PLANNING TO MAKE A TISSUE WITHOUT AN ISSUE:

TIN TISSUE

A SUMMER INTERNSHIP REPORT

Submitted by

V.ISHWARYA

1713031

in partial fulfillment of Summer Internship for the award of the degree

of

POST GRADUATE DIPLOMA IN BUSINESS ADMINISTRATION

THIAGARAJAR SCHOOL OF MANAGEMENT

PAMBAN SWAMY NAGAR, THIRUPARAKUNDRAM
MADURAI-625005

AUGUST- 2018
 CERTIFICATE

Certified that the summer internship project report “PLANNING TO MAKE A

TISSUE WITHOUT AN ISSUE: TIN TISSUE” is the bonafide work of “
V.Ishwarya, 17173031” PGDM in THIAGARAJAR SCHOOL OF
MANAGEMENT MADURAI carried out under my supervision during April to
August 2018.

Place: Madurai.
Date:
Dr. Nalini G.S
Assistant Professor
(Faculty Guide)

i
ii
 DECLARATION

I certify that

a. The work contained in this Summer Internship Programme is original and has been done
by myself under the general supervision of my Industry and Internal supervisors.
b. The work has not been submitted to any other Institute for any degree or diploma.
c. I have followed the guidelines provided by the Institute in writing the report.
d. I have conformed to the norms and guidelines given in the Ethical Code of Conduct of
the Institute.
e. Whenever I have used materials (data, theoretical analysis and text) from other sources,
I have given due credit to them by citing them in the text of the thesis and giving their
details in the references.
f. Whenever I have quoted written materials from other sources, I have put them under
quotation marks and given due credit to the sources by citing them and giving required
details in the references.

V.Ishwarya

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 ACKNOWLEDGEMENT

I put forth my heart and soul to thank the management of Victorious 5, Chennai for giving me
the golden opportunity to pursue my summer internship with them.

I also extend my deep sense of gratitude to Mr. P. Venkatesh, Managing Director of Victorious5, Chennai
for giving me the opportunity to undertake my internship program. I am also thankful Mr. Karthick, HR
for giving me his valuable suggestions, constant encouragement and constructive criticism at every step
of my internship.

I sincerely thank Prof .Dr. M. Selvalakshmi, Principal, Thiagarajar School of Management Madurai for
her encouragement, for her encouragement and Prof. Dr. Nalini for providing guidance and valuable ideas
which helped me to complete this project successfully.

Finally, I extend my heartfelt thanks to you all for all the members who helped and supported me to do
this internship.

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Contents
CERTIFICATE .............................................................................................................................. i
DECLARATION.......................................................................................................................... iii
ACKNOWLEDGEMENT ........................................................................................................... iv
CHAPTER 1-INTRODUCTION ............................................................................................... vii
CHAPTER 2-LITERATURE REVIEW ................................................................................. viii
CHAPTER 3-ORGANIZATION PROFILE ............................................................................ xv
3.1VICTORIOUS 5 ............................................................................................................................... xv
3.2 UNIQUENESS OF THE COMPANY ........................................................................................... xv
CHAPTER 4-RESEARCH METHODOLOGY ..................................................................... xvi
4.1 SCOPE OF THE STUDY ...............................................................................................................xvi
4.2 OBJECTIVE OF THE STUDY .....................................................................................................xvi
4.3 SOURCE OF DATA .......................................................................................................................xvi
4.4 INSTRUMENTS FOR DATA COLLECTION........................................................................... xvii
4.4.1 INTERVIEW SCHEDULE:................................................................................................... xvii
4.5 RESEARCH METHODS .............................................................................................................. xvii
4.5.1 SAMPLE SURVEY: ............................................................................................................... xvii
4.5.2 SAMPLING TECHNIQUE: .................................................................................................. xvii
4.5.3 SAMPLE SIZE: ...................................................................................................................... xvii
4.5.4 TOOLS USED: ........................................................................................................................ xvii
4.5.5 TECHNIQUE USED: ............................................................................................................. xvii
4.5.6 CHI-SQUARE TEST:............................................................................................................ xviii
4.5.7 SKEWNESS AND KURTOSIS: ........................................................................................... xviii
4.5.8 RELIABILITY TEST: .......................................................................................................... xviii
4.5.9 REGRESSION: ...................................................................................................................... xviii
CHAPTER 5-ANALYSIS AND INTERPRETATION .......................................................... xix
CHAPTER 6- FINDINGS, SUGGESTIONS AND CONCLUSION ................................. xxxvi
6.1 FINDINGS ................................................................................................................................... xxxvi
6.2 SUGGESTIONS .......................................................................................................................... xxxvi
6.3 LIMITATIONS ........................................................................................................................... xxxvi
6.4 CONCLUSION .......................................................................................................................... xxxvii
ANNEXURE ................................................................................................................................. xl
QUESTIONNAIRE...................................................................................................................... xl

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 LIST OF TABLES
TABLE NO TABLE NAME PAGE NO
5.1 Gender Dispersion of Respondents 15
5.2 Age Dispersion of Respondents 16
5.3 Occupation Dispersion of the Respondents 16
5.4 Car Models of the Respondents 17
5.5 Tissue users 17
5.6 Brand Usage Dispersion of the Respondents 18
5.7 Reason for choosing the brand 18
5.8 Purpose of Using the Brand 19
5.9 Best Position for Placing tissues 20
5.10 Preference of the Tissue Users 20
5.11 Outlook of using tissues 21
5.12 Frequency of using tissues 21
5.13 Advantages of using tissues 22
5.14 Disadvantages of using tissues 23
5.15 Adaptability to new brand 23
5.16 Usage frequency and Gender 24
5.17 Usage frequency and age 24
5.18 Age and Purpose of the users 25
5.19 Gender and Purpose of the users 25
5.20 Occupation and Tissue Paper users 26
5.21 Cross Tabulation 26
5.22 Brand name and the reason for choosing the brand 26
5.23 Brand name and outlook 27
5.24 Mean Table 28
5.25 Reliability table 28
5.26 Regression table 30

