CHAPTER III:

COMPETITIOR ANALYSIS

28
MARKET OVERVIEW

The automotive light emitting diode lighting market is growing because of the low cost of
the LED and efficient working of it. LEDs are small, solid light bulbs which are extremely
energy efficient and long-lasting. The long life of LED lamps was initially attractive,
however, low brightness and high cost meant that they were generally restricted to use in
dashboards.

Along with technology development in vehicles, automated LED lighting is one of them.
Increased consumption of these can be seen from two wheelers to four wheelers. The
adoption of it is growing day by day. The segmentation of it on the basis of position in the
vehicle is done. It can be fixed in the front, rear, side, and interior of the vehicles. LED
lighting ability is to improve total plant productivity. By connecting advanced lighting
controls to industrial automation systems, LED lighting can save time and costs, and also
provide business intelligence data, reduce waste and redundancies, and enhance plant
operations.

India LED lighting market is projected to grow at a CAGR of 24.66%, in value terms,
during 2016-2022, on account of increasing government initiatives to boost LED adoption
and growing awareness regarding lower power consumption of LED lighting products

Moreover, easy availability at affordable prices coupled with distribution of LED bulbs by
Indian government at subsidized rates to promote the use of LED lights over halogens and
incandescent lighting products is augmenting demand for LEDs in the country.

India LED Lighting Market 2012-2022 discusses the following aspects of LED lighting
market in India:

 LED Lighting Market Size, Share & Forecast

 Segmental Analysis - By Type (LED Bulbs & Lamps, Batten Lights, Downlights,
Spotlights and Others), By Application (Outdoor Lighting, Indoor Lighting,
Automotive Lighting and Others), By End Use Sector (Commercial, Residential,
Institutional and Industrial), By Geography
 Pricing & Competitive Analysis
 Changing Market Trends & Emerging Opportunities

29
Market Trends & Developments:

 Aggressive Marketing and Promotional Strategies

 Trending Low LED Prices and Increasing Replacement Lighting Market
Penetration
 Automotive Lighting Revolution
 Growing Adoption of LED Lighting in Home Decoration and Street Lighting
 Non-Visible LED Lighting Applications Increasingly Valued

MAJOR COMPETITORS

Few of the major players operating in India LED lighting market include Philips India Ltd.,
Surya Roshni Ltd., Harvell’s India Limited, Shree Sant Kripa Appliances Pvt. Ltd,
OSRAM India Private Limited, Crompton Greaves Consumer Electricals LTD, Halonix
Technologies Limited, Panasonic India, GE Lighting India Pvt. Ltd., Bajaj Electricals
Limited, etc.

Top Brands of LED Lights in India

1. Philips
2. Osram
3. Havells
4. Wipro
5. Bajaj
6. Eveready
7. SYSKA
8. Oreva
9. Moser Baer
10. Surya

30
 1. Havells Lighting

Havells India Limited is one of the largest electrical equipment companies in India. In
business since 1958, the company has products ranging from home and kitchen appliances,
lighting for domestic, commercial and industrial applications, LED lighting, fans, modular
switches and wiring accessories, water heaters, industrial and domestic circuit protection
switchgear, industrial and domestic cables and wires, induction motors, and capacitors
among others.

Havells India owns some Indian brands like Havells, Lloyd, Crabtree, Standard Electric,
and Promptech. The company has 23 branches/representative offices with over 6,000
workers in over 50 countries. As of 2016, it has 11 manufacturing plants in India located
at Haridwar, Baddi, Noida, Faridabad, Alwar, Neemrana, and Bengaluru. In 2014, Havells
was listed 125th among 1200 of India's most trusted brands according to the Brand Trust
Report 2014, a study conducted by Trust Research Advisory.

Havells LED Products Type: Lamps, Spot Lights, Down Lights, COB Fixtures,
Decorative Wall/Ceiling Lights, Tube Lights, Landscape Lights, commercial lights and
street lights.

2. Bajaj Electricals

31
Bajaj Electricals Ltd (BEL) (BSE: 500031) is an Indian consumer electrical equipment
manufacturing company based in Mumbai, Maharashtra. It is a part of the ₹380 billion
(US$5.5 billion) Bajaj Group. It has diversified with interests in lighting, luminaries,
appliances, fans, LPG based Generators, engineering and projects.

Its main domains are lighting, consumer durable, engineering and projects. Lighting
includes lamps, tubes and luminaire. Consumer durable include appliances and fans.
Engineering and projects include transmission line towers, telecommunications towers,
high-mast, poles and special projects, and others include die casting, wind energy & solar
energy. Some notable project includes lighting works at the Commonwealth Games
stadium and the Bandra Worli Sea Link. It has 19 branch offices spread in different parts
of the country with a chain of about 1000 distributors, 4000 authorized dealers, over
400,000 retail outlets and over 282 Customer Care centers.

