“A STUDY ON BRAND PROMOTION STRATIGES OF

HANDICRAFTS & HANDLOOMS PRODUCTS IN

NEHHDC LTD.”- GUWAHATI

SUBMITTED BY:-

NAME :- xxxxxxxxxx

COLLEGE :- xxxxxxxxxxxxx

CLASS :- M.COM.

ROLL NO :- xxx

DATE :- xx

INTRODUCTION
CHAPTER I
MARKETING:
“Philip Kotler defines marketing as a social process by which
individuals and groups obtain what we need and want through creating,
offering and truly exchanging products and services of value with others.”

DEFINITION:
Marketing is the process of creating, communicating & delivering
value to customer and for managing the relationship in a way that benefits
the customers and stakeholders.

BRAND:
The word Brand when used as a noun can refer to a company name,
a product, or a unique identifier such as a logo or trademark. A brand also
stands for the immediate image, or perception, people experience when
they think of a company or product. A brand represents all the tangible and
intangible qualities and aspects of a product or service. A brand represents
a collection of feelings and perceptions about qualities, image, lifestyle and
status. Branding today is used to create emotional attachment to products
and companies. Branding efforts create a feeling of involvement, a sense of
higher quality, and an aura of tangible qualities that surround the brand
name, mark, or symbol.

1.2 OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVES
  To analyze the brand promotion of the NEHHDC’s product.

SECONDARY OBJECTIVES

 To study the brand awareness of the customers.

 To analyze strength and weakness of the brand.
 To find out the buyers perception of the NEHHDC’s product.
 To give suggestion to improve the brand promotion.

1.3 NEED FOR THE STUDY

 A study of this nature will make management of an organization to derive

the following benefits.

 Through this research the organization find the brand awareness of the
customers.

 The brand promotion of NEHHDC LTD. Is gives the management an

indication of general to promote the brand or the products effectively and
the research is to help and find out the consumers perception of the
NEHHDC’S products. This research will help the organizations to feel
about their brand.

 It gives suggestion to improve the brand promotion.

 1.4 LIMITATIONS

 The customers were reluctant to answer to the questionnaires.

 Not all the respondents were eager to answer all the questions, as they felt
that certain information was confidential.
 Some of respondents answer all the questions through viva.
 Some of respondents answer the questions through E-mail.
 Some of respondents answer the question through written word.

AIMS AND OBJECTIVES

The North eastern handicrafts & handlooms development

corporation LTD. was established on 31st march 1977 with registernered
office in Shillong to provide special thrust in the North Eastern Region for
the development and promotion of the Handicrafts & Handlooms sectors.
These objectives were to be achieved by the following:

a) Provided financial, technical and other assistance to craftsman,

weavers, co-operative and any establishments, undertaking or
enterprise which is likely to facilitate or acerbate the development
of handcraft and handlooms and other allied product.
b) Promote, establish and operate in India sales centres viz.; Emporia,
Showrooms, Publicity, Offices, Exhibition cells and centres with
objective of improving the marketability of handicrafts and
handlooms from the region.
 c) Organize production through co-operations or its own production
centres.
d) Grant guarantees or recommends the grant of loans to
manufacturers, dealers or exporters etc to enable production and
step up and up sales.
e) Promote and operate schemes for development of handicrafts,
handlooms and allied products the region and for that purpose to
prepare and get prepared reports, blue prints, statistics and other
information.
f) Establish or assist constituent units to establish production centres
in respect of these craft industries, where the demand so requires.
g) Provide training facilities for multiplying and upgrading traditional
skills, craftsman and designers to other parts of the country and
aboard for training in technique, to on designs etc.

VISION & MISSION

VISION
To improve the quality of life of artisans, weavers and entrepreneurs
by increasing demand for North Eastern Handicraft and Handloom
products in the national and international markets.

MISSION
 Collaborate with artisan’s weavers and entrepreneurs to produce
quality handicraft and handloom products through design, technical
and skill interventions.
  Procure their products at a fair price and market them.
 Help them find markets for their products in the country and abroad.

ACTIVITIES

The broad activities of the corporation are as under:-

i. The North e Capacity building.

ii. Providing manufacturing support linkage.
iii. Creation of infrastructure & providing support facilities.

Under the capacity building activity the corporation under takes the
following activities...

a) Design & technical development projects for duration 4-6 months

for 30-40 artisans at cluster.

b) Design & technical development workshop for duration of 60 days

30 artisans at cluster level.
c) Seminars for awareness generations amongst artisan’s weavers and
associated persons for durations of 1-2 days.

MANAGEMENT DISCUSSION AND ANALYSIS

REPORTS

1) Industry structure and development

 Handicraft and Handlooms activities in the North East Region are
predominantly carried out i the unorganized household sector. Handicraft
and Handlooms artisans and weavers are mostly household members
practicing their activities jointly at their residence who, if need arises
employ other artisans and weavers for work. After agriculture, handicrafts
and handlooms have been identified as the second largest sector of rural
employment in many regions of the country

The handicraft and Handloom sector in the North East has shown
resilience in the face of uncertainties and the recent past has seen the rise
of women entrepreneurs especially in the handloom sector. This is a
positive sign and promises well for the sectors.

The government of India is also taking measures to see that these two
sectors especially in the North East are further encouraged.

Overall the handicraft and handloom market of the North East has the
potential to develop and grow in future.

2) Strength & Weaknesses

Strengths:

The Corporation by dint of having operated for 36 years in the sector

has established strong linkages with the artisans and weavers of the North
Eastern states. Training programmes and skill development workshops and
seminars have established goodwill in the sector.

