SUMMER TRAINING REPORT ON

“Business Development through various marketing strategies at KAILASH

CABLES Pvt. Ltd.”

Submitted in partial fulfilment of the requirements for the award of the degree of

BACHELOR OF COMMERCE (HONOURS)

Under the guidance of:

Ms. Ruchika Sharma

Submitted by:

VAIBHAV ARORA

41717788818

Vivekananda School of Business Studies

Vivekananda Institute of Professional studies
Guru Gobind Singh Indraprastha University, Delhi
December – 2020
 STUDENT DECLARATION

I, Enrolment No.- 41717788818 from B.COM(H) - Vth Semester of the Vivekananda Institute of
Professional Studies, Delhi hereby declare that the Summer Training Report entitled “Business
Development through various marketing strategies at KAILASH CABLES Pvt. Ltd.” is an
original work and the same has not been submitted to any other Institute for the award of any
other degree. A presentation of the Summer Training Report was made on 30th October 2020
and the suggestions as approved by the faculty were duly incorporated.

Date:

Signature of the Student :

Certified that the Summer Training Report submitted in partial fulfilment of

Bachelor of Commerce (H) to be awarded by GGSIP University, Delhi by
VAIBHAV ARORA, Enrolment No.-41717788818 has been completed under my
guidance and is Satisfactory.

Date:

Name of the Guide:

Designation:

Signature:
 ACKNOWLEDGEMENT

This report would have been quite impossible without the immense help and pleasant
environment offered at KAILSAH SCABLE Pvt Ltd., where in they hired me as an intern
for almost 45 days. I am deeply grateful to the entire management of “VSBS (VIPS)” for
giving me an opportunity to work on the practical aspect of life.

At the outset of this report, I would like to thank all those who helped me directly or
indirectly and whose diligent efforts made this report possible. To start with, I would like to
thank KAILSAH CABLES Pvt Ltd. and Vivekananda Institute of Professional Studies
for providing me the chance to undertake this internship study and allowing me to explore
more about Market Research.

I would like to express my profound gratitude towards my Faculty Guide Ms. RUCHIKA
SHARMA for her valuable suggestions, comments, feedback and support throughout the
internship. It has been great to work under her guidance.

Regards,
VAIBHAV ARORA
41717788818
 TABLE OF CONTENTS

Topic Page No
Student Declaration ii
Certificate of Internship Training iii
Acknowledgement iv
Executive Summary vii
CHAPTER 1: INTRODUCTION 1
CHAPTER 2: REVIEW OF LITERATURE 5
CHAPTER 3: RESEARCH METHODOLOGY 12
CHAPTER 4: DATA ANALYSIS 16
CHAPTER 5: FINDINGS 33
CHAPTER 6: SUGGESTIONS AND CONCLUSION 35
Bibliography 38
Annexures 40
 CHAPTER -1
INTRODUCTION

1.1 General Introduction of the Industry

The wires and cable industry in India has come a long way, growing from being a small
industry to a very large one, over the past decade. With the segment compriing nearly 40 per
cent of the electrical industry in India, the increasing demand for power, light and
communication has kept demand for wires and cables high. Growing at a CAGR of 15 per
cent, boosted by momentum in the power and infrastructure segments. The present
estimated per capita consumption is only about 0.5 kg. As GoI is focusing on ‘Make in
India’, the industry can grow at similar rate for the next five years.

When talking about the power sector, copper holds high significance in terms of usage and
consumption. The world average per capita consumption is around 2.7 kg, with the electrical
sector being the largest user of copper in India. Since copper and its alloy components play
vital role in electricity generation, distribution and utilisation, 12-15 per cent p.a. demand
growth in this sector is possible, if good quality is assured.

Quality of copper plays a very important role in wires i.e. use of Electrolytic Tough Pitch
(ETP) grade copper wherein the purity of copper in percentage terms should be Min 99.90
per cent as per national standards, All electrical consultants and A-grade electrical
contractors, while specifying makes, should ensure quality credential from independent
laboratory, or else poor quality of copper used in the wires may result in safety hazard as
well as energy loss. As important as it is to use good quality copper, there are various
disadvantages and serious consequences of using untested copper for wiring .

