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A STUDY ON CUSTOMER PERCEPTION TOWARDS THE SULFEX INDIA PRIVATE LIMITED, KANNURProject report submitted in partial fulfillment of the requirements of Anna University of technology for the Award of the Degree inMaster of Business Administration

Submitted byMr. UNNIKRISHNAN K PRegister No: 098001602046

Under the guidance of Ms. M. BHARANIESWARILecturer

Department of Management Studies CMS College of Engineering Namakkal 637003. JUNE 2011

BONAFIDE CERTIFICATEThis is to certify that the main project, entitled A STUDY ON CUSTOMER PERCEPTION TOWARDS SULFEX INDIA PVT LMTD KANNUR. SUBMITTED TO THE ANNA UNIVERSITY Technology Coimbatore in partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION is a record of original research work done by UNNIKRISHNAN K P (098001602046) during the period March 2011 to May 2011 of his study in the department of MBA at CMS COLLEGE OF ENGINEERING, NAMAKKAL, under the guidance of Assistant Professor, Ms. M.BHARANIESWARI, MBA and the report has not formed the basis for the award of any Degree/ Diploma/ Associate ship/ fellowship or other similar title to any candidate of any university.Faculty GuideDirector/ HOD

Viva- voce examination held on-------------------------------

Internal ExaminerExternal ExaminerDate:Place:

CERTIFICATE

DECLARATION DECLARATIONI, UNNIKRISHNAN KP, hereby declare that the main project report entitled A STUDY ON CUSTOMER PERCEPTION TOWARDS SULFEX INDIA PVT LMTD KANNUR submitted to the Anna University of technology Coimbatore in partial fulfillment of requirement for the award of degree of MASTER OF BUSINESS ADMINISTRATION is a record of original and independent research work done by me during March 2011 to May 2011 under the supervision and guidance of Assistant Professor, Ms. M.BHARANIESWARI, MBA and the report has not formed the basis for the award of any Degree/ Diploma/ Associate ship/ fellowship or other similar title to any candidate of any university.

Date:UNNIKRISHNAN K PPlace:

ACKNOWLEDGEMENTACKNOWLEDGEMENTThe gratification and elation of the project would not be completed without mentioning each and every one who has assisted the task in any phase of its development. First and foremost we bow our head before the god almighty, who bestowed upon us his unequalled blessing that imparted us the capability to complete the project in the most successful manner.I am deeply indebted to Thiru.C.MUTHUSWAMY, the Chairman of CMS Educational Institution for providing an excellent environment and infrastructure at CMS COLLEGE OF ENGINEERING.I am deeply indebted to Dr. NELSON KENNEDY BABU the principal of CMS COLLEGE OF ENGINEERING, for giving me permission to undertake this project and his encouragement and support.I express my sincere gratitude to Mr. K.G SENTHIL KUMAR Head of Department MBA, CMS COLLEGE OF ENGINEERING for his suggestions and support.I owe my gratitude and thanks to Mr.MTP MUHAMMAD KUNHI founder of SULFEX INDIA PVT LMTD for giving me permission to do the project.I sincerely express my heartfelt gratitude to Mr. RAJEEV (marketing manager) SULFEX INDIA PVT LMTD as an external guide, who has the motive during entire course of this project.I express my sincere gratitude and thanks to Prof: Ms. M. BHARANIESWARI for her support and valuable advice to my project.I would like to express my gratitude to my parents at this occasion without which I would not have been what I am today.Last but not the least I thank each and every person who helped me to the successful completion of this task. UNNIKRISHNAN K P

SL NO

CONTENTS

PAGE NO

ACKNOWLEDGEMENT

I

CONTENTS

II

LIST OF TABLES

III

LIST OF FIGURESIV

ABSTRACTV

1INTRODUCTION

1.1 INTRODUCTION TO THE STUDY

1

1.2 INDUSTRY PROFILE

4

1.3 COMPANY PROFILE

7

2REVIEW OF LITERATURE

14

3RESEARCH METHODOLGY

20

4ANALYSIS AND INTERPRETATION

24

5FINDINGS

5.1 FINDINGS

55

5.2 SUGGESTIONS

56

5.3 CONCLUSION57

6APPENDICES

58

7BIBILOGRAPHY

62

LIST OF TABLESS NParticularsPage No

4.1.1AGE OF THE RESPONDENTS26

4.1.2THE GENDER OF THE RESPONDENTS27

4.1.3OCCUPATION OF RESPONDENTS28

4.1.4AREA OF RESPONDENTS29

4.1.5CUSTOMER OF A SULFEX MATTRESS30

4.1.6REASON FOR NOT PURCHASE31

4.1.7AWARENESS ABOUT THE PRODUCT32

4.1.8PURCHASE MOTIVE33

4.1.9OPINION ABOUT SULFEX34

4.1.10USAGE TYPE OF MATRESS35

4.1.11AWARNESS ABOUT THE PRODUCT36

4.1.12THE QUALITY PERFORMANCE OF SULFEX37

4.1.13RESPONDENTS PURCHASING ATTITUDE AS PER THE SEASON38

4.1.14OFFERS GIVEN BY DEALER39

4.1.15THE OFFER OF PRODUCT40

4.1.16OPINION ABOUT PRICING SYSTEM OF A SULFEX41

4.1.17FLOW OF INFORMATION

42

4.1.18THE RESPONSE OF A DEALER43

4.1.19DELIVERY PERFORMANCE OF A DEALER44

4.1.20RATE THE EXPERIENCE WITH SULFEX45

4.1.21RATE THE SUPPLIERS PERFORMANCE46

4.1.22NEXT TIME WILL YOU PURCHASE47

4.1.22IMPROVEMENT SUGGECTION48

4.1.23RATE THE AFFORDABILITY

49

LIST OF CHARTS

S NPARTICULARS

Page No

4.1.1AGE OF THE RESPONDENTS26

4.1.2THE GENDER OF THE RESPONDENTS27

4.1.3OCCUPATION OF RESPONDENTS28

4.1.4AREA OF RESPONDENTS29

4.1.5CUSTOMER OF A SULFEX MATTRESS30

4.1.6REASON FOR NOT PURCHASE31

4.1.7AWARENESS ABOUT THE PRODUCT32

4.1.8PURCHASE MOTIVE33

4.1.9OPINION ABOUT SULFEX34

4.1.10USAGE TYPE OF MATRESS35

4.1.11AWARNESS ABOUT THE PRODUCT36

4.1.12THE QUALITY PERFORMANCE OF SULFEX37

4.1.13RESPONDENTS PURCHASING ATTITUDE AS PER THE SEASON38

4.1.14OFFERS GIVEN BY DEALER39

4.1.15THE OFFER OF PRODUCT40

4.1.16OPINION ABOUT PRICING SYSTEM OF A SULFEX41

4.1.17FLOW OF INFORMATION

42

4.1.18THE RESPONSE OF A DEALER43

4.1.19DELIVERY PERFORMANCE OF A DEALER44

4.1.20RATE THE EXPERIENCE WITH SULFEX45

4.1.21RATE THE SUPPLIERS PERFORMANCE46

4.1.22NEXT TIME WILL YOU PURCHASE47

4.1.22IMPROVEMENT SUGGECTION48

4.1.23RATE THE AFFORDABILITY

49

ABSTRACT

ABSTRACTA study of customer perception among customers sulfex mattress were undertaken at kannur. The study was conducted to find out customer perception about towards sulfex India pvt lmtd in payyanur.

