PROJECT REPORT

The study & impact of the Domestic Electrical Switches Industry

PGDM 2015-17

AADITYA SOOD

A REPORT ON
The study & impact of the Domestic Electrical Switches Industry

A report submitted in partial fulfilment of the requirements of

Post Graduate Diploma in Management 15-17
By
AADITYA
15DM001.
PGDM 2015-17

Industrial Mentor

College Mentor

Mr ANIL MISRA
Prof. / Dr. MANIDUTTA RAY
General manager
MARKETING
BIMTECH BHUBNASWAR

FINE SWITCHES

ACKNOWLEDGEMENT

Such Thanks I give As near death to those that whish him Live - Shakespeare

A formal statement of acknowledgement will hardly meet the ends of justice in the matter of expressing
my deep sense of gratitude and obligation to all those who helped me in the completion of this project
report.
The past six weeks working on this project under the guidance of my Project Leader and Guide has
greatly influenced my way of thinking towards facing the challenges during day-to-day development of
this project. This will help me a lot in future as I move further ahead in my professional life in the days
to come.
I am especially indebted to my Project Manager, Mr. ANIL MISRA ,without whose precious time &
expert guidance, the project would not have taken the current shape. His guidance and in depth
knowledge of Marketing concepts have boosted my confidence to complete this project successfully. He
made the intricacies of the existing project clear to me. He deserves special thanks for his technical
guidance throughout the project.He was highly supportive to develop this project.
Last but not the least I would also like to express my gratitude to FINE employees and all my friends
who helped me a lot throughout this project.

AADITYA

Declaration

I, AADITYA , a student of Birla Institute of Management Technology (BIMTECH), hereby

declare that I have worked on a project titled study & impact of the Domestic Electrical

Switches Industry during my summer internship at FINE SWITCHES , in partial fulfillment

of the requirement for the Post Graduate Diploma in Management program.
I guarantee/underwrite my research work to be authentic and original to the best of my
knowledge in all respects of the process carried out during the project tenure.
My learning experience at Company Name, under the guidance of Industry Mentor Name,
Designation, and Faculty guide Name, Designation, has been truly enriching.

AADITYA
Roll No. 15DM001
PGDM (15-17)
Date: 25/06/2016

Letter of Transmittal
Date: 25/06/2016
Mr. ANIL MISRA,
Dear Sir,
Re: Summer Project Report
Thank you very much for giving me this opportunity to associate with your company as an
Internee. Attached / Enclosed is a copy of my summer-project report study & impact

of the Domestic Electrical Switches Industry which I am submitting in

order to mark the completion of an Eight-week summer internship at you organization. I
prepared this report using the best of practices. It summarizes the work performed on the
project and is being submitted in partial fulfillment of the requirements for award of diploma.
I take this opportunity to mention that the overall experience with the organization was very
good, and helped me to know how work is carried out in real practice with the help of your
esteemed organization. I feel honored that I got an opportunity to work with FINE SWITCHES,
a company of great repute.
I hope I did justice to the project and added some value to the organization.
Suggestions/comments would be appreciated.
Yours truly,
AADITYASOOD
PGDM (15-17)
Roll No.15DM001

TABLE OF CONTENTS
PREFACE

ACKNOWLEDGEMENT

II

Chapter No.

Contents

Page No.

INTRODUCTION TO COMPANY

REVIEW OF LITERATURE

18

PRODUCT PROFILE

24

OBJECTIVES OF RESEARCH

35

RESEARCH METHODOLOGY

36

LIMITATIONS OF THE STUDY

41

DATA ANALYSIS & INTERPRETATION

42

RECOMMENDATIONS & SUGGESTIONS

64

BIBLIOGRAPHY

ANNEXURE

PREFACE
Someone has rightly said that practical experience is far better and closer to the real world than mere
theoretical exposure. The practical experience helps the student to view the real business world closely,
which in turn widely influences his/her perceptions and understanding of the real situation.
Research work constitutes the backbone of any management education program. A management student
has to do research work quite frequently during his entire life span.
The research work entitled study & impact of the Domestic Electrical Switches

Industry aims to know customer awareness regarding FINE and the products offered by it.
The present report is a part of the project that contains the work done by me during the training period at
FINE India Ltd. phagwara.
True to the core, a properly and executed industrial training helps a lot in providing linkage between the
student and the industry. It develops the awareness of industrial approach to problem solving based on a
board understanding of the mode of operation of industrial organization.
This project has offered me an opportunity to put all my efforts and the theoretical knowledge to
practice and enhance my knowledge, and at the same time, given me practical experience in the field of
marketing. It is surely going to help me in my future projects too.
In the preparation of this report, I have made every effort to ensure that all steps involved in
development of this project are adequately covered and the report be completed in it. Any suggestions
for improvement, if rendered, will be gratefully accepted.
I sincerely hope that this project will prove pure knowledge imparting, through provoking and thus
stimulating future research work on these guideline.

