CHAPTER 1

INTRODUCTION

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 CHAPTER: 1
INTRODUCTION

1.1 3 Sectors of Indian Economy

India is the leading economy in the world with growth rate around 7.1 percent in
financial year 2016-17. As per the survey it is forecasted that in the FY 2017-18 it will
grow between 6.75 and 7.50 percent. There are three major sectors and pillars of Indian
economy i.e.
• Primary sector;
• Secondary sector
• Tertiary sector.

Primary sector,
It is basically related to Agriculture and contributes GDP of around 12% industry and
total 43% of geographical area is under this sector. It consists of 51% of workforce of
India and is one of major pillars of Indian economy. Primary sector also includes
forestry, animal husbandry, logging, and fishing. Today, India is the major producer of
milk, cashew nuts, coconuts, tea, ginger, black pepper and turmeric in the entire world.
It produces wheat, sugar, tobacco, rice in a very large amount. over 10% of fruits in the
entire world is grown in India. Beside agriculture; Fishing and mining is also include in
Primary Sector. Central Government and State Government Role and contribution of
Primary Sector for economic development:

India ranks second worldwide in farm output. The economic contribution of agriculture to
India’s GDP is steadily declining with the country’s broad based economic growth. Still,
agriculture is the broadest economic sector and plays a significant role in the overall
socio-economic of India. As per the report of 2008 it was claimed that India’s population
is growing faster than its ability to produce rice and wheat but other studies claims that
India can still easily feed its growing population and also can produce rice and wheat for
global exports. Between 1990 and2010, Indian fish capture harvested almost got

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doubled and in 2008 India was the world’s sixth largest producer of fresh water capture
fisheries and stood second for aquaculture farmed producer. From last 5 years India’s
primary sector has boomed in the production and productivity of food grains , oil seeds,
commercial crops, fruits, vegetables, food grains, poultry and dairy. India stands as the
second largest producer of fruits and vegetables in the world and also being the largest
overseas exporter of cashews and spices. Further on India is also the highest producer
of milk in the world and is growing at a very good positive rate. India in the present
scenario stands at a very steady position for its primary sector.

Secondary sector,
It is basically related to the various manufacturing industries and contributes 28% to
Indian GDP and consists 22% of the workforce of India. It mainly takes the output of the
primary sector and manufactures finished goods. India ranks 5th largest contributor to
the manufacturing in the world and approximately Industrial output of India is $672
billion. This sector is divided into two parts, one is light industry and another is heavy
industry. It takes large quantity of energy and machineries to convert the raw materials
into goods or products. Secondary sector plays a very vital role in primary and tertiary
sector. Also India is expanding the production of FMCG (fast moving consumer goods)
and has also started facing foreign competitors. However it has managed by cutting
down costs, low labor costs and focusing on new products designing.

Role and contribution of industry for economic development:

Industrialization made possible in the production of different goods like railways and
dams, these goods cannot be imported. Industrialization plays a very vital role in the
structural change of underdeveloped countries and developing countries. Today only
because of industrialization we can see the technological difference from very starting
till now. Industries have a very important role in the economic development of any
nation without industries no nation can think of growing economically. India is rich in
human resources and so labor cost can be cut down and it helps industry to grow fast
and also it provides employment.

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Tertiary sector,
It is basically related to the Service sector and generates 60% shares in Indian GDP
and also consists of 27% of workforce in it. India ranks 10th in generating revenue by
this sector in the entire world, worth $1,024 billion of output.It actually provides the
service to the consumers, instead of any end product. It provides intangible goods to the
customers. IT sector plays a very vital role in this sector and contribute a lot of revenue
to India GDP. India is presently the hub of IT companies and is in a growing stage.
Service sector is one of fastest growing sectors in Indian economy. It is likely
sustainwith the same pace by 2025. The main reason of so rapid growth of service
sector is due to urbanization, privatization. The growth in the primary and secondary
sectors majorly depends upon the growth of services like banking, insurance, trade,
commerce. Service sector is playing a very vital role in the growth of a nation’s
economy.

Role and contribution of services for economic development:

The service sector in India has the highest growth rate. India has a service oriented
economy as growth in the service sector directly helps the primary and secondary
sector to grow. Service sector have a very positive impact on poverty as it is making
people to grow and enhance their skills in the fields like hotels, restaurants and IT.

1.2 Evolution of app development

In 1983, six months before launching the first Macintosh, Steve jobs quoted that
“IT W0ULD BE A LITTLE LIKE A REC0RD ST0RE WHERE S0FTWARE W0ULD BE
D0WNL0ADED 0VER PH0NE LINES.”

That what happened, and we named it by – AppStore today. In today’s world our lives
revolves around mobile applications. Each and everything whether we to wake up in the
morning or to navigate or book a dinner table. How applications became a part of our
lives and how it went through a drastic change and development.
The first smartphone was launched in 1994 had over 10 inbuilt applications. IBM’s
Simon was the first ever smartphone launched in 1994 and there was no app store but

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the phone came features like Address Book, Calculator, Calendar, Mail, Note Pad, and
Sketch Pad. Early days a few Java games, a calculator or monthly calendar were
considered to be as the mobile apps. Nokia is still known for its famous Snake game on
some of its very starting handsets.

Later on, came the era of ‘qwerty keypad’

In 2002, RIM came up with game of smartphones and mobile apps with the launch of
BlackBerry 5810. The handset was integrated with the innovative concept of wireless
email. Apps were not so trendy and were very simple but still they did quite a lot well.
The in-build features of the phone were like games, ringtone editors, calculators,
calendars.

Then first iPhone was launched

In June 2007, Apple launched its first iPhone which completely changed the mobile
industry design and structure. The iPhone came with in-build features apps like Maps,
Photos, Text, and Weather.

Third-party apps are welcome

Then came the era of third party apps moment which completely revolutionized the
mobile industry and initiated the way for mobile-first startups. Prior the launch of iPhone
3G, Apple announced to introduce an iPhone software development kit for third-party
companies. So, that the iPhone could support the third-party applications by using the
Safari engine on the device.

AppStore went LIVE

July 2008, Apple’s App Store went live. On the day of launch apple the featured 500
apps in marketplace. It was done also so that the Developers could reach each and
every iPhone user with the help of App Store. It was a great success for Apple as 10
million downloads happened within a week.

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First few apps on the AppStore

About 800 native apps were available on the App Store, with more than 200 apps were
for free and 90% priced less than $10. The word ‘App’ became the ‘Word of the Year’.
Apps were downloaded very rapidly and was growing higher and higher. The word ‘app’
was voted the 2010 ‘Word of the Year’ by the American Dialect Society.

Google followed same trend and came up with and Google Play –
‘An evolution of Android Market’ In 2012, Google came with a new innovative idea
that was to bring all its contents under one roof that is Google Play. It completely
changed the face of the mobile industry and rebranded its Android Market, Google
Music, Google Books, and its video offerings into one single marketplace.

Apps for every gadget :

Apps soon turned out to became a part of all gadgets either from tablets to laptop. Few
apps turned to be out as bigger hit on bigger screens. In a very few days Apps started
reaching millions of downloads. For example : DrawSomething it is a Pictionary
inspiredgame that was downloaded and used by 1 million people in just nine days, it
was a milestone and the same numbers that took Facebook about nine months to
achieve. The app games we play in daily basis. Breaking the figures down, about 63%
of iOS revenue was generated through games like Candy Crush Saga, Temple Run 2,
and Angry Birds apps. Era came when apps went beyond mobile phones. With more
than 2 billion downloads in the four years, Angry Birds game the app has got its own
owner and even came out with movies. Snapchat, Vine, and Instagram started
downloaded more than Facebook. People started making millions of money through
Apps and also started buying other apps. Facebook bought Instagram for $1 Billion.
Apps started making money through ads and in-app purchases. Apps underwent a
dramatic change and development. Apps came out of pockets and reached our wrists.
There are many apps for controlling home systems, to control temperature, control the
lights, manage security etc. In today’s date Apps can do almost everything and can
make you do almost everything. There are many apps for eating, drinking, sitting,

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standing and almost everything you do. Apps have got so much advanced that it can
even sense, feel, and touch. Apps helping startups to grow bigger as the Tech startups
are the hottest in the startup space. In fact, tech entrepreneurs are the most influential
people in the world today. TechCrunch predicted by 2017, about 44 billion Apps will have
been downloaded and text messaging will be overtaken by app-to-person messaging.

Launch of App in market:

To launch any product it is really important to understand the 4P’s of marketing because
these are the foundations of any product to be placed in the market.