Bajaj LED Products Type: Bulbs, Down Lights, Spot Lights, Tube Lights, Flexi Strips,
Highbay Luminaires, Street Lights, Landscape Lights, and Flood Lights.

3. Stanjo Electricals

STANJO is a reputed brand that engages itself in manufacturing and supply of high quality
and reliable LED Lighting products. Our products cater to both industrial and home
requirements.

Their comprehensive product range includes LED Panels, LED light fixtures & fittings,
Ceiling fans, Wires and cables, Modular switches and accessories. Stanjo’s vision is to be
one of the leading players in its product offerings. Stanjo’s adapts a quality based approach
to differentiate itself from its competitors.

High yielding, energy saving, high output are a few descriptions of their products. The
products are CE and RoHS certified and ISI & UL Certificates are under process.

32
STANJO is an ISO certified company. In a nutshell, they are the best people equipped with
latest technologies teamed up to drive home efficient energy solutions for our customers.

Thanks to the Stanjo’s ever increasing customer base that has been the key factor that
encouraged us to launch a new set of sophisticated products during 2014.

The new product range comprises LED Tube lights, LED bulbs, LED Street lights and
among others. Approach us to explore the world of energy saving technologies…

STANJO LED Products Type: Lamps, Spot Lights, Battens, Decorative luminaries,
Down Lights, Strip Lights, Street lights, Facade lights, High-bays luminaries and Linear
Lamps

4. Oreva

Ajanta Quartz was considered to be one of the world’s largest clock manufacturing
companies. Later, this Gujarat-based group was diversified into Lighting & Ceramic
products under the brand OREVA and its latest project is LED lamps. Switches, wires,
MCBs (multi circuit breakers), lamps, tubelights, power savers, telephones, calculators,
watches, etc. are produced by the same group. Power saver to the Nation – the tagline can
easily justify its production of LED lights.

Holding large integrated manufacturing facility in Samakhayali (Dist. Kutch) and Morbi
(Dist. Rajkot), the group provides employment over 6000 people. For the last 14 years,
Oreva manufactures CFL lights at its plant in Morbi and began manufacturing LED lights
in last July. According to Business-Standard Oreva has achieved manufacturing capacity
of 10,000 units per day with the investment of 75 crore. The goal of company is to
provide value-for-money products rather than premium products so it can offer LED
lights in India at affordable prices to end customer.

33
Overa LED Products Type: Lamps, Night Lamps, Down Lights, Panel Lights, Spot
Lights, Tube Lights, and Street Lights

Applications: Residential, Offices, Work Shops, and Outdoor

5. OSRAM India Pvt Limited

Osram India Pvt Ltd is considered as one of the leading lamp manufacturers in the nation.
The company had more than 5000 types of lamps for the specific requirements for all
their clients. OSRAM India has products that are highly energy sufficient: Compact
Fluorescent Lamps (DULUX), Metal Halide Lamps (HQI), Low Voltage Halogen Lamps
(Decostar), reliable and long lasting Electronic Control Gear with high power factor. The
company has 1200 employees currently with the sales of over 1 billion. The company is a
leader of products that are best at innovation inn General Lighting, Photo Optics,
Automotive Lighting and Electronic Control Gear. In the Automotive Lighting category,
they have car lighting, motorcycle lighting, truck lighting and LED Inspection and
warning Lights. In Professional Lighting Solutions, they offer Indoor Luminaires,
Outdoor Luminaires, Dynamic Lighting and Light Management and Control. In Opto
Semiconductors, the company offers LED, LEDs for General Lighting, Laser Diodes,
Infrared Emitters, Detectors and Sensors. In Digital Lighting Systems, the company
offers Light Engines and Modules, Electronic Control Gears for LED modules and
dimmers, Light Management Systems, Lamps for OEM customers. The Opto
Semiconductors is a great example of lighting technologies. They stand for innovative,
trend setting technologies. The Automotive Lamps and systems, the company is the
world's largest lighting supplier. With products such as the laser light headlights, OLED
panel lighting and various lamp types, the company is able to deliver more innovative
designs to OEMs. With the three flagship brands OSRAM, Siteco and Traxon
Technology, the company offers intelligent, flexible and future proof lighting solutions
for the office, industry and retail sector.

34
Osram LED Products Type: Lamps, Spot Lights, Tube Lights, Pendant Luminaries,
Wall Luminaries, Ceiling Luminaries, Batten Luminaries, Deco Lights, Under Cabinet
Lights, Recessed Luminaries, Floor Luminaries, Table Lights, Night Lights, String
Lights, Flood Lights & Spots, Camping Lights, and Street Lights.

