SUMMER TRAINING PROJECT REPORT ON THE STUDY OF THE BUYING BEHAVIOUR OF CONSUMERS TOWARDS PET TOYS FROM SHIVAM POLYMERS FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF POST GRADUATE DIPLOMA IN MANAGEMENT
UNDER THE GUIDANCE OF:
UNDER THE SUPERVISION OF:
Mr. DEBARSHI MUKHERJI
Mr. SIDHANT JAIN
SUBMITTED BY SANTOSH KUMAR PATHAK PGDM 2010-12
Galgotias Business School APPROVED BY AICTE, MNSTRY OF HRD, GOVT. OF INDA) 1, KNOWLEDGE PARK, PHASE II, GREATER NODA. (U.P.)
Acknowledgment With great zeal, I present pr esent my individual summer training Report in PGDM (SEMESTER III) on THE STUDY OF THE BUYING BEHAVIOUR OF CONSUMERS TOWARDS PET TOYS. I convey my deepest gratitude gratit ude to Mr. Sidhant Jain, Miss. Anupama and all other staff members of SHIVAM POLYMERS and who have been very co-operative and helpful in providing vital information for my project. This Summer Training has imparted me a professional exposure to the real corporate world and its general management orientation. By working at SHIVAM POLYMERS, knowing knowing the strategy of making sales, interacting with professional departmental heads and by preparing this report, it has added a practical pra ctical touch to my theoretical knowledge. I avail this opportunity opportunity to convey my sincere thanks to Miss. DEEPTI PATHAK the professor of Galgotia Business School. I am thankful to Mr. DEBARSHI MUKHERJEE, my project guide for recommending me the necessary information inf ormation for the report. His instilling support and enthusiasm, expert guidance and insight have lent my project a unique touch. I also express my sincere gratitude to Mr. Naveen Kholi director of the company for providing us an opportunity to interact with professional people in the real corporate world. I forward my gratitude for the compulsion of this most wonderful aspect of our PGDM curriculum without which knowledge of management is incomplete and futile. At last I am also thankful to my family member and friends who had given me their constructive advice, educative suggestions, suggestions, encouragement and co-operation co-operation to prepare this report.
Acknowledgment With great zeal, I present pr esent my individual summer training Report in PGDM (SEMESTER III) on THE STUDY OF THE BUYING BEHAVIOUR OF CONSUMERS TOWARDS PET TOYS. I convey my deepest gratitude gratit ude to Mr. Sidhant Jain, Miss. Anupama and all other staff members of SHIVAM POLYMERS and who have been very co-operative and helpful in providing vital information for my project. This Summer Training has imparted me a professional exposure to the real corporate world and its general management orientation. By working at SHIVAM POLYMERS, knowing knowing the strategy of making sales, interacting with professional departmental heads and by preparing this report, it has added a practical pra ctical touch to my theoretical knowledge. I avail this opportunity opportunity to convey my sincere thanks to Miss. DEEPTI PATHAK the professor of Galgotia Business School. I am thankful to Mr. DEBARSHI MUKHERJEE, my project guide for recommending me the necessary information inf ormation for the report. His instilling support and enthusiasm, expert guidance and insight have lent my project a unique touch. I also express my sincere gratitude to Mr. Naveen Kholi director of the company for providing us an opportunity to interact with professional people in the real corporate world. I forward my gratitude for the compulsion of this most wonderful aspect of our PGDM curriculum without which knowledge of management is incomplete and futile. At last I am also thankful to my family member and friends who had given me their constructive advice, educative suggestions, suggestions, encouragement and co-operation co-operation to prepare this report.
Declaration I,SANTOSH KUMAR PATHAK , Roll no 10 PGDM 092, student of PGDM of Galgotias Business School,,Greater School,,Greater Noida , hereby declare that the project report on ³THE STUDY OF THE BUYING BEHAVIOUR OF CONSUMERS TOWARDS PET TOYS at ³ SHIVAM POLYMERS´ is an
original origina l and authenticated work done by me. me. I further declare that it has not been submitted else where by any other person in any of the institutes for the award of any degree or diploma. SANTOSH KUMAR PATHAK Date :- 15 APRIL 2
PREFACE In today¶s era of cut-throat competition, post graduate diploma (PGDM) is sure to have an edge over their counterparts. PGDM education brings its students in direct contact with the real corporate world through industrial training. The PGDM program provides its students with an in depth study of various managerial activities that are performed in any organization. A detailed analysis of managerial activities conducted in various departments like production, marketing, finance, human resources, export-imports, credit dept, etc. gives the student a conceptual idea of what they are expected to manage , how to manage and how to obtain the maximum output through minimum inputs and how to minimize the wasta ge of resources. I have undergone my summer training at SHIVAM POLYMERS. It is one of the leading manufacturer of pet toys in the country. I feel great pleasure to present this report work after my training at SHIVAM POLYMERS that produced to be golden opportunity for me by enriching my knowledge by comparing my theoretical knowledge with the managerial skill and application. Simple language has been used throughout the report. Report is illustrated wit h figure, charts and diagrams as and when required.
TABLE OF CONTENT I.
Introduction: 1.1
II.
Introduction of the organization Aim & Establishment of the company Types of services/products given/produced Vision, mission, goals, aims and the policies developed Organizational chart showing the different departments Objective of the study: 1.3 Hypothesis/Hypotheses
Literature review:
III.
