CHAPTER-1

INDUSTRY PROFILE
History
The history of PVC
From the earliest times people on efforts to develop synthetic materials
This will provide benefits not found in the natural products around him.

PVC is one of the oldest industrial production of synthetic materials longest history. Its
early history is in different places at different times multiple and unexpected discovery, as
well as unsuccessful task of commercial applications.

  Early researchers in the 19th century at least twice stumbled

PVC. The first was founded in 1838 by the French physicist and chemist Henri Victor
Regnault and the second in 1872 by Eugene Bowman, Germany. In both cases, the
polymer appears as a white solid inside the freshly discovered vinyl chloride gas exposed
to sunlight. This material is difficult to cooperate, no one has mastered the challenges of
business applications.
The most important breakthrough in the United States, when the company hired
BFGoodrich Please industrial scientist Waldo Semon is increasingly expensive natural

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rubber development of synthetic alternatives. His experiments produced PVC again.
However, this material is subjected to the 20th century, the 1920s recession threat, and
threatened abandoned, Semon considered as PVC fabric waterproof coating thoughts.
With the rapid expansion of product range, sales took off quickly. During the Second
World War, demand picked up again, when rapidly replacing traditional materials with
PVC insulated wiring military vessels.

In the 20th century the 1950s, many companies began production of PVC, and a
substantial increase in production around the world. Developed to rapidly find more
innovative and sophisticated methods use by decade, in order to improve durability, open
the door to applications in the construction industry. To the mid-20th century, five
companies producing PVC, and PVC open-invasive use, or "vinyl", as it is also known, in
the 20th century the 1960s continue to be discovered. Vinyl-based latex, and also
developed a method for improving the durability of PVC inflatable structure and fabric
coating, thereby allowing the application in the construction industry.

PVC construction products quickly became indispensable; plastic light fastness, chemical
resistance and corrosion resistance make it the best choice for building applications.
Improved materials resistant to extreme temperatures, allow PVC to thousands of
families will lose water transport and industry.
Plastic is capable of forming products available through heating, grinding,
molding and the like synthetic materials in the modern sense of the word. The term
derives from the Greek plastic, in the most simple terms is formed; Resin for molding
plastic form can be described.
Miracle plastic across all sectors of society. It is a material of choice due to its
versatility, their physical strength, their economic viability; Its easy processing capacity
as well as its attractiveness for all weather conditions and durability. With the
globalization of the Indian economy and the TV enters the family and the smallest
villages and communication needs of the material, the use of more economical
appropriate functional packaging, durable all-weather means that demand for plastic

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products is growing.

Cement bags packaging, end-user requirements for plastic instead of conventional

jute, as it prevents the loss and waste transport. East India's mountainous or drought-
prone areas of Rajasthan, Gujarat and Tamil Nadu require thousands of car molding cans
per day. Himachal Pradesh farmers insist on using plastic pipes to irrigate their farms,
Karnataka and Maharashtra gardener can not do without UV stabilized polyethylene film
wide scale tunnels and green polymer consumption and imports .

Since the beginning of 1957 the production of polystyrene since the Indian plastics
industry has made remarkable achievements. This is a modest beginning, but there is
hope. Indian entrepreneurs to promote the potential market for technical expertise.
Achieve high quality standards, and build capacity in the various facts of the booming
plastics industry. Mature development and supporting the development of plastic
machinery industry in the petrochemical industry, support the plastics processing
industry, plastics processing enterprises to promote capacity building, for the domestic
market and overseas markets.
Made in India polymer chronology summarized below.
1957: polystyrene
1959: LDPE
1961: PVC
1968: HDPE
1978: polypropylene

Since 1991, India launched economic reforms, joint ventures, foreign investment,
easier And technology and other developed countries has opened up new prospects for
further Indian plastics industry exported to more than 150 countries around the world,
major trading partners are the United States, the United Arab Emirates, Italy, Britain,
Russia, Honkong, Germany and so on. Plastics processing industry includes more than
30,000 units involved by injection molding, blow molding, extrusion and calendering
produced a variety of items. Capacity-building in the industry coupled with the inherent

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ability to enable us to serve overseas markets. Development of plastic occurred in the
1920s, the introduction of cellulose acetate, polyvinyl chloride and nylon.
Need polyethylene evolved superior insulating material can be used for
applications such as radar during World War II. Century 50's 20 years, the introduction of
polypropylene and polycarbonate acetyl and development. Plastic family subgroup in
1960 and 1970 began to appear, known as high-temperature plastics, including
polyamides, aromatic polyester, polyether pumped.

About SREE SAI MITRA INDUSTRIES :-

Established in 2009 , SREE SAI MITRA INDUSTRIES has made a name for itself in the
list of top suppliers of PVC Pipes ,Plastic Films in India. The supplier company is located
in Chintamani, Karnataka and is one of the leading sellers of listed products.
SREE SAI MITRA INDUSTRIES is listed in Trade India's list of verified sellers offering
supreme quality of Flat Lateral Pipes ,Flat Inline Lateral Pipes ,Cylindrical Inline Lateral
Pipes etc. Buy PVC Pipes ,Plastic Films in bulk from us for the best quality products and
service.

History
Sree Sai Mitra Drip Industry an ISO certified company is one of the leading manufacturer
of irrigation plain lateral, drip emitting pipes (Cylindrical & Flat) having full fledged
machinaries, infrastructure & ISI mark.
Established in 2009 , SREE SAI MITRA INDUSTRIES has made a name for itself in the
list of top suppliers of PVC Pipes ,Plastic Films in India. The supplier company is located
in Chintamani, Karnataka and is one of the leading sellers of listed products.
SREE SAI MITRA INDUSTRIES is listed in Trade India's list of verified sellers offering
supreme quality of Flat Lateral Pipes ,Flat Inline Lateral Pipes ,Cylindrical Inline Lateral
Pipes etc. Buy PVC Pipes ,Plastic Films in bulk from us for the best quality products and
service.
Under the chairmanship of our founder member, our excellence in engineering, a
genuine team spirit, clear objectives, ethical business practices and well-defined goals
have infused an accelerated pace of growth in the market expansion of our company. In

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this span of 20 years we have multiplied manifold and have achieved turnovers of 50
million in the last financial years. During this phase of expansion we have also added
PVC pipes into our range.
We are a Quality Certified and Govt. of India recognized export house having an
established customer base in the domestic marketplace. The domestic market is being
catered through Distributors network and Dealers spread over across the country.
 ISO 9001 : 2000 certification
 Government of India as a certified Export
House.

Emitting Pipe plays a key role in drip irrigation systems. SAI MITRA Emitting pipes are
manufactured from special grade virgin polyethylene. Resistance to Ultra Violet (UV)
radiation and other environmental effects. SAI MITRA Emitting pipe passes through
stringent quality tests confirming to Indian Standards. The nominal diameter ranges from
12mm to 20mm.

Vision Mission
MIssion
Sai Mithra The goal is to become the best quality products supplier in India
- Provide complete solutions for fluid handling systems, including hot and cold water
piping system
- To provide a complete solution for soil and waste drainage system
- Provide a large number of products for the health system
- Strengthen and leverage its global leadership in uPVC column tube
Value proposition
Through consistent quality leadership and operations
Excellence and greater awareness and extensive combination
Provides solution availability

vision
Sai Mithra Pipes has been committed to quality and service. With its base in Chinthamani

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Sai Mithra Pipes is an ISO 9001-2008 certified company, and constantly strive to achieve
the highest level of customer satisfaction.
Sai Mithra Pipes pvt LTD is the development and manufacture uPVC riser / pipe column
first drive, they are successfully used in the installation depth of 1,000 feet and deeper
diving drilling pumps. So far, Sai Mithra Pipes has been completed over 2,000,000
successfully installed Karnataka wide

Quality policy:
 Production and sales of consumer goods in conformity with the necessities.
 Achieving customer satisfaction is the basic idea of the organization.
Over the past decade, SAI MITHRA Group of companies with an unparalleled
growth, becoming a leader in the field of PVC fittings, and diversified manufacturing
suction drain fittings and PVC pipes. SAI MITHRA PLASTICS is an annual turnover of
75 nuclear companies Group, has 450 employees in human resources, including 50 of
high-quality professionals.

Product Profile
Ms Black Erw Pipes:
We supply high quality MS black ERW pipes in various sizes, thickness
manufactured at our high-tech manufacturing unit by our well qualified and experienced
engineers, technicians and other workers.

Size Range
 Round tubes up to and including 300 mm NB
 Square hollow sections - 15X15 to 72X72
 Rectangular hollow sections - 50X25 to 96X48
M.S. Galvanized Erw Pipes
Recognized as an ISO: 9001 certified company, and adhering to zero tolerance policy, we
engineer world-class quality MS galvanized ERW pipes in different ranges, sizes, and
thickness. We supply MS galvanized ERW pipes are used for various applications such
as conveying water and other fluids storage applications, scaffolding, antenna and

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telecom towers, etc.

