CONTENTS S.No. 1. Topic Introduction i) Introduction of the Study ii) Conceptual Framework iii) Company Profile 2.

Research Methodology i) Need for the Study ii) Objectives of the Study iii) Scope of the Study iv) Data Collection v) Sampling vi) Limitations of the Study 3. Data Analysis and Findings i) Data Interpretation ii) Correlation iii) Chi-Square iv) Findings 4. 5. Conclusion Bibliography Annexure I Questionnaire Pg.No.

INTRODUCTION: Every individual has his or her own perception of different situations. Again two individuals may not have the same perception about a similar situation. People also tend to believe what they perceive to be true irrespective of the objective truth. Perception thus is a major driving force in shaping the behavior of a person. Therefore, perception forms an important part of the study of organization behavior. Perception is essentially Cognition. We cannot perceive without perceiving something. Thus perception essentially involves that reference to an object which we disregarded in treating of sensation. But perceiving is a special mode of cognition; it is that special mode which immediately depends on the actual presence of an object to the senses. It may in fact be defined as the cognitive function of sensation. It is contrasted with that mode of cognition which takes place through ideal images. Such images are not dependent on the actual presence of an object to the senses. They are representations of absent objects which have already been perceived. Thus the existence of perception is a precondition of the existence of ideal images even in the direct cognition of present objects; association and reproduction play a very important part. But in perception, taken in the strictest sense of the word, only those forms of association and reproduction enter which we have called complication and acquirement of meaning, together with that peculiar mode of free reproduction by which general states of nervous and mental excitement and their concomitant organic sensations are revived.

CONCEPTUAL FRAMEWORK Introduction to the perception Perception is the process by which organisms interpret and organize sensation to produce a meaningful experience of the world. Sensation usually refers to the immediate, relatively unprocessed result of stimulation of sensory receptors in the eyes, ears, nose, tongue, or skin. Perception, on the other hand, better describes one's ultimate experience of the world and typically involves further processing of sensory input. In practice, sensation and perception are virtually impossible to separate, because they are part of one continuous process. Thus, perception in humans describes the process whereby sensory stimulation is translated into organized experience. That experience, or percept, is the joint product of the stimulation and of the process itself. Relations found between various types of stimulation (e.g., light waves and sound waves) and their associated percepts suggest inferences that can be made about the properties of the perceptual process; theories of perceiving then can be developed on the basis of these inferences. Because the perceptual process is not itself public or directly observable (except to the perceiver himself, whose percepts are given directly in experience), the validity of perceptual theories can be checked only indirectly. Historically, systematic thought about perceiving was the province of philosophy. Philosophical interest in perception stems largely from questions about the sources and validity of what is called human knowledge (epistemology). Epistemologists ask whether a real, physical world exists independently of human experience and, if so, how its properties can be learned and how the truth or accuracy of that experience can be determined. They also ask whether there are innate ideas or whether all experience originates through contact with the physical world, mediated by the sense organs. As a scientific enterprise, however, the investigation of perception has especially developed as part of the larger discipline of psychology. For the most part, psychology bypasses the questions about perceiving raised by philosophy in favour of problems that can be handled by its special methods. The remnants of such philosophical questions, however, do remain; researchers are still

concerned, for example, with the relative contributions of innate and learned factors to the perceptual process. Such fundamental philosophical assertions as the existence of a physical world, however, are taken for granted among most scientific students of perceiving. Typically, researchers in perception simply accept the apparent physical world particularly as it is described in those branches of physics concerned with electromagnetic energy, optics, and mechanics. The problems they consider relate to the process whereby percepts are formed from the interaction of physical energy (for example, light) with the perceiving organism. Of further interest is the degree of correspondence between percepts and the physical objects to which they ordinarily relate. How accurately, for example, does the visually perceived size of an object match its physical size as measured? Perception and reality In the case of visual perception, some people can actually see the percept shift in their mind's eye. Others, who are not picture thinkers, may not necessarily perceive the 'shape-shifting' as their world changes. The 'simplistic' nature has been shown by experiment: an ambiguous image has multiple interpretations on the perceptual level. This confusing ambiguity of perception is exploited in human technologies such as camouflage, and also in biological mimicry, for example by European Peacock butterflies, whose wings bear eye markings that birds respond to as though they were the eyes of a dangerous predator. There is also evidence that the brain in some ways operates on a slight "delay", to allow nerve impulses from distant parts of the body to be integrated into simultaneous signals. Perception is one of the oldest fields in psychology. The oldest quantitative law in psychology is the Weber-Fechner law, which quantifies the relationship between the intensity of physical stimuli and their perceptual effects (for example, testing how much darker a computer screen can get before the viewer actually notices). The study of perception gave rise to the Gestalt school of psychology, with its emphasis on holistic approach.

