A STUDY ON MARKET SURVEY ON THE BRAND EQUITY

OF PONDICHERRY CO OPERATIVE SPINNING MILLS

LTD., THIRUBUVANI, PUDUCHERRY

SUMMER PROJECT REPORT

Submitted by
S.MAHESH
REGISTER NO: 27348321

Under the Guidance of

Mr.D.SARAVANAN, M.B.A,M.Phil,M.F.C,M.H.R.M,(Ph.D).,
Faculty, Department of Management Studies
in partial fulfillment for the award of the degree
of
MASTER OF BUSINESS ADMINISTRATION

DEPARTMENT OF MANAGEMENT STUDIES

SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE
PONDICHERRY UNIVERSITY
PUDUCHERRY
SEPTEMBER- 2007
 SRI MANAKULA VINAYAGAR ENGINEERING COLLEGE
MADAGADIPET, PUDUCHERRY
DEPARTMENT OF MANAGEMENT STUDIES

BONAFIDE CERTIFICATE

This to certify that the project work entitled “A STUDY ON MARKET SURVEY OF THE
BRAND EQUITY IN PONDICHERRY CO OPERATIVE SPINNING MILLS LTD.,
THIRUBUVANI, PUDUCHERRY” is a bonafide work done by
S.MAHESH [REG.NO. 27348321] in partial fulfillment of the requirement for the award of Master
of Business Administration by Pondicherry University during the academic year 2007 – 2008.

GUIDE HEAD OF DEPARTMENT

Submitted for Viva-Voce Examination held on

EXTERNAL EXAMINER
 ACKNOWLEDGEMENT

First and foremost, I thank the God for his substantial blessing and mercy at all stages
in the completion of the project.

I take this opportunity to express my deep sense of gratitude to SHRI N.KESAVAN,

Founder Chairman, SHRI M.DHANASEKARAN, Managing Director and SHRI
S.V.SUGUMARAN, Vice-Chairman of our college for their good wishes for this project.

I express my immense gratitude to our Principal

DR. V.S.K.VENKATACHALAPATHY for his support and encouragement for the
completion of my project.

I extend the immense gratitude to the Head of the Department MR. S.JAYAKUMAR
for his motivation, inspiration, and encouragement for the completion for my project.

The valuable and unflinching requital support in this Endeavor

MR. D.SARAVANAN my internal guide, Department of Management Studies whose
assistance was immeasurable to the completion of this project.

I am sincerely thankful to MR.G.RAJA MOHAN, Factory Managing Director, The

Pondicherry Co-Operative Spinning Mill Ltd, Puducherry, for his help and support
throughout the completion of my project.

I would also like to thank all the staff of the organization for helping me directly and
indirectly to conclude this work. Last, but not the least, my heart felt gratitude to my
parents, relatives and my friends for their constant encouragement, support, help and
valuable advice to make this project a success.
 ABSTRACT

Brand equity is an asset to any company. It provides competitive advantage to the

company in the from of better bargaining power with the channel member ability to price

higher then the competitors products and also enables the company to leverage from its brand

name through brand extension decision hence a brand with a strong brand equity will ensure

brand loyalty among consumers and increased revenue earning capacity for the company.

The project aim to study the brand equity enjoyed by spin co in a globalizes economy

where competition is growing steadily this study will help the company determine its brand

power among the consumers so as to leverage on its brand equity and take necessary

corrective actions.

The study revealed that spin co enjoys a monopoly status in the department while on

the other hand unbranded furnishing also séance to have some preference tendency is high

among spin co consumers there by equity also the brand switching tendency is considers abler

but this is due to the variety seeking buyer behaviors involved in the product category.
 TABLE OF CONTENTS

CHAPTER TITLE PAGE NO

LIST OF TABLES
LIST OF CHARTS
I INTRODUCTION 1
1.1 Profile of Organization 1

II REVIEW OF LITERATURE 9

III OBJECTIVES 11

IV RESEARCH METHODOLOGY 12

V DATA ANALYSIS AND INTERPRETATION 16

VI FINDINGS OF THE STUDY 35

VII CONCLUSION AND SUGGESTION 36

VIII LIMITATIONS OF THE STUDY 37

ANNEXURES
IX 38 – 39
9.1 QUESTIONNAIRE
40
9.2 BIBILIOGRAPHY
LIST OF TABLE
 S.no NAME OF THE CHART Page No
1 Respondents of gender 16
S.no NAME OF THE TABLE Page No
2 Occupation 17
1 Table showing respondents gender 16
3 Based on favorite brand 18
2 Table showing of the Respondents occupation 17

