Project Report on Customer Prnneference and Brand Awareness Mahindra Pumps - Copy

8/10/2019 Project Report on Customer Prnneference and Brand Awareness Mahindra Pumps - Copy

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TABLE OF CONTENTS

Page No.

I Introduction

1.1 Introduction 1

1.2 Objectives of the study 3

1.3 Scope of the study 4

1.4 Limitation of the study 5

II Research methodology 6

2.1 Research Design 62.2 Sampling Design 7

III PROFILES

3.1 Industry Profile 8

3.2 Company Profile 13

3.3 Product Profile 16

IV. DATA ANALYSIS AND INTERPRETATION 21

V. FINDINGS 45

VI SUGESSTIONS 46

VII. CONCLUSION 47

VIII. ANNEXURE 48


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LIST OF TABLES

Table No: PARTICULARS Page. No

1. Classification of respondents based on age 21

2. Classification of respondents based on area 22

3. Table showing the income group of the respondents 23

4. Table showing the respondents nature of the job 24

5. Table showing the purpose of using the pumps 25

6. Table showing the services offered by the company 26

7.

Table showing the awareness of the respondents towards the company 27

8. Satisfaction of respondents towards the size and model of pumps 28

9. Table showing the brands using by the respondents 29

10. Table showing the awareness of the respondents towards various pumps30

11. Table showing the media which influence the respondents 31

12. Table showing the opinion of the respondents towards various attributes32

13. Table showing the ranking of Brands with quality as an attribute 33

14. Table showing the ranking of Factors towards Mahendra Pumps 35

15. Table showing the types of pumps preferred by respondents 37

16. Table showing the respondents attitudes towards the delivery of pumps 38

17. Table showing the companys acceptability of complaints 39

18. Table showing the services offered by the company 40

19. Table showing the present market position of the company 41

20. Cross classification between the respondents based on area and the 42

respondents towards the company

21. Cross classification between the services offered and present 43

position of the company


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LIST OF CHARTS

Chart No: PARTICULARS Page.

No

1. Classification of respondents based on age 21

2. Classification of respondents based on area 22

3. Chart showing the income group of the respondents 23

4. Chart showing the respondents nature of the job 24

5. Chart showing the purpose of using the pumps 25

6.

Chart showing the services offered by the company 267. Chart showing the awareness of the respondents towards the company 27

8. Satisfaction of respondents towards the size and model of pumps 28

9. Chart showing the brands using by the respondents 29

10. Chart showing the awareness of the respondents towards various pumps30

11. Chart showing the media which influence the respondents 31

12. Chart showing the opinion of the respondents towards various attributes32

13. Chart showing the ranking of Brands with quality as an attribute 33

14. Chart showing the ranking of Factors towards Mahendra Pumps 35

15. Chart showing the types of pumps preferred by respondents 37

16. Chart showing the respondents attitudes towards the delivery of pumps 38

17. Chart showing the companys acceptability of complaints 39

18. Chart showing the services offered by the company 40

19. Chart showing the present market position of the company 41

20. Cross classification between the respondents based on area and the 42

respondents towards the company21. Cross classification between the service offered and the present 43

position of the company


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PUMP INDUSTRYAN OVERVIEW

Introduction:

The study entitled A Study on the Consumer preference and Brand awareness

on various pumps was conducted in Coimbatore with special reference to Mahendra

Pumps. The study was undertaken to know the preference level of consumers towards

various pumps. The study covers various brands like Open well submersible pumps,

Borewell submersible pumps, Monobloc pumps, Compressor pumps, Jet pumps, in

relation to various aspects. The survey was conducted by collection from various

consumers (Dealers).

The expectations of the consumers are quite high. Many expect high performance,

Zero error in billing and in need of more collection centers. The experience of the

consumers and their rating of the pumps are moderate, proper awareness should be given

importance. As the study was limited to Coimbatore town only, it was possible to

understand the demographic profile and consumer preference.

