38
A STUDY ON CUSTOMER PERCEPTION TOWARDS THE SULFEX INDIA PRIVATE
LIMITED, KANNURProject report submitted in partial fulfillment of
the requirements of Anna University of technology for the Award of
the Degree inMaster of Business Administration
Submitted byMr. UNNIKRISHNAN K PRegister No: 098001602046
Under the guidance of Ms. M. BHARANIESWARILecturer
Department of Management Studies CMS College of Engineering
Namakkal 637003. JUNE 2011
BONAFIDE CERTIFICATEThis is to certify that the main project,
entitled A STUDY ON CUSTOMER PERCEPTION TOWARDS SULFEX INDIA PVT
LMTD KANNUR. SUBMITTED TO THE ANNA UNIVERSITY Technology Coimbatore
in partial fulfillment of the requirements for the award of the
degree of MASTER OF BUSINESS ADMINISTRATION is a record of original
research work done by UNNIKRISHNAN K P (098001602046) during the
period March 2011 to May 2011 of his study in the department of MBA
at CMS COLLEGE OF ENGINEERING, NAMAKKAL, under the guidance of
Assistant Professor, Ms. M.BHARANIESWARI, MBA and the report has
not formed the basis for the award of any Degree/ Diploma/
Associate ship/ fellowship or other similar title to any candidate
of any university.Faculty GuideDirector/ HOD
Viva- voce examination held
on-------------------------------
Internal ExaminerExternal ExaminerDate:Place:
CERTIFICATE
DECLARATION DECLARATIONI, UNNIKRISHNAN KP, hereby declare that
the main project report entitled A STUDY ON CUSTOMER PERCEPTION
TOWARDS SULFEX INDIA PVT LMTD KANNUR submitted to the Anna
University of technology Coimbatore in partial fulfillment of
requirement for the award of degree of MASTER OF BUSINESS
ADMINISTRATION is a record of original and independent research
work done by me during March 2011 to May 2011 under the supervision
and guidance of Assistant Professor, Ms. M.BHARANIESWARI, MBA and
the report has not formed the basis for the award of any Degree/
Diploma/ Associate ship/ fellowship or other similar title to any
candidate of any university.
Date:UNNIKRISHNAN K PPlace:
ACKNOWLEDGEMENTACKNOWLEDGEMENTThe gratification and elation of
the project would not be completed without mentioning each and
every one who has assisted the task in any phase of its
development. First and foremost we bow our head before the god
almighty, who bestowed upon us his unequalled blessing that
imparted us the capability to complete the project in the most
successful manner.I am deeply indebted to Thiru.C.MUTHUSWAMY, the
Chairman of CMS Educational Institution for providing an excellent
environment and infrastructure at CMS COLLEGE OF ENGINEERING.I am
deeply indebted to Dr. NELSON KENNEDY BABU the principal of CMS
COLLEGE OF ENGINEERING, for giving me permission to undertake this
project and his encouragement and support.I express my sincere
gratitude to Mr. K.G SENTHIL KUMAR Head of Department MBA, CMS
COLLEGE OF ENGINEERING for his suggestions and support.I owe my
gratitude and thanks to Mr.MTP MUHAMMAD KUNHI founder of SULFEX
INDIA PVT LMTD for giving me permission to do the project.I
sincerely express my heartfelt gratitude to Mr. RAJEEV (marketing
manager) SULFEX INDIA PVT LMTD as an external guide, who has the
motive during entire course of this project.I express my sincere
gratitude and thanks to Prof: Ms. M. BHARANIESWARI for her support
and valuable advice to my project.I would like to express my
gratitude to my parents at this occasion without which I would not
have been what I am today.Last but not the least I thank each and
every person who helped me to the successful completion of this
task. UNNIKRISHNAN K P
SL NO
CONTENTS
PAGE NO
ACKNOWLEDGEMENT
I
CONTENTS
II
LIST OF TABLES
III
LIST OF FIGURESIV
ABSTRACTV
1INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
1
1.2 INDUSTRY PROFILE
4
1.3 COMPANY PROFILE
7
2REVIEW OF LITERATURE
14
3RESEARCH METHODOLGY
20
4ANALYSIS AND INTERPRETATION
24
5FINDINGS
5.1 FINDINGS
55
5.2 SUGGESTIONS
56
5.3 CONCLUSION57
6APPENDICES
58
7BIBILOGRAPHY
62
LIST OF TABLESS NParticularsPage No
4.1.1AGE OF THE RESPONDENTS26
4.1.2THE GENDER OF THE RESPONDENTS27
4.1.3OCCUPATION OF RESPONDENTS28
4.1.4AREA OF RESPONDENTS29
4.1.5CUSTOMER OF A SULFEX MATTRESS30
4.1.6REASON FOR NOT PURCHASE31
4.1.7AWARENESS ABOUT THE PRODUCT32
4.1.8PURCHASE MOTIVE33
4.1.9OPINION ABOUT SULFEX34
4.1.10USAGE TYPE OF MATRESS35
4.1.11AWARNESS ABOUT THE PRODUCT36
4.1.12THE QUALITY PERFORMANCE OF SULFEX37
4.1.13RESPONDENTS PURCHASING ATTITUDE AS PER THE SEASON38
4.1.14OFFERS GIVEN BY DEALER39
4.1.15THE OFFER OF PRODUCT40
4.1.16OPINION ABOUT PRICING SYSTEM OF A SULFEX41
4.1.17FLOW OF INFORMATION
42
4.1.18THE RESPONSE OF A DEALER43
4.1.19DELIVERY PERFORMANCE OF A DEALER44
4.1.20RATE THE EXPERIENCE WITH SULFEX45
4.1.21RATE THE SUPPLIERS PERFORMANCE46
4.1.22NEXT TIME WILL YOU PURCHASE47
4.1.22IMPROVEMENT SUGGECTION48
4.1.23RATE THE AFFORDABILITY
49
LIST OF CHARTS
S NPARTICULARS
Page No
4.1.1AGE OF THE RESPONDENTS26
4.1.2THE GENDER OF THE RESPONDENTS27
4.1.3OCCUPATION OF RESPONDENTS28
4.1.4AREA OF RESPONDENTS29
4.1.5CUSTOMER OF A SULFEX MATTRESS30
4.1.6REASON FOR NOT PURCHASE31
4.1.7AWARENESS ABOUT THE PRODUCT32
4.1.8PURCHASE MOTIVE33
4.1.9OPINION ABOUT SULFEX34
4.1.10USAGE TYPE OF MATRESS35
4.1.11AWARNESS ABOUT THE PRODUCT36
4.1.12THE QUALITY PERFORMANCE OF SULFEX37
4.1.13RESPONDENTS PURCHASING ATTITUDE AS PER THE SEASON38
4.1.14OFFERS GIVEN BY DEALER39
4.1.15THE OFFER OF PRODUCT40
4.1.16OPINION ABOUT PRICING SYSTEM OF A SULFEX41
4.1.17FLOW OF INFORMATION
42
4.1.18THE RESPONSE OF A DEALER43
4.1.19DELIVERY PERFORMANCE OF A DEALER44
4.1.20RATE THE EXPERIENCE WITH SULFEX45
4.1.21RATE THE SUPPLIERS PERFORMANCE46
4.1.22NEXT TIME WILL YOU PURCHASE47
4.1.22IMPROVEMENT SUGGECTION48
4.1.23RATE THE AFFORDABILITY
49
ABSTRACT
ABSTRACTA study of customer perception among customers sulfex
mattress were undertaken at kannur. The study was conducted to find
out customer perception about towards sulfex India pvt lmtd in
payyanur.
