A Study on Customer Satisfaction for School Bags a Case Study of Kitex Limited(2)

CHAPTER-I

INTRODUCTION

Satisfaction is a person’s feeling of pleasure or disappointment resulting from

comparing a product received performance (or outcome) in relation to his or her

expectation. Measuring and analyzing customer satisfaction has become an essential

component in providing excellent customer service. With growing popularity of customer

relationship management, many companies are now placing more emphasis on customer

satisfaction and their customer relation ship.

The kind of situation prevailing in the present day bag market is due to the

unlimited competition. Various manufacturers are adopting flexible strategies to attract

customers from different classes. Modern day all marketers are competing with each

other to establish their supremacy. Under these circumstances the role of advertisement

plays a predominant part in the perception of the customers towards various brands of

bags.

This study entitled ‘A Study on customer satisfaction for school bag – a case study

of Kitex Limited’ is conducted with a view to understand the satisfactory level of the

customers reporting at the dealership. This has in turn enabled the researcher to provide

necessary suggestions and recommendations for the enhancement of the firm.

Statement of the problem

Consumer behavior is the study of when, why, how, where and what people do or do not

buy products. It blends elements from psychology, sociology, anthropology and

economics. It attempts to understand the buyer decision making process, both

individually and in groups. It studies characteristics of individual consumers such as

demographics and behavioural variables in an attempt to understand people's wants. It

also tries to assess influences on the consumer from groups such as family, friends,

reference groups, and society in general. So this study is worth while in the present

context. The findings and suggestions may useful to the bag industry especially to anna

groups to mould new strategies.

Scope of the study

This study constructively for the analysis of customer perception, opinion and

suggestions, which provide the basis for various scopes of developments of the

dealership.

Objectives of the study

1. To find out the customer satisfaction level towards the product Scoo Bee Day bag.

2. To find out the effectiveness of efforts made by kitex ltd, in preserving customer

satisfaction

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org/wiki/Demographic

http://en.wikipedia.org/wiki/Economics

http://en.wikipedia.org/wiki/Anthropology

http://en.wikipedia.org/wiki/Psychology

http://en.wikipedia.org/wiki/Product

3. Identifying the awareness about the product among customers

4. To study about brand preference

5. To study the view of customers on quality , fashion, design strength, comfort of

Scoo Bee day bags.

6. To study the service provide by the Scoobee day retail store is satisfactory or not

Methodology

Source of Data

Both primary data and secondary data were used of this study.

Primary Data

Primary data are those, which are collected fresh for the time and happen to be

original in character. The data were collected through survey method by using

questionnaires

Secondary Data

Secondary data are those which have already been passed through satisfied

process. Secondary data were collected from annual reports, and periodicals published

and webisites of Kitex. And the information relating to topic under consideration was

collected by means of books relating to particular subjects.

Survey

Survey can be said as one of the methods of collecting information regarding

particular aspects from a large group. The survey method used here is the sample survey.

It was conducted in order to collect opinion amoung customers of school bags. Although

information was collected from 100 customers . For this purposes, a questionnaire was

prepared. The questionnaire is shown in the appendix.

Sample Design

A sample design is a definite plan for obtaining samples from given population. It

refers to the technique or procedure for selecting items for the sample.

a) Population

The population of the study covers the customers of school bags in

Thiruvananthapuram district.

b) Method of sample selection

Convenience sampling was adopted for the study.

c) Sample size

A total number of 100 school bag customers in Thiruvananthapuram district.

Tools of data collection

Primary data were collected using a structured questionnaire. Secondary data were

collects through desk research.

Tools for analysis

The main tool used for analysis of data was percentage analysis. A detailed

analysis was done on the basis of gender to get a greater insight into the problem.

Period of study

The study was done during the period 2009-10

Limitations of the study

Sample of customers selected does not represent the entire population.

Customer perceptions are subjected to change with evolving societal tastes.

As the study was conducted for a limited period, the suggestions and findings

may not always hold good.

All the variants of Kitex Bags could not be covered under the study.

The response of the customers is based on personal characteristics namely likes and

dislikes, biases, mood fluctuations etc.

Chapterisation of the Report

The report of the present study is presented in chapter as detailed below .

Chapter I : Introduction

Chapter II : Industry Profile

Chapter III : Company Profile

Chapter IV : Theoretical background of study

Chapter V : Analysis and Interpretation

Chapter VI : Findings , Suggestions & Conclusion

CHAPTER- II

INDUSTRY PROFILE

A History of Handbags

Handbags have historically been both the carriers of secrets and the signifiers of power,

status, and beauty. As the keepers of the equipment of daily life, handbags have been

strongly influenced by technological and societal changes, such as the development of

money, jewelry, transportation, cosmetics, smoking, cell phones, and the role of women

in society.

Embracing its paradoxical role as both signifier and concealer, the handbag gestures toward a myriad of

tantalizing psychological interpretations. The contents of a handbag have been seen as representing part

of the Freudian unconscious, and the bag itself (as an empty receptacle) can be interpreted as female

genitalia or even the womb. Indeed, the word “purse” was a slang word for the female pudenda from

the seventeenth century (Steele and Borrelli 1999). Ancient, symbolic, and indispensable, the handbag

has been a chameleon object, expressing (and carrying) the needs and tastes of both its wearer and its

time.

From the ancient beaded bags of African priests to the

haute couture tote of the modern lady of leisure, handbags

have historically been both the carriers of secrets and the

signifiers of power, status, and beauty. As the keepers of the equipment of daily life,

handbags have been strongly influenced by technological and societal changes, such as

the development of money, jewelry, transportation, cosmetics, smoking, cell phones, and

the role of women in society.

Embracing its paradoxical role as both signifier and concealer, the handbag gestures

toward a myriad of tantalizing psychological interpretations. The contents of a handbag

have been seen as representing part of the Freudian unconscious, and the bag itself (as an

empty receptacle) can be interpreted as female genitalia or even the womb. Indeed, the

word “purse” was a slang word for the female pudenda from the seventeenth century

(Steele and Borrelli 1999). Ancient, symbolic, and indispensable, the handbag has been a

chameleon object, expressing (and carrying) the needs and tastes of both its wearer and its

time.

Purse Precursors

Purses, pouches, or bags have been used since humans have needed to carry precious

items. While “handbags” as a term did not exist until the mid-nineteenth century, ancient

pouches made of leather or cloth were used mainly by men to hold valuables and coins

(Foster 1982). Ancient Egyptian hieroglyphs show men wearing purses around the waist,

and the Bible specifically identifies Judas Iscariot as a purse carrier.

Fourteenth and Fifteenth Centuries: Girdle Pouches

In the fourteenth and fifteenth centuries, both men and women would attach pouches to

the most important feature of medieval garb: the girdle. Because pockets would not be

invented for several hundred more years, wearers would also attach other valuables to

their girdle, such as a rosary, Book of Hours, pomanders (scented oranges), chatelaines (a

clasp or chain to suspend keys, etc.), and even daggers (Wilcox 1999). The drawstring

purse would hang from the girdle on a long cord and would vary according to the fashion,

status, and lifestyle of the wearer. Women particularly favored ornate drawstring purses

which were known as “hamondeys” or “tasques” (Foster 1982).