Applications: Home, Office Buildings, Industrial Buildings, Retail, Hospitality and

Outdoor

35
CHAPTER IV: DATA
ANALYSIS AND
INTERPRETATION

36
 CUSTOMER SATISFACTION REPORT TOWARDS THE BRAND

SECTION A – DEMOGRAPHICS

1. Classification of respondents on the basis of occupation

Table 4.1: Occupation of the respondents

Occupation Number of Percentage

respondents
Business Owner 28 33%
Salaried 15 18%
Employee
Professional 24 28%
Other 18 21%
Total 85 100%

Figure 4.1: Occupation of the respondents

Occupation of the respondents

35%

30% 33%

25% 28%

20%
21%
15% 18%

10%

5%

0%
Business Owner Salaried Employee Professional Other

Interpretation: According to the observation, 33% of the respondents are business

owners. Moreover, 28% of the respondents are belonging to the professional category.
Furthermore, 18% of the respondents are salaried employees working in private or public
sector firms. Lastly, 21% of the respondents are mainly students and housewives. To
conclude, majority of the respondents are mainly business owners and professionals.

37
 2. Classification of respondents on the basis of gender
Table 4.2: Gender of the respondents

Gender Number of Percentage

respondents
Male 65 76%
Female 20 24%
Total 85 100%

Figure 4.2: Gender of the respondents

GENDER OF THE RESPONDENTS

Male Female

Female
24%

Male
76%

Interpretation: According to the graph, 76% of the respondents are males and the rest
24% of the respondents are female.

38
 3. Classification of respondents on the basis of age
Table 4.3: Age of the respondents

Age Number of Percentage

respondents
< 20 8 9%
20 - 30 28 33%
30- 40 15 18%
40 - 50 24 28%
> 50 10 12%
Total 85 100%

Figure 4.3: Age of the respondents

Age of the respondents

> 50 12%

40 - 50 28%

30- 40 18%

20 - 30 33%

< 20 9%

0% 5% 10% 15% 20% 25% 30% 35%

Interpretation: According to the graph, 33% of the respondents belong to the age group
between 20 to 30. Moreover, 28% of the respondents belonged to the age group between
40 – 50. Furthermore, 18% of the respondents belonged to age group between 30 – 40
years. Lastly 12% and 9% of the respondents belonged to the age group below 20 and
above 50 respectively.

39
 SECTION B – CUSTOMER AWARENESS AND PERCEPTION

4. Classification of respondents based on the sources of awareness of

the brand
Table 4.4: Sources of awareness of the brand

Sources Number of Percentage

respondents
Advertisements 28 33%
Word of mouth 19 22%
Websites 8 9%
Dealers 16 19%
Other 14 16%
Total 85 100%

Figure 4.4: Sources of awareness of the brand

Sources of awareness of the brand

33%
35%
30%
22%
25% 19%
20% 16%

15% 9%
10%
5%
0%

Interpretation: According to the observation, 33% of the respondents were aware of the
brand through advertisements such as posters, store displays, etc. Moreover, 27% of the
respondents were aware of the brand WIIZ Lights and Electricals LLP through word of
mouth. Furthermore, 19% of the respondents were aware of the brand through dealers
advice and recommendations. Lastly 16% and 9% of the respondents were aware through
sources such as pamphlets and brochures and websites.

40
 5. Factors influencing the customers to buy the product
Table 4.5: Factors influencing the customers

Factors Number of Percentage

respondents
Product Quality 14 16%
Features 13 15%
Price 16 19%
Durability 24 28%
Service Quality 11 13%
Brand Name 7 8%
Total 85 100%

Figure 4.5: Factors influencing the customers

Factors influencing the customers

Brand Name 8%

Service Quality 13%

Durability 28%

Price 19%

Features 15%

Product Quality 16%

0% 5% 10% 15% 20% 25% 30%

Interpretation:

According to the study, the major factor influencing the customers to buy the brand’s
products is because of the durability of the product. Moreover, 19% of the respondents are
influenced by the pricing of the products. Furthermore, 16% of the respondents were
influenced by the quality of the products. In addition, 15% of the respondents were
influenced by the features of the products. Lastly, 13% and 8% of the respondents were
influenced by the service quality and brand name respectively.

41
 6. Opinions of the respondents based on the satisfaction of the product
Table 4.6: Satisfaction of the product

Respondents Number of Percentage

Opinion respondents
Highly Satisfied 14 16%
Satisfied 35 41%
Average 25 29%
Dissatisfied 11 13%
Total 85 100%

Figure 4.6: Satisfaction of the product

Satisfaction of the product

Dissatisfied
13% Highly Satisfied
17%
Average
29%
Satisfied
41%

Highly Satisfied Satisfied Average Dissatisfied

Interpretation: According to the research, 17% of the respondents are highly satisfied by
the products sold by the WIIZ Lights and Electricals LLP. Furthermore, 41% of the
respondents are satisfied of the overall products of the company. Moreover, 29% of the
respondents are fairly satisfied by the products sold by the business. However, 13% of the
respondents are dissatisfied and is not satisfied by the overall products sold by the firm.

