The report titled A STUDY OF "BRAND AWARENESS AND ITS IMPACT ON

CONSUMER BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO CEAT

TYRES AT BANGALORE” provides information about the satisfaction level of Dealers
Customers and their perception towards CEAT to make it easy to identity the extended market
Discussed the entire topic under different divisions. Company Surroundings, its mission vision,
value and other related issues. methodology, analysis, findings and recommendations have
been discussed in details the study is about the brand awareness and its impact on consumers
buying behaviour the reason behind choosing this topic is, as of CEAT tyres doesn't have good
brand awareness in the market, this study helps to know the reasons behind this. The main
intention of this training is to assess the flat of brand awareness of CEAT tyres among the
customers, to know the level of effectiveness of brand awareness in a buying process of
consumers and the other factors which influence in a consumer buying behaviour. CEAT has
recently enter in to Bangladesh market and now they are in the expansion stage. Here, they are
more focusing and targeting the truck and bus segment. At present, CEAT is working in
regions- Dhaka, Chittagong. Sylhet, Bogra and Jessore. The main store house is at Chittagong
and all the product are disseminated from there. At first, I figured out the market situation and
gather product information through fitment review. And then I met dealers and interviewed
customers to know their concept about CEAT Tyres. The company is recommended that CEAT
tyres should concentrate on brand awareness programs and promotional activities as they act
as an important tool for the organization. As per now CEAT tyres are not promoting any of
their products through any media, so if CEAT tyres choose any of the effective media they can
target large number of customers at a time and also they can make their brand familiar in the
market. Affine Torino Spa was established in Italy in 1924 Today, CEAT one of India's leading
tyre manufacturers and has presence in global markets and has a capacity of over 25.000 Tyres
per day. CEAT offers tyres to all segments and manufactures radials for Heavy-duty Trucks
and Buses. Light Commercial Vehicles, Earthmovers Forklifts Tractors Trailers, Cars
Motorcycles and Scooters as well as Auto-rickshaws The company is headquartered at Annie
Besant Road
CEAT owns
 6 Manufacturing plants
 10 outsourcing units for tyres, tubes and flaps
 3 dedicated 2-3. wheeler plants controlled by CEAT
Inspired by 'Make in Maharashtra initiative. CEAT Tyres announced its plans to invest Rs 400
crore in a new tyre plant in Butibori, Nagpur Devendra Fadnavis, Chief Minister of
Maharashtra, laid the cornerstone for the plant that will be set up in three phases. In the first
phase (2014. 2016), Rs. 400 crore will be invested. In the Nagpur plant the production has been
started

 CEAT manufactures a wide range of tyres for various customer radials for Indian
vehicles and caters to Heavy duty Trucks and Buses
 Light Commercial Vehicles
 Earthmovers
 Forklift
 Tractors
 Trailers
 Cars
 SUVS
 Motorcycles and Scooters
 Auto-rickshaws
 CHAPTER 1

INTRODUCTION
INTRODUCTION

CEAT

SRI KRISHNA TYRES "A confidentially own firm been managing by the promoter Firm put
up in 2003 by K.C.Puttaswamy Gowda who hails from a household of entrepreneur:
K.C.Puttaswamy Gowda alone managing firm for several years and struggle to put SRI
KRISHNA TYRES among good reputable distributor certain years Inter, Kiran Gowda, the big
son entered into the firm with his father. K. Puttaswamy Gowda a well graduated gave a new
position to the firm. His graduation assisted him appearance at new and improved expertise for
civilizing value of goods, civilizing project and falling period. He individually manages the
manufacture procedures and safeguards a plane and continuous movement. A firm that ongoing
of diffidently starts rising its trade through the world and is currently making a return of above
5 billion each year and rising continually. In the rising and successful firm K.C. Puttaswamy
Gowda running the ever-expanding demand. CEAT. merged in 1958, is amongst the peak tier
manufacturer in India well tyres. The company also produce and sales tubes. The firm
manufacturing a wide-ranging of tyres to low and high motor vehicles. The firm manufacturing
above 5 billion tyres on a yearly basis. It functions 4 Manufacturing plants. The firm also
functions 3 devoted two and three-wheeler plants controlled by CEAT. CEAT exports tyres to
countries namely USA. Australia and others. The firm has link of 35 area workplaces in excess
of 2,100 traders and more than 50 C&F agents. It also provides after-sales military through it
all 4 divisional offices assist by 50 service engineers Since 1985, the companies conduct R&D
activities that focus on as long as client lofty end product.
INDUSTRY AND COMPANY PROFILE

