A PROJECT REPORT ON CUSTOMER PERCEPTION ON BRANDED AND

NON-BRANDED LED’S WITH REFERENCE TO XLUMEX LED'S

Submitted in Partial fulfillment of the requirements

For the award of the degree of

Post Graduate Diploma in Management

Submitted by

RIA CHATTERJEE 1501247010

Under the supervision of

PRABHURAM TRIPATHY

Regional College of Management

Bhubaneswar

2016

DECLARATION1

I do hereby declare that this project work entitled “CUSTOMER PERCEPTION ON BRANDED AND NON-BRANDED LED’S IN ODISHA” submitted by me for the partial fulfillment of Post graduate diploma in management (PGDM) is a record of my own research work. The report embodies the findings based on my study and observation and has not been submitted earlier for the award of any degree or diploma to the institute or university.

PLACE:BHUBANESWAR

DATE: (RIA CHATTERJEE)

ACKNOWLEDGEMENT

2

It is a matter of great pleasure for me in submitting the project report on CUSTOMER PREFERANCE ON BRANDED AND NON-BRANDED LED’S IN ODISHA for the partial fulfillment of the requirement of my course from REGIONAL COLLEGE OF MANAGEMENT BHUBANESWAR.

I am thankful and owe a deep gratitude to all those who helped me in preparing this report. Words seem to be inadequate to express my sincere thanks to MR. AJITABH DASH for his valuable guidance, constructive criticism and immense encouragement during the entire course of the study.

I am highly obliged to those who had helped me to procure primary data to complete my project.

I want to thank all who have supported me and gave their timely guidance. Last but not the least I am very grateful to all those who helped me in one-way or the other at every stage of my work.

NAME:RIA CHATTERJEE

REGD NO:1501247010

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PREFACE

The light-emitting diode (LED) is one of today's most energy-efficient and rapidly-developing lighting technologies. Quality LED light bulbs last longer, are more durable, and offer comparable or better light quality than other types of lighting. LUMEX LED’s is one such LED manufacturing company which not only provide low priced quality LED lights but also provide with 5years manufacturer’s warranty which is higher than any branded company can provide.

This report entitled “CUSTOMER PERCEPTION ON BRANDED AND NON-BRANDED LED’S IN ODISHA” tries to identify the need of LED lights in today’s scenario since there is a high need of saving the energy for future generations. LED lights save almost about 50% of energy and give brightest light. In this project an attempt is made to understand the customer need and preferences about the branded LED and non- branded LED and to identify their level of awareness regarding the utility of LED lights.

In the first section of the project there is a company overview .

In the second section of the report the research methodology and its techniques has been listed down

In the third section the research result and the analysis and interpretation is done.

There may be some scope for improvement but serious efforts have been put into to get the best results.

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EXECUTIVE SUMMARY

India’s LED lighting market is currently at a nascent stage. Though the LED market is already growing at a robust pace over the last 2-3 years, the country offers huge growth potential, especially over the next 5-10 years. Increasing adoption of LED lighting is being witnessed across commercial and residential sectors, government projects, upcoming smart building projects, etc. According to a recently published report by TechSci Research “India LED Lighting Market Forecast & Opportunities, 2020”, the country’s LED lighting market is projected to register a growth of over 32% during 2015-20.

This report is to examine how well acquainted the customers are with the concept of LED lights and how much they are ready to accept the change .

In the introductory chapter, I have consider the role of LED lights in todays world and the level of acceptance by the people of odisha. In the company profile, a detailed report has been given about the company’s establishment and its operations together with the products it deals with. In the research part a detailed research has been done taking a sample size of 30 to conduct a research on the customer preference and awareness about the LED market prevailing in odisha which is followed by brief limitations, suggestions and recommendation.

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INDEX

SL NO.

CONTENTS PAGE NO.

1. Introduction 7-10

2. Company profile 12-22

3. Literature review 23

4. Research methodology 26-28

5. Analysis and Interpretation 29-59

6. Competitive analysis(swot) 60-61

7. Limitations of the study 62-63

8. conclusion 64-65

9. Appendix 66-68

10. Bibliography 69-70

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INTRODUCTION

A LED light is a light-emitting diode (LED) item which is assembled into a light (or light) for use in lighting purposes. LED lights have a lifespan and electrical effectiveness which are a few times longer than incandescent lights, and essentially more productive than most fluorescent lights, with some chips ready to radiate more than 300 lumens for each watt (as guaranteed by Cree and some other LED makers). The LED light market is anticipated to develop by more than twelve-fold throughout the following decade, from $2 billion in the start of 2014 to $25 billion in 2023, a compound yearly development rate (CAGR) of 25%.As of 2016, LEDs utilize just around 10% of the energy an incandescent light requires.

