A PROJECT REPORT ON

Factors Influencing Customers Patronage towards Interior Designing

(A Report submitted in Partial Fulfillment of the Requirements for the Degree of Master of
Business Administration in Pondicherry University)

Submitted by

KARTHIRAJ.T
(ENROLLMENT NO: 0213450029)

MBA IN RETAIL MANAGEMENT

Under the Guidance of

Mrs. S.Divyanshi MBA, MPhil(Mgt)
Visiting Faculty PULC

DIRECTORATE OF DISTANCE EDUCATION

PONDICHERRY UNIVERSITY
PONDICHERRY 605 014

(April-2015)
 CERTIFICATE OF THE GUIDE

This is to certify that the Project Work titled FACTORS INFLUENCING

CUSTOMERS PATRONAGE TOWARDS INTERIOR DESIGNING
Is a bonafide work of KARTHIRAJ.T Enrollment No: 0213450029 carried out in
partial fulfillment for the award of degree of MBA in RETAIL
MANAGEMENT of Pondicherry University under my guidance. This project
work is original and not submitted earlier for the award of any degree / diploma or
associate ship of any other University / Institution.

Signature of guide

Name and Official Address of the Guide

Place: Chennai
Date: Mrs. S.Divyanshi MBA, MPhil (Mgt)

1
 Declaration

I, KARTHIRAJ.T hereby declare that the Project Work titled

Factors Influencing Customers Patronage Towards Interior Designing is

the original work done by me and submitted to the Pondicherry University in
partial fulfillment of requirements for the award of Master of Business
Administration in RETAIL MANAGEMENT is a record of original work done
by me under the supervision of Mrs. S.Divyanshi MBA, MPhil(Mgt).

Enrollment No: 0213450029

Date:

Place: Chennai

Signature of the Student

T.KARTHIRAJ.

2
 ACKNOWLEDGEMENT

I hereby take this opportunity to thank all those people including my friends and
colleagues who have helped me for the successful completion of this project.

I would also like to thanks my entire faculty guide for the continuous support and
guidance they have rendered for the successful completion of this project.

My Special Thanks to Mrs. S.Divyanshi, Visiting Faculty of PULC Twinning

Institution for Supporting and Helping Me to Complete the Project Report.

I place on record my sincere gratitude to the Co-Ordinator of Pondicherry

University for the guidance and inspiring encouragement for the successful
completion of this project.

In the end a special thanks to all members who are directly or indirectly associated
with the project.

3
 Executive Summary

The Interior Designing field today is the most attractive and competitive field in India. Due to
the increase in the Disposable income in both rural and urban sector and easy loans provided by
banks, people doing interior designing in their places have got increased by 18% since the year
2008.

There are many interior designing companies came to existence including national level
recognized designers to local level recognized designers who are well capable of creating a
status symbol for their customers by providing them a good and quality interior design to their
places.

This report attempts to answer some of the questions regarding the customer preferences in
Chennai towards doing interior designing to their place by conducting a market research.

The Sample for the study is 100. The sampling technique used for the study is non-random
sampling. The purpose of this method is to make an explicit choice based on your own judgment
about exactly whom to include in your sample. When random sampling is not possible, then you
can choose this sampling method for studying how primary stakeholders are affected by a
project intervention. You might, alternatively, want a very specific perspective so you
purposefully seek certain people or groups. As with random sampling, from an M&E
perspective, the sample is needed to guide the use of information-collection methods.

4
FACTORS INFLUENCING CUSTOMERS PATRONAGE
TOWARDS INTERIOR DESIGNING

5
TABLE OF CONTENTS

Chapter No Title Page No

Acknowledgements 3
Executive Summary of the Report 4

1 Introduction & Design of the Study 8

1.1 Concept Introduction 9

1.2 Problem of the Study 10
1.3 Scope and Significance 11
1.4 Review of Study 13
1.5 Objectives of the Study 22
1.6 Research Methodology 23
1.7 Chapter Plan 25

2 Profile of the Industry 26

3 Logical Representation analysis of Primary and Secondary 30

Objectives

4 Summary of findings and conclusion 86

4.1 Findings 87
4.2 Recommendations 91
4.3 Conclusion 92

6
5. Bibliography 93

6. Questionnaire 94

7
 CHAPTER 1

INTRODUCTION AND DESIGN OF STUDY

8
 CHAPTER 1

1. INTRODUCTION AND DESIGN OF STUDY

1.1.CONCEPT INTRODUCTION :

The society of today has evolved to a consumption society and peoples lives have become
continuously evolving projects. Today, a huge trend in personalized homes can be identified
which express the importance that the homes express the identity of the residents. This together
with that the Swedish market for home decoration has increased by 64% during the last decade
makes it an interesting area to investigate. Based from these findings, the purpose of this thesis
is to investigate the connection between consumption of interior products and identity. The
method approach used for this research is of a qualitative nature, and three different focus
groups have been conducted. To increase the response rate several in-depth interviews were also
conducted. This has contributed to the empirical findings, which connected to the literature
review has led to the analysis and conclusions of this research. The conclusions that were found
reveal several strong connections between consumption of interior products and identity. In the
process of decorating one's home the identity will inevitably shine through, much due to
personal preferences that reflects the identity. Further, people seem to believe that others form
judgments based on their home decoration, which also affects the connections between the
identity and consumption of interior products.

Today, people wants a functional dwelling place which also looks good. At the same time, space
comes at a premium and it must be designed well so that maximum functions can be done from
constricted quarters. These trends have given a boost to trained interior designers.

A direct consequence of the affluence that has resulted in the past few years is that people want
better looking homes, and within rooms, maximum convenience and ease. If earlier, people
were content to use a design to satisfy the needs of urban planning laws, now they want well-

9
designed functional units. Space has, in any case, become constricted at least in the cities, so
that everyone wants more from what is available. The need for designing has also become great
because telephones, computer and television have become common, and there must be proper
space for these. No longer are houses made by just putting a few rooms together. Aspects like
natural heat and light must also be considered.

A good brand and quality of work with splendid designs attracts the customers towards doing
interior designing for their places, and helps them in choosing the brands and materials without
any fear and confusion.

1.2.PROBLEM OF STUDY:

Post liberalization, Indian market is full of not only Indian product but also imported goods.
This is very much true in the case of interior designing product. These days customer have so
many options not only in the product, range and design but also in terms of brands. So the study
tries to find out what is the most important factor influencing consumer decision making process
in case of interior designing product. The study tries to focus on the criteria that in which the
consumer gives more important while selecting the product for interior designing.

10
1.3.SCOPE AND SIGNIFICANCE:

1.3.1.SCOPE:
We try to study the broad area of scope for interior designers and customers doing interior
design. Earlier architects would do all the design work, both exteriors and interiors themselves.
Of late people have become more conscious of the design, layout and placement of their
interiors, for offices, factories as well as residences. This has opened the door for a large number
of professional interior designers. Most of the customer requires design to be done for a
particular area. For example, some may require commercial design, while others require
residential design and landscape designing. Still others requirement may be focusing on
particular rooms, such as kitchens or baths. With a clients tastes, needs, and budget in mind,
interior designers prepare drawings and specifications for non-load-bearing interior
construction, this includes choice and decoration of walls, floors, roofs, choice and placement of
furniture and other indoor objects, window treatments and other indoor objects, lighting and
control of visual and sound effects. And the customers also can choose what brands, designs,
colors, etc., they want.
Interior Designer should be aware of the change in trends and keep up with the latest styles.
Interior designing as a course has become popular in the last few years in India.