A sample of hundred numbers of customers was taken as sample for the study. The respondents were met directly and questionnaire given to them .The questionnaire was aimed to elicit all the necessary information required for the study. Convenience sampling was used collect information from respondents.

All information collected, thoroughly analyzed and entered .maximum care has been taken to present the all study in precise form, keeping in mind the various objectives of the study and limitation.

A STUDY ON CUSTOMER PERCEPTION TOWARDS THE SULFEX INDIA PRIVATE LIMITED, KANNUR1.1.1 IntroductionThe modern society focuses on the technology oriented marketing activities. To achieve a better standard of living, technology helps in identifying and satisfying needs.Basically marketing is defined as social and technical activity undertaken by the company in identifying and satisfying customer needs in such a way that the consumer is highly satisfied. A satisfied customer is the best promotional tool for the company. A company can be defined as a man with certain need willing to satisfy the need and above all and pay the companys product while satisfying his needs.Needs are basically a designed state of felt deprivation. Needs Can be two types: psychological and phsyological. The physiological are called as need that exist in physical form where as psychological needs are the acquired need. The name itself makes it feel that it is acquired over a period of time due to mental learn. The learning can be in the form of acquiring knowledge and information, thus creating needs.A marketer normally develops marketing strategies by analyzing the customer needs. The elements of the marketing strategies are the (product, price,place and promoton). A marketer should not only develop the product what is needed by the customer, price it according to what the consumer can afford but at the same time the marketer should achieve profits. Making the product conveniently available to the customer through perfect channel management and finally communicating with the the customer through an organized promotion strategies, this is not only the strategy plan for the company to go with: STP strategy ie: segmentation, targeting and positioning segmentation means, identifying the customers group who have homogeneous preferences. Targeting means evaluating those segments which are identified, and positioning stands to make the product identifiable closer to the customer personality.To achieve these marketing strategies the marketers should analyze the customer needs/wants and demand in terms of both psychological and physiological nature. Since time immemorial people are using beds made out of cotton. This is supposed to provide harmless comfortable sleep. But the advancement in technology seen in the society and people quest for the standard of living have influenced bed marketers to come up with innovative concept like ,coir bed.The tendency observed as of now is the slow shift by the people from the cotton bed to coir bed. In this research effort are made to analyze customer behavior and their perception towards sulfex mattress.Sulfex has introduced coir bed in the market and they are brand leaders having good potential to complete with their counter parts like: kurl-on and sherlon.Perceptions vary from person to person. Different people perceive different things about the same situation. But more than that, we assign different meanings to what we perceive. And the meanings might change for a certain person. One might change one's perspective or simply make things mean something else.

1.1.2 STATEMENT OF THE PROBLEMThe study was aimed at getting a clear picture of customer perception and their importance in the market.Sulfex mattress has been India's leading manufacturer of mattress, pillow and cushions. their range is designed to give the customer best start in life and cause complete peace of mind. Sulfex mattress offers the best and innovative products. The company improve the rang of mattress in order to meet the customer demand. The study has been conducted for knowing customer perception towards sulfex mattress. 1.1.3 OBJECTIVE OF THE STUDY1. To Find out Customer Perception of Sulfex Mattress2. To analyze theDemographic profileof the customer3. To know the Intervening factor which help to take decision making4. To find overall satisfaction of Sulfex Customer5. To suggest for improvements

1.1.4 SCOPE OF THE STUDY

Every organization should need some promotional tools to maintain their presence in the society so we can learn how they can implement a marketing plan in the competitive market. Now days the most of the organization gives more importance to explore the ideas about their products and goods to the society. Customer perception analysis help to find out the view point of a customer.1.1.5 Limitations of the Study Inadequacy of secondary data. A detailed study could not be carried out owing to time limit.1.2 INDUSTRY PROFILE

Introduction Everyone knows very well how important daily sleep is. Our body rebuilds itself while we are asleep. Our health, minds cognizant faculties, emotional balance, beauty, good looks everything is decided by our sleep. Every morning when we wake up refreshed, we are really reborn.Rubberized coir mattress is a valuable product manufactured from coir fiber and rubber latex, which is most ideal for sleeping. Rubberized coir mattress is branded as health products. It has got various other uses like it is used as shock absorbers, packing materials, filters etc. Birth of Rubberized coirThe birth of rubberized coir industry is quite amusing and interesting. Prior to the year 1960, people hardly had any idea of this novel and high utility product. In those days the world famous car manufacturers Volks wagon of Germany, were using horse hair as cushion filling material for their car seats. As their production increased from 100 cars per day to 300, there was clearly a need of row material. This necessitated a suitable alternative product for rubberization and which would suit to their specifications of various alternatives tried like sisal fiber; jute fiber and the coir fiber were decidedly found to be the best. This was the beginning of rubberized coir industry. In the global market the important use of rubberized coir has been in the automobile industry. In the domestic front, initially the growth of rubberized coir manufacturing industry was very slow. Particularly as lead mattress, owing to lack of awareness ordinary organized marketing effort. There was total disapproval of this product in all sectors when introduced as a healthy hygienic cushioning material. People considered it as a dirty, filthy low cost and rough product meant for the low income segment of the customer market. The PU form products in view of its soft feel used to be considered as luxury product and had the preference of the upper segment of the consumer market. The situations gradually changed and the seventies witnessed rapid growth of the industry with product finding more and more acceptance and outlets on account of consumer public realizing its unique characteristics functional aspects and cost advantages. Slowly many state govts rubberized coir wealth from waste and advocate the use of rubberized coir mattresses in various hospitals, health, clinic etc. through issue of government circulars. The word mattress originated from the French wordMATERAS in A.D 1300.

Growth during last 4 decadesFrom a handful of manufacturers during early 60s this product got some market recognition in early 70s. Apart from Dr. Ferher and DOA plants, some enterprises started manufacturing machinery indigenously. In the next three decades over 100 manufacturers have entered rubberized field. As per the statistics available now the industry has produced about 60,000 mattresses for the year ended March 2001 and the growth is still expected to go up in the years to come. Today rubberized coir products are increasingly used in many industries notably in transport industry like railways and buses, packing industry (pharmaceuticals, heavy engineering electronics etc.) hospitals, theaters and auditoriums.

Emergence of rubberized coir mattress units in IndiaPrior to the year 1960 Indian citizens hardly had any idea of this novel and high utility product. The companies born in India during 1960s were, 1. Relax-on, Calcutta, Bengal2. Kurl-on, Bangalore, Karnataka3. Duroflex, Alapuzha, Kerala4. Agreenco fiber foam, Kannur, Kerala5. Restoflex, Bangalore, KarnatakaEven though in the 60s there was only handful of mattresses units, now including small and big companies there are more than 100 brand in the market. In this most of the mattress manufacturing units and head quarters are located in Kerala. Interestingly, in Kerala 75% of the mattress companies are located in Kannur. The Kerala market got its feet moving in 60s but got into top gear during 90s. The present mattress companies having unit operations in Kannur. Sulfex, Rubco, Kurl on, Duroflex, Kohinoor, Agreen co fiber products etc.

