consumer behavior

A PROJECT REPORT

CONTENTS

CHAPTER

NUMBERSTITLEPAGE

NOS.

1INTRODUCTION

1.1 Need for the study

1.2 Objectives of the study

1.3 Scope of the study

1.4 Methodology of the study

1.5 Limitations of the study

2ORGANISATION PROFILE

3THEORTICAL ASPECTS

4DATA ANALYSIS AND INTERPREATION

5SUGGESTIONS AND CONCLUSION

ANNEXURE

1. QUESTIONNAIRE

2. BIBLIOGRAPHY

LIST OF TABLES

TABLE NOPARTICULARSPAGE NOS.

1LIST OF THE PIPES THAT CUSTOMER ARE OWNING

2FACTORS INFLUENCE TO PURCHASE SUDHAKAR PVC PIPES

3COMPARISION OF QUALITY WITH OTHER BRAND

4OPINION OF THE CUSTOMER REGARDING PRICE OF SUDHAKAR PVC PIPES

5MODE FOR PURCHASE

6INFLUENCE OF THE INCENTIVES

7DECISION IS INFLUENCE BY

8TYPES OF PIPES YOU ARE USING

9BRAND CONSIDERATION WHILE PURCHASING SUDHAKAR PVC PIPES

10MEDIA THAT IS EFFECTIVE

11THE PURPOSE OF THE PIPES USED

12AFTER SALES PERFORMANCE

13CUSTOMER PREFERNCE TO BUY SUDHAKAR PVC PIPES

LIST OF CHARTS

TABLE NOPARTICULARSPAGE NOS.

1THE CHART SHOWING THE LIST OF THE PIPES THAT CUSTOMER ARE OWNING37

2THE CHART SHOWING THE FACTORS INFLUENCE TO PURCHASE SUDHAKAR PVC PIPES39

3THE CHART SHOWING THE COMPARISION OF QUALITY WITH OTHER BRAND41

4THE CHART SHOWING THE OPINION OF THE CUSTOMER REGARDING PRICE OF SUDHAKAR PVC PIPES43

5THE CHART SHOWING THE MODE FOR PURCHASE45

6THE CHART SHOWING THE INFLUENCE OF THE INCENTIVES47

7THE CHART SHOWING THE DECISION IS INFLUENCE BY49

8THE CHART SHOWING THE TYPES OF PIPES YOU ARE USING51

9THE CHART SHOWING THE BRAND CONSIDERATION WHILE PURCHASING SUDHAKAR PVC PIPES53

10THE CHART SHOWING THE MEDIA THAT IS EFFECTIVE55

11THE CHART SHOWING THE PURPOSE OF THE PIPES USED57

12THE CHART SHOWING THE AFTER SALES PERFORMANCE59

13THE CHART SHOWING THE CUSTOMER PREFERNCE TO BUY SUDHAKAR PVC PIPES61

UNIT - I

INTRODUCTIONINTRODUCTION

Despite the environmental problems created by the plastic industry and the mounting propaganda of the environmental lobby, it use seen to increase instead of falling year after year. Sooner or later, the industry will have no option but to replace the non degradable polymers by degradable plastics, especially for singles disposals and packing applications.

Plastics are an indispensable part of our daily life. But, the disposal of plastic waste has become an environmental problem.

Plastics articles are widely used for fertilizer packing or medicine tablets or water tanks. Besides household items of everyday use, plastic has found use in such items as creates for apply and milk films for pond lining. The UV stabized polythene film is being used for green houses.

India is will placed in plastic production. The domestic damned is estimated to have crossed four million tones in 2003 2004. the fort depletion of natural resources has enhanced the consumption of plastics in many fields. However, the per capita consumption of plastics in India is low at around 2.5. Kg against the world average of 17 kg.

The plastic processing industry has a major presence in Gujarat and Maharashtra, Andhra Pradesh and Tamilnadu are also considered prominent manufacturing centers plastic can be recycled for repeated. Of course, for consumer satisfaction, recycled material of the first grade should be used.

Carry bags manufactured using third and lower grade recycled materials are generally priced between Rs.45 and Rs.50 per kg, while bags made out of virgin plastics command a higher price at around Rs.80 per Kg.

The union minister of Environment and Forest has notified the recycled plastic manufactured and usage rules 1990. As per these rules, carry bags or containers used for storage purpose should be made of virgin plastic and begin be in natural shade or while the thickness or carry bags should not be less than 20 microns.

The plastic industry is essentially focused on commodity resins with packaging contributing to more than 50 percent of the demand of three million tons in 1998. The market for engineering plastics and performance plastics and performance plastics in only four percent of the commodity demand but it is rapidly growing at 20 percent per annum backed by a strong growth from automobiles and consumer electronics.

Consumption of polymers for making plastic products has shown exponential growth. It was 3.04 lakh tones in 1980, which increased to 20.42 lakh tones in 1977-98. it is expected to be around 40 lakh tones in 2001-02.

The total employment in the Plastic industry (including the recycling industry) is estimated at about two million. There were around 60,000 processing machines in the year 2001. The govt. gets revenue of over Rs.40 billion every year by way of customs and excise.

SCOPE OF THE STUDY:

The study has been confirmed to the Telangana, as the company is located in this region keeping in view of requirement of PVC pipes. The scope of the study is restricted to the filed of Agriculture and constructions, On account of these reason farmers, building constructors have been selected to conduct the survey.

PERIOD OF THE STUDY:

The study has been conducted during the summer placement program of MBA in month of January 2008 for a period of 45 days.

OBJECTIVES OF THE STUDY:

The study aims at the following specific objectives

1) To study the consumer behavior towards Sudhakar PVC pipes.

2) To study the factors effecting the buying decisions.

3) To evaluate the performance of Sudhakar PVC pipes in the market interims quality, after sales performance and other market variables.

4) To understand the consumer perception about Sudhakar PVC.

5) To analyze the opportunities and threats to the Sudhakar PVC pipes.

METHODOLOGY:

The study has been undertaken to know the buying behavior of customers towards Sudhakar Polymer Pvt. Ltd. For this purpose of the study primary source of data and secondary source of data has been made use of the primary data was collector through the structured questionnaire served on respondents. The sample survey is conducted to elicit the information from respondents.

The sample survey is conducted in the Telangana region. For this purpose 150 respondents were selected and served the schedules.

