A STUDY ON CUSTOMER PERCEPTION OF KAP INDIA TILES Pvt.

LTD, PERAMANGALAM, THRISSUR MINOR PROJECT REPORT Submitted in partial fulfilment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION Of the UNIVERSITY OF CALICUT BY PRABEESH K M Reg. No: WFAKMBA Under the guidance of Mr. PADMANABHAN N S Lecturer Department of management studies

INSTITUTE OF MANAGEMENT AND TECHNOLOGY M.G.KAVU P.O, POTTORE THRISSUR-680581 2010-2012

DECLARATION

I,

Prabeesh k.m , Third semester MBA student of titled

Department of

Management Studies, Westfort Higher Education Trust, Thrissur do here by declare that this Minor project report A Study On customer perception at Kap India Tiles

Peramangalam, Thrissur , under the guidance of Mr Padmanabhan N S , Lecturer, MBA, is the result of my original work during the period of study. I have not submitted the same for the award of any other degree, diploma, and title of recognition before. All the data both primary and secondary are to the best of my knowledge.

ACKNOWLEDGEMENT

With great pleasure I am presenting this project entitled A study on customer

perception at kap India tiles Thrissur a project of this dimension would not have been
possible without the sincere help and support provide to me from all sources that was approached. I would like to express my gratitude towards Mr. Sabu .P J, Asst Manager, Kap India Tiles, for the guidance and constant support for completing the project I express my sincere gratitude towards Dr. Narayanankutty, Principal, Institute of Management and Technology, Pottore, Thrissur. The project has been made possible by the greatest efforts and dedicated support extended to me by guide Mr. Padmanabhan.N.S Lecturer, Department of Management Studies, Institute of Management and Technology, Pottore, Thrissur. I am, deeply inhibited to my parents who were my unfailing source of my inspiration and all the members and friends of IMT, college for the inspiration and help in their own ways during the preparation of the project. Above, all I thank, God almighty for his entire blessing.

Prabeesh .K.M

TABLE OF CONTENTS
CHAPTER NO:
1.1 1.2 1.3 1.4 1.5 1.6 1.7 1.8

TITLE
Introduction Introduction to the study Executive summary Scope of the study Objective of the study Statement of the problem Industry profile Company profile Limitation of the study Review of literature Research methodology Data analysis and interpretation Findings, suggestions and conclusion Bibliography Annexure

PAGE NO:

1.

2. 3. 4. 5. 6. 7.

LIST OF TABLE
SL NO:
1

TITLE
Table showing the price affordability of kap India tiles

PAGE NO:

Table showing the price as the factors for preferring kap India tiles Table indicating flexibility in price of kap India tiles

Table showing the design as the factors for preferring kap India tiles Table showing the attractiveness of kap India tiles

Table showing the colour preferred by customers

Table showing the colour as the factor for preferring kap India tiles Table showing the availability of variety colour combination of kap India tiles Table showing the size of tiles preferred by the customers of kap India tiles Table showing the size as the factor for preferring kap India tiles

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Table showing the personal influence as the factor for preferring kap India tiles Table showing the satisfaction of overall features of kap India tiles Table showing the preferred by the customers of kap India tiles Table showing the gender of the customers of kap India tiles Table showing the age of the customers of kap India tiles Table showing the qualification of the customers of kap India tiles Table showing the income of the customers of kap India tiles

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LIST OF CHARTS
SL NO:
1

TITLE

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Figure showing the price affordability of kap India tiles

Figure showing the price as the factors for preferring kap India tiles Figure indicating flexibility in price of kap India tiles

Figure showing the design as the factors for preferring kap India tiles Figure showing the attractiveness of kap India tiles

Figure showing the colour preferred by customers

Figure showing the colour as the factor for preferring kap India tiles Figure showing the availability of variety colour combination of kap India tiles Figure showing the size of tiles preferred by the customers of kap India tiles Figure showing the size as the factor for preferring kap India tiles

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Figure showing the personal influence as the factor for preferring kap India tiles Figure showing the satisfaction of overall features of kap India tiles Figure showing the preferred by the customers of kap India tiles Figure showing the gender of the customers of kap India tiles Figure showing the age of the customers of kap India tiles Figure showing the qualification of the customers of kap India tiles Figure showing the income of the customers of kap India tiles

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CHAPTER 1 INTRODUCTION

1.1 INTRODUTION TO THE STUDY

The researcher is entitled A study on customer perception at kap India tiles Thrissur was done to understand the organizational climate prevailing in kap India tiles. Customer perception plays important role in the stage of the buying-decision process. Customer perception plays a major contributing factor in the sales and to identify the factors that help in developing the sales.

The kap India tiles were established in the year 1987. The group had been at an inland village called karuvannur near thrissur, a new composite and integrated factory KAP group was set up in peramangalam, 8km away from thrissur .today kap India tiles is a name written golden letters in the mainstay of terracotta industry. It was great opportunity to me to understand the effort and efficiency through which it had reached such position.

The kap India tiles cater to diversified needs for distinctive style and patterns of terracotta construction materials. Showcasing a vivid range of roof tiles, floor tiles, weather proofing tiles, structural hollow roof, wall blocks, etc they have become a trendsetter in the industry. This study was aimed to determine the customer perception about the kap India tiles.

