“A STUDY ON SALES PROMOTION OF QUICK HEAL ANTI-VIRUS IN

SANS PAREIL IT SERVICES PVT LTD”

BY
JEEVITHA.M
REG No : 32009631024
Of
SRR Engineering College
A Project Report
(BA9211 - Summer Project report)
Submitted to the
FACULTY OF MANAGEMENT STUDIES
In Partial Fulfillment of the Requirements
For The Award of the Degree
Of
MASTER OF BUSINESS ADMINISTRATION
ANNA UNIVERSITY
CHENNAI-600025
AUGUST 2010
 SRR ENGINEERING COLLEGE
PADUR, CHENNAI- 603103
DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE

This is to certify that the project report on ‘A STUDY ON SALES PROMOTION OF QUICK
HEAL ANTI-VIRUS IN SANS PAREIL IT SERVICES PVT LTD’ is a bonafide Summer
project work done by JEEVITHA.M, a full time student of the department of management
studies, SRR Engineering College, in partial fulfillment of the requirements for the award of the
degree of Master of Business Administration of Anna University, during the year 2010 – 2011.

MRS.MUTHU CHITRA.M Prof. G.DILEEP

Faculty Guide HOD
 DECLARATION

I JEEVITHA.M here by declare that the Summer Project work entitled “‘A STUDY ON
SALES PROMOTION OF QUICK HEAL ANTI-VIRUS IN SANS PAREIL IT
SERVICES PVT LTD’” submitted to the Anna University in partial fulfillment of the
requirements for the Degree MASTER OF BUSINESS ADMINISTRATION is an authentic
record of work carried out by me under the guidance of MRS. MUTHU CHITRA.M, Faculty,
MBA Department, SRR Engineering College and MR.L.ALLEN,HR MANAGER IN SANS
PAREIL IT SERVICES PVT LTD.

JEEVITHA.M
 ACKNOWLEDGEMENT

I am in debt to our Honorable Chairman. Dr.JEPPIAR B.A, B.L, Ph.D for providing excellent
environment and infrastructure in SRR Engineering College, Padur, Chennai for successfully
completing my MBA course.

I thank our Principal Dr.T.SASIKALA for providing all the required facilities for completing
the project work.

My sincere regards are also due to our beloved HOD Department of Management Studies,
Prof.G.Dileep for permitting me to do the project work in SANS PAREIL IT SERVICES PVT
LTD; I sincerely acknowledge the help extended by Mr.L.ALLEN for allowing me to do the
project work in their esteemed organization.

Lastly and most importantly I thank my guide MRS.MUTHU CHITRA.M, MBA faculty
member, for the successful completion of the summer project work.
 TABLE OF CONTENTS

CHAPTER CHAPTER HEAD PAGE NO.

I Introduction 1
II Company Profile 4
III Review of Literature 15
IV Research Methodology 17
V Analysis and interpretation 25
VI Findings 55
VII Suggestion 57
VIII Conclusion 58
Bibliography 59
Appendix Questionnaire 60
 LIST OF TABLES

S.NO CONTENT PAGE NO

1 AGE OF THE RESPONDENTS 25
2 OCCUPATION OF THE RESPONDENTS 27
3 HOUSEHOLD INCOME OF THE RESPONDENTS 29

4 USAGE OF ANTI-VIRUS SOFTWARE 31

5 CONSIDERATION OF OTHER BRAND WHILE BUYING 33

ANTI-VIRUS
6 SOURCE OF PURCHASE 35

7 USAGE OF QUICK HEAL ANTI-VIRUS SOFTWARE BY 37

CUSTOMERS
8 BRAND CONSIDERATIO BY RESPONDENTS 39

9 SOURCE OF AWARENESS BY THE RESPONDENTS 41

10 LEVEL OF SATISFACTION OF QUICK HEAL ANTI- 43

VIRUS SOFTWARE
11 FACTOR INFLUENCED THE CUSTOMER TO CHOOSE 45
QUICK HEAL ANTI-VIRUS SOFTWARE
12 FAVOURITE FEATURE OF QUICK HEAL ANTI-VIRUS 47
BY
RESPONDENTS
13 SATISFACTION LEVEL IN REMOVAL OF VIRUS 49

14 SATISFACTION OF SALES PROMOTION 51

 LIST OF CHARTS

S.NO CONTENT PAGE NO

1 AGE OF THE RESPONDENTS 26

2 OCCUPATION OF THE RESPONDENT 28

3 HOUSEHOLD INCOME OF THE RESPONDENT 30

4 IMAGE OF ANTI-VIRUS SOFTWARE 32

5 SOURCE OF PURCHASE 34

6 RESPONDENTS PURCHASE MODE 36

7 USAGE OF QUICK HEAL ANTI-VIRUS SOFTWARE BY 38

CUSTOMERS
8 BRAND CONSIDERATIO BY RESPONDENTS 40

9 SOURCE OF AWARENESS BY THE RESPONDENTS 42

10 LEVEL OF SATISFACTION OF QUICK HEAL ANTI- 44

VIRUS
SOFTWARE
11 FACTOR INFLUENCED THE CUSTOMER TO CHOOSE 46
QUICK HEAL ANTI-VIRUS SOFTWARE
12 FAVOURITE FEATURES OF QUICK HEAL ANTI- 48
VIRUS BY
RESPONDENTS
13 SATISFACTION LEVEL INCUSTOMER TOWARDS 50
REMOVAL OF VIRUS
14 SATISFACTION OF SALES PROMOTION 52
 CHAPTER-1

