MBA Project

A STUDY ON BRAND POSITIONING IN TIRUMAL ALAGU
TRAVELS
By
S.GLAIDEN WINS
(412717631009)
TAGORE ENGINEERING COLLEGE
A PROJECT REPORT
Submitted to the
FACULTY OF MANAGEMENT STUDIES
In partial fulfillment of the requirements
For the award of the degree
Of
MASTER OF BUSINESS ADMINISTRATION
ANNA UNIVERSITY
CHENNAI-600025
MAY - 2019
BONAFIDE CERTIFICATE
Certified that the Project Titled “A STUDY ON BRAND POSITIONING IN TIRUMAL

ALAGU TRAVELS” is the bonafied work of S.GLAIDEN(412717631009) who carried out
the research under my Supervision. Certified further, that to the best of my knowledge the
work reported herein does not form part of any other project report or dissertation on the
basis of which a degree or award was conferred on earlier occasion on this or any other
candidate.
MR.B.TAMILSELVAN DR.P.PRIYADARSINI
Supervisor Head of the department
INTERNAL EXAMINER EXTERNAL EXAMINER

DECLARATION
I, S.GLAIDEN WINS (412717631009) student of Department of Management Studies

of Tagore Engineering College, Rathinamangalam, would like to declare that the
project entitled “A STUDY ON BRAND POSITIONING IN TIRUMAL ALAGU
TRAVELS.” in partial fulfillment of Master of Business Administration course of Anna
University is my original work.
Place: Chennai S.GLAIDEN WINS
Date: (Reg. No.412717631009)

ACKNOWLEDGEMENT
I extend my heart-felt gratitude to our beloved Chairperson Prof.M.Mala, M.A,

M.Phil who provided me an opportunity to study in this esteemed institution.
I wish to express my sincere thanks to Dr. S. Lakshmi, B.E, M.E, PhD, Principal,
and Tagore Engineering College for giving the opportunity to do this project work.
I would like to thank Dr. P. Priyadarsini. MBA, M.Phil, PhD.,Prof. &Head,

Department of Management Studies for her support and motivation throughout the project
tenure.
I extend my thanks to Mr.B.Tamilselvan,MBA,M.phil Assistant Professor,
Internal Guide, Department of Management Studies for his/her valuable guidance in this
endeavor.
I express my deep graduate to my external guide Mr.Vinish dhanraj .V (Manager)

for giving me the opportunity to do the project in TIRUMAL ALAGU TRAVELS and for
providing me much of needed practical insights and guidance.
I convey my heartiest thank to my beloved parents who helped me to complete the

task and to my friends for helping me during the project.
(S.GLAIDEN WINS)
ABSTRACT
The main aim of the study is to found the brand positioning in tirumal alagu travels.
This study is having the objectives of brand positioning tirumal alagu travels,to find out the
service quality dimensions of tirumal alagu travels , to find out the factors brand positioning
of tirumal alagu travels and to find out the customer needs from tirumal alagu travels. This
study was conducted as a survey type. It based on designing the questionnaire for collection
of data through field study, collecting data from target respondents, processing and analyzing
the data and arriving at conclusions. It is proposed to adopt random sampling method to
choose target respondents for conducting survey through questionnaire. The totally of 105
respondents from the customers of tirumal alagu travels was taken for the study. The primary
data for the study was collected from the customers of tirumal alagu travels . The secondary
data for the study was collected from various journals, magazines, books & websites related
to customer satisfaction The collected primary data for the study was analyzed using SPSS
software and the statistical tools like percentage analysis, weighted average method, chi
square analysis and Correlation analysis are used for the study. From the analysis, I have
found out how the brand tat reached in customers mind. So few of the customers are don’t
know about tat travels. Based on this I given some suggestion to ratify the above problems.
So, the company has to correct the problems and customer requirements.I have found out
most of the passengers opinion about brand positioning of TAT based on this I have given
some suggestion to improve the brand positioning in customers mind. In this way I have
conclude my study.
TABLE OF CONTENTS
Chapter Description Page No.
CHAPTER I-INTRODUCTION
1.1 INTRODUCTION 1
1.2 INDUSTRY PROFILE 4
1.3 COMPANYPROFILE 6
1.4 OBJECTIVES OF THE STUDY 8
1 1.5 NEED FOR THE STUDY 9
1.6 SCOPE AND SIGNIFICANCE OF THE STUDY 10
REVIEW OF LITERATURE
2.1 THEORITICAL PERSPECTIVE 12
2 2.2. JOURNAL REVIEW 14
RESEARCH METHODOLOGY
3.1 TYPE OF RESEARCH 16
3.2 RESEARCH DESIGN 16
3.3 TYPES AND SOURCE OF DATA 16
3 3.4 SAMPLING METHODOLOGY 17
3.5 DATA COLLECTION METHODOLOGY 17
3.6 STATISTICAL TOOLS 18
3.7 LIMITATIONS OF THE STUDY 20
DATA ANALYSIS AND INTERPRETATION

4.1 PERCENTAGE ANALYSIS 47
4 4.2 CHI-SQUARE ANALYSIS 47
4.3 ANOVA 51
4.4 WEIGHTED AVERAGE 52
4.5 RANKING 54
4.6 CORRELATION 55
CONCLUSION
5.1 SUMMARIES OF FINDINGS 57

5
5.2 SUGGESTION AND RECOMMENDATIONS 60

5.3 CONCLUSION 61
5.4 SCOPE FOR FURTHER RESEARCH 62
6 APPENDIX 63
REFERENCES 65
LIST OF TABLES
Table no DESCRIPTION Page no
4.1.1 Table showing that gender wise classification of the respondents 47
4.1.2 Table showing that age wise classification of the respondents 48
4.1.3 Table showing that marital status of the respondents 49
4.1.4 Table showing that qualification of the respondents 50
4.1.5 Table showing that monthly income of the respondents 51
4.1.6 Table showing that company’s names come to your mind first when 52
one says bus
4.1.7 Table showing that offers best service 53
4.1.8 Table showing that promotional strategy is being used most 54

frequently by your agency
4.1.9 Table showing that most trusted travels 55
4.1.10 Table showing that type of media do you see travels advertisements 56
often
4.1.11 Table showing that brand promotional activities have influenced 57

you to choose a bus
4.1.12 Table showing that always accept other travels 58
4.1.13 Table showing that compare online rates of the travels 59
4.1.14 Table showing that they give promotional discounts to passengers 60
4.1.15 Table showing that a logo and tagline for TAT will help to make 61
people aware about it
4.1.16 Table showing that Logo of TAT will assist people to recognize it 62
better
4.1.17 Table showing that Adapting social media may help to communicate 63
the TAT easily
4.1.18 Table showing that hear the name travels would TAT will comes on 64
your mind
4.1.19 Table showing that price sensitive customer 65
4.1.20 Table showing that TAT in comparison to other travels 66
4.1.21 Table showing that internet advertising give a lot of help to 67

increase the brand positioning in customers mind
4.1.22 Table showing that provide a good public relation to attract more 68
passengers to come into TAT?
4.1.23 Table showing that Positive image of the TAT should be incarnated 69
among customers and public for its branding
4.1.24 Table showing that Good status of a destination increases its the 70
pace of development as a brand
4.1.25 Table showing that Good infrastructure availability also supports 71

effective brand development of a travels
LIST OF CHARTS
Chart no DESCRIPTION Page no
4.1.1 Chart showing that gender wise classification of the respondents 47
4.1.2 Chart showing that age wise classification of the respondents 48
4.1.3 Chart showing that marital status of the respondents 49
4.1.4 Chart showing that qualification of the respondents 50
4.1.5 Chart showing that monthly income of the respondents 51
4.1.6 Chart showing that company’s names come to your mind first 52
when one says bus
4.1.7 Chart showing that offers best service 53
4.1.8 Chart showing that promotional strategy is being used most 54

frequently by your agency
4.1.9 Chart showing that most trusted travels 55
4.1.10 Chart showing that type of media do you see travels advertisements 56
often
4.1.11 Chart showing that brand promotional activities have influenced 57