The Background The Promoters The Company and its Product line Features of the Product Marketing strategies Competitors Taxation aspects Major problems Achievements Share Market Position National and International Image Future Prospects
Research Methodology:Research Design Sampling Design Data Collection tools/instruments. Methods of data collection Sources of data Tools and techniques of analysis of Data Findings and Conclusions (Outcome/ Result). Implication of the study. Suggestion/ Recommendation Limitation Overall Experience Bibliography
EXECUTIVE SUMMARY Consumer buying behavior is the study of human responses to products or services and the marketing of products/services. The study of consumer behavior focuses on how individuals make their decisions to spend their available resources (time, money, effort) on consumption related itemsor consumption related aspects (What they buy? When they buy? How they buy?). It also study of individuals, or organisations and the processes consumers use to search, select, use and dispose of products, services, experience, or ideas to satisfy needs an its impact on the consumer and society. Buyer behaviour is deeply rooted in psychology with dashes of sociology thrown in just to make things more interesting. Since every person in the world is different, it is impossible to have simple rules that explain how buying decisions are made. The evaluation of marketing concept from mere selling concept to consumer oriented marketing has resulted in buyer behaviour becoming an independent discipline. The growth of consumerism and consumer legislation emphasizes the importance that is given to th consumer. Some consumers are characterized as being more involved in products and shopping than others. A consumer who is highly involved with a product would be interested in knowing a lot about it before purchasing. Hence he reads brochures thoroughly, compares brands and models available at different outlets, asks questions, and looks for recommendations. Thus consumer buying behaviour can be defined as heightened state o awareness that motivates consumer¶s to seek out, attend to, and think about product information prior to purchase. Shivam polymers is one of the India¶s renowed manufacture and exporters of rubber products. Creating an amaging range of rubber products for equestrian, pets, automotive and other utility products , shivam polymers recreats its magic in rubber in its manufacturing unit in greater noida. Now the company is also covering the domestic market. The company is doing there business in the sea far countries they are selling their 80% products in the foreign market and only 20% products they are selling in Indian market. The main problem is to attract more customers in domestic market as well and again the price is main problem which other companies are providing these products at cheaper cost and they are all china made products. The scope of the problem is that we can understand the domestic market and their desire towards the products. While understanding their problems we can be able to come on the certain major key points to how to overcome with these problems to gain more sales in domestic market and their buying behaviour towards the pets toys. To understand these problems we are using certain methodologies like filling of questionnaire by the customers and collecting the data from the distributors, retailers, pet¶s shops, vet nary doctors and medical shops.
INTRODUCTION OF THE ORGANIZATION
Year of Establishment
: 1974
Nature of Business : Manufacturer, Exporter Major Markets : Indian Subcontinent Shivam Polymers is one of India's leading company, involved in manufacturing and exporting of fine quality rubber products, offering a wide spectrum of products from Equestrian, Pets, Automotive and other utility products. We have today due to our commendable services, emerged ourselves as a r eputed exporter of rubber products from India. With our comprehensive industry knowledge and understanding of market trends, we have an emerging trend in the designing and development of new designs. From day one, our company has always work towards maintaining a benchmarked standard in all our products that ensures customer satisfaction. We make sure to meet the expectations of our customers in: * Product quality * Innovative product lines * Cost effective prices and * Delivery With our 100% in-house production facilities, a team of well qualified designers, skilled workers, professionals, use of high-mechanized machines a nd advanced techniques, and ofcourse under the ample support and guidance of our director, Mr. Naveen Kohli, we are sp ecializing in products with lasting appeal and function.
Products & Services 1)
Exhaust Rubbers
2) Automotive Car Mats
3) Equestrian Products
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Pet Products
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Custom Made Products
Organizational chart
MANAGING DIRECTOR
MARKETING MANAGER
ACCOUNT MANAGER
MARKETING EXECUTIVE
ACCOUNT EXECUTIVE
ADMINSTRATION MANAGER
ADMINSTRATION EXECUTIVE
PRODUCTION MANAGER
PRODUCTION EXECUTIVE
PACKAGING MANAGER
PACAKGING EXECUTIVE
Infrastructure The promotor of the company has been in the business of rubber products since 1974 manufacturing rubber products. The demand in the Equestrian and Pet Industries made us expand our production capacity and establish the latest state of the art manufacturing facility. y
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Equestrian rubber products Rubber products for pets
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Automotive mats /footmats Customised rubber products
Automobile Mats & Footmats
Custom Made Products
Automotive Car Mats
Equestrian Products
Pet Products
The vision of the company has been to provide international quality rubber products to its customers all over the world at extremely competitive prices. The works of the company is situated at the conveniently located Industrial area of with all the required infrastructure. Company's office is equipped with latest available technologies to support their customers as well as suppliers. The manufacturing unit, has one of the largest moulding capacities for saddlery rubber products. No wonder that Shivam Polymers under its EQUAL & LOVE 'N C ARE brands rightly claims to have The Largest Range of Saddlery Rubber Accessories in the world. Through our uncompromising quality standards and consistent efforts, today S hivam Polymers is a reputable name in the market in the production and exports of different kind of rubber products. We are able to offer our clients an innovative range of products that are redefining rubber quality standards in the industry. With our customer base ranging from large high end stores to dollar stores worldwide. Our commitment towards superior quality and customer satisfaction has helped us in making a mark in the overseas market and we further hope to expand our business all across the globe.
Types of Dog Toys There are so many different types of dog toys available in the market that choosing the right one can be little difficult. You can choose from a huge variety, depending on the taste of your dog. All dog toys are specially designed to be enjoyed in different ways. There are chew toys, fetch toys, plush and stuffed toys, rope toys,
interactive toys and even toys that are designed for dental health care. Remember that while choosing the toys for your dog, keep safety in mind. Dog Toys can be categorized into three types which are given below:
Active Toys Active toys keep your dog mentally and physically active. These toys are generally made of very hard rubber so that they won't get easily worn when chewed upon by the dog. They are easy to carry around and come in innumerable shapes, colors and sizes. T here are rope toys that you can use to tease your dog by wiggling them on the floor or making it jump in the air, as the dog tries to catch it. These active toys generally come in wand-type shape or boneshape. Dog bone toys made of sturdy rubber will certainly impress your dog.
