P. 1
Final Copy

Final Copy

|Views: 32|Likes:
Published by Lolek Jacob

More info:

Published by: Lolek Jacob on Dec 05, 2011
Copyright:Attribution Non-commercial


Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less










Assistant Professor





This is to certify that the project entitled “A STUDY ON THE BUSINESS BUYING BEHAVIOUR WITHT SPECIAL REFERENCE TO KERALA MINERALS AND METALS LIMITED CHAVARA, KOLLAM” submitted in partial fulfillment of the requirements for the award of degree of Master of Business Administration of University of Calicut is a bonafide record of the work carried out by Mr. Lolek EJ, Reg. no. EJAKMBA 019.

Date Place


Place: Date: Mrs.Lolek EJ.ELIJAH INSTITUTE OF MANGEMENT STUDIES PONGANAMKAD. no.O THRISSUR-6800028 CERTIFICATE FROM THE GUIDE This is to certify that the project entitled “A STUDY ON THE BUSINESS BUYING BEHAVIOUR WITH REGARD TO THE KERALA MINERALS AND METALS LIMITED CHAVARA KOLLAM” submitted in the partial fulfillment of the requirements for the award of degree of Master of Business Administration of University of Calicut was carried out by Mr. EJAKMBA 019 under my guidance. KURICHIKARA P. JYOTHIS RACHEL Faculty guide . Reg.

While preparing this report. Place: Thrissur Date: LOLEK EJ EJAKMBA 019 . student of Elijah Institute of Management Studies.DECLARATION I Lolek EJ. I also declare that this report will gives us clear vision about the business buying behavior of each client towards the company. hereby declare that the PROJECT REPORT entitled A STUDY ON THE BUSINESS BUYING BEHAVIOUR WITH SPECIAL REFRENCE TO THE KERALA MINERALS AND METALS LIMITED CHAVARA KOLLAM is submitted to University of Calicut in partial fulfillment of the requirement for the award of the Degree of Master of Business Administration is a record of original project work done by the able guidance of MRS Jyothis Rachel (faculty guide) The empirical findings in this report are based on the data collected by myself from KERALA MINERALS AND METALS LIMITED. I have not copied from any other report.

V. I am extremely indebted to the Marketing Manager as well as Mr. Once again I take this opportunity to convey thanks to each and every person who helped me directly and indirectly in the successful completion of this project. I wish to express my hearty gratitude to our respected principal.Sonny for permitting me to take up this project work. DR. . I thank my family members for their valuable and inseparable support in completion of this project. Jerry (Asst. Jyothis Rachel professor of Elijah Institute of Management Studies. I render my whole hearted thanks to all the other respected faculties of the management department for their assistance and cooperation given to me in regard to this work.ACKNOWLEDGEMENT First and foremost let me sincerely thank ALMIGTHY for the great opportunity and blessings that he has showered up on me for the successful and timely completion of my project work. I great fully thank Mrs. marketing manager) who guide me for the valuable help rendered to me by providing the necessary information. for the patient support and guidance. materials and cooperation for the preparation of this project work.

CHAPTER -1 1.1 1.2 1.3 1.4 1.5 1.6 Introduction Research Problem Scope of the Study Objectives of the Study Research Methodology Limitations of the Study CHAPTER -2 2 2.2 2.3 2.4 Literature Review Buying situations in the industrial marketing Different buying roles involved in the business buying process Review of past studies CHAPTER -3 3.1 3.2 3.3 3.4 3.5 Industry Profile Company Profile Department Profile Product Profile Organization Structure CHAPTER -4 4 Data Analysis CHAPTER -5 5.1 5.2 5.3 5.4 Summary Major Findings Suggestions Conclusion 46 46 47 47 34-45 15-18 18-24 24-28 29-32 33 5 6-7 7-12 12-14 Page no: 1 1 1 2 2-4 4


Scope for further study




2.1.1 2.3.2 Buy grid model 2.3.3 Nature of the organization 4.1 Materials sourced from companies 4.2 Customer category 4.3 Grades which are sold 4.4 Satisfaction with the product 4.5 General terms of purchase 4.6 How often do you buy the products 4.7 Quantity bought by a customer at a time 4.8 How do you feel delivery of product 4.9 Are you satisfied with the availability of product 4.10 Awareness of the ISO certification 4.11 If so is there any improvement 4.11.1 Ratings of factors which affect the buying behavior 4.12 35 34 34 33 32 31 30 29 28 27 26 25 24 10 Difference between consumer and business buying behavior Steps in Business buying process 4 8


LIST OF CHARTS 3.5 Nature of the organization 4.1 Materials sourced from companies 4.2 Customer category 4.3 Grades which are sold 4.4 Satisfaction with the product 4.5 General terms of purchase 4.6 How often do you buy the products 4.7 Quantity bought by a customer at a time 4.8 How do you feel delivery of product 4.9 Are you satisfied with the availability of product 4.10 Awareness of the ISO certification 4.11 Is there any improvement 4.11.1 Ratings of factors which affect the buying behavior 4.12 35 34 34 33 32 31 30 29 28 27 26 25 24 Marketing department structure Organization structure 16 23


Almost 50 respondents were taken as sample unit. As KMML is one of the leading players in titanium products it is essential to understand the structure of the company as well as the various departments. and economical changes affects a buyer. The companies various promotion strategies and the stockiest satisfaction is been critically analyzed. So the marketing department plays the key role in any company like KMML As the competition is high in the markets each company has to understand its potential and they should know the factors which influence the buyers in the market situation. And this work helps to understand the various buying situations as well how the changes in social. The study is conducted by using the various information obtained from the company. political.ABSTRACT A marketing firm must ascertain the nature of customers' buying behavior if it is to market its product properly. The technique used for data collection is sapling. Understanding the buying behavior of the target market for its company products is the essential task for the marketing department. The collected data‟s are analyzed and interpreted for findings and suggestions were framed in response to the findings IV . The data of the project “Business buying behavior” is collected through questionnaires which was sent to various stockiest. marketers try to determine the behavioral process of how a given product is purchased. This study helps to know more about KMML as well as it gives a clear idea about the buying behavior of the stockiest which depend mainly on Kerala Minerals and Metals ltd Chavara. The job of marketer is to meet and satisfy target customers needs and wants but “knowing customer" is not a simple task. In order to entice and persuade a consumer to buy a product. Charts and tables are created by using the response of the questionnaires.