The preference of individual consumers depends mainly on annual income and

actual performance of the product as well as external influencing factors like society and

etc.; consumers prefer the advice of others also. Consistency in performance, level of

satisfaction has a major impact. The study of consumer preference towards pump users

gives an idea of individual preference towards the product based on various influencing

factors like Price, group influences, social influences and psychological influences. It also

gives an idea on rating of product done by the consumers generally etc, particularly

relating to Coimbatore.

The main objective of the study was to identify the preference level and Brand

awareness of Mahendra Pumps Pvt. Ltd., in the consumers mind, to know the reason for


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preferring the particular brand over the other brands and finally to receive the suggestions

for the further improvement.

The type of researchundertaken for the study was Descriptive Researchand

the sampling design wasjudgmental sampling.

Both primary and secondary data was collected by interview method and referring

the company manual and website of the company. The statistical tool used in the study

was percentage analysis, ranking method, chi square test.

The limitation of the study was that the data provided by the respondents may be

false at times and it is confined to 150 consumers only and conducted in Coimbatore

only.

Objectives of the study:

Primary Objective:

To identify the customer preference and brand awareness towards of

Mahendra pumps Pvt. Ltd., Coimbatore.

Secondary Objective:

To identify the factors which influence the customers in choosing various pumps.

To identify the factors which determine the selection of a particular brand.

To offer suggestions to improve sales.


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Scope of the study:

It helps the organization to understand the consumer psychology on choosing the

service so that easily the services can be positioned.

It assesses the preference of choosing various pumps by the respondents .

This study helps us to know the consumer perception towards Mahendra Pumps

and other competing brands.

It also helps to asses the real opinion and mindset of consumers and aids to meet

out their expectation in future in turn that will increase the volume of sales .

It helps the company to understand the efficiency of existing service providers to

the consumers, so that it can create the root for further improvement .

It identifies the usage level of the consumers so that it helps the company to

educate the customers towards the services availability. So that it really creates an

impact on consumer preference towards the services.

Limitations of the study:

Some of the respondents are not willing to give an interview while some are refusing

to answer the questions.

Time given for collecting and analyzing the data is not sufficient

The researcher collected details only from 150 respondents, the sample size is small

when compared with population. So it may not reveal the exact opinion of the

respondents.

Since the study is restricted with Coimbatore city it may not reveal to other areas.


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Research Methodology:

Research is a scientific and systematic search for pertinent information. The

research is carried out to arrive at a conclusion in order to find a new relationship by

selecting representative subsets with the size of about 150 customers within a particular

framework is called research methodology.

Research design:

It is a conceptual structure within which research should be conducted.

Thus the preparation of such design facilities research to be as efficient as possible and

will yield maximum information.

Descriptive Research:

Descriptive research studies are those studies which are concerned

with describing the characteristics of a particular individual or a group. The

type of research that s done is descriptive.

Data Collection:

The primary data was collected in the form of personal interview.

Secondary data was collected by means of journal, magazines, websites &

newspaper.

Research Instruments:

The research instrument used in structured questionnaire having

Closed-ended questions. Questionnaire is the tool used for the collection of

data.

Closed-ended questions:

It refers to the questionnaire in which the respondent is given a

limited number of alternatives, from which he has to select the one which

closely matches the questionnaire or attitude with Dichotomous Questions,

Multiple choices and Ranking Method.

Sample Design:


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Sampling:

Sampling design is the process of selecting representative subsets of a total

population for obtaining data for the study of the whole population. The subset is

known as sample.

Sampling Population:

The first step in the sampling process is the definition of the population, which can be

defined in terms of elements, sampling units, extend and time. For the present study

undertaken the population was consumers who using various pump service like

Centrifugal Monoblock Pumps, Borewell Submersible Pumps, Jet

Pumps etc.,

. Sampling Size:

The idea of the size of the sample which has taken for the project study is

about 150 customers.

Tools Used:

The tools used for interpreting the samples are percentage analysis and

ranking method such as Chi-Square Test.