34 Howshowing
Table long consume
favorite brand 19
18

45 Howshowing
Table did know thelong
how brand
consume 20
19

5 Table showing respondents know the brand 20

6 Based on selecting the brand 21
6 Table Based on selecting the brand 21
7 Recent period purchase 22
7 Table showing recent period purchase 22

88 Table showing
Satisfied the satisfied
quality the quality 23
23

9 Table based on channel purchase 24

9 Based on channel purchase 24
10 Table showing reason for using brand 25
10 Reason for using brand 25
11 Table showing based on opinion price 26

12
11 Table showing
Based basedprice
on opinion on strong brand image 27
26
13
12 Table showing
Strong brandbased
imageon discount provide 28
27

14 Table showing based switch over to other brand 29

13 Based on discount provide 28
15 The table based on if yes means 30
14 Switch over to other brand 29
16 Table showing Suggest buy this brand 31
15 If yes means 30
17 Table based on comments on quality 32
16 Suggest buy this brand 31
18 Weighted average method 33
17
19 Based on comments on quality
Correlation 32
34

LIST OF CHARTS
 CHAPTER-I
1.1 INTRODUCTION

PROFILE OF THE ORGANISATION GROWTH OF

TEXTILE INDUSTRY

The birth of cotton textile industry can be traced back to the year 1818, When for the
first time a mill was started in Calcutta. But its real foundation was laid in Bombay with a
mill set up in 1853 under PARSI Management. Early years marked a rapid progress and
number of cotton mil1s increased up In Ahemedabad, Sholapur and Nagpur. In 1951 the total
number of mills in this Industry was only 378 of which 103 where spinning and 275 were
composite Mills.

The number of cotton textile mill increased to 1051 in 1990; of this 770Were spinning
mills .and 281 composite mills. The total investment in the fixed assets is 1300 crores. It
contributes for about 25% of total exports. In pondicherry, the first spinning mill which
started its operation be Desbarsyns de Richement', Governor of French rule at that time in
1827 on the western style. In 1828 Blin and Delbruck are businessmen of France have stared
another spinning mill in PondiCherry with a production capacity ofabout700 Kg per day, and
provided employment for 225 workers. Thus the organized mill sector provides employment
to more than one million people in the country and about l/5th of the total employed in
manufacturing industry. Its contribution of government revenue and to export earnings is
substantial.

1.1.2 HISTORY OF THE MILL

The pondicherry Co-operative Spinning Mills was registered as cooperative Society

under the pondicherry co-operative societies Act 1972 during the year 1979. This spinning
mill is the first type of its kind in its venture in the union territory of Pondicherry. The society
has been registered on 28-12-1979, the actual functioning commenced in the year 1984. The
factory is situated 22 Kms away from pondicherry in the National Highways 45-A, between
Pondicherry and Villupuram in the Village Thirubuvanai.
 The foundation stone for the Mill was laid on 10.08.1981 by the then Chief Minister
of Pondicherry and the factory was inaugurated by the then his. Excellency T.P. Twari, Lt.
Governor of Pondicherry on 16.11.1984. The trial production was made on 12.2.1984 and the
Commercial production was started on 19.3.84. The mills Spindale was 25080 only. The Mill
has achieved its full spinning capacity in the year 1987.

1.1.3 MEMBERSHIP

The Mill was started with 138. Members with a share capital of Rs.79, 9001- at the
beginning and at Present there are 815 members with a share capital of
Rs .689.31lakhs comprising as the following.

Particular Membership Share Capital (in lakhs)

"A" Handloom weavers co-op
Societies
14 4.45
.
"B" Other Co-operative
Societies 69 3.72
"C" Individuals 731 6.64
"D" Government of Pondicherry 1 674.50
815 689.31

1.1.4 AWARDS COMPLEMENTED BY THE AIFCOSPIN

Among all the co-operatives in India, the Pondicherry Co-operative Spinning Mills
has been identified as No.1 Mill for its profitability, Machine productivity, Net profit and
Labour productivity. The Position placed by the Mill from 1987-88 to 1990-91 is detailed
below:

AIFCOSPIN - All India Federation for Co-operative Spinning Mill- Bombay,

It has awarded many awards. The position placed by the mill from 1987-88 to 90-91

Year Selection Criteria Position

 1987-88 Spindle Profit I
1988-89 Spindle Profit . I
1989-90 Spindle Profit I
. Machine Productivity II
Productivity per Spindle Shift III
1990-91 Spindle Profit I
Cash gain per spindle II
Machine Productivity II

Labour Productivity III

1.1.5 EXPANSION PROGRAMME

The licensed capacity of the Mill is 39, 192-spindle unit. The installed capacity is
35,160 spindles with an average count of 40's to 6’s. By the year2001, the remaining capacity
of 4,032 spindles will be erected.

