A STUDY ON MARKET SURVEY ON THE BRAND EQUITY

OF PONDICHERRY CO OPERATIVE SPINNING MILLS

LTD., THIRUBUVANI, PUDUCHERRY
SUMMER PROJECT REPORT
Submitted by

S.MAHESH
REGISTER NO: 27348321

Under the Guidance of

Mr.D.SARAVANAN, M.B.A,M.Phil,M.F.C,M.H.R.M,(Ph.D).,
Faculty, Department of Management Studies
in partial fulfillment for the award of the degree
of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

PONDICHERRY UNIVERSITY
PUDUCHERRY
SEPTEMBER- 2007

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

MADAGADIPET, PUDUCHERRY
DEPARTMENT OF MANAGEMENT STUDIES
BONAFIDE CERTIFICATE

This to certify that the project work entitled A STUDY ON MARKET SURVEY OF THE
BRAND

EQUITY IN

PONDICHERRY CO

OPERATIVE

SPINNING

MILLS

THIRUBUVANI, PUDUCHERRY is a bonafide work done by

S.MAHESH

[REG.NO. 27348321] in partial fulfillment of the requirement for the award of

Administration by Pondicherry University during the academic year

GUIDE

Master of Business

2007 2008.

HEAD OF DEPARTMENT

Submitted for Viva-Voce Examination held on

EXTERNAL EXAMINER

LTD.,

ACKNOWLEDGEMENT
First and foremost, I thank the God for his substantial blessing and mercy at all stages
in the completion of the project.
I take this opportunity to express my deep sense of gratitude to SHRI N.KESAVAN,
Founder Chairman, SHRI M.DHANASEKARAN, Managing Director and SHRI
S.V.SUGUMARAN, Vice-Chairman of our college for their good wishes for this project.
I

express

my

immense

gratitude

to

our

Principal

DR. V.S.K.VENKATACHALAPATHY for his support and encouragement for the

completion of my project.
I extend the immense gratitude to the Head of the Department MR. S.JAYAKUMAR
for his motivation, inspiration, and encouragement for the completion for my project.
The

valuable

and

unflinching

requital

support

in

this

Endeavor

MR. D.SARAVANAN my internal guide, Department of Management Studies whose

assistance was immeasurable to the completion of this project.
I am sincerely thankful to MR.G.RAJA MOHAN, Factory Managing Director, The
Pondicherry Co-Operative Spinning Mill Ltd, Puducherry, for his help and support
throughout the completion of my project.
I would also like to thank all the staff of the organization for helping me directly and
indirectly to conclude this work. Last, but not the least, my heart felt gratitude to my
parents, relatives and my friends for their constant encouragement, support, help and
valuable advice to make this project a success.

ABSTRACT

Brand equity is an asset to any company. It provides competitive advantage to the

company in the from of better bargaining power with the channel member ability to price
higher then the competitors products and also enables the company to leverage from its brand
name through brand extension decision hence a brand with a strong brand equity will ensure
brand loyalty among consumers and increased revenue earning capacity for the company.

The project aim to study the brand equity enjoyed by spin co in a globalizes economy
where competition is growing steadily this study will help the company determine its brand
power among the consumers so as to leverage on its brand equity and take necessary
corrective actions.

The study revealed that spin co enjoys a monopoly status in the department while on
the other hand unbranded furnishing also sance to have some preference tendency is high
among spin co consumers there by equity also the brand switching tendency is considers abler
but this is due to the variety seeking buyer behaviors involved in the product category.

