Dharmendra Upadhyay

CHAPTER
1
INTRODUCTION OBJECTIVES NEED FOR THE STUDY LIMITATIONS
Vishwa Vishwani Institute of Systems & Management.
INTRODUCTION
We are living in the world of marketing in this market we can find different kind of consumers and their behavior. It is very hard for a company to cater whole of the market and satisfy to all of them. Market dynamics means the factors that effect a market. From the theory of economics they would be supply, demand, price, quantity, and other specific terms. From a business standpoint, market dynamics are the factors that effect the business model which involves the applying party. For an oil firm the dynamics may be the price of a barrel of crude, total oil production, total national or international stockpiles of oil, the price of other energy commodities, and more. For a web 2.0 business, a social network for example, market dynamics analytics may be the total amount of free time spent online for both national and international users, amount of money spent online each year, growth of online advertising, and more. For a prudent business, market dynamics are included in the market analysis of their business plan. These factors effect the business so much that it would be neglectful to exclude them. Market dynamics play an important role in the marketing plan of a business, though they may also play an important role in other areas such as cost of goods sold, distribution, logistics, and more Xerox Corporation, virtually synonymous with photocopying, now touts itself as The Document Company. In addition to its flagship copiers, Xerox also makes production publishers, electronic printers, fax machines, scanners, networks, software, and supplies. The company is also a market leader in the area of document outsourcing services. Xerox markets its products in more than 130 countries. Its Xerox Limited subsidiary (formerly Rank Xerox, a joint venture with the Rank Organization Plc of the United Kingdom) distributes Xerox products in Europe, Africa, the Middle East, and parts of Asia (including Hong Kong, India, and China). Xerox Co., Limited--a joint venture with Photo Film Company Limited--develops, manufactures, and distributes document processing products
2 Vishwa Vishwani Institute of Systems & Management.
in Japan and the Pacific Rim (including Australia, New Zealand, Singapore, and Malaysia).
Objectives of Project
1. To know the buying process of printing devices of different organizations It is the most interesting work to know what the buying behavior of the organization is across Hyderabad. The finding is that even some big organizations are going for rental basis, some with AMC, some from third party purchasing. 2. To find out factor that influence consumer buying behaviorThrough questionnaire its been tried to know what are factors that influences customers when a purchase decision is taking place, whether it price, quality, speed or else brand name or something else. 3. To find the potential customers for Xerox products The project guide has given the idea & list of the companies, where the potential customers of Xerox can be found out. So, mainly research is focused on construction companies, pharmaceutical, engineering companies as they are the potential market for Xerox products. 4. To find out the need of the office equipments in the market Along with knowing the customer perception about Xerox products, the project work also focused on generating leads for Xerox equipment in market.
5. To find the customers attitude towards Xeroxs products Through this project work its been tried to know customer perception towards Xerox equipment and the problems that customers are facing with their existing Xerox devices 6. To generate the leads for the Xerox products- With knowing the buying behavior of the different organizations, the project is also focusing on generating the leads for Xerox products in market. 7. To find out the organizational structure of different organization The project work helped the researcher to describe the Xerox products and services to the customer according to their nature of business & their organizational structure.
SECONDARY OBJECTIVES 1. To find the potential market of Xeroxs products. 2. To know the competitors of Xerox. 3. To find out the attributes that affects the buying behavior of the Xerox. 4. To find out the customers opinion about the equipments of Xerox. 5. To find the satisfaction level of customers
6. To find out the brand image of Xerox.
Area coveredDaily a territory is allotted & the researcher visited all the companies in that particular area, during STP. The Geographical areas covered are Somajiguda, Panjagutta, Banjara hills, Ameerpet, Jubilee hills,& Himayatnagar, Jedi metala, Cherapalli, S.R nagar, Hi-tech city, Begum pet, Secunderabad.
NEED FOR THE STUDYToday India is the most emerging market in the world; it has indicated a new boom in the integrated complex machines for day to day life. Xerox is a trusted brand; with the logo of Xerox it had earned the trust of the people with superior quality and good warranty period. Its products, which shows the vast possibility of expansion in this category. Furthermore the most of the market share is in the possession of PSU. The study aim is to find the mindset of the customers. To find about the buying behavior of the customers and spread the awareness about the Xerox products in the market. And this study tends to give the answer that why people opt the Xerox products and their products. satisfaction levels with Xerox
SCOPE OF THE STUDY The study gives the information about the Xerox market in Hyderabad & Secunderabad. 1. This will helps to identify the customers preferences and their complaints towards the company. 2. The study will helps to the company for identifying the customers needs and wants. 3. They had completed the questionnaire quickly which may yield some inherent errors.
LIMITATIONS. 1. Lack of Time: - Seven weeks time span of such study was insufficient. 2. Lack of awareness of allotted territory:- As I am not much aware about Hyderabad city so faced problem to find out right bus no. and right location. 3. Local language problem: - sometimes local language(Telgu) problem has arises while approaching to any road side people for asking bus no. and location etc. 4. Lack of Universal application: - Since the study had been conducted only in a selected region and only in existing customers of Xerox, the applicability of the study in different region and consumer products are restricted.
5. Probability based study: - Study is being done with the aid of Convenience sampling. Hence the entire customers had not been considered for their feedback and the inference drawn on the basis of selected sampling. 6.Business of the respondents: - Walk in respondents were busy with their schedule and hesitate to cooperate with the researcher and because of their rushing to home or office, so sometime they were not interested or they had completed the questionnaire quickly which may yield some inherent errors. 7. Data collected from the questioners may not be accurate. 8. Customers response is not always true. 9. Information provided by the customers may vary from the actual. 10. Sometimes customers are unwilling to respond to the questionnaires.
CHAPTER
COMPANY PROFILE INDUSTRY PROFILE LITERATURE REVIEW
We operate our business in ways through which Economies grow, socities benefit and environment Is protected. Some call it the triple bottom line. We call it the best thing for our business success
Ursula M. Burns Chairman& CEO of Xerox Corporation
Company Profile
Company Name CEO of Company Type Traded as Industry peripherals Founded In Headquarter CT 06856 4505 Product 2010 Revenue 2010 Operating income 2010 Net income 2010 total assets 2010 Total equity No. of Employee Geographical Scope
: XEROX CORPORATION : Ursula M. Burns : Public : NYSE: XRX : Document service, digital imaging, computer
: 1906 : 45, Glover Avenue PO Box 4505, Norwalk,
: Printer, copier, scanner, faxes, projector, display : US $ 21.633 billion : US $ 2.076 billion : US $ 1.296 billion : US $ 30.600 billion : US $ 12.159 billion : 136,500 worldwide : Operates in 160 Countries
About The Company XEROX CORPORATION LTD. Xerox Corporation is US based multinational company. Xerox Corporation aims to lead the digital revolution in offices through its wide range of color products multifunctional devices & offices services. The smarter document management by XEROX is a key in improving productivity & optimizing people process & infrastructure, thereby increasing the saving of a company by 30-40%.
XEROX INDIA LTD. Xerox India Ltd. Is a part of Xerox Corporation .It was incorporated in 1983. Over the past 20 years Xerox India Ltd. has shaped the document management industry in India by using worlds best document processing products & bringing innovative value added concepts to cater the customer needs. Xerox has deployed Lean Six Sigma in its corporate culture to achieve the major goals of leadership development & Cultural Change. Initially Xerox India Ltd. was a Modi Xerox. Modi Xerox was a outcome of one man vision Dr. Bhupendra Kumar Modi during 1960s to 1970s. Modi Xerox experiences the first hand the power of Xerography & discovered the simple joy of copying reference study material at the touch of a button. With the joint venture partnership of Xerox corporations, Modi Xerox has renamed as XEROX INDIA LTD. It gives to Indian offices new level of productivity & efficiency in business management. Brief History of Xerox- Chester Carlson, a patent attorney and part-time inventor, made the first xerographic image in his makeshift laboratory in Astoria,
Queens, in New York City, on Oct. 22, 1938. He spent years trying to sell his invention without success. Business executives and entrepreneurs didn't believe there was a market for a copier when carbon paper worked just fine. And the prototype for the copier was unwieldy and messy. Some 20 companies, IBM and General Electric among them, met his invention with what Carlson called "an enthusiastic lack of interest." The Xerox India Limited story can be divided into 1. The Start-up years (1983 - 86) 2. The Take-off Phase (1986 - 89) 3. Maturing of the Partnership (1989 - 91) 4. Evolution into The Document Company (1991 - 95) 5. Gearing up for Globalization & Knowledge Growth (1995 - 99) 6. 2000 & Beyond : Leading the Digital Document Revolution Today Xerox is much more than ; fulfilling the needs of all types of customers with product ranging from analog to digital and monochrome to color. The product are consistently rated among the worlds best by independent testing organization since 1980 Xerox has won 25 national quality awards in 20
countries. Xerox is a company that is founded on and thrives on- innovation. The Xerox innovation group explores the unknown, invents next generation technologies and creates new business and shareholder value through its five worldwide research centers and associated operational. Haloid coined the word "Xerox" for the new copiers, and in 1948, the word Xerox was trademarked. Inspired by the early, modest success of its Xerox copiers, Haloid changed its name in 1958 to Haloid Xerox Inc. The company became Xerox Corporation in 1961 after wide acceptance of the Xerox 914, the first automatic office copier to use ordinary paper. September 2004 marked the 45th anniversary of the Xerox 914. More than 200,000 units were made around the world between 1959 and 1976, the year the company stopped production of the 914.
In 1963, Xerox announced its first desktop plain paper copier. Ten years later in 1973, a color copier was introduced. In 1971, Gary Stark weather a researcher tried to modify a Xerox copier which resulted in the evolution of the first laser printer in 1977. Xerox was revived in the 1980s and 1990s with better quality in design and enhanced product line. It was in the 1980s that Apple considered purchasing Xerox. However, not able to strike a deal, Apple copied the GUI idea of Xerox for its own personal computers. Xerox's case was dismissed as it had passed the three year statute limitation and was too late to file the suit. The 1990s saw a complete new look to its product line. High quality printers, scanners, etc made Xerox a market leader. In the year 2000, Xerox bought Tektronix color printing and imaging division for US$925 million. Four years later in September 2004, Xerox proudly celebrated the 45th anniversary of Xerox 914. After selling over 200,000 units across the globe from 1959 to 1976, the product was finally called off by the end of 1976. Today, Xerox 914 is a part of American History as an aircraft in Smithsonian Institution. To whom Xerox serveXerox India Limited provides document management solutions to government, education, and commercial and other public sector customers. It offers printing and publishing systems; digital multifunction devices; digital copiers; laser and ink printers; fax machines; document-management software; and supplies, such as toner, paper, and ink. The company also provides software and solutions that are used by businesses to print books, create personalized documents, and scan and route digital information. In addition, it offers document management services, such as operating in-house production centers, developing online document repositories, and analyzing how customers create and share documents
Color Printer This Color Printer from Xerox India Limited Gives and Excellent Image Quality Compared To, the others. Black & White Printer The Four New Black And White Printer Introduced By Xerox India Limited Are In Models. Color Laser Printer These Features Of This Color Laser Printer From Xerox India Limited Include, Color Is Up. Work Centre For Office Xerox India Limited Presents A Versatile Work Centre That Gives Print, Copy, Scan And It Company a good position.
.PRODUCT PORTFOLIONetworked Office Printers Multi Functional Device Phaser Phaser Phaser Phaser Phaser Phaser Phaser Phaser Phaser Phaser Phaser Phaser Phaser Phaser 3124 3150 3500 4500 4510 5500 6110 6120 6130 6180 6300 6350 6360 7400 DocuColor DocuColor DocuColor DocuColor FaxCentre FaxCentre FaxCentre FaxCentre Phaser Phaser Phaser Phaser Phaser 242 252 260 240/250 Printer/Copier Printer/Copier Printer/Copier F110 F116 2121 2218 3200MFP 6110 6115MFP 6180MFP 8560MFP
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Phaser Phaser Phaser Phaser Phaser Xerox 4110
7760 8500 8550 8560 8860
Phaser WorkCentre WorkCentre WorkCentre WorkCentre WorkCentre WorkCentre WorkCentre WorkCentre WorkCentre WorkCentre WorkCentre WorkCentre WorkCentre WorkCentre WorkCentre
8860MFP 133 232/238/245/255/265/275 4118 4150 5600 7132 7232/7242 7328 7335 7345 7665 7675 C2424 M15/M15i M20/M20i
Steps of sales SPANCO

