banners, advertisements dealer boards and others in order to have
a positive effect on sales of the product. Company salesperson do not give complete product
detail to dealers as they are lacking on the product knowledge. The company do not have a fixed
distributor in a particular area and it creates a lot of confusion for all the dealers to buy the
authentic product of the company. Piracy or duplicity is also a big concern for he dealers to
understand the authenticity. There has been a number of complaints about the quality of the
product. The existing customers that is the dealers are not satisfied with the distribution
structure. The after sale service is also very poor. The dealers which are near to the service
centers do get the service however the dealers which are a bit far from the service center hardly
get any kind of assistance from the company. The company has work upon the serious issues
that has been found in this research. The recommendations will surely help in increasing the
sales and profit for the company. Eventually it will become a popular brand in coming future.
Bibliography
Compare India.com
WWW. Zebronics.com
WWW.Wikipedia.com
Annexures
Questionnaires
Feedback -Speakers
1. Which type of speakers are preferred by consumers?
a) 2.0
b) 2.1
c) 4.1
d) 5.1
e) Others
2. Which company has the highest volume of sales in the product line? Please mention
below table.
2.1
4.1
5.1
TOWER
b) 10-20
c) 20-30
d) More than 30
4. On a scale of 1-5, rate the below attributes on which affects consumers decision on buying
subwoofer / home theater speakers. 1-Minimum -- 5-Maximum
Service
Quality
Reliability
Price
Size
Availability
Brand Image 1
5. Any unique feature in subwoofer / home theater speakers, which attracts the consumers and
makes them buy the product
Feature.................................. Brand name..................................... Price....................................
6. On a scale of 1 to 5, rate the importance of features for a subwoofer / home theatre speakers.
1-Minimum --- 5-Maximum
FM Radio
LED display
Wireless Connectivity
USB/SD slot
8. When did the sales person from Zebronics last visit your establishment?
Visits frequently
last 20 days
last 30 days
last month
9. Is the salesperson able to give you the correct details for the below mentioned Attributes?
Product details
Yes
No
Product Price
Yes
No
Product Demo
Yes
No
10. Is the sales officer able to clear your technical query regarding the products?
Every time
occasionally/Sometimes
Almost never
Never
11. Has customers asked for any particular feature which was not present in any of existing
subwoofer / home theatre speakers?
Yes
No
...............................................................................................................