INTRODUCTION

The worldwide electric power industry provides a vital service essential to modern life. It
provides the nation with the most prevalent energy form known in historyelectricity.
The electric

power

industry is

the generation, transmission, distribution and sale

of electric power to the general public. The electrical industry started with introduction
of electric lighting in 1882. Throughout the 1880s and 1890s, growing economic and
safety concerns lead to the regulation of the industry. Once an expensive novelty limited
to the most densely populated areas, reliable and economical electric power has become a
requirement for normal operation of all elements of developed economies.
Customer satisfaction and loyalty research is so powerful primarily because it enables
companies to communicate directly with customers about their needs - assuring that the
quality standards you establish reflect the voice of the customer - and not just the
company line. This type of research can help the organizations to:

Learn about their strengths and weaknesses

Determine strengths and weaknesses relative to competitors
Allocate resources for optimal impact and satisfaction
Gain additional insight into the sources of dissatisfaction and areas requiring
improvement

Customer service is defined as activities and programmes provided by the seller to the
buyer to make the relationship a satisfying one. It is an activity or benefit that one
party offers to another, which is, essentially, intangible and does not result in the
ownership of anything. Its production may or may not be tied to a physical item.
Variability of services is dependent on who provides them and when they are
provided. (Armstrong et al, 1999). Customer satisfaction is a dynamic concept as it
changes at a very fast rate. The customer satisfaction includes machinery put in place
by an organization to ensure that its processes and operations are efficient and
effective. The higher the customer satisfaction, the higher the retention of customers
as service delivery levels of an utility firm such as, Powerlite System are dictated by
cost effective tariffs and quality supply of the service.

This project consists of a detailed study which was undertaken at Powerlite system pvt.
ltd. on the companys overall functioning. The project explains the satisfaction level of
retailers and consumers towards Products of Powerlite system.
Powerlite System is acknowledged as a manufacturer & supplier of the widest range of
quality low voltage electrical equipment. With a number of strategic alliances in place,
Powerlite System is the only company that has shown phenomenal growth rate with the
help of various joint ventures, acquisitions, mergers and takeovers.
Lighting specifies consider the most important color performance characteristics of a
light source to be the color appearance of the source, most often expressed by CCT, and
the color rendering ability of the light source, most often expressed by CRI. Given the
present state of knowledge about predicting objects' color appearance under different
light sources, no single metric can capture the multidimensional aspects of color
rendering. NLPIP recommends the use of three metrics (CRI, GA, and FSCI) to represent
the color rendering properties of light sources. A high CRI implies that colors will appear
natural; a high FSCI implies that the light source will enable good discrimination
between small color variations; and a large GA implies colors will be highly saturated.

OBJECTIVES OF THE STUDY

Every study is conducted with key objectives and aims kept in the fore. Without aims and
objectives the study is like a ship without radar. So aims and objectives of this study are.

To understand the awareness level of Powerlite System green CFL.

To know how satisfied are customers and retailers with the products they purchase
and the services provided by the company.

To know the most influential factors that influences the customer behaviour
towards green CFL.

REVIEW OF LITERATURE
Levesque, T and McDougall, G.H.G. (1996), the study investigated the major
determinant of customer satisfaction and future behavioral intensions in the retail banking
sector. The study identifies the determinants that include service quality dimensions (e.g.
getting it right the first time), service features (e.g. competitive interest rates), service
problems, service recovery and products used. The study finds, in particular, that service
problems and the banks service recovery ability have a major impact on customer
satisfaction and intention to switch banks. However, the results do not support the view
that satisfactory problem recovery leads to greater customer satisfaction or closer
bonding of the customer with the provider. At best a satisfaction problem recovery
leads to the same level of customer satisfaction as when a problem had not occurred.
Malhotra, M., and Arora, S. (1999). The study investigates that level of customer
satisfaction in the public sector banks and th3e private, with the purpose of helping bank
managements to formulate marketing strategies to attract customers towards them. The
exploratory study was done by collecting dataa from the cities of amritsir, Ludhiana and
Chandigarh. Twenty attributes were taken into consideration for measuring the level of
satisfaction/disatiasfaction. The study found that there are six factiors, in order of their
improtance are routine operation factor, price factor, situation factor, environmental
facotrs, technology factor and interactive facror. Similarly, for customers of private
sector banks, the foactors found to be important are staff factor, routine operation factor,
service factor,

environmental facotrs, technology factor, interactive facror and

promotional facotr. Moreover, factor wise average scores of these factors reveal that
there is significant difference between the satisfaction lvele of the customres of public
and the private sector banks. The latter are found to be more satisfied. A few strategies
suggested by the authors to improve service quality are proper training of the staff,
conducting market surveys periodically, personaliziang the service, avoiding long
queues,having well lit, ventilated and clean surroundings.

Armstrong Robert W., and Seng T.B. (2000), The study extends the current
undrstanding of cuctomer satisfaction at the business to business level in the Asian
banking industry. It incorporates guanxi (Cuhinese business relationship), relationship
marketing and the disconfirmation paradigm. The research highlights the importance of
relational constructs and disconfirmation paradigm in the influencing customer satisfction
at the business to business level in the Singapore banking industry. At the business
to business level in the Asian context, the disconfirmation papdigm is still the
predominant paradigm influencing the customer satisfaction process.

Relationship

marketing and guanxi are significant in the comprehesive model of corporate customer
satisfaction. Relationship marketing is found to have both a direct and an indirect impact
through disconfirmation) on corporate customer satisfaction. Guanxi is found to exert an
idirect impact on satisfaction as opposed to the intial hypothesized direct impact on
satisfactionon.
Athanassopoulous, A., Gounraris, S. and Stathakopuoulos V. (2001), The paper
investigates the behavioural consequences of customer satisfaction in the banking
industry.

The authors examine theimpact of customer satisfaction on customers

behavioural responses. The findings indicate that when customers assessed customer
satisfaction to be high, they either decided to stay whith the existing service provideror
subdue their negative behavioural intensitons. Customer satisfaction is also found to
have strong positive association with word-of mouth communication.

