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A PROJECT REPORT ON OFFICE FURNITURE

Project report submitted in partial fulfillment of the requirement of the two year Full time M.B.A.

Under the guidance of: by: Syed Ahmed Wajih MOHAMMAD ARIF RIZVI Faculty of Business Management (FINANCE)2NDSEM INTEGRAL UNIVERSITY, LUCKNOW no.0900122070

Submitted

M.B.A. Roll

INTEGRAL UNIVERSITY
MOHAMMAD ARIF RIZVI

KURSI ROAD, LUCKNOW (U.P.)

Roll no. 0900122070www.integraluniversity.ac.in

Faculty of business management Integral University Dasauli, Kursi Road, Lucknow 226026 Phone: 0522-290730, 2890812, 3096117 WEBSITE: www.integraluniversity.ac.in

GUIDE CERTIFICATE

This is certify that Mr. MOHAMMAD ARIF RIZVI a student of M.B.A. FIRST YEAR (IIndSemester) has completed his project report on the topic OFFICE FURNITURE Under my supervision and guidance. The behavior of the student during the project period was found to be highly appreciable and satisfactory. I wish him all the best for his future.

SYED AHMED WAJIH FACULTY OF BUSINESS MANAGEMENT INTEGRAL UNIVERSITY, LUCKNOW

MOHAMMAD ARIF RIZVI Roll no. 0900122070

ACKNOWLEDGEMENT

First and foremost, I Thank the Almighty God for Sustaining the Enthusiasm with Which plunged into this Endeavor. I avail this Opportunity to Express My Profound Sense of Sincere and Deep Gratitude to many People who are Responsible for the Knowledge and Experience I have Gain during the Project Work. I have great pleasure in expressing my deep sense of gratitude to guide Syed Ahmed Wajih for his valuable and prompt guidance without which this project would not have been a successful one. My hearty and inevitable thanks to all the respondents who is helped me to bring out the Project in a successful manner. Last but not the least I extend my gratitude towards my parents, faculties and friends who extended their whole hearted support towards the successful completion of this Project Work.

MOHAMMAD ARIF RIZVI

MOHAMMAD ARIF RIZVI Roll no. 0900122070

Contents Title: OFFICE FURNITURE Guide certificate Acknowledgement Executive summery Objective of study Need and scope of study Chapter 1 1.1 Introduction 1.2 Company profile Chapter 2 2.1 Research methodology 2.2 limitations of study Chapter 3 3.1 Analysis and Interpretation 3.2 Formulation of hypothesis Chapter 4 4.1 Findings 4.2 Suggestion 4.3 Conclusion Bibliography
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Executive Summary

The titled office furniture. The main objective of the study, to know the competition level and the competitive advantage of office furniture companies. Office furniture product provider companies in India are growing and expanding .In India, office furniture companies are more unorganized than organized sector. The other objective of this report is to know the needs and wants, buying behavior of the customers and to know the consumer is satisfied with current office decor or not, and to know the share of office furniture in furniture segment. the market share of spending on furniture is increasing. data used in this project is secondary data, which are collected from various reliable resources, which improve reliability of the project. There is huge potential of growth in the organized office furniture sector; there is consistent growth in office furniture sector, also in imported furniture. Companies like, Godrej interio ,durioan,zuari, featherlite,style spa etc are providing innovative and ergonomically design office furniture.

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OBJECTS OF STUDY
To know the competition level and the competitive advantage of office furniture companies with the otherOffice furniture product provider companies in India, and how the office furniture companies are expanding. This study is based on the selected areas market share. For knowing the competition level and the advantage the objective is divided in to different segments. These are as follows. The primary objective of the study was, to analyze the position of office furniture against overall retail market. The secondary objectives of the study was,

To know the share of organized and unorganized furniture sector. To know the global furniture market. To know furniture industry composition. To know raw material usage. To know purchasing pattern. To find that people satisfied with current office dcor. To know furniture imports into India. To make suggestion, if any to improve existing condition.

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NEED AND SCOPE OF STUDY


Today, for any organization or firm to survive in this competitive world depends on its ability to be dynamic and be different from the competition to be unique in the industry.Customer Satisfaction helps every organization to keep the existing customer and to build new customer.This research is aimed at profiling the standard customer with an aim to increase the network and improve company-customer relations. The information gathered through this research can be used by the company to improve its services and became more customers friendly. This can increase the goodwill of the company and its overall performance. Thus this study is aimed to provide the management with some knowledge about its status in market both in terms of sales and customer awareness. The research also aims to provide some ideas to improve the companys present condition

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CHAPTER I
INTRODUCTION
It Is a Thing of massive gratification for me to present This Project Report on the topic office furniture "office furniture Product is on the rise and recent technological innovations have dramatically enhanced the capabilities of the same. Leveraging the power of these new capabilities, various business sectors are working together to offer a wide range of product. Each sector is looking for the next "killer product," yet we are still learning about people's information and Daily needs. This project attempts to identify and define areas related to office furnitures new product purchase/sale . It also attempts to develop at least first approach to these areas, to think through policies, principles, and practices to accomplish the new tasks and to satisfy the customers. By this practical training I am able to equip the manager with the understanding, the thinking, the knowledge, and the skills for todays and also for tomorrows market exigency. Initially I was just having the bookish knowledge about all policies, practices and functions, but after going in the project, I got most of the practical knowledge. I have come to know, what actually happens in the organizations.Though it is not possible to have the information of all the spheres in market, in such a very short period, but I tried to get more and more about all functions and practices applied in practical working, I have particularly stresses on. This project report has been painstakingly and thoroughly prepared to cover extensively various facets both micro as well as macro. Its coverage is broad and up to date and it is balanced in terms of concept and application. Since customers are the most important asset of any organization,there is increased emphasis on the need for understanding people in

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a manner to satisfy them through quality of services. The language of the presentation is highly communicative so that it becomes interesting and comprehensible