Weaknesses:
 Manpower in excess of requirement has impacted the bottom line of
the corporation to a large extend. Lack of professional in strategic areas of
marketing and finance is also a great concern.

3) Opportunities and Threats:

Opportunities:

The corporation has set its goals with the following opportunities in
mind.

a) Availability of abundant and unique local raw materials.

b) Rich and diversified culture producing wide range of unique and
exclusive handicrafts.
c) Availability of skilled labour in the region.
d) Wide range of traditional production skills derived from indigenous
knowledge.
e) High potential for empowerment women, youth and people with
disabilities.
f) Increasing emphasis on product development and design up gradation.
g) Government support and interest in preserving the traditional craft and
textile

Threats:

The threats reflected below are not insurmountable and can be

overcome.

a) Lack of design, innovation and technology up gradation.

b) Unstructured and individualized production systems.
 c) Insufficient market information on export trend, opportunities and
prices.
d) Limited sources for production, distribution and marketing.
e) Lack of adequate infrastructure, absence of latest technology.
f) Decreasing supply of good quality raw materials like Muga and
Raiding cane.

The corporation is planning for the future, will endeavour to turn threats
into challenges to be met.

4) Risk and Concerns:

The Corporation implements various schemes and schemes and

programmes of the government to promote the growth of the sector.
Withdrawal of these schemes and programmes may affect the profitability
and sales turnover of the corporation.

North Eastern Handicrafts & Handlooms development corporation

ltd. has their own Design bank.

NEHHDC’s innovative design bank is the place where your

thoughts and ideas are nourished and given the real share.

 Clients can not only pick a design of their choice from the display
but also get the design goods custom made by placing an order with
us.
  Entrepreneurs and user groups can purchase handicraft and
handloom designs from the design bank.
 Designers can enrich their skills, showcase their designs as well as
gain information and resources from the design bank.

PRODUCTS OF NEHHDC
There are two categories in products in North Eastern
Handicrafts & Handlooms Development Corporation ltd.
1. Handicrafts products and
2. Handlooms products

HANDICRAFTS PRODUCTS
A Handicraft, sometimes pore precisely expressed as artisanal
Handicraft or Handmade. Is any of a wide variety of types of work where
useful and decorative objects are made completely by hand or by using
only simple tools. It is a traditional main sector of craft. And applies to a
wide range of creative and design activities that are related to making
things with one’s hands and skill, including work with textiles, mouldable
and rigid materials, paper, plant fibres etc. Collective terms for Handicraft
include artisan, handcrafting, crafting and handcraftsmanship.
Products are likes:-
 Bags & Flower pots
 Pens tans & Furniture’s
 Hats & Decorative items.
 Glass & Treys etc.
HANDLOOMS PRODUCTS
A Handloom is a simple machine used for weaving. In a wooden
vertical-shaft looms, the heddles are fixed in place in the shaft. The warp
threads pass alternately through a heddle and through a space between the
heddles (the shed). So that raising the shaft raises half the threads. And
lowering the shaft lowers the same threads- the threads passing through the
spaces between the heddles remain in place.
Products are likes:-
 Mats & Bed shed & cover
 Sari & Pillow cover
 Table clothes & Shirts
 Towels & Table clothes etc.

NEHHDC’s NETWORK OF OFFICE

REGISTERED OFFICE
C/O PURBASHREE EMPORIUM
NEHHDC LTD.
POLICE BAZAR, SHILLONG-793001
MEGHALAYA
E-MAIL: nehhdcro@yahoo.co.in

CORPORATE OFFICE NEW DELHI OFFICE

NEHHDC LTD. A-1/108 SAFDARJUNG ENCLAVE

EAST POINT TOWER NEW DELHI-110029
BAMUNIMAIDAN E-MAIL: nehhdcro@yahoo.co.in
GUWAHATI-781021
E-MAIL: nehhdcro@yahoo.co.in
SHOWROOMS AND REGIONAL SALES PROMOTION
OFFICE
 CHENNAI & BENGALURU
 KOLKATA & NEW DELHI
 SHILLONG & GUWAHATI

BRAND CONTAINS

BRAND MANAGEMENT
Branding is all about perception. Brand management recognizes the
market’s perceptions may be different from what is desired while it
attempts to share those perception and adjust the branding strategy to
endure the market’s perceptions are exactly what you intend. Brand
management is all about shaping and managing perceptions. Brand
management is the application of marketing techniques to a specified or
specific product, product line, or brand. It seeks to increase the product’s
perceived value to the customer and thereby brand equity. Marketers see a
brand as an implied promise that the level of quality people have come to
expect from a brand will present and future purchase of the same product.
This may increase sales by making a comparison with competing products
more favourable. It may also enable the manufacturer to charge more for
the product. The value of the brand is determined by the amount of profit it
generates for the manufacturer. This result from a combination of increased
sales and increased price.
BRAND MANAGEMENT
Brand image is defined as consumers perceptions as reflected by the
associations they hold in their minds when they think of the brand. Brand
image describes consumers desire to use brands as signals of personal
identity and success. Its surveys fine that people tend to purchase the same
brands their friends use, and that consumers feel that buying certain brands
indicates have made it.
BRAND LOYALITY
Brand preference occurs when consumers prefer the band to
comparing brands. In surveys people report sticking with brands they like
and feeling that its risk to buy unfamiliar brands.

