Exide whole

INDEX
SL.
NO TITLE PAGE
NO.
1 Executive summary
2 Introduction to the company
3 Company profile
4 Product profile
5 Battery market in India
6 Theoretical Background
7 Introduction to research work
8 Objectives of research
9 Scope of research work
10 Research methodology
11 Data analysis
12 Observation and interpretation
13 Findings and suggestions
14 Conclusion
15 Bibliography

EXECUTIVE SUMMARY
I have chosen the topic brand awareness towards Exide products. This project was
carried out to find the brand awareness of customers towards the brand Exide and
judge in which way the customers have developed awareness. The project was also
carried out to determine the level of awareness among the prospect customers and
also to know the brand image of Exide.
The Company was incorporated as Associated Battery Makers (Eastern) Ltd., on 31st
January, 1947 under the Companies Act, 1913 to purchase all or any of the assets of
the business of manufacturers, buyers and sellers of and dealers in and repairers of
electrical and chemical appliances and goods carried on by the Chloride Electric
Storage Company (India) Ltd, in India , since 1916 with a view there to enter into
and carry into effect (either with or without modification) an agreement which had
already been prepared and was expressed to be made between the Chloride Electric
Storage Co (India) Ltd on the one part and the Company of the other part. The name
of the Company was changed to Chloride India Ltd on 2nd August, 1972. The name
of the Company was again changed to Chloride Industries Ltd. vide fresh Certificate
of Incorporation dated 12th October, 1988. The name of the Company was further
changed to Exide Industries Ltd. on 25thAugust, 1995.
The questionnaire was designed to collect the primary data and the data was analyzed
using IBM SPSS and MS Excel. The sample size was 200 and all those were the
prospect customers of Exide. It is conformed to hubli region only.
After collecting the data, primary data was analyzed and represented in the form of
graphs and charts. Secondary data is also used in report. On the basis of collected
and analyzed data, findings and suggestions were drawn conclusion has been given.
The survey gave knowledge about the customer satisfaction, loyalty and what they
feel about Exide batteries. The survey gave an insight into organized market of Exide
industries and competitors of Exide industries.

Introduction to the Company
Exide Industries Ltd is the country’s largest manufacturer of lead acid storage
batteries and power storage solutions provider. With seven international standard
factories spread across the nation, the company offers one of the widest ranges of
batteries for every conceivable application in industrial as well as automotive
segments. Exide also has a manufacturing subsidiary in Sri Lanka and does business
globally through its subsidiaries and affiliates in South-East Asia, Australia and
Europe. Exide’s products are sold globally, particularly undeveloped markets like
Australia, Japan and Western Europe, under its own brand name. Exide’s strong
brand pull, established in India for close to hundred years, is supplemented by its
nationwide dealer network and a very strong R&D center. With the help of two of its
Japanese collaborators – Shin Kobe and Furukawa - Exide has consistently remained
at the cutting edge of international battery technology and introduced various
pioneering products and power storage solutions in the Indian and global markets.
Exide’s products find application in automotive, two-wheelers, inverters, UPS,
power, telecom, railways and submarines, among others. Exide is also present in the
non-conventional energy business where it designs and integrates solar and wind
power solutions. Exide Technologies, with operations in 80 countries and fiscal 2009
net sales of approximately$3.3 billion, is one of the world's largest producers,
distributors and recyclers of lead-acid batteries. The Company's four global business
divisions – Industrial Energy Americas, Industrial Energy Europe, Transportation
Americas, and Transportation Europe – provide a comprehensive range of stored
electrical energy products and services for industrial and transportation applications.
In addition, Exide’s Asia Pacific/ Rest of World operations contribute sizeable
revenues to the Company, divided evenly between the Industrial Energy and
Transportation products and services. Exide Technologies is a global business
organized to serve customers’ complex stored energy systems needs. Key strengths
of the Company are that its products and services span global markets and geographic
borders, melding two significant bases of experience and technology expertise from
its Transportation and Industrial battery divisions. The Company shares expertise
across business segments. For example, Exide established a global network of battery
testing centers and design improvement centers in North America, France, Spain,

Australia and the U.K. This global footprint enables better and faster means of
introducing innovations in products and services, changing the way the world uses
and stores electrical energy.
Exide Technologies extends its customer offerings by selling services and systems
that enhance vehicle performance and fleet utilization or reduce risk of loss of power
problems. Exide is providing energy solutions – not merely batteries. Exide
Industries Ltd, the country’s largest lead acid storage battery manufacturer and stored
energy solutions provider, today declared its annual results for the year 2008-09.
While net turnover during the 12-month period rose 19 per cent to Rs. 3,393 crore,
net profit during the same period increased 14 per cent to Rs 284 crores. During the
fourth quarter of the financial year 08-09, the company clocked a net turnover of
Rs798 crore which shows a marginal growth. However, the Profit before Tax at Rs
106 crore and Net Profit at Rs 68 crore shows a growth of 19 per cent and 9 per cent
respectively. Exide industries provide a comprehensive range of stored electrical
energy products and services for industrial and transportation applications.
Transportation markets include original-equipment and aftermarket automotive,
heavy-duty truck, agricultural and marine applications, and new technologies for
hybrid vehicles and automotive applications. Industrial markets include network
power applications such as telecommunications systems, electric utilities, railroads,
photovoltaic (solar-power related) and uninterruptible power supply (UPS), and
motive-power applications including lift trucks, mining and other commercial
vehicles.

Board of Directors:
R.G. Kapadia, Chairman & Non Executive Director
R.B. Raheja, Vice Chairman & Non-Executive Director
T.V. Ramanathan, Managing Director & Chief Executive Officer
G. Chatterjee, Director – Industrial
P.K. Kataky, Director – Automotive
A.K. Mukherjee, Director – Finance & Chief Financial Officer
Nadeem Kazim, Director HR & Personnel
Vijay Aggarwal, Non Executive Director
S.B. Raheja Non Executive Director
D.S. Parekh (Alternate to S.B. Raheja) Non Executive Director
W. Wong, Non Executive Director
Mona N. Desai, Non Executive Director
Sudhir Chand –, Non Executive Director

