CONSUMER ATTITUDE TOWARDS BOROSIL GLASS WARE with special reference to AMBIKA TRADERS, Shimoga

CONTENTS 1 Particulars INTRODUCTION Introduction Statement of problem Objective of study Methodology Scope of study 2 3 4 Limitations of study CONSUMER PURCAHSE STRATEGY COMPANY PROFILE PRODUCT PROFILE MARKETING MIX 5 6 CONSUMER PROFILE SURVEY ANALYSIS SUGGESTIONS & CONCLUSIONS ANNEXURE QUESTIONNAIRE BIBLIOGRAPHY CONSUMER ATTITUDE TOWARDS BOROSIL GLASS WARE

Chapter 1 INTRODUCTION Introduction Statement of problem Objective of study Methodology Scope of study Limitations of study

INTRODUCTION Gone are the days where people were to use the mud vessels made from soil, due to continuous change technology and taste and preferences of people the vessels which were used in home were taking new and new alloy we had studied in history about civilization where the people use vessels of soil, metals especially iron. In recent common people used the vessels of stainless steel, brass and copper. Because due to lot of revolution and innovations were takes place glass vessels are also taken its place in kitchen for cooking and serving today the `A class people use the glassware because its costs high. There are four types of glassware its Carafe GLASSWARE Cook & serve Bake and serve tea set, cup & Saucers

Cooking vessels have mainly found in resent years that was made by BOROSILICATE glass which wont get any damage till 1800 0C so it was used in kitchen though it was food grade quality.

Serving vessels have mainly well designed for purpose of serve the food conveniently the bowls, trays, big spoons were come under it these are made of common glass materials and not to be cooked because it will brake by heat only. Cooking Vessels Michelle Carafe Nicole Carafe Flame Proof carafe Gourmet Cook & Store Round Casserole Statement of problem: Glassware being a low profile, low technology, consumer durables has become more a necessity in Shimoga City due to changes, the question is whether to buy or not to buy glassware does not arises here the problem involves in choice regarding the brand of glassware to be purchased and decision underlying there in like purchase bias, attributes to be taken into account etc. Microwave Proof Carafe with StrainerServing Vessels Tea set, cups & Saucers Piccolo Nostalgia Tea set Milk pot & sugar pot Salt & pepper set Accessories

In the view of above factors, the study all consumer behaviour was undertaken on the braded glass ware company `BOROSIL. The problem is stated as A study on consumer attitude towards BOROSIL glassware. This study envisages to identify the factors, which influence consumers buying behaviour with special reference taken fro the product Dealer Ambika Traders. Objective of study: The main objectives of study on consumer attitude towards BOROSIL glassware are :

to identify the influencing factors that are related to the demand and buying behaviour motives and brand preference for BOROSIL in Shimoga City.

to determine market share. to study the socio-economic characteristic of consumers and the brands selected by them. to analyze customer satisfaction. to study market potentiality to identify post purchase feelings among consumers and find the market share of BOROSIL. to give suggestion to the manufacturers based on conclusion of study. to project awareness level of existing brand.

Scope of study : Though BOROSIL glassware are sold and used throughout world, the scope is restricted to Shimoga City only. This is intended to know about potential market for BOROSIL glassware in Shimoga City, which influence consumer to buy particular brand. Methodology: To start the with it was decided to collect data directly from the respondents who are users and no users of BOROSIL glass were in Shimoga City. Accordingly questionnaire was prepared, data collected and analysed to arrive at conclusions. The previous criteria adopted and procedure followed have been discussed in following sections. Sampling procedure: As in evident in studies as this, it is not able to take into consideration the entire population. of the population. Tools for data collections : A non distinguished structural questionnaire was designed with questions pertaining of attributes and semantic scales. The questionnaire consisting of a section for personal identification of data common for users and non users and 2 separates sections for users and non users is designed. Limitations: Therefore, the sampling to be restored to, However, the sample should be represent the cross structure

This study is confined to Shimoga City only. manufacturers and dealers are not considered.

This study deals exclusively with domestic consumer survey. The Due to time constraints, the sample is limited to 50.

Chapter 2 CONSUMERS PURCHASE STRATEGY Back ground of the study

Consumer behaviour Purchase strategy Determents of consumer behaviour Decision process

CONSUMERS PURCHASE STRATEGY Back ground of the study: Shimoga is one of fast growing city of Karnataka with number of cities in small size concentrated and it includes villages also provide a good economic scenario. As such, consumer goods, evolution is sweeping the country, and Shimoga having a large and modern society is no exception to it. It is encourages in a country like this one, and before it actually happened in last few years, most people would have considered it improbable. The figures regarding the like in production of glassware goods during the past 2 years are unbelievable. Such growth rates have not been matched by any sector of the economy, whether agriculture, basic industry or anything else, and tell the clear story of the consumer finally making himself felt in market place. While the economy grows less than 5% the annual growth in demand for most consumer goods now varies between 10 to 20% of glassware some time even more. The growth number has been matched by a growth in range of goods on offer. The market also gained in sophistication and variety. One can see the new consumer new in both the kinds of goods being bought as well as the speed with wheels they are been acquired. There have been great changes in lifestyles that underlies the explosion in the market for consumer goods as in glassware.

