floor tiles marketing

Study on floor tiles marketing in Madurai city

PROJECT REPORT

Submited in partial fulfillment for the Degree of Bachelor of Commerce

with Computer Applications to the N.M.S.S Vellaichamy Nadar College,

Madurai -19

BY

R. Rajesh

Reg.No. 08173236

Under the guidance of

Mr.A.P. Jeyaram M.Com.,M.phil.,B.Ed., PGDCA

DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS

N.M.S.S VELLAICHAMY NADAR COLLEGE

An autonomous institution, Accredited with B++ by NAAC

As ISO 9001:2002 Certified Institution, Nagamalai

Madurai -19

OCTOBER -2010

Mr.A.P. Jeyaram M.Com.,M.Phil.,B.Ed.,PGDCA

Lecturer,

Department of Commerce with Computer Applications,

N.M.S.S Vellaichamy Nadar College,

Madurai -625 019.

CERTIFICATE

The project report prepared by R. Rajesh under my guidance is

submitted in partial fulfilment for the requirement of the Degree of Bachelor of

Commerce with Computer Applications of the N.M.S.S Vellaichamy Nadar

College. I certify that the work is original and has not formed part of any other

Degree, Diploma, fellowship or other similar title.

(A.P. Jeyaram)

PLACE : MADURAI

DATE :

R. Rajesh,

Reg.No. 08173236,

III B.COM (C.A) “B” SECTION,

Department of Commerce with Computer Applications,

N.M.S.S. Vellaichamy Nadar College,

Madurai-625 019.

STATEMENT BY THE CANDIDATE

I hereby declare that the project report entitled “Study on floor tiles

marketing in Madurai city” submitted for the award of Degree of Bachelor of

Commerce with Computer Applications is my original work and no part of this

report has been submitted for the award of any other Degree,

Diploma, fellowship or other similar titles.

R. Rajesh

INTERNAL EXAMINER EXTERNAL EXAMINER

ACKNOWLEDGEMENT

First and foremost, I thank our lord Almighty for giving me good health,

strength and knowledge for completing the study.

I am extremely thankful to the principal Dr. G. MARISKUMAR, M.A.,

M.Phil.,Ph.D., of N.M.S.S.V.N College for his encouragement.

I thank Mrs. A. THENMOZHI, M.com.,M.Phil.,PGDCA., Head of the

Department for commerce with Computer Applications of N.M.S.S.V.N.

college and thank Mr.A.P. Jeyaram M.Com., M.Phil.,B.Ed.,PGDCA my

faculty guide for his continuous encouragement to bring out the best of me in

my academic endeavors.

I also extend my thanks to all the STAFF MEMBERS of my department

for their valuable guidance.

I thank my PARENTS and FRIENDS for their support extended to me

for the successful conduct of this project.

Contents

Chapter-1:

Introduction

About the product

Objectives of study

Limitation of the study

Chapter-2:

Review of literature

Consumer of behaviour

Life style

Chapter-3:

Research methodology

Data collection

Research approach

Sampling plan

Contact method

Chapter-4:

Users survey analysis and interpretation of data

Dealers’ suppliers survey analysis and interpretation of data

Chapter-5:

Conclusion

Appendix

Questionnaire for the users

Questionnaire for the dealers/suppliers

Chapter -1

INTRODUCTION

ABOUT THE PRODUCT

A member of theories about human behavior illustrate that the basic

needs of all human being are food, shelter, clothing and education. This most

well known theory of motivation is “maslow’s” hierarchy of needs” theory.

Under this theory the physiological needs include hunger, thirst shelter and

other bodily needs, safety needs. Include security and protection from physical

and emotional harm. So people need safe places to live called residential

business and to do business called commercial building and to do public

service called public buildings. In all the about type of building flooring is very

essential. Without completing the flooring work, a building cannot be used. For

paying the floors, tiles are generally used as a building material.

To improve the quality and quantitative aspect of industry of building

materials. It becomes necessary to impose standardization and to make new

innovation in the building materials. With the demand getting more and the

passion of the building material becoming the scarce, it is necessary that be

think of definitely getting away from the conventional method. We must think

in terms of protection system that make use of the Available cheap local

materials. Naturals source materials, or with technical improvement with

minimus cost.

Building construction cost or increasing at over 15% to 20% in each

year. This is primarily due to the increase in cost of basic building material like

stone, bricks, steel, cement, timber, floor tiles etc. the present rate for

constructioin a building at Madurai city various from Rs.300 to Rs.600 per

sq.ft. according to the cost of building materials used in that building.