1.2 EXECUTIVE SUMMARY

The researcher is entitled A study on customer perception at kap India tiles thrissur was done to understand the customer perception at kap India tiles. The kap India tiles come into being in the year 1987; it is situated thrissur Disstrict. the main objective of the study is to analyze and evaluate the customer perception prevailing in kap India tiles and to know about the company.

For the researcher an executive literature survey was undertaken, to understand the concept of customer perception and what are the factors influencing the customer perception. To get an opinion on the customer perception from customer of kap India tiles, the primary data collection tool was questionnaire consisting of 17 questions. The questionnaire was used to collect data from a sample of 100 customers of kap India tiles. Purposive sampling technique has been used as a tool or analysis. Bar charts used for graphical representation of data .the study were done for a period of 3 week. The data was analyzed using SPSS tool, finding and suggestions are provided as per the information gathered from analysis.

1.3 SCOPE OF THE STUDY

The scope of the study is limited to geographical limit in Thrissur. The reason behind choosing Thissur, is that the researcher and company believe that this is the best market for conducting an effective study .the purpose of the study was to know the customer perception and also the company wants to know the customer and their response

1.4 OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE:-

To study customer perception of tiles at kap India tiles.

SECONDARY OBJECTIVE:-

To identify the most important factors influencing the customer perception towards the kap India tiles.

1.5 STATEMENT OF THE PROBLEM

The company wants to know the factors effecting customer perception kap India tiles. As kap India tiles has number of competitors like Bell, Johnson, kajaria etc. so company is expecting high completion in the year to come. This will help the firm to take necessary steps which will increase the sale of project.

1.6 INDUSTRY PROFILE

The pre-historic passion (Touch of man and earth) :

Dig into the splendid culture of the past;- deftly carved robust terracotta speaks volumes of mans first fascination. Rich with imagination and aesthetic value, these composite earthen models mark the civilization of man on earth. The most ancient and original form of expression of life, terracotta has been the quintessence of mans artistic interpretations. Be it pottery or shelter, earth the eternal mother has been the best and finest resource of mankind throughout his illustrious past. He moulded his fantasies and skills in clay that surprised him with its pleasing plasticity and usability. Its distinctive abilities to transform to any desired shape when wet, and to retain the form given when dried and burned gave wings to the imagination and intelligence of man that made the terracotta of today. With the modern cutting edge technology man wisely remoulded the ancient terracotta concepts for the needs of his new habitat. In contemporary architecture clay based products such as roof tiles and floor tiles play a vital role in providing elegance and characters to each building and its interior. It has added new dimensions to a prehistoric fascination that began from time immemorial. An ever-continuing passion of connoisseurs and common people, clay roof tile was introduced with a commercial purpose in India by Christian missionaries from Germany and Switzerland about 125 years ago. They pioneered the setting up of a few factories in Mangalore first and Calicut later. Rich in alluvial deposits of red common clay, the coast of Malabar soon became the cradle of modern terracotta in India. During 1940s and 50s the industry underwent a quintessential revolution that marked the boom of terracotta factories in Kerala. It heralded new and exciting developments in clay based utility products that redefined the architectural aesthetics of the country for the coming years. Kap Cerra Colours carries on this enriched tradition of endless pursuit for innovation and perfection through the application of imagination and technologies.

TORRACOTTA PRODUCTS ::
An ancient art in clay the plastic and practical form of mother earth terracotta had adorned the exterior and interior of mans abode from time immemorial itself. Time moulded the styles and patterns of terracotta to suit the tastes and trends of modern society that continued the passion to the coming generations. It set the way for better looking and better performing application in terracotta that defined the way of life of today. Man created shapes and figures of his deities in clay, and raised his own home in bricks of clay. The unique power of the clay to get easily shaped and its susceptibility towards heat made the material a favourite medium of man. It followed magnificent creations of mans imagination in clay, the most powerful form of them being tiles.

TORRACOTTA PRODUCTS FOR TILING ::

Be it traditional or modern architecture Terracotta is game for roofing, ceiling, flooring and other reasons. Kap India tiles offer you outstanding varieties in all these applications, adaptable to any aesthetic aspects of architecture. The tiles manufactured from our factory excel in quality that counts first grade tiles. The use of terracotta as roofing tiles dates back to the ancient period when man first discovered its sheltering possibilities. From a flat piece of terracotta he developed tiles with functional aspect like interlocking designs. It was remoulded and reshaped in the in the kiln of mans imagination that made the exquisite roofing tile ranges today. A much-advanced form of terracotta tile is flooring tiles with stunning patterns and smooth finish. Kap India comes up with designer tiles that adorn the interiors of your home. Beautifully paved, the flooring tiles from Kap India can create wonders in your dream home. Ceiling and wall cladding are the next experiments man made with terracotta tiles. It gave way for pleasing patterns in ceiling and walls tiles that can evoke your admiration. Highly conforming to modern architectural styles, Kap India ceiling and wall tiles prove beyond fact that terracotta is still the user-friendly material of building construction.

