Project Report on Market Survey on Brand Equity

A STUDY ON MARKET SURVEY ON THE BRAND EQUITYTABLE OF CONTENTS

CHAPTERLIST OF TABLES I LIST OF CHARTS INTRODUCTION

TITLE

PAGE NO

1 1 9 11 12 16 35 36 37

1.1 Profile of Organization II III IV V VI VII VIII REVIEW OF LITERATURE OBJECTIVES RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION FINDINGS OF THE STUDY

CONCLUSION AND SUGGESTIONLIMITATIONS OF THE STUDY ANNEXURES

IX

9.1 QUESTIONNAIRE 9.2 BIBILIOGRAPHY

38 39 40

LIST OF TABLE

S.no 1 S.no 2 1 3 2 34 45 5 6 6 7 7 88 9 9 10 10 11 12 11 13 12 14 13 15 14 16 15 17 16 18 17 19

NAME OF THE CHART Respondents of gender NAME OF THE TABLE Occupation Table showing respondents gender Based on favorite brand Table showing of the Respondents occupation How long consume Table showing favorite brand How did know the brand Table showing how long consume Table showing respondents know the brand Based on selecting the brand Table Based on selecting the brand Recent period purchase Table showing recent period purchase Table showing satisfied the quality Satisfied the quality Table based on channel purchase Based on channel purchase Table showing reason for using brand Reason for using brand Table showing based on opinion price Table showing based on strong brand image Based on opinion price Table showing based on discount provide Strong brand image Table showing based switch over to other brand Based on discount provide The table based on if yes means Switch over to other brand Table showing Suggest buy this brand If yes means Table based on comments on quality Suggest buy this brand

Page No 16 Page No 17 16 18 17 19 18 20 19 20 21 21 22 22 23 23 24 24 25 25 26 27 26 28 27 29 28 30 29 31 30 32 31 33 32 34

Weighted average method

Based on Correlation comments on quality

LIST OF CHARTS

CHAPTER-I 1.1 INTRODUCTION PROFILE OF THE ORGANISATION GROWTH OF TEXTILE INDUSTRYThe birth of cotton textile industry can be traced back to the year 1818, When for the first time a mill was started in Calcutta. But its real foundation was laid in Bombay with a mill set up in 1853 under PARSI Management. Early years marked a rapid progress and number of cotton mil1s increased up In Ahemedabad, Sholapur and Nagpur. In 1951 the total number of mills in this Industry was only 378 of which 103 where spinning and 275 were composite Mills. The number of cotton textile mill increased to 1051 in 1990; of this 770Were spinning mills .and 281 composite mills. The total investment in the fixed assets is 1300 crores. It contributes for about 25% of total exports. In pondicherry, the first spinning mill which started its operation be Desbarsyns de Richement', Governor of French rule at that time in 1827 on the western style. In 1828 Blin and Delbruck are businessmen of France have stared another spinning mill in PondiCherry with a production capacity ofabout700 Kg per day, and provided employment for 225 workers. Thus the organized mill sector provides employment to more than one million people in the country and about l/5th of the total employed in manufacturing industry. Its contribution of government revenue and to export earnings is substantial. 1.1.2 HISTORY OF THE MILL The pondicherry Co-operative Spinning Mills was registered as cooperative Society under the pondicherry co-operative societies Act 1972 during the year 1979. This spinning mill is the first type of its kind in its venture in the union territory of Pondicherry. The society has been registered on 28-12-1979, the actual functioning commenced in the year 1984. The factory is situated 22 Kms away from pondicherry in the National Highways 45-A, between Pondicherry and Villupuram in the Village Thirubuvanai. The foundation stone for the Mill was laid on 10.08.1981 by the then Chief Minister of Pondicherry and the factory was inaugurated by the then his. Excellency T.P. Twari, Lt.

Governor of Pondicherry on 16.11.1984. The trial production was made on 12.2.1984 and the Commercial production was started on 19.3.84. The mills Spindale was 25080 only. The Mill has achieved its full spinning capacity in the year 1987.

1.1.3 MEMBERSHIPThe Mill was started with 138. Members with a share capital of Rs.79, 9001- at the beginning and at Present there are 815 members with a share capital of Rs .689.31lakhs comprising as the following.