The following table 1.1 gives the details of various items of work with total cost

of building

Table 1.1

S.NO DESCRIPTION OF WORKPERCENTAGE OF TOTAL

COST

1 Earth work exacavation and filling 0.5%

2 Concreting in foundation 5%

3 Damp proof course 1%

4 Brick work 34%

5 Rooting 20%

6 Flooring 10%

7 Doors and Windows 16%

8 Plastering and pointing 10%

9 White washing, colour washing,

painting, etc

2%

10 Miscellaneous 1.5%

Total 100%

Note: This cost does not include sanitary and electrical works. And the

require 8% of the total cost of individually.

Hence the cost of floor tiles also make an important role. It marble or

granite tiles are used then the building constructioin cost will automatically

increase but the above floor tiles will give a good look and more value to the

building. Due to the technical advancement the ceramic tiles are also now-a-

days very much used in building floor tiles.

It is cost is some what higher but it also give a good look to the building

and it is very easy to complete the worki in time. Mosaic tiles are at cheaper

rate and locally manufactured. Generally this type floor tiles is mostly used in

Madurai city.

Following are the floor tiles which are used in building construction.

1. Cement Tiles

2. Mosaic Tiles

3. Wooden Tiles

4. Cuddappah Tiles

5. Marble Tiles

6. Granite Tiles

7. Pvc Tiles

8. Glazed Tiles

9. Ceramic Tiles

In the above, we are going to discuss about the following four types or floor

tiles which are widely in use.

1. Mosaic Tiles

2. Ceramic Tiles

3. Marble Tiles

4. Granity Tiles

1. Mosaic tiles:

This are manufactured by mixing cement, white cement, gand and metals chips (received from salem and other places) in various proportionate

to have various designs. Required quantity of water is added for easy work ability and compaction. Hydraulic pressing machine is generally used for pressing the tiles when manufacturing, then the tiles are properly cured in water and the dried in sunlight. Now the tiles attain its full strength and ready for use.

These tiles are fixed over a base flooring concrete and 3 to 5 times polish work has to be done over the tiles surface to have a smooth finish this polish work need extra amount and time also. It is locally manufactured and it is cost is cheaper.

2. Ceramic tiles:

The terms ceramic is used to indicate the potter’s art or articles made by the potter. It is derived from greek work “karamus’ meaning potter’s earth. For ceramic tiles clay is made free from any impurity such as grid, pebbles,etc., and then it is pressed and converted and fine powered in PVS miles. Then required quantity of pure water is added to the powered class to have easy work ability and cohesiveness required quantity and chemical and suitable colour ingredients are added to give the required design and color. These are molded in racine, bornt in kiln at a proper compared to other three type of floor tiles. The latest technology will increase it is appearance by giving various design and models. Color leads more demand ceramic tiles making company in India.

3. marble tiles:

Marble tiles are mostly from natural soft rock stones in rajas than. This is white in color with natural grains in blue, black,brown and green. These are cut into different sizes for flooring and it requires polishing work for neat finish and smoothness.

4. Granite tiles:

These are recently developed floor tiles. These tiles are received from natural hard stones.The cutting and sizing the granite tiles. Itself require most easily machinery, so its costs more. Since it is hard rock it requires more polishing up to 15 times. Hence the cost of tiles works but to more then any other type of floor tiles but when compared to its advantages this tiles give more benefits.Generally the floor tiles are giving a good look to the building and it carried the moving load (live load) in the building also it can resist the see page of water or any moisture are any insect from the basement soil to the building. So floor tiles is an important building material for any type of building.

OBJECTIVE OF THE STUDY:

The following are the specific objectives of the study.

1. To find out the market leader in floor tiles.

2. To determine the market share of various type of floor tiles.

3. To find out the various factors which influence the purchase of floor

tiles?

4. To find out various factor which influence the supplier/dealers?

5. To find out the effect of advertisement floor tiles marketing and the most

effective media for floor tiles advertisements.

LIMITATION OF THE STUDY:

1. This study is restricted to Madurai city only

2. This study is conducted for 4 type of floor tiles namely mosaic tile,

ceramic tiles, marble tiles and granite tiles in residential building only

3. This applicable to a short period only.

Chapter -2

Review of literature

Consumer behaviour

Consumer:

A “consumer” is any one who typically engages in any one are all

of the activities described in wins or disposing of goods and services. The

services of voluntary organization have also been included in this definition,

and users of the services of this organization are also viewed as consumers.