TERRACOTTA HOUSING ::

PRODUCTS

FOR

TRADITIONAL

Man of the medieval period made his abode in clay products. The use of terracotta in ceiling, roofing, flooring, wall cladding and building had been applied first by him. The rich earth with plasticity gave pleasing natural red look and alluring simplicity to his abode. Today Kap India tiles with its variety of exquisite tiles compensate for the lost look of natural beauty in modern habitats. Its traditional and innovative tile ranges rebuild intact the traditional architecture in delightful designs and distinctive patterns. If not for the finish and colour of terracotta, the medieval man would definitely have used it for natural harmony the tiles create with its backdrop. Armed with high resistance power against weather changes, chemical reactions and the like, terracotta soon became an integral part of traditional architecture that has ardent advocates even today. Apart from imparting structural harmony to the households Kap India Tiles and blocks are definitely steps further the contemporary brick and mortar expressions. TERRACOTTA PRODUCTS AND MODERN HABITS :: Being made of the mother earth, that which sustains supports and contains all; terracotta products have a unique power to conform to any surroundings that hold it. Be it your residence or office, terracotta products bring in peace in terms of red colour and fine textures. Its unique ability to control the temperature of the atmosphere to a pleasurable level has made it the hot choice of most of modern architects who build in the cities. Its cool touch on the wall and floor inspires your soul and keeps it calm and contented. The terracotta clad home stands for a pleasing environment where you will be breathing cool fresh air even when it is situated in a polluted city. Kap India Tiles provide the best modern solution to tranquil atmosphere that can bestow heaven in terms of peace.

TERRACOTTA PRODUCTS AND MODERN HABITS ::

An aesthetically pleasing relief from monotonous concrete buildings is what terracotta clad house bestows its modern user. Terracotta imparts rustic appeal to the buildings that are made in a modern style. It exudes a feeling of grandeur that denotes a rich tradition. Modern villas, star hotels and resorts made using terracotta tiles may seem hospitable to an outsider who admires its warm and pleasant interior. Especially in Kerala where torrential rain and exhausting heat are climatic traits, terracotta plays a dual role pleasing in both situations. It controls the humidity in the air permeating heat or cold according to the climate. Kap India Tiles has an exquisite range of terracotta claddings with beautiful patterns and enamouring designs that may turn a modern habitat a paragon of beauty in earthenware. From roofing to lawn paving bricks, Kap India flaunts all pleasing varieties of tiles for the construction of a modern abode. Each tile, which is a masterpiece of precision craftsmanship, contributes to the majestic look of the habitat. From the beginning of modern period itself, attempts have been made to harmonize terracotta with modern functional designs that made way for the scintillating equations of today.

TERRACOTTA PRODUCTS FOR LAWS Terracotta a Greek word for earthenware has been a part of human culture since civilization. With the passage of time, man discovered vast utility base of clay, whether it is earthen pots or a habitat. With the advent of technologies terracotta found new applications that credited mans imagination. A recent development in that line is terracotta tiling for lawns. When paved in the garden lawn terracotta tiles augment the beauty of the lawn. Having been made of natural clay, it is a healthier substitute for concrete flooring. The porosity of clay tile creates breathing space for our naked foot and thus binds us directly to earth. Kap India tiles, available in a wide variety of aesthetically appealing patterns render striking out line to your lawn

Terracotta and early civilization

Archeological excavation in various parts of the world, including India has shed lights on the prominence of clay in early civilizations. Sculptures, edicts, pottery, images of worship and toys in terracotta found out from Indian shores wax eloquent about the terracotta culture that once reigned here. In India Mohenjo-daro and Harappan civilization have played significant roles in promoting the importance of clay and clay made products. Likewise the Sunga- Gupta period also marks the golden time of terracotta in India. Delightful experiments were practiced in terracotta that later contributed to the artistic and architectural lineage here.

TERRACORRA & DIFFERENT SCHOOLS OF ARCHITECTURE

Different foreign as well as Indian schools of architecture have time and again stressed the relevance of terracotta building material in construction. Most of the modern archeological thoughts emphasis the necessity of returning to terracotta culture in the building construction sector. They believe that terracotta can definitely sustain the ecological environment undisturbed in the coming aeons. Chicago school of architecture, one of the prominent branches in architecture describes the use of steel frame buildings with masonry cladding usually terracotta. Baked earth or terracotta in Italian have found place in Jocobethan Revival style as terracotta brickwork. Moorish architecture makes walls covered in glazed tiles that add to the structural and aesthetic importance of the building. Terracotta has been the base of Indian architecture.

Terracotta Products and Tranquil Surroundings ::

Being made of the mother earth, that which sustains supports and contains all; terracotta products have a unique power to conform to any surroundings that hold it. Be it your residence or office, terracotta products bring in peace in terms of red colour and fine textures. Its unique ability to control the temperature of the atmosphere to a pleasurable level has made it the hot choice of most of modern architects who build in the cities. Its cool touch on the wall and floor inspires your soul and keeps it calm and contented.