The data obtained from the survey was processed to get the final consolidated report. The various processing steps are editing, tabulating analyzing and interpreting. The data is analyzed and interpreted by making use of statistical tools such as percentage and averages.

LIMITATIONS:

The given duration is not sufficient for conducting the survey and for effective presentation of report.

The sample size taken for the survey is very simple as compared to the existing market and may not resemble the views of all consumers.

For the report is very critical as it is to understand the consumers mind and their psychology which is not so easy to do.

Some of the respondents have given answer without rational attention this they obstructed to come to perfect conclusion.

Sufficient data is not available about PVC industry to know about the total market volumes of the PVC pipes. In order to asses the performance of different brands.

UNIT II

COMPANY PROFILE

ORGANISATION PROFILESudharkar Plastics:

1) Trust Skinless Economy in Activity

2) Edcellent in strength High quality

3) Grading class Consisting ISI trade mark approved

Company Origin:

Economically under developed district Nalgonda was verified region for industrial sector this region, cure dynamic entrepreneur Shri MEELA SATYANARAYANA and his sons to setup units which manufactured all plastics pipe industries in Suryapet in Nalgonda I Strict, at initial stage major funds and other constraints posted lot of problems to them but with the support of financial assistance from the commercial Banks they could cope up with the situation.

As the PVC pipes concept comedown to the market Meela Satyanarayana has switched over to the manufacture of PVC pipes as it was becoming lucrative field with good profit margin and growth prospects the business completely towards the PVC pipes, which affected to the manufacturing concept of pipes.

The Managing Director of Raathi Pipes and Profile Pvt., is Sri Ananthula Sudhakar He is the son of Shri A.Janardhan (Shri Meela Satyanarayana is the Chairman of the Sudhakar Groups)

Sudhakar Raathi Pipes and profiles Pvt. Ltd., which was established under the companies act 1956,in the year of 1989. Growth of PVC pipes business resulted in the information of PVC pipes business resulted in information of PVC Ltd., Company by name Sudhakar Raathi Pipes and Profiles pvt.Ltd., with Shri Anathula Sudhakar as unit promoter from they it has never turned back and has shown growth in the market share.

General information about industry:

The industry is equipped with sophisticated laboratory to carry on tests to ascertain out going quality level of the pipes. Sudhakar PVC pipes has got IST trade mark. Which talks for the quality of the pipes this company is used a lot of technical and statistical quality control techniques are used to sustains quality level of product.

The Company is located in industrial estate in Suryapet. It is facilitated with good communication networks, which included telex and fax machines. The company has also got the support of electronic data processing. The companys main strength is good transportation facilities. Huge investement on transportation vehicles, a unique cash flow justifies itself providing good reputation of the company through improved customer services.

Managers of the company are dymamic and highly educated. Supervisory and intermediary staffs are not highly educated. Most of skilled or unskilled labour are illiterates and are duty minded.

Company provided ESI (Employees State Insurance) and provident fund facilities to all the employees. Uniqueness of workers of the company is the nun indulgence in trade Union activities.

COMPANYS GROWOTH:

Sudhakar Raathi pipes and Profiles Pvt. Ltd., is commissioned with object of catering to the needs and industrial needs, Domestic needs of the region. In early days tool used for water flow were very ineffective with high percentage of seepage loses. To counter this draw back PVC pipes favorably welcomed. This has been the mission of Raathi pipes and Profiles Pvt. Ltd., the major irritants in agricultural practices, like lack of rain fall, ground water lifting, and water transport with the field has provided a magnificent trust to polymers pipes market. These factors helped Sudhakar Raathi Pipes and Profiles pvt.Ltd., recorded an excellent growth from 1989 to 2006 and presently it is working very well.

Initially the Sudhakar Products has started the industrial unit was that rigid PVC pipes and slowly sector will have good reputation in the market and this sector will hold good image. Thats why this sector will earn good profits.

The Sudhakar group of products is maintaining good quality. Thats why these products are having image in Andhra Pradesh and as well as another state all over the country. Sudhakar group of products is market leaders in Andhra Pradesh. The area occupy by Sudhakar Raathi Pieps.

Telagana Region

Rayalaseema Region

Karanataka & Andhra Pradesh

Karanataka, Andhra Pradesh & Tamilnadu

South Indian States, Maharastra & Some parts of

West Bengal, Gujarath

The Raathi pipes and profile Pvt.Ltd., Administrative office located in Hyderabad. This office will have one Marketing Manager Persons. All itself. The manufacturing pipes will be, sending in to this office and from here the pipes will be dispatched to various dealers.

The Sudhakar Group of Product are having its own deasil bunk and also having various own trucks. These Lorries are loading pipes in to various state and places. The Sudhakar pipes has efficient transport facility.Mr.Anathula Sudhakar and Mr.Meela Vasudev established Raathi pipes and Profile Pvt.Ltd., In 1989 at Suryapet as partnership from of company. It is one of the leading companies in A.P. producing durable and quality pipes using latest technology. This company offers 60years of guarantee to each pipes and has over 30 years experence in producting the pipes. The pipes are divided into four categories according to their economic status and requirements.

Basically the company is manufacturing two types of pipes viz pipes for water supply and for Electricity supply and these two Varieties again divided into different size and marketed with different brand names.

As Sudhkar PVC pipes Company was the pioneer in the industry and having very little competition, the production was successful very quickly and consumers accepted it. Under the circumstances the sales picked up satisfaction.

As the company sales were good and the market is very are and mostly untapped the manufactures thought of attracting all segments of the consumers. They started producing different types of pipes at different prices, So as to meet the requirements of consumers as they were producing only one size.

After some years of PVC pipes manufacturing experience they wanted to utilize the technology in such a way, that they can produce PVC pipes in all sizes both for electricity and water supply different prices, by introducing charges in quality thickness. And also wanted to increase the output. As only one is not producing the required number of pipes, they expanded the factory

By introducing different brand in different subsidiaries like.

Sudhakar PVC products

Radhakrishna industries,

Raathi pipes & profiles PVC. Ltd.,

Sudhakar plastic Ltd.,

Sudhakar polymer Ltd.,

Sudhakar Irrigation systems Pvt. Ltd.

Sudhakar PVC products, was established in 1972 and manufacturing electrical pipes.

Radhakrishna Industries was established in 1986 and manufacturing agricultural pipes.