Medieval purses were not strictly used for carrying money, but were also associated with

marriage and betrothal, often depicting embroidered love stories. Purses, known as

“chaneries,” were also used for gaming or for holding food for falcons. Ecclesiastical

purses were highly significant and were used to hold relics or corporals (line cloth used in

mass). The most important bag at this time was the Seal Bag which was made for the

Keeper of the Great Seal, later known as the Lord Chancellor (Wilcox 1999).

Sixteenth and Seventeenth Centuries: Pockets and "Swete Bagges"

During the Elizabethan era, women’s skirts expanded to enormous proportions.

Consequently, small medieval girdle purses were easily lost in the large amounts of fabric.

Rather than wear girdle pouches outside on their belt, women began to wear their pouches

under their skirts, and men would wear pockets (called “bagges”) made of leather inside

their breeches (Foster 1982). Peasants and travelers might wear large satchel-like leathers

or cloth bags diagonally across the body, as in Peter Brueghel’s painting, “The Elders

Two Peasants” (Wilcox 1999).

In addition, in a time when personal hygiene was lacking, many aristocrats in the

sixteenth century would carry what was called “swete bagges” or bags that were filled

with sweet smelling material. Just as pomanders hung from the girdle in the fifteenth

century, these swete bagges were filled with powder from sweet-smelling herbs and

spices, such as lavender, or with perfumed balls of cotton. Swete bagges might also be

stored with clothes and linens or set among sheets and pillowcases (Wilcox 1999).

Like their immediate predecessors, both men and women in the seventeenth century

rejected the obvious use of bags and preferred to hang long embroidered drawstring

purses under their skirts and breeches (Foster 1982). Purses were not only functional but

they were also often used as conspicuous decorative containers for gifts, such as money,

perfume, or jewels (Steele and Borrelli 1999). Toward the end of the century, purses

became increasingly sophisticated, moving from a simple drawstring design to more

complex shapes and materials.

Eighteenth Century: The Revolt against Underwear and Pockets

After the French Revolution, the full skirts of the ancient regime became less popular in

favor of a more slender and narrow dress. These slender dresses left no room beneath for

pockets and, consequently, pockets were discarded. Purses came back out into the open in

the form of “reticules” or “indispensables” as the English tended to call them, suggesting

that women had already largely developed a dependence on their handbags (Steele and

Borrelli 1999). The French often parodied the women who carried the delicate bags that

resembled previously hidden pockets as “ridicules” (Wilcox 1999).

Nineteenth Century: The Rise of the Handbag

Developments in science and industry during the Victorian era created a vast array of

styles and fabrics which women could coordinate with the rest of their outfits. Though

pockets returned in the 1840s, women continued to carry purses and spend an enormous

amount of time embroidering them to show off for potential husbands, often marking the

date and their own initials on their bags (Wilcox 1999). In keeping with the ideals of

domesticity of earlier times, many women wore chatelaines that attached to the waist belt

by a large decorated clasp (Foster 1982).

However, with the advent of the railroad, bags were about to experience a revolution. In

1843, there were nearly 2000 miles of railway lines in Great Britain. As more people

traveled by train and more women became more mobile, professional luggage makers

turned the skills of horse travel into those for train travel, and soon the term “handbag”

emerged to describe these new hand-held luggage bags. Indeed, many of the top names of

today's handbags got their start as luggage makers (in contrast to the previously made

purses and pouches which were made by dressmakers). For example, Hermes bags were

founded in 1837 by Thierry Hermes, a harness and saddle maker, while Loius Vuitton was

a luggage packer for the Parisian rich. Modern handbags still allude to luggage with their

pockets, fastenings, frames, locks, and keys (Steele and Borrelli 1999).

1900-1920s: The Swinging Pochette and Egyptomania

Handbags in the early twentieth century became much more than just hand-held luggage.

Women could choose from small reticules, Dorothy bags (now called dotty or marriage

bags) with matching robes, muffs, and fitted leather bags with attached telescopic opera

glasses and folding fans. Working women often used larger handbags, such as the

Boulevard bag, leather shopping bags, and even briefcases which could be worn around

the shoulder (Wilcox 1999). Handbags also included folders for the newly invented pound

note which replaced the gold sovereign in 1914 (Foster 1982).

After WWI, and as more activities and travel opportunities became available for women,

the long constricting layers and rigid corseting disappeared. Perhaps the most important

development during this period was the “pochette,” a type of handle-less clutch, often

decorated with dazzling geometric and jazz motifs, which women would tuck under their

arms to give them an air of nonchalant youth. Rules for color coordination grew lax and

novelty bags, such as doll bags, which were dressed exactly like the wearer, became

popular. The discovery of King Tutankhamun’s tomb in 1923 inspired Egyptomania and

purses began to reflect exotic motifs (Wilcox 1999).

1930s: Art Deco

By the 1930s, most of the bags used today had been invented, including the classic

handbag which had a handles and a clasp frame, the clutch (a variation of the pochette),

the satchel, and the shoulder bag. The 1930 bag reflected the Art Deco style which

highlighted abstraction and celebrated new industrial materials, such as plastic and zippers

(Wilcox 1999).

1940s: WWII and the Rise of Shoulder Bags

The war saw the smooth contours of the 1930s fashion change to a more military look.

Bags became larger, squarer, and more practical, reflecting a desire to appear self-

sufficient. As zippers, mirrors, and leather became scarce, designers turned to wood or

plastic for frames and employed new synthetics such as rayon. The drawstring bag

reappeared and was often homemade. Bags in Great Britain were made both to carry gas

masks and to match an outfit. In France and America, as more women entered the

workforce, they turned to shoulder bags (Foster 1982). After the war, the shoulder bag

was relegated to country and travel features until its revival in the 1970s (Wilcox 1999).

1950s: Handbags Reach Cult Status

The post war economic boon of the 1950s catapulted handbags into cult status. Major

designers such as Vuitton, Hermes, and Channel enjoyed a culture where accessorizing

and color coordinating were held to an almost moral standard. In addition, Christian

Dior’s new style, introduced in 1947, emphasized long skirts and tiny waists. As the

antithesis of the military style, this new look signaled a new decade of femininity where a

very small bag implied beauty and sophistication. The tiny handbag, like Cinderella’s tiny

shoe, represented femininity and submission. Indeed, a woman holding a smaller handbag

sends a different sexual message than a woman carrying a huge shoulder bag (Steele and

Borrelli 1999).

1960s-1970s: The Rise of the Youth Culture

During the 1960s, rules of “appropriate” dress relaxed in response to the women’s’

movement and the rise of the youth culture. As the rules of correct dressing began to

breakdown, the narrow long clutch was one of the earliest types of handbags to make the

transition into the age of informality and youth fashion because it had always been

thought suitable for a youthful look. The small and dainty shoulder bag with long chains

or thin straps also began to dominate because it kept with informal child-like qualities of

the miniskirt (Steele and Borrelli 1999). Such handbags highlighted the 1960 “swinging”

fashion that was in stark contrast to the posed 1950s models.

Influenced by young travels to India in the late 1960s, larger satchels and fabric shoulder

bags began to be popular. As opposed to machine-made goods, Afghan coats and bags,

patchwork and embroidery, and former army shoulder bags also became popular (Wilcox

1999). In less than a decade, individual expression became popular and psychedelic

patterns and later “flower power” introduced a romantic and ethnic look to fashion. By the

end of the 1970s, slung shoulder bags returned with lots of buckles and zippers,

suggesting that women were equipped for anything in the new age of feminism (Steele

and Borrelli 1999).

