CHAPTER-I
INTRODUCTION Satisfaction is a person’s feeling of pleasure or disappointment resulting from comp compar arin ing g a prod produc uctt rece receiv ived ed perf perfor orma manc ncee (or (or ou outc tcom ome) e) in rela relati tion on to his his or her her expectation. Measuring and analyzing customer satisfaction has become an essential component in providing excellent customer service. With growing popularity of customer relationship management, many companies are now placing more emphasis on customer satisfaction and their customer relation ship. The kind of situation prevailing in the present day bag market is due to the unlimited competition. competition. Various manufacturers manufacturers are adopting flexible flexible strategies strategies to attract customers customers from from different different classes classes.. Modern Modern day all market marketers ers are competi competing ng with each each other to establish establish their supremacy. supremacy. Under these circumstances circumstances the role role of advertisement advertisement plays a predominant part in the perception of the customers towards various brands of bags. This study entitled ‘A Study on customer satisfaction for school bag – a case study of Kitex Limited’ is conducted with a view to understand the satisfactory level of the customers reporting reporting at the dealership. dealership. This has in turn turn enabled the researcher researcher to provide necessary suggestions and recommendations for the enhancement of the firm.
Statement of the problem Consumer behavior is the study of when, why, how, where and what people do or do not buy products products.. It blen blends ds elem elemen ents ts from from psychology psychology,, sociol sociology ogy,, anthropology and economics.. It atte economics attemp mpts ts to un unde ders rsta tand nd the the bu buye yerr deci decisi sion on makin aking g proc proces ess, s, bo both th individually and in groups. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. So this study is worth while in the present context. The findings and suggestions may useful to the bag industry especially especially to anna groups to mould new strategies.
Scope of the study This This study study constr construct uctive ively ly for the analys analysis is of custom customer er perce percepti ption, on, opinio opinion n and sugg sugges esti tion ons, s, whic which h prov provid idee the the basi basiss for for vari variou ouss scop scopes es of deve develo lopm pmen ents ts of the the dealership.
Objectives of the study 1. To find out the custome customerr satisfactio satisfaction n level towards towards the product product Scoo Scoo Bee Day bag. 2. To find out the effecti effectivenes venesss of efforts made made by kitex ltd, ltd, in preserving preserving custome customer r satisfaction
3. Identifyin Identifying g the awarenes awarenesss about the the product product among among customers customers 4. To study study about about brand brand prefer preferenc encee 5. To study study the view view of custome customers rs on quality quality , fashion fashion,, design design strength strength,, comfort comfort of Scoo Bee day bags. 6. To study the the service service provide provide by the Scoobee Scoobee day retail retail store is satisfa satisfactory ctory or not
Methodology Source of Data
Both primary data and secondary data were used of this study.
Primary Data Primary data are those, which are collected fresh for the time and happen to be orig origin inal al in char charac acte ter. r. Th Thee data data were were coll collec ecte ted d thro throug ugh h surv survey ey meth method od by usin using g questionnaires
Secondary Data Second Secondary ary data data are those those which which have have alread already y been been passed passed throug through h satisf satisfied ied process. Secondary data were collected from annual reports, and periodicals published and webisites of Kitex. And the information relating to topic under consideration was collected by means of books relating to particular subjects.
Survey Survey can be said as one of the methods of collecting information regarding particular aspects from a large group. The survey method used here is the sample survey. It was conducted in order to collect collect opinion amoung customers customers of school bags. Although information was collected from 100 customers . For this purposes, a questionnaire was prepared. The questionnaire is shown in the appendix.
Sample Design A sample design is a definite plan for obtaining samples from given population. It refers to the technique or procedure for selecting items for the sample. a)
Population
The po popu pullati ation of the study tudy cov over erss the cust custom omeers of schoo chooll bags in Thiruvananthapuram district. b)
Method of sample selection
Convenience sampling was adopted for the study. c)
Sample size
A total number of 100 school bag customers in Thiruvananthapuram district. district.
Tools of data collection
Primary data were collected using a structured questionnaire. Secondary data were collects through desk research.
Tools for analysis
The main tool used for analysis of data was percentage analysis. A detailed analysis was done on the basis of gender to get a greater insight into the problem.
Period of study
The study was done during the period 2009-10
Limitations of the study
Sample of customers selected does not represent the entire population.
Customer perceptions are subjected to change with evolving societal tastes.
As the study was conducted for a limited period, the suggestions and findings may not always hold good.
All the variants of Kitex Kitex Bags could not be covered under the study.
The response of the customers is based on personal characteristics namely likes and dislikes, biases, mood fluctuations etc.
Chapterisation Chapterisation of the Report
The report of the present study is presented in chapter as detailed below .
Chapter I
:
Introduction
Chapter II
:
Industry Profile
Chapter III
:
Company Profile
Chapter IV
:
Theoretical background of study
Chapter V
:
Analysis and Interpretation
Chapter VI
:
Findings , Suggestions & Conclusion
CHAPTER- II
INDUSTRY PROFILE A History of Handbags
Handbags have historically been both the carriers of secrets and the signifiers of power, status, and beauty. As the keepers of the equipment of daily life, handbags have been strongly influenced by technological and societal changes, such as the development of money, jewelry, transportation, cosmetics, smoking, cell phones, and the role of women in society.
Embracing its paradoxical role as both signifier and concealer, the handbag gestures toward a myriad of tantalizing psychological interpretations. The contents of a handbag have been seen as representing part of the Freudian unconscious, and the bag itself (as an empty receptacle) can be interpreted as female genitalia or even the womb. Indeed, the
word “purse” was a slang word for the female pudenda from the seventeenth century (Steele and Borrelli 1999). Ancient, symbolic, and indispensable, the handbag has been a chameleon object, expressing (and carrying) the needs and tastes of both its wearer and its time.
From the ancient beaded bags of African priests to the haute couture tote of the modern lady of leisure, handbags have historically been both the carriers of secrets and the signifiers of power, status, and beauty. As the keepers of the equipment of daily life, handbags have been strongly influenced by technological and societal changes, such as the development of money, jewel jewelry, ry, transp transport ortati ation, on, cosmet cosmetics ics,, smokin smoking, g, cell cell pho phones nes,, and the role role of women women in society.
Embracing its paradoxical role as both signifier and concealer, the handbag gestures toward a myriad of tantalizing psychological interpretations. The contents of a handbag have been seen as representing part of the Freudian unconscious, and the bag itself (as an empty receptacle) can be interpreted as female genitalia or even the womb. Indeed, the word “purse” was a slang word for the female pudenda from the seventeenth century (Steele and Borrelli 1999). Ancient, symbolic, and indispensable, the handbag has been a chameleon object, expressing (and carrying) the needs and tastes of both its wearer and its time.
Purse Precursors
Purses, pouches, or bags have been used since humans have needed to carry precious items. While “handbags” as a term did not exist until the mid-nineteenth century, ancient pouches made of leather or cloth were used mainly by men to hold valuables and coins (Foster 1982). Ancient Egyptian hieroglyphs show men wearing purses around the waist, and the Bible specifically identifies Judas Iscariot as a purse carrier.
Fourteenth and Fifteenth Centuries: Girdle Pouches
In the fourteenth and fifteenth centuries, both men and women would attach pouches to the most important feature of medieval garb: the girdle. Because pockets would not be invented for several hundred more years, wearers would also attach other valuables to their girdle, such as a rosary, Book of Hours, pomanders (scented oranges), chatelaines (a clasp or chain to suspend keys, etc.), and even daggers (Wilcox 1999). The drawstring purse would hang from the girdle on a long cord and would vary according to the fashion, status, and lifestyle of the wearer. Women particularly favored ornate drawstring purses which were known as “hamondeys” or “tasques” (Foster 1982).
Medieval purses were not strictly used for carrying money, but were also associated with marria marriage ge and betrot betrothal hal,, often often depict depicting ing embroi embroider dered ed love love storie stories. s. Purses Purses,, kno known wn as “chaneries,” were also used for gaming or for holding food for falcons. Ecclesiastical
purses were highly significant and were used to hold relics or corporals (line cloth used in mass). The most important bag at this time was the Seal Bag which was made for the Keeper of the Great Seal, later known as the Lord Chancellor (Wilcox 1999).