The logic behind this approach is that consumers of free service also engage

in the same kind of decision process and physical activity as consumer of

economic goods and services. A “consumer” is one who actually purchases a

product of service from a particular organization or shop. A consumer is

always defined in terms of is specific product or company.

However the term consumer is a far wider term encompassing not only

the actual buyer or customer but also all its user(ie) consumers there are two

situations when this distinction between consumer and customer may occur.

1. When the service or product free, and

2. When the customer is not the actual user of the product or is only one of

the many users.

For example: When a father is buying a color TV for the family member, the

father is the customer and all the family members are the customers.

The following table 1.2 present one way of classifying the roles that people

can take or in the context of consumer behaviour.

Table 1.2

Some consumer behaviour roles

Role DescriptionInitiator The person who determines that some need or

want is not being met.

Influencer The person who intentionally, unintentionally

influences the decision to buy, the actual

purchase.

Buyer The person who actually make the purchase.

User The person who actually uses of consumer the

product.

When a building work is going on the engineer who designed the

building may give an idea to purchase a floor tile in ceramic. The building

contractor or the leas masons convey this matter to the house owner to

purchase the ceramic floor tiles. The house owner may go to the shop and

making the actual purchase of ceramic floor tiles and after fixing the floor tiles

in the building all members in the building are using the ceramic floor tiles.

So the engineer is the initiator, the contractor or head mason is the

influencer, the house owner is the buyer and all the family members building

are users.

So due to the idea of the initiator also the purchase pattern of the

buyer will change, have the buyer’s willingness, economic condition is

favorable situation are also to be considered.

The following are some of the important factors that also affect the consumer

behaviour.

1. External Environment:

1. Cultural Influences

2. Social Group Influences

3. Family Influences

4. Personal Influences

2. Internal Environment (Individual Determines):

1. Motivation and Involvement

2. Attitudes

3. Personality and Self Concept

4. Learning and Memory

Life style:

The latest concept of life style pattern may also affect the business of

various goods and services, life style marketing is a process of establishing

relationship between products offered in the market and targeted life style

groups. It involves segmentations the market and targeted life style groups. It

involves segmentations the market on basis of life style dimensions.

Positioning the product in a way that appears the activities, interest and

opinions of the targeted market and under taking specific promotional

campaigns which exploits life style appeals to enhance the market value of the

market value of the offered product.

The marketing dictionary of Rona ostrow and sweet man R. smith

describes life style as “A distinctive mode of behavious centered around

activities, interest, opinions,attitudes, and demographic. Characteristics

distinguishing one segment of population from another. A consumer life style

is seen as the some of his interaction with his environment life style studies

are a component of the border behavioral concept called psychographics”.

Life style is an integrated system of a person’s attitudes, values, interests,

opinions, and his over behaviour.

CHRACTERISTICS OF LIFE STYLE

Feldman and their bar describe lifestyle by the following

characteristics.

1. Life style is a group phenomenon:

A person’s life style bears the influences of his /her participation insocial groups and of his /her relationship withothers. Two clerks in the same office may exhibit different life style.

2. Life style per vades various aspects of life:

An individual’s life style may result in certain consistency of behavior knowing a person conduct in one aspect of life may enable as to predict how he/she may behave in other areas.

3. Life style implies a central life interest:

For every individual there are many central life interest like family, work, leisure, sexual exploits, religion, politics, etc. That may fashion his interaction with the environment.

4. Life style very according to sociologically relevant variables:

The rate of social charge in a society has a great deal to do with variation

In life styles, so do age, sex, religion, ethnicity and social class. The increase the number of double income familes and that of working woman have resulted in completely different life styles in the 1980’s in India. When goods and services available in the market are in tune with life style pattern and values, consumer market reaction is favorable.

According to the above life style concept a particular group of people may like granite flooring to their house, some people like marble flooring some other people like ceramic tiles flooring and other people like a mosaic tiles flooring. In our study we try to analyses which type of floor tiles is actually having more market in Madurai city considering the entire above factory.

Chapter-3

RESEARCH METHODOLOGY

Data collection:

In general data at hand or inadequate, and hence it becomes necessary to collect data that are appropriate. There are several ways of collecting the appropriate data which differ considerably in context of money costs, Time and other resource. Collection of data is very vital and important for any research study. Hence the source of data are of two types.