INTRODUCTION

Chapter -1
COMPANY to
Introduction
company
TO

Figure # 1.1 FINE starting as a trading company 1973

10

Company Profile
FINE groups manufacturing unit was among first electrical goods manufacturers to get ISO 9001:2008
accreditation in North India and approvals from various government departments. FINE group of
Industries have manufacturing units in Punjab & Himachal Pradesh. To centralize marketing activities of
FINE brand of products manufactured by Fine group of Industries, "FINE SWITCHES PRIVATE
LIMITED" was incorporated in the year 1973. FINE brand of Electrical, Electronic products marketed
by Fine Switches Private Limited are manufactured in a strong and well-built infrastructure which
allows to carry out business operations with utmost ease and precision.
Latest machinery, streamlined production process and R&D facilities have helped to keep the product
range in compliance with international standards. New production and quality testing techniques are
adopted and updated regularly that prove beneficial to clients. The team of the company is the pillar of
our organization that not only cohesively, endeavors to cater to our clients needs, but also comprehends
their expectations and preference in a best possible way. We have employed dedicated and enthusiastic
personnel in the team to ensure that the products are manufactured and merchandised in the most
effective manner. Every member of the team is highly qualified and has the ability to maintain the
standard quality of the products. Their innovative and technical approach has also helped the company
to adopt new and better methods that result in improving the quality of products.
For the past 38 years, FINE group had been directing our endeavor to provide clients with all the
convenience, and strive to meet their desired expectations in all aspects. This is only possible by
developing a good understanding of the client's needs and catering to them in the most satisfying
manner. Owing to the ethical business policies and customized solutions, FINE have rendered a
maximum client satisfaction across the globe.
MOTTO QUALITY KEEPS US AHEAD

11

Vision:
"To be a globally recognized corporation that provides best electrical & lighting solutions, delivered by
best-in-class people."
Mission:
To achieve our vision through fairness, business ethics, global reach, technological expertise, building
long term relationships with all our associates, customers, partners, and employees.
Values:
Customer Delight: A commitment to surpassing our customer expectations Leadership by example. A
commitment to set standards in our business and transactions based on mutual trust. Integrity and
Transparency: A commitment to be ethical, sincere and open in our dealings. Pursuit of Excellence : A
commitment to strive relentlessly, to constantly improve ourselves, our teams, our services and products
so as to become the best in class
Companys progress / growth is based on its commitment to QUALITY, to meet higher demands of its
Customers by providing something new, something innovative, something different with better
aesthetics at competitive prices. FINE Group have taken care of all these aspects and feel proud to state
that undoubtedly FINE have a satisfied customer base with ever increasing demand of FINE products in
spite of the stiff competition posed by globalization / liberalization of the Industry.
FINE, a professionally managed group of Companies is engaged in manufacturing of Electrical Wiring
Accessories since 1973. The manufacturing Plant is installed with the latest Automatic Machinery &
Plant capable of producing highly sophisticated Products at par with International standards. The
Company maintains a Modern Research & Development Centre and a Testing Laboratory equipped
with latest testing equipments as per BIS norms which are being looked after by qualified and
experienced professionals who keep on updating the technology for bringing out the latest designs and
models setting the Global Standards. Presently the Company is operating 6 BIS Certification Marking
Licences.
FINE is the first Company in NORTHERN INDIA TO BE GRANTED ISO 9001 : 2000 Certificate and
we can confidently say that we owe this achievement to our inspiring motto i.e. QUALITY KEEPS US
AHEAD. FINES Modular & Plate series, Wires & Cables, MCBs, Distribution Boards & Led's along
with vast range of other products have widely been well accepted and acknowledged by all sections of

