A STUDY ON CONSUMER PREFERENCE IN ENERGY SECTOR WITH SPECIAL REFERNCE TO AMARON AND EXIDE BATTERIES IN BANGALORE CITY
Introduction and Literature Review
1. Introduction to Topic
Amaron & Exide are the leading companies in India in the energy sector (batteries) segment. Both are strong competitor to each other, both company are competing with each other in every sector of battery and also contend in promotional and market strategies. They have carried same competition in Bangalore also. So I selected the following issue to carry out my research in “A STUDY ON CONSUMER PREFERENCE IN ENERGY SECTOR SPECIALLY IN REFERENCE TO AMARON AND EXIDE BATTERIES IN BANGALORE”.
The condition of competing firms on the knowledge about factor that affect Promotional & Marketing approach is necessary. It is necessary to focus research topics on particular areas that deem to lack of up-to-date research to indicate what the precise needs of this segment with respect to Battery industry and businesses. The purpose of this research is mainly to fill the gaps and contribute to the existing knowledge related to the subject of the study.
2. Introduction to Industry
A battery is a contrivance consisting of one or more electrochemical cells that change stored chemical force into electrical force. Each cell contains a positive terminal, or cathode, and a negative terminal, or anode. Electrolytes allow ions to move between the electrodes and terminals, which allows current to flow out of the battery to perform work. Primary (single-use or "disposable") batteries are used once and discarded; the electrode materials are irrevesibly changed during discharge. Common examples are the alkaline battery used for flashlights and a multitude of portable devices. Secondary (rechargeable batteries) can be discharged and recharged multiple times; the original composition of the electrodes can be restored by reverse current. Examples include the lead-acid batteries used in vehicles and lithium ion batteries used for portable electronics. Batteries come in many shapes and sizes, from miniature cells used to power hearing aids and wristwatches to battery banks the size of rooms that provide standby power for telephone exchanges and computer data centers.
Batteries have much lower specific energy (energy per unit mass) than common fuels such as gasoline. This is somewhat mitigated by the fact that batteries deliver their energy as electricity (which can be converted efficiently to mechanical work), whereas using fuels in engines entails a low efficiency of conversion to work. Indian organized storage battery market is estimated at about Rs.56 billion, comprising industrial batteries (Rs.25 billion) and automotive batteries (Rs.31 billion including two-wheelers). Besides, the size of the unorganized sector is estimated at Rs.15- 20 billion. The automotive segment accounts for nearly 60 per cent of sales volumes, and about 55 per cent in storage battery sales in value terms. The industrial segment accounts for the balance 40 per cent in volume terms and about 45 per cent in value terms. The automotive battery segment can be further divided into OEM and aftermarket, of which the former constitutes about 34 per cent. Demand for automotive batteries is divided among different segments with cars and utility vehicles having the largest share of 38 per cent followed by commercial vehicles at 29 per cent. Demand for automotive batteries largely relies on the growth of the automobile OEMs and the aftermarket. The growth in the industrial batteries segment is driven by infrastructure, information technology and process industries.
Liberalization of the Indian economy in the early 90’s brought about a phenomenal change in the Indian automobile industry. Through joint ventures or completely owned forays, a number of leading international auto giants...
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