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CHAPTER ONE

INTRODUCTION
1.1 Organization Overview
Royal Ceramics Lanka (Rocell), Sri Lankas largest manufacturer and distributor of
world class ceramic porcelain tiles, and bath ware fittings, has introduced a number of
new product collections that feature many of today's most popular design trends,
including a contemporary twist on concepts inspired by natures magnificent composition
of natural wood, rustic stone, slate, rock, marble and moss which are fashioned to fit any
surface, floor, wall, interior surfaces or eterior cladding, as well as considering bath
wares ! categories of sets, wash basins, scatting fans and bath ware accessories etc"
Since its inception in #$$% Rocell, focused its efforts on being a brand leader in its
industry and then known as Royal Ceramics Lanka (&'t) Ltd" Rocell made the transition
from a pri'ate company to a public one in #$$("
)he company has a wide 'ision to continue to be the leader in the surfacing industry
locally enter and impact the global market and it aims at offering the highest *uality
products and ser'ices in ensuring customers satisfaction by matching all epectations,
growing the market by inno'ations, thereby enhancing shareholder wealth, de'eloping
the human resources to ecelling latitudes such that Royal Ceramics eudes a stance of
ecellence"
+t is reported that a profit after tax of Rs.810.8 million had been achieved; a notable increase from
the last years Rs.329 million and grop net assets per share !ere p to Rs."#.90 from the last
years 29."9. $rop earnings per share !ent p by 8%& to Rs.111.08 from Rs.9" the previos year
and the companys brand image has gro!n excellently. (Sunday Times, Business Section -
June, 2008)
Royal Ceramics has a ,,- share of the domestic market for tiles and operates an island
wide network of (# showrooms" (./ 0an .%%1, L23)" Rocell's efforts in eploring new
international markets, has resulted in de'eloping an international client base spanning .,
countries including Canada, Singapore, 0apan, the 4iddle 5ast and 6ustralia"
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)he R3C5LL brand includes7 Royal Ceramics Lanka &LC, manufacturing &orcelain
floor tiles and 8omogeneous floor tiles, Royal &orcelain Lanka &LC, manufacturing
printed gla9ed Ceramics tiles and R3C5LL 2ath ware Limited, one and only state of the
art sanitary ware manufacturing in Sri Lanka and in the 6sian region"
Rocell they go beyond stipulated *uality standards to ensure that Rocell tiles meet their
stringent *uality re*uirements" +S3 $%%# standards, certified by 2:;# (London) in #$$!"
)hey ha'e also put into effect <)otal ;uality 4anagement Criteria= which includes
resources, procedures, processes and responsibilities" +n recognition of such continuing
impro'ements, the Sri Lanka Standards +nstitution presented them with a >ational
;uality 6ward (4erit) in #$$/"
Company has also de'ised an <5n'ironment 4anagement System= which enables them
to monitor and control pollution le'els and maintain them at a negligible minimum" )his
program is in accordance with +S3 #(%%% +nternational 5n'ironment 4anagement
Standards by 2:;# (London) in .%%%" +n addition, the company has implemented a
formal <Safety 4anagement System= in line with re*uisite international standards in
order to ensure the safety and enhance the working conditions of their employees"
1.2 Backgron! o" t#e $t!%
+t is a significant factor to any organi9ation all around the world, to achie'e their goals"
5'ery company wish to continue to be the leader in the industry locally, then enter to the
global market and offer highest *uality products and ser'ices in ensuring customer
satisfaction by matching all epectations, growing the market by inno'ations, so
companies always work with success positi'e people" )he concept of strategic 'ision,
seeing ?'ision as a coherent and powerful statement of what the business should aim to
become" +t must be realistic about the market, competiti'e, economic, and regulatory
conditions and reflect the 'alues and aspirations of management, employees, and
stakeholders" (@ilson, .%%.)"
5'ery company directors set targets for subordinates to achie'e within precise period" )o
get an ad'antage on Return 3n +n'estment (R3+), it is important to achie'e sales targets"
>ot achie'ing sales targets will directly affect the company in'estments" >ormally
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shareholders in'est their capital to get best return on in'estment" +f any company does not
achie'e sales targets, it causes to discourage the shareholders in'estments" +t is true,
company directors set targets, mainly to get an ad'antage for R3+" So achie'ement of
sales target is important for entire organi9ational acti'ities, it means from con'erting of
raw material to final product as well as offering it to final customer it is important to ha'e
the best financial condition in the organi9ation, for this task it must achie'e its sales
targets" )he measure of effecti'eness of business management should be R3+, and not
merely sales 'olume produced or profits as a percentage of sales" )he field sales manager
should be e'aluated on the return on in'estment, which he produces in his segment of the
business" )he Airectors belie'es that attention on R3+ will not only result in harmoni9ing
the obBecti'es of the field sales organi9ation with the o'erCall obBecti'e of the company,
but will also e*uip field sales management with an effecti'e businessman's tool for
decision making"
Doals set by an organi9ation are specific, *uantifiable targets that it commits to attain in
order to achie'e its corporate mission and obBecti'es" 5ssentially, when an organi9ation
sets its specific goals it is saying7 E@e need to achie'e these specific targets in order to
successfully achie'e the mission and obBecti'es of this organi9ationE" +n fact, goals are
the translation of the mission and obBecti'es of the organi9ation into specific *uantifiable
terms against where the results can be measured"
3rgani9ation forging ahead with its corporate mission to impro'e the li'ing standards of
people in the area and thereby facilitate and contribute to the national economic growth
strategy as well as to gi'e best ser'ice to customers" )herefore, organi9ations spread their
network not only to main cities but also to other town areas, through these kinds of
acti'ities the company hopes to increase sales 'olume too"
6ny organi9ations success depends on the customers" )herefore, it is the most important
assets of any organi9ation" Customers are the people who purchase and consume product
or ser'ices to satisfy their unsatisfied needs" 6s a rational customer, he or she has to face
many decisionCmaking situations while purchasing" Customer satisfaction is not an
obBecti'e matter but more of a feeling or attitudes" 3pinion and attitudes of people are
subBecti'e by nature" )herefore, it is hard to measure" +t is difficult to get a total picture of
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customer satisfaction" )he )eboul model (8amstead, #$$#) describes customer
satisfaction as the degree to which the customers eperience of a ser'ice or product
matches with hisFher epectation" Denerally, branches sell their products or ser'ices to
achie'e monthly or *uarterly sales targets, which are gi'en by the head office" )here are
number of factors that can affect to increase or decrease the sales" Customer is the main
factor that can influence the sales" +f leaders, sales agents as well as front line people, do
not pro'ide best ser'ice to the customers, do not response to customer complaints, do not
inform essential things, those will mainly affect for customer satisfaction" +f it is so, that
is directly cause for reducing sales"
+f there is no sufficient tools and e*uipments, labors and warehouses capacity etcG that
factors also directly affect for monthly sales 'olume" )o get a proper sales 'olume it is
important to meet the customers epectations, response to complaints, deli'er what is
promised and deli'er on time" 3n time, deli'ery plays a maBor role in customer
satisfaction"
Royal Ceramics Lanka &LC is a wellCreputed company for the tiles and bath ware fittings
in Sri Lanka" +t is a leading manufacturer and seller, has (# outlets all around the island"
Rocell uses high technology for their production and branch processes, appoint efficient
employees, maintain number of warehouses, launches best promotional e'ents etc"
@hen considering 2andarawela showroom, it failed to achie'e target sales last few
months ()able #"#)" +t is important to find out the reasons behind the problem, as the
showroom is re*uired to o'ercome the problem for achie'ing the success" )herefore, t#i&
re&earc# &t!% "oc&e& on &earc#ing interna' "actor&, w#ic# a""ect &a'e& target
ac#ieve(ent. )*it# &+ecia' re"erence to Ro%a' Cera(ic ,anka P,C, Ban!arawe'a
Branc#-.
