CHAPTER: I

INTRODUCTION

INTRODUCTION

The academic curriculum of the study gives only the theoretical aspects of
knowledge, but these kinds of project work provides an assortment of practical
experience to the research intellectual. The study is principally associated with the
marketing vicinity of specialization and the project is titled as the customers’ perception
study. The study was conducted among the customers of Diesel Generators, in south
Kerala by which almost all organizations uses the products of Kirloskar, Volvo,
Cummins, Caterpillar etc…The study is awfully supportive to the students who elected

1
marketing management as their specialism. The venture deals with the philosophy deeds
and stance prototype of customers towards the products and its companies. Now a day the
cram of marketing becomes very effective because of the antagonism on the globe.
The generator industry in India is
commendably offering its services to the unconventional power prerequisites of large and
the local industries. Local Indian manufactures are competent enough to produce
generators from the range 0.5 KVA to 25000 KVA. Recently the generator industry has
witnessed an extraordinary growth. To benefit from the emerging trend, the generators
dealers in India trade the high-tech generators which match the international standards.
The generators sector of India has more than 200 industry players. Some
of chief producers of generators in India are greaves, Cummins, kirloskar, Mahindra,
ashok Leyland, and Volvo were some of the initial players in the Indian generator
industry. The transportable power market market in India has successfully made its
presence felt in both in terms of quality and originality, keeping the global trends in mind.
As per the FICCI report, the generators produced by India are at par with the global
counterparts. Not only they supply high power but are also capable in delivering high
performance.

The increased uses of generators by industries lead to the boom of

generators industry in India. The demand for gensets from various industrial sectors,
especially for diesel generators is high and this has lead to an intense competition among
the DG set companies. More and more companies have started to come with their
generator sets into market. There are both Indian as well as foreign companies. Now,
generators are available in different energy ranges catering to the need of various small,
large and medium scale industries. With the energy crisis in India getting worsened day to
day, there are chances of generators industry booming into large volumes. The horizon
for this industry shines brighter and clears…

2
3
 CHAPTER: II
REVIEW OF LITERATURE
CHAPTER: II
REVIEW OF LITRETURE

Schifmon leon & kanuk lazan leslie(1990): according to Schifmon & kanuk, perception
can be described as “ how we see the world around us” Two individuals may be subject
to the same stimuli under the same apparent conditions, but how each person recognizes
them , select them and interpret them is highly individual process based on each persons
own needs, values, and expectations

4
Schifmon leon & kanuk lazan leslie; consumer Behaviour , 6th edition, prentice hall of
india pvt Ltd.(1990).New delhi

CHAPTER: III
COMPANY PROFILE

5
Kirloskar D G sets

Kirloskar pioneered the Engineering industry in India with the introduction of

India's first Iron Plough in 1988,first Electric Motor, first Pump and first Diesel Engine in
1946. Always a socially conscious group, this philosophy finds its presence in the
designing our products. Kirloskar Eco friendly Power Generation Sets are first in the
world to meet the Central Pollution Control Board (CPCB) norms issued by Ministry of
Environment & Forests, Government of India. Kirloskar's Power Generators are thus well
equipped to satisfy the most stringent norms set in the industry.

On the quality front the power generators are of the best quality to have received the
type approval from ARAI for emission compliances. With continuous up-gradation we
have ensured total quality, a fact proven by the ISO 9001 certifications for Quality
Management Systems. On the environmental front we have certified for ISO 14001 for
Environmental Management Systems for our plant at Pune.

Few characteristics of the Kirloskar Power generator sets -

Ready to use generator sets A warranty of 24 months from the date of the DG set supply
or 5000 normal operating hours whichever is earlier

• Lowest Life Cycle Cost

• High generator set availability
• Eco friendly options available

6
About Kirloskar

We are a 1.20 billion US Dollars engineering conglomerate driving critical

industries. We are century old pioneers in our areas of specialization like power,
construction and mining, agriculture, industry and transport, oil and gas and environment
protection with a range of world-class industrial products and turnkey services.

We are made up of 8 major group companies, each led by the best engineering and
managerial talent in India. In addition to engineering, we have interests in civic utility
systems and in Information Technology and communication.

