Dissertation submitted in partial fulfilment of the requirement for the award of the degree of
Faisal hussain
Under the guidance of
Mr Kishan K P
Assistant Professor
This is to certify that Faisal Hussain student of Presidency College, Bangalore, has completed this research project titled
Under my guidance from in partial fulfilment of the Masters of Business Administration degree.

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(Under the seal and signature)
This is to certify that Mr Faisal Hussain of Presidency College, has undertaken dissertation in our organization on the topic “A MODEL ON MAPPING B2B CONSUMER BEHAVIOUR TO SAAS SALES AND MARKETING STRATEGIES IN JustZaap”. Between 23/04/2018 to 05/06/2018 and his conduct and work is satisfactory.

I hereby declare that “A MODEL ON MAPPING B2B CONSUMER BEHAVIOUR TO SAAS SALES AND MARKETING STRATEGIES IN JustZaap” is the result of the project work carried out by me under the guidance of Assistant Professor Mr Kishan KP in the partial fulfilment for the award of MASTER’S DEGREE IN BUSINESS ADMINISTRATION by Bangalore University.

I also declare that this project is the outcome of my own efforts and I have not provided it to any other University or Institute for the award of any other degree or Diploma or Certificate.

Place: Bengaluru Name: FAISAL HUSSAIN
Date: 12/6/2018 Registration Number: 16YACMD058

As the student of Presidency College, I would take immense pleasure in thanking my college, our Director Ma’am, Mrs. Radha Padmanaban for having permitted me to carry out this project work.

And I wish to express my deep sense of gratitude to my project guide, Mr Kishan KP for his deep sense of guidance and useful suggestions, which helped me in completion of my project work, in time.

And I would like to thank him for his assistance and encouragement throughout the project, also his mentoring and suggestions during the preparatory phase of my project.

I would also like to thank Mr. Nadeem Khan my co guide in the organization, for giving all the required information.

Finally, yet importantly, I would like to express my heartfelt thanks to my beloved parents for their blessings and the financial support, my friends/classmates for their help and wishes for the successful completion of this project.

Submitted by
The SAAS industry has grown tremendously in recent years and the competition is cut-throat. As there are various brands in the market, hence their marketing strategies are unique. It is very important to understand as to what are the strategies the SAAS producers used to attract the customers like their advertisements, what is the extent to which there sales strategy is able to convince people etc.
This survey research tries to understand the B2B consumer behaviour to SAAS sales and strategies adopted by JustZaap to attract the customers and what are the expectations of the customers from the organization. The comparisons will be analysed and the results will be obtained. Suggestions will be made if any so as to what strategies the organization can employ to get the better results and to increase the sales.
This research may also bring to light on what basis a customer chooses a particular brand when it comes to SAAS.

This survey will be conducted in Bangalore city. Customers of the organization will be interviewed by preparing the structures questionnaire and the finding will be tabulated and analysed.

Industry profile
Theoretical background of the study
Importance of the topic
Need to study the topic
CHAPTER 2:- Review of Literature and Research design.

Literature review
Statement of Problem
Scope of the study
Objectives of the study
Tools for data collection
Data analysis
Limitation of the study
JustZaap limited
Corporate profile
Problem Statement
Product range

CHAPTER 4:- Data Analysis and Interpretation
Table of Contents. Particulars Page no.

1 Certificate 2
2 Declaration 3
3 Acknowledgement 4
4 Introduction 12-26
5 Research Methodology 27-35
6 Company profile 36-56
7 Data Analysis 57-96
8 Findings, conclusion and recommendation, 97-99
9 Annexure 100-110
10 Bibliography 111
List of Tables. Particulars Page no.

1 Table showing the gender of respondents 2 Table showing the job role of respondents 3 Table showing response for percentage of current use 4 Table showing response for Preference for solution 5 Table showing response for Response for need and importance
6 7 8 9 10 11

5638801247775CHAPTER 1
Industry Profile:
Since last 30 years SaaS industry is continuously growing in its business. The rise of the SaaS industry has continued to captivate the business community at large given the impressive growth rate it has sustained over the past three decades.  We are now entering a new era where thousands of SaaS companies both new and old are creating solutions to address every conceivable business need.  The industry’s strong momentum into an even brighter future is hard to refute; and SaaS executives and investors are keen to play bigger and bolder roles as the industry evolves.

SaaS, which stands for Software as a Service, differs from traditional software in that it is deployed and made accessible to users over the internet (or in the “cloud”).  Traditional software in comparison is deployed “on-premises” meaning the software is implemented on the premises of a business client on their own servers whereby employees access the software through a desktop interface connected to a local network.

Helping to fuel the industry’s growth is a wide range of investors including venture capital, growth equity, private equity, asset managers, and hedge funds as well as individual investors among others.  Those who are familiar with the sector and who understand its potential are participating based on their own unique investment methodology.  What they have in common, however, is their commitment to reaping the rewards the industry has to offer.

SaaS Market Size:
Currently the traditional enterprise application software industry is estimated at generating approximately $300 billion annually.  By comparison, the emerging SaaS industry, a subset of the overall “Cloud Services” market, generates $46 billion annually and is expected to grow to $76 billion by 2020, (Gartner Says Worldwide Public Cloud Services Market to Grow 18 Percent in 2017).  Usage of traditional enterprise software, on the other hand, is anticipated to decline as companies experience the many benefits of SaaS including its lower relative cost compared to traditional software, its continuous and seamless platform technology upgrades, and the increasing trust in security protocols offered by cloud providers.

