study of consumer behavior & market segmentation

7/31/2019 Study of Consumer Behavior & Market Segmentation

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C.O.E.M. MBA Pune-28 Page 1

CHAPTER-1

INTRODUCTION

1.1 About Research work

This project work is a research work and is about to identify consumer

behavior and market segmentation for Different IT products with respect to Fazar

InfoTech Pvt. ltd. This is a small survey of industries in pune area. The project is

based on a primary data method and it consists of 100 samples in the pune city. The

objective of the work is to identify a consumer buying behavior and different basesfor Fazar InfoTech. Fazar InfoTech is basically into website development and

customize software development. And this is a survey to identify a consumer buying

behavior and different bases for Fazar InfoTech.

1.2Definitions of consumer behavior

The process by which individuals search for, select, purchase, use, and

dispose of goods and services, in satisfaction of their needs and wants. See also

consumer decision making.

Consumer behavior refers to the actions and decision processes of

people who purchase goods and services personal consumption.

Consumer behavior means the activities and the actions of people and

organization that purchase and use economic goods and services including the

influence on these activities and actions.

All of us are consumers. We consume things of daily use, we also

consume and buy these products according to our needs, preferences and buying

power. These can be consumable goods, durable goods, specialty goods or, industrial

goods. What we buy, how we buy, where and when we buy, in how much quantity we

buy depends on our perception, self concept, social and cultural background and our

age and family cycle, our attitudes, beliefs values, motivation, personality, social class

and many other factors that are both internal and external to us. While buying, we also

consider whether to buy or not to buy and, from which source or seller to buy. In
http://www.businessdictionary.com/definition/process.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/search.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/consumer-decision-making.htmlhttp://www.businessdictionary.com/definition/consumer-decision-making.htmlhttp://www.businessdictionary.com/definition/consumer-decision-making.htmlhttp://www.businessdictionary.com/definition/want.htmlhttp://www.businessdictionary.com/definition/need.htmlhttp://www.businessdictionary.com/definition/satisfaction.htmlhttp://www.businessdictionary.com/definition/services.htmlhttp://www.businessdictionary.com/definition/goods.htmlhttp://www.businessdictionary.com/definition/purchase.htmlhttp://www.businessdictionary.com/definition/SELECT.htmlhttp://www.businessdictionary.com/definition/search.htmlhttp://www.businessdictionary.com/definition/individual.htmlhttp://www.businessdictionary.com/definition/process.html


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some societies there is a lot of affluence and, these societies can afford to buy in

greater quantities and at shorter intervals. In poor societies, the consumer can barely

meet his barest needs.

The marketers therefore try to understand the needs of different

consumers and having understood his different behaviors which require an in-depth

study of their internal and external environment, they formulate their plans for

marketing.

A market is all potential customers for a product or service. To be

successful, a marketing program must find the means to satisfy the needs of a

significant number of customers. It must also generate profits for the company. Animportant characteristic of successful marketing program is a well defined target

market for the companys products.

A target market is the group of customers that a company seeks to

satisfy through its marketing program. In determining the target market for its

products, a company seeks groups of customers whose needs are not currently being

met by the products that are already available. These customers are potential buyers of

the firms products.

In order to find a group of customers whose meets are not being met, a

business will conduct research. If a group of potential buyers is large enough to give

the company a good chance of making profits, then a marketing program can be

developed that caters to their need.

A company can serve many different target markets, but separate

marketing programs must be designed for each one. Customer needs vary from one

market segment to another.


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CHAPTER-2

COMPANY PROFILE

2.1Company Profile

FAZAR InfoTech Pvt. Ltd. is an emerging IT consulting company

providing an end-to-end e-business solutions and software development services,

which combines cutting-edge technology with keen business acumen to deliver high

quality, "innovative Web solutions and business process automation tools for global

enterprises. Our primary focus is to provide affordable software solutions for our

clientele with an edge of technological advancement and change driven ideology.

FAZAR InfoTech has consulting practice and service oriented delivery with

experienced IT professionals in Software Engineering, Business process

transformation, software quality assurance, Off-the-shelf technology solutions on a

case by case basis to satisfy specific requirements of our clients. FAZAR Infotech is a

leading software development company in India providing Offshore Software

Development Services & solutions with services such as outsourcing software

development in India. We leverage our proven expertise in developing technology to

drive business efficiency and productivity to satisfy customers increasingly

demanding requirement to improve operational efficiency, higher employee

productivity, faster go-to market, and maximized customer satisfaction

FAZAR Infotech Pvt. Ltd. specializes in Specialize in Offshore

Website Designing, Software Development, Web Promotion, Graphic Designing,

Multimedia Flash Development and SEO Services. We have Skilled IT Professionals

who constantly worked for the IT Projects and furnish exceptional results within time

bound. FAZAR is committed to our partners (client) to all kinds of thin and thick

solution to clients from individual needs to, firm, and to corporate enterprise necessity

and as a result we welcome you with both hands if you want to hire us. Our custom-

built business solutions help clients improve their reliability, speed, and agility

enabling them to achieve sustainable advantages over their competitors.