1.2 Objectives of the study

 The major intent of the study is to analyse the how the business development is
done through various marketing strategies.
 To study the different policies of marketing department.
 To study the various promotional activities done by the marketing executives.
 To identify how the Social Media marketing is done in Cables and wires
industry.
 To learn how to deal with customers.
 To analyse the present market situation in Delhi NCR.

1.3 Scope of the Study

  The scope of the study is to know that how business development can be done
through various marketing strategies. Here at KAILASH CABLES marketing is done
through various promotional activities such as social media marketing which
includes Whatsapp Marketing , Youtube Markerting etc.
 Strategies such as charging premium price of the product, advertising more than the
competitors, giving premium discounts to Dealers etc. are all part of the study which
is mostly followed and planned by marketing executives.
 Analysing the product and its development during factory hours is also the part of
scope of the study.

1.4 Company Profile

1.4.1About the Company
KAILASH CABLES is the manufacturing company and here different types of
copper wires and cables are produced. KAILASH CABLES are the leading manufacturer
and supplier in Delhi NCR. They supply quality cable wires all over India such as Indore,
Andra Pradesh, Orrisa, Mahrashtra, Amritsir etc. As having experience of 8 years in this
industry, KAILASH CABLES has a goodwill in market.
Our products are utilized in various equipment including transformers, cables, transmission
lines, switchgear, capacitors etc. Our success lies in our continuous commitment in
providing quality products, emphasis on technology and customer-centric approach in
delivering the finest products year after year for five decades. Our belief in these values has
not only made us the leader but also an "industry standard" for winding wires. Our future
plans include to further expand our business in global markets with the same commitment
and passion.

1.4.2 Vision and Mission

VISION:
Our vision is to constantly adopt state-of-the-art technologies and incorporate them
across our entire range of products offering infinite value, maximum utility and ensuring
the safety of our customers.
MISSION:
Every new customer inspires and motivates us to enhance the extent of our offerings. Every
goal successfully executed motivates us to brave new challenges. Our mission is to
establish a footprint across all the corners of the globe, and make our buyers believe in our
products. Innovation, trust and business ethics form the foundation of our success. We
leave no stone unturned in manufacturing the most superior products and continue
maintaining transparency in everything we do.

1.4.3 Products offered by the company

 DHP grade copper wire
 Motor Winding wire
 Copper wire that don’t catch fire
 EDM copper wire
 Beryllium copper wire
 Flexible Braided copper wire
 CHAPTER-2
LITERATURE REVIEW
2.1 WHAT IS BUSINESS DEVELOPMENT?

In the simplest terms, business development can be summarized as the ideas,

initiatives, and activities aimed towards making a business better. This includes
increasing revenues, growth in terms of business expansion, increasing profitability
by building strategic partnerships, and making strategic business decisions.

However, it's challenging to boil down the definition of business development. First,
let's look at the underlying concept and how it connects to the overall objectives of a
business.

2.1.1 Key Takeaways of Business Development

 Business development encompasses a wide scope of ideas, activities, and

initiatives that a business owner and management implement with the goal of
making the business better.
 Business development can include many objectives, such as sales growth, business
expansion, the formation of strategic partnerships, and increased profitability.
 Successful business development impacts every department within a company,
including sales, marketing, manufacturing, human resources, accounting, finance,
product development, and vendor management.
 Business developers should be aware of new market opportunities, possibilities for
expansion, competitor developments, and the current sources of the company's
revenue.

2.1.2 Business Development across various departments

Business development activities extend across different departments, including sales,

marketing, project management, product management, and vendor management.
Networking, negotiations, partnerships, and cost-savings efforts are also involved. All of
these different departments and activities are driven by and aligned with the business
development goals. 

For instance, a business has a product or service which is successful in one region, such as
the United States. The business development team assesses further expansion potential. After
all due diligence , research, and studies, it finds that the product or service can be expanded
to a new region, such as Brazil.

