Working Capital Management

SURVEY ON CUSTOMER SATISFACTION OF PHILIPS LIGHTINGS
ACKNOWLEDGEMENT
This is really a matter of pleasure for me to prepare a project report as it

was included in my course. It gave me the opportunity to learn things
practically.
It gives me tremendous pleasure in bringing out this project entitled “CUSTOMER

SATISFACTION TOWARDS PHILIPS LIGHTING” taken up during my MBA degree
course.
I express my sincere gratitude to my project guide Mr.

______________________________for giving me his valuable guidance and support in
preparing this project. . He made numerous valuable suggestions and corrections, which
greatly improved the quality of work. The practical and theoretical knowledge that I have
gained from him will help me in enhancing my career and managing things in the better
way.
I would like to thank all the respondents who have taken out their precious time to fill up
the questionnaire.
I am immensely thankful to my parents and friend for their unconditional love and
support.
Page 1
PREFACE
There are always two sides of knowledge, practical as well as theoretical. Practical is the
path through which one can reach his destination. But it is essential to have clear ideas to
reach that destination and that is what theoretical knowledge means. In short, theoretical
is the instruments which push back the practical one.
Experience makes man perfect. By facing practical situation, one can get new ideas.
Theoretical studies are something, which came by practically. Management student can
make use of whatever he or she gets from his or her Academic background. Since, the
commencement of business and services importance hiked up day by day.
The project enables the students to know more about the application of
theoretical knowledge. The current situation of the market is made known
to the students when they undertake the project. The project gives better
insides into the application part of the theory. The companies in an
industry and their operations can be better known by the students when
they analyze the data.
With a view to expand the boundaries of thinking, I have done project to study customer
satisfaction towards Philips Lighting. I have analyzed the industry very deeply
and carefully. I have made a deliberate to collect the required information and fulfill
training objective.
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TABLE OF CONTENT
Chapter No. Content Page No.
Executive Summary
1 Design of the study
Need for the study
Objectives of the study
Research Methodology
Limitations of the study
2 Industry Profile
Introduction
LED Market
Major Players
3 Company Profile
Introduction
Vision
Mission
Values
Awards and Recognition
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Product Profile
4 Literature Review
5 Data Analysis and Interpretations
6 Findings
7 Suggestions
8 Bibliography
9 Annexure
EXECUTIVE SUMMARY
The modern world is an electrified world. It might be argued that any of a number of
electrical appliances deserves a place on a list of the millennium's most significant
inventions. The light bulb, in particular, profoundly changed human existence by
illuminating the night and making it hospitable to a wide range of human activity. The
electric light, one of the everyday conveniences that most affects our lives, was invented
in 1879 simultaneously by Thomas Alva Edison in the United States and Sir Joseph
Wilson Swan in England.
With an ever increasing demand for smart, efficient and sustainable lighting options, the
Lighting industry has seen a steady growth of 13 to 15% every year. Reports suggest that
India’s Energy demands are on a rise, therefore comes the need of increase in production,
which must go hand in hand with a cut in emission levels.
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Rising government initiatives, increasing awareness among customers regarding lower

power consumption of LED lighting products, and innovative product offerings to
drive LED lighting sales through 2021.
Being the second most populous country and fifth major electricity consumer, India
has been witnessing widening electricity demand-supply gap. Consequently, usage of
energy efficient products such as LED lighting products is expected to grow in the
coming years. Moreover, rising government support and introduction of innovative
LED lighting products by manufacturers has resulted in reduction in prices of these
products, thereby offering consumers with more options to choose from, according to
their needs and preferences.
The industry as a whole faced a tough time specifically in project sales. At the same time,
the consumer category still witnessed a reasonable growth, with CFLs continuing to be
the growth driver. The advent of reliable LED products will play a significant role in the
industry growth in coming years, as major players in the industry are already offering
very good value propositions in the market, making this segment very vibrant and
dynamic.
This project is about customer satisfaction towards Philips Lighting. First chapter starts
with design of the study, second chapter is industry profile, major player, market size etc.
Third chapter is about company profile, its vision, mission, products etc. Fourth chapter
is literature review and 5th chapter is about the survey done of 125 employees. Servey of
150 clients were taken to find out their satisfaction for th
CHAPTER – 1
DESIGN OF THE STUDY
NEED FOR THE STUDY
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Electrical lighting business is characterized by low margins and stiff competition. Many
of the organized sector manufacturers have launched specialized products to increase
profitability. The domestic players have been facing intense competition from cheap
imported Chinese products post removal of import restrictions.
Entry barriers in the electronics industry are not very high. Opening up of the economy
has attracted a host of global majors, who have launched the latest technology products.
One of the most important characteristics of the Indian market is that it is highly price
sensitive. Increased pressure due to competition and overzealous capacity creations has
resulted in lower margins.
Customer satisfaction plays a crucial role in enabling an organization to change and

develop with customers. Keeping the existing customer contended is generally much
easier, takes less time and involves less expense. The reason for this is that it takes more
time to find new prospective customer. In this context study is conducted with special
reference to customer satisfaction. A company can earn more profits only when it has
strong customer care towards product and services offered by the company . For assessing
the satisfaction level of customer for lighting, I have selected Philips India Ltd.
OBJECTIVES OF THE STUDY
1. To know the image of Philips Lights in the mind of consumer.

2. To compare the level of satisfaction before purchasing and after purchasing the
Philips lights.
3. To determine the effects of the company image on the sales.
4. To understand customer attitude towards Philips Lightings.
5. To know the most popular media for advertisement
6. To know the most motivating factor for purchasing Philips lighting.
7. To understand reason of dissatisfaction.
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RESEARCH METHODOLOGY
 Research Design
A research design is the arrangement of the condition for collection and analysis of
data. Actually it is the blueprint of the research project.
Research design used was descriptive type.
 Data Collection
Primary Data : It was collected through structured questionnaire.