Office furniture should let workers do their jobs in comfort. You feel like you are at home when you are in the office, and you don't feel tired of work. Certainly it looks professional. Care should be taken so that the office furniture provide healthy working environment for the employees. Office furniture is a category that includes view desks, computer work centers, leather desk chairs, roll top, corner desks, computer desks, conference room furniture, filing and storage cabinets, lobby/reception furniture, magazine racks, office chairs, office partitions, office tables and others. The costs of the furniture vary depending on the quality of the product. The furniture without any basic provisions will cost much less than sophisticated equipment that holds all the provisions. Depending on the cost, the customer can purchase a wide range of products. The furniture varies in quality, durability, flexibility, and usage. Handling is more important when we consider the lifespan of furniture. If the furniture is bought from branded shops and retailers you will likely get a warranty. The office furniture should incorporate comfort and functionality. The factors that help you decide the good furniture are quality, material, flexibility, durability, cost and multi-utility. In fact, the furniture should satisfy all the requirements of the customer. To provide cutting-edge products there is a constant search for embedding high technology into normal lives. Hence the furniture industry has been investing a lot in recent years to provide solutions to the demanding market, in order to provide all the requirements to suit the new environment Modern office furniture is sleek, clean and simple; it does not resemble the old traditional office furniture. Because of its simplicity it makes your office space feels sleek instead of cluttered. Nowadays people feel low about heavy dark traditional furniture. As a result of today's modern way of thinking people prefer their furniture to be sleek, clean and presentable. In earlier times weight of the furniture and its dull appearance was associated with success mantras. Modern furniture can be described as furniture that is lightweight and is made up of lot of steel and glass or wood. You can find modern furniture available in new materials, fabrics, new fabric designs, shapes and sizes. With the days going by rates of modern office furniture
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are getting more and more economical, especially when purchased in a large amount. Unlike contemporary furniture, by means of modern styles you wish to maintain a particular look. It is very important for a business to project itself with a right image in front of their clients, customers and prospective employees. For this it is important that you do something creative with your office dcor. Professionalism and competence of the office increases confidence of your office employees. This can only be achieved by cheap, trendy, stylish and sleek modular office furniture. Modern furniture is available in vast designs and shapes and so, it is suggested that when you are looking to refurbish an office, you must select modern office furniture. Functionality and flexibility is incomparable with other types of furniture. Even comfort and safety features are much enhanced in comparison to the other types of furniture available. You must properly make a list of required furniture and then sensibly start researching, comparing and searching for a proper supply store. Purchasing furniture in bulk is very economical as compared to purchasing a single item or two. You can search online for the best deals on modern office furniture and then get quotes for the quantity of furniture required. Because of the growing competition between manufactures, you can easily obtain great discounts on furniture items. Some common items of modern office furniture are office chairs, executive chair, office desks, conference table, executive table, manager's tables, reception table, cabinets and executive collections. It's better to purchase furniture according to your taste and the nature of work. You can select required furniture and do some mix and match, so that room looks lively and you enjoy your work there. There are couples of important things that you must keep in mind before purchasing the required office furniture. You have to spend half of your life working in an office. So the furniture should be comfortable, durable and should offer both physical and psychological support. Furniture should be a representative of your nature of work. Clients and visitors get the idea of success and type of business your company deals with. Modern office furniture and entire decor of the office looks very attractive. The office impresses visitors, presents the images of success and gives your clients a sense of confidence in your abilities

Furniture Snapshot

Industry

in

India

Indias economy is predicted to be growing over 8% in 2010 Indias furniture industry to grow in the coming years Two important reasons for this are: First Indias large size and, Secondly Indian tastes are more refined and are looking for more western furniture style.

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As of 2009, the Indian furniture market is estimated to be worth US$ 7922 million. About 11 percent (US$152) of this is imported. And imports are growing 50-60 percent every year India was the largest furniture importer in the world in 2005-06, with a 17% share in the furniture imports worldwide

Industry is worth USD 7.3 billion (2007-08), growth rate of 10 percent. Fragmented in nature with many small players. Organized sector accounts only for 15 percent; growth rate 17 to 20 percent. Unorganized sector growing at 5 to 6 percent only Industry Segmentation Household segment -major share: middle class population of India. Office segmentwitnessing growth of 20%. Thrust areas : real estate & office construction, expected to sustain in near future Contract segmentprimarily caters to hotels. Growth linked with development of new hotels.

list of companies: Renissiance Millenium Lifestyle Godrej interio Kian Tangent Furniture Concepts Furniturewalla Zuari Truzo Calcutta Furniture PSL Modulars

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V3 Engineers Style spa Durian Nextgen Marrifair Haywarth Wipro N R jessani

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Furniture and Ergonomics


Introduction
Ergonomics is a scientific discipline, which is concerned with improving the productivity, health, safety and comfort of people, as well as promoting effective interaction among people, technology and the environment in which both must operate. Purpose Ergonomic furniture should be designed to facilitate task performance, minimize fatigue and injury by fitting equipment to the body size, strength and range of motion of the user. Office furnishings, which are generally available, have adjustable components that enable the user to modify the workstation to accommodate different physical dimensions and the requirements of the job. Ergonomically designed furniture can reduce pain and injury, increase productivity, improve morale, and decrease complaints. The purchase of equipment should be task specific to eliminate: (a) static or awkward posture, (b) repetitive motion, (c) poor access or inadequate clearance and excessive reach, (d) display that are difficult to read and understand, and (e) controls that are confusing to operate or require too much force. Therefore, furniture that is selected should be suitable for the types of tasks performed and be adaptable to multipurpose use. Office workstations must be designed carefully to meet the need of the staff and to accomplish the goals of the facility. Design objectives should support humans to achieve the operational objectives for which they are responsible. There are three goals to consider in human-centered design. Enhance human abilities Overcome human limitations Foster user acceptance To achieve these objectives, there are several key elements of ergonomics in the office to consider. Equipment - video display terminals
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Software design - system design and screen design for greater usability Workstation design - chairs, work surfaces and accessories Environment - space planning, use of colors, lighting, acoustics, air quality and thermal factors Training - preparing workers to deal with technology Standards in work station design Standards are the end result of time study or work measurement. This technique establishes a time standard allowed to perform a given task, based on measurements of the work content ( that is time taken to manufacture the product or to perform the operation if the design or specification of product or service provided were perfect) of the prescribed method, with due consideration for fatigue and for personal and unavoidable delays. Time study analysts use several techniques to establish a standard: a stopwatch time study, computerized data collection, standard data, predetermined time systems, work sampling, and estimates based on historical data. The resulting standards are used to implement a wage payment scheme. In many companies, particularly in smaller enterprises, the wage payment activity is performed by the same group responsible for the methods and standards work. Production control, plant layout, purchasing, cost accounting and control, and process and product design are additional areas closely related to both the methods and standards functions. Correct work station height depends upon the user of a work station and upon the chair and other factors that interact with the user and table. The ideal is for the user to be able to sit at the work station with the keyboard in place and be able to easily maintain a 90- 100 degree elbow angle and straight wrists while keying. The height of an adjustable keyboard support should adjust between 23" and 28" to accommodate most-but not allusers. 26" is a recommended compromise position while leg clearance must still be considered. Leg room: Knee spaces should allow a worker to feel uncrowded and to allow some changes of position even with the keyboard support lowered to the correct level for use. The knee space should be at least 30" wide by 19"deep by 27" high to comply with the requirements of the Americans with Disabilities Act. For those using a footrest, clearance must be calculated with the legs in place on the footrest. Likewise, depth of the "clearance envelope" for both legs and toes should be evaluated while the workstation user is in a normal working position at the work station (determined by the design of the seating system
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and the way the user sits). Drawers and support legs (for furniture) should not go where human legs need to fit. The work station top should be big enough to allow space not only for all computer related necessary equipment, but also for paperwork, books, and other materials needed while working at the computer. Working with materials on chairs and at odd angles has the potential for neck and other body strain. Frequently used items should be kept close to avoid long reaches. A general recommendation is that the work area top should be at least as big as the standard office desk - 30 inches by 60 inches. A depth of at least 30 inches allows flexibility in use/reuse of the work area. Usable space may be maximized by good wire/cable management. Thickness of work surface: one inch Accessories Footrest: Situations will arise in which a user is perfectly adjusted for keyboard use and with the monitor at a correct angle, but his/her feet do not rest flat on the floor. A footrest may be used to correct this problem. Document Holder: Use a document holder instead of resting copy on the table top. This helps to eliminate strain and discomfort by keeping the copy close to the monitor and at the same height and distance from the users face as the screen. Wrist Rests: Wrists should only be used to support the wrist in pauses between typing if this is comfortable for the individual. Placing the wrists on a wrist rest while typing can create a bend in the wrists and pressure on the carpal tunnel. Wrist rests should have rounded, not sharp, edges and should provide a firm but soft cushion.

