A STUDY ON MARKET SURVEY ON THE BRAND EQUITY

TABLE OF CONTENTS

CHAPTER
LIST OF TABLES I LIST OF CHARTS INTRODUCTION

TITLE

PAGE NO

1 1 9 11 12 16 35 36 37

1.1 Profile of Organization II III IV V VI VII VIII REVIEW OF LITERATURE OBJECTIVES RESEARCH METHODOLOGY DATA ANALYSIS AND INTERPRETATION FINDINGS OF THE STUDY

CONCLUSION AND SUGGESTION
LIMITATIONS OF THE STUDY ANNEXURES

IX

9.1 QUESTIONNAIRE 9.2 BIBILIOGRAPHY

38 – 39 40

LIST OF TABLE

S.no 1 S.no 2 1 3 2 34 45 5 6 6 7 7 88 9 9 10 10 11 12 11 13 12 14 13 15 14 16 15 17 16 18 17 19

NAME OF THE CHART Respondents of gender NAME OF THE TABLE Occupation Table showing respondents gender Based on favorite brand Table showing of the Respondents occupation How long consume Table showing favorite brand How did know the brand Table showing how long consume Table showing respondents know the brand Based on selecting the brand Table Based on selecting the brand Recent period purchase Table showing recent period purchase Table showing satisfied the quality Satisfied the quality Table based on channel purchase Based on channel purchase Table showing reason for using brand Reason for using brand Table showing based on opinion price Table showing based on strong brand image Based on opinion price Table showing based on discount provide Strong brand image Table showing based switch over to other brand Based on discount provide The table based on if yes means Switch over to other brand Table showing Suggest buy this brand If yes means Table based on comments on quality Suggest buy this brand

Page No 16 Page No 17 16 18 17 19 18 20 19 20 21 21 22 22 23 23 24 24 25 25 26 27 26 28 27 29 28 30 29 31 30 32 31 33 32 34

Weighted average method

Based on Correlation comments on quality

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 was laid in 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 on 28-12-1979, the actual functioning commenced in the year 1984. The factory is situated 22 Kms away from pondicherry in the National Highways 45-A, between Pondicherry and Villupuram in the Village Thirubuvanai.

31lakhs comprising as the following. The mills Spindale was 25080 only.3.1 Mill for its profitability. Net profit and Labour productivity.1981 by the then Chief Minister of Pondicherry and the factory was inaugurated by the then his.31 "B" "C" "D" 1. Excellency T. 9001. 4. The trial production was made on 12. the Pondicherry Co-operative Spinning Mills has been identified as No.4 AWARDS COMPLEMENTED BY THE AIFCOSPIN Among all the co-operatives in India.2. The Position placed by the Mill from 1987-88 to 1990-91 is detailed below: AIFCOSPIN . 1.689.at the beginning and at Present there are 815 members with a share capital of Rs . It has awarded many awards.1. Twari.3 MEMBERSHIP The Mill was started with 138. Machine productivity. Members with a share capital of Rs.50 689.P. Lt.08. The Mill has achieved its full spinning capacity in the year 1987. The position placed by the mill from 1987-88 to 90-91 Year Selection Criteria Position .79.64 674.1984 and the Commercial production was started on 19. Particular "A" Handloom weavers co-op Societies Other Co-operative Societies Individuals Government of Pondicherry Membership Share Capital (in lakhs) 14 69 731 1 815 .1984.Bombay.11. Governor of Pondicherry on 16.1.All India Federation for Co-operative Spinning Mill.The foundation stone for the Mill was laid on 10.84.72 6.45 3.

The installed capacity is 35.160 spindles with an average count of 40's to 6’s.Process is followed as usual. is processing with its Licensed capacity SPINNING The process of spinning starts with ginning. • CARDING . Ginning is process by which Seeds are removed from the raw cotton.1.1987-88 1988-89 1989-90 Spindle Profit Spindle Profit Spindle Profit . I I I II III I II II III 1990-91 Spindle Profit Cash gain per spindle Machine Productivity Labour Productivity 1. the ginned cotton is directly purchased and so that the ginning is not carried on and the remaining . In this mill. It is cleaned in blow room line. Machine Productivity Productivity per Spindle Shift . 192-spindle unit. Bales of different varieties are opened at time and layer of cotton from each bale is fed alternatively. 1.5 EXPANSION PROGRAMME The licensed capacity of the Mill is 39.032 spindles will be erected. • MIXING AND BLOW ROOM Raw cotton is received at the mill in highly compressed bales.6 PROCESS OF MANUFACTURING The Pondicherry co-operative spinning mills ltd. into the machine with a view to obtain uniform blend. By the year2001. the remaining capacity of 4.1.

