A REPORT ON CUSTOMER SATISFACTION OF V-GUARD PRODUCTS

PART SEMESTER REPORT SUBMITTED TO

DEPARTMENT OF COMMERCE AND INTERNATIONAL TRADE

IN PARTIAL FULLFILMENT OF REQUIREMENT FOR THE AWARD OF

THE DEGREE

B.COM (PROFESSIONAL ACCOUNTING)

ASHISH REJI THOMAS URC17CPA024

UNDER THE GUIDANCE OF

MR.LEO

ASSISTANT PROFESSOR

DEPARTMENT OF COMMERCE

KARUNYA INSTITUTE OF TECHNOLOGY AND SCIENCES

(DECLARED AS DEEMED TO BE UNIVERSITY UNDER SEC 3 UGC ACT 1956)

MARCH 2020

1
 CERTIFICATE

Mr.LEO
Assistant Professor
Department of Commerce
Karunya Institute of Technology and Sciences
Tamil Nadu- Coimbatore-641114

This to certify that the industrial training report entitled ‘A Report on customer satisfaction on V-Guard
products’ is a bonafide record of work done by Ashish Reji Thomas(Reg. no URC17CPA024) under my
supervision and submitted in partial fulfillment for the award of the degree of Bachelor of Commerce
(Professional Accounting) of Karunya Institute of Technology and Sciences.

Place:

Date: Research Supervisor

2
 DECLARATION

I Ashish Reji Thomas hereby declare that the Industrial Training report entitled “A Report on Strategies used to
Build Successful Internet Based Customer Services” is a bonafide record of the original research work carried
out by me in Karunya Institute of Technology and Sciences and that is not been submitted earlier elsewhere for
the of any Degree, Diploma or Fellowship.

• I understand that Karunya Institute of Technology and Sciences shall hold the copyrights of this internship
report submitted to the University.

• I will republish the entire extracts of the internship report only with the permission of Karunya Institute
of Technology and Sciences and I am liable to pay 40% of royalty to Karunya Institute of Technology
and Sciences.

• If I engage in documenting and research findings with an intention of publishing it for commercial
purpose, I shall obtain a NOC from the office of the Registrar prior to engaging in such activities.

Place:

Date: Signature of the candidate with Register Number

3
 TABLE OF CONTENTS

Sl.no Content Page.no

1 ACKNOWLEDGEMENT 5

2 INTRODUCTION 6

3 TOOLS USED FOR 8

ANALYSIS

4 LITERATURE 9
REVIEW

5 CONSUMER 14
PREFERENCE

6 COMPANY PROFILE 18

7 HISTORY 19

8 MILESTONES 20

9 PRODUCT PROFILE 23

10 INDUSTRY PROFILE 27

11 ANALYSIS AND 29
INTERPRETATION
OF THE STUDY

12 FINDINGS, 54
SUGGESTIONS AND
CONCLUSION

13 BIBLIOGRAPHY 56

14 APPENDIX 57

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 ACKNOWLEDGEMENT

First and foremost, I thank God Almighty for enabling me to complete the internship as well as the report. I would
also like to thank Dr. Joseph Kennedy, Dean, Karunya School of Science, Arts, Media and Management and Dr.
C. Samuel Joseph, Head, Department of Commerce and Mr. Leo, Assistant Professor, Department of Commerce
for giving me an opportunity to do my internship.

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 CHAPTER - I
INTRODUCTION

Philip Kotler defines customer satisfaction as “The person feeling of pleasure or disappointment,
which resulted in comparing products perceived performance or outcome against his or expectation”. We
cannot consider profits in every case; customer satisfaction is needed in all aspects. For any product or service to
reach a session of heights, the product or service should have a certain amount of customer support. The future
of the products depends completely on the services the company provides. V-Guard products stand out in the
market only because of their product quality.
In the four decades V-Gaurd earned itself a reputation for solidity, for designing and manufacturing
products that are built to last. For them being routed in solidity is only in the beginning, something they can be
proved but a glory they cannot bask in because there is so much more to achieve in a world in which the meaning
of a better quality of life is being refined redefined every day, fuelling greater expectation from the tool that
enable a better quality life. The company has adopted different management tools, practice and techniques in
tackling new challenged, sustaining growth and delivering world class products and services to their discerning
customers.
They not only consider innovation that makes up profit but also considers its consumers human life and
consumers relationship with the appliances that they use.
As a nationally responsible business concern with the dedication to country spirit V-guard has been
playing a part towards the financial development of India. The most important activity in this line has been the
introduction of the build India and relief problem. This is an integrated approach that aims to work with
communities which facilitates access to basic services.
V-Guard has also taken initiatives in supporting various orphanages across Kerala and Tamilnadu.

STATEMENT OF THE PROBLEM

Every organisation motive is not only to earn profit but also to earn customers satisfaction. It represents
the road map to achieving the greater results such as sales growth, worldwide brand recognition, higher market
penetration.
Customer satisfaction do promote the products or services of a company over its competitors. Thus, the
project is done to study about the satisfaction of the customers towards the products of V-guard industries ltd.

SCOPE OF THE STUDY

The scope of the study on “CUSTOMER SATISFACTION TOWARDS V-GUARD PRODUCTS”
is all about an assessment which is made to understand the satisfaction level of customers and consumer
preferences of V-guard products over its competitors.
OBJECTIVES OF THE STUDY
• A study on customer satisfaction towards v guard products.
• To understand the awareness about company products among the customers.
• To understand various problems faced by the customers.
• To gain suggestions for improvements from customers.

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Hypothesis of the study
H0: There is no significant relationship between the age group of the respondents and the level of
awareness about the v-guard products.
H1: There is significant relationship between the age group of the respondents and the level of awareness
about the v-guard products.

DATA COLLECTION
Data collection is an important aspect of research study. Data is an essential factor in every project the
resources of data may be two types – Primary Data and Secondary Data. Both primary and secondary data are
used in the project.

Primary Data

For the completion of the project study, we used the following methods of primary data collection methods;

• Questionnaire
• Observation

Secondary Data
The major sources of secondary data are:

Internal Sources:
• Companies Brochures

External Sources:
• Magazines
• Internet
• Journals

Sampling Design
• Sampling method
o In this project convenience sampling is used as sampling technique.
• Sampling Size
o Sample size for this study was taken 150.This sample includes employees of various organizations
and businessmen.

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TOOLS USED FOR ANALYSIS
• Simple Percentage Method
Simple percentage method refers to ratio. With the help of absolute figures, it will be difficult to
interpret any meaning from the collected data, but when percentages are found out it becomes easy to
find out relative difference between two or more attribute.
Percentage of respondents = (No. of respondents/No. of respondents) *100

Period and area of the study

• The period and area of the study is confined to Kochi city for the period of 30 days.

LIMITATIONS OF THE STUDY

• Due to inadequate time, it was not possible to analyse all aspects relevant to the study.
• Since the Organisation was holding certain privacy policies, they were reluctant to share sensitive
information that is confidential to the firm.

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 CHAPTER-II
LITERATURE REVIEW

1. Homburg, C. & Giering, A. (2019) focused on Previous inquiry on the link between customer
satisfaction and loyalty has mostly neglected the difficulty of moderator variables. During a consumer‐
durables context the authors analyse the moderating impact of selected personal characteristics on the
satisfaction–loyalty link. The empirical findings, that square measure supported multiple‐group causative
analysis, show that the strength of the link between customer satisfaction and loyalty is powerfully
influenced by characteristics of the customer. Specifically, selection seeking, age, and financial gain
square measure found to be necessary moderators of the satisfaction–loyalty relationship. 2014John Wiley
& Sons, Inc.
2. Murali S, Pugazhendhi S & Muralidhara C (2018) studied about After sales services (ASS) square
measure activities that crop up when the acquisition of the merchandise by customers and square measure
dedicated to supporting customers within the use and disposal of products. ASS will produce property
relationships with customers and contribute considerably to customer satisfaction. The aim of this study
is to gauge the ASS quality by mensuration the extent of customer satisfaction (CS), customer retention
(CR) and customer loyalty (CL) through the SERVQUAL dimensions comprising of ASS attributes and
conjointly to envision that such ASS-based dimensions of SERVQUAL has to be targeted additional on
up the standard of ASS with the thought of companies concerned in producing the electronic products.
For this purpose analysis models were planned to look at the influence of ASS attributes on Cs, Cr and
CL for 3 totally different product like stabilizer, Water heater and Mixer Grinder from the house
appliances sector and tested by multivariate analysis analyses on knowledge collected through the
structured survey form, with a five-point Likert scale.
3. Bayus B L (2017) Focus on in the tutorial literature, the modelling of brand name alternative and switch
behaviour encompasses a long history of electronics. Comparable efforts with electronic products,
however, area unit typically absent. This paper presents Associate in nursing application of the complete
switch model projected by capital of Sri Lanka and Morrison (2012) to a collection of 4 major home
appliances.
4. Davis-Sramek, B. Mentzer J. T& Stank T P (2015) Studied about Manufacturers currently realize
themselves within the position of finding new ways in which to stay competitive within the era of retail
power. The concern rests on the manufacturer's ability to implement operational ways that facilitate the
distributor accomplish its objectives. Specifically, makers that establish victorious order fulfilment
service will have an effect on distributor loyalty. The overarching goal of this analysis, therefore, is to
look at the importance to operations managers of understanding the order fulfilment wants and
expectations of their retail customers and to determine the added role that operations management plays
in developing distributor loyalty. Empirical proof is provided on the relationships between relative order
fulfilment service, operational order fulfilment service, satisfaction, emotional commitment, purchase
behaviour, and loyalty. Such proof not solely focuses on the strategic importance of the OM discipline in
manufacturer– retailer relationships, however additionally extends previous OM theory by taking an
additional complicated read of the loyalty development.
5. Yang C.C(2015) Focused on the improvement of service quality has become a serious strategy for up
aggressiveness. The identification of customers’ necessities so the and also, he measuring of satisfaction
levels square measure therefore 2 crucial activities for enterprises. However, corporations oft fail to know
customer necessities, and also the usual strategies for measure customer satisfaction square measure

