A

DISSERTATION REPORT

ON

“CUSTOMER PERCEPTION ABOUT WIRES AND CABLES WITH

SPECIAL REFERENCE TO RR KABEL: A STUDY OF ROHTAK AND
BHIWANI”

Submitted to Maharshi Dayanand University, Rohtak in partial fulfillment for

Master of Business Administration (MBA)

Supervised by: Submitted by:

Dr. V.K. Kaushik Kirti Kant Soni

(Head of Department) MBA 2nd Year

Roll No.: 18MB019

University Roll No:

THE TECHNOLOGICAL INSTITUTE OF TEXTILE & SCIENCE

BHIWANI, HARYANA

(Approved by A.I.C.T.E, Affiliated to Maharshi Dayanand University, Rohtak)

SESSION (2018 – 2020)

 CERTIFICATE

Certified that the dissertation report entitled “CUSTOMER PERCEPTION ABOUT

WIRES AND CABLES WITH SPECIAL REFERENCE TO RR KABEL: A STUDY
OF ROHTAK AND BHIWANI” submitted to Maharshi Dayanand University, Rohtak for
the award of degree of MBA is a record of original research work carried out by KIRTI
KANT SONI, a student of The Technological Institute of Textile & Sciences, Bhiwani,
Haryana studying in MBA – IV Semester, University Roll No.………….. under my
supervision and guidance.

The project is original one, it has not been submitted to any of the university or it has not
been reprinted. It is done for the very first time. He is very enthusiastic, hard worker during
whole work. I wish him all the very best for his future endeavors

Dr. V.K.Kaushik
Head of Department
Department of Management Studies
T.I.T&S, BHIWANI

i
 DECLARATION

I, Kirti Kant Soni student of The Technological Institute of Textile & Sciences,
Bhiwani, Haryana studying in MBA- IV Semester, University Roll No………..
is hereby submitting a Dissertation Report on the title “CUSTOMER
PERCEPTION ABOUT WIRES AND CABLES WITH SPECIAL
REFERENCE TO RR KABEL: A STUDY OF ROHTAK AND
BHIWANI” for the requirement of partial fulfillment to Master of Business
Administration.

I solemnly declare that to the best of my knowledge, the work done by me is

original and the work does not contain any part of any work which has been
submitted for any degree either in this University, or in any other
University/Deemed University.

Kirti Kant Soni

ii
ii
 ACKNOWLEDGEMENT

This dissertation report is being brought in my name; it bears an in print of guidance and
cooperation of many people. The contribution made by such person is immeasurable. A
formal state of acknowledgement will hardly meet the end of justice in the matter of
expressing my deep sense of gratitude to all those who help me in completion of my project.

I present my sincere thanks to Dr. V.K. Kaushik, head of Department, The Technological
Institute of Textiles and Sciences (TIT&S) for guiding me time to time and giving right
direction to the research to prepare the report. He provided with valuable suggestion and
information related to the project and really co- operated a lot during project. He was deeply
concerned and involved for wellbeing.

I express my deep sense of gratitude, thanks and regards towards all of those who have
directly or indirectly helped me in the successful completion of this project.

Lastly, I would like to thank the almighty and my parents for their moral support and my
friends with whom I shared my day-to-day experience and received lots of suggestions that
improved my quality of work.

Kirti Kant Soni

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 List of Tables

Table Title Page

No. No.
4.1 Gender of customer 39

4.2 To which district customer belongs 40

4.3 Occupation of customer 41

4.4 Which Electrical wire brand you have 42

heard about
4.5 Which Electrical wire brand you used 43

4.6 When you heard about RR Kabel 44

4.7 Where did you hear of RR Kabel 45

Promotion
4.8 On which channel you see TV 46
commercial of RR Kabel
4.9 Have you heard about RR Kabel Unilay 47
Wires
4.10 From where you buy RR Kabel wires 48

4.11 Factors to be considered while 49

purchasing wires and cables
4.12 Would you likely to recommend RR 50
Kabel wires to others

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 List of Figures

Figure Title Page

No. No.
4.1 Gender of customer 39

4.2 To which district customer belongs 40

4.3 Occupation of customer 41

4.4 Which Electrical wire brand you have 42

heard about
4.5 Which Electrical wire brand you used 43

4.6 When you heard about RR Kabel 44

4.7 Where did you hear of RR Kabel 45

Promotion
4.8 On which channel you see TV 46
commercial of RR Kabel
4.9 Have you heard about RR Kabel Unilay 47
Wires
4.10 From where you buy RR Kabel wires 48

4.11 Factors to be considered while 49

purchasing wires and cables
4.12 Would you likely to recommend RR 50
Kabel wires to others

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 TABLE OF CONTENTS

TOPICS PAGE NO

CERTIFICATE i

DECLARATION ii

ACKNOWLED GEMENTS iii

LIST OF TABLES iv
LIST OF FIGURES v
TABLE OF CONTENT vi
PREFACE vii
Chapter 1 – INTRODUCTION
1.1 Industry Profile ` 1-2
1.2 Company Profile 3-10
1.3 Project profile 11-20
Chapter 2 - REVIEW OF LITERATURE 21-31
Chapter 3 - OBJECTIVES AND RESEARCH
METHODOLOGY
3.1 Objectives of the study 32
3.2 Research Methodology 33-37
3.4 Limitations of the study 38

Chapter 4 – DATA ANALYSIS AND 39-50

INTERPRETATION
Chapter 5 - CONCLUSIONS AND 51
RECOMMENDATIONS
REFERENCES 52
ANNEXURE - Questionnaire 53-55

vi
 PREFACE

Business always starts and closes with customers and hence the customers must be treated as
the King of the market. All the business enhancements, profit, status, image etc. of the
organization depends on customers. Hence it is important for all the organizations to meet all
the customers’ expectations and identify that they are satisfied customers. Customer
satisfaction is the measure of how the needs and responses are collaborated and delivered to
excel customer expectation. It can only be attained if the customer has an overall good
relationship with the seller. In today’s competitive business marketplace, customer
satisfaction is an important performance exponent and basic differentiator of business
strategies. Hence, the more is customer satisfaction; more is the business and the bonding
with customer

As a part of MBA curriculum and in order to gain practical knowledge in the field of
management, we are required to make a dissertation report in partial fulfillment of MBA.
Topic of my dissertation report is “CUSTOMER PERCEPTION ABOUT WIRES AND
CABLES WITH SPECIAL REFERENCE TO RR KABEL: A STUDY OF ROHTAK
AND BHIWANI”. The basic objective behind doing this project is to understand the
customer perception and awareness level of RR Kabel and to know the most influential
factors that influence the customer behaviour to find out the market position of RR Kabel.

In the first chapter an attempt is made to understand the industry profile, company profile and
project profile. The main focus is to know the competitors of RR Kabel and what are its
major achievements. Second chapter deals with study the literature on customer perception.
Third chapter deals with the objective of study and research methodology under which
sampling technique, number of respondents, area of study, duration of study and limitation of
study are discussed. In fourth chapter data analysis and interpretation is done with the help of
pie charts. . Finally in chapter five, conclusions and recommendations are made out of the
study are drawn.

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 CHAPTER 1
INTRODUCTION

1.1 INDUSTRY PROFILE

The wire and cable industry has moved from being a small industry 20 years back to a very
large industry over the last decade. Although it is a volume-driven product, it has a lot of
quality and technical particulars. Over a period of time, the industry has moved from the
unorganised to the organised sector. However, about 35% of this industry is still in the
unorganised sector. Requirements like brand and quality perception are key in this Rs 15,000
crore industry. The wire and cables industry predominantly provides challenging
opportunities in the field of manufacturing , supply chain, procurement, marketing and HR.
This industry is currently undergoing a major change and portends huge opportunity for
upcoming professionals and will give them a first hand experience on subjects like techno-
marketing , brand building, Six-Sigma , just-in-time manufacturing , etc.

Industry Status

The wire and cable industry comprises 40% of the entire electrical industry, which is
expected to double in size over the next five years. The industry is growing at a CAGR of
15% as a result of growth in the power and infrastructure of segments. It is expected to grow
at similar rate for the next five years. The government’s emphasis on the power sector
reforms and infrastructure will further drive growth.

Growth Areas

The wire and cable industry will eventually focus on supplying cables for specific
applications pertaining to the industry needs. India has a lot of potential in the mining, power,
oil and gas, metro railways, cement industry , steel industry and other sectors Different kinds
of cables like extra high voltage cables, elastomer cables, etc, are now being used for special
applications such as mining/oil sector, shipbuilding /elevator cables, cables for solar power
plants, to harness power for new generation motor vehicles, windmill solutions security
systems and other types of data-cables. This industry research report identifies Finolex
Cables, Havells India, KEI Industries, and Polycab Wires as the key vendors in the electric
wire and cable market in India.

Overview of the electric wire and cable market in India

Market research analysts at Technavio have predicted that the electric wire and cable market
in India will grow steadily during the next four years and post a CAGR of almost 16% by
2020. The wire and cable industry analysis identifies the growth in renewable power
generation to be one of the primary factors for the growth of the electric cable and wire
market. Moreover, the expansion of the existing renewable power generation plants, in the
emerging countries, will also result in the increasing demand for electrical wires and cables.

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Initiatives such as excise duty exemption for Ferro-silicon-magnesium and pig iron used for
manufacturing components for wind-operated electric power generators and the target set by
the Jawaharlal Nehru National Solar Mission to generate more than 1,00,000 MW of solar
power by the end of 2022, will boost the demand for electrical wires and cables in this region.
One of the major trends that will gain traction in the wire and cable industry in India is the
increasing sales of HVDC power cables. Also, according to the Indian cable industry
overview, HVDC power systems are the most sought-after option for long-distance power
bulk power delivery and will be used in several energy projects to build cross-border
infrastructure, in turn, contributing to the wire industry in India significantly throughout the
forecast period.