Questionnaire contained close ended questions.
 Secondary Data : The Secondary Data collection involved internet search,

browsing magazines, newspapers and articles and papers related to the lighting
industry in India. Numerous Journals and books related to the topic will also be
browsed to understand the dynamics of the industry.
 Sampling Design
Sample Size : 125

Sample Unit : Customer
Sampling technique: Convenience sampling
 Data Analysis
Data analysis was done with the help of Simple percentage and graphical method.
Pie and Bar chart was used to represent data.
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LIMITATIONS OF STUDY
 I have considered Ahmedabad City for survey because of time and cost.
 Finding of the study was based on the assumptions that respondents have given
correct information.
 Information provided by respondents may be biased.
 The study is restricted only to the organized sector of two wheeler industry
 The sample size is comparatively very small compared to the population and there
are chances that it may not represent the whole population.
 The time and cost factors has affected the size of the sample.
 The study is academic in nature.

 The final conclusion can be also affected by some of the extraneous variables.
CHAPTER – 2
INDUSTRY PROFILE
INTRODUCTION
Being the second most populous country and fifth major electricity consumer, India has been
witnessing widening electricity demand-supply gap. A substantial portion of world’s total electricity
generation is consumed for lighting by illumination sources and systems alone. The consumption
is continue to increase due to emergence of new areas of applications such as Entertainment
Lighting, Advertisement Lighting, Biological Lighting, Aqua Tissue Culture, etc. However, the
production of electricity cannot be increased beyond certain limits due to fast depletion of natural
resources. It is, therefore, essential that the appliances consuming less electricity, and also using
natural sources of electricity like sun, wind etc need to be developed. New technologies are being
continuously used to improve lighting efficiency and energy conservation. Lighting is the single
most important element in the visual environment. Effective lighting improves productivity and
strengthens security. Lighting consumes upto 40 percent of the energy used in our buildings. A
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well designed lighting system reduces energy, maintenance, and potential liability costs. Both
public and private interests are served by more effective lighting and reduced operating costs.
Rapid improvements in lighting systems and equipment offer potential solutions, yet they have
also made lighting practice more complex. On the other hand, the use of inefficient light sources
and controls, and the wasteful usage of lighting results in polluting the environment leading to
global warming.
Indian Lighting Industry is having a steady growth of over 10 percent in the last few years. The growth has
remained consistent, even when there has been up’s and downs in many other sectors due to the slum in
the recent past in the Western world. The consistent favorable policy by the Government of India is one of
the major factors for rapid development of the Light Industry in India. The Government of India’s policy of
rural electrifications has created new demand besides infrastructural development covering urban housing,
roads and other projects have also created new demand for lighting products.
The innovative technology, which developed white light from LED, has changed the lifestyle of the people to
a great extent. Consequently, it has increased the demand for LED light and other related products all over
the globe; which has resulted a rapid shift in the manufacturing of new products by old and new
enterprenuer.
It is reported that 20% of the total electricity produced all over the world, is consumed by light sector.
However, by replacing the out of date incandescent, halogen, fluorescent lamps with the modern LED lights,
will reduce the consumption level of electricity to the level of 4percent from 20 percent. This grants us the
opportunity to utilize the surplus energy in other sectors.
Considering all the above facts, it is expected that the Indian Lighting Industry will continue to grow at higher
rate per annum ranging between 13 to 15 percent until 2020.
India has a population of above 1.2 Billion people, yet 0.3 Billion people in India are unconnected from the
grid; implying they are not even allowed to be a part of the lighting industry’s market. However this is
expected to change, and this large part of the India’s population will be able to join into the market, causing
a further rise in the demand for light & light related products. This change is supposed to take place as a
result of the recent agreement between US and India, where the US Government has agreed to invest $4
billion into India’s Energy Production. Prime Minister’s project “Energy to All” shall seek to greatly increase
the energy production in India, which will further have great potential to increase the market size of the
India’s Lighting Industry.
Reports suggests that India’s energy demand at the end of 2017-18 was 770 million TOE, but this figure is
expected to have a drastic rise to nearly double; 1,500 million TOE in 2030. This shows that energy
Page 9
production will increase, but based on the new Indian government policy (Reducing Carbon Emissions by 20
percent by 2020) the rise in production must go hand in hand with a cut in emission levels. This gives an
additional opportunity for LED and other Green Light related products to shine.
LED MARKET
LED lights have been growing at such a big rate all over the world. Certainly, India is no
exception. In reality, LED lighting has vast potential in India owing to power shortages and high
electricity costs. Now-a-days, India struggles to meet the increasing electricity demand with its
exceptional growth in the economy leading to build more power plants for sustaining the higher
electricity demand of its widely growing population. But there is also another very simple solution;
just change light bulbs to the new LED technology and this can surprisingly reduce the country’s
electricity demand by as much as 40 percent. With the biggest benefit of energy saving, long
lamp life and environment friendly technology, LEDs would notably lessen the lighting load, peak
demand and overall energy consumption of India, even without compromising on the environment
and safety. As India has been declared as one of the polluted countries in the world, such eco-
friendly aspect of LED lighting would definitely add more strength to the future growth of Indian
LED light segment. As such, usage of energy efficient products such as LED lighting products is
expected to grow in the coming years. Moreover, rising government support and introduction of
innovative LED lighting products by manufacturers has resulted in reduction in prices of these
products, thereby, offering consumers with more options to choose from, according to their needs
and preferences. Rising government initiatives, increasing awareness among customers
regarding lower power consumption of LED lighting products, and innovative product offerings to
drive LED lighting sales is evident
LED lights have emerged as a powerful source for lighting over the past several
years. Due to their numerous advantages over conventional lighting technology, they
have swiftly gained prominence in the Indian lighting market. Although Indian LED
lighting market is at a nascent stage, it offers innumerable opportunities for growth
over the next few decades. As India represents one of the biggest lighting markets, it
offers a lucrative option for LED manufacturers to set up their facilities in the region.
Skilled labour, ease of doing business and demographic advantages provides a
sustainable environment for the LED industry.
Currently, the demand for LED lighting systems is primarily concentrated in the North
and South regions due to growing urbanization rates and increasing number of
government initiatives that encourage the use of LED lights. The government’s
support through various regulations that promote the investments in energy efficient
lighting technologies have expanded the applications of LED lights across various
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industrial, commercial and residential sectors. A rapidly growing automotive industry