1.1.6 PROCESS OF MANUFACTURING

The Pondicherry co-operative spinning mills ltd. is processing with its Licensed
capacity

SPINNING

The process of spinning starts with ginning. Ginning is process by which Seeds are
removed from the raw cotton. In this mill, the ginned cotton is directly purchased and so that
the ginning is not carried on and the remaining .Process is followed as usual.
• MIXING AND BLOW ROOM

Raw cotton is received at the mill in highly compressed bales. Bales of different
varieties are opened at time and layer of cotton from each bale is fed alternatively, into the
machine with a view to obtain uniform blend. It is cleaned in blow room line.

• CARDING
 The blow room lap is fed into carding machine. The cotton is subject to the action of
sharp wire points of licker cylinder, doffer and flatter resulting in 'the further removal of neps
and waste. After processing in, comes out in the cane.

• DRAWING

On the drawing frame, a uniform sliver lab is produced- by 6 to 8 card sliver and
drafting them proportionately. Here parallelization of fibers is achieved and this process is
repeated twice for carded yam and the sliver lab is then fed to the speed frame.

• SPEED FRAMES

This term' Speed frames' is used to designate a group of machines in which cotton in
the form of drawing sliver is reduced to a much smaller size by drafting and a slight twist.

• RING FRAMES

The final yam is spun on ring frames by drafting and twisting the rove from the speed
frames. The drafts and twist .varies depending on the count and quality of yam required.

• DOUBLING

Generally two yam threads are sending parallel on single cone on a doublers winding
machine. Thereafter such yam is twisted together on a ring doubling machine to form a
double yam.

1.1.7 BUSINESS

• The mill shall purchase the cotton required by spinning.

• The mill shall produce such kinds of cotton yarn and staple fiber yarn as are required
by the weaving units, by the weavers in union territory of pondicherry and by others.
• The yam required by the pondicherry state weavers co-operative societies and other
primary weavers co-operative societies shall ordinarily be supplied by the mills.
• The Board of director may appoint necessary agent brokers etc on such terms and may
be agreed upon for canvassing order.
1.1.8 FUNCTION OF THE MILL

The Pondicherry co-operative spinning mill is running with 3shifts. The production
process is non – stop. The first shift timing is from 7 00A.M. to 3.30 P.M., The second shift is
from 3.30 P.M .to 12.00MID NIGHT .And the third shift is from 12 MID NIGHT to 7.00
A.M. with a half -an- hour break for workers but not for production .Nearly 630 workers are
working in the mill.

1.1.9 MANAGEMENT

Pondicherry co-operative spinning mills ltd is governed by –laws its is

managed by an Administrator, who is is I.A.S.officer and he is appointed by the Government
of Pondicherry.
 ORGANISZTION CHART

ADMINSTRATOR

Managing Director

Administration Production
& Finance Wing

Labour Admn. Manager Controller of Asst. Spinning Asst Spinning Elec. Engineer
Officer Accounts Master (Maint) Master. (Qlty. cntrl)

Clerks Clerks Supervisor for Quality Control Engineering

Prodn & wing wing
Maintenance

Masteries &
Workers

ORGANISATION STRUCTURE

The organizational functions of the mill is divided into five namely,

• Production wing
• Quality control wing
• Engineering wing
• Maintenance wing
• Accounts and finance wing.
• Administration wing
PRODUCTION WING

The major activity concerned in the mill is production of yarn from raw Cotton. In this
mill, the machineries and materials are equipped to produce yarn from the count range 305 to
1005. The Asst. Spinning Master (Maintenance & production) is in charge for the production
wing. The supervisors in the production will look after the process of production in different
stages.
6 staffs and 540 workers are working in production wing.

QUALITY CONTROL WING

The main responsibility of this wing is to check the quality of yam and quality of raw
materials. Asst. Spinning Master (Quality Control) is in charge for this wing. All the
incoming raw materials and outgoing yam are checked in quality point of view. In this wing,
nearly 10 staffs are working.

