Brand Loyalty With Leaf

7/28/2019 Brand Loyalty With Leaf

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A STUDY OF BRAND LOYALTY OF KITEX

PRODUCTS, ERNAKULAM, KERALA

MINI-PROJECT REPORT

Submitted by

MANU.K.KURIAKOSE

Register No: 723211631047

In partial fulfillment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

SVS INSTITUTE OF MANAGEMENT STUDIES

COIMBATORE 642 109.

OCTOBER 2012

ANNA UNIVERSITY, CHENNAI


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CERTIFICATE

This is to certify that the project entitled A STUDY OF BRAND LOYALTY OF

KITEX PRODUCTS, ERNAKULAM, KERALA is the bonafide record ofproject work done by MANU.K.KURIAKOSE Register No: 723211631047

of II MBA during the year 2010-2012.

------------------------ ---------------------------

Project Guide Head of the Department

Submitted for the Project Viva-Voce examination held on --------------------------

--- ----------------------------

Internal Examiner External Examiner


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DECLARATION

I affirm that the project work titled A STUDY OF BRAND LOYALTY OF KITEX

PRODUCTS, ERNAKULAM, KERALA being submitted in partial fulfillment

for the award of MBA is the original work carried out by me. It has not formed

the part of any other project work submitted for award of any degree or

diploma, either in this or any other university.

(Signature of the Candidate)

MANU.K.KURIAKOSE

723211631047

I certify that the declaration made above by the candidate is true.

(Signature of the Guide)

S.Maheshwaran,

BE, MBA,

(SVS Institute of

Management studies)


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ACNOWLEDGMENT

My first and foremost thanks to the almighty for giving me grace and

knowledge to complete this project work successfully. I wish to express my

sincere thanks to Dr. S.Mohandass, MBA, M.Sc., and Ph.D director SVS

INSTITUTE OF MANAGEMENT STUDIES for giving me an opportunity to

do this project.

I again express my extreme gratefulness to S.MAHESHWARAN, BE,

MBA, Assistant Professor for providing knowledge and guidance with advice

during the development of the project.

I thank all staff members of business management for giving their kindand timely encouragement throughout the study.

MANU K KURIAKOSE


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LIST OF CONTENT

Chapter

No. CONTENT Page No.

I INTRODUCTION

1.1. Introduction to study 1

1.2. Industry Profile 2

1.3.Company Profile 6

1.4.Statement of problem 13

1.5.Objectives of the Study 13

1.6.Scope Of the Study 13

1.7.Period Of Study 14

1.8.Limitations of the Study 14

II REVIEWNOF LITERATURE 15

III METHODOLOGY

3.1.Research Methodology 19

3.2.Research Design 19

3.3.Sample Design 19

3.4.Tools of Analysis 20

IV DATA ANALYSIS AND INTERPRETATION

4.1.Percentage Analysis Method 21

4.2.Chi-Square Test 37

V FINDINGS,SUGGESTIONS AND CONCLUSION

5.1.Findings 39

5.2.Suggestions 40

5.3.Conclusion 41

BIBLIOGRAPHY 42

APPENDIX 43


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LIST OF TABLES

Sl.no Particulars Page no.

1 Table showing the age of respondents. 21

2 Table showing educational qualification of respondents. 22

3 Table showing the Occupation of the respondents. 23

4 Table showing Trust of customer towards brand 24

5 Table showing The Price of Our brand is reasonable 25

6 Table showing Quality of the product Scooby Day Bag 26

7 Table showing protection of packaging from damage 27

8 Table showing habit of purchasing our product regularly 28

9 Table showing important factor that which makes you to

purchase our products

29

10 Table showing satisfaction of the customer after consuming

Kitexs product

30

11 Table showing products attracting customer 31

12 Table showing opinion about the influence of Media on brandimage

32

13 Table showing opinion about advertising strategy given by

the company

33

14 Table showing attitude and behavior of dealers and retailers 34

15 Table showing labeling of Kitexs product 35

16 Table showing Offers provide by the Kitex 36

17 Comparison of habit of purchase and Important factors that

makes to purchase

37

18 Comparison of habit of purchase of product and Satisfaction

of the customer after consuming the product

38


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LIST OF CHARTS

Sl.no Particulars Page no.

1 Chart showing the age of respondents. 21

2 Chart showing educational qualification of respondents. 22

3 Chart showing the Occupation of the respondents. 23

4 Chart showing Trust of customer towards brand 24

5 Chart showing The Price of Our brand is reasonable 25

6 Chart showing Quality of the product Scooby Day Bag 26

7 Chart showing protection of packaging from damage 27

8 Chart showing habit of purchasing our product regularly 28

9 Chart showing important factor that which makes you to

purchase our products

29

10 Chart showing satisfaction of the customer after consuming

Kitexs product

30

11 Chart showing products attracting customer 31

12 Chart showing opinion about the influence of Media on brand

image

32

13 Chart showing opinion about advertising strategy given by

the company

33

14 Chart showing attitude and behavior of dealers and retailers 34

15 Chart showing labeling of Kitexs product 35

16 Chart showing Offers provide by the Kitex 36


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CHAPTER-I

INTRODUCTION


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1.1 INTRODUCTION TO THE STUDY

A study of how the brand loyalty helps the Kitex company for selling their products

more, and if the customers shifting to another brand. What is the reason and how its affect the

company

Brand Loyalty is a scenario where the consumer fears purchasing and consuming product

from another brand which he does not trust. It is measured through methods like word of

mouth publicity, repetitive buying, price sensitivity, commitment, brand trust, customer

satisfaction, etc. Brand loyalty is the extent to which a consumer constantly buys the same

brand within a product category. The consumers remain loyal to a specific brand as long as it

is available. They do not buy from other suppliers within the product category. Brand loyalty

exists when the consumer feels that the brand consists of right product characteristics and

quality at right price. Even if the other brands are available at cheaper price or superior

quality, the brand loyal consumer will stick to his brand.

Brand loyal consumers are the foundation of an organization. Greater loyalty levels lead to

less marketing expenditure because the brand loyal customers promote the brand positively.

