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SUMMER TRAINING REPORT SUBMITTED TOWAEDS THE PARTIAL FULFILLMENT OF POST GRADUATE DEGREE IN
INTERNATIONAL BUSINESS
TITLE OF REPORT:
Study and Estimate the Potential of the Interior Design Glass in the Showroom and ATM segment
SUBMITTED BY: NAME : YAMINI VERMA
IMBA-IB (2005-2009)Roll No. : A1210209A58
INDUSTRY GUIDE: FACULTY GUIDE:
MS.KOKIL JAINMR.LALIT K YADAV(MANAGER- INTERIORSSAINT GOBAIN GLASS INDIA)
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EXECUTIVE SUMMARY
Saint Gobain is one of the major players in the glass industry in India, and a
global leader in the glass industry. The manufacturing base of the company
is at Sriperumbudur near Chennai in India. The project was carried out in
New Delhi and the National Capital Region.
This report has been made with a view to cover some of the aspects of the
interior design glass industry and recommend an entry level strategy to
Saint Gobain Glass India in the interior design glass segment. The market for
this product is still in the nascent stage and has a huge market potential in
the future.
In order to study the market, I have researched the market at each level of
the purchase process of interior design glass. This includes interviewing
Showroom franchisee, Corporate Offices, Architect & interior designers,
Contractors and Suppliers. On the basis of my research, certain observations
were noticed and the same have been documented.
The various issues handled by me during the research and covered
extensively in the report are: Questionnaire design, Interviewing
respondents, Data Analysis, SWOT Analysis and Recommendations for entry
level strategy.
The report has been made after an extensive study of the trends beings
followed in the interior designing market, and the suggestions are given to
ensure successful launch of the product in the new market.
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COMPA
NY
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PROFIL
E
Company Overview
Company History
The Saint-Gobain Group was created in the year 1665 as part of a plan
devised by Louis XIV and Colbert to restore the French economy. Entrusted
to private entrepreneurs, the company broke the factory tradition by
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organizing glass production on an industrial basis. With the invention of
glassware casting in 1688, Saint-Gobain established a near-monopoly in
Europe and ousted Venice, which was then the leader in this sector.
During the 18th century, the Royal Glass Manufactury kept glass prices
constant or permitted only slight increases. It was able to do this because
with each new privilege (as in 1758), royal authority imposed a decrease or
compression in prices.The casting process also helped sharply reduce the
cost of average and large-sized glass. A stable France in 1724 and a growing
glass market did the rest. Between 1725 and 1788, sales raised by 400 per
cent, yet the unit price remained constant. They slackened only three times:
during the War of the Polish Succession, the War of the Austrian Succession
and the Seven Year’s War France’s total trade volume also increased at a
similar pace, rising between 400 per cent and 560 per cent according to
different estimates.
The Saint-Gobain chemicals branch began in 1806 when the first batches of
soda were made based on the LeBlanc process. The first soda works was
established in the Forest of Saint-Gobain, in a glassmaker’s manor house in
Charles Fontaine, which was purchased by the Glass Works. However, the
biggest change came about in 1830 when Saint-Gobain linked up with Saint-
Quirin (its largest competitor) to counter the threat posed by glass
companies in England and Belgium. To consolidate, they jointly bought
Commentry in 1830 and Premontre in 1843. This close relationship
culminated in a merger between 1855 and 1858. Saint-Gobain further
consolidated its position. After courting Kuhlmann and Perret-Olivier for a
three-way merger, Saint-Gobain overcame internal dissension and merged
with Perret-Olivier in 1872.
The first half of the 20th century saw the diversification of the Group into
glass applications – glass wool, glass fiber and hollow glass. In 1970, Saint-
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Gobain’s merger with Pont-à-Mousson, the world leader in cast iron piping,
gave birth to a producer of materials and capital goods geared to the global
dimensions of its market. More recently, since 1997, the Group has focused
on business sectors in which it holds strong positions and the assets
necessary for growth. Also, the acquisition of Poliet in 1996 has completed
its expertise in distribution.