Percentage Method:

Percentage refers to the kind of a ratio. Percentage is used in marketing

comparison between two or more series of data and to describe relationship.

Chi-Square Test:

Chi-Square test is used to test the goodness of fit. The test used to find out

whether the difference between the expected and observed values is significant or

not.

Chi-Square test = (Oi - Ei)2/ Ei

INDUSTRY PROFILE


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Pumps are the vital elements in an enormous range of fluid handling applications

& range from small household pumps to immense units utilized in the water, chemical and

energy industries. pump performance requirements and duties vary considerably in terms

of material of construction, wide range of temperature, pressure, viscosity, density etc.

pumps are employed in almost all the industries.

Growth of Pump Industry

Although some pumps were used in 19th

century, the real growth of pump industry

took place in 20th

century.

1905: Multistage Centrifugal Pumps were developed.

1929: Considerable light was thrown on the vexing problem of pressure pulsations in large

hydraulic turbines and pumps.

1932: Proper understanding of the origin and nature of pressure pulsations & the

accompanying, vibratory, structural, mechanical response.

1955: Dependence of cavitation erosion on liquid was established. This led to an

understanding of why high-energy pumps are ore likely to suffer from this damaging

phenomenon.

1956: How the thermodynamic vaporization properties of the pump liquid could lead to

reduction of cavitation activity at high temperatures at the same NPSH(Net Positive

Suction Head).

1994: How cavitations can cause profound instabilities in pump & inducer operation.1990

2000: it is found that sometimes obscure fluid phenomena can produce mechanical

instability in rot dynamic pumps.

Drivers of Pump Development

Industrial Revolution: Pump industry has been fueled by the massive demands on

the industrial revolution that built our modern society.

Post World War II Expansion: In order to satisfy the pent-up demand that had

gone unfulfilled in war years. Here the emphasis was on large, multistage electric

utility boiler feed water pumps & oil-field injection & pipeline pumps.


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Energy Crisis: Energy crisis all over world led to lot of research & development

work for develop in energy sufficient pumps & systems.

Environmental Challenges: Curbing emissions was the paramount concern. This

influence has led to better sealing of pumps including seal less, magnetically

coupled chemical pumps. The ultimate product in this regard could be integral

motor pump.

Globalization: The fluid engineering &other technical challenges are assumed to

be solvable by the MNC who emphasis quality, productivity & faster delivery of

the product in order to battle global market share. The apparently mature pump

product has a lot of room for improvement. The technical improvements will

continue to be necessary to maintain global competitiveness.

Applications of Pumps:

Various applications of pumps are listed

below: Transportation: It is a prime function.

Circulation: For homogenizing the temperature and/or composition of fluid.

Mixing: Two or more streams can be connected at the suction of pump & mixing

can be achieved.

Injection: High pressure can be developed by using pump & fluid that could be

injected in pipe or tank.

Metering: Pumps can be used as metering device

Pressure Reducing Device: Rotary pumps can be used for reducing the pressure

inpolymers.

Agitator Pump: Submersible pumps keep the solid in suspension & prevent

setting.

Vacuum Generation: Liquid ring vacuum pumps are well known. Dry vacuum

pumps are also well developed.

Reactor: When two liquids are to be reacted with very small residence time then

pump can be used.


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INDIAN PUMP INDUSTRY - A REVIEW

The Indian Pump Industry has more than 500 manufacturers of large, medium and

small scales with worker strength of over 30,000 producing of about 1.2 million pumps.

Indian market for pump is estimated to be Rs.25,000 million growing at an annual rate of

8%. Indian Pump Industry at present met the pump requirements of 95% of applications.

Indian Pump Manufacturing Association has been founded by Indian Pump

Manufacturing Industry.

Objectives of IPMA:

Interact with Governmental, technical and standardization authorities for

prompting the growth of pump industry, both qualitatively and quantitatively.

Coordinate with users of pumps, consultants and manufactures of components

and prime movers, in order to bring product standardization and technology up

gradation.