Company Profile:
(Ref: www.exideindustries.com)
The Company was incorporated as Associated Battery
Makers (Eastern) Ltd., on 31st January, 1947 under the
Companies Act, 1913 to purchase all or any of the assets
of the business of manufacturers, buyers and sellers of and
dealers in and repairers of electrical and chemical
appliances and goods carried on by the Chloride Electric Storage Company (India)
Ltd, in India , since 1916 with a view thereto to enter into and carry into effect (either
with or without modification) an agreement which had already been prepared and
was expressed to be made between the Chloride Electric Storage Co (India) Ltd on
the one part and the Company of the other part. The name of the Company was
changed to Chloride India Ltd on 2nd August, 1972. The name of the Company was
again changed to Chloride Industries Ltd. vide fresh Certificate of Incorporation
dated 12th October, 1988. The name of the Company was further changed to Exide
Industries Ltd. on 25thAugust, 1995.
The Company manufactures the widest range of storage
batteries in the world from 2.5 Ah to 20,400 Ah capacities,
covering the broadest spectrum of applications. The
Company has six factories strategically located across the
country – two in Maharashtra, one in West Bengal, two in
Tamil Nadu and one in Haryana. The Company’s predecessor
carried on their operations as import house from 1916 under
the name Chloride Electrical Storage Company. Thereafter, the Company started
manufacturing storage batteries in the country and has grown to become one of the
largest manufacturer and exporter of batteries in the sub-continent today. Exide
separated from its UK-based parent, Chloride Group Plc., in 1989, after the latter
divested its ownership in favor of a group of Indian shareholders. The Company has
grown steadily, modernized its manufacturing processes and taken initiatives on the
service front. Constant innovations have helped the Company to produce the world’s
largest range of industrial batteries extending from 2.5 Ah to 15000 Ah and covering
various technology configurations.

Milestones
1916 Chloride Electric Storage Co. (CESCO) UK sets up trading operations in
India as an import house.
1946 First factory set up in Shamnagar, West Bengal.
1947 Incorporated as Associated Battery Makers (Eastern) Limited on 31 January
1947 under the Companies Act.
1947 Incorporated Chloride International Limited (previously Exide Products
Limited)
1969 Second factory at Chinchwad, Pune
1972 The name of the Company was changed to Chloride India Limited
1976 R&D Centre established at Kolkata
1981 Third factory at Haldia, West Bengal
1988 The name of the Company was changed to Chloride Industries Limited
1994 Technical collaboration with Shin Kobe Electric Machinery Co. Ltd. of
Japan, a subsidiary of the Hitachi Group.
1995 Chloride Industries Limited renamed Exide Industries Limited
1997 Fourth factory at Hosur, Tamil Nadu
1998 Acquisition of industrial/ manufacturing units of Standard Batteries Ltd
located at Taloja & Kanjurmarg (Maharashtra), Guindy (Tamilnadu) and
plant at Ahmednagar (Maharashtra) from Cosepa Fiscal Industries Limited as
a going concern.
1999 Acquired 51% Shareholding in Caldyne Automatics Ltd
2000 Acquisition of 100% stake in Chloride Batteries S E Asia Pte Ltd., Singapore
and 49% stake in Associated Battery Manufacturers (Ceylon) Limited, Sri
Lanka.
2003 Commissioned plant at Bawal, Haryana
2003 New joint venture in UK, ESPEX, with 51% holding.
2004 Associated Battery Manufacturers (Ceylon) Limited, Sri Lanka became a
subsidiary consequent to acquiring further 12.50% Equity holding.
2005 Investment in 50% shareholding of ING Vysya Life Insurance Company
Limited
2007 Caldyne Automatics Ltd becomes 100% subsidiary consequent to acquiring
the balance 49% shareholding.
2007 Investment with 26% shareholding. in CEIL Motive Power Pty Ltd. A Joint
Venture in Australia.
2007 Acquired 100% stake in Tandon Metals Ltd.
2008 Acquired 51% stake in Lead Age Alloys India Ltd

Vision :
“Simultaneous to providing credible value addition to customers, employees and
shareholders; being recognized by society as a responsible corporate citizen. In
addition, achieving operational excellence along with caring for environmental
protection”.
Mission:
To carefully balance the interest of all stakeholders; strive to fulfill aspirations of the
employees and pursue excellence with passion, without deviating from our core
values.
Core values:
Fundamental axioms that organization believes in and people respect and work
towards
 Customer Orientation
 Personal Integrity & Commitment
 Team Work and Mutual Support
 People Development and Involvement
 Striving for Excellence
 Management by Process and Facts
 Responsible corporate citizens.

Exide manufacturing plants in India:
1) Company’s Plant at Shamnagar, West Bengal is an ISO-9001 & ISO-
14001 Certified by TUV-NORD, Germany.
2) Company’s Plant at Haldia, West Bengal is an ISO-9001 and ISO 14001
certified by TUV-NORD, Germany.
3) Company’s Plant at Hosur, Tamilnadu is an ISO-9001, ISO / TS-16949
and ISO-14001 certified by TUV-NORD of Germany.
4) Company’s Plant at Taloja, Maharashtra is an ISO / TS-16949 & ISO
14001 Certified
5) Company’s Plants at Chinchwad, Maharashtra and Bawal, Haryana are
ISO / TS – 16949 and ISO – 14001 certified by TUV – NORD.
6) The Company also secured Best SMF Battery Award for three
consecutiveyears –2005-2006-2007.

Product Profile:
A battery is perhaps the only gift of science where eclectic energy is stored by means
of electrochemical potential generated by electrochemical reactions. (Chemical
reactions initiated by electric pulses which takes place with the means of electron
exchange between the reactants). As and when required, the stored energy can be
converted back to electrical energy through similar electro chemical reactions. In
certain cases, the electrochemical reaction converting the energy transformation is
not reversible. Such batteries are called primary cells, where the electrochemical
reactions governing the energy transformation is reversible; the cells are turned as
secondary cells. Several cells, when connected in a designed manner give a set of a
battery. In this electrical energy can be stored through charging them. This energy
can be extracted as and when needed till the entire charge is exhausted through a
chemical reaction. The process of battery manufacturing is concerned with creating
and sustaining electro chemical potential differences .the potential difference is
maintained between two surfaces called electrodes or plates. These electrodes or
plates are surrounded in an environment, which connects them and helps them to
sustain the potential difference. This usually consists of a medium called electrolyte.
In case of lead acid batteries, which are the products of the organization, the
electrodes or plates are made of lead and diluted sulphuric acid is used as electrolyte.