Like incandescent lights and unlike most fluorescent lights (e.g. tubes and minimal fluorescent lights or CFLs), LEDs come to full shine without requirement for a warm-up time; the life of fluorescent lighting is likewise diminished by frequent exchanging on and off. The underlying expense of LED is normally higher. Degradation of LED color and packaging materials decreases light yield to some degree after some time.

A LED light bundling may demonstrate the lumen yield, power utilization in watts, shading temperature in kelvins or depiction (e.g. "warm white"), working temperature range, and now and then the equal wattage of a radiant light of comparative brilliant yield.

Most LEDs don't emit light in all directions, and their directional attributes influence the configuration of lights, omni -directional lights which transmit light over a 360° point are turning out to be more regular.

LED chips need controlled direct present (DC) electrical force; a fitting circuit is required to change over alternating current from the supply to the managed low voltage direct current utilized by the LEDs. LEDs are affected by high temperature, so LED lights commonly have warmth heat dissipation components, for example, heat sinks and cooling fins.

OBJECTIVES OF THE STUDY

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To study the scenario of LED market in Odisha. To study the customer behavior and preference towards LED lights. To analyze the extent of customer satisfaction regarding the branded lights and

non-branded lights in Odisha market. To study different strategies followed by different LED light manufacturing companies. To examine the challenges faced by the LED light dealers in Odisha.

SCOPE OF THE STUDY

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This report is based on the study conducted at LUMEX LED’S-Bhubaneswar(Odisha). It aims at understanding the companies establishments, its operations, marketing strategies and its advantages and disadvantages.

An attempt is made to understand the effectiveness of the LED lights , types , properties and its usages, customer preferences towards that brand and limitations of the brand .

RELEVANCE OF THE STUDY

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To make people aware about the concept of LED lights and its low energy consumption nature.

To provide information regarding the merits and demerits of LED lights. To provide the detailed information about the various types of LED lights , its power

consumption and usages. To compare the differences in branded LED bulbs with non-branded LED bulbs.

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COMPANY PROFILE

ABOUT LUMEX –LED’s

INTRODUCTION TO LUMEX

11

Lumex appliances Pvt. Ltd is a LED manufacturing company incorporated in May 2015 . It is a assembling and trading of LED lights having its procurement unit in China and korea. Ita assembling unit is located in Rudrapur district of Uttarakhand and in some parts of Bhubaneswar and puri in odisha.

FOUNDERS: Avinash Sahoo and Sunil Kr. Mohapatra.

TURNOVER: The annual turnover of the company is approximately about 6olakhs.

TAGLINE: “Saving energy for future”.

FOCUS MARKET: It generally focuses on non-trading method where it focused majorly on big projects and exclusive stores and avoid general retailing.

SALES STRATEGY: Lumex LED’s generally go for push sales strategy of marketing.

Push marketingfocuses on taking the product to the customer, and putting the product in front of the customer at the point of purchase. This type of marketing strategy hopes to minimize the amount of time between a customer discovering a product and buying that product.

UNIQUE SELLING PROPOSITION (USP):The USP of Lumex LED’s are:-

Low price and superior quality. After sale services. Extended warranty.

LED CHIPS USED IN LUMEX LED’S

The LED chips used in LUMEX LED lights are :

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OSRAM CREE ASIATECH INCORPORATION EVERLIGHT

OSRAM – OSRAM Licht AG is a multinational lighting manufacturer headquartered in Munich, Germany. OSRAM was founded in 1919 by the merger of the lighting businesses of Auergesellschaft, Siemens & Halske and Allgemeine Elektrizitäts-Gesellschaft (AEG). On 5 July 2013.

Osram Opto Semiconductors is a wholly owned subsidiary of Osram which designs and manufactures opto-semiconductor products. One of the main products of this subsidiary is light-emitting diodes (LEDs). As the world's second largest manufacturer of optoelectronic semiconductor for the illumination, sensing and visualization sectors.

CREE - Cree was founded in July 1987 in Durham, North Carolina.

Cree, Inc. is a multinational manufacturer of lighting-class LEDs, lighting products and products for power and radio frequency (RF) applications. Most of its products are based on silicon carbide (SiC), a rare, naturally occurring mineral compound which early Cree researchers successfully synthesized in a laboratory. SiC enables higher performance in applications which require high endurance and in semiconductor devices that operate at high temperatures or high voltages, or both.

ASIATECH INCORPORATION: AsiaTech incorporation Limited(ATI) is a high-tech company which is established in 1999 and mainly engaged in LED components & LED application of semiconductor illumination. It run its factory under ISO9001,CE and ROHS mark system. Covering an approximate area of 5500m2, among which 2000m2 is for R&D and office and 3500m2 is for workshop. ATI is equipped with numerous of advanced experimentation equipment and production line, and has an annual production capacity of 3,000,000pcs for LED lights.