Distraction Toys Distraction toys are filled with bits of treats and peanut butter, to keep the dogs and puppies happy for hours. Puppies love chewing these toys to get the treats. These toys prove to be quite useful while training the dog using positive reinforcement method, for dogs just love them. Then, there are 'busy-box' toys for dogs consisting of large rubber cubes, in which you can hide favorite dog treats. Dogs love to explore these cubes using their nose, mouth and paws to find the goodies. They get as excited and interested in these toys as if they are kids on a treasure hunt adventure.
Comfort Toys Comfort toys can keep your dog cozy while sleeping and are perfect targets for all the dog tricks. These toys are the soft stuffed toys and are not suitable for all dogs. These small and light toys can easily be carried around and give quite a target for dogs to 'shake' and 'mockkill' games. They can be made in the size and shape of the small animals for the purpose such as mouse, rabbit or duck. If your dog is friendly, these toys can be his best pals, and he can even hug them or sleep with them, to feel cozier and more comfortable.
Features to Consider in Dog Toys The most important feature which should be considered while choosing a Dog Toy for your dog is its size. The size should be appropriate for the breed of your dog. If the toy is too small, your dog might swallow it and get choked. Dog toys that are designed for a larger breed may be too difficult to handle by a smaller dog. Whichever dog toy you choose, inspect it and make sure that it is safe and well constructed. Then another feature can be its durability; Dog toys which are durable and easy to wash or clean, are a good choice.
Dog toy A dog toy is a toy that is specifically for dogs to play with. Dog toys come in many variations, including dog bones, puppy toys, balls, tug toys, training aids, squeaky toys, discs and frisbees, plush toys, and sticks.
Dog toys serve different purposes. Puppies, for instance, need toys they can chew on when they are teething because their gums and jaws become very sore and chewing on stuff provides them relief. Also, playing with different toys encourages exercise which is a benefit for the pet's overall health. Toys also stimulate a dog's mind, discourage problem behavior resulting from boredom and excess energy, and promote dental health. There are a wide variety of dog toys in the market that are designed for different purposes and depending on the dog's characteristics such as size, activity level, chewi ng habits, and play style.
Multifunctional Some toys can serve multiple functions for dogs to interact with, combining common play behaviors into a single toy. Some can adapt to other toys and objects, and be combined by the dog owner to create new toys for dogs to play with. Whereas a hard ball is not well-suited for chewing, and a plush toy is difficult to throw, wrapping the ball in a plush ext erior creates a toy that can be thrown and chewed on. Such toys may provide more entertainment value for dogs and their owners.
Distraction toys These toys keep dogs busy. They are useful when people cannot play their dogs. Some examples are the food delivery toys, the chew toys, including hard rubber toys, dental chew toys, Kongs stuffed with treats, chew challenge toys, and puzzle toys.
Bones A dog bone is either a real or toy bone that makes a good dog toy. Some dogs like to bury dog bones in the yard, so they can dig it up and chew on it later. Others want to chew it and carry it around. Dog bones also help getting plaque off of the dog's teeth.
Latex and rubber Latex and rubber dog toys are great for dog entertainment. It helps for those aggressive chewers to have a safe way to satisfy their biting instinct. Yet at the same time it helps keep dogs gums and teeth clean and healthy. In general hard rubber bones and other latex dog toys helps improve dogs overall oral hygiene.
Sticks Dogs often enjoy gnawing on small tr ee branches and pinecones. Sticks can also be thrown for the dog to retrieve.
Balls Balls of all shapes and sizes are great in keeping your dog active and fit. Great way to play and exercise your dog at the same time.
Safety Dog toys are not safe if small pieces can be chewed or pulled off as these could be swallowed by the dog. The toy should also be adequate for the dog, ta king into consideration their size and activity levels. When choosing a dog toy, it is important that pet owners choose those made with non-toxic materials. Dog owners should avoid giving their dogs objects with small parts t hat could be chewed off and ingested.
Chew toy A chew toy is a toy designed to be chewed by animals for purposes of stimulation and relief from boredom . There are several different types of chew toys, including rawhide, wood, paper and mineral. Chew toys are c ommonly associated with puppies and dogs, though they are also used for birds, rodents, and rabbits. Chew toys are a vital part of happy, healthy animal's life. In addition to providing hours of entertainment, they also allow the animal to work out anxiety and boredom by being occupied with chewing a toy. Chew toys also distract small animals from chewing on other "forbidden" items, and they assist in maintaining healthy t eeth
Rawhide
Rawhide chew toys are most often associated with puppies and dogs, though rawhide toys are plentiful in the bird toy section of most pet stores. Rawhide is suitable for all animals except herbivores, as it is made of animal skin. Rabbits, which only eat vegetation, cannot have rawhide toys because their digestive systems cannot process them. This is a rather sturdy kind of chew toy and it can take months for a small animal or bird to destroy. Examples of rawhide chew toys are twists a nd rawhide bones. Compressed rawhide can dangerously
splinter when dry as well as break off in large pieces that may be ingested, and thus are generally not recommended for large breeds of dogs. Chew toys made of leather are not recommended for dogs as they cannot be properly digested in the stomach and may cause blockage in the intestines.
Wood Wood chew toys are made of a safe, non-poisonous, softer wood and are often coated in bright, vegetable-based dyes or paints. Wooden chew toys are given in place of the wood that small animals would find in the wild. They are a safe alternative for a small ani mal owner to purchase, as most young bark/branches found in nature are lethal to small pets.They are generally used as either small rodents toys or rabbit toys. Wooden chew toys help to keep teeth trimmed down, preventing eating difficulties in pets and unnecessary trips to a vet for teeth clipping. An example of a wooden chew toy is the commercial product toy ropes
Paper Paper chew toys are made of non bleached non-toxic paper. They are an inexpensive, or often free, option for small pet owners and can provide hours of stimulation and play for small animals. One common paper chew toy is an empty toilet paper tube. These can double as tunnels for very small rodents, and can a lso be used as modified piñatas for larger small animals. Wadded up newspaper pages, old spineless books, and the commercial product Chubes are other commonly used paper chew toys.