A sample of hundred numbers of customers was taken as sample for
the study. The respondents were met directly and questionnaire
given to them .The questionnaire was aimed to elicit all the
necessary information required for the study. Convenience sampling
was used collect information from respondents.
All information collected, thoroughly analyzed and entered
.maximum care has been taken to present the all study in precise
form, keeping in mind the various objectives of the study and
limitation.
A STUDY ON CUSTOMER PERCEPTION TOWARDS THE SULFEX INDIA PRIVATE
LIMITED, KANNUR1.1.1 IntroductionThe modern society focuses on the
technology oriented marketing activities. To achieve a better
standard of living, technology helps in identifying and satisfying
needs.Basically marketing is defined as social and technical
activity undertaken by the company in identifying and satisfying
customer needs in such a way that the consumer is highly satisfied.
A satisfied customer is the best promotional tool for the company.
A company can be defined as a man with certain need willing to
satisfy the need and above all and pay the companys product while
satisfying his needs.Needs are basically a designed state of felt
deprivation. Needs Can be two types: psychological and
phsyological. The physiological are called as need that exist in
physical form where as psychological needs are the acquired need.
The name itself makes it feel that it is acquired over a period of
time due to mental learn. The learning can be in the form of
acquiring knowledge and information, thus creating needs.A marketer
normally develops marketing strategies by analyzing the customer
needs. The elements of the marketing strategies are the (product,
price,place and promoton). A marketer should not only develop the
product what is needed by the customer, price it according to what
the consumer can afford but at the same time the marketer should
achieve profits. Making the product conveniently available to the
customer through perfect channel management and finally
communicating with the the customer through an organized promotion
strategies, this is not only the strategy plan for the company to
go with: STP strategy ie: segmentation, targeting and positioning
segmentation means, identifying the customers group who have
homogeneous preferences. Targeting means evaluating those segments
which are identified, and positioning stands to make the product
identifiable closer to the customer personality.To achieve these
marketing strategies the marketers should analyze the customer
needs/wants and demand in terms of both psychological and
physiological nature. Since time immemorial people are using beds
made out of cotton. This is supposed to provide harmless
comfortable sleep. But the advancement in technology seen in the
society and people quest for the standard of living have influenced
bed marketers to come up with innovative concept like ,coir bed.The
tendency observed as of now is the slow shift by the people from
the cotton bed to coir bed. In this research effort are made to
analyze customer behavior and their perception towards sulfex
mattress.Sulfex has introduced coir bed in the market and they are
brand leaders having good potential to complete with their counter
parts like: kurl-on and sherlon.Perceptions vary from person to
person. Different people perceive different things about the same
situation. But more than that, we assign different meanings to what
we perceive. And the meanings might change for a certain person.
One might change one's perspective or simply make things mean
something else.
1.1.2 STATEMENT OF THE PROBLEMThe study was aimed at getting a
clear picture of customer perception and their importance in the
market.Sulfex mattress has been India's leading manufacturer of
mattress, pillow and cushions. their range is designed to give the
customer best start in life and cause complete peace of mind.
Sulfex mattress offers the best and innovative products. The
company improve the rang of mattress in order to meet the customer
demand. The study has been conducted for knowing customer
perception towards sulfex mattress. 1.1.3 OBJECTIVE OF THE STUDY1.
To Find out Customer Perception of Sulfex Mattress2. To analyze
theDemographic profileof the customer3. To know the Intervening
factor which help to take decision making4. To find overall
satisfaction of Sulfex Customer5. To suggest for improvements
1.1.4 SCOPE OF THE STUDY
Every organization should need some promotional tools to
maintain their presence in the society so we can learn how they can
implement a marketing plan in the competitive market. Now days the
most of the organization gives more importance to explore the ideas
about their products and goods to the society. Customer perception
analysis help to find out the view point of a customer.1.1.5
Limitations of the Study Inadequacy of secondary data. A detailed
study could not be carried out owing to time limit.1.2 INDUSTRY
PROFILE
Introduction Everyone knows very well how important daily sleep
is. Our body rebuilds itself while we are asleep. Our health, minds
cognizant faculties, emotional balance, beauty, good looks
everything is decided by our sleep. Every morning when we wake up
refreshed, we are really reborn.Rubberized coir mattress is a
valuable product manufactured from coir fiber and rubber latex,
which is most ideal for sleeping. Rubberized coir mattress is
branded as health products. It has got various other uses like it
is used as shock absorbers, packing materials, filters etc. Birth
of Rubberized coirThe birth of rubberized coir industry is quite
amusing and interesting. Prior to the year 1960, people hardly had
any idea of this novel and high utility product. In those days the
world famous car manufacturers Volks wagon of Germany, were using
horse hair as cushion filling material for their car seats. As
their production increased from 100 cars per day to 300, there was
clearly a need of row material. This necessitated a suitable
alternative product for rubberization and which would suit to their
specifications of various alternatives tried like sisal fiber; jute
fiber and the coir fiber were decidedly found to be the best. This
was the beginning of rubberized coir industry. In the global market
the important use of rubberized coir has been in the automobile
industry. In the domestic front, initially the growth of rubberized
coir manufacturing industry was very slow. Particularly as lead
mattress, owing to lack of awareness ordinary organized marketing
effort. There was total disapproval of this product in all sectors
when introduced as a healthy hygienic cushioning material. People
considered it as a dirty, filthy low cost and rough product meant
for the low income segment of the customer market. The PU form
products in view of its soft feel used to be considered as luxury
product and had the preference of the upper segment of the consumer
market. The situations gradually changed and the seventies
witnessed rapid growth of the industry with product finding more
and more acceptance and outlets on account of consumer public
realizing its unique characteristics functional aspects and cost
advantages. Slowly many state govts rubberized coir wealth from
waste and advocate the use of rubberized coir mattresses in various
hospitals, health, clinic etc. through issue of government
circulars. The word mattress originated from the French wordMATERAS
in A.D 1300.
Growth during last 4 decadesFrom a handful of manufacturers
during early 60s this product got some market recognition in early
70s. Apart from Dr. Ferher and DOA plants, some enterprises started
manufacturing machinery indigenously. In the next three decades
over 100 manufacturers have entered rubberized field. As per the
statistics available now the industry has produced about 60,000
mattresses for the year ended March 2001 and the growth is still
expected to go up in the years to come. Today rubberized coir
products are increasingly used in many industries notably in
transport industry like railways and buses, packing industry
(pharmaceuticals, heavy engineering electronics etc.) hospitals,
theaters and auditoriums.
Emergence of rubberized coir mattress units in IndiaPrior to the
year 1960 Indian citizens hardly had any idea of this novel and
high utility product. The companies born in India during 1960s
were, 1. Relax-on, Calcutta, Bengal2. Kurl-on, Bangalore,
Karnataka3. Duroflex, Alapuzha, Kerala4. Agreenco fiber foam,
Kannur, Kerala5. Restoflex, Bangalore, KarnatakaEven though in the
60s there was only handful of mattresses units, now including small
and big companies there are more than 100 brand in the market. In
this most of the mattress manufacturing units and head quarters are
located in Kerala. Interestingly, in Kerala 75% of the mattress
companies are located in Kannur. The Kerala market got its feet
moving in 60s but got into top gear during 90s. The present
mattress companies having unit operations in Kannur. Sulfex, Rubco,
Kurl on, Duroflex, Kohinoor, Agreen co fiber products etc.