EVERLIGHT :Everlight Electronics was founded in 1983 by Robert Yeh, initially making indicator lights for home appliances. By 2006, Everlight was Taiwan's largest manufacturer of light-emitting diodes (LEDs), producing 1.850 billion units every month, and employing 4,000 people. In 2007, 40% of Everlight's revenue was derived from LEDs used for backlighting of mobile phones, and it also began to expand into backlight LEDs for laptop computers and televisions.

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LUMEX LED’s PRODUCT LINE

Lumex night bulbs. LUMEX flood lights. LUMEX eco bulbs.

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LUMEX street lights. LUMEX royal bulbs. XL LED tube lights. XL Slim round and square panel lights. XL LED surface lights.

LUMEX NIGHT BULBS

WATTS COLOURS AVAILABLE PRICE

0.5W Red, Blue, Yellow, Green and warm white

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LUMEX FLOOD LIGHTS

WATTS LUMEN OUTPUT PRICE30 W ~2700 lumen 249950 W ~4500 lumen 399990 W ~8100 lumen 7499

LUMEX ECO BULBS

WATTS LUMEN OUTPUT PRICE7 W ~630 39910 W ~900 54912 W ~1080 64915 W ~1350 849

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LUMEX STREET LIGHTS

WATTS LUMEN OUTPUT PRICE30 W ~2700 519960 W ~5400 929990 W ~8100 13999

LUMEX ROYAL BULBS

WATTS KELVIN LUMEN OUTPUT PRICE3 W 6500 K ~255 1793 W 3000 K ~210 1795 W 3000 K ~350 2299 W 6500 K ~765 29912 W 6500 K ~1020 39915 W 6500 K ~1275 599

LUMEX XL LED T8 TUBE LIGHT

WATTS KELVIN LUMEN OUTPUT VOLTAGE PRICE16 W 6500 K ~1440 240 V 79918 W 6500 K ~1620 240 V 899

LUMEX XL LED T5 TUBE LIGHTS

WATTS KELVIN LUMEN OUTPUT VOLTAGE PRICE16 W 6500 K ~1440 240 99918 W 6500 K ~1620 240 1199

LUMEX SLIM ROUND PANEL LED

WATTS KELVIN LUMEN OUTPUT VOLTAGE PRICE6 W 6500 K ~540 240 V 7996 W 3000 K ~420 240 V 799

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9 W 6500 K ~810 240 V 9999 W 3000 K ~630 240 99912 W 6500 K ~1080 240 119912 W 3000 K ~840 240 119918 W 6500 K ~1620 240 159918 W 3000 K ~1260 240 159948W(600mm*600mm) 6500 K ~4320 240 7999

48W(600mm*600mm) 3000 K ~3360 240 7999

LUMEX SLIM SQUARE PANEL LED

WATTS KELVIN LUMEN OUTPUT VOLTAGE PRICE6 W 6500 K ~540 240 7996 W 3000 K ~420 240 7999 W 6500 K ~810 240 9999 W 6500 K ~1260 240 99912W 6500 K ~1080 240 119912 W 3000 K ~840 240 119918 W 6500 K ~1620 240 159918 W 3000 K ~1260 240 159948W(600mm*600mm) 6500 K ~4320 240 799948W(600mm*600mm) 3000 K ~3360 240 7999

LUMEX XL ROUND SURFACE LIGHT

WATTS KELVIN LUMEN OUTPUT VOLTAGE PRIE12 W 6500 K ~1020 240 149918 W 6500 K ~1530 240 199924 W 6500 K ~2040 240 2499

LUMEX XL SQUARE SURFACE LIGHT

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WATTS KELVIN LUMEN OUTPUT VOLTAGE PRICE12 W 6500 K ~1020 240 149918 W 6500 K ~1530 240 199924 W 6500 K ~2040 240 2499

LUMEX XL COOL ROUND LED LIGHT

WATTS KELVIN LUMEN OUTPUT VOLTAGE PRICE12 W 6500 K ~1080 240 129918 W 6500 K ~1620 240 1799

MARKETING AND DISTRIDUTION CHANNEL

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It is often questioned why does any company afford to provide low prices even if it is of superior quality ?

The answer to this question is the mode of distribution it follows for which it incurs low cost in transit.

There arevarious levels of distribution:

Zero level One level Two level Three level

ZERO LEVEL ONE LEVEL TWO LEVEL THREE LEVEL FOUR LEVEL

LUMEX LED’s DISTRIBUTION CHANNEL

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LUMEX led follows non trade method of distribution where it engages to deliver the product directly from the manufacturer to the end users.