Our multi-unit, multi-product, multi-location conglomerate is built on the plinths of

Experience, Expertise, Quality, Innovation and Values in the business. Our best play is
successful work and creation of a new industrial order where we can provide tailor made
solutions to the customers.

At Kirloskar, listening to the customer and his needs is a tradition as old as the group
itself. For it is they who drive us further, make us reach higher, and engineer better
solutions. In the customer's often unspoken wish for better implements lies the seed for a
new invention, a path-breaking industrial concept.

The Kirloskar Group makes equipment, machinery and high-precision engineering

products for the transport sector, including shipbuilding, railways, roads and cargo. We
also have a major presence in auto components, process industries, rubber and plastics,
textiles and also consumer goods industries. Keeping the wheels of progress running, in
every way has been our motto.

The Kirloskar Story

It has now been more than a century since the Kirloskar story started. We started
with an aim of becoming the pioneers in fields in which our country needed innovation.
In the 100 years and more that we have been in existence as a family and as an
organisation, we've been seminal to Indian agricultural and industrial development. We

7
 gave India its first iron plough, pump and engine; inventions that were deviced
from the need of the hour and went on to become signs of the time. Which is why our
group history can in many ways can be considered a history of the economic and
industrial revolution in India.

INDUSTRIAL PROFILE

The Kirloskar ranks amongst the top engineering business houses of India. We at
Kirloskar provide you with the widest range of products to meet all your requirements.
We ensure that our products make your job easier and help in yielding better results.

The Kirloskar product line consists of more than 200 series. We have a group
turnover of Rs. 2,000 Cr. Approx. The Kirloskar Group makes equipment, machinery and
high-precision engineering products for the transport sector, including shipbuilding,
railways, roads and cargo. We also have a major presence in auto components, process
industries, rubber and plastics, textiles and also consumer goods industries.

Browse through our Industry Solutions section and you'll see why we at Kirloskar
claim to be the best. In the areas we function we provide the best choice for all your
equipment and engine needs. Over 100-year-old tradition of excellence in engineering
endows us with knowledge and experience to meet all the challenges that come our way

8
 CHAPTER: IV
OBJECTIVE
S

OBJECTIVES

The objectives of the study are explained below

 To study the customer’s perception about diesel generators

 To study the awareness of kirlosker DG among the customers

 To study the factors which influences the customers in buying DG sets.

9
 To study the customers satisfaction level after using the DG set.

10
 C
HAPTER: V
RESERCH METHODOLOGY

RESEARCH METHODOLOGY

I: RESEARCH DESIGN
The research design used in this study is descriptive in nature. This study
was conducted in delhi districts. The research describes the perception of consumers
towards the HCL computer.

II:DATA
a) The study relies to a great extend on primary data & some extend on
secondary data.
Primary data: it consists of data collected from the users of HCL
computer in the month of May –June 2010, the first hand into. Was
obtained through primary data. Secondary data consist of data collected
from companies, internals magazines, companies web sites, journals
etc…
b) Source of data: the source of data where the consumers of DG set in the
market of south Kerala districts during the month of May to June.

III: METHOD OF DATA COLLECTION

A survey was conducted to gather data. The method adopted to exist into
was through well designed structure questionnaire. The questionare

11
 method chosen rather than other methods due to quantitative in nature of
research.
The questionare considered of 10 questions. The data was also
collected from companies internals magazines, journals and various other
sources.

IV: SAMPLING
c) Sampling unit: There was one sampling unit where data was collected
through one questionare.

d) Sample size: the sample size taken was 50 DG customers from the south
Kerala districts.

e) Sampling method: convenience sampling method was accusable where

chosen as respondents for sampling.

12
 DATA ANALYSIS AND INTERPRETATION

Statistical measures are used to compile data analysis and interpretation.

STATSTICAL TOOL USED

The following statistical tool used for the interpretation of collected
data .

PERCENTAGE METHOD

• Percentage method is adopted to derive the extract represantation of

each of the attribute from a growth of responses.
• For each of the responses in the first asertained
• Each individual respondent in the group is divided by the total of the
group and multiplied by 100 and percentage is derived

RANKING METHORD

13
  Ranking method is adopted for computation of findings values for
attributes.
 In order to derive the aggregate scores each attribute is given rank is
given marks in the order of prominence.
 For example first rank is given for mark. Second is given 3 marks and
every down the order classification is given lesser marks.
 After applying the marks to the total number of respondent the total
score is ascertained for each of the attributes.
 The rank was awarded on the basis of first rank for highest score
followed by the other in the descending order.