12

the Society. Every day MORE AND MORE PEOPLE ARE SWITCHING OVER TO THE FINE
PRODUCTS.
FINE group is looked after by Highly Qualified & Experienced Professionals in Development,
Manufacturing, Marketing & Administration and are ably supported by Trained Skilled & experienced
workers. We feel proud in saying that Fine Group of companies have achieved a substantial growth
within a short span of period and is looking forward to achieve its goals for Quality, Production & Sales
in the next financial years. In its diversification plans FINE is planning to enter into several other
Electrical & Electronic items.
been awarded with NUMBER OF STATE & NATIONAL AWARDS . for:
Best Entrepreneurs Award by H E Bharion Singh Shekhawat, The Vice President of India.
Best Quality Award by Dr. Manmohan Singh honble Prime Minister of India.
Rajiv Gandhi National Quality Award by Shri Sharad Pawar Honble Union Minister of
Agriculture & Commerce.
Punjab State Productivity Award (Twice) & many other.

[---FY 11-----] [------FY 12-----] [---FY 13----] [-----FY 14-----][ FY15]

18 consecutive quarters of growth

13

(Figs in USD mn.)

USD 50mn.

USD 1mn.
1996

2015

Figure # 1 .3 Showing growth of FINE GROUP from 1996-2015

14

15

1.2) Promoters
FINE Group is one of the fastest growing Electrical and Power Distribution Equipment Company in the
country, manufacturing products ranging from building circuit protection, industrial & domestic
switchgear, cables & wires, LEDs & SWITCHES s, luminaries, and modular switches.
The group comprises of 4 companies
1) FINE switches gears Ltd. (the flagship company)
2) Fine switches
3) FINEX
4) FINCO
With many state of the art manufacturing plants & several branch offices and a strong backing of over
thousands of professionals across India the group has achieved rapid success in the past few years.
The group has recorded a turnover of Rs. 963 crores in the previous financial year and is poised for
another quantum growth with projections suggesting a 50% increase over previous year. While the
industry has been growing at a pace of 20% CAGR, FINE Enterprises has been marching faster at a
compounded annual growth rate of 35% in the past decade.
Products Offered
They provide a vast range of quality assured products for maximum performance and efficacy. Our
products are developed from high quality raw materials such as PC, Urea, Bakelite, ABS Brass, Copper,
Silver & Metal Parts. We have been dealing in:
Accessory

Ceiling Roses

16

Lamp Holder

Multiplug Extension Cords

Porcelain
Bell

Bell Traditional

RF Remote Control Modular

LED'S

LED Panel Lights (SMD)

LED Spot Lights (COB)

Electrical Switches

Modular

Traditional Switches

DP'S,MCB'S & Isolators

Wires

Company profile

Nature of Business
No. of Production Units
Monthly Production Capacity
Export Market
Niche Market

Manufacturer, Exporter and Supplier

02
400000
China, United States
4

Capital in Dollars
Income Tax Registration No
Central Sales Tax No
Service Tax Registration No

Rs 350 Crores
AAAFF1893L
3031015384
AAAFF1893L ST 001

17

Company Registration No
Original Equipment Manufacturer
Credit Rated
Standard Certifications
Standard Certifications Details
Bank
No. of Employees
Year of Establishment
Annual Turnover
Export Turnover
Import Turnover
Importers/ Exporters Code
Production Type

2427 DT 30.01.1997
Yes
Yes (CRISIL)
BIS Certificate Marketing Licence, CE
certification
BIS 31.07.2016 CE nov 2015
HDFC Bank
122
1973
Rs 9 Crores
Rs 1 Lakhs
Rs 2 Crores
3002009513
Automatic and Semi Automatic

1.5) Work culture at FINE

FINE is continuously applying modern management techniques such as Kaizen to enable employees to
improve their day to day functioning in small steps, one at a time. FINE has also implemented Japanese
version of 5S which stands for "a place for everything and everything in its place". The company has
introduced these techniques as it firmly believes that small changes add up to large results and the only
way for a corporation to grow, is to make its people grow
The Group is driven by qualified and experienced professionals backed by a work force of over
Thousands of employees. All branches and manufacturing facilities are computerized and networked
with each other. An open door policy at all levels encourages employees to be participated, innovative
and creative. Empowering employees helps the organization in harnessing individual talents to the
fullest. Emphasis is laid on building team spirit which helps employees to realize collective potential.

