CONSUMER ATTITUDE TOWARDS BOROSIL GLASS WARE

with special reference to AMBIKA TRADERS, Shimoga

CONTENTS

Particulars

1 INTRODUCTION

Introduction

Statement of problem

Objective of study

Methodology

Scope of study

Limitations of study

2 CONSUMER PURCAHSE STRATEGY

3 COMPANY PROFILE

4 PRODUCT PROFILE

MARKETING MIX

CONSUMER PROFILE

5 SURVEY ANALYSIS

6 SUGGESTIONS & CONCLUSIONS

ANNEXURE

QUESTIONNAIRE

BIBLIOGRAPHY

CONSUMER ATTITUDE TOWARDS BOROSIL GLASS WARE

Chapter 1

INTRODUCTION

Introduction

Statement of problem

Objective of study

Methodology

Scope of study

Limitations of study

INTRODUCTION

Gone are the days where people were to use the mud vessels made

from soil, due to continuous change technology and taste and preferences

of people the vessels which were used in home were taking new and new

alloy we had studied in history about civilization where the people use

vessels of soil, metals especially iron. In recent common people used the

vessels of stainless steel, brass and copper.

Because due to lot of revolution and innovations were takes place

glass vessels are also taken its place in kitchen for cooking and serving

today the `A’ class people use the glassware because its costs high. There

are four types of glassware its

Carafe tea set, cup & Saucers

GLASSWARE

Cook & serve Bake and serve

Cooking vessels have mainly found in resent years that was made

by “BOROSILICATE” glass which won’t get any damage till 18000C so

it was used in kitchen though it was food grade quality.

Serving vessels have mainly well designed for purpose of serve the food

conveniently the bowls, trays, big spoons were come under it these are

made of common glass materials and not to be cooked because it will

brake by heat only.

Cooking Vessels Serving Vessels

Michelle Carafe - Tea set, cups & Saucers

Microwave Proof Carafe with Strainer- Piccolo

Nicole Carafe - Nostalgia

Flame Proof carafe - Tea set

Gourmet - Milk pot & sugar pot

Cook & Store - Salt & pepper set

Round Casserole - Accessories

Statement of problem:

Glassware being a low profile, low technology, consumer durables

has become more a necessity in Shimoga City due to changes, the

question is whether to buy or not to buy glassware does not arises here the

problem involves in choice regarding the brand of glassware to be

purchased and decision underlying there in like purchase bias, attributes

to be taken into account etc.

In the view of above factors, the study all consumer behaviour was

undertaken on the braded glass ware company `BOROSIL’. The problem

is stated as “A study on consumer attitude towards BOROSIL glassware”.

This study envisages to identify the factors, which influence consumer’s

buying behaviour with special reference taken fro the product Dealer

Ambika Traders.

Objective of study:

The main objectives of study on consumer attitude towards BOROSIL

glassware are :

to identify the influencing factors that are related to the demand and

buying behaviour motives and brand preference for BOROSIL in

Shimoga City.

to determine market share.

to study the socio-economic characteristic of consumers and the brands

selected by them.

to analyze customer satisfaction.

to study market potentiality

to identify post purchase feelings among consumers and find the

market share of BOROSIL.

to give suggestion to the manufacturers based on conclusion of study.

to project awareness level of existing brand.

Scope of study :

Though BOROSIL glassware are sold and used throughout world, the

scope is restricted to Shimoga City only.

This is intended to know about potential market for BOROSIL glassware

in Shimoga City, which influence consumer to buy particular brand.

Methodology:

To start the with it was decided to collect data directly from the

respondents who are users and no users of BOROSIL glass were in

Shimoga City. Accordingly questionnaire was prepared, data collected

and analysed to arrive at conclusions. The previous criteria adopted and

procedure followed have been discussed in following sections.

Sampling procedure:

As in evident in studies as this, it is not able to take into

consideration the entire population. Therefore, the sampling to be

restored to, However, the sample should be represent the cross structure

of the population.

Tools for data collections :

A non distinguished structural questionnaire was designed with

questions pertaining of attributes and semantic scales.

The questionnaire consisting of a section for personal identification

of data common for users and non users and 2 sepa––rates sections for

users and non users is designed.

Limitations:

This study is confined to Shimoga City only.

This study deals exclusively with domestic consumer survey. The

manufacturers and dealers are not considered.

Due to time constraints, the sample is limited to 50.

Chapter – 2

CONSUMERS PURCHASE STRATEGY

Back ground of the study

Consumer behaviour

Purchase strategy

Determents of consumer behaviour

Decision process

CONSUMERS PURCHASE STRATEGY

Back ground of the study:

Shimoga is one of fast growing city of Karnataka with number of

cities in small size concentrated and it includes villages also provide a

good economic scenario.

As such, consumer goods, evolution is sweeping the country, and

Shimoga having a large and modern society is no exception to it.

It is encourages in a country like this one, and before it actually

happened in last few years, most people would have considered it

improbable. The figures regarding the like in production of glassware

goods during the past 2 years are unbelievable.

Such growth rates have not been matched by any sector of the

economy, whether agriculture, basic industry or anything else, and tell the

clear story of the consumer finally making himself felt in market place.

While the economy grows less than 5% the annual growth in demand for

most consumer goods now varies between 10 to 20% of glassware some

time even more. The growth number has been matched by a growth in

range of goods on offer. The market also gained in sophistication and

variety. One can see the new consumer new in both the kinds of goods

being bought as well as the speed with wheels they are been acquired.

There have been great changes in lifestyles that underlies the explosion in

the market for consumer goods as in glassware.

