COMPARATIVE ANALYSIS OF BAJAJ ELECTRICALS LTD.

WITH OTHERS IN LUCKNOW MARKET

A Summer Training Report Submitted for the Partial Fulfillment &
Requirement for the Award of the Degree of
Master of Business Administration
Submitted by

MUDASSER EQBAL
Roll No- 14MBAW03
Enrollment No- GG2078
DEPARTMENT OF BUSINESS ADMINISTRATION
(FMSR)
ALIGARH MUSLIM UNIVERSITY
MURSHIDABAD CENTRE, WEST BENGAL
2015

Under the Supervision of

Mr. C.V.SINGH
Sr. Manager Appliances
BU-KAP, Lucknow
(Bajaj Electricals Ltd.)

Declaration
I, MUDASSER EQBAL, hereby declare that, the project entitled
COMPARATIVE ANALYSIS OF BAJAJ ELECTRICALS LTD. WITH
OTHERS IN LUCKNOW MARKET is submitted by me to Bajaj Electricals
Ltd., based on a research study conducted and presented towards the partial
fulfillment for the Award of the degree
Master of Business Administration.
The report is based on my own work experience during the one and half months
with the organization.

Place:
Date:

signature

CERTIFICATE

This is to certify that, Mr. Mudasser Eqbal a student of MBA (Marketing &
Operation) bearing Enrollment No- GG2078 of Aligarh Muslim University,
Murshidabad Centre has successfully completed the Summer Internship Project
from 8th June to 31th July, 2015 under my supervision. The topic covered by him is
COMPARATIVE ANALYSIS OF BAJAJ ELECTRICALS LTD. WITH
OTHERS IN LUCKNOW MARKET

During his tenure his conduct found satisfactory.

We wish him all success for his future.

Mr. C.V. SINGH

Sr. Manager Appliances
BU-KAP, Lucknow
(Bajaj Electricals Ltd.)

ACKNOWLEDGMENT

First of all, I believe that whatever I achieved in my life is the result of Almightys grace. So I
thank Almighty ALLAH for having best owned upon me confidence, strength and zeal to
complete this summer internship report in its form.
It is impossible to thank the people who have helped me to prepare my project, but I would like to
take the opportunity to express my profound gratitude and indebtedness to the following.
I am expressing my deep gratitude to Bajaj Electricals Ltd for giving an opportunity to do a
project on A Comparative Analysis of Bajaj Electricals Ltd. With others in Lucknow
Market and study under them.
I would like to thanks Mr. C.V. SINGH (Senior Manager - appliances, Bajaj Electricals Ltd.
In Lucknow) for assisting & guiding me throughout the training program.
Last but not the least; I would also like to thanks all the respondents & friends and
dealers/distributors, customers for giving me their precious time, relevant information and
experience, without which the project would have been a different story.

MUDASSER EQBAL

TABLE OF CONTENT
TITLE

PAGE NO.

a) Executive Summary
b) Chapter- 1
1. Introduction

2. Need of the study

3. Objective of the study

10

4. Scope of the study

11

5. Limitation

12

c) Chapter 2
1. Research Methodology

13

d) Chapter 3
1. Company Profile

17

2. Product Profile

28

e) Chapter 4
1. Data Analysis & Interpretation

32

f) Chapter 5
1. Findings

60

2. Suggestions

61

3. Conclusion

62

g) Questionnaire

63

EXECUTIVE SUMMARY

As the title of the project suggests, this project is all about the study of the Comparative
Analysis Of Bajaj Electricals Ltd. With Others in Lucknow Market. A comparative study is
one of the most important factor for a manufacturing company as they distribute their products in
the market to grab the customers and to achieve the higher market share.

As there is tough competition in the market of kitchen appliances it is very much important for
Bajaj Electricals Ltd. to have higher market share and satisfied trade partners and Customers. A
satisfied customer is an asset for the company who will make repeat purchase and bring new
customers and in this way market share of Bajaj Electricals Ltd can be increased.

As this is all about the detail study of kitchen Appliances product in Lucknow market, a lot of
survey is conducted, by which all the primary information about the market share and the level
of satisfaction customer were collected. In this process several distributors, dealers, customers
were surveyed. All the required secondary information is gathered from the company as well as
from the internet, books and journals. In order to find out the Brand & their price preference,
service level, product quality, margin, promotional offer, after sale service they want from the
company, a questionnaire has been prepared. The questionnaire for the existing dealers and
customers will help to interpret the market share and satisfaction level of Customers. At last by
analyzing the response of the questionnaire by different charts, we can draw a conclusion about
the Market Share and the Customers Satisfaction towards Bajaj Electricals Ltd.

CHAPTER 1

INTRODUCTION

Marketing is essentially about marshalling the resources of an organization so that they

meet the changing needs of customers on whom the organization depends. As a verb, marketing
is all about how an organization addresses its markets.

Marketing is The management process which identifies anticipates and supplies

customer requirements efficiently and profitably.

