Project Report On CONSUMER PREFERENCE AND BRAND IMAGE FOR WINDSOR CABLE PVT.LTD.

Submitted in Partial Fulfillment Of the Requirement Of Master of Business Administration

Project Supervisor MR.Y.P DUA Marketing manager

Submitted By: Ashish Saini ENR No. 09961203910

Submitted To: Banarsidas Chandiwala Institute of Professional Studies,Dwarka, New Delhi. (Affiliated to Guru Gobind Singh Indraprastha University) SESSION 2010 - 2012

DECLARATION

I hereby declare that this Project Report titled CONSUMER PREFERENCE AND BRAND IMAGE at Windsor Cable Pvt. Ltd. submitted by me to Banarsidas Chandiwala Institute of Professional Studies, Dwarka is a bonafide work undertaken during the period from June 2011 to August 2011 by me and has not been submitted to any other university or Institution for the award of any degree diploma / certificate or published any time before.

Name: Ashish Saini Date: 20 /10/2011 Enroll No. : 09961203910

BONAFIDE CERTIFICATE

This is to certify that as per best of my belief the project entitled CONSUMER PREFERENCE AND BRAND IMAGE at Windsor Cable Pvt. Ltd. is to bonafide research work carried out by AshishSainistudent of MBA, BCIPS , Dwarka, New Delhi, in partial fulfillment of the requirement for the Project Report of the Degree of Master of Business Administration. He has worked under my guidance.

Name : Ms. SulekhaMunshi Project Guide

Counter signed by Name: Dr. SatishTaneja Director

ACKNOWLEDGEMENT

Exchange of ideas generates a new object, which helps a person to work in a better way. When a person is helped and provided guidance by others, his heart is found to pay gratitude and commutative appreciation.

This report bears the imprints of many people for this I first express my deep sense of gratitude to our Director,Mr. SatishTaneja who has been a constant source of inspiration to us.

I express my profound sense of gratitude to my guide Mr. YP.DUA(Assistant Manager), for all the encouragement and inspiration given to me during the preparation of this report and having made valuable critical comment on it.

I would be failing from my duties if I do not express my gratitude all my faculty members, for all the encouragement and inspiration given to me during the preparation of the project report and for their valuable teaching and guidance throughout.

Last but not the least I would like to recognize my parents for their timely check and suggestions over all the proceedings. To all those people and those unmentioned, my heartfelt thanks.

PREFACE

Someone has rightly said that practical experience is far better and closer to the real world than mere theoretical exposure. The practical experience helps the student to view the real business world closely, which in turn widely influences his/her perceptions and understanding of the real situation. Research work constitutes the backbone of any management education program. A management student has to do research work quite frequently during his entire life span. The research work entitled CONSUMER PREFERENCE AND BRAND IMAGE aims to know consumer awareness regarding Windsor and the product offered by it. The present report is a part of the project that contains the work done by me during the training period at Windsor India Ltd.

This project has offered me an opportunity to put all my efforts and the theoretical knowledge to practice and enhance my knowledge, and at the same time, given me practical experience in the field of marketing. It is surely going to help me in my future projects too. In the preparation of this report, I have made every effort to ensure that all steps involved in development of this project are adequately covered and the report be completed in it. Any suggestions for improvement, if rendered, will be gratefully accepted. I sincerely hope that this project will prove pure knowledge imparting, through provoking and thus stimulating future research work on these guideline.

TABLE OF CONTENTS

ACKNOWLEDGEMENT I PREFACE II Chapter No. 1 EXECUTIVE SUMMARY 1 Contents Page No.

INTRODUCTION TO COMPANY OBJECTIVES OF RESEARCH REVIEW OF LITERATURE

1 35 18 24

PRODUCT PROFILE

RESEARCH METHODOLOGY LIMITATIONS OF THE STUDY

36 41 42

DATA ANALYSIS & INTERPRETATION

FINDINGS & CONCLUSION

RECOMMENDATIONS & SUGGESTIONS

64

BIBLIOGRAPHY

CHAPTER I EXECUTIVE SUMMARY

The company was establish 25 years ago in 1986 as Windsor Cables Pvt Ltd. It has come a long way in establishing itself as quality manufacturer in the Cable industry. It has most modern testing equipments and quality control facilities to manufacture cables as per Indian as well as International standards. Windsor Cables Pvt. Ltd. is equipped with machinery of latest design and its manufacturing plant has well established lines.

