A STUDY ON “THE BUSINESS BUYING BEHAVIOUR” WITH SPECIAL REFERENCE TO KERALA MINERALS AND METALS LIMITED
A PROJECT REPORT IN PARTIAL FULLFILLMINET OF THE REQUIREMENT OF THE MASTER OF BUSINESS ADMINISTRATION
LOLEK EJ (EJAKMBA 019)
UNDER THE GUIDANCE OF
MRS JYOTHIS RACHEL, M.COM, MBA
ELIJAH INSTITUTE OF MANAGEMENT STUDIES THRISSUR
ELIJAH INSTITUTE OF MANGEMENT STUDIES PONGANAMKAD, KURICHIKARA P.O THRISSUR-6800028
This is to certify that the project entitled “A STUDY ON THE BUSINESS BUYING BEHAVIOUR WITHT SPECIAL REFERENCE TO KERALA MINERALS AND METALS LIMITED CHAVARA, KOLLAM” submitted in partial fulfillment of the requirements for the award of degree of Master of Business Administration of University of Calicut is a bonafide record of the work carried out by Mr. Lolek EJ, Reg. no. EJAKMBA 019.
KURICHIKARA P.Lolek EJ. Reg.
CERTIFICATE FROM THE GUIDE
This is to certify that the project entitled “A STUDY ON THE BUSINESS BUYING
BEHAVIOUR WITH REGARD TO THE KERALA MINERALS AND METALS LIMITED CHAVARA KOLLAM” submitted in the partial fulfillment of the
requirements for the award of degree of Master of Business Administration of University of Calicut was carried out by Mr. EJAKMBA 019 under my guidance.ELIJAH INSTITUTE OF MANGEMENT STUDIES PONGANAMKAD. JYOTHIS RACHEL Faculty guide
I Lolek EJ. student of Elijah Institute of Management Studies. hereby declare that the PROJECT REPORT entitled A STUDY ON THE BUSINESS BUYING BEHAVIOUR WITH SPECIAL REFRENCE TO THE KERALA MINERALS AND METALS LIMITED CHAVARA KOLLAM is submitted to University of Calicut in partial fulfillment of the requirement for the award of the Degree of Master of Business Administration is a record of original project work done by the able guidance of MRS Jyothis Rachel (faculty guide)
The empirical findings in this report are based on the data collected by myself from KERALA MINERALS AND METALS LIMITED. While preparing this report. I have not copied from any other report.
Place: Thrissur Date:
LOLEK EJ EJAKMBA 019
. I also declare that this report will gives us clear vision about the business buying behavior of each client towards the company.
for the patient support and guidance. DR.
I am extremely indebted to the Marketing Manager as well as Mr. materials and cooperation for the preparation of this project work. Once again I take this opportunity to convey thanks to each and every person who helped me directly and indirectly in the successful completion of this project.
I render my whole hearted thanks to all the other respected faculties of the management department for their assistance and cooperation given to me in regard to this work.V.
I great fully thank Mrs.
I thank my family members for their valuable and inseparable support in completion of this project. marketing manager) who guide me for the valuable help rendered to me by providing the necessary information.Sonny for permitting me to take up this project work.
. Jyothis Rachel professor of Elijah Institute of Management Studies.ACKNOWLEDGEMENT
First and foremost let me sincerely thank ALMIGTHY for the great opportunity and blessings that he has showered up on me for the successful and timely completion of my project work. Jerry (Asst.
I wish to express my hearty gratitude to our respected principal.
TABLE OF CONTENTS
CHAPTER -1 1.1 1.2 1.3 1.4 1.5 1.6 Introduction Research Problem Scope of the Study Objectives of the Study Research Methodology Limitations of the Study CHAPTER -2 2 2.2 2.3 2.4 Literature Review Buying situations in the industrial marketing Different buying roles involved in the business buying process Review of past studies CHAPTER -3 3.1 3.2 3.3 3.4 3.5 Industry Profile Company Profile Department Profile Product Profile Organization Structure CHAPTER -4 4 Data Analysis CHAPTER -5 5.1 5.2 5.3 5.4 Summary Major Findings Suggestions Conclusion 46 46 47 47 34-45 15-18 18-24 24-28 29-32 33 5 6-7 7-12 12-14 Page no: 1 1 1 2 2-4 4
Scope for further study
LIST OF TABLES
2.1.1 2.3.2 Buy grid model 2.3.3 Nature of the organization 4.1 Materials sourced from companies 4.2 Customer category 4.3 Grades which are sold 4.4 Satisfaction with the product 4.5 General terms of purchase 4.6 How often do you buy the products 4.7 Quantity bought by a customer at a time 4.8 How do you feel delivery of product 4.9 Are you satisfied with the availability of product 4.10 Awareness of the ISO certification 4.11 If so is there any improvement 4.11.1 Ratings of factors which affect the buying behavior 4.12 35 34 34 33 32 31 30 29 28 27 26 25 24 10 Difference between consumer and business buying behavior Steps in Business buying process 4 8
LIST OF CHARTS
188.8.131.52 3.5 Nature of the organization 4.1 Materials sourced from companies 4.2 Customer category 4.3 Grades which are sold 4.4 Satisfaction with the product 4.5 General terms of purchase 4.6 How often do you buy the products 4.7 Quantity bought by a customer at a time 4.8 How do you feel delivery of product 4.9 Are you satisfied with the availability of product 4.10 Awareness of the ISO certification 4.11 Is there any improvement 4.11.1 Ratings of factors which affect the buying behavior 4.12 35 34 34 33 32 31 30 29 28 27 26 25 24 Marketing department structure Organization structure 16 23
In order to entice and persuade a consumer to buy a product. The job of marketer is to meet and satisfy target customers needs and wants but “knowing customer" is not a simple task. Almost 50 respondents were taken as sample unit. The data of the project “Business buying behavior” is collected through questionnaires which was sent to various stockiest. Charts and tables are created by using the response of the questionnaires. As KMML is one of the leading players in titanium products it is essential to understand the structure of the company as well as the various departments. And this work helps to understand the various buying situations as well how the changes in social.ABSTRACT
A marketing firm must ascertain the nature of customers' buying behavior if it is to market its product properly. marketers try to determine the behavioral process of how a given product is purchased. The collected data‟s are analyzed and interpreted for findings and suggestions were framed in response to the findings
. and economical changes affects a buyer. So the marketing department plays the key role in any company like KMML As the competition is high in the markets each company has to understand its potential and they should know the factors which influence the buyers in the market situation. political. The technique used for data collection is sapling. The companies various promotion strategies and the stockiest satisfaction is been critically analyzed. This study helps to know more about KMML as well as it gives a clear idea about the buying behavior of the stockiest which depend mainly on Kerala Minerals and Metals ltd Chavara. The study is conducted by using the various information obtained from the company. Understanding the buying behavior of the target market for its company products is the essential task for the marketing department.
