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A project on
Customer Percieveness
CHAPTER 1
systems, Keltron today is fully geared to offer high quality integrated manufacturing
solutions.
A strong infrastructure, enterprising team of people, innovative operational
methods, accent on quality and customer orientation are the core competencies of the
organization which has made things happen all these years. Keltron expertise in high
quality manufacturing is the direct result of the skilled, multi disciplinary team of
graduate engineers, project managers and a skilled workforce with a proven track record
in complex precision manufacturing. Currently Keltron employs a work force of 2000 of
which 400 are engineers who possess extensive hands on experience in technology
integration and adoption, high tech manufacturing operations and in managing turnkey
projects. Man power in space electronics section has been specially trained at Indian
Space Research Institute (ISRO) in high reliability soldering, harnessing and quality
checking. Keltron also provides technical manpower to major organizations like ONGC
and VSSC and collaborations like Hitachi.
Ensuring quality is a continuous ongoing process at all production units. Each
facility has a quality department whose business is to see that all quality norms are
strictly adhered to in the manufacturing process. The manufacturing centres at
Tiruvananthapuram, Aroor, Kuttipuram and Kannur are ISO 9001:2000 certified.
Inspectorate of naval department has implemented their customized quality systems at
Keltron Equipment Complex, Thiruvananthapuram. The manufacturing plants for
capacitors, crystals & resistors have been granted LCSO approval. In order to meet the
stringent quality requirements of ISRO, ESD- control measures have been strictly
adopted at the specified areas. Keltron has an all India sales network in place with full
fledged marketing offices in Mumbai, Delhi, Kolkata, Chennai, Bangalore, Hyderabad
and Thiruvananthapuram to provide the quickest possible service to customers.
Keltron IT education centres are centres of excellence on information
technology created with a specific intention of bridging the huge gap between academic
institutions and the industry. These centres churn out batches of industry ready
professionals every year who are prepared up to take on jobs the moment they are
inducted. The career oriented courses are delivered through the numerous education
centres distributed throughout Kerala. Keltron, being a part of industry has the right to
feel of the requirements of the industry and has used this knowledge in designing courses
that suit the industry requirements. Keltron offers a wide range of industry recognized
certificate, diploma and post graduate diploma courses.
Kerala Tool room Research & Training Centre (KELTRAC), sponsored by Kerala
State Electronics Development Corporation Ltd and Department of Industries,
Government of Kerala is an autonomous society registered under Scientific and
Charitable Societies Act 1995. KELTRAC is to make available, a state of art facility for
research, development and training in tooling, computer aided design & modeling.
Designed to be a centre of excellence, KELTRAC will also address education & research
aspects for metal working techniques and processes.
1.3.2SERVICES PROFILE OF KELTRON
A) Aerospace Electronics
Keltron has proudly partnered ISRO through the history of Indias space
program. Right from the inception of the early SLV/ASLV program through the
successful PSLV and GSLV launch vehicles, and the historic Chandrayan mission - right
up to the present time through the development of the heavy GSLV Mark III to launch 4
tonne satellites into geostationary transfer orbits.
Keltrons contribution is present in all the critical sub-assemblies and their testing
which includes launch vehicle navigation and guidance computers, stage processing
modules, control electronics modules, inertial sensing units power module, DC-DC
converters, resin electronic module etc. Our participation extends to the family of ISRO
satellites as well.
B) Security & Surveillance Systems
Electronic security pertains to leveraging technology in safeguarding assets by
preventing unauthorized access to people and property. Keltron offers security and
surveillance solutions integrating a whole range of security devices such as access
controls, Close Circuit Televisions (CCTVs), and other security gadgets that detect and
deter security threats from thieves, militants and extremists. The Security Systems Group
(SSG) of Keltron is fully geared to address the present needs of the security systems
market as well meet the requirement of by Government and Paramilitary forces for
security systems and solutions.
Products
CCTV Systems
CCTV Cameras (IP & Analogue)
CCTV Camera Accessories
CCTV Video Management Equipment
Attendance / Access Control System
Fingerprint Reader
Smart Card Reader
Proximity (RFID) Reader
Digital Master/Slave Clock.