BRAND PREFERENCE
Brand preference occurs when consumers prefer the brand to
competing brands. Brand preference might be considered “the holy grail”
of branding because it is the result of consumers knowing the brand,
understanding what is unique about the brand, connecting emotionally with
the brand is superior to others for some reason or combination of reason,
and choosing it over competing brands.

BRAND AWARENESS
Brand awareness is when recognize a brand for what it is. This does
not necessarily mean they prefer that brand, attach a high value to, at
associate any superior attributes to it, it just means they recognize the
brand and can identify it under different conditions.
BRAND EQUITY
Brand equity is the sum brand equity is and intangible asset that
depends on associations made by the consumers. Total of all different
values people attach to the brand, or the holistic value of the brand to its
owner as a corporate asset. Brand equity can include; the monitory value or
the amount of additional income expected from a branded product over and
above what might be expected from and identical, but unbranded product;
the intangible value associated with the product that can’t be accounted for
by price or features; and the perceived quality attributed to the product
independent of its physical features. A brand is nearly worthless unless it
enjoys some equity in the marketplace. Without brand you simply have a
commodity product.

BENEFITS OF A STRONG BRAND

Here are just a few benefits of a strong brand is created.

 A strong brand influences the buying decision and shapes the

ownership experience.
 Branding creates trust and an emotional attachment to the product or
company.
 This attachment causes the market to make decisions bases, at least in
part, upon emotion not necessarily just for logical at intellectual
reasons.
 A strong brand van command a premium price and maximum the
number of units that can be sold at that premium.
 Branding helps make purchasing decisions easier. In this way,
branding delivers very important benefits. In a commodity market
where features and benefits are virtually indistinguishable, a strong
brand will help the customers trust the product and create a set if
expectations about the products without even knowing the specifies of
product features.
 Branding will help in “fence of” the customers from the competition
and protect the market share while building mind share. Once the
mind is shared, the customers will automatically think first when they
think of that type of product category.
 A strong brand can make actual product features virtually
insignificant. A solid branding strategy communicates a strong,
consistent message about the value of the company. A strong brand
helps to sell value and the intangible that surround the products.
 A strong brand builds customers loyalty, not just selling product. A
strong branding campaign will also signal the seriousness about
marketing and that is intended to be around for a while. A brand
impress the firms identify upon potential customers, not necessarily to
capture an immediate sale but rather to build a lasting impression of
company and their products.
 Branding builds name recognition for the company or product.
 A brand will help to articulate the company values and explain why
they are completing in the market.
A GOOD BRAND NAME SHOULD
 Be legally protectable
 Be easy to pronounce
 Be easy to remember
 Be easy to recognize
 Attract attention
 Suggest product benefits or suggest usage
 Suggest the company or product image
 Distinguish the product’s positioning relative to the completion.

STRATEGIC BRAND MANAGEMENT PROCESS

Strategic brand management involves the design and

implementation of marketing programs and activities to build measures
and manage brand equity.

 Identifying and establishing brand positioning and values.

 Planning and implementing brand marketing programs.

 Measuring and interpreting brand performance.

 Growing and sustaining brand equity.

The reminder of this section briefly highlights each of these four steps,
which are examined in much more detail in the remainder of the book.
a) IDENTIFYING AND ESTABLISHING BRAND
POSITIONING AND VALUES
The strategic brand management process starts with a clear
understanding as to what the brand is to presents and how it should be
positioned with respect to competitors. Kotler defines brand positioning as
the act of designing the company’s offer and image so that it occupies a
distinct and values pace in the minds of consumers such that the potential
benefits to the firms in maximized. Competitive brand positioning is all
about creating brand superiority in the minds of consumers.
Fundamentally, positioning involves convincing consumers of the
advantages of brand via-a-via competitors.
b) PLANNING AND IMPLEMENTING BRAND
MARKETING PROGRAMS
Building brand equity requires creating a brand those consumers at
sufficiently aware of and with they have strong, favourable and unique
brand associations. In general, these knowledge building processes will
depend on three factors;

 The initial choice for the brand elements or identities making up the
brand.
 The marketing activities and supporting marketing program and
the manner by which the brand is integrated into them.
 Other associations indirectly transferred to the brand by linking in
to other entity.
c) MEASURING AND INTERPRETING BRAND
PERFORMANCE
To understand the effects to brand marketing programs it is
important to measure and interpret and performance. A useful tool in that
regard is the brand value chain. The brand value chain is a means to trace
the value creation process for brand to better understand the financial
impact of brand marketing expenditure and investments.
The brand value chain helps to direct marketing research efforts.
Profitable brand management requires successfully designing and
implementing a brand equity measurement system is a set of research
procedure designed to provide timely, accurate, and actionable for
information for marketers so that they can make the best possible tactical
decisions in the short run and the strategic decisions in the long run.

d) DEVISING A BRANDING STRATEGY

The branding strategy for a firm reflects the number and nature of
common and distinctive brand elements applied to the different products s
old by the firm. In other words, devising a branding strategy involves
deciding the nature of new and existing brand elements to new and existing
products. The decision as to how to brand new products is especially
critical. When a firm introduces a new product, it has three main choices.

 It can develop new brand elements for the new products.

 It can apply some of its existing brand elements.

  It can use a combination of new and existing brand elements.

When a firm uses an established brand to introduce a new product, it

is called a brand extension. When a new brand is combined with an
existing brand, the brand extension can also be called a sub-brand, as with
Hershey Kisses candy, Adobe software, Toyota Camry automobiles and
American Express Blue cards. An existing brand that gives birth to brand
extension is referred to as the present brand. If the parent brand is already a
family brand.

