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GLOBAL SCENRIO

We are proud to have a fully automatic ultra modern since 1992.we have a production
capacity supported by a spacious press and one of the longest kilns I India. The fully
automatic plants & office administration provide a boost along with a customer.
era Tiles e!uipped with all kinds of manufacturing facility to produce high !uality
product under one roof. It consist of "all #ill$ press$ kiln with control environment
assure always good !uality of products.
era prides its innovativeness in new product and development. The % & & cell works
intensively round the clock to give proficient indigenous technology and products. "y
creating futuristic materials$ new market$ operational benchmark and product possibilities
emerge all the time. 'ach customer is offered customi(ed application oriented solution in
blending$ mi)ing and firing$ so as arrive at a suitable prototype for mass replication.
*ualified and e)perienced with the right e)pertise and know how give "a+a+ the larding
edge and development.
era sanitary wares have documented system to ensure that the product is always in
accordance with the latest technical specification or customer re!uirements. ,ystematic
!uality records on maintained to show the evidence that the supplied products meets the
customers re!uirements.
INDIAN SCENARIO OF SANITARYWARE
INTRODUCTION
The industry reports serves to give an overview of the sector and capture the basic
characteristics of the sector in terms of its overall si(e$ presents status and future
potential. The regulatory aspects of doing business in India$ as well the relevant ta) and
fiscal environment governing business in India are also discussed here.
OVERALL STATUS OF THE INDUSTRY
BACKGROUND
The sanitary ware industry in India was started in the late 19-.s with / & % 0ohnson
setting up its for the manufacturing of wall tiles at thane near #umbai$ ,parted the entry
of other players like regency sanitary ware$ ka+aria sanitary wares$ murudeshwar sanitary
ware$ bell sanitary ware and somany sanitary ware.
"y basis products variation the tiles market has there components segments1
#osaic b2 sanitary ware and c2 natural stones mosaiotiles 3.4 share.
The sanitary ware tiles and natural stones share the most essentially. 5 natural
stones in has three segments granites marble and other stones.
CURRENT STATUS OF THE INDUSTRIES
The sanitary ware industry in India has followed similar trends internationally which
have been characteri(ed by e)ecs capacities and falling margins. ountries like #alaysia$
Thailand$ china is emerging as a ma+or competitor. 6roducer from ,pain and Italy have
the advantage of lower transportation costs while e)porting to 7,5 and 8ermany. In
India capital onsumption is as ...- ,!. firs$ or pored to ..9 and - ,!. T%. In china and
'urope$ respectively. %ising disposable moms of the growing middle class and :. million
units of housing shortage$ however$ 1.1d out a great potential.
5 ma+or change which took over the sanitary ware tiles industry was the introduction of
wall tiles for bathrooms and kitchen and for floors$ n officers$ oases. /opping all and for
decorative hangings.
The domestic market si(e by value of sanitary ware in 1999;93 is estimated at a little over
%s.11 billion. The Indian industry has developed an e)port market. In volume it
consultants only about a percent of the global market. /is e)panses are rising at the rate
of <... The upper end market is dominated by Italy and ,pain.
The industry has a total production capacity of appro)imately one mm tap in the
organi(ed sector and 2........ tap in the small and informal sector. ,ome 1.4 of the
capacity in the organi(ed by sector is non;operational. The informal sector has a
relatively variable capacity profile 5part from the 9 ma+or players at the top there are
about 29 smaller in the organi(ed utili(ation on the organi(ed sector was 9-4.
The wall tiles segment is dominated by / & % 0ohnson$ victory$ ,6= >a+aria. In the floor
tiles$ murudeshwar$ bell and ,partech$ account for 9.4 of the turnover of the organi(ed
sector. The institutional to retail sales ratio is about :.19. in Indian sanitary ware industry
in all over India.
/&% 0ohnson in wall tiles and ,partech in floor tiles have attained high brand values.
?loor tiles segment is anticipated to grow faster than the wall tiles as the consumption
ratio shifts from 211 to almost 111 as is in the develop country.
