Godrej Full Report

THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY
INTRODUCTION TO THE PROJECT
The researcher has taken a project from Godrej & Boyce Mfg. Co. Ltd. a
division of Godrej group of companies. The topic of the project was
Consumer Behaviour Towards Godrej Safe and Secutity.
I was asked to do marketing survey on the products of the company to
identify the need of security equipment in the market. The Godrej is having
following products in its security equipments product line: -
 Currency counting machines
 Electronic Safes
 Electronic Alarm Systems
 Time Attendance System
 Surveillance Systems
I have done survey for the need/demand in the market for these products
equally. I asked to do the market survey to know the actual need of the
electronic security equipment in different types of categories divided in
hotels, govt., construction, financers & Misc. The sample size was taken of
120 respondents.
My major focus was on the factors that were influencing the need in the
market for the electronic security equipments. My sample plan was to
capture the information of the different categorized segments of industries.
I have got good responses majority was positive.
My chosen areas for my project were whole Patna and nearby that where
these types of segments like hotels, construction sites, financers, govt. &
private firms were located.
Page | 1
OBJECTIVE OF THE STUDY
 To study the level of prospect customers of Electronic Security
systems & The Need of security in Public & Private sector.
 To know about the popularity of electronic security equipment in the
market.
SCOPE & SIGNIFICANCE
The study of Need of Security in Government & Industrial Sector offers a
new perspective for evaluating the security necessities in different categories
of sectors. The study enables the organization to know the actual condition
of market & requirement of the different market players. The study was
conducted by Personal Interview & Survey method, which included
questionnaire, responses for each question with the respect to the sample
are studied & then respective percentages are calculated. This study also
proves to be beneficial for evaluating the needed products for the sites
categorize. To the researcher the project supplemented the theoretical
knowledge of the research by providing him an opportunity to understand
the application of marketing research concepts and there practical
implications.
Page | 2
RESEARCH METHODOLOGY
Research Design
Research Design is the basic framework, which provides the guidelines the
study; it is the arrangement of conditions & analysis in a manner that aims
to combine relevance to the research purpose with economy in procedure. It
was a descriptive research, which has been done by making an in-depth
study to get knowledge about the subject.
Data Collection Method
There are two types of data:
 Primary
 Secondary
The secondary data refers to those data, which have been gathered, from the
agency & Company itself. On the other hand primary data gathered by the
researcher afresh for the specific study undertaken by him. Primary data
can be collected by three methods:
 Observation
 Survey
 Personal Interview
The researcher has chosen the survey method with the help of
Questionnaire for the data collection method.
Page | 3
Research Instruments
Research Instrument calls by the name of tool of collecting the data. As
above said the researcher has chosen questionnaire as research instrument,
which gives most satisfactory results.
Sample Plan
In sample plan the researcher has to decide about the sample unit, sample
size, sampling procedure and contact method.
Universe: 120 respondents of Patna.
Sample unit: This part of the sample plan involve the decision about
the respondents whether Financial institutions, Hotels, Manufacturing units
& Industrial sectors, Construction houses or a combination of all of them.
The researcher has chosen combination of these as his sample unit.
Sample size: It involves researcher’s sample size decision about how
many units to be surveyed. The sample size include 120 respondents which
is combination of different types of respondents
Contact method: The last issue to be decided in sampling plan is to
determine the contact method i.e. how the selected unit be approached.
Various methods available are mail survey, telephonic survey and personal
interviews. The researcher has used personal interviews and telephonic
survey as methods to get the information and questionnaire filled.
Field Work
At the end after finishing up the problem definition and research design,
researcher conducted the actual data collection procedure. This is called
Page | 4
fieldwork. The researcher has encountered with an average number of
problems during his fieldwork, respondents refuse to cooperate sometimes,
unable to give proper time, not interested to meet & the bargaining nature of
the businessmen etc.
Limitation of the Research
 The researcher tried to make the research work as accurate &
authentic as possible. However the following constraints were still
unavoidable:
 The information provided by the respondents on which all the results
were drawn cannot be denied that here was always a possibility of
response error.
 The respondent’s were in segments so the time taken to interview with
them was too much.
 The study was conducted within a time frame work of two months
duration only.
 The respondents feel reluctant about the survey conducted.
 Secondary data could not be fully utilized because of difficulty in
assessing it.
Page | 5
CORPORATE PROFILE
Godrej& Boyce Mfg. Co. Ltd.
History
The Company celebrated its centenary in 1997. In 1897 a young man
named Ardeshir Godrej gave up law and turned to lock making. Ardeshir
went on to make safes and security equipment of the highest order, and
then stunned the world by creating toilet soap from vegetable oil. His
brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej
towards becoming a vibrant, multi-business enterprise. Pirojsha laid the
foundation for the sprawling industrial garden township (ISO 14001-
certified) now called Pirojshanagar in the suburbs of Mumbai. Godrej
touches the lives of millions of Indians every day. To them, it is a symbol of
enduring ideals in a changing world.
Incorporation
Established in 1897, the Company was incorporated with limited liability on
March 3, 1932, under the Indian Companies Act, 1913.
Combined Sales - Subsidiaries and Affiliates
The Company is one of the largest privately held diversified industrial
corporations in India. The combined Sales (including Excise Duty) of the
Company, its subsidiaries and affiliates, during the Fiscal Year ended March
31, 2005, amounted to over Rs. 50,000 million (US$ 1,150 million).
Board of Directors
J. N. Godrej (Chairman and Managing Director),
A. B. Godrej, N. B. Godrej,
Page | 6
V. M. Crishna, K. N. Petigara,
B. A. Hathikhanavala,
F. P. Sarkari,
P. D. Lam, K. A. Palia and
P. P. Shah.
Shareholders
Since its inception, the Company is controlled by the GODREJ family based
in Mumbai, India. Its shares are not listed on any Stock Exchange. About
one-fourth of the Company's share capital is held by Pirojsha Godrej
Foundation, a public charitable trust.
Branches (Sales and Service) and Retail Showrooms
Mumbai, Ahmedabad, Bhopal, Indore, Jabalpur, Pune,• Raipur
New Delhi, Chandigarh, Faridabad, Ghaziabad, Patna, Kanpur,• Lucknow
Chennai, Bangalore, Coimbatore, Hyderabad, Kochi, Pondicherry,•
Trivandrum, Visakhapatnam Kolkata, Bhubaneswar, Guwahati, Ranchi,•
Patna
The Company has a network of 38 Company-owned Showrooms, more
than 2,200 Wholesale Dealers, and more than 18,000 Retail Outlets.
The Company has Representative Offices in Sharjah (UAE), Nairobi
(Kenya), Colombo (Sri Lanka) and Riyadh (Saudi Arabia).
Employees
8,900 (including 2,000 in Sales and Service)
Page | 7
BUSINESSES
The Company has the following businesses (with respective ISO
certifications), which manufacture and/or market a wide range of consumer
durables and industrial products:
Appliances (ISO 9001/14001)
Refrigerators, Washing Machines, Microwave Ovens and DVD Players
Furniture and Interiors: (ISO 9001/14001)
Office Furniture, Seating and Desking Systems, Computer Furniture and
Open Plan Office Systems, Office and Home Storwels®, Sofas and Recliners,
Home Furniture, Filing Cabinets and Filing Systems, Book Stacks and
Cases, Sliding/Tambour Door Units, Personal/Industrial Lockers,
Customized Storage Systems, Roll-formed Slides and Components for
Furniture
Locks: (ISO 9001)
Padlocks, Cylindrical Locks, Mechanical and Electromechanical door locks
and related hardware
Security Equipment & Solutions: (ISO 9001 / 14001)
Strong Room Doors, Safe Deposit Lockers, Cash Boxes and Coffers,
Data/ATM Safes, Burglary and Fire Resisting Safes, Record & Filing
Cabinets, Electronic Coffers, Currency Sorters and Cash Counting
Machines, Fire/Security Doors, Fire and Burglar Alarm/Premises Security
Systems, Video Door Phones, CCTV System, Access Control Systems
Page | 8
Prima Office Equipment (ISO 9001)
Office Automation – Photocopiers, Fax, Multifunction devices and
Mechanical Typewriters (available in over thirty languages); Conferencing
Products and Solutions – Projectors, Video and Teleconferencing Equipment,
Plasma Displays and Electronic Printboards; Vending Machines
Storage Solutions (ISO 9001/14001)
Multiflex and Heavy Duty Storage Systems, Tool Storage Cabinets, Gravity-
flow, Mobile and Drive-in System Components, Mezzanine Floors, Cantilever
Storage Systems, Workshop Equipment and Special Solutions
Material Handling Equipment (ISO 9001/14001)
Forklift Trucks (Diesel, Electric and LPG) and Attachments, Container
Handling Trucks, Warehousing and Personnel Access Equipment, Spare
Parts, Services and Maintenance Contracts.
Industrial Products (ISO 9001/14001)
Precision Toolings (Press Tools/Plastic Injection Moulds/Vacuum Forming
Moulds/Pressure Die-Casting Dies), Special Purpose Machines, High
Precision Components/Equipment for Engineering and allied industries,
Sheet Metal Working Machines – Sales and Service
Process Plant and Equipment (ISO 9001, ASME ‘U’, ‘U2’, ‘S’ and ‘R’
Stamps, SQL ‘M’ Stamp China)
Page | 9
Pressure Vessels, Columns, Reactors, Electro polished Reactors, Shell &
Tube Heat Exchangers, Trays, Tower Internals and other Custom-built
Fabrication
Construction and Real Estate (ISO 9001/14001)
Ready Mix Concrete, Construction Projects, Property Development,
Horticulture and Envirotech Services
Electrical and Electronics (ISO 9001/14001)
Electrical Power Distribution System, Compressed Air Control System,
Electronic Technology Solution Provider (Hardware, Software, Retrofitting,
Process Control and Instrumentation, Industrial Automation), Energy
Conservation, Electrical Contracts.
Page | 10
PRODUCT PROFILE
Currency Counting Machines -
1. Crusader
Introducing Crusader - The Currency note counting machine from
Godrej. Lightweight and portable, it is your answer to a large cash flow. It
counts currency notes, detects suspect and abnormal notes, and
authenticates the quality of paper. All in the span of one minute.
Accuracy: The machine is highly accurate and gives consistent and
correct count for long periods of operations.
Speed: Crusader ha counting speeds as high as 1000 notes per
minute.
Ultraviolet authentication: Crusader can be provided with a suspect
document detection facility that uses UV lights if, during the process of
counting, the machine encounters any suspect document, it automatically
alerts the operator and stops the counting.
Page | 11
Multiple user adjustable settings: Depending upon the type of
suspect notes in circulation at the location, the user can set for himself the
desired level of UV authentication. This enables the machine to give the
necessary throughput as desired by the user, while simultaneous detecting
suspect notes as per the desired settings.
Batch setting: Feather touch keys allow the user to set the preset
quantity anywhere between 1 and 999.
Dust removal: The machine is specially designed for Indian notes,
which many a time is highly soiled. A special fan has been provided to
remove the dust and collect the same in the filter. This provides the operator
a clean ambience for operations.
Auto start/stop function: Crusader adopts an advanced circuitry
that automatically stops once the set quantity or notes are counted. This
allows the operator time to remove the counted notes. Once that is done, it
automatically starts the counting process. Besides saving time, it also
ensures that the throughput of the counting process is enhanced.
Add facility: When the operator has huge quantities of notes to
count, he need not keep a tan manually. A unique ‘adding’ feature can keep
track of the total quality of notes that have been counted.
Rugged design: Care has been taken to ensure that the machine is
quite rugged to suit extensive operations in Indian weather conditions.
Aesthetics: The machine packs all the above features in an aesthetic
and tastefully done exterior.
Page | 12
Self-diagnostics: A sophisticated electronic self-diagnostics circuitry
has been incorporated to provide clear communication codes when any
errors are encountered.
Display panel: Brightly- lit LED displays provide easily readable count
figures and user-friendly message that can be read even in darkness.
Specifications
Counting Mechanism: Friction
Dimensions: 305 mm x 276 mm x 226.5 mm
Weight (net): 8.3 kg. (Approx.)
Counting speed: 1000 notes per minute
Size range of documents: 100 mm x 50 mm – 170 mm x 90 mm
Thickness: 0.075 mm – 0.15 mm
Stacker Capacity: 200 notes
Power Consumption: 77W
Power Source: AC 220V + / - 10%, 50/60 HZ
Display: Dual LED Display: 3 digits
2. SWIFT
Godrej presents Swift TURBO – a currency note counter packed with a
host of user-friendly features, designed for heavy-duty applications. It is a
state- of- the- art product that can not only count new notes nut used notes
as well, and that too with a high degree of accuracy and speed. This reduces
the time and bother of manual counting.
Add Function: In all the four operating modes, cumulative totaling
facility is provided.
Page | 13
Auto/Manual Mode Selection: Counting can be done in Auto or
Manual mode by using this selection key. In Manual mode the start key is
used to initiate the counting process.
The machine is designed to operate in four different modes.
Free Mode: The complete set of notes placed on the machine is
counted continuously and then the note holder is released.
Batch Mode: This enables the operator to count the exact number of
notes from a note bundle. The Batched notes may be removed and the
counting continued.
Check Mode: The machine, after completion of the counting
operation, checks the counted number with the preset number. Only if both
the numbers match the note holder is released. Otherwise an audio-visual
alarm indication is sounded, alerting the operator and the note holder is not
released. The operator can by use of the RESET key, release the note holder
thus ensuring higher safety.
Stamp Mode: This mode is similar to check mode with a fixed of 100,
an “OK” stamp is affixed on the band on verification of 100 notes.
Dual LED Display: Two separate LED displays for batch size and
counting number are provided.
Diagnostics: The sophisticated electronic circuitry incorporated
conducts a self-check every time the machine is switched on. In the event of
any fault being detected, the appropriate warning is indicated allowing the
operator to identify the exact location requiring attention, thus increasing
efficiency.
Page | 14
Feather touch keypad: The number to be counted can be set by
directly entering the desired number using the feather touch key pad.
Built in stamping device: This special feature ensures that an “OK”
stamp is affixed on the band of the note bundle in Stamp mode.
Dust removing System: A unique dust removing system is provided
which protects both the user and the machine from dust, and also enhances
counting accuracy.
Customer Display Unit (option): This unit can be interfaced with the
machine. It helps the customer across the counter to view the count
progress of the machine.
Specifications
Counting Mechanism: Vacuum type
Counting Speed: 100 notes per 4 sec.
Certification: Electronic Research Testing Laboratory (ERTL)
Note Capacity: 150 notes.
Dust removing System: Self With Two Filters
Operating Modes: a) Count Mode With ADD function
b) Check Mode With ADD function
c) Preset Mode With ADD function
Display Facility: Dual
OK Stamping Device: Available Or Not
Size (W*D*H) in mm: Floor Type: 370*300*960
Desktop Types: 370*420*330
Weight: Floor Type less than 48 kg
Desktop less than 30 kg
Page | 15
Power Consumption: Less Than 360 watt
Power Source: AC 220V + 10% 50 HZ (+5%)
Shutter to Protect Machine from dust: Required
Security is one business that constantly needs to rediscover and keep pace
with technology. Newer technology means more effective and powerful
solutions. Which in turn translates to peace of mind. We are the first
choice and by far the largest supplier of security products for homes,
housing societies, the banking industry and public institutions.
Interestingly, when the Queen visited India in 1905, she chose a Godrej
safe to keep her valuables wherever she stayed in the country.
Guardian of the Nation – Home Safes
Manual Safes: - Cash Box, Premium Coffer, Rhino Safe, Safire Safe,
Defender Plus.
Electronic Safes
1. E-Swipe – Electronic safes with swipe technology
The E swipe features the sophisticated “Audit Trail” Facility.
This enables the safe to retain, in its advanced memory, the transactions
that have been performed on it. It is not just a handful of transactions. The
memory is large enough to record the last 100 transactions – more than
adequate to meet the complete security concerns of the user. Not only that,
the complete data can be printed through a personal computer.
Superior features for high-level safety and convenience
 Operation by a standard credit card or 4 digit password

