Study on Market Survey on the Brand Equity of Pondicherry Co Operative Spinning Mills Ltd.

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A STUDY ON MARKET SURVEY ON THE BRAND EQUITY OF PONDICHERRY CO OPERATIVE SPINNING MILLS LTD., THIRUBUVANI, PUDUCHERRYSUMMER PROJECT REPORT

Submitted by

S.MAHESH

REGISTER NO: 27348321Under the Guidance of

Mr.D.SARAVANAN, M.B.A,M.Phil,M.F.C,M.H.R.M,(Ph.D).,Faculty, Department of Management Studies

in partial fulfillment for the award of the degree

of

MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

PONDICHERRY UNIVERSITY

PUDUCHERRY

SEPTEMBER- 2007

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE

MADAGADIPET, PUDUCHERRY

DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This to certify that the project work entitled A STUDY ON MARKET SURVEY OF THE BRAND EQUITY IN PONDICHERRY CO OPERATIVE SPINNING MILLS LTD., THIRUBUVANI, PUDUCHERRY is a bonafide work done by S.MAHESH [REG.NO. 27348321] in partial fulfillment of the requirement for the award of Master of Business Administration by Pondicherry University during the academic year 2007 2008.

GUIDE

HEAD OF DEPARTMENT

Submitted for Viva-Voce Examination held on

EXTERNAL EXAMINERACKNOWLEDGEMENT

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 the completion 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.

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.

CHAPTERTITLEPAGE NO

LIST OF TABLES

LIST OF CHARTS

IINTRODUCTION

1.1 Profile of Organization1

1

IIREVIEW OF LITERATURE9

IIIOBJECTIVES11

IVRESEARCH METHODOLOGY12

VDATA ANALYSIS AND INTERPRETATION16

VIFINDINGS OF THE STUDY35

VIICONCLUSION AND SUGGESTION 36

VIIILIMITATIONS OF THE STUDY37

IXANNEXURES

9.1 QUESTIONNAIRE

9.2 BIBILIOGRAPHY38 39

40

TABLE OF CONTENTSLIST OF TABLE

S.noNAME OF THE TABLE Page No

1Table showing respondents gender 16

2Table showing of the Respondents occupation 17

3Table showing favorite brand18

4Table showing how long consume19

5Table showing respondents know the brand20

6Table Based on selecting the brand21

7Table showing recent period purchase 22

8Table showing satisfied the quality23

9Table based on channel purchase24

10Table showing reason for using brand 25

11Table showing based on opinion price 26

12Table showing based on strong brand image27

13Table showing based on discount provide 28

14Table showing based switch over to other brand 29

15The table based on if yes means30

16Table showing Suggest buy this brand 31

17Table based on comments on quality32

18Weighted average method33

19Correlation34

S.noNAME OF THE CHARTPage No

1Respondents of gender16

2Occupation 17

3Based on favorite brand 18

4How long consume19

5How did know the brand 20

6Based on selecting the brand 21

7Recent period purchase 22

8Satisfied the quality 23

9Based on channel purchase 24

10Reason for using brand 25

11Based on opinion price 26

12Strong brand image27

13Based on discount provide28

14Switch over to other brand29

15If yes means 30

16Suggest buy this brand 31

17Based on comments on quality32

LIST OF CHARTSCHAPTER-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.

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.

ParticularMembershipShare Capital (in lakhs)

"A"Handloom weavers co-op

Societies144.45

.

"B"Other Co-operative

Societies693.72

"C"Individuals7316.64

"D"Government of Pondicherry1674.50

815689.31

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

YearSelection CriteriaPosition

1987-88Spindle ProfitI

1988-89Spindle Profit.I


. Machine ProductivityII

Productivity per Spindle ShiftIII


Cash gain per spindleII

Machine ProductivityII

Labour ProductivityIII

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

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.

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 Government of Pondicherry.ORGANISZTION CHART

ADMINSTRATOR

Managing Director

Administration & Finance

Production

Wing

Labour OfficerAdmn. ManagerController of AccountsAsst. Spinning Master (Maint)

Asst Spinning Master. (Qlty. cntrl)

Elec. Engineer

ClerksClerksSupervisor 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

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. It also 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

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.

CHAPTER-II

REVIEW OF LITERATUREBrand 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 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.

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

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.

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 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 the management 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 Respondent

Percentage 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

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

CHAPTER-V

DATA ANALYSIS & INTERPRETATIONTABLE NO 5.1Respondents based on the sex

particulars FrequencyPercentage

Male4386.0

Female714.0

Total50100.0

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

TABLE NO: 5.2Respondents based on occupation

particularsFrequencyPercentage

Customer4080.0

Agent1020.0

Total50100.0

Sources:- Primary data 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

TABLE NO: 5. 3

Respondents based on favorite brand


Spin co2754.0

Aft1530.0

Others816.0

Total50100.0


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

TABLE NO: 5.4

Respondents based on how long consume


5-yr1020.0

5-10yr2244.0

10-15yr1428.0

15-2048.0

Total50100.0


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

TABLE NO: 5.5

Respondents based on how did know the brand


Print media1224.0

Visual media1224.0

Friends816.0

Agent1632.0

Other24.0

Total50100.0


Most of the respondents may know the brand for agent 32% 24% of the respondents may know print &visual media

