borosil glassware
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CONTENTS
Particulars
1 INTRODUCTION
Introduction
Statement of problem
Objective of study
Methodology
Scope of study
Limitations of study
2 CONSUMER PURCAHSE STRATEGY
3 COMPANY PROFILE
4 PRODUCT PROFILE
MARKETING MIX
CONSUMER PROFILE
5 SURVEY ANALYSIS
6 SUGGESTIONS & CONCLUSIONS
ANNEXURE
QUESTIONNAIRE
BIBLIOGRAPHY
CONSUMER ATTITUDE TOWARDS BOROSIL GLASS WARE
Chapter 1
INTRODUCTION
Introduction
Statement of problem
Objective of study
Methodology
Scope of study
Limitations of study
INTRODUCTION
Gone are the days where people were to use the mud vessels made
from soil, due to continuous change technology and taste and preferences
of people the vessels which were used in home were taking new and new
alloy we had studied in history about civilization where the people use
vessels of soil, metals especially iron. In recent common people used the
vessels of stainless steel, brass and copper.
Because due to lot of revolution and innovations were takes place
glass vessels are also taken its place in kitchen for cooking and serving
today the `A’ class people use the glassware because its costs high. There
are four types of glassware its
Carafe tea set, cup & Saucers
GLASSWARE
Cook & serve Bake and serve
Cooking vessels have mainly found in resent years that was made
by “BOROSILICATE” glass which won’t get any damage till 18000C so
it was used in kitchen though it was food grade quality.
Serving vessels have mainly well designed for purpose of serve the food
conveniently the bowls, trays, big spoons were come under it these are
made of common glass materials and not to be cooked because it will
brake by heat only.
Cooking Vessels Serving Vessels
Michelle Carafe - Tea set, cups & Saucers
Microwave Proof Carafe with Strainer- Piccolo
Nicole Carafe - Nostalgia
Flame Proof carafe - Tea set
Gourmet - Milk pot & sugar pot
Cook & Store - Salt & pepper set
Round Casserole - Accessories
Statement of problem:
Glassware being a low profile, low technology, consumer durables
has become more a necessity in Shimoga City due to changes, the
question is whether to buy or not to buy glassware does not arises here the
problem involves in choice regarding the brand of glassware to be
purchased and decision underlying there in like purchase bias, attributes
to be taken into account etc.
In the view of above factors, the study all consumer behaviour was
undertaken on the braded glass ware company `BOROSIL’. The problem
is stated as “A study on consumer attitude towards BOROSIL glassware”.
This study envisages to identify the factors, which influence consumer’s
buying behaviour with special reference taken fro the product Dealer
Ambika Traders.
Objective of study:
The main objectives of study on consumer attitude towards BOROSIL
glassware are :
to identify the influencing factors that are related to the demand and
buying behaviour motives and brand preference for BOROSIL in
Shimoga City.
to determine market share.
to study the socio-economic characteristic of consumers and the brands
selected by them.
to analyze customer satisfaction.
to study market potentiality
to identify post purchase feelings among consumers and find the
market share of BOROSIL.
to give suggestion to the manufacturers based on conclusion of study.
to project awareness level of existing brand.
Scope of study :
Though BOROSIL glassware are sold and used throughout world, the
scope is restricted to Shimoga City only.
This is intended to know about potential market for BOROSIL glassware
in Shimoga City, which influence consumer to buy particular brand.
Methodology:
To start the with it was decided to collect data directly from the
respondents who are users and no users of BOROSIL glass were in
Shimoga City. Accordingly questionnaire was prepared, data collected
and analysed to arrive at conclusions. The previous criteria adopted and
procedure followed have been discussed in following sections.
Sampling procedure:
As in evident in studies as this, it is not able to take into
consideration the entire population. Therefore, the sampling to be
restored to, However, the sample should be represent the cross structure
of the population.
Tools for data collections :
A non distinguished structural questionnaire was designed with
questions pertaining of attributes and semantic scales.
The questionnaire consisting of a section for personal identification
of data common for users and non users and 2 sepa––rates sections for
users and non users is designed.
Limitations:
This study is confined to Shimoga City only.
This study deals exclusively with domestic consumer survey. The
manufacturers and dealers are not considered.
Due to time constraints, the sample is limited to 50.
Chapter – 2
CONSUMERS PURCHASE STRATEGY
Back ground of the study
Consumer behaviour
Purchase strategy
Determents of consumer behaviour
Decision process
CONSUMERS PURCHASE STRATEGY
Back ground of the study:
Shimoga is one of fast growing city of Karnataka with number of
cities in small size concentrated and it includes villages also provide a
good economic scenario.
As such, consumer goods, evolution is sweeping the country, and
Shimoga having a large and modern society is no exception to it.
It is encourages in a country like this one, and before it actually
happened in last few years, most people would have considered it
improbable. The figures regarding the like in production of glassware
goods during the past 2 years are unbelievable.
Such growth rates have not been matched by any sector of the
economy, whether agriculture, basic industry or anything else, and tell the
clear story of the consumer finally making himself felt in market place.
While the economy grows less than 5% the annual growth in demand for
most consumer goods now varies between 10 to 20% of glassware some
time even more. The growth number has been matched by a growth in
range of goods on offer. The market also gained in sophistication and
variety. One can see the new consumer new in both the kinds of goods
being bought as well as the speed with wheels they are been acquired.
There have been great changes in lifestyles that underlies the explosion in
the market for consumer goods as in glassware.