Current Profile
From float glass to construction products, packaging to pipelines and from
abrasives to ceramics and plastics, Saint-Gobain products touch customers in
many different ways. With a presence in 50 countries and a workforce of
over 180,000, Saint-Gobain is one of the top-100 industrial corporations in
the world.
Saint-Gobain transforms raw materials into advanced products for use in our
daily lives. Saint-Gobain has been a pioneer in developing and transforming
bleeding edge technology into products.
Saint Gobain India
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Saint-Gobain established its presence in India by acquiring a majority stake
in Grindwell Norton in 1996, and thereafter went on to consolidate and
strengthen its presence within the country. The Group has adopted a
systematic focus in launching its individual businesses in India and currently
operates in three business sectors: Flat Glass, High Performance Materials
and Construction Products.
Within these sectors, a variety of products are manufactured by eight
different companies:
FLAT GLASS
Saint-Gobain Glass India Ltd. (SGGI), which manufactures and markets float
glass and mirrors from its plant near Chennai
Saint-Gobain Sekurit India Ltd. (SGSI), which offers a range of automotive glass
products.
HIGH PERFORMANCE MATERIALS
Grindwell Norton Ltd. (GNO) , which manufactures and markets abrasives,
silicon carbide, high performance refractories and performance plastics from
its four manufacturing locations.
Saint-Gobain Vetrotex India Ltd. (SGVI), which manufactures and markets a
variety of glass fibre reinforcements products from its plant situated near
Hyderabad
Saint-Gobain Crystals & Detectors India Ltd. (SGCD), which manufactures and
markets radiation detection and measurement products
SEPR Refractories India Ltd. (SEPR), which manufactures and markets electro
fused refractories.
CONSTRUCTION PRODUCTS
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Saint-Gobain Weber India Ltd. (SGWI), which offers facade and tiling
solutions, and technical mortars, and
Saint-Gobain SEVA Engineering India Ltd. (SGSEIL), which manufactures top
rolls, tempering furnaces and toolings for the automotive sector, moulds for
containers and some building hardware products.
In order to further its business growth in the Indian sub-continent, Saint-
Gobain also established in 1996 the General Delegation for India, Sri Lanka
and Bangladesh. The Delegation facilitates the establishment of new
businesses in India, ensures synergy and co-ordination between the
businesses and companies in India and functions as a link between the
Companies and the businesses in India.
Saint-Gobain places great emphasis on developing its businesses and
strengthening its presence in the Indian market. This combined with its
investment in manufacturing activities to fuel growth, makes it possible to
bring in advanced technological competency in providing state-of-the-art
products to our customers.
Glass
Saint-Gobain is a dominant global player in the Glass sector. The flat glass
business provides a variety of solutions across architectural and automotive
segments. We have established two companies in India to manufacture and
market its federated glass. These are Saint-Gobain Glass India Ltd. and Saint-
Gobain Sekurit India Ltd.
Saint-Gobain Glass India Ltd. (SGGI), manufactures and markets flat
glass at its plant near Chennai. In the short span of five years, Saint-Gobain
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Glass India Ltd. has become the largest player in the Indian glass market.
The company has India’s largest and most modern float glass plant,
producing clear glass, tinted glass, pyrolytic reflective glass and mirrors for
the architectural and mirroring segment.
Saint-Gobain Sekurit India Ltd. (SGSI), offers a wide range of products
addressing the requirements of all segments of the automobile market –
passenger cars, commercial vehicles, multi-utility vehicles, three wheelers
and coach/bus body builders.
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Product Information
SGG PLANILAQUE EVOLUTION
Saint-Gobain Glass Design Product Family
New generation lacquered glass
Definition
SGG PLANILAQUE EVOLUTION is a new generation lacquered glass
intended for use in interior applications, including damp and
humid rooms (bathrooms, kitchens, etc) Used in wall or furniture
cladding, it gives eye-catching brilliant, deep lacquered colours,
combined with the durability of glass.
