1. “MARKET RESEARCH OF ZEBRONICS
SURVEILLANCE PRODUCTS AND
DATA ANALYSIS USING SPSS”
A SUMMER INTERNSHIP REPORT
Submitted by:
S P CHOWDHRY PRASATH
(2015201009)
in partial fulfillment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
DEPARTMENT OF MANAGEMENT STUDIES,
COLLEGE OF ENGINEERING,
ANNA UNIVERSITY,
CHENNAI.
MAY-JUNE 2016
2. ii
DECLARATION
I, S.P.CHOWDHRY PRASATH, Roll No 2015201009, pursuing Master of
Business Administration (2015-17) at Anna University, Chennai, hereby declare that
the summer internship project report titled “MARKET RESEARCH OF
ZEBRONICS SURVEILLANCE PRODUCTS AND DATA ANALYSIS
USING SPSS” is an original work done by me for the partial fulfilment of the
requirement for the award of the degree MASTER OF BUSINESS
ADMINISTRATION, Department of Management Studies, College of Engineering,
Guindy, Anna University, Chennai and the same has not been submitted to any
other Institute for the award of any other degree.
S.P.CHOWDHRY PRASATH
3. iii
ABSTRACT
In the present scenario marketing and sales is a major challenge for seasoned
professional. And it is no surprise that Marketing is a tough concept to understand.
Marketing is the activity and processes of delivering offerings that have value for
customers, clients, partners, and society at large. The project report consists of
detailed Study of “MARKET RESEARCH OF ZEBRONICS
SURVEILLANCE PRODUCTS” The report further provides information
regarding Zebronics, its product and services, which facilitate the buyer effectively.
It is very important that trained marketing professionals who are able to
communicate specific features of the services should sell the products. In the
millennium all these activities would play a crucial role in the overall development
and maturity of the organization.I hope that the research work made by me by
collecting and analyzing data about zebronics surveillance products will be of great
help to get the comprehensive knowledge of the organization.
4. iv
ACKNOWLEDGEMENT
I acknowledge the sincere assistance provided to me from several rather unexpected
quarters during the course of execution of this study. It would be a mammoth task to
place on record my gratitude to each and every one of them but a whole hearted
attempt would be made nevertheless, least I be branded ungrateful.
I am extremely thankful to Dr. L. Suganthi , Head of the Department, Department
of Management Studies, Anna University, who gave me an opportunity to apply
knowledge practically. I would also like to thank Mr. Abhishek, Mr. Vimlesh,
Ms. Arpitha, Mr. Dhanraj of Zebronics India Ltd for giving me an opportunity
to undergo training in the field of MARKET RESEARCH (involving zebronics
surveillance products) and making my stay at Zebronics India Ltd a memorable
learning experience.
5. v
EXECUTIVE SUMMARY
The present business scenario is totally customer oriented. Each company faces stiff
competition from its competitors, each provides the best services at competitive
rates. As a result customer has lot of choices to get the best with least cost. To face
this competition, it is very important to know customer’s behavior towards different
products and services.
This project is aimed at understanding the various factors which affect the sale of
surveillance products of zebronics.
Research has showed that it is far more costly to win a new customer than it is to
maintain an existing one, and there is no better way to retain a customer than to
exceed his expectations. For this purpose it is essential to know the level of
customer satisfaction. My job was to collect the data ( price, brand..etc.,) about
various surveillance products that are sold in the market by various sellers and
distributors and also to get their suggestions about the zebronics surveillance
products. There can be no better opportunity to interact with the external as well as
the internal customers of an organization.
6. vi
TABLE OF CONTENTS
CHAPTER TITLE PAGE.NO
ABSTRACT iii
EXECUTIVE SUMMARY v
LIST OF TABLES vii
LIST OF FIGURES vii
LIST OF ABBREVIATIONS viii
OBJECTIVE OF THE STUDY ix
1. INTRODUCTION 1
2. SURVEILLANCE MARKET IN INDIA 3
3. ABOUT ZEBRONICS
3.1 VARIOUS PRODUCTS OF ZEBRONICS 6
4. SURVEILLANCE PRODUCTS OF ZEBRONICS 7
5. TASKS CARRIED OUT DURING INTERNSHIP 9
6. PRICE STRUCTURE 10
7. MARKET SITUATION 11
8. COMPETITIVE SITUATION 12
9. RESEARCH METHODOLOGY 13
10. VARIOUS DEALERS WHO WERE MET 14
11. ANALYSIS USING SPSS 15
12. STEPS TO BE TAKEN TO POPULARIZE ZEBRONICS 21
7. vii
13. LIMITATIONS 22
14. CONCLUSION 23
15. REFERENCES 24
LIST OF TABLES
TABLE 11.6 BC DETAILS
LIST OF FIGURES
FIGURE 7.1 CCTV SELLERS
FIGURE 11.1 BRAND PIE CHART
FIGURE 11.2 DC PRICE
FIGURE 11.3 BC PRICE
FIGURE 12.1 ZEB POPULARITY
FIGURE 12.2 ZEB SELLERS
TABLE-3.1.1 ZEBRONICS PRODUCTS
TABLE-3.1.2 ZEBRONICS LOCATIONS
TABLE 10.1 CCTV DEALERS
TABLE 11.1 CCTV PRICE.