2.2 IMPORATANCE OF MARKETING IN BUSINESS DEVELOPMENT

Marketing involves promotion and advertising aimed towards the successful sale of

products to end-customers. Marketing plays a complementary role in achieving sales targets.
Business development initiatives may allocate an estimated marketing budget. Higher
budgets allow aggressive marketing strategies like cold calling, personal visits, roadshows,
and free sample distribution. Lower budgets tend to result in passive marketing strategies,
such as limited online ads, print ads, social media ads, and billboards.

2.3 4 P’s of Marketing

The four Ps of marketing are the key factors that are involved in the marketing of a good
or service. They are the product, price, place, and promotion of a good or service. Often
referred to as the marketing mix , the four Ps are constrained by internal and external
factors in the overall business environment, and they interact significantly with one
another.

The 4 Ps are used by companies to identify some key factors for their business, including
what consumers want from them, how their product or service meets or fails to meet
those needs, how their product or service is perceived in the world, how they stand out
from their competitors, and how they interact with their customers.

2.3.1 KEY TAKEAWAYS

 The four Ps are the four essential factors involved in marketing a good or service
to the public.
 These are the four Ps: the product (the good or service); the price (what the
consumer pays); the place (the location where a product is marketed); and
promotion (the advertising).
  The concept of the four Ps has been around since the 1950s; as the marketing
industry has evolved, the concepts of people, process, and physical evidence have
become important components of marketing a product, too.

2.3.2 How the 4 P’s work

 Product
Product refers to a good or service that a company offers to customers. Ideally, a product
should fulfill an existing consumer demand. Or a product may be so compelling that
consumers believe they need to have it and it creates a new demand. To be successful,
marketers need to understand the life cycle of a product, and business executives need to
have a plan for dealing with products at every stage of their life cycle. The type of product
also partially dictates how much businesses can charge for it, where they should place it, and
how they should promote it in the marketplace.

 Price
Price is the cost consumers pay for a product. Marketers must link the price to the product's
real and perceived value, but they also must consider supply costs, seasonal discounts, and
competitors' prices. In some cases, business executives may raise the price to give the
product the appearance of being a luxury. Alternatively, they may lower the price so more
consumers can try the product.

Marketers also need to determine when and if discounting is appropriate. A discount can
sometimes draw in more customers, but it can also give the impression that the product is
less exclusive or less of a luxury compared to when it is was priced higher.

 Place 
When a company makes decisions regarding place, they are trying to determine where they
should sell a product and how to deliver the product to the market. The goal of business
executives is always to get their products in front of the consumers that are the most likely to
buy them.

In some cases, this may refer to placing a product in certain stores, but it also refers to the
product's placement on a specific store's display. In some cases, placement may refer to the
act of including a product on television shows, in films, or on web pages in order to garner
attention for the product.

 Promotion
Promotion includes advertising, public relations, and promotional strategy. The goal of
promoting a product is to reveal to consumers why they need it and why they should pay a
certain price for it.
Marketers tend to tie promotion and placement elements together so they can reach their core
audiences. For example, In the digital age, the "place" and "promotion" factors are as much
online as they are offline. Specifically, where a product appears on a company's web page or
social media, as well as which types of search functions trigger corresponding, targeted ads
for the product.

2.4 FOREMOST MARKETING STRATEGIES IN BUSINESS

DEVELOPMENT

 Finding On-Point Messaging

Business development tends to focus on the leads in front of it, while marketing team
members sometimes try to wash their hands of responsibility once leads get handed over to
sales. This can lead to a disconnect between the language used in marketing campaigns and
the more sales-orientated terms used by business development. When working together,
business development can more effectively use some of the campaign language to bridge the
gap between what attracted customers in the first place and where sales is trying to move
them.

Likewise, business development can give marketing a better idea of the language customers
use to describe their needs. Then Marketing can create a full funnel messaging strategy that
uses content, events, and specific messaging through the entire sales process to find, capture,
and nurture leads more effectively. This results in better sales messaging and support
materials that are synced with the marketing campaign language and goals. Ultimately, this
should help conversion and retention rates throughout the entire sales cycle.