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2.2Mission & Vision

Mission :

To provide utmost technology services to customers to get the most

from their investment intechnology deriving optimal performance during its life cycle

and to make our customer delighted.

Vision :

To become the most reputed and trusted Software Consultancy &

Internet marketing company, through unique, custom-tailored services, matching our

client's requirement, in order to expand the business of both of our clients and of

ourselves.

2.3 Products of Company

Complete Web Solution E-Commerce Application Development Website Designing Web Development Domain Registration SEO (Search Engine Optimization) Multimedia Design and Development Client Server Application Development Website Consultation/Strategic Development Content Management/Copywriting Logo & Corporate Identity Design Architectural Visualization 2D, 3D, Flash Animation Web Hosting

Graphic Design


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Online Marketing Site Maintenance Website Analysis

2.4 Organizational Structure

Company Director / MD

Marketing

Department

HR

Department

Development

Department

Account

Department

Head

Accountant

Ass.

Accountant

Head HR

Relationship

Manager

Software

Developer

Website

Developer

Testing

Department

Marketing

Head

Business

DevelopmentManager

Marketing

Executive /

Management

Trainee


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2.5 SWOT Analysis of Fazar Infotech Pvt. Ltd.

Threats

Entry of new entrant,

increasing software

Opportunity

Changing customer

Preference, increasing

demand of Internet

marketin

Weakness

Market is B2B only

Strength

Low cost, High

Quality, Fast Service

provider.


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CHAPTER-3

OBJECTIVES AND SCOPE OF THE STUDY

3.1 Objectives

To know what influence people to buy particular brand.

Understanding the concept of Consumer Behavior.

To design Marketing strategies for Fazar Infotech Pvt. Ltd.

To create awareness about different IT products.

The objective of this project is to find out which steps Fazar Infotech Pvt. Ltd.Need to adapt for market segmentation of IT products like as website,

customized software.

3.2 Scope

The IT industry has great scope for people as it provides employment to

technical and non technical graduates and has the capability to generate huge foreign

exchange inflow for India. India exports softwares and services to approximately 95

countries in the world. By outsourcing to India, many countries get benefits in terms

of labor costs and business processes. Also, the Indian companies are broadening the

range of services being provided to the customers, which is resulting in more off

shoring. Talent acquisition, development and retention initiatives taken by the

companies have brought down the employee attrition rates, thereby providing more

stability to the employees and increasing their job commitment.

Many financial institutions are providing funds for the expansion of IT

and IT's businesses.

In order to support IT industries, the Indian Government is also taking

many steps.


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ForEx.

The Govt. has provided incentives including tax holiday up to 2010 andcompetitive duty structures.

The Govt. is trying to reduce the international communication cost. It is providing infrastructure support through organizations such as software

technology parks.

All these factors collectively create a number of opportunities in the IT

sector.


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CHAPTER-4

RESEARCH METHODOLOGY

4.1 Introduction

Research is an art of scientific investigation or enquiry through search

for new facts in any branch of knowledge. It is a moment from know to unknown.

Research always starts with question or a Problem. Its purpose is to find answers to questions to through the application of the

scientific method.

It is a systematic and intensive study directed towards a more completeknowledge of the subject studied.

As marketing research does not address itself to basic or fundamental

question, it does not qualify as basic research on the contrary it tackles problems

which seem to have immediate commercial potential. In view of the major

consideration marketing research should be regarded as applied research. We may

also say that marketing research is of both types problem solving and problem

oriented.

Marketing Research is as systematic and objective study of the

problems pertaining to the marketing of the goods and services. It may be emphasized

that it is not restricted to any particulars area of marketing but is applied to all the

phases and aspects.

4.2 Data to be collected

Data includes Facts and Figures, which are required to be collected

to achieve the objectives of the project. In order to study of consumer behavior

determine market segmentation of FAZAR Infotech Pvt. Ltd. The information

required is being collected by following


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4.2.1 Primary Data

The data is being collected for the first time or to fulfill the

objectives of the project is known as primary data. These types of data were.

1. Through questionnaire and interviews2. Target market of FAZAR Infotech Pvt. Ltd.3. Market segmentation of targeted market.(Pune City)4. Problem areas of FAZAR Infotech Pvt. Ltd. as per response of targeted

customers and their suggestions.

The above primary data were collected through interviewing the

clients by help of questionnaire.

4.2.2 Secondary Data

Secondary data means existing data, already assembled and need

not to be collected from outside. These includes

1. Company Profile2. Product Profile3. Competitors Profile

The above data were collected through Internet, Product details.