4 Objectives of the Study 1.3 Scope of the Study 1.6 Limitations of the Study .CHAPTER -1 1.2 Introduction Research Problem 1.5 Research Methodology 1.1 1.

and delivery. price. So for a company dealing with these intermediate business buyers has to cautious enough to understand the variations between the two. 1 . the marketing stimuli for business buying consist of the four Ps: product. 1.3 Scope of the Study The very importance of the need of this study comes from the fact the individual consumer behavior differ from the buying behavior of its business counterpart.1. Within the organization.2 Research Problem Whether the Socio political changes as well as the competitive changes will affect the buyers or not? (Factors which affect the buying decision process) 1. In this case a better understanding of the business buyer‟s behavior will give the company a better chance in increasing the efficiency of it marketing activities. and competitive. cultural. or supplied to others. Other stimuli include major forces in the environment: economic. supplier choice.1 Introduction At the most basic level. These stimuli enter the organization and are turned into buyer responses: product or service choice. and individual factors as well as by external environmental factors. interpersonal. made up of all the people involved in the buying decision. Business buying behavior refers to the buying behavior of organizations that buy goods and services for use in the production of other products and services that are sold. technological. and promotion. and payment terms. buying activity consists of two major parts: the buying center. In order to design good marketing mix strategies. The model shows that the buying center and the buying decision process are influenced by internal organizational. As with consumer buying. place. order quantities. It also includes the retailing and wholesaling of firms that acquire goods for the purpose of reselling or renting them to others at a profit. the marketer must understand what happens within the organization to turn stimuli into purchase responses. service. political. and the buying decision process. rented. marketers want to know how business buyers will respond to various marketing stimuli.

bibliography.4 Objectives of the Study  Primary objective To discuss the different types of buying situations involved in the organizational buying  Secondary objective To understand about the buying roles and their importance in industrial marketing To analyze the factors that influences the organization buying process To study and understand the major influencing factors on the business buyers in KMML 1. A methodology may be understood to mean as all those methods and techniques that are adopted for collecting information and data. the presentation of the problem. the formulation of hypothesis. “research comprises of defining and redefining problem.1. 2 .5 Research Methodology According to Clifford Woody. In view of the research objectives. the research methodology adopted during the research process is described below. data collection. reaching conclusions to determine whether they fit the formulated hypothesis”. conceptual clarity and methodology. These steps include the selection of a research problem. survey of literature and documentation. presentation and report writing. collecting. formulating hypothesis or suggested solutions. testing of hypothesis. interpretation. organizing and evaluating data.

1. Here the low costs of a mail survey allows the collection of data with a boarder cross industry within a region. Data was obtained from company records. The design may be specific presentation of the various steps in the process of research. Descriptive design was taken for the study.5. and websites.5. this can. and due to the limited time that managerial respondents can offer.3 Primary Sources: Primary data are generated when a particular problem in hand is investigated by the researcher through personnel interview. measurement and analysis of data. It constitutes the blueprint for the collection. The research methods mainly used here are mail surveys as well as telephone surveys. 1. 1. The design includes an outline of what the researcher will do from writing the hypothesis and its operational implication to the final analysis of data. Secondly this is a study in a B2B context. be overcome by pre-set quotas as well as careful data collection procedures.2 Data Collection: Data used for the research has been collected from primary and secondary sources 1.5.1 Research Design: A research design is the arrangement of condition for collection and analysis of data in manner that aims to combine relevance of the research purpose with economy in procedure. Although mail surveys are criticized as having low response rates which can create non response bias.4 Secondary Sources: Secondary data on the other hand includes those data which are collected from some earlier research work and are applicable in the study the researcher has presently worked in. surveys.5. HR Manual. 3 . questionnaire-Data was collected through formal interview with officers and staffs. a mail survey approach is appropriate since it allows respondents to participate in the study at a time of their choosing. to some extent.

1.6    Limitations of the study Difficulty of reaching out to the customers as they are in different states.5 Sample Size 50 consumers of the company 1. Questionnaires is send over emails Customers are of different language so communication problem 4 .5.

3 Different buying roles involved in the business buying process 2.CHAPTER -2 2 Literature Review 2.4 Review of past studies .2 Buying situations in the industrial marketing 2.

2. institutional buying and government buying. institutional. supplies and business services.1 Difference between consumer and business buyer behavior Characteristics Demand No of customers Location Nature of buy No of buying roles Negotiations Promotion Consumer market Direct Large Dispersed Personal Few Easy Advertising Table 1 5 Business market Derived Few Concentrated Profession Many Complex Personal selling . plants and equipment.1 Literature Review Business organizations not only sell they also buy vast quantities of raw materials. lucrative buying market for goods and services purchased from both domestic and international suppliers. This market includes organizational buying. and satisfying social or legal obligations. such as making money reducing operation costs. If the number of people who purchase car declines in a particular month then demand for the engines also goes down. Business buyers purchase goods and services to achieve specific goals. The demand for the product in this market is derived i. manufactured components. This shows how engine companies are depending on the final consumption. For example.e. Over 13 million business.1. depend upon the final consumption of the product and service. and government organizations in the United States alone-plus millions more in other countries-represent a huge. This market consist very few buyers but they purchase in a very big quantity. 2. Therefore it includes more than one member in the purchasing department. This has resulted in the complex buying behavior. These customers are usually found in the industrial towns. The fluctuation in the market is inelastic. tech parks and industrial area. The product is purchases only after thorough examination. Any market in which customer buys the product for other than personal consumption is called business market. demand for car engines will depend on how many consumers will purchase the car.

000 worth of iron materials from company y every month. it gets the information from the floor about their requirements and the same is conveyed to the supplier.2. In this situation seller try to meet all the buying participants of the organization and convince them. a company x is buying Rs100. price modification. terms modification or supplier‟s modifications. It starts the negotiation with their suppliers on the new terms and conditions. After the advent of ERP software things have become simpler and easier. 6 . Company already has the list of suppliers. 2) Straight re-buy: in this situation organization follow routine step of informing sellers about their requirements and supply specifications. Therefore in this section we are discussing the different situation involved in the business buying. 3) Modified re-buy: in this stage buyer wants either product modification. Industrial marketing usually involves three different types of buying situations. Therefore company will be having more number of people involved in the decision making. For example. This provides lot of flexibility to both buyers and sellers. They are a) b) c) New task Straight re-buy and Modified re-buy 1) New task: the stage in which an organization is purchasing a major product for the first time. This is the easiest situation in the organization buying.2 BUYING SITUATIONS IN THE INDUSTRIAL MARKETING Buying situations varies to the large extent in the industrial marketing compared to the consumer markets. It means for each situations buying process changes. The negotiation process and vendor evaluation stages will not be there if company wants to purchase the material from the existing suppliers. Company would like to reduce the cost of iron ore. This will be resulted in higher uncertainty and cost for the seller.

g. attitudes toward risk and culture 2. Different members of the buying centre have different influences. 2. Therefore many business organizations constitute the buying centre or buying committee. technical advisors and other members of the marketing channel. The characteristics of buying centre are listed below. many users/influencers) and one individual can occupy multiple roles. Therefore in this section we are discussing the different situation involved in the business buying. perceptions and preferences which in turn are dependent on – age. personality.. the engineering department may be concerned with actual performance of the product. lathe machine is used by the shop floor employee. for e. job position. It means for each situations buying process changed. a technical person may see the vendor quotations and filter it before it goes to buying committees.g.3 Different buying roles involved in the business buying process are a) Users are people who actually use the product. A gatekeeper acts as filtering agents between buying committee and sellers. The buying centre may include people outside the organization such as government officials. income. Example: technical personnel. f) The negotiation process and vendor evaluation stages will not be there if company wants to purchase the same material from the existing suppliers. For example. For example. whereas production may be more interested in ease of use and reliability of supply.1 BUYING ROLES IN THE INDUSTRIAL MARKETING The number of people involved in the decision making is more in the industrial marketing. Members of buying centre have different personal motivations. 4. education. 3. This person can tell the specification clearly than any other person. consultants. 1.2. Industrial marketing usually involves three different types of buying situations they are: 7 . d) e) Deciders: these people give final consent on the chosen suppliers. Several individuals can occupy a given role (e. b) Influencers are people who provide the information required to evaluate the vendor and his products.2. c) Buyers: purchasing persons who put the specification for vendors. These people also evaluate the vendor and select him.