Raathi Pipes and profiles pvt. Ltd was established in 1993 and manufacturing PVC, HDPE, LLDPE & agricultural pipes.

Sudhakar polymer Ltd was established in 1996 and manufacturing agricultural, Sanitary Pipes and fitting.

Sudhakar Irrigation systems Pvc, Ltd was established in 2002 and manufacturing agricultureal pipes.

QUALITY:

All the pipes of Sudhakar PVC brand conform to the ISI standards and ISO standard of Bureau of Indian Standards and ISO 9001 and 2000 certified company.

The Indian Govt. has awarded the prestigious H.M.V. award, which was gives for in recognition of its high quality.

TURNOVER:

Sudhakar Raathi Pipes and profiles Pvc, Ltd. Has registered a turnover of about Rs. 12 cores during 2005

MARKET STRUCTURE:

PVC pipes can be manufactured by a small-scale manufacture also, who can complete in local market, because of the consumers of manufacturing and availability of aw material, the competitive structure is more local brand one.

Sudhakar Rigid PVC pipes has competitors in A.P. like Nandi pipes, Sudhakar pipes, Monarch pipes etc. and the national brands like finolex has to competitor with their local manfactures and also with established marketers like the Sudhakar Rigid PVC pipes.

As Sudhakar Rigid PVC pipes are concentrating in the medium category market, it has deal with two types competitors efficiently in order to survive in the market.

As Finolex is the pioneer in the field at national level, a detailed description of company is here.The Directors of Raathi Pipes and profiles Pvt.Ltd.,

1. Sri. Ananthula Sudhakar - Managing Director

2. Sri. Meela Vasu Dev - Whole time Director

3. Sri. Meela Maha Dev - Director

4. Sri. Meela Jaya Dev - Director

5. Sri. Ananthula Prabhakar - Director

6. Sri. Ananthula Krupakar - Director

ORGANIZATION CHART

Chairman

MD

Director

Production

Accounts

Testing

Sales

Department

Department Department Department

Production

Chief Accounts

Sales

Manager

Manager

Manager

Accountants

Sales

Super Visors

Clerks

PRODUCT:

The required raw material for manufacturing PVC pipes in acquired from Gujarat and Maharashtra. The material used is brought from finolex and reliance companies.

Each production plant contains two machineries each machinery costs about 50 lakhs to 75 lakhs according to the size of the pipes.

Each machine produces 600 pipes (9 to 10 tones) in 24 run without any interruption.

This company uses the Kolsite and Dup Windsor companies machines.

SIZE OF PIPES:

Sudhakar PVC Pipes are manufactured in different sizes ranging from sizes of 25 *3 and 1 kg to the size of 200 * and 39000 Grams.

Sandhya PVC pipes ranges from size of 40 *6 with 1650 Grams to a size of 200 *6 and 34000 Grams.

Similarly the Kaveri Sri Ram pipes are also manufactured in different sizes to later to different needs.

The entire product mix of their companies consists of about 75 types of pipes.

DISTRIBUTION:

PVC Pipes are mostly used by the rural framers who are located the remotest areas.

Efficient distribution is one of the crucial factors, which determined the success of the company keeping this in view the distribution network of the Sudhkar PVC Pipes in organized in following ways.

Tribution Net work

Company

Dealers

Customers

As dealer is the one middle name proper care is appointing the dealers in terms of the financial capabilities customer orientation and place in which the declare is to be located. The company maintains a distance of about 15kms between any two dealers. The dealers need not Ray any report to get the dealership. But they must have the capacity to maintain and run a shop. For distribution its product in other status of south India, the company append sales branches at Madras, Pondicherry, Buvaneshwar and mysore to cover the south era status. The company is not marketing its products in other parts of the Nation.

PROCESS DISCRIPTION

Poly Vinyl Chloride (PVC)

Calcium Corbonite (C.C)

(Raw material)

Heat Compounding mixer 1160

Colling 500 C

Room temperature 34o C

Convert

Barrelzones 1350C-1650C

Dieznoes

Transition

Cutting division

Stock RoomsPRODUCT PROFILE

Sudhakar PVC was registered as SSI unit 1971 exclusively for the manufacture of electrical conduits. The company strived very hard for marking the venture a successful unit and now Sudhakar is a household name that is synonymous with PVC pipes not only in Andhra Pradesh but also in many other states of Southern India.

ADVANTAGES IN USING SUDHAKAR:

High Corrosion Resistance:

Sudhakar rigid PVC condutes are non-corrosive by nature and are not attacked by corrosive, saltry atmosphere & excessive humidity. They are immune to chemical, electrical and galvanic corrosion. Hench they are ideal electrical conduits.

FIRE RESISTANCE:

Sudhakar rigid PVC condutes do not support combustion and when the source of Ignition is removed they are self extinguishing. They are safer than other pipes.

CONDUCTIVITY:

Sudhkar rigid PVC pipes have low specific gravity, which implies that it is much lighter than the pipes made from more traditional materials.

EASY WIRING:

Sudhakar conduts have smooth interior walls which helps in reduced friction thus helping in easy wiring.

EASY INSTALLATION:

Suahkar rigid PVC condutes can be shaped & Joined with out difficulty. Sudhakar pipes are joined by solvent cement, which is simpler, cheaper & easier.

STRENGTH:

Sudhakar rigid PVC electrical condutes have high mechanical strength that is attested by tests conducts as specific in IS:9537 (Part 3) of 1983. hence they can be used in open & buried installations.

NO MAINTENANCE:

Sudhakar conduits need no maintenance due to their excellent weathering

DURABILITY:

Sudhakar rigid Electrical conduits last for a life time.

PHYSICAL AND ELECTRICAL PROPERTIES:

Sudhakar Rigid PVC conduits have the following physical & Electrical properties.

Soecific Gravity

: 1.4 to 1.46

Tensile Strength Kgf/cm2:Over 500

Break down voltage KV/mm:18

Insulation Resistance

:> 100

Sudhakar conduits have undergone the following tests as mentioned in IS: 9537 (part 3) of 1983.

TYPE TESTS The following constitute the type tests:

1) Checking of dimensions

2) Bending Test

3) Compression Test

4) Impact Test

5) Collapse Test

6) Resistance to heat

7) Resistance to burning, and

8) Electrical characteristics.

Though India and China started composite industry almost at the some level in the 1960s, Chinas productions now exceeds that of India exports only two percent of the total.

