Professional Documents
Culture Documents
Project Report of VKC
Project Report of VKC
EXECUTIVE SUMMARY
The main objective of the project was to measure brand awareness of VKC
and the
customer buying behavior towards footwear.
First it aims at analyzing how well people are aware about VKC brand
and its seven
different products and finally understanding the buying behavior of
ultimate customers
and there by understanding the needs of customers and becoming the best
brand in
customer mind. The plan begins with measuring the brand awareness and
customer
buying behavior at both rural and urban area.
The project moves to the curse of the matter –where exactly VKC brand
stands in
consumers mind .firstly the objective of research and core strategy was
stated. After
starting the objectives and reasoning being them the actual research is described
targeting
the common people for surveys. The survey includes aspects such as
measuring brand
awareness and buying behavior between rural and urban with criteria’s
like quality,
pricing, income, promotion, income, availability of products, competitors,
and celebrity
endorsement. Suggestions are made on each and every of these aspects.
The plan then goes to customer analysis section. The customer base is
identified and
main two criteria’s that is rural and urban have been taken into
consideration while
segmenting the market. Then have tried to find out why customers buy
VKC products,
how they choose, what factors matter most when making their decision and
what more
they expect from VKC brands.
Finally other than the conclusions drawn from the analysis through surveys,
improvement
and innovation are recommended which has been given by the customer and
will
ultimately help the company to understand where they are now and if implemented
where
they can be future.
INDUSTRY PROFILE
Footwear is estimated to have started its long history of human use
during the ice age
some 5 million years ago. Unkind weather conditions are said to have
created the
necessity of the footwear. Other evidences show that footwear came to use at end of
the
paleolithic period, at about the same time the early humans learned the
art of leather
training.
Early pieces of footwear were made of wrappings, usually made of
leather or
dried grasses later on pieces were developed for an oval piece of leather which is
bound
by a piece of strong leather throngs. Sandals which are first crafted
footwear are the
successors to these wrappings.
In Egyptian funeral chambers, paintings show the different stages in the
preparation of leather and footwear. The images also show that in Egypt,
footwear
depicted power and class.
The pharaoh’s sandals were distinguished by the turn up toes, a
characteristic
which is missing in the commoners’ footwear. The images also show that
in Egypt
footwear depicted power and class.
The Egyptian sandals were crafted using straw,papyrus or palm fiber.later
on
Egyptian women adorned their footwear with precious stones and jewels.
Footwear is demanded by all income group people. Middle and lower income
group prefer low cost,durable,wear and tear resistant footwear that can be used in
all type
of domestic condition where as high income group prefer fashion oriented footwear.
HISTORY OF FOOTWEAR
Spanish cave drawings from more than 15000 years ago show humans
with
animal skins or furs wrapped around their feet. The body of a well-preserved
“ice-man”
5000 years old wears leather foot coverings stuffed with straw. Shoes in
some form or
another, have been around for a very long time. The evolution of foot
coverings, from
sandal to present-day athletic shoes that are marvels of engineering, continues
even today
as wSe find new materials with which to cover our feet.
Has the shoe really changed that much though? We are, in fact still
wearing
sandals-the oldest crafted foot covering known to us. Moccasins are still readily
available
in the form of the loafer. In fact, many of the shoes we wear today can be traced
back to
another era. The Cuban heel may have been named for the dance craze of the 1920s,
but
the shape can be seen long before that time. Platform soles, which are
one of the most
recognizable features of footwear in the 1970s and 1990s were handed down to us
from
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th
century chopines.the, high soles were a necessity to keep the feet off
of the dirty
streets. Today they are worn strictly for fashion’s sake. The poulaine, with its
ridiculously
long toes is not that different from the winkle-pickers worn in the 1960s.
If one can deduce that basic shoe shapes have evolved only so much, it
is
necessary to discover why this has happened.it is surely not due to a lack of
imagination-
the colors and materials of shoes today demonstrate that. Looking at shoes from
different
parts of the world, one can see undeniable similarities .while the venetians were
wearing
the chopine,the Japanese balanced on high-soled wooden shoes called get.