an engineering firm work towards better environment standards in their products assuming that all automobile companies adhere to the international regulations but the government decided to post pone the regulation standard implementation for 1-2 years the entire material manufactured and raw materials will have extra holding and inventory costs. For example. i) Modified re-buy: In this stage buyer wants either product modification price modification.1 Factors that influences on business buyers a) Economic developments: Purchasing of materials depend upon the country‟s economic conditions. in same way business buying is also influenced by the culture and customs. If the economy is growing rapidly usually the consumption also grows proportionately then company should source materials accordingly.3. Any technology change adopted by the competitor should be carefully observed. most of the products produced in Japan are of small size to suit their customers. For example. One should not sell beef products in India. c) Political and Legal environment: The unstable government will have unpredictable policies. Any shortage of the raw materials will force the company to go out of the company. b) Supply conditions: Raw materials required should be matched with the demand condition of the company. Any company buying products in Japan should always keep these things in mind. d) Competitive environment: Business buying is very complex. If the company not able to identify the competitors move survival will become difficult. Any change in the government policy will have direct or indirect impact on the company. 2.g) h) New task: The stage in which an organization is purchasing a major product for first time Straight re-buy: Organization follow routine step of informing sellers about their requirements and supply specifications. The economic health of the nation provides image for the organization too. terms modification or suppliers‟ modification. If there is an irregular or seasonal demand exists then company should adjust their supplies. e) Culture and Customs: Every country has its own culture. The numbers of buyers are very few. 8 .

Companies with more number of hierarchies will have plenty of problems to be addressed. empathy and persuasiveness that customer and organization posses.f) Organizational objectives: Purchasing objectives are derived from the organization objectives. 2. For example. g) Organizational Policies and Procedures: Companies policies like centralization versus decentralization of buying and selling will have direct impact on the company‟s production. i) Interpersonal factors: Business buying will have different outcome on the basis of authority. 9 . personality risk attitudes of individual will determine the buying behavior of each role and in turn these changes will have direct impact on the organization buying. Its purchasing objectives take this as benchmark and try to reduce the cost by 20%.2 Steps in Business buying process Table: 2 Problem recognition Need description Product specification Supplier search Proposal solicitation Supplier selection Order routine specification Performance review Stage 1: Problem recognition Problem can be identified from either internal stimuli or external stimuli.3. Company would like to launch new product hence it searches for the suppliers who can supply the material and equipments required for the new product. status. j) Individual factors: Age. h) Organization structure and Systems: Lesser the hierarchy more will be the flexibility in the organization. education. job position. Sometimes they will be forced to cancel the negotiation with a major supplier who may provide value to the organization in the future to meet the current cost projection. and organization objective is to reduce the overall cost of 20%.

The required items are assessed on the basis of reliability. Stage 2: Need description: after finalizing the problem. and build a good reputation in the marketplace. Characteristics and quantity of the needed item For the complex products team assessment is required. Qualified suppliers are shortlisted for further process. the buyer requires a detailed written proposal from each qualified supplier. The buyer can examine trade directories. and attend trade shows. In the value analysis company analyzes the components and their production process. price. Their proposals should be marketing documents. The buyer will invite qualified suppliers to make formal presentations.External stimuli like trade show. not just technical document. durability. Some suppliers will send only a catalogue or a sales representative. and other attributes needed in the item. watch trade advertisements. 10 . Here emphasis is given to find the alternative methods of producing the components and finding the optimum method that suits the company. The supplier‟s task is to get listed in major business directories. conference also helps the company to identify the problem. Thus business marketers must be skilled in researching. phone other companies for recommendations. Where the item is complex or expensive. Suppliers who lack the required production capacity or suffer from a poor reputation will be rejected. writing and presenting proposals. 2. They should position their company‟s capabilities and resources so that they stand but from the competition. 3. Stage 4: Supplier search The buyer now tries to identify the most appropriate suppliers. Their oral presentations should inspire confidence. Stage 5: Proposal solicitation The buyer will now invite qualified suppliers to submit proposals. develop a strong advertising and promotion program. companies will define need description. do a computer search. The need description includes 1. Those who qualify may be visited to examine their manufacturing facilities and meet their personnel. Stage 3: Product specification: Organizations develop detailed product specification with value analysis.

A blanket contract establishes a long-term relationship where the supplier promises to re-supply the buyer as needed on agreed price terms over a specified period of time. This will help it to decide whether to continue with existing suppliers or should search for the new vendor. repair and operating items). is expensive. buyers are increasingly moving towards blanket contracts rather than periodic purchase orders. quality or service. Weight ages are assigned against each checklist point and evaluated. warranties and so on. Some of the important attributes those commonly found in the vendor evaluations are a) b) c) d) e) f) g) h) Quality Delivery Communications Competitive prices Servicing Technical advice Performance history Reputation Stage 7: Order routine specifications: The buyer now negotiates the final order with the chosen suppliers. listing the technical specifications. These eight stages are very much essential for new task but not necessary for straight re-buy or modified re-buy. The buyer‟s computer automatically sends an order to the seller when stock is needed. hence the name stockless purchase plan. a straight re-buy or modified re-buy we will study by Buy-Grid model. The stock is held by the seller. the expected time of deliver. return policies. Stage 8: Performance review In this stage organization review the performance of the suppliers. Writing a new purchase order each time stock is needed. In case of MRO items (maintenance. Nor does the buyer want to write fewer and larger purchase orders because that means carrying more inventories.Stage 6: Supplier selection This stage is also known as vendor selection. This locks the supplier with buyer and makes it difficult for out-suppliers to break in unless the buyer and makes it difficult for out-suppliers to break in unless the buyer becomes dissatisfied with the in-supplier‟s prices. To know which stages are important in the new task. During this stage companies will prepare the checklist. 11 . the quantity needed.

and services as input to the production of other goods and services (fashion. To fulfill the orders the company purchase raw materials.4 Review of past studies Business buying process in a Garment Manufacturing Unit for a Retail Chain Demand Analysis by Cathy Parker for the partial fulfillment of her degree Most demand in the organization buying is derived demand so the company‟s most purchase depends upon orders procured by the organization. The operations department makes the design and process the buying requirement to the purchase department. semi-finished goods.3 Buy grid model Buy grid model is developed to understand the business buying process in three different business buying situations Buying process 1. 5.As the marketing department brings new order and does the demand forecasting it process the information to the operations department. Supplier search Proposal solicitation 6.2.3. Performance review 2. Problem recognition 2. Product √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ New task √ Table: 3 Modified re-buy Straight re-buy specification 4.net). General need description 3. components. Supplier selection Order routine specification 8. The purchase department categorizes the purchases into three categories – 12 . 7.