Sixteenth and Seventeenth Centuries: Pockets and "Swete Bagges"
Duri During ng the the Eliz Elizab abet etha han n era, era, wome women’ n’ss skir skirts ts expa expand nded ed to enor enormo mous us prop propor orti tion ons. s. Consequently, small medieval girdle purses were easily lost in the large amounts of fabric. Rather than wear girdle pouches outside on their belt, women began to wear their pouches under their skirts, and men would wear pockets (called “bagges”) made of leather inside their breeches (Foster 1982). Peasants and travelers might wear large satchel-like leathers or cloth bags diagonally across the body, as in Peter Brueghel’s painting, “The Elders Two Peasants” (Wilcox 1999).
In additi addition, on, in a time time when when person personal al hyg hygien ienee was lacking, lacking, many many aristo aristocra crats ts in the the sixteenth century would carry what was called “swete bagges” or bags that were filled with sweet smelling material. Just as pomanders hung from the girdle in the fifteenth century, these swete bagges were filled with powder from sweet-smelling herbs and spices, such as lavender, or with perfumed balls of cotton. Swete bagges might also be stored with clothes and linens or set among sheets and pillowcases (Wilcox 1999).
Like their immediate predecessors, both men and women in the seventeenth century rejected the obvious use of bags and preferred to hang long embroidered drawstring
purses under their skirts and breeches (Foster 1982). Purses were not only functional but they were also often used as conspicuous decorative containers for gifts, such as money, perfume, or jewels (Steele and Borrelli 1999). Toward the end of the century, purses became became increasing increasingly ly sophistic sophisticated ated,, moving moving from a simple simple drawstring drawstring design to more complex shapes and materials.
Eighteenth Century: The Revolt against Underwear and Pockets
After the French Revolution, the full skirts of the ancient regime became less popular in favor of a more slender and narrow dress. These slender dresses left no room beneath for pockets and, consequently, pockets were discarded. Purses came back out into the open in the form of “reticules” or “indispensables” as the English tended to call them, suggesting that women had already largely developed a dependence on their handbags (Steele and Borrelli 1999). The French often parodied the women who carried the delicate bags that resembled previously hidden pockets as “ridicules” (Wilcox 1999).
Nineteenth Century: The Rise of the Handbag
Developments in science and industry during the Victorian era created a vast array of styles and fabrics which women could coordinate with the rest of their outfits. Though pockets returned in the 1840s, women continued to carry purses and spend an enormous amount of time embroidering them to show off for potential husbands, often marking the date and their own initials on their bags (Wilcox 1999). In keeping with the ideals of
domesticity of earlier times, many women wore chatelaines that attached to the waist belt by a large decorated clasp (Foster 1982).
However, with the advent of the railroad, bags were about to experience a revolution. In 1843, there were nearly 2000 miles of railway lines in Great Britain. As more people traveled by train and more women became more mobile, professional luggage makers turned the skills of horse travel into those for train travel, and soon the term “handbag” emerged to describe these new hand-held luggage bags. Indeed, many of the top names of today's handbags got their start as luggage makers (in contrast to the previously made purses and pouches which were made by dressmakers). For example, Hermes bags were founded in 1837 by Thierry Hermes, a harness and saddle maker, while Loius Vuitton was a luggage packer for the Parisian rich. Modern handbags still allude to luggage with their pockets, fastenings, frames, locks, and keys (Steele and Borrelli 1999).
1900-1920s: The Swinging Pochette and Egyptomania
Handbags in the early twentieth century became much more than just hand-held luggage. Women could choose from small reticules, Dorothy bags (now called dotty or marriage bags) with matching robes, muffs, and fitted leather bags with attached telescopic opera glass glasses es and foldin folding g fans. fans. Workin Working g women women often often used used larger larger handba handbags, gs, such such as the Boulevard bag, leather shopping bags, and even briefcases which could be worn around the shoulder (Wilcox 1999). Handbags also included folders for the newly invented pound
note which replaced the gold sovereign in 1914 (Foster 1982).
After WWI, and as more activities and travel opportunities became available for women, the long constricting layers and rigid corseting disappeared. Perhaps the most important development during this period was the “pochette,” a type of handle-less clutch, often decorated with dazzling geometric and jazz motifs, which women would tuck under their arms to give them an air of nonchalant youth. Rules for color coordination grew lax and novelty bags, such as doll bags, which were dressed exactly like the wearer, became popular. The discovery of King Tutankhamun’s tomb in 1923 inspired Egyptomania and purses began to reflect exotic motifs (Wilcox 1999).
1930s: Art Deco
By the 1930s, most of the bags used today had been invented, including the classic handbag which had a handles and a clasp frame, the clutch (a variation of the pochette), the satchel, and the shoulder bag. The 1930 bag reflected the Art Deco style which highlighted abstraction and celebrated new industrial materials, such as plastic and zippers (Wilcox 1999).
1940s: WWII and the Rise of Shoulder Bags
The war saw the smooth contours of the 1930s fashion change to a more military look.
Bags Bags became became larger larger,, square squarer, r, and more more practi practical cal,, reflec reflectin ting g a desire desire to appear appear selfselfsufficient. As zippers, mirrors, and leather became scarce, designers turned to wood or plastic for frames and employed new synthetics such as rayon. The drawstring bag reappeared and was often homemade. Bags in Great Britain were made both to carry gas masks and to match an outfit. In France and America, as more women entered the workforce, they turned to shoulder bags (Foster 1982). After the war, the shoulder bag was relegated to country and travel features until its revival in the 1970s (Wilcox 1999).
1950s: Handbags Reach Cult Status
The post war economic boon of the 1950s catapulted handbags into cult status. Major designers such as Vuitton, Hermes, and Channel enjoyed a culture where accessorizing and color coordinating were held to an almost moral standard. In addition, Christian Dior’s new style, introduced in 1947, emphasized long skirts and tiny waists. As the antithesis of the military style, this new look signaled a new decade of femininity where a very small bag implied beauty and sophistication. The tiny handbag, like Cinderella’s tiny shoe, represented femininity and submission. Indeed, a woman holding a smaller handbag sends a different sexual message than a woman carrying a huge shoulder bag (Steele and Borrelli 1999).
1960s-1970s: The Rise of the Youth Culture
During the 1960s, rules of “appropriate” dress relaxed in response to the women’s’
movement and the rise of the youth culture. As the rules of correct dressing began to breakdown, the narrow long clutch was one of the earliest types of handbags to make the transition into the age of informality and youth fashion because it had always been thought suitable for a youthful look. The small and dainty shoulder bag with long chains or thin straps also began to dominate because it kept with informal child-like qualities of the miniskirt (Steele and Borrelli 1999). Such handbags highlighted the 1960 “swinging” fashion that was in stark contrast to the posed 1950s models.
Influenced by young travels to India in the late 1960s, larger satchels and fabric shoulder bags began to be popular. As opposed to machine-made goods, Afghan coats and bags, patchwork and embroidery, and former army shoulder bags also became popular (Wilcox 1999). In less than a decade, individual expression became popular and psychedelic patterns and later “flower power” introduced a romantic and ethnic look to fashion. By the end end of the the 19 1970 70s, s, slun slung g shou should lder er bags bags retu return rned ed with with lots lots of bu buck ckle less and and zipp zipper ers, s, suggesting that women were equipped for anything in the new age of feminism (Steele and Borrelli 1999).
1980s-1990s: Conspicuous Consumption and the Unisex Bag
The 1980s' handbags became associated with conspicuous consumption--and for the first time, a concern with health and fitness sports bags and shoes were an additional group of acces accessor sories ies that that influe influenc nced ed high high fashio fashion. n. In additi addition, on, as techno technolog logy y introd introduce uced d the calculator and filofax, work bags were designed for order and control. In 1985, Miuccia
Prada introduced the black nylon knapsack that become the first totally unisex bag, and it remains ubiquitous. One of the brightest stars of the 1980s was the rise of Vera Bradley's classic quilted handbag that reached sales of over $1million in just three years. By the early 1990s, small designer bags with giant Hs and CCs were all over London and New York, and only the trained eye could tell the real from the fake (Steele and Borrelli 1999). Twenty-First Century: Anything Goes...Even a "Man Purse"
Handbags are currently made in a bewildering array of styles and materials, such as waterproof canvas, space age synthetics, and faux reptile skins. Designers continue to play with the paradoxes inherent in the handbag with transparent materials that both expose and conceal the contents of the bag. And handbags, which for so long had been associated with the feminine are now becoming more popular with men. Both the modern man and woman can strap on or sling over a hands-free bag and go.