1.6) Manufacturing Plants

Powerful trends are shaping up industry for the 21st century. Because of rapid spread of advanced
technologies complexity of work is increasing - almost daily. With the state of the art equipments and

18

manufacturing facilities, FINE group is helping to boost safety in workplaces from the factory to the
offices, domestic buildings to commercial plazas. All the manufacturing units are ably supervised and
controlled by technocrats and industry specialists.
The group has well managed, well equipped tool rooms with machines like CCV Line, CNC Machines,
EDM Wire Cut, Spark Erosion Machines, Lathes and Surface Grinders.
Our strategic alliances with some of the leading technology corporations in the world of electrical
engineering, ensure constant access to the latest developments in the international markets, which are
then adapted to the tough tropical conditions.
Our manufacturing units are fully equipped with the latest and most sophisticated facilities in India. And
in the hands of our highly qualified technical experts, this results in some of the most advanced product
development in the country

Location: Branch offices / zonal offices / manufacturing plants

phagwara
Products manufactured: mcb and Switches

gaggret, Himanchal Pradesh

Products manufactured: MCBs, SWITCHES s

AMBALA, Products manufactured LED

CHANDIGARH,
Products manufactured: Cables & Wires

1.7) Quality control at FINE

The essence of quality at FINE is closely wrapped in the way we think, plan and work. It finds its true
expression when we extend beyond ourselves to exceed our customers expectations. To deliver
products that are safer, faster and simply better.

19

Each time, every time. Building customer confidence through teamwork is a top priority to provide a
wide variety of products and services.
Realizing and respecting the basic needs of customers to feel more secure, we've committed ourselves to
make our products better, safer and smarter than what he or she is looking for. That's a passion that
began 30 years ago and that's how it continues to be even today. Our customers rely on us and it is our
responsibility to give them the very best. All our products are as per IEC standards.

Certifications / Approvals

UK

20

Sweden

Europe

Certifications / Approvals

ISO-9001 : 2000 (all manufacturing units)

CE

Smark

CSA

CB

SEMKO

SIRIUM (Malayasia)

SPRING (Singapore)

SNI (Indonesia)

Figure # 1.5 Certifications / Approvals

Major Clients of FINE India Ltd.

21

1.8) Research And Development At FINE

22

Innovation is the hallmark of every vital development at FINE. New ideas, inventions deepen scientific
knowledge and give its work force a new impetus towards technical progress.
FINE technological strengths and its endeavor towards continuous research & development has allowed
it to fulfill its responsibilities towards its customers. The responsibility of providing its customers the
best products and zero defect services to enable them to be comfortable and secure in usage of
electricity.

Center for Research and Development

FINE has recently invested million dollars in a new centre for research and innovation.
The task of this centre is to provide the theoretical & experimental foundations for all segments of
electrical engineering. The centre closely cooperates with the various departments so as to provide the
best and the latest in terms of technology and design.

1.9) Safety Matter

Protection against Electrical Shocks and fire:
With the ever increasing of the usage of electricity in our daily lives , the risk of electrical shocks and
hazards related to electrical fire to overcrowded wiring and leakage due to installation failure.
Poorly insulated apparatus, faulty wires or the incorrect use of an electrical device cause current to flow
through the wrong face (i.e. through the insulation) to the earth. This current is called the "Leakage
Current". Leakage current in an electrical system is responsible for two major risks.

Risk of electrocution(electric shocks)

Risk of fire

Risk of Electrocution (Electric shocks)

Electrocution is the passage through human body, which is dangerous .The flow of current through
human body, affects two vital functions

23

Breathing

Heart Beat

Electrocution can lead to muscle contraction causing respiratory paralysis, cardiac fibrillation and
immediate cardiac arrest resulting in death depending upon the magnitude of the leakage current and the
contract voltage.
Risk of fire
Poorly insulated wiring or loose connections are enough to create fire hazards a portion of the current
which normally flows in the conductor can find a way back to the earth through these "leaks" and
through materials with varying degrees of conductivity. These materials are not intended to conduct
current, and may get heated up to such a degree that they will set fire to whatever they are in contact
with (insulation, wood etc.). This is the start of fire.
Solution
Earth Leakage Circuit Breakers installed in the circuit senses these leakage currents and isolates the
faulty circuit thereby ensuring safety against the hazards of earth leakage. It is mandatory to install an
ELCB in the incoming circuit for all installations except those specified by the section 30 of the Indian
Electricity Act, 1910.