4.3Data Collection Method

For given Project the primary data is required and these type of data

are collected through Survey technique, which is the most popular and effective

technique for correct data collection. The survey was completed by conducting

questionnaire on various clients.


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4.4 Sampling

Sample is the small group taken under consideration from the total

group. This small group represents the total group. In the project, clients in the Pune

City like industries, hospitals etc. were studied by conducting questionnaire. I keep

my sample size restricted to 100 due to time factor for this project.

4.5 Data Evaluation

The data so collected were not simply accepted because it contained

unnecessary information and over or under emphasized facts. Thus, only relevant data

were included in the report, which helped in achieving the objectives of the Project.

4.6 Limitations

This survey report is also not free from limitations as usual. However

the absence of such limitation would have improved the quality of report as given.

Limited time period restricted to go in for more details the period was veryshort to survey such a large area.

Many respondents were not interested to give the required time for thediscussion.

Respondents sometimes act artificially when know their information is noteddown.

There was only some certain hours in a day in the idle hours in which therespondents was ready to talk.

This project was done on the basis of questionnaire through survey, so it maypossible here that some of them might have not provided the correct

information.


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CHAPTER-5

CONSUMER BEHAVIOR & MARKET

SEGMENTATION

5.1 Consumer Behavior

The activities directly involved in obtaining, consuming and disposing of

products and services including the decision processes that proceeds and follow these

actions.

5.2 Consumer Purchase Decision Process

Behind the visible act of making a purchase lies a decision process that mustbe investigated.

The purchase decision process is the stages a buyer passes through in makingchoices about which products and services to buy.

Five Stages of Consumer Behavior

1. Problem recognition.

2. Information search.

3. Alternative evaluation.

4. Purchase decision and

5. Post-purchase behavior.


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5.2.1. Problem Recognition: Perceiving a Need

Perceiving a difference between a person's ideal and actual situations bigenough to trigger a decision.

Can be as simple as noticing an empty milk carton or it can be activated bymarketing efforts.

5.2.2. Information Search: Seeking Value

The information search stage clarifies the options open to the consumer

and may involve.

Two steps of information search

Internal search :

Scanning ones memory to recall previous experiences with products orbrands.

Often sufficient for frequently purchased products. When past experience or knowledge is insufficient. The risk of making a wrong purchase decision is high. The cost of gathering information is low.

External search

The primary sources of external information are:

Personal sources, such as friends and family. Public sources, including various product-rating organizations such as

Consumer Reports.

Marketer-dominated sources, such as advertising, company websites, andsalespeople.

5.2.3. Alternative Evaluation: Assessing Value

The information search clarifies the problem for the consumer by

(1)Suggesting criteria to use for the purchase.(2)Yielding brand names that might meet the criteria.(3)Developing consumer value perception.


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a. A consumer's evaluative criteria represent bothi. the objective attributes of a brand (such as locate speed on a

portable CD player) .

ii. the subjective factors (such as prestige).b. These criteria establish a consumer's evoked set.

the group of brands that a consumer would consider acceptable from among all

the brands in the product class of which he or she is aware.

5.2.4. Purchase Decision: Buying Value

Three possibilities

From whom to buy

Which depends on such considerations. Terms of sale. Past experience buying from the seller. Return policy.

When to buy

Which can be influenced by. Store atmosphere. Time pressure. A sale. Pleasantness of the shopping experience.

Do not buy

5.2.5. Post purchase Behavior: Value in Consumption or Use

After buying a product, the consumer compares it with expectations and iseither satisfied or dissatisfied.

Satisfaction or dissatisfaction affects consumer value perceptions consumer communications repeat-purchase behavior.

Many firms work to produce positive post purchase communications amongconsumers and contribute to relationship building between sellers and buyers.


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Cognitive Dissonance. The feelings of post purchase psychological tension oranxiety a consumer often experiences

Firms often use ads or follow-up calls from salespeople in this post purchasestage to try to convince buyers that they made the right decision.

5.3 Market Segmentation

Market segmentation is the identification of portions of the market

that are different from one another. Segmentation allows the firm to better satisfy the

needs of its potential customers.

5.4 Bases for Segmentation for corporate Clients

Many of the bases that are appropriate for consumer goods are

equally applicable to organizational type products and services. However, a number

of additional bases are now suggested as being particularly appropriate:

5.4.1 Size of the Customer

In organization purchase, the size of the customers varies depending on

the their needs and capability. The big manufacturers, heavy engineering firms, big

retail chains buy in huge quality where as smaller firms purchase is low. We can call

them big customer and small customer. The customers purchasing large amounts

might merit a different sales approach to small purchasers. This is called key account

selling whereby the sale manager deals with major accounts because of their

importance to the company.

This has been one of the traditional methods of segmenting industrial

market. Based on the size and purchase, we may have :

i. Category customersthese are large buyersii. Category customersmedium sized buyers

iii. Small buyers

5.4.2 Geographical Location


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The geographical location of a customer or customer accounts is another

basis for segmenting the industrial products markets.