you to choose a bus
4.1.12 Chart showing that always accept other travels 58
4.1.13 Chart showing that compare online rates of the travels 59
4.1.14 Chart showing that they give promotional discounts to passengers 60
4.1.15 Chart showing that a logo and tagline for TAT will help to make 61
people aware about it
4.1.16 Chart showing that Logo of TAT will assist people to recognize it 62
better
4.1.17 Chart showing that Adapting social media may help to 63

communicate the TAT easily
4.1.18 Chart showing that hear the name travels would TAT will comes 64
on your mind
4.1.19 Chart showing that price sensitive customer 65
4.1.20 Chart showing that TAT in comparison to other travels 66
4.1.21 Chart showing that internet advertising give a lot of help to 67

increase the brand positioning in customers mind
4.1.22 Chart showing that provide a good public relation to attract more 68
passengers to come into TAT?
4.1.23 Chart showing that Positive image of the TAT should be incarnated 69
among customers and public for its branding
4.1.24 Chart showing that Good status of a destination increases its the 70
pace of development as a brand
4.1.25 Chart showing that Good infrastructure availability also supports 71

effective brand development of a travels
CHAPTER - 1
31.1 INTRODUCTION
It is clear that brands are valuable assets that benefit organizations and their customers.
Building brand loyalty is an important goal for marketers. But what does it take to build a
brand? Brands are shaped by many different activities. As a marketer, you can control some
of these activities, but not others. For instance, you can put together an amazing product
design, a fabulous brand name, memorable packaging, irresistible marketing promotions, and
delightful customer service—those are all things within your control. But you can’t control
how customers actually react to and use the product, despite your best efforts to direct and
influence them. You also can’t control what they write in online reviews.
In order to optimize the success of your brand, you should become very good at aligning all
the activities you can control, so that the brand experience you provide is consistent for the
customers you care about. Consistency and alignment are essential for building strong
brands.
Brand positioning is an ideal tool for creating this alignment. It’s how you figure out what
your brand really means to you. It’s the yardstick you use to figure out which messages and
activities will communicate that brand most effectively. It provides the pattern for
helping customers understand what to think about your brand and decide whether it matters
to them and they can trust it.In the end, brand positioning is the clearest path toward creating
brand-loyal customers.
Building Strong Brands
In order to make an impression in a market, brands need to stand for something. Inconsistent

brands and messages fail to make a lasting impression because it is difficult for customers to
trust them or register what these brands represent. On the other hand, when a brand is both
consistent and relevant to customers, it builds recognition, credibility, trust, and ultimately
loyalty. And loyalty, as you’ve learned, translates into sales.
Consistency is also important when it comes to differentiating a product. Brands simplify

decisions for customers. When a brand consistently communicates how and why it is distinct
from competitors, it reminds customers why they prefer this brand over others–and why they
may be willing to pay more for it.
1
Finally, consistency is an imperative in the globalized economy in which virtually every
business operates today. Brand-related messages and communications circulate around the
world at astonishing speed: Just ask any company that has seen a major story break on social
media. While it does make sense to target specific messages to different global markets
according to consumer needs, those messages should all be aligned to a consistent,
centralized brand identity. A brand manager–the marketer responsible for directing and
managing brand strategy–must think of herself as an ambassador, advocating and
communicating on behalf of that common brand in the various markets where the brand is
represent
The Brand Platform
As you learned in the previous module, product positioning is an important strategic tool

that helps organizations focus their messages and marketing activities around a consistent,
differentiating message aimed at a target segment. Brand positioning works on the same
principle. The goal of brand positioning—like the positioning for any product or service—is
to explain why that brand is different and better for its target customers, and why
the differences matter.
At the same time, brands need a consistent, universal identity that is the same regardless of
whom you communicate with. For this reason, brand positioning starts with defining
precisely what the brand stands for. This is called the brand platform. The brand platform
may include a variety of descriptive elements to paint a clear picture of what a brand
represents. Some brand platform models are very complex, with ten or more inputs. Others
are simpler and more streamlined.
The brand platform begins with the organization’s mission statement, since the ultimate
purpose of a brand is to help the organization achieve its mission. It also incorporates the
value proposition for whatever the brand promotes. Remember that brands may operate at the
company level (needing a company-level value proposition) or at the product or service level
(needing an offering-specific value proposition). In addition to the mission statement and
value proposition, the basic elements of any brand platform are a brand promise, core values,
a brand voice or personality, and a brand-positioning statement. These are discussed below.
2
The Brand Promise
The brand promise is, in effect, the singular experience your brand promises to provide to
your customers. It expresses what you want them to feel when they interact with your
products and services. Year in, year out, the brand promise is what your customers count on
and, ideally, it’s the reason they keep coming back to you. The brand promise should be
unique and linked to your competitive advantage: something other brands do not and cannot
deliver in the way you do. It describes the most salient benefits your brand provides,
including benefits that create an emotional connection with customers.
The brand promise is important not only for customers, but also for employees and other
internal audiences. It sets the tone for how the company operates and for the experience the
brand provides to customers across all segments and all points of contact.
Finally, the brand promise should be simple and easily understood, so it’s easy to
communicate and reinforce. Some marketers equate the marketing tagline, or advertising
slogan, with the brand promise. While there are some exceptions, most brand-promise
statements do not use the same marketing language that’s used in ad slogans. For instance,
Nike’s “Just Do It” slogan works very well as part of an ad campaign, but it’s not very
illuminating as a brand promise. Similarly, fast-food chain Taco Bell never intended
its catchy “Make a Run for the Border” tagline to be interpreted as a brand promise. Also,
taglines, which are part of marketing communications, may need to be updated more
frequently than the brand promise. In contrast, the brand promise should be the global,
enduring commitment you stand for over time.
3
1.2 INDUSTRIAL PROFILE
Indian Travel and Tourism Industry

Travel and tourism is the largest service industry globally in terms of gross revenue and
foreign exchange earnings. It is also one of the largest employment generators in
the world. It has been a major social phenomenon and is driven by social, religious,
recreational, knowledge seeking and business interests and motivated by the human urge for
new experience, adventure,education, and entertainment. Tourism is both cause and
consequence of economic development.It has the potential to stimulate other sectors in the
economy owing to cross-synergistic benefits and its backward and forward linkages.
Global scenario
Travel and tourism is the largest service industry in India. It provides heritage, cultural,
medical, business and sports tourism. The main objective of this sector is to develop and
promote tourism, maintain competitiveness of India as tourist destination and improve and
expand existing tourism products to ensure employment generation and economic growth. In
this section, we provide information about various tourist destinations, modes of travel,
accommodation and approved travel agents.
he travel and tourism industry, along with the related sectors contributing to it, is expected to
grow in leaps and bounds in the coming years. A job in this industry can be highly exciting
and adventurous and even pays well. In India, the travel industry hopes to create 46 million
job opportunities by 2025. Though it was slow to take off in this country, the government's
initiatives in this field are uncovering a bright future for those who want to make a career in
this field.
India's potential in the field of travel and tourism is hardly close to being fulfilled. The
country is a geographical anomaly, having almost all the geographical features available.
According to a report published by the World Travel and Tourism Council (WTTC), India
could possibly add another Rs. 8, 50,000 crores by the year 2020-just through tourism!
WTTC calculated that tourism generated 8.31 lakh crore or 6.3 per cent of the nation's GDP
in 2015 and supported 37.315 million jobs, which is about 8.7 per cent of its total
employment.
Career options in travel and tourism:
"Students have endless career opportunities in the fastest growing industry of travel," says
4
Rashmi Samarvir Arora, Owner of Costa Training Institute, Mumbai (Hub Partner for Travel
& tourism, TISS SVE).
"Few of the career options are working in travel agencies, Customer Ground Handling
(customer service) at international or domestic airports, tour operator, event manager,
ticketing officer, adventure tourism expert, transport officer, holiday consultant, logistics,
cruises, airlines, hotels, and tourism departments in government and private sectors,"
Travel and tourism is the largest service industry globally in terms of gross revenue andforei
gn exchange earnings. It is also one of the largest employment generators in the
world. Ithas been a major social phenomenon and is driven by social, religious, recreational,
knowledgeseeking and business interests and motivated by the human urge for new experienc
e, adventure,education, and entertainment. Tourism is both cause and consequence of econom
ic development.It has the potential to stimulate other sectors in the economy owing to cross-
synergistic benefitsand its backward and forward linkages.
The contribution of the industry to the global economy