CHAPTER- III
COMPANY PROFILE ANNA GROUPS
Anna Group. A multi product, multi market, multi crore success story that began in 1968,
evol evolve ved d as a comp compan any y devo devote ted d to the the manu manufa fact ctur uree of Alum Alumin iniu ium m vess vessel els, s, into into a multidimensional giant with interests in various fields ranging from textiles to spices. Anna Group, where quality is the buzz word, has built success; and success has opened new vistas of exciting challenges. Anna Aluminium products span the entire range of household and commercial needs, and have won the ISI mark for superior quality. Made from aluminium of 99.5% purity, these products have conquered the domestic market, as well as a sizeable export market in the Gulf, Africa and the U.S.A. Exclusive showrooms through out Kerala and a wide retail network carry the ‘ANNA’ hallmark of quality from the citie citiess to even even the most most far flung flung villag villagee in Keral Kerala. a. ANNA ANNA GROUP GROUP-ex -expan pandin ding g poss possibi ibilit lities ies From From fast fast sellin selling g Alumin Aluminium ium utensi utensils ls to much-i much-in-d n-dema emand nd anodiz anodized ed aluminium extrusions, ANNA GROUP expands its possibilities.Aluminium sheets are manu manufa fact ctur ured ed at the the comp compan any’ y’ss stat statee-of of-t -the he-a -art rt fact factor ory y and and snap snappe ped d up by the the construction industry. More Mo re than than thre threee deca decade dess ago, ago, in 19 1968 68,, when when Mr. Mr. M.C. M.C.Ja Jaco cob b foun founde ded d the the Anna Anna Aluminium Company, he made a break with the past. Belonging to an affluent family of plantation owners, he ventured into the risky world of manufacturing industry and hoped for the best, while working very hard to make his maiden venture a success. Today the Group is involved in the manufacture of Aluminium sheets, Circles, Vessels and Utensils from aluminium ingots, Spices, Fabrics, Garments and Marine exports etc. The 'ANNA '
range of vessels and utensils are highly popular in the domestic market and in the MiddleEast, U.S.A, Africa and Australia Anna Aluminium
Established in 1968 at Kizhakkambalam, Anna Aluminium Company is the flagship company of the Anna Group. It is engaged in the manufacture of Aluminium sheets, circles, vessels and utensils from 99.5% pure Aluminium Ingots. Its ‘CHAKSON’ range of packaged products, which includes Pressure Cooker, Milk Boiler, Thermal Cooker, Compact Idli Cooker etc. are highly popular in the S.Indian market. It is presently the only manufacturer with ISI Certificate for its vessels in Kerala.
KITEX
Anna Group’s Textile unit, KITEX LIMITED was established in 1975. The Company is engaged in the production of fabrics made of Cotton and other blends; Grey Cloth, Bedsheets and Lungies. Through the years, the company has carved a niche for itself in this highly competitive industry with its tradition of world class quality for its products.
The Kitex range of garments, fabrics and textiles include dress materials and traditional wear like- Lungies and Dhoties. The Kitex range of garments manufactured in the multicrore factory is a popular brand that is recognized not just within India, but abroad too, catering to the fashion conscious markets across the world. Made from 100% combed cotton, Kitex Bed Sheets are suitable for all climates and comes in a variety of shades and designs. Experience the warmth of smoothing nights that caresses your dream and lull yourself into relaxing sleep, night after night with Kitex.
SARA SPICES
Sara Spices is the condiment producing unit of the Anna Group. It is involved in the production and exporting of Curry powders, Whole Spices, etc. for the past two decades. Since its inception in the year 1976, Sara Spices have come a long way, tingling the palates of gourmets the world over with its delicious range of Spices and Masala powders.
Sara Spices and curry powders are known for its high standards of quality and hygiene and has won accolades at home as well as abroad.It was awarded the AGMARK, the hallmark of quality in India. Sara curry powders include Jeera, Cardamom, Ginger, Turmeric, Red Chilly and Coriander. A wide range of masala powder are also available under this brand; which include Meat masala, Sambar powder, Rasam powder, Fish
masala, Idli Chutney, Garam masala, Pickle mix, Chicken masala, Vegetable masala, Chana masala, Pav Bhaji masala, Biriyani masala and Vindaloo masala
Sara Spices, a sister concern of the trusted Kerala household name of Anna Aluminium, is in its silver jubilee year. The group founder Mr. M.C. Jacob named the company after his maternal aunt who always used to encourage him in his endeavors. When the company was inaugurated by the then Chief Minister of Kerala, Mr. P.K.Vasudevan Nair, there were few other curry powder manufacturers in the state. Now there are more than 250 different curry powder units of varying sizes. But the uniqueness of Saras lies in the fact that it has stood by the commitment to non-adulteration and high quality, as a crowning point of which the company retained the Agmark certification of Government of India all these years since inception.
As the curry powder revolution was spearheaded in Kerala 25 years back by Saras, so it is quite logical that Saras is again the first to bring out RTC gravies and RTE foods in traditional Kerala style. As the pace of life quickened with more ladies going for work, the traditional culinary art had to give way to easier methods. The highly convenient mixed spice powders took root in Kerala in the last few years. The avant-garde RTC / RTE technology makes cooking further simple and is sure to catch on in the market just as the curry powders did a few years ago. As RTE and RTC products, a wide variety of traditional Kerala food items will be available shortly on sale throughout Kerala. It is hoped that this silver jubilee gift from Saras will be well received by Keralites.
Acclaimed for the highest standards of quality, Sara Whole Spices and Curry Powders have been approved by :
•
FOOD AND DRUG ADMINISTRATION (FDA) of USA.
•
AGMARK of INDIA.
•
RECOGNISED BY SPICES BOARD OF INDIA.
•
SPICE HOUSE CERTIFICATE
SCOO BEE DAY - The Prodigy in Bags
Scoobee Day is a pioneer in the branding of school bags in Kerala. The brand is from the Anna Group which is a major player in the textile and Aluminum products in the state.
School bag market is essentially dominated by the unorganized sector. Except for a few national brands like Duckback and Bata, most of the players are local manufacturers. During the early 2000, Anna group launched the brand Scoobee Day in the school bag segment. Scoobee Day quickly captured the attention of the kids. One of the reason for the quick attention and recall of the brand was the brand's phonetic resemblance to the popular comic character Scooby Doo. During the launch of Scoobee Day, Scooby Doo cartoons were a huge hit among kids. .
Scoobee Doo became a quick success through a very careful brand building process. The brand knew the pulse of the the target market and and the strategies were were bang on target. Scoo Bee Day was primarily targeting the young school children in the KG and Pre primary segment. This brand was built on the art of story telling. School bags are seasonal products . The consumers buy these products during May-June period. Mostly the parents let their kids choose the product since a new bag is definitely a motivation for kids to go to school.
Scoobee Day adopted the strategy of hooking the kids. The brand name itself was a hit and there was something more. The brand told a story. The hero of the story is the brand mascot - a Bee named Scoobee.
Scoobee Day is positioned as a kid's best friend. The brand all through its journey had told stories of how Scoobee Day helped the kids in distress , fighting those monsters who tried to attack the kids.
The brand also had the tagline " Scoobee Day en Changathi " ( in Malayalam) translated translated to Scoobee Day , MyFriend.
The brand told consistent stories which involved kids being chased by dragons and monsters and how Scoobee rescues the kids and tames the demons.
The jingle containing the tagline and the catchy stories of Scoobee helping the kids, made a very strong impression in the mind of the kids. Even my four year old child recites the jingle and is very familiar with thebrand.
