Submitted by
Mr. UNNIKRISHNAN K P
Register No: 098001602046
BONAFIDE CERTIFICATE
This is to certify that the main project, entitled A STUDY ON CUSTOMER
PERCEPTION
TOWARDS
SULFEX
INDIA
PVT
LMTD
KANNUR.
fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS
ADMINISTRATION
is
record
of
original
research
work
done
by
Faculty Guide
Director/ HOD
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
REVIEW OF LITERATURE
14
RESEARCH METHODOLGY
20
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
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28
29
30
31
32
33
34
35
36
37
38
39
40
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
43
44
45
46
47
IMPROVEMENT SUGGECTION
48
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
Page
No
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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
4.1.18
4.1.19
4.1.20
4.1.21
4.1.22
4.1.22
4.1.23
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
14
targeting
and
positioning
segmentation
means,
15
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.
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.
the
domestic
front,
initially
the
growth
of
rubberized
coir
18
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
19
20
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
22
the
on
imported
machineries
and
highly
skilled
manpower.
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.
2.
24
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
luxurious
Exudes
Excels
experiences.
elegance
and
sink
in
softly.
Strong
inner
sure
range
range
indulge in.
ton
President!
pick
your
right
surrender!
offers
The
you
wide
a
lot
26
Tranquil
Fa
ntasy Plus
Sulfex
taking
into
account
the
Fantasy
Offers
your
the
hoteliers
covering
and
satisfy every
taste.
lends
softness,
fun-filled
Plus
choice
indulgences.
mattress
to
pamper
for
their
Heri
tage
A
top-of-the-line
mattress.
Offers
economy
you
soft
Pillows
plus
luxury,
with
& Bolsters
designs
choose from.
the
best
mattress,
to
27
Quick
bolsters.
dry MATS
Sulfex introduces a
range
of
finely
kitchens
The
Quick
&
Dry
capacity.
Easy
to
clean
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.
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
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)
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
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
The geographical area is the most important one while go for the survey
Methods. Samples were selected in and around of payyanur.
36
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.
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.
39
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.
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
41
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
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.
NUMBER
RESPONDETS
OF PERCENTAGE
8%
GOVERNMENT
EMPLOYEE
27
27%
PROFESSIONAL
13
13%
OTHERS
52
52%
100
100%
TOTAL
43
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
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
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.
OPTION
NUMBEROF
RESPONDETS
PERCENTAGE
HIGH PRICE
20%
POOR QUALITY
10%
POOR BRAND
IMAGE
40%
CANT SAY
30%
20
100%
TOTAL
46
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
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.
NUMBER OF
RESPONDETS
PERCENTAGE
QUALITY
42
52.5%
PRICE
30
37.5%
BRAND IMAGE
6.25%
CONVIENCE
3.75%
80
100%
TOTAL
48
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
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
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%
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
NUMBER OF
RESPONDETS
PERCENTAGE
ADVERTISING
56
70%
RELATIVE AND
FRIENDS
10%
PEER GROUP
5%
OTHER
12
15%
TOTAL
80
100%
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
6.25 3.75
23.75
30
Very good
Good
Average
36.25
Satisfactory
Not satisfactory
INTERPRETATION
53
NUMBER OF
RESPONDETS
PERCENTAGE
RANK
SUMMER
12
15%
WINTER
36
45%
RAINLY
14
17.5%
SPRING
18
22.5%
TOTAL
80
100%
54
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.
NUMBER OF
RESPONDETS
PERCENTAGE
YES
76
95%
NO
0%
OCCASIONALLY
5%
80
100%
TOTAL
55
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
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
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
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%
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%
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
NUMBER OF
RESPONDETS
VERY GOOD
15
18.75%
GOOD
58
72.5%
BAD
8.75%
VERY BAD
0%
80
100%
TOTAL
PERCENTAGE
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
NUMBER OF
RESPONDETS
PERCENTAGE
EXCELLENT
12
15%
GOOD
18
22.5%
FAIR
44
55%
AVERAGE
7.5%
POOR
0%
TOTAL
80
10%
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%
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.
NUMBER OF
RESPONDETS
13
PERCENTAGE
16.25%
RANK
3
65
Packaging style
24
30%
design
8.75%
colors
36
45%
total
80
100%
IMPROVEMENT SUGGECTION
50
45
40
30
30
N o of respondents
20
16.25
8.75
10
0
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.
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%
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
(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
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
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
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
72
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 factors affecting purchasing decision of the customers are the quality
(52.5%) of the product by the company.
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 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 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.
Tough competition reduces their brand image and so company must improve their
brand image.
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
and
related
products.
The
company
has
operational
76
.. (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
77
High price
Poor brand image
poor quality
cant say
7.
No
product?
Quality
Price
Brand image
Convinces
good
Average
poor
Excelsior
Tranquil
Fantasy plus
Heritage
Peer group
other
11. How will you rate the quality performance of sulfex mattress?
78
Very Good
Good
Average
Satisfactory
Not satisfactory
winter
Rainy
spring
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
Good
Fair
Average
Poor
19. How would you rate your overall experience with sulfex
mattress?
Very good
Good
Average
Bad
Very bad
Good
Average
Poor
21. Next time when you purchase mattress will you go for sulfex
mattress?
80
Yes
No
Packaging style
Design
Colors
Average
Low
Very low
Thank You
BIBLIOGRAPHY
www.sulfexmattress.com
www.indiainfoline.com
81