Sales approach should be SPANCO which could be further elaborated into Suspect, Prospect, Approach, Negotiate, Close the Call and finally get the Order. The various steps are explained below: 1- Suspect- Fact Finding Mission Record all contacts 2- Prospect- Validation and Classification H/W/C. Time Table preparation, Initiating Next Steps 3- Approach-- Contacting the M.A.N. Submission of the Proposal 4- Negotiation- Demonstration. Submission of fresh proposal 5- Closing- Collecting the order 6- Order- Processing the order, Delivery, Installation and KOT. Collection
Suspect The sales cycle starts from a suspect. The suspect is a new door. To be sure that the new door has a suspect behind it, the salesman must go and see for himself. To convert the suspect into a prospect, the salesman requires information. The information can only be gained with the eyes and so the salesman must go and look. Most of the salesmans information will however come from asking questions of the people he meets when he calls on the suspect.
Prospect The suspect is identified as a M.A.N. and qualifies as a prospect. The business of a prospect will need the services and solutions offered by Xerox. We need to make the prospect recognize these needs and educate him on the same.
Approach The prospect is approached at this stage of SPANCO sales process. The approach is done through a business appointment that is convenient to the prospect. Even the prospect is open for a Demo of the product through which his need can be met. At the end of this step a proposal of business is submitted to the identified prospect which includes the primary quotation. Negotiation Negotiation is your opportunity to demonstrate your commitment (and your company's) to long-term relationships to maximize value for both parties (for those who sell to businesses, value is ultimately synonymous with profit). Negotiation in sales can be a formal event, at a specific time and on a specific date, or it can be an ongoing theme at different points of the sales process. Negotiation is beyond price. Negotiation includes the entire value proposition. As a sales Professional you're seeking mutually beneficial relationships with prospects and customers which means you're going to seek a true win/win solution. Practiced
and applied, negotiation skills can increase the level of trust and credibility you and your company have with your prospects and customers.
Closing Closing is defined as obtaining the customer commitment.
The Art of Closing: 1. Closing stage of a skillfully run and executed sales process. 2. Natural culmination of everything in sale that has preceded it. 3. Successful closing depends on a sales persons ability to effectively investigate customer needs and demonstrate the machine capability and ability to effectively seek and obtain customer commitment.
The Closing Process 1. Summarize the benefits the customer accepted during the call. 2. Formulate an action point requiring customer commitment. ExampleCustomer: This machine is perfect to our requirement. Salesperson: We have agreed that the machine we have offered offers excellent copy quality and correctly fits into your budget. Lets go and complete the paper work right now.
Order This is the final step of SPANCO sales process. In this stage the order is processed within the turnaround time assured by the company. The delivery is made during this stipulated time period and the machine is installed at the customer site for productivity. The Order stage is followed by the collection as per the agreement made during the negotiation stage
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Sales forceXerox has mainly 5 managers operating in Somajiguda. 1) Central govt. 2) State govt. 3) Smb. 4) Major accents 5) Graphic arts. All these managers operate in their own region. Xerox use following methods for promotion1 MRE activities 2 Road shows conduct 3 Advertisements 4 Invitations 5 Maintaining activities
Customer service-For high end Customer Company sell their equipments through channel. Xerox has appointed Authorized service provider (Tricom telecom) for any services. After sale also Tricom telecom is providing services to the customer directly. Distribution network- It is operating through tier -1 distributors i.e, Redington, Esys, Global. And tier-2 consists of dealers, they finally distribute to the customer.
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Xerox SWOT analysis