Introduction Research Problem
Scope of the Study
Objectives of the Study
Limitations of the Study
and individual factors as well as by external environmental factors. place. and the buying decision process.
1. cultural. The model shows that the buying center and the buying decision process are influenced by internal organizational. Business buying behavior refers to the buying behavior of organizations that buy goods and services for use in the production of other products and services that are sold. Within the organization. service. price. political. and payment terms.1 Introduction
At the most basic level. buying activity consists of two major parts: the buying center. As with consumer buying. rented. and competitive. and promotion. made up of all the people involved in the buying decision. marketers want to know how business buyers will respond to various marketing stimuli. It also includes the retailing and wholesaling of firms that acquire goods for the purpose of reselling or renting them to others at a profit. Other stimuli include major forces in the environment: economic. In order to design good marketing mix strategies. order quantities. supplier choice.3 Scope of the Study
The very importance of the need of this study comes from the fact the individual consumer behavior differ from the buying behavior of its business counterpart. the marketer must understand what happens within the organization to turn stimuli into purchase responses. interpersonal. and delivery. In this case a better understanding of the business buyer‟s behavior will give the company a better chance in increasing the efficiency of it marketing activities. or supplied to others. the marketing stimuli for business buying consist of the four Ps: product.1.
. These stimuli enter the organization and are turned into buyer responses: product or service choice. So for a company dealing with these intermediate business buyers has to cautious enough to understand the variations between the two.2 Research Problem
Whether the Socio political changes as well as the competitive changes will affect the buyers or not? (Factors which affect the buying decision process)
4 Objectives of the Study Primary objective
To discuss the different types of buying situations involved in the organizational buying
To understand about the buying roles and their importance in industrial marketing
To analyze the factors that influences the organization buying process
To study and understand the major influencing factors on the business buyers in KMML
1.1. interpretation. These steps include the selection of a research problem. “research comprises of defining and redefining problem. survey of literature and documentation. reaching conclusions to determine whether they fit the formulated hypothesis”. presentation and report writing. collecting.5 Research Methodology
According to Clifford Woody. formulating hypothesis or suggested solutions. data collection. the formulation of hypothesis. the presentation of the problem. A methodology may be understood to mean as all those methods and techniques that are adopted for collecting information and data. conceptual clarity and methodology.
. testing of hypothesis. bibliography. the research methodology adopted during the research process is described below. organizing and evaluating data. In view of the research objectives.
a mail survey approach is appropriate since it allows respondents to participate in the study at a time of their choosing.2 Data Collection:
Data used for the research has been collected from primary and secondary sources
1. be overcome by pre-set quotas as well as careful data collection procedures. Secondly this is a study in a B2B context.5. HR Manual. The design includes an outline of what the researcher will do from writing the hypothesis and its operational implication to the final analysis of data.
1. surveys. 3
.1.5. to some extent. Although mail surveys are criticized as having low response rates which can create non response bias. Here the low costs of a mail survey allows the collection of data with a boarder cross industry within a region.4 Secondary Sources:
Secondary data on the other hand includes those data which are collected from some earlier research work and are applicable in the study the researcher has presently worked in. and websites. questionnaire-Data was collected through formal interview with officers and staffs.3 Primary Sources:
Primary data are generated when a particular problem in hand is investigated by the researcher through personnel interview. Data was obtained from company records. The research methods mainly used here are mail surveys as well as telephone surveys. this can.1 Research Design:
A research design is the arrangement of condition for collection and analysis of data in manner that aims to combine relevance of the research purpose with economy in procedure. and due to the limited time that managerial respondents can offer. measurement and analysis of data.5. Descriptive design was taken for the study.
1. It constitutes the blueprint for the collection. The design may be specific presentation of the various steps in the process of research.5.
5 Sample Size
50 consumers of the company
Questionnaires is send over emails
Customers are of different language so communication problem
Limitations of the study
Difficulty of reaching out to the customers as they are in different states.1.5.
Buying situations in the industrial marketing
Different buying roles involved in the business buying process
Review of past studies
plants and equipment. If the number of people who purchase car declines in a particular month then demand for the engines also goes down. tech parks and industrial area. This market includes organizational buying.e. Business buyers purchase goods and services to achieve specific goals. Therefore it includes more than one member in the purchasing department. such as making money reducing operation costs. This market consist very few buyers but they purchase in a very big quantity.2. lucrative buying market for goods and services purchased from both domestic and international suppliers.1. Any market in which customer buys the product for other than personal consumption is called business market. The product is purchases only after thorough examination. For example. This has resulted in the complex buying behavior. institutional buying and government buying. supplies and business services. demand for car engines will depend on how many consumers will purchase the car. manufactured components. The fluctuation in the market is inelastic.
2. institutional. depend upon the final consumption of the product and service. The demand for the product in this market is derived i. and government organizations in the United States alone-plus millions more in other countries-represent a huge. and satisfying social or legal obligations. This shows how engine companies are depending on the final consumption. Over 13 million business. These customers are usually found in the industrial towns.1 Literature Review
Business organizations not only sell they also buy vast quantities of raw materials.1 Difference between consumer and business buyer behavior
Characteristics Demand No of customers Location Nature of buy No of buying roles Negotiations Promotion Consumer market Direct Large Dispersed Personal Few Easy Advertising
Table 1 5
Business market Derived Few Concentrated Profession Many Complex Personal selling
000 worth of iron materials from company y every month. Industrial marketing usually involves three different types of buying situations. The negotiation process and vendor evaluation stages will not be there if company wants to purchase the material from the existing suppliers. This is the easiest situation in the organization buying. This provides lot of flexibility to both buyers and sellers. Therefore company will be having more number of people involved in the decision making. Therefore in this section we are discussing the different situation involved in the business buying. It means for each situations buying process changes. This will be resulted in higher uncertainty and cost for the seller.
Straight re-buy: in this situation organization follow routine step of informing sellers
about their requirements and supply specifications.
Modified re-buy: in this stage buyer wants either product modification. For example.2. After the advent of ERP software things have become simpler and easier.2 BUYING SITUATIONS IN THE INDUSTRIAL MARKETING
Buying situations varies to the large extent in the industrial marketing compared to the consumer markets. They are a) b) c) New task Straight re-buy and Modified re-buy
New task: the stage in which an organization is purchasing a major product for the first
time. terms modification or supplier‟s modifications. Company would like to reduce the cost of iron ore. a company x is buying Rs100. price
modification. Company already has the list of suppliers. In this situation seller try to meet all the buying participants of the organization and convince them. It starts the negotiation with their suppliers on the new terms and conditions.
