A STUDY ON MARKET SURVEY ON THE BRAND EQUITY TABLE OF CONTENTS
CHAPTER
TITLE
PAGE NO
LIST OF TABLES LIST OF CHARTS INTRODUCTION
1
1.1 Profile of Organizat Organization ion
1
II
REVIEW OF LITERATURE
9
III
OBJECTIVES
11
IV
RESEARCH METHODOLOGY
12
V
DATA ANALYSIS AND INTERPRETATION
16
VI
FINDINGS OF THE STUDY
35
VII
CONCLUSION AND SUGGESTION
36
VIII
LIMITATIONS OF THE STUDY
37
I
ANNEXURES IX
9.1 QUESTIONNAIRE 9.2 BIBILIOGRAPHY
38 – 39 40
LIST OF TABLE
LIST OF TABLE
S.no 1 S.no
NAME OF THE CHART Respondents of gender NAME OF THE TABLE
Page No 16 Page No
2 1 3 2
Occupation Table able showi howing ng resp respo onde ndents nts gende enderr Based on favorite brand Table able show showin ing g of the the Resp Respon onde dent ntss occu occupa pati tion on
17 16 18 17
34
ow ngincgon TaH bloewshlo fasvuomriete brand
1189
45
d iknngoh wotw helobnrgancdonsume TaH bloewshdoiw
1290
5 6
Table showing respondents know the brand Based on selecting the brand
20 21
6
Table Based on selecting the brand
21
7 7
Recent period purchase Table able showi howing ng rece recent nt peri period od purc purcha hase se
22 22
88
TaS baletissh fioew d itnhge sqautaisliftiyed the quality
2233
9 9 10
Table based on channel purchase Based on channel purchase Table able show showin ing g reas reason on for for usin using g bran brand d
24 24 25
10 11
Reason for using brand Table able show showin ing g base based d on opin opinio ion n pric pricee
25 26
1121
TaB blaesesd hoow gib edpo nin op naiosn rincestrong brand image
2276
13 12
Table ab sh ba deon disc discou ount nt prov provid idee Stle roshow ngowin bring angdbase imsed ag
28 27
14 13
Table able show showin ing g base based d swit switch ch over over to othe otherr bran brand d Based on discount provide
29 28
15 14 16 15 17
The table based on if yes means Switch over to other brand Table able show showin ing g Sugg Sugges estt buy buy this this bran brand d If yes means Table based on comments on quality
30 29 31 30 32
16 18
Suggest buy this brand
Weighted average method
31 33
17 19
Based on comments on quality Correlation
32 34
LIST OF CHARTS
CHAPTER -I 1.1 INTRODUCTION
PROFILE OF THE ORGANISATION GROWTH OF TEXTILE INDUSTRY
The birth of cotton textile industry can be traced back to the year 1818, When for the first time a mill was started in Calcutta. But its real foundation foundation was laid in Bombay Bombay with a mill set up in 1853 under PARSI Management. Early years marked a rapid progress and number of cotton mil1s increased up In Ahemedabad, Sholapur and Nagpur. In 1951 the total number of mills in this Industry was only 378 of which 103 where spinning and 275 were composite Mills. The number of cotton textile mill increased to 1051 in 1990; of this 770Were spinning mills .and 281 composite mills. The total investment in the fixed assets is 1300 crores. It contributes for about 25% of total exports. In pondicherry, the first spinning mill which started its operation be Desbarsyns de Richement', Governor of French rule at that time in 1827 on the western style. In 1828 Blin and Delbruck are businessmen of France have stared another spinning mill in PondiCherry with a production capacity ofabout700 Kg per day, and provided employment for 225 workers. Thus the organized mill sector provides employment to more than one million people in the country and about l/5th of the total employed in manufacturing industry. Its contribution of government revenue and to export earnings is substantial.