There are no other intermediary in between the manufacturer and the consumers , therefore there are no conflicts between the channel members. LUMEX LED’s follows zero level marketing channel which is otherwise known as direct marketing and this is the reason for which it affords to charge less price for the products it delivers since there are no provision to charge commission by the intermediaries .

ZERO LEVEL CHANNEL

LUMEX LED’S SALES PROCESS

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LUMEX LED’s follows a conventional method of selling.The sales process of LUMEX LED’s are mentioned below:

Product knowledge Lead generation Need assessment Following the lead Closing the sales Post sale services

PRODUCT KNOWLEDGE

Product knowledge is an essential sales skill. Understanding your products' features allows you to present their benefits accurately and persuasively. Customers respond to enthusiastic sales staff who are passionate about their products and eager to share the benefits with them.

The sales force of LUMEX LED’s have immense knowledge about the insights of the products and this makes it successful to sell the products in heterogeneous markets.

LEAD GENERATION

Process of collecting names and contact information about qualified prospects which will be contacted by the salespeople for generating orders. It usually involves direct response advertising and telemarketing.

LUMEX LED’S generates leads from the list of architects and other potential business projects and contact them through tele -calling and telemarketing .

NEED ASSESSMENT

A needs assessment is a systematic process for determining and addressing needs, or "gaps" between current conditions and desired conditions or "wants". The need assessment is the most important step in sales process but it is the most neglected one.

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LUMEX LED’s put forth most of its effort in understanding and assessing the need of the target customers and tries to fulfill them . It monitors the needs on a regular basis and come up with their requirements.

FOLLOWING THE LEADS

Following the leads is another process in selling where after identifying the potential leads they are followed or convinced to purchase or to create a deal with the company. This is a process of maintaining relationship between the leads and the sales person and building a trust between them so that they get motivated to purchase the products the company is offering.

LUMEX LED’s build relationships with most of its clients in a very delicate way.

CLOSING THE SALES

Closing the sales (also referred to as completion or settlement) is the final step in executing a real transaction. The closing date is set during the negotiation phase, and is usually several weeks after the offer is formally accepted. On the closing date, the ownership of the property is transferred to the buyer. In this process the sales is finally executed and the goods reach to the end user.

POST SALES SERVICES

Post- Sale basically means after-sales. Post sales behavior of consumer involves all the activities and the experiences that follow after the sales.

LUMEX LED’s use after-sales services to reduce customer dissatisfaction if any after the purchase of product or service. Marketers use customer complaint to assess their performance and use after sales services to show customer commit

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LITERATURE REVIEW

LITERATURE REVIEW

Lighting accounts for roughly one-fifth of all global electricity consumption, yet the major share of this energy is emitted not as light but as radiated heat from inefficient bulbs. Compact fluorescent

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Lights (CFLs) were the initial substitute for incandescent bulbs, but certain characteristics of CFLs, light emitting diodes (LEDs) will be used dramatically in the next few years because of its low energy consumption and long life. This paper presents a survey of literature on the light (LEDs) as energy efficient light bulbs due to their high efficiency. The literature shows an increasing interest in this subject for the last decade, where the enhancement of LED lighting systems using various controllers has been widely investigated. Several technical issues related to thermal properties and LED array configurations have been highlighted. Moreover, some of the developments in LED driver technology have been summarized.

According to the 2011 European Commission green paper up to 50% of total electricity consumption in office buildings is used for lighting and the comparable figure for residential buildings is 10-12%. Overall, lighting represents a significant proportion of electricity usage and the worldwide drive to conserve energy and reduce CO2 emissions is driving the adoption of low energy lighting technologies. In 2010 the global lighting industry was estimated to have revenues of $90B growing to $130B by 2020. In Europe alone the industry is estimated to have revenues of $25B and employ over 150,000 people (European Commission). The emerging markets such as India represent considerable opportunities for growth as they transition to electricity based lighting solutions.

