ACKNOWLEDGEMENT

It is a great pleasure for me to thank Top Notch Infotronix (India) Pvt. Ltd.. For granting
me an opportunity to be associated with such a great organization as a summer trainee at
their branch office Ghaziabad.

I am very much thankful to my company guide Mr. Karthikram Srinivasan market

research analyst at Zebronics, for guiding me with valuable inputs throughout my training
period. I thank Mr. Sunil. For always helping me to find the necessary details and data
required last but not the least I am thankful to the staff for providing me the necessary
support and kind co-operation.

This project would not have been computed without the guidance of my college mentor
Prof. Ritesh Jain who have helped me from time to time.

I also thank the entire dealer and distributors involved in this market research for their
participation and co-operation.

Once again I express my sincere thanks and gratitude the above stated persons who have
helped me directly and also to those who have helped me indirectly by all means.

EXECUTIVE SUMMARY

The project report is based on the current market condition of Zebronics. What are the
problem that are the dealer of Zebronics product are facing? What are the specification of
speaker that is demanded by the customer? How the dealer came into this is business and
what are their expectation from company side? Before coming into this business what
they used to do? The project is also based on to create the business for the company by
generating the lead for the company. To know that the current stock dilution scheme that
company is offering, are the dealer and distributor aware about that? To know that is the
sales-person giving him the product detail, product price and product demo properly?
Also, know that is the sales person is able to technical query of the dealer? What are the
current sales scenario of Zebronics?
The objective for the study are to identify the satisfaction level of Zebronics Dealers and
Distributor towards the company and competitor analysis for Zebronics speakers. To
generate future channel partner for Zebronics and to know about the expectations of
dealer, distributor and customer.
For fulfilment of the study the dealer and distributor was approached with pre-defined
questioner and to also know about their background by asking question at personal level
and basic observation of their shops status. By doing this we find that Intex is the market
leader in the area of IT peripherals and Intex, F&D followed by Zebronics are the current
leader in sale of speaker and subwoofer. The reason for Zebronics being in no. 3 is
because of the low brand awareness.
The company is not spending money in the brand visibility. Hardly any hoardings of
company and advertisement in newspaper is found. The dealer is also facing the same
problem as the product is not marketed properly.
The market is price competitive that is all the company are offering the same product at a
very minimum price difference. The local manufacturer of the speaker and other
accessories are the threat for their business because they are offering the product at a
lower price. Most of the shop for IT in Ghaziabad is In Shiva Tower and Ambedkar road

so here the customer has the option for switching the another dealer that is major problem
that lead to him work at a very minimum level of margin.

The after sales service of company is only good on those location (Shiva Tower,
Ambedkar road And Maliwara Chowk) that are near to service center (In Nehru Nagar).
In Vaisahali, Vasundhra, Indirapuram and Rajnagar etc the service is not good. The
product quality of Zebronics is not up to the mark as per the expectation of customer.

RESEARCH OBJECTIVE

To Identify the less demand of Zebronics multimedia speakers

To Know the Market Awareness of Zebronics
To Identify the satisfaction level of Zebronics Dealers and Distributors
towards the company
Competitors analysis of Zebronics speakers
Identify the Future channel partners for the Zebronics Product
Identify the most unique features demanded by the customers
Identify the regular interactions of sales person and dealers

LIMITATIONS

Small Sample size:

In our survey, we have taken a sample size of 65 customers, but only with these
samples we cant make a proper conclusion.

Sample Area:
The study was conducted Ghaziabad only. Hence, the study may not be useful for
projection of behavioral aspect of consumers living in other cities.

Money Constraint:
Budget and finance are always been constraints in doing any project.
Difficulty in changing vehicle and other medium of transport.

Lack of support from Dealers/ Distributers:

Sometimes Local dealers are avoiding us, maybe due to time constraint or human
behaviour talked rudely, not filled the questionnaire very easily. The questioner are

specific up to dealer/distributor so we cannot tell about the customer from this

research

Survey in High Temperature environment :

As I Doing survey in the month of May/June, facing heat, sunburn, dehydration, it is
constraint on my survey

Not providing dealers address by the company

As there is no address detail of dealers provided the company, so it is very difficult to
find the dealers in ghaziabad

RESEARCH METHODOLOGY AND PROCESS

Research Methodology: The study falls under the category of descriptive research,
descriptive research includes survey and fact finding enquiries of different parameters
related to the Zebronics multimedia speakers. The method of research in this project is
the survey method. The descriptive research includes surveys and fact-finding enquiries
of different kinds including comparative and correlation methods. The major purpose of
descriptive research is description of the state of affairs as it exists at present
In descriptive research, the researcher has no control over the variables; he can only
report what has happened or what is happening
The Main characteristics of this method are
It collects Primary as well as secondary data
It tends to be rigid so it has no control over the variables or deviation
The research is used to gauge the response for the Zebronics speakers from dealers in the
Ghaziabad region. The response was collected through questionnaire, which covers all
aspects desired
i)

Phase One: Understanding the company and its products, the product under
study, various competitive parameters like, competitive analysis, USP
(Unique Selling Propositions), other attributes relevant to the product series.

ii)

Phase Two: This phase would include visits to various dealers and
distributors to collect relevant data. Primary data will be collected through
Questionnaire and interviews with dealers and distributors. This data will
further be extended through dialogues with company officials. The secondary
data will be collected through websites, and brochures.

iii)

Phase Three: This phase involves analyzing the data collected in the earlier
phase. The analysis is conducted using statistical tools like Excel.

iv)

Phase Four:In this phase actual reporting of the findings and analysis will be
prepared

and

provide

to

the

company.

iv)

SAMPLING
Covered all the Dealers of Ghaziabad which is equal to 61

VARIABLES INVOLVED

Sales
Service
Price
Brand Image

ANALYSIS METHOD
First the qualitative data has been collected and then converted into quantitative form and then
various Excel and Statistical tools are used for the analysis purpose.