Market demand for these commodities has therefore 2 components

a replacement demand for that part of the population which already owns

them and an original demand from the remaining proportion of the

population which does not own them as get. When a durable goods is

first introduced all demand for it is original demand when it has been

established for a long time all the demand is replacement demand.

Glassware is consumer durable product glassware is a same for

moving air to new trend, glassware are used in system for cooking,

serving and microware utensils and also used by industries and in

laboratories also because these BOROSIL glassware don’t get any

damage is any degree or any temperature.

Consumer behaviour :

New products are constantly been introduced into the economy and

consumer respond by buying those which fill a need or want often

reducing purchases of the older substitutes products in the process.

Regardless of how great may be in the

Increase in population

Consumer standard of living

Consumer saving rate

Consumer expenditure rate

“The one product demand is declining”

Vice a versa

“The another product demand is increasing”

Thus, the business executives desires answer to many questions :

1. What product or products is the customer buying?

2. What motivates the consumer actually to make purchase?

3. How does he approach the buying problem?

4. What information does he want before making a specific decision why

does the consumer select a given brand of product in preference of

another apparently of equal quality?

5. What does he patronize a given retail store in preference to any one of

several competitors? “and many others”.

According a great deal of effort is being made by marketing executives

about the consumer:

Who they are

Their purchasing Where they are located Habit

Attitudes Consumer Their incomestudy

Their Their needs Consumption Motivation and pattern

Desires

Its rapidly becoming :

“A truism that marketing being with the consumer and ends with

the consumer”.

Consumer “A consumer is an individual who purchase or has the

capacity to purchase, goods and services offered for sale by marketing

institutions in order to satisfy personnel or house hold needs, wants or

desires”.

Consumer behaviour : is the process where by individuals decide

whether, what, when, where, how and from whom to purchase goods and

services.

Purchase strategy :

When action as buyers, individuals have just are purpose that

purpose is the satisfaction of their desire by obtaining goods and services.

The problems associated with acquiring goods and services to sustain life

and so provide for some comforts face all consumers. Because the

solutions to these are metal to existence itself, they cannot be lift to

chance.

Consumer may make decision of purchase of products on certain

qualification.

Product - Brand, gurantee or warrantee, utility, price sales after

service etc.

Place – Nearby location, bigmalls, branded stores etc.

Time – On time available of goods and market is near by to

purchase or near the residence.

Manner of purchase – Cash, cheque, instalments, credit cards etc.

Determents of consumer behaviour :

It is not enough to know how the consumer acts in a market

situation, our primary interest is in why the consumer acts in a certain

manner.

The marketing manager is interested both the individuals internal

decision processes and the environmental influences on the individuals.

Therefore two broad types of consumer variables can be identified.

They are :

1. Variables that are internal to the individual.

2. Variables that are external to the individual.

The internal variables are called basic determinants because of their

important to the individuals decision process. The external variables are

called environmental determinants or influences.

Basic determinants :

The synthesis of basic determinants is a mental process. This

mental process is still not fully understood, but are so not know ho the

four determinants interact with one another’s. The totality of rates would

have no taste to the owner of a well in the desert, but the traveler dying of

thirst would be willing to pay dearly for a drink.

Environmental influence :

Consumers do not function in a vacuum. The individual is

continually influenced by his environment. There are 5 broad

determinants of consumer behaviours.

1. Family influences

2. Social influences

3. Business influences

4. Cultural influences and

5. Economic influences.

The basic determinants and environmental influences can be integrated

into a model of consumer behaviour purchase strategy is placed in center

of wheel because of its strategy importance in consumer behaviour.

The environmental factors are not controllable by the individual

consumer. The environmental exists a strong influence on individuals

who operates through his individual basic determents in actuality the

external environment cannot be separates from the individual.

Decision process :

Consumer behaviour is a dynamic decision process as the term

behaviour implies, the decision process begins when the consumer is

made aware of some deficiency in his assortment of goods. The

following figures shows a simplified schematic or process of consumer

activities when purchase goods and services.

CHAPTER – 3

COMPANY PROFILE

A BRIEF PROFILE OF BOROSIL GLASS WORKS LIMITED

BOROSIL Glass Work Limited was established in December 1962

in collaboration with coming glass works of U.S.A. to manufacture

borosilicate low expansion glass – a type of glass so special that it

requires melting temperatures as high as 16250C and a technology so

sophisticated that even today very few countries in the world possess it.

In December 1988, Corning divested its share holding to the Kheruka

group who have been a leading manufacturer of sheet glass in India since

1961.

Today, BOROSIL® manufactures extremely high quality Tubing,

Blown ware and Press ware using state of the art equipment. All

manufacturing processes of the glass manufacturing such as melting,

forming, shaping etc. are carried out in house, enabling built-in quality

checks at every stage. The spirit of growth and technical up gradation I a

continuous process making BOROSIL ® a world leader in specialty glass

with exports covering several countries in America, The British Isles,

Eastern Europe, Africa, Middle East and South Asia.

The ISO 9001:2000 certification is a proof of the high and

consistent standards of quality maintained by the company. BOROSIL®

glass has found use in over 2000 different products and applications, in

areas as diverse as Microbiology, Biotechnology, Photo Printing,

Laboratory ware, Solar Collectors, Process Systems, Lighting and

Consumer ware.

In the India laboratory ware segment, Borosil services the Research

and Development, Industrial, Healthcare and the Educational segments of

the market and almost all leading Research and QC laboratories,

Institutions, Industrial and Healthcare laboratories are using BOROSIL ®

brand products.