Size Range
 Round tubes up to and including 200 mm NB
 Square hollow sections - 15X15 to 72X72
 Rectangular hollow sections - 50X25 to 96X48:

Sai Mithra Pipes: UPVC made by the inventor of the column tube
Sai Mithra a pioneer in uPVC pipe column, also known as a submersible pump or
standpipe taps, as well as the karnataka's largest uPVC column tube manufacturer and
exporter. Today, these pipes have been successfully used by depth Sai Mithra Pipes
exports of several states.

Design features

Inventors of column pipes

Based on the Sai Mithra Bengaluru Pipes is the karnataka's first use of uPVC design,
development and manufacture of the column / riser / downcomer pipes. The pipe
diameter of 25 mm to 160 mm, is an ideal substitute for GI and HDPE pipe is
recommended for submersible borehole pump maximum mounting height of 1200 ft.

Over 25,00,000 successful installation

Sai Mithra Column Pipes and around the karnataka have been successfully installed more
than 2.5 million times. Sai Mithra column tube is made of uPVC made of non-corrosive,
high-tech, high-strength pipe, has over 20 years of successful track record in the
karnataka.

BIAX ™ technology for extra strength pipes

This technique first developed by the Sai Mithra Pipes in India, where uPVC molecular
chains during installation and linear diameter orientation. This results in a higher impact

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strength.

Sai Mithra have an excellent Pipes supply various products to the Indian market. A
network of warehouses across the country work around the clock to ensure that all its
channel partners orders in less than 48 hours.
Trading places / Warehouse:
 Chinthamani
 Hosur
 Chittoor
 Secunderabad
 Vijayawada

Plastic pipe industry landscape

Supreme is the market leader in the highly fragmented industry of PVC pipe Controlled
by the unorganized players. Supreme closest competitor is Finolex pan-India Astral in
PVC pipe and CPVC pipe conduit is the largest competitor segmentation. While Jain
Irrigation is a large company, but it is mainly applied to the agricultural sector. The
company also identified four other important non-listed companies in the PVC pipe
industry
Sai Mithra Pipes, Ajay Pipes, Nandi Pipes and tubes Prince
Competitors
Essel Propack Ltd.
Nilkamal Ltd.
Astral Poly Technik Limited
India Kkalpana Industrial Co.,
Ltd.
Lanxess India Private Limited
Area of Operation
The customer segment includes users of Pipes for carrying water; for boilers, heat
exchangers, submersible pumps (even cut to 3 meter lengths); and also for Bore well,
Casing pipes, scaffoldings, conveyor idlers, structural tubes. Drill rod pipes etc., used in
the fields such as agriculture and irrigation. The customers segment also extends to

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various industrial sectors such as automobiles (including chassis manufacturing),
housing, furniture, structural’s, container making, railway electrification, electric poles,
telecommunication, power stations, handling equipments. These sections have higher
load-bearing capacity at lower costs and have better aesthetic appeal in many cases.

Organizational Structure
SAI MITHRA group dedicated to follow the absolute method. Its manufacturing
operations organization is based on the product division to technical or manufacturing
similar products group. Each group consists of divisions or profit centers. Each group, led
by the absolute manager. Central manager to lead the company functions. Some of these
functions are also reported to the general manager.

Organizational Chart

DIRECTOR
DIRECTOR

MG- DIRECTOR
MG- DIRECTOR

GENERAL
GENERAL
MANAGER
MANAGER

HR
HR

FINANCE
FINANCE PURCHASE
PURCHASE PRODUCTION
PRODUCTION MARKETING
MARKETING ACCOUNTS SYSTEM
ACCOUNTS SYSTEM

ASST
ASST
FIANCE
FIANCE PURCHASE
PURCHASE PRODUCTION
PRODUCTION MARKETING
MARKETING CHEIF
CHEIF MANAGER
MANAGER MANAGER
MANAGER MANAGER
MANAGER MANAGER
MANAGER MANAGER
MANAGER ACCOUNTANT
ACCOUNTANT (SYSTEMS)
(SYSTEMS)

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Finance Department
The finance department manages the funds available for business operations by striking a
balance between capital inflows and outflows. Management and financial-related
activities of all require considerable expertise and professional knowledge, banks,
financial institutions, different sources of funding and profitable way to use these funds.
Financial managers are directly responsible for planning, organizing, directing and
controlling financial activities in society.

Organization Structure:-

GENERAL MANAGER

FINANCE MANAGER

FACTORY MANAGER

BRANCH MANAGER

The Finance Department is headed by the Finance Manager. The finance manager reports
to the general manager, reporting and making decisions directly to the general manager in
certain strategic and emergency issues. Financial manager and chief accountant,
production manager, marketing manager, branch manager coordination.
Financial sources: -
SAI MITHRA plastic through banks and other private financial institutions to find
funding sources. Since it is a partner in the enterprise, partners to provide funds to help
banks and financial institutions to raise capital requirements and lower other expenses.
SAI MITHRA Plastics meet the South Bank of India, Kerala financial enterprises (KSFE)
and All India State Bank financing requirements. Cholamandalam car loans provided by
finance companies.
Infrastructural Facilities
Medical Facilities
Special emphasis is being laid to provide medical facilities to the
employees and to their dependents. Modern medical centre has been established. There

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is Provision for Referred and Non-Referred cases for the employees and to their
dependents.
A modern medical facility is providing to labours and employ.
 General medicine.
 General surgery.
 Clinical pathology.
 Radiology.
 Dental surgery.
Canteen facility
SLMUL provides good canteen facility to its employees. There is
bifurcation of canteen between Workers and Executives.
The food provided is hygienic and of high quality. The price charged for Food, Tea,
Coffee & snacks is very low.
Financial Policy: -
 Low operating costs of funds.
 Efficient accounts receivable management, by accelerating funding.
 Faster access to funds from the institution.
Finance Department Functions:
The financial function involves all aspects of business operations. It is very difficult to set
limits on financial functions. The main activities of the Finance Department are:
 the company Asset structure management .
 Financial analysis, planning and control .
 the company Financial structure management .
 Estimated capital requirements.
 To determine the source of funds .
 Capital utilization ratio .
 The remaining processing .
 Cash Management .
 Financial control.
Market segments:

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 SAI MITHRA is a major player in South India. Geographically, the market is
divided into five regions, the branch officer in charge of its marketing activities in the
region.
1. Bangalore
2. Nagari (AP)
According to consumers, the market is divided into three:
1. Government projects
2. Household consumers
3. Construction by
Currently highly concentrated in the construction industry, with the vigorous
development of the construction industry, specifically for the appointment of two sales
executives in this industry, and in two other areas have a large market share.

Marketing Department

Recommendations-for-user-profit (RUP) studies enable customer to improve machine

productivity and reduce operating cost. SREE SAI MITRA ’s marketing strength and
reach has enabled it to achieve a share of over 70percent
Maximizing customer delight is the key objective guiding SREE SAI MITRA ’s
customer service activities.
 Apart from timely supply of spare parts, training, Rehabilitation of equipment,
maintenance assistance and servicing of equipment are also provided.
 Spare parts depots have been setup at marketing offices and at major project sites
to provide spare parts at short notice to customer.
A wide area network comprising of leased lines, virtual private network and satellites
has been established to connect head quarters to regional offices, district offices and
depots to facilitate faster response to customer needs.

Sai Mithra Service

  Herald Sai Mithra Pipes India water management industry to provide long lasting

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intelligent solutions, and ensuring sustainability and convenience of smart technology.
The company meets or exceeds the customer's commitment to the market and the
company's services. Sai Mithra provide comprehensive services to its customers to meet
various requirements.

Future growth

Company to integrity, honesty, passion for the brand and the company established its own
brand, our continued success, we work with and those who distribute products in the
market people. If you are looking for a dynamic company and a worthy cause, you are in
the right place. Companies are always looking for passionate individuals who bring their
skills and enthusiasm, so that the next level of success Sai Mithra.

SWOT ANALYSIS
strength:
1. The quality of the product acceptance around the karnataka.
2. All Products organization catering PVC pipe industry - the multi - multi-unit.
3. The company has its own direct marketing network to improve the distribution
system
4. Professional marketing strength and effective marketing strategies.
5. The company has full c Computer departments and production units and corporate
offices are connected by intranet.
6. The technical skilled labor superiors commitment to maintain warm relations help
to generate a combined effect.

weakness:
1. Organizational flexibility (flexible working hours and flexible working
methods).
Limited company

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 2. Lack of access to major distribution channels (rural southern rural areas, the
agricultural sector has many opportunities, and now, the organization is mainly
concentrated in the construction industry is not concentrated).
3. Advertising is the only plane made through the media.
Opportunities
1. PVC pipe industry is in the growth stage, so PVC pipe industry has a better
development opportunities.
2. India's infrastructure development is facing enormous opportunities to grow at a
faster rate.
3. There are plenty of opportunities the government has not yet developed the
(Department Buying agricultural equipment such as the government is given to
subsidize farmers "Trumpet ).
4. Real estate is considered small family growth.
5. Government and other agencies plan to revitalize agriculture.
Threats:
1. Sudden fluctuations in crude oil prices, leading to fluctuations in raw material
prices make pricing difficult.
2. Industry are those with greater competition among a.
3. In the ever-changing technology in the karnataka, sometimes a better alternative
than PVC may appear.
4. All competitors ( Hycount A-ONE and polymer tube Finolex Industrial, etc.) We
are changing their strategies and develop new capture new markets.
5. Since PVC plastic is not biodegradable matter industry Pollution "of the
environment, it might face a future ban.