It can be customised by edge-working or sandblasting.
Product Description
SGG PLANILAQUE EVOLUTION is a lacquered glass, coloured and
opaque in appearance and is produced by depositing and then
baking a coating of highly durable and resistant lacquer on to one
of its faces.
This unique manufacturing process allows SGG PLANILAQUE
EVOLUTION to be used in any interior application, including damp
or humid rooms such as kitchens or bathrooms.
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It is also easy to process and install. Once in service, it is a highly
durable material, requiring low maintenance, since the lacquer
coating is protected by the glass.
Applications
SGG PLANILAQUE EVOLUTION lacquered glass is intended exclusively
for interior furnishings and decoration :
• interior wall panelling (hotels, restaurants, shops, offices, homes, including
kitchens and bathrooms, etc.),
• decorative panels, positioning graduated shades of SGG PLANILAQUE
EVOLUTION adjacently,
• cladding for cabinet and wardrobe doors,
shopfittings, counters, show cases, etc.,
• cladding for internal doors and sliding doors,
• signage (SGG PLANILAQUE EVOLUTION can be sandblasted and
engraved).
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SGG MASTERGLASS
Saint-Gobain Glass Design Product FamilyContemporary geometric textured glass
Definition
SGG MASTERGLASS is a range of contemporary top of the range
patterned glass. Each of its 5 versions is built around a simple,
shiny, embossed geometric pattern which contrasts with the very
finely etched surface.
SGG MASTERGLASS is ideal for use in partitions, furniture, shower
cubicles, doors or windows, etc.
For these applications, it lends itself to all types of processing:
toughened, laminated, double glazing, etc.
Product Description
SGG MASTERGLASS is a distinctive range of modern textured
transparent glasses with simple, geometric patterns embossed on
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a translucent, matt glass base.
This range is manufactured by casting and rolling glass between
two cylinders, one of which is uniformly moulded with the
repeated design. This process leaves a crisp, textured effect on
one face of the glass and a smooth finish on the other.
Standards
SGG MASTERGLASS is produced in accordance with EN 572-5 -
Glass in buildings - basic soda lime silicate glass products -
patterned glass.
Applications
The full SGG MASTERGLASS range is intended for a wide variety of
applications :
• interior fittings and decoration : fixed or sliding partitions, doors, shower
screens, light wells, floor panels, stair treads, guarding and balustrades,
• furniture : tables, shelves, bath-room and kitchen fittings, office furniture,
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counters, worktops,
• windows : double-glazed units - SGG CLIMALIT DESIGN and SGG
CLIMAPLUS DESIGN,
• street furniture (bus shelters, telephone boxes etc),
• facade glazing, translucent or solid-coloured spandrels (SGG EMALIT CONTRAST).
Note
Certain applications may require toughened or laminated glass.
SGG MASTER-CARRE contemporary patterns for interior applications
SGG DECORGLASS
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Saint-Gobain Glass Design Product FamilyClear or body-tinted patterned glass
Definition
SGG DECORGLASS is a patterned glass which has a a texture
printed onto its surface. Available in a wide range of patterns and
colours, it provides an infinite choice of styles and variations for
many different types of application: windows, doors, partitions,
furniture, shower screens, etc.
Some versions can be laminated, toughened or assembled in
double glazed units.
UK Specific Variations
In the UK SGG DECORGLASS is available in 5 attractive patterns
offering different levels of obscurity.
• SGG ARENA is a crips mottled design which provides a basic
level of vision control
• SGG KATHEDRAL has a smooth mottled appearance which
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discreetly screens vision
• SGG SILVIT has a reeded design which creates the greatest
degree of obscurity
• SGG MADERA has a stiking grained effect shielding rooms from
unwanted attention
• SGG LISTRAL F has a geometric prism effect offering a high level
of obscurity
Product Description
Patterned glass is produced by casting and rolling clear or body-
tinted, translucent, flat glass.
