lumex led project

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A PROJECT REPORT ON
CUSTOMER PERCEPTION ON BRANDED AND
NON-BRANDED LED’S WITH REFERENCE TO
XLUMEX LED'S
SubmittedinPartial fulfillment of the requirements
For the award of the degree of
Post Graduate Diploma in Management
Submitted by
RIA CHATTERJEE
1501247010
Under the supervisionof
PRABHURAM TRIPATHY
Regional College of Management
Bhubaneswar
2016

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DECLARATION
I do hereby declare that this project work entitled “CUSTOMER PERCEPTION ON BRANDED AND
NON-BRANDED LED’S IN ODISHA” submitted by me for the partial fulfillment of Post graduate
diploma in management (PGDM) is a record of my own research work. The report embodies the
findings based on my study and observation and has not been submitted earlier for the award of
any degree or diploma to the institute or university.
PLACE:BHUBANESWAR
DATE: (RIA CHATTERJEE)

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ACKNOWLEDGEMENT
It is a matter of great pleasure for me in submitting the project report on CUSTOMER PREFERANCE
ON BRANDED AND NON-BRANDED LED’S IN ODISHA for the partial fulfillment of the requirement
of my course from REGIONAL COLLEGE OF MANAGEMENT BHUBANESWAR.
I am thankful and owe a deep gratitude to all those who helped me in preparing this report. Words
seem to be inadequate to express my sincere thanks to MR. AJITABH DASH for his valuable
guidance, constructive criticismand immense encouragement during the entire course of the study.
I am highly obliged to those who had helped me to procure primary data to complete my project.
I want to thank all who have supported me and gave their timely guidance. Last but not the least I
am very grateful to all those who helped me in one-way or the other at every stage of my work.
NAME:RIA CHATTERJEE
REGD NO:1501247010

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PREFACE
The light-emitting diode (LED) is one of today's most energy-efficient and rapidly-developing
lighting technologies. Quality LED light bulbs last longer, are more durable, and offer comparable or
better light quality than other types of lighting. LUMEX LED’s is one such LED manufacturing
company which not only provide low priced quality LED lights but also provide with 5years
manufacturer’s warranty which is higher than any branded company can provide.
This report entitled “CUSTOMER PERCEPTION ON BRANDED AND NON-BRANDED LED’S IN ODISHA”
tries to identify the need of LED lights in today’s scenario since there is a high need of saving the
energy for future generations. LED lights save almost about 50% of energy and give brightest light.
In this project an attempt is made to understand the customer need and preferences about the
branded LED and non- branded LED and to identify their level of awareness regarding the utility of
LED lights.
In the first section of the project there is a company overview .
In the second section of the report the research methodology and its techniques has been listed
down
In the third section the research result and the analysis and interpretation is done.
There may be some scope for improvement but serious efforts have been put into to get the best
results.

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EXECUTIVE SUMMARY
India’s LED lighting market is currently at a nascent stage. Though the LED market is already
growing at a robust pace over the last 2-3 years, the country offers huge growth potential,
especially over the next 5-10 years. Increasing adoption of LED lighting is being witnessed across
commercial and residential sectors, government projects, upcoming smart building projects, etc.
According to a recently published report by TechSci Research “India LED Lighting Market Forecast &
Opportunities, 2020”, the country’s LED lighting market is projected to register a growth of over
32% during 2015-20.
This report is to examine how well acquainted the customers are with the concept of LED lights and
how much they are ready to accept the change .
In the introductory chapter, I have consider the role of LED lights in todays world and the level of
acceptance by the people of odisha. In the company profile, a detailed report has been given about
the company’s establishment and its operations together with the products it deals with. In the
research part a detailed research has been done taking a sample size of 30 to conduct a research on
the customer preference and awareness about the LED market prevailing in odisha which is
followed by brief limitations, suggestions and recommendation.