The industry is capital intensive although there is a si(eable presence of the informal
sector$ which operates on$ smaller capital inputs. With technology and large economic
si(e$ the capital costs are high. ,o is the capital working re!uirements because of the need
to store a wide variety of the product and long credits in all over Indian ,anitary ware
industry@
>a+aria and dominate the north while /&% 0ohnson$ bell and ,pl rule the west$
#urudeshwar and ,partech share the southern markets. /&% 0ohnson has the largest
market share in the wall tiles. 0ohnson international of the 7> holds :.4 of its e!uity. It
is setting up a 9A... T6 5 plant.
BA.$... T65 of wall and 9A$... tap of floor tiles2 in raged district of maharastra$ which
could be largest in ,outh;east 5sia. >a+aria sanitary ware is the second largest players in
the industry. It has maintained a fast growth among the industry ma+ors with a A.4
growth in turnover and -.4 in net profit. ,6=$ the ',T. while ,omani 6ilkington =T&
with a long presence in the country along with /&% 0ohnson$ commands the second
largest market share in the tiles segment. It is$ further e)panding the capacity from11....
tap to 1$ A.$... tap. 5mong the other established players are sanitary wares$ diamonds
sanitary ware$ victory tiles and paved sanitary ware etc. These apart$ there are new
entrants like 'I& parry$ 5urangabad asbestos and nitco.
3.1 INTRODUCTION:-
=aunched in 19:-$ era is a pioneer in the sanitary ware segment in India. The first
sanitary ware company to use vegetable product$ era has been on the forefront of
launching a versatile color range and introducing the bath suite concept. It also launched
innovative designs and water;saving products. The twin;flush model launched in India by
era for the first time$ reduces the water needs of households considerably. Ws
designed to flush in +ust : liters of water is another notable innovation by era.

3.2 HISTORY AND DEVLOPMENT:-
CERA SANITARYWARE LTD. started in 19:- as a small plant with a capacity to
manufacture about 1$... pieces of sanitaryware per day is now the third;largest
sanitaryware company in India. CERA SANITARYWARE LTD. B,=2 now commands
a 2.4 share in the %s 1$-..;crore organi(ed market.
5 split in the family business$ /industan ,anitaryware Industries =imited B/,I=2$ led
Cikram ,omany to start out on his own. /e chose sanitaryware as it was one business he
felt comfortable with. 5 young Cikram ,omany started doing the rounds of the state
government offices in 5hmedabad. /e was 6romised =and at >adi and natural gas from
an isolated field. That was all he needed to make a beginning. 5nd as they say$ the rest
was history.
What set the plant apart from the rest in 1939 was the use of natural gas in its kiln. It was
a conscious choice. Those days most furnaces used coal or other fuel that left specks on
the ceramic. ,omany decided to use natural gas and that made a huge difference in
!uality. In fact$ right from day one$ CERA SANITARYWARE LTD. was focused on +ust
one aspect D !uality.
Today$ CERA SANITARYWARE LTD. has a stronghold in western India states and in
>erala$ 8oa and 6un+ab. 5part from marketing strategy$ the company is investing some
%s 1.. crore in e)panding capacity at its >adi facility. While it will spend %s -. crore on
new faucet unit$ another %s -. crore will be spent on e)panding its sanitaryware line. In
revenue terms too$ it has started giving results. =ast year$ it notched up %s 19. crore in
revenues$ while this year it plans to earn around %s A.. crore. In ne)t 2;A years$ CERA
SANITARYWARE LTD. has set a sales target of %s -.. crore.
3.3 MISSION & VISION :-
MISSION
To manufactured market and services products of international standards.
'nsure that all company processes are geared to deliver the highest level of customer
satisfaction.
>eep an employee;centric focus in all levels.
?oster invocation and creativity at all levels.
&eliver value to all stakeholders of the company.
They strive for happier heather tomorrow we shall proviso total customer satisfaction and
achieved lead shop in chosen market products and service the global e)cellence in
technology bused a world close research and development.
VISION
TE emerge as IndiaFs finest manufacture of sanitary ware tiles using the latest
technologies$ delighting customer and enhancing shareholder value on a consistent and
sustainable basis.
Their aim to be a global player will lead to the establishment of operation in the key
market of the world$ including the development countries.
They aspire to enrich our people are during free to become highly complement
professional technology and technology based.