1980s-1990s: Conspicuous Consumption and the Unisex Bag

The 1980s' handbags became associated with conspicuous consumption--and for the first

time, a concern with health and fitness sports bags and shoes were an additional group of

accessories that influenced high fashion. In addition, as technology introduced the

calculator and filofax, work bags were designed for order and control. In 1985, Miuccia

Prada introduced the black nylon knapsack that become the first totally unisex bag, and it

remains ubiquitous. One of the brightest stars of the 1980s was the rise of Vera Bradley's

classic quilted handbag that reached sales of over $1million in just three years. By the

early 1990s, small designer bags with giant Hs and CCs were all over London and New

York, and only the trained eye could tell the real from the fake (Steele and Borrelli 1999).

Twenty-First Century: Anything Goes...Even a "Man Purse"

Handbags are currently made in a bewildering array of styles and materials, such as

waterproof canvas, space age synthetics, and faux reptile skins. Designers continue to play

with the paradoxes inherent in the handbag with transparent materials that both expose

and conceal the contents of the bag. And handbags, which for so long had been associated

with the feminine are now becoming more popular with men. Both the modern man and

woman can strap on or sling over a hands-free bag and go.

CHAPTER- III

COMPANY PROFILE

ANNA GROUPS

Anna Group. A multi product, multi market, multi crore success story that began in 1968,

evolved as a company devoted to the manufacture of Aluminium vessels, into a

multidimensional giant with interests in various fields ranging from textiles to spices.

Anna Group, where quality is the buzz word, has built success; and success has opened

new vistas of exciting challenges. Anna Aluminium products span the entire range of

household and commercial needs, and have won the ISI mark for superior quality. Made

from aluminium of 99.5% purity, these products have conquered the domestic market, as

well as a sizeable export market in the Gulf, Africa and the U.S.A. Exclusive showrooms

through out Kerala and a wide retail network carry the ‘ANNA’ hallmark of quality from

the cities to even the most far flung village in Kerala. ANNA GROUP-expanding

possibilities From fast selling Aluminium utensils to much-in-demand anodized

aluminium extrusions, ANNA GROUP expands its possibilities.Aluminium sheets are

manufactured at the company’s state-of-the-art factory and snapped up by the

construction industry.

More than three decades ago, in 1968, when Mr. M.C.Jacob founded the Anna

Aluminium Company, he made a break with the past. Belonging to an affluent family of

plantation owners, he ventured into the risky world of manufacturing industry and hoped

for the best, while working very hard to make his maiden venture a success. Today the

Group is involved in the manufacture of Aluminium sheets, Circles, Vessels and Utensils

from aluminium ingots, Spices, Fabrics, Garments and Marine exports etc. The 'ANNA '

range of vessels and utensils are highly popular in the domestic market and in the

MiddleEast, U.S.A, Africa and Australia

Anna Aluminium

Established in 1968 at Kizhakkambalam, Anna Aluminium Company is the flagship

company of the Anna Group. It is engaged in the manufacture of Aluminium sheets,

circles, vessels and utensils from 99.5% pure Aluminium Ingots. Its ‘CHAKSON’ range

of packaged products, which includes Pressure Cooker, Milk Boiler, Thermal Cooker,

Compact Idli Cooker etc. are highly popular in the S.Indian market. It is presently the

only manufacturer with ISI Certificate for its vessels in Kerala.

KITEX

Anna Group’s Textile unit, KITEX LIMITED was established in 1975. The Company is

engaged in the production of fabrics made of Cotton and other blends; Grey Cloth,

Bedsheets and Lungies. Through the years, the company has carved a niche for itself in

this highly competitive industry with its tradition of world class quality for its products.

The Kitex range of garments, fabrics and textiles include dress materials and traditional

wear like- Lungies and Dhoties. The Kitex range of garments manufactured in the multi-

crore factory is a popular brand that is recognized not just within India, but abroad too,

catering to the fashion conscious markets across the world. Made from 100% combed

cotton, Kitex Bed Sheets are suitable for all climates and comes in a variety of shades and

designs. Experience the warmth of smoothing nights that caresses your dream and lull

yourself into relaxing sleep, night after night with Kitex.

SARA SPICES

Sara Spices is the condiment producing unit of the Anna Group. It is involved in the

production and exporting of Curry powders, Whole Spices, etc. for the past two decades.

Since its inception in the year 1976, Sara Spices have come a long way, tingling the

palates of gourmets the world over with its delicious range of Spices and Masala

powders.

Sara Spices and curry powders are known for its high standards of quality and hygiene

and has won accolades at home as well as abroad.It was awarded the AGMARK, the

hallmark of quality in India. Sara curry powders include Jeera, Cardamom, Ginger,

Turmeric, Red Chilly and Coriander. A wide range of masala powder are also available

under this brand; which include Meat masala, Sambar powder, Rasam powder, Fish

masala, Idli Chutney, Garam masala, Pickle mix, Chicken masala, Vegetable masala,

Chana masala, Pav Bhaji masala, Biriyani masala and Vindaloo masala

Sara Spices, a sister concern of the trusted Kerala household name of Anna Aluminium,

is in its silver jubilee year. The group founder Mr. M.C. Jacob named the company after

his maternal aunt who always used to encourage him in his endeavors. When the

company was inaugurated by the then Chief Minister of Kerala, Mr. P.K.Vasudevan Nair,

there were few other curry powder manufacturers in the state. Now there are more than

250 different curry powder units of varying sizes. But the uniqueness of Saras lies in the

fact that it has stood by the commitment to non-adulteration and high quality, as a

crowning point of which the company retained the Agmark certification of Government

of India all these years since inception.

As the curry powder revolution was spearheaded in Kerala 25 years back by Saras, so it

is quite logical that Saras is again the first to bring out RTC gravies and RTE foods in

traditional Kerala style. As the pace of life quickened with more ladies going for work,

the traditional culinary art had to give way to easier methods. The highly convenient

mixed spice powders took root in Kerala in the last few years. The avant-garde RTC /

RTE technology makes cooking further simple and is sure to catch on in the market just

as the curry powders did a few years ago. As RTE and RTC products, a wide variety of

traditional Kerala food items will be available shortly on sale throughout Kerala. It is

hoped that this silver jubilee gift from Saras will be well received by Keralites.

Acclaimed for the highest standards of quality, Sara Whole Spices and Curry Powders

have been approved by :

FOOD AND DRUG ADMINISTRATION (FDA) of USA.

AGMARK of INDIA.

RECOGNISED BY SPICES BOARD OF INDIA.

SPICE HOUSE CERTIFICATE

SCOO BEE DAY - The Prodigy in Bags

Scoobee Day is a pioneer in the branding of school bags in Kerala. The brand is from the

Anna Group which is a major player in the textile and Aluminum products in the state.

School bag market is essentially dominated by the unorganized sector. Except for a few

national brands like Duckback and Bata, most of the players are local manufacturers.

During the early 2000, Anna group launched the brand Scoobee Day in the school bag

segment.

Scoobee Day quickly captured the attention of the kids. One of the reason for the quick

attention and recall of the brand was the brand's phonetic resemblance to the popular

comic character Scooby Doo. During the launch of Scoobee Day, Scooby Doo cartoons

were a huge hit among kids. .

Scoobee Doo became a quick success through a very careful brand building process. The

brand knew the pulse of the target market and the strategies were bang on target. Scoo

Bee Day was primarily targeting the young school children in the KG and Pre primary

segment. This brand was built on the art of story telling.