 Setting Up Sales Slam Dunks

Business development wants better qualified leads from marketing, but marketing can’t
provide those without the help from sales. Marketing must utilize business development’s
knowledge of what makes a good versus bad lead to create effective campaigns and target
key buyers and influencers. Working together, the two departments can create a key
stakeholder map and build strategies addressing the aspects that matter most to company
decision makers. Followed by campaigns that drive the most meaningful leads as measured
by stakeholder criteria.

Sales should also use marketing as business analyst specialists who, by tying together
various data streams, can find the areas of greatest opportunity with different customers and
industries. Once marketers bring together that ecosystem of analysts, advisors, partners, and
influencers to identify the high-quality targets, they can help business development to create
a comprehensive strategy for systematically pursuing them.

 3. Clearing the Path Forward

The marketing team’s access to competitive intelligence and activities on social media keeps
it at the forefront of industry changes, which will help adjust and refine differentiated
messaging to stay ahead of the competition. By working together to form a cohesive strategy,
both marketing and business development benefit from consistent messaging, better lead
outcomes, and dependable lead tracking through the entire funnel.

The ear-to-the-ground marketing mentality can also supplement business development by

ensuring sales has access to the right forums and events where customers and influencers can
be engaged. These opportunities are key for sales to demonstrate offerings that are relevant
to the prospects, which helps generate some on-ground sales leads through the right
positioning and connections.

The toughest part for marketing managers at times is getting invited to the business
development party to begin with. Stop waiting for that invite and start looking for ways you
can “show and tell” your value. Find any use-case outside of marketing’s defined realm
where you can demonstrate a measurable and visible result. The word will spread that you
can help other departments improve their performance if they leverage marketing’s expertise.

 The End Goal

The dream is that instead of checking with marketing later, people come to marketing first
for positioning, messaging, and differentiated strategies. Work toward this dream by finding
small marketing wins with other departments, starting with business development.

The long game for marketing is to try to redirect your organization to a marketing-first
approach. Marketing should contribute to targeting, business development, sales, and most
other functions as the main influencers and bridge to customers. A true marketing-first
organization views marketing as a key player in strategy development, lead generation, and
innovation. If none of that is in your job title today, consider to add it and make it your
mission to prove marketing’s full worth.
Does your marketing team partner with business development to increase revenue? Tell me
about your best practices in the comments.

2.5 THE BOTTOM LINE

Business development may be difficult to define concisely, but it can be easily

understood using a working concept. An open mindset, willingness for an honest and
realistic self-assessment, and the ability to accept failures are a few of the skills needed
for successful business development. Beyond the ideation, implementation, and execution
of a business development idea, the end results matter the most.

The brightest minds in business development should be ready to accommodate change in

order to achieve the best results. Every approval or disapproval is a learning experience,
better preparing these professionals for the next challenge.
 CHAPTER-3
RESEARCH METHODLOGY
3.1 Brief detail of Research Methodlogy
A research process consists of stages or steps that guide the project from its conception
through the final analysis, recommendations and ultimate actions. The research process
provides a systematic, planned approach to the research project and ensure that all aspects of
the research project are consistent with each other.

3.2 Research Design

A research design is the arrangement of conditions for collection and analysis of data in a
matter that aims to combine relevance to the research purpose with economy in procedure. It
is the conceptual structure within which it is conducted. It constitutes the blueprint for the
collection, measurement and analysis of data.

The research design used to analyse the data in the study was “Descriptive Data Design”.
Descriptive research studies are those studies which are concerned with describing the
characteristics of a particular individual or a group. In this study, the information provided
by respondents has been analysed to study the consumption satisfaction level of products
provided by KAILASH CABLES.

3.2 Data collection

Data collection is more of an art than science. The accuracy of collected data is of great
significance for drawing collect and valid conclusions from the investigations.