Competitive landscape and key vendors

The cable industry in India comprises of a number of international and regional or local
vendors who face intense competition from the unorganized vendors. The regional and
unorganized players in the wire and cable market are offering products at a comparative price
which induces the well-established international electric wire and cable manufacturers to
focus on differentiating their products to sustain their market shares. In addition to innovative
product offerings, cable and wire manufacturers are also following strategies such as mergers
and acquisitions to acquire new technologies and expand their customer reach.
The leading vendors in the market are -

• Finolex Cables
• Havells India
• KEI Industries
• Polycab Wires
• RR Kabel

Segmentation by source and analysis of the electric wire and cable market in India

• Organized sector
• Unorganized sector

During 2015, the organized segment accounted for the major market shares and dominated
this industry. This sector consists of cable and electrical wire manufacturers that manufacture
cables with the best raw material and ensure quality by testing them at various stages. With
the increasing awareness of the importance of quality wiring at buildings, there will be a
significant increase in the demand for electrical wiring from the organized sector in the
coming years, in turn, leading to the growth of cable industry in India. Moreover, factors such
as intense competition from the organized vendors will also compel several unorganized
suppliers to exit the cable market. As a result, this market segment will continue to dominate
the market throughout the predicted period.

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`1.2 COMPANY PROFILE

RR KABEL LIMITED

3
RR Kabel Vision, Mission & Values

Vision

“Inspired thinking that brings

A meaningful change to the

Lives we touch around the world”

Mission

“Delivering products and service that promise

Superior technology and performance

To Consumers and enhanced value to

Stakeholder, employees and society at large”

Values

At RR Kabel values , benefits and practices are important to us. At the heart of every
product we design, manufacturing and delivery, every solution we innovate , and every
conversation we have both in our group and with our customer are the values represent our
core beliefs and commitments.

• Leadership – Defines and Drives our competent industry position

• Safety – Ensures a safe environment for employees and create reliable products for all

• Innovation – Drives dynamic and sustainable value creation

• Respect – Values individuality of honesty employees of all background

• Integrity – Adheres to principles of honesty and honour

• Courage – Welcomes responsibility and accountability of our actions

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Shree Gopal Kabra, Managing Director of RR Kabel

Brief Particulars Of The Company:-

Name of the company: RR KABEL Ltd

Industry: Electrical Equipments

Founded: Mumbai (1995)

CIN Number: U28997MH199PLC085294

Registered Office:Ram ratna house victoria, mill compound pandurang budhkar marg, worli
mumbai Maharashtra, 400013, India

Company category: Company Limited by Shares

Activity: Manufacturing of insulated wires and cables

Parent: Rama Ratna Wire Limited

Website: www.rrglobal.in

Area: Served Global

Last AGM Date: 29-9-2018

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 Director’s detail

Name DIN Designation Appointment

Date
MUKUND MANOHAR CHITALE 00101004 Director 6-9-2018
PUNEET BHATIA 00143973 Director 6-9-2018
MITESH DAGA 08189217 Director 6-9-2018
BHAGWAT SINGH BABEL 01476935 Director 24-8-2017
KANNAN RAMAMIRTHAM 00227980 Director 9-3-2015
RAJESH BABU JAIN, 06959083 Director 23-9-2014
SHREEGOPAL RAMESHWARLAL 00140598 Managing Director 27-6-2014
KABRA
ASHOK SATYANARAYAN LOYA 00136619 Wholetime Director 1-11-2010
MAHHESH KABRA 00137796 Wholetime Director 1-11-2010
SUMEET MAHENDRAKUMAR KABRA 01751282 Wholetime Director 12-11-2010
SANJAY NARNARAYAN TAPARIA 01812564 Wholetime Director 12-11-2010
TRIBHUVANPRASAD 00091375 Wholetime Director 2-9-1997
RAMESHWARLAL KABRA
MAHENDRAKUMAR RAMESHWARLAL 00473310 Managing Director 6-2-1995
KABRA
KIRTIDEVI SHREEGOPAL KABRA 00150796 Wholetime Director 6-2-1995

Our Milestones

History And Milestones

Since 1986, our journey has been guided by distinct milestones. Take a look at the most
defining moments that made Ram Ratna Group what it is today.

Year 2014

• Introduced range of Switchgears.

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Year 2013

• Established RR Electrical Middle East.

Year 2012

• Introduced complete range of domestic and industrial fans.

Year 2011

• Established first overseas factory in Bangladesh to manufacture super enameled wires

and LV Cables.

Year 2010

• Established wires & cables manufacturing unit at Waghodia.

• Introduced a complete range of wiring devices (Switches).
• Introduced India's first design - it - yourself switches.

Year 2003

• Introduced automated multilevel car parking systems.

• India's first company to build automated multilevel car parking system at a single
location.

Year 1999

• Established wires & cables manufacturing unit at Silvassa.

• The only company to have 19 accreditations at a single factory.

Year 1991

• Established Ram Ratna International for exports

• Approved as a certified export house bythe govt. of India in the very first year after its
establishment.

Year 1989

• Established copper products manufacturing facility.

• India's first dust free plant.

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Year 1986

• Established winding wire manufacturing facility.

• Currently, 2nd largest winding wire manufacturing company in India.

In early 80’s, a small trading company was determined to incorporate a

winding wire factory at Silvassa.
RR Global, a 800 million USD corporation has molded its success on innovation. Since the
foundation of the brand its architects opted that innovation is the key to success of every
product in the brand. It was a really courageous decision because at the point in time
categories like wires and cables were highly commoditized. This optimistic development led
to the creation of a brand RR Kabel, a name which is admired worldwide with, existence over
80 countries and 7 continents across the globe. Presently the company is ranked amongst the
top three retail wire manufacturers across the nation. It is also the argest consumer of copper
in India, an achievement which no one would have imagined that a cable and wire company
can be capable of and that is the reason they are preferred by clients who are some of the
largest copper manufacturer in the country. RR Global takes honor in establishing 9
companies and global offices, primarily in the U.A.E and Bangladesh. In their endeavor to set
international benchmarks, RR Kabel has received 19 international accreditations. They are
the first in India to have BASEC (U.K.), UL (U.S.A.), VDE (Germany), among others for its
wide range of cables including ISO 50001 and ISO 14001. Across the course of four decades,
their impulse towards innovation to achieve success and hard work steered them to earn
phenomenal recognition with RR Kabel becoming the desired choice for wires and cables not
only in India as well as on a global platform. RR Global India focusses on cutting edge
technology and research to enhance efficiency, reliability, and safe conduction of electricity.
This in turn supported the core of the company’s engineering endeavor which is to guarantee
safe environments everywhere- offices, commercial spaces, industrial plants, and residences.

8
Awards & Memberships

ISO Certification

Certifications:

We take immense pride in having established ISO certified processes that assure quality. Our
factory is certified with ISO 9001-2008, ISO 50001-2011, ISO 14001:2004 + Cor. 1:2009
and BS OHSAS 18001:2007. These certifications are a testament to the efficiency and
continual improvement in our purpose to deliver customer service and satisfaction to our
valued clients. Our each product meets an intensive Quality Assurance Inspection, which is
endorsed by certifications of a dozen national & international standards monitoring agencies.
In wires and cables category, our products are the most certified which makes them
trustworthy in more than 73 countries across the world.

Awards & Recognition

Globally recognized for our engineering products, innovative solutions, and contribution to
safety and excellence, as a Group, we are proud of the wide range of prestigious awards and
recognitions our different companies have received over the years. We owe the successes to
every individual who is an unequivocal part of our Group Company. Each award and
recognition is a symbol of our relentless commitment to be a standard of excellence in
everything we do.

News:

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CM Mr. Arvind Kejriwal Inaugurates RR Switches At PWD Seminar 2015

Honorable Chief Minister of Delhi, Mr. Arvind Kejriwal along with Mr. Manish Sisodia,
Deputy CM, inaugurated RR Switches with AAP party logo at the PWD 5th anniversary
Seminar at Sachivalay, on 25th July, 2015. The CM attended the inauguration of the seminar
& exhibition on "New Technology initiatives" on the occasion of the 54th Foundation Day of
the Delhi PWD at the Delhi Secretariat.

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1.3 PROJECT PROFILE

Survey:
A detailed study of a market or geographical area to gather data on attitudes, impressions,
opinions, satisfaction level, etc., by polling a section of the population.

Advantages of Surveys
1. High Representativeness

Surveys provide a high level of general capability in representing a large population. Due to
the usual huge number of people who answers survey, the data being gathered possess a
better description of the relative characteristics of the general population involved in the
study. As compared to other methods of data gathering, surveys are able to extract data that
are near to the exact attributes of the larger population.

2. Low Costs

When conducting surveys, you only need to pay for the production of survey questionnaires.
If you need a larger sample of the general population, you can allot an incentive in cash or
kind, which can be as low as $2 per person. On the other hand, other data gathering methods
such as focus groups and personal interviews require researchers to pay more.

3. Convenient Data Gathering

Surveys can be administered to the participants through a variety of ways. The questionnaires
can simply be sent via e-mail or fax, or can be administered through the Internet. Nowadays,
the online survey method has been the most popular way of gathering data from target
participants. Aside from the convenience of data gathering, researchers are able to collect
data from people around the globe.

4. Good Statistical Significance

Because of the high representativeness brought about by the survey method, it is often easier
to find statistically significant results than other data gathering methods.
Multiple variables can also be effectively analyzed using surveys.