Also, it acts as a means of launching and introducing more products that are targeted at same

customers at less expenditure. It also restrains new competitors in the market. Brand loyalty

is a key component of brand equity.

Brand loyalty can be defined as ,The extent of the faithfulness of consumers to a particular

brand, expressed through their repeat purchases, irrespective of the marketing pressure

generated by the competing brands.

As brand loyalty increases, customers will respond less to competitive moves and actions.

Brand loyal customers remain committed to the brand, are willing to pay higher price for that

brand, and will promote their brand always. A company having brand loyal customers will

have greater sales, less marketing and advertising costs, and best pricing. This is because the

brand loyal customers are less reluctant to shift to other brands, respond less to price changes

and self- promote the brand as they perceive that their brand have unique value which is not

provided by other competitive brands.


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1.2 INDUSTRIAL PROFILE

Textile industry

The Indian textile industry has a significant presence in the economy as well as in the

international textile economy. Its contribution to the Indian economy is manifested in terms

of its contribution to the industrial production, employment generation and foreign exchange

earnings. It contributes 20% of industrial production 9% excise collection, 18% of

employment in the industrial sector, nearly 20% of the countries total export earning and 4%

to the GDP.

History of textile industry

India has been well known for her textile goods since very ancient times. The

traditional textile industry of India was virtually decayed during the colonial regime.

However, the modern textile industry took birth in India in the early nineteenth century when

the first textile mill in the country was established at fort gloster near Calcutta in 1818. The

cotton textile industry however made its real beginning in Bombay, in 1850. The first cotton

textile mill of Bombay was established in 1854 by a parsi cotton merchant then engaged in

overseas and international trade. Indeed, the vast majority of the early mills were the

handwork of parsi merchants engaged in yarn and cloth trade at home and Chinese and

African markets.

The first cotton mill in Ahmadabad, which was eventually to emerge as a rival centre

to Bombay, was established in 1861. The spread of the textile industry to Ahmadabad was

largely due to the Guajarati trading class.

The cotton textile industry made rapid progress in the second half of the nineteenth

century and by the end of the century there were 178 cotton textile mills, but during the year

1900 the cotton textile industry was in bad state due to the greater famine and a number of

mills of Bombay and Ahmadabad were to be closed down for long period.


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Current position of textile industry in India

The development of Indian textile industry started in 1985. This was the year when for

the first time textile sector was considered as an important industry and the support policy

was formulated for sectors development. In the year 2000 National Textile Policy was

announced.

With further development textile industry came out of Quota regime of important restrictions

under the Multi Fiber Arrangement (MFA). This development came on first January 2005

under the World Trade Organization, arrangement on textile and clothing. Because of the

elimination of Quota restrictions, most of the developing countries now can develop the

potential market at both domestic and international level. These countries can develop the

industry expertise and can have competitive advantage through implementing new

technology, more skilled labour, improved distribution channel, cost effective operation and

production with greater value addition in each step of value chain. Moreover it will help for

foreign direct investment for the industry that will create greater opportunity to strengthen the

sector.

Some of the strength of Indian textile industry is large and potential domestic &

international market large pool of skilled and cheap labour well established industry

promising export potential etc.

To understand Indias position among other textile producing, the industry contributes 9% ofGDP and 35% of foreign exchange earnings, Indias share in global export is only 3%

compared to China 13.5%. In addition to China, other developing countries are emerging as

serious competitive threat to India looking at export shares.

Korea (6%) and Taiwan (5.5%) is ahead of India, while Turkey (2.9%) has already

caught up and others like Thailand (2.3%) and Indonesia (2%) are not much further behind.

The reason for this development is the fact that India lags behind these countries in

investment levels, technology, quality and logistics.


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New innovations in clothing production

New innovation in clothing production, manufacture and design came during the

industrial revolution these new wheels, looms, and spinning processes changed clothing

manufacture forever.

The rag trade as it is referred to in the UK and Australia is the manufacture, trade and

distribution of textiles. There were various stages- from a historical perspective where the

textile industry evolved from being a domestic small-scale industry, to the status of

supremacy it

currently holds. The cottage stage was the first stage in its history where textile was

produced on a domestic basis.

During this period cloth was made from materials including wool, flax and cotton.

The material developed on the area where was being produced, and the time they were being

made.

In the later half of the medieval period in the northern parts of Europe, cotton to be

regarded as an important fiber. During the later phases of the 16th

century cotton was grown

in the warmer climes of America and Asia. When the Romans ruled, wool, leather and linen

were the materials used for making clothing in Europe, while flax was the primary material

used in the northern parts of the Europe.

During this era, excess cloth was bought by the merchants who visited various areas

to procure this left- over pieces. A verity of processes and innovations were implemented for

the purpose of making clothing during this time. These processes were depending on the

material being used, but there were three basic steps commonly employed in making

clothing. These steps include preparing material fibers for the purpose of spinning, knitting

and weaving.

During the industrial revolution, new machines such as spinning wheels and

handlooms came in to the picture. Making clothing material quickly became an organized

industry- as innovations led to the industrialization of the textile industry in Great Britain.

Clothing manufactured during the industrial revolution formed a big part of the exports in the

Great Britain. They accounted for almost 25% of the total exports made at the time, doubling

in the period between 1701 and 1770.


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In the industrial revolution era, a lot of efforts was made to increase the speed of the

production through inventions such as flying shuttles in 1733, the flyer- and- bobbin system,

and roller spinning machine by john Wyatt and Lewis Paul in 1738.lewis Paul later come up

with the carding machine in 1748 and in 1764 the spinning jenny was also developed. The

water frames was invented in 1771 by Richard Arkwright. The power loom was invented in

1784 by Edmund Cartwright.