The brand name embodies the values of excellence, commitment, dependability and
service, which has shaped its, character -leadership, is a continuing responsibility.
1) SF Sonic:
Characterized by power at its peak throughout its lifetime, SF Sonic is the ultimate in
power-packed batteries. Backed by the technology of the world famous Furukawa
Battery of Japan, SF Sonic has a formidable line up of models for all types of 4
wheelers and 2 wheelers on Indian roads.
2) Automotive battery:

Two wheeler battery Four wheeler battery
Exide offer a comprehensive array of high performance batteries suitable for
various automotive uses. The range includes specific batteries appropriate for the
various automobile specifications. They incorporate latest calcium/calcium battery
technology to meet the starting requirements for today’s high-performance
automotive engines. These are able to deliver excellent solutions under the harshest
conditions.
3) SF Industrial
The SF Industrial Range of Industrial Lead Acid Batteries stand for abundant power,
undaunted by the challenge of Indian conditions. All batteries provide power but it
takes only an SF Industrial to perform at peak power, always. This matchless range
of batteries for Online UPS, Off Line UPS & Home UPS applications redefines
durability, defies the years and breathes new life to power. The power packed SF
Industrial battery does not merely last long. It Lives Long. Stays Strong. Throughout
its long lifespan, the power never drops, come what may. That’s what makes SF
Industrial batteries so unbeatable.
4) Industrial:

The Company designs and manufacture its industrial batteries in a wide range from
2.5 Ah to 20,600 Ah in conventional flooded and Valve Regulated Lead Acid
(VRLA) design. In domestic market, the Company sell its products mainly under
EXIDE, INDEX, SF, CEIL & POWER SAFE brands and in the international markets
mainly under CEIL, CHLORIDE and INDEX brands.
Industrial batteries are of three types, Conventional lead acid batteries, VRLA (Valve
regulated lead acid batteries) batteries and Nickel-Cadmium batteries.
5) Submarine Batteries:
The Company also manufactures high-end submarine batteries (Type 1, 2 & 3). The
Company manufactures two to three submarine batteries a year to meet the country’s
defense requirements. The Company is one of the five companies in the World which
has the capability to make submarine batteries for both Russian and German types.
With the government’s permission, in recent years, the Company has exported to
Algeria.

BATTERY MARKET IN INDIA
The Indian battery market is a billion USD market including the two market sub-segments
"lead acid batteries" and "Li-ion batteries". Currently, there is only a
manufacturing of lead acid batteries in India; so far, manufacturing of Li-ion batteries
is not present. Automobile industry is the biggest demand driver of lead acid batteries
and Exide Batteries Limited the largest domestic producer of lead acid batteries.
Today, the mobile phone and computer industries are the most important growth
driver for Li-ion battery demand. The complete demand is covered by imports (e.g.
from Korea).
Indian battery market is a high market in the world. In India there has been quite
significant growth in market in the last year and it as expected that it will grow over
the next few years. So as the pace of development increases, India is seen as
potentially one of the fastest growing market in the future. This monolith controlled
90% of the market. At present Exide is the only major player in industrial batteries
segment in India. A few emerging players in these segments are:-
• Amara Raja
• HBL
• Kirloskar
• Union Batteries
• AMCO
Those days are gone when end users relied in the judgment of the dealer or the
contractor for choosing batteries for its use. After marked improvement in the raw
Material and processing, buyers today and rest assured that the quality of batteries
available has undergone a dramatic change. Hopefully the emerging competition will
give them greater choice in the some lot of extra effort to continue to lead the market
in future. Even the Government of India has taken an active interest in recent years to
the recycle of the used battery. A company now has to adhere to the norms of the
ISO-14001. Exide is one such company in the Indian market which diligently takes
the used batteries from the customer to obliterate it in the smolder and give the
customer absolutely new battery in the place of the old battery.

Major competitors to Exide in Indian battery industry:
Amara Raja Batteries Ltd. (ARBL)
A fast growing agile organization that has made rapid strides in the industrial
batteries market, with first player advantage in the VRLA segment. ARBL has a
considerably big industrial battery business, with supplies to the Department of
Telecommunications, the Indian Railways, etc. Realizing the need to create a
presence in the automotive segment, ARBL forayed into this segment with advanced
high life batteries such as Amaron in the recent past. This was facilitated by Johnson
Controls USA taking a stake in this company and the setting up of a state-of-the-art
production facility in Tirupati, South India. The company has redefined marketing in
the replacement market and focused on building a strong brand image for Amaron
through its Pit Stop range of outlets. ARBL has also commenced OE supplies to auto
majors.
Tudor India
Tudor India is owned by Exide Corporation of USA through its British subsidiary
CMP Batteries. Tudor is a key player in the automotive battery aftermarket with its
Prestolite range of automotive batteries.
AMCO Batteries:
AMCO Batteries group of Amalgamations Group is the leading battery manufacturer
with a wide spectrum of world class high performance polypropylene batteries for the
automobile industry. AMCO has been a pioneer in this Industry and has been a brand
to be reckoned with in the Battery Industry since 1955. The advent of new generation
Japanese Motorcycles & Cars in India in 1984 saw AMCO take significant steps in
the up gradation of technologies to suit these new generation motorcycles & Cars.
The initial collaboration with YUASA of Japan made the AMCO brand the preferred
choice for all two wheeler manufacturers. The company has 24 branch offices and
distributor network which reaches all corners of the country and the brand is known
and respected for its superior services capabilities and reach.

TATA Green Batteries:
TATA Green Batteries are brought to you by "TATA AutoComp GY Batteries Ltd."
(TGY) - a joint venture between TATA AutoComp Systems Ltd, India's leading auto
component group and GS Yuasa International (GYIN), Japan, one of the world's
largest automotive battery manufacturers. GS Yuasa International (GYIN) is the
world leader in Two Wheeler batteries and Asia's number one in Four Wheeler
batteries. TATA Green Batteries, by their sheer design and use of state-of-the-art
technology are built to deliver highest performance for all kinds of vehicles (Bikes,
Three-wheelers, Cars, UV's, Trucks and Tractors) and inverters, while being 90%
recyclable. TATA Green has set up a state-of-the-art, eco friendly manufacturing unit
at MIDC Ranjangaon, near Pune, Maharashtra. The unit comprises world class
manufacturing facilities and our product features are bench marked with the best-in-class
to meet stringent international safety regulations
Luminous Power Technologies Pvt Ltd
Founded in 1988, Luminous is a leading company delivering high quality power
products for home and commercial applications. The company’s group portfolio
includes power backup, industrial batteries, renewable and alternate energy solutions
like solar, wind and hybrid applications, infrastructure solutions for IT and telecom,
diesels generator sets and home electrical products.
Apart from its dominating position in the domestic market, Luminous has a strong
foothold worldwide. It has been consistently winning awards and accolades for
market leadership and product reliability. With over 3000 employees, eight
manufacturing units in India and one manufacturing unit in China, 28 sales offices
and more than 32000 channel partners, it is strongly moving towards realising its
vision to be a globally admired corporation in the field of packaged power,
distributed power generation, energy optimisation and home electrical products.