1.3.2.SIGNIFICANCE:
Interior design is not just about the looks of the buildings interior. Well, it is but it also plays
the key role in its functionality because even the largest house can lack space if having a poor
interior design, while a tiny apartment can be transformed into a cosy residence with enough
space for just about everything with the right design and the use of a contemporary staircase.
Yes, interior design is much more important than it may seem at a first glance and can be easily
compared with the importance of architecture, at least when it comes to interior. Hiring an
interior designer is therefore more than just a good idea if building a new house or
remodelling/renovating the existing one.

11
The houses interior must be aesthetically appealing and practical at the same time. However,
what is aesthetically appealing such as a beautiful Blinds or great looking modern boiler
stoves depends greatly on whom you ask because everyone has different needs and lifestyle. As
a result, the standard architectural plans rarely meet the clients needs completely. With an aim
to save money for an interior designer and modifications of the architects plan, many people
make the crucial mistake by accepting the offered plan even if they would prefer for the toilet to
be separated from your bathroom or perhaps create a smaller living room to gain enough space
for a home office for example. And when they realize that they are serving the house instead of
vice versa, they spend even more money for alterations than they would if hiring an interior
designer when starting the project.

It is often difficult to decide which interior design meets your needs and lifestyle the most
because most designs usually do not show the need for improvements or alterations until you are
actually using them. However, an interior designer will help you avoid finding yourself with a
newly built or renovated house that could have been done better because all interior designers
are trained to help their clients choose a design according to their lifestyle. But they do not only
take care of the layout but they also help you choose the right decor, lightning, paint colour, etc.
depending on what you want to leave over to an expert and how much you can afford to spend
on the project.
Unfortunately, the best interior designers are not inexpensive but it is far more expensive to tear
down the walls or build new ones a year or two after completion of the project. However, if you
know exactly what you need, you can design your homes interior by yourself and ask an
architect to make it realisable. Another great idea which will help you reduce the costs for an
interior designer as well as to avoid finding yourself unsatisfied with the results of your project
is to hire an interior designer only for the key works such as layout and take care of the easier
part of interior design yourself. Think about it but take plenty of time before you make your
final decision because the interior of your home should not only look good but also needs to be
functional.
This study specially helps us to understand the customers behavior, customers preference,
customers brand preference, customers patronage, and factors influencing the customers in
choosing the interior designers, designs and products.

12
1.4.BRIEF REVIEW OF STUDY:

No longer do people want to live in ordinary houses. Today, everybody wants a functional
dwelling place which also looks good. At the same time, space comes at a premium and it must
be designed well so that maximum functions can be done from constricted quarters.
These trends have given a boost to trained interior designers.

A direct consequence of the affluence that has resulted in the past few years is that people want
better looking homes, and within rooms, maximum convenience and ease. If earlier, people
were content to use a design to satisfy the needs of urban planning laws, now they want well-
designed functional units. Space has, in any case, become constricted at least in the cities, so
that everyone wants more from what is available. The need for designing has also become great
because telephones, computer and television have become common, and there must be proper
space for these. No longer are houses made by just putting a few rooms together. Aspects like
natural heat and light must also be considered.

A trained interior designer can achieve these things for any space. Spaces are transformed by
applying just a little thought. The services of interior designers are, therefore, much in demand,
and are expected to improve further in the near future. Some people want homes made on the
lines of traditional science, like the Vaastu Shastra, which is considered beneficial for those
living in such houses. A person trained in these things will find much work. However, interior
designing is not about designing interiors only, an interior designer must have the knowledge of
various materials available and the latest practices in the trade.

A good brand and quality of work with splendid designs attracts the customers towards doing
interior designing for their places, and helps them in choosing the brands and materials without
any fear and confusion.

13
1.4.1.BRIEF REVIEW OF STUDY:

This chapter contains theories that investigates and connects the concepts of identity and
consumption. It aims to present existing literature of the subjects as well as provide definitions
and an overview of the topics.

1.4.2. Identity :

The identity of a human is what defines him or her as unique. It can be defined in two ways,
either by self-definition or as defined by others. Since identity consists of many different
characteristics it is a constantly developing process throughout life (Hammarn, Johansson
2007). Belk (1988) uses the terms "self concept," "sense of self," and "identity" as synonyms for
how a person subjectively perceives who he or she is. What constitutes the self is a subjective
judgment and something that constantly changes over time and therefore there cannot exist a
standardized definition of what is included in the self (Ahuvia 2005, Belk 1988). The self-
concept can in turn be divided into two parts, the ideal self and the actual self. The concept of
how a person wish to be perceived is referred to as the ideal self whereas the more realistic
assessment a person holds or lack refers to the actual self. Most cultures agree on that the self is
also divided into a public self, a more outer self and a private, more inner self. (Solomon et al.
2010). This is expressed more deeply, by Sedlovskaya et al. (2013), who states that people have
different degrees of the public and private self, whereas some are more public than private.
Furthermore, they argue that the more comfortable people are in a public context, the smaller
the distinction between the public and private self is, and the person therefore reveals a more
authentic self.

1.4.3. Self-categorization:

Relating to the self-concept is the self-categorization theory, which states that the self-concept
rarely occurs only on objective criterions, but rests heavily on the comparisons between the self
and others in the social environment. The self-categorization theory describes how an individual
will perceive the group identity of people and how and why the individual wants to belong with

14
that group. This supports the theory that there is a public identity as well as a Chapter 2 8
private (Reynolds et al. 2010). Schmitt et al. (2006) claims that there are several levels of
identity activated by the social context and by including both the own self and other selves in
the near social group, individuals self-categorize themselves. The individuals compares
themselves to others within the group or with the group as a whole, and whether or not the
social context encourages self-construction, there will be consequences for the individual. This
determines whether or not the individual will be accepted within the group, or how they can
adjust to do so (Schmitt et al. 2006). Reid (2012) explain that the group enable the individual
with meaning, how to act and perceive other social contexts. Further, he states that the self-
categorization theory explains why group members act of their own social agreement or
disagreement (Reid 2012). The self-categorization theory also states, according to Reid et al.
(2009), that actions carried out by representatives of the collective identity will have a direct
influence on each individual. The collective self-definition is also superior to the individual self-
definition, underpinning the importance of social influence. However, the closer the individuals
self-definition is to the collective self-definition, the more influence that individual will have
over the entire group. The core idea of self-categorization theory is that people represent social
categories, which depending on their context maximizes clarity, showing both similarities and
differences within the group (Reid et al. 2009).