Strengths:
Xerox is a technology and services corporation. Xerox has a strong corporate brand, which is synonymous with its products i.e. copiers, printers, fax machines which it provides a range of document equipment, software solutions and services. In addition the company provides paper services offering its customers 100% recycled paper
They develop efficient working solutions for companies worldwide, both by providing technical support and environmental initiatives helping companies to meet their environmental targets
The company has a strong environmental focus which it has developed internally into a strategy of operations focused on environmental initiatives which has saved the company hundreds of millions of dollars.
It invests heavily in Research and Development to keep up with market requirements for ever evolving products featuring both environmental and technological benefits and features
The organization has a reputation for innovation and high quality management The company has developed an internal policy of recycling copiers and other equipment i.e. toners, paper etc, which it also offers the benefits of these environmental solutions to its customers
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Weaknesses:
The company operates in an ever changing, fast paced market dynamic which puts an increasing pressure on product development focusing on innovative feature design
As a Group they only invest 1 2 % of Research and Development budget on environmental developments on their product line, choosing to focus more on the main driver of the market which is feature advancement Opportunities:
Competitive edge could be gained in the marketplace through more focus on research and development centered on the environmental features of products, meeting higher environmental product grade
Xerox as a Group already offer support for companies to meet their environmental commitments. These could be added more as a benefits package for companies to manage their environmental stratagem. Threats:
Growing pressure on companies to become carbon neutral and have efficient and tangible environmental strategies in operation impact on every level of the supply and demand chain in every business. This in turn may lead to Xerox having to invest more in the research and development of environmentally focused products and components which may determine and provide them with greater competitive edge in attracting tomorrows customer.
Due to the economic conditions being experienced in all business sectors at the present and indeed the foreseeable future, companies and corporations are seeking to reassess, realign and streamline their operations, seeking to reduce the operating costs of their practices thus as a consequence reducing budgets across the board, this in turn may impact on the purchase of office solutions,
office equipment and technical support. This combined with environmental commitments companies may choose to reuse and recycle as opposed to renewing current products
Financial constraints due to a downturn in sales and new business may put pressure on and restrict budgets for innovation, design and development of new product features and environmental research and development which are issues and features that are becoming more important to todays corporate and retail consumer as the emphasis on all products going to market are on both its technical features and its capacity to be recycled and reused.
20
INDUSTRY OVERVIEW
Key players
Canon
Incorporated in 1997, Canon India Pvt. Ltd. is a 100% subsidiary of Canon Singapore Pvt. Ltd. a world leader in imaging technologies. Canon today has offices spread across 7 cities in India with an employee strength of over 700 people and markets 140 comprehensive ranges of contemporary digital imaging products in the sophisticated and These include
country.
photocopiers, multi-functional peripherals, fax-machines, inkjet and laser printers, scanners, All-in-ones, digital cameras, digital camcorders and multimedia projectors, cable id printers, semiconductors and card printers. Hewlett Packard India Sales Pvt. Ltd. (HP)
Established in 1988, India is one of the largest and most diverse sites for HP outside of thus. The company 25,000+ employees are spread over 45 locations. The businesses represented in HP India include: Technology Solutions Group (TSG) - In addition to Enterprise Systems, Storage and Software, TSG includes Managed Services, Consulting & Integration and Technology Services. The products and services from this organization serve Enterprise, Public Sector and SMB Customers. Imaging and Printing Group (IPG) - is the leading provider of printing and imaging solutions for both business and consumers - printer hardware, all-in-ones, digital imaging devices such as cameras and scanners.
Personal Systems Group (PSG) - focuses on providing simple, reliable and affordable personal computing solutions and devices for home and business use, including desktop and notebook PCs, workstations, smart handhelds, personal storage and access devices. Global Delivery India Centre (GDIC): The Global Delivery Application Services Center (GDAS) India is a service under GDIC. GDAS India is the flagship centre for HPs strategy for global delivery of application services.
Other competitors are1. 2. 3. 4. 5. 6.
Ricoh Panasonic Brothers Samsung Sharp Toshiba
THE CUSTOMERS-
Xerox mainly deal with construction industries, Pharmaceutical Companies, Laboratories, IT consultancies, Software developers, BPOs, Engineering companies. The construction companies mainly use A0 size photocopier for their using purposes, Pharmaceutical goes for A3 size, engineering companies also use A3 & laboratories goes for A3 & A4 both according to their nature of the business.
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LITERATURE REVIEW
Doing my Internship program it was really an opportunity for me, when I had a chance to convert my theoretical knowledge into practical and of real world type. Fortunately, the company I got is a true follower of the various principles of management and also one of the leading companies in its segment of the industry. The working environment that I was being provided was extraordinary and helped me a lot in delivering my work properly and with full potency of mine. Xerox India Limited is one of the renowned names in the Office documentation solution industry. The graph of sales of these respective product lines is the best in the industry as compared to their competitors. I did my summer training project at Xerox India Limited Somajiguda Hyderabad (A.P), where I found all the professionals are very much committed to their work as well as they were all professionals enough. This helped me a lot in getting a good deal of exposure. As I had to consult the Channel partners, I felt myself, in the beginning, in a bit problem. But the Cooperation of my superiors at the work induced confidence in me to deal with my problems whenever they came.
CONSUMER BUYING BEHAVIOR Consumer Buying Behavior refers to the buying behavior of the ultimate consumer. A firm needs to analyze buying behavior for:
Buyers reactions to a firms marketing strategy has a great impact on the firms success.
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The marketing concept stresses that a firm should create a Marketing Mix (MM) that satisfies (gives utility to) customers, therefore need to analyze the what, where, when and how consumers buy.
Marketers can better predict how consumers will respond to marketing strategies.
STAGES OF CONSUMER BUYING PROCESS
There are 5 stages of consumer buying process: PROBLEM RECOGNITION : Perceiving a Need
1.
Perceiving a difference between a person's ideal and actual situations big enough to trigger a decision.
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2.
Can be as simple as noticing an empty milk carton or it can be activated by marketing efforts
INFORMATION SEARCH : Seeking Value The information search stage clarifies the options open to the consumer and may involve
1.
Scanning ones memory to recall previous experiences with products or
INTERNAL SEARCH
2.
brands. Often sufficient for frequently
purchased products.
3.
When past experience or knowledge is insufficient
4.
The risk of making a wrong purchase decision is high
5.
The cost of gathering information is low.
two
steps
of
information search EXTERNAL SEARCH The primary sources of external information are: 1. Personal sources, such as friends and family. 2. Public sources, including various
product-rating organizations such as Consumer Reports. 3. Marketer-dominated sources, such as advertising, company websites, and salespeople
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ALTERNATIVE EVALUATION: Assessing Value The information search clarifies the problem for the consumer by
1. 2. 3.
Suggesting criteria to use for the purchase. Yielding brand names that might meet the criteria Developing consumer value perception. A consumer's evaluative criteria represent both
o
the objective attributes of a brand (such as locate speed on a portable CD player)
the subjective factors (such as prestige).
These criteria establish a consumer's evoked set