HBL Power Systems Ltd
Established in 1977, HBL Power Systems Ltd is a listed Indian company with focus
on engineered products and services. Its initial business strategy was to identify those
technology gaps in the Indian market that the company could fill by ‘indigenous
efforts’. The first products selected and successfully developed by the company were
aircraft batteries, eventually leading to HBL offering the world’s widest range of
specialised batteries. Its expertise in batteries generated opportunities to diversify.
The company subsequently moved into new businesses and markets such as
industrial electronics, defence electronics and railway electronic signalling. Recent
diversifications that leverage the company’s engineering strengths include precision
manufacturing, small AC and DC motors, spun reinforced concrete and green
technology products.
Su-Kam Power Systems Ltd
Su-Kam Power Systems Ltd is India’s most admired power solutions provider, with a
growing presence across India and over 70 countries worldwide. A truly knowledge
driven company with innovation at its heart, Su-Kam develops intelligent power
backup solutions, engineered to be energy efficient and thus reduce the user’s carbon
footprint. In the competitive industry of power backup solutions, it has retained its
position of leadership for years. It synergises its expertise in manufacturing
traditional power backup systems with its focus on R&D to continuously develop
new products. It has seven state of the art manufacturing facilities distributed across
three locations—Baddi in Himachal Pradesh, Nepal and Gurgaon. All its
manufacturing facilities are certified under OHAS–18001 for operational health and
safety. Its world class manufacturing infrastructure is equipped with automatic
conveyor lines and automatic testing systems for the enhanced reliability of products.
It manufactures a whole gamut of products like inverters, transformers, batteries,
OLU, solar products, etc, with a clear focus on improving productivity, quality and
reducing wastage in every sphere.

THEORETICAL BACKGROUND
Introduction to Brand Awareness:
With the opening of market or the post liberalization period has resulted in many
companies entering the markets with offerings of their goods and services.
In the earlier stages of economic revolution consumer had to accept what the
manufacturer has produced. However, today’s consumers are much more educated,
demanding; expect lot more to suit their ever changing life styles. There by their
quality expectations have been elevated from time to time in order to re-build itself
around its customers.
The manufacturer should be able to satisfy, with the type of product and services to
match the ever changing customer’s requirement. In developing a marketing strategy
for products, the seller s has to confront the branding decision. Brand is a major issue
in product. Customers have strong preference for particular versions and brands of
basic goods and services. The manufacturer eventually learns from that market power
lies with the brand name companies. Customers buying decisions are influenced by
the brand.
In this competitive world, the “brand plays an important role and a brand is very
prominent asset owned by an organization. Brand endowed with awareness,
perceived quality, associations, and brand loyalty. Brand is present as creative idea.
A brand is a promise of seller to deliver a specific set of benefits or attributes or
services to the buyer. Brand represents a level of quality.
Meaning of Brand:
A brand is a symbol, a mark, a name that acts as a means of communications, which
brings about an identity of a given product.
A brand in short is an identifier of the seller or the maker. A brand name consists of
words, letters or numbers that can vocalize. Brand mark is the visual representation
of the brand like a symbol, design, distinctive coloring, or lettering. Brand creates a
bond between customer and a product.

Definition of Brand:
The American Marketing Association defines a brand as “A name, term, design,
symbol, or any other feature that identifies one seller’s good or service as distinct
from those of other sellers. The legal term for brand is trademark. A brand may
identify one item, a family of items, or all items of that seller. If used for the firm as a
whole, the preferred term is trade name.”
In the word of Philip Kotler, “A brand is a name, term, sign, symbol or design or
combination of them, intended to identify goods or services of one seller or group of
sellers and to differentiate them from those of competitors”.
Role of Brands:
In a world where products, markets, and industry boundaries are in flux, a well-managed
brand can be a prime source of strategic direction and competitive
advantage. Today branding is such a strong force that anything from salt to lemon
juice and water is branded. The following are the roles of branding which serve many
purposes, as under:
1. A brand identifies the seller or maker.
2. A brand protects both the consumer and the producer from competitors who
would attempt to provide products that appear to be identical.
3. A brand reduces the primacy of price upon the purchase decision.
4. It accentuates the bases of differentiation.
5. A brand is essentially a sellers promise to consistently deliver a specific set of
features, benefits and services to the buyers.
6. A brand gives the seller the opportunity to attract a loyal and profitable set of
customers.

A brand can convey the consumers through six levels as shown below:
BRAND CONVEYING
THE CUSTOMER
Attributes: A brand first brings to mind certain attributes for a particular product.
Benefits: Customers are benefited with buying benefits.
Values: The brand tells about values, which says something about the product values.
Culture: The brand represents a culture.
Personality: A brand project a personality, which can be a person, animal or object.
User: The brand suggests its own target audience to use the product.

Brand Awareness:
Brand Awareness is the extent to which a brand is recognized by potential customers,
and is correctly associated with a particular product. Expressed usually as a
percentage of target market, brand awareness is the primary goal of advertising in the
early months or years of a product's introduction.
Brand awareness is the extent to which the consumer associates the brand with the
product he desires to buy. It is the brand recall and the brand recognition of the
company to the consumers. Brand recall is the ability of the consumer to recollect the
brand with reference to the product where as brand recognition is the potential of the
consumer to retrieve the past knowledge of the brand when enquired about the brand
or shown an image of the brand logo. Brand awareness is an essential part of brand
development which helps the brand to stand out from the others in this
monopolistically competitive market.
Brand awareness plays a major role in a consumer’s buying decision process. The
knowledge of an acquaintance or friend having used the product in the past or a high
recognition of the product through constant advertisements and associations coaxes
the person to make his decision in the favor of the brand.
Types of Brand Awareness
Aided Awareness- This type of awareness is generated in a consumer. When asked
about a product category, if the consumer is aided with a list of company names and
he recognizes the company from the given set it is categorized as aided awareness.
Top of the mind Awareness- When the name of the company is automatically
recollected because the consumer very promptly associates the brand with the
product category, it is called a top of the mind awareness of the product.