The traditional incandescent lamp has been in production for over one hundred years and, although many value the quality of its light, its very low efficiency is becoming increasingly expensive for users. Consequently many countries have introduced phased legislation to ban incandescent lights and replace them with higher efficiency technologies such as fluorescent, LED (Light Emitting Diode) and OLED (Organic Light Emitting Diode). LED lighting technology is attractive because of its high efficiency, long lifetime and the range of applications: backlighting for displays, automotiveand general lighting. In recent years there has been considerable investment in lighting technologies with a total estimated $800M of venture capital invested in 2008-2010. This does not count the considerable investments by established players such as Cree, Osram and Philips.The remainder of this note will concentrate on the application of LEDs to general lighting applications

Incandescent light bulbs are now banned in the EU, while energy-saving lamps remain a bone of contention. In 2016, it will be lights out for halogen bulbs over 10 watts as well. LEDs (light-emitting diodes) therefore have the best chance of becoming the light source of the future. Experts reckon that LED retrofit lamps for use in standard bulb fittings will overtake traditional energy-saving bulbs for the first time from 2015. By 2020 it is predicted that LEDs will have captured between 88 and 90 percent of the lighting market. The tiny diodes offer a whole host of advantages as the most environmentally friendly source of light – they contain no harmful substances, consume less energy and, with a lifetime of between 15,000 and 30,000 hours, last longer than conventional light sources. They also work at full brightness as soon as you flick the switc

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RESEARCH METHODOLOGY

25

RESEARCH METHODOLOGY

Research refers to the search for knowledge. One can also define research as the scientific and systematic search for pertinent information on a specific topic. It is an art of scientific investigation.

Research methodology: It is the way to systematically solve a problem. The methodology in this study is explained below:-

A) Types of research : The type of research used in this report are : a) Quantitative Analysis

b) Correlation/Regression

B) Sampling plan:It includes all the essential information about the samples. The sample plan includes:

Sample unit- It refers to the target respondents to whom the study has been conducted. In this research the sample unit are the dealers, trading company, business houses and households.

Sample size – It refers to the number of samples to which the study has been conducted. In this research the sample size taken is 30

Sampling techniques - It refers to the types and mode of sampling which is used in this study. The sampling technique used in this research is non- probabilistic sampling.

Non probabilistic sampling includes:

a) Convenience sample: The researchers select the most accessible population members.

b)Judgment sample: The researcher selects population members who are good prospects for accurate information

c)Quota sample: The researcher finds and interviews a prescribed number of people in each of several categories

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C)Sample frame: The sample frame constitutes the architect’s, the dealers and the households residing in and around Bhubaneswar area in Odisha.

D)Data analysis: It involves the sources of data and the tools used in representing the data in the research report.

Sources of data:

a) primary source: I have used questionnaire as my primary source for collecting the data.

b) Secondary source: I have collected my secondary data from company journals and different websites.

E) Data Interpretation: Data interpretation is that in which we analyse the whole collected data and tries to get a result or interpret it in understandable terms.

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ANALYSIS & INTERPRETATION

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1. The respondants who buy LED lights:

Statistics

Different respondants of LED

N Valid 30

Missing 0

29

Different respondants of LED

Frequency Percent Valid Percent

Cumulative

Percent

Valid Retaier 5 16.7 16.7 16.7

trading company 11 36.7 36.7 53.3

Distributor 10 33.3 33.3 86.7

Household 4 13.3 13.3 100.0

Total 30 100.0 100.0

interpretation: The percentage of respondants who have filled the questioonaire belong to the tading company followed by distributors, retailers and the households.

2. The income level of the

respondants:

Income level of the respondants

Frequency Percent Valid Percent Cumulative Percent

Valid 20000-30000 17 56.7 56.7 56.7

30000-50000 3 10.0 10.0 66.7

<50000 10 33.3 33.3 100.0

Total 30 100.0 100.0

30

Statistics

Income level of the respondants

N Valid 30

Missing 0

Mean 1.7667

Std. Deviation .93526

Variance .875

interpretation: The income level of the respondants were high on thr range of 20,000-30,000 and

33.33% of respondants were in the range of more than 50,000 and only 10% were in thr range of

30,000-50,000.

3. The level of awareness regarding the LED lights in odisha:

Statistics

level of awareness regarding LED

N Valid 30

Missing 0

31

level of awareness regarding LED

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 26 86.7 86.7 86.7

no 4 13.3 13.3 100.0

Total 30 100.0 100.0

interpretation: 86.7% respondants are aware about the LED lights in the region of Odisha while he

rest 13.3% of the respondants are unaware about the LED lights in Odisha.

4. The preference of respondants regarding the lights:

preferences regarding the lights

Frequency Percent Valid Percent

Cumulative

Percent

Valid incandescent lamps 1 3.3 3.3 3.3

CFL 12 40.0 40.0 43.3

LED 17 56.7 56.7 100.0

Total 30 100.0 100.0

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Statistics

preferences regarding the lights

N Valid 30

Missing 0

Interpretation: on asking about the preference of the respondants regarding the lights they use , 3.3% prefered to use incandescent lamps, 40% use CFL's while the rest 56.7% use or prefer to use LED.