TABLE OF CONTENTS
CHAPTER

TITLE

PAGE NO

LIST OF TABLES
LIST OF CHARTS
INTRODUCTION

1.1 Profile of Organization

II

REVIEW OF LITERATURE

III

OBJECTIVES

11

IV

RESEARCH METHODOLOGY

12

DATA ANALYSIS AND INTERPRETATION

16

VI

FINDINGS OF THE STUDY

35

VII

CONCLUSION AND SUGGESTION

36

VIII

LIMITATIONS OF THE STUDY

37

ANNEXURES
IX

9.1 QUESTIONNAIRE
9.2 BIBILIOGRAPHY

38 39
40

LIST OF TABLE
S.no

NAME OF THE TABLE

Page No

Table showing respondents gender

16

Table showing of the Respondents occupation

17

Table showing favorite brand

18

Table showing how long consume

19

Table showing respondents know the brand

20

Table Based on selecting the brand

21

Table showing recent period purchase

22

Table showing satisfied the quality

23

Table based on channel purchase

24

10

Table showing reason for using brand

25

11

Table showing based on opinion price

26

12

Table showing based on strong brand image

27

13

Table showing based on discount provide

28

14

Table showing based switch over to other brand

29

15

The table based on if yes means

30

16

Table showing Suggest buy this brand

31

17

Table based on comments on quality

32

18

Weighted average method

33

19

Correlation

34

LIST OF CHARTS
S.no

NAME OF THE CHART

Page No

Respondents of gender

16

Occupation

17

Based on favorite brand

18

How long consume

19

How did know the brand

20

Based on selecting the brand

21

Recent period purchase

22

Satisfied the quality

23

Based on channel purchase

24

10

Reason for using brand

25

11

Based on opinion price

26

12

Strong brand image

27

13

Based on discount provide

28

14

Switch over to other brand

29

15

If yes means

30

16

Suggest buy this brand

31

17

Based on comments on quality

32

CHAPTER-I
1.1 INTRODUCTION
PROFILE OF THE ORGANISATION GROWTH OF

TEXTILE INDUSTRY
The birth of cotton textile industry can be traced back to the year 1818, When for the
first time a mill was started in Calcutta. But its real foundation was laid in Bombay with a
mill set up in 1853 under PARSI Management. Early years marked a rapid progress and
number of cotton mil1s increased up In Ahemedabad, Sholapur and Nagpur. In 1951 the total
number of mills in this Industry was only 378 of which 103 where spinning and 275 were
composite Mills.
The number of cotton textile mill increased to 1051 in 1990; of this 770Were spinning
mills .and 281 composite mills. The total investment in the fixed assets is 1300 crores. It
contributes for about 25% of total exports. In pondicherry, the first spinning mill which
started its operation be Desbarsyns de Richement', Governor of French rule at that time in
1827 on the western style. In 1828 Blin and Delbruck are businessmen of France have stared
another spinning mill in PondiCherry with a production capacity ofabout700 Kg per day, and
provided employment for 225 workers. Thus the organized mill sector provides employment
to more than one million people in the country and about l/5th of the total employed in
manufacturing industry. Its contribution of government revenue and to export earnings is
substantial.
1.1.2 HISTORY OF THE MILL
The pondicherry Co-operative Spinning Mills was registered as cooperative Society
under the pondicherry co-operative societies Act 1972 during the year 1979. This spinning
mill is the first type of its kind in its venture in the union territory of Pondicherry. The society
has been registered on 28-12-1979, the actual functioning commenced in the year 1984. The
factory is situated 22 Kms away from pondicherry in the National Highways 45-A, between
Pondicherry and Villupuram in the Village Thirubuvanai.
The foundation stone for the Mill was laid on 10.08.1981 by the then Chief Minister
of Pondicherry and the factory was inaugurated by the then his. Excellency T.P. Twari, Lt.
Governor of Pondicherry on 16.11.1984. The trial production was made on 12.2.1984 and the
Commercial production was started on 19.3.84. The mills Spindale was 25080 only. The Mill
has achieved its full spinning capacity in the year 1987.

1.1.3 MEMBERSHIP
The Mill was started with 138. Members with a share capital of Rs.79, 9001- at the
beginning and at Present there are 815 members with a share capital of
Rs .689.31lakhs comprising as the following.

Particular
"A"

"B"

Membership

Handloom weavers co-op

Societies

14

Share Capital (in lakhs)

4.45

Other Co-operative
Societies

69

3.72

"C"

Individuals

731

6.64

"D"

Government of Pondicherry

674.50

815

689.31

1.1.4 AWARDS COMPLEMENTED BY THE AIFCOSPIN

Among all the co-operatives in India, the Pondicherry Co-operative Spinning Mills
has been identified as No.1 Mill for its profitability, Machine productivity, Net profit and
Labour productivity. The Position placed by the Mill from 1987-88 to 1990-91 is detailed
below:

AIFCOSPIN - All India Federation for Co-operative Spinning Mill- Bombay,

It has awarded many awards. The position placed by the mill from 1987-88 to 90-91

Year
1987-88

Selection Criteria
Spindle Profit

1988-89

Spindle Profit

1989-90

Spindle Profit

Position
I
I
I

. Machine Productivity

II

Productivity per Spindle Shift

III

1990-91

Spindle Profit

Cash gain per spindle

II

Machine Productivity

II

Labour Productivity

III

1.1.5 EXPANSION PROGRAMME

The licensed capacity of the Mill is 39, 192-spindle unit. The installed capacity is
35,160 spindles with an average count of 40's to 6s. By the year2001, the remaining capacity
of 4,032 spindles will be erected.

