A STUDY ON XEROX’S BRAND IMAGE PERCEPTION AND A STUDY ON XEROX’S BRAND IMAGE PERCEPTION AND SERVICE QUALITY EFFECTIVENESS AMONG GOVERNMENT SERVICE QUALITY EFFECTIVENESS AMONG GOVERNMENT

ESTABLISHMENTS IN CHENNAIESTABLISHMENTS IN CHENNAI..

BYBY

M.SHUNMUGAM.SHUNMUGA SUNDARAM SUNDARAM(Reg. No.271200)(Reg. No.271200)

Under the guidance ofUnder the guidance of

MR. P.RAVI B.E, M.B.A.MR. P.RAVI B.E, M.B.A.LecturerLecturer

Objectives

► To study about the brand image perception of To study about the brand image perception of Xerox among government establishments.Xerox among government establishments.

► To study about the service quality effectivenessTo study about the service quality effectivenessfor Xerox products among its users.for Xerox products among its users.

1937

OBJECTIVES OF THE STUDY

RESEARCH METHODOLOGY

1949

►METHOD OF STUDY : DESCRIPTIVE STUDY

►METHOD OF SURVEY : SAMPLE SURVEY

►TYPE OF SAMPLING : NON PROBABILITY

►SAMPLING TECHNIQUE : CONVENIENCE SAMPLING

►TOOLS USED FOR : INTERVIEW SCHEDULE DATA COLLECTION

METHOD OF DATA COLLECTION

1954

►PRIMARY DATA Interview Schedule►SECONDARY DATA Company website Industrial Report Magazines►TOOLS USED FOR ANALYSIS Weighted average method Chi-square test Percentage analysis

METHOD OF DATA COLLECTION

1957

►SAMPLING UNIT: The sample unit constitutes government officers in chennai

►SAMPLING SIZE: The sample size is 97 in Chennai city.

FINDINGS

1961

►57% of the respondents are not aware of the brand. ►Only 43% of the respondents are aware of the brand.►46% among the respondents knowing brand Xerox as action of taking copy from original.►42% among the respondents are aware that Brand Xerox as the Manufacturer of Printer/Scanner/Mfd’s.►There is significant relation between the awareness of the brand and its various products among the respondents.From the awareness group of 41 respondents:► 76 (%) respondents had seen advertisement of Xerox in Magazine.► 80 (%) respondents had seen advertisement of Xerox Very Rarely..

FINDINGS

2004

From the awareness group of 41 respondents:► 53 (%) respondents are non aware about the offers of Xerox products.► 61(%) respondents have rightly chosen the logo of Xerox.► 61 (%) respondents communicating about Xerox product to others Very Rarely. ► 83 (%) respondents highlight Xerox product on Brand value.► Among the total respondents of 97, 66 % of the respondents are non user of Xerox product and 34% of respondents are user of Xerox product. From The User Group Of 33 Respondents:► 70 % of respondents are using copier of xerox.► 84% of respondents facing problems sometimes in their product.► 40 (%) respondents facing black copied problems.► 30 (%) respondents facing paper jam problems.► weighted value 60 shows respondents were satisfied with the response while lodging a complaint.

FINDINGS

2008

sFrom The User Group Of 33 Respondents:►70 (%) respondents are experiencing A.M.C services for Xerox products.► 75(%) respondents recommend Xerox product(s) ► Respondents are satisfied with the warranty, service engineer approach & demonstration of the product.► Respondents are dissatisfied with the user friendliness and very dissatisfied with the pricing of the product.► There is significant relation between frequency of problem and

the type of problems experienced by the users of the product. ► There is significant relation between frequency of problem and the users experience while lodging complaint.

CONCLUSIONCONCLUSION

THIS STUDY HAS HELPED IN Identifying the brand image perception of Xerox

knowing the quality of service experienced by the users of Xerox products and their expectations

To find out various interpretations which help the organization to Stare the areas where they are lagging.

Informing Organisation about the current level of positioning the brand.

SUGGESTIONS

As the awareness level is very low in government officials segments, Xerox have to make a role in government conducted workshop

like sponsoring the event to make aware of the brand and the product.As advertisement of Xerox is known majority by magazine

Xerox have to place its advertisement also in various business

magazines such as profit, outlook and so on also have to spread their advertising media by the means of

hoardings , advertising in website popular websites such as chennaionline.com

SUGGESTIONS

Also Xerox to make effective positioning its logo it have be placed in every product on Xerox in visible way.

In order to break the wrong image perception of Xerox , it have to concentrate on revamping its product positioning strategies

by introducing slogans

such as “ MAKE YOUR PRINT AT XEROX” in its advertisement .

SUGGESTIONS

As majority of the respondents are not have much knowledge about

the usage of the product Xerox have to look in this and have

to provide the customers the usage pattern and the trouble shooting tip in a Compact Disc format at the time of approaching for a sale.

As majority of the respondents feel dissatisfied with the user friendliness of the product Xerox have to modify the software so as to facilitate easy access experience to its users.

SUGGESTIONS

As majority of the respondents feel very dissatisfied with the pricing of the product Xerox have to concentrate on cutting out the cost and have to make a customer centric innovation to bring back the product with affordable price.

To make the brand positioning effectively as an inventor of laser printing technology. Xerox has to maintain a relation with its customer and also to create customer, Xerox have to implement a customer support center for queries by providing a toll free number.

SUGGESTIONS

To make an effective brand positioning Xerox have to concentrate on various segments like educational institutions, hospitals and even the home users segment as the customers are expecting a machine for taking copy in a A4 size . Looking on these Xerox has to take necessary actions to widen its brand positioning and awareness.

In order to improve the customer experience and drive more loyalty, Xerox need to build a strong customer insights team so they have to assign an executive, like a chief customer officer, who can take advantage of to implement more effective customer programs. Such projects will find low- cost ways to improve customer experience, which will increase loyalty.