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1

A STUDY ON CUSTOMER PERCEPTION TOWARDS THE


SULFEX INDIA PRIVATE LIMITED, KANNUR
Project report submitted in partial fulfillment of the requirements of Anna
University of technology for the Award of the Degree in
Master of Business Administration

Submitted by
Mr. UNNIKRISHNAN K P
Register No: 098001602046

Under the guidance of


Ms. M. BHARANIESWARI
Lecturer

Department of Management Studies


CMS College of Engineering
Namakkal 637003.
JUNE 2011

BONAFIDE CERTIFICATE
This is to certify that the main project, entitled A STUDY ON CUSTOMER
PERCEPTION

TOWARDS

SULFEX

INDIA

SUBMITTED TO THE ANNA UNIVERSITY

PVT

LMTD

KANNUR.

Technology Coimbatore in partial

fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS
ADMINISTRATION

is

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 Guide

Director/ HOD

Viva- voce examination held on-------------------------------

Internal Examiner

Date:
Place:

External Examiner

CERTIFICATE

DECLARATION

DECLARATION
I, 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:
Place:

UNNIKRISHNAN K P

ACKNOWLEDGEMENT

ACKNOWLEDGEMENT
The 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

CONTENTS

II

LIST OF TABLES

III

LIST OF FIGURES

IV

ABSTRACT

INTRODUCTION
1.1 INTRODUCTION TO THE STUDY

1.2 INDUSTRY PROFILE

1.3 COMPANY PROFILE

REVIEW OF LITERATURE

14

RESEARCH METHODOLGY

20

ANALYSIS AND INTERPRETATION

24

FINDINGS

5.1 FINDINGS

55

5.2 SUGGESTIONS

56

5.3 CONCLUSION

57

APPENDICES

58

BIBILOGRAPHY

62

LIST OF TABLES
SN
4.1.1
4.1.2
4.1.3
4.1.4
4.1.5
4.1.6
4.1.7
4.1.8
4.1.9
4.1.1
0
4.1.1
1
4.1.1
2
4.1.1
3
4.1.1
4
4.1.1
5
4.1.1
6
4.1.1
7

Particulars

Page No

AGE OF THE RESPONDENTS


THE GENDER OF THE RESPONDENTS
OCCUPATION OF RESPONDENTS
AREA OF RESPONDENTS
CUSTOMER OF A SULFEX MATTRESS
REASON FOR NOT PURCHASE
AWARENESS ABOUT THE PRODUCT
PURCHASE MOTIVE
OPINION ABOUT SULFEX
USAGE TYPE OF MATRESS

26
27
28
29
30
31
32
33
34
35

AWARNESS ABOUT THE PRODUCT

36

THE QUALITY PERFORMANCE OF SULFEX

37

RESPONDENTS PURCHASING ATTITUDE AS PER THE


SEASON

38

OFFERS GIVEN BY DEALER

39

THE OFFER OF PRODUCT

40

OPINION ABOUT PRICING SYSTEM OF A SULFEX

41

FLOW OF INFORMATION

42

10

4.1.1
8
4.1.1
9
4.1.2
0
4.1.2
1
4.1.2
2
4.1.2
2
4.1.2
3

THE RESPONSE OF A DEALER

43

DELIVERY PERFORMANCE OF A DEALER

44

RATE THE EXPERIENCE WITH SULFEX

45

RATE THE SUPPLIERS PERFORMANCE

46

NEXT TIME WILL YOU PURCHASE

47

IMPROVEMENT SUGGECTION

48

RATE THE AFFORDABILITY

49

LIST OF CHARTS
PARTICULARS
SN
4.1.1
4.1.2
4.1.3
4.1.4
4.1.5
4.1.6
4.1.7
4.1.8
4.1.9
4.1.10
4.1.11
4.1.12

AGE OF THE RESPONDENTS


THE GENDER OF THE RESPONDENTS
OCCUPATION OF RESPONDENTS
AREA OF RESPONDENTS
CUSTOMER OF A SULFEX MATTRESS
REASON FOR NOT PURCHASE
AWARENESS ABOUT THE PRODUCT
PURCHASE MOTIVE
OPINION ABOUT SULFEX
USAGE TYPE OF MATRESS
AWARNESS ABOUT THE PRODUCT
THE QUALITY PERFORMANCE OF SULFEX