Modular or Open Plan Office Systems:

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Modular furnitures come in breakdown or knockdown format which means that the whole furniture system say a work station is broken down into several parts which can be broken down into several parts which can again be assembled as per the needs of the client, space allocation, design of office e.t.c. i.e. customers of modular furnitures can customize the product. Godrej & Boyce MFG Co. LTD was the pioneer in introducing the concept of Modular furniture in India in 1982 but it did not go ahead with it as the market demand for such modern age equipment was low. But in the past few years, with the growth of IT and Services industry in India, a massive boom in the demand for such modular furniture increased at tremendous pace because of the concept of teamwork, groups,

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huddles, meetings, which rose in specially from the IT, ITes sector. Also the skyrocketing real estate prices have forced organizations like banks, large corporate, to ponder on resource sharing. These concepts gave rise to the idea of workstations which would be allocated in bays where each team can be separately allocated but at the same time there can be optimal utilization of resources. The modular systems were a perfect solution to it where customization is the main advantage as it can optimize allocation of space. The workstations can have various types of arrangements, alignments, and nature of tiles, add on trays, pentagonal for keyboards, white boards, glass partition, e.t.c. The workshop is made of MDF Fibre or Prelaminated Particle Board Some Advantages of Modular Systems in Corporate offices: 1. Flexible and provides optimum allocation of space. 2. Sharing of Resources: Common panel, white board or worktop shared by two or more employees. 3. Highly improved wire management system: There are two level wire carriers which enable data and power separation. Facilities mounting of switches has got open fascia for easy maintenance and has got external wire manager for additional wire management. 4. Ease of assembly, move and relocate. 5. Need based customization.

Locations known for excellence in woodwork Although, furniture is manufactured in many different parts of the country, a few centres have become well known for their exquisite carving, inlaying, turning and lacquering. These are: Gujarat Besides carved chests and almirahs, Gujarat is synonymous with the wooden swing. The different varieties of swings are made using a range of wood from unvarnished hewn wood to rich lacquer. Sankheda village, in Gujarat, has a unique tradition of engraving indigenously developed silver, gold and bronze colours on wood. Surat, has a tradition of parquetry-work, which is locally called Sadeli.

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Kashmir In Kashmir, extensive wood-work has been used for structures since ancient times. Houses are lined with wood ceilings worked in geometrical patterns and windows in lattice work. The Kashmiri houseboat, made entirely of a specially seasoned wood that does not warp in water, is a visual delight.

Hoshiarpur (Punjab) Wood workers here specialise in inlaying ivory, now more or less replaced by plastic due to its low cost. Intricate designs have received royal patronage some generations ago. Wooden furniture, trays and mirror frames repeat certain basic motifs and ornamentation derived from nature. Saharanpur (Uttar Pradesh) This is the most flourishing commercial centre for woodcarving. Sheesham and Teak are used for the smallscale manufacturing of traditional, as well as modern products, such as, screens, cigarette boxes, tables, trivets, bookends, etc. Saharanpur now also concentrates on wood seasoning or the preparation of wood before it is crafted, by mellowing it and making it proof resistant against cracking and splitting. Kerala Woodcrafts in the state of Kerala, Gods Own Country, vary from household furniture to animal figures, which is a major economic and cultural activity. Carvings from Kerala represent its tradition and borrow strongly from spiritual values and thoughts. Other areas
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West Bengal has its own tradition of strong folk carving.Carved figures, furniture, cabinets, jewellery boxes, chests and lamp stands produced in Bihar, are noted for their elegant designs. Orissa excels in making beautiful dowry chests of painted wood, in addition to carved figures of Lord Jagannath and the temple at Puri. Andhra Pradesh is known for its colorful Kondapalli toys.

CHAPTER 2
MOHAMMAD ARIF RIZVI Roll no. 0900122070

GODREJ GROUP PROFILE

Started in 1897 as a locks manufacturing company, the Godrej Group is today one of the most accomplished and diversified business houses in India. Godrej's success has been driven by the company's commitment to delivering innovation and excellence. Through the consistent application of this commitment and a century of ethical business conduct, Godrej has earned an unparalleled reputation for trust and reliability. In 1930, Godrej became the first company in the world to develop the technology to manufacture soap with vegetable oils; that spirit of innovation has continued throughout the organization's history. Today Godrej is delivering consumers exciting innovations across a spectrum of businesses. The company's pursuit of excellence is equally well established and enduring. In the 1944 Mumbai docks blast, Godrej safes were the only security equipment whose contents were unharmed; an equal level of product quality continues to be expected from every product bearing the Godrej brand name. Godrej management understands that the company's greatest asset is the trust and faith that consumers have reposed in it, and recognizes that the company must continue to earn this trust. This translates to the organization delivering outstanding quality and value in everything it does. Godrej's ethical and visionary practices have allowed the company to successfully expand into a number of businesses. Today Godrej is a leading manufacturer of goods and provider of services in a multitude of categories: home appliances, consumer durables, consumer products, industrial products, and agri products to name a few. A recent estimate suggested that 350 million people across India use Godrej products. The group has more recently entered the real estate and information technology sectors, and management views these as avenues for enormous growth. The Godrej Group stands in a strong position today. With annual sales in excess of $1 billion, a workforce of approximately 18,000, and

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a strong diversified portfolio, Godrej has proven its ability to deliver strong financial performance.

The Godrej Group


The Godrej Group has interests in a wide range of businesses. Apart from GCPL, the major Companies In the Group include: Godrej & Boyce Manufacturing Co. Ltd. a leading manufacturer of office and home Equipment including appliances, furniture, locks, security equipment, storage solutions and Industrial equipment Godrej Industries Ltd. a leading manufacturer of oleo chemicals that are used in more than two dozen industries. The Company also has a presence in the foods business. Godrej Agro vet Ltd. the market leader in animal feeds and innovative agri products in India. The Company also has a presence in the branded poultry, rural retailing and oil palm sectors. Godrej International Ltd. engaged in international trading. Godrej Sara Lee Ltd. a joint venture with Sara Lee Corporation, USA and a leading Manufacturer of household insecticides. Geometric Ltd. a specialist in Product Lifecycle management software solutions for the Mechanical design, manufacture and industrial markets. Godrej Properties Ltd. - a leading developer of residential and commercial premises. Godrej Hershey Ltd. markets juices, fruit drinks, soya milk based drinks, edible oil and Packaged tea. In FY 2006, GBFL has acquired 100 percent stake in Nutrine Confectionery Company Pvt. Ltd. (Nutrine). In April 2007, the company entered into a
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joint venture with the Hershey Company, North Americas leading chocolate and confectionery manufacturer, to Manufacture and distribute confectionery, snacks and beverages across India. Being part of the Godrej Group allows Godrej Consumer Products to draw upon the rich heritage and Experience of the Group.
15 In line with GCPLs vision and long-term business objectives, all corporate

Decisions are independently taken by the Companys highly respected Board in conjunction with Competent management teams, keeping in view the best interest of all its stakeholders.