DATA ANALYSIS

Table:1
Rating

Attributes Affecting Consumer buying decision

Service Quality Reliability Price Size Availability

Brand Image

2
3
4

0
3
31

0
4
22

0
22
37

10
22
19

21
21
15

4
12
32

1
4
19

Table:2

5
% of
most
important
Total

Importance of Features

27

35

12

36

44.3

57.4

3.3

13.1

4.9

19.7

60.0

61

61

61

61

61

61

60

Attributes affecting consumer buying

decision
44.3

60.0

19.7

57.4
13.1

4.9
3.3
Attributes Affecting Consumer buying decision

Brand image is the most affecting attributes to consumer buying decision followed by
quality, service and then availability.
As 60% of the total respondent give most important attributes to brand image and then
quality 57.45% , followed by service 44.3%

Touch
LED
Wireless
USB/SD
Screen
Display
connectivity
slot
Panel

Rating

FM
Radio

2
3
4
5
% of
most
important
Total

11
15
22
13

18
18
22
2

18
22
14
2

4
4
29
24

0
1
4
56

21.3

3.3

3.3

39.3

91.8

61

61

61

61

61

Importance of features
3.3
3.3

21.3

39.3

91.8

FM Radio

LED Display

Wireless connectivity

USB/SD slot

Touch Screen Pannel

91.8% of the respondent give the most important rating to USB/SD slot
Followed by wireless connectivity 39.3% and then FM radio 21.3%

No. of
respondent

38

39

25

23

22

36

Percentage

62.30

63.93

40.98

37.70

36.07

59.02

As 62.30% product detail given by salesperson followed by 63.93% product price

given by salesperson and only 40.98% product demo given by salesperson to the
dealers
So we can say that the salesperson should be given the product demo to the
dealers

Ability of sales officer

to clear technical query

Percentage

Every time

17

27.87

Almost every time

9.84

Sometime
Almost never
Never
Total

10
5
23
61

16.39
8.20
37.70

Ability of salesperson to clear the technical

query
37.70

40.00
35.00
30.00

27.87

25.00
20.00

16.39

15.00

9.84

10.00

8.20

5.00
0.00
Every time

Almost evertime

Sometime

Almost never

Never

We saw from the graph that 37.70% salesperson never clear the technical query
of the Dealer

Correlation Table:
61

N=

Quality

Quality
Reliability
Price
Size
Brand
Image

Reliability
Price
Size
1
0.00814125
1
0.11421164 0.36208601
1
0.31705789 0.27723904 0.453545605
1
0.03872015 0.04460258 -0.43752834 0.18037483
Table for corresponding T-test value

Quality
Quality
Reliability
Price
Size
Reliability 0.0625362
Price
0.88305457 2.98369497
Size
2.56785324 2.21639393 3.908910043
Brand
Image
0.29763835 0.34294019 3.737435139 1.40858914

Brand
Image

1
Brand
Image

Null hypothesis (H0) - There is no correlation between the price and size
Alternate H1

There is correlation between price and the size

Null hypothesis (H0) - There is no correlation between the price and reliability
Alternate H1

There is correlation between price and the reliability

Null hypothesis (H0) - There is no correlation between the quality and size
Alternate H1

There is correlation between quality and size

ANALYSIS:The calculated value of t for all three hypothesis is greater than 2 so null hypothesis rejected.
There is 45% correlation between price and the size
There is 36% correlation between price and the reliability
There is 31% correlation between quality and size

Comment given by the Dealers and Distributor/ salesperson :

Due to lack of brand awareness customer are not aware about the product
When we talked about to increase their brand awareness, there is response from the
company side
Service in the region near to service center is good but in the region which are far from
service center is not good
Credit problem between the sales and account department
Dealers are not aware about the complete range of products of company
No Direct communication between company and Dealer/Distributor
Due to high frequency of changing the distributor, dealer are confused who is the
distributor for which area
Sales person do not explain the scheme for the dilution for product to dealers offered by
company
Material used for making of product is not good

Salesperson Lack of communication between the Upper level management and the
lower level management
He also talked about the low brand awareness of the speakers in the IT peripherals market
,when they talked to their upper management there is no response

Recommendation:

There should be direct communication between company and Dealer/Distributor

Company should try to recognized the problem of dealers for not selling their product and
give various scheme
The company needs to improve upon its sound quality for speakers
The company needs to focus on its demo and after sales services.

The company needs to improve on quality aspect since it stands at lower rank for quality
products compared to its competitors

Product demo should be given to every dealer and what is the new technology used in
their speakers so that he can explain the various function to customer properly
The information about changing the distributor should be provided to dealer by the
salesperson
Product catalogue should be distributed among the dealer
Company should focus on promotional activities like advertisement in regionally famous
newspaper so ,it creates market awareness

Give some scheme to dealer for product display at the shops and should hang the
hoardings /glow sign board by company side on dealer shops
Something like below photograph