r e m a i n s h i g h despite a 4.38% decline in 2009. During the year, travel and tourism
investment too declined by more than 12%.International tourist arrivals rose from 682
million in 2001 to 920 million in 2008. The global travel and tourism industry
experienced a downturn in 2009 due to the global economic a n d f i n a n c i a l
meltdown. The industry was affected by low business volumes and
c o n s u m e r confidence, given the uncertainty about factors such as availability of
credit, exchange rates, employment. Consequently, tourist arrivals fell 4%
worldwide in 2009. Nevertheless, tourist arrivals increased 2% in the last quarter of 2009,
led by recovery in the Asia Pacific and the Middle East.
Travel and tourism is the largest service industry in India. It
provides heritage, cultural, medical, business and sports tourism. The main objective of this
sector is to develop and promote tourism, maintain competitiveness of India as tourist
destination and improve and expand existing tourism products to ensure employment
generation and economic growth. In this section, we provide information about various
5
tourist destinations, modes of travel, accommodation and approved travel agents.
he travel and tourism industry, along with the related sectors contributing to it, is expected to
grow in leaps and bounds in the coming years. A job in this industry can be highly exciting
and adventurous and even pays well. In India, the travel industry hopes to create 46 million
job opportunities by 2025. Though it was slow to take off in this country, the government's
initiatives in this field are uncovering a bright future for those who want to make a career in
this field.
India's potential in the field of travel and tourism is hardly close to being fulfilled. The
country is a geographical anomaly, having almost all the geographical features available.
According to a report published by the World Travel and Tourism Council (WTTC), India
could possibly add another Rs. 8, 50,000 crores by the year 2020-just through tourism!
WTTC calculated that tourism generated 8.31 lakh crore or 6.3 per cent of the nation's GDP
in 2015 and supported 37.315 million jobs, which is about 8.7 per cent of its total
employment
TAMILNADU TRAVEL AND TOURISM
Tamil Nadu is a state in the south-eastern part of the Indian Peninsula. Tamilnadu is
previously a part of the United Madras Province, which was later partitioned based on
languages. Tamilnadu has more than 4,000 years of continuous cultural history. Tamil Nadu
has some of the most remarkable temple architecture in the country, and a living tradition of
music, dance, folk arts and fine arts. Tamil Nadu is well renowned for its temple towns and
heritage sites, hill stations, waterfalls, national parks, local cuisine and the natural
environment and wildlife. The state has the largest tourism industry in India with an annual
growth rate of 16.Tamil Nadu with a GDP of $150 billion is the second largest economy of
the country and Tourism is one of the main sources of its revenue. Tourism in the state is
promoted by the Tamil Nadu Tourism Development Corporation headquartered in the capital
city of Chennai. Tamil Nadu is a year-round tourist destination, and the industry is the largest
in the country.
6
1.3 COMPANY PROFILE
Thirumal alaghu travels (TAT) was established in the year of 1955 with better views to
serve the public in the field of transport. The above firm started by the founder of TAT
is thirumal alaghu nadar in the year 1955. And his son Mr.venkateshwaren continues
the service with best customer satisfaction and best service in the transport industry.
TAT Travels, is a travel & tourism operator in the South India. The brand "‘TAT"’,
originated in 1955 and later formed as TAT Travels Private Limited in 1956. In 2014 the
company’ has more than 2500 employees headquartered at Chennai, Tamil Nadu.
TAT Travels, one of the holding company it serving more than 100 destinations with services
every day. The company’s corporate division, on an average transports about 10000
passengers covering a distance of 1,25,000 Kilometers per day.
Venkateshwaren was the Chairman of TAT travels which started his whole journey with a
single bus in the year 1955.The brand TAT was launched in the year 1980.
The company started its journey as a travel operator and has slowly embarked its presence
in Fuel, Restaurants, Automobiles, Tourism.
TAT Launched E-commerce website in 2004.
TAT Travels had a First Mover advantage being the first to introduce online ticketing for
intercity service in 2004.
In 2010, TAT Travels became the first owners of the Mercedes-Benz multi-axle buses in

India.
On 27 April 2010, TAT Travels launches bus with facilities to conduct business conferences
while traveling in Chennai.
Thirumal Alaghu Travels Online Booking
Thirumal Alaghu Travels has the option of booking bus tickets online. These tickets can be
printed and used on the bus directly.
7
Thirumal Alagu Travels: Bus Types
This private operator has a wide fleet of buses for the customer to choose from while
booking. Customers can book tickets based on their affordability and seat preferences. Some
of the many bus types of Thirumal Alagu Travels are AC Sleeper, Volvo AC, Non AC
Sleeper, Non AC Seater, AC Seater and Volvo AC Sleeper buses.
Popular Routes of Thirumal Alagu Travels
Major routes of this operator are the ones connecting Chennai to Bodi, Chennai to Theni,
Chennai to Chinnamanur, Chennai to Periyakulam, Chennai to Bathalagundu and Chennai to
Cumbam.
8
1.4 OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE
To study the brand positioning of tirumal alaghu travels
SECONDARY OBJECTIVES
 To make comparative study of a brand positioning for TAT and its competitors
 To know the present condition of the brand positioning
 To study consumer awareness and perception about the brand positioning of TAT
 To recommend suitable measures to be taken by the TAT travels to further improve its
brand perception and loyalty among its customers
9
1.5 NEED OF THE STUDY
 It sets you apart from the competition
 It will help you focus on a specific target
 It drives further service development and pricing
 It helps provide tools to win more clients
10
1.6 SCOPE OF THE STUDY
 To know the expectations of the customers towards brand positioning.
 To know the present condition of the brand positioning.
 To give certain suggestions to improve the brand positioning program for the company.
 It helps to improve the image of the company.
11
CHAPTER-2
12
2. REVIEW OF LITERATURE
1. (Krajnovic et al., 2013) A region symbolizes a well-designed and physical unit which
requires development and identity creation through branding and other marketing and
development activities. The significance of travels & the emergence of numerous and latest
destinations in the market have strained all other destinations to pursue and participate in a
competitive process at a universal level
2. (Aksoy and Kiyci, 2011) Changes in travels sector, the competition among the resources
and destinations and all of the expectations of tourists as well as variations in their habits
results in considering a travel destination as a brand that needs the concerned destinations to
be administered with a strategic view point The essence of tourism across routes is that they
themselves form an important aspect as a product Generating a unique image has laid a
foundation for destination sustenance in an international competitive environment where
different destinations intensely compete with each other This intense global competition in
the travel sector has pushed the destination authorities to create strong, exclusive and
competitive destination brands
3. (Hassan et al., 2010), (Soroka and Lominadze, 2011) For the purpose of promoting the
destinations to its potential and prospective target groups marketers contribute a greater
amount of concern to define the destination as a brand Using the same terminology of brand
positioning development along travelers in developing countries like India, may prove to be
an integrative effort towards the destination(s) development but there is a need for motivating
visitors along with generating markets and awareness of tourism routes and also to analyze
whether passengers rate travels as attractive assets by their individual consent or just as a
source for arriving at final destination
4. Keller (2008) and Giannopoulos et al. (2011) with analytical focus on creation of a
brand, the improvement and management of strong brands exclusive of direct implication of
the destination’s travels perspective. Through the first part, travels definitions as commonly
used theory in context to route will be presented. Further, the theory of destination branding
is discussed and various aspects of route as destination categorization are given.
Subsequently, the phenomenon defining branding destination’s elements have been given to
13
enhance the clarity on the subject matter. The branding of destinations is a central point of
literature analysis and an in-depth evaluation has also been carried out on available theory,
destination branding procedure, how the branding links with aligned destinations across route
as a solitary tourism product, the destination’s image, awareness, identity creation and
management.
5. (Meyer, 2004; Donaldson, 2007) Brands have always been seen with an association for
clear image, and promotional elements utilized by marketers of a destination to attain
competitive and unique benefits has defined strategy operationalization as an additional stage
for activating brand internally and in existing marketing, however branding is a vital process
as it incorporates almost all strategic fundamentals that hooked into single success theory
Additionally, academicians and experts provide a general agreement that branding of
destinations is aligned with much similar methods like consumer services and goods
Similarly a route can be offered as a definition to a region, a subject that moves beyond
geographical miscellany and a distance that could serve not only spatially and exclusive but
also as an integrated marketable subject More interestingly travelers itself represents a spatial
destination network and marketable theme. defined travels networks as complex structures;
hitherto there is relatively less research work on travels networks. Above all this there is a
need to understand the theory of travels, branding it as a complete destination and further its
linkage to development of it incorporated destinations.
“Positioning: a battle for your Mind”are an example of this evolution, given their
professional expertise in the field of advertising, and their progressively increasing fame in
the field of marketing.
6. (Riege et al., 2001) In contrast to this, destination development has been recognized as an
area where marketers promote places for tourists and relationships and where the stakeholder
involvement is considered as common theme for marketing
7. (Al Ries, 2000)In 2001 Ries and Trout) suggest a strategy to boost sales in the market
dominated by both me-too products and companies. It is the first time that the
term “positioning” appears. As later noticed the same authors, the concept was coined for the
industrial sector, while it interestingly gained status when widened to address the business-to-
consumers arena. In an exacerbated context of noise, brands, products, and commercial
information overload, the concept of positioning comes to save companies and their stocked
products. The positioning era represents a new perspective towards communication:
14
positioning is about getting effectively listened to in a noisy marketplace. According to (Al
Ries, 2001), positioning is the natural consequence of three main and subsequent phenomena,
i.e. the media explosion, the product explosion combined with the limited amount of
information that can be processed by the human brain, and the advertising explosion. With
the idea of positioning, consumers acquire a definitive central role in determining the
company strategy
8. Aaker (1996) has defined branding in the terms of Brand Personality as a strategic tool
“can help brand strategists by enriching their understanding of people’s perceptions of and
attitude toward the brand.”
9. According to Crainer (1995), branding is a legal statement of ownership. Slowly the