o
the group of brands that a consumer would consider acceptable from among all the brands in the product class of which he or she is aware
PURCHASE DECISION : Buying Value
which depends on such considerations

1. 2. 3.
FROM WHOM TO BUY Three possibilities WHEN BUY TO
Terms of sale Past experience buying from the seller Return policy.
which can be influenced by

1. 2. 3. 4.
store atmosphere time pressure a sale pleasantness of the shopping
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experience. DO NOT BUY
POSTPURCHASE BEHAVIOR: Value in Consumption or Use 1. After buying a product, the consumer compares it with expectations and is either satisfied or dissatisfied. 2. Satisfaction or dissatisfaction affects a. consumer value perceptions b. consumer communications c. Repeat-purchase behavior. 3. Many firms work to produce positive post purchase communications among consumers and contribute to relationship building between sellers and buyers. 4. Cognitive Dissonance. The feelings of post purchase psychological tension or anxiety a consumer often experiences 5. Firms often use ads or follow-up calls from salespeople in this post purchase stage to try to convince buyers that they made the right decision. 3 general problem-solving variations exist in the consumer purchase decision process:
1. 2.
Virtually a habit Involves little effort seeking external information and evaluating alternatives.
Routine Problem Solving

3.
Typically used for low-priced, frequently purchased products.
Limited Problem
1.
Involves the use of moderate information-seeking
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Solving
efforts. Often used when the buyer has little time or effort to spend.
1.
Each stage of the consumer purchase decision process is used
2. 3.
Considerable time and effort on
Extended Problem Solving
4. o o o 5.
external information search and in identifying evaluating alternatives.
Used in high-involvement purchase situations. Low and high consumer involvement has important implications for marketing strategy, which differs for products that are market leaders from their
1.
Involvement and Marketing Strategy
challengers.
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SITUATIONAL INFLUENCES
PSYCHOLOGICAL INFLUENCES ON CONSUMER BEHAVIOR Concepts such as motivation and personality; perception; learning; values, beliefs and attitudes; and lifestyle are useful for interpreting buying processes and directing marketing efforts.
1. MOTIVATION
1. 2. 3.
is the energizing force that causes behavior that satisfies a need. Needs are hierarchical Once basic physiological needs are met, people seek to satisfy learned needs.
29
From lowest to highest the hierarchy is:
30
2. PERSONALITY 1. A person's consistent behavior or responses to recurring situations. 2. Research suggests that key traits affect brand and product-type preferences. 3. Cross-cultural analysis also suggests that residents of different countries have a national character, or a distinct set of personality characteristics common among people of a country or society. 4. Personality characteristics are often revealed in a persons selfconcept, which is the way people see themselves and the way they believe others see them.
3. PERCEPTION: 1. The process by which an individual uses information to create a meaningful picture of the world by a. selecting, b. organizing c. interpreting 2. Perception is important because people selectively perceive what they want and it affects how people see risks in a purchase. SELECTIVE PERCEPTION:
1. Filtering Selective perception a. exposure, b. comprehension, and c. retention 2. in the human brains attempt to organize and interpret
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information.
1.
Consumers can pay attention to messages that are consistent with their own attitudes and beliefs
Selective exposure
2.
Consumers can ignore messages that are inconsistent. Involves interpreting (distorting?) information so that it is consistent with a person's attitudes and beliefs.
Selective comprehension Selective retention
1.
1.
Consumers do not remember all the information they see, read, or hear.
1.
Consumers see or hear messages without being aware of them.
Subliminal Perception
2.
This is a hotly debated issue with more popular appeal than scientific support.
3.
Research suggests that such messages have limited effects.
PERCEIVED RISK:
1.
Anxieties felt:
o o
Consumes cannot anticipate the outcomes of a purchase Believe that there may be negative consequences.
2.
Marketers try to reduce a consumer's perceived risk and encourage purchases by strategies such as providing
3. 4. 5.
Free trial of a product Securing endorsements from influential people Providing warranties and guarantees.
4. LEARNING :
1.
Those behaviors that result from

o o
Repeated experience Thinking.
2.
The process of developing automatic responses to a situation built up through repeated exposure to it.
Behavioral Learning
3.
The process of developing automatic responses to a situation built up through repeated exposure to it.
4.
Marketers use two concepts from behavioral learning theory:

6.
Occurs when a response elicited by one stimulus (cue) is generalized to another.
5.
Stimulus generalization
7.
Using the same brand name for different products is an application of this concept
9. 8.
Refers to
person's ability to
perceive
Stimulus discrimination
10.
differences in stimuli. The advertising for Bud Light beer is an example of this concept.
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ATTITUDE FORMATION
A learned predisposition to respond to an object or class of objects in a consistently favorable or unfavorable way.
Attitude
Shaped by our values and beliefs which are learned. Personally or socially preferable modes of conduct or states of existence that are enduring.
Values
Consumers subjective perception of how well a product or brand performs on different attributes.
Beliefs
ATTITUDE CHANGE
Approaches to try to
Changing beliefs about the extent to which a brand has certain attributes.
change consumer attitudes
Changing the perceived importance of attributes. Adding new attributes to the product.
LIFESTYLE
Lifestyle is a mode of living that is identified by activities How a person spends time and resources interests What a person considers important in the environment
opinions what a person thinks of self and the world
Psychographics
1. 2.
The analysis of consumer lifestyle Helps to segment and target consumers for new and existing products.
Values and Lifestyles (VALS) Program

1. 2. 3.
Developed by SRI International Identified eight interconnected categories of adult lifestyles Based on a persons self-orientation and resources.
Self-orientation Resources Three patterns of attitudes and activities that help people reinforce their social self-image.
1.
The three patterns are oriented toward

o o o
principles, status, action.
2. 3. 4. 5. 6. 7. 8.
income education self-confidence health eagerness to buy intelligence .energy level
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CHAPTER
RESESRCH METHODOLOGY THEORETICAL CONCEPY
36
Descriptive research:The research study is conducted through descriptive research. Descriptive research design is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way or to identify the cause of something that is happening. For instance, this research could be used in order to find out what companies are buying a particular Brand of the product, where a companys market share differs between geographical region or to discover how many competitors a company has in their conducting the research must comply with strict research requirement in order to obtain the most accurate figures / results possible. Research design -A research design is the determination and statement of the general research approach or strategy adopted for the particular project. Sample size-The number of sample is 115 from Hyderabad & Secunderabad city, which fulfills the requirement. Each respondent is treated as a case of detailed analysis Sampling design Convenience sampling is used for this study. Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. This non probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample
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CHAPTER
DATA COLLECTION ANALYSIS & INTERPRETATION
38
For the accumulation of data the sources were primary and secondary data. Primary Data: These data are raw material. They are the measurement observed and recorded as a part of original study. They are original in character. The investigator or researcher directly collects this data. The basic form of obtaining this data is by observing and questioning. The Primary data was a detailed interview schedule with the help of a detailed questionnaire. The samples were drawn purposively from various areas for the relevance of the study. Secondary Data: They are not originally drawn by the researcher as fresh data. These are collected by some other person for this purpose and published. These types of data can be collected through various sources. For this study no secondary data used. Tools and techniques of analysis -Percentage analysis and General statistical tools were used in the study Location and Duration of the study The study was conducted among the customers of Hyderabad & Secunderabad. The duration of the project study was 45 days.
39
DATA ANALYSIS
Market share of key players: in printer market in Hyderabad. Brand name HP Canon Xerox Other No. of printers 97 42 02 05 % share 67% 29% 01% 07%
Market share in printer market

1% 3%
29% HP Canon 67% Xerox Other
[Figure No1.10]
INTERPRETATION From the above pie chart HP is market leader in printer market with 67% share and Canon is in the second position with 29% market share. The market share of Xerox is only 1%.
Market share of key players: in separate scanner market in Hyderabad.
Brand name HP Canon Xerox Others
No. of scanners 20 15 0 0
% share 57% 43% 0% 0%
Xerox Others 0% 0%
Canon 43% HP 57%
[Figure No1.11]
INTERPRETATION From the above pie chart it interpreted that HP is market leader with maximum market share of 57% and Canon having 43% market share.
41
Market share of key players in separate MFP market in Hyderabad
Brand name HP Canon Xerox Sharp Samsung
No. of MFP 24 19 03 04 09
% share 41% 32% 05% 07% 15%
No. of MFP
HP Canon Xerox Sharp Samsung
7% 5%
15% 41%
32%
[Figure No.1.12]
INTERPRETATION From the above pie chart, HP is the market leader of MFP segment with 41% market share and Canon is having 32% market share, Samsung is15% share, Xerox is having 5% market share and sharp is having 7% market share.
-Market share of key players in separate fax market
Brand name HP Canon Xerox Others
No. of faxes 06 02 01 04
% share 46% 15% 08% 31%
Market share in faxes