9
 incomplete. this analysis establishes an integrated model for achieving multiple targets in measure service
quality, i.e. to spot the necessary quality attributes that square measure known by customers; to know
customer satisfaction levels with relevancy these quality attributes; to get the distinction between
employees’ perceptions and also the customers’ perceptions of those quality attributes; to use the analytic
results to boost service quality; and to spot the classes of Kano’s model of every quality attribute which
will be used as important reference on quality choices. This integrated model is efficacious for sensible
implementation in industries, and as a crucial reference for educational analysis on service quality.
6. Law A, K. Hui Y. V.& Zhao (2016) Studied about Although customer satisfaction and loyalty have
attracted plenty of attention in commission management analysis, comparatively few studies have
examined the impact of waiting time and repair quality on customer satisfaction and repurchase frequency
of electronic products. During this study, we tend to model the relationships between customer
satisfactions, repurchase frequency, waiting time and alternative service quality factors in nourishment
retailers in the market of electronic products. The results indicate that waiting time and alternative service
factors like workers perspective, atmosphere, seat convenience and food quality considerably influence
the customers’ come frequency. Results additionally show that waiting time, workers perspective, food
quality and food selection all considerably have an effect on customer satisfaction. It’s additionally found
that the importance of the link depends on the temporal arrangement of the visits. These models can
facilitate managers to know the vital factors that influence customer loyalty and satisfaction within the
nourishment business and facilitate them build enhancements consequently.
7. Parker C. & Mathews B. P. (2019) Focused on the term satisfaction could be an important thought in
promoting and is central to several definitions. This paper seeks to look at what this term means that to
the general public at massive. It explores the assorted definitions of satisfaction at intervals the literature.
The empirical results derive from individuals own interpretation and definition of the term satisfaction,
additionally as analysis of their definitions. Finds that the majority individuals cited many definitions of
satisfaction, illustrating that it's a varied thought. The foremost common interpretations mirror the notion
that satisfaction could be a feeling which ends up from a method of evaluating what was received against
that expected, the acquisition call itself and/or the fulfilment of needs/wants. t additionally finds that the
actual interpretation is tormented by discourse problems, like whether or not it's a product or service into
consideration Grewal, D., & Sharma, A. (2017). Focus on Salesforce behaviour will have a big result on
customer satisfaction. This paper presents an abstract framework examining the impact of the salesforce
policy on customer satisfaction in the field of electronics. Among the context of the framework, it's prompt
that salespeople and sales managers will increase customer satisfaction through accommodative
commercialism behaviour and by developing customer feed-back systems severally. Testable
propositions square measure prompt for future analysis, and potential social control implications of the
analysis square measure mentioned. The paper emphasizes that the determination and improvement of
customer satisfaction ought to be essential goals of salesforce management.
8. Ahn J S & Sohn S Y (2009) Studied about Manufacturing companies aim to sell their merchandise
whereas they fight to stay a sound customer relationship by providing prime quality after-sales service
(A/S). This can be as a result of whereas such services have continuously been necessary in selling and
sales industries, they're presently gaining importance within the producing trade additionally. Therefore,
it's necessary to spot the requirements of various customer teams and to produce individual A/S for every
cluster consequently. During this study, we have a tendency to propose a framework that consists of fuzzy
clump and an association rule to spot customer teams and their desires. We have a tendency to initial
applied fuzzy clump of shoppers in terms of indicators of CSI (customer satisfaction index). Next, the
association rule is employed to know the type of A/S that customers contemplate necessary. Our results
known 3 teams of shoppers and their needs: cluster one represents those that have a high degree of
satisfaction, loyalty and high variety of complaints. This cluster considers the house visiting service most
10
 significant. Despite the actual fact that the cluster one has high degree of criticism prevalence, they show
a high degree of loyalty. Cluster two has terribly high degree of satisfaction and loyalty with a coffee level
of complaints. This cluster considers necessary the A/S factors all told of service sections, together with
at the decision centre, the house visiting service, and claim handling. Cluster three has average
satisfaction, variety of complaints, and loyalty. Cluster three customers place weight on A/S factors
handling the decision centre and therefore the home visiting service. We have a tendency to expect that
producing companies will strengthen CRM (customer relationship management) by giving tailored A/S
for every cluster consequently.
9. Chen Y L & Chiu H C (2009) focussed on the purpose of this empirical study is to analyse the
consequences of relative bonds on customer satisfaction exploitation gender and time horizon as
moderators. The findings are three-fold. First, the monetary and structural bonds have positive impacts
on shopper’s satisfaction but, the social bond doesn't. Second, the monetary, social, and structural bonds
have a lot of positive impacts on feminine, than male customer satisfaction. Third, the monetary bond is
a lot of fortunate in strengthening customer satisfaction for short-run than for long customers; but the
structural bond is a lot of necessary for long than for short-run customers.
10. Chen Z & Dubinsky A J (2010) Studied about This article presents associate degree explorative study
of an abstract model of perceived customer worth in an exceedingly business‐to‐consumer e‐commerce
setting. Key precursors of perceived customer worth enclosed within the model square measure valence
of on‐line looking expertise, perceived product quality, perceived risk, and merchandise worth.
Relationships among these variables (as well as mediating variables) and their relationship to on‐line
shoppers' worth perceptions square measure explored. The theoretical framework planned during this
work expands on previous efforts on perceived customer worth by as well as new variables relevant to
associate degree e‐commerce setting and by desegregation many key variables into one model. The
preliminary findings result in many implications. © 2003 Wiley Periodicals, Inc.
11. Kabiraj S & Shanmugan J (2014) studied about Brand loyalty makes a critically valuable contribution
to competitive advantage. High whole loyalty is associate plus that lends itself to extension, high market
share, high come back on investment and ultimately high whole equity. The challenge for marketers is
the way to influence loyalty. Marketers have rush to develop supposed loyalty schemes, however don't
invariably seem to possess thought about the key parts of why customers stay loyal to a whole. Whole
loyalty has been one in all the foremost mentioned and most misunderstood selling ideas of recent years;
so, it's clearly an honest time to return the conception of brand name loyalty. First, a loyal customer and
a glad customer don't seem to be essentially identical issue. Customers could stay loyal for variety of
reasons and should not even be pleased with the merchandise or service. An absence of customer
defections doesn't essentially indicate glad customers. From the planning of {a new replacement whole
new} product to the extension of a mature brand, effective selling ways rely upon a radical understanding
of the motivation, learning, memory and call processes that influence what customers get. Later on, the
problem of brand name loyalty has been examined at nice length during this article with a Euro
Mediterranean perspective.
12. Stock R M (2011) Focus on This article tries to supply deeper insights into the link between the originality
of a company’s offered goods/services and customer satisfaction. This study proposes AN inverted
formed relationship between the originality of the offered merchandise and customer satisfaction. For the
originality of services, data political economy and services promoting literature indicate an inverted
formed relationship. 2 separate studies conducted for merchandise and services make sure the planned no
monotonic effects of the investigated relationships. Each studies use of knowledge from promoting
managers to assess originality and from customers to point customer satisfaction.
13. Gil-SauraI & Ruiz-Molina M E (2009) Marketing is predicated on the institution and maintenance of
continuous relations between customer and salesperson as a supply of mutual advantages. Yet, perceptions
11
 of the advantages of those relations will vary to an excellent extent supported the sort of consumer. The
aim of this text is to characterize teams of retail customers supported their perceptions of the advantages
and prices derived from their relations with retailers. As a results of cluster analysis, we have a tendency
to obtain a categorization of customers that take issue considerably in their perceptions of relative
advantages and of alternative distributor characteristics (e.g., store's info and communication
technologies, perceived worth, service quality and loyalty).