Today our country is fast developing in terms of rural electrification, Industrial development, automation, architectural innovation and new source of power generation. To keep pace with the growing demand our policy is to serve with enhance quality, productivity, accuracy, efficiency and customer satisfaction with competitive cost.

Marketing is the function that primarily determines: o What the product or service shall be o How it shall be presented, promoted and distributed to the customer and kept useful to him and o How it shall be priced. o In the role of provider of goods and services, we make marketing related decisions as choosing who our customers are, what goods and services to offer, whether to sell one goods & services, what features emphasize and what price to charge.

The objective of making this project is to study the consumer perception towards Windsor products and to study customer preference for it.

CHAPTER-II

Introduction

Starting from a fledging organization 25years ago, Windsor Cables Pvt Ltd., has come a long way in establishing itself as quality manufacturer in the Cable industry. Windsor Cables Pvt. Ltd. is equipped with machinery of latest design and its manufacturing plant has well established lines. It has most modern testing equipments and quality control facilities to manufacture cables as per Indian as well as International standards.

Today our country is fast developing in terms of rural electrification, Industrial development, automation, architectural innovation and new source of power generation. To keep pace with the growing demand our policy is to serve with enhance quality, productivity, accuracy, efficiency and customer satisfaction with competitive cost.

Marketing is the function that primarily determines: o What the product or service shall be o How it shall be presented, promoted and distributed to the customer and kept useful to him and o How it shall be priced.

In the role of provider of goods and services, we make marketing related decisions as choosing who our customers are, what goods and services to offer, whether to sell one goods & services, what features emphasize and what price to charge.

The company is regarded as renowned and trusted manufacturers who always strive to provide the finest quality products to clients. The products undergo stringent quality tests before they are finally send to the client. With the vast experience, motivation and in-depth industry knowledge, the company is committed to deliver high precision cables to ensure Type of business is Manufacturing & Exporting. It is establish in the year 1986. Major Markets is India & its subcontinent. The total number of employees works in the company is 50 60 people.

MARKETING MIX

The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements are price, place, product, and promotion. The concept is simple. Think about another common mix - a cake mix. All cakes contain eggs, milk, flour, and sugar. However, you can alter the final cake by altering the amounts of mix elements contained in it. So for a sweet cake add more sugar!

Some commentators will increase the marketing mix to the Five P's, to include people. Others will increase the mix to Seven P's, to include physical evidence(such as uniforms, facilities, or livery) and process (i.e. the whole customer experience e.g. a visit the Disney World). The term was coined by Neil H. Borden in his article The Concept of the Marketing Mix in 1965.

PRICE

There are many ways to price a product. Let's have a look at some of them and try to understand the best policy/strategy in various situations

Premium Pricing:Use a high price where there is uniqueness about the product or service. This approach is used where aa substantial competitive advantage exists. Such high prices are charge for luxuries such as Cunard Cruises, Savoy Hotel rooms, and Concorde flights.

Penetration Pricing:-

The price charged for products and services is set artificially low in order to gain market share. Once this is achieved, the price is increased. This approach was used by France Telecom and Sky TV.

Economy Pricing:This is a no frills low price. The cost of marketing and manufacture are kept at a minimum. Supermarkets often have economy brands for soups, spaghetti, etc.

Price Skimming:Charge a high price because you have a substantial competitive advantage. However, the advantage is not sustainable. The high price tends to attract new competitors into the market, and the price inevitably falls due to increased supply. Manufacturers of digital watches used a skimming approach in the 1970s. Once other manufacturers were tempted into the market and the watches were produced at a lower unit cost, other marketing strategies and pricing approaches are implemented. Premium pricing, penetration pricing, economy pricing, and price skimming are the four main pricing policies/strategies. They form the bases for the exercise.

