SAMVAD: International Journal of Management

R. S. Rai ¹, Bhuvan Gosain ², Anurag Dugar ³

Affiliations
1 Department of Decision Sciences and Operations Management, Amity Business School, Noida, IN
2 Business Development Associate Vinculum Solutions Pvt. Ltd, Noida, IN
3 Symbiosis Institute of Business Management, Pune, IN

Abstract

The Indian electrical equipment industry is one of the most flourishing and extremely diversified sectors. This sector has been growing at a rapid pace during the last few years with the invention of innovative technologies and an ever increasing customer inclination towards more sophisticated and safe electrical products.

Havells India Ltd. is one of India's leading retail lighting equipment manufacturers and owns some of the most prestigious brands with the aim of providing the best lighting solutions throughout the country.

This project consists of a detailed study undertaken to understand the perception of customers towards Havells' lighting products. Also included in the study is the comparative analysis of perception of customers towards the products of Havells competitors, namely Philips and Wipro.

For the purpose of the research, a questionnaire has been constructed for capturing the perception of customers towards Havells lighting products and the products of its competitors. The collected data has been analyzed using various statistical tools and a perception map has been plotted.

The findings indicate that customers perceive Havells lighting products to be of high quality and provide excellent after sales service. On the other hand, customers rate Philips products high in terms of price and availability. Wipro lighting products are not rated high in any of the attributes.

The conclusion drawn from the study was that Havells need to shift its focus towards the dealers&consultants to ensure long - term sustainability and launch major advertisement campaigns to promote its lighting products. Also it should fine tune its distribution system to avoid delays in availability and delivery.

Keywords

Consumer Perception, Perceptual Mapping, Electrical Equipments.

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