"y the turn of this decide they shall be amongst the must admired company in India.
3.4 UALITY OB!ECTIVITE
To reduce wastage of fired tiles well as gla(ed titles by ..2-4 at each stage this
year
To deliver material in time & maintain delivery schedule at least <-4
#inimum - new dealers to be include before the ne)t financial year.
#achine break down to be reduced by ..-.4 this year B.9;.32 with reference to
lest year.
TE increase the per person productivity level from 2- s! mats. present to 2-.2- s!
miters by A1 march .3
TE reduce wastage at gla(ed preparation & application by ..2- at each stage this
year
3." PROMOTERS
P#$%$&'#
#r. Cikram ,omany$ hairman;cum;#anaging &irector
W$#():
, > 8hatak$ 6resident BWorks2
C.>. 0ain$ 0oint Cice 6resident B*uality 5ssurance2
5nil >umar 6un+abi$ 0oint Cice 6resident B6roduction2
M*#('&+,- & S*.')
#r. 5tul ,anghvi$ 6resident B,ales & #arketing2
M*#('&+,- S'#/+0')
6. >. ,hashidharan$ Cice 6resident B#arketing2
E12$#& S*.')
#r. 8aurang "hatt$ 8eneral #anager B')port2
S*.') A3%+,+)&#*&+$,
#r. " > &esai$ &eputy 8eneral #anager B,ales 5dministration2
F+,*,0' & C$%2*,4 A55*+#)
#r. % " ,hah$ 6resident & hief ?inancial Efficer
#r. Garendra G 6atel$ Cice 6resident & ompany ,ecretary
3.6 DIRECTOTR
#r. Cikram ,omany$ hairman;cum;#anaging &irector
#r. Cikram ,omany$ ')ecutive &irector
#r. ,a+an >umar 6asari
&r. > G #aiti
#r. ,hree Garayan #ohata
#r. 5shok hha+ed
#r.8ovindbhai 6. 6atel
#r. #ahendra >umar "handari$ &irector D Technical
3.7 LOCATION SELECTION
era sanitary ware ltd. ommenced in 19<.. The sanitary ware plant is situated in kadi in
north 8u+arat. It has several advantages due to its location closed pro)imity to raw
material sources$ labors$ captive power unit and easily transportation.
12 plan location ideal with
52 Gatural gas pipes line connection.
"2 6ro)imity raw material available.
2 aptive power plant.
22 /ighly !ualified and e)perienced technical team.

3.8 GROWTH OF THE COMPNY
CERA SANITARYWARE LTD. has a stronghold in western India states and in >erala$
8oa and 6un+ab. 5part from marketing strategy$ the company is investing some %s 1..
crore in e)panding capacity at its >adi facility. While it will spend %s -. crore on new
faucet unit$ another %s -. crore will be spent on e)panding its sanitaryware line. In
revenue terms too$ it has started giving results. =ast year$ it notched up %s 19. crore in
revenues$ while this year it plans to earn around %s A.. crore. In ne)t 2;A years$ CERA
SANITARYWARE LTD. has set a sales target of %s -.. crore
3.9 LOCATION OF PRODUCTION UNIT
PRODUCTION UNIT
era sanitary ware ltd.
9$ 8.I.&..
>adi;A<231-
&ist.;#ehsana
MARKETING UNIT
H#adhusudan /ouseH
E66. Gavarangpura Telephone ')change.
5hmedabad;A<...9
3.11 PRICING POLICY
6ricing policy provide the frame work and consistency needed by the company to make
reasonable practicable and effective pricing decision
6ricing policy of this company era sanitary ware is including
The ,atisfaction of retailer.
8ive good to the customer in minimum price rate.
3.12 T'0:,$.$-4 B'+,- U)'3:-
With a penchant for latest technology$ era impost technology and machineries from well
has known global players.
4.1 RESEARCH OB!ECTIVES :-
The main purpose of any research of any is to evaluate the behavior of
consumer towards tiles by asking !uestion. 5nd also to find out the truth
which is yet to discover and each research has its own specific ob+ective and
purpose.
P#+%*#4 $;<'0&+/':-
The main ob+ective of our study to know the consumer buying
behavior towards the company & its products.