Plastic goods produced where as Chinas exports 13 percer of its production. High cost of raw materials and low economics of scale have hundred the growth of the Indian plastic industry. The increase in power tariff is a major problem because the industry is power intensive.

The international conference and Exhibition on reinforced plastics (ICERP) way held at channel on 7-9-2002. The ICERP 2002 is meant to help the industry upgrade technology and improve market demand. There are about 1200 small-scale enterprises in the processing fabrication segment of the industry.

ABOUT PLASTIC:

We shall look at the basic data about plastics and particularly those properties, which are of use in practical working with plastics. Plastics are non-made materials. The Oldest raw material for producing plastics carbonaceous materials obtained form co altar (Benzene, Phenol). Today the majority of raw materials are obtained from petrochemical sources and they can be economically produced in large qualities.

Plastics have changed our world day to day they are becoming more important. They owe their success to whole series of advantages which they have over conventional material such as light weight, excellent mold ability, attractive norms, low energy requirements for conversion, low carbon and cost of manufacture, high strength of weight ration, corrosion resistance, good insulting properties, lo thermal conductivity compatibility with reinforcing material etc.

Alloys:

Physical mixer of two or more polymers is termed as alloy; physicals blending of two polymers are needed because every polymer has a certain set of good and bad properties.

Reinforced Plastics:

Although plastics have high strength to weight ratio, they are not as strong as metals and deform permanently under load. They cannot be extremely high or low temperature like metals and other materials such as refractory bricks. Mode invention of glass of carbon black as reinforcing fillers pave the way of making high strength bearing plastics and they are not at time replaced steel.Fundamentals of Plastics Chemistry:

All the substance and compounds, which exist, derive form basic substances. The substances are called elements. Apart form natural elements there are also synthetic elements, which can only produce in the laboratory. The atom is the smallest part of the components. When identical or different atoms combine with one another, molecules are produced. The molecule is the smallest constituents part of a chemical compound.

By stringing single molecule together it is possible to produce molecular groups (gaseous substances). These groups are not chemically bounded to one another and are refereed to as monomers (Single Parts). This process from many liquid produces a situated substance, plastic i.e produced by this process from many liquids or gaseous monomers chemical reactions of this king are called synthetic processes. Depending on the nature of the Manufacturing and availability of raw material, the competitive structure is more local bared one.

Sudhakar Rigid PVC Pipes has competitors in A.P like Nandi pipes, Sudhakar pipes, Monarch pipes etc. and the National brands like Finolex has to competitor with their local manufactures and also with established marketers like the Sudhakar Rigid PVC pipes.

As Sudhakar Rigid PVC pipes are concentrating in the medium category market, it has deal with two types competitors efficiently in order to survive in the market.

As Finolex is the pioneer in the filed National level, a detailed description of company is here.

Product:

The required raw material for manufacturing PVC pipes in acquired from Gujarat and Maharashtra. The material used is brought from finolex and reliance companies.

Each production plant contains four machineries; each machinery costs about 50 lakhs to 75 lakhs according to the size of the pipes. Reaction it is referred to a polymerization, condensation polymerization or addition polymerization.

General Classification of plastics:

While they are being produced, all plastics first of all have a soft and easily molded and work state. However, they are critical differences, both chemical and physical, in the nature of the individual plastics and the way in the behaves. Therefore, they have been divided into types namely, they are:

Thermosets

Elastomers

Thermoplastics

Thermoses:

These are plastics, which after they have one solidified remaind solid, and stable in shape up to a given temperature. Further heating produces a chemical change and thus destroys the chemical.

Elastomers:

These are plastics which show elastic behavior (the molecule) in the chain is widely spaced. The nature of the material can be very much affected by adding Sulfur. Depending upon the properties of Sulfur what obtained is soft rubber, hand rubber, and foam rubber. Today Elastomers are used in wide variety fields.

Thermoplastics:

These are plastics, which become soft and formable again when heated (by a physical process). In the form of reground of reclaimed food stock it is even possible for these materials to be processed several times is an injection moulding machine/extruder with out any problems provided processing has not caused any chemical breakdown or thermal damage.

Amorphous & Crystalline plastics:

On the basic of the arrangements of the atoms in the atomic model, an attempt will not be made to distinguish between amorphous and semi crystalline plastics, amorphous plastics are areas in which are atoms ae not in ordered arrangement (PVC, Polycarbonate). In the semi crystalline plastics the atoms are arranged in ordered patterns (polypropylene)

Structure of Plastics:

In a polymeric mass, innumerable chains or entangled with each other. Now these chains may be linear, branched or cross-linked. On the basic of structure, plastics can be generally categorized as follows.

1) Net work polymer

2) Straight chain or liner polymer

3) Branched chain polymer

Structure property relationship:

In the polymeric material, structure an important role. If one kind of polymer has two varieties one is branched and the other is linear, inspire of same molecular weight, they will exhibit different properties. Properties provide quantitative information on the response of material to external stimuli, which can be mechanical, thermal, electrical, optical, chemical etc., now lets consider structure property relationship in detail.

Chemical properties:

Interaction of polymeric material with any other solvent depends on the solubility parameter. If solubility parameter of a polymeric material is close to the solubility parameter of liquid, the polymer will dissolved on the solvent.

Mechanical Properties:

Tensile strength, percentage elongation at break impact strength, hardness, and tear strength are few mechanical properties associate with the polymers.

Electrical Properties:

Most plastics are very poor conductors of electricity low molecular weigh organic materials exhibit typical dielectric properties, relative permitivity and power factor.

Thermal Properties:

Crystalline polymer exhibits sharp melting point, low thermal conductivity, high thermal contract and expansion. The relationship between hears energy applied and the resulting rise in temperature is associated with enthalpy properties. Thermos plastics properties relevant in processing.

Processing operations of thermos plastic materials usually involved their steps.

1) The first stage producers a homogenous melts from to solids.

2) The second stage I feeding the melt under pressure.

3) The final stage is to make product stable.

It is essential to understand relevant properties of the material under different physical stage obtained during conversion.