Page
No
26
27
28
29
30
31
32
33
34
35
36
37

11

4.1.13

38

4.1.14
4.1.15
4.1.16
4.1.17

RESPONDENTS PURCHASING ATTITUDE AS PER


THE SEASON
OFFERS GIVEN BY DEALER
THE OFFER OF PRODUCT
OPINION ABOUT PRICING SYSTEM OF A SULFEX
FLOW OF INFORMATION

4.1.18
4.1.19
4.1.20
4.1.21
4.1.22
4.1.22
4.1.23

THE RESPONSE OF A DEALER


DELIVERY PERFORMANCE OF A DEALER
RATE THE EXPERIENCE WITH SULFEX
RATE THE SUPPLIERS PERFORMANCE
NEXT TIME WILL YOU PURCHASE
IMPROVEMENT SUGGECTION
RATE THE AFFORDABILITY

43
44
45
46
47
48
49

39
40
41
42

12

ABSTRACT

ABSTRACT
A 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.

13

A STUDY ON CUSTOMER PERCEPTION TOWARDS THE


SULFEX INDIA PRIVATE LIMITED, KANNUR
1.1.1 Introduction
The 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.

14

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

15

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 PROBLEM


The 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

16

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 STUDY


1. To Find out Customer Perception of Sulfex Mattress
2. To analyze the Demographic profile of the customer
3. To know the Intervening factor which help to take decision
making
4. To find overall satisfaction of Sulfex Customer
5. 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

17

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 coir


The 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

18

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

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 decades


From 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

19

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 India


Prior 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, Bengal
2. Kurl-on, Bangalore, Karnataka
3. Duroflex, Alapuzha, Kerala
4. Agreenco fiber foam, Kannur, Kerala
5. Restoflex, Bangalore, Karnataka
Even 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.

20

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

21

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 singleminded dedications, behind. Sulfex mattresses are crafted precisely, as

22

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 Undertakings


Sulfex 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 Products
3. Sulfex Mattress Company.

23

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 Motto
1.

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.

24

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 Profile
A front line manufacturer with established corecompetencies, 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

25

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 are
1. Sulfex President Mattress
2. Sulfex Fantasy plus Mattress
3. Sulfex Heritage Mattress
4. Sulfex Excelsior Mattress
5. Sulfex Tranquil Mattress
Pres

most

ident

ior

Sulfex President

Sulfex

Designed

Excelsior Exquisite elegance

specially for the

takes the shape pf mattress!

luxurious

Exudes

Excels

experiences.

elegance

You'll admire the majestic

and

quilting, and the superior

indulgence, every inch. Super

quality of the cloth and the

thick, with rich rubber topping to

finest shades and designs.

sink

As for its comfort , youll

in

softly.

Strong

inner

backing to help your body retain

sure

the natural contours. A wide

range

range

indulge in.

ton

President!

pick

your

right

surrender!
offers

The

you

wide
a

lot

26

Tranquil

Fa

The perfect hospital mattress.

ntasy Plus

Designed and made carefully,

Sulfex

taking

plush, but firm backing for

into

account

the

Fantasy

Offers

demanding needs of hospital

your

wards and operating tables. The

Yes, its the ideal comfort that

unique combination of coir and

newly-weds yearn for. Its also

latex helps patients relax in

the

comfort. The high quality rexine

hoteliers

covering

and

choicest guests. Wide range to

prevents any kind of moisture

satisfy every

seeping down to the insides.

taste.

lends

softness,

fun-filled

Plus

choice

indulgences.

mattress

to

pamper

for
their

Washable, untreatable, easy to


carry and foldable.

Heri
tage
A

top-of-the-line

mattress.

Offers

economy
you

soft

comfort and firm backing.


Looks
Cushions,

Pillows

plus

luxury,

with

superb finishing, tape edging

& Bolsters

and trendy cover design. A

Pillows & Bolsters A range of

rich collection of pastel/floral

exquisite pillows, cushions and

designs

bolsters. Available in matching

choose from.

colour and designs. When you


choose

the

best

mattress,

complement them with the best

to

27

- Sulfex pillows, cushions and

Quick

bolsters.

dry MATS
Sulfex introduces a
range

of

finely

crafted mats. For


entrances,
bathrooms.

kitchens
The

Quick

&
Dry

bathroom mats have excellent


moisture-absorption

capacity.