Marketing is a total system of interesting business activities defined to Plan, piece,

promote and distribution want satisfying products & services to present and potential
consumers.
- William. J.
Stantion

Marketing is the performance of business activities that direct the follow of goods and
services from the producer to the consumer or user.
- American Marketing Association

A social and managerial process, by which individuals and groups obtain what they need
and want, through creating and exchanging product and value with others.

To achieve a higher market share is a difficult task, it starts with a commitment to deliver the

quality product at cheaper rate to the customer which is also a concern of the dealers. Hence for a
manufacturing company, in order to grab high market share, it is highly important to satisfy its
customers as well as its dealers. For establishing a higher market share, consumers as well as
traders satisfaction should be the primary motive of the company.
For the traders satisfaction, understanding them is very important, the first step in
understanding the traders is to listen them. A company needs to hear what its traders are saying
about its people, product service and vision. Their information helps to develop meaningful
product and service. High trader satisfaction comes from providing effective services. But giving
that service is a continuous activity. It means being efficient, reliable, courteous, curing and
professional every time.
And for the consumers satisfaction, their feedback is very important. A consumer
satisfaction level will be high if he/she gets a quality product at cheaper rate with better after sale
service. The consumers satisfaction level can be known by knowing the feedback by them about
the product they are using. Organizations need to listen to their consumer, as one company
executive said, talking to a satisfied customer is talking to myself.

NEED OF THE STUDY

As there are a large number of dealers dealing with Bajaj kitchen appliances, the study was
conducted to know the market share of Bajaj Electricals Ltd. This in turn enables the company to
enhance its stringent competitiveness in the kitchen appliances market.

As customer satisfaction provides a leading indicator of consumer purchase intentions and

loyalty and it also helps to gain new customer and retention of existing customer. So this study
was also conducted to know the satisfaction level of the customers who are using Bajaj kitchen
appliances products.

OBJECTIVE OF THE STUDY

Objectives are the end towards which activity aimed; the end result to be achieved. No enterprise
or an organization can accomplish its task until it has some defined objective.

Likewise no research work can carried out until and unless it has some objective. The objective
of my research study is based on the criteria which are follows:-

To find out the market share of Bajaj Electricals Ltd.

To find out the competitor of Bajaj Electricals Ltd.
To find out factors influencing dealers to deal with Bajaj Kitchen Appliances Products.
To identify dealers suggestions with respect to Bajaj Electricals Ltd.
To know the satisfaction level of customers towards Bajaj Kitchen Appliances Products.
To know the customers preference on which basis they choose a brand.
To know importance of after sales service for satisfaction of customers.
To find out if there is any need of changing products attributes.
To identify customers suggestions with respect to Bajaj Kitchen Appliances Products.

10

SCOPE OF THE STUDY

1. This project study is carried out for academic purpose and for partial fulfillment of MBA
degree.
2. Scope of my study is limited to the geographical area of Lucknow.
3. The study is concerned with the market share and service quality of Bajaj for the satisfaction
of its dealers and customers.
4. All findings and recommendations are based on the analysis of dealers & customers opinion.
5. The data available from Bajaj dealers and customer helped company to make necessary
changes in product and their service.

11

LIMITATIONS

The project suffers from the following limitations due to the inherent and restrictive nature of the
study undertaken:
1. Project duration is very short to carry out such a project work.
2. The study was limited to the geographical area of Lucknow.
3. The sample size is limited.
4. Getting accurate information from the respondents due to their inherent problems. They may
be partial or refuse to co-operate.
5. Concern person of shop keeping in charge will always change, so that their assessment of the
product and the relationship with the company officials could not be adequate.

12

CHAPTER 2

RESEARCH METHODOLOGY

13

RESEARCH METHODOLOGY

Research methodology describes how the research study was undertaken. This includes the
specifications of research design, sources of data, method of data collection, the sampling
method and the tools used:

GEOGRAPHICAL AREA:
The study is conducted in Lucknow City.
PERIOD OF COVERAGE:
The duration of project work is about 45 days.
RESEARCH DESIGN:
The research design used in this project by the researcher is the descriptive research
design.

Descriptive research design:

Determining the relationship between two are more variables.

It is well structured.

It is more economical, we can gather more information.

14

Problems can be found after the questionnaire preparation.

It needs less time.

SAMPLE DESIGN:
Population:
Population for this research is set of dealers and customers those who are dealing with
Bajaj Kitchen Appliances Products in Lucknow City.

Sample units:
The sampling units used by the researcher for this research, are those who are dealing
Roots Auto Products.

Sample size:
The number of samples collected by the researcher is 150 dealers and 112 customers.

Sampling procedure / Sampling method:

The sampling method used for this study is non-profitability convenience sampling,
which is selected according to the easy and convenience of the researcher.

METHOD OF DATA COLLECTION:

Primary data:
15

The researcher collected both by direct survey from the retailers through questionnaire
& interview schedule. The researcher used structured non-disguised questionnaire.

Secondary data:
Here the researcher collected secondary data from the company profile, industry
profile and official web sites.

RESEARCH INSTRUMENT:
Research instrument used for data collecting is questionnaire and interview
schedule.

Questionnaire:
The questionnaire is prepared in a well-structured and non-disguised form so that it is
easily understandable and answerable by everyone. The type of questions include in the
questionnaire are open-ended questions, multiple choice questions and dichotomous questions.