5. Little or No Observer Subjectivity

Surveys are ideal for scientific research studies because they provide all the participants with
a standardized stimulus. With such high reliability obtained, the researcher’s own biases are
eliminated.

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6. Precise Results

As questions in the survey should undergo careful scrutiny and standardization, they provide
uniform definitions to all the subjects who are to answer the questionnaires. Thus, there is a
greater precision in terms of measuring the data gathered.

Disadvantages of Surveys
1. Inflexible Design

The survey that was used by the researcher from the very beginning, as well as the method of
administering it, cannot be changed all throughout the process of data gathering. Although
this inflexibility can be viewed as a weakness of the survey method, this can also be a
strength considering the fact that preciseness and fairness can both be exercised in the study.

2. Not Ideal for Controversial Issues

Questions that bear controversies may not be precisely answered by the participants because
of the probably difficulty of recalling the information related to them. The truth behind these
controversies may not be relieved as accurately as when using alternative data gathering
methods such as face-to-face interviews and focus groups.

3. Possible Inappropriateness of Questions

Questions in surveys are always standardized before administering them to the subjects. The
researcher is therefore forced to create questions that are general enough to accommodate the
general population. However, these general questions may not be as appropriate for all the
participants as they should be.

A good example of this situation is administering a survey which focuses on affective

variables, or variables that deal with emotions.

4. False information

Providing false information in surveys is a very common thing that happens. If the survey is
paid, then people will lie in order to get the survey done as the eligibility justifies.

Thus giving rise to a huge amount of false information that may harm the overall reason for
which a survey or questionnaire is created.

Therefore, necessary precautions should be taken with the help of software to detect any
mismatched information that may lead to falsehood.

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5. Too much of varied opinion

A substantial variation in opinion is a must while conducting surveys or preparing

questionnaires. But if every opinion of the user who has gone through the survey has a
different opinion, then it becomes difficult to come to a right conclusion. In that case, options
should be provided for better classification and to decrease excessive variance in opinions.

6. Quality may degrade

Getting a huge number of solutions become easy, no doubt, but there may not be any increase
in quality of answers. Sometimes the objective for which a survey is not fulfilled since low-
quality results are obtained from the surveys and questionnaires. Therefore ensuring to
include those groups of people who are fit for the survey is a must. Simply conducting a pre-
survey regarding the personal information of the user can ensure eligibility of a person for the
survey.

7. Limited amount of information used

Although a large amount of information is collected, only a part of it is put to use. According
to a study, it is found that those conducting surveys and questionnaires taking a large group
of people end up utilizing only 5-10% of the total data collected. That results in massive
wastage of information.

8. Time consuming

Conducting surveys and questionnaire taking a lot of users can become very tedious as well
as consume a lot of your time. Collecting, analyzing and concluding can take away a lot of
your valuable time.

Techniques of survey
• Questionnaire
• Interviews
• Observations

Questionnaire: A Questionnaire is a structured form, either written or printed, consists of a

formalized set of questions designed to collect information on some subject or subjects from
one or more respondents. In other words, a data collection technique wherein the respondents
are asked to give answers to the series of questions, written or verbal, about a pertinent topic
is called as a questionnaire.

Interviews: Interview refers to a formal, in-depth conversation between two or more

persons, wherein exchange of information takes place, with a view of checking candidate’s
acceptability for the job.

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Observations: The definition of an observation is the act of noticing something or a
judgment or inference from something seen or experienced.

Questionnaires can include the following types of questions:

1. Open question questionnaires. Open questions differ from other types of questions
used in questionnaires in a way that open questions may produce unexpected results,
which can make the research more original and valuable. However, it is difficult to
analyze the results of the findings when the data is obtained through the questionnaire
with open questions.

2. Multiple choice questions. Respondents are offered a set of answers they have to
choose from. The downsize of questionnaire with multiple choice questions is that, if
there are too many answers to choose from, it makes the questionnaire, confusing and
boring, and discourages the respondent to answer the questionnaire.

3. Dichotomous Questions. This type of questions gives two options to respondents –

yes or no, to choose from. It is the easiest form of questionnaire for the respondent in
terms of responding it.

4. Scaling Questions. Also referred to as ranking questions, they present an option for
respondents to rank the available answers to the questions on the scale of given range
of values (for example from 1 to 10).

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Questionnaire design

Questionnaire design is the process of designing the format and questions in the survey
instrument that will be used to collect data about a particular phenomenon. In designing a
questionnaire, all the various stages of survey design and implementation should be
considered. We have to follow given steps to design a questionnaire

15
Subjects of survey: Customers.

Demography of survey:

State: Haryana.

Districts& Towns:

1.Bhiwani:

• Bhiwani city
• Bahal
• Bawani khera
• Dadri
• Tosham
• Jui
• Dhigawa
• Loharu
• Badhda

2. Rohtak:

• Rohtak city
• Kalanaur
• Sampla
• Meham

Total no. Customers:

1. Bhiwani: 88
2. Rohtak: 62

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Products surveyed in this project:

1. FLAMEX FR-LSH

Application:

Suitable for use in conduit and for fixed, protected installation particularly suitable for wiring in
fire and explosion prone areas, chemical factories, densely wired areas, public buildings, schools,
hospitals, commercial complexes, theatres, etc.
Technical Data approvals: IS 694 marked, FIA/TAC

Voltage Grade: Up to and including 1100V

Conductor: Thin strands of electrolytic copper are multi-drawn for uniformity of resistance,
dimension and flexibility

Insulation: Specially formulated flame retardant low smoke low halogen compound to restrict
the spread of flames in fire situation. The smoke emitted by the burning cable is considerably low
compared to traditional cables. This ensures improved visibility for evacuation of trapped victims
and facilitates firefighting operation.

Insulation Conformity: IS 5831 Type A/D FR-LSH 70°C

Colors: Entire cable has white base and a double strip of red or yellow or blue or black or green
or grey running along the cable length

Marking: The cables are printed with the marking of 'FLAMEX FR-LSH

Packing: 90 meter coils packed in protective cartons. Project coils of 180 meter also available 18.

17
2. UNILAY HR FR

Application: Suitable for use in conduit and for fixed, protected installation, ideal for high
density wiring.

Technical Data approvals: IS 694 marked, FIA / TAC

Voltage Grade: Up to and including 1100 V

Conductor: Thin strands of electrolytic copper are multi-drawn for uniformity of resistance,
dimension and flexibility. The drawn strands are uni-laid with high precision and compacted.
Thus forming a perfectly circular conductor which enables reduction in overall diameter for space
saving in high density wiring.

Conductor Specialty: The strands do not get cut when stripping the insulation. The conductor
offers perfect contact at pins, terminals and sockets. Thus, eliminating spot heating and sparking.

Insulation: Specially formulated heat resistant & flame retardant PVC insulation is used.
Their FR property retards the propagation off lame without compromising safety.

Insulation Conformity: IS 5831, Type C - HR 85°C + FR

Colors: Red, yellow, blue, black, green, grey & white

Marking: The cables are printed with marking of 'RR UNILAY HR FR’

Packing: 90 meter coils packed in protective cartons

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3. FIREX HFFR 19

Application: Wiring in all installations where fire safety is of utmost importance like
schools, theatres, commercial complexes, apartments, high rise buildings, laboratories, etc.

Technical Data: Voltage Grade: Up to and including 1100 V

Conductor: Thin strands of electrolytic copper are multi-drawn for uniformity of resistance,
dimension and flexibility. The drawn strands are uni-laid with high precision and compacted.
Thus forming a perfectly circular conductor which enables reduction in overall diameter for
space saving in high density wiring.

Conductor Specialty: The strands do not get cut when stripping the insulation. The
conductor offers perfect contact at pins, terminals and sockets. Thus, eliminating spot heating
and sparking.

Insulation: Specially formulated grade of halogen free flame retardant (HFFR) compound is
used. The insulation does not burn readily. It does not melt and drip, smoke is negligible,
transparent, non-toxic. The victims trapped in fire do not suffocate and this
facilitatesfirefighting operations. Unlike PVC, the smoke emitted is non-corrosive.

Insulation Conformity: IEC 60332-1 & 3, IEC 60754-1 & 2

Colors: Red, yellow, blue, black, green, grey and white

Marking: The cables are printed with marking of 'FIREX HFFR' up to 4 Sq. mm
& &quote; RR KABEL HFFR&quote; for size 6 Sq. mm and onwards

Packing: 90 meter coils packed in protective cartons.

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4. SUPEREX FR ELECTRIC WIRE

India’s 1st REACH and RoHS Compliant Cable | Heat Resistant and Flame Retardant Cable.

Application:

Suitable for wiring in all types of residential and commercial infrastructure, where fire and
electrical safety is utmost important.

Technical Data:

Approvals: IS 694 marked, FIA/TAC

Voltage Grade: Up to and including 1100V

Conductor: Thin strands of electrolytic copper are multi-drawn for uniformity of resistance,
dimension and flexibility. The strands are twisted with high precision to impart circularity for
the conductor.

Insulation: Specially formulated heat resistant flame retardant PVC insulation is used. The
HR FR property retards the propagation of flame without compromising safety.

Insulation Conformity: IS 5831, Type C – HR 85°C + FR

Colors: Red, yellow, blue, black, green, grey white

Marking: The cables are printed with marking of ‘GUARDEX HR FR’ upto 4 Sq. mm “RR
KABEL HR FR” for size 6 Sq. mm and onwards

Packing: 90 mtr. coil is packed in protective cartons. Project packing of 180 mtr. 200 mtr.
also available.

