A STUDY ON CUSTOMER PERCEPTION TOWARDS RUBCO FURNITURES COMPANY NAME : RUBCO FURNITURES

By, MITHUL.P.V 1AM11MBA41

INDUSTRY PROFILE The furniture manufacturing industry is comprised of establishments primarily engaged in manufacturing furniture and related products. The furniture industry in India is considered as a non organized sector with handicraft production accounts for about 85% of the furniture production in India. The furniture sector in India only makes a marginal contribution to the formation of GDP representing just a small percentage (about0.5%). The furniture sector in India include , wood furniture, rubber wood furniture, metal and plastic furniture, office furniture, home furniture, plywood etc.

COMPANY PROFILE Rubco is a co-operative sector which was set up in the year 1997 with the objective of effectively utilizing the abundant rubber resources of Kerala. Rubco manufactures and markets a variety of products from footwear to furniture, from mattresses to virgin coconut oil. RUBCO stands for, R- Reliable, U- Unique, B- Beautiful, CConvenient, O Original. RUBCO is the largest exporter of natural rubber in the country today. Even in the domestic market, RUBCO is a major supplier of natural rubber to all leading tyre companies in India. The main objective of the company is To ensure a steady market with remunerative price to rubber growers for their natural rubber. Welfare of rubber growers particularly of small and marginal segment.

Products Chairs, Home furnitures, and Office furnitures. Areas of operation The company is operating global level. They are mainly exporting to US, Europe, Africa and other Asian countries. Competitors information The main competitors are, Tiptop furnitures, Damro furnitures, Dautier furnitures, and Best furnitures.

MC KENSYS 7-S FRAME WORK

Mc Kensys 7-s frame work is explained as follows, 1. Strategy The main strategy of the Rubco company include, quality improvement, customer relationship, integrate the growth opportunity, personnel development, and provide product at right time. 2. Structure Rubco follow a formal organization structure and allow employee participation where the top management will take decisions and transmit it to subordinate levels. 3.System The various systems used by Rubco are, inventory control system, order execution system, merit rating system and EDP.

4. Style The company follow a participative leadership style that allow employees to participate in decision making. 5. Skill Skills include critical thinking and problem solving, marketing and negotiation skill, technical skill and computer proficiency, and financial and personnel management skill. 6. Staff Rubco contain 1200 employees including 65 management staff, the company also conduct training programs for employees. 7. Shared value Values of Rubco include, reliability, integrity, customer focus, team work and achievement.

SWOT analysis
1. 2. 3. 4. 5. 6.

STRENGTH Diversification of products. High quality products Sophisticated machines. Good working condition. Skilled and talented employees. Good brand image. OPPORTUNITIES Global market opportunities. Brand image will attract customers. Change in trend of branded items purchase. Market expansion opportunities.

WEAKNESS 1. High price for products. 2. Less government aid. 3. Less promotional activities. 4. Number of dealers and customers still to be increased.

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THREATS High competition Fluctuating price of raw materials. Latest development and change in technology. Market risks.

LEARNING EXPERIENCE The main objective f the project is to understand the customer perception towards Rubco furnitures. The study helps me to get idea about operations policies, practices of the company. I could learn how to behave in an organization environment. The study helps me to get the idea about various behavior of customers. The study also helps me to get idea about functions of various departments

Statement of the problem The is conducted to know the customer perception, the main reason behind this is, the company have good brand image in the market but that is not resulting in higher sales.
1. 2. 3. 4. 5. 6. Objectives of the study To understand the customer perception. To analyze the customer expectation about the service. Analyze the attitude of customers towards price and quality. To know perception towards promotional activities. Understand the position of Rubco among its competitors. To find out suggestion to improve performance.
Scope of the study

The study on the topic customer perception will help to give some suggestion to the organization to improve the performance. By analyzing the different opinion of customers the company can identify its weakness and they can convert it to strengths. This study will also helpful for the company for future research and development.

Research methodology Data sources Primary data and secondary data. Primary data: through questionnaires. Secondary data: through company journals and internet. Data collection method simple random sampling, and questionnaire survey of 110 respondents. questions include direct questions, open ended questions and close ended questions. Statistical tools percentage method and charts. Type of research Descriptive research: fact finding research.

ANALYSIS AND INTREPRETATION

WORD OF MOUTH PROMOTION
pie chart about word of mouth promotion
50 45 40 35 30 25 20 15 10 5 0

OPINION ABOUT BRAND IMAGE

Graphical representation about brand image
Percent of resp
YES

44 56

NO.OF RESPONDENTS

NO

particulars

From the above graph it is clear that some customers suggest the Rubco product to others, and some of them are not ready to suggest the product to others. As per their opinion they are not suggesting the product to others because of two main reasons, high price and low discount facilities.

The above data clearly mentioned that the Rubco have a very good brand image in the market. Most of the customers are satisfied with the brand image of the company. And Rubco is a well known company in the market.

 Rubco is one of the largest rub wood furniture producing company in the market. Rubco has a good brand image. Rubco provide best variety of products in the market. Most of the Customers are satisfied with dealers service. As per the opinion of customers the delivery performance of the company is good. Customers are not satisfied with after sales service of Rubco. As per the customers the price of Rubco furniture is high. Rubco products are easily available in the market. The quality of Rubco furniture is good. The products are long durable. The additional offers provided by the company are not so good. Rubco have good position in the market when compared to its competitors.

FINDINGS

SUGGESTIONS
Customers are not much aware about Rubcos product range, its quality and the benefits of using the product. So Rubco should concentrate on advertisement. The company should make sure that the product ensures the advantages like durability, comfort ability, consistent performance, and quality etc. Keep good relation with the customers. Good relation in the sense, providing more information, handling customer complaints etc. Company should come out with variety of models. The market trend is daily changing. So the organization must conduct a detailed study. So the company can update themselves. Majority of the customers say that Rubcos price is high. So in such a situation company should talk about the benefits of the products. Company should introduce more promotional schemes such as trade fairs, furniture exhibitions etc. The company should improve the services to its customers. Add more features to products than competitors. Try to improve dealership showrooms and make the product available to customers.

CONCLUSION
Todays customers will think more before buying a product, they will always go for the product that provides more satisfaction to them. They will think logically and they will consider the price also. If a person have a negative perception towards the company that will affect the company because of word of mouth promotion. So the study ensures that the customer perception towards the Rubco furniture is good. By adding more facilities the company can improve its sales and it is possible to become the market leader.