Market demand for these commodities has therefore 2 components
a replacement demand for that part of the population which already owns
them and an original demand from the remaining proportion of the
population which does not own them as get. When a durable goods is
first introduced all demand for it is original demand when it has been
established for a long time all the demand is replacement demand.
Glassware is consumer durable product glassware is a same for
moving air to new trend, glassware are used in system for cooking,
serving and microware utensils and also used by industries and in
laboratories also because these BOROSIL glassware don’t get any
damage is any degree or any temperature.
Consumer behaviour :
New products are constantly been introduced into the economy and
consumer respond by buying those which fill a need or want often
reducing purchases of the older substitutes products in the process.
Regardless of how great may be in the
Increase in population
Consumer standard of living
Consumer saving rate
Consumer expenditure rate
“The one product demand is declining”
Vice a versa
“The another product demand is increasing”
Thus, the business executives desires answer to many questions :
1. What product or products is the customer buying?
2. What motivates the consumer actually to make purchase?
3. How does he approach the buying problem?
4. What information does he want before making a specific decision why
does the consumer select a given brand of product in preference of
another apparently of equal quality?
5. What does he patronize a given retail store in preference to any one of
several competitors? “and many others”.
According a great deal of effort is being made by marketing executives
about the consumer:
Who they are
Their purchasing Where they are located Habit
Attitudes Consumer Their incomestudy
Their Their needs Consumption Motivation and pattern
Desires
Its rapidly becoming :
“A truism that marketing being with the consumer and ends with
the consumer”.
Consumer “A consumer is an individual who purchase or has the
capacity to purchase, goods and services offered for sale by marketing
institutions in order to satisfy personnel or house hold needs, wants or
desires”.
Consumer behaviour : is the process where by individuals decide
whether, what, when, where, how and from whom to purchase goods and
services.
Purchase strategy :
When action as buyers, individuals have just are purpose that
purpose is the satisfaction of their desire by obtaining goods and services.
The problems associated with acquiring goods and services to sustain life
and so provide for some comforts face all consumers. Because the
solutions to these are metal to existence itself, they cannot be lift to
chance.
Consumer may make decision of purchase of products on certain
qualification.
Product - Brand, gurantee or warrantee, utility, price sales after
service etc.
Place – Nearby location, bigmalls, branded stores etc.
Time – On time available of goods and market is near by to
purchase or near the residence.
Manner of purchase – Cash, cheque, instalments, credit cards etc.
Determents of consumer behaviour :
It is not enough to know how the consumer acts in a market
situation, our primary interest is in why the consumer acts in a certain
manner.
The marketing manager is interested both the individuals internal
decision processes and the environmental influences on the individuals.
Therefore two broad types of consumer variables can be identified.
They are :
1. Variables that are internal to the individual.
2. Variables that are external to the individual.
The internal variables are called basic determinants because of their
important to the individuals decision process. The external variables are
called environmental determinants or influences.
Basic determinants :
The synthesis of basic determinants is a mental process. This
mental process is still not fully understood, but are so not know ho the
four determinants interact with one another’s. The totality of rates would
have no taste to the owner of a well in the desert, but the traveler dying of
thirst would be willing to pay dearly for a drink.
Environmental influence :
Consumers do not function in a vacuum. The individual is
continually influenced by his environment. There are 5 broad
determinants of consumer behaviours.
1. Family influences
2. Social influences
3. Business influences
4. Cultural influences and
5. Economic influences.
The basic determinants and environmental influences can be integrated
into a model of consumer behaviour purchase strategy is placed in center
of wheel because of its strategy importance in consumer behaviour.
The environmental factors are not controllable by the individual
consumer. The environmental exists a strong influence on individuals
who operates through his individual basic determents in actuality the
external environment cannot be separates from the individual.
Decision process :
Consumer behaviour is a dynamic decision process as the term
behaviour implies, the decision process begins when the consumer is
made aware of some deficiency in his assortment of goods. The
following figures shows a simplified schematic or process of consumer
activities when purchase goods and services.
BOROSIL Glass Work Limited was established in December 1962
in collaboration with coming glass works of U.S.A. to manufacture
borosilicate low expansion glass – a type of glass so special that it
requires melting temperatures as high as 16250C and a technology so
sophisticated that even today very few countries in the world possess it.
In December 1988, Corning divested its share holding to the Kheruka
group who have been a leading manufacturer of sheet glass in India since
1961.
Today, BOROSIL® manufactures extremely high quality Tubing,
Blown ware and Press ware using state of the art equipment. All
manufacturing processes of the glass manufacturing such as melting,
forming, shaping etc. are carried out in house, enabling built-in quality
checks at every stage. The spirit of growth and technical up gradation I a
continuous process making BOROSIL ® a world leader in specialty glass
with exports covering several countries in America, The British Isles,
Eastern Europe, Africa, Middle East and South Asia.
The ISO 9001:2000 certification is a proof of the high and
consistent standards of quality maintained by the company. BOROSIL®
glass has found use in over 2000 different products and applications, in
areas as diverse as Microbiology, Biotechnology, Photo Printing,
Laboratory ware, Solar Collectors, Process Systems, Lighting and
Consumer ware.
In the India laboratory ware segment, Borosil services the Research
and Development, Industrial, Healthcare and the Educational segments of
the market and almost all leading Research and QC laboratories,
Institutions, Industrial and Healthcare laboratories are using BOROSIL ®
brand products.
Gujarat Borosil Ltd (GBL) is the first and only manufacturer of solar
glass in India. It has established a 150 ton per day low iron patterned glass
furnace for the manufacture of high transmission glass used in the solar
industry. The manufacturing unit comprises top of the line European
equipment. Customers of this product include leading solar module
manufacturing companies worldwide. This plant is the first and only of its
kind in India, and has been developed specifically for the fast growing
solar industry.