The research

reuslts confirm prior research and indicate that the customer satisfaction dimensions
arenot industry specific, but also country specific.

The authors suggest to develop

strategies to enhance behavioral responses to customer satisfaction and prohibit negative

ones. Such strategies can include meeting customers desired service levels, preventing
service problemsfrom occuring, dealing effectively with dissatsfied customers, solving
service problems effectively when they occure and dealing with customer complaints
positively.
Sureshchandar G.S., Rajendran C. and Anantharaman R.N. (2002) adopt a different
approach and view customer satisfaction as a multi dimensional construct just as service
5

quality, but argues that customer satisfaction should be operationalized along the same
factors (and the corresponding items) on which service quality is operationalized. Based
on this approach, the link between service quality and customer satisfaction has been
investigated. The results indicate that the two constructs are indeed independent but are
closely related, implying that an increase in one is likely to lead to an increase in another.
Singh S. (2004) empirically studies the appraisal of customer services of PSBs in terms
of level of customer service and satisfaction determined by brand, location and design,
variety of services, rates and changes, systems and procedures etc. The study concludes
that staff behavior is very polite and services are provided even in the late hours. Study
reveals that 62 percent respondents answer that immediate credit is not given for
outstation cheques, 93 percent feel that they do not hold periodical meetings and services
are not provided according to the given schedules. It concludes that services of private
sector banks are better than the services of public sector banks.
Saha P. and Zhao Y. (2005) analyze the relationship between service quality and
customer satisfaction in internet banking and five service quality dimensions are selected.
A qualitative research approach is used to get a better understanding of this issue. A small
quantitative survey has been also conducted to support the results obtained from the
qualitative study. Nine service quality dimensions i.e. efficiency, reliability,
responsiveness, fulfillment, privacy, communication, personalization, technology update
and logistic/technical support are identified in this study. The quality performance of all
the nine dimensions is shown to have a strong impact on customer satisfaction.
Consumer Voice (2006) conducted a survey to study the customer satisfaction level of
3100 serving banks, credit and debit card holders, who are covered during the period
September 2005 to November 2005. The survey is conducted in eight cities, where the
maximum numbers of respondents come from SBI (17.10 pc) followed by ICICI Bank
(8.80 pc) and the maximum surveyed customers belong to the age group of 26-34 years.
The study reveals that Citibank has the most dissatisfied customers and most of the
customers are shifting from public sector banks to private sector banks, mainly due to
6

convenient availability and due to restricted functioning hours of public sector banks.
Overall, only 6 pc of the respondents use internet banking and most of them (16.3 pc) are
registered with HSBC followed by ICICI Bank (12.6 pc). Overall, the study concludes
that Standard Chartered Bank, Vijaya Bank and Syndicate Bank steal the march, the little
known the United Western Bank performs impressively and Citibank is the most overrated bank.
Mishra J.K. and Jain M. (2007) study various dimensions of customer satisfaction in
nationalized and private sector banks. Two-stage factor analysis is computed to arrive at
the dimensions of customer satisfaction. The study analyzes ten factors and five
dimensions of customer satisfaction for nationalized and private sector banks
respectively. The study concludes that satisfaction of the customers is an invaluable asset
for the modern organizations, providing unmatched competitive edge, it helps in building
long term relationship as well as brand equity. The best approach to customer retention is
to deliver high level of customer satisfaction that result in, strong customer loyalty.
Puja Khatri & Yukti Ahuja (2008) have analysed customer satisfaction in public and
private secotr banks and revealed that the Indian banking sector has witnessed heightened
competition with so many banks coming up with all their potential and using their global
strength to their advantage in order to establish themselves in the market. Private Banks
seem to have satisfied its customers with good services and they have been successful in
retaining its customers by providing better facilities than Public sector Banks. But, still
Private Banks need to go a long way to become customers first preference. In an
economy of innovative technologies and changing markets, each and every service
quality variable has become important. New financial products and services have to be
continuously introduced in order to stay competent. Success mantra could be customer
centric orientation, where the organization builds long term strategic relationships with its
customers and Private sector Banks have been successful in achieving such relationship
with customers however public sector banks have to improve in this area. Private Banks
need to concentrate more on their credit facilities and insurance services since customers
do not have a very good opinion about these facilities being offered by Private Banks.
7

Public sector banks enjoy the trust of the customers, which they have been leveraging to
stay in the race however they need to improve their service quality by improving their
physical facility, infrastructure and giving proper soft skill trainings to their employees.
The efforts have to be made in the direction of enhancing the retail banking experience.
That is why a wellperformed service encounter may even

vercome the negative

impression caused by poor technical quality as well as generate positive word-of-mouth,

particularly if customers witness that employees have given their best in order to satisfy
them during a contingency. Employees are part of the customer service process, which is
the key to success for any bank. It is these encounters with customers during a service
that are the most important determinants of overall customer satisfaction, and a
customers experience with the service will be defined by the brief experience with the
firms personnel and the firms systems. Any laxity at the end of the employees can lead
to customer defect.
R.K. Uppal (2009) studied customer service and customer satisfaction in Indian
commerical banks and concluded that in the emerging competitive environment and IT
era with little or no distinction in the product offering, it is speed of rendering service that
sets apart one bank from another. Prompt service is eaquated with quality service. Time
is a major factor which affects the quality & reputation of the banks. E-banks are
providing quick service & that is why they are becoming more popular. Hence, it is very
essential that all bank groups should put in place the right kind of systems to further cut
down on service time and render instantaneous service to the customers. Only such
banks will satisfy the customers expectations and tend to survive in the rat race for
market shares in the days to come.
Ernst and Young survey (2011), more than 20,500 global retail banking customers
including 1,000 respondents from India, was surveyed. The survey aimed to identify the
driving factor of customer relationships with their banks. Majority of the retail customers
of Indian banking sector are satisfied with the banking system, according the survey.
The positive attitude showed by the banks in handling the global financial melt-down of
2008, has increased the trust of the people in the banking system of the country. As per

the survey findings, 'A New era of Customer Expectation' that is yet to be released
globally, 75% of the retail banking customers in India said that their trust in the banking
industry grew in 2010. Indians have the highest level of trust and satisfaction in their
banking industry. The credit crisis has had minimal impact on customer confidence in the
Indian banking industry,
Benefited with the conservative banking policies applied by the banking sector regulator
Reserve Bank of India, Indian remained relatively untouched by the global financial
crisis. The survey also concluded that Indian banks have lived up to the expectations of
majority of their clients as the global financial crisis of 2008 had a minimal impact on
them compared to their global peers.
Jyoti Agarwal (2012) studies customer satisfaction in banking services in Aligarh
district. She examined that the banking sector in India is undergoing major changes due
to competition and the advent of technology. The customer is looking for better quality
services which enhance his/her satisfaction. This study derives its basis from various
research findings and is also in line with empirical findings with respect to customer
satisfaction by other researchers.