The brand also ensured that it provided excellent value for money for the consumers. The bags are of very good quality and is very durable. So parents are not complaining for the premium paid for the brand.
To counter the price competition from the local players and cheap chinese imports, Scoobee Day is flooding the market with freebies along with the bag. Free offers include tiffin boxes, water bottles, pencil box etc. This year, the brand is offering pencil box, tiffin box, water bottle and a Scoobee mask.
Scoobee 's success is a classic example of brands built on story telling. The brand had a compelling story and it told the stories consistently . When entering a market dominated by unorganized players, the critical factor for success lies in differentiation. Scoobee Day differentiated itself from the rest through strong brand elements backed by product quality. Now Kerala market is flooded with branded school bags. But Scoobee had the first mover advantage. The brand had already created huge equity and brand recall among the consumers At the dawn of new millennium the new generation was presented with an innovative school bag from Kitex, the main offshoot of Anna Group. ScooBee Day bags are compactly designed with unique features that make it durable, colorful, comfortable and easy to carry. The bag features anti strain shoulder paddings and accupressure buds specially designed to minimize the strain on the back and shoulders. Race through the features and see your heart fall in love with ScooBee Day. Scoobee Day, from the house of Kitex has a wide range of School Bags which became an INSTANT hit, and scoobee became a close companion to all school going kids. With shoulder strap cushions and rear padding for added comfort, Scoobee Day bags come in various colour combinations. Using Ribstop fabric and Leakproof material Soobee day bags are attractively priced. The unique features include special pouch for water bottles, tiffin boxes and even a secret pocket.
Features:
• Made from imported Dineer Nylon for durability. • Shoulder strap cushion to prevent shoulder pain • Soft padding and accupressure buds on the rear side to cushion your back • Unique stitching using strong nylon threads • Quality zip with zip guard to prevent water leaking into the bag • Secret pocket to hold chocolate and money • 15 different color combinations • Special leak proof tiffin box pouch at attractive price • Bags for college and travel purposes also available
CHAPTER- IV
THEORITICAL BACKGROUND OF STUDY
MEANING OF MARKETING:
According to American Marketing Association, “Marketing includes all those activities having to do with effecting changes in the ownership and possession of
goods and services. It is that part of economics which deals with creation of time, place and possession utilities and those phases of business activity through human wants are satisfied by the exchange of goods and services for some valuable consideration”. According to United Kingdom of Marketing, ‘Marketing is the creative management function which promotes trade & employment by assessing consumer needs and initiating research and development to meet them; it co-ordinates the resources of production and distribution of goods and services and determines and directs the nature and scale of the total efforts efforts required to see maximum production to the ultimate ultimate user.” According to Professor Philip Kotler, “Marketing activity directed at satisfying needs and wants through exchange process.” The most basic concept underlying Marketing is that of human needs. A human need is a state of deprivation. Humans have many complex needs. These include basic physical needs for food, clothing, warmth and safety; social needs for belonging and affection and individual need for knowledge and self-expression. Demands are wants for specific products that are backed by an ability and willingness to buy them. Companies must therefore measure not only how many people want their product but, more important, how many would actually be willing and able to buy it.Wants are desires for specific satisfiers of these deeper needs. Marketers influence demands by making the product appropriate, attractive, affordable & easily available to target target consum consumers ers.. Theref Therefore ore,, Market Marketing ing means means workin working g with with market marketss to actua actualiz lizee
potential exchanges for the purpose of satisfying human needs & wants.When a need is not satisfied a person will do one of the two things, look for an object that will satisfy it or try to reduce the need. People in industrial societies may try to find or develop objects
that will satisfy satisfy their desires. People People choose products that provide provide the most satisfaction satisfaction for their money. When backed by buying power, wants become demands.A Product is anything that can be offered to a market to satisfy a need or want. However, the concept of product is not limited to physical objects – anything capable of satisfying a need can be called a Product.
MARKETING GOALS & OBJECTIVES .
Marketing & all other business functions must support the Organization’s miss missio ion n & go goal als, s, tran transl slat atin ing g thes thesee into into ob obje ject ctiv ives es with with spec specif ific ic qu quan anti tita tati tive ve measurements. For e.g., a firm’s goal is to increase return on investment might translate into a Marketing objective of a 15% increase in sales in the next fiscal year. Therefore, marketing objectives must be consistent with organizational goals. Marketing objectives must be expressed in clear, simple terms, so that All Marketing
personnel understand what type & level of performance is desired. In other words, a Market Marketing ing object objective ive should should be writte written n so that that its accomp accompli lishm shment ent can be measur measured ed accurately. In addition, Marketing Objectives should be expressed in terms of a unit measurement, such as sales volume, profitability per unit, percentage gain in market shares, sales per square foot, average customer purchase, percentage of customers in the firm’s target market who prefer its product or some other measurable achievements. Marketing objectives should be reconsidered for each planning period. Perhaps no strategy was found in previous planning period to meet the stated objectives. Perhaps some brilliant inspiration was found that propelled the firm beyond its objectives. In either case, realism demands that Marketing objectives be revised to remain consistent with the next edition of the Marketing plan. Marketing goals & objectives are formal statements of the desired & expected outcomes resulting from the Marketing plan. Goals are broad, simple statements of what is to be accomplished through the Marketing Strategy. The major function of goals is to guide guide the develo developme pment nt of object objective ivess & to provid providee direct direction ion for resour resource ce alloca allocatio tion n decisions.Marketing objectives are more specific & are essential to planning. Marketing objectives should be stated in quantitative nature of Marketing objectives makes easier to implement after the strategy has been developed. CONSUMER BEHAVIOUR- An Over View
Consumer Consumer behaviour behaviour is comparatively comparatively a new field of study which evolved evolved just after the Second World War. The sellers market has disappeared and buyers market has come up. This led to paradigm shift of the manufacturer’s attention from product to consumer and specially focused on the consumer behaviour. The evaluation of marketing concept from mere selling concept to consumeroriented marketing has resulted in buyer behaviour becoming an independent discip disciplin line. e. The growth growth of consum consumeri erism sm and consu consumer mer legisl legislati ation on emphas emphasize izess the import importanc ancee that that is given given to the consumer consumer.. Consum Consumer er behavi behaviour our is a study study of how individuals make decision to spend their available resources (time, money and effort) or consumption related aspects (What they buy? When they buy?, How they buy? etc.). The heterogeneity among people makes understanding consumer behaviour a challenging task to marketers. Hence marketers felt the need to obtain an in-depth knowledge of consumers buying behaviour. Finally this knowledge acted as an imperative tool in the hands of marketers to forecast the future buying behavior of customers and devise four marketing strategies in order to create long term customer relationship. 4.1
Consumer Be Behaviour
It is broadly the study of individuals, or organisations and the processes consumers use to search, select, use and dispose of products, services, experience, or ideas to satisfy needs and its impact on the consumer and society.
4.1. 4.1.1 1 Custo Custome mers rs vers versus us Consu Consume mers rs
The term ‘customer’ is specific in terms of brand, company, or shop. It refers to person who customarily or regularly purchases particular brand, purchases particular company’s product, or purchases from particular shop. Thus a person who shops at Bata Stores or who uses Raymonds clothing is a customer of these firms. Whereas the ‘consumer’ is a person who generally engages in the activities - search, select, use and dispose of products, services, experience, or ideas. 4.1. 4.1.2 2 Cons Consum umer er Mot Motiv ives es
Consumer has a motive for purchasing a particular product. Motive is a strong feeling, urge, instinct, desire or emotion that makes the buyer to make a decision to buy. Buying motives thus are defined as ‘those influences or considerations which provide the impulse to buy, induce action or determine choice in the purchase of goods or service. These motives are generally controlled by economic, social, psychological influences etc. 4.2 4.2
Moti Motive vess whic which h Infl Influe uenc ncee Purc Purcha hase se Dec Decis isio ion n
The buying motives may be classified into two: i. Product Motives ii. Patronage Motives 4.2. 4.2.1 1
Prod Produc uctt Mot Motiv ives es
Product motives may be defined as those impulses, desires and considerations which make the buyer purchase a product. These may still be classified on the basis of nature of satisfaction: a) Emotional Product Motives b) Rational Product Motives A)
Emotional Pr Product Mo Motives are those impulses which persuade the consumer on
the basis of his emotion. The buyer does not try to reason out or logically analyse the need for purchase. He makes a buying to satisfy pride, sense of ego, urge to initiate others, and his desire to be unique. B)
Rational Product Motives are defined as those impulses which arise on the basis
of logical analysis and proper evaluation. The buyer makes rational decision after chief evaluation of the purpose, alternatives available, available, cost benefit, and such valid reasons. 4.2. 4.2.2 2
Patr Patron onag agee Moti Motive vess
Patronage motives may be defined as consideration or impulses which persuade the buyer to patronage specific shops. Just like product motives patronage can also be grouped as emotional and rational. 4.2. 4.2.3 3 Emot Emotio iona nall Patr Patron onag agee Moti Motive vess thos thosee that that pers persua uade de a cust custom omer er to bu buy y from from
specific shops, without any logical reason behind this action. He may be subjective for shopping in his favourite place.