20
 CHAPTER 2

REVIEW OF LITERATURE

Yin, H.S. and Susan, S. (2012) this study reveals the purchase preferences towards
international and national branded attires. It was identified that preferences towards
international branded apparels are revealed to the level of purchasing power and is not
revealed to the demographics factors. There is a positive relationship between media impact
and preferences towards international/ national branded apparels

Mittal, P. and Aggarwal, S. (2012) in this study it can be said that the consumer and his
behaviour is the crucial factor of success in the marketing. It consist all the physical, metal
and emotional processes and concerned behaviour which are detectable. Study insistences on
understanding those emotional or rational pleas, which drive the purchase decision toward the
branded garments. Also certain demographic and psychographic profiles have been studied
and certain relation has been developed.

Rajput, N and Kesharwani, S (2012) this article gives high quality materials and lot of
variety in Indian garment market to gratify the desire of consumers. The consumers are
utilizing the opportunity too. Output of study mentions Indian people have become highly
brand noxious presently. Hence, brand image is not a important factor in apparel product or
brand to buy. Study also mentions attitude of males towards clothing differs from that of
females.

Krishna, C. V. (2011) says that Indian retail is in extension spree and many companies are
joining the retail landscape. After food and groceries division apparel is the next large retail
division and the consumption of apparel is also very large in volume. Previously the
manufacturing brands used to direct the apparel category in the early days and the penetration
of the private label brands was very small. But now things have converted and private label
brands are leading in every segment. In the apparel segment also many private label brands
are leading the competition.

Joshi (2011) examined service quality and customer satisfaction across various service
providers in the telecom sector. Mobile customers of selected service providers namely:
Airtel, BSNL, Vodafone, Tata Indicom, Reliance and Spice operating in Chandigarh,
Panchkula and Mohali region were taken for the study. A total of 720 respondents had been
approached for the collection of primary data. An examination of gender profile of the
respondents indicated that 63.8 % were male while 36.2 % female. The results showed that
the customers in the age group of above 45 years were using mobile phone less in comparison
to the customers in lower age groups. Further, results indicated that there was relatively
higher degree of instability among the mobile customers especially in case of Tata Indicom
customers. It can be concluded that customers’ perception of service quality and customer
satisfaction differs across the service providers.

21
Kothari et al. (2011) identified the factors constituting service quality and their relative
importance. For the present study, a questionnaire of 29 variables was framed to test the
application of SERVQUAL model. The sample consist 145 respondents wherein 118 were
male and 37 female located in Jaipur, Rajasthan. Convenience sampling was used to collect
the data from mobile customers in the city who had been using the same service for more
than three years. The study concluded that cellular service provider should strive for long
term customer loyalty and repeat business. Telecom companies should make all the
employees aware of their role and responsibilities towards customers and end users. Delivery
of quality in service is an integral part of business not only for success but for survival.

Verma, A.P. and Tiwari, K(2011) studies the medium to high potential customers that
international and national brands can target in the Indian scenario. This study bangs the
compartment values of few brands those have achieve success in the Indian market. Study
identified the people are inclining mere brand conscious with the raise in income level.

Khare, A. (2010) recommended that in developing countries consumers are inclining aware
of fashion brands. He was expressed towards understanding the different parameters of
apparel of Indian Consumers. He researched on customers in colleges to understand the
importance of fashion apparels in their lives. The result of the Indian youth consumers
involved with brand fashion wear. There was not much variance in the involvement of
females and males towards fashion apparel.

Khan (2010) examined the dimensions of subscribers’ perceived service quality of cellular /
mobile telephone services in Pakistan. Data for the study was collected through a
convenience sample of 800 mobile phone users in Pakistan. The study implied that
SERVQUAL with additional dimensions was found to be a valid instrument to measure
service quality of cellular mobile telephone operators in Pakistan. The study found out that
the dimensions of tangibility, assurance, responsiveness, empathy, convenience and network
quality have positive and statistically significant relationship with mobile phone users’
perceived service quality. Convenience and network quality were found to be relatively
important dimensions affecting users’ perception. However, the dimension of reliability did
not have significant effect on customers’ perception of service quality.

Ahmad et al. (2010) examined the service quality of the mobile service providers and
retention intentions of the customers’ with the quality offered. The study focused only on
SMS service provided by telecom organizations. Service quality was measured using five
dimensions viz - tangibles, empathy, assurance, responsiveness and reliability and
relationship is determined with customer retention. For collecting primary data, 400 students
from different universities using Short Messaging Service (SMS) of any cellular company
were personally interviewed. 331 questionnaires were received back with a response rate of
82.75%. There were 60% male and 40% female respondents with an average age of 21.60
years. The mean score for Service quality was 4.828 which indicate that respondents were
slightly agreed with the service quality of their SMS service providers. The mean scores on
different dimensions of service quality indicate that respondents were more satisfied on the
dimension ‘tangibles’ and ‘responsiveness’, moderately satisfied with two dimensions

22
‘assurance’ and ‘reliability’, and less satisfied on the dimension ‘empathy’. The ‘Retention
intentions’ got a mean score 5.3369 which indicated that at overall level people were slightly
satisfied from their SMS service providers.

Mishra, (2009) On the basis of primary as well as secondary research the authors beamed
that retailers tries to apply their own offerings upon consumers and usually overlook the
schemes and offerings expected by the customer which eventually cause the dissatisfaction
(Fornell, et al., 2006; 2009). It is also been noticed that in the fast moving retailing
environment, understanding the mind of a customer is difficult for success in retailing.
Agglomerated level picture may be misleading, as it averages the weary and the cleft. Hence,
Individual understanding is adorable.

Pathak and Tripathi (2009) an exploratory research was executed entitled “Customer
Shopping Behaviour among Modem Retail Formats: A Study of Delhi & NCR”. It
particularly emphasis on consumer shopping behaviour the modern retail formats in Indian
scenario among (Sumathi, 2003). Objectives of the study are to analyze the factors that affect
the buyer's decisions among the modern retail formats and to inquiry the comparative
strength of these factors in buying decision of the consumers.

Resende and Tupper (2009) utilized data envelopment analysis to assess the quality
efficiency of mobile telephony companies in Brazil during the period of 2000–2003. The
main data source was the Brazilian regulatory agency in telecommunications, ANATEL, that
collected nine quality indicators on a monthly basis during the period February 2000 to May
2003.Window analysis was conducted for the entire period, taking as reference different
quality indicators pertaining to different forms of complaints and calls completed as
interrupted. The efficiency measurement was made feasible by interpreting the indicators
reflecting a positive dimension of quality as outputs and those reflecting negative aspects of
quality as inputs.

Blery et al. (2009) aimed to identify the influence of service quality on customer loyalty in
the Greek mobile telephony sector. Data was collected from 180 mobile telephone users who
were personally interviewed. Service quality was measured with the help of SERVPERF
model. The findings of the study verified that there is relationship between service quality
and repurchase intentions in the Greek mobile telephony sector. The relationship between
service quality and repurchase intention showed that service quality is an important decision-
making criterion for consumers and any effort to improve quality will be beneficial.
Customers of the Greek mobile telephony market feel that mobile operators do not have their
best interests at heart, employees do not pay individual attention to them and do not respond
immediately to their requests. The study proposed that the Greek mobile operators should pay
attention towards the quality of their services to gain a competitive advantage and enhance
the market share.

Fernandez, P. (2009) He suggests that brand acquainted is the right choice of apparel which
helps them to build a positive image and identity for themselves. Peer impact plays a crucial
role in their choice of brands as it assist in their socialization process. In addition to that,

23
advertising is an important factor in conferring brand values and develop an image for the
brand. Celebrity endorsements have a big impact on branded apparel too as they promote
certain attributes like apparel image, quality of apparel and status. Additionally, advertising
must be used to not only create awareness but influence brand image and preference of
consumer.

Tiwari and Verma (2008) sought to identify the major factors constituting service quality.
Investigators measured the customer perceptions and variation of their perceptions of service
quality across different telecom companies. Service quality of six major service providers,
operating in the Dehradun city was measured. Six components of service quality viz;
Consumer problem solving, Network, Information and Records, Appearance, Convenience,
and Promotion were identified. The study revealed that individually, BSNL, Reliance, Tata
Indicom were perceived to be the best service providers for their network, whereas Vodafone
and Idea were found for their information and records. Airtel was rated as the best for its
consumer problem solving. Further, customers’ perceptions did not vary significantly on
information and records but it varies significantly across rest of the components. In
conclusion, the BSNL got the overall first position in terms of service quality among the six
service providers in Dehradun city followed by Reliance and Tata Indicom. On the other
hand, Vodafone was rated as the poorest in service quality. Seth et al. (2008) strived to
develop a valid and reliable instrument to measure customer perceived service quality
incorporating both service delivery as well as technical quality aspects. With the help of a
survey of 225 regular users of cellular mobile services, a seven dimensional service quality
instrument was developed, which was empirically tested for dimensionality, reliability and
construct validity using confirmatory factor analysis. The resulting validated instrument
comprised of dimensions namely - reliability, responsiveness, assurance, empathy, tangibles,
convenience and customer perceived network quality. On the basis of the findings revealed
during the exploratory investigations, ‘convenience’ and ‘customer perceived network
quality’ were added to the original SERVQUAL scale. The study indicated that among the
various dimensions, ‘responsiveness’ is the best predictor of service quality, followed by
‘reliability’, ‘customer perceived network quality’, ‘assurance’, ‘convenience’, ‘empathy’ and
‘tangibles’. Thus, superior performance on the most important dimension, ‘responsiveness’
may be helpful in providing enhanced quality of service.

