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ACKNOWLEDGEMENT

It is a great pleasure for me to thank Top Notch Infotronix (India) Pvt. Ltd.. For granting
me an opportunity to be associated with such a great organization as a summer trainee at
their branch office Ghaziabad.

I am very much thankful to my company guide Mr. Karthikram Srinivasan market


research analyst at Zebronics, for guiding me with valuable inputs throughout my training
period. I thank Mr. Sunil. For always helping me to find the necessary details and data
required last but not the least I am thankful to the staff for providing me the necessary
support and kind co-operation.

This project would not have been computed without the guidance of my college mentor
Prof. Ritesh Jain who have helped me from time to time.

I also thank the entire dealer and distributors involved in this market research for their
participation and co-operation.

Once again I express my sincere thanks and gratitude the above stated persons who have
helped me directly and also to those who have helped me indirectly by all means.

EXECUTIVE SUMMARY
The project report is based on the current market condition of Zebronics. What are the
problem that are the dealer of Zebronics product are facing? What are the specification of
speaker that is demanded by the customer? How the dealer came into this is business and
what are their expectation from company side? Before coming into this business what
they used to do? The project is also based on to create the business for the company by
generating the lead for the company. To know that the current stock dilution scheme that
company is offering, are the dealer and distributor aware about that? To know that is the
sales-person giving him the product detail, product price and product demo properly?
Also, know that is the sales person is able to technical query of the dealer? What are the
current sales scenario of Zebronics?

The objective for the study are to identify the satisfaction level of Zebronics Dealers and
Distributor towards the company and competitor analysis for Zebronics speakers. To
generate future channel partner for Zebronics and to know about the expectations of
dealer, distributor and customer.

For fulfilment of the study the dealer and distributor was approached with pre-defined
questioner and to also know about their background by asking question at personal level
and basic observation of their shops status. By doing this we find that Intex is the market
leader in the area of IT peripherals and Intex, F&D followed by Zebronics are the current
leader in sale of speaker and subwoofer. The reason for Zebronics being in no. 3 is
because of the low brand awareness.

The company is not spending money in the brand visibility. Hardly any hoardings of
company and advertisement in newspaper is found. The dealer is also facing the same
problem as the product is not marketed properly.

The market is price competitive that is all the company are offering the same product at a
very minimum price difference. The local manufacturer of the speaker and other
accessories are the threat for their business because they are offering the product at a
lower price. Most of the shop for IT in Ghaziabad is In Shiva Tower and Ambedkar road
so here the customer has the option for switching the another dealer that is major problem
that lead to him work at a very minimum level of margin.

The after sales service of company is only good on those location (Shiva Tower,
Ambedkar road And Maliwara Chowk) that are near to service center (In Nehru Nagar).
In Vaisahali, Vasundhra, Indirapuram and Rajnagar etc the service is not good. The
product quality of Zebronics is not up to the mark as per the expectation of customer.

RESEARCH OBJECTIVE

To Identify the less demand of Zebronics multimedia speakers


To Know the Market Awareness of Zebronics
To Identify the satisfaction level of Zebronics Dealers and Distributors
towards the company
Competitors analysis of Zebronics speakers
Identify the Future channel partners for the Zebronics Product
Identify the most unique features demanded by the customers
Identify the regular interactions of sales person and dealers
LIMITATIONS
Small Sample size:
In our survey, we have taken a sample size of 65 customers, but only
with these samples we cant make a proper conclusion.

Sample Area:

The study was conducted Ghaziabad only. Hence, the study may not be
useful for projection of behavioral aspect of consumers living in other
cities.

Money Constraint:
Budget and finance are always been constraints in doing any project.

Difficulty in changing vehicle and other medium of transport.