LIMITATIONS OF THE STUDY

• If more consumers in the region where conducted in the region where

conducted, the information would have made the study more exhaustive
but, due to time limitations it was not possible.

• The accuracy of finding depends on the truth and accuracy of the data
given by the respondents, the survey was based on the assumption that the
data given by the respondents are true.

• The limitation of the sampling method used also exists in the study/

14
 CHAPTER: VI
DATA ANALYSIS AND INTERPRETATION

Table showing the kind of KVA DG set that the customer use

15
 Table no 4.1

Type of KVA DG set No of respondence %

12.5 KVA to15 KVA 4 8
15 KVA to 30 KVA 16 32
30 KVA to 160 KVA 20 40
160 KVA to 500 7 14
500 KVA and above 3 6
Total 50 100

Interpretation
The above table depicts that 40 % of customers are using 30 KVA to 160 KVA
sets, 32% of customers are using 15 KVA to 30 KVA, 14% of customers are using 160
KVA to 500 KVA, 8% of customers are using 12.5 KVA to 15 KVA and 6% of
customers are using 500 KVA above.

Chart showing the kind of KVA DG set that the customer use

16
 chart no.4.1
12.5 KVA to15 KVA 15 KVA to 30 KVA 30 KVA to 160 KVA 160 KVA to 500 500 KVA and above

6% 8%

14%

32%

40%

Table showing Brand of DG set the customer using for his organization

17
 Table no 4.2

Brand of DG sets No of respondence

Kirlosker 15
Mahindra 9
Cumin 8
Caterpillar 7
Ashok Leyland 6
Volvo 3
Greaves cotton 2
Total 50

Interpretation
The table shows that majority of customers are using the brand Kirlosker
DG sets ,

Chart showing Brand of DG set the customer using for his organization

18
 D
G

s
e
t

b
r
a

No of customers

Table showing source of information regarding the product

Table no 4.3

19
 Source No of respondence
Internet 12
Roadshow 7
Exhibition 5
Magazines 10
Word of mouth 7
Friends and relatives 9
Total 50

Interpretation
The above table reveals that 12 customers are getting information about
DG sets through Internet,10 customers are know about the product with the help of
Magazines, 9 customers are know about the product through friends and relatives, and
rest of them are know about the product through word of mouth ,exhibitions and
roadshows .

Chart showing source of information regarding the product

20
 source

Table showing customer’s working pattern

21
 Table no :4.4

Working pattern No of customers %

Seasonal 8 16
365 days 42 84
Total 50 100

Interpretation
The above table says that 16% of DG customers are using only in various
seasons. Other 84% of DG customers are using in 365 days.

Chart showing the customers working patten

22
 Chart no 4.4
Sesonals 365 days

16%

84%

Table showing the factors influence to purchase the DG set

Table no:4.5

Sl no Particulars Score Rank %

23
 1 Performance 257 1 18

2 Less maintance cost 245 2 18

3 Quality 234 3 17

4 Aftersales services 230 4 16

5 Brand image 226 5 16

6 Engineering based 224 6 15

7 Total 1416 100

Interpretation
The above table shows that performance of the DG set is major factor to
influencing to purchase the DG. Subsequently followed by less maintance, aftersale
service, brand image, quality, and engineering based respectively.

Chart showing the factors influence to purchase the DG set

Chart no;4.5

24
 Factors

Table showing Customers purchase schemes

25
 Table no: 4. 6

Purchase Schemes No. of Customers

Direct purchase 1
Dealer purchase 49
Total 50

Interpretations
The above table shows that out of 50, only one customer preferring the direct
purchase and other 49 customers prefer the purchase scheme through the dealers.

Chart showing the Customers purchase schemes

26
 Purchase
Schemes

Table showing preference of purchase scheme

Table no:4.7

27
 Services No. of Customers
After sale services 38
Spot delivery 12
Total 50

Interpretation
The above table says about that out of 50 , the 38 customers are preferring the
purchase scheme because the after sale services, the rest of 12 customers are preferring
the purchase scheme because the spot delivery of the D G set.

