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CHAPTER-1
INTRODUCTION
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ABOUT COMPANY
Established in the year 1979, Hylex Home Appliances India Pvt. Ltd., has dominated
the sphere of trading and exporting an extensive range ofElectricalAppliances including Electric Irons, Ceiling Fans, Storage Water Heaters (Geysers),
Exhaust Fans, Cooler Fans, Voltage Stabilizers & UPS, Room Heaters/Halogen
Heatersand Juicers/Mixers/Grinders/Hand Blenders /Food Choppers. In addition to these,
we also provide Sandwich Toasters/Pop-up Toasters, Tea Makers, Coffee Makers,
Electric Tandoor Cases, Electric Hot Cases, RO Water Purifiers, Water Purifying
Systems, Induction Cookers & Vacuum Cleaners.
With the assistance of our procuring experts, we are associated with reputed vendors who
are checked for their credibility on parameters like financial standing, quality control
measures and market reputation. We procure quality range of Electrical Appliances from
reputed vendors all across the globe.
Our product range confirms to ISI standards of safety and is known for being shock
proof, portable and highly functional. Equipped with a spacious warehouse and a wide
distribution network, we have garnered an esteemed clientele in the markets of East
Asia, Middle East, South East Asia and Indian Subcontinent.
We have emerged as a reliable player in the domain of Home and Kitchen
appliances under the leadership of our mentor, Mr. sunil kumar. His commercial acumen
has been an inspiration for our team and has encouraged them to supply impeccable
quality Electrical Appliances.
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Overview About The Company:
Business Type Manufacturer
Exporter
Trader
Ownership & Capital
Year of Establishment 1979
Ownership Type Private Limited Company
Trade & Market
Major Markets Indian Subcontinent East Asia
Middle East South East Asia
Team & Staff
Total Number of Employees 75 to100 People
Quality Control
We check their credibility on the enlisted factors:
Quality testing facility at the manufacturing unit
Manufacturing process used
Ability to undertake bulk orders
Adherence to delivery deadlines
Financial standing
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Market reputation
Quality Assurance
Our offered products are backed by an assurance of impeccable quality and high
performance. These are in accordance to ISI standards ensuring safety of the users. We
procure our products from reliable and trusted vendors who are reputed for their name of
trust and excellence. Further, our vendors follow strict quality control measures at their
premises which ensure reliability and fine quality of products that we source and provide.
At our end, we have employed a team of proficient procuring agents who visually
check the entire consignment on the following parameters: Design
Performance
Working life
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COMPANY TEAM
Backed by a knowledgeable workforce, we effectively cater to the wide requirements of
our clients and offer superior quality Electrical Appliances for commercial and domestic
applications. We are backed by a diligent team of professionals who have significant
experience in their work areas.
Our team encompasses:
Procurement agents
Quality controllers
Sales and marketing professionals
Warehousing & Packaging experts
With the assistance of our procurement agents, we locate the best vendors in the country.The packaging experts ensure that all ourElectrical Appliances are packed in a safe
manner to avoid any sort of damage while in transit. Our marketing and sales personnel
efficiently interact with clients and take down their feedback which help us in improving
our working mechanism.
Ware House and Packaging
Our organization makes certain to take proper precautions and care while storing our
range of Electrical Appliances. We are equipped with a spacious warehouse with
commendable storage capacity to enable us to meet the urgent demands of our customers.
It is segregated into different sections for easy accommodation and identification of the
diverse category of products offered by us. Our warehouse personnel are on a constant
vigil of the unit to avoid any inventory loss. This helps us in effectively cutting down the
loading time further, and reducing the delivery time.
Constant temperature is maintained inside the warehouse to avoid damages to
our Electrical Appliances. In addition to this, we also pack our range in quality packaging
material to ensure safety of our electrical appliances during transit period.
