1. A STUDY ON XEROX’S BRAND IMAGE PERCEPTION AND
SERVICE 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

2. OBJECTIVES OF THE Objectives
STUDY
► To study about the brand image perception of
Xerox among government establishments.
► To study about the service quality effectiveness
for Xerox products among its users.
1937

3. 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

4. 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

5. 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

6. 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

7. FINDINGS
From 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

8. FINDINGS
s
From 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

9. CONCLUSION
THIS 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.

10. 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

11. 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 slogans
such as “ MAKE YOUR PRINT AT XEROX” in its advertisement .

12. 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.

13. 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 of
laser printing technology. Xerox has to maintain a relation with
its customer and also to create customer, Xerox have to implement a
customer support center for queries by providing a toll free number.

14. SUGGESTIONS
To 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.