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 CHAPTER 1-INTRODUCTION

The nature of the tissue paper production is lesser when compared to the other countries because
the people who are using tissues are less. But due to the increase in the modernization and
decrease in the urbanization, the production of the tissue is increasing in India. The other
important factor is that there is an increase in the tourism as well. At the same time, the paper
production will lead to the destruction of many trees. But nowadays, toilet paper of many brands
is now made from recycled paper (Summit Khanna, 2016). The consumption trend of tissue
paper products in the metro cities is very different from the smaller cities and towns in India.
Rural India mainly consumes MG poster (also called hard paper) in its paper napkins. Though
this quality of paper is not at all absorbent to water, it is still extensively used here because of the
cost factor. But the toilet paper business is also receiving a boost from the surge in visitors, as
demand for rolls has grown from hotels (Kyodo, 2017). Government statistics show domestic
sales of toilet paper have been moving in sync with the number of foreign visitors to Japan over
the past several years. The value of toilet paper sales has increased for four consecutive years
since 2014.

The purpose of the project is to understand the consumer’s attitude and their issues towards the
tissue paper products. This study provides the good insights before launching any new product so
that the company will target the correct consumer segment. The targeting consumers is to be find
out by making the analysis on the consumer’s frequency of usage and their purpose of the usage.
The advantages and the disadvantages faced by the consumers during their usage is also
collected to rectify the new product before launching. The tissues are otherwise known as
napkins. Tissues are the light paper like material which is highly preferred for the hygiene
purpose. There are many properties to be preferred by the consumers before the usage. Some of
them are thickness, smoothness, absorbency, strength and its stretch.

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 CHAPTER 2-LITERATURE REVIEW

The main purpose of reviewing papers here is to know how the customer can be satisfied
and many of the papers gives the company to have the idea in the manufacturing of the tissues.
This helps me to understand the marketing techniques should be done for a new project and to
gain profit especially which factor affects the customer satisfaction and customer loyalty. This
also helps to know the technologies used in the manufacturing of the tissues.

Trokhan (1984) proved that the multiplies are having greater than ten percent elongation at the
rupture values. The multiply product is having more advantages and quality relatively compared
to the single ply. This multiply tissues is having high tensile energy absorption (TEA); high
liquid absorbency; and preferably high tensile strength and it is preferably useful for the spill and
wipe up usage. An extensible multi-ply product is provided which comprises two extensible plies
having at least ten percent extensibility in a primary direction and sufficiently different
stress/strain properties. The primary direction is preferably the machine direction, and the Multi-
Dimensional elongation at rupture of one ply is preferably from about eighty to about one-
hundred-twenty percent (80-120%) of the other ply; and, more preferably, from about ninety to
about one-hundred-ten percent (90–110%) of the other ply; most preferably when wet.

Osborn, III (1984) incorporated a nitrogenous cationic debonding agent into the dried web.
These materials include quaternary ammonium salts such as trimethyl cocoammonium chloride,
trimethyloleyl ammonium chloride, dimethyldi (hydrogenated-tallow) ammonium chloride and
trimethyl stearyl ammonium chloride. Still other water-soluble cationic resins are used in this
invention are the urea formaldehyde and melamine formaldehyde resins. These polyfunctional,
reactive polymers have molecular weights on the order of a few thousand. The more common
functional groups include nitrogen containing groups such as amino groups and methylol groups
attached to nitrogen.

Ostendorf (1987) created a new invention called the medicated lotion tissues which contains the
liquid medicinal component for reducing the cold symptoms and for soothing the skin. This is
specially manufactured for avoiding the irritation, inflammation and Soreness in the nasal area.
The lotion tissue eliminates the problems of prior medicated tissues by providing a source of

viii
lotion containing a medicinal component ; To effectively alleviate cold symptoms and soothe
irritated skin; To provide an improved means of delivering medicine to a user; To provide a more
stable carrier for highly volatile medicinal compounds such as menthol in order to extend the
product's shelf life; To provide even distribution of the medicinal component on the tissue; and
To economize the amount of lotion required.

Underhill et.al(1994) in his paper stated that the main condition required to maintain softness is
that the unembossed areas is about 1 to 40 in each square inch on the embossed surface of the
tissues. The number of pillows per square inch is from about 2 or 3 to about 10, still more
specifically from about 4 to about 7. In addition, the embossing intensity is preferably within the
range of from about 3 to about 25, more specifically from about 5 to about 20, and still more
specifically from about 5 to about 10. The bath tissues also has the embossed patterns but the
intensities are different so that the facial tissues are differentiated. Even when introducing the
new embossed facial tissues, the old quality factor of smoothness should be maintained so that it
will not spoil the new product.

Hollowel(1995) in his paper told that the profit chain states that the Customer Satisfaction is
linked to Customer Loyalty and then the customer loyalty is linked to Profitability. But this
research proved that these variables are related to one another and it is modified as Customer
Satisfaction has the direct relationship with Customer Loyalty and vice versa, then the customer
loyalty is linked with Profitability and vice versa. The customer satisfaction is created by the
perceived value of the customers by the perceptions and the expectations. The customer loyalty
is created by the satisfaction of the customer which in turn leads to the repurchase behavior and
word of mouth suggestions to the other persons. This research model will be further developed
by some other causality variables which will lead to the more correct accuracy prediction.