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PRODUCTS OF THE COMPANY
Hylex Home Appliances India Pvt. Ltd. assisted with three decades of experience,
company have gained a strong foothold in the market by offering a wide range
ofElectrical Appliances. Company range includes:
Electrical Juicers
Electrical Mixers
Electrical Grinders
Electric Iron
Ceiling Fans
Storage Water Heater (Geyser)
Exhaust Fans
Cooler Fans
Voltage Stabilizer
UPS
Room Heaters
Halogen Heaters
Juicers
Mixers
Grinders
Hand Blenders
Food Choppers
Sandwich Maker
Toasters
Pop-up Toasters
Tea
Coffee Makers
Electric Tandoor
Hot Cases
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RO Water Purifiers
Induction Cookers
Vacuum Cleaners Etc.
These are catering to the requirements ofhotels, restaurants, malls and residential
sectors.
To ensure safety of users company range confirm to ISI standards for safety. These have
been widely acclaimed for their portability, ease of installation, low
maintenance and optimum performance. Owing to these features, company has gained a
spread out client base in the markets of East Asia, Middle East, South East
Asia and Indian Subcontinent.
Some of the attributes of our range are enlisted below:
Auto cut option
Low power consumption
Durable
Shock proof
Handy
Ease of installation
Highly operational
Ease of portability
Reliable
Low maintenance
Optimum performance
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PRODUCT RANGE
Air Fans: We manufacture Industrial Air Fans which can be used for a variety of
industrial works.
Industrial fan helps in pulling out of air with dust particles and enhances secondary air-
flow
through chimneys. It is very easy to maintain the industrial fan. Low power consumption,
low noise and high efficiency are other special features of our product.
Automatic Water Geysers: We manufacture high performance automatic
gas water heaters, which are fully automatic,
and battery operated. Available in a capacity of 6litres, these heaters are easy to install
and are extremely safe. These automatic gas wtaer heaters are equipped with a winter/
summer knob to get cold, luke warm and hot water.
Ceiling Fans: We provide a huge range of Electrical Ceiling Fans
manufactured from high quality of raw material. Our range of Electrical
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Ceiling Fans is known for its specific features such as long life, durability
and low power consumption.
Desert Coolers: Conventional Desert Coolers in different Sizes & models to suit
individual requirements to cool 100 square feet area to 10, 000 square feet area. These
Desert Coolers are known for their higher cooling effect and ability to consume less
electricity.
aust Fans:
Exhaust Fan: We offer a wide range of exhaust fans that is used for various purposes
such as ventilating stores, offices, factories, shops, and farm buildings. Our range of
exhaust fans is known for its features such as less power consumption, exclusive designs,
and sturdy construction.
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Electric Kettle: We bring in for our clients superior quality electric kettles,
which are used in various kitchen applications for instantly heating water,
milk and prepare tea. Moreover, our range of Electric Kettle are provided
with shock proof body with teflon coated heating element that does not
allow formation of scales.
Hot Cases: We offer wide range of Hot Case by using premium quality raw materials
that include stainless steels of premium quality. These products are known for their
performance value and functionality. Hot cases offered by us are offered in a variety of
designs and patterns. One can also avail customized solutions of our products product as
per specific detailing of our clients.
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Hot Points: We offer wide range of Hot Points by using premium quality raw materials
that include stainless steels of premium quality. These products are known for their
performance value and functionality.
Fabricated Irons: We offer a wide range of Iron. These are made with high quality of
metal and fabric to provide optimal satisfaction to our clients. We can also provide
customization to our clients as per their specifications to suit their requirements at market
leading prices
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Mixer Grinder: In our range, we offer mixer grinder, Hand Blender,
Kitchen Queen, Wonder Chef etc. Available at affordable prizes, theseproducts are simple to use, easy to maintain and are known for their
durability.
Juicer Mixer: We have with a voluminous quantity of juicers that are manufacturedusing high grade spare parts and components. These juicers are widely used in hotels,
kitchens, restaurants and various eating outlets
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Toasters Systems: We offer wide range of Toasters which is a small electric kitchen
appliance designed to toast slices of bread. Our two-slice toaster draws anywhere
between 600 and 1200 W and makes toast in 1 to 3 minutes. Furthur these are known for
their unique design, attractive look as well as performance.