Interview Schedule:
The interview method of collecting data involves presentation of oral-verbal stimuli
and reply in terms of oral-verbal responses. Then the responses are filled up in the questionnaire,
for further analysis.

STASTICAL TOOLS USED FOR ANALYSIS:

The researcher carries out analysis through various statistical tools. The statistical
analysis is useful for drawing inference from the collected information.

Simple percentage analysis.

16

Cross - Tabulation

CHAPTER - 3

COMPANY PROFILE

17

INTRODUCTION

The Bajaj group of India owes immense gratitude to their founding father whose vision
and dedication over the years has greatly helped to build a business house that can set
standard in Indian industry.

Jamnalal Bajaj was the founding father of the Bajaj Group. The adopted 'fifth' son of Mahatma
Gandhi, and the 'merchant prince' who held the wealth he created in trust for the people of

18

his country, Trust - a simple word that contains a whole philosophy handed down by
Jamnalal Bajaj to his successors. He valued honesty over profit.

kamalnayan Bajaj, elder son of Jamnalal Bajaj, followed footsteps of his illustrious father and
consolidated the Bajaj

foundation. With characteristic foresight and pragmatic; vision, he

launched a steady diversification program which gave the current name "Bajaj" both its
shape and size. His unique management style created a work culture that matched well with the
national spirit he had inherited.

Ramkrishna Bajaj took over the reins of the "Bajaj group" in 1972 after Kamalnayan Bajaj and
steered the Group from strength to strength for over 22 years. He had also actively participated in
the freedom struggle of the country. In post independent India, he had led the youth movement.

19

Shekhar Bajaj, Chairman & Managing Director of Bajaj Electricals Ltd., started his career with
Bajaj Sevashrarn after which he worked at Bajaj International, the groups export company. Mr.
Shekhar Bajaj joined Bajaj Electricals in 1980, became the Managing Director in 1987 and took
over as the Chairman and Managing Director in 1994. .

People don't just bring their brains to work: they also bring their hearts and soul. They want to
feel passionate about what they are doing and be a part of whatever is great. We at Bajaj
Electricals Limited, recognize this truism and seek out and strike a dialogue straight with the
hearts and souls) of our employees. Here is a quote from Mr. Shekhar Bajaj, our Chairman and
Managing Director -

"Every individual has the potential to perform if he or she gets proper motivation, the right
opportunity and the freedom to work. In the long run success is achieved when ordinary
people perform extraordinarily. It is important to keep an open mind rather than drawing
preconceived impressions about people. More often that not, such impressions will be
proven wrong."

Faster, Higher, Stronger - is our maxim, our way of individual and organizational performance.
This is how we managed a successful business turnaround in Bajaj Electricals Ltd - with and
20

through each one of our employees. We are looking at collaboration for our luminaries business
through a licensing agreement as there is a need for technologically superior products which are
state-of-the art. We are in advanced discussions. I cannot disclose anything further at this
stage, Bajaj Electricals chief operating officer and president R Ramakrishnan said.

The luminaire business is one of the five special business units (SBUs) of the company. The
others are appliances, pans, lighting and the engineering business. Bajaj Electrical luminaires find
applications in the engineering, power, steel, cement, fertilizer, chemical and petrochemical
sectors.

Earlier, Bajaj Electricals had entered into a licensing agreement with Morphy Richards of the UK
for its irons. This tie-up also entails a technology transfer.

The company is targeting revenues of Rs 5000 crore by the financial year 2015.
"The biggest contributor to this will be the engineering business. Till recently, we were
only into the manufacture of power transmission towers. Now, we will be installing them
too," Mr. Ramakrishnan added. The engineering and projects business is also the fastest growing
business.

21

This entailed the reorganization in to five SBUs, brand building, and a growth of revenues.

Last year, the company also came out with a rights issue at premium of Rs 15 per share. Further,
the company also of out of the die-casting business by giving a VRS at the plant, selling the
development rights of the land and entering into a non-compete clause with a competitor.
Revamp helps Bajaj Electricals Turn Around
Hindu Business line
January 31, 2005
K. Giriprakash
V. K. Varadarajan
Bangalore Jan 30, 2005: BAJAJ Electricals has restructured its entire operations, including
shutting down some of its loss-making ventures, as part of its plans to turnaround the company.

Bajaj Electricals' President and Chief Operating Officer, Mr. Ramakrishnan, told Business Line
that the restructuring has helped the company to turnaround and now it expect its revenues to
about Rs. 5,000 crore. The company hopes to end the current fiscal with a revenue of around Rs
730 crore, an increase of 20 per cent over fiscal year 2014-15.

Mr. Ramakrishnan said it had roped in Accenture Consulting to chart out a turnaround for
the company. As per the new plan, Bajaj Electricals dropped its matrix structure for its
organization in favor of separate business units for each of its businesses.

22

It now has five separate business units - engineering and projects, luminaire, appliances, fans and
lighting. "Each of these units compete as separate businesses with its, competitors," Mr.
Ramakrishnan said. The company also got rid of unviable businesses.