Though the
shape is slightly different, the idea remains the same. The venetians had no
contact with
the Japanese, so it is not a case of imitation. Even the mythical Chinese
practice of foot
binding has been copied (though to lesser extent) in our culture. Some European
women
and men of the past bound their feet with tape and squashed them into too tight
shoes.in
fact, a survey from the early 1990s reported that 88 percent of
American women wear
shoes that are too small.
As one examines footwear history, both in the west and in other parts of the world,
the similarities are apparent. Though the shoemakers of the past never
would have
thought to pair a sandal with a platform sole, our shoe fashions of today are, for
the most
part, modernized adaptation of past styles.
INDUSTRY CONCENTRATION
The Global Footwear Manufacturing Industry is considered to have a low
concentration
level. The four largest players in the sector are expected to account for around
only 6.9%
of industry revenue in 2010. The high labor intensity of most of the industry's
production
lends itself toward small operations. While large scale manufactures
operate in the
industry, developing countries also have a large number of
microenterprises that
manufacture footwear.
The top eight major players in the sector are expected to account for
about 8% of total
industry revenue. While industry concentration is considered to be low, based on
the top
four and eight companies, the overall footwear market is more
consolidated than other
apparel markets.
Concentration within the industry has increased in recent years due to
mergers and
consolidation of industry participants. This trend is expected to continue in the
future. For
example, the major player in this industry, Yue Yuen, has absorbed
several footwear
manufacturing operations over the last year. The level of industry
concentration is
expected to increase in the next five years as firms merge or consolidate
operations.
GEOGRAPHICAL SPREAD
North Asia will be by far the largest footwear manufacturing region. In
2009, it is
estimated to have contributed 59.6% of world production and 53.4% of
employment in
the industry. China will be the largest producer in the Global Footwear
Manufacturing
Industry and manufactured approximately 7 billion pairs of shoes or an estimated
58% of
total world production. Taiwan and Korea were previously large regional
producers.
While many large footwear manufacturing companies have headquarters in
these
countries, nearly all of the manufacturing takes place in China.
South East Asia is expected to be the second-largest region in terms of
pairs produced,
making up about 13.3% of total production and 12% of employment. These
regions
included Vietnam, which has grown from about 542.6 million pairs produced in 2004
to
an estimated 964.8 million in 2009. Vietnam's emergence illustrates how China
itself has
become vulnerable to cut-rate competitors. This is in contrast to other
Asian economies
such as Thailand, which sought to align themselves with China. Countries
such as
Thailand and Indonesia are still significant manufacturers, although not to the
extent that
they were in the 1990s.
India and Central Asia should make up about 9.6% of world production
with India the
largest contributor and Turkey the second largest. Despite this, this region
still made up
about 19.8% of employment due to the large number of micro businesses
that are
involved in footwear manufacturing in India. The Indian industry has grown
considerably
over the last few years as larger levels of overseas investment from
US, Europe and
Taiwan has seen the country become a viable location for producing mid-priced
footwear
products. The large domestic market also gives India the potential to grow
considerably
from an estimated 7.4% of world production in 2009.
South America should make up 6.9% of world production and 5.5%
employment. The
Brazilian footwear industry is expected to be the main contributor in
2009 with about
6.5% of pairs produced and 4.9% of employment.
While some Eastern European regions such as Romania are growing, most
manufacturers in Western and Southern Europe have struggled to compete
against the
increasing level of import penetration from Asia. Europe is expected to
make 5.3% of
Advertising and marketing of brand names are important ways for footwear producers
to
differentiate their products. Consumers are influenced by advertising and
brand image.
Improving these can lead to higher sales. Established products such as Nike, Adidas
and
high-end fashion brands, like Manolo Blahnik, Prada, DKNY and Gucci, can
limit the
effect of new footwear styles on the market as they hold such a large
portion of the
market. Greater spending on advertising is attributed to the power of
branding and the
larger the manufacturer the greater the success of creating a strong and
popular brand.