PLACE

Another element of Neil H.Borden's Marketing Mix is Place. Place is also known as channel, distribution, or intermediary. It is the mechanism through which goods and/or services are moved from the manufacturer/ service provider to the user or consumer.

There are six basic 'channel' decisions:

Do we use direct or indirect channels? (e.g. 'direct' to a consumer, 'indirect' via a wholesaler). Single or multiple channels. Cumulative length of the multiple channels. Types of intermediary (see later). Number of intermediaries at each level (e.g. how many retailers in Southern Spain). Which companies as intermediaries to avoid 'intra channel conflict' (i.e. infighting between local distributors)

PRODUCT

For many a product is simply the tangible, physical entity that they may be buying or selling. You buy a new car and that's the product - simple! Or maybe not. When you buy a car, is the product more complex than you first thought?

The Product Life Cycle (PLC) is based upon the biological life cycle. For example, a seed is planted (introduction); it begins to sprout (growth); it shoots out leaves and puts down roots as it becomes an adult (maturity); after a long period as an adult the plant begins to shrink and die out (decline).

PROMOTION

Another one of the 4P's is promotion. This includes all of the tools available to the marketer for 'marketing communication'. As with Neil Bordens marketing mix, marketing communications has its own 'promotions mix.' Think of it like a cake mix, the basic ingredients are always the same. However if you vary the amounts of one of the ingredients, the final outcome is different.

The elements of the promotions mix are:

Personal Selling. Sales Promotion & advertising. Public Relations. Direct Mail. Trade Fairs and Exhibitions.

OBJECTIVE OF THE STUDY-

This study aims at:-

To gather information about the demand. To know about the Windsor cable image in the market To know about the satisfaction level of customer and retailer. To find out what the customer and retailer wants. To knew the market share of company

REVIEW OF LITERATURE-

The concept of brand image has been very significant to consumer behavior from post 1950s. As Aaker and Keller confirmed in Hsiehs study that, brand image has been considered a vital part of a firms marketing program, not only because it serves as a foundation for tactical marketing mix issues but also because it plays an integral role in building long term brand-equity (1990).

Definition: Earlier definitions of brand image are presented in broad terms by Dobni (1990) who put forward the following writers understanding of brand image. Newman stated it as everything the people associate with the brand (1957). Reynolds (1965) confirms that an image was centered on drawing a few key beliefs from a vast variety of sources, thus creating your own impression based on the brand. Herzogs concurs that brand image was the sum of the total impressions. (1973). Indeed, such definitions all concur together; echoed by the words of Levy who stated that a brand image is a constellation of pictures and ideas in peoples minds that sum up their knowledge of the

brand and their main attitudes towards it (1978). A more recent insight into brand image was added by Woodside who defined image as the degree of positive or negative affect associated with psychological object (Reid, 2001). Theory behind brand image: According to Tyler (1957), there are three approaches to brand image: Subjective, Objective and Literal.

The first type, is a subjective image, this is when a potential customer hears or sees the brand name/logo and feel obliged to purchase the product or service, despite a lack of understanding as to why this is the case. The case simply relates to how the brand is perceived as significant to an individuals self-consciousness.

The second type of brand image is the objective form which is the attempt to generate an emotional need for the product, leaving you with the feeling that you need to purchase the product so as to satisfy this need.

The third is literal image, i.e. a logo which represents a company. This implies that upon seeing this picture/logo, the name of the company does not need to be uttered as the picture tells the consumer the whole story e.g. Nike with the tick or McDonalds with the golden arches. Evidently, the approach used to obtain and sustain a brand image will vary upon several factors as reflected by the analysis presented by Tyler.

Oxenfeldt and Swanns idea was that the brand image should allow the

company to establish its position within its market segment, protecting it from competition, thus allowing them to build upon this with market share growth (Park et al, 1986).

Moreover Park et al (1986) put forward in Bhats article that the importance of establishing a brand image relevant to its market segment in which it is based, is significant so as to ascertain a strong brand position, help create a barrier to entry for potential competitors: thus raise the brands performance in the market.

