21 A STUDY ON MARKET SURVEY ON THE BRAND EQUITY OF PONDICHERRY CO OPERATIVE SPINNING MILLS LTD.

8/7/2019 21 A STUDY ON MARKET SURVEY ON THE BRAND EQUITY OF PONDICHERRY CO OPERATIVE SPINNING MILLS LTD.

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ACKNOWLEDGEMENT

First and foremost, I thank the God for his substantial blessing and mercy at all stages

in the completion of the project.

I take this opportunity to express my deep sense of gratitude to SHRI N.KESAVAN,

Founder Chairman, SHRI M.DHANASEKARAN, Managing Director and SHRI

S.V.SUGUMARAN, Vice-Chairman of our college for their good wishes for this project.

I express my immense gratitude to our Principal

DR. V.S.K.VENKATACHALAPATHY for his support and encouragement for thecompletion of my project.

I extend the immense gratitude to the Head of the Department MR. S.JAYAKUMAR

for his motivation, inspiration, and encouragement for the completion for my project.

The valuable and unflinching requital support in this Endeavor

MR. D.SARAVANAN my internal guide, Department of Management Studies whose

assistance was immeasurable to the completion of this project.

I am sincerely thankful to MR.G.RAJA MOHAN, Factory Managing Director, The

Pondicherry Co-Operative Spinning Mill Ltd, Puducherry, for his help and support

throughout the completion of my project.

I would also like to thank all the staff of the organization for helping me directly and

indirectly to conclude this work. Last, but not the least, my heart felt gratitude to my

parents, relatives and my friends for their constant encouragement, support, help and

valuable advice to make this project a success.


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ABSTRACT

Brand equity is an asset to any company. It provides competitive advantage to the

company in the from of better bargaining power with the channel member ability to price

higher then the competitors products and also enables the company to leverage from its brand

name through brand extension decision hence a brand with a strong brand equity will ensure

brand loyalty among consumers and increased revenue earning capacity for the company.

The project aim to study the brand equity enjoyed by spin co in a globalizes economy

where competition is growing steadily this study will help the company determine its brand

power among the consumers so as to leverage on its brand equity and take necessary

corrective actions.

The study revealed that spin co enjoys a monopoly status in the department while on

the other hand unbranded furnishing also sance to have some preference tendency is high

among spin co consumers there by equity also the brand switching tendency is considers abler

but this is due to the variety seeking buyer behaviors involved in the product category.


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LIST OF TABLE


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LIST OF CHARTS

S.no NAME OF THE TABLE Page No

1 Table showing respondents gender 16

2 Table showing of the Respondents occupation 17

3 Table showing favorite brand 18

4 Table showing how long consume 19

5 Table showing respondents know the brand 20

6 Table Based on selecting the brand 21

7 Table showing recent period purchase 22

8 Table showing satisfied the quality 23

9 Table based on channel purchase 24

10 Table showing reason for using brand 25

11 Table showing based on opinion price 26

12 Table showing based on strong brand image 27

13 Table showing based on discount provide 28

14 Table showing based switch over to other brand 29

15 The table based on if yes means 30

16 Table showing Suggest buy this brand 31

17 Table based on comments on quality 32

18 Weighted average method 33

19 Correlation 34

S.no NAME OF THE CHART Page No

1 Respondents of gender 16

2 Occupation 17

3 Based on favorite brand 18

4 How long consume 19

5 How did know the brand 20

6 Based on selecting the brand 21

7 Recent period purchase 22

8 Satisfied the quality 23

9 Based on channel purchase 24

10 Reason for using brand 25

11 Based on opinion price 26

12 Strong brand image 27

13 Based on discount provide 28

14 Switch over to other brand 29

15 If yes means 30

16 Suggest buy this brand 31

17 Based on comments on quality 32


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CHAPTER-I

1.1 INTRODUCTION

PROFILE OF THE ORGANISATION GROWTH OF

TEXTILE INDUSTRY

The birth of cotton textile industry can be traced back to the year 1818, When for the

first time a mill was started in Calcutta. But its real foundation was laid in Bombay with a

mill set up in 1853 under PARSI Management. Early years marked a rapid progress and

number of cotton mil1s increased up In Ahemedabad, Sholapur and Nagpur. In 1951 the total

number of mills in this Industry was only 378 of which 103 where spinning and 275 were

composite Mills.