42
 7. Opinions of the respondents based on the satisfaction of the quality
of the product
Table 4.7: Satisfaction of the quality of the product

Respondents Number of Percentage

Opinion respondents
Highly Satisfied 14 16%
Satisfied 33 39%
Average 24 28%
Dissatisfied 14 16%
Total 85 100%

Figure 4.7: Satisfaction of the quality of the product

Satisfaction of the quality of the product

45%
39%
40%
35%
30% 28%

25%
20% 16% 16%
15%
10%
5%
0%
Highly Satisfied Satisfied Average Dissatisfied

Interpretation: According to the observation, 39% of the respondents are satisfied by the
quality maintained by the company for their products. Moreover, 28% of the respondents
are fairly satisfied by the quality of the lighting and electrical products. Furthermore, 16%
are highly satisfied by the quality for their products. However, 16% of the respondents
are also dissatisfied by the quality of the company’s products.

43
 8. Opinions of the respondents based on the satisfaction of the price of
the product
Table 4.8:Satisfaction of the price of the product

Respondents Number of Percentage

Opinion respondents
Highly Satisfied 12 14%
Satisfied 31 36%
Average 26 31%
Dissatisfied 16 19%
Total 85 100%

Figure 4.8: Satisfaction of the price of the product

Satisfaction of the price of the product

Dissatisfied 19%

Average 31%

Satisfied 36%

Highly Satisfied 14%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Interpretation: According to the observation, 31% of the respondents are satisfied by the
pricing strategies adopted by the company for their products. Moreover, 36% of the
respondents are fairly satisfied by the pricing adopted by the firm on the lighting and
electrical products. Furthermore, 14% are highly satisfied by the pricing for the products.
However, 19% of the respondents are also dissatisfied by the pricing adopted by the
company on their products.

44
 9. Opinions of the respondents based on the satisfaction of the design
of the product
Table 4.9: Satisfaction of the design of the product

Respondents Number of Percentage

Opinion respondents
Highly Satisfied 14 16%
Satisfied 34 40%
Average 26 31%
Dissatisfied 11 13%
Total 85 100%

Figure 4.9: Satisfaction of the design of the product

Satisfaction of the design of the product

Dissatisfied Highly Satisfied

13% 16%

Average
31%
Satisfied
40%

Highly Satisfied Satisfied Average Dissatisfied

Interpretation: According to the study, 40% of the respondents are satisfied by the design
of the products designed by the WIIZ Lights and Electricals LLP. Moreover, 31% of the
respondents were fairly satisfied by the design of the products of WIIZ Lights and
Electricals LLP. Furthermore, 16% of the respondents were highly satisfied by the design
of the company’s products and lastly 13% of the respondents did not like the design of the
products and were dissatisfied.

45
 10.Opinions of the respondents based on the satisfaction of the
promotions of the company
Table 4.10: Satisfaction of the promotions of the company

Respondents Number of Percentage

Opinion respondents
Excellent 15 18%
Good 31 36%
Fair 22 26%
Poor 17 20%
Total 85 100%

Figure 4.10: Satisfaction of the promotions of the company

Satisfaction of the promotions of the

company

40%

30%

20%

10%

0%
Excellent Good Fair Poor
Percentage 18% 36% 26% 20%

Interpretation: According to the observation, 36% of the respondents gave good ratings
to the promotional activity of the company. Furthermore, 26% of the respondents were
fairly satisfied by the promotional activities by the company. Moreover, 18% of the
respondents gave excellent ratings to the promotional strategies adopted by WIIZ. Lastly,
20% of the respondents gave poor ratings to the promotional strategies by the firm.

46
 11.Expectancy of customers on the delivery of goods
Table 4.11: Expectancy of customers on the delivery of goods

Respondents Number of Percentage

Opinion respondents
Yes 60 71%
No 25 29%
Total 85 100%

Figure 4.11: Expectancy of customers on the delivery of goods

EXPECTANCY OF CUSTOMERS ON THE

DELIVERY OF GOODS

No
29%

Yes
71%

Interpretation: According to the graph, 71% of the respondents agree that the expected
quantity of the products were supplied in the given time. Whereas, 29% of the respondents
did not had their products supplied to them in the given time.