1.3 COMPANY PROFILE Sulfex India Private Limited is a company founded in the year 1994, by Mr. Muhammad Kuhni, a prominent NRI business personality with diverse interest in rubberized coir, ply woods and construction in India and trading activities in the Middle East. The Sulfex group is a fast growing entity, surging a head with various business interests felled by an undying passion to pursue excellence on all front, Sulfex aims to create lasting value for customers across the world. Beginning as the manufacturers of exceptional quality rubberized coir mattress, the sulfex group has come a long way, today. Together, the two state of the art manufacturing plant, via Sulfex fiber products and Sulfex Mattress Company has grown rapidly. Strategically situated in northern part of Kerala state, account for a mammoth 8000 metric tons annual production capacity which means over 2500 mattress a day. Builed as having Indias second largest and most sophisticated plant capacity for rubberized coir mattresses. As well as allied product like carpets under lays, packing pads and air conditioner filter and companion products like pillows, cushions, bolsters, bed lines bath towels and a range of door and bath mats. The high density rubberized coir bare blocks that Sulfex produce are highly recommended as top layer for spring mattress worldwide. The plant employs 400 highly skilled personnels directly, and another 2000 indirectly. Credited with ISO 9001 and Bureau of Indian Standard Certification, the plant follows all the globally accepted policies from HACCP norms to environment care to the custom of never resorting to child labor to the last world. With a turn over thats racing past 400 million in Indian currencies, the brand and company are formidably poised to soar higher. To take full advantage of future possibilities, the company is expanding its core competencies. By consolidating its strength further from its strong hold, the state of Kerala.Through a wide network of over 2000 dealers, Sulfex is expanding from its South Indian markets to the whole of India. Backed by a mammoth production capacity and proactive logistics capability, Sulfex is positioning itself as a front line player in the whole country, besides a fully dedicated marketing division, with its base in Bangalore, the software haven, the company is making strategic in roads into more potential market. While a full-fledged overseas marketing division based in Dubai UAE, is taping the export marketing potential.Sulfex mattress and allid products like pillows, bolsters and mats are top selling amidst their segments, today, thanks to the single-minded dedications, behind. Sulfex mattresses are crafted precisely, as per customer preference. They provide a scientifically tested back support and soothing comfort a sleeping body needs. In the entire segment, perhaps Sulfex is the only brand, which has stuck the Optimum Price Quality right. By providing more mattresses (more cubic area by giving more thickness than what is listed) they ensure full value for money. The unique side- blanketing (the only to have this specially) prevents sagging and keeps dimensional stability in fact, in spite of long use for the critical Tape Edging process. The company relies on imported machineries and highly skilled manpower. Continuous quality upkeep and an attention to detail ensure that each mattress provides maximum sleeping comfort and extra long life. The two critical bench marks, for any mattress. the like. The numerous Product Excellence awards that have come Sulfex way are standing as glowing testimony to the brands superiority.Sulfex Group of UndertakingsSulfex was setup in the year 1994 with the objective of utilizing the abundant available resources of Kerala. Today from a single unit company Sulfex has grown into a 30 core conglomerate with well diversified operation and a market presence extending beyond the boundaries of Kerala. The various subsidiaries formed by Sulfex includes, 1. Sulfex India (Pvt.) Ltd.2. Sulfex Fiber Products3. Sulfex Mattress Company. A brand, thats going places, not only in India, but also in highly discerning, value conscious markets as well. Over the year the company has developed very high reputation for the quality of its products. The company is exporting its products to the Middle East, South Africa and European countries like Greece and Paris. Product quality and customers satisfaction are the priorities of the company always. Sulfex has a wide marketing network which expands the whole of South India, Goa, Maharashtra, Madhya Pradesh, Chhattisgarh, Harland, Orison, and West Bengal. Sulfex has a marketing department based in Bangalore

Sulfex Motto1. Our customer is the most important person in our premises. 2. Our employees and our works are our assets.3. We treat our well wishers with dignity, respect and care.4. We are steered by the needs and requirements of our customers and strive to exceed their expectations every time.5. We are responsible to the community in which we do business, building their skills and strength as we do our own.6. We generate team spirit and encourage employee participation in the process of improvement.7. We never compromise the quality of our products.8. We search and innovate for ways to improve our skills to serve our customers better.9. Above all, we never compromise our integrity.SPECIAL FEATURES The Human backbone consists of 24 separate bones shown in the illustration. Between each of these movable bones is a cushioning disc. Structurally, the cervical and the lumbar bones are very susceptible to damage and strain. The major threat is a slipped disc. When a disc slips out of position, it causes severe back pain and several other disorders. A slipped disc can occur due to a fall, heavy lifting or most dangerously, poor posture while sitting and lying. The best precautions are to sit straight and to sleep on a scientifically made mattress. An unscientifically made mattress can give you sleep disorders and severe back pain. Unfortunately, many of you that go to bed with a mindful peace and joy, wake up crankly in the morning. The problem is where you went to take rest on. Your mattress.Un scientifically made mattress can twist all your peace into a bed shape. Causing painful jerking, perspiration, nightmare and most excruciatingly backache. Sulfex can give you sound sleep at night and freshness throughout the day. The structural specialty of Sulfex gives you a cool and fresh period of total relaxation.Product ProfileA front line manufacturer with established core-competencies, Sulfex consistently satisfies the comfort expectations of discerning customer, across India. What make the Sulfex mattress special is the unique combination of the 100% natural coir and latex and the advanced manufacturing technology. Arrived upon, thanks to the companys insight into the Indian sleep habits and the dedicated research efforts by health experts. This resulted in the creation of a scientifically correct mattress. This offers maximum comfort and right support for your body, while you are fast asleep. . Sulfex luxury mattresses are manufactured in 5 styles to suit various life styles and budgets. They are1. Sulfex President Mattress2. Sulfex Fantasy plus Mattress3. Sulfex Heritage Mattress4. Sulfex Excelsior Mattress5. Sulfex Tranquil MattressPresidentSulfex President Designed specially for the most luxurious experiences. Exudes elegance and indulgence, every inch. Super thick, with rich rubber topping to sink in softly. Strong inner backing to help your body retain the natural contours. A wide range ton pick your right President!TranquilThe perfect hospital mattress. Designed and made carefully, taking into account the demanding needs of hospital wards and operating tables. The unique combination of coir and latex helps patients relax in comfort. The high quality rexine covering lends softness, and prevents any kind of moisture seeping down to the insides. Washable, untreatable, easy to carry and foldable.

Cushions, Pillows & BolstersPillows & Bolsters A range of exquisite pillows, cushions and bolsters. Available in matching colour and designs. When you choose the best mattress, complement them with the best - Sulfex pillows, cushions and bolsters.ExcelsiorSulfex Excelsior Exquisite elegance takes the shape pf mattress! You'll admire the majestic quilting, and the superior quality of the cloth and the finest shades and designs. As for its comfort , youll sure surrender! The wide range offers you a lot indulge in.Fantasy PlusSulfex Fantasy Plus Offers plush, but firm backing for your fun-filled indulgences. Yes, its the ideal comfort that newly-weds yearn for. Its also the choice mattress for hoteliers to pamper their choicest guests. Wide range to satisfy every taste.HeritageA top-of-the-line economy mattress. Offers you soft comfort and firm backing. Looks plus luxury, with superb finishing, tape edging and trendy cover design. A rich collection of pastel/floral designs to choose from.Quick dry MATSSulfex introduces a range of finely crafted mats. For entrances, kitchens & bathrooms. The Quick Dry bathroom mats have excellent moisture-absorption capacity. And dries well in normal room temperature. Easy to clean and lasts long.