And dries well in normal room


temperature.

Easy

to

clean

and lasts long.

Sulfex President
Designed 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 plus


Offers 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.

28

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 Excelsior
Exquisite 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

29

( 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.

30

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

31

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,

32

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

33

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

34

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 DESIGN
Research 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

35

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 method
3.2 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

36

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 SIZE
The 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 INSTRUMENT
Data 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

37

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 METHOD
Interview 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 ANALYSIS


The 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

100

From the above formula, we can get percentages of the data given by the respondents.

3.8.2

CHI-SQUARE

38

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
X 2= ( OiEi ) 2/ Ei
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

39

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.

40

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 RESPONDENTS
CATEGORY

NUMBER OF
RESPONDETS

PERCENTAGE

18-25

8%

25-35

26

26%

35-45

45

45%

45-60

19

19%

2%

100

100%

ABOVE 60
TOTAL

FIGURE 4.1.1. AGE OF RESPONDENTS

41

AGE LEVEL OF RESPONDENTS


50
40
No of respondents

30
20
10
0

2
18-25

25-35

35-45

45-60

Above 60

Age

INTERPRETATION
The 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 25-35,4560,18-25 and above 60.
TABLE 4.1.2 THE GENDER OF THE RESPONDENTS

GENDER

NUMBER OF
RESPONDETS

PERCENTAGE

MALE

37

37%

FEMALE

63

63%

100

100%

TOTAL

FIGURE 4.1.2.GENDER OF A RESPONDENTS

42

GENDER

male

37%

female

63%

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 RESPONDENTS


OCCUPATION
STUDENT

NUMBER
RESPONDETS

OF PERCENTAGE

8%

GOVERNMENT
EMPLOYEE

27

27%

PROFESSIONAL

13

13%

OTHERS

52

52%

100

100%

TOTAL

43

FIGURE 4.1.3.OCCUPATION LEVEL OF RESPONDENTS

OCCUPATION OF RESPONDENTS
student
8%

government
employee

27%

52%
13%

professional
others

INTERPRETATION
From 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

AREA OF RESPONDENTS
NUMBER OF
RESPONDETS

PERCENTAGE

RURAL

82

82%

URBAN

14

14%

CITY

0%

TOWN

4%

TOTAL

100

100%

44

FIGURE 4.1.4. AREA OF RESPONDENTS.

AREA OF RESPONDENTS

14%

4%

Rural
urban
city

82%

town

INTERPRETATION
The 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 MATTRESS
CUSTOMER

NUMBER OF
RESPONDETS

PERCENTAGE

YES

80

80%

NO

20

20%

100

100%

TOTAL

FIGURE 4.1.5. RESPONDENTS PREFERENCE

45

customer of sulfex

20

yes
no

80

INTERPRETATION
From 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

OPTION

NUMBEROF
RESPONDETS

PERCENTAGE

HIGH PRICE

20%

POOR QUALITY

10%

POOR BRAND
IMAGE

40%

CANT SAY

30%

20

100%

TOTAL

46

FIGURE 4.1.6 REASON FOR NOT PURCHASE

40

20

30

po
or
br
an
d

im

ag
e

pr
ic
e

10

H
ig
h

No of respondents

40
35
30
25
20
15
10
5
0

Reason

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 PRODUCT
OPINION

NUMBER OF
RESPONDETS

PERCENTAGE

YES

17

85%

NO

15%

20

100%

TOTAL

47

FIGURE4.1.7. AWARENESS ABOUT THE PRODUCT


AWARENESS CHART

15%
yes
no

85%

.
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 MOTIVE


PERCEPTION

NUMBER OF
RESPONDETS

PERCENTAGE

QUALITY

42

52.5%

PRICE

30

37.5%

BRAND IMAGE

6.25%

CONVIENCE

3.75%

80

100%

TOTAL

48

FIGURE4.1.8. PURCHASE MOTIVE

6% 4%
38%

53%

quality
price
brand image
convience

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

49

OPINION

NUMBER OF
RESPONDETS

PERCENTAGE

10%

GOOD

44

55%

AVERAGE

24

30%

POOR

5%

TOTAL

80

100%

EXCELLENT

FIGURE 4.1. 9. OPINIONS ABOUT SULFEX


60
50
40
55

30
20
10

30
10

0
Excellent

Good

Average

Poor

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.

