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A STUDY ON DEALER’S PERCEPTION ON RUBCO COIR

MATTRESS AT RUBCO INTERNATIONALS LTD KANNUR.

Report By
JERIN KAROL C PHILIP
PGDM 09

SUBMITTED IN PARTIAL FULFILLMENT OF THE

REQUIREMENTS FOR THE AWARD OF PGDM

Under the guidance of

Mr.SANIL KUMAR

DCSMAT BUSINESS SCHOOL

DC COUNTY,PULLIKKANAM,VAGAMON
IDUKKI,KERALA 685503

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CERTIFICATE

This is to certify that the project entitled “Dealers perception

on Rubco coir mattress” is the bona fide record of the work
done by Jerin Karol C Philip, fourth trimester PGDM student
of DCMAT 2009 batch, submitted in partial fulfilment of the
requirements for the award of Post Graduate Diploma in
Management.

Faculty Guide: Mr.Sanal Kumar

Director: Mr.Ashok Kumar

Date: 2-07-2010
Place: Kannur

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ACKNOWLEDGEMENT

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ACKNOWLEDGEMENT

Success in activity is achieved not only by an individual own effort, but with the
support of many, known and unknown. It is my privilege to thank one and all
for their wholehearted help extended to me

I take this opportunity to express my sincere thanks and gratitude to

Mr.SATHAGOPAN, Marketing manager of Rubco International Limited, Kannur
and my external guide Mr.SANTHOSH, who gave me an opportunity of being
associated with the esteemed organization for a period of eight weeks.

I wish to acknowledge my sincere gratitude to Mr. CRIS ABRAHAM Tutor

of PGDM 09 .I am immensely grateful to Mr. SANAL KUMAR Lecturer of
DCSMAT , VAGAMON for his help, constant guidance and encouragement
during the course of study. Without his earnest supervision expert advice and
appreciation, this work would not have taken its present form and to all faculty
members for inspiring assistance and coordination in materializing this project.

My overriding debt continues to be to my family members and to my

friends for their constant love, support and care. Last but not least; I thank
almighty god for his presence and blessing in every step

JERIN KAROL C PHILIP

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TABLE OF CONTENTS
PARTICULARS PAGE
NO.
1 CERTIFICATE 3
2 ACKNOWLEDGEMENT 4
3 INTRODUCTION 7
4 INDUSTRY PROFILE 13
5 COMPANY PROFILE 15
6 LITERATURE REVIEW 25
7 OBJECTIVES 36
8 PURPOSE OF THE STUDY 38
9 RESEARCH METHODOLOGY 39
10 ANALYSIS 45
11 FINDINGS 60
12 SUGGESTIONS 62
13 CONCLUSION 63
14 REFERENCES 69

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INTRODUCTION

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INTRODUCTION

Marketing is everywhere. Formally or informally, people and organizations

engage in vast number of activities that we could call marketing. Good
marketing has become an increasingly vital ingredient for business success.
And marketing profoundly affects our day-to-day lives. It is embedded in
everything we do-from the clothes we wear, to the Web sites we click on, the
ads we see..

Marketing more than any other business function, deals with

customers. Marketing is managing profitable customer relationships. The two
fold goal marketing is to attract new customers by promising superior value
and to keep and grow current customers by delivering satisfaction. The
concepts of exchange and relationship lead to the market concept. A market is
the set of actual and potential buyers a product or service.

Marketing is the process by which company create value for customers

and build strong customer relationship in order to capture value from
customers in return. Marketing management is art and science of choosing
target markets and building profitable relationship with them.

CONSUMER PERCEPTIONS OF COUNTRY OF ORIGIN

Global marketers know that buyers hold distinct attitudes and beliefs about
brands or products from different countries. These countries of origin
perceptions can effect consumer decision making directly and indirectly. The
perceptions may be included as an attribute in decision making or influence
other attributes in the process. The mere fact that a brand is perceived as
successful on a global stage may lend credibility and respect. Several studies
have found the following.

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 People are often ethnocentric and favourably predisposed to their

own country’s products unless they come from a less developed
country.
 The more favourable a country’s image, the more prominently the
“Made in ................”label should be displayed.
 The impact of country of origin varies with the type of product.
Consumers want to know where a car was made but not the
lubricating oil.
 Certain countries enjoy a reputation for certain goods: Japan for
automobile and consumer electronics; the united state for high-
tech innovations, soft drinks, toys, cigarettes and jeans; France for
wine, perfume and luxury goods.
 Sometimes country of origin perception can encompass an entire
country’s products. In one study, Chinese customers in Hong
perceived U.S. products as prestigious, Japanese products as
innovations and Chinese products as cheap.

Marketers must look at country-of-origin perceptions from both a

domestic and a foreign perspective. In a domestic market, these
perceptions may stir consumer’s patriotic notions or remind them
of their past. As international trade grows, consumers may view
certain brands as symbolically important in their own cultural
heritage and identity. Patriotic appeals have been the basis of
marketing strategies all over the world, but they can lack
uniqueness and even be overused. During the Reagan
administration in the 1980s, a number of U S brands in a diverse
range of product categories used pro-American themes in their
advertising perhaps diluting the efforts of all as a result.

In some cases, consumers don’t know where brands come from,

because the brand has become intertwined with multiple
countries or the country of origin is not widely known. In surveys
consumers routinely guess that Heineken is German and Nokia is

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Japanese. Few consumers know Haagen-Dazs and Estee Launder

originated in the United States.

With so much outsourcing and foreign manufacturing, it’s hard to

know what the actual country of origin really in anyway. Only 65%
of the content of a Ford Mustang comes from the United States or
Canada, whereas the Toyota Sienna is assembled in Indian with
90% components. Foreign auto makers are pouring money in to
North America, investing in plants, suppliers and dealerships as
well as design, testing, and research centers.But what makes a
product more “American”-having a higher percentage of North
American components or creating more jobs in North America?
The two measures may not lead to the same conclusion.