Oriaran et al.,(1995) modified the process of making paper by using the method of disclosed.
Usually the paper is manufactured by the suspending the cellulosic fibers of appropriate length in
the aqueous medium and the removal of the water or the drying process is carried out later.
Disclosure is the process where the absorbent creped cellulosic sheet having a high level of
surface perceived softness is produced. In this invention, the tensile strength of the product is
measured in the machine direction and cross-machine direction on an Instron tensile tester with

ix
the gauge length set to 4 inches. Tissue and toweling produced according to the present invention
have a more pleasing texture as measured by reduced values of either or both roughness or
stiffness modulus.

Kershaw et.al.,(1995) in his paper stated that Appearance, bulk, weight, compressibility,
firmness, texture and other qualities perceived as indicia of strength and softness are also
required. Many ways are known for producing soft tissues. Some employ premium-priced ultra-
fine fibers, such as eucalyptus, to achieve softness while others employ through air drying
processes which are known to be slow even for single ply products but are particularly costly for
multi-ply products. The present tissues may be foam formed using commonplace fibers, rapidly
dried in a conventional manner, then embossed achieving a combination of perceptible tactile
properties and strengths surpassing those expected from previously known tradeoffs involved in
production using lower cost fibers along with conventional high speed water forming and drying
techniques. This tissue is considered to have more softness when compared to the other but it
lacks stiffness in paper.

Klee (1997) stated that the Customer satisfaction with a company’s products or services is often
seen as the key to a company’s success and long-term competitiveness. In the context of
relationship marketing, customer satisfaction is often viewed as a central determinant of
customer retention.

Phan and Paul (1997) stated the new process of making the tissue papers. The process
comprises a first step of forming an aqueous papermaking furnish from the above-mentioned
components. The second and third steps in the basic process are the deposition of the
papermaking furnish onto a foraminous surface such as a Fourdrinier wire and removal of the
water from the deposited furnish. An alternate process involves the use of the furnish containing
the aforementioned components in a papermaking process which will produce a pattern densified
fibrous web having a relatively high bulk field of relatively low fiber density in a patterned array
of spaced zones of relatively high fiber density.

Vinson et al.,(1997) stated that the creeping process only determines the variation in the
properties so that it should be modified for the change in the basis weight, thickness, strength,

x
sheet size, dispensing medium, etc. The wood pulps are naturally taken and it is used. To avoid
the more usage of the natural resources and for the recycling the chemi-mechanical pulps are
recycled. The wood pulps in the tissues results in the high coarseness results in the roughness
and the loss of velvety feel. But the new mechanical fiber invention will result in the high
coarseness with the velvety feel due to the non- cellulosic components. The main advantage in
this is that we can also recycle the used products and the wooden pulps are easily replaced with
the less costlier product like the chemi- mechanical pulps.

Wiley (1997) in his paper stated the service related quality perceptions are broadened for the
following three, Competition for the product updating is important; The customer’s level of
involvement has to be considered.; The quality construct has to be differentiated on the basis of
changes of the customer’s internal expectation standard. In between the customer satisfaction
and the relationship marketing there exists a barrier called the quality. The quality factor will
affect the retention. The quality is directly proportional to the retention. The perceptions may be
very different depending upon the quality. The customer relationship quality is the three
dimensional variable which describes the customer’s product- or service-related quality
perception, the customer’s trust, and his or her relationship commitment. The relationship
marketing is the output of the retention process.

Goldman et al.,(1998) has been discovered that treating tissue with a non-cationic surfactant
results in significant improvement in the tissue paper's tensile/softness relationship relative to
traditional methods of increasing softness. That is, the non-cationic surfactant treatment of the
present invention greatly enhances tissue softness. It has been proved that tissue paper having a
basis weight of from about 10 to about 65 grams per square meter, and density of about 0.6
grams or less per cubic centimeter comprising cellulosic fibers, an effective amount of an alkyl
glycoside surfactant, an effective amount of alkyl glycoside surfactant being from about 0.01%
to about 2.0% alkyl glycoside surfactant based on the dry fiber weight and an effective amount
of a starch binder material, said effective amount of starch being from about 0.01% to about
2.0% based on the dry fiber weight.

Lin et.al.,(1999) stated that, new type of winding results in the uniformity in the sheet basis
weight and in the machine stretch. To make the tissue perfectly wound, the tension of the

xi
machine is controlled by the differentiating the speed in the machine. The winding is particularly
done to avoid the creepiness and wrinkles in the tissues so that the smoothness and the quality
should be maintained. This research claimed that the following specifications will avoid the
problems in the conventional methods. A parent roll of tissue having a diameter of about 70
inches or greater, wherein the tissue taken from the roll has a bulk of 9 cubic centimeters or
greater per gram, a finished basis weight coefficient of variation of about 2 percent or less and a
machine direction Stretch coefficient of variation of about 6percent or less.

Haemoon Oh (1999) in her enhanced research model stated that Customer satisfaction is the
direct measurement of the disconfirmation. Customer value is measured only after the result of
the perceptions and expectations. Perceived performance and satisfaction and their relationship
with customer value, repurchase intention, and word-of-mouth communication factors are
included in the research model to provide more analysis towards the customer decision making
process. Perceived price is having the negative impact over the customer value. Ambiguity in
measuring the customer value still prevails but ignoring the customer value may cause lowered
customer satisfaction and reduced repurchase behavior.