. it gets the information from the floor about their requirements and the same is conveyed to the supplier.
personality. 1. d) e) Deciders: these people give final consent on the chosen suppliers. Members of buying centre have different personal motivations.3 Different buying roles involved in the business buying process are
a) Users are people who actually use the product. for e. 2. 3. whereas production may be more interested in ease of use and reliability of supply. Example: technical personnel. b) Influencers are people who provide the information required to evaluate the vendor and
his products.. f) The negotiation process and vendor evaluation stages will not be there if company wants
to purchase the same material from the existing suppliers.g. The characteristics of buying centre are listed below.
a technical person may see the vendor quotations and filter it before it goes to buying committees. income. consultants.2. job position. technical advisors and other members of the marketing channel. lathe machine is used by the shop floor employee. Several individuals can occupy a given role (e. attitudes toward risk and culture
2. A gatekeeper acts as filtering agents between buying committee and sellers. The buying centre may include people outside the organization such as government
officials. Therefore many business organizations constitute the buying centre or buying committee. Different members of the buying centre have different influences. perceptions and preferences which in turn are dependent on – age. Industrial marketing usually involves three different types of buying situations they are: 7
.1 BUYING ROLES IN THE INDUSTRIAL MARKETING
The number of people involved in the decision making is more in the industrial marketing. many users/influencers) and one
individual can occupy multiple roles. 4. Therefore in this section we are discussing the different situation involved in the business buying. This person can tell the specification clearly than any other person. the engineering
department may be concerned with actual performance of the product. For example.2. c) Buyers: purchasing persons who put the specification for vendors. For example.g. education. These people also
evaluate the vendor and select him. It means for each situations buying process changed.
For example. If the economy is growing rapidly usually the consumption also grows proportionately then company should source materials accordingly. i) Modified re-buy: In this stage buyer wants either product modification price modification.g) h)
New task: The stage in which an organization is purchasing a major product for first time Straight re-buy: Organization follow routine step of informing sellers about their
requirements and supply specifications.
Competitive environment: Business buying is very complex. Any change in the government policy will have direct or indirect impact on the company. The numbers of buyers are
Supply conditions: Raw materials required should be matched with the demand
condition of the company.1 Factors that influences on business buyers
Economic developments: Purchasing of materials depend upon the country‟s economic
2. One should not sell beef
products in India. For example. If there is an irregular or seasonal demand exists then company should adjust their supplies. 8
. The economic health of the nation provides image for the organization too. most of the products produced in Japan are of small size to suit their customers. terms modification or suppliers‟ modification.3.
Culture and Customs: Every country has its own culture. Any technology change adopted by the competitor should be carefully observed. Any shortage of the raw materials will force the company to go out of the company. Any company buying products in Japan should always keep these things in mind. an engineering firm work towards better environment standards in their products assuming that all automobile companies adhere to the international regulations but the government decided to post pone the regulation standard implementation for 1-2 years the entire material manufactured and raw materials will have extra holding and inventory costs.
Political and Legal environment: The unstable government will have unpredictable
policies. in same way business buying is also influenced by the culture and customs. If the company not able to identify the competitors move survival will become difficult.
2 Steps in Business buying process
Problem recognition Need description Product specification Supplier search
Order routine specification
Stage 1: Problem recognition Problem can be identified from either internal stimuli or external stimuli. Companies with more number of hierarchies will have plenty of problems to be addressed. Its purchasing objectives take this as benchmark and try to reduce the cost by 20%. status.
Interpersonal factors: Business buying will have different outcome on the basis of
authority. Sometimes they will be forced to cancel the negotiation with a major supplier who may provide value to the organization in the future to meet the current cost projection. job position.
Organizational Policies and Procedures: Companies policies like centralization versus
decentralization of buying and selling will have direct impact on the company‟s production.
Organizational objectives: Purchasing objectives are derived from the organization
objectives. education. Company would like to launch new product hence it searches for the suppliers who can supply the material and equipments required for the new product. j) Individual factors: Age. empathy and persuasiveness that customer and organization posses. 9
.3. personality risk attitudes of individual
will determine the buying behavior of each role and in turn these changes will have direct impact on the organization buying.
Organization structure and Systems: Lesser the hierarchy more will be the flexibility
in the organization. and organization objective is to reduce the overall cost of 20%. For example.
conference also helps the company to identify the problem. writing and presenting proposals.External stimuli like trade show. not just technical document. They should position their company‟s capabilities and resources so that they stand but from the competition. The required items are assessed on the basis of reliability. and build a good reputation in the marketplace. Qualified suppliers are shortlisted for further process. The buyer can examine trade directories. Here emphasis is given to find the alternative methods of producing the components and finding the optimum method that suits the company. 2. Those who qualify may be visited to examine their manufacturing facilities and meet their personnel. price. Their oral presentations should inspire confidence. Suppliers who lack the required production capacity or suffer from a poor reputation will be rejected.
Characteristics and quantity of the needed item For the complex products team assessment is required. Where the item is complex or expensive. phone other companies for recommendations. Stage 4: Supplier search The buyer now tries to identify the most appropriate suppliers. 3. Some suppliers will send only a catalogue or a sales representative. develop a strong advertising and promotion program. and other
attributes needed in the item. The buyer will invite qualified suppliers to make formal presentations. Thus business marketers must be skilled in researching. do a computer search. watch trade advertisements. The supplier‟s task is to get listed in major business directories. In the value analysis company analyzes the components and their production process. Their proposals should be marketing documents. durability. The need description includes
1. the buyer requires a detailed written proposal from each qualified supplier. and attend trade shows. Stage 5: Proposal solicitation The buyer will now invite qualified suppliers to submit proposals. companies will define need description. 10
. Stage 2: Need description: after finalizing the problem. Stage 3: Product specification: Organizations develop detailed product specification with value analysis.
hence the name stockless purchase plan. The buyer‟s computer automatically sends an order to the seller when stock is needed. a straight re-buy or modified re-buy we will study by Buy-Grid model. A blanket contract establishes a long-term relationship where the supplier promises to re-supply the buyer as needed on agreed price terms over a specified period of time. These eight stages are very much essential for new task but not necessary for straight re-buy or modified re-buy. Nor does the buyer want to write fewer and larger purchase orders because that means carrying more inventories. warranties and so on. To know which stages are important in the new task. In case of MRO items (maintenance. Some of the important attributes those commonly found in the vendor evaluations are a) b) c) d) e) f) g) h) Quality Delivery Communications Competitive prices Servicing Technical advice Performance history Reputation
Stage 7: Order routine specifications: The buyer now negotiates the final order with the chosen suppliers. Stage 8: Performance review In this stage organization review the performance of the suppliers. is expensive. The stock is held by the seller. return policies. quality or service. During this stage companies will prepare the checklist. the expected time of deliver. listing the technical specifications. buyers are increasingly moving towards blanket contracts rather than periodic purchase orders. repair and operating items). This will help it to decide whether to continue with existing suppliers or should search for the new vendor.Stage 6: Supplier selection This stage is also known as vendor selection. the quantity needed. This locks the supplier with buyer and makes it difficult for out-suppliers to break in unless the buyer and makes it difficult for out-suppliers to break in unless the buyer becomes dissatisfied with the in-supplier‟s prices. Weight ages are assigned against each checklist point and evaluated. Writing a new purchase order each time stock is needed. 11
semi-finished goods.3 Buy grid model
Buy grid model is developed to understand the business buying process in three different business buying situations Buying process 1.4 Review of past studies
Business buying process in a Garment Manufacturing Unit for a Retail Chain Demand Analysis by Cathy Parker for the partial fulfillment of her degree Most demand in the organization buying is derived demand so the company‟s most purchase depends upon orders procured by the organization. General need description 3.3. Product √ √ √ √ √ √ √ √ √ √ √ √ √ √ √ New task √ Table: 3 Modified re-buy Straight re-buy
specification 4. 5.2. The operations department makes the design and process the buying requirement to the purchase department. Supplier search Proposal solicitation 6. To fulfill the orders the company purchase raw materials. The purchase department categorizes the purchases into three categories – 12
. Performance review
2. Supplier selection Order routine specification 8. and services as input to the production of other goods and services (fashion.net). 7. components. Problem recognition 2.As the marketing department brings new order and does the demand forecasting it process the information to the operations department.