Product:
In marketing, a product is anything that can be offered to a business sector or market
that may fulfill a want or need. It can also be in a virtual form to serve the needs of the
consumer virtually. The YAPNAA mobile app is the product which is offered to the
customers in order to satisfy their requirements.

Price:
Price is the quantity of payment that is offered against the product which customers buy.
Sometimes in case of virtual products also the price has to be paid virtually. In this case
the YAPNAA mobile app is available in google play store free of cost.

Place:
The app might be a virtual product but still it has a market place to deal with. All this
types of apps deal with the virtual world and therefore it can be used anywhere in India
only if the user has a working smartphone with Android 4.0 and above.

Promotion:
The promotion of the app is basically done by two forms one can be in the form of
traditional marketing and the second one is through digital marketing. Traditional
marketing is done with the help of the interns that are hired. They visit different clients,

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better to say experts and explain the productivity of the app.

1.3 Development of the app

App development is closely related to product development. They share near about
same steps for development. It is really important to understand the problem which the
app is intended to solve but many people fail to do this. They are just in a rush to build
apps but they do not try to look back and identify the problem for which most of them
fail. Too many people start their companies but they don’t define who are their
customers is and therefore they intend to fail. Once all these are defined, as a group or
a company can really walk a long distance with the idea. YAPNAA follows a product
development strategy to make a meaningful product and which can really serve the
purpose of the users. If it fails to do so then it cannot be competent enough because
today customers are very selective and they have become very cautious in using this
type of products. They may download the product and if they find the product is not
productive they will simply uninstall it because they have spent not a single penny to
acquire that product.

Defining the goal: -

It is very important to define the objectives before developing the app. If the company
doesn’t focus on it then after a certain point of time it will lose its track. Parentlane
focused on goal and mission of the app in its initial stages.
Sketching the layouts: - The second step they followed is they started sketching their
ideas. These are like laying foundations to the project. Sketching the layouts of the app
gives a future reference to the interface.

Research: -
It is required to find out whether any other app is working on the same project. Design
layout of the app, technical requirements of the app and the methods to market and
encase the app is also required.

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Defining backend of the apps: -
The owners need to define the backend process of the app because when the team will
grow it will require self-explanatory referrals to make the work convenient.

Testing the prototype: -

Inviting some friends, families and other experts to review the app will help to build an
app with less number of flaws and dead-ends. This will help to increase user level of
satisfaction. At this point the app is given to a limited no. of users in developer mode.

Building backend of the app: -

In this step the development of the app starts. The developer sets up the APIs, servers,
databases and storage solutions. The developer initiates all signing in of the developer
accounts.
Designing app skins: -
Initially whatever sketching regarding the layouts have been done now will be
developed for the app. The skins should relate the goal of the app and the targeted
market.

Release: -
All companies have to think about the perfect release time of the app. Proper release
timing may fetch huge downloads to app. After all success or failure of the app depends
on the no o downloads it get.

1.4 Brand Awareness

Brand awareness refers to the extent to which customers are able to recall or
recognize a brand. Brand awareness is a key consideration in consumer behavior
advertising management, brand management and strategy development. The
consumer's ability to recognize or recall a brand is central to purchasing decision-
making. Purchasing cannot proceed unless a consumer is first aware of a product
category and a brand within that category. Awareness does not necessarily mean that
the consumer must be able to recall a specific brand name, but he or she must be able

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to recall sufficient distinguishing features for purchasing to proceed. For instance, if a
consumer asks her friend to buy her some gum in a "blue pack", the friend would be
expected to know which gum to buy, even though neither friend can recall the precise
brand name at the time.
Different types of brand awareness have been identified, namely brand recall and brand
recognition. Key researchers argue that these different types of awareness operate in
fundamentally different ways and that this has important implications for the purchase
decision process and for marketing communications. Brand awareness is closely
related to concepts such as the evoked set and consideration set which describe
specific aspects of the consumer's purchase decision. Consumers are believed to hold
between three and seven brands in their consideration set across a broad range of
product categories. Consumers will normally purchase one of the top three brands in
their consideration set.Brand awareness is a key indicator of a brand's competitive
market performance. Given the importance of brand awareness in consumer purchasing
decisions, marketers have developed a number of metrics designed to measure brand
awareness and other measures of brand health. These metrics are collectively known
as Awareness, Attitudes and Usage (AAU) metrics. To ensure a product or brand's
market success, awareness levels must be managed across the entire product life-cycle
- from product launch through to market decline. Many marketers regularly monitor
brand awareness levels, and if they fall below a predetermined threshold, the
advertising and promotional effort is intensified until awareness returns to the desired
level.

1.5 Types of Brand Awareness

Marketers typically identify two distinct types of brand awareness; namely brand
recall (also known as unaided recall or occasionally spontaneous recall) and brand
recognition (also known as aided brand recall).These types of awareness operate in
entirely different ways with important implications for marketing strategy and advertising.

Brand recall
Brand recall is also known as unaided recall or spontaneous recall and refers to the

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ability of the consumers to correctly elicit a brand name from memory when prompted
by a product category. Brand recall indicates a relatively strong link between a category
and a brand while brand recognition indicates a weaker link. When prompted by a
product category, most consumers can only recall a relatively small set of brands,
typically around 3-5 brand names. In consumer tests, few consumers can recall more
than seven brand names within a given category and for low-interest product categories
most consumers can only recall one or two brand names. Research suggests that the
number of brands that consumers can recall is affected by both individual and product
factors including; brand loyalty, awareness set size, situational, usage factors and
education level. For instance, consumers who are involved with a category, such as
heavy users or product enthusiasts, may be able to recall a slightly larger set of brand
names than those who are less involved.

Brand recognition
Brand recognition is also known as aided recall and refers to the ability of the
consumers to correctly differentiate the brand when they come into contact with it. This
does not necessarily require that the consumers identify the brand name. Instead, it
means that consumers can recognise the brand when presented with it at the point-of-
sale or after viewing its visual packaging. In contrast to brand recall, where few
consumers are able to spontaneously recall brand names within a given category, when
prompted with a brand name, a larger number of consumers are typically able to
recognise it.
Consumers will normally purchase one of the top three brands in their consideration set.
This is known as top-of-mind awareness. Consequently, one of the goals for most
marketing communications is to increase the probability that consumers will include the
brand in their consideration sets.By definition, top-of-mind awareness is "the first brand
that comes to mind when a customer is asked an unprompted question about a
category. When discussing top-of-mind awareness among larger groups of consumers
(as opposed to a single consumer) , it is more often defined as the "most remembered"
or "most recalled" brand name. A brand that enjoys top-of-mind awareness will generally
be considered as a genuine purchase option, provided that the consumer is favourably

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disposed to the brand name. Top-of-mind awareness is relevant when consumers make
a quick choice between competing brands in low-involvement categories or for impulse
type purchases.

Marketing implications of brand awareness

Clearly brand awareness is closely related to the concepts of the evoked set (defined as
the set of brands that a consumer can elicit from memory when contemplating a
purchase) and the consideration set (defined as the “small set of brands which a
consumer pays close attention to when making a purchase decision”). One of the
advertising's central roles is to create both brand awareness and brand image, in order
to increase the likelihood that a brand is included in the consumer's evoked set or
consideration set and regarded favourably.
Consumers do not learn about products and brands from advertising alone. When
making purchase decisions, consumers acquire information sources from a wide variety
of information sources in order to inform their decisions. After searching for information
about a category, consumers may become aware of a larger number of brands which
collectively are known as the awareness set. Thus, the awareness set is likely to
change as consumers acquire new information about brands or products. A review of
empirical studies in this area suggests that the consideration set is likely to be at least
three times larger than the evoked set. Awareness alone is not sufficient to trigger a
purchase , consumers also need to be favourably disposed to a brand before it will be
considered as a realistic purchase option.The process of moving consumers from brand
awareness and a positive brand attitude through to the actual sale is known as
conversion. While advertising is an excellent tool for creating awareness and brand
attitude, it usually requires support from other elements in the marketing program to
convert attitudes into actual sales .Other promotional activities, such as telemarketing,
are vastly superior to advertising in terms of generating sales. Accordingly, the
advertising message might attempt to drive consumers to direct sales call centers as
part of an integrated communications strategy. Many different techniques can be used
to convert interest into sales including special price offers, special promotional offers,
attractive trade-in terms or guarantees.