 Motorized opening of bolt work
Page | 16
 Auto freeze facility for great password

 Mechanical override for emergency openings
 Heavy duty push button keypad
 Can be fitted inside a standard cupboard
 Master password facility
 Low battery indication
 Multi-level password facility
Specifications
 Exteriors: (H x W x D mm) – 250 x 455 x 375
 Weight: (kg) – 15.5
 Volume: (liters) – 34.7
 Interiors: (H x W x D mm) – 220 x 450 x 350
2. Treasure Chests – All Steel No Steal.
Gore presents the electronic safe to safeguard your hard earned cash,
jewellery, documents, etc.
Features for protection & convenience
 Electronically controlled digital lock with a feather touch keypad
 Dual password levels (A User and Master Password
respectively.)
 3-16 digit password capability (the user & master password can
set be of nearly 1000 trillion combinations)
 Auto freeze (after 3 wrong password consecutively the keypad
shall freeze for a period of five minutes)
 Progressive lock out (if during auto freeze keypad is operated the
lock out period gets extended by another five minutes)
 Battery backup the safe is powered by 4 x 1.5V that last for one
yrs. (assuming four operations per day).
Page | 17
 Low battery status indicator provided to give an A/V signal to
ensure that the battery is replaced in time.
 An emergency Mechanical over-ride has been provided which
enables the safe to be opened without causing any damage to it.
 The strong body of the safe is made using prime quality steel
and is of single plate multibend construction that gives the safe
that added strength it needs.
 Solid steel plate door hung on concealed pivot (the door is made
of solid 5mm prime quality steel)
Specifications
 External Dimension H x B x D
Mm 254 362 305
 Volume 21kg
 Shelf 1 No. (Removable)
 Keypad Feather Touch Keypad
 Power supply 4 x 1.5V ‘AA’ alkaline cells
3. Rhino Electronic – Burglar Resistant Electronic Safe
Rhino electronic is an electronic safe to safeguards your prized
belongings. Rhino electronic is what you need to secure to your valuable
possessions. 24 hrs protection, 365 days a year. This fortified safe fits in a
cupboard so you can have peace of mind knowing that your precious
possessions are safe.
Key features that provide complete protection
Page | 18
 Drill resistant Armour plate protects vital parts.
 Fully welded multi-bend body gives tremendous strength.
 2 shooting bolts of 19mm diameter provide superior protection.
 45 liters internal volumes to provide plenty of room inside the
safe.
 4-16 digit password facility for flexibility and convenience.
 Two personal digital codes can be programmed.
 Auto freezes facility for great password protection.
 Aesthetically appealing powder coat finish.
Specifications
 Height (mm): Outside (H) 420mm