3. Re-orders – In the operations department the designers make rough design for making patterns and samples on pattern making papers. The whole decision making process starts from the recognition of need to general need description to product specification to supplier search to proposal solicitation to supplier selection to order routine specification and finally to performance review in influenced by various decision making units. The technology department will analyze the problem with the machinery and purchases goods like oil and spare parts to maintain smooth functioning of the processes. In accordance with the design apart from the fabric the operations department requires accessories and other add on. Office stationary is used by all departments so the purchase department purchase stationary for the whole organization from one supplier and keep on reordering it as per the need arises. As we found out while researching out business buying with garment manufacturer that it is more often than not taken by a committee in an organization rather than an individual.1. Business purchases involves more buyers in the decision making process and the purchasing efforts are undertaken by professional buyers which makes the whole process complex.
Business buying department is a lot different than consumer buying decision as it is a demand driven market with less price inelasticity. The market structure and duration of decision is also different.
Order Specific Purchases – As the order is received the purchase department looks for the particular design related fabric.
. So apart from the order related purchases the department requires stationary items used in the designing and design development process. To enable such flow the company has to invest in office stationary and communication system.
These are the three basic purchase needs in the company related to the core of the business operation. While as mostly consumer buying behavior is one time deal business buying is a continuous endeavor to build long term relationships. But the business involves lots of other aspects like unhindered and fluent information flow between departments. Operational machinery purchase – As the operations keep going there is machine depreciation and mechanical faults. So the operation department has to refer those to the technological department.
David Shani (kean college of New Jersey) Account acquisition and retention is an ongoing problem facing advertising agencies. However. many factors likely influence the client-agency relationship. the factors fostering continuity and the forces prompting the break up of client-agency relationships.Fostering Client-Agency Relationships: A Business buying Behavior Perspective by Dr.David Lichtenthal (Baruch College) and Dr.J. they have primarily done so by studying specific organizational or individual level factors. However.
. A study was conducted with top agency account acquisition personnel that determined the set of forces affecting organizational buying behavior has applicability to business services transactions. this classic industrial service relationship has not been examined from a business-to-business buying behavior perspective. What we need is a more comprehensive set of factors that also includes a broader range and variety of environmental and social forces affecting client-agency relations. Literature in this area has focused on the criteria used in agency selection. client industry norms and practices and the various roles within client firms are instances of factors that are neither organizational nor individual.
While researchers have focused on issues relating to agency selection and loyalty in client-agency relationships. Directions for future research are noted and managerial implication for business-to-business new account acquisition and selling are also provided. For example.
K. The first commercial product of titanium was an alloy additive to steel. The higher demand in global market attracts various firms to enter into the Titanium Dioxide manufacturing. He examined Rutile and identified it as an oxide of metal and named it as “Titanium” after “Titan” of Greek Mythology in the year 1775.3. when Ferro alloys were developed in USA in the year 1906. Anatase and Rutile. But it was M. In TTP Ltd.
The chemical is available in two crystalline forms. viz. which are of much commercial significance. 15
.1 Industry Profile
The use of Titanium Dioxide is very vast and it has been produced in various parts of the world at different levels. The relatively softer Anatase is the right material for delustering artificial fibers. This is because of the unique combination of its superior properties of a high refractive index. It‟s perfect non toxicity & chemical inertness make it an ideal choice as a white pigment. low specific gravity. The light scattering property of finely divided Titanium Dioxide is unmatched by any other known material. high hiding power and opacity. The use of titanium minerals in welding electrode coating gained acceptance in the mid thirties while titanium metal has been of commercial importance since 1948. which include multinational companies as well as small scale companies. Titanium dioxide is far more stable than any other pigment. Lithopone etc. William George who found traces of black magnetic sand unfamiliar to him in Manacine Parish (UK) and he called it Manacine.1World Scenario
The credit of recognizing the existence of Titanium goes to Rev.1. and non-toxicity. A decade after Titanium Dioxide pigment was produced on a commercial scale.
Titanium Dioxide is the whitest of white pigments and has replaced other less effective pigments such as Zinc Oxide. It is estimated that world‟s total installed capacity for Titanium Dioxide industry is 90-91%. The Anatase grade is produced by the conventional sulphate technology. It also has high tinting strength and dispersion properties as well as chemical stability.H Lapalast who discovered Titanium.
This product was developed in the year 2002 indigenously through the Sulphate route.5% annually to reach close to $8 billion in production value today. Historically the market has grown in volume at 3.Titanium Dioxide is produced in TTP in the ANATASE form and marketed as AJANTOX. The top 5 producers of the world now control 78% of the global capacity.
Titanium Dioxide enjoys a large market by any measure. Ganjan (Orissa) and Sreekakulam (Andhra Pradesh). The demand for the new manufacturers will be more.000 units/year and most important sources are South Kerala and Tamil Nadu.2 National Scenario
The Indian reserves of ilmenite are expected to be around 6.
3. 00. Beach reserves are also seen in Ratnagiri (Maharashtra).1.3. Anatase grade possesses excellent water dispersion properties and gives a clear tone in all ranges of application. Looking over the next 20 years. at least some new Titanium Dioxide pigment will be made through most of the industrial capacity will come from expansion. plastics. This information throws light into the possibilities of new manufacturers and competition in Titanium Dioxide industry in the Indian market. TTP RD-01. The industry has gone through a metamorphosis in the past decade. The reserves in Kerala and Tamil Nadu are about 20 million tonnes. There are still no functional alternatives that provide the same value in use of customers.5%. TTP markets this product without surface treatment at a very competitive price.. rubber etc 16
. Travancore Titanium Products Limited has recently launched a Rutile Grade Titanium dioxide pigment viz. In the last decade the demand has slowly downed to 3% and it is expected in the next decade growth will be in the range if 2. with the increased demand for the paints. They are
The titanium dioxide market is unique in that while it is a product approaching 100 years old.5% .