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INDEX
SL
NO.
CONTENTS PAGE NO.
1. Introduction 7-10
2. Company profile 12-22
3. Literature review 23
4. Research methodology 26-28
5. Analysis and Interpretation 29-59
6. Competitive analysis(swot) 60-61
7. Limitations of the study 62-63
8. conclusion 64-65
9. Appendix 66-68
10. Bibliography 69-70

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INTRODUCTION
A LED light is a light-emitting diode (LED) item which is assembled into a light (or light) for use in
lighting purposes. LED lights have a lifespan and electrical effectiveness which are a few times
longer than incandescent lights, and essentially more productive than most fluorescent lights, with
some chips ready to radiate more than 300 lumens for each watt (as guaranteed by Cree and some
other LED makers). The LED light market is anticipated to develop by more than twelve-fold
throughout the following decade, from $2 billion in the start of 2014 to $25 billion in 2023, a
compound yearly development rate (CAGR) of 25%.As of 2016, LEDs utilize just around 10% of the
energy an incandescent light requires.
Like incandescent lights and unlike most fluorescent lights (e.g. tubes and minimal fluorescent lights
or CFLs), LEDs come to full shine without requirement for a warm-up time; the life of fluorescent
lighting is likewise diminished by frequent exchanging on and off. The underlying expense of LED is
normally higher. Degradation of LED color and packaging materials decreases light yield to some
degree after some time.
A LED light bundling may demonstrate the lumen yield, power utilization in watts, shading
temperature in kelvins or depiction (e.g. "warm white"), working temperature range, and now and
then the equal wattage of a radiant light of comparative brilliant yield.
Most LEDs don't emit light in all directions, and their directional attributes influence the
configuration of lights, omni -directional lights which transmit light over a 360° point are turning
out to be more regular.
LED chips need controlled direct present (DC) electrical force; a fitting circuit is required to change
over alternating current from the supply to the managed low voltage direct current utilized by the
LEDs. LEDs are affected by high temperature, so LED lights commonly have warmth heat dissipation
components, for example, heat sinks and cooling fins.

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OBJECTIVES OF THE STUDY
 To study the scenario of LED market in Odisha.
 To study the customer behavior and preference towards LED lights.
 To analyze the extent of customer satisfaction regarding the branded lights and
non-branded lights in Odisha market.
 To study different strategies followed by different LED light manufacturing companies.
 To examine the challenges faced by the LED light dealers in Odisha.

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SCOPE OF THE STUDY
This report is based on the study conducted at LUMEX LED’S-Bhubaneswar(Odisha). It aims at
understanding the companies establishments, its operations, marketing strategies and its
advantages and disadvantages.
An attempt is made to understand the effectiveness of the LED lights , types , properties and its
usages, customer preferences towards that brand and limitations of the brand .

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RELEVANCE OF THE STUDY
 To make people aware about the concept of LED lights and its low energy consumption
nature.
 To provide information regarding the merits and demerits of LED lights.
 To provide the detailed information about the various types of LED lights , its power
consumption and usages.
 To compare the differences in branded LED bulbs with non-branded LED bulbs.

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COMPANY PROFILE
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ABOUT LUMEX –LED’s
INTRODUCTION TO LUMEX
Lumex appliances Pvt. Ltd is a LED manufacturing company incorporated in May 2015 . It is a
assembling and trading of LED lights having its procurement unit in China and korea. Ita assembling
unit is located in Rudrapur district of Uttarakhand and in some parts of Bhubaneswar and puri in
odisha.
FOUNDERS: Avinash Sahoo and Sunil Kr. Mohapatra.
TURNOVER: The annual turnover of the company is approximately about 6olakhs.
TAGLINE: “Saving energy for future”.
FOCUS MARKET: It generally focuses on non-trading method where it focused majorly on big
projects and exclusive stores and avoid general retailing.
SALES STRATEGY: Lumex LED’s generally go for push sales strategy of marketing.
Push marketingfocuses on taking the product to the customer, and putting the product in front of
the customer at the point of purchase. This type of marketing strategy hopes to minimize the
amount of time between a customer discovering a product and buying that product.
UNIQUE SELLING PROPOSITION (USP):The USP of Lumex LED’s are:-
 Low price and superior quality.
 After sale services.
 Extended warranty.