concept of Branding evolved as an important tool in marketing decisions. Brand has been
identified as a strategic tool and as a multidimensional construct. This becomes evident from
the contributions of the authors quoted below.
10. (Warren, 1916) the concept of positioning might be traced back to Classical Greece,
when Plato described that memories recall other memories, raising multiple associations.
Later on, in the seventeenth and eighteenth century, the three ‘Laws of Associations’ were
developed from this concept, in order to describe the
formed by basic interpretations. Supported by several studies in psychology of human memor
y, the business utility of positioning has been gaining more attention from practitioners and
researchers only in recent decades, when the concept was gradually associated with brand
building processes. The concept of positioning further evolved, when it became clear that
brand advertising alone was no more the ultimate effective tool to increase sales and ensure a
‘bright future’. Since the Fifties, the booming period of wealth and optimism, the battle field
of multimillionaire brands,company strategies have been going through several changing
processes, primarily due to transformations of lifestyles and surrounding environments. The
authors of the book
15
CHAPTER-3
16
3. RESEARCH METHODOLOGY
MEANING OF RESEARCH
Research is defined a human activity based on intellectual application in the investigation of

matter. The primary purpose for applied research is discovering, interpreting and the
development of variety and systems for advancement of human knowledge on a wide variety
of scientific matters of our world and the universe. Research can use the scientific method,
but needs not do so.
Research methodology is a way to systematically solve the research problem. The research
methodology in the present study deals with research design, data collection method,
sampling methods, survey analysis and interpretation
3.1.1 RESEARCH DESIGN:
A research design is the arrangement of conditions for collections and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.
3.1.2 TYPES AND SOURCE OF DATA
The type of study used in the research is descriptive type.
3.1.3 SAMPLING METHODOLOGY:
Simple random sampling technic is used for sampling.
SAMPLE FRAME:
The survey was conducted in TIRUMAL AZAGU TRAVELS at chennai.
SAMPLE SIZE:
The sample size is taken to 105 passengers.
SAMPLE DESIGN:
17
A sample design is a definite plan for obtaining a sample from a given population. If refers to
the technique or the procedure the researcher would adopt in selecting items for the sample.
3.1.4 DATA COLLECTION METHODOLOGY:
For data collection questionnaire is used. The questionnaire will have a set of question based
on topic. The respondents have to fill up questionnaire after going through it.
a) PRIMARY DATA:
This is the data, which is collection by the researchers for the first time. The tool used to
collect this data is questionnaire, here for this project the research has collected data other
relevant information through selected on employee.
b) SECONDARY DATA:
The data which are already collected are called secondary data. The data may be is available
within the company.the data is collected from the company book,internet,journal,etc.
3.1.5 PERCENTAGE ANALYSIS METHOD:
This is a method of recording item to a common basis (calculating the percentage) and
comparing the relative terms and the distribution of two or more series of data. This method
is used in making comparative studies.
3.1.6 RESEARCH INSTRUMENT
Structured questionnaire was used to conduct the survey among 100 respondents which
included open-ended and closed ended questions.
3.1.7 STATISTICAL TOOLS AND TECHNIQUES
To analysis the data and interpret the result, various tools are applied They are:
 Percentage analysis
 Correlation analysis
 Chi square analysis
 Ranking method
18
 Weighted average
 PRECENTAGE ANALYSIS
Percentage analysis is the method to represent raw streams of data as a percentage( a

part in 100- per cent) for better understanding of collected data.
Percentage= no.of respondents/total no.of respondents X 100
 CHI-SQUARE ANALYSIS
Chi- square test is a statistical test, which test the significance between observed frequencies
and corresponding theoretical frequency of distribution, without any assumption about the
distribution of population. Chi- square test is one of the simplest and most widely used non-
parametric tests in statistical work. It is a distribution free which can be used in any type of
distribution of population.
Where,
O= Observed frequency
E= Expected frequency
Degree of freedom (DF)=(c-1)(r-1)
C= No. of column.
 WEIGHTED AVERAGE
Mean in which each item being averaged is multiplied by a number (weight) based on the
items relative importance. The result is summed and the total is divided by the sum of the
weights. Weighted average are used extensively in descriptive statistical analysis such as
19
index numbers. Also called weighted mean.
Formula: Σwxi
WEIGHT AVERAGE
Or
Mean score= total score/ number of respondents
Where,
Total score = number of respondents and weight
Σwxi= the sum of weights (let x1, x2, x3….)
ΣXi= occur with weights (w1, w2, w3…..wn)
 CORRELATION ANAYSIS
Statistical measure of the linear relationship between a dependent variable and an