School bags are seasonal products . The consumers buy these products during May-June

period. Mostly the parents let their kids choose the product since a new bag is definitely a

motivation for kids to go to school.

Scoobee Day adopted the strategy of hooking the kids. The brand name itself was a hit

and there was something more. The brand told a story. The hero of the story is the brand

mascot - a Bee named Scoobee.

Scoobee Day is positioned as a kid's best friend. The brand all through its journey had

told stories of how Scoobee Day helped the kids in distress , fighting those monsters who

tried to attack the kids.

The brand also had the tagline " Scoobee Day en Changathi " ( in Malayalam) translated

to Scoobee Day , MyFriend.

The brand told consistent stories which involved kids being chased by dragons and

monsters and how Scoobee rescues the kids and tames the demons.

The jingle containing the tagline and the catchy stories of Scoobee helping the kids, made

a very strong impression in the mind of the kids. Even my four year old child recites the

jingle and is very familiar with thebrand.

The brand also ensured that it provided excellent value for money for the consumers. The

bags are of very good quality and is very durable. So parents are not complaining for the

premium paid for the brand.

To counter the price competition from the local players and cheap chinese imports,

Scoobee Day is flooding the market with freebies along with the bag. Free offers include

tiffin boxes, water bottles, pencil box etc. This year, the brand is offering pencil box,

tiffin box, water bottle and a Scoobee mask.

Scoobee 's success is a classic example of brands built on story telling. The brand had a

compelling story and it told the stories consistently . When entering a market dominated

by unorganized players, the critical factor for success lies in differentiation. Scoobee Day

differentiated itself from the rest through strong brand elements backed by product

quality.

Now Kerala market is flooded with branded school bags. But Scoobee had the first mover

advantage. The brand had already created huge equity and brand recall among the

consumers

At the dawn of new millennium the new generation was presented with an innovative

school bag from Kitex, the main offshoot of Anna Group. ScooBee Day bags are

compactly designed with unique features that make it durable, colorful, comfortable and

easy to carry. The bag features anti strain shoulder paddings and accupressure buds

specially designed to minimize the strain on the back and shoulders. Race through the

features and see your heart fall in love with ScooBee Day. Scoobee Day, from the house

of Kitex has a wide range of School Bags which became an INSTANT hit, and scoobee

became a close companion to all school going kids. With shoulder strap cushions and rear

padding for added comfort, Scoobee Day bags come in various colour combinations.

Using Ribstop fabric and Leakproof material Soobee day bags are attractively priced. The

unique features include special pouch for water bottles, tiffin boxes and even a secret

pocket.

Features:

• Made from imported Dineer Nylon for durability.

• Shoulder strap cushion to prevent shoulder pain

• Soft padding and accupressure buds on the rear side to cushion your back

• Unique stitching using strong nylon threads

• Quality zip with zip guard to prevent water leaking into the bag

• Secret pocket to hold chocolate and money

• 15 different color combinations

• Special leak proof tiffin box pouch at attractive price

• Bags for college and travel purposes also available

CHAPTER- IV

THEORITICAL BACKGROUND OF STUDY

MEANING OF MARKETING:

According to American Marketing Association, “Marketing includes all

those activities having to do with effecting changes in the ownership and possession of

goods and services. It is that part of economics which deals with creation of time, place

and possession utilities and those phases of business activity through human wants are

satisfied by the exchange of goods and services for some valuable consideration”.

According to United Kingdom of Marketing, ‘Marketing is the creative

management function which promotes trade & employment by assessing consumer needs

and initiating research and development to meet them; it co-ordinates the resources of

production and distribution of goods and services and determines and directs the nature

and scale of the total efforts required to see maximum production to the ultimate user.”

According to Professor Philip Kotler, “Marketing activity directed at

satisfying needs and wants through exchange process.”

The most basic concept underlying Marketing is that of human needs. A

human need is a state of deprivation. Humans have many complex needs. These include

basic physical needs for food, clothing, warmth and safety; social needs for belonging

and affection and individual need for knowledge and self-expression.

Demands are wants for specific products that are backed by an ability and

willingness to buy them. Companies must therefore measure not only how many people

want their product but, more important, how many would actually be willing and able to

buy it.Wants are desires for specific satisfiers of these deeper needs. Marketers influence

demands by making the product appropriate, attractive, affordable & easily available to

target consumers. Therefore, Marketing means working with markets to actualize

potential exchanges for the purpose of satisfying human needs & wants.When a need is

not satisfied a person will do one of the two things, look for an object that will satisfy it

or try to reduce the need. People in industrial societies may try to find or develop objects

that will satisfy their desires. People choose products that provide the most satisfaction

for their money. When backed by buying power, wants become demands.A Product is

anything that can be offered to a market to satisfy a need or want. However, the concept

of product is not limited to physical objects – anything capable of satisfying a need can

be called a Product.

MARKETING GOALS & OBJECTIVES.

Marketing & all other business functions must support the Organization’s

mission & goals, translating these into objectives with specific quantitative

measurements. For e.g., a firm’s goal is to increase return on investment might translate

into a Marketing objective of a 15% increase in sales in the next fiscal year.

Therefore, marketing objectives must be consistent with organizational goals.

Marketing objectives must be expressed in clear, simple terms, so that All Marketing

personnel understand what type & level of performance is desired. In other words, a

Marketing objective should be written so that its accomplishment can be measured

accurately. In addition, Marketing Objectives should be expressed in terms of a unit

measurement, such as sales volume, profitability per unit, percentage gain in market

shares, sales per square foot, average customer purchase, percentage of customers in the

firm’s target market who prefer its product or some other measurable achievements.

Marketing objectives should be reconsidered for each planning period. Perhaps no

strategy was found in previous planning period to meet the stated objectives. Perhaps

some brilliant inspiration was found that propelled the firm beyond its objectives. In

either case, realism demands that Marketing objectives be revised to remain consistent

with the next edition of the Marketing plan.

Marketing goals & objectives are formal statements of the desired & expected

outcomes resulting from the Marketing plan. Goals are broad, simple statements of what

is to be accomplished through the Marketing Strategy. The major function of goals is to

guide the development of objectives & to provide direction for resource allocation

decisions.Marketing objectives are more specific & are essential to planning. Marketing

objectives should be stated in quantitative nature of Marketing objectives makes easier to

implement after the strategy has been developed.

CONSUMER BEHAVIOUR- An Over View

Consumer behaviour is comparatively a new field of study which evolved just after the

Second World War. The sellers market has disappeared and buyers market has come up.

This led to paradigm shift of the manufacturer’s attention from product to consumer and

specially focused on the consumer behaviour.

The evaluation of marketing concept from mere selling concept to consumeroriented

marketing has resulted in buyer behaviour becoming an independent

discipline. The growth of consumerism and consumer legislation emphasizes the

importance that is given to the consumer. Consumer behaviour is a study of how

individuals make decision to spend their available resources (time, money and effort) or

consumption related aspects (What they buy? When they buy?, How they buy? etc.).

The heterogeneity among people makes understanding consumer behaviour a challenging

task to marketers. Hence marketers felt the need to obtain an in-depth knowledge of

consumers buying behaviour. Finally this knowledge acted as an imperative tool in the

hands of marketers to forecast the future buying behavior of customers and devise four

marketing strategies in order to create long term customer relationship.