1.7 COMPANY PROFILE

Raised from the cradle of terracotta culture in India, kerala; kap India tiles came into being in the year 1987. It was begun as part of a great tradition namely KAP group that spanned more than 665 years. The group had been at an inland village called karuvannur near Thrissur. Envisaged by our great visionary and founder the late K.A Veeravu Haji, a leading light and pioneering figure in the industry kap India tiles- anew composite and integrated factory KAP group was set up in peramangalam,8 km away from Thrissur. Today kap India tiles is a name written golden letters in the mainstay of terracotta industry .it assume the major role by catering to the diversified needs for distinctive styles and patterns of terracotta construction materials. Showcasing a vivid range of roof tiles, floor tiles, weather proofing tiles, structural hollow roof, wall blocks, etc we have become a trendsetter in the industry. They own a big market share not only in Kerala but in Middle East countries as well. Their commitment to quality product and after sales service has earned us fame even in foreign lands. Their large list of satisfied clientele and contented architects speak for their products and for them. VISION An ageless obsession of mankind, terracotta-distinctive shapes and figures in clay retains its alluring charm even in our machine age.

FEATURED PROJECTS Kap India with its most modern research &development wing is a nonpareil manufacturer of quality tile products-be it roofing tiles, flooring tiles, celing tiles and other construction materials. Addicted to an endless passion for perfection.

Manufacturing Process ::

Mans evolution, development and growth are related to terracotta. It has been used throughout history for sculpture and pottery, as well as bricks and roof shingles. Later it has given way for decorative roofing, ceiling and flooring tiles as well as wall cladding and building blocks in terracotta. Though the history of mans fascination with clay dates back to 5000 B. C. it still retains its aura as a most favourable medium for mans expressions. With the primary material for the manufacture clay available in plenty, it was easy for the primitive man to shape up his bizarre imaginations. In ancient times first clay sculptures were dried in the sun after being formed. Later they were placed in the ashes of open hearths to harden and finally kilns were used, similar to those used for pottery today.

Terra cotta came to be a favourite working material for man owing to its pleasing plasticity, flexibility and ability to acquire any shapes when moulded. It is a low temperature, red burning, porous and aesthetically appealing earthenware. The term terracotta in Greek refers to any shapes or figures in clay like roof tiles, floor tiles, bricks etc.

In the manufacturing centre- the common red clay, which is the most abundantly available mineral on earth is processed. Its high plasticity and workability in wet condition enable man to shape the same into any form and apply his creative mind. This work of art is then let to dry. It is then fried in a kiln at a temperature of 850 degree Celsius. The refined terracotta acquires pleasing red colour, strength and porosity that last for more than a lifetime.

Product coherence towards atmosphere & climatic changes ::

Being made of the mother earth, that which sustains supports and contains all; terracotta products have a unique power to conform to any surroundings that hold them. Be it your residence or office, terracotta products bring in peace in terms of red colour and fine textures. As contrary to the modern building materials, terracotta renders your home an inextricable part of the earth and sky that surround it. This rejuvenating power has been made the terracotta an obsession of mankind since time immemorial. Its unique ability to control the temperature of the atmosphere to a pleasurable level has made it the hot choice of most of modern architects who build in the cities. The terracotta clad home stands for a pleasing environment where you will be breathing cool fresh air even it is situated in a polluted city. Kap India Tiles provide the best modern solution to tranquil atmospheres that can bestow heaven in terms of peace. Kap India produces terracotta tiles that can withstand freezing weather conditions and surface wear. Also our unique products fight against any abrasive action of sand or salt air. An integral part of todays building concepts Kap India Tiles are less susceptible to leaks. They are the durable and sustainable solutions, to your dream home, that reduce the radiation by 15% in hot weather.

Pottery ::
Kap India Tiles have on display unique and splendid creations in terracotta pottery. Unusual and innovative creations in clay with lovely carving and embellishment from our shop inspire even the traditional people. We fashion immaculate images in clay that excel in artistic dexterity and design. Be it the interiors of your home, or the openness of your lawn, our pottery items amplify the beauty of your surroundings. Made of pure red earth our exquisite articles come in various shapes and figures that are both functional and fine. We create vases, planters and pots all designed with superior craftsmanship. We make use of the highest quality materials and durable finishes to furnish your home and gardens. Our R & D department does extensive research in pottery items not seen at any neighborhood home and garden center. Our yard and garden items are outstanding treasures in terracotta that are really enjoyable too. We also make figures like animals, planters, plaques, flowerpots, yard and garden pots in different sizes and prices. They come with drain holes and without. Our custom-made pottery items have acquired a commendable place in the industry catering to the diverse needs of customers from abroad and India.

Products for Interior & Exterior ::

Kap India Tiles creates highly practical building materials such as roofing tiles, flooring tiles, wall claddings, ceiling tiles, building blocks and pottery that inspire even the world class architects. Terracotta has now become a part of modern mans life style and Kap India products reflect his taste and trends. In line with the modern concept of architectural aesthetics are the distinctive terracotta products from Kap India. Exquisite pottery items custom made for distinctive purposes are the commendable speciality of Kap India Tiles. These decorative terracotta articles can sometimes be used to augment the beauty of the interior. They also beautify the exteriors of an abode when placed in the garden or lawn. Interior designers of today give prominence to delectable articles made of terracotta.

