Executive summary

Organization today faces the twin challenges of globalization and shortened

product lifecycle. Globalization has led to unprecedented levels of competition.

To face such competition, successful corporation should follow the best business

practices in the industry. Shortened life cycles call for continuous design

improvement, manufacturing flexibility, super-efficient logistics control and better

management of the entire supply chain. All these need faster access to accurate

information both inside the organization and from the entire supply chain outside.

The organizational units such as Finance, Marketing, Production and HRD

need to operate with a very high level of integration without losing flexibility. ERP

system with an organization-wide view of business processes, business needs of

information and inflexibility meet these demands admirably.

The study covers the city limits of Bangalore

The study covers the market potential of all electronic security of Elid.

The study covers all-important information of each product of electronic security

of Elid.

The study gives a brief analysis of customer preference, attitudes, and

perception towards buying electronic security of Elid.

1. Introduction

1.1 Introduction to area chosen

Marketing is defined by the American Marketing Association as the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. [1] The term developed from the original meaning which referred literally to going to market, as in shopping, or going to a market to sell goods or services.

Marketing practice tends to be seen as a creative industry, which includes advertising, distribution and selling. It is also concerned with anticipating the customers' future needs and wants, which are often discovered through market research. Seen from a systems point of view, sales process engineering views marketing as a set of processes that are interconnected and interdependent with other functions [2], whose methods can be improved using a variety of relatively new approaches.

Marketing is influenced by many of the social sciences, particularly psychology, sociology, and economics. Anthropology and neuroscience are also small but growing influences. Market research underpins these activities. Through advertising, it is also related to many of the creative arts. The marketing literature is also infamous for re-inventing itself and its vocabulary according to the times and the culture.

(a) Branding

A brand is a name, term, design, symbol, or other feature that distinguishes products and services from competitive offerings. A brand represents the consumers' experience with an organization, product, or service. A brand is more than a name, design or symbol. Brand reflects personality of the company which is organizational culture.

A brand has also been defined as an identifiable entity that makes a specific value based on promises made and kept either actively or passively.

Branding means creating reference of certain products in mind.

Co-branding involves marketing activity involving two or more products.

Marketing communications

Marketing communications breaks down the strategies involved with marketing messages into categories based on the goals of each message. There are distinct stages in converting strangers to customers that govern the communication medium that should be used.

(b) Advertising

Paid form of public presentation and expressive promotion of ideas Aimed at masses Manufacturer may determine what goes into advertisement Pervasive and impersonal medium

(i) Functions and advantages of successful advertising

1. Task of the salesman made easier

Maximize sales Publicity Brand building Create awareness Persuade buyers Introduction of new product Enable market leadership To face competition To inform changes To counteract to competitors advertisement To enhance goodwill

(c) Sales promotion

Short-term incentives to encourage buying of products:

Instant appeal Anxiety to sell

An example is coupons or a sale. People are given an incentive to buy, but this does not build customer loyalty or encourage future repeat buys. A major drawback of sales promotion is that it is easily copied by competition. It cannot be used as a sustainable source of differentiation.

(d) Marketing Public Relations (MPR)

Stimulation of demand through press release giving a favourable report to a product

Higher degree of credibility Effectively news Boosts enterprise's image

Customer focus

Many companies today have a customer focus (or market orientation). This implies that the company focuses its activities and products on consumer demands. Generally there are three ways of doing this: the customer-driven approach, the sense of identifying market changes and the product innovation approach.

Product focus

In a product innovation approach, the company pursues product innovation, and then tries to develop a market for the product. Product innovation drives the process and marketing research is conducted primarily to ensure that profitable market segment(s) exist for the innovation. The rationale is that customers may not know what options will be available to them in the future so we should not expect them to tell us what they will buy in the future. However, marketers can aggressively over-pursue product innovation and try to overcapitalize on a niche. When pursuing a product innovation approach, marketers must ensure that they have a varied and multi-tiered approach to product innovation. It is claimed that if Thomas Edison depended on marketing research he would have produced larger candles rather than inventing light bulbs. Many firms, such as research and development focused companies, successfully focus on product innovation. Many purists doubt whether this is really a form of marketing orientation at all, because of the ex post status of consumer research. Some even question whether it is marketing.

An emerging area of study and practice concerns internal marketing, or how employees are trained and managed to deliver the brand in a way that positively impacts the acquisition and retention of customers (employer branding).

Diffusion of innovations research explores how and why people adopt new products, services and ideas.

A relatively new form of marketing uses the Internet and is called Internet marketing or more generally e-marketing, affiliate marketing, desktop advertising or online marketing. It tries to perfect the segmentation strategy used in traditional marketing. It targets its audience more precisely, and is sometimes called personalized marketing or one-to-one marketing.

With consumers' eroding attention span and willingness to give time to advertising messages, marketers are turning to forms of permission marketing such as branded content, custom media and reality marketing.

The use of herd behavior in marketing.

The Economist reported a recent conference in Rome on the subject of the simulation of adaptive human behavior.[6] It shared mechanisms to increase impulse buying and get people "to buy more by playing on the herd instinct." The basic idea is that people will buy more of products that are seen to be popular, and several feedback mechanisms to get product popularity information to consumers are mentioned, including smart-cart technology and the use of Radio Frequency Identification Tag technology. A "swarm-moves" model was introduced by a Princeton researcher, which is appealing to supermarkets because it can "increase

sales without the need to give people discounts." Large retailers Wal-Mart in the United States and Tesco in Britain plan to test the technology in spring 2007.

Marketing is also used to promote business' products and is a great way to promote the business.