The number of cotton textile mill increased to 1051 in 1990; of this 770Were spinning

mills .and 281 composite mills. The total investment in the fixed assets is 1300 crores. It

contributes for about 25% of total exports. In pondicherry, the first spinning mill which

started its operation be Desbarsyns de Richement', Governor of French rule at that time in

1827 on the western style. In 1828 Blin and Delbruck are businessmen of France have stared

another spinning mill in PondiCherry with a production capacity ofabout700 Kg per day, and

provided employment for 225 workers. Thus the organized mill sector provides employment

to more than one million people in the country and about l/5th of the total employed in

manufacturing industry. Its contribution of government revenue and to export earnings is

substantial.

1.1.2 HISTORY OF THE MILL

The pondicherry Co-operative Spinning Mills was registered as cooperative Society

under the pondicherry co-operative societies Act 1972 during the year 1979. This spinning

mill is the first type of its kind in its venture in the union territory of Pondicherry. The society

has been registered on 28-12-1979, the actual functioning commenced in the year 1984. The

factory is situated 22 Kms away from pondicherry in the National Highways 45-A, between

Pondicherry and Villupuram in the Village Thirubuvanai.


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The foundation stone for the Mill was laid on 10.08.1981 by the then Chief Minister

of Pondicherry and the factory was inaugurated by the then his. Excellency T.P. Twari, Lt.

Governor of Pondicherry on 16.11.1984. The trial production was made on 12.2.1984 and the

Commercial production was started on 19.3.84. The mills Spindale was 25080 only. The Mill

has achieved its full spinning capacity in the year 1987.

1.1.3 MEMBERSHIP

The Mill was started with 138. Members with a share capital of Rs.79, 9001- at the

beginning and at Present there are 815 members with a share capital of

Rs .689.31lakhs comprising as the following.

Particular Membership Share Capital (in lakhs)

"A" Handloom weavers co-op

Societies14 4.45

.

"B" Other Co-operative

Societies 69 3.72

"C" Individuals 731 6.64

"D" Government of Pondicherry 1 674.50

815 689.31

1.1.4 AWARDS COMPLEMENTED BY THE AIFCOSPIN

Among all the co-operatives in India, the Pondicherry Co-operative Spinning Mills

has been identified as No.1 Mill for its profitability, Machine productivity, Net profit and

Labour productivity. The Position placed by the Mill from 1987-88 to 1990-91 is detailed

below:

AIFCOSPIN - All India Federation for Co-operative Spinning Mill- Bombay,

It has awarded many awards. The position placed by the mill from 1987-88 to 90-91

Year Selection Criteria Position


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1987-88 Spindle Profit I

1988-89 Spindle Profit . I


. Machine Productivity IIProductivity per Spindle Shift III


Cash gain per spindle II

Machine Productivity II

Labour Productivity III

1.1.5 EXPANSION PROGRAMME

The licensed capacity of the Mill is 39, 192-spindle unit. The installed capacity is

35,160 spindles with an average count of 40's to 6s. By the year2001, the remaining capacity

of 4,032 spindles will be erected.

1.1.6 PROCESS OF MANUFACTURING

The Pondicherry co-operative spinning mills ltd. is processing with its Licensed

capacity

SPINNING

The process of spinning starts with ginning. Ginning is process by which Seeds are

removed from the raw cotton. In this mill, the ginned cotton is directly purchased and so that

the ginning is not carried on and the remaining .Process is followed as usual.

MIXING AND BLOW ROOM

Raw cotton is received at the mill in highly compressed bales. Bales of different

varieties are opened at time and layer of cotton from each bale is fed alternatively, into the

machine with a view to obtain uniform blend. It is cleaned in blow room line.

CARDING


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The blow room lap is fed into carding machine. The cotton is subject to the action of

sharp wire points of licker cylinder, doffer and flatter resulting in 'the further removal of neps

and waste. After processing in, comes out in the cane.

DRAWING

On the drawing frame, a uniform sliver lab is produced- by 6 to 8 card sliver and

drafting them proportionately. Here parallelization of fibers is achieved and this process is

repeated twice for carded yam and the sliver lab is then fed to the speed frame.

SPEED FRAMES

This term' Speed frames' is used to designate a group of machines in which cotton in

the form of drawing sliver is reduced to a much smaller size by drafting and a slight twist.

RING FRAMES

The final yam is spun on ring frames by drafting and twisting the rove from the speed

frames. The drafts and twist .varies depending on the count and quality of yam required.