Companies can target niches to establish a footing in new

markets. China’s leading maker of refrigerators, washing
machines, and air conditioners, Haier, is building a beachhead in
the United States with U.S. college students who loyally buy its
mini fridge at Wal-Mart and elsewhere.Haier’s long-term plans are
to introduce innovative products in other areas, such as flat-
screen TV sets and wine-cooling cabinets.

As they make progress, companies can start to build local roots to

increase relevance, as Toyota has done.

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PERCEPTION
A motivated person is ready to act. How he or she acts is influenced by
his or her view of the situation. In marketing, perceptions are more important
than the reality, because it’s perception that affect consumer’s actual
behaviour. Perception is the process by which we select, organize, and
interpret information inputs to create a meaningful picture of the world. The
key point is that it depends not only on the physical stimuli, but also on the
stimuli’s relationship to the surroundings field and on conditions within each of
us. One person might perceive a fast-talking salesperson as aggressive and
insincere; another, as intelligent and helpful. Each will respond differently to
the salesperson.

In marketing, perceptions are more important than the reality, as

it is perceptions that will affect consumer’s actual behaviour.
People can emerge with different perceptions of the same object
because of three perceptual processes: selective attention,
selective distortion, and selective retention.

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INDUSTRY PROFILE

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INDUSTRY PROFILE
India is one of the largest natural rubber producers in the world.
Now it is occupies the fourth most position in the production of natural rubber.
Thailand, Indonesia and Malaysia occupy the first, second and third positions,
accounting for more than 9% of the global output. India ranks fifth in terms
acreage, fourth in terms of production and first in terms of productivity in the
world. The rubber plantation sector in India is dominated by small holdings (0.5
ha or less) that account for 88% of the production.

Rubber cultivation in India has been traditionally confined to the hinder

lands south west coast. Mainly the Kerala state and Kanyakumari district of
Tamilnadu. The non-traditional regions cultivating rubber include coastal
Karnataka, Goa, and Konkan region of Maharashtra, Coastal Andhra Pradesh,
Orissa the North Eastern States and Andaman and Nicobar Islands.

The rubber plantation sector employs about for lakhs persons directly
with a good number of them being women. Being a tree crop it has
tremendous potential in eco-restroration.Rubber plantation also provide a
variety of ancillary products like honey, seed oil calx rubber wood and scope
for rearing honey bees. Commercial cultivation of rubber in India was started
in 1902.

Rubco rubberized coir mattresses are manufactured using the machinery

as well as the technology from DOA, Austria. The DOA sheet forming machine
has the unique advantages of producing uniform density vertical oriented fiber
sheet vertical fiber orientation (VFO) ensure extra cushioning effect and high
durability in the mattresses. Further, considerable sheet thickness densities
varying from 80 kgs/c.u.m. to 25080 kgs/c.u.m. can be obtained.

Rubco mattress production is among the very few in the country to

employ state of the art Austrian machinery. The machinery as well as
technology is sourced from DOA Austria. The planned has an annual installed
capacity of 4.8 million units.

Comprising of mattresses, pillows, and other rubberized coir products.

The furnishing section is equipped with the most modern computer controlled

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machines imported from UK and USA. Strict quality control is observed at

every stage of the production or ensures the Rubco rubberized coir mattresses
always measure up to the highest standards.

Rubco mattresses are firm without being hard and extremely durable. As
they do not sag they are very comfortable and ensure a healthy and restful
sleep. Rubco rubberized coir mattresses are crafted from the finest materials
and finished to perfection in one of the India’s most modern manufacturing
plants

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COMPANY PROFILE .

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RUBCO Group: Profile:

Kerala state Rubber Co-Op Ltd (RUBCO) was established on 9th
June 1997.Rubco sales International Ltd is one of the undertakings of Kerala
state rubber co-op Ltd which is incorporated in the year 1999.

Rubco is a short span, redefined the way the co-op sector functions and set the
pace for the co-op movement in Kerala only. Rubco was set up in the year 1997
with the objective of efficiently and effectively utilising the abundantly
available rubber resources in kerala.today,from the single unit rubco has been
grown into a 280 crore conglomerate with well diversified operation and
market presence extending beyond the boundaries of kerala.Rubco now
manufactures and markets a wide variety of products from footwear to
furniture, from cycle tubes to mats and mattress and now they started rubber
mixing plant thread manufacturing plant and hair oil named lush. Rubco has
also entered into technological alliances with world leaders in the respective
fields, sourcing form them state –of-the-art technology.

Substantial investments in modern manufacturing facilities coupled with well

organised marketing activities, have been rubco’s products earn reputation for
quality and significant market shares.

Rubco is the largest exports of natural rubber in the country today. Even in
the domestic market, Rubco is the major supplier of natural rubber to all
leading tyre wiz in india.Rubco is also a govt intervention agency towards
market stabilization and has been scaring the farming community directly and
indirectly to get reasonable price, arresting drastic fall in price during the peak
production period. Rubco’s policy in natural rubber trading has been a
harmonious bland of social obligation and commercial practicability.

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REGISTRATION
Rubco was registered by the registrar of co-operative societies on 9th June
1997 natural rubber and to ensure a reasonable price to rubber growers and
also to share value addition with them.

BOARD OF DIRECTORS
The administration and management of the co-operative rests in the board of
directors consisting of 15 members as follows.

1.9 directors elected by ‘A’ shareholders among themselves.

2.2 directors elected by ‘B’ class shareholders among themselves.

3.4 ex-officio directors via

a)Registrar of co-operative societies

b) Chairman the Indian rubber board

c) President, Kerala state co-operative bank ltd

d) Managing Director Rubco.

Mr. Narayanan is the dairyman of Rubco, is a veteran co-operator and is

holding various positions as chairman in central and state legislative
assemblies.

Mr. Jacob D Mathew is the managing director of Rubco, having more than 25
years of experience as chief executive officer in co-operative sector.

