A

DISSERTATION REPORT
ON

“To Study Customer Satisfaction of

Fevicol a product of Pidilite
Industries”
Submitted in partial fulfilment of the requirements for the
Degree Certificate of

Master of Business Administration (M.B.A.)

By
Vikrant Ashok Munde
Roll No
( )
A Study Conducted for the Company
Pidilite Industries Pvt Ltd.
At

International Institute of Management

Science
Chinchwad, Pune-411033
 DECLARATION

I, Mr.Vikrant Ashok Munde hereby declare that this project is a record of authentic work
carried out by me during the academic year 2016-2017 and has not been submitted to any
other University or Institute for the award of any Degree or Diploma.
 ACKNOWLEDGEMENT

I am deeply indebted to many people for the successful completion of this project. I
would like to take this opportunity and go on record to thank them for their help and support.

I am thankful to the International Institute of Management Science for all the support
provided for this project.

I express my deep sense of gratitude and sincere feelings of obligation to my Project

Guide Dr. Mukta keskar who helped me in overcoming many difficulties and who imparted
me the necessary conceptual knowledge.

I also wish to acknowledge the excellent support of my Company Guide

Mr.Sachin Madiwale for this work.

I wish to thank all my teachers and friends too, for their helpful inputs, insightful
comments, steadfast love and support.
 Executive Summery

The concept of “buying behaviour” is of prime importance in marketing and has evolved over
the years. It is important to understand consumer buying behaviour as it plays a vital role in
creating an impact on purchase of products.

The human wants are unlimited and always expect more and more. Pidilite Brands are no
exception to this behaviour. This lead to constant modifications of Pidilite brands and today
we see a new fevicol brands coming into the market practically every month.

In this research study our findings gave us thorough insights of consumer buying behaviour
of stationary products of pidilite. We find that consumers consider various parameters while
buying fevicol as a brand. Factors such as price and functions availing and the utility and its
hedonic aspects our considered very important

We have been able to also infer that people sub consciously register the brand, tend to recall.
We also come to understand that most dealers have showed a tendency to market the fevicol,
fevistick which as per consumers requirement.

On the whole, the market is a very important place to study the behaviour of consumers and
also provide useful insights what a consumer requires in a product. It is only through research
that an company will be able to study the buying behaviour of consumers.
 Index

Chapter Particulars Page No.

1. Introduction 1
- Statement of the problem

- Objectives of the study

- Scope of the study

- Limitations of the study

- Significance of the study

2 Company Profile : 7
- About Company
- History of Company
- Board of Directors
- Company Profile
- Vision and Mission
3 Literature Review 17
4 Research Methodology 30
- Research Design
- Sources of dada
5 Data Analysis 32
6 Finding and Suggestions 52
7 Conclusion 55
8 Annexure 56
- Bibliography

- Webliography

9 Questionnaire 57
 CHAPTER I
INTRODUCTION

Gaining market share is the main objective for companies involved in sales marketing
of specific products. However, deciding on the right marketing strategies is challenging due
to numerous customer buying behaviour. It is therefore important to understand the customer
values and the major preferences, for instance the quality versus price, levels of services,
brand loyalty, distribution channels. This study researches customer behaviour in a specific
market and product area.
The study of Consumer Behaviour is the study of how individuals make decisions to
spend their available resource (time, money, effect) on consumption — related items. It
includes the study of what they buy, why they buy it, when they buy it, where they buy it,
how often they buy it and how often they use it.

1
Statement of the problem
The study was conducted in Pune city to know consumer behaviour towards different
Products of Pidilite. So that it would help to different product of companies to identify the
consumer behaviour.

2
Objectives of the study
1. To find out the buying behaviour of the consumers coming in to Pdilite in NCR
2. To determine the current status of Fevicol as a brand of Pidilite
3. To Find out the customer response towards Pidilite
4. To study the satisfaction level of customers in different attributers of Pidilite
5. To identify main competitors of Pdilite.

3
Scope of the study
The present scope of the study is restricted to the MAXA Distributor in Pune market. The
scope of the study is to identify the consumer behaviour towards Pidilite. It is aimed at
enlightening the company about different steps to be taken up to increase the share of Pidilite
with regard other competitors and also to make the company to provide better
customer services.

4
Limitations of the study

1. As this survey was restricted to Pune this cannot be stated as an in depth research on
this subject.
2. Enough care is taken in formulating the questionnaire; still some errors may creep in.
3. The consumer behaviour varies according to different products.
4. Quality verses price was not taken into the consideration.
5. The project is based on the interview methodology by a stored questionnaire and the
personal skills of the person undertaking the project affect the results.

5
Significance of the study
The Significance of this study is to assist the case company in concluding whether they are
using the right marketing approach in a specific market. The company supplies driver seats to
retailers and end users, and the sales team requested a research of the consumer behaviours
and preferences in the construction machinery market where they have the lowest market
share compared to their other product markets.

6
 Chapter II

COMPANY PROFILE
About Company

Pidilite Industries Limited is an Indian-based adhesives manufacturing company. It also

sells art material, construction chemicals and other industrial chemicals.

Pidilite markets the Fevicol range of adhesives. Its other brands are ―Fevikwik", Dr. Fixit,
"Roff",Cyclo, Ranipal, Hobby Ideas, M-seal and Acron.

Pidilite's Fevicol brand

Pidilite's corporate office is located in Andheri (East), Mumbai. The company has
manufacturing facilities in India, including Mahad (Maharashtra), Vapi (Gujarat) Baddi
(Himachal Pradesh) and Kala Amb (Himachal Pradesh). It also makes Fevi Kwik, a popular
instant adhesive In South Asia

7
HISTORY OF PIDILITE COMPANY

1969
- The Company was incorported as a private limited company on 28th July under the name of
Parekh Dychem Industries Pvt. Ltd., to acquire and take over on a going concern the business
carried on by a partnership firm M/s. Parekh Dychem Industries established in 1961 and
having a factory in Mumbai. The Company was promoted by Balvantray Kalyanji Parekh
along with his brothers. The brand names, are being Fevicol, Fevibond, Fevigum, Pidifix,
Pidivyl, Pidicryl, Acrolise, etc.
- The Company undertook to set up synthetic resin project with a capacity resin project with a
capacity of 3000 TPA at Mahad Industrial area in Raigad district, Maharashtra. Also
undertook to set up a constructions chemicals project at Taloja industrial area, Taloja,
Maharashtra.
1984
- Three other companies in the same group viz., Kodivita Pvt. Ltd., erstwhile Pidilite
Industries Ltd., and Triveni Chemicals Ltd. were amalgamated with the Company effective
1st July, 1st April 1989 and 1st April 1992 respectively.
- Effective 1st July, Kondivita Pvt. Ltd. amalgamated with the Company after necessary
approvals. The shareholders of erstwhile Kondivita Pvt. Ltd., were allotted 41,000-15%
preference share of Rs 10 each and 19,500 shares of Rs 10 each.
- 54,000 I and II Pref. - 4% shares allotted to promoters. 26,000 No. of equity shares allotted
to promoters originally: 26,000 Rights shares issued in prop. 1:1 in 1980, 52,000 bonus
shares issued in prop. 1:1 in 1981
- I & II Pref. 4% shares redeemed. 12% redeemable shares upgraded to 15%. 19,500 No. of
equity shares and 41,000-15% Pref. shares allottee to Kondivita Pvt. Ltd. on amalgamation.
54,000-15% Pref. shares allotted to promoters & in lieu of 1st and 2nd 4% Pref. shares.
1986
- The Name of the Company was changed to PDI chemicals private limited on 1st July, and
then to PDI chemicals limited, on 28th October, 1988. Name was once again changed to
Pidilite Industries Ltd., on 21st February, 1990.
1989
- Effective 1st April, Pidilite Industries Ltd. was amalgamated with the Company. As per the
scheme of amalgamation, 1,93,500 No. of equity shares of Rs 10 each and 72,000-15%
preference shares of Rs 10 each were allotted to the shareholders of erstwhile Pidilite