independent variable. Pearson correlations coefficient is one of the most commonly used
correlation coefficient and measure the linear relation between two variables. The value of
the correlation coefficient, denoted as r, ranges from (-1 to +1). Which gives a strength of a
relationship and whether the relationship is negative or positive.
20
3.2 LIMITATIONS OF STUDY
 There are some limitations for research which are as follows:-
 The study was conducted only in Chennai this may not give a generalized
conclusion
 Some of the respondents were reluctant to answer negatively doubting their answer may
not be confidential
 This survey was conducted from the passengers point of view only
 The sample taken for the study was only 105 its not enough for get an accurate results
 Time pressure the respondents who initially were reluctant to participate because they
were busy. However, when they were persuaded they sometimes were anxious to complete
the questionnaire fast which might reduce the quality of data.
 The findings of the study are only based on the information provided by the respondents.
21
CHAPTER 4
22
4 .DATA ANALYSIS AND INTERPRETATION
4.1PERCENTAGE ANALYSIS
Table 4.1.1 GENDER WISE CLASSIFICATION OF THE RESPONDENTS
S.NO GENDER No of respondents percentage
1 male 67 63.8%
2 female 38 36.2%
total 105 100%
Chart no:4.1.1 GENDER WISE CLASSIFICATION OF THE RESPONDENTS
gender
70.00%
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
male female
INTERPRETATION
From the above table and chart it is clearly show that 63.8% of the respondents belong to the
male gender, 36.2% of the respondents belong to the female gender.
23
Table no:4.1.2 AGE WISE CLASSIFICATION OF THE RESPONDENTS
S.no age No of respondent percentage
1 20yrs-30yrs 80 76.2%
2 30yrs-40yrs 15 14.3%
3 Above 40yrs 10 09.5%
total 105 100%
Chart no:4.1.2 AGE WISE CLASSIFICATION OF THE RESPONDENTS
age
Above 40yrs
30yrs-40yrs
20yrs-30yrs
0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% 80.00% 90.00%
INTERPRETATION
From the above table and chart it is clearly show that 76.2% of the respondents belong to the
age group of 20-30yrs, 14.3% of the respondents belong to the age group of 30-40yrs, 9.5%
of the respondents belong to the age group of above 40yrs.
24
Table no:4.1.3 MARITAL STATUS OF THE RESPONDENTS
S.no Marital status No.of respondent percentage
1 married 75 71.4%
2 unmarried 30 28.6%
total 105 100%
Chart no:4.1.3 MARITAL STATUS OF THE RESPONDENTS
marital status
married unmarried
INTERPRETATION
From the above table and chart it is clearly show that 71.4% of the respondents belong
married , 28.6% of the respondents belong to unmarried.
25
Table no:4.1.4 QUALIFICATION OF THE RESPONDENTS
S.no qualification No.of.respondent percentage
1 Professional degree 41 39%
2 Postgraduate 27 25.7%
3 graduate 19 18.1%
4 Higher secondary 18 17.2%
total 105 100%
Chart no:4.1.4 QUALIFICATION OF THE RESPONDENTS
qualification
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Professional degree Postgraduate graduate Higher secondary
INTERPRETATION
From the above table and chart it is clearly show that 39% of the respondents belong to the
professional degree, 25.7% of the respondents belong to the postgraduate, 18.1% of the
26
respondents belong to the graduate, 17.2% of the respondents belong to the higher secondary.
Table no:4.1.5 MONTHLY INCOME OF THE RESPONDENTS
S.no Monthly income No.of.respondent percentage
1 Below 20000 41 39%
2 Rs20000-30000 28 26.8%
3 Rs30000-40000 18 17.1%
4 Above 40000 18 17.1%
total 105 100%
Chart no:4.1.5 MONTHLY INCOME OF THE RESPONDENTS
monthly income
Above 40000
Rs30000-40000
Rs20000-30000
Below 20000
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
INTERPRETATION
From the above table and chart it is clearly show that 39% of the respondents monthly
income below 20000, 26.8% of the respondents monthly income 20000-30000, 17.1% of the
respondents monthly income 30000-40000, 17.1% of the respondents monthly income above
27
40000.
Table no:4.1.6 BRAND NAMES COME TO YOUR MIND FIRST WHEN ONE
SAYS TRAVELS
S.no travels No.of.respondent percentage
1 TAT 27 26%
2 SRM 22 21%
3 KPN 39 37.1%
4 Orange 6 05.7%
5 Parveen 11 10.2%
total 105 100%
Chart no:4.1.6 BRAND NAMES COME TO YOUR MIND FIRST WHEN ONE
SAYS TRAVELS
brand name
40%
35%
30%
25%
20%
15%
10%
5%
0%
TAT SRM KPN Orange Parveen
INTERPRETATION
From the above table and chart it is clearly show that 26% of the respondents are says TAT
28
comes a mind when one says travels, 21% of the respondents are says SRM comes a mind
when one says travels, 37.1% of the respondents are says KPN comes a mind when one says
travels, 5.7% of the respondents are says orange comes a mind when one says travels, 10.2%
of the respondents are says parveen comes a mind when one says travels
Table no:4.1.7 BEST SERVICE OFFERS TRAVELS
1 TAT 42 41%
2 SRM 14 13%
3 KPN 31 30%
4 orange 9 08%
5 parveen 9 08%
total 105 100%
Chart no:4.1.7 BEST SERVICE OFFERS TRAVELS
best service
travels TAT SRM KPN orange parveen
INTERPRETATION
From the above table and chart it is clearly show that 41% of the respondents are says TAT
29
offers best service, 13% of the respondents are says SRM offers best service, 30% of the
respondents are says KPN offers best service, 8% of the respondents are says orange offers
best service, 8% of the respondents are says parveen offers best service.
Table no:4.1.8 PROMOTIONAL STRATEGY USED BY AGENCY
S.no strategies No.of.respondent percentage
1 advertising 1 0.9%
2 Public relations 38 36.1%
3 promotions 41 39%
4 publicity 25 24%
total 105 100%
Chart no:4.1.8 PROMOTIONAL STRATEGY USED BY AGENCY
promotional strategy
45.00%
40.00%
35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
0.5 1 1.5 2 2.5 3 3.5 4 4.5
INTERPRETATION
From the above table and chart it is clearly show that 0.9% of the respondents are says
advertising strategy used by agency, 36.1% of the respondents are says public relations
strategy used by agency, 39% of the respondents are says promotions strategy used by
agency, 24% of the respondents are says orange publicity strategy used by agency.
30
Table no:4.1.9 MOST TRUSTED TRAVELS
1 TAT 29 28%
2 SRM 14 13.3%
3 KPN 25 24%
4 orange 9 08.6%
5 parveen 28 26.1%
total 105 100%
Chart no:4.1.9 MOST TRUSTED TRAVELS
most trusted travels

30%
25%
20%
15%
10%
5%
0%
0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 5.5
INTERPRETATION
From the above table and chart it is clearly show that 28% of the respondents are says TAT is
most trusted travels, 13.3% of the respondents are says SRM is most trusted travels, 24% of
the respondents are says KPN is most trusted travels, 8.6% of the respondents are says orange
31
is most trusted travels, 26.1% of the respondents are says parveen is most trusted travels.
Table no:4.1.10 TYPE OF MEDIA TRAVELS ADVERTISEMENT OFTEN
S.no Type of media No.of.respondent percentage
1 TV 1 00.9%
2 radio 1 00.9%
3 Print media 1 00.9%
4 internet 42 40.6%
5 others 60 57%
total 105 100%
Chart no:4.1.10 TYPE OF MEDIA TRAVELS ADVERTISEMENT OFTEN
advertisement
60.00%
50.00%
40.00%
30.00%
20.00%
10.00%
0.00%
TV radio Print media internet others
INTERPRETATION
From the above table and chart it is clearly show that 0.9% of the respondents are says travels
advertisement seen often in TV, 0.9% of the respondents are says radio, 0.9% of the
respondents are says print media, 40.6% of the respondents are says internet, 57% of the
respondents are says others.
32
Table no:4.1.11 PROMOTIONAL ACTIVITIES INFLUENCED TO CHOOSE A
TRAVELS
S.no opinion No.of.respondent percentage
1 always 35 33.3%
2 often 36 34.2%
3 sometimes 20 19%
4 never 14 13.5%
total 105 100%
Chart no:4.1.11 PROMOTIONAL ACTIVITIES INFLUENCED TO CHOOSE A