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1.6 Measuring Brand Awareness
Just as different types of brand awareness can be identified , there are a variety
of methods for measuring awareness. Typically, researchers use surveys, carried out on
a sample of consumers asking about their knowledge of the focus brand or category.
Two types of recall test are used to measure brand awareness:
▪ Unaided recall tests: where the respondent is presented with a product category and
asked to nominate as many brands as possible. Thus, the unaided recall test
provides the respondent with no clues or cues. Unaided recall tests are used to
test for brand recall.
▪ Aided recall test: where the respondent is prompted with a brand name and asked
whether they have seen it or heard about it. In some aided recall tests, the
respondent might also be asked to explain what they know about the brand e.g.
to describe package, colour , logo or other distinctive features. Aided recall tests
are used to test for brand recognition.
▪ Other brand-effects tests: In addition, to recall tests, brand research often employs a
battery of tests, such as brand association tests, brand attitude, brand image,
brand dominance, brand value, brand salience and other measures of brand
health. Although these tests do not explicitly measure brand awareness, they
provide general measures of brand health and often are used in conjunction with
brand recall tests.
To measure brand salience, for example, researchers place products on a shelf in a
supermarket, giving each brand equal shelf space. Consumers are shown photographs
of the shelf display and ask consumers to name the brands noticed. The speed at which
consumers nominate a given brand is an indicator of brand's visual salience. This type
of research can provide valuable insights into the effectiveness of packaging design and
brand logos. A number of commercial research firms (e.g. Interbrand, Millward-Brown,
Nielsen (Asia) monitor brand effects for key international brands and the topline survey
findings are widely published in business press, trade press and online. It is worth
noting that these commercially compiled lists are not popularity contests, but use clearly
articulated methodologies to compile lists based on consumer responses collected in
structured research. However, these listings use a variety of metrics, so the results are

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not directly comparable and it cannot be assumed that they measure brand awareness.
As with the interpretation of all research, it is important for readers to familiarise
themselves with the methodologies used in order to clarify what exactly is being
measured and how the data was collected.

1.7 Brand awareness Models

Brand awareness is a standard feature of a group of models known as hierarchy
of effects models. Hierarchical models are linear sequential models built on an
assumption that consumers move through a series of cognitive and affective stages,
beginning with brand awareness (or category awareness) and culminating in the
purchase decision. In these models, advertising and marketing communications operate
as an external stimulus and the purchase decision is a consumer response.
A number of hierarchical models can be found in the literature including DAGMAR and
AIDA. In a survey of more than 250 papers, Vakratsas and Ambler (1999) found little
empirical support for any of the hierarchies of effects.In spite of that, some authors have
argued that hierarchical models continue to dominate theory, especially in the area of
marketing communications and advertising.
The hierarchy of effects developed by Lavidge in the 1960s is one of the original
hierarchical models. It proposes that customers progress through a sequence of six
stages from brand awareness through to the purchase of a product.
Stage 1: Awareness - The consumer becomes aware of a category, product or brand
(usually through advertising)
↓
Stage 2: Knowledge - The consumer learns about the brand (e.g. sizes, colours,
prices, availability etc)
↓
Stage 3: Liking - The consumer develops a favourable/unfavourable disposition
towards the brand
↓
Stage 4: Preference - The consumer begins to rate one brand above other comparable
brands

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↓
Stage 5: Conviction - The consumer demonstrates a desire to purchase (via
inspection, sampling, trial)
↓
Stage 6: Purchase - The consumer acquires the product

1.8 YAPNAA
Yapnaa helps consumers to get in touch with their respective brands with higher
value household consumer brands for home service and repair of consumer durables.
Consumers would get a lot many benefits by installing it, few of the features are:
• receiving service by authorized trained service technicians of brands
• monitoring service history
• tracking warranty, renew AMC
• get reminders on service schedule.
• not storing hard copies and remember details
• receiving preventive care tips, technology upgrades, reviews and advisory information
User could now secure their branded consumer durables and will be taken care by
brand themselves. Yapnaa works with brands for service & repair of home appliances
through one app. Home service and repair of ZeroB water purifier is available and more
to join soon. Whatever it is from service repair of air conditioner, television, washing
machine, dishwashers, refrigerator or microwave oven or printer, Yapnaa will take care
of it going ahead. Yapnaa is currently running in Bangalore. ZeroB water purifier repair,
service and AMC renewal is available. Its support will be extended in another region
soon and across India.
Yapnaa offers simple and very interactive user interface platform for to get connected to
their authorized service personals and management of product brands. Users can
install, register their app in few steps before adding their products and high value
accessories. The Product addition is generally done by providing 2 sets of information
i.e. the mentioned serial number on product plate and the name of owner of the product.
Product addition takes 1-2 working days after product addition request is submitted.

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Once added, app is ready to connect with their brands through call, chat or by
submitting query. User can provide their feedbacks and can raise complaints to be
heard by people in authority. Applications helps the consumers feedbacks to the
particular product brands without any hurdles to the user.
Yapnaa features are being added progressively. User registration will helps the users to
get register all their products and helps to connect with authorized brands. On top of the
app screen banner is there which provides useful preventive and advisory tips for all
total care without any obstacles by unauthorized technicians. The most influensive part
of this app is that it helps in service history monitoring and warranty tracking of
individual products and takes away burden of maintaining records which becomes even
more problematic during coordination with service teams. This is the main feature that
helps consumers to maintain complete back up and coordination of records between
brands and product owner.
The steps for raising service request are very simple as 1 step process from “my
product” section. User has to provide all detail description of the issues he is facing if he
wants else Yapnaa will take care from the very time request is submitted. User has the
choice to chat for troubleshooting their products so as to faster repair of appliances.
Chat feature will be soon updated in subsequent version. Tracking warranty and Annual
maintenance contract (AMC) is not required to be remembered or to have a note down
by the user. Yapnaa will take care of it and notify users of when the action is needed. If
the user wishes to extend their product warranty or renew AMC, then it can be done
through the app’s “pay now” section. Renewal of Annual Maintenance contract and
servicing can be done through paying signed up amount required from the app. The
complete process of transaction will be transparent between the respective product
brand and consumers. Secured and transparent interaction between consumers and
brand products is desirable for higher confidence and a good relationship in the service
quality, spares and cost. If the spares are not from original manufacturers than it can
damage the performance and life of the product. Download the YAPNAA application
and get in touch with your product brands immediately to fulfill your needs of service
repair, AMC renewal and sharing experiences.
Yapnaa mobile app is the platform that’s been integrated with consumer brands that

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would help the consumer to register their products once and then can connect with
brands throughout product life cycle for any need, service and query. Brands on the
other hand can get to know about the unknown & known users so that to have a direct
connect with their users. Major benefits to consumers are that they are getting free of
hectic job of storing data and hard copies, remembering purchase, recalling warranty
details, tracking service schedule, memorizing key dates like warranty, AMC expiry.
Yapnaa most important goal is to provide smoothness connect and to deliver content for
better maintenance and more awareness about consumer durables care, technology
and services. Today brands are really facing critical challenge as of to keeping
consistent involvement with their users.They do not have any or much sufficient enough
information. They do not know well who their customers are. Thus, they have a lot of
pressure in delighting their customers, to keep them engaged, delivering satisfactory
services and targeting for AMC. Yapnaa really helps most of the brands to discover
unknown users and get in touch with them. It has really helped the brands to set the
asset for the brand to target for more engaging relations and to handle service requests
with more efficiency and effectively at a very lower cost, also helps to target for revenue
from warranty extensions, AMC till end of cycle and more on it increase brand loyalty.
Issue or getting spares is a major problem for any brand as it damages the image and
has to spend large revenue. Yapnaa provides genuine spares parts right at the
customer home and leaving no possibility of spares being bullied by anyone in the
chain. Yapnaa has a roadmap to deploy AI engine in their chat utility and also for more
efficient and effective troubleshooting before technician or the service person visit. This
really helps to reduce time ,cuts the cost of delivery due to no unnecessary hurdles by
technicians which often disturbs consumers. Yapnaa app provides SAAS based app
technology for service management by brands for more transparent service and
transaction as per the request assignment, routing/rerouting and monitoring of service
technicians in the field. Yapnaa branding, awareness and promotion campaign has
started from Feb 3,2017 in Bangalore. It is now in progress with 2 Brands. Campaign is
for now planned around 1:1 reach out meetings, social media, phone calls, through
sales channel of brands. About 1000 consumer likes secured so far. Movilo revenue
model is based on AMC, spares authentication. Revenue on service request handling

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and by service cost reduction will be done by agreement with brands in 2017.Company
main vision is to evolve a very proactive eco system so as to secure their products.

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 CHAPTER 2
INDUSTRY AND
COMPANY PROFILE

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INDUSTRY PROFILE

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 INDUSTRY PROFILE

IT Industry
IT industry in India generates almost 160 billion during 2016 compared to 146
billion in 2015 almost a 9.2 percent of growth in a year.IT sector in India has
approximately 9.5 percent in 2015 from 1.2 percent in 1998.Presently India is the
world’s largest sourcing destination for information technology industry with a 124-130
billion market and also employs about 10 million workforces.