Lack of support from Dealers/ Distributers:


Sometimes Local dealers are avoiding us, maybe due to time constraint or
human behaviour talked rudely, not filled the
questionnaire very easily. The questioner are specific up to dealer/distributor so
we cannot tell about the customer from this research
Survey in High Temperature environment :
As I Doing survey in the month of May/June, facing heat, sunburn,
dehydration, it is constraint on my survey
Not providing dealers address by the company
As there is no address detail of dealers provided the company, so it is
very difficult to find the dealers in ghaziabad

RESEARCH METHODOLOGY AND PROCESS


Research Methodology: The study falls under the category of descriptive research,
descriptiveresearchincludessurveyandfactfindingenquiriesofdifferentparameters
relatedtotheZebronicsmultimediaspeakers.Themethodofresearchinthisprojectis
thesurveymethod.The descriptive research includes surveys and fact-finding enquiries
of different kinds including comparative and correlation methods. The major purpose of
descriptive research is description of the state of affairs as it exists at present
In descriptive research, the researcher has no control over the variables; he can only
report what has happened or what is happening

TheMaincharacteristicsofthismethodare
ItcollectsPrimaryaswellassecondarydata
Ittendstoberigidsoithasnocontroloverthevariablesordeviation

TheresearchisusedtogaugetheresponsefortheZebronicsspeakersfromdealersinthe
Ghaziabadregion.Theresponsewascollectedthroughquestionnaire,whichcoversall
aspectsdesired
i) PhaseOne:Understandingthecompanyanditsproducts,theproductunder
study, various competitive parameters like, competitive analysis, USP
(UniqueSellingPropositions),otherattributesrelevanttotheproductseries.
ii) Phase Two: This phase would include visits to various dealers and
distributors tocollectrelevantdata.Primarydatawillbecollectedthrough
Questionnaire and interviews with dealers and distributors. This data will
furtherbeextendedthroughdialogueswithcompanyofficials.Thesecondary
datawillbecollectedthroughwebsites,andbrochures.
iii) PhaseThree:Thisphaseinvolvesanalyzingthedatacollectedintheearlier
phase.TheanalysisisconductedusingstatisticaltoolslikeExcel.
iv) PhaseFour:Inthisphaseactualreportingofthefindingsandanalysiswillbe
preparedandprovidetothecompany.
iv)
v)
vi)
vii)
viii) SAMPLING
ix) Covered all the Dealers of Ghaziabad which is equal to 61
x)
xi) VARIABLES INVOLVED
Sales
Service
Price
Brand Image
xii)
xiii) ANALYSIS METHOD
xiv) First the qualitative data has been collected and then converted into quantitative
form and then various Excel and Statistical tools are used for the analysis purpose.
xv)
xvi)
xvii)
xviii)
xix)
xx)
xxi)
xxii) DATA ANALYSIS
xxiii)
xxiv)
T xxv) Attributes Affecting Consumer buying decision

xxvi) xxvii) xxviii) xxix) xxx) xxxi) xxxii) xxxiii)


R S Q Re Pr Siz Ava Bran
i d
l I
a m
b ag
i e
l
i
t
y
xxxiv) xxxv) xxxvi) xxxvii) xxxviii)
xxxix)
xl) 1 xli) 0
1 0 0 0 2 1
xlii) xliii) xliv) xlv) xlvi) xlvii) xlviii) xlix)
2 0 0 0 10 21 4 1
l) li) lii) liii) liv) lv) lvi) 1 lvii)
3 3 4 22 22 21 2 4
lix) lx)
lviii) lxi) lxii) lxiii) lxiv) lxv)
3 2
4 37 19 15 32 19
lxvii) lxviii)
lxvi) lxix) lxx) lxxi) lxxii) lxxiii)
2 3
5 2 8 3 12 36
lxxiv) lxxv) lxxvi) lxxviii)
lxxvii) lxxix) lxxx) lxxxi)
% 4 5 13
3.3 4.9 19.7 60.0
lxxxii) lxxxiii) lxxxiv)
lxxxv) lxxxvi)lxxxvii) lxxxviii) lxxxix)
T 6 6
61 61 61 61 60
xc)