14. Sammer K & Wüstenhagen R (2006) Focussed on Eco‐labelling is a very important tool to beat market
failure because of data asymmetries for environmental merchandise. Whereas previous analysis has
mentioned the importance of labelling, this paper provides empirical information on the influence of eco‐
labels on customer behaviour for unit appliances. It reports on the results of a survey involving a complete
of 151 choice‐based conjoined interviews conducted in Chwezi in spring 2004. Choice‐based conjoined
analysis (also referred to as separate choice) has been applied to reveal the relative importance of assorted
product attributes for customers. The EU energy label is employed for the merchandise class chosen in
our survey, laundry machines, and that we investigate the relative importance of this eco‐label compared
with alternative product options (such as whole name) in consumers' getting selections. We have a
tendency to draw conclusions for property promoting and policy. Copyright © 2006 John Wiley & Sons,
Ltd and ERP surroundings.
15. Davis-Sramek B, Droge C, Mentzer J T & Myers M B (2009) Studied about as a result of weakening
whole image/loyalty, very little differentiation, and intense price struggle, maker’s square measure
currently progressively ironed to make sure retailers’ shelf area and/or employee attention. This analysis
contributes to the literature by trial {and error} examining an underrepresented body of literature within
the B2B context—retailer loyalty. Specifically, this study fills a spot by investigation distributor
evaluations of the technical and relative dimensions of a manufacturer’s order fulfilment service quality
as predictors
of distributor satisfaction, affectional versus scheming commitment, and ultimately loyalty behaviour.
Results recommend that each technical and relative order fulfilment service quality influence
satisfaction that successively absolutely affects each affectional and scheming commitment. By
separating the affectional and scheming dimensions, loyalty behaviour is associated directly solely with
affectional commitment. Additional examination reveals that relative order fulfilment service quality
includes a direct impact on affectional commitment. Once the sample was split supported ―share of
billfold,‖ results recommend that satisfaction impacts each affectional and scheming commitment,
notwithstanding ―share of billfold.‖ For ―high share‖ retailers, the positive relationship of scheming to
affectional commitment creates Associate in nursing indirect route (through affectional commitment) by
that scheming commitment affects behavioural loyalty.
16. Dekimpe M E Mellens M & Abeele P V (2010) Focus on in his paper, we tend to examine the over-time
behaviour of brand name loyalty for an oversized set of brands drawn from twenty-one customer grocery
classes. Exploitation the brand-loyalty operationalization of capital of Sri Lanka and Morrison (2005), the
subsequent conclusions square measure obtained. First, very little support is found for the often-heard
competition that complete loyalty is step by step declining over time. Second, whereas the short-term
variability around a brand's mean loyalty level isn't negligible, no proof is found that this variability has
consistently multiplied over time, and it will be reduced significantly through an easy smoothing
procedure. Finally, the brand-loyalty pattern for market-share leaders is found to be a lot of stable than
for alternative brands. The study findings were strong to variation within the measure accustomed
construct the change matrices, and to completely different treatments of multiple purchases
17. Delgado-Ballester E & Luis Munuera-Alemán J (2001) Focused on the existing literature of name
loyalty has been basically cantered on the roles of perceived quality, complete name and particularly
12
 satisfaction, because of the actual fact that they summaries consumers’ data and experiences, guiding their
succeeding actions. During this context, the shifting stress to relative selling has devoted tons of effort to
analyse however different constructs like trust predict future intention. The actual fact that there are a unit
abstract connection of trust to the notion of satisfaction and loyalty, and that this effort is particularly
lacking within the brand‐consumer relationship, moves the authors to concentrate on analyse the
relationships existing among these ideas. Analysis methodology consisted of regressions and
multivariable analysis with a sample of 173 patrons. The results obtained recommend the key role of name
trust as a variable that generates customers’ commitment, particularly in things of high involvement,
during which its result is stronger as compared to overall satisfaction.
18. Bloemer J & De Ruyter K (2012) Studied about in this article the connection between brand satisfaction
and brand loyalty is examined. A distinction is formed between true brand loyalty and spurious brand
loyalty and manifest and latent satisfaction with the shop. We have a tendency to theories that the positive
relationship between manifest brand satisfaction and brand loyalty is stronger than the positive
relationship between latent brand satisfaction and brand loyalty. What is more, we have a tendency to
theories an on the spot yet as AN indirect impact through satisfaction of store image on brand loyalty.
Second, the connection in brand loyalty is mediate by brand satisfaction. We have a tendency to don't
notice proof for an on the spot impact of brand image on brand loyalty.

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 CHAPTHER-III
CONSUMER PREFERENCE

While individual consumers may not give much thought to why they prefer one product than other, for
businesses and marketers who make a living based on consumer demand, it is pretty much a science. In addition
to product's price and its availability, knowing consumer references can predict how likely a product is to sell
and how much it can be sold for. Preferences vary from one product to another and the components of those
products can each affect preference.
Consumer preference is defined as the subjective tastes of individual consumers, measured by their
satisfaction with those items after they've purchased them. This satisfaction is often referred to as utility.
Consumer value can be determined by how consumer utility comparison between different items. Consumer
preferences can be measured by their satisfaction with a specific item, compared to the opportunity cost of that
item since whenever you buy one item, you forfeit the opportunity to buy a competing item.
The preferences of individual consumers are not contained within the field of economics. These
preferences are dictated by personal taste, culture, education and many other factors such as social pressure from
friends and neighbours. For example, someone who prefers to own a specific brand of a smartphone because
his/her friends all have the same brand.
People often prefer some aspects of a product, but not others. When comparing sofas, the colour, fabric
and size of the sofas can each have an impact on consumer preference, as well as the number of extra cushions
they have. Not all of these aspects carry the same weight. When comparing two restaurants, for example, you
may prefer the food and the ambiance of one over the other, but having a rude waiter at one restaurant may cause
you to prefer the other restaurant overall. While consumer preference is an indicator of consumer demand, it's
important to note that consumer choices are not always determined by preference alone. Choices are often limited
by a consumer's income or budget, compared to the cost of the item which is why so few people drive luxury cars
or fly first-class.

Importance of consumer preference

Consumer preference determines what products people will buy within their budget. Understanding
consumer preference will give you an indication of consumer demand. This information will help to ensure that
you have enough product to meet demand and will help you determine the price for your product. For example,
your company makes dresses, knowing what women prefer in a dress will help you determine which colours and
fabrics will sell better than there, as well as whether shorter hemlines will sell better than longer hemlines
If the products are comparable to more expensive brands, you may be able to sell them at a higher profit.
On the other hand, if your competitors offer similar dresses for less money that are also preferable to yours, you
may need to reduce production, change the design or reduce your profit to ensure you aren't left with too much
inventory at the end of the season.
As the preference for one product over another increase, one product may outsell the other even if the price
is much higher. However, when the preference is negligible, then price and availability become the determining
factors over which one will sell better.

• Growing Taste for Activity

As the American population ages, a growing number of people are running towards products that are geared
towards activity and longevity, which represents a $7.6 trillion opportunity for the right products. Nike is one
company that is already catering to this growing preference, marketing to 55-year-olds who are trying to keep as
14
actives they were in their 20s. New Balance is also targeting this market by offering footwear designed for people
with sore feet.

• Younger Influencers
Years ago, a child's influence on a parent's purchasing decisions was limited to toys and children's wear.
Today, however, parents are asking their children for opinions more than ever, including what kind of car would
best suit the family, where to go dinner and even what clothing the parents should buy for themselves. As a result,
clothing retailers are putting more emphasis on their children's departments. Their strategy is that once the
children bring the parents in for the children's clothes, they may see something think their mother or father should
buy in the adult section.

• Preferences for larger Selections

In addition to getting older, Americans are also getting larger. In 2017, more than one-third of adults and one-
in-six children were obese, a trend that is only expected to increase. These consumers know that just because they
are larger, wider or thicker than the average customer, it doesn't mean they shouldn't have well-fitting clothes.
Consequently, consumers are showing a preference for a larger selection in clothing sizes. Currently, Levi Jeans
is catering to this growing preference by offering custom fitted jeans.

• Need for Speed

Regarding the online shopping experience, one-week delivery times are now passé. More consumers are
developing a preference for nearly instant gratification Supermarkets are now offering same-day delivery. while
Amazon is developing an army of drones that will be able to deliver online purchases just as quickly. When it
comes to the in-store shopping experience, Amazon is also testing stores without cashiers, Shoppers simply fill
their baskets, and when they leave, the purchases are automatically scanned and billed to the customers' phones.