31% 46% HP Canon 8% 15% Xerox Others
[Figure No1.13]
INTERPRETATION -
From above pie chart HP is in No.1 position with 46%
market share, Canon on second position with 15 %, and Xerox on third position with 8% market share catering to market. But other brands like Sharp, Brother, Toshiba etc appearing in market with 31% market share.
43
Market share of key players in separate photocopier market
Brand name HP Canon Xerox
No. of copiers 0 09 04
% share 0% 69% 31%
Chart Title
0% 31% HP 69% Canon Xerox
[Figure No.1.14]
INTERPRETATION From above pie chart [Figure No.1.14] it is interpreted that, Canon is the market leader with 69% market share and Xerox on the second position with 31 % market, there is no other market player appearing in this segment.
44
Q2. Average print volume in monthAverage volume <5000 5000-10,000 10,000-15,000 >15,000 94 16 5 0 Total= 115 82% 14% 04% 0% print No. of customers % share
No. of customers
<5000 5000-10,000 4% 0% 14% 10,000-15,000 >15,000
82%
[Figure 1.15]
INTERPRETATION- From above pie chart 82% customers are having less than 5,000 print volumes in a month and 16 % customers are having print volume between 5,000-10,000 per month and only 4% customers are having print volume in between 10,000-15,000.
45
Q.3- Influencing factor when making a purchase decision-
Factor Price Quality Speed Brand name
No. of customers 11 82 05 17
% 10% 71% 04% 15%
No. of customers
4% 15% 10%
Price
Quality Speed
71%
Brand name
[Figure- 1.16]
INTREPRETATION- From the above pie chart 71% of customers consider quality of device, 10% consider price, 15% consider brand name and only 4% customers consider speed of devices.
46
Q.4 (A)- Overall satisfaction level on following factors on existing printing devices. (1)Ease of use. (2) Service response time. (3) After sales service. (4) Quality of repairing. (5) Frequency of break down in a month. (6) Quality of printing. (7) Running cost. Satisfaction level Satisfied Very satisfied Neither S. nor D.S Dissatisfied Very dissatisfied No. of customer 95 18 01 01 01 % 82% 15% 01% 01% 01%
1%
No. of customers
1%1% Satisfied Very satisfied Neither S. nor D.S 82% Dissatisfied Very dissatisfied
15%
[Graph No. 1.17]
INTERPRITATION- As pie chart is indicating that 82% of customers are satisfied with their existing devices, 15% customers are very satisfied and only 1% customers are dissatisfied with their existing printing devices.
Q.4(C)- Service response time on existing devices-
Satisfaction level Satisfied Very satisfied Neither S. nor D.S Dissatisfied Very dissatisfied
No. of customer 76 10 17 12 0
% 66% 09% 15% 10% 0%
No. of customer
0% 10% 15% 9% 66%
Satisfied Very satisfied Neither S. nor D.S Dissatisfied Very dissatisfied
[Graph No. 1.18]
INTREPRITATION- From the above pie chart [Graph No. 1.18] for the service response time - 66% of customers are satisfied, 9% of customers are very satisfied, 15 % are neither satisfied nor dissatisfied and 10 of the customer are dissatisfied..
Q.4 (D)- Satisfaction level on after sales service.
% 08% 73% 11% 08% 0%
No. of customer
0% 11% 8% 8%
Satisfied Very satisfied Neither S. nor D.S

73%
Dissatisfied Very dissatisfied
[Figure No.1.18]
INTERPRETATION As per above pie chart
8% of customers are satisfied,
73% of customers are very satisfied with after sales service with their existing brands devices, and only customers 8% are dissatisfied. The common inference is that maximum no. of customers are very satisfied with after the sales service.
49
Q.4 (E)- Satisfaction level on frequency of break down in a month.

Satisfaction level Satisfied Very satisfied Neither S. nor D.S Dissatisfied Very dissatisfied No. of customer 99 06 09 0 01 % 86% 05% 08% 0% 01%
No. of customer
0% 1% 5% 8%

86%
[Figure No.1.19]
INTERPRETATION As per above pie chart 86% of customers are satisfied with frequency of breakdown, 6% very satisfied, 8% of customers are neither satisfied nor dissatisfied.
50
Q.4 (E)- Satisfaction faction level for quality of printing with existing devices.
% 77% 18% 01% 03% 01%
No. of customer
3% 1% 18% 1%

77%
[Figure No. 1.20]
INTERPRETATION As per above pie chart 77% of the customers are satisfied with print quality and 3% of customers are dissatisfied with their existing devices.
51
Q.4 (F)- Satisfaction level for running cost.
% 83% 06% 07% 04% 0%
No. of customer
4% 0% 6% 7% Satisfied Very satisfied Neither S. nor D.S 83% Dissatisfied Very dissatisfied
[Figure No. 1.21]
INTERPRETATION From the above pie chat 83% customers are satisfied, 6% are very satisfied, 7% neither satisfied nor dissatisfied and 4% of customers are dissatisfied with running cost of their existing devices.
Q.5- Does your organization have any expansion plan?
Option Yes No
No. of customers 37 78
% 32% 68%
No. of customers
32%
Yes 68% No
[Figure no.1.22]
INTERPRETATION From the above pie chart [Figure no.1.22] 32% organizations are having expansion plan and 68% of the organizations are not having any expansion plan.
53
Q.6. Do you have plan to purchase any new devices?
Option Yes No
% 37% 63%
No. of customers
37% Yes 63% No
[Figure No. 1.23]
INTERPRETATION As per pie chart 37% organizations are indented to purchase new devices and remaining 63% organization doesnt have any purchase plan.
Q.7. If, Yes then which device you are willing to purchase?
Devices Photocopy machine Printer Scanner MFP(all in one)
No. of plan to purchase 0 15 05 23
No. of plan to purchase