1.1.6 PROCESS OF MANUFACTURING

The Pondicherry co-operative spinning mills ltd. is processing with its Licensed
capacity

SPINNING
The process of spinning starts with ginning. Ginning is process by which Seeds are
removed from the raw cotton. In this mill, the ginned cotton is directly purchased and so that
the ginning is not carried on and the remaining .Process is followed as usual.

MIXING AND BLOW ROOM

Raw cotton is received at the mill in highly compressed bales. Bales of different

varieties are opened at time and layer of cotton from each bale is fed alternatively, into the
machine with a view to obtain uniform blend. It is cleaned in blow room line.

CARDING
The blow room lap is fed into carding machine. The cotton is subject to the action of

sharp wire points of licker cylinder, doffer and flatter resulting in 'the further removal of neps
and waste. After processing in, comes out in the cane.

DRAWING

On the drawing frame, a uniform sliver lab is produced- by 6 to 8 card sliver and
drafting them proportionately. Here parallelization of fibers is achieved and this process is
repeated twice for carded yam and the sliver lab is then fed to the speed frame.

SPEED FRAMES
This term' Speed frames' is used to designate a group of machines in which cotton in

the form of drawing sliver is reduced to a much smaller size by drafting and a slight twist.

RING FRAMES
The final yam is spun on ring frames by drafting and twisting the rove from the speed

frames. The drafts and twist .varies depending on the count and quality of yam required.

DOUBLING
Generally two yam threads are sending parallel on single cone on a doublers winding

machine. Thereafter such yam is twisted together on a ring doubling machine to form a
double yam.
1.1.7 BUSINESS

The mill shall purchase the cotton required by spinning.

The mill shall produce such kinds of cotton yarn and staple fiber yarn as are required
by the weaving units, by the weavers in union territory of pondicherry and by others.

The yam required by the pondicherry state weavers co-operative societies and other
primary weavers co-operative societies shall ordinarily be supplied by the mills.

The Board of director may appoint necessary agent brokers etc on such terms and may
be agreed upon for canvassing order.

1.1.8 FUNCTION OF THE MILL

The Pondicherry co-operative spinning mill is running with 3shifts. The production
process is non stop. The first shift timing is from 7 00A.M. to 3.30 P.M., The second shift is
from 3.30 P.M .to 12.00MID NIGHT .And the third shift is from 12 MID NIGHT to 7.00

A.M. with a half -an- hour break for workers but not for production .Nearly 630 workers are
working in the mill.

1.1.9 MANAGEMENT
Pondicherry co-operative spinning mills ltd is governed by laws its is
managed by an Administrator, who is is I.A.S.officer and he is appointed by the Government
of Pondicherry.

ORGANISZTION CHART
ADMINSTRATOR
Managing Director

Administration
& Finance

Labour
Officer

Production
Wing

Admn. Manager

Controller of
Accounts

Asst. Spinning
Master (Maint)

Asst Spinning
Master. (Qlty. cntrl)

Elec. Engineer

Clerks

Clerks

Supervisor for
Prodn &
Maintenance

Quality Control
wing

Engineering
wing

Masteries &
Workers

ORGANISATION STRUCTURE
The organizational functions of the mill is divided into five namely,

Production wing

Quality control wing

Engineering wing

Maintenance wing

Accounts and finance wing.

Administration wing

PRODUCTION WING
The major activity concerned in the mill is production of yarn from raw Cotton. In this
mill, the machineries and materials are equipped to produce yarn from the count range 305 to

1005. The Asst. Spinning Master (Maintenance & production) is in charge for the production
wing. The supervisors in the production will look after the process of production in different
stages.
6 staffs and 540 workers are working in production wing.

QUALITY CONTROL WING

The main responsibility of this wing is to check the quality of yam and quality of raw
materials. Asst. Spinning Master (Quality Control) is in charge for this wing. All the incoming
raw materials and outgoing yam are checked in quality point of view. In this wing, nearly 10
staffs are working.