• DRAWING On the drawing frame. 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 mill shall produce such kinds of cotton yarn and staple fiber yarn as are required by the weaving units. comes out in the cane.varies depending on the count and quality of yam required.7 BUSINESS • • • • The mill shall purchase the cotton required by spinning. The drafts and twist . by the weavers in union territory of pondicherry and by others. . • 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.by 6 to 8 card sliver and drafting them proportionately.1. • RING FRAMES The final yam is spun on ring frames by drafting and twisting the rove from the speed frames. The Board of director may appoint necessary agent brokers etc on such terms and may be agreed upon for canvassing order. After processing in. The cotton is subject to the action of sharp wire points of licker cylinder. Thereafter such yam is twisted together on a ring doubling machine to form a double yam. • DOUBLING Generally two yam threads are sending parallel on single cone on a doublers winding machine. a uniform sliver lab is produced. doffer and flatter resulting in 'the further removal of neps and waste. 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. 1.The blow room lap is fed into carding machine.

M.M.30 P.00 A.00MID NIGHT .hour break for workers but not for production .A.M .Nearly 630 workers are working in the mill.to 12.9 MANAGEMENT Pondicherry co-operative spinning mills ltd is governed by –laws its is managed by an Administrator.30 P.And the third shift is from 12 MID NIGHT to 7. 1.. The first shift timing is from 7 00A.S.1.1.8 FUNCTION OF THE MILL The Pondicherry co-operative spinning mill is running with 3shifts.1. . with a half -an.M.officer and he is appointed by the Government of Pondicherry. The production process is non – stop. The second shift is from 3. who is is I. to 3.

Manager Controller of Accounts Asst. (Qlty. • • • • • • Production wing Quality control wing Engineering wing Maintenance wing Accounts and finance wing. cntrl) Elec. Administration wing . 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.ORGANISZTION CHART ADMINSTRATOR Managing Director Administration & Finance Production Wing Labour Officer Admn. Spinning Master (Maint) Asst Spinning Master.

ENGINEERING WING This wing takes care of all electrical equipments and fittings in the organization. nearly 10 staffs are working. Spinning Master (maintenance). It also takes all preventive measures. One staff and 68 workers are functioning in this wing.PRODUCTION WING The major activity concerned in the mill is production of yarn from raw Cotton. Spinning Master (Maintenance & production) is in charge for the production wing. QUALITY CONTROL WING The main responsibility of this wing is to check the quality of yam and quality of raw materials. The supervisors in the production will look after the process of production in different stages. ACCOUNTS AND FINANCE WING . 6 staffs and 540 workers are working in production wing. In this mill. The Asst. the machineries and materials are equipped to produce yarn from the count range 305 to 1005. Spinning Master (Quality Control) is in charge for this wing. Asst. 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. An Electrical Engineer heads this wing. 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. All the incoming raw materials and outgoing yam are checked in quality point of view. In 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. It also maintains records of all financial transactions to find out the profit or loss during the year. 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 . All payments and receipts are taken care by this wing. This wing maintains a systematic record of the daily events of business.the administrative manager and concerned department head shall be consulted by the Managing director in all matters . This department carries on purchases. .The finance and accounts wing is playing an important role in this organization. where ever and when ever deemed necessary and their comment shall be consider while framing a policy decision. and to know the correct financial status of the mill.

A powerful brand has high brand equity and customers will stick to that brand. It is a powerful instrument of demand creation and retention Brand loyalty It is the act of selective repeat purchasing of a brand. Brand equity refer tot the power of brand in the market place. 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.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. price ect. A weak brand has less brand equity and customer major contributor to customer equity. Branding is on important decision . The proper focus of .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. Once a consumer has developed a brand loyalty. or some combination of these to identify the product of a certain seller from those of competitors” a brand identifies the product from buyers. designing a brand mark and establishing and popularizing it. Brand makes it easy for consumer to identify products or services. 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. Brand equity Brand equity is an asset.

with brand management serving as a major marketing tool. • The brand offers the company some defense against price competition. Strength of brand equity to a company • • Strong brand equity offers the following advantages to accompany. . • The company cans more easily launch extensions because the brand name carries high credibility.marketing planning is to extend customer life time value. 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.

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 .

 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. measurement and analysis of data.CHAPTER-IV RESEARCH METHODOLOGY 4. which wants to portray the characteristics of a group or individuals or situation. 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. It is mostly qualitative in nature. It constitutes the blueprint for the collection. More explicitly. is known as Descriptive study. .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”. the design decisions happen to be in respect of.