In the initial phases, textile mills were located in and around the rivers since they were

powered by water wheels. After the steam engine was invented, the dependence on the rivers


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1.3 COMPANY PROFILE

KITEX LIMITED

HISTORY

Anna Group's weaving unit, KITEX LIMITED a prominent prodigy in the field of textile

industry began its spectacular display in 1975 at Kizhakkambalam, Aluva. It is a public

limited company owned by Mr. Bobby Jacob .This prestigious company, one of the vibrant

divisions of Anna group of companies is a celebrity among industrial giants in our country

The Company is engaged in the production of fabrics made of Cotton and other blends,

Greige Cloth, Bed sheets and Lungies. They are marketed through a network of over 2000

authorized dealers. KITEX fabrics are now exported to many parts of the world. Kitex is

going in for a major expansion plan to augment the production capacity. At the dawn of the

new millennium Kitex entered into the luggage and baggage industry under the brand name

of ScooBee Day. Through the years, the company has carved a niche for itself in this highly

competitive industry with its tradition of world class quality.

The company was established to set up an efficient industrial estate to provide technical,

industrial, financial, and marketing facilities to power loom owners and to create job

opportunities to educate unemployed. Considerable infrastructure facilities have built up by

way of buildings electrical distribution systems, supporting machineries for warping, sizing,

etc. to help power loom owners. About 400 power looms were established in the premises

under the banner of Kizhakkambalam Textiles Limited (which has been later named as Kitex

Limited).The group got highest regards for the welfare of the employees and general public.

Several Charitable programs were organized for the benefit of the lower strata of the society.

The group is also providing a very good accommodation and canteen facility to employees

who hail from all over Kerala.


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A world class manufacturing company focusing on all round business excellence through a

Total Quality Management System with committed leadership, effective teamwork, delighted

customers and satisfied employees in an environment friendly organization.

MISSION

Fabrics and processed fabrics as per the customer specification efficiently in a professional

and environment friendly manner on time and at the right cost with at most customer

specification to become a world class organization through improvement.

QUALITY POLICY

We are committed to manufacture and deliver quality greige fabric and processed fabric as

per the customer specification, efficiently in a professional and environmental friendly

manner, on time and at the right cost with utmost customer satisfaction, while during to

become a world class organization through continual improvement.

GOALS

Globalization is the key and the international markets are the targets now.

World class manufacturer

Customer Leadership,

teamwork & TEI

Quality process

& people

Policy Strategy


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VITAL STATISTICS

COMPANY NAME : KITEX LTD

ADDRESS : KIZHAKKAMBALAM, ALUVA.

REGISTERED OFFICE/FACTORY : KIZHAKKAMBALAM

YEAR OF ESTABLISHMENT : 1975

NATURE OF INCORPORATION : PUBLIC LTD CO.

NATURE OF BUSINES : MANUFACTURING OF COTTON

TEXTILES

NATURE OF PRODUC : INDUSTRIAL PRODUCT AND CONSUMER

PRODUCT.

PROMOTER : Mr. M.C.JACOB

CHAIRMAN : MR. M.C. JACOB

DIRECTOR : MR.BOBY M JACOB, MRS.MINI BOBY

JACOB

BANKER : FEDERAL BANK, INDIAN BANK

AUDITOR : MR.VARMA&VARMA, ERNAKULAM.

TOTAL CAPITAL EMPLOYED : 1CRORE

ANNUAL TURNOVER : 120CRORE

NAME OF PRODUCT

(BRAND NAME) : KITEX

SQUARE FEET : TOTAL BUILT UP AREA OF 1, 65, 000


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PRODUCTION CAPACITY : 25000 SQ.METRES PER DAY

PRODUCT RANGE : YARN COUNT RANGE-4S TO 120S

WEFT DENSITY-22 TO 120 PICKS PER

INCH

WARP DENSITY-22 TO 132 ENDS PER

INCH

WIDTH RANGE -36 TO 65 INCHES

TOP MANAGEMENT : Mr. M.C.JACOB

Mr. BOBBY JACOB

MRS.MINI BOBY JACOB


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PRODUCT PROFILE

Table A

Source: Company Profile

(Lungies)

Product variety Length*Width Price

Executive 130*200cm 175

Medium super 127*200cm 160

Medium 127*200cm 145

Economy 127*192cm 135

(Bed sheets)

Product variety Length*Width Price

Sweet dream-50 128*225cm 177

Sweet dream-60 152*225cm 199

Sweet dream double 225*175cm 304

Duo(1st

std+2 pillow cover) 152*225cm 330

Sweet dream king size 220*225 408

Duplex(1 solitude bed sheet + 2 pillow cover) 152*225 306

Sweet dream king size+ 2 pillow cover 225*250 575


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Dhotis

Product Variety Length * Width

Ready wear 128*200cm

Smart line single 127*200cm

Smart line gold 127*200cm

Smart line ivory 127*200cm

Smart plus XL 127*400cm

Smart premium RX 127*385cm

Smart premium XL 127*400cm

AWARDS

ScooBee Day products got SAMMAN PATRA for the outstanding revenue

performance in Central Excise Commissioner at, cochin for the year 2004-05 by

Govt. of India

Achievements

Mr. MC Jacob the veteran business man from Kerala, and chairman of the Anna, KITEX

GROUP has got many awards. This recognition in the form of awards is a testimony to thededication and commitment made by him for the growth of business and industry in the state.

Following are the awards

Business man of Kerala from business Deepika

K C Mathew memorial Vyavasayasree award 2001

Joseph Chaco memorial Vyavasayajyothi award 2002 by the Ernakulum chamber of

commerce and industry

Nehru peace foundation state award 2002 by Kerala State Government

Samman Pathra award by ministry of finance, Government of India for outstanding

revenue performance in SSI sector 2004-05

Life time achievement award 2011 by Kerala state Government


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ISO CERTIFICATION

Kitex got ISO 9001-2000 certification in February 2007. Kitex Ltd is the leading

manufacture with ISO 9001-2001 in south India of all varieties of greige fabrics, yarn dyed

fabrics, dobby and leno dobby fabrics made of cotton ,polyester cotton ,cotton nylon ,cotton

flax, linen ,cotton linen ,cotton Lycia ,polyester Lycia etc.