50

TABLE 4.1.10 USAGE TYPE OF MATRESS


PERCEPTION

NUMBER OF
RESPONDETS

PERCENTAGE

RANK

PRESIDENT

15

18.75%

EXCELSIOR

16

20%

TRANQUIL

13

16.25%

FANTASY PLUS

24

30%

HERITAGE

12

15%

TOTAL

80

100%

FIGURE 4.1.10. RESPONDENTS USAGE TYPE OF MATTRESS

15

18.75
president
Excelsior
16.25

30

tranquil
fantasy plus
Heritage

20

INTERPRETATION
From 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%.

51

TABLE 4.1.11 AWARNESS ABOUT THE PRODUCT


PERCEPTION

NUMBER OF
RESPONDETS

PERCENTAGE

ADVERTISING

56

70%

RELATIVE AND
FRIENDS

10%

PEER GROUP

5%

OTHER

12

15%

TOTAL

80

100%

FIGURE4.1.11. AWARNESS ABOUT THE PRODUCT

15%
5%

Advertising
Relative and friends

10%

peer group
70%

others

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

52

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 SULFEX
PERCEPTION

NUMBER OF
RESPONDETS

VERY GOOD

3.75%

GOOD

19

23.75%

AVERAGE

29

36.25%

SATISFACTORY

24

30%

6.25%

80

100%

NOT SATISFACTORY
TOTAL

PERCENTAGE

FIGURE 4.1.12 THE QUALITY PERFORMANCE OF SULFEX

6.25 3.75
23.75

30

Very good
Good
Average

36.25

Satisfactory
Not satisfactory

INTERPRETATION

53

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
SEASON
PERCEPTION

NUMBER OF
RESPONDETS

PERCENTAGE

RANK

SUMMER

12

15%

WINTER

36

45%

RAINLY

14

17.5%

SPRING

18

22.5%

TOTAL

80

100%

54

FIGURE 4.1.13.RESPONDENTS PURCHASING ATTITUDE

SEASON

23%

15%
summer
winter
rainly
spring

18%
45%

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 DEALER


OPINION

NUMBER OF
RESPONDETS

PERCENTAGE

YES

76

95%

NO

0%

OCCASIONALLY

5%

80

100%

TOTAL

55

FIGURE 4.1.14 OFFERS GIVEN BY THE DEALER


OFFERS GIVEN BY THE DEALER
100
90
80
70
60
N of respondents

50
40
30
20
10
0

Yes

No

Occasionally

opinion

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 PRODUCT
OFFER

NUMBER OF
RESPONDETS

PERCENTAGE

FREE PILLOW

56

70%

BED SHEET

16

20%

10%

80

100%

OTHERS
TOTAL

56

FIGURE 4.1.15 THE OFFER OF PRODUCT

OFFER GIVEN BY DEALER

20%

10%

free pillow
Bed sheet

70%

Others

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 SULFEX
OPINION
VERY HIGH

NUMBER OF
RESPONDETS

PERCENTAGE

8.75%

HIGH

15

18.75%

AVERAGE

45

56.25%

LOW

13

16.25%

0%

80

100%

VERY LOW
TOTAL

57

FIGURE 4.1.16 OPINION ABOUT PRICING SYSTEM OF A SULFEX

PRICING SYSTEM
56.25

60
50
40
30
no of respondents

18.75

20

16.25

8.75

10
lo
w

ve
ry

Av
er
ag
e

ve
ry

hi
gh

rate

INTERPRETATION
From 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
OPINION

NUMBER OF
RESPONDETS

PERCENTAGE

VERY CLEAR

44

55%

CLEAR

24

15%

NOT CLEAR

10

25%

CANT SAY

5%

80

100%

TOTAL

58

FIGURE 4.1.17FLOW OF INFORMATION BETWEEN DEALERS AND


CUSTOMER
FLOW OF INFORMATION
5%
Very clear

25%

clear
Not clear
55%

can't say

15%

INTERPRETATION
Figure 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 DEALER

