1

“A STUDY ON CUSTOMER PERCEPTION TOWARDS THE

SULFEX INDIA PRIVATE LIMITED, KANNUR”

Project report submitted in partial fulfillment of the requirements of Anna

University of technology for the Award of the Degree in

Master of Business Administration

Submitted by

Mr. UNNIKRISHNAN K P

Register No: 098001602046

Under the guidance of

Ms. M. BHARANIESWARI

Lecturer

Department of Management Studies

CMS College of Engineering

Namakkal – 637003.

JUNE 2011
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BONAFIDE CERTIFICATE
This is to certify that the main project, entitled “A STUDY ON CUSTOMER
PERCEPTION TOWARDS SULFEX INDIA PVT LMTD KANNUR”.
SUBMITTED TO THE ANNA UNIVERSITY Technology Coimbatore in partial
fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS
ADMINISTRATION is a record of original research work done by
UNNIKRISHNAN K P (098001602046) during the period March 2011 to May
2011 of his study in the department of MBA at CMS COLLEGE OF ENGINEERING,
NAMAKKAL, under the guidance of Assistant Professor, Ms. M.BHARANIESWARI,
MBA and the report has not formed the basis for the award of any Degree/ Diploma/
Associate ship/ fellowship or other similar title to any candidate of any university.

Faculty Guide Director/ HOD

Viva- voce examination held on-------------------------------

Internal Examiner External Examiner

Date:

Place:
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CERTIFICATE
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DECLARATION
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DECLARATION
I, UNNIKRISHNAN KP, hereby declare that the main project report entitled “ A
STUDY ON CUSTOMER PERCEPTION TOWARDS SULFEX INDIA PVT
LMTD KANNUR” submitted to the Anna University of technology Coimbatore in
partial fulfillment of requirement for the award of degree of MASTER OF BUSINESS
ADMINISTRATION is a record of original and independent research work done by me
during March 2011 to May 2011 under the supervision and guidance of Assistant
Professor, Ms. M.BHARANIESWARI, MBA and the report has not formed the basis
for the award of any Degree/ Diploma/ Associate ship/ fellowship or other similar title to
any candidate of any university.

Date: UNNIKRISHNAN K P

Place:
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ACKNOWLEDGEMENT
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ACKNOWLEDGEMENT
The gratification and elation of the project would not be completed without mentioning
each and every one who has assisted the task in any phase of its development. First and
foremost we bow our head before the god almighty, who bestowed upon us his
unequalled blessing that imparted us the capability to complete the project in the most
successful manner.

I am deeply indebted to Thiru.C.MUTHUSWAMY, the Chairman of CMS Educational

Institution for providing an excellent environment and infrastructure at CMS COLLEGE
OF ENGINEERING.

I am deeply indebted to Dr. NELSON KENNEDY BABU the principal of CMS

COLLEGE OF ENGINEERING, for giving me permission to undertake this project
and his encouragement and support.

I express my sincere gratitude to Mr. K.G SENTHIL KUMAR Head of Department

MBA, CMS COLLEGE OF ENGINEERING for his suggestions and support.

I owe my gratitude and thanks to Mr.MTP MUHAMMAD KUNHI founder of

SULFEX INDIA PVT LMTD for giving me permission to do the project.

I sincerely express my heartfelt gratitude to Mr. RAJEEV (marketing manager)

SULFEX INDIA PVT LMTD as an external guide, who has the motive during entire
course of this project.

I express my sincere gratitude and thanks to Prof: Ms. M. BHARANIESWARI for her
support and valuable advice to my project.

I would like to express my gratitude to my parents at this occasion without which I would
not have been what I am today.

Last but not the least I thank each and every person who helped me to the successful
completion of this task.

UNNIKRISHNAN K P
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SL NO CONTENTS PAGE NO

ACKNOWLEDGEMENT I

CONTENTS II

LIST OF TABLES III

LIST OF FIGURES IV

ABSTRACT V

1 INTRODUCTION

1.1 INTRODUCTION TO THE STUDY 1

1.2 INDUSTRY PROFILE 4

1.3 COMPANY PROFILE 7

2 REVIEW OF LITERATURE 14

3 RESEARCH METHODOLGY 20

4 ANALYSIS AND INTERPRETATION 24

5 FINDINGS

5.1 FINDINGS 55

5.2 SUGGESTIONS 56

5.3 CONCLUSION 57

6 APPENDICES 58

7 BIBILOGRAPHY 62
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LIST OF TABLES
SN Particulars Page No

4.1.1 AGE OF THE RESPONDENTS 26

4.1.2 THE GENDER OF THE RESPONDENTS 27
4.1.3 OCCUPATION OF RESPONDENTS 28
4.1.4 AREA OF RESPONDENTS 29
4.1.5 CUSTOMER OF A SULFEX MATTRESS 30
4.1.6 REASON FOR NOT PURCHASE 31
4.1.7 AWARENESS ABOUT THE PRODUCT 32
4.1.8 PURCHASE MOTIVE 33
4.1.9 OPINION ABOUT SULFEX 34
4.1.10 USAGE TYPE OF MATRESS 35
4.1.11 AWARNESS ABOUT THE PRODUCT 36
4.1.12 THE QUALITY PERFORMANCE OF SULFEX 37
4.1.13 RESPONDENTS PURCHASING ATTITUDE AS PER THE 38
SEASON
4.1.14 OFFERS GIVEN BY DEALER 39
4.1.15 THE OFFER OF PRODUCT 40
4.1.16 OPINION ABOUT PRICING SYSTEM OF A SULFEX 41
4.1.17 FLOW OF INFORMATION 42

4.1.18 THE RESPONSE OF A DEALER 43

4.1.19 DELIVERY PERFORMANCE OF A DEALER 44
4.1.20 RATE THE EXPERIENCE WITH SULFEX 45
4.1.21 RATE THE SUPPLIER’S PERFORMANCE 46
4.1.22 NEXT TIME WILL YOU PURCHASE 47
4.1.22 IMPROVEMENT SUGGECTION 48
4.1.23 RATE THE AFFORDABILITY 49
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LIST OF CHARTS

PARTICULARS
SN Page No
4.1.1 AGE OF THE RESPONDENTS 26
4.1.2 THE GENDER OF THE RESPONDENTS 27
4.1.3 OCCUPATION OF RESPONDENTS 28
4.1.4 AREA OF RESPONDENTS 29
4.1.5 CUSTOMER OF A SULFEX MATTRESS 30
4.1.6 REASON FOR NOT PURCHASE 31
4.1.7 AWARENESS ABOUT THE PRODUCT 32
4.1.8 PURCHASE MOTIVE 33
4.1.9 OPINION ABOUT SULFEX 34
4.1.10 USAGE TYPE OF MATRESS 35
4.1.11 AWARNESS ABOUT THE PRODUCT 36
4.1.12 THE QUALITY PERFORMANCE OF SULFEX 37
4.1.13 RESPONDENTS PURCHASING ATTITUDE AS PER THE 38
SEASON
4.1.14 OFFERS GIVEN BY DEALER 39
4.1.15 THE OFFER OF PRODUCT 40
4.1.16 OPINION ABOUT PRICING SYSTEM OF A SULFEX 41
4.1.17 FLOW OF INFORMATION 42

4.1.18 THE RESPONSE OF A DEALER 43

4.1.19 DELIVERY PERFORMANCE OF A DEALER 44
4.1.20 RATE THE EXPERIENCE WITH SULFEX 45
4.1.21 RATE THE SUPPLIER’S PERFORMANCE 46
4.1.22 NEXT TIME WILL YOU PURCHASE 47
4.1.22 IMPROVEMENT SUGGECTION 48
4.1.23 RATE THE AFFORDABILITY 49
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ABSTRACT
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ABSTRACT
A study of customer perception among customers sulfex mattress were undertaken at
kannur. The study was conducted to find out customer perception about towards sulfex
India pvt lmtd in payyanur.

A sample of hundred numbers of customers was taken as sample for the study. The
respondents were met directly and questionnaire given to them .The questionnaire was
aimed to elicit all the necessary information required for the study. Convenience
sampling was used collect information from respondents.