Wiley (2000) in his paper stated the three factors which will affect the product choice before the
decision making. They are as follows, satisfaction is a function of expectations, perceived
performance, and disconfirmation; intention to repurchase is a function of consumer satisfaction
and switching barriers; and choice is a function of expectations and intention to repurchase.
These relationships are integrated in a conceptual model called the Satisfaction-Based Repeat
Purchase Behavior model. There are some other external factors which will affect the above
functions. The satisfaction will also be affected by the brand value and the premium value or the
loyalty towards the brand. The intention to repurchase will also be affected by the attitude that
makes the customers to act beyond the expectations. So creating a value towards the product by
altering the products in such a way to satisfying the future demands also plays a significant role.

Christopher (2000) in his paper told that the Customer experience management captures
different attributes that is it captures and distributes what the customer thinks about the company
at the point of customer interactions and touch points. It can be monitored using surveys,
targeted studies, observational studies that is particularly known as the voice of the customers.

xii
This information was particularly used by the business or functional leaders inorder to create
fulfill able expectations and better experiences with products and services. It will reduce the gaps
between expectations and the experience.

HailWood et.al., (2003) developed a new framework to identify the platform and the capabilities
of the customer interactions. The customer interactions platform contains premise, wireless,
phone, web, correspondence and the field. Then the customer interactions would include the
customer data acquisition, campaign execution, selling and billing, customer service, and the
field service. Then comes the new method for the customer relationship management which
includes content management, customer data governance and customer content. The customer
insights is only collected by the marketing research, needs assessment, packaging, optimization
and development. This is very important to follow the above things because there is a
fundamental change happening between the sellers and the consumers and nowadays the buying
power of the customer is more.

Sukeda et.at., (2003) developed a new recurrence formula is used for representing the
relationship between the customer's purchase data and a value representing his or her buying
habit (a degree of customer loyalty), i.e. a Score. This enables a Score value to be calculated just
from the previous result and the most recent purchase data. Usually the smart cards are used to
store the customer related information regarding the purchase and this will also help them to do
the customer data analysis.

Dawson et.al., (2006) told that, the buying behavior is influenced by the set of attributes. In
designing marketing strategy for clothes, managers should take the fact that the society’s culture
is one of the most fundamental determinants of a person’s want and behavior. All human life is
experienced at two levels: The Internal and the Collective. The internalized level of experience
includes biological, psychological, and social factors that are more or less complex and are
unique to the individual. This experience includes the formation of personal values which are the
ideals or standards that guide human preferences and decisions. In collective terms, social values
surround the person and represent the standards and principles of what in the greater society is
generally considered “good” and “desirable.”

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Giloba (2009) in his paper recognized four different mall experiences; Seductive- Impulse
buying, Interactive museum- Exploration, Social arena- Socialising, Functional- Planned
Purchase. In the retail market, atmospherics plays an important role which includes the physical
appearance, color, scent and the overall ambience and the emotions attached to the ambience.
Consumption experience is emotion. Emotions and motivations associated with fun, fantasy,
flow, freedom, and escapism have been identified as defining the hedonic consumption
experience. Customers at shopping malls experience higher levels of hedonic emotions such as
pleasure, joy, arousal, expectancy and surprise compared to customers in other retail types.

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 CHAPTER 3-ORGANIZATION PROFILE
3.1VICTORIOUS 5

Victorious 5 work towards in fulfillment of overwhelming demand for Indian products in world
market. V5 exports have highly qualified and dedicated team of professionals to ensure quality
of goods and services delivered to the customers on time. They believe in maintaining the long
term relationship with their esteemed customers by offering them unique quality products. They
have contract farming agreements with farmers to ensure that they will supply fresh fruits and
vegetables, spices and spice powders, Garments, Rice, Nuts and Auto components. They are the
manufacturers of Tissue papers and papads.

3.2 UNIQUENESS OF THE COMPANY

 They Are Customer Centric, Humble And Are Committed To Work

 High Set International Quality Standards
 Understanding Customer’s Specific Needs
 Competitive Pricing
 Timely Shipments

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 CHAPTER 4-RESEARCH METHODOLOGY

Research methodology process includes a number of activities to be performed. These are

arranged in proper sequence of timing for conducting research. One activity after another is
performed to complete the research work. Research methodology includes the following steps:

4.1 SCOPE OF THE STUDY

Victorious 5 is the company which wants to diversify their business by introducing a new
product which is not related to the company’s previous function. It is important for them to know
about the competitor’s points of parity and points of differentiation. So it helps them to develop
their new product in the consumer’s point of view because it will helps them to develop a
marketing strategy.

4.2 OBJECTIVE OF THE STUDY

The following are the key objectives of this study:

 To study the socio demographic variables of the respondents.
 To examine the most important variable contributing to the overall satisfaction of the
respondents.

4.3 SOURCE OF DATA

For this study purpose, the primary data collection is preferred. The primary data was collected
directly from the public owing car in parts of Chennai. This will result in the following
advantages:

 Primary data is original and it is more relevant to the studies when compared to the
secondary data
 Reliability of the primary data is high

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4.4 INSTRUMENTS FOR DATA COLLECTION

4.4.1 INTERVIEW SCHEDULE:

Interview schedule was used to collect data from the respondents who are residing at different
parts of Chennai.

4.5 RESEARCH METHODS

4.5.1 SAMPLE SURVEY:

Sample Survey method is used to collect primary data. This method takes a lot of time, efforts
and money but the data collected are of high accuracy, current and relevant to the topic.

4.5.2 SAMPLING TECHNIQUE:

Convenience and snow ball sampling techniques are used to collect the responses. Both the
samplings are the non-probability sampling techniques in which the respondents are identified
through referees and known persons.

4.5.3 SAMPLE SIZE:

Sample size refers to the number of respondents. This survey includes 91 respondents.