Gujarat Borosil Ltd (GBL) is the first and only manufacturer of solar

glass in India. It has established a 150 ton per day low iron patterned glass

furnace for the manufacture of high transmission glass used in the solar

industry. The manufacturing unit comprises top of the line European

equipment. Customers of this product include leading solar module

manufacturing companies worldwide. This plant is the first and only of its

kind in India, and has been developed specifically for the fast growing

solar industry.

BOROSIL: Market leader for laboratory glassware and microwavable

kitchenware in India.

Leading laboratory and microwavable glassware maker in India since

1962

flameproof kitchenware, glass tumblers, lantern chimneys, solar thermal

systems

At our facility in Gujarat Borosil:

• We have been using rain water harvesting since 2003.

• 48% of all the electricity we consume comes from wind energy.

• All our guesthouses and colonies are supplied by water that is heated

using our own Borosolar water heating systems.

• Our other energy efficient measures include advanced waste heat

recovery systems and solar lighting.

• We also have an in house 9 hole par 36 golf course, which is maintained

using the water from our rain water harvesting efforts. And all the

greenery around ensures that the temperature in our facility is on average

2 degrees lower than the temperature outside.

• We not only meet Indian pollution norms, but conform to the stringent

EU pollution norms.

BOARD OF DIRECTORS

B. L. Kheruka - Executive Chairman

P. K. Kheruka - Vice Chairman & Managing Director

A. C. Dalal (Resigned w.e.f. 21.02.2011)

S. Bagai

K. V. Krishnamurthy

U. K. Mukhopadhyay

Shreevar Kheruka - Wholetime Director

V. Ramaswami - Wholetime Director

Dinesh N. Vaswani (Additional Director w.e.f. 17.03.2011)

COMPANY SECRETARY

C. Baptista

REGISTERED OFFICE

Khanna Construction House, 44, Dr. R. G. Thadani Marg,

Worli, Mumbai - 400 018.

ZONAL SALES OFFICES

403/404, Kaliandas Udyog Bhavan Premises,

Near Century Bazar, Worli, Mumbai - 400 025.

Dabriwala House, 10C, Middleton Row,

Kolkata - 700 071.

1st Floor, New No. 20, Old No. 9, Brahadammal Road,

Nungambakkam, Chennai – 600 034.

9/90, Connaught Circus, Madras Hotel Block, New Delhi - 110 001.

AUDITORS

Chaturvedi & Shah

Chartered Accountant

FINANCIAL RESULTS

(Rupees in lacs)

Year ended 31.03.2011 Year ended

31.03.2010

Gross Sales (Including Excise Duty) 11,978 9,109

Other Income 3,131 186

Profit/(Loss) for the year before Interest,

Depreciation and Extra Ordinary Items 1,781 (52)

Less: Interest 235 514

Less: Depreciation 82 170

Less: Extra Ordinary Items (Net) 78,423 (1,870)

Profit/(Loss) for the year before tax 79,887 (2,606)

Less: Provision for Income Tax 15,954 -

Less: Deferred Tax (Credit) (386) (126)

Less: MAT Credit entitlement (462) -

Less: Provision / (Written back)

of Income Tax of earlier years 1 (1)

Profit/(Loss) for the year 64,780 (2,479)

Add: Amount Transferred from

Revaluation Reserve 2,393 -

Add: Balance as per last year (767) 1,342

Add: Amount Transferred from General Reserve - 370

Less: Amount Transferred to General Reserve 6,500 -

Amount available for Appropriation 59,906 (767)

Appropriations

Interim Dividend on Equity Shares 991 -

Tax on above Dividend 165 -

Final Dividend on Equity Shares 595 -

Tax on above 96 -

Balance carried to Balance Sheet 58,059 (767)

DIVIDEND

The Company has already paid an interim dividend of Rs. 25/- per share

amounting to Rs.991 lacs. The Board of Directors

now recommend a final dividend of Rs.15/- per share for the year ended

31st March, 2011, making it a total dividend of

Rs.40/- on each Equity Share of Rs.10/- for the year under review

BOROSIL GLASS WORKS LIMITED

Regd. Office : Khanna Construction House 44, Dr.RG Thadani Marg, Worli,

Mumbai - 400 018

UNAUDITED FINANCIAL RESULTS FOR THE QUARTER & HALF

YEAR ENDED 30TH SEPTEMBER, 2011

Particulars

Quarter Ended Half Year EndedAccounting

Year Ended

30.09.2011 30.09.2010 30.09.2011 30.09.2010 31.03.2011

Unaudited Unaudited Unaudited Unaudited Audited

(Rs. in lacs)

1. Gross sales 1,890 1,580 3,210 2,906 7,013

Less: Excise duty recovered

138 121 233 211 518

Net Sales / Income from Operations

1,752 1,459 2,977 2,695 6,495

2. Other Income 185 134 219 169 270

3. Total Expenditure 1,462 1,193 2,433 2,238 5,467

(a)(Increase)/Decrease in Stock in Trade

(117) (44) (635) (229) 34

(b) Consumption of Raw materials

72 72 138 161 309

(c)Purchase of Finished Goods

328 210 618 407 917

(d) Power & Fuel 252 230 492 436 951

(e) Staff Cost 392 330 770 675 1,485

(f) Other Expenditure 535 395 1,050 788 1,771

4. Interest 67 79 132 157 298

5. Depreciation 96 98 192 196 398

6. Profit/(Loss) Before Extra-ordinary Items and taxes(1+2-3-4-5)

312 223 439 273 602

7. Extraordinary Items

a. Loss due to Flood - 351 - 351 351

b. Insurance claim received

- (324) - (324) (324)

8.Profit Before taxes(6-7)