ENGINEERING WING
This wing takes care of all electrical equipments and fittings in the organization. It
also takes all preventive measures. An Electrical Engineer heads this wing. A group of 21
workers are worked in this department under the control of the Electrical Engineer

MAINTENANCE WING
This wing is functioning under the head of Asst. Spinning Master (maintenance). This
wing is taking care of maintenance of all machineries in the mills. This will take measures to
maintain the machinery in good working condition. One staff and 68 workers are functioning
in this wing.

ACCOUNTS AND FINANCE WING

The finance and accounts wing is playing an important role in this organization. This
wing maintains a systematic record of the daily events of business. It also maintains records
of all financial transactions to find out the profit or loss during the year, and to know the

correct financial status of the mill. All payments and receipts are taken care by this wing. The
controller of accounts heads this department and three staffs are working in this department

1.1.10 ADMINISTARATION WING

Administrative manager is in charge for administrative wing. This department carries
on purchases, sales stores and other administrative functions 31 staff are working in the wing
All the department (wings)are under the direct control and supervision of the Managing
director .the administrative manager and concerned department head shall be consulted by the
Managing director in all matters , where ever and when ever deemed necessary and their
comment shall be consider while framing a policy decision.

CHAPTER-II
REVIEW OF LITERATURE
Brand equity

Brand is a name or symbol used to identified the source of a product when developing
a new product. Branding is on important decision .the brand can add significant value when its
well recognized and as positive association in the mind of the consumer this concept is referred
to as brand equity
Brand
According to American marketing association a brand is defined as the use of name
term symbol or design, or some combination of these to identify the product of a certain seller
from those of competitors a brand identifies the product from buyers. A seller can earn the
goodwill and have the patronage repeated.
Branding is the management process by which a product is branded it covers activities
such as giving a brand name to a product, designing a brand mark and establishing and
popularizing it. Brand makes it easy for consumer to identify products or services. It is a
powerful instrument of demand creation and retention
Brand loyalty
It is the act of selective repeat purchasing of a brand. Once a consumer has developed
a brand loyalty, it is hard to change his attitude towards that brand
Brand switching
Brand switching can be defined as the changing of consumer preference and use from
one brand to another brand of a product quality, price ect.
Brand equity
Brand equity is an asset. Brand equity refer tot the power of brand in the market place.
A powerful brand has high brand equity and customers will stick to that brand. A weak brand
has less brand equity and customer major contributor to customer equity. The proper focus of
marketing planning is to extend customer life time value, with brand management serving as a
major marketing tool.

Strength of brand equity to a company

Strong brand equity offers the following advantages to accompany.

The company will have more trade leverage in bargaining with distributors and
retailers and because customers except them to carry the brand.

The company cans a charge a higher price than its competitors because the brand
carries high perceived quality.

The company cans more easily launch extensions because the brand name carries
high credibility.

The brand offers the company some defense against price competition.

CHAPTER-III

OBJECTIVE OF THE STUDY

Primary objective
The main objective of the study is to determine the brand equity of pondicherry cooperative spinning mills ltd.

Secondary objectives
In order to study the above primary objective the following secondary objective have been
proposed

To find out customer preference about spin co

To study awareness of brand switch

To study factor influencing brand power of spin co

To determine the most important factor which influencing purchasing decision

To offer suggestion to the spin co & to improve its activities

CHAPTER-IV
RESEARCH METHODOLOGY

4.1 RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis data in
a manner that aims to combine relevance to the researcher purpose with economy in
procedure.
It constitutes the blueprint for the collection, measurement and analysis of data. As
such the design includes an outline of what the researcher will do form writing the hypothesis
and its operational implication to the final analysis of data.

More explicitly, the design decisions happen to be in respect of;

What is the study about?
Why is the study being made?
Where will the study be carried out?
What type of data is required?
Where can the data are found?
What periods of time will the study include?
What will be the sample design?
How will the data be analyzed?
In what style will the report be prepared?
What techniques of data collection will be used?
The Research Design undertaken for the study is Descriptive one. A study, which wants
to portray the characteristics of a group or individuals or situation, is known as Descriptive
study. It is mostly qualitative in nature.