0% 35% 53% 12%
Photocopy machine Printer Scanner MFP(all in one)
[Figure No.1.24]
INTERPRETATION As per pie chart 53% of the customer are willing to purchase MFP and 35 % want only printer , 12% are willing to purchase scanner and there is no demand for photocopier. The common inference is that now a days customers are focusing on MFP devices.
55
Q.9. When you are intend to purchase?
Intend to purchase <30 days <60 days <90 days After 90 days
No of customer 01 02 02 35
% 02% 05% 05% 88%
No of customer
2% 5% 5%
<30 days <60 days <90 days 88% After 90 days
[Figure No. 1.25]
INTERPRETATION As per pie chart 88% percent of the customers are intent to purchase after three months, 2% in less than 30 days, 5% less than 60 days and again 5% customers are willing to purchase devices less than three months.
Q.10. Awareness of latest product and services o offered by Xerox India limited.
Options Yes No
No. awareness 34 81
% 30% 79%
No. awareness
30%
Yes 70% No
[Figure No. 1.26]
INTERPRETATION - As per above pie chart 70% of the customers are not aware about latest products and services offered by Xerox India Limited, only 30% of the customers are aware.
57
Q.10. No. of customers willing to meet Xerox representatives to discussing and implementing a cost effective document solution.
Option Yes No
% 44% 56%
No. of customers
44% 56% Yes No
[Figure No. 1.27]
INTERPRETATION As above pie chart is indicating that 44% customers are willing to meet Xerox representatives to implement and discuss the effective document solution within organization .And 56% are not willing to meet.
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CHAPTER
FINDINGS RECOMMENDATIONS CONCLUSIONS
59
FINDINGS
1 -: Most of the customers are not aware about the products and services offered
by Xerox India Limited. Even most of the people dont know that Xerox is the brand name, Xerox is the company, they think that Xerox means only photocopy. I met a customer he said just before some days I purchase a Xerox machine of Canon brand, that means name is Xerox but instead of it Canon machine is being sell. 2-: After survey the customers are giving priority to quality, price is not a consideration, even though they are hesitating to purchase Xerox products, is the reason behind Xerox products usage or word of mouth for Xerox is not good. Compare to HP and Canon products, Xerox products are not displayed widely in market. 3-: HP is the market leader in each of its offered printing product in market whether it printer, scanner, fax or else MFP device, excepted photocopier. 4-: Canon is market leader in photocopier segment. 5-: Customers are willing to purchase quality product. Price is not a
consideration. 6-: Now days customers are not giving that much importance to brand name. 7-: Xerox has appeared in the market like an English vocal. 8-: Existing customers of XEROX are not satisfied with service quality. 9-: customers are happy with their existing brand devices.
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RECOMMEANDTIONS-
Market awareness- Xerox needs advertisement and promotional strategy to create awareness of its product and services. Concentrate on pricing strategy Xerox need to focus on pricing strategy because of competitors pricing strategy. Retaining to existing customers - Xerox must retain its existing customers by giving best service quality.
After sale service- Xerox after sale service is very poor, if they improve on this ground, then it will recover its market share again. the customers are switching over to other companies due to this reason only. Measuring customer satisfaction- Xerox is lagging behind in the market because of this reason. If they focus on measuring customer satisfaction, then they can again achieve its position. Complaint department- Xerox should introduce a complaint department. As it is having only servicing centers they are not responding properly as said by the customers. So they should make a point on this. New offers time to time- Xerox being a brand, never allow any discounts or offers. To make customers, or sell the products, they must introduce some offers or discount plans to increase sales graph. Attracting to new customers- Company can give attractive gifts to attract new customers.
61
Learnings
During my 42 days STP I have learnt the following things How to prepare formal questionnaire for market research. It gives me a great opportunity to develop my management skill, knowledge and my positive attitude. I learnt how to talk, how to walk and how to behave in the organization. How to approach and convince to right person within a short period of time for responding.
How to convince different people to collect information .
Strategy Adopted By Me During The Course of Training : 1. Preparing a questionnaireIt was the first step taken by me. After forming the questionnaire, i started collecting the data in Hyderabad. 2. Finding out right person in the organizational After forming the questionnaire, I had started to visit in allotted territory to meet the IT manager or else Admin manager regarding collecting the certain data.
3. Gathering information about existing machine in organizationBy doing this we are getting information about the competitors of Xerox, here I used to asked details about the existing machines, how long they have purchased that, what about their satisfactory level & other related questions.
4. If I found there is a requirement so I suggested them to replace that machine or exchange it with new oneIf I was getting opportunity related to new purchase there, I suggested Xerox. 5. I focused on MFDs & Laser Printer of Xerox India LtdSome companies are still there who are not having MFDs, there I mainly focusing on them to purchase MFDs
63
Conclusion
According to my survey I conclude following things H.P. is the market leader in Printer, fax, and M.F Ps market in Hyderabad. Canon is the market leader in photocopier segment. This research helps me to improve my hidden potential to succeed in my carrier. It helps me to use my theoretical knowledge in practical. On a personal side it gives me a chance to understand different people mindset and different kinds of consumer behavior. From this project I learn how to prepare Questionnaires and how to search loyal customers for our company. I learnt how to convince customers for purchase of Xerox products.
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CHAPTER
QUESTIONNAIRE VISITED COMPANIES LIST BIBLIOGRAPHY
65
sQUESTIONNAIRE ON MARKET DYNAMICS AND CUSTOMERS SATISFACTION

Respondent Name Company Address Telephone No e-mail of the Organization
1. Are you using any of the following devices? Sl. No. 1 2 3 4 5 Name of Devices Photocopier Printer Scanner Fax Machine MFD Name of Brand Model No. Year of Purchase
2. What is your AMPV (average monthly printing/copy volume)?
Average print volume

< 5000 Black & white Color Average photocopy volume < 5000 Black & white Color 3. Please rate the following factors in the order of preference while making a decision? Priority of the following [rank them from 1-4] A. B. C. D. Price Quality Speed Brand Name 5000-10000 10000-15000 >15000 5000-10000 10000-15000 >15000
66
4. Mark the following according to your satisfaction level on your current devices. SL. NO. FACTORS Very satisfied 1 2 3 4 5 6 7 8 Overall satisfaction Ease of use Response time After Sales Service Quality of repairing Frequency of break down Quality of printing Running cost Satisfied Neither S. nor D.S Dissatisfied Very Dissatisfied
5. Does your organization have any expansion plans? a. q 6. Do you have any plan to purchase any new devices? a. Yes b. No Yes b. No
7. If yes, then which devices? a. photocopy machine b .printer 8. When do you intend to purchase? a. <30 days b. <60 days c. <90 days d. after 90 days c. scanner d. MFP
9. Do you prefer to have demo before purchase of devices? a. Yes b. No
10. Are you aware of products & services offered by Xerox India ltd? a. Yes b. b. No
11. If No, would you like to meet the Xerox Representatives.s Customer Remarks.................................................................................................... 12. Organization Structure POSITION NAME MD Head of Finance Head of purchase Head of Admin Head of MIS
Remarks (Signature of Respondent) (Signature of Interviewer)
67
During STP the fallowing companies has been visited for collecting data.
1. 2. 3. 4. 5.
ITC S.A road secunderabad Bharathi Cement ,Banajara hills Hyderabad Bheema cement Wikisoft technology LTD Green India ltd.
040-452345454
040-64564440 040-6464400
6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26.
Dreams media solution,Ameerpet Tradewell commodities PVT.LTD Vikram Hospital Cyberabad High Radios Oriental bank of commerce Madhpur Soma software solution Aquamall water solution Anjani supply chain solutions, Kukatpalli Narayana college, Kukatpalli Radio city 91.9 FM, Bajara Hills MYK Laticrete, Banjara Hills Shri Aparajita Developers LTD, Banjara Hills Bharathi Cement Sameer Pramoters& Resort R.L.P Securities Life Style, Banajara Hills Wiki Instruments LTD Muthhoot Finance, Bajara Hills M/S. Traxun towers India LTD Metlife, S.R nagar
9885790434 040-23541256 040-2311123 9000830389 040-23100400 040-31902789 040-23073108 040-6450383 040-23428935 040-66991100 9393432440 040-23386369 07702301968 040-66100731 040-27125983 040-65402353 040-65219954
040-64521056 040-66291700
27. 68 Vishwa Vishwani Institute ofResearch Management. Urban Development Systems & Institute
040-40119927
28. 29. 30. 31. 32. 33. 34. 35. 36. 37. 38. 40. 41. 42. 43. 44.
Lumini Construction Kirloskar Electronic company LTD Pitti Lamination, Somajiguda VISU International LTD, Somajiguda Halcyon Technology Bheema Cement LTD, Somajiguda M.Bhask Rao&Company, Somajiguda Survanshi Spining LTD JSW steel Limited,S.P.Road Paitany JNTU University, Kukatpalli Allana LTD,Paitany TATA Steel, Patany Ramky Reclamation&Recyling LTD. Patany Sufair Express cargo& Logistic,Begumpet Ashok Layland ,S.D road Secunderabad IFFCO TOKIO, S.D.Road secunderabad
040-23310497 040-23310497 040-2331768 040-23399241 040-30784550 040-23423270 040-23311245 040-30512700 040-27846679 04027846679 040-2781154
040-27848861882 040-64528752 040-40662000 040-277189
45. 46. 47.
Uniglobe Travels Ltd,S.D road Secunderabad 040-2780681 NCC Infra, Banjara Hills Hyderabad INDOTEQ office automation system, Begumpet 040-23328446 040-27767666
48. 49. 50. 51. 52. 53. 54. 55.