The Process of Perception As we may not know it, perception is a three step process our minds undergo. It usually selects, organize and interpret information rapidly that we think our perceptions are objective, reflections of this world. Selection -We select what we want to perceive Organization -We arrange the information that we perceive from selection Interpretation -we starts to interprets on the things that we perceive and organize in selection and organization Our mind works in the strangest way that we could ever imagine. We don't notice our brain has a lot to do with the way we perceive a person or something. It's just a simple matter but there are a lot of steps in it.

COMPANY PROFILE
Anchor, Indias leading electrical solutions company gives you the complete range of electrical components for your home. From a vast variety of switches to choose from, wires, cables, fans and much more, we are a brand that brings your home to life. And our biggest joy is to help you create the home you have always dreamt of. Anchor has been around for more than 47 years, constantly innovating and bringing quality products to the market. Anchor changed the way people look at switches by introducing India to the piano switch in 1976. It then went on to create offerings like Roma, the finest modular range of quality switches and accessories. Besides world-class switches, Anchor possesses a vast portfolio of product offerings, with more than 3000 products in 20 product groups. Anchor manufactures other electrical products like wires & cables, switchgears and circuit breakers, lighting luminaries and fixtures, fans as well as compact fluorescent lamps. In addition, the recent takeover by the Panasonic Group has added many products in its portfolio. Panasonics unbeatable Japanese technology with Anchors strong distribution network across the country will ensure quality products to the end consumer. This also adds an international touch, flair and fun to Anchors brands, making them truly at par with the best in the world. With over 194 injection modeling machines and 105 hydraulic modeling machines in our Daman and Haridwar plants, we have the largest moulding facility in South Asia and one of the largest in the world. We are on of the largest manufacturers of switches and wiring devices in the world, making over 1 million switches and 3 million components every day.

Vision & Mission Anchors mission is to manufacture Innovative, Eco-Friendly, Energy Saving world class products for making users life Simpler, Safer and Comfortable.

Quality Policy We pledge to our customers and ourselves that we will strive to offer most dependable and contemporary products and will endeavour to continually improve quality in our operations by increasing employee awareness and providing required training. We will act with honesty, integrity and responsibility in all relationships; professionally and personally.

Established in 1963. Pioneer & Brand leader in Electrical Accessories. 1st to get ISI certification. Widest range to suit every type of project economy, medium and state of the art 'ROMA' Modular range.

Strong Nation-wide network of 15,000 dealers to ensure ready availability and render after sales service.

Diversification: MCBS, PVC insulated wires, Fans, Tube-lights & bulbs, Lighting and Luminaries, Appliances, e.t.c..

Innovative out-look, Solid R&D set up.

With over thirty years of tradition in the field. Anchor name is inextricably woven into the fables of India. From a simple rural dweller in a newly electrified village to a modern urban resistant in a blistering metro. Anchor offers a wide range of choice to them all: at affordable price. In fact value-based products to suit diversed installation needs. In diversed places like modern flats, villas, bungalows, offices, hotels, hospitals, airports, laboratories, auditoria, sports complexes, commercial premises, cultural centers and industrial factories. By fusing formidable engineering skills with innovative talents, harnessing men and

materials to build products of value. No wonder leading architects, interior decorators and electrical contractors relay on the Anchor products for their diverse needs. Situated at various places all over in India comprising of various manufacturing plants sprawling over many acres of land. Anchor is humming with men, machines, methods and materials to turn out high quality products. With value anchored in vision to improve quality of life.

