“ CONSUMER PERCEPTION, COMPETITIVE ANALYSIS AND DEALERS

PERCEPTION ON PARRYWARE ROCA”

A STUDY AT

Ogilvy Public Relations Worldwide

BY
GAVISH KUMAR B JAIN
I SEMESTER, MBA

GUIDE
PROF.VASANTHA

MAGNUS SCHOOL OF BUSINESS

EGMORE, CHENNAI-600008

52
 BONAFIDE CERTIFICATE

This is to certify that Mr. GAVISH KUMAR B JAIN is a bonafide student of

MAGNUS SCHOOL OF BUSINESS, doing full time MBA program 2009– 2011.
As a part of his curriculum, he did a project on “A Study Conducted On Behalf
Of O&M to Understand Consumer Perception, Competitive Analysis and
Dealers Perception on Parryware Roca”

Place: Prof. Dharmaraj

Date: (Academic Head)

MSB - Chennai

52
 GUIDANCE CERTIFICATE

The project report entitled “A Study Conducted On Behalf Of O&M to

Understand Consumer Perception, Competitive Analysis and Dealers
Perception on Parryware Roca” a study at Ogilvy Public Relations Worldwide,
is written by Mr. GAVISH KUMAR B JAIN under my guidance.

Place: Project Guide

Date: Prof.

52
 To Whomsoever It May Concern

5th February, 2009

This is to certify that Gavish Kumar B Jain from Magnus School of Business
has done his Organizational Project 1 with Ogilvy Public Relations’
Worldwide, Chennai for the period January 4th 2009 To February 5th 2009.
During this period Gavish Kumar B Jain has worked on one key project:

 Consumer Perception, Competitive Analysis and Dealers Perception on

Parryware Roca.

He has also actively participated in:

 Content Development of HI Magazine for Parryware Roca.

 Operational work for the client.

Gavish Kumar B Jain has been a keen learner and has shown good dedication
towards all the activities undertaken by him. He has completed the assigned
projects on time demonstrating meticulousness and aptitude. He has also
brought a great deal of enthusiasm to the work place. I wish him all the best
for his future endeavors.

Venkataramana Reddy
Client servicing
Ogilvy Public Relations’ Worldwide, Chennai

52
 ACKNOWLEDGEMENT

I sincerely thank to few people without whose support, guidance & encouragement, the project
could not have been completed.

52
TABLE OF CONTENTS

52
INTRODUCTION

52
 INTRODUCTION

PUBLIC RELATIONS

Public Relations- a promotion intended to create goodwill for a person or institutions image.

“Public Relation is a management function which tabulates public attitudes, defines the policies,
procedures and interest of an organization followed by executing a program of action to earn
public understanding and acceptance.”

Today “Public Relations is a set of management, supervisory, and technical functions that foster
an organization’s ability to strategically listen to, appreciate, and respond to those persons whose
mutually beneficial relationships with the organization are necessary if it is to achieve its
missions and values.”

Essentially it is a management functions that focuses on two-way communication and fostering

of mutually beneficial relationships between an organization and its publics.

52
THE INDUSTRY TODAY

Modern public relations uses a variety of techniques including opinion polling and focus groups
to evaluate public opinion, combined with a variety of high-tech techniques for distributing
information on behalf of their clients, including satellite feeds, the Internet, broadcast faxes, and
database-driven phone banks to recruit supporters for a client’s cause.

Although public relations professionals are stereotypically seen as corporate servants, the reality
is that almost any organization that has a stake in how it is portrayed in the public arena employs
at least one PR manager. Large organizations may even have dedicated communications
departments. Government agencies, trade associations, and other non-profit organizations
commonly carry out PR activities.

Public relations should be seen as a management function in any organization. An effective

communication, or public relations, plan for an organization is developed to communicate to an
audience (whether internal or external publics) in such a way the message coincides with
organizational goals and seeks to benefit mutual interests whenever possible.