Research Methodology:
“ALL PROGRESS IS BORN OF INQUIRY”
--- Hudson Maxom
Research is formal work undertaken systematically to increase the stock of
knowledge, including knowledge of humanity, culture and society, and the use of this
stock of knowledge to devise new applications. It is used to establish or confirm
facts, reaffirm the results of previous work, solve new or existing problems, support
theorems, or develop new theories. The primary purposes of basic research are
documentation, discovery, interpretation, or the research and development of
methods and systems for the advancement of human knowledge.
Research inculcates scientific and inductive thinking and it promotes the
development of logical habits of thinking and organization. The research
methodology has gone through which path to solve the research problem and which
tools have been adopted to achieve the desired objectives and more importantly it
tells why only that path or tools have been chosen. Usually there is confusion
between ‘Market Research’ & ‘Marketing Research’ and sometimes these two terms
are used interchangeably. Thus, it is important to differentiate between these two
terms. Marketing research is defined as “The function that brings the customer,
consumer and public to the market through information- information used to identify
and define marketing objectives and problems; generate, refine and evaluate
marketing actions, monitor marketing performance and improve understanding of
marketing process. This clearly shows that marketing research is wide ranging in its
concerns. The term ‘Market Research’ is used to define the specialist activities
involved in collecting information directly through the use of questionnaire and other
associated techniques. They then emphasize, “It is useful to consider market research
as specialist activity which is within the scope of marketing research function” and
that is “concerned with collecting primary information”.
Market research is any organized effort to gather information about markets or
customers. It is a very important component of business strategy. The term is

commonly interchanged with marketing research; however, expert practitioners may
wish to draw a distinction, in that marketing research is concerned specifically about
marketing processes, while market research is concerned specifically with markets.
Market research is a key factor to get advantage over competitors. Market research
provides important information to identify and analyze the market need, market size
and competition.
Market research, which includes social and opinion research, is the systematic
gathering and interpretation of information about individuals or organizations using
statistical and analytical methods and techniques of the applied social sciences to
gain insight or support decision making.
Approaches in Research Methodology:
1. Qualitative Research :
Qualitative research is a method of inquiry employed in many different academic
disciplines, traditionally in the social sciences, but also in market research and
further contexts. Qualitative researchers aim to gather an in-depth understanding of
human behavior and the reasons that govern such behavior. The qualitative method
investigates the why and how of decision making, not just what, where, when.
Hence, smaller but focused samples are more often needed than large samples.
Qualitative research often categorizes data into patterns as the primary basis for
organizing and reporting results.[citation needed] Qualitative researchers typically
rely on the following methods for gathering information: Participant Observation,
Non-participant Observation, Field Notes, Reflexive Journals, Structured Interview,
Semi-structured Interview, Unstructured Interview, and Analysis of documents and
materials.
2. Quantitative Research:
Quantitative research refers to the systematic empirical investigation of social
phenomena via statistical, mathematical or computational techniques.[1] The
objective of quantitative research is to develop and employ mathematical models,
theories and/or hypotheses pertaining to phenomena.
Quantitative research is generally made using scientific methods, which can
include:
1) The generation of models, theories and hypotheses

2) The development of instruments and methods for measurement
3) Experimental control and manipulation of variables
4) Collection of empirical data
5) Modeling and analysis of data
Research methodology is defined as a highly intellectual human activity used in the
investigation of nature and matter and deals specifically with the manner in which
data is collected, analyzed and interpreted. A research methodology is usually a
guideline system for solving a problem, with specific components such as phases,
tasks, methods, techniques and tools. A methodology can be considered to include
multiple methods, each as applied to various facets of the whole scope of the
methodology. The research can be divided between two parts; they are qualitative
research and quantitative research.
This project is a survey on population of various segments of Exide battery users,
in Hubli, on getting an overall feedback from customers to evaluate the level of brand
awareness.
Scope of the marketing research work (Theoretical)
Today customers are facing a growing range of choice in the different brands of
products and services. They are making their choice based on their perceptions of
brand, quality service and value.
Companies need to understand the rapid growth of global market place. Where, the
companies should choose brand name with an eye to their global reach.
Scope of research work with researcher point of view:
· Get the practical implementation of the research.
· Learns the practicality of the marketing concepts.
· Get more confidence by interacting with others.
· Enhances the ability of observing.
· Improves the analytical thinking.
· Get the knowledge of marketing environment.

Objectives of the research work:
Any activity done without the objectives in the mind cannot turn fruitful. An
objective provides a specific direction to an activity. Objectives may range from very
general to very specific, but they should be clear enough to point out with reasonable
accuracy what researcher wants to achieve through the study and how it will be
helpful to the decision maker in solving the problem.
· Build customer awareness.
· To judge in which way the customers have developed awareness.
· To judge the awareness level of prospect customers.
· Increasing brand awareness.
· To know the brand image of Exide.
· To know customers attitude towards the brand Exide.
Limitations of the project:
· Sample size was small in comparison of the entire population.
· The respondents may be bias or influenced by external factors.
· The accuracy of indications given by the respondents may not be considered
as adequate.

Research Design:
A research design encompasses the methodology and procedure employed to conduct
scientific research. The design of a study defines the study type (descriptive,
correlation, semi-experimental, experimental, review, meta-analytic) and sub-type
(e.g.: descriptive-longitudinal case study), research,
question and hypothesis independent and dependent variables, experimental design if
applicable, data collection methods and a statistical analysis plan.
A research design is a pattern or an outline of a research project is working. Its is a
statement of only the essential elements of a study, which provides the basic
guidelines for the detail of the project. It comprises a series of prior decisions that
taken together provide a master plan for executing a research project.
A research design serves a bridge between what has been established i.e. the
research objective and what done, in conduct of the study to realize those objectives.
If there were no research designs, the research would have only foggy notion about
what is to be done.
There are numerous specific designs which can classify into three broad categories.
Research design is a conceptual structure within which the research would conduct.
In fact, it is the general blueprint for the collection, measurement and analysis of the
data.
As far as the project is concerned, the study focuses on the following design:
Explanatory Research Design:
The objective of explanatory research design is to find out the new ideas of
relationships, between several facts. It includes expert’s opinion with an survey
method using a questionnaire.
Descriptive Research Design:
Descriptive design is sound basis for making predictions pertaining to the
specific marketing practices, which is a part of the conclusive research. Its main aim
is to collect data with definite purpose. The descriptive research data would be
collected by secondary data sources like books, magazines & websites.

Sampling:
· Population:
The term "population" is used in statistics to represent all possible measurements or
outcomes that are of interest to us in a particular study.
· Sampling Unit:
The sampling units are various areas of Hubli, which have approached to collect data
from different prospect customers.
· Sampling frame:
Sampling frame is the source material or device from which a sample is drawn. It is a
list of all those within a population who can be sampled.
The sampling frame for this research work includes
1. Students
2. Self employed
3. Business persons
4. Government employees
5. Private employees
Sample Size:
Part of the universe which is selected for survey is called sample size. Sample size is
the act of choosing the number of observations or replicates to include in a statistical
sample. The sample size is an important feature of any empirical study in which the
goal is to make inferences about a population from a sample. In practice, the sample
size used in a study is determined based on the expense of data collection, and the
need to have sufficient statistical power. Researcher must prepare a sample design for
his study i.e., he must plan how a sample should be selected and of what size such a
sample would be.
Sample Size of Research is “200”, as to just get a quick analysis.
Sampling method:
Sampling method used in this research is Survey Sampling.
Survey sampling describes the process of selecting a sample of elements from a
target population order to conduct a survey. A survey may refer to many different
types or techniques of observation, but in the context of survey sampling it most