The glass is heated to its softening point and passed between two
rollers, which emboss the pattern into the glass.
Standards
SGG DECORGLASS complies with standard BS EN 572-5 Glass in
building — basic soda lime silicate glass products — patterned
glass.
Applications
The SGG DECORGLASS range is intended for a diverse variety of
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applications :
• interior design and decoration : partitions, doors (with glass
bullions, glazing bars, or fully toughened glass), shower screens,
balconies guarding and balustrades,
• furniture : tables, shelving, bath-room and kitchen fittings, office
furniture, counters and worktops,
• windows (SGG CLIMALIT and SGG CLIMAPLUS DESIGN double-
glazed units),
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SWOT
ANALYSI
S
SWOT Analysis
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Strengths:
High brand value. Saint Gobain is a global glass player
controlling 14% of the world glass market. It has a history
of over 3 Centuries and presence in over 49 Countries.
Thus Saint Gobain enjoys a good brand value.
High Product quality
Well developed distribution network: Saint Gobain has a
strong distribution network for sale of its products. Its
distribution network works in two manners.
o Saint Gobain has a Retail team to look after the
development of its dealership network.
Dealers generally meet the demand of retail
customers.
o Then there is a Project team which deals with
major projects for supplying glass. Project team
is responsible supplies glass directly from the
Company to the customer
Weakness:
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Higher Price: The price Saint Gobain glass is higher in
comparison to its competitors. Moreover the fabricated
glass which is currently being used as design glass is of
lower cost as compared to Design glass offered by Saint
Gobain.
New Entrant: Saint Gobain started its operations in India in
1996. It is a new player in the market and has to compete
with established players like Modi Glass which are serving
the Indian market for past 40 Years.
Presently no separate segment for interior design glass
exists in Indian market. Float glass is being used as design
glass by fabricating it. Thus a separate segment for interior
design glass is still to be developed.
Opportunities:
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First mover’s advantage: Saint Gobain will be the first glass
manufacturer to launch design glass in Indian market.
Providing high quality interior design glass: The quality of
saint Gobain glass is very high. On the other hand the
quality of fabricated glass is low. This will provide an
opportunity to Saint Gobain to enter the market and also
justify for its higher price.
Interior design glass has a high market potential. With the
economic boom in India and because of entry of MNC’s in
the country, demand for glass has increased many folds.
This can be related to the boom in construction sector. In
coming years the demand for glass is expected to rise.
Threats:
Competition from Competitors: Interior design glass faces
tough competition from competitors such as cheap Chinese
glass and fabricated glass.
Competition from substitute products: Interior design glass
is competed by products such as wood, Plaster of Paris,
Metal, Acrylic, etc. for interior designing.
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Researc
h
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Method
ology
PRIMARY OBJECTIVE
Study and Estimate the Potential of the Interior Design Glass in the
Showroom and ATM segment of a selected metro market in India and
suggest an entry strategy for Saint-Gobain Glass India in this segment.
RESERCH DESIGN
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Initial marketing research included interviewing a few respondents followed
by collection of secondary data. This helped in getting the general idea of
the market and developing initial framework for the research and designing
the questionnaire. Marketing Research included interviewing people at
various levels influencing the purchase decision of interior design glass.
These were:
1. Showroom Franchisee: These were the owners or managers of
showroom of a particular brand.
2. Corporate offices: These were the Project managers who were dealing
with interior decoration of showrooms.
3. Architects and Interior designers: These were the designers of the
showrooms.
4. Contractors and Suppliers: Contractors were the builders of
showrooms.
The information was collected from these people in the form of
questionnaires. The data collected was analyzed and the results were used
for developing the entry level strategy for Saint Gobain Glass in the interior
design glass market.