1.4.4. Extended self :

Belk (1988) suggests that the most basic and powerful fact of consumer behavior is that we are
what we have. This means that our possessions sometimes are considered as parts of ourselves,
regardless if it is intentionally or not. Belk continues by expressing the strong importance of our
possessions for shaping our identity, by referring to that people is even buried with their
possessions, which has been a ritual for at least 60,000 years. Solomon et al. (2010) provides an
explanation of how consumption of products contributes to the development of the identity by
comparing it with how an actor plays a role. In order for the actor to play a certain role

15
convincingly there are different tools they can use, e.g. a stage setting or adequate props.
Likewise, a consumer learns that by using different products as props they can help to enhance
the different roles they play. The products and external objects the consumers use to define their
roles become so important and strongly attached that they become parts of the extended self
(Solomon et al. 2010). According to Mittal (2006) the possessions can define a person because
of two main reasons. Firstly, people spend so much time with their possessions, sometimes their
whole life, that they therefore become viewed as Literature review 9 a part of the person.
Secondly, the possessions are used in order to display the person's identity for others to see who
that person is. Belk (1988) expresses that it is when people learn how to put the new product
into use that the product really becomes a part of the extended self. The product can therefore be
seen as a part of the extended self, even though it might be a temporary or intangible product,
since it is the actual use of the product that creates a relationship between the consumer and the
product. Peoples possessions can help to define the self and function as a reminder of who the
person is (Belk 1988).

1.4.5. Self congruence:

According to Evans et al. (2008) people tend to consume products that are in line with what
they perceive as their self-image. The concept of self-congruence therefore emphasizes that
consumers will choose and purchase products when the attributes of the products matches
attributes of the self. This emphasizes a process of cognitive matching between the consumers
self-image and the attributes of the products, creating strong evidence indicating how consumers
will act and behave (Hosany, Martin 2011, Solomon et al. 2010). Consumers may believe that
certain products and brands possess, besides the functional value, a symbolic meaning that
enhance and strengthen their self-image and that they therefore consume them in order to
achieve image congruence. This means that the meaning behind the product is as important as
the function since it provides the consumer with both status and belonging. To define, enhance
and maintain their self concept, consumers purchase and use products which allows them to do
so (Evans et al. 2008, Hosany, Martin 2011). Ahn (2013) argue that it is important to understand
the consumers self-congruence, since it helps to understand the match or mismatch between the
product and the consumers perceived self-image (Ahn et al. 2013).

16
1.4.6. Consumption:

Consumption can be seen as a process of the way people search for, choose, purchase and
dispose products. Consumption is also a social, cultural and economical act (Solomon et al.
2010, Zukin, Maguire 2004). Starr (2004) expresses that consumption is used to, for example,
satisfy consumers needs and senses, such as their taste or vision. Therefore, consumption is a
highly individual area, where questions of individuals preferences and tastes are raised. Further,
consumption can be used to express status and belongingness (Starr 2004).

1.4.7. The consumption society :

As stated earlier, Solomon et al. (2010) defines the consumption society as organized around the
consumers rather than around the producers. Consumption has been conducted at all times and
has become so important that today it is an essential part of peoples daily life. Earlier, products
were only produced in the amounts needed to fulfill the consumers basic needs, while today
consumers want a wider range of products to choose from (Solomon et al. 2010). According to
Bauman (2008), the consumption society has therefore evolved from the purpose of satisfy the
needs of the consumers, to the purpose of satisfy the demands of the consumers (Bauman 2008).
Although the consumption society bases its purpose on the promise to satisfy the demands of the
consumers, the promise of satisfaction will only remain seductive as long as the consumer is not
completely satisfied and as long as the desire remains unfulfilled. If the consumption society
manages to maintain their consumers dissatisfied the consumption society will flourish. The
most explicit way to do this is by downgrade the products immediately after they have been
introduced and has become desirable for the consumers (Bauman 2008, Evans 2008). Belk
(1988) claims that in the consumption society, products has received an increasingly important
role in peoples lives. This is due to that products today are used in order to define who the
individual are and how he or she wants to be perceived by others (Ibid.).

1.4.8. Materialism:

The importance that people attach to their worldly belongings is referred to as the concept of
materialism, and according to Goldsmith et al. (2011) the general definition of materialism is to

17
reach material possessions and social renown. Further, Goldsmith et al. (2011) states that
materialism can be seen as the importance that products play in an individuals life and that
people who are seen as materialistic have an extreme concern for these products. Products that
expresses status are often more likely to be valuable to materialists and by purchasing these
products they aim to reach social status. The area of materialism influences different aspects of
consumer behavior, it states and shows how and why people consume (Solomon et al. 2010,
Goldsmith et al. 2011). Literature review 11

1.4.9. Identity through consumption :

Starr (2004) states that there are several ways that consumption is connected to identity. One
connection is that a persons preferences is reflected on material objects. By choosing certain
products it signals how a person wants to be perceived by others as well as how the individual
perceives him or herself (Starr 2004). In each different stage in a person's life they use products,
symbols and materials to address different identities, both collective and personal. Since identity
and lifestyle are shaped by consumption, the actual act of consumption enables people to
differentiate themselves socially (Schau et al. 2009). In the consumption of products some are
chosen on the premises that they match our actual self and other products are bought to maintain
a more desirable situation established by the ideal self (Solomon et al. 2010). Gram-Hanssen
and BechDanielsen (2004) expresses that with the help of interior products and home decoration
people expresses and develops their identity, and that people today are more conscious about
their identity when decorating their homes. As previously mentioned, a persons identity is
defined both by oneself as well as by others. Products and items such as clothing and furniture
are objects that when seen by others in a context they contributes to define the persons
perceived identity. A person's possessions together with their consumption behavior is used by
both the individual as well as by others, to determine the specific individuals personality based
on his or her preferences and choices, for example how their home is decorated (Solomon et al.
2010). People often find it of great importance to be viewed in a good light by others and
therefore often work hard to control what other think about him or her. This is managed by
creating a good first impression and by making strategic choices when purchasing products that
can represent who the individual are (Zukin, Maguire 2004). The way that these products are
used by the consumer, influences others perceptions of the individual and in the same way

18
influences and establish the individual's own self-concept and social identity. The attachment to
a possession can be so strong that it becomes a way for the individual to maintain their self-
concept. In this way Solomon et al. (2010) expresses that this strong attachment can become a
security blanket used, especially in unfamiliar situations, to enhance and maintain the identity.

1.4.10. Why we buy:

According to Durning (1992) material things are necessary for our spiritual as well as social and
psychological needs and the attempt to satisfy ourselves with material things is due to that
consumption now has become our primary goal of self-definition. Consumption of products can
be seen as a social way of interacting with others, expressing affection or a way to communicate
our social status or how we want to be perceived by others (Holmberg et al. 2009). Through
consumption individuals can position themselves as unique and stand out from others by
differentiate themselves, which can arise because of a will to develop and enhance the identity.
Products may be used as symbols of uniqueness and can therefore be especially attractive for
people who seek to stand out from others. In order for a person to create a unique identity, he or
she must create a personal style, expressed by products that represent the individual (Tian et al.
2001). Through consumption, people can identify themselves with groups that she or he wishes
to belong to. Research shows that consumption has become a large part in identity seeking due
to the increase of marketing, products, and the accessibility of information regarding other
peoples shopping behaviors (stberg, Kaijser 2010). There are many reasons to why people
consume and there are different factors that affects how people consume. First of all, the
individuals own personal factors and living situations plays an important role. These are
constantly changing, depending on at what stage in life the individual are. Age, gender, marital
status, economic situation and personality are examples that contribute to the choices a
consumer make when purchasing a product, and the choices are often reflections of these
factors. Secondly, cultural factors are influential for the consumer, and according to Kotler et al.
(2009), this is the most influential factor of all. The cultural factors consist of values and
behaviors that are affected by others, e.g. friends, family and the society, and has been learned
during childhood. Since these factors are learned over time, they are considered to be the most
difficult to influence and change. The consumers are also affected by different groups in the
social environment, both by groups that the consumer are a part of, but also by groups the

19
consumer wants to be a part of. These groups can be a way to create or enhance an identity, by
showing the group belongingness. This is contributing to affect the consumer because he or she
will consume according to the groups references (Kotler et al. 2009, Solomon et al. 2010, Evans
et al. 2008). Literature review 13 The value of a product is not only measured in terms of what
the price of the product is, but also based upon what value the consumer puts in the product.
Depending on the value that the consumer put into the product, this will determine whether the
consumer will make the purchase or not. The value can be created due to social or cultural
aspects, such as how a certain social group values an object, and since different consumers
wants and demands different things the value of a product is highly individual (Holmberg et al.
2009).

