dealer’s perception about “SUJALA PVC Pipes
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CHAPTER-1 1
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Transcript of dealer’s perception about “SUJALA PVC Pipes
CHAPTER-1
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INTRODUCTION
Marketing management is a discipline focused on the practical application of
and the of a firm's marketing resources and activities.
Marketing research and analysis
In order to make fact-based decisions regarding and design effective, cost-
efficient implementation programs, firms must possess a detailed,
objective understanding of their own business and the in which they
operate. In analyzing these issues, the discipline of marketing
management often overlaps with the related discipline of.
Traditionally, marketing analysis was structured into three areas: Customer
analysis, Company analysis, and (so-called "3Cs" analysis). More recently,
it has become fashionable in some marketing circles to divide these further
into five "Cs": Customer analysis, Company analysis, Collaborator
analysis, Competitor analysis, and analysis of the industry Context.
The focus of customer analysis is to develop a scheme for, breaking down the
market into various constituent groups of customers, which are called customer
segments or market segments. Marketing managers work to develop detailed
profiles of each segment, focusing on any number of variables that may differ
among the segments: and other factors may all be examined. Marketers also
attempt to track these segments' perceptions of the various products in the
market using tools such as Perceptual mapping.
Perception:
Perception is defined as the process by which an individual selects, organize and
interprets stimuli, in to a meaningful and coherent picture of the world. Two
individuals may be exposed to the same stimuli under the same apparent
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conditions but how each persons recognizes. Selects, organizes and interprets
these stimuli is a highly individual process based on each person own needs
values and expectations.1
- by Leon. G. Schiffman & Leslic Lazar.
Perception is the process of selecting organizing and interpreting attaching
meaning to events happening in environment.2
- by L.M. Prasad.
Perception is mental process where by an individual selects data or information
from the environment, organizes it and then draws a significance or meaning
from it.3
(or)
Perception is basically a cognitive (or) thinking process and individuals activities
emotions feeling etc are based on his/her perceptions of their surroundings or
environment.4
- Suja.R.Nair.
Perception is the process by which these sensations are selected organized &
interpreted.5
- by Michael R. Soloman
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OBJECTIVES OF THE STUDY
PRIMARY OBJECTIVE
To analyze dealers perception towards SUJALA PIPES NANDYAL.
SECONDARY OBJECTIVE
1) To know the percentage of dealers who are dealing with SUJALA PVC
Pipe sub brand.
2) To know the dealers perception towards 'companies promotional schemes
provided by the company to its dealers.
3) To know the dealers opinion towards margin provided by the company.
4) To know the factors affecting SUJALA PVC Pipes from the dealers.
5) To know the competitors of SUJALA PVC Pipes.
6) To know the factors motivating dealers to take dealership for SUJALAPVC
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NEED FOR THE STUDY
Although there have been studies on dealers perception, its application
and affects on PVC products seen to be unimpressive. Hence this study will give
a valuable contribution in analyzing the perception of dealers. And its effects as
the organization due fast changing development in economic scenario improving
the performance of the organization is essential as a result under taking an
academic study on dealers perception will be definitely helpful in achieving the
organization effectiveness and its market share.
Success of the business hinged on sound decisions are the outcome of
relevant, clear, complete, accurate, timely, objective and authentic information
about the dealers perception source of motivating, impact of advertisement, their
level of satisfaction, the factor influencing in customer preference, customer
opinion regarding the technological advancement and about the competitors.
METHODOLOGY OF DATA COLLECTION
METHODOLOGY:
Systematic methodology is the key success of any research project as it has
direct bearing on the relevance of research findings. The purpose of the research
is to gather most reliable and unbiased information through the application of
scientific principles and techniques.
The aim and methodology is a way to present a clear idea of the research
procedures and used in the study, method of sampling etc.
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The research methodology is a way of systematically solving the research
problem. It maybe understood as science of studying how research is done
specifically. In it we study various steps that are generally adopted by a
researcher in studying his research problem along with the logic behind them.
SOURCES OF DATA
1) Primary Source
It is collected through questionnaire.
2) Secondary Source
The sources of secondary data in this research are
Catalogues and various brochures of SUJALA PVC Pipes.
Company website and other websites.
SAMPLING TECHNIQUE
Simple random sampling technique has been used in this study.
SAMPLING METHOD
Probability sampling method has been used in this study.
SAMPLE SIZE
Sample of 20 respondents has been done to analyze the problem.
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DATA COLLECTION METHOD SURVEY RESEARCH
The data was collected through market survey and research by receiving
feedback through questionnaire.
SCALING TECHNIQUE QUESTIONNAIRE
The questionnaire was formulated by 15 questions the questions comprising of
the following types.
1) Dichotomous Questions i.e. YES/NO
2) Likert Scale i.e. with 5 points
3) Open Ended Questions i.e. where 2 or 3 lines are provided
4) Multiple Choice Questions i.e. with 4 points
SCOPE OF THE STUDY
This study offers helps to put practice the theoretical aspect. The study of
this nature aims to give information about competitors, demand for pipes. The
study also gives the information about dealer’s perception about “SUJALA PVC
Pipes”.
The study offers an extended scope for further research with relevance of
other product categories and also to reach wider area coverage. Overall scope of
the study is to understand dealer’s perception towards SUJALA PVC Pipes in
NANDYAL
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LIMITATIONS OF THE STUDY
1. The sample size 16 was selected and the study was based only on
those sample.
2. The project required analysis of different acres but due to it time
constraint it way difficult to carry out the study in depth.
3. The responses from the dealers were some time based.
RESPONSE ERRORS:
These are the errors give false information because of following reasons
Respondents inability to give the correct answers or lack of information,
forgetfulness or unwillingness to give correct answers.
Perceive loss of prestige, social status while conducting the interview.
Time constraint, few respondents do not pay proper attention because of
lack of time.
The limitations findings were restricted to KURNOOL Dist. only.
Though there was greater geographical consideration of sample study
limits to samples from various areas not covered in AP.
NON-RESPONSE ERRORS:
This error reduces the size of the sample. These errors may arise due to
inability of contact section of the sample of the sample/units and inability to
contact section of the respondents to answer certain question.