Market demand for these commodities has therefore 2 components a replacement demand for that part of the population which already owns them and an original demand from the remaining proportion of the population which does not own them as get. When a durable goods is first introduced all demand for it is original demand when it has been established for a long time all the demand is replacement demand. Glassware is consumer durable product glassware is a same for moving air to new trend, glassware are used in system for cooking, serving and microware utensils and also used by industries and in laboratories also because these BOROSIL glassware dont get any damage is any degree or any temperature. Consumer behaviour : New products are constantly been introduced into the economy and consumer respond by buying those which fill a need or want often reducing purchases of the older substitutes products in the process. Regardless of how great may be in the Increase in population Consumer standard of living Consumer saving rate Consumer expenditure rate The one product demand is declining Vice a versa The another product demand is increasing

Thus, the business executives desires answer to many questions : 1. What product or products is the customer buying? 2. What motivates the consumer actually to make purchase? 3. How does he approach the buying problem? 4. What information does he want before making a specific decision why does the consumer select a given brand of product in preference of another apparently of equal quality? 5. What does he patronize a given retail store in preference to any one of several competitors? and many others. According a great deal of effort is being made by marketing executives about the consumer: Who they are Their purchasing Habit Where they are located

Attitudes

Consumer study

Their income

Their Motivation

Their needs and Desires

Consumption pattern

Its rapidly becoming : A truism that marketing being with the consumer and ends with the consumer. Consumer A consumer is an individual who purchase or has the capacity to purchase, goods and services offered for sale by marketing institutions in order to satisfy personnel or house hold needs, wants or desires. Consumer behaviour : is the process where by individuals decide whether, what, when, where, how and from whom to purchase goods and services. Purchase strategy : When action as buyers, individuals have just are purpose that purpose is the satisfaction of their desire by obtaining goods and services. The problems associated with acquiring goods and services to sustain life and so provide for some comforts face all consumers. chance. Consumer may make decision of purchase of products on certain qualification. Product - Brand, gurantee or warrantee, utility, price sales after service etc. Place Nearby location, bigmalls, branded stores etc. Time On time available of goods and market is near by to purchase or near the residence. Manner of purchase Cash, cheque, instalments, credit cards etc. Because the solutions to these are metal to existence itself, they cannot be lift to

Determents of consumer behaviour : It is not enough to know how the consumer acts in a market situation, our primary interest is in why the consumer acts in a certain manner. The marketing manager is interested both the individuals internal decision processes and the environmental influences on the individuals. Therefore two broad types of consumer variables can be identified. They are : 1. Variables that are internal to the individual. 2. Variables that are external to the individual. The internal variables are called basic determinants because of their important to the individuals decision process. The external variables are called environmental determinants or influences. Basic determinants : The synthesis of basic determinants is a mental process. This mental process is still not fully understood, but are so not know ho the four determinants interact with one anothers. The totality of rates would have no taste to the owner of a well in the desert, but the traveler dying of thirst would be willing to pay dearly for a drink. Environmental influence : Consumers do not function in a vacuum. continually influenced by his environment. determinants of consumer behaviours. 1. Family influences 2. Social influences The individual is There are 5 broad

3. Business influences 4. Cultural influences and 5. Economic influences. The basic determinants and environmental influences can be integrated into a model of consumer behaviour purchase strategy is placed in center of wheel because of its strategy importance in consumer behaviour. The environmental factors are not controllable by the individual consumer. The environmental exists a strong influence on individuals who operates through his individual basic determents in actuality the external environment cannot be separates from the individual. Decision process : Consumer behaviour is a dynamic decision process as the term behaviour implies, the decision process begins when the consumer is made aware of some deficiency in his assortment of goods. activities when purchase goods and services. The following figures shows a simplified schematic or process of consumer

CHAPTER 3 COMPANY PROFILE

A BRIEF PROFILE OF BOROSIL GLASS WORKS LIMITED

BOROSIL Glass Work Limited was established in December 1962 in collaboration with coming glass works of U.S.A. to manufacture borosilicate low expansion glass a type of glass so special that it requires melting temperatures as high as 1625 0C and a technology so sophisticated that even today very few countries in the world possess it. In December 1988, Corning divested its share holding to the Kheruka group who have been a leading manufacturer of sheet glass in India since 1961. Today, BOROSIL manufactures extremely high quality Tubing, Blown ware and Press ware using state of the art equipment. All manufacturing processes of the glass manufacturing such as melting, forming, shaping etc. are carried out in house, enabling built-in quality checks at every stage. The spirit of growth and technical up gradation I a continuous process making BOROSIL a world leader in specialty glass with exports covering several countries in America, The British Isles, Eastern Europe, Africa, Middle East and South Asia. The ISO 9001:2000 certification is a proof of the high and consistent standards of quality maintained by the company. BOROSIL glass has found use in over 2000 different products and applications, in areas as diverse as Microbiology, Biotechnology, Photo Printing, Laboratory ware, Solar Collectors, Process Systems, Lighting and Consumer ware.

In the India laboratory ware segment, Borosil services the Research and Development, Industrial, Healthcare and the Educational segments of the market and almost all leading Research and QC laboratories, Institutions, Industrial and Healthcare laboratories are using BOROSIL brand products. Gujarat Borosil Ltd (GBL) is the first and only manufacturer of solar glass in India. It has established a 150 ton per day low iron patterned glass furnace for the manufacture of high transmission glass used in the solar industry. The manufacturing unit comprises top of the line European equipment. Customers of this product include leading solar module manufacturing companies worldwide. This plant is the first and only of its kind in India, and has been developed specifically for the fast growing solar industry. BOROSIL: Market leader for laboratory glassware and microwavable kitchenware in India. Leading laboratory and microwavable glassware maker in India since 1962 flameproof kitchenware, glass tumblers, lantern chimneys, solar thermal systems At our facility in Gujarat Borosil: We have been using rain water harvesting since 2003. 48% of all the electricity we consume comes from wind energy.