Mineral Mineral chew toys are made of flavored animal-safe minerals. These range from flavored fruit-shaped blocks for birds to ice-cream cone shaped mineral treats for rabbits. They also come shaped as bowls with fluffy minerals inside. A common mineral chew toy is the cuttlebone, a necessity in any bird's cage that helps to keep nails and beaks trimmed and healthy.
Rubber
There is a variety of rubber chew toys for dogs on the market that are molded into different shapes. Some of them are hollowed so that treats can be placed in them. This way, the dog has to "work" to get a treat. Rubber is a good chew toy for dogs but is unhealthy for small animals K ong
(dog toy)
Kong (sometimes KONG) is popular line of dog toys and cat toys introduced in
1976.
The classic Kong resembles a snowman-like structure of three ba lls pushed together. Kongs also come in several variations for dogs of different ages and sizes. Made of rubber, they are hollow in the middle, and can be stuffed with treats or frozen to provide long-lasting distraction for anxious and high-energy dogs. They come in four rubber types; red for average chewers, pink or blue for puppies, purple for seniors, and black for tough chewers. Other than the typical snowman-like Kongs, Kong has also made a very successful line of dental chews, balls, tug toys, Frisbees, a dog binky, floating toys, squeakers, and various interactive toys and accessories. For cats, Kong also has a line of toys including a cat version of their "Wubba", as well as scratching boards, catnip, and other chew toys.
Pet Accessories Pet accessories include fashion acc essories for bets, toy accessories, training accessories, car and traveling accessories and all the miscellaneous products for them that they may need. The jewellery and key chains for your pets, food bowls and mugs for them, pet caskets and portraits, memorials and signs are as much enjoyed by the owners as they are by their pets. For a loving pet owner, who finds it difficult to travel alone without his furry friend, a pet purse can be quit useful. These purses allow your
pets the comfort of fresh open air, while they snuggly wrapped in spongy and luxurious faux fur or other material used for lining. The material should be soft and not easy to be scratched. It must be sturdy enough to hold the pet safely. These pet purses can be slung on the shoulders or can be carried like a purse. Proper-sized purses and bags for your pets will keep your pet with you always. They should be cozy, fit easily and be tailor-made and keep your pet comfortable. Quality pet beds that come in various designs and sizes will keep your pet snug and warm in all seasons. Pet carries and décor items that look attractive to pets are ideal gifts for t hem. Customized electronic pet doors provide easy access to your pets and save your doors from being scratched incessantly. Dog training collars, bark collars, citronella collars, pet containment systems, tracking systems and cat locator collars are some other acc essories that you may find useful to live comfortably with your pets. Pet care products such as feeders a nd watering devices along with spray training tools and accessories are also available. Pet accessories include pet treats such as homemade biscuits for your pets. All-natural pet food, baked fresh are healthy for your pets a nd tasty too. Traditional pet treats are quite nutritious and are good enough for everyday rewards whereas practical pet treats are designed specially to deal with a particular health or functionality issue. The bath and grooming accessories such as shampoos, dental products, brushes and combs come in this category too. Choose only high quality, chemical-free, organic, all-natural and eco-friendly accessories for your pets. Holistic pet foods and supplements will keep your pet healthy and their coats shi ny and in good condition. For a lasting memory, you can also get your pet framed as a portrait alongside your family members. The travel accessories include restraints and straps for the pet, litter crates and feeders and bowls along with its clea n up products. Pet toys are a must to keep your pet entertained during the long journeys. Balls that bounce a lot will do well too.
Pet Clothes This is the age to flaunt and showing off and there is no reason that your pets should be deprived off these luxuries. The fashionable pet shows and private parties make for the perfect places to exhibit your pet most elegantly dressed in unique clothes, jewelry and accessories. Premium-quality and state-of-the-art pet clothes are a way to express your love and care for your pet and how important they are for you. Share the happiness and gratitude for their loyalty and companionship with your pets by buying them the most gorgeous dresses made especially for them. All sorts of dresses are
available for the animals to fit in their two or four limbs, in the various sizes. They are mainly used to cover their bodies such as pet sweaters, sweatshirts, shirts, dresses, vests, coats, robes and wraps. Other pieces of clothes are pet hats, bonnets and shoes along wit pet carri ers and purses and collars and leashes for dogs and cats. Clothes for the pet should fit like a glove and should be comfortable. They are of course meant to look good on them and high quality products are easily available at economical prices. If you like to sew, you can also make a wrap or clothes for your pets from the leftover pieces of fabric you used to make your own dress and you can both go out in matching outfits! The long list of choices mainly consists of coats, hunting vests and costumes for pets along with their collars a nd ID tags. Bandannas for graceful creatures look good too. Small and tiny pet clothes for cool dogs and cats look great on them. Especially the toy cats and dogs such as Chihuahuas, Yorkshire Terri ers and Tea Cup Poodles can be dressed with great care on special occasions as they lie comfortably on their master's or mistress's laps. It is preferable to buy clothes with reversible designs for they mean two outfits in one. They must be sturdy enough to handle the occasional bites and scratches of the pets and gay and colorful to look at. Flannel and fleece scarves and rain slickers, snow coats and spring jackets look good on them and protect them from bad weather too. Some of the wrappers can be used for mild restraints too at times. However, one must remember to make a pet wear a dress, click some photos and then let them off without them. Pets, naturally, are not used to wearing clothes and feel more comfortable without them. It is okay, for an occasional party, but they don't like to put on a dress on a regular basis.