Disseminate information on the developments in the pump industry in India

and abroad.

Identify and strengthen industrys role in the techno-economic development of

the country.

Act as a catalyst to bring about growth and development of the Indian

Pump Industry inline with global trends.

Work towards globalization of Indian Pump Industry and integration into world

economy.

Create awareness and support industry efforts on quality, technology

up gradation, export etc.

Identify and address special needs of small-scale sector.

Activities of IPMA:

IPMA plans and undertakes various activities from time to time, such as:


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Holds Regional, National and International Conferences, Seminars,

Workshops, Meetings, Trade Fairs and Exhibitions.

Submits recommendations, represents and

memoranda. Sponsors delegations.

Publishes quarterly journal, directory and other literature from time to

time. Strives to promote exports.

Maintains liaison with similar Associations within and outside India.

Spreads awareness and extends participation of the industry on national

concerns like energy conservation.

Coimbatores First pump was produced at DPF in the year 1928. Indias

First Motor Produced at M/S Argus Industry in Coimbatore in 1937.

Coimbatore contributes more than 40% of countrys total requirements.

Till 1928 all pumps were imported from other countries.

Till 1936 all motors were imported from other countries.

Then India entered into the field of pump and motor manufacture and

the import of pumps and motors stopped entering the Indian Market

Swadeshi Indian Pump Industry had made a transition in letting out water

from wells with bullet drawn technology to electrically activated pumps

with better efficiency.

This had paved the way for Green revolution in Indian agriculture sector.


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COMPANY PROFILE

Today, Mahendra group is represented by a number of companies in various

domains.

The first company to be formed was Mahendra Pumps (P) Ltd.,Established

in 1960, it started the production of agricultural pumps & motors. Then came the inception

of Mahee Engineering (P) Ltd Unit - I. Instituted in 1973, Mahee Engineering (P) Ltd

Unit - I. deals with the manufacturing of pumps for portable engines. In 1977 Marvel

Engineering Industries was established. This unit is involved with the manufacture of

domestic pumps & single-phase pumps for agricultural application.

In 1985, Mahendra Submersible Pumps (P) Ltddealing with the manufacturing

of Submersible pumps & Jet pumps for domestic & agricultural application was founded.

The institution of Mahendra Spinning Mills Pvt. Ltd. in 1991 marked the extension of

Mahendra group's expertise in the textile domain. This unit deals with the production of

Cotton Yarn.

The Mahee Engineering (P) Ltd Unit - II, established in 1996 deals with the

Manufacture of Bore-well compressor pumps.

Mahendra Group of companies is having four decades of experience as a premier

manufacturer of pumps in India. The expertise that comes from constant innovation of an

insight on customer requirements and products that spell excellence both in terms of

quality and performance, all combine to make Mahendra one of the most trusted names

worldwide.

Corporate Office of the company is in Mahendra Pumps Private Limited,

Puliakulam road, Coimbatore.


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Sri K. Ramdass andSri R. Krishnamoorthy started Mahendra Group of

companies in the year 1960. What was started as a foundry unit and later embarked upon

for manufacture of agricultural pumps and motors, has today grown into a group of

companies comprising of::

MILESTONES OF THE COMPANY

YEAR COMPANY PRODUCTS

1996 Mahee engineering (p) Ltd., Manufacturing bore well

compressor pumps.

1991 Mahendra Spinning Mills Production of cotton

Pvt. Ltd., yarn.

1985 Mahendra Submersible Manufacturing

Pumps (p) Ltd., submersible pumps for

domestic applications.

1977 Marvel Engineering Manufacturing

Industries domestic pumps for

Agricultural applications.

1973 Mahee Engineering (p) Ltd., Manufacturing pumps Unit-I for

Portable engines

1960 Mahendra pumps (p) Ltd., Production of agricultural


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pumps and motors commenced.