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Analysis of Balance Sheet of SREE SAI MITRA as on 31ST MARCH 2019
2019 in RS 2018 in RS
SOURCES OF FUNDS
SHAREHOLDERS FUNDS
SHARE CAPITAL 5895000 53,950,000
RESERVES & SURPLUS 97,842,858 20,387,650
156,792,858 74,337,,650
DEFERRED TAX LIABILITYY 9,744,273 2,548,844
LOAN FUNDS
SECURED LOANS 229,073,558 134,803943
114,241,246 34,600,000
APPLICATION OF FUNDS
FIXED ASSETS
GROSS BLOCK 122,554,944 79,547,614
LESS:DEPRECIATION 15,035,162 42,737.80
NET BLOCK 107,519,782 67,850,738
ADD:CAPITAL WORK IN PROGRESS 1,759.06 625.08
14,278.99 12,282.65
INVESTMENTS 252.64 252.64
CURRENT ASSETS, LOANS &
ADVANCES
INVENTORIES 64,908.20 62,079.61
SUNDRY DEBTORS 77,020.60 60,820.14
CASH & BANK BALANCES 38,000.17 39,691.80
OTHER CURRENT ASSETS 649.26 1,450.45
LOANS AND ADVANCES 14,771.39 21,801.29
195,349.62 185,843.29
LESS : CURRENT LIABILITIES
AND PROVISIONS
CURRENT LIABILITIES 118,430.34 113,696.07
PROVISIONS 3,459.70 7,425.80
121,890.04 121,121.87
NET CURRENT ASSETS 73,459.58 64,721.42
MISCELLANEOUS EXPENDITURE 2,580.97 4,029.65
(TO THE EXTENT NOT WRITTEN –
OFF OR ADJUSTED)
90,572.18 81,286.36

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 4.3. Analysis of financial statement
Profit and loss account 2018-19
INCOME
Sales 1,081,409,941
Less : Excise Duty 114,585,480 12,321.87
Net sales 966,824,461 173,279.11
Other Income 1,989,437 5,878.10
Increase / Decrease In WIP/FGI (3,270,487) 2,994.30
965,543.411 183,520.20
EXPENDITURE
Cost of raw material consumed 820,587,173
Manufacturing cost 57,682,163 103,505.53
Employee remuneration and 9,027,845 35,616.37
Benefits
Depreciation 3,347,387 2,299.00
Other expenses 26,989.81 21,216.41
Power and fuel 15,337,366 162,637.31
Less : expenditure other than 40,124,933 6,485.60
materials Allocated to capital and
other accounts
Selling and distribution 8,422,966 156,151.71
Loss on sale 2,349 178.72
952,197,628 156,330.43
PROFIT FOR THE YEAR 27,189.77
Provision for tax 89.75
PROFIT BEFORE TAX 134,345,784 27,279.52
Provision for tax 2,236,210 9,751.19
Fringe benefit tax 92,436 74,183
Deferred tax 7,195,429 (624,127)
Less: prior adjustment 366,501 _
3,455,208 9,501,099
Add: profit & loss b/f 20,387,650 10,886,551
Balance Transferred To Balance 23,842,858 20,387,650
Sheet
20,335.64 17,827.62
Diluted earnings per share 0.64 1.76

CHAPTER-2

Page 16
BRAND AWARENESS &BRAND PERCEPTION:

Most of the product segments are extremely competitive, with

multiple brands competing for “share of mind” in the battle for overall market
share. In many cases the competing products and services have very similar
feature sets and price points that are available through comparable channels.
Brand can often be the key discriminating factor in a customer’s decision to
select one product over another.

Brand is essentially the sum of all experiences related to the product,

service, and companies that make and deliver the product. Brand perceptions
are shaped by functional experiences (i.e. speed, quality, reliability, ease of
use) as well as emotional experiences (i.e. make me feel better, improve my
performance, make my life/job more gratifying or easier) the customer
associates with the product and company.

Brand experiences and perceptions are developed over time through a

variety of sources, including:

 Previous experience with the brand

 Interactions with sales, customer service, and other employees

 Recommendations from friends and colleagues
 Reviews by reputable sources
 Advertising

Brand managers need to understand how customers perceive and select

brands in specific product categories and market segments. You also need to
know what is important to customers when making a brand decision, where
customers get information about products and services, and what customers
think about your brand.

THEORETICAL BACKGROUND OF THE STUDY

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Marketing meanings: -

Marketing management markets communication and relationships, to create

value, to meet the needs and desires of the object. Exchange involved in the process
work. The seller must find a buyer; determine their needs to design better products and
services, pricing for them, promote them, store and deliver them. Development activities
and other products, research, communication, distribution, pricing and marketing
activities core services.

Definition of marketing: -

According to Philip Kotler, marketing is defined as "a set of marketing

communication for the promotion of human consumption of human activity."

By different authors to other definitions.

According to the US market Marketing Association

"Marketing is considered with participation of goods and services from producer

to consumer activities and the flow of people."

According cundiff "marketing is the products and markets, and affected business
processes to match the Transfer of Ownership."

According Dudddy and preizan "Marketing is the process of economic, identify

areas in which the exchange of currency prices of goods and services and their values."

NATURE Marketing / capacity range: -

1. Customer Focus: -

The purpose of marketing is to satisfy the customer, so that marketing activities

must be directly and centralized customer.

Second Win pin must be delivered to the customer: -

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 Marketing must scan customer needs and deliver products according to customer
requirements.

3.Marketing is surrounded customer demand: -

Marketing began in customer needs, identify needs and requirements.

4.Marketing is the key business -

Customer base whose products were identified, proposed and submit.

5.Marketing is part of the whole environment -

6.Marketing a subsystem affect the company's strategy: -

7.Marketing is a theme or a career: -

Marketing theme has emerged that it had instructed its presence from a trade or
business economics.

Marketing importance: -

Municipal court plays a successful enterprise play an important role.

The importance of marketing is because the flow.

1.Marketing contribute to achieving the objectives of the organization has been

established.

2.It in helping enterprises to fulfill their social responsibilities.

3.It helps the production of those products by the consumer and the community needs.

4.It helps efficiency and productivity utilization of human and material resources.

5.Tt facilitate the adoption of changing conditions and business environment.

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6.It provide guidance on innovative organization to pass.

7.It helps achieve maximum efficiency in productivity and profitability with minimal
effort and cost businesses.

8.It guarantee a result of growth and economic development of countries of the

enterprise's economic growth.

Range of marketing: -

1.Marketing consumer oriented process: -

A corporate existence is to meet people's needs should be produced only in this

way that best meets the needs of consumers.

Second Win pin beginning and end customer (C2C): -

The market began even before production begins. In a consumer-oriented

marketing, it is only when the information from the customer to their taste, fashion,
buying habits, collecting desire is possible.

3.Marketing guide elements of the enterprise: -

In the past marketing it is considered to be a function of getting goods and

services to the care of the customer.

4.Marketing is a system: -

The market has been seen as involving a series of interactive and interrelated
activities, in order to achieve continuous and dynamic process of customers.

5.Marketing is a target-oriented process: -

Seeking to achieve market like any other business activity some useful goals. The
basic purpose of marketing the market is through customer satisfaction, generate a lot of

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profit. Increase sales, improve profits and increase the amount of growth in the three
target marketing.

6.Marketing exchange process are: -

Basically the market is exchanged between buyers and sellers in the process of
exchange of goods and service. Goods and services are handed over to the organization in
terms of buyers and customers to give money to the organization.

Marketing approach: -

Five basic method is usually used to describe the marketing system.

a. The method of goods

b. Function Method

c. Systems approach

d. Management and Decision Making

e. The system's method

A.COMMODITY practices: -

I have studied a commodity from the original production processes and its journey
to final customers.

b.Functional practices: -

I have to concentrate on the marketing personnel in active life or special features.

Study on the Marketing function. (Like buying, selling, storage, transportation risk,
financing and supporting information)

INSTITUTIONAL practices: -

Practices of the institution of our main interests center round marketing agencies
or institutions, such as wholesalers, retailers, transport operators, banks, insurance

Page 21
companies and so on.

d.Managerial or decision methods: -

This method is combined with the recent origin of goods, institutional and
functionalism of certain functions. In this method of marketing research focus is on the
decision-making process.

e.The system methods: -

System is a set of interactive or interdependent coordination group, to form a

unified whole, and organized and completed a series of goals.

Marketing Function: -

1.Buying: -

Purchase of goods assembled functions include participation activities under a

single ownership.

2.Selling: -

It relates to the distribution of goods, ratailers distribution and the last to clients.

3.Transportation: -

Transportation transportation makes it possible to mass production, specialization,

and market expansion.

4.Storage:-

Its function is to use their time to maintain inventory of goods from their
production.

5.Financing: -

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 Financial resources earmarked for land construction, furniture and other investments.