1.1.2 HISTORY OF THE MILL
The pondicherry Co-operative Spinning Mills was registered as cooperative Society under the pondicherry co-operative societies Act 1972 during the year 1979. This spinning mill is the first type of its kind in its venture in the union territory of Pondicherry. The society has been registered registered on 28-12-1979 28-12-1979,, the actual functionin functioning g commenced commenced in in the year year 1984. The The factory is situa situate ted d 22 Kms Kms away away from from pond pondic icher herry ry in the Natio National nal High Highwa ways ys 45-A 45-A,, betw betwee een n Pondicherry and Villupuram in the Village Thirubuvanai.
The foundation stone for the Mill was laid on 10.08.1981 by the then Chief Minister of Pondi Pondicher cherry ry and the factory factory was inaugurat inaugurated ed by the then his. Excelle Excellency ncy T.P. T.P. Twari, Twari, Lt.
Governor of Pondicherry on 16.11.1984. The trial production was made on 12.2.1984 and the Commercial production was started on 19.3.84. The mills Spindale was 25080 only. The Mill has achieved its full spinning capacity in the year 1987.
1.1.3 MEMBERSHIP The Mill was started with 138. Members with a share capital of Rs. 79, 9001- at the beginning and at Present there are 815 members with a share capital of Rs .689.31lakhs comprising as the following.
Particular "A"
Membership
Handloom weavers co-op Societies
"B"
Share Capital (in lakhs)
14
.
4.45
Other Co-operative Societies
69
3.72
"C"
Individuals
731
6.64
"D"
Government of Pondicherry
1
674.50
815
689.31
1.1.4 AWARDS COMPLEMENTED BY THE AIFCOSPIN
Among all the co-operatives in India, the Pondicherry Co-operative Spinning Mills has been identified as No.1 Mill for its profitability, Machine productivity, Net profit and Labour productivity. The Position placed by the Mill from 1987-88 to 1990-91 is detailed below:
AIFCOSPIN - All India Federation for Co-operative Spinning Mill- Bombay, It has awarded many awards. The position placed by the mill from 1987-88 to 90-91
Year
Selection Criteria
1987-88
Spindle Profit
1988-89
Spindle Profit
Position I
.
I
1989-90
1990-91
Spindle Profit
I
. Machine Productivity
II
Productivity per Spindle Shift
III
Spindle Profit
I
Cash gain per spindle
II
Machine Productivity
II
Labour Productivity
III
1.1.5 EXPANSION PROGRAMME The licensed capacity of the Mill is 39, 192-spindle unit. The installed capacity is 35,160 spindles with an average count of 40's to 6’s. By the year2001, the remaining capacity of 4,032 spindles will be erected.
1.1.6 PROCESS OF MANUFACTURING The Pondicherry co-operative spinning mills ltd. is processing with its Licensed capacity
SPINNING The process of spinning starts with ginning. Ginning is process by which Seeds are removed from the raw cotton. In this mill, the ginned cotton is directly purchased and so that the ginning is not carried on and the remaining .Process is followed as usual.
•
MIXING AND BLOW ROOM
Raw cotton is received at the mill in highly compressed bales. Bales of different varieties are opened at time and layer of cotton from each bale is fed alternatively, into the machine with a view to obtain uniform blend. It is cleaned in blow room line.
•
CARDING
The blow room lap is fed into carding machine. The cotton is subject to the action of sharp wire points of licker cylinder, doffer and flatter resulting in 'the further removal of neps and waste. After processing in, comes out in the cane.
•
DRAWING
On the drawing frame, a uniform sliver lab is produced- by 6 to 8 card sliver and drafting them proportionately. Here parallelization of fibers is achieved and this process is repeated twice for carded yam and the sliver lab is then fed to the speed frame.
•
SPEED FRAMES
This term' Speed frames' is used to designate a group of machines in which cotton in the form of drawing sliver is reduced to a much smaller size by drafting and a slight twist.
•
RING FRAMES
The final yam is spun on ring frames by drafting and twisting the rove from the speed frames. The drafts and twist .varies depending on the count and quality of yam required.