4.2 TYPES OF DATA COLLECTED

Primary Data
Questionnaires are prepared and telephone, personal interview was conducted.
Most of the questions are consist of multiple choices. The structured interview method was
undertaken. The interview was conducted in English as well as in Tamil. Proper care was
taken to frame the interview schedule in such a manner it should be easily understood in view
of educational level of the customer & agent. Generally 50 questions are prepared and asked
to the customer and agent

Secondary Data
Secondary data was collected from Internets, various books, Journals, and
Company Records.

4.3 QUESTIONNAIRE CONSTRUCTION

Questionnaires were constructed based on the following types

Open ended questions

Close ended questions

Multiple choice questions

4.5 DEFINING THE POPULATIONS

The Population or Universe can be Finite or infinite. The population is said to be finite
if it consist of a fixed number of elements so that it is possible to enumerate it in its totality.
So In this projects consist of finite population.
4.6 SAMPLING PLAN
A sampling plan is a definite design for obtaining a sample from the sampling frame.
It refers to the technique or the procedure the researcher would adopt in selecting some

sampling units from which inferences about the population is drawn. Sampling design is
determined before any data are collected.
Convenient Sampling technique was adopted. In this method the researcher select
those units of the population in the sample, which appear convenient to him or the
management of the organization where he is conducting research.

4.7 DESCRIPTION OF STATISTICAL TOOLS USED

Percentage method
Chi-square test
Correlation and
Weighted average method.
PERCENTAGE METHOD
In this project Percentage method test was used. The percentage method is used to
know the accurate percentages of the data we took, it is easy to graph out through the
percentages. The following are the formula
No of Respondent

Percentage of Respondent =

Total no. of Respondents

x 100

From the above formula, we can get percentages of the data given by the respondents.
CHI-SQUARE ANALYSIS
In this project chi-square test was used. This is an analysis of technique which
analyzed the stated data in the project. It analysis the assumed data and calculated in the
study. The Chi-square test is an important test amongst the several tests of significant
developed by statistical. Chi-square, symbolically written as x2 (Pronounce as Ki-Spare), is a
statistical measure used in the context of sampling analysis for comparing a variance to a
theoretical variance.
Formula
2 =

(O-E) 2
E

Observed frequency

Expected frequency

4.8 WEIGHTED AVERAGE METHOD

Weighted average can be defined as an average whose component items are multiplied
by certain values (weights) and the aggregate of the products are divided by the total
of weights.
One of the limitations of simple arithmetic mean is that it gives equal importance to
all the items of the distribution.
In certain cases relative importance of all the items in the distribution is not the same.
Where the importance of the items varies.
It is essential to allocate weight applied but may vary in different cases. Thus weightage is
a number standing for the relative importance of the

CHAPTER-V
DATA ANALYSIS & INTERPRETATION
TABLE NO 5.1
Respondents based on the sex
The data collected is tabulated and analyzed as follows

particulars

Frequency

Percentage

Male

43

86.0

Female

14.0

Total

50

100.0

Sources:- Primary data

Inference:
Out of the total 50 respondents surveyed 86%of the respondents (a maximum) had
male 14% of the respondents had female
CHART NO: 5.1

sex
50

40

30

Frequency

20

10

0
male

sex

female

TABLE NO: 5.2

Respondents based on occupation

particulars

Frequency

Percentage

Customer

40

80.0

Agent

10

20.0

Total

50

100.0

Sources:- Primary data

Inference:
Play on important role in influencing the buyers characteristics on brand out of the
50 respondents 80%of the total customer. 20% of the agent.

CHART NO: 5. 2

occuption
50

40

30

Frequency

20

10

0
customer

occuption

agent

TABLE NO: 5. 3
Respondents based on favorite brand

particulars

Frequency

Percentage

Spin co

27

54.0

Aft

15

30.0

Others

16.0

Total

50

100.0

Sources:- Primary data

Inference:
Favorite brand is the important factor which influence the consumer purchase
decision process 54% of the respondents brand choice has been spin co brand 30% of the
respondents brand choice has been AFT brand 16% of the respondents brand choice has been
others.