Order Specific Purchases – As the order is received the purchase department looks for the particular design related fabric. While as mostly consumer buying behavior is one time deal business buying is a continuous endeavor to build long term relationships. But the business involves lots of other aspects like unhindered and fluent information flow between departments. Re-orders – In the operations department the designers make rough design for making patterns and samples on pattern making papers. 2. Operational machinery purchase – As the operations keep going there is machine depreciation and mechanical faults. 13 . These are the three basic purchase needs in the company related to the core of the business operation. Business buying department is a lot different than consumer buying decision as it is a demand driven market with less price inelasticity. So apart from the order related purchases the department requires stationary items used in the designing and design development process. Office stationary is used by all departments so the purchase department purchase stationary for the whole organization from one supplier and keep on reordering it as per the need arises. 3. In accordance with the design apart from the fabric the operations department requires accessories and other add on. As we found out while researching out business buying with garment manufacturer that it is more often than not taken by a committee in an organization rather than an individual. The technology department will analyze the problem with the machinery and purchases goods like oil and spare parts to maintain smooth functioning of the processes. Business purchases involves more buyers in the decision making process and the purchasing efforts are undertaken by professional buyers which makes the whole process complex. The whole decision making process starts from the recognition of need to general need description to product specification to supplier search to proposal solicitation to supplier selection to order routine specification and finally to performance review in influenced by various decision making units. So the operation department has to refer those to the technological department. To enable such flow the company has to invest in office stationary and communication system. The market structure and duration of decision is also different.1.

While researchers have focused on issues relating to agency selection and loyalty in client-agency relationships. the factors fostering continuity and the forces prompting the break up of client-agency relationships. client industry norms and practices and the various roles within client firms are instances of factors that are neither organizational nor individual. this classic industrial service relationship has not been examined from a business-to-business buying behavior perspective. However.David Shani (kean college of New Jersey) Account acquisition and retention is an ongoing problem facing advertising agencies. they have primarily done so by studying specific organizational or individual level factors.Fostering Client-Agency Relationships: A Business buying Behavior Perspective by Dr. For example. 14 .J. Directions for future research are noted and managerial implication for business-to-business new account acquisition and selling are also provided. Literature in this area has focused on the criteria used in agency selection. However. A study was conducted with top agency account acquisition personnel that determined the set of forces affecting organizational buying behavior has applicability to business services transactions. many factors likely influence the client-agency relationship.David Lichtenthal (Baruch College) and Dr. What we need is a more comprehensive set of factors that also includes a broader range and variety of environmental and social forces affecting client-agency relations.

4 Product Profile 3.5 Organization Structure .3 Department Profile 3.CHAPTER -3 3.1 Industry Profile 3.2 Company Profile 3.

viz. The chemical is available in two crystalline forms. low specific gravity. The higher demand in global market attracts various firms to enter into the Titanium Dioxide manufacturing. It also has high tinting strength and dispersion properties as well as chemical stability. The relatively softer Anatase is the right material for delustering artificial fibers. Anatase and Rutile. and non-toxicity. This is because of the unique combination of its superior properties of a high refractive index. The first commercial product of titanium was an alloy additive to steel. In TTP Ltd.K.1World Scenario The credit of recognizing the existence of Titanium goes to Rev. which are of much commercial significance. high hiding power and opacity.3. when Ferro alloys were developed in USA in the year 1906. But it was M. It‟s perfect non toxicity & chemical inertness make it an ideal choice as a white pigment. Titanium dioxide is far more stable than any other pigment. William George who found traces of black magnetic sand unfamiliar to him in Manacine Parish (UK) and he called it Manacine. 15 .1. It is estimated that world‟s total installed capacity for Titanium Dioxide industry is 90-91%. The light scattering property of finely divided Titanium Dioxide is unmatched by any other known material. The Anatase grade is produced by the conventional sulphate technology. 3. which include multinational companies as well as small scale companies.H Lapalast who discovered Titanium.1 Industry Profile The use of Titanium Dioxide is very vast and it has been produced in various parts of the world at different levels. Lithopone etc. Titanium Dioxide is the whitest of white pigments and has replaced other less effective pigments such as Zinc Oxide. He examined Rutile and identified it as an oxide of metal and named it as “Titanium” after “Titan” of Greek Mythology in the year 1775. The use of titanium minerals in welding electrode coating gained acceptance in the mid thirties while titanium metal has been of commercial importance since 1948. A decade after Titanium Dioxide pigment was produced on a commercial scale.

Anatase grade possesses excellent water dispersion properties and gives a clear tone in all ranges of application. They are The titanium dioxide market is unique in that while it is a product approaching 100 years old. TTP RD-01. plastics. Historically the market has grown in volume at 3. The top 5 producers of the world now control 78% of the global capacity.5% .5% annually to reach close to $8 billion in production value today. at least some new Titanium Dioxide pigment will be made through most of the industrial capacity will come from expansion.2 National Scenario The Indian reserves of ilmenite are expected to be around 6. There are still no functional alternatives that provide the same value in use of customers. with the increased demand for the paints.3. 00. Travancore Titanium Products Limited has recently launched a Rutile Grade Titanium dioxide pigment viz. In the last decade the demand has slowly downed to 3% and it is expected in the next decade growth will be in the range if 2.5%.1.. The demand for the new manufacturers will be more.Titanium Dioxide is produced in TTP in the ANATASE form and marketed as AJANTOX. Ganjan (Orissa) and Sreekakulam (Andhra Pradesh). Titanium Dioxide enjoys a large market by any measure. The industry has gone through a metamorphosis in the past decade. This information throws light into the possibilities of new manufacturers and competition in Titanium Dioxide industry in the Indian market. Beach reserves are also seen in Ratnagiri (Maharashtra).000 units/year and most important sources are South Kerala and Tamil Nadu. This product was developed in the year 2002 indigenously through the Sulphate route. TTP markets this product without surface treatment at a very competitive price. Looking over the next 20 years. 3. rubber etc 16 . The reserves in Kerala and Tamil Nadu are about 20 million tonnes.