Ganguly (2008) points out that the mobile service market is the fastest growing market in
India but very few studies have endeavored the discrimination of satisfied and unsatisfied
customers with respect to service quality, service features as well as demographics of the
customers. Hence, this study has two fold objectives of finding out the underlying constructs
of service quality from the perspectives of cellular users, and finding out how these factors
and the demographics of the users discriminate between the satisfied and unsatisfied
customers. Through factor analysis, five dimensions namely - process quality, service
competitiveness, service reliability, network performance and supporting services,
differentiate the two groups of satisfied and unsatisfied customers. One part of the study
concluded that the discriminant coefficients of all the five dimensions are positive which
indicates that higher focus and better service performance by Indian cellular companies will

24
have more number of satisfied customers. The second part of the study found out that the
discriminant coefficient of age, gender and cellular services usage time were positive which
indicates that with an increase in age, the satisfaction level increases. Further, the
discriminant coefficients of occupation and cellular connection type were negative which
indicates that students, housewives and retired persons are less satisfied than service/business
people, pre-paid customers are more satisfied than post-paid ones.

Barry Berman and Joel R. Evans, (2007) "As HNI customers become more discerning
about their expenditure in luxury goods, the desire luxury handbag category players are
accretion the bar in uniqueness, exclusivity and artistic value to satisfy customer demand for
true luxury," said Milton Pedraza, CEO of the Luxury Institute. "The Judith Leiber brand is
rated as much for being a work of art as it is rated a luxury by the only pundits who count
wealthy customers who can purchase the brands. Candid surveys are placed on the principle
that highly educated; discerning luxury consumers have the farthest expertise and reliableness
in luxury consumption. The Luxury Institute executes its research with independent panels,
and uses third party analytical firms to tabulate the results so that the true voice of luxury
consumers is aggrandizing for the benefit of their associate and industry executives alike.”

Gupta, Monica, (2007) The very first thing that strikes our mind when we listen the biscut
word is Parle G. The same thing happens when we think of toothpaste; the first thing that
strikes our mind is the brand Colgate. or in soft drink as Coca- cola. These brand names are
just fitted in our mind’s dictionary to enact the product itself; this is the basic goal where the
brand management concept works. The very first thing that bangs our mind when we hear the
word ‘fast food’ is either a pizza from Pizza Hut, burger from McDonald’s.

Dwarika Prasad and Gandhi, Amrita V., (2007) “Brand management starts with
thebuilding a image of any product; it requires team effort with a effective marketing plan
that concentrate at a consumer division. Apart from this, we conduct a market survey in
advance to get consumer feedback. Next, we develop brand identity in the market by
communicating directly with the customers on how the brand would accomplish them in
terms of their needs. This process is then developed with confident promotions and
campaigning using different media and non-media platforms.

Mishra, Mundra, 2007) Brand management consultant, Mr. Sharad Oswal says, “There is
tough competition in the market these days, so if a Specific brand has to approve in the
market, it should be designed, packed and presented in such a effective way that a product
cleaves a permanent niche in the consumers mind. Brand management is all about furnishing
innovative and creating exclusives strategies and using marketing techniques which may
constitute a standing for the product during fierce market competition.

Ritu Narang (2006) With an aim to consider the purchase behaviour of the buyers of
branded men’s wear in a study entitled “A Study on Branded Men’s wear”, was catch up in
the city of Lucknow. This research was executed with objectives as to study the purchase
behaviour of the buyers of branded men’s garments, to study the impact of advertising on the
purchase decision of purchasers, to study the effect of promotional activities on purchase

25
behaviour of buyers (Kazmi, 2001;Mathur, 2002). An exploratory type of research was
conducted to develop abstraction about the purchasing behaviour of buyers of class men’s
attire and the impact of advertising on their purchase decision. Hence from the study it could
be concluded that most of the times purchasers visit the showrooms of branded attire with the
intension of shopping (Jaishri and Jethwaney, 1999). The purchasing of branded garments is
not impetuous. However, compared to female, male buyers visit the showroom for passing
the time; the number of people visiting the showroom with a brand in mind is same as the
number of people visiting the showroom with no brand in mind; And Advertising has
maximum effect in creating brand awareness (Kamalaveni, 2008).

Parikh (2006) measured the gap between the customers’ expectations and their perceptions
about the service quality of retail stores in India. The sample for the study consisted of 102
retail shoppers in a mall intercept-type situation. The results indicated that there were very
few reliability problems in using the instrument to measure service quality. As compared to
expectations responses, the perceptions responses have quite high reliability. Further, it
showed that the gaps between perceptions and expectations did not merge into the five
dimensions viz – physical aspects, reliability, personal interaction, problem solving and
policy of service quality. Rather, the instrument and the five dimensions may need
considerable restructuring.

Vanniarajan and Kubendran (2005) describe that consumer perception and usage of any
product can be changed due to change in food eating habits. If income and urbanization
increases in among consumers then the percentage of income spent on consumption
Increases. The urban consumer mostly like branded products as compared to rural consumers.

Aronson, E., Wilson, T.D. and Akert, R.M., (2005) When you identify a chocolate bar as
‘Dairy Milk’ and noodles as ‘Maggi’, you have made a confer to a brand manager’s success
by diagnosing the brand’s name that enacts the product. If you can build a powerful brand,
you will have a effective marketing program. If you can’t then all the advertising, decorative
packaging, sales promotion and public relations in the world won’t help you attain your
objective.”

Tung (2004) examined how service quality of the mobile service providers and perceived
value affect customers satisfaction and how customer satisfaction affect their behavioural
intention to continue to use SMS which in turn affect the extent of SMS usage in the local
context. The present study used a component-based structural equation modeling, the Partial-
Least-Square (PLS) method. The primary data was collected with the help of 150 surveys
conducted to test the proposed relationships. Certain modifications were undertaken based on
the pre-testing through face to face interview of 30 respondents from the targeted population.
The study found that the tangibles, empathy and assurance dimensions of service quality were
antecedents of customer satisfaction and there exists a positive relationship between customer
satisfaction and customers’ behavioural intentions to continue to use SMS.

26
 Wang et al. (2004) developed the measurement model of service quality in China’s mobile
telecommunication market based on the well-known SERVQUAL model. Further, the
attention is also paid to the systematic study of the dynamic relationships among service
quality, customer value and satisfaction, especially the moderating effect of customer value
on the relationship between service quality and customer satisfaction. 348 customers of two
monopoly mobile companies namely – China Mobile and China Unicom operating in
Chinese telecommunication market form the sample for the study. The results were based on
the development of structural equation model using Partial Least Square (PLS) technique.
The study found that not all quality-related factors contribute value and customer satisfaction
equally in improving service quality, creating and delivering superior customer value and
achieving high customer satisfaction. However, the customer perceived service quality
influence the behavioural intentions of customers indirectly by affecting customer value and
customer satisfaction. The study showed the existence of significant moderating role of
customer value in addition to the direct influence of customer perceived service quality on
customer value and that of customer value on customer satisfaction.

(Bhattacharya, C.B. &Sen, S., 2003) Customer behaviour advert to the mental, emotional
process and the noticeable behaviour of customers during searching, buying and post
consumption of a product or service. It includes study of how people buy, what, when and
why they purchase. It amalgam the aspects from Psychology, Sociology, Socio psychology,
Anthropology and Economics. And also tries to evaluate the access on the customers from
groups such as ancestry, friends, reference groups and society in general.

With reference to store choice variables, Moye and Kincade(2003) identified that the
incident for which an apparel item is purchased does impact the consumer’s crucial rating of
the store environment and there were higher expectations for the environment of a store
overturing different apparel brands.

Leung and Taylor (2002) in a study on fashion buying criteria of X generation consumers in
Hong Kong found that X-ers are fascinated by a good interior store layout; and feel good
service is essential when buying fashionable clothing. In the Indian lexicon, a study was done
by Sinha et al.

(Reda, Susan, 2001) When marketers discuss about what they do as part of their liability for
marketing products, the tasks aide with setting price are constantly not at the top of the list.
Marketers are much more likely to discuss their activities concerned to promotion, product
development, market research and other tasks that are vista as the more interesting and
exciting parts of the job.

R. B. Balki, Sethi, R., Smith, D.C., Park, C.W. (2001) Executive Creative Director, Lowe,
says, “Today organizations believe that celebrity endorsements are the simple way to develop
awareness for a particular brand in the mind of the consumer. It also depends on how
effective a brand uses the celebrity. Sometimes, a good brand uses a celebrity ineffectively,
and there are times when a smaller brand does extremely well with good use of a celebrity
endorser. It is not that the customer gets tired or confused about the same star accrediting

27
various products. If an ad film is told well with a differentiated story, it works. Or sometimes
it doesn’t.”

Aaker, D. J. &Joachimsthaler, E ,2000: Checking the inducement of brand names

Consumers can either be subjective or objective. The decisions of customers are also yield by
retail stores selling the products. Sales or the service of the sales ladies or the clerks could be
determined by the package or visual appeal of the retail outlet. moreover, consumers may
select distinct products/brands not only because these products gives the functional or
performance benefits expected, but also because products can be utilized to absolute
consumers’ personality, social dignity or alliance (symbolic purposes) or to fulfil their
internal psychological needs, such as the need for difference or newness.

Sharma, R., Smitha, D.C., Parking, C.W., (2000) According to Sarika Sharma, Director,
Exclussive Writing Instruments Ltd (EWIL), “Brand endorsement is a method to get your
brand attention in the market. Brand endorsement is a important tool to create awareness
rating of your brand up there in the stratosphere and it totally depends on the celebrity whom
you are appointing as brand ambassador for your brand. When we made Mr. Amer the brand
ambassador for Premium the sales automatically went up 30 per cent. Exclusive Writing
Instruments Ltd has now renewed Mr. Amar contract and raised its annual ad spend by 25 per
cent to touch Rs 05 crore this year. Premium now accounts for 40 per cent of our turnover, at
Rs 150 crore”

Brown et al. (2000) reported that the need for educating young generation specially those
who are in their adolescence are noticeably increasing, given their regular food eating habits
and behaviour, children who are in their teenage prefer food with respect to food nutritious as
well as three factors plays very important role, home environment, school and social
gatherings .