Significant achievements:
Manufactured, installed and commissioned Under Water Telephone System V1
on board 30 Indian Naval Ships, which includes 6 Talwar Class ships, constructed
at Russia.
150 Processor Based Ground Mines were manufactured and supplied to Ministry
of Defence.
Manufactured and commissioned Radar Interface Unit on board the prestigious
air craft carrier INS Viraat, INS Delhi, INS Mumbai and INS Mysore.
More than 120 Electro Magnetic Log and Re-Transmission Unit were developed,
manufactured and commissioned at different ships of Indian Navy.
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includes government departments, quasi-government institutions and some of the highprofile R&D institutions such the VSSC and ISRO. The Development team at ITBG
comprises some of the top brains in the industry who are fully conversant on the frontline
technologies in web space. Right from the start Ketron has been an ardent supporter of
Open Source technologies and has a development team continuously evolving costeffective solutions for different domains in open source.
Product Profile
Significant achievements:
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Product Profile
Turn-key Services
System Integration for PLCs & other C&I packages
EPC Contractor for C&I packages
Pilot & bulk production of Defense R&D developed systems
Products
Pneumatic Actuators
Power Cylinders
Significant achievements:
G) ID card Project
Keltron launched its ID Card Project (IDCP) in 1991 seeing an opportunity in the
decision by the Election Commission of India to provide Electoral Photo Identity Cards
to the voting population of India. Keltron was then in possession of the right
technologies and the right people to carry out this mission. Today, IDCP is identified as
the State Level Agency of the Chief Electoral Officer of Kerala. In addition to providing
ID cards for the entire voting public of Kerala, IDCP also maintains the Electoral Rolls
Management System of the State.
For the first time in India, an Interactive Voice Response System (IVRS) enabling
the public to verify the electoral rolls over telephone has been designed and developed
by IDCP in 2002.
IDCP also produces various types of Cards such as SMART Cards, RFID Cards,
Bar Coded Cards, Employee Identity, Traders Identity, Beneficiary Identity, Driving
License and Ration Cards as per customer requirement.
H) Power Electronics Products
Keltron provides seismic qualified UPS Systems of up to 1000 KVA capacity
based on state-of-the-art IGBT technology.
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Significant Achievements:
First in the country to design and develop 90 KVA UPS.
First in the country to design and develop 500KVA & 600 KVA UPS qualifying
seismic parameters for NPCIL.
I) Electronic Components
Keltron entered the electronic components industry by setting up Indias largest
Aluminium Electrolytic Capacitor plant in technical collaboration with Spargue
Electromagnet, Belgium, in 1976 at Kannur, Kerala. Over the years, Kletron has added
on several other types of components enlarging its range to cater to the needs of the
Indian market. Today, Keltron enjoys a sizeable market share, and is identified as a
reputed supplier of electronic components for professional, industrial and consumer
electronics applications.
The current ranges of components manufacture by Keltron include:
Aluminium Electrolytic Capacitors
Motor Start Capacitors
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MU series motor start capacitors have been investigated and approved by UL INDIA
LTD, a subsidiary of Underwriters Laboratories Inc.
The Company is the subsidiary of the Kerala State Electronics Development
Corporation Ltd. (KSEDC) and is the administrative control of the Department of
Industries, Government of Kerala. Based on the order dated 27/05/08 received from
Govt. of Kerala, Keltron component Complex Ltd, subsidiary of Kerala State Electronics
development Corporation Ltd, amalgamated with the other three subsidiaries of KSEDC
Ltd, viz. Keltron Magnetics Ltd, Keltron Resistors Ltd and Keltron Crystals Ltd.
Ministry of Corporate Affairs, Government of India through an order dated 5th
November 2009 had given sanction for the amalgamation. The company had filed a
certified copy of the order with the registrar of Companies, Kerala on 24/11/2009 and
thus amalgamation became effective.
Keltron Component Complex Ltd. Is a major indigenous manufacturer of
Aluminium Electrolytic and MPP Capacitors, Resistors and Piezoelectric Quartz
Crystals. Though the Companys products are being sold in a highly competitive market
where there is a significant presence of foreign made goods, on account of its reputation
and long standing in the market, the company does not anticipate any hindrance to its
plans for future growth.