BOROSIL: Market leader for laboratory glassware and microwavable
kitchenware in India.
Leading laboratory and microwavable glassware maker in India since
1962
flameproof kitchenware, glass tumblers, lantern chimneys, solar thermal
systems
At our facility in Gujarat Borosil:
• We have been using rain water harvesting since 2003.
• 48% of all the electricity we consume comes from wind energy.
• All our guesthouses and colonies are supplied by water that is heated
using our own Borosolar water heating systems.
• Our other energy efficient measures include advanced waste heat
recovery systems and solar lighting.
• We also have an in house 9 hole par 36 golf course, which is maintained
using the water from our rain water harvesting efforts. And all the
greenery around ensures that the temperature in our facility is on average
2 degrees lower than the temperature outside.
• We not only meet Indian pollution norms, but conform to the stringent
EU pollution norms.
BOARD OF DIRECTORS
B. L. Kheruka - Executive Chairman
P. K. Kheruka - Vice Chairman & Managing Director
A. C. Dalal (Resigned w.e.f. 21.02.2011)
S. Bagai
K. V. Krishnamurthy
U. K. Mukhopadhyay
Shreevar Kheruka - Wholetime Director
V. Ramaswami - Wholetime Director
Dinesh N. Vaswani (Additional Director w.e.f. 17.03.2011)
COMPANY SECRETARY
C. Baptista
REGISTERED OFFICE
Khanna Construction House, 44, Dr. R. G. Thadani Marg,
Worli, Mumbai - 400 018.
ZONAL SALES OFFICES
403/404, Kaliandas Udyog Bhavan Premises,
Near Century Bazar, Worli, Mumbai - 400 025.
Dabriwala House, 10C, Middleton Row,
Kolkata - 700 071.
1st Floor, New No. 20, Old No. 9, Brahadammal Road,
Nungambakkam, Chennai – 600 034.
9/90, Connaught Circus, Madras Hotel Block, New Delhi - 110 001.
AUDITORS
Chaturvedi & Shah
Chartered Accountant
FINANCIAL RESULTS
(Rupees in lacs)
Year ended 31.03.2011 Year ended
31.03.2010
Gross Sales (Including Excise Duty) 11,978 9,109
Other Income 3,131 186
Profit/(Loss) for the year before Interest,
Depreciation and Extra Ordinary Items 1,781 (52)
Less: Interest 235 514
Less: Depreciation 82 170
Less: Extra Ordinary Items (Net) 78,423 (1,870)
Profit/(Loss) for the year before tax 79,887 (2,606)
Less: Provision for Income Tax 15,954 -
Less: Deferred Tax (Credit) (386) (126)
Less: MAT Credit entitlement (462) -
Less: Provision / (Written back)
of Income Tax of earlier years 1 (1)
Profit/(Loss) for the year 64,780 (2,479)
Add: Amount Transferred from
Revaluation Reserve 2,393 -
Add: Balance as per last year (767) 1,342
Add: Amount Transferred from General Reserve - 370
Less: Amount Transferred to General Reserve 6,500 -
Amount available for Appropriation 59,906 (767)
Appropriations
Interim Dividend on Equity Shares 991 -
Tax on above Dividend 165 -
Final Dividend on Equity Shares 595 -
Tax on above 96 -
Balance carried to Balance Sheet 58,059 (767)
DIVIDEND
The Company has already paid an interim dividend of Rs. 25/- per share
amounting to Rs.991 lacs. The Board of Directors
now recommend a final dividend of Rs.15/- per share for the year ended
31st March, 2011, making it a total dividend of
Rs.40/- on each Equity Share of Rs.10/- for the year under review
BOROSIL GLASS WORKS LIMITED
Regd. Office : Khanna Construction House 44, Dr.RG Thadani Marg, Worli,
Mumbai - 400 018
UNAUDITED FINANCIAL RESULTS FOR THE QUARTER & HALF
YEAR ENDED 30TH SEPTEMBER, 2011
Particulars
Quarter Ended Half Year EndedAccounting
Year Ended
30.09.2011 30.09.2010 30.09.2011 30.09.2010 31.03.2011
Unaudited Unaudited Unaudited Unaudited Audited
(Rs. in lacs)
1. Gross sales 1,890 1,580 3,210 2,906 7,013
Less: Excise duty recovered
138 121 233 211 518
Net Sales / Income from Operations
1,752 1,459 2,977 2,695 6,495
2. Other Income 185 134 219 169 270
3. Total Expenditure 1,462 1,193 2,433 2,238 5,467
(a)(Increase)/Decrease in Stock in Trade
(117) (44) (635) (229) 34
(b) Consumption of Raw materials
72 72 138 161 309
(c)Purchase of Finished Goods
328 210 618 407 917
(d) Power & Fuel 252 230 492 436 951
(e) Staff Cost 392 330 770 675 1,485
(f) Other Expenditure 535 395 1,050 788 1,771
4. Interest 67 79 132 157 298
5. Depreciation 96 98 192 196 398
6. Profit/(Loss) Before Extra-ordinary Items and taxes(1+2-3-4-5)
312 223 439 273 602
7. Extraordinary Items
a. Loss due to Flood - 351 - 351 351
b. Insurance claim received
- (324) - (324) (324)
8.Profit Before taxes(6-7)
312 196 439 246 575
9. Provision for Taxation
a. Income tax 58 9 106 13 39
b.Mat credit Entitlement
- - - - (35)
c. Fringe benefit tax 7 5 10 9 21
d. Deferred tax 18 40 13 57 149
10. Net Profit/(Loss) (8-9)
229 142 310 167 401
11. Paid-up Equity Share Capital
(Face value Rs. 10/- each)
343 343 343 343 343
12.Reserves excluding Revaluation Reserves
2,058
13.Basic and diluted EPS(Not Annualised)*
6.67* 4.13* 9.05* 4.86* 11.69
14.Aggregate of Public Shareholding
No of Shares 1,810,028 1,866,898 1,810,028 1,866,898 1,866,898
Percentage of Shareholding
52.78 54.44 52.78 54.44 54.44