ENGINEERING WING

This wing takes care of all electrical equipments and fittings in the organization. It
also takes all preventive measures. An Electrical Engineer heads this wing. A group of 21
workers are worked in this department under the control of the Electrical Engineer

MAINTENANCE WING

This wing is functioning under the head of Asst. Spinning Master (maintenance). This
wing is taking care of maintenance of all machineries in the mills. This will take measures to
maintain the machinery in good working condition. One staff and 68 workers are functioning
in this wing.

ACCOUNTS AND FINANCE WING

 The finance and accounts wing is playing an important role in this organization. This
wing maintains a systematic record of the daily events of business. It also maintains records
of all financial transactions to find out the profit or loss during the year, and to know the
correct financial status of the mill. All payments and receipts are taken care by this wing. The
controller of accounts heads this department and three staffs are working in this department

1.1.10 ADMINISTARATION WING

Administrative manager is in charge for administrative wing. This department carries

on purchases, sales stores and other administrative functions 31 staff are working in the wing

All the department (wings)are under the direct control and supervision of the Managing
director .the administrative manager and concerned department head shall be consulted by the
Managing director in all matters , where ever and when ever deemed necessary and their
comment shall be consider while framing a policy decision.
 CHAPTER-II
REVIEW OF LITERATURE

Brand equity

Brand is a name or symbol used to identified the source of a product when developing
a new product. Branding is on important decision .the brand can add significant value when its
well recognized and as positive association in the mind of the consumer this concept is
referred to as brand equity

Brand

According to American marketing association a brand is defined as the use of name

term symbol or design, or some combination of these to identify the product of a certain seller
from those of competitors” a brand identifies the product from buyers. A seller can earn the
goodwill and have the patronage repeated.

Branding is the management process by which a product is branded it covers activities

such as giving a brand name to a product, designing a brand mark and establishing and
popularizing it. Brand makes it easy for consumer to identify products or services. It is a
powerful instrument of demand creation and retention

Brand loyalty

It is the act of selective repeat purchasing of a brand. Once a consumer has developed
a brand loyalty, it is hard to change his attitude towards that brand

Brand switching
Brand switching can be defined as the changing of consumer preference and use from
one brand to another brand of a product quality, price ect.

Brand equity
Brand equity is an asset. Brand equity refer tot the power of brand in the market place.
A powerful brand has high brand equity and customers will stick to that brand. A weak brand
has less brand equity and customer major contributor to customer equity. The proper focus of
marketing planning is to extend customer life time value, with brand management serving as a
major marketing tool.

Strength of brand equity to a company

• Strong brand equity offers the following advantages to accompany.

• The company will have more trade leverage in bargaining with distributors and
retailers and because customers except them to carry the brand.

• The company cans a charge a higher price than its competitors because the brand
carries high perceived quality.

• The company cans more easily launch extensions because the brand name carries
high credibility.

• The brand offers the company some defense against price competition.
 CHAPTER-III

OBJECTIVE OF THE STUDY

Primary objective

The main objective of the study is to determine the brand equity of pondicherry co-

operative spinning mills ltd.

Secondary objectives

In order to study the above primary objective the following secondary objective have been

proposed

• To find out customer preference about spin co

• To study awareness of brand switch

• To study factor influencing brand power of spin co

• To determine the most important factor which influencing purchasing decision

• To offer suggestion to the spin co & to improve its activities

 CHAPTER-IV

RESEARCH METHODOLOGY

4.1 RESEARCH DESIGN

“A research design is the arrangement of conditions for collection and analysis data in
a manner that aims to combine relevance to the researcher purpose with economy in
procedure”.

It constitutes the blueprint for the collection, measurement and analysis of data. As
such the design includes an outline of what the researcher will do form writing the hypothesis
and its operational implication to the final analysis of data.

More explicitly, the design decisions happen to be in respect of;

 What is the study about?

 Why is the study being made?
 Where will the study be carried out?
 What type of data is required?
 Where can the data are found?
 What periods of time will the study include?
 What will be the sample design?
 How will the data be analyzed?
 In what style will the report be prepared?
 What techniques of data collection will be used?