All information collected, thoroughly analyzed and entered .maximum care has been
taken to present the all study in precise form, keeping in mind the various objectives of
the study and limitation.
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A STUDY ON CUSTOMER PERCEPTION TOWARDS THE

SULFEX INDIA PRIVATE LIMITED, KANNUR

1.1.1 Introduction

The modern society focuses on the technology oriented marketing activities. To achieve a
better standard of living, technology helps in identifying and satisfying needs.

Basically marketing is defined as social and technical activity undertaken by the company
in identifying and satisfying customer needs in such a way that the consumer is highly
satisfied. A satisfied customer is the best promotional tool for the company. A company
can be defined as a man with certain need willing to satisfy the need and above all and
pay the company’s product while satisfying his needs.

Needs are basically a designed state of felt deprivation. Needs

Can be two types: psychological and phsyological. The physiological are called as need
that exist in physical form where as psychological needs are the acquired need. The name
itself makes it feel that it is acquired over a period of time due to mental learn. The
learning can be in the form of acquiring knowledge and information, thus creating needs.

A marketer normally develops marketing strategies by analyzing the customer needs. The
elements of the marketing strategies are the (product, price,place and promoton). A
marketer should not only develop the product what is needed by the customer, price it
according to what the consumer can afford but at the same time the marketer should
achieve profits.

Making the product conveniently available to the customer through perfect channel
management and finally communicating with the the customer through an organized
promotion strategies, this is not only the strategy plan for the company to go with: STP
strategy ie: segmentation, targeting and positioning segmentation means, identifying the
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customers group who have homogeneous preferences. Targeting means evaluating those
segments which are identified, and positioning stands to make the product identifiable
closer to the customer personality.

To achieve these marketing strategies the marketers should analyze the customer
needs/wants and demand in terms of both psychological and physiological nature. Since
time immemorial people are using beds made out of cotton. This is supposed to provide
harmless comfortable sleep. But the advancement in technology seen in the society and
people quest for the standard of living have influenced bed marketers to come up with
innovative concept like ,coir bed.

The tendency observed as of now is the slow shift by the people from the cotton bed to
coir bed. In this research effort are made to analyze customer behavior and their
perception towards sulfex mattress.

Sulfex has introduced coir bed in the market and they are brand leaders having good
potential to complete with their counter parts like: kurl-on and sherlon.

Perceptions vary from person to person. Different people perceive different things about
the same situation. But more than that, we assign different meanings to what we perceive.
And the meanings might change for a certain person. One might change one's perspective
or simply make things mean something else.
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1.1.2 STATEMENT OF THE PROBLEM

The study was aimed at getting a clear picture of customer perception and their
importance in the market.Sulfex mattress has been India's leading manufacturer of
mattress, pillow and cushions. their range is designed to give the customer best start in
life and cause complete peace of mind. Sulfex mattress offer’s the best and innovative
products. The company improve the rang of mattress in order to meet the customer
demand. The study has been conducted for knowing customer perception towards sulfex
mattress.

1.1.3 OBJECTIVE OF THE STUDY

1. To Find out Customer Perception of Sulfex Mattress

2. To analyze the Demographic profile of the customer
3. To know the Intervening factor which help to take decision making
4. To find overall satisfaction of Sulfex Customer
5. To suggest for improvements

1.1.4 SCOPE OF THE STUDY

Every organization should need some promotional tools to maintain their presence in
the society so we can learn how they can implement a marketing plan in the
competitive market. Now days the most of the organization gives more importance to
explore the ideas about their products and goods to the society. Customer perception
analysis help to find out the view point of a customer.

1.1.5 Limitations of the Study

 Inadequacy of secondary data.
 A detailed study could not be carried out owing to time limit.
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1.2 INDUSTRY PROFILE

Introduction

Everyone knows very well how important daily sleep is. Our body rebuilds itself
while we are asleep. Our health, mind’s cognizant faculties, emotional balance, beauty,
good looks everything is decided by our sleep. Every morning when we wake up
refreshed, we are really reborn.

Rubberized coir mattress is a valuable product manufactured from coir fiber and
rubber latex, which is most ideal for sleeping. Rubberized coir mattress is branded as
health products. It has got various other uses like it is used as shock absorbers, packing
materials, filters etc.

Birth of Rubberized coir

The birth of rubberized coir industry is quite amusing and interesting. Prior to the
year 1960, people hardly had any idea of this novel and high utility product. In those days
the world famous car manufacturers Volks wagon of Germany, were using horse hair as
cushion filling material for their car seats.

As their production increased from 100 cars per day to 300, there was clearly a
need of row material. This necessitated a suitable alternative product for rubberization
and which would suit to their specifications of various alternatives tried like sisal fiber;
jute fiber and the coir fiber were decidedly found to be the best. This was the beginning
of rubberized coir industry. In the global market the important use of rubberized coir has
been in the automobile industry. In the domestic front, initially the growth of rubberized
coir manufacturing industry was very slow. Particularly as lead mattress, owing to lack of
awareness ordinary organized marketing effort.
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There was total disapproval of this product in all sectors when introduced as a
healthy hygienic cushioning material. People considered it as a dirty, filthy low cost and
rough product meant for the low income segment of the customer market. The PU form
products in view of its soft feel used to be considered as luxury product and had the
preference of the upper segment of the consumer market. The situations gradually
changed and the seventies witnessed rapid growth of the industry with product finding
more and more acceptance and outlets on account of consumer public realizing its unique
characteristics functional aspects and cost advantages.

Slowly many state govts rubberized coir “wealth from waste” and advocate the
use of rubberized coir mattresses in various hospitals, health, clinic etc. through issue of
government circulars. The word mattress originated from the French word“MATERAS”
in A.D 1300.

Growth during last 4 decades

From a handful of manufacturers during early 60’s this product got some market
recognition in early 70’s. Apart from Dr. Ferher and DOA plants, some enterprises
started manufacturing machinery indigenously. In the next three decades over 100
manufacturers have entered rubberized field. As per the statistics available now the
industry has produced about 60,000 mattresses for the year ended March 2001 and the
growth is still expected to go up in the years to come. Today rubberized coir products are
increasingly used in many industries notably in transport industry like railways and
buses, packing industry (pharmaceuticals, heavy engineering electronics etc.) hospitals,
theaters and auditoriums.
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Emergence of rubberized coir mattress units in India

Prior to the year 1960 Indian citizens hardly had any idea of this novel and high
utility product. The companies born in India during 1960’s were,

1. Relax-on, Calcutta, Bengal

2. Kurl-on, Bangalore, Karnataka
3. Duroflex, Alapuzha, Kerala
4. Agreenco fiber foam, Kannur, Kerala
5. Restoflex, Bangalore, Karnataka
Even though in the 60’s there was only handful of mattresses units, now including
small and big companies there are more than 100 brand in the market. In this most of the
mattress manufacturing units and head quarters are located in Kerala. Interestingly, in
Kerala 75% of the mattress companies are located in Kannur. The Kerala market got its
feet moving in 60’s but got into top gear during 90’s. The present mattress companies
having unit operations in Kannur. Sulfex, Rubco, Kurl on, Duroflex, Kohinoor, Agreen
co fiber products etc.
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1.3 COMPANY PROFILE

Sulfex India Private Limited is a company founded in the year 1994, by Mr.
Muhammad Kuhni, a prominent NRI business personality with diverse interest in
rubberized coir, ply woods and construction in India and trading activities in the Middle
East. The Sulfex group is a fast growing entity, surging a head with various business
interests felled by an undying passion to pursue excellence on all front, Sulfex aims to
create lasting value for customers across the world.

Beginning as the manufacturers of exceptional quality rubberized coir mattress,

the sulfex group has come a long way, today. Together, the two state of the art
manufacturing plant, via Sulfex fiber products and Sulfex Mattress Company has grown
rapidly. Strategically situated in northern part of Kerala state, account for a mammoth
8000 metric tons annual production capacity which means over 2500 mattress a day.
Builed as having India’s second largest and most sophisticated plant capacity for
rubberized coir mattresses. As well as allied product like carpets under lays, packing pads
and air conditioner filter and companion products like pillows, cushions, bolsters, bed
lines bath towels and a range of door and bath mats. The high density rubberized coir
bare blocks that Sulfex produce are highly recommended as top layer for spring mattress
worldwide.