1.4.11. High and Low involvement:

When a consumer is considering to buy a product, he or she is not necessarily evaluating every
aspect of the product in terms of the level of involvement. In order to understand how much
effort the consumer puts into the evaluation process, products are categorized into levels of
involvement (Mishra, Kumar 2012). Low-involvement products are products often associated
with a low price and with a low perceived risk if the consumer were to be disappointed after the
with the product after the purchase. This means that the consumer puts minimum effort into the
purchase decision. This could be products such as everyday goods. On the contrary, high
involvement is often associated with a higher price and risk and could for instance be
technological products or a sofa for instance. The purchase decision is complex and requires
much effort from the consumer in terms of evaluation and comparison and criteria such as the
brand image and reputation is of most influence (Solomon et al. 2010, Boonpattarakan 2012).
Jung and Yoon (2011) states that the level of involvement refers to personal feelings that is of
the individuals interest. When the consumer is involved in a purchase decision, he or she shows
how much interest there is in the product, and the level of involvement also affects the consumer
behavior (Jung, Yoon 2011).

20
1.4.12. High and low perceived risk :

According to Keh and Sun (2008) previous research states that there is a relationship between
involvement and perceived risk, but it is yet unclear whether perceived risk is an antecedent or
consequence of involvement (Keh, Sun 2008). However, the perception of risk is also strongly
connected to consumer behavior and function as an explanatory variable. A consumers action is
influenced by his or hers perception of the situation, the presence of risk and expectation of loss
(Keh, Sun 2008, Eggert 2006). The theory of risk states that the consumer behavior will
ultimately lead to consequences for the individual that cannot fully be anticipated and might be
unpleasant (Simcock et al. 2006). Eggert (2006) also states that Chapter 2 14 perceived risk can
be best understood in the consumers set of buying goals connected to every purchase. The
perceived risk is to what extent the consumer will be able to achieve these goals, and the
consequences of not achieving those goals (Eggert 2006). The theory of risk is categorized into
two types of perceived risk, the personal and the non-personal risk. The personal risk consists of
the social and psychological risk, and reflects the pressure from social surroundings and the
completion of the self image. The non-personal risk consists of financial, physical, functional
and time risks, reflecting the pressure of money, whether or not the product will perform as
expected or how time consuming the product or service might be. Depending on the situation,
the risks are different in size (Eggert 2006, Keh, Sun 2008, Simcock et al. 2006). Research
conducted in western countries shows that culture is highly influential to how individuals
respond to risk. Also, previous research has emphasized non-personal risks and according to
Keh and Sun (2008) neglected the personal risks. Eggert (2006) stresses the importance of
personal risks and consequences as the individual's psyche translates any kind of risk into an
uncomfortable feeling. Keh and Sun (2008) explains the concept of face consciousness as the
individuals desire to enhance, maintain and avoid losing face (Keh, Sun 2008:124) in the
social environment which inevitably affects the consumer behavior. The face of an individual
carries meaning and status not only for themselves, but to the social surrounding. Consumers
having a high face-conscious consume as a social interaction, and approval by others is highly
desirable resulting in a greater personal risk where consequences could be losing face and
approval by others (Keh, Sun 2008). However, Simcock et al. (2006) states that the concern
with how to be perceived by others is strongly connected to age. Further, he states that older

21
consumers are more concerned with what feels good and less concerned with how things look
and to be seen as successful. Younger consumers on the other hand are more driven by what the
social environments expects. Simcock et al. (2006) argue that older consumer therefore perceive
a lower social and personal risk than younger consumer.

1.5.OBJECTIVES OF STUDY:

Objectives of study has been classified into two types.

(i) PRIMARY OBJECTIVE

(ii) SECONDARY OBJECTIVE

PRIMARY OBJECTIVE:

To study the factors influencing the customers patronage towards interior

designing.

SECONDARY OBJECTIVES:

1. To find out Customer behavior towards interior designing.

2. To analyse Customer preferences towards interior designing
products.
3. To find out the factors influencing customers in choosing interior
designing materials.

22
1.6. RESEARCH METHODOLOGY

SOURCES OF DATA

PRIMARY DATA
Primary data has been collected through a structured questionnaire
consisting of close ended multiple choice questions.

SECONDARY DATA
The secondary data was collected from various books, from internet
etc.

SAMPLING METHOD

The sampling method adopted for the study is non random

convenience sampling.
SAMPLE SIZE
The sample size for the study is 100 collected from customers interested in
doing interior designing for their homes in Chennai.
DATA COLLECTION INSTRUMENT

A structured questionnaire, with close ended questions having totally 34 questions

was used. The reason for using close ended questions was to get objective
answers from the respondents..

23
DATA COLLECTION METHOD
A structured questionnaire, with close ended questions was circulated to 100
respondents and their responses were collected.

PERIOD OF STUDY
The study was conducted for two months from Feb 15 2015 to April 15

2015.

STATISTICAL TOOL

PERCENTAGE ANALYSIS:
Percentage analysis is used to compare between two or more series of data.
Percentage is used to describe relations. It can also be used to compare the relative
terms, the distribution of two or more series of data.

NO. OF RESPONDENTS
PERCENTAGE OF RESPONDENTS = --------------------------------------- *100
TOTAL RESPONDENTS

24
1.7CHAPTER PLAN

Chapter 1

Chapter 1 starts with the introduction of concept, Problem of the study, Scope & significance of
the study, Executive Summary, Review of Studies, Objectives of the study, Research
Methodology.

Chapter 2

Chapter 2 deals with the profile of the Interior Designing Industry, its trend and its dimension
globally and in India.

Chapter 3

Chapter 3 deals with the logical representation of the data collected, analysed complimenting
the primary and secondary objectives. It also interprets the views and opinions of the researcher
from the data collated.

Chapter 4

Chapter 4 deals with the summary of findings, recommendation and conclusion of the project.

25
 CHAPTER II

PROFILE OF INTERIOR DESIGNING INDUSTRY AND THEIR

PRODUCT CLASSIFICATIONS

26
 CHAPTER II

PROFILE OF INTERIOR DESIGNING INDUSTRY AND THEIR

PRODUCT CLASSIFICATIONS

2.1 INTERIOR DESIGNING:

Interior designers have faced 2014 with a mixture of hope and concern. The hope rests on good
economic news: Unemployment is down, housing is up, and more money is being spent on
renovation and commercial development. Many believe these strong indicators have the
potential to boost the number of design clients and to increase the size of the jobs they
commission. Despite these positive economic trends, challenges remain. Among interior
designers, the top concerns include proving the value of professional interior design and
attracting new clients.