The Research Design undertaken for the study is Descriptive one. A study, which wants
to portray the characteristics of a group or individuals or situation, is known as Descriptive
study. It is mostly qualitative in nature.
4.2 TYPES OF DATA COLLECTED

 Primary Data

Questionnaires are prepared and telephone, personal interview was conducted.

Most of the questions are consist of multiple choices. The structured interview method was
undertaken. The interview was conducted in English as well as in Tamil. Proper care was
taken to frame the interview schedule in such a manner it should be easily understood in view
of educational level of the customer & agent. Generally 50 questions are prepared and asked
to the customer and agent

 Secondary Data

Secondary data was collected from Internets, various books, Journals, and
Company Records.

4.3 QUESTIONNAIRE CONSTRUCTION

Questionnaires were constructed based on the following types

• Open ended questions
• Close ended questions
• Multiple choice questions

4.5 DEFINING THE POPULATIONS

The Population or Universe can be Finite or infinite. The population is said to be finite
if it consist of a fixed number of elements so that it is possible to enumerate it in its totality.
So In this projects consist of finite population.

4.6 SAMPLING PLAN

A sampling plan is a definite design for obtaining a sample from the sampling frame.
It refers to the technique or the procedure the researcher would adopt in selecting some
sampling units from which inferences about the population is drawn. Sampling design is
determined before any data are collected.

Convenient Sampling technique was adopted. In this method the researcher select
those units of the population in the sample, which appear convenient to him or the
management of the organization where he is conducting research.

4.7 DESCRIPTION OF STATISTICAL TOOLS USED

 Percentage method
 Chi-square test
 Correlation and
 Weighted average method.

PERCENTAGE METHOD

In this project Percentage method test was used. The percentage method is used to
know the accurate percentages of the data we took, it is easy to graph out through the
percentages. The following are the formula

No of Respondent
Percentage of Respondent = x 100
Total no. of Respondents

From the above formula, we can get percentages of the data given by the respondents.

CHI-SQUARE ANALYSIS

In this project chi-square test was used. This is an analysis of technique which
analyzed the stated data in the project. It analysis the assumed data and calculated in the
study. The Chi-square test is an important test amongst the several tests of significant
developed by statistical. Chi-square, symbolically written as x2 (Pronounce as Ki-Spare), is a
statistical measure used in the context of sampling analysis for comparing a variance to a
theoretical variance.

Formula
(O-E) 2
χ 2=
E
O = Observed frequency

E = Expected frequency
4.8 WEIGHTED AVERAGE METHOD

 Weighted average can be defined as an average whose component items are multiplied
by certain values (weights) and the aggregate of the products are divided by the total
of weights.

 One of the limitations of simple arithmetic mean is that it gives equal importance to
all the items of the distribution.

 In certain cases relative importance of all the items in the distribution is not the same.
Where the importance of the items varies.

It is essential to allocate weight applied but may vary in different cases. Thus weightage is
a number standing for the relative importance of the
 CHAPTER-V
DATA ANALYSIS & INTERPRETATION
TABLE NO 5.1

Respondents based on the sex

The data collected is tabulated and analyzed as follows

particulars Frequency Percentage

Male 43 86.0
Female 7 14.0
Total 50 100.0

Sources:- Primary data

Inference:

Out of the total 50 respondents surveyed 86%of the respondents (a maximum) had
male 14% of the respondents had female
CHART NO: 5.1
sex
50

40

30

20

10
Frequency

0
male f emale

sex
 TABLE NO: 5.2

Respondents based on occupation

particulars Frequency Percentage

Customer 40 80.0
Agent 10 20.0
Total 50 100.0

Sources:- Primary data

Inference:
Play on important role in influencing the buyer’s characteristics on brand out of the
50 respondents 80%of the total customer. 20% of the agent.

CHART NO: 5. 2

occuption
50

40

30

20
Frequency

10

0
customer agent

occuption
 TABLE NO: 5. 3

Respondents based on favorite brand

particulars Frequency Percentage

Spin co 27 54.0
Aft 15 30.0
Others 8 16.0
Total 50 100.0

Sources:- Primary data

Inference:
Favorite brand is the important factor which influence the consumer purchase
decision process 54% of the respondents brand choice has been spin co brand 30% of the
respondents brand choice has been AFT brand 16% of the respondents brand choice has been
others.