with the increased demand for the paints.2. plastics. Indian Rare Earth Limited (IRE) a government of India undertaking has a mineral separation unit in Chavara.3. which are located in Manavalakurichi in Tamil Nadu and Chattarpur in Orissa. KMML is the only unit producing Rutile grade Titanium Dioxide pigment in India with an installed capacity of 30.75 million metric tonnes by the year 2005. which separates minerals from the beach sands. which leaves considerable potential in the overall demand for paint in India. 17 . rubber etc.000 tonnes per annum.1. These units are: Kollam. which are located from the beach sands. This information throws light into the possibilities of new manufacturers and competition in Titanium Dioxide industry in the Indian Market. TTP and the KMML are the only two manufacturers of which produces Titanium Dioxide pigment. IRE also operates two mineral separation units.1. Projected demand of Titanium Dioxide in India is based on 8% growth. 3.3 State Scenario At present in Kerala. Currently there are four units in India engaged in the manufacturing of Titanium Dioxide pigment (Rutile & Anatase) with a total combined capacity of 44560 metric tonnes per annum. The Indian paint industry is expected to expand to almost 1. The demand for the new manufacturers will be more.1 Titanium Dioxide consumption growth in India The Indian paint industry has recorded growth of around 8% during the previous years. The current per capita consumption of paints at around 5 kg as compared to between 15 kg and 20 kg in the developed countries. IRE also operates two mineral separation units.6 and 1.

rutile leucoxene and silmanite which are the basic raw materials for variety of industrial use. 18 . With world‟s best quality mineral deposits. RC800 PG. 3. Later the KMML situated at Chavara came into existence and started producing Titanium Dioxide with the help of HCL acid process technology. remaining 21 million tonnes are produced by 45 companies through the process of sulphate process. Of this 229 million tones of Titanium Dioxide is produced by Chloride route bye 26 companies. The history of the beaches of Sankarmangalam and nearby areas is inextricably intertwined with the history of the precious beaches and KMML. KMML has won national acclaim for its impressive performance. KMML is India‟s first and only manufacturer of rutile grade Ti02 by chloride route. The products range includes ilmenite. RC 813. The company‟s products are marked under the brand name KEMOX. as was discovered in 1909 by the German scientist Dr. Another major advantage of this plant is that it is the only integrated plant located at the raw material site in the world. And KMML is the world‟s first fully integrated Titanium Dioxide plant. Since its inception KMML has made an indelible mark in the fields of mining.Travancore Titanium Products was started by His Highness Chitra Thirunal in 1946 and Titanium Dioxide was produced using the Sulphide Procure Technology. RC 800. With the state of art factories at Sankaramangalam and Kovilthotham. This is equally applicable to Titanium Dioxide Industry. India is a destination under focus and it is time to look at Titanium Dioxide industry scenario. RX 802. RC 822 and RC 808.2 Company Profile India is the second largest growing economy in the world. Schomberg who found traces of monazite in the sand flakes on the imported coir from Sankaramangalam. KMML produces the pigments like KEMOX RC 822. growth potential. mineral processing and manufacturing. a fully owned Kerala Government Enterprise.The present global demand of Titanium dioxide is about fifty million tonnes which is produced by 75 companies around the world. Kerala Minerals And Metals Limited. Precious. The beaches with a wealth of rare earth minerals. is the world‟s first fully integrated Ti02 Plant.

3. 3. Today.Overall growth and development of the local area in particular and the state in general. KMML has become part and parcel of local and international life. Collaboration agreement with: Benelite Corporation of America. Chavara. The same was commissioned in 1984 as the first and only integrated Titanium Dioxide Plant in the world.1 Growth of the company 1974 Letter of Indent for the production of 48. Woodall Duckham. Kollam 19 .K – Acid Regeneration Plant Kerr McGee Chemical Corporation. The construction of Titanium Dioxide Pigment using chloride technology started in 1979. X. a visionary private entrepreneur established the F. 2. KMML changed hands three times over. USA – Synthetic Rutile Plant.000 tonnes of Titanium Dioxide Pigment through Chloride process technology. 1.‟with the following broad objectives. with over 2000 employees and a range of products. During the course of time. Perira and Sons (Travancore) Pvt. USA – Titanium Dioxide Pigment (Chloride process) 1979 Construction of plants started at Sankaramangalam.2. Ltd. The unit was subsequently converted as a limited company in 1972 by the name of „The Kerala Minerals and Metals Ltd. U.By 1932.Optimum utilisation of mineral wealth found along the sea coast of Kollam-Alappuzha Districts.Large scale generation of employment in the state in general. In 1956 it was taken over by the state government and was placed under the control of the industries department. the forerunner to KMML.

1983 R&D recognition for KMML laboratory by DSIR. Rutile grade Titanium Dioxide Pigment under Trade Name: KEMOX RC-822. 20 . 1998 Launched another improved grade pigment – KEMOX RC-822SG (Renamed as KEMOX RC-802) 1998 Commercial production of Iron Oxide Bricks from the waste Iron Oxide – an innovative development by in-house R&D. 1992 1992 Won the First National Award for in-house R&D efforts in Industry for Technology Absorption under TAAS programme by DSIR 1997 A new grade of pigment for the new water based paint application was introduced – KEMOX RC-813. 1992 Launched another grade of Titanium Dioxide Pigment – KEMOX RC-800. Launched for the first time in India. 1984 Commissioned the first fully integrated Titanium Dioxide Pigment Plant in the world. 1992 Launched Plastic Grade Pigment – KEMOX RC-800 PG.

modern energy efficient filter and drier system. 2005 World class quality management systems like ISO 14001 and OSHAS-1800 implemented 2006 Capacity enhancement to 40. 2004 Commissioned new DM Plant and added two more digesters in IBP.1998 Supported Combustion Process was successfully commissioned in one of the streams in the Oxidation Plant. 1999 Erected and commissioned one more Chlorinator in Chlorination section. This In-house developed process is a significant break through which enables KMML to improve productivity of the plant and for further capacity enhancement. DCS system in Unit-400.000MT 2006 Foundation stone laid for Titanium sponge plant 21 . 2003 New modern Lime Preparation Plant (LPP) for effluent neutralization was commissioned. 2004 Commissioned a new product packaging machine. 1999 Bypass system in both streams and support combustion in other streams was also commissioned.

--on 18th August 2011 2011 Birth of First Batch of Titanium Sponge on 06.2011 22 .09. 2011 India‟s first commercial titanium oxy chloride pilot plant commissioned on 16/6/2011 2011 India‟s first commercial plant for synthesis of nano titanium dioxide commissioned on 19/7/2011 2011 Commissioned the Siliminite Recovery Sysytem at MS Unit 2011 Started the sale of Siliminite.2007 Commissioned Recovery cyclone 2008 Commissioned new ETP sludge and Oxide pond 2009 Development of Nano Titanium Dioxide particles in laboratory scale. 2010 Commissioned the Enhahced Zircon Recovery plant at MS Unit.