1. Primary data

2. Secondary data

Primary data collection is essential for an effective approach towards the study concerned.

Types of information required for the study were thoroughly determined, together primary data.

Research approach:

Primary data can be collected either through experiment or through survey. Second data can be collected from the previous reports. By experiments the researcher can observe some quantitative measurements, or the data with the help of which the examines the truth. But in the case of the survey, data can be collected by any one of the following methods.

1. Observation2. Personal interviews3. Telephone interviews4. Questioner and5. Schedules

Hence survey research methods by questionnaire way found most appropriate and adopted. This questionnaire is also a most common instrument employed in the collection on primary data. Questionnaire contain a set of questions which are required to collect information from the respondents.

Sampling plan:

Sampling plan consists of three basics information

1. Sampling unit2. Sampling size3. Sampling procedure

in this study sampling unit is the users and dealers/suppliers of floor tiles.

Sample size represent the number of respondents. Who are to be surveyed. In this study 50 users and 25 dealers/suppliers in Madurai city were selected.

Sampling procedure is the process of choosing the respondents for the sampling unit. Sampling and convenience for both researcher and respondents had been adopted to select and collect the samples required.

Contact method:

There are three way of contact followed for collection of samples.

1. Telephone2. Mail3. Personal

Personal contact method was hand to be more suitable, and the same has been followed.

Chapter -4

USERS SURVEY

Analysis and interpretation of data:

The total number of users are 50 and the sample break is made on the experience and the category of users.

Experience and occupation of users:

Table 3.1

OccupationExperience Total

Less than 5 years

5-10More than 10 years

no percentage

10 contractors 2 5 3 10 10%

15 masons 2 8 2 15 15%

25 house Owner 7 10 8 25 25%

Total 14 23 13 50 50%

The above table 3.1 clearly show the sample size classification.

Above 20% of the sample are contractors, 15% are masons, and remaining 25% are house owners.

Out of 10 contractors 2 are having less than 5 years experience, 5 are having 5-10 years experience and remains 3 are having more than 10 years experience.

Out of 15 masons 5 are having less than 5 years experience, 8 are having 5-10 years experience and remains 2 are having more than 10 years experience.

Out of 25 house owners 7 are having less than 5 years experience, 10 are having 5-10 years experience and remains 8 are having more than 10 years experience.

Categories Contractors Masons House owner TotalType of

tilesNos % Nos % Nos % Nos %

Mosaic tiles

2 25% 3 10% 4 8% 9 9%

Ceramic tiles

5 10% 7 23% 15 30% 27 27%

Marble tiles

1 3% 2 7% 3 6% 6 6%

Granite tiles

2 12% 3 10% 3 6% 8 8%

Total 10 50% 15 50% 25 50% 50 50%

Total reveal that of contractors group about 25% are using mosaic tiles and 10% of are using ceramic tiles.

In the mason group about 10% are using mosaic tiles and 23% are using ceramic tiles.

Among the house owner about 8% are using mosaic tiles and 30% are using ceramic tiles.

It can be seen from the about the table 3.2 mosaic tiles market share is 9% ceramic tiles marker share is 27%, marble tiles market share is 6% and granite market share is only 8%

The users where asked about the reasons for preferring the particulars type of tiles. Each users cited more than one reasons for the preference.

Ist Qtr0%

5%

10%

15%

20%

25%

30%

MOSAICCERAMICMARBLEGRANITE

The following table 3.3 indicates the reasons for preferring the particular type of floor tiles.

Reason for preference

Table 3.3

Types of tiles Strength Low priceEasy

availabliltyMore

attractive

Mosaic tiles 3 10 3 8

Ceramic tiles 6 30 15 10

Marble tiles 1 5 2 5

Granite tiles -- 5 -- 7

Total 10 50 20 30

The user cited more than one reason for their preference. So, the total in the table exceeds more than the total sample size.

50 users prefer the particular type of tiles for the low price. 30 users mentioned more attractive, 20 users mentioned easy availability, 10 users city strength the tiles.

Out of 24 users mosaic floor tiles 10 user mentioned the low prize of the tile as the reason for the preference. 3 maintained, easy availability strength and 8 mentioned the more attractive.

Out of 61 user’s cetamic tiles, all the 30 user mentioned the low price, and 15 users mentioned the easy availability also.

Out of 13 user’s marble tiles, 5 are user mentioned the more attraction, 5 for the low price, and 2 for more easy availability and strength 1.