Inside (H) 410mm or
215mm+
195mm(locker)
 Width (mm): Outside (H) 460mm
Inside (W) 455mm
 Depth (mm): Outside (W) 375mm
Inside (W) 290mm
 Volume: 45 liters.
 Net weight: 40kg
 Gross weight: 45kg
Standard accessorized:
 Lock Electronic Digital Lock
 Lockers One
4. Safire - Fire Resistant Electronic Safes
Safire fire-resisting safes have been designed keeping in mind the
strength and the frightening power of fire.
Page | 19
Features
 Designed to withstand fire for up to one hour.
 Tested for fire endurance.
 Tongue and groove construction to prevent hot gases and smoke
from seeping in.
 Burglar/theft protection provided with two locks.
 Option for two key locks or one numerical combination lock and
one key lock.
 One sliding tray and one shelf to maximize interior storage space.
 Digital keypad for keyless opening.
 2 user passwords enable confidential operations.
 Auto Freeze to prevent opening by trial and error.
5. Protector Laptop Electronic Safes
Protector Laptop Electronic Safes with Optional Audit Trail Facility
Features
 Audit trail facility. Provides records of the last 500 transactions on the
safe.
 Battery operated, with provision for a mechanical override.
 Early low battery warning.
 Non-volatile memory ensures that passwords and programming
settings are not erased during battery drain or removal.
 In case of a total battery failure, a 6V adapter, connected from
outside, can be used.
Page | 20
 Real-time clock chip to maintain date and time.
 Master probe is used to retrieve last 500 transactions from the safe.
 Each master probe has a unique room/user code making the entire
set-up fully secure.
 Body of the safe is made of prime quality steel, and is of single plate,
multi bend construction.
 The door is made of solid 5mm prime quality steel.
Locking system
Electronically controlled digital lock with a feather touch keypad.
One/two password levels with 4 to 8-digit user programmable password.
Auto freezes: after punching 3 wrong passwords consecutively the keypad
shall freeze for a period of 5 minutes. The number of retries and freeze time
is programmable by the user.
Progressive lockout: If the keypad is operated during auto freeze, the lockout
period gets extended by another 5 minutes.
Optional Features
Provision for lighting.
Customized size and front facia with customer’s logo.
Single mechanical key for all safes.
Computer connectivity with master probe for uploading audit trail.
Usage: Hotels, Hospitals, Hostels, Guest Houses and other institutions.
Page | 21
Time Attendance & Personnel Identification Device
1.Time Span
It is a system technology, which uniquely identifies and controls the
flow of people and thus assets. This system not only provides unique access
privileges but also makes the entire time office redundant. You can restrict
employees to certain working hours, certain buildings and even rooms. Just,
the solution you were looking for, in a time when cost reduction is the
buzzword.
Save time, money and much more-Routine time consuming issues like
overtime monitoring, employee tracking, report generation, etc, are
efficiently and clinically executed, by using the latest software technology;
thus offering a high degree of flexibility.
Unlike conventional swipe cards, where endless swiping defeats the purpose
of improving efficiency, Time span provides unique, multidirectional rugged
cards that ensure that each employee is on the job. Time span, yet another
quality product brought to you by Godrej; is ideal for use in manufacturing
companies, R&D labs, hospitals, software industries, corporate offices, etc.
Features
 Single chip microcomputer based system.
 Compact, sleek and rugged body made of superior grade FRP material.
 Highly versatile: can be interfaced with different types of reader
Like bar code, proximity etc or can function as a stand-alone unit.
 In-built 32 characters, backlit, liquid crystal display.
 16 key switch feather touch keypad.
Page | 22
 Date, time, day and reader status displayed in stand by mode
 Audiovisual indications for all operations.
 In-built battery backup for 10 hours in case of power failure of regular
operation,
Even with electromagnetic lock.
 Access and attendance data stored in self powered.
NVRAM (non volatile) for 5 years and above.
 Memory storage capacity of 7000 records for Time attendance & 5000
records for Access control.
 Programmable time zoning capability.
 Multilevel password access for programming.
 On line monitoring of the accessee for programming.
 Modern connection option for downloading data from remote locations.
 Personal computer connectivity through RS485
 In-built printer connectivity through centronics port.
 Multiple units can be hooked to host PC
 Potential free relay contact for interfacing with Electro magnetic lock,
AC lock, turnstile etc.
 Door sensor indicates if the door is left open.
 Personal Identification number (PIN) entry for higher security.
 Truly windows based software ensures high degree of user friendliness.
Page | 23
Multi door Time Span controller
This system is basically used for access control where more number of
doors is to be controlled. At each door there would be a mini-controller to
read the reader data.
Specifications
Physical: -
Cabinet dimensions
PCB Dimensions
Installation environment: -
Electrical
Power supply input 12 – 16V DC
Operational current Minimum
With (Bar code / Proximity / Finger scans reader)
Inputs: -
Card Reader Max. Two (In / Out) (For access application)
Door Sensor One
Push Buttons Maximum Five
System Outputs
Door Lock Single (Electromagnetic lock / Electric strike)
DC Power Supply
Physical
Cabinet dimensions
PCB Dimensions
Installation environment
Electrical
Page | 24
Power supply input 12 – 16V DC
Operational current Minimum With (Bar code / Proximity / Finger
scans reader) Inputs
Battery capacity 12V 7 AH Sealed Lead Acid Battery
LED Indications: Mains ON, Battery ON, Battery Charging, And Low
Battery
Software
Truly Windows Based, Menu Driven & User Friendly software.
Password Protection
The software has two operating levels Administrator/Operator. The
Super user defines a set of operations that are allowed for the operator to
access.
Databases
The master database of the software has employee name with his card
number, category, company name, department, shift group, details joining
date, date of leaving.
The software has facility to maintain database like taking Backups,
Restoring earlier database stored on floppies, Reindexing and Removing old
databases shall be provided for ease of handling of database.
The software has facility to export data in a standard formats like text
files, Lotus 123, Dbase, FoxPro, Excel etc for other packages like payroll
software.
The software shall have facility to define day shifts as well as night shifts.
Also it has provision to define as many shifts as per user requirements.
Page | 25
The software has facility to define Shift Groups which shall offer
convenience of entering shift details for the whole group on monthly basis,
thus avoiding repetitive data entry.
Flexibility of calculations
The software has facility to provide working hour calculations either by
considering the first entry and last entry or by considering all entries.
The software has facility to calculate Extra Hours based on user selectable
one of the following methods -
Any amount of work done outside shift timings.
Amount of work done only after shift timings.
Amount of work done after specified time period after end of the shift.
Amount of work done after shift timings and after specified time and work
done before commencement of shift.
Reports
The software has facility to generate MIS reports like Daily, Weekly,
Monthly, Half Yearly, Annual and Summary Reports. The software has
flexibility to generate various reports with combination of different company,
Categories, Departments and Employees. The management information
reports like man-hours worked, Man days worked etc. shall be generated.
The software has facility to take reports on three different media i.e. Screen,
Printer and File.
The software has facility to give Leave Calculations reports. The leaves
shall be user defined. All leave records shall be maintained and the software
shall calculate leave balance/leave encashment etc.
Page | 26
The software has option to provide the super user authority to
override or authorize odd entries. This shall also enable authorization for
employees who have forgotten to bring the cards.
The software has facility to record event Logs to record the last 1000
entries to keep track of important / sensitive operations like capturing of
entries, Database related operations etc.
Communication with controller
The software has facility to automatically download the records in
controller’s memory, thus permitting online operation of the system.
The software has facility to set controller’s settings like Door open
time, data and time, allowable time between same card punch, operation of
lock when the controller memory is full etc.
Access control Features
The software has facility to limit the authorize entrants for any
individual from user defined permutation and combination for doors. Also
the entry can be restricted within certain time period.
Electronic Alarm Systems
1. EAGLE- electronic alarm system
Computerized Burglar & Fire Alarm System Features –
1. It has total 8 zones with 6 zones for Burglar and 2 ones for fire.
2. Six burglar zones - Delayed, 24 hrs, Silent, Following Delayed (3 nos).
3. Two dedicated fire zones.
Page | 27
4. The system operates on 12 Volts.
5. Arm and Disarm mode.
6. It has separate indication for fire alarm condition, fire zone wire open
circuit & fire zone wire short circuits.
7. Provision for potential free contacts in case of any alarm condition.
8. Audiovisual indication for zone open and short circuit.
9. Ease of operation with electromechanical key.
10. Provision for speaker as well as hooter output.
11. The system is enclosed in MS enclosure and has polycarbonate
sticker on front fascia.
12. The system has following indications –
Power, ARM, Zone Alarm indications, two indications for fire
zone open circuit and short circuit.
System Specifications
Input Power - 90 ~ 270 Volts AC
Operating voltage - 5 V for electronics
12 v for Motion and smoke sensors, hooters and speakers
Alarm outputs – 15W / 8 ohms, 30w/16 ohms
Current Consumption – 150 mamp in standby mode with one sensor in each
loop.
500 milliamp depending on hooter.
Loop Response Time – Approx. 500 milli second
Housing Dimentions - 285 mm (H) X 285 mm (W) X 110 mm (D)
Page | 28
Shipping Weight - Approx. 8 Kg.
Current: 300 mA
Output: 118dB Size: 100x70 12V DC
2. DRAGON 3-Zone Fire Alarm Panel
Dragon 3-Zone Fire Alarm Panel by Godrej Security Equipment
Division. This panel fully confirms to the IS 2189 standard and is designed
using high-speed micro controller technology to give high performance
monitoring of the protected area.
If you are reading this manual for the first time, we suggest you read
it from the start to end in order to achieve an overall understanding of the
features provided by this panel.
Technical Specifications
No. Of Zones - 3
Primary Power -150V AC to 270AC.
Standby Power - 24V DC Maintenance free Rechargeable Battery.
Operating Voltage -24V DC Regulated Supply.
Compatible Conventional Detectors - Ionization Smoke Detectors
Optical Smoke Detectors
Heat Detectors
Combination Detectors
Beam Detectors
Manual Push Button Stations
Page | 29
Zone Input - 2 wire loop with 4k7 end on line Resistors (20 Detectors)
Indication type: Concealed Light Emitting Diode (LED).
Battery Charger - Fully Automatic with maximum of 700m A Charging
Current.
Auxiliary controls - 02 nos. NO/NC Potential free.
Led Indications –
1. AC ON - This LED indicates presence of AC mains input.
2. AC FAIL - This LED indicates presence of AC mains input has failed.
3. Battery ON - Indicates system is running on battery.
4. Low battery - If the battery voltage is less than 20V then the Battery
Low LED glows.
5. Charger ON - Indicates the battery charging circuitry is in healthy
condition
6. Charger Fail - If The Charger unit Fails, Charger Fail LED goes on.
This provision is given to find whether the charging unit is in good
condition or not.
7. AC Fuse Blown: - This indicates that AC mains fuse has blown.
8. Earth Fault: -This indication shows that System Earthing is not
proper.
9. 24VFuse blown: -This indicates that 24 DC fuse is blown.
10. 5V Fuse Blown -This indicates that 5V DC fuse is blown.
11. +24V - This indicates that +24V DC power is healthy.
12. +5V - This indicates that +5V DC power is healthy.
13. System Normal - This indicates that system is healthy and free
from alarm or fire condition.
Page | 30
14. Fault - This LED glows when any of the fault condition occurs.
15. Hooter Wire Cut - Indicates if any of the hooter wire is cut
Zone Circuits:
The micro controller circuit for any fault or fire condition continuously
monitors the zone circuits.
Zone Fault Condition
If an open / short circuit is occurred in the Zone Loops, the OPEN /
SHORT LED in the corresponding zone will glow with continuous fault tone
in the panel buzzer.
Press the SILENCE KEY to silence the panel buzzer. The visual indication
will remain till the fault conditions are rectified
Fire Condition
In case of fire detection by any of the Zone detectors, the corresponding zone
RED dual LED’s will glow.
In this condition the panel buzzer will give continuous tone. The Auxiliary
Relays will be tripped and the common external hooter as well as the
particular zone hooter will sound.
Press the SILENCE KEY to silence the panel buzzer. The conditions of the
visual indications and the auxiliary relays will remain till the panel is
RESET.
When one of the zones has detected a fire condition, subsequent trigger from
other zones are also active and will initiate corresponding hooters and
LEDS.
Page | 31
Key Functions:
1. Walk Test Key - This feature helps to perform the testing of detectors
by a single person. When any of the detectors is triggered the panel
hooters will sound and then automatically reset after 6 seconds. When
this mode is selected, the panel is in walk test mode, which is
indicated by a glowing WALK TEST and AUX.ISOLATE LEDS. To bring
back to normal condition again press the WALK TEST KEY.
2. Silence Key - This key is provided to silence the panel buzzer. Any new
event of fire or fault will re-trigger the panel buzzer.
3. Reset Key - This key is provided to reset the panel to normal
condition.
4. Lamp Test Key - This key is provided to test whether all the critical
LEDS available are in good conditions or not. When the key is pressed
all the LEDS will glow until the key is in pressed condition and the
previous condition is retained after releasing the key.
5. Drill Key - This key is used to manually initiate all the sounders.
6. Test Key - This feature is used to test whether the zone circuit is
working properly or not. To test a particular zone i) use the SELECT
KEY to select the zone to be tested. ii) The selected zone is identified
by the corresponding blinking of zone LED. iii) After selecting the zone
press the TEST Key.
7. Aux isolate key - This key is provided to isolate the auxiliary contacts
during maintenance purpose to avoid the unnecessary tripping of
AHU, CO2 Systems etc. When the key is pressed the Auxiliary contact
Page | 32
is isolated and the corresponding LED will glow. To bring to the
normal condition again press the key and the LED will go off.
8. Isolate Key - This key is provided to isolate the Zone Loops for
maintenance purpose and bring back to the normal operating
condition. To isolate a particular zone i) use the SELECT KEY to select
the zone to be isolated. ii) The selected zone is identified by the
corresponding blinking of zone LED. iii) After selecting the zone press
the Isolate Key.
3. Notifier Addressable Fire Alarm System
Worldwide leader in fire alarms.
Features
 Wide variety of system offerings:
- Conventional
- Digital addressable
- Analogue addressable
 Leading edge technology.
 Panel offerings – suitable for premises ranging from small commercial
premises to huge nuclear power plants.
 Panel features:
-full field programmability
-apart from UL fire listing, listed for UL security too
-detectorwise addressing facility
-auto detector test
Page | 33
-pre-alarm facility
-automatic drift compensation
-day/night sensitivity adjustment
-maintenance alerts
Certification
 ISO 9001 certified manufacturing facility.
International third party certifications.
- Underwriters’ lab (USA)
- Factory mutual
- Lloyds register
Usage
Banks, Private Safe Deposit Vaults, Financial Institutions, Offices,
Factories and Warehouses, Refineries and Allied Industries, Multistory
Buildings, Hotels and Hospitals.
Surveillance system – CCTV Cameras
Features
 Can be configured using a wide range of products, ensuring that every
possible customer need is met.
 CCD Camera.
High quality images, accommodates variety of lenses.
 Mini Camera with built-in lens for surveillance.
 12” monitor
VCR compatible, clear picture quality.
 Multiplexed: used for multiviewing and multirecording.
Page | 34
 Quad splitter.
Displays images from 4 cameras simultaneously.
 4/6/8 input switchers: controls sequential switching.
 Available along with wide variety of camera lenses for varied
applications.
 Indoor pan/tilt drive unit.
Provides vertical / horizontal movements to the camera.
 Pan unit.
Provides horizontal movement to the camera.
 Multiple pan/tilt zoom unit controller.
 Housing to protect the cameras.
 Camera mounting units.
 Sourced worldwide, and marketed and serviced in India by Godrej and
Boyce Mfg Co. ltd.
USAGE: Banks, Private Safe Deposit Vaults, Financial Institutions, Offices,
Factories and Warehouses, Hospitals, Refineries, Allied Industries, Jewelers,