2000 2000 .2 Achievements of the company GLOBAL RECOGNITIONS International Gold Medal Award for Quality & Efficiency from UK in 2003 APCJ Award from Asia Pacific Coating Forum for the Best International Marketing Campaign . of India (National) 2003 & 2004  Special Awards for Exports from Chemicals and Allied Export Promotion Council (CAPEXIL) .2.Govt.3.May 2003 STANDING TALL Award for R&D efforts in Industry FACT MKK Nair Memorial Productivity Award Energy Conservation Award FACT MKK Nair Memorial Productivity Award FACT MKK Nair Memorial Productivity Award Energy Conservation Award CAPEXIL Award for best export performance 1992 1993 . 23 .3rd time consecutively. 2005 2004 & Award for best revenue Performance.2001 2001 2003.1994 1999 1999 .

in functional form of departmentalization an organization groups functions or activities into primary departments.P. The various departments of KMML are Marketing Department Personnel Department Finance Department 24 . IAS Shri. Director Sanjay Garg. Balakrishnan. New Delhi.3 Department Profile A business organization has to perform a number of activities in order to run itself. Department. Director Special Elias George.3.Finance(Expenditure). House.3 Directory board of KMML Shri. marketing. Chavara . IAS Managing Director KMML. IAS Secretary. 3.O.P.2. Kollam. human resource development and finance. Commissioner. IAS(Retd) Chairman KMML. Keral Kerala. Kerala Shri. Kollam.Alkesh Kumar Sharma.of Thiruvananthapuram.O. T. Kerala Tel: +91 476 2687117 (O) Shri. The application of functional form of departmentalization means grouping activities into departments of production. Chavara . Finance Govt.

Material Department Fire and Safety Department Maintenance Department Project Department Data processing Department Research and Development Department Utility Department 3. new product development. customer is the king. Major customers in the domestic market are served directly by the company. Turkey. South Africa. Dubai and Sri Lanka. A team of motivated marketing experts. Maintaining close contacts. product pricing and customer service. Mauritius. they are perfectly aware of the customer‟s needs and are instrumental in offering world-class services and prompt attention to your every requirement. 25 . KMML exports to the developed and developing nations and has earned a two star rating as an exporting house.1. highlights our customer consciousness. 3.3. Philippines. At KMML. who make it their business to find out your views. including countries like China. Korea UK.1 Marketing Network of the Company The marketing network of KMML is spread worldwide. sales analysis. advertising. The web of over 30 offices servicing 50 odd nations is the backbone of the marketing network. The activities of the marketing department include sales management. KMML has an all India network of 28 stockiest to meet requirements of our customers. market research and intelligence. KMML‟s products are supplied to industries all over the globe.1 Marketing Department The main objective of the marketing department is to promote distribute sell and serve the products of the organization.3.

ADMINISTRATIVE OFFICE STENO STENO STENO STENO Chart: 1 3.3. There are around 2000 employees working in the company.3. developing.2 Marketing Department Structure PEON STENO GENERAL MANAGER STENO A.3. and functions that are designed to maximize both organizational as well as employee effectiveness. It comprises of the functions and the principles that are applied to retaining. Deputy General Manager (P&A) is the head of the department.1. training. Regular training and refreshment courses are the part of the company life.2 Personnel Department Human Resource Management is defined as the set of activities.M (MARKETING) MANAGER MARKETING DY MANAGER (MARKETING) MARKETING OFFICE ASST. and compensating the employees in the organization. Personnel department is concerned with people dimensions in the organization. programs.G. The courses which include quality consciousness and safety awareness contribute to personality development. 26 .

3. KMML provides a wide range of products to quality conscious customers.3. 27 .3. cash management. 3. It consists of major functions such as granting credit to customers.4 Finance Department Finance system ensures adequate organizational financing at a low cost so as to maximize returns. financing capital and soon. This department is primarily responsible for creating safety awareness among employees and also to produce and distribute safety equipments. collection process.3.5 Materials Department The materials department has three sections     Purchase department Stores department Stores control Materials record 3.3. This department undertakes activities and decisions regarding the production work. Deputy General Manager (P&M) controls the activities of this department. 3. they are responsible for perverting accidents that occur to production plant during the operation.3 Production Department KMML maintains a high standard of perfection by achieving technical excellence in very phase of production catering to strict guideline.6 Fire and Safety Department Fire and safety department has a very important role to play.

10 Utility Department The department is under the control of Assistant GM. instrumentation sections.3. 28 . MIS is under the control of this department. for the smooth running of machines and uninterrupted supply of power. civil. This department is also responsible for installation of new machinery.3. The data base is fed to the system by each department which is required to generate various MIS to the management. compressed air and water.7 Maintenance Department The maintenance department is in charge of electrical. The maintenance department is also responsible for inspection of valves and prevention of leakage of acids and poisonous gases.3. The compressed air for the plant and instruments are supplied as a pressure of 8kg/cm 2. mechanical. The utility consists of stream. KMML issued an Oracle based DBMS. Production of oxygen is also under the supervision of this department.3. Two boilers having a capacity of 33 tons per hour supply the steam. Sixty of them are connected to IBM main server.3.8 Project Department The project department is engaged in the formulation of future projects and conducting feasibility study for the management. They make plans for the expansion of the company and also make way for launching of new products. 3. There are personal computers in the company. It is headed by the joint general manager. 3. 3.9 Data Processing Department This department is under the control of Assistant GM.

tooth paste. Dress materials.3. KMML offers a wide range of products for quality conscious customers. cosmetics. you need our products to brighten your life. tablets.4 Product Profile KMML always maintains high standards of perfection. plastics. enamels. wood paints. newsprints. Our products go into the manufacture of a variety of products used in everyday life. rubber products. Catering to strict guidelines. Titanium Pigment(Rutile) Dioxide KEMOX RC 800 KEMOX RC 802 KEMOX RC 808 KEMOX RC 822 KEMOX RC 800 PG KEMOX RC 813 Titanium Tetra Chloride Ilmenite Rutile Leucoxene Zircon Sillimenite Monazite 29 . achieving technical excellence in every phase of production. and printing ink – All contain titanium dioxide. emulsions. Believe it. facial creams.

Rutile. The Process in Brief: Titanium dioxide (TiO2). Titanium dioxide is readily mined in its purest form from beach sand. Leucoxone. is a substance as old as the earth itself. Dr. white pigment available for use.1 Process done in Company The Kerala Minerals and Metals Ltd (KMML) is the world‟s first fully integrated Titanium Dioxide Plant. KMML is also India‟s first and only manufacturer of Rutile Grade Titanium dioxide by chloride process. Raw Ilmenite is chemically processed to remove impurities such as iron. KMML is the world‟s first fully integrated Titanium dioxide plant. Magnetic & High Tension Electrostatic Techniques for separation of minerals from the sand. also referred to as Titania.3. Schomberg. leaving the pure. The beaches with a wealth of rare earth minerals became the centre of scientific attraction. by a visionary private entrepreneur. X. 30 . a German Scientist. (KMML)‟. and became a public limited company in 1972 in the name „The Kerala Minerals and Metals Ltd. Perira and Sons (Travancore) Pvt.4. it was taken over by the State Government in 1956. Established in 1932 as F. KMML is India‟s first and only manufacturer of Rutile Grade Titanium dioxide by chloride process. Ltd. The Mineral Separation Unit (MS Unit) of KMML is engaged in the separation of Ilmenite. The chloride process produces TiO2 products by reacting titanium ores with chlorine gas. Silliminite etc from the beach sand. The beaches of Sankarmangalam and nearby areas in Kollam are inextricably intertwined with the history of this substance and KMML.. Monazite. Titanium Dioxide is essentially harvested from sea. The MS Unit employs Gravitational. discovered in 1909 traces of monazite in the sand flakes on the imported coir from Sankaramangalam.