Chart showing preference of purchase scheme

Chart no 4.7

28
 No. of
Customer
s

Purchase
Schemes

Table showing offer to customers

Chart no: 4.8

Offer No. of Customers

29
 Discount 10
Gifts 2
Guarantee 14
Warranty 24
Total 50

Interpretation
The above table depicts that out of 50 customers, 24 customers are
choosing the warranty offer for purchasing of DG set. 14 customers are choosing the
guarantee offers. Only 10 customers are wants discount offers and 2 members are
choosing the gift offers.

Chart showing the offers of the customers

Chart no:4.8

30
 Offer

Table showing the satisfaction level about the offer rendered by the
company.

Table no: 4.9

Particulars No of customers

31
 Highly satisfied 50
Satisfied 0
Not satisfied 0
Total 50

Interpretation
The above table says that majority of customers are highly satisfied about
the company’s offers and not any satisfied and not satisfied customers.

Showing the satisfaction level about the offer rendered by the company.

Chart no: 4.9

32
Table showing the satisfaction level about performance of the DG set

Table no:4.10
33
 particulars No of customers
Highly satisfied 50
Satisfied 0
Not satisfied 0
Total 50

Interpretation
The above table says that majority of customers are highly satisfied
about and performance of the DG set not any satisfied and not satisfied customers.

Chart showing the satisfaction level about the performance of the DG set

34
35
 CHAPTER: VII
FINDINGS

FINDINGS

• Majority DG customers are using the 30 KVA to 160 KVA DG sets

• Majority of customers are using the brand Kirlosker DG sets

• Most of the customers are getting information about DG sets through Internet.

• 84% of customers are using in entire 356 days.

• Performance of the DG set is major factors influencing to purchase the DG set.

36
• Out of 50 customers, only one customer preferring the direct purchase and other
49 customers prefer the purchase scheme through the dealers.

• Most customers are preferring the purchase scheme because the after sale services.

• Most customers are choosing the warranty offer for purchasing of DG set.

• The total customers are highly satisfied with the offers rendered by the company.

• The total customers are highly satisfied with the performance of Kirloskar DG
sets.

37
 CHAPTER: VIII
RECOMMENDATIONS

RECOMMENDATIONS

• The company should provide more and more options to the customers for direct
purchase of the goods. Because most of the customers are not aware about the
direct purchase option given by the company.

• The company should increase their range of product to households at reasonable

price

38
.

• The company can produce the products for fishing people to use it at fishing boats

• Majority of the customers uses the product regularly so the company should
increase their product service, it is better to start a service centre.

• The company should maintain their past performance or try to increase their
performance more

• Mostly the company concentrates on internet based advertisements so many

customers get the details through internets. The company should adopt more
advertisement techniques such as advertisements in television, magazines, news
papers etc…

• The company should produce their product with more features or options because
most of the customers purchase the product according to its performance.

39
 CHAPTER: IX
CONCLUSION

CONCLUSION

The project work was started with some facts which already known to the
researcher. Afterward the degree of awareness of the researcher has enlarged to some
other fields. This provides a lot of experience to the researcher. The selling process does
not end up with the sales of that commodity it is only the processing stage of sales
movement. The product manufactured by the company is very expensive and weighty in
nature. The company can boost their performance by providing more and more after
sales service to the buyers. The study is very useful to the researcher in familiar with the
topic of marketing. The project statement is truly based on the manufacturers and
customers point of view. The study provided a lot of practice to the researcher in
marketing field.

40
41
42
 BIBLIOGRAPHY

BIBILOGRAPHY

1. Kotler, Philip, “MarketingManagement Analysis, Planning, Implementation and

Control”, 11th edition, Prentice Hall of India Private Ltd., (2003), New Delhi.

2. Kothari.C.R;”Research Methodology Methods and Techniques”, 2nd edition,

Wishwa Prakashan Private Ltd., (2009), New Delhi.

3. Schittman, Leon G & Kanuk, Lazar Leshi, “Consumer Behaviour”, 86th edition,
Prentice Hall of India Private Ltd.,(2004),New Delhi.

43
 ANNEXTURE

44
45