6.Risk taking: -

The risk of the entire marketing process of involving undoubthy.

7.Market information: -

Set of communication and Clarification of market information are also important

features of marketing.

Market Marketing / Objectives Objectives: -

1.Maximise consumption

2.Maximise consumer satisfaction

Select 3.Maximise

4.Maximise quality of life

The topic of the brand;

In creating the image of their unique symbol, design, logo or product logo and
combinations of words to distinguish it from compitators it is called brand

Comparison; A similar consideration or estimation of things or people between the two

said to be a comparison.

Brand comparison;

Similarity is referred to it is the process of identifying and distinguishing between the two
brands brand comparison.

Brand image

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A brand is a name, term, sign, symbol or design, or to identify the seller of goods or
services or a group of sellers and to differentiate them from competitors in these
combinations.

Brand is an enterprise, its products or services, a vital asset of its marketing strategy.
They will have their usual brand as its icon associated with the familiar logo. When
customers see this sign (such as Nike shoes), and the commitment of the entire package
brand value carried in their view. A brand is to provide functional benefits plus some
consumers value enough to buy value-added products.

The importance of brands

If a brand is a good that consumers will buy it, it becomes a valuable asset. But it's not
just the value of assets from its ability to attract more sales derived. The very fact that
consumers believe a brand embrace a set of values that can be specified, which means
that they will tend to refuse or reject alternatives, which is available to them, and perhaps
may not have all of these values. Because they maintain a good shape, and they need to
continue to provide consumers with the value of the brand, so as long lasting assets.

In practice, manufacturers of products or services generally do not interact directly with

consumers. In the production and brand owners continue to face selling 'his efforts to the
development of brand products, strong points to attract consumers' interest, the possibility
of going to be disappointed.

Choose a brand

In the choice of the brand, the following aspects:

(One). A brand name should reflect directly or indirectly, certain aspects, such as the
benefits and features of the product.

(B). It should be unique.

(C). It should be easy to pronounce and remember.

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(D). It should be protected by law.

Feature

 Property: First brand brings to mind certain attributes.

 advantage: Brand is more than a set of attributes. Customers do not buy the
property, the benefits they purchased. Properties need to be translated into the
functional and / or emotional benefits.

 Values: Producers also say something about the brand The concept of value.

 Culture: Brands can represent a certain culture.

 personality: Brands can also cast a certain personality. Sometimes, it may be

necessary in the actual celebrities or spokesperson personality.

 Users: Brand means that consumers who buy or use the product. Users will be
those producers who respect The concept of values, culture and personality.

Brand and brand concept

Introduction

When the word "brand", as a noun can refer to a company name, product name, or a
unique identifier, such as logos or trademarks. Brand concept through who want to put
their work logo or symbol does not detract from the beauty of Practice Development
artisan works. These craftsmen used their initials, symbols, or another unique mark to
identify their work, they usually put these logos on products where low visibility.

Today's modern brand concept for creating emotional attachment product or company

Brand refers to consumers through their holding in their minds associations reflect,
when they think of your brand awareness.

Brand image is when people recognize your brand and you. This does not necessarily
mean they like your brand (brand preference), high added value, your property or any

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superior brand association, it just means that they recognize your brand, and you can
recognize it in different conditions .

Establish a brand

If you make a success of the brand and the unique advantages of human connection and
communication, people will want to tell others and text ads ofmouth will develop
naturally, not to mention the reporters writers want to write about this brand.

The brand is all about the mentality of the target market to produce singular distinction,
strategic awareness and differentiation - not just awareness. When you have been
successful, you will begin to build your brand equity.

Brand Management

Brand management acknowledge your view of the market may be what you desire, and it
is trying to shape these ideas and adjust the brand strategy, to ensure that the market view
is different from what you intend.

Brand:

A brand is a name, term, symbol or design, or all of those sales or service groups
are used to identify the goods or the seller, and from these competitors to distinguish
combinations thereof.

In a simple brand is the seller or the manufacturer's logo.

Brand identity:

Brand is assigned a specific distribution of the brand and design from a seller to a
particular brand of product or product group practice
Brand:
A brand name is that it can be localized by the words, letters or numbers and the
name of

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Brand Tags:
A brand logo as a brand symbol, unique design or text color visual representation.
For example: - Ben Chi is a brand name and its star is a brand logo.
A good brand to reflect the role of fallow:
Value: -
Dominant producer of value is embodied by the brand, which Tata synonymous
with quality and reasonable price.
Culture: -
A brand represents a certain culture.
For example: -coke symbol of American culture, while Shilpa bindis typically Indian.
Personality: -
A brand project, a brand personality is a person or an animal or object. We will come to
our mind it? MRF muscle man show RIN implied flash lighting. Sometimes, a brand may
be required in an actual personality.
For example: -charle Chaplin forest and cherry.
A good brand is characterized by:
1) brand should be brief and simple.
2) It should be implied quality, superiority and great personality.
3) It should be attractive and be eye.
4) should be appropriately sparse pass
5) It should imply product availability.
6) It should be unique and difficult to imitate.
7) should be used to acquire or add new products.
8) should be in a reasonable period of time to get popularity remains
unchanged.
9) should be able to register.
10) shall establish a pleasant contact.
The 7C's brand
The purpose of the listing step is to establish a solid foundation for success. Similar to
building a house, we want to build the foundation first. This "platform" will give you the
strength to build, will work with a variety of options for you to build a "dream home." A

Page 27
strong brand is the springboard for this strategy.
 clear
 Communication:
 consistency
 Credibility
 Creativity
 sympathy
 ability
1. Clarity:
When you know what makes you special is that you can go ahead and build on these
success factors you -NIQUE internet.

2. The communication method:

Once the unique air quality is found, it is clear to the audience the way, they can more
easily hear you speak. Communications will become less tense, more likely to hit the
intended target.

3. Consistency:
Develop tangible business practices; business plan review and development of vision, so
that customers can be assured that you will be delivered in a reliable manner. All video
communications should be clearly linked as well.

4 Reputation:
Product consistency, delivery and communications will result in the credit market.
Internal enterprise and external experience should be aligned. By measuring customer
feedback effects.

5. Creativity:
Another important factor is the implementation and the establishment of brand creativity.
It is an innovative way, we will continue to attract more potential business challenges
raised by customers.

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6. Sympathy:
Forever remember what kind of consumer goods. In the perspective of the customer's
point of view at every juncture, to test the feasibility of choice. As we grow and develop
our audience must contact us. Retain customers depend on it.

7. Capacity:
In order to still have the right in our efforts we must continue to learn and grow. To our
customers, they deserve, we must develop and educate ourselves to innovation in our
industry, cutting-edge stuff.

Use and on a continuous basis to review these principles can produce the results you
want. Brand strength is indeed one of the key success factors.
Brand species
I. By ownership
1. manufacturer Brand:
Brand is that it is referred to as the brand product manufacturer name
manufacturer name.
For example: Philips All products company PHILPS, such as radio and television
Philip Philip transistor bubls ... ..
2. Combination of devices:
Tata house with each product TGT equipment company combining means
under the company's brand has represented individual brand name products
manufactured by enterprises.
3. Intermediate people Brand:
Manufactures dose not brand products, rather than the whole seller
distributor retailers sell ETE according to their own brand products.
II. ACCORDING's market areas:
According to market regional brands may be fallow type
a. Local brands:
When the brand is used for precisely this type of local market brand of different
brands in different market adoption referred to as local brands.

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 b. Provincial brand:
When a brand is used for a particular province @ state, it is called a
provincial brand. Different brands of the same product in different countries.
c. Regional brands:
In this type of brand manufacturers using their own brand in certain regions
of different regions use different name only.
d. National brands:
When manufacturers use their own brand products, all over the country
selling his products are known national brands.
e. International brands:
When the products sold under the same brand in the world, it is known as an
international brand in all countries.
III. Depending on the number of products:
A brand may be in the number of products on the basis of three types of fallow
(A) Family Brand:
It is the name Nadine instance allows a single brand name for the product line has
been given all dairy practices.
(B) umbrella brand;
This is a brand name for the company @ factory production of all products
practis.
For the first: TATA is the brand name for all products TATA concern.
(C) product line brand:
When their different product lines of business @ industrial houses use different
brand names to be called the product line of the brand.
For the first: ITC are all subtests biscuit brand names.
IV. According to use:
(A) fighting brand:
When the court in the city of fierce competition and the producers want to
introduce it have competing brands, which gives the impression that the differences are
considerable differences called fighting brand characteristics of the new product.
(B) the market competitiveness of the brand:

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When the brand launched in the city field is almost similar to these games are referred to
as competitive brand.
Branding Advantage
Using the brand name advantage in different market participants.
(A) advantages Manufacturer:
The following are advantages to brand manufacturers.
1. Easy to provide advertising to the public.
2. Easy to identify the product.
3. Independent market innovation.
4. Easy to expand the product portfolio.
5. I can maintain personal contact with customers.
6. Price of the product can be easily increased.
(B) the advantage to intermediaries:
Intermediate providers refer to different types of distributors, wholesalers and retailers.
Wherein between producers and consumers inches
1. Easy to understand consumer demand.
2. Unwanted advertising and promotional.
3. This reduces the risk middlemen.
4. It increases sales, because such products are on the market already exists.
5. It increases the product's credibility and visibility.
6. It increases the profits of the enterprise.
(C) advantages for customers:
1. Consumers can easily identify the product.
2. Product quality and availability in the market.
3. Wavelet most dynamic prices.
4. It creates psychological satisfaction of consumers.