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LED CHIPS USED IN LUMEX LED’S
The LED chips used in LUMEX LED lights are :
 OSRAM
 CREE
 ASIATECH INCORPORATION
 EVERLIGHT
 OSRAM – OSRAMLicht AG is a multinational lighting manufacturer headquartered in
Munich, Germany. OSRAM was founded in 1919 by the merger of the lighting businesses of
Auergesellschaft, Siemens & Halske and Allgemeine Elektrizitäts-Gesellschaft (AEG). On 5
July 2013.
Osram Opto Semiconductors is a wholly owned subsidiary of Osram which designs and
manufactures opto-semiconductor products. One of the main products of this subsidiary is
light-emitting diodes (LEDs). As the world's second largest manufacturer of optoelectronic
semiconductor for the illumination, sensing and visualization sectors.
 CREE- Cree was founded in July 1987 in Durham, North Carolina.
Cree, Inc. is a multinational manufacturer of lighting-class LEDs, lighting products and
products for power and radio frequency (RF) applications. Most of its products are based on
silicon carbide (SiC), a rare, naturally occurring mineral compound which early Cree
researchers successfully synthesized in a laboratory. SiC enables higher performance in
applications which require high endurance and in semiconductor devices that operate at
high temperatures or high voltages, or both.
 ASIATECH INCORPORATION: AsiaTech incorporation Limited(ATI) is a high-tech company
which is established in 1999 and mainly engaged in LED components & LED application of
semiconductor illumination. It run its factory under ISO9001,CE and ROHS mark system.
Covering an approximate area of 5500m2, among which 2000m2 is for R&D and office and
3500m2 is for workshop. ATI is equipped with numerous of advanced experimentation
equipment and production line, and has an annual production capacity of 3,000,000pcs for
LED lights.

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 EVERLIGHT :Everlight Electronics was founded in 1983 by Robert Yeh, initially making
indicator lights for home appliances. By 2006, Everlight was Taiwan's largest manufacturer
of light-emitting diodes (LEDs), producing 1.850 billion units every month, and employing
4,000 people. In 2007, 40% of Everlight's revenue was derived from LEDs used for
backlighting of mobile phones, and it also began to expand into backlight LEDs for laptop
computers and televisions.
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LUMEX LED’s PRODUCT LINE
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 Lumex night bulbs.
 LUMEX flood lights.
 LUMEX eco bulbs.
 LUMEX street lights.
 LUMEX royal bulbs.
 XL LED tube lights.
 XL Slim round and square panel lights.
 XL LED surface lights.
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LUMEX NIGHT BULBS
WATTS COLOURS AVAILABLE PRICE
0.5W Red, Blue, Yellow, Green and
warm white
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LUMEX FLOOD LIGHTS
WATTS LUMEN OUTPUT PRICE
30 W ~2700 lumen 2499
50 W ~4500 lumen 3999
90 W ~8100 lumen 7499

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LUMEX ECO BULBS
7 W ~630 399
10 W ~900 549
12 W ~1080 649
15 W ~1350 849
LUMEX STREET LIGHTS
30 W ~2700 5199
60 W ~5400 9299
90 W ~8100 13999
LUMEX ROYAL BULBS
WATTS KELVIN LUMEN OUTPUT PRICE
3 W 6500 K ~255 179
3 W 3000 K ~210 179
5 W 3000 K ~350 229
9 W 6500 K ~765 299
12 W 6500 K ~1020 399
15 W 6500 K ~1275 599
LUMEX XL LED T8 TUBE LIGHT
WATTS KELVIN LUMEN OUTPUT VOLTAGE PRICE
16 W 6500 K ~1440 240 V 799
18 W 6500 K ~1620 240 V 899
LUMEX XL LED T5 TUBE LIGHTS
16 W 6500 K ~1440 240 999
18 W 6500 K ~1620 240 1199

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LUMEX SLIM ROUND PANEL LED
6 W 6500 K ~540 240 V 799
6 W 3000 K ~420 240 V 799
9 W 6500 K ~810 240 V 999
9 W 3000 K ~630 240 999
12 W 6500 K ~1080 240 1199
12 W 3000 K ~840 240 1199
18 W 6500 K ~1620 240 1599
18 W 3000 K ~1260 240 1599
48W(600mm*600mm) 6500 K ~4320 240 7999
48W(600mm*600mm) 3000 K ~3360 240 7999
LUMEX SLIM SQUAREPANEL LED
6 W 6500 K ~540 240 799
6 W 3000 K ~420 240 799
9 W 6500 K ~810 240 999
9 W 6500 K ~1260 240 999
12W 6500 K ~1080 240 1199
12 W 3000 K ~840 240 1199
18 W 6500 K ~1620 240 1599
18 W 3000 K ~1260 240 1599
48W(600mm*600mm) 6500 K ~4320 240 7999
48W(600mm*600mm) 3000 K ~3360 240 7999
LUMEX XL ROUND SURFACELIGHT
WATTS KELVIN LUMEN OUTPUT VOLTAGE PRIE
12 W 6500 K ~1020 240 1499
18 W 6500 K ~1530 240 1999
24 W 6500 K ~2040 240 2499