Out of 12 user’s granite tiles, all the 7 are mentioned the more attraction and 5 user mentioned the low price.

Size of floor tiles

Size of floor tiles available in the market for various type of floor tiles.

Table 3.4

S.no Type of floor tiles Available size1 Mosaic tiles 20cm*20cm

25cm*25cm30cm*30cm20cm*10cm30cm*15cm

2 Ceramic tilesA. Spartek

b. regency

c. sumany

20cm*20cm30cm*30cm20cm*10cm

20cm*20cm20.3cm*30.45cm30cm*30cm30.45cm*40.6cm20cm*10cm

20cm*20cm25.3cm*20.2cm33.3cm*33.3cm20cm*10cm

3 Marble tiles All sizes are available with a maximum of 90cm*180cm

4 Granite tiles All sizes are available with a maximum of 20cm*180cm

USER’S PREFERENCE FOR SIZE

Table 3.5

s.no Type of tiles SizeNo of users

Total no of users

Percentage

1 Mosaic tiles30cm*30cm25cm*25cm

57

12 12%

2Ceramic tiles 30cm*30cm

20cm*20cm1510

25 25%

3

Marble tiles 60cm*90cm90cm*180cmOr big size

available in the market

54

9 9%

4

Granite tiles 90cm*180cm or big size

available in the market

4 4 4%

Total 50 50 50%

From the above table 3.5 it can be seen that out of 12 mosaic tiles users 5 users like 30cm*30cm size and the remaining 7 users like 25cm*25cm size tiles.

In ceramic tiles among the 25 users 15 of then prefer 30cm*30cm tiles and the remaining 10 users prefer 20cm*20cm size tiles.

In marble tiles from the 9 users 5 of then prefer 60cm*90cm size and the remaining 4 users prefer 90cm*180cm size or big size available in the market.

In granite tiles users all the 4 users prefer the 90cm*180cm size of big size available in the market.

Ranking of various types of floor tiles according of their

Properties:

A. BASED ON STRENGTH

Strength:A good quality floor tiles should have more strength to with

stand the live load, etc.,

The normal strength in compression is about 300kg/cm

Table 3.6

Type of tiles Points Rank

Mosaic tiles108 III

Ceramic tiles 100 IV

Marble tiles 156 II

Granite tiles 636 I

Total 1000

The weighted scale was used to find out how the users rank the strength of different type of floor tiles. The floor tiles that was ranked first was given 4 points. The second position was given 3 points. Third and fourth positions were given 2 and 1 points respectively.

From the above table 3.6 it can be seen that the granite tiles scored 636 points for its higher strength.

Ranking of various type of floor tiles

BASED ON STRENGTH

0

100

200

300

400

500

600

700

GRANITECERAMICMARBLEMOSAIC

B. WATER ABSORPTION:

For a good avidity of tiles the water absorption should be as minimum as possible is advisable. Normally it should be less than 5% of the total weight of the tiles.

Ranking of various type of floor tiles based on water absorption property:

Table 3.7


Mosaic tiles132 IV

Ceramic tiles 212 II

Marble tiles 144 III

Granite tiles 512 I

Total 1000

A weighted scale was used to rank the different type of floor tiles. Granite tiles get the I’st rank with total weighted score of 512. Ceramic tiles

in the II’nd rank with total score 212 where the marble tiles get the 111’rd rank with a total score of 132 points.

Ranking of various type of floor tiles:

Based on water absorption:

Ist Qtr 2nd Qtr 3rdQtr 4th Qtr0

100

200

300

400

500

600


C. CHEMICAL RESISTANCE:

For a good quality of floor tiles the chemical resistance should be minimum. It should not reach with chemical substances.

The following table gives the ranking of different type of floor tiles based on the property of chemical resistance.

Table 3.8


Mosaic tiles100 IV



Granite tiles 548 I

Total 1000

Ranking of different brands of cement was made using a weighted scale.

It can be seen from the above table 3.8 that the granite tiles are in Ist rank with 546 points. And cermic tiles are in the IIrd rank with 178 points. Marble tiles are in IIIrd rank with 176 points and lastly IVth rank goes to mosaic tiles with a minimum of 100 points.


Based on chemical resistance


100

200

300

400

500

600


D. SCRATCH HARNESS:

For a good quality of floor tiles the scratch hardness should be more, when a floor tiles is scratch. With other material, there should not be any scratch mark on the tile. The floor tiles should be highly scratch resistant.