DOUBLING

Generally two yam threads are sending parallel on single cone on a doublers winding

machine. Thereafter such yam is twisted together on a ring doubling machine to form a

double yam.

1.1.7 BUSINESS

The mill shall purchase the cotton required by spinning.

The mill shall produce such kinds of cotton yarn and staple fiber yarn as are required

by the weaving units, by the weavers in union territory of pondicherry and by others.

The yam required by the pondicherry state weavers co-operative societies and other

primary weavers co-operative societies shall ordinarily be supplied by the mills.

The Board of director may appoint necessary agent brokers etc on such terms and may

be agreed upon for canvassing order.


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1.1.8 FUNCTION OF THE MILL

The Pondicherry co-operative spinning mill is running with 3shifts. The production

process is non stop. The first shift timing is from 7 00A.M. to 3.30 P.M., The second shift is

from 3.30 P.M .to 12.00MID NIGHT .And the third shift is from 12 MID NIGHT to 7.00

A.M. with a half -an- hour break for workers but not for production .Nearly 630 workers are

working in the mill.

1.1.9 MANAGEMENT

Pondicherry co-operative spinning mills ltd is governed by laws its is

managed by an Administrator, who is is I.A.S.officer and he is appointed by the Governmentof Pondicherry.


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ORGANISZTION CHART

ADMINSTRATOR

Managing Director

Administration

& Finance

Production

Wing

Labour

Officer

Admn. Manager Controller of

Accounts

Asst. Spinning

Master (Maint)

Asst Spinning

Master. (Qlty. cntrl)

Elec. Engineer

Clerks Clerks Supervisor for

Prodn &

Maintenance

Quality Control

wing

Engineering

wing

Masteries &

Workers

ORGANISATION STRUCTURE

The organizational functions of the mill is divided into five namely,

Production wing

Quality control wing

Engineering wing

Maintenance wing

Accounts and finance wing.

Administration wing


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PRODUCTION WING

The major activity concerned in the mill is production of yarn from raw Cotton. In this

mill, the machineries and materials are equipped to produce yarn from the count range 305 to

1005. The Asst. Spinning Master (Maintenance & production) is in charge for the production

wing. The supervisors in the production will look after the process of production in different

stages.

6 staffs and 540 workers are working in production wing.

QUALITY CONTROL WING

The main responsibility of this wing is to check the quality of yam and quality of raw

materials. Asst. Spinning Master (Quality Control) is in charge for this wing. All the

incoming raw materials and outgoing yam are checked in quality point of view. In this wing,

nearly 10 staffs are working.

ENGINEERING WING

This wing takes care of all electrical equipments and fittings in the organization. Italso takes all preventive measures. An Electrical Engineer heads this wing. A group of 21

workers are worked in this department under the control of the Electrical Engineer

MAINTENANCE WING

This wing is functioning under the head of Asst. Spinning Master (maintenance). This

wing is taking care of maintenance of all machineries in the mills. This will take measures to

maintain the machinery in good working condition. One staff and 68 workers are functioning

in this wing.

ACCOUNTS AND FINANCE WING


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The finance and accounts wing is playing an important role in this organization. This

wing maintains a systematic record of the daily events of business. It also maintains records

of all financial transactions to find out the profit or loss during the year, and to know the

correct financial status of the mill. All payments and receipts are taken care by this wing. The

controller of accounts heads this department and three staffs are working in this department

1.1.10 ADMINISTARATION WING

Administrative manager is in charge for administrative wing. This department carries

on purchases, sales stores and other administrative functions 31 staff are working in the wing

All the department (wings)are under the direct control and supervision of the Managing

director .the administrative manager and concerned department head shall be consulted by the

Managing director in all matters , where ever and when ever deemed necessary and their

comment shall be consider while framing a policy decision.


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CHAPTER-II

REVIEW OF LITERATURE

Brand equity

Brand is a name or symbol used to identified the source of a product when developing

a new product. Branding is on important decision .the brand can add significant value when its

well recognized and as positive association in the mind of the consumer this concept is

referred to as brand equity

Brand

According to American marketing association a brand is defined as the use of name

term symbol or design, or some combination of these to identify the product of a certain seller

from those of competitors a brand identifies the product from buyers. A seller can earn the

goodwill and have the patronage repeated.