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CHAPTER- II
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COMPANY PROFILE
ORIGIN:
Rayalaseema is economically backward area in Andhra Pradesh, was
rarefied region for industries. A dynamic entrepreneur Sri S.P.Y Reddy who
is basically a mechanical engineer started a unit at Nandyal, which
manufactures black pipes in 1977. The determination and hard work of Sri.
S.P.Y Reddy helped him to overcome the problems faced by the company in
the initial years, and with financial assistance from local commercial banks.
The company could overcome the problems of the merger and is running
smoothly.
Later the company started manufacturing of PVC pipes, which terminated
the manufacturing of black pipes. This resulted in the formation of a PVT.
Ltd. Company called “SUJALA PIPES PVT LTD.” With Sri S.P.Y Reddy
as the Chairman.
The only major competitors to the company are Sudhakar Pipes, maharaja
pipes. The only backdrop to it is the competition from local brands. As the
majority of customers belong to farmers, they consider than quality. The
company has to make aware of the company’s quality standards to them.
SIZES: various sizes ranging from 1/2 to 10 are offered to customers. Even
pipes with different gauges and sizes are manufactured to suit specific
conditions.
PACKING : packing plays less important role in to the products like PVC
pipes because. the hallow space inside can be utilized. For the purpose of
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cubic space utilization in trucks while transport, organization is adopting the
technique like pipes in pipes.
PAYMENT PERIOD :
For SUJALA brand the company adopts zero credit policy and goods are
not delivered unless cash remittances are made. For SUJALA and Sagar
brands credit is entitled up to a week. The difference between these brands
credit is entitled up to a week. The difference between these brands is due to
brand image.
COVERAGE :
At present Andhra Pradesh, parts of southern states of Karnataka, Tamilnadu
and Kerala are ambit of Sujala Pipes Pvt., Ltd., The company extended their
sales in the below regions as shown below.
1979 - Nandyal region (Polyphone Pipes)
1984-85 - Rayalaseema region (PVC Pipes)
1985-86 - Telangana region
1986-87 - Karnataka and Andhra Pradesh
1988-91 - Tamilnadu and Karnataka
1991-94 - Kerala
TRANSPORTATION :
The transportation department of Sujala Pipes Pvt., Ltd.,. Is very admirable.
This unique strength of the organization enables the dealers to reduce
inventory levels to the minimum. Thus dealers are also supplemented with
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dealers to reduce inventory levels to the minimum. Thus dealers are also
supplemented with the benefit of the lower tied-up capital in the form of
inventory.
GENERAL INFORMATION ABOUT THE COMPANY
The company is equipped with sophisticated laboratory to carry all
tests to ascertain out going quality level of the pipes. A Sujala pipe has got
I.S.I Trademark, which speaks for itself for the quality of the pipes.
Numbers of statistical quality control techniques are applied to sustain the
quality level of the product.
Managers at the company are dynamic and are well educated.
Supervisory staff or intermediate managerial staff are able in talking their
area are not highly educated. Most of the employees are skilled is
uniqueness of workers in Sujala Pipes Pvt., Ltd. There is non-indulgence in
trade union activities.
As the company is located in industrial estate of Nandyal. it is
facilitated with good communication networks, which includes telex, fax
machine, and Internet. Company has also got the support of electronic data
processing.
The company’s major strength is considered to be transportation
vehicles, a unique cash outflow justifies itself by providing good reputation
of the company through improved customer service.
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FINANCIAL DEPARTMENT :
Through initially the company approached the external sources for
financial aid, now the financial status of the company is the very sound and
is being run only with self-finance excepting for loans taken for
hypothecation of machinery and stock from SBI Nandyal.
The company follows cash and carry policy for Nandi brand. The
product is not delivered until the cash is paid and financial department with
the help of marketing department looks after these transactions.
MARKETING DEPARTMENT :
Marketing manager who reports to executive director, an assistant
marketing manager who reports and 20 salesmen headed by 30 sales
representatives who are headed by assistant marketing manager, heads the
marketing department. Marketing mix and advertising particulars of Sujala
Pipes Pvt., Ltd.,. Shows the department’s effective management of the
marketing department in the organization.
PERSONAL DEPARTMENT:
The personal department consists the details of the executives and
workers of the organization. The organization is formed with
Sri.S.P.Y.Reddy as the Chairman who reports managing director. Two
marketing manager, financial manager, public relations officer and quality
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control officer who all reports to executive director. Other than executives
there are thousand works in the organization.
Panel consisting of managing director, executive director and managers of
concerned departments makes the recruitment and selections of persons.
Apart from the attractive salaries company provides health card facilities.
PURCHASING DEPARTMENT :
The perplexing situation i.e. conformed by the manufacturers of the PVC
pipes is scarcity of resin. Though the Govt., of India has taken various steps
to improve supply conditions of PVC resin, the Indian manufacturers could
meet only 50 per cent of demand and remaining 50 percent is met from
imports.
The major petrochemical companies are:
Sri Ram vinyl Ltd.,
Chem-plast Ltd.,
Reliance Petrochemical Ltd.,
National Organic Chemical Industries Ltd.,
Indian Petrochemical Industries Ltd.,
Process :
The main raw materials are HDPE granules, PP granules. The manufacturing
for pipes consist of mixing various resins along with coloring materials in a
mixture and the prepared material is fed to the extruder. In the extruder, the
material is heated to the require politicizing temperature (1900 Centigrade to
2300 Centigrade) the extruded through the die hard to form the pipe. The hot
pipe coming out of the extruder is cooled in a water bath to retain the final
shape. The pipe coming out to the extruder is guided through the water bath
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suitable traction system. The temperature of the water is maintained by
circulating through the cooling toward and with the help of a chilling plant.
The required length of the pipe is cut with a planetary saw. The cut lengths
are titled by titling units and get corrected in the pipe rack attached to the
titling frames. Later they are stocked separately. The company has entered
into a technical has its own processing technology.
SUJALA PIPES:
SUJALA Pipe Ltd., was incorporated in the year 1986. The factory is
situated at C-1, INDUSTRIAL ESTATE , NANDYAL, KURNOOL ISTIC.