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1.4 STATEMENT OF PROBLEM

There are lots of competitors in the market who brings substitute products. Here the

problem is all about whether customers of KITEX GARMENTS are moving to another brand

For the success of every business loyal customers are important. Customers loyalty

towards a brand depend up on the companys product quality, features, availability, utility

etc. this study concentrates brand loyalty of customers of KITEX products.

1.5 OBJECTIVE OF THE STUDY

Primary objectives

Primary objective of the study is to find out brand loyalty of KITEX products

among the customers with special reference to Ernakulam district

Secondary objectives

To find out opinion regarding products quality, price, availability etc

To find whether there is any relation between customers selection of a product

and brand loyalty.

To find out KITEXs limitations in promotional activities.

To find out which product of KITEX has more loyal customers.

To find out which product has more sale.

1.6 SCOPE OF THE STUDY

This project was carried out on the subject of brand loyalty among customers of

KITEX products in Ernakulam district. I think this project can reveal customers brand loyalty

towards KITEX products. Which product has excellent pool of customers, which is the least

one etc. so they can come out with new strategies that enhance existing customers by buying

all type of products that KITEX makes. And also this project will help them to understand

what customers are expecting from KITEX in the form of a new product, so it help the

company to bring new products in their existing product line without least chance of failure.


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1.7 PERIOD OF THE STUDY

This study was conducted from 4th July 2012 to August 3rd

2012

1.8 LIMITATION OF THE STUDY

A bigger sample size has much more accuracy in the out put of the study.

Much of the customers are not ready to reveal the exact feed back.

Study period is restricted

The analysis is based on the only information given by the customers, so its accuracy and

truthiness is questionable


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CHAPTER-II

REVIEW OF LITERATURE


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REVIEW OF LITERATURE

1. Steven M. Shugan : Brand loyalty and more modern topics of computing customer

lifetime value and structuring loyalty programs remain the focal point for a remarkable

number of research articles. At first, this research appears consistent with firm practices,

However, close scrutiny reveals disaffirming evidence. Many current so-called loyalty

programs appear unrelated to the cultivation of customer brand loyalty and the creation of

customer assets. True investments are up-front expenditures that produce much greater

future returns. In contrast, many so called loyalty programs are shams because they

produce liabilities (e.g, promises of future rewards or deferred rebates) rather than assets.

These programs produce short-term revenue from customers while producing substantial

future obligations to those customers. Rather than showing trust by committing to the

customer, the firm asks the customer to trust the firm-that is, trust that future rewards areindeed forthcoming. The entire idea is antithetical to the concept of customer asset. Many

modern loyalty programs resemble old-fashioned trading stamps or deferred rebates that

promise future benefits for current patronage. A true loyalty program invests in the

customer (e.g, provide free up-front training, allows familiarization or customization)

with the expectation of greater future revenue. Alternative motives for extant programs

are discussed.

2. SIMON KNOX : There has been much written about the role of brand loyalty as a

primary measure of Effective brands marketing and partial measure of brand equity. To

date, however, progress in providing a practical measure of construct has been very

limited. In this empirical study of grocery brand support were found to necessary and

sufficient conditions for loyalty to exist. Based on this measure, four consumer

purchasing styles were Identified and characterized as loyal, habitual, variety

seekers and switchers. The strategic implication of segmenting grocery markets on this

basis are discussed in both the context of the marketing of brands and managing brand

equity.

3. WILLIAM J. ALLENDER AND TIMOTHY J. RICHARDS : Though brand loyalty

has been studied extensively in the marketing literature, the relationship between brand

loyalty and equilibrium pricing strategies is no well understood.


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Designing sales pricing strategies involves two key decisions: the

percentage reduction in price from the existing price point, and number of frequency of

promotions within a category or for a septic product. These decisions, in turn, are

critically dependent upon how many consumers can be convinced to switch to brand by

temporarily reducing its price, and how many are instead brand loyal. Theoretical models

of how the size and strength of brand loyalty impudence optimal promotion strategies

have been developed, but there are no rigorous tests of their hypotheses. We test how

brand loyalty impacts promotions strategies for frequently purchased consumer package

good category. Our results largely con.rm that retailers often promote many brands

simultaneously and that depth and breadth can be complimentary.

4. NOAH GANS : A customer has repeated contacts with a set of product or service

providers. Each visit to supplier yields the consumer some randomly distributed utility.

The suppliers utility distribution are unknown to consume, and to decide which supplier

to visit, uses a myopic variant of decision rule used by classical, utility maximizing

Bayesian. This rule is designed to roughly consistent with empirical findings regards

individual choice under uncertainty.

For his model, we develop closed form expressions that characterized

both short tem and long term measures of customer loyalty to a supplier. These results

offers a rich picture of how consumer discrimination and prior beliefs interact with the

level of quality actually offered by suppliers to determine customer loyalty.

5. NADJA SILBERHORN AND LUTZ HILLDEBRANDT : The need to understand and

leverage consumer-brand bonds has become critical in a marketplace characterized by

increasing unpredictability, diminishing product differentiation, and heightened

competitive pressure. This is especially true for fast moving consumer goods (FMCG)

manufactures and retailers. Knowing why a customer stays loyal to brand in multiple

product categories in necessary for deriving suitable marketing strategies In the context of

a brand extension, yet research on the motives, characteristics, life style and attitudes of

cross-category brand loyal customer has been investigated only in a limited number of

studies. We will fill a gap in the literature on cross-category brand choice behavior by

analyzing revealed preference data with respect to brand loyalty in several categories in

which a brand competes. Provided with purchase and corresponding survey data we

investigate the product portfolio of a leading nonfood FMCG brand. We segment


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consumers on the basis of their revealed brand preference and, focusing on consumers

risk aversion, identity cross-category brand loyal customer personally traits as

determinants of their brand loyal purchase behavior.