The plant employs 400 highly skilled personnel’s directly, and another 2000
indirectly. Credited with ISO 9001 and Bureau of Indian Standard Certification, the plant
follows all the globally accepted policies from HACCP norms to environment care to the
custom of never resorting to child labor to the last world.

With a turn over that’s racing past 400 million in Indian currencies, the brand and
company are formidably poised to soar higher. To take full advantage of future
possibilities, the company is expanding its core competencies. By consolidating its
strength further from its strong hold, the state of Kerala.
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Through a wide network of over 2000 dealers, Sulfex is expanding from its South
Indian markets to the whole of India. Backed by a mammoth production capacity and
proactive logistics capability, Sulfex is positioning itself as a front line player in the
whole country, besides a fully dedicated marketing division, with its base in Bangalore,
the software haven, the company is making strategic in roads into more potential market.
While a full-fledged overseas marketing division based in Dubai – UAE, is taping the
export marketing potential.

Sulfex mattress and allid products like pillows, bolsters and mats are top selling
amidst their segments, today, thanks to the single-minded dedications, behind. Sulfex
mattresses are crafted precisely, as per customer preference. They provide a scientifically
tested back support and soothing comfort a sleeping body needs. In the entire segment,
perhaps Sulfex is the only brand, which has stuck the “Optimum Price Quality” right. By
providing more mattresses (more cubic area by giving more thickness than what is listed)
they ensure full value for money. The unique side- blanketing (the only to have this
specially) prevents sagging and keeps dimensional stability in fact, in spite of long use
for the critical Tape Edging process. The company relies on imported machineries and
highly skilled manpower. Continuous quality upkeep and an attention to detail ensure that
each mattress provides maximum sleeping comfort and extra long life. The two critical
bench marks, for any mattress.

the like. The numerous “Product Excellence” awards that have come Sulfex way
are standing as glowing testimony to the brands superiority.

Sulfex Group of Undertakings

Sulfex was setup in the year 1994 with the objective of utilizing the
abundant available resources of Kerala. Today from a single unit company Sulfex has
grown into a 30 core conglomerate with well diversified operation and a market presence
extending beyond the boundaries of Kerala.
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The various subsidiaries formed by Sulfex includes,

1. Sulfex India (Pvt.) Ltd.

2. Sulfex Fiber Products
3. Sulfex Mattress Company.
A brand, that’s going places, not only in India, but also in highly discerning, value
conscious markets as well. Over the year the company has developed very high
reputation for the quality of its products. The company is exporting its products to the
Middle East, South Africa and European countries like Greece and Paris.

Product quality and customers satisfaction are the priorities of the company
always. Sulfex has a wide marketing network which expands the whole of South India,
Goa, Maharashtra, Madhya Pradesh, Chhattisgarh, Harland, Orison, and West Bengal.
Sulfex has a marketing department based in Bangalore

Sulfex Motto

1. Our customer is the most important person in our premises.

2. Our employees and our works are our assets.
3. We treat our well wishers with dignity, respect and care.
4. We are steered by the needs and requirements of our customers
and strive to exceed their expectations every time.
5. We are responsible to the community in which we do business, building their skills
and strength as we do our own.
6. We generate team spirit and encourage employee participation in the process of
improvement.
7. We never compromise the quality of our products.
8. We search and innovate for ways to improve our skills to serve our customers
better.
9. Above all, we never compromise our integrity.
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SPECIAL FEATURES
The Human backbone consists of 24 separate bones shown in the illustration. Between
each of these movable bones is a cushioning disc. Structurally, the cervical and the
lumbar bones are very susceptible to damage and strain. The major threat is a slipped
disc. When a disc slips out of position, it causes severe back pain and several other
disorders. A slipped disc can occur due to a fall, heavy lifting or most dangerously, poor
posture while sitting and lying. The best precautions are to sit straight and to sleep on a
scientifically made mattress.
An unscientifically made mattress can give you sleep disorders and
severe back pain. Unfortunately, many of you that go to bed with a mindful
peace and joy, wake up crankly in the morning. The problem is where you
went to take rest on. Your mattress.Un scientifically made mattress can
twist all your peace into a bed shape. Causing painful jerking, perspiration,
nightmare and most excruciatingly backache. Sulfex can give you sound
sleep at night and freshness throughout the day. The structural specialty of
Sulfex gives you a cool and fresh period of total relaxation.

Product Profile
A front line manufacturer with established core-competencies, Sulfex consistently
satisfies the comfort expectations of discerning customer, across India. What make the
Sulfex mattress special is the unique combination of the 100% natural coir and latex and
the advanced manufacturing technology. Arrived upon, thanks to the company’s insight
into the Indian sleep habits and the dedicated research efforts by health experts. This
resulted in the creation of a scientifically correct mattress. This offers maximum comfort
and right support for your body, while you are fast asleep.

. Sulfex luxury mattresses are manufactured in 5 styles to suit various life styles
and budgets. They are
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1. Sulfex President Mattress

2. Sulfex Fantasy plus Mattress
3. Sulfex Heritage Mattress
4. Sulfex Excelsior Mattress
5. Sulfex Tranquil Mattress

President Excelsior

Sulfex President Sulfex

Designed specially Excelsior Exquisite elegance takes
for the most luxurious experiences. the shape pf mattress! You'll admire
Exudes elegance and indulgence, every the majestic quilting, and the
inch. Super thick, with rich rubber superior quality of the cloth and the
topping to sink in softly. Strong inner finest shades and designs. As for its
backing to help your body retain the comfort , you’ll sure surrender! The
natural contours. A wide range ton pick wide range offers you a lot indulge
your right President! in.

Tranquil Fantasy
The perfect hospital Plus
mattress. Designed Sulfex Fantasy
and made carefully, Plus Offers
taking into account plush, but firm
the demanding needs of hospital wards backing for
and operating tables. The unique your fun-filled indulgences. Yes, it’s
combination of coir and latex helps the ideal comfort that newly-weds
patients relax in comfort. The high yearn for. It’s also the choice mattress
quality rexine covering lends softness, for hoteliers to pamper their choicest
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and prevents any kind of moisture guests. Wide range to satisfy every
seeping down to the insides. Washable, taste.
untreatable, easy to carry and foldable.

Heritage
A top-of-the-
line economy
mattress.
Offers you soft comfort and firm
Cushions, Pillows & backing. Looks plus luxury, with
Bolsters superb finishing, tape edging and
Pillows & trendy cover design. A rich
Bolsters A range collection of pastel/floral designs to
of exquisite choose from.
pillows,
cushions and
bolsters. Available in matching colour Quick dry MATS
and designs. When you choose the best Sulfex introduces a
mattress, complement them with the best range of finely crafted mats. For
- Sulfex pillows, cushions and bolsters. entrances, kitchens & bathrooms. The
Quick Dry bathroom mats have
excellent moisture-absorption capacity.
And dries well in normal room
temperature. Easy to clean and lasts
long.
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 Sulfex President
Designed especially for the most luxurious experiences. Exudes elegance and
indulgence, every inch. Super thick, with rich rubber tapping to sink in softly. Strong
inner backing to help your body retain the natural contours. A wide range to pick your
right president.

 Sulfex Fantasy plus

Offers plush, but firm backing for your fun-filled indulgences. Yes, it’s the ideal
comfort that newly-weds yearn for. It is also the choice mattress for hoteliers to pamper
their chicest guests. Wide range to satisfy every taste.

 Sulfex Heritage
A top of the line economy mattress offers you soft comfort and firm backing.
Looks plush luxury, with superb finishing, tape edging and trendy cover design. A rich
collection of pastel / floral designs to choose from.

 Sulfex Excelsior
Exquisite elegance takes the shape of mattress! You’ll admire the majestic
quilting and the superior quality of the cloth and the finest shades and designs. As for its
comfort, you’ll sure surrender! The wide range offers you a lot to indulge in.