INTRODUCTION

Promotion

Promotion is tool with which public will be informed about the availability of a particular
product or service and the uses of such product. Production decides the increase in demand for a
product, promotion will make the prospective buyers to know about the want, satisfying
characteristics of the product, its price and place of availability. This term includes
advertisement, personal selling sales promotion and other selling tools which are increasing the
sales volume.

Sales Promotion

Sales promotion is different promotion, Sales promotion refers to those marketing

activities other than personal selling, advertisement and publicity, which stimulate consumer
purchasing and dealer effectiveness, such as displays, shows and expositions, demonstrations and
various non-recurrent selling efforts not in the ordinary routine. Its purpose is to increase the
desire of salesman, distributors and dealers to sell a certain brand and to make consumers more
eager to buy that brand. This includes sales activities which supplement both personal selling and
advertising.

Sales promotion is only a part of promotion. Promotion includes sales promotion,

advertising, personal selling etc. Promotion helps to make all other marketing activities more
effective and efficient, but sales promotion helps only to sales activity. Sales promotion may be
done with the help of tools like displays, exhibitions, free sample coupons, premium etc

1
Advertising And Sales Promotion

Adverting is only one element of the promotion mix, but it often considered
prominent in the overall marketing mix design. Its high visibility and pervasiveness
made it as an important social and encomia topic in Indian society.

Promotion may be defined as “the co-ordination of all seller initiated efforts

to set up channels of information and persuasion to facilitate the scale of a good or
service.” Promotion is most often intended to be a supporting component in a
marketing mix.

Promotion decision must be integrated and co-ordinated with the

rest of the marketing mix, particularly product/brand decisions, so that it may
effectively support an entire marketing mix strategy. The promotion mix consists
of four basic elements. They are:-

1 Advertising

Is the dissemination of information by non-personal means

through paid media where the source is the sponsoring organization.

2. Personal selling

Is the dissemination of information by non-personal

methods, like face-to-face, contacts between audience and employees of the
sponsoring organization. The source of information is the sponsoring
organization
 2

3. Sales promotion

Is the dissemination of information through a wide variety

of activities other than personal selling, advertising and publicity which
stimulate consumer purchasing and dealer effectiveness.

4. Publicity

Is the disseminating of information by personal or non-personal

means and is not directly paid by the organization and the organization is
not the source.
 3

CHAPTER-2

2. COMPANY PROFILE

Company Highlights
\

 Sans Pareil IT Services Private Limited a Leading Software Development Company

provides a wide spectrum of IT Services in Finland, Hong Kong, Mauritius & Chennai

 Our clients span a diverse range of industries and vary in size from the medium to very

large organization Basically originated in Finland, having Off- Shore & On - Shore

Research and Development Support Centres in Finland, and support clients throughout

India, Australia and Switzerland.

 We are proud of our Research and Development capabilities and have been the

recipients of government grants and incentives over the years

 We provide a powerful set of techniques and standards, which we call the Fail-Safe

Implementation Cycle (FSIC)

 We have an outstanding record of profitability since our inception. Our financial

strength and stability is backed by a strong balance sheet

 4

Mission

 Delivering high tech services of exceptional quality for organizations around the

globe

 Sans Pareil accomplishes this by attracting, retaining, and supporting the most
talented engineers, business professionals, Support staff through creating a superior
professional environment

Values

 Exceptional Quality of service

 Clients are the topmost asset

Philosophy

 Superior architecture, design and open standards which is truly vendor neutral are
the driving principle

 Sans Pareil drives “Right information, in the hands of the Right People, at the
right time”
 5

Areas of Expertise

 Document Management Applications

 E-Business

 Enterprise Resource Management Applications

 Low-Level / System-Level Programming

 Pervasive Computing / Mobile Technologies

 Web Development and Content Management Tool

 6

IT Services

 Software Engineering Services

 Managed Off – Shore facilities

  Managed IT Services

 IT Consulting

Quality Support

Sans Pareil IT Services Private Limited offers exceptional quality in its services and
always puts customers first, striving to exceed expectations at all times. Our goal is to guarantee
that every system, component and process meets specified requirements and customer
expectations. We consistently employ software quality assurance activities to maintain high
quality in our software-related work items. By reviewing the product throughout the
development life cycle, we're able to eliminate software defects at critical points in the process.
During quality control activities, we rigorously test the finished product to detect defects before
shipping to customers. Quality management provides continuous process improvement to the
software product development lifecycle, and defect prevention to the process itself.