Sulfex PresidentDesigned especially for the most luxurious experiences. Exudes elegance and indulgence, every inch. Super thick, with rich rubber tapping to sink in softly. Strong inner backing to help your body retain the natural contours. A wide range to pick your right president. Sulfex Fantasy plusOffers plush, but firm backing for your fun-filled indulgences. Yes, its the ideal comfort that newly-weds yearn for. It is also the choice mattress for hoteliers to pamper their chicest guests. Wide range to satisfy every taste. Sulfex Heritage A top of the line economy mattress offers you soft comfort and firm backing. Looks plush luxury, with superb finishing, tape edging and trendy cover design. A rich collection of pastel / floral designs to choose from. Sulfex ExcelsiorExquisite elegance takes the shape of mattress! Youll admire the majestic quilting and the superior quality of the cloth and the finest shades and designs. As for its comfort, youll sure surrender! The wide range offers you a lot to indulge in. Sulfex Tranquil The perfect hospital mattress. Designed and made carefully, taking into account the demanding needs of the hospital wards and operating tables. The unique combination of coir and latex helps patients relax in comfort. The high quality rexine covering lends softness and prevents any kind of moisture sleeping down to the insides. Washable, untearable, easy to carry and foldable. REVIEW OF LITERATURE

CUSTOMER PERCEPTION customer perception is consumers ability to identify the brand under different condition ,as reflected by their brand recognition or recall performance (koteler and lane ,2006).Brand recall refers to consumers ability to retrieve the brand from memory ( according to improvement of measurement for brand equity ,consumer based brand equity was described for four dimension ,brand awareness ,brand association , perceived quality and brand loyalty. Brand awareness was defined as the consumers ability to identify or recognize the brand. It refers to the strength of brand starting from the less recognition of the brand to dominance perceived quality is another valuation of bran to push the customer to buy products.Consumer perception is that healthy ingredients equal ecofriendly;green logo increases environmental feel( newyork july 6 ,2006).A new study conducted by branding firm Landor associates .The study ,which was conducted among 510 males and females ages 18 and over ,identifies that 25% respondents consider themselves green interested meaning that while this group is concerned about the environment ,its not active in its defense.The remaining seventeen percent surveyed are, in fact, green motivated meaning that they feel its very important for a company to be green.The green motivated individual do base purchase decision on whether or not a brand reflects green behaviour in its packaging ,ingredients and corporate actions.The landor study also revealed that while 2out or 3 consumers can not name a brand they consider to be green ,there are differences between perception and reality on what companies are green.To consumers , a green brand uses technology that is environmentally Friendly and uses natural and organic ingredients in its products .Brands placing emphasis on supporting environmentally causes however did not receive recognition as being green.

Shows that 58 %of the general population surveyed considers itself not green interested.These self proclaimed non green individual do not care about environmentally friendly practices, including recycling ,corporate social responsibility ,or natural and or organic ingredients.

While the literature on brand and on brand relationship is rich in marketing literature (Aaker 1991) we wish to more closely examine the association that are produced and referenced with appearance of television advertising and its effectiveness in terms of impact on brand familiarity and likeability .The super bowl telecast showcases a complicated network of brand association the ads ,the teams and athletic contest in the highly touted and expensive television commercial that air during the road cast. Corporation make large investment in their brands and ,along with the growth of the super bowl as a major televised event, some companies have aligned themselves with image of super bowl year after year. They do this in part because corporation can utilize the high publicity and public awareness this sports receives to gain both access to and association with their target audience for greater exposure for their brands. Ideally, such association yield increases sales, Sutherland and gall away state products that are advertised heavily have a status conferred upon them they are felt by customer to be more popular products ,the media are assumed to carry that which is more important, more in demand, more notorious. Just as ordinary person does not appear on TV, neither does the ordinary product the author conclude advertising function as a significant cue to customer in judging what is and not acceptable and popular with others a presence on the super bowl is within but also for enhancing the perceived status of the brand.

In examining college football fans, Madrigal points out that fan identification can even extend from support of team to support of companies that sponsor and are associated with the team .He states, loyalty toward a preferred team may have beneficial consequences for corporate sponsor ,consistent with idea of in group.

Lends support for this claim describing one survey that found that ever 70% of NASCAR fans purchase the products of NASCAR sponsors. Madrigal(2000) also claims favourable purchase intentions are more likely to occur as identification with team increases and when intentions are perceived as a group norm. Comparable wisdom and aspirations undoubtedly exist for those companies that produce and place advertisements.

Bellamy (1998) points out that, with a seemingly endless proliferation of television channels ,sport is seen as programming that can best break through the clutter of channels and advertising and consistently produce a desirable audience for sale to advertisers .He also claims that sports broadcast providers a television network , economically speaking with a level of product differentiation that distinguishes it from its rivals. This often takes the form of branding adds that sports programming is good proposition,because this type of programming offers the desirable ,and relatively hard to reach ,male audience between the ages of 18 and 49.He claims the sports programming demographic tends to be well educated with considerable disposal income advertisers are willing to pay top dollar for this audience, because they tend to make purchase decision about big ticket items ,such as automobiles and computers .

The inference from the survey findings ,and various theories and concepts it is evident that otc drugs need to be marketed aggressively like an FMCG brand. Long term brand loyalty can be established only with a sustained campaign. While product attributes and pricing do play a significant part in influencing customer choose a particular brand ,an ongoing advertising campaign touching the consumers in an emotional manner ,will enable top of the mind recall and help build long term brand loyalty. Additionally all of the brands communication , including press advertising , public relation online ,direct marketing should focus on the emotional values ,this will deliver a consistent message.

Irvine , Calif, (june 2004) announces the result of the interior styling segment of its consumer automotive Perception research study ,brand watch. Interior styling continues to be an important factor among active car buyer ,as it plays a significant role in over all cabin comfort, active new vehicle shoppers ranked the interior styling of vehicle brands based on overall comfort , headroom and leg rooms ,as well as interior design throughout the cabin including intelligent layout ,quality material convenient compartments and superior ergonomics ,according to brand watch ,Toyota brands topped the ranking for having best interior styling in four vehicle categories ,two domestic vehicle brands also claim top spots in the interior styling study in addition to one well known German luxury brand.

Toyota nearly swept the non luxury categories when it comes to interior styling taken the top in the minivan ,non- luxury SUV ,and non luxury sedan categories ,Toyota luxury brand Lexus bested all other luxury brands for no,1 spot in the luxury brand category ,two domestic manufactures also garnered top position for having the highest rated interior cabins.GMC was chosen by in internet ,new vehicle shoppers as having the best interior styling in the truck segment and Cadillac beat high powered luxury ,BMW and Mercedes BENZ for the best interior style in the luxury SUV category.