8
Industrial Ltd.
1992
- As per the Scheme of Amalgamation approved by High Court of Mumbai, Triveni
Chemicals Ltd., (TCL) was merged with the Company effected 1st April. Accordingly 90588
No. of equity shares of Rs 10 each and 40,000-15% preference shares of Rs 10 each were
allotted to the erstwhile shareholders of TCL. 38,49,034 shares allotted in prop. 72:10 to
promoters on 29.1.93.
1993
- 15,36,378 shares issued at a premium of Rs 100 per share in October. Of which 1,50,000
shares issued on preferential allotment basis to Viny Chemicals India Ltd. (only 1,35,000
shares taken up). Balance 13,86,378 shares along with 1,50,000 shares not taken up were
issued to the public (all were taken up).
1994
- The projects for SBR Latices, AZO Pigments and Carbazole Dioxiene Violet Pigments were
commissioned.
- Apuraj Chemicals Ltd., was amalgamated with the Company. As per the scheme of
amalgamation, 66,000 No. of equity shares of Rs 10 each were allotted to the shareholders of
erstwhile Apuraj Chemicals Ltd.
- Vapkon Finance & Industries Ltd., Fevicil Adhesives & Chemicals Ltd. and Pidifin Finance
and Investment Ltd., are subsidiaries of the Company.
- 60,000 No. of Equity shares of Rs. 10 each to be issued and allotted to equity shareholders
of the erstwhile Apuraj Chemicals Ltd. pursuant to the scheme of amagalamtion.
1995
- Expansion project at Taloja was commissioned with an overall plant capacity of 2400 TPA
of construction chemical.
- The Company's technical collaboration agreement with Schomburg & Co., KG. Germany
for transfer of technical process know-how and specifications of the plant etc., was extended
till 8th September.
1996
- The first phase of grass root plant for manufacture of synthetic resins of various types was
commissioned in March at Mahad with a capacity of 7800 TPA. In the second phase, a loop
process plant for continuous emulsion polymerisation was to be commissioned.
- Introduction of several new products in technical collaboration with M/s. Crown Berger

9
Ltd., U.K.
- The Company allotted 61,17,200 No. of equity shares of Rs 10 each as bonus shares in the
ratio of 1:1. 3,800 shares were kept in abyeance due to dispute relating to the title of the
same.
1997
- 600 bonus shares allotted from Bonus Share Issue Suspence Account.
- The company has set up three wind mills of 230 kv each at Village Pransla near Dhank In
Gujarat.
- The Pedilite Industries Limited, manufacturer of the popular Fevicol brand of adhesives, is
actively scouting around for buyers for its chemical and specially resins business. The
company has been in talks with several international players in a bid to either sell off the
business or enter into a joint venture.
1998
- Triveni Chemicals, another group company was also merged with PIL in 1992. PIL's
consumer products division was set up in 1984.
- The Board of Directors gave their approvals for the amalgamation of PGP Engineering
works Ltd and Pidilite Finance Ltd. with the company itself effective 1-4-99. Also, Nebula
Chemicals Ltd. manufacturers of certain grades of adhesives, was to be amalgamated with the
company subject to necessary approvals.
- 2,800 bonus shares kept in abeyance allotted.
1999
- Pidilite Industries is re-engineering itself into a pure brand-oriented marketing company and
is hiving of its manufacturing facilities into a joint venture with a strategic partner.
2000
- The Company has acquired from Mahindra Engineering & Chemical Products Ltd (MECP),
subsidiary of Mahindra & Mahindra Ltd, their adhesives and sealants business consisting of
the brand M-Seal and Mr. Fixit along with goodwill of MECP's adhesives and sealants
business.
2001
-Pidilite Industries Ltd has posted 5.76% lower net profit at Rs.12.76cr for the second quarter
as compared to Rs.13.54cr in the same period last year.
2002
-Income Tax Department has issued a notice to Pidilite Industries Ltd, for an additional

10
income tax liability of Rs.16cr.
-Pidilite Industries has taken over an insulation tape brand called Steel Grip, for Rs.8cr from
Bhor Industries.
-Pidilite Industries is expanding its presence in Fabric care, car care and stationery segments
as part of its strategy to broadbase its produt portfolio.
2003
-Pidilite Industries has tied up with Chota Jadugar, the 3D movie distributed by Srinagar
films to help its new launch AcronRangeela Colours
-Pidilite unveils new liquid pipe sealant
-Pidilite unveils Fevicol Marine 2005
-Pidilite enters into snack market with 'Chikkers'
-Pidilite Industries has acquired Dubai-based company UCC, manufacturer of construction
chemical brand "Probuild" for an undisclosed amount.
-Company has splits its Face value of Shares from Rs 10 to Re 1
2006
- Pidilite Industries Ltd has informed that the Board of Directors of the Company at its
meeting held on October 17, 2006 has noted the resignation of Shri Amit Roy, Director and
Whole time director with effect from December 31, 2006.
-Pidilite Industries Ltd has informed that the Board of Directors of the Company at its
meeting held on December 02, 2006, Shri. V S Vasan has been appointed as an Additional
Director and also as Whole Time Director of the Company with effect from December 02,
2006.
2007
-Pidilite Industries Ltd has appointed Mr.Mandar M.Tambe as the Company Secretary,
Compliance Officer under Clause 47(a) of the Listing Agreement and Compliance Officer
under SEBI (Prohibition of Insider Trading) Regulations, 1992 in place of Mr.P.C.Patel, who
was holding the said position till 30/11/2007.
2008
- Pidilite Industries Ltd has appointed Shri. Bharat Puri as an Additional Director of the
Company with effect from May 28, 2008.
2009
- Pidilite Industries Ltd has informed that Shri. Debu Bhattacharya has been appointed as an
Additional Director of the Company with effect from February 26, 2009.