often involves a questionnaire used to measure the characteristics and/or attitudes of
people. Different ways of contacting members of a sample once they have been
selected is the subject of survey data collection. The purpose of sampling is to reduce
the cost and/or the amount of work that it would take to survey the entire target
population. A survey that measures the entire target population is called a census.
Methods of Data Collection:
The task of data collection begins after a research problem has been defined and
research design/ plan chalked out. Data Collection is an important aspect of any type
of research study. Inaccurate data collection can impact the results of a study and
ultimately lead to invalid results. Collecting the required information from the right
source is very important. Sources from which the data are collected differ as per the
requirements of the researcher. While deciding about the method of data collection to
be used for study, the researchers should keep in mind two types of data via .primary
and secondary.
Primary Data
Data that has been collected from first-hand-experience is known as primary data.
Primary data has not been published yet and is more reliable, authentic and objective.
Primary data has not been changed or altered by human beings; therefore its validity
is greater than secondary data.
Importance of Primary data cannot be neglected. A research can be conducted
without secondary data but a research based on only secondary data is least reliable
and may have biases because secondary data has already been manipulated by human
beings. In statistical surveys it is necessary to get information from primary sources
and work on primary data: for example, the statistical records of female population in
a country cannot be based on newspaper, magazine and other printed sources. One
such source is old and secondly they contain limited information as well as they can
be misleading and biased.
Validity is one of the major concerns in a research. Validity is the quality of a
research that makes it trustworthy and scientific. Validity is the use of scientific
methods in research to make it logical and acceptable. Using primary data in research
can improves the validity of research. First hand information obtained from a sample

that is representative of the target population will yield data that will be valid for the
entire target population.
Authenticity is the genuineness of the research. Authenticity can be at stake if
the researcher invests personal biases or uses misleading information in the research.
Primary research tools and data can become more authentic if the methods chosen to
analyze and interpret data are valid and reasonably suitable for the data type. .
Primary sources are more authentic because the facts have not been overdone.
Primary source can be less authentic if the source hides information or alters facts
due to some personal reasons. There are methods that can be employed to ensure
factual yielding of data from the source.
Reliability is the certainty that the research is enough true to be trusted on.
For example, if a research study concludes that junk food consumption does not
increase the risk of cancer and heart diseases. This conclusion should have to be
drawn from a sample whose size, sampling technique and variability is not
questionable. Reliability improves with using primary data. In the similar research
mentioned above if the researcher uses experimental method and questionnaires the
results will be highly reliable. On the other hand, if he relies on the data available in
books and on internet he will collect information that does not represent the real
facts.
Sources for primary data are limited and at times it becomes difficult to obtain
data from primary source because of either scarcity of population or lack of
cooperation. Regardless of any difficulty one can face in collecting primary data; it is
the most authentic and reliable data source. Following are some of the sources of
primary data.
Primary data are obtained by a study specifically designed to fulfill the data of
the problem at hand. Primary data is collected during the course of doing experiment
by using various method of data collection such as interview method questionnaires
method.
The various methods through which primary data is collected are:
1) Questionnaires method
2) Observation method

Secondary Data
Secondary data is data collected by someone other than the user. Common sources of
secondary data for social science include censuses, organizational records and data
collected through qualitative methodologies or qualitative research. Primary data, by
contrast, are collected by the investigator conducting the research.
Secondary data analysis saves time that would otherwise be spent collecting data and,
particularly in the case of quantitative data, provides larger and higher-quality
databases that would be unfeasible for any individual researcher to collect on their
own. In addition, analysts of social and economic change consider secondary data
essential, since it is impossible to conduct a new survey that can adequately capture
past change and/or developments.
Secondary data can be less valid but its importance is still there. Sometimes it
is difficult to obtain primary data; in these cases getting information from secondary
sources is easier and possible. Sometimes primary data does not exist in such
situation one has to confine the research on secondary data. Sometimes primary data
is present but the respondents are not willing to reveal it in such case too secondary
data can suffice: for example, if the research is on the psychology of transsexuals first
it is difficult to find out transsexuals and second they may not be willing to give
information you want for your research, so you can collect data from books or other
published sources.
Secondary data means information that is already available. Secondary data
means which are not originally generated but rather obtained from published
resources.
The various methods through which secondary data is collected are:
1) Various reference Books
2) Company homepage

Data Analysis and Interpretation:
Data analysis and interpretation is the process of assigning meaning to the
collected information and determining the conclusions, significance, and implications
of the findings. The steps involved in data analysis are a function of the type of
information collected, however, returning to the purpose of the assessment and the
assessment questions will provide a structure for the organization of the data and a
focus for the analysis.
This process usually includes the following steps:
 Organizing the data for analysis (data preparation)
 Describing the data
 Interpreting the data (assessing the findings against the adopted evaluation
criteria)
Where quantitative data have been collected, statistical analysis can:
 help measure the degree of change that has taken place
 allow an assessment to be made about the consistency of data
Where qualitative data have been collected, interpretation is more difficult.
 Here, it is important to group similar responses into categories and identify
common patterns that can help derive meaning from what may seem unrelated
and diffuse responses.
 This is particularly important when trying to assess the outcomes of focus
groups and interviews.

1) Number of customers using Two wheeler battery:
Table no 1:
Frequency Percent Valid Percent
Cumulative
Percent
Valid Yes 157 78.5 78.5 78.5
No 43 21.5 21.5 100.0
Total 200 100.0 100.0
Observation: According to the observation, out of 200 respondents, 153 people use
Exide two wheeler battery.
Interpretation: From the above table we can say that, most of the people use Exide
batteries for two wheeler vehicles. 78.5% of the total respondents use Exide two
wheeler batteries. This represents the popularity of brand Exide in the battery sector
of two wheelers.

2) Number of customers using four wheeler battery:
Table no 2:
Cumulative
Percent
Valid Yes 67 33.5 33.5 33.5
No 133 66.5 66.5 100.0
Total 200 100.0 100.0
Observation: According to the observation, out of 200 respondents, 67 people use
Exide four wheeler battery and 133 people don’t use Exide four wheeler battery.
Interpretation: According to the observation, 34% of the total respondents use
Exide battery for four wheeler vehicles. At this stage the company should stress on
the sales of four wheeler batteries.