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PROMOTERS
Government of Kerala (GOK) along with Indian Rubber Board and some
district and primary co-operative banks in Kerala are the promoters of Rubco
Government of Kerala (GOK) hold the majority of shares

The top 10 share holders are

1. Government of Kerala

2. Rubber Board

3. Kottayam District Co-operative Bank

4. Ernakulam District Co-operative Bank

5. Calicut District Co-operative Bank

6. Kannur District CO-operative Bank

7. Thiruvanthanpuram District Co-operative Bank

8. Kollam District Co-operative Bank

RUBCO GROUP OF UNDERTAKING

Rubco group of undertaking are still in the process of establishing systematic
procedure in all areas of operation.

HEAD OFFICE OF RUBCO

The head office of the Kerala state Rubber co-operative ltd is situated in
Kannur at Rubco house. The head office in charge managers and controls the
whole undertakings of the Rubco such as Rubco Hawaii chapel unit , Cycle tyre
and tube unit, mattress Division ,Natural rubber trading Division, Haut Wood
Pvt LTd,Rubco sales international Ltd,Rubco srrekandapuram Latex Pvt Ltd and
rubco tyre India Pvt Ltd.

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The managing director and the chairman are the top most authorities of the
head office followed by general managers of factories, finance manager,
administrative manager and project manager. The corporate head office has
approximately 25 staff members inducing the managers of different wings.

1. RUBCO HAWAI CHAPPAL UNIT: Rubco Hawaii chapel manufactures a

range of quality casual rubber foot wear.
2. The plant was built in technical collaboration with M.S Hitesh settan
SON, BHD, Malaysia. This unit produce both ultra light weight models.
The plant Has a production capacity of3.6 million pairs per annum.
3. This plant has been set up exclusively for manufacturing bicycle tyres
and tubes at the most economical cost with no compromise on quality.
The plant is equipped with imported machinery from U K and Taiwan
and has annual production capacity of 3 million tyres and tubes per
annum.
4. Rubco’s range of cycle’s tyres and tubes has advanced features such as
high non-skid depth, improved wet skid resistance and traction properly
more mileage and puncture resistance. High tensile cooper coated steel
bead wires add durability and rim holding capacity. The outdoor arrange
of cycle tyres is being exported to U K.This unit is located in
Vawyavchicham near Hawaii Chapel Division.

RUBCO MATRESS DIVISION

Rubco rubberized coir mattress division is an ambitious project

realized with an investment of 2.6 million the manufacturing plant is
among the very few in the country to employ advanced Austrian
technology and machineries sourced from DOA Austria technology
leader in the rubberized mattresses. The plant has an annual installed
capacity 4.8 million units, consisting of mattress and other rubberized
coir produts, manufactures a wide range of mattress catering to diverse
segment of the market annual production capacity 52800 units different
varieties of mattress.

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RUBCO HUAT WOODS PVT LTD

Rubco Huat Woods Pvt. Ltd is joint venture with long Haut group
Bernard of Malaysia a world leader in rubber wood furniture. This
division manufacture a range of elegant furniture’s and quality edge
glued panels using the eco friendly rubber wood. This plant has a
processing capacity of 40000 metric tons per year. The products are
being exported to UK, USA, Japan and many other countries. Across the
globe Rub wood, the furniture range, comprises of during table and
other designer wardrobes, futons, kitchen cabinets and computer and
office furniture’s and is available in a choice of designs and division.

NATURAL RUBBER TRADING DIVISION

Rubco’s natural Rubber trading division was started with its head
quarters at coding exclusively for the procurement, marketing,
distribution and export of natural rubber.

RUBCO TYRES INDIA PVT LTD

Rubco tyres India Pvt.Ltd. is a company promoted by Rubco for
manufacturing tyres and tubes for two wheelers, passenger cars and
trucks in phased manner. The ground work is under way and the division
will be launched in the near future. It will have a production capacity of
6 million tyres and tube annually.

RUBCO SREKANDAPURAM LATEX PVT LTD

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Rubco Sreekandapuram latter Ltd became a part of the Rubco

group when a loss making unit was taken over by Rubco by acquiring
65% of its share in a short span of time by sound back room operation
the unit was turned around and is today posting profits. The company
manufactures block rubber (ISNR) and pale latex crop (PLC) Rubco is in
the process of expanding the scope of operation of this within the
market trends.

RUBCO SALES INTERNATIONAL (P) LTD

Rubco Sales International Private Ltd.is a company promoted by

Rubco to sphere head the sales and marketing activities for rubco’s
entire range of products in the domestic and international market with
in a spot span of its inceptor RSIP could effectively develop a competent
net work domestically as well as globally and undertaken the successful
launch of rubco’s product.
Apart from gathering marketing information and monitoring the
supply chain system. This division is also responsible for nurturing and
sustaining excellent customer relation.
Kerala state rubber co-operative Ltd, Kannur is the manufactures
of rubberized coir mattress, pillows and cushions and marketed by
Rubco sale international (P) Ltd, which is situated at KVR tower, Kannur,
the unit was set up as head office of Rubco group.
Rubco sales international (P) Ltd is the sales and marketing outfit,
of entire Rubco group of comprise. The company is run by eminent
professionals with the active support from the management. The
company have already well established dealer/distributor network and it
is expanding its horizon throughout the world.
Apart from domestic sale company is exporting the range of
products to various continents. The company is having an excellent
feedback system from customers /dealers/distribution there by always
giving thrust to new product development and

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Customer satisfaction we are regularly exporting to US, Europe, Africa,

Middle east and other Asian countries .Capacity 6000 tonnes of
rubberized coir blocks employment 150 persons.

AIM OF RUBCO SALES INTERNATIONAL (P) LTD

 Maximum utilization market products
 Marketing all the Rubco products
 Maximization of sales in all Rubco products
 Low rate of complaints from customers
 Maximum satisfaction of the customers

QUALITY POLICY

The quality policy of the company is to give enhanced satisfaction

to their customers through the manufactures and supply of rubber wood
products at competitive prices by the use of modern manufacturing
facilities.
The company is committed to continuously improve the
performance in all spheres of its activities.