5. It improves the product's packaging.

Perception.
“Perception is the process of selecting organizing and interpreting or attaching
meaning to events happening in environment.
Marketing management is concerned with the under standing of the process of

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perception is because perception leads to thought and thought leads to action
perception is the process where by stimuli are received and interpreted by the
individual and translated into a response in other words perception is the process by
which the mind receiver agonists and interprets physical stimuli to perceive is to see
hear touch. Taste smell and sense internally some thing some event some relation
perception is selective because and individual cannot possibly perceive all stimulus
objects within his perceptional field hence he perceiver selected perception is
organized because perceptions have meaning for the individual and they do not
represent a buzzing confusion perception depends upon stimulus factor that is the
nature of physical stimulus itself is a determinant of perception.
The varlablen like color size contrast intensity frequency and movement are of
this kind again perception depends on the personal factors what the individual brings
to the situation.
Governs perception his ability to see or hear the message his needs his moods
memory expressions and values all those modify the massage reception the personal
factors of perception are his self concept need span of apprehension mental set and
the past experiences perception has its own impact on consumer behaviour or
consumer decision making let us take some such cases.
Perception and communication:
It is estimated that 90 per cent of the stimuli that the individual perceive come
through sight an rent from hearing that is why advertisements bank heavily on visual
and audio stimuli however it does not means that love noise bright colors and large
and themselves guarantee consumers after than and response contrary to this it is the
use of haunting melodies petrel shadier regional accent and careful adjustment of size
in relation to the total page or poster size all affect perception and these factors may
give better results.
Product and brand perception:
Good may studies have been made of the ways in which the consumers perceive
the products and the brands they choose regularly? It is brand images and the brand
differentiations that play vital role in perception in addition to the physical
characteristic of the product. There fore it is a must for a marketer to examine all the

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factors that impinge perception of the company’s marketing mix.
Price perception:
Price is another element marketing mix where perception has its implications.
Studies have proved beyond doubt that consumers judge product or service quality by
price higher the price better the quality that goes this goes on establishing b/w price
and demand where marketer is sure to gain. Another aspect of this price perception
is psychological pricing the reasoning behind such pricing strategies is that
consumers are likely to perceive a bargain if the price ends than add number. Add
pricing is extensively used in cut-price sales promotions to increase the feeling that a
price has been drastically reduced.
Store perception:
There are five major components of stores image namely locations- design
product assortment services and personnel each she boys mere physical attributes do
to talk of a store image. There are intangible factors which too influence consumer
perception of stores image such as advertising inter personal communication and
experience consumer perceptions of stores are greatly influenced by consumers own
self perception and motives further consumers self images influence the places in
which they shop.
Perceived risk:
The concept of perceived risk recognizes that consumer experience a sense of risk
in purchase and that consumer behaviour can be studied profitably as a risk reducing
behaviour consumer behaviour involves risk in the sense that any action of a
consumer will produce results which he cannot predict with certainty the perception
of risk in a purchase situation is a function of the possible consequences and the
uncertainty involved perceived risk can be divided into two forms namely functional
& psychosocial functional risk is related with the fact whether the product enhances
one’s sense of well being or self concept. The level of perceived risk is a function of
the uncertainly involved and the possible conservancies of purchase and can be
reduced by gaining greeted certainty by minimizing consequences in most cases it is
increasing the element of certainly.

6.

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 7.
Customer perception

Sense perception

Identification can be described as "how we see our environment in general," two people
may be sentenced to the same conditions as clear how everyone can remember some of
them under the bumps. Select them, sort them, they are very strange decryption process
taking into account the quality of everyone's necessities and desires, each with variable
perceptual process and targeted ads will be investigated in a number of subtle factors that
affect the start with because it is possible that we will see is the perception of the process
by the United Nations, some of these will work with the edge of the buyer acts mentioned
in the basic idea.

Distinguish:
To identify the characteristics of the individual as a process of selection, carding and
enhance the integration of a major world decrypt and reasonable photo bumps is any unit
of information in any faculty. Promotion icon (ie haptic data) integration project,
bundling brands, notices and advertisements; receptor is human organs (ie, eyes, ears,
nose, mouth and skin) inputs actually obtained. Their sense of touch capabilities are seen
and heard smell taste and feel. All have the ability to play a role and are called integrated
use alone or in assessing the most customer projects.

Investigation of Recognition to a great extent, we intuitively ass or subtracted from crude

tactile input to bring our own, especially private photos around the world to investigate.

1.12 Dynamic Perception:

People always have to enhance the bombing being consistent and uniform day. The
physical world is a discrete resonance are virtually endless number of constantly evolving
mazes and elegance. Incited by the feeling centralized standard "off", and most people
who intuitively hindered the overwhelming siege ships of various receipts elevated
bumps, which we continue to put billions of dollars can be used to completely confuse us,

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let us never confused in endingly a changing environment always uses signs, but neither
of these results have occurred, in fact is not a recognition capacity of two different types,
from the tendency of the light to the observation result of the cooperation of each of the
input images - everyone suffered.

One way is a particular tendency to physical shock other types of environmental

information outside of the frame is given by the people themselves in the light of past
experience in mixing (such as the desire of learning and thinking process) are two
completely different types of input.

Making each of us in the world of a very private, very few photos. Because each person
is a special person.

With a kind of emotion, needs, wishes and desires. After that it needs everyone's
observation is another extraordinary. Why no two people see the world in the same way
explicit clarification.

It is the team that they "remember" they intuitively composed of a substantially maintain
mental standards, that they believe may have caused confusion, they are very receptive
rough translation (ie they give their significance) according to their subjective needs.
Desire and observation encountered three parts.

Identification selection

Intuitively buyers exercise an extraordinary arrangement to which the earth or concrete,

which increases they saw a person may need to gander at a few things, in spite of moving
parts to others, and some in the opposite direction. In fact, personal gain or bumps just to
see a small division, they were found, for example, be considered. Lady in the market,
she may be submitted to more than 2000 results of various shadows, size and shape. In
order to perhaps 100 people (see, walking, looking, talking), to smell (the meat from the
disinfectant from natural products, individual) and the sound in the store (cash register

Page 35
ringing, shopping card activity, aeration and cooling gurgling and assistants, billing, route
maps, stocking frame). Sounding car, tires screaming, screaming teenagers. Auto porch
pummeling) yet she is responsible for all the time to visit the market near her. Select the
things she needed. To pay for them, leaving within moderate simple all the time. She did
not flush

Rational steady or she introduced her own integrated environment. This is the reason for
her discernment specific practices.

At the point when pitching choice depends on two main factors, although buyers boost
their past experience, because it affects their natural desires (what they arrange, or set or
seen) and their intentions when ( their needs, goals, hobbies and children). Each of these
variables can be used to increase or decrease the likelihood of the boost will be seen

Selective observation ideas:

The buyers "Choice" of boosts from nature depends on the communication of desires and
thought processes with the jolts itself. These variables provide for various vital ideas
concerning discernment.

 Selective Exposure:

Customers effectively search out relational unions, that they discover charming or which
they are thoughtful and they effectively maintain a strategic distance from agonizing, or
debilitating ones.

 Selective Attention:

Customers have a tendency to have uplifted attention to jolts that address their issues or
intrigues and insignificant consciousness of boosts immaterial to their necessities.

 Perception Defense:

Customers subliminally screen out boosts that they would discover mentally
undermining, even through introduction has officially occurred.

 Perception Blocking:

Purchaser shields himself or herself from being assaulted with boosts by slimly 'turning
out' blocking such from cognizant mindfulness.

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Distorting Influences on purchaser observation:

Individual are liable to various impacts that have a tendency to twist their discernment.

Physical Appearance:

Individuals tend to property the qualities they take up with specific individuals to other
people who might take after than regardless of whether they intentionally perceive the
comparability, this reason the choice of the models for ad and for TV advertisement can
be a key component their definitive convincingness.

Stereo Types:

Individual tend to convey picture in their psyches of the importance of different sorts of
boosts. These generalizations serve as desires of what particular circumstances
individuals or occasions be similar to and they are vital determinants of how such jolts
therefore saw.

Irrevellent Cues:

At the point when required to from troublesome perceptual judgment buyers frequently
react to superfluous jolts.

Early introductions:

Early introduction has a tendency to be enduring. Yet in shaping such impressions the
perceiver does not yet know which jolts are significant vital or prescient of later conduct.

Forming a hasty opinion:

Numerous individuals tend to form a hasty opinion before analyzing all the pertinent
confirmation for e.g. the purchaser might hear only the start of a business message and
reach determination in regards to the item or administration being publicized on the
premise of such restricted data.