69
Capital fortune private limited, Banjara Hills Techno Brain, Banjara Hills Sika Distribution
SIDDI VINAYAK PVT LTD, AMEERPET, HYD
040-23302212/6/7/8 040-30990202 07396506961 040-66446991 040-66758595 040-6662646 040-66841414 040-665564442
CMC limited I Logic technologies Sri sai karthikaya Pvt Limited Bhashyam Developer
56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. 70. 71. 72. 73. 78. 79. 80.
Welly technologies Dream India solutions Data warehousing technologies I CON inc Acer engineering Pvt.Limite, Jubli hills Hyd. Vinsy technology, Madhpur Hyd. Bridge consulting, Madhpur Hyd. New era consulting, Madhpur Hyd. Genex technologies Pvt Ltd. Madhpur Hyd. BDO consulting, Madhpur Hyd. Uniscript solution, Kukat palli Hyd. Shrike group of companies Cauvery iron & steel Ltd. S.P. road Hyd. Surya laxmo cotton mills Ltd. Secunderabad. Reliance communication Ltd. Vijay iron Ltd.Prasanti nagar Hyderabad Squide design system Ltd. S.R, nagar Hyd. NIIT S,R nagar Hyderabad Bajaj Allianz insurance.A.S rao nagar Hyd. Osis instruments company Sahara travels Lakadi ka pool Hyd.
040-400358559 040-66686818 040-6646988 040-40201063 040-2355030 040-6534475 040-6456434 040-439679 040-56778 040-42007771 040-2007771 040-2784666 040-2784173 040-2782985 040-3033106 040-2307535 040-4011976 040-27136492 040-64520082 040-4002529 040-2329848
70
BIBILIOGRAPHY
1. Dr Kothari C R (2008) Research Methodology: Methods and Techniques Wishwa Prakashan Publishers ,Delhi 2. Philip Kotler and Kevin Lane Keller (2005), Marketing Management Twelfth Edition, Prentice Hall, Delhi.s 3. Martin Tina; Sam Manaberi, Vol 2 [2005] distribution channel, Indian Journals 4. Jim Blythe (1999) The Essence of distribution channel , Prentice Hall PTR 5. The ICFAI Journals of Service Marketing (March 2008) Vol. 6,No.1, pp. 40 50, India. 6. Bolton, R.N, Kannan, P.K.Bramlett, M.D (2002), Implications of loyalty program membership and service experiences for customer retention and value, Journals of the Academy of Marketing Science. 7. Singh J,(2002), Customer Satisfaction and Loyalty judgment, Journals of Academy od Marketing Management, pp.18-35 8. Payne Adrian (1998) Marketing Plans For Service Business 9. Sharma N, Sharp A,(1999), the impact of communication effectiveness and service quality on relationship commitment in consumer, professional services, The Journal of Marketing Management. 10. www.TRAI.com 11. www.wikipedia.com/xeroxindiapvt.ltd.
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CHAPTER

Vishwa Vishwani Institute of Systems & Management.

Vishwa Vishwani Institute of Systems & Management.

Vishwa Vishwani Institute of Systems & Management.

Vishwa Vishwani Institute of Systems & Management.

Vishwa Vishwani Institute of Systems & Management.

COMPANY PROFILE INDUSTRY PROFILE LITERATURE REVIEW

Vishwa Vishwani Institute of Systems & Management.

Ursula M. Burns Chairman& CEO of Xerox Corporation

Vishwa Vishwani Institute of Systems & Management.

: 1906 : 45, Glover Avenue PO Box 4505, Norwalk,

Vishwa Vishwani Institute of Systems & Management.

Vishwa Vishwani Institute of Systems & Management.

Phaser Phaser Phaser Phaser Phaser Xerox 4110

7760 8500 8550 8560 8860

Steps of sales SPANCO

Closing Closing is defined as obtaining the customer commitment.

Vishwa Vishwani Institute of Systems & Management.

Vishwa Vishwani Institute of Systems & Management.

Xerox SWOT analysis

Vishwa Vishwani Institute of Systems & Management.

Vishwa Vishwani Institute of Systems & Management.

Other competitors are1. 2. 3. 4. 5. 6.

Ricoh Panasonic Brothers Samsung Sharp Toshiba

Vishwa Vishwani Institute of Systems & Management.

Vishwa Vishwani Institute of Systems & Management.

STAGES OF CONSUMER BUYING PROCESS

Vishwa Vishwani Institute of Systems & Management.

Scanning ones memory to recall previous experiences with products or

brands. Often sufficient for frequently

When past experience or knowledge is insufficient

The risk of making a wrong purchase decision is high

The cost of gathering information is low.

Vishwa Vishwani Institute of Systems & Management.

the objective attributes of a brand (such as locate speed on a portable CD player)

the subjective factors (such as prestige).

These criteria establish a consumer's evoked set

PURCHASE DECISION : Buying Value

which depends on such considerations

FROM WHOM TO BUY Three possibilities WHEN BUY TO

which can be influenced by

store atmosphere time pressure a sale pleasantness of the shopping

Vishwa Vishwani Institute of Systems & Management.

experience. DO NOT BUY

Routine Problem Solving

Typically used for low-priced, frequently purchased products.

Involves the use of moderate information-seeking

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Each stage of the consumer purchase decision process is used

Considerable time and effort on

Extended Problem Solving

external information search and in identifying evaluating alternatives.

Involvement and Marketing Strategy

Vishwa Vishwani Institute of Systems & Management.

Vishwa Vishwani Institute of Systems & Management.

From lowest to highest the hierarchy is:

Vishwa Vishwani Institute of Systems & Management.

Vishwa Vishwani Institute of Systems & Management.

Selective comprehension Selective retention

Consumers see or hear messages without being aware of them.

Research suggests that such messages have limited effects.

Those behaviors that result from

Repeated experience Thinking.