Its annual production capacity is 16000 Mts. And it is one of the leading
manufacturers of PVC pipes in South India. The company is equipped with
technical collaboration from Batten field of West Germany. It has made
possible few other small ventures. Pipes are sold under brand names of
SUJALA, NANDI, MONARCH etc.,
SUJALA Pipes with their good quality, trouble free services, durability and
economical use or a better choice than mild steel, galvanized steel, cast iron
and plastic pipes.
The company is managed by a term of professionals under the guidance of a
young, experienced and well-qualified dynamic managing director
MR. SREEDHAR REDDY.
APPLICATIONS OF UPVC PIPES :
Agriculture and irrigation schemes.
Rural & Urban water supplies scheme.
Tube well casing
Gas and oil supply lines.
Industrial effluent disposal.
Sewerage and the drainage scheme.
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Air-condition ducting.
Building installations.
Industrial ducting.
CHAPTER-III
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REVIEW OF LITERATURE
Perception:
Perception is defined as the process by which an individual selects,
organize and interprets stimuli, in to a meaningful and coherent picture of the
world. Two individuals may be exposed to the same stimuli under the same
apparent conditions but how each persons recognizes. Selects, organizes and
interprets these stimuli is a highly individual process based on each person own
needs values and expectations.
- by Leon. G. Schiffman & Leslic Lazar.
Perception is the process of selecting organizing and interpreting
attaching meaning to events happening in environment.
- by L.M. Prasad.
Perception is mental process where by an individual selects data or
information from the environment, organizes it and then draws a significance or
meaning from it.
(or)
Perception is basically a cognitive (or) thinking process and individuals
activities emotions feeling etc are based on his/her perceptions of their
surroundings or environment.
- Suja.R.Nair.
Perception is the process by which these sensations are selected
organized & interpreted.
- by Michael R. Soloman
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Perception of Marketing Channels (or) Distribution Channels
A set of interdependent organization involved in the process of making a
product or service available for use or consumption by the consumer or business
user.
A company’s channel decisions directly affect every other marketing
decision. The company’s pricing depends on whether it works with national
discount uses high quality specialty stones or sells to consumers via the web.
The firm’s sales force and communications decisions depend on much
persuasion, training, motivation and support its channel partners need whether a
company develops or acquires certain new products may depend on how well
those products fit the capabilities of it channel members.
In PVC industry the marketing channel as producer to dealer customer
channel is using. The us of intermediaries result from their greater efficiency in
marking goods available to target markets. Through their contacts, experience,
specialization and scale of a operation intermediaries usually offer the firm more
than achieve its own.
From the economic system’s point of view the role of marketing interne
diaries is to transform the assortments of products made by producers into the
assortments granted by customers intermediaries buy large quantities from many
producers and break them down into the intermediaries by large quantities from
many producers and break them down into the smaller quantities and broader
wanted by customer. These intermediaries play an important role in matching
supply and demand.
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A marketing channel consists of firms that have partnered for their
common good. Each channel member depends on the other.
For example, Sony’s role in produce Consumer electronics products that
consumer will like and to create demand through National Advertising. Best buys
role to display these Sony products in convenient locations to target customers
and answers buyer’s questions and to complete sales.
Responsibilities of Channel:-
They should agree on price policies condition of sale territorial rights.
Specific services to be performed by each parts.
The producer should establish a list price and fair set of discounts for
intermediaries. It must be define each channel member territory and it should be
careful about where it places new resellers.
Channel conflict impact on Dealers Perception
Channel conflict among marketing channels members on goals and roles who
should what and for what rewards.
Most of the channel conflicts routed difference in
1. Channel Members goal.
2. Their perceptions of reality,
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Competing Goals
In distribution channel dealers set of goals and objectives is very difficult
from those other members. This built in difference in what firms are seeking to
achieve is fundamental to all business. The goal is divergence and subsequent
conflict. The conflicts impact on Dealers Perception psychological feelings are
negative towards company so identify the Perceptions of the dealers and
manage it.
Perception Of Reality:
Differing perception of reality are important sources of conflict, become
they indicate that there will be differing bases of action in response to the same
situation. As a general rule channel members are often confident that they know
the facts of “the situation”. Yet when their perception are compared, they are
frequently so different that it is difficult to believe they are members of the same
channel perception differ markedly even on such basics topic as
What the attributes of the product or services
What application it serves and for which segments.
What the competition is.
Certain Features of Perception
The Perception is mental process, where by an individual selects data or
information from the environment, organizes it and then draws a is option
basically a cognitive (or) thinking process and individual’s activities emotions
feeling etc are based on his/her perceptions of their surroundings or
environment.
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Perception being an intellectual and cognitive process will be subjective
process different people may perceive the environment. Mental occurrence of an
event differently based on which aspect of the situation is absorbed by them.
The Perception is mental process, where by an individual selects data or
information from the environment, organizes it and then draws a significance or
meaning from it.
Perception is basically a cognitive (or) thinking process and individual’s
activities emotions feeling etc are based on his/her perceptions of their
surroundings or environment.
Perception being an intellectual and cognitive process will be subjective
process different people may perceive the environment.
Mental occurrence of an event differently based on which aspect of the
situation is absorbed by them.
Elements of Perception
Sensation:
There is a need to differentiate between sensation and perception
sensation may be described as an immediate direct response of physical sensory
organ. The physical senses are vision, hearing, touch smell and taste. These
physical senses are continuously exposed to internal and external stimuli and
human sensation occurs because these. The sensation may be in the form of
reaction of eye to color or mouth to taste and soon.
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Perception is something more than sensation. It co-relates, integrates and
comprehends the various sensations and information received from the different
organs of the body by means of which person develops his sensitivity to various
things and objects, perception is both physiological and psychological factors.
Absolute threshold
The point at which an individual sense a difference between something
and nothing is referred to as the ‘Absolute threshold’ for particular stimulus.
Under conditions of constant stimulation is the individual getting
continuous exposure certain object or event, then in spite of the absolute
threshold increasing.
The Stimuli will case make a positive impression.
Differential threshold:
This concept was developed by a German Scientist name Earnest Weber in 19th
century. The minimal difference that can be noticeable between two similar
stimuli is known as the differential threshold or justice able difference.