11
2010
-Pidilite Industries has given the Bonus in the Ratio of 1:1
-Ms. Savithri Parekh has been appointed as the Company Secretary and Compliance Officer.
2011
-PidiliteInds - Appointment of Foreign Currency Convertible Bonds (Share Allotment).
-Shri Sanjeev Aga has been appointed as an Additional Director of the Company.
2012
-Pidilite Industries Ltd has entered into a Joint Venture Agreement with Hybrid Coatings for
manufacture of construction chemicals and to establish a Joint Venture Company in India for
this purpose.
-Pidilite Industries Ltd has the name of the Registrar & Share Transfer Agent (RTA) of the
Company has been changed from "TSR Darashaw Limited" to "TSR Darashaw Private
Limited".
2013 -Pidilite Industries incorporated a subsidiary Company in the name of "Percept
Waterproofing Services Ltd" for the purpose of carrying on business of services relating to
waterproofing including consultancy and project based services etc.
2014 -Pidilite Industries Acquisition of Adhesive Business of Blue Coat Private Ltd. - Pidilite
Industries alongwith its Wholly owned subsidiary Pidilite International Pte Ltd. has
incorporated a pvt ltd subsidiary Company in Ethiopia in the name of "PIDILITE
CHEMICAL PLC" for manufacture of adhesives, mastics, paints, varnishes or similar
coatings, printing, writing and painting inks etc.
2015 -Pidilite Industries Limited along with its Wholly owned subsidiary Fevicol Company
Limited has incorporated a Company in the name of "WOOD COAT PRIVATE LIMITED"

12
BOARD OF DIRECTORS:-

S.No Name Designation

1 Mr.M B Parekh Executive Chairman
2 Mr.N K Parekh Vice Chairman
3 Mr.Bharat Puri Managing Director
4 Mr.A B Parekh Whole Time Director
5 Mr.A N Parekh Whole Time Director
6 Mr.Sabyaschi Patnaik Whole Time Director
7 Mr.B S Mehta Director
8 Mr.Ranjan Kapur Director
9 Mr.Sanjeev Aga Director
10 Mr.Uday Khanna Director
11 Mrs.Meera Shankar Director
12 Mr.Vinod Dasari Director

13
COMPANY PROFILE IN BRIF:-

Pidilite was established as a partnership firm with parekh Dyechem Industries in 1961
Name changed to PDI industries after manager with kondivita industries in 1989.
Pidilite has become the largest manufacturer of adhesive.
Pidilite‘s mainstay of earnings is consumer and industrial adhesives and sealants.
Fevicol is the company‘s largest brand.
Expansion of product portfolio has lead it to be recognized as a leading FMCG player.
Company has in total 40 brands spanning 400 industrial and consumer products.
Some leading brands fevicol, fevistick, fevigum, acrylic color, ramgeela, etc.
It has launched several new products in last few years like fevistrick, feviseal.

PRODUCTS:-

Year Months Product name Sales Sales unit of Sales value Product
quantity measurement (Rs. Crores) Mix(%)
1703 12 Consumer Family 0 4366.9 82.41
Products
1703 12 Industrial Products 0 882.72 16.65
1703 12 Others 0 49.03 0.92

14
VISION AND MISSION

Vision
To Be The Most Innovative Research and Technical Competence Centre for
Sustaining ―Innovation-Driven‖ Growths for Pidilite Group of Companies globally.

Mission
 Invite, invest, and embrace talented people and scientists for great challenges ahead
 Support, serve, and satisfy all valuable customers with our innovative products and
excellent technical competency
 Innovate with our customers to provide total product satisfactions and business
growths

15
COMPETITORS:-

Regional brands

Small players in unorganized sector

Large companies like jubilant organises

PIL Export Internationally To

 Europe
 UAS
 Middle east
 Africa
 Asia
 Australia
 Japan

STRENGTHS:-

Pidilite‘s min strength is their strong marketing advertising skills.

Fevicol is an immensely strong brand. It is so strong that anything that has a prefix
‗Fevi‘ to is sells without any effort by the shopkeeper.

Pidilite earns 50% plus revenues from adhesives segment whose brand have excellent
recall value.

OPPORTUNITIES:-

One can see signs of ‗3m of India‘ in Pidilite. And 3M is a $60 billion company.
Pidilite can become a big company if things go well.

Growth in the retail sector in India is a positive for Pidilite, especially the future
growth of home specific store like home town and home shop.

16
 CHAPTER-III
REVIEW OF LITERATURE
Various researchers have carried studies related to advertising effectiveness and viewer
responsiveness to advertisements. These studies were primarily focused on identifying how
consumer perception and attitude formed in relation to the advertising stimuli, advertising
effectiveness and in relation of consumer perception / attitude with consumer purchase
behaviour. Sachin Madiwale sir , Aniket sir , Satish sir explores that, brands are nothing but
customer perceptions and the amount of relevancy they enjoy in the lives of their target
audiences. Their study deals with Fevivol India‘s customer engagement campaign in the Pune
market whereby it was observed that Fevicol India appealed to the Adhesives Product in pune
population over there in an innovative manner. They weaved the concept of Ganapati Festival
around the campaign, were found to involve celebrities from the Pune market campaign and
thus generate significant awareness, affinity and involvement among the target audiences.
The impact of emotional and rational appeals in advertising from the perspective of
preference for different ad appeals led to different response and that both emotional and
rational appeal were not equally preferred across all product category and product life stage.
To effectively perform the communication activity that directs the flow of goods and services
from producer to the ultimate consumer or user, consumer psychology has to be well
understood. While one end of the continuum of consumer information processing perspective
deals with hedonic experimental model that views consumers driven purely by emotion in
pursuit of fun, fantasies and feelings the other end of consumer processing model is based on
pure reason cold, logical and rational. Bilal Mustafa Khan and Saima Khan (2013) raveled
that the effect of humorous advertising on brand recognition by consumers. For this purpose,
four brands were selected, namely, Fevicol, Cadbury Chocolate, Karrbon Mobiles and Coca-
Cola. For each 21 brand, two television commercials were chosen, ensuring that one is
humorous and the other non-humorous. So, in all, eight television commercials were shown
to audience and their responses were suggested that humor is an essential ingredient of an
advertisement and has profound effect on building brand recognition. This could be
conditional by comparing the results of the same brand. Humorous advertisements were
found to be more effective than non-humorous advertisements. Thus, it can be secondary that
humour should be used in advertising as it leads to positive brand recognition.

17
Consumer & bazaar products
Consumer & bazaar products account for 81% of the company‘s revenue. It includes various
segments like adhesives and sealants, construction chemicals, art materials and stationery and
others like fabric care, automotive and decorative segments. These products are widely used
by carpenters, painters, plumbers, mechanics, households, students, offices, etc.
1) Adhesive and sealants:
The organised adhesive market in India is estimated at ~INR 10 bn with Pidilite being
a major player, garnering 70% market share. Pidilite has established leadership position in
adhesives and sealants segment with it contributing 51% to company‘s revenue. The
company offers extensive range of products under this segment used in woodworking,
upholstery & flooring, footwear, automotive aftermarket, plumbing and electrical and for
decorative purposes. Brand Fevicol has become synonymous with adhesives to millions in
India and a huge entry barrier for other competing products. The closest competitor is
Jubilant Organosys with its Jivanjor brand. Huntsman's brand Araldite is the leader in the
epoxy resin segment, piping Pidilite's Fevitite into second place, although its white glue
brand, Carpenter, has not been successful. The company faces competition from various local
brands. This industry is expected to post 10-12% in the long term. Fevicol is marketed in 54
countries worldwide. In India alone it is available at over 50,000 stores across the country.
2) Construction chemicals:
These are materials that are added to a building structure to increase its life and
provide stability and used during pre-construction and post-construction stages. These
include extensive range of products like waterproofing material, admixtures, tile fixing
solution, floor hardener, sealants, grouts, heat reduction coatings. Current market size of this
segment is estimated to be INR ~18 bn. It contributes ~20% to total revenue. This segment
has delivered 30-35% CAGR over the past five years and is expected to be the company‘s
growth driver and post CAGR of more than 25%. Pidilite owns two well known brands under
this category viz., Dr. FIXIT and ROFF used for varied application in waterproofing, sealing,
flooring, concrete treatment & plastering. The Sika Group, based in Switzerland, with
significant presence in construction chemicals poses stiff competition.
3) Art Material and stationery:

18
 Pidilite has an extensive range of art material catering to education, hobby and fine art
segments. Products under this segment are complemented with books, videos and training
material to make them popular among the targeted end user segment. The company‘s position
in this segment was strengthened with the acquisition of Traistar Colman brand in India and
The Sargent Art brand by its subsidiary in the US. Various products manufactured under this
product portfolio are tempera colours, crayons, chalks, markers, poster paints, water colours,
clay, fabric colours, glass colours, Segment Pidilite brands Competition brands Use Adhesive
& Sealant Fevicol, Fevistik, Fevikwik, Mseal, Steelgrip, Feviquick Jivanjor, Carpenter,
Araldite, Dendrite Woodwork, Flooring, Upholstery, Footwear, Plumbing, electrical and
decorative purposes Construction chemical ROFF, Dr. Fixit, Fevimate Sika, Fosroc
Waterproofing, Admixture, Tile fixing, Floor hardening, Sealants, Heat reduction coating Art
material & stationery Fevicryl, Hobby Idea, Fevicraft, Sargent Art Camlin, Faber Castle
Education, Publication, Painting Fabric care Ranipal Ujala Cloth brightner, Stain removal
Automotive Cyclo, Motomax Castrol Lubricant, Engine Oil, Maintenance, Polishing
Decorative paints Wudfin, Piditint Asian Paints, Berger Wood finishing, Interior coating and
wall finishing Consumer & Bazaar Pidilite 19 Edelweiss Securities Limited ceramic colours,
moulding putty, brushes, hobby kits, hobby books, etc. This segment contributes around 10%
to the company‘s total revenue. This segment is expected to grow at 10-12% in long term.
This product range is dominated by competitiors Camlin and Faber Castle.
4) Others:
This includes a wide range of products like fabric care, car care and decorative paints.
Pidilite acquired Cyclo brand in June 2006; its product range includes maintenance,
performance and appearance products for DIY (Do-it-Yourself) and professional car care
segment. Cyclo products are sold in US and over 50 other countries. Ranipal has a good
market presence in the fabric care segment. Main competitor in fabric care segment is Jyothy
Lab‘s Ujala.
5) Industrial specialty products:
Industrial specialty accounts for 19% of the company‘s revenue. This segment has
lower margins vis-à-vis consumer and bazaar segment. The Henkel Group has presence in
this industry and poses severe competition.

19
 Consumer Buying Behaviour

What is consumer behaviour?

Activities people involved in when selecting, buying, and using products so as to
satisfy needs and desires. Consumer behaviour involves the psychological process that
consumers go through in recognizing needs, finding ways to solve these needs, making
purchase decision (e.g., whether or not to purchase a product and, if so, which brand and
where), interpret information, make plans, and implement these plans (e.g., by engaging in
comparison shopping or actually purchasing a products).

20
 Effectiveness of AD on consumers

Consumer Buying Behaviour Process

Need/Problem Recognition:

The buying process begins with recognition on the part of the buyer that he has a problem or
need. Purchase decision making process begins when a buyer becomes aware of an
unsatisfied need or problem. This is the vital stage in buying decision process, because
without recognizing the need or want, an individual would not seek to buy goods or service.

In case of FEVICOL, a housewife may find that the dining table of the house cannot be used
because of the wear and tear of the wood. Here she recognizes the need to repair the table or
buying a new table. She approaches a carpenter to repair it. Here the need for adhesive arises
to stick the wood and the veneer.

21
Information Search:

After the consumer has recognized the need, she will try to find the means to solve that need.
First she will recall how he used to solve such kind of a problem in the past, this is called
nominal decision making. Secondly, a consumer will try to solve the problem by asking a
friend or goes to the market to seek advice for which product will best serve his need, this is
called limited decision making.

Sources of information include;

· Personal sources
· Commercial Sources
· Public sources
· Personal experience

The user after recognizing the need can either get the product by herself or asking the
carpenter, neighbours, etc. of which product to buy and what all adhesive brands are available
in the market. Here she collects all the information regarding the product which will solve the
need.
Alternatives evaluation:

Consumers‘ evaluates criteria refer to various dimension; features, characteristics and

benefits that a consumer desires to solve a certain problem. Product features and its benefit is
what influence consumer to prefer that particular product. The consumer will decide which
product to buy from a set of alternative products depending on each unique feature that the
product offers and the benefit he / she can get out of that feature.

When she‘s got enough information concerning the different brands of adhesive available in
the market, she will decide which kind of brand to buy depending upon her need. This may
include various factors such as quality, price brand name, reference of carpenter, etc.

22
Purchase Action:

This stage involves selection of brand and the retail outlet to purchase such a product. Retail
outlet image and its location are important. Consumer usually prefers a nearby retail outlet
for minor shopping and they can willingly go to a far away store when they purchase items
which are of higher values and which involve higher sensitive purchase decision. After
selecting where to buy and what to buy, the consumer completes the final step of transaction
by either cash or credit.

After selecting brand from different alternatives available she will make a final decision of
buying the adhesive from a nearby outlet since the product is not much expensive and is not a
high involvement product.
Post-purchase Actions:

Consumer favourable post-purchase evaluation leads to satisfaction. Satisfaction with the

purchase is basically a function of the initial performance level expectation and perceived
performance relative to those expectations. Consumer tends to evaluate their wisdom on the
purchase of that particular product. This can result to consumer experiencing post purchase
dissatisfaction. If the consumer‘s perceived performance level is below expectation and fail
to meet satisfaction this will eventually cause dissatisfaction, and so the brand and/ or the
outlet will not be considered by the consumer in the future purchases. This might cause the
consumer to initiate complaint behaviour and spread negative word-of-mouth concerning that
particular product.

If she decided to buy a wood adhesive she will ask the carpenter to use the product and know
whether the purpose is fulfilled or not. If the need is fulfilled satisfactorily then the customer
will be delighted and if not, say the adhesive did not fix the wood or the paste was dry then
there will be non-delight of customer which may result in negative word of mouth and may
lead to decline in goodwill of the brand.

23
Low-Involvement versus High-Involvement Buying Decisions

Consumers don‘t necessarily go through all the above stages when they‘re considering
purchasing product. You have probably thought about many products you want or need but
never did much more than that. At other times, you‘ve probably looked at dozens of products,
compared them, and then decided not to purchase any one of them. At yet other times, you
skip stages 1 through 3 and buy products on impulse. As Nike says, you ―just do it.‖ Perhaps
you see a magazine with sexy looking Angelina Jolie or Brad Pitt on the cover and buy it on
the spot simply because you want it. Purchasing a product with no planning or forethought is
called Impulse buying.