Table 3.9


Mosaic tiles100 IV



Granite tiles 501 I

Total 1000

From the above table 3.9 we can see that scratch, Hardness for granite tiles is in first rank and score 501 points to that ceramic tiles is 214 points and in second position, while the marble tiles get the third position by scoring 185 points and the mosaic tiles in the last rank by getting 100 points.


Based on scratch hardness


100

200

300

400

500

600


E. EASY WORKABILITY

For floor tiles it we workability is easy then the total cost of flooring becomes to less. So easy workability is an advantage for the floor tile marketing.

Table 3.10


Mosaic tiles237 II

Ceramic tiles 459 I

Marble tiles 137 IV

Granite tiles 167 III

Total 1000From the above table it is evident that the ceramic tiles are in Ist

rank by setting 459 points for easy workability, mosaic tiles are in IInd rank scoring 237 points.

Granite tiles are in III rank with 167 points and marble tiles are in III rank with 167 points and marble tiles are in IV th rank with 137 points.


Based on Easy workability

Ist Qtr0

100

200

300

400

500


F. PRICE

Price is the major factor factor that influence the buyer while buying the floor tiles while constructry the residential building about 10% of the total cost of the building required for the floor tiles. So all the buildings are giving more important to the price details for various type of floor tiles.

Considering a maximum size of 30cm*60cm

Table 3.11

Type of tiles Price/per sq.ft

Mosaic tilesRs. 20

Ceramic tiles Rs.40

Marble tiles Rs. 50

Granite tiles Rs. 100

The users were asked about the price of various type of floor tiles. Many of the users preferred the mosaic tiles because of its low price from the above table it is clear that the price of mosaic tile is Rs. 20sq.ft.

Price difference in various type of floor tiles:

Ist Qtr0

20

40

60

80

100


Granite at same size is Rs. 100/- sq.ft.more than the mosaic tile price. So this type of costly floor tiles are used only in the very high income group people’s residence.

G. CREDIT FACILITY

The following table study the credit facility extended to the users.

Credit facility for various type of floor tiles.

Table 3.12

Type of tiles Credit period

Mosaic tilesOne weak

Ceramic tiles One weak

Marble tiles No credit

Granite tiles No credit

Mosaic tiles and ceramic tiles are given one weaki credit peiod where as marble and granite tiles are not given and credit supply.

H. AVAILABILITY

Users were enquired about the availability of four type of floor tiles.

Availabililty of floor tiles

Table 3.13

Response Number PercentageAvailable 93 93%

Not available 7 7%Total 100 100%

From the above table 3.13 it can be seent that 93% of the total samples replied that all the four type of floor tiles are available at market.Balance 10% felt that some times the required quantity of smaller size marble tiles are not available in the market readily.

The expressed their view that ceramic tiles have well established dealer and is easily available throuth out the year. Similarly the mosaic tiles, are also easily available since there are so many small scale mosaic industries at Madurai city.

Availability of floor tiles:

AvailableNot Available

E. WORKING PERIOD

Users were asked about the preference for completing the work in short time by using various type of floor tiles.

The following table 3.14 shows the details.

Table 3.14

Type of floor tiles Less working periodno Percentage

Mosaic tiles2 2%

Ceramic tiles 38 38%

Marble tiles 1 1%

Granite tiles 9 9%

Total 50 50%

From the above table 3.14 we can see that ceramic tiles are very much useful to complete the flooring work in short time. The next place goes to granite tiles. Since these are available with ready polished surface and there is no further polishing work is necessary after fixing.

But any how this type of floor tiles required skilled labour, accuracy in measurements, proper care in fixing, etc, so it will take some more fine than ceramic tiles.

Ist Qtr0

5

10

15

20

25

30

35

40

CERAMICGRANITEMOSAICMARBLE

J. ADVERTISEMENT

Advertisement is an important factor for every business. While conducting the survey it was found that the respondents mostly liked the ceramic tiles advertisements in magazine and television, further future, the respondent’s preference are given in the following table.

Table 3.15

Advertisement media RespondentNo Percentage

Television 46 46%Radio 3 3%

News paper 5 5%Magazines 18 18%

Cinema slides 14 14%Postage 2 2%

Complementary 2 2%Personal settings 10 10%

The above table 3.15 reveals that 46% of respondents preferred television media, 18% of them prefer magazines 14% of them prefer cinema slides, 10% of them prefer personal settings, 5% of them prefer newspaper, 3% of them prefer Radio, 2% of them prefer posters and other 2% of them prefer complements as the effective media for them Media preference.