External Factors and Internal Factors
The manner in which either a product/service perceived will be depend up
on both internal and external factors. This is to say that both external reality and
internal reality are intertwined as human beings we carry all our experiences in
our mind and have our own selfish interests, needs, motives and expectations in
to the way in which we would like reality to exist in the world.
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External Factors influencing attention
The physical properties of the stimulus include intensity, size, position,
contrast, novelty, repetition and movement.
Intensity and Size
The brighter the sound or louder the sound the more likely a person’s
attention is drawn to it.
Position:
The position of display or advertisement also is a determining factor of
attracting the attention. An advertisement placed next to a compatible editorial
column go magazines and news papers is thought to attract more leadership
response.
Contrast:
Human beings have the ability to adapt to sounds, odors, pain, bright
lights, neon signs and movements. That is, human beings are able to use
sensory organs to adapt themselves to various stimuli. This is where contrast will
help in the perception process.
Repetition
. Advertisements are repeated more often to enable consumers for brand
recall as well as stimulate them and create a strong desire for interest in the
purchase of the product.
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Movement
Advertisers have also started using billboards or hoardings with
movement, mobile vans etc. so as to inject a feeling of movement into it.
INTERNAL FACTORS
Peoples may not receive the messages passively. Usually Peoples may
take the messages given to them by the marketers and then use it so that is may
fit into their Own internal world and then try to work out in their mind about clues
to determine the brand's capability. Marketers are interested in knowing what is
the impact of their usage of marketing mix elements on the minds of the Peoples.
The marketer has to constantly understand
"What is going on in the Peoples mind there".
Selective Attention
There is a tendency among people to consciously see and hear only
certain aspects of the advertising message which is being communicated.
EXTERNAL FACTORS INTERNAL FACTORS
Intensity and size Selective attention
Position Selective exposure
Contrast Selective reception, comprehension
Novelty and retention
Repetition Perceptual vigilance or defence
Movement Expectation
Subliminal perception
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PERCEPTUAL
External and internal factors influencing perceptions
Perception is a selective process. Usually, people are able to sense and receive
only limited information from the environment and hence are characteristically
selective
This perceptual selectivity can be associated with the inner needs of an
individual. This feeling of awareness of a need results in the person experiencing
discomfort or tension, when he thinks he is missing something.
Selective Exposure
Through selective exposure people try to avoid coming into contact with or avoid
any message that nay go against or be contradictory to the strongly held beliefs
and attitudes. A person's beliefs very strongly influence his perception about
people or things. Because of this, a fact is conceived not on what it is but on what
a person believes it to be. According to Daniel E Katz an individual adopts this
self imposed censorship in his intake of communications when he fears
questions from various sources regarding the authenticity of his beliefs or when
he is attacked for his beliefs and practices
Selective Reception, Comprehension and Retention
There is a natural tendency among people to notice the stimuli such that the
information received will fit into his or her existing mind set. People are selective
in their tendency to receive certain information and retain it in such a way that will
support their preconceptions.
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People have a tendency to forget many of the things they learn. Further, they are
likely to retain information that supports their beliefs and attitudes.
PERCEPTUAL VIGILANCE OR DEFENCE
Perceptual defense refers to the individual being vigilant and screening out of
those stimuli or elements? Which create conflict or may give rise to a threatening
situation? The peoples may subconsciously screen out the stimuli which is found
to be psychologically threatening, even if the exposure has taken place.
According to John Lofflin, at the same level of exposure, damaging, harmful or
threatening stimuli are less likely to be consciously perceived as compared to
neutral stimuli. For example, if audiences are exposed to certain culturally and
socially taboo words, such as 'Dating', 'Kissing' drinking openly etc, they may
have difficulty in perceiving these words. While non taboo words such as sure,
cow, table etc. will be more easily perceived by them.
Expectation :
Expectations affect what a person perceives. Expectation refers to the state of
anticipation of a particular behavior from a person. Even in marketing, people
often perceive what they expect to perceive rather than the message they
actually receive. Simply stated, expectation refers to the way people respond in a
certain way to a given situation or set of stimuli. This is usually the result of either
known or unknown past experiences or familiarity or a preconditioned set.
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Subliminal Perception
Subliminal perception is used to describe something that is below the level of
perception. People can get stimulated below their conscious awareness level.
Such persons can perceive stimuli without being consciously aware that they are
doing so. For effective perception, the threshold for conscious awareness will be
higher than the absolute
There are three forms of subliminal perception:
(a) A visual stimuli presented in brief.
(b) Speech given fast in low volume auditory messages.
(c) Embedded or hidden imagery or words, given either in print ads or on product
labels
THE PERCEPTUAL PROCESS
As human beings, we are continuously exposed to various stimuli. Our sensory
world includes sensory inputs such as sound, smell, pressure etc which will be
perceived and cognitively organized into a logical pattern before acting upon it.
Our cognitive structures only go for meaningful interpretation. This selective
organization of perception is the result of two kinds of inputs that 'interact to form
the final perception:
(1) Physical stimulus (lies outside in the environment);
(2) Internal individual's predispositions based on his' or her previous experience.
Further, each individual is unique and his or her perceptions are based on their
unique experiences, needs, wants, expectations etc. This means that each
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individual's perceptual process will be based on how each one sees and
perceives the world.
The perceptual process consists of many sub processes. The dynamics of
perception can be understood by taking a note of the input-throughput-output
approach. This approach is based on the fact that there is an input, which when
processed gives outputs. That is, the perceptual inputs .will comprise of stimuli in
the environment - various subjects, events or people.
The actual aspects of perceptual mechanism include - the selection, organization
and interpretation.
• The perceptual outputs will be the behavior or actions of the individuals i.e., the
resultant opinions, feelings attitudes etc.
The perceptual process
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Perceptual Inputs
Stimuli
Perceptual Mechanisms
Received selection Organization Interpretation
Perceptual Outputs
Behavior or Action
Perceptual inputs : The first process in the perceptual process is the presence
of stimuli like people, objects, events, information etc. Though the presence of
stimulus is necessary for perception, it is not the actual process of perception.
Nevertheless the perception process cannot start in the absence of stimuli.