RESEARCH METHODOLOGY
Scope of the study: This study is confined to few statements helps to describe the retailers perception towards Anchors switches. This study concentrates on opinion given by retailers only. The statements considered for this study are 1. Anchors switches has strong advertising support 2. Anchors switches often has effective sales promotion campaigns 3. Merchandising support provided by the manufacturer for Anchors switches is useful 4. Anchors switches is a key brand in the product range 5. The category information supplied by the manufacturer about Anchors switches is useful 6. Anchors switches is an important brand in the future growth of this product category 7. Customers willing to pay more in order to buy Anchors switches 8. Customers would be disappointed if we did not carry this brand 9. Customers consider Anchors switches to be a good buy 10. Anchors switches usually keeps its promises that it makes to our store Objectives of the study: 1. To analyze the potential of Anchors switches 2. To study the retailers perception on Anchors switches 3. To study the customer preference with respect to switches 4. To study the satisfaction levels of retailers towards Anchors switches 5. To analyze the perception of retailers towards Anchors switches

Hypothesis: Null Hypothesis: Retailers are not satisfied with performance of Anchors switches. Alternative Hypothesis: Retailers are satisfied with the performance of Anchors switches Sampling: Sampling method: Convenience sampling method Sampling size: Sample size would be 100. Data and Sources of data: Primary Data: Questionnaire is used as Primary data source for collecting information. Secondary Sources: The secondary sources of data include data from magazines, Internet, Books, and various marketing journals. Tools for the analysis: 1. Chi-square test. 2. Tabulations. 3. Graphs and Charts. Limitations: 1. The sample size is not very large owing to time constraint which may cause inaccuracy. 2. The respondents may be biased while revealing their opinions. 3. The study is confined to Hyderabad only. Future scope of the study: This study can be extended by considering the perceptions of people involved in the supply chain of Anchors switches so that the research would be successful.

DATA INTERPRETATION

1. Do you keep Anchors switches in your shop? a. Yes b. No

Interpretation: From the above graph, it is concluded that majority of respondents (82) will be having the anchor switches in their shop for its quality and brand name and only 18% will not be having the same.

2. Which of the following Switches manufacturers gives you maximum profit? a. Anchor b. Philips c.Penta d. Legrand e. Orient f. others

Interpretation: According to the graph, Anchor is in the first place with 28 respondents, Philips in the second place with 18 respondents, Others manufactures are in the third place with 17 respondents, orient in the fourth place with 15 respondents, Penta is in the fifth place with 12 respondents and legrand in the last place with 10 respondents. It is clear that anchor is trusted brand as majority of the respondents 28 are having profit on anchor switches than any other brand.

3. Are you satisfied with profit margin you are getting from Anchors switches? a. Yes b. No

Interpretation: According to the graph, 69% are getting the profit margin from Anchor switches.

4. Which is the most sellable brand? a. Anchor b. Philips c.Penta d. Legrand e. Orient f. others

Interpretation: According to the graph, Anchor is facing tough competition with other brands in sales.

5. Which of the following Switches brand will you recommend to consumer in case of absence of Switches demanded by customer? a. Anchor f. others b. Philips c. Penta d. Legrand e. Orient

Interpretation: From the above graph, it is clear that majority of the respondents (34) will be recommending the Philips switches in the absence of preferred switches by the consumer.

6. Which of the following brand is more purchased by consumer? a. Anchor b. Philips c.Penta d. Legrand e. Orient f. others

Interpretation: From the above graph, there is a slight margin in between the anchor (26) and Philips (25) pertaining to purchases made by the consumer.

7. Do you influence the consumers choice of Brand? a. Yes b. No c. Cant say

Interpretation: Among the 100 respondents, 61 respondents influence the consumers choice of brand while 22 respondents did not influence the consumers choice of brand.