Worldwide Public Cloud Services Forecast (Millions of Dollars)
Particulars 2016 2017 2018 2019 2020
Cloud Business Process Services (BPAAS) 40,812 43,772 47,556 51,652 56,176
Cloud Application Infrastructure Services (PAAS) 7,169 8,851 10,616 12,580 14,798
Cloud Application Services (SaaS) 38,567 46,331 55,143 64,870 75,734
Cloud Management and Security Services 7,150 8,768 10,427 12,159 14,004
Cloud System Infrastructure Services (IAAS) 25,290 34,603 45,559 57,897 71,552
Cloud Advertising 90,257 104,516 118,520 133,566 151,091
Total Market 209,244 246,841 287,820 332,723 383,355
Source: Gartner (February 2017)
Cost Comparison of SaaS vs. Software
The below chart compares the cost of traditional (on-premises) software versus a SaaS (cloud computing) solution.  Note the total cost of ownership of traditional software can be more than twice as much as SaaS, driven by the need for the company to purchase, install and maintain their own hardware as well as hire their own technology staff to implement, customize and maintain the software.  Over time, the cost incurred to support operating traditional software far surpasses the actual cost of the software license.

Top Three SaaS Companies
Salesforce is perhaps the most notable pioneer of the SaaS model.  Founder Marc Benioff famously declared “the end of software” as he began building his customer relationship management company (CRM) in the late 90s.  Salesforce went public in 2004 and today has a market capitalization of $76 billion and generates over $10 billion in annual revenue. Service Now and Workday are a couple other notable SaaS companies with market capitalizations of $21 billion and $22 billion, respectively.

Marc Benioff’s Grand Vision on The End of Software; The Rise of Salesforce
center65976500Salesforce’s Growing Addressable Market (Investor Day Presentation October 2016)
SaaS vs. Software Revenue Models
SaaS and software can be compared in more detail by their revenue models – how they charge their customers.  A SaaS revenue model entails a monthly or annual user fee where the user’s cost of entry to gain access to the software is materially lower compared to purchasing an on-premises license.  SaaS contracts can also include an up-front implementation fee depending on the customer’s desire for customization and business specific needs.  SaaS contracts can be set for certain time frames such as one year, two year, or three year terms and include automatic renewals.  The main characteristic of the SaaS revenue model is that the software is managed by the provider in the cloud and its customers are granted access during the term of their contract.

Traditional software, on the other hand, is offered on a license and maintenance agreement whereby the customer purchases a license to the software and in addition pays an ongoing maintenance fee ranging from 15 to 20% of the license cost in order to receive software updates or have access to service assistance form the software provider.  The customer is responsible for its own hardware/servers and employing its own staff to ensure the software is operating appropriately at all times.  In most cases, the up-front cost of a license represents a significant budget decision by a prospective customer and entails executive or key person involvement.  In contrast, a monthly SaaS fee frequently falls below the budget threshold of a prospective client and is easier for an organization to approve and adopt.

SaaS in the Cloud
SaaS is a subset of the overall “Cloud” market and perhaps another way to understand the difference between on-premises and SaaS as well as the other cloud solutions in between is with the chart below.  Note that the term “Cloud” encompasses the three columns to the right of “On-Premises” describing Infrastructure as a Service, Platform as a Service and Software as a Service.

While the number of public pure play public SaaS companies is limited compared to other sectors, it is important to note that traditional software companies that are public also offer SaaS solutions and increasingly so.  For example, Microsoft’s Commercial Cloud annualized revenue run rate now exceeds $18 billion and is well on track to achieve its targeted $20 billion by 2018.  (Microsoft just passed a huge cloud milestone)
Below are the largest five publicly traded pure play SaaS companies (Appreciation percentages calculated as of August 31, 2017)
Salesforce: Provides customer relationship management solutions to businesses
Market Cap: $69 billion
IPO Year: 2004
Annual Share Price Appreciation Since IPO: 18%
Workday: Provides financial and human capital management solutions to businesses
Market Cap: $22 billion
IPO Year: 2012
Annual Share Price Appreciation Since IPO: 31%
Service Now: Provides a suite of IT management solutions to businesses
Market Cap: $20 billion
IPO Year: 2012
Annual Share Price Appreciation Since IPO: 45%
Shop if: Provides an ecommerce platform for businesses to sell products online, on social media or in person
Market Cap: $11 billion
IPO Year: 2015
Annual Share Price Appreciation Since IPO: 155%
S Plunk: Provides solutions that enable businesses to gain real time operational intelligence
Market Cap: $9 billion
IPO Year: 2012
Annual Share Price Appreciation Since IPO: 32%
In total, there are over 50 publicly traded SaaS companies representing over $225 billion in aggregate market capitalization.  As of August 31, 2017, the median enterprise value / 2017 revenue multiple is 5.7x.  Median revenue growth rate is 17%, gross margin is 73% and median retention rate is 97%.    The majority of publicly traded SaaS companies now generate free cash flow, however, the metric is not materially weighted for valuation purposes given the heavier emphasis placed on revenue growth and customer retention.

SaaS Companies – 25 Largest By Market Capitalization
Count Company Ticker Market Capital ($ in billon)
1 Salesforce CRM $69.0
2 Workday WDAY $22.6
3 ServiceNow NOW $19.6
4 Shopify SHOP $10.9
5 Splunk SPLK $9.4
6 Veeva VEEV $8.3
7 Atlassian Corporation TEAM $7.6
8 LogMeIn LOGM $6.3
9 The Ultimate Software Group ULTI $5.9
10 Athenahealth ATHN $5.6
11 Tableau Software DATA $5.7
12 Guidewire Software GWRE $5.6
13 Medidata Solutions MDSO $4.4
14 Proofpoint PFPT $4.1
15 Xero XRO $3.7
16 RealPage RP $3.6
17 Wix WIX $2.9
18 RingCentral RNG $3.2
19 Twilio TWLO $2.7
20 Box BOX $2.5
21 Ellie Mae ELLI $2.9
22 HubSpot HUBS $2.7
23 Zendesk ZEN $2.8
24 MuleSoft MULE $2.8
25 New Relic NEWR $2.6
There are an estimated 10,000 private SaaS companies, the vast majority of which are early stage generating less than $3 million in annual revenue.  Entrepreneurs, both technical and non-technical seek to automate the wide variety of still manual or inefficient activities of a business.  Moreover, the lure of high-profile SaaS success stories such as those of the public companies listed above, is hard to resist.  The cost of starting a SaaS company continues to decline while the speed of product development and pace of continuous product improvement has increased markedly.  SaaS entrepreneurs can now spend more time on business tactics such as sales and marketing execution and customer retention.