312 196 439 246 575

9. Provision for Taxation

a. Income tax 58 9 106 13 39

b.Mat credit Entitlement

- - - - (35)

c. Fringe benefit tax 7 5 10 9 21

d. Deferred tax 18 40 13 57 149

10. Net Profit/(Loss) (8-9)

229 142 310 167 401

11. Paid-up Equity Share Capital

(Face value Rs. 10/- each)

343 343 343 343 343

12.Reserves excluding Revaluation Reserves

2,058

13.Basic and diluted EPS(Not Annualised)*

6.67* 4.13* 9.05* 4.86* 11.69

14.Aggregate of Public Shareholding

  No of Shares 1,810,028 1,866,898 1,810,028 1,866,898 1,866,898

 Percentage of Shareholding

52.78 54.44 52.78 54.44 54.44

REPORTING OF SEGMENT-WISE REVENUE, RESULTS AND CAPITAL EMPLOYED

30.09.2011 30.06.2010 30.09.2011 30.06.2010 31.03.2011

Unaudited Unaudited Unaudited Unaudited Audited

(Rs. in lacs)

1. Segment Revenue

a. Scientificware 1,178 975 1,957 1,746 4,506

b. Consumerware 511 460 937 895 1,883

c. Others 63 24 83 54 106

Total 1,752 1,459 2,977 2,695 6,495

Less : Inter Segment Revenue

- - - - -

Net Sales / Income from Operations

1,752 1,459 2,977 2,695 6,495

2. Segment Results :

a. Scientificware 312 267 617 425 1,251

b. Consumerware 142 118 252 283 320

c. Others 16 7 21 16 31

Total 470 392 890 724 1,602

Less :

(i) Interest 67 79 132 157 298

(ii)

Other unallocable expenditure net of unallocable income

91 117 319 321 729

Total Profit / (Loss) Before Tax

312 196 439 246 575

 

Chapter – 4

PRODUCT PROFILE

Introduction :

Glassware is domestic as well as industrial appliance, but we can

get much focus on consumer domestic market.

Glassware is healthy because it doesn’t get brake in 16250C as

research says so many of metals get some particles loose up and mix-up

with food and cause deceases like aluminum vessels causes tuberculosis

(TB) and Indalium causes late time apralysis those glass ware preserve the

quality of food.

Important features :

Used for serve

Used for bake

Used for cook on microwave

Used as carafe etc.

Longer life

Healthy to eat

Doesn’t loose quality

Good looking

Not much cost

Strong grip handles and lids

Easy operation

Easy to watch as it is transparent

Heat and microwave resistant

Easy to handle.

Working of glassware :

Glassware can be used as we used the other vessels only carafe can

be used on stoves and other vessels like bake items used in microwave the

some items may be used is stove and on also microwave oven its works as

other vessels works those other vessels were not to be able to put is

microwave this Borosil items were only but put as usual we have cook

food we cook food in borosil.

Different models of glassware :

Microwave Proof Carafe With Strainer

Available in

1.0 L, 1.2 L, 1.5 L

Michelle Carafe

Available in

0.8 L , 1.25 L

Nichole Carafe

Available in

1.5 L

Flame Proof Carafe

Available in

1.5 L

Piccolo

Available in

1.0 L, 1.2 L, 1.5 L

Nostalgia

Available in

0.8 L , 1.25 L

Tea Set

Available in

1.5 L

Milk Pot & Sugar Pot

Available in

1.5 L

 

Tumblers

Available in

Different Shape, Different Capacity

Bowls

Available in

Different Shape, Different Capacity

Vases

Available in

Single Shape, Single Capacity

Salt & Pepper Set

Available in

1.0 L, 1.5 L,2.0 L

Round Casserole

Available in

0.7 L , 1.0 L, 1.5 L

Fluted Dish

Available in

2.2 L , 4.0 L

Square Dish

Available in

1.6 L, 0.8 L

Gourmet

Available in

1.0 L, 1.5 L,2.0 L

Set of 2 Gourmet

Bowls

Available in

0.5 L + 0.5 L

MARKETING MIX

Marketing is the heartbeat of all marketing activities. It is a system

created by society for the purpose of supplying the goods and services

essential for the desired standard of living marketing has gaining much

importance in resent years.

Concept of marketing mix :

In marketing planning, we use marketing information to assess the

situation to select a specific mix-marketing mix is formulated to

encounter various dynamics of market. Important among the various

significant aspects of marketing strategy is marketing mix.

Marketing mix is divided into 4 tools called four P’s they are

product, price, place and promotion.

Marketing Mix

Product Price Promotion Place

Product Mix :

Product mix is the basic marketing mix product is the tangible offer

by the company to customers. Product includes quality, design, feature,

branding and packing.

In this regard, in Shimoga City, the various dealers of glassware

such as Borosil, eagle, Milton, has succeeded by creating a good demand

in Shimoga City.

Price Mix :

Product should perform to the expectation of the customers. Only

then, customer will be satisfied of the worth of product. A product has to

be worth for the price claimed. If the price is not commensurate with the

product worth, the consumer may very to buy the product.

In case of glassware in Davnagere City, the prices are not

satisfactory when compared other vessels such as Indalium, steel, copper,

vessels etc.

Place Mix :

Marking the product accessible for purchase is another step in

marketing. It is directly dependent on the target consumer and the

company perception of marketing. The mot common roots used by the

dealers here includes Advertising, sales promotion, Public relations, and

direct on line marketing.

PROMOTION STRATEGY :

a. Advertising :

Advertising is defined as any paid form of non-personal

presentation and promotion of goods and services or ideas by an

identified sponsor. In Shimoga City it has played a very important role in

promoting the sales of glassware.

It deals with efforts undertaken to increase and improve demand

and sales of the products of the firm of the company.