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LUMEX XL SQUARESURFACELIGHT
12 W 6500 K ~1020 240 1499
18 W 6500 K ~1530 240 1999
24 W 6500 K ~2040 240 2499
LUMEX XL COOL ROUND LED LIGHT
12 W 6500 K ~1080 240 1299
18 W 6500 K ~1620 240 1799

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MARKETING ANDDISTRIDUTION CHANNEL
It is often questioned why does any company afford to provide low prices even if it is of superior
quality ?
The answer to this question is the mode of distribution it follows for which it incurs low cost in
transit.
There arevarious levels of distribution:
 Zerolevel
 One level
 Two level
 Three level
ZERO LEVEL ONE LEVEL TWO LEVEL THREE LEVEL FOUR LEVEL

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LUMEX LED’s DISTRIBUTION CHANNEL
LUMEX led follows non trade method of distribution where it engages to deliver the product
directly from the manufacturer to the end users.
There are no other intermediary in between the manufacturer and the consumers , therefore there
are no conflicts between the channel members. LUMEX LED’s follows zero level marketing channel
which is otherwise known as direct marketing and this is the reason for which it affords to charge
less price for the products it delivers since there are no provision to charge commission by the
intermediaries .
ZERO LEVEL CHANNEL

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LUMEX LED’S SALES PROCESS
LUMEX LED’s follows a conventional method of selling.The sales process of LUMEX LED’s are
mentioned below:
 Product knowledge
 Lead generation
 Need assessment
 Following the lead
 Closing the sales
 Post sale services
 PRODUCTKNOWLEDGE
Product knowledge is an essential sales skill. Understanding your products' features allows you to
present their benefits accurately and persuasively. Customers respond to enthusiastic sales staff
who are passionate about their products and eager to share the benefits with them.
The sales force of LUMEX LED’s have immense knowledge about the insights of the products and
this makes it successful to sell the products in heterogeneous markets.
 LEAD GENERATION
Process of collecting names and contactinformation about qualified prospects which will be
contacted by the salespeople for generating orders. It usually involves direct response advertising
and telemarketing.
LUMEX LED’S generates leads from the list of architects and other potential business projects and
contact them through tele -calling and telemarketing .

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 NEED ASSESSMENT
A needs assessment is a systematic process for determining and addressing needs, or "gaps"
between current conditions and desired conditions or "wants". The need assessment is the most
important step in sales process but it is the most neglected one.
LUMEX LED’s put forth most of its effort in understanding and assessing the need of the target
customers and tries to fulfill them . It monitors the needs on a regular basis and come up with their
requirements.
 FOLLOWING THELEADS
Following the leads is another process in selling where after identifying the potential leads they are
followed or convinced to purchase or to create a deal with the company. This is a process of
maintaining relationship between the leads and the sales person and building a trust between them
so that they get motivated to purchase the products the company is offering.
LUMEX LED’s build relationships with most of its clients in a very delicate way.
 CLOSING THE SALES
Closing the sales(alsoreferredtoascompletionorsettlement) isthe final stepinexecutingareal
transaction.The closingdate is setduringthe negotiationphase,andisusuallyseveral weeksafterthe offer
isformallyaccepted.Onthe closingdate,the ownershipof the propertyistransferredtothe buyer.Inthis
processthe salesisfinallyexecutedandthe goodsreachto the end user.
 POST SALES SERVICES
Post- Sale basically means after-sales. Post sales behavior of consumer involves all the activities and
the experiences that follow after the sales.
LUMEX LED’s use after-sales services to reduce customer dissatisfaction if any after the purchase of
product or service. Marketers use customer complaint to assess their performance and use after
sales services to show customer commit