Branding is the management process by which a product is branded it covers activities

such as giving a brand name to a product, designing a brand mark and establishing and

popularizing it. Brand makes it easy for consumer to identify products or services. It is a

powerful instrument of demand creation and retention

Brand loyalty

It is the act of selective repeat purchasing of a brand. Once a consumer has developed

a brand loyalty, it is hard to change his attitude towards that brand

Brand switching

Brand switching can be defined as the changing of consumer preference and use from

one brand to another brand of a product quality, price ect.

Brand equity

Brand equity is an asset. Brand equity refer tot the power of brand in the market place.

A powerful brand has high brand equity and customers will stick to that brand. A weak brand

has less brand equity and customer major contributor to customer equity. The proper focus of


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marketing planning is to extend customer life time value, with brand management serving as a

major marketing tool.

Strength of brand equity to a company

Strong brand equity offers the following advantages to accompany.

The company will have more trade leverage in bargaining with distributors and

retailers and because customers except them to carry the brand.

The company cans a charge a higher price than its competitors because the brand

carries high perceived quality.

The company cans more easily launch extensions because the brand name carries

high credibility.

The brand offers the company some defense against price competition.


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CHAPTER-III

OBJECTIVE OF THE STUDY

Primary objective

The main objective of the study is to determine the brand equity of pondicherry co-

operative spinning mills ltd.

Secondary objectives

In order to study the above primary objective the following secondary objective have been

proposed

To find out customer preference about spin co

To study awareness of brand switch

To study factor influencing brand power of spin co

To determine the most important factor which influencing purchasing decision

To offer suggestion to the spin co & to improve its activities


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CHAPTER -IV

RESEARCH METHODOLOGY

4.1 RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis data in

a manner that aims to combine relevance to the researcher purpose with economy in

procedure.

It constitutes the blueprint for the collection, measurement and analysis of data. As

such the design includes an outline of what the researcher will do form writing the hypothesis

and its operational implication to the final analysis of data.

More explicitly, the design decisions happen to be in respect of;

What is the study about?

Why is the study being made?

Where will the study be carried out?

What type of data is required?

Where can the data are found?

What periods of time will the study include?

What will be the sample design?

How will the data be analyzed?

In what style will the report be prepared?

What techniques of data collection will be used?

The Research Design undertaken for the study is Descriptive one. A study, which wants

to portray the characteristics of a group or individuals or situation, is known as Descriptive

study. It is mostly qualitative in nature.


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4.2 TYPES OF DATA COLLECTED

Primary Data

Questionnaires are prepared and telephone, personal interview was conducted.

Most of the questions are consist of multiple choices. The structured interview method was

undertaken. The interview was conducted in English as well as in Tamil. Proper care was

taken to frame the interview schedule in such a manner it should be easily understood in view

of educational level of the customer & agent. Generally 50 questions are prepared and asked

to the customer and agent

Secondary Data

Secondary data was collected from Internets, various books, Journals, and

Company Records.

4.3 QUESTIONNAIRE CONSTRUCTION

Questionnaires were constructed based on the following types

Open ended questions

Close ended questions

Multiple choice questions

4.5 DEFINING THE POPULATIONS

The Population or Universe can be Finite or infinite. The population is said to be finite

if it consist of a fixed number of elements so that it is possible to enumerate it in its totality.

So In this projects consist of finite population.

4.6 SAMPLING PLAN

A sampling plan is a definite design for obtaining a sample from the sampling frame.

It refers to the technique or the procedure the researcher would adopt in selecting some


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sampling units from which inferences about the population is drawn. Sampling design is

determined before any data are collected.

Convenient Sampling technique was adopted. In this method the researcher select

those units of the population in the sample, which appear convenient to him or themanagement of the organization where he is conducting research.

4.7 DESCRIPTION OF STATISTICAL TOOLS USED

Percentage method

Chi-square test

Correlation and

Weighted average method.

PERCENTAGE METHOD

In this project Percentage method test was used. The percentage method is used to

know the accurate percentages of the data we took, it is easy to graph out through the

percentages. The following are the formula

No of RespondentPercentage of Respondent = x 100

Total no. of Respondents

From the above formula, we can get percentages of the data given by the respondents.

CHI-SQUARE ANALYSIS

In this project chi-square test was used. This is an analysis of technique which

analyzed the stated data in the project. It analysis the assumed data and calculated in the

study. The Chi-square test is an important test amongst the several tests of significant

developed by statistical. Chi-square, symbolically written as x2 (Pronounce as Ki-Spare), is a

statistical measure used in the context of sampling analysis for comparing a variance to a

theoretical variance.