The Interior Design 2014 Outlook and State of the Industry report contains a summary of the
current economic environment, demographics about interior designers working across India, an
analysis of the economic impact of interior design on the economy, and a review of the trends
affecting the practice and business of interior design.

2.1.1.INTERIOR DESIGNING GLOBALLY:

Companies in this industry plan and design interior spaces such as hotels, hospitals,
residences, commercial businesses, and offices. Although no major companies dominate
the industry, a number of large architecture and design firms offer interior design
services, such as Gensler, HOK, IA Interior Architects, and Perkins + Will (all based in
the US), as well as M Moser Associates (Hong Kong), Space Matrix (Singapore), and
Stantec (Canada).

The US interior design industry includes about 11,000 establishments (single-location

companies and units of multi-location companies) with combined annual revenue of
about $9 billion.

Construction and renovation of residential, commercial, industrial, and institutional buildings

drive demand for interior design services. The profitability of individual companies depends

27
on accurate bidding, timely delivery, and a steady volume of projects. Large companies have
advantages in marketing, developing partnerships, building a large client referral list, and
getting priority service from suppliers. Small companies can compete effectively by providing
better service, specializing, and using unique or custom product sources. The US industry
is highly fragmented: the 50 largest US firms account for about 10 percent of revenue.

Competitors include suppliers and consumers. Suppliers compete by expanding their services to
include interior design; consumers compete by establishing their own independent businesses,
typically a home-based operation focusing on interior decorating.

2.1.2.INTERIOR DESIGNING IN INDIA:

Interior design in India has come a long way. It has gained autonomy from agriculture and no
longer reduced to just decoration and furnishings. It sees space as a living environment, and is a
holistic resolution of the socio-cultural, emotional and resource conditions of the context it
represents.

In this report, we have explored interior design trends in the context of modernization and
Indian and global influences. Trends in India are many, given the diversity factor. Add to
Indias rich and varied cultural heritage, the new wave of progressive development in both
urban and rural areas and diversity only depends. In the past, each region had its own design
language, the genius loci or the spirit of the place has undergone minor to massive changes.
While some old features continue to exist, some others have reinvented themselves, while still
others have merged with influences from other quarters, with the world becoming a much
smaller piece. Development in technology have accelerated the change and recession has seen
the birth of new trends in certain sectors. And in an era of green living, almost everything
revolves around eco-friendliness.

Given the current day scenario, it is indeed difficult to fit all the trends signifying India into a
few pages. In realizing that, we choose a path, where we scanned the most prominent trends in a
few sectors namely, housing, retail, hospitality and corporate. These trends are more depictive
of the Indian urban lifestyle, and of course, are not free from influences of rural elements. What

28
we have done in compiling these trends is to give a birds eye view of interior design in the
urban scenarios, some of which have a deep, yet new cultural significance and others that are
highly relevant to fast-paced global India.

2.1.3.PRODUCT CLASSIFICATION:

False ceiling
Modular kitchen
Flooring
Wall colouring
Furnishing
Lighting

2.1.4.GROWTH IN INTERIOR DESIGNING INDUSTRY:

Interior design as a segment is growing at a rate of roughly 60 per cent annually. To a large
extent, the construction boom of recent times is responsible for this growth. In particular, we are
seeing a lot of demand from upcoming metros and tier-2 locations. Disposable incomes have
also risen, further fuelling the desire to spend. Last but not least, the exposure to global lifestyles
has led Indian consumers to consciously consider well-designed interiors for a luxurious
experience.

29
 CHAPTER 3

DATA ANALYSIS COMPLEMENTING PRIMARY AND SECONDARY

OBJECTIVES

30
 CHAPTER 3

DATA ANALYSIS COMPLEMENTING PRIMARY AND SECONDARY

OBJECTIVES

In this chapter I analyse the results obtained from the customers about response of the
questionnaires regarding their preferences on interior designing products collected during the
period of February till April and present the findings.

31
TABLE 3.1. GENDERWISE CLASSIFICATION OF RESPONDENTS
GENDER RESPONDENTS % FAVOURING
MALE 58 58%
FEMALE 42 42%

INFERENCE FROM TABLE 3.1

Accordingly out of 100 samples collected 58% of them are males and 42% of them are
females.

32
CHART 3.1

33
3.1.1. AGE WISE CLASSICATION OF RESPONDENTS
AGE GROUP NO OF RESPONDENTS % FAVOURING
25-35 40 40%
35-45 45 45%
45-55 8 8%
55 & above 7 7%

INFERENCE FROM TABLE 3.1.1

Accordingly out of 100 samples collected 40% customers belong to the age group of 25-35,
45% customers belong to the age group of 35-45, 8% customers belong to the age group of 45-
55, 7% customers belong to age group above 55.

34
CHART 3.1.1

35
3.1.2.INCOME LEVEL CLASSICATION OF RESPONDENTS

INCOME LEVEL NO OF RESPONDENTS % FAVOURING

20000-30000 45 45%
30000-40000 36 36%
40000-50000 13 13%
Above 50000 6 6%

INFERENCE FROM TABLE 3.1.2

Accordingly out of 100 samples collected 45% customers belong to income level of 20000-
30000, 36% customers belong to the income level of 30000-40000, 13% customers belong to
the income level of 40000-50000, 6% customers belong to income level above 50000.

36
CHART 3.1.2

37
3.1.3.EDUCATIONAL QUALIFICATION OF RESPONDENTS

EDUCATIONAL QUALIFICATION NO OF RESPONDENTS % FAVOURING

DIPLOMA 28 28%
UG 26 26%
PG 30 30%
Class 12th 6 6%

INFERENCE FROM TABLE 3.1.3

Accordingly out of 100 samples collected 28% customers have completed Diploma, 26%
customers have completed UG, 30% customers have completed PG, 6% customers have
completed class 12th.

38
CHART 3.1.3

39
3.2. YOU ARE THINKING ABOUT INTERIOR DESIGNING FOR:

TYPE OF HOUSE NO OF RESPONDENTS % FAVOURING

NEW HOUSE 57 57%
REPLACING DAMAGED ONE 24 24%
RENOVATION 19 19%

INFERENCE FROM TABLE 3.2

Accordingly out of 100 samples collected 57% customers need to do interiors for new house,
24% customers need to do interiors for damaged house, 19% customers need to do Renovation.

40
CHART 3.2

41
3.3.WHO DO YOU PREFER TO DO INTERIORS FOR YOUR HOUSE:

TYPE OF DESIGNER NO OF RESPONDENTS % FAVOURING

NATIONAL BRANDED DESIGNERS 18 18%
REGIONAL/LOCAL DESIGNERS 60 60%
LOCAL CARPENTERS 22 22%

INFERENCE FROM TABLE 3.3

Accordingly out of 100 samples collected 18% customers need to do interiors from national
branded designers, 60% customers need to do interiors from local / regional designers, 22%
customers need to do interiors from local carpenters.