also provides productive opportunities for the use of LEDs in head lamps, rear
lamps, turn signal and brake lights. Other important factors such as increasing
infrastructural investments, rapid growth of street lighting systems, decline in
average prices of LEDs and various government and upcoming smart building
projects are expected to drive the demand of LED lights in India. According to new
report published by IMARC Group, the Indian LED Lighting market was worth US$
1.5 Billion in 2017, growing at a CAGR of around 52% during 2010–2017.
Considering the growth potential of LED industry based on the above figures wherein a growth
rate of 50 % was recorded in 2015, the LED lighting market in India is projected to register a
CAGR of 26.6% during 2017-23. Basis for this projection is due to rise in personal disposable
income, growing government initiatives encouraging use of LED lights, and focus on Smart City
Projects. For instance, Government of India announced plans to develop additional 30 cities
under Smart City Mission, totaling to 90 cities. Further, recently in September, 2017 Prime
Minister Narendra Modi launched Pradhan Mantri Sahaj Bijli Har Ghar Yojana - Saubhagya, with
an aim to provide electricity free of cost to over four crore underprivileged families in rural and
urban areas by December 2018. These initiatives are expected to further increase government
emphasis on energy efficient lighting products such as LEDs in the coming years. Favourable
government initiatives and policies through state and national level programs that offer LED
lighting products at subsidized rates is contributing in a huge way towards boosting LED adoption
in the country. In India, not a complete ban, but through the Ujala Scheme launched in 2016
decided to replace 770 million incandescent light bulbs with LED bulbs by 2019. This is expected
to reduce energy consumption by over 100 billion kWh annually and reduce annual electricity bills
by `400 billion (US$6.2 billion). As of April 2017, 229 million LED bulbs had been distributed
across the country. The states of Tamil Nadu, Kerala and Karnataka in India have banned the use
Page 11
of incandescent bulbs in government departments, public sector undertakings, various boards,

cooperative institutions, local bodies, and institutions running on government aid. Further, under
Deen Dayal Upadhyaya Gram Jyoti Yojana (DDUGJY), 273 lakhs LED bulbs are to be distributed
to BPL households.
MAJOR PLAYERS
1. Philips Electronics India Ltd.
Philips Electronics India Limited, a subsidiary of the very popular

company named Royal Philips Electronics (headquartered in
Netherlands), is one of the most popular and well-known brands among
Indian consumers. Philips has been operating in India for more than 75
years and its key business areas include Luminaires, Lamps, Lighting
Electronics, Automotive and Special Lighting. The company has around
4,500 employees across the country. Moreover, Philips has a superb pan
Indian distribution and after-sales service network too.
2. Osram India Ltd.
OSRAM, the German Lighting Expert, is considered to be one of the

world’s leading players in the global lighting market. This company has
been supplying innovative and sustainable lighting solutions for more
than 100 years. OSRAM has branches in more than 150 countries and
employs approximately 41000 employees worldwide. Currently, the
company is providing a wide-range of around 5500 products for
numerous applications in homes, workplaces, industrial units, and even on
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the roads. All of these products are not only energy-efficient but also
environment-friendly.
3. Havells India Ltd.
Havells Group is a well-known name in the field of electrical products

and its accessories. In the year 2007, Havells created history by acquiring
the world-renowned lighting company named Sylvania and by doing so
the company registered itself amongst top five lighting companies in the
world. Today, Havells possess some of the most prominent international
brands such as Crabtree, Luminance & Standard, and Concord. It has over
5000 employees across 94 branches or offices in more than 50 countries.
4. Wipro
Founded in 1945 as a Vegetable Oil Company, today Wipro becomes the

No. 1 lighting company in the area of Landscape Lighting. Also, it is No.
1 lighting suppliers to new generation petrol retail outlets. Wipro lighting
is one of the fastest growing lighting companies in India. With unique
design and high lumen output, Wipro brand offers green by design and
energy efficient LED luminaries and lamps for different commercial &
industrial application areas like modern work spaces, manufacturing &
pharmaceutical companies, designer petrol pumps and outdoor
architecture.
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5. Bajaj
With over 75 years of experience in lightings, Bajaj Electricals brings

world class lighting products with revolutionary LED technology to
dazzle India. It is leading consumer durable company of India as well as it
has pioneered in street lighting and rural electrification by providing
special Solar & LED lightings solutions for major lighting & engineering
projects of the country. The key benefits of Bajaj LEDs are long life,
energy efficiency, eco-friendly lighting, multi-colored light sources, and
an inbuilt voltage surge protector.
6. Eveready
Eveready is owned by the Kolkata-based Khaitan family and became

hundred years old in 2005. It is famous name for dry cell batteries in India
and controls over half of the country’s battery market. Also, it offers huge
variety of lighting products to satisfy all types lighting needs of the urban
as well as rural consumers. Currently, it also has started LED lighting
business offering best in class LED bulbs at very competitive prices.
However LED lighting manufacturing is done in China through an
outsourced contract, it maintains all required standards for important
lighting features like high lumen output, long life-span, etc.
7. Syska LED
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These days, so many interesting TV ads of Irfan Khan for SYSKA