CHART NO: 5.3

whate is your favorite brand

30

20

Frequency

10

0
spinco

whate is your favorite brand

AFT

others

TABLE NO: 5.4

Respondents based on how long consume

particulars

Frequency

Percentage

5-yr

10

20.0

5-10yr

22

44.0

10-15yr

14

28.0

15-20

8.0

Total

50

100.0

Sources:- Primary data

Inference:
Out of the total 50 respondents surveyed 44% of the respondents (a maximum)
Had purchased 5-10 yr 28% of the respondents had purchase 10-15yr.

CHART NO : 5.4

how long do you consume this brand for business purpose

30

20

Frequency

10

0
5-yr

5-10yr

10-15yr

15-20

how long do you consume this brand for business purpose

TABLE NO: 5.5

Respondents based on how did know the brand
particulars

Frequency

Percentage

Print media

12

24.0

Visual media

12

24.0

Friends

16.0

Agent

16

32.0

Other

4.0

Total

50

100.0

Sources:- Primary data

Inference:
Most of the respondents may know the brand for agent 32% 24% of the respondents
may know print &visual media

CHART NO: 5. 5

how did you come to know about the brand

20

Frequency

10

0
primt media

visual media

friends

agent

how did you come to know about the brand

other

TABLE NO: 5.6

Respondents based on selecting the brand
particulars

Frequency

Percentage

Quality

22

44.0

Price

22

44.0

Brand name

10.0

Total

50

100.0

Sources:- Primary data

Inference:
Most of the respondents selecting the brand 44% belong to the quality & price 10% of
the respondents belong to the brand name

CHART NO: 5. 6

in what basis you are selecting the brand

30

20

Frequency

10

0
quality

price

in what basis you are selecting the brand

brand name

TABLE NO: 5.7

Respondents based on recent period purchase
particulars

Frequency

Percentage

Spin co

26

52.0

Aft

19

38.0

Others

10.0

Total

50

100.0

Sources:- Primary data

Inference:
The above table infers that 52% belong to the spin co brand, 38% belong to the AFT
brand, 10% belong to the others.

CHART NO: 5.7

in recent period which brandyou hane purchase

30

20

Frequency

10

0
spinco

AFT

others

in recent period which brandyou hane purchase

TABLE NO: 5.8

Respondents based on satisfied the quality

particulars

Frequency

Percentage

Highly satisfied
Satisfied

21
20

42.0
40.0

Neutral

18.0

Total

50

100.0

Sources:Primary
data

Inference:
42% of the customers are highly satisfied,40 of the customers are satisfied & other
18% of customers are neutral.

CHART NO: 5.8

are you satisfied with the quality of the brand

30

20

Frequency

10

0
highly satisfied

satisfied

are you satisfied with the quality of the brand

neutral

TABLE NO: 5.9

Respondents based on channel of purchase
particulars

Frequency

Percentage

27

54.0

23

46.0

50

100.0

Sources:Primary
data

Directly From The Company

From The Agent
Total

Inference:
The above table infer that 54% of purchase directly from the company, 46% of
purchase from the agent.

CHART NO: 5.9

channal of purchase
30

Frequency

20

10

0
directly from the co

3
from the agent

channal of purchase

TABLE NO: 5.10

11

Respondents based on reason for using brand

particulars

Frequency

Percentage

Quick sales

18

36.0

Cost benefit

29

58.0

Traditional purchasing

6.0

Total

50

100.0

Sources:- Primary data

Inference:
The above table infers that 36%of quick sales, 58%of cost benefit, & 6% of traditional
purchase.

CHART NO: 5.10

please specify the reason for using this brand

30

20

Frequency

10

0
quick sales

cost benefit traditional oa purch

please specify the reason for using this brand

TABLE NO: 5.11

Respondents based on opinion on price

particulars

Frequency

Percentage

Very high

11

22.0

High

16

32.0

Normal

20

40.0

Low

6.0

Total

50

100.0

Sources:- Primary data

Inference:
The most respondents may opinion on price 40% normal, 32%respondents high,
22%have very high

CHART NO: 5.11

your opinion on availability of spinco brand in the market

40

30

Frequency

20

10

0
highly satisfied

satisfied

neutral

your opinion on availability of spinco brand in the market

TABLE NO: 5.12

Respondents based on strong brand image

particulars

Frequency

Percentage

Yes

28

56.0

No

22

44.0

Total

50

100.0

Sources:- Primary data

Inference:
From above table shows that frequency of strong brand image is 56% of yes and 44%
of no.

