HET’S IMS COLLEGE Project On “ A STUDY ON RETAILERS PERCEPTION ON HYDERABAD INDUSTRIES LIMITED” Submitted in partial fulfillment of the requirements for the award of MBA With specialization in marketing Submitted by Mr. vijay kumar.m Reg.No: MBA/08/68 Under the Guidance of
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HET’S IMS COLLEGE
Project On
“ A STUDY ON RETAILERS PERCEPTION
ON HYDERABAD INDUSTRIES LIMITED”
Submitted in partial fulfillment of the requirements for the award of
MBA
With specialization in
marketing
Submitted by
Mr. vijay kumar.m
Reg.No: MBA/08/68
Under the Guidance of
Mr. SohilNaragundkar
Indian Institute of Business Management
S NO Index Page NO
Chapter 1 Rationale for the study 1
Chapter 2 Objective of the study
Title of the Project
Objective of the study
Scope of the study
2-3
Chapter 3 Profile of the Company 4-18
Chapter 4 Theoretical Perceptive 19-26
Chapter 5 Research Methodology
Research Design
Data collection methods
27-29
Chapter 6 Data analysis and interpretations 30-84
Chapter 7 Findings 85-89
Chapter 8 Limitations 90-91
Chapter 9 Expected contribution from the study 92-93
Certificate
This is to certify that the dissertation work title…………………………………………………..……..….……is a confide work carried out by …………………………………………………………….
a candidate for the award of Master Program for Business Administration/ Executive Master Program for Business Administration of Indian Institute of Business Management, Pune Under my guidance and direction.
Date: ..................... Signature of guide
Place: ………….. Name: ………………………...
Designation: ………………...
Declaration
I the student studying in MBA Third Tri-semester here by declare that the
project work entitled “a study on retailers perception on “ Hyderabad
industries limited”
successfully completed and submitted by me. Under the guidance of
Mr.ShoilNaragundkar Prof, HET’s INSTITUTE OF MANAGEMENT STUDIES. This
is my original work and has not been submitted earlier to any other Institution.
The report is for the fulfillment of the vi th Tri-semester MBA. The
Matter in this report is based on the data collected by me at” a study on
retailers perception on hyderabad industries limited”
in BANGLORE.
Signature
Vijay kumar.m
Place:
Date: 10 /08/2010
Acknowledgement
A task or project cannot be completed alone. It requires the effort of many
individuals. I take this opportunity to thank all those who helped me complete
this project.
I express my sincere gratitude to Mr. SohilNaragundkar
for giving us the opportunity to undergo this project. I further thank his for
lending a helping hand when it came to solving my problems related to the
project. This project would not have been possible without his valuable time
and support.
I also thank IMS Business School for an opportunity to undertake a Soft skills
project at the start of our MBA course which helped us to understand deeply for
those topics which are untouched.
This project is an attempt to talk about the Scenario of Retailing and its
Operations in India.
Any suggestions to improve are always welcome
RATIOALE for the study
RATIOALE for the study
Demographics continue to show a positive report to spur retailing growth. Consumers aged 20-45
years is emerging as the fastest growing consumer group and the mean age of Indians is now pegged
at 27, a mean age that reinforces spending across all the retailing channels of grocery, non-grocery
and non-store.
The government stance of protecting local retailers and prohibiting 100% foreign direct investment
in retailing continued in 2005, restraining international retailers' entry. However, there was gradual
economic reform, giving way to easier and faster franchising agreements as well as the loosening of
zonal regulations on retail expansion, thus stimulating retailing.
Non-store retailing is expected to continue its fast-paced growth from a miniscule base. Across all
channels, growth in retailing is expected to be boosted heightened competition during the forecast
period due to the growing.
Objective of the study
Title of the Project
“A Study On Retailers Perception On Hyderabad Industries Limited”
Objective of the study
1. To study the retailers perception of H I L product
2. . To study Retailer behavior in selecting H I L product
3. To study the importance of H I L market
4. To Study the different Products of H I L
Scope of the study
Date of study: june 2010.
Place of study:Banglore city
The study is conducted in BANGLORE city covering a sample size of Twenty Retailers. The
study took about two months for completion and collection of primary data and secondary data.
The selection of sample was on the basis of area sampling. Fifteen areas were selected according
to the population density, which were considered to be prime areas in the city. All the retailers in
each area were interviewed with structured questionnaire and also a direct in-depth interview,
With additional question, in order to fulfill the objectives of the research. The various areas
Covered for the studies are:
Profile of the Company
COMPANY PROFILE
Hyderabad Industries Limited is a flagship Company of the C.K.Birla group of
Companies, incorporated on 17th June 1946. HIL has blazed a pioneering
path in the building products industry. HIL has led the cement industry for
well over five decades. Today HIL is a multi product, multi locational
organization with a formidable network of branches, depots, stockists and
personnel spread all over India.
HIL being backed by the ornagisational and technical expertise of the Birlas,
also has a Board of directors comprising experienced personnel from
Business, Finance and Industry. The Board is chaired by Mr.C.K.Birla.
HIL’s product range include Fibre Cement roofing sheets in the name of
CHARMINAR,
Autoclaved Aerated Concrete Blocks and Panels called AEROCON, Calcium
Silicate insulation product called HYSIL, Jointing material for Gaskets and
Plant and machinery for these products.
H I L Vision
To become a global player in buildingproducts and infrastructure industry
with a commitment to provideenvironment friendly products and
follow green and safe practices.