For example, it shut down its die cast operations and offered VRS to 180 people. It also sold
surplus land of the unit.

He said the company also went in for financial restructuring by swapping high cost funds with
low cost long-term debt. The banks too have lowered interest cost and increased the
moratorium for another two years.

The company plans to invest about Rs 20 crore, spread over the next fiscal, to double the
existing capacity in its engineering unit to execute its Rs 160 crore worth of fresh order from
Power grid Corporation for erection and commissioning of power transmission tower.
Mr. Ramakrishnan said the engineering unit, which registered a growth of 88 per cent over the
last fiscal, is expected to outpace other business units. The company expects about 25 per cent of
its revenues to come from its engineering business, he said.

Mr. Ramakrishnan said with the Power Grid according thrill the status of approved EPC
contractors, it expects bigger orders from the power company. He pointed out that with an
estimated investment proposal of Rs 75,000 crore by Power grid Corporation, there was a
huge opportunity for the company.

23

Mr. Ramakrishnan said the company had entered into a licensing arrangement with Trilux, a
leading European luminaries brand and a market leader in lighting in Germany. The
tie-up, though is aimed to market the products to premium segments in the country, could
lead to manufacturing Trilux products in the long term.

Bajaj's own products to provide full spectrum of lighting products, he said. Similarly, Bajaj's
tie-up with UK's leading small appliances brand Morphy Richards had helped it to position
itself in the premium end of the market.

Mr Ramakrishnan said Bajaj Electricals has a market share of between 15 per cent and 20 per
cent in the appliances segment, 20 per cent in luminaries and 10 per cent in lighting.
The company has also been able to take on the unorganized sector by offering competitive
pricing of its products in the lower end. "Our China sourcing strategy has helped us to buy
from the world's best without compromising on the quality of the products,"

Bajaj Electricals Keeps on Shining More...

Bajaj Electricals Limited (BEL) is a part of the "Bajaj Group" of India w ho are in the
bus ines s of s teel, s ugar, tw o wheelers & three wheelers. Bajaj Electricals is well
established in their range of products such as lamps & tube lights, luminaries, small
household appliances, ceiling fans & table fans and turnkey engineering services. The
company has been in existence for the last 75 years and has steadily grown and expanded
its business both in domestic and international markets.

24

Bajaj Electricals has 19 branch offices and 4 regional offices spread in different parts of
the country besides being supported by a chain of about 1000 distributors, 4000
authorized dealers, over 400,000 retail outlets and over 282 customer care centres.

BEL today has five major business units comprising of lighting, luminaries, electric
fans, Kitchen appliances, turnkey engineering projects. BEL's export activities are well
supported through its International division. The Company has recently forayed into electric
power generation through wind energy in its quest to reduce the depletion of fossil fuels and
preserved the environment.
Total Quality Management (TQM) has taken roots in some important business processes of
the Company. Few business units of the company have already received ISO Certifications
while the other BUs are on the anvil to obtain the same.

PRESS NEWS
Business standard, August 13, 2015
Bajaj Electricals is presenting sponsor of Badminton World Championship:
Bajaj Electricals is the presenting sponsor for the broadcast of the tournament, while Maruti and
Ask Me are associate sponsors.
Anant Bajaj, joint managing director, Bajaj Electricals said: "The BWF World Championships is
Badmintons most prestigious tournament. It provides a brilliant platform for the continuously
improving and promising Indian badminton squad to show their skills. Bajaj Electricals is proud
to partner with Star Sports in this association and wish success and glory to Team India.

25

Times of India, January 22, 2008

Bajaj Electricals has reported a 93.8 percent rise in its net profit for the third quarter
ended December 31, 2007 at Rs 4.75 crore as against Rs 2.45 crore in the corresponding period
of last fiscal. Revenues from operations during the quarter were higher at Rs 170 crore as
against Rs 126 crore i n the same period of 2007-08.

Leading the Way

Corporate Dossier
Economic Times
January 14, 2008

Shekhar Bajaj, Chairman & MD, Bajaj Electricals Ltd.

A leader sets an example for others to emulate, and hence must be a high-level
performer. He's also respected by subordinates and colleagues, alike. He must
embody honesty, integrity and trustworthiness.

A leader is knowledgeable and well read and must guide and empower his subordinates to
perform their best.

26

VISION, PHILOSOPHY AND VALUES

We aim to bring greater happiness to our customers, through our

products
and services, while continuously enhancing stakeholder value.

Trust builds Quality

Quality builds Satisfaction
Satisfaction builds Relationship
Relationship builds Trust
We believe in Inspiring Trust

Build Trust: We will conduct all our business dealings with fair and ethical business practices
and strive to build trust in the minds of all our stakeholders.
Belief in Excellence: We believe in setting higher levels of Excellence in all our actions and will
27

recognize and reward the excellence achieved by our team members.

Delighting Customers: We will delight our customers by providing them world-class products
and services and thereby enhance their quality of life.
Ensuring Accountability : We will work in a transparent, performance oriented environment and
define clear accountability for our employees, while empowering them to achieve their
performance goals with speed and efficiency.
Encouraging Teamwork : We will ensure dignity and respect for the individual while
encouraging Teamwork.
Personal Growth : Every employee will be enabled to learn at the work place with significant
opportunities for Personal Growth and Contribution to the organization.