CHART NO: 5.12

whether spinco is having a strong brand image

30

20

Frequency

10

0
yes

no

whether spinco is having a strong brand image

TABLE NO: 5.13

Respondents based on discount provide

particulars

Frequency

Percentage

Highly satisfied

17

34.0

Satisfied

24

48.0

Neutral

18.0

Total

50

100.0

Sources:- Primary data

Inference:
The total number of respondents 50, discount provide they satisfied 48%, 34%belong
highly satisfied ,18%belong to the neutral

CHART NO: 5.13

are you satisfied withthe discount provide by the spinco

30

20

Frequency

10

0
highly satisfied

satisfied

neutral

are you satisfied withthe discount provide by the spinco

TABLE NO: 5.14

Respondents based on switch over to other brand

particulars

Frequency

Percentage

Yes

19

38.0

No

31

62.0

Total

50

100.0

Sources:- Primary data

Inference:
The above table infers that 62% of the respondents belong to the No, 38%of the
belong to the yes.

CHART NO: 5.14

do you like to switch over from this brand to other brand

40

30

Frequency

20

10

0
yes

no

do you like to switch over from this brand to other brand

TABLE NO: 5.15

Respondents based on if yes

particulars

Frequency

Percentage

Quality

10.0

Price

11

22.0

Credit

14.0

Customer satisfaction

2.0

Other

26

52.0

Total

50

100.0

Sources:- Primary data

Inference:
The above table infers 52% of the others, price will be more 22%,credit belong to the
14%

CHART NO: 5.15

if yes means
30

20

Frequency

10

0
quality

credit
price

other
customer satifaction

if yes means

TABLE NO: 5.16

Respondents based on suggest buy this brand

particulars

Frequency

Percentage

Yes

20

40.0

No

11

22.0

Some time

19

38.0

Total

50

100.0

Sources:- Primary data

Inference:
The above table infers that 40% belong to the Yes, 38% belongs to the some time
22% belong to the No

CHART NO: 5.16

do you suggeust your friend and relatives to buy this brand

30

20

Frequency

10

0
yes

no

some time

do you suggeust your friend and relatives to buy this brand

TABLE NO: 5.17

Respondents based on comments on quality

particulars

Frequency

Percentage

Superior then competitor

18

36.0

Equal to competitor

27

54.0

Inferior to competitor

10.0

Total

50

100.0

Sources:- Primary data

Inference:
Out of the total 50 respondents surveyed 54% of the respondents (a maximum) had
comments of equal to competitor,36% of the respondents had superior than competitor 10% of
the respondents belong to inferior to competitor.

CHART NO: 5.17

give me your comments on the quality of spinco brand

30

20

Frequency

10

0
superior then compet equal to competitor

inferior to competit

give me your comments on the quality of spinco brand

5.18 WEIGHTED AVEAGE METHOD

The Respondents are asked about some factors Listed below in the organization
Factors
Satisfied the quality
Viability
Discount provide
Point Weight age
Factors
Satisfied the quality
Availability
Discount provide

H.S
15
10
11
3
H.S
45
30
33

S
23
26
29
2
S
46
52
56

N
12
14
10
1
N
12
14
10

Total
103
96
99

Total
50
50
50

Average
2.06
1.92
1.98

Rank
1
3
2

Inference:The Value obtained is in positive where it inters that a change in one variable was on
opposite change in another variable from the correlation analyses it is interred that when the
customers understand about their then they adopt to the organization

5.19 CORRELATION
Satisfied with

X2

Y2

XY

Discount provide

Opinion on the

by the spin co

price of spin co

X
11
29
10
x = 50

Y
10
26
14
y = 50

y2 x N (y)2

(1004 x 3) (50 x 50)

1062 x3 (50)2

100
676
196
2
y = 972

(xy x N) (x x y)
x2 x N (x2)

121
841
100
2
x = 1062

972x 3 (50)2

3012 2500
3186 2500 2916 2500

512

686x 416
=

512

512
235,376

= + 0.95

534

CHAPTER VI

FINDINGS OF THE STUDY

surveyed 86%of the respondent (a maximum) had male

110
754
140
xy = 1004

80%of the total customer. 20% of the agent

54% of the respondents brand choice has been spin co brand

surveyed 44% of the respondents (a maximum)

Had purchased 5-10 yr

Most of the respondents may know the brand for agent 32%

The respondents selecting the brand 44% belong to the quality & price 10% of the
respondents

The above table infers that 52% belong to the spin co brand, 38% belong to the AFT
satisfied

The above table infer that 54% of purchase directly from the company

The above table infers that 36%of quick sales, 58%of cost benefit

The most respondents may opinion on price 40% normal, 32%respondents high

From above table shows that frequency of strong brand image is 56% of yes and 44% of
no

The total number of respondents 50, discount provide they satisfied 48%

The above table infers that 62% of the respondents belong to the No, 38%of the belong to
the yes.