Water Heater- Automatic gas: We provide customized solution of Classic Geysers that
are available in various specifications. These Classic Geysers are used in home and
industries. These Geysers have salient features like high performance, corrosion
resistance, less power consumption, electric shock absorber and high durability.
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SWOT ANALYSIS
STRENGTH
Good product Range
Very high turnover
Wide coverage in Indian market
Customer faith in the company
Wide Range
WEAKNESS
less production capacity
still need to get a good customer satisfaction feedback
OPPORTUNITIES
Uncover market
Coverage in rural area
New R&D on Products
Large production of products
THREAT
Competition
Decreasing Turnover
Various another emerging brand
Chinese cheap Home appliance
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CHAPTER-2
OBJECTIVES OF THE
STUDY
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OBJECTIVES OF THE STUDY
Market Research about Kitchen King- Mixer grinder
Sales Promotions
Feedback through initial sale
Collect Feedback about the company and product of the
company
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CHAPTER-3
SCOPE OF THE STUDY
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SCOPE OF THE STUDY
To know product Range
To know turnover
To know coverage in Indian market
To know customer faith in the company
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CHAPTER-4
INTRODUCTION OF
THE TOPIC
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CHAPTER-5
RESEARCH
METHODOLOGY
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RESEARCH METHODOLOGY
Data Collection:
The field work was done and a non-random sampling survey was conducted. The survey
was based on convenience. Questionnaire was utilized to collect the data on face to face.
Google documents were used to develop questionnaire. The survey was conducted to
quantify certain factual information; certain aspects of information are also qualitative.
Although I tried to conduct the survey free of any sampling error but there are certain
errors which are inevitable. Response bias occurs when respondent tends to answer in a
certain direction that is when they consciously or unconsciously misrepresent the truth.
Auspices bias occurs when respondent bias in the responses of subjects caused by their
being influenced by the organization conducting the study.
Research Design
The survey research method was used for collecting the data. Each respondent (Dealers,
Distributors and Customer) were involved in the face to face survey.
Under this survey most of the people are educated and well responded. Under the
customer survey most of them are women Distributors and dealers are interviewed either
at their shop and distribution points.
The mode of the collecting data
Questionnaire
Personal Visit
Through Internet
Through Phone
Under the survey I have gone thrown to 10 Distributors, 30 Dealers and 80 customers.
Under the survey all there have different perception about the product.
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CHAPTER-7
DATA ANALYSIS
AND
INTERPRETATIONS
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DATA PROCESSING & ANALYSIS:
For data processing and analysis simple sorting and percentage method was utilized. Datawas arranged in excel sheets with help of numeric symbols given to responses in the
questionnaire. This data was sorted and then analyzed using simple percentage method
As this study was intended to find out brand awareness and penetration
level of Hylex
products among customers, so an effort was made to gain an insight into the
customers mind
through a properly designed questionnaire. One of these efforts was to ask customers to
rank Hylex and its rivals on a five point scale in terms of different aspects which are
responsible for the penetration of brands within customers. From the responses received
for these questions following information can be derived:
1) Quality:From this five point scale we can broadly divide responses into three
parts:positive, negative and neutral. Almost 85% of respondents were positive
about the quality of Hylex products. According to the results of the study, the
nearest competitors of Hylex in terms of quality are Maharaja. Bajaj also having
quite positive image for their quality among respondents.
2) Price: In case of price Hylex is almost at top of the rank. Most of people believe
thatprice of Hylex products is less than other and quality is good. But at sameplace, Bajaj stand along with Hylex at the same level. But with price respondent
have other issue like MOP differ with huge difference. Others wise respondents
were not complaining about price when they were interviewed. They focus on
some other aspects while choosing a product.
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3). Availability: Availability of products is always a major determinant in
determiningpenetration level of products among customers. If products are good in
availability, they can penetrate well in market but if products are not available on
demand, a company can lose market. In case of Hylex, most of the respondents thought
that major products of Hylex have good availability. Though sometimes they have faced
problems with particular model availability in Hylex which is not good in case of a
company of this size and reputation. But there overall experience was fruitful with Hylex.