The company has already submitted proposals to the Government of Kerala in the
form of projects for enhancement of product range and capacity for the manufacture of
High CV value capacitors and also for modernization/ upgradation of the Ageing &
Testing facilities. The company expects a substantial increase in production, turnover and
profitability after receipt of approval and funding for these projects from government.
The companys shares continue to remain listed with the Madras and Cochin Stock
Exchanges.
The sales turnover of the company during the financial year 2009-10 was
Rs.4470.72 lakhs as against the previous financial year figure of Rs.3306.12 lakhs.
1.3.4 VISION
To bring the benefit of technology to the service of the people and prosperity to
the society to which it belongs.
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1.3.5 MISSION
To transform itself to one of the Navaratna corporations of the country. To
achieve this mission, the organization has set a clearly defined strategy in motion
encompassing its core strength.
1.3.6 OBJECTIVES
The company aims at providing maximum satisfaction to its customers by
facilitating goods and services that meet their desired level of expectation.
The company is also committed to achieve its goals with the involvement of
employees of all levels.
1.3.7 QUALITY POLICY
We aim at maximum satisfaction to our customer by providing goods that meet their
requirement. We are committed to achieve our policy with the involvement of the
employees at all level through a well defined Quality Management System which is
continuously reviewed to enhance its effectiveness and updated to meet changing needs.
1.3.8 TAGLINE
Electronics for the people, everywhere.
1.3.9 PRODUCTS PROFILE
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Engineering
and Design
ToAdministration
evaluate and analyze effectiveness of consumer perception in an organization.
To Department
analyze the factors determining the satisfaction effectiveness of consumer
Department
perception in the organization.
Finance and
Accounts
Department
Planning
Department
Plant
Engineering
Department
Electronic Data
Processing
Department
Etching and
Forming
Department
Materials
Department
Quality
Assurance
Department
Research and
Development
Department
Production
Department
Marketing
Department
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CHAPTER 2
REVIEW OF LITERATURE
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REVIEW OF LITERATURE
2.1 REVIEW OF LITERATURE
India is among the fastest-growing markets and has been identified
as one of the significant potential markets for the companies.
Muralikrishnan B., country manager at eBay's India explains that
Indian consumers toward buying high margin products such as clothes
and shoes as is the trend among eBay shoppers in the West rather than
electronic gadgets and books, which are the most popular choices now
but command lower profit margins and are less frequent purchases.
Consulting firm Technopak predicts a $70-billion annual market by 2020,
up from $600 million now, which is just 0.05% of global online shopping.
EBay itself estimates India's online shopping market in 2012 will grow
close to 100%.
Ramanathan & hari(2011) observed from their study that due to the recent
changes in the demographic system of consumers, and the awareness of quality
conscious consumption, consumers preferred to buy different products both from the
organized and unorganized retailers.
Joseph, Soundararajan, Gupta, & Sahu, (2008) concluded that unorganized
retailers in the locality of organized retailers were adversely affected in terms of their
volume of business and profit. According to him with the emergence of organized outlets
consumers gained through the availability of better quality products, lower prices, onestop shopping, choice of additional brands and products, family shopping, and fresh
stocks.
According to report of ICRIER organized and unorganized retail not only
coexist but also grow substantially. The reason behind that the retail sector is gradually
growing on an overall basis hence the benefit of this growth goes to both the sectors.
Kearney, (2006) found that traditional markets are transforming themselves in
new formats such as departmental stores, hypermarkets, supermarkets and specialty
stores.
Martineau, (1958) first time used the concept of store image. This store image
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Gupta, (2012) concluded in her study that store attributes like convenient
operating hours and accessibility were the factors which lead to customer loyalty and not
store appearance. Similarly, product attributes like freshness of the product and
availability of products range according to the pocket were major determinant of loyalty.
It was also evident that even today Kiranas are preferred by customers because of
various reasons viz. convenient location, home delivery, personal relations with
shopkeeper, giving products on credit, payment in installments.