UNIT IVTHEORETICAL FRAME WORK

MARKETING:

Marketing plays a vital role in countries economic development, particularly when he country becomes highly industrialized. It plays a dual sole in helping the producer to increase the sales volume on the one side and satisfying the consumer by providing his needs on the business function, deals with customers. Understanding, creating, communicating and delivering consumers value and satisfaction are at the very heart of modern marketing thinking and practice the too fold goal of the marketing is to attract new customer by promising superior value and to keep current customers by delivering satisfaction sound marketing is critical to the success of every organization large or small, for profit or mt-for-profit, domestic or global at home, at school, where you work and where you play you are exposed to marketing in almost everything you do. Yet, there is much more to marketing than meets the consumers casual eye.

consumer behaviour:

Consumer differ not only in the usual ways by age and gender, by education and occupation, by marital status and living arrangements but also in their activities and interest, their preferences and opinions, the food, they eat and the product they buy.

definition:

The term consumer behaviour refers to the behaviour that consumers display in searching for purchasing; using, evaluating and disposing of products and services that they expect will satisfy their needs.

The study of consumer behaviour is the study of how individuals make decisions to spend their available resources (time, money, effort) on consumption related items. It includes the study of

What they buy,

Why they buy it,

When they buy it,

Where they but it,

How often they use it

For instance, we can take the simple product Toothpaste.

What types of toothpaste do consumer buy Regular, gel, floride triped, herbal.

What brand-National, Private, Generic, Local, International

Why brand-To prevent cavities,

-To remove stains,

To brighten or whiten teeth mouthwash

To attract romance

Where they buy it-Super Market, Drug store, Convenience Store

How often they use it-When they wake up,

After each meal,

When they go to bed or any combinationHow often they buy it-Weekly, Bi-Weekly, Monthly, Daily

importance of consumer behaviour:

Consumer behaviour is helpful in understanding the purchase behaviour and preference of different consumers. As consumer, we differ in terms of our sex, education, occupation, income, family set up, religion, nationality and social status. Because of these different background factors we have different needs and we only buy those brands and services, which we think will satisfy our needs. In todays work of rapidly changing technology-changing firms has to be constantly innovating and understand he latest consumers trends and testes consumer behaviour provides invaluable clues and guidelines to marketing on new technological, which they should explore.

A consumer decision to purchases a particular brand to services is the result is the complex interplay of a consumer of variables. The starting point for the company provides of decision process marketing, stimuli in the shape of brands, promotion, price and distribution strategy. The potential consumer along with the other stimuli already existing receives the marketing stimuli in the environment. These stimuli may be social, economic, cultural, psychological and political in nature. At the point of receiving the marketing stimuli, the consumer already has a certain mental, emotional and psychological frame of mind developed over the years by his cultural, religious, social, family and psychological background.

a model of consumer behaviour:

The hoarding provided the initial stimulus for this purchase and consumption. This was further backed up by other stimuli such as brand display in the shop, watching other consumer buys a particulars brand, any point of purchase promotional material, earlier satisfaction with given brands etc., your response to this stimuli results in a purchase of particular brand, in between the process of receiving the stimuli responding to them you went through a decision making process. The stimuli, process of decision-making and response constitutes a simple method of consumer behaviour.

external factors:

InputMarketing StimuliOther Stimuli

BrandEconomic

PriceTechnological

PromotionPolitical

Channel of DistributionSocial

consumer decision making:

ProcessBuyer CharacteristicsBuyer Decision

PsychologicalProcess

Personal and Cultural Characteristics

There are 4 major factors, which influences the buying behaviour of consumers.

Cultural Factors

Social Factors

Personal Factors

Psychological Factors

cultural factors:

Cultural factors exert the broadest and deepest influence on consumer behaviour.

Culture:

Cultural represents an over all social heritage, a distinctive from of environments adoption by a whole society of people. It includes a et of learned beliefs, values, attitudes, morals, customers, habits and forms of behaviour that the shaped by a society and transmitted to the generations with in that society. The child growing up in a society learns a basic set of values, perceptions, preferences and behaviour through a process of socialization invoicing the family and other key institutions.

Sub-Culture:

Each culture consists of smaller sub culture that provide more specific identification and socialization for its, sub culture includes nationalities, religious, social groups and geographical regions. Many sub culture makes important market segments and marketers often design brands and marketing and marketing programmes tailored to their needs.

Cross Culture:

To determine whether and how to enter a foreign market, marketers a need to conduct some form of cross cultural consumers analysis. Cross culture is defined as the effort to determine to what extent the consumers of two or more nations are similar or different.

social factors:

Consumer behaviour is also influenced by such social factors as reference groups, family and social, roles and status.

Reference Groups:

A person has behaviour is strongly influenced by many groups. As persons references groups are those groups that have a direct (face-to-face) or indirect influence on the persons attitudes or behaviour. Group having a direct influencing on a person are called membership groups.

These are groups to which there is fairly continuous interaction such as family, friends and neighbours and secondary groups, which tend to be more formal and where there is less continuous interaction. They include religious organizations, professional associations and trade unions.

family:

We can distinguish between two families in the buyers life the f family orientations consists of ones parents. From parents a person acquires an orientation towards religion, polities and economics and sense of personal ambition, self worth and love. The marketer needs to determine which member normally with the product on service, whether the husband is more dominant or the wife or they have influence.

Roles & Status:

A person participation in many groups throughout his life, family clubs, organizations etc, the position in each can be defined in the terms of role status. Marketers are aware of potential of products to become status symbol.

personal factors:

Buyers decisions are also influenced by personal characteristics the buyers age and life stage cycles, occupation, economic circumstances, life style and personality and self-concept.

psychological factors:

Motivation:

Motivation can be described as the driving force with in individuals that impels them to action. This driving force is produced by a stage of tension, which exists as the results of an unfulfilled need.

Position:

Is defined as the process by which and individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world.