RESARCH METHDOLOGY

Research design
The research will be Descriptive in nature. In descriptive research design, is the designed
to describe, rather than explain a set of conditions, characteristics or attributes of people
in a population based on measurement of a sample. The original data is collected with the
help of the responses obtained from the questionnaire.

Sample Size:
The sample of the study includes 100 respondents consisting of 50 retailers and 50
customers.

Sample Method:
The research was made by the survey in accordance to the convenience of the employees.
So the sample is Non- Probability Convenient Sampling

Data Collection
The questionnaire formulated on a sample of 100 respondents Researcher himself asked
question for more information and Clarification. The purpose of the study was explained
to all respondents in Order to get good response.

The methodology used is balance of primary and secondary sources.

1. For primary data: Questionnaires.
2. For secondary data: Business Magazines, Books, Journals, and Periodicals, Internet.
10

Data Preparation and Analysis

Data preparation includes coding of responses. Each questionnaire form was inspected
and edited and the responses from the employee were recorded for qualitative
information. In order to express complex data into concise and logical form, the collected
was transformed into the form of tables and graph.

11

LIMITATIONS OF THE STUDY

After the successful completion of this project, we admit that despite of the best of our
efforts: there had been some limitations of the project as such a vast topic needs more
investment in terms of time, money and much more consideration and expertise. Some of
the limitations are given below:

The sample size is too small to reflect the opinions of the users

The answers given by the respondent have to be believed and have to be taken for
granted as truly reflecting their ideas.

There was time constraint in executing the research

12

COMPANY PROFILE
Starting off as an electrical trading company in, Powerlite System. today is an emerging
leader and an end-to-end solution provider in the Power Distribution Equipment industry.
The company catering to the needs of domestic and industrial market has seven
manufacturing units in India.
Powerlite System, a billion-dollar-plus organization, and one of the largest & India's
fastest growing electrical and power distribution equipment company, manufacturing
products ranging from Building Circuit Protection, Industrial & Domestic Switchgear,
Cables & Wires, Energy Meters, Fans, CFL Lamps, Luminaries for Domestic,
Commercial & Industrial application and Modular Switches.
Powerlite System owns some of the prestigious global brands like Crabtree, Sylvania,
Concord, Luminance, Claude, Sylvania: Linolite, SLI Lighting & Zenith.
Powerlite System reach stretches across 91 branch offices, over 2000 authorized dealers
and thousands of approved retail outlets. The company has an enviable clientele, not only
in the domestic market, but also in international markets like UK, Malaysia, Singapore,
Bangladesh, Sri Lanka, Dubai, Africa, Iran and Iraq. The company is currently exporting
to over 50 countries globally.
Powerlite System is acknowledged as a manufacturer & supplier of the widest range of
quality low voltage electrical equipment. With a number of strategic alliances in place,
Powerlite System is the only company that has shown phenomenal growth rate with the
help of various joint ventures, acquisitions, mergers and takeovers.
Powerlite System recently acquired Frankfurt headquartered, SLI Sylvania for $ 300 mn .
The company is a leading global designer and provider of lighting systems for lamps and
fixtures. Sylvania is one of the most globally recognized brand for over a century in the
electrical industry with brands like Sylvania, Concord: marlin, Lumiance, Marlin, Claude
and Linolite-Sylvania..

13

Vision:
"To be a globally recognized corporation that provides best electrical & lighting
solutions, delivered by best-in-class people."
Mission:
To achieve our vision through fairness, business ethics, global reach, technological
expertise, building long term relationships with all our associates, customers, partners,
and employees.
Values:
Customer Delight: A commitment to surpassing our customer expectations Leadership by
example. A commitment to set standards in our business and transactions based on mutual
trust. Integrity and Transparency: A commitment to be ethical, sincere and open in our
dealings. Pursuit of Excellence : A commitment to strive relentlessly, to constantly
improve ourselves, our teams, our services and products so as to become the best in class
1.2) Promoters
Powerlite Group is one of the fastest growing Electrical and Power Distribution
Equipment Company in the country, manufacturing products ranging from building
circuit protection, industrial & domestic switchgear, cables & wires, energy meters, fans,
CFLs, luminaries, bath fittings and modular switches.
The group comprises of 5 companies
1) Powerlite System. (the flagship company)
2) Standard Electricals
3) Crabtree India Ltd
4) TTL
5) Sylvania

14

With 13 state of the art manufacturing plants, 24 branch offices and a strong backing of
over 3000 professionals across India the group has achieved rapid success in the past few
years.
Milestones
Years

Achievements

1958:

Commenced trading operations in Delhi

1976:

Set up the first manufacturing plant for Rewire able Switches and Changeover

1979 :

Switches at Kirti Nagar, Delhi.

Set up a manufacturing plant for HBC Fuses at Badli, Delhi

1980:

Started manufacturing high quality Energy Meters at Tilak Nagar, Delhi

1983:

The Company was originally incorporatd as Powerlite System India Private Limited
on 8th August under the Companies Act 1956 promoted by S/Shri Qimat Rai Gupta
and Surjit Kumar Gupta.
The Company also entered into a Technical Collaboration with M/s Christian Geyer
GmbH & Co. Germany for the manufacture of Miniature Circuit Breakers in India.
Acquired Towers and Transformers Ltd. and turned it into a profitably manufacturing

1987 :

Energy Meters Company in 1 year

Started manufacturing MCBs at Badli, Delhi in Joint Venture with Geyer, Germany

1989 :

The company undertook addition to its tool room facilities by going in for

1990 :

manufacturing of sheet metal and moulding tools in-house

Set up a manufacturing plant at Sahibabad, UP for Changeover Switches

1991:

The company amalgamated with itself Elymer Havbell's Pvt. Ltd. which had facilities

1992:

for manufacture of HRC fuses with an installed capacity of 2 50 000 pcs.