IT industry in INDIA:
The information technology industry of India took its initial steps dates back in 1967
when the TATA group in collaboration with Burroughs set up very first software zone i.e.
SEEPZ in Mumbai. SEEPZ was the first software export zone that exported around 80%
of the software. The major and the main hubs for the IT export sector are Bengaluru,
Chennai, Hyderabad, Delhi, Mumbai and Kolkata. Bengaluru is known to be as the “The
Silicon Valley of India” owing to maximum IT export.

IT service
It is an operational model where the information technology service provider delivers
service to a business. The IT service provides both internal and external IT services to a
company. The information technology is basically delivered as managed service with a
brief IT services catalog and pricing associated with each of the catalog items. IT
service has a very competitive business model in which businesses have many options
for the IT services. The internal IT organization has a competition against those other
external options so that it can be selected as IT service provider to the business.

IT enabled services (ITES)

IT enabled services helps in improving organizations efficiency. It involves customized
business process re-engineering that defines that how it helps taking over a client’s
challenge and converting it into a profitable opportunity. This all takes place through

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many stages of structuring and infrastructure change so that to make sure that the
client’s process is running perfectly. ITES also takes all voice based – inbound and
outbound call center services as well as non-voice customer service and back office
requirements so as to make sure that the client’s work is handled with priority and their
problems are solved.

Growth of IT sector in India:

When Atal Bihari Vajpayee was the prime minister of India, he focused on the
development of IT as the top priority. He then formed an Indian National Task Force
than overtook the development of IT services in both large and small IT enterprises in
India. Within 3 months The National Task Force, provided detailed information on the
Indian IT and technological firms all important details and recommendations that would
help to improve the IT services in India. Government took very quick actions to
implement all the rules and regulation and recommendations provided by the National
Task Force. The results were very fruitful as very soon the IT exports were touching
more than 50 billion. Indian economy started improving steadily and was in the picture
globally. In 1999, The New Telecommunications Policy was introduced in India that
helped free the telecommunications sector. With the help of NTP it was easy for
telecommunication for the availability of the infrastructure. The telecommunication
sector was now much independent as satellites, towers and other telecom related
businesses were no longer owned by the Government. There was a free entry of private
firms sector and these altogether helped the telecom sector grow rapidly and gave a
boom to the IT sector. The key of growth of IT is completely dependent on the kind of
innovation and development of telecom industry introducing in the market.
Hence this sector is moving with a rapid and drastically changing the design of Indian
market. Apart from software development, software management, it also includes online
services and business process outsourcing i.e. BPO. India's IT industry is growing with
a rate of 12 - 14% currently as per the report by National Association of Software and
Services Companies (NASSCOM.) It proves that this sector is going to be in much
boom in coming years. The companies like Tata Consultancy Services (TCS), Wipro
Technologies, Cognizant, Yahoo!, Google, Tech Mahindra, Infosys Technologies, HP ,

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Accenture, L&T, EY, Convergys, HCL provides job opportunities in cities like Bengaluru,
Delhi, Noida, Gurgaon, Hyderabad, Chennai, Bombay and Cochin. These are the
places which have developed into a giant IT hubs of India. These are now the main and
important pillars which generate the most of the revenue and also contribute to the
growth of the Indian economy through many mediums like telecommunication, software
development, design, mobile commerce, e-commerce, BPO and knowledge process
outsourcing (KPO). IT industry is not only now up to software development but are in to
libraries, hospitals, banks, shops, prisons, hotels, airports, train stations and many other
places, withthe help of database management systems and it makes the works much
more faster and easier. Comparison to other sectors, IT sector is been growing rapidly
for the last decade and more, and as per the current situation it has the potential to
continue doing so.
Government Initiatives.

Some of the major initiatives taken by the government to promote IT and ITeS sector in
India are as follows:

 Mr Ravi Shankar Prasad, Union Minister of Law & Justice and Information
Technology, has launched a free Doordarshan DTH channel called DigiShala,
which will help people understand the use of unified payments interface (UPI),
USSD, aadhaar-enabled payments system, electronic wallets, debit and credit
cards, thereby promoting various modes of digital payments.
 Government of India is planning to develop five incubation centres for IoT start-
ups, as a part of Prime Minister Mr Narendra Modi's Digital India and Startup
India campaign, with at least two centres to be set up in rural areas to develop
solutions for smart agriculture.
 The Government of India has launched the Digital India program to provide
several government services to the people using IT and to integrate the
government departments and the people of India. The adoption of key
technologies across sectors spurred by the 'Digital India Initiative' could help
boost India's Gross Domestic Product (GDP) by US$ 550 billion to US$ 1 trillion
by 2025.

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Road Ahead

India is the topmost offshoring destination for IT companies across the world. Having
proven its capabilities in delivering both on-shore and off-shore services to global
clients, emerging technologies now offer an entire new gamut of opportunities for top IT
firms in India. Social, Mobility, Analytics and Cloud (SMAC) are collectively expected to
offer a US$ 1 trillion opportunity. Cloud represents the largest opportunity under SMAC,
increasing at a CAGR of approximately 30 per cent to around US$ 650-700 billion by
2020. The social media is the second most lucrative segment for IT firms, offering a
US$ 250 billion market opportunity by 2020. The Indian e-commerce segment is US$ 12
billion in size and is witnessing strong growth and thereby offers another attractive
avenue for IT companies to develop products and services to cater to the high growth
consumer segment.

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 COMPANY PROFILE

2.1 JJ BYTES PVT LTD

JJ BYTES is a new generation technology company that’s been initiated by a
team of experienced by IT professionals (IBM, HP, Infosys, Honeywell, Microsoft) in
Bangalore, India. Our professional team consists of engineers, programmers, project
managers, and technology consultants so as to provide pioneer business driven
solutions. Our services and products span all across different business verticals is latest
& evolving technologies. Our team is very much focused on creativity and innovating
along with the technical competency so as to deliver high quality, effective, efficient and
user-friendly solutions so that to meet our clients expectations, hopes and wishes. We
combine a deep domain skill and competencies, with different methodologies and the
experience of over vast pool of developers and to create winning solutions so as that to
deliver measurable business value. Our main focus is the engagement model that is
designed to leverage and is the best so that our customers are the ultimate beneficial.
We work with the intense care and with same diligence so as to make each of our
engagement a success, one at a time, small or large.

2.2 Products and Services

Services
Application Development
We believe in delivering the high-quality flexible applications that are robust, scalable,
reliable, and secure and at the same time, also very easy-to-use, wery easy-to-deploy,
and too simple-to-maintain and modular to further enhancements. Our application
development services helps to enable you to meet the emerging technology challenges
so as to help you out the throughout of the full life cycle of application development,
either from defining your requirements, documenting specifications, developing, testing,
to integrating software applications across a myriad of platforms it helps in
enhancement of technology and betterment of technology in today’s world.

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Application Services:
• Helps in application assessment
• Maintains custom application development
• Helps legacy application modernization
• Helps in Application migration
• Maintains the Enterprise application integration
• Maintains the Web/portal/content management systems development

Partners with us for all the clients Application Development requirements is to build
unique products, automated business processes so to enable speed and agility,
provides an unique content, so as to enhance your data analytics for next generation
business ideas / products and helps in creating a platform so that to interact with your
customers any time anywhere. Our Application Development services mostly serve all
these and help a lot in achieving many more purposes.

Product Development
With the fast-changing market scenario and a lot increased competitiveness,
businesses needs advanced software products to beat the competition, drive sales, and
try to obtains optimum ROI. Right and accurate software helps businesses to optimize
their business efficiency and effectiveness, also to attain a very strategic and strong
leadership position in marketplace, as it provides quality service to customers, and also
differentiate themselves a lot from competitors successfully. Our Product Development
offering mainly includes solutions, services and products completing the complete
product development lifecycle, from idea generation through architecture to build on and
production implementation across different business segments.

Product Development Services:

• It helps System Design and Architecture

• It manages to complete Product Development Life Cycle Management

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 • Helps Product Design and Integration
• Makes Business Process Automation
• Provides User Interface, Navigation and Design
• Helps in Production/Operations Support

Enterprise Mobility Solutions

We make sure the clients to get through their destinations of growth where success is
waiting for the client. We introduce clients to enterprise mobility services that allows
clients to operate their regular basis enterprise transactions through their mobile
devices. More and more companies are showing their interest to enhance their mobility
and to improve employee productivity and also to make their customer experience
better. Due to all this factor our experts evaluate the business needs, and understand
business process requirements and make a propose of solution leverage mobility to
client’s business which are adapted to the latest technologies and features.