Branding
Branding is a major which count creates aspect influencing consumer preference in a marketing die in a
name, symbol or design that is easily identifiable belonging to the company. This helps to identify a product and
distinguish it from other products and services Reading is important because not only is it what makes a
memorable impression on consumer put it allows your customers and clients to know what to expect from your
company. It is a way of distinguishing yourself from the competitors and clarifying what it is you offer that makes
you the heat choice. Your brand is built to be a me representation of who you are as a business, and how you
wish to be perceived. There are many areas that are used to develop a brand including advertising, customer
service, promotional merchandise. reputation and logo. All of these elements work together to create one unique
and hopefully) attention-grabbing professional profile.

Importance of Branding
Branding is absolutely critical to a business because of the overall impact it makes on your company. Branding
can change how people percept your brand, it can drive new business and increase brand awareness.

• Branding Gets Recognition

The most important reason branding is important to a business is because it is how a company gets recognition
and becomes known to the consumers. The logo is the most important element of branding, especially where this
factor is concerned, as it is essentially the face of the company. This is why a professional logo design should be

15
powerful and easily memorable, making an impression on a person at first glance. Printed promotional products
are a way of getting this across.

• Branding Increases Business Value

Branding is important when trying to generate future business, and a strongly established brand can increase
a business' value by giving the company more leverage in the industry. This makes it a more appealing investment
opportunity because of its firmly established place in the marketplace

• Branding Generates New Customers

A good brand will have no trouble drumming up referral business. Strong branding generally means there is
a positive impression of the company amongst consumers, and they are likely to do business with you because of
the familiarity and assumed dependability of using a name they can trust. Once a brand has been well-established,
word of mouth will be the company's best and most effective advertising technique.

• Improves Employee Pride and Satisfaction

When an employee works for a strongly branded company and truly stands behind the brand, they will be
more satisfied with their job and have a higher degree of pride in the work that they do. Working for a brand that
is reputable and help in high regard amongst the public makes working for that company more enjoyable and
fulfilling. Having a branded office, which can often help employees feel more satisfied and have a sense of
belonging to the company, can be achieved through using promotional merchandise for your desktop.

• Creates Trust Within the Marketplace

A professional appearance and well-strategized branding will help the company build trust with consumers,
potential clients and customers. People are more likely to do business with a company that has a polished and
professional portrayal. Being properly branded gives the impression of being industry experts and makes the
public feel as though they can trust your company, the products and services it offers and the way it handles its
business.

• Branding Support Advertising

Advertising is another component to branding, and advertising strategies will directly reflect the brand and
its desired portrayal. Advertising techniques such as the use of promotional products from trusted companies such
as Outstanding Branding make it easy to create a cohesive and appealing advertising strategy that plays well into
your manding goals

Influence of branding on consumer preference

Brand image is the key driver of brand equity, which refers to consumers general perception and feeling
about a brand and has an influence on consumer behaviour. For marketers, whatever their companies marketing
strategies are, the main purpose of their marketing activities is to influence consumers perception and attitude
toward a brand, establish the brand image in consumers mind, and stimulate consumers actual purchasing
behaviour of the brand, therefore increasing sales, maximizing the market share and developing brand equity.
Brand equity is the focus of both academics and practitioners however, there is no paradigm among the
brand equity studies by now. Most studies measure brand equity from perspective of consumer or from the
company itself. On one hand, some researchers believe that Consumer subjective perception (e.g. attitude,
assessment, satisfaction, etc) of the brand is the key to brand equity. Although the consumption decision will be
influenced by brand features and attributes, it is determined by consumers perception about the brand image in a

16
deeper sense. It is therefore vital to note that brand image stands for a perception of quality in the minds of covers
and has an effect on the buying behaviour of consumers.

17
 COMPANY PROFILE

Type Public limited company

Traded as NSE: VGUARD

Founded 1977

Founder Kochouseph Chittilappilly

Headquarters Cochin, India

Products Voltage stabiliser, wiring cables, power and control

cables, pumps, motors, solar water heaters fans,
UPS, digital UPS, inverters and batteries, switch
gears, mixer grinders, induction cooktops, water
heaters

Revenue 2566.44 Crores

Net Income 2584.69 Crores (2018-19)

Number of employees 2096

Website www.vguard.in

VISON
• "Let us endeavour to make V-Guard a trusted household name"

18
MISSION
• To offer a range of products at affordable prices, which add to comfort of life through saving in
manual labour, time and energy or for entertainment.
• To make our products meet international quality standards and provide trouble free performance.
• To adopt designs, which support timely and efficient post sale service.
• To continuously innovate and add value to our products, if needed with technical collaboration.
• To continuously assess and improve customer care.

FUTURE PLANS
• To design and develop more models of Toroidal Transformer based Voltage Stabilizers.
• To design and develop more high wattage models of home Inverters.
• To design, develop and introduce more ranges of Solar Power System products.
• Polymer lined MS tanks to be extended to more models and for future models of storage water heaters,
since this is now a proven solution to hard water problems.
• Cost reduction through value engineering.
• Incorporate advanced features like Wi-Fi in new products (EWH).
• To develop Solar Water Heaters with GI Inner tank which can resist corrosion and give longer life.
• Design and development of optimized electrical stamping in single phase submersible pumps having
stamping outer diameter of 165 mm.
• R&D of different classes of motor designs (as per NEMA standards) and its suitability in pumping
applications.
• To introduce ABS Control panels for Submersible Pumps with new circuit design for better safety and
life.
• Introduce value added Starters and Control panels for Three Phase Motor and agricultural pumps.
• Efficiency improvement in Centrifugal models by design modification.
• Design and development of an anti-clog system for avoiding the sand clogging at bore-well suction region.
• To develop energy saving fans with service value of 5.
• Introduction of dual take up for rewinding machine.
• In house development of lump detection unit for extrusion and sheathing line for better process control.
• Enhancing properties of sheath in submersible cables to increase the line speed.
• PLC up-gradation of extruder sheathing line to enhance process capability.
• Develop in-house triple cross head assembly for extruders.

HISTORY
The foundation of the business was laid with the formation of a Partnership concern viz. Premiere
Electronics by the company's Promoter in the year 1977 which was engaged in the business of manufacturing
and marketing voltage stabilizers under the brand name V-Guard. In the year 1992, Premier Flextronics, the
partnership concern was dissolved and Mr. Kochouseph Chittilappilly continued the business as a proprietary
concern.
Also, in the year, 1985, Mr. Kochouseph Chittilappilly started another proprietorship concern by the name of M/s
Prompt India for marketing of the products under the brand name of V-Guard. Subsequently, M/s Prompt India
changed its name to M/s V-Guard Industries.

19
 On February 12, 1996, the Company was incorporated under the name of V Guard Industries Limited
under the Companies Act, 1956, with the Registration No. 0910010 of 1996 having its registered office at
44/1037, Little Flower Church Road, Kaloor, Cochin-682017, Kerala, India.
With effect from 1st April, 1996, the company took over the business of the proprietary concern i.e. M/s
V-Guard Industries, ongoing concern basis for a lump sum consideration of Rs.234 lakh and carried on the
business of the firm namely manufacturing and marketing of electronic and electro mechanical appliances.
With effect from November 15, 2001 the Company was converted into a private limited company and
again got converted into a public limited company on August 1, 2007 and received a fresh certificate of
incorporation in the name of V-Guard Industries Limited.
The company now has diversified into a multi-product company which now manufactures and markets
Electronic Voltage Stabilizers, Monobloc, Jet, Submersible, Compressor Pumps and Electric Motors, Insulated
Electrical Cables (House Wiring, Industrial), Electric Storage & Instant Water Heaters, Solar Water Heaters,
UPS. Electric Fans and is also in generation of Power in a small way.