4.5.4 TOOLS USED:

The tool used to analyze the collected data is SPSS

4.5.5 TECHNIQUE USED:

The technique used to analyse the date are frequency distribution, Chi-square test, skewness,
Kurtosis, reliability test and regression test.

xvii
4.5.6 CHI-SQUARE TEST:

Chi-square test helps to know the dispersion of data among the two variables, which also implies
the significant relationship that exist between two non-parametric variables.

4.5.7 SKEWNESS AND KURTOSIS:

Skewness is a measure of symmetry, or more precisely, the lack of symmetry. A distribution, or

data set, is symmetric if it looks the same to the left and right of the center point. Kurtosis is a
measure of whether the data are heavy-tailed or light-tailed relative to a normal distribution.

4.5.8 RELIABILITY TEST:

Cronbach's alpha is a measure of internal consistency, that is, how closely related a set of items
are as a group. It is considered to be a measure of scale reliability.

4.5.9 REGRESSION:

Regression analysis is a set of statistical processes for estimating the relationships among
variables.

xviii
 CHAPTER 5-ANALYSIS AND INTERPRETATION

Victorious 5 company has developed a new product and it is ready for the launch. The new
product is the “Tin Tissue”. This was specially designed for the general purpose in cars, make up
removal for the working women and for the personal hygiene. The survey was conducted and the
responses are collected from the 91 respondents who are all the existing car users using non-
probabilistic sampling. The survey was mainly taken to analyze the competitors, advantages and
disadvantages of using the existing tissue products. The survey questions are designed in that
order. They have also collected the user attitude towards the following price, brand name,
advertisement and attractive pricing. The company wants to know whether they satisfy the
customer with the new upcoming product. The following analysis was based on the primary data
which is the raw data collected through survey questionnaire.

GENDER OF THE RESPONDENTS

Table 5.1: Gender Dispersion of Respondents

Gender Frequency Percentage

Male 68 74.7
Female 23 25.3
Total 91 100
Source: Primary Data
From the above table 5.1, it has been observed that the gender dispersion of using the car owners
among 91 respondents. Out of the total respondents, 74.7% of them are male and 25.3 % of them
are female.

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AGE OF THE RESPONDENTS

Table 5. 2: Age Dispersion of Respondents

Age Frequency Percentage

25 Years and below 9 9.9

25-35 years 40 44.0
35-45 years 38 41.8
Above 45 years 4 4.4
Total 91 100
Source: Primary Data
Table 5.2 represents the dispersion of age in existing users among 91 respondents. The age is
measured in ordinal of which 40% of the sample represent 25-35 years. This confirms the
representation of the sample respective to 35- 45 years is 38 % which is more or less equal, the
results of the further analysis overall may represent effectively.

OCCUPATIONS OF THE RESPONDENTS

Table 5.3: Occupation Dispersion of the Respondents

Occupation Frequency Percentage

Student 10 11
Self-employed 18 19.8
Professional 6 6.6
Salaried 39 42.9
Senior Citizen 16 17.6

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House Wife 2 2.2
Total 91 100
Source: Primary Data
From the above table 5.3, the majority of the population is covered by salaried which is 42.90%
and the self-employed is of 19.8%, the next majority is Senior citizens which is of 17.6% and
students covers 11% and the professional and housewife contains very less majority which is of
6.6 % and 2%.

TYPE OF THE CARS USED BY THE RESPONDENTS

Table 5.4: Car Models of the Respondents

Car models Frequency Percentage

SUV 18 19.8
Sedan 38 41.8
Hackback 33 36.3
Van 2 2.2
TOTAL 91 100
Source: Primary Data
From the above table 5.4,it is found that the majority of the population is using sedan which is of
41.8% followed by Hack Back which is 36.3% and SUV occupies the third largest which is of
19.8% and Van which is of 2.2 %.

TISSUE PAPER USERS

Table 5.5: Tissue Users

Users Frequency Percentage

Yes 77 84.6
No 14 15.4
Total 91 100

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Source: Primary Data
From the above table 5.5,it is found that 84.6% people are using tissue papers in car and 15.4 %
are not using the tissue papers while driving.

BRAND NAME
Table 5.6: Brand Usage Dispersion of the Respondents

Brand name Frequency Percentage

Premier 52 65.8
Kleenex 9 11.4
Origami 2 2.5
Others 16 20.3
Total 77 100
Source: Primary Data
From the above table 5.6, in the population the majority of people are using the premier brand
which is of 65.82% followed by the others which is of 20.3% and the Kleenex is 11.4 and the
origami is preferred by 2.5%.

REASON FOR CHOOSING THE BRAND

Table 5.7: Reason for choosing the brand

Reason Frequency Percentage

Price 15 19.5
Brand Name 5 6.5
Advertisement 14 18.2
Attractive Packaging 35 45.5
Price and Brand name 1 1.3
Price and advertisement 1 1.3
Advertisement & Attractive Packaging 6 7.8

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Total 77 100
Source: Primary Data
From the above table 5.7, it is found that the attractive packaging plays a major role in the
buying behavior. This can be found from the above table that the reason for choosing the brand is
for attractive packaging which is 45.5%, the second factor is price which is of 19.5%, the next
factor is advertisement which is of 18.2% followed by advertisement and packaging which is of
7.8%, and the next factor is brand name which is of 6.5%.