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)able #"# Ae'iations of Sales"
SourceH &ast Sales reports" (6ppendices ++)
.ear / 0ont# Deviation )+ercentage-
.%%$ 6pril I1-
4ay .$-
0une I#-
0uly !.-
6ugust (!-
September ,(-
3ctober 1%-
>o'ember (#-
Aecember #,#-
.%#% 0anuary I/-
Jebruary #%(-
4arch //-
6pril $.-
4ay $#-
6ccording to monthly sales analy9e, there is only two months it achie'ed #%%- sales
target" 3ther #. months branch did not achie'e #%%- sales target" )his research problem
de'eloped based on the abo'e reason"
1.1 Re&earc# Pro2'e(
+f any organi9ation based on intrinsic fundamentals such as carrying customer centric
business approach, performanceCdri'en culture, an organic integration of consist with the
business and commitment to enterprise go'ernance, which are assistance to carry a
success business"
Shareholders in'est money for organi9ations, as well as they epect return on in'est for
their in'estment" )herefore, they appoint challengeable directors and set goals for their
organi9ation" )hen directors set targets to achie'e their goals" So sales target achie'ement
is a significant factor to any organi9ations smooth run" +f it is not achie'ing sales target,
it causes to reduce in'estment opportunities for businesses"
+t is a significant factor, if any organi9ation has been satisfying customers, they will be
more likely to repurchase, leading to increased sales and market share for the firm"
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+mpro'ing the *uality of a'ailable stocks, deli'ery on time, pro'ing best ser'ice is
particularly important because these increase customer satisfaction"
)o achie'e company goals, it is important to achie'e sales target by any branch of Royal
Ceramic Lanka &LC" +t had identified that, there is a difficulty of achie'ing sales targets
in 2andarawela showroom" )herefore, the research problem titled as w#at are t#e
interna' "actor&, w#ic# a""ect &a'e& target ac#ieve(ent3 )*it# &+ecia' re"erence to
Ro%a' Cera(ic ,anka P,C, Ban!arawe'a Branc#.-
1.4 O25ective o" t#e $t!%
)he obBecti'e of this research study can be categori9ed into . parts, such as the o'erall
obBecti'e and the specific obBecti'es"
1.4.1 Overa'' O25ective
)o identify the internal factors which affect sales target achie'ement" (@ith special
reference to Royal Ceramic Lanka &LC, 2andarawela branch")
1.4.2 $+eci"ic O25ective&
)o identify customers 'iew about the product, place (show room), price and
promotion"
)o identify the influence of production delay to reduce the monthly sales"
)o identify whether insufficient warehouse reduces sales"
)o identify whether lack of facilities in the show room reduces the sales"
1.6 Re&earc# 7e&tion&
#" @hat are the internal factors which affect sales target achie'ementK
." @hat are the customers 'iew about the product, show room, price and promotionK
I" @hat is the influence of production delay to reduce the monthly salesK
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(" @hat is the influence of insufficient warehouse for monthly salesK
," @hat is the influence of lack of facilities in the show room to monthly salesK
1.8 $igni"icance o" t#e $t!%
+f internal, eternal and other factors in line to increase sales it is a cause to generate
immediate *uality transactions" +t will create 'alue and satisfy the customers as well"
)herefore, this research finding will be helpful to both the company and to the customers"
6t present, there are some factors, that cause to reduce the sales, so RocellC 2andarawela
branch can reali9e those factors and by adopting one or more methods, which are gi'en
under the suggestions, the showroom managers can be able to increase the sales and
achie'e #%%- sales target" 5'ery company wishes to see best performance from their
outlets" 6ccumulati'e sales 'olume of outlets directly affect for e'ery companies
sur'i'al" )herefore many companies use outlets to sell their products or build good
relationship with customers" )herefore company should ha'e to pay their special
attention regarding showroom acti'es to impro'e their market sales" )he research
outcome would be 'ery useful in this regard"
)he basic idea is that satisfied customers will be more likely to repurchase, they become
loyal customers, and they lead to increase sales and market share for the firm, so by
gi'ing best ser'ice on time it causes to delight customers"
Ceramic industry is one of the significant industry in Sri Lanka" )herefore, by conducting
this type of research study it enables to identify the ways of impro'ing the sales, through
that the company can increase the re'enue of the ceramic industry, than imported ceramic
tiles" Jinally, it helps to countrys economy, especially a third world country like Sri
Lanka to come to a good position"
1.9 Conce+ta'ization
@ith the support of literature re'iew, pilot sur'ey results and discussions with epert
persons make a concept to the present research study" 8ere internal factors and eternal
factors considered as independent 'ariable as well as sales target achie'ement considered
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as dependent 'ariable"
Jigure #"#H Conceptual Jramework
)he factors, which directly affect for sales can di'ide into especially as internal factors
and eternal factors" +nternal factors that affect businesses come from within the business
itself, regardless of any outside factors like customers and other businesses" 5specially,
marketing mi factors considered"
5ternal factors are not under the control of the company, would be opposite side of
internal factors" )hese eternal en'ironments tend to be uncontrollable by the marketer"
)he eternal factors affecting to sales, such as general economic and industry conditions,
competition, international acti'ities, customer and geographic mi, seasonal trends,
technological changes and product transitions, in'entory managementFsuppliesFraw
materials, risk on financial instruments"
&roduct mi refers to products or ser'ices" )he product or ser'ice offered needs to be
able to meet a specific, eisting market demand or a tangible obBect or an intangible
ser'ice that is massCproduced or manufactured on a large scale with a specific 'olume of
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+nternal factors
&roduct
&rice
&romotion
&lace
5ternal factors
Sales target
achie'ement
units"
)he price is the amount a customer pays for the product" 6 number of factors including
market share, competition, material costs, product identity and the customers percei'ed
'alue of the product determines it"
&romotion is concerned as any 'ehicle you employ for getting people to know more
about your product or ser'ice" 6d'ertising, public relations, pointCofCsale displays, and
wordCofCmouth promotion are all traditional ways for promoting a product"
&lace represents the location where a product can be purchased" +t is often referred to as
the distribution channel" &lace is not eactly a physical store where it is a'ailable &lace is
nothing but how the product takes place or create image in the mind of customers"
1.: ,i(itation& o" t#e $t!%
@hen doing the research study following barriers had faced"
#" Scope of research was limited to in'estigating of the factors of 2andarawela
showroom" )here are (# Rocell branches island wide" 8owe'er, present research was
limited to 2andarawela Rocell branch, because of time period limitation"
." +t was difficult to get confidential information of the company operation because of
company rules and regulations" +t was difficult to get all the information, which the
researcher wanted to conduct the present research"
I" &resent research considers only Rocell" +n this research, it only addresses Rocell &LC"
>e'ertheless in Sri Lankan contet there other companies not only pri'ate ones but also
go'ernment ones although this study considers only Rocell &LC"
(" &resent research was conducted for only ( months7 therefore, time duration was not
enough to carry out a *uantitati'e research" So time constraints affected to the research
and it was one of the maBor barriers of the study"
," 2ecause of time period barriers, it was difficult to search what are the factors that
affect eternally to sales achie'ement" )herefore, in the present research, it was skipped"
)he internal factors do not only effect on the sales target achie'ement" )here are 'arious
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factors that affect eternally too, to the sales target achie'ement, but in the research it
was concerned only on the internal factors"
1.; C#a+ter $((ar%
)his chapter had considered the o'er'iew of the Royal Ceramic Lanka &LC, background
of the present research study, regarding the research problem which is <what are the
internal factors which affect sales achie'ementK(with reference to Royal Ceramic Lanka
&LC, 2andarawela branch)=, obBecti'es of the study, research *uestions which are in line
with the obBecti'es, significance of the study regarding7 company point of 'iew, customer
point of 'iew, economic point of 'iew, conceptuali9ation of the study which is in line to
the o'erall obBecti'es as well as to the research study and limitations of the present
research study"
Second chapter considers the pastCrelated and empirical studies, which are rele'ant to the
scope of research" )his chapter co'ered the literature regarding &roduct mi, &lace mi,
&rice mi and &romotion mi"
)hird chapter presents information of the methodology used for present research" +t
included types of data, data collection methods, population and sample, types of collected
data and indicated that data presentation and analysis methods" )he researcher used
con'enienceCsampling method and there are #%% of sample, which comprised with $I of
customers and %/ of staff members"
Jorth chapter considered especially data presentation, data analysis and finally made a
discussion for the results, which found through this study" 8ere used especially, mean
'alue, Standard de'iation and percentages as analysis tools"
Jifth chapter of the present research describe the conclusion of the research and
recommendations made against to the problems" 8ere researcher made suggestions for
which are highly affect for sales target achie'ements and finally indicated that the way
forward of the present research"
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CHAPTER T*O
,ITERATURE RE<IE*
2.1 Intro!ction
)he chapter is de'oted to re'iew the pastCrelated theoretical and empirical studies which
rele'ant to the scope of the research" 8ere, the researcher aims to discuss the theoretical
and practical scenarios that the prior researchers ha'e published up to now" 2ased on this
chapter co'ers the literature about product mi factors, place mi factors, price mi
factors and promotion mi factors"
2.2 Pro!ct
2.2.1 Pro!ct <ariet%
6ccording to Lrishna and Lumar, (.%%/) re'ealed that establishing empirical relationship
between product 'ariety and the sales of manufacturing firms" &roduct di'ersification
may be achie'ed by de'eloping and etending ones capabilities to build the foundation
of new but related product families" )his helps manufacturing firms to offer a large
'ariety of product to suit indi'idual customer re*uirements" 8ence, a critical element of
product di'ersification is managing the le'el of product 'ariety and the etent of product