PRODUCT PROFILE

28

Helix Mixer Grinder

RPM 18000
No. of Jars - 3
Liquidizing Jar 1.5 ltr.
Dry Grind Jar -1 ltr.
Chutney Jar 0.3 ltr.
No. of Polycarbonate Dome 1
Warranty 5 yrs.

29

JMG Fresh Sip

RPM 18000
No. of Jar 2
Liquidizing Jar 1.5 ltr.
Dry Grind Jar -1 ltr.
Warranty 5 yrs.

Majesty ICX Pearl Induction Cooker

1900 watt
8 pre-set menus
4 digit LED display
Auto shut off
Warranty 1 year

Cooktops - CGS 9SS

3 burner system
Extra wide body
Matt finish SS body
Integrated stainless steel drip tray
Decorative control knobs
3600 central swivel nozzle
Warranty 5 yrs.

30

Cooker Hoods Majesty HX 7 BF

Stainless steel straight line model

Chrome push button control panel
Powerful twin suction of 650m3/hr.
Size 60 cms with baffle filter
Warranty 2 yrs.

Pressure Cooker PCX 65 H

Made from virgin Hindalco aluminium

Hard anodized PC
Stick resistant
Durable, lasts long
Handi shape
Base thickness 3.25 mm
Capacity 5 ltr.
Guaranteed for 5 years

Toaster ATX 4

750 watt and 50 Hz

2 slice auto pop up toaster
Cool touch body housing
Reheat function
Easy slide out crumb tray
Extra wide slot

31

OTG Majesty 2800 TMCSS

Capacity 28 ltr
Timer
Stainless steel body
Element selection switch
Single glass
Accessories available

Water Purifier UV WPX 3

3+1 stage water purification

Unique UV eye for assured purity
Non-corrosive stainless steel UV chamber
Electronic monitoring system
Bottle or glass holding tray
Flow rate of 2 ltr. Per minute

32

CHAPTER 4

ANALYSIS & INTERPRETATION

33

1. Are you dealing in Kitchen Appliances Products?

RESPONSE

NO. OF DEALERS

YES

123

NO

27

TOTAL

150

INTERPRETATION: Out of 150 dealer 123 are deals in kitchen appliances and 27 are not
intrested in kitchen appliances.
2. In which brands of kitchen appliances do you deal?

34

PRODUT BRAND
Bajaj
PRODUCT
Philips
Pressure Cooker
Prestige
Cookware
Hawkins
Gas
Stove
United
Sunflame
Other
Nirlep
Other

NO. OF DEALERS

101
82
64
89

53
NO. OF DEALERS
45
64
70
35
18
18
102

INTERPRETATION: Out of 123 dealers of kitchen appliances 53 deals with Bajaj, 45 deals with
Philips, 64 deals with Prestige, 70 deals with Hawkins, 35 deals with United, 18 deals with
Sunflame & Nirlep and 102 deals with other companies.
3. In which category of kitchen appliances do you deal?

35

PRODUCT
Pressure Cooker
Cookware
Gas Stove
Other

NO. OF DEALERS
13
10
10
52

INTERPRETATION: Out of 123 dealers 101 deals in Pressure Cooker, 82 deals in Cookware, 64
deals in Gas Stove and 89 dealers are dealing in other products of kitchen appliances.

4. In which category of Bajaj Kitchen appliances do you deal?

36

INTERPRETATION: Out of 53 dealers of BAJAJ 13 deals in Pressure Cooker, 10 in

Cookwares, 10 in Gas Stove and 52 in other products of BAJAJ.

5. In which brands of Pressure Cooker do you deals?

PRESSURE COOKER
37

NO. OF DEALERS

Hawkins
Prestige
United
Bajaj
Sunflame
Other

77
64
41
13
14
78

INTERPRETATION: Out of 101 dealers of Pressure Cooker 77 deals with Hawkwiths, 64 deals
with Prestige, 41 deals with United, 13 deals with Bajaj, 14 deals with Sunflame and rest deals
with other local brands.
6. In which brands of Cookwares do you deals?

COOKWARES

NO. OF DEALERS

38

Hawkins
Prestige
Bajaj
Nirlep
Other

41
47
10
29
55

INTERPRETATION: Out of 82 dealers of Cookwares, 41 deals with Hawkwiths, 47 deals with

Prestige, 10 deals with Bajaj, 29 deals with Nirlep and 55 deals with other local brands.

7) Do you know about Bajaj Pressure Cookers / Cook wares?

39

YES

NO

110

13

INTERPRETATION: Out of 123 dealers, 110 are aware about the Bajaj Pressure cookers and
Cookwares and 13 were unaware about these products.

8) What is the reason for not dealing in Bajaj Kitchen Appliances?

40

Brand
Image

Margin

Service

Price

Quality

Salesperson
visit

Other

36

11

10

11

18

56

INTERPRETATION: Out of total 123 respondents, 36 dealers marked Brand Image as the
reason, 11 to Margin, 10 to Services, 11 to price, 3 to quality, 18 to sales person visit and 56 to
other reason.