Particular "A" Handloom weavers co-op Societies Other Co-operative Societies Individuals Government of Pondicherry

Membership

Share Capital (in lakhs)

14 69 731 1 815

.

4.45 3.72 6.64 674.50 689.31

"B" "C" "D"

1.1.4 AWARDS COMPLEMENTED BY THE AIFCOSPIN Among all the co-operatives in India, the Pondicherry Co-operative Spinning Mills has been identified as No.1 Mill for its profitability, Machine productivity, Net profit and Labour productivity. The Position placed by the Mill from 1987-88 to 1990-91 is detailed below:

AIFCOSPIN - All India Federation for Co-operative Spinning Mill- Bombay,It has awarded many awards. The position placed by the mill from 1987-88 to 90-91

Year 1987-88 1988-89

Selection Criteria Spindle Profit Spindle Profit .

Position I I

1989-90

Spindle Profit . Machine Productivity Productivity per Spindle Shift

I II III I II II III

1990-91

Spindle Profit Cash gain per spindle Machine Productivity Labour Productivity

1.1.5 EXPANSION PROGRAMMEThe licensed capacity of the Mill is 39, 192-spindle unit. The installed capacity is 35,160 spindles with an average count of 40's to 6s. By the year2001, the remaining capacity of 4,032 spindles will be erected.

1.1.6 PROCESS OF MANUFACTURINGThe Pondicherry co-operative spinning mills ltd. is processing with its Licensed capacity

SPINNINGThe process of spinning starts with ginning. Ginning is process by which Seeds are removed from the raw cotton. In this mill, the ginned cotton is directly purchased and so that the ginning is not carried on and the remaining .Process is followed as usual. MIXING AND BLOW ROOM Raw cotton is received at the mill in highly compressed bales. Bales of different varieties are opened at time and layer of cotton from each bale is fed alternatively, into the machine with a view to obtain uniform blend. It is cleaned in blow room line. CARDING The blow room lap is fed into carding machine. The cotton is subject to the action of sharp wire points of licker cylinder, doffer and flatter resulting in 'the further removal of neps and waste. After processing in, comes out in the cane.

DRAWING On the drawing frame, a uniform sliver lab is produced- by 6 to 8 card sliver and

drafting them proportionately. Here parallelization of fibers is achieved and this process is repeated twice for carded yam and the sliver lab is then fed to the speed frame. SPEED FRAMES This term' Speed frames' is used to designate a group of machines in which cotton in the form of drawing sliver is reduced to a much smaller size by drafting and a slight twist. RING FRAMES The final yam is spun on ring frames by drafting and twisting the rove from the speed frames. The drafts and twist .varies depending on the count and quality of yam required. DOUBLING Generally two yam threads are sending parallel on single cone on a doublers winding machine. Thereafter such yam is twisted together on a ring doubling machine to form a double yam. 1.1.7 BUSINESS The mill shall purchase the cotton required by spinning. The mill shall produce such kinds of cotton yarn and staple fiber yarn as are required by the weaving units, by the weavers in union territory of pondicherry and by others. The yam required by the pondicherry state weavers co-operative societies and other primary weavers co-operative societies shall ordinarily be supplied by the mills. The Board of director may appoint necessary agent brokers etc on such terms and may be agreed upon for canvassing order.

1.1.8 FUNCTION OF THE MILL

The Pondicherry co-operative spinning mill is running with 3shifts. The production process is non stop. The first shift timing is from 7 00A.M. to 3.30 P.M., The second shift is from 3.30 P.M .to 12.00MID NIGHT .And the third shift is from 12 MID NIGHT to 7.00 A.M. with a half -an- hour break for workers but not for production .Nearly 630 workers are working in the mill.

1.1.9 MANAGEMENTPondicherry co-operative spinning mills ltd is governed by laws its is managed by an Administrator, who is is I.A.S.officer and he is appointed by the Government of Pondicherry.