PURPOSE OF USING THE PARTICULAR BRAND

Table 5.8: Purpose of Using the Brand

Purpose Frequency Percentage
Spills 2 2.6
Cleaning Oil Face 21 27.3
Sweating 25 32.5
None 1 1.3
Spills and cleaning oil face 6 7.8
Cleaning and sweating 1 1.3
Spills and sweating 15 19.5
All of above 6 7.8
Total 77 100
Source: Primary Data
From the above table 5.8, it is found that the majority of people are using the tissues for cleaning
the face and sweating. The majority of them was using the tissues for sweating which is of
32.5%, followed by cleaning the oily face which is of 27.3 % , the third major usage is for the
spills and the sweating while driving which id of 19.5%.

xxiii
BEST POSITION FOR HOLDING THE TISSUES

Table 5.9: Best Position for Placing tissues

Position Frequency Percentage

Front Dashboard 54 69.2
Rear Dashboard 10 12.8
Box in the dashboard 3 3.8
In cup holder 5 6.4
Front and rear 3 3.8
Front and box in the dash board 2 2.6
Rear and the box in the dash board 1 1.3

Total 78 100.0
Source: Primary Data
From the above table 5.9, it is found that most of the people are placing the tissue papers in the
front dashboard which is of 69.2% followed by the Rear end which is of 12.8% and the people
who are placing the tissues in the cup holder is of 6.4%, the people who are placing the tissues in
the box in the dash board and in the front dashboard which is of 7.6%.

TISSUE PREFERENCE

Table 5.10: Preference of the Tissue Users

Dry/wet Frequency Percentage

Dry 72 93.5
Wet 2 2.6

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 Both 3 3.9
Total 77 100.0

Source: Primary Data

From the above table 5.10, it is found that most of the people prefer dry tissues while driving the
car which is of 93.5 % and wet is of 2.6% and both is of 3.9%.

LOOK AND FEEL

Table 5.11: Outlook of Using the Tissues

Look and feel Frequency Percentage

Decorative 21 27.3
Luxury 34 44.2
None 20 26.0
Both 2 2.6
Total 77 100.0
Source: Primary Data
From the above table 5.11, it is found that the luxury factor is affecting them to keep the tissue
papers in car which is of 44.2%. The percentage of people looking for the decorative look is 27.3
and both is of 2.6% and the people who are looking for the purpose is 26%.

FREQUENCY OF THE USAGE

Table 5.12: Frequency of the usage

Frequency of the usage Frequency Percentage

1-5 times 66 85.7
5-10 times 4 5.2
more than 10 times
7 9.1

Total 77 100.0
Source: Primary Data

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From the above table, it is found that the majority of population is using the tissues 1-5 times
during a drive which is of 85.7%, 5-10 times is of 5.2% and more than 10 times is of 9.1%.

ADVANTAGES OF USING TISSUES

Table 5.13: Advantages of using Tissues

Advantage Frequency Percentage

Personal hygiene 21 27.3
Place hygiene 5 6.5
Personality outlook 39 50.6
Personal hygiene and place hygiene 6 7.8
Personal hygiene and Personality outlook 5 6.5
Place hygiene and Personality outlook 1 1.3
Total 77 100.0
Source: Primary data
From the above table 5.13, it is found that personality outlook is the factor influencing the
majority of the people which is of 50.6%, the personal hygiene is of 27.3%, the personal hygiene
and the place hygiene which is of 7.3%, the persons considering personal hygiene and
personality outlook is of 6.5%.

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DISADVANTAGES FACED WHILE USING TISSUES

Table 5.14: Disadvantages faced while using tissues.

Disadvantage Frequency Percentage

Extremely brittle 9 11.7
Sheet size is small 22 28.6
Pulls are minimal 15 19.5
Waste disposal 3 3.9
Fragrance 1 1.3
None 20 26.0
Extremely brittle and sheet size is small 3 3.9
Small sheet size and minimal pulls 1 1.3
Minimal pulls and waste disposal 2 2.6
Small sheet size and waste disposal 1 1.3

Total 77 100.0
Source: Primary Data

From the above table 5.14, it is found that the disadvantage faced by the population is the small
sheet size which is of 28.6% followed by none which is 26%, the disadvantage facing the pulls
are minimal is of 19.5%. The above factors are the major factors which are affecting the
disadvantage.

ADAPTABILITY TO NEW BRAND

Table 5.15: Adaptability to new brand

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 Adaptability Frequency Percentage
Yes 90 98.9
No 1 1.1
Total 91 100.0
From the above table 5.15, it is found that 98.9% of population are willing to change the new
brand.

RESEARCH QUESTION:

What is the consumer socio demographic purchase pattern underlying in choosing the tissues?

Ha1: There is a significant association between usage frequency and gender.

Table 5.16: Usage and Gender

Chi-square Test Chi-square P-value

Pearson Chi-Square 3.636 .162
N of Valid Cases 77

To prove this hypothesis Chi-square (Chi-square test helps to know the dispersion of data among
the two variables, which also implies the significant relationship that exist between two non-
parametric variables) test is employed. The chi-square table exhibits the value of 3.626 (df=2),
the p level here is more than 0.05 (p=0.162). This implies there is no significant association (In
dispersion) between gender of the customers and usage frequency.

Ha2: There is a significant association between usage frequency and age.

Table 5.17: Usage frequency and Age

Chi-square tests Chi-square P-value

Pearson Chi-Square 8.394a .211
N of Valid Cases 77

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To prove this hypothesis Chi-square (Chi-square test helps to know the dispersion of data among
the two variables, which also implies the significant relationship that exist between two non-
parametric variables) test is employed. The chi-square table exhibits the value of 8.394 (df=6),
the p level here is more than 0.05 (p=0.211). This implies there is no significant asociation( In
dispersion) between age of the customers and usage frequency.

Ha3: There is a significant association between the age and the purpose of the usage.

Table 5.18: Age and Purpose of the users

Chi-square tests Chi square P-value

Pearson Chi-Square 27.789 .146
N of Valid Cases 77

To prove this hypothesis Chi-square (Chi-square test helps to know the dispersion of data among
the two variables, which also implies the significant relationship that exist between two non-
parametric variables) test is employed. The chi-square table exhibits the value of 27.789 (df=21),
the p level here is more than 0.05 (p=0.146). This implies there is no significant association (In
dispersion) between age of the customers and purpose of the usage

Ha4: There is a significant association between the gender and the purpose of the users.