As industry consolidation becomes more prevalent, many organizations and individuals are
choosing to retain “boutique” firms as opposed to so-called “global” communications firms.
These smaller firms typically specialize in only a couple of practice areas and thus, often have a
greater frequency, specialty firms often have stronger media contacts in the areas that matter
most to their clients. Added benefits of smaller, specialty firms include more personal attention
and accountability and as well, cost savings. This is not to say that smaller is always better, but
there is a growing consensus that specialty firms offer more than once considered.

52
COMPANY PROFILE

Ogilvy Public Relations Worldwide

52
 COMPANY PROFIE
INTRODUCTION:

Ogilvy Public Relations Worldwide is an international communications form part of the WPP
group. Its proven ability to design and deliver successful campaigns, find creative solutions to
challenging communications assignments and exceed client expectations has earned a reputation
as a valued partner and industry leader.
In 1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting with
no clients and a staff of two, he built his company into one of the eight largest advertising
networks in the world. Today it has more than 450 plus offices in 169 cities. The first two
fundamental components of that brand would be the quality and diversity of the people, and the
quality and class of the operation. "Only first class business and that in a first class way."
NETWORK:

The Americas:

From North, Central and South America, our award-winning teams partner with clients to
identify innovative solutions to their complex communications challenges.

With more than 70 offices worldwide, the global headquarters for Ogilvy Public Relations
Worldwide is located in New York City, with additional North American offices in Atlanta,
Cambridge, Chicago, Denver, Los Angeles, Sacramento, San Francisco and Washington DC. We
have offices throughout Latin America, with locations in six countries spanning Central and
South America.

Europe, Africa & Middle East:

Ogilvy Public Relations has a presence throughout the EAME region — in 22 cities in 18
countries across the European continent, including major hubs in London, Paris and Madrid, and
in 10 cities and 3 countries in the Middle East and Africa.

Asia pacific:

Ogilvy Public Relations Worldwide has been operating in the Asia-Pacific Region for more than
20 years. Currently, it is the largest public relations network in APAC by any and all measures. It
is also the fastest-growing major network. Despite its size, it understands the need to balance
scale, which offers global best practices and seamless cross-border work for major clients, with a
hunger, speed, and nimbleness that comes with small, entrepreneurial agencies.

52
 OGILVY& MATHER BOARD

 Miles Young
Chief Executive Officer
Ogilvy& Mather Worldwide
 Tham Khai Meng
Creative Director &Chairman, Worldwide Creative Council
Ogilvy&Mather Worldwide
 Shelly Lazarus
Chairman
Ogilvy&Mather Worldwide
 John seifert
Chairman
Ogilvy&Mather North America
 Tim Isaac
Chairman,
Ogilvy&Mather Asia Pacific
 Daniel Sicouri
Chairman,
Ogilvy&Mather EAME
 Marcos Golfari
Regional Director,
Ogilvy&Mather Latina
 Brain Fetherstonhaug
Chairman & Chief Executive Officer,
Ogilvy One Worldwide
 Marcia Silverman
Global Chief Executive Officer,
Ogilvy Public Relations Worldwide
 Nasreen Madhany
Global Chief Executive Officer,
Neo@Ogilvy

52
VALUES OF OGILVY PUBLIC RELATIONS WORLDWIDE

• Dedicated to our clients' success

• Committed to working as partners
• Determined to achieve our potential
• Passionate about our work
• Focused on providing our best thinking
• Intent upon listening and learning
• Innovative and creative
• Ethical and responsible
• Dedicated to our people
• Dedicated to our success

CLIENTS OF OGILVY PUBLIC RELATIONS WORLDWIDE

IBM

VODAOFN

NOKIA

PARRYWARE ROCA

SIFY

EVA

NOKIA

MOTOROLA

ADDIDAS

From experience to insight, the Ogilvy PR has a lot to share about what is happening in this
collective world today. It’s global reach and local knowledge helps to recognize trends and best
practices.

52
CLIENT PROFILE

52
 CLIENT PROFILE

ROCA

Roca was established in 1917 in Barcelona, Spain, as a manufacturer of cast-iron

radiators. Later, the company entered the bathroom accessories market with the
launch of sanitary fixtures and tap ware.