47
 12. Satisfaction of the customers on the dealer’s service
Table 4.12: Satisfaction of the customers on the dealer’s service

Respondents Number of Percentage

Opinion respondents
Highly Satisfied 12 14%
Satisfied 36 42%
Average 24 28%
Dissatisfied 13 15%
Total 85 100%

Figure 4.12: Satisfaction of the customers on the dealer’s service

SATISFACTION OF THE CUSTOMERS ON

THE DEALER’S SERVICE
Dissatisfied Highly Satisfied
15% 14%

Average
28%
Satisfied
43%

Interpretation: According to the observation, 43% of the respondents were satisfied by

the services provided by the dealers to them. Moreover, 28% of the respondents were fairly
satisfied with the services provided by the dealers. Furthermore, 14% of the respondents
were very satisfied with the services provided to them. Lastly, 15% of the respondents were
not satisfied by the services provided by the dealers.

48
 13.Opinions of the respondents based regarding having complaints
Table 4.13: Opinions of the respondents based regarding having
complaints

Respondents Number of Percentage

Opinion respondents
Yes 65 76%
No 20 24%
Total 85 100%

Figure 4.13: Opinions of the respondents based regarding having

complaints

OPINIONS OF THE RESPONDENTS BASED

REGARDING HAVING COMPLAINTS
Yes No

No
24%

Yes
76%

Interpretation: According to the observation, 76% of the respondents has agreed that they
had complaints regarding the products sold by the company. Whereas, 24% of the
respondents did not had any complaints regarding the products of WIIZ Lights and
Electricals LLP.

49
 14. Reasons for having complaints
Table 4.14: Reasons for having complaints

Reasons Number of Percentage

respondents
Delivery of goods 25 38%
Quality of products 14 22%
After sales services 12 18%
Pricing 14 22%
Total 65 100%

Figure 4.14: Reasons for having complaints

Reasons for having complaints

30 45%
40%
25 38%
35%
20 30%
25%
15 22% 22% 20% Number of respondents
18%
10 15% Percentage

10%
5
5%
0 0%
Delivery of Quality of After sales Pricing
goods products services

Interpretation: According to the respondents, 38% of the respondents had complaints

regarding the delivery of goods. Moreover, 22% of the respondents were having complaints
regarding the quality of products. Furthermore, 22% of the respondents also had the
problem regarding the pricing of products. Lastly, 18% of the respondents were having
complaints regarding the after sales service provided by the company.

50
 15.The time taken to solve the customer complaint

Table 4.15: Time taken to solve the complaint

Time Taken Number of Percentage

respondents
On the same day 12 18%
Within 1 to 2 days 14 22%
Within 3 days 19 29%
More than 3 days 20 31%
Total 65 100%

Figure 4.15: Time taken to solve the complaint

Time taken to solve the complaint

35%
30%
25%
20%
15%
10%
5%
0%
On the same Within 1 to 2 Within 3 More than 3
day days days days
Percentage 18% 22% 29% 31%

Interpretation: According to the observation, 18% of the respondents has their complaints
solved within the same day. Moreover, 22% of the respondents had their complaints solved
within 1 to 2 days. Furthermore, 29% of the respondents had their complaints and problems
solved within 3 days. Lastly, 31% of the respondents also had their issues solved more than
3 days.

51
 16.Satisfaction of the after sales services provided to the customers
Table 4.16:Satisfaction of the after sales services provided to the
customers

Respondents Number of Percentage

Opinion respondents
Highly Satisfied 10 12%
Satisfied 14 16%
Average 25 29%
Dissatisfied 36 42%
Total 85 100%

Figure 4.16: Satisfaction of the after sales services provided to the

customers

Satisfaction of the after sales services

provided to the customers

Dissatisfied

Average

Satisfied

Highly Satisfied

0% 10% 20% 30% 40% 50%

Highly Satisfied Satisfied Average Dissatisfied

Percentage 12% 16% 29% 42%

Interpretation: According to the observation, 12% of the respondents were highly

satisfied by the after sales provided to them. Moreover, 16% of the respondents were just
satisfied by the after sales services provided by the company. However, 29% of the
respondents were fairly satisfied by the after sales services provided to them. Furthermore,
42% of the respondents were not very satisfied by the after sales services provided to them.

52
 17.Satisfaction of the responsiveness of the company’s customer
services team to your needs?
Table 4.17: Satisfaction of the responsiveness of the company’s customer
services team

Respondents Number of Percentage

Opinion respondents
Highly Satisfied 13 15%
Satisfied 36 42%
Average 25 29%
Dissatisfied 11 13%
Total 85 100%

Figure 4.17: Satisfaction of the responsiveness of the company’s customer

services team

Satisfaction of the responsiveness of the

company’s customer services team

Dissatisfied

Average

Satisfied

Highly Satisfied

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Highly Satisfied Satisfied Average Dissatisfied
Percentage 15% 42% 29% 13%

Interpretation: According to the graph, 42% of the respondents were satisfied with the
responsiveness of the customer services team according to their needs. Moreover, 29% of the
respondents were averagely satisfied by the responsiveness of the company’s service team meeting
their needs. Furthermore, 15% of the respondents were highly satisfied by the company’s service
team meeting their needs accordingly and lastly, 13% of the respondents were not satisfied by the
company’s service team responsiveness to the customer needs.