24

Product Profile
2.1.) Miniature Circuit Breakers (MCBs)

In the residential, commercial and Industrial sectors, final electrical distribution needs are continuously
evolving. Improved operating safety, continuity of service, greater convenience and operating cost have
assumed tremendous significance. Havell's breakers have been designed to continually adapt to these
evolving needs.
Havell's maintaining pace with the technological changes has introduced Miniature Circuit Breakers
tested as per the latest
specifications IS:8828-1996, IEC:898-1995 for a breaking capacity of 10KA.

Figure# 2.1 FINE Miniature Circuit Breakers

25

2.4.) Cables
Set up in the year 1996, FINE Cables plant (an ISO: 9001-2000 certified unit) is located in Alwar, in the
state of Rajasthan, India. Since inception, FINE has invested heavily in the manufacturing infrastructure,
which has today become one of the largest in India. All wires & cables are manufactured on most
modern laser controlled automatic machines, using best raw material from primary manufacturers
ensuring perfect quality

Features:
Highly compacted conductors to reduce AC losses which are due to skin and proximity effect.
Purest insulation to bear thermal and thermo-mechanical stresses at continuous normal and short
circuit temperature conditions.
Complete protection against most forms of electrolytic and
Extruded inner sheath (for XLPE insulated power cable HT).
Sequential length marking on outer sheath of the cables.
Over 90%armour coverage of armored cables..

26

chemical corrosion.

Figure # 2.4 FINE cables

2.5.) Switches
A new addition to the FINE product portfolio Fantastic, a range of aesthetically designed modular plate
switches that are engineered to deliver protection and built to last. A well-designed knob provides soft
operation and the ultra-tech mechanism ensures longevity. Fantastic promises quality and reliability.
Available in a pure white finish, these switches lend pristine beauty to your walls for years.

27

LED PANEL LIGHTS (SMD) CATEGORIES

FINE is continuing upgrade products in order to best serve modern discerning consumer. FINE
SWITCHES is environment friendly.

28

OBJECTIVES OF THE STUDY

Every study is conducted with key objectives and aims kept in the fore. Without aims and objectives the
study is like a ship without radar. So aims and objectives of this study are.
1) To understand the awareness level of FINE swtches.
2) To know how satisfied are customers and retailers with the products they purchase and the
services provided by the company.

3) To find out what the customer and the retailer wants from FINE switches.
4) To know the impact of fine group.

5) To know the perception of customer regarding the quality of products of fine group .
6) To know the most influential factors that influence the customer behaviour towards switches

7) TO know the current compititors fine switches

29

CHAPTER 4
RESEARCH
METHODOLOGY

30

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the research problem. The research methodology
included various methods and techniques for conducting a research. Marketing Research is a
systematic design, collection, analysis, and reporting of data and finding relevant solution to a specific
marketing situation or problem. Sciences define research as the manipulation of things, concepts or
symbols for the purpose of generalizing to extend, correct or verify knowledge, whether that knowledge
aids in construction of theory or in practice of an art.
Research is thus, an original contribution to the existing stock of knowledge marketing for its
advancement, the purpose of research is to discover answers to the questions through the application of
scientific procedure.
My research project has a specified framework for collecting the data in an effective manner. Such
framework is called Research Design. The research process which was followed by me consisted
following steps.
4.1)

Defining the problem & Research Objectives

It is said, A problem well defined is half solved. The step is to define the project under study and
deciding the research objective. The definition of problem includes study & impact of the Domestic
Electrical Switches Industry
Developing the Research Plan:
The second stage of research calls for developing the efficient plan for gathering the needed
information. Designing a research plan calls for decision on the data sources, research approach,
research instruments, sampling plan and contacts methods. The research is descriptive in nature and is
aimed at analyzing the study & impact of the Domestic Electrical
Switches Industry

31

The development of Research plan has the following Steps:

a.)

Data Sources

Two types of data were taken into consideration i.e. Primary data and Secondary data. My major
emphasis was on gathering the primary data. The secondary data has been used to make things more
clear.
i.

Primary Data: Direct collection of data from the source of information, including personal
interviewing, survey etc.

ii.

Secondary Data: Indirect collection of data from sources containing past or recent
information like, Annual Publications, Books, Newspaper and Magazines etc.

4.3.) Research Approach

Surveys are best suited for Descriptive Research. Surveys are undertaken to learn about peoples
knowledge, beliefs, preferences, satisfactions and so on and to measure these magnitudes in the
general public. Therefore I have done this Survey for the Descriptive Research Process.
4.4.) Research instrument
A close friend questionnaire was constructed for my survey. A Questionnaire consisting of a set of
questions was presented to respondents for their answers.
a.) Sampling Plan
The sampling plan calls for three decisions.
i.