REPORTING OF SEGMENT-WISE REVENUE, RESULTS AND CAPITAL EMPLOYED
30.09.2011 30.06.2010 30.09.2011 30.06.2010 31.03.2011
Unaudited Unaudited Unaudited Unaudited Audited
(Rs. in lacs)
1. Segment Revenue
a. Scientificware 1,178 975 1,957 1,746 4,506
b. Consumerware 511 460 937 895 1,883
c. Others 63 24 83 54 106
Total 1,752 1,459 2,977 2,695 6,495
Less : Inter Segment Revenue
- - - - -
Net Sales / Income from Operations
1,752 1,459 2,977 2,695 6,495
2. Segment Results :
a. Scientificware 312 267 617 425 1,251
b. Consumerware 142 118 252 283 320
c. Others 16 7 21 16 31
Total 470 392 890 724 1,602
Less :
(i) Interest 67 79 132 157 298
(ii)
Other unallocable expenditure net of unallocable income
91 117 319 321 729
Total Profit / (Loss) Before Tax
312 196 439 246 575
Introduction :
Glassware is domestic as well as industrial appliance, but we can
get much focus on consumer domestic market.
Glassware is healthy because it doesn’t get brake in 16250C as
research says so many of metals get some particles loose up and mix-up
with food and cause deceases like aluminum vessels causes tuberculosis
(TB) and Indalium causes late time apralysis those glass ware preserve the
quality of food.
Important features :
Used for serve
Used for bake
Used for cook on microwave
Used as carafe etc.
Longer life
Healthy to eat
Doesn’t loose quality
Good looking
Not much cost
Strong grip handles and lids
Easy operation
Easy to watch as it is transparent
Heat and microwave resistant
Easy to handle.
Working of glassware :
Glassware can be used as we used the other vessels only carafe can
be used on stoves and other vessels like bake items used in microwave the
some items may be used is stove and on also microwave oven its works as
other vessels works those other vessels were not to be able to put is
microwave this Borosil items were only but put as usual we have cook
food we cook food in borosil.
Different models of glassware :
Microwave Proof Carafe With Strainer
Available in
1.0 L, 1.2 L, 1.5 L
Michelle Carafe
Available in
0.8 L , 1.25 L
Nichole Carafe
Available in
1.5 L
Flame Proof Carafe
Available in
1.5 L
Piccolo
Available in
1.0 L, 1.2 L, 1.5 L
Nostalgia
Available in
0.8 L , 1.25 L
Tea Set
Available in
1.5 L
Milk Pot & Sugar Pot
Available in
1.5 L
Tumblers
Available in
Different Shape, Different Capacity
Bowls
Available in
Different Shape, Different Capacity
Vases
Available in
Single Shape, Single Capacity
Salt & Pepper Set
Available in
1.0 L, 1.5 L,2.0 L
Round Casserole
Available in
0.7 L , 1.0 L, 1.5 L
Fluted Dish
Available in
2.2 L , 4.0 L
Square Dish
Available in
1.6 L, 0.8 L
Gourmet
Available in
1.0 L, 1.5 L,2.0 L
Set of 2 Gourmet
Bowls
MARKETING MIX
Marketing is the heartbeat of all marketing activities. It is a system
created by society for the purpose of supplying the goods and services
essential for the desired standard of living marketing has gaining much
importance in resent years.
Concept of marketing mix :
In marketing planning, we use marketing information to assess the
situation to select a specific mix-marketing mix is formulated to
encounter various dynamics of market. Important among the various
significant aspects of marketing strategy is marketing mix.
Marketing mix is divided into 4 tools called four P’s they are
product, price, place and promotion.
Marketing Mix
Product Price Promotion Place
Product Mix :
Product mix is the basic marketing mix product is the tangible offer
by the company to customers. Product includes quality, design, feature,
branding and packing.
In this regard, in Shimoga City, the various dealers of glassware
such as Borosil, eagle, Milton, has succeeded by creating a good demand
in Shimoga City.
Price Mix :
Product should perform to the expectation of the customers. Only
then, customer will be satisfied of the worth of product. A product has to
be worth for the price claimed. If the price is not commensurate with the
product worth, the consumer may very to buy the product.
In case of glassware in Davnagere City, the prices are not
satisfactory when compared other vessels such as Indalium, steel, copper,
vessels etc.
Place Mix :
Marking the product accessible for purchase is another step in
marketing. It is directly dependent on the target consumer and the
company perception of marketing. The mot common roots used by the
dealers here includes Advertising, sales promotion, Public relations, and
direct on line marketing.
PROMOTION STRATEGY :
a. Advertising :
Advertising is defined as any paid form of non-personal
presentation and promotion of goods and services or ideas by an
identified sponsor. In Shimoga City it has played a very important role in
promoting the sales of glassware.
It deals with efforts undertaken to increase and improve demand
and sales of the products of the firm of the company.
Advertising is one of the major promotional tools. The company
explains the uniqueness and advertising of the product to the customer
through salesman’s, distributors, dealer’s etc.