•
DOUBLING
Generally two yam threads are sending parallel on single cone on a doublers winding machine. Thereafter such yam is twisted together on a ring doubling machine to form a double yam.
1.1.7 BUSINESS
• The mill shall purchase the cotton required by spinning. • The mill shall produce such kinds of cotton yarn and staple fiber yarn as are required by the weaving units, by the weavers in union territory of pondicherry and by others.
• The yam required by the pondicherry state weavers co-operative societies and other primary weavers co-operative societies shall ordinarily be supplied by the mills.
• The Board of director may appoint necessary agent brokers etc on such terms and may be agreed upon for canvassing order.
1.1.8 FUNCTION OF THE MILL
The Pondicherry co-operative spinning mill is running with 3shifts. The production process is non – stop. The first shift timing is from 7 00A.M. to 3.30 P.M., The second shift is from 3.30 P.M .to 12.00MID NIGHT .And the third shift is from 12 MID NIGHT to 7.00 A.M. with a half -an- hour break for workers but not for production .Nearly 630 workers are working in the mill.
1.1.9 MANAGEMENT Pondicherry co-operative spinning mills ltd is governed by –laws its is managed by an Administrator, who is is I.A.S.officer and he is appointed by the Government of Pondicherry.
ORGANISZTION CHART
ADMINSTRATOR
Managing Director
Administration & Finance
Labour Officer
Production Wing
Admn. Manager
Controller of Accounts
Asst. Spinning Master (Maint)
Asst Spinning Master. (Qlty. cntrl)
Elec. Engineer
Clerks
Clerks
Supervisor for Prodn & Maintenance
Quality Control wing
Engineering wing
Masteries & Workers
ORGANISATION STRUCTURE
The organizational functions of the mill is divided into five namely,
• Production wing • Quality control wing • Engineering wing • Maintenance wing • Accounts and finance wing. • Administration wing PRODUCTION WING
The major activity concerned in the mill is production of yarn from raw Cotton. In this mill, the machineries and materials are equipped to produce yarn from the count range 305 to 1005. The Asst. Spinning Master (Maintenance & production) is in charge for the production wing. The supervisors in the production will look after the process of production in different stages. 6 staffs and 540 workers are working in production wing.
QUALITY CONTROL WING The main responsibility of this wing is to check the quality of yam and quality of raw materials. Asst. Spinning Master (Quality Control) is in charge for this wing. All the incoming raw materials and outgoing yam are checked in quality point of view. In this wing, nearly 10 staffs are working.
ENGINEERING WING This wing takes care of all electrical equipments and fittings in the organization. It also takes all preventive measures. An Electrical Engineer heads this wing. A group of 21 workers are worked in this department under the control of the Electrical Engineer
MAINTENANCE WING This wing is functioning under the head of Asst. Spinning Master (maintenance). This wing is taking care of maintenance of all machineries in the mills. This will take measures to maintain the machinery in good working condition. One staff and 68 workers are functioning in this wing.
ACCOUNTS AND FINANCE WING
The finance and accounts wing is playing an important role in this organization. This wing maintains a systematic record of the daily events of business. It also maintains records of all financial transactions to find out the profit or loss during the year, and to know the correct financial status of the mill. All payments and receipts are taken care by this wing. The controller of accounts heads this department and three staffs are working in this department
1.1.10 ADMINISTARATION WING Administrative manager is in charge for administrative wing. This department carries on purchases, sales stores and other administrative functions 31 staff are working in the wing
All the department (wings)are under the direct control and supervision of the Managing director .the administrative manager and concerned department head shall be consulted by the Managing director in all matters , where ever and when ever deemed necessary and their comment shall be consider while framing a policy decision.