Management of the company comprises of Sri.K.Ramadassas Chairmanand his

three sons- Mr.Mahendra Ramdass, Mr. VidhyaSagar Ramdassand Mr. JaiKumar

Ramdass- asManaging Directors. Overall turnover of the company is around 50 Crores.

Quality Policy of the Company:

To achieve excellence through continuous improvements in products, service,

skill level and adherence to standards and systems.

Branches and Dealer Network:

Mahendra Company is having a dealer network of 2000. Company insists the

dealers to keep stock of a minimum of 200000.

Regarding the dealers appointment. Company will look into the creditability and

reputation of the dealer mainly and also look whether he has past experience in a reputed

company. Also he has to give a security deposit between 10000 and 50000 to the

company. Dealer must be capable of investing in company and its products and also he

must capable of achieving sales targets.

Coimbatore is the place where manufacturing is done and products would be send

to different branches, then to Dealers and then to Customers.

Company is having 15 branches allover the country. But as the company is situated

in Coimbatore, there is no branch in Tamilnadu. Instead the company is having a

Showroom called Mahendra Agencies. Thus the sales are done in Tamilnadu.


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PRODUCT PROFILE

Mahendras pumps are designed for various application ranging from

domestic/agricultural & industrial applications.

Centrifugal Monoblock Pumps

Borewell Submersible Pumps

Jet Pumps

Monoblock Pumps

Openwell Submersible Pumps

Self Priming Monoblock Pumps

Centrifugal Monoblock Pumps:

Salient Features:

Compare and study design ensuing long life.

Light Weight and easy to install.

Specially designed motors ensure low power consumptionManufactured as per IS 9079.

Applications:

Domestic and gardening

Industry

Automobile service station


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Borewell Submersible Pumps

Salient Features:

No noise pollution

Light weight and easy to install.

Easy to maintain.

Stainless steel body.

Long troubleFree interrupted

service. High operating efficiency.

Applications:

Domestic, industrial and Agricultural

applications. Water supply to high rise buildings.

Fire fighting for small and medium plants.

Low power consumption.

Jet Pumps:

Salient Features:


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Compact & sturdy design ensuring long life.

Light weight and easy to install.

Specially deigned motors ensure low power

consumption. Pumps conform to IS 12225-87.

Applications:

Domestic and Agricultural.

Filling of industrial and storage tank.

Monoblock Pumps:

Salient Features;

Monoblocks are manufactured as per IS 9079.

Dynamically balanced Cats iron impellers.

Dynamically balanced rotors ensure longer bearing life.

Applications:

Ideal for Agriculture.

Industrial applications like cooling towers, air conditioning

etc. Suitable for water supply scheme.

Openwell Submersible Pumps:


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Salient Features:

Easy to install

No foundation required.

Flooded suction.

No Priming problem.

Water lubricated bearings.

Applications:

Domestic water supply.

Fountains.

Self Priming Monoblock Pumps:

Salient Features:

Wide operating head and discharge range.

Portable & Compact.


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Noise free operation.

Available in non self priming and self priming models.

Applications:

Domestic and Gardening.

Construction sites.

Automobile service stations.

FINDINGS:

6% of the respondents are aware of brands used in Mahendra pumps.

Most of the respondents had ranked Quality of Mahendra as 1st

and Brand

Image as the 2nd

.

Most of the respondents ranked Texmo pumps as 1st

and CRI pumps as the 2nd

.

Most of the respondents say that the company has to increase its sales through

advertising.

68.66% of the farmers are aware of Mahendra Pumps.

72.66% of the respondents are using the pumps for the purpose of agriculture.


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64.66% of the respondents are not aware of about Mahendra pumps.

Most of the respondents are influenced through the signboards than

other advertising media.

Most of the respondents are not satisfied with the pump model and size of the

brand Mahendra.

22.66% of the respondents are selecting a particular brand by means of

advertising effectiveness and next by their personal opinion.

55.33% of the respondents mostly prefer Borewell Submersible pumps.

Most of the respondents state that the position of the company is neither satisfied

nor dissatisfied.