8. What do you feel about service provided by Anchors Switches? a. Excellent b. Good c. Average d. Bad e. Very bad

Interpretation: Out of 100 respondents, 32 respondents feel that the service provided by the anchor switches are good, 17 respondents each feel that the service provided by the anchor switches are excellent and average.

9. What do you feel regarding price of Anchors switches comparing with other brand? a. Very high b. High c. Fair d. Low e. Too Low

Interpretation: Among the 100 respondents, 34 respondents feel that the price of Anchor switches is high when compared to other brand, 23 respondents feel very high, 22 respondents feel fair, 13 respondents feel Low and 8 respondents feel too low when compared with other brands.

10. What is the level of satisfaction with respect to timely supply of the merchandise? a.Highly satisfied b. Satisfied c. Neutral d. Dissatisfied e. Highly dissatisfied

Interpretation: From the above graph, 43 respondents are satisfied in which 17 are highly satisfied with respect to timely supply of the merchandise.

11. What is the level of satisfaction on credit offers by dealer/ wholesaler? a. Highly satisfied b. Satisfied c. Neutral d. Dissatisfied e. Highly dissatisfied

Interpretation: According to the graph, majority of the respondents (59) in which 38 dissatisfied and 21 highly dissatisfied with the credit offers given by the dealer and wholesaler.

Please indicate the extent of agreement or disagreement with the following statements 12. Anchors switches has strong advertising support a.Strongly agree d. Disagree b. Agree c. Neither agree nor disagree

e. Strongly disagree

INTERPRETATION:In the Electrical accessories Manufacturing, Anchor is number one company. So among the 100 Respondents majority of the respondents (69) disagree that anchor did not require the advertising support.

13. Anchors switches often has effective sales promotion campaigns a.Strongly agree d. Disagree b. Agree c. Neither agree nor disagree

e. Strongly disagree

INTERPRETATION:Among the 100 respondents, 69 respondents disagree that the anchor switches did not require any promotional campaign as it is a branded company in the electrical accessories. While only 29 respondents agree that the anchors switch needs sales promotion campaigns.

14. Merchandising support provided by the manufacturer for Anchors switches is useful

a.Strongly agree d. Disagree

b. Agree

c. Neither agree nor disagree

e. Strongly disagree

INTERPRETATION:As the anchor is one of the longest brands in the electrical accessories and launched variety of products in the market as major of the respondents 84% disagree that the merchandising support is not required.

15. Anchors switches is a key brand in the product range

a.Strongly agree d. Disagree

b. Agree

c. Neither agree nor disagree

e. Strongly disagree

INTERPRETATION:The majority of the 41 respondents strongly agree that the anchor switches is a key brand, 32 agree the same, while 9 are in neutral, 11 disagree with the above statement and 7 strongly disagree with the above statement stating that the anchor switches is not a key brand in the product range.

16. The category information supplied by the manufacturer about Anchors switches is useful

a.Strongly agree d. Disagree

b. Agree

c. Neither agree nor disagree

e. Strongly disagree

INTERPRETATION:Out of 100 respondents, 43 respondents agree that the information supplied by the manufactures about anchors switches is useful, 20 respondents neither agree nor disagree, 17 strongly disagree, 14 strongly disagree while 6 disagree that the information supplied by the manufacturer about anchors switches is useful.

17. Anchors switches is an important brand in the future growth of this product category

a.Strongly agree d. Disagree

b. Agree

c. Neither agree nor disagree

e. Strongly disagree

INTERPRETATION:From the above graph, the majority of the respondents agree that the anchor switches will be playing an important role in the product category as 37 respondents strongly agree and 30 respondents agree with the above statement.

18. Customers willing to pay more in order to buy Anchors switches

a.Strongly agree d. Disagree

b. Agree

c. Neither agree nor disagree

e. Strongly disagree

INTERPRETATION:From the above graph, the respondents are choosing the Anchor switches as it is known for safety and the respondents do not comprise on price as they give the first preference to safety. So majority of the respondents 73% are willing to pay more money in order to buy Anchor switches.