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5. The relationship between income and the brand selection of LED lights of the respondants:

Case Processing Summary

Cases

Valid Missing Total

N Percent N Percent N Percent

Income level of the

respondants * preferences

regarding the type of brand

in LED's

30 100.0% 0 0.0% 30 100.0%

Income level of the respondants * preferences regarding the type of brand in LED's Crosstabulation

Count

preferences regarding the type of brand in LED's

LUMEX LED SYSKA LED PHILIPS EVEREADY

Income level of the

respondants

20000-30000 0 8 6 3

30000-50000 1 1 0 1

<50000 4 4 0 2

Total 5 13 6 6

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Income level of the respondants * preferences regarding the type of brand in LED's Crosstabulation

Count

Total

Income level of the respondants 20000-30000 17

30000-50000 3

<50000 10

Total 30

Chi-Square Tests

Value df

Asymptotic

Significance (2-

sided)

Pearson Chi-Square 11.651a 6 .070

Likelihood Ratio 15.631 6 .016

N of Valid Cases 30

a. 11 cells (91.7%) have expected count less than 5. The minimum

expected count is .50.

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Interpretation: The respondants whose income scale is from 20,000-30,000 prefer SYSKA LED Mmostly, the respondants whose income is from 30,000-50,000 like LUMEX, SYSKA and EVEREADY proportionately , while the respondants whose income level is more than 50,000 prefer SYSKA and LUMEX more.

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6. Features that attracts respondants

to any brand while purchasing LED'S:

features of LED that attracts the respondants to that brand

Frequency Percent Valid Percent

Cumulative

Percent

Valid quality assurance 1 3.3 3.3 3.3

durability 13 43.3 43.3 46.7

warranty 7 23.3 23.3 70.0

price 9 30.0 30.0 100.0

Total 30 100.0 100.0

Interpretation: 43.3% like LED due to its durability, 30% due to price,23.3% due to warrenty and

the rest due to its quality assurance.

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Statistcs

N Valid 30

Missing 0

7. The ranking of the LED LIGHTS regarding quality:

ranking of the brand

Frequency Percent Valid Percent

Cumulative

Percent

Valid highly satisfied 7 23.3 23.3 23.3

satisfied 13 43.3 43.3 66.7

neutral 2 6.7 6.7 73.3

dissatisfied 5 16.7 16.7 90.0

highly dissatisfied 3 10.0 10.0 100.0

Total 30 100.0 100.0

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Statistics

N Valid 30

Missing 0

Mean 2.47

Std. Deviation 1.306

Variance 1.706

INTERPRETATION: 43.3% respondants are satisfied with the quality of the LED lights, 23.3% are highly satisfied, 6.7% are neutral in their response, 16.7% are dissatisfied while the rest 10% are highly dissatisfied.

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8. The ranking of the LED LIGHTS regarding packaging:

ranking of the brand

Frequency Percent Valid Percent

Cumulative

Percent

Valid highly satisfied 8 26.7 26.7 26.7

satisfied 11 36.7 36.7 63.3

neutral 2 6.7 6.7 70.0

dissatisfied 8 26.7 26.7 96.7

highly dissatisfied 1 3.3 3.3 100.0

Total 30 100.0 100.0

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Statistics

N Valid 30

Missing 0

Mean 2.43

Std. Deviation 1.251

Variance 1.564

Interpretation: 36.7%% respondants are satisfied with the packaging of the LED lights, 26.7% are highly satisfied, 6.7% are neutral in their response, 26.7% are dissatisfied while the rest 3.3% are highly dissatisfied.

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9.The ranking of the LED LIGHTS on its price:

Statistics

N Valid 30

Missing 0

Mean 2.17

Std. Deviation 1.053

Variance 1.109

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ranking of the LED

Frequency Percent Valid Percent

Cumulative

Percent

Valid highly satisfied 8 26.7 26.7 26.7

satisfied 14 46.7 46.7 73.3

neutral 4 13.3 13.3 86.7

dissatisfied 3 10.0 10.0 96.7

highly dissatisfied 1 3.3 3.3 100.0

Total 30 100.0 100.0

INTERPRETATION: 46.7%% respondants are satisfied with the price of the LED lights, 26.7% are highly satisfied, 13.3% are neutral in their response, 10% are dissatisfied while the rest 3.3% are highly dissatisfied.

10.The ranking of the LED PRODUCTS on its post sale services:

Statistics

ranking of the brand

N Valid 30

Missing 0

Mean 2.20

Std. Deviation 1.270

Variance 1.614

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ranking of the brand

Frequency Percent Valid Percent

Cumulative

Percent

Valid highly satisfied 11 36.7 36.7 36.7

satisfied 10 33.3 33.3 70.0

neutral 3 10.0 10.0 80.0

dissatisfied 4 13.3 13.3 93.3

highly dissatisfied 2 6.7 6.7 100.0

Total 30 100.0 100.0

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INTERPRETATION: 36.7%% respondants are satisfied with the packaging of the LED lights, 26.7% are highly satisfied, 6.7% are neutral in their response, 26.7% are dissatisfied while the rest 3.3% are highly dissatisfied.