The name was changed to Powerlite System India Limitd vide certificate dated 31st
March
For the manufacture of ELCBs the Company signed another Technical Collaboration

1993 :

with M/s Schiele Industrieworke Germany.

Set up another manufacturing plant at Faridabad, Haryana for Control Gear Products

1994 :

The company successfully launched the latest IEC design contractors relays and motor
starters for the first time in India which have been well received in the market.
15

The company has finalized tie-ups in UAE Oman Kuwait and Egypt for marketing its
1995 :

vast range of products in these countries.

The Company has introduced Product Managers and "Industrial Teams" to emphasize

1996 :

the product mix and to strengthen its presence in all market segments.
Acquired a manufacturing plant at Alwar, Rajasthan for Power Cables & Wires and
entered into the manufacture of low tension power cables.
Entered into a Joint Venture with Electrium, UK for manufacturing Dorman Smith
MCCBs and Crabtree Modular Plate Switches.
Schiele industriwerke Germany who have been our collaborators for ELCBs have
entered into a new technical collaboration with the company for quality upgradation
for its products in the controlgear division.
The company decided to enter into the manufacture of Three Phase Energy Meters for
industrial applications.
Powerlite System group signed a Joint Venture Agreement with Hanson Electrical a
group company of the UK Pound 11 Billion Anglo-American conglomerate Hanson

1997 :

Plc. one of the top ten Companies of UK.

Acquired Electric Control & Switchboards at NOIDA, UP for manufacturing
customized packaged solutions.
- Powerlite System Dorman Smith Pvt. Ltd. U.K. JV company wherein Powerlite
System India Ltd is a 25% shareholder with Electrium Ltd. UK with the introduction
of state-of-the-art `DORMAN SMITH' brand Moulded Case Circuit Breakers in India.
- Powerlite System group has signed a new JV agreement with Ampy Automation
Digilog Ltd. UK.
JV partners have tested the MCBs and have entered into an agreement with the
Company to exclusively market the MCBs in the world wide markets
Introduced high-end Ferraris Meters in Joint Venture with DZG, Germany.
Cable division at Alwar is now ISO-9001 certified.

1998 :

The 50:50 JV company "Powerlite System Dorman Smith Ltd. in which Powerlite
System India Ltd. is a 25% shareholder had launched Moulded Case Circuit Breakers
last year in the Indian market.
The Company also launched "Crabtree" brand modularplate switches which is being
16

perceived as the best available product in the market

1999 -

Electrical switchgear makers Powerlite System India has entered into a strategic
partnership with Cambridge Technology Partners India for implementing ERP on a
fast-track.
- The company has a 50:50 joint venture with DZG of Germany for manufacture of
high-end electromechanical and electronic energy meters.

2000 :
Acquired controlling stake (60%) in Duke Arnics Electronics (P) Limited engaged in
manufacturing of Electronic Meters-Single Phase, Three Phase, Multi Function, Tri
Vectors.
Powerlite System entered into a technical collaboration with Geyer in 1998 to
manufacture miniature circuit-breakers.
For MCBs the company has a technical collaboration with Geyer AG of Germany
with Schiele Industriewerke of Germany for RCCBs and with Peterriens Schaltechik
Gmbh for changeover switches.
Acquired controlling interest in an industry major-Standard Electricals Ltd.
2001 :

Acquired business of Powerlite System Industries Ltd, MCCB of Crabtree India

Limited and merged ECS Limited in the company to consolidate its area of core
competence.
Awarded the highest revenue payer award for the year 2000 in the organised sector
category

2002 :
Standard Electrical Company becomes a 100% Subsidiary of the company.
Attained the IEC certification for Industrial switchgear and CSA certification for all
manufacturing plants.
2004 :
Set up manufacturing plant at Baddi , HP for manufacturing of Domestic Switchgear.
Set up a manufacturing plant for manufacturing of CFL at existing manufacturing
plant in Faridabad, Haryan.

17

Set up a manufacturing plant for manufacturing of Ceiling Fans at Noida, UP.

Set-up our own marketing office in London through our wholly owned subsidiary
company Powerlite System U.K. Ltd.
Attained the CE certificate for CFL.
Powerlite System Limited has sold out its entire shareholding of Standard Electricals
Limited an un-listed public limited company which was a 100% subsidiary of the
Company. Consequently with effect from such transfer Standard Electricals Limited is
no longer a subsidiary of the Company.
2005 :
Set up manufacturing plant in Haridwar, Uttaranchal for manufacturing Fans.
Awarded the KEMA certification by The Dutch Council for Accreditation, making
QRG the only group to attain this certification.
Set up of R&D Center in Noida H.O.
2006 :
Crabtree India merged with Powerlite System. Added CFL production unit in Haridwar
manufacturing plant.
Expansion at Alwar manufacturing plant for increase of production capacity.
Expansion at Baddi manufacturing plant and set-up of an Export Oriented Unit.
First Company to get the ISI Certification for complete range of CFLs.
Started mid-day meal program at Alwar, Rajasthan caters to 10,000 students from 77
schools.
Set-up of Capacitor manufacturing plant in Noida, UP with the capacity of 6, 00,000
2007 :

kVAr per month.