Fashion is also a form of differentiation and has influenced advertising
and marketing.
Fashion and social trends lead to changing demand for certain footwear styles in
the same
way that the popularity of sporting activities affects sales in athletic footwear.
The level of fitness awareness and the age of the population are social factors
that affect
demand. These affect the demand for particular types of shoes. For
example, with an
ageing population in some developed countries, the demand for walking
shoes may
gradually increase over sport shoes and school shoes. Seasonal factors
and weather
conditions also cause changes to demand conditions. Footwear sales vary
according to
seasonal and weather conditions around the world. For example, during the
cold winter
months, the sale of sandals will decrease and the sale of galoshes will increase.
Volatility can be created by fashion changes. These can fluctuate rapidly and are
difficult
to predict. A change in fashion can make footwear styles outdated and lead to poor
sales.
Changing fashion can also make some footwear more popular.
Styles of footwear and the popularity of different products may change,
but as long as
world population is growing, in the long term, revenue from footwear
manufacturing is
likely to continue to grow steadily.
Fluctuating competition from imports can create volatility. Import levels
vary as price
competitiveness relative to domestic footwear changes. This is also
influenced by
exchange rates and the presence of tariff restrictions and quotas.
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facilities for physical and chemical testing exist with the laboratories having
tie-ups with
leading international agencies like SATRA, UK and PFI, Germany.
One of the major factors for success in niche international fashion markets is
the ability
to cater them with the latest designs, and in accordance with the latest trends.
India, has
gained international prominence in the area of colors & leather texture
forecasting
through its outstanding success in MODEEUROP Design and Retail information
is
regularly made available to footwear manufacturers to help them suitably
address the
season requirement.
The Indian footwear industry is gearing up to leverage its strengths towards
maximizing
benefits.
Strength of India in the footwear sector originates from its command on reliable
supply of
resources in the form of raw hides and skins, quality finished leather,
large installed
capacities for production of finished leather & footwear, large human
capital with
expertise and technology base, skilled manpower and relatively low cost
labor, proven
strength to produce footwear for global brand leaders and acquired
technology
competence, particularly for mid and high priced footwear segments.
Resource strength
of India in the form of materials and skilled manpower is a comparative
advantages for
the country.
The export targeted from 2007-08 to 2010-11 as tabulated below reflects
the fact that
footwear sectors is the most significant segment of the leather industry in India.
India has emerged in recent years as a relatively sophisticated low to
medium cost
supplier to world markets-the leather industry in India has been targeted
by the central
government as an engine for economic growth. Progressively, the government
has
prodded and legislated a reluctant industry to modernize. India was noted as a
supplier of
rawhides and skins semi proceeded leather and some shoes.
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In 1970’s the government initially banned the export of raw hides and
skins, followed
this by limiting, then stopping the export of semi processed leather and
encouraging local
tanneries to manufacture finished leather themselves. Despite protestations
from the
industrialists, this has resulted in a market improvement in the shoe
manufacturing
industry. India is now a major supplier of leather footwear to world markets and
has the
potential to rival in the future (60% of Chinese exports are synthetic shoe).
India is often referred to as the sleeping giant in footwear terms. It
has an installed
capacity of 1,800 million pairs, second only to china. The bulk of production is in
men’s
leather shoes and leather uppers for men and ladies. It has over 100
fully mechanized
modern shoe making plants, as a good as anywhere in the world
(including Europe). It
makes for some upmarket brands including Florsheim (US), Lloyd (Germany),
Clarks
(UK), Marks and Spencer(UK).
India has had mixed fortunes in its recent export performance. In 2000, exports of
shoes
were US$ 651 million; in 2001 these increased to 663 million but declined in 2007
to 623
million dollars.
The main markets for Indian leather shoes are UK and USA, which between
them take
about 55% of total exports.