Godrej-the organization

Godrej is a brand that touches lifes of millions every day. The company celebrated its centenary in 1997. Getting started in 1897 by SIR Ardeshir Godrej, who initiated with Godrej locks. Later on it went into making Safes and Security equipments of extreme Quality. From there on Godrej got translated into a Multi-Business enterprise. It is now one of the largest privately held industrial corporations in India. The combined sales of Godrej Industries in F.Y 08 was over USD 850 million. The current employee strength stands at about 8500 employees. (Source-http:// www.godrej.com) Vision and Mission Vision Preferred provider of value-added Tooling solutions world-wide. Mission We tool our customers competitiveness .

VALUES
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Commitment to Quality. Customer Orientation... Dedication & Commitment. Discipline. Honesty & Integrity. Learning Organization. Openness & Transparency. Respect/Care & Concern for People. Teamwork. Trust.

Social responsibility:
Godrej has a philanthropic arm that has built schools, dispensaries and a residential complex for their employees. Trusts established by Godrej continue to invest in education, healthcare and upliftment of the underprivileged.

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Achievements:

In 1897, Godrej introduced the first lock with lever technology in India. In 1902, Godrej made the first Indian safe. In 1920, Godrej made soap using vegetable oil, which was a huge hit with the vegetarian community in India In 1955, Godrej produced India's first indigenous typewriter In 1989, Godrej became the first company to introduce PUF ( Polyurethane Foam) Introduced India's first and only 100% CFC, HCFC, HFC free refrigerators.

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Exports:
Godrej INTERIO, largest furniture manufacturer in India, is a flagship division of Godrej & Boyce Mfg Co Ltd. Located at Mumbai, we have been exporting furniture to SAARC Countries. Godrej INTERIO is a very popular Brand in Saudi & Middle East Countries. In order to meet local demand from the nearby markets, we have established 2 branches overseas, one in UAE & the other in Saudi Arabia and are striving for more in the near future. Currently, we are exporting in bulk to Australia, Caribbean, Canada, UK, France, Africa, UAE & Saudi markets. Catering to demands of:

Retail Office Furniture:


We have a large range of Office & Home Furniture to choose from. With our fast delivery and prompt service, we help our customers to realize adequate ROI in a short span of time.

Contract manufacturing:
We have an In-house Industrial / Engineering Design Cell for customization; State-of-the-art mass manufacturing facility for large volumes & customized product.

Projects:
We offer our dealers and clients dedicated software to help them plan and finalize their office space layout. Godrej Interio is a part of the Godrej conglomerate with a group turnover exceeding USD 2 Bn. Godrej Interio has 70,000 square metres of dedicated furniture manufacturing facilities with the latest equipment and technology to manufacture products conforming to BS / BIFMA standards. In the furniture manufacturing business for over 60 years Member of BIFMA/FIRA

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ISO 9001-2008 Certified ISO 14001 certified OHSAS 18001 Certified Green manufacturing facility

STORAGE:
Vertical filing cabinet Lateral filing cabinet Storwel cupboards Personal locker units Tambour door unit Steel & glass sliding door units Pedestal Sliming cupboard

Hierarchy:
Personal department comprises of four employees- one deputy and 3 seniors under him. Over all there are 19 plants make all different products like security systems, locks, doors, etc. Each of this plant is considered as a separate profit making center. Profits made by each of the plants are accounted for separately in its Annual report also. Management: Different levels of management are as follows: A - Base level of management

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In this level, new-entrants are trained about the various levels of the department. O - Operation P - Promotion of product T - Technical S E - Sales - This level consists of owners and M.D.

Each of this level consists of three sub-sections, through which each employee has to pass to reach a higher level. An employee, before moving into the next level, he has to be in each sub section for at least two years.

Work culture:

Creating and maintaining an energetic and innovative work culture is at the heart of their corporate strategy. They strive to create an organization wherein each employee is a stakeholder in building and defining the culture of the organization and has the opportunity and flexibility to define their canvas of roles and responsibilities.

SWOT ANALYSIS STRENGTHS :MOHAMMAD ARIF RIZVI Roll no. 0900122070

1. The Company has got wide range of branches within the country. 2. The Company has wide range of product line. 3. Godrej is having better Sales after services. 4. The Company has there respectable and believable brand name. 5. Company is having large number of customer with higher satisfaction.

6. The management is trained and efficient & the network of service


centers is good in all states.

WEAKNESS:
1. The Company does not go for advertising, which is one of the biggest disadvantage of Godrej. 2. Its emphasis more on the advertising of office automation & prima division. 3. The company is focusing many security products at a same time.

4. The effective selling schemes are not available like payment on installments.

Opportunities:
1. Godrej has more opportunities to grow as it has earned good name in security sector. 2. Technical up gradation time to time is also one of the opportunities.
3. Godrej can focus on big project like construction. Where there is a great demand of

security equipments

Threat:
1.

The growing competition in the security sector is threat for all manufacturing companies so it is also threat for Godrej to stand in the market with the higher position.

Recommendations:
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The Company should advertise its office furniture. Today Price based competition is skyrocketing so if it is possible that Company should cut down its office furniture price. Company should promote its office furniture product through canopy. Company should do mall activities once in a week because it is necessary to promote the high involvement office furniture product.

Expansion plan:
Riding on expansion plans Godrej Interio, a business unit of Godrej & Boyce Mfg Co, is eyeing Rs.2,000 crore turnover by 2012-13, a top company official said here Godrej Interio targets Rs.2,000 crore turnover by 2012-13.The company was keen to strengthen its presence in laboratory and healthcare furniture solutions too, To meet the burgeoning demand, the company was looking for a suitable location for setting up a production facility, preferably in south India to offload pressure from its Vikhroli (Mumbai) unit, Besides Vikhroli, the company now has a production unit in Guwahati and in Uttarakhand.

Godrej Interio launches Vurv new range of Desk based system furniture:

Godrej Interio, India's leading home & office furniture interior Solutions Company organized knowledge based networking platform called the Circle of Influence for architects and designers in Chennai. The objective of this platform was to share current trends and Godrej Interio's approach to designing products suited to the modern lifestyle of the Indian consumer. workforce. The range has been designed keeping in mind the Indian workfor At this platform, Godrej Interio launched their new range of Desk based system furniture called Vurv. The VURV Range of furniture is targeted at Indias young

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dynamic tech savvy ce which needs a tinge of personal privacy even in open plan offices. Flexibility is a key strength of the exuberant new VURV range. The furniture can be changed from a workstation to a meeting room table by the user in matter of minutes. The size of the workstation itself can be changed by the user by easy movement of screens. This gives flexibility to facility managers to accommodate changing number of users in same piece of furniture.

VURV has exuberance built in product design language and brings certain freshness to Indian furniture design. The furniture look is truly international and yet it is focused on the Indian way of office-Work. The VURV range therefore will find favour with both Indian and Multinational corporates and designers. We are confident of the business potential of this range and have already received many orders and we plan to corner 60 Cr business for Vurv in Premium segment of furniture market valued at 350 Cr and largely dominated by imported players.