IRE also operates two mineral separation units. The Indian paint industry is expected to expand to almost 1.
KMML is the only unit producing Rutile grade Titanium Dioxide pigment in India with an installed capacity of 30.000 tonnes per annum. The current per capita consumption of paints at around 5 kg as compared to between 15 kg and 20 kg in the developed countries.
This information throws light into the possibilities of new manufacturers and competition in Titanium Dioxide industry in the Indian Market. Indian Rare Earth Limited (IRE) a government of India undertaking has a mineral separation unit in Chavara. with the increased demand for the paints.3. IRE also operates two mineral separation units. Currently there are four units in India engaged in the manufacturing of Titanium Dioxide pigment (Rutile & Anatase) with a total combined capacity of 44560 metric tonnes per annum. plastics.3 State Scenario
At present in Kerala. which leaves considerable potential in the overall demand for paint in India.75 million metric tonnes by the year 2005.1 Titanium Dioxide consumption growth in India
The Indian paint industry has recorded growth of around 8% during the previous years. which separates minerals from the beach sands. which are located from the beach sands. These units are: Kollam.
3. rubber etc. The demand for the new manufacturers will be more. which are located in Manavalakurichi in Tamil Nadu and Chattarpur in Orissa. TTP and the KMML are the only two manufacturers of which produces Titanium Dioxide pigment.1.
.6 and 1.1.2. Projected demand of Titanium Dioxide in India is based on 8% growth.
KMML is India‟s first and only manufacturer of rutile grade Ti02 by chloride route. rutile leucoxene and silmanite which are the basic raw materials for variety of industrial use. as was discovered in 1909 by the German scientist Dr. RX 802. KMML has won national acclaim for its impressive performance. Since its inception KMML has made an indelible mark in the fields of mining. The company‟s products are marked under the brand name KEMOX. Kerala Minerals And Metals Limited. With the state of art factories at Sankaramangalam and Kovilthotham. is the world‟s first fully integrated Ti02 Plant. RC800 PG.
3. Of this 229 million tones of Titanium Dioxide is produced by Chloride route bye 26 companies. mineral processing and manufacturing. The products range includes ilmenite. Schomberg who found traces of monazite in the sand flakes on the imported coir from Sankaramangalam. RC 822 and RC 808. And KMML is the world‟s first fully integrated Titanium Dioxide plant. RC 813. This is equally applicable to Titanium Dioxide Industry. Another major advantage of this plant is that it is the only integrated plant located at the raw material site in the world.Travancore Titanium Products was started by His Highness Chitra Thirunal in 1946 and Titanium Dioxide was produced using the Sulphide Procure Technology. Precious.
. Later the KMML situated at Chavara came into existence and started producing Titanium Dioxide with the help of HCL acid process technology. remaining 21 million tonnes are produced by 45 companies through the process of sulphate process. With world‟s best quality mineral deposits.The present global demand of Titanium dioxide is about fifty million tonnes which is produced by 75 companies around the world. RC 800. a fully owned Kerala Government Enterprise. The beaches with a wealth of rare earth minerals. KMML produces the pigments like KEMOX RC 822. India is a destination under focus and it is time to look at Titanium Dioxide industry scenario. growth potential.2 Company Profile
India is the second largest growing economy in the world.
The history of the beaches of Sankarmangalam and nearby areas is inextricably intertwined with the history of the precious beaches and KMML.
Ltd.2. USA – Synthetic Rutile Plant. U.Large scale generation of employment in the state in general.000 tonnes of Titanium Dioxide Pigment through Chloride process technology. Perira and Sons (Travancore) Pvt.1 Growth of the company
1974 Letter of Indent for the production of 48.By 1932.
1. Woodall Duckham. Collaboration agreement with: Benelite Corporation of America. Chavara. USA – Titanium Dioxide Pigment (Chloride process) 1979 Construction of plants started at Sankaramangalam. The construction of Titanium Dioxide Pigment using chloride technology started in 1979. The unit was subsequently converted as a limited company in 1972 by the name of „The Kerala Minerals and Metals Ltd.‟with the following broad objectives. a visionary private entrepreneur established the F.
3. with over 2000 employees and a range of products. During the course of time. X.
3.K – Acid Regeneration Plant Kerr McGee Chemical Corporation.Optimum utilisation of mineral wealth found along the sea coast of Kollam-Alappuzha Districts. the forerunner to KMML.Overall growth and development of the local area in particular and the state in general. KMML has become part and parcel of local and international life. Kollam
. KMML changed hands three times over. Today. 2. In 1956 it was taken over by the state government and was placed under the control of the industries department. The same was commissioned in 1984 as the first and only integrated Titanium Dioxide Plant in the world.
Launched for the first time in India. 1984 Commissioned the first fully integrated Titanium Dioxide Pigment Plant in the world. 1992 Launched Plastic Grade Pigment – KEMOX RC-800 PG. 1992 1992 Won the First National Award for in-house R&D efforts in Industry for Technology Absorption under TAAS programme by DSIR 1997 A new grade of pigment for the new water based paint application was introduced – KEMOX RC-813. 1998 Launched another improved grade pigment – KEMOX RC-822SG (Renamed as KEMOX RC-802) 1998 Commercial production of Iron Oxide Bricks from the waste Iron Oxide – an innovative development by in-house R&D. Rutile grade Titanium Dioxide Pigment under Trade Name: KEMOX RC-822.
.1983 R&D recognition for KMML laboratory by DSIR. 1992 Launched another grade of Titanium Dioxide Pigment – KEMOX RC-800.
1998 Supported Combustion Process was successfully commissioned in one of the streams in the Oxidation Plant. 2004 Commissioned new DM Plant and added two more digesters in IBP. modern energy efficient filter and drier system. 2005 World class quality management systems like ISO 14001 and OSHAS-1800 implemented 2006 Capacity enhancement to 40. DCS system in Unit-400. 1999 Erected and commissioned one more Chlorinator in Chlorination section.000MT 2006 Foundation stone laid for Titanium sponge plant 21
. 2003 New modern Lime Preparation Plant (LPP) for effluent neutralization was commissioned. 1999 Bypass system in both streams and support combustion in other streams was also commissioned. This In-house developed process is a significant break through which enables KMML to improve productivity of the plant and for further capacity enhancement. 2004 Commissioned a new product packaging machine.
09. --on 18th August 2011 2011 Birth of First Batch of Titanium Sponge on 06. 2010 Commissioned the Enhahced Zircon Recovery plant at MS Unit. 2011 India‟s first commercial titanium oxy chloride pilot plant commissioned on 16/6/2011 2011 India‟s first commercial plant for synthesis of nano titanium dioxide commissioned on 19/7/2011 2011 Commissioned the Siliminite Recovery Sysytem at MS Unit 2011 Started the sale of Siliminite.2011
.2007 Commissioned Recovery cyclone 2008 Commissioned new ETP sludge and Oxide pond 2009 Development of Nano Titanium Dioxide particles in laboratory scale.