Indian has not yet reached full potential in terms of a world supplier. This is due
mainly
to local cow leather that although plentiful, has a maximum thickness of 1.4-1.6
mm, and
the socio/political/infrastructure of the country however, India is an excellent
supplier of
leather uppers. Importation of uppers from India does not infringe FTA with
Europe or
the USA.
The potential is set to change albeit slowly, but with a population rivalling china
for size,
there is no doubt the tussle for world domination in footwear supply is between
these two
countries.
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FEW FACTS.
the Indian footwear retail market is expected to grow at a CAGR of over 20% for
the period spanning from 2008 to 2011.
footwear is expected to comprise about 60% of the total leather exports by
2011
from over 38% in 2006-07
presently, the Indian footwear market is dominated by men’s footwear market that
accounts for nearly 58% of the total footwear retail market.
by products, the Indian footwear market is dominated by casual
footwear market
that makes up for nearly two-third of the total footwear retail market.
as footwear retailing in Indian remain focused on men’s shoes, there
exists a
plethora of opportunities in the exclusive ladies and kids footwear
segment with
no organized retailing chain having national presence in either of these
categories.
the Indian footwear market scores over footwear market as it gives
benefits like
low cost of production, abundant raw material, and has huge consumption market.
the footwear component industry also has enormous opportunity for
growth to
cater to increasing production of footwear of various types, both for
export and
domestic market.
There are nearly 4000 units engaged in manufacturing footwear in
India. The
industry is dominated by small scale units with the total production of
55%. The total
turnover of the footwear industry including leather and non-leather footwear is
estimated
at RS 8500-9500 crore(euro 5513-1723.1 million) including RS 1200-1400
crore (euro
217.6-253.9 million) in the household segment.
India’s share in global leather footwear imports is around 1.4% major competitors
in the
export market for leather footwear are china (14%), Spain (6%) and Italy (21%).
The footwear industry exist both in the traditional and modern sector.
While the
traditional sectors is spread throughout the country with pockets of
concentration
catering largely to the domestic market, the modern sector is largely
confined to select
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center’s like Chennai, ambur, ranipet, agra , Kanpur and delhi with most
of their
production for export.
Assembly line production is organized, and about 90% of the work forces
in the
mechanized sector in south India consists of women. In fact, this sector
has opened up
plenty of employment opportunities for women who have no previous experience. They
are trained to perform a particular function ion in the factory itself.
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In between the founder initiated the floating of the first RPVC (Rigid Polyvinyl
Chloride)
footwear manufacturing unit in the Malabar Area of Kerala state with few of his
friends.
This product also got very good acceptance in the market. This resulted in a rapid
change
in the footwear industry itself. Within a few years the number of Rubber and RPVC
unit
grew to more than 80 in this area.
In 2001 the group started the first Air Injected PVC DIP footwear manufacturing
unit in
the South India. In 2003 the group missioned the first Injected EVA manufacturing
unit
in South –Central India. In 2006 the group started backward integration to produce
EVA
compound for Injection and started the first EVA compounding plant in
the South –
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Central India. The unit went in 2007 the group started manufacturing of
PU DIP
footwear.
During this period new bloods with technical, commercial and practical knowledge
were
inducted and now the group consists of 25 working Directors and 100
share holders
spread over 16 various units. And have annual group turnover of Rs.4000 million.
More
than 4000 employees are working in these units.
The company had achieved a prominent position in the footwear market of
India. The
main markets, which have been focused by the company are Kerala,
Tamilnadu
Karnataka, Madhya Pradesh, Gujarat, Andhra Pradesh. It has now expanded its market
in
countries such as Saudi Arabia, Dubai, Kuwait, Oman, Bahrain and Qatar.
The good quality and variety in models of VKC products help the companies to face
the
market competition positively. The company has been able to maintain the quality of
the
products by adopting foreign technologies. The group is now looking for further
avenues
in the field of footwear to stretch their hands.
Vision
To provide quality products to the customer at an affordable price.