 Sulfex Tranquil
The perfect hospital mattress. Designed and made carefully, taking into account
the demanding needs of the hospital wards and operating tables. The unique combination
of coir and latex helps patients relax in comfort. The high quality rexine covering lends
softness and prevents any kind of moisture sleeping down to the insides. Washable,
untearable, easy to carry and foldable.
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REVIEW OF LITERATURE

CUSTOMER PERCEPTION

customer perception is consumers’ ability to identify the brand under different condition
,as reflected by their brand recognition or recall performance (koteler and lane
,2006).Brand recall refers to consumers ability to retrieve the brand from memory (
according to improvement of measurement for brand equity ,consumer based brand
equity was described for four dimension ,brand awareness ,brand association , perceived
quality and brand loyalty. Brand awareness was defined as the consumers’ ability to
identify or recognize the brand. It refers to the strength of brand starting from the less
recognition of the brand to dominance perceived quality is another valuation of bran to
push the customer to buy products.
Consumer perception is that healthy ingredients equal ecofriendly;green logo increases
environmental feel( newyork july 6 ,2006).A new study conducted by branding firm
Landor associates .The study ,which was conducted among 510 males and females ages
18 and over ,identifies that 25% respondents consider themselves “green interested”
meaning that while this group is concerned about the environment ,its not active in its
defense.The remaining seventeen percent surveyed are, in fact, “green motivated‘’
meaning that they feel its very important for a company to be green.The green motivated
individual do base purchase decision on whether or not a brand reflects green behaviour
in its packaging ,ingredients and corporate actions.The landor study also revealed that
while 2out or 3 consumers can not name a brand they consider to be green ,there are
differences between perception and reality on what companies are green.To consumers , a
green brand uses technology that is environmentally
Friendly and uses natural and organic ingredients in its products .Brands placing
emphasis on supporting environmentally causes however did not receive recognition as
being “green”.
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Shows that 58 %of the general population surveyed considers itself ”not green
interested”.These self proclaimed “non green” individual do not care about
environmentally friendly practices, including recycling ,corporate social responsibility ,or
natural and or organic ingredients.

While the literature on brand and on brand relationship is rich in marketing literature
(Aaker 1991) we wish to more closely examine the association that are produced and
referenced with appearance of television advertising and its effectiveness in terms of
impact on brand familiarity and likeability .The super bowl telecast showcases a
complicated network of brand association the ads ,the teams and athletic contest in the
highly touted and expensive television commercial that air during the road cast.
Corporation make large investment in their brands and ,along with the growth of the
super bowl as a major televised event, some companies have aligned themselves with
image of super bowl year after year. They do this in part because corporation can utilize
the high publicity and public awareness this sports receives to gain both access to and
association with their target audience for greater exposure for their brands. Ideally, such
association yield increases sales, Sutherland and gall away state “products that are
advertised heavily have a status conferred upon them they are felt by customer to be more
popular products ,the media are assumed to carry that which is more important, more in
demand, more notorious. Just as ordinary person does not appear on TV, neither does the
ordinary product the author conclude “advertising function as a significant cue to
customer in judging what is and not acceptable and popular with others a presence on the
super bowl is within but also for enhancing the perceived status of the brand.

In examining college football fans, Madrigal points out that fan identification can even
extend from support of team to support of companies that sponsor and are associated with
 28

the team .He states, ”loyalty toward a preferred team may have beneficial consequences
for corporate sponsor ,consistent with idea of in group.

Lends support for this claim describing one survey that found that ever 70% of NASCAR
fans purchase the products of NASCAR sponsors. Madrigal(2000) also claims”
favourable purchase intentions are more likely to occur as identification with team
increases and when intentions are perceived as a group norm”. Comparable wisdom and
aspirations undoubtedly exist for those companies that produce and place advertisements.

Bellamy (1998) points out that, “with a seemingly endless proliferation of television
channels ,sport is seen as programming that can best break through the clutter of channels
and advertising and consistently produce a desirable audience for sale to advertisers “.
He also claims that sports broadcast providers a television network , economically
speaking with a level of product differentiation that distinguishes it from its rivals. This
often takes the form of branding adds that sports programming is good proposition,
because this type of programming offers the desirable ,and relatively hard to reach ,male
audience between the ages of 18 and 49.He claims the sports programming demographic
tends to be well educated with considerable disposal income “advertisers are willing to
pay top dollar for this audience, because they tend to make purchase decision about big
ticket items ,such as automobiles and computers “.

The inference from the survey findings ,and various theories and concepts it is evident
that otc drugs need to be marketed aggressively like an FMCG brand. Long term brand
loyalty can be established only with a sustained campaign. While product attributes and
pricing do play a significant part in influencing customer choose a particular brand ,an
ongoing advertising campaign touching the consumers in an emotional manner ,will
enable top of the mind recall and help build long term brand loyalty. Additionally all of
 29

the brands communication , including press advertising , public relation online ,direct
marketing should focus on the emotional values ,this will deliver a consistent message.

Irvine , Calif, (june 2004) announces the result of the interior styling segment of its
consumer automotive
Perception research study ,brand watch. Interior styling continues to be an important
factor among active car buyer ,as it plays a significant role in over all cabin comfort,
active new vehicle shoppers ranked the interior styling of vehicle brands based on overall
comfort , headroom and leg rooms ,as well as interior design throughout the cabin
including intelligent layout ,quality material convenient compartments and superior
ergonomics ,according to brand watch ,Toyota brands topped the ranking for having best
interior styling in four vehicle categories ,two domestic vehicle brands also claim top
spots in the interior styling study in addition to one well known German luxury brand.

Toyota nearly swept the non luxury categories when it comes to interior styling taken the
top in the minivan ,non- luxury SUV ,and non luxury sedan categories ,Toyota luxury
brand Lexus bested all other luxury brands for no,1 spot in the luxury brand category
,two domestic manufactures also garnered top position for having the highest rated
interior cabins.GMC was chosen by in internet ,new vehicle shoppers as having the best
interior styling in the truck segment and Cadillac beat high powered luxury ,BMW and
Mercedes BENZ for the best interior style in the luxury SUV category.

Jarlhem ,mahatma and mihalescu,raluca 2004,brand extension the study of consumer

perception of the parent brand and its extended brand personality finds that in an and
ever more rising competitive environment, brand markers are looking for ways to expand
their portfolios and it the same time decrease the costs of the new product introduced as
well as diminish the risk of new product failures ,one of the most popular ways to achieve
this is put a new product created in another category under the name of an existing brand
 30

called brand extension .However , this approach is full of ups and downs that affect the
consumers perceive the parent brand and extended brands personalities .This is based on
using related literature and a quantitative survey in order to answer the following four
main research question, what are the parent brands and the extended brands personalities
that company wants to be perceive how do the consumer perceive the parent brands and
the extended brands personalities are there any correlation between the perception of the
parent brand personalities are there any relationship between the parent and its extended
brands personalities regarding the consumers perception?
Samuel M.McClure ,Jain Li ,Damon Tomlin, Kim S,Cypert, Latane M.Montague ,and
P,Read Monague; “Neutral correlates of behavioural preference for culturally familiar
drinks”(published in Neuron, volume 44,Number 2,October 14,2004).The preference for
coke versus Pepsi is not only a matter for tongue to decide ,Samuel McClure and his
colleagues have found. Brain scans of people tasting the soft drinks reveal that memory
related brain regions that recall cultural influences. Thus say researcher, they have shown
neurologically how a culturally based brand image influence a behavioural choice.