3.2.1 Primary Data: New data gathered to help solve the problem at hand as compared to
secondary data which is previously gathered. An example is information gathered by a
questionnaire. Qualitative or Quantitative data that a newly collected in the course of
research, consists of original information that comes from people and includes information
gathered from surveys, focus groups, independent observations and test results. Data
gathered by the researcher in the act of conducting research. This is contrast to secondary
data which entails the use of data gathered by someone other than the research information
that is obtained directly from the first hand sources by means of surveys, observation or
experimentation.
Primary data is basically collected by getting questionnaires filled by the respondents.
3.2.2 Secondary Data: Information that already exists somewhere, have been collected for
another purpose. Sources include census reports trade publications and abstraction services.
There are two types of secondary data internal and external secondary data. Information
compiled inside or outside the organization for some purpose other than current investigation
researching information which has already been published? Market information compiled for
purposes other than the current research; it can be internal data, such as existing sales
tracking information or it can be research conducted by someone else such as a market
research company for the US government.
Secondary source of data used consists of books and websites.

‘WE AT KAILASH CABLES PVT. LTD. HAVE USED PRIMARY DATA FOR
RESEARCH METHODLOGY.’

3.3 Research instrument

Research instrument adopted in the study is questionnaire which was helpful in deriving
the response of the consumers. A questionnaire in the form of Google form consist of a
number of questions designed in form of particular order which helps in analyzing the
satisfaction level after consuming the product of KALASH CABLES
.

3.4 Sampling Plan

 Sample universe: The sample universe of the study was the costumers of KAILASH
CABLES.

 Sample Frame: The group of units which forms the basis of sampling process is
known as sampling units and the list containing all sampling units is known as
sampling frame. The sample frame of the study was the customers of KAILASH
CABLES.
 Sample Method: For sampling, a convenient sample method was adopted. This
sampling method involves purposive and deliberate selection of particular units of the
universe for constituting a sample, which represent universe. In other words, the
researcher selects the easiest population members from whom to obtain information.
The researcher uses his/her judgement to select population members who are good
prospects for accurate information.

 Sample Unit: The elementary unit or the group or cluster of sample frame may form
the basis of sampling process, in which case they are called sampling units. Each
employee selected for the survey and to whom the questionnaire was distributed
forms the sample unit.

 Sample Size: Size of the samples refers to the number of sampling units selected
from the universe for investigation. I have targeted 100 people in the age group above
25 years for the purpose of the research. The target population influences the sample
size. The target population represents the Delhi NCR regions. The people were from
different professional backgrounds.
 CHAPTER-4
DATA AND ANALYSIS

Q1. Which age group do you fall in?

 Age groups No. of Percentage
respondents
25-30 26 26%
31-40 40 40%
41-50 24 24%
50-65 10 10%
Total 100 100%

25-30
31-40
41-50
50-65

Interpretation:

Out of 100 respondents, 26% were of age between 20-30 years, 40% were of age
between 31-40, 24% were of age between 41-50 years, 10% were of age between
51-65 years.

Q2 What is your gender?

 Gender No. of Percentage
respondents
Male 70 70%
Female 30 30%
Others 0 0%
Total 100 100%

Male
Female
Others

Interpretation:

Out of 100 respondents , 70% are male and 30% are females.

Q3. Have you heard about KAILASH CABLES?

 Variables No. of Percentage
respondents
YES 55 55%
NO 45 45%
Total 100 100%

YES NO

Interpretation:

Out of 100 respondents, 55 said YES and 45 said NO.

Q4.How frequently do you purchase products from KAILASH

CABLES ?
 Variables No. of Percentage
respondents
Once a month 40 40%
Twice a month 35 35%
Thrice a month 25 25%
Total 100 100%

Once
Twice
Thrice

Interpretation:

Out of 100 respondents, 40% buys once a month , 35% buys twice a month , 25%
buys thrice a month.
Q5. For how long you have been the customer of KAILASH
CABLES?