Abhaya Shankar
Managing Director
H I L Mission
Enhance long term shareholder value
Quick to adapt, change, improve and innovate.
Provide environment friendly products
Deliver products and services to meet or exceed customer expectations
Foster employee engagement through learning, teamwork, collective wisdom and empowerment.
Establish a corporate culture and a set of values which employees and other stake holders are proud of.
Implement global best practices in Safety, Health and Environment
Meet our goals on Corporate Social Responsibility
Abhaya Shankar
Managing Director
H I L Values
Moral and Ethical principles
Integrity and Trust
Responsibility and Accountability
Care and Respect
Fair and Transparent
Non-Political and non-Bureaucratic
Abhaya Shankar
Managing Director
Theoretical Perceptive
Product profile
CHARMINAR ROOFING SHEETS
Charminar AC Roofing Sheets have been the No.1 roofing sheets of choice for more
than 50 years now. Providing roofing to millions of low cost houses and to industries,
commercial businesses and for several public utilities. Charminar sheets are widely
Convenience sampling under non-probability sampling method has been adopted for this study.
The total sample size of 100 respondents has been selected randomly from Belgaum city. All these
respondents have been personally met by the researcher for collecting primary data.
RESEARCH METHODOLOGY:
DATA SOURCE: Primary Data (From questionnaire and personal interaction).
SECONDARY DATA: Organization records.
RESEARCH APPROACH: Survey method.
RESEARCH INSTRUMENT: Questionnaire.
SAMPLE PLAN: Personal Interview
SAMPLE UNIT: People from banglore City.
SAMPLING METHOD: Stratified probability sampling.
SAMPLE SIZE: 100
SOFTWARE USED: Data analysis will be done through SPSS software.
Data collection methods
1. Literature survey: In this method I went through the documents & files given to me by the
company.
2. Observational method: I carried out this method to get the first hand information. I observed
what is carried out in the company and the respondent’s attitude towards the product.
3. Individual interviews: This is a time consuming method. I personally met individual
respondent & interacted with them about their opinion towards Deccan Herald. This gave me
a clear overview of their attitude towards the product (H I L ).
Data analysis and interpretations
Results & Discussions with Graphs and Charts
The following results were obtained after conducting the survey which will be explained with the help of
graphs and charts.
. which is the more sellable product in your shop?
..Seporex Indiblock Aerocon blocks HAL0
1
2
3
4
5
6
7
8
9
Series1
.Point of purchase’s displayed for HIL Products
Posters Display Pamphlets Magazines0
2
4
6
8
10
12
14
16
Series1
your opinion about HIL Product
VrygoodGoodAverage
. How is the service of HIL?
ExcellentVery Good Good Average
Does your customer ask for any particular brand?
yes No0
2
4
6
8
10
12
14
16
18
20
Series1
Time taken by the retailers forpurchase decision (with reference to h i l product
0-5 10-Jan 15-200
2
4
6
8
10
12
14
16
total
total
Findings
1. According to retailers it is clear that HIL has got the higher customer
preference in the market than other brands
2. In some places the dealers influenced the customers to buy a certain brand of
, and pushed certain brands which gave them more margins
3. The sales people played a major role, as they have more interactions with the
customers they formed a key factor in pushing a company.s product.
4. The following are the findings, got from the face to face interview with the
retailer with out a structured questionnaire
5. Retailers, when asked about source from which they came to know about the
H I L product
6. 55% of the retailers responded that they came to know about the product
through the launch campaign conducted by the company
7. 23% came to know through distributors.
8. 15% from customer demand.
9. 7% from other retailers and friends.
10. According to retailers it is clear that HILPRODUCT has got the higher customer
preference in the market than other brands.
11. Retailers do influence the customers. choice of brand. From table, it is clear that
more than 30.5% of people take more than 10 minutes with retailer for selecting
HIL PRODUCT.
.
Limitations
During the survey the researcher met with certain obstructions, which became a
barrier for the researchers smooth and easy study, they are as follows:
While asking the sales of different brands per day, retailers hesitated to give
details of it. Instead gave an approximate detail, which has brought error in the
study.
Most of the retailers stressed only on higher retail margin than giving other
details.
The time was an important factor through out the study. At most retail shops,
when approached for survey, respondents were busy with handling customers and
hesitated to give details in front of them.
Since similar study was not been done IN Banglore city, it created difficulty in collecting
secondary data.
Major problem arise while tabulating the findings of direct interviews. Since some
of the questions in the interview had to be changed from retailers to retailer
according to situation and based on relevance of question for the study.
By inquiring about details of customer purchase (whether clubbed with some
other purchase or impulse purchase). The question may have steered respondent
to some other idea of club purchasing and gave irrelevant response to the
question, which didn't provide valid inference in the study and the question was
eliminated later.
The study was conducted only in Banglore City and hence cautions had to be
exercised while generalizing the result of entire Karnataka market.
Because of the shortage of time only 20 retailers were interviewed during thestudy in Banglore City. It is assumed that this sample represents wholepopulation.There is a minimum bias in the response from retailers.In spite of the limitations the investigator hopes that the study will yielddependents and useful results.
Expected contribution from the study
This project has helped me understand the importance andsignificance of consumer perception
and brand preference forpremium branded shirts.as given me exposure to the practical side
of retailing and at the same time enhanced my knowledge byapplying theory learnt in class to
practice.
The project helped me to understand the various parameters whichcustomer looks at while
making a purchase of a shirt.. The variousinfluencing factors while purchasing , the different