Most of the respondents suggest the company to improve advertising

effectiveness and next to increase the speed capacity (hp) of the pumps.

SUGESSTIONS

The frequency of advertisement should be increased by the company, so that

its sales can be increased.

As the sales is below average, the company should concentrate on familiarizing

the product and create a better awareness in the minds of in the minds of

customer.

Most of the respondents are selecting a particular brand by the personal opinion

and by the force of agents, so the company should maintain smooth relationship

with agents.


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CONCLUSION

The study provides vital information of the company regarding the customers

opinion and their expectation towards the brand. From the study the researcher had

identified that the companies has to cater to the needs and wants of customer in order to

increase the preference level. By innovating on new products and more concentration on

electronic items the company can survive in the long run.

BIBLOGRAPHY

Gupta S P, Statistical Methods, Sultan Chand and Sons, New Delhi, 1995

Boyd, West Fall and Stasch, Marketing Research, Sultan Chand and Sons,

New Delhi, 2000

Sharma D.D, Marketing Research, Sultan Chand and Sons, New Delhi, . 1999

Kotler.P, Marketing Management, Pearson Educ, (Singapore) Pvt Ltd, New Delhi,

2003

Kothari C.R, Research Methodology - Methods and Techniques,

New Age International (P) Ltd, New Delhi. 2002


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QUESTIONNAIRE

Name of the dealer :

Age : a) Below 30 b) 30-35 c) 35-40 d) 40-45

e) Above 45

Area : a) Rural b) Urban

Income per month : a) Below 8000 b) 8000-15000 c) 15000-20000

d)

Above 20000

1.What is the nature of job you are indulged in?

a)Farmer b) Sub dealer c) Professionals d) others_____________

2.What is the purpose of using pumps?

a)Agriculture b) Domestic c) Industrial d) other usage_________

3.Which of the services offered by the company preferred are by you?

a)Operational Demonstration b) Rectification of field Complaints

c) Briefing of Check Lists d) Service during warranty periods.

4.Are you aware of Mahendra pumps?

a)Yes b) No


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5. If yes, please specify the present pump size and the pump model of the company?

a) Highly satisfied b) satisfied c) Neither satisfied nor dissatisfied

d)

Dissatisfied e) Highly Dissatisfied

6.Specify the brand of pumps that you are using now?

a) Suguna b) Texmo c) CRI d) Mahendra e) Others__________

7. What are the pumps you are aware off in the market?

a) Suguna b) Texmo c) CRI d) Mahendra e) Others__________

8.Which media influenced you to go for Mahendra pumps?

a)T.V b) Radio c) Newspaper d) Sign boards e) Others_________

9.Specify the media you want to suggest to give advertisement of the company?

a) T.V b) Radio c) Newspaper d) Word of mouth e) Others ________

10. Your opinion towards Mahendra pumps?

Attributes Good Moderate Poor

Quality

Durability

Availability of

Spares


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11.Rank the Brands with quality as an attribute. (Rank 1 to 4, 1- most preferred and

4- least preferred)

Brands 1 2 3 4

Suguna

Texmo

CRI

Mahendra

12.Rank the following factors which influence you to go for Mahendra?

(Rank 1 to 6, 1-most preferred and 6-least preferred)

Factors Ranks

Quality

Durability

Brand image

Advertisement

Low price

Capacity(HP)

13. Which model of pump do you prefer?

Open well submersible pumps

Bore well submersible pumps

Mono block pumps

Compressor pumps

Jet pumps.


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14. How do you feel about delivery of pumps?


d)

Dissatisfied e) Highly Dissatisfied

15.What do you think about companys acceptability of complaints?


d)Dissatisfied e) Highly Dissatisfied

16.What do you feel about the services provided by Mahendra pumps?



17.How do you feel about the present market position of Mahendra pumps?



18.Your suggestion to improve or launch the product.

Documents

Project Report on Customer Prnneference and Brand Awareness Mahindra Pumps - Copy