TABLE 11.2 FREQUENCIES
TABLE 11.3 PERCENTAGE
TABLE 11.4 BRAND DETAILS
TABLE 11.5 DOME CAMERA DETAILS
8. viii
LIST OF ABBREVIATIONS
D.C- DOMEC CAMERA
B.C- BULLET CAMERA
CCTV- CLOSED CIRCUIT TELEVISION
IP- INTERNET PROTOCOL
HDCVI- HIGH DEFINITION COMPOSITE VIDEO INTERFACE
DVR- DIGITAL VIDEO RECORDER
9. ix
OBJECTIVE OF THE STUDY
The objective behind this research project is to study about the importance and
development of surveillance products in today’s scenario.
To understand the various factors which affect and influence the sale of surveillance
products of Zebronics. To know about the Marketing strategies which are used by
Zebronics to Survive in highly competitive surveillance market and different
services which are offered by Zebronics. An overview of the Indian surveillance
market is also given, along with the growing opportunities for surveillance products
in India. A brief introduction about Zebronics has also been given, covering all the
services provided by Zebronics.
Under this research project following points about Zebronics surveillance products
are covered:
Market Situation
Competitive Situation
Pricing Structure
10. 1
CHAPTER-1:INTRODUCTION
Surveillance is the monitoring of the behavior, activities, or other changing
information, usually of people for the purpose of influencing, managing, directing,
or protecting them. This can include observation from a distance by means of
electronic equipment (such as CCTV cameras), or interception of electronically
transmitted information (such as Internet traffic or phone calls); and it can include
simple, relatively no- or low-technology methods such as human intelligence agents
and postal interception. Surveillance is used by governments for intelligence
gathering, the prevention of crime, the protection of a process, person, group or
object, or for the investigation of crime.
Surveillance is often a violation of privacy, and is opposed by various civil liberties
groups and activists. Liberal democracies have laws which restrict domestic
government and private use of surveillance, usually limiting it to circumstances
where public safety is at risk. Authoritarian government seldom have any domestic
restrictions; and international espionage is common among all types of countries.
Closed-circuit television (CCTV), also known as video surveillance, is the use of
video cameras to transmit a signal to a specific place, on a limited set of monitors. It
differs from broadcast television in that the signal is not openly transmitted, though
it may employ point to point (P2P), point to multipoint, or mesh wireless links.
Though almost all video cameras fit this definition, the term is most often applied to
those used for surveillance in areas that may need monitoring such as banks,
casinos, airports, military installations, and convenience stores. Video telephony is
seldom called "CCTV" but the use of video in distance education, where it is an
important tool, is often so called.
In industrial plants, CCTV equipment may be used to observe parts of a process
from a central control room, for example when the environment is not suitable for
humans. CCTV systems may operate continuously or only as required to monitor a
particular event. A more advanced form of CCTV, utilizing digital video recorder
(DVRs), provides recording for possibly many years, with a variety of quality and
performance options and extra features (such as motion detection and email alerts).
11. 2
More recently, decentralized IP cameras, some equipped with megapixel sensors,
support recording directly to network-attached storage devices, or internal flash for
completely stand-alone operation. Surveillance of the public using CCTV is
particularly common in many areas around the world. In recent years, the use of
body worn video cameras has been introduced as a new form of surveillance.
12. 3
CHAPTER-2:SURVEILLANCE MARKET IN INDIA
The security systems sector in India can broadly be divided into four main
categories: Access Control, Detector & Scanners, CCTV and Alarm Systems. The
largest amongst these is the CCTV segment, accounting for more than 50% of the
entire electronic security equipment market in India . With the high-success rate of
CCTV surveillance devices worldwide, security conscious organizations (both
government and non-government) in India are implementing CCTV surveillance,
reflecting an annual expected growth rate of more than 20%. The growth in the
market has been driven by the growing awareness among different end user
segments .