RESEARCH GAP

There are areas which have been identified and do require further investigation. The main issues that the some studies had not specified about the requirements of the customers regarding the product. However, some studies have suggested about various factors of purchase decision but does not help in decision making & strategic formulation.

CHAPTER III COMPANY PROFILE

The company is regarded as renowned and trusted manufacturers who always strive to provide the finest quality products to clients. The products undergo stringent quality tests before they are finally send to the client. With the vast experience, motivation and in-depth industry knowledge, the company is committed to deliver high precision cables to ensure

Business type
o

It works as Manufacturer and Exporter

Year of establishment
o

It was established in year 1986

Major Markets

It deals in india and Indian subcontinent like Bhutan, Bangladesh, Nepal etc.

Total number of employees

o

No. of employs work are around 50 people.

Vision:

"To be a globally recognized corporation that provides best electrical & lighting solutions,delivered by best-in-class people."

Mission: To achieve our vision through fairness, business ethics, global reach, technological expertise, building long term relationships with all our associates, customers, partners, and employees.

Values: Customer Delight a commitment to surpassing our customer expectations Leadership by example. A commitment to set standards in our business and transactions based on mutual trust. Integrity and Transparency: A commitment to be ethical, sincere and open in our dealings.

Application Areas With our harmless, dependable & durable cables we are successfully catering to the various wiring needs of every industries. Some of the following are:

Construction Industry

Shipping Industry Oil & Natural Gas Sector. Railway Industry Telecommunication Sector

Customization Customization has been our specialty. Our flexible mode of operation has helped us to coordinate with clients and create a collection at par with their specifications and expectations. Our team works in pace with our customers to obtain precious inputs and suggestions. This helps them to develop new collections and improvise the existing ones in various aspects

Why Windsor?

Proven Experience : 35 Years of rich industry experience Dedicated team of engineers to ensure superior quality of products Our raw material is obtained from industry pioneers such as: Hindalco Industries (Birla

Copper), Hindustan Cop[per Ltd., National AluminiumCo.Ltd. (NALCO), Bharat Aluminium Co. Ltd. (BALCO),

Trusted Network: We have an extensive network of trusted distributers pan-India. We build

and encourage strong relationships and we pride ourselves in customer satisfaction and timely delivery of goods at a competitive price.

Clients of Windsor Our qualitative cables have made us a trusted name among our widespread clients. . Through direct institutional sales, we have been able to make the interaction with our customers faultless and it also increase cost effectiveness sales of products. Owing to our superior quality raw material and a well equipped manufacturing unit, we have been able to serve large number of segments. Some of our valuable clients are:

ABB Simens BHEL NTPC Airport Authority of India Port Trust Vestas Dhoot Group of Properties MH Channel THDC Railways BSNL MES Airforce Border Flood Lights Division PSEB MSEB

Our Quality Quality is Our Hallmark. Being an ISO-9001 - 2000 certified company and well equipped with state-of-the-art quality control and testing facilities we are poised to offer absolute quality as desired by our domestic as well as global customers. We follow fully documented quality control measures from procuring raw material to testing finished products ensuring superior quality Cables.

SWOT ANALYSIS

Strengths:

Location: all the outlets are located near railway stations. Distribution channel is very strong. Talented and loyal staff support Less cost involved Good liaison

Weaknesses:

Competition is very hard Not a very big player like Mc Donald etc. Centralized control Less promotion

Target customers are travelers only general public should be targeted.

Opportunities:

New market as general public Entering international market Exports of products Establishment of more outlets in major markets promotion has major role to play

Threats:

Hard competition Difficult to enter international market Financial risk Centralization Government policies keep changing

World economy keeps changing

VARIOUS PRODUCT OF WINDSOR

Cables & Wires XLPE means cross linked polyethylene or vulcanized polyethylene. The basic material is low density polyethylene. Polyethylene is a thermoplastic material consisting of long chain of hydrocarbon molecules. At elevated temperatures these molecules tend to move relative to one another so that the material becomes increasingly deformable and will eventually melt at the temperature around 1 10C. We provide our customers a wide range of power cables made of finest quality materials .

LT XLPE Insulated Power Cable LT PVC Insulated Power Cable LT XLPE Control Cables LT PVC Control Cables Flexible Wire and Cable Rubber Cable Area Bunch Cable Co-Axial Cable Instrumenatation Cable

1) LT XLPE Insulated Power Cable

Windsor Three and half core LT XLPE Insulated Power Cable with aluminium 1100 volts Technical Advantages1. Longer service life. 2. Better resistance to surge currents. 3. High resistance to moisture. 4. High short-circuit rating.

Commercial Advantage1. Low laying cost because of comparatively small diameter of cable and lighter weight.

2. Low installation charges.

Windsor two power cable

They offer Windsor two power xlpe insulated and pvc sheathed armoured/unarmoured power cables with aluminium conductor suitable for 1100 volts.

o Three core xlpe power cable

We offer Windsor three core xlpe insulated and PVC sheathed armoured/unarmoured power cables with aluminium conductor suitable for 1100 volts..
o

Four core xlpe power cable

We provide Windsor Four core xlpe insulated and PVC sheathed armoured/unarmoured power cables with aluminium conductor suitable for 1100 volts

2) LT PVC Insulated Power Cable

Single core pvc power cable

Windsor single core PVC insulated and PVC sheathed armoured/unarmoured power cables with aluminium conductor suitable for 1100 volts..

Advantages A Non-hygroscopic Insulation Almost Unaffected By Moisture. Non Migration of Compound Permitting Vertical Installation. Complete Protection Against Most Forms of Electrolytic and Chemical Corrosion. A Tough and Resilient Sheath With Excellent Fire-resisting Qualities. Good Ageing Characteristics. Not Affected by Vibration.

Single core pvc power cable

Windsor single core PVC insulated and PVC sheathed armoured/unarmoured power cables with aluminium conductor suitable for 1100 volts.

Two core PVC power cable

Windsor two core PVC insulated and PVC sheathed armoured/unarmoured power cables with aluminium conductor suitable for 1100 volts.

Three core PVC insulated power cable

Windsor three core pvc insulated and pvc sheathed armoured/unarmoured power cables with alluminium conductor suitable for 1100 volts.. o Windsor four core PVC Power Cable

Windsor four core PVC insulated and PVC sheathed armoured/unarmoured power cables with aluminium conductor suitable for 1100 volts

3) LT XLPE POWER/Control Cables

Windsor Control Cables XPLE dsor Control Cables XPLE Insulated Armoured/Unarmoured Cables with Copper Conductor Suitable for 1100 Volts.

Advantages-

1 Higher current ratings : It is possible to use one lower size of cable as compared to PVC. 2Jointing and terminations are very easy. 3 XLPE cables are not prone to fatigue damage due to vibrations or loading cycles. 4Easy handling during installation because these cable are lighter in weight. 5XLPE cable retain their flexibility down up to 40'C. 6 Better resistance to most chemicals such as ordinary acids, bases and oils. 7PVC cables have distinct disadvantages regarding environmental protection, if they burn they gives of corrosive gases. Although XLPE also burns but the combustion products, carbon dioxide and water, do not cause a damage. Moreover it does not melt like polyethylene.

4) Flexible Wire and Cable

We are supplying Flexible Wire And Cable.

Advantages1.Flexible cables are used mostly at those places where the movement of cables is very common and frequent 2. The flexibility of these cables make them easier to pull through conduit. .

3. They are made to bend in tight spaces than large, stiff, standard cables. 4.suitable for quick connection. 5. They are available in various characteristic impedances including resistances.

PVC Insulated And Unsheathed Wire-

IS : 694-1990 Copper/Aluminium Conductor PVC Insulated Unsheathed Wires and Cables. From 1 sq.mm to 630 sq.mm

IS : 694-1990 Copper/Aluminium Conductor PVC Insulated Sheathed Cables. From Single core 1 sq.mm to 4 Core x 50 sq.mm

IS : 694-1990 Flexible Copper Conductor PVC Insulated Unsheathed Wires and Cables From 0.50 sq.mm to 300 sq.mm Twin Twisted and Twin Parallel from 2C x 0.5 sq.mm to 2C x 4 sq.mm

IS : 694-1990 Flexible Copper Conductor PVC Insulated And Sheathed Cables. From 2 Core x 0.50 sq.mm to 5C x 4sq.mm Including 3 Core Flat Cables for Submersible Pump Supplies.