9) Which is the most selling brand of pressure cookers (in units)?

41

Hawkins

Prestige

United

Bajaj

Sunflame

Other

77

64

41

13

14

78

INTERPRETATION: Out of 101 dealers of Pressure Cooker, 77 deals with Hawkins, 64 with
Prestige, 41 with United, 13 with Bajaj, 14 with Sunflame and 78 with other local Brands.

10) Which is the most selling brand of cook wares (in units)?

42

Hawkins

Prestige

Bajaj

Nirlep

Other

41

47

10

29

55

INTERPRETATION: Out of 82 dealers of Cookwares, 41 deals with Hawkins, 47 with prestige,

10 with Bajaj, 29 with Nirlep and 55 with other local brands.

11) How can the sale of Bajaj Pressure Cooker/cook wares be increased?

43

Display of
products

Inshop
branding

55

13

Availability of Van activities

services
21

31

Other
41

INTERPRETATION: Out of 123 dealers, 55 suggested to display of products, 13 for Inshop

Branding, 21 for availabilty of services, 31 for van activities and 41 for other methods.

12) Do you know about UL certification?

44

Yes

No

51

72

INTERPRETATION: Out of 123 respondents, 51 were aware about UL Certification and rest
were unaware about it.
13) Do you know about Virgin Aluminium (Hindalco Sheet)?

45

Yes

No

38

85

INTERPRETATION: Out of 123 respondents, only 38 dealers were aware about the virgin
hindalco Aluminium sheets and rest were not aware about it.

CUSTOMER SATISFACTION RESULT

46

In my survey I have talked with 112 Customers to know the satisfaction level towards the Bajaj
Kitchen Appliance Products & to know suggestions to improve products and services of Bajaj
Electricals Limited.
Q1. Which Brand of pressure cooker do you prefer most? ( Only one brand can choose )
Brand

Customer

Bajaj

Hawkins

39

Prestige

25

United

18

Other

21

INTERPRETATION: It is obvious from above bar chart that Hawkins is the most preferable
brand among all of them. I tried to find out the reason of this statement in the other questions
which are coming next.
Q2. Which factors do you consider most before purchasing products? ( Only one factor can be
choose)

47

Attributes

Customer

Price

32

Quality

51

Brand Image

11

Availibility

Other

11

INTERPRETATION: It is obvious from the above chart that in the Gomtinagar area of Lucknow
majority of people prefers quality pressure cooker and the second majority is with price of the
pressure cooker.

Q3. Are you satisfied with the brand of pressure cooker that you are using?

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

48

Strongly agree with the statement

29

27.10%

Agree with the statement

46

43%

Neither agree nor disagree

13

12.10%

Disagree with the statement

8.40%

Strongly disagree with the

statement

10

9.30%

INTERPRETATION: Most of the people were satisfied with there brand in overall performance.
Only 17.70% people were dissatisfied while 9.30% consumers were strongly dissatisfied with the
brand they are using. I tried to discover the reason of their satisfaction or dissatisfaction in the
next questions.

Q4. Are you satisfied with the price of your product?

49

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Strongly Agree

30

27.8%

Agree

40

37%

Neither agree nor disagree

18

16.7%

Disagree

15

13.9%

Strongly disagree

4.6%

INTERPRETATION: Most of the people are satisfied with the price in Gomtinagar Area of
lucknow so price is not a big issue in this particular area of lucknow.
We can not take this result for the whole lucknow because living style of the people of
Gomtinagar is totally different From Old lucknow. And still we cant totally ignore those 18.5%
who are dissatisfied with the price.
16.7% people can be move to dissatisfaction level if company increases the price.
Q5. Are you satisfied with the quality of Pressure cooker that you are using?

50

SATISFACTION LEVEL

CUSTOMER

% OF RESPONDENT

Strongly Agree

35

31.8%

Agree

52

47.3%

Neither agree nor disagree

14

12.7%

Disagree

8.2%

Strongly Disagree

0%

INTERPRETATION: Most of the consumers are satisfied with the quality of pressure cooker.
Some consumers are dissatisfied with the quality of pressure cooker may
be the reason that they have chosen local brand
Q6. Are you satisfied with the services provided by the brand?

51

SATISFACTION LEVEL

CUSTOMER

OF RESPONDENT

Strongly Agree

8.20%

Agree

31

28.20%

Neither agree nor disagree

50

45.50%

Disagree

19

17.30%

Strongly disagree

0.90%

INTERPRETATION: Most of the people answered NAND in this question because there is only
one service is provided to the pressure cooker consumers that is warranty.
And most of the pressure cookers do not needs this service (It means generally pressure cooker
does not malfunctions in 3 or less year period)
Q7. Does dealer provide adequate information about the pressure cooker?

52

Response

Number of Customers

% of Customers

Strongly agree

52

47.27%

Agree

28

25.46%

Neither agree nor disagree

20

18.18%

Disagree

7.27%

Strongly disagree

1.82%

INTRPRETATION: Most of the consumers are satisfied with the Information provided by the
dealer. Only 10% percent of the people are dissatisfied with the information provided by the
dealer.
Q8. Who affects the decision making in purchasing the pressure cooker?