ORGANISZTION CHART

ADMINSTRATOR Managing Director

Administration & Finance

Production Wing

Labour Officer

Admn. Manager

Controller of Accounts

Asst. Spinning Master (Maint)

Asst Spinning Master. (Qlty. cntrl)

Elec. Engineer

Clerks

Clerks

Supervisor for Prodn & Maintenance

Quality Control wing

Engineering wing

Masteries & Workers

ORGANISATION STRUCTUREThe organizational functions of the mill is divided into five namely, Production wing Quality control wing Engineering wing Maintenance wing Accounts and finance wing. Administration wing

PRODUCTION WING

The major activity concerned in the mill is production of yarn from raw Cotton. In this mill, the machineries and materials are equipped to produce yarn from the count range 305 to 1005. The Asst. Spinning Master (Maintenance & production) is in charge for the production wing. The supervisors in the production will look after the process of production in different stages. 6 staffs and 540 workers are working in production wing.

QUALITY CONTROL WINGThe main responsibility of this wing is to check the quality of yam and quality of raw materials. Asst. Spinning Master (Quality Control) is in charge for this wing. All the incoming raw materials and outgoing yam are checked in quality point of view. In this wing, nearly 10 staffs are working.

ENGINEERING WINGThis wing takes care of all electrical equipments and fittings in the organization. It also takes all preventive measures. An Electrical Engineer heads this wing. A group of 21 workers are worked in this department under the control of the Electrical Engineer

MAINTENANCE WINGThis wing is functioning under the head of Asst. Spinning Master (maintenance). This wing is taking care of maintenance of all machineries in the mills. This will take measures to maintain the machinery in good working condition. One staff and 68 workers are functioning in this wing.

ACCOUNTS AND FINANCE WING

The finance and accounts wing is playing an important role in this organization. This wing maintains a systematic record of the daily events of business. It also maintains records of all financial transactions to find out the profit or loss during the year, and to know the correct financial status of the mill. All payments and receipts are taken care by this wing. The controller of accounts heads this department and three staffs are working in this department

1.1.10 ADMINISTARATION WINGAdministrative manager is in charge for administrative wing. This department carries on purchases, sales stores and other administrative functions 31 staff are working in the wing All the department (wings)are under the direct control and supervision of the Managing director .the administrative manager and concerned department head shall be consulted by the Managing director in all matters , where ever and when ever deemed necessary and their comment shall be consider while framing a policy decision.

CHAPTER-II REVIEW OF LITERATUREBrand equity Brand is a name or symbol used to identified the source of a product when developing a new product. Branding is on important decision .the brand can add significant value when its well recognized and as positive association in the mind of the consumer this concept is referred to as brand equity Brand According to American marketing association a brand is defined as the use of name term symbol or design, or some combination of these to identify the product of a certain seller from those of competitors a brand identifies the product from buyers. A seller can earn the goodwill and have the patronage repeated. Branding is the management process by which a product is branded it covers activities such as giving a brand name to a product, designing a brand mark and establishing and popularizing it. Brand makes it easy for consumer to identify products or services. It is a powerful instrument of demand creation and retention Brand loyalty It is the act of selective repeat purchasing of a brand. Once a consumer has developed a brand loyalty, it is hard to change his attitude towards that brand Brand switching Brand switching can be defined as the changing of consumer preference and use from one brand to another brand of a product quality, price ect. Brand equity Brand equity is an asset. Brand equity refer tot the power of brand in the market place. A powerful brand has high brand equity and customers will stick to that brand. A weak brand has less brand equity and customer major contributor to customer equity. The proper focus of

marketing planning is to extend customer life time value, with brand management serving as a major marketing tool.

Strength of brand equity to a company Strong brand equity offers the following advantages to accompany. The company will have more trade leverage in bargaining with distributors and

retailers and because customers except them to carry the brand. The company cans a charge a higher price than its competitors because the brand carries high perceived quality. The company cans more easily launch extensions because the brand name carries high credibility. The brand offers the company some defense against price competition.

CHAPTER-III

OBJECTIVE OF THE STUDYPrimary objective The main objective of the study is to determine the brand equity of pondicherry cooperative spinning mills ltd.

Secondary objectives In order to study the above primary objective the following secondary objective have been proposed

To find out customer preference about spin co To study awareness of brand switch To study factor influencing brand power of spin co To determine the most important factor which influencing purchasing decision To offer suggestion to the spin co & to improve its activities

CHAPTER-IV RESEARCH METHODOLOGY

4.1 RESEARCH DESIGN A research design is the arrangement of conditions for collection and analysis data in a manner that aims to combine relevance to the researcher purpose with economy in procedure. It constitutes the blueprint for the collection, measurement and analysis of data. As such the design includes an outline of what the researcher will do form writing the hypothesis and its operational implication to the final analysis of data.