Team-Driven and Supported

The Software Quality Team offers support and guidance to Sans Pareil's business units in the
areas of:
Software Standards:  Software quality standards drive our organizations to consistently meet
the industry standards of the International Organization of Standardization (ISO), the Software
Engineering Institute-Capability Maturity Model (SEI/CMM), the Capability Maturity Model
Integration (CMMI) and the Institute of Electrical and Electronics Engineers (IEEE®), as well as
our own quality standards.

Compliance to Standards:  To maintain software quality, we perform consistent internal quality
assurance audits/capability gap assessments of our business units, and external process
performance audits/assessments of our third-party software suppliers. The metrics and audit
report results are promptly communicated to management.

Training:  Sans Pareil business units are educated in software techniques and models, tool
usage and quality engineering best practices. We help each business unit establish worldwide
training programs on how to use and implement quality processes, and provide on-going training

Methods/Tools:  The Software Quality Team provides assistance to Sans Pareil's Software
Development organizations in evaluating and analyzing internal and third-party tools for
productivity enhancement and use in product development.
Software Change Action Board:  Co-chaired by the Software Quality Team, the board reviews
production software releases that will be used to test qualified products before shipment to
customers. These include probe, burn-in and final test software programs.

Customer Interface:  The Software Quality Team interfaces with external customers to resolve
released software issues and to discuss software process improvement. We also conduct software
process audits in conjunction with Sans Pareil Software Quality Engineering and customers at
third-party supplier sites

Business Model
 10

Few of our Potential Clientele

 Tyche International Pte Ltd

 Saheras International

 M S Estates
 I-Dreaam

 Exotic Power Solutions Private Limited

 Big Thahir’s

 Great Modular Kitchen

 Great Furniture’s

 Hafsa Builders

 Mi-tech Systems

 Multiplex Signages

 Sign Mart

11
 Supreme Foundation (P) Limited

 Chennai Engineering Coating Company P Ltd

 Chattels Inc

 Quench Beverages

 Advanced Fertility Centre

 Rakesh Credits Limited

 Torvin Audio Systems

 Calai Communications Private Limited

 Power Electronics Limited

12
 2.1 PRODUCT PROFILE

QUICK HEAL

OVERVIEW

Quick Heal Technologies is India’s leading provider of Internet Security tools and is a
leader in Anti-Virus Technology in India. A privately held company, Quick Heal Technologies
was founded in 1993 and has been actively involved in Research and Development of anti-
virus software since then.
 
Quick Heal Technologies has established Quick Heal product family as industry
benchmark for computer security. Quick Heal, an award winning security product is installed
in corporate, small business and consumers’ homes protecting their computers from viruses
and other malicious threats. Serving millions of users worldwide, Quick Heal Technologies
employs more than 350 people in eighteen branch offices and is headquartered at Pune, India.
 

Quick Heal Technologies was formed for catering the demand of highly reliable anti-virus
software, which would successfully tackle the growing number of virus problems and give
computer users reliable and affordable product option. Quick Heal Technologies is focused to
provide products and services of high quality and adapt to the ever changing needs of
consumers’. Quick Heal Technologies has firmly established its position in India and also
operates through a network of dealers and channel partners in more than 50 countries
worldwide.

13
GLOBAL PERSPECTIVE

In more ways than one, Quick Heal Technologies today has gained a position of
strength and credibility on the AntiVirus map of the world. It is, for the company, the dawn of a
new perspective, no longer confined to domestic industry leadership but signifying the
emergence of a global institution with the caliber and competence that global presence demands.

What this means is a disciplined and dedicated effort to surpass levels of excellence
the company has achieved in the past; it means bench-marking the merits of some of the most
successful companies in the world; it means having to position one’s product in line with some
of the best available in the international market place. It is a task we, at Quick Heal
Technologies, have worked hard to achieve, shaping the skills at our disposal to attain world
standards – right from the software engineering and quality assurance processes to products that
excel in performance; from effective communication and promotion to widespread networking
and successful marketing strategies; from inspired employee culture and innovation to good
corporate governance.

In more ways than one, we have taken to the world order and it is for us now to
seek and cross frontiers that we have never attempted before.

14
 CHAPTER -3

3. REVIEW OF LITREATURE

Sales promotion is an incentive given to the consumer to buy the company’s products or
services. Although some sales promotions can be continuous (frequent flier miles), most of such
programs are short-term.

They are usually used to cash in on a particular season or festival. Sales promotions
sometimes can be a better choice compared to advertising when the customer base is small and
geographically distributed.

Marketers have found that in the information world where the customers are continuously
bombarded with nearly infinite amount of messages, advertising alone is not enough. To meet
their sales they must use additional promotional methods in addition to advertising. Also, the
high cost of advertising may cause marketers to seek alternative, lower cost promotional
techniques to meet their goals. This role is fulfilled by sales promotion.

In this report, we will talk about the importance of sales promotions and the different
types of sales promotions. We will explore the various options available to us other than sales
promotion. Different types of sales promotions are most effective depending on the stage of the
product life cycle. We will thus look at the options which the marketer should follow to get
maximum benefit out of the promotion campaign.