Godrej Interio is planning to launch 45 new products . We want to push boundaries of Indian designs to take of world competition. Godrej is already exporting furniture to America, Middle East and Europe. The newer designs will help us compete successfully in global markets

Key features of the Vurv Range : Flexible work pads Movable divider panels mounted above the table top, create flexible spaces that can be adjusted to match the varying team strength at any given time. Eg. - The three seater W/S can be converted into a 4 seater by just shifting of the mobile divider panels The access flap and power box for switch access has been provided on the top of the table to make connectivity easier for the user on the move. Interactivity redefined

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Movable return table top converts individual tasking area to meeting space instantly. The system is equipped with a movable return unit that adapts to the changing needs of the user. While working on independent tasks, it serves as individual private work desk and for occasional group discussions or client meetings the same can be converted into an impromptu meeting desk by just swap of the divider panels and the movable return unit.

Style and vibrancy The system with its clean linear geometry, interestingly juxtaposed with the angular forms of storage and divider panels, add a dash of flamboyance to an otherwise formal corporate environment. The designer screens are adorned with graphics, lending a distinct look to each office furnished with VURV. VURV is truly a comprehensive solution to all your office needs, be it for staff workstations, group workstations, cabin spaces or discussion spaces. Its basic modules can be combined to form a full service workstation for a private cabin inclusive of a large work desk as well as information, sharing, capture and display area. The system also has conference room modules that bring teams together. The tables come equipped with integrated power box, which aids in providing hassle free connectivity to the users. This feature addresses the latent need of the space designer to have a synergic, integrated and coordinated look to the overall office environment.

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Durian Profile
From plywood to furniture we are an integral part of the lives of millions of Indians, we set new trends in lifestyle with quality benchmark products, redefining the word piece of furniture to a lifestyle product which dictates pride of possessing it. Enriching lives across boundaries we are today one of the largest interior infrastructural household names in India with a network extending to every nook and corner of the nation. We have the most prominent ISO 9001 and 14001 certifications for our quality standards and contribution in the industry. This is a yarn of how two generation of a close knit business family built a conglomerate that is a household name in the country today. Our journey has been eventful marked by numerous pioneering achievements in the building material industry. We are the pioneers of natural veneer in the building material industry in India. Our products have met the most stringent of international quality standards, resulting in our constant supply not only in the domestic market but the international market also. Durian has also introduced readymade doors in this industry to make life trouble-free for all the users with a range of designs and colors to suit every eye. Our imported home and office furniture range is sourced from all over the world which is the talk of the nation in terms of world class designs be it classic or contemporary. The furniture pieces which are sourced from across the world to meet the new changing taste of the Indian market.

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Alongside our furniture line we have an extensive range of accessories, artifacts, furnishings, painting and decorative lighting products which will enable our clients to characterize their space. For the first time in India, with the help of overseas research and technical team Durian introduces Laminates which are guarded to resist borer, fungus and termite. Its the proprietary know-how which Durian has developed in collaboration with highly techno-savvy foreign research laboratory. Our ideas and products have resulted in intensive transformation of technology for chairs and workstations to give corporate look to offices meeting international standards. To fulfill the demand of the ever changing market in office furniture we have built state-of-the-art factories with the most advanced technology, with BIFMA standard guidelines. We have also started offering services for turnkey projects to provide a complete package to our clients.In concise we offer lifestyle products related to interior design of office, home under one roof. After capturing a sizeable chunk of the residential segment of the organised furniture market, Mumbai-based Durian Industries Ltd has set its sights on the untapped office furniture market. A highly unorganised sector, the Indian furniture market has recently seen the presence of few foreign brands like Gautier of France, Danish Flexa, Hurtado from Spain, German Moll and Italian Saporiti. A number of local players, however, are content to merely import furniture and re-sell them, often under a new brand. Durian Industries, for instance, imports furniture from all over the globe and re- sells it under the brand name Durian. According to Durian Industries director Pramod Bhimani, the ITES sector has triggered demand for well furnished corporate offices and Durian feels its the right time to tap the segment. An Rs 60-crore company, Durian hopes to grow by 15 to 20 per cent with its entry into the office segment. The official launch of its range of imported office furniture will commence beginning next financial year. The company has, however, already bagged a couple of big orders including one to furnish a 1,000 seat call center in Gurgaon and a 200-room hostel in Hyderabad. The imported office furniture will be sold through exclusive showrooms.

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the company also plans to expand its distribution network channel by taking the number of its showrooms to over 40 during the next financial year. In Delhi and the NCR region alone, Durian plans to open at least two new showrooms very soon. Currently, the company has over 32 exclusive showrooms spread across 30 cities including Ahmadabad, Kolkata, Delhi, Mumbai, Ludhiana, Jaipur, Hyderabad and Chennai. Of these, about eight are company showrooms while the rest are franchisee showrooms. Durian furniture, contrary to perception is targeted to suit every budget. Its target customers are the middle, upper middle classes and even the top-end segment. Positioned as beautifully affordable, the company is among the very few in the sector to use the electronic media. In fact, the company plans to spend about Rs 2 crore on print and electronic advertising this year. Apart from that, the brand plans to get associated with various events. For the first time, it has set up a Durian Excellence Award for Architecture and Interior Design in association with Society magazine.

Promoters
Mr. L N Dokania The versatility of Lakshmi Narayan Dokania goes back to his 60 years dominance in the Indian Plywood Industry. His achievements with M/s. Wood Crafts Ltd - Birla Group Company, for over 30 years as its Director has made him a Doyen in the Plywood Industry. Mr. Sajjan Dokania Sajjan Dokania is a pioneering figure in the Plywood, Allied & Retail industry spanning over 30 years. Under his innovative ideas the group has ventured into manufacturing a multi range of products such as Commercial Plywood, Marine Plywood, Decorative Plywood, PVC impregnated Flush/Panel Doors, Imported Veneer Panels, Decorative Laminates, Modular Furniture and Chairs. His ever innovative business ideas have assisted Durian into venturing into imported Home & Office furniture.

Turnkey Services
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Durian now specializes in the full scope turnkey fit - out and furnishing of corporate and residential spaces all over the nation. Durian's superior portfolio of projects illustrates our skills in uniting aesthetic and operational requirements to craft the harmonious and complete results our clients expect. We proudly set standards in interior implementation. We have our in house state of the art manufacturing facilities along with which we have recognised and are known for importing from the finest international suppliers and manufacturers world over. Headquartered from Mumbai our company is broadened to every nook and corner of the nation. Our expansive network allows us to leverage the knowledge, organisational ability, purchasing power with economies of scale. We focus of quality within planned budgets, improving cost performance, accelerating project delivery and design intent.