 All our guesthouses and colonies are supplied by water that is heated using our own Borosolar water heating systems. Our other energy efficient measures include advanced waste heat recovery systems and solar lighting. We also have an in house 9 hole par 36 golf course, which is maintained using the water from our rain water harvesting efforts. And all the greenery around ensures that the temperature in our facility is on average 2 degrees lower than the temperature outside. We not only meet Indian pollution norms, but conform to the stringent EU pollution norms. BOARD OF DIRECTORS B. L. Kheruka - Executive Chairman P. K. Kheruka - Vice Chairman & Managing Director A. C. Dalal (Resigned w.e.f. 21.02.2011) S. Bagai K. V. Krishnamurthy U. K. Mukhopadhyay Shreevar Kheruka - Wholetime Director V. Ramaswami - Wholetime Director Dinesh N. Vaswani (Additional Director w.e.f. 17.03.2011) COMPANY SECRETARY C. Baptista

REGISTERED OFFICE Khanna Construction House, 44, Dr. R. G. Thadani Marg, Worli, Mumbai - 400 018. ZONAL SALES OFFICES 403/404, Kaliandas Udyog Bhavan Premises, Near Century Bazar, Worli, Mumbai - 400 025. Dabriwala House, 10C, Middleton Row, Kolkata - 700 071. 1st Floor, New No. 20, Old No. 9, Brahadammal Road, Nungambakkam, Chennai 600 034. 9/90, Connaught Circus, Madras Hotel Block, New Delhi - 110 001. AUDITORS Chaturvedi & Shah Chartered Accountant

FINANCIAL RESULTS (Rupees in lacs) Year ended 31.03.2011 Year 31.03.2010 Gross Sales (Including Excise Duty) Other Income Profit/(Loss) for the year before Interest, Depreciation and Extra Ordinary Items Less: Interest Less: Depreciation Less: Extra Ordinary Items (Net) Profit/(Loss) for the year before tax Less: Provision for Income Tax Less: Deferred Tax (Credit) Less: MAT Credit entitlement Less: Provision / (Written back) of Income Tax of earlier years Profit/(Loss) for the year Add: Amount Transferred from Revaluation Reserve Add: Balance as per last year 2,393 (767) 1,342 370 (767) 1 64,780 (1) (2,479) 1,781 235 82 78,423 79,887 15,954 (386) (462) (52) 514 170 (1,870) (2,606) (126) 11,978 3,131 9,109 186 ended

Add: Amount Transferred from General Reserve Less: Amount Transferred to General Reserve 6,500 Amount available for Appropriation Appropriations 59,906

Interim Dividend on Equity Shares Tax on above Dividend Final Dividend on Equity Shares Tax on above Balance carried to Balance Sheet DIVIDEND

991 165 595 96 58,059

(767)

The Company has already paid an interim dividend of Rs. 25/- per share amounting to Rs.991 lacs. The Board of Directors now recommend a final dividend of Rs.15/- per share for the year ended 31st March, 2011, making it a total dividend of Rs.40/- on each Equity Share of Rs.10/- for the year under review

BOROSIL GLASS WORKS LIMITED Regd. Office : Khanna Construction House 44, Dr.RG Thadani Marg, Worli, Mumbai - 400 018 UNAUDITED FINANCIAL RESULTS FOR THE QUARTER & HALF YEAR ENDED 30TH SEPTEMBER, 2011
Accounting Year Ended Audited (Rs. in lacs) 1. Gross sales Less: Excise duty recovered Net Sales / Income from Operations 2. 3. (a) (b) (c) Other Income Total Expenditure (Increase)/Decrease in Stock in Trade Consumption of Raw materials Purchase of Finished Goods 1,890 138 1,752 185 1,462 (117) 72 328 252 392 535 67 96 1,580 121 1,459 134 1,193 (44) 72 210 230 330 395 79 98 3,210 233 2,977 219 2,433 (635) 138 618 492 770 1,050 132 192 2,906 211 2,695 169 2,238 (229) 161 407 436 675 788 157 196 7,013 518 6,495 270 5,467 34 309 917 951 1,485 1,771 298 398

Quarter Ended Particulars

Half Year Ended

30.09.2011 30.09.2010 30.09.2011 30.09.2010 31.03.2011 Unaudited Unaudited Unaudited Unaudited

(d) Power & Fuel (e) Staff Cost (f) Other Expenditure 4. 5. Interest Depreciation

6. 7. a. b. 8. 9. a. b. c. d.

Profit/(Loss) Before Extra-ordinary Items and taxes(1+2-3-4-5) Extraordinary Items Loss due to Flood Insurance claim received Profit Before taxes(67) Provision for Taxation Income tax Mat credit Entitlement Fringe benefit tax Deferred tax Paid-up Equity Share Capital (Face value Rs. 10/each)

312

223

439

273

602

312

351 (324) 196

439

351 (324) 246

351 (324) 575

58 7 18 229

9 5 40 142

106 10 13 310

13 9 57 167

39 (35) 21 149 401

10. Net Profit/(Loss) (8-9) 11.

343

343

343

343

343 2,058

12.