de'elopment capabilities, particularity the in house functional capability and the
outsourcing capability"
2.2.2 Pro!ct 7a'it%
)he 2ell 0ournal of 5conomics of <)he R6>A= Corporation, (#$1.) analy9es markets in
which consumers are imperfectly informed about product *uality" 6n important force that
pre'ents deterioration of the *uality supplied by sellers is the formation of firmCspecific
reputations" +t is shown in general that reputations, because they can reward high *uality
production only with a lag, can work only imperfectly" @hen sellers set *uality for the
last time, any selfCfulfilling *uality le'el must lie below the perfect information *uality
le'el" )he same is true of steadyCstate *uality le'els when sellers can 'ary *uality o'er
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time" Jinally, the relationship between consumer information and product *uality is
eplored"
2.2.1 Pro!ct De&ign
4ark, (.%%%) re'ealed that product design is more important than e'er because customers
are demanding greater product 'ariety and are switching more *uickly to products with
stateCofCtheCart technology" )he impacts of greater product 'ariety and shorter product
life cycles ha'e a multiplicati'e effect on the number of new products and deri'ati'e
products that need to be designed" Jor eample, Bust a few years ago, a firm may ha'e
produced four different products and each product may ha'e had a product life cycle of
ten years" +n this case, the firm must design four new products e'ery ten years" )oday, in
order to be competiti'e, this firm may produce eight different products with a life cycle
of only fi'e years7 this firm must introduce eight new products in fi'e years" )hat
represents siteen new products in ten years or one product e'ery se'en and oneChalf
months" +n this fastCpaced en'ironment, product design ceases to be an ad hoc,
intermittent acti'ity and becomes a regular and routine action" Jor an organi9ation,
delays, problems, and confusion in product design shift from being an annoyance to
being life threatening"
2.2.4 Bran! I(age on $a'e&
6taman and ulengin, (.%%I) in'estigate the relationship between the sales 'olume of a
firm and its brand image" Consumers selfCperception and perception of brand image,
with respect to congruency models, ha'e a strong influence on their beha'ior in the
marketplace" )herefore it is epected that the fluctuations (the authors use fluctuation and
'ariation interchangeably) in image attributes will eplain the fluctuations in sales
figures" +n order to test this hypothesis, consecuti'e sur'eys were carried out, on a
monthly basis to collect image data" Jactor analysis was performed on the image
attributes o'er time and three main image factors were attained" )o determine the net
effect of image attributes on sales, multiple regression analysis was performed, using the
time series data, and all threeCimage factors were found to be significant in this
congruency"
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2.2.6 Pro!ction Ti(e
Aisney, >aim, and )owill, noted that the Law of +ndustrial Aynamics ensures that if a
production control system can amplify then it will surely find a way of doing so despite
the best efforts of production schedulers to take correcti'e action" +n fact, practical
studies show that such human inter'ention fre*uently aggra'ates the situation with both
stock le'els and order rates fluctuating alarmingly" )he solution is to design an effecti'e
system 'ia simulation" )his re*uires the selection of the appropriate control system
structure, agreement on the test cases to be used to mimic the operating en'ironment, and
finally setting the system parameters to achie'e best performance for this scenario"
Aemonstrates a system, which has three controllers utili9ing sales, in'entory and work in
progress (@+&) data to set production order rates" )he resulting decision support system
(ASS) is a generic tool that can be used by production schedulers with confidence in the
knowledge that the Law of +ndustrial Aynamics effects may be minimi9ed" Simulation
eperiments can determine the best a'ailable tradeCoff in any particular situation such as
achie'ing the lean logistics aim of minimum reasonable in'entory (4R+) while retaining
high customer ser'ice le'els (CSL)" )he eperimental facility a'ailable within the
simulation model includes pro'ision for assessing the impact of 'ariable production lead
times and information delays on system performance" +t describes a specific application
of the ASS and the specific impro'ements in a companys performance" &laces the ASS
in the contet of a caseCbased reasoning en'ironment in which a knowledge base of
system structures and their dynamic properties is achie'ed"
2.1 Price
2.1.1 Di&cont
2ruce and 6bhiBit,

(.%%.) mentioned that the current research eamines two indi'idual
difference 'ariables (price consciousness and sale proneness) along with discount le'el
and their relationship with consumers' outcome e'aluations of offer 'alue, search
intention and purchase intention" Results suggest that consumers' le'el of sale proneness
influences their e'aluation of all threeCoutcome 'ariables, while price consciousness
influences only search intention" 6dditionally, significant interaction effects were found
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between discount le'el and price consciousness and between price consciousness and sale
proneness"
2.4 Pro(otion
2.4.1 $a'e& Pro(otion
0ournal of 4arketing Research, 6merican 4arketing 6ssociation, (#$11) the
effecti'eness of a sales promotion can be eamined by decomposing the sales EbumpE
during the promotion period into sales increase due to brand switching, purchase time
acceleration, and stockpiling" )he author proposes a method for such a decomposition
whereby brand sales are considered the result of consumer decisions about when, what,
and how much to buy" )he impact of marketing 'ariables on these three consumer
decisions is captured by an 5rlangC. inter purchase time model, a multinomial logit
model of brand choice, and a cumulati'e logit model of purchase *uantity" )he models
are estimated with +R+ scanner panel data for regular ground coffee" )he results indicate
that more than 1(- of the sales increase due to promotion comes from brand switching (a
'ery small part of which may be switching between different si9es of the same brand)"
&urchase acceleration in time accounts for less than #(- of the sales increase, whereas
stockpiling due to promotion is a negligible phenomenon accounting for less than .- of
the sales increase"
2.4.2 P2'ic Re'ation&
Study conducted by Lise and Christian, (.%%/) fi'e out of #$ countries *uestioned for its
biannual public relations industry sur'ey, cite better recognition of the 'alue of public
relations as one of the main factors that can potentially affect a companys sales growth"
)his finding is consistent with pre'ious studies conducted by the M;64 &ublic
Relations Chair showing that in comparison to other, more traditional forms of
marketing, public relations is etremely effecti'e" )he &ublic Relations Chair has in fact
de'eloped se'eral tools to measure the effecti'eness of public relations, such as its
management chart and its media analysis software, which can be used to monitor sales
trends resulting from public communication strategies"
2.4.1 $a'e& =orce
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Roman, Sergin and Sal'ador (.%%,) re'ealed that the role of ethical sales person
beha'iour as percei'ed by the customer in de'eloping a better *uality of relationship
between the salesperson and the customer" )he results showes that perce'ied etical sales
beha'iour playing a maBor role in affecting the *uality of the buyerCseller relationship and
organi9ation sales as it has positi'e effect on the customer satisfaction, trust and
commitement to the salesperson"
2.6 P'ace
2.6.1 Di&tri2tion C#anne'&
3burai and 2aker, (.%%.) this study is an attempt to understand and eplain the sales and
distribution channel structure in thirteen different industries in +ndia" )he in'estigation
adopted a mi of case research and grounded theoretic research methodologies in
eploring the subBect under scrutiny" )he study offer a classification scheme for grouping
marketing channels into homogenous clusters based on similarityFdissimilarity using
multi'ariate multidimensional mapping techni*ues" )his scheme offers to eplain the
'ariety found in structures and suggests alternati'e channel possibilities" Such a scheme
can be used in formulating marketing strategies and in deciding upon operational issues
as well while the main setting of the reported findings is +ndian, the findings may pro'e
to be useful beyond the national setting" Msual disclaimers associated with *ualitati'e
research methodology (Dummesson,#$$1) apply in this case concerning the general
ability and 'alidity of the findings"
2.6.2 ,ocation
Auan and 4ela, (.%%!) noted that the problem of outlet sales and location in the contet
of unobser'ed spatial demand" )heir analysis constitutes a scenario wherein capacityC
constrained firms set sales conditioned on their location, demand and costs" )his enables
firms to de'elop maps of latent demand patterns across the market in which they
compete" )he analysis further suggests locations for additional outlets and resulting
e*uilibrium effect on profits and sales"
2.8 ,ack o" Re&orce&
Rane,(#$$1) re'ealed that another factor which affects the o'erall 'alue of a business
with regard to the sale thereof has a lot to do with the lack of resources that many
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business owners eperience" Mnlike their corporate counterparts, smaller business owners
do not ha'e attorneys, accountants and financial ad'isors at their disposal who can aid
them in the sale of their business" Aue to the lack of these professionals, business owners
tend to take longer selling their business and finding the best buyers, which will affect the
o'erall 'alue of the business"
CHAPTER THREE
0ETHEDO,O>.
1.1 Intro!ction
)his chapter contains with information of the methodology used for present research" +t
includes the types of data, data collection method, population and sample, types of
collected data and finally it had indicated that the data presentation and analysis method
that was used in the research study"
1.2 T%+e& o" !ata
)his study re*uired a combination of primary and secondary data, to achie'e the
obBecti'es of this study"
1.2.1 Pri(ar% !ata
&rimary data were collected mainly by the distributing the *uestionnaire through the
customers and inter'iewing customers and internal staff members of the branch" 6s well
as obser'ing customer reactions when problems aroused and when customer complaints
aroused" Mnstructured inter'iews were conducted for the preliminary in'estigation of the
research problem identification" Aata were directly collected from the respondents at the
Show Room"
1.2.2 $econ!ar% !ata
)he research re*uired the data generated from the pastCrelated theoretical and empirical
studies that were rele'ant to the scope of the research, pre'ious research papers, articles,
maga9ines, research proposals and other internet sources, which were related industry
data, and past sales records"