53
 18.Satisfaction of the technical expertise of the technical support group
of the company.
Table 4.18: Satisfaction of the technical expertise of the technical support
group

Respondents Number of Percentage

Opinion respondents
Highly Satisfied 24 28%
Satisfied 37 44%
Average 14 16%
Dissatisfied 10 12%
Total 85 100%

Figure 4.18: Satisfaction of the technical expertise of the technical

support group

Satisfaction of the technical expertise

of the technical support group
Dissatisfied
12%
Highly Satisfied
28%
Average
16%

Satisfied
44%

Highly Satisfied Satisfied Average Dissatisfied

Interpretation: According to the tables and graphs, 44% of the respondents were satisfied
with the technical expertise and knowledge of the WIIZ technical support group. Moreover,
28% of the respondents were highly satisfied with the technical skills and knowledge of
the company’s technical support group. Furthermore, 16% of the respondents were
averagely satisfied by the technical expertise of the technical support group. However, 12%
of the respondents were not very satisfied by the expertise of the technical support group.

54
 19.Satisfaction of the packaging of the product
Table 4.19: Satisfaction of the packaging of the product

Respondents Number of Percentage

Opinion respondents
Highly Satisfied 38 45%
Satisfied 23 27%
Average 13 15%
Dissatisfied 11 13%
Total 85 100%

Figure 4.19: Satisfaction of the packaging of the product

Satisfaction of the packaging of the

40 product 50%
35 45%
40%
30
35%
25 30%
20 25%
15 20%
15%
10
10%
5 5%
0 0%
Highly
Satisfied Average Dissatisfied
Satisfied
Number of respondents 38 23 13 11
Percentage 45% 27% 15% 13%

Interpretation: According to the table and graph above, 45% of the respondents were very
satisfied with the packaging of the company’s products with respect to maintaining damage
free products. Moreover, 27% of the respondents were satisfied by the packaging of the
company’s products. Furthermore, 15% of the respondents were averagely satisfied by the
packaging of the products. Lastly, 13% of the respondents were not satisfied by the
packaging of the products sold by the company WIIZ Lights and Electricals.

55
 20.Opinions of respondents recommending the brand to others
Table 4.20: Recommending the brands to others

Respondents Number of Percentage

Opinion respondents
Yes 67 79%
No 18 21%
Total 85 100%

Figure 4.20: Recommending the brands to others

RECOMMENDING THE BRANDS TO

OTHERS

No
21%

Yes No

Yes
79%

Interpretation: According to the graph, 79% of the respondents had agreed to recommend
the brand to other people such as different business deals, friends, etc.. Whereas, 21% of
the respondents would not recommend the brand WIIZ to others.

56
 CHAPTER V: FINDINGS,
RECOMMENDATIONS AND
CONCLUSIONS

57
FINDINGS

1. According to the observation, 33% of the respondents are business owners.

Moreover, 28% of the respondents are belonging to the professional category.
Furthermore, 18% of the respondents are salaried employees working in private or
public sector firms. Lastly, 21% of the respondents are mainly students and
housewives. To conclude, majority of the respondents are mainly business owners
and professionals.

2. According to the graph, 76% of the respondents are males and the rest 24% of the
respondents are female.

3. According to the graph, 33% of the respondents belong to the age group between
20 to 30. Moreover, 28% of the respondents belonged to the age group between 40
– 50. Furthermore, 18% of the respondents belonged to age group between 30 – 40
years. Lastly 12% and 9% of the respondents belonged to the age group below 20
and above 50 respectively.

4. According to the observation, 33% of the respondents were aware of the brand
through advertisements such as posters, store displays, etc. Moreover, 27% of the
respondents were aware of the brand WIIZ Lights and Electricals LLP through
word of mouth. Furthermore, 19% of the respondents were aware of the brand
through dealers advice and recommendations. Lastly 16% and 9% of the
respondents were aware through sources such as pamphlets and brochures and
websites.

5. According to the study, the major factor influencing the customers to buy the
brand’s products is because of the durability of the product. Moreover, 19% of the
respondents are influenced by the pricing of the products. Furthermore, 16% of the
respondents were influenced by the quality of the products. In addition, 15% of the
respondents were influenced by the features of the products. Lastly, 13% and 8%

58
 of the respondents were influenced by the service quality and brand name
respectively.

6. According to the research, 17% of the respondents are highly satisfied by the
products sold by the WIIZ Lights and Electricals LLP. Furthermore, 41% of the
respondents are satisfied of the overall products of the company. Moreover, 29%
of the respondents are fairly satisfied by the products sold by the business.
However, 13% of the respondents are dissatisfied and is not satisfied by the overall
products sold by the firm.