Formula

(O-E)2

2 =

E


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O = Observed frequency

E = Expected frequency

4.8 WEIGHTED AVERAGE METHOD

Weighted average can be defined as an average whose component items are multiplied

by certain values (weights) and the aggregate of the products are divided by the total

of weights.

One of the limitations of simple arithmetic mean is that it gives equal importance to

all the items of the distribution.

In certain cases relative importance of all the items in the distribution is not the same.

Where the importance of the items varies.

It is essential to allocate weight applied but may vary in different cases. Thus weightage is

a number standing for the relative importance of the


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CHAPTER-V

DATA ANALYSIS & INTERPRETATION

TABLE NO 5.1

Respondents based on the sex

The data collected is tabulated and analyzed as follows

Sources:- Primary data

Inference:

Out of the total 50 respondents surveyed 86%of the respondents (a maximum) had

male 14% of the respondents had female

CHART NO: 5.1

sex

se x

femalemale

Frequency

50

40

30

20

10

0

particulars Frequency Percentage

Male 43 86.0

Female 7 14.0

Total 50 100.0


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TABLE NO: 5.2

Respondents based on occupation


Inference:

Play on important role in influencing the buyers characteristics on brand out of the

50 respondents 80%of the total customer. 20% of the agent.

CHART NO: 5. 2

occuption

occuption

agentcustomerFrequenc

y

50

40

30

20

10

0


Customer 40 80.0

Agent 10 20.0

Total 50 100.0


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TABLE NO: 5. 3

Respondents based on favorite brand


Spin co 27 54.0

Aft 15 30.0

Others 8 16.0

Total 50 100.0


Inference:

Favorite brand is the important factor which influence the consumer purchase

decision process 54% of the respondents brand choice has been spin co brand 30% of the

respondents brand choice has been AFT brand 16% of the respondents brand choice has been

others.

CHART NO: 5.3

whate is your favorite brand

whate is your favorite brand

othersAFTspincoFrequency

30

20

10

0


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TABLE NO: 5.4

Respondents based on how long consume


5-yr 10 20.0

5-10yr 22 44.0

10-15yr 14 28.0

15-20 4 8.0

Total 50 100.0


Inference:

Out of the total 50 respondents surveyed 44% of the respondents (a maximum)

Had purchased 5-10 yr 28% of the respondents had purchase 10-15yr.

CHART NO : 5.4

how long do you consume this brand for business purpos

how long do you consume this brand for business purpose

15-2010-15yr5-10yr5-yrFrequency

30

20

10

0


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TABLE NO: 5.5

Respondents based on how did know the brand


Print media 12 24.0

Visual media 12 24.0

Friends 8 16.0

Agent 16 32.0

Other 2 4.0

Total 50 100.0


Inference:

Most of the respondents may know the brand for agent 32% 24% of the respondents

may know print &visual media

CHART NO: 5. 5

how did you come to know about the brand

how did you come to know about the bran d

otheragentfriendsvisual mediaprimt mediaFrequency

20

10

0


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TABLE NO: 5.6

Respondents based on selecting the brand


Inference:

Most of the respondents selecting the brand 44% belong to the quality & price 10% of

the respondents belong to the brand name

CHART NO: 5. 6

in what basis you are selecting the brand

in what basis you are selecting the brand

brand namepricequalityFrequen

cy

30

20

10

0


Quality 22 44.0

Price 22 44.0

Brand name 5 10.0

Total 50 100.0


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TABLE NO: 5.7

Respondents based on recent period purchase


Inference:The above table infers that 52% belong to the spin co brand, 38% belong to the AFT

brand, 10% belong to the others.

CHART NO: 5.7

in recent period which brandyou hane purchase

in recent period which brandyou hane purchase

othersAFTspincoFrequency

30

20

10

0


Spin co 26 52.0

Aft 19 38.0

Others 5 10.0

Total 50 100.0


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TABLE NO: 5.8

Respondents based on satisfied the quality


Inference:

42% of the customers are highly satisfied,40 of the customers are satisfied & other

18% of customers are neutral.

CHART NO: 5.8

are you satisfied with the quality of the brand

are you satisfied with the quality of the brand

neutralsatisfiedhighly satisfiedFrequency

30

20

10

0


Highly satisfied 21 42.0

Satisfied 20 40.0

Neutral 9 18.0

Total 50 100.0


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TABLE NO: 5.9

Respondents based on channel of purchase


Inference:

The above table infer that 54% of purchase directly from the company, 46% of

purchase from the agent.