Acquired the Lighting business of a Frankfurt based company "Sylvania", a global

18

leader in lighting business and now the company's turnover crosses US$ 1 Billion.
Warburg Pincus, a global private equity firm and one of the largest investors in India,
invested US $110 million in Powerlite System. Powerlite System issued fresh shares to
Warburg Pincus, representing approximately 11.2% of the fully diluted share capital of
the company.
QRG Group entered healthcare business by acquiring a majority stake in Central
Hospital and Research Centre, Faridabad
2008 :
First Indian CFL manufacturers to have adopted RoHS, European norms on
Restriction of Hazardous Substances in CFLs.
Set up of Global Corporate office, QRG Towers at Expressway Noida
Investment of Rs.50 Crores in Global Center for Research and Innovation (CRI)
2009 :
Set up of fully automatic switchgear manufacturing plant at Baddi.
Consolidation of CFL manufacturing plant at Neemrana for domestic and export
purposes.
Work culture at Powerlite System
QRG is continuously applying modern management techniques such as Kaizen to enable
employees to improve their day to day functioning in small steps, one at a time. QRG has
also implemented Japanese version of 5S which stands for "a place for everything and
everything in its place". The company has introduced these techniques as it firmly
believes that small changes add up to large results and the only way for a corporation to
grow, is to make its people grow
The Group is driven by qualified and experienced professionals backed by a work force
of over 4000 employees. All branches and manufacturing facilities are computerized and
networked with each other. An open door policy at all levels encourages employees to be
participated, innovative and creative. Empowering employees helps the organization in
19

harnessing individual talents to the fullest. Emphasis is laid on building team spirit which
helps employees to realize collective potential.
Manufacturing Plants
Powerful trends are shaping up industry for the 21st century. Because of rapid spread of
advanced technologies complexity of work is increasing - almost daily. With the state of
the art equipments and manufacturing facilities, QRG group is helping to boost safety in
workplaces from the factory to the offices, domestic buildings to commercial plazas. All
the manufacturing units are ably supervised and controlled by technocrats and industry
specialists.
The group has well managed, well equipped tool rooms with machines like CCV Line,
CNC Machines, EDM Wire Cut, Spark Erosion Machines, Lathes and Surface Grinders.
Our strategic alliances with some of the leading technology corporations in the world of
electrical engineering, ensure constant access to the latest developments in the
international markets, which are then adapted to the tough tropical conditions.
Our manufacturing units are fully equipped with the latest and most sophisticated
facilities in India. And in the hands of our highly qualified technical experts, this results
in some of the most advanced product development in the country
Organizational Structure

20

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cO
hc
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f
f
cc
e

i g
, L u d h i a n
e Ja a i p u r
K a n p u
D f e h r a d
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i d a

21

a
,

r ,
u n

r h

Quality control at Powerlite System: The essence of quality at QRG is closely wrapped
in the way we think, plan and work. It finds its true expression when we extend beyond
ourselves to exceed our customers expectations. To deliver products that are safer, faster
and simply better.
Each time, every time. Building customer confidence through teamwork is a top priority
to provide a wide variety of products and services.
Realizing and respecting the basic needs of customers to feel more secure, we've
committed ourselves to make our products better, safer and smarter than what he or she is
looking for. That's a passion that began 30 years ago and that's how it continues to be
even today. Our customers rely on us and it is our responsibility to give them the very
best. All our products are as per IEC standards.
Research And Development At Powerlite System
Innovation is the hallmark of every vital development at QRG. New ideas, inventions
deepen scientific knowledge and give its work force a new impetus towards technical
progress.
QRG technological strengths and its endeavor towards continuous research &
development has allowed it to fulfill its responsibilities towards its customers. The
responsibility of providing its customers the best products and zero defect services to
enable them to be comfortable and secure in usage of electricity.
Center for Research and Development
Powerlite System has recently invested 20 million dollars in a new centre for research
and innovation. This centre has been set-up at the companys H.O. premises in Noida.
The task of this centre is to provide the theoretical & experimental foundations for all
segments of electrical engineering. The centre closely cooperates with the various
departments so as to provide the best and the latest in terms of technology and design.
The Group has also decided to dedicate 2% of its turnover towards R&D.
22

1.9) Safety Matter

Protection against Electrical Shocks and fire:
With the ever increasing of the usage of electricity in our daily lives , the risk of electrical
shocks and hazards related to electrical fire to overcrowded wiring and leakage due to
installation failure.
Poorly insulated apparatus, faulty wires or the incorrect use of an electrical device cause
current to flow through the wrong face (i.e. through the insulation) to the earth. This
current is called the "Leakage Current". Leakage current in an electrical system is
responsible for two major risks.

Risk of electrocution(electric shocks)

Risk of fire

Risk of Electrocution (Electric shocks)

Electrocution is the passage through human body, which is dangerous .The flow of
current through human body, affects two vital functions

Breathing

Heart Beat

Electrocution can lead to muscle contraction causing respiratory paralysis, cardiac

fibrillation and immediate cardiac arrest resulting in death depending upon the magnitude
of the leakage current and the contract voltage.
Risk of fire
Poorly insulated wiring or loose connections are enough to create fire hazards a portion
of the current which normally flows in the conductor can find a way back to the earth
through these "leaks" and through materials with varying degrees of conductivity. These
materials are not intended to conduct current, and may get heated up to such a degree that

23

they will set fire to whatever they are in contact with (insulation, wood etc.). This is the
start of fire.
Solution
Earth Leakage Circuit Breakers installed in the circuit senses these leakage currents and
isolates the faulty circuit thereby ensuring safety against the hazards of earth leakage. It is
mandatory to install an ELCB in the incoming circuit for all installations except those
specified by the section 30 of the Indian Electricity Act, 1910.
Product Profile
Miniature Circuit Breakers (MCBs)
In the residential, commercial and Industrial sectors, final electrical distribution needs are
continuously evolving. Improved operating safety, continuity of service, greater
convenience and operating cost have assumed tremendous significance. Powerlite System
breakers have been designed to continually adapt to these evolving needs.
Powerlite System maintaining pace with the technological changes has introduced
Miniature Circuit Breakers tested as per the latest specifications IS:8828-1996, IEC:8981995 for a breaking capacity of 10KA.