This is countrywide split often based upon salespersons territories, which

are called regions or areas. For international operations, different parts of the world

can comprise different market segments. The Globalization has automatically

expanded the regional territoreis. This segmentation helps the management in case of

huge markets as are they are broken into manageable segments. The decisions are also

decentralized at times so that decisions is fast and accurate.

5.4.3 End Use

Another way of segmenting the industrial market is by differentiating the

end users who use the firms products. For example, for a website developers some of

the end user segments include industries, construction companies etc. Each of these

segments has their characteristics and requires a different marketing approach.

This is sometimes referred to as product/technology segmentation. The

examples are paint products for the domestic market and for industrial uses. Here the

former might concentrate upon the latest fashions in colors and finishes, whereas for

the latter, functional aspects like its protective ability might be more important.

5.4.4 Buyer behavior/Motivation or Purchase Criteria

Within in specified end use segment, we can further segment the market

on the basis of purchase criteria. For example, using price is an input we can segment

buyers into incentive, sensitive and highly sensitive to price changes.

5.4.5 Benefits Sought

As with consumer market segmentation, benefit sought is potentially the

most powerful direct form of segmentation. In other words the organizational market

is segmented on the basis of benefits that the organizational buyers seek from the

products.

5.4.6 Type of Customer

The types of customers may differ from retail customers, which might be

independent shops or part of multiple group or light engineering customers versus


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heavy engineering customers. The customers may be those who want to purchase for

the end use or those who are looking forward to use the purchase further in

production.

5.4.7 Usage Rate

The organizational users depending on their requirement may vary in their

frequency of purchase. This can vary from heavy or frequent users to light or

infrequent users.

5.4.8 Purchasing Procedures

The varies purchasing procedures like centralized or decentralized buyingarrangements, the degree to which buyers are allowed any latitude in specification, the

extent to which purchasing is by tender or closed bidding or by open negotiation

influence the business buying segmentation.

5.4.9 Situational Factors

Some purchasing situations call for a more personal approach whereas in

others it is formal and businesslike.

5.5 Need of market segmentation

Market Segmentation helps the marketers to devise appropriate marketingstrategies and promotional schemes according to the tastes of the individuals

of a particular market segment. A male model would look out of place in an

advertisement promoting female products. The marketers must be able to

relate their products to the target segments.

Market segmentation helps the marketers to understand the needs of the targetaudience and adopt specific marketing plans accordingly. Organizations can

adopt a more focused approach as a result of market segmentation.

Market segmentation also gives the customers a clear view of what to buy andwhat not to buy. A Redo or Omega watch would have no takers amongst the

lower income group as they cater to the premium segment. College students

seldom go to a Zodiac or Van Heusen store as the merchandise offered by


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these stores are meant mostly for the professionals. Individuals from the lower

income group never use a Blackberry. In simpler words, the segmentation

process goes a long way in influencing the buying decision of the consumers.

An individual with low income would obviously prefer a Nano or Alto instead

of Mercedes.

Market segmentation helps the organizations to target the right product to theright customers at the right time. Geographical segmentation classifies

consumers according to their locations. A grocery store in colder states of the

country would stock coffee all through the year as compared to places which

have defined winter and summer seasons.

Segmentation helps the organizations to know and understand their

customers better. Organizations can now reach a wider audience and promote their

products more effectively. It helps the organizations to concentrate their hard work on

the target audience and get suitable results

5.6 Advantage of market segmentation

Facilitates consumer-oriented marketing: Market segmentation facilitatesformation of marketing-mix which is more specific and useful for achieving

marketing objectives. Segment-wise approach is better and effective as

compared to integrated approach for the whole market.

Facilitates introduction of suitable marketing mix: Market segmentationenables a producer to understand the needs of consumers, their behavior and

expectations as information is collected segment-wise in an accurate manner.

Such information is purposefully usable. Decisions regarding Four Ps based

on such information are always effective and beneficial to consumers and the

producers.

Facilitates introduction of effective product strategy: Due to marketsegmentation, product development is compatible with consumer needs as

there is effective crystallization of the specific needs of the buyers in the target

market. Market segmentation facilitates the matching of products with

consumer needs. This gives satisfaction to consumers and higher sales and

profit to the marketing firm.


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Facilitates the selection of promising markets: Market segmentation facilitatesthe identification of those sub-markets which can be served best with limited

resources by the firm. A firm can concentrate efforts on most productive/

profitable segments of the total market due to segmentation technique. Thus

market segmentation facilitates the selection of the most suitable market.

Facilitates exploitation of better marketing opportunities: Market segmentationhelps to identify promising market opportunities. It helps the marketing man to

distinguish one customer group from another within a given market. This

enables him to decide his target market. It also enables the marketer to utilize

the available marketing resources effectively as the exact target group is

identified at the initial stage only.