Mission
To meet the market demand and to achieve a prominent position in the
Footwear
industry.
Motto
“Quality products at Affordable Price”
The Head Quarter of VKC group is in CALICUT and the main plants of VKC group of
companies are situated in Kerala and Tamilnadu.
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M/s. Veekesy Polymers Pvt. Ltd. is registered as a private limited company and is
first of
its kind in South Central India for manufacturing of injected EVA
footwear’s. M/s.
Veekesy Polymers Pvt. Ltd. is one of the associate concerns of renowned VKC Group
of
Companies. The founder of M/s. Veekesy Polymers Pvt. Ltd. is Mr. V.K.C. MAMMED
KOYA. The company is situated at Ramanattukara, Kozhikode .
The Managing Director of the company is Mr. V. Rafeeque. He was awarded with Best
Entrepreneur of Kerala and Best Entrepreneur of Kozhikode district for the year
2003.
M/s. Veekesy Polymers Pvt. Ltd has a good market for their
product in Kerala, Tamil
Nadu, Andra Pradesh, Maharashtra, Chhattisgarh, Orissa, Gujarat because of the
quality
and the affordable price of the product. The management gives high priority to the
quality
of the product. The company assures the quality of the product through
the continuous
quality checking in each and every stages of the production process.
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The quality of the VKC products is unrivalled in the market. The Footwear’s
introduced
by the company has been growing and evolving with the changing trends over the
year.
The company first manufactured “Senor Cinderella” brand footwear having
PVC sole
with leather and synthetic leather upper. Now the company is manufacturing VKC
Pride
and VKC Lite. VKC Pride is sold in Kerala, Tamil Nadu, Andra Pradesh,
Maharashtra,
Chhattisgarh, Orissa, Gujarat and VKC Lite in Kerala and Tamil Nadu
alone. In the
recent years the customers prefer the injected EVA Footwear’s rather than
any other
Footwear. We also export our products to Kuwait, Oman and Jiddah.
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M/s. Veekesy Polymers Pvt. Ltd has succeeded in withstanding stiff competition from
the
parallel manufactures because of the superior quality of their products
at reasonable
price.
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PRODUCTION DEPARTMENT:
Production Process
EVA Compound
Synthetic Leather
PVC Raw Material
Cutting
Blending
Mixing
Injection Moulding Process
Injection Moulding Process
Stitching
Semi Finished Footwear
Show fitting & Riveting
Finishing
Finishing
Printing
Quality Checking
Assembling
Packing
Finished Footwear
Despatch
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PACKING PROCESS
Trimming Process
Conveyor System
Tag Fitting
Box Strapping
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After production these products are being sold in the market according to the
orders taken
by marketing department. The marketing department studies the market and
the target
customers, decides the best way to reach these customers, and works with the rest
of the
company to help determine the new product needs of the market. We do
continuous
market research, which helps us in planning and executing marketing
strategies for the
future course of action. It also helps us in analyzing the buyer
habits, popularity of
product, and effectiveness of advertising media. It also helps to collect
information about
marketing problems and opportunities
The company executives are directly taking the orders from the
wholesalers. The
Company has very good system for the supply of the products to the
wholesalers. We
sent our products through parcel service to various dealers based on
their orders to
respective places and doesn’t have connection with any retailers. Our product
reaches the
hand of customers through retailers, who gets it from wholesalers.
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Marketing and sales goes hand in hand. Sales promotion plays a major
role for the
success of the VKC products. Sales promotion influences the customers for
buying the
products and also helps to meet competition and helps in stimulating
demands. Sales
Promotion is carried out in two ways.
Consumer’s promotion and dealer promotion. Consumers promotion consists of
providing coupons, contest that we conduct and price offer for our various
products. For
dealers we conduct sales contest, give gifts, and turnover allowance based on the
amount
products been purchased from our firm. Company provides scheme called VKC
Sammanotsavam for dealers based on their purchase for that particular year.
Human resource department of the organization caters to the need of both employees
and
workers of the organisation, resulting in a good relation between employees and
workers.
