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A

PROJECT REPORT

On

Study the awareness and purchasing behavior of customers

for

Kajaria ceramics Ltd. among the Kolkata customers

: SUBMITTED TO:

UNIVERSITY OF PUNE

IN PARTIAL FULFILMENT OF THE REQUAREMENT

FOR THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

: SUBMITTED BY:

MD IMRAN ALI

MBA (MARKETING)

(2009 2011)

ALARD INSTITUTE OF MANAGEMENT SCIENCES

Affiliated to university of Pune


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ACKNOWLEDGEMENT

It gives me an immense pleasure while submitting this dissertation for partial

fulfillment of award of Master in Business Administration.

I take this opportunity to extend my heartfelt gratitude to Mr. Mukesh Awasthi

Regional manager (project) for giving me an opportunity to work in the esteemed

organization.

I also extend my sincere thanks to Mr. Jayanto, Mr. Om pandey and Mr. Tapan who

have guided me in collection of details through the duration of the project with

patience and helped wherever I faltered. I also express my sincere thanks to all the

staff members of Kajaria Ceramic Ltd. who helped me in my endeavor.

I would like to thank to Dr. Mr. J.K Sirur, Director, Alard Institute of Management

Sciences for giving an opportunity to go beyond classroom and learn the corporate

aspect.

I thank Prof. Rishikesh Kumar, internal project guide, for his guidance from time to

time and sharing knowledge and experience toward the successful completion of my

project.

MD IMRAN ALI

MBA

(MARKETING)

ALARD INSTITUTE OF MANAGEMENT SCIENCES

PUNE


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DECLARATION

With due respect I MD IMRAN ALI hereby declare that I have successfully

completed my summer project period of 60days with effect from 15th of May 2010 to

15th

July 2010 at Kajaria ceramic ltd.

I also assure that the project is prepared, as a part of partial fulfillment for requirement

for the award of Master in Business Administration (MBA) by University of Pune and

the same has not been produced before any other university or any Institution.

Date: MD IMRAN ALI

Place:


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EXECUTIVE SUMMERY

Kajaria ceramic ltd. was incorporated on 20th December 1985 at Kanpur. Itmanufactures glazed and unglazed wall & floor tiles. The company obtained the

certificate of commencement of business on 20th January 1986. It was promoted by

Shri Ashok Kumar Kajaria, his associate and Kajaria Exports Ltd.

Kajaria Ceramics Limited is the largest manufacturer and exporter of ceramic wall

and floor tiles in India. Kajaria is the first tile company to win the Super brand Status.

The title of the project is: Study the awareness and purchasing behavior of

customers for Kajaria ceramic ltd. Among the Kolkata customers.

The purpose of conduction of this project is to know about brand awareness of

kajaria ceramic ltd among developers of Kolkata and there purchasing behavior.The area of operation is limited to Rajar hat and salt lake area of Kolkata. The main

tool used to carry out this project is structured questionnaire which is the part of theopinion survey method.

The main objective to conduct this research is:

To know brand awareness and factors that affects the customer buying

behaviour.

Along with this main objective, other secondary objectives are also get

fulfilled. These objectives are:

To determine the level of satisfaction of existing customers.

To identify the factors related with the switching off customers from

companys brand to other brand.

Findings of the project are:

During the project I found that there was huge brand image of kajaria ceramic tiles

among the customers.

The customers of kajaria ceramic tiles were loyal. Most of them were hard core loyal.


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Customers were using kajaria ceramic tiles in there project instead of high price

because of its quality.

Kajaria ceramic tiles have very strong dealers network.

Customers of kajaria ceramic tiles were not satisfied with the credit facility and

price off.

The following are some of the important recommendations made:

Kajaria ceramic tiles prices are comparatively high than its competitors so peoplesometimes switch to other competitors due to budget problem so they should have to

adjust their prices which are relatively equal to their competitors.

As they claim that they offer vast range of colours and designs but in their display

centres all the range of colours and designs are not available so they have to display

all the possible range of colours and designs.

Kajaria ceramic ltd should adopt flexible credit facility.

Kajaria ceramic ltd should take into consideration about accuracy in size and shade.


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TABLE OF CONTENTS

SRNO TOPICS PG NO

1 INTRODUCTION 1-9

1.1 About ceramic industry 2-4

1.2 Company profile 5-7

1.3 Definition and objective of the project 8

1.4 Scope of the project 9

2 REVIEW OF LITERATURE 10-23

2.1 Organization buyer behavior 11-22

2.2 Brand awareness 23

3 RESEARCH METHODOLOGY 24-29

4 DATA ANALYSIS AND INTERPRETATION 30-42

5 FINDINGS 43-44

6 LIMITATION OF THE PROJECT 45-46

7 RECOMMENDATION 47-48

8 CONCLUSION 49-50

9 ANNEXURE 51-55

9.1 Questionnaire 52-55

10 BIBLIOGRAPHY 56-57


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List of Tables

Table

No.

Title Page

No.

3.1 Research methodology for project 29

4.1 Brand awareness among the customers 31

4.2 Preference of customers to tiles brand 32

4.3 Reasons for using Kajaria ceramic tiles in the project 33

4.4 Reasons for not using kajaria ceramic tiles in the project 34

4.5 Rating by customers for attributes of kajaria ceramic tiles 35

4.6 Sources from where customers purchase kajaria ceramic tiles 36

4.7 Customers satisfaction with sales representative of company 37

4.8 Customers satisfaction with the dealers of company 38

4.9 Reasons to not deal with the company representative 39

4.10 Factors that influence buying decisions of customers 40

4.11 Satisfaction of customers with the display centre of kajaria

ceramic tiles

41

4.12 Customers expectation from kajaria ceramic tiles 42


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List of graph

Graph

No.

Title Page

No.

4.1 Brand awareness among the customers 31

4.2 Preference of customers to tiles brand 32

4.3 Reasons for using Kajaria ceramic tiles in the project 33

4.4 Reasons for not using kajaria ceramic tiles in the project 34

4.5 Rating by customers for attributes of kajaria ceramic tiles 35

4.6 Sources from where customers purchase kajaria ceramic tiles 36

4.7 Customers satisfaction with sales representative of company 37

4.8 Customers satisfaction with the dealers of company 38

4.9 Reasons to not deal with the company representative 39

4.10 Factors that influence buying decisions of customers 40

4.11 Satisfaction of customers with the display centre of kajariaceramic tiles

41

4.12 Customers expectation from kajaria ceramic tiles 42

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