Sampling unit: Who is to be surveyed?

The target population must be defined that has to be sampled. It is necessary so as to develop a
sampling frame so that everyone in the target population has an equal chance of being sampled. The
sampling unit of this project was Chandigarh.
ii.

Sample Size: How many people have to be surveyed?

Generally large sample gives more reliable results than small samples. The sample consisted of 100
respondents. The sample was drawn from 50 retailers and 50 end users customers people having

32

different educational qualifications, occupations and age group. The selection of the respondents was
done on the basis of simple random sampling. The sample was drawn from people having different
educational qualifications, occupation and age groups.
iii.

Contact Methods

Once the sampling plan has been determined, the question is how the subject should be contracted
i.e. by telephone, mail or personal interview. Here in this survey, I have contacted the respondents
through personal interviews.
4.5.) Collecting the information
The collection of data is a tedious task. For conducting any sort of research data was needed. So for my
research, there was plenty of primary data and for increasing the validity of information collected, some
books, journals, pamphlets, information about the company were studied and taken into considerations.
After this, I have collected the information from the respondents with the help of questionnaire.
a.) Collection of Primary Data: Primary Data is the data collected from the original source. In
my survey and study, there was optimum availability of primary data because every aspect was
witnesses carefully at each point. Questionnaire and personal interviews were the main
instruments, which were used for collecting primary data.
b.) Collection of Secondary Data: Secondary Data is the one which has already been collected
by someone else and some other person is using that information. The source of secondary data
was, some related books and websites related to the company. The competent staff of the
company helped me a lot in providing information about the company.
4.6)

Analyze the Information

The next step is to extract the pertinent findings from the collected data. I have tabulated the collected
data and developed frequency distributions. Thus the whole data was grouped aspect wise and was
presented in tabular form. Thus, frequencies and percentages were prepared to render impact of the
study.
4.7.)

Presentation of findings:

This is the last and important step in the research process. The findings are presented in the form of
graphs, pie charts, conclusions, suggestions and recommendations after data analysis.

33

LIMITATIONS OF THE STUDY

1) The possibility of respondents responses being biased cannot be ruled out.
2) Limited access to secondary data pertaining to FINE performance in other regions or any other
information was another problem in finding a correct response.
3) Since a smaller sample was chosen so it may not be true representative of population under
study.
4) Most of the times people dont give appropriate information.
5) Mostly retailers dont want to give accurate information and act rudely.
6) The survey was to be conducted in a limited span of time (6 weeks) which also posed a limiting
factor.
7) The retailers are so busy in their business so that they did not show actual picture of the
situation.

34

CHAPTER- 5
DATA ANALYSIS
AND
INTERPRETATION

35

1. Do you sell Fine

Response

No of respondent

Yes

80

No

10

Cant say

15

In future

Sales
yes

no

cancan't say

in future

5%
15%

10%

70%

2.

How many brand of switches you sell?

Response

No of

36

switches ?

respondent
One

15

Two

10

Three

25

Four

30

More Than Four

20

Series 1
30
25
20
15
10
5
0

1 brand

2 brands

3 brands

4brands

more than 5

Series 1

Inference The above chart shows that 25 seller sell three type of brand of switches 30 sellers sell
four type brand,10sellers sell only two type, 20 sellers sell more than four brands of switches only
one sellers sell one brand of switches .

2. Which brand of SWITCHES frequently sells at your counter?

37

Response

No of respondent

FINE

55

Anchor

29

Crabtree

10

Any Other

Table No.

Column1
6%
10%
Fine
Anchor
crabtree

55%

Any other

29%

Fine

Inference According to this chart 55% retailer sell FINE, 29% sell Anchor, 10% sell crabtree brand
of SWITCHES . Only 6% retailer sells other brand at their counter. Thus we conclude that More
retailer sell FINE SWITCHES at their counter.

38

3. What do you feel about service of the FINE Company?

Response

No of respondent

Very Good

Good

20

Average

13

Poor

11

Very Bad

Inference 13% retailer of my survey feel service of FINE company if very good, 37% feel service
is good, 24% feel average about the service of the company, 20% feel service is bad and 6% retailers
feel service of company is very bad. So majority of retailers are happy with the service of the
company.