Other recent studies on the "power of social influence" include an "artificial music market in which some 14,000 people downloaded previously unknown songs" (Columbia University, New York); a Japanese chain of convenience stores which orders its products based on "sales data from department stores and research companies;" a Massachusetts company exploiting knowledge of social networking to improve sales; and online retailers who are increasingly informing consumers about "which products are popular with like-minded consumers" (e.g., Amazon, eBay

The Marketing mix is generally accepted as the use and specification of the four p's describing the strategic position of a product in the marketplace. One version of the origins of the marketing mix starts in 1948 when James Culliton said that a marketing decision should be a result of something similar to a recipe. This version continued in 1953 when Neil Borden, in his American Marketing Association presidential address, took the recipe idea one step further and coined the term 'Marketing-Mix'. A prominent marketer, E. Jerome McCarthy, proposed a 4 P classification in 1960, which would see wide popularity. The four Ps concept is explained in most marketing textbooks and classes.

Marketing Mix

A Marketing mix is the division of groups to make a particular product, by pricing, product, branding, place, and quality. Although some Day1 marketers[who?] have added other P's, such as personnel, packaging and physical evidence, the fundamentals of marketing typically identifies the four P's of the marketing mix as referring to:

"Marketing Mix" is set of correlated tools that work together to achieve company's objectives, they are: product, price, promotion, and place.

The set of controllable tactical marketing tools, product, price, place and promotion - that the firm blends to produce the response it wants in the target market:

Product - A tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Intangible products are often service based like the tourism industry & the hotel industry. Typical examples of a mass produced tangible object are the motor car and the disposable razor. A less obvious but ubiquitous mass produced service is a computer operating system.

Price – The price is the amount a customer pays for the product. It is determined by a number of factors including market share, competition, material costs, product identity and the customer's perceived value of the product. The business may increase or decrease the price of product if other stores have the same product.

Place – Place represents the location where a product can be purchased. It is often referred to as the distribution channel. It can include any physical store as well as virtual stores on the Internet.

Promotion – Promotion represents all of the communications that a marketer may use in the marketplace. Promotion has four distinct elements - advertising, public relations, word of mouth and point of sale. A certain amount of crossover occurs when promotion uses the four principal elements together, which is common in film promotion. Advertising covers any communication that is paid for, from and cinema commercials, radio and Internet adverts through print media and billboards.

One of the most notable means of promotion today is the Promotional Product, as in useful items distributed to targeted audiences with no obligation attached. This category

has grown each year for the past decade while most other forms have suffered. It is the only form of advertising that targets all five senses and has the recipient thanking the giver.

Public relations are where the communication is not directly paid for and includes press releases, sponsorship deals, exhibitions, conferences, seminars or trade fairs and events. Word of mouth is any apparently informal communication about the product by ordinary individuals, satisfied customers or people specifically engaged to create word of mouth momentum. Sales staff often plays an important role in word of mouth and Public Relations (see Product above).

Broadly defined, optimizing the marketing mix is the primary responsibility of marketing. By offering the product with the right combination of the four Ps marketers can improve their results and marketing effectiveness. Making small changes in the marketing mix is typically considered to be a tactical change. Making large changes in any of the four Ps can be considered strategic. For example, a large change in the price, say from $19.00 to $39.00 would be considered a strategic change in the position of the product. However a change of $131 to $130.99 would be considered a tactical change, potentially related to a promotional offer.

The term "Marketing Mix" however, does not imply that the 4P elements represent options. They are not trade-offs but are fundamental marketing issues that always need to be addressed. They are the fundamental actions that marketing requires whether determined explicitly or by default.

1.2 Introduction to topic:

(A) Relevant Marketing theory of Customer satisfaction

In general satisfaction is a person’s feeling of pleasure or

disappointment resulting from comparing a products perceived performance (or

out come) in relation to his/her expectations. If the performance falls short of

expectations, the consumer is dissatisfied. If the performance matches the

expectations the customer is satisfied.

(B) Fundamentals of customer satisfaction

Excellent service is not an end in its own right nor is customer satisfaction; it

is a means to an end. The aim of commercial organization is to make profit and

the aim of public organization is to provide an efficient service within budget c.

service excellence is only required in so for as it achieved these objectives.

It is possible to have very satisfied customer who are not profitable and to invest

in high quality service, which does not affect the customer buying behavior. It is

also possible to over invest in quality to such an extent that the customer finds

the service unattractive. It is therefore important to find out which factors of

service influence most the customer prosperity to buy and to be ahead of nearest

rivals of these factors in terms of services offer.

Factors influencing customer satisfaction:

Marketing researchers have identified four distinct factors, which influence

the customer satisfaction, which are as follows:

Product: Basic design: How familiar designers are with customer needs, what

incentives drive the designing, manufacturing and quality control.

Sales activity: What messages the company sends out in its advertising and

promotion programmers, how it chooses and monitors its sales force /

intermediaries, and the attitudes that it projects to the customer. The figure 2 is a

classical example of positive messages sent to customer through its promotion.

After- sales: Guarantees, parts and service, feedback, complaints, handling, and

overall responsiveness to a customer with a problem.

Culture: Intrinsic values and beliefs of the firm as well as the tangible and

intangible symbols and systems it uses to initial these into employee behavior at

all levels.

Marketers when studying satisfaction must understand that a distinction has to

be made between one’s core product offering and one’s supplements (or

sometimes called value added service).

Chart showing the factors influencing customer satisfaction:

Product

Factors affecting customer satisfaction

Understanding customer service

Marketers must determine what customer’s does want and then give it to them.

This can be done in several ways. Once is by getting feedback regarding buyer

preferences and then suing this information to customize the service delivery. For

example, what do restaurant guests want? It has been found that these are

gender preferences.

Identity your customers

The customer can fall into different groupings; the way to cater to one group

may different from one another. There are other customers groups besides men

and women. Today, many fast food giants McDonald’s for example is now

Customer satisfaction Sales activity

Culture

After-sales

targeting on kids. Some eating-houses load the area with toys and games, and

supervise the children, when their families eat in the main dining hall.

There are other major customer groups; however, that needs considerable

attention associates. They are individuals who work in the organization. They are

internal customers who cannot be ignored in the service equation. How can each

associate identify his or her internal customer? It is quite simple. All the associate

has to do is answer the question. Who receives or is affected by my work?