Horizontal V/s. Vertical SaaS
SaaS companies address a range of different needs for businesses around the world.  SaaS solutions can be either horizontal or vertical.  Simply put, a horizontal offering is one that can be used by businesses across sectors – healthcare, retail, consumer products, financial services, technology, among others.  Some examples of the most common horizontal SaaS applications include:
Customer Relationship Management
Human Resources
Finance and Accounting
Customer Service and Engagement
Workforce Collaboration
Business Intelligence
Data Analytics
Budgeting, Reporting and Planning
Procurement, Spending and Sourcing
Software Development
Governance, Risk and Compliance
In contrast, vertical SaaS solutions address specific sectors and aim to provide a suite of tools for businesses in those sectors.  Examples include:
Real Estate
Meanwhile, private capital firms (venture capital, growth equity, and private equity) play a critical role in the development of the SaaS Industry.  They are flush with capital actively seeking investment opportunities in proven SaaS companies that are growing quickly and likely to represent attractive acquisition targets for larger software corporations or other private equity firms in the next several years.

Venture capital firms such as Bessemer Venture Partners and Andreessen Horowitz invest in early stage SaaS companies that have high growth rates and the potential to be break out successes.  It is not uncommon for venture capital firms to have in their portfolio two successful investment for every eight failures.  The returns made from those two investments more than compensate for the eight failures.

Growth equity firms such as Summit Partners or TA Associates invest in later stage or growth stage SaaS companies that have a proven track record and more predictable path ahead.  Each investment in the portfolio of a growth equity fund is expected to return anywhere from 3x to 5x capital invested.  Capital is typically used to fund sales and marketing expenses and in some cases provide liquidity to founders and early shareholders.

Private equity firms such as Vista Equity Partners or Francisco Partners invest in more mature SaaS companies that have achieved large scale and have sustained growth, typically while operating profitably.  Their goals are typically to further improve margins through operational improvements or acquire companies that bring revenue and/or cost synergies.  Each investment in the portfolio of a private equity firm is anticipated to make a return which yields an IRR of 20 to 30%.

SaaS Company Valuation
Valuing a private SaaS company includes analysing the following key metrics.

Revenue Growth Rate
Customer Retention
Gross Margins
Size of Addressable Market
Capital Efficiency
Each of these key metrics could be described and explained in the context of SaaS in great detail.  By and large, there are certain thresholds on each metric that investors consider to determine the attractiveness of the SaaS Company.   Revenue size and growth rate in combination with customer retention and margins are perhaps the most indicative of future potential. 
Theoretical background of the study:
This is a very impressive and unexpected fact or truth that our daily life is growing towards technology and software oriented products. But the fastest acceptance of technology is seen in the commercial field.
The SaaS Sales Landscape
Firstly, it is worth understanding the sales landscape for B2B SaaS startups. When the product feature set matures, and you start versioning your application, sales will typically evolve into hybrid models where entry level solutions are low touch, and enterprise offerings are more high touch. However, at the start, your application will be anchored at a particular price point / or range.

At the bottom end, you have entry-level SaaS applications priced at circa $10/month, up to enterprise solutions at circa $10,000+/ month with many other price points along the way. Depending on where you sit on this pricing continuum, your primary approach to sales will vary greatly.

Entry Level Application
If your average order value is ; $5,000 / year, your application ideally needs to be a ‘self-service’ model i.e. one where the user signs up themselves with’zero touch’ from the company. Hence, at this level, your customer acquisition strategy needs to primarily be an organic one, based on inbound marketing i.e. creating quality content that educates the market and attracts prospects to your site. Once on your site you need to have a clear strategy on how to capture these visitors as leads.  At this level, you need to ensure you keep your cost of customer acquisition (CAC) down so face-to-face sales meetings need to be avoided once you have achieved product-market fit.

Once on the site, the main call to action for visitors needs to be a ‘register’, ‘sign up’ or ‘get started’ one, which enables the prospect to sign up easily, to on-board successfully, and to gain utility from the application straight away, without the need for much in the way of human intervention.

“The best products reward users as quickly as possible after installation and account creation. But it’s easy to forget about this and as a result, watch conversion rates from download/install-to-active fall.” Tom Tunguz
The Middle Ground
Price points between $5,000 and $100,000 per annum are often referred to as the ‘valley of death’, and need to be treated with caution. Many SaaS businesses occupy this zone, and a key danger here is that the cost of acquisition can easily exceed the lifetime value, and thus the business model may not be viable in the long run. Hence, if you need face-to-face meetings to sell, have long sales cycles, and have limited upselling opportunities, you need to keep a very close eye on finances. Over time as the product matures you will want to reduce product complexity so that you reduce the human touch points, and move prospects towards the self-service end of the spectrum.

Enterprise Level
For those applications priced at over $100,000 a year, you are in ‘field sales’ territory, where ‘high touch sales’ are often needed, long sales cycles are the norm, and a customer success manager is needed to ensure the product is adopted and value obtained. Ideally, a hybrid model is put in place where the initial engagement is a mix of inbound marketing, and email/ phone based activity in advance of a meeting. At least at this level, margins can be high enough to ensure that any face-to-face sales efforts are justified (and given the price point remote sales are unlikely).

The Art of Selling
Many early stage founders acting as sales people lack the necessary training and are undermining their ability to convert these initial prospects. However, by following a simple sales methodology they can increase their odds of a positive engagement dramatically.

A Simple Sales Methodology
The following represents a simple sales methodology that can be used as a basis to create one that works specifically for your SaaS start-up.

Research Some Basic Sales Methodologies
Historically our relationship with sales training has been pretty poor. One rarely encounters entrepreneurs with sales qualifications or sees sales training listed on university curricula. Nonetheless, some basic training can ensure that you are equipped to engage with prospects in confidence. At the very least, it is worth reading up on SPIN selling and the Sandler sales system as these are popular sales methodologies among software companies and will help you structure your approach.