CEAT

CEAT, fused in 1959, is amongst the best remanufacturer in India. As well tyres, the
organization likewise makes and markets CEAT tyres. The organization fabricates a wide
assortment of tyres for 2-wheelers, 3-wheelers, 4 wheelers, tippers and trucks In 1925, CEAT
worldwide was appointed at Italy to fabricate links for phone and railroads. Later in 1959,
CEAT into the Indian market prompting arrangement of CEAT Tyres of India. The
organization was molded in gathering exertion with the Tata Group. Much later in 1982, the
RPG Group assumed control over the compose of CEAT Tyres of India and in 1999 the
organization was rechristened as CEAT The organization fabricates more than 5 million tyres
on a yearly premise. It works 4 Manufacturing plants - 2 in India (Mumbai and Nasik) and 2 in
Sri Lanka. It has ten outsourcing units for tyres and tubes, the organization likewise works 3
committed 2-3-wheeler plants disallowed by CEAT.
CEAT export tyres to nations to be correct USA, Africa, America Australia and different parts
of Asia. The organization has pot India system of 35 provincial office, more than 3,500
merchants and more than 100 C&F operators. It likewise give after Sales administration
through it each of the 4 divisional office, helped by 50 administration engineers: Since 1984,
the organization direct R&D movement that attention on giving client a high-end item The
organization's assembling units have expected ISO accreditation for worth administration.
 CHAPTER 2

PROFILE OF THE ORGANIZATION

The History of the Tyre
The very first tyres were bands of iron placed on the wooden wheels of cart and wagons.
Luckily, with the discovery of neighbour’s things changed. It was in the mid 1800's that the
first tyres made using rubber appeared. They were simple interest the rubber carried the load
entirely. It was in 1845 that the pneumatic or air-filled tyre which works by air within the tyre
absorbing the shock of the road - was invented and patented by RW Thomson. His design used
a number of thin inflated tubes inside a leather cover (see illustrated). This meant that it would
take more than one puncture before the tyre deflated. However, despite this new breakthrough
in tyres, the old solid rubber variety was still favoured by the public, leaving the pneumatic
tyre out in the wilderness It wasn't until 1888 that John Boyd Dunlop, unbeknownst to him
reinvented the pneumatic Tyre whilst trying to improve his son's hike Dunlop tyre like
Thomson's, didn't seem to sell at first - until a bike race in Belfast was won by a rider using his
tyres. With that victory, people began to take notice of the pneumatic tyre. In 1895 the
pneumatic tyre was first used on automobiles by Andre and Edouard Michelin. It was also
around this time that legislation was put into effect that discouraged the use of solid rubber
tyres. All over the world companies spring up to meet the new demand for the new tyres. The
age of the pneumatic tyre has begun Tyres remained fundamentally unchanged throughout the
20's and 30's until Michelin introduced steel-belted radial tyres in 1948. This new type of
pneumatic tyre meant that they would have a longer life thanks to ply cords that radiate from a
90-degree angle from the wheel rim. It also meant that the tyre had less rolling resistance -
increasing the mileage of a vehicle. One drawback was that these tyres required a different
suspension system on the vehicle. This new radial tyre was very successful outside of the US,
with companies in Italy, France, Japan and Germany producing them in large numbers. In the
US however, a battle commenced American car manufacturers were afraid that the cost to
redesign their career into use these radial tyres was too much and so stuck to the older bias ply
tyres.
COMPANY PROFILE

PROMOTORS:

SRI KRISHNA Tyres a private own organization being overseen by the promoter the
organization was begun in 2003 by Mr.K. Puttaswamy Gowda who hails from a group of
business people. Mr. K.C.Puttaswamy Gowda alone dealing with his business for a long time
and strived to Put SRI KRISHNA Tyres amongst settled exporters.
A few years after the fact, Mr.Kiran Gowda, the senior child held hands in the business with
his dad. Mr. K.C.Puttaswamy Gowda u Mechanical Engineer gave u radical new viewpoint to
the business. His assembling foundation offered him some assistance with looking at a od sever
innovation for enhancing nature of items enhancing plan and dropping time. He in person
supervise the generation forms and Guarantees a smooth and unbroken stream An organization
that began off modestly began rising its business over the globe and is without further ado
doing a turnover of more than 5 million articles of clothing each year and rising continually. In
the expanding and flourishing business K.C. Puttaswamy Gowda running the constantly
extending request.

VISION
Start with a dream work with assets that are powerfully coordinated with a solid duty
10 greatness in items and procedures, through a group of committed individuals, while
guaranteeing a perfect situation for our plant, the earth, all to serve the client better.