4.1 Consumer Behaviour

It is broadly the study of individuals, or organisations and the processes consumers use to

search, select, use and dispose of products, services, experience, or ideas to satisfy needs

and its impact on the consumer and society.

4.1.1 Customers versus Consumers

The term ‘customer’ is specific in terms of brand, company, or shop. It refers to person

who customarily or regularly purchases particular brand, purchases particular company’s

product, or purchases from particular shop. Thus a person who shops at Bata Stores or

who uses Raymonds clothing is a customer of these firms. Whereas the ‘consumer’ is a

person who generally engages in the activities - search, select, use and dispose of

products, services, experience, or ideas.

4.1.2 Consumer Motives

Consumer has a motive for purchasing a particular product. Motive is a strong feeling,

urge, instinct, desire or emotion that makes the buyer to make a decision to buy. Buying

motives thus are defined as ‘those influences or considerations which provide the impulse

to buy, induce action or determine choice in the purchase of goods or service. These

motives are generally controlled by economic, social, psychological influences etc.

4.2 Motives which Influence Purchase Decision

The buying motives may be classified into two:

i. Product Motives

ii. Patronage Motives

4.2.1 Product Motives

Product motives may be defined as those impulses, desires and considerations which

make the buyer purchase a product. These may still be classified on the basis of nature of

satisfaction:

a) Emotional Product Motives

b) Rational Product Motives

A) Emotional Product Motives are those impulses which persuade the consumer on

the basis of his emotion. The buyer does not try to reason out or logically analyse the

need for purchase. He makes a buying to satisfy pride, sense of ego, urge to initiate

others, and his desire to be unique.

B) Rational Product Motives are defined as those impulses which arise on the basis

of logical analysis and proper evaluation. The buyer makes rational decision after chief

evaluation of the purpose, alternatives available, cost benefit, and such valid reasons.

4.2.2 Patronage Motives

Patronage motives may be defined as consideration or impulses which persuade the buyer

to patronage specific shops. Just like product motives patronage can also be grouped as

emotional and rational.

4.2.3 Emotional Patronage Motives those that persuade a customer to buy from

specific shops, without any logical reason behind this action. He may be subjective for

shopping in his favourite place.

4.2.4 Rational Patronage Motives are those which arise when selecting a place

depending on the buyer satisfaction that it offers a wide selection, it has latest models,

offers good after-sales service etc. Knowledge of buyer motives of consumers is useful

for marketers to anticipate market trends and formulate effective marketing strategies.

4.5 Need for Study of Consumer Behaviour

The study of consumer behaviour helps everybody as all are consumers. It is essential for

marketers to understand consumers to survive and succeed in these competitive

marketing environment. The following reasons highlight the importance of studying

consumer behaviour as a discipline.

4.6 Importance in day to day life

The purpose of studying a discipline is to help oneself to better appreciate its

contributions. The reason to study consumer behaviour is because of the role it plays in

the lives of humans. Most of the free time is spent in the market place, shopping or

engaging in other activities. The extra time is usually passed in knowing and thinking

about products and services, discussing with friends about them, and watching

advertisements related to them. The usage of them significantly reveals our life styles. All

these reasons suggest the need for study. However, the purpose may be to attend

immediate and tangible reasons.

4.7 Pertinence to Decision Making

Consumer behaviour is said to be an applied discipline as some decisions are

significantly affected by their behaviour or expected actions. The two perspectives that

seek application of its knowledge are micro and societal perspectives.

The micro perspectives involve understanding consumer for the purpose of helping a firm

or organization to achieve its objectives. The people involved in this field try to

understand consumers in order to be more effective at their tasks. Whereas the societal or

macro perspective applies knowledge of consumers to aggregate- level faced by mass or

society as a whole. The behaviour of consumer has significant influence on the quality

and level of the standard of living.

4.8 Organisational Buyer versus Individual Buyer

The obvious difference between industrial or institutional markets and consumer markets

is that, instead of purchases being made for individual consumption industrial markets are

made for business use. There are several factors that differentiate consumer markets and

their buying behaviour from organizational market and their buying behaviour. The key

factors of differentiation are:

i Market Structure and Demand

ii. Buyer Characteristics

iii. Decision Process and Buying Patterns

i Market Structure and Demand : The distinguishing factors of market structure and

demand are as follows:

In organizations buyers are more geographically concentrated than consumer markets.

Organisational buyers are fewer in number but they are bulk buyers compared to

individual buyers.

Organisational buyer markets are either vertical or horizontal. In vertical structures they

cater only one or two industries, whereas in horizontal structure the buyer base is too

broad.

Organsational demand is derived from consumer demand. The nature of the demand is

fluctuational and inelastic.

ii. Buyer Chararteristics: The distinguishing factors of buyer characteristics are as

follws:

Many individuals or group involvement is seen in decision making process.

Organisational buyers are quite knowledgeable and professional. The buying motive is

mostly rational than individual buyer.

iii. Decision Process and Buying Patterns The major differences are as follows:

In organizational buying lot of formalities like proposals, quotations, procedures are to be

followed unlike consumer buying.

Decision process is much complex with high financial risk, technical aspects, multiple

influencing factors etc.

Organizational buying requires more extensive negotiation over larger time period than

consumer buying.

4.9 Black box model

ENVIRONMENTAL

FACTORSBUYER'S BLACK BOX

BUYER'S

RESPONSEMarketing

Stimuli

Environmental

Stimuli

Buyer

CharacteristicsDecision Process

Product

Price

Place

Promotion

Economic

Technical

Political

Cultural

Attitudes

Motivation

Perceptions

Personality

Lifestyle

Problem recognition

Information search

Alternative evaluation

Purchase decision

Post-purchase behavior

Product choice

Brand choice

Dealer choice

Purchase timing

Purchase amount

The black box model shows the interaction of stimuli, consumer characteristics, decision

process and consumer responses. It can be distinguished between interpersonal stimuli

(between people) or intrapersonal stimuli (within people). The black box model is related

to the black box theory of behaviorism, where the focus is not set on the processes inside

a consumer, but the relation between the stimuli and the response of the consumer. The

marketing stimuli are planned and processed by the companies, whereas the

environmental stimulus are given by social factors, based on the economical, political and

http://en.wikipedia.org/wiki/Marketing

http://en.wikipedia.org/wiki/Behaviorism

http://en.wikipedia.org/wiki/Black_box_theory

http://en.wikipedia.org/wiki/Stimulus_(psychology)

cultural circumstances of a society. The buyers black box contains the buyer

characteristics and the decision process, which determines the buyers response.

The black box model considers the buyers response as a result of a conscious, rational

decision process, in which it is assumed that the buyer has recognized the problem.

However, in reality many decisions are not made in awareness of a determined problem

by the consumer.

4.9.1 Information search

Once the consumer has recognised a problem, they search for information on products

and services that can solve that problem. Belch and Belch (2007) explain that consumers

undertake both an internal (memory) and an external search.

Sources of information include:

Personal sources

Commercial sources

Public sources

Personal experience

The relevant internal psychological process that is associated with information search is

perception. Perception is defined as 'the process by which an individual receives, selects,

organises, and interprets information to create a meaningful picture of the world'

4.9.2 The selective perception process

Stage Description

- Selective exposure consumers select which promotional messages they will expose

themselves to.