Residential Colonies, Hotels, Multistory Buildings, Places of Worship
Page | 35
THEORATICAL BACKGROUND
CONSUMER BUYING BEHAVIOUR
Possibly the most challenging concept in marketing deals with
understanding why buyers do what they do (or don’t do). But such
knowledge is critical for marketers since having a strong understanding of
buyer behavior will help shed light on what is important to the customer
and also suggest the important influences on customer decision-making.
Using this information, marketers can create marketing programs that they
believe will be of interest to customers.
As you might guess, factors affecting how customers make decisions are
extremely complex. Buyer behavior is deeply rooted in psychology with
dashes of sociology thrown in just to make things more interesting. Since
every person in the world is different, it is impossible to have simple rules
that explain how buying decisions are made. But those who have spent
many years analyzing customer activity have presented us with useful
“guidelines” in how someone decides whether or not to make a purchase.
In fact, pick up any textbook that examines customer behavior and each
seems to approach it from a different angle. The perspective we take is to
Page | 36
touch on just the basic concepts that appear to be commonly accepted as
influencing customer behavior. We will devote two sections of the Principles
of Marketing tutorial to customer behavior. In this section we will examine
the buying behavior of consumers (i.e., when people buy for personal
reasons) while in section 4 we will examine factors that influence buyer’s
decisions in the business market.
This tutorial includes the following topics:
1. Consumer Buying Behavior
2. Types of Purchase Decisions
3. Why Consumers Buy
4. What Influences Purchasing
5. Internal: Perceptual Filter
6. Internal: Knowledge and Attitude
7. Internal: Personality and Lifestyle
8. Internal: Roles and Motivation
9. External: Culture and Groups
10. External: Situation
11. How Consumers Buy
12. Purchase Decision Steps 1 and 2
13. Purchase Decision Steps 3, 4 and 5
Types of Consumer Purchase Decisions
Consumers are faced with purchase decisions nearly every day. But not all
decisions are treated the same. Some decisions are more complex than
Page | 37
others and thus require more effort by the consumer. Other decisions are
failry routine and require little effort. In general, consumers face four types
of purchase decisions:
• Minor New Purchases – These purchases represent something new to a
consumer but in the customer’s mind is not a very important purchase in
terms of need, money or other reason (e.g., status within a group).
• Minor Re-Purchases – these are the most routine of all purchases and
often the consumer returns to purchase the same product without giving
much thought to other product options (i.e., consumer is brand loyalty).
• Major New Purchases – these purchases are the most difficult of all
purchases because these are important to the consumer but the
consumer has little or no previous experience making the purchase . This
type of decision often (but not always) requires the consumer to engage in
an extensive decision-making process.
• Major Re-Purchase - these purchase decisions are also important to the
customer but the customer feels more confident in making the decision
since they have experienced purchasing the product in the past.
For marketers it is important to understand how consumers treat the
purchase decisions they face. If a company is targeting customers who feel a
purchase decision is difficult (i.e., Major New Purchase), their marketing
strategy may vary greatly from a company targeting customers who view the
purchase decision as routine. In fact, the same company may face both
situations at the same time; for some the product is new, while other
customers see the purchase as routine. The implication of buying behavior
Page | 38
for marketers is that different buying situations require different marketing
efforts.
Why Consumers Buy
As we discussed in Part 1: What is Marketing?, customers make purchases
in order to satisfy needs. Some of these needs are basic and must be filled
by everyone on the planet (e.g., food, shelter) while others are not required
for basic survival and vary depending on the person. It probably makes
more sense to classify needs that are not a necessity as wants or desires. In
fact, in many countries where the standard of living is very high, a large
portion of the population’s income is spent on wants and desires rather than
on basic needs.
In this tutorial when we mention the consumer we are referring to the actual
buyer, the person spending the money. But is should also be pointed out
that the one who does the buying is not necessarily the user of what is
bought and that others may be involved in the buying decision in addition to
the actual buyer. While the purchasing process in the consumer market is
not as complex as the business market, having multiple people involved in a
purchase decision is not unusual. For example, in planning for a family
vacation the mother may make the hotel reservations but others in the
family may have input on the hotel choice. Similarly, a father may purchase
snacks at the grocery store but his young child may be the one who selected
it from the store shelf.
So understanding consumer purchase behavior involves not only
understanding how decisions are made but also understanding the
dynamics that influence purchases.
Page | 39
What Influences Purchasing
As we discussed the decision-making process for consumers is anything but
straight forward. There are many factors that can affect this process as a
person works through the purchase decision. The number of potential
influences on consumer behavior is limitless. However, marketers are well
served to understand the KEY influences. By doing so they may be in a
position to tailor their marketing efforts to take advantages of these
influences in a way that will satisfy the consumer and the marketer
(remember this is a key part of the definition of marketing).
For the purposes of this tutorial we will break these influences down into
three main categories: Internal, External and Marketing. However, those
interested in learning more about customer buying activity may want to
Page | 40
consult one or more consumer behavior books where they will find
additional methods for explaining consumer buying behavior.
For the most part the influences are not mutually exclusive. Instead, they
are all interconnected and, as we will see, work together to form who we are
and how we behave.
For each of the influences that are discussed we will provide a basic
description and also suggest its implication to marketers. Bear in mind we
only provide a few marketing implications for each influence; clearly there
are many more.
INTERNAL INFLUENCES
We start our examination of the influences on consumer purchase decisions
by first looking inside ourselves to see which are the most important
internal factors that affect how we make choices.
Perceptual Filter
Perception is how we see ourselves and the world we live in. However, what
ends up being stored inside us doesn’t always get there in a direct manner.
Often our mental makeup results from information that has been
consciously or unconsciously filtered as we experience it, a process we refer
to as a perceptual filter. To us this is our reality, though it does not mean it
is an accurate reflection on what is real. Thus, perception is the way we
filter stimuli (e.g., someone talking to us, reading a newspaper story) and
then make sense out of it.
Perception has several steps.
• Exposure – sensing a stimuli (e.g. seeing an ad)
Page | 41
• Attention – an effort to recognize the nature of a stimuli (e.g. recognizing it
is an ad)
• Awareness – assigning meaning to a stimuli (e.g., humorous ad for
particular product)
• Retention – adding the meaning to one’s internal makeup (i.e., product has
fun ads)
Marketing Implication:
Marketers spend large sums of money in an attempt to get customers to
have a positive impression of their products. But clearly the existence of a
perceptual filter suggests that getting to this stage is not easy. Exposing
consumers to a product can be very challenging considering the amount of
competing product messages (ads) that are also trying to accomplish the
same objective (i.e., advertising clutter). So marketers must be creative and
use various means to deliver their message Once the message reaches
consumer it must be interesting enough to capture the their attention (e.g.,
talk about the product’s benefits). But attending to the message is not
enough. For marketers the most critical step is the one that occurs with
awareness. Here marketers must continually monitor and respond if their
message becomes distorted in ways that will negatively shape its meaning.
This can often happen due in part to competitive activity (e.g., comparison
advertisements). Finally, getting the consumer to give positive meaning to
the message they have retained requires the marketer make sure that
consumers accurately interpret the facts about the product.
Page | 42
Knowledge
Knowledge is the sum of all information known by a person. It is the facts of
the world as he/she knows it and the depth of knowledge is a function of the
breadth of worldly experiences and the strength of an individual’s long-term
memory. Obviously what exists as knowledge to an individual depends on
how an individual’s perceptual filter makes sense of the information it is
exposed to.
Marketing Implications:
Marketers may conduct research that will gauge consumers’ level of
knowledge regarding their product. As we will see below, it is likely that
other factors influencing consumer behavior are in large part shaped by
what is known about a product. Thus, developing methods (e.g., incentives)
to encourage consumers to accept more information (or correct information)
may affect other influencing factors.
Attitude
In simple terms attitude refers to what a person feels or believes about
something. Additionally, attitude may be reflected in how an individual acts
based on his or her beliefs. Once formed, attitudes can be very difficult to
change. Thus, if a consumer has a negative attitude toward a particular
issue it will take considerable effort to change what they believe to be true.
Marketing Implication:
Marketers facing consumers who have a negative attitude toward their
product must work to identify the key issues shaping a consumer’s attitude
Page | 43
then adjust marketing decisions (e.g., advertising) in an effort to change the
attitude. For companies competing against strong rivals to whom loyal
consumers exhibit a positive attitude, an important strategy is to work to
see why consumers feel positive toward the competitor and then try to meet
or beat the competitor on these issues. Alternatively, a company can try to
locate customers who feel negatively toward the competitor and then
increase awareness among this group.
EXTERNAL INFLUENCES
Consumer purchasing decisions are often affected by factors that are
outside of their control but have direct or indirect impact on how we live and
what we consume.
Culture
Culture represents the behavior, beliefs and, in many cases, the way we act
learned by interacting or observing other members of society. In this way
much of what we do is shared behavior, passed along from one member of
society to another. Yet culture is a broad concept that, while of interest to
marketers, is not nearly as important as understanding what occurs within
smaller groups or sub-cultures to which we may also belong. Sub-cultures
also have shared values but this occurs within a smaller groups. For
instance, sub-cultures exist where groups share similar values in terms of
ethnicity, religious beliefs, geographic location, special interests and many
others.
How Consumers Buy
Page | 44
So now that we have discussed the factors influencing a consumer’s
decision to purchase, let’s examine the process itself. This process is
presented in a sequence of 5 steps as shown below.
However, whether a consumer will actually carryout each step depends on
the type of purchase decision that is faced. For instance, for minor re-
purchases the consumer may be quite loyal to the same brand, thus the
decision is a routine one (i.e., buy the same product) and little effort is
involved in making a purchase decision. In cases of routine, brand loyal
purchases consumers may skip several steps in the purchasing process
since they know exactly what they want allowing the consumer to move
quickly through the steps. But for more complex decisions, such as Major
New Purchases, the purchasing process can extend for days, weeks, months
or longer. So in presenting these steps marketers should realize that,
depending on the circumstances surrounding the purchase, the importance
of each step may vary.
1. Need/Want/Desire is Recognized
In the first step the consumer has determined that for some reason he/she
is not satisfied (i.e., consumer’s perceived actual condition) and wants to
improve his/her situation (i.e., consumer’s perceived desired condition). For
instance, internal triggers, such as hunger or thirst, may tell the consumer
that food or drink is needed. External factors can also trigger consumer’s
needs. Marketers are particularly good at this through advertising, in-store
displays and even the intentional use of scent (e.g., perfume counters). At
this stage the decision-making process may stall if the consumer is not
Page | 45
motivated to continue (see Motivation above). However, if the consumer does
have the internal drive to satisfy the need they will continue to the next step.
2. Search for Information
Assuming consumers are motivated to satisfy his or her need, they will next
undertake a search for information on possible solutions. The sources used
to acquire this information may be as simple as remembering information
from past experience (i.e., memory) or the consumer may expend
considerable effort to locate information from outside sources (e.g., Internet
search, talk with others, etc.). How much effort the consumer directs toward
searching depends on such factors as: the importance of satisfying the need,
familiarity with available solutions, and the amount of time available to
search. To appeal to consumers who are at the search stage, marketers
should make efforts to ensure consumers can locate information related to
their product. For example, for marketers whose customers rely on the
Internet for information gathering, attaining high rankings in search engines
has become a critical marketing objective.
3. Evaluate Options
Consumers’ search efforts may result in a set of options from which a choice
can be made. It should be noted that there may be two levels to this stage.
At level one the consumer may create a set of possible solutions to their
needs (i.e., product types) while at level two the consumer may be evaluating
particular products (i.e., brands) within each solution. For example, a
consumer who needs to replace a television has multiple solutions to choose
Page | 46
from such as plasma, LCD and CRT televisions. Within each solution type
will be multiple brands from which to choose. Marketers need to understand
how consumers evaluate product options and why some products are
included while others are not. Most importantly, marketers must determine
which criteria consumers are using in their selection of possible options and
how each criterion is evaluated. Returning to the television example,
marketing tactics will be most effective when the marketer can tailor their
efforts by knowing what benefits are most important to consumers when
selecting options (e.g., picture quality, brand name, screen size, etc.) and
then determine the order of importance of each benefit.
4. Purchase
In many cases the solution chosen by the consumer is the same as the
product whose evaluation is the highest. However, this may change when it
is actually time to make the purchase. The “intended” purchase may be
altered at the time of purchase for many reasons such as: the product is
out-of-stock, a competitor offers an incentive at the point-of-purchase (e.g.,
store salesperson mentions a competitor’s offer), the customer lacks the
necessary funds (e.g., credit card not working), or members of the
consumer’s reference group take a negative view of the purchase (e.g., friend
is critical of purchase). Marketers whose product is most desirable to the
consumer must make sure that the transaction goes smoothly. For example,
Internet retailers have worked hard to prevent consumers from abandoning
online purchase (i.e., online shopping carts) by streamlining the checkout
process. For marketers whose product is not the consumer’s selected
product, last chance marketing efforts may be worth exploring, such as
Page | 47
offering incentives to store personnel to “talk up” their product at the
checkout line.
5. After-Purchase Evaluation
Once the consumer has made the purchase they are faced with an
evaluation of the decision. If the product performs below the consumer’s
expectation then he/she will re-evaluate satisfaction with the decision,
which at its extreme may result in the consumer returning the product
while in less extreme situations the consumer will retain the purchased item
but may take a negative view of the product. Such evaluations are more
likely to occur in cases of expensive or highly important purchases. To help
ease the concerns consumers have with their purchase evaluation,
marketers need to be receptive and even encourage consumer contact.
Customer service centers and follow-up market research are useful tools in
helping to address purchasers’ concerns.
As we’ve seen, consumer purchasing is quite complex.
CONSUMER BUYING DECISION PROCESS