CHAPTER-II REVIEW OF LITERATURE
Brand equity
Brand is a name or symbol used to identified the source of a product when developing a new product. Branding is on important decision .the brand can add significant value when its well recognized and as positive association in the mind of the consumer this concept is referred to as brand equity
Brand
According to American marketing association a brand is defined as the use of name term symbol or design, or some combination of these to identify the product of a certain seller from those of competitors” a brand identifies the product from buyers. A seller can earn the goodwill and have the patronage repeated.
Branding is the management process by which a product is branded it covers activities such as giving a brand name to a product, designing a brand mark and establishing and popularizing it. Brand makes it easy for consumer to identify products or services. It is a powerful instrument of demand creation and retention
Brand loyalty
It is the act of selective repeat purchasing of a brand. Once a consumer has developed a brand loyalty, it is hard to change his attitude towards that brand
Brand switching
Brand switching can be defined as the changing of consumer preference and use from one brand to another brand of a product quality, price ect.
Brand equity
Brand equity is an asset. Brand equity refer tot the power of brand in the market place. A powerful brand has high brand equity and customers will stick to that brand. A weak brand has less brand equity and customer major contributor to customer equity. The proper focus of
marketing planning is to extend customer life time value, with brand management serving as a major marketing tool.
Strength of brand equity to a company
• •
Strong brand equity offers the following advantages to accompany. The company will have more trade leverage in bargaining with distributors and
retailers and because customers except them to carry the brand.
• The company cans a charge a higher price than its competitors because the brand carries high perceived quality.
• The company cans more easily launch extensions because the brand name carries high credibility.
• The brand offers the company some defense against price competition.
CHAPTER-III
OBJECTIVE OF THE STUDY Primary objective
The main objective of the study is to determine the brand equity of pondicherry cooperative spinning mills ltd.
Secondary objectives
In order to study the above primary objective the following secondary objective have been proposed
• To find out customer preference about spin co • To study awareness of brand switch • To study factor influencing brand power of spin co • To determine the most important factor which influencing purchasing decision • To offer suggestion to the spin co & to improve its activities
CHAPTER -IV
RESEARCH METHODOLOGY
4.1 RESEARCH DESIGN
“A research design is the arrangement of conditions for collection and analysis data in a manner that aims to combine relevance to the researcher purpose with economy in procedure”. It constitutes the blueprint for the collection, measurement and analysis of data. As such the design includes an outline of what the researcher will do form writing the hypothesis and its operational implication to the final analysis of data.
More explicitly, the design decisions happen to be in respect of;
What is the study about?
Why is the study being made?
Where will the study be carried out?
What type of data is required?
Where can the data are found?
What periods of time will the study include?
What will be the sample design?
How will the data be analyzed?
In what style will the report be prepared?
What techniques of data collection will be used?
The Research Design undertaken for the study is Descriptive one . A study, which wants to
portray the characteristics of a group or individuals or situation, is known as Descriptive study. It is mostly qualitative in nature.
4.2 TYPES OF DATA COLLECTED
Primary Data
Questionnaires are prepared and telephone, personal interview was conducted. Most of the questions are consist of multiple choices. The structured interview method was undertaken. The interview was conducted in English as well as in Tamil. Proper care was taken to frame the interview schedule in such a manner it should be easily understood in view of educational level of the customer & agent. Generally 50 questions are prepared and asked to the customer and agent
Secondary Data
Secondary data was collected from Internets, various books, Journals, and Company Records.
4.3 QUESTIONNAIRE CONSTRUCTION
Questionnaires were constructed based on the following types
• Open ended questions • Close ended questions • Multiple choice questions 4.5 DEFINING THE POPULATIONS
The Population or Universe can be Finite or infinite. The population is said to be finite if it consist of a fixed number of elements so that it is possible to enumerate it in its totality. So In this projects consist of finite population.
4.6 SAMPLING PLAN
A sampling plan is a definite design for obtaining a sample from the sampling frame. It refers to the technique or the procedure the researcher would adopt in selecting some sampling
units from which inferences about the population is drawn. Sampling design is determined before any data are collected. Convenient Sampling technique was adopted. In this method the researcher select those units of the population in the sample, which appear convenient to him or the management of the organization where he is conducting research.