These choices are affected by perception ,wrote the researchers because” there are visual
images and marketing message that have insinuated themselves into the nervous systems
of humans that consume the drinks “.Even through scientists have long believed that
assume the drinks even through scientists have long believed that such cultural message
affect taste the perception ,there had been no direct neutral probes to test the effect ,wrote
the researchers. Findings about the effects of such cultural information on brain have
important medical implication, they wrote. “Their entire squeal that result directly from
strongly suspected that one major culprit is sugared colas “, The researcher concluded
that their findings indicate that two separate brain system one involving taste and one
recalling cultural influence in the prefrontal cortex to determine preference.
 31

Study finds Wii leading consumer brand perception December 12,2006,Torondo

headquartered research film brand intel has released the latest in its weekly next gen
tracker studies findings the Wii seeing more competition from the xbox 360 for positive
sentiment. The tracker bases its sentiment averages based on number of discussion
criteria such as general appeal , purchase intend ,and brand image to get an overall look
of consumer perception of the Wii have cooled somewhat due to availability hostages
,but the company says ,it continues to be overall top position due to its low cost and
revolutionary controls.
The study depicts the highest rate of positive discussion for the console despite trailing
Xbox 360 and its processor ranks above average; overall perception are trained are
tarnished by its low availability, and especially by its price value ratios. “Discussion of
cell processor and graphics, says brand Intel, may be the key to changing consumer
perception in the future as it currently represents its strengths ‘’.
The perception of the brands in second life,Reperes market research (Alistier Krono
2007) Paris based market research agency, Reperes have made study on perception of the
presence of brands already in SL ,offers advice for establishing a RL brand and gives
evaluation of the marketing initiatives deployed by brands to date .Contribution to the
research were 1085 avatars interviewed between 13- 18 march 2007.
The study found in part surprising ,the brand recall of the companies in second life
.Coming out on top is Adidas with 69% awareness from the study.No surprises here as
the virtual Adidas store is an obvious interpretation of a first step into SL and is
frequently referenced in the media .BMW bests Mercedes Benz which feel is slightly
surprising and also of interest because the Mercedes island is much better consumer
venue than BMW. The starwood hotels aloft concept scores weekly.I think this is due to
the fact that the island was from” the early days”(2006) and therefore the newer residents
missed the coverage. Shame because it’s great place. what surprised the most was PA
consulting .They came bottom in this research which is odd because they push their
venue hard with good events and initiatives such as their demo second island.
 32

RESEARCH METHODOLOGY

3.1 RESEARCH DESIGN

“Research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with economy in
procedure.” It is the conceptual structure within which research would be conducted. The
preparation of such a design facilities research to be as efficient as possible in yielding
maximal information.

 Descriptive research method

3.2 SOURCES OF DATA

 Primary Data
Primary data are the actual information which is received by the researcher for
study from the actual field of research. These data are attained by means of schedules. In
some field primary data are collected through interview and observation method. The
observation method for collecting primary data may be both participant such data
researcher from the yield of research directly. In this study researcher used direct
observation method of collect primary data Primary Data for the study is collected
through direct personal interview, questionnaire etc.
 Secondary Data
Secondary data are the information which is attained indirectly, such data
obtained generally from published and unpublished material. the secondary data are
gathered through two type of sources Secondary data is collected from company profile,
official records, Journal, magazines and from websites
 33

3.3 GEOGRAPHICAL AREA

 The geographical area is the most important one while go for the survey
Methods. Samples were selected in and around of payyanur.
3.4 SAMPLING DESIGN
 Sampling may be defined as selection of some part of an aggregate or totality on
the basis of which a judgment or interface about aggregate or totality is made ,in
the words it is the process of obtaining information about an entire population by
examining only a part of it
 Convenience sampling

Here the elements are selected for inclusion in the sample based on the ease of
access. They are least reliable design but normally the cheapest and easiest to conduct.
Researcher generally uses convenience samples to obtain large number of data quickly
and economically. When the samples are selected from population on the basis of ease of
access, it can call as convenience sampling.
 Judgement sampling
When a person is knowledgeable about the population under study chooses sample
members he feels would be most appropriate for particular study. Thus study is selected
on the basis of his judgment.
SAMPLING SIZE

The total sampling size is 100. And here took 80 samples from the customer
of the company remaining 20 samples from the non customer.

3.5 RESEARCH INSTRUMENT

Data were collected by using questionnaire as an instrument .The data collected
through questionnaire have been used further analysis.
 34

3.6 QUESTION DESIGN

A standardized questionnaire was used to collect data on customer perception and
to evaluate the performance of sulfex mattress among the customers the researcher have
contributed this effort in framing the questionnaire. The purpose of study is explained
clearly to the respondents. The questionnaire was made in a form to elicit.

3.7 INTERVIEW METHOD

Interview method is more effective in getting information about person believes,
feelings, future plans, past and private behavior etc. Face to face, interviews provide
more details about the required quantitative data. So interview method was used.

3.8 STATISTICAL ANALYSIS

The researcher has applied certain statistical tools for study the framed objectives. For
this research percentage analysis, cross tabulation, chi-square test and two way ANOVAs
are used as statistical tools.

3.8.1 PERCENTAGE ANALYSIS

In this project percentage method test was used. The percentage method is used to know
the accurate percentages of the data we took, it is easy to graph out through the formula

No of respondent

Percentage of respondent = Total no. of Respondents × 100

From the above formula, we can get percentages of the data given by the respondents.
 35

3.8.2 CHI-SQUARE

The Chi-square is one of the most widely used non-parametric tests in statistical work.
The Chi-square was first used by Karl Pearson in the year 1900.
It is defined as

𝑋2 = ∑(𝑂𝑖 − 𝐸𝑖)2/𝐸𝑖

Chi- square is applicable to a very large number of problems in practice. With the help of
test we can find out whether two or more attributes are associated or not.
 36

DATA ANALYSIS AND INTERPRETATION

The data after collection has to be processed and analyzed in accordance with outline laid
down for the purpose of developing the research plan. This is essential for the scientific
study and for ensuring that we have all relevant data for making comparison and analysis.
the term analysis refers to the computation of certain measure along with searching for
patterns of relationship that exists among data groups. Thus in the process of analyzing
,relationship of differences supporting or conflicting with original or new hypothesis
should be subjected to statistical test of significance ,to determine with what validity ,data
can be said to indicate any conclusion.

Analysis of data in a general way involve a number of closely related operation ,which
are preferred with the purpose of summarizing the collected data and organizing these in
such a manner that they answer the research question.

Interpretation refers to the task of drawing interface from the collected facts after an
analytical study. In fact, it’s an search for boarder meaning of research finding.
Interpretation has two major aspects namely (1) the effort to establish continuity in
research through linking the result of a given study with those of another and (2) the
establishment of some explanatory concept.

In one sense interpretation is concerned with relationship with the collected data, partially
overlapping analysis. Interpretation also extends beyond the data at the study, to include
the result of other research theory.

Thus interpretation is the device through which the factor that seem to explain what has
been observed by the researcher in the course of the study can be understood and it
provides a theoretical conception which can serve as a guide for researchers.
 37

4.1 PERCENTAGE ANALYSIS

TABLE 4.1.1 AGE OF THE RESPONDENTS

CATEGORY NUMBER OF RESPONDETS PERCENTAGE

18-25 8 8%

25-35 26 26%

35-45 45 45%

45-60 19 19%

ABOVE 60 2 2%

TOTAL 100 100%

FIGURE 4.1.1. AGE OF RESPONDENTS

AGE LEVEL OF RESPONDENTS

50
No of respondents

AGE LEVEL OF
40 RESPONDENTS
30
20
10
0
18-25 25-35 35-45 45-60 Above 60
Age

INTERPRETATION
The Table 4.1.1 indicate that the most of the respondents are in the age group of 35-45
following are in the age group between 25-35,45-60,18-25 and above 60.
 38

TABLE 4.1.2 THE GENDER OF THE RESPONDENTS

GENDER NUMBER OF PERCENTAGE

RESPONDETS

MALE 37 37%

FEMALE 63 63%

TOTAL 100 100%

FIGURE 4.1.2.GENDER OF A RESPONDENTS

GENDER

37%
male
female

63%

INTERPRETATION
The Table 4.1.2 Showed 37% respondents are belongs to male responder and 63% are
belongs to female respondents. And total selected respondents are 100.
 39

TABLE 4.1.3 OCCUPATION OF RESPONDENTS

OCCUPATION NUMBER OF PERCENTAGE

RESPONDETS

STUDENT 8 8%

GOVERNMENT 27 27%
EMPLOYEE

PROFESSIONAL 13 13%

OTHERS 52 52%

TOTAL 100 100%

FIGURE 4.1.3.OCCUPATION LEVEL OF RESPONDENTS

OCCUPATION OF RESPONDENTS

8%
student
52% 27%
13% government employee
professional
others

INTERPRETATION
From the above table shows that 4.1.3 the majority of occupation category is
others 52% and 27% respondents are a government employee. And 8%
respondents are student and 13% professional.
 40

TABLE 4.1.4 AREA OF RESPONDENTS

AREA NUMBER OF PERCENTAGE

RESPONDETS

RURAL 82 82%

URBAN 14 14%

CITY 0 0%

TOWN 4 4%

TOTAL 100 100%

FIGURE 4.1.4. AREA OF RESPONDENTS.