Enterprise Mobility Services:

• Provides Custom Solutions

• Helps Technical Consulting
• Helps in Deployment Services
• Provides Product Support
• Provides Professional Services

IT Infrastructure Services
With the fast-growing evolution of new technologies, the demands and wants of IT are
also getting changed. Meeting this challenge requires many different and new
innovative ways to respond to the business needs, having greater flexibility, more faster
technology innovation, and providing clients a greater business value. Our main goal is
to provide infrastructure management services with having a strong domain capabilities
and a lot specialized skills spanning across the portfolio from the data center till system
integration which will helps clients businesses to convert their vision into reality and

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unleash the power of IT.Generally our consulting and managed services make sure to
deliver the resources and capabilities that are been required to assess, to design, to
build and to manage an agile and also to be flexible IT environment. We mainly focus on
an efficient and effective process where the goals are to deliver high uptime and have to
be hassle free management of remote infrastructure to the different companies.

IT Infrastructure Services:

• Provides Server Management

• Provides Network Management
• Helps in Supplier Management
• Provides Database Management
• Provides Application Management
• Helps in Automation and Customer Management

We don’t even think of providing solutions to the clients without recommending the
services that can suit their business. As because as much as the powerful as those
given solutions are, they really need gentle care and much feeding and pretty expert
oversight. We have our RIM services that helps to maximize performance, also helps in
enhancing the service levels and reduce time limit.

Cloud Services
Cloud computing is the very latest buzz word in the Internet-based computing world. It is
been designed to share the resources, the software and the information to be provided
services on demand. JJ Bytes cloud computing services are basically in line with our
main adaptive nature – so as to adopt and delivering the new technology and make
sure to continue to build core competence so to deliver the particular date and time to
solutions to the clients. We basically deliver cost-effective and much contemporary
solutions by using cloud computing in a much bigger platform. We make sure that the
leverage and the latest delivery model to provide the dynamic scalable solutions. We

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have build on the strengths of internet, that are highly-available, more resilient, has
more latency proof infrastructure/environment so as to deliver. Much of our hosted
solutions offers a clear, and transparent pricing without any large investment.

Consulting Services:

• Helps in IT Service Management

• Provides IT Governance
• Helps in Market Research
• Helps in IT Transformation
• Provides Enterprise Architecture Consulting
• Helps in IT Asset Management

Our main value proposition is basically based on a very much of business knowledge,
has a deep hands-on technology skills and with much focused approach through the
uses of in-house methodologies, much frameworks and with better tools. We also make
sure that collaborate with our customers so as to define, design and execute much
smarter, effective IT strategies and better processes. We do it by taking influensive
approaches with more business technology and environment, along with a very much
focused objective assessment of customer goals.

BPO Services
JJ Bytes BPO is a one-stop-solution is for all your business needs across call center,
business process and knowledge process essentials as it helps the clients as much
possible as they can and make sure the client is much satisfied with the solution
provided to him/her. Outsourcing your requirement and query makes clients more
focused on their business as they worry less, while we take care of the entire problem
and provide the customer service of your business. We at JJ Bytes help the client’s
business to get an increasing revenue with much greater cost reduction. We always
provides you with an much better customer satisfaction.

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Call Center Services:

• It inbounds Call Services

• It outbounds Call Services
• Provides BPO Services
• Provides telemarketing Services
• Helps in Technical Support Services
• Supports KPO Services

With the help of our expert team along with their evolving new ideas and technologies,
we really fight hard and try best for enhancing the quality of service we provide to the
clients. We mainly make use of highly technical standards of quality procedures so as to
achieve the clients problems and to sort out it. And it leads us to have an a lot number
of satisfied clients across the country. Our true Belief is to help and deliver our full
strength of outsourcing services so to the benefit of our clients as much as we can and
enable their business grow rapidly.

PRODUCT:
FIN-COOP
It is a financial product developed and designed so as to addresses the needs of Credit
Co-operative societies, financiers, housing co-operative society, micro-finance
companies etc. The product is very much used by various customers

across the India and in other countries. The main component structure and enterprise is
class capabilities that help NBFC sector to enhance the agility and efficiency and
effectiveness of their operations significantly and perfectly as well as improved a lot
customer experience.

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Highlights

• Helps in financial Accounting

• Helps in MIS Reporting
• Provides New Scheme Designer
• Has agent Collection System.
• Sends SMS for A/c Opening and all Transactions
• Provides Interest/Dividend Calculations

Benefits

• Helps in compliance to RBI, CIBIL & CRISIL

• Helps in auto-Payment in saving
• Helps in base commission calculation
• Has a Mobility Integration
• Helps in MLM reconciliation
• Helps in end-to-end reporting dashboard
• Help in securing and compliant to industry standards

Features

• Helps in providing loans and Recovery

• Helps in legacy application modernization
• Helps in Members, Shares and Dividend
• Helps in Monthly Recurring
• Helps in Saving A/c
• Helps in daily Deposit A/c
• It helps in insurance and Sp. Schemes

DocKart
It is basically developed to satisfy the needs of various businesses and corporates so as
to manage their documents, files, artifacts and commercial know-how and also to

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manage it systematically. Methods and algorithms are particularly defined in this product
so as to capture, managing, store, preserve, and retrieve content data and information
that are on document or electronic devices & relating so as to key organizational
processes. It also enables an enterprises to efficiently and effectively manage
documents with the help of conversion of large volumes of paper documents into an
electronic images for instant retrieval. It is truly a very cost-effective, reliable, easy-to-
use, business efficient, secured and a SAAS enabled product.
Highlights

• Helps in controlling Risk

• Helps in knowledge Management
• Has a very streamline Processes
• Has Cost Control & Productivity
• Has a paper based to E-Doc management
• Very easy to customize - Fit for purpose.

Benefits

• Helps to protect vital business documents & records

• Helps in compliant to Policies & Regulation
• Helps in capture, retain and re-use content
• Has a collaborate & Leverage existing investments
• Has a spontaneous turn-around time for incidents
• It enables productivity and cost savings

Features

• Has centralized repository for all documents

• It is easy to use web based application
• Has a very easy search option based on 'Meta-tags'
• Sets security settings at group/folder level
• Helps in reporting dashboard for monitoring

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VISA card solutions
The card solution is very uniquely designed so as to enable credit co-operative societies
so to play a very important and major-role in financial inclusion. It provides an excellent
banking experience to those who people who are actually looking for personalized
services and greater percentage of returns. About 10crore people are participating in
savings and getting involved in programs of number of societies across the country. Our
solution helps to enables this population which is nearby to 10% of entire population so
that to use their funds in national payment network on lac of ATM's and execute online
transactions.

Highlights

• It enables country wide ATM access

• It enables POS payments
• It enables online payments
• It is Secure, Safe, Reliable system
• It has integrated with all national and private banking switches

Benefits

• Helps to use money Anytime, Anywhere, by any means

• Has a Co-branded by VISA
• Helps in card design of your choice for CCS
• It Secures authorization of each transaction
• Helps in card management system, certification and implementation

Features

• It is a secured interface with credit society

• It has a card load by SMS request
• Has an integrated solution with CCS

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 • Has a Zero CAPEX to the society
• It is ready-to-use complete business infrastructure

SAFETOT
It is a device that is used for infant protection system in hospitals in world-wide and has
an easily attachable bracelet with automated enrolment system which assures the new
mother about the safety of her new born baby. It helps to extracts and provides all
current and historical location of the infant, patients, nurse.

Highlights

• It enables safety of children

• It has automatic mother/infant matching.
• It provides full supervision on where about of child
• It gives SMS alert on security violation.
• It has Unique Identification used for each tag

Features
• Its Easy to attach on-arm band.
• It is Baby friendly, weighing in at 1/3 ounce.
• It is Anti allergic Replaceable Strap.
• It has Geo Fencing Capability.
• It has a very user friendly touch screen monitor.

Benefits

• Anti tampers mechanism

• Automatic enrollments
• Indication of presence and main functioning
• Baby sense features
• Sensitive Sensor

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2.3 Organisation Structure

MELIND DESHPANDE – BUSINESS AND STRAGEY LEADER

More than two decades of experienced driving Business & Information Technology
leaderships quality like - Strategy Development or Consulting, Delivery Management,
Change Managementt, Portfolio or Program Management and Talent Development
qualities. Very much experienced to work in a global collaborative, matrix environment.
He is seasoned leader with a lot of experience holding and exposure to global and
emerging regions services models and having an experience with large multi functional,
multi site teams and govt. bodies as a Director, an Advisor, a Consultant and driving
multi million projects. Experienced in rapid growing technology teams from few people
to a few hundreds. Personal ability is to persistently chase results and to achieve it,
having a continuously learn from experience and improvise.