Learning:

In the process by which individuals acquire the purchase and consumption knowledge and experience they apply to future related behaviour.

consumer decisions and actions:

OUTPUT(Brand Choice

Dealer Choice

Purchase Timing

the buying decision process:

Marketing have to go beyond the various influences on buyers and develop an understanding of how consumers actually make their buying decision. Marketers must identify who makes buying decisions and step in the buying process.

buying roles:

For many brands, it is to identify the buyer. Other brands involve a decision-making unit consisting or more one person. This may happen due take of technical knowledge or experience or unaware of brands in the markets. Thus we can distinguish five roles peoples might play in buying decisions.

initiator:

A person who first suggests the idea of buying the particular brand or service.

decider:

A person who decides on a component of a buying decision, whether to buy, what to buy, how to or where to buy.

buyer:

The person who makes the actual purchase.

users:

The person who consume or use the brand

types of buying behaviour:

Consumer decision-marketing various with the type of buying decision. There are great difference between buying toothpaste, a tennis rocket, a personal computer and a new tractor. Complex and expensive purchases are likely to involve more buyer deliberation and more participants. As sale distinguished four types of consumer buying based on the degree of buyer involvement and the degree of difference among brands.

complex buying decision:

Consumer goes through complex buying behaviour when they are highly involved in a purchase and aware of significant differences among brands. Consumers are highly involved when the brand is expensive bought frequently risky and highly self-expensive. Typically the consumer doesnt know much about the brand category and has much to learn.

dissonance reducing buying behaviour:

Sometimes the consumer is highly involved in a purchase but sees little difference in the brands the high involvement is based on the fast that the purchase inexpensive, infrequent and risky. In this case buyer will shop around to learn what is available but will buy fairly quickly perhaps responding primarily to a good price to purchase convenience. The consumer will be alert to information that justifies his or her decision.

Habitual Buying Behaviour:

Many brands are brought under conditions of low consumer involvement and the absence of significant brand differences. Consider broom, consumer has little involvement in the brand category. They go to the store and reach of the brand. If they keep reaching for the same brand, it is out of habit not strong brand loyalty.

There is good evidence that consumers have low involvement of brands, consumer does not pass through the normal belief attitude behaviour sequence. Consumers do not search extensively for information about brands evaluate their characteristics and make weighty decision on which brand to buy instead they are passive recipients of information as they watch television or see prints advertisement. Advertisement repetitions create brand familiarity rather than brand conviction. Consumers dont for a strong attitude towards a brand rather they select is because they are nor highly involved with the brand. Thus for low involvement brands the buying process begins with brand beliefs formed by passive learning and is followed by purchase behaviour which may be followed by evaluation.

variety seeking buying behaviour:

Some buying situation is characterized by low consumer involvement but significant differences. Here consumers after do a not of brand switching.

Brand switching occurs for sake of variety rather than dissatisfaction.

UNIT IVDATA ANALYSIS AND INTERPRETATION

TABLE 1

LIST OF THE PIPES THAT CUSTOMER ARE OWNING

Sl.No.Life in YearsNo. of Respondents% of Respondents

1More than 1032%

25 102114%

32 53322%

4Less than 29362%

Total150100%

INTERPRETATION:

From this table it becomes clear in which years the pipes have got the demand. As per the results 62% of them are purchased the pipes 22% of them purchased the pipes in between 2-5 years 14% of the purchased in between 5-10 years. That means the market for the Sudhakar PVC pipes is growing and there is a rapid growth of the market in these two years of time. In future the market will grow further plant has to make further arrangements to improve the production. There by it can meet the demand.

chart 1

the chart shows the LIST OF THE PIPES THAT CUSTOMER ARE OWNING

TABLE 2

FACTORS INFLUENCE TO PURCHASE SUDHAKAR PVC PIPES

Sl.No.Influence FactorNo. of Respondents% of Respondents

1Price32%

2Quality12080%

3Reputation of Brand Image2718%

Total150100%

interpretation:

Above table reveals the quality of the product, 18% of they influence that 80% of the respondents by Brand image 2% by price. That means customers are giving primary importance to the quality but not for the brand image. The customers dont want compromise with the quality, as the pipes are durable consumer good.

So, company has to keep this point in mind that quality should become the motto but not any other. It has got the reputation only because so it quality. It should not compromise with it.

chart 2

THE CHART SHOWS FACTORS INFLUENCE TO PURCHASE SUDHAKAR PVC PIPES

TABLE 3

COMPARISION OF QUALITY WITH OTHER BRAND

Sl.No.Quality of SPVCNo. of Respondents% of Respondents

1On par with other brand13590%

2Poor32%

3Cant Say128%

Total150100%

interpretation:

All firms should check its quality with other brands. It any negative aspect is found. It has to make it right such that it should not bow to other firms.

From the above table it is clear that Sudhakar PVC pipes are far away from the quality of other brand pipes. It is a positive aspect, which boost its market.Company has to maintain the quality constantly it has to adopt new techonology to improve if further.

CHART 3

THE CHART SHOWS THE COMPARISION OF QUALITY WITH OTHER BRAND

TABLE 4

OPINION OF THE CUSTOMER REGARDING PRICE OF SUDHAKAR PVC PIPES

Sl.No.PriceNo. of Respondents% of Respondents

1High4228%

2Average10570%

3LowNil--

4Affordable32%

Total150100%

interpretation:

Above table reveals that 70% of respondent are having opinion that price of Sudhakar are having opinion of high. 2% are of affordable.

As the customers are satisfied with the quality and performance of the product they are not at all feeling the price for that quality is not high which paid by them.

CHART 4

THE CHART SHOWS THE OPINION OF THE CUSTOMER REGARDING PRICE OF SUDHAKAR PVC PIPES

TABLE 5

MODE FOR PURCHASE

Sl.No.ResponseNo. of Respondents% of Respondents

1Planned14194%

2Un Planned96%

Total150100%

interpretation:

As per above table 94% of respondents were purchased the product with planning here, as only 6% of them are purchased without planning.

As this product is durable product and customers are investing more on this they want to be in safe. If the product they purchased is not quality one their investment and time go waste that is the reason before purchasing they enquire about the quality and plan to purchase.

Company has to take necessary steps to make customer and social group aware of its quality.CHART 5

The CHART SHOWS THE MODE FOR PURCHASE

TABLE 6

INFLUENCE OF THE INCENTIVES

Sl. No.IncentivesNo. of Respondents% of Respondents

1DiscountNil--

2Installment facility96%

3Home Delivery8154%

4Nothing6040%

Total150100%

interpretation:

With this table it is determined how customers react to the incentives offered by the firm

Above table reveals that 54% of respondents area influenced by the home delivery, 40% area not at all influenced. 6% are influenced by the installment facility.Major portion of respondents positively responded for the incentives. Incentives are the stimuli that make to take favorable buying decision. Company should offer more incentives. There by it can entertain its customer.CHART 6

THE CHART SHOWS THE INFLUENCE OF THE INCENTIVES

TABLE 7

DECISION IS INFLUENCE BY

Sl.No.PersonNo. of Respondents% of Respondents

1Electrician149%

2Mechanic8456%

3Dealer43%

4Self Decision4530%

5Family Member32%

Total150100%

interpretation:

As per the table it is clear that 56% of respondents are influenced by the mechanics. 30% are taking self-decision. As most of the farmers are uneducated they are mostly depending upon the mechanics. They are confirming their decision with them.