AREA OF RESPONDENTS

0% 4%
14%
Rural

82% urban
city
town

INTERPRETATION
The above table 4.1.4 shows 82% respondents are belongs to the rural area, 14% are
belongs to the urban area, and 4% comes from the town area but no one belongs to the
city.
 41

TABLE 4.1.5 CUSTOMER OF A SULFEX MATTRESS

CUSTOMER NUMBER OF PERCENTAGE

RESPONDETS

YES 80 80%

NO 20 20%

TOTAL 100 100%

FIGURE 4.1.5. RESPONDENT’S PREFERENCE

customer of sulfex

20%

yes
no

80%

INTERPRETATION
From the above table.4.1.5 it is clear that 80% respondents are preferred the sulfex
products and 20% responder not preferred sulfex product.
 42

TABLE 4.1.6 REASON FOR NOT PURCHASE

OPTION NUMBEROF PERCENTAGE

RESPONDETS

HIGH PRICE 4 20%

POOR QUALITY 2 10%

POOR BRAND 8 40%

IMAGE

CAN’T SAY 6 30%

TOTAL 20 100%

FIGURE 4.1.6 REASON FOR NOT PURCHASE

40
No of respondents

30

20
40%
10 20%
30%
0 10%

High price
poor quality
poor brand
can't say
image

Reason

INTERPRETATION
The table 4.1.6 shows 20% respondents perception about sulfex product is having
high price and the 10% responder go with poor quality. And not only that 40%
customer not purchase because of poor brand image. And 30% people not ready to
answer.
 43

TABLE 4.1.7 AWARENESS ABOUT THE PRODUCT

OPINION NUMBER OF PERCENTAGE

RESPONDETS

YES 17 85%

NO 3 15%

TOTAL 20 100%

FIGURE4.1.7. AWARENESS ABOUT THE PRODUCT

AWARENESS CHART

15%

85% yes
no

INTERPRETATION
From the above table 4.1.7 it is clear that 85% respondents have the awareness and
15% not having the awareness.
 44

TABLE4.1.8 PURCHASE MOTIVE

PERCEPTION NUMBER OF PERCENTAGE

RESPONDETS

QUALITY 42 52.5%

PRICE 30 37.5%

BRAND IMAGE 5 6.25%

CONVIENCE 3 3.75%

TOTAL 80 100%

FIGURE4.1.8. PURCHASE MOTIVE

6.25% 3.75%

52.5% quality
37.5%
price
brand image
convience

INTERPRETATION

The above table 4.1.8 shows 52.5% of customer prefers sulfex because of the quality,
37.5% of customer purchase because of the price. And the remaining 6.25% and 3.75%
customer purchase because of brand image and convince respectively.
 45

TABLE 4.1.9 OPINION ABOUT SULFEX

OPINION NUMBER OF PERCENTAGE

RESPONDETS

EXCELLENT 8 10%

GOOD 44 55%

AVERAGE 24 30%

POOR 4 5%

TOTAL 80 100%

FIGURE 4.1. 9. OPINIONS ABOUT SULFEX

60

50

40

30 55% Series1

20
30%
10
10%
5%
0
Excellent Good Average Poor

INTERPRETATION
The above table 4.1.9 that 55% respondent’s give the opinion of good, and 30% says
that its average 10% go with excellent product and only 5% say that it’s poor.
 46

TABLE 4.1.10 USAGE TYPE OF MATRESS

PERCEPTION NUMBER OF PERCENTAGE RANK

RESPONDETS

PRESIDENT 15 18.75% 3

EXCELSIOR 16 20% 2

TRANQUIL 13 16.25% 4

FANTASY PLUS 24 30% 1

HERITAGE 12 15% 5

TOTAL 80 100%

FIGURE 4.1.10. RESPONDENTS USAGE TYPE OF MATTRESS

15% 18.75%
president
Excelsior
tranquil
16.25%
30% fantasy plus
Heritage

20%

INTERPRETATION
From the above figure 4.1.10.shows the 30% customer prefers fantasy plus model,
because it has good design and heritage model preference is very less 15%. And
18.75% go with president type, tranquil has 16.25% and excelsior model preference
is 20%.
 47

TABLE 4.1.11 AWARNESS ABOUT THE PRODUCT

PERCEPTION NUMBER OF PERCENTAGE

RESPONDETS

ADVERTISING 56 70%

RELATIVE AND 8 10%

FRIENDS

PEER GROUP 4 5%

OTHER 12 15%

TOTAL 80 100%

FIGURE4.1.11. AWARNESS ABOUT THE PRODUCT

15%

5%
Advertising
Relative and friends
10%
peer group
others
70%

INTERPRETATION
Figure shows 70% respondents say’s that from the advertising they get the
awareness,10% get the awareness from their relative and friends .And only 5% go with
peer group and 15% say’s that others. So it’s clear that the company must focus the
communication to increase awareness in peer group and relative and friends.
 48

TABLE 4.12 THE QUALITY PERFORMANCE OF SULFEX

PERCEPTION NUMBER OF PERCENTAGE

RESPONDETS

VERY GOOD 3 3.75%

GOOD 19 23.75%

AVERAGE 29 36.25%

SATISFACTORY 24 30%

NOT SATISFACTORY 5 6.25%

TOTAL 80 100%

FIGURE 4.1.12 THE QUALITY PERFORMANCE OF SULFEX

6.25% 3.75%

23.75% Very good

30%
Good
Average

36.25% Satisfactory
Not satisfactory

INTERPRETATION
Above table 4.1.12. Shows 36.5% rate the quality performance as average, 30%
respondents go with satisfactory. And 23.75% respondent’s rates the quality as good but
6.25% go with not satisfactory.3.75% respondents says very good.
 49

TABLE 4.1.13 RESPONDENTS PURCHASING ATTITUDE AS PER THE SEASON

PERCEPTION NUMBER OF PERCENTAGE RANK

RESPONDETS

SUMMER 12 15% 4

WINTER 36 45% 1

RAINLY 14 17.5% 3

SPRING 18 22.5% 2

TOTAL 80 100%

FIGURE 4.1.13.RESPONDENTS PURCHASING ATTITUDE

SEASON

15%
23%
summer
winter
rainly
17% spring
45%

INTERPRETATION
Figer 4.1.13. Shows 45% customer purchase at winter season, and 15% preferred in
summer, 17.5% preferred in rainy season and 22.5% choose spring.
 50

TABLE 4.1.14 OFFERS GIVEN BY DEALER

OPINION NUMBER OF PERCENTAGE

RESPONDETS

YES 76 95%

NO 0 0%

OCCASIONALLY 4 5%

TOTAL 80 100%

FIGURE 4.1.14 OFFERS GIVEN BY THE DEALER

OFFERS GIVEN BY THE DEALER

100
90
80
70
N of respondents

60
50
40 Series1
30
20
10
0
Yes No Occasionally
opinion

INTERPRETATION

Here the figure 4.1.14 shows 95% say’s that they get the offer from the dealer. And 5%
say’s that they get the offer but occasionally. Its means they get the offer in some festival
season. And no one say’s that they didn’t get any offer.
 51

TABLE 4.1.15 THE OFFER OF PRODUCT

OFFER NUMBER OF PERCENTAGE

RESPONDETS

FREE PILLOW 56 70%

BED SHEET 16 20%

OTHERS 8 10%

TOTAL 80 100%

FIGURE 4.1.15 THE OFFER OF PRODUCT

OFFER GIVEN BY DEALER

10%
20%
free pillow
70%
Bed sheet
Others

INTERPRETATION
Figer 4.1.15 shows the 70% respondents get the offer as free pillow, and 20% say’s that
they get the bed sheet and 10% go with others.
 52