1.3 COMPANY PROFILE Sulfex India Private Limited is a company
founded in the year 1994, by Mr. Muhammad Kuhni, a prominent NRI
business personality with diverse interest in rubberized coir, ply
woods and construction in India and trading activities in the
Middle East. The Sulfex group is a fast growing entity, surging a
head with various business interests felled by an undying passion
to pursue excellence on all front, Sulfex aims to create lasting
value for customers across the world. Beginning as the
manufacturers of exceptional quality rubberized coir mattress, the
sulfex group has come a long way, today. Together, the two state of
the art manufacturing plant, via Sulfex fiber products and Sulfex
Mattress Company has grown rapidly. Strategically situated in
northern part of Kerala state, account for a mammoth 8000 metric
tons annual production capacity which means over 2500 mattress a
day. Builed as having Indias second largest and most sophisticated
plant capacity for rubberized coir mattresses. As well as allied
product like carpets under lays, packing pads and air conditioner
filter and companion products like pillows, cushions, bolsters, bed
lines bath towels and a range of door and bath mats. The high
density rubberized coir bare blocks that Sulfex produce are highly
recommended as top layer for spring mattress worldwide. The plant
employs 400 highly skilled personnels directly, and another 2000
indirectly. Credited with ISO 9001 and Bureau of Indian Standard
Certification, the plant follows all the globally accepted policies
from HACCP norms to environment care to the custom of never
resorting to child labor to the last world. With a turn over thats
racing past 400 million in Indian currencies, the brand and company
are formidably poised to soar higher. To take full advantage of
future possibilities, the company is expanding its core
competencies. By consolidating its strength further from its strong
hold, the state of Kerala.Through a wide network of over 2000
dealers, Sulfex is expanding from its South Indian markets to the
whole of India. Backed by a mammoth production capacity and
proactive logistics capability, Sulfex is positioning itself as a
front line player in the whole country, besides a fully dedicated
marketing division, with its base in Bangalore, the software haven,
the company is making strategic in roads into more potential
market. While a full-fledged overseas marketing division based in
Dubai UAE, is taping the export marketing potential.Sulfex mattress
and allid products like pillows, bolsters and mats are top selling
amidst their segments, today, thanks to the single-minded
dedications, behind. Sulfex mattresses are crafted precisely, as
per customer preference. They provide a scientifically tested back
support and soothing comfort a sleeping body needs. In the entire
segment, perhaps Sulfex is the only brand, which has stuck the
Optimum Price Quality right. By providing more mattresses (more
cubic area by giving more thickness than what is listed) they
ensure full value for money. The unique side- blanketing (the only
to have this specially) prevents sagging and keeps dimensional
stability in fact, in spite of long use for the critical Tape
Edging process. The company relies on imported machineries and
highly skilled manpower. Continuous quality upkeep and an attention
to detail ensure that each mattress provides maximum sleeping
comfort and extra long life. The two critical bench marks, for any
mattress. the like. The numerous Product Excellence awards that
have come Sulfex way are standing as glowing testimony to the
brands superiority.Sulfex Group of UndertakingsSulfex was setup in
the year 1994 with the objective of utilizing the abundant
available resources of Kerala. Today from a single unit company
Sulfex has grown into a 30 core conglomerate with well diversified
operation and a market presence extending beyond the boundaries of
Kerala. The various subsidiaries formed by Sulfex includes, 1.
Sulfex India (Pvt.) Ltd.2. Sulfex Fiber Products3. Sulfex Mattress
Company. A brand, thats going places, not only in India, but also
in highly discerning, value conscious markets as well. Over the
year the company has developed very high reputation for the quality
of its products. The company is exporting its products to the
Middle East, South Africa and European countries like Greece and
Paris. Product quality and customers satisfaction are the
priorities of the company always. Sulfex has a wide marketing
network which expands the whole of South India, Goa, Maharashtra,
Madhya Pradesh, Chhattisgarh, Harland, Orison, and West Bengal.
Sulfex has a marketing department based in Bangalore
Sulfex Motto1. Our customer is the most important person in our
premises. 2. Our employees and our works are our assets.3. We treat
our well wishers with dignity, respect and care.4. We are steered
by the needs and requirements of our customers and strive to exceed
their expectations every time.5. We are responsible to the
community in which we do business, building their skills and
strength as we do our own.6. We generate team spirit and encourage
employee participation in the process of improvement.7. We never
compromise the quality of our products.8. We search and innovate
for ways to improve our skills to serve our customers better.9.
Above all, we never compromise our integrity.SPECIAL FEATURES The
Human backbone consists of 24 separate bones shown in the
illustration. Between each of these movable bones is a cushioning
disc. Structurally, the cervical and the lumbar bones are very
susceptible to damage and strain. The major threat is a slipped
disc. When a disc slips out of position, it causes severe back pain
and several other disorders. A slipped disc can occur due to a
fall, heavy lifting or most dangerously, poor posture while sitting
and lying. The best precautions are to sit straight and to sleep on
a scientifically made mattress. An unscientifically made mattress
can give you sleep disorders and severe back pain. Unfortunately,
many of you that go to bed with a mindful peace and joy, wake up
crankly in the morning. The problem is where you went to take rest
on. Your mattress.Un scientifically made mattress can twist all
your peace into a bed shape. Causing painful jerking, perspiration,
nightmare and most excruciatingly backache. Sulfex can give you
sound sleep at night and freshness throughout the day. The
structural specialty of Sulfex gives you a cool and fresh period of
total relaxation.Product ProfileA front line manufacturer with
established core-competencies, Sulfex consistently satisfies the
comfort expectations of discerning customer, across India. What
make the Sulfex mattress special is the unique combination of the
100% natural coir and latex and the advanced manufacturing
technology. Arrived upon, thanks to the companys insight into the
Indian sleep habits and the dedicated research efforts by health
experts. This resulted in the creation of a scientifically correct
mattress. This offers maximum comfort and right support for your
body, while you are fast asleep. . Sulfex luxury mattresses are
manufactured in 5 styles to suit various life styles and budgets.
They are1. Sulfex President Mattress2. Sulfex Fantasy plus
Mattress3. Sulfex Heritage Mattress4. Sulfex Excelsior Mattress5.
Sulfex Tranquil MattressPresidentSulfex President Designed
specially for the most luxurious experiences. Exudes elegance and
indulgence, every inch. Super thick, with rich rubber topping to
sink in softly. Strong inner backing to help your body retain the
natural contours. A wide range ton pick your right
President!TranquilThe perfect hospital mattress. Designed and made
carefully, taking into account the demanding needs of hospital
wards and operating tables. The unique combination of coir and
latex helps patients relax in comfort. The high quality rexine
covering lends softness, and prevents any kind of moisture seeping
down to the insides. Washable, untreatable, easy to carry and
foldable.
Cushions, Pillows & BolstersPillows & Bolsters A range
of exquisite pillows, cushions and bolsters. Available in matching
colour and designs. When you choose the best mattress, complement
them with the best - Sulfex pillows, cushions and
bolsters.ExcelsiorSulfex Excelsior Exquisite elegance takes the
shape pf mattress! You'll admire the majestic quilting, and the
superior quality of the cloth and the finest shades and designs. As
for its comfort , youll sure surrender! The wide range offers you a
lot indulge in.Fantasy PlusSulfex Fantasy Plus Offers plush, but
firm backing for your fun-filled indulgences. Yes, its the ideal
comfort that newly-weds yearn for. Its also the choice mattress for
hoteliers to pamper their choicest guests. Wide range to satisfy
every taste.HeritageA top-of-the-line economy mattress. Offers you
soft comfort and firm backing. Looks plus luxury, with superb
finishing, tape edging and trendy cover design. A rich collection
of pastel/floral designs to choose from.Quick dry MATSSulfex
introduces a range of finely crafted mats. For entrances, kitchens
& bathrooms. The Quick Dry bathroom mats have excellent
moisture-absorption capacity. And dries well in normal room
temperature. Easy to clean and lasts long.