Reserves excluding Revaluation Reserves 6.67* 4.13* 9.05* 4.86*

Basic and diluted 13. EPS(Not Annualised)* 14. Aggregate of Public Shareholding No of Shares Percentage of Shareholding

11.69

1,810,028 52.78

1,866,898 1,810,028 54.44 52.78

1,866,898 54.44

1,866,898 54.44

REPORTING OF SEGMENT-WISE REVENUE, RESULTS AND CAPITAL EMPLOYED

Quarter Ended Particulars Half Year Ended Accounting Year Ended 31.03.2011 Audited (Rs. in lacs) 1. Segment Revenue a. b. c. Scientificware Consumerware Others 1,178 511 63 1,752 1,752 975 460 24 1,459 1,459 1,957 937 83 2,977 2,977 1,746 895 54 2,695 2,695 4,506 1,883 106 6,495 6,495

30.09.2011 30.06.2010 30.09.2011 30.06.2010 Unaudited Unaudited Unaudited Unaudited

Total Less : Inter Segment Revenue Net Sales / Income from Operations 2. Segment Results : a. b. c. Scientificware Consumerware Others

312 142 16 470 67

267 118 7 392 79

617 252 21 890 132

425 283 16 724 157

1,251 320 31 1,602 298

Total Less : (i) Interest Other unallocable (ii) expenditure net of unallocable income Total Profit / (Loss) Before Tax

91

117

319

321

729

312

196

439

246

575

Chapter 4 PRODUCT PROFILE

Introduction : Glassware is domestic as well as industrial appliance, but we can get much focus on consumer domestic market. Glassware is healthy because it doesnt get brake in 1625 0C as research says so many of metals get some particles loose up and mix-up with food and cause deceases like aluminum vessels causes tuberculosis (TB) and Indalium causes late time apralysis those glass ware preserve the quality of food. Important features : Used for serve Used for bake Used for cook on microwave Used as carafe etc. Longer life Healthy to eat Doesnt loose quality Good looking Not much cost Strong grip handles and lids Easy operation Easy to watch as it is transparent Heat and microwave resistant Easy to handle.

Working of glassware : Glassware can be used as we used the other vessels only carafe can be used on stoves and other vessels like bake items used in microwave the some items may be used is stove and on also microwave oven its works as other vessels works those other vessels were not to be able to put is microwave this Borosil items were only but put as usual we have cook food we cook food in borosil.

DIFFERENT MODELS OF GLASSWARE : Microwave Proof Carafe With Strainer Available in 1.0 L, 1.2 L, 1.5 L

Michelle Carafe Available in 0.8 L , 1.25 L

Nichole Carafe Available in 1.5 L

Flame Proof Carafe Available in 1.5 L

Piccolo Available in 1.0 L, 1.2 L, 1.5 L

Nostalgia Available in 0.8 L , 1.25 L

Tea Set Available in 1.5 L

Milk Pot & Sugar Pot Available in 1.5 L

Tumblers Available in Different Shape, Different Capacity

Bowls Available in Different Shape, Different Capacity

Vases Available in Single Shape, Single Capacity

Salt & Pepper Set Available in 1.0 L, 1.5 L,2.0 L

Round Casserole Available in 0.7 L , 1.0 L, 1.5 L

Fluted Dish Available in 2.2 L , 4.0 L

Square Dish Available in 1.6 L, 0.8 L

Gourmet Available in 1.0 L, 1.5 L,2.0 L

Set of 2 Gourmet Bowls Available in 0.5 L + 0.5 L

MARKETING MIX Marketing is the heartbeat of all marketing activities. It is a system created by society for the purpose of supplying the goods and services essential for the desired standard of living marketing has gaining much importance in resent years. Concept of marketing mix : In marketing planning, we use marketing information to assess the situation to select a specific mix-marketing mix is formulated to encounter various dynamics of market. Important among the various significant aspects of marketing strategy is marketing mix. Marketing mix is divided into 4 tools called four Ps they are product, price, place and promotion. Marketing Mix Product Price Promotion Place

Product Mix : Product mix is the basic marketing mix product is the tangible offer by the company to customers. Product includes quality, design, feature, branding and packing. In this regard, in Shimoga City, the various dealers of glassware such as Borosil, eagle, Milton, has succeeded by creating a good demand in Shimoga City. Price Mix :

Product should perform to the expectation of the customers. Only then, customer will be satisfied of the worth of product. A product has to be worth for the price claimed. If the price is not commensurate with the product worth, the consumer may very to buy the product. In case of glassware in Davnagere City, the prices are not satisfactory when compared other vessels such as Indalium, steel, copper, vessels etc. Place Mix : Marking the product accessible for purchase is another step in marketing. It is directly dependent on the target consumer and the company perception of marketing. The mot common roots used by the dealers here includes Advertising, sales promotion, Public relations, and direct on line marketing. PROMOTION STRATEGY : a. Advertising : Advertising is defined as any paid form of non-personal presentation and promotion of goods and services or ideas by an identified sponsor. In Shimoga City it has played a very important role in promoting the sales of glassware. It deals with efforts undertaken to increase and improve demand and sales of the products of the firm of the company. Advertising is one of the major promotional tools. The company explains the uniqueness and advertising of the product to the customer through salesmans, distributors, dealers etc.

Advertisement in newspaper, television, magazines etc plays an important role in the field of promotion. People are attracted towards the particular product through advertisements. MARKET SHARE OF VARIOUS BRANDS GLASSWARE : The success of the firm can be measured in terms of its products, market share in comparison with the competitive products. Market share serves as `an indication to examine the effectiveness of a firms marketing strategy. It is necessary for the firm to have knowledge of the market potential for the concerned product. Based n the market potential the most effective marketing and promotional strategies can be formulated. Market share of various brands of glassware in Shimoga : Borosil Eagle Milton Others 35% 25% 20% 20%

CONSUMER PROFILE CONSUMER BEHAVIOUR : People in different parts of the world differe greatly in physical appearance, dress, manners, ideals, religion, culture, education, occupation patterns etc. differences also arise from difference in natural r physical environment. Besides there are bound to be differences in the economic status of people at various palces at various places. A persons occupation, life style, economic circumstances, will greatly effect product choice. Peoples economic circumstances consist of their spendable income, saving and assets borrowing power and attitude towards spending versus saving. Other demographic aspects like nature of family, size of the family education and sub culture have an influence on the goods and services brought. PURCHASE DECISION : The purchase decision is the stage in which the consumer has to take a decision regarding the product the brand, price to be paid, purchase basis, source of purchase etc. the decision evaluation stage leads the consumer to rank objects in the choice set. He or she will form a purchase intention. The consumer forms a purchase intention on the basis of such factors as expected family income expected price, and expected benefits from the product. There is no particular sequence, which a consumer follows in his purchase decision. He might decide on the product to be purchased first and then the store from where it is to be purchased. The brand of the product to be purchased may be decided upon subject to its availability in a particular store.