3) Number of customers using Exide batteries
Table no. 3:
Exide Battery Users:
Yes No
Commercial vehicles battery 12 188
Online UPS 13 187
Offline UPS 3 197
Home UPS 18 182
Industrial batteries 6 194
Observation: According to the observation, out of 200 respondents,
Only 12 people use Exide commercial batteries
Only 13 people use Exide Online UPS batteries
Only 3 people use Offline UPS batteries
Only 18 people use Exide Home UPS batteries
Only 6 people use Exide Industrial batteries.
Interpretation: From the above table we can say that Exide is not doing well in other
than automotive sector. We can see that the number of users of Exide batteries has
gone down in Commercial and Industrial sectors. Therefore, the company should put
an extra effort to overcome this acute problem and should take measures to increase
the sale of batteries in commercial and industrial sectors. And, also we can see that
the number of users of Exide Online and Offline batteries for institutes and domestic
purposes is decreased when compared to automotive sector.

4) Customers familiar with Exide products:
Table no 4:
Cumulative
Percent
Valid I buy their products
occasionally
119 59.5 59.5 59.5
I buy their products on a
regular basis
81 40.5 40.5 100.0
Total 200 100.0 100.0
Observation: Out of 200 respondents, 119 people buy the products of Exide
occasionally and 81 people buy the products of Exide on a regular base.
Interpretation: This was a two point attitude scale to measure the loyalty of Exide
users. Wherein we can interpret that being a durable product Exide battery hardly has
a loyal customer base.

5) Number of customers who have seen Exide’s advertisement on billboards:
Table no. 5:
Customers who have seen Exide’s advertisement
Yes No
Billboards 88 112
Magazines 38 162
Newspaper 94 106
Online 16 184
Public transport 42 158
Radio 3 197
Television 115 85
Other media 9 191
88 people have seen Exide’s advertisement on billboards
38 people have seen Exide’s advertisement in magazines
94 people have seen Exide’s advertisement in newspaper
16 people have seen Exide’s advertisement Online
42 people have seen Exide’s advertisement on public transports
3 people have heard Exide’s advertisement on radio
115 people have seen Exide’s advertisement on television
9 people have come across Exide’s advertisement through other media.

Interpretation: From the above table we can say that the major portion of the people
have seen Exide’s advertisement on television. Also most of the people have seen
Exide’s advertisement on billboards and in newspaper. Few people out of total
respondents have seen Exide’s advertisements in magazines and on public transports.
Very few people have seen Exide’s advertisements through Online. And only 3
people have heard Exide’s advertisement on radio.

6) Number of customers who can identify Exide logo:
Table no. 6:
Cumulative
Percent
Valid Yes 194 97.0 97.0 97.0
No 6 3.0 3.0 100.0
Total 200 100.0 100.0
Observation: Out of 200 respondents, 194 people can identify the logo of Exide.
Interpretation: The number of respondents who can identify Exide’s logo is very
large in number. This shows the popularity of Exide brand.

7) Number of customers who can identify brand ambassador of Exide brand:
Table no. 7:
Cumulative
Percent
Valid Yes 124 62.0 62.0 62.0
No 76 38.0 38.0 100.0
Total 200 100.0 100.0
Observation: According to the observation, out of 200 respondents 124 (62%)
people can identify the brand ambassador of Exide brand.
Interpretation: Because of the popularity of the ambassadors, Mr. Salman Khan
(actor) and Mr. M. S. Dhoni (sports personality) the Exide brand is leveraging upon
their popularity index.

8) Association of attributes with the brand name:
Table no. 8
Cumulative
Percent
Valid Price 44 22.0 22.0 22.0
Maintenance 20 10.0 10.0 32.0
Service 92 46.0 46.0 78.0
Warranty 11 5.5 5.5 83.5
Durable 33 16.5 16.5 100.0
Total 200 100.0 100.0
Observation: according to the survey, out of 200 respondents,
92 people associate the brand with service
44 people associate the brand with price
33 people associate the brand with durability
20 people associate the brand with maintenance
11 people associate the brand with warranty
Interpretation: From the above table we can say that about 46% of the people
associated the brand with the service in terms of durability, efficiency etc. 22% of the
respondents also associated the brand with the price of Exide products.

9) Number of customers who purchase Exide batteries for two & four wheeler:
Table no. 9
Cumulative
Percent
Valid Yes 149 74.5 74.5 74.5
No 51 25.5 25.5 100.0
Total 200 100.0 100.0
Observation: Out of 200 respondents, 149 respondents purchase Exide batteries for
two & four wheeler vehicles.
Interpretation: From the above table we can say that most of the respondents use
Exide batteries for two and four wheelers other than SF Sonic batteries for two and
four wheeler.

10) Number of customers who purchase SF Sonic batteries for two & four
Table no. 10
Cumulative
Percent
Valid Yes 57 28.5 28.5 28.5
No 143 71.5 71.5 100.0
Total 200 100.0 100.0
Observation: Out of 200 respondents, 57 respondents purchase SF Sonic batteries
for two & four wheeler vehicles.
Interpretation: From the above table we can say that only 28% of respondents use
SF Sonic batteries for two and four wheelers. We can see that the number of SF
Sonic battery users is less than Exide batteries for two and four wheeler.

11) Number of customers who purchase Industrial batteries:
Table no. 11
Cumulative
Percent
Valid Yes 13 6.5 6.5 6.5
No 187 93.5 93.5 100.0
Total 200 100.0 100.0
Observation: Out of 200 respondents, only 13 respondents purchase industrial
batteries.
Interpretation: from the above table we can say that only 6% of the respondents
purchase industrial batteries. At this stage the company should focus more on
increasing the sales of industrial batteries.

12) Number of customers who purchase SF Industrial batteries:
Table no. 12:
Cumulative
Percent
Valid Yes 29 14.5 14.5 14.5
No 171 85.5 85.5 100.0
Total 200 100.0 100.0
Observation: Out of 200 respondents, 29 respondents purchase SF Industrial
batteries.
Interpretation: From the observation we can say that only 14% of the respondents
purchase SF Industrial batteries. The company should try to increase the sale of SF
Industrial batteries.

13) Brand loyalty of customers towards Exide brand:
Table no. 13:
Cumulative
Percent
Valid Totally agree 16 8.0 8.0 8.0
Agree 107 53.5 53.5 61.5
Neutral 64 32.0 32.0 93.5
Disagree 13 6.5 6.5 100.0
Total 200 100.0 100.0
Observation: According to the observation, out of 200 respondents
16 respondents totally agree as the loyal customers of Exide
107 respondents agree as the loyal customers of Exide
64 respondents are neutral in loyalty towards Exide
13 respondents disagree as the loyal customers of Exide.
Interpretation: From the above table we can say that 60% of the respondents are
loyal towards the brand Exide.