Facilitates selection of proper marketing program- Market segmentation helpsthe marketing man to develop his marketing mix program on a reliable base as

adequate information about the needs of consumers in the target market is

available. The buyers are introduced to marketing program which is as per

their needs and expectations.

Provides proper direction to marketing efforts: Market segmentation is rightlydescribed as the strategy of "dividing the markets in order to conquer them".

Due to segmentation, a firm can avoid the markets which are unprofitable and

irrelevant for its marketing purpose and concentrate on certain promising

segments only. Thus due to market segmentation, marketing efforts are given

one clear direction for achieving marketing objectives.

Facilitates effective advertising: Advertising media can be more effectivelyused because only the media that reach the segments can be employed. It

makes advertising result oriented.

Provides special benefits to small firms: Market segmentation offers specialbenefits to small firms. The resources available with them are limited as they

are comparatively new in the market. Such firms can select only suitable

market segment and concentrate all efforts within that segment only for better

marketing performance. Such firms can compete even with large firms by

offering personal services to customers within the segment selected.

Facilitates optimum use of resources: Market segmentation facilitates efficientuse of available resources. It enables a marketing firm to use its marketing

resources in the most efficient manner in the selected target market. The


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marketing firm selects the most promising market segment and concentrates

all attention on that segment only. This offers best results to the firm in terms

of sale, profit and consumer support as compared to the results available from

spending such resources on the total market.

5.7 Segmentation of Fazar Infotech Pvt. Ltd.

Following are the target sector of Fazar Infotech Pvt. Ltd.

1. Small manufacturing industries.

2. Hospital.

3. School, Collages.4. Construction companies.5. Hotel, Restaurant.

6. Showroom.1.Importance of website for manufacturing industries :


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Website for marketing and sales :

A website that is hosted on a reliable, commercial web server has the

advantage of being available 24 hours a day, 7 days a week. By providing detailed

product information, logically organized and well written customers are able to access

information about new products, latest price lists, special promotions. Contact details

are easily accessible and the website provides new business opportunities because

people can search for your product and service using search engines, which index

WebPages.

Websites can also collect customer information and allows customers

to sign up and order products and services. The need for administration is reduced.

Customers can also download forms; find information without having to call to

request a document.

Website for communication :

Targeted Mailing Lists allow businesses to keep employees, customers,

shareholders and investors up to date and maintain communication.

News on holiday trading times, sales, discontinued or new lines can be

published online.

Website for reducing waste and improving efficiency : A

website is an environmentally friendly way of doing business

Reducing the number of brochures that your company needs to produce Providing answers to frequently asked questions thus saving staff time Providing a timesaving shopping experience for customers. Accessing information about customer buying patterns and purchases thus

providing further marketing opportunities

Automated collection of orders, payments and customer details An on line database of products which is relatively quick, easy and

inexpensive to modify

Improved communication by email which is professional and convenient, andis significantly better than leaving messages on answering machines


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The availability of websites has enabled information to be easily

accessible. With careful planning a website is an invaluable tool that provides a

business with increased exposure, sales, and reduces the amount of time spent on

administration. The possibilities of the web are many, including using systems to

control farming equipment and controlling household devices remotely.

2.Importance of website for hospital :

When a medical emergency occurs at a place where you are new,

instead of knocking the unknown neighbors door, you can browse the Internet for a

nearby hospital. If you manage to find a hospital with ambulance facility, nothing

better than that. Most of the hospitals across the city send you an ambulance, once an

emergency call is made to them.

There are several hospital directories online. To find the one that is

within you city limit, you have to type in any of the major search engines "hospital

directory" followed by the name of the city where you are located. You will get a long

list of websites that offer you the hospital information in your city. This search

process takes a minimum of five minutes.

A directory categorizes the hospitals based on their location and area

of specialization. For instance, if you want to find children's hospital at Boston, justtype "children's hospital Boston" in the search box provided in the directory page.


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If it is not for an urgent medical need and you just want to know

about the hospitals in your new location, you can judge which hospital is better by

going through hospital reviews and ratings. You will know about the hospitals that

hire only highly qualified practitioners.

The directories not only provide hospital information, but also give

you access to tons of health and wellness articles, such as how to cure diabetes

naturally, home treatment for acne, dental care for children, cancer treatment options.

There are some directories that are specially meant to find hospitals

that admit patients that are insured by Medicare/Medicaid. Such directories greatly

help the patients to track down the Medicare/Medicaid providers easily.

Benefits of Hospital Directory For Hospitals And Clinics :

Getting listed in medical directories makes a hospital or clinic

popular. The reviews and ratings given by the patients add value to the hospitals. The

directories also inform the public about the successful cases handled by a hospital so

that people start trusting the concern. As many people visit the hospital online for

getting some sort of medical information, it improves the ranking of the hospitalwebsite in search engines.