Perceptual Mechanism: The actual perception process starts with the receipt of
information, or data (of stimuli) from various sources. The receipt of stimuli is a
psychological aspect of the perception process. And as mentioned earlier, most
perceptual inputs are received from various sensory inputs.
Perceptual Selection: As discussed above, individuals exercise, selectivity in
consciously recognizing only certain aspects of the environment as stimuli. So
when they are bombarded with various stimuli, they will be selective in the
perception process. The selection of the stimuli will be dependent on two major
factors apart from the nature of the stimulus itself- the individual's (consumer's)
previous experience as it affects their expectations and their motives at that time.
Either of these factors can raise the probability of the stimulus to be perceived
Nature of the Stimulus :When we discuss the nature of the stimulus (product), it
could be its physical attributes, the package design, the brand name, the
advertisement, the infomercials, the placement or position of the ad, the time of
releasing the ad, etc.
Perceptual Blocking: Another aspect of perceptual selectivity is perceptual
blocking. When peoples are bombarded with lots of information, there is a
general tendency to 'block out' some stimuli from their conscious awareness.
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Perceptual Organization : People do not experience all the stimuli selected by
them as separate and discrete sensations. They rather, organize this stimulus
into groups and perceive them as unified wholes. This method of perceptual
organization enables individuals to view life in a simplified manner.
Figure and Ground: People tend to organize information on what is known as
the figure -ground principle. This involves that in perceiving stimuli or
phenomena, the tendency is to keep certain phenomena in focus .and other
phenomena in the background. Figure is perceived to be dominant and more
attention is paid to it, while ground is given less prominence and attention and is
kept in the background.
Like perceptual selection, perceptual organization also gets affected by motives
and by expectation based on experience
Grouping : In grouping, the perceiver groups the different stimuli based on the
principle of their similarity or proximity. This means all those stimuli which are
grouped together are likely to be perceived as having same characteristics
Closure : When faced with incomplete information, individuals have the
tendency to fill in the gaps themselves so as to gain more meaningful information
Perceptual Interpretation : We have seen that perception is a personal
phenomenon. People have the tendency to interpret the meaning of what they
have selectively perceived and organized on the basis of their own assumptions
about the stimuli. This interpretation of the stimuli will be dependent on what the
individual expects to see in the light of his previous experience, intuition data
received, motives and interests at the time of perception.
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FACTORS RESPONSIBLE FOR PERCEPTUAL DISTORTION
Personality or Physical Appearances
Personality of the perceiver greatly influences the perception process,
researches have shown that people have a tendency to perceive others to be
having the same attributes or qualities as themselves
Stereo types: This term 'Stereotype was first used by Walter Lippman in 1922,
while describing 'biases'1 involved in perceiving people.
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CHAPTER -IV
33
DATA ANALYSIS
1. From how many years have been dealing with SUJALA pipes?
Concept:
This question is put to know the time period from which the dealers are dealing with SUJALA PVC Pipes.
Table: 1
Table showing the number of years dealers dealing with SUJALA PVC Pipes.
S.No. No. of YearsNo. of
respondentsPercentage
1 1 to 3 5 25%2 3 to 5 4 20%3 5 to 10 3 15%4 Above 10 8 40%5 Total 20 100%
Graph: 1Graph showing the number of years dealers dealing with SUJALA PVC Pipes.
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Analysis:
From the above table we could analyze that
25% of the respondents dealing with this PVC Pipes from 1-3 years.
20% of the respondents dealing with this PVC Pipes from 3-5 years.
15% of the respondents dealing with this PVC Pipes from 5-10 years.
20% of the respondents dealing with this PVC Pipes above 10 years
Interpretation:
From the above analysis it can be majority of dealers dealing with SUJALA PVC Pipes above 10 years.
Market Implication:
SUJALA PVC Pipes loyal dealers in the market.
35
2. How are the sales of other brand when compared to SUJALA PVC Pipes?
Concept:
This question is put to know the sales of SUJALA PVC Pipes
Table: 2
Table showing sales of SUJALA PVC Pipes compared to other Pipes
S.No. Dealers Opinion No. of Dealers Percentage1 Superior 10 50%2 Impairer 5 25%3 Average 5 25%
4 Can’t say 0 0 5 Total 20 100%
Graph: 2Graph showing type of SUJALA Brand Pipes are dealing.
Analysis:
From the above table we could analyze that.
50% of respondents opinion is Sujala PVC is superior.
25% of respondents opinion is Sujala PVC Pipes are imperior .
25% of respondents opinion is Sujala PVC Pipes are average
36
Interpretation:
From the above analysis Sujala PVC Pipes sales are superior than other brands
Market Implication:
Sujala PVC Pipes sales are superior than other brands
37
3. How do you rate the pricing of SUJALA PVC to compared to other brand?
Concept:
This question is put to known the price of SUJALA pipes the compared to other brand.
Table 3
Table showing quality of SUJALA PVC pipes the compared to other brand.
S.NO OpinionsNo. of Dealers
Percentage
1 High 12 60%2 Low 2 10%3 Reasonable 8 40%4 Can’t say 0 05 Total 20 100%
Graph: 3Graph showing the quality level of Sujala PVC.
38
4. Does the company take up the dealers promotional schemes?
Concept :
This question is put to know whether the company offering any promotional schemes to dealers.
Table:4Table showing whether SUJALA Company offers any promotional
schemes to dealers.
S.No Dealers opinion onpromotional schemes
No. of Respondents
Percentage
1 Yes 5 25%2 No 15 75%3 Total 20 100%
Graph: 4Graph showing dealers promotional schemes
Analysis:
From the above table it is clear that respondent’s opinion that SUJALA company is not offering satisfied promotional schemes to dealers.
Interpretation:
Majority of the respondents opinion that company is not providing promotional schemes.
Market Implication:
A growing organization must provide promotional schemes to its dealers in order to increase the market share.
39
5. What type of customers you are targeting while promoting SUJALA PVC Pipes?
Concept:
This question is put to know the field of usage of SUJALA PVC Pipes
Table: 5
S.No. Target CustomersNo. of
RespondentsPercentage
1 Agriculture 8 40%2 Environment 0 03 Household 5 25%4 Industries 7 35%5 Total 20 100%
Graph: 5
Graph showing types of customers, dealers target for sale of SUJALA PVC Pipes.