- Selective attention consumers select which promotional messages they will pay

attention to

- Selective comprehension consumer interpret messages in line with their beliefs,

attitudes, motives and experiences

- Selective retention consumers remember messages that are more meaningful or

important to them

The implications of this process help develop an effective promotional strategy, and

select which sources of information are more effective for the brand.

4.9.3 Information evaluation

At this time the consumer compares the brands and products that are in their evoked set.

How can the marketing organization increase the likelihood that their brand is part of the

consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the

functional and psychological benefits that they offer. The marketing organization needs

to understand what benefits consumers are seeking and therefore which attributes are

most important in terms of making a decision.

4.9.4 Purchase decision

Once the alternatives have been evaluated, the consumer is ready to make a purchase

decision. Sometimes purchase intention does not result in an actual purchase. The

marketing organization must facilitate the consumer to act on their purchase intention.

The provision of credit or payment terms may encourage purchase, or a sales promotion

such as the opportunity to receive a premium or enter a competition may provide an

incentive to buy now. The relevant internal psychological process that is associated with

purchase decision is integration.

4.9.5 Postpurchase evaluation

The EKB model was further developed by Rice (1993) which suggested there should be a

feedback loop, Foxall (2005) further suggests the importance of the post purchase

evaluation and that the post purchase evaluation is key due to its influences on future

purchase patterns.

4.9.6 Internal influences

Consumer behavior is influenced by: demographics, psychographics (lifestyle),

personality, motivation, knowledge, attitudes, beliefs, and feeling

4.10 CONSUMER BEHAVIOR:

THE PSYCHOLOGY OF MARKETING

The study of consumers helps firms and organizations improve their marketing strategies

by understanding issues such as how

The psychology of how consumers think, feel, reason, and select between different

alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment

(e.g., culture, family, signs, media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence

decisions and marketing outcome;

How consumer motivation and decision strategies differ between products that

differ in their level of importance or interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing

strategies to more effectively reach the consumer.

One "official" definition of consumer behavior is "The study of individuals, groups, or

organizations and the processes they use to select, secure, use, and dispose of products,

services, experiences, or ideas to satisfy needs and the impacts that these processes have

on the consumer and society." Although it is not necessary to memorize this definition, it

brings up some useful points:

Behavior occurs either for the individual, or in the context of a group (e.g., friends

influence what kinds of clothes a person wears) or an organization (people on the job

make decisions as to which products the firm should use).

Consumer behavior involves the use and disposal of products as well as the study

of how they are purchased. Product use is often of great interest to the marketer, because

this may influence how a product is best positioned or how we can encourage increased

consumption. Since many environmental problems result from product disposal (e.g.,

motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at

landfills) this is also an area of interest.

Consumer behavior involves services and ideas as well as tangible products.

The impact of consumer behavior on society is also of relevance. For example,

aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have

serious repercussions for the national health and economy.

There are four main applications of consumer behavior:

The most obvious is for marketing strategy—i.e., for making better marketing

campaigns. For example, by understanding that consumers are more receptive to food

advertising when they are hungry, we learn to schedule snack advertisements late in the

afternoon. By understanding that new products are usually initially adopted by a few

consumers and only spread later, and then only gradually, to the rest of the population,

we learn that (1) companies that introduce new products must be well financed so that

they can stay afloat until their products become a commercial success and (2) it is

important to please initial customers, since they will in turn influence many subsequent

customers’ brand choices.

A second application is public policy. In the 1980s, Accutane, a near miracle cure

for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken

by pregnant women. Although physicians were instructed to warn their female patients of

this, a number still became pregnant while taking the drug. To get consumers’ attention,

the Federal Drug Administration (FDA) took the step of requiring that very graphic

pictures of deformed babies be shown on the medicine containers.

Social marketing involves getting ideas across to consumers rather than selling

something. Marty Fishbein, a marketing professor, went on sabbatical to work for the

Centers for Disease Control trying to reduce the incidence of transmission of diseases

through illegal drug use. The best solution, obviously, would be if we could get illegal

drug users to stop. This, however, was deemed to be infeasible. It was also determined

that the practice of sharing needles was too ingrained in the drug culture to be stopped.

As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that

encouraged the cleaning of needles in bleach before sharing them, a goal that was

believed to be more realistic.

As a final benefit, studying consumer behavior should make us better consumers.

Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry

detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In

practice, however, you often pay a size premium by buying the larger quantity. In other

words, in this case, knowing this fact will sensitize you to the need to check the unit cost

labels to determine if you are really getting a bargain.

There are several units in the market that can be analyzed. Our main thrust in this course

is the consumer. However, we will also need to analyze our own firm’s strengths and

weaknesses and those of competing firms. Suppose, for example, that we make a product

aimed at older consumers, a growing segment. A competing firm that targets babies, a

shrinking market, is likely to consider repositioning toward our market. To assess a

competing firm’s potential threat, we need to examine its assets (e.g., technology, patents,

market knowledge, awareness of its brands) against pressures it faces from the market.

Finally, we need to assess conditions (the marketing environment). For example,

although we may have developed a product that offers great appeal for consumers, a

recession may cut demand dramatically.

In other words, “Consumer Behaviour refers to the behaviour that consumers display in

searching for purchasing, using, evaluating, disposing off products and services that they

expect will satisfy their wants.” According to Walters & Paul “Consumer behaviour is the

process whereby individuals decide what, when, where, how and from whom to purchase

goods and services”. Consumer may be defined as all the individuals and households that

buy and acquire goods and services for personal consumption. Consumers differ in the

age, income, taste and preference and educational levels and therefore the marketers

should identify the different consumer groups and develop products and services

according to the needs of the consumers.

The term consumer behaviour refers to the behaviour that consumer’s display in

searching for purchasing, using, evaluating and disposing of products and services that

they expect will satisfy their needs. The study of consumer behavior is the study of how

the 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, when

they buy it, where they buy it and how they buy it and how often they use it.

IMPORTANCE OF CONSUMER BEHAVIOUR

1) Consumer behaviour is dynamic and changes continuously. According to the consumer

tastes and preference. Therefore a study of to analyze, monitor and understand the

consumer behaviour is very essential.

2) Only by studying consumer behaviour a businessman can solve the problems faced by

the consumers.

3) A study of consumer behaviour helps in effective marketing management.

4) Product decision regarding price, promotion and distribution can be taken after

studying the consumer behaviour and how they react to the product.

5) In an Indian market where changes take place very often, where the government keeps

on changing, it is essential to study the expectations of the consumer based on the

changes.

6) Consumer behaviour study helps a marketer in exploiting new opportunities and

meeting the challenges and requirements of an Indian consumer.

CONSUMER PERCEPTION:

Perception is the process by which individuals select, organize & interpret

stimuli into meaningful & coherent picture of the world. Perception has strategy

implications for marketers, because consumers make decisions based on what they

perceive, rather than the basis of objective reality. The lowest level at which an individual

can perceive a specific stimulus is that person’s absdute threshold.

Consumer’s selections of stimuli from the environment are based on the

interaction of their expectations and motives with the stimulus itself. The principle of the

selective perception includes the following concepts; selective exposure, selective

attention, perceptual defense and perceptual blocking.

Consumers organize their perceptions interest unified wholes according to the

principles of Gestalt psychology. The interpretation of stimuli is highly subjective and is

based on what the consumer expects to see in light of previous experience, on the number

of plausible explanations he or she can envision, on motives and interest at time of

perception, and on the clarity of the stimuli’s itself.