1.1 Data Co''ection 0et#o!
Jollowing three systematic methods of data collecting were used to collect data in this
16
research" )hey were the *uestionnaire, unstructured inter'iews and obser'ations"

1.1.1 Po+'ation
)he aim of the research is to identify internal factors, which affect sales achie'ement
Rocell 2andarawela branch" )he showroom staff members were eamined and
consumers were eamined to in'estigate the issue" Jrom the branch, branch manager,
sales persons, storekeeper and minor staff members, were selected as the population
because they were more knowledgeable regarding the issue" )he obBecti'e of this branch
research was to gather important information regarding internal factors which affect to
sales target achie'ements" Jor the customer sur'ey consider people who come to the
Rocell 2andarawela show room since %#"%!".%#% to I%"%!".%#%"
1.1.2 $a(+'e
+t was not an easy task to measure eactly customer population" So present study was
used con'enience sampling method" )he sample comprised of #%%, as $I from customers
and %/ from staff members"
1.1.1 Re&earc# In&tr(ent&
1.1.1.1 7e&tionnaire&
;uestionnaires were the main research instrument used to collect primary data related to
the dependent 'ariables of the selected customers who 'isited the branch and staff
members in the branch" Customer *uestionnaire contain of si maBor parts such as 6, 2,
C, A, 5 and J" Staff members *uestionnaire contains fi'e maBor parts as 6,2 and C" 5'en
though there were number of factors proposed, the researcher selected four factors after
unstructured inter'iew, literature sur'ey and the obser'ations to de'elop the
*uestionnaire"
C&to(er& $rve% 7e&tionnaire
Part A o" t#e ?e&tionnaire@
&art ?6 of the *uestionnaire related to the demographic information of the respondents
and two *uestions were asked from respondents"
Part B o" t#e ?e&tionnaire@
17
&art ?2 of the *uestionnaire co'ers the information related to the product mi factors and
twel'e *uestions were asked in this section"
Part C o" t#e ?e&tionnaire@
&art ?C of the *uestionnaire co'ers the information related to the price mi and four
*uestions were asked from respondents"

Part D o" t#e ?e&tionnaire@
&art ?A of the *uestionnaire includes the *uestions related to the promotion mi
dimension se'en *uestions were asked to gather information"
Part E o" t#e ?e&tionnaire@
&art ?5 *uestionnaire includes the place mi factors and nine *uestions were asked from
respondents"
Part = o" t#e ?e&tionnaire@
&art ?J of the *uestionnaire includes the general information and ten *uestions were
asked to gather information"
$ta"" $rve% 7e&tionnaire
Part A o" t#e ?e&tionnaire@
&art ?6 of the *uestionnaire related to the product mi factors of the respondents and
fourteen *uestions were asked from respondents"
Part B o" t#e ?e&tionnaire@
&art ?2 of the *uestionnaire co'ers the information related to the price mi factors and
four *uestions were asked in this section"
Part C o" t#e ?e&tionnaire@ &art ?C of the *uestionnaire co'ers the information related
to the place mi and fourteen *uestions were asked from respondents"
Part D o" t#e ?e&tionnaire@
&art ?A of the *uestionnaire includes the *uestions related to the general information and
three *uestions were asked to gather information"
18
6ccording to likert (point of scale) main four dimensions *uestions were prepared"
>umber ?# denoted that <Strongly disagree=, number ?. denoted that <Aisagree=,
number ?I denoted that <>either agree nor disagree=, number ?( denoted that <6gree=
and number ?, denoted that <Strongly agree=" 8ere midCpoint was considered as point
I"%"
1.1.1.2 Un&trctre! interview&
Mnstructured inter'iews with both customers and staff members were conducted prior to
the data collection" )hose unstructured inter'iews were used to collect necessary
information regarding the *uality of Rocell products, regarding customer ser'ice,
deli'ering orders, showroom image and those collected data were used to prepare the
final *uestionnaire"
1.1.1.1 O2&ervation&
6s a trainee of Royal Ceramic Lanka &LC, 2andarawela branch, the researcher was able
to carry out a number of obser'ations prior to prepare the *uestionnaires as well as the
customer feedback and ser'ice of other staff members"
1.4 Data Pre&entation an! Ana'%&i& 0et#o!
)he researcher used se'eral methods to present and analy9e the collected data to achie'e
the research obBecti'es set at the beginning of the research"
1.4.1 Data Pre&entation 0et#o!&
Jre*uency tables
2ar charts
&ie charts
1.4.2 Data Ana'%&i& 0et#o!&
Jor the statically analysis was used mean 'alue, standard de'iation and
19
percentages"
2y using S&SS statics was analy9ed"
CHAPTER =OUR
DATA PRE$ENTATION, ANA,.$I$ AND DI$CU$$ION
4.1 Intro!ction
Chapter four consist of especially data presentation, data analysis collected from the
customer sur'ey and show rooms staff sur'ey and data collected from unstructured
inter'iews and obser'ations" )he *uestionnaires were made for especially this research,
tried to achie'e present research obBecti'es by using it, and finally made a discussion for
the results that were found in this study"
4.2 $a(+'e +ro"i'e
6ccording to methodology chapter, the sample is included $I customers who 'isited
2andarawela Rocell branch in last few months and / members who were working at
2andarawela Rocell branch"
4.1 Data Pre&entation
4.1.1 Age !i&tri2tion o" t#e &a(+'e
Customers age composition is important to take the action, because it directly affects
customers buying decisions" Si age classes were concerned in the research such as age
.%CI%, age I#C(%, age (#C,%, age ,#C!%, age !#C/% and /#C1%" age range begins with .%
because Rocell sell industrial products" Customers below .% years are not buying
industrial products"
20
Age
C'a&&e&
=re?enc% Percentage
)A-
.%CI% .$ I#".
I#C(%
#! #/".
(#C,%
.I .("/
,#C!%
#. #."$
!#C/%
#% #%"1
/#C1%
I I".
)otal
$I #%%"%
)able ("#H 6ges of the Customers Jigure ("#H 6ges of the Customers
SourceH Sur'ey data, .%#% SourceH Sur'ey data, .%#%
Jrom the customer sur'ey, it was found that
age class .%CI% is the highest I#".- ()able
("# and Jigure ("#) and age class (#C,% took
the second rank" 6ge limit I#C(%, ,#C!% and
!#C/% took the third, fourth and fifth ranks
respecti'ely" 6ge limit /#C1% is the lowest,
which is I".-"
4.1.2 C'a&&i"ication o" C&to(er&B Natre
)able (".H >ature of the Customer Jigure (".H >ature of the Customer
SourceH Sur'ey data, .%#% SourceH Sur'ey data, .%#%
6ccording to table (". and figure ("., it shows that !(",- of the sample is house owners,
it is the highest category among these four categories" Second rank customer category is
the tile layer it took #."$- of the sample" )hird and the lowest rank customer categories
are contractor and architecture respecti'ely"
4.1.1 In"or(ation Re'ating to t#e Pro!ct 0iC
4.1.1.1 0ain Rea&on "or 2eing a C&to(er o" t#e Roce''
)able ("I 4ain reason
("IH 4ain reason
SourceH Sur'ey data, .%#%
SourceH Sur'ey data, .%#%
21
C&to(er
categor%
=re?enc% Percentage
)A-
8ouse 3wner !% !(",
)ile Layer #( #,"#
Contractor #. #."$
6rchitecture / /",
)otal $I #%%"%
6ccording to table ("I and figure ("I, it
shows that *uality is the primary reason to
buy Rocell products and it took the highest
'alue of the sample, it is ,1"#-" Second,
third and the lowest rank reasons are
product 'ariability, customer ser'ice and
others respecti'ely"
4.1.1.2 C&to(er& can 2% t#e Roce'' +ro!ct& at t#e &a(e ti(e o" &e'ection.
)able ("(H Customers can buy the Rocell products at the same time of
selection
SourceH Sur'ey data, .%#%
6ccording to customer sur'ey 1#"/- of sample who unable to buy Rocell products at the
same time with reference to table ("(" 6mong the sample #1"I- able to buy Rocell
products at the same time"
4.1.1.1 How 'ong c&to(er& wait to 2% t#at &e'ecte! Roce'' +ro!ct&
)able (", 8ow long customers wait ("(H 8ow long customers wait
SourceH Sur'ey data, .%#% SourceH Sur'ey data, .%#%
22
0ain
rea&on
=re?enc% Percentage
)A-
&rice % %
&roduct
:ariability
I% I."I
;uality ,( ,1"#
Customer
Ser'ice
1 1"!
3thers # #"#
)otal $I #%%"%
Avai'a2i'it% =re?enc% Percentage )A-
Nes #/ #1"I
>o
/! 1#"/
)otal $I #%%"%
Avai'a2i'it% =re?enc% Percentage
)A-
Jew days .! I(".
3ne week #! .#"#
)wo weeks #/ .."(
3ne month #. #,"1
4ore than
one month
, !"!
)otal /!