They are well satisfied with the attitude of the management towards them
and in the
facilities provided to them. So there are no labour strikes, absenteeism and
attrition. The
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Finance is life blood of every organisation. It deals with procurement of funds and
their
effective utilisation in the business. Department has one department head,
one senior
executive and four junior executive. Their functions mainly include checking
daily cash
accounts, MIS preparation, bank reconciliation, central excise and export
related works,
finalisation of account statement etc.
M/s.Veekesy Polymers PVT. is financially stable and had got CRISIL A
+
rating. The
annual turnover of the organisation for the last financial year 2011-2012 is
48,72,59,360.
Materials department of the organisation place order according to need of material
that’s
used for production. Company follows EOQ system. Whenever they find that
it has
reached reorder level or safety stock, order is placed.
THE PRESENT BOARD OF DIRECTORS:
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ORGANISATIONAL CHART
CHAIRMAN
DIRECTORS
MANAGER
ASSISTANT MANAGER
PRODUCTION
FINANCE
DEPARTMENT HEAD
PRODUCTION HEAD
EXECUTIVE
SUPERVISOR
COORDINATOR
SKILLED WORKERS
UNSKILLED WORKERS
JUNIOR EXECUTIVE
SALES
DEPARTMENT HEAD
EXECUTIVE
JUNIOR EXECUTIVE
MATERIALS
DEPARTMENT HEAD
EXECUTIVE
JUNIOR EXECUTIVE
JUNIOR EXECUTIVE
EXECUTIVE
DEPARTMENT HEAD
PERSONNEL
MANAGING DIRECTOR
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against even the strongest brand leaders, and may outperform those products that
are not
otherwise strongly branded.
Multi Brands:
Alternatively, in a market that is fragmented amongst a number of brands a supplier
can
choose deliberately to launch totally new brands in apparent competition
with its own
existing strong brand (and often with identical product characteristics); simply to
soak up
some of the share of the market which will in any case go to minor brands.
Brand Name:
The brand name is quite often used interchangeably with "brand", although
it is more
correctly used to specifically denote written or spoken linguistic elements of any
product.
In this context a "brand name" constitutes a type of trademark if the
brand name
exclusively identifies the brand owner as the commercial source of products or
services.
Brand Parity:
Brand parity is the perception of the customers that some brands are
equivalent. This
means that shoppers will purchase within a group of accepted brands rather than
choosing
one specific brand. When brand parity is present, quality is often not
a major concern
because consumers believe that only minor quality differences exist.
Relationship Marketing:
Relationship marketing refers to a short-term arrangement where both the
buyer and
seller have an interest in providing a more satisfying exchange. This
approach tries to
disambiguiously transcend the simple post purchase-exchange process with a customer
to
make more truthful and richer contact by providing a more holistic,
personalised
purchase, and uses the experience to create stronger ties.
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Guerrilla marketing:
It is an out of the ordinary way of marketing a product. Low-cost channels can be
utilised
to generate a high level of interest in the product and create brand awareness.
Utilisation
of personal contacts is the most popular way of guerrilla marketing. Product
Placement is
an advertising technique used by companies to subtly promote their
products through a
non-traditional advertising technique, usually through appearances in film,
television, or
other media.
Brand parity:
Brand parity is the perception of the customers that some brands are
equivalent. This
means that shoppers will purchase within a group of accepted brands rather than
choosing
one specific brand. When brand parity is present, quality is often not
a major concern
because consumers believe that only minor quality differences exist.
Brand equity:
Brand equity is a phrase used in the marketing industry which describes the
value of
having a well-known brand name, based on the idea that the owner of a
well-known
brand name can generate more money from products with that brand name
than from
products with a less well-known name, as consumers believe that a product with a
well-
known name is better than products with less well-known name.
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STATEMENT OF PROBLEM
To study on brand awareness and customer buying behavior of VKC polymers ltd.