MILESTONES
1980-Stretching the scope of business a little further, the company added a special quality Stabilizers for
Air Conditioners to its product portfolio to cater to an emerging market segment that is rich in potential.
1992- Having established credentials in the stabilizer business, V-Guard diversified its range of products
and accommodated high-quality Pumps into it. It was an altogether different category and V-Guard entered its
market successfully.
1996-Moving on, V-Guard came up with efficient water heating solutions which were quite in demand in
the market around this time. The solution was an extensive range of water heaters, which soon won acclaim for
their quicker heating capability and durability, augmenting the trust of V-Guard as a reliable brand.
1997- A steadily growing brand, V-Guard added wiring cables to its portfolio. Very soon the company
won recognition as the provider of a specialized range of house wires.
1999- With the expectations of their loyal customer base growing and the demand for their products rising,
the company found it necessary to increase the manufacturing capacity. Thus, a cable manufacturing unit was
set-up in Coimbatore; a step that also opened up a market of new opportunities.
2002- On a mission to provide the customers with energy efficient solutions the company introduced its
range of solar water heaters to the market.
2006- Continuing the diversification plans and expanding the portfolio V-Guard added the exquisite array
of electric fans.
2007- Understanding that there was a huge potential for V-Guard products outside its home state, V-
Guard set seed in its endeavour to become a pan India brand. The company opened new branches and
strengthened their non-south market operations to achieve that goal.
2008- Corporate with a wide range of commercial concern V-Guard decided to go public with the IPO of
shares. The company's name was now listed in the BSE and NSE
2009. With a strong nationwide presence of the products and to cater to the HO wing demand across the
country V-Guard opened up more manufacturing units in different locations in the country. Thus an L.T. cable
factory at Coimbatore, a wires and cables factory at Kashipur and water heaters and fans factory at Kala Amb
were all launched. Also, DUPS, inverters were added to V Guard's product portfolio.
2010- The latest in the portfolio was a smart array of domestic switch gears.
2012- Mr. Kochouseph Thomas Chittilappilly was appointed as the Executive Vice-Chairman of the
company and Mr. Mithun K Chittilappilly as the Managing Director. The year also saw the total turnover hitting
the Rs. 1000 crore mark. Also, a premium range of induction cook tops were added to the V Guard portfolio of
high utility products
20
 2013- V-Guard commissioned India's largest manufacturing plant for solar water heaters at Perundurai,
Tamil Nadu. This state-of-the art unit is India's largest integrated manufacturing facility for polymer tanks and
stainless-steel tanks for solar water heaters. Also added to the product kit were a special range of mixer grinders.

2014- Innovative strategies, efficient work flow, effective marketing, strict cost control measures,
excellent administration are the results of these and many more factors reflected in the phenomenal growth of the
company, with the financial year 2014 witnessing the total revenue hitting the Rs.1500 crore mark.

21
BOARD OF DIRECTORS
Chairman - Shri. Kochouseph Chittilappilly

Vice Chairman - Shri. Cherian N Punnoose

Managing Director - Shri. Mithun K Chittilappilly

Directors - Shri. Ramachandran V

-Shri. C.J. George

-Shri. A.K. Nair

-Shri. Ullas K Kamath

-Smt. Joshna Mithun

BANKERS
• HDFC Bank Ltd
• Federal Bank Ltd.
• Citi Bank Ltd.
• Standard Chartered Bank Ltd.
• Dhanlaxmi Bank Ltd.
• State Bank Of India
• South Indian Bank Ltd.
• DBS Ltd.
• Axis Bank Ltd.
• YES Bank Ltd.

LISTED AT
• National Stock Exchange of India Ltd.
• Bombay Stock Exchange of India Ltd.

DEPARTMENTS
• Supply Chain Management
• Electronic and New Projects
• Electro Mechanical Division
• System Division
• Corporate Communication
• Mechanical and Electrical
• Finance Department
• Human Resource Department
• Marketing Department
• Customer Service

22
AWARDS AND ACCOLADES
V-Guard under the legendary leadership of Kochouseph Chittilappilly has been bestowed with many
prestigious awards for the exemplary performance in business.

• Best Entrepreneur in Kerala, 1993

• Young Businessman of the year, 1995
• Vyavasaya Jyothi Award 1996 by the Ernakulam Chamber of Commerce
• First prize for Industry Excellence Award 1998 for Medium Scale Industries, awarded by Institution of
Engineering (India), Cochin
• Millennium Businessman of Kerala in the year 2000 by Business Deepika
• First prize for Excellence in Productivity Award 20062007 for Medium Scale Industries by Kerala
Productivity Council.
• The most popular consumer product brand in Kerala awarded by Dhanam Publications in 2006
• Dhanam Businessman of the year 2007
• Best Productivity Performance Award 2007 in the Medium Industry Segment by FACT MKK Nair
Memorial
• Ranked no.3 for Popular Product Brand of Kerala organized by Dhanam 2009.
• Award for Corporate Sustainability 2009 by Times of India.

• Social Safety Award 2010 for Environment Protection, Upliftment of Backward Classes, Safety in Society
and providing free medical services to the community
• Award by Management Centre 2010 in appreciation of achievements in Energy Conservation and
Management in the state of Kerala.

PRODUCT PROFILE
V.Guard range of products include:

• Voltage Stabilizers
• Wiring Cables
• Pumps and Motors
• Water Heaters
• Solar Water Heaters
• Fans
• UPS
• Power and Control Cables
• Digital UPS, Inverters, & Battery
• Switch Gears & Distribution Boards
• Induction Cooktops
• Mixer Grinders

Voltage Stabilizers
The largest selling stabilizer brand in India and trusted by millions, V Guard stabilizers offer the best
technology with features like automatic restart, turn on delay, time-delay system and high-low voltage cut-off
that provide efficient and reliable protection for electronic appliances against voltage problems. V-Guard
stabilizers come in different capacities for different applications like Air conditioner, LCD TV, Music System,
Refrigerator, Deep Freezer, Washing Machine, Microwave oven and Treadmill and Mainline stabilizers are also
23
available for general purposes. Voltage Stabilizers are designed to maintain a constant voltage level and therefore
protect various home appliances by saving them from unexpected voltage surges and power fluctuations and
blessing them with long life. They can protect devices from voltage spikes and surges due to lightning.

Wiring Cables
Cables are used for a wide range of purposes, and each must be tailored for that purpose. Cables are used
extensively in electronic devices for power and signal circuits. V-Guard presents India's first triple layered wires,
with triple layered PVC wiring cables, manufactured in conformity with ISI standard at an ISO 9001, ISO 14001
& OHSAS 18001 certified manufacturing plant at Coimbatore and Kashipur with world-class quality standards.
ISI marked V-Guard cables come with HFT technology, 3-layer insulation and length assurance seal in every 90
meters. These high-quality cables ensure complete and reliable protection against all electricity hazards.

Pumps and Motors

This is one of the established segments for VGI contributing to major part of wales Vol Continues to
enjoy premium pricing over competition in the southern markets. Pumps are built to state of the art technology
in order to give a smooth functioning experience for domestic as well as commercial applications. These pumps
are situated for comparatively less yield bore wells, having a depth up to 600 ft. Compressor pumps can be used
in bore wells having muddy water, we're tube well pumps are not suitable V-Guard Pumps are made from top-
grade castings, fine components and high-quality aluminium.

Water Heaters
V Guard offers a wide range of instant and storage model water heaters that combine quality and
technology. The latest ‘Energy Saving Technology' with 5-star rating saves up to 50% energy and the Penta
Protection System' assures maximum user safety. The outer body is made of high-quality ABS and powder-coated
metal. They change electrical or solar energy into heat energy and are thus suitable for both domestic and
commercial purposes. Suitable for ultralow pressure application, Automated Ignition System, Instant heating,
Extra protection with double solenoid valve, and Over heat protection.

Solar Water Heaters

V-Guard Solar Water Heaters with international ETC (Evacuated Tube Collector) in terms of quality and
efficiency. The ETC system facilitates efficient absorption and utilization of solar energy with minimal heat loss.
Approved by the Ministry of New and Renewable energy (MNRE), V- Guard Solar Water Heaters are eco-
friendly and non-polluting as they do not consume electricity or fuel to heat water. Manufacturing of V-Guard
Water Heaters takes place in an ISO Certified factory in Coimbatore. A revolutionary product from the house of
V-Guard, the brand that has always delivered the best in quality, technology, performance and service.

Fans
V-Guard Fans come with unique 'High-Angle Technology' and specially designed blades that facilitate
'full-coverage of cool breeze in the entire room. The sleek metal painted body and
stylish design, add a touch of class to the interiors. They are available in different models and colours.
V-Guard Fan is one of the key products offering and within a short period of time it has won a distinct
position in its category with its salient performance, sleek and elegant features, V-Guard fans come in an array
of colors to suit new-age interior decors, while double ball bearing ensure smooth whirling powder
coated/metallic finish and rust resistance help to keep up efficiency and longevity of every V-Guard fans.

24
UPS
V-Guard UPS series starts from 600 VA to 60 KVA to match the wide nge of customer requirements
from different verticals. The online UPS range has features such as DSP Controller with Triple conversion
method, IGBT switching technology, Galvanic Isolation, Internal static switch and APFC that ensure the
customers value for money.In addition to that, the special feature of active power factor compensation ensures
energy conservation. These products are aimed to help the customers by minimizing the risk of business
interruption und maximizing the business performance,

Microcontroller/ DSP controller-based technology

Line interactive and online UPS topology
Capability to handle various type of loads
Active power Factor Compensation Design
Off mode battery charging with HPV protection
Over Voltage Protection Module
Generator/Inverter Compatibility.

Power and Control Cables

V-Guard Power & Control Cables are manufactured in fully automated ISO 9001 Certified factory in
Coimbatore and comply with World-class quality standards. These high-quality cables ensure complete and
reliable protection against electricity hazards. V-Guard Power & Control Cables come in armoured and
unarmoured types. LT Power & Control Cables essentially comprise of conductor, insulation, PVC,
Tape/Titans Helene, Amour and Over Sheathing.