Jarlhem ,mahatma and mihalescu,raluca 2004,brand extension the study of consumer perception of the parent brand and its extended brand personality finds that in an and ever more rising competitive environment, brand markers are looking for ways to expand their portfolios and it the same time decrease the costs of the new product introduced as well as diminish the risk of new product failures ,one of the most popular ways to achieve this is put a new product created in another category under the name of an existing brand called brand extension .However , this approach is full of ups and downs that affect the consumers perceive the parent brand and extended brands personalities .This is based on using related literature and a quantitative survey in order to answer the following four main research question, what are the parent brands and the extended brands personalities that company wants to be perceive how do the consumer perceive the parent brands and the extended brands personalities are there any correlation between the perception of the parent brand personalities are there any relationship between the parent and its extended brands personalities regarding the consumers perception?Samuel M.McClure ,Jain Li ,Damon Tomlin, Kim S,Cypert, Latane M.Montague ,and P,Read Monague; Neutral correlates of behavioural preference for culturally familiar drinks(published in Neuron, volume 44,Number 2,October 14,2004).The preference for coke versus Pepsi is not only a matter for tongue to decide ,Samuel McClure and his colleagues have found. Brain scans of people tasting the soft drinks reveal that memory related brain regions that recall cultural influences. Thus say researcher, they have shown neurologically how a culturally based brand image influence a behavioural choice.

These choices are affected by perception ,wrote the researchers because there are visual images and marketing message that have insinuated themselves into the nervous systems of humans that consume the drinks .Even through scientists have long believed that assume the drinks even through scientists have long believed that such cultural message affect taste the perception ,there had been no direct neutral probes to test the effect ,wrote the researchers. Findings about the effects of such cultural information on brain have important medical implication, they wrote. Their entire squeal that result directly from strongly suspected that one major culprit is sugared colas , The researcher concluded that their findings indicate that two separate brain system one involving taste and one recalling cultural influence in the prefrontal cortex to determine preference.

Study finds Wii leading consumer brand perception December 12,2006,Torondo headquartered research film brand intel has released the latest in its weekly next gen tracker studies findings the Wii seeing more competition from the xbox 360 for positive sentiment. The tracker bases its sentiment averages based on number of discussion criteria such as general appeal , purchase intend ,and brand image to get an overall look of consumer perception of the Wii have cooled somewhat due to availability hostages ,but the company says ,it continues to be overall top position due to its low cost and revolutionary controls.The study depicts the highest rate of positive discussion for the console despite trailing Xbox 360 and its processor ranks above average; overall perception are trained are tarnished by its low availability, and especially by its price value ratios. Discussion of cell processor and graphics, says brand Intel, may be the key to changing consumer perception in the future as it currently represents its strengths .The perception of the brands in second life,Reperes market research (Alistier Krono 2007) Paris based market research agency, Reperes have made study on perception of the presence of brands already in SL ,offers advice for establishing a RL brand and gives evaluation of the marketing initiatives deployed by brands to date .Contribution to the research were 1085 avatars interviewed between 13- 18 march 2007. The study found in part surprising ,the brand recall of the companies in second life .Coming out on top is Adidas with 69% awareness from the study.No surprises here as the virtual Adidas store is an obvious interpretation of a first step into SL and is frequently referenced in the media .BMW bests Mercedes Benz which feel is slightly surprising and also of interest because the Mercedes island is much better consumer venue than BMW. The starwood hotels aloft concept scores weekly.I think this is due to the fact that the island was from the early days(2006) and therefore the newer residents missed the coverage. Shame because its great place. what surprised the most was PA consulting .They came bottom in this research which is odd because they push their venue hard with good events and initiatives such as their demo second island. RESEARCH METHODOLOGY

3.1 RESEARCH DESIGNResearch design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. It is the conceptual structure within which research would be conducted. The preparation of such a design facilities research to be as efficient as possible in yielding maximal information. Descriptive research method3.2 SOURCES OF DATA Primary Data Primary data are the actual information which is received by the researcher for study from the actual field of research. These data are attained by means of schedules. In some field primary data are collected through interview and observation method. The observation method for collecting primary data may be both participant such data researcher from the yield of research directly. In this study researcher used direct observation method of collect primary data Primary Data for the study is collected through direct personal interview, questionnaire etc. Secondary Data Secondary data are the information which is attained indirectly, such data obtained generally from published and unpublished material. the secondary data are gathered through two type of sources Secondary data is collected from company profile, official records, Journal, magazines and from websites

3.3 GEOGRAPHICAL AREA The geographical area is the most important one while go for the survey Methods. Samples were selected in and around of payyanur. 3.4 SAMPLING DESIGN Sampling may be defined as selection of some part of an aggregate or totality on the basis of which a judgment or interface about aggregate or totality is made ,in the words it is the process of obtaining information about an entire population by examining only a part of it Convenience sampling

Here the elements are selected for inclusion in the sample based on the ease of access. They are least reliable design but normally the cheapest and easiest to conduct. Researcher generally uses convenience samples to obtain large number of data quickly and economically. When the samples are selected from population on the basis of ease of access, it can call as convenience sampling. Judgement sampling When a person is knowledgeable about the population under study chooses sample members he feels would be most appropriate for particular study. Thus study is selected on the basis of his judgment.SAMPLING SIZEThe total sampling size is 100. And here took 80 samples from the customer of the company remaining 20 samples from the non customer.3.5 RESEARCH INSTRUMENTData were collected by using questionnaire as an instrument .The data collected through questionnaire have been used further analysis.

3.6 QUESTION DESIGN A standardized questionnaire was used to collect data on customer perception and to evaluate the performance of sulfex mattress among the customers the researcher have contributed this effort in framing the questionnaire. The purpose of study is explained clearly to the respondents. The questionnaire was made in a form to elicit.

3.7 INTERVIEW METHODInterview method is more effective in getting information about person believes, feelings, future plans, past and private behavior etc. Face to face, interviews provide more details about the required quantitative data. So interview method was used.

3.8 STATISTICAL ANALYSISThe researcher has applied certain statistical tools for study the framed objectives. For this research percentage analysis, cross tabulation, chi-square test and two way ANOVAs are used as statistical tools.

3.8.1 PERCENTAGE ANALYSIS

In this project percentage method test was used. The percentage method is used to know the accurate percentages of the data we took, it is easy to graph out through the formula No of respondent Percentage of respondent = Total no. of Respondents 100From the above formula, we can get percentages of the data given by the respondents.

3.8.2 CHI-SQUARE

The Chi-square is one of the most widely used non-parametric tests in statistical work. The Chi-square was first used by Karl Pearson in the year 1900.It is defined as Chi- square is applicable to a very large number of problems in practice. With the help of test we can find out whether two or more attributes are associated or not.