Before reaching a definite answer, we will also need to look at some of the possible
negative effects of sales promotion. By exploring all these areas, we feel that we will be able to
answer the question as

15
What is Sales Promotion?

Sales promotion describes promotional methods using special short-term techniques

to persuade members of a target market to respond or undertake certain activity.

As a reward, marketers offer something of value to those responding generally in the form of
lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the
inclusion of additional value-added material (e.g., something more for the same price).

Sales promotions are often confused with advertising. For instance, a television
advertisement mentioning a contest awarding winners with a free trip to a Caribbean island may
give the contest the appearance of advertising.

While the delivery of the marketer’s message through television media is certainly
labeled as advertising, what is contained in the message, namely the contest, is considered a sales
promotion.

In a time when customers are exposed daily to a nearly infinite amount of

promotional messages, many marketers are discovering that advertising alone is not enough to
move members of a target market to take action, such as getting them to try a new product.
Instead, marketers have learned that to meet their goals they must use additional promotional
methods in conjunction with advertising.

Other marketers have found that certain characteristics of their target market (e.g.,
small but geographically dispersed) or characteristics of their product (e.g., highly complex)
make advertising a less attractive option. For these marketers better results may be obtained
using other promotional approaches and may lead to directing all their promotional spending to
non-advertising promotions.

16
 CHAPTER- 4

4. RESEARCH METHODOLOGY

DEFINITON OF RESEARCH:
According to Clifford woody, research comprise defining and redefining
problem, formulating hypothesis of suggested solution. Collecting organizing and evaluating
data, making deduction and reaching conclusion and at last carefully testing the conclusion to
determine whether they fit the following hypothesis. A way to systematically solve the research
problem along with the logic behind, define research methodology. It explains why the research
study has been understand, how the problem has been collected and what way and why the
hypothesis has been formulated, what data have been collected and what particular method has
been adopted, why particular technique of analyzing data has been used and a host of similar
other questions are usually answered concerning a research problem or study.

RESEARCH DESIGN
“A Research design is the arrangement of conditions for collecting and analysis of
data in a manner that aims to combine relevance to the research purpose with economy in
procedure.” According to Kerlinger Research design is the plan, structure and strategy of
investigation conceived so as to obtain answers to research questions and control variance.

DESCRIPTIVE RESEARCH
Descriptive research includes surveys and fact-findings enquires of different
kinds. The major purpose of descriptive research is description of the state of affairs, as it exists
at present. The research design used for this study is descriptive in nature. It is the simplest form
of research design.
17
SAMPLE DESIGN
A definite plan for obtaining a sample from a given population i.e.; the technique
adopted in selecting items for the sample.

SAMPLE UNIT:
A decision has to be taken concerning a sampling unit before selecting sample. Here
the sampling unit includes the customers of SANS PAREIL IT SERVICES PVT LTD.

SAMPLING TECHNIQUE:
A non-probability sample is the one in which the sampling units are selected by
chance and for which there is a known chance of each unit being selected.

SAMPLING TYPE:
In this study convience sampling type is used.

SAMPLING SIZE:
Based on the sampling method adopted the sampling size arrived at 50.

SOURCE OF DATA:
The task of data collection begins after a research problem has been defined and
research design/plan has been chalked out. Both the primary and secondary data has been
collected.

18
PRIMARY DATA:
Primary source of data is obtained by the researcher directly from the respondent which
has not been collected previously. Primary data are first hand information collected through
various methods such as observation and interviewing. The primary data was collected through
questionnaire by surveying the mentioned sample unit.

SECONDARY DATA:
Secondary data is referred to the information already available either published or
unpublished. Secondary data is also collected through books, periodicals, magazines and
websites on safety and welfare.

RESEARCH INSTRUMENT:

The instrument used for the study is questionnaire. Questionnaire is widely used and
important method to collect primary data for any research program. Data collection through
questionnaire is quite popular, particularly in case of big enquires. Each questionnaire was given
to an individual and humbly requested to fill it in my present. The objective of the study was
kept in mind while setting up the questionnaire.

TYPES OF RESEARCH:

The type of research used by the researcher is descriptive. “Descriptive research” is the
arrangement of conditions for collection and analysis of data in a manner that aims to combine
the relevance to research purposes with the economy in procedure. The major purpose of
descriptive research is the description of the state of affairs, as it exists at present. In other terms,
the term ex-post facto research is used for descriptive research study.

19
STATISTICAL TOOLS:
The data collected are classified, analyzed and tabulated. The statistical tools are
applied for the analysis of the data. The tools used are percentage method and chi – square test
And weighted average method.

Percentage Method

Percentages are used in making comparison between two or more series of data. Percentage
can also be used to compare relative terms, the distribution of two or more series of data.

Formula:
Percentage (%) = No. of respondents x 100
Total no. of respondent

Weighted Average Method:

The weighted moving average is obtained on dividing the weighted moving totals by the
sum of weights. Let X1, X2, X3, X4….Xn occur with weights W1, W2, W3…Wn then

20
 WEIGHTED MOVING AVERAGE = ∑WiXi

∑wi

A weighted moving average with appropriate weights generally used when the moving averages
are strongly affected by extreme values.