OBJECTIVES OF THE STUDY:
To judge the awareness level of the prospect customer
To know how they are aware regarding the product
To judge in which way they have developed awareness
To judge which promotional tool is effective to increase the awareness level
among the people
To see whether brand awareness influences the buying behavior or not
To know about the product awareness among the customer
To know about which brand of VKC is most preferably used by customer
To analyze customer view towards quality price of VKC products
To know customer buying behavior
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Sampling Design
Sample Size
The survey is conducted on 100 people who are selected randomly from within the
Kozhikode district of kerala.
Sampling Method
Sampling method used was simple random sampling. The information was collected from
respondents who were selected randomly.
Data Collection Tools
Primary Data
Questionnaires are the basis of collection of primary data. The
questionnaire was
distributed to students and information was obtained. In addition to the
questionnaire
personal interaction with students during market survey were made in order to
understand
their problems, knowledge towards the program, their preferences and other
useful
information.
Secondary Data
Some of the data were collected from the existing sources of information
which were
assessed due to availability of various other forms of data and
information. These data
served as the secondary data for the researcher. The sources of data
were company
websites. Theoretical information from significant text book was also used.
Questionnaire Design
Structured undisguised questionnaire was used in designing the questionnaire to
collect
the data from the respondents.
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Statistical Design
The data collected has been tabulated and each respondent is categorized according
to the
data given and percentage is worked out of each group of data. The statistical
tools used
were tables, bar graphs and percent.
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Graph showing number of respondents who heard about VKC brand before
receiving this questionnaire.
0
10
20
30
40
50
60
70
MALE FEMALE
Male 64
Female 36
TOTAL 100
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Graph showing no of respondents who heard about VKC brand before receiving the
questionnaire .
Yes (heard) 100
No (not heard) 0
Total 100
0
20
40
60
80
100
120
YES NO
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INTREPRETATION:
The above chart shows how the customers heard about VKC brand. 36% of the
respondents heard through magazine followed by newspaper and television. Only 14%
of
the respondents came to know about VKC by hoardings . only 10 % respondents heard
through word of mouth or customers.
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0
5
10
15
20
25
30
35
40
NEWSPAPER MAGAZINE TELEVISION HOARDINGS FROM CUSTOMERS
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INTREPRETATION:
Out of the total respondents 38% of the respondents are aware about VKC brand
through
slippons, 24% knows VKC pride,22% knows VKC lite, only 6% of respondents are
aware about the brand VKC trendz and style . No one knows about the brand junior.
0
5
10
15
20
25
30
35
40
VKC PRIDE SLIPPONS VKC LITE VKC TRENDZ SMARTAK STYLE
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INTREPRETATION:
The above chart shows the ranking of the brands of VKC according to awareness.44 %
of
the respondents ranks slippons as best ,followed by pride.
0
5
10
15
20
25
30
35
40
45
50
VKC PRIDE VKC LITE VKC JUNIOR SLIPPONS VKC STYLE VKC TRENDZ
42
Graph showing how many respondents know the celebrity who endroses VKC
brand.
YES 60
NO 40
TOTAL 100
INTREPRETATION
The above chart shows that 60% of the respondents know the celebrity who endorses
VKC brand and remaining 40% of the respondents do not know the celebrity who
endorses VKC brand.
0
10
20
30
40
50
60
70
YES NO
43
INTREPRETATION:
The above chart shows that only 12% of the respondents feel that celebrity play a
role in
purchase decision. But 88% of the respondents feel that celebrity does not play
a role in
your decision.
0
10
20
30
40
50
60
70
80
90
100
YES NO
44
INTREPRETATION
The above chart shows that 36% of the respondents buy footwear on the basis of
style
and comfort. 28% of the respondents buy footwear the basis of quality. 20% of the
respondents buy footwear on the basis of brand image. Retailer recommendation is
only
4%.The above chart shows no one buy footwear on the basis of advertisement.