The Indian CCTV market is witnessing immense growth from sectors such as city
surveillance, hospitality, airport security, BFSI, retail, BPO, manufacturing, college
campuses, infrastructure companies and education. The government, in general, is
the biggest segment in terms of volume demand. The private sector, enterprises as
well as SMBs, shows potential although their demand is dwarfed by that of the
government sector.
In India, the preference is for analog based surveillance systems currently but recent
trends indicate a shift towards digital technology based IP surveillance systems,
used increasingly in different verticals such as retail, manufacturing, homeland
security, transportation, BFSI and government.
The Indian surveillance market is fast changing with new technologies being
introduced coupled with the technological advancement being more towards
software based solutions than hardware based. The latest technology expected to
dominate the surveillance space is the network or IP camera. From the earlier
Analog CCTV technology, there has been a technology shift and the introduction of
Digital cctv cameras brought about about a revolution in surveillance market.
13. 4
Internet protocol (IP) based (digital), open source and fully integrated systems, with
the option for remote surveillance, background screening, video analytics, digital
video and sensor-based detection are much popular now in the market.
14. 5
CHAPTER-3:ABOUT ZEBRONICS
Founded in 1997, Zebronics is India’s No.1 IT Peripherals and Multimedia
Speakers brand and increasing its footprints in LED TV and Surveillance vertical
with a mission to provide products which are Great on design, performance yet so
easy on pocket, that every household in the country can afford. Today, Zebronics
employs over 900 people across 31 Offices and 126+ Zeb Cares in India. The
offices are backed by strong network of dealers, resellers and integrators adding to
retail presence of over 30,000+ locations across length and breadth of the country.
The Zeb Care (service centers) provide support to the consumers and the channel
network. Zebronics is known for its EQR Mantra (Excellence, Quality and
Reliability) throughout its large range of computer peripherals and consumer
electronics.
Core Strength - The EQR Mantra
Zebronics focuses on product design excellence, strict quality controls and a very
reliable product to bring home, putting this approach together as the EQR Mantra
(Excellence, Quality and Reliability) which has lead to becoming the No.1 brand in
IT peripherals and one of the most important player in Multimedia Speakers, LED
TVs and Surveillance.
Research & Development
Zebronics has an in-house Research and Development department, monitoring the
latest developments in the field of technology and innovation to find more suitable
products and services for the market.
15. 6
3.1 Various products of zebronics
IT Peripherals Audio/Video Accessories Surveillance
Computer
Chassis
Headphone and Mic
Computer
Accessories
Video Door phone
Power Supply Earphones
Gaming
Accessories
Analog
Webcameras
Multimedia Computer
Speaker
Laptop Accessories AHD
Motherboards Portable Media Players
Tablet/PC
Accessories
HDCVI
Add-on Cards Tablet PC Power Strips IP
Keyboard Multimedia Players Power Bank DVR
Mouse LED TV Selfie Stick NVR
Monitors Bluetooth Speakers
Home Automation
Systems
UPS Power Supply
TV tuners Security UPS
Table-3.1.1 Zebronics products
Locations of zebronics branches in India
Ahmedabad Bangalore Bhubaneshwar Calicut
Chandigarh Chennai (H.O) Cochin Coimbatore
Dehradun Delhi Ghaziabad Gurgaon
Guwahati Indore Jaipur Jammu
Kolkata Lucknow Ludhiana Mumbai
Nagpur Parwanoo Patna Puducherry
Pune Raipur Ranchi Secunderabad
Surat Trivandrum Vijayawada
Table-3.1.2 Zebronics locations
16. 7
CHAPTER-4:SURVEILLANCE PRODUCTS OF ZEBRONICS
Zebronics, the no.1 IT peripheral producer in india has expanded its business into
the surveillance products production and distribution. Zebronics produces and also
imports various surveillance products that are in great demand in today’s scenario.
The various surveillance products of zebronics include:
Video Door phone
Analog cctv cameras
AHD cctv cameras
HDCVI cctv cameras
IP cctv cameras
DVR
NVR
Home Automation Systems
Power Supply
Security UPS
VIDEO DOOR PHONES
The video phone are products that are normally fixed on the doors of houses. The
video door phones have an outdoor and an indoor units. The outdoor units take the
image of the person standing in front of the door and the indoor unit will display the
image of the person to those who are inside the house.
CCTV cameras
Four types of cctv cameras are produced by zebronics. They include:
Analog
AHD
HDCVI
IP
The AHD and HDCVI cameras are the fast moving zebronics cctv cameras in
market.
17. 8
VIDEO RECORDERS
There are two types of zebronics video recorders are available. They are DVR and
NVR. DVR are normally used for analog, AHD and HDCVI cameras, whereas,
NVR is used for IP cameras. These DVR’s and NVR’s contain the hard disks which
store the videos that are recorded by these cameras.
POWER SUPPLY AND UPS
Zebronics also produces various power supplies and UPS’s which are very useful in
supporting these surveillance products to carry out their acivities.
18. 9
CHAPTER-5 :TASKS CARRIED OUT DURING INTERNSHIP
I have carried out three kind of tasks during the internship period. I have listed them
below:
Collecting details about surveillance products of various brands available in
the market.
Collecting the details such as price, quality and service support of these
products.
Convincing dealers and end consumers to purchase zebronics products.
I was given the task of collecting details about various surveillance products
available in the market (it also involved conducting an unstructured and
uncontrolled survey). I have collected the price, quality and service support details
of these different products and the last task assigned to me was to convince various
dealers and end consumers to purchase zebronics products by explaining them
benefits that they will get by purchasing them.
19. 10
CHAPTER-6: PRICE STRUCTURE
The cost of these surveillance products varies from lowest to highest depending on
various factors. These factors are listed down:
Quality of the product
Specification of the product
Manufacturing cost of the product
Quantity (Number) of products purchased
Normally. The price range of zebronics surveillance products is almost similar to
the other surveillance product brands. The price of the cctv cameras range
depending on their type such as analog, AHD, HDCVI, IP.
The price also range depending on the resolution of the cameras, which range from
TVL (Analog cameras) to 5MP (IP cameras). The price of the DVR’s and NVR’s
vary depending on the number of channels they have.
Similarly, the price of the video door phones, UPS, power supply also vary based on
their size, quality and other specifications.
20. 11
CHAPTER-7 : MARKET SITUATION
There is an increased in the purchase of these surveillance products in india by both
private and government agencies. The main reason for this is the increase in crime
and violence rate in the recent past. This increase in demand caused the various
companies in india and abroad to involve actively in production of these
surveillance products. Zebronics produces and also imports various kinds of
surveillance products. There are so many brands like hi-focus, robo-eye, bush puls,
eyeon, n-vision..etc., in indian market which also produce surveillance products of
various types. since zebronics has introduced its surveillance products only in recent
times, their presence across the indian market is increasing every day
Figure 7.1- cctv sellers
21. 12
CHAPTER-8 : COMPETITIVE SITUATION
Whenever there is a high demand for a product then naturally there will be high
competition among various companies to produce and sell them. As the demand for
the surveillance products is growing every day in india, different companies are
involved in producing them. The companies like hi-focus, robo-eye, bush puls,
eyeon, n-vision..etc.,are the few competitors of zebronics in indian surveillance
market. These companies try to produce products which are of low cost and high
quality. They are also focused on producing the products that are desired by their
customers.
22. 13
CHAPTER-9: RESEARCH METHODOLOGY
The methodology adopted for this project is exploratory in nature (unstructured and
uncontrolled observation method is used) since there is no hypothesis that has to be
tested. The conclusions have been drawn by exploratory research work.
There have been two sources of information collected:
a) Primary Sources
I have met retailers of the zebronics and have been able to get first hand information
regarding the product, its features and the buying patterns of the product. Their
input has been valuable.
b) Secondary Sources
Secondary sources have played a vital role in this process. A good amount of data
has been collected from various published articles and reports found in magazines
and journals. Another vital source has been the Internet and particularly the
company’s own website.
24. 15
CHAPTER-11: ANALYSIS USING SPSS
I have used the SPSS tool for statistical analysis of the data that was collected by
me. Here is the sample data showing the details of the surveillance products of
various brands that are available in various places in Chennai.