7. According to the observation, 39% of the respondents are satisfied by the quality
maintained by the company for their products. Moreover, 28% of the respondents
are fairly satisfied by the quality of the lighting and electrical products.
Furthermore, 16% are highly satisfied by the quality for their products. However,
16% of the respondents are also dissatisfied by the quality of the company’s
products.

8. According to the observation, 31% of the respondents are satisfied by the pricing
strategies adopted by the company for their products. Moreover, 36% of the
respondents are fairly satisfied by the pricing adopted by the firm on the lighting
and electrical products. Furthermore, 14% are highly satisfied by the pricing for the
products. However, 19% of the respondents are also dissatisfied by the pricing
adopted by the company on their products.

9. According to the study, 40% of the respondents are satisfied by the design of the
products designed by the WIIZ Lights and Electricals LLP. Moreover, 31% of the
respondents were fairly satisfied by the design of the products of WIIZ Lights and
Electricals LLP. Furthermore, 16% of the respondents were highly satisfied by the
design of the company’s products and lastly 13% of the respondents did not like
the design of the products and were dissatisfied.

59
10. According to the observation, 36% of the respondents gave good ratings to the
promotional activity of the company. Furthermore, 26% of the respondents were
fairly satisfied by the promotional activities by the company. Moreover, 18% of the
respondents gave excellent ratings to the promotional strategies adopted by WIIZ.
Lastly, 20% of the respondents gave poor ratings to the promotional strategies by
the firm.

11. According to the graph, 71% of the respondents agree that the expected quantity of
the products were supplied in the given time. Whereas, 29% of the respondents did
not had their products supplied to them in the given time.

12. According to the observation, 43% of the respondents were satisfied by the services
provided by the dealers to them. Moreover, 28% of the respondents were fairly
satisfied with the services provided by the dealers. Furthermore, 14% of the
respondents were very satisfied with the services provided to them. Lastly, 15% of
the respondents were not satisfied by the services provided by the dealers.

13. According to the observation, 76% of the respondents has agreed that they had
complaints regarding the products sold by the company. Whereas, 24% of the
respondents did not had any complaints regarding the products of WIIZ Lights and
Electricals LLP.

14. According to the respondents, 38% of the respondents had complaints regarding
the delivery of goods. Moreover, 22% of the respondents were having complaints
regarding the quality of products. Furthermore, 22% of the respondents also had
the problem regarding the pricing of products. Lastly, 18% of the respondents were
having complaints regarding the after sales service provided by the company.

15. According to the observation, 18% of the respondents has their complaints solved
within the same day. Moreover, 22% of the respondents had their complaints solved
within 1 to 2 days. Furthermore, 29% of the respondents had their complaints and

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 problems solved within 3 days. Lastly, 31% of the respondents also had their issues
solved more than 3 days.

16. According to the observation, 12% of the respondents were highly satisfied by the
after sales provided to them. Moreover, 16% of the respondents were just satisfied
by the after sales services provided by the company. However, 29% of the
respondents were fairly satisfied by the after sales services provided to them.
Furthermore, 42% of the respondents were not very satisfied by the after sales
services provided to them.

17. According to the graph, 42% of the respondents were satisfied with the
responsiveness of the customer services team according to their needs. Moreover,
29% of the respondents were averagely satisfied by the responsiveness of the
company’s service team meeting their needs. Furthermore, 15% of the respondents
were highly satisfied by the company’s service team meeting their needs
accordingly and lastly, 13% of the respondents were not satisfied by the company’s
service team responsiveness to the customer needs.

18. According to the tables and graphs, 44% of the respondents were satisfied with the
technical expertise and knowledge of the WIIZ technical support group. Moreover,
28% of the respondents were highly satisfied with the technical skills and
knowledge of the company’s technical support group. Furthermore, 16% of the
respondents were averagely satisfied by the technical expertise of the technical
support group. However, 12% of the respondents were not very satisfied by the
expertise of the technical support group.

19. According to the table and graph above, 45% of the respondents were very satisfied
with the packaging of the company’s products with respect to maintaining damage
free products. Moreover, 27% of the respondents were satisfied by the packaging
of the company’s products. Furthermore, 15% of the respondents were averagely
satisfied by the packaging of the products. Lastly, 13% of the respondents were not

61
 satisfied by the packaging of the products sold by the company WIIZ Lights and
Electricals.

20. According to the graph, 79% of the respondents had agreed to recommend the brand
to other people such as different business deals, friends, etc.. Whereas, 21% of the
respondents would not recommend the brand WIIZ to others.