Advertisement in newspaper, television, magazines etc plays an
important role in the field of promotion. People are attracted towards the
particular product through advertisements.
MARKET SHARE OF VARIOUS BRANDS GLASSWARE :
The success of the firm can be measured in terms of its products,
market share in comparison with the competitive products. Market share
serves as `an indication to examine the effectiveness of a firm’s marketing
strategy.
It is necessary for the firm to have knowledge of the market
potential for the concerned product. Based n the market potential the
most effective marketing and promotional strategies can be formulated.
Market share of various brands of glassware in Shimoga :
Borosil 35%
Eagle 25%
Milton 20%
Others 20%
CONSUMER PROFILE
CONSUMER BEHAVIOUR :
“People in different parts of the world differe greatly in physical
appearance, dress, manners, ideals, religion, culture, education,
occupation patterns etc. differences also arise from difference in natural r
physical environment. Besides there are bound to be differences in the
economic status of people at various palces at various places”.
A person’s occupation, life style, economic circumstances, will
greatly effect product choice. People’s economic circumstances consist of
their spendable income, saving and assets borrowing power and attitude
towards spending versus saving. Other demographic aspects like nature
of family, size of the family education and sub culture have an influence
on the goods and services brought.
PURCHASE DECISION :
The purchase decision is the stage in which the consumer has to
take a decision regarding the product the brand, price to be paid, purchase
basis, source of purchase etc. the decision evaluation stage leads the
consumer to rank objects in the choice set. He or she will form a purchase
intention. The consumer forms a purchase intention on the basis of such
factors as expected family income expected price, and expected benefits
from the product.
There is no particular sequence, which a consumer follows in his
purchase decision. He might decide on the product to be purchased first
and then the store from where it is to be purchased. The brand of the
product to be purchased may be decided upon subject to its availability in
a particular store.
BUYING MOTIVES :
In an effort to provide a framework for the analysis of consumer
Behaviour and motivation, attempts have been made to distinguish certain
types of buying motives. Thus, those influences that lead a customer to
choose one product in preference to another are called “product motives”.
Where as the considerations that cause him to buy at a particular retail
store are called “patronage” motives. There are a great many reasons why
consumers choose the retail outlets that they do. For some people price is
very important factor in making his choice other persons may knowingly
by pass the store with the lowest price, and choose an outlet has a
reputation for rending unusually good services or for carrying particular
quality of merchandise. In addition, these motives have been further
classified according to whether the influences and considerations are
“emotional” in nature or “Rational”.
Some of the emotional motives are :
1. Emulation, which is the tendency to imitate others.
2. Conformity or the desires to be like others.
3. Individuality or distinctiveness.
4. The desire for comfort.
5. The desire for pleasure and recreation.
6. Ambition pride and the desire for prestige.
Rational Motives on the other hand are usually designed as follows :
1. Economy in purchase and operation
2. Efficiency in operations
3. Dependability in use and in quality
4. Durability of the product
5. Convenience in use of the product
6. Money gain or the enhancement of earnings.
The consumer acts as he does automatically and rather inflexibility
from force of habit. Impulsive buying does take place, but primarily with
fairly equivalent products, small purchase, or an occasional luxury, that is
in situations when it is not really important. No doubt, consumer
behaviour could be made more effective through greater deliberation and
planning of purchase but limitation of time, energy and similar factors
appear to preclude this possibility.
SOURCES OF INFORMATION AND BRAND AWARENESS :
A consumer with a need or desire may or may not search for more
information. If the consumer drive is strong and well defined gratification
object is near at hand, the consumer’s need may simply be stormed in
memory. The consumer may undertake no further search, some further
search and some further search of very active search for information
bearing on the need.
Of key interest are the major information sources of the consumer
will turn to and to relative influence each will have an the purchase
decision consumer information sources fall into 4 groups :
1. Personal sources family, friends, neighbors)
2. Commercial sources (advertising, salesmen, dealers)
3. Public sources (mass media)
4. Experimental sources (handling, examining, using the product).
The relative influence of these information sources various with the
product category and information and the buyer’s characteristics.
Generally speaking, the consumer receives the most information exposure
about a product from commercial sources i.e. market dominated sources.
The most effective exposures, however, tend to come from personnel
sources. Each type of sources may perform somewhat different function
in influencing the buying decision.
Commercial information normally performs an informing function
and personal sources perform a legitimizing or evaluating function. As a
result of gathering information, the consumer increases his or her
awareness of the available brands and their features.
Moreover, a consumer’s behaviour is strongly influenced by social
factors such as the consumer’s reference groups, family and social roles
and status. The fabric of a given society is woven from many threads of
interpersonal relationship. These interpersonal relationships have a direct
or indirect influence on the person’s attributes or behaviour.
ADVERTISING EFFECTIVENESS :
Promotion of all effects the wants, motives, perceptions and
attitudes of consumers. Further more individuals who have the affect by
advertising in turn influence other individual through reference groups.
Advertising, in origin and intention, is a form of promotional
activity, and probably a necessary part of the marketing process in a
modern mass production economy, advertising has become part of our
everyday life. We may not always like it. We may regard much of it as a
calculated insult to our intelligence we may distressed its impact on our
family spending pattern and suspect that it uses us more than we use it but
it is here to stay for the foreseeable future. Modern economic may not
function without it and even consumer’s organizations rely on it. Much of
the advertising is aimed at the retailer as well as at the final consumer.
Inspite of the criticisms leveled against advertising its importance
in marketing has been growing.