Advertising is one of the major promotional tools. The company

explains the uniqueness and advertising of the product to the customer

through salesman’s, distributors, dealer’s etc.

Advertisement in newspaper, television, magazines etc plays an

important role in the field of promotion. People are attracted towards the

particular product through advertisements.

MARKET SHARE OF VARIOUS BRANDS GLASSWARE :

The success of the firm can be measured in terms of its products,

market share in comparison with the competitive products. Market share

serves as `an indication to examine the effectiveness of a firm’s marketing

strategy.

It is necessary for the firm to have knowledge of the market

potential for the concerned product. Based n the market potential the

most effective marketing and promotional strategies can be formulated.

Market share of various brands of glassware in Shimoga :

Borosil 35%

Eagle 25%

Milton 20%

Others 20%

CONSUMER PROFILE

CONSUMER BEHAVIOUR :

“People in different parts of the world differe greatly in physical

appearance, dress, manners, ideals, religion, culture, education,

occupation patterns etc. differences also arise from difference in natural r

physical environment. Besides there are bound to be differences in the

economic status of people at various palces at various places”.

A person’s occupation, life style, economic circumstances, will

greatly effect product choice. People’s economic circumstances consist of

their spendable income, saving and assets borrowing power and attitude

towards spending versus saving. Other demographic aspects like nature

of family, size of the family education and sub culture have an influence

on the goods and services brought.

PURCHASE DECISION :

The purchase decision is the stage in which the consumer has to

take a decision regarding the product the brand, price to be paid, purchase

basis, source of purchase etc. the decision evaluation stage leads the

consumer to rank objects in the choice set. He or she will form a purchase

intention. The consumer forms a purchase intention on the basis of such

factors as expected family income expected price, and expected benefits

from the product.

There is no particular sequence, which a consumer follows in his

purchase decision. He might decide on the product to be purchased first

and then the store from where it is to be purchased. The brand of the

product to be purchased may be decided upon subject to its availability in

a particular store.

BUYING MOTIVES :

In an effort to provide a framework for the analysis of consumer

Behaviour and motivation, attempts have been made to distinguish certain

types of buying motives. Thus, those influences that lead a customer to

choose one product in preference to another are called “product motives”.

Where as the considerations that cause him to buy at a particular retail

store are called “patronage” motives. There are a great many reasons why

consumers choose the retail outlets that they do. For some people price is

very important factor in making his choice other persons may knowingly

by pass the store with the lowest price, and choose an outlet has a

reputation for rending unusually good services or for carrying particular

quality of merchandise. In addition, these motives have been further

classified according to whether the influences and considerations are

“emotional” in nature or “Rational”.

Some of the emotional motives are :

1. Emulation, which is the tendency to imitate others.

2. Conformity or the desires to be like others.

3. Individuality or distinctiveness.

4. The desire for comfort.

5. The desire for pleasure and recreation.

6. Ambition pride and the desire for prestige.

Rational Motives on the other hand are usually designed as follows :

1. Economy in purchase and operation

2. Efficiency in operations

3. Dependability in use and in quality

4. Durability of the product

5. Convenience in use of the product

6. Money gain or the enhancement of earnings.

The consumer acts as he does automatically and rather inflexibility

from force of habit. Impulsive buying does take place, but primarily with

fairly equivalent products, small purchase, or an occasional luxury, that is

in situations when it is not really important. No doubt, consumer

behaviour could be made more effective through greater deliberation and

planning of purchase but limitation of time, energy and similar factors

appear to preclude this possibility.

SOURCES OF INFORMATION AND BRAND AWARENESS :

A consumer with a need or desire may or may not search for more

information. If the consumer drive is strong and well defined gratification

object is near at hand, the consumer’s need may simply be stormed in

memory. The consumer may undertake no further search, some further

search and some further search of very active search for information

bearing on the need.

Of key interest are the major information sources of the consumer

will turn to and to relative influence each will have an the purchase

decision consumer information sources fall into 4 groups :

1. Personal sources family, friends, neighbors)

2. Commercial sources (advertising, salesmen, dealers)

3. Public sources (mass media)

4. Experimental sources (handling, examining, using the product).

The relative influence of these information sources various with the

product category and information and the buyer’s characteristics.

Generally speaking, the consumer receives the most information exposure

about a product from commercial sources i.e. market dominated sources.

The most effective exposures, however, tend to come from personnel

sources. Each type of sources may perform somewhat different function

in influencing the buying decision.

Commercial information normally performs an informing function

and personal sources perform a legitimizing or evaluating function. As a

result of gathering information, the consumer increases his or her

awareness of the available brands and their features.

Moreover, a consumer’s behaviour is strongly influenced by social

factors such as the consumer’s reference groups, family and social roles

and status. The fabric of a given society is woven from many threads of

interpersonal relationship. These interpersonal relationships have a direct

or indirect influence on the person’s attributes or behaviour.

ADVERTISING EFFECTIVENESS :

Promotion of all effects the wants, motives, perceptions and

attitudes of consumers. Further more individuals who have the affect by

advertising in turn influence other individual through reference groups.

Advertising, in origin and intention, is a form of promotional

activity, and probably a necessary part of the marketing process in a

modern mass production economy, advertising has become part of our

everyday life. We may not always like it. We may regard much of it as a

calculated insult to our intelligence we may distressed its impact on our

family spending pattern and suspect that it uses us more than we use it but

it is here to stay for the foreseeable future. Modern economic may not

function without it and even consumer’s organizations rely on it. Much of

the advertising is aimed at the retailer as well as at the final consumer.

Inspite of the criticisms leveled against advertising its importance

in marketing has been growing.