14) Recommendation of Exide batteries by the customers to others:
Table no. 14:
Cumulative
Percent
Valid Definitely not 1 .5 .5 .5
Probably not 17 8.5 8.5 9.0
Not sure 56 28.0 28.0 37.0
Probably 109 54.5 54.5 91.5
Definitely 17 8.5 8.5 100.0
Total 200 100.0 100.0
109 respondents would probably recommend Exide products to others
56 respondents are not sure of recommending Exide products to others
17 respondents would probably recommend Exide products to others
17 respondents might probably not recommend Exide products to others
1 respondent would definitely not recommend Exide products to others.
Interpretation: From the above table we can say that nearly 60% of the respondents
would recommend the Exide products to others. This shows the level of satisfaction
among the Exide users.

Crosstabs
1) Crosstabs on profession and associating one attribute to brand Exide.
Case Processing Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
Profession * Associate one
attribute
200 100.0% 0 .0% 200 100.0%
Count
Associate one attribute Total
Price Maintenance Service Warranty Durable
Profession Student 19 5 23 1 3 51
Self employed 4 0 16 3 8 31
Business 9 10 34 6 12 71
Government
10 5 9 1 4 29
employee
Private employee 2 0 10 0 6 18
Total 44 20 92 11 33 200
Symmetric Measures
Value
Asymp. Std.
Errora Approx. Tb Approx. Sig.
Interval by Interval Pearson's R .156 .070 2.223 .027c
Ordinal by Ordinal Spearman Correlation .129 .072 1.837 .068c
N of Valid Cases 200
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.
c. Based on normal approximation.

Explanation: the profession of the respondents has been chosen as one variable and
the attributes associated with the brand name Exide has been chosen as the other
variable. Karl pearson's coefficient of correlation is used to find out if there is any
correlation or covariance between the two variables under study. On measuring the
karl pearson’s coefficient of correlation, the output was positive. i.e. 0.156. this
indicates that if one variable increases, the other also increases and vice versa.
Spearman correlation is also used to find out the statistical dependence between two
variables. The two variables, the profession of respondents and the attributes
associated with the brand name Exide is considered. On measuring the spearman’s
correlation, the output was positive. i.e. 0.129. This means, the spearman’s
correlation coefficient is positive.
Interpretation: The bar chart clearly shows that business people are mainly focused
on the service and durability of the Exide products. Therefore, they have associated
the brand with service and durability. Students are more concerned about the service
and the price of Exide products. The respondents from all the groups have not
associated the brand with warranty and maintenance.

FINDINGS
 Most of the people buy Exide two wheeler and four wheeler batteries.
 78.5% of the respondents use Exide two wheeler batteries.
 Company has strong markets as well as brand image in two and four wheeler
battery sector.
 Users of Exide products have various attributes for buying Exide’s products
such as price, maintenance, warranty, service and durability.
 Most of the respondents are aware of Exide batteries.
 41% of the respondents buy Exide products on a regular basis. Remaining 59
% of the respondents buy Exide products occasionally.
 The majority of the respondents other than two and four wheeler battery users
are in favor of other brand.
 Major portion of the people associated the brand with service in terms of
durability, efficiency etc.

Suggestions:
 Company should promote the selling of Exide industrial and commercial
batteries.
 Company should create the brand image in the market to meet the
competition.
 Company should think on changing the looks and style of batteries in order to
increase brand image.
 Only 5.5% of respondents have associated the brand name Exide with the
warranty attribute. It is the major suggestion from the customers.
 Since the people tends to forget the advertising of a particular product a
reminder message has to be enforced in a regular interval and in a proper
media which would reach a large number of potential customers
 Customers should be contacted at a regular interval through phone calls or
any other media to ask them if they are facing any problems with the Exide
products.

Conclusion:
Brands are now a central feature of business to business marketing and consumer
marketing. They are important in building long-term relationships with the consumer,
irrespective of the type of market. Their importance is now also being recognized in
other markets, including service and industrial. Investing in a brand builds consumer
confidence and loyalty and allows for brand stretching. It requires a consistent and
long-term strategy. A survey has been conducted to know the brand awareness of
customers towards the Exide battery.
After analysis of data and facts collected from the survey, we can say that Exide is
the current market leader in two wheeler battery sector. People prefer Exide products
due to its service and price factors. Exide has a good number of layal customers in
the market who buys Exide products on a regular basis.
There is a tough competition for Exide batteries in commercial and industrial battery
market. Company should try to promote the sales of commercial and industrial
batteries and also should create the brand image to meet the competition in the
market.

Bibliography
Books:
Authors Book name Publishing house Edition
Philip Kotler,
Principles of
Gary Armstrong
Marketing
K & K 12th Edition
Websites:
www.exideindustries.com
www.exidereachout.com
www.sfsonicpower.com
www.wikipedia.com

Annexure:
Questionnaire:
Dear sir/madam,
I, Shivachetan S Bijjal, student of KLE society’s College of Business
Administration, Hubli. I am undertaking a research project on “Brand Awareness of
Exide Batteries” as a part of academic curriculum. So, I kindly request you to spare
few moments for filling the questionnaire. The response given will be strictly
confidential and will not be used for any Commercial purpose.
1) Name: ___________________
2) Gender
Male Female
3) Age: ____
4) Profession:
Student
Self employed
Business
Government employee
Private employee
5) Monthly Income
<10,000 10,000-15,000
15,000-20,000 25000-30,000
>30,000
6) Do you use any Exide products? E.g. (Two/Four wheeler & Commercial vehicle
batteries, Industrial batteries, Online, Offline & Home UPS)
Yes No
7) Do you use any of the following Exide products?
Two wheeler batteries Four wheeler batteries
Commercial vehicles battery Industrial batteries
Online UPS Offline UPS
Home UPS
8) How familiar you are with the brand name Exide?
I've never heard of them
I've heard of them, but never buy their products

I buy their products occasionally
I buy their products on a regular basis
9) Where have you seen advertisements for Brand Name Exide?
Billboards Magazines
Newspaper Online
Public transportation Radio
TV Other
10) Can you identify Exide’s logo?
Yes No
11) Can you name the personality who endorses our products in advertisements?
Yes No
12) Which one of the following attributes do you associate with Brand Name Exide?
Price Maintenance
Service Warranty
Durable
13) Which of these Exide products have you purchased?
Exide batteries (For Two and Four wheeler)
SF Sonic (For Two wheeler and Four wheeler)
Industrial (For Industrial purpose)
SF Industrial (For online UPS and Home UPS)
14) I consider myself as loyal to Exide Batteries.
Totally Agree Agree Neutral Disagree Totallydisagree
_______________________________________________________________
15) Would you recommend Exide Batteries to a friend or associate?
Definitely Probably Not Sure Probably Definitely
Not Not
_______________________________________________________
16) What is the first company that comes to mind when you think of batteries?
_______________________
THANK YOU

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