A market survey of home security equipment; Godrej and Boyce Ltd.

Abstract

A need was felt to estimate the demand for "Home security equipment" and list the attributes that would be considered in buying home security equipment. Areas selected far survey were basically upwardly mobile towns. The results of the survey conducted are as follows A). Video access phone: 57% replied positively to priced purchase intention. Price was not a barrier ta purchase. B). Wireless alarm system: 18% replied positively to priced purchase intention compared to 27% (Unpriced purchase intention). Price and low awareness level of the product coupled with the perception of a highly technical complex product was a barrier to purchase. Also, any incidence of false alarm could hamper purchase (The trial users might be influencer to others). C) Ordinary Safe: 9% replied positively to purchase intention. Brand, strength and price seemed to be the mast important consideration in buying. D). Fire resistant safe Perception that ordinary safe was fire resistant, Though fire resistant was an important criteria but was preceded by brand, strength and price. Awareness level was at 3% only. E). Offer: 5 % replied positively to purchase intention. Strength was considered the most important while portability the least important in buying coffer. F). Electronic coffer:- 10% replied positively to purchase intention. Cannibilization from ordinary safe to electronic coffer likely. Hooter alarm was the most important attribute. G) Cash box:- 3% replied positively to purchase intention and is perceived to be useful for businessmen only. Demand for Fire resistant filing cabinet, Data safe and Total electronic alarm system seemed negligible. Respondents preferred to buy from dealers (56%) and had no specific occasion of purchase(78%), while 75% of the respondent said that Husband is the key decision maker.