The interview was conducted in English as well as in Tamil. Most of the questions are consist of multiple choices. various books.5 DEFINING THE POPULATIONS The Population or Universe can be Finite or infinite. and Company Records.6 SAMPLING PLAN A sampling plan is a definite design for obtaining a sample from the sampling frame. personal interview was conducted. The structured interview method was undertaken. 4. It refers to the technique or the procedure the researcher would adopt in selecting some . 4.3 QUESTIONNAIRE CONSTRUCTION Questionnaires were constructed based on the following types • • • Open ended questions Close ended questions Multiple choice questions 4. So In this projects consist of finite population. Generally 50 questions are prepared and asked to the customer and agent  Secondary Data Secondary data was collected from Internets. Journals. 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. 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.4.2 TYPES OF DATA COLLECTED  Primary Data Questionnaires are prepared and telephone.

it is easy to graph out through the percentages. This is an analysis of technique which analyzed the stated data in the project. PERCENTAGE METHOD In this project Percentage method test was used.sampling units from which inferences about the population is drawn. Formula (O-E) 2 χ2 = E x 100 . In this method the researcher select those units of the population in the sample. The Chi-square test is an important test amongst the several tests of significant developed by statistical. we can get percentages of the data given by the respondents. symbolically written as x2 (Pronounce as Ki-Spare). Chi-square. It analysis the assumed data and calculated in the study. which appear convenient to him or the management of the organization where he is conducting research. Convenient Sampling technique was adopted. 4. Sampling design is determined before any data are collected. is a statistical measure used in the context of sampling analysis for comparing a variance to a theoretical variance. The following are the formula No of Respondent Percentage of Respondent = Total no.7 DESCRIPTION OF STATISTICAL TOOLS USED  Percentage method  Chi-square test  Correlation and  Weighted average method. of Respondents From the above formula. CHI-SQUARE ANALYSIS In this project chi-square test was used. The percentage method is used to know the accurate percentages of the data we took.

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.O E = = Observed frequency Expected frequency 4. Thus weightage is a number standing for the relative importance of the . It is essential to allocate weight applied but may vary in different cases.  In certain cases relative importance of all the items in the distribution is not the same. Where the importance of the items varies.  One of the limitations of simple arithmetic mean is that it gives equal importance to all the items of the distribution.

CHAPTER-V DATA ANALYSIS & INTERPRETATION TABLE NO 5.0 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 Respondents based on the sex The data collected is tabulated and analyzed as follows particulars Male Female Total Sources:.1 sex 50 40 30 20 Frequency 10 0 male f emale sex .0 14.Primary data Frequency 43 7 50 Percentage 86.0 100.

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. CHART NO: 5.0 20.2 Respondents based on occupation particulars Customer Agent Total Frequency 40 10 50 Percentage 80. 20% of the agent. 2 occuption 50 40 30 20 Frequency 10 0 customer agent occuption .0 Sources:.0 100.TABLE NO: 5.

3 Respondents based on favorite brand particulars Spin co Aft Others Total Frequency 27 15 8 50 Percentage 54.0 30.0 100.TABLE NO: 5. CHART NO: 5.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.0 16.0 Sources:.3 whate is your favorite brand 30 20 10 Frequency 0 spinco AFT others whate is your favorite brand .

4 Respondents based on how long consume particulars 5-yr 5-10yr 10-15yr 15-20 Total Frequency 10 22 14 4 50 Percentage 20.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.0 Sources:. CHART NO : 5.0 44.0 8.TABLE NO: 5.0 100.4 how long do you consume this brand for business purpose 30 20 10 Frequency 0 5-yr 5-10yr 10-15yr 15-20 how long do you consume this brand for business purpose .0 28.

0 24.TABLE NO: 5.0 100.0 4.0 Sources:. 5 how did you come to know about the brand 20 10 Frequency 0 primt media visual media friends agent other how did you come to know about the brand .0 32.0 16.5 Respondents based on how did know the brand particulars Print media Visual media Friends Agent Other Total Frequency 12 12 8 16 2 50 Percentage 24.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.

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.TABLE NO: 5.6 Respondents based on selecting the brand particulars Quality Price Brand name Total Frequency 22 22 5 50 Percentage 44.0 100.0 44.0 10. 6 in what basis you are selecting the brand 30 20 10 Frequency 0 quality price brand name in what basis you are selecting the brand .0 Sources:.