. of India (National)
2003 & 2004
Special Awards for Exports from Chemicals and Allied Export Promotion Council (CAPEXIL) .3.3rd time consecutively.1994 1999 1999 .2000 2000 .May 2003 STANDING TALL
Award for R&D efforts in Industry FACT MKK Nair Memorial Productivity Award Energy Conservation Award FACT MKK Nair Memorial Productivity Award FACT MKK Nair Memorial Productivity Award Energy Conservation Award CAPEXIL Award for best export performance
1992 1993 .Govt. 2005 2004 &
Award for best revenue Performance.2 Achievements of the company
International Gold Medal Award for Quality & Efficiency from UK in 2003 APCJ Award from Asia Pacific Coating Forum for the Best International Marketing Campaign .2.2001 2001 2003.
3. in functional form of departmentalization an organization groups functions or activities into primary departments.O.
Department. Chavara . Kerala
Shri. The various departments of KMML are Marketing Department Personnel Department Finance Department 24
.3.3 Department Profile
A business organization has to perform a number of activities in order to run itself. House.
IAS Shri. Director Special
Directory board of KMML
Shri.P. Kerala Tel: +91 476 2687117 (O)
Shri. human resource development and finance. T. IAS(Retd) Chairman KMML.of Thiruvananthapuram.
Commissioner. The application of functional form of departmentalization means grouping activities into departments of production. Keral Kerala.P. IAS Managing Director KMML.2. Balakrishnan. Finance Govt. Director
Garg.Finance(Expenditure).O. Chavara . Kollam.Alkesh Kumar Sharma. Kollam. New Delhi. marketing.
Korea UK. who make it their business to find out your views. The activities of the marketing department include sales management. including countries like China. they are perfectly aware of the customer‟s needs and are instrumental in offering world-class services and prompt attention to your every requirement. Dubai and Sri Lanka.3. KMML‟s products are supplied to industries all over the globe. advertising. Philippines. sales analysis. Turkey. new product development.3.1. A team of motivated marketing experts. Maintaining close contacts. The web of over 30 offices servicing 50 odd nations is the backbone of the marketing network. market research and intelligence.1 Marketing Department
The main objective of the marketing department is to promote distribute sell and serve the products of the organization. highlights our customer consciousness. KMML has an all India network of 28 stockiest to meet requirements of our customers. Mauritius.
Major customers in the domestic market are served directly by the company. 25
.Material Department Fire and Safety Department Maintenance Department Project Department Data processing Department Research and Development Department Utility Department
3. KMML exports to the developed and developing nations and has earned a two star rating as an exporting house.1 Marketing Network of the Company
The marketing network of KMML is spread worldwide. At KMML. customer is the king. product pricing and customer service. South Africa.
programs. training.3. developing. and compensating the employees in the organization.G. It comprises of the functions and the principles that are applied to retaining.3. Regular training and refreshment courses are the part of the company life.2 Personnel Department
Human Resource Management is defined as the set of activities.2 Marketing Department Structure
PEON STENO GENERAL MANAGER
A. The courses which include quality consciousness and safety awareness contribute to personality development. and functions that are designed to maximize both organizational as well as employee effectiveness.3. Deputy General Manager (P&A) is the head of the department. 26
DY MANAGER (MARKETING)
MARKETING OFFICE ASST. Personnel department is concerned with people dimensions in the organization.1. There are around 2000 employees working in the company. ADMINISTRATIVE OFFICE
3.3. financing capital and soon. This department undertakes activities and decisions regarding the production work. It consists of major functions such as granting credit to customers.5 Materials Department
The materials department has three sections Purchase department Stores department Stores control Materials record
3.3 Production Department
KMML maintains a high standard of perfection by achieving technical excellence in very phase of production catering to strict guideline. This department is primarily responsible for creating safety awareness among employees and also to produce and distribute safety equipments. they are responsible for perverting accidents that occur to production plant during the operation. Deputy General Manager (P&M) controls the activities of this department.3.
3.4 Finance Department
Finance system ensures adequate organizational financing at a low cost so as to maximize returns. collection process.6 Fire and Safety Department
Fire and safety department has a very important role to play.3. cash management. KMML provides a wide range of products to quality conscious customers.3.
3.8 Project Department
The project department is engaged in the formulation of future projects and conducting feasibility study for the management. Sixty of them are connected to IBM main server. The compressed air for the plant and instruments are supplied as a pressure of 8kg/cm 2. Production of oxygen is also under the supervision of this department.3.7 Maintenance Department
The maintenance department is in charge of electrical.
3. Two boilers having a capacity of 33 tons per hour supply the steam.
3. instrumentation sections.9 Data Processing Department
This department is under the control of Assistant GM. It is headed by the joint general manager. They make plans for the expansion of the company and also make way for launching of new products. This department is also responsible for installation of new machinery.3. compressed air and water. The maintenance department is also responsible for inspection of valves and prevention of leakage of acids and poisonous gases. mechanical. civil. for the smooth running of machines and uninterrupted supply of power. There are personal computers in the company. MIS is under the control of this department. The data base is fed to the system by each department which is required to generate various MIS to the management. KMML issued an Oracle based DBMS.
3.10 Utility Department
The department is under the control of Assistant GM.3.3. The utility consists of stream.
you need our products to brighten your life. Our products go into the manufacture of a variety of products used in everyday life. enamels. KMML offers a wide range of products for quality conscious customers. tablets. Catering to strict guidelines. wood paints. rubber products. tooth paste. Believe it. plastics. newsprints. Dress materials. achieving technical excellence in every phase of production. emulsions.
KEMOX RC 800 KEMOX RC 802 KEMOX RC 808 KEMOX RC 822 KEMOX RC 800 PG KEMOX RC 813
Titanium Tetra Chloride Ilmenite Rutile Leucoxene Zircon Sillimenite Monazite
. and printing ink – All contain titanium dioxide. cosmetics.3. facial creams.4 Product Profile
KMML always maintains high standards of perfection.
it was taken over by the State Government in 1956. discovered in 1909 traces of monazite in the sand flakes on the imported coir from Sankaramangalam. a German Scientist. Leucoxone. Titanium Dioxide is essentially harvested from sea. Perira and Sons (Travancore) Pvt. KMML is the world‟s first fully integrated Titanium dioxide plant. KMML is also India‟s first and only manufacturer of Rutile Grade Titanium dioxide by chloride process. The beaches with a wealth of rare earth minerals became the centre of scientific attraction. Established in 1932 as F. KMML is India‟s first and only manufacturer of Rutile Grade Titanium dioxide by chloride process. also referred to as Titania. Rutile. is a substance as old as the earth itself. Titanium dioxide is readily mined in its purest form from beach sand.