59

OPINION

NUMBER OF
RESPONDETS

EXCELLENT

PERCENTAGE

10%

GOOD

21

26.25%

FAIR

45

56.25%

AVERAGE

7.5%

POOR

0%

TOTAL

80

100%

FIGURE 4.1.18.RESPONSE OF DEALERS


RESPONSE OF DEALERS
60
50
40
No of Respondents 30
20
10
0

excellent good

fair

average

poor

opinion

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 DEALER

60

PERFORMANCE

NUMBER OF
RESPONDETS

EXCELLENT

PERCENTAGE

10%

GOOD

20

25%

FAIR

48

60%

AVERAGE

5%

POOR

0%

TOTAL

80

100%

FIGURE 4.1.19.DELIVERY PERFORMANCE OF A DEALER

DELIVERY PERFORMENCE OF A DEALER


Excellent

good

fair

Average

poor

5% 10%
25%
60%

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.

61

TABLE 4.1.20 RATE THE EXPERIENCE WITH SULFEX


EXPERIENCE

NUMBER OF
RESPONDETS

VERY GOOD

15

18.75%

GOOD

58

72.5%

BAD

8.75%

VERY BAD

0%

80

100%

TOTAL

PERCENTAGE

FIGURE 4.1.20 RESPONDENTS EXPERIENCE WITH SULFEX


RESPONDENTS EXPERIENCE WITH SULFEX
8.75

18.75
very good
good
bad
very bad

72.5

INTERPRETATION
Figure shows 72.5% respondents rate the experience as good
and18.75% says they had very good experience. And 8.75% go with
bad experience.

62

TABLE4.1.21 RATE THE SUPPLIERS PERFORMANCE


PERFORMANCE

NUMBER OF
RESPONDETS

PERCENTAGE

EXCELLENT

12

15%

GOOD

18

22.5%

FAIR

44

55%

AVERAGE

7.5%

POOR

0%

TOTAL

80

10%

FIGURE 4.1.21 THE SUPPLIERS PERFORMANCE

63

RATE OF SUPPLIER
60
50
40
Respondents

30
20
10
0

Excellent

good

fair

average

poor

Rate

INTERPRETATION
Table 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 Poor
TABLE 4.1.22 NEXT TIME WILL YOU PURCHASE
OPINION

NUMBER OF
RESPONDETS

PERCENTAGE

YES

56

70%

NO

24

30%

TOTAL

80

100%

FIGURE 4.1.22 .PURCHASING OPINION

64

PURCHASING OPINION

No; 30%

Yes; 70%

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 RESPONDENTS


OPINION
quality

NUMBER OF
RESPONDETS
13

PERCENTAGE
16.25%

RANK
3

65

Packaging style

24

30%

design

8.75%

colors

36

45%

total

80

100%

FIGURE 4.1.23. IMPROVEMENT SUGGECTION OF RESPONDENTS

IMPROVEMENT SUGGECTION
50

45

40
30

30
N o of respondents

20

16.25
8.75

10
0

quality packaging style Design

colors

OPINION

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 AFFORDABILITY

66

AFFORDABILITY

NUMBER OF
RESPONDETS

Weight
average

HIGH

24

24 x 4 =
96

30%

AVERAGE

36

36 x 3 =
108

45%

LOW

20

20 x 2 =
40

25%

0x1=0

0%

VERY LOW
TOTAL

PERCENTAGE

80

Rank

100%

FIGURE 4.1.24. AFFORDABLITY RATE


AFFORDABLITY RATE
45

50
40

30

30
no of responder

25

20
10
0
High

Average

Low

Very0low

Affordablity

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.

67

Awareness level
occupation

Advertisem
ent

Peer
group

Relative
and
friends
4

Government
employee
professional

12

27

13

others

49

52

total

70

10

15

100

student

other
s

CHI SQUARE 1

4. 21 OCCUPATION AND AWARENESS


Hypothesis
Ho=There is no Significant relationship between occupation and awareness.
H1= There is a Significant relationship between occupation and awareness.
Oi= Observed frequency
Ei= Expected frequency
Chi-Square(x2) =

(Oi-Ei)
------------------------Ei

Level of significance
For 5% degrees of freedom = (R-1) (C-1).
= (4-1) (4-1)
= (3) (3) =9.
= 16.919.

total

68

Table 4.21 Showing the Expected Frequency.