Figure# 2.1 Powerlite System Miniature Circuit Breakers

Capacitors
Powerlite System started manufacturing of its new range of products Capacitors in February 2007

24

Powerlite System Capacitors are designed and manufactured using S3 technology. It

encompenses product with triple shield with differential disconnector in the event of any
fault within due to environmental compatibility. Automatic controlled vacuum potting of
"Element Modules" ensures fault remains localized. and protects the installation in spite
of hazards
Advance technologies adopted in our "Capacitors" offer you unmatched safety and
outstanding performance under Indian conditions benefiting you month after month and
every year from now on. Our commitment to manufacturing excellence and providing a
world class quality products at affordable prices in creating your industry more energy
efficient, now from even wider spectrum of products from Powerlite System; we offer
you a complete solution which is not only safe and reliable but also help you save your
energy.

Figure # 2.2 Powerlite System Capacitors

Cables
Set up in the year 1996, Powerlite System Cables plant (an ISO: 9001-2000 certified unit)
is located in Alwar, in the state of Rajasthan, India. Since inception, Powerlite System
has invested heavily in the manufacturing infrastructure, which has today become one of
the largest in India. All wires & cables are manufactured on most modern laser controlled
25

automatic machines, using best raw material from primary manufacturers ensuring
perfect quality
Powerlite System Meter
The world and with over nine decades of expertise in the field of energy measurement,
M/s With over 10 million Ferraris meters in successful operation in fourteen countries all
over. Deutsche Zahlergesellschaft, Germany (DZG), established in the year of 1917, now
offer their technology towards high quality metering in India.

TTL Limited, the Metering unit of Powerlite System group, manufactures high quality
single phase Ferraris meters, under a joint venture with DZG, at their new unit at
Sahibabad in Uttar Pradesh, India. This manufacturing venture shall cater to the DZG
market of highly quality conscious European customers, to the world wide export
markets, and to the quality conscious. Indian utilities. A rugged, well established and
proven meter design ensures high quality, long life, trouble free, very accurate and
reliable energy measurement that shall go a long way in improving the Utility-Consumer
relationship, through reliable and genuine data for billing purposes.

26

Figure# 2.7 Powerlite System Meters

CFL (Compact Fluorescent Lamps)
Powerlite System is one of India's leading energy efficient, lighting solutions Company.
Always sensitive to the needs of the consumers and country, the company strives to serve
them better with energy efficient light sources. The new range of compact fluorescent
lamps and luminaries from Powerlite System are a result of this conviction.
Manufactured using state-of-the-art machinery, cutting edge technologies and top quality
raw materials imported from the world's best sources, provide the consumers with the
highest lumen output that too with lowest power consumption. These CFLs last eight times
longer than ordinary GLS bulbs. They brighten your life with more light, more savings and
more life. With two manufacturing units in India and clients ranging from Asia-Pacific,
Middle East, Europe, Africa and Australia Powerlite System CFL is a story of constant
innovation and profound quality.

27

Figure# 2.8 Powerlite System CFLs

POWERLITE SYSTEM GREEN CFL
Powerlite System is continuing upgrade products in order to best serve modern discerning
consumer. Powerlite System CFL is environment friendly by introducing Indias first Eco
friendly GREEN CFL. Today most of company use liquid mercury due to cost
effectiveness and simple technology. These CFL contained a least 3 to 5 times more than
prescribed norms by Indian and international standard.
But Powerlite System modified all its CFL production lines and adapt PDT (Pill Dosing
Technology). With PDT Powerlite System now use amalgamated mercury pills that are
less harmful to the environment as compared to conventional use of liquid mercury.
These pills also conform to Indian and international standard on use of mercury in CFLs.
Additionally Powerlite System is first Indian CFL manufacturing to have adopted RoHS,
European norms on Restriction of Hazardous Substances in CFLs.
Powerlite System two unit plants in India and client ranging from Asia-Pacific, Middle
East, Europe, Africa and Australia Powerlite System CFL is a story of constant
innovation and profound quality.

28

DATA ANALYSIS AND INTERPRETATION

RETAILERS RESPONSE
1. Do you sell CFL?

Response

No of respondent

Yes

87

No

13

Inference 80% of respondents agreed that they sell CFL

29

2. How many brand of CFL you sell?

Response

No

of

respondent
One

Two

Three

22

Four

20

More Than Four

Inference The above chart shows that 22 retailer sell three type of brand of CFL 20
retailers sell four type brand,7 retailers sell only two type, 4 retailers sell more than
four brands of CFL only one retailer sell one brand of CFL.
3. Which brand of CFL frequently sells at your counter?
30

Response

No of respondent

Powerlite System

Philips

29

Crompton

13

Any Other

Inference According to this chart 54% retailer sell Philips, 24% sell Crompton, 13%
sell other brand of CFL. Only 9% retailer sells Powerlite System at their counter.
Thus we conclude that few retailer sell Powerlite System CFL at their counter.

4. What do you feel about service of the Powerlite System Company?

31

Inference

Response

No of respondent

Very Good

Good

20

Average

13

Poor

11

Very Bad

13% retailer of my survey feel service of Powerlite System company if

very good, 37% feel service is good, 24% feel average about the service of the
company, 20% feel service is bad and 6% retailers feel service of company is very
bad. So majority of retailers are happy with the service of the company.

5. Do you agree with the price of Powerlite System GREEN CFL is competitive?

Response

No of respondent
32

Strongly Agree

10

Agree

28

Disagree

14

Strongly

Disagree
Cant Say

Inference

00

The majority of retailers of my survey think the price of Powerlite System

Company is competitive. But 14 retailers are not agree that the price of Powerlite System
company is competitive.

6. How effective the promotional activities of Powerlite System Company?

33

Inference

Response

No of respondent

Very Good

15

Good

19

Average

11

Poor

Very Bad

83% retailers think the promotional activities of Powerlite System

Company is good and 13% think promotional activities of company is bad.

34

7.

In your opinion the new adjustment policy of GREEN CFL in the form of
7% less in bill is..

Response

No of respondent

Useful

Useful to some extent

Wasteful Efforts

48

Cant Say

Inference the new policy related to GREEN CFL is a wasteful effort of the company
according to the 48 retailers out of 54. Because retailer want guarantee product for
sell.