Clientele
Our Partners in Success: BANKS

IDBI Indusind UBI Punjab & Maharashtra ABN-AMRO State Bank Of India Chase-Manhattan Bank Of India State Bank Of Rajasthan ICICI

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Central Bank Of India BNP Paribas Dena Bank Reserve Bank Of India Deutsche Bank SOFTWARE

Saba Software Spanco Telesystems Ltd Svn System Technologies Udyog Software Pangulf Technologies Kpit Cummins Infosystems Ltd Satyam Computers Ltd Larsen & Toubro Rolta India Ltd Infosys PHARMACEUTICAL

Anamol Laboratories Hindustan Lever Ltd AIRLINES:

Qatar Airways Saudi Arabian Airlines HOSPITALS

Lilavati

CELLULAR
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Idea Motorola Bharti Telesoft Airtel INSURANCE

ICICI Lombard Tata AIG Life Insurance Corporation Of India Birla Sunlife Insurance Co. Ltd. Star Union Dai-Ichi Life Insurance Co. Ltd. CAPITAL MARKET

Securities Exchange Board Of India Angel Broking Karvy Stock Broking Ltd DSP Finance HDFC Securities Ltd BUILDER & DEVELOPERS (REAL ESTATE)

Akruti Nirman Ltd Shapoorji & Pallonji Hiranandani HOTELS

Taj International Grand Hyatt President GOVERNMENT SECTOR

Oil & Natural Gas Corporation Ltd

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ECGC CPWD Nuclear Power Corporation Of India Ltd MTNL Indian Institute Of Information Technology Western Railway Indian Oil Corporation Ltd. Central Labour Institute OTHERS

Lanco Infratech Ltd. Raymonds Steel Authority Of India Ltd Windals Precision Pvt Ltd Radio Club Tops Group Binani Industries Ltd Ambuja Cement Mitsui Osk Lines CPWD American Consulate Nicholas Piramal Group Thomson Press Balmer Lawrie & Co Ltd Mafatlal Group Reliance Industries Ltd Colgate Palmolive Pantaloon Retail (India) Ltd Home Solution Retail (India) Ltd Lanco Hill Technology Pvt. Ltd Make My Trip

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Milestones
2008

Established Veneer Edge banding plant at Palghar in joint venture with Canadian Company Launched Accessories, Furnishings, Paintings and Decorative Lightings division in all Durian Showrooms

2007

Launched 10 of Durians retail Factory Outlets Showrooms all over India Started Veneer Splicing plant at Palghar with Canadian collaboration

2006

Set up a plant for manufacturing Decorative Laminates (HPL) with latest machineries at Ahmedabad, Gujrat Started manufacturing modular office furniture plant at Palghar Started manufacturing Office Chairs at Palghar Started providing services for Turnkey Projects

2005

Completed successfully a network of 40 imported furniture showrooms all over the country Added facility for manufacturing HDF doors at Wada, near Mumbai

2003

Added office furniture range in the category of imported furniture

2001

Launched one of the largest Imported furniture Showroom at Mumbai

1999
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Launched first retail showroom of Durian imported furniture for home range in Ahmedabad, Gujrat

1998

Started manufacturing P.V.C door skin & P.V.C. moulded doors in Wada

1995

Set up , for the first time in India a decorative veneer manufacturing unit at Palghar with latest technical know how and the equipments

1991

Established 4th plywood manufacturing unit at Palghar

1990

Established 3rd plywood manufacturing unit at Palghar

1988

Installed Timber peeling plant at Wada

1987

Established 2nd plywood manufacturing unit at Palghar

1985

Established first Plywood manufacturing unit at Palghar

1981

Started activities in Mumbai with retail & wholesale trading of Plywood

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Indian Furniture Products Limited (IFPL) is a part of the KK Birla Group, one of the most respected business houses in India. The KK Birla Group has under its mantle, a diverse range of industries ranging from agrochemicals to fertilizers, financial services to media. And in anticipation of increasing global demands, furniture is the latest addition to the corporate portfolio. Deploying sophisticated technology from europe that gives it unique manufacturing capabilities, IFPL also has the distinction of having created the largest furniture retail chain in india. Zuari, the flagship brand Indian Furniture Products Limited (IFPL), a part of the K K Birla Group and an ISO 9001:2000 certified company, have changed the perception of people about furniture. Zuaris wide and affordable range of offerings like bedroom furniture, TV trolleys, computer tables, utility furniture etc have not only added to the convenience, but have become style statements owing to their sleek designs and trendy looks. And the beauty of the furniture is not just skin deep. They are manufactured with the most sophisticated European RTA (Ready To Assemble) technology, in a state-of-the-art plant near Chennai, Tamilnadu. The product range offered is made from raw materials imported from France, Belgium, Germany and UK. The furniture is grafted on CNC controlled automated machinery imported from Germany, Italy and Spain. The technology set up is the largest of its kind in the entire Asia and a substantial portion of the company's production is being exported to developed countries of Europe, viz France, Germany, UK and Belgium. The success of Zuari lies in their understanding of the Indian Consumers, who have been long craving for stylish and easy to assemble furniture at affordable costs. A strong distribution network of 21 distributors, 14 Wholesalers and more than 450 dealers has helped Zuari to reach its customers through the length and breadth of the country with readily available goods and excellent after sales service. With the mantra of offering more style and utility at reasonable prices, it seems Zuari is clearly emerging as the most popular choice of the discerning consumers. Expertise IFPL has a design team trained in Europe. This accounts for the team's expertise in various functional aspects of furniture design and a keen sense of aesthetics, honed by constant exposure to international furniture fairs. In addition, interaction with designers/manufacturers in Europe and developing exclusive designs for several international clients. In fact this expertise has helped IFPL bag prestegious projects from corporates and institutions such as Reliance Industries, Ernst & Young, Schwings Stetter, Chambal Fertilizers, IIM-Calicut etc. This has given IFPL an organizational learning that allows manufacturing furniture on a turnkey basis.

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Office furnitures differ quite a lot from other household furnitures. Files, Cd's, documents and other stationaries need to be stored in offices. Apart from that, it is necessary to have proper workstations and desks to carry out the work. Office furnitures can be broken down into categories depending on types; seating, workstations, storage and conferences.

Galaxy

Core

Ergon 25

Ergon 80

Two Drawer - Two door Sliding Unit

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Here, Zuari made furniture for Jarvis Construction (UK) Ltd. -a coveted PFI company in the United Kingdom. Completed over a 3 month period, the furniture were designed to UK health and safety standards. The project involved making student accommodation, dining & seating, wardrobes, pin-up boards, bedroom furniture and chairs. Kitchen furniture was another unique aspect of this project. Zuari handled the entire project from design to installation-a testimony to the company's international project management skills.

We have supplied furniture to Oman, UAE, Sri Lanka, Fiji, Mauritius, Maldives, Benelux countries, UK, USA, Bangladesh, South Africa and Tanzania.

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Style Spa
Style Spa Furniture Limited is promoted by the Zuari-Chambal Group. Established in India in 1997, to manufacture and retail furniture, the company is headquartered in Chennai. The US$ 15 million manufacturing facility at Kakkalur, near Chennai, in the state of Tamil Nadu, is facilities. The ISO-certified plant produces around 0.2 million furniture pieces annually.

sophisticated and fully automated plant, which is one of Asias most modern and largest manufacturing

The company manufactures home and office furniture that is retailed through about 92 exclusive reta outlets,spread across the country The company also provides after sales services through its showrooms.