.

ranking of the brand

Frequency Percent Valid Percent

Cumulative

Percent

Valid highly satisfied 8 26.7 26.7 26.7

satisfied 13 43.3 43.3 70.0

neutral 3 10.0 10.0 80.0

dissatisfied 6 20.0 20.0 100.0

Total 30 100.0 100.0

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INTERPRETATION: 36.7%% respondants are satisfied with the packaging of the LED lights, 26.7% are highly satisfied, 6.7% are neutral in their response, 26.7% are dissatisfied while the rest 3.3% are highly dissatisfied.

12. The type of LED product liked by respondants:

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.

Statistics

N Valid 30

Missing 0

types of led respondants like

Frequency Percent Valid Percent

Cumulative

Percent

Valid LED bulb 7 23.3 23.3 23.3

LED surface light 11 36.7 36.7 60.0

LED panel light 9 30.0 30.0 90.0

LED flood light 2 6.7 6.7 96.7

others 1 3.3 3.3 100.0

Total 30 100.0 100.0

INTERPRETATION: 23.3% respondants like LED bulbs, 36.7% like LED surface lights, 30% like LED panel light, 6.7% like LED flood light while 3.3% like other products.

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13. The respondants who are aware about LUMEX LED:

Statistics

level of awareness regarding

LUMEX LED

N Valid 30

Missing 0

48

level of awareness regarding LUMEX LED

Frequency Percent Valid Percent

Cumulative

Percent

Valid yes 13 43.3 43.3 43.3

no 17 56.7 56.7 100.0

Total 30 100.0 100.0

INTERPRETATION: 43.3% know about LUMEX LED while 56.7% does not know about

LUMEX LED.

14. The ratings given by the respondants on its heat resistance properties of LUMEX LED:

Statistics

level of satisfaction on LUMEX

LED

N Valid 30

Missing 0

level of satisfaction on LUMEX LED

Frequency Percent Valid Percent

Cumulative

Percent

Valid Highly satisfied 7 23.3 23.3 23.3

Satisfied 8 26.7 26.7 50.0

Neutral 7 23.3 23.3 73.3

Dissatisfied 5 16.7 16.7 90.0

highly dissatisfied 3 10.0 10.0 100.0

Total 30 100.0 100.0

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INTERPRETATION: 23.3% respondants are highly satisfied with the HEAT RESISTANCE of the LUMEX LED lights, 26.7% are satisfied, 23.3% are neutral in their response, 16.7% are dissatisfied while the rest 10% are highly dissatisfied.

15. The ranking of LUMEX LED on its durability:

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Statistics

level of satisfaction on lumex LED properties

N Valid 30

Missing 0

INTERPRETATION: 23.3% respondants are satisfied with the durability of the LUMEX LED lights, 26.7% are highly satisfied, 6.7% are neutral in their response, 30% are dissatisfied while the rest 3.3% are highly dissatisfied.

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level of satisfaction on lumex LED properties

Frequency Percent Valid Percent

Cumulative

Percent

Valid highly satisfied 7 23.3 23.3 23.3

satisfied 11 36.7 36.7 60.0

neutral 2 6.7 6.7 66.7

dissatisfied 9 30.0 30.0 96.7

highly dissatisfied 1 3.3 3.3 100.0

Total 30 100.0 100.0

16. The ranking of LUMEX led for its discount:

level of satisfaction on lumex LED properties

Frequency Percent Valid Percent

Cumulative

Percent

Valid highly satisfied 12 40.0 40.0 40.0

satisfied 12 40.0 40.0 80.0

dissatisfied 4 13.3 13.3 93.3

highly dissatisfied 2 6.7 6.7 100.0

Total 30 100.0 100.0

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Statistics

level of satisfaction on lumex LED properties

N Valid 30

Missing 0

INTERPRETATION: 40% respondants are highly satisfied with the discounts of the LUMEX LED lights, 40% are satisfied, 13.3% are dissatisfied , 6.7% are highly dissatisfied .