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Radiance Effect:

Generally the corona impact has been utilized to portray circumstance in which the
assessment of a solitary article individual on large number of measurement depends on
the assessment of only one or a couple measurements. E.g. a man is trust worth fine and
respectable in light of the fact that he looks at you without flinching when he talks
customer behaviorists widen the idea of the radiance impact to incorporate the assessment
of numerous target on the premise of the assessment of only one measurement (a brand
name or a spokes individual) utilizing this more extensive definition advertisers take
favorable circumstances of the corona.

REVIEW OF LITERATURE
Brand awareness
1. Gustafson and Chabot, in 2007
If an organization has a successful brand awareness, it means that the organization's
products and services have a good reputation in the market and are acceptable and it
plays an important role in the purchase of goods or services, and can be controlled
Consumers of Perceived risk assessment And due to its unique brand awareness of
the extent of the purchase decision and guarantee. The brand must be considered
when deciding to purchase a product or service. If there is nothing to consider, there
is no possibility to choose.
2. Oliver, 1999 "
loyalty come from?" He is a famous scientists introduced the issue one of its works.
We refer to this problem is to carry out this study, the purpose of 1 to verify a new
conceptual approach to achieve customer loyalty, 2 found that trigger customer
loyalty, and 3 identification and loyalty Related repo Behavior . Customer .

3. Aaker , 1997 .
note Loyalty to Oliver 1997, 1999 and other researchers are not at all of Important
tasks. In fact, more and more attention in the marketing literature emphasizes the
notion that companies need to focus not only on customer needs and aspirations to
attract them, but also on building long-term and high-quality relationships with

Page 38
 existing customers. In the literature, the work is generally accepted, through creating
and maintaining long-term loyalty, positive results so that they appear Dick and Basu
1994; Garbarino and Johnson 1999; Oliver 1999 and when we mentioned brands , the
relationship of results may be more important

4. Wong and Zhou, 2006

Thus, according to this method was promptly accepted, when the customer for
goods / services or provide goods company holds a positive attitude, customer by
repeated consumption of any goods or services in a timely manner to achieve loyalty.
service.

5. Szwarc , 2005
The purpose of this period of research is to improve the efficiency and profitability of
activities through a more loyal customer based loyalty classification. according to
Szwarc's statement The company failed to understand the new customers they
acquired after 1980 in particular the price discount is obtained by the customer on the
market, but during the recession of 1990, they tend to check the cost of marketing and
sales performance. This trend suggests that expensive to acquire new customers is
much more expensive than maintaining existing customers to be as hard to find New
customers Expectations and Behavior , this requires extra cost

6.                     Dick and Basu , 1994 This situation changed the notion of loyalty
and loyalty and began to be seen by companies and brands as a fact that should be
realized, because in the presence of innovative products and increasingly fierce global
competition, customer loyalty becomes a management struggle . Therefore, not only
the loyalty of the measure, and its management is also on the agenda, and the search
for loyalty and loyalty is based on the factors behind.

7. Kumar and Shah , 2008

Behavior Methods based on a consumption share of consumption probability, the
probability of consumer products again, repeat consumption Behavior , Multi-

Page 39
 directional consumption Behavior And other standards to explain the loyalty .

8. Goldsmith & Lafferty , 2002

Advertising is to create an understanding, preference and choice of products or
services. The most influential theory in marketing and advertising research is the
attitude towards advertising . However, attitudes toward advertising can help
influence consumers' attitudes and perceptions of the brand until their purchase
intention .

9.   Kanuk with Shiffman 2004

The "consumer behavior" is interpreted as meaning the consumer to acquire,
purchase, use, or to assess consumer products, services and ideas to meet the needs of
their own behavior, and the study of consumer behavior. Consumer decision-making
in terms of resource consumption, including consumer goods and services, money,
time and power, including 1 what to buy, 2 purchase reasons, 3 how to buy, 4 where
the time of purchase, 5 Where to buy, and 6 the frequency of purchases.

10. Sharma 2007

in a study found that today consumers are not likely to be swayed by advertising
celebrity, but he needs to complete information about the product, followed by brand
name, and the overall attractiveness music / jingle. Advertisements recognized by
celebrities are found to be less attractive, and the use of celebrities may not
significantly change consumer buying behavior .

11. according to Liebeck 1998

research, young people are now knowledgeable. They really are the Internet
generation, mainly get their news and information through television. TV media is the
most attractive and important advertising venue . Most young people still insist on
watching TV, enjoy what they see. Because children or using a variety of consumer
products and services, many companies tend to target Chandok , 2005 .
12.             Mendelssohn And cotton boll, 2002

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 according to the traditional model of the hierarchy of effects, advertising Ad
exposure influences Advertising that leads to brand awareness and cognition, and
then leads to attitudes and brands to advertising until their purchase Intention .
Advertisers target young people, because of their high disposable income, influence
their parents to buy, they build loyalty early on certain brands, and products they buy
on impulse conventional wisdom.

13.             Saksena 1990

found that teenagers were affected by TV commercials, and most bought brands and
products that advertise on television.
14.             Elliott & Speck, 1998
Previous studies also focus on the psychological aspects of advertising, they show
how to use people's emotions to get their attention and increase their sales Strategy
The recalls, Hope this will result in the purchase of that product at some point in time
.
15.             Heath, Brandt and Nairn 2006
in their study shows that advertising associations trying to accomplish three things:
attention, brand awareness and convincing.

16. Gupta (2012) Resulting in her research concluded that the convenience store as
the operating time and auxiliary functional attributes is its lead to consumer
perception, rather than store appearance factor. Similarly, the product characteristics,
such as availability of products according to product freshness and a major
determinant of the pocket in terms of perception. It is also obvious, even today, for
various reasons, Kiranas choice for customers. Convenient location, send cargo door,
a personal relationship with the owner, giving the product credit, installment.

17. Gustafson & Chabot ( 2007 )

18. If an organization has a successful brand awareness, it means that the
organization's products and services have a good reputation in the market and are
acceptable ) . When deciding to purchase a product or service must consider the
brand, if there is nothing to consider, that is, nothing can choose the possibility of
Brand awareness plays an important role in the purchase of goods or services, and can

Page 41
 control the consumer's perception of the risk assessment and due to its uniqueness and
brand awareness level of assurance on the purchase decision.
19. Szwarc ( 2005 )

According to Szwarc statement, the company failed to understand their new

customers acquired after 1980 in particular the price discount is obtained by the
customer on the market, but during the recession of 1990, they tend to check the cost
of marketing and sales performance. The purpose of this period of research was to
improve the efficiency and profitability of activities through a more loyal customer
based loyalty classification . This trend suggests that expensive to acquire new
customers is much more expensive than maintaining existing customers, because it is
difficult to find new customer expectations and behavior, which requires additional
costs

20. Olive (1999)

"Loyalty come from?" I have mentioned this issue in order to carry out this study, the
purpose of (1) to verify a new conceptual approach to achieve customer loyalty, (2)
found that customer loyalty Triggers, and ( 3 ) identify repo actions related to loyal
customers .

21. Aaker ( 1997 )

Oliver focus on loyalty (1997; 1999) generally accepted in the literature is that
through the creation and maintenance of long-term loyalty, positive results to make
their appearance (Dick and Basu 1994; Garbarino and Johnson 1999; Oliver 1999)
and those relationship When we mention the brand, Result may More important fact,
marketing literature more and more attention not only to emphasize the company's
focus on customer needs and desires to attract them but also need to focus on creating
long-term concept. Relationship with current customer's term and quality .

CHAPTER-3

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 RESEARCH DESIGN

Theoretical background of the problem selected for the study

Today, we have a large number of brands in PVC pipe and tubes available in the
market. Since it is a very popular brand used, it is an industry by itself having a large
number of competitors, each varying from one another to grab higher market share.

This study is designed to understand the “A STUDY ON MEASUREMENT OF BRAND

AWARENESS & CUSTOMER PERCEPTION ON SREE SAI MITRA BRAND
PIPES”.

Need for the study

Today costumers are facing a growing range of choice in the different brands of products
and services. They are making their choice on the basis of their perceptions of brand,
quality service and value; Companies need to understand the rapid growth of global
market place. Where, the companies should choose brand names with an eye to their
global reach.

This study is not concerned only with brand awareness & Customer perception but deals
also with other facts. It includes a wide preview of

 From where did they come to know about the product?

 Did they feel that the brand is important to purchase?
 If given, would they like to purchase same brand product again?
 Did they feel that the branded product matches their expectations?
 How the brands influence the market?
 How relevant the brand towards trend?
 Do brand suggestive to the products?
 Are they satisfied with the brand, price, quality etc…?

These questions will help in understanding better, what factor influence the people about
brand awareness & Customer perception?

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The marketers have realized that they have to take technical decisions concerning the
brand to cater to the needs of the consumers to develop brand identify and brand position.

The company must understand how their consumers perceive brand, quality and how
much they expect. Therefore, it becomes very necessary to understand, analyze and
evaluate the brand awareness & Customer perception in a systematic manner and act
accordingly for existence.