#%%"%
6ccording to customer sur'ey I(".- is the highest, it is ?few days category as shown in
the table (", and figure ("(" Second, third and fourth rank categories are two week, one
week and one month respecti'ely" 4ore than oneCmonth category took !"!- of sample"
4.1.1.4 C&to(er& can 2% a'' &ize& o" ti'e& "ro( Roce'' Ban!arawe'a $#ow Roo(
)able ("! and ("/ tell about both perspecti'es that customers and staff members,
regarding si9es already eist in the 2andarawela show room" 2oth parties mentioned that
#%%- >o answer for all si9es a'ailability"
4.1.1.6 *#at are t#e $ize& not avai'a2'e i" t#e an&wer i& DNotE
)able ("1H Customer sur'ey results )able ("$H Staff sur'ey results
SourceH Sur'ey data, .%#% SourceH Sur'ey data, .%#%
)able ("/ and ("1 tell about both perspecti'es that customers and staff members, they said
that #.O1 si9e is not a'ailable in the 2andarawela Rocell Show Room"
4.1.1.8 C&to(er& can 2% ever% !e&ign o" ti'e& "ro( Ban!arawe'a Roce'' $R
)able ("#%H Customer sur'ey results )able ("##H Staff sur'ey results
SourceH Sur'ey data, .%#% SourceH Sur'ey data, .%#%
23
$ize&
avai'a2i'it%
=re?enc% Percentage
)A-
Nes %% %%
>o $I #%%
)otal $I #%%"%
$ize&
avai'a2i'it%
=re?enc% Percentage
)A-
Nes %% %%
>o %/ #%%
)otal %/ #%%"%
$ize&
navai'a2i'it%
=re?enc% Percentage
)A-
#.O1 $I #%%
)otal $I #%%"%
$ize&
avai'a2i'it%
=re?enc% Percentage
)A-
#.O1 %/ #%%
)otal %/ #%%"%
)able ("!H Customer sur'ey results )able ("/H Staff sur'ey results
SourceH Sur'ey data, .%#% SourceH Sur'ey data, .%#%
)able ("#% and ("## tell about both perspecti'es that customers and staff members,
regarding designs already eist in the 2andarawela show room" 2oth parties mentioned
that #%%- >o answer for all designs were a'ailable"
4.1.1.9 *#at are t#e !e&ign& not avai'a2'e i" t#e an&wer i& DNotE
)able ("#. and ("#I tell about both perspecti'es that customers and staff members, /.-
of customer sample and 1,"/- of staff sample said that Jlower designs were not
a'ailable in the 2andarawela Rocell Show Room as well as .1- of customer sample and
#("I- staff sample said that 2oarder designs are not a'ailable in the Show Room"
4.1.1.: T#ere i& &""icient &++'% "or Roce'' +ro!ct&, w#ic# are (a!e at
E#e'i%ago!a, Horana an! Ho(aga(a
24
De&ign&
avai'a2i'it%
=re?enc% Percentage
)A-
Nes %% %%
>o $I #%%
)otal $I #%%"%
De&ign&
avai'a2i'it%
=re?enc% Percentage
)A-
Nes %% %%
>o %/ #%%
)otal %/ #%%"%
De&ign&
navai'a2i'it%
=re?enc% Percentage
)A-
Jlower
designs
.! .1"%
2oarder
designs
!/ /."%
)otal $I #%%"%
De&ign&
navai'a2i'it%
=re?enc% Percentage
)A-
Jlower
designs
# #("I
2oarder
designs
! 1,"/
)otal / #%%"%
De(an! a&
+er &++'%
=re?enc% Percentage )A-
Nes %% %%
>o %/ #%%
)otal %/ #%%"%
)able ("#.H Customer sur'ey results )able ("#IH Staff sur'ey results
SourceHSur'ey data, .%#% SourceH Sur'ey data, .%#%
)able ("#(H Staff sur'ey results
SourceH Sur'ey data, .%#%
6ccording to staff sur'ey #%%- of sample said that there was not sufficient supply for
Rocell products which are made at factories with reference to table ("#("
4.1.4 In"or(ation re'ating to t#e Price 0iC
4.1.4.1 In?ir% a2ot !i&cont& w#en 2%ing Roce'' +ro!ct&
)able ("#,H +n*uiry about discounts when buying Rocell products
SourceH Sur'ey data, .%#%
6ccording to customer sur'ey #%%- of sample said that they are liable to recei'ed a
discount with reference to table ("#,"
4.1.6 In"or(ation re'ating to t#e Pro(otion 0iC
4.1.6.1 T#e $orce o" knowing a2ot Roce''
)able ("#! Source of knowing about Rocell (",H Source of knowing about Rocell
SourceH Sur'ey data, .%#% SourceH Sur'ey data, .%#%

25
Di&cont =re?enc% Percentage )A-
Nes $I #%%
>o %% %%
)otal $I #%%"%
$orce =re?enc% Percentage
)A-
2y 6d'ertisement I1 (%"$
2y Colleagues II I,",
2y Sales
Representati'es
#! #/".
3thers ! !",
)otal $I #%%"%
)he table ("#! and figure (", tells about the source of knowing about the Rocell
according to customer sur'ey" )he highest one is (%"$- of customer sample said it was
by ad'ertising" Second rank took by colleagues7 it was I,",- of customer sample" 2y
sales representati'es and other sources took third and fourth places where fre*uencies
were #/".- and !",- respecti'ely"
4.1.8 In"or(ation re'ating to t#e P'ace 0iC
4.1.8.1 In?ir% o" c&to(er an! &ta"" view& a2ot (o!erate 'ook o" t#e $#ow Roo(
)able ("#/H Customer sur'ey results )able ("#1H Staff sur'ey results
SourceH Sur'ey data, .%#% SourceH Sur'ey data, .%#%

)able ("#/ and ("#1 tell about both perspecti'es that customers and staff members, #%%-
of customer and staff sample said that the 2andarawela Show Room was not moderate
like other Rocell Show Rooms island wide"
4.1.8.2 FI" notB it i& #ar! to get an i!ea a2ot Ti'e 'a%ing an! a++'%ing o" Bat# ware&.
)able ("#$H Customer sur'ey results )able (".%H Staff sur'ey results
SourceH Sur'ey data, .%#% SourceH Sur'ey data, .%#%
)able ("#$ and (".% present about both 'iews that customers and staff members, #%%- of
sample said that it was not easy to get an idia about tile laying"
4.1.9 >enera' In"or(ation
4.1.9.1 In?ir% o" &tock i&&ing (ove(ent&.
)able (".#H +n*uiry of stock issuing *uickly
26
0o!erate
'ook
=re?enc% Percentage
)A-
Nes %% %%
>o $I #%%
)otal $I #%%"%
0o!erate
'ook
=re?enc% Percentage
)A-
Nes %% %%
>o %/ #%%
)otal %/ #%%"%
I" Not =re?enc% Percentage
)A-
5asy %% %%
>ot easy $I #%%
)otal $I #%%"%
I" Not =re?enc% Percentage
)A-
5asy %% %%
>ot easy %/ #%%
)otal %/ #%%"%
SourceH Sur'ey data, .%#%

6ccording to customer sur'ey, /!"I- of sample tells that they were not *uick when
issuing stocks" 8owe'er, .I"/- of sample said that 2andarawela Rocell Show Room
issues stocks *uickly, it shows table (".#"
4.1.9.2 In?ir% a2ot t#e 'a2or& in Roce'' Ban!arawe'a $#ow Roo(
)able ("..H Customer sur'ey results )able (".IH Staff sur'ey results
SourceH Sur'ey data, .%#% SourceH Sur'ey data, .%#%
Relating to customer sur'ey table (".. P (".I present the highest 'alue is ?>o, it is
/1",- of sample" .#",- of sample tell that ?Nes" 6ccording to staff, sur'ey #%%- of
sample tells ?>o"
4.1.9.1 In?ir% regar!ing va'a2'e ti(e wa&te o" c&to(er&
)able (".(H Customer sur'ey results )able (".,H Staff sur'ey results
SourceH Sur'ey data, .%#% SourceH Sur'ey data, .%#%
27
$tock i&&e =re?enc% Percentage )A-
Nes
.. .I"/
>o
/# /!"I
)otal
$I #%%"%
,a2or& =re?enc% Percentage
)A-
Nes .% .#",
>o /I /1",
)otal $I #%%"%
,a2or& =re?enc% Percentage
)A-
Nes %% %%
>o %/ #%%
)otal $I #%%"%

)able (".( and ("., are presented the in*uiry regarding 'aluable time waste of
customers" 6ccording to customer sur'ey /$"!- of sample said that it is cause to time
waste" +t shows .%"(- of sample said it is not cause to time waste"
4.4 Univariate Ana'%&i&
)his part of the present research was indicated the mean and standard de'iation of each
dimension of the study" )his Mni'ariate analysis is 'ery important to identify relationship
between dependent and independent 'ariables"
)able (".!H Jactors affect when buying )iles according to Customer sur'ey (6ppendices
:)
SourceH Sur'ey data, .%#%
;uestion +tem
4ean Std" Ae'iation
6"# &rice of the tiles
("/( %"(1/
6". ;uality of the )iles
("/% %"(!#
6"I
Aesigns of the )iles ("/, %"(,1
6"(
2rand name of the )iles I"1( %"/./
>ran! 0ean 4.61 G.2:4
Jactors affecting when buying tiles was measured by using four factors such as price of
the tiles, *uality of the tiles, designs of the tiles and brand of the tiles" 6ccording to
customer sur'ey results, the factors were considered using means 'alue and their standard
de'iations" 6ll these four factors, mean scores abo'e midCpoint I"% ()able (".!)" )hese
mean 'alues tell that, all these *uestion items highly affect when buying tiles, as well as
o'erall mean 'alue also pro'e that" 8ere standard de'iation also statically significant, it
mean there is no big 'ariation among customer point of 'iew regarding abo'e factors"
4.4.1 Pro!ct 0iC In!icator&
4.4.1.1 Pro!ct (iC in!icator& accor!ing to C&to(er &rve%
)able ("./H &roduct mi indicators according to customer sur'ey (6ppendices :+)
28
Ti(e
wa&te
=re?enc% Percentage
)A-
5ffect /( /$"!
Ao not
effect
#$ .%"(
)otal $I #%%"%
Ti(e
wa&te
=re?enc% Percentage )A-
5ffect %/ #%%
Ao not
effect
%% %%
)otal %/ #%%"%
SourceH Sur'ey data, .%#%
;uestion +tem
4ean Std"
Ae'iation
2"# ;uality and durability of Rocell products
(".% %"(/$
2". Aesigns and colors of Rocell products
I"/! %"/(I
2"I
:arity of Rocell products I"$$ %",%%
2"(
&ositioning Rocell brand name I"!/ %"!1#
2", 6'ailability of items at 2andarawela Show Room
."!$ #"%(.