In the 1980s, the company started manufacturing and marketing bathroom tiles. Over the years,
Roca established subsidiaries and factories in countries around the world. In 1999, Roca acquired
Keramik Holding AG Laufen (Laufen) of Switzerland for US$ 272 million. With this acquisition,
Roca became the world's second largest bathroom products group

PARRYWARE

It was only in 1952 that EID Parry started production of sanitary ware. In 1999, after
the acquisition of Johnson Pedder, a major Indian sanitary ware manufacturer,
Parryware became one of the largest manufacturers of sanitary ware in India. In
March 2006, Parryware was spun off as a separate company - Parryware
Glamourooms Pvt. Ltd. (PGPL), leaving EID Parry free to concentrate on its sugar
business.

Parryware was originally a division of EID Parry, which in turn was a part of the
Murugappa group.

PARRYWARE ROCA

In September 2006, Parryware Roca Pvt. Ltd. (PR), a 50:50 joint venture between
EID Parry (India) Ltd. (EID Parry), a major Indian business house, and Spanish
sanitary ware company, Roca Corporation Empresarial, S.A (Roca), announced plans
to start selling Roca products in India, using a shop-in-shop retail format. PR would
import Roca products and retail them at 25 of the joint venture's big showrooms
across India. By the end of 2007, PR would be franchising 20 new exclusive PR
stores in eight cities.

Now Roca holds 97% stake in Parryware Roca.

52
RESEARCH PROPOSAL

52
 Defining Management Problem

Any research process helps decision maker to make a decision with high probability. Even
degree of uncertainty decides what kind of research to be undertaken. To identify all the
dimensions of a business problem is next to impossible for any researcher or objective rest alone
management student. The formal quantitative research will not begin if the management problem
is not apparent. So it is important to define a problem first in a comprehensive manner. But here
the Iceberg principle is worth mentioning, which states that dangerous part of the business
Problem is neither visible to nor easy to understand by managers.

The management problem here can be avowed as:

“The major apprehension of the company is ‘to understand

buying behavior of end consumer’ & ‘to understand the sources
that influence buying behavior”.

52
 OBJECTIVES OF THE STUDY

The general purpose of this study is to determine the buying behavior of the consumer of luxury
sanitary items. In defining the limit of the study, as a summer intern I have identified some study
areas to be addressed as elucidated.
A careful review of those question areas led to the development of the following specific
research objectives.

Research objectives:

Primary objective:

To study the brand health of Parryware Roca in the Sanitary ware industry.

Secondary objective:

1) To analysis the buying behaviour of the consumer in Sanitary ware industry.

2) To measure the satisfaction level of the consumer in sanitary ware industry.

3) To determine the best brand in sanitary ware industry.

52
 RESEARCH METHODOLOGY

Methodology is a systematic way to solve the research problem. It may be understood as a

science of studying how research is done logically. The various steps that are generally adopted
by a researcher problem are also the main function of the research methodology.

DATA COLLECTION:

The tow types of data used for the purpose and study are:

 Primary Data
 Secondary Data

PRIMARY DATA:

In primary data collection, you collect the data yourself using methods such as interviews and
questionnaires. The key point here is that the data you collect is unique to you and your research
and, until you publish, no one else has access to it.

Relating to the study, data was collected from the End Consumers of Sanitary Ware, Retailers
who deal in Sanitary Ware and the Architects.

It was collected through interview and questionnaire method. The other method such as
observation, indirect oral interview and detailed with the respondents have been conducted for
the purpose of data collection.

SECONDARY DATA:

Secondary data are those which have already been collected by the agency and which have
already been processed. Secondary data for the study has been complied from the report and
official publication of the organization, which have helped in getting and insight of the present
scenario existing in the sanitary ware industry.

52
QUESTIONNAIRE DESIGN:

A questionnaire is a research instrument consisting of a series of questions and other prompts

for the purpose of gathering information from respondents.

The questionnaire used for data collection is a structured one. It was a mixture of both open
ended, closed ended and multiple choices. The words used were simple and help in avoiding
confusion and misunderstanding among the respondents.

SAMPLE UNIT:

“Consumer Perception, Competitive Analysis and Dealers Perception on Parryware Roca”

End Consumers:

 The end consumers of sanitary ware products were surveyed.