SAMPLE DESIGN
Organizations Covered
Marks & Spencers Tag Heur South Ex)
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Denis Parker Shoppers stop Arrow U.C.B. Dockers Numero Uno Koutons The design center Royal Sporting House Nirula's Bata Hero Honda Reebok Tanishq Samsung Freelook Diamond Hut (Gold Souk) Lifestyle J&K Bank Timex watches PNB Nokia Syndicate bank (H.O.) Guess Suzuki (Gurgaon Plant) Adidas Maruti Videocon Action Shoes Red Tape
Signet (South Ex) Nike
Avenue Montaigne (Gold SouK) HDFC
Silverstone Motors (Skoda) Tata motors
Westside Liberty
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OCM Mahindra & Mahindra
Levis Provogue
Colourplus Rituwear
Mango(South Ex)
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DATAPrimary data
Data is collected primarily from questionnares and surveys.
Questionnares are given to arcitects and big offices to know the demand
for interior designig glass and products they prefer over it.
Surveys are done by going to various big brand retail outlets.
Secondary data
Secondary data is collected from internet, and saint gobain records,
newspapers and magazine articles.
SCOPE OF STUDY
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Major Challenges for Interior Design
Glass Industry
Customization is very expensive: For large scale production of interior
design glass, standardization of the product is essential. As a result
customization according to the requirement of every customer will not be
possible.
Customers generally go for fabrication of float glass: Float glass is
being fabricated to be used as design glass. Fabricated glass is cheap in
comparison to the design glass and can be customized according to the
requirement. Thus it is a major threat to interior design glass.
Competition from substitute products: Various other products which
are used for interior designing are as follows:
Wood work
Metal
Acrylic
Plaster of Paris
Interior design glass faces a tough competition from various other
products for interior designing. In India, design glass market is still in
the nascent stage and people are skeptical to use glass for interior
designing. But slowly the trend is changing and glass is finding its use in
new areas such as glass floors, glass stars and glass roofing. But design
glass will keep on facing competition from above mention products for
interior designing.
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Purchase Decision
1. Showroom Franchisee: The franchisee has very little decision
making power about the interior designing of the showroom. He
designs the showroom according to the specifications given by the
Corporate Office. The specifications are generally in the form of Spec.
Sheets. The Spec. Sheets specify the designing parameters, area and
material to be used for designing in detail. The franchisee Has to follow
these specifications. Many times. The designer is also specified by the
Corporate Office.
2. Corporate Offices: Corporate offices give specifications for designing
of showrooms. Most of the Corporate Offices have Project Managers for
these decisions. They directly deal with Architects and Interior
designers for generating the specifications of Showrooms. Corporate
offices have the final decision in their hand. Some Corporate Offices
have in-house Architects and Interior designers for this purpose.
3. Architects and Interior Designers: They make all important
decisions regarding architecture and interior designing of the
showrooms. A company may have in-house or external designers. In
either case, they play a major role in choosing the type and brand of
glass to be used.
4. Suppliers: These are generally the dealers and retailers of glass. In
some cases, such as orders of very large quantity, the glass company
may directly supply the product. Suppliers generally have no say in
influencing the purchase decision of design glass. But in some cases
they can promote a particular brand depending on the incentives
offered to them
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Purchase Process of Glass
The purchase process of glass varies from organization to organization.
There are in general following to methods for purchase glass:
Exclusive suppliers : In this method, the organization makes all
purchases from a particular Supplier. This supplier is chosen either on
the recommendation of Architect or on the basis of past relationships.
E.g.: Marks & Spencer's Samsung
Dockers Shoppers stop
Royal Sporting House The design center
Action shoes
Tendering: In this process, detailed specifications are given by
the corporate offices for the designing of Showrooms. These
specifications are in the form of Spec. Sheets. Accordingly
tenders are invited for construction of Showrooms and the lowest
bidder is awarded the Contract.