4.7 DESCRIPTION OF STATISTICAL TOOLS USED
Percentage method
Chi-square test
Correlation and
Weighted average method.
PERCENTAGE METHOD
In this project Percentage method test was used. The percentage method is used to know the accurate percentages of the data we took, it is easy to graph out through the percentages. The following are the formula
No of Respondent Percentage of Respondent =
x 100 Total no. of Respondents
From the above formula, we can get percentages of the data given by the respondents. CHI-SQUARE ANALYSIS
In this project chi-square test was used. This is an analysis of technique which analyzed the stated data in the project. It analysis the assumed data and calculated in the study. The Chisquare test is an important test amongst the several tests of significant developed by statistical. Chi-square, symbolically written as x 2 (Pronounce as Ki-Spare), is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. Formula (O-E) 2
χ2 = E
O
=
Observed frequency
E
=
Expected frequency
4.8 WEIGHTED AVERAGE METHOD
Weighted average can be defined as an average whose component items are multiplied by certain values (weights) and the aggregate of the products are divided by the total of weights.
One of the limitations of simple arithmetic mean is that it gives equal importance to all the items of the distribution.
In certain cases relative importance of all the items in the distribution is not the same. Where the importance of the items varies.
It is essential to allocate weight applied but may vary in different cases. Thus weightage is a number standing for the relative importance of the
CHAPTER -V DATA ANALYSIS & INTERPRETATION TABLE NO 5.1 Respondents based on the sex
The data collected is tabulated and analyzed as follows
particulars
Frequency
Percentage
Male
43
86.0
Female
7
14.0
Total
50
100.0
Sources:- Primary data
Inference: Out of the total 50 respondents surveyed 86%of the respondents (a maximum) had male 14% of the respondents had female CHART NO: 5.1
sex 50
40
30
20
y c n e u q e r F
10
0 male
se x
female
TABLE NO: 5.2
Respondents based on occupation
particulars
Frequency
Percentage
Customer
40
80.0
Agent
10
20.0
Total
50
100.0
Sources:- Primary data
Inference: Play on important role in influencing the buyer’s characteristics on brand out of the 50 respondents 80%of the total customer. 20% of the agent.
CHART NO: 5. 2
occuption 50
40
30
20
y c n e u q e r F
10
0 customer
occuption
agent
TABLE NO: 5. 3
Respondents based on favorite brand
particulars
Frequency
Percentage
Spin co
27
54.0
Aft
15
30.0
Others
8
16.0
Total
50
100.0
Sources:- Primary data
Inference: Favorite brand is the important factor which influence the consumer purchase decision process 54% of the respondents brand choice has been spin co brand 30% of the respondents brand choice has been AFT brand 16% of the respondents brand choice has been others.
CHART NO: 5.3
whate is your favorite brand 30
20
10 y c n e u q e r F
0 spinco
whate is your favorite brand
AFT
others
TABLE NO: 5.4
Respondents based on how long consume
particulars
Frequency
Percentage
5-yr
10
20.0
5-10yr
22
44.0
10-15yr
14
28.0
15-20
4
8.0
Total
50
100.0
Sources:- Primary data
Inference: Out of the total 50 respondents surveyed 44% of the respondents (a maximum) Had purchased 5-10 yr 28% of the respondents had purchase 10-15yr.