Create a Marketing Persona
Secondly, you should create some marketing personas to represent the characteristics of the ideal prospect.

“A marketing persona is a composite sketch of a key segment of your audience. For content marketing purposes, you need personas to help you deliver content that will be most relevant and useful to your audience.” Ardath Albee
When thinking about personas it is useful to think about elements like:
Industry Sector
Demographics (Sex/ Age Range)
Once you have clarity as to some basic personas it can help ensure that your initial engagements are aligned with those you perceive as being representative buyers rather than the public at large (as shaped by your network). This will help ensure that any face to face meetings are focused on those most likely to have a need that the solution addresses. It will also help ensure that any initial marketing budget can be focused in areas where your target personas are likely to be represented.

Meet Some Friendlies
At the very start, you are essentially seeking to validate assumptions you’ve made about the market appetite for your solution. If your application truly meets the needs of the persona group you are already on the sales path but that should not be the key purpose of these initial meetings. Right at the start, many introductions are warm ones, as entrepreneurs rightly leverage their immediate contacts as a means to get in front of people. It is important that these friendlies represent the target persona market you have outlined, as otherwise, the feedback loop is likely to be weak, and these contacts are not likely to offer constructive criticism given they may not even relate to the pain you are seeking to address. Worse still, they may be keen not to hurt your feelings so the feedback you get contains inherent biases.

Iterate the Application
It is important to use these initial interactions as a means to gain insights that can be fed back to product development to improve your solution. While some of these initial conversations may translate into genuine sales prospects, you will be better served in the long run if these are viewed more as collaborators. Offering free access to some of these early contacts in return for social proof (case studies/ testimonials/ logos) is a useful way to get people using the application so future development decisions can be based on observed data rather than hypotheses.

Put a Basic Sales Process in Place
The cost of CRM systems have collapsed and there is now a host of entry level systems you can use to manage your pipeline. Choose one, ensuring it can easily connect to any data sources you have (be that lead generation forms, or existing data sets) and also ensure that it can integrate with any outbound marketing tools you may have like Mail Chimp. Once in place, you need to then embark on a lead generation initiative to fill the pipeline. It is also important to define a basic sales process i.e. what the various stages in your pipeline are, and how to move a prospect along the pipeline.

Create Content to Generate Leads
For many B2B SaaS companies, inbound marketing represents a corner stone of all marketing activity. Inbound marketing is when you create compelling content that educates and informs your target personas, and they obtain value from it. As your audience engages with the content, it builds both familiarity and trust, ensuring that your solution is ‘front of mind’ when a pain arises that your application addresses. A common approach is to gate the most valuable content behind a form where prospects provide data about themselves in return for access to the content.

One often over looked area is the importance of amplifying the content created by promoting it on a regular basis through a mix of channels from email to social media updates. The act of promoting the content needs much more emphasis than its mere creation.

Qualify the Prospect
Once you have generated leads you need to qualify them. The amount of data captured can vary from a simple email address to a detailed assessment of their needs Again some of this pre-qualification can take place in advance of a face to face via step up forms, or email exchanges with inside sales teams. For example, I use a simple Type form questionnaire to qualify prospects I get through my personal site. This extra layer helps to filter out those that are less committed. As the start-up matures marketing automation software can be used, but in the early days some manual processes will be needed.

Managing the Meeting
Once the prospect has been qualified and a face to face meeting has been arranged it is important to set the meeting agenda. Instead of defaulting to presentation mode where you ‘run through’ a PowerPoint, or better still, you take them through a high-level overview of the application, it is best to focus on a conversation where you seek to understand their needs a little better, as well as to gain an understanding as to how they buy solutions like yours
Importance of the Topic:
Start-ups typically run a large ecosystem of SaaS solutions and Salesforce often becomes the “hub” of such networks. Even though partnering with Salesforce is advisable, the app store on Salesforce is a crowded market.

The research team interviewed several of our own clients, and one of the questions they asked was about what would be the trigger for them to adopt a SaaS product.

For example, Ta3s Managing Director Sumukha Rao said that his organization will switch to Salesforce to meet growth, and added that any SaaS product he opts for will need to be validated across countries and be fully integrated with Salesforce.

Sandeep Sangli, founder and CEO of Easter Egg, likewise noted that he will need SaaS products as his company expands to other cities. He says that having clarity into the sales pipeline and having control over information being exchanged between offices becomes more important. Sangli mentioned that this is the value that SaaS would bring to him. He will soon be paying for Salesforce to help his business scale.

Art Pazdan, Customer Success Director of 130-person SaaS Company Moovweb, said that small businesses need to be wary because cost of various tools adds up and SMBs do not have large budgets. Pazdan added that integration and ease of setup are essential for a SaaS tool, and Salesforce is used by everyone; therefore, integration is key.

Companies in the U.S., even at the early stage of 10 employees, adopt many of the same technology software that the larger companies use. For example, Gitprime, a 10-person start-up, spends $500 per month/person on tools, out of which $125/month/person is for Salesforce Enterprise.

So if you want all these companies and others who use Salesforce as their CRM platform to consider your B2B SaaS tool, then get started on providing the required integration with Salesforce.

Need to study the Topic:
To study the market for Employee Management across multiple segments and understand the selling propositions for the specific segment. Which includes cold call, setup meetings, and Pitch propositions, follow-up with clients so that will gain an understanding of sales cycles in selling a SaaS solution to organizations.

38455608255REVIEW OF

1173480819150116205885825CHAPTER 2

2.1 literature review
Literature review provides a theoretical framework of this research. It critically analyses the research topic and is the key process of any process any research project as it allows the research to be placed in the context. The data was collected from various sources such as textbooks, journals, magazines and websites. This chapter is divided into four main sections as given below:
Consumer buying behaviour
Sales Promotion
Impulse purchase
Relation between sales promotion and impulse purchase
Consumer buying behaviour:
The decision making process
Consumer behaviour is a field of study that focuses on consumer activities. This has been a topic of vast interest for the marketers all over the world. The marketing managers always study these consumer behavioural changes and make continuous changes in products and services. According to Blackwell et al. (2006), consumer behaviour is defined as the activities that people undertake when obtaining, consuming and disposing of products and services that they expect will satisfy their personal needs. Blackwell et al. (2006) mentions that a customer follows a sequence before buying a product or service. They are as follows:
Need Recognition:
Looking at the needs, there could be various things that influence the need to buy a product or service. Environmental influences such as situation, culture, family etc might be a few of them. There are also individual differences such as knowledge, attitude and lifestyles.