PRODUCT PROFILE

Rubco rubberized coir mattresses are scientifically designed to

provide proper support without compromising on comport. Rubco
rubberized coir mattresses are available in nine variants, each catering
to specific user Samuel.
The range comprises of everything from regular mattresses to
special orthopaedic models and high end luxury varieties.
They come in varying sizes and thicknesses, depending on the
specific use are meant for the VFO technology is a feature common to all
the models

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Nine rubberized coir mattress models are

1. 9.30 pm
2. Dosth
3. Safal
4. Relief orthopaedic mattress
5. Hi-Tech mattress
6. Heal mattress
7. Heaven mattress
8. Hi-Tech_Pillow top mattress
9. Yathri mattress
10.Travellers
11.Pillows and cushions

DOSTH MATTRESS

An economy model that offers true value for money

available in 2 inch, 3 inch, 4 inch thickness.

HEAVEN PLUS MATTRESS

Luxury model that’s elegant as it’s comfortable available in

5 inch thickness

SAFAL MATTRESS

A regular mattress that combines comfort and durability.

Available in 3 inch and 4 inch thickness

RELIEF ORTHOPAEDIC MATTRESS

A special scientifically designed for orthopaedic patient

available in 5 inch thickness

HI-TECH MATTRESS

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A high end model with an accent on finish and luxury.

Available in 5 inch thickness

HEAL MATTRESS

A quality product suited for use in hospitals available in 3

inch, 4 inch thickness and in customized thickness/dimensions

HI-TECH-PILLOW TOP MATTRESS

A superior mattress that meant for hotels, tourists resorts

etc. Available in 5 inch thickness and in customized thickness /
dimension

TRAVELLER

Travelling Purpose, Hostel purpose,3 fold, Thickness1-5”

Pillows and Cushions (Households).Mostly using for households

PRODUCT HIGHLIGHTS

 Vertical fiber orientation technology

 Uniform density throughout the mattress
 Better cushioning effect for better comfort
 Quality and durability
 Advanced Austrian machinery, sourced from ,DOA, Austria,
Technology leader in Rubberized mattress

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REVIEW OF LITERATURE
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REVIEW OF LITERATURE

BRAND PERCEPTION
Brand perception is consumer’s ability to identify the brand under
different conditions, as reflected by their brand recognition or recall
performance (Kotler &Lane, 2006).Brand recall refers to consumer’s ability to
retrieve the brand from the memory (Keller, 1993).According to the
improvement of measurement for brand equity, consumer-based brand equity
was described for four dimensions; brand awareness, brand association,
perceived quality, and brand loyalty (Pappu, et al, 2005). Brand awareness was
defined as the consumer’s ability to identify or recognize the brand (Rossiter
and Percy, 1987). It refers to the strength of a brand presence in consumer’s
minds. Brand awareness has several levels starting from the less recognition of
the brand to dominance (Aaker, 1991). Perceived quality was evaluated and
decided by consumers. Perceived quality is another valuation of brand to push
the customer to buy products.

Brand building has been around for centuries as a mean to

distinguish the goods of one producer from those of another. The earliest signs
of branding in Europe were the medieval guilds’ requirement that craftspeople
put trademarks on their products to protect themselves and consumers against
inferior quality. In the fine arts, branding began with artists signing their works.
Brands today play a number of important roles that improve consumers’ lives
and enhance the financial value of firms (Kotler & Lane, 2006). Brand
awareness and brand perceived quality as the significant factors to create and
maintain brand equity. There are positive relationship among brand
awareness, perceive quality and brand equity (Aker, 1996, Buzzel & Gate,
1987). The marketing program has effect to improve the perceive quality of
brand for different customers.

While the literature on the brand and on brand relationship is

rich in marketing literature (Aaker 1991; Aaker 1997; Davis 2002; Keller 1993;
Sutherland and Galloway 1981) we wish to more closely examine the

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association that are produced and referenced with the appearance of

television advertising and its effectiveness in terms of impact on brand
familiarly and likeability. The Super Bowl telecast showcases a complicated
network of brand associations-the ads, the teams and the athletic contest- in
the highly touted and expensive television commercials that air during the
roadcast. Corporations make large investment in their brands and, along with
the growth of the Super Bowl as a major televised event, some companies
have aligned themselves with the image of the Super Bowl year after year.
They do this in part because corporations can utilize the high publicity and
public awareness this sports properly receives to gain both access to and
association with their target audience for greater exposure of their
brand(s).Ideally, such associations yield increased sales. Sutherland and
Galloway (1981) state, “products that are advertised heavily have a status
conferred upon them-they are felt by consumers to be ‘the more popular’
products. The media are assumed to carry that which is more important, more
in demand, more notorious. Just as ‘the ordinary person’ does not appear on
TV, neither does ‘the ordinary product” (p. 27). The authors conclude,
“Advertising (media prominence) function as a significance cue to the
customer in judging what is and is not acceptable and popular with others” (p.
28). A presence on the Super Bowl is currently seen as the sine que non of
leadership status and popularity within a category. It is considered not only an
opportunity for big exposure but also for enhancing the perceived status of the
brand (Russell and Burns 2001).

In examining college football fans, Madrigal (2000) points out that

fan identification can even extend from support of a team to support of
companies that sponsor and are associated with that team. He states, “ loyalty
toward a preferred team may have beneficial consequences for corporate
sponsors. Consistent with the idea of in group.

Favouritism, higher levels of team identification among

attendees of a sporting event appear to be positively related to intentions to
purchase a sponsor’s products” (p.21). Trusdell (1997) lends support for this
claim describing one survey that found that over 70% of NASCAR fans purchase
the products of NASCAR sponsors. Madrigal (2000) also claims, “ favourable

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purchase intentions are more likely to occur as identification with the team
increases and when intentions are perceived as a group norm” (p.13).
Comparable wisdom and aspirations undoubtedly exist for those companies
that produce advertisements.