More explicitly, the design decisions happen to be in respect of; What is the study about? Why is the study being made? Where will the study be carried out? What type of data is required? Where can the data are found? What periods of time will the study include? What will be the sample design? How will the data be analyzed? In what style will the report be prepared? What techniques of data collection will be used? The Research Design undertaken for the study is Descriptive one. A study, which wants to portray the characteristics of a group or individuals or situation, is known as Descriptive study. It is mostly qualitative in nature.

4.2 TYPES OF DATA COLLECTED Primary Data Questionnaires are prepared and telephone, personal interview was conducted. Most of the questions are consist of multiple choices. The structured interview method was undertaken. The interview was conducted in English as well as in Tamil. Proper care was taken to frame the interview schedule in such a manner it should be easily understood in view of educational level of the customer & agent. Generally 50 questions are prepared and asked to the customer and agent

Secondary Data Secondary data was collected from Internets, various books, Journals, and Company Records.

4.3 QUESTIONNAIRE CONSTRUCTION Questionnaires were constructed based on the following types Open ended questions Close ended questions Multiple choice questions

4.5 DEFINING THE POPULATIONS The Population or Universe can be Finite or infinite. The population is said to be finite if it consist of a fixed number of elements so that it is possible to enumerate it in its totality. So In this projects consist of finite population. 4.6 SAMPLING PLAN A sampling plan is a definite design for obtaining a sample from the sampling frame. It refers to the technique or the procedure the researcher would adopt in selecting some sampling

units from which inferences about the population is drawn. Sampling design is determined before any data are collected. Convenient Sampling technique was adopted. In this method the researcher select those units of the population in the sample, which appear convenient to him or the management of the organization where he is conducting research.

4.7 DESCRIPTION OF STATISTICAL TOOLS USED Percentage method Chi-square test Correlation and Weighted average method. PERCENTAGE METHOD In this project Percentage method test was used. The percentage method is used to know the accurate percentages of the data we took, it is easy to graph out through the percentages. The following are the formula No of Respondent Percentage of Respondent = Total no. of Respondents From the above formula, we can get percentages of the data given by the respondents. CHI-SQUARE ANALYSIS In this project chi-square test was used. This is an analysis of technique which analyzed the stated data in the project. It analysis the assumed data and calculated in the study. The Chisquare test is an important test amongst the several tests of significant developed by statistical. Chi-square, symbolically written as x2 (Pronounce as Ki-Spare), is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. Formula (O-E) 2 2 = E x 100

O E

= =

Observed frequency Expected frequency

4.8 WEIGHTED AVERAGE METHOD Weighted average can be defined as an average whose component items are multiplied by certain values (weights) and the aggregate of the products are divided by the total of weights. One of the limitations of simple arithmetic mean is that it gives equal importance to all the items of the distribution. In certain cases relative importance of all the items in the distribution is not the same. Where the importance of the items varies. It is essential to allocate weight applied but may vary in different cases. Thus weightage is a number standing for the relative importance of the

CHAPTER-V DATA ANALYSIS & INTERPRETATIONTABLE NO 5.1 Respondents based on the sex The data collected is tabulated and analyzed as follows

particulars Male Female Total Sources:- Primary data

Frequency 43 7 50

Percentage 86.0 14.0 100.0

Inference:Out of the total 50 respondents surveyed 86%of the respondents (a maximum) had male 14% of the respondents had female CHART NO: 5.1

sex50

40

30

20

Frequency

10

0 male f emale

sex

TABLE NO: 5.2 Respondents based on occupation

particularsCustomer Agent Total

Frequency40 10 50

Percentage80.0 20.0 100.0

Sources:- Primary data

Inference:Play on important role in influencing the buyers characteristics on brand out of the 50 respondents 80%of the total customer. 20% of the agent.