Terracotta and Ecology ::

Extracted from the mother earth clay products are essentially eco-friendly and do no harm to the world. Quite natural procedures are made use of in the production of these tiles; and make a healthy and reliable environment for mankind. Since terracotta products do not remain unaffected in the earth when they are destroyed unlike concrete or other construction materials, they are the favourable choice of environmentalists. Many world-class architects are also ardent advocates of terracotta. Clay tiles and pottery contributes to a healthy environment for the mankind, bringing nature in its purest forms to their living room.

Terracotta augments the ambience of your abode both as a fete to your eyes and as a pleasing natural solution to your healthy life. With its red brown colour terracotta appeases our aesthetic demands as well as suits well to the backdrop of our homes.

1.8 LIMITATIONS OF THE STUDY

The study was constrained to Thrissur district Time limit was 3 weeks Some of the respondents were busy and so they responded to the question in a vague manner. Since there was a specific time limit, survey covered only a limited number of customers.

CHAPTER-2 REVIEW OF LITERATURE

CUSTOMER PERCEPTION IN FASHION(2005)

AUTHORS:CUMULUS LIBSON PRIDE AND PREDESIGN

ABSTRACT:-

In order to support the design of new product with an analysis of the features of cloths and their relationship with the users perception of needs and satisfaction ,culture, personal influence,lifestyle,design,colour, are the factors which play an important role in the fashion . Analysis of customer perception in fashion and clothing products was carried out, not comparing products that are ready in the market, but providing a significant possibility of creating new materials and shapes based on the tangible and intangible.

CUSTOMER PERCEPTION FOR PERSONAL DIGITAL ASSISTANCE (PDA) IN HOMGKONG (2007)

AUTHORS:STANLEY,JOHNY

ABSTRACT:To find out the customer perception for PDA , a test was done by designing a product by market simulation in order to recommented to PDA manufactures in doing product design . they fund that the price,design,size,convenience and trendy were factors which make the customer to buy the PDA . By this study it was found that the impact of high technology product on living standerd was one of the reasns for it. Another finding was that the attitude to search the information of new electronic product and the attitude to buy high technology products frequently.

AUTOMATIC FILTERING SYATEM FOR ANALYSING CUSTOMER TASTES (2003)

AUTHOR:Y.SHIM

ABSTRACT:For making more intelligent system in the information society it is necessary to implement the automatic filtering system which can extract the information considering personal perception from a large amount data. According in this paper we define relative importance (RI) factor as a criterion for representing the personal perception and purpose intelligent information filtering system considering RI. this system is designed to have learning ,perception influence and knowledge re-trievel and to have an incremental learning mechanism for the new obtained important information .this system is applied to the area for the analysis of customers tastes and its performance is analyzed and compared

MEASURING CUSTOMER PERCEPTION IN NEW PRODUCT DEVELOPMENT(1999)

AUTHORS:Roland Helm, Armin Scholl, Laura Manthey, Mmichael Steine

ABSTRACT:-

Perception measurement is inportent in the early stages of new product development . conjoint analysis (CP) and anaiytic Hierarchy process (AHP) are common methods for measuring perception with conjoint analysis dominating marketing research and practice. These methods mainly differ with respect to their basic conception.AHP is a compositional methods where as CA is designed in a decopositional manner .This study aims at comparing the methods as instrument. The result shows a high degree of predictive and convergent validity of both methods. However ,inspecting the results in detail reveals

considerable differences, which indicate that AHP performs slightly better.

MODELING OF CUSTOMER PERCEPTION ON PRODUCT FEATURES AND COMPARING THE COMPETITORS PERFOMANCE (2006)

AUTHORS:PRASUN DAS , SANDIP MUKHERJEE

ABSTRACT:Understanding of customer perception about various product features helps comparing to identify their own strength and weakness. This articles aims at finding the relative band position of a company along with the nature of perception as perceived by the customer towards its major competitors. Information Obtained through a feedback survey was subjected to analysis using multivariate statistical techniques. Features-based preferences by the customers to evaluating companies in the retail footwear are reported here.

A study about different factors affecting consumer preferences Coca-Cola or Pepsi;

AUTHORS:Eva-Lena Andersson, Evelina Arvidsson, and Cecilie Lindstrm ABSTRACT:Advertising is a multi-billion industry, employing hundreds of thousands of people and affecting billions of peoples lives worldwide. Yet, seeing as advertising clutter has increased tremendously and is more intense than ever, it is vital that companies differentiate themselves from competitors by creating even more powerful, entertaining and innovative advertisement messages, as well as sponsoring different events. Examples of such companies that spend billion of dollars on marketing strategies in order to stay key players in their industry are The Coca-Cola Company and PepsiCo.