There are following five stages in consumer buying decision Process.
1. Problem identification:-
The buying process starts when the buyer recognizes a problem or need. The
need can be triggered by internal or external stimuli.
Marketers need to identify the circumstances that trigger a Particular need.
By gathering information from a number of consumers, Marketers can
identify the most frequent stimuli that spark an interest in a product
Page | 48
category. They can then develop marketing strategies that trigger consumer
interest.
2. Information Search:-
The consumer tries to collect information regarding various
products/service. Through gathering information, the consumer learns
about completing brands and their features. Information may be collected
form magazines, catalogues, retailers, friends, family members, business
association, commercial, chamber of commerce, telephone directory, trade
fair etc. Marketers should find out the source of information and their
relative degree importance to the consumers.
3. Evaluation of alternative:-
There is no single process used by all consumers by one consumer in all
buying situations. There is several First, the consumer processes, some
basic concepts are:
First, the consumer is trying to satisfy need.
Second, the consumer is looking for certain benefits from the product
solutions. The marketer must know which criteria the consumer will use in
the purchase decision.
4. Choice of purchasing decision:-
From among the purchase of alternatives the consumer makes the solution.
It may be to buy or not to buy if the decision is to buy. The other additional
decisions are:
Page | 49
Which types of bike he must buy from whom to buy a bike? How the
payment to be made? And so on.
The marketer up to this stage has tried every means to influence the
purchase behavior, but the choice is properly consumers. In the evaluation
stage the consumer forms preferences among the brands in the choice set.
The consumer may also form an intention to but the most preferred brand.
5. Post Purchase Behavior:-
After purchase the product, the consumer will experience the same level of
product. The Marketer’s job not end when the product is buying must
monitor post-purchase satisfaction, post-purchase action, post-purchase
use and disposal.
Post Purchase Satisfaction:-
The buyer, S satisfaction is a function of closeness between the buyer, S
expectation and the products Perceiver performance. The larger the gap
between expectation and performance, the greater the consumer
dissatisfaction.
Post purchase Action:-
The Consumer satisfaction or dissatisfaction with the product influence
subsequent behavior. If the consumer satisfied, he or she will exhibit a
higher probability of purchasing the product again. Dissatisfaction
consumer may abandon and return the product.
Post-Purchase Use or Disposal:-
Page | 50
The marketer should also monitor new buyers use and dispose of the
product. If the consumer store the product in a close, the product is
probably not very satisfying. If the consumer throws the product away, the
marketer needs to know how they dispose of it; especially it can be hurt the
environment.
CHARACTERISTIC OF CONSUMER PREFERENCE
The chief characteristics of the Consumer Preference are as Follow:-
1. It consists of mental and physical activities which consumers
undertake to get goods and services and obtain satisfaction from
them.
2. It includes both observable activities such as walking through the
market to examine merchandise and making a purchase and mental
activities-such as forming attitudes, perceiving advertising material,
and learning to prefer particular brands.
3. Consumer behaviors are very complex and dynamic to constantly
changing. And therefore, management need to adjust with the
change otherwise market may be lot.
4. The individuals specific behaviors in the market place is affected by
internal factor, such as need , motives, perception, and attitudes, as
well as by external of environment influences such as the family
social groups, culture, economics and business influences.
Page | 51
AN OVERVIEW OF CONSUMER PREFERENCE
Consumer Preference refers to the mental and emotional process and the
observable behaviour of consumers during searching, purchasing and post
consumption of a product or service.
Consumer Preference involves study of how people buy, what they buy,
when they buy and why they buy. It blends the elements from psychology,
sociology, sociopsychology, anthropology and economics. It also tries to
assess the influence on the consumer from groups such as family, friends,
reference groups and society in general.
Buyer behaviour has two aspects: the final purchase activity visible to any
observer and the detailed or short decision process that may involve the
interplay of a number of complex variables not visible to anyone.
Page | 52
Factors Affecting Consumer Preference:
Consumer buying behavior is influenced by the major three factors:
1. Social Factors
2. Psychological Factors
3. Personal Factors.
Social Factors
Social factors refer to forces that other people exert and which affect
consumers’ purchase behaviour. These social factors can include culture
and subculture, roles and family, social class and reference groups.
Psychological Factors
These are internal to an individual and generate forces within that
influence her/his purchase behaviour. The major forces include motives,
perception, learning, attitude and personality.
Personal Factors
These include those aspects that are unique to a person and influence
purchase behaviour. These factors include demographic factors, lifestyle,
and situational factors.
Definition:
Consumer buying decision process is the processes undertaken by
consumer in regard to a potential market transaction before, during and
after the purchase of a product or service.
Need Recognition
Purchase decision making process begins when a buyer becomes
aware of an unsatisfied need or problem. This is the vital stage in buying
Page | 53
decision process, because without recognizing the need or want, an
individual would not seek to buy goods or service.
There are several situations that can cause problem recognition, these
include:
 Depletion of stock
 Dissatisfaction with goods in stock
 Environmental Changes
 Change in Financial Situation
 Marketer Initiated Activities
Example:
When a person recognizes that he/she is having a difficulty that
he/she is not able to travel with his/her family member. Then recognizes
that his/her must have car and needs to buy a new car.
Information Search
After the consumer has recognized the need, he / she will trying to
find the means to solve that need. First he will recall how he used to solve
such kind of a problem in the past, this is called nominal decision making.
Secondly, a consumer will try to solve the problem by asking a friend or goes
to the market to seek advice for which product will best serve his need, this
is called limited decision making.
Sources of information include:
 Personal sources
 Commercial Sources
 Public sources
 Personal experience
Example: (continuing from previous…)
The person after recognizing that his/her need, he/she will
eventually try to find out how he/she can purchase the car. If he/she
Page | 54
cannot make a decision his/herself then he/she will ask a friend to help
out, if the friend do not have sufficient knowledge, he/she would go to
automobile showroom of a different different company and try to get
adequate information regarding price, feature, performance and after sale
service.
Alternatives evaluation
Consumers’ evaluates criteria refer to various dimension; features,
characteristics and benefits that a consumer desires to solve a certain
problem. Product features and its benefit is what influence consumer to
prefer that particular product. The consumer will decide which product to
buy from a set of alternative products depending on each unique feature
that the product offers and the benefit he / she can get out of that feature.
When that user got enough information concerning the different
brands of cars available in the market, he/she will decide which kind of car
and also which company or brand he/she is going to buy depending upon
his/her need.
Purchase Action
This stage involves selection of brand and the retail outlet to
purchase such a product. Retail outlet image and its location are important.
Consumer usually prefers a nearby retail outlet for minor shopping and they
can willingly go to a far away store when they purchase items which are of
higher values and which involve higher sensitive purchase decision. After
selecting where to buy and what to buy, the consumer completes the final
step of transaction by either cash or credit.
Page | 55
After selecting company or brand of the car and model from
different alternatives of cars, he/she will make a final decision of where to
buying that car and make the final transaction procedures.
Post-purchase Actions
Consumer favourable post-purchase evaluation leads to
satisfaction. Satisfaction with the purchase is basically a function of the
initial performance level expectation and perceived performance relative to
those expectations. Consumer tends to evaluate their wisdom on the
purchase of that particular product. This can result to consumer
experiencing post purchase dissatisfaction. If the consumer’s perceived
performance level is below expectation and fail to meet satisfaction this will
eventually cause dissatisfaction, and so the brand and/ or the outlet will not
be considered by the consumer in the future purchases. This might cause
the consumer to initiate complaint behaviour and spread negative word-of-
mouth concerning that particular product.
If he/she decided to buy a car he/she will try to compare the
performance, speed, mileage and comfort of the particular car, whether they
meet his/her expectations. If he/she would find that his/ her expectations
are meet she will be satisfied, if she found that there are more additional
features that he/she did not expect this car to have, she will be delighted,
otherwise she will be dissatisfied.
Page | 56
DATA ANALYSIS AND INTERPRETATION
The questionnaire consists of total 120 respondents. The respondents of
different sites can be divided in categories:
Type of Hotels Financers Industrial Govt. Construction Misc.
site sites
No. of 20 18 19 10 32 21
contacts
Note: - according to the facts & figures derived from the Questionnaire.
Page | 57
1. Do you use the electronic security equipments at your site?
Mostly all the respondents had given us good response &
Average respondents were having Electronic security systems already
installed.
Type of site Hotel Finance Industr Govt. Constructio Misc.
s rs ial n sites
No. of Yes 16 8 12 9 30 17
No 4 10 7 1 2 4
contac Tot 20 18 19 10 32 21
ts al
35 30
30
25
20 16 17 No. of contacts Yes
15 12
8 10 7
9 No. of contacts No
10 4 4
5 1 2
0
es
t.
l
els
.
ia
er
isc
ov
sit
str
ot
nc
M
i-G
du
on
H
na
cti
In
Fi
Se
tru
&
ns
Co
t.
ov
G
The chart shows that the need of security equipments
mainly in all the fields. They use different equipments according to their site
Page | 58
nature. But if glance over the chart we will find that the construction sits
needs more security among them.
If yes, which brand of security equipments you are using currently.
This question shows the market share Godrej having with its
competitors & how much the brand affects the demand or need of the
security equipment.
Brand Godrej Eureka Methodox Kores Agni Other’s
Owner’s
No. of 27 23 17 8 24 21
Respondents
No. of Respondents
18% 22%
Godrej
Eureka
Methodox
20%
Kores
19%
Agni
7% Other’s
14%
From the chart the researcher had concluded that Brand name
does affects the demand of any product even it be security equipment. From
the chart it can be said that market share of godrej branded products are
created a space in market where the competitors are having nearby
percentage of share in the market the godrej products demand is very high.
Page | 59
How long you are using this brand.
Mostly gave this question a good response. This question represents the brand
loyalty & necessity of the respondent for the security needed at site any kind of.
Time length Less than 1 Less than 2 Less than 5 Less than 10
yrs yrs yrs yrs