Sulfex PresidentDesigned especially for the most luxurious
experiences. Exudes elegance and indulgence, every inch. Super
thick, with rich rubber tapping to sink in softly. Strong inner
backing to help your body retain the natural contours. A wide range
to pick your right president. Sulfex Fantasy plusOffers plush, but
firm backing for your fun-filled indulgences. Yes, its the ideal
comfort that newly-weds yearn for. It is also the choice mattress
for hoteliers to pamper their chicest guests. Wide range to satisfy
every taste. Sulfex Heritage A top of the line economy mattress
offers you soft comfort and firm backing. Looks plush luxury, with
superb finishing, tape edging and trendy cover design. A rich
collection of pastel / floral designs to choose from. Sulfex
ExcelsiorExquisite elegance takes the shape of mattress! Youll
admire the majestic quilting and the superior quality of the cloth
and the finest shades and designs. As for its comfort, youll sure
surrender! The wide range offers you a lot to indulge in. Sulfex
Tranquil The perfect hospital mattress. Designed and made
carefully, taking into account the demanding needs of the hospital
wards and operating tables. The unique combination of coir and
latex helps patients relax in comfort. The high quality rexine
covering lends softness and prevents any kind of moisture sleeping
down to the insides. Washable, untearable, easy to carry and
foldable. REVIEW OF LITERATURE
CUSTOMER PERCEPTION customer perception is consumers ability to
identify the brand under different condition ,as reflected by their
brand recognition or recall performance (koteler and lane
,2006).Brand recall refers to consumers ability to retrieve the
brand from memory ( according to improvement of measurement for
brand equity ,consumer based brand equity was described for four
dimension ,brand awareness ,brand association , perceived quality
and brand loyalty. Brand awareness was defined as the consumers
ability to identify or recognize the brand. It refers to the
strength of brand starting from the less recognition of the brand
to dominance perceived quality is another valuation of bran to push
the customer to buy products.Consumer perception is that healthy
ingredients equal ecofriendly;green logo increases environmental
feel( newyork july 6 ,2006).A new study conducted by branding firm
Landor associates .The study ,which was conducted among 510 males
and females ages 18 and over ,identifies that 25% respondents
consider themselves green interested meaning that while this group
is concerned about the environment ,its not active in its
defense.The remaining seventeen percent surveyed are, in fact,
green motivated meaning that they feel its very important for a
company to be green.The green motivated individual do base purchase
decision on whether or not a brand reflects green behaviour in its
packaging ,ingredients and corporate actions.The landor study also
revealed that while 2out or 3 consumers can not name a brand they
consider to be green ,there are differences between perception and
reality on what companies are green.To consumers , a green brand
uses technology that is environmentally Friendly and uses natural
and organic ingredients in its products .Brands placing emphasis on
supporting environmentally causes however did not receive
recognition as being green.
Shows that 58 %of the general population surveyed considers
itself not green interested.These self proclaimed non green
individual do not care about environmentally friendly practices,
including recycling ,corporate social responsibility ,or natural
and or organic ingredients.
While the literature on brand and on brand relationship is rich
in marketing literature (Aaker 1991) we wish to more closely
examine the association that are produced and referenced with
appearance of television advertising and its effectiveness in terms
of impact on brand familiarity and likeability .The super bowl
telecast showcases a complicated network of brand association the
ads ,the teams and athletic contest in the highly touted and
expensive television commercial that air during the road cast.
Corporation make large investment in their brands and ,along with
the growth of the super bowl as a major televised event, some
companies have aligned themselves with image of super bowl year
after year. They do this in part because corporation can utilize
the high publicity and public awareness this sports receives to
gain both access to and association with their target audience for
greater exposure for their brands. Ideally, such association yield
increases sales, Sutherland and gall away state products that are
advertised heavily have a status conferred upon them they are felt
by customer to be more popular products ,the media are assumed to
carry that which is more important, more in demand, more notorious.
Just as ordinary person does not appear on TV, neither does the
ordinary product the author conclude advertising function as a
significant cue to customer in judging what is and not acceptable
and popular with others a presence on the super bowl is within but
also for enhancing the perceived status of the brand.
In examining college football fans, Madrigal points out that fan
identification can even extend from support of team to support of
companies that sponsor and are associated with the team .He states,
loyalty toward a preferred team may have beneficial consequences
for corporate sponsor ,consistent with idea of in group.
Lends support for this claim describing one survey that found
that ever 70% of NASCAR fans purchase the products of NASCAR
sponsors. Madrigal(2000) also claims favourable purchase intentions
are more likely to occur as identification with team increases and
when intentions are perceived as a group norm. Comparable wisdom
and aspirations undoubtedly exist for those companies that produce
and place advertisements.
Bellamy (1998) points out that, with a seemingly endless
proliferation of television channels ,sport is seen as programming
that can best break through the clutter of channels and advertising
and consistently produce a desirable audience for sale to
advertisers .He also claims that sports broadcast providers a
television network , economically speaking with a level of product
differentiation that distinguishes it from its rivals. This often
takes the form of branding adds that sports programming is good
proposition,because this type of programming offers the desirable
,and relatively hard to reach ,male audience between the ages of 18
and 49.He claims the sports programming demographic tends to be
well educated with considerable disposal income advertisers are
willing to pay top dollar for this audience, because they tend to
make purchase decision about big ticket items ,such as automobiles
and computers .
The inference from the survey findings ,and various theories and
concepts it is evident that otc drugs need to be marketed
aggressively like an FMCG brand. Long term brand loyalty can be
established only with a sustained campaign. While product
attributes and pricing do play a significant part in influencing
customer choose a particular brand ,an ongoing advertising campaign
touching the consumers in an emotional manner ,will enable top of
the mind recall and help build long term brand loyalty.
Additionally all of the brands communication , including press
advertising , public relation online ,direct marketing should focus
on the emotional values ,this will deliver a consistent
message.
Irvine , Calif, (june 2004) announces the result of the interior
styling segment of its consumer automotive Perception research
study ,brand watch. Interior styling continues to be an important
factor among active car buyer ,as it plays a significant role in
over all cabin comfort, active new vehicle shoppers ranked the
interior styling of vehicle brands based on overall comfort ,
headroom and leg rooms ,as well as interior design throughout the
cabin including intelligent layout ,quality material convenient
compartments and superior ergonomics ,according to brand watch
,Toyota brands topped the ranking for having best interior styling
in four vehicle categories ,two domestic vehicle brands also claim
top spots in the interior styling study in addition to one well
known German luxury brand.
Toyota nearly swept the non luxury categories when it comes to
interior styling taken the top in the minivan ,non- luxury SUV ,and
non luxury sedan categories ,Toyota luxury brand Lexus bested all
other luxury brands for no,1 spot in the luxury brand category ,two
domestic manufactures also garnered top position for having the
highest rated interior cabins.GMC was chosen by in internet ,new
vehicle shoppers as having the best interior styling in the truck
segment and Cadillac beat high powered luxury ,BMW and Mercedes
BENZ for the best interior style in the luxury SUV category.