TABLE 4.1.16 OPINION ABOUT PRICING SYSTEM OF A SULFEX

OPINION NUMBER OF PERCENTAGE

RESPONDETS

VERY HIGH 7 8.75%

HIGH 15 18.75%

AVERAGE 45 56.25%

LOW 13 16.25%

VERY LOW 0 0%

TOTAL 80 100%

FIGURE 4.1.16 OPINION ABOUT PRICING SYSTEM OF A SULFEX

PRICING SYSTEM

56.25
60

50
no of respondents

40

30
18.75 Series1
16.25
20
8.75
10
0
0
very high High Average low very low
rate

INTERPRETATION

From the figure 4.1.16 we can see that 56.25% of the respondents say’s that the pricing
rate is average. And 8.75% go with high price, 18.75% go with high price and 16.25%
say’s its low price.
 53

TABLE 4.1.17 .FLOW OF INFORMATION BETWEEN DEALERS AND CUSTOMER

OPINION NUMBER OF PERCENTAGE

RESPONDETS

VERY CLEAR 44 55%

CLEAR 24 15%

NOT CLEAR 10 25%

CAN’T SAY 4 5%

TOTAL 80 100%

FIGURE 4.1.17FLOW OF INFORMATION BETWEEN DEALERS AND CUSTOMER

FLOW OF INFORMATION

5%

25% Very clear

clear
55% Not clear
can't say
15%

INTERPRETATION
Figure 4.1.17 shows 55% respondents said that they get information in very clearly. And
15% clear, 25% go with not clear option and 4% not ready to answer.
 54

TABLE 4.1.18 THE RESPONSE OF A DEALER

OPINION NUMBER OF PERCENTAGE

RESPONDETS

EXCELLENT 8 10%

GOOD 21 26.25%

FAIR 45 56.25%

AVERAGE 6 7.5%

POOR 0 0%

TOTAL 80 100%

FIGURE 4.1.18.RESPONSE OF DEALERS

RESPONSE OF DEALERS
60

50
No of Respondents

40

30

20

10

0
excellent good fair average poor
opinion

INTERPRETATION
Figure shows 56.25% respondents say’s the dealer response was fair and 26.25% good.
And 10% respondents go with excellent and 7.5% say’s its average but no one go with
poor option.
 55

TABLE 4.1.19 DELIVERY PERFORMANCE OF A DEALER

PERFORMANCE NUMBER OF PERCENTAGE

RESPONDETS

EXCELLENT 8 10%

GOOD 20 25%

FAIR 48 60%

AVERAGE 4 5%

POOR 0 0%

TOTAL 80 100%

FIGURE 4.1.19.DELIVERY PERFORMANCE OF A DEALER

DELIVERY PERFORMENCE OF A DEALER

Excellent good fair Average poor

5% 0% 10%

25%

60%

INTERPRETATION
The above figure 4.1.19 shows 10% of the respondents says the performance of the
dealer was excellent and 25% go with good option. And 60% respondents says it’s
fair, 4% says it’s average.
 56

TABLE 4.1.20 RATE THE EXPERIENCE WITH SULFEX

EXPERIENCE NUMBER OF PERCENTAGE

RESPONDETS

VERY GOOD 15 18.75%

GOOD 58 72.5%

BAD 7 8.75%

VERY BAD 0 0%

TOTAL 80 100%

FIGURE 4.1.20 RESPONDENTS EXPERIENCE WITH SULFEX

RESPONDENTS EXPERIENCE WITH SULFEX

8.75% 0
18.75%
very good
good
bad
very bad

72.5%

INTERPRETATION
Figure shows 72.5% respondents rate the experience as good and18.75% says they had
very good experience. And 8.75% go with bad experience.
 57

TABLE4.1.21 RATE THE SUPPLIER’S PERFORMANCE

PERFORMANCE NUMBER OF PERCENTAGE

RESPONDETS

EXCELLENT 12 15%

GOOD 18 22.5%

FAIR 44 55%

AVERAGE 6 7.5%

POOR 0 0%

TOTAL 80 10%

FIGURE 4.1.21 THE SUPPLIER’S PERFORMANCE

RATE OF SUPPLIER

60
50
Respondents

40
30
20
10
0
Excellent good fair average poor
Rate

INTERPRETATION

Table shows the 55% of the responder rate supplier performance as fair and 22.5% rate
good. And almost 15% says its excellent.7.5% go with average. And no one says it ‘Poor
 58

TABLE 4.1.22 NEXT TIME WILL YOU PURCHASE

OPINION NUMBER OF PERCENTAGE

RESPONDETS

YES 56 70%

NO 24 30%

TOTAL 80 100%

FIGURE 4.1.22 .PURCHASING OPINION

PURCHASING OPINION

No
30%

Yes
70%

INTERPRETATION

Figure shows 70% respondents says they will again purchase sulfex products and 30%
says they will not purchase.
 59

TABLE 4.1.23 IMPROVEMENT SUGGECTION OF RESPONDENTS

OPINION NUMBER OF PERCENTAGE RANK

RESPONDETS

quality 13 16.25% 3

Packaging style 24 30% 2

design 7 8.75% 4

colors 36 45% 1

total 80 100%

FIGURE 4.1.23. IMPROVEMENT SUGGECTION OF RESPONDENTS

IMPROVEMENT SUGGECTION
50 45
45
40
N o of respondents

35 30
30
25
20 16.25 Series1
15
8.75
10
5
0
quality packaging style Design colors
OPINION

INTERPRETATION

The above table shows 16.25% suggest the improvement the company should consider
quality, 30% says they need to focus on the packaging style. And 8.75% says they should
be focus on their design. And 45% suggest they must focus on the color of the product.
 60

TABLE 4.1.24 RATE THE AFFORDABILITY

AFFORDABILITY NUMBER OF Weight PERCENTAGE Rank

RESPONDETS average

HIGH 24 24 x 4 = 96 30% 2

AVERAGE 36 36 x 3 = 108 45% 1

LOW 20 20 x 2 = 40 25% 3

VERY LOW 0 0x1=0 0% 4

TOTAL 80 100%

FIGURE 4.1.24. AFFORDABLITY RATE

AFFORDABLITY RATE

60
no of responder

45%
40 30%
25%
20
0 Series1
0%
High
Average
Low
Very low
Affordablity

INTERPRETATION
Above figure shows 30% says the affordability of the product is high and 45% says it’s
the average. And 25% go with low and no one says very low.
 61

CHI SQUARE 1

4. 21 OCCUPATION AND AWARENESS

Awareness level

occupation Advertisement Relative and Peer others total

friends group
student 4 4 0 0 8
Government 12 4 2 9 27
employee
professional 5 2 3 3 13

others 49 0 0 3 52
total 70 10 5 15 100

Hypothesis

Ho=There is no Significant relationship between occupation and awareness.

H1= There is a Significant relationship between occupation and awareness.
Oi= Observed frequency
Ei= Expected frequency
Chi-Square(x2) = (Oi-Ei) ²
-------------------------
Ei
Level of significance
For 5% degrees of freedom = (R-1) (C-1).
= (4-1) (4-1)
= (3) (3) =9.
= 16.919.
 62

Table 4.21 Showing the Expected Frequency.

Oi Ei Oi-Ei (Oi-Ei) ² (Oi-Ei)²/ Ei

4 5.6 -1.6 2.56 0.4571
4 0.8 3.2 10.24 12.8
0 0.4 -0.4 0.16 0.4
0 1.2 -1.2 1.44 0.24
12 18.9 -6.9 47.61 2.519
4 2.7 1.3 1.69 0.625
2 1.35 0.65 .4225 0.3129
9 4.05 4.95 24.5025 6.05
5 9.1 -4.1 16.81 1.8472
2 1.3 0.7 0.49 0.376
3 0.65 2.35 5.5225 8.4961
3 1.95 1.05 1.1025 0.5653
49 36.4 12.6 158.76 4.3615
0 5.2 -5.2 27.04 5.2
0 2.6 -2.6 6.76 2.6
3 7.8 -4.8 23.04 2.953
1oo 49.803

Calculated chi square value degree of freedom level of significant 5%

49.803 9 16.919

Inference: Since the computed value higher than the table value, so we reject
null hypothesis (H0). Therefore there is a significant relationship between
occupation and awareness.
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CHI SQUARE 2

4. 22 GENDER AND QUALITY PERFORMANCE

Quality performance
Very good average satisfactory Not Total
Gender good satisfactory
Male 1 7 18 9 2 37

Female 3 17 18 21 4 63

Total 4 24 36 30 6 100

Hypothesis

Ho=There is no Significant relationship between gender and quality performance

H1= There is a Significant relationship between gender and gender and quality
performance
Oi= Observed frequency
Ei= Expected frequency
Chi-Square(x2) = (Oi-Ei) ²
-------------------------
Ei
Level of significance
For 5% degrees of freedom = (R-1) (C-1).
= (5-1) (2-1)
= (4) (1) =4 = 9.483.
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Table 4.22 Showing the Expected Frequency.