Bellamy (1998) points out that, “ with a seemingly endless

proliferation of television channels, sport is seen as the programming that can
best break through the clutter of channels and advertising and consistently
produce a desirable audience for sale to advertisers” (p.73). He also claims that
sports broadcasts provides a television network, economically speaking, with
“ a level of product differentiation that distinguishes it from its rivals. This
often takes the form of “branding” (p. 73). Wenner (1989) adds that sports
programming is a good proposition because this type of programming offers
the desirable, and relatively hard-to-reach, male audience between the ages of
18 and 49. He claims the sports programming demographic tends to be well
educated with considerable disposable income and “advertisers are willing to
pay top dollar for this audience because they tend to make purchase decisions
about big-ticket items, such as automobiles and computers”.

Preeti Suchanthi (emotional branding in pharmaceutical industry

2002) said that it will take a while for pharmaceutical brands to leverage the
same kind of returns that FMCG’s have from communicating emotional values
in building loyalty, but it is an area, which should definitely not be neglected.

The inference from the survey findings, and various theories and
concepts it is evident that OTC drugs need to be marketed aggressively like an
FMCG brand. Long-term brand loyalty can be established only with a sustained
campaign. While product attributes and pricing do play a significant part in
influencing customers choose a particular brand, an ongoing advertising
campaign touching the consumers in an emotional manner, will enable top-of-
the mind recall and help build long term brand loyalty. Additionally all of the
brand’s communication, including press advertising, public relations (PR),
online, direct marketing should focus on the emotional values. This will help
deliver a consistent message.

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IRVINE, Calif., (June-4-2004, Best Interior Styling Among

New Vehicle Brands Named in Consumer Perception Study) announces the
results of the ‘Interior Styling’ segment of its consumer automotive
perceptions research study, Brand Watch. Interior styling continues to be an
important factor among active car buyers, as it plays a significant role in overall
cabin comfort. Active new vehicle shoppers ranked the interior styling of
vehicle brands based on overall comfort, headroom and legroom, as well as
interior design throughout the cabin including intelligent layout, quality
material, convenient compartments and superior ergonomics. According to
Brand Watch, Toyota brands topped the ranking for having the best interior
styling in four vehicle categories. Two domestic vehicle brands also claim top
spots in the interior styling in addition to one well-known German luxury
brand.

Toyota nearly swept the non-luxury categories when it comes to

interior style taking the top spot in the minivan, non-luxury SUV, and non-
luxury sedan categories. Toyota’s luxury brand Lexus bested all other luxury
brands for the No. 1 spot in the luxury sedan category. Two domestic
manufactures also garnered top positions for having the highest rated interior
cabins. GMC was chosen by in-market, new-vehicle shoppers as having the
best interior styling in the truck segment and Cadillac beat high-powered
luxury import brands Lexus, BMW and Mercedes-Benz for best interior style in
the luxury SUV category.

Jarlhem, Manthana and Mihailescu, Raluca. (2004), Brand

Extension The study of consumer perception of the parent brand and its
extended brand personality finds that in an ever more rising competitive
environment, brand marketers are looking for ways to expand their portfolios
and at the same time decreases the costs of the new products introduced as
well as diminish the risk of new product failure. One of the most popular ways
to achieve this is to put a new product created in another category under the
name of an existing brand, called brand extension. However, this approach is
full of ups and downs that affect the consumer’s behaviour. On this basis, this
study find out that how do consumers perceive the parent brand and the
extended brand’s personalities. The thesis is based on using related literature

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and a quantitative survey in order to answer the following four main research
questions: What are the parent brands and the extended brand’s personalities
that the company wants to be perceived? How do the consumers perceive the
parent brand’s and the extended brand’s personalities? Are there are
correlations between the perception of the parent brand personalities and the
extended brand personalities? Are there are relationships between the parent
and extended brand’s personalities regarding the consumer’s perception?

Samuel M. McClure, Jian Li, Damon Tomlin, Kim S. Cypert, Latane

M.Montague, and P. Read Montague: “Neural Correlates of Behavioral
Preference for Culturally Familiar Drinks” (Published in Neuron, Volume 44,
Number 2, October 14, 2004).The preference for Coke versus Pepsi is not only
a matter for the tongue to decide, Samuel McClure and his colleagues have
found. Brain scans of people tasting the soft drinks reveal that knowing which
drink they taste affects their preference and activates memory-related brain
regions that recall cultural influences. Thus, say the researches, they have
shown neurologically how a culturally based brand image influences a
behavioural choice.

These choices are affected by perception, wrote the researchers,

because “there are visual images and marketing messages that have insinuated
themselves in to the nervous system of humans that consume the drinks.”
Even though scientists have long believed that such cultural message affect
taste perception, there had been no direct neural probes to test the effect,
wrote the researchers. Findings about the effects of such cultural information
on the brain have important medical implications, they wrote. “There is
literally a growing crisis in obesity, type II diabetes, and their entire squeal that
result directly from or are exacerbated by over consumption of calories. It is
now strongly suspected that one major culprit is sugared colas, “The
researchers concluded that their findings indicate that two separate brain
systems- one involving taste and one recalling cultural influence- in the
prefrontal cortex interact to determine preferences.

Study Finds Wii Leading Consumer Brand Perception December

12, 2006. Toronto-headquartered research firm BrandIntel has released the
latest in its weekly next-gen tracker studies finding the Wii seeing more

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competition from the Xbox 360 for positive sentiment. The tracker bases its
‘sentimental averages’ based on a number of discussion criteria such as
general appeal, purchase intent, and brand image to get an overall look of
consumer perceptions of each individual next-gen console. According to Brand
intel, perceptions of the Wii have ‘cooled’ somewhat due to availability
hortages, but the company says, it continues to be in the overall top discussion
position due to its low cost and revolutionary controls.

The study depicts the highest rate of positive discussion for the
console-despite slightly trailing the Xbox 360-and its processor ranks above
average; overall perceptions are tarnished by its low availability, and especially
by its price/value ratio. “Discussions of the Cell Processer and graphics, says
Brand Intel, “may be the key to changing consumer perceptions in the future
as it currently represents its strengths.”