4.2. 4.2.4 4 Rati Ration onal al Patr Patron onag agee Moti Motive vess are are thos thosee whic which h aris arisee when when sele select ctin ing g a plac placee
depending on the buyer satisfaction that it offers a wide selection, it has latest models, offers good after-sales service etc. Knowledge of buyer motives of consumers is useful for marketers to anticipate market trends and formulate effective marketing strategies.
4.5 4.5
Need Need for for Stu Study dy of Cons Consum umer er Be Beha havi viou ourr
The study of consumer behaviour helps everybody as all are consumers. It is essential for mark market eter erss to un unde ders rsta tand nd cons consum umer erss to surv surviv ivee and and succ succee eed d in thes thesee comp compet etit itiv ivee marketing marketing environmen environment. t. The following following reasons highlight the importanc importancee of studying studying consumer behaviour as a discipline. 4.6
Imp Importance in in da day to to da day li life
Thee pu Th purp rpos osee of stud studyi ying ng a disc discip ipli line ne is to help help on ones esel elff to bett better er appr apprec ecia iate te its its contributions. The reason to study consumer behaviour is because of the role it plays in the lives of humans. Most of the free time is spent in the market place, shopping or engaging in other activities. The extra time is usually passed in knowing and thinking abou aboutt prod produc ucts ts and and serv servic ices es,, disc discus ussi sing ng with with frie friend ndss abou aboutt them them,, and and watc watchi hing ng advertisements related related to them. The usage of them significantly reveals our life styles. All these these reason reasonss sugges suggestt the need for study. study. Howeve However, r, the purpose purpose may be to attend attend immediate and tangible reasons.
4.7 4.7
Perti ertine nenc ncee to to Dec Deciision sion Makin aking g
Cons Consum umer er beha behavi viou ourr is said said to be an appl applie ied d disc discip ipli line ne as some some deci decisi sion onss are are significantly affected by their behaviour or expected actions. The two perspectives that seek application of its knowledge are micro and societal perspectives. The micro perspectives involve understanding consumer for the purpose of helping a firm or orga organi niza zati tion on to achi achiev evee its its ob obje ject ctiv ives es.. Th Thee peop people le invo involv lved ed in this this fiel field d try try to understand consumers in order to be more effective at their tasks. Whereas the societal or macro perspective applies knowledge of consumers to aggregate- level faced by mass or society as a whole. The behaviour of consumer has significant influence on the quality and level of the standard of living. 4.8 4.8
Orga Or gani nisa sati tion onal al Bu Buye yerr vers versus us Indiv Individ idua uall Bu Buye yerr
The obvious difference between industrial or institutional markets and consumer markets is that, instead of purchases being made for individual consumption industrial markets are made for business use. There are several factors that differentiate consumer markets and their buying behaviour from organizational market and their buying behaviour. The key factors of differentiation are: i Market Structure and Demand ii. Buyer Characteristics iii. Decision Process and Buying Patterns
i Market Structure and Demand : The distinguishing factors of market structure and
demand are as follows: In organizations buyers are more geographically concentrated than consumer markets. Organi Organisat sation ional al buy buyers ers are fewer fewer in number number but they they are bulk bulk buy buyers ers compar compared ed to individual buyers. Organisational buyer markets are either vertical or horizontal. In vertical structures they cater only one or two industries, whereas in horizontal structure the buyer base is too broad. Organsational demand is derived from consumer demand. The nature of the demand is fluctuational and inelastic. ii. Buyer Chararteri Chararteristics: stics: The distinguishing factors of buyer characteristics are as
follws: Many Many indi indivi vidu dual alss or grou group p invo involv lvem emen entt is seen seen in deci decisi sion on maki making ng proc proces ess. s. Organisational buyers are quite knowledgeable and professional. The buying motive is mostly rational than individual buyer. iii. Decision Process and Buying Patterns The major differences are as follows:
In organizational buying lot of formalities like proposals, quotations, procedures are to be followed unlike consumer buying.
Decision process is much complex with high financial risk, technical aspects, multiple influencing factors etc. Organizational buying requires more extensive negotiation over larger time period than consumer buying.
4.9
Black box model
ENVIRONMENTAL BUYER'S BLACK BOX FACTORS
Marketing
Environmental
BUYER'S RESPONSE
Buyer Decision Process
Stimuli
Product Price Place Promotion
Stimuli
Characteristics
Attitudes
Problem recognition
Product
choice
Motivation
Information search
Brand
choice
Perceptions
Alternative evaluation
Dealer
choice
Personality
Purchase decision
Purcha rchasse
timi timing ng
Lifestyle
Post-purchase behavior Purchase amount
Economic Technical Political Cultural
The black box model shows the interaction of stimuli, consumer characteristics, decision process and consumer responses. It can be distinguished between interpersonal stimuli (between people) or intrapersonal stimuli (within people). The black box model is related
to the black the black box theory of behaviorism, behaviorism, where the focus is not set on the processes inside a consumer, but the relation between the stimuli and the response of the consumer. The marketing stim stimul ulii are are plan planne ned d and and proc proces esse sed d by the the comp compan anie ies, s, where hereas as the the environmental stimulus are given by social factors, based on the economical, political and cult cultur ural al circ circum umst stan ance cess of a soci societ ety. y. Th Thee bu buye yers rs blac black k bo box x cont contai ains ns the the bu buye yer r characteristics characteristics and the decision process, which determines the buyers response. The black box model considers the buyers response as a result of a conscious, rational decision process, in which it is assumed that the buyer has recognized the problem. However, in reality many decisions are not made in awareness of a determined problem by the consumer. 4.9. 4.9.1 1 Infor Informa mati tion on sear search ch
Once the consumer has recognised a problem, they search for information on products and services that can solve that problem. Belch and Belch (2007) explain that consumers undertake both an internal (memory) and an external search. Sources of information include:
•
Personal sources
•
Commercial sources
•
Public sources
•
Personal experience
The relevant internal psychological process that is associated with information search is perception. Perception is defined as 'the process by which an individual receives, selects, organises, and interprets information to create a meaningful picture of the world' 4.9.2 4.9.2 The select selective ive per percep ceptio tion n pr proce ocess ss
Stage Description - Selective exposure consumers select which promotional messages they will expose themselves to. - Selective attention consumers select which promotional messages they will pay attention to - Selective comprehension consumer interpret messages in line with their beliefs, attitudes, motives and experiences - Selective retention consumers remember messages that are more meaningful or important to them The implications of this process help develop an effective promotional strategy, and select which sources of information are more effective for the brand. 4.9. 4.9.3 3 Infor Informa mati tion on eval evalua uati tion on
At this time the consumer compares the brands and products that are in their evoked set. How can the marketing organization increase the likelihood that their brand is part of the
consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are seeking and therefore which attributes are most important in terms of making a decision. 4.9. 4.9.4 4 Purc Purcha hase se deci decisi sion on
Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration. 4.9. 4.9.5 5 Postp Postpur urch chase ase eval evalua uati tion on
The EKB model was further developed by Rice (1993) which suggested there should be a feedback loop, Foxall (2005) further suggests the importance of the post purchase evaluation and that the post purchase evaluation is key due to its influences on future purchase patterns. 4.9. 4.9.6 6 Inter Interna nall infl influe uenc nces es
Consumer behavior is influenced by: demographics, psychographics (lifestyle), (lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feeling
4.10 4.10
CONSU ONSUME MER R BEHA BEHAV VIOR: IOR:
THE PSYCHOLOGY OF MARKETING
The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how
•
The psychology of how consumers think, feel, reason, and select between different alternatives (e.g., brands, products);
•
The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs, media);
•
The behavior of consumers while shopping or making other marketing decisions;
•
Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome;
•
How consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer; and
•
How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively reach the consumer.