The above table infers 52% of the others, price will be more 22%,credit belong to the 14%

The above table infers that 40% belong to the Yes, 38% belongs to the some time
22% belong to the No

CHAPTER VII

CONCLUSION & SUGGESTION

From this study we found that most of the customer and agent prefer from cone yarn
product because it provides quickly finished product.

Only some of the agent are well-known with the cone yarn product and other customer
does not have even the basic awareness about the hank product also those agent who
are having the hank product because it gives very slow of finished product while
comparing to cone yarn product

Consumer will switch for the reasons for increase in their purchase ability or income,
discounts offered by competitive companies

Thus the product shows variety seeking buying behaviors among the consumer and
hence the brand switching attitude in high. This is unavailable

CHAPTER VIII

LIMITATION OF THE STUDY

Due to shortage of time we did not meet more respondents

As spinco is enjoys a high brand equity in the might bias the findings

most of the customer did not spend more time in the questionnaire so it might affect
the quality of the data collection

The study is based upon small population like 50 sample

ANNEXURES
9.1 QUESTIONNAIRE
A STUDY ON MARKET SURVEY ON THE BRAND EQUITY OF PONDICHERRY
CO OPERATIVE SPINNING MILLS LTD THIRUBUVANI
QUESTIONNAIRE
Name:
Age:
Sex:
Occupation

a) customer

b) agent

Name of the Organization:

1. What is your favorite brand?

a) Spin co b) AFT c) others.

2. How long do you consume this brand for business purpose?
a) 5-Yr

b) 5-10 Yr

c) 10-15 Yr d) 15-20 Yr e) >20Yr

3. How did you come to know about the brand?

a) Print Media b) Visual Media c) Friends d) Agent e) Others
4. In what basis you are selecting the brand?
a) Quality

b) Price

c) Brand name.

5. In recent period which brand you have purchase?

a) Spin co

b) AFT

c) others

6. What comes to your mind when, I say Spinco

7. Are you satisfied with the quality of the brand?

a) Highly Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied

e) Highly Dissatisfied
8. Channel of purchase?
a) Directly from the company
b) From the agent
9. Please specify the reason for using this brand?
a) Quick sales

b) Cost benefit

c) Traditional of purchasing availability

10. Your opinion on the price of Spinco product?

a) Very high

b) High

c) Normal

d) Low e) Very low

11. Your opinion on availability of Spinco brand in the market?

a) Highly Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly Dissatisfied
12. Whether Spin co is having a Strong Brand Image?
a) Yes

b) No

13. Are you Satisfied with the discount provide by the Spinco?
a) Highly Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly Dissatisfied
14. Do you like to switch over from this brand to other brand?
a) Yes b) No
a) If yes Means,
The Reason For to Switch Over
a) Quality b) Price c) Credit d) Customer Satisfaction e) Others
15. Do you suggest your friend and relatives to buy this brand?
a) Yes

b) No

c) Some time

16. Give me your comments on the quality of Spinco brand?

a) Superior then competitor
b) Equal to competitor
c) Inferior to competitor
17. Any suggestion on Spinco

__________________________________________________________________
_____________________________________________________

9.2 BIBILIOGRAPHY

BOOKS
1.Marketing Management Philip Kotler [PRENTICE HALL OF INDIA PVT,LTD NEW
DELHI-110001,2003.] 11th EDITION
2. Research Methodology C.R.Kothari[NEW AGE
INTERNATIONAL(P)LIMITED,HYDERABAD]
2ND EDITION.
3. Marketing Dr N. Rajan and sanjith.R.Nair[SULTAN CHAND&SONS Daryaganj
New Delhi-110002,1987]6th EDITION.
4. Marketing Management S.A.Sherleker[PRENTICE HALL OF INDIA PVT,LTD NEW
DELHI-110001,2003.] 1stEDITION

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