Brand extension can be broadly classified into two general

categories. In a line extension, the parent brand is used to brand a new
product that a new market segment with in a products category currently
served by the parent brand, such as through new flavours, forms, colours,
added ingredients, and package sizes. Dannon has introduced several types
of danon yogurt line extensions through the years- Fruit on the bottom,
fruits blends and whipped. In a category extension, the parent brand is used
to enter a different product category from that currently served by the
parent brand, such as Swiss Army Watches. Honda has used its company
name to cover such different products as automobiles, motorcycles, snow
blowers, lawnmowers, marine engine and snowmobiles. This allows
Honda to advertise that is can fit six Honda in a two car garage.

A brand line consists of all products original as well as line and

category extensions sold under a particular brand. A brand mix is the set of
all brand lines that a particular seller maker available to buyers. Many
companies are now introducing branded variants, which are specific brand
lines supplied to specific retailers or distribution channels. The result from
the pressure retailers put on manufactures to provide distinctive orderings.
A camera company may supply its low end camera shops. Valentino may
design and supply different lines of suits and jackets to different
department stores.

CRITERIA FOR CHOOSING BRAND ELEMENTS

In general, there are six criteria in choosing brand elements.

 Memorability, Meaningfulness, Likeability

 Transferability, Adaptability, Protectability

a) MEMORABILITY
A necessary condition for building brand equity is achieving a high
level of brand awareness. Toward that goal, brand elements can be choose
that are inherently memorable and therefore facilitate recall or recognition
in purchase or consumption settings. In other words, the intrinsic nature of
certain names, symbols, logos, and like the semantic content, casuals
properties and so on- may take them more attention getting and easy to
remember and therefore contribute to brand equity.
b) MEANINGFULNESS
Besides choosing brand elements to build awareness, brand elements
can also be chased whose inherent meaning enhances the formation of
brand associations. Brand elements may take on all kinds of meaning,
varying ion descriptive, as well as persuasive content.
c) LIKEABILITY
The associations suggested by the brand element may not always be
related to product. Thus, brand elements can be chosen that are rich in
visual and verbal and inherently fun interesting. Independent of its
memorability and meaningfulness, how aesthetically appealing do
consumers fined the brand element? Is it inherently likeable, visually,
verbally, and in other ways? In other words, independent of the particular
product or service.
d) TRANSFERABILITY
The fourth general criterion concerns the transferability of the brand
element in both a product category and geographic sense. First, to what
extent can be brand element and to brand equity of new products sharing
the brand elements introduced either within the product class or across
product extensions? In general, the less specifics the name, more easily it
can be transferred across categories.
e) BRAND POSITION
Marketers need to position their brands clearly in target customer’s
minds. They can position brands at any of three levels. At the lowest level,
they can position the brand on product attributes. Thus marketers or Dove
soap can talk about the product attributes of one quarter cleaning cream.
However, attributes are the least desirable level for brand positioning.
Competitors can easily copy attributes.
f) BRAND NAME SELECTION
A good name can add greatly to a product’s success. However,
finding the best brand; name is a different task. It begins with a careful
review of the product and its benefits, the target market and proposed
marketing strategies.
g) CO-BRANDING
Although companies have been co-branding products for many
years, there has been a recent resurgence in co-branded products. Co-
branding occurs when two established brand names of different
companies are used on the same produc

RESEARCH
METHODOLOGY
CHAPTER IV

RESEARCH

Research in common place refers to a search for knowledge. Research is

defined as systematic and scientific search for pertinent information on
specific topic or area of study.
METHODOLOGY

Methodology is a plan of action for a research project and

explains in detail how data are collected analyzed and presented, so that
they will provide meaningful information.

RESEARCH DESIGN

A Research design is purely and simply the framework or plan

for the guides the collection and analysis of data.

It is the overall operational pattern or framework of the project

that stipulated the information to be collected, from which source and what
procedures. A research design might be described as a series of advance
decision that taken together from a specific master plan or the model for
the conduct of the investigation. Descriptive research is used in this
project.

DESCRIPTIVE RESEARCH

This type of research design is undertaken in many

circumstances. When the researcher is interested in knowing the
characteristics of certain groups such as age, sex, Occupation or income
etc. The objective of such study is to answer the “Who, What, When,
Where, Whom and How” of the subject under investigation, so in this
project study comes under descriptive research design.
RESEARCH INSTRUMENT USED

The questionnaire was found to be the most suitable type of

research instrument to collect data. It is important tool of the research; it is
used to generate the raw data on which findings were based.

QUESTIONNAIRE CONSTRUCTION

A questionnaire is an assembly of carefully formulated

questions, designed to collect facts and options from the respondents. It’s
an important tool of the research; it is used to generate the raw data on
which findings were based.

 Dichotomous
 Multiple choices
 Open, rating scale

The aim of the designing questionnaires was

 To obtain accurate data

 To make interview as interesting and stimulating
 To be easily analysis
 To facilitate administration of information

SOURCE AND COLLECTION OF DATA

 The task of data collection begins after research problems have
been defined and research design chalked out. Data is the foundation for all
marketing research. The researchers can obtain data form.

 Primary Data
 Secondary Data

PRIMARY DATA

Primary data are those, which are collected a fresh and for the
first time, and thus happens to be original in character for this study,
primary data involves questionnaires.

SECONDARY DATA

Profile of the company has been used for information of the

study.