Mission
To provide better value to every passenger and good came in the nation through
economical and technologically advanced tyre solution.

SRI KRISHNA Tyres COMMITTED TO:

1. Supplying results of predictable quality to make glad the client's need.

2. Conveying the products at the ideal spot at the perfect time and at the right cost.
3. Reacting rapidly and adequately in all correspondence with clients.
4. preparing of all workers in accomplish the results of grandiose quality.
5. Guarantee great quality crude material supply from suppliers.
6. Having compelling dispatch with supplier.
This will be accomplished from side to side the usage and upkeep of a very much. achieved
framework to meet the prerequisite of purchaser's standard.

Products/Services Profile:
The SRI KRISHNA TYRES is an ISO 9001 and 2000 ensured Company occupied with
Fabricating whole scope of feels worn out on bicycles autos, transport and so forth. Our items
are advertised under the exchange name -PENTAGON that conveys quality, dependability and
exhibitions. Pentagon tyres is furnished with complex assembling unit outfitted with a present
merger plant with a generation office of 50KL every day started it creation with the condition
of craftsmanship innovation amid the year 2003 at, Bangalore We are likewise supported with
solid advertising deals & technical group who make regularly provoke and quality tune-up
moved down by on time conveyance through our own vehicle. SRI KRISHNA Tyres being a
maker cum advertising organization, the advantages gathering out of Modal, CT3 Form, Form
XVII, "C" Form and all other qualified concession offered &accepted by both Central and State
Governments are by and large completely gone on to our significant clients.

Competitor's information:

MRF

MRF tyres have wide market in India and stand in the number one position in the market. They
have a strong dealer network, equally among all dealers and they are the market leaders in all
the cities. The standards and quality of CEAT tyres is compared and matched with MRF tyres,
Madras Rubber Factory Limited, commonly known by the abbreviation MRF, an Indian
multinational and the largest manufacturer of tyres in India It is headquartered in Chennai,
India. The company manufactures rubber products including tyres, treads. tubes and conveyor
belts, paints and toys. MRF also runs the MRF Pace Foundation, Chennai and MRF Challenge
in motorsport.
APOLLO

Apollo tyres are in the second position next to MRF tyres in India. They are well known for
decorative tyres manufacturer. Apollo Tyres Ltd is the world 17th biggest tyre manufacturer,
with annual consolidated revenues of Rs. 117.1 billion (US$1.8 billion) in March 2016 I was
founded in 1972. Its first plant was commissioned in Perambra, Thrissur, and Kerala, India.
The company now has four manufacturing units in India, I in Netherlands and Hungary. It has
a network of nearly 5,000 dealerships in India, of which over 2,500 are exclusive outlets. It
gets 69% of its revenues from India. 26% from Europe and 5% from other geographies. Apollo
announced its entry into the two-wheeler tyre segment with contract manufacturing in March
2016.

JK tyres
TOTI CORTAL

JK tyres are in the third position in the Indian market, they are contributing 12% of the exterior
tyres in the Indian market Tyre & Industries Ltd is an Automotive Tyres, Tubes and flaps
manufacturing company based in delhi, India. The name JK is derived from the initials of
Kalapati 18841937 and his father Seth Juggilal 18571922 The company is the market leader in
Truck Bus Radial tire in India and is the only tyre manufacturer offering the entire range of 4-
wheeler radials for Trucks, Buses and Cars. JK Tyre has a worldwide customer base in over 80
countries across all 6 continents. It is a part of J. K. Organization group of Companies. JK Tyre
acquired Mexican tyre major - Tornel in 2008. With production facilities in all 9 planets, total
production capacity is almost 20 million tyres.
The McKinsey 7S Framework

STRATEGY

It refers to a set of actions that company start with and must maintain. It includes integrated
vision and direction of the company in which it desires, communicates and builds a relationship
with implementation of vision and directions the main strategy of the company to provide better
products to their customers through building relationship with the customers and to provide
diversified services.

STRUCTURE

The outline of the managerial arrangement is a basic undertaking of the top administration of
an association. It is similar to the skeleton to the entire association. Association structure
alludes to the generally more study hierarchical plans and connections. It characterizes the
formal relationship among different positions and exercises. Decentralization structure is taken
after the power and obligation is conveyed from the top level to base level administration
through various divisions What's more, every division is responsible to top administration.
STYLE

Style is one of the top management initiates that can be used to bring about Organizational
differs from each other in their styles of working in totalitarian authority style the
administration keeps strict close manage over Employees by keeping close guideline of
approaches and systems provides for the Works. The firm motivates to sharing ideas, and
encourage for good debate of people to Feel good about their environment.