42
CHART 3.3

43
3.4.DO YOU PREFER TO VIEW 3D AND 2D DESIGNS BEFORE
EXECUTING INTERIORS FOR YOUR HOUSE:

TYPE OF PREFERENCE NO OF RESPONDENTS % FAVOURING

NOT IMPORTANT 48 48%
LITTLE IMPORTANT 36 36%
HIGHLY IMPORTANT 16 16%

INFERENCE FROM TABLE 3.4

Accordingly out of 100 samples collected 48% customers feel 2D and 3D designs are not
important, 36% customers feel 2D and 3D designs are little important, 16% customers feel 2D
and 3D designs are highly important.

44
CHART 3.4

45
3.5.QUESTIONS RELATED TO RAW MATERIALS (WOOD)

3.5.1.WHAT KIND OF WOOD DO YOU PREFER FOR DOING

INTERIORS:

TYPE OF WOOD NO OF RESPONDENTS % FAVOURING

TEAK WOOD 28 28%
PLY WOOD 69 69%
COMPRESSED WOOD 3 3%

INFERENCE FROM TABLE 3.5.1

Accordingly out of 100 samples collected 28% customers prefer teak wood, 69% customers
prefer ply wood , 3% customers prefer compressed wood.

46
CHART 3.5.1

47
3.5.2.WHAT TYPE PLYWOOD DO YOU CHOOSE:

TYPE OF PLYWOOD NO OF RESPONDENTS % FAVOURING

COMMERCIAL 57 57%

MARINE 40 40%

BWR 3 3%

FLEXI PLY 0 0%

INFERENCE FROM TABLE 3.5.2

Accordingly out of 100 samples collected 57% customers prefer commercial plywood, 40%
customers prefer marine plywood , 3% customers prefer BWR plywood and flexi ply was
preferred by none.

48
CHART 3.5.2

49
3.5.3.WHICH FACTOR INFLUENCE YOU TO CHOOSE A WOOD:

INFLUENCING FACTOR NO OF RESPONDENTS % FAVOURING

BRAND 28 28%

PRICE 45 45%

LIFE TIME OF WOOD 9 9%

QUALITY AND FINISHING 18 18%

INFERENCE FROM TABLE 3.5.3

Accordingly out of 100 samples collected 28% customers feel brand influence them to choose a
wood, 45% customers feel price influence them to choose a wood, 9% customers feel life time
of wood influence them to choose a wood and 18% customers feel quality and finishing
influence them to choose a wood.

50
CHART 3.5.3

51
3.5.4.WHAT KIND OF FINISH DO YOU PREFER FOR YOUR WOOD
WORK:

TYPE OF FINISH NO OF RESPONDENTS % FAVOURING

NATURAL FINISH 42 42%

VARNISH FINISH 26 26%

LAMINATE FINISH 32 32%

INFERENCE FROM TABLE 3.5.4

Accordingly out of 100 samples collected 42% customers prefer natural finish, 26% customers
prefer varnish finish , 32% customers prefer laminate finish.

52
CHART 3.5.4

53
3.5.5.WHAT KIND OF LAMINATES DO YOU PREFER:

TYPE OF LAMINATE NO OF RESPONDENTS % FAVOURING

GLOSSY 46 46%

MULTI COLOUR 24 24%

MATT FINISH 30 30%

INFERENCE FROM TABLE 3.5.5

Accordingly out of 100 samples collected 46% customers prefer glossy finish, 24% customers prefer
multi color finish , 30% customers prefer matt finish.

54
CHART 3.5.5

55
3.5.6.WHICH FACTOR INFLUENCE YOU TO CHOOSE A LAMINATE
FOR DOING INTERIORS:

INFLUENCING FACTOR NO OF RESPONDENTS % FAVOURING

BRAND 30 30%

PRICE 38 38%

LIFE TIME OF WOOD 12 12%

QUALITY 21 21%

INFERENCE FROM TABLE 3.5.6

Accordingly out of 100 samples collected 30% customers feel brand influence them to choose a
laminate, 38% customers feel price influence them to choose a laminate, 12% customers feel
life time of wood influence them to choose a laminate and 21% customers feel quality and
finishing influence them to choose a laminate.

56
CHART 3.5.6

57
3.6. QUESTIONS RELATING TO FIXTURES AND FITTINGS:

3.6.1.ARE YOU SPECIFIC IN CHOOSING BRANDED ADHESIVE FOR

LAMINATES:

PREFERENCE NO OF RESPONDENTS % FAVOURING

AGREE 69 69%

STRONGLY AGREE 16 16%

DISAGREE 15 15%

STRONGLY DISAGREE 0 0%

INFERENCE FROM TABLE 3.6.1

Accordingly out of 100 samples collected 69% customers agree in choosing branded adhesive
for laminate, 16% customers strongly agree in choosing branded adhesive for laminate, 15%
customers disagree in choosing branded adhesive for laminate and none strongly disagree.

58
CHART 3.6.1

59
3.6.2.ARE YOU SPECIFIC IN CHOOSING BRANDED LOCKS AND
HINGES:

PREFERENCE NO OF RESPONDENTS % FAVOURING

AGREE 70 70%

STRONGLY AGREE 21 21%

DISAGREE 9 9%

STRONGLY DISAGREE 0 0%

INFERENCE FROM TABLE 3.6.2

Accordingly out of 100 samples collected 70% customers agree in choosing branded locks and
hinges,21% customers strongly agree in choosing branded locks and hinges, 9% customers
disagree in choosing branded locks and hinges for laminate and none strongly disagree.

60
CHART 3.6.2

61
3.7.QUESTIONS RELATING TO FALSE CEILING:

3.7.1.DO YOU PREFER FALSE CEILING FOR YOUR PLACE:

PREFERENCE NO OF RESPONDENTS % FAVOURING

NOT IMPORTANT 46 46%

LITTLE IMPORTANT 45 45%

HIGHLY IMPORTANT 9 9%

INFERENCE FROM TABLE 3.7.1

Accordingly out of 100 samples collected 46% customers feel False Ceiling is not important,
45% customers feel False Ceiling is little important, 9% customers feel False Ceiling is highly
important.

62
CHART 3.7.1

63
3.7.2.WHAT KIND OF FALSE CEILING DO YOU PREFER:

TYPE OF FALSECEILING NO OF RESPONDENTS % FAVOURING

GYPSUM BOARD 66 66%

POP 31 31%

THERMOCOL 3 3%

INFERENCE FROM TABLE 3.7.2

Accordingly out of 100 samples collected 66% customers prefer Gypsum Board for False
Ceiling, 31% customers prefer POP for False Ceiling, 3% customers prefer Thermocol for False
Ceiling.

64
CHART 3.7.2

65
3.7.3.HOW MUCH ARE YOU SPECIFIC ABOUT THE FALSE CEILING
DESIGNS:

PREFERENCE NO OF RESPONDENTS % FAVOURING

NOT SPECIFIC 36 36%

LITTLE SPECIFIC 46 46%

HIGHLY SPECIFIC 18 18%

INFERENCE FROM TABLE 3.7.3

Accordingly out of 100 samples collected 36% customers are not specific about false ceiling
designs, 46% customers are little specific about false ceiling designs, 18% customers are highly
specific about false ceiling designs.