KAPIL MEHTA - FOUNDER

Mr. Kapil drives the company's mission and vision also manages customer and partner
relations. Kapil completed his Masters in Computer Science and Engg. from AIUM&T,
California in 2001 and worked for 12 years at IBM, HP, Honeywell for 12 years. He had
a wonderful and great learning experiences time there with defining, building,
implementing various IT processes, IT Services, building off-shore teams, he further on
lived in US and Europe for many of the assignments and played a very vital role in
different leadership roles. But his entrepreneurial itch was too hard to resist and thereby
he decided to quit his job by December,2013 and started start JJ Bytes Pvt. Ltd. When
he is not engaged in talking to customers, engineers and working on laptop. He loves
reading, swimming, and hanging out friends and also enjoys photography and maintains
his own photo blog.

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JITESH JAIN - CO FOUNDER
As the head of the technical department of the company, Jitesh jain enables Information
Technolgy services for JJ Bytes so that for a quick and great experience for our
customers and partners too. Jitesh has completed his Bachelors in Engineering and has
worked at Tesco and Infosys Ltd. Also exploring various aspects of Information and
Technology in the company. He has a great experience in handling out shore teams and
working very effectively with Clients and partners in UK. The eagerness and thirst to
achieve and learn more in life moved him to be one of the major pillars of JJ Bytes. His
hobbies apart from being a foodie is that he loves to spend time in gym and travel. He
has a great passion for acting, directing and scripts writing. Jitesh jain has scripted and
acted in quite a few short films, also plays and ad competitions makes him a part of
many different short-film and drama clubs.

2.4 Mission and Vision

Mission
The mission of the company is to provide best customer satisfaction with excellent
quality service. The company deals with the issues and problems of their clients and
customers and gives them the best solution so that the problem could be solved as
soon as possible also with best results. Company has a very result oriented approach
with a mindset of providing excellent service to their customers and clients.

Vision
Company believes that all customers and clients are equal to them thereby they work
with same passion and effort to make every engagement a success with perfection, but
one at a time, small or large. Company always tries to deliver high quality, effective,
efficient and user-friendly solution that should meet the client’s expectations.

2.5 Objectives :
Company aims at to provide best solutions to their customers and clients. The
main objective and goal of the company is to give their clients and customer best

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service and satisfaction to their problems. The company goals at solving problems no
matters if it big ones, small ones, sticky ones or the complex ones. They always try to
make solutions simple and easy for the customers. Company believes that they solve
the problems of the clients and customers before the problem turn out to be problem.
Company main goal is to innovate, integrate and collaborate.

Main objectives of the company are:

• To provide best solutions to the customers and clients.
• To make every engagement a success with perfection, no matters whether it is small
or big.
• Always try to make solutions simple and easy for the customers and clients.
• To build a long term good relationship with the customers.
• To make sure that customers and clients are completely satisfied with the solution.
• Solving out the problems of the clients and customers before the problems really
turning out to be as problems.

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 CHAPTER 3
RESEARCH
METHODOLOGY

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 CHAPTER : 3
RESEARCH METHODOLOGY

3.1 Literature Review

While studying the business world one can come to know that most of the
business’s objective is to enhance their sales as well as their profits. For this purpose
organizations try to encourage people towards its products and services for purchase
and customer lifetime value means steam of purchases over the life time period. Brand
awareness passes on that how to aware current and potential customers towards your
product and service (Gustafson & Chabot, 2007).
Brand awareness is the probability that, consumers are familiar about the availability
and accessibility of a company’s product and service. If an organization has a
successful brand awareness it means that the products and services of the organization
have a good repute in the market and simply acceptable (Gustafson & Chabot, 2007).
The awareness of the brand plays a significant role while purchasing a product or
service and may have control on perceived risk evaluation of consumers and their level
of assurance about the buying decision due to awareness with the brand and its
uniqueness. There must be a consideration of brand while making a decision to
purchase a product or service, if there is nothing to be considered the probability is that
there is nothing to be chosen (Baker W, J, & Nedungadi, 1986). Brand awareness
creates a great association in memory about a particular brand (Stokes, 1985). Creating
a strong brand image in the consumer’s mind depends on create an optimistic brand
assessment, reachable brand approach, and a reliable brand representation (Farquhar,
1989). The importance of brand awareness in the mind of the customers can be
evaluate at various stages e.g. recognition, recall, top of mind, brand dominance (they
only call that particular brand), brand knowledge (what brand means to you) (Aaker D. ,
1996). Brand awareness is very important because if there will be no brand awareness
no communication and no transaction will be occur (Percy, 1987). Some of the
consumers can make rule to purchase only those brand which are famous in the market
(Keller, 1993).

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The customers can become the loyal to the brand due to its uniqueness, its taste, feel
easy by using that particular brand and they also have enough knowledge about that
brand and feel confident while make a purchase or may be due to price factor etc. brand
loyalty is very important for the organization to meet its objective so the organization try
to make its customers happy and also resolve the problems if they feel related to their
particular product and service. The brand loyalty can be defined as; the degree of
closeness of client to a specific brand, expressed by their replicate purchase regardless
of marketing stress creates by the rival brands. It is the basic objective of the
organization which they set about their product and services. It is the preference of the
consumers to make a purchase of a particular brand due to its attributes, image, quality,
features and price, and they normally committed to purchase and refer to other people,
Due to brand loyalty their occasional purchase becomes normal by increasing
frequency of purchase. Brand loyalty is very important for the organization to enhance
their sales volume, to get premium price, to retain their customers rather than seek.
There is a significant difference between replicate purchase and brand loyalty because
replication purchase is buying of brand frequently and loyalty is the result going on by
actions (Bloemer, 1995). Brand loyalty occur when client have significant relation
towards the brand expressed by replicate purchase. Such loyalty will be beneficial for
the firm because ultimately clients will be agreed to purchase at premium and may also
be involved in introducing new client to the firm (Reichheld, 1990).The customers who
are brand loyal do not evaluate the brand, they just make a purchase confidently on the
basis of their experiences (Sidek, Yee, & yahyah, 2008).
There are two types of loyal customers. The behavioral and the emotional, the
behavioral customers will become loyal with brand but not emotional however the
emotional customers will also be emotional with the particular brand in which they
interested (Jones et all, 1995-90). Some organizations make the customers loyal
forcedly due to their monopoly even they do not want to become loyal and some
organization make customer loyal by having low price and the other brand conscious
organizations make a lot of effort for customer’s satisfaction and to establish brand and
they do not have high loyalty (Gronholdt et all, 2000). Purchase intention of the
customers depends on the brand awareness and brand loyalty of a particular brand: An

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intention to make a purchase of a specific product or service in upcoming. Purchase
intention of the customers consists on problem identification, information search,
evaluating the alternatives, make a purchase, postpurchase behavior (Engel et all ,. J.,
1995). International Journal of Business and Social Science Vol. 4 No. 5; May 2013 169
Some time consumers purchase the product in store that is more attractive and make a
decision at the spot. The intention of the consumer buying may be impulse buying or
partially pre-planned and can be fully pre- planned. In impulse buying behavior the
consumers take instant decision and make a purchase of the product that is more
attractive to him, in partially pre-planned the consumer choose the product type and
pattern but choose the brand at the store and in fully pre-planned the customer already
choose the product and brand that he is going to purchase (Engel et all ,. J., 1995).
Consumer’s feelings and impulsive situation may affect their purchase intention.
Consumer’s feelings consist on personal liking and impulsive situation express that
consumer’s purchase intention differ due to variation in a situation e.g. prices increase
more than the customers’ expectations (Kotler, 2003).Brand awareness increase the
brand loyalty, consumer’s confidence as well as consumer’s purchases intention (Aaker
,. D., 1990)

3.2 Statement of problem:

The aim of the study is to connect the brands to their customers directly in one
platform. But due to lack of knowledge of about service app among customers it was
really difficult to make them understand how it works on. Apart from this the YAPNAA
app is only supported in android users not in IOS users. So, the IOS users were very
disappointed with this point and strongly disagreed to suggest or recommend this app to
their friends or relatives.

3.3 Objectives of the study:

• The main objective of the study was to connect the customers to the brands directly
through YAPNAA app.
• To know the perspective of the customer regarding the service app.