Analysis:
From the above table we could analyze that 40% of the respondents targeting Agriculture field, 25% Household, 35% Industries.
Interpretation:
Majority of respondents are targeting Agriculture and Household field to market SUJALA PVC Pipes.
Market Implication: Dealers perceived that SUJALA PVC Pipes.in the market can be Sold for household and agriculture
40
6. The question is put know that the effect of marketing activities on customer awareness.
Table : 6
Table showing methods used by SUJALA Company to create customer awareness.
Sl.No. Aware of DealersNo. of
RespondentsPercentage
1 Electronic Media 7 35%2 Print Media 3 15%3 Outdoor Media 0 0%4 Word of mouth 10 50%5 Total 20 100%
Graph: 6
Graph showing methods used by Sujala Company to create customer awareness.
41
Analysis:
From the above table we could analyze that
50% of the dealers aware SUJALA PVC Brand through Word of mouth.
35% of the dealers aware SUJALA PVC Brand through Print Media.
15% of the dealers aware SUJALA PVC Brand through outdoor media.
Interpretation:
Most of the dealers are aware of SUJALA PVC Brand through word of mouth.
Market Implication:
Word of mouth play major role in marketing SUJALA PVC brand.
42
7. What is your opinion about the dealers margin provided by SUJALA PVC Pipes?
Concept:
This question is put to know profit margin provided by SUJALA PVC Pipes to its dealers.
Table: 7
Table showing dealer’s satisfaction towards profit margin provided by SUJALA Company.
S.No. Dealers MarginNo. of
respondentsPercentage
1 Excellent 0 02 Good 5 25%3 Average 13 65%4 Poor 2 10%5 Total 20 100%
Graph : 7
Graph showing profit margins
43
Analysis:
From the above table we could analyze that 65% of the respondents said profit margins are poor, 25% of the respondents said the profit margin is good.
Interpretation:
The company given profits margins are not satisfying the dealers.
Market Implication:
Dealers are play major role sales of the PVC pipes, please concentrate ondealers margins.
44
8. Give the points from 1 to 5 for the following.
Concept:
This question is put to know the dealers opinion about factors influencing the SUJALA PVC Pipes.
Table: 8
Table showing rating scale given to dealers and know about the various factors that influence SUJALA PVC Pipes.
S.No. FactorsVery bad
% Bad %Moder-
ate% Good %
Exc-ellent
%Total
%Total
1 Price 0 0 4 20 16 80 0 100 202 Quality 0 0 1 5 18 90 1 5 100 20
3TransportAllowances
0 0 1 5 16 80 3 15 100 20
4Sales Consistency
0 1 5 15 75 4 20 0 100 20
5Payment Terms
0 0 17 85 3 15 0 100 20
6 Advertising 0 5 25 2 10 13 65 0 100 207 Total
Graph:8 Graph showing rating scale to given to dealers and know about the various factors that influences the SUJALA PVC Pipes.
45
Analysis:
Price:
From the above table we could analyze that 80% 0f the dealer’s opinion is good.
20% dealer’s opinion is Moderate.
Interpretation:
Majority of dealers having good opinion towards price.
Market Implication:
Price is one of the important factor and it must be better than
competitors
Quality:
From the above table we could analyze that 90% of the dealer’s opinion is good.
5% dealer’s opinion is Moderate.
5% dealer’s opinion is Excellent.
Interpretation:
Dealers are having Good opinion towards Quality.
Market Implication:
Quality is one of the most important factor and it must be better
than competitor.
Transport Allowances:
From the above table we could analyze that 80% 0f the dealer’s opinion is good.
5% dealer’s opinion is Moderate.
15% dealer’s opinion is Excellent.
46
Interpretation:
Dealers are having Good opinion towards Transport Facilities.
Market Implication:
Transport facilities plays important role in the market.
Sales Consistency:
From the above table we could analyze that 75% dealer’s opinion Moderate.
5% dealer’s opinion is Good.
15% dealer’s opinion is Bad.
Interpretation:
Majority of the dealers are having moderate opinion towards sales consistence.
Market Implication:
SUJALA pipes have constant demand in the market.
Payment Terms:
From the above table we could analyze that 85% dealer’s opinion Moderate.
15% dealer’s opinion is Good.
Interpretation:
Majority of the dealers are having moderate opinion towards Payment Terms.
Market Implication:
SUJALA PVC pipes Should provide flexible payment terms to its dealers.
47
Advertising:
From the above table we could analyze that 65% dealer’s opinion good.
25% dealer’s opinion is bad
10% dealer’s opinion is moderate.
Interpretation:
Dealers are having good opinion towards advertising.
Market Implication:
An organization must be promote effective advertising activities to promote its
activities.
48
9. Are you satisfied with the availability/ supply of SUJALA pipes
Concept:
This question is put to known availability / supply of SUJALA pvc pipes to its
dealers
Table 9:
Table showing dealers satisfaction towards availability / supply of SUJALA company
S.No. Dealers opinionNo. of
RespondentsPercentage
1 Satisfied 20 100%2 Moderate 0 03 Dissatisfied 0 04 Total 20 100%
Graph 9Graph showing supply / availability of SUJALA PVC pipes
Analysis:
From the above table it is clear that respondents opinion that SUJALA company
is satisfied availability / supply
Interpretation:
Majority of the respondents are having satisfied opinion towards SUJALA PVC
pipes
Market Implementation:
49
Availability / supply facilities plays important role in the market
10. What are the various payment modes offered by the company?
Concept:
The question is put to know the payment mode given by SUJALA Company to
their dealers.
Table:10S.No. Payment Modes No. of Respondents Percentage
1 Ready cash 20 100%2 Credit 0 03 Cheques 0 04 Total 20 100%
Graph:10
Graph showing payment modes provided by Sujala Company to its dealers.
Analysis:
From the above table we could analyze that :
Majority of the respondents say that company is offering Ready cash.
Interpretation:
Ready Cash is the major payment modes offered by the company.
Market Implication:
50
An organization must provide Ready cash and credit modes of payment.
11. What is your monthly target in number of pipes?
Concept:
The question is put to know the monthly target of selling SUJALA PVC Pipes.