66
CHART 3.7.3

67
3.7.4.WHAT KIND OF LIGHTINGS DO YOU PREFER FOR FALSE
CEILING:

TYPE OF LIGHT NO OF RESPONDENTS % FAVOURING

LED 57 57%

CFL 43 43%

INFERENCE FROM TABLE 3.7.4

Accordingly out of 100 samples collected 57% customers prefer LED Light for False Ceiling, 43%

customers prefer CFL Light for False Ceiling.

68
CHART 3.7.4

69
3.7.5.DO YOU PREFER CHANDELIER FOR LIVING ROOM:

PREFERENCE NO OF RESPONDENTS % FAVOURING

NOT IMPORTANT 57 57%

LITTLE IMPORTANT 25 25%

HIGHLY IMPORTANT 18 18%

INFERENCE FROM TABLE 3.7.5

Accordingly out of 100 samples collected 57% customers feel Chandelier is not important, 25%
customers feel Chandelier is little important, 18% customers feel Chandelier is highly
important.

70
CHART 3.7.5

71
3.8.QUESTIONS RELATING TO KITCHEN INTERIORS:

3.8.1.DO YOU PREFER MODULAR KITCHEN FOR YOUR HOME:

PREFERENCE NO OF RESPONDENTS % FAVOURING

NOT IMPORTANT 28 28%

LITTLE IMPORTANT 36 36%

HIGHLY IMPORTANT 36 36%

INFERENCE FROM TABLE 3.8.1

Accordingly out of 100 samples collected 28% customers feel Modular Kitchen is not
important, 36% customers feel Modular Kitchen is little important, 36% customers feel Modular
Kitchen is highly important.

72
CHART 3.8.1

73
3.8.2.WHICH FACTOR INFLUENCE YOU TO CHOOSE A MODULAR
KITCHEN:

INFLUENCING FACTOR NO OF RESPONDENTS % FAVOURING

STYLE 30 30%

BUDGET 44 44%

LIFE TIME 10 10%

QUALITY 10 10%

CONVENIENCE 6 6%

INFERENCE FROM TABLE 3.8.2

Accordingly out of 100 samples collected 30% customers feel style influence them to choose
Modular Kitchen, 44% customers feel Budget influence them to choose a Modular Kitchen,
10% customers feel life time influence them to choose a Modular Kitchen and 10% customers
feel quality influence them to choose a Modular Kitchen, 6% customers feel Convenience
influence them to choose a Modular Kitchen .

74
CHART 3.8.2

75
3.8.3.ARE YOU SPECIFIC IN WHICH BRAND ACCESSORIES TO BE
USED FOR MODULAR KITCHEN:

PREFERENCE NO OF RESPONDENTS % FAVOURING

NOT SPECIFIC 46 46%

LITTLE SPECIFIC 33 33%

HIGHLY SPECIFIC 21 21%

INFERENCE FROM TABLE 3.8.3

Accordingly out of 100 samples collected 46% customers are not specific about which brand
accessories to be used for modular kitchen, 33% customers are little specific about which brand
accessories to be used for modular kitchen, 21% customers are highly specific about which
brand accessories to be used for modular kitchen.

76
CHART 3.8.3

77
3.9.QUESTIONS RELATING TO FLOORING:

3.9.1.WHAT KIND OF FLOORING DO YOU PREFER FOR YOUR

HOUSE:

TYPE OF FLOORING NO OF RESPONDENTS % FAVOURING

TILES 66 66%

MARBLES 28 28%

WOODEN FLOORING 6 6%

INFERENCE FROM TABLE 3.9.1

Accordingly out of 100 samples collected 66% customers prefer tiles for flooring, 28%
customers prefer marbles for flooring, 6% customers prefer wooden flooring.

78
CHART 3.9.1

79
3.9.2.WHICH FACTOR INFLUENCE YOU TO CHOOSE A TYPE OF
FLOORING:

INFLUENCING FACTOR NO OF RESPONDENTS % FAVOURING

STYLE 22 22%

BUDGET 54 54%

LIFE TIME 12 12%

QUALITY 12 12%

INFERENCE FROM TABLE 3.9.2

Accordingly out of 100 samples collected 22% customers feel style influence them to choose type of
flooring, 54% customers feel Budget influence them to choose type of flooring, 12% customers feel life
time influence them to choose type of flooring and 12% customers feel quality influence them to choose
type of flooring.

80
CHART 3.9.2

81
3.10.QUESTIONS RELATING TO WALLS:

3..10.1.WHAT DO YOU PREFER FOR YOUR WALLS:

PREFERENCE NO OF RESPONDENTS % FAVOURING

PAINT 80 80%

WALL PAPER 15 15%

LAMINATION 5 5%

INFERENCE FROM TABLE 3.10.1

Accordingly out of 100 samples collected 80% customers prefer paint for walls, 15% customers prefer

wallpaper for walls, 5% customers prefer lamination for walls.

82
CHART 3.10.1

83
3.10.2.WHAT INFLUENCE YOU TO CHOOSE A PAINT/WALL PAPER/
LAMINATION:

INFLUENCING FACTOR NO OF RESPONDENTS % FAVOURING

COLORS 36 36%

DESIGN 28 28%

PRICE 24 24%

QUALITY 12 12%

INFERENCE FROM TABLE 3.10.2

Accordingly out of 100 samples collected 36% customers feel colors influence them to choose
Paint/Wallpaper/Lamination, 28% customers feel Design influence them to choose
Paint/Wallpaper/Lamination, 24% customers feel Price influence them to choose
Paint/Wallpaper/Lamination and 12% customers feel quality influence them to choose
Paint/Wallpaper/Lamination.

84
CHART 3.10.2

85
 CHAPTER 4

SUMMARY OF FINDINGS AND CONCLUSION

86
 CHAPTER 4

4.1 FINDINGS:

57% people favour doing interiors for new house.

24% people favour doing interiors for replacing damaged house.

19% people favour doing interiors for renovation house.

60% people prefer doing interiors with regional/ local designers.

18% people prefer national branded designers for doing interiors.

7% people prefer carpenters for doing nteriors.

48% people feel 3D and 2D designs are not important for executing interiors.

36% people feel 3D and 2D designs are little important for executing interiors.

16% people feel 3D and 2D designs are highly important for executing interiors.

28% people prefer teak wood.

69% people prefer ply wood.

3% people prefer compressed wood.

57% people prefer commercial plywood.

40% people prefer marine plewood.

3% people prefer BWR plywood.

28% people feel brand influence them to choose a wood.

45% people feel price influence them to choose a wood.

9% people feel life time of wood influence them to choose a wood.

18% people feel quality influence them to choose a wood.

87
42% people prefer natural finish for wood.

26% people prefer varnish finish for wood.

32% people prefer laminate finish for wood.

46% people prefer glossy laminates.

24% people prefer multi color laminates.

30% people prefer matt finish laminates.

30% people feel brand influence them to choose a laminate.

38% people feel price influence them to choose a laminate.

12% people feel life time influence them to choose a laminate.

21% people feel quality influence them to choose a laminate.

69% people are specific in choosing branded adhersive for laminates.

70% people are specific in choosing branded locks and hinges.

46% people prefer false ceiling is not important.

45% people prefer false ceiling in little important.

9% people prefer false ceining is highly important.

66% people prefer gypsum board for false ceiling.

31% people prefer pop for false ceiling.

3% people prefer thermocol for false ceiling.

36% people are not specific about designs for false ceiling.