>ran! 0ean 1.88 G.11;
6s shown in the table ("./, *uality and durability of Rocell products is only one *uestion
item, its mean 'alue abo'e point ("% and *uestion items which were designs and colors
of Rocell products , :arity of Rocell products and &ositioning Rocell brand name ga'e
mean 'alues abo'e midCpoint I"%" 2ut, *uestion item a'ailability of items at 2andarawela
Show Room ga'e mean 'alue below midCpoint I"%" 5cept 2", mean 'alue, other
*uestion items mean 'alues mo'e to the positi'e side of the product mi" Standard
de'iation of *uestion items are in between %"(/ and #"%(" )his implies that there is no big
'ariation among customers 'iew about product mi indicators" Jurther, the o'erall mean
'alue of this senario is I"!! and standard de'iation is %"I#$"
4.4.1.2 Pro!ct (iC in!icator& accor!ing to $ta"" &rve%
)able (".1H &roduct mi indicators according to Staff sur'ey (6ppendices :++)
SourceH Sur'ey data, .%#%
;uestion +tem
4ean Std"
Ae'iation
29
6"# ;uality and durability of Rocell products
("1! %"I/1
6". Aesigns and colors of Rocell products
("%% #"%%%
6"I
:arity of Rocell products (".$ %"/,!
6"(
6'ailability of items at 2andarawela Show Room ."%% #"%%%
6", 6llocation of Rocell products from central
warehouses
.".$ %"(11
6"! Customer re*uirements
(".$ %"(11
6"/ Jactories produce products *uickly
."(I %"/1/
6"1 >o competition with dealers to reser'e Rocell
products
#"/# %"(11
6"$ Changing production plans was not affect for
customer satisfaction
#",/ %",I,
>ran! 0ean 1.G6 G.18:
)able (".1 gi'es mean and standard de'iation of staff sur'eys regarding prodcuct mi
indicators" ;uestion items which were *uality P durability of Rocell products, designs P
colors of Rocell products, 'erity of Rocell products and customer re*uirements abo'e
point ("%" 2ut *uestion item a'ailability of items at 2andarawela Show Room, allocation
of Rocell products from central warehouses, regarding production process time
consuming, Competition with dealers to reser'e Rocell products and changing
production plans how to effect for customer satisfaction gi'e mean 'alue below midC
point I"%" Standard de'iation of *uestion items are in between %"I/ and #"%%" Jurther, the
o'erall mean 'alue of this senario is I"%( and standard de'iation is %"#!1"
4.4.2 Price 0iC In!icator&
4.4.2.1 Price (iC in!icator& accor!ing to C&to(er& &rve%
)able (".$H &rice mi indicators according to Customer sur'ey (6ppendices :+++)
SourceH Sur'ey data, .%#%
30
;uestion +tem
4ean Std"
Ae'iation
C"# +n*uiry of Rocell products prices
#"$, %",$!
C". +nfluence of buy Rocell products in 6pril and
Aecember months due to high discounts rates
I"/# %"/I#
C"I
:alue fitted to the price (".! %",I%
>ran! 0ean 1.1G G.1:G
6s indicated in the table (".$, 'alue pitted to the price is only one *uestion item, its
mean 'alue abo'e point ("% and *uestion item, influence of buy Rocell products in 6pril
P Aecember months due to high discounts rates gi'es mean 'alue abo'e midCpoint I"%"
2ut, *uestion item, in*uiry of Rocell products prices ga'e mean 'alue below midCpoint
I"%" 5cept C"# mean 'alue, other *uestion items mean 'alues force to be in the positi'e
side of the price mi" Standard de'iation of *uestion items were in between %",I and
%"/I" )his implies that there was no big 'ariation among customer 'iew about price mi
indicators" Jurther, the o'erall mean 'alue of this indicators are I"I% and standard
de'iation is %"I1%"
4.4.2.1 Price (iC in!icator& accor!ing to $ta"" &rve%
)able ("I%H &rice mi indicators according to Staff sur'ey (6ppendices +Q)
SourceH Sur'ey data, .%#%
;uestion +tem
4ean Std"
Ae'iation
2"# +n*uiry of Rocell products prices
."#( %"$%%
2". 8igh prices not cause to reduce sales 'olume
#"1! #".#,
2"I +nfluence of buy Rocell products in 6pril and
Aecember months due to high discounts rates
("(I %",I,
2"( )end for law *uality products because of high
prices of Rocell products
I"1! %"$%%
>ran! 0ean 1.G9 G.692
6s shown in the table ("I%, influence of buy Rocell products in 6pril P Aecember
months due to high discounts rates was only one *uestion item, its mean 'alue was
abo'e point ("% and *uestion item, tend for law *uality products because of high prices of
Rocell products ga'e mean 'alue abo'e midCpoint I"%" 2ut, *uestion items, in*uiry of
Rocell products prices and high prices not cause to reduce sales 'olume ga'e mean 'alue
below midCpoint I"%" 5cept 2"# and 2". mean 'alues, other *uestion items mean 'alues
31
mo'ed to the positi'e side of the price mi" Standrad de'iation of *uestion items were in
between %",I and #".#" Jurther, the o'erall mean 'alue of this indicators were I"%/ and
standard de'iation is %",/."
4.4.1 Pro(otion 0iC In!icator& accor!ing to C&to(er& &rve%
)able ("I#H &romotion mi indicators according to Customer sur'ey (6ppendices Q)
SourceH Sur'ey data, .%#%
;uestion +tem
4ean Std"
Ae'iation
A"# +n*uiry of customer ser'ice
("I# %"!%1
A". +n*uiry of amount of sales persons
I"(I %"/.1
A"I +n*uiry of sales persons knowledge of Rocell
products
("I# %",#%
A"( +n*uiry of Rocell ad'ertisements
I"1! %"!#1
A", +n*uiry of Show Rooms >ame board
I"., %"1%I
A"! 6ttracti'eness of >ame board
."1( %"1,#
>ran! 0ean 1.89 G.19:
6s presented in the table ("I#, in*uiry of customer ser'ice and in*uiry of amount of sales
persons knowledge mean 'alues were abo'e point ("% and *uestion items, in*uiry of
amount of sales persons, in*uiry of Rocell ad'ertisements and in*uiry of Show Rooms
>ame board ga'e mean 'alue abo'e midCpoint I"%" 2ut, *uestion item attracti'eness of
>ame board ga'e mean 'alues below midCpoint I"%" 5cept A"! mean 'alue, other
*uestion items mean 'alues mo'ed to the positi'e side of the promotion mi" Standard
de'iation of *uestion items were in between %"!% and %"1," )his implies that there was no
big 'ariation among customer 'iew about promotion mi indicators" Jurther, the o'erall
mean 'alue of this indicators were I"!! and standard de'iation is %"I/1"
4.4.4 P'ace 0iC In!icator&
4.4.4.1 P'ace (iC in!icator& accor!ing to C&to(er& &rve%
)able ("I.H &lace mi indicators according to Customer sur'ey (6ppendices Q+)
SourceH Sur'ey data, .%#%
32
;uestion +tem
4ean Std"
Ae'iation
5"# +n*uiry of systems
."!/ %"/#.
5". +n*uiry regarding systems ability to check
in'entory
."!1 %"1.I
5"I +n*uiry regarding accuracy of systems
(".$ %"!%%
5"( +n*uiry of layout of 2andarawela Rocell
."1. %"//$
5", +n*uiry of attracti'eness of placing Rocell
products in 2andarawela Show Room
."1! %"//(
5"! +n*uiry of 'ehicle park ability
.".! %"1II
5"/ +n*uiry of accessibility to the 2andarawela Show
Room
."(I %"/1!
>ran! 0ean 2.:8 G.4:9
)able ("I. gi'es mean and standard de'iation regarding place mi indicators" +n*uiry
regarding accuracy of systems, mean 'alue is only one *uestion item abo'e point ("%" 2ut
among se'en indicators si indicators are below to the midCpoint I"%" 5cept 5"I mean
'alue, other *uestion items mean 'alues force to the negati'e side of the place mi"
Standard de'iation of *uestion items are in between %"!% and %"1I" Jurther, the o'erall
mean 'alue of this indicators are ."1, and standard de'iation is %"(1/"
4.4.4.2 P'ace (iC in!icator& accor!ing to $ta"" &rve%
)able ("IIH &lace mi indicators according to Staff sur'ey (6ppendices Q++)
SourceH Sur'ey data, .%#%
33
;uestion +tem 4ean Std"
Ae'iation
C"# +n*uiry of warehouse capacity
#"1! %"I/1
C". +f ha'ent sufficient warehouse, how it affect for
keep good stock
#"(I %",I,
C"I
+f ha'ent sufficient warehouse, how it affect for
customers
#"/# %"(11
C"(
+f ha'ent facilities in 2andarawela Show Room,
how it affect to gi'e best customer ser'ice
#"1! %"I/1
C", +n*uiry of show Room capacity
#"1! %"!$%
C"! +n*uiry regarding warehouse location
#",/ %"/1/
C"/ +n*uiry of systems
#"1! %"I/1
C"1 +n*uiry regarding systems ability to check
in'entory
I".$ %"$,#
C"$ +n*uiry regarding accuracy of systems
("(I %",I,
C"#% +n*uiry of 'ehicle park ability
#"/# %"(11
C"## +n*uiry of accessibility to the 2andarawela Show
Room
.",/ %"$/!