CHART NO : 5.4
how long do you consume this brand for busin 30
20
10 y c n e u q e r F
0 5-yr
5-10yr
10-15yr
15-20
how long do you consume this brand for business purpose
TABLE NO: 5.5
Respondents based on how did know the brand particulars
Frequency
Percentage
Print media
12
24.0
Visual media
12
24.0
Friends
8
16.0
Agent
16
32.0
Other
2
4.0
Total
50
100.0
Sources:- Primary data
Inference: Most of the respondents may know the brand for agent 32% 24% of the respondents may know print &visual media
CHART NO: 5. 5
how did you come to know about the brand 20
10
y c n e u q e r F
0 primt media
visu al media
friends
agent
how did you come to know about the brand
TABLE NO: 5.6
other
Respondents based on selecting the brand
particulars
Frequency
Percentage
Quality
22
44.0
Price
22
44.0
Brand name
5
10.0
Total
50
100.0
Sources:- Primary data
Inference: Most of the respondents selecting the brand 44% belong to the quality & price 10% of the respondents belong to the brand name
CHART NO: 5. 6
in what basis you are selecting the brand 30
20
10 y c n e u q e r F
0 quality
price
brand name
in what basis you are selecting the brand
TABLE NO: 5.7
Respondents based on recent period purchase particulars
Frequency
Percentage
Spin co
26
52.0
Aft
19
38.0
Others
5
10.0
Total
50
100.0
Sources:- Primary data
Inference: The above table infers that 52% belong to the spin co brand, 38% belong to the AFT brand, 10% belong to the others.
CHART NO: 5.7
in recent period which brandyou hane purchas 30
20
10 y c n e u q e r F
0 spinco
AFT
others
in recent period which brandyou han e purchase
TABLE NO: 5.8
Respondents based on satisfied the quality
particulars
Frequency
Percentage
Highly satisfied
21
42.0
Satisfied
20
40.0
Neutral
9
18.0
Total
50
100.0
Sources:- Primary data
Inference: 42% of the customers are highly satisfied,40 of the customers are satisfied & other 18% of customers are neutral.
CHART NO: 5.8
are you satisfied with the quality of the brand 30
20
10 y c n e u q e r F
0 highly satisfied
satisfied
are you satisfied with the qua lity of the brand
neutral
TABLE NO: 5.9
Respondents based on channel of purchase
particulars
Frequency
Percentage
27
54.0
23
46.0
50
100.0
Directly From The Company
From The Agent
Total
Sources:- Primary data
Inference: The above table infer that 54% of purchase directly from the company, 46% of purchase from the agent.
CHART NO: 5.9
channal of purchase 30
20
y c n e u q e r F
10
0 directly fromthe co
3 fromthe agent
11
channal of purchase
TABLE NO: 5.10
Respondents based on reason for using brand
particulars
Frequency
Percentage
Quick sales
18
36.0
Cost benefit
29
58.0
Traditional purchasing
3
6.0
Total
50
100.0
Sources:- Primary data
Inference: The above table infers that 36%of quick sales, 58%of cost benefit, & 6% of traditional purchase.
CHART NO: 5.10
please specify the reason for using this brand 30
20
10 y c n e u q e r F
0 quick sales
cost benefit traditional oa purch
4
please specify the reason for using this brand
TABLE NO: 5.11
Respondents based on opinion on price
particulars
Frequency
Percentage
Very high
11
22.0
High
16
32.0
Normal
20
40.0
Low
3
6.0
Total
50
100.0
Sources:- Primary data
Inference:
The most respondents may opinion on price 40% normal, 32%respondents high, 22%have very high
CHART NO: 5.11
your opinion on availability of spinco brand in th 40
30
20
y c n e u q e r F
10
0 highly satisfied
satisfied
neutral
your opinion on availability of spinco brand in the market
TABLE NO: 5.12
Respondents based on strong brand image
particulars
Frequency
Percentage
Yes
28
56.0
No
22
44.0
Total
50
100.0
Sources:- Primary data
Inference: From above table shows that frequency of strong brand image is 56% of yes and 44% of no.