Information Search:
Once the customer thinks that they need to buy something, then the search for information begins. There are two types of search, internal or external. Internal search is retrieving the knowledge from the memory. External search is influenced by the environmental factors.

Evaluation of alternatives:
The next consumer decision process is the search for the purchase evaluation alternatives. A consumer might look for various other options. This could be product replacements, which will depend on external factors such as price, quality, variety etc.

Purchase of the product:
Once all the options are evaluated, the consumer decides to buy a product. Purchase is the next step. A customer might have choice for purchase influenced by the in store choices, sales persons etc. One thing that could happen differently from a pre-planned purchase is the impulse purchase. One might choose to buy something else because of the sales promotion that is going on at that particular store. The customer could also find another product that is better value for money than the one he indented to buy. The consumption of the product happens at the point when the consumers use the products.

Post consumption evaluation:
The next stage is the post consumption evaluation when a customer is satisfied or dissatisfied with the product. Customers are satisfied if the expectations are matched by the performance and opposite if otherwise. If it is a satisfied customer, there are chances that the product might be bought again. This leads to the consumer loyalty of the customer. The last stage of the consumer buying process is the divestment where consumer has options to dispose or remarket the product after the usage.

Factors that affect consumer behaviour:
There are several factors that affect consumer behaviour. The market is an ever-changing place and it’s significant to understand what factors influence the consumer behaviour. According to Kotler and Armstrong, (2007), the consumer behaviour is influenced by the four main factors namely: Cultural factors, Social factors, personal factors and physiological factors.

Cultural factors:
Cultural factors integrate rules and traditions of the members of the society, shared religion. A particular group of people usually have a unique culture (Luna ; Gupta, 2001) Consumer culture decides the relationship between consumers and different activities or products and also decides the success or failure of specific products and services. (Solomon, 2002) The culture exists in every organization or society and it affects the purchase behaviour differently in different countries. Group of people are identified by social classes. Typically, people in the same class exhibit similar buying behaviour.
Social Factors:
The main social factors that influence consumer buying are groups, family, roles and status.
Groups are group of people that work together to achieve their individual goals By knowing the reference group, a person’s buying behaviour, attitude, product decisions and brand choices can be easily understood.

Family members can strongly influence buying behaviour. A family’s values and beliefs can determine the preferences. Children may also strongly influence the family (Kotler and Armstrong, 2007)
Roles and Status:
In each group that were discussed above, each person has its own role status and this status reflects the general position in the society. (Kotler ; Armstrong, 2007.) A role embraces, expected activities of a person in a particular situation according to that person’s situation. The role and status of a person affects the buying behaviour.

Personal Factors:
The personal factors that influence the consumer behaviour are age and life cycle stage, occupation, economic situation, lifestyle and self-concept.

Age and Life cycle stage:
Age is a very important factor in terms of purchasing. The needs for the people in different age groups are different. Even if the individuals are of the same age, the consumption will differ due to their level and occupation the behaviour of buying is formed in the different stages of a consumer’s life cycle (Kotler ; Armstrong, 2007).

Consumers with different occupation buy different goods and it has a good influence in the buying behaviour. E.g., a businessperson buys business suits where as a plumber buys casual clothes.

Economic situation:
The economic situation of consumers will decide what product or service they can buy. The economic situation consists of their income, saving and interest rates.

This represents the kind of living that people lead. People with same culture or social class may have different life styles. The life style can reflect a consumer’s pattern in the purchasing world.

Personality and self-concept:
Personality can reflect a person’s unique characteristics that determine and influence what responses and behaviours a person has in a particular situation. Self-concept is closely related with personality, which is a kind of person with traits, relationships, habits, possessions and ways of purchasing behaviour. Both personality and self-concept affects consumer buying behaviour, which is different for every person.

Psychological factors:
Individuals have different psychological reasons to purchase goods. There are four main psychological factors that affect the consumer buying behaviour. They are motivation, perception, learning and beliefs ; attitudes.
Different consumers have different motivation to satisfy their needs. Some may be instant or some may be delayed. An individual’s buying decisions are influenced by conscious motives, which is a need to make the person satisfied.

This is the process of understanding the reality including selection, processing and interpretation of information from the environment to make them meaningful and purposeful.

When people improve their experience, they change their buying behaviour. These are shown through interaction of drives, responses, stimuli and reinforcement.

Beliefs and attitudes:
Belief represents an individual’s attitude, opinion and knowledge. Attitudes depict the opinions, expectations and orientation towards products and services are difficult to change.

The act of impulse purchasing behaviour comes under the psychological factors. Silvera et al (2005), examines the relationship between impulse buying psychological constructs such as subjective wellbeing, positive and negative effect, social influence and self-esteem. Verplanken and Herabadi (2001) also found the relation between impulse buying tendency and personality-related variables.

There are three research perspectives on consumer behaviour.

Sales Promotion in retail environment:
Sales promotions have become increasingly important element of commercial marketing space. It has matured since 1970’s when the advertising agencies started giving attention to this subject. During 1990’s more attention was paid for the effectiveness of sales promotion and adopted more integrated approach to promotional activities. The main objective of the sales promotion is to increase the short-term sales volume, maintaining customer loyalty, emphasizing novelty and to complement other promotion tools. One of the main reasons for using sales promotion is because of the competition.

2.2 Statement of Problem
Employee management is a very important tool in an organization to manage selling proposition and sales cycle. And for this dissertation, the research issue is related to “A detail mapping of business to business consumer behaviour to SaaS industry at JustZaap Pvt ltd”. This study will help to understand the consumer behaviour and marketing strategies in order to increase sales.

