A Project Report On

Dealers Survey regarding customer preferences

Towards features of multimedia speakers and evaluation of
Salesperson Performance in Zebronics

2014

Under the Supervision of:

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

Top Notch Infotronix (India) Pvt. Ltd.

No.6C, Valliammal Road, Vepery, Chennai 600 007
Phone: +91-44-40000007 Fax: +91-44-43539272
Email: enquiry@zebronics.com

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

Objective And Scope Of Study

Research Problem

29-32

Research Methodology

32-35

Analysis And Interpretation

35-63

Finding Of The Study

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.

ECONOMIC GROWTH DURING LIBERALIZATION MEASURES:

Computers became common Business tools in the late 1950s. Firms were able to collect, store and
manipulate vast data to aid marketing decision makers. Marketing information system developed out
of these aspects. Marketers have been using electronic tools ever since. But the recent internet and
other developments in information technology have created sensational changes in the way a
business operates. Information Technology modes include electronic mail, corporate and public
databases, application systems, fax, video and computer conferencing. These act as driving forces for
globalization of business. Organizations are scrambling to determine how they can use information
technology profitably in furthering their business.
Market Liberalization has been embraced by developing countries around the world since the 1980s,
in the hope of achieving economic growth and development through participation in an increasingly
interconnected global economy. Developing countries that once feared economic dependency on the
industrialized world now fear left out of the dynamic process of economic globalization.
IT Hardware is one of the most global of industry sectors, particularly since the ascendance of the
personal computer, whose horizontal industry structure has replaced the vertically-integrated
structure of the mainframe computer industry. While the mainframe industry was more nationally
oriented, the PC industry has been organized around a global production network, with particular
countries mostly in East Asia- specializing in activities such as PC assembly and production of
components and peripherals. Newcomers such as China, India, Mexico and several eastern European
states have liberalized their computer sectors in hopes of joining the global production network and
gaining access to technology and capital.
The emergence of the Internet has created new pressures for liberalization. The Internet represents a
global infrastructure that can be exploited by developing countries to connect with markets and
production networks around the world at a relatively low cost.

GROWTH OF ITS HARDWARE PERIPHERALS INDUSTRY DURING RECENT

DECADE:
The impact of global recession on the computer hardware companies is left behind and they are back
on the progress track. It seems that the forecasts that were made before recession are going to turn
true. Different segments of the computer hardware industry are growing with improvement in their
design and functionality and rise in their demand.
Not only the big hardware manufacturers, but the small and medium sized enterprises too are making
big contributions towards the industry growth at a global level. Below you can find few sections that
analyze the growth of computer hardware industry segments in different countries.
In 2008, the global PC market generated the revenue of $203.7 billion that represented the compound
annual growth rate of 8 percent from 2004 to 2008. The PC market in China had total worth of $21.8
billion in 2008 representing the total compound annual growth rate of over 14 percent. The United
States PC market generated $50.6 billion in 2008 showing 3.8 percent compound annual growth rate.
An impressive growth of 42 percent was shown by the PC sales between October and December
2009 in the Indian market. The 52 percent of the desktops sold were contributed by the multinational
computer companies and 13 percent by the Indian hardware manufacturers. The remaining 35 percent
consisted of assembled desktops.
In China, the total revenue generated from the networking hardware was $4.8 billion in 2008. For the
same year, the network hardware growth in the United States was $23 billion. The total revenue for
the global network hardware market in 2008 was $112.8 billion. Also, the global storage hardware
and peripheral market recorded the revenue of $160.3 billion in 2008.

The Future Trends

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

Top Notch Infrotonix Pvt Ltd.

Founded: 1997, Chennai, India.
Purchase & Marketing Director:-Mr. Rajesh Doshi,
Zebronics, a well-known established Indian IT brand today was started in 1997, in Chennai. The
company was known for quality computer chassis for initial few years. Today Zebronics is one of the
most reputed peripheral brands in the country. The ranges of product have been increased extensively
and not only in computer peripherals but also in end consumer life style products and
communication.

Market of strategy and vertical focus

Zebronics think differently and evolve in new directions. Apart from expanding the reach of
Zebronics products, Zebronics now have a wide range of end consumer devices apart from
peripherals. The product range is very diverse now. Zebronics will be updating the existing product
range regularly to keep up with the changing technology, in the segments Chassis, Power supply
UPS. Our main focus is in the new product segments in which we have seen incredible growth like
Speakers, Headphones, Portable Media Players, TV Tuners, LED monitors, Laptop accessories,
keyboards, mouse and more. And to drive the growth further, Zebronics are also going to launch new
products entering new segment, its going to be exciting year.
Zebronics have very unique approach to marketing and we treat all the smaller zones as an
independent entity rather than treating the whole nation as one. This way we can cater the local
markets according to their needs and more efficiently. We launch schemes and offers customized to
these smaller zones, which helps the channel in a better way. We also give advertisements and press
releases regularly in media. We also send our products for review to various magazines and websites.

We also participate in various college fests and road shows which gives an opportunity to the
consumers to experience the products.

Channel strategy & Channel in India

Zebronics believe the channel partners are the wheels of our business which helps us move forward.
We customize the distribution model according to the region, such that its in interest of Zebronics as
well as all our channel partners. We have customized Distribution network across the nation
according to the market. There is no single distribution model for Zebronics in Indian market. All our
partner policies therefore are structured to optimize the business interests of the partners as well as
Zebronics. In spite of VFM factor, we make sure that the channel partners get a good margin for the
efforts they put in. In all of this, we will seek to, extend the hand of partnership with the channel
community, and look for their full hearted support as always we get.