Jarlhem ,mahatma and mihalescu,raluca 2004,brand extension the
study of consumer perception of the parent brand and its extended
brand personality finds that in an and ever more rising competitive
environment, brand markers are looking for ways to expand their
portfolios and it the same time decrease the costs of the new
product introduced as well as diminish the risk of new product
failures ,one of the most popular ways to achieve this is put a new
product created in another category under the name of an existing
brand called brand extension .However , this approach is full of
ups and downs that affect the consumers perceive the parent brand
and extended brands personalities .This is based on using related
literature and a quantitative survey in order to answer the
following four main research question, what are the parent brands
and the extended brands personalities that company wants to be
perceive how do the consumer perceive the parent brands and the
extended brands personalities are there any correlation between the
perception of the parent brand personalities are there any
relationship between the parent and its extended brands
personalities regarding the consumers perception?Samuel M.McClure
,Jain Li ,Damon Tomlin, Kim S,Cypert, Latane M.Montague ,and P,Read
Monague; Neutral correlates of behavioural preference for
culturally familiar drinks(published in Neuron, volume 44,Number
2,October 14,2004).The preference for coke versus Pepsi is not only
a matter for tongue to decide ,Samuel McClure and his colleagues
have found. Brain scans of people tasting the soft drinks reveal
that memory related brain regions that recall cultural influences.
Thus say researcher, they have shown neurologically how a
culturally based brand image influence a behavioural choice.
These choices are affected by perception ,wrote the researchers
because there are visual images and marketing message that have
insinuated themselves into the nervous systems of humans that
consume the drinks .Even through scientists have long believed that
assume the drinks even through scientists have long believed that
such cultural message affect taste the perception ,there had been
no direct neutral probes to test the effect ,wrote the researchers.
Findings about the effects of such cultural information on brain
have important medical implication, they wrote. Their entire squeal
that result directly from strongly suspected that one major culprit
is sugared colas , The researcher concluded that their findings
indicate that two separate brain system one involving taste and one
recalling cultural influence in the prefrontal cortex to determine
preference.
Study finds Wii leading consumer brand perception December
12,2006,Torondo headquartered research film brand intel has
released the latest in its weekly next gen tracker studies findings
the Wii seeing more competition from the xbox 360 for positive
sentiment. The tracker bases its sentiment averages based on number
of discussion criteria such as general appeal , purchase intend
,and brand image to get an overall look of consumer perception of
the Wii have cooled somewhat due to availability hostages ,but the
company says ,it continues to be overall top position due to its
low cost and revolutionary controls.The study depicts the highest
rate of positive discussion for the console despite trailing Xbox
360 and its processor ranks above average; overall perception are
trained are tarnished by its low availability, and especially by
its price value ratios. Discussion of cell processor and graphics,
says brand Intel, may be the key to changing consumer perception in
the future as it currently represents its strengths .The perception
of the brands in second life,Reperes market research (Alistier
Krono 2007) Paris based market research agency, Reperes have made
study on perception of the presence of brands already in SL ,offers
advice for establishing a RL brand and gives evaluation of the
marketing initiatives deployed by brands to date .Contribution to
the research were 1085 avatars interviewed between 13- 18 march
2007. The study found in part surprising ,the brand recall of the
companies in second life .Coming out on top is Adidas with 69%
awareness from the study.No surprises here as the virtual Adidas
store is an obvious interpretation of a first step into SL and is
frequently referenced in the media .BMW bests Mercedes Benz which
feel is slightly surprising and also of interest because the
Mercedes island is much better consumer venue than BMW. The
starwood hotels aloft concept scores weekly.I think this is due to
the fact that the island was from the early days(2006) and
therefore the newer residents missed the coverage. Shame because
its great place. what surprised the most was PA consulting .They
came bottom in this research which is odd because they push their
venue hard with good events and initiatives such as their demo
second island. RESEARCH METHODOLOGY
3.1 RESEARCH DESIGNResearch design is the arrangement of
conditions for collection and analysis of data in a manner that
aims to combine relevance to the research purpose with economy in
procedure. It is the conceptual structure within which research
would be conducted. The preparation of such a design facilities
research to be as efficient as possible in yielding maximal
information. Descriptive research method3.2 SOURCES OF DATA Primary
Data Primary data are the actual information which is received by
the researcher for study from the actual field of research. These
data are attained by means of schedules. In some field primary data
are collected through interview and observation method. The
observation method for collecting primary data may be both
participant such data researcher from the yield of research
directly. In this study researcher used direct observation method
of collect primary data Primary Data for the study is collected
through direct personal interview, questionnaire etc. Secondary
Data Secondary data are the information which is attained
indirectly, such data obtained generally from published and
unpublished material. the secondary data are gathered through two
type of sources Secondary data is collected from company profile,
official records, Journal, magazines and from websites
3.3 GEOGRAPHICAL AREA The geographical area is the most
important one while go for the survey Methods. Samples were
selected in and around of payyanur. 3.4 SAMPLING DESIGN Sampling
may be defined as selection of some part of an aggregate or
totality on the basis of which a judgment or interface about
aggregate or totality is made ,in the words it is the process of
obtaining information about an entire population by examining only
a part of it Convenience sampling
Here the elements are selected for inclusion in the sample based
on the ease of access. They are least reliable design but normally
the cheapest and easiest to conduct. Researcher generally uses
convenience samples to obtain large number of data quickly and
economically. When the samples are selected from population on the
basis of ease of access, it can call as convenience sampling.
Judgement sampling When a person is knowledgeable about the
population under study chooses sample members he feels would be
most appropriate for particular study. Thus study is selected on
the basis of his judgment.SAMPLING SIZEThe total sampling size is
100. And here took 80 samples from the customer of the company
remaining 20 samples from the non customer.3.5 RESEARCH
INSTRUMENTData were collected by using questionnaire as an
instrument .The data collected through questionnaire have been used
further analysis.
3.6 QUESTION DESIGN A standardized questionnaire was used to
collect data on customer perception and to evaluate the performance
of sulfex mattress among the customers the researcher have
contributed this effort in framing the questionnaire. The purpose
of study is explained clearly to the respondents. The questionnaire
was made in a form to elicit.
3.7 INTERVIEW METHODInterview method is more effective in
getting information about person believes, feelings, future plans,
past and private behavior etc. Face to face, interviews provide
more details about the required quantitative data. So interview
method was used.
3.8 STATISTICAL ANALYSISThe researcher has applied certain
statistical tools for study the framed objectives. For this
research percentage analysis, cross tabulation, chi-square test and
two way ANOVAs are used as statistical tools.
3.8.1 PERCENTAGE ANALYSIS
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 formula No of respondent
Percentage of respondent = Total no. of Respondents 100From the
above formula, we can get percentages of the data given by the
respondents.
3.8.2 CHI-SQUARE
The Chi-square is one of the most widely used non-parametric
tests in statistical work. The Chi-square was first used by Karl
Pearson in the year 1900.It is defined as Chi- square is applicable
to a very large number of problems in practice. With the help of
test we can find out whether two or more attributes are associated
or not.