product line are rolling over the TV. You might have seen them while
watching your favorite TV programs. The brand is just two decades old
still can make a clear edge in today’s LED lighting market for its smart
innovation, fair pricing, advanced technology, remarkable energy
efficiency, and high durability. SYSKA LED lighting offers simple, long
lasting and international quality lighting solutions, applicable to almost
every segment.
8. Moser Baer
Worldwide, Moser Baer is well-known for optical storage media like CDs
and DVDs and it is the first to market Blu-Ray discs in India. Recently,
this 19,000-crore technology group diversified to LED-based lighting
segment, launching an exciting range of home and office lighting.
9. Surya
Surya Roshani is just ranks after Phillips when it comes to the light. The
market is already flooded with more than 50 LED products of Surya
Roshni, however the company is planning to launch more than 50 new
Led Lighting using top quality LED chips from Nichia, Japan in the next
3-4 months. A wide range of LED products are mercury-free and work in
Page 15
the voltage range of 110V to 300V. Surya LED lamps help save up to 96
% energy and holds life of 25000 Hrs.
CHAPTER – 3
COMPANY PROFILE
INTRODUCTION
In 1930, the Dutch electronics and electrical appliances giant, N.V.Philips

Gloeilampenfabrieken, established a company in India to sell its radios. The company,
which was named as Philips Electrical Co (India) Ltd., was later rechristened in 1956, as
Philips India Pvt Ltd. PIL, today manufactures a wide range of consumer electronic
items, electrical lighting, electronic components and industrial electronics. The support
and access to technology from the Dutch parent has helped PIL launch into the
competitive consumer appliances sector and grow strongly in the CTV and other video
products segment. The parent company reduced its stake to 40% in 1979 by offering to
the existing shareholders (at 1:4), the employees and to the financial institutions, its
shares at a premium of Rs 4. Consequently the name was also changed to Pieco
Electronics and Electrical Ltd. However the company continued to sell its then existing
products under the brand name of Philips. In September 1993, N V Philips raised its stake
back to 51% and changed the company’s name to the original Philips India Ltd. The
parent has acquired 91.5% stake in the company through 2 open offers in 2001. The
company proposes to delist the shares from the exchanges by making an open offer for
the balance stake. Subsidiary Electric Lamps Manufacturers (India) Ltd is the fully
Page 16
owned subsidiary of Philips India Ltd. The parent is planning to consolidate its activities
in India under Philips India. Accordingly three of the group's companies in the country-
Punjab Anand Lamp Industries (PALI), Philips Glass India and Electric Lamp
Manufacturers (India)-are proposed to be merged with Philips India. Plant locations PIL’s
TV factory is located at Salt Lake, Calcutta and its Audio systems plant is at Pimpri,
Pune. Electrical lighting is manufactured at Kalwa in Thane. Picture tubes are made at
Kota in Rajasthan, while components are made at Loni near Pune. Industrial equipment is
also manufactured at its Pimpri plant. The company was selected as one of the Top 10
"Greenest" Companies in India under a survey carried out by Business Today & TERI
(Tata Energy Research Institute). Manufacturing units of the company are ISO-14001
certified & three of them were re-certified during 200.
VISION
At Philips, we strive to make the world healthier and more sustainable through innovation.
Our goal is to improve the lives of 3 billion people a year by 2025. We improve the quality of
people's lives through technology-enabled meaningful innovations - as co-creator and
strategic partner for the Philips businesses and complementary open innovation ecosystem
participants.
MISSION
Improving people's lives through meaningful innovation.
VALUES
 Delight customers.
 Deliver on commitments.
 Develop people.
 Depend on each other.
 AWARDS AND RECOGNITION
Page 17
2016:
1. Tongue Care+ wins Gold Award for Best New Dental Product at UK Pure Beauty
Awards
2. National Award for PIC as ‘Best Medical Devices Company’ at the CMO Asia
event
3. European Inventor Award 2016 for MPI
4. GBCHealth Award for Philips telehealth Mobile Obstretics Monitoring
(MOM)
2015:
1. Philips Research has won the 2015 Environmental Security Technology

Certification Program (ESTCP) Project-of-the-Year Award for Energy and
Water
2. Bozena Erdmann (Senior Scientist at Philips Research) honored with the
Zigbee Alliance 'Outstanding Contributor Award'
3. The Magnetic Particle Imaging Technology (MAPIT) consortium has been
decorated as one of only three ‘Outstanding Projects’ by the German
Federal Ministry for Education and Research
2014:
1. ‘EnLight’ project for intelligent, energy efficient lighting systems receives

2014 ENIAC JU Innovation Award
2013:
1. Presenting at the ERC "Best of the Best": Pulse detection via PPG
2. Philips Research’s paper on self-care for heart failure patients is Top 5
downloaded
3. Principal Scientist Maarten van Herpen nominated for Young Scientist

2013
Page 18
4. Prestigious IEEE EMBS 2013 Technical Achievement Award for Nicolas

Chbat
5. Abby Flower, New Leader in American Physical Society, New York State
Section.
6. Researchers awarded for contributions to IEEE Standard 802.15.4j-2013
for MBAN.
7. Volkmar Schulz appointed professor at RWTH Aachen University
8. Agis Tsiatmas wins Best Student Paper Award
2012:
1. Saeed Pakazad and Ronald Dekker win Best Poster Prize

2. Senior Member Research Staff Dimeji Farri won AMIA 2012 competition
3. Wim Verhaegh wins Best Poster Award at PamGene's Triple T Conference
4. Age recognition technology wins poster award
5. Senior Scientist Susan Zhao wins ESTC Best Paper Award 2012
6. CDSS team wins third place in Computting in Cardiology Challenge 2012
7. Research scientist Tanya Ignatenke win IEEE Signal Processing Society’s
Best Paper Award.
8. Philips Research film wins Gold & Silver awards
9. Former Philips researchers awarded Passive Pioneer Award
10. Philips and TU/e win prize at the Biomedica
11. Milan Marell wins Veder prize
2011:
1. Eniac Innovation Award for battery management research Dublin