POST PURCHASE FEELINGS :

After purchasing the product the consumer will experience some

level of satisfaction or dis-satisfaction. The consumer will also engage in

port purchase actions of interest to the market. The marketer’s job

doesn’t end when the product is bought but continues into the post

purchase period.

The answer to the question what determines whether the buyers is

highly satisfied, somewhat satisfied, somewhat dis-satisfied or highly dis-

satisfied with purchase lies in the relationship between the consumer’s

expectations and the products perceived performance. If the product

matches expectations, the consumer is satisfied, if it exceeds them, the

consumer is highly satisfied, if it falls short, the consumer is dis-satisfied.

The consumer’s satisfaction or dis-satisfaction with the products

will feed back on subsequent behaviour. If the consumer is satisfied then

he or she will exhibit their higher probability of purchasing product on the

next occasion. The satisfied consumer will above tend to say good things

about the products to others.

CHAPTER – 7

SURVEY ANALYSIS

Consumer Attitude :

Consumer behaviour is a comparatively new field of study. It is the

attempt to understand consumer’s role in the buying action. It has

assumed growing importance under market oriented or customer oriented

marketing management. Consumers are the makers of fortune of

business. Understanding consumer is the crucial task. It is an attempt to

predict the consumer reaction in the role of buying. Present survey in

conducted to ascertain the “consumer attitude towards Borosil glassware”.

50 respondents are selected for the purpose of this study. The

respondents selected include both users and non-users of Borosil

glassware.

Analysis has been made with reference to consumer profile,

purchase decision, buying behaviour and motives, brands awareness,

advertising effectiveness and post-purchase feelings of consumers.

This analysis aims at identification of the factors, which influence

consumer’s buying behaviour and brand preference for glassware.

TABLE – 7.1 : RATIO OF USERS TO NON-USERS OF GLASSWARE

BOROSIL

No.of

respondents

Percentage

Users 35 70

Non users 15 30

Total 50 100

The above table shows the ratio of users to non users of glassware

among the respondents. 35 respondents accounting for 70% of the total

number of respondents are users of glassware, which emphasis the fact

that glassware are becoming a necessity among consumer in Shimoga

City, but 30% of people not using Borosil glassware by some or other

reasons.

TABLE – 7.2 : OCCUPATION OF RESPONDENTS

Occupation No.of respondents Percentage

Users Non-users

Services 5 2 14

Businessmen 17 3 40

Housewife 1 1 4

Students 10 7 34

Agriculturist 1 1 4

Not indicated 1 1 4

Total 35 15 100

The above table shows the ratio of different occupation of people

and in them users and non users, here 40% of people were businessmen in

which accounting of 20 in them 17 are users and 3 are non users as

continue 2nd place comes to students where it covers 34% accounting to

16 where are users. This comes as services where 14% accounting to 7

respondent where 5 are users and 2 are non users ratio of other were

agriculturists, housewives and others were 4% commonly were 50:50

users and non users.

5

2

17

3

1 1

10

7

1 1 1 1

0

2

4

6

8

10

12

14

16

18P

ER

CE

NT

AG

E

Service

s

Business

men

Housewife

Students

Agricultu

rist

Not indic

ated

CHART SHOWING OCCUPATION OF RESPONDENTS

Users Non-users

TABLE – 7.3 : RATIO OF INCOME OF RESPONDENTS

Income No.of respondents Percentage

Users Non-users

Below 7000 3 6 18

3000-7000 12 7 38

Above 7000 20 2 44

Here the purchase of Borosil as it is luxury item indicated earlier

most of above 7000 rupees income family were purchase Borosil and

medium class less than then and low class group were very low.

TABLE – 7.4 : EDUCATION LEVEL OF RESPONDENTS

Education level No.of respondents Percentage

Users Non-users

S.S.L.C. and Below 2 8 20

Graduate and below 29 6 70

Post-graduate 4 1 10

Here Borosil glassware was purchased most by high qualified

people about 80% of post graduate and 85% of graduate and 20% of

under graduate purchased Borosil glassware.

This shows clear picture that over educated prefer Borosil

glassware’s.

TABLE – 7.5 : RATIO OF DIFFERENT DEISGN OF GLASSWARE OF

BOROSIL

Ratio of Different design No.of

respondents

Percentage

Tea cup 15 42

Kettle 4 12

Cook & serve 5 15

Bake and serve 3 8

Trays 3 8

Microwave pot 5 15

Total 35 100

Here tea cups were most popular as 42% of people accounting to 15

respondents of 35 using this, after that cook and serve and microwave pot

are 15% popular and kettle at 4th place 12% of people like it bake and

serve, trays are at last place both are 8% popular.

It results that carafe is most used by people.

TABLE – 7.6 : RATIO OF USERS NUMBER OF GLASSWARE PURCHASED

BY INDIVIDUAL CUSTOMER

Items No.of

respondents

Percentage

One 9 25

Two 12 34

Above two 14 40

Total 35 100

Here main point is that the people who purchased more than two

were more in number that are 40% accountability of 14 out of 35 and two

articles of glassware were 12 people which leads to 35% and having only

one were 25% that accounts to a respondents.

This give conclusion about how popular is glassware in kitchen.

TABLE – 7.7 : SOURCE OR CHANNEL OR PLACE WHERE THE BOROSIL

GLASSWARE WERE PURCHASED

Place No.of

respondents

Percentage

Dealers 11 31

Retailers 12 34

Showroom 6 17

Secondhand 1 3

Internet 3 9

Malls 2 6

Total 35 100

There it clearly indicates that most people about 34% were

purchase through unauthorized dealers or retailers which are very near to

there house and 2nd place come of company dealers where 31% were

come under this, showroom took third place where 6 out of 35 purchase

there, due to lack of knowledge only 9% people purchase through internet

and rich people or ‘A’ class people were who go at shopping malls gets

last place of 6% accounting to 2.

