Project Report On Market Survey On Brand Equity
Project Report On Market Survey On Brand Equity
TABLE OF CONTENTS
CHAPTER
LIST 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
IX
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
LIST OF CHARTS
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 MEMBERSHIP
The 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
14 69 731 1 815
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:
Position I I
1989-90
I II III I II II III
1990-91
Spindle Profit Cash gain per spindle Machine Productivity Labour Productivity
SPINNING
The 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.
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 MANAGEMENT
Pondicherry 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
Production Wing
Labour Officer
Admn. Manager
Controller of Accounts
Elec. Engineer
Clerks
Clerks
Engineering wing
ORGANISATION STRUCTURE
The 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.
ENGINEERING WING
This 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 WING
This 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.
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
marketing planning is to extend customer life time value, with brand management serving as a major marketing tool.
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
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
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
= =
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
Frequency 43 7 50
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
sex
50
40
30
20
Frequency
10
0 male f emale
sex
particulars
Customer Agent Total
Frequency
40 10 50
Percentage
80.0 20.0 100.0
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
occuption
50
40
30
20
Frequency
10
0 customer agent
occuption
particulars
Spin co Aft Others Total
Frequency
27 15 8 50
Percentage
54.0 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.
20
10
Frequency
Frequency
10 22 14 4 50
Percentage
20.0 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
20
10
Frequency
TABLE NO: 5.5 Respondents based on how did know the brand particulars
Print media Visual media Friends Agent Other Total
Frequency
12 12 8 16 2 50
Percentage
24.0 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
10
Frequency
Frequency
22 22 5 50
Percentage
44.0 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
20
10
Frequency
Inference:
The above table infers that 52% belong to the spin co brand, 38% belong to the AFT brand, 10% belong to the others.
20
10
Frequency
particulars
Highly satisfied Satisfied Neutral Total
Frequency 21 20 9 50
Inference:
42% of the customers are highly satisfied,40 of the customers are satisfied & other 18% of customers are neutral.
20
10
Frequency
Inference:
The above table infer that 54% of purchase directly from the company, 46% of purchase from the agent.
channal of purchase
30
20
Frequency
10
channal of purchase
particulars
Quick sales Cost benefit Traditional purchasing Total
Frequency 18 29 3 50
Inference:
The above table infers that 36%of quick sales, 58%of cost benefit, & 6% of traditional purchase.
20
10
Frequency
Inference:
The most respondents may opinion on price 40% normal, 32%respondents high, 22%have very high
30
20
Frequency
10
particulars
Yes No Total
Frequency 28 22 50
Inference:
From above table shows that frequency of strong brand image is 56% of yes and 44% of no.
20
10
Frequency
0 yes no 3
particulars
Highly satisfied Satisfied Neutral Total
Frequency 17 24 9 50
Inference:
The total number of respondents 50, discount provide they satisfied 48%, 34%belong highly satisfied ,18%belong to the neutral
20
10
Frequency
particulars
Yes No Total
Frequency 19 31 50
Inference:
The above table infers that 62% of the respondents belong to the No, 38%of the belong to the yes.
30
20
Frequency
10
0 yes no
particulars
Quality Price Credit Customer satisfaction Other Total
Frequency 5 11 7 1 26 50
Inference:
The above table infers 52% of the others, price will be more 22%,credit belong to the 14%
if yes means
30
20
10
Frequency
if yes means
particulars
Yes No Some time Total
Frequency 20 11 19 50
Inference:
The above table infers that 40% belong to the Yes, 38% belongs to the some time 22% belong to the No
20
10
Frequency
particulars
Superior then competitor Equal to competitor Inferior to competitor Total
Frequency 18 27 5 50
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.
20
10
Frequency
Total 103 96 99
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 CORRELATION
Satisfied 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
(xy x N) (x x y)
x2 x N (x2) y2 x N (y)2
512
512 235,376
= + 0.95
CHAPTER VI
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
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
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
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
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
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
BOOKS
1.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