As the mechanics have got over all view of the all other brand pipes. They can judge the quality of the product. Company should launch the campaign programs to persuade the mechanics.

CHART 7

THE CHART SHOWS THE DECISION IS INFLUENCE BY

TABLE 8

TYPE OF PIPES YOU ARE USING

Sl.No.MediaNo. of Respondents% of Respondents

1Nandi4530%

2Sudhakar7047%

3Sadguru2114%

4Sandhya149%

Total150100%

interpretation:

From the above table it is very clear that most customers are using Sudhakar Pipes. 47% of the above are using Sudhakar Pipes. 30% about Nandi Pipes, 14% about the Sadguru Pipes.

Sudhakar PVC Pipes Company should be aware of the market strategy. It has to keep on eye on the quality and pricey system.

CHART 8

THE CHART SHOWS THE TYPE OF PIPES YOU ARE USING

TABLE 9

BRAND CONSIDERATION WHILE PURCHASING SUDHAKAR PVC PIPES

Sl. No.Brand NameNo. of Respondents% of Respondents

1Nandi7047%

2Sadguru4530%

3Suvarna2114%

4Sandhya149%

Total150100%

From the above table, it is very clear that most of customers are having some or other brand in their mind while purchasing the Sudhakar PVC Pipes, Precisely 47% of them are thinking about Nandi brand pipes 30% about Sadguru Pipes 14% about the Suvarna Pipes.

As major percentage of the respondents are salted Nandi as alternative. This Sudhakar PVC pipes company should be aware of its market strategies. It has to keep on eye on the quality and pricing system.CHART 9

BRAND CONSIDERATION WHILE PURCHASING SUDHAKAR PVC PIPES

TABLE 10

MEDIA THAT IS EFFECTIVE

Sl.No.MediaNo. of Respondents% of Respondents

1News Papers2617%

2Window Displays21%

3Sign BoardsNil--

4MagazinesNil--

5Wall Writings12482%

Total150100%

interpretation:

Above table reveals that 82% of the respondents are perceived by the wall writings. 17% by the News papers.

As most of its customers are farmers. It happens very less them will go for the print media. But they can persuade well by the wall writings. As the Sudhakar PVC Pipes Company has concentrated most of its advertising by the wall writings. Most of its customers are unaware of the advertisements that are coming in print media.

It has to attract the customers by the fascinating advertisement campaigns.

CHART 10

THE CHART SHOWS THE MEDIA THAT IS EFFECTIVE

TABLE 11

THE PURPOSE OF THE PIPES USED

Sl.No.PurposeNo. of Respondents% of Respondents

1Agriculture12986%

2Domestic21%

3Electrical Wiring913%

Total150100%

interpretation:

Above table reveals that 86% of respondents are using for the agricultural irrigation. 13% of them are using for the electrical wiring.

As the water management for the irrigation is effectively managed with these pipes. Almost all 86% of the farmers are depending up on the Sudhakar PVC pipes for the water management.CHART 11

THE CHART SHOWS THE PURPOSE OF THE PIPES USED

TABLE 12

AFTER SALES PERFORMANCE

Sl.No.QualityNo. of Respondents% of Respondents

1Excellent3825%

2Good10570%

3Poor64%

4Very Poor21%

Total150100%

interpretation:

As per the above table 70% respondents feel after sales performance of the SPVC pipes is good. 25% of them are saying excellent. Only 4% and 1% are saying poor.

Major portion of the respondents are not facing any problem regarding the performance of the pipes. This is due to the high quality of the product the product is finally enters into the market after the efficient quality control this is causing satisfaction among the coustomers.CHART 12

THE CHART SHOWS THE AFTER SALES PERFORMANCE

TABLE 13

CUSTOMER PREFERENCE TO BUY SUDHAKAR PVC PIPES

Sl.No.Prefer atNo. of Respondents% of Respondents

1Distributors1510%

2Whole Seller12785%

3Retailer85%

Total150100%

interpretation:

Above table reveals that most of the respondents prefer to purchase the pipe at Whole Sellers than any other selling center. As 85% respondent preferred at Whole Sellers. 10% at authorized dealer 5% at retailers.

It has to improve its distributors channel, it should make the people aware of its distributors and retailers there by its distribution system of product will be efficient.

CHART 13

CUSTOMER PREFERENCE TO BUY SUDHAKAR PVC PIPES

UNIT VSUGGESTIONS AND CONCLUSIONFINDINGS

Depending up on survey analysis following conclusions are made where Sudhakar PVC is developed a good image in the market.

1) Sudhakar PVC pipes have the lead on Sandya PVC in Sales where later is also a product of same company.2) As, for most of agriculture irrigation system 2 to 5 size pipes are used.3) It is observed from the survey that the demand, sales of the PVC pipes is gradually increasing and there was rapid increments with in a span of last two years. This will increase further in future.4) Nandyala nandi pipes are found to be an alternative for this pipe. Suvarana PVC pipes and Sri Rama PVC pipes are ranked in last place.5) Customers are buying Sudhakar PVC pipes only because it has got high quality. Quality is evolved as the major stimuli. Where as the brand image is found to be secondary.

6) The quality of Sudhakar PVC ranked first when compared to the other brand PVC pipes. In this region it is evolved as the leader in quality.7) Customers of Sudhakar PVC pipes feeling that they are paying right price for right quality. They are not feeling price paid by them is high but average.8) Incentives offered by the company are playing then role in influence the sales. Home delivery incentive is attracted by all sections of customer.

9) Customer from agriculture sector one motivated by the mechanics near by them. Mechanics of motors are evolved as the opinion leader in the section.10) As most of its customers are not perceived by point media but they are attracted by the wall writings.

11) There is a lot of demand for this company product from the agriculture irrigation sector. As the move lands are irrigated, more demand is for the pipes.

12) After sales performance of the Sudhakar PVC pipes very good as it has got good quality. Customers are satisfied with the after sales performance of this product. There are no complaints, about the damages after installation of pipes. They are serving for several years.