Everybody in the organization has internal customer who depend on him or her

for output. The servers depend on the cooks to provide the food, and on the

busboys to clean the tables the get them for the next group of guests. The

reservations clerks depend on the housekeeping associates to clean the rooms

and get them ready for the guests.

Catering to the Customer

Some businesses quit: for example, department stores designed to target

niches have men’s women’s, and children’s, departments, and displays, décor

and offerings. In the service industry, it is difficult to do so. Restaurants are a

good example. When a person comes to a restaurant establishment, he or she

orders from the same menu as all other dinners. There are no his menu or her

menu, although there may be “for kids”. At the same time, men and women have

distinct food references. An understanding of these gender differences can help

eating establishment better cater to their customer.

Create a Good First Impression

A good first impression is critical in the service business, because it sets the

stages for everything that follows. Moreover, first impressions are typically made

within 30 seconds of the service encounter. If everything goes well at this stage,

customers are likely to have a positive attitude and like forward it an enjoyable

experience. If, however, things do not go well, even a minor problem may be the

basis for the customer deciding not to come back again. Three rules to make a

good impression. Great guests as quickly as possible, (hello, good evening, etc.)

don’t allow guests to remain unattended for more than one minute. Use good

postures to communicate. The tone of your greeting should be warm and your

message welcoming. Through these guidelines you can make guests feel that

they are important and that the server is happy and eager to help them enjoy

their visit to the restaurant.

Customer Loyalty

The traditional role of marketing has been to win customers. No

emphasis was on retaining them. Research studies indicate that most service

firms loose more than 30 percent of their customer before, or at time of a

repurchase decision mainly through poor service, and the only reason market

shares do not drop is because competitors are usually in the same position and

are losing customer to their rivals. This means here is a turnover of dissatisfied

customers who are looking customers to their rivals.

Ladder of Loyalty

Customer loyalty is commitment to do business with a company on going

basis. The idea of loyalty can be displayed with a ladder. Through appropriate

marketing strategies marketer should is to convert suspect into committed loyal

advocated for the firm. Set of scales cam also be used to view the loyalty

concept. Service firms must arrest growing number of disaffected ex-customer

who will be critical and advise other customer prospects not to buy from the

organization.

Retention Rate and Average Customer Lifetime

The measurement of customer loyalty is known as the customer

retention rate. With a firm with improved retention rate, average life of a customer

increase. For example, if a firm is able to increase its average retention from an

annual 80 percent of 90 percent it will aurally double the average customer

lifetime from five to ten year if it period (5*10). It is been found that increased

customer retention brought increase customer lifetime value. Lifetime value of a

customer can be calculated.

Customer Satisfaction in Services

The primary objective of service producers and marketers is identical to that of

all markets, to develop and provide offering that satisfy consumer needs and

expectations, thereby ensuring their own economic survival. In other words,

service marketers need to be able to close the customer gap between

expectations and perceptions. To achieve this object, service prodders need to

understand how consumers choose and evaluating their services offerings.

Unfortunately, most of what knows about consumer evaluation processes

pertains specifically to goods. The assumption appears to be that services, if not

identical to goods, are at least similar enough in the consumer’s mind that they

are choosing and evaluate in the same manner. Means that satisfaction is he

customer’s evaluation of a choosing and evaluate of a product or service in term

of whether that product or service has met their needs and expectations. Failure

to meet needs and expectations is assumed to result in dissatisfaction with

product or service.

Satisfaction can also be related to other types of feelings, depending on

the particular context or type of service. It is also important to recognize that

although we tend to measure consumer satisfaction at a particular point in time

as if it were static, satisfaction is a dynamic moving target that may evolve over

time influenced by a variety of factors. Particularly when the service experience

takes place over time, satisfaction may be highly variable depending on which

point in the usage or experience cycle one is focusing on. Similarly, in the case of

very new service or a service not previously experienced, customer expectation

may be barely from at the point initial purchase; these expectation will solidify as

the process unfold and the consumer begins to form his or her perceptions.

Through the service cycle the consumer may have a variety of different

experiences- some good, and each will ultimately impact satisfaction.

Customer satisfaction is influenced by specific product or service

features and by perceptions of quality as suggested. Satisfaction so also

influenced by customer emotional responses, their attributions, and their

perceptions of equity. Product and service features customer satisfaction with a

product or service is influenced significantly by the customer evaluation of

product or service features. In conducting satisfaction studies, most firm ill

determine through some means (often focus groups ) what the important feature

and attributes are for their service and then measure perceptions of those feature

as well as overall service satisfaction.

Customer’s emotions can also affect their perceptions of satisfaction with

products and service. This emotion can be stable, pressing emotions. Specific

emotions may be induced by the consumption experience itself, influencing a

consumer’s satisfaction with the service. Attribution the perceived causes of

events influence perceptions of satisfaction as well. When they have been

surprised by an outcome (the service is either much better or much worse than

expected),

consumer tends to look for the reasons. And then assessments of the reasons

can influence their satisfaction.

Customer satisfaction is also influenced by the perceptions of equity and

fairness, in addition to product and service or service are offered in combination

with a physical product, service quality may be very critical in determining

customer’s satisfaction.

Reliability: Ability to perform promised service dependably and accurately

Assure employee’s knowledge and courtesy and their ability to inspire trust and

confidence.

Empathy caring individualized attention given to customers.

Tangibles: Appearance of physical facilities, equipment, personnel, and written

materials.

Responsiveness:

It is the willingness to help customers and to provide prompt service. Reliability is

defined as the ability to perform the promised service dependable and

accurately. In its broadest sense, reliability means that the company delivers on

its promise about delivery, service provisions, problems resolution and pricing.

Customer wants to do business with the companies that keep their promises,

particularly their promises about the service outcomes and core service

attributes.

Assurances are defined as employee’s knowledge and courtesy and

ability of the firm and its employee to inspire trust and confidence. This

dimension is likely to be particularly important for service that the customer

perceives as involving high risk and or about which the feel uncertain about their

ability to evaluate outcomes – for example banking, insurance, brokerage,

medical and legal service.