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• To understand the effectiveness of YAPNAA app among the customers.
• Problems faced by the customers that to be sorted out through YAPNAA app.

3.4 Scope of the study:

The study includes to create awareness among customers about YAPNAA app
i.e. a single tap support system for all home appliances. The company have come up
with a great innovative idea as because customers do get a lot of problem while getting
their product repaired or for servicing. Since YAPNAA helps them to get all their problem
solved even this app helps them to record their data, bills, warranty dates everything.
Therefore, the customer are actually get free of keeping all this records or bills safely.
There are many more service apps but YAPNAA is much different from them as they
provide all the home appliances brands under a single roof that’s makes customers to
get their all work done at a time.

3.5 Tools for data collection:

The methodology utilized as a part of this examination is review technique. It
includes gathering of information from both essential and optional sources. The
essential information is gathered through a study in which surveys are coursed among
the current clients. The information so gathered is subjected to examination utilizing the
vital devices that are significant. Deductions will be drawn joining both the quantitative
and subjective information that will be available to me. In view of the inductions,
conclusions will be drawn and suggestions will be made to improve the review. In this
review, survey will be utilized as a medium of information accumulation and meeting
calendar will be utilized for information gathering. Tables, diagrams, outlines will be
utilized for the investigation of information. The data relevant to the study will be
collected through both primary and secondary sources.

Primary Data:
The primary data was gathered by administrating survey method guided by
questionnaire to get the required information from the customers to get to know about
the brand awareness of YAPNAA app among ZERO B WATER PURIFIER.

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Data collected through a survey on customers predominantly based out of Bangalore.
Data collected was through questionnaire and personal interviews and schedules.

Secondary Data:
Secondary data is been collected from company’s website, articles, journals, internet,
and library.

Data analysis:
The data collected will be classified and put in tabular columns for interpreting the
results with the help of graphs.

3.6 Limitations of the study:

• The duration of the study is limited.
• The study is restricted to Bangalore.
• It is assumed that the customers basic knowledge on using of mobile apps.
• The study is concentrated on users of Zero B water purifier Products.

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 CHAPTER 4
DATA ANALYSIS

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 CHAPTER : 4
DATA ANALYSIS AND INTERPRETATION:

4.01 Gender

OPTIONS NO. OF RESPONDENTS

MALE 69
FEMALE 52

When the data was collected it was seen that 57% were male respondents and 43%
were female respondents. It shows that male respondents use the app more than
female respondents.

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4.02 Age

OPTIONS NO. OF RESPONDENTS

20-30 13
31-40 56
41-50 45
51 and above 07

Above question was to focus on the different age group of people using the apps and it
was found that around 10.7% of customers belongs to 20-30 age groups. There were
around 46.3% customers who shown interest in app and were in the age groups of 31-
40. And around 37.2% people who showed interest in the app were in the age groups of
41-50. The least interested people were above the age of 50, these customers still
believes that app are not much reliable and secured.

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4.03 Educational Qualification

OPTIONS NO. OF RESPONDENTS

10TH 01
12TH 08
GRADUATE 77
POST GRADUATE 31
OTHERS 04

The above question was to focus on the different educational qualifications of the
customers in order to analyze how it affects the app usage. It was found that nearly
64% of people who were graduates were using the app. Where as people who have
completed 10th and 12th don’t use the app as much as graduates.

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4.04 Occupation

OPTIONS NO. OF RESPONDENTS

BUSINESS 26
EMPLOYEE 53
STUDENT 11
HOUSEWIFE 26
OTHERS 05

The above question was to focus on the different occupations which would affect the
app usage and it was found that employees were found to be using the app more than
anyone else. 44% of employees were familiar with the app and 22% of housewife’s
were using the app. Where as the other segments were not quiet familiar with the app.

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4.05 I have never heard of the app before.

OPTIONS NO. OF RESPONDENTS

STRONGLY AGREE 11
AGREE 43
NEUTRAL 56
DISAGREE 11
STRONGLY DISAGREE 00

This question was targeted at the respondents in order to know whether the
customers have come across the app earlier. And it was found that 46% of the
customers showed neutral responses about the app and 36% of customers dint
know about the app at all.

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4.06 How did you get to know about the app?

OPTIONS NO. OF RESPONDENTS

ADVERTISEMENTS 40
TELEPHONE CALL 26
EMAIL OR MESSAGE 10
SALES EXECUTIVE 22
OTHERS 23

This was directed to know whether which marketing techniques would work out
well for the company in order to reach out to the customers. And it was evident
that 33% of the customers came to know about the app through advertisements
across various channels. While other techniques like telecalling and sales
executive stood out next as the best marketing technique to reach out to
customers.

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4.07 I have heard about the app, but never used it.

OPTIONS NO. OF RESPONDENTS

STRONGLY AGREE 08
AGREE 30
NEUTRAL 49
DISAGREE 30
STRONGLY DISAGREE 04

It was very important to know whether the customers are using the app after the
download or whether the customers are downloading the app after the demo of the app.
And it was shown that 41% of the customers gave neutral responses. While the rest
25% of the customers agreed that they were downloading the app after coming to
known its importance.

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4.08 Which of the following attributes do you associate with the app?

OPTIONS NO. OF RESPONDENTS

EASY TO USE 61
ESSENTIAL 58
UNIQUE 40
DEPENDABLE 46

This question was aimed to know how the customer feels about the app. And it also
shows what makes the app to stand out. It showed that 51% of the customers felt that
the app was easy to use. And 48% of people felt it was essential. These were some of
the attributes that the app was identified for.

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4.09 I find it very easy to recognize the app.

OPTIONS NO. OF RESPONDENTS

STRONGLY AGREE 44
AGREE 68
NEUTRAL 08
DISAGREE 01
STRONGLY DISAGREE 00

This question was asked to know whether the customers know about the brand and
whether they recognize the brand. It was evident that more than 90% of the customers
recognize the app easily.

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4.10 What feature of the app makes it recognisable.

OPTIONS NO. OF RESPONDENTS

RAISING AMC REQUEST 23
RAISING SERVICE REQUEST 25
RAISING REPAIR REQUEST 08
DIGILOCKER 02
ALL OF THE ABOVE 63

This question was intended to ask the customers to who which feature of the app
they liked the most. And more than 52% of the customers liked all the available
features while 21% of them liked raising service request feature and 19% liked
the AMC request feature.

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4.11 Does service quality affect the brand image of the app.

OPTIONS NO. OF RESPONDENTS

STRONGLY AGREE 19
AGREE 58
NEUTRAL 19
DISAGREE 23
STRONGLY DISAGREE 02

The purpose of this question was to see whether the service quality of ZeroB
would affect the brand awareness of the app and it was seen that more than 60%
of the respondents felt that it would affect the brand image of the app. So its
important to improve the service quality of the respected brand and products.

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4.12 I face many difficulties while using the app.

OPTIONS NO. OF RESPONDENTS

STRONGLY AGREE 00
AGREE O2
NEUTRAL 18
DISAGREE 85
STRONGLY DISAGREE 16

This question was posed in order to know the difficulties faced by customers
while using the app. It was clear that majority of the customers where finding it
easy to use the app. They had a smooth experience with the app.

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4.13 Overall experience of using the app.

OPTIONS NO. OF RESPONDENTS

VERY GOOD 31
GOOD 79
AVERAGE 11
POOR 00
VERY POOR 00

This question was the main aim of our project , that is how the customers are
feeling about the experience of using the app and it was found that around 90%
of the customers were satisfied with the overall experience of the app.

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4.14 I suggest to make the app available on IOS platform.

OPTIONS NO. OF RESPONDENTS

STRONGLY AGREE 49
AGREE 58
NEUTRAL 11
DISAGREE 03
STRONGLY DISAGREE 00

Initially the company launched the app only on android platform so this question
was posed to customers to see and assess whether the app should be launched
on IOS platform alos and it was evident that almost 90% of the respondents felt
that the app should be available on IOS platform also.

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4.15 App should have more brands and products in their basket.

OPTIONS NO. OF RESPONDENTS

STRONGLY AGREE 39
AGREE 65
NEUTRAL 14
DISAGREE 03
STRONGLY DISAGREE 00

This question was meant to know whether the customers wanted to use this
particular app for other brands products or not and we were glad to know that
customers preferred our app and wanted to add more brands and products to
their basket as more than 90% of them agreed to this question

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4.16 App should have chat box option.

OPTIONS NO. OF RESPONDENTS

STRONGLY AGREE 38
AGREE 55
NEUTRAL 21
DISAGREE 07
STRONGLY DISAGREE 00

This particular question was posed to customers to know whether they would like
the idea of adding a chat box option in the app. So that customers can directly
write in their grievances to the company people and more than 75% of people
liked the idea of using a chat box option so that they could reach out to the
company if there is any kind of problems or issues.