No. of 44 26 38 12
Respondents
Chart showing Time Length
50 44
38
40
30 26
20 No. of
12
contacts
10
0
Less than 1 yrs Less than 2 yrs Less than 5 yrs Less than 10 yrs
The chart shows that the time length for the need is going day by
day only 12 out of 120 are using the security product from 10 yrs whereas
44 out of 120 are using them less than 1 yrs it mean to the fact that need
of security equipments are grown very high in very short term.
Page | 60
Why you are using this particular brand?
This question shows the external affects of the product &
company’s brand over the demand and need of the security equipment in
the organization.
User’s Choice For Easy Long Life High Accuracy Less
Operation Electricity
Consumption
No. Of 29 16 41 34
Respondents
No. of Users/Respondents
For Easy Operation

24%
28% Long Life
High Accuracy
13%
Less Electricity
Consumption
35%
This chart shows the affect of reasons on which the user or
respondent taken the particular brand what quality he is seeing for the
requirement in equipment for his organization most respondent are in favor
of high accuracy.
Are you satisfied with the company’s product & services after sales?
Page | 61
The need and demand of any kind of product depends upon the
companies’ product & after sales services performance so it is also necessary
to evaluate the satisfaction level of the consumers with the company.
Type of site Hotels Financer Industri Govt. Constr Misc.