53

Response

Number of Consumers

Percentage of consumers

Housewife

71

65%

Bread Earner

24

22%

Children

6%

Relative/Neighbors

4%

Other

3%

INTERPRETATION: Housewife First and then Bread Earner Affects the decision making while
purchasing the kitchen Appliances.
While children Affects 6% Relative/Neighbor affects 4% and 3% other stimuli.

Q9. Who is the decision maker in purchasing the pressure cooker?

Decision Maker

Consumers

% OF RESPONDENT

54

Housewife

93

84%

Bread Earner

13

12%

Other

4%

INTERPRETATION: As we can see the major portion is occupied with the housewife blue
portion. It means while purchasing kitchen appliances women leads in decision making.
Yet 12% are taken decision takes by Bread Earner in some places while 4% decision are taken by
Other person may be by mature children of home or mother-in-law/Father-in-law (etc.) of the
housewife.
Q10. Are you willing to switch to other Brand in the next purchase of pressure cooker?

Response

No. of Respondent
55

Percentage of respondent

Strongly Agree

7%

Agree

26

24%

Neither Agree nor

Disagree
Disagree

44

40%

22

20%

Strongly Disagree

10

9%

Interpretation: Most of the people are neither agree nor disagree in this statement because they
dont have any idea that on what basis they will purchase new pressure cooker. Because pressure
cooker is not a thing that people purchases it regularly. It is a durable product so most of the
people are not decided about the switching to other Brand
Some people dont want to switch to other brand may be the reason that they are fully
satisfied with the current brand.
And some People want to switch to Other Brand these I have asked the next question to
those who want to switch to Other Brand
Q11. What is the reason for switching from current Brand?

56

Consumers
High Price

12

Quality

15

Availability

Services

Other

% OF RESPONDENT

Interpretation: Out of 112 consumers only 33 consumers was willing to switch from current
brand.
As we have found in question no. 2 of consumer survey that about 46% people are quality
conscious that is showing here as a majority most of the consumers willing to switch from
current brand of pressure cooker.

Q12. What is your liking in purchasing Kitchen appliances (KAP)?

57

Consumers

% OF RESPONDENT

Online

2.7%

Offline

98

89.9%

Both

7.3%

Interpretation: In this survey 7% consumers like both (online and offline) shopping and 3%
people are liking online shopping it means 10% (7%+3%) consumers like online shopping this is
a sign that market is shifting from offline to online trend. Means in upcoming 3-4 years in
Gomtinagar there will be a great demand of kitchen Appliances.

I asked this question to those who are using Bajaj pressure cooker
Q13. Are you satisfied with the quality of bajaj?
58

*In this question there were only 9 respondent*

No. of Consumers
Strongly agree

Agree

Neither agree nor disagree

Disagree

Strongly Disagree

Interpretation: There are only 9 responds for this question but here the good is that no
consumer is dissatisfied with the quality.
It means Bajaj has its streangth in quality.

59

CHAPTER - 5

FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS
60

1. From the detail analysis it is found that dealers are satisfied to doing business with Bajaj in
Lucknow Market.
2. More than 60% of dealers are doing business for a long time and also it has increased its
dealers in recent years.
3. Most of the Bajaj dealers are dealing with other electrical companies.
4. Most of the dealers happy with the product quality and price of Bajaj Electricals Products.
5. Dealers are unhappy with the promotional activity taken by Bajaj, they recommend more sales
promotional activity in dealers level also more advertisement to gain new customers.
6. Dealers are not satisfied with the after sales service provided by Bajaj, it is found that delivery
schedule is not maintained by Bajaj.
7. Dealers are satisfied with the speed, accuracy, paperwork while processing orders.

8. From my survey it is found that most of the customers of Bajaj are satisfied with the quality
price and design of the product which they are using.
9. About 40% of customer said that the products of Bajaj do not bears latest technology.
10. Customers are very satisfied with the warranty period offered by Bajaj.
11. As far as customer complaint is concerned 33% customers have lodged complaint about
problem in their product and 40% responded that their complaint has been resolved after three
days
12. Many customers are not satisfied with the After Sale Service provided by Bajaj.

SUGGESTIONS
61

 Bajaj should maintain good relationship with the dealers.

Bajaj should provide more promotional scheme to its dealers and increase its promotional
activities.
Bajaj should give more advertisement as it lacks in advertisement and sales promotional
activities.
Company should improve After Sale Service and delivery schedule as it is very
important for dealers and customers satisfaction.
Though product quality is good company should introduce more products with latest
technology and improve features.
Bajaj should reduce the complaint resolution time for improve customer satisfaction.
There is a need of further quality improvement.

62

CONCLUSION
As there is very tough competition in the market it is becoming more important to have satisfied
trade partners and customers to stay in market and to retain and gain new customer and for the
growth of the company. Bajaj is competing with many established Indian and global brands and
has mostly achieved in satisfying its customers as well as dealers. It is evident from this study
and Bajaj is advised to maintain its Quality and improve its service and products. The study has
been successful in knowing the Traders and Customers satisfaction towards Bajaj Electricals
Limited, in Lucknow.