Developing and validating multidimensional consumer base brand equity

scale (Boonghee yoo & Naveen Donthu)

Department of marketing and business law, G.R. Herberger College of Business st. Cloud

state university, st. Cloud MN 56301, USA Department of marketing, j. Mark Robinson

College Of business, Georgia State University, Atlanta GA 30303, U S

(Received 1 January 1997; received in revised form 1 July 1999; accepted 6 August 1999)

Little systematic research has been done to develop a scale to measure consumer-

based brand equity. The authors report the results of a multi step study to develop and

validate a multidimensional consumer- base brands equity scale (MBE) drawn from Aakers

and kellers conceptualizations of brand equity. A total of 1530 American, Korean American

and Korean participants evaluated 12 brands from three product categories (athletic shoes,

film for cameras, and color television sets). Multi psychometric test demonstrate that the new

brand equity scale is reliable, valid, parsimonious and general sable across several cultures

and product categories. The authors discussed theoretical as well as practical implication of

the study.

Analysis and result

They explored whether a similar pattern of internal consistency and dimensionality

among brand equity item could be found in each of the three samples. They selected items for

each construct until no higher reliability could be achieved and obtained the same items

across samples, five for perceived quality and three each for brand loyalty, brand association,

and brand awareness. These fourteen selected items showed excellent reliability, perceived

quality with 0.92, 0.90, and 0.84 for Americans, Korean Americans, and Koreans

respectively. Brand loyalty with 0.88, 0.86 and 0.87 brand association with 0.83, 0.79 and

0.78 and brand awareness with 0.93, 0.91 and 0.84. However, exploratory factor analysis did

not produce four distinct factors among the selected brand equity items, mainly because of

the inseparability of brand awareness and brand associations. Only three factors i.e.(


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perceived quality, brand loyalty, and brand awareness or associations) were consistently

found in each sample.

Factors Influencing Brand Loyalty

It has been suggested that loyalty includes some degree of pre- dispositional

commitment toward a brand. Brand loyalty viewed as a multidimensional constructs. It is

determined by several distinct psychological processes and it entails multivariate

measurement. Customers perceived values; brand trust, customers satisfaction, repeat

purchase behavior and commitment are found to be the key influencing factor of brand

loyalty. Commitment and repeat purchase behavior are considered as necessary conditions for

brand loyalty followed by perceived value, satisfaction and brand trust.

Frederick Reichheld, one of the most influential writers on brand loyalty, claimed that

enhancing customer loyalty could have dramatic effects on profitability. Among the benefit

from brand loyalty specifically, longer tenure or staying as a customer for longer- was said

to be lower sensitivity to price. This claim had not been empirically tested until recently.

Recent research found evidence that long- term customers were indeed less sensitive to price

increase.

The image surrounding a companys brand is the principal source of its competitiveadvantage and is there for a valuable strategic asset. Unfortunately, many companies are not

adopting at disseminating a strong, clear message that not only distinguishes their brand from

the competitors. But distinguishes it in a memorable and positive manner.

Brand is to avoid the pitfalls of portraying a muddled or negative image, and instead,

create a broad band vision or identity that recognizes a brand as something greater than a set

of attributes that can be imitated or surpassed. In fact, a company should view its brand to be

not just a product or service, but as an overall brand image that defines a companys

philosophies. A brand needs more than identity; it needs a personality, just like a person

without attention- grabbing characteristics, a brand, with no personality can easily be passed

right over. A strong symbol or company logo can also help to generate brand loyalty by

making it quickly identifiable.


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CHAPTER-III

METHODOLOGY


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3.1 RESEARCH METHODOLOGY

The research methodology is the way to systematically solve the research problem. It

may be understood science of studying how research is done.

3.2 RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research purpose with economy in procedure

The research design I am using here descriptive in nature. Pre-planned design for

analysis and structured questionnaires and schedules used for collecting primary data.

Research design process:

1. Formulating the objective of the study 4. Collecting the data

2. Designing the method of data collection 5. Analyzing the data

3. Selecting the sample 6. Reporting

3.3 SAMPLE DESIGN

Sampling is a process of selecting a sufficient number of elements from the population or

characteristics would make it possible for us to generalize such properties.

Population

Population may be defined as to any collection of individuals or their attributes or result of

operation that can be numerically specified population is applied to finite or infinite

collection of individuals. The researcher will have to identify the population or universe of

the study in hand.

In this study the population selected was the customers in Ernakulum districts, Kerala.

Sampling size

Sampling size is the decision that should be taken regarding the number of elements of the

largest population to be chosen. Here the sample size is 50.


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Sampling technique

It is a technique of considering a few units of the population available. Here

convenience sampling technique is used and each elements given equal and independent

chance of being selected.

Type of Sampling

Convince sampling method has been adopted here . I selected some customers Random

Sample Size

In this survey, sample survey was 50 customers from Ernakulam district,

Sample Area

Sample are was taken from both urban and rural area of Ernakulam district

3.4 TOOLS FOR ANALYSIS

Percentage method

Chi-Square Test

Data Collection

Primary data: was collected by direct interview with customer who purchase the kitexs

product

Secondary data are collected mainly from the supplements to the companys reports,

brochures, related documents, internet, books etc.

Percentage Analysis: is statistical tool, which is used identity the percentage of the

responds. Percentage is used to compare the relative terms and distribution at two or more

source of data. It is a sample method used to find out the answer for 50

.


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CHAPTER-IV

DATA ANALYSIS AND INTERPRETATION


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4.1 PERCENTAGE ANALYSI

4.1.1 Table showing the ag

Age Number of respondents Percentage

Below 20 8 16

21-30 16 32

31-40 12 24

Above 40 14 28

Total 50 100

Source: primary data

Interpretation:

Out of 50 samples 16% o

belong to 21-30, 24% of the resp

are above 40.

4.1.1 Chart showing the ag

0

10

20

30

40

50

60

70

80

90

100

Below 20 21-30

32

S METHOD

of respondents.

Number of respondents Percentage

8 16

16 32

12 24

14 28

50 100

the respondent are below 20 years, 32% of th

ondents belong to 31-40, and the rest 28% of th

of respondents.