which is used for building purpose. The raw Titanium Dioxide is then classified and surface treated with various chemicals. We manufacture Iron oxide bricks from the waste Iron Oxide. including acid regeneration.The chlorides of impurity metals are removed from Titanium Tetra Chloride (TiCl4) through various processes to complete the recovery of TiCl4. in the Pigment Surface Treatment & Finishing Plant. BI from Ilmenite Beneficiation Plant is chlorinated in the Chlorination Plant to produce Titanium Tetra Chloride (Tickle). RC 822 and RC 808. filtered and washed to remove the salts. which ensures negligent pollution.2 Applications of the Products KEMOX RC 822 from KMML is a multiple application pigment. tint retention capacities and ease of dispersion. RC 800. The KMML Titanium pigments are reputed for their high degree of gloss. Responsible harvesting from the seas reaffirms our commitment to the environment. pre heated and oxidized with oxygen in the Oxidation Plant to produce raw Titanium Dioxide at a high temperature. Titanium Tetra Chloride is vaporized. Beneficiated Ilmenite (BI) is the raw material for the Pigment Production Plant. RC 813. sent to the dryer and then to the microniser. 3. It is further purified by distillation to obtain pure Titanium Tetra Chloride in the liquid form which is stored in storage vessels. The Titanium Dioxide pigment (in powder form) is subsequently packed. RC 802. Chlorine reacts with Titanium Dioxide and other metallic oxide impurities in BI in the presence of petroleum coke at a temperature of 9000C in a fluidised bed chlorinator to produce chlorides of Titanium and other impurity metals.4. The plant uses recycling and regeneration methods at various levels of processing. We also produce other grades of Titanium Dioxide pigments like RC 800 PG. Minerals like Zircon and Monazite are used in the development of Nuclear Technology. which is in great demand in the world market. 31 .

Following are some of the major / common applications of the products that we manufacture: TITANIUM DIOXIDE PIGMENT (RUTILE) Paints Printing Inks Plastic Paper Rubber Textiles Ceramics TITANIUM TETRA CHLORIDE Titanium Dioxide Pigment Titanium Dioxide Pigment Titanium salts Butyl Titanate Titanium Oxychlorides ILMENAITE Synthetic Rutile Titanium Tetra Chloride Ferro Titanium alloys Welding electronics Titanium Dioxide pigment Titanium salts SILLIMANITE High temperature refractory Ceramic industry 32 LEUCOXENE Welding electrodes Titanium Dioxide pigment Titanium Tetra Chloride Titanium Compounds MONAZITE Rare earth industry Nuclear technology RUTILE Welding electrodes Titanium compounds Titanium Dioxide Pigment Titanium metal/sponge Titanium Tetra Chloride ZIRCON Ceramics Foundries Refractories Zirconium Chemicals Zirconium metals Nuclear technology IRON OXIDE BRICKS As building Material .

5 Organization Structure Chart: 2 33 .3.

CHAPTER -4 4 Data Analysis And Interpretation .

1 Organizations No of responses Percentage Co-operative Public Private Partnership Total 8 2 29 11 50 16% 4% 58% 22% 100% nature of the organization co-operative public private partnership Chart: 4. 11 partnership companies and 29 private companies. 2 public companies.1 Nature of the organization Table: 4. 34 .1 Interpretation The consumers of KMML consist of 8 co operatives.4. Data Interpretation and Analysis 4.

35 .2 Range Below 5 years Between 5-10 years Above 10 years Total Between 5-10 years-31 companies Above 10 years-5 companies Number of responses 14 31 5 50 percentage 28% 62% 10% 100% 35 30 25 20 15 10 5 0 for 5 years between 5 to 10 years above 10 years Chart: 4.2 Materials sourced by companies from KMML for years Below 5 years-14 companies Table: 4.2 Interpretation 14 consumers of KMML started buying goods since last 5 years onwards 31 companies belongs to the years in between 5 to 10 and above 10 there remains only 5 customers.4.

4.3 Interpretation The customers of the KMML can be divided into 3 they are major customer which are 14 in numbers. the stockiest of the company is 27 in number and rest belongs to the common category which is 9 in number 36 .3 Category Major customer Stockist Other category Total Responses 14 27 9 50 Percentage 28% 54% 18% 100% 30 25 20 15 10 5 0 major customer stockist other category Chart: 4.3 Customer category Table: 4.

4 Grades which are mostly sold Table: 4.4.4 Grades Used Rc822 Rc808 Rc800pg Rc800 Rc804 Rcc813 Rc802 Total Responses 16 12 8 5 4 1 4 50 Percentage 32% 24% 16% 10% 8% 2% 8% 100% 18 16 14 12 10 8 6 4 2 0 RC822 RC808 RC802 RC800PG RC800 RC804 RCC 813 Chart: 4.4 Interpretation The mostly used grades are RC 822 (16) RC808 (12) RC 802 (4) RC 800PG (8) RC 800 (5) RC 804 (4) RCC 813 (1) 37 .

5 Satisfaction with the product Table: 4. 27 are quite satisfied and 3 are dissatisfied with the products of KMML 38 .4.5 Level Highly satisfied Satisfied Dissatisfied Total Rate 20 27 3 50 Percentage 40% 54% 6% 100% Series 1 Chart: 4.5 Interpretation Out of 50 customers 20 are highly satisfied.

6 Interpretation Out of 50 customers 18 customers buy the products of KMML rendering direct cash 26 does it by credit and rest 6 buy through bank dealings 39 .6 Terms of purchase Cash Through the bank Credit Total Responses 18 6 26 50 Percentage 36% 12% 52% 100% 30 25 20 15 10 5 0 cash credit through the bank Chart: 4.4.6 General terms of purchase Table: 4.

7 Interpretation Out of 50 customers 9 companies buys products twice in a month 39 companies buy only once in a month and 2 companies buy more than twice in a month.7 How often Twice in month Once in month More than twice Total Responses 9 39 2 50 Percentage 18% 78% 4% 100% 45 40 35 30 25 20 15 10 5 0 once in month twice in month more than twice Chart: 4. 40 .4.7 How often do you buy products Table: 4.

8 Tonnes brought 50ton to 1000kg 1ton to 100ton 100ton to 1000ton 1000 and above Total Responses 4 15 28 3 50 Percentage 8% 30% 56% 6% 100% 30 25 20 15 10 5 0 50-1000kg 1 ton-100ton 100to1000ton 1000 above Chart: 4.4.8 Quantity bought by a consumer at a time Table: 4. 28 customers consumes 100 to 1000 tons at a time and 3 customers consume 1000 or above at a time. 15 customers consumes 1ton to 100 ton at a time.8 Interpretation Out of 50 customers 4 companies consumes between 50 – 1000 kg at a time. 41 .