s al uction
sites
Satis- Yes 5 4 10 6 10 12
factio No 7 9 4 2 17 6
n Avg. 8 5 5 2 5 3
Level
Chart showing satisfaction level of the respondents
20 17
15 12
8 9 10 10
10 5 7 4 5 4 5 6 5 6
3
Yes No Avg.
5 2 2
0
Semi-Govt.
Hotels
Misc.
Constructio
Industrial
Financers
Govt. &
n sites
The chart shows that satisfaction level of the respondents depends
upon the company’s product & after sale services. So according to this chart
construction sites are less satisfied with services given to them. Misc. has
high satisfactory level but because of the combinations of the categories it
can be ignored and the most satisfied segment can be said to industrial
segment.
Do you think there is any need of security equipments in safe
operations?
Page | 62
There is another question, which involve the nature of affecting needs
which people think there is any need because of safe operations at the site
for the purpose of security.

s rs ial n sites
No. Of Yes 18 10 17 6 29 20
No 2 8 2 4 3 1
respo
Tot 20 18 19 10 32 21
nd-
al
ents
The chart shows that the needs of security equipments are there in all the
segments but chart shows that construction sites highly preferring the
security equipments. If we see the chart we will find that the govt. & sites
are less interested to install security equipments.
Which External/Internal Factor mostly affects the Need of Security?
It is all known that in every market the demand and need is affected
by external/internal factors like the following influencing factors: -
Page | 63
Factors Price Quality Brand Compan Customer Advt./Mk

y’s ’s tg.
services behavior
No. Of 35 21 20 16 11 17
Responden
ts
The chart shows that price is more affecting factor to demand in comparison
to other factors.
Do you think Security Products Needs Sales Promotion/Advertising?
Page | 64
Demand of every marketed product or any kind of necessity needs Sales promotion/
Advertising. The researcher takes into account that it the sales promotion and advertising is
essential upto how much level.
s rs ial n sites
No. Of Yes 11 13 15 4 26 17
No 9 6 4 6 6 4
respo Tot 20 18 19 10 32 21
nd- al
ents
Chart showing need of Sales promotion & Advertising
30
26
25
20 17
15 Yes
15 13
11 No
9
10
6 6 6
4 4 4
5
0
Hotels Financers Industrial Govt. & Construction Misc.
Semi-Govt. sites
The chart shows that in all the segments advertising factor affects the sale of
the produt because of high competition. According to the chart construction
sites are favouring the sales promotion & advertising for security
equipments.
Do you know about the Godrej’s security equipments?
Page | 65
s rs ial n sites
No. Of Yes 17 17 16 10 30 18
No 3 1 3 0 2 3
respo Tot 20 18 19 10 32 21
nd- al
ents
35
30
30
25
20 17 17 18 Yes
16
15 No
10
10
5 3 3 2 3
1 0
0
Hotels Financers Industrial Govt. & Construction Misc.
Semi-Govt. sites
The chart shows that all the segments well aware of the security equipments
of godrej. It shows that the brand name of godrej is creating the awareness
of security equipments in the market and it leads to creating growth in
market need of security equipment.
If Yes, from where you came to know about it.
Page | 66
Type of T.V. Newspapers Friends References Journals Any
Source Ads. other

No. Of 10 18 28 36 22 6
Respondents
No. Of Respondents
5% 8%
18% T.V. Ads.