E.g.: PNB Syndicate bank J&K Bank
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Major Glass Players in Delhi
Modi-Glass is the market leader with about 65-70% of market share. Saint
Gobain is the emerging player in glass market with about 20-25% of market
share. Asahi glass is a minor player in Delhi glass market with about 5% of
market share.
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Note: - These figures are based on the information provided by respondents
and correspond only to Showroom and Banking segment.
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Questionna
ire
Analysis
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AND
FINDINGS
General Trends
FINDINGS BASED ON SSURVEYS
On the basis of information gathered by interviewing respondents certain
trends were observed in the interior design segment.
Expected growth rate of interior design glass in coming years: 10-15%
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Types of glass generally used for interior designing:
Toughened glass
Frosted glass
Etched glass
Clear patterned
Clear mirror
Geometric textured
Ozone glass
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10-15%
FIG: expected growth rate
White(transparent) glass is mostly used for interior designing. Among
colored glasses, blue and green are the colors which are mostly used.
Glasses of thickness 6-12 mm are mostly used for interior designing.
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CLEAR PATTERNED
CLEAR MIRROR
OZONE GLASS
GEOMETRIC
TEXTURED
ETCHEDGLASS
TOUGHENEDGLASS
FROSTED GLASS
TYPE OF GLASS
USED FOR INTERIOR
DESIGNING
FIG: TYPES OF GLASS USED IN INTERIOR DESIGNING
QUESTIONNARE ANALYSIS
Average investment made in interior designing of a showroom: 6.4 Lacs
Average showroom area covered by design glass: 16%
Thickness of glass used mostly used: 10-12 mm
Usage Pattern: Interior Designing
This means that mostly people prefer to use wood for designing, as it is cheaper mode
than glass. Glass still comes at second position.
Very less amount of people would like to use plaster of paris.
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Parameters affecting Purchase Decision
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Usage Pattern of Colored Glass
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RECOM
MEN-
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DATIO
NS
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Key Challenges for Saint Gobain
• Customer perception has to be changed. Many believe Saint Gobain to
be a new player and are skeptical to use it.
• More customized options are to be given to customer.
• It have to open its exclusive outlets so that customers can see what
they buying.
•
• Customer needs to be educated about the high quality of Saint Gobain
glass to justify for its higher cost.
Key Takeaways from Interior Design Glass market
• Average life cycle of the product: 3-4 Years.
• Customer satisfaction has to be maintained very high since most of
the customers will be repeat customers.
• Product Positioning: Higher quality, Premium end of the interior
design glass category.
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Recommended Strategy
For a product to be successful in the market the above 3 factors shown in the
diagram are extremely important.
Customer Experience : This refers to meeting the demands of end
customer.
Designer Experience : This refers to meeting the requirements of the
architect and interior designer who is responsible for designing the
showroom.
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Designer Experience
Supply Chain
Experience
Customer Experience
Profitability
Supply Chain Experience : This refers to meeting the demands of
intermediaries in the supply chain i.e. dealers, wholesalers, etc.
Recommended Strategy for Customer Experience
Exclusive Interior design glass Showrooms: This will help in
educating the customers about variety in interior design glass. The
customer can experience the design glass in real time in a showroom.
This will help in justifying the higher price for higher quality product of
Saint Gobain.
Instant delivery mechanism backed by efficient distribution
network. Instant delivery is the key differentiating factor of Saint
Gobain design glass. Since fabricated glass takes 15-20 days for
fabrication and delivery, a strong distribution network is a must for
gaining market share.
Availability of technical support to service your offering after it
is purchased. Certain specialized design glass such as liquid crystal
glass requires technical support for installation and maintenance.
Accessibility of Customer Service Personnel to customers. For
installation, repair and maintenance, etc. of design glass , customer
care should be provided instantly and efficiently.
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Recommended Strategy for Designer Experience
Workshops and seminars organized by Saint Gobain briefing them
about
The product
Comparing Saint Gobain design glass with substitute
products.
About benefits of using Saint Gobain design glass.