Consumer perceptions on the incorporation of established brands - The acquisition of Body Shop by LOral AUTHORS:Catherine Robens

Abstract:This thesis aims at investigating consumers perceptions on the incorporation of an established brand and how the general attitude and buying behaviour is altered in the course of an acquisition. The combination of two or more brands in a newly formed conglomerate implies a combination of values, principles and associations that might affect a companys appeal. Therefore, underlying reasons for M&As will be elaborated upon as well as branding concepts based on brand image, loyalty and reputation in order to bridge the two theoretical areas with a case study. The acquisition of Body Shop International by LOral represents the practical case, which will be analysed in reference to consumers reactions towards it. Quantitative consumer questionnaires will be conducted in order to collect representative data on consumers perceptions and associations of the brand Body Shop. Moreover, an expert interview with a Body Shop representative will be executed in order to add the companys perspective. By analysing the results of the questionnaire, the thesis reveals an observable trend towards a correlation of the awareness of the acquisition and a negative shift in customer perception. The buying behaviour is however not found to be influenced by the combination of the two firms. In conclusion, it can be stated that the need for pre-acquisition analysis regarding strategic fit and compatibility of values and associations is assured. The study clearly identifies that brand dilution is a possible threat for established brands and implies the risk of lost

Consumer perceptions of private label brands withinthe retail grocery sector of South Africa
AUTHORS:Justin Beneke ABSTRACT:This exploratory study serves to investigate the perceptions of fast moving private label brands in theSouth African grocery food sector. Successful positioning of these brands has been achieved globally,most notably in developed markets. However, in a South African context this does not appear to be thecase. To this end, research has been undertaken in order to better understand the current position these brands occupy in the minds of South African consumers. Included in the study is the consideration of critical branding elements such as trust, availability, pricing, packaging, etc. The knowledge gained through this research should ideally facilitate the process of advancing private label brand research in an academic context and improving brand positioning, increasing market share and optimizing profit extracted from private label brands in a managerial context.

CHAPTER-3 RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

Research is a careful investigation or inquiry especially through search for new facts in any branch of knowledge .research methodology is a way to systematically solve the research problem .it may be understood as a science of studying how research is done scientifically. An extensive literature survey was undertaken,to understand the concept of customer perception and what are the factors influencing an customer perception. To get opinion on the customer perception from the customers of KAP INDIA tiles the primary data collection tool was questionnaire consisting 20 questions. A census survey was conducted to check the validity of the questionnaire development. the

questionnaire was used to collect adata from a sample of 100 customers of KAP INDIA tiles.the findings of the companies opinion survey were tabulated .the tools for analysis are percentage analysis .bar chart are used for graphical representation of data.based on the analysis,the finding and suggections were devised.

AREA OF THE STUDY:

KAP INDIA TILES peramangalam, 8KM away from thrissur

PERIOD OF THE STUDY:

The study was conducted for a time period of 21 days starding from 23.11.2011 to 14.11.2011

METHODS OF DATA COLLECTION

The task of the collection begins after a research problem has been defined and research design checked out. While deciding about the method of the collection to be use for the study, the researcher should keep in mind two types of data; they are: primary data and secondary data.

PRIMARY DATA
Primary data is a fresh hand data which the investigator collects for his objectives. Data was also collected through personal interview, questionnaire etc..

Interview
The interview technique is a verbal method of securing data specifically in the field of research connected with the social problems;it has an important role for data collection in a social research.

Questionnaire
Questionnaire is a devise that is most frequently used in collecting primary data or information by using survey technique. A questionnaire consists of a number of questions printed or typed in a definite order on a former set of forms.the main purpose of a Questionnaire is to collect information from people who are widely distributed and to achive success in collecting reliable and dependable data . in this method a questionnaire is send to the person concerned with a request to answer the question and return the questionnaire. For my research , I used mixed type of questions.

SECONDARY DATA
The secondary data consists of readily available data and already complied statistical statement and report whose data be used by researchers for their studies. It collected through journals, magazines, websites, company records, various book etc..

QUESTIONNAIRE DESIGN
Questionnaire is mainly depends on the variable which influence customer preference it includes price, design, colour, size and personal influence. Number of questions: 16 topic related questions and 4 personal questions. It includes open ended questions and closed ended questions are included in the questionnaire and also linkers 5 point scale. The likert scale consists of a number of statements which express either a favorable or unfavorable attitude towards the given objective to which the respondent indicates his agreement or disagreement with each statement in the instrument. Each response is given a numerical score indicating its favorable or unfavorable (strongly agree, agree, neutral, disagree, and strongly disagree)

Open ended questions:Open ended questions required the respondents to provide their answer t o their own answer to the question. This is referred to as a response. provide

Closed ended questions:It is an extreme form as the multiple choice question which allowed the respondents to choose one from responses like Yes or No

Sample size:Sample size refers to items to be selected from the Universe to constitute a sample. The sample size selects here is 100 customers. Sample size:-

N = Z2 4e2

Where: N = sample size Z =standard variant at 5% confidence level e = probable error

Then N=

1.962 4.01

= 3.8416 .04

= 96.04 =100

SAMPLING TECHNIQUE:
Sampling technique is used to measure the sample. The Sampling technique used here is non probability sampling.

POPULATION:
Population refers to the customers of Kap India tiles In Thrissur district .the population infinite.

TOOLS FOR ANALYSIS:

Percentage analysis (SPSS)

THEORETICAL FRAME WORK OF THE STUDY VARIABLES USED FOR STUDY

1. DEPENDENT VARIABLE
Here the dependent variable is customer perception

2. INDEPENTED VARIABLES Here independent variables are: PRICE DESIGN COLOUR. SIZE. PERSONAL INFLUENCE

PRICE
It is factor in term of money which provides maximum satisfaction on spending for acquiring it.