10% belong to the others. CHART NO: 5.0 38.Primary data Inference: The above table infers that 52% belong to the spin co brand.7 in recent period which brandyou hane purchase 30 20 10 Frequency 0 spinco AFT others in recent period which brandyou hane purchase .0 100.0 Sources:. 38% belong to the AFT brand.0 10.7 Respondents based on recent period purchase particulars Spin co Aft Others Total Frequency 26 19 5 50 Percentage 52.TABLE NO: 5.

8 Respondents based on satisfied the quality particulars Highly satisfied Satisfied Neutral Total Frequency 21 20 9 50 Percentage 42. CHART NO: 5.0 18.Primary data Inference: 42% of the customers are highly satisfied.0 Sources:.TABLE NO: 5.0 40.40 of the customers are satisfied & other 18% of customers are neutral.8 are you satisfied with the quality of the brand 30 20 10 Frequency 0 highly satisfied satisfied neutral are you satisfied with the quality of the brand .0 100.

0 46. 46% of purchase from the agent.9 .0 Sources:. CHART NO: 5.Primary data Inference: The above table infer that 54% of purchase directly from the company.TABLE NO: 5.9 Respondents based on channel of purchase particulars Directly From The Company 23 From The Agent 50 Total 100.0 Frequency 27 Percentage 54.

CHART NO: 5.0 Sources:. & 6% of traditional purchase.channal of purchase 30 20 Frequency 10 0 directly from the co from the agent 3 11 channal of purchase TABLE NO: 5.0 6. 58%of cost benefit.10 Respondents based on reason for using brand particulars Quick sales Cost benefit Traditional purchasing Total Frequency 18 29 3 50 Percentage 36.10 .Primary data Inference: The above table infers that 36%of quick sales.0 100.0 58.

0 Sources:.please specify the reason for using this brand 30 20 10 Frequency 0 quick sales cost benefit traditional oa purch 4 please specify the reason for using this brand TABLE NO: 5.Primary data Inference: .0 40.0 100.0 6.11 Respondents based on opinion on price particulars Very high High Normal Low Total Frequency 11 16 20 3 50 Percentage 22.0 32.

0 100.12 Respondents based on strong brand image particulars Yes No Total Frequency 28 22 50 Percentage 56.Primary data . 22%have very high CHART NO: 5. 32%respondents high.0 44.The most respondents may opinion on price 40% normal.11 your opinion on availability of spinco brand in the market 40 30 20 Frequency 10 0 highly satisfied satisfied neutral your opinion on availability of spinco brand in the market TABLE NO: 5.0 Sources:.

0 Sources:. CHART NO: 5.Primary data Inference: .0 18.0 48.12 whether spinco is having a strong brand image 30 20 10 Frequency 0 yes no 3 whether spinco is having a strong brand image TABLE NO: 5.13 Respondents based on discount provide particulars Highly satisfied Satisfied Neutral Total Frequency 17 24 9 50 Percentage 34.0 100.Inference: From above table shows that frequency of strong brand image is 56% of yes and 44% of no.

18%belong to the neutral CHART NO: 5.The total number of respondents 50.0 100. 34%belong highly satisfied .13 are you satisfied withthe discount provide by the spinco 30 20 10 Frequency 0 highly satisfied satisfied neutral are you satisfied withthe discount provide by the spinco TABLE NO: 5.0 62.14 Respondents based on switch over to other brand particulars Yes No Total Frequency 19 31 50 Percentage 38.Primary data .0 Sources:. discount provide they satisfied 48%.

0 14.0 Sources:.0 52.Primary data .0 2.Inference: The above table infers that 62% of the respondents belong to the No. 38%of the belong to the yes. CHART NO: 5.15 Respondents based on if yes particulars Quality Price Credit Customer satisfaction Other Total Frequency 5 11 7 1 26 50 Percentage 10.0 100.0 22.14 do you like to switch over from this brand to other brand 40 30 20 Frequency 10 0 yes no do you like to switch over from this brand to other brand TABLE NO: 5.

Primary data Inference: .0 38.15 if yes means 30 20 10 Frequency 0 quality price credit customer satifaction other if yes means TABLE NO: 5. price will be more 22%.Inference: The above table infers 52% of the others.0 22.0 100.16 Respondents based on suggest buy this brand particulars Yes No Some time Total Frequency 20 11 19 50 Percentage 40.0 Sources:.credit belong to the 14% CHART NO: 5.