DATA ANALYSIS AND INTERPRETATION The data after collection has to be processed and analyzed in accordance with outline laid down for the purpose of developing the research plan. This is essential for the scientific study and for ensuring that we have all relevant data for making comparison and analysis. the term analysis refers to the computation of certain measure along with searching for patterns of relationship that exists among data groups. Thus in the process of analyzing ,relationship of differences supporting or conflicting with original or new hypothesis should be subjected to statistical test of significance ,to determine with what validity ,data can be said to indicate any conclusion.Analysis of data in a general way involve a number of closely related operation ,which are preferred with the purpose of summarizing the collected data and organizing these in such a manner that they answer the research question.Interpretation refers to the task of drawing interface from the collected facts after an analytical study. In fact, its an search for boarder meaning of research finding. Interpretation has two major aspects namely (1) the effort to establish continuity in research through linking the result of a given study with those of another and (2) the establishment of some explanatory concept.In one sense interpretation is concerned with relationship with the collected data, partially overlapping analysis. Interpretation also extends beyond the data at the study, to include the result of other research theory.Thus interpretation is the device through which the factor that seem to explain what has been observed by the researcher in the course of the study can be understood and it provides a theoretical conception which can serve as a guide for researchers.

4.1 PERCENTAGE ANALYSIS TABLE 4.1.1 AGE OF THE RESPONDENTSCATEGORYNUMBER OF RESPONDETSPERCENTAGE

18-2588%

25-352626%

35-454545%

45-601919%

ABOVE 6022%

TOTAL100100%

FIGURE 4.1.1. AGE OF RESPONDENTS INTERPRETATIONThe Table 4.1.1 indicate that the most of the respondents are in the age group of 35-45 following are in the age group between 25-35,45-60,18-25 and above 60.TABLE 4.1.2 THE GENDER OF THE RESPONDENTS GENDERNUMBER OF RESPONDETSPERCENTAGE

MALE3737%

FEMALE6363%

TOTAL100100%

FIGURE 4.1.2.GENDER OF A RESPONDENTS

INTERPRETATION The Table 4.1.2 Showed 37% respondents are belongs to male responder and 63% are belongs to female respondents. And total selected respondents are 100.

TABLE 4.1.3 OCCUPATION OF RESPONDENTSOCCUPATIONNUMBER OF RESPONDETSPERCENTAGE

STUDENT88%

GOVERNMENT EMPLOYEE2727%

PROFESSIONAL1313%

OTHERS5252%

TOTAL100100%

FIGURE 4.1.3.OCCUPATION LEVEL OF RESPONDENTS INTERPRETATIONFrom the above table shows that 4.1.3 the majority of occupation category is others 52% and 27% respondents are a government employee. And 8% respondents are student and 13% professional.

TABLE 4.1.4 AREA OF RESPONDENTSAREANUMBER OF RESPONDETSPERCENTAGE

RURAL8282%

URBAN1414%

CITY00%

TOWN44%

TOTAL100100%

FIGURE 4.1.4. AREA OF RESPONDENTS. INTERPRETATIONThe above table 4.1.4 shows 82% respondents are belongs to the rural area, 14% are belongs to the urban area, and 4% comes from the town area but no one belongs to the city.TABLE 4.1.5 CUSTOMER OF A SULFEX MATTRESSCUSTOMERNUMBER OF RESPONDETSPERCENTAGE

YES8080%

NO2020%

TOTAL100100%

FIGURE 4.1.5. RESPONDENTS PREFERENCE

INTERPRETATIONFrom the above table.4.1.5 it is clear that 80% respondents are preferred the sulfex products and 20% responder not preferred sulfex product.

TABLE 4.1.6 REASON FOR NOT PURCHASE

OPTIONNUMBEROF RESPONDETSPERCENTAGE

HIGH PRICE420%

POOR QUALITY210%

POOR BRAND IMAGE840%

CANT SAY630%

TOTAL20100%

FIGURE 4.1.6 REASON FOR NOT PURCHASE INTERPRETATION The table 4.1.6 shows 20% respondents perception about sulfex product is having high price and the 10% responder go with poor quality. And not only that 40% customer not purchase because of poor brand image. And 30% people not ready to answer.TABLE 4.1.7 AWARENESS ABOUT THE PRODUCTOPINIONNUMBER OF RESPONDETSPERCENTAGE

YES1785%

NO315%

TOTAL20100%

FIGURE4.1.7. AWARENESS ABOUT THE PRODUCT. INTERPRETATION From the above table 4.1.7 it is clear that 85% respondents have the awareness and 15% not having the awareness. TABLE4.1.8 PURCHASE MOTIVEPERCEPTIONNUMBER OF RESPONDETSPERCENTAGE

QUALITY4252.5%

PRICE3037.5%

BRAND IMAGE56.25%

CONVIENCE33.75%

TOTAL80100%

FIGURE4.1.8. PURCHASE MOTIVE INTERPRETATION The above table 4.1.8 shows 52.5% of customer prefers sulfex because of the quality, 37.5% of customer purchase because of the price. And the remaining 6.25% and 3.75% customer purchase because of brand image and convince respectively. TABLE 4.1.9 OPINION ABOUT SULFEX OPINIONNUMBER OF RESPONDETSPERCENTAGE

EXCELLENT810%

GOOD4455%

AVERAGE2430%

POOR45%

TOTAL80100%

FIGURE 4.1. 9. OPINIONS ABOUT SULFEX

INTERPRETATION The above table 4.1.9 that 55% respondents give the opinion of good, and 30% says that its average 10% go with excellent product and only 5% say that its poor.

TABLE 4.1.10 USAGE TYPE OF MATRESSPERCEPTIONNUMBER OF RESPONDETSPERCENTAGERANK

PRESIDENT1518.75%3

EXCELSIOR1620%2

TRANQUIL1316.25%4

FANTASY PLUS2430%1

HERITAGE1215%5

TOTAL80100%

FIGURE 4.1.10. RESPONDENTS USAGE TYPE OF MATTRESS

INTERPRETATIONFrom the above figure 4.1.10.shows the 30% customer prefers fantasy plus model, because it has good design and heritage model preference is very less 15%. And 18.75% go with president type, tranquil has 16.25% and excelsior model preference is 20%.TABLE 4.1.11 AWARNESS ABOUT THE PRODUCT PERCEPTIONNUMBER OF RESPONDETSPERCENTAGE

ADVERTISING5670%

RELATIVE AND FRIENDS810%

PEER GROUP45%

OTHER1215%

TOTAL80100%

FIGURE4.1.11. AWARNESS ABOUT THE PRODUCT

INTERPRETATION Figure shows 70% respondents says that from the advertising they get the awareness,10% get the awareness from their relative and friends .And only 5% go with peer group and 15% says that others. So its clear that the company must focus the communication to increase awareness in peer group and relative and friends.TABLE 4.12 THE QUALITY PERFORMANCE OF SULFEXPERCEPTIONNUMBER OF RESPONDETSPERCENTAGE

VERY GOOD33.75%

GOOD 1923.75%

AVERAGE2936.25%

SATISFACTORY2430%

NOT SATISFACTORY56.25%

TOTAL80100%

FIGURE 4.1.12 THE QUALITY PERFORMANCE OF SULFEX . INTERPRETATION Above table 4.1.12. Shows 36.5% rate the quality performance as average, 30% respondents go with satisfactory. And 23.75% respondents rates the quality as good but 6.25% go with not satisfactory.3.75% respondents says very good.TABLE 4.1.13 RESPONDENTS PURCHASING ATTITUDE AS PER THE SEASONPERCEPTIONNUMBER OF RESPONDETSPERCENTAGERANK

SUMMER1215%4

WINTER3645%1

RAINLY1417.5%3

SPRING1822.5%2

TOTAL80100%

FIGURE 4.1.13.RESPONDENTS PURCHASING ATTITUDE INTERPRETATION Figer 4.1.13. Shows 45% customer purchase at winter season, and 15% preferred in summer, 17.5% preferred in rainy season and 22.5% choose spring.