Featherlite
Featherlite is one of Indias largest furniture manufacturing companies and was started in 1965. Featherlite has been retailing furniture for the past 20 years and the first outlet was opened in Bangalorein 1987. The company has a state-of-the-art manufacturing plant and is engaged in continuous R&D. The companys manufacturing plants are located in Bangalore and Hosur. It has a presence in 22 locations across India. It manufactures around 20, 000 chairs and 3, 400 workstations per month.35 per cent of the total production is sold through retail outlets. The company has an employee strength of 500, which includes architects, interior designers

It has around 25 exclusive showrooms in Mumbai, Chennai,Bangalore, Delhi, Kolkata and Hyderaba

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and others

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CHAPTER 3
DATA COLLECTION
SOURCES OF DATA:
PRIMARY DATA: Primary data refers to data that is collected afresh and recorded for the first

time. Primary data are those data i.e. collected by the researcher himself. It thus happens to be original in nature. The various methods of collecting primary data are performing surveys, census, through observation or through correct communication with respondents. But basic manner of primary data collection is survey method. The primary data for the study was collected through questionnaire and informally. The primary data is collected from a questionnaire which is having 12 questions. Every question is having its own value and it provides various aspects of this report. For collecting the data we go through the dealers store situated in LUCKNOW city area. SECONDARY DATA: Secondary data refers to that which has already been collected by someone else. Secondary data for the study was collected from:

Published literature Company published data and broachers

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Internet Commercial service Books

METHODOLOGY The success of the analysis mostly depends on the methodology on which it is carried out.The appropriate methodology will improve the validity of the findings.

Research Design: Descriptive Research: Descriptive research includes survey and fact-findings enquire of different kinds. The major purpose of descriptive research is description of the state affairs, as it exists at present. Data Collection: The study is based on the data collected through primary and secondary sources. Primary Data: An interview schedule was designed to collect primary data from various Dealers. Secondary Data: Secondary data was collected from journals, magazines, web sites and from other relevant publications.

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Sampling Design: The sampling design mainly consists of the sample taken for the study along with the sample size, sample frame and sampling method.

RESEARCH DESIGN
Meaning of the Research Design:
Research design is the arrangement of conditions and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. In other words it is a logical and systematic plan prepared for directing a research study. It specifies the objectives of the study, the methodology and the techniques to be adopted for achieving the objectives. Exploratory: Exploratory research is used when one is not conversant with the problem environment such type of investigation is mainly concerned in determining the general nature of the problem and variables related to it. Research methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. Exploratory research is

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done through surveys to find the various aspects of customer satisfaction like margin, service charges, service delivery, etc. Questionnaire is prepared to collect the primary data. Comparative research Comparative research, simply put, is the act of comparing two or more things with a view to discovering something about one or all of the things being compared. This technique is often utilizes multiple disciplines in one study. When it comes to method, the majority agreement is that there is no methodology peculiar to comparative research. The multidisciplinary approach is good for the flexibility it offers, yet comparative programs do have a case to answer against the call that their research lacks a seamless whole There are certainly methods far more common than others in comparative studies, however. Quantitative analysis is much more frequently perused than qualitative, and this is seen in the majority of comparative studies can be use quantitative data. The general method of comparing things is the same for comparative research as it is in our everyday practice of comparisons. Like cases are treated alike, and cases are treated differently; the extent of difference determines how differently cases are treated. The point here is that if one is able to sufficiently distinguish two cases, comparative research conclusions will not be very helpful. Secondary analysis of quantitative data is relatively widespread in comparative research, undoubtedly in part because of the cost of obtaining primary data for such large things as a countrys policy environment. A typical method of comparing welfare state is to take balance their levels of spending on social welfare. In line with how a lot of theorizing has gone in the last century, comparative research does not tend to investigate grand theories such as Marxism. It instead occupies itself with middle-range theories theories that do not purport to describe our social system in its entirely, but a subset of it. A good example of this is the common research programs that looks for differences between two or more social systems, then look at these differences in relation to some other variable coexisting in those societies to see if it is related. The classic cases of this is Espying-Andersons

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research on social welfare systems, and compared them based on their levels of deco modification of social welfare goods. He found that he was able to class welfare states in four types, based on their deco modification. She further theorized from this that deco modification was based on a combination of class collisions and mobilization, and regime legacy. Here Espying-Anderson is using comparative research: he takes many western countries and compared their level of deco modification, then develops a theory of the divergence based on his findings. Comparative research is a methodology in the social sciences that aims to make comparisons across different countries and cultures. A major problem in comparative research is that the data sets in different countries may not use the same categories, or define categories differently.

Customer satisfaction It is a business term, is a measure of how products and services supplied by a company meet or surpass customer expectation. It is seen as a key performance indicator within business and is part of the four perspectives of a balanced score. In a competitive marketplace where businesses compete for customers, customer satisfaction is seen as a key differentiator and increasingly has become a key element of business strategy. There is a substantial body of empirical literature that establishes the benefits of customer satisfaction for firms. Measuring customer satisfaction: Organizations are increasingly interested in retaining existing customers while targeting noncustomers; measuring customer satisfaction provides an indication of how successful the organization is at providing products and/or services to the marketplace. Customer satisfaction is an ambiguous and abstract concept and the actual manifestation of the state of satisfaction will vary from person to person and product/service to product/service. The

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state of satisfaction depends on a number of both psychological and physical variables which correlate with satisfaction behaviors such as return and Recommend rate. The level of satisfaction can also vary depending on other options the customer may have and other products against which the customer can compare the organization's products.Because satisfaction is basically a psychological state, care should be taken in the effort of quantitative measurement, although a large quantity of research in this area has recently been developed. Work done by Berry (Bart Allen) and Brodeur between 1990 and 1998 defined ten 'Quality Values' which influence satisfaction behavior, further expanded by Berry in 2002 and known as the ten domains of satisfaction. These ten domains of satisfaction include: Quality, Value, Timeliness, Efficiency, Ease of Access, Environment,Inter-departmental Teamwork, Front line Service Behaviors, Commitment to the Customer and Innovation. These factors are emphasized for continuous improvement and organizational change measurement and are most often utilized to develop the architecture for satisfaction measurement as an integrated model. Work done by Parasuraman, Zeithaml and Berry (Leonard L) between 1985 and 1988 provides the basis for the measurement of customer satisfaction with a service by using the gap between the customer's expectation of performance and their perceived experience of performance.This provides the measurer with a satisfaction "gap" which is objective and quantitative in nature. Work done by Cronin and Taylor propose the "confirmation/disconfirmation"theory of combining the "gap" described by Parasuraman, Zeithaml and Berry as two different measures (perception and expectation of performance) into a single measurement of performance according to expectation. According to Garbrand, customer satisfaction equals perception of performance divided by expectation of performance. The usual measures of customer satisfaction involve a survey with a set of statements using a Likert Technique or scale. The customer is asked to evaluate each statement and in term of their perception and expectation of performance of the organization being measured. Customer Perception: Customer perceptions are what indicate whether you have achieved satisfaction or not. In other words, they represent stepping stones along a continuum. Perceptions accumulate over time and

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gradually equate to either satisfaction or dissatisfaction. You job is to understand and act on these perceptions so the final result is customer satisfaction. The word perception was used in ISO 9001, in my opinion, to highlight just how subjective this quality is. Perceptions can comprise just about anything: fact, fiction, and fantasy, whatever. If customers believe their perceptions, though, the perceptions have the weight of fact. That is why it is so important to reach out to customers and specifically ask them what they think. By their very nature, you probably wont agree with all the perceptions. A perception equals fact in the mind of the customer, though. You must act on these perceptions and let the customer know what youve done. It sounds like your salesmans trip report could be a very effective tool for capturing perceptions. After all, hes on-site with the customer and probably can solicit candid responses. Here are a few of questions related to these trip reports: 1) where did the issues on the trip report come from? Are they the result of understanding what the customers really value, or are they just a guess at what the customers value? 2) Does the salesman ask for open-ended feedback, as well as scaled responses? Open ended feedback typically generates the most valuable information, despite the fact it doesnt produce much hard data. 3) Does the salesman carry a digital camera with him for taking pictures of problems or concerns? He should. This is a great opportunity for grabbing peoples attention back at the plant, and a picture will certainly do it. Consumer Behavior I consumer business context referred to as the study of when, why, how, where and what people do or do not buy products.. It blends elements from psychology, sociology, social, anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family,friends, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the reaffirmation of the importance of the customer or buyer.