Variables No. of Percentage

respondents
Less than 1 23 23%
year
1 year- 2 years 45 45%
More than 2 32 32%
years
Total 50 100%
 less than 1 yr

1-2 years

more than 2 yrs

Interpretation: Out of 100 respondents, 23% are customers for less than 1 year ,
45% are customer of KAILASH CABLES for 1- 2 years , and 32% are customers
for more than 2 years.

Q6. Does staff of KAILASH CABLES communicates in a friendly

manner?
 Variables Percentage
No. of
respondents

Strongly 0 0
disagree
Disagree 8 8%
Neutral 18 18%
Agree 45 45%
Strongly agree 29 29%
Total 100 100%
 Disaggre

Neutral

Agree

Strongly Agree

Interpretation:
Out of 100 respondents, 8% disagree with statement , 18% neutral, 45%
agree and 29% strongly agree that staff communicates in friendly
manner.
Q7. What is primary reason to purchase products from KAILASH
CABLES?

Variables No. of Percentage

respondents
Reliability of 24 24%
products (A)
Competitive 28 28%
pricing of
products(B)
Promising after 22 22%
sales service(C)
Prominent brand 26 26%
image(D)
Total 100 100%
 A B

C D

Interpretation:
Out of 100 respondents , 24 % purchase because of reliability of
products ,28% purchase because of competitive pricing of products ,22%
purchase because of promising after sales service and 26% purchase
because of prominent brand image.
Q8. Does location of KAILASH CABLES is easily accessible?

Variables No. of Percentage

respondents
Strongly 0 0
disagree
Disagree 10 10%
Neutral 25 25%
Agree 35 35%
Strongly agree 30 30%
Total 100 100%
 Disagree

Neutral

Agree

Stongly Agree

Interpretation:
Out of 100 respondents, 10% disagree that location is easily
accessible,25% neutral,35% agree and 30% strongly agree.

Q9. Does KAILASH CABLES offers high quality products?

Variables No. of Percentage
respondents
Strongly 0 0
disagree
Disagree 8 8%
Neutral 24 24%
Agree 38 38%
Strongly agree 30 30%
Total 100 100%
 Disagree

Neutral

Agree

Strongly Agree

Interpretation:
Out of 100 respondents, 8% disagree with the KAILASH CABLES
offers high quality products, 24% neutral,38% agree and 30% strongly
agrees.
Q10. Will you recommend KAILASH CABLES to others?

Variables No. of Percentage

respondents

YES 74 74%
NO 8 8%
MAYBE 18 18%
TOTAL 100 100%

YES

NO

MAYBE
Interpretation:
Out of 100 respondents, 74% said YES that they will
recommend others about KAILASH CABLES, 8% said NO and
18% said MAYBE.
CHAPTER-5

FINDINGS
 The maximum of people which are targeted for survey who buys products
from KAILASH CABLES are males.

 The age group between 31 and 40 buys more product as compared to other
age groups.

 There is slight difference between YES and NO that whether people have
heard before of KAILASH CABLES or not. As maximum have already
heard before about KAILASH CABLES.

 According to survey conducted , people have bought more products “once

in a month” as of the others.

 Maximum of people are customer for 1-2 years of KAILASH CABLES

.
 Maximum of people agrees’ that the staff of the KAILASH CABLES
communicates well
.
 Most of the people have purchased products from KAILASH CABLES due
to competitive pricing of product.

 Majority of people agrees’ that the location KAILASH CABLES is easily

accessible.

 Most of the people agrees’ that KAILASH CABLES offers high quality
products.

 Maximum of people says that they will definitely recommend others about
KAILASH CABLES/.
 CHAPTER-6
SUGGESTIONS AND
CONCLUSION
  SUGGESTIONS

Based on the above analysis done we can suggest some points on

Marketing in the following manner:

 The company can come up with new more innovative ideas, schemes to
make it stand out of its competitors.

 More thorough research needs to be done by the company in order to

find the people who are actually willing to purchase the product.

 The company can work on promoting their brand more using social
media. So that more people become aware of the product.

 More discounts can be offered to the public with low income to attract
them.

 Improve the efficiency and effectiveness of the value creation process.

 Measure all your marketing activities and improve all your efforts
based on performance results.