TRAVELS
promotional activities
always often sometimes never
INTERPRETATION
From the above table and chart it is clearly show that 33.3% of the respondents are says that
promotional activities always influenced to choose travels, 34.2% of the respondents are says
that promotional activities often influenced, 19% of the respondents are says that promotional
activities sometimes influenced, 13.5% of the respondents are says that promotional activities
never influenced.
33
Table no:4.1.12 PASSENGERS ACCEPT SOMEOTHER TRAVELS
1 Strongly agree 41 39%
2 Somewhat agree 27 25.7%
3 Neither agree nor 15 14.3%

disagree
4 Somewhat disagree 15 14.3%
5 Strongly disagree 7 06.7%
total 105 100%
Chart no:4.1.12 PASSENGERS ACCEPT SOMEOTHER TRAVELS
other travels
Strongly disagree
Somewhat disagree
Neither agree nor disagree
Somewhat agree
Strongly agree
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
INTERPRETATION
From the above table and chart it is clearly show that 39% of the respondents are says that
they strongly agree for accept some other travels, 25.7% of the respondents are says
somewhat agree, 14.3% of the respondents are says neither agree nor disagree, 14.3% of the
respondents are says somewhat disagree, 6.7% of the respondents are says strongly disagree.
34
Table no:4.1.13 COMPARE ONLINE RATES OF THE TRAVELS
1 Strongly agree 40 38.1%

disagree
total 105 100%
Chart no:4.1.13 COMPARE ONLINE RATES OF THE TRAVELS
ONLINE RATES
1 Strongly agree 2 Somewhat agree 3 Neither agree nor disagree

4 Somewhat disagree 5 Strongly disagree
INTERPRETATION
they strongly agree for compare online rates of the travels, 11.4% of the respondents are says
somewhat agree, 13.3% of the respondents are says neither agree nor disagree, 29.5% of the
respondents are says somewhat disagree, 7.7% of the respondents are says strongly disagree
35
Table no:4.1.14 GIVE PROMOTIONAL DISCOUNTS TO PASSENGERS
3 Neither agree nor 25 24%

disagree
total 105 100%
Chart no:4.1.14 GIVE PROMOTIONAL DISCOUNTS TO PASSENGERS
promotional discounts
Strongly disagree
Somewhat disagree
Neither agree nor disagree
Somewhat agree
Strongly agree
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00%
INTERPRETATION
they strongly agree for promotional discount for passengers, 33.3% of the respondents are
says somewhat agree , 24% of the respondents are says neither agree nor disagree, 7.6% of
the respondents are says somewhat disagree, 1.8% of the respondents are says strongly
disagree.
36
Table no:4.1.15 LOGO AND TAGLINE WILL HELP TO MAKE PEOPLE
AWARE

disagree
4 Somewhat disagree 23 22%
total 105 100%
Chart no:4.1.15 LOGO AND TAGLINE WILL HELP TO MAKE PEOPLE

AWARE
logo and tagline
Strongly agree Somewhat agree Neither agree nor disagree

Somewhat disagree Strongly disagree
INTERPRETATION
they strongly agree for logo and tagline will help to make people aware, 16.2% of the
respondents are says somewhat agree , 22% of the respondents are says neither agree nor
disagree, 22% of the respondents are says somewhat disagree, 13.2% of the respondents are
says strongly disagree.
37
Table no:4.1.16 LOGO OF TAT WILL ASSIST PEOPLE TO RECOGNIZE IT
BETTER
2 Somewhat agree 22 21%

disagree
5 Strongly disagree 17 16%
total 105 100%
Chart no:4.1.16 LOGO OF TAT WILL ASSIST PEOPLE TO RECOGNIZE IT

BETTER
logo of TAT

INTERPRETATION
they strongly agree for logo of TAT will assist people to recognize it better , 21% of the
disagree, 17% of the respondents are says somewhat disagree, 16% of the respondents are
38
Table no:4.1.17 ADAPTING SOCIAL MEDIA MAY HELP TO COMMUNICATE
TAT EASILY

disagree
total 105 100%
Chart no:4.1.17 ADAPTING SOCIAL MEDIA MAY HELP TO COMMUNICATE

TAT EASILY
social media

INTERPRETATION
they strongly agree for adapting social media may help to communicate tat easily, 33.3% of
the respondents are says somewhat agree , 13.3% of the respondents are says neither agree
nor disagree, 17.1% of the respondents are says somewhat disagree, 10.3% of the respondents
are says strongly disagree.
39
Table no:4.1.18 HEAR THE NAME TRAVELS WOULD TAT WILL COMES ON
MIND
1 yes 80 76.2%
2 no 25 23.8%
total 105 100%
Chart no:4.1.18 HEAR THE NAME TRAVELS WOULD TAT WILL COMES ON
MIND
TAT comes on mind
yes no
INTERPRETATION
From the above table and chart it is clearly show that 76.2% of the respondents are says yes if
they hear the name travels would tat will comes on mind, 23.8% of the respondents are says
no if they hear the name travels would tat will comes on mind.
40
Table no:4.1.19 PRICE SENSITIVE CUSTOMER
1 yes 75 71.4%
2 no 30 28.6%
total 105 100%
Chart no:4.1.19 PRICE SENSITIVE CUSTOMER
PRICE SENSITIVE CUSTOMER
1 yes 2 no
INTERPRETATION
From the above table and chart it is clearly show that 71.4% of the respondents are says yes
they are price sensitive customer , 28.6% of the respondents are says they are not price
sensitive customer.
41
Table no:4.1.20 TAT IN COMPARISON TO OTHER TRAVELS
1 service 32 30.5%
2 fare 34 32.4%
3 trust 27 25.7%
4 Time duration 12 11.4%
total 105 100%
Chart no:4.1.20 TAT IN COMPARISON TO OTHER TRAVELS
COMPARISON
1 service 2 fare 3 trust 4 Time duration
INTERPRETATION
From the above table and chart it is clearly show that 30.5% of the respondents are says
service of TAT is better while comparing to other travels , 32.4% of the respondents are says
fare, 25.7% of the respondent are says trust, 11.4% of the respondents are says time duration.
42
Table no:4.1.21 INTERNET ADVERTISING HELPS TO INCREASE THE BRAND
POSITION

disagree
total 105 100%
Chart no:4.1.21 INTERNET ADVERTISING HELPS TO INCREASE THE BRAND

POSITION
INTERNET ADVERTISING
1 Strongly agree 2 Somewhat agree 3 Neither agree nor disagree

4 Somewhat disagree 5 Strongly disagree
INTERPRETATION
they strongly agree for internet advertising helps to increase the brand position, 24.8% of the
disagree, 15.2% of the respondents are says somewhat disagree, 10.5% of the respondents are
43
Table no:4.1.22 THEY PROVIDE A GOOD PUBLIC RELATION TO
PASSENGERS

disagree
total 105 100%
Chart no:4.1.22 THEY PROVIDE A GOOD PUBLIC RELATION TO

PASSENGERS
good public relation

35.00%
30.00%
25.00%
20.00%
15.00%
10.00%
5.00%
0.00%
Strongly agree Somewhat agree Neither agree nor Somewhat disagree Strongly disagree
disagree
INTERPRETATION
they strongly agree for provide a good public relation to passengers, 25.7% of the
disagree, 13.3% of the respondents are says somewhat disagree, 6.6% of the respondents are
44
Table no:4.1.23 POSITIVE IMAGE OF TAT INCARNATED AMONG
PASSENGERS

disagree
total 105 100%
Chart no:4.1.23 POSITIVE IMAGE OF TAT INCARNATED AMONG

PASSENGERS
positive image
30%
25%
20%
15%
10%
5%
0%
Strongly agree Somewhat agree Neither agree nor Somewhat disagree Strongly disagree
disagree
INTERPRETATION
they strongly agree for positive image of TAT incarnated among passengers, 20% of the
respondents are says somewhat agree, 18% of the respondents are says neither agree nor
disagree, 17% of the respondents are says somewhat disagree, 17% of the respondents are
45
Table no:4.1.24 GOOD STATUS WILL INCREASE A BRAND NAME

disagree
total 105 100%
Chart no:4.1.24 GOOD STATUS WILL INCREASE A BRAND NAME
good status