 The sample size of 26 samples was considered for the survey study.

Retailers:

 The retailers who deal with sanitary ware products were surveyed in around the city.

 The sample size of 50 samples was considered for the survey study.

 The survey was done through direct interview with the retailers.

52
LIMITATION OF THE STUDY:

As in the case of any study, I have to cope with some limitations.

 The lack of interest of the end consumers in responding to the survey.

 The end consumers may not give proper details with respect to expenditure.

 The lack of interest of the retailers in responding to the survey.

 Many answers of the respondent will be subjective.

ANALYTICAL TECHNIQUES:

AVERAGES:

An average is a single value that is meant to typify a list of values. It is found by adding up
all of the numbers you have to find the average of, and dividing by the number of
numbers.

CHI SQUARE:

The chi-square distribution (also chi-squared or χ²-distribution) with k degrees of freedom is

the distribution of a sum of the squares of k independent standard normal random variables. It is
one of the most widely used probability distributions in inferential statistics, e.g. in hypothesis
testing, or in construction of confidence intervals.

The best-known situations in which the chi-square distribution is used are the common chi-
square tests for goodness of fit of an observed distribution to a theoretical one, and of the
independence of two criteria of classification of qualitative data.

52
 DATA ANALYSIS
AND
INTERPRETATION

52
 DATA ANALYSIS AND INTERPRETATION

The process by which sense and meaning are made of the data gathered in qualitative research,
and by which the emergent knowledge is applied to clients' problems. This data often takes the
form of records of group discussions and interviews, but is not limited to this. Through processes
of revisiting and immersion in the data, and through complex activities of structuring, re-framing
or otherwise exploring it, the researcher looks for patterns and insights relevant to the key
research issues and uses these to address the client's brief.

DATA ANALYSIS:

1) End consumers of sanitary ware products.

2) Retailers of sanitary ware products.

52
 DATA ANALYSIS FOR END
CONSUMERS OF SANITARY WARE
PRODUCTS

52
 1. How much would you spend on a bathroom?

VARIABLES RESPONDENTS
Below Rs 50000 6
Between Rs.50000-Rs.100000 9
Between Rs.100000-Rs.150000 8
Above Rs. 150000 3
TOTAL 26

INFERENCE:

• 6 respondents said that they will spend below Rs. 50000 for bathroom.
• 9 respondents said that they will spend between Rs.50000-Rs. 100000
for bathroom.
• 8 respondents said that they will spend between Rs.100000- Rs.150000
for bathroom.
• 3 respondents said that they are ready to spend above Rs.150000 for
bathroom.

Spendingof Respondentson
Bathroom
9
8 Below Rs 50000
7 9
6
8 Between Rs.50000-
Rs.100000
5 6
4 Between Rs.100000-
3 Rs.150000
2
3 Above Rs. 150000
1
0

52
 2. Which company does your bathroom sanitary ware belong to?

BRANDS RESPONDENTS
JAQUAR 6
PARRYWARE ROCA 11
CERA INDIA 2
HINDWARE 8
OTHERS 9
TOTAL 36

INFERENCE:

• 6 Respondents used sanitary ware products of Jaquar.

• 11 Respondents used sanitary ware products of Parryware Roca.

• 2 Respondents used sanitary ware products of Cera India

• 8 Respondents used sanitary ware products of Hindware.

• 9 Respondents used sanitary ware products of Metro, Kohler, Alto and Opera.

52
 Variables Parryware Roca Hindware Jaquar Others Total

Quality 4 6 1 1 12
Price 5 3 1 4 11
Brand Reputation 2 5 2 1 10
Post Sales Service 0 0 0 2 2
Style And Appearance 6 5 2 3 16
Total 51

3. What do you look for before selecting a bathroom range?

52
INFERENCE:

• 12 respondents said that they look for Quality before selecting a brand for purchasing
sanitary ware products. Majority of the respondents, 6 respondents who see Quality as
important factor are Hindware consumers.