19. Customers would be disappointed if we did not carry this brand

a.Strongly agree d. Disagree

b. Agree

c. Neither agree nor disagree

e. Strongly disagree

INTERPRETATION:From the above graph, it is observed that majority of 73 respondents in which 29 strongly agree that the customer would be disappointed if we did not carry this brand .

Customers consider Anchors switches to be a good buy a.Strongly agree d. Disagree b. Agree c. Neither agree nor disagree

e. Strongly disagree

INTERPRETATION:It is observed from the above graph, that majority of the respondents 70 (31 strongly agree and 39 agree) agree that the anchors switches are considered as good buy while only 17 disagree in which 6 strongly disagree with the above statement.

20. Anchors switches usually keeps its promises that it makes to our store

a.Strongly agree d. Disagree

b. Agree

c. Neither agree nor disagree

e. Strongly disagree

INTERPRETATION:Among 100 respondents 43% neither agree nor disagree with the above statement that the anchor switches usually keeps its promises.

21. What is the overall satisfaction with Anchors switches? a. Highly satisfied b. satisfied c. Neutral d. Dissatisfied e. Highly dissatisfied

INTERPRETATION:From the above graph, majority of the respondents (66) in which 32 highly satisfied and 34 satisfied with the overall satisfaction on Anchor switches.

DATA ANALYSIS
Strong advertising support * overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 26.854a 27.329 .275 df 16 16 1 sided) .043 .038 .600

Association N of Valid Cases 100 a. 19 cells (76.0%) have expected count less than 5. The minimum expected count is .20.

Sales promotion campaigns * overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 15.027a 16.831 .198 df 16 16 1 sided) .523 .397 .657

Association N of Valid Cases 100 a. 19 cells (76.0%) have expected count less than 5. The minimum expected count is .08.

Merchandising support * overall satisfaction

Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 12.461a 14.293 .113 df 16 16 1 sided) .012 .177 .736

Association N of Valid Cases 100 a. 21 cells (84.0%) have expected count less than 5. The minimum expected count is .12. Product range * overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 16.736a 20.188 .013 df 16 16 1 sided) .043 .212 .910

Association N of Valid Cases 100 a. 21 cells (84.0%) have expected count less than 5. The minimum expected count is .28.

Category Information * overall satisfaction

Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 15.922a 16.803 .160 df 16 16 1 sided) .458 .398 .689

Association N of Valid Cases 100 a. 17 cells (68.0%) have expected count less than 5. The minimum expected count is .24.

Future growth in product category * overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 35.378a 34.513 3.039 df 16 16 1 sided) .004 .005 .081

Association N of Valid Cases 100 a. 19 cells (76.0%) have expected count less than 5. The minimum expected count is .28.

Willing to pay more * overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 19.414a 23.212 .131 df 16 16 1 sided) .248 .108 .717

Association N of Valid Cases 100 a. 21 cells (84.0%) have expected count less than 5. The minimum expected count is .24. Disappointment of customers * overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 25.445a 25.822 .120 df 16 16 1 sided) .062 .057 .730

Association N of Valid Cases 100 a. 19 cells (76.0%) have expected count less than 5. The minimum expected count is .28.

Consideration of good buy * overall satisfaction

Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 30.369a 28.385 1.181 df 16 16 1 sided) .016 .028 .277

Association N of Valid Cases 100 a. 20 cells (80.0%) have expected count less than 5. The minimum expected count is .24. Promises * overall satisfaction Chi-Square Tests Asymp. Sig. (2Pearson Chi-Square Likelihood Ratio Linear-by-Linear Value 23.210a 26.894 .882 df 16 16 1 sided) .108 .043 .348

Association N of Valid Cases 100 a. 19 cells (76.0%) have expected count less than 5. The minimum expected count is .28. From the above chi- square analysis the factors like Strong advertising support, Merchandising support, Product range of Anchors switches, Future growth in product category, Disappointment of customers if they do not get this product and Consideration of good buy show Pearson Chisquare value less than 0.05, which proves that these variables influences the retailers perception. Remaining variables like Sales promotion campaigns, Category Information, customers Willingness to pay more for anchors switches, Keeping its Promises show Pearson chi-square value greater than 0.05.