0
5
10
15
20
25
30
35
40
45
Table showing the rating of quality of VKC products as a factor for buying footwear
VERY HIGH 16
HIGH 45
AVERAGE 25
LOW 5
VERY LOW 9
TOTAL 100
INTREPRETATION
The above chart shows the customer opinion about the quality of VKC products as a
factor for buying footwear. Most of the respondents rate the quality of the product
is
high. Only 9% of the respondents says that the quality as very low.
0
5
10
15
20
25
30
35
40
45
50
VERY HIGH HIGH AVERAGE LOW VERY LOW
46
INTREPRETATION
The above chart shows 76% of the customers spent between RS 200 to RS 300 to buy
footwear. Only 8% respondents buy footwear less than 200. 16% of the respondents
spent above 300 rupees to buy footwear.
0
10
20
30
40
50
60
70
80
BELOW RS 200 RS200 TO RS 300 ABOVE RS 300
47
Table showing how respondents rate pricing as a criterion for buying footwear.
VERY HIGH 8
HIGH 33
AVERAGE 49
LOW 5
VERY LOW 5
TOTAL 100
INTREPRETATION
The above chart shows how the respondents rate pricing as a criterion for buying
footwear. 49% of the respondents rate the pricing as a criterion for buying
footwear as
average.
0
10
20
30
40
50
60
VERY HIGH HIGH AVERAGE LOW VERY LOW
48
Table showing why customers consider VKC product over others for purchase
BEST QUALITY 22
BEST PRICING 42
BEST MODEL 9
COMFORT 27
TOTAL 100
INTREPRETATION
The above chart shows why customer consider VKC product over others for purchase.
42% of the customer consider VKC as best pricing ,27% as comfort, 22% as best
quality
but only 9 % consider VKC product as best model.
0
5
10
15
20
25
30
35
40
45
BEST QUALITY BEST PRICING BEST MODEL COMFORT
49
VERY HIGH 3
HIGH 32
AVERAGE 64
LOW 1
VERY LOW 0
TOTAL 100
INTREPRETATION
The above chart shows the satisfaction level of the customers towards VKC brand.
About
64% of respondents satisfaction level is average ,3% customers satisfaction level
is very
high,32 % is high only 1% of the customers satisfaction level is low.
0
10
20
30
40
50
60
70
VERY HIGH HIGH AVERAGE LOW VERY LOW
50
CHAPTER 6
FINDINGS
Customers consider style and comfort as the most important factor while buying
any footwear.
From this study I found out main promotional source is television.
It is found that most of the customers are willing to pay RS 200 to 300Rs for
footwear.
It was found that most of the customers are aware of VKC through television.
It is found that VKC has good customer base.
The study revealed that the customer prefer VKC footwear because of best
pricing.
It is found that style and comfort is the criteria for buying footwear for
majority of
the customers.
Most of the respondents are aware of the brand slippons
Majority of the customers says that celebrity does not play a role in their
purchase decision.
51
CHAPTER 7
SUGGESTIONS
Introduce products that catch youngster’s attention.
Introduce more varieties
Introduce casuals and sport shoes.
Make more attractive advertisement
Increase the size range
More attractive and updated website can be developed.
52
CHAPTER 8
CONCLUSION
The privileged opportunity of doing the market study proved to be highly
beneficial. The
project titled “A study on brand awareness and customer buying behavior of VKC “
was
an attempt to study and to make suggestion to improve market share of the company.
From the study, I observed that most of the customers are satisfied with VKC brand
and
the level of services provided by the company and also they show a
high satisfied with
the good quality, affordable price, styles etc. of products provide
better market to this
company. The brand name and their services, experience and expertise etc. will
lead the
company to be the best in its markets. The brand name VKC is becoming more and more
acceptable in the minds of people in all levels of the society. VKC
products are giving
value for money to the customers. I wish all the success in future also.
53
BIBLIOGRAPHY
Textbooks:
Marketing management by Philip Kotler
(Eleventh edition, published by pearson education ltd)
Internet facilities:
www.veekesy.com
www.wikipedia.com