8. What type of products do you want to sell?

35

Response

No of respondent

Quality Products

15

Guarantee Products

35

Any Other

Inference From the above chart we conclude that most of the retailer wants to sell
guarantee product. Only 28% retailer prefer to sell Quality product because of they
avoid the risk as far as possible.

9. Availability of Powerlite System GREEN CFL in the market.

36

Response

No of respondent

Always Available

48

Occasionally Available

Always Unavailable

Inference:- 89% retailer assume that the GREEN CFL easily available when they need.

37

CUSTOMERS RESPONSE
1. How did you get to know about Powerlite System GREEN CFL?

Response

No of respondent

Peer Groups

15

Family Member

10

Media

23

Any Other

Inference:- 23 consumer out of 50 get to know about Powerlite System GREEN CFL by
media. Than 16 consumer get to know by peer group and 10 consumers know GREEN
CFL by family member. In this way media is best way to aware the people regarding
GREEN CFL.

2. In your opinion the most influential media to advertise is..

38

Response

No of respondent

Newspaper

12

Television

26

Radio

Any Other

Inference:- 26 respondents think that television is most influential media for

advertisement. Newspaper is influential according to the 12 consumer. Than radio is
influence the people.

3. The quality of Powerlite System GREEN CFL is

39

Response

No of respondent

Very Good

Good

25

Average

15

Poor

Very Bad

Inference:- The quality of GREEN CFL is good and consumer also assume that quality
of Powerlite System CFL is very good (8 consumer). 25 consumers said that quality is
good. 15 consumer think quality is average. Only 3 consumers said quality is bad or very
bad.
4. The price of Powerlite System GREEN CFL

Response

No of respondent

Very High

15

40

High

28

Normal

Low

Very Low

Inference:- From the above table 30% think price of GREEN CFL is very high and 56%
said price is high. Only 14% said price is normal.

5. In your opinion the brand image of Powerlite System GREEN CFL is

Response

No of respondent

Very Good

14

41

Good

22

Average

11

Bad

Inference:- From the above table we conclude that 44% of the customers are rating
good and 28% are rating very good so that Powerlite System have good brand image in
the market.

6. Reasons for your preference for Powerlite System GREEN CFL.

Response

No of respondent

Price

Quality

15
42

Safety

Brand Image

22

Any Other

Inference:- From the above table we conclude that 44% respondent prefer Powerlite
System CFL for its brand image and 30% are for its good quality.
7. With the increase in the price of GREEN CFL (For meeting increased cost of
production) your purchase behaviour will.

Response

No of respondent

Never Change

Change to Some Extent

12

Totally Change

28
43

Cant Say

Inference:- From the above table we conclude that 56% of the respondent change there
decision dew to change in the price so consumer behavior is highly influenced by change
in price.

8.

Factors for purchasing Powerlite System GREEN CFL on higher price :

Response

No of
respondent

Save Electricity

Durability

Brand Image

44

Eco Friendly

Any Other

Inference:- From the above table we conclude that most of the consumer purchase
Powerlite System CFL on higher price because of its brand image.
9. In your opinion what is more important

Response

No of respondent

Quality

11

Price

10

Guarantee

26

Any Other

45

Inference:- From the above table we conclude that guarantee and quality are main factor
while purchasing.

FINDINGS
29% retailers sell Philips CFL. And 37% retailers were satisfied with the

services of Powerlite System Company.

28% of retailers felt that powerlite system Green CFL have competitive price.
Majority of retailers said that new adjustment policy of Green CFL was a
wasteful effort
65% of retailers want to sell products with guarantee
89% of retailers were satisfied with availability of Powerlite
44% respondent prefer Powerlite System CFL for its brand image

23% of consumers were using powerlite system green CFL because of its

effective promotional efforts

Television advertisement was found out to be most influential media to

advertise.
25% consumers were satisfied with quality of Green CFL.
46

44% consumers felt that prices of Green CFL is high

22% of consumers agreed that Powerlite have good brand value.
The consumer purchase Powerlite System CFL on higher price because of

its brand image.

Guarantee and quality are main factor while purchasing Green CFL in the
market.

47

 CONCLUSION

In many lighting applications, including residences, restaurants and retail stores, good
color characteristics are often considered more important than lamp efficacy (Figure 1).
Lighting specifiers consider the most important color performance characteristics of a
light source to be the color appearance of the source, most often expressed by CCT, and
the color rendering ability of the light source, most often expressed by CRI.
Given the present state of knowledge about predicting objects' color appearance under
different light sources, no single metric can capture the multidimensional aspects of color
rendering. NLPIP recommends the use of three metrics (CRI, GA, and FSCI) to represent
the color rendering properties of light sources. A high CRI implies that colors will appear
natural; a high FSCI implies that the light source will enable good discrimination
between small color variations; and a large GA implies colors will be highly saturated. By
recommending all three, NLPIP suggests that specifiers will be more likely to
"triangulate" to the most useful light source for a particular color application.
Light level is as important as the color rendering properties of a lamp; at high light levels,
many non-monochromatic light sources will render colors well, and at very low light
levels no light source can render colors well.

48

RECOMMENDATIONS

More local/ regional advertisements should be there to make people aware about
Powerlite System and its products

There should be more advertisement on the world wide web also.

Campaigning should be done at all level.

Business Development Officers should contact Architects and Customers on

regular basis.

More flexible discount schemes should be provided

Product catalogues and price lists should be provided to the customers on regular
basis.

Increase the percentage rate of ADJUSTMENT POLICY. Or start guarantee.

Improve the behavior of sales person of the company as well as distributor.(6% of

respondent).

Company should further reduce its price.

Fulfill all the commitments which are made by company or distributor.

There is more need in improvement of quality of Green CFL so that it decreases

the rate of replacement.

The adjustment policys rate is not enough because replacement rate is 15% to
20%.

If company backs out any scheme, then it should give some time to the retailer.

Provide updated information and knowledge to the retailers about the product.

Provide equal Price to all the retailers.

Company should compromise with dealer according to the circumstances.