SAMPLING PLAN

Due to cost and time involved in collecting the data from all the
respondents, it becomes a compulsion to choose representation. Sampling
plan explains the

 Sampling Unit
 Sampling Size
 Sampling method
 SAMPLING UNIT

The sampling unit is who is to be surveyed? That is sampling unit

is who are all the respondent is called sampling unit. The sampling units
for this brand promotion of NEHHDC’S products.

 SAMPLING SIZE
The sample size for this research is 100.

 SAMPLING METHOD
Different types of sampling methods are available. In this research
the convenience sampling was selected for this research. This sampling
method used the principles of non-probability technique.

 STATISTICAL TOOLS
To arrange and interpret the collected data the following
statistical tools were used.
 Percentage Method.
 Percentage Method
Percentage is used in making comparison between two or more
services of data.

Percentage= A/B*100

A stands for no. of respondents

B stands for total no of respondent

 ANALYSIS AND
INTERPRETATION
CHAPTER V

The main purpose of this section is to analyze the brand

promotion of the NEHHDC’s product. Here, we shall be briefly analyzed
the brand promotion, customer brand awareness, strength and weakness
and perception of buyers.

To arrange and interpret the collected data the following

statistical tools were used.

 Percentage Method.

5.1 PERCENTAGE METHOD

Percentage is used in making comparison between two or more

services of data.

Percentage= A/B*100

A stands for no. of respondents

B stands for total no of respondents

 TABLE 5.1.1 INCOME LEVEL OF THE RESPONDENTS

SL.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 LESS THAN 6,000 22 22
2 7,000 TO 10,000 24 24
3 11,000 T0 15,000 40 40
4 MORE THAN1 5,000 14 14
TOTAL 100 100

45

40

35

30

25

20

15

10

0
less than 6,000 7,000 to 10,000 11,000 to 15,000 more than 15,000

Income level of the respondents

INFERENCE

From the above table 40% of the respondents getting income of Rs

11,000 to 15,000, which is high percentage when compare to other
respondents. This indicates that most of the customers belong to middle
class segment.
 TABLE 5.1.2 AGE OF THE RESPONDENTS

NO. OF
SL. NO PARTICULARS PERCENTAGE (%)
RESPONDENTS
1 BELOW 25 14 14
2 26-40 45 45
3 41-50 27 27
4 ABOVE 50 14 14
TOTAL 100 100

50

45

40

35

30

25

20

15

10

0
below 25 26-40 41-50 above 50

Age of the respondents

INFERENCE

From the above table 45% of the respondent’s age level is

between 26-40, and 27% of respondent’s age between 41 to 50. This
indicate that most of customers are young and adults segment.
 TABLE 5.1.3 HANDICRAFTS & HANDLOOMS PRODUCTS OF
NEHHDC

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 FURNITURE 23 23
2 DRESS MATERIALS 14 14
3 GIFT ITEMS 17 17
4 HOME TEXTILE 41 41
5 OTHER 5 5
TOTAL 100 100

50
45
40
35
30
25
20
15
10
5
0
BELOW 25 26-40 41-50 ABOVE 50

Handicrafts & Handlooms products of NEHHDC

INFERENCE

From the above table 41% of the respondent’s prefer home textile and
23% of respondent’s prefer furniture. This indicates that in NEHHDC the
most of the product is home textile. Adult age customer preferred home
textile very much. This also indicate that adult age customer come in
NEHHDC.
 TABLE 5.1.4 BRAND AWARENESS OF THE CONSUMER

SL. NO PARTICULARS NO. OF RESPONDENTS PRECENTAGE (%)

1 ADVERTISMENT 30 30
2 RELATIVES 35 35
3 FRIENDS 31 31
4 OTHERS 4 4
TOTAL 100 100

40

35

30

25

20

15

10

0
advertisment relatives friends others

Brand awareness of the consumers

INFERENCE

From the above table 35% of respondents known about the

brand from relatives 31% of the respondents from friends. 30% of
respondent’s from Advertisement. This indicate that most of the consumer
know about the brand from their relatives and friends.
 TABLE 5.1.5 PERIOD OF CONSUMERS KNOWN ABOUT THE
BRAND

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 1-2 YEARS 7 7
2 3-5 YEARS 66 66
3 ABOVE 5 YEARS 27 27
TOTAL 100 100

70

60

50

40

30

20

10

0
1-2 years 3-5 years above 5 years

Period of consumers known about the brand

INFERENCE

From the above table 66% of the respondent’s known about the
brand from 3 to 5 years. And 27% of the respondent’s know the period
above 5 years. After analyzing its seen that consumer know the brand from
more than 3 to 5 years and above 5 years. It is good response for
NEHHDC.
 TABLE 5.1.6 AVAILABILITY OF THE BRAND

SL.
PARTICULARS NO. OF RESPONDENTS PERCENTAGE
NO
1 EASY AVAILABILITY 16 16
2 AVAILABILITY 43 43
3 NEUTRAL 39 39
4 NOT AVAILABILITY 2 2
TOTAL 100 100

50

45

40

35

30

25

20

15

10

0
easy availability availability neutral not availability

Availability of the brand

INFERENCE

From the above table 43% of the respondent’s can say about the
availability of the brand. And 39% of the respondents can’t say the brand is
available in markets. It means that they have sufficient stock to deal or
satisfy customer.
 TABLE 5.1.7 REASON FOR BUY THE NEHHDC’s PRODUCT