A hospital directory is beneficial to both the hospitals and the

general public. They help the public during a medical emergency at an unknown

place. For those who have moved their home to a new location, the listing helps them

to find the best hospitals nearby. People can browse the free medical articles posted

regularly on such sites. Finding a place in medical directories makes the hospital

popular and brings more patients for treatment. In short, the directories act as an

advertising media for hospitals and a great source of hospital information for the

public.

3.Importance of website for Schools and Colleges:


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Most school districts these days have a school website. The quality

of these websites vary greatly. More and more homes across the country have Internet

access and having a school website that is up-to-date and well organized is a great

way to reach theschool community. The truth is that there are some school websites

that leave a lot to be desired as far as quality goes.

A teacher at my school recently had a conversation with a parent

who has children in our school and step children in another school. She was

complaining about the quality of the other school's website. Going as far to say that

she would never send her own children to that school because of the impression that

the website gave with misspellings and other fallacies. In turn she commented that she

had visited my school's website and it was well organized and informational. It may

be silly, but school's are under such intense microscopes that even a school's website

can turn off its patrons.

The restricted financial resources of the varsity might sometimes

hinder the implementation of college comes and activities. Take the case of a college

with a tiny enrollment. The few variety of students suggests that few oldsters and a

meager slice of the varsity budget based mostly on per pupil allocation. This means

it's less income in terms of voluntary donations and less maintenance and different

operating expenses (MOOE). The few students, however, still require quality

educational materials same as with alternative schools.
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To boost funds for TV sets, DVD players, laboratory equipment and

different learning support materials, the varsity then has to establish linkages with its

stakeholders. Project proposals should be submitted to local government offices and

non-government organizations hoping that they may partake no matter funds they

have.

One in every of the most untapped resources is the college alumni.

These days, workers abound who are gainfully utilized either here or abroad. These

people have their hearts on their Alma Mater, the sole drawback is true

communication.

Here comes Face book, Twitter, Yahoo, Fraudster and different

social networking sites. Billions of individuals used these sites, and for certain,

graduates of the school are using them too.

To attach to these people, a faculty should produce a website where

its accomplishments, issues and aspirations might be posted. It can invite its alumni to

go to the college web site, post their comment, read its articles and reports and revive

the attachments between students and their Alma Mater. To confirm speedy contact,

the college web site might utilize Facebook, Twitter and different networks.

A faculty web site has the following aims:

1. To ascertain contact with the school alumni and friends of the varsity;

2. To bring faculty updates, accomplishments and concerns to the readers;

3. To hunt monetary assistance through networking;

4. To harness journalistic skills among the students; and

5. To maximize utilization of the Net and Info Technology.

How can the varsity produce its website? Just follow these simple steps:

1. Look at no cost website hosting. There are millions accessible in the internet. Just

choose those which don't have any hidden charges. One amongst the most effective is

Google sites.


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2. Register a free account with this web site and utilize their website templates to start

creating the school website.

3. Organize the varsity editorial staff. Write the needed articles and post them to the

website with photos per the desired website pages.

4. Publish the website within the internet.

5. Create a Face book account for the college and connect them to the varsity website.

Invite friends through Face book and ask them to visit the varsity website

Then after the college website and Face book are successfully

published, one could simply be stunned of the number of alumni that can visit the

school. The school currently has individuals who will readily facilitate its projects.

4.Importance of Website for construction Companies :

We understand the construction business and the challenges in

today's market. Our 22 years of experience with builders provides us a vantage point

from which to launch our web design and website marketing projects. Now, more

than ever, it is important for construction business to have a web presence which

works for them while they work at what they are best at.

We have a long history of providing both print and web materials to

construction companies at every level of home building - from entry level homes to

multi-million dollar custom homes. We have worked for both small builders and

larger companies. We understand the importance of translating the unique qualities

and style of each company and their products into effective marketing pieces that


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appeal to their respective target markets. Our services with builders often begin with

brainstorming a name for a new development and its floor plans, providing

construction site signage, entry monuments and logo development.

We assist them in establishing a web presence for both their

companies and their projects as early as possible since time is of the essence in

internet marketing and search engine success. We develop printed materials such as

flyers, brochures, presentation packages, letterhead packages, direct mail pieces and

ads.

5. Importance of Website for Hotels :

A hotel website will help you boost your hotel worldwide. A hotel

website will only give you lots of advantages towards promoting your hotel more.

- Communication can easily be made online via a contact form.

- A hotel website will also have various hotel pictures including that of the rooms

and of the hotel facilities. Pictures help one to can make an idea of how the hotel

looks.

- Some hotel websites also have a walk-through which allows an online visitor to

walk through the hotel. A walk through is like a video and this video will show you

the hotel from the inside including hall, corridors and rooms.

- Hotel bookings can be made online which is most of the times faster and cheaper.