• 11 respondents said that they look for Price before selecting a brand for purchasing
sanitary ware products. Majority of the respondents, 5 respondents who see Price as
important factor are Parryware Roca consumers.

• 10 respondents said that they look for Brand Reputation before selecting a brand for
purchasing sanitary ware products. Majority of the respondents, 5 respondents who see
Brand Reputation as important factor are Hindware consumers.

• 2 respondents said that they look for Post Sales Service before selecting a brand for
purchasing sanitary ware products. Respondents who see Post Sale Service as one of the
important factor before selecting a brand are Kohler consumer.

• 16 respondents said that they look for style and appearance before selecting a brand for
purchasing sanitary ware products. Majority of the respondents, 6 respondents who see
style and appearance as important factor are Parryware Roca consumers. 5 respondents
who use Hindware said that style and appearance is the important factor for choosing a
sanitary ware brand.

52
52
 Variables Parryware Roca Hindware Jaquar Others Total
Advertisements 0 5 2 3 10
Architects 6 4 2 3 15
Retailers and Dealers 4 4 0 2 10
Family and Friends 3 3 2 1 9
Past Experience 1 1 0 0 2
Total 46

4. What source of information have you used to buy the current range?

INFERENCE:

• 10 respondents said that Advertisement is the source of information which they referred
before purchasing the product. Out of 10 respondents, majority 5 respondents who used
Advertisement as a source of information are Hindware consumer.

• 15 respondents said that Architects is the source of information which they referred before
purchasing the product. Out of 15 respondents, majority 6 respondents who used Architects
as a source of information are Hindware consumer.

52
 • 10 respondents said that Retailers and Dealers is the source of information which they
referred before purchasing the product. Out of 10 respondents, majority 4 respondents
each who used Retailers and Dealers as a source of information are Hindware and
Parryware Roca consumer.

• 9 respondents said that Family and Friends is the source of information which they referred
before purchasing the product. Out of 9 respondents, majority 3 respondents each who used
Retailers and Dealers as a source of information are Hindware and Parryware Roca
consumer.

• 2 respondents said that Past Experience is the source of information which they referred
before purchasing the product. Out of 9 respondents, majority 1 respondents each who used
Retailers and Dealers as a source of information are Hindware and Parryware Roca
consumer.

52
 5. In case of future renovation, would you choose product from the existing brand?

Variables Respondents
Yes 10
No 12
Don’t know 4
Total 26

INFERENCE:

• 10 respondents said that on renovation of bathroom they will purchase products of the same
brand.

• 12 respondents said that on renovation of bathroom they will go in for products of different
brands.

• 4 respondents said that they don’t have any idea.

52
The reasons for not using the same brand are as follow:

• High price quotient and

Variables Respondents
ineffective customer
Parryware 5 support.
Kohler 1
Cera India 1
Hindware 4
• Readiness to experiment
Jaquar 1
new brands and
Total 13 explore.

• Relevant experiences from the past or mere change in taste.

• They have also repeatedly emphasized on Quality and appearance and also on lack of brand
reputation.

6. If respondents go in for a new brand for renovation which brand it will be?

52
INFERENCE:

• 5 respondents said that on renovation of bathroom they will purchase products of

Parryware Roca.

• 4 respondents said that on renovation of bathroom they will purchase products of

Hindware.

• 1 respondent each said that on renovation of bathroom they will purchase products of
Kohler, Cera –India and Jaquar.

7. What is your satisfaction level in the current product you are using?

52
 Variables Respondents
Highly satisfied 9
Satisfied 15
Neutral 9
Dissatisfied 3
Highly Dissatisfied 0
Total 36
INFERENCE:

• 9 respondents said that they are highly satisfied with the product they are using.

• 15 respondents said that they are highly satisfied with the product they are using.

• 9 respondents said that they are highly satisfied with the product they are using.

• 3 respondents said that they are highly satisfied with the product they are using.

• None of the respondents said that they are highly dissatisfied with the products they use.

52
 Variables Parryware Roca Hindware Jaquar Others
Highly satisfied 2 4 1 2
Satisfied 6 1 2 6
Neutral 3 2 2 2
Dissatisfied 0 1 1 1
Highly 0 0 0 0
Dissatisfied

Brand wise break up of overall satisfaction level:

52
8) Are you satisfied by the service provided by your customer service?