DESIGN
It shows the external appearance and applicability of the tile.

COLOUR
It shows the attractiveness and appearance of the product with different colour combinations.

SIZE
According to the convenience of the customers, they prefer different length and thickness on their requirement.

PERSONAL INFLUENCE
According to word of mouth communication the customers prefer the tiles.

CHAPTER -4 DATA ANALYSIS & INTERPRETATION

TABLE: 1

PRICE AFFORDABILITY OF KAP INDIA TILES

Response strongly agree agree neutral disagree strongly disagree Total

Frequency 8 19 39 26 8 100

Percent 8.0 19.0 39.0 26.0 8.0 100.0

FIGURES:1

PRICE AFFORDABILITY OF KAP INDIA TILES

40.0%

30.0%

Percent

20.0%

10.0%

0.0%
strongly agree agree neutral disagree strongly disagree

pice

INTERPRETATION Out of the 100 responces 39% no opinion ,36% disagree,19% agree,8% stronglyagree,8% strongly disagree on the price affordability.

TABLE: 2 PRICE AS THE FACTOR FOR PREFERING KAP INDIA TILES

Response strongly agree agree neutral disagree strongly disagree Total

Frequency 11 23 47 15 4 100

Percent 11.0 23.0 47.0 15.0 4.0 100.0

FIGURE: 2 PRICE AS THE FACTOR FOR PREFERING KAP INDIA TILES

50.0%

40.0%

Percent

30.0%

20.0%

10.0%

0.0%
strongl y agree agree nuetral disagr ee strongl y disagre e

prefer

INTERPRETATION
Out of the 100 respondent 47 of them have neutral opinion that the price is the factor for preferring kap India Tiles, 15% disagree, 4% strongly disagree, 22% agree.

TABLE: 3 FLEXIBILITY IN THE QUENTITY PURCHANSE

Response yes no Total

Frequency 79 21 100

Percent 79.0 21.0 100.0

FIGURE: 3 FLEXIBILITY IN THE QUENTITY PURCHANSE

80.0%

60.0%

Percent

40.0%

20.0%

0.0% yes no

quantity

INTERPRETATION
Out of 100 respondents 79% of them agree that price is flexible and 21% say not flexible.

TABLE: 4 DESIGN AS THE FACTOR IN PREFERRING KAP INDIA TILES

Response strongly agree agree neutral disagree strongly disagree Total

Frequency 10 46 29 13 2 100

Percent 10.0 46.0 29.0 13.0 2.0 100.0

FIGURE: 4 DESIGN AS THE FACTOR IN PREFERRING KAP INDIA TILES

50.0%

40.0%

Percent

30.0%

20.0%

10.0%

0.0% strongly agree agree nuetral disagree strongly disagree

design

INTERPRETATION
Out of 100 respondents 46% agree that the preference depends upon the design, 29% no opinion and 13% disagree.

TABLE: 5 ATTRACTIVENESS OF KAP INDIA TILES

Response yes no

Frequency 62 38

Percent 62.0 38.0

Total

100

100.0

FIGURE: 5 ATTRACTIVENESS OF KAP INDIA TILES

70.0%

60.0%

50.0%

Percent

40.0%

30.0%

20.0%

10.0%

0.0% yes no

attractive

INTERPRETATION
Out of 100 respondents 62% have said yes and 38% have said no that the design attractive.

TABLE: 6 THE COLOUR MAKES PREFER THE CUSTOMERS

Response yes no Total

Frequency 75 25 100

Percent 75.0 25.0 100.0

FIGURE:6 THE COLOUR MAKES PREFER THE CUSTOMERS

80.0%

60.0%

Percent

40.0%

20.0%

0.0% yes no

colour

INTERPRETATION
Out of 100 respondents 75% have said yes and 25% are said colour not making them prefer.

TABLE: 7 COLOUR COMBINATION OF KAP INDIA TILES

Response agree neutral disagree strongly disagree Total Frequency 12 36 35 17 100 Percent 12.0 36.0 35.0 17.0 100.0

FIGURE: 7

COLOUR COMBINATION OF KAP INDIA TILES

40.0%

30.0%

Percent

20.0%

10.0%

0.0% agree neutral disagree strongly disagree

combination

INTERPRETAYIOM
Out of 100 respondents 36% of them have no opinion ,35% disagree and 12% argee.

TABLE: 8 VAREITY OF TILES SIZE AVAILABLE IN KAP INDIA TILES

Response yes no Total

Frequency 70 30 100

Percent 70.0 30.0 100.0

FIGURE: 8 VAREITY OF TILES SIZE AVAILABLE IN KAP INDIA TILES

70.0% 60.0% 50.0%

Percent

40.0% 30.0% 20.0% 10.0% 0.0% yes no

variety

INTERPRETATION
Out of the 100 respondents 70% are said yes and 30% are siad no vareity of sizes in kap india tiles.