2.3 Scope of the study
It helps the company to which marketing strategy attracts the customers.

It helps the customers to know which company or brand offers better products.

It helps the customers to know which company or brand offers better after sale services.

It helps the customers to know which company or brand provides value for money products.

It helps the company to determine the market demand.

It helps the company to determine the market competency.

It helps to overcome the drawbacks of a particular segment.

Company and dealers will also know the future changes which will be required to satisfy customer needs and wants.

Thus this survey research will not only benefit the company’s point of view, but also the dealers, retailers and most important the customers.

Objectives of the study
To record a detail road map of consumer preposition.

To understand the market for employee management across the multiple segments.

To understand the selling proposition for the specific segment.

To know about the sales cycle in selling a SaaS solution to the organization.
2.5 Sampling
A sample is taken representative and adequate which gives proper information. In this study the sample unit is considered from the place of Bangalore city and specifically the clients of JustZaap. Here the sample size fixed for the study is 100 respondents. The procedure for sampling used is convenience sampling. Convenience sampling procedure is a non-probability sampling and it involves purposive or deliberate selection of particular units of the universe for constituting a sample which represents the universe.
Tools for data collection
Primary data:
Cold calling
Secondary data:
News papers
Published reports
Data analysis
This data will be tabulated that can be analysed with the help of charts and graphs. Percentages are calculated as simple to analyse data and will be represented through charts and graphs, separate analysis will be done for each type of target respondents. Cross tabulation will be done where ever
Tools for Analysis
The 2 different tools used in the study for analysis are as follows.
Simple Percentage Method. Simple percentage method is the method to represent raw streams of data as a percentage (a part in 100-percent) for better understanding of collected data.
Weighted average method. The weighted average method is an inventory costing method that assigns average cost to each piece of inventory when it is sold during the year. Retailers and other businesses that keep and sell inventory must keep track of the cost of inventory on hand as well as the cost of inventory that was sold.

Exploratory research
Conducted in order to determine the nature of the problem, this type of research is not intended to provide conclusive evidence, but helps us to have a better understanding of the problem. When conducting exploratory research, the researcher ought to be willing to change his/her direction as a result of revelation of new data and new insights. Exploratory research is the initial research, which forms the basis of more conclusive research. It can even help in determining the research design, sampling methodology and data collection method.

238125200025CHAPTER 3
JustZaap limited
57340426035JustzaapSimplify your organization.

00JustzaapSimplify your organization.

JustZaap was born out of frustration of using decade old employee software’s that suck. We always wondered why as an employee we were made to use multiple portals to avail different services. Also they were not smart enough to understand the context thus making it worse for the user. We decided to change this by creating a solution which would provide all employee services through one app, be smart enough to understand the context and most importantly mobile. We created JustZaap, a powerful tool for employees to access and avail all services on their fingertips.

A new way to engage and reach out employees when providing employee services. The importance of context is well known while offering services. That is why all our offerings are contextual. After all what we offer should make sense to the end user.
Mobile is your key
Why to carry access cards when you have your mobile always with you? JustZaap makes your mobile your official access card for seamless door access.

Attendance ; Leave
Non-intrusive attendance system which marks attendance automatically when an employee arrives. Remote attendance for work from home ; travelling employees
Visitor Management
Impress your visitors by providing them with temporary door access and Wi-Fi. Save them from lengthy security checks. Get notified once your guest arrives.

Corporate Phonebook
You need more details about your co-workers than just phone numbers. Our phonebook provide extra information such as in time, current location etc. so that you can easily locate them.

Expense Claim
No need to keep a record of physical bills anymore. Just capture your bills from mobile and get the reimbursement on the go.

Cab Booking
Your employees can book a business ride for themselves. Just define the business policy for it and do away with arranging cabs for your employees.

Food Ordering
Your employees can order food for business purpose for themselves. Just define the business policy for it and simplify your food facility management.

Corporate Offers
Handy corporate offers at one place. Smart notification when your employee is at a location where it is applicable so that they don’t miss out on it.

Send notifications, announcements and important notices to your employees with just few clicks. You can reach out to your employees anytime.

Why JustZaap?
There are plenty of reasons why you should use our product, here are some of them!
Employee Convenience
A single app for door access, expenses, inviting visitors, locating or contacting co-workers and availing other services. Convenience comes by enabling.

Save Time
Save time by automating your facility management with JustZaap. We offer all services on mobile for quick decisions and actions.

Save Money
Save up to 50% on cost of corporate cab booking alone. Manage your growing employee services without adding more people to your team. Refer our pricing to get a pleasant surprise.

Impress Visitor
Provide your visitors temporary door access and Wi-Fi and impress them. Also save them from lengthy security checks.

Easy Audit
JustZaap records everything digitally. It becomes easier to audit your visitor log and expense claims with handy searchable digital records.

You will always be in better control of security as you can configure access restrictions, monitor reports remotely, detect suspicious activities and get real time employee headcount.

Employee Retention
Improve employee satisfaction by giving them control and information when they need it. Happy employees results in better retention.

Save Paper
With JustZaap go digital for all your employee services. Get rid of all your paper bills & processes. Go paperless and help save environment.

Future Ready
Be ready to scale as you grow. Show off your tech savviness to your employees and visitors
Corporate Profile:
Pavan Mulik
Pavan is a passionate designer with a drive to solve problems which exist in everyday life. He has more than 10 years of industry experience which includes working as UX design head for Talentica Software’s. He has successfully designed ; delivered several start up products over last few years. Pavan holds a Master’s degree from India’s premier design institute, National Institute of Design and a BE from Mumbai university.

Sushant Pradhan
Sushant has more than 10 years of industry experience including working as Sr. Principal Engineer for Talentica Software. A hard core programmer who loves to experiment, innovate and build contextual Information Systems. Sushant did his B.Tech from National Institute of Technology, Calicut. When not working he is found either playing cricket or debating on any topic under the sun.