. Monazite. The MS Unit employs Gravitational. and became a public limited company in 1972 in the name „The Kerala Minerals and Metals Ltd. white pigment available for use. Magnetic & High Tension Electrostatic Techniques for separation of minerals from the sand. Schomberg.4. X. Silliminite etc from the beach sand. Raw Ilmenite is chemically processed to remove impurities such as iron. Dr.1 Process done in Company
The Kerala Minerals and Metals Ltd (KMML) is the world‟s first fully integrated Titanium Dioxide Plant. Ltd. (KMML)‟. leaving the pure..
The Process in Brief: Titanium dioxide (TiO2). The beaches of Sankarmangalam and nearby areas in Kollam are inextricably intertwined with the history of this substance and KMML. The Mineral Separation Unit (MS Unit) of KMML is engaged in the separation of Ilmenite.3. by a visionary private entrepreneur. The chloride process produces TiO2 products by reacting titanium ores with chlorine gas.
RC 800. Titanium Tetra Chloride is vaporized.
. pre heated and oxidized with oxygen in the Oxidation Plant to produce raw Titanium Dioxide at a high temperature. sent to the dryer and then to the microniser. The raw Titanium Dioxide is then classified and surface treated with various chemicals.2 Applications of the Products
KEMOX RC 822 from KMML is a multiple application pigment. which is used for building purpose. which is in great demand in the world market. Chlorine reacts with Titanium Dioxide and other metallic oxide impurities in BI in the presence of petroleum coke at a temperature of 9000C in a fluidised bed chlorinator to produce chlorides of Titanium and other impurity metals.The chlorides of impurity metals are removed from Titanium Tetra Chloride (TiCl4) through various processes to complete the recovery of TiCl4. filtered and washed to remove the salts. which ensures negligent pollution. Responsible harvesting from the seas reaffirms our commitment to the environment. including acid regeneration.
3. We also produce other grades of Titanium Dioxide pigments like RC 800 PG. We manufacture Iron oxide bricks from the waste Iron Oxide. RC 813. in the Pigment Surface Treatment & Finishing Plant. Minerals like Zircon and Monazite are used in the development of Nuclear Technology. The Titanium Dioxide pigment (in powder form) is subsequently packed. BI from Ilmenite Beneficiation Plant is chlorinated in the Chlorination Plant to produce Titanium Tetra Chloride (Tickle). Beneficiated Ilmenite (BI) is the raw material for the Pigment Production Plant.4. The plant uses recycling and regeneration methods at various levels of processing. tint retention capacities and ease of dispersion. RC 802. It is further purified by distillation to obtain pure Titanium Tetra Chloride in the liquid form which is stored in storage vessels. RC 822 and RC 808.
The KMML Titanium pigments are reputed for their high degree of gloss.
Following are some of the major / common applications of the products that we manufacture:
TITANIUM DIOXIDE PIGMENT (RUTILE) Paints Printing Inks Plastic Paper Rubber Textiles Ceramics TITANIUM TETRA CHLORIDE Titanium Dioxide Pigment Titanium Dioxide Pigment Titanium salts Butyl Titanate Titanium Oxychlorides ILMENAITE Synthetic Rutile Titanium Tetra Chloride Ferro Titanium alloys Welding electronics Titanium Dioxide pigment Titanium salts SILLIMANITE High temperature refractory Ceramic industry 32
LEUCOXENE Welding electrodes Titanium Dioxide pigment Titanium Tetra Chloride Titanium Compounds MONAZITE Rare earth industry Nuclear technology RUTILE Welding electrodes Titanium compounds Titanium Dioxide Pigment Titanium metal/sponge Titanium Tetra Chloride ZIRCON Ceramics Foundries Refractories Zirconium Chemicals Zirconium metals Nuclear technology IRON OXIDE BRICKS As building Material
5 Organization Structure
Chart: 2 33
Data Analysis And Interpretation
2 public companies. 11 partnership companies and 29 private companies. Data Interpretation and Analysis
No of responses
Co-operative Public Private Partnership Total
8 2 29 11 50
16% 4% 58% 22% 100%
nature of the organization
co-operative public private partnership
Chart: 4.1 Interpretation The consumers of KMML consist of 8 co operatives. 34
.1 Nature of the organization
2 Interpretation 14 consumers of KMML started buying goods since last 5 years onwards 31 companies belongs to the years in between 5 to 10 and above 10 there remains only 5 customers.2 Range Below 5 years Between 5-10 years Above 10 years Total Between 5-10 years-31 companies Above 10 years-5 companies Number of responses 14 31 5 50 percentage 28% 62% 10% 100%
35 30 25 20 15 10 5 0 for 5 years between 5 to 10 years above 10 years
Chart: 4. 35
.4.2 Materials sourced by companies from KMML for years
Below 5 years-14 companies Table: 4.
3 Category Major customer Stockist Other category Total Responses 14 27 9 50 Percentage 28% 54% 18% 100%
0 major customer stockist other category
Chart: 4. the stockiest of the company is 27 in number and rest belongs to the common category which is 9 in number 36
.3 Interpretation The customers of the KMML can be divided into 3 they are major customer which are 14 in numbers.4.3 Customer category
4.4 Interpretation The mostly used grades are RC 822 (16) RC808 (12) RC 802 (4) RC 800PG (8) RC 800 (5) RC 804 (4) RCC 813 (1)
.4 Grades which are mostly sold
Grades Used Rc822 Rc808 Rc800pg Rc800 Rc804 Rcc813 Rc802 Total
Responses 16 12 8 5 4 1 4 50
Percentage 32% 24% 16% 10% 8% 2% 8% 100%
18 16 14 12 10 8 6 4 2 0 RC822 RC808 RC802 RC800PG RC800 RC804 RCC 813
Level Highly satisfied Satisfied Dissatisfied Total
Rate 20 27 3 50
Percentage 40% 54% 6% 100%
Chart: 4.5 Interpretation Out of 50 customers 20 are highly satisfied.4.5 Satisfaction with the product
Table: 4. 27 are quite satisfied and 3 are dissatisfied with the products of KMML
6 Terms of purchase Cash Through the bank Credit Total Responses 18 6 26 50 Percentage 36% 12% 52% 100%
0 cash credit through the bank
Interpretation Out of 50 customers 18 customers buy the products of KMML rendering direct cash 26 does it by credit and rest 6 buy through bank dealings
.6 General terms of purchase
Interpretation Out of 50 customers 9 companies buys products twice in a month 39 companies buy only once in a month and 2 companies buy more than twice in a month.