Ciba Arbor conduct an Attitude & Usage Study (“A&U”). CX 221.

The specific goals of the 1987 A&U study were to determine awareness and
use of Doan’s user profiles, brand perception, and reactions to a new Doan’s
concept CX 221-h. A total of 390 telephone interviews were conducted. Almost
all respondents were aware of Doan’s. CX 221-t. Despite Doan’s high brand and
advertising awareness, Doan’s has been tried by less than one third of
backache sufferers. CX 221-v.

In the portion of study related to brand perception, one question

asked the respondents to rate the brands they were aware of on 14 different
attributes. One of the attributes listed was: “Is the most effective pain reliever
you can buy for backaches. “CX 221-x. The results for this question show that
on mean values, Doan’s was at 4.4, which was third after Extra-Strength
Tylenol, 5.1, and Advil, 4.8, Bayer was fourth at 4.2. CX 221-z-72.

The study also noted that STRONG ENOUGH FOR ME is the most
important dimension tested and was almost twice as important as the next
most important dimension GOOD VALUE. MAXIMUM STRENGTH AND SAFE
are the next most important. If a brand is perceived as being for BAD PAIN
ONLY, it loses on preferences. Being BACKACHE SPECIFIC is not important.
(Emphasis in the original) CX 221-z-7.

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The perception of the brands in Second Life: Reperes market

research (Alistier krono 2007) Paris-based market research agency Reperes
have made study on the perception of the presence of brands in Second Life.
This is the latest of several market research studies on Second Life. The report
looked at the perception of the brands in SL, offers advice for establishing a RL
brand and gives an evaluation of the marketing initiatives deployed by brands
to date. Contributing to the research were 1,085 avatars interviewed between
13-18 March 2007.

The study found in part surprising-the brand recall (prompted and

spontaneous) of the companies in Second Life. Coming out on top is Adidas
with 69% awareness from the study. No surprise here as the virtual Adidas
store is an obvious interpretation of a first step in to SL and is frequently
referenced in media. BMW bests Mercedes Benz which I feel is slightly
surprising and also of interest because the Mercedes island is a much better
consumer venue than BMW. The Starwood Hotels Aloft concept scores
weakly. I think this is due to the fact that this island was from ‘the early days’
(2006) and therefore the newer residents missed the coverage. Shame,
because it’s a great place. What surprised the most was PA Consulting. They
came bottom in this research which is odd because they push their venue hard
with good events and initiatives such as their demo second island.

Consumer Perception is that Healthy Ingredients Equal Eco-

Friendly; Green Logo Increases Environmental Fee 1 New York – July 6, 2006.
A new study conducted by branding firm Landor Associates, shows that fifty-
eight percent of the general population surveyed considers itself “Not Green
Interested.” These self-proclaimed “non-green” individuals do not care about
environmentally friendly practices, including recycling, corporate social
responsibility, or natural and /organic ingredients.

The study, which was conducted among 510 males and females
ages 18 and over, identifies that twenty-five percent of the respondents
consider themselves “Green Interested,” meaning that while this group is
concerned about the environment, it is not active in its defence. The remaining
seventeen percent surveyed are, in fact, “Green Motivated” meaning that they
feel it’s very important for a company to be Green. The Green Motivated

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individuals do base purchase decisions on whether or not a brand reflects

Green behaviour in its packaging, ingredients and corporate actions. The
Landor study also revealed that while 2 out of 3 consumers can not name a
brand they consider to be Green, there are differences between perception
and reality on what companies are Green. To consumers, a Green brand uses
technology that is environmentally friendly and uses natural and organic
ingredients in its products. Brands placing emphasis on supporting
environmentally responsible organizations or donating money to
environmental causes, however, did not receive recognition as being “Green.”

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OBJECTIVES ,
LIMITATIONS,
SCOPE AND
PURPOSE OF STUDY

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OBJECTIVIES OF THE STUDY

The project was under taken with the objective of find out the following

1. To study about dealers perception on coir mattress

2. To study customers perception on coir mattress
3. To evaluate the relative performance of Rubco mattress
4. To measure the efficiency of distribution of Rubco coir mattress.

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LIMITATIONS OF STUDY

1. The sample size was restricted to 50, this may not represent the total
population
2. The study was conducted only in kannur district, respondent’s bias.

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SCOPE OF STUDY

The scope of the study is to observe the present conditions, to collect and
analyze the data and to arrive at conclusions as to the lapses in the facilities
provided and to suggest the ways and means to improve the relative
performance of the product. The scope of the study can be viewed under the
following headings.

TO THE RESEARCHER
The research could gain practical knowledge about the various factors that
determine brand perception of dealers on coir mattress. The researcher had an
opportunity to interact with the respondents of different levels in the market
and got to know their opinion on brand perception of coir mattress.

TO THE ORGANISATION
The study will be enable the company to know where they stand in dealing
with brand perception of dealers and with the relative performance of their
brand in competition and how well they can improve on this subject. Being a
large company with a number of branches the study will be useful to analyze
various factors affecting in brand perception and relative performance of their
brand in a specific market. This study has a wide scope of application and
further investigation.

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PURPOSE OF STUDY

PURPOSE OF THE STUDY

The purpose of the study was to find out dealers perception on Rubco
coir mattress.

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RESEARCH METHODOLOGY
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RESEARCH METHODOLOGY

SAMPLING

Sampling may be defined as the selection of some part of an aggregate

or totality on the basis of which a judgement or inference about aggregate or
totality is made. In other words it is the process of obtaining information about
an entire population by examining only a part of it.

METHODS OF SAMPLING

There are two main categories under which various sampling methods
can put .They are

1. Probability sampling
2. Non-probability sampling

PROBABILITY SAMPLING

A probability sample is called random sample. It is chosen in such a way

that each member of the universe has a known chance of being selected.

NON PROBABILITY SAMPLING

In non probability sampling the chance of any particular unit in the

production being selected is unknown. Since randomness is not involved in
the selection process, an estimate sampling error cannot be made. But this

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does not means that the findings obtained from this sampling are of
questionable.