Impulse buying brings up a concept called level of involvement—that is, how personally
important or interested you are in consuming a product. For example, you might see a bag of
chips and realize you‘re hungry. These are items you need, but they are low-involvement
products. Low-involvement products aren‘t necessarily purchased on impulse, although
they can be. Low-involvement products are, however, inexpensive and pose a low risk to the
buyer if she makes a mistake by purchasing them. Consumers often engage in routine
response behaviour when they buy low-involvement products—that is, they make automatic
purchase decisions based on limited information or information they have gathered in the
past.

Here taking our brand, if you buy fevicol every time you need something to stick then now
also if you require something to fix or stick you go and ask for a fevicol. But if you don‘t get
Fevicol that doesn‘t mean it‘s the end of the word for u!

By contrast, high-involvement products carry a high risk to buyers if they fail. A car, a
house, is example of these types. These items are not purchased often. Buyers don‘t engage in
routine response behaviour when purchasing high-involvement products. Instead, consumers
engage in what‘s called extended problem solving, where they spend a lot of time
comparing the features of the products, prices, warrantees, and so forth. High-involvement
products can cause buyers a great deal of post purchase dissonance if they are unsure about
their purchases. Companies that sell high-involvement products are aware of that post
purchase dissonance can be a problem. Frequently they try to offer consumers a lot of

24
information about their products, including why they are superior to competing brands and
how they won‘t let the consumer down.

How do consumers buy adhesives (Fevicol):

 Type of use - it depends on the type of use, for example whether it is used for paper,
cloth, fibre, wood, leather tec.
 Brand recall – when you go to buy a product what is the first brand that comes to
your mind. Example if we want to buy a burger the first thing that comes is Mc
Donald‘s.
 Availability of the product – what products or brands are available in the nearest
outlet since the involvement is low it does not matter from where you buy the product.
Hence the product which is available at your convenience will be purchased.
 Price – after the brand recall and the availability of the product the consumer
compares the price with the other brands if she is aware or in case of generic names
like in the case of Fevicol she doesn‘t mind paying a little high for it.
 Quality – the quality of the product is less importance if it‘s for sticking paper, cloth,
etc. but can be taken into consideration if one has to fix a thing which is precious.
 Quantity – quantity of the product is considered when one has given order for new
furniture to the carpenter etc.

• The Carpenters
Major Users • Other Industries-footwear,electrical

• Students
Minor Users • Office stationery

• Casual Users
Others

25
POSITIONING OF FEVICOL

Fevicol has successfully positioned itself as a provider of high quality adhesives at an

affordable price. Though slightly expensive, it does not pinch the customer much as the
overall cost of glue is a miniscule part of the cost of furniture.

Analysis of Advertisements:

Year of Description of events in Main Focus area of

Punch line
Launch advertisements the ad
Tees (30) Saal Targeting is on
Bob Cristo fighting with wooden chair
1991 se champion Furniture
in boxing ring
fevicol manufactures only.
Mainly focusing the
Rajkumar Hirani - Two group of strong Fevicol aise jod joining strength but
men playing tug of war with a elephant lagaye ache se furniture aspect is
1992
on one side and fevicol joined wooden ache na jod still present subtly
piece in the middle paye with the wooden
join.
Fevicol aise jod Main focus on
Politicians playing of tug of war with lagaye ache se joining strength of
1996
chair tied in the middle achha nahi tod fevicol but still the
paye chair is present.
Main focus on
Fevicol aise jod
Village girl carrying 7 earthen joining strength of
lagaye ache se
1996 pots(Mataka) on the head with children fevicol. Rural India
achha nahi tod
trying to disturb and break them is shown.
paye

focus on unbreakable
lagta hain yeh
strength of fevicol
Hens eats poultry feed from old Fevicol fevicol ka
1997 joint. Very subtly,
box lays unbreakable egg mazboot jod
two carpenter are
hian tutega nahi
working in the back

26
 ground.
Cliff-hanger Ad : A group of carpenters focus on unbreakable
are working while watching TV. A strength of fevicol
fevicol box is kept over the TV and the joint. Very subtly,
1999 -
dialogues are ―pakde rehna chhodna group of carpenter
nahi‖. As soon as one of the carpenters are working in the
picks the fevicol box women falls back ground
Focus on adhesive
strength. Carpenters
Shadow ad : A man dances in front of a
part is missing. No
2000 fevicol hoarding and the shadow keeps -
words in the ad.
dancing even as the man moves ahead
Language neutral
ads.
No wording in the
truck ad : For most part of the ad,
ad. Language and
people are shown clinging onto a truck
2002 - region neutral ad.
in the end the back side is shown where
Focusing on adhesive
a fevicol hoarding is there.
strength of fevicol.
A man tries to commit suicide by
putting a rope around his neck. The Focus on adhesive
chair breaks and somebody says strength. Carpenters
―fevicol nahi lagao tharo to kaam na part is completely
2003 -
hou‖ then a wooden plank falls from cut.
above and man dies and the old guys Rural India is shown
says ―fevicol nahi lagao tharo to kaam in the ad.
ho gayo‖
Katrina Kaif - A Groom is travelling in
the train with his wife sitting next to No wordings.
him. Katrina Kaif is sitting on the Language and region
2003 opposite seat. He dreams that when they - neutral. Main focus
got down from the train Katrina Kaif is adhesive strength of
standing at some distance and calling fevicol.
him. He runs but is not able to move. He

27
 wakes up to find that he is sleeping
besides a fevicol box
A group of milkmen are milking the No wordings.
cows and a truck opens and all the cows Language neutral.
2004 -
stop giving milk and the final image Rural India is shown.
show the truck contains fevicol boxes
In a village scene, a women is cooking
and her little boy keeps running away.
After 3-4 times, she picks the boy and Rural population
2005 -
put him on a plastic box. Now he is not shown.
running away why? The camera shows
the side view and it is a fevicol box.
Encouraging the
people to ask for
A retail customer asks the shopkeeper to
Aap Puchhenge furniture made using
swear on his mother‘s head if he has
2006 nahi to woh fevicol. Furniture
used fevicol in his furniture and he says
batayenge nahi concept is back after
no and the customer goes away
a long time although
subtly.
Joint Family : Members of family are Stress on family
loji isse Jodi hui
asking each other if anybody put some boding and
family ke naam
2007 water in tulsi plant ? Doing this all of association of fevicol
fevicol ka
them come towards the plant. And the with it. Again Rural
salaam
plant is planted in a fevicol box market is shown.
A small girl is getting ready for a fancy
dress competition dressed as male
warior and puts a moustache. The
50 saal se
moustache sticks to the girl and all her
2009 champion -
life stages are shown with the
fevicol
moustaches and when she dies it is
shown in flashback the moustache was
kept near a fevicol box
2010 two boats are involved in a tug of war Ab wahi Simultaneous with

28
with chair tied to the middle mazboot jod Onam, the authentic
pani mein bhi Kerala boat race
fevicol marine setupold concept is
utilized for a
separated product
line. Focus is on
adhesive strength in
water

29
 CHAPTER –IV
RESEARCH METHODOLOGY

―Marketing Research is the systematic designing, collection, analysis, and reporting

of data and finding relevant to a specific marketing situation facing the company.‖

The survey technique is intended to secure one or more items of information from a
sample of respondents who are representatives of a larger group. The information is recorded
on a form known as questionnaire. As data are gathered by asking questions from persons
who are believed to have desired information, the method is known as questionnaire
technique.