A hotel website can boost and increase bookings with an online booking


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system. This system will increase sales. It is worth spending some money on a good

hotel website and implementing an online booking system.

Hotel website prices depend on the website features, information and

characteristics. The more the features the website has, the higher the websites price.

On the other hand, if one cannot afford a large characterized website for

his/her hotel, one can create an online blog which is usually free.

Hotel websites may also promote their hotel on other online applications

like Face book and Twitter. Face book and Twitter have become very popular

towards the promotion of hotels. These applications allow you to input regular

updates and they can serve as a great marketing tool since it targets thousands of

people worldwide.

6.Importance of Website for Showrooms :

The following are 10 advantages you can gain from putting your company

online:

1. Global exposure.

Having a website will bring your business to the global audience.

This means a website will place your company on the Internet where billions of users

online can access.

2. Easy access. Anyone who has an Internet connection can access your company

right at their fingertips. You may also have the option to restrict your website to

certain users for security purposes.


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3. Reduction of cost in information distribution. The Internet is a real-time and low

cost medium of information. A business owner can easily distribute information

through his website and email at a cost cheaper than the traditional offsite distribution

process. Marketing, selling, customer service and useful public data are examples of

information you may elect to distribute to promote your business and uphold your

social responsibilities

.4.Marketing edge. Most of consumers rely on the search engines to search for

information they need. If you have a website which is properly indexed by search

engines based on your category, market or industry, you will likely be the one to be

the first company which will be found by these searchers and prospective customers.

Moreover, a website will give you great advantages when it comes to the two of the

important marketing mix promotion and place. Where place is having an online

office or store which is easily accessible.

5. Real-time and 24/7 customer care. Even if your actual office is already closed,

your customers can still access your site. They can still browse your products or

services, ask inquirers and read your contents.

6.Innovative reputation.

A business that can catch up with the requirement of the fast

changing technology is an indication of innovativeness. Of course we dont want to be

called an obsolete, old fashion and inefficient company.

7. Increase sales and revenues. With the online showcase of your products or

services and with the visitors (who are potential customers) visiting your company

online day and night, your sales will certainly increase. This can also be strengthen by

integrating e-commerce applications in your site to accept online payments. This willfacilitate your billing process, which is a big factor why customers will buy on you.

8. Branding. Having a website with your own distinct domain name makes your

company become known on the Internet as a unique company. You may also use a

customized and corporate email like [email protected], which carries

your companys unique brand rather than using a free email like Yahoomail and

Gmail.


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9. Public service. A website will expose your company in the public. This exposure

will give you the chance to distribute information that will serve people. These pieces

of information can be articles or other resources that will educate them and will

usually help them make their lives better.

10. Compliance.Most of consumers in the world today are already Internet oriented.

They already require companies to have websites to ease doing business with them.

Having a website for your business will satisfy your customers requirements.


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CHAPTER-6

DATA ANALYSIS AND INTERPRETATION

Data analysis is the most important part of any research work. The

proper data analysis leads to perfect conclusion. The data collected from questionnaire

is analyzed under different heads as below

Q.1. Are you aware about different IT products?

Aware about different brand No. of respondent (%)

Yes 20

No 80

Table 6.1: Showing Awareness of IT products

Graph 6.1: Showing Awareness of IT products

INTERPRETATION

I through my questionnaire in front of the 100 respondents, I came to

know most of the people are not aware about the IT products

40% people are aware about IT product. 60%people are not aware about IT product.

Awareness of IT products

Yes

No


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Q.2. How do you come to know about different IT Products?

How come to know about IT

products

No. of respondent (%)

Internet 50

Friends 20

TV 20

News Paper 10

Table 6.2: Showing How come to know about IT products

Graph 6.2: Showing How come to know about IT products

INTERPRETATION

50% of the people come to know that IT products searching through internet . 20% of the people come to know that IT products searching through Friends. 20% of the people come to know that IT products searching through TV. 10% of the people come to know that IT products searching through News

Paper.

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Internet Friends TV News Paper

50%

20% 20%

10%

Customer

Customer


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Q.3. While buying any IT product, what comes to your mind first?

Preference No. of respondent (%)

Price 35

Quality 25

Both 40

Table 6.3: Showing preference

Graph 6.3: Showing preference

INTERPRETATION

I through my questionnaire in front of the 100 respondents, I came to

know most of the people are prefer price and quality

40% of the people prefer price and quality. 35%of the peoples prefer cost of the product. 25% of the people prefer quality of the product.


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Q.4. Which IT Companies products do you use and prefer to buy it?

Preference of Company No. of respondent (%)

Microsoft 30

Tech Mahindra 16

TCS 10

Cognizant 8

Infosys 11

Others 25

Table 6.4: Showing Preference of company

Graph 6.4: Showing Preference of company

INTERPRETATION

30% of the people prefer Microsoft. 16% of the people prefer Tech Mahindra. 10% of the people prefer TCS. 8% of the people prefer Cognizant. 11% of the people prefer Infosys. 25% of the people prefer others company.