SUGGESTIONS

Based upon the survey report analysis following suggestions are made to Sudhakar PVC company.

1) The demand for this product is growing it has to increase its production to meet the increased demand.

2) Quality is only the criterion that is attracting the customers. So, company has to maintain its quality constantly without any hindrance.

3) Advertising is essential to build brand equality. So, that the company should improve its proportional measures to meet the increased competition.

4) Electronic media has to utilize effectively for advertising. Company should be aware of the market strategies of its competitor i.e., Nandi Pipes.

CONCLUSION:QUESTIONNAIRESURVEY ON CONSUMER BEHAVIOR

1.What are the lists of pipes that customers are owning?

A) More than 10 Years

B) 5-10 Years

C) 2-5 Years

D) Less than 2 Years

2.What factors influence to purchase Sudhakar PVC pipes?

A) Price

B) Quality

C) Reputation & Brand image

3.Can you tell about the quality of Sudhakar PVC pipes?

A) Good

B) Poor

C) As per with other brands

D) Best

4.How do you feel about the price of Sudhakar PVC pipes?

A) High

B) Average

C) Low

D) Affordable

5.How was your Purchase?

A) Preplanned

B) Planned

C) Motivated

D) Un expected

6.At the time of purchase can you offered any one?

A) Discount

B) Installment

C) Home delivery

D) Any other

7.Who motivated you to purchase Sudhakar PVC pipes?

A) Electricians

B) Dealers

C) Self decision

D) Family

8.What types of pipes you are using?

A) Nandi

B) Sudhakar

C) Sadguru

D) Sandhya

9.When you are buying Sudhakar PVC pipes & what other were in your mind?

A) Nandi

B) Sadguru

C) Suvarna

D) Sandhya

10.Through which media U have motivated to purchase Sudhakar PVC Pipes?

A) Friends

B) Wall Paints

C) Sign Boards

D) News Papers

11.With What intention you are purchasing Sudhakar Pipes?

A) Agriculture

B) Domestic purpose

B) Electrical wining

D) Other

12.How do you rate your PVC pipes?

A) Excellent

B) Poor

C) Good

D) No idea

13.Where you have purchased Sudhakar PVC pipes?

A) Distributors

B) Whole Salers

B) No quality

D) None

14.Can you say any draw backs of Sudhakar PVC pipes?

A) Delivery delay

B) Only Brand image

C) No quality

D) None

15.Which type of pipes given for you a long period?

A) Nandi

B) Finolex

C) Sadguru

D) Sudhakar

16.Which pipes given for you satisfaction and quick delivery?

A) Finolex

B) Sadguru

C) Sudhakar

D) Nandi

17.Who are main competitors for Sudhakar PVC Pipes?

A) Finolex

B) Sadguru

C) Suvarna

D) Nandi

18.What is the age of your Sudhakar PVC Pipes?

A) More than 10 years

B) 5-10 Years

C) Less than 2 years

D) cant remember

BIBLIOGRAPHY

AUTHOR, BOOK NAME, PUBLISHER AND EDITION

MARKETING MANAGEMENT

PHILIP KOTLER

CONSUMER BEHAVIOUR

5th EDITION LEON G. SCHIFFMAN

LESLIE LAZAR KANUK

CONSUMER BEHAVIOUR

4th EDITION DAVID L. LOUDAN

AIBERT J. DELLA BITTA

MARKETING RESEARCH

7th EDITION D.S. LUCK

R.S. RUBIN

THE THEORY OF BUYER BEHAVIOUR

JOHN A. HOWARD

JAGDISH N. SHETH

AN INFORMATION PRECESSING THEORY OF CONSUMER CHOICE

JAMES R. BETTMAN

WEBSITES:-

www.sudhakarpipes.com

EMBED Excel.Chart.8 \s













_1264275941.xlsChart10

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Percentage of Respondents

Person


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Electrician9%

Mechanic56%

Dealer3%

Self Decision30%

Family Member2%

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Person


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Excellent25%

Good70%

Poor4%

Very Poor1%

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Quality


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0.85

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Prefer At


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Distributors10%

Whole Sellers85%

Retailer5%

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Prefer At


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_1264276490.xlsChart12

0.47

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Brand Name


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Nandi47%

Sadguru30%

Suvarna14%

Sandhya9%

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Brand Name


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_1264276572.xlsChart13

0.17

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Media


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News Papers17%

Windows Displays1%

Sign Boards0%

Magazines0%

Wall Writings82%

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Media


Sheet2

Sheet3

_1264276614.xlsChart14

0.86

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Purpose


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Agriculture86%

Domestic1%

Electrical Wiring13%

Magazines0%

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Purpose


Sheet2

Sheet3

_1264276282.xlsChart11

0.3

0.47

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Brand Name


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Nandi30%

Sudhakar47%

Sadguru14%

Sandhya9%

Sheet1

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0

0

0

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Person


Sheet2

Sheet3

_1264272787.xlsChart7

0.28

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Price


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High28%

Average70%

Low0%

Affordable2%

Sheet1

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Price


Sheet2

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_1264275886.xlsChart9

0

0.06

0.54

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Incentives


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Discount0%

Installment Facility6%

Home Delivery54%

Nothing40%

Sheet1

0

0

0

0

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Incentives


Sheet2

Sheet3

_1264275824.xlsChart8

0.94

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Response


Sheet1


Planned94%

Un-Planned6%

Sheet1

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0

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Response


Sheet2

Sheet3

_1264272482.xlsChart4

0.02

0.8

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Influence Factor


Sheet1


Price2%

Quality80%

Reputation of Brand Image18%

Sheet1

0

0

0

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Influence Factor


Sheet2

Sheet3

_1264272542.xlsChart5

0.9

0.02

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Quality of SPVC


Sheet1


As per with other Brand90%

Poor2%

Can't Say8%

Sheet1

0

0

0

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Quality of SPVC


Sheet2

Sheet3

_1263638695.xlsChart1

0.02

0.14

0.22

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Life In Years


Sheet1


More than 102%

5 - 1014%

2 - 522%

Less than 262%

Sheet1

0

0

0

0


Life In Years


Sheet2

Sheet3

consumer behavior

Documents

types of pipes

sudhakar pvc pipes53

pipes used57

purchase sudhakar pvc

price of sudhakar pvc

sudhakar pvc pipes61

plastic industry

customer prefernce