How often Twice in month Once in month More than twice Total
Responses 9 39 2 50
Percentage 18% 78% 4% 100%
45 40 35 30 25 20 15 10 5 0 once in month twice in month more than twice
Chart: 4.7 How often do you buy products
Interpretation Out of 50 customers 4 companies consumes between 50 – 1000 kg at a time. 15 customers consumes 1ton to 100 ton at a time. 28 customers consumes 100 to 1000 tons at a time and 3 customers consume 1000 or above at a time.4.8 Quantity bought by a consumer at a time
.8 Tonnes brought 50ton to 1000kg 1ton to 100ton 100ton to 1000ton 1000 and above Total Responses 4 15 28 3 50 Percentage 8% 30% 56% 6% 100%
0 50-1000kg 1 ton-100ton 100to1000ton 1000 above
Rate Satisfied Highly satisfied Highly dissatisfied Dissatisfied Total
Responses 38 5 2 5 50
Percentage 76% 10% 4% 10% 100%
40 35 30 25 20 15 10 5 0 satisfied highly satisfied highly dissatisfied dissatisfied
Interpretation 38 customers out of 50 are satisfied with the delivery of the product and 5 are highly satisfied and 2 are highly dissatisfied and 5 are dissatisfied with the delivery of the products.
.4.9 How do you feel delivery of product
Rate Satisfied Highly satisfied Highly dissatisfied Dissatisfied Total
Responses 31 15 3 1 50
Percentage 62% 30% 6% 2% 100%
35 30 25 20 15 10 5 0 satisfied highly satisfied highly dissatisfied dissatisfied
Interpretation 31 customers out of 50 are satisfied with the availability of the product and 15 are highly satisfied and 3 are highly dissatisfied and 1 is dissatisfied with the availability of the products.
Are you satisfied with the availability of product
Ratings Yes No Total
Responses 15 35 50
Percentage 30% 70% 100%
40 35 30 25 20 15 10 5 0 known customer21 unknown customer Series 1 if so improvement yes no improvement no
Ratings Yes No Total
Responses 21 29 50
Percentage 42% 58% 100%
4.1 If so is there any improvement after the certification
Awareness about the ISO 9001 certification
Interpretation 42% customers are aware of the ISO certification and 68 are not aware and out of 42% customer 30% say that there is an improvement after certification and others say no improvement.
Rating of factors affecting the buying behaviour
Table: 4.4.12 45
strongly Nature economic developments supply conditions political developments regulatory changes agree 30 21 39 19 agree 6 11 5 8 neutral 5 7 2 13 disagree 4 8 5 7
strongly disagree 5 2
competitive developments culture and customs objectives and policies of org organization structure characteristics and feelings of buyer
45 40 35 30 25 20
26 17 38 31
10 6 8 1
8 19 2 11
4 4 2 5
agree 15 10 5 0 strongly agree neutral disagree strongly disagree
Conclusion Scope for further research
Being a nearly monopolistic player in India KMML may go to complacency towards the dynamic business buyer‟s psyche.5.1 Summary
The buyers of KMML constitute from various parts of the country as well as from outside the nation. This is the company which provides world class product and services.2 Findings
Stockiest are happy with the credit system which is prevailing Top players in the paint industry enjoys more benefit Moreover almost all the customers of the company are satisfied with the policies Stockiest are satisfied with the delivery and also the availability of the products Kmml has a high reputation among the stockiest The marketing techniques used for promotion of products is highly effective Overall the stockiest are happy with the dealings of the company
. In the current situation of global slowdown and dynamic changes the buyer‟s psychology also changes in the buyer‟s behavior. One of the most important positive parts from the side of this company is that of the payment system. And certain discount terms are included for the promotion of the customers which include a customer which buys more than 500 tones will get each reduction of 7000 on each kg and it will be credited on the customer‟s bank account on the next month first. which can prove dangerous to the company‟s current position and can lead to competitive advances from the foreign competitors. The factors that mainly affect the buyers are the socio political changes as well as the competitive changes. Thus the geographical influences that the each buyer faces are quite different.
5. A bulk customer is given a credit based payment to the company (45 days free of interest base).
This satisfaction can be concluded by the response of stockiest in the questionnaires. delivery of goods in the present condition The communication should be made strong in order to maintain the stockiest with the company Stockiest should give promotional activities other than credit and reduction Products awareness should be given to the local players also
5. The higher demand in global market attracts various firms to enter into the Titanium Dioxide manufacturing.5 Scope for further research
As the behavior of stockiest varies according to the socio economical and political changes there is a wide scope for further study.3 Suggestions
Company should go for more advertisement for their products Company should promote local players and should give them special concern Should maintain the quality.
5.5. there is a scope to analyze how the political changes affects the business buying behavior as well as a study can be done on how the social changes can affect the buyer
. packaging. Day by day KMML is improving his reputation in the market.4 Conclusion
The company offers best services to the stockiest as well as the customers in all fields. KMML continues to occupy an important place among the public sector undertaking in the country. Most of the stockiest and customers are satisfied by the services and facilities offered by KMML. In short the customer promotion method as well as the handling of each dealer will make the company to progress a lot and surely it will the most important player in the world.
wikipedia. Kothri C R “research methodology” (2nd revised edition 2007).asp
.. S Namakumari “marketing management”. Kotler Philip “marketing management”.slideshare.S. New Delhi 3.net/mehmetcihangir/business-markets-and-business-buyer-behaviorpresentation http://tutor2u.184-192) 2. 2004.3rd edition.net/business/marketing/buying_introduction. New age international publishers-New Delhi -110 022 (pp 955-112. Macmillan India Ltd.kmml. Ramaswamy V. Prentice hall of India P ltd.org/wiki/Marketing#Buying_behaviour http://www.
www. eleventh edition: New Delhi.BIBLIOGRAPHY BOOKS
1) Please write the name and nature of your organization a) Co-operative b) public c) private d) partnership
2) For how many years the materials is sourced from KMML by your company?
a) Below 5 years
b) 5 to 10 years
c) above 10 years
3) Which customer category you belong to? a) Major customer b) stockiest 4) Which grades of Tio2 is mostly purchased by you? a) RC822 b) RC808 c) RC802 RC800 f) RC804 g) RCC 813
c) other category
5) Are you satisfied with the pricing policy followed by KMML a) Highly satisfied b) satisfied c) dissatisfied 6) What is your general terms of purchasing a) Cash b) through bank 7) How often do you buy the products a) Twice in month b) once in month 8) How much quantity you buy at a time a) 50-1000 kg b) 1-100 tones above 9) How do you feel about delivery of product a) Highly satisfied b) satisfied dissatisfied
d) highly dissatisfied
c) more than twice
10) How do you feel about availability of product b) Highly satisfied b) satisfied c) dissatisfied d) highly dissatisfied 11) Are you aware of ISO-9OO1-9OO2 certificate of KMML a) Yes b) No a) If so is there any improvement in KMML products after getting ISO certificate a) Yes b) No
Rate the following questions based on the given points 1234Strongly agree Agree Neutral Disagree
Strongly disagree 12) The Economic developments highly influences the buying behavior
13) The supply conditions play a leading role in buying behavior
14) The political developments affect the buying behavior
15) The regulatory changes influences the buying behavior
16) The competitive developments changes the buying pattern
17) The culture and customs of the countries affect the buying behavior
18) The objectives and policies of the organization play an intrinsic part in buying behavior
19) An organizations structure is one of the most important factor which influences the buying behavior 20) Characteristics and feelings of the buyer affects the buying