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 PRICE 10 10
2 AVAILABILITY 13 13
3 QUALITY 30 30
4 DURABILITY 17 17
5 BRAND NAME 20 20
AFTER SALES
6 10 10
SERVICE
TOTAL 100 100

35

30

25

20

15

10

0
price availability quality durability brand name after sales
servic

Reason for buy the NEHHDC’s product

INFERENCE

From the above table 30% of the respondents buy the brand for
the reason for quality. 20% of the respondents buy for brand name and
17% of the respondents buy for durability. After analyzing we got that
maximum customer buy the product for good quality and brand name.
 TABLE 5.1.8 CONSUMERS OPINION ABOUT THE PRICE

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 HIGH 58 58
2 NEUTRAL 39 39
3 LOW 3 3
TOTAL 100 100

70

60

50

40

30

20

10

0
high neutral low

Consumer’s opinion about the price

INFERENCE

From the above table 58% of the respondent’s opinion about the
brand price is high. 39% of the respondents are neutral about the price.
After analyzing it seen that price is too high according to product.
Maximum customer says that price is high.
 TABLE 5.1.9 AWARENESS ABOUT THE PRODUCTS OF
NEHHDC

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE

1 YES 66 66
2 NO 34 34
TOTAL 100 100

70

60

50

40

30

20

10

0
yes no

Awareness about the product’s of NEHHDC.

INFERENCE

From the above table 66% of the respondent’s aware about the
brand, and 34% of the respondent’s not aware about the brand. This
indicate that maximum customer know about the products of NEHHDC.
 TABLE 5.1.10 RELATIONSHIP WITH SALES PERSONS.

SL.NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 YES 9 9
2 NO 91 91
TOTAL 100 100

100

90

80

70

60

50

40

30

20

10

0
yes no

Relationship with sales persons

INFERENCE

From the above table 91% of the respondents does not

maintain the relationship with sales persons, and 9% of the respondents
maintain the relationship with their sales persons. This analysis that sale
person make maximum relationship with customer. Which is profitable for
company or an organization.
 TABLE 5.1.11 NEW PRODUCT PURCHASE OF NEHHDC IN
FUTURE

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 YES 86 86

2 NO 14 14

TOTAL 100 100

100

90

80

70

60

50

40

30

20

10

0
yes no

New product purchase of NEHHDC in future

INFERENCE

From the above table 86% of the respondents will purchase the
new products from the NEHHDC and 14% of the respondents are will not
purchase in future.
 TABLE 5.1.12 FEELING ABOUT INCONVENIENCE OF THE
NEHHDC’s PRODUCTS

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 SERVICE 13 13
2 SPARE AVAILABILITY 62 62
3 RELIABILITY 8 8
4 DURABILITY 7 7
5 NONE 10 10
TOTAL 100 100

70

60

50

40

30

20

10

0
service spare availability reliability durability

Feeling about inconvenience of the NEHHDC’s products.

INFERENCE

From the above table 62% of the respondents say the spare
availability is inconvenience. 13% of the respondent’s the service in not
well. Maximum customer find spare parts are availability in NEHHDC.
 TABLE 5.1.13 SATISFACTION LEVEL OF EACH PRODUCTS OF
NEHHDC.

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 FURNITURE 31 31
2 DRESS MATERIALS 23 23
3 GIFT ITEMS 32 32
4 HOME TEXTILES 14 14
TOTAL 100 100

35

30

25

20

15

10

0
furniture dress material gift item home textile

Satisfaction level of each products of NEHHDC.

INFERENCE

From the above table 32% of the customers satisfied with home
textile. 31% of the respondents are satisfied with furniture. And 23% of the
respondents are satisfied with dress materials.
 TABLE 5.1.14 REPAIRED AND SERVICES OF NEHHDC’s
PRODUCTS.

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 VERY GOOD 4 4
2 GOOD 41 41
3 NEUTRAL 33 33
4 NOT BAD 22 22
TOTAL 100 100

45

40

35

30

25

20

15

10

0
very good good neutral not bad

Repaired and services of NEHHDC’s products.

INFERENCE

From the above table 41% of the respondents are satisfied with
their repaired and services. 33% of the customers can’t say about the
service. And 4% of the respondents say the repaired and service of the
brand is good.
 TABLE 5.1.15 SATISFACTION LEVEL OF RETURNS AND
EXCHANGE

NO. OF
SL. NO PARTICULARS PERCENTAGE (%)
RESPONDENTS
1 GOOD 37 37
2 NEUTRAL 42 42
3 NOT BAD 21 21
TOTAL 100 100

45

40

35

30

25

20

15

10

0
good neutral not bad

Satisfied level of returns and exchange

INFERENCE

From the above table the 37% of the respondents are satisfied
their returns and exchange, 42% of the respondents are neutral. And 21%
of the respondents are not satisfied.
 TABLE 5.1.16 RECOMMENDATION TO OTHERS

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 YES 83 83
2 NO 17 17

TOTAL 1OO 1OO

100

90

80

70

60

50

40

30

20

10

0
yes no

Consumer recommendation to buy the NEHHDC’s products

INFERENCE

From the above table 83% of the respondents will recommend

the brand to buy other and 17% of the respondents are not recommended.
 TABLE 5.1.17 SATISFACTION LEVEL OF QUALITY TOWARDS
NEHHDC’s PRODUCTS

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 YES 89 89

2 NO 11 11

TOTAL 100 100

100

90

80

70

60

50

40

30

20

10

0
yes no

Satisfaction level of quality toward NEHHDC’s product

INFERENCE

From the above table 89% of the respondents are full satisfied
about the quality of the brand. And 11% of the respondents not satisfied
the brand quality.
 TABLE 5.1.18 CONSUMERS REQUIREMENT FROM NEHHDC