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LITERATURE REVIEW
Lighting accounts for roughly one-fifth of all global electricity consumption, yet the major share of
this energy is emitted not as light but as radiated heat from inefficient bulbs. Compact fluorescent
Lights (CFLs) were the initial substitute for incandescent bulbs, but certain characteristics of CFLs,
light emitting diodes (LEDs) will be used dramatically in the next few years because of its low
energy consumption and long life. This paper presents a survey of literature on the light (LEDs) as
energy efficient light bulbs due to their high efficiency. The literature shows an increasing interest
in this subject for the last decade, where the enhancement of LED lighting systems using various
controllers has been widely investigated. Several technical issues related to thermal properties and
LED array configurations have been highlighted. Moreover, some of the developments in LED driver
technology have been summarized.
According to the 2011 European Commission green paper up to 50% of total electricity
consumption in office buildings is used for lighting and the comparable figure for residential
buildings is 10-12%. Overall, lighting represents a significant proportion of electricity usage and the
worldwide drive to conserve energy and reduce CO2 emissions is driving the adoption of low energy
lighting technologies. In 2010 the global lighting industry was estimated to have revenues of $90B
growing to $130B by 2020. In Europe alone the industry is estimated to have revenues of $25B and
employ over 150,000 people (European Commission). The emerging markets such as India
represent considerable opportunities for growth as they transition to electricity based lighting
solutions.
The traditional incandescent lamp has been in production for over one hundred years and, although
many value the quality of its light, its very low efficiency is becoming increasingly expensive for
users. Consequently many countries have introduced phased legislation to ban incandescent lights
and replace them with higher efficiency technologies such as fluorescent, LED (Light Emitting Diode)
and OLED (Organic Light Emitting Diode). LED lighting technology is attractive because of its high
efficiency, long lifetime and the range of applications: backlighting for displays, automotive
and general lighting. In recent years there has been considerable investment in lighting
technologies with a total estimated $800M of venture capital invested in 2008-2010. This does not
count the considerable investments by established players such as Cree, Osramand Philips.The
remainder of this note will concentrate on the application of LEDs to general lighting applications
Incandescent light bulbs are now banned in the EU, while energy-saving lamps remain a bone of
contention. In 2016, it will be lights out for halogen bulbs over 10 watts as well. LEDs (light-emitting
diodes) therefore have the best chance of becoming the light source of the future. Experts reckon
that LED retrofit lamps for use in standard bulb fittings will overtake traditional energy-saving bulbs
for the first time from 2015. By 2020 it is predicted that LEDs will have captured between 88 and 90
percent of the lighting market. The tiny diodes offer a whole host of advantages as the most
environmentally friendly source of light – they contain no harmful substances, consume less energy
and, with a lifetime of between 15,000 and 30,000 hours, last longer than conventional light
sources. They also work at full brightness as soon as you flick the switc

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RESEARCH METHODOLOGY
Research refers to the search for knowledge. One can also define research as the scientific and
systematic search for pertinent information on a specific topic. It is an art of scientific investigation.
Researchmethodology: It is the way to systematically solve a problem. The methodology in
this study is explained below:-
A) Types of research : The type of research used in this report are : a) Quantitative Analysis
b) Correlation/Regression
B) Sampling plan:It includes all the essential information about the samples. The sample plan
includes:
Sample unit- It refers to the target respondents to whom the study has been conducted. In this
research the sample unit are the dealers, trading company, business houses and households.
Sample size – It refers to the number of samples to which the study has been conducted. In this
research the sample size taken is 30
Sampling techniques - It refers to the types and mode of sampling which is used in this study.
The sampling technique used in this research is non- probabilistic sampling.
Non probabilistic sampling includes:
a) Convenience sample: The researchers select the most accessible population members.
b)Judgment sample: The researcher selects population members who are good prospects for
accurate information
c)Quota sample: The researcher finds and interviews a prescribed number of people in each of
several categories

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C)Sample frame: The sample frame constitutes the architect’s, the dealers and the households
residing in and around Bhubaneswar area in Odisha.
D)Data analysis: It involves the sources of data and the tools used in representing the data in the
research report.
Sources of data:
a) primary source: I have used questionnaire as my primary source for collecting the data.
b) Secondary source: I have collected my secondary data from company journals and different
websites.
E) Data Interpretation: Data interpretation is that in which we analyse the whole collected data
and tries to get a result or interpret it in understandable terms.

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1. The respondants who buy LED lights:
Statistics
Different respondants ofLED
N Valid 30
Missing 0
interpretation: The percentage of respondants who have filled the questioonaire belong to the tading
company followed by distributors, retailers and the households.
Different respondants of LED
Frequency Percent Valid Percent
Cumulative
Percent
Valid Retaier 5 16.7 16.7 16.7
trading company 11 36.7 36.7 53.3
Distributor 10 33.3 33.3 86.7
Household 4 13.3 13.3 100.0
Total 30 100.0 100.0

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2. The income level of the respondants:
interpretation: The income level of the respondants were high on thr range of 20,000-30,000 and
33.33% of respondants were in the range of more than 50,000 and only 10% were in thr range of
30,000-50,000.
Statistics
Income level of the respondants
N Valid 30
Missing 0
Mean 1.7667
Std. Deviation .93526
Variance .875
Income level of the respondants
Frequency Percent Valid Percent Cumulative Percent
Valid 20000-30000 17 56.7 56.7 56.7
30000-50000 3 10.0 10.0 66.7
<50000 10 33.3 33.3 100.0
Total 30 100.0 100.0

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3. The level of awareness regarding the LED lights in odisha:
Statistics
level of awareness regarding LED
N Valid 30
Missing 0
interpretation: 86.7% respondants are aware about the LED lights in the region of Odisha while he
rest 13.3% of the respondants are unaware about the LED lights in Odisha.
level of awareness regarding LED
Cumulative
Percent
Valid yes 26 86.7 86.7 86.7
no 4 13.3 13.3 100.0
Total 30 100.0 100.0

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4. The preference of respondants regarding the lights:
preferences regarding the lights
Cumulative
Percent
Valid incandescentlamps 1 3.3 3.3 3.3
CFL 12 40.0 40.0 43.3
LED 17 56.7 56.7 100.0
Total 30 100.0 100.0
Interpretation: on asking about the preference of the respondants regarding the lights they use ,
3.3% prefered to use incandescent lamps, 40% use CFL's while the rest 56.7% use or prefer to use
LED.
Statistics
preferences regarding the lights
N Valid 30
Missing 0

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5. The relationship between income and the brand selection of LED lights of the respondants:
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Income level of the
respondants * preferences
regarding the type of brand
in LED's
30 100.0% 0 0.0% 30 100.0%
Income level of the respondants * preferences regarding the type of brand in LED's Crosstabulation
Count
preferences regarding the type of brand in LED's
LUMEX LED SYSKA LED PHILIPS EVEREADY
Income level of the
respondants
20000-30000 0 8 6 3
30000-50000 1 1 0 1
<50000 4 4 0 2
Total 5 13 6 6

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Income level of the respondants * preferences regarding the type of brand in LED's Crosstabulation
Count
Total
Income level of the respondants 20000-30000 17
30000-50000 3
<50000 10
Total 30
Chi-Square Tests
Value df
Asymptotic
Significance (2-
sided)
Pearson Chi-Square 11.651a 6 .070
Likelihood Ratio 15.631 6 .016
N of Valid Cases 30
a. 11 cells (91.7%) have expected count less than 5. The minimum
expected count is .50.

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Interpretation: The respondants whose income scale is from 20,000-30,000 prefer SYSKA LED
Mmostly, the respondants whose income is from 30,000-50,000 like LUMEX, SYSKA and EVEREADY
proportionately , while the respondants whose income level is more than 50,000 prefer SYSKA and
LUMEX more.

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6. Features that attracts respondants to any brand while purchasing LED'S:
features of LED that attracts the respondants to that brand
Cumulative
Percent
Valid quality assurance 1 3.3 3.3 3.3
durability 13 43.3 43.3 46.7
warranty 7 23.3 23.3 70.0
price 9 30.0 30.0 100.0
Total 30 100.0 100.0
Interpretation: 43.3% like LED due to its durability, 30% due to price,23.3% due to warrenty and
the rest due to its quality assurance.
Statistcs
N Valid 30
Missing 0

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7. The ranking of the LED LIGHTS regarding quality:
ranking of the brand
Cumulative
Percent
Valid highly satisfied 7 23.3 23.3 23.3
satisfied 13 43.3 43.3 66.7
neutral 2 6.7 6.7 73.3
dissatisfied 5 16.7 16.7 90.0
highly dissatisfied 3 10.0 10.0 100.0
Total 30 100.0 100.0
Statistics
N Valid 30
Missing 0
Mean 2.47
Std. Deviation 1.306
Variance 1.706

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INTERPRETATION: 43.3% respondants are satisfied with the quality of the LED lights, 23.3% are
highly satisfied, 6.7% are neutral in their response, 16.7% are dissatisfied while the rest 10% are
highly dissatisfied.

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8. The ranking of the LED LIGHTS regarding packaging:
Cumulative
Percent
satisfied 11 36.7 36.7 63.3
neutral 2 6.7 6.7 70.0
Total 30 100.0 100.0
Statistics
N Valid 30
Missing 0
Mean 2.43
Variance 1.564

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Interpretation: 36.7%% respondants are satisfied with the packaging of the LED lights, 26.7% are
highly satisfied, 6.7% are neutral in their response, 26.7% are dissatisfied while the rest 3.3% are

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9.The ranking of the LED LIGHTS on its price:
Statistics
N Valid 30
Missing 0
Mean 2.17
Variance 1.109
ranking of the LED
Cumulative
Percent
satisfied 14 46.7 46.7 73.3
neutral 4 13.3 13.3 86.7
Total 30 100.0 100.0