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A greater importance is also placed on consumer retention, customer relationship management, personalization,customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as a social function but if Arrows possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness,neutrality,anonymity,monotonocity, unanimity, homogeneity and weak and strong Paretooptimality. No social choice function meets these requirements in an ordinal scalesimultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks.Marketing provides services in order to satisfy customers. With that in mind, the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009)

LIMITATIONS OF THE STUDY

The study was time bound. The information collected may not be sufficient and reliable in terms of total market.

The information provided by the respondents on which all the results were drawn Cannot be denied that here was always a possibility of response error.

The information is only collected for organized sector, because unorganise sector does not have sufficient information.

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Only few companies are in the organised office furniture sector.

Most of the companies are importing office furniture, which make us difficult to find reliable data of office furniture segment.

DATA ANALYSIS AND INTERPRETATION


Introduction to Analysis
After tabulating, the data must be analyzed, researcher often use statistical interpretation which concentrates on what is average or what deviates from an average. Statistical interpretation, shows how widely the response vary and how they are distributed in relation to the variable, being measured, statistical market rely on estimates of expected errors or deviation from the two values of population. The analysis and interpretation of data may lead the researcher to accept or reject the hypothesis being selected. Data Analysis Tools Used The process of arranging data into groups or classes according to resemblance and similarities is technically called classification. Classification is the process of arranging the data into sequences and groups according to their common characteristics or separating them into different related parts.

Data interpretation will be done through statistical tools like.


Bar graphs column chart Pie charts Hypothesis testing

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In the hypothesis testing, we use two kinds of hypothesis first the null hypothesis and the other one is the alternative hypothesis. Null Hypothesis (Ho) It is the statement that says that there exists no difference between the parameter (a measure taken by a census of the population and prior measurement of a sample of the population) and the statistic being compared to it (a measure from a recently drawn sample of the population) Alternative Hypothesis (Ha) It is the statement that says that there exists a difference between the parameter (a measure taken by a census of the population and prior measurement of a sample of the population) and the statistic being compared to it (a measure from a recently drawn sample of the population). A alternative hypothesis is the logical opposite of the null hypothesis. Formulation Of Hypothesis _ The more satisfied the customers are with the speed of data transmission, the higher is the customer satisfaction. _ The more satisfied the customers are with after sales service, the higher is the overall satisfaction. _ The process of getting the problem solved will increases the customer loyalty and satisfaction. _ The higher is the overall satisfaction, the higher is the intention of additional purchase. (up gradation or new purchase ). _ The higher is the overall satisfaction, the higher is the intention of recommendation.

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GLOBAL FURNITURE MARKET The global furniture market can be broadly categorized into four categories - domestic furniture, office/corporate furniture, hotel furniture and furniture parts. Globally, domestic furniture accounts for 65 per cent of the production value, whilst corporate/office furniture represents 15 per cent, hotel furniture 15 per cent and furniture parts 5 per cent. According to a World Bank study, the organized furniture industry is expected to grow by 20 per cent every year. A large part of this growth is expected to come from the rapidly growing consumer markets of Asia, implying significant potential for growth in the Indian furniture sector. Global furniture market:

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65%
15% 15%

Domestic:65%

Office:15%

Hotel:15%

Parts:5%

Interpretation:
The global furniture market have four segment:domestic,office,hotel and parts, Domestic segment have 65% market share,office furniture have 15%market share Hotel segment have 15% share and parts have remaining 5%market share.

The Indian retail pie:


In the overall Retail pie Food and Grocery was the dominant category with 59.5 per cent share, valued at Rs.792,000 crore, followed by Clothing and Accessories with a 9.9 per cent share at Rs.131,300 crore. Interestingly, out-of-home food (catering) services (Rs.71,300 crore) has overtaken Jewellery (Rs.69,400 crore) to become the third largest retail category, with a 5.4 per cent market share this largely reflects the massive employment opportunities to youngsters in the services sector and accompanying changes in consumer lifestyles. Consumer durables (Rs.57,500 crore) is the fifth largest retail category followed by Health & Pharmaceuticals (Rs.48,800 crore), Entertainment (Rs.45,600 crore), Furniture, Furnishings & Kitchenware (Rs.45,500 crore), Mobiles & Accessories (Rs.27,200 crore), Leisure retail
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(Rs.16,400 crore), Footwear (Rs.16,000 crore), Health & Beauty Care services (Rs.4,600 crore) and Watches & Eyewear (Rs.4,400 crore) in the order. In the Organised retail segment, the picture is different altogether. Clothing & Fashion Accessories is the largest category with 38.1 per cent of the market share, valued at Rs.29,800 crore, followed by Food & Grocery accounting for 11.5 per cent of the organised retail market at Rs.9,000 crore , Footwear with 9.9 per cent of the organised retail market share at Rs.7,750 crore, Consumer Durables with 9.1 per cent market share at the fourth place (Rs.7,100 crore), and Out-of-home food (catering) services and Furniture, Furnishings & Kitchenware retail in the order. The mobile & accessories retail market has shown fastest growth in 2007 (25.6%) over the previous year, the other two prominent categories being out-of-home food (catering) services where growth was 25.1 per cent and books, music & gifts leisure category which achieved 23.3 per cent growth

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Organized retail pie: market size Rs 78300 cr at prevailing prices

MOHAMMAD ARIF RIZVI Roll no. 0900122070

Share of organized and unorganized sectors:

Organized sector 15% ,$1.5d

unorganized sector 85% ,$8.5d

Interpretation: The office furniture sector are more unorganized ,which is account of 85% and have US $8.5 b worth market and organized sector is only 15%market share with US $1.5 b.

Furniture industry composition:


MOHAMMAD ARIF RIZVI Roll no. 0900122070

As with the global market, home furniture is the largest segment in the Indian furniture market, accounting for about 65 per cent of furniture sales. This is followed by, the office furniture segment with a 20 per cent share and the contract segment, accounting for the remaining 15 per cent.

Raw material usage:

MOHAMMAD ARIF RIZVI Roll no. 0900122070

the India abounds in several tree species whose wood is used for furniture making. Apart from indigenous material available in India, some types of wood are also imported, in case the domestic supply is inadequate. Popular wood types used in India include Walnut, Sandalwood, Teak, Sheesham, Deodar, