GODREJ

1.EXECUTIVE SUMMARY

A projector is equipment for projecting slides or films on to a screen. LCD

projectors fall into three broad categories: Ultra Lights, Conference Room, and

Fixed Installation projectors.

This project is done to understand the buying behavior of the consumer because

it is the most important aspect to be understood by a organization before

marketing their product.As Godrej and Boyce markets the Multimedia projectors

of Panasonic ,Benq and H.P,So for them it became more important to

understand the buying behavior which changes with segment to segment and

with out understanding the need for different segment they cant market their

projectrors.Like in the large organization the resolution , quality and the

technology is more important which is not same with the small organization

where the price and the after sales sevice is more important.

In this project extensive coverage of Bangalore is taken care off the sample size

is taken off100 .

Here the segment that has been covered are the corporate and Institutes in

Bangalore .

It is seen that the projectors has more market share in corporate than the

Institutes , as because the presentations are very popular in the organization

and they need the device at each moment of their work. while in the institutes the

presentation are not done so frequently. It has been found in the project that only

professional educations like engineering and M B A institutes need this type of

gadgets. Also the price factor comes in to the picture when the projectors are

marketed to the institutes, because they don’t want to invest that much amount in

ALLIANCE BUSINESS ACADEMY 1

http://www.godrej.com/default.asp

buying the gadgets, while in the corporate the price factor doesn’t come in the

picture.

This study was useful for the organization to increase their market share because

this study will help them in targeting the customer well.It was found that price

plays a major role for the institutes and Quality was the major factor which

contributed to organizational buying behavior. Now they can segment their

market properly .

As the segmenting targeting and positioning are the three pillars of marketing so

this study will help in all the three .Which in turn can bring huge success for the

organization in near future.



2. INTRODUCTION

2.1 BACKGROUND STUDY.

2.2 STATEMENT OF THE STUDY.

2.3 PURPOSE OF THE STUDY.

2.4 OBJECTIVE OF THE STUDY.

2.5 INTRODUCTION TO THE STUDY



2.1 BACKGROUND STUDY.

Study about the factors that customer take into consideration before buying the projector.

The factors affected the most while buying the projector. Buying behavior changes with passage of time. Buying behavior changes with every segment of customer.

Trying to understand the customer behavior in connection with a product has

been called mapping the customer’s consumption system, customer activity cycle

or customer scenario.

Consumer buying decision varies depending upon the time available, levels of

perceived risk, type of customers and the degree of involvement a buyer

has with the product.

According to Henry Assael, there are four types of consumer buying behavior,

based on the degree of buyer involvement and degree of difference among the

brands.

The Buying Behaviors are as follows:

1. COMPLEX BUYING BEHAVIOUR – This is usually the case when the

product is expensive, bought infrequently and highly self-expressive.

Example- automobiles. The consumers in this case are highly aware of

the significant difference among the brands and are interested more in the

product attributes and their relative importance, company’s brand and

brand’s benefits compared to the other brands.

2. DISSONANCE REDUCING BUYING BEHAVIOR – This is the case

where consumers are highly involved in the product but sees little

difference in brands. In this case the buyer will shop around to learn what



is available. If the consumer finds quality difference in the brands, he or

she might go for the higher price. If the consumer finds little difference, he

or she might simply buy on price or convenience.

3. HABITUAL BUYING BEHAVIOR – In some cases where the product is of

low involvement, e.g. salt, consumers keep buying the same product out

of habit instead of looking for any significant differences among the

brands.

4. VARIETY SEEKING BUYING BEHAVIOR – Some buying situations are

characterized by low involvement but significant brand differences. Here

consumers often do a lot of brand switching. This happens in case of

those products which has lots of varieties. For example – cookies.

THE FACTORS THAT CUSTOMERS TAKE INTO CONSIDERATION WHILE BUYING A PROJECTOR:

The major factors that influence a customer while making a purchase decision are price, delivery, brand image, advertising, promotional offer, prompt after sales

service, quality, durability, technology, features, availability, variety etc.

Influencers to a great extent also affect the consumers purchase

decisions. These influencers might be the sales people, friends/relatives,

own interest, others etc.

In the case of projectors, consumers buying decisions were influenced by

technology, after sales service, brand image, price, power consumption, long life

and features.



BUYING BEHAVIOR CHANGES WITH PASSAGE OF TIME:

Time has great influence on a consumers buying behavior. The buying

behavior of a consumer may change in the context of time of day, year or

season, time elapsed since the last purchase.

For example at one point of time price may be the major influencer for the

purchase decision but with the passage of time technology, features and brand

image have become the major influencers in decision-making.

Same is the case with projectors. Earlier price used to affect the

consumers purchase decisions but with the passage of time resolution and

quality have become the major influencers of consumer purchase decision.

BUYING BEHAVIOR CHANGES WITH EVERY SEGMENT OF CUSTOMER:

The decision-making process is different for the

B2C and B2B segments. There are a fewer buyers in the

organizational context than in the consumer market,

although there can be a number of people associated

with a buying decision in an organization. Orders are

invariably larger and the frequency with which they are

placed is much lower. Moreover, depending upon the



complexity of the product, the negotiation process may

also take a long time.

However, organizational buyers make decisions, which ultimately

contribute to the achievement of corporate objectives. To make the necessary

decisions, a high volume of pertinent information is often required. This

information needs to be relatively detailed and is normally presented in a rational

and logical style. Moreover different organizations in the B2B sectors will require

different information, as there needs might be different. The marketers’ should try

to address the domain, business and technological needs of the organization.

In case of the projector market similar is the case. For example institutions

need projectors for presentations. Hence technology, visual clearness as well as

price to some extent might influence the purchase decision, whereas in case of

corporate brand image, technology, prompt service might be the major

requirements. Again buying decisions for a medium size business and a large-

scale business might be different.

2.2 STATEMENT OF PROBLEM

To study the factors affecting buying behavior of multimedia projectors marketed by godrej and boyce in bangalore

2.3 PURPOSE OF THE STUDY

Godrej and Boyce mfg co ltd markets the multimedia projectors of PANASONIC and BENQ .So there is always a need to understand the customer behavior or the buying behavior of the customer so that it can increase the sell and add value to their organisation



Understad the consumer behaviour.

Helps in achieving more customer satisfaction.

Helps to increase the business.

2.4 OBJECTIVE OF THE STUDY

The objectives of the project are :

To understand the buying behavior of multimedia projector.

Factors that are mostly effecting the buying behaviour.

Analyzing the feedback about the projector.

2.5 INTRODUCTION TO THE STUDY

Projector

A projector is equipment for projecting slides or films on to a screen.

Types of Projectors

LCD projectors fall into three broad categories: Ultra Lights, Conference

Room, and Fixed Installation projectors.

Ultra Lights

If one makes frequent presentation while on the road, one has to look for

an ultra light projector. These lightweights have been on a slim-fast diet of late.

The lightest ultra light a year ago was proud to less than ten pounds. The latest

models tip the scales at just less than five pounds.



Created to serve the mobile business community, ultra lights make up in

portability what they give away in brightness and other extra features. If weight is

an important issue for you, be sure to find out the total weight of the projection

system (cables, remote, case) and not just the projector.

Conference Room

If one is not going to be lugging the projector across the country – maybe

just from room to room – there is a class of projectors less mindful of weight and

more attentive to the performance. Conference room projectors tend to be

heavier, brighter, and more adaptable to the large room than their ultra light

counterparts. Depending on the budget, these projectors come with many extra

features such as a document camera, extra computer ports, remote mousing or a

lased pointing device.

Fixed Installation

The mother of all projectors a fixed or in house projector is usually

assigned a permanent spot in an auditorium or presentation hall. Weighting as

much as one hundred pounds, fixed machines are the most expensive of the

bunch, but they also are the most powerful and versatile. Fixed projectors can

handle different resolutions and image sizes, easily project in large, bright rooms

and often include ceiling mounts for permanent installation.

Multimedia Projector an Essential Business Tool

Projecting the Right Image

It’s frightening to thin that large proportions of business presentation made

in the UK still utilize OHPs and slide projectors. It’s even more worrying when the



UK companies involved could be pitching for business against German or

American competitors. Until now these countries have led the way in using

multimedia projectors linked to a laptop computer, giving far more professional

and effective results.

However, the UK is catching up with the unit sales increasing by more

than 50% during the last twelve months. The next year will see an explosion in

sales of multimedia projectors especially in ultra portable sector.

As well as the benefit of high quality, high impact PC generated ‘slides’,

presentations using data/video projection can incorporate video clips and sound

allowing the companies to project from a video source such as a VCR or a DVD

player.

No Need to Dim the Lights

Early multimedia projectors had low light output levels meaning they could

only be used in room with blinds or heavy curtains. Even thought the projectors

that can be linked to a computer have been available for the last six or seven

years, it wasn’t until about two years ago that projector brightness increased

enough to allow use in a wider range of environments.

Brightness of projectors is measured in ‘ANSI Lumens’ and whilst early

projectors had ratings of only 200 or so, even latest ultra portable models now

offer 800 ANSI lumens and above. This means that the projector can quite

happily be used in a well lit room with no need to dim the lights. Anyone

considering buying a projector offering less than 500 ANSI lumen should be very

careful about the environment they intend to use it in.

Small is Beautiful

Not only are projectors brighter, they are also smaller. Early ‘portable’

projectors weighed 12 or 13 kg. and were not a viable option for use offsite. The

fastest growing market sector is now ultra portables weighing around 4 kg. and

with a footprint area of an A4 paper. These projectors are revolutionizing

presentation for the so called road warriors constantly traveling from one client

meeting to the next. Because this type of projector is likely to get more knocks



products that have a light weight but durable magnesium allow case instead of a

plastic one are leading the way.

The next sector up is portable/desktop projectors with weights of between

6-8 kg. these projectors often now have light levels over 1000 ANSI lumens and

are used mainly on site in boardrooms , meeting rooms, training rooms etc. with

occasional use offsite for sales conferences exhibitions etc.

At the top end projectors for fixed installation in large auditoriums, with

brightness ratings of 2000 ANSI lumens or more, have recently been launched,

led by Sanyo with their ground breaking PLC9005.

Pixel Power – the Resolution Dilemma solved

Another factor holding back projector sales until recently was the

resolution. For some time data projectors lagged behind mainstream computer

display technology, offering only SVGA (800 X 600 pixels) resolution. Potential

buyers understandably held back with future proofing concerns. However,

projector technology has now improved to the point where more than 40% of the

projectors sold are now XGA (1024 X 768 pixels) resolution with figure increasing

all the time. No longer do users have to worry about a projector becoming

obsolete in terms of resolution and consequently the flood gates have opened.

Any company purchasing a quality XGA projector now with a brightness level of

at least 600ANSI lumens can expect many years of use without the need to

upgrade.

Plug and Play

One area that still puts people off using multimedia projectors is setting

them up. In reality modern projectors are incredibly east to use and automatically

lock on to just about any standard computer output automatically. In most cases

just a single connection cable is required.

Leave the Computer Behind

Of course on way to overcome connection difficulties is to take away the

requirement for a computer. Market leaders Sanyo have introduces an innovative



PCMCIA slot on their ultra portable computers. This means that a presentation

can be downloaded from a PC onto a normal type II PCMCIA card. The card is

then inserted straight into the projector so that the presenter can leave their

laptop behind. Not only does this make the projector even easier to use m it also

means around 3 kg. less to carry around. Expect other manufacturers to follow

Sanyo with this feature.

Types of Technologies

There are currently two projector technologies being used by

manufacturers. LCD (Liquid Crystal Display) is the established technology used

by most of the leading manufacturers. Light from a powerful lamp is slit into red,

green, and blue and then channeled through three panels made up of Liquid

Crystal dots or pixels. Electric currents are used to switch individual pixels off or

on in each of the panels thereby letting the different color light through to make

up the image.

DLP (Digital Light Processing) is a newer technology used on some of the

smallest, lightest projectors currently available. Thousands pf tiny mirrors are

used to reflect light in order to produce the picture.

LCD projectors invariable give sharper, clearer data images than DLP

units. DLP projectors normally produce smoother video images. Despite the often

slightly smaller size of DLP projectors the better data quality of LCD projectors

means that LCD technology accounts for around 80% of sales.

The Technical difference between LCD and DLP

LCD projectors usually contain three separate LCD glass panels one each

of red, green and blue components of the image signal being fed into the

projector. As light passes through the LCD panels, individual pixels can be

opened to allow light to pass or closed to block the light as if each little pixel were

fitted with a Venetian blind. This activity modulates the light and produces the

image that is projected onto the screen.

DLP is a proprietary technology developed by Texas Instruments. It works

quite differently than LCD. Instead of having glass panels through which light is



passed, the DLP chip is a reflective surface made up of thousands of tiny mirrors.

Each mirror represents a single pixel.

In a DLP projector, light from the projector’s lamp is directed onto the

surface on the DLP chip. The mirrors wobble back and forth, directing light either

into the lens path to turn the pixel on, or away from the lens path to turn it off.

In very expensive DLP projectors, there are three separate DLP chips,

one each for red, green, and blue. However, in DLP projectors under $20,000

there is only one chip, in order to define color there is a color wheel that consists

of red, green, blue and sometimes white (clear) filters. This wheel spins between

the lamp and the DLP chip and alternates the color of the light hitting the chip

from red to green to blue; the mirrors turn on and off based upon how much of

each color is required for each pixel at any given moment in time. This activity

modulates the light and produces the image that is projected onto the screen.

The Advantages of LCD Technology

One benefit of LCD is that it has historically delivered better color

saturation. In most single chip DLP projectors, a clear (white) panel is included in

the color wheel along with red, green and blue in order to boost brightest. This

tends to reduce color saturation making the DLP picture appear not quite as rich

and vibrant. However some of the DLP based home theater products now have

six-segment color wheels that eliminate the white component. This contributes to

a rich display of color. And even some of the newer high contrast DLP units that

have a white segment in the wheel are producing much better color saturation

than used to. In the last couple of years DLP technology has gotten much better

at color saturation and accuracy than it used to be. Overall however, the best

LCD projectors still have a slight performance edge in this area. LCD also

delivers a somewhat sharper image then DLP at any given resolution. The

difference here is more relevant for detailed financial spreadsheet presentations

than it is for video. This is not to say that DLP is fuzzy it isn’t. When you look at a

spreadsheet projected by a DLP projector it looks clear enough. Its just that when

a DLP is placed side-by-side with an LCD, the LCD projectors typically produce

significantly higher ANSI lumen outputs than do DLPs with the same wattage



lamp. In the past year, the DLP machines have gotten brighter and smaller and

there are now DLP rated at 2500 ANSI lumens, which is a comparatively recent

development. Still, LCD competes extremely well when high light output is

required. All of the portable light cannons in the 15 lb weight class putting out

3000 ANSI lumens or more are LCD projectors.

The Weakness of LCD Technology

LCD projectors have historically had two weaknesses, both of which are

more relevant to video than they are to data application the first is visible

pixilation, or what is commonly referred to as the “screen door effect” because it

looks like you are viewing the image through a screen door, the second

weakness is not-so-impressive black levels and contrast which are vitally

important elements in a good video image. LCD technology has traditionally had

a hard time being taken seriously among many home theater enthusiasts (quite

understandably) because of these flaws in image. Three developments have

server to reduce the screen door problem on LCD projectors, firs was the step up

to higher resolutions, first to XGA (1024 X 768) and now to widescreen XGA

(WXGA, 1365 X 768), a format found on the Sanyo PLV-70 and Sony VPL-

VW12HT. Standard XGA resolution uses 64% more pixels to paint the image on

the screen than does an SVGA projector. The inter-pixel gaps are reduced in

XGA resolution, so pixel count improves by another quantum leap. While an XGA

projector uses about 589,000 pixels to create a 16:9 image, a WXGA projector

uses over one million. At this pixel density, the screen door effect is eliminated at

normal viewing distances.

Second the inter-pixel gaps on all LCD machine, no matter what resolution

are reduced compared to what they use to be. So even the inexpensive SVGA-

resolution LCD projectors have less screen door effect than they used to.

The third development in LCDs was the use of Micro-Lens Array (MLA) to

boost the efficiency of light transmission through XGA resolution LCD panels.

Some XGA-class LCD projectors have this feature but most do not. For those

that do, MLA has the happy side effect of reducing pixel visibility a little bas

compared to an XGA LCD projector without MLA. On some projectors with this



feature, the pixel grid can also be softened by placing the focus just a slight hair

off perfect, a practice recommended for the display of quality video. This makes

the pixels slightly indistinct without any noticeable compromise in video image

sharpness.

Now when it comes to contrast, LCD still lags behind DLP by a

considerable margin. But recent major improvements in LCD’s ability to render

higher contrast have kept LCD machines in the running among home theater

enthusiasts.

The Advantages of DKP Technology

There are several unique benefits that are derived from DLP technology.

One of the most obvious is small package size, a feature most relevant in the

mobile presentation market. Since the DLP light engine consists of a single chip

rather than three LCD panels, DLP projectors tend to be more compact. All of the

current 3 pound mini-projectors on the market are DLPs. Most CD projectors are

five pounds and up.

Another DLP advantage is that it can produce smooth, high contrast video.

DLP has been well received in the home theater world primarily due to two video

quality advantages that were lacking in LCDs – better contrast and the lack of

pixilation. While both technologies have produces improvements in contrast in

the past year, DLP projectors still have a commanding lead over LCDs in this

regard. Leading-edge LCD projectors like the SONY VPL-VW12HT is rated at

1000:1 contrast, and Sanyo’s PLV-70 is rated at 900:1. Meanwhile, the latest

DLP products geared toward home theater like NEC’s HT1000 are rated as high

as 3000:1. Just a year ago the highest contrast ratings we had from DLP were in

the range of 1200:1.

This sudden substantial boost in contrast in derived from Texas

Instruments newest DLP chip design, which increases the tilt of the mirrors from

10 degrees to 12 degrees and features a black substrate under the mirrors.



These changes produced a significant advance in contrast performance that

simply did not exist a few months ago. Reduced pixilation is another competitive

advantage of DLP technology. In SVGA resolution, DLP projectors have a muted

pixel structure when viewed from a typical viewing distance. Conversely, SVGA

resolution LCD projectors have a clearly visible pixel grid. For this reason, we

don’t recommend SVGA resolution LCD projectors for home theater use except

for those on the most limited of budgets.

In XGA and higher resolution, DLP technology completely eliminates pixel

visibility from a normal viewing distance, and it does so more effectively then the

improved current state of art LCD machines. So in this aspect DLP continues to

hold its historical competitive edge.

The Current State of the Art

The largest developers and manufacturers of LCD technology are Sony

and Epson. These companies have no interest in standing by and letting Texas

Instruments sweep the digital projector market with its competing DLP

technology. So the competition has driven both the LCD makers and Texas

Instruments to improve their respective products in the ongoing battle for the

market share.

While LCD technology has made notable improvements in contrast over

earlier generation machines, DLP maintains its lead in contrast performance,

while LCD projector makers have continued to emphasize latent advantages in

color fidelity and image sharpness for data display. Conversely, DLP color

accuracy and saturation has improved significantly this year, so color

performance on the latest models is much better then it used to be.

Both LCD and DLP are evolving rapidly to the benefit of the consumer.

The race for miniaturization has produced smaller yet more powerful projectors

than we might have even imagined possible just a couple of years ago. Light

output per pound has increased dramatically. All video quality on the best LCD

and DLP projectors now surpass that available in a commercial movie theater.

Projector Central continues to recommend both LCD and DLP projectors

for a variety of applications. For mobile presentation it is hard to beat the current

group of 3 pound DLPs on the market. However LCD products like the Epson



730c at 4.3 lbs make it clear that LCD is still a very strong contender in the

mobile presentation market. And for larger conference rooms that require higher

light output and greater connectivity, LCD technology holds a commanding lead.

When it comes to home theater, DLP has continued to make competitive

advances in color, contrast, and image stability that have served to make it the

preferred technology for home theater systems. But the fact is that both DLP and

LCD continue to improve and both are capable of delivering much higher quality

video for home theater than they ever were before.

Both technologies have advantages and both have weaknesses. Neither

one is perfect for everything. So the technology war continues.

Projector Pitfalls

Be careful when considering ‘micro portables’ i.e. less than 3 kg. This

latest category of projector offers extreme portability but something one has to

give. Usually this means image quality but it can also mean that the projector has

no zoom lens fitted. Without the flexibility to adjust image size from a particular

distance the presenter is severely restricted as to where they can position the

unit in a room. In fact, micro portables without a zoom lens are something of a

contradiction in terms. Their portable nature means they will be used in a wide

variety of rooms. However this is just when a zoom lens is so important, giving

the presenter the flexibility to adapt to different room settings and layouts.

Although most SVGA projectors will cope with and XGA signal, how they

cope with a resolution other than their native one is very important. Cheaper

SVGA models will compress XGA by simply dropping lines of data giving very

poor image quality. Likewise, low-end XGA projectors will give poor image quality

when expanding out the 800 X 600 signal to fill the full 1024 X 768 area. With so

many SVGA screen laptops around still, how an XGA projector handles the lower

resolution is a key factor that many buyers overlook.



Quality Counts

The multimedia projector market differs from many others in terms of the

market share controlled by the high quality manufacturers. It would be normal for

the volume sales to go to low end, cheaper product; however this is not the case

in the projector market. Ti seems as though once end users have taken the

decision to invest in a projector they’re not willing to compromise on either image

quality or reliability for the sake of a slightly lower price.

There are almost thirty brands of projectors in the market at present. They

are as follows: Infocus, Philips, Panasonic, BenQ, Toshiba, Sony, Sanyo, Hitachi,

Mitsubishi, Sharp, Plus, 3M, NEC, HP, Optoma, LG, Epson, Barco, Urex, Acer,

Symbol, Cannon, etc. Every brand is trying to increase its market share by

bringing new features and technology in its products.



3.SECONDARY DATA

3.1 Industry profile.

3.2 Company profile.

3.3 Products and services.

3.4 Profile of sample unit.



3.1 Industry profile

Electronic Industry

The Indian electronics industry dates back to the 1960’s, was driven

mainly by state and was initially restricted to the development and maintenance

of fundamental communication systems including radio broadcasting, telephonic

and telegraphic communications and argumentation of defense capabilities. Main

players were public sector giants like Bharat Electronics Ltd. and Indian

Telephone Industries Ltd. The late 1980’s and 1990’s saw the liberalization and

globalization of the Indian economy and the electronic industry too witnessed a

boom, mainly in consumer electronics area, driven by a growing middle class

with larger disposable incomes. The 1980’s saw growth rates in 30%, which had

slowed down to 7% by 2000-02, due to various factors such as slowdown in the

Indian economy, saturation of demand in products such as TV’s and increasing

competition from cheaper imports due to a fall in customs duties.

India is the fifth largest economy in the world has the second largest GDP

among emerging economies. Its middle class is 300 million strong and growing.

The spending power of this group has attracted almost all major consumer

electronics palters from Korea, Japan, and USA. They import as well

manufacture locally to sell in the Indian market. India’s burgeoning software

sector is likely to generate huge demand for IT hardware. It is estimated that by

2008, India would export software worth US $ 87 billion, which would generate a

demand for IT hardware to the tune of US $ 50 billion.

Characteristics of the Market



The Indian IT and electronics market in 2002-03 was worth US $ 20.63

billion of which US $ 12.7 billion consisted of software. Electronics and IT

hardware production stood at US $ 7.93. Some 3,500 units are engaged in

electronics production manufacturing goods as diverse as TV tubes, test and

measuring instruments, medical electronics equipment, analytical and special

application instruments, process control equipment, power electronics

equipments, office equipment, components etc.

Consumer Electronics

Consumer electronics is by far the biggest segment of the total electronics

market in India with a 30% share. In 2002-03, production of consumer electronics

stood at US $ 3.06 billion and increase of 13% from US $ 2.70 billion in 2001-02.

the consumer electronics market has grown at a consistent 10% in the past five

years and almost all the major global names are present in the Indian market,

offering the increasingly discerning consumer a wider choice in terms of

products, quality, technology and prices. The Indian color TV market at 6 million

units is relatively small compared to china but sales have grown at over 25% in a

market dominated by MNCs such as LG, Samsung, Philips, Sony, Panasonic,

etc. the last decade has seen a shift in market preference from B&W TV to Color

TVs. The TV market is likely to see sustained growth as of the 142 million Indian

households that have access to TV, only 42% actually own a TV set. Presently,

more than 40 million homes are connected to cable television and the number

has grown at over 31% in the last 2 years. The flat screen segment has seen

most rapid growth and its share in the overall TV market is likely to increase to

10% in 2 years from the present 5%. India also manufactured 3.8 million B&W

televisions in the same year.

The production of upper end audio /music system reached 1 million sets in

2001-02 from 700,000 in 2000-01, registering an increase of 40%. The combined

production of tape recorders and combination including CD players was 14

million. In the same period VCRs and VCPs recorded a production of 270,000

and their numbers have been steadily falling due to the advent of CD / DVD

players. CETMA says that India would have 15 million DVD players by 2006. The



production figures for the other major consumer electronic goods include

electronic watches at 18.3 million and electronic clocks at 23.6 million in 2001-02.

Market Trends

The Indian electronic and hardware industry has been lagging behind the

impressive performance of the software sector. Most of the hardware

requirements of the burgeoning software and telecom sectors are met by

imports. The Indian government has recognized the need to increase domestic

output and formulated the Electronic Hardware Technology Park (EHTP) scheme

that offers various concessions for companies that manufacture either electronic

goods or components.

The Ministry of Information Technology, Govt. of India has estimated that

the total requirement of hardware and components by 2008 would be in range of

US $ 160 billion and the investment required in the manufacturing facilities would

be US $ 16 billion. NASSCOM, the leading IT industry body estimated that to

achieve software export target of US $ 87 billion in 2008, the hardware

requirement would be US $ 50 billion. By far the most comprehensive study was

carried out by Ernest & Young in association with MAIT; the hardware industry

has the potential to reach US $ 62 billion by 2010, twelve times its existing size

with the domestic market accounting for US $ 37 billion and exports of US $ 25

billion. The major export opportunities would be in the area of innovative new

products, contract manufacturing and design services. Export of components

would offer an opportunity of US $ 5 billion while that of design and related

services on embedded systems and wireless telecom would be US $ 7 billion by

2010. In the area of contract manufacturing the study says India can gamer 2.2%

of the global market, which would be a US $ 11 billion opportunity.

3.2 Company profile

Ardeshir Godrej

1868-1936



This indomitable force was born in 1897, when a

young man called Ardeshir Godrej gave up law and turned to

lock-making. He was the first Indian manufacturer to

displace well-entrenched foreign brands from the market.

The word Godrej, etched into the metal of his locks, became a symbol of self-

reliance for the generations that followed. With each new product Ardeshir

changed perceptions about industry in India. He produced the finest security

equipment, and then stunned the world by creating a soap from vegetable oils.

What started as a dream had become a movement. But it was left to another

man to carry it forward. Ardeshir's brother, Pirojsha.

Pirojsha Godrej laid the foundations for a throbbing enterprise at a

sprawling industrial garden township outside Mumbai. It was here that the Godrej

vision took concrete shape. In later years, its extent and scope was expanded

greatly by his sons - Burjorji and Naoroji. To this day, products that compete with

the best in the world continue to emerge from the gates of Pirojshanagar.

Godrej touched the lives of millions of Indians everyday. To them, it is a

symbol of enduring ideals in a changing world. Every product, every new concept

gives shape to their visions of tomorrow.

The Godrej name wields powerful influence even in today's rapidly

transforming social and economic environment. As it strides ahead confidently,

discovering diverse new roles for itself, it gives direction to others

It is the bridge between the future and a hundred years of history. It is a

living code of ethics for Indian industry as it races ahead.

ENDURING VALUES, MODERN VISION

In an economy restless to catch up with the rest of the world, Godrej re-

emerges as a pioneer. The beliefs and practices that helped it grow prove to be

an advantage yet again.

To harness the power of technology is a Godrej tradition. While most

people know the company for its unbeatable locks and sales few are aware that it

also makes significant contributions to the Indian space program. This obsession



with technology has a dual purpose: to improve existing product lines and to

develop new lines of business. Even as computer-controlled machines

manufacture tooling for appliances and automobiles, research leads the

company into unexplored areas like tissue culture.

As the diverse horizons call out, Godrej steers itself, not just towards

growth but towards building existing strengths. Over the years, the brand Godrej

has become an icon of reliability and good value.

This power in the brand provides a natural inroad into fields like life

insurance and real estate development. Similarly, the company's formidable

marketing and distribution strengths have aided entry into the household insect-

repellent industry, office automation and the telecom sector.

Self reliance finds modern rendition at Godrej. Large investments in

building a team of skilled professionals and developing a dedicated network of

suppliers equip the group to meet a challenging new age. The air at Godrej

buzzes with new fervor as management practices like TQM fall into place. ISO

9000 and Kaizen are the order of the day and process engineering is already

paying off in improved product quality, line efficiency and cost control.

Strong human relationships built Godrej. So it is not surprising that the

company ensures the welfare of its most valuable asset: the people who

comprise it. This band extends to distributors, retailers and suppliers as well,

including them into the fold. The millions of loyal consumers are no less

important. Their satisfaction is one of the yardsticks used to measure the

success of each Godrej division.

Modern and dynamic, Godrej is also a company that succeeds in

endearing itself to the people of India. The secret lies in its ability to never lose

sight of the basic human values it was built on. These are the core strengths and

the very soul of the company.

SECURITY EQUIPMENT

A hundred years ago, Ardeshir Godrej took up safe-making. To this day,

diverse as the enterprise he founded has grown, most Indians associate Godrej



with security equipment. For, this is the name that still protects the wealth of the

nation and personal belongings in countless homes.

To find proof one need only walk into any bank in India. Here, Godrej

strong-room doors and safe-deposit lockers can be seen in use-skillfully made,

along with a wide range of safes in different sizes, to resist every form of attack.

The oldest business in the group also manufactures a line of fire-resistant filing

cabinets and record-protecting equipment, used extensively in offices and

institutions around the country.

The recently introduced electronic alarm systems are just the beginning of

better things to come as the country's largest manufacturer of security equipment

gears up to meet newer challenges.

CONSUMER PRODUCTS

The name Godrej is inseparable from daily life in India. Seen on products

ranging from safe-deposit lockers to soaps, hair dyes to edible oils and packaged

foods to vacuum flasks, it represents reliability and value. The best example of

this is the Godrej 'Storwel' - the sturdy steel cupboard almost every family owns

or aspires to own.

Every new product strengthens the bond established in 1897 when

Ardeshir Godrej made the first Godrej lock. While the original, tough Navtal

remains popular, Godrej now manufactures a range of locks in every size and

design imaginable. It is one of the few manufacturers in the world to

commercialize the computer-coded dimple-key lock that is virtually impossible to

duplicate or open without its own key.

In 1930, Godrej won the hearts of consumers yet again. All the soaps

available in the country at the time were made of animal tallow - an ingredient

that offended the religious sentiments of Indians. After painstaking research,

Godrej amazed the world by creating soap from vegetable oils. Since then, the

Godrej range of soaps, detergents and personal care products has expanded

vastly to cover various consumer needs. Godrej brand names, like 'Cinthol', are a

part of everyday vocabulary.



Even as Godrej consolidates its position as leader, it continues to explore

new frontiers. A strategic alliance formed with Procter & Gamble, USA has given

the company access the world -class technology in soaps detergents. An

Alliance with Pillsbury will cater to the growing market for packaged foods. The

group's extensive distribution network has also proved to be an aid to expansion.

Godrej has entered into a joint venture with Fiskars, Finland, to manufacture and

market their well-known range of scissors and cutlery in India.

Godrej, in alliance with Sara Lec, USA, is the leader in the household

insecticides market in India with well-known brands such as 'Good Knight', 'Jet'

and 'Hit'. Godrej is the largest manufacturer of mosquito repellent mats in the

world.

3.3 Product and services

CONSUMER SERVICES

Cover the last century; Godrej has developed strong and close bonds with

consumers, coming to be recognized as a provider of trusted products. It is also

reputed for its exceptional after-sales service with a well-established spare parts

network that stretched nationwide. It is this relationship that allows the group to

expand into the real estate development market today. Here, the Godrej name

stands out as a mark of reliability and professionalism. The expansion was born

of a vision: to provide quality housing, with punctual allotment at a fair price.

Encouraged by the success of this venture, Godrej now plans to enter the

life insurance market - as and when it opens up to the private sector. Godrej is

also involved, in association with Kis of France, in providing instant photographic

and other similar services. Medical diagnostics is yet another area of growth for

Godrej.

APPLIANCES

From Kutch to Calcutta, Kottayam to Kashmir, Godrej continues to be the

largest selling brand of refrigerators in India. The reason for this goes beyond the



mere fact that the Godrej distribution network extends into the remotest corners

of the country. It lies in he company's ability to listen, adapt, respond. Consumers

and their changing needs are what Godrej tunes into to make its products better,

more user-friendly. While its after-sales service - among the best in the country -

enables Godrej to continually improve customer relations. To build further on

these strengths and grow into a truly global player, it entered into an alliance with

General Electric, USA, a world leader in appliances. The power of the Godrej

brand and the strength of its distribution muscle complemented GE's managerial

expertise, technical strengths and global network. And Godrej-GE Appliances

Ltd. was born in February, 1993.

Today, GGEA is an ISO 9001 certified company across its entire range of

functions. It is the only appliance company, indeed only the second company in

the country to achieve this, under the latest, most stringent 1994 specifications. A

new refrigeration plant was recently inaugurated in Punjab to meet the increasing

demand for refrigerators, while the entire new range of Godrej washing machines

is now rolling out of an advanced new plant in Maharashtra - both of which came

on stream simultaneously! As GGEA gets ready to launch a whole range of

appliances, it stands poised to take its 'Promise of Good Living' into a new era.

OFFICE EQUIPMENT

The Godrej Office Equipment Division boasts of four manufacturing plants,

a steel processing centre, process engineering and design, centre and the

largest distribution network in the country. It is from here that it supplies its

extensive line of office furniture, steel cupboards and industrial and workshop

systems.

The name is a familiar one in every firm and factory. Most offices in India

use Godrej desking, seating and Open Plan Office systems. Unique products and

a wide range enable Godrej to cater to every customer need. To consolidate its

position as leader in the market, Godrej has recently entered into a strategic

alliance with Steel-case of USA. This alliance will provide it access to

international designs and manufacturing. Godrej products are equally popular in

the industrial sector. As the Indian economy opens up and demand increases,



the product line of heavy storage systems, multi-flex systems, tool cabinets and

tool trolleys is growing rapidly.

As part of its expansion plans, Godrej is not only setting up new

production facilities in India, but has already established bases in Singapore and

Malaysia that allow it to market Godrej Office Equipment throughout the South-

East Asian region.

CHEMICAL AGRO PRODUCT

Godrej is India's leading manufacturer of Olechemicals, and manufactures

a wide range of fatty acids such as stearic, oleic, caprylic, capric, lauric, myristic

and palmitic. It has pioneered several processes in the country such as the

fractionation of fatty acids, high pressure fatty acid hydrogenation and continuous

thin film sulphonation. The company is also a leading manufacturer and supplier

of industrial and pharmaceutical grade glycerine and fatty alcohols.

What began as a vertical integration with its core business of soaps has

led to new achievements in diverse fields. Godrej was the first to manufacture

Alpha Olefins indigenously, capturing world attention by developing a process

that produces Alpha Olefins through the Olechemical route and not the traditional

petrochemical route. Godrej began producing animal feeds more than two

decades ago. Since then, it has grown to be India's largest producer of animal

feeds.

It has developed special feeds for high-yielding milk cattle and for fast-

growing broilers, and won praise the world over for discovering an eco-friendly

botanical pesticide. It also produces plant growth promoters and organic

manures. Godrej has also diversified into the business of palm oil production. It

has used its close relations with farmers to market their produce, such as eggs

and broilers, and to export fruits and vegetables.

OFFICE AUTOMATION

Every secretary in the country recognizes the soft clack of a Godrej

typewriter. For this was the first typewriter made in the country - way back in

1955. Since then, Godrej has emerged a market leader in the field, greatly

expanding the range of office equipment it manufactures and markets. This now



included manual typewriters in fifteen Indian and fifteen international languages,

electronic typewriters with displays in multiple languages, dot matrix printers,

personal computers and conferencing equipment like electronic white-boards,

CD panels and projectors, overhead and direct projectors.

Capitalizing on its extensive distribution network, Godrej today is

supplying customers with microprocessors and sophisticated geometric software

for design. It also specializes in the distribution and service of products like laser

and ink-jet printers, scanners, plotters, etc from Hewlett-Packard, Panasonic and

Brother.

To enhance its leadership position in distribution, Godrej has entered into

a joint venture with Tech Pacific, Australia - a leading Information/ Office

Automation distributor in the Asia-Pacific region. The new company, Godrej

Pacific Technology Ltd., will have access to Tech Pacific's state-of-art distribution

management systems and expertise. Spurred on by the success of these

products, Godrej has entered into the design, manufacture and distribution of

telephones with a view to participating in the exciting and rapidly expanding

telecommunication sector.

INDUSTRIAL PRODUCTS

The Godrej precision engineering division is the pride of the group. It

supplies critical equipment to core industries ranging from refineries to man-

made fibers and pharmaceuticals to thermal and nuclear power. It also makes

important contributions to the Indian aerospace program.

The Godrej tool room is the place where every new product first takes

shape. One of the most modern in Asia, with an ISO 9001 certification, it

supplies high-precision, complex tooling not only for all Godrej products but also

to leading engineering companies worldwide Its range of sophisticated tooling

services include injection moulds, dies for die-casting, press tools, precision and

special purpose machines. The Godrej machine tool division boasts of many

firsts in its line of standard and custom-built sheet-metal working machines.



These include hydraulic and mechanical presses, shears, press brakes and

special purpose machines, all conforming to the highest international standards.

In the field of material handling Godrej offers a wide range of diesel and

electric forklift trucks together with a range of specialized accessories like

container spreaders and rotating clamps. India's largest manufacturer, it is well-

known for its excellent engineering and for the range of vital spare parts it

supplies through prompt, nationwide after-sales service.

ENVIRONMENT AND WELFARE

Pirojsha Godrej believed that only by protecting the environment could

one protect mankind. What better embodiment could there be of this credo than

the industrial garden township of Pirojshanagar? Here, every man, woman and

child is taught to love and protect nature.

This legacy was inherited by the Godrej Group which continues the

crusade for a better world through staunch support of afforestation program and

the conservation of wildlife, endangered forests and mangroves. Every year the

Pirojsha Godrej Foundation dedicated its funds towards promoting education,

housing social upliftment, conservation, population management and relief in

natural calamities. Simultaneously, the group works to preserve the rich heritage

of India. The Godrej Dance Academy is a testimony to this.

But where would welfare begin if not at home? Believing in this, Godrej

ensures housing facilities for the thousands of people who work for the

organization. The Godrej School, 'Udayachal', established for the children of

Godrej employees, is now widely recognized for its exemplary teaching methods.

Years ago Ardeshir Godrej acted on his beliefs and his deeds were termed

'Swadeshi' - an expression of pride and love for this country.

Today, as Godrej relentlessly strives to safeguard the environment and

promote social welfare in India, it is this very spirit that is being kept alive.



CORPORATE PROFILE

Godrej & Boyce Mfg. Co. Ltd.

History

The Company celebrated its centenary in 1997. In 1897 a young man

named Ardeshir Godrej gave up law and turned to lock-making. Ardeshir went on

to make safes and security equipment of the highest order, and then stunned the

world by creating toilet soap from vegetable oil. His brother Pirojsha Godrej

carried Ardeshir's dream forward, leading Godrej towards becoming a vibrant,

multi-business enterprise. Pirojsha laid the foundation for the sprawling industrial

garden township (ISO 14001- certified) now called Pirojshanagar in the suburbs

of Mumbai. Godrej touches the lives of millions of Indians every day. To them, it

is a symbol of enduring ideals in a changing world.

Incorporation

Established in 1897, the Company was incorporated with limited liability

on March 3, 1932, under the Indian Companies Act, 1913.

Combined Sales - Subsidiaries and Affiliates

The Company is one of the largest privately-held diversified industrial

corporations in India. The combined Sales (including Excise Duty) of the

Company, its subsidiaries and affiliates, during the Fiscal Year ended March 31,

2004, amounted to about Rs. 45,000 million (US$ 980 million).

Board of Directors



J. N. Godrej (Chairman and Managing Director), A. B. Godrej, N. B.

Godrej, V. M. Crishna, K. N. Petigara, B. A. Hathikhanavala, F. P. Sarkari, P. D.

Lam and K. A. Palia and P. P. Shah.

Shareholders

Since its inception, the Company is controlled by the GODREJ family

based in Mumbai, India. Its shares are not listed on any Stock Exchange. About

one-fourth of the Company's share capital is held by Pirojsha Godrej Foundation,

a public charitable trust.

Branches (Sales and Service) and Showrooms

* MUMBAI, Ahmedabad, Bhopal, Jabalpur, Pune

* NEW DELHI, Chandigarh, Faridabad, Ghaziabad, Jaipur, Lucknow

* CHENNAI, Bangalore, Coimbatore, Hyderabad, Kochi, Trivandrum,

Visakhapatnam

* KOLKATA, Bhubaneswar, Guwahati, Patna

The Company has a network of thirty-three Company-owned Showrooms.

Number of Wholesale Dealers: Over 1,000

Number of Retail Outlets: Over 5,000

The company has Representative Offices in Sharjah (UAE), Nairobi (Kenya)

and Colombo (Sri Lanka)

Number of Employees: 10,500 (including 2,500 in sales and service)

Bankers

CENTRAL BANK OF INDIA, Mumbai 400 023

UNION BANK OF INDIA, Mumbai 400 021



CITIBANK N.A., Mumbai 400 051

BNP PARIBAS, Mumbai 400 001

ICICI BANK LTD., Mumbai 400 021

STATE BANK OF PATIALA, Mumbai 400 021

UTI BANK LTD., Mumbai 400 001

Statutory Auditors

KALYANIWALLA & MISTRY, Chartered Accountants

127 Mahatma Gandhi Road, Mumbai 400 023

Sales (Unconsolidated)

Sales including Excise Duty (Fiscal Year 2003-04): Rs. 15,821 million (US$ 342

million)

Businesses

The Company has the following businesses (with respective ISO

certifications), which manufacture and/or market a wide range of consumer

durables and industrial products:

APPLIANCES: (ISO 9001/14001)

Refrigerators and Washing Machines

FURNITURE AND INTERIORS: (ISO 9001/14001)

Office Furniture, Seating and Desking Systems, Computer Furniture and

Open Plan Office Systems, Office and Home Storwels®, Sofas and Recliners,

Home Furniture, Filing Cabinets and Filing Systems, Book Stacks and Cases,

Sliding/Tambour Door Units, Personal/Industrial Lockers, Customized Storage

Systems, Roll-formed Slides and Components for Furniture.

LOCKS: (ISO 9001)

Padlocks, Cylindrical Locks, Mechanical and Electromechanical door locks

and related hardware.



SECURITY EQUIPMENT & SOLUTIONS: (ISO 9001 / 14001)

Safes, Strong Room Doors, Safe Deposit Lockers, Cash Boxes and

Coffers, Data Safes, Fire Resisting Safes, Record & Filing Cabinets, Electronic

Coffers, Cash Counting Machines, Fire/Security Doors, Fire and Burglar Alarm

Systems, Video Door Phones, CCTV System, Access Control Systems.

PRIMA COMMUNICATION SOLUTIONS: (ISO 9001)

Multimedia, Slide and Overhead Projectors, Video and Teleconferencing

Equipment, Fax, Photocopiers, Multi-Function Devices, PRIMA Manual

Typewriters (available in over thirty languages), Vending Machines.

STORAGE SOLUTIONS: (ISO 9001 / 14001)

Multi-flex and Heavy Duty Storage Systems, Tool Storage Cabinets,

Gravity-flow, Mobile and Drive-in System Components, Mezzanine Floors,

Cantilever Storage Systems, Workshop Equipment and Special Solutions.

MATERIAL HANDLING EQUIPMENT: (ISO 9001 / 14001)

It includes Forklift Trucks (Diesel, Electric and LPG) and Attachments,

Container Handling Trucks, Warehousing and Personnel Access Equipment,

Spare Parts, Services and Maintenance Contracts.

INDUSTRIAL PRODUCTS: (ISO 9001 / 14001)

Precision Tooling (Press Tools / Plastic Injection Moulds / Vacuum

Forming Moulds / Pressure Die-Casting Dies), Special Purpose Machines, High

Precision Components / Equipment for Engineering and allied industries, Sheet

Metal Working Machines – Sales and Service.

PROCESS PLANT AND EQUIPMENT (ISO 9001, ASME ‘U’, ‘U2’, ‘S’ and ‘R’

Stamps, SQL ‘M’ Stamp China)



Pressure Vessels, Columns, Reactors, Electro polished Reactors, Shell &

Tube Heat Exchangers, Trays, Tower Internals and other Custom-built

Fabrication.

CONSTRUCTION AND REAL ESTATE: (ISO 9001 / 14001)

It includes Ready Mix Concrete, Construction Projects, Property

Development, Horticulture and Envirotech Services.

ELECTRICAL AND ELECTRONICS SERVICES: (ISO 9001 / 14001)

It includes Electrical Power Distribution System, Compressed Air Control

System, Electronic Technology Solution Provider (Hardware, Software,

Retrofitting, Process Control and Instrumentation, Industrial Automation), and

Energy Conservation.

PRIMA DIVISION

The Prima Division of Godrej & Boyce Manufacturing Company Ltd. has

introduced an array of international conferencing solutions for business

presentations. Tying up with world leaders in the area of complete conferencing

solutions makes Godrej a one stop shop for conferencing equipment.

High tech products from world leaders in business presentations and

conferencing equipment include Multimedia Projectors from Panasonic & Acer,

Portable Overhead Projectors from Anders + Kern; Slide Projectors from Kodak,

Audio-Conferencing Equipment form Polycom, Video Conferencing Equipment

from Tandberg and Polycom and Electronic White Boards from Panasonic. To

complete the range, also available is Godrej's very own Prima Vision -- Overhead

Projectors.

Our model GODREJ PRIMA holds over 70% market share in the domestic

market and also competes favorably in the global market. All this has been

possible, thanks to Godrej's expertise in the area of Office Automation. Our

strong nationwide sales & service force of dedicated and experienced people,

believe in going beyond selling products, to provide total solutions.



3.4 Profile of sample unit

The research is an effort to study “The factors affecting buying behavior of

multimedia projectors in Bangalore”. A survey of many organizations and

educational institutes is conducted in general to derive the conclusion, as it is

very difficult to use the probability sampling to select the representative sample.

The whole sample size is divided in to the professional educational

institutes ,degree colleges ,large organizations and small organizations For the

purpose of the study organization end educational institute were segmented into

four segments:

1. Degree colleges

2. Professional educational institute

3. Large organizations.

4. Small organization



4.METHODOLOGY

4.1 RESEARCH DESIGN.

4.2 SAMPLE DESIGN.

4.3 SOURCES OF DATA.

4.4 INSTRUMENTATION TECHNIQUES.

4.5 SOFTWARE USED FOR DATA ANALYSIS.



3.1 Research design

A research design is purely and simply the framework or plan for a study tat

guides the collection analysis of data. The research design is the conceptual

structure within the research and analysis of data. This particular market

research study can be characterized as descriptive in nature.

The first step in such a descriptive study is to understand and familiarize

about multimedia projector. Then guide at Godrej has given the general

introduction about the company and the product. After that objective of the study

is formulate with the help of college guide. A questionnaire is prepared covering

all aspects required for the study. Then appropriate sampling technique is

adopted for fieldwork. The data is collected from 100 organizations in different

parts of Bangalore. Analysis and interpretation of the data collected is done and

appropriate conclusions suggestions are provided.

In the study the descriptive research design is chose for the following

reasons:

i. Our objectives are clearly formulated.

ii. Our techniques of data collection are planned.



iii. Selection of the sample (sample size) is planned.

iv. It helps in obtaining complete and accurate information needed for the

study.

v. It helps in knowing the proportion of people in a given population who

have behaved in a given particular manner for an analysis.

vi. It helps in determining the relationship between two or more variables.

4.2 Sample design

The study was conducted in Bangalore city where there are approx 500

organizations. In research survey it is not possible to conduct the entire

population for the cost, time and energy involved. Therefore research has to plan

or establish a sample or the representative group from whom the information

may be collected. A sample is only a proportion of the universe or the whole

population from which it is drawn. In this study the sector were software,

manufacturing, educational institutes, government offices, medical, banks, etc.

4.2.1 Definition of Population

The study was conducted in Bangalore city that has approx 500

organizations. Out of this population, 100 samples have been collected; the

break up of the sample size was on the following parameters:

The respondents are taken from all kinds of organizations. The respondents have

been chosen on convenient basis. These respondents are the system

administrators/ admit manager/ facilities manager/ director of software

companies, government offices, bank, medical, manufacturing, educational

institutes etc.



4.2.2 Sample Size

It is not possible to cover the entire population, due to time constraint. The

organizations are selected conveniently for the study, however the selected

sample was homogenous, i.e. there was no bias in selection of the sample. The

sample size taken for the study was 100.

4.2.3 Sample Technique Adopted

The sample technique adopted for the study was non-probability

convenient sampling. Organizations are drawn from the population in such a way

that each element has the same probability of being chosen.

4.3 Sources of data

Data collection is a key activity in marketing research. The design of the data

collection method is the backbone of research design. For this study, the data

from two sources have been gathered:

4.3.1 Secondary Data

4.3.2 Primary Data

4.3.1 Secondary Data

In this study the sources of collecting secondary data are magazines,

trade journals, publications of books, data provided by the Godrej & Boyce Mfg.

Co. Ltd., brochures, catalogues, internet etc. In this study main source of data

collected is the primary data using the method of direct personal interviews

through structural questionnaire.

4.3.2 Primary Data



In this study the primary data used were collected from end-users of

different organizations through personal/ direct interviews and telephonic

interviews with the help of structured questionnaire.

4.4 Instrumentation technique

A single set of questionnaire was used to collect information from the respondents .A series of open ended and close ended questions were used toAscertain information from the respondents.

4.5 Software used for data analysis

Microsoft word and excel are used for the documentation and the data analysis part of the project .



5.PRESENTATION DATA ANALYSIS OF DATA AND INTERPRETATION

5.1 INTRODUCTION DATA ANALYSIS.

5.2 TABLE PRESENTATION OF DATA.

5.3 CHARTS AND GRAPHS.

5.4 INTERPRETATION OF EACH QUESTION.

5.5 SUMMARY AND FINDINGS.



5.1 INTRODUCTION OF DATA ANALYSIS

In order to extract meaningful information from the collected data, data analysis

is carried out. The data is first classified, coded, edited and tabulated for the

purpose of analyzing and interpreting the same.

After tabulating the data must be analyzed, researcher often uses

statistical interpretation which concentrates on what is average or what deviates

from an average statistical interpretation, show widely the response vary and

how they are distributes in relation to the variable behind measured statistical

market rely on estimate of expected errors or deviation from the two values of

population. Alternatively, the collected data has been analyzed by using tables

and graphs.

5.1.1 SEGMENTATION

To study the buying behavior of the customers the segmentation has to be done

properly because the need for the every segment is different in different sector

and in different category.

Corporate

1. Large organization.

2. Small organization.



Educational institution

1. Degree colleges (not professional education)

2. Professional colleges (MBA,Engineering,Medical)

For the analysis each segment has to be taken differently because the usability

varies along with the learning behavior of the candidates.

5.2.1 Type of projectors the degree colleges own

TABLE 5.1

TYPE OF PROJECTOR RESPONDENTS PERCENTAGE

LCD 5 19.2DLP 0 0OHP 21 80.7

TOTAL 26 100

GRAPH 5.1



INTERPRETATION

From this graph it can be understood that that in degree colleges OHP projectors

are more accepted because the price is less simple to use and they don’t have

that much requirement of presentations.

5.2.2 Types of projectors in professional colleges

TABLE 5.2


LCD 18 66.6DLP 2 7.4OHP 4 14.8TOTAL 27 100

GRAPH 5.2



INTERPRETATION :

From this graph it can be understood that that in professional colleges LCD

projectors are more accepted because in the professional colleges the

presentations are very frequent and the usage of computer is also high so they

use more of LCD projectors. Now a days they also started using DLP projectors

for their conference room.

5.2.3 Types of projectors in large corporate

TABLE 5.3


LCD 16 64DLP 8 32OHP 1 4TOTAL 25 100

GRAPH 5.3



INTERPRETATIONFrom this graph it can be understood that that in large corporate LCD and DLP

projectors are more accepted because for them price is not the issue the quality

is only concern and with this two type best quality of projection can be achieved,

OHP is getting obsolete day by day.

5.2.4 Types of projectors in small and medium organization

TABLE 5.4TYPE OF PROJECTOR RESPONDENTS PERCENTAGE

LCD 20 80DLP 3 12OHP 1 4TOTAL 25 100

GRAPH 5.4



INTERPRETATIONFrom this graph it can be understood that in small corporate LCD projectors are

more accepted because by that quality can be achieved at moderate price

because DLP projectors are more expensive and that cant be afforded by small

organization.

HOW THE CONSUMER BEHAVIOR DIFFERS WITH EACH

SEGMENT

From the above graphs it can be interpreted that the consumer behavior changes

with every segment according to the need .As we have see din degree colleges

OHP projector is enough but in the case of professional institutes LCD is more

accepted ,but in the large organization DLP and LCD both are accepted.



5.2.5 Factors affecting the most while buying the projectors in degree colleges according to the preference.

TABLE 5.5ATTRIBUTE NO OF RESPONDENT PERCENTAGEPRICE 25 39.6AFTER SALES SERVICE

10 15.8

POWER CONSUMPTION

1 7.9

BRAND IMAGE 10 20.6LONG LIFE 13 31.7

GRAPH 5.5



INTERPRETATIONThe table and graph 5.5 shows the factors that affect buying behavior amongst customers in degree college. Price is the most important factor with almost 40 % of the respondents opting for it. Second came long life followed by brand image ,after sales and power consumption.

5.2.6 Factors affecting the most while buying the projectors in professional colleges according to the preference.


13 19.6

POWER CONSUMPTION

4 6.06

BRAND IMAGE 23 34.8LONG LIFE 12 18.1



Graph 5.6

INTERPRETATION

The table and graph 5.6 shows the factors that affect buying behavior amongst customers in Professional college. Brand image is the most important factor with almost 35 % of the respondents opting for it. Second came price followed by after sales long life and power consumption.

5.2.7 Factors affecting the most while buying the projectors in large corporate according to the preference.


22 34.9

POWER CONSUMPTION

2 3

BRAND IMAGE 17 26.9LONG LIFE 12 19

GRAPH 5.7



INTERPRETATION

The table and graph 5.7 shows the factors that affect buying behavior amongst customers in large organization. After sales is the most important factor with almost 35 % of the respondents opting for it. Second came brand image followed by long life, price and power consumption.

5.2.8 Factors affecting the most while buying the projectors in small corporate according to the preference.


16 20

POWER CONSUMPTION

2 11.1

BRAND IMAGE 24 28LONG LIFE 20 25

GRAPH 5.8



INTERPRETATIONThe graph 5.8 shows that brand image is the most important factor but price, after sales, and long life also plays major role in the buying decision in this segment.

FACTORS AFFECTED MOST IN EACH SEGMENT BEFOR BUYING A PROJECTOR.

The graphs 5.5,5.6,5.7,5.8 are helpful to understand the factors affecting the buying behavior in each segment.



In degree college segment the price is the major factor because there is always a barrier in investing so much for the technology.

While in the professional education segment brand image and after sales service is seen before the price because they are ready to pay for good technology which is useful to them.

While in Large corporate it is seen that after sales and brand image are seen mostly because they want the best product to be delivered to them and cost is not a major concern for them.

Small corporate is the segment where except the power consumption every factor plays a major role because they used to consider every aspect before going for a technology.

5.2.9 Consumer Behaviour changes with passage of time in terms of resolution in educational institutes.

TABLE 5.9RESOLUTION RESPONDENTS PERCENTAGEXGA 36 58SVGA 10 16.1UXGA 1 1SXGA 15 24.1

GRAPH 5.9



INTERPRETATION

The graph 5.9 shows that how the customer behavior is changing with the passage of time as 58 % customers are preferring XGA resolution which is pretty good where earlierThey used to prefer the OHP or the LCD projectors with very low resolution.

5.2.10 Consumer Behavior changes with passage of time in terms of resolution in corporate.

TABLE 5.10RESOLUTION RESPONDENTS PERCENTAGEXGA 17 26.9SVGA 8 12.6UXGA 32 50.7SXGA 6 9.5



GRAPH 5.10

INTERPRETATION

The graph 5.10 shows that there is a change happening in corporate customers behaviour because most of them were using the SVGA resolution now they want to switch to UXGA which is very high resolution.

5.2.11 Consumer Behavior changes with passage of time in terms of Brightness in educational institutes.

TABLE 5.11RESOLUTION (lumen) RESPONDENTS PERCENTAGE1000 8 12.91000-1500 14 22.51500-2000 37 59.62000-2500 3 4.8



INTERPRETATION

The graph 5.11 shows that educational institutes are drifting towards the brightness of 1500-2000 lumen where they were using 1000 lumen.

5.2.12 Consumer Behavior changes with passage of time in terms of Brightness in corporate.

TABLE 5.12RESOLUTION (lumen) RESPONDENTS PERCENTAGE1000 2 4.61000-1500 7 16.2



1500-2000 12 27.92000-2500 22 51.1

GRAPH 5.12

INTERPRETETION

The graph 5.12 shows that the consumer behavior in corporate has changed drastically with the passage of time majority of them are looking for the brightness of about 2000-2500 in the future.

5.2.13 Consumer Behavior changes with passage of time in terms of portability of projectors in educational institutes and corporate.

TABLE 5.13WEIGHT (kg) RESPONDENT PERCENTAGE< 1 71 79.71-2 18 20.22-3 0 0



GRAPH 5.13

INTERPRETATIONThe graph 5.13 shows that in both the segment that is corporate or in educational institute this behavior is common both want the portability in terms of weight that’s the percentage is so high that is 79.7% .

5.2.14 Consumer Behavior changes with passage of time in terms of contrast ratio of projectors in educational institutes.

TABLE 5.14CONTRAST RATIO RESPONDENTS PERCENTAGEHIGHER 12 25.5MEDIUM 29 61.7LOWER 7 14.8



GRAPH 5.14

INTERPRETATIONThe graph 5.13 shows that in educational institutes around 62 % customers are looking for medium contrast ratio in future, because in educational institutes very high quality pictures are not required for the presentation.

5.2.13 Consumer Behavior changes with passage of time in terms of contrast ratio of projectors in corporate.

TABLE 5.15CONTRAST RATIO RESPONDENTS PERCENTAGEHIGHER 23 57.5MEDIUM 15 32.5LOWER 2 5

GRAPH 5.15



INTERPRETATIONThe graph 5.14 shows that in future customers are looking for high contrast ratio in their projectors .So the consumer behavior is changing as they are switching from medium contrast ratio to high contrast ratio.

5.5 SUMMARY OF FINDINGS

In degree colleges 80 percent of the consumers prefers the OHP projectors over the multimedia projectors ,the preference for multimedia projector is 19.2 percent.

In professional education colleges 66.6 percent of the consumers prefers LCD projectors, Second came OHP projectors with 14.8 percent and finally DLP with 7.4 percent.

In large corporate, LCD projectors were the most preferred with 64 percent followed by DLP with 32 percent and OHP with 4 percent.



In small corporate, LCD again emerged the top favorite with 80 percent followed by DLP with 12 percent and OHP with 4 percent.

The educational institution segment has been further subdivided into degree colleges and professional colleges as both their buying patterns differ. Amongst them the factors that affected buying behavior in degree colleges most were as follows-

o Price – 39.6 percento Long life – 36.7 percento Brand – 20.6 percento After sales – 15.8o Power – 7.9 percent

For professional colleges, the factors that affected buying behavior were as follows-

o Brand – 34.8 percent o Price – 21.2 percento After sales – 19.6 percento Long life – 18.1 percento Power – 6 percent

In large corporate, factors that affected buying behavior were as follows-o After sales – 34.9 percent o Brand – 26.9 percento Long life – 19 percento Price – 15.8 percento Power – 3 percent

In small corporate, the factors that affected buying behavior were as follows-

o Brand – 28 percent o Long life – 25 percento Price – 22.5 percento After sales – 20 percento Power – 11.1 percent

Resolution needs change in the long run and in future, the educational institutions expressed the following resolution preferences –

o XGA – 58 percent o SXGA – 24.1 percent



o SVGA – 16.1 percento UXGA – 1 percent

Future resolution needs of the corporate are – o XGA – 26.9 percent o SXGA – 12.6 percento SVGA – 50.7 percento UXGA – 9.5 percent

Brightness needs change in the long run and in future, the educational institutions expressed the following brightness preferences –

o 1000 lumen – 12.9 percent o 1000-1500 lumen – 22.5 percento 1500-2000 lumen – 59.6 percento 2000-2500 lumen – 4.8 percent

Future brightness needs of the corporate are – o 1000 lumen – 4.6 percent o 1000-1500 lumen – 16.2 percento 1500-2000 lumen – 27.9 percento 2000-2500 lumen – 51.1 percent

Weight needs change in the long run and in future, the educational institutions and corporate expressed the following weight preferences

o Less than one kg. – 79.7 percent o One – two kg – 20.2 percento Two – three kg – 0 percent

The contrast ratio needs too change in the long run and in future, the educational institutions expressed the following contrast ratio preferences

o Higher – 25.5 percent o Medium – 61.7 percento Lower – 14.8 percent



The contrast ratio needs too change in the long run and in future, the corporate expressed the following contrast ratio preferences

o Medium – 32.5 percento Higher- 57.5 percento Lower – 5 percent

6 CONCLUSIONS AND RECOMMENDATION



6.1 CONCLUSION FROM THE STUDY.6.2 RECOMMENDATION6.3 SUGETION FORANY FURTHER STUDY.

6.1 CONCLUSION FROM THE STUDY

The conclusion that can be drawn from the study is the buying behavior of the consumer which very important to understand for any organization before marketing the product changes with every segment because the need of each



segment is different and the constraints of buying are also different so every product cannot be targeted to every segment and the products are different for each segment.

From the study it is evident that OHP projector are accepted in degree colleges while in the professional educational colleges LCD projectors are more popular. In case of large corporate DLP and LCD both the projectors are popular but OHP is not. In small corporate also LCD projectors are mostly used.

Factors that are effecting the buying behavior is also changing with every segment as we have seen in degree colleges price and long life is the most dominating factor while in professional institutes price doesn’t play a major role in place of that brand image plats major role. In large corporate after sales service and brand image plays a major role but in case of small corporate except power consumption every factors influences the buying decision.

From this study it is also evident that buying behavior changes with the passage of time as in degree college earlier they used to use OHP with low resolution brightness but now they are looking for high resolution and brightness with portability, its same with corporate also they are looking towards very high resolution and brightness more than the institutes in future.

Portability is the factor where the corporate and institutes thinks the same both want projectors weigh less than a kg.

6.2 RECOMMENDATION



Godrej and Boyce should promote the products which are little less in price to the degree colleges.

While targeting to the professional educational institutes the quality should be good and price should also be competitive.

In large organization Godrej and Boyce should promote the high end product which have the advanced technology and good brand image because they want the best at any cost.

In the small organizations all the feature should be included in the product along with the competitive price because they looks all the factors deeply before going for the product.

Power consumption is the factor which doesn’t affect the sale in any segment so they can forget of this factor while promoting.

In future every customer want the projector with a less than one kg of weight so they should try to make projectors which are less than one kg of weight.

In institutes brightness which they are looking into future is between 1500-2000 so the company should promote projectors with that brightness only.

In corporate brightness which they are looking into future is between 2000-2500 so the company should promote projectors with that brightness only.

In institutes contrast ratio which they are looking into future is medium so the company should promote projectors with medium contrast ratio only.

In corporate contrast ratio which they are looking into future is higher so the company should promote projectors with that contrast ratio only.

6.4 SUGGESTION FOR THE FUTURE STUDY



This study has been conducted in Bangalore where extensive coverage has been done for the educational institutes and corporate with a sample size of 100 ,the future study can be done in other big cities of India where Godrej and Boyce has their branch office with a greater sample size so that the buying behavior can be understood more easily.

The company can embark on the suggestions provided in this project and after one or two years conduct another similar survey to see whether the activities have bore fruit and also conduct a market share study to analyze it position compared to what it was previously.



GODREJ

Documents

Transcript of GODREJ