15%
Newspapers
Friends
References
Journals
23% Any other
31%
According to the chart 36% of respondents came to know about the security
equipments form references and other from friend, journals, newspapers,
T.V Ads. So there is need of advertising to grow the market of security
equipment.
Which type of equipment do you think are necessary for your
organization/site?
Page | 67
Type of the Currency Electronic Electronic Time Surveillance

equip. counting Safes Alarm Attendance systems
Sites machine Systems system (cctv
camera)
Hotels 14 11 16 14 13
Financers 9 10 7 6 7
Industrial 8 7 16 17 16
Govt. & 7 5 7 8 8
Semi–Govt.
Construction 25 12 30 19 19
sites
Misc. 10 19 15 12 8
Total 73 64 91 76 71
Chart showing Product Mostly Needed
100 91
90 76
80 73 71
70 64
60
50 Total
40
30
20
10
0
Currency Electronic Electronic Time Surveillance
counting Safes Alarm Attendance systems (cctv
machine Systems system camera)
The chart shows that electronic alarm systems are highly needed to the
construction sites & hotels for the security purpose. Mostly financers &
Miscellaneous need electronic safes. Currency counting machines are
needed by mostly by construction sites and hotels. Time attendance system
is needed by construction sites & industries. Surveillance system is needed
by construction sites & industrial segment.
SWOT ANALYSIS
Strength:
Page | 68
 The Company has got wide range of branches within the country.
 The Company has wide range of product line.
 Godrej is having better Sales after services.
 The Company has there respectable and believable brand name.
 Company is having large number of customer with higher satisfaction.
 The management is trained and efficient & the network of service
centers is good in all states.
Weakness:
 The Company does not go for advertising, which is one of the biggest
disadvantage of Godrej.
 Its emphasis more on the advertising of office automation & prima division.
 The company is focusing many security products at a same time.
 Manpower is less at sale officer level so that it affecting directly on
the way of sale.
 The effective selling schemes are not available like payment on
installments.
Opportunities:
 Godrej has more opportunities to grow as it has earned good name in
security sector.
 Technical up gradation time to time is also one of the opportunities.
 Godrej can focus on big project like construction. Where there is a
great demand of security equipments.
Page | 69
Threat:
The growing competition in the security sector is threat for all
manufacturing companies so it is also threat for Godrej to stand in the
market with the higher position.
FINDINGS OF PROJECT
Page | 70
The majority of respondents were in need of electronic security equipment
but there is a differentiated demand in every category &site of organization.
The majority around 77% respondent were using nevertheless some sort of
security equipment at their site this also confirms that there is very much
need of security to the govt. and private industrial sectors.
The brand affects the need of any product the respondent shows that the
brands are creating space for the emerging market of electronic security
equipments with upgrading technologies.
The time lengths are showing that the need of electronic security is emerging
& growing day by day.
The respondents show that essentiality for these types of equipments are
high accuracy and less power consuming or power saving.
There are less number of respondents who are satisfied with the companies
after sales services & product performance it affect the need and demand
with the improvement in technology can solve it with the help of companies
after sales services and product performance.
The 83% of respondent shows that for safe operations the electronic security
is always needed because of its accuracy and minimum chance of failure the
security.
Majority of respondents shows that price factor mostly affect the need after
that the quality (upgraded technology) is most influencing factor in creating
need & demand in the security equipment sector.
The respondents around 72 % majority showing that there is a need of sales
promotion & advertising is needed for the security equipment industry to
Page | 71
emerge as a market the awareness can only be fitted by promoting and
advertising the sectors products.
The respondents shows that Godrej is a well known company in security
equipment market and creating space for the emerging security market this
means the company’s performance is also necessary for creating need of
electronic security sectors.
The majority respondent shows that they known to the security systems
from references only & the references is too much time taking method to
grow the need in the market.
The respondent shows that there are different needs for every site and
organization of the security.
RECOMMENDATIONS
Page | 72
There always need of security and if one is investing in the electronic
security he needs high accuracy and less electricity consuming equipments.
The companies should give efficient and effective services to the customer.
So the product performance shall be better to give equip. Long life and
accuracy & that leads to the growth of need in the security.
There should be improvement in advertising/sales promotional activities at
different level of market to improve the need.
The companies should try to minimize the price (costs) to the customer &
quality should be upgraded so that they will not affect the need and market.
The companies should try to focus on particular product for the particular
industry or organization that simply means to classify the needs.
CONCLUSION & SUGGESTIONS
Page | 73
I have studied customer’s needs of security equipments in the Patna market
and I found that most of the customers of Patna market are price conscious
and some of the customers are brand conscious.
There are lots of customers who are not aware about the security
equipments of Godrej and they are depends upon the local brand.
I found that lot of the customer are ready to switch over on Godrej security
equipments due to its brand name and services given to the customers.
On the bases of data analyses I have conclude that there is need of
electronic security in market but due to unawareness of these equipments
there is requirement of effective advertising and marketing strategies to
make aware the customers about security equipments.
I have given rank to different factors responsible for demand/need of the
security products’, these factors are as follows:
Factors Rank
Price 1
Quality 2
Brand 3
Advertising/Marketing 4
Company’s sales after services 5
Customer behavior 6
At the end of the project I analyzed deeply over the data of my research and I
reached on this conclusion that there is huge need of security equipments in
market. The Govt & Private (Industrial) sector players always in need of
Page | 74
electronic security equipments those can give a support to safe operations in
the organization with high accuracy. Through the evaluation of the project
the need of security always be there in the market just the market players
have to emerge with latest technologies with less cost to the customer & best
quality products.
Annexure
Questionnaire for the Respondents
Name: -
Address: -
Page | 75
Ph No: -
Email: -
Type of site
Hotel Financial Institutes Jeweler Manufacturing Unit

 Schools/ Collages. Petrol pumps Construction sites.
Do you use the security equipments at your site?
Yes
No
If yes, which brand of security equipments you are using currently.
Godrej Eureka
Methodox Kores
Agni  Other’s
How long you are using this brand.
Less than 1 year From 2 years From 5 years More than 10 years
Why you are using this particular brand?
For easy operation

Long life
High accuracy
Less electricity consumption
Are you satisfied with the company’s product & services after sales?
Yes
No
Average
Do you think there is need of security equipments in safe operations?
Yes
No
Which External/Internal Factor mostly affects the Need of Security?
Page | 76
 Price  Quality  Brand  Company’s Services

 Customer’s Behavior  Advertisement/Marketing
Do you think Security Products Needs Sales Promotion/Advertising?
 Yes
 No
Do you know about the Godrej’s security equipments?
Yes
No
If Yes, from where you came to know about it.
T.V adds Newspapers Friends References

Journals Any other
Which type of equipment do you think are necessary for your organization/site?
 Currency Counting Machines  Electronic Safes  Electronic Alarm Systems
 Time Attendance System  Surveillance System (cctv cameras)
Your Suggestions
___________________________________________________________________________
____________________________________________________________________.
BIBLIOGRAPHY
Books referred:
Research methodology-C.R. Kothari
Page | 77
Website referred:
www.godrej.com
Journals referred:
Page | 78

Godrej Full Report

Загружено:

Сведения о документе

Авторское право

Доступные форматы

Поделиться этим документом

Поделиться или встроить документ

Параметры публикации

Этот документ был вам полезен?

Это неприемлемый материал?

Авторское право:

Доступные форматы

Godrej Full Report

Загружено:

Авторское право:

Доступные форматы

THE STUDY OF CONSUMER BEHAVIOUR TOWARDS GODREJ SAFE & SECURITY

INTRODUCTION TO THE PROJECT

division of Godrej group of companies. The topic of the project was

Consumer Behaviour Towards Godrej Safe and Secutity.

I was asked to do marketing survey on the products of the company to

following products in its security equipments product line: -

 Currency counting machines

 Electronic Alarm Systems

 Time Attendance System

electronic security equipment in different types of categories divided in

market for the electronic security equipments. My sample plan was to

capture the information of the different categorized segments of industries.

I have got good responses majority was positive.

private firms were located.

OBJECTIVE OF THE STUDY

 To study the level of prospect customers of Electronic Security

systems & The Need of security in Public & Private sector.

 To know about the popularity of electronic security equipment in the

SCOPE & SIGNIFICANCE

The study of Need of Security in Government & Industrial Sector offers a

new perspective for evaluating the security necessities in different categories

conducted by Personal Interview & Survey method, which included

categorize. To the researcher the project supplemented the theoretical

knowledge of the research by providing him an opportunity to understand

the application of marketing research concepts and there practical

study; it is the arrangement of conditions & analysis in a manner that aims

to combine relevance to the research purpose with economy in procedure. It

was a descriptive research, which has been done by making an in-depth

study to get knowledge about the subject.

Data Collection Method

There are two types of data:

can be collected by three methods:

Questionnaire for the data collection method.

Research Instrument calls by the name of tool of collecting the data. As

above said the researcher has chosen questionnaire as research instrument,

which gives most satisfactory results.

size, sampling procedure and contact method.

Universe: 120 respondents of Patna.

the respondents whether Financial institutions, Hotels, Manufacturing units

& Industrial sectors, Construction houses or a combination of all of them.

The researcher has chosen combination of these as his sample unit.

Sample size: It involves researcher’s sample size decision about how

is combination of different types of respondents

Contact method: The last issue to be decided in sampling plan is to

interviews. The researcher has used personal interviews and telephonic

survey as methods to get the information and questionnaire filled.

researcher conducted the actual data collection procedure. This is called

fieldwork. The researcher has encountered with an average number of

problems during his fieldwork, respondents refuse to cooperate sometimes,

the businessmen etc.

Limitation of the Research

 The researcher tried to make the research work as accurate &

authentic as possible. However the following constraints were still

 The information provided by the respondents on which all the results

were drawn cannot be denied that here was always a possibility of

 The respondent’s were in segments so the time taken to interview with

them was too much.

 The respondents feel reluctant about the survey conducted.

 Secondary data could not be fully utilized because of difficulty in

Godrej& Boyce Mfg. Co. Ltd.

The Company celebrated its centenary in 1997. In 1897 a young man

brother Pirojsha Godrej carried Ardeshir's dream forward, leading Godrej

towards becoming a vibrant, multi-business enterprise. Pirojsha laid the

foundation for the sprawling industrial garden township (ISO 14001-