Just as individuals have perceived images of themselves, they also have

perceived images of the products and brands. The perceived image of a product or service

is probably more important to its ultimate success than its actual physical characteristics

products and services that are perceived favorably have many chances of being purchased

them products or services with unfavorably or natural images.

Consumer strategies for reducing perceived risk include increased

information search, brand loyalty, buying a well known brand, buying from a reputable

retailer, buying the most expensive brand and seeking reassurance in the form of money-

back, guarantees, warranties and free purchase trial. The concept of perceived risk has

products by incorporating risk reduction strategies in their new product promotional

campaigns.

CUSTOMER SATISFACTION.

Customer satisfaction suffices the customer. Customer visualizes, perceives and

will have some expectations before making any purchase. If the product meets

customer’s expectations then he is satisfied. Customer will be satisfied when the product

meets the basic needs set and therefore utility of a product is nothing but consumer’s

estimation of products over all capacity to satisfy his needs.Customer satisfaction is a

function of perceived performances and expectations.

Dissonance – reducing buying behavior

The customer might experience post purchase dissonance by noticing disquieting

features of product or by hearing favorable things about other product. If performance of

product does not satisfy perceived expectations, the customer is dissatisfied, where he

develops dissonance.

Post purchase satisfaction.

When the customer is satisfied or delighted he will be dazzled. If the product matches

the expectations of customer he is satisfied. The customer’s satisfaction is a function of

closeness between the buyer’s product expectation (E) and products perceived

performance (P) S = f (E, P)

Post purchase actions

There is high probability of purchasing the product if the customer care satisfied.

Marketers should take keen interest in handling customer’s dissatisfaction. Marketer’s

job is to understand buyer’s behavior and aim at satisfying customers. The satisfied

customers will have brand loyalty and strong affinity towards the product, so there is less

scope of switching to other brands. Satisfaction can be used as gauge for measuring

effectiveness of customer care of the organization. This increases the customer loyalty

CHAPTER V

ANALYSIS AND INTERPRETAION

The data collected from number of respondent through questionnaire were subject to

various analysis . The sampling method adopted was convenience sampling . The data

collected from respondent were first tabulated and percentage of that was found out .

BAR DIAGRAM

A basic form of diagrammatic representation is bar diagram . Bar diagram

consist of a series of bars of equal width . The bar stand on a common base line with

equal gap between one bar and another . The bars may be either horizontal or vertical .

But vertical bars are preferred as they give a better look and facilitate comparison . The

bars are constructed in such a way that their lengths are proportional to the magnitude

that they represent .

PIE-DIAGRAM

In pie-diagram different segments at a circle represent percentage contribution of

different components to the total . This chart is very useful because it clearly bring out

the relative importance of various components . Angle 360 represents 100% and the

corresponding angles for each component can be found by multiplying 360 with the

percentage of the component .

Table 5.1

Gender of the Respondents

Respondents Yes No

Male 50% 0%

Female 50% 0%

Source: Primary data

Figure 5.1

Gender of the Respondents

50%50%

Male

Female

Inference:

Equal representation was given to male and female respondents.

Table 5.2

Usage of Branded Bags

Respondents Yes No

Male 50% 0%

Female 50% 0%


Figure 5.2

Usage of Branded Bags

50%50%

Male

Female

Inference:

From the table it was revealed that all the respondents are using branded items.

Table 5.3

Price of scoobee day bags in the bag market

Satisfaction Level Male Female

Highly Satisfied 14% 2%

Satisfied 46% 36%

Moderate 24% 18%

Dissatisfied 16% 24%

Highly

Dissatisfied

0% 0%


Figure 5.3

Price of scoobee day bags in the bag market

14%

2%

46%

36%

24%

18%16%

24%

0% 0%0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

HighlySatisfied

Satisfied Moderate Dissatisfied Highly Dissatisfied

Male

Female

Inference:

Most of the respondents are satisfied with the price of the scoobee day bags.46 per cent

of the male respondents and 36 per cent of the female respondents are satisfied with the

price of the bags. Its interesting to state that 16 per cent of the male respondents and 24

per cent of the female respondents are not satisfied with the price of the product.

Table 5.4

The Quality of Scooby Day Bags



Satisfied 60% 50%

Moderate 20% 30%

Dissatisfied 0% 10%

Highly Dissatisfied 0% 0%


Figure 5.4

Quality of scoobee day bags in the bag market

20%

10%

60%

50%

20%

30%

0%

10%

0% 0%0%

10%

20%

30%

40%

50%

60%

HighlySatisfied

Satisfied Moderate Dissatisfied Highly Dissatisfied

Male

Female

Inference:

The table reveals that 60 per cent of the male respondents and 50 per cent of the

female respondents were satisfied with the quality of the bags. No one marked as

dissatisfied or highly dissatisfied. 20 per cent of the male respondents and 10 per cent of

the female respondents are highly satisfied with the quality.

Table 5.5

Durability of ScooBee Day Bags



Satisfied 60% 60%

Moderate 26% 22%

Dissatisfied 2% 12%



Figure 5.5

Durability of ScooBee Day Bags

10%6%

60%60%

26%22%

2%

12%

0% 0%0%

10%

20%

30%

40%

50%

60%

HighlySatisfied

Satisfied Moderate Dissatisfied HighlyDissatisfied

Male

Female

Inference:

60 per cent of the male and female respondents are satisfied with the

durability of the bags. 10 per cent of the male respondents and 6 per cent of the female

respondents are highly satisfied with the durability of the bags. But it is noted that 2 per

cent of the male respondents and 12 per cent of the female respondents are dissatisfied

with the durability of the product

Table 5.6

Availability of ScooBee Day Bags

Respondents Yes No

Male 50% 0%

Female 50% 0%


Figure 5.6

Availability of ScooBee Day Bags

50%50%

Male

Female

Inference:

All respondents in the present study agreed about the availability of the bags.

Table 5.7

Alternative use of other Bags

Respondents Yes No

Male 05 45

Female 30 20


Figure 5.7

Alternative use of other Bags

5%

30%

45%

20%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Yes No

Male

Female

Inference:

From the table it was revealed that the female respondents are using scoo

bee day bags alternatively. 30 per cent of the female respondents are using bags for

alternative purpose where as it was very low in male respondents. Only 5 per cent of

the respondents are using this bags alternatively .

Table 5.8

Selection criteria of ScooBee Day Bags

Criteria Male Female

Popularity 24% 28%

Brand Name 36% 32%

Brand Image 28% 28%

Price 10% 6%

Any other 2% 6%


Figure 5.8

Selection criteria of ScooBee Day Bags

24%

28%

36%

32%

28%28%

10%

6%

2%

6%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Popularity Brand Name Brand Image Price Any other

Male

Female

Inference:

The major part of the respondents are selecting the bag because of its brand

name. 36 per cent of the male respondents and 32 per cent of the female

respondents are selecting the product on brand name. where as 28 per cent of the

male and female respondents are giving preference to brand image.

Table 5.9

Source of information about ScooBee Day Bags

Source Male Female

Friends 24% 6%

Relatives 8% 24%

Advertisements 52% 48%

Dealers 8% 12%

Salesmen 8% 10%


Figure 5.9

Source of information about ScooBee Day Bags

24%

6%8%

24%

52%48%

8%12%

8% 10%

0%

10%

20%

30%

40%

50%

60%

Friends Relatives Advertisements Dealers Salesmen

Male

Female

Inference:

The table shows that 52 per cent of the male respondents and 48 per cent of

the female respondents were got information through advertisement. This shows the

influence of advertisement in purchasing behavior.