Statement of the problem

In the emerging knowledge based economy it has become necessary to know how
much market power lies with the brand name. The study of brand awareness & Customer
perception is essential in marketing planning. Customer needs and preferences keep
changing where brands ultimately command customer’s loyalty. The realistic side of the
problem is to know the acceptance level of the brand awareness & Customer perception
towards the product. This study will help us to understand the brand awareness &
Customer perception and what problems are being faced by the consumers, to which
appropriate measures to be taken to solve the problems.

This project has mainly been taken up to understand the brand awareness & Customer
perception, buying motives to ensure the “A study on measurement of Brand
awareness & Customer perception on Sree Sai Mitra brand pipes” apart from this, it
is to understand the new opportunities in the market for the improvement of brand
awareness & Customer perception and sales towards the products

Objectives of the study

 To study the different types of steel pipe brands.

 To study the brand image towards Sree Sai Mitra pipes

 To study how customers perceive about the Sree Sai Mitra brand products.

 To analyse the factors that influence the buyers to buy the Sree Sai Mitra brand
products

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  To study the consumer attitude towards the brand Sree Sai Mitra pipes.

 To suggest to increase the sales by improving the brand awareness & Customer
perception.

Scope of the study

The study plays a very important role in market research. It also helps to
understand and identify the human action towards brand.

The information thus gathered by conducting a systematic market research would

help to finding out the brand awareness & Customer perception of the consumers.

This study was mainly focused towards people of Chickkaballapur who belong to
different age group and reside in different localities, in order to find out their preference
given to particular brand.

Methodology

Research method.

To research we use descriptive type of research

Descriptive research

Descriptive studies are designed to describe something say the characteristics of

use of a given product, descriptive data are commonly used as a direct bases for making
marketing decisions.

Sampling method

To research use simple random sampling

Random sampling; - It is a sampling technique in which each and every unit of the
population has an equal opportunity of being selected in the sample.

Our communication approach was basically structured questioning, that is

personal interview with the aid of printed questionnaires. . Each questionnaire was

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designed in a manner so as to gain the maximum relevant information from the
respondent taking minimum of their time.
Sample size

Sampling: sampling technique was employed in arriving at a sample size; it is a

random sampling suiting our use.

Consumer sample size – 100

Sampling unit

For this survey the target population consisted of people residing in various localities of
Chickkaballapur between the age group 20-70 who are the users of pipes. Instrument of
data collection is questionnaire. .

Sources of data collection

Data is the information collected from various sources. It is concerned with gather
accurate and proper knowledge about the problem that is in hand. Formally there are 2
types of gathering information namely primary data and secondary data.

Data collection mode: Two methods have been used to collect the relevant data, which
are essential for the study, they are:

Primary Data: data is collected to obtain desired information through structured

questionnaire.
It is obtained from the dealers and consumers (farmers, labourers, contractors and
gardeners).

Secondary Data: it is compiled through books, magazines, newspapers and internet

etc…

Tools for data collection

Data for this study is collected from both primary and secondary data.

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The primary data is collected through a structured questionnaire which was prepared to
interview the respondents.

The secondary data was collected through discussion with officials of the company to get
general information; data was also collected from newspapers, books, magazines,
company records and internet etc…

Analysis Technique

To analyse use the simple average method and simple moving average method.

Limitations

 This study is confined to Chickkaballapur District only.

 Prejudice of some of the respondents.

 This research study is confined to steel pipe industry only.

CHAPTER-4

Analysis of consumer survey

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Table4.1. Classification of respondents Awareness of Sree Sai Mitra brand pipes and
tubes

Aware Respondents Percent

Yes 71 71.0

No 29 29.0

Total 100 100.0

aware/nonaware

29%
YES
NO

71%

Figure 4.1 – Graph showing the aware and not aware percentage

Inference

Research shows 71percent of the respondents are aware of SREE SAI MITRA PIPES
products while 29percent of them are not. Maximum number of pipe user knows about
the Sree Sai Mitra brand pipes and their products. This shows strong brand awareness is
there for Sree Sai Mitra brand pipes.

Table 4.2 classification shows Users of the SREE SAI MITRA PIPES product

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 User/non user Respondents Percent

Yes 53 53

No 47 47

Total 100 100.0

USER/NON USER

47% USER
NON USER
53%

Figure4.2 – Graph showing percentage of consumers which are user

Inference

Graph shows 43percent of the respondents are users of SREE SAI MITRA PIPES
product and 57percent of them are non-users. Even though in tight competition in steel
tube industry respondent’s maximum users of the Sree Sai Mitra brand pipes and
structural tubes.

Table 4.3 Classification shows which Sree Sai Mitra pipes product which is mostly in
use.

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Type of pipes use Respondents Percentage

Galvanized tubes 40 40
MS black tubes 23 23
Hollow section tubes 24 24
Pre-galvanized tubes 13 13
Total 100 100

Types of pipes used

40
35
30
Axis Title

25
20
15
10
5
0
GI TUBES MS BLACK TUBES HOLLOW TUBES PRE-GI TUBES

Figure 4.3 – Bar chart showing frequencies of uses of different products.

Inference

It is clear from the chart that the people are mostly using the GI pipes and the rectangular
hallow section. In India more than 70percent are depend on agriculture so more demand
for GI pipes. Due to increase in infrastructure, More demand for rectangular hallow
section tubes.gas transportation use the black pipes.

Table 4.4 Classification shows type of consumers use Sree Sai Mitra pipes and tubes.

Type of consumers Respondents Percentage

Farmers 55 55
Builders 10 10

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Riggers (bore wells) 15 15
Gardeners 8 8
Water suppliers 12 12
Total 100 100

Type of consumers
60

50

40
Axis Title

30

20

10

0
farmers builders riggers(bore garderners water
wells suppliers

Graph 4.4 shows the users of the Sree Sai Mitra brand products

Inference

In project research shows the maximum user of Sree Sai Mitra pipes are farmer they
use GI PIPES 55percent for agricultural irrigation purpose they uses maximum. Bore
well riggers also used the Sree Sai Mitra brand casing. Builders use the hallow section
tubes, small size black pipes and GI pipes. Many auto industries also use the Sree Sai
Mitra tubes.

Table 4.5 Classification shows customers Brand preference to buy the pipes

Brands Respondents Percentage

Sree Sai Mitra pipes 28 28.00

Tata pipes 32 32.00

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Steel tubes, India 15 15.00

Mahalakshmi seemless ltd 8 8.00

Others 17 14.00
Total 100 100.00

Brand preference
35

30

25

20

15

10

0
Sree Sai Mitra Tata pipes Prakash pipes CCTL pipes others
pipes

Column2

Figure 4.5 –graph showing brand preference to buy the pipes

Inference

Brand is an asset to the company. Customer more prefer to branded product. Respondents
shows Tata is strong brand 0f 32percent Compared to other brand. Sree Sai Mitra is
28percent got second position in branded tube industry. More promotional activities are
needed to build a strong brand.
Table 4.6 Classification shows Influencing factors in buying the Sree Sai Mitra pipes
Factors influencing Respondents Percentage

Brand image 23 23
Performance 10 10

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Durability 25 25
Availability 15 15

Quality 12 12
price 15 15
Total 100 100

factors influnceing
15% 23%

12% brand image

performance
durability
availability
10% quality
price

15%
25%

Figure-4.6 graph showing factors influencing to buy the pipes

Inference

Research shows Factors to buy the tube products brand image is 23percent. Durability is
25percent, prise is 15percent. Availability is 15percent. This research shows brand is
more important than other factors. Brand image and durability is main factor to buy the
pipes. Customers more prefer to the branded pipes. Customers want quality, durability,
price along with this they want brand image in product.

Table4.7 Classification shows how customers know about Sree Sai Mitra pipes

Media Respondents Percentage

Advertisement 34 34
News paper 6 6

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 Neighbors 12 12
Dealers 30 30
Friends 10 10
Others 8 8
Total 100 100

media
friends others
10% 8%
advertisement
34%

dealers
30%

news paper
6%
neighbours
12%

Figure -4.7 graphs showing how customers know about the product.
Inference

To increase the sales high promotion is needed. To reach the customer

advertisement is needed. Customer knows product by promotional activities in
advertisement is 34percent, dealers are 30percent, neighbours are 12percent, friends are
10percent, and news paper is 6percent.

Table 4.8 Classification shows the effect of promotional activities on sales

Change in sales Respondents Percent

Increase in sales 72 72

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 No change in sales 28 28

Total 100 100

change in Sales

no change In sales
28%

increase in sales
72%

Figure – 4.8 graph showing promotional effect on sales.

Inference

Research shows the promotions increases the sales. Promotions directly influence
the sales. Retain the strong brand name and to increases the sales, promotion is very
needed in the perfect competition market.

Table 4.9 classification shows Factors behind the Sree Sai Mitra pipes being a
successful brand

Successful Respondents Percentage

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 Brand name 41 41
Range of product 30 30
Quality 10 10
Durability 19 19
Total 100 100
Figure - 9 graph showing factors behind the Sree Sai Mitra pipes being a successful
brand

Factors for successful brand

45
40
35
30
25
20
15
10
5
0
brand name range of products quality durability

Inference

Research shows to be a successful brand in tube industry, brand name, range of products,
quality, and durability are the main factors. Brand name is 41percent, range of products
30percent, durability is 19percent, and quality is 10percent important. These above
factors responsible for success of brand in pipes and tube industry.