BUYING MOTIVES : In an effort to provide a framework for the analysis of consumer Behaviour and motivation, attempts have been made to distinguish certain types of buying motives. Thus, those influences that lead a customer to choose one product in preference to another are called product motives. Where as the considerations that cause him to buy at a particular retail store are called patronage motives. There are a great many reasons why consumers choose the retail outlets that they do. For some people price is very important factor in making his choice other persons may knowingly by pass the store with the lowest price, and choose an outlet has a reputation for rending unusually good services or for carrying particular quality of merchandise. In addition, these motives have been further classified according to whether the influences and considerations are emotional in nature or Rational. Some of the emotional motives are : 1. Emulation, which is the tendency to imitate others. 2. Conformity or the desires to be like others. 3. Individuality or distinctiveness. 4. The desire for comfort. 5. The desire for pleasure and recreation. 6. Ambition pride and the desire for prestige. Rational Motives on the other hand are usually designed as follows : 1. Economy in purchase and operation 2. Efficiency in operations 3. Dependability in use and in quality 4. Durability of the product

5. Convenience in use of the product

6. Money gain or the enhancement of earnings. The consumer acts as he does automatically and rather inflexibility from force of habit. Impulsive buying does take place, but primarily with fairly equivalent products, small purchase, or an occasional luxury, that is in situations when it is not really important. No doubt, consumer behaviour could be made more effective through greater deliberation and planning of purchase but limitation of time, energy and similar factors appear to preclude this possibility. SOURCES OF INFORMATION AND BRAND AWARENESS : A consumer with a need or desire may or may not search for more information. If the consumer drive is strong and well defined gratification object is near at hand, the consumers need may simply be stormed in memory. The consumer may undertake no further search, some further search and some further search of very active search for information bearing on the need. Of key interest are the major information sources of the consumer will turn to and to relative influence each will have an the purchase decision consumer information sources fall into 4 groups : 1.
2.

Personal sources family, friends, neighbors) Commercial sources (advertising, salesmen, dealers) Public sources (mass media) Experimental sources (handling, examining, using the product).

3. 4.

The relative influence of these information sources various with the product category and information and the buyers characteristics. Generally speaking, the consumer receives the most information exposure about a product from commercial sources i.e. market dominated sources. The most effective exposures, however, tend to come from personnel sources. Each type of sources may perform somewhat different function in influencing the buying decision. Commercial information normally performs an informing function and personal sources perform a legitimizing or evaluating function. As a result of gathering information, the consumer increases his or her awareness of the available brands and their features. Moreover, a consumers behaviour is strongly influenced by social factors such as the consumers reference groups, family and social roles and status. The fabric of a given society is woven from many threads of interpersonal relationship. These interpersonal relationships have a direct or indirect influence on the persons attributes or behaviour. ADVERTISING EFFECTIVENESS : Promotion of all effects the wants, motives, perceptions and attitudes of consumers. Further more individuals who have the affect by advertising in turn influence other individual through reference groups.

Advertising, in origin and intention, is a form of promotional activity, and probably a necessary part of the marketing process in a modern mass production economy, advertising has become part of our everyday life. We may not always like it. We may regard much of it as a calculated insult to our intelligence we may distressed its impact on our family spending pattern and suspect that it uses us more than we use it but it is here to stay for the foreseeable future. Modern economic may not function without it and even consumers organizations rely on it. Much of the advertising is aimed at the retailer as well as at the final consumer. Inspite of the criticisms leveled against advertising its importance in marketing has been growing. POST PURCHASE FEELINGS : After purchasing the product the consumer will experience some level of satisfaction or dis-satisfaction. The consumer will also engage in port purchase actions of interest to the market. purchase period. The answer to the question what determines whether the buyers is highly satisfied, somewhat satisfied, somewhat dis-satisfied or highly dissatisfied with purchase lies in the relationship between the consumers expectations and the products perceived performance. If the product matches expectations, the consumer is satisfied, if it exceeds them, the consumer is highly satisfied, if it falls short, the consumer is dis-satisfied. The marketers job doesnt end when the product is bought but continues into the post

The consumers satisfaction or dis-satisfaction with the products will feed back on subsequent behaviour. If the consumer is satisfied then he or she will exhibit their higher probability of purchasing product on the next occasion. The satisfied consumer will above tend to say good things about the products to others.

CHAPTER 7 SURVEY ANALYSIS Consumer Attitude : Consumer behaviour is a comparatively new field of study. It is the attempt to understand consumers role in the buying action. It has assumed growing importance under market oriented or customer oriented marketing management. Consumers are the makers of fortune of business. Understanding consumer is the crucial task. It is an attempt to predict the consumer reaction in the role of buying. Present survey in conducted to ascertain the consumer attitude towards Borosil glassware. 50 respondents are selected for the purpose of this study. The respondents selected include both users and non-users of Borosil glassware. Analysis has been made with reference to consumer profile, purchase decision, buying behaviour and motives, brands awareness, advertising effectiveness and post-purchase feelings of consumers. This analysis aims at identification of the factors, which influence consumers buying behaviour and brand preference for glassware.