How Zebronics is positioned in the market?

Zebronics have its own business model. We have products which are unique in the market. We try to
give the consumer best possible quality for given price point. The word value for money plays a key
role when developing Zebronics products. We are also very careful about quality of our products. We
do lot of in-house testing before launching any product. To take care of our customers and channel
we have 70+ service centers across India and plans for many new service centers in b and c tier cities.
Even in marketing we have very unique local approach, rather than catering everyone as same. We
have a big loyal chain of channel partners and dealers as all are well taken care of by us.

Future plans and programmes in India?

Looking at the market now, its going to be a tough year, but its a good time to carefully expand the
product lines by bringing in innovative products. So though the tough time, the brands with required
blend of innovation, price and quality will lead. Right now we have strongest and one of the best
range of products we ever had, we have plans to expand in b and c tier cities rapidly. Its going to be
a tough year but z are sure of our success and staying Always Ahead.

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

A Personal & Corporate Gifting Brand

Zebronics is taking a step ahead showcasing as a value added brand, by being one's gifting
companion in all cherishing occasions.

Research & Development

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. Ensuring quality of product & service through constant radical
thought, dealers show faith in us as a brand and our team's dedication has been the factor to our
continuing success.

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".

Corporate Social Responsibility

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.

Product detail and Features :

1.

Support memory Card

FM Radio

Multimedia speakers 2.1

Support SD/mmc memory Card

Built in Fm Radio

Support Mp3&WMA file Format

Mp3 WMA file format

Remote full Function

Memory Card

FM Radio

MP3

Remote Control

2.

Multimedia Speakers

4.1

USB pen drive

FM Radio

Remote control

Supports SD/MMC cards

Built-in FM radio

USB pen drive

Supports MP3 & WMA file format

3. Multimedia Speakers 5.

FM RADIO
LED display
Support SD/MMC memory cards

Supports MP3 & WMA file format

4. Tower

Supports USB pendrive

Supports SD/MMC cards

Built-in FM radio

Full

function

remote

controller Supports USB

pendrive

Supports Mp3 files,

karaoke with 2 Mic

Qualitative Analysis

High

Star(*)

Question Mark (?)

Intex

Zebronics, Iball,Creative
BCG Matrix

Low

Market Growth rate

SWOT ANALYSIS OF ZEBRONICS

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

1. To Identify the demand of Zebronics multimedia speakers

2. To Know the Market Awareness of Zebronics
3. To Identify the satisfaction level of Zebronics Dealers and Distributors towards
the company
4. Competitors analysis of Zebronics speakers
5. Identify the Future channel partners for the Zebronics Product
6. Identify the most unique features demanded by the customers
7. Identify the regular interactions of sales person and dealers

LIMITATIONS

Small Sample size:

In our survey, we have taken a sample size of 65 customers, but only with these

samples we

cant make a proper conclusion.

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.

Lack of support from Dealers/ Distributers:

Sometimes Local dealers are avoiding us, may be due to time constraint or human behaviour
talked rudely, not filled the questionnaire very easily.

Survey in High Temperature environment :

As I Doing survey in the month of May/June, facing heat, sunburn, dehydration, it is
constraint on my survey

Not providing dealers address by the company

As there is no address detail of dealers provided the company, so it is very difficult to find
the dealers in ghaziabad

RESEARCH METHODOLOGY AND PROCESS

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 Main characteristics of this method are

It collects Primary as well as secondary data
It tends to be rigid so it has no control over the variables or deviation

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

Market share of multimedia speakers in Ghaziabad

Market share of 2.1 speakers

8%
17%
47%

intex
edifier

8%

creative
clarion

13%

F&D

7%

Zebronics

Market share of 4.1 speakers

9%
intex

12%
39%

edifier
creative

14%

clarion

6%
9%

F&D

11%

Zebronics
others

Market share of 5.1 speakers

9%

5%
intex

12%

42%

edifier
creative

11%

clarion

9%

F&D

12%

Zebronics
others

Table:1

Attributes Affecting Consumer buying decision

Rating

Service

Quality

Reliability

Price Size Availability

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

Attributes Affecting Consumer buying

decision
22%

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%

Touch Screen Pannel

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%

Touch Screen Pannel

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%

Ability of sales officer to clear

technical query

Percentage

Every time

17

27.87

Almost every time

9.84

Sometime

10

16.39

Almost never

8.20

Never

23

37.70

Total

61

Ability of salesperson to clear the technical query

40.00

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

Table for corresponding T-test value

Brand
Quality

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

There is correlation between price and the size

Null hypothesis (H0) - There is no correlation between the price and reliability
Alternate H1

There is correlation between price and the reliability

Null hypothesis (H0) - There is no correlation between the quality and size
Alternate H1

There is correlation between quality and size

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

Frequency of visiting sales Ability of sales officer to clear

person

technical query

Frequency of visiting sales

person

Ability of sales officer to

clear 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 ( (= (

Comment given by the Dealers and Distributor/ salesperson:-

 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:-

There should be direct communication between company and Dealer/Distributor

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

Product catalogue should be distributed among the dealers

Company should focus on promotional activities like advertisement in regionally famous

newspaper so ,it creates market awareness

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

3. What is the average sale of subwoofer / home theatre speakers in a month?

a) Less than 10

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

Touch Screen Panel

Wireless Connectivity

USB/SD slot

8. When did the sales person from Zebronics last visit your establishment?
Visits frequently

Last ten days

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

almost 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

If yes, please mention

...............................................................................................................

12. Any other comments