2. Dick Raaijmakers recognized for contributions to art and technology
3. A long list of awards for Holger Gruell and his team Eindhoven.
4. Satyen Mukherjee wins Distinguished Alumnus AwardBangalore.
5. Jean-Paul Linnartz elevated to IEEE Fellow
2010:
1. Top Cited Author Award
Page 19
2. Larry Eshelman awarded the 2011 IEEE Computational Intelligence

Society Evolutionary Computation Pioneer Award.
3. Dick Broer nominated for KNAW membership
4. Siebe van Mensfoort receives 3rd prize DSM Science & Technology Awards.
5. Best Paper Award Applied Signal Processing
6. Philips Research Asia one of the best R&D centers in China 2009
7. Emile Aarts named one of the Top-25 creative people
8. OLED100.eu project receives Best ICT4EE Award
2009:
1. Philips honored with IEEE Milestone Award for the development of CD
Emmay Awards:
In the past years, Philips Research has received a number of Emmy Awards for its
achievements:
Technology and Engineering Emmy Award for contributing to the Blue Laser Optical
2011
Systems for Consumer Playback (together with Panasonic, Sony, and TDK)
Technology and Engineering Emmy Award for UHP (Ultra High Performance) lamp
technology for "excellence in engineering creativity in the area of lighting solutions for
2004
large-screen TVs”
Coding Technology Emmy Award for Optical Recording Formats

2003
Scientific Development and Technical Achievement Emmy Award to Royal Philips

2002 Electronics for development and/or commercialization of the 16:9 aspect ratio for TV
Prime Time Emmy Engineering Awards to Royal Philips Electronics for the Grand
1997 Alliance Digital TV standards
1995 Prime Time Emmy Awards for Outstanding Achievement in Engineering Development
Page 20
to Philips Laboratories for ghost cancelling in TV reception
 ORGANIZATION STRUCTURE
CHAIRMAN
MANAGING DIRECTOR
BROAD OF DIRECTORS
RESEARCH HUMAN FINANCE PRODUCTION MARKETING

& RESOURCE MANAGER MANAGER MANAGER
DEVELOPMEN MANAGER
AUDITING ACCOUNTING
CMO
REGIONAL
ACCOUNTING
REGIONAL MARKET
HR ANALYSIS MANAGER
HR TRAINER
PRODUCTS
AREA MANAGER
Philips is number one in the global lighting market, a position supported by leadership in
innovation combined with a systematic approach to seeking out new market
SALES MANAGER
opportunities. Its strategic ambition is to set the pace in the lighting industry as the first-
SHIPPING INVENTORY MATERIAL TQM SALES EXECUTIVE

CONTROL HANDLING Page 21
choice innovative partner for the supply of Creative and cost-effective lighting solutions.
The division’s products are found all around the world: not only everywhere in the home,
but also in a multitude of professional applications, for example 30 per cent of offices, 65
per cent of the world’s top airports, 30 per cent of hospitals, 35 per cent of cars and 55
per cent of football stadiums (seven of the ten at the 2002 soccer World Cup in
Japan/Korea).
Philips lighting is the acknowledged global leader in the lighting market with annual
sales of over 5 billion euro .For more than 100 years Philips has been engaged in the field
of lighting research and manufacturing.
Philips lighting employs more than 47000 people at manufacturing locations more than
17 countries, with our products &services reaching out to 150 countries.
Main products are

 Lamps
 Lumanaries
 Lighting electronics
 Automotive lighting.
1. LAMPS
The incandisent lamp has come a long way since 1879-a century since its invention.from
3 lumen/watt in the carbon finment lamp in 1879,lamp efficiency has incresded to the
present 18 lumen. The incandescent lamp continues to be the most type of lamp in our
country.
INCANDICENT LAMPS
HALOGEN LAMPS
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COMPACT FLUORESCENT LAMPS

FLURECENT LAMPS
HID LAMPS
APPLICATIONS:
 In all interiors and exteriors where lamps will be screened out of view by
us of suitable luminaries
 For general lightings in homes, hotels shops and restaurants.
 For indoors table games
 Decorative lighting
1 CONSUMER LUMINAIRES
Decobattens:
Introduction: Lighting plays a pivotal role in the way people feel in and about their
domains. Apt lighting systems and add a lively atmosphere. Trust Philips in evolving
such systems for homes and around.
Applications:
 Homes
 Shops
 Office interiors
Striplites:
Introduction: Reliable, safe & energy efficient, the Philips ranges of Striplites find usage
across a cross section of applications. The appealing designs keep in mind the need for
long life and low power consumption.
APPLICATIONS:
 Low Voltage &Extended operation areas
 Homes
 Shops
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CFL Luminaries:
Introduction: Lean, agile and efficient, CFL luminaries are perfect for personal and
professional spaces. Innovative value additions with optimum cost of ownership make
them ideal for SoHo and Commercial applications.
APPLICATIONS:
 Small offices
 Constrained space
Desktops:
Introduction: The Philips ranges of desktop luminaries are designed not only enhance
your décor, but also to provide strain-free task lighting.
APPLICATIONS:
 Homes
 Desktop lamp
 Shops
 Restaurants & hotels
 LIGHTING ELECTRONICS:
FTL & CFL Gear

Originally starting with the electromagnetic gear for TL’ fluorescent lamps,
Philips today has an extensive portfolio for all FTL & CFL sources, and have spear-
headed the electronic control Gear technology for more than two decades now.
Applications:
 Household application
 Railway stations
 Offices
Page 24
 Exhibitions
Halogen Gear:
Halogen lamps have succeeded in diminishing the disadvantages of incandescent

sources by a great extent. These lamps provide constant light output with a longer
working life as compared to incandescent lamps-but needs compatible and safe gear to
run them.
APPLICATIONS:
 Indoor Residential: living rooms, decorative & accent lighting