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RECOMMENDATIONS

 WIIZ Lights and Electricals LLP should maintain good relationship with the
dealers.
 WIIZ Lights and Electricals LLP should provide more promotional scheme to its
dealers and increase its promotional activities.
 WIIZ Lights and Electricals LLP should give more advertisement as it lacks in
advertisement and sales promotional activities.
 Company should improve After Sale Service and delivery schedule as it is very
important for dealers and customers’ satisfaction.
 Though product quality is good company should introduce more products with
latest technology and improve features.
 WIIZ Lights and Electricals LLP should reduce the complaint resolution time for
improve customer satisfaction.
 There is a need of further quality improvement.

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CONCLUSIONS

As there is very tough competition in the market it is becoming more important to have
satisfied trade partners and customers to stay in market and to retain and gain new customer
and for the growth of the company. WIIZ Lights and Electricals LLP is competing with
many established Indian and global brands and has mostly achieved in satisfying its
customers as well as dealers. It is evident from this study and WIIZ Lights and Electricals
LLP is advised to maintain its Quality and improve its service and products. The study has
been successful in knowing the Traders’ and Customers’ satisfaction towards WIIZ Lights
and Electricals LLP, in Hyderabad.

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ANNEXURE

65
QUESTIONNAIRE

Measurement of Brand Awareness and Brand Perception of WIIZ Lightings and

Electicals LLP

1. Name
__________________________________________________________
2. Address
__________________________________________________________

3. What is your occupation?

 Business Owner
 Salaried Employee
 Professional
 Other:

4. What is your gender

 Female
 Male

5. What is your age?

 <20
 20 to 30
 30 - 40
 40 - 50
 >50

66
 6. Through what sources did you come to know about the brand?
 Advertisement
 Word of mouth
 Websites
 Dealers
 Other:

7. Which factor enables you to purchase the products of WIIZ Lighting and
Electrical LLP?
 Product Quality
 Features
 Price
 Durability
 Service Quality
 Brand Name
 Other:

8. Are you satisfied with product you are using?

 Yes
 No

9. How do you feel about the quality of WIIZ Lighting and Electrical LLP
 Highly Satisfied
 Satisfied
 Average
 Dissatisfied

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 10. How satisfied are you with the price of your products?
 Highly Satisfied
 Satisfied
 Average
 Dissatisfied

11. How satisfied are you with the design of your products?
 Highly Satisfied
 Satisfied
 Average
 Dissatisfied

12. How do you rate the Promotional Activities by the company?

 Excellent
 Good
 Satisfactory
 Poor

13. Whether the expected quantity of the company's products supplied you in
time?
 Yes
 No

14. What do you feel about the dealers dealing with you in the company?
 Highly Satisfied
 Satisfied
 Average
 Dissatisfied

68
 15. Do you have any complaints regarding the products of the company?
 Yes
 No

If yes, please specify the reason

 Delivery of goods
 Quality of products
 After sales services
 Pricing

16. Within How much time your complaint has been resolved?
 On the same day
 Within 2 days
 Within 3 days
 More than 3 days

17. What do you feel about the after sales services given by the company?
 Highly Satisfied
 Satisfied
 Average
 Dissatisfied

18. How satisfied are you with the responsiveness of our customer services
team to your needs?
 Highly Satisfied
 Satisfied
 Average
 Dissatisfied

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 19. How satisfied are you with the technical expertise of our technical support
group
 Highly Satisfied
 Satisfied
 Average
 Dissatisfied

20. How satisfied are you with the packaging of our products with respect to
maintaining damage free products?
 Highly satisfied
 Satisfied
 Average
 Dissatisfied

21. Do you recommend the brand WIIZ to others?

 Yes
 No

22. Do you have any suggestions to improve our brand?

 Yes
 No

If yes, please specify

_________________________________________________________________

70
 BIBLIOGRAPHY

BOOKS:

 Aakar, D.A. and Day, G.S., ―MARKETING RESEARCH‖, John Wiley and Sons
Inc., 9th Edition, 2007.
 Kotler, Philip, Armstrong, Gary, Saunders, John and Wong, Veronica,
―PRINCIPLES OF MARKETING‖, Hemstead, Prentice Hall, Europe, 1996, pp.
4-14.
 Kotler, Philip, ―MARKETING MANAGEMENT: ANALYSIS, PLANNING
AND CONTROL‖, Engel Wood Cliffs, N. J.: Prentice Hall, 1967, pp. 6-33.
 Bearden, W. O., Netemeyer, R. G., Teel, J. E. (1989). Measurement of consumer
susceptibility to interpersonal influence. Journal of Consumer Research, 15, 473-
481.

WEBSITES:

 https://google.com
 http://www.wiizled.com/Lights/LED/About-Us
 https://en.wikipedia.org/wiki/Brand_awareness
 https://www.businesswire.com/news/home/20171222005347/en/India-LED-
Lighting-Market-Competition-Forecast-Opportunities

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