Anurag Gupta
Anurag is a technophile who loves to convert ideas to viable business models. He has gained more than 8 years of start-up experience working with Talentica Software and Do plexus. He is an electronics engineer from Indian Institute of Technology (BHU), Varanasi. Anurag is a sports aficionado and plays tennis.1905018415
Nadeem Khan
(Sales director)
8 years of industry experience in software development ; B2B sales with IBM Labs and HCL Technologies. MBA from Indian Institute of Foreign Trade and B.Tech from NIT Calicut.

Problem statement
Current organizations procure disparate ; multi-layered systems for various organizational needs. Most of these solutions are outdated with today’s pace of technology.

Pain Points:
High procurement and usage cost
High cost of automation/integration of cross-functional business processes
Employee productivity takes a hit
Product range
Solution: All-in-one mobile platform!
An intelligent platform that enables context based services for employees.

Lower total cost of ownership
Automated flow of information across systems
End to End bot enabled automation of business processes
Improved SLA
What’s our secret sauce?
Nearby tech and machine learning is the basis behind establishing context for employee needs ; automating actions.

Visitor Management
39471604301490Mobile Verification
Using OTP
Mobile Verification
Using OTP
771525577215Welcome Visitor!
Welcome Visitor!

18097543815Self-service kiosk
For visitors
Superfast check-In and check-out
Self-service kiosk
For visitors
Superfast check-In and check-out

3943350165100Employee approval
Via official email
Employee approval
Via official email

57150208915Visitor photograph
As self-ie or webcam
Visitor photograph
As self-ie or webcam

41719506350SMS ; Email
SMS ; Email

37338008255Schedule visitors
By uploading excel list
Schedule visitors
By uploading excel list
15240065405Print Visitor Badge
Print Visitor Badge

Settings for privileges
Settings for privileges
14287512700Employees ; Visitors
Can plan visits
Employees ; Visitors
Can plan visits

Attendance Management
41052753756025Mark attendance
With one tap
Mark attendance
With one tap
39338252565400Workplace Wi-Fi
Workplace Wi-Fi
41122601289050Company calendar
For holidays ; leaves
Company calendar
For holidays ; leaves
3819525508000Employee policy
For working hours
Employee policy
For working hours

39147758255Leave application
; approval
Leave application
; approval
1714508255Remote attendance
With location
Remote attendance
With location

387667515240Manager approvals
For remote work ; leaves
Manager approvals
For remote work ; leaves

17820612700Attendance analytics
Daily, weekly, monthly
Attendance analytics
Daily, weekly, monthly

3876675163195Corporate phonebook
to find ; chat
Corporate phonebook
to find ; chat

171450189230HRMS integration
for existing systems
HRMS integration
for existing systems

How does it work?
System Requirements
On Premise: A corporate Wi-Fi network deployed at company’s premises is setup by administration. This network will act as gateway for employees to access employee services provided by organization.

Remote: For employees working remotely, like field agents, JustZaap only needs location & camera permission to ensure attendance marked by the employee.
JustZaap Mobile App (Android & IOS)
Using a valid phone number and a corporate email ID, an employee can download app & register. Post validation of user credentials, a company specific configuration is pushed to user’s application instance.
Once registered from a mobile device, user cannot install or login to his account from any other device. On exceptions such as (device loss or change of device), user shall go through a process for ‘change of device’.

JustZaap Web Services are backend https rest services called by mobile app. Installed on Google cloud, it can be deployed and managed completely by JustZaap.  These are contextual web services and work for corresponding corporate Wi-Fi in cases where user’s presence in office is mandatory (for e.g. attendance service, cab & food services etc.) and otherwise (for e.g. phone-book, offers etc.)
Feature Configurations
User to keep internet on
User Permissions
Location: Read
Wi-Fi State: Read
Camera: Access
Contacts: Read & write
User Registration
Mobile & Email Validation
Unique Application ID attached to user account
Account De-activation
 Attendance & Leave Management
Browse, search & configure company policies and holidays
Auto recognition of office Wi-Fi
Remote check-in: location capture as mandatory
Face ID check while marking attendance
Reminders on missed check-ins
Leave application with approval workflow
Real time headcount
Slice & dice leave and attendance reports
personal – for users
company wide – for admins
Corporate Phonebook
Browse /search colleagues contacts
current office location
mobile number
vehicle number
Check in status
Privacy Configuration


15367001104906216657620CHAPTER 4

403161514605Data Analysis
Data Analysis

4.1 Table showing the gender of respondents
Sl. No Particulars Respondents Percentage
1 Male 73 73%
2 Female 27 27%
3 Total 100 100%
From the above table and graph there are 100 respondents where 73 respondents are from male category and constituting 73% and those who are from female category consists 100 respondents and constitutes 27%.
4.2 Table showing the job role of respondents
Sl. No Particulars Respondents Percentage
1 Admin 23 23%
2 Manager 17 17%
3 Store manager 43 43%
4 Acquisition Specialist 8 8%
5 HR 9 9%
6 Total 100 100%
From the above table and graph there are 100 respondents where 43 respondents are store managers category and constituting 43% and 17 respondents are managers and constitutes 17%. And 23respondents are Admins and constituting 23% respectively.
4.3 Table showing response for
Does your company utilizes any smart phone based solution to manage administration functions?
SL. No Particulars Respondents Percentage
1 Yes 14 14%
2 No 96 96%
3 Total 100 100%
From the above table and graph there are 100 respondents where 96 respondents Do not use smart phone based solution and constituting 96% and 14 respondents do use and constitutes 14%.
4.4 Table showing response for
Do you prefer smart phone based solution over manual solution to manage you admin functions?
SL. No Particulars Respondents Percentage
1 Yes 14 14%
2 No 76 76%
3 May be 10 10%
4 Total 100 100%
From the above table and graph there are 100 respondents where 76 respondents want to use smart phone based solution and constituting 76% and 14 respondents do not and constitutes 14%. And 10 respondents are not sure and constitutes 10%.