CHART NO: 5.12
whether spinco is having a strong brand image 30
20
10 y c n e u q e r F
0 yes
no
3
whether spinco is having a strong brand image
TABLE NO: 5.13
Respondents based on discount provide
particulars
Frequency
Percentage
Highly satisfied
17
34.0
Satisfied
24
48.0
Neutral
9
18.0
Total
50
100.0
Sources:- Primary data
Inference:
The total number of respondents 50, discount provide they satisfied 48%, 34%belong highly satisfied ,18%belong to the neutral
CHART NO: 5.13
are you satisfied withthe discount provide by th 30
20
10 y c n e u q e r F
0 highly satisfied
satisfied
neutral
are you satisfied withthe discount provide by the spinco
TABLE NO: 5.14
Respondents based on switch over to other brand
particulars
Frequency
Percentage
Yes
19
38.0
No
31
62.0
Total
50
100.0
Sources:- Primary data
Inference: The above table infers that 62% of the respondents belong to the No, 38%of the belong to the yes.
CHART NO: 5.14
do you like to switch over from this brand to ot 40
30
20
y c n e u q e r F
10
0 yes
no
do you like to switch over from this brand to other brand
TABLE NO: 5.15
Respondents based on if yes
particulars
Frequency
Percentage
Quality
5
10.0
Price
11
22.0
Credit
7
14.0
Customer satisfaction
1
2.0
Other
26
52.0
Total
50
100.0
Sources:- Primary data
Inference: The above table infers 52% of the others, price will be more 22%,credit belong to the 14%
CHART NO: 5.15
if yes means 30
20
10 y c n e u q e r F
0 quality
credit price
other customer s atifac tion
if yes means
TABLE NO: 5.16
Respondents based on suggest buy this brand
particulars
Frequency
Percentage
Yes
20
40.0
No
11
22.0
Some time
19
38.0
Total
50
100.0
Sources:- Primary data
Inference:
The above table infers that 40% belong to the Yes, 38% belongs to the some time 22% belong to the No
CHART NO: 5.16
do you suggeust your friend and relatives to bu 30
20
10 y c n e u q e r F
0 yes
no
some time
do you suggeust your friend and relatives to buy this brand
TABLE NO: 5.17
Respondents based on comments on quality
particulars
Frequency
Percentage
Superior then competitor
18
36.0
Equal to competitor
27
54.0
Inferior to competitor
5
10.0
Total
50
100.0
Sources:- Primary data
Inference:
Out of the total 50 respondents surveyed 54% of the respondents (a maximum) had comments of equal to competitor,36% of the respondents had superior than competitor 10% of the respondents belong to inferior to competitor.
CHART NO: 5.17
give me your comments on the quality of spinc 30
20
10 y c n e u q e r F
0 superior then compet equal to c ompetitor
inferior to competit
give me your comments on the quality of spinco brand
5.18 WEIGHTED AVEAGE METHOD The Respondents are asked about some factors Listed below in the organization Factors Satisfied the quality Viability Discount provide
Point Weight age Factors Satisfied the quality Availability Discount provide
H.S 15 10 11
3 H.S 45 30 33
S 23 26 29
2 S 46 52 56
N 12 14 10
1 N 12 14 10
Total 103 96 99
Total 50 50 50
Average 2.06 1.92 1.98
Rank 1 3 2
Inference:-
The Value obtained is in positive where it inters that a change in one variable was on opposite change in another variable from the correlation analyses it is interred that when the customers understand about their then they adopt to the organization
5.19 CORRELATION Satisfied with Discount provide
Opinion on the price
by the spin co
of spin co
X 11 29 10 ∑ x = 50
Y 10 26 14 ∑y = 50
r
=
X2
Y2
XY
121 841 100 2 ∑x = 1062
100 676 196 2 ∑y = 972
110 754 140 ∑xy = 1004
(Σxy x N) – (Σx x Σy)
√Σx2 x N – (Σx2) √ Σy2 x N – (Σy)2
=
(1004 x 3) – (50 x 50)
√1062 x3 – (50)2 √972x 3 – (50)2 =
3012 – 2500
√3186 – 2500 √2916 – 2500 =
512
=
512
√686x 416 =
512
√235,376
= + 0.95
534
CHAPTER VI
FINDINGS OF THE STUDY • surveyed 86%of the respondent (a maximum) had male • 80%of the total customer. 20% of the agent • 54% of the respondents brand choice has been spin co brand • surveyed 44% of the respondents (a maximum) • Had purchased 5-10 yr • Most of the respondents may know the brand for agent 32% • The respondents selecting the brand 44% belong to the quality & price 10% of the respondents
• The above table infers that 52% belong to the spin co brand, 38% belong to the AFT satisfied
• The above table infer that 54% of purchase directly from the company • The above table infers that 36%of quick sales, 58%of cost benefit • The most respondents may opinion on price 40% normal, 32%respondents high • From above table shows that frequency of strong brand image is 56% of yes and 44% of no • The total number of respondents 50, discount provide they satisfied 48% • The above table infers that 62% of the respondents belong to the No, 38%of the belong to the yes.