Oi

Ei

Oi-Ei

(Oi-Ei)

(Oi-Ei)/ Ei

5.6

-1.6

2.56

0.4571

0.8

3.2

10.24

12.8

0.4

-0.4

0.16

0.4

1.2

-1.2

1.44

0.24

12

18.9

-6.9

47.61

2.519

2.7

1.3

1.69

0.625

1.35

0.65

.4225

0.3129

4.05

4.95

24.5025

6.05

9.1

-4.1

16.81

1.8472

1.3

0.7

0.49

0.376

0.65

2.35

5.5225

8.4961

1.95

1.05

1.1025

0.5653

49

36.4

12.6

158.76

4.3615

5.2

-5.2

27.04

5.2

2.6

-2.6

6.76

2.6

7.8

-4.8

23.04

2.953

1oo
Calculated chi square
value
49.803

49.803
degree of freedom
9

level of significant 5%
16.919

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.

69

CHI SQUARE 2
4. 22 GENDER AND QUALITY PERFORMANCE

Quality performance
G

Very
good

good

averag
e

Male

18

Female

17

Total

24

ender

satisfacto
ry

Total

Not
satisfactor
y
2

18

21

63

36

30

100

37

Hypothesis
Ho=There is no Significant relationship between gender and quality
performance
H1= There is a Significant relationship between gender and gender
and quality performance
Oi= Observed frequency
Ei= Expected frequency
Chi-Square(x2) =

(Oi-Ei)
------------------------Ei

Level of significance
For 5% degrees of freedom = (R-1) (C-1).
= (5-1) (2-1)
= (4) (1) =4 = 9.483.

70

Table 4.22 Showing the Expected Frequency.


Oi

Ei

Oi-Ei

(Oi-Ei)

(Oi-Ei)/ Ei

1.48

-0.48

0.2304

.1556

8.88

-1.88

3.5344

.3980

18

13.32

4.68

21.902

1.6442

11.10

-2.1

4.41

.3972

2.22

-0.22

0.0484

.0218

2.52

0.48

0.2304

.0914

17

15.12

1.88

3.5344

.2337

18

22.68

-4.68

21.902

.9656

21

18.90

2.1

4.41

.234

3.78

0.22

0.0484

.0128

100

Calculated chi square


value
4.1543

4.1543

degree of freedom
3

level of significant 5%
9.483.

Inference
Since 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.

71

Table 4.23 SHOWING TWO WAY ANOVA FOR AREA AND RECEIVE OF
COMMUNICATION.
Communication receive
Area

clear

not clear

Cannot say

Total

Rural

Very
clear
45

12

21

82

Urban

14

City

Town

total

55

15

25

100

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

72

= 1734- 625 = 1109.


Error Sum of Square (ESS) = TSS (CSS+RSS)
= 2089 [350+1109]
= 2089-1459=630.
Table 4.24 Two Way ANNOVA Table.
Source
TSS

Sum of
Square
2089

Degrees of
Freedom
(16-) = 15

Mean Sum of
Square
139.26

F value

CSS

350

(4-1) = 3

116.66

1.667

RSS

1109

(4-1) = 3

369.6

5.28

ESS

630

15-(3+3) = 9

70

LEVEL OF SIGNIFICANCE 5%
Column: (3-9): 8.81
Raw: (3-9): 8.81
INFERENCE:
(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.

73

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.

74

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.

75

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.

76

QUESTIONNAIRE ABOUT CUSTOMER PERCEPTION


PERSONAL DETAILS
1 Name:
2 Age

.. (optional)
:

18-25
45-60

3 Gender:

male

4 Occupation :

25-35

35-45

Above 60
female
student

government employee
Professional
others
5 Area of live :

Rural
City

Urban
town

6 Are you a customer of sulfex mattress?


Yes
No
If no, why dont you purchase sulfex mattress products?

77

High price
Poor brand image

poor quality
cant say

Whether dont you get any awareness about sulfex


mattress product?
Yes

7.

No

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?

78

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
Average

High
Low

very

low
16. Whether communication and instructions received from the
staff was clear?
Very clear

clear

Not clear

cant say

79

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
Fair

Good
Average

Poor
21. Next time when you purchase mattress will you go for sulfex
mattress?

80

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

81

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