CHART NO: 5.3

whate is your favorite brand

30

20

10
Frequency

0
spinco AFT others

whate is your favorite brand

 TABLE NO: 5.4

Respondents based on how long consume

particulars Frequency Percentage

5-yr 10 20.0
5-10yr 22 44.0
10-15yr 14 28.0
15-20 4 8.0
Total 50 100.0

Sources:- Primary data

Inference:

Out of the total 50 respondents surveyed 44% of the respondents (a maximum)

Had purchased 5-10 yr 28% of the respondents had purchase 10-15yr.

CHART NO : 5.4
how long do you consume this brand for business purpose
30

20

10
Frequency

0
5-yr 5-10yr 10-15yr 15-20

how long do you consume this brand for business purpose

 TABLE NO: 5.5

Respondents based on how did know the brand

particulars Frequency Percentage

Print media 12 24.0

Visual media 12 24.0
Friends 8 16.0
Agent 16 32.0
Other 2 4.0
Total 50 100.0

Sources:- Primary data

Inference:

Most of the respondents may know the brand for agent 32% 24% of the respondents
may know print &visual media

CHART NO: 5. 5

how did you come to know about the brand

20

10
Frequency

0
primt media visual media friends agent other

how did you come to know about the brand

 TABLE NO: 5.6

Respondents based on selecting the brand

particulars Frequency Percentage

Quality 22 44.0
Price 22 44.0
Brand name 5 10.0
Total 50 100.0

Sources:- Primary data

Inference:

Most of the respondents selecting the brand 44% belong to the quality & price 10% of
the respondents belong to the brand name

CHART NO: 5. 6

in what basis you are selecting the brand

30

20

10
Frequency

0
quality price brand name

in what basis you are selecting the brand

 TABLE NO: 5.7

Respondents based on recent period purchase

particulars Frequency Percentage

Spin co 26 52.0
Aft 19 38.0
Others 5 10.0
Total 50 100.0

Sources:- Primary data

Inference:
The above table infers that 52% belong to the spin co brand, 38% belong to the AFT
brand, 10% belong to the others.

CHART NO: 5.7

in recent period which brandyou hane purchase

30

20

10
Frequency

0
spinco AFT others

in recent period which brandyou hane purchase

 TABLE NO: 5.8

Respondents based on satisfied the quality

particulars Frequency Percentage

Highly satisfied 21 42.0

Satisfied 20 40.0
Neutral 9 18.0
Total 50 100.0

Sources:- Primary data

Inference:

42% of the customers are highly satisfied,40 of the customers are satisfied & other
18% of customers are neutral.

CHART NO: 5.8

are you satisfied with the quality of the brand

30

20

10
Frequency

0
highly satisfied satisfied neutral

are you satisfied with the quality of the brand

 TABLE NO: 5.9

Respondents based on channel of purchase

particulars Frequency Percentage

27 54.0
Directly From The Company
23 46.0
From The Agent
50 100.0
Total

Sources:- Primary data

Inference:

The above table infer that 54% of purchase directly from the company, 46% of
purchase from the agent.

CHART NO: 5.9

 channal of purchase
30

20

10
Frequency

0
directly from the co 3
from the agent 11

channal of purchase

TABLE NO: 5.10

Respondents based on reason for using brand

particulars Frequency Percentage

Quick sales 18 36.0

Cost benefit 29 58.0

Traditional purchasing 3 6.0

Total 50 100.0

Sources:- Primary data

Inference:

The above table infers that 36%of quick sales, 58%of cost benefit, & 6% of traditional
purchase.

CHART NO: 5.10

 please specify the reason for using this brand
30

20

10
Frequency

0
quick sales cost benefit traditional oa purch 4

please specify the reason for using this brand

TABLE NO: 5.11

Respondents based on opinion on price

particulars Frequency Percentage

Very high 11 22.0

High 16 32.0
Normal 20 40.0
Low 3 6.0
Total 50 100.0

Sources:- Primary data

Inference:
 The most respondents may opinion on price 40% normal, 32%respondents high,
22%have very high

CHART NO: 5.11

your opinion on availability of spinco brand in the market

40

30

20

10
Frequency

0
highly satisfied satisfied neutral

your opinion on availability of spinco brand in the market

TABLE NO: 5.12

Respondents based on strong brand image

particulars Frequency Percentage

Yes 28 56.0

No 22 44.0

Total 50 100.0

Sources:- Primary data

Inference:

From above table shows that frequency of strong brand image is 56% of yes and 44%
of no.