3.1 Research design

RESEARCH DESIGN:-
Method of Research Design: Exploratory Research Design.

1) SURVEY:-

For the survey purpose the entire Pune city was divided into some parts,

1. Karve nagar
2. Sadashiv peth
3. ABC
4. F.C. Road
5. Aundh
6. Baner Balewadi
7. Pashan Bavdhan
8. Paud Road

As per the route planner provided by the company the survey.

30
 2) IMPLEMENTATION:-

After the survey was conducted the Implementation work was carried out for the surveyed
outlets, during the remaining period. In this procedure the visits were made to the outlets
along with the vehicle and seen that the different problems encountered with the outlets
during the survey were sorted out and seen to it the promotional activities were actually
implemented.

It was also seen that every outlet survey had a proper display of the company‘s product.

3.2 Sources of data

DATA SOURCES AND SAMPLING:-

The secondary data study gave us insights on understanding consumer buying behaviour and
various concepts on purchase of Pidilite Company.

Primary data collection involved distributors, retailers, consumers and Questionnaire

Research Approaches :- Survey

Research Instrument :- Questionnaire
Sampling Unit :- Retail Outlet/shop
Sampling size :- 100
Sampling procedure :- Convenient Sampling

31
 CHAPTER-V
DATA ANALYSIS

1) Do you know fevicol is a brand of Pidilite Company?

Particular Respondents Percentage

Yes 90 90%
No 10 10%

Respondents
100
90
80
70
60
50
Respondents
40
30
20
10
0
Yes No

Interpretation

From the above table shows the 90% Responses says yes. And 10% Responses says
no.

32
1) When do you usually buy Fevicol?

Particular Respondents Percentage

Daily 10 10%
Weekly 20 20%
2 Week 50 50%
Monthly 20 20%

Respondents
60
50
40
30
Respondents
20
10
0
Daily Weekly 2 Week Monthly

Interpretation

The above figure clearly shows that the 50% respondents buy a fevicol in 2 week.

Hence, the preference that customer look while buy a fevicol in 2 week.

33
 2) How often do you go for Distributors?

Particular Respondents Percentage

Once a week 10 10%
Once in 15 days 50 50%
Once a month 35 35%
every in 3 months 5 5%

Respondents

60

40

20
Respondents
0
Once a week
Once in 15 days
Once a month
every in 3
months

Interpretation
From the above information received from the respondents we can say that the 50%
outlets go for distributor in 15 days. And other 35% go for distributor in once a month and
10% and 5% go for distributor in once a week and every in 3 month.

34
 3) Why do you purchase fevicol from distributors?

Particular Respondents Percentage

Convenient place 30 30%
dealer acquaintance 20 20%
more discounts 40 40%
Other 10 10%

Respondents

10
30
Convenient place
dealer acquaintance
40
more discounts
20
other

Interpretation

The above chart clearly shows that the 40% respondents are going for more discounts
and 30% respondents are going for convenient place. And 20% and 10% respondents are
dealer acquaintance or other respondents purchase fevicol from the distributor

35
 4) Need of branded Fevicol for

Particular Respondents Percentage

Recognition 5 5%
Satisfaction 15 15%
social capability 30 30%
Other 50 50%

Respondents
60
50
40
30
Respondents
20
10
0
Recognition satisfaction social capability other

Interpretation

The above chart shows that the 50 % respondents are prefer other for need of branded
fevicol. 30% and 15% respondents are preferred social capacity and satisfaction of needs of
branded fevicol. And 5% respondents are going for recognition of need of branded fevicol.

36
 5) How many boxes do you buy while at one time?

Quantity Respondents Percentage

1 20 20%
2 50 50%
3 30 30%
Other 10 10%

Respondents

50

40

30
Respondents
20

10

0
1 2 3 Other

Interpretation

From the above information received from the respondents we can say Most of the 50%
respondents say that the outlet demand is 2 boxes buy at a time. 20% and 30% respondents 1
and 3 boxes buy at a time. And other 10% respondents buy a any quantity of boxes.

37
 6) Factors affecting your purchase decision:

Price

Particular Respondents Percentage

Strongly disagree 5 5%
Disagree 10 10%
Neither disagree nor agree 30 30%
Agree 35 35%
Strongly agree 20 20%

Respondents
a) Strongly disagree

b) Disagree

c) Neither disagree nor

agree
d) Agree

e) Strongly agree

Interpretation

It is clearly seen that Most of the 35% respondents agree with the pricing factor
affecting of purchase decision. And 30% respondents neither disagree nor agree and 20% and
10% respondents are strongly agree and disagree and 5% respondents are strongly disagree to
the pricing factor affecting of purchase decision.

38
Quality

Particular Respondents Percentage

Strongly disagree 0 0%
Disagree 10 10%
Neither disagree nor agree 30 30%
Agree 40 40%
Strongly agree 20 20%

Respondents

40
30
20
10 Respondents
0
a) b) c) d) Agree e)
Strongly Disagree Neither Strongly
disagree disagree agree
nor agree

Interpretation

It is clearly seen that Most of the 40% respondents agree with the Quality
factor affecting of purchase decision. and 30% respondents neither disagree nor agree and
20% and 10% respondents are strongly agree and disagree and 0% respondents are strongly
disagree to the Quality factor affecting of purchase decision.

39
Design

Particular Respondents Percentage

Strongly disagree 0 0%
Disagree 5 5%
Neither disagree nor agree 20 20%
Agree 60 60%
Strongly agree 15 15%

Respondents

60

50

40

30
Respondents
20

10

0
a) b) c) Neither d) Agree e)
Strongly Disagree disagree nor Strongly
disagree agree agree

Interpretation

It is clearly seen that Most of the 60% respondents agree with the Design factor
affecting of purchase decision and 20% respondents neither disagree nor agree and 15% and
5% respondents are strongly agree and disagree and 0% respondents are strongly disagree to
the Design factor affecting of purchase decision.

40
Colour

Particular Respondents Percentage

Strongly disagree 1 1%
Disagree 5 5%
Neither disagree nor agree 19 19%
Agree 70 70%
Strongly agree 5 5%

Respondents

a) Strongly disagree
b) Disagree
c) Neither disagree nor agree
d) Agree
e) Strongly agree

Interpretation

The survey results of all the respondents show that Most of the 70% respondents agree with
the colour factor affecting of purchase decision. And 19% respondents neither disagree nor
agree and 5% and 5% respondents are strongly agreed and disagree and 1% respondents are
strongly disagreeing to the colour factor affecting of purchase decision.