31-40 Above 40 total

Number of re

Percentage

Age Number of respondents

Below 20 8

21-30 16

31-40 12

Above 40 14

Total 50

e respondents

e respondents

pondents


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4.1.2 Table showing educa

Education Number of respondents Percentage

SSLC and below 10 20

Pre degree 15 30

Degree 13 26

PG 12 24

Total 50 100

Source: Primary data

Interpretation:

Out of 50 sample 20% of t

are Pre degree, 36% of them ar

Graduates.

4.1.2 Chart showing edu

0

10

20

30

40

50

60

70

80

90

100

33

ional qualification of respondents.


10 20

15 30

13 26

12 24

50 100

e respondents are SSLC and below, 30% of th

e degree holders, and the rest 24% of respon

cational qualification of respondents.

Number

Percenta

Education Number of respondents

SSLC and below 10

Pre degree 15

Degree 13

PG 12

Total 50

e respondents

ents are Post

f respondents

e


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4.1.3 Table showing the Occ

Occupation Number of respondents Percentage

Govt. Employee 11 22

Private sector employee 8 16

Self employed 18 36

Others 13 26

Total 50 100


Interpretation:

Out of 50 sample 22% of re

36% of respondents are self emp

4.1.3 Chart showing Occu

0

10

20

30

40

50

60

70

80

90

100

Govt.

Employee

Private

sector

employee

34

pation of the respondents.


11 22

8 16

18 36

13 26

50 100

spondents are Govt. Employees, 16% are priva

loyed, and the rest of 26% belongs to others (h

ation of respondents.

Self

employed

Others total

Numb

Percen

Occupation Number of respondents

Govt. Employee 11

Private sector employee 8

Self employed 18

Others 13

Total 50

e employees,

memaker).

r of respondents

tage


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4.1.4 The Table showing Tru

Decisions Number of respondents Percentage

Strongly Disagree 5 10

Disagree 8 16

Neutral 15 30

Agree 15 30

Strongly Agree 7 14

Total 50 100

Sourse: Primary Data

Interpretation :

Out of 50 sample 10% of res

respondents are Neutral, 30%

Strongly Agree.

4.1.4 The chart Showing T

30%

N

Strongly Disagre

35

st of customer towards brand


5 10

8 16

15 30

15 30

7 14

50 100

ondents are Strongly Disagree, 16% are Disa

f respondents are Agree and the rest of 14

ust of customers towards our brand

10%16%

30%

14%

umber of respondents

Disagree Neutral Agree Strongly Agre

Decisions Number of respondents

Strongly Disagree 5

Disagree 8

Neutral 15

Agree 15

Strongly Agree 7

Total 50

gree, 30% of

belongs to

e


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36

4.1.5 Table showing The Price of Our brand is reasonable



Disagree 8 16

Neutral 14 28

Agree 11 22

Strongly Agree 7 14

Total 50 100


Interpretation :

Out of 50 sample 20% of respondents are Strongly Disagree, 16% are Disagree, 28% of

respondents are Neutral, 22% of respondents are Agree and the rest of 14% belongs to

Strongly Agree.

4.1.5 Chart showing The Price of Our brand is reasonable

20%

16%

28%

22%

14%

Number of respondents

Strongly Disagree Disagree Neutral Agree Strongly Agree


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4.1.6 Table showing Qualit


Very Poor 6 12

Not Good 5 10

Average 17 34

Good 10 20

Excellent 12 24

Total 50 100


Interpretation :

Out of 50 sample 12% of

respondents are Average, 20%

Excellent

4.1.6 Chart showing Qua

20%

N

Very Poor

37

of the product Scooby Day Bag


6 12

5 10

17 34

10 20

12 24

50 100

espondents are Very Poor, 10% are Not g

of respondents are Good and the rest of 24

lity of the product Scooby Day Bag

12% 10%

34%

24%

umber of respondents

Not Good Average Good Excellent


Very Poor 6

Not Good 5

Average 17

Good 10

Excellent 12

Total 50

ood, 34% of

belongs to


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4.1.7 Table showing protect



Disagree 7 14

Neutral 16 32

Agree 11 22

Strongly Agree 14 28

Total 50 100


Interpretation :

Out of 50 sample 4%

of respondents are Neutr

to Strongly Agree.

4.1.7 Chart showing protec

0

10

20

30

40

Strongly

Disagree

Disagree

2 7

4

14

38

on of packaging from damage


2 4

7 14

16 32

11 22

14 28

50 100

f respondents are Strongly Disagree, 14% are

l, 22% of respondents are Agree and the rest of

tion of packaging from damage.

Percentag

Neutral Agree Strongly

Agree

1611 14

32

2228



Strongly Disagree 2

Disagree 7

Neutral 16

Agree 11

Strongly Agree 14

Total 50

isagree, 32%

28% belongs


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4.1.8 Table showing habit of

Decision

Percentage

YES

70

NO

30

TOTAL

100


Interpretation:

Out of 50 sample 70

4.1.8 Chart showing the hab

0

10

20

30

40

50

60

70

80

90

100

Number of resp

39

urchasing our product regularly

Decisionumber of

espondents Percentage

YES

35

NO

15

TOTAL

50 1

of respondents are yes and 30 % of respondent

it of purchasing our product regularly

ondents Percentage

DecisionNumber of

respondents

YES

35 0

NO

15 0

TOTAL

50 0

s are now

NO

YES


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40

4.1.9 Table showing important factor that which makes you to purchase our products


Availability 2 4

Good Quality 13 26

Reasonable Price 8 16

Durability 13 26

Brand Name 14 28

Total 50 100


Interpretation :

Out of 50 sample 4% of respondents are Because of Availability, 26% are Good

Quality, 16% of respondents are Reasonable Price, 26% of respondents are Durability

and the rest of 28% are Brand Name.

4.1.9 Chart showing important factor that which makes you to purchase our products

2

13

8

13 14

4

26

16

2628

0

5

10

15

20

25

30

35

40

45

Availability Good Quality Reasonable

Price

Durability Brandname



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41

4.1.10 Table showing satisfaction of the customer after consuming Kitexs product


Highly Dissatisfied 2 4

Dissatisfied 7 14

Neutral 16 32

Satisfied 11 22

Highly Satisfied 14 28

Total 50 100


Interpretation :

Out of 50 sample 4% of respondents are Strongly Disagree, 14% are Disagree, 32%

of respondents are Neutral, 22% of respondents are Agree and the rest of 28% belongs

to Strongly Agree.