DATA ANALYSIS AND INTERPRETATION The data after collection has
to be processed and analyzed in accordance with outline laid down
for the purpose of developing the research plan. This is essential
for the scientific study and for ensuring that we have all relevant
data for making comparison and analysis. the term analysis refers
to the computation of certain measure along with searching for
patterns of relationship that exists among data groups. Thus in the
process of analyzing ,relationship of differences supporting or
conflicting with original or new hypothesis should be subjected to
statistical test of significance ,to determine with what validity
,data can be said to indicate any conclusion.Analysis of data in a
general way involve a number of closely related operation ,which
are preferred with the purpose of summarizing the collected data
and organizing these in such a manner that they answer the research
question.Interpretation refers to the task of drawing interface
from the collected facts after an analytical study. In fact, its an
search for boarder meaning of research finding. Interpretation has
two major aspects namely (1) the effort to establish continuity in
research through linking the result of a given study with those of
another and (2) the establishment of some explanatory concept.In
one sense interpretation is concerned with relationship with the
collected data, partially overlapping analysis. Interpretation also
extends beyond the data at the study, to include the result of
other research theory.Thus interpretation is the device through
which the factor that seem to explain what has been observed by the
researcher in the course of the study can be understood and it
provides a theoretical conception which can serve as a guide for
researchers.
4.1 PERCENTAGE ANALYSIS TABLE 4.1.1 AGE OF THE
RESPONDENTSCATEGORYNUMBER OF RESPONDETSPERCENTAGE
18-2588%
25-352626%
35-454545%
45-601919%
ABOVE 6022%
TOTAL100100%
FIGURE 4.1.1. AGE OF RESPONDENTS INTERPRETATIONThe Table 4.1.1
indicate that the most of the respondents are in the age group of
35-45 following are in the age group between 25-35,45-60,18-25 and
above 60.TABLE 4.1.2 THE GENDER OF THE RESPONDENTS GENDERNUMBER OF
RESPONDETSPERCENTAGE
MALE3737%
FEMALE6363%
TOTAL100100%
FIGURE 4.1.2.GENDER OF A RESPONDENTS
INTERPRETATION The Table 4.1.2 Showed 37% respondents are
belongs to male responder and 63% are belongs to female
respondents. And total selected respondents are 100.
TABLE 4.1.3 OCCUPATION OF RESPONDENTSOCCUPATIONNUMBER OF
RESPONDETSPERCENTAGE
STUDENT88%
GOVERNMENT EMPLOYEE2727%
PROFESSIONAL1313%
OTHERS5252%
TOTAL100100%
FIGURE 4.1.3.OCCUPATION LEVEL OF RESPONDENTS INTERPRETATIONFrom
the above table shows that 4.1.3 the majority of occupation
category is others 52% and 27% respondents are a government
employee. And 8% respondents are student and 13% professional.
TABLE 4.1.4 AREA OF RESPONDENTSAREANUMBER OF
RESPONDETSPERCENTAGE
RURAL8282%
URBAN1414%
CITY00%
TOWN44%
TOTAL100100%
FIGURE 4.1.4. AREA OF RESPONDENTS. INTERPRETATIONThe above table
4.1.4 shows 82% respondents are belongs to the rural area, 14% are
belongs to the urban area, and 4% comes from the town area but no
one belongs to the city.TABLE 4.1.5 CUSTOMER OF A SULFEX
MATTRESSCUSTOMERNUMBER OF RESPONDETSPERCENTAGE
YES8080%
NO2020%
TOTAL100100%
FIGURE 4.1.5. RESPONDENTS PREFERENCE
INTERPRETATIONFrom the above table.4.1.5 it is clear that 80%
respondents are preferred the sulfex products and 20% responder not
preferred sulfex product.
TABLE 4.1.6 REASON FOR NOT PURCHASE
OPTIONNUMBEROF RESPONDETSPERCENTAGE
HIGH PRICE420%
POOR QUALITY210%
POOR BRAND IMAGE840%
CANT SAY630%
TOTAL20100%
FIGURE 4.1.6 REASON FOR NOT PURCHASE INTERPRETATION The table
4.1.6 shows 20% respondents perception about sulfex product is
having high price and the 10% responder go with poor quality. And
not only that 40% customer not purchase because of poor brand
image. And 30% people not ready to answer.TABLE 4.1.7 AWARENESS
ABOUT THE PRODUCTOPINIONNUMBER OF RESPONDETSPERCENTAGE
YES1785%
NO315%
TOTAL20100%
FIGURE4.1.7. AWARENESS ABOUT THE PRODUCT. INTERPRETATION From
the above table 4.1.7 it is clear that 85% respondents have the
awareness and 15% not having the awareness. TABLE4.1.8 PURCHASE
MOTIVEPERCEPTIONNUMBER OF RESPONDETSPERCENTAGE
QUALITY4252.5%
PRICE3037.5%
BRAND IMAGE56.25%
CONVIENCE33.75%
TOTAL80100%
FIGURE4.1.8. PURCHASE MOTIVE INTERPRETATION The above table
4.1.8 shows 52.5% of customer prefers sulfex because of the
quality, 37.5% of customer purchase because of the price. And the
remaining 6.25% and 3.75% customer purchase because of brand image
and convince respectively. TABLE 4.1.9 OPINION ABOUT SULFEX
OPINIONNUMBER OF RESPONDETSPERCENTAGE
EXCELLENT810%
GOOD4455%
AVERAGE2430%
POOR45%
TOTAL80100%
FIGURE 4.1. 9. OPINIONS ABOUT SULFEX
INTERPRETATION The above table 4.1.9 that 55% respondents give
the opinion of good, and 30% says that its average 10% go with
excellent product and only 5% say that its poor.
TABLE 4.1.10 USAGE TYPE OF MATRESSPERCEPTIONNUMBER OF
RESPONDETSPERCENTAGERANK
PRESIDENT1518.75%3
EXCELSIOR1620%2
TRANQUIL1316.25%4
FANTASY PLUS2430%1
HERITAGE1215%5
TOTAL80100%
FIGURE 4.1.10. RESPONDENTS USAGE TYPE OF MATTRESS
INTERPRETATIONFrom the above figure 4.1.10.shows the 30%
customer prefers fantasy plus model, because it has good design and
heritage model preference is very less 15%. And 18.75% go with
president type, tranquil has 16.25% and excelsior model preference
is 20%.TABLE 4.1.11 AWARNESS ABOUT THE PRODUCT PERCEPTIONNUMBER OF
RESPONDETSPERCENTAGE
ADVERTISING5670%
RELATIVE AND FRIENDS810%
PEER GROUP45%
OTHER1215%
TOTAL80100%
FIGURE4.1.11. AWARNESS ABOUT THE PRODUCT
INTERPRETATION Figure shows 70% respondents says that from the
advertising they get the awareness,10% get the awareness from their
relative and friends .And only 5% go with peer group and 15% says
that others. So its clear that the company must focus the
communication to increase awareness in peer group and relative and
friends.TABLE 4.12 THE QUALITY PERFORMANCE OF
SULFEXPERCEPTIONNUMBER OF RESPONDETSPERCENTAGE
VERY GOOD33.75%
GOOD 1923.75%
AVERAGE2936.25%
SATISFACTORY2430%
NOT SATISFACTORY56.25%
TOTAL80100%
FIGURE 4.1.12 THE QUALITY PERFORMANCE OF SULFEX . INTERPRETATION
Above table 4.1.12. Shows 36.5% rate the quality performance as
average, 30% respondents go with satisfactory. And 23.75%
respondents rates the quality as good but 6.25% go with not
satisfactory.3.75% respondents says very good.TABLE 4.1.13
RESPONDENTS PURCHASING ATTITUDE AS PER THE SEASONPERCEPTIONNUMBER
OF RESPONDETSPERCENTAGERANK
SUMMER1215%4
WINTER3645%1
RAINLY1417.5%3
SPRING1822.5%2
TOTAL80100%
FIGURE 4.1.13.RESPONDENTS PURCHASING ATTITUDE INTERPRETATION
Figer 4.1.13. Shows 45% customer purchase at winter season, and 15%
preferred in summer, 17.5% preferred in rainy season and 22.5%
choose spring.