41
Variety

Particular Respondents Percentage

Strongly disagree 0 0%
Disagree 10 10%
Neither disagree nor agree 0 0%
Agree 90 90%
Strongly agree 0 0%

Respondents

90
80
70
60
50
40 Respondents
30
20
10
0
a) b) c) Neither d) Agree e)
Strongly Disagree disagree nor Strongly
disagree agree agree

Interpretation

The survey results of all the respondents show that Most of the 90% respondents
agree with to the Variety factor affecting of purchase decision. And 0% respondents neither
disagree nor agree and 0% and 10% respondents are strongly agree and disagree and 0%
respondents are strongly disagree to the Variety factor affecting of purchase decision.

42
Comfort

Particular Respondents Percentage

Strongly disagree 5 5%
Disagree 20 20%
Neither disagree nor agree 5 5%
Agree 50 50%
Strongly agree 20 20%

Respondents

50
45
40
35
30
25
20 Respondents
15
10
5
0
a) b) c) Neither d) Agree e)
Strongly Disagree disagree nor Strongly
disagree agree agree

Interpretation

The survey results of all the respondents show that Most of the 50% respondents
agreed with to the comfort factor affecting of purchase decision. And 5% respondents neither
disagree nor agree and 20% and 20% respondents are strongly agreed and disagree and 5%
respondents are strongly disagreeing to the comfort factor affecting of purchase decision.

43
Brand name of the company

Particular Respondents Percentage

Strongly disagree 0 0%
Disagree 20 20%
Neither disagree nor agree 0 0%
Agree 80 80%
Strongly agree 0 0%

Respondents

a) Strongly disagree
b) Disagree
c) Neither disagree nor agree
d) Agree
e) Strongly agree

Interpretation

The survey results of all the respondents show that Most of the 80% respondents
agree with the company factor affecting of purchase decision. And 0% respondents neither
disagree nor agree and 0% and 20% respondents are strongly agree and disagree and 0%
respondents are strongly disagree to the brand name of the company factor affecting of
purchase decision.

44
Sales promotional activities

Particular Respondents Percentage

Strongly disagree 5 5%
Disagree 15 15%
Neither disagree nor agree 30 30%
Agree 50 50%
Strongly agree 10 10%

Respondents

50
40
30
20
10
0 Respondents
a) Respondents
b)
Strongly c)
Disagree d)
disagree Neither e)
Agree
disagree Strongly
nor agree agree

Interpretation

The survey results of all the respondents show that Most of the 50% respondents agree with
the sales promotion activities factor affecting of purchase decision. And 30% respondents
neither disagree nor agree and 10% and 15% respondents are strongly agree and disagree and
5% respondents are strongly disagree to the sales promotion activities factor affecting of
purchase decision.

45
 7) What are the types of Fevicol do you prefer most?

Particular Respondents Percentage

22.5 g 25 25%
50 g 25 25%
100g 20 20%
200g 15 15%
500g 10 10%
1kg 5 5%

Respondents

22.5 g
50 g
100g
200g
500g

Interpretation

The above chart shows that the 25% respondents and 25 % respondents are say that the 22.5g
and 50g fevicol type prefer most. 20% respondents and 15% respondents are says that the
100g and 200g fevicol type prefer most. And other 10% respondents and 5% respondents are
says that the 500g and 1kg fevicol type prefer most.

46
 8) From where do you aware about fevicol as brand of Pidilite?

Particular Respondents Percentage

T.V. 35 35%
Display 20 20%
Posters 30 30%
N e w s p a p e r o r Magazines 10 10%
Other 5 5%

Respondents

35

30

25

20

15 Respondents
10

0
T.V. Display Posters Newspaper Other
or
Magazines

Interpretation

From the above table shows the 35% Respondents are aware about through TV fevicol as
brand of Pidilite. 20% Respondents are aware about through Display fevicol as brand of
Pidilite. 30% Respondents are aware about through Poster fevicol as brand of Pidilite.

47
 9) Do you think the advertisement of branded Fevicol has a major influence in
your buying decision?

Particular Respondents Percentage

Strongly disagree 10 10%
Disagree 15 15%
Neither disagree nor agree 5 5%
Agree 50 50%
Strongly agree 20 20%

Respondents

50
45
40
35
30
25
20 Respondents
15
10
5
0
Strongly Disagree Neither Agree Strongly
disagree disagree nor agree
agree

Interpretation

The survey results of all the respondents show that Most of the 50% respondents agree
with the comfort factor influencing of purchase decision. And 5% respondents neither
disagree nor agree Or 20% and 15% respondents are strongly agree and disagree and 10%
respondents are strongly disagree to the comfort factor influencing of purchase decision.

48
 10) Would you continue to buy fevicol in future
a) Yes
b) No
c) Can‘t say

Particular Respondents Percentage

Yes 70 70%
No 10 10%
Can‘t say 20 20%

Respondents
80

70

60

50

40
Respondents
30

20

10

0
Yes No Can’t say

Interpretation

From the above table shows the 70% Responses says yes to continue buy fevicol in
future. And 10% Responses says no. And 20% Responses says can‘t say to buy fevicol buy
fevicol in future

49
 11) Some advertisements featured the celebrities, would it has an impact on you?

Particular Respondents Percentage

Yes 60 60%
No 40 40%

Respondents

Yes
No

Interpretation

From the above table shows the 60% Responses says yes. And 40% Responses says no.

50
 12) Would Design & packaging of the fevicol help you in your purchase decision?

Particular Respondents Percentage

Yes 30 30%
No 70 70%

Respondents

Yes
No

Interpretation

From the above table shows the 30% Responses says yes.70% Responses says no.

51
 CHAPTER- VI
FINDING AND SUGGESTION
Findings
1. I find out that the 50% respondents buy a fevicol in 2 week. Hence, the preference
that customer look while buy a fevicol in 2 week.
2. I observed that the only 50% respondents buy a fevicol in 2 week. Hence, the
preference that customer look while buy a fevicol in 2 week.
3. I find out that the only 50% outlets go for distributor in 15 days. And other 35% go
for distributor in once a month and 10% and 5% go for distributor in once a week and
every in 3 month.
4. 40% respondents are going for more discounts and 30% respondents are going for
convenient place. And 20% and 10% respondents are dealer acquaintance or other
respondents purchase fevicol from the distributor.
5. I observed that Most of the 50% respondents say that the outlet demand is 2 boxes
buy at a time. 20% and 30% respondents 1 and 3 boxes buy at a time. And other 10%
respondents buy a any quantity of boxes.
6. I find out that the Most of the 35% respondents agree with the pricing factor affecting
of purchase decision. And 30% respondents neither disagree nor agree and 20% and
10% respondents are strongly agree and disagree and 5% respondents are strongly
disagree to the pricing factor affecting of purchase decision.
7. I see that Most of the 35% respondents agree with the pricing factor affecting of
purchase decision. And 30% respondents neither disagree nor agree and 20% and
10% respondents are strongly agree and disagree and 5% respondents are strongly
disagree to the pricing factor affecting of purchase decision.
8. I observed seen that Most of the 60% respondents agree with the Design factor
affecting of purchase decision and 20% respondents neither disagree nor agree and
15% and 5% respondents are strongly agree and disagree and 0% respondents are
strongly disagree to the Design factor affecting of purchase decision.
9. The survey results of all the respondents show that Most of the 70% respondents
agree with the colour factor affecting of purchase decision. And 19% respondents
neither disagree nor agree and 5% and 5% respondents are strongly agreed and
disagree and 1% respondents are strongly disagreeing to the colour factor affecting of
purchase decision