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 YES 77 77

2 NO 23 23

TOTAL 100 100

90

80

70

60

50

40

30

20

10

0
yes no

Consumers requirement from NEHHDC

INFERENCE

From the above table 77% of the customers need some futures
from the brand. And 23% of the respondents need nor any requirement
from the brand.
 TABLE 5.1.19 MEDIA PREFERENCE

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 TELEVISION 76 76
2 NEWSPAPER 14 14
3 MAGAZINES 6 6
4 ONLINE 4 4
TOTAL 100 100

80

70

60

50

40

30

20

10

0
television newspaper magazines online

Media preference

INFERENCE

From the above table 76% of the respondents prefer the

television. 14% of the respondents prefer the news paper. 6% of the
respondents prefer the magazines.
 TABLE 5.1.20 SUITABLE EVENT FOR PROMOTE THE BRAND

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 CRAFT BAZAAR 6 6
2 OUTING 18 18
3 TRADE SHOW 36 36
4 EXHIBITS 40 40
TOTAL 100 100

45

40

35

30

25

20

15

10

0
craft bazzar outing trade show exhibits

Suitable event for promote the brand

INFERENCE

From the above table 40% of the respondents are prefer the
exhibits for promote the brand. 36% of the respondents are prefer the trade
shows for promote the brand. And 18% of the respondents prefer the
outings.
 TABLE 5.1.21 FINANCIAL FACILITIES GIVEN BY NEHHDC

SL. NO PARTICULARS NO. OF RESPONDENTS PERCENTAGE (%)

1 YES 18 18

2 NO 82 82

TOTAL 100 100

90

80

70

60

50

40

30

20

10

0
yes no

Financial facilities

INFERENCE

From the above table 82% of the respondents not get the
financial facilities from the brand. And 18% of the respondents are get the
financial facilities from the brand.
 TABLE 5.1.22 OVERALL SATISFACTION LEVEL OF THE
NEHHD’S PRODUCT

NO. OF
SL. NO PARTICULARS PERCENTAGE (%)
RESPONDENTS
1 SATISFIED 64 64
2 NEUTRAL 21 21
3 DISSATISFIED 15 15
TOTAL 100 100

70

60

50

40

30

20

10

0
satisfied neutral dissatisfied

Overall satisfied level of the NEHHDC’s product

INFERENCE

From the above 64% of the respondents are satisfied from the
brand. 21% of the respondents are neutrally satisfied from the brand. And
15% of the respondents are dissatisfied from the brand.
 CONCLUSION
CHAPTER VI

6.1 FINDINGS OF THE STUDY

 40% of the respondents getting income of Rs 10,000 to 15,000, which is

high percentage when compare to other respondents.
 45% of the respondent’s age level is between 26 to 40, and 27% of
respondent’s age between 41 to 50.
 35% of the respondents known about the brand from relatives. 31% of the
respondents from friend. 30% of respondents from advertisement.
 66% of the respondents known about the brand from 3 to 5 years. And
27% of the respondents know the brand from last 5 years.
 43% of the respondents can say about the availability of the brand. And
39% of the respondents can’t say the brand is available in market.
 30% of the respondents buy the brand for the reason for quality. 20% of
the respondents buy the brand name and 17% of the respondents buy for
durability.
 58% of the respondent’s opinion about the brand price is high. 39% of the
respondents are neutral about the price.
 66% of the respondents aware about the brand, and 34% of the respondents
not aware about the brand.
 91% of the respondents don’t maintain the relationship with sale persons,
and 9% of the respondents maintain the relationship with their sales
persons.
 86% of the respondents will purchase the new products from NEHHDC
(North Eastern Handicrafts & Handlooms Development Corporation) and
14% of the respondents are will not purchase in future.
 53% of the respondents are can’t say about the promotional activities of the
brand and 27% of the respondents disagree and 20% of the respondents
agree with their promotional activities.
 62% of the respondents say the spare availability is not well. 13% of the
respondents say the service is not well.
 32% of the customers satisfied with gift items. 31% of the respondents are
satisfied with furniture. And 23% of the respondents are satisfied with
Dress materials.
 41% of the respondents are satisfied with their repaired and services. 33%
of the customers can’t say about service. And 4% of the respondents are
not satisfied.
 37% of the respondents are satisfied their returns and exchange, 42% of the
respondents are neutral. And 21% of the respondents are not satisfied.
 83% of the respondents will recommend the brand to buy other, and 17%
of the respondents are not recommended.
 89% of the respondents are full satisfied about the quality of the brand.
And 11% of the respondents not satisfied the brand quality.
 77% of the customers need some futures from the brand. 23% of the
respondents need other requirement from the brand.
 76% of the respondents prefer the television. 14% of the respondents prefer
the newspaper. 6% of the respondents prefer the magazines.
 40% of the respondents are prefer the exhibits for promote the brand. 36%
of the respondent are prefer the trade shows for promote the brand. And
18% of the respondents prefer the outings.
 82% of the respondents not get the financial facilities from the brand. And
18% of the respondents are getting the financial facilities from the brand.
 64% of the respondents are neutral. 23% of the respondents are agreeing
the brand advertisement effectiveness. And 13% of the respondents are
disagreeing the advertisement effectiveness.
 64% of the respondents are satisfied. 21% of the respondents are neutral.
And 15% of the respondents are dissatisfied.