So it shows real picture of Indian economy about powerful retailing

in all sectors.

TABLE – 7.8 : RATIO OF USERS IN PRICE OF GLASSWARE BOROSIL

Price No.of

respondents

Percentage

High 7 20

Reasonable 23 65

Low 5 15

Total 35 100

Here most of people feel that though Borosil is good at quality the

price matches reasonable about 23 out of 35 leads to 65% in graph it

covers majority about 20% leads to 7 respondents feel it as high but they

feel Borosil catching the goodwill amount, but at last 15% people feel that

its cost low because of its attractiveness, because of different income

group the results always varies.

TABLE – 7.9 : REASONS OF NOT PURCAHSE OF BOROSIL GLASSWARE

Reasons No.of

respondents

Percentage

Never heard 3 21

High price 4 26

Not necessary 4 26

Hard to handle 2 13

No microwave oven 1 7

Others 1 7

Total 15 100

Here 26% of people give reasons for not purchase were two kind

one was high price another was not necessary but 215 of people never

heard because of advertisements failure, 13% accounts to 2 respondents

feel that they feel hard to handle may because of their physical structure,

7% of people fell that they have no microwave oven and same people tell

that other reasons. So the complete picture is to some of people were

using of metal vessels and some have give suggestions of to popular the

brand image.

TABLE – 7.10 : ADVERTISING MEDIA CREATING BRAND AWARENESS

IN THE RESPONDENTS OF GLASSWARE BOROSIL

Advertising media No.of

respondents

Percentage

News paper 6 17

Hoardings 5 14

Magazine 5 14

T.V. 6 17

All media 7 21

Others 6 17

Total 35 100

Many of respondents come to know about the brand through all

media 21% accounts to 7 people, 17% of people come to know about

newspaper, TV, others leads to 6 people and at last come through

hoardings and magazines leads to 5 people each matches 14% of its

scope.

CHAPTER – 8

SUGGESTIONS AND CONCLUSION

8.1. SUMMARY OF FINDINGS :

The study revealed that there is a great potential for the glassware

manufacturers in Shimoga glassware are almost a necessity in

Shimoga as shown by the study.

The study indicated that 40% of the respondents were business man

and 34% were students forming the majority among the users of

glassware. Therefore these two categories of consumers are the

potential buyers of glassware.

The study also revealed that the potential buyers of glassware are

graduates or post graduates. The glassware manufacturers should

therefore formulate their marketing strategy with this segment of

consumers in mind.

It is also clear from the study that most of the consumer families use to

or more glassware.

The study also indicates that consumers with higher income 7,000 and

above from the major segment of potential buyers of glassware.

The study reveals that people with own houses buy more number

glassware. This supports the inference that consumers owning houses

are the potential buyers of glassware.

It is evident from the study large families use more number of

glassware.

It is clear from the study that 34% of the glassware were purchased

from retailer and only 31% are purchased from dealers. Thus retailers

forms the main source of purchase for glassware.

The study also indicates that 80% of the glassware purchased on full

cash payment and only 17% on installment basis.

The study indicates that in the past the consumers were gained by

attributes like good performance, Guarantee period and special

discounts in the choice of a brand of glassware. It also reveals that

prospective consumers will be guided by attributes like choice of

colours, size, variety, lower consumption of fuel and better

performance. This increasing tendency on the part of consumers to go

in for variety glassware of is a result of introduction of varied designs

in glassware by manufacturers of Eagle, Milton, Borosil.

The study also indicates that consumer’s look for quality, and good

performance in glassware to whichever income group they belong.

The study reveals that 36% of the respondents were influenced by

advertisement, 32% of them were influenced by dealers and another

17% by friends and relatives in the choice of a brand of glassware.

From the responses of the consumers, it is clear that among the

consumers who were influenced by advertisements, Newspapers, TV

and Magazines created awareness regarding glassware brands in 70%

of the respondents.

The study indicates that the advertisements were effective because

they were impressive and appeared in many magazines, T.V.’s and

Newspapers repeatedly.

The study revealed that Borosil / glass enjoy the highest current market

share of 65% followed by Eagle and Milton.

8.2 SUGGESTIONS :

Based on the summary fo findings the following suggestions are

made to the manufacturers and dealers of Borosil glassware.

i. Target market :

There is a great potential in Shimoga for sales of Borosil glassware.

The manufacturers and dealers should concentrate on the consumers who

are mainly businessmen and those who are servicemen. The

manufacturers should formulate the marketing strategy keeping in mind

those consumers with monthly income exceeding Rs. 7000/- because they

are the major segment of potential buyers. Moreover,those consumers

living in own house form the potential market for glassware. Therefore

the manufacturers should keep in mind all the above factors while

formulating their promotional and other marketing policies. The

manufacturers can increase the sales of Table fans among consumers

living in rented house.

ii. Price :

The manufacturers are suggested to reduce the price Borosil /

glassware. Those consumers with monthly income of less than Rs. 3000/-

should also be brought within the market segment of users. Borosil is

popular only among the higher income groups, the prices should be

reduced in order to increase their market share.

iii. Dealers :

The dealers and retailers are the ultimate link between the

manufacturers and consumers. The manufacturers should increase their

distribution network by appointing more dealers. The dealers should be

given all assistance with regard to the sales of Borosil glassware. The

manufacturers of Borosil glassware increase their dealership network and

announce higher commissions to dealers in order to increase their market

share on par with others. The dealers should formulate their sales

strategy, keeping in view the target market mentioned above as they have

personal contact with consumers.

iv. Improvement in the product :

At the same time, quality of the borosil should be increased through

extensive research and development and reduce malfunctioning of borosil

glassware. The problems faced by the users of borosil glassware as

revealed by the study should be increased through research and

innovation.