Empathy is defined as the caring, individualized attention the firm provides its

customers. The essence of the empathy is conveying, through personalized or

customer service, those customers are unique and special. Customers want to

feel understood by and important to firm that provides service to them.

Tangibles are defined as the appearance of physical facilities,

equipment, personnel and communication material. All of these provide physical

representation or image of the service that customer, particularly new customers,

will use to evaluate quality. Service industries that emphasize tangible in their

strategies include hospitality service where the customer visits the establishment

to receive the service, such as restaurant and hotels, retail stores, and

entertainment companies.

Responsiveness is the willingness to help customers and to provide

prompt service. This dimension emphasizes attentiveness and promptness in

dealing with customer requests, questions, complaints, and problems.

Responsiveness is communicated to customer by the length of time they have to

wait for assistance, answers to questions, or attentions to problems.

Responsiveness also captures the nation of flexibility and ability to customize the

service to customer needs.

Definition of Customer Service:

“Every interaction, on the part of every employee, which proves to your

customers that they made a good choice”.

Importance of Customer Satisfaction

Customer satisfaction is a marketing tool and a definite value added

benefit. Customers often perceive customer satisfaction as important as the

primary product or service your organization offers.

A Customer Satisfaction Mission Statement

Empowered team members who can make decisions and who take

personal responsibility to ensure customer satisfaction.

Four Steps to Ensure Customer Satisfaction

Always create a good first impression, in person and on the phone.

Communicate effectively (listen and ask questions) and give each

customer your full attention.

Handle each transaction fast, accurately, and professionally.

Thank each customer for the opportunity to serve them and make sure

they are completely satisfied.

Perception

As diverse individuals, we all tend to see the world in our own special ways.

Reality to an individual is merely that individual’s perception of what is

“out there” of what has taken place individual act and react on the basis of their

perceptions, not on the basis of objective reality. Thus, to the marketer,

consumer’s perceptions are much more important than their knowledge of

objective reality. For if one thinks about it, it’s not what actually so is. But

consumers think is so, that effects their actions, their buying habits, their leisure

habits, and so fourth and, because individual make decisions and take action

based on what they perceive to be reality, it is important that markets understand

the whole nation of perception and its related conception, so they can more

readily determine what factor influence consumers to buy.

Perception can be described as “how we see the world around us” two

individuals may be subject to the stimuli under the same apparent condition, but

how each person recognized them, selects them and interprets them is a highly

individual process based on each person’s own need, value and expectations.

Perception is defined as the process by whish an individual selects, organized

and interprets stimuli into a meaningful and coherent picture of the world. A

stimulus is any unit of input to any of the senses. Example of stimuli (i.e. sensory

input) include products, packages brand manes, advertisement, and

commercials. Sensory reporters are the human ages (the eyes, noses, mouth

and skin) that receive sensory inputs. Their sensory functions are to see, hear,

smell, test, or feel. All of these functions are called into play either singly or in

combination in the evaluation and us of most consumer products.

PERCEPTUAL MAPPING

Beginning very recently, of the knowledge in perception from the field of

psychology has been applied rather ingeniously to marketing problems by the

use of complex computer technology. Only stuffier first introduced the technique

to marketing with the claim that it can estimate the share of consumer choices

that a new brand will estimate the patterns of substitution and competition that

will exist after the new brand is introduced.

The psychological logic behind the methodology is quite simple and yet

very powerful “an individuals will he have toward a new thing as being to “ in

other words, as a new product or brand is introduced, the consumer will perceive

it as being either similar or dissimilar to their exiting brands on several

dimensions. Since products may be perceived to vary on several dimensions and

in fact, the consumers may not be consciously aware of the dimensions or the

interactions

scaling have been both to identify the perceptual maps of consumer as well as to

help in identifying and labeling the dimension.

The computer programs will provide the geometric distance between

brands in several dimensional spaces. It is then up to the researcher to place

labels on the variables. In the figure the researcher chose to name his

dimensions “popular price – high quality” and “light – heavy.” If these data are

accurate, we can assume that brand X will complete with Schlitz and Budweiser

and have much less competitive effect on blats and miller.

The method is useful not for new product opportunities but can be most

useful for product and promotion strategies. It can help the seller determine

whether consumers have a similar or dispersed image of his brand, aid him in

knowing what the image of his brand is and indicate how he may go about

changing it if he wishes.

Need To Study customer satisfaction.

AS customer, we benefit from insights into our satisfaction -related

decision: what, why, buy and the promotion that influences us to buy .Thus the

study of costumer’s satisfaction enables us to become wise customers.

As marketers and marketers, it is important for us to know why and how

individuals make their consumption decisions, so that we can make better

strategic marketing decisions .If marketers understand customer behavior they

are likely to react to various informational cues and are able to shape their

strategies

As students of marketing, We are concerned with understanding behavior with

gaining insights into why individuals act in certain consumption related ways

This research was done to know how people receive, store and satisfy related

information so that research could decode marketing strategies to influence

customer satisfaction .Customer research takes place at every phase of the

consumption process-before the purchase, during the purchase, after the

purchase

Industry Profile

As technology continues to advance the methods available to protect a home or

business, the electronic security industry is reporting an increase in both

revenues and consumer demand.

"I think growth is driving technology,'' said Alan H. Gillmore IV, sales manager

with Oakwood Village-based Gillmore Security Systems Inc., which offers both

residential and commercial systems. "A new demographic is driving the process.''

Mr. Gillmore said the greatest increase in business for Gillmore Security, a third-

generation family business with 40 full-time employees, has been on the

commercial side, which includes the installation of burglary and fire alarms,

access control, digital video and monitoring for equipment failure.

With an 8.3% growth rate since 2000 in its commercial sector, Gillmore Security's

experience mirrors what's being reported industrywide.

In 2005, 30% of security installations were for residential customers, 48% for

commercial and 22% for large industrial, according to information from the Irving,

Texas-based National Burglar & Fire Alarm Association.