For floor tiles advertisements by users

1 2 3 4 5 6 7 8 90

5

10

15

20

25

30

35

40

45

50

Series 1

Series 1

DEALERS / SUPPLIERS SURVEY

Analysis and inter petition of data

Following table 4.2 giving dealer/supplier classification.

Table 4.1

Dealers / supplier classification

Classification RespondentsNo Percentage

A. Exclusive dealers

Mosaic tilesCeramic tilesMarble tilesGranite tiles

10251

40%8%20%4%

B. Dealers dealing with more type of tiles

725

28%100%

From the above 72% of he respondents were exclusive dealers for various type of floor tiles and 28% of the respondents were more than are brand.

Factors considered by the dealers:

The respondents were asked to give the various factors they are considered for selecting the particular type of floor tiles. Table 4.2 gives clear tiles.

Table 4.2

S.no Factors1 Profit2 Commission3 Credit supply4 Consumer preference5 Packaging6 Mode of payment7 Advertisement

1) Profit: Dealers supplier gave the belief that all the floor tiles marketing are given profit in all the four type of floor tiles, granite tiles marketing give more profit, but it requires heavy investment and risk. So when the risk is high the profits are also high.

2) Commission: Dealers have the opinion that the ceramic tiles are giving more commission. Granite tiles and marble tiles are giving commission next to ceramic tiles they also have the opinion that since the mosaic tiles are locally manufactured it won’t give any commission to the dealers/suppliers. If any one mosaic tiles industry is giving commission then automatically the price will increase or the quantity of tile will decrease. So due to the heavy competition the above factors will affect the sales.

3) Credit supply: Dealers have the opinion that the mosaic and ceramic tiles are giving credit supply, granites and marble tiles are not giving any credit supply.

The following table 4.3 shows the credit details.

Table 4.3

S.no Types of tiles Credit per days1 Mosaic tiles 15 days2 Ceramic tiles 15 days3 Marble tiles No credit4 Granite tiles No credit

4. Consumer preference: most of the dealers/suppliers felt that the mosaic tiles are mostly preferred by the consumer due to its low price.

5. Packaging: most of the dealers wanted to have the packaging material for ceramic tiles only the present paper board box is accepted by some dealers, but most of them like the PUC box packaging. Since it can minimize the damages.

6. Mode of payment: most of the suppliers of dealers prefer to have the payment in DD or by cheque.

7. Advertisement: the dealers/suppliers were asked about the advertisement for floor tiles all of them are liking the advertisement given by ceramic tiles.

The following table 4.4 indicated the media preference by the dealers/suppliers for floor tiles advertisement.

Table 4.4

Media preference for floor tiles advertisement by the dealers/suppliers

Advertisement media Percentage RespondentTelevision 20 20%

Radio 3 3%Newspaper 5 5%Magazine 5 5%

Complement 2 2%Cinema slides 7 7%

Personal setting 8 8%Total 50 50%

The above table 4.4 gives the details that television media is preferred by 20% of the respondents. 5% of the respondents preferred magazines. 8% of them preferred personal setting. 7% of them preferred cinema slides. Radio, newspaper and complements are liked by each 4% of the respondent.

Media preference for floor tiles advertisement by the dealers/suppliers

Ist Qtr0

2

4

6

8

10

12

14

16

18

20

TELEVISIONPERSONAL SETTINGSCINEMA SLIDESNEWS PAPERMAGAZINERADIOCOMPLEMENTS

Chapter -5

CONCLUSION

1. Madurai is a city. So costlier tiles will move faster.

2. Fluctuations in prices during peak season should be avoided.

3. Credit supply should be given the dealers/suppliers and users.

4. Television and cable TV are the best media for advertisement and

hence frequent.

5. When the size of the granities of marble stone increases the price, will

also increases. So small size granite & marble tiles at normal price, are

mostly liked by all peoples. Therefore sufficient quantity of small size

granite and marble tiles should be available in the market.

6. The many of rich people have mostly using in ceramic tiles.

7. Exporting of granite stones to foreign countries increases the local price

of granite tiles. All type of granite stones is available in India. Even

around Madurai we can set four different types of granite stones. So our

government should make necessary action. To improve the granite

industry to supply sufficient of floor tiles to our local needs at a normal

price.