Company should improve its grievance handling system

49

BIBLIOGRAPHY

Books
Sr. No

Title

Author

Publication

Marketing Management

Kotler, P

Prentice Hall

Research Methodology

Kothari, C R

New Age International Publications

Websites
http://www.Powerlite System.com
http://www.thehindubusinessline.com/2005/09/30/stories/2005093002590200.htm
http://www.businessstandard.com/common/storypage_c_online.php?

leftnm=10&bKeyFlag=IN&autono=38132
http://banking.contify.com/story/indian-bank-customers-most-satisfied-with-

banking-systemernst-and-young-survey-2011-04-11.
http://www.toboc.com/1/570340/Exporter.aspx
http://www.efytimes.com/efytimes/fullnews.asp?edid=25052&magid=13
http://www.domainb.com/companies/companies_h/PowerliteSystem_India/20080

331_expansion_plans.html
http://www.domainb.com/companies/companies_h/PowerliteSystem_India/20070
314_lighting.htm

Research papers

Levesque, T and McDougall, G.H.G. (1996),, Determinants of Customer

Satifaction in retail Banking, Internations Journal of Bank Marketing, Vol.14,

No.3, pp. 12-20.

Malhotra, M., and Arora, S. (1999), Customer Satisfaction A Comapritive

Analysis of Public and Private Sector banks, Abhigyan, Vol.17, No.3, pp. 19-30.
Armstrong Robert W., and Seng T.B. (2000), Corporate Customer Satisfaction
in the marketing in the Banking Industry.

50

Athanassopoulous, A., Gounraris, S. and Stathakopuoulos V. (2001), Behavioral

Responses ti Custome Satisfaction: An Empirical Study, Eeuropean Journal of

Marketing, Vol. 35, No. 5/6, pp. 687 707.

Sureshchandar G.S., Rajendran C. and Anantharaman R.N. (2002) Customer
perceptions of service quality in the banking sector of a developing economy: a
critical analysis, International Journal of Bank Marketing, Vol. 21 Iss: 5, pp.233

242
Singh S. (2004), An Appraisal of Customer Services of Public Sector Banks,

IBA Bulletin, Vol XXVI, No. 8, (aug.), pp. 33-38.

Saha P. and Zhao Y. (2005), Saha P, Zhao Y (2005). Relationship between online
service quality and customer satisfaction, a study in Internet banking. Retrieved
on[April,

2009]

from

World

5508/2005/083/LTU-SHU-EX-05083

Wide

Web:http://epubl.ltu.se/1404SE.pdfhttp://epubl.ltu.se/1404-

5508/2005/083/LTU-SHU-EX-05083-SE.pdf.
Mishra J.K. and Jain M. (2006-07). Constituent Dimensions of Customer
Satisfaction: A Study of Nationalized and Private Banks . Prajnan. 35(4). 390-

398.
Vimi Jham & Kaleem Mohd Khan, (2008), Customer Satisfaction in the Indian

Banking Sector A Study, IIMB Management Review, Volume 20, Number 1.

Puja Khatri & Yukti Ahuja (2008) , Study of customer satisfaction in public sector
and private sector banks of India, Interantional Journal of Engineering and

Management Sciences (I.J.E.M.S.), VOL. 1(1):, pp. 42-51.

R.K. Uppal (2009, Customer Service in Indian commercial Banks: An Empirical
Study, Asia Pacific Journal of Social Sciences, Vol. I, No. 1, Jan-June 2009. Pp.

127-141.
By Hazra, Sandip Ghosh,Srivastava, Kailash B L, Impact of Service Quality on
Customer Loyalty, Commitment and Trust in the Indian Banking Sector,
Published on allbusiness.com

51

ANNEXURE
Questionnaire : Retailer
Dear Respondent
I, Rahul Tomar, student of BBA, DSPSR, Rohini, is working on project.
The following questions are the main instrument of my survey. So please give your
opinion up to the best of your knowledge.
1. Do you sell CFL?

Yes

No

2. How many brands of CFL you sell?

Any Other

...............................................

3. Which brand of CFL frequently sells at your counter?

Powerlite System

Philips

Crompton

Any Other

4. What do you feel about service of the Powerlite System Company?

52

Very good

Good

Average

Poor

Very Bad

5. Do you agree with the price of Powerlite System GREEN CFL is competitive?

Strongly Agree

Agree

Disagree

Strongly Disagree

Cant Say

6. The promotional activities of Powerlite System Company are

Very Good

Good

Average

Poor

Very Bad

7. In your opinion the new adjustment policy of GREEN CFL in the form of 7% less
in bill is.

Useful

Useful to some extent

Wasteful effort

Cant Say

8. What type of products do you want to sell?

53

Quality Products

Guarantee Products

Any Other

..

9. Availability of GREEN CFL in the market

Always available

Occasionally Available

Occasionally unavailable

Always unavailable

Cant Say

Personal Profile
Name

Age

..

Address

..

Phone/Mobile No

Place
SIGNATURE
Date.

54

55

Questionnaire: Customer

Dear Respondent
I, Rahul Tomar, student of BBA, DSPSR, Rohini, is working on project.
The following questions are the main instrument of my survey. So please give your
opinion up to the best of your knowledge.
1 How did you get to know about Powerlite System GREEN CFL?

Peer Group

Family Member

Media

Any other

..

2. In your opinion the most influential media to advertise is..

Newspaper

Television

Radio

Any Other

3. The quality of Powerlite System GREEN CFL is

Very good

Good

Average

Poor

Very Bad

4. The price of Powerlite System GREEN CFL

Very High

High

Normal

Low

56

Very Low

5. In your opinion the brand image of Powerlite System GREEN CFL is

Very Good

Good

Average

Bad

Very Bad

6. Reasons for your preference for Powerlite System GREEN CFL.

Price

Quality

Safety

Brand Image

Any Other

7. With the increase in the price of GREEN CFL (For meeting increased cost of
production) your purchase behaviour will.

8.

Never Change

Change to some extent

Totally Change

Cant Say

Factors for purchasing Powerlite System GREEN CFL on higher price :

Save electricity

Durability

Brand Name

Eco Friendly

57

Any Other

..

9. In your opinion what is more important

Quality

Price

Guarantee

Any Other

Personal Information
Name

..

Age

Address

Phone No

Place
SIGNATURE
Date

58