52
 Variables Respondents
Yes, thoroughly satisfied 11
The problems were not resolved 4
The company does not provide any service 0
Not aware of such facility 11
Total 26

INFERENCE:

• 11 respondents said that they are satisfied with the Customer service.

• 4 respondents said that they are not satisfied with customer service as their problems
were not solved.

• 11 respondents said that they are not aware of the facility.

52
 Variables Respondents
Yes 20
No 6
Total 26

9) Will you recommend the brands to peers?

52
INFERENCE:

• 20 respondents said that they will recommend the brand to their peers.

• 6 respondents said that they will not recommend the brand to their peers.

REASONS FOR NOT RECOMMENDING BRANDS TO PEERS:

• Dissatisfaction from the brand.

• Due to lack of brand reputation.

• Respondents feel that they products of the brand are not worth paying the price they are
charged.

52
 HYPOTHESIS:

1) Choice of brand is independent of the amount spend on bathroom.

Variable Jaquar Parryware Roca Hindware Others Total

Below Rs 50000 1 5 3 3 12

Rs 50000-Rs100000 3 3 3 3 12

Above Rs.100000 2 3 2 5 12

Total 6 11 8 11 36

HYPOTHESIS:
H0: preference of brands is independent of expenditure on bathrooms.
H1: preference of brands is dependent of expenditure on bathrooms.

CALCULATION:

D.O.F =6
Table value @5 % = 12.592
Calculated value = 2.7027

RESULTS:
Since the calculated value is less than the table value. The null hypothesis H0 is accepted.
Preference of brand is independent of the expenditure on bathrooms.

52
 2) A recommendation of brands to peers is independent of the customer service
satisfaction.

Variable Yes, Problems Company Not aware Total

thoroughly not resolved doesn’t of such
satisfied provide any facility
such service

Yes 9 1 0 10 20

No 2 3 0 1 6

Total 11 4 0 11 26

HYPOTHESIS:
H0: Recommendation of brands to peers is independent of the customer service
satisfaction.
H1: Recommendation of brands to peers is dependent of the customer service satisfaction.

CALCULATION:
D.O.F =3
Table value @5 % = 7.815
Calculated value = 7.5888

RESULTS:
Since the calculated value is less than the table value. The null hypothesis H0 is accepted.

52
Recommendation of brands to peers is independent of the customer service satisfaction.

DATA ANALYSIS FOR RETAILERS

52
 1) Could you tell us how long you have been in this business?

VARIABLES Respondents
0-5 2
yearyears
5-10 5
10-15 years 6
15-20 years 4
More than 20 8
years
TOTAL 25

INFERENCE:

• 2 retailers responded that they are in this business for 0-5 years.

• 5 retailers responded that they are in this business for 5-10 years.

• 6 retailers responded that they are in this business for 10-15 years.

• 4 retailers responded that they are in this business for 15-20 years.

• 8 retailers responded that they are in this business for more than 20 years.

52
 2) What different brands you deal with?

VARIABL RESPONDE
E
PARRYWA NTS 23
RE
METRO 22
HSIL 21
JAQUAR 19
CERA- 9
INDIA
KOHLER 8
NEYCER 5
GALAXY 4
OPERA 3
ALTO 3
INFERENCE:

• 23 retailers responded that they recommend with Parryware Roca.

• 22 retailers responded that they recommend with Metro.

• 21 retailers responded that they recommend with Hindware.

• 19 retailers responded that they recommend with Jaquar.

• 9 retailers responded that they recommend with Cera-India.

52
• 8 retailers responded that they recommend with Kohler.
• 5 retailers responded that they recommend with Neycer.

• 4 retailers responded that they recommend with Galaxy.

• 3 retailers responded that they recommend with Opera.

• 3 retailers responded that they recommend with Alto.

3) Which are the fast moving brands?

