MEASURE OF CONSUMER BEHAVIOR OF QUICK HEAL ANTIVIRUS AMONG PEOPLE IN MYSORE CITY, Study Guides, Projects, Research of Marketing Management

Download MEASURE OF CONSUMER BEHAVIOR OF QUICK HEAL ANTIVIRUS AMONG PEOPLE IN MYSORE CITY and more Study Guides, Projects, Research Marketing Management in PDF only on Docsity!

MEASURE OF CONSUMER BEHAVIOR OF QUICK HEAL

ANTIVIRUS AMONG PEOPLE IN MYSORE CITY

Presented By:

Syed Rehan Jabbar

INTRODUCTION

• (^) Quick Heal Technologies pvt Ltd is an IT security solution provider

headquartered in Pune, India

• (^) The company was formerly known a CAT Computer Services (P) Ltd and

it was renamed as Quick Heal Technologies pvt Ltd in 2007

 Its completely Indian origin anti-virus software company that has beaten

big companies like McAfee and Symantec.

 It was founded in 1993 by Kailash Katkar and Sanjay Katkar. The

company has more than 1200 Employees working today.

 The company develops security software for consumers, servers, cloud

computing environment & small medium enterprises

 Each Quick Heal product is designed to simplify IT Security

management. They are customize to suit consumers, small business,

Government establishment and corporate houses

STATEMENT OF

PROBLEM

While there is data regarding Consumer behavior on various

brands of Antivirus software. But there is no data regarding

Consumer behavior with respect to various brands Antivirus

Software in Mysore. How demographic factors are affecting

purchasing decisions of consumers. Mysore being one of the

developing Cities in India, our study will be helpful for antivirus

brands to understand the Consumer behavior and preferences in

Mysore City

PROJECT OBJECTIVES

 To determine where Quick Heal Antivirus Software stands in the

market compare to its competitors.

 To develop a scale to know level of satisfaction among the

consumers who are using antivirus software

 To study consumer buying behavior of Quick Heal antivirus with

respect to other brands of antiviruses in Mysore city.

 To determine consumer preference towards free version and

licensed version

 To determine how often do consumers update their antivirus

software

Distributors’ Interpretation

Analysis and Interpretation

EVALUATION OF IT

EXPERTISE

1 2 3 4 5 12 14 27 35 12 Evaluation of Distributor's Expertise  (^) The above graph shows the comparison of IT Expertise among different companies.  (^) Around 35 consumers said they have 4 ratings in a scale of 5. In which 5 is highest.  (^) Implication: This shows they grade/classify the IT departments of there own companies. Evaluation of IT Expertise 1 12 2 14 3 27 4 35 5 12 1 Poor 2 Fair 3 Neutral 4 Good 5 Very good

ANTIVIRUS INSTALLED ON YOUR

COMPUTER

Antivirus Installed on your

computer

Yes 100

No 0

Don’t

Know

Yes No Don’t Know 100 0 0 Antivirus Installed on your computer  (^) The above graph shows that all the consumers have installed antivirus on their computers which we have interviewed  (^) Implications: To know wether they use anti-viruses or do not.

KIND OF ANTIVIRUS

PEOPLE USE

Quick Heal Norton McAfee Symantec Others 39 5 10 20 26 Kind of Antivirus people use  (^) The above graph shows that most of the consumers i.e 39 consumers out of 100 are using Quick heal software which is followed by Symantec, McAfee, Norton.  (^) Implication: Shows the number of people using Quick Heal. Hence, popularity of Quick Heal. Kind of Antivirus people use Quick Heal 39 Norton 5 McAfee 10 Symantec 20 Others 26

SATISFACTION WITH ANTIVIRUS

SOFTWARE

 (^) The above graphs shows that 72% of consumers are satisfied with their current software and 28% consumers are not satisfied.  (^) Implication: Quick Heal is more popular and this part of the consumers should be targeted more. Yes No 72 28 Satisfaction with Antivirus software Satisfaction with Antivirus software Yes 72 No 28

LEVEL OF SATISFACTION

Level of Satisfaction with Antivirus 1 2 2 10 3 25 4 39 5 24 1 Very Dissatisfied 2 Somewhat Dissatisfied 3 Neither Satisfied Nor Dissatisfied 4 Somewhat Satisfied 5 Very Satisfied 1 2 3 4 5 2 10 25 39 24 Level of Satisfaction with Antivirus  (^) The above graph shows the comparison of satisfaction level among the consumers.  (^) The most of the consumers that is nearly 60% were satisfied with ratings of 5 & 4 and only 15% were dissatisfied giving the rating of 1 & 2  (^) Implications: The satisfaction levels of the anti-virus they are using.

AGE

Age 18 – 29 years 36 30 – 39 years 35 40 – 50 years 23 50 and older 6 18 – 29 years 30 – 39 years 40 – 50 years 50 and older (^36 ) 23 6 Age  (^) From the above graphs it is clear that most of the respondents were of young age of between 18 to 29 years followed by 30 to 39 years and least were 50 and more.  (^) Implications: To do age segmentation of the users.

GENDER

Gender Male 74 Female 26 Male Female 74 26 Gender  (^) From the above graphs it is clear that 74% of respondents were Male and 26% respondents were Female.  (^) Implications: To see the gender segmentation.

AWARENESS ABOUT ANTIVIRUS

Awareness about Antivirus Yes 100 No 0 100.00% Awareness about Antivirus Yes No  (^) The above graph shows that all the consumers have awareness about antivirus on there computers.  (^) Implications: To see how much updated they are about the benefits of the anti-virus they are using.

KIND OF ANTIVIRUS PEOPLE

USE

 (^) The above graph shows that most of the consumers i.e 30 consumers out of 100 are using Quick heal software which is followed by Symantec, McAfee, Norton and others.  (^) Implication: Popularity of Quick Heal, target customers and existence of other competitors in the market. Quick Heal Norton McAfee Symantec Others 30 15 16 24 15 Kind of Antivirus people use Kind of Antivirus people use Quick Heal 30 Norton 15 McAfee 16 Symantec 24 Others 15