TABLE 7.1 : RATIO OF USERS TO NON-USERS OF GLASSWARE BOROSIL

No.of Users Non users respondents 35 15

Percentage 70 30

Total

50

100

The above table shows the ratio of users to non users of glassware among the respondents. 35 respondents accounting for 70% of the total number of respondents are users of glassware, which emphasis the fact that glassware are becoming a necessity among consumer in Shimoga City, but 30% of people not using Borosil glassware by some or other reasons.
CHART SHOWING RATIO OF USERS TO NON-USERS OF GLASSWARE BOROSIL 70

PERCENTAGE

80 60 40 20 0

30

Users Users

Non users Non users

TABLE 7.2 : OCCUPATION OF RESPONDENTS

Occupation Services Businessmen Housewife Students Agriculturist Not indicated Total

No.of respondents Users Non-users 5 2 17 3 1 1 10 7 1 1 1 1 35 15

Percentage 14 40 4 34 4 4 100

The above table shows the ratio of different occupation of people and in them users and non users, here 40% of people were businessmen in which accounting of 20 in them 17 are users and 3 are non users as continue 2nd place comes to students where it covers 34% accounting to 16 where are users. This comes as services where 14% accounting to 7 respondent where 5 are users and 2 are non users ratio of other were agriculturists, housewives and others were 4% commonly were 50:50 users and non users.

CHART SHOWING OCCUPATION OF RESPONDENTS 18 16 14 PERCENTAGE 12 10 8 6 4 2 0

r Se e vic s es in s Bu en m s fe wi e us u St n de ts r Ag icu ist ur lt t No ed at ic nd

17

10 7 5 3 2 1 1 1 1 1 1

Ho

Users

Non-users

TABLE 7.3 : RATIO OF INCOME OF RESPONDENTS

Income Below 7000 3000-7000

No.of respondents Users Non-users 3 6 12 7

Percentage 18 38

Above 7000

20

44

Here the purchase of Borosil as it is luxury item indicated earlier most of above 7000 rupees income family were purchase Borosil medium class less than then and low class group were very low.
CHART SHOWING OCCUPATION OF RESPONDENTS

and

Users

Businessmen

Non-users

TABLE 7.4 : EDUCATION LEVEL OF RESPONDENTS

Not indicated

Agriculturist

Services

Housewife

Students

18 16 14 12 10 8 6 4 2 0

17

PERCENTAGE

10 7 5 2 3 1 1 1 1 1 1

Education level S.S.L.C. and Below Graduate and below

No.of respondents Users Non-users 2 8 29 6

Percentage 20 70

Post-graduate

10

Here Borosil glassware was purchased most by high qualified people about 80% of post graduate and 85% of graduate and 20% of under graduate purchased Borosil glassware. This shows clear picture that over educated prefer Borosil glasswares.
CHART SHOWING EDUCATION LEVEL OF RESPONDENTS 30 PERCENTAGE 25 20 15 10 5 0 2 S.S.L.C. and Below Graduate and below Users 8 6 29

4 1 Post-graduate

Non-users

TABLE 7.5 : RATIO OF DIFFERENT DEISGN OF GLASSWARE OF BOROSIL

Ratio of Different design Tea cup Kettle Cook & serve Bake and serve Trays Microwave pot Total

No.of respondents 15 4 5 3 3 5 35

Percentage 42 12 15 8 8 15 100

Here tea cups were most popular as 42% of people accounting to 15 respondents of 35 using this, after that cook and serve and microwave pot are 15% popular and kettle at 4th place 12% of people like it bake and serve, trays are at last place both are 8% popular. It results that carafe is most used by people.

CHART SHOWING RATIO OF DIFFERENT DEISGN OF GLASSWARE OF BOROSIL

45 40 35 30 25 20 15 10 5 0

42

PERCENTAGE

15 12 8 8

15

Tea cup

Kettle

Cook & serve

Bake and serve

Trays

Microwave pot

TABLE 7.6 : RATIO OF USERS NUMBER OF GLASSWARE PURCHASED BY INDIVIDUAL CUSTOMER

Items One Two Above two

No.of respondents 9 12 14

Percentage 25 34 40

Total

35

100

Here main point is that the people who purchased more than two were more in number that are 40% accountability of 14 out of 35 and two articles of glassware were 12 people which leads to 35% and having only one were 25% that accounts to a respondents. This give conclusion about how popular is glassware in kitchen.
CHART SHOWING RATIO OF USERS NUMBER OF GLASSWARE PURCHASED BY INDIVIDUAL CUSTOMER 40 34 25

40 PERCENTAGE 30 20 10 0

One

Two

Above two

TABLE 7.7 : SOURCE OR CHANNEL OR PLACE WHERE THE BOROSIL GLASSWARE WERE PURCHASED

Place Dealers Retailers Showroom Secondhand Internet Malls Total

No.of respondents 11 12 6 1 3 2 35

Percentage 31 34 17 3 9 6 100

There it clearly indicates that most people about 34% were purchase through unauthorized dealers or retailers which are very near to there house and 2nd place come of company dealers where 31% were come under this, showroom took third place where 6 out of 35 purchase there, due to lack of knowledge only 9% people purchase through internet and rich people or A class people were who go at shopping malls gets last place of 6% accounting to 2. So it shows real picture of Indian economy about powerful retailing in all sectors.