21
 4.1 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE:

To study sales promotion of quick heal Anti-virus software in sans pareil IT

services pvt ltd.

SECONDARY OBJECTIVE:

 To identify the source of awareness.

 To find out customer opinion towards the product.

 To identify customer buying behavior of the Anti-virus software.

 To suggest suitable measures to improve the sales promotion.

 22

4.2 SCOPE OF THE STUDY

Sales promotion is only a part of promotion. Promotion includes sales

promotion, advertising, personal selling etc.

Promotion helps to make all other marketing activities more effective and
efficient, but sales promotion helps only to sales activity. Sales promotion may be
done with the help of tools like displays, exhibitions, free sample coupons,
premium etc.

To examine the scope and importants of sales promotion. Sales promotion

encompasses paid marketing communication activities ( other then
advertising,publicity or personnal selling) that stimulate consumer purchase and
dealer effectiveness.

 The study emphasis the importance of the sales promotion.

 It monitors the need for improvement in Quick heal anti-virus software.

 The study helps to understand the effectiveness of sales promotion.

23
 4.3 LIMITATIONS OF THE STUDY

 The findings of the study are based on the information provided by the
respondents.
 Time spent on research was limited.
 Respondents are reluctant to give their suggestions open- mindedly.
 The study is limited to sans pareil IT services pvt ltd.so the results cannot be
generalized.

24
 CHAPTER- 5

5. DATA ANALYSIS AND INTERPRETATION

SIMPLE PERCENTAGE ANALYSIS

Table 1: AGE OF THE RESPONDENTS

Age No.of.respondents Percentage(%)

Below 20 yrs 6 12
20-30 yrs 26 52
30-40 yrs 15 30
Above 40 yrs 3 6
Total 50 100

Inference:

From the above table,it is inferred that 12% of the respondents are below age
of 20yrs,52% of the respondents are between the age of 20-30yrs,30% of the
respondents are between the age of 30-40yrs and 6% of the respondents are above
the age of 40 yrs.

25
CHART 1: AGE OF THE RESPONDENTS

Age

below 20yrs
20-30yrs
30-40yrs
above 40yrs

26
TABLE 2: OCCUPATION OF THE RESPONDENT

Occupation No. of. Percentage

Respondents (%)
Student 9 18
Pvt sector emp 19 38
Pub sector emp 19 38
Others 3 6
Total 50 100

Inference:

From the above table, it is inferred that 18% of the respondents are students,
38% of the respondents are private sector employees, 38% of the respondents are
public sector employees, and the remaining 6% are others.

27
CHART 2: OCCUPATION OF THE RESPONDENT

Others

Public Sector Emp

Column1
No.Of.Respondents
PVT Sector Emp

Student

0 2 4 6 8 10 12 14 16 18 20

28
TABLE 3: HOUSEHOLD INCOME OF THE RESPONDENTS

Household income No of Percentage

Respondent (%)
<10000 6 12
10001-20000 22 44
20001-30000 15 30
>30000 7 14
Total 50 100

Inference

From the above table it is inferred that 12% of the respondents are getting
Rs<10000 as their salary ,44%of the respondents are getting between Rs10001-
Rs20000 as their salary ,30% of the respondents are getting between Rs20001-
30000 as their salary and 14% of the respondents are getting Rs>40000 as their
salary.

29
CHART 3: HOUSEHOLD INCOME OF THE RESPONDENTS

>Rs.30,000

Rs.20,000-Rs.30,000

percentage%
No.Of.Respondents
Rs.10,000-Rs.20,000

<Rs.10,000

0 5 10 15 20 25

30

TABLE 4: USAGE OF ANTI-VIRUS SOFTWARE

 Image No. of Percentage
Respondents (%)
Less than 1 yr 12 24
1-2 yrs 27 54
More than 2 yrs 11 22
Total 50 100

Inference

From the above table it is inferred that, the usage of anti- virus software
for ,less than 1 year in 12%,the usage of the anti-virus software for 1-2 years is
54% and the usage of anti-virus software for more than 2 years is 22%.

31
TABLE 4: USAGE OF ANTI-VIRUS SOFTWARE

30

25

20

No.Of.Respondents
15
Percentage

10

0
Less than 1 Year 1-2 Years More Than 2 Years

32

TABLE 5: CONSIDERATION OF OTHER BRAND WHILE BUYING

 ANTI-VIRUS

Consideration No. of Respondents Percentage

(%)
Yes 17 34
No 33 66
Total 50 100

Inference

From the above table it is inferred that, 34% of the respondents are says
that they considered other antivirus brand while buying quick heal anti-virus and
66% of the respondents are says that they do not considered other antivirus brand
while buying quick heal anti-virus.

33
 CHART 5: CONSIDERATION OF OTHER BRAND WHILE BUYING
ANTI-VIRUS

No

No.of.Respondents
Percentage

Yes

0 5 10 15 20 25 30 35 40

34

TABLE 6: SOURCE OF PURCHASE

source of purchase No. of respondents Percentage (%)

Online 18 36
Retailer 32 64
Total 50 100

Inference

From the above table it is inferred that, 36% of the respondents purchase
their antivirus software through online and 64% of the respondents purchase their
antivirus software from retailers.