SKILLS

Skills are domain attributes or capabilities that in the organization. It refers to the employees
who are required to achieve the organization objectives. It ensures that people know how to do
their jobs and stay update with the latest techniques. Skills also mean the capabilities as whole.
The special training and development is given to our employees to improve their skills and
knowledge periodically for their career growth.

SYSTEMS

The system plays a vital role as one of the elements of 7s model, it refers to all the stipulated
procedures that assist the functioning of organization structure. Periodically we conduct
meeting on monthly basis with our sales and marketing heads to improve our sales We are
modernizing the procedure by advancement and utilization of new innovations to settle on the
choice making prepare snappier.

STAFF

SRI KRISHNA TYRES pvt extraordinary emphasis on recruiting the skilled employees or
staff, and they provide extraordinary training with the support of the mentor to achieve their
goals in a professional manner Incentives and other benefits are provided to the staff with good
working environment to keep our staff happy and confidence among the employees about their
future growth in the organization.
SHARED VALUES

The shared values are one of the growth of the organization without having any discrimination.
Adequate delegation, right intent (idea), commitment, and execution are the mission of the
company.
 Innovative all employees and building culture.
 Quality management through performance.
 Core values and ethics in being imported to the employees.

Milestones achieved / awards received:

 CEAT wins Gold at the EFFIE Awards 2011 for Be Idiot safe Campaign.

 CEAT wins Cause Marketer of the year award at CNBC Awaaz Consumer Awards
2011.

 CEAT wins awards for Employer Branding and Best HR Practices for 2010.

 CEAT receives Reader's Digest Trusted Brand Gold Award for 2009.

 The 2007-08 Raid de Himalayas 2-wheeler Rally was won on CEAT Tyres.

 CEAT was the no l in exports amongst all tyre companies in India... Source
ATMA Report 2007-08.

 CEAT Shoppe wins Best Innovation Award 2007.08 (Franchise Association of

India)

 From a 2-wheeler tyre to a Car Tyre to a Giant OTR Tyre, CEAT makes the entire
Range of Tyres.

 CEAT won the Employer Branding Award for "Excellence in Training 2007-08
(Awards by the Asia Pacific HR congress)
  CEAT has adopted a village "Tirad Seth", near Nasik as part of its CSR activities

 Winner of RPG Quality award in 2003 2004 & 2006.

 Certificate of merit in RPGOE in 2005.

 100 percent vendors are ISO certified.

 Rated amongst top four auto ancillaries.

Corporate Social Responsibility (CSR).

NETRANJALI

Netranjali, the Flagship Programmed was launched in 2014-15. to work towards the cause of
preventing avoidable blindness in India. This is a key need is India has the world's largest blind
population with 80% of cases of blindness being preventable with early stage interventions.
Eye health check-up camps under Project Netranjali reached out to 150 - 200 beneficiaries per
camp, covering a total of 10,000 Individuals across different schools & slum communities in
Bhandup, Navi Mumbai, Worli Halol. Three different target groups were covered in the
Netranjali Camps school children, slum community/elderly & Truckers.

SWAYAM

Empowering economically less privileged women in driving skills Focus on empowering

women by breaking stereotypes and paving new path for Economically less privileged women.
It builds driving skills leading to gainful employment thus promoting gender equality and
women empowerment. I will drive a powerful social change within the industry that we operate
in transport industry.
PEHLAY AKSHAR

The Pehlay Akshar program addresses the social need gap by imparting practical English
fluency, both spoken and read, to children thereby empowering them for future employability.
It is operating in 14 Government schools in Bhandup, Nasik and Halol reaching out to 1232
students.

JEEVAN

Jeevan is an integrated community development project focusing on improving all-round

quality of life in the areas of clean drinking water, overall health and nutrition based
interventions, amongst others.

SAKSHAM

A multi skill development program focusing on alternative livelihoods training for women in
tailoring, nursing and patient care assistance and mobile repairing and other Technical skills
for youth Project Saksham being implemented in the local communities of our plant locations
in Bhandup Nashik and Halal.

SWOT ANALYSIS

STRENGTH

 Much chance for tyres business.

 Latest techniques is used in CEAT for manufacturing
 Only export so that they can evades the threats of local marketplace
 Best Infrastructural services
 helpful working environment
 Workers participation in management
WEAKNESS

 less availability of skilled workers at work place

 So far from harbours and Airways makes transportation problem
 Less salary for unskilled employees
 Inflexible working hours

OPPORTUNITIES

 There is a scope for expansion of company

 Support from government for expansion
 Greater Innovation

THREATS

 Currency esteem change

 Situated in outskirts of city
 Political risks

FUTURE GROWTH AND PROSPECTS:

In 2016-17 and 2017-18 company is expecting around 200 crore profit per

eu as of now it is 40 crore per year

New technology implication and innovative products production
Pan India Presence
•.
• Expansion of manufacturing units and market for our products.