Table 5.10

Attractiveness of ScooBee Day Bags



Satisfied 62% 68%

Moderate 10% 10%

Dissatisfied 4% 0%



Figure 5.10

Attractiveness of ScooBee Day Bags

24%22%

62%68%

10%10%4%

0% 0% 0%0%

10%

20%

30%

40%

50%

60%

70%

HighlySatisfied


Male

Female

Inference:

62 per cent of the male respondents and 68 per cent of the female respondents are

opinioned that the Scoo Bee day bags are attractive. 24 per cent of the male respondents

and 22 per cent of the female respondents are highly satisfied with the attractiveness of

the bags. But 4 per cent of the male respondents are not satisfied with this parameter.

Table 5.11

Service of ScooBee Day Bags retailers



Satisfied 52% 60%

Moderate 6% 2%

Dissatisfied 2% 0%



Figure 5.11

Service of ScooBee Day Bags retailers

40%38%

52%

60%

6%2% 2% 0% 0% 0%

0%

10%

20%

30%

40%

50%

60%

HighlySatisfied


Male

Female

Inference:

The table reveals that 52 per cent of the male respondents and 60 per cent of

the female respondents are satisfied with the service of scoo bee day retailers. 40 per cent

of the male respondents and 38 per cent of the female respondents are highly satisfied

with the service of the retailers. But 2 per cent of the male respondents are dis satisfied

with the service.

Table 5.12

Design of ScooBee Day Bags



Satisfied 32% 42%

Moderate 2% 3%

Dissatisfied 0% 0%



Figure 5.12

Design of ScooBee Day Bags

66%

55%

32%

42%

2% 3%0% 0% 0% 0%

0%

10%

20%

30%

40%

50%

60%

70%

HighlySatisfied


Male

Female

Inference:

The table reveals that 66 per cent of the male respondents and 55 per cent of

the female respondents are highly satisfied with the design of the bags. No respondents

are dissatisfied with the design.

Table 5.13

Shoulder Strain Reduction capacity of ScooBee Day Bags



Satisfied 32% 36%

Moderate 10% 12%

Dissatisfied 5% 6%



Figure 5.13

Shoulder Strain Reduction capacity of ScooBee Day Bags

53%

42%

32%36%

10%12%

5% 6%

0%4%

0%

10%

20%

30%

40%

50%

60%

HighlySatisfied


Male

Female

Inference:

From the table it was clear that 53 per cent of the male respondents and 42

per cent of the female respondents are highly satisfied with shoulder strain

reduction. Where as 5 per cent of the male respondents and 6 per cent of the

female respondents are dissatisfied with the shoulder strain reduction capacity of

the bags.

Table 5.14

Quality of material used in ScooBee Day Bags



Satisfied 12% 16%

Moderate 6% 9%

Dissatisfied 0% 0%



Figure 5.14

Quality of material used in ScooBee Day Bags

82%75%

12%16%

6% 9%

0% 0% 0% 0%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

HighlySatisfied


Male

Female

Inference:

From the table it was revealed that 82 per cent of the male respondents and 75

per cent of the female respondents highly satisfied with the quality of materials used for

scoo bee day bags. No respondents are marked as dissatisfied.

Table 5.15

Recommend to others about ScooBee Day Bags

Respondents Yes No

Male 50% 0%

Female 50% 0%


Figure 5.15

Recommend to others about ScooBee Day Bags

50%

50%

0%

0%

0% 10% 20% 30% 40% 50%

Yes

No

Female

Male

Inference

All respondents are ready to recommend this bags to other customers. This

shows their trust and satisfaction level of customers.

CHAPTER- VI

FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS

This study revealed that all the respondents are using branded items.

Most of the respondents are satisfied with the price of the scoobee day bags.46 per

cent of the male respondents and 36 per cent of the female respondents are

satisfied with the price of the bags. Its interesting to state that 16 per cent of the

male respondents and 24 per cent of the female respondents are not satisfied with

the price of the product

60 per cent of the male respondents and 50 per cent of the female respondents

were satisfied with the quality of the bags. No one marked as dissatisfied or

highly dissatisfied. 20 per cent of the male respondents and 10 per cent of the

female respondents are highly satisfied with the quality.

60 per cent of the male and female respondents are satisfied with the durability of

the bags. 10 per cent of the male respondents and 6 per cent of the female

respondents are highly satisfied with the durability of the bags. But it is noted that


dissatisfied with the durability of the product .

All respondents in the present study agreed about the availability of the bags.

The study was revealed that the female respondents are using scoo bee day bags

alternatively. 30 per cent of the female respondents are using bags for alternative

purpose where as it was very low in male respondents. Only 5 per cent of the

respondents are using this bags alternatively.

The major part of the respondents are selecting the bag because of its brand

name. 36 per cent of the male respondents and 32 per cent of the female

respondents are selecting the product on brand name. where as 28 per cent of the

male and female respondents are giving preference to brand image.


were got information through advertisement. This shows the influence of

advertisement in purchasing behavior.


opinioned that the Scoo Bee day bags are attractive. 24 per cent of the male

respondents and 22 per cent of the female respondents are highly satisfied with the

attractiveness of the bags. But 4 per cent of the male respondents are not satisfied

with this parameter.


satisfied with the service of scoo bee day retailers. 40 per cent of the male

respondents and 38 per cent of the female respondents are highly satisfied with the

service of the retailers. But 2 per cent of the male respondents are dis satisfied

with the service.


highly satisfied with the design of the bags. No respondents are dissatisfied with

the design.


highly satisfied with shoulder strain reduction. Where as 5 per cent of the male

respondents and 6 per cent of the female respondents are dissatisfied with the

shoulder strain reduction capacity of the bags.


highly satisfied with the quality of materials used for scoo bee day bags. No

respondents are marked as dissatisfied.

All respondents are ready to recommend this bags to other customers. This shows

their trust and satisfaction level of customers.

SUGGESTIONS:

Suitable pricing strategies should be formed to attract more and more customers.

The company should retain the quality of materials and it should be well informed

to the customer in time.

As the company offers a durable product it should be properly communicated

among customers. It may help to attract prospective customers.

If company promotes the alternative use of bags more customers can be attracted.

So company should take necessary steps to redesign the product.

The company has to retain the brand image of the product. Any how the company

succeeded to propagate the brand image.

The company has to give advertisement consistently to retain all customers and to

invite prospective customers.

More incentives and offers should be given to retailers to create morale towards

the company.

If company conducts some proficiency test or offers any scholarship in school

level, it may attract the attention of more students and parents. And this

programmes should be well propagated through visual medias and news papers.

CONCLUSION

‘ A Study of customer satisfaction for school bags – a case study of Kitex Limited’ is

revealed that the level on customer satisfaction .

Most of the customers are satisfied with the price of Scoobee day bags . The

influence of advertisement occupies a vital role in purchasing Scoobee day bags . It

increases the purchasing power of the customers , through trust and satisfaction level of

customers .

The investigation tries to found out the level of customer satisfaction and

awareness about the Scoobee day bags in the society . The result will show the

effectiveness of Scoobee day bags among the customers

All of the objectives satisfy the effectiveness of Scoobee day bags in society .

Documents

A Study on Customer Satisfaction for School Bags a Case Study of Kitex Limited(2)