4.5 Table showing response for
How would you rate the need and importance of smart phone based solution to manage admin functions?
SL. No Particulars Respondents Percentage
1 Rate 1 15 15%
2 Rate 2 01 1%
3 Rate 3 23 23%
4 Rate 4 38 38%
5 Rate 5 23 23%
6 Total 100 100%
From the above table and graph there are 100 respondents where 15 respondents have rated it as 1 and constituting 15% and 1 respondents have rated it as 2 and constitutes 1%. And 23 respondents have rated it as 3 and constitutes 23%. And 38 have rated it as 4 and constitutes 38%. And 23 have rated it as 5 and constitutes 23%.

Table showing response for
How would you rate your current manual solutions? (Showing 5 as the greatest)
SL. No Particulars Respondents Percentage
1 Rate 1 8 15%
2 Rate 2 23 1%
3 Rate 3 15 23%
4 Rate 4 54 38%
5 Rate 5 00 23%
6 Total 100 100%
From the above table and graph there are 100 respondents where 8 respondents have rated it as 1 and constituting 8% and 23 respondents have rated it as 2 and constitutes 23%. And 15 respondents have rated it as 3 and constitutes 15%. And 54 have rated it as 4 and constitutes 54%. And none have rated it as 5 and constitutes 0%.

Table showing response for
Please rate the following parts of smart phone based solution as per their importance (Showing 5 as the greatest)
SL. No Components Respondents Rate 1 Respondents Rate 2 Respondents Rate 3 Respondents Rate 4 Respondents Rate 5
1 Ease of usage 7 12 15 26 40
2 Security 9 16 27 18 30
3 Saves time 17 22 28 17 16
4 Provide verity of features 16 19 18 24 23
5 Cost effective 17 14 32 5 32
From the above table and graph there are 100 respondents, and 5 different categories such as
Ease of usage
Saves time
Provide verity of features
Cost effective
And the respondents were instructed to rate these features from 1 to 5 (where 5 as the greater) and all the five categories are mostly rated as 5.

Table showing response for
Please read the following statements related to smart phone based solutions done in an admin functions and tick the appropriate option
Sl. NO Particulars Never Rarely Sometimes Frequently Always
1 Do you feel a need for Attendance and leave management. 00 00 00 00 100
2 Do you feel a need for Travel and expense management? 17 22 28 16 17
3 Do you feel a need for Employee’s location, Wi-Fi recognition and face id. 19 18 24 23 16
4 Do you feel a need for Visitor management? 14 32 5 17 32
From the above table and graph there are 100 respondents, and 4 different categories such as
Do you feel the need for attendance and leave mgt.

Do you feel the need for travel and expense mgt.?
Do you feel the need for Employee’s location, Wi-Fi recognition and face id.
Do you feel the need for visitor’s mgmt.?
And the respondents were instructed to rate these features from 1 to 5 (where 5 as the greater) and all the five categories are mostly rated as 5.

Table showing response for
If offered which feature of smart phone based solution for admin functions is the most appealing to you?
SL. No Particulars Respondents Percentage
1 Attendance and leave management. 17 17%
2 Employee location, Wi-Fi recognition and face id. 1 1%
3 Visitor management. 5 5%
4 Travel and expense management. 4 4%
5 All the above. 73 73%
6 Total 100 100%
From the above table and graph there are 100 respondents where 73 respondents have preferred all the features and constituting 73% and 17respondents have preferred attendance mgmt. and constitutes 17%.
Table showing response for
What are the different solutions for managing admin functions you are aware of?
SL. No Particulars Respondents Percentage
1 Manual note book
54 54%
2 Smart phone based.

16 16%
3 Desktop based.

10 10%
4 Others
20 20%
5 Total 100 100%
From the above table and graph there are 100 respondents, where 54 respondents were aware of manual solution and constituting 54% and 16respondents were aware of smart phone solution. And constitutes 16%.
Table showing response for
Which Parameter of smart phone based solution is the most important as per you?
SL. No Particulars Respondents Percentage
1 Ease of usage 16 16%
2 Security 27 27%
3 Time saving 13 13%
4 Cost saving 20 20%
5 Efficiency 24 24%
6 Total 100 100%
From the above table and graph there are 100 respondents, where 27 respondents selected
Security and constituting 27% and 24 respondents selected efficiency. And constitutes 24%.
Rate the satisfaction level of your current solution for admin functions.

2709164103Very satisfied.



2689603200Very unsatisfied.

What is the biggest concern for using smart phone based solution for admin functions.

2645035080Data storage
2599435080Additional cost
2583305715Technical breakdown
2544075715Acceptance of new tech
On an average how many visitors do you get in a month?
23939519506less then10
Do you maintain a record of your visitors?

How do you record the details of your visitor?
24787951764Do not record it.

23876053148Manual note book.
23651256438Excel sheet.

How satisfied you would be if we tell you that all the details of your visitors will automatically recorded and you can access the report any time anywhere.

2706626680Very satisfied.



26306812929Very unsatisfied.

How satisfied you would be if we tell you that your visitors can self-check in, verify their phone numbers and capture photographs for security.

26334736830Very satisfied.



2675646007Very unsatisfied.

Do you have attendance marking for your employees?
How do your employees mark attendance?
30670562267Manual register
30543556959Bio matric
30913148132Smart phone
Does your existing attendance system has remote location feature?
How satisfied you would be if we tell you that all the details of your employees attendance will automatically recorded and you can access the report any time anywhere.

29090625146Very satisfied.



27569211430Very unsatisfied.

How satisfied you would be if we tell you that your employees can mark there attendance through their smart phones, verify their remote location and can check their attendance report any time anywhere.

28407361631Very satisfied.




28425225692Very unsatisfied
Do you feel you should have travel and expense management solution in your smart phone?
Do you feel you should have canteen management solution in your smart phone?
Do you feel shifting to smart phone based solution if you get all the 4 features at one place?
289629550240Always s
Would you buy our solution with all the 4 features if it fits into your budget?
How do you feel about solution?


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