Increase dealers across the country

Area of Operation:

• BANGALORE
• Chikmagalur
Delhi
%D Kerala

CHAPTER 3

REVIEW OF LITERATURE AND RESEARCH

DESIGN

LITERATURE REVIEW:
According to Devendra Chawla "CEO Food Bazaar (Nov 5, 2014). in his
article differentiated that consumer behavior of recent trend and past few
decade of consumer behavior. In this article Mr. Devendra Chawla has
explained about the drastic changes between the consumers and their behavior
as a decade ago. In this article he has given many live examples which are
happening in the current trend. By this study we can unstated that clients look
up to create a new style, te prefers to create their own sense of style. The
young generation combines the brands which allow to get the self-expose.
And they aware of their requirements, choices, alternatives and the new
brands which are available in the market.
According to Sawant" (2012) Brand is an important aspect to the consumers
while making the purchase result. The client will believe the monetary
principles while buy to make happy their needs by comparing the other brands
or readily available brand The customer's consideration will be different from
one to another. The consumers may also be able to switch to other brands or
competitors brand in case of dissatisfaction with the used or existing brand. So
the customers always expect the experience what they had in the previous
purchase
According to Helen Edwards"(Jun 22, 201D In his article states that due to
the INERTIA if there is a delay in the work or to get service also the
customers won't switch to other service. Because strong feeling in the
consumer behavior is particularly what will keep you where you are. To avoid
these kind of delay in the UK bank try to make beautiful trade atmospheres
where the manufactured goods happen to be finance Buildings are known as
store, and are open for 7 days a week. The process is so quick that the
economic account can be generate within 14 min after actual process starts,even the credit cards
and pin numbers can provide within 15 min. this is
mainly to reduce queues and waiting time, and the store has a counting of
coins by using machines, so trader don't hold up everybody at the back them
with their plenty of small modify
According to Craig Herman From this article the clients decide more
quickly from the options that they include one identified brand than they
choose with a set which includes only unknown ones. Creating brand
awareness in the customers mind and being the first among the competitors
brand is important and it is difficult

Soundarya & Jankidas" (2012), explained the importance of the market

share and the variables that are to be focus on to gain the market share and to
understand the consumer's behavior. By this study we understood that the
Indian companies should focus on quality standards, new products, long lose
ting and different kind of products towards the customers in order to gain a
better market share.

"Sharma and Pathan (2010 stated that the age and the gender does not
make much distinction in the opinion of a shopper while choosing a brand
The purchase decision of the consumer's largely depends on the value of the
brand in financial terms as well as the location it enjoy in the mind of the
public

Zeh et al (2011) in hein article on the study is about female consumers

related to the clothing. That is the female consumer's shows positive attitude
towards brands and high level of contribution in style clothing. Along with
that self-concept was also the most imperative element as customers use brand
connected product that matches with own personality,

According to Survey report (Oct 28, 2014) says that the customers are with
the company due to the good service they are getting from the company, and
this is continuing in India The customers are much concern about the service
what they will get after ales. This is the task of the company to see through
that customers are happy with company
Why products and services, because these the company can grow
"Jahun Anselmsson" (2006: study is based on the customer satisfaction who
visits the malls. That is the taste and preferences of the customers who visit the
shopping malls. By this study it found that there are eight important factors
which influence customers to buy and which leads customer satisfaction
Those are selection, atmosphere, convince, refreshments. place and
promotional behavior and merchanding policy

RASTORALLO study focused mainly on the promotional activity that to

the promotions on Point of sales and buying motives which are happening in
the retail analyses that the buying behavior in reference to the point of sales
promotion offered by retailing company and the determinants of sympathy
towards the inspiring of shopping Hence the customers are becoming loyal to
the retail shops and attracting to their brands