One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Although it is not necessary to memorize this definition, it brings up some useful points:
•
Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of clothes a person wears) or an organization (people on the job make decisions as to which products the firm should use).
•
Consumer behavior involves the use and disposal of products as well as the study of how they are purchased. Product use is often of great interest to the marketer, because this may influence how a product is best positioned or how we can encourage encourage increased increased consumpti consumption. on. Since Since many environmen environmental tal problems problems result result from product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest.
•
Consumer behavior involves services and ideas as well as tangible products.
•
The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and economy.
There are four main applications of consumer behavior:
•
The most obvious is for marketing strategy —i.e., for making better marketing campaigns. For example, by understanding that consumers are more receptive to food advertising when they are hungry, we learn to schedule snack advertisements late in the afternoon. By understanding that new products are usually initially adopted by a few consumers and only spread later, and then only gradually, to the rest of the population, we learn that (1) companies that introduce new products must be well financed so that they can stay afloat until their products become a commercial success and (2) it is important to please initial customers, since they will in turn influence many subsequent customers’ brand choices.
•
A second application is public policy. In the 1980s, Accutane, a near miracle cure for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken by pregnant women. Although physicians were instructed to warn their female patients of this, a number still became pregnant while taking the drug. To get consumers’ attention, the Federal Drug Administration (FDA) took the step of requiring that very graphic pictures of deformed babies be shown on the medicine containers.
•
Social marketing involves getting ideas across to consumers rather than selling
something. Marty Fishbein, a marketing professor, went on sabbatical to work for the Centers for Disease Control trying to reduce the incidence of transmission of
diseases through illegal drug use. The best solution, obviously, would be if we could get illegal drug users to stop. This, however, was deemed to be infeasible. It was also determined that the practice of sharing needles was too ingrained in the drug culture to be stopped. As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that encouraged the cleaning of needles in bleach before sharing them, a goal that was believed to be more realistic.
•
As a final benefit, studying consumer behavior should make us better consumers. Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In practice, however, you often pay a size premium by buying the larger quantity. In other words, in this case, knowing this fact will sensitize you to the need to check the unit cost labels to determine if you are really getting a bargain.
There are several units in the market that can be analyzed. Our main thrust in this course is the consumer . However, we will also need to analyze our own firm’s strengths and weaknesses and those of competing firms. Suppose, for example, that we make a product aimed at older consumers, a growing segment. A competing firm that targets babies, a shrinking market, is likely to consider repositioning toward our market. To assess a competing firm’s potential threat, we need to examine its assets (e.g., technology, patents, market knowledge, awareness of its brands) against pressures it faces from the market. Final Finally, ly, we need need to asses assesss condit condition ionss (the (the market marketing ing enviro environme nment) nt).. For exampl example, e,
although we may have developed a product that offers great appeal for consumers, a recession may cut demand dramatically.
In other words, “Consumer Behaviour refers to the the behaviour that consumers display display in searching for purchasing, using, evaluating, disposing off products and services that they expect will satisfy their wants.” According to Walters & Paul “Consumer behaviour is the process whereby individuals decide what, when, where, how and from whom to purchase goods and services”. Consumer may be defined as all the individuals and households that buy and acquire goods and services for personal consumption. Consumers differ in the age, income, income, taste and preference preference and educational educational levels levels and therefore therefore the marketers marketers should should identif identify y the differe different nt consum consumer er
groups groups and develo develop p produc products ts and servic services es
according to the needs of the consumers.
The term consumer behaviour refers to the behaviour that consumer’s display in searching for purchasing, using, evaluating and disposing of products and services that they expect will satisfy their needs. The study of consumer behavior is the study of how the individuals make decisions to spend their available resources (time, money, effort) on consumpti consumption on related items. It includes includes the study study of what they buy, why they buy, when they buy it, where they buy it and how they buy it and how often they use it.
IMPORTANCE OF CONSUMER BEHAVIOUR
1) Consumer behaviour is dynamic and changes continuously. According to the consumer tastes and preference. Therefore a study of to analyze, monitor and understand the consumer behaviour is very essential. essential.
2) Only by studying consumer behaviour a businessman can solve the problems faced by the consumers.
3) A study of consumer behaviour helps in effective marketing management. management.
4) Produc Productt decisi decision on regard regarding ing price, price, promot promotion ion and distr distribu ibutio tion n can be taken taken after after studying the consumer behaviour and how they react to the product.
5) In an Indian market where changes take place very often, where the government keeps on changing, it is essential to study the expectations of the consumer based on the changes.
6) Consum Consumer er behavi behaviour our study study helps helps a market marketer er in exploi exploitin ting g new opp opport ortuni unitie tiess and and meeting the challenges and requirements of an Indian consumer.
CONSUMER PERCEPTION:
Perception is the process by which individuals select, organize & interpret stimul stimulii into into meanin meaningfu gfull & cohere coherent nt pictur picturee of the world. world. Perce Percepti ption on has strat strategy egy implic implicati ations ons for market marketers ers,, becaus becausee consum consumer erss make make decisi decisions ons based based on what what they they perceive, rather than the basis of objective reality. The lowest level at which an individual can perceive a specific stimulus is that person’s absdute threshold.
Consumer’s selections of stimuli from the environment are based on the interaction of their expectations and motives with the stimulus itself. The principle of the select selective ive percep perceptio tion n includ includes es the follow following ing concep concepts; ts; select selective ive exposu exposure re,, select selective ive attention, perceptual defense and perceptual blocking.
Consumers organize their perceptions interest unified wholes according to the principles of Gestalt psychology. The interpretation of stimuli is highly subjective and is based on what the consumer expects to see in light of previous experience, on the number of plausible explanations he or she can envision, on motives and interest at time of perception, and on the clarity of the stimuli’s itself. Just as individuals have perceived images of themselves, they also have perceived images of the products and brands. The perceived image of a product or service is probably more important to its ultimate success than its actual physical characteristics products and services that are perceived favorably have many chances of being purchased them products or services with unfavorably or natural images. Consumer strategies for reducing perceived risk include increased information search, brand loyalty, buying a well known brand, buying from a reputable retailer, buying the most expensive brand and seeking reassurance in the form of money back, guarantees, warranties and free purchase trial. The concept of perceived risk has
products by incorporating risk reduction strategies in their new product promotional campaigns. CUSTOMER SATISFACTION.
Customer satisfaction suffices the customer. Customer visualizes, perceives and will will have have some some expe expect ctat atio ions ns befo before re maki making ng any any pu purc rcha hase se.. If the the prod produc uctt meet meetss customer’s expectations then he is satisfied. Customer will be satisfied when the product meets the basic needs set and therefore utility of a product is nothing but consumer’s estimation of products over all capacity to satisfy his needs.Customer satisfaction is a function of perceived performances and expectations.
Dissonance – reducing buying behavior
The customer might experience post purchase dissonance by noticing disquieting features of product or by hearing favorable things about other product. If performance of product does not satisfy perceived expectations, the customer is dissatisfied, where he develops dissonance.
Post purchase satisfaction.