C"#. 2ecause of faraway from central warehouses, how
it affect for recei'ing stocks
#"/# %"(11
>ran! 0ean 2.16 G.1:1
6s show in the table ("II, an in*uiry regarding accuracy of systems mean 'alue is abo'e
point ("% and *uestion item in*uiry regarding systems ability to check in'entory ga'e
mean 'alue abo'e midCpoint I"%" 2ut, *uestion items, in*uiry of warehouse capacity, if
ha'ent sufficient warehouse, how it affect for keep good stock, if ha'ent sufficient
warehouse, how it affect for customers, if ha'ent facilities in 2andarawela Show Room,
how it affect to gi'e best customer ser'ice, in*uiry of show Room capacity, in*uiry
regarding warehouse location, in*uiry of systems, in*uiry of 'ehicle park ability, in*uiry
of accessibility to the 2andarawela Show Room and because of faraway from central
warehouses, how it affect for recei'ing stocks ga'e mean 'alues below midCpoint I"%"
5cept C"$ and C" 1 mean 'alues" other *uestion items mean 'alues mo'ed to the
negati'e side of the place mi" Standard de'iation of *uestion items were in between %"I/
and %"$/" Jurther, the o'erall mean 'alue of this indicators are ."#, and standard
de'iation is %"#1I"
4.4.6 In?ir% o" ten!enc% "or co(e 2ack to Ban!arawe'a Roce''
34
)able ("I(H +n*uiry of tendency for come back to 2andarawela Rocell according to
Customer sur'ey
SourceH Sur'ey data, .%#%
;uestion +tem
4ean Std"
Ae'iation
J"# +n*uiry of tendency for come back to 2andarawela
Rocell
I"1( %",I1
>ran! 0ean 1.:4 G.61:
6s gi'es data in the table ("I(, in*uiry of tendency for come back to 2andarawela Show
Room gi'es mean 'alue abo'e midCpoint I"%" +t says that mean 'alue force to the positi'e
side of the come back to 2andarawela Rocell Show Room" Standard de'iation of
*uestion item is %",I1, so there is no big 'ariation customer 'iew point of this senario"
4.6 Di&c&ion
4.6.1 C&to(er&B view a2ot t#e +ro!ct, &#ow roo(, +rice an! +ro(otion
6ccording to table (".!, it is mentioned indicators of product mi dimension, with
reference to customers 'iew of product factor, which, grand mean is I"!!, is higher than
the midCpoint7 it says that, customers 'iew of product dimension was not highly affect
for low sales of 2andarawela Show Rooms last few months" 8owe'er, when considering
a'ailability of items at 2andarawela Rocell Show Room, the mean 'alue is ."!$, it is less
than the midCpoint and according to its standard de'iation7 it took higher than point #"% it
is effect for low sales of the 2andarawela Show Rooms last few months supporting ideas
of pro'iding e'idence" 6lthough customers ha'e positi'e 'iew regarding *uality and
durability of Rocell products, designs and colours of Rocell products, 'erity of Rocell
products and positioning of Rocell brand name according to their mean 'alue and of its
dispersion" @hen considering about o'erall standard de'iation of these indicators, it says
that there is no big 'ariation of mean 'alue, it is dispersion up to %"I#$" )herefore, figures
are statically significance"
Customers 'iew regarding the Show Room indicated the table ("I#" +t indicated that, the
grand mean 'alue is ."1!, is less than the midCpoint, it says that, according to customers
'iew Show Room(&lace) dimension highly affect the low sales of 2andarawela Show
Rooms last few months" @hen considering in*uiry regarding systems, in*uiry regarding
35
systems ability to check in'entory, in*uiry of layout of 2andarawela Show Room,
in*uiry of attracti'eness of placing Rocell products in 2andarawela Show Room, in*uiry
of 'ehicle park ability abd in*uiry of accessibility to the 2andarawela Show Room took
negati'e 'iew, its pro'e by their mean 'alues" 8owe'er, when considering in*uiry
regarding accuracy of systems the mean 'alue is (".$, it is higher than the midCpoint it is
not effect for low sales of the 2andarawela Show Room last few months" @hen
considering about o'erall standard de'iation of these indicators, tell that there is no big
'ariation of mean7 it is dispersion up to %"(1/"
6ccording table (".1 customers 'iew of Rocells price mi dimension indicated that,
grand mean 'alue is I"I%, is higher than the midCpoint, it says that, with reference to
customers 'iew price dimension did not highly affect the low sales of 2andarawela
Show Rooms last few months" 8owe'er, when considering in*uiry of Rocell products
prices the mean 'alue is #"$,, it is less than the midCpoint it is effect for low sales of the
2andarawela Show Rooms last few months" +nfluence of buy Rocell products in 6pril
and Aecember months due to high discounts rates and fitted to the price took positi'e
'iew" @hen considering about o'erall standard de'iation of these indicators, tell that
there is no big 'ariation of mean7 it is dispersion up to %"I1%" )herefore, figures are
statically significance"
Customers 'iew of promotion acti'ites of Rocell, as shown in table ("I% indicators of
promotion mi dimension, with reference to customer sur'ey the grand mean is I"!/, is
higher than the midCpoint, it says that, promotion dimension did not highly affect the low
sales of 2andarawela Show Rooms last few months" 8owe'er, when considering
attracti'eness of name board the mean 'alue is ."1(, it is less than the midCpoint it is
effect for low sales of the 2andarawela Show Rooms last few months" 6lthough in*uiry
of customer ser'ice, in*uiry of amount of sales persons, in*uiry of sales persons
knowledge regarding Rocell products, in*uiry of Rocell ad'ertisements and in*uiry of
rocell show rooms name board took positi'e 'iew according to customer sur'ey" @hen
considering about o'erall standard de'iation of these indicators, tell that there is no big
'ariation of mean7 it is dispersion up to %"I/1"
4.6.2 T#e in"'ence o" +ro!ction !e'a% to re!ce t#e (ont#'% &a'e&
36
6s shown in appendices Q: indicated that, grand mean of production delay related
*uestion items is ."%% and it is less than the midCpoint" +t says that production delay
highly affect the low sales of Rocell 2andarawela show room" )he statements that were
factories produce products *uickly and changing production plans were not affected for
customer satisfaction took mean less than midCpoint" +t said that, staff was not agreed that
statements and they had negati'e 'iew regarding that statement" @hen considering about
o'erall standard de'iation of these indicators, tell that there is no big 'ariation of mean7 it
is dispersion up to %",%%"
4.6.1 *#et#er in&""icient ware#o&e re!ce& &a'e&
6ccording to the appendices Q+++ indicated that, grand mean of warehouse specified
*uestion items is #"!( and it is less than the midCpoint" +t says that insufficient warehouse
was highly affected for low sales of Rocell 2andarawela show room" )he statements
which were there is a sufficient ware house, +f ha'e not a sufficient warehouse7 it is not
cause to barrier to keep sufficient stocks, +t is not affecting factor to gi'e customer
selected Rocell products at the same time and the ware house location helps to easy to
issue Rocell products took mean 'alue less than midCpoint" +t means staff has negati'e
'iew regarding warehouse of 2andarawela SR" @hen considering about o'erall standard
de'iation of these indicators, tell that there is no big 'ariation of mean7 it is dispersion up
to %".1I"
4.6.4 *#et#er 'ack o" "aci'itie& in t#e &#ow roo( re!ce& t#e &a'e&
6ccording to the appendices Q+: indicated that, grand mean of facilities related *uestion
items of staff sur'ey is .".# and it is less than the midCpoint" 6nd according to customer
sur'ey grand mean is ."!/ and it is less than the midCpoint" )hese say that, lack of
facilities in the show room was highly affected for low sales of Rocell 2andarawela show
room" )he statements which, if there is not enough facilities in SR it is not affect to gi'e
high customer ser'ice, there is sufficient space to ehibit )iles P 2athware in SR, )here
are sufficient systems to gi'e best ser'ice for customers and systems help to check
in'entory *uickly took mean 'alue less than midCpoint" +t means staff and customers ha'e
negati'e 'iew regarding facilities of 2andarawela SR" 8owe'er, Systems help to check
+n'entory *uickly, it relate staff sur'ey mean 'alue took higher than midCpoint" @hen
37
considering about o'erall standard de'iation of these indicators, tell that there is no big
'ariation of mean, in staff sur'ey, it is dispersion up to %"I!! and in customer sur'ey, it is
dispersion up to %"!,I"

CHAPTER =I<E
CONC,U$ION AND RECO00ENDATION$
6.1 Intro!ction
38
)his chapter describes the conclusion of the research and recommendations that were
made against to the problems"
6.2 =in!ing&
6.2.1 C&to(er&B view a2ot t#e +ro!ct, &#ow roo(, +rice an! +ro(otion
6mong the customers sample ,1"#- of the customers buy Rocell products because of its
*uality" 8owe'er, with rele'ance to customer sur'ey, no one not consider for being a
customer of Rocell due to the price" I."I- of the sample who like being of Rocell,
because of product 'ariety" )herefore, researcher re'ealed that customers buy Rocell
products due to its *uality"
/I"#- of sample of customers agree and 1,"/- of sample of staff strongly agree who
that Rocell tiles and 2ath wares are more *uality and durable than among made in Sri
Lankan others" 6mong the customers sample .I"/- of the customers strongly agree that
Rocell tiles and 2ath wares are more *uality and durable than among made in Sri Lankan
others" +t is re'ealed that through both customer and staff sur'ey Rocell products more
*uality and durable than among made in Sri Lankan others"
6lthough customers selected )iles and 2ath wares through sample products 1#"/- of the
sample failed to buy Rocell products at the same time" #1"I- of customer of the sample