• The above table infers 52% of the others, price will be more 22%,credit belong to the 14% • The above table infers that 40% belong to the Yes, 38% belongs to the some time 22% belong to the No
CHAPTER VII
CONCLUSION & SUGGESTION
• From this study we found that most of the customer and agent prefer from cone yarn product because it provides quickly finished product.
• Only some of the agent are well-known with the cone yarn product and other customer does not have even the basic awareness about the hank product also those agent who are having the hank product because it gives very slow of finished product while comparing to cone yarn product
• Consumer will switch for the reasons for increase in their purchase ability or income, discounts offered by competitive companies
• Thus the product shows variety seeking buying behaviors among the consumer and hence the brand switching attitude in high. This is unavailable
CHAPTER VIII
LIMITATION OF THE STUDY
•
Due to shortage of time we did not meet more respondents
•
As spinco is enjoys a high brand equity in the might bias the findings
•
most of the customer did not spend more time in the questionnaire so it might affect the quality of the data collection
•
The study is based upon small population like 50 sample
ANNEXURES 9.1 QUESTIONNAIRE A STUDY ON MARKET SURVEY ON THE BRAND EQUITY OF PONDICHERRY CO OPERATIVE SPINNING MILLS LTD THIRUBUVANI QUESTIONNAIRE
Name: Age: Sex: Occupation
a) customer
b) agent
Name of the Organization:
1. What is your favorite brand?
a) Spin co b) AFT
c) others.
2. How long do you consume this brand for business purpose? a) 5-Yr
b) 5-10 Yr
c) 10-15 Yr d) 15-20 Yr e) >20Yr
3. How did you come to know about the brand? a) Print Media b) Visual Media c) Friends d) Agent e) Others 4. In what basis you are selecting the brand? a) Quality
b) Price
c) Brand name.
5. In recent period which brand you have purchase? a) Spin co
b) AFT
c) others
6. What comes to your mind when, I say Spinco
7. Are you satisfied with the quality of the brand? a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly Dissatisfied
8. Channel of purchase? a) Directly from the company b) From the agent 9. Please specify the reason for using this brand? a) Quick sales
b) Cost benefit
c) Traditional of purchasing availability
10. Your opinion on the price of Spinco product? a) Very high
b) High
c) Normal
d) Low e) Very low
11. Your opinion on availability of Spinco brand in the market? a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly Dissatisfied 12. Whether Spin co is having a Strong Brand Image? a) Yes
b) No
13. Are you Satisfied with the discount provide by the Spinco? a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly Dissatisfied 14. Do you like to switch over from this brand to other brand? a) Yes b) No a) If yes Means, The Reason For to Switch Over a) Quality b) Price c) Credit d) Customer Satisfaction e) Others 15. Do you suggest your friend and relatives to buy this brand? a) Yes
b) No
c) Some time
16. Give me your comments on the quality of Spinco brand? a) Superior then competitor b) Equal to competitor c) Inferior to competitor 17. Any suggestion on Spinco _______________________________________________________________ ________________________________________________________