Hypothesis testing: Null Hypothesis: Retailers are not satisfied with performance of Anchors switches.

Alternative Hypothesis: Retailers are satisfied with the performance of Anchors switches Out of 10 variables 6 variables show retailers positive influence (Pearson chi-square value less than 0.05) on Anchors switches. Therefore we can conclude that the Alternative hypothesis is accepted and declare retailers are satisfied with the performance of Anchors switches.

FINDINGS: 1. Majority of respondents will be having the anchor switches in their shop for its quality and brand name and only 18% will not be having the same. 2. Anchors switches are the only brand which gives maximum profit to the retailers followed by Philips, orient, penta, legrand etc. It does not help anchor switches in getting maximum revenue. 3. Philips is the next brand preferred by customer in the absence of Anchors. 4. Most of the retailers feel that the service provided by the anchor is very good. Very few respondents feel that the service is bad. 5. The price of Anchor switches is less than other competitors in the market. Also it is the only brand that gives highest profit to the retailers. It eluded retailers to make available to this brand in their shops. 6. The credit offered by dealer/wholesaler is very low. Most the retailers are dissatisfied in terms of Credit offers. 7. In terms of the advertising support, promotional campaigns, merchandising support retailers are dissatisfied with respect to Anchors switches. 8. In terms of Information supplied by the manufacturer, future growth, price, disappointment of customers if they do not carry this brand, keeping promises retailers are satisfied with respect to Anchors switches. 9. Finally, out of 100 respondents, majority of the respondents (66%) are satisfied with the Anchors switches. Only few respondents (21%) are dissatisfied with the same product.

Suggestions: 1. The service level of Anchors switches is in satisfactory level. Hence it would concentrate more on service level in order to maintain association with the retailers. 2. The price of Anchor switches is less, the profit margin for retailer is high, and the sales of anchor switches compared to competitors are low. This is an imbalanced equation which will affect the business of anchor switches. Hence it will slightly decrease the profit margin and increase the availability in order to get the breakeven point. 3. Anchors switches have to increase the advertising support, promotional campaigns, merchandising support to the retailers. Because, in these attributes retailers are dissatisfied with the concert of Anchors switches. 4. In terms of information supplied by the manufacturer, price and keeping promises, retailers are satisfied with the concert of anchor switches. So, Anchor switches have to maintain same level of concert in the near future so that the sales of anchor will cross its competitors. 5. Finally, anchor switches come out with different designs, various advertising and promotional campaigns in order to attract the customer make them in such a way that they will wait for anchor brand.

Conclusion
The study on The retailers perception towards Anchors switches was undertaken with an objective to know the potential of anchor switches in the market. The study has been made to know the satisfaction level of retailers and customer preference towards the anchor switches. Further it is extended to analyze the perception of retailers towards Anchor switches. The study was done in Hyderabad city. The primary data is collected by using the questionnaires. The questionnaires are distributed to the respondents and the collected information is used for the interpretation and the analysis. The secondary sources of data include data from magazines, Internet, Books, and various marketing journals. The Hypothesis of the study was framed based on the factors that retailers are not satisfied with performance of Anchor switches. From the study it was found that the anchor switches is known for its quality and brand name and also gives maximum profit to the retailers. But most of the retailers are dissatisfied with advertising support, promotional campaigns, merchandising support. It is also observed that the credit offered by dealer/wholesaler is very low. It is suggested to the management to concentrate more on service level in order to maintain association with the dealers. It is observed that the price of Anchor switches is less, the profit margin for retailer is high, and the sales of anchor switches compared to competitors are low. This is an imbalanced equation which will affect the business of anchor switches. Hence it will slightly decrease the profit margin and increase the availability in order to get the breakeven point. It is also suggested that anchor switches come out with different designs, various advertising and promotional campaigns in order to attract the customers.