CHART NO: 5. 2

occuption50

40

30

20

Frequency

10

0 customer agent

occuption

TABLE NO: 5. 3 Respondents based on favorite brand

particularsSpin co Aft Others Total

Frequency27 15 8 50

Percentage54.0 30.0 16.0 100.0


Inference:Favorite brand is the important factor which influence the consumer purchase decision process 54% of the respondents brand choice has been spin co brand 30% of the respondents brand choice has been AFT brand 16% of the respondents brand choice has been others.

CHART NO: 5.3

whate is your favorite brand30

20

10

Frequency

0 spinco AFT others

whate is your favorite brand

TABLE NO: 5.4

Respondents based on how long consume particulars5-yr 5-10yr 10-15yr 15-20 Total

Frequency10 22 14 4 50

Percentage20.0 44.0 28.0 8.0 100.0


Inference:Out of the total 50 respondents surveyed 44% of the respondents (a maximum) Had purchased 5-10 yr 28% of the respondents had purchase 10-15yr.

CHART NO : 5.4

how long do you consume this brand for business purpose30

20

10

Frequency

0 5-yr 5-10yr 10-15yr 15-20

how long do you consume this brand for business purpose

TABLE NO: 5.5 Respondents based on how did know the brand particularsPrint media Visual media Friends Agent Other Total

Frequency12 12 8 16 2 50

Percentage24.0 24.0 16.0 32.0 4.0 100.0


Inference:Most of the respondents may know the brand for agent 32% 24% of the respondents may know print &visual media

CHART NO: 5. 5

how did you come to know about the brand20

10

Frequency

0 primt media visual media friends agent other

how did you come to know about the brand

TABLE NO: 5.6

Respondents based on selecting the brand particularsQuality Price Brand name Total

Frequency22 22 5 50

Percentage44.0 44.0 10.0 100.0


Inference:Most of the respondents selecting the brand 44% belong to the quality & price 10% of the respondents belong to the brand name

CHART NO: 5. 6

in what basis you are selecting the brand30

20

10

Frequency

0 quality price brand name

in what basis you are selecting the brand

TABLE NO: 5.7

Respondents based on recent period purchase particularsSpin co Aft Others Total Frequency 26 19 5 50 Percentage 52.0 38.0 10.0 100.0


Inference:The above table infers that 52% belong to the spin co brand, 38% belong to the AFT brand, 10% belong to the others.

CHART NO: 5.7

in recent period which brandyou hane purchase30

20

10

Frequency

0 spinco AFT others

in recent period which brandyou hane purchase

TABLE NO: 5.8

Respondents based on satisfied the quality

particularsHighly satisfied Satisfied Neutral Total

Frequency 21 20 9 50

Percentage 42.0 40.0 18.0 100.0


Inference:42% of the customers are highly satisfied,40 of the customers are satisfied & other 18% of customers are neutral.

CHART NO: 5.8

are you satisfied with the quality of the brand30

20

10

Frequency

0 highly satisfied satisfied neutral

are you satisfied with the quality of the brand

TABLE NO: 5.9 Respondents based on channel of purchase particularsDirectly From The Company 23 From The Agent 50 Total 100.0 46.0 Frequency 27 Percentage 54.0


Inference:The above table infer that 54% of purchase directly from the company, 46% of purchase from the agent.

CHART NO: 5.9

channal of purchase30

20

Frequency

10

0 directly fromthe co from the agent 3 11

channal of purchase

TABLE NO: 5.10

Respondents based on reason for using brand

particularsQuick sales Cost benefit Traditional purchasing Total


Percentage 36.0 58.0 6.0 100.0


Inference:The above table infers that 36%of quick sales, 58%of cost benefit, & 6% of traditional purchase.

CHART NO: 5.10

please specify the reason for using this brand30

20

10

Frequency

0 quick sales cost benefit traditional oa purch 4

please specify the reason for using this brand

TABLE NO: 5.11

Respondents based on opinion on price particularsVery high High Normal Low Total Frequency 11 16 20 3 50 Percentage 22.0 32.0 40.0 6.0 100.0


Inference:

The most respondents may opinion on price 40% normal, 32%respondents high, 22%have very high

CHART NO: 5.11

your opinion on availability of spinco brand in the market40

30

20

Frequency

10


your opinion on availability of spinco brand in the market

TABLE NO: 5.12 Respondents based on strong brand image

particularsYes No Total

Frequency 28 22 50

Percentage 56.0 44.0 100.0


Inference:From above table shows that frequency of strong brand image is 56% of yes and 44% of no.