CHART NO: 5.9


Directly From The Company

27 54.0

From The Agent

23 46.0

Total

50 100.0


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channal of purchase

channal of purchase

11

3

from the agent

directly from the co

Frequency

30

20

10

0

TABLE NO: 5.10

Respondents based on reason for using brand


Quick sales 18 36.0

Cost benefit 29 58.0

Traditional purchasing 3 6.0

Total 50 100.0


Inference:

The above table infers that 36%of quick sales, 58%of cost benefit, & 6% of traditional

purchase.

CHART NO: 5.10


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please specify the reason for using this brand

please specify the reason for using this brand

4traditional oa purchcost benefitquick sales

Frequency

30

20

10

0

TABLE NO: 5.11

Respondents based on opinion on price


Inference:


Very high 11 22.0

High 16 32.0

Normal 20 40.0

Low 3 6.0

Total 50 100.0


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The most respondents may opinion on price 40% normal, 32%respondents high,

22%have very high

CHART NO: 5.11

your opinion on availability of spinco brand in the market

your opinion on availability of spinco brand in the market

neutralsatisfiedhighly satisfiedFrequency

40

30

20

10

0

TABLE NO: 5.12

Respondents based on strong brand image


Yes 28 56.0

No 22 44.0

Total 50 100.0



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Inference:

From above table shows that frequency of strong brand image is 56% of yes and 44%

of no.

CHART NO: 5.12

whether spinco is having a strong brand image

whether spinco is having a strong brand image

3noyesFrequency

30

20

10

0

TABLE NO: 5.13

Respondents based on discount provide


Inference:


Highly satisfied 17 34.0

Satisfied 24 48.0

Neutral 9 18.0

Total 50 100.0


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Inference:The above table infers that 62% of the respondents belong to the No, 38%of the

belong to the yes.

CHART NO: 5.14

do you like to switch over from this brand to other brand

do you like to switch over from this brand to othe r brand

noyesFrequency

40

30

20

10

0

TABLE NO: 5.15

Respondents based on if yes


Quality 5 10.0

Price 11 22.0

Credit 7 14.0

Customer satisfaction 1 2.0

Other 26 52.0

Total 50 100.0



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Inference:

The above table infers 52% of the others, price will be more 22%,credit belong to the

14%

CHART NO: 5.15

if yes means

if yes means

other

customer satifaction

credit

price

quality

Frequency

30

20

10

0

TABLE NO: 5.16

Respondents based on suggest buy this brand


Yes 20 40.0

No 11 22.0

Some time 19 38.0

Total 50 100.0


Inference:


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The above table infers that 40% belong to the Yes, 38% belongs to the some time

22% belong to the No

CHART NO: 5.16

do you suggeust your friend and relatives to buy this bra

do you suggeust your friend and relatives to buy this brand

some timenoyesFrequency

30

20

10

0

TABLE NO: 5.17

Respondents based on comments on quality


Superior then competitor 18 36.0

Equal to competitor 27 54.0

Inferior to competitor 5 10.0

Total 50 100.0


Inference:


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Out of the total 50 respondents surveyed 54% of the respondents (a maximum) had

comments of equal to competitor,36% of the respondents had superior than competitor 10%

of the respondents belong to inferior to competitor.

CHART NO: 5.17

give me your comments on the quality of spinco brand

give me your comments on the quality of spinco brand

inferior to competitequal to c ompetitorsuperior then competFrequency

30

20

10

0

5.18 WEIGHTED AVEAGE METHOD

The Respondents are asked about some factors Listed below in the organization

Factors H.S S N TotalSatisfied the quality 15 23 12 50

Viability 10 26 14 50

Discount provide 11 29 10 50

Point Weight age 3 2 1

Factors H.S S N Total Average Rank

Satisfied the quality 45 46 12 103 2.06 1

Availability 30 52 14 96 1.92 3

Discount provide 33 56 10 99 1.98 2


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Inference:-

The Value obtained is in positive where it inters that a change in one variable was on

opposite change in another variable from the correlation analyses it is interred that when the

customers understand about their then they adopt to the organization

5.19 CORRELATION

Satisfied with

Discount provide

by the spin coX

Opinion on the

price of spin coY

X2 Y2 XY

11 10 121 100 110

29 26 841 676 754

10 14 100 196 140

x = 50 y = 50 x2 = 1062 y2 = 972 xy = 1004

r = (xy x N) (x xy)

x2x N (x2) y2x N (y)2


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= (1004 x 3) (50 x 50)