TOPIC CHOSEN FOR THE STUDY

A STUDY OF BRAND AWARENESS AND ITS IMPACT ON CONSUMER
BUYING BEHAVIOUR WITH SPECIAL REFERENCE TO CEAT TYRES AT
BANGALORE"
"Brand awareness is the extent to which a brand is seen by potential customers, and is
precisely associated with a particular thing. Conveyed generally as a rate of the target
business division, brand awareness is the crucial goal of publicizing in the early
months or years of a thing's presentation Brand awareness is related to the
components of brand identities in customers memory and can be reflected by how
well the clients can perceive the brand under various conditions Brand awareness
fuses brand affirmation and brand audit execution. Brand affirmation insinuates the
limit of the clients to precisely isolate the brand they in advance have been introduced
to. This does not as per normal procedure require that the customers perceive the
brand name. Maybe, it much of the time suggests that buyers can respond to a
particular brand in the wake of audit its visual packaging pictures. Brand audit
implies the limit of the purchasers to precisely make and recuperate the brand in their

memory
NEED FOR THE STUDY:
The general reason of research is to regulate Brand awareness of CEAT tyres
products. The study will reveal how company wants to aware on the brand and how it
is recognize by its clients. This result of research will help the company to design
appropriate strategies if the difference is more in what company wants and what it is
at present. The study will also help the company to find their strengths, weaknesses
which are under its control addition to this it will also determine opportunities
available in the market and the threats in faces from its competitors which are
external to it The research will give valuable input to the management regards
dimensions like price, quality, service, durability, packaging etc. It will help the
company to find awareness level of its brand and adopt suitable promotion.

advertisement, publicity policies to market it there products, Thus this will benefit the
company to formulation long term strategies
OBJECTIVES OF THE STUDY
To explore the strategies and tools used by CEAT tyres to create brand

awareness amongst the elements.

To assess the brand awareness of CEAT tyres among the customers
To identify the factors which influence the consumer buying behavior towards

CEAT tyres
SCOPE OF THE STUDY:

This study helps to know about the brand awareness and its impact on
consumer buying behavior which is limited only for Bangalore Plant. This
study helps to analyze the brand awareness in the consumers mind. This
also helps to identify the factors that influence on customer buying conduct of

CEAT tyres goods

LIMITATIONS OF THE STUDY:

Due to privacy of some sequence correct reply was not exposed by some of
the repliers.

Some of the reply of the public may be partial

Market comprises of huge number of customers, the sample size considered in this
market survey was 100. Hence these results are subject to constraints i.e. final output
may vary from reality

RESEARCH METHODOLOGY

Data Sources

Primary Data: Gathered from the Metro trade and bring clients out
Bangalore city through an all-around composed survey

Secondary Data: Gathered from books, magazines. Organization reports,

organization and Related sites and daily papers

Collection Tools
The following tools were used to collect the data for the study

Questionnaire
A structured questionnaire was used to collect the primary data. Respondents were
asked to fill the questionnaire, consisting of close ended questions.

Sampling technique
Convenient sampling technique used to select the respondents.

Sample size
100 samples were taken for the study

Plan of analysis
After the collection of primary data the questionnaires were scrutinized and tabulated
manually. An appropriate statistical technique was also employed to draw the results
CMR INSTITUTE OF MANAGEMENT STUDIES

Page 22

DATA COLLECTION METHOD

100 respondents were decided for the study utilizing Probability examining
* The sample size of 100 was pre-decided by the Assistant Manager for convenience
purposes.
The questionnaire consisted mostly of close-ended questions only one open-end
question was used where the respondents could give an opinion suggestion in
their own words
The results were analyzed using Microsoft Excel statistical tool

CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

DATA ANALYSIS AND INTERPRETATION

THE DATA COLLECTED THROUGH QUESTIONNAIRE METHOD
4.1 STATISTICAL ANALYSIS
Table no 4.1
Particulars
Respondents Percentage

Strongly agree

05

24

Agree
Neutral

11
40%

20
20
40

20%

Disagree

11%

Strongly Disagree

24

15%

Graph NO 4,LI

40%

40%

24%

20%

20N

13

2
3

Analysis: From the table information is analyzed that out of 100 respondents 24%
strongly agreed, 40% agreed, 20% neutral. Il disagreed and 5% strongly disagreed
that CEAT tyres is a well-established brand in the market.
INTERPRETATION: From the analysis it is clear that the brand awareness program
a CEAT tyres is average. The most people responded as agreed and next strongly
agreed. So that the brand awareness of CEAT tyres is average in the market. The
company can put more efforts to create the brand still more effective by promotional
activities or brand awareness programs

CMR INSTITUTE OF MANAGEMENT STUDIES

Page 24

TABLE NO 4.1.2
Strategies used by the CEAT tyres was effective to create brand awareness