CHART SHOWING SOURCE OR CHANNEL OR PLACE WHERE THE BOROSIL GLASSWARE WERE PURCHASED

35 31 30 25 PERCENTAGE 20 15 10 5 0
Dealers

34

17

9 6 3

Retailers

Showroom Secondhand

Internet

Malls

TABLE 7.8 : RATIO OF USERS IN PRICE OF GLASSWARE BOROSIL Price High Reasonable Low Total No.of respondents 7 23 5 35 Percentage 20 65 15 100

Here most of people feel that though Borosil is good at quality the price matches reasonable about 23 out of 35 leads to 65% in graph it covers majority about 20% leads to 7 respondents feel it as high but they feel Borosil catching the goodwill amount, but at last 15% people feel that its cost low because of its attractiveness, because of different income group the results always varies.

CHART SHOWING RATIO OF USERS IN PRICE OF GLASSWARE BOROSIL

15%

20%

65%

High

Reasonable

Low

TABLE 7.9 : REASONS OF NOT PURCAHSE OF BOROSIL GLASSWARE Reasons Never heard High price Not necessary Hard to handle No microwave oven Others Total No.of respondents 3 4 4 2 1 1 15 Percentage 21 26 26 13 7 7 100

Here 26% of people give reasons for not purchase were two kind one was high price another was not necessary but 215 of people never heard because of advertisements failure, 13% accounts to 2 respondents feel that they feel hard to handle may because of their physical structure, 7% of people fell that they have no microwave oven and same people tell that other reasons. So the complete picture is to some of people were using of metal vessels and some have give suggestions of to popular the brand image.

CHART SHOWING REASONS OF NOT PURCAHSE OF BOROSIL GLASSWARE

30 25 PERCENTAGE 20 15 10 5 0
Never heard High price Not necessary Hard to handle No microwave oven Others

21

26

26 13 7 7

TABLE 7.10 : ADVERTISING MEDIA CREATING BRAND AWARENESS BOROSIL Advertising media News paper Hoardings Magazine T.V. All media Others Total No.of respondents 6 5 5 6 7 6 35 Percentage 17 14 14 17 21 17 100 IN THE RESPONDENTS OF GLASSWARE

Many of respondents come to know about the brand through all media 21% accounts to 7 people, 17% of people come to know about newspaper, TV, others leads to 6 people and at last come through hoardings and magazines leads to 5 people each matches 14% of its scope.

CHART SHOWING ADVERTISING MEDIA CREATING BRAND AWARENESS IN THE RESPONDENTS OF GLASSWARE BOROSIL

17%

17%

14% 21%

14% 17%

News paper T.V.

Hoardings All media

Magazine Others

CHAPTER 8

SUGGESTIONS AND CONCLUSION 8.1. SUMMARY OF FINDINGS :

The study revealed that there is a great potential for the glassware

manufacturers in Shimoga glassware are almost a necessity in Shimoga as shown by the study. The study indicated that 40% of the respondents were business man and 34% were students forming the majority among the users of glassware. Therefore these two categories of consumers are the potential buyers of glassware. The study also revealed that the potential buyers of glassware are graduates or post graduates. consumers in mind.
It is also clear from the study that most of the consumer families use to

The glassware manufacturers should

therefore formulate their marketing strategy with this segment of

or more glassware. The study also indicates that consumers with higher income 7,000 and above from the major segment of potential buyers of glassware. The study reveals that people with own houses buy more number glassware. This supports the inference that consumers owning houses are the potential buyers of glassware. It is evident from the study large families use more number of glassware. It is clear from the study that 34% of the glassware were purchased from retailer and only 31% are purchased from dealers. Thus retailers forms the main source of purchase for glassware.

 The study also indicates that 80% of the glassware purchased on full cash payment and only 17% on installment basis. The study indicates that in the past the consumers were gained by attributes like good performance, Guarantee period and special discounts in the choice of a brand of glassware. It also reveals that prospective consumers will be guided by attributes like choice of colours, size, variety, lower consumption of fuel and better performance. This increasing tendency on the part of consumers to go in for variety glassware of is a result of introduction of varied designs in glassware by manufacturers of Eagle, Milton, Borosil. The study also indicates that consumers look for quality, and good performance in glassware to whichever income group they belong. The study reveals that 36% of the respondents were influenced by advertisement, 32% of them were influenced by dealers and another 17% by friends and relatives in the choice of a brand of glassware. From the responses of the consumers, it is clear that among the consumers who were influenced by advertisements, Newspapers, TV and Magazines created awareness regarding glassware brands in 70% of the respondents. The study indicates that the advertisements were effective because they were impressive and appeared in many magazines, T.V.s and Newspapers repeatedly. The study revealed that Borosil / glass enjoy the highest current market share of 65% followed by Eagle and Milton. 8.2 SUGGESTIONS :

Based on the summary fo findings the following suggestions are made to the manufacturers and dealers of Borosil glassware. i. Target market : There is a great potential in Shimoga for sales of Borosil glassware. The manufacturers and dealers should concentrate on the consumers who are mainly businessmen and those who are servicemen. The manufacturers should formulate the marketing strategy keeping in mind those consumers with monthly income exceeding Rs. 7000/- because they are the major segment of potential buyers. Moreover,those consumers living in own house form the potential market for glassware. Therefore the manufacturers should keep in mind all the above factors while formulating their promotional and other marketing policies. living in rented house. ii. Price : The manufacturers are suggested to reduce the price Borosil / glassware. Those consumers with monthly income of less than Rs. 3000/should also be brought within the market segment of users. reduced in order to increase their market share. iii. Dealers : Borosil is popular only among the higher income groups, the prices should be The manufacturers can increase the sales of Table fans among consumers

The dealers and retailers are the ultimate link between the manufacturers and consumers. The manufacturers should increase their distribution network by appointing more dealers. The dealers should be given all assistance with regard to the sales of Borosil glassware. The manufacturers of Borosil glassware increase their dealership network and announce higher commissions to dealers in order to increase their market share on par with others. The dealers should formulate their sales strategy, keeping in view the target market mentioned above as they have personal contact with consumers.

iv.