IS : 694-1990 Flexible Multi Core Cables. From 6C x 0.50 sq.mm to 24C x 4 sq.mm From 2 C x 6 sq.mm to 4 C x 50 sq.mm..

Pvc Insulated And Pvc sheathed multi core cables

PVC Insulated And PVC Sheathed Multi Core Cables with Annealed Bare Flexible Copper Conductor suitable for 650/1100 Volts.

Pvc Insulated And Pvc sheathed single core cables

PVC Insulated And PVC Sheathed single Core Cables with Annealed Bare Flexible Copper Conductor suitable for 650/1100 Volts

5) Rubber Cable

They are supplying Rubber Cable. These Cables are used for power and control cables. Size up to 400 square mm. A cable is a flexible metal or glass wire or group of wires. All cables used in electronics are insulated with materials like plastic or rubber. These cables are widely used in various applications. They are used for trailing and flexible supply leads in either single or multi core versions. They will remain flexible even at sub zero temperatures. There are different varieties of cable for heavy and medium duty electrical applications used in both residential and industrial purposes. These cables are designed differently for different applications.

Uses

Some these cables are designed to be principally used in heavy industry and mining in dry and damp premises. These cables can deal with large workloads. They are suitable for outdoor applications in the dry, wet and dam. These cables are used in fixed installation of rail vehicles, buses, pipes and closed installation ducts. There are rubber cables for heavy duty use for generators, portable equipment and moving machinery, damp or oily environments. Medium duty these cables are used for power tools and light machinery, indoor/outdoor and wet conditions. Light duty flexible rubber cables are used for indoor/outdoor residential application.

Aerial Bunched Cables

Windsor Cables who have been manufacturing ACSR Consuctors since 2003 also supply the size 16 squaremm to 95 square mm of Low Voltage aerial bunched cables.

6)Co-Axial Cable

Coaxial cable is defined as two concentric wires, cylindrical in shape, separated by a dielectric of some type. One wire is the center conductor and the other is the outer conductor. A protective jacket covers these conductors. The protective jacket is then covered by an outer protective armor. Coaxial cables are used as transmission lines and are constructed to provide :Construction - Solid annealed bare copper conductor polyethylene insulated shielded with polyester backed alluminium tape and additional shielding with fine tinned copper braid protected with polyster tape wrapping and sheathed with PVC.

7) Instrumentation Cable

Instrumentation cables are not generic. Instrumentation cables are wires that allow for a signal to be put into one end

Advantages
1) High quality. 2) Used in panels and instruments.

CHAPTER - IV

RESEARCH METHODOLOGY

RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. The research used in study:

Descriptive Research

Descriptive research also called as statistical research. It describes the characteristics of the population on which the study being conducted. Descriptive research helps in understanding the questions who, what , where, when and how.

Research design:

I have adopted descriptive and conclusive research design. Descriptive research is those studies, which are concerned with describing the characteristics of a particular individual or a group. I have used the techniques of questioning customer in order to know their consumer behavior, their interests, their needs and etc.

Data sources:

In my research I have gather data from primary source and secondary source or both.
Primary data:

Primary data is collected through personal references LMS i.e. leads management system of the company and Customer references.

Secondary Data:

The main source of information for the project was:

Weakly magazine; Telephone directory Used leads of the company; Leads of the other company; i.e. telephone list for tele-calling.

Contact Method:

The marketing researchers have four choices to contact the respondents:

Mail, Telephone, Personal and Online

Sampling

Sample size:- Sample size used in the research was 100. Sample design:- Data has been presented in the form of pie-charts.

LIMITATIONS

1. My area was confined to New Delhi only and not on any other places. 2. Most of the retailers were not responsive, actually they didnt gave adequate time to answer the question. 3. Possibility of error in data collection because many of the retailers may have not given correct answer to the questions.