CHART NO: 5. 5

TABLE NO: 5.6

Respondents based on selecting the brand


Quality2244.0

Price2244.0

Brand name510.0

Total50100.0


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

TABLE NO: 5.7

Respondents based on recent period purchaseparticularsFrequencyPercentage

Spin co2652.0

Aft1938.0

Others510.0

Total50100.0


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

TABLE NO: 5.8

Respondents based on satisfied the quality


Highly satisfied2142.0

Satisfied2040.0

Neutral918.0

Total50100.0


42% of the customers are highly satisfied,40 of the customers are satisfied & other 18% of customers are neutral.

CHART NO: 5.8

TABLE NO: 5.9

Respondents based on channel of purchase


Directly From The Company2754.0

From The Agent2346.0

Total50100.0


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

CHART NO: 5.9

TABLE NO: 5.10

Respondents based on reason for using brand


Quick sales1836.0

Cost benefit2958.0

Traditional purchasing36.0

Total50100.0

Sources:- Primary data

Inference:

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

CHART NO: 5.10

TABLE NO: 5.11Respondents based on opinion on price


Very high1122.0

High1632.0

Normal2040.0

Low36.0

Total50100.0


Inference:

The most respondents may opinion on price 40% normal, 32%respondents high, 22%have very high

CHART NO: 5.11

TABLE NO: 5.12

Respondents based on strong brand image


Yes2856.0

No2244.0

Total50100.0


From above table shows that frequency of strong brand image is 56% of yes and 44% of no.

CHART NO: 5.12

TABLE NO: 5.13

Respondents based on discount provide


Highly satisfied1734.0

Satisfied2448.0

Neutral918.0

Total50100.0


The total number of respondents 50, discount provide they satisfied 48%, 34%belong highly satisfied ,18%belong to the neutralCHART NO: 5.13

TABLE NO: 5.14

Respondents based on switch over to other brand


Yes1938.0

No3162.0

Total50100.0

Sources:- Primary data 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

TABLE NO: 5.15

Respondents based on if yes


Quality510.0

Price1122.0

Credit714.0

Customer satisfaction12.0

Other2652.0

Total50100.0


Inference:

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

CHART NO: 5.15

TABLE NO: 5.16

Respondents based on suggest buy this brand


Yes2040.0

No1122.0

Some time1938.0

Total50100.0


Inference:

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

TABLE NO: 5.17

Respondents based on comments on quality particularsFrequencyPercentage

Superior then competitor1836.0

Equal to competitor2754.0

Inferior to competitor510.0

Total50100.0


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

5.18 WEIGHTED AVEAGE METHOD

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

FactorsH.SSNTotal

Satisfied the quality15231250

Viability10261450

Discount provide11291050

Point Weight age321

FactorsH.SSNTotalAverageRank

Satisfied the quality4546121032.061

Availability305214961.923

Discount provide335610991.982

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 CORRELATIONSatisfied with Discount provide by the spin co

XOpinion on the price of spin co

YX2Y2XY

1110121100110

2926841676754

1014100196140

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

r =(xy x N) (x x y)

(x2 x N (x2) ( y2 x N (y)2

=(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= + 0.95

534

CHAPTER VIFINDINGS 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

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

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

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

ANNEXURES

9.1 QUESTIONNAIREA STUDY ON MARKET SURVEY ON THE BRAND EQUITY OF PONDICHERRY CO OPERATIVE SPINNING MILLS LTD THIRUBUVANI

QUESTIONNAIRE

Name:

Age:

Sex:

Occupation a) customer b) agent

Name of the Organization:

1. What is your favorite brand?

a) Spin co b) AFT c) others.

2. How long do you consume this brand for business purpose?

a) 5-Yr b) 5-10 Yr c) 10-15 Yr d) 15-20 Yr e) >20Yr

3. How did you come to know about the brand?

a) Print Media b) Visual Media c) Friends d) Agent e) Others

4. In what basis you are selecting the brand?

a) Quality b) Price c) Brand name.

5. In recent period which brand you have purchase?

a) Spin co b) AFT c) others

6. What comes to your mind when, I say Spinco

7. Are you satisfied with the quality of the brand?

a) Highly Satisfied

b) Satisfied

c) Neutral

d) Dissatisfied

e) Highly Dissatisfied

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) Satisfied

c) Neutral

d) 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) Satisfied

c) Neutral

d) 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

_______________________________________________________________________________________________________________________

9.2 BIBILIOGRAPHYBOOKS

1.Marketing Management Philip 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 Management S.A.Sherleker[PRENTICE HALL OF INDIA PVT,LTD NEW DELHI-110001,2003.] 1stEDITION

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Study on Market Survey on the Brand Equity of Pondicherry Co Operative Spinning Mills Ltd.

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Transcript of Study on Market Survey on the Brand Equity of Pondicherry Co Operative Spinning Mills Ltd.