Table 4.10 Classification shows customers frequency of purchasing these pipes.

Duration Respondents Percentage

Monthly 9 9
 Quarterly 15 15

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 Half-yearly 17 17

 Yearly 20 20

 Above 2 years 39 39

 Total 100 100

Duration of purchase
40

35

30

25
Axis Title

20

15

10

0
monthly quarterly half yearly yearly above 2 years

Figure – 4.10 graph showing frequency of purchase the pipes and tubes

Inference

Graph shows 9percent of customers purchase monthly. 15 percent of customers

purchase quarterly. 17 percent customers purchase half yearly. 20 percent customers
purchase yearly. 39 percent customers purchase above 2 yearly the pipes and tubes.

Table 4.11 Classification of customer’s satisfaction of pricing of Sree Sai Mitra brand
products.

RATING No. of Customer In Percentage

Respondent
Highly satisfied 35 35
Satisfied 40 40

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 Neither satisfied nor 15 15
dissatisfied
Dissatisfied 10 10

Price Satisfaction

40
35
30
25
20
15
10
5
0
Highly Satisfied Satisfied Neither Dissatisfied Dissatisfied

Figure – 4.11 graph showing respondent’s satisfaction of Sree Sai Mitra brand pipes.

Inference

Graph shows 35 percent customers highly satisfied with price of Sree Sai Mitra
products. 40 percent customers satisfied with price. 10 percent customers dissatisfied
with price of Sree Sai Mitra pipes and tubes.

Table 4.12 classification shows Satisfaction level about product portfolio of the Sree Sai
Mitra brand product’s.

RANKING No. of Customer Response In Percentage

Satisfaction 43 43
Good 34 34
Bad 23 23
2TOTAL 100 100

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 SATISFACTION OF THE PRODUCT RANGE

Satisfaction
Good
Bad

Figure – 4.12 graph showing satisfaction of product range of Sree Sai Mitra pipes and
tubes.

Inference

Research shows 77 percent of respondents satisfied with product range Sree Sai Mitra
pipes.23 percent of respondents not satisfied with product range of Sree Sai Mitra pipes
and tubes.

Table 4.13 classification shows customers satisfied with the quality of Sree Sai Mitra
brand products

PERCENTAGE OF
RATING NO OF RESPONDENTS RESPONDENTS
SUPERIOR 29 29
SATISFACTORY 35 35
ABOUT AVERAGE 15 15
VERY POOR 11 11
UNSATISFACTORY 10 10

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 SREE SAI MITRA
10%

11% 29% SUPERIOR

SATISFACTORY
ABOUT AVERAGE
VERY POOR
UN SATISFACTORY
15%

35%

Figure -4.13 graph showing respondents’ satisfaction of quality of Sree Sai Mitra pipes.

Inference

Graph shows 29 percent respondents Sree Sai Mitra pipes are superior quality, 35
percent are satisfactory, 15 percent are good, 25 percent are dissatisfied with the quality
of Sree Sai Mitra brand pipes and tubes.

Table 4.14 Classification shows Suggestions given by the consumers to improve the
sales.

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Factors Frequency Percent

Availability 15.0 15.0

Schemes 45.0 45.0

Price 40.0 40.0

Total 100.0 100.0

SUGGESTION BY CONSUMER
Availability
Price 15%
40%

Schemes
45%

Figure 4.14 – Suggestions given by the consumers

Inference

According to the table and graph it can be clearly inferred that respondents want some
schemes for them and after that slight decrease in price so that the product will be in the
reach of the consumers..

Table4.15 Classification of customer’s satisfaction of availability of Sree Sai Mitra

brand products.

RATING No. of Customer In Percentage

Respondent

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Highly satisfied 40 40

Satisfied 35 35

Neither satisfied nor 10 10

dissatisfied

Dissatisfied 15 15

40
35
30 Highly satisfied

25 Satisfied
20
Neither satisfied nor
15 dissatisfied

10 Dissatisfied
5
0
No. of Customer Respondent

Figure- 4.15 graph shows satisfaction of availability of Sree Sai Mitra pipes and tubes.

Inference

Research shows 45 percent customers highly satisfied about availability of product. 35

percent satisfied with the availability of Sree Sai Mitra product. 10 percent neither
satisfied nor dissatisfied, 15 percent dissatisfied with availability of Sree Sai Mitra pipes
and tubes.

Table 4.16 Classification shows customers perceive Sree Sai Mitra as a successful or un
successful brand

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 Brand Frequency Percent

Successful 67 67

Un-Successful 33 33

Total 100.0 100.0

brand
successful un successful

33%

67%

Figure – 4.16 graph shows Sree Sai Mitra brand is successful or unsuccessful brand
Inference

Research shows 67 percent customers perceive Sree Sai Mitra brand as a successful
brand. 33 percent customers
perceive Sree Sai Mitra brand is un successful brand.

CHAPTER-5
SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION

Findings

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 During research we find 71 percent respondents aware of Sree Sai
Mitra brand pipes and tubes, 29 percent unaware of Sree Sai Mitra
brand pies and tubes.

 In 100 respondents 53 percent are users of Sree Sai Mitra pipes, 47

percent respondents’ nonuser of Sree Sai Mitra pipes.

 In research shows 40 percent respondents are users of GI pipes. 23

percent respondents are users of MS black pipes, 24 percent
respondents are user of hallow section tubes. 13 percent respondents
are users of pre GI tubes.

 Farmers, builders. Riggers, water supplier, gas suppliers are the main
customers for Sree Sai Mitra brand pipes.

 Research shows 9 percent respondents purchase monthly. 15 percent

purchase quarterly. 17 percent purchase yearly, 39 percent respondents
purchase above 2years the pipes and tubes for their use.

 In research shows 28 percent respondents prefer to buy Sree Sai Mitra

brand pipes, 32 respondents prefer to buy Tata pipes. 40 percent
respondents prefer to buy other brand pipes and tubes.

 Many factors influence to buy the pipes 23 percent respondents prefer

to buy branded pipes. 16 percent performance, 25 percent see
durability, 15 percent availability, and 12 percent quality, 15 percent
price are influencing factors to buy the pipes.

 Many respondents know Sree Sai Mitra products by advertisement,

news paper, neighbour, dealers, and by friends.

 Maximum 72 percent responds prefer to increase the sales by increase

the promotional activity. 28 percent responds will not increase the
sales by increase the promotional activity.

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  35 percent respondents highly satisfied with price tag of Sree Sai Mitra
pipes. 40 percent customers satisfied with price tag. 10 percent
respondents not satisfied with the price tag of Sree Sai Mitra pipes
and tubes.

 Sree Sai Mitra as wide product verity, 77 percent satisfied with the
product range of Sree Sai Mitra pipes and tubes. 23 percent
respondents not satisfied with product range of Sree Sai Mitra pipes.

 Maximum respondents satisfied with the Sree Sai Mitra brand pipes
quality.

 Suggestion given by respondents to improve sales, by decreasing the

price, more availability of product and increase the schemes to
increase the sales.

 67 percent respondent are Sree Sai Mitra as successful brand, 33

percent are respond Sree Sai Mitra brand as unsuccessful brand.

Suggestions
 During our research process we found that majority of the Consumers find the
brand to be successful because of the following reasons:

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  Availability

 High quality and durability

 Consumer specific products

 Wide range of products

 At the time of their purchase either the other brands had come out with better
promotional schemes and in reasonable price. Easily availability of product then
customers buy the competitors brand product. So I suggest improving the
availability by increase the dealership in each and every district.

 So many respondents don’t know the Sree Sai Mitra brand so increase the brand
awareness by increasing the promotional activities to reach the customers.

 Perfectly implement the ERP solution in marketing.

 Improve quality of Sree Sai Mitra brand pipes and tubes.

 Get large revenue project by bidding in gas pipes supply.

Conclusions

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 The result of this survey is sufficient enough to prove that Sree Sai Mitra
Pipes has a very good reputation in the market. It has been successful in
maintaining quality and performance etc.
 It is also observed that it is facing heavy competition from various other
brands such as TATA, Prakash, and Welspun etc. Therefore it is most
important to keep the competitive efficiency high.
 In this present competitive market, the consumers has been describing as
the 'King. Thus it is very essential that every manufacturer should
manufacture those product and services that satisfied present needs of the
customers.
 Consumer's Orientation is an importance for image for creating and
maintaining the brand image in the minds of the consumer.
 Thus, it is important on the part of “Sree Sai Mitra Pipes” Chinthamani
city may consider this analysis and suggestions for achieving higher
market performance in the future.
 The Company could not reach its usual profit percent. Despite this fact,
the company has managed to increase its sales turnover for the year.
However the operating profit was lower. The company should take
measure to improve sales and turnover of the product.
 Company already entered the international market in 35 countries. More
brand awareness is important to increase the sales.
 Customers satisfied with the product portfolio of Sree Sai Mitra brand.

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