POST PURCHASE FEELINGS :
After purchasing the product the consumer will experience some
level of satisfaction or dis-satisfaction. The consumer will also engage in
port purchase actions of interest to the market. The marketer’s job
doesn’t end when the product is bought but continues into the post
purchase period.
The answer to the question what determines whether the buyers is
highly satisfied, somewhat satisfied, somewhat dis-satisfied or highly dis-
satisfied with purchase lies in the relationship between the consumer’s
expectations and the products perceived performance. If the product
matches expectations, the consumer is satisfied, if it exceeds them, the
consumer is highly satisfied, if it falls short, the consumer is dis-satisfied.
The consumer’s satisfaction or dis-satisfaction with the products
will feed back on subsequent behaviour. If the consumer is satisfied then
he or she will exhibit their higher probability of purchasing product on the
next occasion. The satisfied consumer will above tend to say good things
about the products to others.
CHAPTER – 7
SURVEY ANALYSIS
Consumer Attitude :
Consumer behaviour is a comparatively new field of study. It is the
attempt to understand consumer’s role in the buying action. It has
assumed growing importance under market oriented or customer oriented
marketing management. Consumers are the makers of fortune of
business. Understanding consumer is the crucial task. It is an attempt to
predict the consumer reaction in the role of buying. Present survey in
conducted to ascertain the “consumer attitude towards Borosil glassware”.
50 respondents are selected for the purpose of this study. The
respondents selected include both users and non-users of Borosil
glassware.
Analysis has been made with reference to consumer profile,
purchase decision, buying behaviour and motives, brands awareness,
advertising effectiveness and post-purchase feelings of consumers.
This analysis aims at identification of the factors, which influence
consumer’s buying behaviour and brand preference for glassware.
TABLE – 7.1 : RATIO OF USERS TO NON-USERS OF GLASSWARE
BOROSIL
No.of
respondents
Percentage
Users 35 70
Non users 15 30
Total 50 100
The above table shows the ratio of users to non users of glassware
among the respondents. 35 respondents accounting for 70% of the total
number of respondents are users of glassware, which emphasis the fact
that glassware are becoming a necessity among consumer in Shimoga
City, but 30% of people not using Borosil glassware by some or other
reasons.
TABLE – 7.2 : OCCUPATION OF RESPONDENTS
Occupation No.of respondents Percentage
Users Non-users
Services 5 2 14
Businessmen 17 3 40
Housewife 1 1 4
Students 10 7 34
Agriculturist 1 1 4
Not indicated 1 1 4
Total 35 15 100
The above table shows the ratio of different occupation of people
and in them users and non users, here 40% of people were businessmen in
which accounting of 20 in them 17 are users and 3 are non users as
continue 2nd place comes to students where it covers 34% accounting to
16 where are users. This comes as services where 14% accounting to 7
respondent where 5 are users and 2 are non users ratio of other were
agriculturists, housewives and others were 4% commonly were 50:50
users and non users.
5
2
17
3
1 1
10
7
1 1 1 1
0
2
4
6
8
10
12
14
16
18P
ER
CE
NT
AG
E
Service
s
Business
men
Housewife
Students
Agricultu
rist
Not indic
ated
CHART SHOWING OCCUPATION OF RESPONDENTS
Users Non-users
TABLE – 7.3 : RATIO OF INCOME OF RESPONDENTS
Income No.of respondents Percentage
Users Non-users
Below 7000 3 6 18
3000-7000 12 7 38
Above 7000 20 2 44
Here the purchase of Borosil as it is luxury item indicated earlier
most of above 7000 rupees income family were purchase Borosil and
medium class less than then and low class group were very low.
TABLE – 7.4 : EDUCATION LEVEL OF RESPONDENTS
Education level No.of respondents Percentage
Users Non-users
S.S.L.C. and Below 2 8 20
Graduate and below 29 6 70
Post-graduate 4 1 10
Here Borosil glassware was purchased most by high qualified
people about 80% of post graduate and 85% of graduate and 20% of
under graduate purchased Borosil glassware.
This shows clear picture that over educated prefer Borosil
glassware’s.
TABLE – 7.5 : RATIO OF DIFFERENT DEISGN OF GLASSWARE OF
BOROSIL
Ratio of Different design No.of
respondents
Percentage
Tea cup 15 42
Kettle 4 12
Cook & serve 5 15
Bake and serve 3 8
Trays 3 8
Microwave pot 5 15
Total 35 100
Here tea cups were most popular as 42% of people accounting to 15
respondents of 35 using this, after that cook and serve and microwave pot
are 15% popular and kettle at 4th place 12% of people like it bake and
serve, trays are at last place both are 8% popular.
It results that carafe is most used by people.
TABLE – 7.6 : RATIO OF USERS NUMBER OF GLASSWARE PURCHASED
BY INDIVIDUAL CUSTOMER
Items No.of
respondents
Percentage
One 9 25
Two 12 34
Above two 14 40
Total 35 100
Here main point is that the people who purchased more than two
were more in number that are 40% accountability of 14 out of 35 and two
articles of glassware were 12 people which leads to 35% and having only
one were 25% that accounts to a respondents.
This give conclusion about how popular is glassware in kitchen.
TABLE – 7.7 : SOURCE OR CHANNEL OR PLACE WHERE THE BOROSIL
GLASSWARE WERE PURCHASED
Place No.of
respondents
Percentage
Dealers 11 31
Retailers 12 34
Showroom 6 17
Secondhand 1 3
Internet 3 9
Malls 2 6
There it clearly indicates that most people about 34% were
purchase through unauthorized dealers or retailers which are very near to
there house and 2nd place come of company dealers where 31% were
come under this, showroom took third place where 6 out of 35 purchase
there, due to lack of knowledge only 9% people purchase through internet
and rich people or ‘A’ class people were who go at shopping malls gets
last place of 6% accounting to 2.