TABLE: 9 SIZE IS THE FACTOR IN PREFERRING KAP INDIA TILES

Response strongly agree agree neutral disagree strongly disagree Total Frequency 1 22 32 33 12 100 Percent 1.0 22.0 32.0 33.0 12.0 100.0

FIGURE: 9 SIZE IS THE FACTOR IN PREFERRING KAP INDIA TILES

40.0%

30.0%

Percent

20.0%

10.0%

0.0% strongly agree agree neutral disagree strongly disagree

size

INTERPRETATION
Out of the 100 respondents 32% have no opinion,22% are agree the size is preferring and 33% are disagree.

TABLE: 10 PERSONAL INFLUENCE IS THE FACTOR FOR PREFERRING KAP INDIA TILES
Response strongly agree agree neutral disagree strongly disagree Total Frequency 13 25 34 18 10 100 Percent 13.0 25.0 34.0 18.0 10.0 100.0

FIGURE: 10 PERSONAL INFLUENCE IS THE FACTOR FOR PREFERRING KAP INDIA TILES
40.0%

30.0%

Percent

20.0%

10.0%

0.0% strongly agree agree neutral disagree strongly disagree

personal

INTERPRETATION
Out of the 100 respondents 34% have no opinon,25 % are agree personal influence is the factor and 18% are disagree.

TABLE: 11
DELIVERY AND OTHER SERVICES ARE ATTRACTIVE

Response yes no Total

Frequency 71 29 100

Percent 71.0 29.0 100.0

FIGURE: 11
DELIVERY AND OTHER SERVICES ARE ATTRACTIVE

80.0%

60.0%

Percent

40.0%

20.0%

0.0% yes no

delivery

INTERPRETATION
Out of 100 respondents 71% said services are attractive and 21% said services are not attractive.

TABLE: 12 KAP INDIA HAVE GOOD BRAND IMAGE

Response yes no Total Frequency 67 33 100 Percent 67.0 33.0 100.0

FIGURE: 12 KAP INDIA HAVE GOOD BRAND IMAGE

70.0%

60.0%

50.0%

Percent

40.0%

30.0%

20.0%

10.0%

0.0% yes no

brandname

INTERPRETATION
Out of 100 respondents 67% are said kap india tiles have good brand image ,33% are said NO.

TABLE: 13 OVERALL FEATURES OF KAP INDIA TILES ARE STATISFIED

Response strongly agree agree neutral disagree strongly disagree Total

Frequency 4 40 37 15 4 100

Percent 4.0 40.0 37.0 15.0 4.0 100.0

FIGURE: 13
40.0%

30.0%

Percent

20.0%

10.0%

0.0% strongly agree agree neutral disagree strongly disagree

overall

INTERPRETATION
Out of the 100 respondents 37% have no opinon ,40% are agree the overall features are statisfiable and 15% are disagree.

TABLE: 14 GENDEROF CUSTOMER OF KAP INDIA TILES

Response female male Tota l Frequency 86 14 100 Percent 86.0 14.0 100.0

FIGURE: 14 GENDEROF CUSTOMER OF KAP INDIA TILES

100.0%

80.0%

60.0%

Percent
40.0% 20.0% 0.0% female male

gender

INTERPRETATION
Out of the 100 respondents 86% are male customers and14% female customers.

TABLE: 15 AGE OF CUSTOMERS OF KAP INDIA TILES

Response 20-30 30-40 40-50 50&above Total Frequency 19 41 31 9 100 Percent 19.0 41.0 31.0 9.0 100.0

FIGURE: 15 AGE OF CUSTOMERS OF KAP INDIA TILES

50.0%

40.0%

30.0% Percent

20.0%

10.0%

0.0% 20-30 30-40 40-50 50&above

age

INTERPRETATION
Out of 100 respondents 41% are age between 30-40,31% are between 40-50, 19% between 20-30and 9% above 50.

TABLE: 16 QUALIFICATION OF CUSTOMERS OF KAP INDIA TILES

Response Frequency sslc 14 +2 30 degree 48 pg 8 Total 100

Percent 8.0 16.0 48.0 28.0 100.0

FIGURE: 16 QUALIFICATION OF CUSTOMERS OF KAP INDIA TILES

50.0%

40.0%

30.0%

Percent
20.0% 10.0% 0.0% sslc +2 degree pg

qualification

INTERPRETATION
Out of the 100 respondents 48% customers are of qualification of degree,30% areplus two,14% are sslc and 8% are post graduates.

TABLE: 17 INCOME OF THE CUSTOMERS OF KAP INDIA TILES

Response 10000-20000 20000-30000 30000-40000 40000-50000 50000&above Total

Frequency 19 44 18 10 9 100

Percent 19.0 44.0 18.0 10.0 8.0 1.0 100.0

FIGURE: 17 INCOME OF THE CUSTOMERS OF KAP INDIA TILES

50.0%

40.0%

30.0%

Percent
20.0% 10.0% 0.0%
10000-20000 20000-30000 30000-40000 40000-50000 50000&above

income

INTERPRETATION
Out of 100 respondents 44% of the customers are having the income of 20000-30000,19% are 10000-20000,18% are 30000-40000,and 10% are 40000-50000.

CHAPTER-5 FINDINGS, SUGGECTIONS, CONCLUSION