Buying Pet Toys Pet toys are meant to keep the pets entertained and give them plenty of exercise. Many of them are useful tools to assist in training the pets according to the household too. These toys can be of rubber or plastic, can be edible types or made up of catnip. They can be squeaky, glow in the dark or emit laser beams making them easier to locate and interactive too. Many of them often double up as pet treats too. If you are buying toys for an active pet, you may want to buy toys that wiggle or flip-flop and are great for cats, ferrets and small dogs. Most pets enjoy the easy to throw and catch discs that are flexible. Social pets love squeaky fun toys that come in all shapes, sizes and colors. Premium handmade catnip toys in shape of a mouse or a rat are just perfect toys for cats. Birds, cats, dogs and other small pets like rabbits and mice love to play with toys too. Rabbits can become destructive, depressed or overweight, if they are not active and may be bored to death. You can start by giving them crumpled-up paper, cardboard boxes and toilet paper rolls to play with but other toys that can be bought for them include a tunnel to hide and chew toys that are sturdy. Rattles that can be chewed upon or eaten are loved by rabbits too such as those made of a blend of oat and alfalfa hay. Wooden balls and a wood-shaped bunny can be used too along with paper bags that they can tear to find hay, herbs and chew blocks for them.
Bouncing balls and toys are the favorites of ra bbits. Funny cards and gifts for your pet are not only meant for them but their owners too. While dogs love to chew upon edible bones or bone-flavored and shaped plastic toys, cats love fish and shrimp-flavored toys and scratching posts. They love catnip bubbles too. Bones of different flavors such as bacon, spearmint, peanut and fruits are just perfect gifts for dogs on their birthdays or adoption anniversaries. Natural gourmet toys not only keep your pet entertained but also provide healthy nutrition to them. Dental toys include rope and rubber toys that can be used to tease your pets and stimulate their natural hunting instincts and should be sturdy enough to bear their scratching and biting. Most pets love flavored tennis balls. However, they should not be small enough to be swallowed by them and become a potential choking hazard. For bigger and larger animals, it is wiser to choose bigger-sized balls to play with. Ferret teaser toys are available in the market too. There are toys available for hamsters and gerbils too that include safe and quiet running wheels that have a solid surface and are safe for birds and meant to minimize neck and tail injuries. The low noise spinner is the best exerciser for all small a nimals. Bouncing balls and other balls can be used to play with rats, guinea pigs and ferrets too. The toys that roll and look like moving preys are interesting to most pets, big or small. Similarly, tunnel and cave like toys that can be entered and left, whenever desired, provide them with a much craved for private space. Buy toys that let you pets nibble and gnaw or ar ouse their curiosity and give way to exploration and treasure hunt. In short, pets are not much different from kids, when it comes to toys. If used properly, they enhance the mental and physical expertise of your pet and keep them happy for hours at end.
Using Dog Toys There are many factors that contribute to the safety and usability of a toy. Safety is the most important thing which you should keep in mind while buying any toy for your dog. The choice of toys completely depends upon the size and activity level of your dog and your personal preference. You may buy a number of toys for your dog varying in shapes, sizes and colors. Yet your dog may look bored, depressed and disinterested in them. In this case, you have to use your dog's toys intelligently to keep your little friend happy. Below we are giving few tips about how to use dog's toys diligently:
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Buy only 'dog-proof' toys with no ribbons, strings, or protruding parts that can be dislodged and ingested. Rotate dog's toys weekly, showing only a few of the selected ones at a time. Keep others toys out of dog's eyes. This will make your dog feel as if the unseen toys have become new after the lapsed time period. Keep a variety of dog toys easily accessible and the favorite ones can be kept permanently outside. Focusing on a specific task, such as catching the ball and seeking treats or toys, helps the dogs to de-stress. Toys which you choose should be appropriate for your dog's size. Balls and other toys that are too small can be easily swallowed, or can get stuck in dog's mouth or throat. Avoid any toy that starts to break into pieces or have pieces torn off as t hey can choke its throat. Ask your veterinarian vide you knowledge regarding which kind of toy is perfect for your dog breed. Very hard rubber toys are safer and last longer. They are easily found at any dog shop. Check labels for child safety. A stuffed toy that's labeled as safe for children under three years old, doesn't contain dangerous fillings and can even be used as dog toy. Make sure that the soft toys you choose for your dog should be machine wash. Interactive dogs are generally attracted towards games such as 'Hide and Seek' and 'Found' toys. Interactive play also offers an opportunity for socialization and helps them learn about appropriate behavior with human beings and other animals. Active games that you play with your dogs are very important for your bond with your pet. Don't think that money can buy companionship too.
Factors for Consideration in Buying Quality Dog Accessories As a buyer one may not be satisfied with buying anything that is second best for the price paid by him or her. It is necessary to have good quality accessories to ensure that the dog remains safe and at the same time the objective of the buyer is fulfilled. It could be ensuring safety of the dog while combining features of fashion and designs making the dog look attractive. It would therefore be good to learn a bit about what to look for in the accessories purchased for the dog.
Features of Best Dog Accessories Best dog accessories would ensure the safety and well being of the dog. It will render the task of dog breeding easier and convenient. Accessories that are3 used to make the dog look fashionable and designer could include dog clothing, hair accessories, or pet collars. Items like hearts and lilac ties for hair or enameled crystal collars, and dog necklaces would be some such items. All the dogs require some of the acc essories required for their upkeep. Such items could be dog shampoos, eye packs, aromatherapy shampoo, fancy brushes, nail clippers, and combs. Dog beds that come in different shapes, sizes, and prices are also one of the most important dog accessories. Some accessories are necessary for the health of dog and such items can also add some fashion statements like the decorative collars, dog bone treats, and Frisbees and squeaky toys. Dogs that suffer from various kinds of health problems like arthritis and pain problems as well as some short hair breeds like the whippets, Chihuahuas and Greyhounds may require items like knitted mufflers and matching hats.