QUESTIONNAIRES
63

Questionnaire on dealers:
NAME OF THE FIRM..
ADDRESS...
AREA...............................................................................................................
CONTACT PERSON.CONTACT No..

Dealer Categories: 1) Electricals

4) Crockery

2) Electronics
5) Groceries

3) Utensils
6) Others ______________

Q.1) - Are you dealing in Kitchen Appliances Products?

1) Yes

2) No

Q.2) - Are you interested in Kitchen Appliances?

1) Yes
2) No
*If No, what is the reason?
1) Sales Person Visit

4) Consumer Preference

2) Margin

3) Quality
5) Others_______________

Q.3) - In which brands of kitchen appliances do you deal?

1) Bajaj

2) Philips

3) Maharaja White line

4) Havells

5) Prestige

6) Inalsa

7) USHA

8) Any Others __________________

Q.4) - In which category of kitchen appliances do you deal?
1) Mixers

2) Induction cookers

3) Toasters

4) Kettles

5) Pressure cookers

6) Rice cookers

7) Microwave

8) OTG

9) Gas stoves/Chimney
10) Water Purifiers
11) Cookwares

Q.5) - In which category of Bajaj Kitchen appliances do you deal?

1) Mixers

2) Induction cookers

3) Toasters
4) Kettles

5) Pressure cookers

6) Rice cookers
7) Microwave

8) OTG

9) Gas stoves/Chimney
64

10) Water Purifiers

11) Cookwares

Q.6) - In which brands of pressure cooker do you deals?

1) Hawkins

2) Prestige

4) Tempo

5) Bajaj

3) United

6) Other______________

Q.7) - In which brands of cookwares do you deals?

1) Hawkins

2) Prestige

3) Havells

4) Nirali

6) Other______________

5) Bajaj

Q.8) - Do you know about Bajaj Pressure Cookers / Cook wares?

Pressure Cooker

Cook Wares

Q.9) - *(If yes) Why you are not dealing in Bajaj Pressure Cooker / Cook wares?
S.No.
1
2
3
4
5
6
7

Factors
Brand Image
Margin
Service & Spares
Price
Quality
Sales person visit/Discussion
Any others

P. cookers

Cookwares

Q.10) - What is their average monthly sale of pressure cookers in units?

Monthly Sale

Total Sale

Max. Volume Brand

Quantity

Bajaj (Quantity)

(units)
Q.11) - What is their average monthly sale of cook wares in units?
Monthly Sale

Total Sale

Max. Volume Brand

Quantity

Bajaj (Quantity)

(units)
Q.12) - How can the sale of Bajaj Pressure Cooker/cook wares be increased?
S.No.
Factors
1
Display of Products
2
In shop Branding

P. cookers

65

Cookwares

3
4
5

Availability of Spares/ Services

Van Activities
Any Others

Q.13) - Do you know about UL certification?

1) Yes
2) No
Q.14) - Do you know about Virgin Aluminium (Hindalco Sheet)?
1) Yes

2) No

Questionnaire on Customer Satisfaction about Bajaj ElectricalsLtd.:

Name :
Address:
Gender:

Male

Female
66

Average monthly income:

a) below 20k

b) 21k 30k c) 31k 40k d) 41k 50k e) above 50k

Q.1) - Which brand of pressure cooker do you used?

a) Bajaj
b) Hawkins c) Prestige
d) United

e) Other

Q.2) - What is the major factor to select a brand?

a) Price
b) Quality
c) Brand Image
d) Advertisement
f) Availability g) Other
Q.3) - Are you satisfied with the brand you are using?
a) Strongly agree
b) Agree
c) NAND
d) Disagree

e) Services

e) Strongly disagree

Q.4) - Are you satisfied with the price of the product you are using?
a) Strongly agree
b) Agree
c) NAND
d) Disagree e) Strongly disagree
Q.5) - Are you satisfied with the quality of the product you are using?
a) Strongly agree
b) Agree
c) NAND
d) Disagree e) Strongly disagree
Q.6) - Are you satisfied with the services of the brand you are using?
a) Strongly agree
b) Agree
c) NAND
d) Disagree e) Strongly disagree
Q.7) - Does dealer provide adequate information about the product?
a) Strongly agree
b) Agree
c) NAND
d) Disagree e) Strongly disagree
Q.8) - Who affects the decision making in purchasing of kitchen appliances?
a) Housewife b) Bread earner
c) Children d) Relative/Neighbor e) Other
Q.9) - Who is the decision maker in purchasing of the kitchen appliances?
a) Housewife b) Bread Earner
c) Other
Q.10) - Are you willing to switch to other brand?
a) Strongly agree
b) Agree
c) NAND
d) Disagree

e) Strongly disagree

Q.11) - What is the reason for switching to other brand?

a) Price
b) Quality
c) Availability d) Services
e) Other
Q.12) - Are you satisfied with the quality of Bajaj products?
a) Strongly agree
b) Agree
c) NAND
d) Disagree
Q.13) - What is the mode of purchasing of kitchen appliances?
a) Online
b) Offline

67

e) Strongly disagree