SAMPLE TRECHNIQUE

In this study convenience and judgment sampling methods were used

for selecting the respondents. Samples were selected from the various part
of the Kannur District.

CONVENIENCE SAMPLE

Here the elements are selected for inclusion in the sample based on the
ease of access. They are the least reliable design but normally the cheapest
and easiest to conduct. Researchers generally use convenience samples to
obtain large number of data quickly and economically. When the samples are
selected from the population on the basis of ease of access, it can be call as
convenience sampling.

JUDGMENT SAMPLING

When a person is knowledgeable about the about the population under

study chooses sample members he feels would be most appropriate for
particular study. Thus sample is selected on the basis of his judgement.

SAMPLE SIZE

The sample size for this study was 50 retailers from different parts of
Kannur.

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AREA OF THE STUDY

The area of the study was confined to Kannur district

STATISTICAL TOOLS

The researcher has applied certain statistical tools for study the framed
objectives. For this research percentage analysis, cross tabulation technique
are used.

RESEARCH METHODOLOGY

Research is a careful, patient, systematic, diligent enquiry or examination in

some field of knowledge undertaken to establish facts or principles. This is the
way to systematically solve the research problem. Research methodology not
only takes of the researcher’s method but also considered the logic behind the
methods we use in the context of our study and explain why we are using a
particular method or technique and why we are not using others so that the
research results are capable of being evaluated either by researcher himself or
by others.

RESEARCH DESIGN

The research design is using when the study is descriptive in nature. It seeks to
describe the characteristics of the population and it seeks to determine who,
what, when, where, how, and to whom to ask questions. Accuracy is the goal
of descriptive research but it is almost impossible to eliminate errors
completely.

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SOURCES OF DATA

There are basically two sources of data namely primary and secondary data.
Primary data are collected for the first and thus they are original in character.
It is the well known method of acquiring marketing information by
communicating with the sample respondents. For this purpose a questionnaire
has been used which give more accurate information and can make one feel of
the real situation existing to the market.

DATA COLLECTION

For collecting the primary data questionnaire were used as instrument of data
collection. Two types of questionnaire were used for two different kinds of
sample i.e, retailers and the customers. All the respondent of same kind were
asked the same questions in the same passion and they were informed the
purpose of study.

RESEARCH INSTRUMENT

Data were collected by using questionnaire as an instrument. The data

collected through questionnaire have been used for further analysis.

QUESTIONNAIRE DESIGN

A standardized questionnaire was used to collect data on brand perception

and to evaluate the relative performance of Rubco Mattress among the
customers and retailers, the researcher have contributed this effort in framing
the questionnaire. The purpose of study is explained clearly to the
respondents. The questionnaire was made in a form to elicit all the needed
formation from all the respondents. Nothing about the purpose of the study
was concealed to the respondents.

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ANALYSIS AND
INTERPRETATION
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ANALYSIS AND INTERPRETATION

MOST PREFERENCE BRANDS

BRANDS FREQUENCY PERCENTAGE%

RUBCO 26 52
SULFEX 10 20
KURLON 5 10
SUNIDHRA 5 10
KOHINOOR 2 4
DUROFLEX 2 4
TOTAL 50 100.0

INTERPRETATION

From the above table it is found that majority of the respondents

preferring Rubco as their first choice. Above 52%, followed by Sulfex
Kurlon etc.This shows Rubco is having good brand loyalty among the
customers.

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MOST PREFERENCE BRANDS

60

50

40

30

20

10

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REASON FOR STOCKING PARTICULAR BRAND

FACTORS FREQUENCY PERCENTAGE

BRAND AWARENESS 10 20

QUALITY 15 30

PRICE 5 10

PRODUCT DEMAND 15 30

AFTER SALES SERVICE 5 10

TOTAL 50 100

INTERPRETATION

The table reveals that quality and product demand is the two important
factors that influencing the decision of stocking particular brand. It is followed
by brand awareness , price and after sales service. So the table shows the
quality and product demand is the main factors affecting stocking decision.

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STOCKING OF PARTICULAR BRAND

16

14

12

10

0
BRAND QUALITY PRICE PRODUCT AFTER SALES
AWARENESS DEMAND SERVICE

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BRAND IN TERMS OF QUALITY AND STANDARDS

FACTORS FREQUENCY PERCENTAGE%

RUBCO 20 40

SULFEX 7 14

SUNIDRA 6 12

KURLON 7 14

KOHINOOR 5 10

DUROFLEX 5 10

TOTAL 50 100

INTERPRETATION

From the above table it is found that majority of the customers 40%
preferring Rubco as their quality and standards, followed by kurlon sunidra etc.

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BRAND IN TERMS OF QUALITY AND STANDARDS

20

18

16

14

12

10

0
RUBCO SULFEX SUNIDRA KURLON KOHINOOR DUROFLEX

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AFTER SALES SERVICE

BRANDS FREQUENCY PERCENTAGE%

RUBCO 25 50

SULFEX 6 12

SUNIDRA 8 16

KURLON 5 10

KOHINOOR 3 6

DUROFLEX 3 6

TOTAL 50 100

INTERPRETATION

The above table shows the majority of dealers pointed out that Rubco is
providing good after sales service, 16% by sunidra and the least by Kohinoor
and duroflex by 6%.from this table we can come to know that respondents are
satisfied with after sales service of Rubco.

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AFTER SALES SERVICE

25

20

15

10

0
RUBCO SULFEX SUNIDRA KURLON KOHINOOR DUROFLEX

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FIRST PREFERING BRAND

BRAND FREQUENCY PERCENTAGE%

RUBCO 24 48

SULFEX 8 16

SUNIDRA 8 16

KURLON 6 12

KOHINOOR 2 4

DUROFLEX 2 4

TOTAL 50 100

INTERPRETATION

From the above table it is clear that majority of retailers 48% considering
Rubco as their first brand. Sunidra and Sulfex is the second. Giving least
preference to Kohinoor and Duroflex.