About the entire family of Saint Gobain products.
Distributing catalogs and brochures to Designers and Architects
containing description of product along with it real time usage
photographs.
Recommended Strategy for Supply Chain
Experience
A strong dealership network is necessary to gain market share in this
segment.
Dealers should be given incentives such :
Higher margins
Higher credit limit to dealers based on their performance and
payment record.
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Promotions targeted towards suppliers for increasing their
competitiveness and motivation levels.
SUMMARY
• Interior design market will continue to grow in coming years.
• Design glass faces a continuous challenge from substitute products.
• To increase market share in interior design glass market, product
differentiation is the key.
• Efforts need to be made to increase product awareness among
customers.
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ANNEX
TUREPage | 47
Questionnaire Design
For getting information about the interior design glass from various sources,
3 kinds of Questionnaires were designed. These are as follows:
Questionnaire for Architects/ Interior Designers.
Q1. How many of the following, have you designed in the past one year?a) Banks: ____________b) Textile showrooms: ___________c) Auto Showrooms _____________d) Jewelry showrooms: ___________e) Others: __________
Q2. How many of the following have used interior design glass for interior decoration:
a) Banks: ____________b) Textile showrooms: ___________c) Auto Showrooms _____________d) Jewelry showrooms: ___________
Page | 48
e) Others: ____________Q3. Which is the most popular brand of interior design glass? __________________________________________
Q4. How much do you estimate the interior design glass market in Delhi to be? _______________________________________
Q5. What is the expected growth rate of interior design glass in coming years? _______________________________________
Q6. Rank the following parameters according to their level of importance, for
making a purchase decision for interior design glass:
Price ___
Aesthetics ___
Sales Promotion ___
Brand name ___
Availability ___
Delivery and After Sales Service ___
Variety ___
Q7. What are the most popular types of interior design glass used in following?
a) Banks and ATM’s: _________________________b) Textile showrooms: ________________________c) Auto Showrooms __________________________d) Jewelry showrooms: ________________________
Q8. How would you rate the following types of glasses on the basis of their usage
in future?
a) Clear patterned glass ___
b) Clear mirrors ___
c) Safety mirrors ___
d) Tinted mirrors ___
e) Geometric textured glass ___
f) Lacquered glass ___
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Q9. Divide 100 points among the following colors to be used for interior design
glass:
a) White _____
b) Yellow _____
c) Red _____
d) Green _____
e) Blue _____
f) Ivory _____
g) Black _____
Q10. Divide 100 points among the following products to be used for interior designing:
a) Plaster of Paris ____b) Interior design glass ____ c) Wood work ____d) Design Plastic/Metal ____
Q11. Timely Delivery and good after Sales Service has a very important role to play in increasing the brand loyalty of the customer in the interior design glass market.
a) Strongly Agree b) Agree c) Not Sured) Disagree e) Strongly Disagree
Q12 Rank the hierarchy of influence of the following while making the purchase
decision of interior designer glass:
a) Management b) Architect
c) Interior designer d) Builder
Q13. What are the various selection criteria judged by you for making the purchase decision of interior design glass?___________________________________________________________________________________________________________________
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Q14. What thickness of interior design glass is mostly used in the design of following?
a) Banks and ATM’s: ___________________b) Jewelry Showrooms: _________________c) Textile showrooms: __________________d) Auto Showrooms: ___________________
Q16. Please mention any type of interior design glass which you think has a market potential but is not currently available in the market._______________________________________________________________________________________________________________________________________________________________
Q17. Which is the most popular size of interior design glass used in the following? a) Banks and ATM’s: __________________b) Jewelry Showrooms: ________________c) Textile showrooms: _________________e) Auto Showrooms __________________
Q18. What are the various features currently available in interior design glass?_______________________________________________________________________________________________________________________________________________________________
Q19. Please mention various features, which you think will lead to better customer satisfaction but are not currently available in the market:______________________________________________________________________________________________________________________
Q20. Do you have exclusive contracts with suppliers? Yes/No If yes, mention their name and contact details.