CHART NO: 5.12

whether spinco is having a strong brand image

30

20

10
Frequency

0
yes no 3

whether spinco is having a strong brand image

TABLE NO: 5.13

Respondents based on discount provide

particulars Frequency Percentage

Highly satisfied 17 34.0

Satisfied 24 48.0
Neutral 9 18.0

Total 50 100.0

Sources:- Primary data

Inference:
 The total number of respondents 50, discount provide they satisfied 48%, 34%belong
highly satisfied ,18%belong to the neutral

CHART NO: 5.13

are you satisfied withthe discount provide by the spinco

30

20

10
Frequency

0
highly satisfied satisfied neutral

are you satisfied withthe discount provide by the spinco

TABLE NO: 5.14

Respondents based on switch over to other brand

particulars Frequency Percentage

Yes 19 38.0

No 31 62.0

Total 50 100.0

Sources:- Primary data

Inference:
The above table infers that 62% of the respondents belong to the No, 38%of the
belong to the yes.

CHART NO: 5.14

do you like to switch over from this brand to other brand

40

30

20

10
Frequency

0
yes no

do you like to switch over from this brand to other brand

TABLE NO: 5.15

Respondents based on if yes

particulars Frequency Percentage

Quality 5 10.0
Price 11 22.0
Credit 7 14.0
Customer satisfaction 1 2.0
Other 26 52.0
Total 50 100.0

Sources:- Primary data

Inference:

The above table infers 52% of the others, price will be more 22%,credit belong to the
14%

CHART NO: 5.15

if yes means
30

20

10
Frequency

0
quality credit other
price customer satifaction

if yes means

TABLE NO: 5.16

Respondents based on suggest buy this brand

particulars Frequency Percentage

Yes 20 40.0

No 11 22.0

Some time 19 38.0

Total 50 100.0

Sources:- Primary data

Inference:
 The above table infers that 40% belong to the Yes, 38% belongs to the some time
22% belong to the No

CHART NO: 5.16

do you suggeust your friend and relatives to buy this brand

30

20

10
Frequency

0
yes no some time

do you suggeust your friend and relatives to buy this brand

TABLE NO: 5.17

Respondents based on comments on quality

particulars Frequency Percentage

Superior then competitor 18 36.0

Equal to competitor 27 54.0

Inferior to competitor 5 10.0

Total 50 100.0

Sources:- Primary data

Inference:
 Out of the total 50 respondents surveyed 54% of the respondents (a maximum) had
comments of equal to competitor,36% of the respondents had superior than competitor 10%
of the respondents belong to inferior to competitor.

CHART NO: 5.17

give me your comments on the quality of spinco brand

30

20

10
Frequency

0
superior then compet equal to competitor inferior to competit

give me your comments on the quality of spinco brand

5.18 WEIGHTED AVEAGE METHOD

The Respondents are asked about some factors Listed below in the organization

Factors H.S S N Total

Satisfied the quality 15 23 12 50
Viability 10 26 14 50
Discount provide 11 29 10 50

Point Weight age 3 2 1

Factors H.S S N Total Average Rank
Satisfied the quality 45 46 12 103 2.06 1
Availability 30 52 14 96 1.92 3
Discount provide 33 56 10 99 1.98 2
Inference:-

The Value obtained is in positive where it inters that a change in one variable was on
opposite change in another variable from the correlation analyses it is interred that when the
customers understand about their then they adopt to the organization

5.19 CORRELATION
Satisfied with
Discount provide Opinion on the
X2 Y2 XY
by the spin co price of spin co
X Y
11 10 121 100 110
29 26 841 676 754
10 14 100 196 140
∑ x = 50 ∑y = 50 ∑x = 1062
2
∑y = 972
2
∑xy = 1004

r = (Σxy x N) – (Σx x Σy)

√Σx2 x N – (Σx2) √ Σy2 x N – (Σy)2
 = (1004 x 3) – (50 x 50)
√1062 x3 – (50)2 √972x 3 – (50)2

= 3012 – 2500
√3186 – 2500 √2916 – 2500

= 512 = 512
√686x 416 √235,376

= 512 = + 0.95
534

CHAPTER VI

FINDINGS OF THE STUDY

• surveyed 86%of the respondent (a maximum) had male

• 80%of the total customer. 20% of the agent

• 54% of the respondents brand choice has been spin co brand

• surveyed 44% of the respondents (a maximum)

• Had purchased 5-10 yr

• Most of the respondents may know the brand for agent 32%

• The respondents selecting the brand 44% belong to the quality & price 10% of the
respondents
• The above table infers that 52% belong to the spin co brand, 38% belong to the AFT
satisfied

• The above table infer that 54% of purchase directly from the company

• The above table infers that 36%of quick sales, 58%of cost benefit

• The most respondents may opinion on price 40% normal, 32%respondents high

• From above table shows that frequency of strong brand image is 56% of yes and 44% of
no

• The total number of respondents 50, discount provide they satisfied 48%

• The above table infers that 62% of the respondents belong to the No, 38%of the belong to
the yes.