INTERPRETATION
they strongly agree for good status will increase a brand name, 20% of the respondents are
says somewhat agree , 21% of the respondents are says neither agree nor disagree, 22.5% of
the respondents are says somewhat disagree, 10.5% of the respondents are says strongly
disagree.
Table no:4.1.25 GOOD INFRASTRUCTURE AVAILABILITY SUPPORTS
46
BRAND DEVELOPMENT OF A TRAVELS

disagree
total 105 100%
Chart no:4.1.25 GOOD INFRASTRUCTURE AVAILABILITY SUPPORTS

BRAND DEVELOPMENT OF A TRAVELS
brand development

INTERPRETATION
they strongly agree for good infrastructure availability supports brand development of a
travels, 19% of the respondents are says somewhat agree , 20% of the respondents are says
neither agree nor disagree, 18% of the respondents are says somewhat disagree, 18% of the
respondents are says strongly disagree
4.2 SATISTICAL TOOL
47
4.2.1 CHI-SQUARE ANALYSIS
Relationship between age of the respondent and respondent opinion about brand
promotional activities influenced to choose a travels
HYPOTHESIS
Null hypothesis (Ho): There is no significant relationship between age of the respondent and
respondent opinion about brand promotional activities influenced to choose a travels.
Alternative hypothesis (H1 ): There is significant relationship between age of the respondent
and respondent opinion about brand promotional activities influenced to choose a travels
Cross tabs
age * Promotional activities influenced to choose a travels Cross tabulation
Count
Promotional activities influenced to choose a travels Total
always often sometimes never
20yrs-30yrs 1 38 41 0 80
age 30yrs-40yrs 0 0 0 15 15
above 40yrs 0 0 0 10 10
Total 1 38 41 25 105
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 105.000 a
6 .000
Likelihood Ratio 115.264 6 .000
Linear-by-Linear Association 59.207 1 .000
N of Valid Cases 105
a. 7 cells (58.3%) have expected count less than 5. The minimum expected count
is .10.
INFERENCE:
The sig value is .000<0.05. hence H1 is accepted and Therefore there is significant
relationship between age of the respondent and respondent opinion about brand promotional
activities influenced to choose a travels.
48
4.2.1 CHI-SQUARE ANALYSIS
Relationship between qualification of the respondent and respondent opinion about

promotional strategy is being used most frequently by agency.
HYPOTHESIS
Null hypothesis (Ho): There is no significant relationship between qualification of the

respondent and respondent opinion about promotional strategy is being used most frequently
49
by agency.
Alternative hypothesis (H1 ): There is significant relationship between qualification of the

respondent and respondent opinion about promotional strategy is being used most frequently
by agency.
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
promotional strategy is being used most frequency by agency Total
Pearson Chi-Square 170.115 a
advertising 9 relations
public .000
promotions publicity
Likelihoodprofessional
Ratio degree 185.126 1 9 38 .000 2 0 41
Linear-by-Linear Association
post graduale 89.028 0 1 0 .000 27 0 27
qualification
N of Validgraduate
Cases 105 0 0 12 7 19
a. 6 cells (37.5%) have expected count less than 5. The
higher secondary 0 minimum expected0 count 0 18 18
Total is .17. 1 38 41 25 105
INFERENCE:
The sig value is .000<0.05. hence H1 is accepted and Therefore there is significant
relationship between qualification of the respondent and respondent opinion about
promotional strategy is being used most frequency by agency.
50
4.2.3 WEIGHTED AVERAGE
TABLE SHOWS THAT RESPONDENT OPINION ABOUT COMPARE ONLINE RATES

OF THE TRAVELS
S.no opinion No.of.respondent Weight (X) Total score Mean score

(WX)
1 Strongly agree 40 5 200 1
2 Somewhat agree 12 4 48 0.14
3 Neither agree nor 14 3 42 0.12

disagree
4 Somewhat 31 2 62 0.1
disagree
5 Strongly disagree 3 1 3 0.01
Total 100 15 355
INFERENCE:
From the above table it is inferred that most of the respondents say strongly agree that
compare online rates of the travels.
51
4.2.4 RANKING
WHICH TYPE OF MEDIA PASSENGERS SEE TRAVELS ADVERTISEMENT OFTEN
S.no media No.of.respondent rank
1 TV 1 3
2 Radio 1 3
3 Print media 1 3
4 internet 37 2
5 others 60 1
INFERENCE:
From the above table is is cleared that other media has been ranked highly when compared to
other media, therefore it is said that the other media passengers see travels advertisement
often.
52
4.2.5 CORRELATION
ANALYSING GENDER AND ADAPTING SOCIAL MEDIA MAY HELP

TO COMMUNICATE TAT EASILY
To find out the relationship between gender and adapting social media may help to
communicate TAT easily.
Correlations
Descriptive Statistics
Mean Std. Deviation N
gender 1.3619 .48286 105
adapting social media may help
2.5429 1.32308 105
to communicate the TAT easily
Correlations
gender adapting social
media may help to
communicate the
TAT easily
Pearson Correlation 1 .863**
gender Sig. (2-tailed) .000
N 105 105
Pearson Correlation .863 **
1
adapting social media may help
Sig. (2-tailed) .000
to communicate the TAT easily
N 105 105
**. Correlation is significant at the 0.01 level (2-tailed).
INTERPRETATION
From the above table showing that there is a positive relationship between gender and
53
adapting social media may help to communicate the TAT easily
54
CHAPTER -5
55
5.1 FINDINGS
The following are the findings of a brand positioning of TAT
 It is found that 67% of the respondents are male
 It is found that 80% of the respondents age are 20yrs-30yrs
 It is found that 75% of the respondents marital status are married
 It is found that 41% of the respondents qualification are professional degree
 It is found that 41% of the respondents monthly income below rs20000
 It is found that 39% of the respondents are says KPN travels name come to their mind
first when one says travels
 It is found that 42% of the respondents says KPN offers best service
 It is found that 38% of the respondents says public relations promotional strategy is
being used most frequently by agency
 It is found that 29% of the respondents says TAT is the most trusted travels
 It is found that 60% of the respondents says other type of media they see travels
advertisement
 It is found that 36% of the respondents says promotional activities often influenced to
choose a travels
 It is found that 41% of the respondents says they will always accept some other travels
 It is found that 40% of the respondents says they will compare online rates of the travels
 It is found that 35% of the respondents says they usually give promotional discounts to
passengers
 It is found that 28% of the respondents says that designing of logo will help to make
people aware
 It is found that 28% of the respondents says logo of tat will assist people to recognize it
56
better
 It is found that 34% of the respondents says somewhat agree to adapting social media
may help to communicate the TAT easily
 It is found that 80% of the respondents says they hear the name travels TAT will comes
on their mind
 It is found that 75% of the respondents says they are price sensitive customer
 It is found that 34% of the respondents says fare is better in TAT while comparing other
travels
 It is found that 31% of the respondents says internet advertising give a lot of help to
increase the brand positioning in customers mind.
 It is found that 33% of the respondents says they provide good public relation to attract
more passengers
 It is found that 29% of the respondents says positive image of TAT should incarnated
among passengers.
 It is found that 27% of the respondents says good status of a destination increase the pace
of development.
 It is found that 26% of the respondents says good infrastructure availability also support
effective brand development
 It is found that The sig value is .000<0.05. hence H1 is accepted and Therefore there is
significant relationship between age of the respondent and respondent opinion about
brand promotional activities influenced to choose a travels.
 It is found that The sig value is .000<0.05. hence H1 is accepted and Therefore there is
significant relationship between qualification of the respondent and respondent opinion
about promotional strategy is being used most frequency by agency.
 It is found that the weighted average most of the respondents say somewhat disagree that
compare online rates of the travels.
 It is found that the Ranking method that others media rated highly when compared to
other media, therefore it is said that most other media advertisements is seen by
passengers.
57
 From the above table showing that there is a positive relationship between gender and
adapting social media may help to communicate the TAT easily
58
5.2 SUGGESTION
1. They can improve their marketing strategy to attract the customers.
2. Promotional activities undertaken can be made more efficient and effective i.e., through
more of social medias , banners, advertisement in television to gain more of customer and
dealers.
3. In order to avoid any inconvenience to its customer, it should open new branches, more
effective online ticket booking facilities and focus on small cities and towns
4. We have learned about external environment of TAT, like rivalry among competitors,
threat of new entrants in travel industry.
5. TAT should make proper arrangement & safety for its customer as some of them are
unsatisfied with these services.
59
CONCLUSION
The study about the tirumal alagu travels and its brand position in customers mind and To
make comparative study of a brand positioning for TAT and its competitors To know the
present condition of the brand positioning. To study consumer awareness and perception
about the brand positioning of TAT. To recommend suitable measures to be taken by the
TAT travels to further improve its brand perception and loyalty among its customers.
The marketing implementation may make or break a brand and is most vital as consumers
actually experience the brand through advertising, promotions, purchase and after-sales
service Multinational companies seek to be major players in global markets, one of the key
challenges they face is building global brands. Building brands is important — as wages rise
with economic development, competing on cost alone may not be sustainable. While brands
may not necessarily translate into premium prices, they help companies gain higher market
share in a crowded market place as they convey an assurance of quality and reliability. The
brand strength depends on the perception of customers. Satisfied and loyal customers indicate
positive perceptions of brand. In time when competition is getting powerful, it is imperative
for the firm to seriously evaluate factors that are not only important in creating strong brand
equity but also assist them in achieving customer satisfaction and loyalty. This survey I hope
the company will be benefited and with the help of the suggestion given to the company can
improve its functioning and the overall services.
60
CHAPTER - 6
61
6.1 APPENDIX
1. Gender: a)Male b)Female
2. Age: 20 yrs-30 years 30 yrs-40 years above 40 years
3. Marital Status: Married Unmarried
4. Qualification: Professional Degree Postgraduate Graduate Higher Secondary
5. Monthly Income: Below Rs.20, 000 Rs. 20,000-40,000 Rs.40, 000 and above
6. Which company’s names come to your mind first when one says travels
a) TAT b) SRM c) KPN d) orange e) parveen
7. Which bus according to you offers best service?
8. Which promotional strategy is being used most frequently by your agency?
a) Advertising b) Public Relations c) Promotions d) Publicity
9. Which was the most trusted travels according to you?
10. In which type of media do you see travels advertisements often?
a) TV b) radio c) print media d) internet e) others
11. Do you think that brand promotional activities have influenced you to choose a bus?
a) Always b) often c) sometimes d)never
12. How about some other travel services, do you always accept them?
a) Strongly agree b) Somewhat agree c) Neither agree nor disagree d)Somewhat disagree
e)Strongly disagree
13. Do you compare online rates of the travels?
e)Strongly disagree
14. Do they usually give promotional discounts to passengers?
62
a)Strongly agree b) Somewhat agree c) Neither agree nor disagree d)Somewhat disagree
e)Strongly disagree
15. Designing a logo and tagline for TAT will help to make people aware about it?
e)Strongly disagree
16.Logo of TAT will assist people to recognize it better?