Srivastava, (2012) in his study showed that the overall customers perception
across urban and suburban was not varied. The customers were ready to pay higher
prices for branded goods across the urban and suburban areas. They gave priority to
purchase grocery from nearby shops while for purchasing of apparel they liked to travel
some distance. The outcomes of the study showed that the exposure of marketing
strategy through electronic and print media made the customers more choosey and
knowledgeable.
Whereas Solagaard & Hansen, (2003) identified several store attributes that were
considered important for the consumers evaluation of stores. These attributes were
merchandise, assortment, merchandise quality, personnel, store layout, accessibility,
cleanliness and atmosphere.
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RESEARCH METHODOLOGY
3.1 Research Design
A research design is the arrangement of conditions for collection and analysis
of data in a manner that aims to combine relevance to the research purpose with
economy in procedure
3.3 Period of study
The research period of the study has from 14 January 2016 to 03 February 2016
in Keltron Component Complex Ltd, Kannur.
3.4 Area of study
The Study is conducted among consumers of products of Keltron Component
Complex Ltd, Kannur.
3.5 Source of Data Collection
3.5.1 Primary data
The study is based on primary data that were collected from 30 consumers of
Keltron Component Complex Ltd, Kannur. It is first hand information for the study.
Primary data regarding the various factors that influences the effectiveness of consumer
perception.
3.5.2 Secondary data
Secondary data are collected from various sources like from the organizations
website, journals, brochures, annual reports, previous studies etc.
3.6 Population Size
In this research the total population size is whole consumers of KCCL.
3.7 Sample Size
Out of the total population the sample size is 30 consumers who representing the
whole population.
3.8 Sampling Techniques
Simple Random Sampling - A subset of a statistical population in which each
member of the subset has an equal probability of being chosen. A simple random sample
is meant to be an unbiased representation of a group.
In this study the 30 respondents were selected randomly from the consumer
population.
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Percentage of Respondents =
Number of Respondents
--------------------------------- X 100
Total No. of Respondents
25
FREQUENCY
21
9
PERCENTAGE
70
30
26
TABLE NO - 4.1.02
TABLE SHOWING FREQUENCY WISE CLASSIFICATION OF RESPONDENTS
DAILY
WEEKLY
MONTHLY
OCCASSIONALLY
FREQUENCY
0
3
6
21
PERCENTAGE
0
10
20
70
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TABLE NO - 4.1.03
TABLE SHOWING REASON WISE CLASSIFICATION OF RESPONDENTS
REASON
QUALITY
PRICE
PROMOTION
AVAILABILITY
FREQUENCY
11
10
3
6
PERCENTAGE
36.67
33.33
10
20
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TABLE NO - 4.1.04
TABLE SHOWING PRODUCT DIFFERENCE WISE CLASSIFICATION OF
RESPONDENTS
REASON
QUALITY
PRICE
PROMOTION
AVAILABILITY
FREQUENCY
15
10
2
3
PERCENTAGE
50
33.33
6.67
10
TABLE NO - 4.1.05
TABLE SHOWING PREFERABILITY WISE CLASSIFICATION OF RESPONDENTS
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PRODUCTS
START CAPACITOR
METALIZED PLASTIC FILM
FREQUENCY
6
6
PERCENTAGE
20
20
CAPACITOR
CERAMIC DISC CAPACITOR
CARBON/METAL FILM
4
4
13.33
13.33
CAPACITOR
PIEZO ELECTRIC QAURTZ
16.67
CRYSTAL
ALUMINIUM ELECTROLYTIC
16.67
CAPACITOR
TABLE NO - 4.1.06
TABLE SHOWING PRODUCT QUALITY WISE CLASSIFICATION OF
RESPONDENTS
OPINION
OUTSTANDING
EXCELLENT
GOOD
FREQUENCY
15
10
3
PERCENTAGE
50
33.33
10
30
AVERAGE
POOR
1
1
3.33
3.33
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TABLE NO - 4.1.07
TABLE SHOWING PRODUCT ALTERNATIVE WISE CLASSIFICATION OF
RESPONDENTS
YES/NO
YES
NO
FREQUENCY
5
25
PERCENTAGE
16.67
83.33
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TABLE NO - 4.1.08
TABLE SHOWING PRODUCT SUBSTITUTE WISE CLASSIFICATION OF
RESPONDENTS
SUBSTITUTE
SAMSUNG
CEDICOM
FREQUENCY
10
8
PERCENTAGE
33.33
26.67
ELECTRONICS
DCKI ELECTRONICS
HAVELLS
EPCOS INDIA
3
5
4
10
16.67
13.33