Attributes affecting consumer buying decision


60.0
19.7 44.3
57.4
4.9
3.3
13.1

Attributes Affecting Consumer buying decision

xci)
xcii)
xciii)
Brand image is the most affecting attributes to consumer buying decision followed by
quality, service and then availability.
iv)
Ta v) Importance of Features

As x) W 60% of the
total i respondent
give r most
e important
l
attributes to
e
brand image and
s
then s quality
c 57.45% ,
vi) vii) viii) ix) xi) followed by
o
R F L T U service
n
n 44.3%
xciv) e
c
xcv)
t
xcvi) i
xcvii) v
xcviii) i
xcix) t
y
c) xii) xiii) xiv) xv) xvi) xvii)
ci) 1 0 1 5 0 0
xix) xx) xxi)
xviii) xxii) xxiii)
cii) 1 1 1
2 4 0
ciii)
xxv) xxvi) xxvii)
xxiv) xxviii) xxix)
civ) 1 1 2
3 4 1
cv) xxxi) xxxii) xxxiii)
xxx) xxxiv) xxxv)
2 2 1
4 29 4
xxxvii) xli)
xxxvi) xxxviii) xxxix) xl) 2
1 5
5 2 2 4
xlii) xliii) xliv) xlv) xlvii)
xlvi)
% 2 3 3 9
39.3
xlviii) xlix) l) li) liii)
lii) 6
T 6 6 6 6
1
Importance of features
21.3
3.3
3.3
91.8
39.3

FM Radio LED Display Touch Screen Pannel


Wireless connectivity USB/SD slot

cvi)
cvii)
cviii)
91.8% of the respondent give the most important rating to USB/SD slot
cix) Followed by wireless connectivity 39.3% and then FM radio 21.3%
cx)
cxi)
cxii)
cxiii)
No.
o
f

r
e cxv) cxvi) cxvii) cxviii) cxix)
cxiv)
s 3 2 2 2 3
38
p
o
n
d
e
n
t
cxx)
Per
c
e
n
t
a cxxi) cxxii) cxxiii) cxxiv) cxxv) cxxvi)
g 62 6 4 3 3 5
e
cxxvii)
As 62.30% product detail given by salesperson followed by 63.93% product price
given by salesperson and only 40.98% product demo given by salesperson to the
dealers
So we can say that the salesperson should be given the product demo to the
dealers
cxxviii)
cxxx)
Per
cxxix) Ability
c
of sales
e
officer to
n
clear
t
technical
a
query
g
e
cxxxiii)
cxxxi) Ever cxxxii) 27.
y time 8
7
cxxxiv)
cxxxvi)
Almost cxxxv)
9.8
every
4
time
cxxxix)
cxxxvii) cxxxviii) 16.
Sometime 3
9
cxl) Alm cxlii)
cxli)
ost 8.2
never 0
cxlv)
cxliii) Nev cxliv) 37.
er 7
0
cxlvi) Tota cxlvii) cxlviii)
l
cxlix)
Ability of salesperson to clear the technical query

40.00 37.70
35.00
30.00 27.87

25.00
20.00 16.39
15.00
9.84
10.00 8.20

5.00
0.00
Every time Almost evertime Sometime Almost never Never
cl)
cli)
clii)
We saw from the graph that 37.70% salesperson never clear the technical query
of the Dealer
cliii)
cliv)
clv)
clvi)
clvii)
clviii) Correlation Table:
clix)
clx)
clxi) clxii) clxiii) clxiv)
61
clxv) clxvi) clxvii) clxviii) clxix) clxx)