46% people are little specific about designs for false ceiling.

18% people are highly specific about designs for false ceiling.

57% people prefer LED lights for false ceiling.

88
43% people prefer CFL lights for false ceiling.

57% people feel chandelier is not important.

25% people feel chandelier is little important.

18% people feel chandelier is highly important.

28% people feel modular kitchen is not important.

36% people feel modular kitchen is little important.

36% people feel modular kitchen is highly important.

30% people feel style incluence them to choose a modular kitchen brand.

44% people feel budget incluence them to choose a modular kitchen brand.

10% people feel life time incluence them to choose a modular kitchen brand.

10% people feel quality incluence them to choose a modular kitchen brand.

6% people feel convinence incluence them to choose a modular kitchen brand.

46% people are not specific about branded accessories to be used in modular
kitchen.

33% people are little specific about branded accessories to be used in modular
kitchen.

21% people are highly specific about branded accessories to be used in modular
kitchen.

66% of people prefer tiles for flooring.

28% of people prefer marbles for flooring.

6% of people prefer wood for flooring.

22% people feel style incluence them to choose a flooring type.

54% people feel budget incluence them to choose a a flooring type.

89
12% people feel life time incluence them to choose a a flooring type.

12% people feel quality incluence them to choose a a flooring type.

80% people prefer paint for wall.

15% people prefer wall paper for wall.

5% people prefer lamination for wall.

36% people feel color incluence them to choose a paint\ wall paper\ lamination.

28% people feel design incluence them to choose a paint\ wall paper\ lamination.

24% people feel price incluence them to choose a paint\ wall paper\ lamination.

12% people feel quality incluence them to choose a paint\ wall paper\ lamination.

90
4.2 RECOMMENDATIONS:

A key finding from this research is that customers these days are very much keen
in providing a very good interiors for their homes. Today, a huge trend in
personalized homes can be identified which express the importance that the homes
express the identity of the residents. Materials, price, quality and style plays a vital
role for customers preference in choosing a interior product.

Here we give few recommendations which influences customers preference,

i.Providing good quality materials,

ii.Providing good Designs.

iii.Providing stylish designs.

iv.competitive price.

v.life time of materials.

vi.completition of work in time.

vii.Good after sales service.

viii.Free installation.

ix.Personal care for customers.

x.Guarentee and warranty for products.

91
4.3 CONCLUSION:

Taking care of above recommendations will increase the customers patronage

towards interior designing products. As in todays world the need for interior
designing has become a style statement and became an essential thing for majority
of homes, the customers are looking forward for best work and service. And the
above study gives a clear idea of what a customer preference is and it shows what
a interior designer needs to do to satisfy a customers preference. Thus a study on
customers patronage towards interior designing is successfully carried out.

92
BIBILIOGRAPHY

The researcher used the following articles from different website to conduct the empirical study
on Impact of Technology in Stand-alone Retail Stores Organised Retail Outlets

1. BUSINESS STANDARD MARCH 2014

2. INTERIOR DESIGN 2014 OUTLOOK AND STATE OF THE INDUSTRY
3. INTERIOR DESIGN BUSINESS PLAN www.bplan.com
4. INTERIOR DESIGN SERVICES INDUSTRY PROFILE FIRST RESEARCH
5. IBIS WORLD - NOVEMBER 2014
6. INTERIOR DESIGN 2014 OUTLOOK AND STATE OF THE INDUSTRY
7. INTERIOR DESIGNERS MARKET RESEARCH REPORT IBIS WORLD
THE LIST OF WEBSITES VISITED
http://www.ijmf.in/A%20STUDY%20ON%20CUSTOMER%20BRAND%20PERCEPTIO
N%20AND%20BUYING%20BEHAVIOUR%20TOWARDS%20DESIGNED%20KITCH
EN%20WITH%20SPECIAL%20REFERENCE%20TO%20GODREJ%20INTERIO%20IN
%20CHENNAI.pdf

http://wbdg.org/ccb/AF/AFDG/interior.pdf

http://www.diva-portal.org/smash/get/diva2:626743/FULLTEXT01.pdf

93
 Questionnaire

1. Tell us about yourself

i) Gender Male / Female

ii) Age group 25 -35

35-35
45-55
55& above
iii) Income level (20000 -30000)
(30000 -40000)
(40000 50000)
(above 50000)

iv) Educational qualification Diploma

Under graduation
Post-graduation
Xii

2. You are thinking about interior New house

designing for? Replacing damaged one
Renovation

94
3. Who do you prefer to do interiors National Branded Designers
for your house? regional /local designers
Local Carpenters

4. Do you prefer to view 3D and 2D Not important

designs before executing interiors little important
for your house? Highly important

A. Questions relating to Raw material ( WOOD)

5. What kind of wood do you prefer Teak wood

for doing interiors? Ply wood
Compressed wood

6. If you choose plywood, what type Commercial

plywood do you choose? Marine
BWR
Flexi ply

7. Which factor influences you to Brand

choose a wood for doing Price
interiors? Life time of wood
Quality& finishing

8. What kind of finish do u prefer Natural finish

for your wood work? Varnish finish
Laminate finish

95
9. What kind of Laminates do u Glossy
prefer? Multi-color
Matt finish

10. Which factor influence you to Brand

choose a Laminate for doing Price
interiors? Life time of wood
Quality

B. Questions relating to Fixtures and Fittings

11. Are you specific in choosing Agree

branded Adhesive for laminates? Strongly Agree
Disagree
Strongly Disagree
12. Are you specific in choosing Agree
branded locks and hinges to be Strongly Agree
used? Disagree
Strongly Disagree
C. Questions relating to False Ceiling
13. Do you prefer False ceiling for Not important
your house? little important
Highly important

96
14. What kind of False Ceiling do Gypsum Board
you prefer? POP
Thermocol

15. How much are you specific about Not specific

the designs for false ceiling? little specific
Highly specific

16. What kind of lights do you prefer Led

for your false ceiling? CFL

17. Do you prefer chandelier for Not important

living room? little important
Highly important

D. Questions relating to Kitchen Interiors

18. Do you prefer modular kitchen Not important
for your house? little important
Highly important

19. Which factor influence you to Style

choose a modular kitchen? Budget
Life time
Quality
Convenience

97
20. Are you Specific which brand Not specific
accessories to use for your little specific
modular kitchen? Highly specific

E. Questions relating to Flooring

21. What kind of flooring do you Tiles
prefer for your house? Marbles
Wooden flooring

22. Which factor influence you to Style

choose a type of flooring? Budget
Life time
Quality

F. Questions relating to Walls

23. What do you prefer for your Paint
walls? Wall paper
Lamination

24. What influence you to choose a Colors

Paint/ Wall paper/Lamination? Design
Price
Quality

98
Rate the following factors in the order of importance regarding the interior designing
products (please tick the column corresponds with your opinion)

I) PRODUCT:

Factors Very important Important Not important

1. Lifelong durability

2. Design

3. Quality

4. Brand

5. Color

6. Material

7. Comfort

8. Ease of maintenance

9. Ease of cleaning

10. Matching with other items

99
11. Size is suitable for space

12. Utilization or functionality

II) SERVICE

Factors Very important Important Not important

1. Service and installation

2. After sales service

3. Personal care for

customers

4. Fast service

5. Warranty

100
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