Respondent

Particulars
Percentage
Strongly agree
02
17%

Agree
Neutral

11
47
24
24

47%

24%

Disagree
Strongly Disagree

10%

17

2%

Graph 4

Strategies used by the CEAT tyres

was effective to create brand

awareness

60

40
20

10

11

Analysis From the above table it can be analyzed that 17% strongly agreed. 47%
agreed, 24% neutral, 10% disagree, and 2% strongly disagreed that strategies used by
the CEAT tyres was effective to create brand awareness
INTERPRETATION: From the above analysis it can be interpreted that the strategy
used by the CEAT tyres to create brand awareness is successful to many people
responded as agree. Since there is a majority of neutral as compared to strongly
agreed, still the response from the people is Agree It tells that the strategy used by
the company is successful in creating the brand awareness. But the company should
execute new strategy to get the neutral customers as agreed

CMR

CMR INSTITUTE OF MANAGEMENT STUDIES

Page 25
TABLE NO 4.13
CEAT tyres products has tough competition for other brands
Particulars
Respondents

Percentage

Strongly agree

04

24%
Agree

14

28%

Neutral

30

30%

Disagree

28

14%

Strongly Disagree

24

4%

Graph 4.1.3:
CEAT tyres products has tough competition for other brands

Strongly
agree

Strongly Disagree

4%
Agree

24%

14%

Analysis: From the above table it is analyzed that 24% strongly agreed, 28% agreed.
30% neutral, 14% disagree, and 4% strongly disagreed that the CEAT tyres products
has tough competition for other brands or competitors' products.
INTERPRETATION: From the above analysis it sound that since they are mainly
concentrating on the brand awareness programs, they are not as much tough
competitors to the other brands. But still their brand programs are doing well it
cleared that the CEAT tyres should give tough competition to the competitors in a
few years

CMR CMR INSTITUTE OF MANAGEMENT STUDIES

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TABLE NO 4.14
CEAT tyres products can be recommended to others

Particulars

Respondents

Percentage

Strongly agree

04

19%
Agree

10

38%

Neutral

29

29%

Disagree

38

10%

Strongly Disagree

19

4%

Graph 4.1.4:
CEAT tyres products can be recommended to others

Strongly Disagree

Strongly
Agree Agree
10%

19%
Natural

29

Disagree

Analysis: From the above table it is analyzed that 19% strongly agreed, 38% agreed,
29 neutral, 10% disagree, and 4% strongly disagreed that the CEAT tyres products
can be recommended to others
INTERPRETATION: From the above analysis it is clearly shows that the 38
peoples responded as agreed it tells that the products of the CEAT tyres are good and
the products can be recommended to others.

CMR CMR INSTITUTE OF MANAGEMENT STUDIES

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TABLE NO 4.2.1
Promotional strategies used by the CEAT tyres are effective in the market
Particulars
Respondents Percentage
Strongly agree
10
20%

Agree

35%

Neutral
26
Disagree
35
26%

9%

Strongly Disagree
20
10%
Graph 4.2.1:
Promotional strategies used by the CEAT tyres are effective in the market

20%

10%

Analysis: From the above table it is analyzed that 20% strongly agreed, 35% agreed,
26% neutral, 9% disagree, and 10% strongly disagreed that Promotional strategies
used by the CEAT tyres are effective in the market
INTERPRETATION: From the above analysis it can be interpret that out of 100
response 35% responded as strongly agree, by this we can analyze that the
promotional strategies used by the Apollo paints are effective in the market. CEAT
tyres understand that the sales will increase by the promotions

CMR (INSTITUTE OF MANAGEMENT STUDIES

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TABLE NO 4.22
A CEAT Tyre Product offers are attractive and makes the customer to purchase
the product
Particulars
Respondents Percentage

Strongly agree
05

15%

Agree

30%
40%.
40%

10
30

Neutral

Disagree

40

10%

Strongly Disagree
15
Graph 4.2.2:A CEAT Tyre Product offers are attractive and makes the customer
to purchase the product

30%

40%

10%

1 23
Analysis From the above table it is analyzed that 15% strongly agreed, 30% agreed.
40% neutral 10% disagree, and $% strongly disagreed that CEAT tyres product
offers are attractive and make the customers to purchase the product
INTERPRETATION: From the above analysis it is clear that since they are
incurring the money in brand awareness and promotional programs they are unable to
provide the offers what as much the customers expectation. The customers are not
happy with the offers provided by the

CMR
CMR INSTITUTE OF MANAGEMENT STUDIES

Page 29

TABLE NO 4.2.3
Complementary offers will attract the customer to go for purchase of the
product
Partienlars
Respondents Percentage