___________________________________
___________________________________
___________________________________
Please indicate:a) Name _________________________________________b) Contact details _______________________________
_____________________________________________________________________________________________
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Questionnaire to understand the interior design glass market in Banking and Showroom segment.
Q: How many showrooms/banks do you have in Delhi? ____________________________________
Q 1. How much investment is made in interior designer in one showroom /bank(in
Rs.)?
a) Up to 100,000 b) 100,000 – 300,000
c) 300,000 - 10, 00,000 d) more than 10, 00,000
Q 2. In your Showrooms, how much area do you cover with interior designer glass?
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______________________________________________
Q 3. Rank the following parameters according to their level of importance, for
making a purchase decision for interior design glass:
Price ___
Aesthetics ___
Sales Promotion ___
Brand name ___
Availability ___
Delivery and After Sales Service ___
Variety ___
Q4. What innovative usage of designer glass in other Showrooms has recently
caught your attention?
_______________________________________________________________
_______________________________________________________________
Q 5. Rank the hierarchy of influence of the following while making the purchase
decision of interior designer glass:
a) Management b) Architect
c) Interior designer d) Builder
Q 6. How would you rate the following types of glasses on the basis of their usage
in future?
a) Clear patterned glass ___
b) Clear mirrors ___
c) Safety mirrors ___
d) Tinted mirrors ___
e) Geometric textured glass ___
f) Lacquered glass ___
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Please mention any other kind of glass used by you
__________________________________________
Q 7. Would you prefer multicolored glass over unicolored glass: Yes/ No
Give reasons:______________________________________________
Q 8. Divide 100 points among the following colors to be used for interior design
glass:
a) White _____
b) Yellow _____
c) Red _____
d) Green _____
e) Blue _____
f) Ivory _____
g) Black _____
Q 9. Do you have exclusive contracts with suppliers? Yes/No
If yes, mention their name and contact details.
___________________________________
___________________________________
Q 10. Briefly explain the buying process of interior glass:
_______________________________________________________
_______________________________________________________
_______________________________________________________
Q 11. Interior design glass has an important role to play in improving the ambience of your Showroom.
a) Strongly Agree b) Agree c) Not Sured) Disagree e) Strongly Disagree
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Q 12. Divide 100 points among the following products to be used for interior designing:
a) Plaster of Paris ____b) Interior design glass ____ c) Wood work ____d) Design Plastic/ Metal ____
Q 13. Interior design glass adds to better customer experience:
a) Strongly Agree b) Agree c) Not Sured) Disagree e) Strongly Disagree
Q 14. Do you plan to open any more showrooms in the near future? If yes, how many: _____________________________
Q 15. Please indicate your degree of agreement or disagreement with each of the following statements by selecting appropriate response:
Interior design Strongly Agree Neither Agree Disagree StronglyGlass is: Agree nor Disagree Disagree
a) Safe _____ _____ _____ _____ _____b) Appealing _____ _____ _____ _____ _____c) Value for money _____ _____ _____ _____ _____d) Unique _____ _____ _____ _____ _____e) Cheap to Maintain _____ _____ _____ _____ _____f) Fashion _____ _____ _____ _____ _____g) Modern _____ _____ _____ _____ _____h) Trendy _____ _____ _____ _____ _____
Q16. What are the various selection criteria judged by you for making the purchase decision of interior design glass?___________________________________________________________________________________________________________________
Q17. Please mention the name and contact details of Architect/ Interior designer hired by you for interior designing of the bank.
________________________________________________________________________________________________________________________________
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Q18. What are source of information for making the purchase decision of interior design glass.
__________________________________________________________________________________________________________________
Q19. What should manufacturers do to improve customer satisfaction?__________________________________________________________________________________________________
Please indicate:c) Name _________________________________________d) Address ________________________________
________________________________
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