 For 1*12v/50w halogen dichroic lamp
 In professional areas
HID Gear:
Philips produces the widest possible choice in the control gear for High-intensity.
Discharge lamps. Latest additions to the range are open construction ballasts for high-
pressure sodium, Mercury and Metal Halide lamps. Compactness of dimension makes
them a very attractive option for luminary designers.
APPLICATIONS:
 Road/tunnel lighting
 Residential lighting
 Shops
 Retail premises
Ignitors:
There is a wide diversity of HID gear to match the range of lamps available. Our
Ignitors ensure reliable lamp ignition and permit construction of smaller gear, as they
do not self-heat. Philips semi parallel Ignitors also allow flexibility of remote location
and are hum free. They are protected against the hazardous behavior of end-of-life
lamps.
Page 25
Lighting Controls:
Today perfect lighting is essential, but it’s not always enough. The technical
performance of the lamp, optics and ballast remain crucial, but contemporary lighting
solutions must be efficient, flexible, comfortable and most of all effective. Fortunately,
lighting controls can provide that added value and continuously create magic.
CHAPTER – 4
LITERATURE REVIEW
*0 CONSUMER SATISFACTION
Every human being is a consumer of different produces. If there is no consumer, there is
no business. Therefore, consumer satisfaction is very important to every business person.
According to Philip Kotler consumer satisfaction is defined on, “personal feeling of
pleasure resulting from comparing a product’s pursued performance in relation to his /her
expectations”. Consumer attitude measurements are taken on either potential buries or
existing client’s buries in order to identify their characteristics. Why should the
competent market engineer conduct consumer research? Consumer surveys can provide
the researcher with a wealth of information, valuable of the marketing function.
Detailed information regarding the customer in a market will provide the basic platform
for all marketing decisions. Marketing decision maker needs descriptive information
Page 26
about the total potential unit and dollar sales in each segment. Perhaps the most important
one is that a seller needs to be aware of the relevant objective and need of consumer and
how their objectives might best be served by the products.
Customer satisfaction, a business term, is a measure of how products and services
supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and is part of the four perspectives of a Balanced
Scorecard.
In a competitive marketplace where businesses compete for customers, customer

satisfaction is seen as a key differentiator and increasingly has become a key element of
business strategy.
*1 Importance of consumer satisfaction
The needs to satisfy customer for success in any commercial enterprise is very obvious.
The income of all commercial enterprise is derived from the payments received for the
products and services supplied to its customers. If there is no customer there is no income
and there is no business. Then the core activity of any company is to attract and retain
customers. It is therefore no surprise that Peter Drucker the renowned management Guru,
has said “to satisfy the customers is the mission and purpose of every business”.
Satisfaction of customer is essential for retention of customer’s and for continuous sales
of the products and services of the company to customers. This establishes the needs for
and the importance of customer satisfaction. The satisfaction of consumers is different
Page 27
from one to another. Became, each consumer has the different behaviour in their life. So,
the marketer satisfies the consumer, he must very well know the behaviour of consumer.
Liking towards the brand itself can influence liking for the brand (Hawkins, Best &
Coney, 1992). However according to study by Biehal, Stephens and Curlo (1992)
whether consumers like or dislike the product does not necessarily lead to brand
acceptance or rejection. So, even though consumers may like the product that they see, it
does not necessarily mean that they will go out and buy the brand. Usually the consumer
uses their attitude towards the product in brand choice equaled that of attitude towards the
brands.
SMITH MARSHAL (2000): Customer satisfaction measures the customer perceptions’
of how well the company delivers on the critical success factors and dimensions of the
business. These usually include factors like services promptness, staff responsiveness,
and understanding the customer’s problem.
ADRIAN THOMPSON (2002) that consumers feel valued wanted and loved when:
1. Encourage face to face dealings.
2. Respond to messages promptly and keep your customers informed.
Page 28
MILSON (2003) found that several authors maintain that it is nothing short of folly to
teach rules and marketing staffs the fewer points of quality control in the manufacturing
process, forgetting that it is these very people who have the most direct contact with the
companies’ customers.
ALVIN AB-RAHAN AND ANIL NAIN (2003) in their title “customer statement
redesign” improving customer satisfaction and reducing cost. Utility companies always
target to provide better services and solutions to their customers. Customer statements in
the utilities industry act as direct interfaces with which the industry interacts with its
customers. This paper provides how the customer statements were redesigned to provide
customer satisfaction through a better look and feel while in the process providing cost
savings to the company.
KELLY WHITNEY (2006): Customer advocacy and customer satisfaction the typical
measurements around customer satisfaction of service delivery are customer advocacy or
customer loyalty is typically very different and there are questions around willingness to
repurchase and willingness to recommend you to others .You can make a customer
satisfaction, but they will really recommend you to others, and will they really repurchase
from you again? Unless you ask these questions, you won’t know. There is nothing like
the voice of customers.
Page 29
A SARINGAPANI (2006): It is a proven fact that cost of retaining customer is much
lower than acquiring a new one and CRM helps the industry not only building
relationship but also financial returns.
SREEKUMAR P (2007): Customer attitude and customer perceived value can be
improved by managing customer interactions under the wider perspective of CEM.
Understanding the various experience points especially under the complex environment
of many outsourced functions, and managing them with the use of relevant IT TOOLS
can ensure less customer attrition and long term profitability. The focus should shift from
operations and service- based CRM to total CEM by analyzing the multipoint customer
interactions and understanding that customer satisfaction needs a holistic approach
covering all possible contact points through which customer experience is delivered.
Page 30
CHAPTER -5
DATA ANALYSIS AND INTERPRETATIONS
1. Which company products you used already?
S.NO OPINION NO OF PERCENTAGE OF