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Q.5. Are U satisfied with the product Which you are using?

Satisfaction of product which

currently using


Yes 65

No 35

Table 6.5: Showing satisfaction of product which currently using

Graph 6.5: Showing satisfaction of product which currently using

INTERPRETATION

65% peoples are satisfied using with different IT product. 35% peoples are not satisfied using with different IT product.

0%

20%

40%

60%

80%

100%

Satisfaction

No

Yes


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Q.6. Do you think website helps to increase business?

Showing website helps to increase

business


Yes 25

No 75

Table 6.6: Showing website helps to increase business

Graph 6.6: Showing website helps to increase business

INTERPRETATION

25% people think it is possible to increase business by having website. 75% people think it is not possible to increase business by having website.


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CHAPTER-7

FINDINGS & CONCLUSIONS

Findings

The fist finding is the awareness of IT products for the corporate consumers.Result shows that 40% people were aware about IT products. (Refer Table

6.1)

Result shows that most of the people search the information about IT productsthrough internet and some people searches through friends, TV, newspapers.

(Refer Table 6.2)

Most of the people prefer both price and quality for different IT products.(Refer Table 6.3)

While buying IT product 75% people prefer Microsoft, tech Mahindra, TCS,Infosys, cognizant companies and 25% people prefer other companies.(Refer

Table 6.4)

Most of people are satisfied with the IT product which he/she currently using.(Refer Table 6.5)

75% people thinks that it is not possible to increase business by havingwebsite and 25% people thinks that it is possible to increase business by

having website.(Refer Table 6.6)


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Conclusion

From the findings it can be concluded that while buying a product in

IT sector some consumer prefer first quality then price. Their selection criteria is

mostly towards quality of products . So we can also segment the market on the basis

of Price & Quality.

Fazar Infotech Pvt. Ltd. Is a leading IT company in India and from last

one consecutive year has shown accelerated growth in IT portfolio. Customers in

India are also spending more in IT as their standard of living is growing. Fazar

Infotech Pvt. Ltd. has placed itself successfully in the position of market leader in IT

products. Though there was some downfall in sales and profit of the company in the

beginning of this decade but after that Fazar Infotech Pvt. Ltd. has shown

considerable rise in both sales and profit. The future of the company is also looking

bright as IT market in India is still expanding and so we can safely conclude that

Fazar Infotech Pvt. Ltd. will be able to secure its number one position in IT product

with constant improvements in programming technology, professional web

development services are fast becoming the preferred option for many companies.

There are several different ways that a website can be developed, and although some

methods may be unsuitable for a particular project, all are aimed at increasing a

websites functionality.

The management of these dynamic websites can sometimes be

perceived as difficult and time consuming, especially when compared to their static

counterparts. When properly developed, however, they are easier to manage than most

people think i.e. you wont need a computer specialist to maintain your website.


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CHAPTER-8

SUGGESTIONS AND RECOMMENDATIONS

Suggestions / Recommendations

Customer service is something which company should pay more attention at.

All models not available for display in small companies and also brochuresshould be made available.

Marketing Executive person at the small organization should have properknowledge about the product.

Should focus more on brand awareness.

TV advertisements can be renewed explaining the product feature andaggressive marketing will help the company.

Awareness of the product is less among the people. So, the company may takeseveral steps to create such awareness regarding its values to the customers.

The company can adopt new strategies and policies to overcome thecompetition.


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CHAPTER-9

BIBLIOGRAPHY

Bibliography

Internet site

www.Fazarinfotech.com

www.golakindia.com

www.icmrindia.org

www.compareindia.com
http://www.fazarinfotech.com/http://www.golakindia.com/http://www.icmrindia.org/http://www.compareindia.com/http://www.compareindia.com/http://www.icmrindia.org/http://www.golakindia.com/http://www.fazarinfotech.com/


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Chapter-10

Annexure

Questionnaire

Dear Respondent,

I am a student of management and as a part of our study I am conducting a

market survey that requires some useful information from you. This information is for

academic purpose only and will be kept confidential.

Amit N. Gaherwar

MBA II (MARKETING)

Name :-

Address :-

Phone No :-

Q.1. Are you aware about different IT products?

1) Yes2) No

Q.2. How do you come to know about different IT products?

Internet Friends TV New Papers


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Q.3. While buying any IT product, what comes to your mind first?

Price Quality Both

Q.4. Which IT Companies products do you use and prefer to buy it?

Microsoft Tech Mahindra TCS Cognizant Infosys Others

Q.5. Do you think website helps to increase business?

Yes No

Q.6. Are U satisfied with the product Which you are using?

Yes No

Q .7. Any suggestions ----------------------------------------------------------------------


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study of consumer behavior & market segmentation

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