CHART NO: 5.12

whether spinco is having a strong brand image30

20

10

Frequency

0 yes no 3

whether spinco is having a strong brand image

TABLE NO: 5.13 Respondents based on discount provide

particularsHighly satisfied Satisfied Neutral Total


Percentage 34.0 48.0 18.0 100.0


Inference:

The total number of respondents 50, discount provide they satisfied 48%, 34%belong highly satisfied ,18%belong to the neutral

CHART NO: 5.13

are you satisfied withthe discount provide by the spinco30

20

10

Frequency


are you satisfied withthe discount provide by the spinco

TABLE NO: 5.14

Respondents based on switch over to other brand

particularsYes No Total

Frequency 19 31 50

Percentage 38.0 62.0 100.0


Inference:The above table infers that 62% of the respondents belong to the No, 38%of the belong to the yes.

CHART NO: 5.14

do you like to switch over from this brand to other brand40

30

20

Frequency

10

0 yes no

do you like to switch over from this brand to other brand

TABLE NO: 5.15 Respondents based on if yes

particularsQuality Price Credit Customer satisfaction Other Total

Frequency 5 11 7 1 26 50

Percentage 10.0 22.0 14.0 2.0 52.0 100.0


Inference:The above table infers 52% of the others, price will be more 22%,credit belong to the 14%

CHART NO: 5.15

if yes means30

20

10

Frequency

0 quality price credit customer satifaction other

if yes means

TABLE NO: 5.16 Respondents based on suggest buy this brand

particularsYes No Some time Total


Percentage 40.0 22.0 38.0 100.0


Inference:

The above table infers that 40% belong to the Yes, 38% belongs to the some time 22% belong to the No

CHART NO: 5.16

do you suggeust your friend and relatives to buy this brand30

20

10

Frequency

0 yes no some time

do you suggeust your friend and relatives to buy this brand

TABLE NO: 5.17 Respondents based on comments on quality

particularsSuperior then competitor Equal to competitor Inferior to competitor Total


Percentage 36.0 54.0 10.0 100.0


Inference:

Out of the total 50 respondents surveyed 54% of the respondents (a maximum) had comments of equal to competitor,36% of the respondents had superior than competitor 10% of the respondents belong to inferior to competitor.

CHART NO: 5.17

give me your comments on the quality of spinco brand30

20

10

Frequency

0 superior then compet equal to competitor inferior to competit

give me your comments on the quality of spinco brand

5.18 WEIGHTED AVEAGE METHODThe Respondents are asked about some factors Listed below in the organization Factors Satisfied the quality Viability Discount provide Point Weight age Factors Satisfied the quality Availability Discount provide 3 H.S 45 30 33 H.S 15 10 11 2 S 46 52 56 S 23 26 29 1 N 12 14 10 N 12 14 10 Total 50 50 50

Total 103 96 99

Average 2.06 1.92 1.98

Rank 1 3 2

Inference:The Value obtained is in positive where it inters that a change in one variable was on opposite change in another variable from the correlation analyses it is interred that when the customers understand about their then they adopt to the organization

5.19 CORRELATIONSatisfied with Discount provide by the spin co X 11 29 10 x = 50 Opinion on the price of spin co Y 10 26 14 y = 50 X2 Y2 XY

121 841 100 2 x = 1062

100 676 196 2 y = 972

110 754 140 xy = 1004

r

=

(xy x N) (x x y)x2 x N (x2) y2 x N (y)2

=

(1004 x 3) (50 x 50) 1062 x3 (50)2 972x 3 (50)2

=

3012 2500 3186 2500 2916 2500

=

512

=

512 235,376

686x 416 = 512 534

= + 0.95

CHAPTER VI

FINDINGS OF THE STUDY surveyed 86%of the respondent (a maximum) had male 80%of the total customer. 20% of the agent 54% of the respondents brand choice has been spin co brand surveyed 44% of the respondents (a maximum) Had purchased 5-10 yr Most of the respondents may know the brand for agent 32% The respondents selecting the brand 44% belong to the quality & price 10% of the respondents

The above table infers that 52% belong to the spin co brand, 38% belong to the AFT satisfied

The above table infer that 54% of purchase directly from the company The above table infers that 36%of quick sales, 58%of cost benefit The most respondents may opinion on price 40% normal, 32%respondents high From above table shows that frequency of strong brand image is 56% of yes and 44% of no The total number of respondents 50, discount provide they satisfied 48% The above table infers that 62% of the respondents belong to the No, 38%of the belong to the yes.

