IMRAN FINAL TITLE PAGEwc

A
PROJECT REPORT
On
“Study the awareness and purchasing behavior of customers

for
Kajaria ceramics Ltd. among the Kolkata customers”
: SUBMITTED TO:
UNIVERSITY OF PUNE
IN PARTIAL FULFILMENT OF THE REQUAREMENT
FOR THE DEGREE OF
“MASTER OF BUSINESS ADMINISTRATION”
: SUBMITTED BY:
MD IMRAN ALI
MBA (MARKETING)
(2009 – 2011)
ALARD INSTITUTE OF MANAGEMENT SCIENCES

Affiliated to university of Pune
i
ACKNOWLEDGEMENT
It gives me an immense pleasure while submitting this dissertation for partial

fulfillment of award of Master in Business Administration.
I take this opportunity to extend my heartfelt gratitude to Mr. Mukesh Awasthi

Regional manager (project) for giving me an opportunity to work in the esteemed
organization.
I also extend my sincere thanks to Mr. Jayanto, Mr. Om pandey and Mr. Tapan who
have guided me in collection of details through the duration of the project with
patience and helped wherever I faltered. I also express my sincere thanks to all the
staff members of Kajaria Ceramic Ltd. who helped me in my endeavor.
I would like to thank to Dr. Mr. J.K Sirur, Director, Alard Institute of Management
Sciences for giving an opportunity to go beyond classroom and learn the corporate
aspect.
I thank Prof. Rishikesh Kumar, internal project guide, for his guidance from time to
time and sharing knowledge and experience toward the successful completion of my
project.
MD IMRAN ALI
MBA
(MARKETING)
ALARD INSTITUTE OF MANAGEMENT SCIENCES
PUNE
ii
DECLARATION
With due respect I MD IMRAN ALI hereby declare that I have successfully
completed my summer project period of 60days with effect from 15 th of May 2010 to
15th July 2010 at Kajaria ceramic ltd.
I also assure that the project is prepared, as a part of partial fulfillment for requirement
for the award of Master in Business Administration (MBA) by University of Pune and
the same has not been produced before any other university or any Institution.
Date: MD IMRAN ALI

Place:
iii
EXECUTIVE SUMMERY
Kajaria ceramic ltd. was incorporated on 20th December 1985 at Kanpur. It

manufactures glazed and unglazed wall & floor tiles. The company obtained the
certificate of commencement of business on 20th January 1986. It was promoted by
Shri Ashok Kumar Kajaria, his associate and Kajaria Exports Ltd.
Kajaria Ceramics Limited is the largest manufacturer and exporter of ceramic wall
and floor tiles in India. Kajaria is the first tile company to win the Super brand Status.
The title of the project is: “Study the awareness and purchasing behavior of
customers for Kajaria ceramic ltd. Among the Kolkata customers”.
The purpose of conduction of this project is to know about brand awareness of

kajaria ceramic ltd among developers of Kolkata and there purchasing behavior.
The area of operation is limited to Rajar hat and salt lake area of Kolkata. The main
tool used to carry out this project is structured questionnaire which is the part of the
opinion survey method.
The main objective to conduct this research is:
 To know brand awareness and factors that affects the customer buying
behaviour.
Along with this main objective, other secondary objectives are also get
fulfilled. These objectives are:
 To determine the level of satisfaction of existing customers.
 To identify the factors related with the switching off customers from
company’s brand to other brand.
Findings of the project are:
 During the project I found that there was huge brand image of kajaria ceramic tiles
among the customers.
 The customers of kajaria ceramic tiles were loyal. Most of them were hard core loyal.
iv
 Customers were using kajaria ceramic tiles in there project instead of high price
because of its quality.
 Kajaria ceramic tiles have very strong dealers network.
 Customers of kajaria ceramic tiles were not satisfied with the credit facility and
price off.
The following are some of the important recommendations made:
 Kajaria ceramic tiles prices are comparatively high than its competitors so people
sometimes switch to other competitors due to budget problem so they should have to
adjust their prices which are relatively equal to their competitors.
 As they claim that they offer vast range of colours and designs but in their display
centres all the range of colours and designs are not available so they have to display
all the possible range of colours and designs.
 Kajaria ceramic ltd should adopt flexible credit facility.
 Kajaria ceramic ltd should take into consideration about accuracy in size and shade.
v
TABLE OF CONTENTS
SRN
O TOPICS PG NO
1 INTRODUCTION 1-9
1.1 About ceramic industry 2-4
1.2 Company profile 5-7
1.3 Definition and objective of the project 8
1.4 Scope of the project 9
2 REVIEW OF LITERATURE 10-23