6.2 SUGGESTION

From the above study the following are the suggestions made to
improve the brand promotion regarding the Handicrafts & Handlooms
products of NEHHDC.

 Durability of the product should be improved to attract more number of

customers.
 Manufacturing of high priced products should be avoided.
 The discount scheme of the product should be improved.
 Distribution channel regarding the product should be improved.
 Overall service of the product should be improved.
 6.3 CONCLUSION
The completion is intense in the market with each player in the
market to present a better than the other. As a result brand has become
more demanding in domestic, national and in international market. They
want their products with high standard. Thus brand promotion has become
very important for survival of a firm or organization. If customer is aware
of brand than only a organization can survive in market for long time. An
organization can create image in domestic market as well as international
market.

BIBLIOGRAPHY
Books Referred:

 Kotler, Philip and Keller “Marketing Management”, Pearson

Prentice Hall, India 2006, (Landmark Bookstall Guwahati, Assam).
 Philip Kotler, Kevin Keller, Abraham. Koshy and Mithileswar.Jha,
“Marketing Management in South Asian Perspective”, Pearson
Education, New Delhi, (District Library, Guwahati, Assam).
 Kothari, C.R., “Research Methodology Methods and Techniques”,
Wishwa Prakeshan, New Delhi.
 D.D. Sharma., “Marketing Research”, Sultan Chand and Son.
 Website

 www.google.com
 www.nehhdc.com
 WWW.wikkipedia.com
 www.wikkipedia.ans.com

APPENDEX
A STUDY ON BRAND PROMOTION ON HANDICRAFTS
& HANDLOOMS PRODUCTS IN NEHHDC LTD.

QUESTIONNAIRE

1. Name: ........................................................

2. Gender: Male.............. Female..............

3. Income: < 6,000........... 7,000 to 10,000...............

Monthly 11,000 to 20,000............... >20,000................
4. Age: Below 25........... 26-40............ 41-50..............
Above 50................

5. Occupation: Private.............. Govt............... Business............

Others...............

6. Name of the NEHHDC’s product that comes first to your mind ?

Furniture................... Dress materials.......................
Gift items................... Home textiles.........................
Others...........................

7. How do you know about the brand?

Advertisement............... Relatives.................................
Friends........................... Others.....................................

8. How long do you know about the NEHHDC’s products?

1year...................... 1-2years.....................
3-5years................. Above 5years..............

9. Rate the availability of NEHHDC’s products in the market?

Easy availability......... Availability...................
Neutral...................... Not availability.............

10. What is the main reason to buy the NEHHDC’s product?

Price.......................... Availability...................
Quality...................... Durability.....................
 Brand name.............. After sales service........

11. How do you feel about the price of our product?

Very high.................. High..............................
Neutral..................... Low..............................
Very low...........................

12. Are you aware of the range of product in NEHHDC?

Yes............................. No.................................

13. During the usage of the product, will you have any communication or
relation with your representatives regarding the product?
Yes.............................. No..................................

14. In future will you purchase the new products in NEHHDC?

Yes.............................. No...................................

15. NEHHDC’s promotional activities are best rather than others?

Strongly agree..................... Agree.............................
Neutral................................ Disagree.........................
Strongly Disagree......................

16. If we offer one free product for any of the NEHHDC’s product, will you
purchase more?
Yes............................... No...........................
If No, Specify reason.........................................................................
17. Do you feel any inconvenience in our brand?
Service.................... Spare availability.......................
Reliability................ Durability...................................
None............................

18. Which one of the product in NEHHDC satisfies your needs and wants?

Furniture................... Dress materials.......................

Gift items................... Home textiles.........................

Others........................
19. How is the Service at NEHHDC showroom?
Very good................... Good......................................
Neutral....................... Not Bad..................................
Bad......................

20. Are you satisfied with the returns and exchanges we provide?
Very good.................... Good.......................................
Neutral........................ Not Bad...................................
Bad......................

21. Will you recommend others buying the NEHHDC’s products?

Yes................. NO......................
If yes, Specify Reason..................................................
Price................ Quality................. Availability...................
Durability........ Brand Name......... After sales service........
22. Are you really satisfied with the Quality of NEHHD’s products?
Yes................. No........................

23. Do you want any additional features from NEHHDC’s product?

Yes................. No.........................

If yes, What do you want?

...................................................................................

If no, What is the reason?

....................................................................................
24. Which media do you prefer the most effective to deliver our message?
Television...................... Newspaper.....................
Magazines.................... Online.............................
Word of mouth....................

25. Which of the following event is suitable to promote the brand?

Conference..................... Craft Bazaar...........................
Outing............................ Tradeshows...........................
Exhibits..................

26. Do you like having financial benefits (Instalment)?

Yes................................. No..............................

27. Is NEHHDC product’s brand advertisements are effective?

Strongly agree................ Agree.........................
Neutral........................... Disagree.....................
 Strongly Disagree........................

28. Do you like us conducting any activities to promote the brand?

Yes.................................. No...............................

If yes, Specify reason...........................................................

Contests.............. Games................. Sweep stakes.........................

Cultural events..............

29. Overall satisfaction level of the NEHHDC’s products?

Highly satisfied...................... Satisfied.........................
Natural.................................. Dissatisfied....................
Highly Dissatisfied........................

30. Give rank according to your opinion?

Availability
Durability
Price
Quality
Service
31. Any suggestion :-
............................................................................................................................
............................................................................................................................
...................................................................................

-THE END-