Merlin Guilbeau, the association's executive director, said revenues for the

electronic security market grew from $13.1 billion in 1996 to $23.8 billion in 2005.

Driving change

From heat sensors to motion detectors and medical alarms, the industry is an

ever-changing one that is fueled by both consumer needs and changing

regulations.

Some of the newest technologies on the market, according to Mr. Gillmore,

include the use of digital video recorders and Internet monitoring.

And since 9/11, another focus of the electronic securities industry has been on

controlling access to certain sites or areas within a business or organization, Mr.

Gillmore said.

As such, greater use of biometric access technologies - such as thumbprint and

retinal readers - may be on the horizon.

"It's still a very new technology,'' Mr. Gillmore said. "You'll see that play a greater

part in access control in the future.''

Samantha Tekaucic, vice president of operations for Gemini Electronic Systems

Inc. in Parma, said government rules also can dictate upgrades within the

industry.

For example, as of Feb. 18, 2008, cellular licensees no longer will have to

provide an analog network in addition to a digital network, according...

This study analyzes the US market for electronic security systems. It presents

historical demand data (1997, 2002, 2007) and forecasts for 2012 and 2017 by

type (e.g., alarms, access controls, closed circuit television, contraband

detection, electronic article surveillance, automotive security); and market (e.g.,

trade and distribution, government and institutional, industrial, financial, air

transport). The study also considers market environment factors, evaluates

company market share and profiles leading competitors. This 390 page study

has been published and is available for purchase.

 Many prominent economists and lawmakers feel that the unprecedented $ 700

billion financial rescue plan that was signed into law Friday isn’t a cure-all for the

ailing American economy. Some feel that too much damage has already been

done and that the governments offer to buy up bad dept and unwanted assets

will not spur any real growth in the economy for many years.

As the treasury department prepares to purchase the first round of assets from

troubled lending institutions, the economic outlook is disturbing. The Bureau of

Labor Statistics reported that employers cut 159,000 jobs in September and that

so far this year the economy has dumped more than 760,000 jobs.

As a business owner I have found myself asking the same nagging question as

most Americans. What does the threat of a long term economic downturn mean

to me and my business?

If there is one thing that my experience over the last 23 years in the security

industry has taught me is that as long as there are immoral and unethical

criminals; people will have a need to protect their personal property and assets.

Does this make the security industry recession proof?

The electronic security industry as a whole has been growing steadily at about 7

percent annually since 1996. When I speak of the electronic security industry, I

am referring to the business of protecting personal property and assets. A rather

broad stroke which encompasses the hundreds of thousands of people and

companies involved in the manufacturing, distribution, marketing and installation

of electronic security devices.

The growth in the security industry has been fueled by many factors including;

crime, terrorism and perceived threats; economic growth and expansion; new

innovations in security technology.

First let’s talk about crime, terrorism and perceived threats. The security industry

has continued to grow despite the fact that property crimes, especially burglary

and theft have been steadily declining since 1975.

How is this possible? Many factors have contributed to a society that lives in a

constant state of fear from crime, terrorism and other perceived threats to our

survival. The main contributing factors are the speed of communications which

allow instant notifications of terrible events from across the globe and a media

that sensationalizes news events with shocking headlines and fear inducing

reporting. I don’t see this changing anytime soon.

Now how about economic growth and expansion? When a new building is built,

wealth is created and distributed throughout the economy. The plumber makes

money as do the framer, the mason and the security contractor. Contractors of all

trades buy supplies, pay wages and hopefully make a profit. When the new

building is completed, it should be worth more than the total cost to build it even

though many people profited from its construction. At least that is what the banks

are betting on.

The government understands that construction is a fundamental building block of

economic expansion. Hence the bailout plan, which is primarily designed to take

some of the risk out of lending money so that banks and financial institutions will

continue to invest in new construction projects.

Until home prices across the country settle down and lending requirements

loosen up a little, I fear that growth and expansion in this market segment will be

a little stagnant for the next few years.

The third factor that has contributed to the overall consistent growth in the

security industry has been new innovations in technology. The world is changing

quickly and new ground breaking security products are being designed, released

and updated at an unprecedented rate.

Technology is moving so quickly that entire market segments are being created

and destroyed virtually overnight. Just as cell phones shattered the pager and

pay phone industries, innovative new products in video surveillance and access

control systems promise to change the way people think and feel about security.

By weighing the factors that have contributed to the phenomenal growth of the

electronic security industry over the last decade, I have come to the conclusion

that the industry as a whole is recession resistant, but not entirely recession

proof.

I feel that the national media’s propensity to sensationalize crime and to use fear

to sell newspapers coupled with the release of many innovative new products will

balance out any losses in market expansion due to a shrinking economy. Let’s

just hope I am right!

While you state that the security industry as a whole may be recession resistant,

the failing economy could actually provide a short term, albeit somewhat delayed,

boon for companies that are involved in security. It only makes sense that as

economic pressures filter down to the middle and lower classes, crime will

increase. As people and businesses engage in their own belt tightening the

choice to install security cameras and DVR equipment to protect the assets they

already have makes more sense. Spending dimes to protect and save dollars will

look increasingly attractive to homeowners and small to medium sized business

owners everywhere. The internet makes it easy to spec and buy affordable, easy

to install, do it yourself security camera systems. Be sure to buy from a long

standing reputable company that offers free tech support and help with

installation. There are a few that stand above the rest such as

http://www.ezwatch-security-cameras.com and http://www.security-kits.com. Both

offer a full line of EZWATCH products which have come to symbolize the feature

filled yet easy to install systems that customers are looking for. I love mine.

       In a business environment where many companies are satisfied with selling a system

and moving on to the next sales, we take pride in providing first rate service after the

sale. We understand the importance of service when you need it and maintain a staff of

certified field and bench technicians to provide the best response available.