Table: 11
Table showing target achieve by dealers compare to others.
S.No. No. of Pipes No. of Respondents Percentage1 100-500 5 25%2 500-1000 4 20%3 1000-2000 3 15%4 Above 2000 8 40%5 Total 20 100%
Graph:11
Graph showing monthly target of SUJALA PVC Pipes.
Analysis:
From the above table we could analyze that 25% of the respondents sell 100-500 pipes.20% of the respondents sell 500-1000 pipes.15% of the respondents sell 1000-2000 pipes.40% of the respondents sell above 2000.
Interpretation:
Majority of the respondents are selling above 2000 pipes with in one month.
Market Implication:
51
SUJALA PVC Pipes have got increasing demand in the market.
52
12. Rank the major competition brand of SUJALA PVC Pipes?
Concept:
The question is put to know the competitors of SUJALA PVC Pipes.
Table:12
Table showing various competitors that have competition with SUJALA PVC Pipes.
S.No.Different
PVC PipesI % II % III % IV % V %
Total %
Total
1 Sujala 18 90 2 10 0 0 0 0 100 20
2 Vasavi 2 10 15 75 1 5 1 5 0 100 20
3 Srilaxmi 0 0 0 0 3 15 17 85 100 20
4 Sudhakar 0 0 0 1 5 19 95 0 100 20
5 jayasri 0 0 20 14 70 2 10 1 8.3 100 20
Graph:12
Graph showing various competitors that have competition with SUJALA PVC Pipes.
Analysis:
From the above table we could analyze that
1st Rank:
90% of the dealers rank the SUJALA as 1st.
53
10% of the dealers rank the Vasavi as 1st.
2nd Rank:
10% of the dealers rank the SUJALA as 2nd.
75% of the dealers rank the Vasavi as 2nd.
20% of the dealers rank the jayasri as 2nd
3rd Rank:
5% of the dealers rank the Vasavi as 3rd .
5% of the dealers rank the Sudhakar as 3rd .
70% of the dealers rank the Jayasri as 3rd .
4th Rank:
5% of the dealers rank the Vasavi as 4th.
15% of the dealers rank the Srilaxmi as 4th.
95% of the dealers rank the Sudhakar as 4th.
10% of the dealers rank the Jayasri as 4th.
5th Rank:
85% of the dealers rank the Srilaxmi as 5th.
Interpretation:
In the market, dealers rank the different competitors to SUJALA PVC Pipes as follows:
Rank 1: SUJALARank 2: VasaviRank 3: jayasriRank 4: SudhakarRank 5: Srilaxmi
Market Implication:Other than SUJALA PVC Pipes Vasavi and jayasri are one of the major players in PVC Industry.
54
13. Rank the factors that has motivated to take up SUJALA PVC Pipes Dealership
Concept:
This question is put to know the factors, which has motivated the dealers to take
dealership of a SUJALA company product.
Table:13
Table showing factors that motivate dealers to take up dealership of SUJALA PVC Pipes
S.No. Factors I % II % III % IV % V %Total
%Total
1 High Margin 0 0 1 5 5 25 14 70 100 20
2Good
response rate
0 7 35 11 55 2 10 0 100 20
3Free
Transport Facility
1 519
95 0 0 0 0 0 100 20
4Brand Image
19 95 1 5 0 0 0 0 0 100 20
5Company
Relationship0 2 10 15 75 3 15 0 100 20
Graph:13
Graph showing factors that motivate dealers to take up dealership of SUJALA
PVC Pipes.
55
Analysis:
From the above table we could analyze that
1st Rank:
95% of the dealers rank brand image.5 % of the dealers rank free transport facilities.
2nd Rank:
35% of the dealers rank good response rate.95% of the dealers rank free transport facilities.5% of the dealers rank brand image.10% of the dealers rank company relationship.
3rd Rank
5% of the dealers rank high margin.55% of the dealers rank good response rate.75% of the dealers rank company relationship.
4th Rank
10% of the dealers rank good response rate.15% of the dealers rank company relationship.
5th Rank
70% of the dealers rank high margin.
Interpretation:
In the market, dealers rank different factors of SUJALA PVC Pipes as follows
Rank 1: Brand imageRank 2: free transport facilitiesRank 3: company relationshipRank 4: Good Response rateRank 5: High Margin
Market Implication:
Brand image, free transport facilities, company relationship are the main factors which motivate the dealers to take dealership of a company.
56
14. What is your overall opinion about SUJALA PVC Pipes
Concept:
This question is put to know the dealers opinion towards SUJALA PVC Pipes.
Table:14
Table showing dealers opinion towards SUJALA PVC Pipes.
S.No. Opinion on Pipes No. of Respondents Percentage
1 Excellent 3 15%2 Good 16 80%3 Poor 1 5%4 Very poor 0 05 Total 20 100%
Graph:14
Graph showing dealer’s opinion towards SUJALA PVC Pipes.
Analysis:
From the above table we could analyze that15% of the respondents say the SUJALA PVC Pipes are excellent in always80% of the respondents say the SUJALA PVC Pipes are good.5% of the respondents say the SUJALA PVC Pipes are poor.
Interpretation:
Majority of the respondents are having good opinion towards SUJALA PVC Pipes
Market Implication:
SUJALA PVC Pipes have got good image in the market.
57
CHAPTER-V
58
FINDINGS
Majority of the dealers are not benefited with the company’s promotional
schemes.
SUJALA dealers are mainly targeting Agriculture and household for sale of
pipes compare to other customers like industries and environment.
Most of the customers are come to know about pipes through dealers but
not through company marketing activities.
Profit margin provided by company is not encouraging to its dealers.
Price, Quality, Transport Facilities, Sales Consistency, Payment terms and
Advertising are the important factors from the dealer’s point of view.
Majority of the dealers are selling more than 2000 pipes per month.
Vasavi pipes is the major competitor for SUJALA pipes followed by
Sudhakar and Sri lakshmi .
Brand Image, Free transport facilities, Company relationship, Good
response and High margin are the important factors, which motivate the
dealers to take dealership.