Aaker (2000) assess that brand awareness plays a vital role in consumer perception
especially when their buying pattern is not defined. Branded items gives the feeling of
familiarity especially in low involvement products for example soaps and other day to day
usage items, media and advertisement are effective tools for awareness.

Erdem, Oumlil and Tuncalp , (1999) Brand management needs planning, developing, and
directing marketing strategies. It includes amend the brand’s acme; as a brand manager one
should first diagnose the competitors brand building strategies and should be smart enough to
face potential threats by the competitors before launching your company’s product and make
their weakness as your strength.

Jayashree Y (1998) “In the matter of textiles, the consumers go for a wide range of fabrics to
select them, and their desire changes according to the season and geographical areas.
Consumer taste is a controlling aspect in determining the character of goods that appears in
the market. A prudent approach to clothing needs and expense makes the customer more
impressive participates in entire market economy”. Gender has been identified in much
literature on consumer shopping behaviour as a crucial aspect in catch on consumer
behaviour and as a basic market segmentation index for companies to meet their consumer’

28
needs and wants; Marketers should focus to understand the gender differences in decision-
making styles. Research addressing the issue of gender differences in decision-making styles
could assist marketers to identify better ways of communicating with both sexes and to
supervise marketing mix decisions (Mitchell and Walsh, 2004)

Elliot,R. &Wattanasuwan, K., (1998) Brand preference ascribe to eclectic demand for a
company's brand rather than a product; the degree to which customers select one brand over
another brand. In a perusal to build brand preference exhibiting, the advertising must drive a
target audience to acknowledge the advantages of a brand, often by building its reputation as
a long-established and faithful name in the industry. If the advertising is impressive, the
target consumer will prefer the brand over other brands in any category.

(Zeithaml, 1996) Perceptions of Consumers’ about a brand are positively enhanced and
dampen with increasing levels of perceived quality and with increasing levels of endure they
ambience respectively. For instance, customers’ judgments of quality are likely to be affected
by the quality suggested by such exotic cues as brand name and price. Brand name, price,
store name/image, and country of origin have also been identified by researchers as extrinsic
cues to (quality) perceptions (Teas and Agarwal, 2000).

Jones, B., (1996) The target audience plays a very important role in the achievement of the
product. The competitive markets these days are cataract with multiple discretion but the
consumer select his choice as per his financial standing. The size of the dent in his pocket
makes him prioritize his needs. For instance: In spite of there being number of shampoos in
the market, an average middle class family chooses to buy sunsilk because it fits into their
monthly budget. However the key word here is necessity over want.

Prus (1993) in a qualitative study said that a number of dilemmas for consumers are
constituted by shopping factors like additional definitions impact of products, money, users
as well as their concerns with the identities and ensuing relationships implied by the presence
of their companions.

Mascarenhas and Higby (1993) have identified the interpersonal impact in teenagers and
found three major impacts sources were considered-peers, parents and the media.

(Richins, M.L., & Dawson, S, 1992) Price sensitivity is an major contrivance in the market
today, as an decent customer would definitely adopt a product that is cheaper than a product
which is above his budget. Although brand image comes into picture, but it’s the money that
plays vital role in the consumer behaviour. It is the pricing of the product that affects or
influences the consumer to go ahead and choose a product that he desires.

Sabesson (1992), stated that brand of processed food is chosen by its quality, taste of the
product and price of product. These are the major factor which affects the criteria for food
brand selection.

29
Cronin and Taylor (1992) conducted a study having two fold objectives viz – to develop
and test a performance based alternative to SERVQUAL measure and to exhibit the
relationship between service quality, customer satisfaction and purchase intentions. The
findings exhibit that the service quality is an antecedent of consumer satisfaction and also the
customer satisfaction has a major influence on purchase intentions in comparison to service
quality. Therefore, a performance based measure of service quality is an improved means of
measuring the service quality constructs.

Rees (1992), study he explains those factors which influence consumer choice of food and
flavor includes food texture,appearance,taste and quality whereas use of microwave and
reduction in traditional cooking are the factors which effect consumer usage of product.
Demographics show that usage of microwave oven has changed eating habbits. The most
crucial factor is job opportunities of house wives who don’t have much time to cook at
home.80 percent of sale of packed food in markets is also taken to be essential. Customers are
reacting to message about safety and healthy eating.

Rossiter& Percy, 1987 and Aaker, (1991) One of the major components of brand
knowledge is brand awareness, which is taken as the capacity of a potential buyer to descry
or recall that a brand is a member of a certain product category. It is created by an increase in
the acquaintance of the brands through repeated disclosure, strong associations and
consumption cues (Keller, 2003).

Carman (1990) presented and tested a battery, SERVQUAL, to measure the perceived
quality of service situation. The study proposed the five dimensions found in this battery to
be generic dimensions of service quality. The author report on the replication and testing of
the SERVQUAL battery and offered various suggestions for its use by retailers. The
approach of the author employed some variation of the SERVQUAL scale in four different
settings. These four settings were – a dental school patient clinic, a business school placement
center, a tire store and an acute care hospital. The sample size for the study was 200
respondents in each of the four settings. It found out that it was not required to collect data on
importance with every administration of the perceptions battery, also, as with expectations,
mean rather than individual importance weights were satisfactory for calculating the overall
quality of a retail service function.

Parasuraman et al (1988) described the development of a 22-item instrument, named

SERVQUAL, for assessing customer perceptions of service quality in service and retailing
organizations. The primary data for initial refinement of the 97-item instrument were
collected from a sample of 200 adult respondents recruited by a marketing research firm in a
shopping mall in a large metropolitan area in the Southwest. The study concluded that the
SERVQUAL has a variety of potential applications. It can be proved as a helpful instrument
in measuring consumer expectations about and perceptions of service quality. In addition, the
availability of this instrument has stimulated much needed empirical research focusing on
service quality and its antecedents and consequences

30
Kumar et al. (1987) examined those factors which effect buying decisions making of large
number of respondents for different food products. Country, origin, and brand of the product
impact effectively and largely. Brand of the product is the most important factor since
consumers more attracted toward brand. Income, age and awareness are dependent factors.

Eastwood, D.B, (1985) The concept of consumer needs to be understood before getting an
insight about the behaviour and perceptions of consumer. Thus, ‘A consumer unit is one or
more persons who collectively generate income and allocate it for consumption among the
members of the unit’ .Making it more clear it can be said that the term customer unit refers
domiciliary which includes individuals, ancestry and those who are living together.

(Kahle, L. R., 1983) As a survey conducted in Poland concluded that the Polish students
opiate Polish products like electronics, clothing, cosmetics and variety of other products. It is
apparent that these socio-cultural aspects affect the customers to purchase only those products
made in their own country. Patriotism is a crucial key dimension in this scenario as it affects
the consumer behaviour. Likewise even some Indians would optate products made only in
India.

Henry, W. A., (1976) The fashion boosted by the presence of celebrities and socialites who
actually accord to the making of the specific brand. In the events we generally grasp that the
public who are from higher part of the society, are seated on the front rows of a fashion show
or any other big sociable event. Though many times the product does not necessarily fulfill a
commitment, but they develop desire and feelings. So these products are generally preferred
by this particular group. Therefore brand preference takes place.

31
 CHAPTER 3

OBJECTIVES AND RESEARCH METHODLOGY

3.1 OBJECTIVES OF THE STUDY

In order to get the right solution a clearly defined objectives are very important. A clearly
defined objective directs a researcher in the right direction. Clearly defined objectives are
important feature of a good research study. Without a clear objective a researcher is aimless
and directionless in conducting the study. Without focused objectives, no replicable scientific
findings can be expected.

Meaning A research objective is a clear, concise, declarative statement, which provides

direction to investigate the variables under the study.

Research objectives focus on the ways to measure the variables, such as to identify or
describe the. The objectives of a research project summarize what is to be achieved by the
study.

Characteristics Research objective is a concrete statement describing what the research is

trying to achieve. A well-known objective will be SMART

• S – SPECIFIC

• M – MEASURABLE.

• A – ATTAINABLE.

• R – REALISTIC.

• T – TIME BOUND

Every study is too conducted with key objectives and aims kept in the fore. Without aims and
objectives the study is like a ship without radar. So Aims and Objectives of this study are:

• To understand the awareness level of RR Kabel.

• To know the most influential factors that influence the customer behaviour towards
RR Kabel .

• To know how satisfied are customer with the products they purchase and the services
provided by the company.

• To know the perception of customer regarding the quality of RR Kabel .

• To find out the market position of RR Kabel.

32
3.2 RESEARCH METHODOLOGY

Research is careful and organized study or gathering of information about a specific topic. It
is a systematic, patient study and investigation in some field of knowledge, undertaken to
discover or establish facts or principles. According to Waltz and Bansell, “Research is a
systematic, formal, rigorous and precise process employed to gain solutions to problems or to
discover and interpret new facts and relationships”

Research methodology is the way to find out the result of a given problem on a particular
problem. In methodology, the researcher uses many criteria for solving the research problem.
If researcher does not work properly on a given problem, then there would be very less
probability to get the final result. It provides the researcher criteria by which we can decide
which techniques and procedures will be applicable to a given problem. At the same times it
helps the researcher to clearly state what course of action he should select at the time of
conducting the research so that they can be evaluated by others also. The process used to
collect information and data for the purpose of making business decisions. The methodology
may include publication research, interviews, surveys and other research techniques, and
could include both present and historical information

Research design

A research design provides a framework for the collection and analysis of data. The research
design used for this study is descriptive and a quantitative research. Descriptive research
methods are pretty much as they sound — they describe situations. They do not make
accurate predictions, and they do not determine cause and effect. There are three main types
of descriptive methods: observational methods, case-study methods and survey methods. The
sampling technique used Convenience Sampling with the subgroups identified as a
representative of the entire population.