According to respondents, Competitors are particularly very good in terms of availability.
4) Service: It would not be an exaggeration to say that any brand can leads without
good service in the market while customer is looking for CRM. Almost 50% of the
respondents surveyed were quite happy with the service of Hylex. Now a day customers
do not hesitate in invest one time they just need best service. Some Hylex is lacking in
this segment. Competitors like Maharaja and Bajaj also work on this area.
As can be analysed from the observations, only 40% of respondents are regular buyers of
Hylex. 60% are occasional buyers only. Most of them are aware of Hylex Products. Some
less are aware about Hylex products.
From this feedback it can be inferred that Hylex is a well known brand for people now.
All the respondents are not using Hylex now. From the above mentioned four stages,
Hylex lies somewhere between Consideration and preference stage. Most of the
respondents take Hylex into consideration while buying inverter and batteries.
Main media which have helped Hylex in penetrating the customers minds are holdings
and Newspaper Advt. Most of the respondents agreed that Newspaper Advt. and
Holdings/banners has been the main source where they have seen advertisements of
Hylex. There were around 17.5% who believed that they have seen Hylex advertisements
in magazines and only 40% of them said that they have seen Newspaper advertisements
for Hylex.
Q: 1 Do you know about the Hylex Co.
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Yes No
As the survey was done on 10 distributors. Out of 10, 8 were familiar with the co.
Q: 2 Do you deal in Hylex?
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Yes No
As the survey was done on 10 distributors.
Out of 8, 6 were deal with the co and was satisfied with the products offered by the
co.
Q: 3 Do you know about the upcoming model Kitchen King- Mixer
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Grinder?
Yes No
As the survey was done on 10 distributors. Out of 6, 6 were familiar with the
product.
Q: 4 Will you deal in the upcoming model Kitchen King- Mixer
Grinder.
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Yes No
As the survey was done on 10 distributors. Out of 6, 6 were ready to deal with the
product.
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Q: 5 Are you satisfied with the previous range of the co. ?
Yes No
As the survey was done on 10 distributor Out of 6, 6 were satisfied with theproduct range of the co.
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QUESTIONNAIRE
FOR
DEALERS
Q: 1 Do you know about the Hylex Co. ?
Yes No
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As the survey was done on 30 dealers .Out of 30, 20 were familiar with the co.
Q: 2 Do you deal in Hylex ?
Yes No
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As the survey was done on 30 dealers. Out of 20, 16 were deal with the co. and was
satisfied with the products offered by the co.
Q: 3 Do you know about the upcoming mode Kitchen King- Mixer
Grinder.
Yes No
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The survey was done on 30 dealers. Out of 16, 12 were familiar with the product.
Q: 4. Will you sell the upcoming product of the hylex?
Yes No
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As the survey was done on 30 dealers. Out of 16, 12 were familiar with the product.
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QUESTIONNAIRE
FOR
CUSTOMERS
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Q: 1 Do you know about the Hylex Co.
Yes No
As the survey was done on 80 customers .Out of 80, 40 were familiar with the co.
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Q: 2 Are you interested in knowing about the product?
As 80 customers visited the shop for purchase a mixer grinder 50 were interested to
know about the product kitchen king-mixer grinder.
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Q: 3what do you perceive about QUALITY of following brands?
VeryBad Bad Neutral Good Very good
Hylex
Ken star
Bajaj
Maharaja
FOR HYLEX
Out of 80 customers 40 customers have different perception about the product
Very good -4
Good- 12
Neutral- 20
Bad-4
The 4 who has bad perception about the company were did not get the good response
from the service center.
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Q: 4 Which of the following attributes to you associate with Hylex?
Affordable
Reliable
Modern
Good technology
Out of 80 customers 40 customers have different view why they prefer hylex products
Affordable-25
Reliable- 12
Modern-13
Good technology-10
Q:5 Which of these Products of Hylex are you aware of ?
o Mixer Grinder
o JMG
o Stabilizer
o Iron
o Fans
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CHAPTER-8
RESULTS AND
FINDINGS
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FINDINGS:
company is being one of the fastest growing company with the huge sales.