TABLE 4.1.14 OFFERS GIVEN BY DEALEROPINIONNUMBER OF RESPONDETSPERCENTAGE

YES7695%

NO00%

OCCASIONALLY45%

TOTAL80100%

FIGURE 4.1.14 OFFERS GIVEN BY THE DEALER

INTERPRETATION Here the figure 4.1.14 shows 95% says that they get the offer from the dealer. And 5% says that they get the offer but occasionally. Its means they get the offer in some festival season. And no one says that they didnt get any offer.TABLE 4.1.15 THE OFFER OF PRODUCTOFFERNUMBER OF RESPONDETSPERCENTAGE

FREE PILLOW5670%

BED SHEET1620%

OTHERS810%

TOTAL80100%

FIGURE 4.1.15 THE OFFER OF PRODUCT INTERPRETATION Figer 4.1.15 shows the 70% respondents get the offer as free pillow, and 20% says that they get the bed sheet and 10% go with others.TABLE 4.1.16 OPINION ABOUT PRICING SYSTEM OF A SULFEXOPINIONNUMBER OF RESPONDETSPERCENTAGE

VERY HIGH78.75%

HIGH1518.75%

AVERAGE4556.25%

LOW1316.25%

VERY LOW00%

TOTAL80100%

FIGURE 4.1.16 OPINION ABOUT PRICING SYSTEM OF A SULFEX

INTERPRETATIONFrom the figure 4.1.16 we can see that 56.25% of the respondents says that the pricing rate is average. And 8.75% go with high price, 18.75% go with high price and 16.25% says its low price. TABLE 4.1.17 .FLOW OF INFORMATION BETWEEN DEALERS AND CUSTOMER

OPINIONNUMBER OF RESPONDETSPERCENTAGE

VERY CLEAR4455%

CLEAR2415%

NOT CLEAR1025%

CANT SAY45%

TOTAL80100%

FIGURE 4.1.17FLOW OF INFORMATION BETWEEN DEALERS AND CUSTOMER

INTERPRETATIONFigure 4.1.17 shows 55% respondents said that they get information in very clearly. And 15% clear, 25% go with not clear option and 4% not ready to answer.TABLE 4.1.18 THE RESPONSE OF A DEALEROPINIONNUMBER OF RESPONDETSPERCENTAGE

EXCELLENT810%

GOOD2126.25%

FAIR4556.25%

AVERAGE67.5%

POOR00%

TOTAL80100%

FIGURE 4.1.18.RESPONSE OF DEALERS INTERPRETATION Figure shows 56.25% respondents says the dealer response was fair and 26.25% good. And 10% respondents go with excellent and 7.5% says its average but no one go with poor option.TABLE 4.1.19 DELIVERY PERFORMANCE OF A DEALERPERFORMANCENUMBER OF RESPONDETSPERCENTAGE

EXCELLENT810%

GOOD2025%

FAIR4860%

AVERAGE45%

POOR00%

TOTAL80100%

FIGURE 4.1.19.DELIVERY PERFORMANCE OF A DEALER INTERPRETATION The above figure 4.1.19 shows 10% of the respondents says the performance of the dealer was excellent and 25% go with good option. And 60% respondents says its fair, 4% says its average.TABLE 4.1.20 RATE THE EXPERIENCE WITH SULFEXEXPERIENCENUMBER OF RESPONDETSPERCENTAGE

VERY GOOD1518.75%

GOOD5872.5%

BAD78.75%

VERY BAD00%

TOTAL80100%

FIGURE 4.1.20 RESPONDENTS EXPERIENCE WITH SULFEX

INTERPRETATIONFigure shows 72.5% respondents rate the experience as good and18.75% says they had very good experience. And 8.75% go with bad experience. TABLE4.1.21 RATE THE SUPPLIERS PERFORMANCEPERFORMANCENUMBER OF RESPONDETSPERCENTAGE

EXCELLENT1215%

GOOD1822.5%

FAIR4455%

AVERAGE67.5%

POOR00%

TOTAL8010%

FIGURE 4.1.21 THE SUPPLIERS PERFORMANCE

INTERPRETATIONTable shows the 55% of the responder rate supplier performance as fair and 22.5% rate good. And almost 15% says its excellent.7.5% go with average. And no one says it PoorTABLE 4.1.22 NEXT TIME WILL YOU PURCHASEOPINIONNUMBER OF RESPONDETSPERCENTAGE

YES5670%

NO2430%

TOTAL80100%

FIGURE 4.1.22 .PURCHASING OPINION INTERPRETATION Figure shows 70% respondents says they will again purchase sulfex products and 30% says they will not purchase.

TABLE 4.1.23 IMPROVEMENT SUGGECTION OF RESPONDENTSOPINIONNUMBER OF RESPONDETSPERCENTAGERANK

quality1316.25%3

Packaging style2430%2

design78.75%4

colors3645%1

total80100%

FIGURE 4.1.23. IMPROVEMENT SUGGECTION OF RESPONDENTS INTERPRETATION The above table shows 16.25% suggest the improvement the company should consider quality, 30% says they need to focus on the packaging style. And 8.75% says they should be focus on their design. And 45% suggest they must focus on the color of the product.

TABLE 4.1.24 RATE THE AFFORDABILITYAFFORDABILITYNUMBER OF RESPONDETSWeight averagePERCENTAGERank

HIGH2424 x 4 = 9630%2

AVERAGE3636 x 3 = 10845%1

LOW20 20 x 2 = 4025%3

VERY LOW00 x 1 = 00%4

TOTAL80100%

FIGURE 4.1.24. AFFORDABLITY RATE

INTERPRETATION Above figure shows 30% says the affordability of the product is high and 45% says its the average. And 25% go with low and no one says very low.

CHI SQUARE 1 Awareness level

occupationAdvertisementRelative and friendsPeer groupotherstotal

student44008

Government employee1242927

professional523313

others4900352

total7010515100

4. 21 OCCUPATION AND AWARENESSHypothesis Ho=There is no Significant relationship between occupation and awareness.H1= There is a Significant relationship between occupation and awareness.Oi= Observed frequencyEi= Expected frequencyChi-Square(x2) = (Oi-Ei) ------------------------- EiLevel of significanceFor 5% degrees of freedom = (R-1) (C-1). = (4-1) (4-1) = (3) (3) =9. = 16.919.Table 4.21 Showing the Expected Frequency.

OiEiOi-Ei(Oi-Ei) (Oi-Ei)/ Ei

45.6-1.62.560.4571

40.83.210.2412.8

00.4-0.40.160.4

01.2-1.21.440.24

1218.9-6.947.612.519

42.71.31.690.625

21.350.65.42250.3129

94.054.9524.50256.05

59.1-4.116.811.8472

21.30.70.490.376

30.652.355.52258.4961

31.951.051.10250.5653

4936.412.6158.764.3615

05.2-5.227.045.2

02.6-2.66.762.6

37.8-4.823.042.953

1oo49.803

Calculated chi square valuedegree of freedomlevel of significant 5%

49.803916.919

Inference: Since the computed value higher than the table value, so we reject null hypothesis (H0). Therefore there is a significant relationship between occupation and awareness.