The research design refers to the overall strategy that choose to integrate the different
components of the study in a coherent and logical way, thereby, ensuring you will effectively
address the research problem; it constitutes the blueprint for the collection, measurement, and
analysis of data. The research design is intended to provide an appropriate framework for a
study. A very significant decision in research design process is the choice to be made
regarding research approach since it determines how relevant information for a study will be
obtained; however, the research design process involves many interrelated decisions.

There are three main types of research design: Data collection, measurement, and analysis.
The design phase of a study determines which tools to use and how they are used. A design
that produces the least margin of error in experimental research is generally considered the
desired outcome.

33
The essential elements of the research design are:

• Accurate purpose statement

• Techniques to be implemented for collecting and analyzing research
• The method applied for analyzing collected details
• Type of research methodology
• Probable objections for research
• Settings for the research study
• Timeline
• Measurement of analysis

There are four key characteristics of research design:

Neutrality: When set up the study, to make assumptions about the data expect to collect. The
results projected in the research design should be free from bias and neutral. Understand
opinions about the final evaluated scores and conclusion from multiple individuals and
consider those who agree with the derived results.

Reliability: With regularly conducted research, it involved expects similar results every time.
The design should indicate how to form research questions to ensure the standard of results. It
only be able to reach the expected results if your design is reliable.

Validity: There are multiple measuring tools available. However, the only correct measuring
tools are those which help in gauging results according to the objective of the research. The
questionnaire developed from this design will then be valid.

Generalization: The outcome of your design should apply to a population and not just a
restricted sample. A generalized design implies that your survey can be conducted on any
part of a population with similar accuracy.
Research design is needed because it facilitates the smooth sailing of the various research
operations, thereby making research as efficient as possible. It has a significant impact on the
reliability of the results obtained.
.
A. Data collection method
Data collection is the process of gathering and measuring information on targeted variables
in an established system, which then enables one to answer relevant questions and evaluate
outcomes. It is a component of research in all fields of study including physical and social
sciences, humanities, and business.

The goal for all data collection is to capture quality evidence that allows analysis to lead to
the formulation of convincing and credible answers to the questions that have been posed.
The Data Collection is a process by which the researcher collects the information from all
the relevant sources to find answers to the research problem.
34
Data collection method can be divided into two categories:

• Primary Data
• Secondary Data

Primary data

It is the data that is collected directly sources, using methods like surveys, interviews, or
experiments. It is collected with the research project in mind, directly from primary sources.
The term is used in contrast with the term secondary data. These are collected for the first
time by an investigator or an agency for any statistical analysis. “Data which are gathered
originally for a certain purpose are known as primary data.” Primary data will mainly be
obtained through the administering of questionnaire regarding measuring service quality in
technical education institutes while a source is secondary if one organization or individual
has compiled the data to be used by another organization or individual.

Secondary Data

These are the data which are collected from some secondary source i.e. the source of
reservation storage where the data is collected by one person and used by other agency.
These are collected as primary data and used by other as secondary data. . The secondary
sources like past studies and archives will be accessed from various databases like books and
articles in order to obtain some reliable literature and empirical findings that can be applied
in order to have better understanding the service quality in this study, primary sources were
used to analyse the data gathered.

“The data which are used in an investigation, but which have been gathered originally by
someone else for some other purpose are known as secondary data.” — Blair

B. Sample Size

Sample size is a count the of individual samples or observations in any statistical setting,
such as a scientific experiment or a public opinion survey. Though a relatively
straightforward concept, choice of sample size is a critical determination for a project. Too
small a sample yields unreliable results, while an overly large sample demands a good deal
of time and resources.

A sample should represent the population as a whole and not reflect bias toward a specific
attribute. In this study I as a researcher used the data collected from employees working in
public companies as well as private companies.

Sample size measures the number of individual samples measured or observations used in a
survey or experiment. I choose a sample size of 150 respondents and all were the localities
of Rohtak and Bhiwani.

35
C. Analysis of Data

Researcher followed the following process for the analysis of data:

Take the data collected through questionnaire with the help of Google forms or online
survey. With the help of these Google forms researcher take the diagrams of responses that
is in the form of pie chart. These pie chart shows the percentage of total responses towards
the options or choices of the questions. With the help of these pie chart researcher makes
table of each and every particular question. In the last step researcher interpret the table and
diagrams to conclude this study.

Statement of Problem

The study is designed to conduct a satisfaction survey among the end customers at RR Kabel
Pvt Ltd. The organization wants to analyse the trends in the market and needs to get
suggestions for retaining their customers. The company wants to see whether the customers
are satisfied with the current offering of the products and to find out the areas which need
improvement. Hence problem of the study can be stated as “what are the reasons for purchase
decision of customers towards RR Kabel wires.”

Area of Study

For my project work the primary data was collected by means of survey through
questionnaires that is filled by the localities of Rohtak and Bhiwani

Time Period

This study was conducted during January to April 2020

Scope and Significance of the Study

The study was conducted at RR Kabel Pvt. Ltd, in order to determine the purchase
decision of Customers. If we understand what makes the end customers rely and continue the
usage of RR Kabel wires and cables, then we know which areas to focus on and improve.
Many believe that discount a benefits have significant impact on turnover rate.
However, the company could provide these at an acceptable level only, but increasing them
will not have the desired effect of raising the sales. There is not much of a price variation and
attribute level between the rival brands of wires. Yet it is important to note that the price
levels of wires are determined by the copper prices. It is at this event that the organization
should convince its customers to stick on to the brand. The study thus aims to provide an
insight to the current trends and market requirements from two different viewpoints of
customers, which would help the organization to plan and implement policies and strategies
to improve consistently.

36
Choice of respondents

The sampling technique used was Convenience sampling with the subgroups identified as a
representative of the entire population. According to Bryman & Bell, 2007 convenience
sampling technique refers to a technique that goes for the sample that is available in the light
of easy access.

Particulars and projects:

Research design, sources of data method, data collection, population, sampling method,
sample size and data collection instruments are mentioned below:

S.no. Particulars Project

1 Research design Descriptive research design

2 Sources of data method Primary data : Structured Questionnaire

3 Data collection Survey method

Personal survey method

4 Population Customers in Rohtak and Bhiwani

districts

5 Sampling method Non-probability

Convenience
Sampling technique
6 Sample size 150

7 Data collection instruments Structured Questionnaire

37
3.3 LIMITATIONS OF STUDY

• In the questionnaire respondents refused to give personal information and also refused to
give information due to personal reasons.

• The research study was time bounded and only certain criteria taken up for the study.

• Some of the respondents might have been biased in their responses as such the analysis
could vary to some extent.

• Some respondent’s behavior is dynamic in nature.

• This research study was taken in a limited area only [Rohtak & Bhiwani] and findings may
vary from place to place.

• Due to time constraint the sample size was limited to 150 Customers.

38
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

Table No. 4.1: Gender of customer

Particular Data
Male 87
Female 13

Figure No. 4.1: Gender of customer

MALE
FEMALE

Interpretation:

Above the chart shows the how many customers are male and female? Out of 150 customers
87% of customers are male and remaining 13% of customers are female. This shows that
majority of customer on shops for wires and cables were male.

39
Table No. 4.2: To which district customer belongs?

Particular Data
Bhiwani 88
Rohtak 62

Figure No. 4.2: To which district customer belongs?

BHIWANI
ROHTAK

Interpretation:

Above the chart shows to which district customer belongs. Out of 150 Customers 88
customers belongs to Bhiwani and remaining 63 belongs to Rohtak.

40
Table No. 4.3: Occupation of customer

Particular Data
Business man 43
Employee 32
Housewife 10
Others 15

Figure No. 4.3: Occupation of customer

BUSINESS MAN
EMPLOYEE
HOUSE WIFE
OTERS

Interpretation:

Above the chart shows the occupation of customer. Out of 150 Customers 43%of customer
bare business man. 32% of customers are Employee in some organization. 10% of customers
are housewife and remaining didn’t disclose their occupation.

41
Table No. 4.4: Which Electrical wire brand you have heard about?

Particular Data
Polycab 20
Havels 34
RR Kabel 27
Finolex 13
KEI 6

Figure No. 4.4: Which Electrical wire brand you have heard about?

POLYCAB
HAVELS
RR KABEL
FINOLEX
KEI

Interpretation:

Above the chart shows which electrical wire brand customers have heard about , out of 150
Customers 20% have heard about Polyacb, 34% have heard about Havels, 27% have heard
about RR Kabel, 13% have heard about Finolex and remaining 6% have heard about KEI.

42
 Table No. 4.5: Which Electrical wire brand you used?

Particular Data
Polycab 18
Havels 42
RR Kabel 25
Finolex 7
KEI 8

Figure No.4.5: Which Electrical wire brand you used?

POLYCAB
HAVELS
RR KABEL
FINOLEX
KEI

Interpretation:

Above charts shows about which electrical wire brand customer have used, out of 150
Customers 18% have used Polycab brand wire, 42% have used Havels brand wire, 25%
have used RR Kabel brand wire, 7% have used Finolex brand wire and remaining 8% have
used KEI brand wire.

43
Table No. 4.6: When you heard about RR Kabel?

Particular Data
More than 5 years 27
In last 4-5 years 30
In last 2-3 years 13
In last 1 year 20
In last 6 months 10

Figure No. 4.6: When you heard about RR Kabel?