35

CHART 6: SOURCE OF PURCHASE

 percentage

ONLINE
RETAILER

36

TABLE 7: USAGE OF QUICK HEAL ANTI-VIRUS SOFTWARE BY

CUSTOMERS.
Duration No. of respondents Percentage (%)

Less than 1 yr 9 18
1-2 yrs 22 44
More than 2 yrs 19 38
Total 50 100

Inference

From the above table inferred that,18% of the respondents are using quick
heal antivirus for less than1 year,44%of the respondents are using quick heal anti
virus between 1-2 years and 38% of the respondents are using quick heal antivirus
for more than 2 year

37

CHART 7: USAGE OF QUICK HEAL ANTI-VIRUS SOFTWARE BY

CUSTOMERS.
 percentage

less than 1yr

1-2 yrs
more than 2yrs

38

TABLE 8: BRAND CONSIDERATION BY RESPONDENTS

Brand No. of respondents Percentage
(%)
Norton Anti- Virus 14 28
Avast anti-Virus 16 32
Avg Anti- Virus 7 14
Kaspersky Anti-Virus 8 16
mcAfee Anti- Virus 5 10
Total 50 100

Inference

From the above table it is inferred that,28% of the respondents said that
Norton anti virus is the other brand considered by them before buying the Quick
heal anti virus,32% of the respondents prefer Avast antivirus is the other brand
considered by them,14% of the respondents prefer Avg antivirus is the other brand
considered by them,16% of the respondents prefer Kaspersky antivirus is the other
brand considered by them and 10% of the respondents prefer mcAfee antivirus is
the other brand considered by them before buying the quick heal anti-virus.

39

CHART 8: BRAND CONSIDERATION BY RESPONDENTS

 16
14
12
10
8
6 No. of respondents
4 Percentage%

2
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40

TABLE 9: SOURCES OF AWARENESS

Source of awareness No. of Respondents Percentage (%)

SMS 11 22
WOM 8 16
Internet forum 15 30
Mall display 10 20
Advertisement 6 12
Total 50 100

Inference

From the above table it is inferred that,22% of the respondents said that
they aware of quick heal by SMS,16% of the respondents said that they aware of
quick heal by WOM,30% of the respondents said that they aware of quick heal by
Internet forums,20% of the respondents said that they aware of Mall display and
12%of the respondents said that they aware of quick heal by Advertisements.

41

CHART 9: SOURCES OF AWARENESS

 Advertisement

Mall Display

Internet Forum Percentage%

No.Of.Respondents

WOM

SMS

0 2 4 6 8 10 12 14 16

42

TABLE 10: LEVEL OF SATISFACTION OF QUICK HEAL ANTI-VIRUS

SOFTWARE.
Satisfaction factor No. of Respondents Percentage (%)

Highly Dissatisfied 6 12
Dissatisfied 8 16
Neutral 12 24
Satisfied 17 34
Highly Satisfied 7 14
Total 50 100

Inference

From the above table it is inferred that, 12% of the respondents are highly
dissatisfied with quick heal anti-virus software,16% of the respondents are
dissatisfied quick heal anti-virus software,24%of the respondents are neutral with
quick heal anti-virus software,34% of the respondents are satisfied with quick heal
anti-virus software and 14%of the respondents are highly satisfied with quick heal
anti-virus software.

43

CHART 10: LEVEL OF SATISFACTION OF QUICK HEAL ANTI-VIRUS

SOFTWARE.
 percentage

highly satisfied
satisfied
netural
dissatisfeid
highly dissatisfied

44

TABLE 11: FACTOES INFLUENCED THE CUSTOMER TO CHOOSE

QUICK HEAL ANTI-VIRUS SOFTWARE.
Factors No. of Respondents Percentage (%)\

Price discount 13 26
Extended warranty 24 48
Time period
Drive installation 10 20
Drive back up 1 2
Drive upgrade 2 4
Total 50 100

Inference

From the above table it is inferred that 26% of the respondents said price
discount is induced them to buy quick heal anti-virus software,48%of the
respondents said extended warranty time period is induced them to buy quick heal
anti-virus software,20% of the respondents said drive installation is induced them
to buy quick heal anti-virus software,2% of the respondents said drive backup is
induced them to buy quick heal anti-virus software and 4%of the respondent said
drive upgrade is induced them to buy quick heal software.

45

CHART 11: FACTORS INFLUENCED THE CUSTOMER TO CHOOSE

QUICK HEAL ANTI-VIRUS SOFTWARE.
 DriveUpgrade

DriveBackup

Drive Installation Percentage%

No.Of.Respondents

Extended Warranty

PriceDiscount

0 5 10 15 20 25

46

TABLE 12: FAVOURITE FEATURE OF QUICK HEAL ANTI-VIRUS BY

RESPONDENTS.

Features No. of Respondents Percentage (%)

Drive installation 12 24
Drive backup 19 38
Drive upgrade 19 38
Total 50 100

Inference

From the above table it is inferred that,24% of the respondents said that,
their favorite feature is drive installation,38% of the respondents said that ,their
favorite feature is drive upgrade and 38% of the respondents said that, their
favorite feature is drive upgrade.

47

CHART 12: FAVOURITE FEATURE OF QUICK HEAL ANTI-VIRUS BY

RESPONDENTS.
 percentage

drive installation
drive backup
drive upgrade

48

TABLE 13: SATISFACTION LEVEL IN REMOVAL OF VIRUS.

Removal of virus No. of Respondents Percentage (%)

Highly Dissatisfied 8 16
Dissatisfied 12 24
Neutral 14 28
Satisfied 13 26
Highly Satisfied 3 6
Total 50 100

Inference

From the above table it is inferred that, 16% of the respondents are highly
dissatisfied with the removal of virus,24% of the respondents are dissatisfied with
the removal of virus,28% of the respondents are netural in removal of virus,26% of
the respondents are highly satisfied with the removal of virus.

49

CHART 13: SATISFACTION LEVEL IN REMOVAL OF VIRUS.

 Satisfied

Highly

Satisfied
Percentage%
No.Of.Respondents
Neutral

Dissatisfied

Highly Dissatisfied

0 2 4 6 8 10 12 14

50

TABLE 14: OF SATISFACTION OF SALES PROMOTION

Promotional activity No. of Respondents Percentage (%)

Highly Dissatisfied 7 14
Dissatisfied 10 20
Neutral 16 32
Satisfied 12 24
Highly Satisfied 5 10
Total 50 100

Inference

From the above table it is inferred that 14% of the respondents highly
dissatisfied with the promotional activities,20% of the respondents are dissatisfied
with the promotional activities,32% of the respondents are netural in promotional
activities,24% of the respondents are satisfied with the promotional activities and
10% of the respondents are highly satisfied with promotional activities.

51

TABLE 14: SATISFACTION OF SALES PROMOTION

 percentage

highly dissatisfied
dissatisfied
neutral
satisfied
highly satisfied

52

WEIGHTED AVERAGE METHOD

1.Level of Satisfaction in sales promotion:

Level of Highly Dissatisfied Neutral Satisfied Highly Total weigh rank
Satisfaction dissatisfied satisfied t

SMS 19 95 7 28 4 12 12 24 8 8 167 3.3 1

WOM 1 5 8 32 11 33 15 30 15 15 115 2.3 3

Internet forum 3 15 7 28 8 24 21 22 11 11 120 2.4 2

advertisement 3 15 3 12 5 15 18 36 21 21 99 1.94 4

The weighted moving average is obtained on dividing the weighted moving totals by the
sum of weights. Let X1, X2, X3, X4….Xn occur with weights W1,W2,W3…Wn then

WEIGHTED MOVING AVERAGE = ∑WiXi

∑wi

INFERENCE:

From the above table it is inferred that ,the level of satisfaction in sales
promotion ,SMS ranks 1st,Internet forum ranks 2nd,WOM ranks 3rd and
Advertisement ranks 4th.

53

2.Source Of Effectiveness Of the Respondent:

Source of Highly effective Neutral Not Highly Total weigh Rank
effective effective effective Not t
effective

SMS 23 115 8 32 4 12 6 12 9 9 180 3.6 2

WOM 10 50 24 96 9 27 4 8 3. 3 184 3.68 1

Internet forum 7 35 17 68 16 48 4 8 6 6 165 3.3 3

advertisement 14 70 17 68 8 32 3 6 8 8 184 3.68 1

The weighted moving average is obtained on dividing the weighted moving totals by the sum
of weights. Let X1, X2, X3, X4….Xn occur with weights W1,W2,W3…Wn then

WEIGHTED MOVING AVERAGE = ∑WiXi

∑wi

INFERENCE:

From the above table inferred that the effectiveness in source,WOM and
advertisement ranked 1st,SMS ranked 2nd and Internet forum ranked 3rd.

54

CHAPTER-6

6. FINDINGS
 1. It is found that 52% of the respondents are between the age of 20-30yrs and 30% of the
Respondents are between the age of 30-40yrs.

2. It is found that 38% of the respondents are private sector employees and 35% of the
respondents are public sector employee.

3. It is found that 44% of the respondents house hold income are between Rs10,000-
Rs20, 000 and 30% of the respondent’s household income are between Rs 200001- Rs
30000.

4. It is found that 54% of the respondents are using anti-virus software for 1-2 years and 24%
of the respondents are using anti-virus software gor less than I year.

5. It is found that 66% of the respondents not considered other Antivirus software as 34%
of the respondents are consider other Antivirus software.

6. It is found that 64% of the respondents made their purchase from retailers and 36%
of the respondents made their purchase from online.

7. It is found that 44% of the respondents are using quick heal Antivirus software and 38%
of the respondents are not using quick heal Antivirus software.

8. It is found that 32 % of the respondents considerd Norton Antivirus software before

Buying this Antivirus software and 32% of the respondents considered Avast Antivirus
software before buying this Antivirus software.

9. It is found that 30% of the respondents considered Internet forums is their source of
awareness as 22% of the respondents considered SMS is their source of awareness.