Accessories to Dog Apparels Some accessories make the dog apparels more useful than ever and add to their capabilities and designs pretty substantially. For instance the fleece line and far trimmed shoes, boots as well as hiker boots, sandals as well as soft paw protectors could be very useful in combination with the natural apparels that are used for the dogs by the owners. Other accessories that make the breeding of the dog easier are car seats for dogs, seat belts, leashes, and pet collars. In any case having the quality items will enhance safety as well as making the dog look highly fashionable.
Need for the Study: y y y y
To understand the buying roles of the consumer. To analyse the consumer¶s decision making process. To know growing market segments of company for Consumers. To know what features or product design acceptable by Consumer.
Objectives of Study: y y y y
To understand the major factors influencing consumer behaviour. To Know and recognize the types of buying behaviour decision behaviour. To understand how consumers make purchasing decisions and respond to purchasing. To understand how marketers analyse consumer decision making.
Scope of the Study: y
y y
To distinguish different consumer groups and to develop products that satisfies the needs. To understand how consumers make purchasing choices among products/services. To know how consumers will respond to different product, featur es, prices.
LITERATURE REVIEW:Shivam polymers is one of the India¶s renowed manufacture and exporters of rubber products. Creating an amaging range of rubber products for equestrian, pets, automotive and other utility products , shivam polymers recreats its magic in rubber in its manufacturing unit in greater noida. Now the company is also covering the domestic market. The company is the largest producers of Pet Toys and Car mats and Exhaust Auto Parts made from Rubber and Rubber with Plastic inserts in India. The company have a manufacturing unit spread over 7200 sq yards in a city called Greater Noida which is 40 minutes drive from the centre of New Delhi, the capital of India. It has its own tool room for the toolings and any designs can be made in a very short time. Its mats are made from Natural Rubber and are free from Cancer causing Phthalates and made all European Norms and it¶s all Range of Products are Non- Toxic. For the last 25 years the company is doing export of the Pet toys and car mats Etc. Now it want to enter in the Indian market for this the company want distributors and retailers in India and want to gather knowledge of consumer and their behaviour towards pet toys.
Changing lifestyles in the form of the rise in nuclear families and double income households have encouraged the growth of pet ownership in urban areas of India. Increasingly, pets are being looked upon as companions and members of the family rather than as guard dogs for example. Pet owners have started to take an interest in their pet¶s diet, health and grooming. A gradual shift towards prepared pet food has been observed. Pet owners are more willing to spend on pet food and pet care products than ever before. This trend has spawned an entire industry, with a growing emphasis on pet care. PET INDUSTRY & MARKET
The pet industry in India is estimated to have a revenue potential of Rs 3 50 crore, out of which Rs 150 crore is attributed to the medical, grooming and immunization segment. According to the Research there is about 2.2 million domestic dogs in Indian households, with the population increasing by around 2 6% a year. According to DARE estimates, the total market size of the pet grooming industry in 200 7 was Rs 132 crore. This is expected to grow to Rs 299 crore by 2010. According to Euromonitor International, veterinary clinics and pet shops remained a leading distribution channels for pet food and pet care products in 200 7. But more and more retail outlets and supermarkets started emerging as viable distribution channels. This has reduced the influence of vets on consumer purchasing decisions. In the days to come, with pets increasingly being treated as companions and fashion accessories, pet owners, especially in the urban areas, are expected to spend more on their pets.
INDUSTRY TRENDS
Retail scenario The current retail scenario with regards to the pet industry is completely unorganised, but this trend is gradually changing. To fully cater to the target customers, a pet retail outlet should offer the basics like pet food and pet accessories such as collars, leashes, grooming products, bowls, etc. In addition to this, an ideal store would be one that could also offer its customers related services such as pet grooming, and pet boarding. In India, pet stores are still very small and not professionally run. It can also assist buying puppies and kittens of pure breed. This is one market where recession is not having any effect. Growth is in double digits ( 15 to 20 per cent) now. Though, the market share is still about 5 to 10 per cent only for this category. A regular pet supply store may also retail online and offer pet foods, pet cosmetics, snacks, accessories, kennels and carriers. However, online retailing is yet to evolve as a major segment. It fulfils the needs of customers both from urban and rural areas. Efficient websites help to educate as well as narrow down the search quickly. There is a big market open in this category.
Pet Products Animal Cages
Animal Food
Animal Repellents
Bird Cages
Breath Fresheners
Cat Collars
Cat Dish
Cat Toy
Dog Bed
Dog Bowl
Dog Cage
Dog Chains
Dog Food Products
Dog House
Dog Leashes
Dog Muzzles
Dog Toy
Dried Bones
Feeding Bowls
Maize Gluten
Pet Bed
Pet Bowl
Pet Cage
Pet Collars
Pet Conditioners
Pet Food
Pet Leash
Pet Shampoos
Pet Utensils
Poultry Equipment
Products & Services of shivam polymers 1)
Exhaust Rubbers
2) Automotive Car Mats
3) Equestrian Products
4) Pet Products 5) Custom Made Products
Products & Services Automobile Mats & Footmat
Cat Groomer (pet Rubber Products)
Chin Strap Vurb Chain (Equesrtian Rubber Products)
y
Classic 1 Grey ( Automobile Mats & Footmats)
y
Classic 2 Blue (automobile Mats & Footmats)
y
Classic 3 Red (automobile Mats & Footmats)
y
Classic 4 Blue (Automobile Mats & Footmats)
Classic Dog Collar (pet Rubber Products)
y
Golden Fabric Inside Lining (pet Rubber Products)
y
Groomer Big (equesrtian Rubber Products)
y
Groomer Big With Handle (equesrtian Rubber Products)
y
Groomer Small (equesrtian Rubber Products)
y
Halter Collar Black (pet Rubber Products)
y
Halter Collar Blue (Pet Rubber Products)
y
Halter Collar Nylon (pet Rubber Products)
y
Halter Collar Red (pet Rubber Products)
y
Liliput Groomer Keychain (pet Rubber Products)
y
Lunge Line Cotton (Equesrtian Rubber Products)
y
Martingal Stopper (equesrtian Rubber Products)
y
Palmpad With Sponge (pet Rubber Products)
y
Peacock Ring Normal
y
Rein Stopper (equesrtian Rubber Products)
y
Rubber Bands With Plastic Comb (equesrtian Rubber Products)
y
Rubber Bit Holder (equesrtian Rubber Products)
y
Rubber Bottom Lining For Food Bowl (pet Rubber Products)
y
Rubber Curry Combs (Equesrtian Rubber Products)
y
Rubber Dog Pull (pet Rubber Products)
y
Rubber Ear Cover Transparent (equesrtian Rubber Products)
y
Rubber Felt Lock Ring (equesrtian Rubber Products)
y
Rubber Tounge Part (equesrtian Rubber Products)
y
Snorky Playtoy Pet Rubber Products
y
Softgroom Rubber Mitt (equesrtian Rubber Products)
y
Spline Boots Neoprene (equesrtian Rubber Products)
y
Stall Chain Large (Equesrtian Rubber Products)