42 .9 Interpretation 38 customers out of 50 are satisfied with the delivery of the product and 5 are highly satisfied and 2 are highly dissatisfied and 5 are dissatisfied with the delivery of the products.9 Rate Satisfied Highly satisfied Highly dissatisfied Dissatisfied Total Responses 38 5 2 5 50 Percentage 76% 10% 4% 10% 100% 40 35 30 25 20 15 10 5 0 satisfied highly satisfied highly dissatisfied dissatisfied Chart: 4.4.9 How do you feel delivery of product Table: 4.

10 Rate Satisfied Highly satisfied Highly dissatisfied Dissatisfied Total Responses 31 15 3 1 50 Percentage 62% 30% 6% 2% 100% 35 30 25 20 15 10 5 0 satisfied highly satisfied highly dissatisfied dissatisfied Chart: 4.4.10 Interpretation 31 customers out of 50 are satisfied with the availability of the product and 15 are highly satisfied and 3 are highly dissatisfied and 1 is dissatisfied with the availability of the products.10 Are you satisfied with the availability of product Table: 4. 43 .

11.1 If so is there any improvement after the certification Table: 4.1 Ratings Yes No Total Responses 15 35 50 Percentage 30% 70% 100% 40 35 30 25 20 15 10 5 0 known customer21 unknown customer Series 1 if so improvement yes no improvement no Chart: 4.11 Awareness about the ISO 9001 certification Table: 4.11 Ratings Yes No Total Responses 21 29 50 Percentage 42% 58% 100% Interpretation 42% customers are aware of the ISO certification and 68 are not aware and out of 42% customer 30% say that there is an improvement after certification and others say no improvement. 44 .

4.12 Rating of factors affecting the buying behaviour Table: 4.12 strongly Nature economic developments supply conditions political developments regulatory changes agree 30 21 39 19 agree 6 11 5 8 neutral 5 7 2 13 disagree 4 8 5 7 strongly disagree 5 2 3 competitive developments culture and customs objectives and policies of org organization structure characteristics and feelings of buyer 45 40 35 30 25 20 26 17 38 31 10 6 8 1 8 19 2 11 4 4 2 5 2 4 2 11 3 29 5 2 agree 15 10 5 0 strongly agree neutral disagree strongly disagree Chart: 4.12 45 .

5 Conclusion Scope for further research .2 Major Findings 5.4 5.CHAPTER -5 5.3 Suggestions 5.1 Summary 5.

5. which can prove dangerous to the company‟s current position and can lead to competitive advances from the foreign competitors. A bulk customer is given a credit based payment to the company (45 days free of interest base). One of the most important positive parts from the side of this company is that of the payment system. Thus the geographical influences that the each buyer faces are quite different. Being a nearly monopolistic player in India KMML may go to complacency towards the dynamic business buyer‟s psyche. And certain discount terms are included for the promotion of the customers which include a customer which buys more than 500 tones will get each reduction of 7000 on each kg and it will be credited on the customer‟s bank account on the next month first.1 Summary The buyers of KMML constitute from various parts of the country as well as from outside the nation.5. This is the company which provides world class product and services. The factors that mainly affect the buyers are the socio political changes as well as the competitive changes.2 Findings        Stockiest are happy with the credit system which is prevailing Top players in the paint industry enjoys more benefit Moreover almost all the customers of the company are satisfied with the policies Stockiest are satisfied with the delivery and also the availability of the products Kmml has a high reputation among the stockiest The marketing techniques used for promotion of products is highly effective Overall the stockiest are happy with the dealings of the company 46 . In the current situation of global slowdown and dynamic changes the buyer‟s psychology also changes in the buyer‟s behavior.

5.3 Suggestions       Company should go for more advertisement for their products Company should promote local players and should give them special concern Should maintain the quality. packaging. Most of the stockiest and customers are satisfied by the services and facilities offered by KMML. KMML continues to occupy an important place among the public sector undertaking in the country. The higher demand in global market attracts various firms to enter into the Titanium Dioxide manufacturing. Day by day KMML is improving his reputation in the market.5.   there is a scope to analyze how the political changes affects the business buying behavior as well as a study can be done on how the social changes can affect the buyer 47 . This satisfaction can be concluded by the response of stockiest in the questionnaires. delivery of goods in the present condition The communication should be made strong in order to maintain the stockiest with the company Stockiest should give promotional activities other than credit and reduction Products awareness should be given to the local players also 5.4 Conclusion The company offers best services to the stockiest as well as the customers in all fields. In short the customer promotion method as well as the handling of each dealer will make the company to progress a lot and surely it will the most important player in the world.5 Scope for further research As the behavior of stockiest varies according to the socio economical and political changes there is a wide scope for further study.


asp v .org/wiki/Marketing#Buying_behaviour http://www.BIBLIOGRAPHY BOOKS 1. Kotler Philip “marketing management”.slideshare.wikipedia. New Delhi 3. New age international publishers-New Delhi -110 022 (pp 955-112.3rd edition. S Namakumari “marketing management”.S. Ramaswamy V.kmml. Kothri C R “research methodology” (2nd revised edition 2007).net/business/marketing/buying_introduction. Macmillan India Ltd.org http://en.184-192) 2.net/mehmetcihangir/business-markets-and-business-buyer-behaviorpresentation http://tutor2u. 2004. Prentice hall of India P ltd.. eleventh edition: New Delhi. ONLINE SOURCES www.

APPENDIX Questionnaire 1) Please write the name and nature of your organization a) Co-operative b) public c) private d) partnership 2) For how many years the materials is sourced from KMML by your company? .

a) Below 5 years b) 5 to 10 years c) above 10 years 3) Which customer category you belong to? a) Major customer b) stockiest 4) Which grades of Tio2 is mostly purchased by you? a) RC822 b) RC808 c) RC802 RC800 f) RC804 g) RCC 813 c) other category d) RC800PG e) 5) Are you satisfied with the pricing policy followed by KMML a) Highly satisfied b) satisfied c) dissatisfied 6) What is your general terms of purchasing a) Cash b) through bank 7) How often do you buy the products a) Twice in month b) once in month 8) How much quantity you buy at a time a) 50-1000 kg b) 1-100 tones above 9) How do you feel about delivery of product a) Highly satisfied b) satisfied dissatisfied d) highly dissatisfied c) credit c) more than twice c)100-1000 d)1000 tone c) dissatisfied d) highly 10) How do you feel about availability of product b) Highly satisfied b) satisfied c) dissatisfied d) highly dissatisfied 11) Are you aware of ISO-9OO1-9OO2 certificate of KMML a) Yes b) No a) If so is there any improvement in KMML products after getting ISO certificate a) Yes b) No VI Rate the following questions based on the given points 1234Strongly agree Agree Neutral Disagree .

5.Strongly disagree 12) The Economic developments highly influences the buying behavior 13) The supply conditions play a leading role in buying behavior 14) The political developments affect the buying behavior 15) The regulatory changes influences the buying behavior 16) The competitive developments changes the buying pattern 17) The culture and customs of the countries affect the buying behavior 18) The objectives and policies of the organization play an intrinsic part in buying behavior 19) An organizations structure is one of the most important factor which influences the buying behavior 20) Characteristics and feelings of the buyer affects the buying VII .

You're Reading a Free Preview

/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->