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INTERPRETATION: 46.7%% respondants are satisfied with the price of the LED lights, 26.7% are
highly satisfied, 13.3% are neutral in their response, 10% are dissatisfied while the rest 3.3% are

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10.The ranking of the LED PRODUCTS on its post sale services:
Statistics
N Valid 30
Missing 0
Mean 2.20
Variance 1.614
Cumulative
Percent
satisfied 10 33.3 33.3 70.0
neutral 3 10.0 10.0 80.0
Total 30 100.0 100.0

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INTERPRETATION: 36.7%% respondants are satisfied with the
packaging of the LED lights, 26.7% are highly satisfied, 6.7% are
neutral in their response, 26.7% are dissatisfied while the rest
3.3% are highly dissatisfied.
.

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Cumulative
Percent
satisfied 13 43.3 43.3 70.0
neutral 3 10.0 10.0 80.0
Total 30 100.0 100.0
11. The ranking of LED on warranty:
Statistics
N Valid 30
Missing 0
Mean 2.23
Variance 1.151

46
INTERPRETATION: 36.7%% respondants are satisfied with the packaging of the LED lights, 26.7%
are highly satisfied, 6.7% are neutral in their response, 26.7% are dissatisfied while the rest 3.3% are
.

47
12. The type of LED product liked by respondants:
Statistics
N Valid 30
Missing 0
types of led respondants like
Cumulative
Percent
Valid LED bulb 7 23.3 23.3 23.3
LED surface light 11 36.7 36.7 60.0
LED panel light 9 30.0 30.0 90.0
LED flood light 2 6.7 6.7 96.7
others 1 3.3 3.3 100.0
Total 30 100.0 100.0

48
INTERPRETATION: 23.3% respondants like LED bulbs, 36.7% like LED surface lights, 30% like LED
panel light, 6.7% like LED flood light while 3.3% like other products.

49
13. The respondants who are aware about LUMEX LED:
Statistics
level of awareness regarding
LUMEX LED
N Valid 30
Missing 0
INTERPRETATION: 43.3% know about LUMEX LED while 56.7% does not know about
LUMEX LED.
level of awareness regarding LUMEX LED
Cumulative
Percent
Valid yes 13 43.3 43.3 43.3
no 17 56.7 56.7 100.0
Total 30 100.0 100.0

50
14. The ratings given by the respondants on its heat resistance properties of LUMEX LED:
Statistics
level of satisfaction on LUMEX
LED
N Valid 30
Missing 0
level of satisfaction on LUMEX LED
Cumulative
Percent
Valid Highly satisfied 7 23.3 23.3 23.3
Satisfied 8 26.7 26.7 50.0
Neutral 7 23.3 23.3 73.3
Dissatisfied 5 16.7 16.7 90.0
Total 30 100.0 100.0

51
INTERPRETATION: 23.3% respondants are highly satisfied with the HEAT RESISTANCE of the LUMEX
LED lights, 26.7% are satisfied, 23.3% are neutral in their response, 16.7% are dissatisfied while the
rest 10% are highly dissatisfied.

52
15. The ranking of LUMEX LED on its durability:
Statistics
level of satisfaction on lumexLED properties
N Valid
30
Missing 0
level of satisfaction on lumex LED properties
Cumulative
Percent
satisfied 11 36.7 36.7 60.0
neutral 2 6.7 6.7 66.7
Total 30 100.0 100.0

53
INTERPRETATION: 23.3% respondants are satisfied with the durability of the LUMEX LED lights,
26.7% are highly satisfied, 6.7% are neutral in their response, 30% are dissatisfied while the rest 3.3%
are highly dissatisfied.

54
16. The ranking of LUMEX led for its discount:
Cumulative
Percent
satisfied 12 40.0 40.0 80.0
Total 30 100.0 100.0
Statistics
N Valid 30
Missing 0

55
INTERPRETATION: 40% respondants are highly satisfied with the discounts of the LUMEX LED lights,
40% are satisfied, 13.3% are dissatisfied , 6.7% are highly dissatisfied .

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16. The ranking of LUMEX led for its services:
Cumulative
Percent
satisfied 14 46.7 46.7 86.7
Total 30 100.0 100.0
Statistics
N Valid 30
Missing 0

57
18. The recommendation of the respondnts regarding the use of LUMEX LED in future:
recommendation of LUMEX LED
Cumulative
Percent
Valid YES
21 70.0 70.0 70.0
NO 5 16.7 16.7 86.7
MAY BE 4 13.3 13.3 100.0
Total 30 100.0 100.0
Statistics
recommendation ofLUMEX LED
N Valid
30
Missing 0

58
INTERPRETATION: 70% OF respondants would like to recommend LUMEX LED to others, 16.7%
disagreed while the rest 13.3% is doubtful.

60
STRENGTH
 HIGHEST WARRENTY THAN OTHER
BRANDED COMPANIES.
 EXTENDED POST SALE SERVICES.
 EYE FRIENDLY AND HEAT RESISTANCE
PROPERTY UNLIKE OTHER BRANDS.
WEAKNESS
 NON BRANDED LED
 PRICES ARE ALMOST COMAREABLE
WITH THE MARKET LEADRER SYSKA
LED.
OPPORTUNITY
 HAVE CHANCES TO EXIST IN THE
MARKET IF IT PROMOTES THROUGH
ADVERTISEMENTS AND NEWSPAPER
MEDIA.
THREAT
 MANY BRANDED CMPANIES LIKE
SYSKA, PHILIPS PRODUCTS ARE
AVAILABLE I LOWER PRICE THAN
LUMEX.
 THE UJALA SCHEME BY GOVERNMENT
IS A MAJOR THREAT TO NON-BRANDED
LED's LIKE LUMEX LED'S.

61
LIMITATIONS OF THE STUDY
 The research was restricted to odisha market only.
 Most of the respondants generally prefer branded lights when it comes to LED.
 LUMEX LED is not known to many of the respondents so their choices and preferences
vary differently.
 LUMEX led's generally go for non trade method of selling and only focuses on the
contractors and builders while neglect to dealers and households.

62
SUGGESTIONS TO THE COMPANY
 It should have followed the penetration pricing policy
 It should have included properdistribution strategy and include the channel members.
 Proper competitors analysis is much needed.
 It should have proper integration of marketing mix.

63
CONCLUSION
It’s amazing to think that just a few years ago, many people thought of LEDs as nothing
more than the tiny red lights in our laser pointers but my, how the times have changed!
With more and more people realizing the energy-efficiency benefits of LED lighting, it seems
that everything from headlights to TVs to even clothing and wallpaper are now being lit up
by the versatile lighting technology. Unlike incandescents, LEDs are super-compact, don’t
emit heat and use just a fraction of the energy – plus their flexible, plastic design allows
them to be used in a wonderful variety of innovative ways that other types of lighting just
can’t touch. We’ve seen so many weird and wonderful uses for LED lighting lately that we
decided to put together a roundup of our favorite examples for your viewing pleasure

64
APPENDIX:
Name: ____________________________________________________
Address: ____________________________________________________
____________________________________________________
1. Are you a:
a. Retailer b. trading company c. Distributor d. End users
2. Annual income:
A.20000-30000 b. 30000-50000 c. 50000 & above
4. Are you aware of LED lights?
a. Yes b. No
3. Which type of electric lights do you prefer the most?
a. Incandescent bulbs b. CFL c. LED
5. When it comes to buying LED lights, which company do you prefer?
a. LUMEX LED b. Syska LED c. Philips d. Eveready
6. What features attract you towards any brand of LED lights?
a. Quality assurance b. Durability c. warranty d. Price
7.How would you like to rank the LED LIGHTS on the basis of the following: (1 being highest & 5 being
Lowest)
1 2 3 4 5
Quality
Packaging

65
price
post sale services
warranty
8. What type of LED products do you generally look for?
a. LED bulbs b. LED surface lights c. LED panel light d. LED flood light e. others
9. Are you aware of Lumex LEDs ?
a. Yes b. No
10. What is your satisfaction level regarding Lumex LEDs?
a. Highly satisfied b. Satisfied c. Neutral d. Dissatisfied e. Highly dissatisfied
11. How would you like to rank Lumex LEDs on its properties:
1 2 3 4 5
Heat resistance
Durability
life span
Discounts
Services
12. Would you recommend Lumex LEDs to anyone?
a. Yes b. No c. May be

66
Any suggestions: ____________________________________________________________
_____________________________________________________________
Thank you for your co-operation and effort to fill up this questionnaire

67
BIBLIOGRAPHY:
Books used:
 Saxena Rajan, Marketing Management , 5th edition 2012.
 kotler Philip and Keller Kelvin, Marketing Management, 14th Global edition, 2012.
References:
 www.wikipedia.com
 www.businessdictionary.com
 www.energystar.gov

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