39

4. Do you agree with the price of FINE SWITCHES is competitive?

Response

No of respondent

Strongly Agree

10

Agree

28

Disagree

14

Strongly
Disagree

Cant Say

00

Inference The majority of retailers of my survey think the price of FINE

Company is competitive. But 14 retailers are not agree that the price of FINE company is
competitive.

40

5. How effective the promotional activities of FINE Company?

Response

No of respondent

Very Good

15

Good

19

Average

11

Poor

Very Bad

Inference 83% retailers think the promotional activities of FINE Company is good and 13% think
promotional activities of company is bad.

41

6. What type of products do you want to sell?

Response

No of respondent

Quality Products

15

Guarantee Products

35

Any Other

Inference From the above chart we conclude that most of the retailer wants to sell guarantee
product. Only 28% retailer prefer to sell Quality product because of they avoid the risk as far as
possible.

42

7. Availability of FINE SWITCHES in the market.

Response

No of respondent

Always Available

48

Occasionally Available

Always Unavailable

Inference:- 89% retailer assume that the FINE SWITCHES easily available when they need.

43

Customer Profile
1. How did you get to know about FINE SWITCHES ?

Response

No of respondent

Peer Groups

15

Family Member

10

Media

23

Any Other

Inference:- 23 consumer out of 50 get to know about FINE SWITCHES by media. Than 16 consumer
get to know by peer group and 10 consumers know SWITCHES by family member. In this way media
is best way to aware the people regarding SWITCHES .

44

2. In your opinion the most influential media to advertise is..

Response

No of respondent

Newspaper

12

Television

26

Radio

Any Other

Inference:- 26 respondents think that television is most influential media for advertisement. Newspaper
is influential according to the 12 consumer. Than radio is influence the people.

45

3. The quality of FINE SWITCHES is

Response

No of respondent

Very Good

Good

25

Average

15

Poor

Very Bad

Inference:- The quality of FINE SWITCHES is good and consumer also assume that quality of
FINE SWITCHES is very good (8 consumer). 25 consumers said that quality is good. 15 consumer
think quality is average. Only 3 consumers said quality is bad or very bad.

4. The price of FINE SWITCHES

46

Response

No of respondent

Very High

15

High

28

Normal

Low

Very Low

Inference:- From the above table 30% think price of . SWITCHES is very high and 56% said price is
high. Only 14% said price is normal.

5. In your opinion the brand image of FINE SWITCHES is

47

Response

No of respondent

Very Good

14

Good

22

Average

11

Bad

Inference:- From the above table we conclude that 44% of the customers are rating good and 28% are
rating very good so that FINE have good brand image in the market.

6. Reasons for your preference for FINE SWITCHES .

48

Response

No of respondent

Price

Quality

15

Safety

Brand Image

22

Any Other

Inference:- From the above table we conclude that 44% respondent prefer FINE SWITCHES for its
brand image and 30% are for its good quality.

7. With the increase in the price of FINE SWITCHES (For meeting increased cost of
production) your purchase behaviour will.

49

Response

No of respondent

Never Change

Change to Some Extent

12

Totally Change

28

Cant Say

Inference:- From the above table we conclude that 56% of the respondent change there decision dew to
change in the price so consumer behavior is highly influenced by change in price.

8. Factors for purchasing FINE SWITCHES on higher price :

Response

No of

50

respondent
Quality

21

Durability

30

Brand Image

14

Eco Friendly

Any Other

Series 1
35
30
25
20
15
10
5
0

QUALITY

Durability

Brand Image

Any Other

ECO FRIENDLY 1

Series 1

Inference:- From the above table we conclude that most of the consumer purchase FINE
SWITCHES on higher price because of its Durability.

51

9. In your opinion what is more important

Response

No of respondent

Quality

11

Price

10

Guarantee

26

Any Other

Inference:- From the above table we conclude that guarantee and quality are main factor while
purchasing.

52

CHAPTER 6
RECOMMENDATIONS
&
SUGGESTIONS

Recommendations and Suggestions

53

1) More local/ regional advertisements should be there to make people aware about FINE and its
products
2) There should be more advertisement on the world wide web also.
3) Campaigning should be done at all level.
4) Business Development Officers should contact Architects and Customers on regular basis.
5) More flexible discount schemes should be provided
6) Product catalogues and price lists should be provided to the customers on regular basis.

7) Increase the percentage rate of ADJUSTMENT POLICY. Or start guarantee.