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TABLE NO - 4.1.09
TABLE SHOWING FACTOR WISE CLASSIFICATION OF RESPONDENTS
FACTORS
QUALITY-PRICE
FRIENDS
ADVERTISEMENT
BRAND NAME
FREQUENCY
15
10
2
3
PERCENTAGE
50
33.33
6.67
10
34
FREQUENCY
25
5
PERCENTAGE
83.33
16.67
35
FREQUENCY
20
10
PERCENTAGE
66.67
33.33
36
FREQUENCY
24
6
PERCENTAGE
80
20
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5.1 FINDINGS
Out of 30 respondents 21 consumers i.e. 70% of the total respondents are from
the category of duration less than or equal to 1 year, 30% of the respondents are
buying products for more than 1 year.
70% of the total respondents buy products occasionally, 20% of the respondents
are buying products monthly, 10% respondents buy products weekly and none of
the respondents buy products daily.
36.67% of the total respondents buy products based on quality, 33.33% on price,
10% on promotion, and 20% based on availability of the products.
50% of the total respondents are buying products based on quality difference of
the competitor, 33.33% buy products due to difference in price, 6.67% due to
difference in promotion and 10% in due to difference in availability of products
of the competitor.
20% of the total respondents are buying start capacitor, and another 20%
metalized plastic film capacitor, 13.33% ceramic disc capacitor, another 13.33%
carbon/metal film capacitor, 16.67 Piezo Electric Quartz Crustal, and another
16.67% Aluminium Electrolytic Capacitor.
50% of the total respondents provide feedback outstanding, 33.33% say excellent,
10% say good, 3.33% say Average and another 3.33% provide poor feedback
The above table shows 16.67% of the total respondents substitute products of
keltron, whereas rest of the respondents do not substitute the products of keltron.
The above table shows 33.33% of the total respondents would prefer to substitute
product from Samsung, 26.67% respondents from cedicom electronics, 10% from
dcki electronics, 16.67% from havells and 13.33% from epcos india.
50% of the total respondents are buying products based on quality and price,
33.33% buy products opinion of friends, 6.67% due to advertisement and 10%
based on brand name.
The above table shows 83.33% of the total respondents agree that keltron
products has good brand image compared to its competitors, whereas, rest
16.67% do not agree on it.
The above table shows 66.67% of the total respondents can identify Keltron logo
and tagline, 33.33% cannot identify the logo and tagline.
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The above table shows 80% of the total respondents are ready to recommends
keltron to others whereas 20% do not recommends the products
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5.2 SUGGESTIONS
There are many channels to communicate to potential customers;
therefore, the marketers need to consider regarding what kind of media
will be the most effective for their target consumers. They should not only
consider use of TV, print and internet, but also radio, out of home,
billboard or any kind of new media regarding to the
respondents
promotional
activities
such
as
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5.3 CONCLUSION
The study was carried out to know the effectiveness of consumer perception of
customers of Keltron Component Complex Ltd, Kannur. The study is completed with
various aspects of consumer perception
Consumer buys products on the basis of factors like offers and discounts, variety
of product available, free home delivery etc. From the above data analysis it can be
determined that most of the respondent would agree to buy based on marketing. Out of
the agreed respondent, most of the respondent would think that consumer perception is
an important factor. The recommended business operation will not only beneficial for the
consumer but also to the firm, as it allows the firm to evaluate its consumers.
Hence, it is concluded with the strong feeling that the minor modification in the
Marketing Department, proper communication between consumers and Marketing team,
training and development programs will help to improve the effectiveness of Consumer
Perception