S'0$,3*#4 $;<'0&+/' :-
We have undertaken the research taking into account following other ob+ective.
To determine the demographical factors of e)isting & potential
consumer need.
To identify of consumer needs & products e)pectation level
To identify of factors affecting purchase decision
To know the opinion of the consumer about the product of era
sanitary ware.
To know which company tiles is buying more by consumer.
4.2 RESERCH DESIGN:-
%esearch design is the basic plan. This guide s the data collection and analysis phases of
the pro+ect. It is the frame work. Which specifies the type of information to be collected
the source of data collection procedure.
The study can be termed as descriptive as the ma+or emphasi(e would be to study the
behavior of the people without getting into establishing the association of the data.
In conclusive research we are descriptive research. In descriptive research we are using
cross sectional design.
4.3 RESERCH APPROACH
In my marketing research survey I had collected primary data through ,7%C'I
#'T/E& in my research pro+ect.
4.4 RESERCH INSTRUMENT:-
5 !uestionnaire consists of a set of !uestion presented to respondents for their answer. In
my marketing research I have used both type of !uestion in !uestionnaires
Epen ended !uestionnaire.
lose ended !uestionnaire.B#ultiple choice2
#ostly all !uestions are close ended type !uestion. There is only one open ended type of
!uestion.
4." SAMPLING TECHNIUE
The sampling method or describe the procedure by which sample is selected. There e)ist
to class of method by which sample can be sale. The company is using none
6robability sampling techni!ues because it is onvenience sampling for respondent
4.6 SAMPLING ELEMENT :-
I have taken 1-. people who consume cera sanitary ware.
4.7 SAMPLE SI=E :-
The survey was conducted in 5hmadabad over a period
4.8 METHOD OF CONTACT :-
PERSONAL INTERVIEW
It is a direct from of investigation of involving face to face communication feedback
information. It offers a sense of the participations. It is a more fle)ible from of data
collection. omple) !uestion can be asked. The interview can have the !uestion to secure
more information.
4.9 LIMITATION OF RESEARCH :-
The time provided for the research is bit short and can not cover the entire area for
research.
%esearch was carried out only in kadi city and a rounded village which cannot be proper
research result.
The research is under the ine)perience researcher.
1. From the following which company will you prefer?
particular respondent per
CERA 110 84.61%
BELL 10 7.69%
CRYSTEL
15 11.53%
KOHLER 5 3.84%
HINDUSTA
N 10 7.69%
INTERPRETATION:-
?rom the above analysis we can know that most people are consuming cera than the other
brand. If company should maintain this ratio than company always reach one step of
success before the other brands reach.
2. Which product of CERA do you like to purchase?
particular respondent Percentage
Was "asin 50 33.33%
Water Closets
#0 13.33%
Shower 30 #0%
Kitchen Sinks
#5 16.66%
Other
Accessories
#5 16.66%
INTERPRETATION:-
?rom the above analysis we can know that most people are consuming cera wash basin.
Than the other use water closets$ shower & other accessories and the other reason they by
the cera product. ,o$ we can discover that more advt. the more selling
3. From where do you like to purchase CERA product?
Particular respondent Percentage
$ealer 30 #0%
Retailer 30 #0%
Wholesaler
70 46.66%
Show
room
#0 13.33%
INTERPRETATION:-
#any people will purchase the cera product from the wholesaler because it is very
effective way to purchase the cera product.
4. Which advertising media infuence your purchase decision?
Particular respondent Percentage
T.V 75 50%
Radio
30 #0%
News
paper
#5 16.66%
Hoarding #0 13.33%
INTERPRETATION:-
In the above collected data I can observed that most of time customer come to know from
their TC. so$ it can be conclude that there are positive views present in market above cera
provide better service. 5s normally we are locali(ed TC. 5dvertisement is most
convenient way for the advertisement.
5. In which criteria do you interested of purchasing a CERA product?
Particular Respondent Percentage
Discount 70 46.66%
Reasonable price
30 #0%
Complementary
gift
30 #0%
variety #0 13.33%
INTERPRETATION:-
In different criteria customer will prefer the discount because who is middle level income
groups.
FINDING & SUGGESTIONS:-
FINDING
The findings that have been found during the study are mentioned as under.