TABLE 4.1.14 OFFERS GIVEN BY DEALEROPINIONNUMBER OF
RESPONDETSPERCENTAGE
YES7695%
NO00%
OCCASIONALLY45%
TOTAL80100%
FIGURE 4.1.14 OFFERS GIVEN BY THE DEALER
INTERPRETATION Here the figure 4.1.14 shows 95% says that they
get the offer from the dealer. And 5% says that they get the offer
but occasionally. Its means they get the offer in some festival
season. And no one says that they didnt get any offer.TABLE 4.1.15
THE OFFER OF PRODUCTOFFERNUMBER OF RESPONDETSPERCENTAGE
FREE PILLOW5670%
BED SHEET1620%
OTHERS810%
TOTAL80100%
FIGURE 4.1.15 THE OFFER OF PRODUCT INTERPRETATION Figer 4.1.15
shows the 70% respondents get the offer as free pillow, and 20%
says that they get the bed sheet and 10% go with others.TABLE
4.1.16 OPINION ABOUT PRICING SYSTEM OF A SULFEXOPINIONNUMBER OF
RESPONDETSPERCENTAGE
VERY HIGH78.75%
HIGH1518.75%
AVERAGE4556.25%
LOW1316.25%
VERY LOW00%
TOTAL80100%
FIGURE 4.1.16 OPINION ABOUT PRICING SYSTEM OF A SULFEX
INTERPRETATIONFrom the figure 4.1.16 we can see that 56.25% of
the respondents says that the pricing rate is average. And 8.75% go
with high price, 18.75% go with high price and 16.25% says its low
price. TABLE 4.1.17 .FLOW OF INFORMATION BETWEEN DEALERS AND
CUSTOMER
OPINIONNUMBER OF RESPONDETSPERCENTAGE
VERY CLEAR4455%
CLEAR2415%
NOT CLEAR1025%
CANT SAY45%
TOTAL80100%
FIGURE 4.1.17FLOW OF INFORMATION BETWEEN DEALERS AND
CUSTOMER
INTERPRETATIONFigure 4.1.17 shows 55% respondents said that they
get information in very clearly. And 15% clear, 25% go with not
clear option and 4% not ready to answer.TABLE 4.1.18 THE RESPONSE
OF A DEALEROPINIONNUMBER OF RESPONDETSPERCENTAGE
EXCELLENT810%
GOOD2126.25%
FAIR4556.25%
AVERAGE67.5%
POOR00%
TOTAL80100%
FIGURE 4.1.18.RESPONSE OF DEALERS INTERPRETATION Figure shows
56.25% respondents says the dealer response was fair and 26.25%
good. And 10% respondents go with excellent and 7.5% says its
average but no one go with poor option.TABLE 4.1.19 DELIVERY
PERFORMANCE OF A DEALERPERFORMANCENUMBER OF
RESPONDETSPERCENTAGE
EXCELLENT810%
GOOD2025%
FAIR4860%
AVERAGE45%
POOR00%
TOTAL80100%
FIGURE 4.1.19.DELIVERY PERFORMANCE OF A DEALER INTERPRETATION
The above figure 4.1.19 shows 10% of the respondents says the
performance of the dealer was excellent and 25% go with good
option. And 60% respondents says its fair, 4% says its
average.TABLE 4.1.20 RATE THE EXPERIENCE WITH
SULFEXEXPERIENCENUMBER OF RESPONDETSPERCENTAGE
VERY GOOD1518.75%
GOOD5872.5%
BAD78.75%
VERY BAD00%
TOTAL80100%
FIGURE 4.1.20 RESPONDENTS EXPERIENCE WITH SULFEX
INTERPRETATIONFigure shows 72.5% respondents rate the experience
as good and18.75% says they had very good experience. And 8.75% go
with bad experience. TABLE4.1.21 RATE THE SUPPLIERS
PERFORMANCEPERFORMANCENUMBER OF RESPONDETSPERCENTAGE
EXCELLENT1215%
GOOD1822.5%
FAIR4455%
AVERAGE67.5%
POOR00%
TOTAL8010%
FIGURE 4.1.21 THE SUPPLIERS PERFORMANCE
INTERPRETATIONTable shows the 55% of the responder rate supplier
performance as fair and 22.5% rate good. And almost 15% says its
excellent.7.5% go with average. And no one says it PoorTABLE 4.1.22
NEXT TIME WILL YOU PURCHASEOPINIONNUMBER OF
RESPONDETSPERCENTAGE
YES5670%
NO2430%
TOTAL80100%
FIGURE 4.1.22 .PURCHASING OPINION INTERPRETATION Figure shows
70% respondents says they will again purchase sulfex products and
30% says they will not purchase.
TABLE 4.1.23 IMPROVEMENT SUGGECTION OF RESPONDENTSOPINIONNUMBER
OF RESPONDETSPERCENTAGERANK
quality1316.25%3
Packaging style2430%2
design78.75%4
colors3645%1
total80100%
FIGURE 4.1.23. IMPROVEMENT SUGGECTION OF RESPONDENTS
INTERPRETATION The above table shows 16.25% suggest the improvement
the company should consider quality, 30% says they need to focus on
the packaging style. And 8.75% says they should be focus on their
design. And 45% suggest they must focus on the color of the
product.
TABLE 4.1.24 RATE THE AFFORDABILITYAFFORDABILITYNUMBER OF
RESPONDETSWeight averagePERCENTAGERank
HIGH2424 x 4 = 9630%2
AVERAGE3636 x 3 = 10845%1
LOW20 20 x 2 = 4025%3
VERY LOW00 x 1 = 00%4
TOTAL80100%
FIGURE 4.1.24. AFFORDABLITY RATE
INTERPRETATION Above figure shows 30% says the affordability of
the product is high and 45% says its the average. And 25% go with
low and no one says very low.
CHI SQUARE 1 Awareness level
occupationAdvertisementRelative and friendsPeer
groupotherstotal
student44008
Government employee1242927
professional523313
others4900352
total7010515100
4. 21 OCCUPATION AND AWARENESSHypothesis Ho=There is no
Significant relationship between occupation and awareness.H1= There
is a Significant relationship between occupation and awareness.Oi=
Observed frequencyEi= Expected frequencyChi-Square(x2) = (Oi-Ei)
------------------------- EiLevel of significanceFor 5% degrees of
freedom = (R-1) (C-1). = (4-1) (4-1) = (3) (3) =9. = 16.919.Table
4.21 Showing the Expected Frequency.
OiEiOi-Ei(Oi-Ei) (Oi-Ei)/ Ei
45.6-1.62.560.4571
40.83.210.2412.8
00.4-0.40.160.4
01.2-1.21.440.24
1218.9-6.947.612.519
42.71.31.690.625
21.350.65.42250.3129
94.054.9524.50256.05
59.1-4.116.811.8472
21.30.70.490.376
30.652.355.52258.4961
31.951.051.10250.5653
4936.412.6158.764.3615
05.2-5.227.045.2
02.6-2.66.762.6
37.8-4.823.042.953
1oo49.803
Calculated chi square valuedegree of freedomlevel of significant
5%
49.803916.919
Inference: Since the computed value higher than the table value,
so we reject null hypothesis (H0). Therefore there is a significant
relationship between occupation and awareness.