s.no vendor name location Dome camera-
price(rs)
Bullet camera-
price(rs)
dvr-
price(rs)
brand
1 tele-tech electronics ritchi st 1300 1950 3700 securas
2 kwality telecom egmore 1450 1550 4800 hi-focus
3 suthik computers ritchi st 1700 2100 3500 Roboeye
4 southern enterprises ritchi st 1650 1850 6000 Zebronics
5 master electronics ritchi st 1350 1550 4300 hi-focus
6 N-vision infotech egmore 1300 1500 5000 n-vision
7 arihant electronics ritchi st 1300 1430 3500 hi-focus
8 ket secured ritchi st 2100 2300 6500 Dahua
9 secure-max parrys 1550 1550 4000 hi-focus
10 security planet parrys 1250 1450 4200 Eyeon
11 smart vision ritchi st 1300 1500 4200 Unicam
12 globe tronics ritchi st 1500 1650 3500 hi-life
13 sidhi vinayak parrys 1500 1700 5500 hi-focus
Table 11.1- cctv price
26. 17
Brand
Frequency Percent Valid Percent Cumulative Percent
Valid
dahua 1 7.7 7.7 7.7
Eyeon 1 7.7 7.7 15.4
hi-focus 5 38.5 38.5 53.8
hi-life 1 7.7 7.7 61.5
n-vision 1 7.7 7.7 69.2
Roboeye 1 7.7 7.7 76.9
Secures 1 7.7 7.7 84.6
Unicam 1 7.7 7.7 92.3
Zebronics 1 7.7 7.7 100.0
Total 13 100.0 100.0
Table 11.4- brand details
Figure 11.1- brand pie chart
The pie chart tells us that Hi-focus is the popular brand in the market
(according to the sample data)
27. 18
Table 11.5- dome camera details
Figure 11.2- dc price
The pie chart tells us that the most common price of a dome camera (1 MP)
in the market is Rs. 1300
Dome camera-price(rs)
Frequency Percent Valid Percent Cumulative Percent
Valid
1250 1 7.7 7.7 7.7
1300 4 30.8 30.8 38.5
1350 1 7.7 7.7 46.2
1450 1 7.7 7.7 53.8
1500 2 15.4 15.4 69.2
1550 1 7.7 7.7 76.9
1650 1 7.7 7.7 84.6
1700 1 7.7 7.7 92.3
2100 1 7.7 7.7 100.0
Total 13 100.0 100.0
28. 19
Bullet camera-price(rs)
Frequency Percent Valid Percent Cumulative Percent
Valid
1430 1 7.7 7.7 7.7
1450 1 7.7 7.7 15.4
1500 2 15.4 15.4 30.8
1550 3 23.1 23.1 53.8
1650 1 7.7 7.7 61.5
1700 1 7.7 7.7 69.2
1850 1 7.7 7.7 76.9
1950 1 7.7 7.7 84.6
2100 1 7.7 7.7 92.3
2300 1 7.7 7.7 100.0
Total 13 100.0 100.0
Table 11.6- bc details
Figure 11.3- bc price
The pie chart tells us that the most common price of a Bullet camera (1 MP)
in the market is Rs. 1550.
29. 20
CHAPTER-12:STEPS TO BE TAKEN TO POPULARIZE ZEBRONICS
SURVEILLANCE PRODUCTS
As mentioned earlier, I have carried out an unstructured and uncontrolled
observation (of 10 dealers). I asked these dealers certain questions about zebronics
surveillance products and their answers helped me to figure out the Steps that must
be taken to popularize the zebronics surveillance products. They are as follows:
1) Do you know about zebronics surveillance products?
Ans: Out of 10 dealers only 4 said that they know about zebronics
surveillance products
Figure 12.1- zeb popularity
2) Do you purchase/sell them?
Ans: Out of four dealers who said that they know about zebronics surveillance
products, only one said that he purchases and sells them.
Figure 12.2- zeb sellers
0 0.2 0.4 0.6 0.8 1
a
c
e
g
i
yes
yes
0 0.2 0.4 0.6 0.8 1
a
e
yes
yes
30. 21
3) If no, then what is the reason behind it?
Ans: when those three dealers (who said that they know about zebronics
surveillance products but don’t purchase/sell them) were asked why they do
not buy/sell zebronics surveillance products, the common answers given by
them are:
-Low/No advertising.
-Price is high when compared to other similar products.
-Low after sales (service) support
So it is very clear that if zebronics focuses on above issues they can increase their
market presence (in terms of surveillance products) across Chennai and also in other
areas.
31. 22
CHAPTER-13:LIMITATIONS
Though this survey tells about the market situation and the presence of zebronics
surveillance products in the market, this survey is not the final say because of the
following reasons:
This survey is conducted only in Chennai
Only few areas were surveyed
Only few dealers were asked about their opinions on zebronics
surveillance products.
Since this survey is exploratory in nature, the outcome of it cannot be
used to predict/conclude the relation between the sale of zebronics
surveillance products and factors such as advertisements..etc., in other
areas which are not surveyed.
32. 23
CHAPTER-14:CONCLUSION
From the above details, I would like to conclude by saying the fact that zebronics
has established itself as a good IT peripheral brand in India. It has large customer
base who regularly purchase many kind of zebronics products. So it will be easier
for zebronics to market its surveillance products more efficiently by giving extra
importance to advertisments, more efficient after sales support..etc.,