Digital UPS, Inverter and Battery

An innovative power back-up device, V-Guard Digital UPS, designed and developed by V-Guard's ISO
9001-2008 certified R&D, comes with the latest technology and unique features to manage power failures
efficiently. Designed for contemporary living, V-Guard Digital UPS, compared to ordinary generators is stylish
in looks, ultra-compact, lightweight, noise free, pollution-free and can be kept indoors. Made from high-quality
components V-Guard Digital UPS is equipped with advanced Micro-Controller based line Interactive
Technology and a host of features like MOSFET based Power Stage with PWM output, FRCM (Fly back
Reactance Charging Alumina Method) with UST (Uni Polar Switching Technology) for uninterrupted back-up
during power failures.

Switch Gears and Distribution Boards

V-Guard Switchgears have been designed with world-class tripping mechanisms to ensure maximum safety.
Manufactured to deliver excellence in quality and reliability, the range of Switchgears cover MCBs, RCCBs
and Isolators varying in number of poles and ratings to suit every requirement.
• Fully confirming to IEC international standards
• High quality moulded casing with superior thermal and dielectric properties
• Improved and rugged design of operating mechanism

25
 • State-of-the-art arc running system
V-Guard Distribution Boards are fabricated out of high-quality cold rolled and close annealed metal sheets
from domain leaders with an attractive and combat design. Phase selector DBs, Plug and sockets and MCB
enclosures are also available.

• Design with the objective of easy assembling and inside wiring

• High quality surface treatment and superior powder coating
• Enhanced protection against corrosion

Induction Cooktops
Modern day cooking needs modem cooking appliances, V-Guard Induction Cooktops, with a variety of
cool features and stylish good looks, make for the best cooking partners. With multiple cooking functions and
an easy-to-clean surface. The V-Guard Induction Cooktop range come with many efficient and energy saving
features including ten levels of power and temperature setting, high or low voltage cut-off etc.

Mixer Grinders
V-Guard Mixer Grinder is built with specially fabricated blades which grind faster and is supported by a
robust, high speed, energy is dependable and cost effective and boast of maximum grinding performance with
low power consumption.

26
INDUSTRY PROFILE
The Electrical Equipment Industry consists of companies that make a range of products for a diverse
customer base. This sector is fragmented, but there are a few members that lay claim to a sizable portion of sales.
Products include electric motors, commercial and industrial lighting fixtures, heating, ventilation and air
conditioning systems and components, and, among others. electrical power equipment. Operating structures
involve high fixed costs. Too, copper, aluminium and steel are essential raw materials used in the manufacture
of products, products. (Fluctuations in commodities prices can have an impact on the earnings performance.) The
industry spans all corners of the world, and is subject to the influence of the macroeconomic cycle.

Global Sector
Equipment companies primarily serve the mature markets of North America and Europe, but they have
found growth venues in the emerging world. Expansive global coverage helps to smooth the effects of the broader
business cycle. Capable management is required to oversee long distribution networks and far flung operations.
In recent years, companies have established more overseas brick-and-mortar facilities, which has allowed them
to better serve local markets economically and limit the negative impact of foreign currency exchange. Emerging
nations have provided an impetus for growth and low-cost labour, production and land.

Economic Sector
Top- and bottom-line trends in the industry often track the broad economic cycle. During periods of
prosperity, when they are flush with cash, customers comfortable expanding their capital budgets and spending
on electrical equipment. At times, when there is uncertainty as to the direction of the those controlling the purse
strings delay spending decisions, which can hurt short-term operating results. When business conditions are very
challenging, customers may pull back dramatically on equipment orders. Companies try to repair and replace
equipment during regular, seasonal or cyclical slack periods. Often, managers will attempt to extend the useful
life of equipment as long as possible.

Company Specific Measures

Electrical equipment shipments, orders, and backlog provide a fairly accurate citation of an individual
company's sales prospects. Rising orders help to build backlog and lead to higher shipments and sales. Order
cancellations, however, can accelerate top-line declines. Plant utilization lends insight to a company's pricing
power and earnings potential. Also, product quality and case of integration (into manufacturing systems) will
influence demand, pricing and profits.
Operating efficiency is crucial for these companies to succeed. Popular efficiency and cost-reduction
methods include Six Sigma, Lean Manufacturing, Best Practices and common production platforms. Effective
hedging strategies can bring volatile commodity prices under control.
In most cases, research and development expense is less than 5% of sales. Nonetheless, R&D outlays are
important to the industry. Innovation allows a company to improve its competitive position. Managements work
to keep up with shrinking product life cycles and attain standardization to maintain cohesiveness and save money.
Generally, net margins hew close to 10%. For equipment makers with little or to debt, net margins about
match operating margins. Those with significant debt obligations often have net margins in the single digits.
Managements tap 4 equity and debt markets, and use cash, for expansion and acquisitions, pending on the
comparative cost of capital and their tolerance for risk.

27
 The industry has a history of substantial merger and acquisition activity. Only a handful of the companies
included in our grouping have annual have annual sales below $1 billion. Acquisitions offer access to new markets
and product and products, as well as ample cost synergies. Usually, the larger the Company and the more
extensive the record of buyouts, the less risk there is to investors.

28
 CHAPTER-IV
ANALYSIS AND INTERPRETATION OF THE STUDY

29
 GRAPHICAL REPRESENTATION OF USERS ACCORDING TO AGE

AGE NUMBER OF PERCENTAGE %

RESPONDENTS
25-35 10 6.67%
36-45 45 30%
46-60 65 43.33%
60 ABOVE 30 20%
TOTAL 150 100

70 65

60

50 45

40
30
30

20
10
10

0
25-35 36-45 46-60 60 Above

Figure 4.1
INTERPRETATION:
The graph shows the number of respondents in various age groups who use V-Guard products. Out of 150
respondents 65 of them comes under the age group of 40-60 which is about 43.33%

30
 GRAPHICAL REPRESENTATION ON THE BASIS OF GENDER

GENDER NUMBER OF PERCENTAGE %

RESPONDENTS
MALE 90 60%
FEMALE 60 40%
TOTAL 150 100

MALE FEMALE

Figure 4.2
INTERPRETATION:
Out of the total number of respondents 60% of the users are Males and 40% are Females. It is concluded
that majority of the users are Males.

31
 GRAPHICAL REPRESENTATION ON THE BASIS OF MONTHLY INCOME

INCOME NUMBER OF RESPONDENTS PERCENTAGE %

>50000 20 13.33%
50000-100000 35 23.33%
100000-150000 46 30.67%
150000 ABOVE 49 32.67%
TOTAL 150 100

60

50

40

30

20

10

0
> 50,000 50,000-1,00,000 1,00,000-1,50,000 1,50,000 and above

Figure 4.3
INTERPRETATION:
The graph shows the income level of the respondents. Majority of them lies in the Income group of 150000
and above which is about 32.67% of the total.

32
 GRAPHICAL REPRESENTATION ON THE BASIS OF EMPLOYEMENT

OCCUPATION NUMBER OF PERCENTAGE %

RESPONDENTS
EMPLOYED 125 83.33 %
UNEMPLOYED 25 16.67 %
TOTAL 150 100

UNEMPLOYED EMPLOYED

Figure 4.4

INTERPRETATION:
Out of the total number of respondent’s majority (83.33 %) of them are Employed.

33
 GRAPHICAL REPRESENTATION ON THE BASIS OF MARITAL STATUS

MARITAL STATUS NUMBER OF PERCENTAGE %

RESPONDENTS
MARRIED 100 66.67 %
UNMARRIED 50 33.33 %
TOTAL 150 100

MARRIED UNMARRIED

Figure 4.5

INTERPRETATION:
Out of the total number of respondents 66.67 % of them are Married and 33.33 % are unmarried.
It concludes that the majority of the respondents are married.

34
 GRAPHICAL REPRESENTATION ON THE BASIS OF HOUSEHOLD SIZE

HOUSEHOLD SIZE NUMBER OF PERCENTAGE %

RESPONDENTS
1-3 30 20 %
3-5 75 50%
5 ABOVE 45 30%
TOTAL 150 100

80

70

60

50

40

30

20

10

0
1-3 3-5 5 and above

Figure 4.6

INTERPRETATION:
This graph illustrates about the household size of the respondents. Majority (50 %) of them has a
household size of 3-5 persons.

35
 GRAPHICAL REPRESENTATION ON THE BASIS OF USAGE FREQUENCY

USAGE FREQUENCY NUMBER OF PERCENTAGE %

RESPONDENTS
VERY OFTEN 30 20 %
OFTEN 60 40 %
RARELY 35 23.33 %
INFREQUENTLY 25 16.67 %
TOTAL 150 100

70

60

50

40

30

20

10

0
VERY OFTEN OFTEN RARELY INFREQUENTLY
0

Figure 4.7

INTERPRETATION:
This graph shows the usage frequency of the products by the respondents. Majority (40 %) of the
respondents use the product often.