RESPNDENTS RESPONDENTS
1 Philips 82 66%
2 Wipro 12 10%
3 Surya 8 6%
4 Osram 4 3%
5 Others 19 15%
TOTAL 125 100%
INTERPRETATION
Page 31
From the table 66% of the people have used Philips products, 10% of the people
used Wipro, 6% of the people used Surya, 3% are used Osram and 15% of the people
were used other local company products.
INFERENCE
Most of the people have used Philips products. All the other companies were having
fewer shares in the market earlier.
2. Which company products you are using now?
NUMBER OF PERCENTAGE OF
S.NO OPINION RESPONDENTS RESPONDENTS

1 PHILIPS 35 28%
2 WIPRO 25 20%
3 SURYA 8 6%
4 OSRAM 47 38%
5 OTHERS 10 8%
TOTAL 125 100%
Page 32
INTERPRETATION
From the table 28% of the people are using Philips products, 20% of the people are
using Wipro, 6% of the people are using Surya, 38% are using Osram and 8% of the
people are using other local company products.
INFERENCE
Most of the people who used Philips products they left using because of bad
service. Osram getting improvement because its price is low & more warranty.
3. If earlier is different than this why you changed?
S.NO OPINION NO OF PERSENT OF

RESPONDENTS RESPONDENTS
1 High price 46 37%
2 Bad
performance 31 25%
3 Bad service 29 23%
4 Not changed 19 15%
TOTAL 125 100%
Page 33
INTERPRETATION
37% of the people changed their mind because of high price, 25% of the people
because of bad performance, 23% of the people because of bad service and 15% of the
people not changed.
INFERENCE
Most of the people give more preference to least cost products.
4. Are you satisfied with your product now? (Yes/no)
S.no Opinion No of respondents Percentage of respondents

1 Yes 117 94%
2 No 8 6%
Total 125 100%
Page 34
INTERPRETATION
94% of the people are satisfied with their present product and 6% of the people are
not satisfied.
INFERENCE
Most of the people are satisfied with their present product.
5. If u gets a chance to buy lighting products in future which brand you will prefer?
S.No Opinion No of respondents Percentage of respondents

1 Philips 46 37%
2 Wipro 25 20%
3 Surya 4 3%
4 Osram 34 27%
5 Others 16 13%
Total 125 100%
Page 35
INTERPRETATION
From the table 37% of the people prefer Philips products, 20% of the people Wipro,
3% of the people Surya, 27% are Osram and 13% of the people prefer other local
company products
INFERENCE
Most people prefer the brand Philips.
6. Have you ever used Philips products?
S.NO OPINION NO OF RESPONDENTS PERCENT OF RESPONDENTS
1 YES 111 89%
2 NO 14 11%
TOTAL 125 100%
Page 36
INTERPRETATION
89% of the total people have Philips products.11% have not yet used Philips product.
INFERENCE
Most of the people know about Philips.
7. How do you know about Philips?
S.NO OPINION NO OF PERCENT OF
1 ADS 80 64%
2 FRIENDS 26 21%
3 ELECTRICIANS 14 11%
4 OTHERS 5 4%
TOTAL 125 100%
Page 37
INTERPRETATION
64% of the people know about Philips through ads, 21% of them through friends, 11% of
them through electricians and 4% of them through others.
INFERENCE
Most of them know through ads. To improve businesses invest on ads.
8. How would you rate the performance of Philips?
1 SATISFIED 39 35%
2 NOT GOOD 33 30%
3 NO 39 35%
ANSWER
TOTAL 111 100%
Page 38
INTERPRETATION
Out of 111 people who use Philips products, 35% of the people are satisfied with
the Philips products, 30% of them saying not-good, and 35% of them no response.
INFERENCE
Overall Philips products are not able to satisfy consumer needs.
9. How would you rate the price of Philips?
S.NO OPINION NO OF RESPONDENTS PERCENTAGE OF RESPONDENTS

1 Very High 27 24%
2 High 31 28%
3 Normal 44 40%
4 Low 9 8%
5 Very Low 0 0%
TOTAL 111 100%
Page 39
INTERPRETATION
Out of 111 people who use Philips products, 24% of the people said price of Philips
Lighting products are very high, 28% said it is high, 40% people find it normal and 8%
people find the price of Philips lighting as low.
INFERENCE
Overall Philips products are perceived to be high priced product.
Page 40
10. What motivated you to buy the produce?

1 PRICE 29 26%
2 PERFORMANCE 46 42%
3 SERVICE 19 17%
4 BRANDIMAGE 17 15%
TOTAL 111 100%
INTERPRETATION
26% of the people giving preference to price, 42% of them for good performance,
17% of them for service, 15% of them for brand image.
INFERENCE
Most of the people are bothering about performance of the product. They least
bother about brand image.
CHAPTER – 6
FINDINGS
Page 41
From the above analysis the following findings can be drawn:
 66% of the people have used Philips products, 10% of the people used Wipro, 6%
of the people used Surya, 3% are used Osram and 15% of the people were used
other local company products.
 28% of the people are using Philips products, 20% of the people are using Wipro,
6% of the people are using Surya, 38% are using Osram and 8% of the people are
using other local company products.
 37% of the people changed their mind because of high price, 25% of the people
because of bad performance, 23% of the people because of bad service and 15%
of the people not changed.
 94% of the people are satisfied with their present product and 6% of the people
are not satisfied.
 37% of the people prefer Philips products, 20% of the people Wipro, 3% of the
people Surya, 27% are Osram and 13% of the people prefer other local company
products.
 89% of the total people have Philips products.11% have not yet used Philips
product.
 64% of the people know about Philips through ads, 21% of them through friends,
11% of them through electricians and 4% of them through others.
 Out of 111 people who use Philips products, 35% of the people are satisfied with
the Philips products, 30% of them saying not-good, and 35% of them no response.
Page 42
 Out of 111 people who use Philips products, 24% of the people said price of
Philips Lighting products are very high, 28% said it is high, 40% people find it
normal and 8% people find the price of Philips lighting as low.
 26% of the people giving preference to price, 42% of them for good performance,
17% of them for service, 15% of them for brand image.
CHAPTER – 7
SUGGESTIONS
Following are the suggestions
 The price of the products is high when compared to others. It can be reduced to
increase the customer base and also the varieties of the products can be increased.
 Designs are highly expected and to be modernized for attractiveness.
 Most of the customers are motivated only by friends & relatives and outdoor ads.
So, advertising in print media and audio visual media can be done.
 Company should create awareness of new product through TV and news paper
media as they have more reach and is effective in creating awareness. The
company should spend more on these media instead of relying on word of mouth
because consumers attitude towards these are positive than others.
 The sales promotional activities of the company can be improved.