BIBLIOGRAPHY:

1. Ranjit Kumar, Research Methodology, SAGE Publications Ltd, 08-Dec-2010 2. David A. Kenny, Interpersonal perception, Guilford Press, 1994 3. Barry Maund, Perception, Acumen, 2003

WEBSITES:

http://www.sapdesignguild.org/resources/optical_illusions/intro_definition.html http://property.magicbricks.com/microsite/buy/anchor-electricals/ http://en.wikipedia.org

Annexure Questionnaire
Demographics: i) Age:____________ a. 15-25yrs b. 25-35yrs c. 35-45yrs ii) Gender____________________ a. Male b. Female iii) Shop Name: ___________________ iv) Area__________________________ 22. Do you keep Anchors switches in your shop? a. Yes b. No

d. Above 45yrs

23. Which of the following Switches manufacturers gives you maximum profit? a. Anchor b. Philips c.Penta d. Legrand e. Orient f. others

24. Are you satisfied with profit margin you are getting from Anchors switches? a. Yes b. No

25. Which is the most sellable brand? a. Anchor b. Philips c.Penta d. Legrand e. Orient f. others

26. Which of the following Switches brand will you recommend to consumer in case of absence of Switches demanded by customer? a. Anchor b. Philips c.Penta d. Legrand e. Orient f. others

27. Which of the following brand is more purchased by consumer? a. Anchor b. Philips c.Penta d. Legrand e. Orient f. others

28. Do you influence the consumers choice of Brand? a. Yes b. No c. Cant say

29. What do you feel about service provided by Anchors Switches? a. Excellent b. Good c. Average d. Bad e. Very bad

30. What do you feel regarding price of Anchors switches comparing with other brand? a. Very high b. High c. Fair d. Low e. Too Low

31. What is the level of satisfaction with respect to timely supply of the merchandise? a. Highly satisfied b. Satisfied c. Neutral d. Dissatisfied e. Highly dissatisfied

32. What is the level of satisfaction on credit offers by dealer/ whole saler? a. Highly satisfied b. Satisfied c. Neutral d. Dissatisfied e. Highly dissatisfied

Please indicate the extent of agreement or disagreement with the following statements 33. Anchors switches has strong advertising support a.Strongly agree d. Disagree b. Agree c. Neither agree nor disagree

e. Strongly disagree

34. Anchors switches often has effective sales promotion campaigns a.Strongly agree d. Disagree b. Agree c. Neither agree nor disagree

e. Strongly disagree

35. Merchandising support provided by the manufacturer for Anchors switches is useful a.Strongly agree b. Agree c. Neither agree nor disagree

d. Disagree

e. Strongly disagree

36. Anchors switches is a key brand in the product range a.Strongly agree d. Disagree b. Agree c. Neither agree nor disagree

e. Strongly disagree

37. The category information supplied by the manufacturer about Anchors switches is useful a.Strongly agree d. Disagree b. Agree c. Neither agree nor disagree

e. Strongly disagree

38. Anchors switches is an important brand in the future growth of this product category a.Strongly agree d. Disagree b. Agree c. Neither agree nor disagree

e. Strongly disagree

39. Customers willing to pay more in order to buy Anchors switches a.Strongly agree d. Disagree b. Agree c. Neither agree nor disagree

e. Strongly disagree

40. Customers would be disappointed if we did not carry this brand a.Strongly agree d. Disagree b. Agree c. Neither agree nor disagree

e. Strongly disagree

41. Customers consider Anchors switches to be a good buy a.Strongly agree b. Agree c. Neither agree nor disagree

d. Disagree

e. Strongly disagree

42. Anchors switches usually keeps its promises that it makes to our store a.Strongly agree d. Disagree b. Agree c. Neither agree nor disagree

e. Strongly disagree

43. What is the overall satisfaction with Anchors switches? a. Highly satisfied b. Satisfied e. Highly dissatisfied c. Neutral d. Dissatisfied

44. Suggestions please. _______________________________________________________________________ _______________________________________________________________________ _______________________________________________________________________ ___