clxxiv)
clxxii) clxxiii) Pri clxxv) clxxvi)
clxxi) Q Re c Siz B
e
clxxvii)
Q clxxviii) clxxix) clxxx) clxxxi) clxxxii)
1
clxxxiii) clxxxiv)
R 0.0 clxxxv) clxxxvi) clxxxvii) clxxxviii)
1
clxxxix) cxc) cxci)
P 0.1 0.3 cxcii) cxciii) cxciv)
1
cxcviii)
0.45
3
5
4
5
cxcv) cxcvi) cxcvii) 6
Si 0.3 0.2 0 cxcix) cc)
5 1
cciv)
-
0
.
4
3
7
5
2
cci) ccii) cciii) 8 ccv)
B - 0.0 3 - ccvi)
4 1
ccvii) Table for corresponding T-test value
ccxi)
ccviii) ccix) ccx) Pri ccxii) ccxiii)
Q Q Re c Siz B
e
ccxiv) ccxv)
R 0.0 ccxvi) ccxvii) ccxviii) ccxix)

ccxx) ccxxi) ccxxii)


P 0.8 2.9 ccxxiii) ccxxiv) ccxxv)

ccxxix)
3.90
8
9
1
0
ccxxvi) ccxxvii) ccxxviii) 0
Si 2.5 2.2 4 ccxxx) ccxxxi)
3
ccxxxii) ccxxxiii) ccxxxiv) ccxxxv) ccxxxvi) ccxxxvii)
B - 0.3 - -
3
.
7
3
7
4
3
5
1
3
9
ccxxxviii)

ccxxxix) Null hypothesis (H0) - There is no correlation between the price and
size

ccxl) Alternate H1 - There is correlation between price and the size

ccxli)

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

ccxliii) Alternate H1 - There is correlation between price and the


reliability

ccxliv)

ccxlv) Null hypothesis (H0) - There is no correlation between the quality


and size

ccxlvi) Alternate H1 - There is correlation between quality and size

ccxlvii)

ccxlviii)

ccxlix) ANALYSIS:-

ccl) The calculated value of t for all three hypothesis is greater than 2 so null hypothesis
rejected.

ccli) There is 45% correlation between price and the size

cclii) There is 36% correlation between price and the reliability

ccliii) There is 31% correlation between quality and size

ccliv)
cclv) Comment given by the Dealers and Distributor/ salesperson :-
Due to lack of brand awareness customer are not aware about the product
When we talked about to increase their brand awareness, there is response from the
company side
Service in the region near to service center is good but in the region which are far from
service center is not good
Credit problem between the sales and account department
Dealers are not aware about the complete range of products of company
No Direct communication between company and Dealer/Distributor
Due to high frequency of changing the distributor, dealer are confused who is the
distributor for which area
Sales person do not explain the scheme for the dilution for product to dealers offered by
company
Material used for making of product is not good
Salesperson Lack of communication between the Upper level management and the
lower level management
HealsotalkedaboutthelowbrandawarenessofthespeakersintheITperipheralsmarket
,whentheytalkedtotheiruppermanagementthereisnoresponse

cclvi)
cclvii)
cclviii)
cclix) Recommendation:-
There should be direct communication between company and Dealer/Distributor
Company should try to recognized the problem of dealers for not selling their product and
give various scheme
Thecompanyneedstoimproveuponitssoundqualityforspeakers
cclx)
cclxi) Thecompanyneedstofocusonitsdemoandaftersalesservices.
cclxii)
Thecompanyneedstoimproveonqualityaspectsinceitstandsatlowerrankforquality
productscomparedtoitscompetitors
cclxiii)
Product demo should be given to every dealer and what is the new technology used in
their speakers so that he can explain the various function to customer properly
The information about changing the distributor should be provided to dealer by the
salesperson
Product catalogue should be distributed among the dealer
Company should focus on promotional activities like advertisement in regionally famous
newspaper so ,it creates market awareness
cclxiv)
Give some scheme to dealer for product display at the shops and should hang the
hoardings /glow sign board by company side on dealer shops
cclxv) Something like below photograph
cclxvi)
cclxvii)

cclxviii)
cclxix)
cclxx)
cclxxi)
cclxxii)
cclxxiii)
cclxxiv)
cclxxv)
cclxxvi)
cclxxvii)
cclxxviii)
cclxxix)
cclxxx)
cclxxxi)
cclxxxii)
cclxxxiii)
cclxxxiv)
cclxxxv)