36
GRAPHICAL REPRESENTATION ON THE BASIS OF VAROUS REASONS BEHIND CUSTOMER
ACCEPTANCE

REASONS NUMBER OF PERCENTAGE %

RESPONDENTS
QUALITY 50 33.33 %
EFFICIENCY AND 60 40 %
PERFORMANCE
AFTER SALES SERVICES 10 6.67 %
BRAND LOYALTY 30 20 %
TOTAL 150 100

70

60

50

40

30

20

10

0
QUALITY EFFICIENCY & AFTER SALES BRAND LOYALTY
PERFOMANCE SERVICE

Figure 4.8

INTERPRETATION:
The graph shows the various reasons why customer prefers V-guard products. Majority (40 %) of the
respondents prefer the products because of its Efficiency and Performance.

37
 GRAPHICAL REPRESENTATION ON THE BASIS OF IMPROVEMENTS NEEDED

FACTORS FOR NUMBER OF PERCENTAGE %

IMPROVEMENT RESPONDENTS
BETTER CUSTOMER 45 30 %
SUPPORT
BETTER PRICING 30 20 %
MORE FEATURES TO 63 42 %
PRODUCT
SAFETY MEASURES FOR 12 8%
PRODUCT
TOTAL 150 100

70

60

50

40

30

20

10

0
BETTER CUSTOMER BETTER PRICING MORE FEATURES TO SAFETY MEASURES
SUPPORT PRODUCT FOR PRODUCT

Figure 4.9

INTERPRETATION:
The graph shows the respondents view to improve the Product. Majority (42 %) of the respondents says
that adding more features to the Products will improve its sales.

38
 GRAPHICAL REPRESENTATION ON THE BASIS OF CUSTOMER SATISFACTION

SATISFACTION LEVEL NUMBER OF PERCENTAGE %

RESPONDENTS
VERY SATISFIED 80 53.33 %
SATISFIED 40 26.67 %
NEUTRAL 20 13.33 %
UNSATISFIED 10 6.67 %
TOTAL 150 100

90
80
70
60
50
40
30
20
10
0
VERY SATISFIED SATISFIED NEUTRAL UNSATISFIED

Figure 4.10

INTERPRETATION:
The graph shows the satisfaction level of the respondents. Majority (53.33 %) of the respondents are very
satisfied with the Products.

39
 GRAPHICAL REPRESENTATION ON THE BASIS DISAPPOINMENT FROM CUSTOMERS

FACTORS NUMBER OF PERCENTAGE

RESPONDENTS %
QUALITY 20 13.33 %
PRICE 40 26.67 %
INSTALLATION OR FIRST USE 20 13.33 %
EXPERIENCE
CUSTOMER SERVICES 70 46.67 %
TOTAL 150 100

80
70
60
50
40
30
20
10
0
QUALITY PRICE INSTALLATIION & CUSTOMER SERVICE
FIRST USE
EXPERIENCE

Figure 4.11

INTERPRETATION:
The graph shows the various factors that disappoints the respondents in using the Products. Majority
(46.67 %) of the respondents have a drawback on the Customer Services offered by the Company.

40
 GRAPHICAL REPRESENTATION ON THE BASIS OF COMPARISON WITH THE
COMPETITORS

COMPARISON WITH NUMBER OF PERCENTAGE

COMPETITORS RESPONDENTS %
MUCH BETTER 60 40 %
SOMEWHAT BETTER 45 30 %
ABOUT THE SAME 25 16.67 %
MUCH WORSE 15 10 %
DON’T KNOW 5 3.33 %
TOTAL 150 100

70

60

50

40

30

20

10

0
MUCH BETTER SOME WHAT ABOUT THE MUCH WORSE DON’T KNOW
BETTER SAME

Figure 4.12

INTERPRETATION:
This graph shows the respondents response on the basis of comparison of Products with that of its
competitors. Majority (40 %) of the respondents agree that Products of V-guard are much better when compared
to other similar brands.

41
 GRAPHICAL REPRESENTATION ON THE BASIS OF CUSTOMERS PURCHASING OTHER
PRODUCTS MANUFACTURED BY THE COMPANY

CUSTOMERS NUMBER OF PERCENTAGE %

PREFERENCE FOR OTHER RESPONDENTS
PRODUCTS OF V-GUARD
HIGHLY LIKELY 30 20 %
VERY LIKELY 60 40 %
MODERATELY LIKELY 40 26.67 %
NOT AT ALL LIKELY 20 13.33 %
TOTAL 150 100

70

60

50

40

30

20

10

0
HIGHLY LIKELY VERY LIKELY MODERATE LIKELY NOT AT ALL LIKELY

Figure 4.13

INTERPRETATION:
This graph shows the respondents preference to buy different Products manufactured by the Company.
Majority (40 %) of the respondents very likely prefer to buy products that are manufactured by the Company.

42
 GRAPHICAL REPRESENTATION ON THE BASIS OF PERFOMANCE

PERFORMANCE NUMBER OF PERCENTAGE %

RESPONDENTS
EXCELLENT 70 46.67 %
VERY GOOD 50 33.33 %
GOOD 15 10 %
AVERAGE 10 6.67 %
POOR 5 3.33 %
TOTAL 150 100

80
70
60
50
40
30
20
10
0
EXCELLENT VERY GOOD GOOD AVERAGE POOR
Series 1

Figure 4.14

INTERPRETATION:
The graph shows the respondents response on the performance of the Products. Majority (46.67 %) of
the respondents rate the performance of the Products as Excellent.

43
 GRAPHICAL REPRESENTATION ON THE BASIS OF VALUE FOR MONEY

VALUE OF MONEY NUMBER OF PERCENTAGE %

RESPONDENTS
GOOD 100 66.67 %
REGULAR 25 16.67 %
BAD 25 16.66 %
TOTAL 150 100

120

100

80

60

40

20

0
BAD REGULAR GOOD

Figure 4.15

INTERPRETATION:
The graph shows the respondents response to the value of money of the Products. Majority (66.67 %) of
the respondents rate the Products as good for the value of money they spend on the Products.

44
 GRAPHICAL REPRESNTATION ON THE BASIS OF TIME PERIOD OF USAGE

TIME PERIOD NUMBER OF PERCENTAGE %

RESPONDENTS
LESS THAN 6 MONTHS 10 6.67 %
6 MONTHS TO A YEAR 30 20 %
1 – 2 YEARS 50 33.33 %
2 OR MORE YEARS 60 40 %
TOTAL 150 100

70
60
50
40
30
20
10
0
LESS THAN 6 6 MONTHS TO A 1-2 YEARS 2 OR MORE YEARS
MONTHS YEAR

Figure 4.16

INTERPRETATION:
The graph shows the respondents usage duration of the Products. Majority (40 %) of the respondents were
using the Products for about 2 years and above.

45
 GRAPHICAL REPRESENTATION ON THE BASIS OF CUSTOMER COULD NO LONGER USE
THE PRODUCT

CUSTOMER FEELINGS NUMBER OF PERCENTAGE %

RESPONDENTS
WONT AFFECT US 125 83.33 %
WILL AFFECT US 25 16.67 %
TOTAL 150 100

WONT AFFECT US WILL AFFECT US

Figure 4.17

INTERPRETATION:
The graph shows the respondents feelings when they could no longer use the Companies Products.
Majority (83.33 %) of the respondent’s feelings gets affected when they could no longer use the Companies
Products.

46
 GRAPHICAL REPRESENTATION ON THE BASIS OF WHETHER THE CUSTOMERS WOULD
LIKE TO GET INFORMATIONS ABOUT NEW PRODUCTS IN THE FUTURE

RESPONSE FROM NUMBER OF PERCENTAGE %

RESPONDENT RESPONDENTS
YES I DO PREFER 120 80 %
NOT INTRESTED 30 20 %
TOTAL 150 100

YES I DO PREFER NOT INTERESTED

Figure 4.18

INTERPRETATION:
This graph shows the respondents response to receiving information about new Products and Services in
future. Majority (80 %) of the respondents do prefer to receive information about new Products and Offers
available.