Strongly agree

03

18%

Agree

19

40%

Neutral
20

20%

Disagree

40

19%

Strongly Disagree

18

3%

Graph 4.2.3.Complementary offers will attract the customer to go for purchase

of the product

50%

18%

20%

99%

123 4 SE 1 8

10

Analysis: From the above table it is analyzed that 18% strongly agreed, 40% agreed,
20% neutral, 19% disagree, and 3% strongly disagreed that complementary offers
will attract the customer to go for purchase of the product
INTERPRETATION: From the above analysis it found that the customers will
attract for the complementary offers. The reason behind this is fulfillment with low
cost, ie customer need not to pay for the complementary products

CMR CNIR INSTITUTE OF MANAGEMENT STUDIES

Page 30

TABLE.NO 4,24
Advertisements are carried out well in CEAT tyres
Particulars
Respondents

Percentage

Strongly agree

05

Agree

20

35%

Neutral

19

19%

Disagree
35

20%

Strongly Disagree

21

3%

Graph 4.2.41
Advertisements are carried out well in CEAT tyres

35%

21%

19

20%

NE

10

11

Analysis: From the above table it is analyzed that 21% strongly agreed, 35% agreed
19% neutral, 20% disagree, and 3% strongly disagreed that Advertisements are varied
out well in the CEAT tyres.
INTERPRETATION: From the above analysis it is clear that since the aim of the
Company is to get more customers which are results in more profit to the company is
concentrating on the advertisements and they are carrying well
CMR CMR INSTITUTE OF MANAGEMENT STUDIES

Page 31

CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSION

FINDINGS

was found that the products and services of CEAT tyres dose what it claims,
customers are happy with the CEAT tyres product because
claims.
It was found that CEAT Tyres stresses more on quality they never conciliation

with the value of their product

> Since CEAT tyres main concentration for marketing is majorly been dealers,

retailers ete. their reach for the public has remained low. Due to this the
people are unaware of the brand se established
Since CEAT tyres are not into any Brand awareness progratis many

customers were not able to recognize the brand name CEAT tyres.
>It was found that the customers are expecting for the complementary products

in CEAT tyres.
No huge efforts on creation of brand, so implementing new strategies or
revising them may also bring a huge change in the organization
CEAT tyres pricing strategies are accepted by their customers, where majority
of the customers are satisfied and some of them are not so pricing strategies
have no defect in CEAT tyres as they reflect quality
CEAT tyres have many features in their product and this is one of them which
do not impact negatively on the environment, eco green products ete
It was found that outlet people are not promoting CEAT products in the
market. This is may be the other competitors have good brand in the market
It was found that celebrities promotions influence more while purchasing of
the products.
CONCLUSION

CEAT TYRES IS tyre manufacturer in India. It has been certified by Iso

14001:2004 certified company this reflects the quality and reputation of the company
During my project was taught all the things about the company is how a company
functions its work, how each and every department is playing role to pet done the
work properly

CHAT IS company doing good in the medium scale industries . SME sector.
Some of the records are not maintained properly and computerized company should
computer R&D department to maintain all the records and data appropriately
The best thing in the company is that it would never compromise with the quality
standards which are the main factor for any company for the future growth. The best
quality products are manufactured in the company. The company is ISO 9001-2000
certified reputed company which shows the quality standards

Apollo Paints is also a manufacturer of ECO friendly products Le. with low viscosity
and and free tyres. Company has a good infrastructure with equipped machineries
NE technologies, innovative ideas and strategies are followed for the growth of the
company

ADVertising campaign and sales promotion activities are completely absent and might
drawback R&D department is also good which always carries innovative
heures and come up with new products

SUGGESTIONS

CEAT tyres should concentrate on brand awareness programs and

promotional activities as they act as an important tool for the organization.
Brand awareness programs are required for CEAT tyres where it can increase
the brand rate and also helps to obtain the marketplace share
CEAT tyres should work on its strategies to enhance its production and also
croate brand in the market, it can lead the future market by pushing down their
competitors if it continuously work on its strategies
Company is recommended to come up with attractive complementary
products to the market to have a competitive advantage and to get good
market share.
As per now CEAT tyres are not promoting any of their products through any
media, so ir CEAT tyres choose any of the effective media they can target
large number of customers at a time and also they can make their brand
familiar in the market
CEAT tyres can come up with their own outlets, as other competitors have

CMR

Page 50

BIBLIOGRAPHY

BOOKS REFERED:

Philip Kotler, 2009, 3rdedition, Marketing Management Pearson

Tapan K panda, 2008200 edition. Marketing Management, Excel books
publication
Kevin Lane Keller, 2009, 3rd edition. Strategic Brand Management, Pearson
Marketing Research Tull& Hawkins
Consumer Behavior Schiffman & kanuk
C.R.Kothari-Research Methodology 2/e 2005.