 Creating Philips domestic product awarness among the public.
 The sales can be improved by placing the outlets in densely populated area with
good infrastructure.
 Company should try to increase the Brand image through performance and
service then, only the customers will be satisfied.
Page 43
 Company should take a feedback from the existing customers after a regular interval and
resolve the problem if any. To retain customers it is necessary to obtain consumer
feedback and offered the product and services according to their feedback.
 If they will be satisfied then they come to repeat purchase and moreover they will give
the reference to others for buying product from the company. This would be also help to
make brand loyalty of the company.
CHAPTER – 8
BIBLIOGRAPHY
TEXT AND REFERENCE BOOKS:-
Marketing management – Philip Kotler
Principles of management – Philip Kotler
Marketing research -- Naresh Malhotra
WEBSITES:-
www.google.com
www.philipsindia.co.in
www.scribd.com
Page 44
CHAPTER – 9
ANNEXURE
1. Which company products you used already?
A. Philips B. Wipro C. Surya D. Osram E. Others
2. Which company products you are using now?
A. Philips B. Wipro C. Surya D. Osram E. Others
3. If earlier is different than why have you changed?
A. High price B. High performance C. Bad service D. Not changed
4. Are you satisfied with your product now? (Yes/no)
Yes No
5. If u gets a chance to buy lighting products in future which

brand you will prefer?
A. Philips B.Wipro C.Surya D.Osram E.Others
6. Have you ever used Philips products? (Yes/no)
Yes No
7. How do you know about Philips?
Page 45
A. Ads B.Friends C.Electricals E.Others
8. How would you rate the performance of Philips?
A. Satisfied B.Notgood C.No Answer
9. How would you rate the price of Philips

A. Very High B. High C. Normal D. Low E. Very low
10. What motivated you to buy the produce?
A. Price B.Performance C.Service D.Brandimage
11. Personal details:
Name:
Address:
Respondent Researcher
( ) ( )
Page 46
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SURVEY ON CUSTOMER SATISFACTION OF PHILIPS LIGHTINGS

This is really a matter of pleasure for me to prepare a project report as it

It gives me tremendous pleasure in bringing out this project entitled “CUSTOMER

I express my sincere gratitude to my project guide Mr.

is the instruments which push back the practical one.

commencement of business and services importance hiked up day by day.

Chapter No. Content Page No.

1 Design of the study

Need for the study

Objectives of the study

Limitations of the study

Awards and Recognition

5 Data Analysis and Interpretations

Rising government initiatives, increasing awareness among customers regarding lower

NEED FOR THE STUDY

Customer satisfaction plays a crucial role in enabling an organization to change and

OBJECTIVES OF THE STUDY

1. To know the image of Philips Lights in the mind of consumer.

Research design used was descriptive type.

Primary Data : It was collected through structured questionnaire.

 Secondary Data : The Secondary Data collection involved internet search,

Sample Size : 125

 The study is academic in nature.

industrial, commercial and residential sectors. A rapidly growing automotive industry

of incandescent bulbs in government departments, public sector undertakings, various boards,

1. Philips Electronics India Ltd.

Philips Electronics India Limited, a subsidiary of the very popular

2. Osram India Ltd.

OSRAM, the German Lighting Expert, is considered to be one of the

3. Havells India Ltd.

Havells Group is a well-known name in the field of electrical products

Founded in 1945 as a Vegetable Oil Company, today Wipro becomes the

With over 75 years of experience in lightings, Bajaj Electricals brings

Eveready is owned by the Kolkata-based Khaitan family and became

These days, so many interesting TV ads of Irfan Khan for SYSKA

In 1930, the Dutch electronics and electrical appliances giant, N.V.Philips

Improving people's lives through meaningful innovation.

 AWARDS AND RECOGNITION

1. Philips Research has won the 2015 Environmental Security Technology

1. ‘EnLight’ project for intelligent, energy efficient lighting systems receives

3. Principal Scientist Maarten van Herpen nominated for Young Scientist

4. Prestigious IEEE EMBS 2013 Technical Achievement Award for Nicolas

1. Saeed Pakazad and Ronald Dekker win Best Poster Prize

1. Eniac Innovation Award for battery management research Dublin

1. Top Cited Author Award

2. Larry Eshelman awarded the 2011 IEEE Computational Intelligence

1. Philips honored with IEEE Milestone Award for the development of CD

Coding Technology Emmy Award for Optical Recording Formats

Scientific Development and Technical Achievement Emmy Award to Royal Philips

to Philips Laboratories for ghost cancelling in TV reception

RESEARCH HUMAN FINANCE PRODUCTION MARKETING

SHIPPING INVENTORY MATERIAL TQM SALES EXECUTIVE

Main products are

COMPACT FLUORESCENT LAMPS

FTL & CFL Gear

Halogen lamps have succeeded in diminishing the disadvantages of incandescent

 Indoor Residential: living rooms, decorative & accent lighting

Every human being is a consumer of different produces. If there is no consumer, there is

no business. Therefore, consumer satisfaction is very important to every business person.

According to Philip Kotler consumer satisfaction is defined on, “personal feeling of

expectations”. Consumer attitude measurements are taken on either potential buries or

the researcher with a wealth of information, valuable of the marketing function.

how their objectives might best be served by the products.