Table 5.19: Gender and Purpose of the users

Chi-square tests Chi square P-value

Pearson Chi-Square 10.524a .161
N of Valid Cases 77

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To prove this hypothesis Chi-square (Chi-square test helps to know the dispersion of data among
the two variables, which also implies the significant relationship that exist between two non-
parametric variables) test is employed. The chi-square table exhibits the value of 10.524 (df=7),
the p level here is more than 0.05 (p=0.161). This implies there is no significant association( In
dispersion) between gender of the customers and purpose of the usage.

RESEARCH QUESTION:

What is the user’s disposition with the other investigated variables?

Ha5: There is a significant association between the occupation and the tissue paper users.

Table 5.20: Occupation and Tissue Paper users

Chi-square tests Chi-square P-value

Pearson Chi-Square 3.743a .587
N of Valid Cases 91

To prove this hypothesis Chi-square (Chi-square test helps to know the dispersion of data among
the two variables, which also implies the significant relationship that exist between two non-
parametric variables) test is employed. The chi-square table exhibits the value of 3.743 (df=5),
the p level here is more than 0.05 (p=0.587). This implies there is no significant association ( In
dispersion) between occupation of the customers and tissue paper users of the usage.

Ha6: There is a significant association between brand name and the reason for choosing the
brand.

Table 5.20: Cross tabulation

Price& Price Ad&

Brand name Price Brand Advertisement Packaging brand &ad packaging
premier 8 3 12 22 0 1 4
xxx
 kleenex 0 2 0 6 0 0 1
Origami 0 0 1 1 0 0 0
Others 7 0 1 6 1 0 1
Total 15 5 14 35 1 1 6

Table 5.21: Brand name and Reason

Chi-square tests Chi-square P-value

Pearson Chi-Square 22.675a .203
N of Valid Cases 77

To prove this hypothesis Chi-square (Chi-square test helps to know the dispersion of data among
the two variables, which also implies the significant relationship that exist between two non-
parametric variables) test is employed. The chi-square table exhibits the value of 22.675 (df=18),
the p level here is more than 0.05 (p=0.203). This implies there is no significant association (In
dispersion) between brand name of the customers and reason for using the brand.

HYPOTHESIS07:

There is a significant association between brand name and the outlook.

Table 5.23: Brand name and Outlook

Chi-square tests Chi-square P-value

Pearson Chi-Square 14.886a .049
N of Valid Cases 77

To prove this hypothesis Chi-square (Chi-square test helps to know the dispersion of data among
the two variables, which also implies the significant relationship that exist between two non-
parametric variables) test is employed. The chi-square table exhibits the value of 14.886 (df=9),
the p level here is less than 0.05 (p=0.049). This implies there is a significant association (In
dispersion) between brand name of the customers and the outlook. The above analysis is used to
know about the attitude and the buying behavior of the existing tissue users.

xxxi
 The company decided to do another survey after the product was launched to know about the
customer’s reaction about the product. This would help them to know about the price selection
and for the future up gradation. This was conducted with the same persons who was answered
previously. There are steps involved in validating interval and ratio scales.

To check the skewness and kurtosis of the investigated variables.

STEP1:

Table 5.24: Mean Table

Size and Overall

Statistics Design Shape Portability Quality Price Rating
Mean 4.7802 4.1758 4.4835 4.2418 2.9231 4.5055
Std. Deviation .41639 .76874 .73579 .75042 .81963 .62135
Variance .173 .591 .541 .563 .672 .386
Skewness -1.376 -.314 -1.054 -.431 .144 -.874
Std. Error of Skewness .253 .253 .253 .253 .253 .253
Kurtosis -.109 -1.236 -.340 -1.101 -1.497 -.227
Std. Error of Kurtosis .500 .500 .500 .500 .500 .500

From the above table, it is clear that, the parametric variables lies within the range of -1.96 to
+1.96, assuming 95% confidence interval.

STEP2:

xxxii
To check that the data of the investigated variables is free from random error. (To check the
reliability)

Table 5.25: Reliability Value

Cronbach's Alpha N of Items

.792 7

As it can be observed from the above table, Cronbach's α = 0.792; which infers the data is free
from random error respective to threshold value (0.75). This validates the reliability of the scale
for further examination.
Ha8:
There is a significant relationship between overall satisfaction with design, size and shape,
portability and comfort ability, quality, price. The 5 variables significantly predicts the overall
satisfaction score.
GENERIC REGRESSION EQUATION:
Y=λ +C1 x1+C2 x2+e1
Y=dependent variable
λ= constant
x1, x2= independent variables
e1=error term
c1, c2- coefficients of x1 and x2
PROPOSED MODEL FOR HYPOTHESIS AND THE OBJECTIVE 7:
1) MATHEMATICAL MODEL:
Overall satisfaction= λ +c1(design) +c2(size and shape)+c3(quality)+c4( portability and
comfortability) +c5(price) +e1

2) GRAPHICAL MODEL:

PRICE
H1
DESIGN
H2
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 OVERALL
QUALITY H3

H4
SIZE AND
SHAPE H5

PORTABILITY

Ha8(1): The price significantly affects the overall satisfaction score.