e)Strongly disagree
17. Adapting social media may help to communicate the TAT easily?
e)Strongly disagree
18. If you hear the name travels would TAT will comes on your mind?
a) Yes b) no
19. Are you a price sensitive customer?

a) Yes b) no
20. What do you think about TAT in comparison to other travels
a) Service b) fare c) trust d) time duration
21. Does internet advertising give a lot of help to increase the brand positioning in customers
mind?
e)Strongly disagree
22. Would they provide a good public relation to attract more passengers to come into TAT?
e)Strongly disagree
23. Positive image of the TAT should be incarnated among passengers and public for its
branding?
e)Strongly disagree
24. Good status of a destination increases its the pace of development as a brand?
63
e)Strongly disagree
25. Good infrastructure availability also supports effective brand development of a travels?
e)Strongly disagree
64
6.2 REFERANCE
BIBLIOGRAPHY
Book reference
 Pride, William M., and Ferrell O.C. Marketing concepts and strategies. 12th ed.
Houghton Mifflin Co., USA, 2005
 Ramaswamy, V.S., and Namakumari S. Marketing management: Planning,

implementation and control. 3rd ed. Macmillan India Ltd., 2002
 Kotler Philip, and Keller Kevin Lane. Marketing Management. Pearson Education,
Inc.,2006
 Kotler Philip and Armstrong Gary. Principles of Marketing. 11th ed. Pearson
Prentice Hall, 2006
Web sites
 www.generalindia.com
 www.fujitsu-general.com
 www.etaascon.com
 www.google.co.in
65

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A STUDY ON BRAND POSITIONING IN TIRUMAL ALAGU

TAGORE ENGINEERING COLLEGE

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements

For the award of the degree

MASTER OF BUSINESS ADMINISTRATION

Certified that the Project Titled “A STUDY ON BRAND POSITIONING IN TIRUMAL

Supervisor Head of the department

INTERNAL EXAMINER EXTERNAL EXAMINER

I, S.GLAIDEN WINS (412717631009) student of Department of Management Studies

Place: Chennai S.GLAIDEN WINS

Date: (Reg. No.412717631009)

I extend my heart-felt gratitude to our beloved Chairperson Prof.M.Mala, M.A,

I would like to thank Dr. P. Priyadarsini. MBA, M.Phil, PhD.,Prof. &Head,

I express my deep graduate to my external guide Mr.Vinish dhanraj .V (Manager)

I convey my heartiest thank to my beloved parents who helped me to complete the

Chapter Description Page No.

3.7 LIMITATIONS OF THE STUDY 20

DATA ANALYSIS AND INTERPRETATION

5.1 SUMMARIES OF FINDINGS 57

5.2 SUGGESTION AND RECOMMENDATIONS 60

4.1.1 Table showing that gender wise classification of the respondents 47

4.1.2 Table showing that age wise classification of the respondents 48

4.1.3 Table showing that marital status of the respondents 49

4.1.4 Table showing that qualification of the respondents 50

4.1.5 Table showing that monthly income of the respondents 51

4.1.7 Table showing that offers best service 53

4.1.8 Table showing that promotional strategy is being used most 54

4.1.9 Table showing that most trusted travels 55

4.1.11 Table showing that brand promotional activities have influenced 57

4.1.12 Table showing that always accept other travels 58

4.1.13 Table showing that compare online rates of the travels 59

4.1.14 Table showing that they give promotional discounts to passengers 60

4.1.19 Table showing that price sensitive customer 65

4.1.20 Table showing that TAT in comparison to other travels 66

4.1.21 Table showing that internet advertising give a lot of help to 67

4.1.25 Table showing that Good infrastructure availability also supports 71

4.1.1 Chart showing that gender wise classification of the respondents 47

4.1.2 Chart showing that age wise classification of the respondents 48

4.1.3 Chart showing that marital status of the respondents 49

4.1.4 Chart showing that qualification of the respondents 50

4.1.5 Chart showing that monthly income of the respondents 51

4.1.7 Chart showing that offers best service 53

4.1.8 Chart showing that promotional strategy is being used most 54

4.1.9 Chart showing that most trusted travels 55

4.1.11 Chart showing that brand promotional activities have influenced 57

4.1.12 Chart showing that always accept other travels 58

4.1.13 Chart showing that compare online rates of the travels 59

4.1.14 Chart showing that they give promotional discounts to passengers 60

4.1.17 Chart showing that Adapting social media may help to 63

4.1.19 Chart showing that price sensitive customer 65

4.1.20 Chart showing that TAT in comparison to other travels 66

4.1.21 Chart showing that internet advertising give a lot of help to 67

4.1.25 Chart showing that Good infrastructure availability also supports 71

Building Strong Brands

In order to make an impression in a market, brands need to stand for something. Inconsistent

Consistency is also important when it comes to differentiating a product. Brands simplify

The Brand Platform

As you learned in the previous module, product positioning is an important strategic tool

Indian Travel and Tourism Industry

The contribution of the industry to the global economy

TAMILNADU TRAVEL AND TOURISM

TAT Launched E-commerce website in 2004.