4.1.10 Chart showing satisfaction after making purchase Kitexs product

0

5

10

15

20

25

30

35


Percentage


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42

4.1.11 Table showing products attracting customer



Disagree 3 6

Neutral 17 34

Agree 11 22


Total 50 100


Interpretation :

Out of 50 sample 10% of respondents are Strongly Disagree, 6% are Disagree, 34%

of respondents are Neutral, 22% of respondents are Agree and the rest of 28% belongs

to Strongly Agree

4.1.11 Chart showing products attracting customer

53

17

11

14

10

6

34

22

28

0

5

10

15

20

25

30

35

40

Strongly Disagree Disagree Neutral Agree Strongly Agree



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43

4.1.12 Table showing opinion about the influence of Media on brand image


Very Low 2 4

Low 3 6

Medium 22 44

High 10 20

Very High 13 26

Total 50 100


Interpretation :

Out of 50 sample 4% of respondents are Very Low, 6% of respondents are Low,

44% of respondents are Medium, 20% of respondents are High and the rest of 26%

belongs to Very High.

4.1.12 Chart showing opinion about the influence of Media on brand image

2 3

2210 134

6

44

20

26

0

10

20

30

40

50

60

70

Very Low Low Medium High Very High



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44

4.1.13 Table showing opinion about advertising strategy given by the company


Very Poor 1 2

Not Good 4 8

Average 20 40

Good 11 22

Very Good 14 28

Total 50 100


Interpretation :

Out of 50 sample 2% of respondents are Very Poor, 8% of respondents are Not

Good, 40% of respondents are Average, 22% of respondents are Good and the rest of

28% belongs to Very Good

4.1.13 Chart showing opinion about advertising strategy given by the company

1 4

20

11

14

28

40

22

28

Very Poor Not Good Average Good Very Good


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46

4.1.15 Table showing labeling of Kitexs product



Disagree 7 14

Neutral 16 32

Agree 11 22


Total 50 100


Interpretation :

Out of 50 sample 10% of respondents are Strongly Disagree, 6% are Disagree, 34% of

respondents are Neutral, 22% of respondents are Agree and the rest of 28% belongs to

Strongly Agree

4.1.15 Chart showing labeling of Kitexs product

0

5

10

15

20

25

30

35

Strongly

Disagree

Disagree Neutral Agree Strongly

Agree


Percentage


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4.1.16 Table showing Offers pro



Disagree 3 6

Neutral 17 34

Agree 12 24


Total 50 100


Interpretation :

Out of 50 sample 4% of

respondents are Neutral,

Strongly Agree

4.1.16 Chart showing Offers pro

0

5

10

15

20

25

30

35

Strongly

DisagreeDisagre

47

vide by the Kitex


2 4

3 6

17 34

12 24

16 32

50 100

respondents are Strongly Disagree, 6% are Dis

24% of respondents are Agree and the rest of 3

ide by the Kitex

eNeutral

AgreeStrongly

Agree

Number of

Percentage


Strongly Disagree 2

Disagree 3

Neutral 17

Agree 12

Strongly Agree 16

Total 50

gree, 34% of

% belongs to

espondents


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48

4.2 Chi-Square Test

4.2.1 Comparison of habit of purchase and Important factors that makes to purchase

by using Chi-Square.

Null hypothesis: (Ho)

There is no relationship between habit of purchase and important factors that makes to

purchase

Crosstab-1

Count

IMPORTANT FACTORS THAT WHICH MAKES TO YOU

PURCHASING OUR PRODUCT

Total

AVAILAB

ILITY

GOOD

QUALITY

REASONA

BLE

PRICE

DURABILI

TY

BRANDN

AME

Do you

have the

habit of

purchase

our

product

regularly

YES 2 13 8 12 0 35

NO 0 0 0 1 14 15

Total 2 13 8 13 14 50

(Table: 4.1.17)

Chi-Square Tests-1Value df Asymp. Sig. (2-

sided)

Pearson Chi-Square 45.604a

4 .000

Likelihood Ratio 54.036 4 .000

Linear-by-Linear

Association28.259 1 .000

N of Valid Cases 50

(Table: 4.1.18)

a. 6 cells (60.0%) have expected count less than 5. The minimum

expected count is .60.

INFERENCE:

The asymp.sig value (.000) is lesser than the level of significance (0.05) so we reject our

hypothesis Ho.

That is an association between habit of purchase and important factors that makes to purchase


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4.2.2 Comparison of habit of purchase of product and Satisfaction of the customer

after consuming the product by using Chi-Square test.

Null hypothesis: (Ho)

There is no relationship between habit of purchase of product and Satisfaction of the customer

after consuming the product by using Chi-Square test.

Crosstab-2

Count

SATISFACTION OF THE CUSTOMER AFTER CONSUMING

THE PRODUCT

Total

HIGHLY

DISSATISFI

ED

DISSATISFI

ED

NEUTRAL SATISFIED HIGHLY

SATISFIED

Do you

have the

habit of

purchase

our product

regularly

YES 2 7 16 10 0 35

NO 0 0 0 1 14 15

Total 2 7 16 11 14 50

(Table: 4.1.19)

Chi-Square Tests-2

Value df Asymp. Sig.

(2-sided)

Pearson Chi-Square 45.671a

4 .000

Likelihood Ratio 54.384 4 .000

Linear-by-Linear

Association29.860 1 .000

N of Valid Cases 50

(Table: 4.1.20)

a. 7 cells (70.0%) have expected count less than 5. The

minimum expected count is .60.

INFERENCE:

The asymp.sig value (.000) is lesser than the level of significance (0.05) so we reject our

hypothesis Ho.