CHI SQUARE 2
4. 22 GENDER AND QUALITY PERFORMANCE
Quality performance
GenderVery goodgoodaveragesatisfactoryNot satisfactoryTotal
Male
17189237
Female
3171821463
Total42436306100
Hypothesis
Ho=There is no Significant relationship between gender and
quality performanceH1= There is a Significant relationship between
gender and gender and quality performanceOi= Observed frequencyEi=
Expected frequencyChi-Square(x2) = (Oi-Ei)
------------------------- EiLevel of significanceFor 5% degrees of
freedom = (R-1) (C-1). = (5-1) (2-1) = (4) (1) =4 = 9.483.
Table 4.22 Showing the Expected Frequency.
OiEiOi-Ei(Oi-Ei) (Oi-Ei)/ Ei
11.48-0.480.2304.1556
78.88-1.883.5344.3980
1813.324.6821.9021.6442
911.10-2.14.41.3972
22.22-0.220.0484.0218
32.520.480.2304.0914
1715.121.883.5344.2337
1822.68-4.6821.902.9656
2118.902.14.41.234
43.780.220.0484.0128
1004.1543
Calculated chi square valuedegree of freedomlevel of significant
5%
4.154339.483.
InferenceSince the computed value lesser than the table value,
so we accept null hypothesis (H0). Therefore there is no
significant relationship between gender and quality
performance.
Table 4.23 SHOWING TWO WAY ANOVA FOR AREA AND RECEIVE OF
COMMUNICATION.
Communication receive
AreaVery clearclearnot clearCannot sayTotal
Rural451221482
Urban833014
City00000
Town20114
total5515255100
Hypothesis Ho=There is no Significant relationship between area
and communication receive. H1= There is a Significant relationship
between area and communication receive.Correction Factors = T (2)
---------------- N = (100)2 /16 = 625
Total Sum of Square (TSS) = 2714 625 = 2089.Column Sum of Square
(CSS) = 55 /4+ 15/4+ 25/4+ 5/4-cf= 975-625=350.Raw Sum of Square
(RSS) = 82/4+14/4+0/4+4/4-cf =1681+49+0+4-625 = 1734- 625 = 1109.
Error Sum of Square (ESS) = TSS (CSS+RSS) = 2089 [350+1109] =
2089-1459=630.Table 4.24 Two Way ANNOVA Table.SourceSum of
SquareDegrees of FreedomMean Sum of SquareF value
TSS2089(16-) = 15139.26
CSS350(4-1) = 3116.661.667
RSS1109(4-1) = 3369.65.28
ESS63015-(3+3) = 970
LEVEL OF SIGNIFICANCE 5%Column: (3-9): 8.81Raw: (3-9):
8.81INFERENCE:(1) Column: (3-9): 8.81.Since the computed value is
less than the table value, so we accept our null hypothesis (H0).
Therefore there is no significant relationship between area and
communication receive(2) Raw: (3-9): 8.81.Since the computed value
is less than the table value, so we accept our null hypothesis
(H0). Therefore there is no significant relationship between area
and communication receives.
5.1 FINDINGS From the study it is found that 45% of the
respondents in the middle age group. The 63% respondents are
female. The 82% of the respondents are from rural area. The factors
affecting purchasing decision of the customers are the quality
(52.5%) of the product by the company. The 55% customers say the
sulfex mattress is a good product. The 30% of the customer use
fantasy plus type mattress. Majority (70%) of the customers getting
aware about sulfex mattress from advertisement as well as through
other media (15%). The 36.25% of the customer agreed that the
quality provided by the company is average. Usually 45% the
customer purchases the product in the winter season The 95% of the
customer says the dealer provided the offer in every purchase. The
70% of the offer is the free pillow. The most 56.25% of the
customer agree that the pricing system of a sulfex is average. From
the study it is clear that 55% respondents say they have good
distribution network. The study discloses that the customers
satisfaction mainly related to quality of sulfex mattress. The
supplier provided fair response (22.5%) depending up on the
customer complaints. The60% of the customer says the delivery
performance of a sulfex is fair. The 72.5% of the customer have
good experience with sulfex Mattress Company. 5.2 SUGGESTIONS
Company need to come up with new attractive schemes to capture
the more customer and not only that the company must focus to
retain the existing customer. Company must focus on their colour of
a mattress product. Tough competition reduces their brand image and
so company must improve their brand image. Company has to improve
their promotion method in the remote area. Company must satisfy the
customers by providing attractive schemes and it will help the
company to get strong position in the market. Company distribution
method is good but they have to improve as excellent and to get
more preference than the competitors.
CONCLUSION
Sulfex have made considerable achievements in the area of
mattress and related products. The company has operational
experience of above ten years. Dedicated work and vision of MTP
Muhammad Kunhi has enabled the company to reach its position today.
Companys quality and loyalty is worth considering. Through their
efforts and quality, company has able to establish a good
reputation. The market and goodwill it enjoys appreciable indeed.
The major achievement of the company is definitely in the area of
technology; in fact compact production which is not only unbeatable
to domestic player but also for global companies. The company is
intact very keen on up gradation and implementation of latest
technology wherever possible. Successful company is one which
certain up and down in the market and able to win the battle. In
fact Sulfex has been in existence for the last ten years and it is
all set to step into next millennium with glorious memory to
sell.
QUESTIONNAIRE ABOUT CUSTOMER PERCEPTIONPERSONAL DETAILS
1. Name: .. (optional)
1. Age : 18-25 25-35 35-45
45-60 Above 60
1. Gender: male female
1. Occupation : student government employee Professional others
1. Area of live : Rural Urban City town1. Are you a customer of
sulfex mattress?
Yes No If no, why dont you purchase sulfex mattress products?
High price poor quality
Poor brand image cant say
Whether dont you get any awareness about sulfex mattress
product? Yes No
7. If yes, which thing you force to buy the sulfex matters
product? Quality Price Brand image Convinces 8. What is your
opinion about the sulfex mattress product? Excellent good Average
poor 9. What type of sulfex mattress is using? President Excelsior
Tranquil Fantasy plus Heritage 10. How did you come to know about
sulfex mattress? Advertising Relative and Friends Peer group other
11. How will you rate the quality performance of sulfex mattress?
Very Good Good Average Satisfactory Not satisfactory 12. In which
season did you purchase sulfex mattress? Summer winter Rainy spring
13. Did you get any offer from the dealers? Yes No Occasionally 14.
If yes, what was that offer? Free pillow Bed sheet Others 15.
Please rate the pricing system of a sulfex mattress? Very high High
Average Low very low 16. Whether communication and instructions
received from the staff was clear? Very clear clear Not clear cant
say 17. When you have contacted the dealers how rapid and efficient
was the response? Excellent Good Fair Average Poor
18. How do you rate the delivery performance of sulfex mattress?
Excellent Good Fair Average Poor 19. How would you rate your
overall experience with sulfex mattress? Very good Good Average Bad
Very bad 20. The overall rate of a supplier's performance?
Excellent Good Fair Average Poor 21. Next time when you purchase
mattress will you go for sulfex mattress? Yes No 22. What
improvement do you suggest? Quality Packaging style Design Colors
23. Please rate the affordability of sulfex products? High Average
Low Very low
Thank You
BIBLIOGRAPHY
Marketing Management by Philip Kotler Memorandum and Articles of
Association www.sulfexmattress.com www.indiainfoline.com