So it shows real picture of Indian economy about powerful retailing
in all sectors.
TABLE – 7.8 : RATIO OF USERS IN PRICE OF GLASSWARE BOROSIL
Price No.of
respondents
Percentage
High 7 20
Reasonable 23 65
Low 5 15
Total 35 100
Here most of people feel that though Borosil is good at quality the
price matches reasonable about 23 out of 35 leads to 65% in graph it
covers majority about 20% leads to 7 respondents feel it as high but they
feel Borosil catching the goodwill amount, but at last 15% people feel that
its cost low because of its attractiveness, because of different income
group the results always varies.
TABLE – 7.9 : REASONS OF NOT PURCAHSE OF BOROSIL GLASSWARE
Reasons No.of
respondents
Percentage
Never heard 3 21
High price 4 26
Not necessary 4 26
Hard to handle 2 13
No microwave oven 1 7
Others 1 7
Total 15 100
Here 26% of people give reasons for not purchase were two kind
one was high price another was not necessary but 215 of people never
heard because of advertisements failure, 13% accounts to 2 respondents
feel that they feel hard to handle may because of their physical structure,
7% of people fell that they have no microwave oven and same people tell
that other reasons. So the complete picture is to some of people were
using of metal vessels and some have give suggestions of to popular the
brand image.
TABLE – 7.10 : ADVERTISING MEDIA CREATING BRAND AWARENESS
IN THE RESPONDENTS OF GLASSWARE BOROSIL
Advertising media No.of
respondents
Percentage
News paper 6 17
Hoardings 5 14
Magazine 5 14
T.V. 6 17
All media 7 21
Others 6 17
Total 35 100
Many of respondents come to know about the brand through all
media 21% accounts to 7 people, 17% of people come to know about
newspaper, TV, others leads to 6 people and at last come through
hoardings and magazines leads to 5 people each matches 14% of its
scope.
CHAPTER – 8
SUGGESTIONS AND CONCLUSION
8.1. SUMMARY OF FINDINGS :
The study revealed that there is a great potential for the glassware
manufacturers in Shimoga glassware are almost a necessity in
Shimoga as shown by the study.
The study indicated that 40% of the respondents were business man
and 34% were students forming the majority among the users of
glassware. Therefore these two categories of consumers are the
potential buyers of glassware.
The study also revealed that the potential buyers of glassware are
graduates or post graduates. The glassware manufacturers should
therefore formulate their marketing strategy with this segment of
consumers in mind.
It is also clear from the study that most of the consumer families use to
or more glassware.
The study also indicates that consumers with higher income 7,000 and
above from the major segment of potential buyers of glassware.
The study reveals that people with own houses buy more number
glassware. This supports the inference that consumers owning houses
are the potential buyers of glassware.
It is evident from the study large families use more number of
glassware.
It is clear from the study that 34% of the glassware were purchased
from retailer and only 31% are purchased from dealers. Thus retailers
forms the main source of purchase for glassware.
The study also indicates that 80% of the glassware purchased on full
cash payment and only 17% on installment basis.
The study indicates that in the past the consumers were gained by
attributes like good performance, Guarantee period and special
discounts in the choice of a brand of glassware. It also reveals that
prospective consumers will be guided by attributes like choice of
colours, size, variety, lower consumption of fuel and better
performance. This increasing tendency on the part of consumers to go
in for variety glassware of is a result of introduction of varied designs
in glassware by manufacturers of Eagle, Milton, Borosil.
The study also indicates that consumer’s look for quality, and good
performance in glassware to whichever income group they belong.
The study reveals that 36% of the respondents were influenced by
advertisement, 32% of them were influenced by dealers and another
17% by friends and relatives in the choice of a brand of glassware.
From the responses of the consumers, it is clear that among the
consumers who were influenced by advertisements, Newspapers, TV
and Magazines created awareness regarding glassware brands in 70%
of the respondents.
The study indicates that the advertisements were effective because
they were impressive and appeared in many magazines, T.V.’s and
Newspapers repeatedly.
The study revealed that Borosil / glass enjoy the highest current market
share of 65% followed by Eagle and Milton.
8.2 SUGGESTIONS :
Based on the summary fo findings the following suggestions are
made to the manufacturers and dealers of Borosil glassware.
i. Target market :
There is a great potential in Shimoga for sales of Borosil glassware.
The manufacturers and dealers should concentrate on the consumers who
are mainly businessmen and those who are servicemen. The
manufacturers should formulate the marketing strategy keeping in mind
those consumers with monthly income exceeding Rs. 7000/- because they
are the major segment of potential buyers. Moreover,those consumers
living in own house form the potential market for glassware. Therefore
the manufacturers should keep in mind all the above factors while
formulating their promotional and other marketing policies. The
manufacturers can increase the sales of Table fans among consumers
living in rented house.
ii. Price :
The manufacturers are suggested to reduce the price Borosil /
glassware. Those consumers with monthly income of less than Rs. 3000/-
should also be brought within the market segment of users. Borosil is
popular only among the higher income groups, the prices should be
reduced in order to increase their market share.
iii. Dealers :
The dealers and retailers are the ultimate link between the
manufacturers and consumers. The manufacturers should increase their
distribution network by appointing more dealers. The dealers should be
given all assistance with regard to the sales of Borosil glassware. The
manufacturers of Borosil glassware increase their dealership network and
announce higher commissions to dealers in order to increase their market
share on par with others. The dealers should formulate their sales
strategy, keeping in view the target market mentioned above as they have
personal contact with consumers.
iv. Improvement in the product :
At the same time, quality of the borosil should be increased through
extensive research and development and reduce malfunctioning of borosil
glassware. The problems faced by the users of borosil glassware as
revealed by the study should be increased through research and
innovation.