VARIABLE SANITARY TAPS&

PARRRYWA WARE19 SHOWERS
14
RE
METRO 0 18
HSIL 18 10
JAQUAR 12 15
CERA- 7 4
INDIA
KOHLER 6 6
NEYCER 3 3
GALAXY 2 2
OPERA 2 2
ALTO 2 2

52
INFERENCE:

SANITARYWARE:

• 19 retailers said that Parryware Roca is the fastest moving brand.

• 18 retailers said that Hindware is the fastest moving brand.

• 12 retailers said that Jaquar is the fastest moving brand.

• 7 retailers said that Cera-India is the fastest moving brand.

• 6 retailers said that Kohler is the fastest moving brand.

• 3 retailers said that Neycer is the fastest moving brand.

• 2 retailers said that Galaxy is the fastest moving brand.

• 2 retailers said that Opera is the fastest moving brand.

• 2 retailers said that Alto is the fastest moving brand.

TAPS&SHOWERS:

• 14retailers said that Parryware Roca is the fastest moving brand.

• 18 retailers said that Metro is the fastest moving brand.

• 10 retailers said that Hindware is the fastest moving brand.

• 15 retailers said that Jaquar is the fastest moving brand.

• 4 retailers said that Cera-India is the fastest moving brand.

• 6 retailers said that Kohler is the fastest moving brand.

• 3 retailers said that Neycer is the fastest moving brand.

• 2 retailers said that Galaxy is the fastest moving brand.

• 2 retailers said that Opera is the fastest moving brand.

• 2 retailers said that Alto is the fastest moving brand.

.

52
52
 4) Rating of various brands:
SANITARYWARE:

VARIABLE JAQU PARRYW HS CERA- KOHL

QUALITY AR 4.3 ARE 4.5 IL
4.6 INDIA 3.5 ER 4.2
STYLE & 4.1 4.2 4.4 3.7 4.4
DESIGN
DURABILITY 4.5 4.7 4.7 4.1 4.6
PRICE 4.2 4.4 4.4 4.1 4

INFERENCE:

• JAQUAR earned 4.3 out of 5 for quality. 4.1out of 5 for style& design. 4.5 out of 5 for
durability and 4.2 out of 5 for price.

• PARRYWARE ROCA earned 4.5 out of 5 for quality. 4.2 out of 5 for style& design. 4.7
out of 5 for durability and 4.4 out of 5 for price.

• HSIL earned 4.6 out of 5 for quality. 4.4 out of 5 for style& design. 4.7 out of 5 for
durability and 4.4 out of 5 for price.

• CERA-INDIA earned 3.5 out of 5 for quality. 3.7 out of 5 for style& design. 4.1 out of 5
for durability and 4.1 out of 5 for price.

• KOHLER earned 4.2 out of 5 for quality. 4.4out of 5 for style& design. 4.6 out of 5 for
durability and 4 out of 5 for price.

52
TAPS & SHOWERS:

VARIABLE JAQU PARRYW HS CERA- KOHL METR

QUALITY AR 4.5 ARE 4.4 IL
4.1 INDIA 3.9 ER 4.2 O 4.5
STYLE & 4.3 4.2 4 3.8 4.1 4.1
DESIGN
DURABILITY 4.2 4.3 4.3 4 4.1 4.2
PRICE 4.1 4.2 4 3.9 3.8 4.4

INFERENCE:

• JAQUAR earned 4.5 out of 5 for quality. 4.3out of 5 for style& design. 4.2 out of 5 for durability
and 4.1 out of 5 for price.

• PARRYWARE ROCA earned 4.4 out of 5 for quality. 4.2 out of 5 for style& design. 4.3 out of 5
for durability and 4.2 out of 5 for price.

• HSIL earned 4.1 out of 5 for quality. 4 out of 5 for style& design. 4.3 out of 5 for durability and 4
out of 5 for price.

• CERA-INDIA earned 3.9 out of 5 for quality. 3.8 out of 5 for style& design. 4.1 out of 4 for
durability and 3.9 out of 5 for price.