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FIRST PREFERING BRAND

25

20

15

10

0
RUBCO SULFEX SUNIDRA KURLON KOHINOOR DUROFLEX

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RATING OF RUBCO IN TERMS OF PRICE

LEVEL OF RATING FREQUENCY PERCENTAGE%

VERY HIGH 5 10

HIGH 43 86

MODERATE 2 4

LOW 0 0

VERY LOW 0 0

TOTAL 50 100

INTERPRETATION

From the above table it is found that majority of the retailers(86%) view
Rubco’s rate is high.10% opinion is that price it too high and 4% said it is
moderate.

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RATING OF RUBCO MATTRESS IN TERMS OF PRICE

100

90

80

70

60

50

40

30

20

10

0
VERY HIGH HIGH MODERATE LOW VERY LOW

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RATING OF DISTRIBUTION NETWORK OF RUBCO COIR MATTRESS

LEVEL OF RATING FREQUENCY PERCENTAGE%

VERY GOOD 40 80

GOOD 10 20

AVERAGE 0 0

BAD 0 0

VERY BAD 0 0

TOTAL 50 100

INTERPRETATION

From the table it is clear that 80% of retailers are telling that distribution
network of rubco is very good. They are getting the product as and when
required. 20% of retailers is telling that networking system is good. Any way
retailers are happy with the distribution network of rubco.

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RATING OF DISTRIBUTION NETWORK OF RUBCO COIR MATTRESS

Sales

0
0
0

20

VERY GOOD
GOOD
AVERAGE
BAD
VERY BAD

80

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FINDINGS
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FINDINGS

 First and for most thing is factors affecting the stocking decision is the
quality of the product.
 Retailers are not satisfied with the complimentary things offered by the
company
 According to them the pricing of product is high which is unaffordable to
common people
 From the study it is clear that Rubco is having a very good distribution
network
 Good will of the company is playing an important role in the sales of the
product. This increases the sales as well as the reputation.
 After sales service of Rubco is good while comparing to other companies
product.
 As Rubco is engaged in some other products, this helps them to acquire
a certain percentage of market for their products.
 Sales promotional activities of Rubco are poor while comparing to
products of other companies.
 At the same time advertisement given by the company for the product is
least. This influences the sales of the product.

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SUGGESTIONS
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SUGGESTIONS

 Company have to improve its promotion strategy , especially

advertising strategy. Company have to select more effective
media for its advertisement which will help to attract more
prospective customers towards the product.
 Company have to improve its sales promotional strategy by
offering more complimentary goods and services to retailers and
customers, which is the major factor which influencing the buying
decision of customers.
 Company have to improve the areas where they are lacking
behind its competitors and have to use its strength to attack the
competitors to capture more market segments , which will
increase the profitability and survivalist of the company.
 Company have to take some immediate action to improve the
retailers perception towards the product, for that company has
offer more retailers schemes to them.

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CONCLUSION

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CONCLUSION

The project titled DEALERS PERCEPTION ON RUBCO COIR

MATTRESS helps me to understand the retailer’s perception on
rubco coir mattress. The study helps to evaluate the company’s
relative performance in the market. The study also enables to
assess the efficiency of Rubco’s distribution network. The study
shows that the respondents have a good perception towards
rubco mattress and it has been good brand loyalty and brand
equity among its customers.

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ANNEXURE

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DEALER’S PERCEPTION ON RUBCO

COIR MATTRESS

1 Dealer’s / shop name:

2 Address :
3 Which branch are you mainly dealing with?
RUBCO SULFEX KURLON DUROLEX
4 Specify a reason for stocking particular brand?
Brand awareness Quality

Product Demand After sales service

Price Credit Offered

5 Will you please rate the brand on the following specification?

(Rate 1 to 5, 1 being the highest and 5 being the lowest)
Price Quality Durability Brand Sales
image Promotional
Activities
RUBCO
SULFEX
KURLON
DUROFLEX

6 Comparing all the above mentioned factors. Will you please rate the
following?
1 2 3 4 5
RUBCO
SULFEX
KURLON
DUROFLEX

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7 Your perception about the sales of Rubco in comparison with the

competitors?

Excellent Good Average Below average

Poor

8 Rating of sales promotional activities?

(Rate 1 to 5 ,1 being the highest and 5 being the lowest)
Offers Coupons Discounts Advertisement
RUBCO
SULFEX
KURLON
DUROFLEX

9 In your opinion which media is more suitable for giving advertisement?

TV Radio Print Hoarding Others

(Specify)

10 Your satisfaction level with the trade promotional activities of Rubco?

Most Satisfied Less satisfied

Neither satisfied nor dissatisfaction

Less dissatisfied

Most dissatisfied

11 Generally your opinion about RUBCO

opinion
Excellent Good Average Below Poor
Attributes average
Price
Quality

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Finish
Durability
Brand
Image

12 Does Rubco meet delivery requirements by the time your desire?

Never At least 70% Between 50-70%

Below 50% Always

13 Are you satisfied with the schemes and incentive offered by Rubco?

Yes No

If no specify the reason........................................................

14 Do you offer any financial assistance to your customers?

Yes No

15 If yes, what type of financial assistance?

Discounts Credits Instalment

16 Does advertisement made any impact on the sales?

17 Suggestions, if any please specify......

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BIBLIOGRAPHY

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BIBILIOGRAPHY

1 C.R Kothari, Research Methodology, New Age International Publishers

,2004.Second revised edition
2 David J. Luck& Ronald S Rubin ,Marketing Research, Prentice- Hall India
2001,seventh edition
3 Dr. D.D Sharma, Marketing Research Principles, Applications and Cases,
Sultan Chand & Sons,2005, Second revised edition
4 Philip Kotler, Marketing Management, Prentice-Hall India ,2004,
Eleventh Edition
5 Philip Kotler & Gray Amstrong , Principles of Marketing Prentice- Hall
India,2006, Eleventh edition
6 www.rubcointernatinalltd.

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