The manufacturers of Eagle, Milton, Bone China, and others should
introduce varied designs. For instance, Eagle has introduced glass tea
flask. This is very much necessary to increase their market share
improvements should be made in the fans so that it consumes less fuel
without any reduction in the quality of performance.
v. Sales promotion :
Provision of installment facilities is not a very effective sales
promotional technique. Guarantee period and special discounts are the
more effective techniques to increase sales. The guarantee period should
be increased to 3 years to life time against manufacturing defect. The
provision of all these facilities is very important for the manufacturers in
order to maintain the goodwill of the past and present consumers. Further
the amount of discount provided during off seasons should be increased.
Dealers play the most important role in promoting sales of Borosil
Glassware. They should be given all assistance by the manufacturers like
display material, incentives in the form of extra commissions for higher
sales etc.
vi. Advertising :
Advertising is important as it increases awareness among
consumers. The glassware manufacturers should educate and inform the
public regarding the special features and the characteristics of the brands
manufactured by them. Prices, sizes and varieties available through
advertisements. The consumers should be persuaded to purchase a
particular brand of fan through advertisement. Advertisement copies
should be impressive and should be inserted in many magazines and
newspapers, especially in those locally published at the appropriate time.
They should appear atleast once a week during the summer season.
During off seasons advertisements should inform the public about the
discount offered. Brand differentiation should be created by emphasizing
distinctiveness of performance and quality.
The manufacturers of Eagle Borosil Milton and Bone China should
increase advertising in order to support dealer’s efforts in promoting the
sales of glassware. Advertisements should be made in T.V. as it proves to
be a very effective medium of advertising. The advertisements should be
made more impressive by using film stars as models to attract attention in
print and broadcast media.
It can be said that all the findings and suggestions based on the
study are reliable. It is hoped that the manufacturers and dealers of
glassware will formulate their marketing and promotional strategies on
the basis of the suggestions.
8.3. CONCLUSIONS :
The result of this survey shows that there exists enough potential
market for glassware in Shimoga City. And the respondents do stress on
product quality performance. The survey reveals that the consumers are
not so price sensitive, and quality is gradually assuming importance.
During the survey it was found that consumers opinion about the
performance of glassware is satisfactory.
Based on the survey, it can be concluded that Eagle, Milton and
Bone China are popular among the low economic grade consumers
belonging to various groups. Among the promotional activities, it can be
concluded that provision of installment facilities is not a very effective
sales promotional technique. Through survey, it can also be concluded
that personal experience, advertisement, friends and relatives and dealers
are the major influences on consumers.
QUESTIONNAIRE
Dear Sir/Madam,
I am very happy to introduce myself Tarun Kumar, studying final
year B.B.M. A.R.G. College, Shimoga. I have under taken a project work
“CONSUMER ATTITUDE TOWARDS BOROSIL GLASS WARE”
with special reference to AMBIKA TRADERS, Shimoga.
In this connections, I have prepared a questionnaire seeking
necessary information from you. Please spare your valuable time to fill
the following few questions and answer them with appropriate ones.
Thanking you,
Yours sincerely,
(Tarun Kumar)
QUESTIONNAIRE
(Please tick [ ] wherever applicable)
1. Name :
________________________________________________
2. Address :
________________________________________________
________________________________________________
________________________________________________
3. Occupation :
________________________________________________
4. Income :
a) Below Rs. 3000 b) Rs. 3000 – 7000c) 7000 & above
5. Qualification
a) S.S.L.C. & Below b) Graduate & below c) Post-graduate
6. Number of members in family
___________________________________
7. Is your house.
a) Rented b) Own
8. Have you own the glass ware
_____________________________________
9. If, yes what type of glass ware
a) Kettle d) Bake & serve
b) Tea cup e) Trays
c) Cook & serve f) Microwave pots
10. Number of glass ware in your house.
a) One b) Two c) Above two
11. Have you heard brand name BOROSIL
a) Yes b) No
12. Are you aware of above brands.
a) Eagle d) Yera
b) Bone china e) Cello
c) Milton f) Others
________________________
13. From where you purchase BOROSIL glass ware.
a) Dealers d) Second hand
b) Retailers e) Internet
c) Showroom f) Malls
14. Purchase basis
a) Cash payment b) Installment
15. Buying motives of BOROSIL than other glass ware
Motive Good Fair Poor
Price
Consumption of fuel
Designs
Weight
Guarantee
Performance
Discounts
Brand image
16. Price of BOROSIL glass ware ?
a) High b) Reasonable c) Low
17. Reasons for not purchasing.
a) Never heard d) Hard to handle
b) High price e) No microwave oven
c) Not necessary f) Others
________________________
18. Awareness of brand through
a) News paper d) Television
b) Hoardings e) All medias
c) Magazines f) Others
________________________
19. Any suggestions for improvement of BOROSIL glass ware.
______________________________________________________
___________
___________________________________________________________
______
BIBLIOGRAPHY
Marketing Management - Philip Kotler & Armstrong
Marketing research - D.D. Sharma
Research for Marketing - Paul E. Green
Decisions - Donald S. Tull.
- Gerald Albaum.
Consumer behaviour - David L. Loudon.
- Albert J. Della Bitta
Website - google.com
Borosil.com
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