That is an association between habit of purchase of product and Satisfaction of the customer

after consuming the product


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50

CHAPTER-V

FINDINGS, SUGGESTIONS AND

CONCLUSSION


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51

5.1 FINDINGS:

It inferred that respondents 36% are self employed, 26% are homemakers, 22% are Govt.

Employees, and balance 16% are working in Private companies.. etc

It inferred that 30% are trusting the Kitex product Neutrally and 30% are agree rest of

them are only Disagree about the brand because they are aware of the product

Basis on the analysis 28% are Neutrally believe the price of the Kitex product is

reasonable, 36% are agree and also 36% are disagree

From this analysis 30% are agree with the average quality and 24% belongs to excellent

quality, and 20 % are agree with good quality. Rest of them are only dislike the quality.

Based on this analysis 50% are agree that the package protecting the product from the

damage and 32% are neither agree nor disagree, and rest of the 18% only disagree.

From the analysis 28% of the respondents are attracting the product because of brandname, 26% are depending on the good quality, 26% are based on durability.

It inferred that 44% of respondents are says that influence of media on brand image is in a

medium level and 26% are very high, 20% are high balance people only are poor and

very poor.

Here, we can understand that most of the respondents are agree that, the company

providing only the average level of advertising. That is 40% of people.

From the analysis 32% of respondents are very strongly agree that the advertising of the

company really helps to make aware of the people.

From the above analysis there is an association between habit of purchase and important

factors that makes to purchase.

Based on the analysis there is an association between habit of purchase of product and

Satisfaction of the customer after consuming the product


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5.2 SUGGESTIONS:

KITEX try to improve their promotional strategies to capture more loyal customers.

KITEX has to concentrate on their product line most customers are saying that their

product diversity is poor, so for capture more market they have to bring more products in

their product line.

Company has to concentrate more customer service activities, promotional activities, and

then only they can maintain brand loyalty.

KITEX have to think about a line stretching, for increase depth of customers, for that they

can chose whether Foot wear or Cosmetic type of products, which gives more vote during

my survey

From the finding, the company having only average levels of advertisement so the in

order to improve the brand loyalty, they have to promote more advertisement. And adoptmore technique in advertisement.

The finding says that the majority of the respondents are purchasing the product because

of the factor of Brand image. So that the company has to maintain the Brand image to

keep brand loyalty


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5.3 CONCLUSION

Brand loyalty, in marketing, consist of a consumers commitment to repurchase or otherwise

continue using the brand and can be demonstrated by repeated buying of a product or service

or other positive behavior such as word of mouth advocacy. From the point of view of many

marketers, loyalty to the brand- in terms of customer usage- is a key factor. KITEX has good

brand image in Kerala. I did my study in Ernakulam district. As a result of my study the

Success of the Kitex Company is purely depend on the brand loyalty So that they want to

perform well in order to keep for the long time ago till the life time of the company. I hope

this study will help the company to make some decisions in the future by improving their

service to their customers.


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BIBLIOGRAPHY


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6.1 BIBLIOGRAPH Y

Books:-

I. Kotler Philip, "Marketing management"

2. Kothari C.R, "Research Methodology",3. Schoell F William&Guiltinan P Joseph, "Marketing: Contemporary Concepts &

Practices",

4. Periodicals, Magazines, Notices, Brochures, Books etc, of the Company

5. Joshi R.L., Manoria C.B, Principles and practices of marketing in India, Kitab

Mahal 1985

6. R.L Potti., Quantitative Techniques, Yamuna Publications, 2002.

'Web-sites visited:-

1. www.annaaluminium.com

2. www.textileindustryindia.com

3. www.keralatestileindustry.com

4. www.wikipedia.edu
http://www.annaaluminium.com/http://www.textileindustryindia.com/http://www.keralatestileindustry.com/http://www.wikipedia.edu/http://www.wikipedia.edu/http://www.keralatestileindustry.com/http://www.textileindustryindia.com/http://www.annaaluminium.com/


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APPENDIX


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Questionnaire:

Respected madam,

As a part of my project I would like to gather some information from you which will help

me in an in depth study of project. The information provided by you will be kept confidential and will be used

for academic purpose only. I would be obliged if you co-operate with me in filling the questionnaire.

Name of the respondent :_________________________________________

1. Age

Below 20 21-30 31-40 40-59 60 above

2. Educational qualification

Below 10th SSLC Pre Degree Degree PG

3. Occupation

Govt. Employee Private sector employee Self employed

Others


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4. You trust our brand :

a) Strongly disagree

b) Disagree

c) Neither agree not disagree

d) Agree

e) Strongly Agree

5. The price of our brand is Reasonable? :

a) Strongly Disagree

b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

6. What is your opinion about the quality of Kitex products?

a) Very Poor

b) Not good

c) Average

d) Good

e) Excellent


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7. What is your opinion about protection of packaging?

a) Very Poor

b) Not good

c) Average

d) Good

e) Excellent

8. Do you have the habit of purchasing our product regularly?

a) Yes

b) No

9. What is the important factor that which makes you to purchase our products?

a) availability

b) Good quality

c) Reasonable price

d) Durability

e) Brand name


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10. Are you satisfied after consuming our product?

a) Highly Dissatisfied

b) Dissatisfied

c) Neutral

d) Satisfied

e) Highly Satisfied

11. Opinion about attractiveness of Kitex products?


b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

12. What is your opinion about advertising strategy given by the company?

a) Very Poor

b) Not good

c) Average

d) Good

e) Excellent


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13. What is your opinion about the influence of advertisement media for brand image?

a) Very low

b) Low

c) Medium

d) High

e) Very High

14. What you feel about attitude and behavior of dealers and retailers?

a) Very Poor

b) Not good

c) Average

d) Good

e) Excellent

15. Are you satisfied with labeling of Kitexs products?


b) Disagree

c) Neutral

d) Agree

e) Strongly Agree


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16. Opinion about offers provide by the Kitex?


b) Disagree

c) Neutral

d) Agree

e) Strongly Agree

18. Any other suggestions if any

................................................................................................................................................

................................................................................................................................................

................................................................................................................................................

........................................................................................................................

Thank You

Brand Loyalty With Leaf

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