It is found near about 80% people know about the company.
Quality of product is good according to survey.
Distributers are satisfied with sales of product.
Good service provide by company after sale.
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CHAPTER-9
CONCLUSIONS
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CONCLUSION
The Hylex home appliances company is being one of the fastest growing company with
the huge sales. As my study was on customer satisfaction level. So I found so many
positive things as well as some area of improvement. As the company is one of the
reputed brand in the Indian market but still needs a lot of improvement in rural area. The
rural people still dont buy the much Hylex product as compared to urban area.
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CHAPTER-10
LIMITATIONS OF THE
STUDY
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LIMITATIONS
Though I tried my best to conduct this study free of any errors and provide genuine
results. But still there are some limitations that I found later in this study. Theselimitations are:
Sample for the second part of project was very small due to time constraint.
Targeted sample was 80 or more than 80. But I was not able to get appointment
from those customers because of their busy schedules. It was not possible to
extend my training period due to some academic commitments.
Though I tried to find out every honest response by talking to dealers and finding
out reason behind every response they marked but it was not possible for me to
prevent them from giving biased responses in some of the questions. So some
results may be a little biased.
I would have been able to provide better suggestions for the company, should I had more
time for training. Due to the large time consumed by questionnaire designing and some
other tedious processes, I was not able to understand the complete functioning of
company deeply. This study might have been conducted at a better level.
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CHAPTER-11
SUGGESTIONS
AND
RECOMMENDATIONS
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SUGGESTIONS
Service: -To improve Service certain steps can be taken:
Service complaints should be closed in first visit of service
engineers. Most imp. spare Parts and equipments also with the
engineer of the products. To Improve the service.
Hylex can provide service products to their customer like their
competitor. If Hylex cannot provide free of cost than nominal ratecan be charged. Because customer can spend money but they
don t bear delay in service.
Paper work should be reduce at the time of service provide.
Feedback also remove this problem.
Scheme :-
Almost 40% dealers influence by tours scheme, but all dealers
can t take big scheme. Almost 60% dealers are small counter. For
attract them small tours trips arrange for them.
Communication gap shown in survey while point come Are you
aware of scheme. Many time the scheme collapse before reach to
dealer. To shot out with this problem Scheme can deliver by SMS
to dealers.
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Other :-
No POP material available at dealer end. Even in Gurgaon a tea
corner having Hylex Holding but Dealers are demandingregularly. So Hylex can look at this accept also.
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CHAPTER-12
BIBLIOGRAPHY
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BIBLIOGRAPHY
www.hylexappliances.com
www.hylextradelinks.com
www.google.com
www.wikipedia.com
www.samplequestionnaire.com/brand-perception-questionnaire.html
Kotler, Philip, Principle of Marketing, PHI
Kotler, Philip, Marketing Management, Eleventh Edition, PHI
Kothari C. R., Research Methodology
Bijapurkar, Rama, We Are Like That Only, Understanding the Logic of
Consumer India, Penguin Portfolio
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CHAPTER-13
APPENDIX
QUESTIONNAIRE
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Annexure
For Distributor:
Q: 1 Do you know about the Hylex Co.
Yes No
Q: 2 Do you deal in Hylex ?
Yes No
Q: 3 Do you know about the upcoming model Kitchen King- Mixer
Grinder.
Yes No
Q: 4 Are you satisfied with the previous range of the co.
Yes No
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For dealer:
Q: 1 Do you know about the Hylex Co.
Yes No
Q: 2 Do you deal in Hylex ?
Yes No
Q: 3 Do you know about the upcoming mode Kitchen King- Mixer
Grinder.
Yes No
Q: 4. Will you sell the upcoming product of the hylex?
Yes No
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For Customer:
Q: 1 Do you know about the Hylex Co.
Yes No
Q: 2 Are you interested in knowing about the product?
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Q: 3 what do you perceive about QUALITY of following brands?
Very bad Bad Neutral Good Very good
Hylex
Kenstar
Bajaj
Maharaja
Q:4 Which of these Products of Hylex are you aware of ?