The manufacturers of Eagle, Milton, Bone China, and others should

introduce varied designs. For instance, Eagle has introduced glass tea

flask. This is very much necessary to increase their market share

improvements should be made in the fans so that it consumes less fuel

without any reduction in the quality of performance.

v. Sales promotion :

Provision of installment facilities is not a very effective sales

promotional technique. Guarantee period and special discounts are the

more effective techniques to increase sales. The guarantee period should

be increased to 3 years to life time against manufacturing defect. The

provision of all these facilities is very important for the manufacturers in

order to maintain the goodwill of the past and present consumers. Further

the amount of discount provided during off seasons should be increased.

Dealers play the most important role in promoting sales of Borosil

Glassware. They should be given all assistance by the manufacturers like

display material, incentives in the form of extra commissions for higher

sales etc.

vi. Advertising :

Advertising is important as it increases awareness among

consumers. The glassware manufacturers should educate and inform the

public regarding the special features and the characteristics of the brands

manufactured by them. Prices, sizes and varieties available through

advertisements. The consumers should be persuaded to purchase a

particular brand of fan through advertisement. Advertisement copies

should be impressive and should be inserted in many magazines and

newspapers, especially in those locally published at the appropriate time.

They should appear atleast once a week during the summer season.

During off seasons advertisements should inform the public about the

discount offered. Brand differentiation should be created by emphasizing

distinctiveness of performance and quality.

The manufacturers of Eagle Borosil Milton and Bone China should

increase advertising in order to support dealer’s efforts in promoting the

sales of glassware. Advertisements should be made in T.V. as it proves to

be a very effective medium of advertising. The advertisements should be

made more impressive by using film stars as models to attract attention in

print and broadcast media.

It can be said that all the findings and suggestions based on the

study are reliable. It is hoped that the manufacturers and dealers of

glassware will formulate their marketing and promotional strategies on

the basis of the suggestions.

8.3. CONCLUSIONS :

The result of this survey shows that there exists enough potential

market for glassware in Shimoga City. And the respondents do stress on

product quality performance. The survey reveals that the consumers are

not so price sensitive, and quality is gradually assuming importance.

During the survey it was found that consumers opinion about the

performance of glassware is satisfactory.

Based on the survey, it can be concluded that Eagle, Milton and

Bone China are popular among the low economic grade consumers

belonging to various groups. Among the promotional activities, it can be

concluded that provision of installment facilities is not a very effective

sales promotional technique. Through survey, it can also be concluded

that personal experience, advertisement, friends and relatives and dealers

are the major influences on consumers.

QUESTIONNAIRE

Dear Sir/Madam,

I am very happy to introduce myself Tarun Kumar, studying final

year B.B.M. A.R.G. College, Shimoga. I have under taken a project work

“CONSUMER ATTITUDE TOWARDS BOROSIL GLASS WARE”

with special reference to AMBIKA TRADERS, Shimoga.

In this connections, I have prepared a questionnaire seeking

necessary information from you. Please spare your valuable time to fill

the following few questions and answer them with appropriate ones.

Thanking you,

Yours sincerely,

(Tarun Kumar)

QUESTIONNAIRE

(Please tick [ ] wherever applicable)

1. Name :

________________________________________________

2. Address :

________________________________________________

________________________________________________

________________________________________________

3. Occupation :

________________________________________________

4. Income :

a) Below Rs. 3000 b) Rs. 3000 – 7000c) 7000 & above

5. Qualification

a) S.S.L.C. & Below b) Graduate & below c) Post-graduate

6. Number of members in family

___________________________________

7. Is your house.

a) Rented b) Own

8. Have you own the glass ware

_____________________________________

9. If, yes what type of glass ware

a) Kettle d) Bake & serve

b) Tea cup e) Trays

c) Cook & serve f) Microwave pots

10. Number of glass ware in your house.

a) One b) Two c) Above two

11. Have you heard brand name BOROSIL

a) Yes b) No

12. Are you aware of above brands.

a) Eagle d) Yera

b) Bone china e) Cello

c) Milton f) Others

________________________

13. From where you purchase BOROSIL glass ware.

a) Dealers d) Second hand

b) Retailers e) Internet

c) Showroom f) Malls

14. Purchase basis

a) Cash payment b) Installment

15. Buying motives of BOROSIL than other glass ware

Motive Good Fair Poor

Price

Consumption of fuel

Designs

Weight

Guarantee

Performance

Discounts

Brand image

16. Price of BOROSIL glass ware ?

a) High b) Reasonable c) Low

17. Reasons for not purchasing.

a) Never heard d) Hard to handle

b) High price e) No microwave oven

c) Not necessary f) Others

________________________

18. Awareness of brand through

a) News paper d) Television

b) Hoardings e) All medias

c) Magazines f) Others

________________________

19. Any suggestions for improvement of BOROSIL glass ware.

______________________________________________________

___________

___________________________________________________________

______

DATE :

PLACE : (Signature of Respondent)

BIBLIOGRAPHY

Marketing Management - Philip Kotler & Armstrong

Marketing research - D.D. Sharma

Research for Marketing - Paul E. Green

Decisions - Donald S. Tull.

- Gerald Albaum.

Consumer behaviour - David L. Loudon.

- Albert J. Della Bitta

Website - google.com

Borosil.com