1062 x3 (50)2 972x 3 (50)2

= 3012 2500

3186 2500 2916 2500

= 512 = 512

686x 416 235,376

= 512 = + 0.95534

CHAPTER VI

FINDINGS OF THE STUDY

surveyed 86%of the respondent (a maximum) had male

80%of the total customer. 20% of the agent

54% of the respondents brand choice has been spin co brand

surveyed 44% of the respondents (a maximum)

Had purchased 5-10 yr

Most of the respondents may know the brand for agent 32%

The respondents selecting the brand 44% belong to the quality & price 10% of the

respondents


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The above table infers that 52% belong to the spin co brand, 38% belong to the AFT

satisfied

The above table infer that 54% of purchase directly from the company

The above table infers that 36%of quick sales, 58%of cost benefit

The most respondents may opinion on price 40% normal, 32%respondents high

From above table shows that frequency of strong brand image is 56% of yes and 44% of

no

The total number of respondents 50, discount provide they satisfied 48%

The above table infers that 62% of the respondents belong to the No, 38%of the belong to

the yes.

The above table infers 52% of the others, price will be more 22%,credit belong to the 14%

The above table infers that 40% belong to the Yes, 38% belongs to the some time

22% belong to the No

CHAPTER VII

CONCLUSION & SUGGESTION

From this study we found that most of the customer and agent prefer from cone yarn

product because it provides quickly finished product.

Only some of the agent are well-known with the cone yarn product and other customer

does not have even the basic awareness about the hank product also those agent who

are having the hank product because it gives very slow of finished product while

comparing to cone yarn product


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Consumer will switch for the reasons for increase in their purchase ability or income,

discounts offered by competitive companies

Thus the product shows variety seeking buying behaviors among the consumer and

hence the brand switching attitude in high. This is unavailable


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CHAPTER VIII

LIMITATION OF THE STUDY

Due to shortage of time we did not meet more respondents

As spinco is enjoys a high brand equity in the might bias the findings

most of the customer did not spend more time in the questionnaire so it might affect

the quality of the data collection

The study is based upon small population like 50 sample


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8. Channel of purchase?

a) Directly from the company

b) From the agent

9. Please specify the reason for using this brand?

a) Quick sales b) Cost benefit c) Traditional of purchasing availability

10. Your opinion on the price of Spinco product?

a) Very high b) High c) Normal d) Low e) Very low

11. Your opinion on availability of Spinco brand in the market?

a) Highly Satisfied

b) Satisfiedc) Neutral

d) Dissatisfied

e) Highly Dissatisfied

12. Whether Spin co is having a Strong Brand Image?

a) Yes b) No

13. Are you Satisfied with the discount provide by the Spinco?

a) Highly Satisfied

b) Satisfiedc) Neutral

d) Dissatisfied

e) Highly Dissatisfied

14. Do you like to switch over from this brand to other brand?

a) Yes b) No

a) If yes Means,

The Reason For to Switch Over

a) Quality b) Price c) Credit d) Customer Satisfaction e) Others

15. Do you suggest your friend and relatives to buy this brand?

a) Yes b) No c) Some time

16. Give me your comments on the quality of Spinco brand?

a) Superior then competitor

b) Equal to competitor

c) Inferior to competitor

17. Any suggestion on Spinco

_______________________________________________________________

________________________________________________________


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9.2 BIBILIOGRAPHY

BOOKS

1.Marketing ManagementPhilip Kotler [PRENTICE HALL OF INDIA PVT,LTD NEW

DELHI-110001,2003.] 11th EDITION

2. Research Methodology C.R.Kothari[NEW AGE

INTERNATIONAL(P)LIMITED,HYDERABAD]

2ND EDITION.

3. Marketing Dr N. Rajan and sanjith.R.Nair[SULTAN CHAND&SONS Daryaganj

New Delhi-110002,1987]6th EDITION.

4. Marketing ManagementS.A.Sherleker[PRENTICE HALL OF INDIA PVT,LTD NEW

DELHI-110001,2003.] 1

st

EDITION

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21 A STUDY ON MARKET SURVEY ON THE BRAND EQUITY OF PONDICHERRY CO OPERATIVE SPINNING MILLS LTD.

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