4.My summer training was of only 8 weeks but a proper research needs more time.

CHAPTER - V DATA ANALYSIS & INTERPRETATION

1. Are you aware of Products of Windsor Cable?

Awareness regarding the product Yes No

Percentage of respondent 52% 48%

S ales

48% 52% Yes No

Interpretation:- 52% of customer said that they are aware of Windsor cables and 48% said no.

2) From where did you came to know about Windsor?

where did you came to know about Windsor Word of mouth Sales person

Percentage of respondent 22% 78%

Got to know
word Of m outh Salesperson

22%

78%

Interpretation: - Most of the person came to know about the windsor cable product from the salespersons of the company followed by word of mouth.

3) What do you think about the price of the windsor company product with compare to other brand?

Price of the Windsor High Low

Percentage of respondent 64% 36%

Interpretation: - Most of the retailers think that the price of the Windsor Product is higher when compared with other companies

4) Are you satisfied with the margin that is provided to you by Windsor?

Margin provided by Windsor Satisfied Not satisfied

Percentage of respondent 58% 42%

Marg in
Highly satisfied Neither satisfied nor dissatisfied Highly dissatisfied 4% 3% 8% Satisfied Dissatisfied

30% 55%

Interpretation: - More then half of the retailers are satisfied with the margin that is provided to them and 42% of the retailers are neither satisfied nor dissatisfied.

5) Are you satisfied with the scheme that is offered to you by windsor?

satisfied with the scheme Satisfied Not satisfied

Percentage of respondent 56% 48%

SH C EME
Highly satisfied Satisfied Neither satisfied nor dissatisfied 1% 2% 5% Dissatisfied Highly disssatisfied

38% 54%

Interpretation:- Nearly 56% retailers are satisfied with the scheme that they get from the windsor but 48% of the retailers are dissatisfied with the scheme.

6) Did Windsor product sales increases from earlier year?

Increase in sales Yes No

Percentage of respondent 55% 45%

Interpretation:- 55% of the retailers said that their sales increased from before while 45% said ther sales have not increased.

7) How is the delivery services of the Windsor with respect to other companies? satisfied with the scheme good average Percentage of respondent 55% 45%

Interpretation:- More than half of the retailers think that Windsor delivery service is good but nearly 45% of the retailers told that the delivery service is average.

FINDINGS& CONCLUSION

During my course of project work which was confined in New delhi regarding the market research of windsor. I went to several retail outlets. There I asked several questions to the retailers which were regarding the product of Windsor particularly about the brand image and usage. There I got a good response from the retailers that why they are choosing windsor.

There were retails outlets where I found various other brands such as abb, anchor, legrand, etc. which are dominating. The cost of windsor is moderate enough for an ordinary customer and they are demanding it because of its excellent performance and they dont have any complain too.

Most of the consumer came to know about the WINDSOR Products from the salesperson and Advertisement.More than 30% of the retailers are selling Windsor product for more than a year.48% of the consumer think that the price of the Windsor is higher when compared to other company. 58% of the retailers are satisfied with the margin that is provided to them by Windsor and 4% are dissatisfied. Out of all categories of Windsor Products Rubber Cable is the highest selling in most of the stores.The demand is not up to the mark of other companies when compared with Windsor.All markets have good demand of Windsor Products.

CHAPTER - VI
RECOMMENDATIONS

More local/ regional advertisements should be there to make people aware about Windsor and its product.There should be more advertisement on the world wide web also.

o Campaigning should be done at all level. Business Development Officers should contact Architects and Customers on regular basis. o More flexible discount schemes should be provided Product catalogues and price lists should be provided to the customers on regular basis. o Fulfill all the commitments which are made by company or distributor. o There is more need in improvement of quality of Instrumentation Cable so that it decreases the rate of replacement.
o

If company backs out any scheme, then it should give some time to the retailer. Provide updated information and knowledge to the retailers about the product.

Provide equal Price to all the retailers. Company should improve its grievance handling system.

BIBLIOGRAPHY

WEBSITES-

www.indiamart.com www.google.com www.windsorcable.com