Ha8(2): The design significantly affects the overall satisfaction score.
Ha8(3): The quality significantly affects the overall satisfaction score.
Ha8(4): The size and shape significantly affects the overall satisfaction score.
Ha8(5): The portability significantly affects the overall satisfaction score.
ASSUMPTIONS OF REGRESSION:
1) The data should be statistically accepted that is Skewness and Kurtosis , reliability should
be satisfied.
2) Regression should be conducted only with parametric values, however, researchers have
employed ordinal data in the analysis. Nominal data can act as a control variable.

The output of the regression analysis is as below.

As seen from the above table, The significant level is p<0.05 which implies that the variance is
equally spread across the investigated variables.
Table 5.26: Regression Table

Unstandardized Standardized
Coefficients Coefficients
Regression B Std. Error Beta t Sig.
(Constant) -2.599 1.201 -2.165 .033
design .313 .179 .141 1.743 .085
portability and comfortability .248 .090 .234 2.768 .007
quality .594 .091 .546 6.494 .000
price .189 .096 .170 1.975 .051
size and shape .252 .087 .236 2.911 .005

xxxiv
From the analysis of regression, it can be observed that 5 variables significantly affects the
overall score. Among the five variables, quality is observed to have a high value of 0.546.

COMPUTED MATHEMATICAL MODEL:

Overall satisfaction =(0.141)design+ price(0.170)+ portability and comfortability (0.234)+ size

and shape(0.236)+quality(0.546)

Empirical proving model is as follows

PRICE
0.171
DESIGN
0.141
4 OVERALL
QUALITY 0.546

0.236
SIZE AND
SHAPE 0.234

PORTABILITY

xxxv
 CHAPTER 6- FINDINGS, SUGGESTIONS AND CONCLUSION

6.1 FINDINGS

 The majority of the population prefer dry tissue paper while driving.
 It is noted that the reason for using the tissue paper is diverse.
 There is no socio-demographic variable which will affect the buying behavior.
 There is a significant relationship between brand name and the outlook. This
indicates that people are more concerned in their personality outlook. They give
more importance to the appearance.
 There is not even a relationship exists between brand name and purpose
 The people attracts towards attractive packaging.
 Regression was done to find out the factors which are affecting dependent
variable that is overall rating. The price, design, size and shape, quality and
portability is affecting the overall score for the product.

6.2 SUGGESTIONS

 Even tough the peoples are more attractive towards the attractive packaging, the
pricing of the product is also important. The suggestion to the company is that the
pricing should be taken care inorder to increase the product preference in the
customer’s mind.
 Increase the product availability in the modern retail outlets so that it will create
the promotion to a new product
 As it is a new product, the emphasis should be given to sales and marketing.

6.3 LIMITATIONS

 This research is conducted in the parts of Chennai only.

 The survey II is conducted in the consumer’s assumptions so that the data will
reveal the true fact but it may not be a good representative.

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6.4 CONCLUSION

Understanding the consumers of the already existing products is the best way to know before the
new product launch. This study focuses on the market potential for the tissue paper products
within the targeted market. This study helps us to understand the advantages and the
disadvantages of the existing tissue products. It was held in the segment of the car users with
different age groups and different occupation to know about the best target segment. This study
also gives the overview for the hygiene segment. From the above study, we find the attitude of
the consumer towards the existing tissue paper users. The findings of this study helps the
company to understand the current market potential so that the company can launch the new
product in a very efficient way to attract consumers.

xxxvii
 References
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Rastogi, V. K., & Großmann, H. Dependence of softness perception on tissue physical properties and

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McQuitty, S., Finn, A., & Wiley, J. B. (2000). Systematically varying consumer satisfaction and its
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Washington, DC: U.S. Patent and Trademark Office.

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 Oriaran, T. P., Awofeso, A. O., Kershaw, T. N., Luu, P. V., Neculescu, C. M., & Huss, M. E. (1995). U.S.
Patent No. 5,399,241. Washington, DC: U.S. Patent and Trademark Office.

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xxxix
 ANNEXURE

QUESTIONNAIRE
1) Name: _________________________________

2) Gender:

Male Female

3) Age:

25 years and below 25-35 years 35-45 years Above 45 years

4) Occupation status:

Student Self Employed Professional Salaried

Senior citizen House wife

5) What type of car do you have?

SUV Sedan Hack back Van

6) Are you the user of tissue papers in car? Yes No

7) Which of the following product you buy?

Premier Kleenex Origami Others

8) Why you choose this brand?

Price Brand Name Advertisement Attractive Packaging

9) What is the purpose of using the tissue paper in a car?

Spills on your clothing while eating Cleaning oily face Sweating

10) Which is the best Place for the tissue box to be placed?

Front dashboard Rear dashboard Box in Dashboard In cup holder space

11) What type of tissue do you prefer while driving in a car ? Dry wipes Wet wipes

12) Are you keeping the tissue in a car for the following purposes?

Decorative look Luxury feel None of the above

13) How many times do you use tissue in a day?

1 -5 times 5-10 times More than 10 times

14) What are the advantages that you have gained using tissue in a car?

Personal Hygiene Place hygiene Personality outlook

15) What are the disadvantages that you have faced while using tissue in a car?

xl
 Extremely brittle Sheet size is small Pulls are minimal

Waste disposal Fragrance none

16) Will you prefer tissue paper whether it is portable and comfortable? Yes No

17) How much do you rate for the design?

-excellent -good -Moderate - bad - worst

18) How much do you rate for the size and shape?

-excellent -good -Moderate - bad - worst

19) How much do you rate for the portability and comfortableness?

-excellent -good -Moderate - bad - worst

20) How much do you rate for the quality in the tissue?

-excellent -good -Moderate - bad - worst

21) What do you think about your price?

-excellent -good -Moderate - bad - worst

22) What is the overall rating for the product?

-excellent -good -Moderate - bad - worst

23) Do you like this product?

Yes/No

xli