Oi Ei Oi-Ei (Oi-Ei) ² (Oi-Ei)²/ Ei

1 1.48 -0.48 0.2304 .1556
7 8.88 -1.88 3.5344 .3980
18 13.32 4.68 21.902 1.6442
9 11.10 -2.1 4.41 .3972

2 2.22 -0.22 0.0484 .0218

3 2.52 0.48 0.2304 .0914

17 15.12 1.88 3.5344 .2337

18 22.68 -4.68 21.902 .9656

21 18.90 2.1 4.41 .234

4 3.78 0.22 0.0484 .0128
100 4.1543

Calculated chi square value degree of freedom level of significant 5%

4.1543 3 9.483.

Inference
Since the computed value lesser than the table value, so we accept null hypothesis (H0).
Therefore there is no significant relationship between gender and quality performance.
 65

Table 4.23 SHOWING TWO WAY ANOVA FOR AREA AND RECEIVE OF
COMMUNICATION.

Communication receive

Area Very clear clear not clear Cannot say Total

Rural 45 12 21 4 82
Urban 8 3 3 0 14
City 0 0 0 0 0
Town 2 0 1 1 4
total 55 15 25 5 100

Hypothesis
Ho=There is no Significant relationship between area and communication receive.
H1= There is a Significant relationship between area and communication receive.
Correction Factors = T (2)
----------------
N
= (100)2 /16 = 625

Total Sum of Square (TSS) = 2714 – 625 = 2089.

Column Sum of Square (CSS) = 55 ² /4+ 15²/4+ 25²/4+ 5²/4-cf
= 975-625=350.
Raw Sum of Square (RSS) = 82²/4+14²/4+0²/4+4²/4-cf
=1681+49+0+4-625
= 1734- 625 = 1109.
Error Sum of Square (ESS) = TSS – (CSS+RSS)
= 2089 – [350+1109]
= 2089-1459=630.
Table 4.24 Two Way ANNOVA Table.
 66

Source Sum of Square Degrees of Mean Sum of Square F value

Freedom
TSS 2089 (16-) = 15 139.26

CSS 350 (4-1) = 3 116.66 1.667

RSS 1109 (4-1) = 3 369.6 5.28

ESS 630 15-(3+3) = 9 70

LEVEL OF SIGNIFICANCE 5%
Column: (3-9): 8.81
Raw: (3-9): 8.81
INFERENCE:
(1) Column: (3-9): 8.81.
Since the computed value is less than the table value, so we accept our null hypothesis
(H0). Therefore there is no significant relationship between area and communication
receive
(2) Raw: (3-9): 8.81.
Since the computed value is less than the table value, so we accept our null hypothesis
(H0). Therefore there is no significant relationship between area and communication
receives.
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5.1 FINDINGS
 From the study it is found that 45% of the respondents in the middle age
group.
 The 63% respondents are female.
 The 82% of the respondents are from rural area.
 The factors affecting purchasing decision of the customers are the quality
(52.5%) of the product by the company.
 The 55% customers say the sulfex mattress is a good product.
 The 30% of the customer use fantasy plus type mattress.
 Majority (70%) of the customers getting aware about sulfex mattress from
advertisement as well as through other media (15%).
 The 36.25% of the customer agreed that the quality provided by the company
is average.
 Usually 45% the customer purchases the product in the winter season
 The 95% of the customer says the dealer provided the offer in every purchase.
 The 70% of the offer is the free pillow.
 The most 56.25% of the customer agree that the pricing system of a sulfex is
average.
 From the study it is clear that 55% respondents say they have good
distribution network.
 The study discloses that the customer’s satisfaction mainly related to quality
of sulfex mattress.
 The supplier provided fair response (22.5%) depending up on the customer
complaints.
 The60% of the customer says the delivery performance of a sulfex is fair.
 The 72.5% of the customer have good experience with sulfex Mattress
Company.
 68

5.2 SUGGESTIONS

 Company need to come up with new attractive schemes to capture the more customer
and not only that the company must focus to retain the existing customer.
 Company must focus on their colour of a mattress product.
 Tough competition reduces their brand image and so company must improve their
brand image.
 Company has to improve their promotion method in the remote area.
 Company must satisfy the customers by providing attractive schemes and it will help
the company to get strong position in the market.
 Company distribution method is good but they have to improve as excellent and to
get more preference than the competitors.
 69

CONCLUSION

Sulfex have made considerable achievements in the area of mattress and related
products. The company has operational experience of above ten years. Dedicated work
and vision of MTP Muhammad Kunhi has enabled the company to reach its position
today.

Company’s quality and loyalty is worth considering. Through their efforts and
quality, company has able to establish a good reputation. The market and goodwill it
enjoys appreciable indeed.

The major achievement of the company is definitely in the area of technology;

in fact compact production which is not only unbeatable to domestic player but also for
global companies. The company is intact very keen on up gradation and implementation
of latest technology wherever possible.

Successful company is one which certain up and down in the market and able
to win the battle. In fact Sulfex has been in existence for the last ten years and it is all set
to step into next millennium with glorious memory to sell.
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QUESTIONNAIRE ABOUT CUSTOMER PERCEPTION

PERSONAL DETAILS

1. Name: ……………………………….. (optional)

2. Age : 18-25 25-35 35-45

45-60 Above 60

3. Gender: male female

4. Occupation : student government employee

Professional others

5. Area of live : Rural Urban

City town

6. Are you a customer of sulfex mattress?

Yes No
 If no, why don’t you purchase sulfex mattress products?
High price poor quality

Poor brand image can’t say

 Whether don’t you get any awareness about sulfex mattress product?
Yes No
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7. If yes, which thing you force to buy the sulfex matters product?

Quality Price

Brand image Convinces

8. What is your opinion about the sulfex mattress product?

Excellent good

Average poor

9. What type of sulfex mattress is using?

President Excelsior Tranquil

Fantasy plus Heritage

10. How did you come to know about sulfex mattress?

Advertising Relative and Friends

Peer group other

11. How will you rate the quality performance of sulfex mattress?

Very Good Good Average

Satisfactory Not satisfactory

12. In which season did you purchase sulfex mattress?

Summer winter

Rainy spring
 72

13. Did you get any offer from the dealers?

Yes No

Occasionally

14. If yes, what was that offer?

Free pillow Bed sheet

Others

15. Please rate the pricing system of a sulfex mattress?

Very high High

Average Low very low

16. Whether communication and instructions received from the staff was clear?

Very clear clear

Not clear can’t say

17. When you have contacted the dealers how rapid and efficient was the response?

Excellent Good

Fair Average Poor

18. How do you rate the delivery performance of sulfex mattress?

Excellent Good

Fair Average Poor

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19. How would you rate your overall experience with sulfex mattress?

Very good Good Average

Bad Very bad

20. The overall rate of a supplier's performance?

Excellent Good

Fair Average Poor

21. Next time when you purchase mattress will you go for sulfex mattress?

Yes No

22. What improvement do you suggest?

Quality Packaging style

Design Colors

23. Please rate the affordability of sulfex products?

High Average

Low Very low

Thank You
 74

BIBLIOGRAPHY

 Marketing Management by Philip Kotler

 Memorandum and Articles of Association
 www.sulfexmattress.com
 www.indiainfoline.com