A STUDY ON XEROX’S BRAND IMAGE PERCEPTION ANDSERVICE QUALITY EFFECTIVENESS AMONG GOVERNMENT ESTABLISHMENTS IN CHENNAI. BY M.SHUNMUGA SUNDARAM (Reg. No.271200) Under the guidance of MR. P.RAVI B.E, M.B.A. Lecturer
OBJECTIVES OF THE Objectives STUDY► To study about the brand image perception ofXerox among government establishments.► To study about the service quality effectivenessfor Xerox products among its users. 1937
RESEARCH METHODOLOGY►METHOD OF STUDY : DESCRIPTIVE STUDY►METHOD OF SURVEY : SAMPLE SURVEY►TYPE OF SAMPLING : NON PROBABILITY►SAMPLING TECHNIQUE : CONVENIENCE SAMPLING►TOOLS USED FOR : INTERVIEW SCHEDULE DATA COLLECTION 1949
METHOD OF DATA COLLECTION►PRIMARY DATA Interview Schedule►SECONDARY DATA Company website Industrial Report Magazines►TOOLS USED FOR ANALYSIS Weighted average method Chi-square test Percentage analysis 1954
METHOD OF DATA COLLECTION►SAMPLING UNIT: The sample unit constitutes government officers in chennai►SAMPLING SIZE: The sample size is 97 in Chennai city. 1957
FINDINGS►57% of the respondents are not aware of the brand.►Only 43% of the respondents are aware of the brand.►46% among the respondents knowing brand Xerox as action of taking copy from original.►42% among the respondents are aware that Brand Xerox as the Manufacturer of Printer/Scanner/Mfd’s.►There is significant relation between the awareness of the brand and its various products among the respondents.From the awareness group of 41 respondents:► 76 (%) respondents had seen advertisement of Xerox in Magazine.► 80 (%) respondents had seen advertisement of Xerox Very Rarely.. 1961
FINDINGSFrom the awareness group of 41 respondents:► 53 (%) respondents are non aware about the offers of Xerox products.► 61(%) respondents have rightly chosen the logo of Xerox.► 61 (%) respondents communicating about Xerox product to others Very Rarely.► 83 (%) respondents highlight Xerox product on Brand value.► Among the total respondents of 97, 66 % of the respondents are non user of Xerox product and 34% of respondents are user of Xerox product.From The User Group Of 33 Respondents:► 70 % of respondents are using copier of xerox.► 84% of respondents facing problems sometimes in their product.► 40 (%) respondents facing black copied problems.► 30 (%) respondents facing paper jam problems.► weighted value 60 shows respondents were satisfied with the response while lodging a complaint. 2004
FINDINGSsFrom The User Group Of 33 Respondents:►70 (%) respondents are experiencing A.M.C services for Xerox products.► 75(%) respondents recommend Xerox product(s)► Respondents are satisfied with the warranty, service engineer approach & demonstration of the product.► Respondents are dissatisfied with the user friendliness and very dissatisfied with the pricing of the product.► There is significant relation between frequency of problem and the type of problems experienced by the users of the product.► There is significant relation between frequency of problem and the users experience while lodging complaint. 2008
CONCLUSIONTHIS STUDY HAS HELPED IN Identifying the brand image perception of Xerox knowing the quality of service experienced by the users of Xerox products and their expectations To find out various interpretations which help the organization to Stare the areas where they are lagging. Informing Organisation about the current level of positioning the brand.
SUGGESTIONS As the awareness level is very low in government officials segments, Xerox have to make a role in government conducted workshop like sponsoring the event to make aware of the brand and the product. As advertisement of Xerox is known majority by magazine Xerox have to place its advertisement also in various business magazines such as profit, outlook and so on also have to spread their advertising media by the means of hoardings , advertising in website popular websites such as chennaionline.com
SUGGESTIONS Also Xerox to make effective positioning its logo it have be placed in every product on Xerox in visible way. In order to break the wrong image perception of Xerox ,it have to concentrate on revamping its product positioning strategies by introducing sloganssuch as “ MAKE YOUR PRINT AT XEROX” in its advertisement .
SUGGESTIONS As majority of the respondents are not have much knowledge about the usage of the product Xerox have to look in this and have to provide the customers the usage pattern and the trouble shooting tip in a Compact Disc format at the time of approaching for a sale. As majority of the respondents feel dissatisfied with the user friendliness of the product Xerox have to modify the software so as to facilitate easy access experience to its users.
SUGGESTIONS As majority of the respondents feel very dissatisfied with the pricing of the product Xerox have to concentrate on cutting out the cost and have to make a customer centric innovation to bring back the product with affordable price.To make the brand positioning effectively as an inventor oflaser printing technology. Xerox has to maintain a relation withits customer and also to create customer, Xerox have to implement acustomer support center for queries by providing a toll free number.
SUGGESTIONSTo make an effective brand positioning Xerox have to concentrate on various segments like educational institutions, hospitals and even the home users segment as the customers are expecting a machine for taking copy in a A4 size . Looking on these Xerox has to take necessary actions to widen its brand positioning and awareness. In order to improve the customer experience and drive more loyalty, Xerox need to build a strong customer insights team so they have to assign an executive, like a chief customer officer, who can take advantage of to implement more effective customer programs. Such projects will find low- cost ways to improve customer experience, which will increase loyalty.