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CHAPTER 5
FINDINGS

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 CHAPTER 5
FINDINGS

After conducting the survey which consisted of 121 respondents it was found that the
app had a good brand image in the market and the company’s various marketing
techniques were working well as most of the respondents knew about the app before
only. Hence the brand awareness of the app is good. It was also found that most of the
customers showed disinterest in the app if the service quality of zeroB water purifier
was bad. Hence it showed that the brand trust of the app was solely dependent on the
service quality provided by the zeroB water purifiers.
Some of the other key observations are listed below:
• From the study, it has found that YAPNAA app was appreciated by the
consumers of android users. It was also found that very less number of
customers do know about the service apps. Also, if people knows about the
service app they don’t much rely or use it. The study was to find out whether
customers are really interested for the app and the result was yes, they really
accepted it as a very useful and helpful app for them. From the research, we got
to know about the problems faced by the customers for their branded products in
order to get it repaired or serviced. It was found that customers do need few
improvisations in the app like to introduce chat box option. The company is very
quickly and effectively looking after the customer’s problems and queries.
Customers are impatient and want their things to be done as soon as possible
therefore the company is facing a lot challenges to engage their customers. As
YAPNAA is an android supportive app therefore IOS users were really very
disappointed with this point.
• When the data was collected it was seen that 57% were male respondents and
43% were female respondents. It shows that male respondents use the app more
than female respondents.
• After analyzing the different age group of people using the apps it was found that
around 10.7% of customers belongs to 20-30 age groups. There were around
46.3% customers who shown interest in app and were in the age groups of 31-

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 40. And around 37.2% people who showed interest in the app were in the age
groups of 41-50. The least interested people were above the age of 50, these
customers still believes that app are not much reliable and secured.
• It was found that nearly 64% of people who were graduates were using the app.
Where as people who have completed 10th and 12th don’t use the app as much
as graduates.
• Depending on the different occupations which would affect the app usage, it was
found that employees were found to be using the app more than anyone else.
44% of employees were familiar with the app and 22% of housewife’s were using
the app. Where as the other segments were not quiet familiar with the app.
• Which marketing techniques would work out well for the company in order to
reach out to the customers. And it was evident that 33% of the customers came
to know about the app through advertisements across various channels. While
other techniques like telecalling and sales executive stood out next as the best
marketing technique to reach out to customers.
• It was very important to know whether the customers are using the app after the
download or whether the customers are downloading the app after the demo of
the app. And it was shown that 41% of the customers gave neutral responses.
While the rest 25% of the customers agreed that they were downloading the app
after coming to known its importance.
• To know how the customer feels about the app. It showed that 51% of the
customers felt that the app was easy to use. And 48% of people felt it was
essential. These were some of the attributes that the app was identified for.
• Does the customers know about the brand and whether they recognize the
brand. It was evident that more than 90% of the customers recognize the app
easily.
• Features of the app that the customers liked the most. And was found that more
than 52% of the customers liked all the available features while 21% of them
liked raising service request feature and 19% liked the AMC request feature.
• The purpose of this project was to see whether the service quality of ZeroB
would affect the brand awareness of the app and it was seen that more than 60%

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 of the respondents felt that it would affect the brand image of the app. So its
important to improve the service quality of the respected brand and products
• To know the difficulties faced by customers while using the app. It was clear that
majority of the customers where finding it easy to use the app. They had a
smooth experience with the app.
• Certain improvisations was posed to customers to know whether they would like
the idea of adding a chat box option in the app. So that customers can directly
write in their grievances to the company people and more than 75% of people
liked the idea of using a chat box option so that they could reach out to the
company if there is any kind of problems or issues.

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 CHAPTER 6
RECOMMENDATION
AND CONCLUSION

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 CHAPTER 6
RECOMMENDATIONS AND CONCLUSION

Recommendations

• Company should introduce chat box option for much convenience of the
customers.
• Customers are very impatient as they want their things to be get done as soon
as possible, so there should be a quick response team to address all the
complaints of the customers.
• The company should come up with the IOS support system as soon as possible
as the IOS users are not much happy with this point.
• Ease of payment option should be introduced for fast completion of transaction.
• A better service department is required to address all the complaints for
physical damage of the products like spares, candles etc.

Conclusion

It was a great learning experience to work with JJ BYTES as I got to learn that how a
company actually works and deals with so many clients at a time. It made me learned
that how to engage customers through meeting and calls. It was really a great
experience and helped me to know very closely the mind set of consumers and their
demands and needs over any products. It made me learned that how consumers look
up to anything i.e. either in terms of trends or wants or needs for any product. I really
found that YAPNAA app is very helpful and efficient for the consumers as they too liked
it and looked towards it as a very convenient and time saving app. This app not only
saves your time but make customer free from keeping any kind of record or data.

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Customers really found this app as a very innovative and effective app. As the
customers enjoys all the benefits and gets service of all their home appliances under
one roof. Most of the consumers were pissed off as their complaint was that service
centers or the service person doesn’t respond to them. Also, they don’t even come on
time for servicing and if they come then as per their convenient time and date. So it was
one of the prior reasons of why they were actually was looking forward to this service
app. As it was very easy to use and people got registered very soon after I explained
them about this app.
Working with JJ BYTES was a very learning experience as I got to understand the
problems faced by the customers and what kind of solutions they really look up to. It is a
very huge responsibility of the company that they provide after sales service as I found
that many brands has a large number of customers but most of their complaint was
regarding the poor after sales service provided by the respective brands. It is great loss
to the brands as not only they are losing out their customers but also they building a
very bad image in the marketplace. By looking into this scenario ZERO B WATER
PURIFIER came along with JJ BYTES and it was the best platform for the company to
launch their service app YAPNAA that helped ZERO B to get in touch with their
customers directly and to handle their problem personally. I really found that app is also
a kind of product that needs a proper branding, promotion and proper awareness
among the customers so as grow in a better way. Yapnaa is completely a home
appliances service app that helps customers to get their servicing done as per their
convenient day and time.

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 BIBLIOGRAPHY

 Websites
 http://www.academia.edu/247467/Brand_awareness_and_its_imp
act_on_sales_OF_GM_MOTORS_PROJECT_REPORT_MBA_MA
RKETING
 http://www.studymode.com/subjects/complete-mba-project-on-
brand-awareness-and-brand-perception-of-cement-industry-
page1.html
 http://www.divaportal.org/smash/get/diva2:229947/FULLTEXT01.
pdf
 https://tororaligu.files.wordpress.com/2015/06/project-report-on-
brand-awareness-pdf.pdf
 http://yapnaa.com/

 Reasearch papers
 An Analysis Study of Improving Brand Awareness and Its Impact on Consumer
Behavior Via Media in North Cyprus (A Case Study of Fast Food Restaurants)
Asaad Ali Karam PhD Student Faculty of Business and Economics Girne American
University Cyprus Serdar Saydam Ph.D., Assoc. Prof. Faculty of Business and
Economics Girne American University
International Journal of Business and Social Science Vol. 6, No. 1; January 2015

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 ANNEXURE

QUESTIONNAIRE

Dear Sir/Madam,
I am a student of Dayananda Sagar University doing a study on “Brand awareness and
effect of brand trust on overall customer satisfaction of YAPNAA app” as a part of my
internship; information gathered by survey will be kept confidential. I request you to
kindly spare some valuable time to fill the questionnaire.
Thanking you

1. Gender
Male Female
2. Age
20-30 31-40
41-50 50 and above
3. Educational qualifications
10th 12th
Graduate Post graduate Others
4. Occupation
Business Employee
Student Housewife Others
5. How did you get to know about the app?
Advertisements Telecalling
Email/message Sales executive Others

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 Kindly provide your feedback for below mentioned statements regarding the topic by
using this scale. Put () against appropriate response

QUESTIONS STRONLY AGREE NEUTRAL DISAGREE STRONGLY

AGREE DISAGREE
6.I find it very easy to
recognise the app.
7.I have never heard of
the app before.
8. I have heard of the app
but never used it.
9. Does service quality
affect the brand image of
the app.
10. I face many difficulties
while using the app.
11. I suggest to make the
app available on IOS
platform.
12. App should have more
brands and products in
their basket.
13. App should have chat
box option.

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14. Which of the following attributes do you associate with the app?
Easy to use Essential
Unique Dependable
15. What feature of the app makes it recognizable?
AMC request Service request
Repair request Digilocker Others
16. Overall experience of using the app?
Very good Good
Neutral Poor Very poor

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