10. It is found that 34% of the respondents said that they are satisfied with the quick heal anti-
virus software factor and 24% of the respondents are netural with the quick heal anti-virus
software factor.

55

11. It is found that WOM and advertisement is ranked first with the effectiveness of
promotion among the respondents and SMS is ranked second with the effectiveness of
 promotion among the respondents.

12. It is found that 48% of the respondents are induced by extended warranty and time
period&26% of the respondents are induced by price discount

13 . It is found that 35% of the respondents favorite feature is drive back up and 38% of the
Respondent’s favorite feature is drive upgrade.

14. It is found that 28% of the respondents are neither dissatisfied nor satisfied with the
Removal of virus and 26% of the respondent are satisfied with the removal of virus.

15. It is found that 32% of the respondents are neither dissatisfied nor satisfied with the
Promotional activities and 24% of the responsible are satisfied with the
Promotional activities.

56
 CHAPTER -7

7. SUGESSTION

 Majority of the customers said that the Extended warranty induced them to
buy the Quick heal Anti-virus software. so they should focus more on
Extended warranty on par with the competitors in future also.

 Drive backup is one of the feature which attracted most of the customers. So
the company can project this feature in their advertisements and sales
promotion activities, so that they can attract more customers,as well as to
satisfy them.

57
 CHAPTER-8

8. CONCLUSION

The project entitled “The study on sales promotion of Quick heal

Anti-virus in sans pareil IT services private limited”. It is concluded
that the sales promotion is satisfactory. The company should not
stop with to survive in the competitive environment, Continous
improvement is essential. So that the company should keep on
concentrating on improving the effectiveness in sales promotion. So
that they can make the customers aware of the product as well as
increasing the sales. The reasearcher has suggested suitable
measures which helps the company to improve its sales promotion.

58
 BIBLIOGRAPHY

 C.R.Kothari, Research Methodology, New Age International Publishers,

Third Reprint Edition 2004.

 Philip Kotler, Marketing management , Millennium Edition 2008.

 Paul Baisen et al, Marketing ,oxford university press,2008.

 Boyd Walker, Marketing Management,McGraw Hill , 2002.

WEBSITES

 www.google.com

 www.5paisa.com

 www.encyclopedia.com

 www.indiainfoline.com

59
 ANNEXURE

A STUDY ON SALES PROMOTION IN QUICK HEAL

ANTI-VIRUS SOFTWARE IN SANS PAREIL IT SERVICES PVT LTD.
QUESTIONNAIRE

1. Name:

2. Age:
(a)less than 20yrs (b)20-30yrs (c)30-40yrs (d)above40yrs

3. Qualification:

4. what is your occupation?

(a)student (b)private sector employee (c)public sector employee (d)others

5. Monthly household income:

(a)<Rs.10,000 (b)Rs.10,000-Rs.20,000 (c)Rs.20,001-Rs.30,000 (d)> Rs.30,000

6. How long are you using Anti-virus software?

(a)less than 1yr (b)1-2 yrs (c)more than 2 yrs

7. Did you considered other Anti-virus software while buying this Anti-virus?
(a) Yes (b) NO

7 (a).If yes what brand ------------------------------

60
8. Where did you buy this software?
(a)online (b) Retailer

9. How long are you using Quick heal Anti-virus software?

(a)less than 1 yr (b)1-2 yrs (c) more than 2 yrs

10 .Mention the brand which you consider before buying this Anti-virus software?
(a)Nortan Anti-virus( b)Avast Anti-virus (c)Avg Anti-virus (d)kaspersky Anti-
virus (e) mcAfee Anti-virus

11.Mention the source of awareness of this Quick heal Anti-virus product?

(a) SMS (b) WOM(word of mouth) (c) internet forum (d) Mall display
(e) Advertisement.

12.To what extent you are satisfied with the quick heal product factor?
(a)Highly dissatisfied (b) dissatisfied (c) Neutral (d) satisfied (e) highly satisfied.

13.Mention your level of satisfaction of below types of sales promotion ?

Particulars Highly Dissatisfied Neither Satisfied Highly

dissatisfied satisfied satisfied
nor
dissatisfied
SMS
WOM
Internet forum
Advertisemen
t

61
14.Among the above mentioned which source is highly effective?

Particulars Highly Effective Neutral Not Highly not

effective effective effective
SMS
WOM
Internet forum
Advertisemen
t

15.To what extent you are satisfied with the Quick heal product software factor?

(a) Highly dissatisfied (b)dissatisfied (c)Neither dissatisfied nor satisfied

(d)Satisfied (e)Highly satisfied

16. What induced you to buy our Quick heal product?

(a)price discount (b) Extended warranty time period (c)Drive installation

(d) Drive back up (e) Drive upgrade

17 What is your favourite feature of this Quick heal Anti-virus drive?

(a)Drive installation (b) Drive back up (c) Drive upgrade

18.To what extent you are satisfied with the removal of virus?

(a) Highly dissatisfied (b)dissatisfied (c)Neither dissatisfied nor satisfied

(d)Satisfied (e)Highly satisfied

62