Our fully staffed shop is qualified as a Warranty Repair facility by several of our major

suppliers and has the capability of repairing components to the board level. In most cases

this eliminates sending equipment to the manufacturer for repairs and translates to less

system downtime and faster response to your needs.

   

    We believe that continued training for our staff relates to better product quality and

service response. We spend a great deal of time and expense providing our entire group

of Team Members with the latest in product specific, and other training from a variety of

sources both in and outside the security industry

2. Research design:

At present the Indian security electronics has growing market in the world

basically in the customer segment. It is due to government in the early 1990’s,

with the present growth in the economy, there has been a considerable

increase in the disposable incomes of the Indian customers. This in turn leads

to higher spending as the expectation of better comfort in terms of anything

like electronic security.

Taking the advantage of liberalization program, a number of world electronic

security makers have jumped into the electronic security tools of Indian security

industry as it has become one of the most prominent areas of the growth in the

electronic security sector.

These tools makers started giving the competition with the Indian car

manufacturers by innovating new ideas and introducing with the Indian

electronic security tools by innovating new ideas and introducing new features

towards their products which are offered to customers, not only through the

product but also with after sales service offered by their service centers. The

products with international standards.

2.1 Title of Project: Customers of Satisfaction

2.2 Statement of the problem:

Problem identified is to understand the needs and wants associated

with customer towards buying electronic security introduced into the market.

The topic of the study is Marketing Analysis of Customer Satisfaction

towards ELID electronic security.

2.3Objectives of the Study

1. To assesses the satisfaction level of the customers towards the company’s product.

2. To determine customers response towards Elid Electronics Security products.

3. To understand the sales volume of Elid Electronics Security products.

4. To know the customer preferences towards Elid Electronics Security products.

5. To know satisfaction level towards Elid Electronics Security products

6. To find out the problems faced by the customers.

7. To suggest different possible ways and means for the problems enhanced by the customers and improve the relation between he customers and company.

2.4. Scope of the Study

This project is done to study the distribution channel to analyze the sales.

The survey covers 50 responds of the basis of convenience sampling.

The survey is conducted to know the opinion, views, expectations and

satisfaction level of the distributors & sellers towards the company.

Efforts have been put forward to see the final result of the work, which

becomes a valuable one.

2.5 Review of the literature:

Literature from marketing background was reviewed in order to collect

information suitable to the study. Certain concepts and definition regarding

marketing were collect from the Marketing books of Phillip kotler and other

authors. The literature regarding the profile of the organization was reviewed

from the Elid Electronics Security Brochure.

2.6 Methodology of data collection

There are two basic data collection approaches in marketing research:

(a) Primary data

(b) secondary data

(I) Sources of Data

There are two types of data. They are primary and secondary. The marketing

researcher has to decide whether he has to collect primary or secondary

data.

This study was based on both primary and secondary data.

Primary Data

The primary data were collected only in the field survey by meeting the

respondents personally and getting information through a questionnaire.

Secondary Data

Secondary data were collected from the company broachers, fact sheets,

report copies, websites.

2.7 Sample Design

Sample design plays a very important role in the research project. Without a

sound sampling plan and a suitable sample size, data will be collected from

neither proper respondents nor the appropriate number of them.

Sample unit

The sampling unit is the basic unit containing the representative elements of

the population to be sampled.

The particular survey was conducted on all kinds of respondents. In general

the sampling unit was determined so that everyone in the target population

has equal chance of being selected.

2.8 Limitation of Study:

As all research study is bounded by certain limitations, this study also has some

limitations which are as follows:

The study was conducted only in a specific area of the Bangalore

Due to lack of time, researcher has been unable to cover the entire

distribution and thus the finding of the study may certain only to the

areas covered by the researcher.

The study is conducted from the customer’s point of view.

This research is time bound. The result of this study may not be

applicable over period of time.

This study was restricted to the specific Customers of the Bangalore

city.

Company profile:

In particular, ELID is well known for supplying Access Control Systems, Time

Attendance Systems and Integrated Security Management Systems. ELID is one

of the largest suppliers of Time Recording Terminals in SE Asia. In 1997 ELID

introduced its first Client and Server based Integrated Security Management

System, Es of NET. There are now hundreds of Es of NET Systems running all

over the world and it is one of the most popular Integrated Security Management

System packages in South East Asia. In 2000, ELID introduced its latest

Integrated Security Management System, MATRIX which supports up to 8000

doors and over 100,000 input and output points. Matrix uses the EL5000

Controller, the latest ELID product, which is a network ready, multi purpose

controller that can directly plug into any standard TCP and IP Local and Wide

Area Network and allows the direct network connection of Reader Controller

hardware.

ELID is a reputable leading manufacturer of state-of-the-art

Electronic Identification Systems in South East Asia.

ELID is an acronym for Electronic Identification.

ELID's vision is to be a world-renowned manufacturer of

Electronic Identification Systems.

In particular, ELID is well known for supplying Access Control Systems, Time

Attendance Systems and Integrated Security Management Systems. ELID is one

of the largest suppliers of Time Recording Terminals in SE Asia.

In 1997, ELID introduced its first Client/Server-based Integrated Security

Management System, EsofNET.

There are now hundreds of EsofNET Systems running all over the world, and it is

one of the most popular Integrated Security Management System packages in

South East Asia.   In 2000, ELID introduced its latest Integrated Security

Management System, "MATRIX", which supports up to 8000 doors & over

100,000 input/output points. Matrix uses the EL5000 Controller, the latest ELID

product, which is a network-ready, multi-purpose controller that can directly plug

into any standard TCP/IP Local/Wide Area Network and allows the direct network

connection of Reader Controller hardware.   No access system is complete

without readers, and ELID takes pride in providing one of the widest ranges of

readers in the security industry, many of which are directly manufactured by

ELID. ELID supplies Magnetic Readers, Bar Code Readers, RFID/Proximity

Readers, Contact/Contactless Smart Card Readers, and Biometric Finger-Scan

Readers. And this list will continue to grow as technology advances.