When the customer is satisfied or delighted he will be dazzled. If the product matches the expectations of customer he is satisfied. The customer’s satisfaction is a function of
clos closen enes esss betw betwee een n the the bu buye yer’ r’ss prod produc uctt expe expect ctat atio ion n (E) (E) and and prod produc ucts ts perc percei eive ved d
performance (P)
S = f (E, P)
Post purchase actions
There is high probability of purchasing the product if the customer care satisfied. Marketers should take keen interest in handling customer’s dissatisfaction. Marketer’s job is to understand buyer’s behavior and aim at satisfying customers. The satisfied customers will have brand loyalty and strong affinity towards the product, so there is less scope of switching to other brands. Satisfaction can be used as gauge for measuring effectiveness of customer care of the organization. This increases the customer loyalty
CHAPTER V
ANALYSIS AND INTERPRETAION
The data collected from number of respondent through questionnaire were subject to various analysis . The sampling method adopted was convenience sampling . The data collected from respondent were first tabulated and percentage of that was found out .
BAR DIAGRAM
A basic form of diagrammatic representation is bar diagram . Bar diagram consist of a series of bars of equal width . The bar stand stand on a common base line with equal gap between one bar and another . The bars may be either horizontal or vertical .
But vertical bars are preferred as they give a better look and facilitate comparison . The bars are constructed in such a way that their lengths are proportional to the magnitude that they represent .
PIE-DIAGRAM
In pie-diagram different segments at a circle represent percentage contribution of different components to the total . This chart is very useful because it clearly bring out the relative importance of various components . Angle 360 represents 100% and the corresponding angles for each component can be found by multiplying 360 with the percentage of the component .
Table 5.1 Gender of the Respondents
Respondents
Yes
No
Male
50%
0%
Female
50%
0%
Source: Primary data Figure 5.1 Gender of the Respondents
Male Female 50%
50%
Inference:
Equal representation was given to male and female respondents. Table 5.2 Usage of Branded Bags
Respondents
Yes
No
Male
50%
0%
Female
50%
0%
Source: Primary data Figure 5.2 Usage of Branded Bags
Male Female 50%
50%
Inference:
From the table it was revealed that all the respondents are using branded items.
Table 5.3 Price of scoobee day bags in the bag market
Satisfaction Level
Male
Female
Highly Satisfied
14%
2%
Satisfied
46%
36%
Moderate
24%
18%
Dissatisfied
16%
24%
Highly
0%
0%
Dissatisfied Source: Primary data
Figure 5.3 Price of scoobee day bags in the bag market
50%
46%
45% 40%
36%
35% 30% 24%
25%
18%
20% 15%
14%
24%
Male Female
16%
10% 5%
2%
0% 0%
0% Highl ighly y
Inference:
Sati Satisf sfie ied d
Mode Moderrate
Diss Dissat atisf isfie ied d
Highl ighly y
Dissa issati tisf sfie ied d
Most of the respondents are satisfied with the price of the scoobee day bags.46 per cent of the male respondents and 36 per cent of the female respondents are satisfied with the price of the bags. Its interesting to state state that 16 per cent of the male respondents respondents and 24 per cent of the female respondents are not satisfied with the price of the product.
Table 5.4 The Quality of Scooby Day Bags
Satisfaction Level
Male
Female
Highly Satisfied
20%
10%
Satisfied
60%
50%
Moderate
20%
30%
Dissatisfied
0%
10%
Highly Dissatisfied
0%
0%
Source: Primary data
Figure 5.4 Quality of scoobee day bags in the bag market
60%
60%
50%
50% 40%
30%
30% 20% 10%
Male 20%
20%
Female
10%
10% 0%
0% Highl ighly y
Sati Satisf sfie ied d
Mode Moderrate ate
Dis Dissa sati tisf sfie ied d
0% 0% High ighly
Dissa issati tisf sfie ied d
Inference:
The table reveals that 60 per cent of the male respondents and 50 per cent of the female female respon responden dents ts were satis satisfie fied d with with the qualit quality y of the bags. bags. No one marke marked d as dissatisfied or highly highly dissatisfied. 20 per cent of the male respondents and and 10 per cent of the female respondents are highly satisfied with the quality. Table 5.5 Durability of ScooBee Day Bags
Satisfaction Level
Male
Female
Highly Satisfied
10%
6%
Satisfied
60%
60%
Moderate
26%
22%
Dissatisfied
2%
12%
Highly Dissatisfied
0%
0%
Source: Primary data
Figure 5.5 Durability of ScooBee Day Bags
60%60%
60% 50% 40% 30%
26% 22%
Male Female
20% 10%
12%
10% 6% 2%
0% Highly
S at is fied
Moderate
Dis s at isfied
0% 0% Highly
Inference:
60 per cent of the male and female respondents are satisfied with the durability of the bags. bags. 10 per cent of the male respondents and 6 per cent of of the female
respondents are highly satisfied satisfied with the durability of the bags. bags. But it is noted that 2 per cent of the male respondents and 12 per cent of the female respondents are dissatisfied with the durability of the product
Table 5.6 Availability of ScooBee Day Bags
Respondents
Yes
No
Male
50%
0%
Female
50%
0%
Source: Primary data Figure 5.6 Availability of ScooBee Day Bags
Male Female 50%
50%
Inference:
All respondents in the present study agreed about the availability of the bags.
Table 5.7 Alternative use of other Bags
Respondents
Yes
No
Male
05
45
Female
30
20
Source: Primary data Figure 5.7 Alternative use of other Bags
45% 45% 40% 30%
35% 30%
20%
25%
Male Female
20% 15% 10%
5%
5% 0%
Inference:
From the table it was revealed that the female respondents are using scoo bee day bags alternatively. alternatively. 30 per cent of the female female respondents are using using bags for alternative purpose where where as it was very low in male respondents. respondents. Only 5 per cent of the respondents are using this bags alternatively . Table 5.8 Selection criteria criteria of ScooBee Day Day Bags
Criteria
Male
Female
Popularity
24%
28%
Brand Name
36%
32%
Brand Image
28%
28%
Price
10%
6%
Any other
2%
6%
Source: Primary data
Figure 5.8 Selection criteria criteria of ScooBee Day Day Bags
40%
36%
35%
32% 28%
30% 25%
28%28%
24% Male
20%
Female
15% 10% 5% 0%
Inference:
10% 6%
6% 2%
The major part of the respondents are selecting the bag because of its brand name. 36 per cent of the male respondents and 32 per cent of the female respondents are selecting selecting the product on brand name. where as 28 per cent cent of the male and female respondents are giving preference to brand image.
Table 5.9 Source of information about ScooBee Day Bags
Source
Male
Female
Friends
24%
6%
Relatives
8%
24%
Advertisements
52%
48%
Dealers
8%
12%
Salesmen
8%
10%
Source: Primary data
Figure 5.9 Source of information about ScooBee Day Bags
60% 52% 48%
50% 40% 30%
Male 24%
24%
Female
20% 12% 10%
6%
8%
8%
8%
10%
0%
Inference:
The table shows that 52 per cent of the male respondents and 48 per cent of the female respondents respondents were got information information through advertisement. advertisement. This shows the influence of advertisement in purchasing behavior.
Table 5.10 Attractiveness of ScooBee Day Bags
Satisfaction Level
Male
Female
Highly Satisfied
24%
22%
Satisfied
62%
68%
Moderate
10%
10%
Dissatisfied
4%
0%
Highly Dissatisfied
0%
0%
Source: Primary data
Figure 5.10 Attractiveness of ScooBee Day Bags
68% 62%
70% 60% 50% 40% 30%
Male 24%22%
Female
20% 10%10%
10%
4%
0% Highly
Inference:
Sat is fied
Moderate
0%
Dis sa sat isfied
0% 0% Highly
62 per cent of the male respondents and 68 per cent of the female respondents are opinioned that the Scoo Bee day bags are attractive. attractive. 24 per cent of the male male respondents and 22 per cent of the female respondents are highly satisfied with the attractiveness of the bags. But 4 per cent of the male respondents are not satisfied with with this parameter.