bought Rocell products at the same time" 6ccording to that it is re'ealed in 2andarawela
Royal Ceramic branch often ha'e not a'ailable stock"
6ccording to both sur'eys #%%- of sample said that in Rocell 2andarawela branch has
not all si9es which customer re*uest for their re*uirements" #%%- of sample pro'ed that
#.O1 si9e tiles are not a'ailable in the branch"
#%%- of staff and customer sample re'ealed that there is no e'ery design which customer
re*uest normally" 6mong customer sample /.- said that there is no 2oarder design tiles
and .1- of sample said that there is no Jlower design tiles" 1,"/- of staff sample re'eal
that, there is no 2oarder design tiles and #("I- of staff sample re'ealed that, there is no
Jlower design tiles" +t tells that, there are no Jlower design tiles and 2oarder design tiles
in 2andarawela Rocell branch"
39
(/"I- of customer sample disagree regarding 'ehicle park facility of the branch and .1-
of customer sample ha'e neutral idea regarding that" /#"(- of staff sample disagree
regarding 'ehicle park facility of the branch and .1"!- of staff sample strongly disagree
regarding that"
!."(- of customers were disagreed that access capability to the show room" #$"(- of
customer sample ha'e neutral idea about that" 4aBority of staff sample, (."$-
respondents ha'e neutral idea about access capability to the show room and .1"!- of
sample disagreed that" )herefore, it tells that, there is no free access capability"
4aBority of both customer and staff sample /(".- and /#"(- respecti'ely disagree the
statement regarding Rocell products prices comparing with other related products and
#/".- of customer sample strongly disagree about that statement" )his tell that Rocell
charge high prices than competitors"
(%"$- of customer sample aware regarding Rocell products by ad'ertisement and I,",-
customers aware by colleagues" 6s well as maBority of customer !!"/- sample, re'eal
that there is high influence of Rocell ad'ertisements to buy Rocell products"
4aBority of customer sample ,I"1- said that there are sufficient sales persons to treat
customers" 8owe'er, I."I- and #."$- of sample respecti'ely ha'e neutral and disagree
idea about that statement"
(("#- of customer sample agree the name board placement of the show room"
>e'ertheless, I$"1- of customer sample ha'e neutral idea about the name board" )his
tells those customers ha'e not strongly positi'e idea regarding the name board"
/1",- of customers and #%%- staff of sample said that there are not sufficient labors to
loading and unloading acti'ities of the branch" )hey said that /$"!- of sample of
customers and #%%- of sample of staff7 it is cause to waste customers time" )his tells
that there are not sufficient labors in Rocell 2andarawela branch for loading and
unloading acti'ities"
6.2.2 T#e in"'ence o" +ro!ction !e'a% to re!ce t#e (ont#'% &a'e&
40
1#- of customer sample had to wait for production completion7 it means they had to wait
for buying" I(".- of that sample waited to buy few days" .."(- of that sample waited
one week" #,"1- and !"!- that sample waited one month and more than one month
respecti'ely" )herefore, this tells customers ha'e to ha'e waited for buying because of
production delay"
4aBority of the sample, /#"(- of staff sample said that, there is production delay in
Rocell factories" Jurther, they re'ealed that #%%- of sample, there is no sufficient supply
of Rocell products to the show rooms"
,/"#- of staff sample re'ealed that changing production plans directly cause for reduce
customer satisfaction and (."$- of sample strongly disagrees for that statement" )his
tells that changing production plans cause for production delay"
6.2.1 *#et#er in&""icient ware#o&e re!ce& &a'e&
1,"/- out of staff sur'ey re'ealed that, there is no a sufficient warehouse in Rocell
bandarawela branch" 6ccording to that, they said that strongly, it is cause to barrier to
keep sufficient a'ailable stocks" So staff accepted that #%%- of sample, it is cause to not
gi'ing customer selected Rocell products at the same time in *uick manner" +t directly
cause for customer dissatisfaction"
6s well as ,/"#- of staff sample belie'e that, 2andarawela Rocell warehouse location is
not help to issue Rocell products *uickly"
6.2.4 *#et#er 'ack o" "aci'itie& in t#e &#ow roo( re!ce& t#e &a'e&
#%%- of both samples re'ealed that Rocell 2andarawela branch has not modern look as
other Rocell branches" )herefore both respondents re'ealed that #%%- of sample it
negati'ely affect for get an idea about tile laying and bath ware applying acti'ities"
4aBority of the sample, ($",- of customers ha'e neutral idea about layout attraction of
tiles and bath wares of Rocell 2andarawela branch and .1- of customers disagree about
that factor"
41
1,"/- of staff sample re'ealed that, if there are not sufficient facilities in show room it is
highly affect to gi'e best customer ser'ice"
)he maBority of staff sample, ,/"#- re'ealed that, there is no sufficient space to ehibit
)iles and 2ath wares in 2andarawela branch"
1,"/- of staff sample said that, there are no sufficient systems to gi'e best ser'ice for
customers" )herefore, lot of customers waited for billing, stock checking etc" +t cause to
customer dissatisfaction"
6ccording to these findings researcher can say o'erall obBecti'es are achie'ed by this
research study" )hrough this study, it was identified that, customers 'iew about the
product, show room, price and promotion, the influence of production delay to reduce the
monthly sales, whether insufficient warehouse reduces sales and whether lack of facilities
in the show room reduces the sales" 6ccording to the sur'ey, customers ha'e positi'e
image on Rocell products, price and promotion, but they ha'e negati'e image on
2andarawela show room" &roduction delay, insufficient warehouse and lack of facilities
in the show room are highly affected for low sales"
6.1 Reco((en!ation&
8ere shows that the recommendations were de'eloped by the researcher to o'ercome the
internal factors which negati'ely affect for sales target achie'ement"
6s researcher, identified location was the one of the critical issue to the Rocell
2andarawela branch" So researcher has identified following changes"
)he present show room should be moderated at another place with enough space,
mean good capacity to keep Rocell products" )here must attraction layout and
more attracti'e name board too"
Jurthermore, should increase the facilities for both customers and staff" &ro'ide
sufficient systems photocopy machine and fa machine for staff and too" +)
department of the Rocell Company must take suitable actions for increase the
efficiency of Rocell 6S (%% system"
42
)he new show room must locate at facility to :ehicle &ark and there must be
good accessibility"
)here must be sufficient warehouse to store Rocell products and it must locate at
easy to issue stocks"
Jurther researcher identified that product was another issue to the Rocell 2andarawela
branch" So researcher has suggested following changes"
+t is wanted to keep good a'ailable stock for daily sales"
)he present si9e collection should be increased by introducing the #.O1 si9e and
the present design collection should be increased by introducing with 2oarder
design tiles and Jlower design tiles"
)op management should take actions to allocate of Rocell products from central
warehouses with fair manner"
Jactories should take actions to produce Rocell products *uickly without
production delay" So must increase the production plants"
)o minimi9e the competition between branches and dealers for Rocell products
allocation should be increased production capacity"
)op management should try to remo'e changing of production plans fre*uently
and finish production on time and then release them *uickly"
6nother suggestion of researcher re'ealed that, for achie'e sales target achie'ement as
follows"
Rocell 2andarawela show room manager should be in'ol'ed to increase the
awareness of customers regarding Rocell 2andarawela show room that li'ed in
nearest areas by using awareness programs"
)he researcher suggested that, it is wanted to increase sales persons for gi'e best
ser'ice for customers"
43
Jinally the researcher suggested that following factors,
4inor staff should be increased and should be trained them to treat for customers
well manner"
)hey should ha'e proper coordination and correlation in between each department
of the Rocell"
6.4 *a% "orwar! o" t#e re&earc# &t!%
)here are many researches pre'iously done about present study and with the support
from literature, this research study was de'eloped" )he researcher percei'es wide range
of researchable e'ents, which can etend further" +t can do this manner" 5gH / &s how to
affect for sales target achie'ements, eternal factor how to affect for sales target
achie'ements can mentioned"
Ae'eloping these kinds of research studies it would be benefited for both companies and
customers respecti'ely" )his research study was bound to Ceramic industry only" 4ore
research studies are catering to ongoing process" )herefore, it should be put forward to
epand this research study into other industries too"
44
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Lotler, &", (#$$/)" Mar5eting Management" ($
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ed"), &rentice 8all, pp(#%
4acky, R" Poor sales 6erformance 5ills your re)enue" (( 0uly .%%/)" Retrie'ed 0uly
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&endharkar, 6" P &andey :" L", (n"d)Retrie'ed 0uly .%, .%#%, from
httpHFFwww"centraltest"comFctRfrFuploadFdocumentsFSales&rofileR:alidityStudy"pdf
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