Vision: our vision is to be a world renowned manufacturer of Electronic

Identification Systems.

Our mission is to create original, innovative and superior products at affordable

prices and provide genuine customer satisfaction as well as to contribute to the

well-being of society.

We believe that our greatest asset is our people. Our people are behind our

growth and success. No matter how much capital, technology and equipment we

boast, it is bound to fail if human resources are not developed. Therefore we

strive to Make People Before Making Products, and we are committed to bring

out the best in people through comprehensive and systematic human resource

development programs.

We will constantly challenge ourselves to be a God-fearing, moral and ethical

Company, whose employees are honest and trustworthy, and uphold high ethical

standards in all their dealings.

ELID was established on Sept 9, 1989 in Kuala Lumpur, Malaysia. The initial 3

partners that formed the core of the company had already between them many

years of experience in the Security Industry. They decided to choose access

control as their area of specialization.

  By February 1990, our first product - a single door access controller, together

with magnetic reader and a DOS-based PC software was introduced into the

market. The controller used a relatively unknown. Microprocessor chip introduced

by Motorola at that time - the MC6HC11, as the main CPU. The product came to

be known in the market place as EL2000, and it became a best seller in a

number of South East Asian Countries.

  EL2000 established the reputation of ELID, and in the years following, many

other equipment for lift control, car park control, time attendance etc were

introduced into the market as ELID adopted the "One Card Solution" strategy -

seeking to provide a single source for customers to obtain all their card-related

solutions.   Marketing into Singapore, Thailand, Indonesia, Philippines, Hong

Kong, China, and other Asian Countries was thereafter aggressively pursued

through sole distributors, one for each country. Most of the distributors

established from the early nineties are still with ELID and actively involved in the

Identification business, thus providing long-term stability to the customers they

serve

Company Turn Over

FACT FILE

Nature of Business : Manufacturer

Year of

Establishment

: 1989

Turnover : US$ 10-25 Million (or

Rs. 40-100 Crores

Approx.)

Organization Structure

Door Access Controller  

EL360 EL370 EL1300 EL1330 EL2200 EL2800

 

         

EL2300          

           Product profile

Company Branches:

OnTime EasyTime Chronos E.Time OnTime Plus

         

ELID Security Electronics Private Limited

74&75, 1st floor, 3rd cross, 24th Main RoadII Phase, JP Nagar, Bangalore - 560078 India.Tel : 91 80 2649 1434 /

91 80 2649 1435 Fax : 91 80 2649 1436Email : srinathpuranik@elid.com

ELID Security Electronic Private Limited

19/145, Ground Floor, Government Housing Scheme, Old Anand Nagar, Off Nehru Road , Santa Cruz (East), Mumbai- 400055 Tel: 91 22 2669 1833Fax : 912226691834

Competitors:

Digital India security product pvt ltd

Parasnath electronics pvt ltd

Proximity electronics pvt ltd, etc

Future Planning;

To active more sales & distributions.

Introduce new products.

Implementing vision 2010 with the help of managements..

Extend the plant with the help of managements.

Increasing the plant capacity

And also increase the number of branches.

4. Analysis and interpretation:

Introduction:

This is an attempt to organize and summarize data in order to increase the

results usefully in such a manner that enables the researcher to relate critical

points with the study objectives. Some times this organizing and summarizing of

data requires the use marketing data are collected through the use of sample;

the reliability of summary estimates is required to be determined.

Use fullness:

The advantages of diagrammatic representation of data are that diagrams and

charts are attractive to common people. Common people in general avoid

figures, but always search for pictures and diagrams save much valuable time,

which would be lost in gasping the significance of numerical data.

Diagrammatic representation:

Data may also be represented in from of a surface figure or graph.

Types of graph:

Here should use the pie chart, bar chart &other graphical charts.

Three-dimensional diagram: cube, cylinder or blocks whose volumes are made

proportional to a given figure

Inference:

The results obtained after analyzing were interpreted. This mainly helps in

extracting the cream from the information gathered providing suggestions to the

company .inference was made from the calculated values performed on the data.

1. Do you know about our company?

ANSWERS NO OF RESPONDENT

PERCENTAGE

YES 35 70

NO 15 30

TOTAL 50 100

ANALYSIS: From the above research table it is understood that

70% of the respondents told YES to know about our company

While 30% say do not

INTERPRETATION:

It is clear that most of the customer know about our “ELID” company

GRAPH.1

2. How do you treat our company products by comparing other company products?

ANSWERS NO OF RESPONDENT

PERCENTAGE

VERY GOOD 08 16

GOOD 19 38

SATISFIED 15 30

NON SATISFIED 09 18

TOTAL 50 100

ANALYSIS: From the above research table it is understood that 16% of the

respondents told very good, 38% are told good, 30% are told satisfied,18% are

told not satisfied.

INTERPRETATION: according to above analysis we get a result that, the most

people are satisfied and they feel good comparing other company products.

GRAPH.2

3 Do you know how to use our company products?

ANSWERS NO OF RESPONDENT

PERCENTAGE

YES 42 84

NO 08 16

TOTAL 50 100

ANALYSIS: From the above research table it is understood that

84% of the respondents told YES to know about how to using of our company

Products 16% told NO.

INTERPRETATION: according to this analysis the most of customers are know

very well about how to use our company products.

GRAPH.3

4. Do you face any problem while using our company products?

ANSWERS NO OF RESPONDENT

PERCENTAGE

YES 10 20

NO 40 80

TOTAL 50 100

ANALYSIS: From the above research table it is understood that 20% of the

respondents told YES and 80% told NO.

INTERPRETATION: according to this survey we founded that most of our

customers opinions maximum people will not face any problem while using

our company products.

GRAPH.4

5 How do you feel about our service?

ANSWERS NO OF RESPONDENT

PERCENTAGE

EXCELLENT 08 16

VERY GOOD 22 44

GOOD 15 30

NON SATISFIED 05 10

TOTAL 50 100

ANALYSIS: From the above research table it is understood that 16% of the

respondents told excellent, 44% are told very good, 30% are told good, 10% are

told not satisfied.