52
10. I find out that the Most of the 90% respondents agree with to the Variety factor
affecting of purchase decision. And 0% respondents neither disagree nor agree and
0% and 10% respondents are strongly agree and disagree and 0% respondents are
strongly disagree to the Variety factor affecting of purchase decision.
11. I find out that the Most of the 50% respondents agreed with to the comfort factor
affecting of purchase decision. And 5% respondents neither disagree nor agree and
20% and 20% respondents are strongly agreed and disagree and 5% respondents are
strongly disagreeing to the comfort factor affecting of purchase decision.
12. The survey results of all the respondents show that Most of the 80% respondents
agree with the company factor affecting of purchase decision. And 0% respondents
neither disagree nor agree and 0% and 20% respondents are strongly agree and
disagree and 0% respondents are strongly disagree to the brand name of the company
factor affecting of purchase decision.
13. The survey results of all the respondents show that Most of the 50% respondents
agree with the sales promotion activities factor affecting of purchase decision. And
30% respondents neither disagree nor agree and 10% and 15% respondents are
strongly agree and disagree and 5% respondents are strongly disagree to the sales
promotion activities factor affecting of purchase decision.
14. I find out that the 25% respondents and 25 % respondents are say that the 22.5g and
50g fevicol type prefer most. 20% respondents and 15% respondents are says that the
100g and 200g fevicol type prefer most. And other 10% respondents and 5%
respondents are says that the 500g and 1kg fevicol type prefer most.
15. I see that the 35% Respondents are aware about through TV fevicol as brand of
Pidilite. 20% Respondents are aware about through Display fevicol as brand of
Pidilite. 30% Respondents are aware about through Poster fevicol as brand of Pidilite.
16. I see that Most of the 50% respondents agree with the comfort factor influencing of
purchase decision. And 5% respondents neither disagree nor agree Or 20% and 15%
respondents are strongly agree and disagree and 10% respondents are strongly
disagree to the comfort factor influencing of purchase decision.

17. I find out that the 60% Responses say yes. And 40% Responses say no.
18. I find out that the 30% Responses say yes.70% Responses say no.

53
 Suggestion
An attempt has been made to suggest to the Pidilite a few measures. These suggestions
have been made within the preview of the data available.
1) The company must go for some more promotional activities rather than TV,
advertisement, hoarding and newspapers.
2) The company has to conduct the periodical meetings with customers and take their
valuable suggestions.
3) The company may adopt policy of discounts cards and gifts to customers while
purchasing the products.
4) Innovative efforts must be launched to improve the position through better marketing
strategies.
5) Innovative packaging can give a company an advantage over competitors.
6) The Distributor staff should be trained adequately so as to ³convince´ the Potential
buyers, because his performance on jobs has great impact on sale of a product.
7) Most of the customers belong to age group of 10-30 years. So, company has to
concentrate more on those people to enhance the sales.
8) Moreover, the company has to concentrate more on the customers of age group of 10-
25 years to enhance the sales.

54
 CHAPTER VII
CONCLUSION
This project has helped us in understanding the behaviour of consumers towards Fevicol and
what they prefer in different brands.

Pidilite stands out as a clear winner. It is because of the experience it has in the market.
Fevicol buying is a high involvement product where in the consumer wants to know from
different sources about brands, though Pidilite is the first name that comes to their minds.

Word of mouth plays an important role in such products and therefore it is important for the
product to be of important quality.

Companies should therefore concentrate more on developing the designable Product and
make it available at reasonable and reachable prices.

So the product itself becomes the promotion for the brand…….

55
 CHAPTER VIII
ANNEXURE
BIBLIOGRAPHY & WEBLIOGRAPHY

Bibliography
Books

 Consumer buying behaviour in Indian Perception:-

Chapter No.1 Introduction Consumer Buying Behaviour
Chapter No. 2 Consumer Decision Making Process
By Suja R. Nair
 Marketing management:-
Chapter No. 6 Analysing Consumer Market
By Philip Kotler

 Market research and consumer behaviour:-

Chapter no. 28 Environmental Influence on Consumer behaviour
By S Sumanthi, P Saravanavel

Webliography
_ www.Pidilite.com
_ www.fevicol.com
_ www.wikipediya.com

56
 CHAPTER IX

QUESTIONNAIRE

1) Do you know fevicol as a brand of Pidilite company?

a) Yes
b) No
2) When do you usually buy Fevicol?
a. Daily
b. Weekly
c. 2 Week
d. Monthly
3) How often do you go for Distributors?
a) once a week
b) once in 15 days
c) once a month
d) once every in 3 months
e) once a year
4) Why do you purchase from here ?
a. Convenient place
b. dealer acquaintance
c. more discounts
d. good environment
e. other_________
5) Need of branded Fevicol for
a) Recognition
b) satisfaction
c) value of money
d) prise from friendse) social capability
e) others ________
6) How many boxes do you buy while at one time?
a) 1
b) 2
c) 3
d) 4 and more
e) none
7) Factors affecting your purchase decision:

Price
a) Strongly disagree
b) Disagree
c) Neither disagree nor agree
d) Agree
e) Strongly agree

57
Quality
a) Strongly disagree
b) Disagree
c) Neither disagrees nor agree
d) Agree
e) Strongly agree

Design

a) Strongly disagree
b) Disagree
c) Neither disagrees nor agrees
d) Agree
e) Strongly agree

Colour

a) Strongly disagree
b) Disagree
c) Neither disagree nor agree
d) Agree
e) Strongly agree

Material

a) Strongly disagree
b) Disagree
c) Neither disagrees nor agrees
d) Agree
e) Strongly agree

Variety

a) Strongly disagree
b) Disagree
c) Neither disagrees nor agree
d) Agree
e) Strongly agree

Comfort

a) Strongly disagree
b) Disagree
c) Neither disagree nor agree
d) Agree
e) Strongly agree

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Brand name of the company

a) Strongly disagree
b) Disagree
c) Neither disagree nor agree
d) Agree
e) Strongly agree

Sales promotional activities

a) Strongly disagree
b) Disagree
c) Neither disagree nor agree
d) Agree
e) Strongly agree

8) What are the types of Fevicol do you prefer most?

a) 22.5 g
b) 50 g
c) 100g
d) 200g
e) 500g
f) 1kg
9) From where do you aware about fevicol as brands?
a) T.V.
b) Display
c) Posters
d) Newspaper or Magazines
e) others ______
10) Do you think the advertisement of branded Fevicol has a major influence in
your buying decision?
a) Strongly disagree
b) Disagree
c) Neither disagree nor agree
d) Agree
e) Strongly agree
11) Would you continue to buy fevicol in future
d) Yes
e) No
f) Can‘t say
12) Some advertisements featured the celebrities, would it has an impact on you?
a) Yes
b) No

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13) Would presentation & packaging of the fevicol help pressurized you in your purchase
decision?
a) Yes
b) No

60