 Lot of money on Marketing and Advertisements need to be spend for

people to know more about KAILASH CABLES so that the potential
customers are drawn toward it.
  CONCLUSION

For all businesses, customers are their king and if these businesses want them
to trade with them persistently, these businesses need to build trust among the
existing and new customers. As we all know that first impression is the last
impression, business need to develop trust among its customer base in the
first go. Although it takes Time for every business to build trust among its
customers, a magnetizing and eternal first impression can attract customer to
such a point that it can lead to repeated trade with the business and develop
trust leading to brand loyalty towards the brand.

This study focuses on studying 4c’s of marketing as a tool to develop trust

among consumers which will eventually lead towards brand loyalty.

From the above discussion it can be easily concluded that in today’s market
competition, the businesses of any kind need to be more customer oriented
(4c’s of marketing) and less business oriented (4p’s of marketing) so as to
gain a formidable weapon i.e. trust so as to increase their brand loyalty which
can further lead to customer retention and satisfaction. Bearing in mind the
above implications, it evidently signifies that a happy customer will have
trust towards a brand which will create tremendous brand loyalty among the
customers.

By propelling our growth, we are looking forward in enabling ourselves

develop rapidly in the years to come both horizontally and vertically and
generate increased foreign exchange revenues for the Nation.
We shall continually strive to maintain our goodwill and reputation in the
market which we consider as our biggest asset. To make our customers
satisfied we shall continually increase our capability in meeting their growing
demands of committed quality deliverables each time and every time.

BIBLIOGRAPHY/REFERENCES
1. Kotler, Philip. 2000. Marketing Management:
Millennium Edition. New Jersey: Prentice Hall
2. Burnett John. 2008. Core Concepts of Marketing.
Global Text Project 2008.
3. Elena Simakova, Daniel Neyland. 2008. “Marketing
Mobile Futures: Assembling Constituencies and
Creating Compelling Stories for an Emerging
Technology.” Marketing Theory 8(1):91–116.
4. Barksdale, Hiram C and Darden, William R. 1972.
“Consumer Attitudes Toward Marketing and
Consumerism” Journal of Marketing, 36: 28-35
5. Dr P. B. Singh, Dr Kama. K. Pandey. 2012. “Green
Marketing: Policies And Practices For Sustainable
Development.” Integral Review – A Journal of
Management 5(1):22–30.
6. Drucker Peter F. 1973. Management Tasks,
Responsibilities, Practices.
7. Chai Lee Goi 2009. “A Review of Marketing Mix :
4Ps or More ?”International Journal of Marketing
Studies 1(1):2–15.
 ANNEXURE

Survey Questions

Instructions:
This survey is a part of research. All your data will be
kept anonymous. Please read the questions carefully
before answering.

NAME-
AGE-
GENDER - (A) Male
(B) Female
(C) Others

Q1. Have you heard about KAILASH CABLES before?

(A) YES
(B) NO
Q2. How frequently do you purchase products from
KAILASH CABLES?
(A) once a month
(B) twice a month
(C) thrice a month

Q3. For how long you have been the customer of

KAILASH CABLES?
(A) less than 1 YEAR
(B) 1-2 YEARS
(C) more than 2 YEARS

Q4. What is primary reason to purchase products from

KAILASH CABLES?
(A) reliability of goods
(B) competitive pricing of products
(C) promising after sales service
(D) prominent brand image
Q5. Does staff of KAILASH CABLES communicates in
a friendly manner?
(A) Strongly Disagree
(B) Disagree
(C) Neutral
(D) Agree
(E) Strongly Agree

Q6. Does location of KAILASH CABLES is

easily accessible?
(A) Strongly Disagree
(B) Disagree
(C) Neutral
(D) Agree
(E) Strongly Agree
Q7. Does KAILASH CABLES offers high
quality products?
(A) Strongly Disagree
(B) Disagree
(C) Neutral
(D) Agree
(E) Strongly Agree

Q8. Will you recommend KAILASH CABLES

to others?
(A) YES
(B) NO
(C) MAYBE