2.1 Organization buyer behavior 11-22
2.2 Brand awareness 23
3 RESEARCH METHODOLOGY 24-29

4 DATA ANALYSIS AND INTERPRETATION 30-42

5 FINDINGS 43-44

6 LIMITATION OF THE PROJECT 45-46

7 RECOMMENDATION 47-48

8 CONCLUSION 49-50

9 ANNEXURE 51-55
9.1 Questionnaire 52-55

10 BIBLIOGRAPHY 56-57
vi
List of Tables
Table Title Page

No. No.
3.1 Research methodology for project 29
4.1 Brand awareness among the customers 31
4.2 Preference of customers to tiles brand 32
4.3 1) Reasons for using Kajaria ceramic tiles in the project 33
4.4 2) Reasons for not using kajaria ceramic tiles in the project 34
4.5 Rating by customers for attributes of kajaria ceramic tiles 35
4.6 Sources from where customers purchase kajaria ceramic tiles 36
4.7 Customers satisfaction with sales representative of company 37
4.8 Customers satisfaction with the dealers of company 38
4.9 Reasons to not deal with the company representative 39
4.10 Factors that influence buying decisions of customers 40
4.11 Satisfaction of customers with the display centre of kajaria 41

ceramic tiles
4.12 Customers expectation from kajaria ceramic tiles 42
vii
List of graph
Graph Title Page

No. No.
4.1 Brand awareness among the customers 31
4.2 Preference of customers to tiles brand 32
4.3 3) Reasons for using Kajaria ceramic tiles in the project 33
4.4 Reasons for not using kajaria ceramic tiles in the project 34
4.5 Rating by customers for attributes of kajaria ceramic tiles 35
4.6 Sources from where customers purchase kajaria ceramic tiles 36
4.7 Customers satisfaction with sales representative of company 37
4.8 Customers satisfaction with the dealers of company 38
4.9 Reasons to not deal with the company representative 39
4.10 Factors that influence buying decisions of customers 40
4.11 Satisfaction of customers with the display centre of kajaria 41
ceramic tiles
4.12 Customers expectation from kajaria ceramic tiles 42
viii

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A

“Study the awareness and purchasing behavior of customers

ALARD INSTITUTE OF MANAGEMENT SCIENCES

It gives me an immense pleasure while submitting this dissertation for partial

I take this opportunity to extend my heartfelt gratitude to Mr. Mukesh Awasthi

ALARD INSTITUTE OF MANAGEMENT SCIENCES

Date: MD IMRAN ALI

Kajaria ceramic ltd. was incorporated on 20th December 1985 at Kanpur. It

The purpose of conduction of this project is to know about brand awareness of

The main objective to conduct this research is:

Findings of the project are:

among the customers.

because of its quality.

 Kajaria ceramic tiles have very strong dealers network.

The following are some of the important recommendations made:

 Kajaria ceramic ltd should adopt flexible credit facility.

2 REVIEW OF LITERATURE 10-23

3 RESEARCH METHODOLOGY 24-29

Table Title Page

4.1 Brand awareness among the customers 31

4.2 Preference of customers to tiles brand 32

4.3 1) Reasons for using Kajaria ceramic tiles in the project 33

4.5 Rating by customers for attributes of kajaria ceramic tiles 35

4.6 Sources from where customers purchase kajaria ceramic tiles 36

4.7 Customers satisfaction with sales representative of company 37

4.8 Customers satisfaction with the dealers of company 38

4.9 Reasons to not deal with the company representative 39

4.10 Factors that influence buying decisions of customers 40

4.11 Satisfaction of customers with the display centre of kajaria 41

Graph Title Page

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