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16. The ranking of LUMEX led for its services:

level of satisfaction on lumex LED properties

Frequency Percent Valid Percent

Cumulative

Percent

Valid highly satisfied 12 40.0 40.0 40.0

satisfied 14 46.7 46.7 86.7

dissatisfied 2 6.7 6.7 93.3

highly dissatisfied 2 6.7 6.7 100.0

Total 30 100.0 100.0

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Statistics

level of satisfaction on lumex LED properties

N Valid 30

Missing 0

18. The recommendation of the respondnts regarding the use of LUMEX LED in future:

recommendation of LUMEX LED

Frequency Percent Valid Percent

Cumulative

Percent

Valid YES 21 70.0 70.0 70.0

NO 5 16.7 16.7 86.7

MAY BE 4 13.3 13.3 100.0

Total 30 100.0 100.0

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Statistics

recommendation of LUMEX LED

N Valid30

Missing 0

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INTERPRETATION: 70% OF respondants would like to recommend LUMEX LED to others, 16.7% disagreed while the rest 13.3% is doubtful.

COMPETITIVE ANALYSIS 57

STRENGTH

HIGHEST WARRENTY THAN OTHER BRANDED COMPANIES.

EXTENDED POST SALE SERVICES.

EYE FRIENDLY AND HEAT RESISTANCE PROPERTY UNLIKE OTHER BRANDS.

WEAKNESS

NON BRANDED LED

PRICES ARE ALMOST COMAREABLE WITH THE MARKET LEADRER SYSKA LED.

OPPORTUNITY THREAT

MANY BRANDED CMPANIES LIKE

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HAVE CHANCES TO EXIST IN THE MARKET IF IT PROMOTES THROUGH ADVERTISEMENTS AND NEWSPAPER MEDIA.

SYSKA, PHILIPS PRODUCTS ARE AVAILABLE I LOWER PRICE THAN LUMEX.

THE UJALA SCHEME BY GOVERNMENT IS A MAJOR THREAT TO NON-BRANDED LED's LIKE LUMEX LED'S.

LIMITATIONS OF THE STUDY

The research was restricted to odisha market only. Most of the respondants generally prefer branded lights when it comes to LED. LUMEX LED is not known to many of the respondents so their choices and preferences

vary differently. LUMEX led's generally go for non trade method of selling and only focuses on the

contractors and builders while neglect to dealers and households.

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SUGGESTIONS TO THE COMPANY

It should have followed the penetration pricing policy It should have included proper distribution strategy and include the channel members. Proper competitors analysis is much needed. It should have proper integration of marketing mix.

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CONCLUSIONIt’s amazing to think that just a few years ago, many people thought of LEDs as nothing more than the tiny red lights in our laser pointers but my, how the times have changed! With more and more people realizing the energy-efficiency benefits of LED lighting, it seems that everything from headlights to TVs to even clothing and wallpaper are now being lit up by the versatile lighting technology. Unlike incandescents, LEDs are super-compact, don’t emit heat and use just a fraction of the energy – plus their flexible, plastic design allows them to be used in a wonderful variety of innovative ways that other types of lighting just can’t touch. We’ve seen so many weird and wonderful uses for LED lighting lately that we decided to put together a roundup of our favorite examples for your viewing pleasure

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APPENDIX:

Name: ____________________________________________________

Address: ____________________________________________________

____________________________________________________

1. Are you a:

a. Retailer b. trading company c. Distributor d. End users

2. Annual income:

A.20000-30000 b. 30000-50000 c. 50000 & above

4. Are you aware of LED lights?

a. Yes b. No

3. Which type of electric lights do you prefer the most?

a. Incandescent bulbs b. CFL c. LED

5. When it comes to buying LED lights, which company do you prefer?

a. LUMEX LED b. Syska LED c. Philips d. Eveready

6. What features attract you towards any brand of LED lights?

a. Quality assurance b. Durability c. warranty d. Price

7.How would you like to rank the LED LIGHTS on the basis of the following: (1 being highest & 5 being Lowest)

1 2 3 4 5

Quality

Packaging

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price

post sale services

warranty

8. What type of LED products do you generally look for?

a. LED bulbs b. LED surface lights c. LED panel light d. LED flood light e. others

9. Are you aware of Lumex LEDs ?

a. Yes b. No

10. What is your satisfaction level regarding Lumex LEDs?

a. Highly satisfied b. Satisfied c. Neutral d. Dissatisfied e. Highly dissatisfied

11. How would you like to rank Lumex LEDs on its properties:

1 2 3 4 5

Heat resistance

Durability

life span

Discounts

Services

12. Would you recommend Lumex LEDs to anyone?

a. Yes b. No c. May be

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Any suggestions: ____________________________________________________________

_____________________________________________________________

Thank you for your co-operation and effort to fill up this questionnaire

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BIBLIOGRAPHY:

Books used: Saxena Rajan, Marketing Management , 5th edition 2012. kotler Philip and Keller Kelvin, Marketing Management, 14th Global

edition, 2012.

References: www.wikipedia.com www.businessdictionary.com www.energystar.gov

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