The above table infers 52% of the others, price will be more 22%,credit belong to the 14% The above table infers that 40% belong to the Yes, 38% belongs to the some time 22% belong to the No

CHAPTER VII

CONCLUSION & SUGGESTION

From this study we found that most of the customer and agent prefer from cone yarn product because it provides quickly finished product.

Only some of the agent are well-known with the cone yarn product and other customer does not have even the basic awareness about the hank product also those agent who are having the hank product because it gives very slow of finished product while comparing to cone yarn product

Consumer will switch for the reasons for increase in their purchase ability or income, discounts offered by competitive companies

Thus the product shows variety seeking buying behaviors among the consumer and hence the brand switching attitude in high. This is unavailable

CHAPTER VIII

LIMITATION OF THE STUDY

Due to shortage of time we did not meet more respondents As spinco is enjoys a high brand equity in the might bias the findings most of the customer did not spend more time in the questionnaire so it might affect the quality of the data collection

The study is based upon small population like 50 sample

ANNEXURES 9.1 QUESTIONNAIRE A STUDY ON MARKET SURVEY ON THE BRAND EQUITY OF PONDICHERRY CO OPERATIVE SPINNING MILLS LTD THIRUBUVANI QUESTIONNAIRE Name: Age: Sex: Occupation a) customer b) agent

Name of the Organization:1. What is your favorite brand?

a) Spin co b) AFT c) others.2. How long do you consume this brand for business purpose? a) 5-Yr b) 5-10 Yr c) 10-15 Yr d) 15-20 Yr e) >20Yr

3. How did you come to know about the brand? a) Print Media b) Visual Media c) Friends d) Agent e) Others 4. In what basis you are selecting the brand? a) Quality b) Price c) Brand name.

5. In recent period which brand you have purchase? a) Spin co b) AFT c) others

6. What comes to your mind when, I say Spinco

7. Are you satisfied with the quality of the brand? a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly Dissatisfied

8. Channel of purchase? a) Directly from the company b) From the agent 9. Please specify the reason for using this brand? a) Quick sales b) Cost benefit c) Traditional of purchasing availability

10. Your opinion on the price of Spinco product? a) Very high b) High c) Normal d) Low e) Very low

11. Your opinion on availability of Spinco brand in the market? a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly Dissatisfied 12. Whether Spin co is having a Strong Brand Image? a) Yes b) No

13. Are you Satisfied with the discount provide by the Spinco? a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly Dissatisfied 14. Do you like to switch over from this brand to other brand? a) Yes b) No a) If yes Means, The Reason For to Switch Over a) Quality b) Price c) Credit d) Customer Satisfaction e) Others 15. Do you suggest your friend and relatives to buy this brand? a) Yes b) No c) Some time

16. Give me your comments on the quality of Spinco brand? a) Superior then competitor b) Equal to competitor c) Inferior to competitor 17. Any suggestion on Spinco _______________________________________________________________ ________________________________________________________

9.2 BIBILIOGRAPHY

BOOKS1.Marketing Management Philip Kotler [PRENTICE HALL OF INDIA PVT,LTD NEW DELHI-110001,2003.] 11th EDITION 2. Research Methodology C.R.Kothari[NEW AGE INTERNATIONAL(P)LIMITED,HYDERABAD] 2ND EDITION. 3. Marketing Dr N. Rajan and sanjith.R.Nair[SULTAN CHAND&SONS Daryaganj New Delhi-110002,1987]6th EDITION. 4. Marketing Management S.A.Sherleker[PRENTICE HALL OF INDIA PVT,LTD NEW DELHI-110001,2003.] 1stEDITION

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Project Report on Market Survey on Brand Equity

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