Improvement in the product : At the same time, quality of the borosil should be increased through

extensive research and development and reduce malfunctioning of borosil glassware. innovation. The manufacturers of Eagle, Milton, Bone China, and others should introduce varied designs. For instance, Eagle has introduced glass tea flask. This is very much necessary to increase their market share improvements should be made in the fans so that it consumes less fuel without any reduction in the quality of performance. v. Sales promotion : The problems faced by the users of borosil glassware as revealed by the study should be increased through research and

Provision of installment facilities is not a very effective sales promotional technique. Guarantee period and special discounts are the more effective techniques to increase sales. The guarantee period should be increased to 3 years to life time against manufacturing defect. The provision of all these facilities is very important for the manufacturers in order to maintain the goodwill of the past and present consumers. Further the amount of discount provided during off seasons should be increased. Dealers play the most important role in promoting sales of Borosil Glassware. They should be given all assistance by the manufacturers like display material, incentives in the form of extra commissions for higher sales etc. vi. Advertising : Advertising is important as it increases awareness among consumers. The glassware manufacturers should educate and inform the public regarding the special features and the characteristics of the brands manufactured by them. advertisements. Prices, sizes and varieties available through Advertisement copies The consumers should be persuaded to purchase a

particular brand of fan through advertisement.

should be impressive and should be inserted in many magazines and newspapers, especially in those locally published at the appropriate time. They should appear atleast once a week during the summer season. During off seasons advertisements should inform the public about the discount offered. Brand differentiation should be created by emphasizing distinctiveness of performance and quality.

The manufacturers of Eagle Borosil Milton and Bone China should increase advertising in order to support dealers efforts in promoting the sales of glassware. Advertisements should be made in T.V. as it proves to be a very effective medium of advertising. The advertisements should be made more impressive by using film stars as models to attract attention in print and broadcast media. It can be said that all the findings and suggestions based on the study are reliable. It is hoped that the manufacturers and dealers of glassware will formulate their marketing and promotional strategies on the basis of the suggestions. 8.3. CONCLUSIONS : The result of this survey shows that there exists enough potential market for glassware in Shimoga City. And the respondents do stress on product quality performance. The survey reveals that the consumers are not so price sensitive, and quality is gradually assuming importance. During the survey it was found that consumers opinion about the performance of glassware is satisfactory. Based on the survey, it can be concluded that Eagle, Milton and Bone China are popular among the low economic grade consumers belonging to various groups. Among the promotional activities, it can be concluded that provision of installment facilities is not a very effective sales promotional technique. Through survey, it can also be concluded that personal experience, advertisement, friends and relatives and dealers are the major influences on consumers.

QUESTIONNAIRE Dear Sir/Madam, I am very happy to introduce myself Tarun Kumar, studying final year B.B.M. A.R.G. College, Shimoga. I have under taken a project work CONSUMER ATTITUDE TOWARDS BOROSIL GLASS WARE with special reference to AMBIKA TRADERS, Shimoga. In this connections, I have prepared a questionnaire seeking necessary information from you. Please spare your valuable time to fill the following few questions and answer them with appropriate ones. Thanking you, Yours sincerely, (Tarun Kumar) QUESTIONNAIRE (Please tick [ ] wherever applicable) 1. 2. Name Address : :

________________________________________________ ________________________________________________ ________________________________________________ ________________________________________________ 3. 4. Occupation Income : : ________________________________________________

a) Below Rs. 3000 b) Rs. 3000 7000c) 7000 & above 5. 6. 7. 8. Qualification a) S.S.L.C. & Below Number Is your house. a) Rented Have you own b) Own the glass ware of b) Graduate & below members c) Post-graduate in family

___________________________________

_____________________________________ 9. If, yes what type of glass ware a) Kettle b) Tea cup c) Cook & serve 10. 11. 12. a) One a) Yes a) Eagle b) Bone china c) Milton ________________________ 13. From where you purchase BOROSIL glass ware. a) Dealers b) Retailers d) Second hand e) Internet b) Two b) No d) Yera e) Cello f) Others d) Bake & serve e) Trays f) Microwave pots c) Above two

Number of glass ware in your house. Have you heard brand name BOROSIL Are you aware of above brands.

c) Showroom 14. 15. Purchase basis a) Cash payment

f) Malls b) Installment

Buying motives of BOROSIL than other glass ware

Motive Price Consumption of fuel Designs Weight Guarantee Performance Discounts

Good

Fair

Poor

Brand image

16. 17.

Price of BOROSIL glass ware ? a) High a) Never heard b) High price c) Not necessary ________________________ b) Reasonable c) Low Reasons for not purchasing. d) Hard to handle e) No microwave oven f) Others

18.

Awareness of brand through a) News paper b) Hoardings c) Magazines ________________________ d) Television e) All medias f) Others

19.

Any suggestions for improvement of BOROSIL glass ware. ______________________________________________________ ___________

___________________________________________________________ ______

DATE : PLACE : (Signature of Respondent)

BIBLIOGRAPHY

Marketing Management Marketing research Research for Marketing Decisions

Philip Kotler & Armstrong D.D. Sharma Paul E. Green Donald S. Tull. Gerald Albaum. David L. Loudon. Albert J. Della Bitta google.com Borosil.com

Consumer behaviour

Website