The company has good reputation in market
8ood work can be seen among customer of advt.
ustomers are satisfied with product
ompany adopts target market which is good
If company give more importance to advt. budget$ it will be very beneficial to the
company.
SUGGESTION
1. era sanitary ware should increase the level of advertising by hoarding$ T.C$
advertisement$ direct marketing.
2. In the aria of competition to be the market of cera sanitary ware is re!uired to go
for interval marketing research so that what users are e)pecting from sanitary
ware can know.
A. cera sanitary ware should put more emphasis on !uality$ performance$ authenticity
of price$ distribution service of sanitary ware regularly to users company on
continuous base.
:. ompany should improve its sanitary ware product favourism towards leading
government so user trust can be maintained.
CONCLUSION
I have observed that surveyed consumers are partially satisfied with the companyFs
performance in market. ompany has good market$ but I also like to say that company
should try to best level to catch up domestic market.
The pro+ect of study the consumer behavior towards the cera sanitary ware pat ltd. has
give me good information about the company$ product !uality$ price of the product$
portfolio of the company.
Today$ I fill great and much more e)perienced after undergoing the summer pro+ect
training at such valued organi(ation.
BIBLOGRAPHY
I prepared a pro+ect report through these sources. &efined follow that$
1. 5uthor by beri 8.. book of Jmarketing researchK
2. onsumer behavior B<
th
edition2 by =eon 8. ,chiff man and =eslie =a(ar >anuk
A. >otlers 6hilips Jmarketing managementK The millennium editors published by
premises whole India.
WEB SITE1 ; WWW.'%5;IG&I5.E#
SERCH ENGINE1 ; WWW.8EE8='.E#
CERA CIRAMIC LIMITED
CONSUMER BUYING BEHAVIOUR
Dear sir/madam
I am a student of N.P. collage of computer studies and management,
kadi and undertaking a research project on topic of consumer buying
behavior in buying cera ceramic ltd. For this purpose I would like ask to
you few question. I would grateful if you space few time and co-op. me.
Personal details:-
Name:
Address:
Age: Mobile no.:
Date:
QUESTIONNAIRE:-
1. From the following which company will you prefer?
[ ] CERA
[ ] BELL
[ ] CRYSTEL
[ ] KOHLER
[ ] HINDUSTAN
2. Which product of CERA do you like to purchase?
[ ] Wash Basin
[ ] Water Closets
[ ] Shower
[ ] Kitchen Sinks
[ ] Other Accessories
3. From where do you like to purchase CERA product?
[ ] Dealer
[ ] Retailer
[ ] Wholesaler
[ ] Show room
4. Which advertising media infuence your purchase decision?
[ ] T.V
[ ] Radio
[ ] News paper
[ ] Hoarding
[ ] Internet
5. Which features do you consider while purchasing a CERA product?
1 2 3 4 5
Price
Color
Size
Durability
Quality
6. In which criteria do you interested of purchasing a CERA product?
[ ] Discount
[ ] Reasonable price
[ ] Complementary gift
[ ] variety
7. Rank the following brands according to their attributes?
[Rank 1 to 5]
CERA HINDUSTAN BELL KOHLER CRYSTEL
Design
Price
Quality
Packing
Variety
8. How do you rank the following diferent criteria of CERA?
As per the satisfaction level of you,
9. Rank the followings according to semantic scale.
[ ] Available_ _ _ _ _ _ _ _ _ _non-available
[ ] Costly_ _ _ _ _ _ _ _ _ _cheap
[ ] Well-known_ _ _ _ _ _ _ _ _ _unknown brand
10. Select the brand on the basis of paired, from the following.
High
satisfed
Modularly
satisfed
Indiferenc
e
Highly
dissatisfe
d
Modularly
dissatisfed
Color
Price
Deliver
y
Variety
Design
COMPANY CERA BELL CRYSTE
L
KOHLER HINDUSTAN
CERA
BELL
CRYSTEL
KOHLER
HINDUSTA
N
11. Do you prefer CERA Product to other?
[ ] Yes
[ ] No
If yes, then why_____
If no, then why_____
12. Do you have any suggestion or complain about CERA?
[ ] Yes
[ ] No
If yes, than_____