More than 5 years

In last 4-5 years
In last 2-3 years
In last 1 year
In last 6 months

Interpretation

Above chart shows when customers have heard about RR Kabel, out of 150 customers 27%
customers heard about RR Kabel from more than 5 years, 30% of customers have heard
about RR Kabel in last 4-5 years, 13% of customers have heard about RR Kabel in last 2-3
years, 20% of customers have heard about RR Kabel in last 1 year and 10% of customers
have hear bout RR Kabel in last 6 months.

44
Table No.4.7: Where did you hear of RR Kabel Promotion?

Particular Data
TV 42
Press 4
Outdoor 3
Electrician 22
Architect/Retailer 29

Figure No. 4.7: Where did you hear of RR Kabel Promotion?

TV
PRESS
OUTDOOR
ELECTRICIAN
ARCHITECT

Interpretation

Above chart shows where did customers have heard about RR Kabel promotion, out of 150
customers 42% of customers have heard about RR Kabel promotion on TV, 4% of
customers have heard about RR Kabel promotion by press media, 22% of customers have
heard about RR Kabel promotion by electrician and remaining 29% of customer have heard
about RR Kabel promotion by architect/retailer.

45
Table No. 4.8: On which channel you see TV commercial of RR Kabel?

Particular Data
Star plus 7
Aajtak 43
Sony 13
Zee TV 23
India TV 14

Figure No. 4.8: On which channel you see TV commercial of RR Kabel?

STAR PLUS
AAJTAK
SONY
ZEE TV
INDIA TV

Interpretation

Above chart shows on which channel customer have seen TV commercial of RR Kabel.
Out of 150 customers 7% of customers have seen TV commercial of RR Kabel on Star
Plus. 43% of customers have seen TV commercial of RR Kabel on Aajtak. 13% of
customers have seen TV commercial of RR Kabel on Sony. 23% of customers have seen
TV commercial of RR Kabel on Zee TV and remaining 14% of customers have seen TV
commercial of RR Kabel on India TV.

46
Table No. 4.9: Have you heard about RR Kabel Unilay Wires?

Particular Data
Yes 41.75
No 35.5
Not sure 22.75

Figure No. 4.9: Have you heard about RR Kabel Unilay Wires?

Interpretation

Above chart shows that the consumer has knowledge about the wire, because the
consumers are aware about the safety so most of the consumers are knowledgeable about
the wire. But probably in some of the cases, consumer is not fully knowledgeable about the
wire. So electrician has to share the knowledge.

47
Table No. 4.10: From where you buy RR Kabel wires?

Particular Data
Local Distributor/Retailer 39
Outside Distributor/ Retailer 61

Figure No. 4.10: From where you buy RR Kabel wires?

LOCAL DISTRIBUTOR
OUTSIDE DISTRIBUTOR

Interpretation

Above charts shows that from where customer have bought RR Kabel wires. Out of 150
customers 39% of customers have bought RR Kabel wired from local distributor and
remaining 61% of customers have bought RR Kabel wires from outside distributor.

48
Table No. 4.11: Factors to be considered while purchasing wires and cables

Particular Data
Advertisement 10
Safety 24
Price 20
Quality 38
Availability 8

Figure No. 4.11: Factors to be considered while purchasing wires and cables

ADVERTISMENT
SAFTEY
PRICE
QUALITY
AVAILABILITY

Interpretation:

Above chart shows which factor customer consider the most for purchasing the wires. Out
of 150 customers, 10% of customers have chosen advertisement. 24% of customers have
chosen safety. 20% of customers have chosen price. 38% of customers have chosen quality
and remaining 8% of customers have chosen availability

49
Table No. 4.12: Would you likely to recommend RR Kabel wires to others?

Particular Data
Yes 68
No 32

Figure No. 4.12: Would you likely to recommend RR Kabel wires to others?

YES
NO

Interpretation:

Above chart shows that would customers likely to recommend RR Kabel wires to others. Out of
150 customers 68% of customer said YES that they will recommend RR Kabel wires to others
while remaining 32% of customers said NO that they will not recommend RR Kabel wires to
others.

50
 CHAPTER 5

CONCLUSIONS AND RECOMMENDATIONS

• As per the data obtained, 27% of customers have heard about RR Kabel.

• As per the data 25% of customers have used RR Kabel brand wire.

• As per the data obtained 27% customers heard about RR Kabel from more than 5 years,
30% of customers have heard about RR Kabel in last 4-5 years, 13% of customers have
heard about RR Kabel in last 2-3 years, 20% of customers have heard about RR Kabel in
last 1 year and 10% of customers have hear bout RR Kabel in last 6 months.

• As per the data obtained42% of customers have heard about RR Kabel promotion on TV,
4% of customers have heard about RR Kabel promotion by press media, 22% of
customers have heard about RR Kabel promotion by electrician and remaining 29% of
customer have heard about RR Kabel promotion by architect/retailer.

• As per the data obtained,7% of customers have seen TV commercial of RR Kabel on Star
Plus. 43% of customers have seen TV commercial of RR Kabel on Aajtak. 13% of
customers have seen TV commercial of RR Kabel on Sony. 23% of customers have seen
TV commercial of RR Kabel on Zee TV and remaining 14% of customers have seen TV
commercial of RR Kabel on India TV

• As per the data obtained, 39% of customers have bought RR Kabel wired from local
distributor and remaining 61% of customers have bought RR Kabel wires from outside
distributor.

• As per the data obtained, 38% of customers have chosen quality as major factor for
purchasing wires and cables.

• As per the data obtained,68% of customer said YES that they will recommend RR Kabel
wires to others while remaining 32% of customers said NO that they will not recommend
RR Kabel wires to others.

51
 REFERENCES

Books:

• Arun Sharma, Data Analysis and Interpretation, Bilingual Publisher: Tata McGraw-Hill
Education India

• Consumer Behavior (English, Paperback, Blackwell Roger D.), Cengage

• Consumer Behavior Global Edition 11th Edition by Michael R Solomon, Pearson January
2014

Websites:

• https://www.rrkabel.com/about-us/our-profile

• https://www.rrkabel.com/about-us/policy

• https://www.rrkabel.com/construction-building-range

• https://en.wikipedia.org/wiki/Finolex_Cables

• http://wikimapia.org/1587389/R-R-Kabel

• https://en.wikipedia.org/wiki/Category:Wire_and_cable_manufacturers

• https://engmag.in/rr-kabel-the-brand-of-india/

• https://www.scribd.com/document/264342214/A-Study-of-Consumer-Attitude-and-Awareness-
towards-Branded-Electrical-Wire-and-Cable-With-Reference-To-Jalgaon-City

• https://shodhganga.inflibnet.ac.in/bitstream/10603/152931/11/11_chapter%202.pdf

52
 ANNEXURE
Dear Sir/Madam

I, Kirti kant soni the student of TIT&S Bhiwani (Haryana) is conducting a survey on
Customer perception towards wires and cables with special reference to RR
Kabel: A study of Rohtak and Bhiwani. I request you to kindly spare a few minutes
and help in the completion of the survey. Your cooperation will be highly obliged. The
objective of this study is to assess the level of agreement or disagreement on the
following. Please tick (√) at the appropriate box.

RESPONDENT PROFILE

1. Name of the Respondent

2. Gender:

(a) Male ( ) (b) Female ( )

3. Age:

(a) 25-35 ( ) (b) 35-45 ( )

(c) 45-55 ( ) (d) above 55 ( )

4. Annual income in Rs. (Annually):

(a) Below 5 Lakhs ( ) (b) 5 Lacs-10 Lacs ( )

(c) 10 Lacs-15Lacs ( ) (d) Above 15 Lacs ( )

5.Occupation:

(a) Business man ( ) (b) Employee ( )

(c) House wife ( ) (d) Other ( )

6. District:
(a) Bhiwani ( ) (b) Rohtak ( )

53
 PROJECT PROFILE
1. Which Electrical wire brand you have heard about?
(a) Polycab ( ) (b) Havels ( )
(c) RR Kabel ( ) (d) Finolex ( )

(e) KEI ( )

2. Which Electrical wire brand you used?

(a) Polycab ( ) (b) Havels ( )
(c) RR Kabel ( ) (d) Finolex ( )

(e) KEI ( )

3. When you heard about RR Kabel?

(a) More than 5 years ( ) (b) In last 4-5 years ( )
(c) In last 2-3 years ( ) (d) In last 1 year ( )

(e) In last 6 months ( )

4. Where did you hear of RR Kabel promotion?

(a) TV ( ) (b) Press ( )

(c) Outdoor ( ) (d) Electrician ( )

(e) Architect ( )

5. On which channel you see TV commercial of RR Kabel?

(a) Star plus ( ) (b) Ajtak ( )

(c) Sony ( ) (d) Zee TV ( )

(e) India TV ( )

54
6. Have you heard about RR Kabel Unilay Wires?

(a) Yes ( ) (b) No ( )

(c) May be ( )

7. Would you likely to recommend RR Kabel wires to others?

(a) Yes ( ) (b) No ( )

(c) May be ( )

8. From where you buy RR Kabel wires?

(a) Local distributor ( ) (b) Outside distributor ( )

S.NO Statements SA A N D SD

1.
Brand (include advertising) is key factor in your choice
of wire.
2.
Safety is key factor in your choice of wire.

3.
Price is key factor in your choice of wire.

4.
Quality is key factor in your choice of wire.

5. Availability is key factor in your choice of wire.

6.
Electrician Recommendation is key factor in your choice
of wire.
7.
Architect Recommendation is key factor in your choice
of wire.

Thank You for your valuable time & cooperation

KIRTI KANT SONI

55