Table 5.11 Service of ScooBee Day Bags retailers retailers
Satisfaction Level
Male
Female
Highly Satisfied
40%
38%
Satisfied
52%
60%
Moderate
6%
2%
Dissatisfied
2%
0%
Highly Dissatisfied
0%
0%
Source: Primary data
Figure 5.11 Service of ScooBee Day Bags retailers retailers
60%
60%
52% 50% 40%
40%38%
30%
Male Female
20% 10%
6% 2%
2%
0% Highly
Sat is fied
Moderate
0%
Dis sa sat isfied
0% 0% Highly
Inference:
The table reveals that 52 per cent of the male respondents and 60 per cent of the female female respondents respondents are satisfied satisfied with the service service of scoo bee day retailers retailers.. 40 per cent of the male respondents and 38 per cent of the female respondents are highly satisfied with the service service of the retailers. retailers. But 2 per cent of the male respondents respondents are dis satisfied with the service.
Table 5.12 Design of ScooBee Day Bags
Satisfaction Level
Male
Female
Highly Satisfied
66%
55%
Satisfied
32%
42%
Moderate
2%
3%
Dissatisfied
0%
0%
Highly Dissatisfied
0%
0%
Source: Primary data
Figure 5.12 Design of ScooBee Day Bags
70%
66%
60%
55%
50%
42%
40% 32%
Male
30%
Female
20% 10%
2% 3%
0% Highly
Inference:
S at is fied
Moderate
0% 0% Dis s at isfied
0% 0% Highly
The table reveals that 66 per cent of the male respondents and 55 per cent of the female respondents respondents are highly satisfied satisfied with the design of the bags. bags. No respondents are dissatisfied with the design.
Table 5.13 Shoulder Strain Reduction capacity of ScooBee Day Bags
Satisfaction Level
Male
Female
Highly Satisfied
53%
42%
Satisfied
32%
36%
Moderate
10%
12%
Dissatisfied
5%
6%
Highly Dissatisfied
0%
4%
Source: Primary data Figure 5.13
Shoulder Strain Reduction capacity of ScooBee Day Bags
60%
53%
50% 42% 40%
36% 32%
30%
Male Female
20% 12% 10%
10%
5% 6%
0% Highly
4% 0%
S at is fied
Moderate
Diss at at is fified
Highly
Inference:
From the table it was clear that 53 per cent of the male respondents and 42 per cent of the female respondents are highly satisfied with shoulder strain reduction. Where as 5 per cent of the male respondents respondents and 6 per cent of the female respondents are dissatisfied with the shoulder strain reduction capacity of the bags.
Table 5.14 Quality of material used in ScooBee Day Bags
Satisfaction Level
Male
Female
Highly Satisfied
82%
75%
Satisfied
12%
16%
Moderate
6%
9%
Dissatisfied
0%
0%
Highly Dissatisfied
0%
0%
Source: Primary data
Figure 5.14 Quality of material used in ScooBee Day Bags
90% 80%
82% 75%
70% 60% 50% Male
40%
Female
30% 16% 12%
20%
6%
10%
9% 0% 0%
0% Highly
Sat is fied
Moderate
Dis sa sat isfied
0% 0% Highly
Inference:
From the table it was revealed that 82 per cent of the male respondents and 75 per cent of the female respondents highly satisfied with the quality of materials used for scoo bee day bags. No respondents are are marked as dissatisfied. dissatisfied. Table 5.15 Recommend to others about ScooBee Day Bags
Respondents
Yes
No
Male
50%
0%
Female
50%
0%
Source: Primary data Figure 5.15 Recommend to others about ScooBee Day Bags
0% No
0% Female Male 50%
Yes
50%
Inference
All respondents are are ready to recommend this this bags to other customers. customers. This shows their trust and satisfaction level of customers.
CHAPTER- VI
FINDINGS, SUGGESTIONS & CONCLUSION
FINDINGS
This study revealed that all the the respondents are using using branded items.
Most of the respondents are satisfied with the price of the scoobee day bags.46 per cent of the male respondents and 36 per cent of the female respondents are satisfied with with the price of the bags. bags. Its interesting interesting to state that 16 per cent of the male respondents and 24 per cent of the female respondents are not satisfied with the price of the product
60 per cent of the male respondents and 50 per cent of the female respondents were were satisf satisfied ied with the quality quality of the bags. bags. No one marke marked d as dissati dissatisfi sfied ed or highly highly dissatisfi dissatisfied. ed. 20 per cent of the male responden respondents ts and 10 per cent of the female respondents are highly satisfied with the quality.
60 per cent of the male and female respondents are satisfied with the durability of the bags. bags. 10 per cent cent of the male respon responden dents ts and 6 per cent of the female female respondents are highly satisfied satisfied with the durability durability of the bags. But it is noted that 2 per cent of the male respondents and 12 per cent of the female respondents are dissatisfied with the durability of the product .
All respondents in the present study agreed about the availability of the bags.
The study was revealed that the female respondents are using scoo bee day bags alternatively. 30 per cent of the female respondents respondents are using bags for alternative alternative purpose purpose where as it was very low in male male respondents respondents.. Only 5 per cent of the respondents are using this bags alternatively.
The major part of the respondents are selecting the bag because of its brand name name.. 36 per per cent cent of the the male male resp respon onde dent ntss and and 32 per per cent cent of the the fema female le respondents are selecting selecting the product product on brand name. where as 28 per per cent of the male and female respondents are giving preference to brand image.
52 per cent of the male respondents and 48 per cent of the female respondents were were got informa informatio tion n throug through h advert advertise isemen ment. t.
This This shows shows the influenc influencee of
advertisement in purchasing behavior.
62 per cent of the male respondents and 68 per cent of the female respondents are opinioned opinioned that that the Scoo Scoo Bee Bee day bags bags are attract attractive. ive.
24 per cent cent of the male
respondents and 22 per cent of the female respondents are highly satisfied with the attractiveness of the bags. bags. But 4 per cent of the male respondents are not satisfied satisfied with this parameter.
52 per cent of the male respondents and 60 per cent of the female respondents are satis satisfie fied d with with the servic servicee of scoo bee day retail retailers ers..
40 per cent of the male male
respondents and 38 per cent of the female respondents are highly satisfied with the service service of the retailers. retailers. But 2 per cent of the male respondents respondents are dis satisfie satisfied d with the service.
66 per cent of the male respondents and 55 per cent of the female respondents are highly satisfied with with the design of the bags. No respondents are dissatisfied dissatisfied with the design.
53 per cent of the male respondents and 42 per cent of the female respondents are highly highly satisfied satisfied with shoulder shoulder strain reductio reduction. n. Where Where as 5 per cent of the male respondents and 6 per cent of the female respondents are dissatisfied with the shoulder strain reduction capacity capacity of the bags.
82 per cent of the male respondents and 75 per cent of the female respondents highly highly satisfied satisfied with the quality quality of material materialss used for scoo bee day bags. bags. No respondents are marked as dissatisfied.
All respondents are ready to recommend this bags bags to other customers. This shows their trust and satisfaction satisfaction level of customers.
SUGGESTIONS:
•
Suitable pricing strategies should be formed to attract more and more customers.
•
The company should retain the quality of materials and it should be well informed to the customer in time.
•
As the company offers a durable product it should be properly communicated among customers. It may help to attract prospective customers. customers.
•
If company promotes the alternative use of bags more customers can be attracted. So company should take necessary steps to redesign the product.
•
The company has to to retain the brand image of the product. product. Any how the company company succeeded to propagate the brand image.
•
The company has to give advertisement consistently to retain all customers and to invite prospective customers.
•
More incentives and offers should be given to retailers to create morale towards the company.
•
If company conducts some proficiency test or offers any scholarship in school leve level, l, it may may attr attrac actt the the atte attent ntio ion n of more more stud studen ents ts and and pare parent nts. s.
And And this this
programmes should be well propagated through visual medias and news papers.
CONCLUSION
‘ A Study of customer satisfaction for school bags – a case study of Kitex Limited’ is revealed that the level on customer satisfaction . Most of the customers are satisfied with the price of Scoobee day bags . The influence of advertisement advertisement occupies a vital role in purchasing Scoobee day bags . It increases the purchasing power of the customers , through trust and satisfaction level of
customers . The investigation tries to found out the level of customer satisfaction and awareness about the Scoobee day bags in the society . The result will show the effectiveness of Scoobee day bags among the customers All of the the objectives satisfy the effectiveness effectiveness of Scoobee day day bags in society .