In the study most of the dealers were satisfied with quality of SUJALA
PVC
Many dealers dissatisfied regarding the rising in strategy followed by
SUJALA PVC
59
SUGGESTIONS
Company should provide credit facility to its dealers if they achieve
specified targets considering their past performance records.
Since the dealers are mainly targeting Agriculture Field and household,
the company should motivate them to consider other fields of the market
like Industries and Environment.
Since the company marketing activities are not performing well in order to
make aware of its products, the company should increase it advertisement
activities.
The company should give an ad in televisions with respective regional
languages and try to put hoardings near bus stands and railway stations
covering rural areas also.
Company should start awareness of SUJALA PVC pipes through
company executives. Why because when the dealer switching to other
brand product have constant demand in the market.
The company should stop promoting counter sales in the market, which
are covered by counter sales.
Even though company is providing profit margins are not satisfied dealers
with this margin. So the company must provide some value added
schemes along with this margin like providing discounts &offers.
60
The company should consider Price, Transport Facilities, Sales
consistency, Payment terms as the important factors while taking
dealership. Because the company must concentrate on these factors.
The company should manufacture quality pipes than its competitors with
respect to Price, Quality and Transport Facilities also provide better
promotional schemes to it dealers than competitors.
Monthly feedback must be taken from dealers to have better relationship
with the company.
The company should not encourage new dealership has the present
number of dealers is already more then the required level.
61
SUMMARY
The dealers are not benefited with the promotional schemes provided by
the SUJALA Company. Dealers are mainly targeting Agriculture field Household
for sale of pipes, because of the Agricultural activities carried out more in the
Kurnool Area. Profit margin provided by SUJALA Pipes Pvt. Ltd. is not
encouraging to its dealers due to counter sales in SUJALA Company. Price,
Quality, Transport Allowances, Sales Consistency, Payment Terms and
Advertising are the important factors from the dealer’s point of view; Vasavi Pipes
is the major competitor for SUJALA PVC Pipes followed by Jayasri, Sudhakar
etc. Brand Image, Transport facilities, Company Relationship, Good Response
and High Margin are the important factors, which motivate the dealers to take
dealership.
62
CONCLUSIONS
It is concluded that dealers prefer SUJALA pipes in terms of sales,
when compare to other brands like Sudhakar PVC and Lakshmi PVC
It is concluded that SUJALA PVC Pipes provides a better quality of
pipes to Agriculture and household.
It is concluded that more demand for the SUJALA PVC Pipes, dealers
play major role in the sales.
It is concluded that better quality provided by SUJALA Company has
move into market with better competition with other brands.
It concluded that most of the dealers are have bad opinion on dealers
margins because they are preferred to dealers margins are motivating
factors to sales of SUJALA PVC Pipes.
It concluded that company should start the counter sales through
dealers to satisfy the dealers.
It concluded that free transport facility brand image are play major role
to take dealership.
Even though SUJALA Company did not provide better payment terms
and better advertising then also it has hold the better position in the
market. Among these all the above mentioned factors SUJALA PVC Pipes
play a better role in the market in Kurnool.
63
BIBLIOGRAPHY
1 Leon. G. Schiffman & Leslic Lazar Kanukl (2004), Consumer Behaviour
– 8th Edition, Pearson Education, Pg.No. 159 – 177.
2,3,4 Suja.R.Nair – (2004), Consumer behaviour Indian perspective, 1st
Edition, Himalaya Publishing House, Pg. No-40-57.
5 Michael R. Soloman – (2004), Consumer behaviour, Publishing-
Pearson education, Pg.No. 41.
6,7,8,9,10 Annet Coughlan ,Erin Anderson,Louis W.Stern, (2004),
Marketing channels(6th edition), Publishing-Pearson education, Pg.No-
246-249.
11 Philip Kotler,Gary Armstrong, (2006), Prinsiples of Marketing, (11th
Edition), Publishing-Pearson education, Pg.No- 382 – 397
G.C. Ben "Marketing Research", Tata McGraw - Hill Publishing Company
Limited Fourth Reprint 2002, pp.23.
http://www.google.co.in/search?
hl=en&q=Dealer+Perception&btnG=Google+Search&meta=
64
A STUDY ON DEALERS PERCEPTION TOWARDS SUJALA PVC PIPES
QUESTIONNAIRE
Name of the Dealer : __________________________
Name of the shop :__________________________
Address : __________________________
1) From how many years have you been dealing with SUJALA PVC pipes?
1-3 3-5 5-10 above 10 years
2) How are the sales of other brand when compared to SUJALA PVC Pipes?
Superior Inferior
Average Can’t say
3) How do you rate the pricing of SUJALA PVC to compared to other brand?
Low High
Reasonable Can’t say
4) What type of promotional schemes are being offered by the company?
No Yes
If yes, specify the type of promotional Schemes____________________
5) What type of customers you are targeting while promoting SUJALA PVC pipes?
Agriculture Environment Household Industries
65
6) With media that has created awareness of SUJALA brand?
Electronic media print media
Out door media word of mouth
7) What is your opinion about the dealer margin provided by SUJALA PVC pipes?
Excellent Good Average Poor Very poor
8) Give the points from 1 to 5 for the following
FACTORS VERYBAD BAD MODERAT E GOOD EXCELENT
PRICE
QUALITY
TRANSPORT
ALLOWANCES
SALES
CONSISTENCY
PAYMENT
TERMS
ADVERTISING
9)Are you satisfied with the availability /supply of SUJALA pipes?
Satisfied Moderate Dissatisfied
10) What are the various payment modes .offered by the company?
Ready cash Credit Cheques
11) What is your monthly target (in number of Pipes)
66
100-500 1500-1000 11000-2000 Above 2000
12) Rank the major competing brand of SUJALA PVC pipes
SUJALA pipes ( )
Vasavi pipes ( )
Jayasri pipes ( )
Sudhakar pipes ( )
Sri lakshmi pipes ( )
13) Rank the factors that has motivated you to take up SUJALA PVC pipes dealership
High margin ( )
Good response rate ( )
Free transport facilities ( )
Brand image ( )
Company relationship ( )
14) What is your overall opinion about SUJALA PVC pipes?
Excellent Good Average Poor Very Poor
___________________________
___________________________
THANKING YOU SIR
DEALER SIGNATURE
67
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