• KOHLER earned 4.2 out of 5 for quality. 4.1 out of 5 for style& design. 4.1 out of 5 for durability
and 3.8 out of 5 for price

52
• METRO earned 4.5 out of 5 for quality. 4.1 out of 5 for style& design. 4.2 out of 5 for durability
and 4.4 out of 5 for price

52
 FINDINGS AND
SUGGESTIONS

FINDINGS

END CONSUMER:

• People are ready to spend more on bathroom products. Need for luxury bathroom
products are on increase.
• Parryware Roca has a stiff competition from Hindware.

52
 • People look for style, appearance and quality before selecting a product.
• Advertisements and recommendations from retailers and architects are the major
source of information used by the consumers to select the brand.
• Almost 50% of the respondents are ready to go for a new brand on bathroom
renovation.
• Consumers are satisfied with all the characteristic of products.
• Brand recommendation to peers is not dependent on the satisfaction
from customer service.

RETAILERS:

• Majority of the retailers recommend Parryware Roca, Hindware and Metro.

• Parryware Roca and Hindware are the 2 fastest moving brand in sanitaryware.
• Parryware, Metro and Jaquar are the 3 fastest moving brands in Taps & showers
solutions.
• Majority of the retailers recommend Parryware Roca, Hindware, Jaquar and
Metro. They recommend Metro and Jaquar only for taps& shower solution.
• Retailers Rate Hindware superior to Parryware Roca in quality and style and equal
in price and durability in sanitaryware market.
• Retailers Rate Jaquar, Metro and Parryware Roca almost equal in Taps& showers
products.

SUGGESTIONS

• Style and Design of the products are to be improved.

• Advertisements in all media channels especially in television.

• The delivery of high technology quality product with lesser glitches is to be assured.

52
• An effective after sales service force is to be developed and consumers should be
made aware of it.

• More incentives can be given to Retailers so that they will recommend only
Parryware Roca products.

• Parryware Roca virtual bathroom web tool need to be developed.

• A special program like car& bike show or gadget guru etc, can be organized for
sanitaryware industries which will help in increasing knowledge of the consumers
about the products.

52
 QUESTIONNAIRE

QUESTIONNAIRE FOR END CONSUMERS

1) How much would you generally spend on a bathroom renovation?

 Below Rs 50,000

 Rs 50,000- Rs 1,00,000

 Rs 1,00,000- Rs 1,50,000

 Above Rs 1,50,000

2) Which company does your bathroom sanitary ware belong to?

52
  Jaquar

 Parry ware

 Hindware

 CERA - India

 Others

If others, please specify ______________________________________________

3) What do you look for before selecting a bathroom range?

 Quality

 Price

 Brand reputation

 Post sales service

 Style and appearance

 Others

If others, please specify ________________________________________________

4) What source of information have you used to buy the current product range?

 Advertisements

 Recommendation from architects/interior decorator

 Dealers and retailers

 Family and friends

 Past experiences

5) In case of future renovation, would you choose product from the existing range?

 Yes

52
  No

 Don’t know

If not, why _____________________________________________________________

6) If not, which brand would you switch to?

7) What is your satisfaction level in the current product range you are using?

 Very satisfied

 Somewhat satisfied

 Neutral

 Dissatisfied

 Very dissatisfied

8) Are you satisfied by the service provided by your customer service?

 Yes, thoroughly satisfied

 The problems were not resolved

 The company does not provide any service

 Not aware of such facility

9) Will you recommend the brand to your peers?

 Yes

 No

If not, why ______________________________________________________

52
 Thank you for filling the Questionnaire.

Questionnaire For Retailers

1) Could you tell us how long have you been in this business?

2) Which are the fast moving brands? (tick)

Sanitaryware

Taps& showers

3) Which brand do you recommend to your customers for their bathrooms?

52
 4) Rate the following on the scale of 1 to 5: ( 5 stands for high and 1 stands for low)

SANITARYWARE:

Parameters Jaquar Parryware Roca Cera- India HSIL Kohler

Quality
Style& design
Durability
Price

TAPS & SHOWERS:

Parameters Jaquar Parryware Roca Cera- India HSIL METR Kohler

O
Quality
Style& design
Durability
Price

Thank you for filling the Questionnaire.

Cvbb.,,,.,

52