8) Improve the behavior of sales person of the company as well as distributor.(6% of respondent).
9) Company should further reduce its price.
10) Fulfill all the commitments which are made by company or distributor.
11) There is more need in improvement of quality of FINESWITCHES so that it decreases the rate
of replacement.
12) The adjustment policys rate is not enough because replacement rate is 15% to 20%.
13) If company backs out any scheme, then it should give some time to the retailer.
14) Provide updated information and knowledge to the retailers about the product.
15) Provide equal Price to all the retailers.
16) Company should compromise with dealer according to the circumstances.
17) Company should improve its grievance handling system

BIBLIOGRAPHY

54

Sr. No

Title

Author

Publication

Marketing Management

Kotler, P

Prentice Hall

Research Methodology

Kothari, C R

New Age International Publications

Journals
1.) 24th Annual Report 2013 2014 FINE India Ltd.

Web Sites
http://www.fineswitchgears.com/home.html
http://fineswitchgears.com/products_range.htm
http://companydata.in/fine-switches-pvt-ltd/743903.py
http://www.fineswitches.com/index.php/en/
http://in.kompass.com/c/fine-switches-private-limited/in746245/
http://www.fineswitches.net/
http://www.fineswitches.net/company-profile.html
http://www.tradeindia.com/Seller-982820-FINE-SWITCHES-PVT-LTD-/
http://fineswitchgears.com/awards.htm
http://fineswitchgears.com/about_us.htm

55

ANNEXURE
Questionnaire
Dear Respondent
I, AADITYASOOD student of PGDM, BIMTECH, is working on project
Brand awareness & preference regarding FINE SWITCHES . The following questions are the
main instrument of my survey. So please give your opinion up to the best of your knowledge.
1. Do you sell SWITCHES ?

Yes
No

2. How many brands of SWITCHES you sell?

1

2
3
4
Any Other

...............................................

3. Which brand of SWITCHES frequently sells at your counter?

FINE
Philips
Crompton
Any Other

4. What do you feel about service of the FINE Company?

Very good
Good
Average
Poor
Very Bad

5. Do you agree with the price of FINE SWITCHES is competitive?

Strongly Agree
Agree
Disagree
Strongly Disagree

56

Cant Say

6. The promotional activities of FINE Company are

Very Good
Good
Average
Poor
Very Bad

7. What type of products do you want to sell?

Quality Products

Guarantee Products

Any Other
..

8. Availability of FINE SWITCHES in the market.

Always available
Occasionally Available
Occasionally unavailable
Always unavailable
Cant Say

10. Your suggestions for improving the quality of FINE SWITCHES

..
.
.

Personal Profile
Name

Age

..

57

Address

..
..
.

Phone/Mobile No

Place
SIGNATURE
Date.

58

Questionnaire
Dear Respondent
I, AADITYA SOOD student of PGDM, BIMTECH, is working on project Brand
awareness & preference regarding FINE SWITCHES . The following questions are the main
instrument of my survey. So please give your opinion up to the best of your knowledge.
1 How did you get to know about FINE SWITCHES ?

Peer Group
Family Member
Media
Any other

..

2. In your opinion the most influential media to advertise is..

Newspaper
Television
Radio

Any Other

3. The quality of FINE SWITCHES is

Very good
Good
Average
Poor
Very Bad

4. The price of FINE SWITCHES

Very High
High
Normal
Low
Very Low

59

5. In your opinion the brand image of FINE SWITCHES is

Very Good
Good
Average
Bad
Very Bad

6. Reasons for your preference for FINE SWITCHES .

Price
Quality
Safety
Brand Image
Any Other

7. With the increase in the price of SWITCHES (For meeting increased cost of
production) your purchase behaviour will.

Never Change
Change to some extent
Totally Change
Cant Say

ATTEMPT QUESTION 10TH IF YOUR ANSWER OF 9TH QUESTION IS NEVER

CHANGE
8.

Factors for purchasing FINE SWITCHES on higher price :

Save electricity
Durability
Brand Name
Eco Friendly
Any Other

..

9. Please specify the shortcoming in FINE SWITCHES ?

....................................................................
60


10. Your suggestion for improving the quality of FINE SWITCHES :
..
.
11. In your opinion what is more important

Quality
Price
Guarantee
Any Other

Personal Information
Name

..

Age

Address

.
.
.
..

Phone No

Place
SIGNATURE
Date

61

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