47
 GRAPHICAL REPRESENTATION ON THE BASIS OF CUSTOMER EXPERIENCE RATING

EXCEL % VER % GOO % AVERA % PO % TOT TOT

LENT Y D GE OR AL AL
GOO %
D
EFFICIE 80 53.3 40 26.6 20 13.3 5 3.33 5 3.33 150 100
NCY 3% 8% 3% % %
DESIGN 100 66.6 30 20 10 6.67 8 5.33 2 1.33 150 100
AND 7% % % % %
QUALIT
Y
SAFETY 90 60 40 26.6 10 6.67 5 3.33 5 3.33 150 100
FEATUR % 7% % % %
ES
AVAILA 70 46.6 30 20 25 16.6 15 10 10 6.66 150 100
BILITY 7% % 7% % %
OF
SERVICE
SERVICE 90 60 30 20 20 13.3 8 5.33 2 1.33 150 100
QUALIT % % 4% % %
Y
120

100

80

60

40

20

0
EFFICIENCY SAFETY FEATURES AVAILABILITY OF SERVICE QUALITY DESIGN AND
SERVICES QUALITY

EXCELLENT VERY GOOD GOOD AVERAGE POOR

Figure 4.19
INTERPRETATION:
The graph shows the respondents experience in using the Products manufacture by the Company. The
rating is done on the basis of 5 main criteria’s which are Efficiency, Safety features, Availability of service,
Service quality and Design and quality, out of which the majority of the respondents rate the product as Excellent.

48
 GRAPHICAL REPRESENTATION ON THE BASIS OF COMPETITIVENESS OF PRICE

DEGREE OF NUMBER OF PERCENTAGE %

COMPETITIVENESS RESPONDENTS
HIGH 75 50 %
MEDIUM 60 40 %
LOW 15 10 %
TOTAL 150 100

80

70

60

50

40

30

20

10

0
HIGH MEDIUM LOW

Figure 4.20

INTERPRETATION:
The graph shows the respondents response on how competitive the Products price are. Majority (50 %)
of the respondents agrees that the Product’s price is highly competitive.

49
 GRAPHICAL REPRESENTATION ON THE BASIS OF PRODUCT SELECTION

PRODUCTS NUMBER OF PERCENTAGE %

RESPONDENTS
ELECTRICALS 40 26.67 %
HARDWARES 50 33.33 %
HOME APPLIANCES 60 40 %
TOTAL 150 100

70

60

50

40

30

20

10

0
ELECTRICALS HARDWARES HOME APPLIANCES
Series 1

Figure 4.21

INTERPRETATION:
The graph shows the interest of respondents on different Products manufactured by the Company.
Majority (40 %) of the respondents are interested in buying Home appliances manufactured by the Company.

50
 GRAPHICAL REPRESENTATION ON THE BASIS OF WHETHER THE CUSTOMERS ARE
SATISFIED WITH THE FEATUERS OF THE PRODUCT

YES / NO NUMBER OF PERCENTAGE %

RESPONDENTS
YES 120 80 %
NO 30 20 %
TOTAL 150 100

YES NO

Figure 4.22

INTERPRETATION:
The graph shows whether the respondents are satisfied with the features of the Products. Majority (80 %)
of the respondents are satisfied with the features available in the Products.

51
 GRAPHICAL REPRESENTATION ON THE BASIS OF FAULT PRODACTS

YES / NO NUMBER OF PERCENTAGE %

RESPONDENTS
YES 10 6.67 %
NO 140 93.33 %
TOTAL 150 100

YES NO

Figure 4.23

INTERPRETATION:
The graph shows the ratio of fault products received by the respondents. Majority (93.33 %) of the
respondents says that there were no faults in the products when received.

52
 GRAPHICAL REPRESENTATION ON THE BASIS OF RATINNG

RATING POINTS NUMBER OF PERCENTAGE %

RESPONDENTS
1–5 50 33.33 %
5 – 10 100 66.67 %
TOTAL 150 100

1-5 5-10

Figure 4.24

INTERPRETATION:
The graph shows the respondents overall rating for the Products. Majority (66.67 %) of the respondents
rate the Products in between 5-10 points.

53
 CHAPTER V
FINDINGS, SUGGESTIONS AND CONCLUSION
5.1. Findings
The following are the findings from the analysis of data collected for the study.

• Most (43.33%) of the respondents are between 40-60 years.

• Majority (60%) of the respondents are male.
• Most (32.67%) of the of the respondents earn 1,50,000.
• Majority (83.33%) of the respondents are employed.
• Majority (66.67%) of the respondents are married.
• Most (50%) of the respondents belong to household of 3-5 members.
• Most (40%) of the respondents use the products often.
• Most (40%) of the respondents prefer the product because of its efficiency and performance.
• Most (42%) of the respondents says that adding more features to the product will improve its sales.
• Majority (53.33%) of the respondents are very satisfied with the products.
• Most (46.67%) of the respondents have a drawback on the customer services offered by the company.
• Most (40%) of the respondents agree the product of v-guard are much better when compared to other
similar brands.
• Most (40%) of the respondents very likely prefer to buy products that are manufactured by the company.
• Most (46.67%) of the respondents rate the performance of the products as excellent.
• Majority (66.67%) of the respondents rate the products as good for the value of money they spent on the
products.
• Most (40%) of the respondents were using the products for about two years and above.
• Majority (83.33%) of the respondent’s feelings gets affected when they could no longer use the company’s
products.
• Majority (80%) of the respondents do prefer to received information about new products and offers
available.
• The rating done on the basis of five main criteria’s which are efficiency, safety features, availability of
service, service quality and design and quality, out of which the majority of the respondents rate the
products as excellent.
• Most (50%) of the respondents agrees the product’s price is highly competitive.
• Most (40%) Of the respondents are interested in buying home appliances manufactured by the company.
• Majority (80%) of the respondents are satisfied with the features available in the products.
• Majority (93.33%) of the respondents says that there were no faults in the products when received.
• Majority (66.67%) of the respondents rate the products between 5-10 points.

5.2. SUGGESTIONS
• It is found from the study that the company have not reached the rural and semi-urban area, but they can
do so by employing various promotion techniques.
• The majority of people have gained awareness about the company through newspaper advertisements,
so the company can on other forms of advertisements and expanding their market area.
• The factors influencing the purchase of v-guard products such as quality and installation are only
satisfactory and hence it can be improved.

54
 • The majority of v-guard products are installed in homes for personal use, so the company can
concentrate on selling products for commercial purpose.
• The response for after sales service can be improved little more.

5.3. CONCLUSION
As from the conclusion from my study v guard industries limited is a household name across India. A Kerala
based company manufacturing and, marketing electrical and electronic products.
As compared to the other products in the market v guard products give the best performance in the market and
the customers are highly satisfied.
Personally, as a user the products that I used is of great quality and it has met my standards as well. I will
strongly recommend it to my friends, colleagues and to my family members and I strongly believe that they
won’t regret in the future.

55
 BIBLIOGRAPHY

https://www.vguard.in/

https://scholar.google.com/

https://www.google.com/

https://www.slideshare.net/

https://www.wikipedia.org/

56
 APPENDIX
SAMPLE QUESTIONNAIRE
1. Age:
☒25-35
☐36-45
☐46-60
☐60 above

2. Gender:
☐Male
☐Female

3. Monthly Income:
☐>50000
☐51,000 - 1,00,000
☐1,50,000 - 2,00,000
☐Above 2,00,000

4. Occupation:
☐Employed
☐Unemployed

5. Marital Status:
☐Married
☐Unmarried

6. Household Size:
☐1-3
☐3-5
☐5 above

7. How often do you use our Products?

Very Often
Often
Rarely
Infrequently

57
8. What do you like the most about our Products?
Quality
Efficiency and Performance
After sales services
Brand loyalty

9. How could we improve our Products?

Better customer support
Better pricing
More features to product
Safety measures for product

10. How satisfied were you with our Products?

Very satisfied
Satisfied
Unsatisfied
Neutral

11. What disappointed you most about our Products?

Quality
Price
Installation or first use experience
Customer services

12. Thinking of similar Products/Services offered by other companies, how would you compare the
Products/Services offered by our company?
Much Better
Somewhat Better
About the Same
Somewhat Worse
Much Worse
Don’t Know

13. How likely are you to prefer purchasing any other Products manufactured by our Brand?
Highly Likely
Very Likely
Moderately Likely
Not at all likely

14. What is your opinion about the overall performance of our Brand?
Excellent
Very Good
Good
Average
Poor
58
15. How would you rate the value for money of our Products?
Bad
Regular
Good

16. How long have you been a customer of our Company?

Less than 6 months
6 months to a year
1 – 2 Years
3 or more Years

17. How would you feel if you could no longer use our company’s products?
Won’t affect us
Will affect us

18. Would you like to receive more information about new products or special offers?
Yes, I do prefer
Not Interested

19. How would you rate your experience using our products?

EXCELLENT VERY GOOD GOOD AVERAGE POOR

EFFICIENCY

DESIGN
AND
QUALITY

SAFETY
FEATURES

AVAILABILITY
OF SERVICE

SERVICE
QUALITY

20. How competitive do you feel our prices are?

High
Medium
Low

59
21. Which of our Products are you interested in?
Electricals
Hardware
Home Appliances

22. Are you satisfied with the features available in the Products?
Yes
NO

23. Were there any faulty products?

Yes
No
24. How will you rate us in an overall basis?
1-5
5-10

60