• The above table infers 52% of the others, price will be more 22%,credit belong to the 14%

• The above table infers that 40% belong to the Yes, 38% belongs to the some time

22% belong to the No

CHAPTER VII

CONCLUSION & SUGGESTION

• From this study we found that most of the customer and agent prefer from cone yarn

product because it provides quickly finished product.

• Only some of the agent are well-known with the cone yarn product and other customer

does not have even the basic awareness about the hank product also those agent who

are having the hank product because it gives very slow of finished product while

comparing to cone yarn product

• Consumer will switch for the reasons for increase in their purchase ability or income,

discounts offered by competitive companies

• Thus the product shows variety seeking buying behaviors among the consumer and

hence the brand switching attitude in high. This is unavailable

 CHAPTER VIII

LIMITATION OF THE STUDY

• Due to shortage of time we did not meet more respondents

• As spinco is enjoys a high brand equity in the might bias the findings

• most of the customer did not spend more time in the questionnaire so it might affect

the quality of the data collection

• The study is based upon small population like 50 sample

 ANNEXURES

9.1 QUESTIONNAIRE

A STUDY ON MARKET SURVEY ON THE BRAND EQUITY OF PONDICHERRY

CO OPERATIVE SPINNING MILLS LTD THIRUBUVANI
QUESTIONNAIRE

Name:

Age:

Sex:

Occupation a) customer b) agent

Name of the Organization:

1. What is your favorite brand?

a) Spin co b) AFT c) others.

2. How long do you consume this brand for business purpose?

a) 5-Yr b) 5-10 Yr c) 10-15 Yr d) 15-20 Yr e) >20Yr

3. How did you come to know about the brand?

a) Print Media b) Visual Media c) Friends d) Agent e) Others

4. In what basis you are selecting the brand?

a) Quality b) Price c) Brand name.

5. In recent period which brand you have purchase?

a) Spin co b) AFT c) others

6. What comes to your mind when, I say Spinco

7. Are you satisfied with the quality of the brand?

a) Highly Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly Dissatisfied
8. Channel of purchase?

a) Directly from the company

b) From the agent

9. Please specify the reason for using this brand?

a) Quick sales b) Cost benefit c) Traditional of purchasing availability

10. Your opinion on the price of Spinco product?

a) Very high b) High c) Normal d) Low e) Very low

11. Your opinion on availability of Spinco brand in the market?

a) Highly Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly Dissatisfied

12. Whether Spin co is having a Strong Brand Image?

a) Yes b) No

13. Are you Satisfied with the discount provide by the Spinco?

a) Highly Satisfied
b) Satisfied
c) Neutral
d) Dissatisfied
e) Highly Dissatisfied

14. Do you like to switch over from this brand to other brand?
a) Yes b) No

a) If yes Means,

The Reason For to Switch Over

a) Quality b) Price c) Credit d) Customer Satisfaction e) Others

15. Do you suggest your friend and relatives to buy this brand?

a) Yes b) No c) Some time

16. Give me your comments on the quality of Spinco brand?

a) Superior then competitor
b) Equal to competitor
c) Inferior to competitor

17. Any suggestion on Spinco

_______________________________________________________________
________________________________________________________
 9.2 BIBILIOGRAPHY

BOOKS

1.Marketing Management “Philip Kotler” [PRENTICE HALL OF INDIA PVT,LTD NEW

DELHI-110001,2003.] 11th EDITION

2. Research Methodology “ C.R.Kothari”[NEW AGE

INTERNATIONAL(P)LIMITED,HYDERABAD]
2ND EDITION.

3. Marketing “Dr N. Rajan and sanjith.R.Nair”[SULTAN CHAND&SONS Daryaganj

New Delhi-110002,1987]6th EDITION.

4. Marketing Management S.A.Sherleker[PRENTICE HALL OF INDIA PVT,LTD NEW

DELHI-110001,2003.] 1stEDITION

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