y
Stall Chain Mini (equesrtian Rubber Products)
y
Stall Chain Small (equesrtian Rubber Products)
y
Stirrup Pads Filli (equesrtian Rubber Products)
y
Studded Dumbel (pet Rubber Products)
y
Sweat Rubber Sponge (Equesrtian Rubber Products)
y y y y
Wonder Glove (pet Rubber Products) Connecting Rod Large (Equesrtian Rubber Products) Connecting Rod Small (Equesrtian Rubber Products) Ezee Cheek Guard (Equesrtian Rubber Products)
Marketing strategies :Company following the B2B marketing strategey in the domestic market they are directly contacting to the retail outlets , vetneray doctors, medical shops, general stores, shopping mools etc . to promote their product of pet toy named called LOVE AND C ARE which is being expanding their value in dosmetic market company is also making their distributors in the diffrent cities of the country and also giving them 100 % mark up value , 10% discount on each order and also 3% discount if the customers have C2 CERTIFICATE .
Competitors:The total pet population in the country in 200 9 was 8.699.300. This number is increasing by 26% every year;Total pet expenditure on dog and cat food in 200 9 amounted to Rs 1.721.8 million ¼26.6 million - $36.97 million). The retail value of the Indian pet market currently stands at Rs 2. 773.2 million (¼42.8 million - $59.56 million) and is expected to reach Rs 4.827.5 million(¼74.6 million - $103.68 million) by 2014; It is experiencing a steady 15 -20% annual growth, year after year; The Indian pet food market is projected to have crossed the 50,000 tonne mark; Changes in lifestyles, mindsets, economic growth and amplified disposable incomes of Indians have a nd will continue to lead to an increase in pet adoptions; Those people with pets are taking better care of their pets and spending more on them. The pet toy market in India has been growing steadily. The market is dominated by certain foreign brands. Other domestic players are looking to foray into various segments and provide a variety of products to lure the pet owners. Consumer perceptions are changing rapidly and the pets are increasingly being treated as companions. This has fostered potential for the players to ramp up their products and services in the market. However, the market is dominated by the pet toys category but other categories are also slowly evolving with growing attention from players. As the market is growing many comapnies came into the market as they saw a good profit in this sector and some of the main competitors of the shivam polymers are 1. LAL PETS 2. SCOOBY PETS 3. WAVES PETS 4. PET SET GO These are the competitors who are effecting the market because they are providing the cheap plastic pet toys of the low quality and this is the main problem which the company is facing to trap the domestic market in India .
Major problem: Cheap plastic toys of low cost which is being available in the market is the major
problem which the company is facing. The problem here is the competitors, china who export their product in India at very low price. Our main problem is our product price is high in comparison to others product but our quality is good.
Research Methodology: Research methodology is the systematic process of collecting and analyzing information (data) in order to increase our understanding of the phenomenon about which we are concerned or interested. In other words research methodology is an endeavour to discover answers to intellectual and practical problems through the application of scientific method.
Research Design: Survey research is the systematic gathering of information from respondents for the purpose of understanding and/or predicting some aspects of the behaviour of the population of interest. It is the most common method of collecting primary data for marketing decisions. Survey can provide data on attitudes, feelings, beliefs, past and intended behaviour, knowledge, ownership, personal characteristics and other descriptive items. Survey research is concerned with administration of questionnaires (interviewing). The survey research must be concerned with sampling, questionnaire design, questionnaire administration and data analysis.
Sampling: Sampling is the process of selecting units (e.g., people) from a population of interest so that by studying the sample we may fairly generalize our results back to the population from which they were chosen.
Sample size: The sample size of a statistical sample is the number of observations that constitute it. It is typically denoted n, a positive integer.Total 150 samples taken for analysis and interpretation.
Data collection methods: For making analysis and interpreting the data; there are two methods have been used for collecting the data i.e. primary method and secondary method. Tool for data collection: y
Questionnaire (Sequence and layout)
Primary Data : Questionnaire Method and interviewing method
ANALYSIS:This research report is based on to the buying behaviour of consumers towards the pet toys in this research report i have found that consumers of different age group buys pet and toys for them. In this research i have found that most of the consumers are of the age group in between 20 ± 30 and 30 ± 40. During my research i have found that around 51% consumers don¶t know that the cheap plastic toys contains the ph phthalate which causes skin cancer and around 49% consumers know the side effects of cheap rubber which is used for the production of rubber toys. In my report i have found that most of the consumers keep their pets as for their likeness. As per their likeness around 57% of the consumers had one pet at their home and around 22% consumers had two pets at their home. As consumers is more conscious about the security so some of the respondents keep three and more than three pets at their home. Now on the bases of my report the consumers who had one, two, three, more than three pet at their
home they spend average of Rs 1860 , Rs3333, Rs 5791, Rs 9400 for pet food and on the pet accessories they spend on an average of Rs 412, Rs722, Rs 1383, Rs 2880. So by this calculation i get to know that people who are having one pet they are spending more on the food and less on the accessories and it is same with consumers who are having two pets and the consumers who are having three and more than three pets they are spending more on the accessories as one of the reason behind it that they are keeping it for security, likeliness and they want their pet to be fit and well that¶s why they are spending much amount of money on the accessories in spite of that the consumers who are having one pet toys they are proving the pet food and also offently buy toys for them as most of them keeping it as per their likeliness so they spend less on the accessories. Also most of the consumers 3 7% buys toys within a six months and around 2 7 % buys within two months, in one month 20% of consumers buys pet toys. This data tells us that mostly consumers buys pet toys as they want to give a toy to their pet a sign of care and love towards him. As consumers are buying pet toys mostly the pet toys is being purchased from toy shop which is around 61% and around 29 % consumers purchase pet toys from the vetneary clinic also the consumers are looking for the quality rather than the price of the product this report shows that around 8 9 % consumers look for the quality and only 8 % consumers focuses on the price of the product no matters about its side effects to their pet as well as to their family members.