CHI SQUARE 2

4. 22 GENDER AND QUALITY PERFORMANCE

Quality performance

GenderVery goodgoodaveragesatisfactoryNot satisfactoryTotal

Male

17189237

Female

3171821463

Total42436306100

Hypothesis

Ho=There is no Significant relationship between gender and quality performanceH1= There is a Significant relationship between gender and gender and quality performanceOi= Observed frequencyEi= Expected frequencyChi-Square(x2) = (Oi-Ei) ------------------------- EiLevel of significanceFor 5% degrees of freedom = (R-1) (C-1). = (5-1) (2-1) = (4) (1) =4 = 9.483.

Table 4.22 Showing the Expected Frequency.

OiEiOi-Ei(Oi-Ei) (Oi-Ei)/ Ei

11.48-0.480.2304.1556

78.88-1.883.5344.3980

1813.324.6821.9021.6442

911.10-2.14.41.3972

22.22-0.220.0484.0218

32.520.480.2304.0914

1715.121.883.5344.2337

1822.68-4.6821.902.9656

2118.902.14.41.234

43.780.220.0484.0128

1004.1543

Calculated chi square valuedegree of freedomlevel of significant 5%

4.154339.483.

InferenceSince the computed value lesser than the table value, so we accept null hypothesis (H0). Therefore there is no significant relationship between gender and quality performance.

Table 4.23 SHOWING TWO WAY ANOVA FOR AREA AND RECEIVE OF COMMUNICATION.

Communication receive

AreaVery clearclearnot clearCannot sayTotal

Rural451221482

Urban833014

City00000

Town20114

total5515255100

Hypothesis Ho=There is no Significant relationship between area and communication receive. H1= There is a Significant relationship between area and communication receive.Correction Factors = T (2) ---------------- N = (100)2 /16 = 625

Total Sum of Square (TSS) = 2714 625 = 2089.Column Sum of Square (CSS) = 55 /4+ 15/4+ 25/4+ 5/4-cf= 975-625=350.Raw Sum of Square (RSS) = 82/4+14/4+0/4+4/4-cf =1681+49+0+4-625 = 1734- 625 = 1109. Error Sum of Square (ESS) = TSS (CSS+RSS) = 2089 [350+1109] = 2089-1459=630.Table 4.24 Two Way ANNOVA Table.SourceSum of SquareDegrees of FreedomMean Sum of SquareF value

TSS2089(16-) = 15139.26

CSS350(4-1) = 3116.661.667

RSS1109(4-1) = 3369.65.28

ESS63015-(3+3) = 970

LEVEL OF SIGNIFICANCE 5%Column: (3-9): 8.81Raw: (3-9): 8.81INFERENCE:(1) Column: (3-9): 8.81.Since the computed value is less than the table value, so we accept our null hypothesis (H0). Therefore there is no significant relationship between area and communication receive(2) Raw: (3-9): 8.81.Since the computed value is less than the table value, so we accept our null hypothesis (H0). Therefore there is no significant relationship between area and communication receives.

5.1 FINDINGS From the study it is found that 45% of the respondents in the middle age group. The 63% respondents are female. The 82% of the respondents are from rural area. The factors affecting purchasing decision of the customers are the quality (52.5%) of the product by the company. The 55% customers say the sulfex mattress is a good product. The 30% of the customer use fantasy plus type mattress. Majority (70%) of the customers getting aware about sulfex mattress from advertisement as well as through other media (15%). The 36.25% of the customer agreed that the quality provided by the company is average. Usually 45% the customer purchases the product in the winter season The 95% of the customer says the dealer provided the offer in every purchase. The 70% of the offer is the free pillow. The most 56.25% of the customer agree that the pricing system of a sulfex is average. From the study it is clear that 55% respondents say they have good distribution network. The study discloses that the customers satisfaction mainly related to quality of sulfex mattress. The supplier provided fair response (22.5%) depending up on the customer complaints. The60% of the customer says the delivery performance of a sulfex is fair. The 72.5% of the customer have good experience with sulfex Mattress Company. 5.2 SUGGESTIONS

Company need to come up with new attractive schemes to capture the more customer and not only that the company must focus to retain the existing customer. Company must focus on their colour of a mattress product. Tough competition reduces their brand image and so company must improve their brand image. Company has to improve their promotion method in the remote area. Company must satisfy the customers by providing attractive schemes and it will help the company to get strong position in the market. Company distribution method is good but they have to improve as excellent and to get more preference than the competitors.

CONCLUSION

Sulfex have made considerable achievements in the area of mattress and related products. The company has operational experience of above ten years. Dedicated work and vision of MTP Muhammad Kunhi has enabled the company to reach its position today. Companys quality and loyalty is worth considering. Through their efforts and quality, company has able to establish a good reputation. The market and goodwill it enjoys appreciable indeed. The major achievement of the company is definitely in the area of technology; in fact compact production which is not only unbeatable to domestic player but also for global companies. The company is intact very keen on up gradation and implementation of latest technology wherever possible. Successful company is one which certain up and down in the market and able to win the battle. In fact Sulfex has been in existence for the last ten years and it is all set to step into next millennium with glorious memory to sell.

QUESTIONNAIRE ABOUT CUSTOMER PERCEPTIONPERSONAL DETAILS

1. Name: .. (optional)

1. Age : 18-25 25-35 35-45

45-60 Above 60

1. Gender: male female

1. Occupation : student government employee Professional others 1. Area of live : Rural Urban City town1. Are you a customer of sulfex mattress?

Yes No If no, why dont you purchase sulfex mattress products? High price poor quality

Poor brand image cant say

Whether dont you get any awareness about sulfex mattress product? Yes No

7. If yes, which thing you force to buy the sulfex matters product? Quality Price Brand image Convinces 8. What is your opinion about the sulfex mattress product? Excellent good Average poor 9. What type of sulfex mattress is using? President Excelsior Tranquil Fantasy plus Heritage 10. How did you come to know about sulfex mattress? Advertising Relative and Friends Peer group other 11. How will you rate the quality performance of sulfex mattress? Very Good Good Average Satisfactory Not satisfactory 12. In which season did you purchase sulfex mattress? Summer winter Rainy spring 13. Did you get any offer from the dealers? Yes No Occasionally 14. If yes, what was that offer? Free pillow Bed sheet Others 15. Please rate the pricing system of a sulfex mattress? Very high High Average Low very low 16. Whether communication and instructions received from the staff was clear? Very clear clear Not clear cant say 17. When you have contacted the dealers how rapid and efficient was the response? Excellent Good Fair Average Poor

18. How do you rate the delivery performance of sulfex mattress? Excellent Good Fair Average Poor 19. How would you rate your overall experience with sulfex mattress? Very good Good Average Bad Very bad 20. The overall rate of a supplier's performance? Excellent Good Fair Average Poor 21. Next time when you purchase mattress will you go for sulfex mattress? Yes No 22. What improvement do you suggest? Quality Packaging style Design Colors 23. Please rate the affordability of sulfex products? High Average Low Very low

Thank You

BIBLIOGRAPHY

Marketing Management by Philip Kotler Memorandum and Articles of Association www.sulfexmattress.com www.indiainfoline.com