16 do you suggeust your friend and relatives to buy this brand 30 20 10 Frequency 0 yes no some time do you suggeust your friend and relatives to buy this brand TABLE NO: 5.Primary data Inference: .0 10.0 Sources:.0 100. 38% belongs to the some time 22% belong to the No CHART NO: 5.0 54.17 Respondents based on comments on quality particulars Superior then competitor Equal to competitor Inferior to competitor Total Frequency 18 27 5 50 Percentage 36.The above table infers that 40% belong to the Yes.

36% of the respondents had superior than competitor 10% of the respondents belong to inferior to competitor.S 45 30 33 H.92 1.98 Rank 1 3 2 .S 15 10 11 2 S 46 52 56 S 23 26 29 1 N 12 14 10 N 12 14 10 Total 50 50 50 Total 103 96 99 Average 2. CHART NO: 5.Out of the total 50 respondents surveyed 54% of the respondents (a maximum) had comments of equal to competitor.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 3 H.17 give me your comments on the quality of spinco brand 30 20 10 Frequency 0 superior then compet equal to competitor inferior to competit give me your comments on the quality of spinco brand 5.06 1.

Inference:The Value obtained is in positive where it inters that a change in one variable was on opposite change in another variable from the correlation analyses it is interred that when the customers understand about their then they adopt to the organization 5.19 CORRELATION Satisfied with Discount provide by the spin co X 11 29 10 ∑ x = 50 Opinion on the price of spin co Y 10 26 14 ∑y = 50 X2 Y2 XY 121 841 100 2 ∑x = 1062 100 676 196 2 ∑y = 972 110 754 140 ∑xy = 1004 r = (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 √235.95 CHAPTER VI FINDINGS OF THE STUDY • • • • • • • surveyed 86%of the respondent (a maximum) had male 80%of the total customer.376 √686x 416 = 512 534 = + 0. 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 .

• 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 . 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.• The above table infers that 52% belong to the spin co brand. price will be more 22%. 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. 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. • • The above table infers 52% of the others. 38%of the belong to the yes. 58%of cost benefit The most respondents may opinion on price 40% normal.credit belong to the 14% The above table infers that 40% belong to the Yes. discount provide they satisfied 48% The above table infers that 62% of the respondents belong to the No.

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 .• Consumer will switch for the reasons for increase in their purchase ability or income.

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 .

What comes to your mind when. How did you come to know about the brand? a) Print Media b) Visual Media c) Friends d) Agent e) Others 4. In recent period which brand you have purchase? a) Spin co b) AFT c) others 6.1 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. In what basis you are selecting the brand? a) Quality b) Price c) Brand name. I say Spinco 7.ANNEXURES 9. 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. Are you satisfied with the quality of the brand? a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly Dissatisfied . What is your favorite brand? a) Spin co b) AFT c) others. 2. 5.

Do you suggest your friend and relatives to buy this brand? a) Yes b) No c) Some time 16. Are you Satisfied with the discount provide by the Spinco? a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly Dissatisfied 14. Give me your comments on the quality of Spinco brand? a) Superior then competitor b) Equal to competitor c) Inferior to competitor 17. Whether Spin co is having a Strong Brand Image? a) Yes b) No 13. The Reason For to Switch Over a) Quality b) Price c) Credit d) Customer Satisfaction e) Others 15. Channel of purchase? a) Directly from the company b) From the agent 9. Any suggestion on Spinco _______________________________________________________________ ________________________________________________________ . Your opinion on the price of Spinco product? a) Very high b) High c) Normal d) Low e) Very low 11.8. Do you like to switch over from this brand to other brand? a) Yes b) No a) If yes Means. Your opinion on availability of Spinco brand in the market? a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly Dissatisfied 12. Please specify the reason for using this brand? a) Quick sales b) Cost benefit c) Traditional of purchasing availability 10.

Marketing Management S. Research Methodology “ C.LTD NEW DELHI-110001.2003.Marketing Management “Philip Kotler” [PRENTICE HALL OF INDIA PVT.1987]6th EDITION. Marketing “Dr N.Sherleker[PRENTICE HALL OF INDIA PVT.LTD NEW DELHI-110001.9.com .google.Nair”[SULTAN CHAND&SONS Daryaganj New Delhi-110002.2003.com www.R.grasim.2 BIBILIOGRAPHY BOOKS 1.HYDERABAD] 2ND EDITION.R.] 1stEDITION INTERNET: www.] 11th EDITION 2.Kothari”[NEW AGE INTERNATIONAL(P)LIMITED.A. 3. 4. Rajan and sanjith.

Sign up to vote on this title
UsefulNot useful