INTERPRETATION: from the above analysis shows that service of our products

is satisfied most of all customers, and they feel happy with that.

GRAPH.5

6. Whether you got proper information about our company product before purchasing?

ANSWERS NO OF RESPONDENT

PERCENTAGE

YES 39 78

NO 11 22

TOTAL 50 100

ANALYSIS: From the above research table it is understood that 78% of the

respondents told YES and 22% told NO.

INTERPRETATION: from the above analysis shows that customers will get

maximum information about our products while purchasing and they are satisfied

with that.

GRAPH.6

7. Are you satisfied with our company products?

ANSWERS NO OF RESPONDENT

PERCENTAGE

YES 40 80

NO 10 20

TOTAL 50 100

ANALYSIS: From the above research table it is understood that 80% of the

respondents told YES and 20% told NO

INTERPRETATION: from above analysis tell us that the customers are highly

satisfied with our company products and service.

GRAPH.7

8 How do you know about our products?

ANSWERS NO OF RESPONDENT

PERCENTAGE

NEWS PAPERS

25 50

WEB SITE 15 30

OTHER SOURCE

10 20

TOTAL 50 100

ANALYSIS: From the above research table it is understood that 50% of the

respondents told news paper, 30% are told web site, 30% are told other source.

INTERPRETATION: from above analysis tell us that the customers are get

information of products from news paper, website, others. It shows the

advertisement of our company products, which will influence to buy our products.

GRAPH.8

9 Which are the most attractive features in our brand?

ANSWERS NO OF RESPONDENT

PERCENTAGE

QUALITY 12 24

DESIGN 22 44

PRICE 10 20

OTHERS 06 12

TOTAL 50 100

ANALYSIS: From the above research table it is understood that 24% of the

respondents told quality, 44% are told design, 20% are told price and 12% are

told other source.

INTERPRETATION: from the above analysis shows that customers are highly

attracted with product quality and design.

GRAPH.9

10. How do you prefer our brand compare to our competitors?

ANSWERS NO OF RESPONDENT

PERCENTAGE

PRICE 08 16

DESIGNE 20 40

SERVICE 15 30

QUALITY 07 14

TOTAL 50 100

ANALYSIS: From the above research table it is understood that 14% of the

respondents told quality, 40% are told design, 16% are told price and 30% are

told service.

INTERPRETATION: according to above analysis customers prefer that service

and design is most satisfy them, compare to competitors.

GRAPH.10

5. Findings, Suggestions and Conclusions

Findings:

1) The survey conducted has indicated that majority of the customers

purchase door access control.

2) According to the survey it is found that almost all the customers prefer to

purchase door access control, rather than time attendance management

software because of storage convenience.

3) From the survey it is found that costumers have given moderate preference

towards “ELID” brand rather than other brand when compared.

4) From the survey it was observed that customers purchase “ELID” product

because of availability, brand name.

5) Survey has indicated that customers have given highest preference to price,

quality, delivery, advertisement and goodwill.

6) According to the survey it was found that “ELID” electronic security products

are having preference from all type of customers.

7) Thus from study it was found that customers were very much satisfied by

ELID PRODUCTS.

Suggestions:

1) Company should give more advertisement about product.

2) Company should produce high quality products for customers.

3) Company should think of improving the quality of time recording terminals.

4) Company can create awareness by concentrating on point of purchase

(P.O.P) materials and advertising in local media.

5) Company should think and produce the products according to the

preference of customers.

6) Company should do survey, for understanding different category peoples.

7) The company should give competitive price to the customers.

8) The company should give festival offer, discount to the customers.

Conclusion:

Since market has large number of competitors like DIGITAL INDIA

SECURITY PRODUCTS PVT LTD, PROXIMITY, PARASNATH ELECTRONICS

PVT LTD, etc., it is necessary for company to gain substantial market share,

which calls for marketing strategy, which includes advertising, distribution and

thus gaining competitive edge in the market field.

The company has maintaining present status, so I have to given some

suggestions to company those suggestions able to success. They are given to

meaningful co-operation.

Company have a high compitetors in the marketing so company should think

about the cost and quality difference .then they have to produce high quality

product for the perfect customer satisfaction.

Bibliography:

Reference Books

SLNO BOOKS AUTHOR PUBLICATION

1 Research methodology

C.R.Kothari New Age International

2 Principles of marketing

Philip KotlerP.Subba Rao

McGraw and hill

publications.

3 Practical statistics Guptha

OTHERS Company Broachers Business Magazines

WEBSITE

www.Elid.com

http://www.Elid security electronic pvt.ltd

Annexure: QUESTIONNAIRE

I am Laxmikanth.s studying in IV semester MBA in LORVEN COLLEGE OF

SCIENCE AND MANAGEMENT CHANDAPUR, BANGLORE. Doing a survey

on “CUSTOMER SATISFACTION”. At ELID ELECTRONIC SECURITY PVT

LTD., Bangalore. So I request you to fill this questionnaire. Your opinion will be

kept confidential and will not be disclosed to anybody, and is used for academic

purpose only.

Name of customer: -----------------------------------------------------

-----------------------------------------------------

AREA: -----------------------------------------------------

1. Do you know about our company?

YES NO

2. How do you treat our company products by comparing other company products?

VERY GOOD GOOD

SATISFACTORY NON SATISFACTORY

3 Do you know how to use our company products?

YES NO

4. Do you face any problem while using our company products? YES NO

5 How do you feel about our service? EXCELLENT VERY GOOD

GOOD BAD

6. Whether you got proper information about our company product before purchasing?

YES NO

7. Are you satisfied with our company products?

YES NO

8 How do you know about our products?

NEWSPAPER TV OTHERS

9 Which are the most attractive features in our brand?

QUALITY DESIGN

PRICE OTHERS

10. How do you prefer our brand compare to our competitors?

PRICE DESIGN

SERVICE QUALITY