8. White cement is an important raw material for mosaic industry and

ceramic industry. Now a day the demand for white cement is very high.

The price of bag of white cement goes up to Rs. 600 go the government

should take necessary action for easy availability of white cement with

normal rate.

AppendixQuestionnaire for the users

Floor tiles

Name of the users :

Address :

Occupation :

Experience in the field:

Which type of floor

1) Which type of floor tiles are using?a) Mosaic tiles b) ceramic tiles

c) Marble tiles d) granite tiles

2) How long you are using it?b) Within 5 years b) 5-10 years

c) 10-20 years d) more than 20 years

3) State the reasons for preference of this type of floor tiles?c) Strength b) low price

c) Easy availability d) other (specify)

4) What size you prefer?d) 20cm*20cm b) 25cm*25cm c) 30cm*30cm

d) 10cm*10cm e) 15cm*15cm f) any other (specify)

5) Rank different types of floor tiles according to their properties?

Type of the tilesStrengt

h

Water absorptio

n

Chemical resistanc

e

Scratch hardnes

s

Easy other work

(specify) ability

1) Mosaic tiles

2) Ceramic tiles

3) Marble tiles

4) Granite tiles

6) Do you like plain colour tiles or design colour tiles or natural design tiles? :

7) What is the price of the floor tiles you are using now? :

8) What is your opinion about the price? :

9) Do you set any discount? :

10) If yes which types of tiles give more discounts? :a) Mosaic tiles b) Ceramic tilesc) Marble tiles d) Granite tiles

11) Do you get any credit supply? : Yes/no

12) Which tiles gives more credit?Mosaic / ceramic / Marble / granite

13) Which type of tiles is easily available at credit? a) Mosaic tiles b) Ceramic tiles

c) Marble tiles d) Granite tiles

14) Do you get all the above four type of tiles regularly

in the market? : yes/no

15) Which type of tiles is more useful to complete the work in short time?

a) Mosaic tiles b) Ceramic tilesc) Marble tiles d) Granite tiles

16) Do you get any other service from the supplier other than Credit/discount (specify) :

17) Did you see floor tiles advertisements : yes/no

18) If yes in which media?

a) Televison b) Radioc) News paper d) Magazinese) Cinema slides f) Other specify

19) Which floor tiles for advertisements attracts you very much?


20) Which media is more effective for tiles advertisements?

a) Televison b) Radioc) News paper d) Magazinese) Cinema slides f) Other specify

Questionnaire for dealers / suppliers

1) Name of the dealer :2) Address :3) Education qualification :4) Age :

a) Below 20 b) 30 to 40

c) 40 to 50 d) Above 50

5) Religion : Hindu/Muslim/Christian/Others

6) Dealers/suppliers : Whole sale

Retail

Both

7) How long you have been doing this job?

Which in 5 year / 5to 10 year / Above 10 year

8) Which type of floor tiles are sold by you?


9) Which kind of tiles is a mostly sale in a month?


10) Do you think that the floor tile trade is profitable : yes/no

11) Is this your main job or supporting one :yes/no

12) Are you satisfied with the commission give by the tiles

Company : yes/no

13) Which tiles company is giving more commission? :


14) Why do you dear with a particular type of floor tiles?

Rank with order of preference :

a) High commissionb) Preferred by consumerc) Low commissions but preferred by consumer d) Others

15) What type of tiles are preferred by the consumers?

In order please :

a) Mosaic tilesb) Ceramic tilesc) Marble tilesd) Granite tiles

16) Credit period from various floor tiles you are setting?

s.no Type of tiles

Credit Period Commission Price

1) Mosaic tiles

2) Ceramic tiles

3) Marble tiles

4) Granite tiles

17) Do you like packaging of tiles? : yes/no

18) If yes, which type? :

a) in paper board boxb) in pvc boxc) in wooden boxd) Other types (specify)

19) Mention the made of payment for the various type of tiles you are dealing?

s.no TypeMode of payment

1) Mosaic2) Ceramic3) Marble4) Granite

20) Did you see floor tile advertisements? : yes/no

21) If yes which floor tiles advertisements attracts you very much?a) Mosaic tiles b) Ceramic tilesc) Marble tiles d) Granite tiles

22) Which media is more effective for floor this advertisements? :a) Televison b) Radioc) News paper d) Magazinese) Cinema slides f) Postersg) Complements h) other specify

floor tiles marketing

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