1) No. of consumers who knows that the cheap plastic toys contains ph Phthalate which causes cancer. a) Knows b) Dont know
63 62
50.4% 49.6%
2) No. Of pets the consumer had a) one b) two c) three d) more than three
72 36 12 5
57.6% 28.8% 9.6% 4%
3) average spending by the consumers on pet food and accessories. SPENDING ON PET FOOD BY THE CONUMERS WHO HAVING:a) One pet b) Two pet c) Three pet d) More than three pet SPENDING ON PET ACCESSORIES BY THE CONUMERS WHO HAVING:a) One pet b) Two pet c) Three pet d) More than three pet 4) consumers keeping their pets for a) fashion b) likeness d) security e) all of these
Rs 1861.1 Rs 3333.3 Rs 5791.6 Rs 9400
Rs 412.5 Rs 722.2 Rs 1383.3 Rs 2880
28 81 6 10
22.4% 64.8% 4.8% 8%
5) How often they buy pet toys a) once a month b) twice a month c) within six month d) yearly consumers who dont buy pet toys
25 34 47 14 5
20% 27.2% 37.6% 11.2% 4%
6) pets are allowed to play a) indoor b) outdoor c) both
66 33 26
52.8% 26.4% 20.8%
41 84
32.8% 67.2%
111 5 9
88.8% 4% 7.2%
36 77 10 2
28.8% 61.6% 8% 1.6%
12 10 22 77 4
9.6% 8% 17.6% 61.6% 3.2%
7) No. Of consumers who wish to buys pet toys online a) online b) offline 8) what consumers look in a good pet toy a) quality b) price c) both 9) consumers buy pet toys from a) vet clinic b) toy shop c) retailers d) trainers 10) what consumers look in a good pet toy a) durable b) size c) cost d) all of these e) size, durable, cost
11) No. of consumers who heard about love and care range of products. a) heard b) not heard
60 65
48% 52%
spending by the consumers on pet toys and accessories in a range PET FOOD:100 - 1,000 1,000 - 5,000 5,000 - 10,000 Above 10,000 HOME FOOD
18 62 19 6 20
14.4% 49.6% 15.2% 4.8% 16%
PET ACCESSORIES :NOTHING 100 - 500 500 - 1,000 1,000 - 2,000 Above 2,000
22 38 30 19 16
17.6% 30.4% 24% 15.2% 12.8%
Though around 67% of consumer are not willing to buy the pet toys product through online only 38% consumers wants to buys the product through the online. Consumers are looking a many aspects in a good pet toy like durable , size , cost, bounce and most of the consumers prefer all of these qualities in a good pet toys which is around 61% form the research which is being done in the different areas of NCR region. On the basis of the spending range around 50% consumers spend on the pet food in the range between Rs 1000 - Rs 5,000 also there are the costumers who spend more than 10,000 on the pet food which is around 5% and around 16 % costumers avail home food for their pet, also there are 15% consumers are such who spend on food between the range of 5,000 - 10,000. In the case of the accessories 30% consumers spend in between the range of 100 - 500 and 17 % consumers fall in to those groups who don¶t spend anything on the accessories, 2 4% consumers are of those kinds who spend in the range between 500 - 1000, 15% consumers are those who fall in the category of people who spend in the range between 1000 - 2000 also there are some customers who
spend above the range of 2000rs these are the potential costumers who don¶t negotiate with the quality. The company LOVE AND CARE is one of the largest manufacturer of pet toys in India and around 80% of their products is being exported and only 20% is being utilised by the domestic market which shows the less interest in the buying of pet toys which also give certain results around 48% consumers heard the name of love and care products and 58% has no idea about this company one of the reason behind it is that they the toys for their pet without even knowing the name of the company.
LIMITATION OF THE STUDY:y y y
The study and the research will be limited to the pure geographical region only. Total 125 samples taken for analysis a nd interpretation. Limited time for visit to the Consumer.
Questionnaire Name: Age:
(A) Below 10
(B)2 0-30
(C) 30-40
(D) 40-50
(E) 50-60 Do you Have Pet 1.
Yes
No
Are you aware that the cheap plastic pet toy has Ph and Phthalate which causes skin cancer? Yes No
2. How many Pets Do You have One More than three
Two
3. Do You keep Pets for Fashion 4.
Three
Security
Likeness
How much do you spend on Pet food in a month Pet Accessories in a month
5.
Do You Buy Pet Toys for them Yes 6. How Often You buy Toys for your Pet Once a Month
Twice a month
Within 6 Months
7.
Yearly
Where do you allow them to play
Indoor
8.
Do You Wish To Buy Pet Toys/ Products Online Yes
9.
Will you buy a cheap
10.
Outdoor No
or a good pet toy
From where do you buy pet toys? Dealer Vet Clinic
No
Trainer
Retailer
Toys shop
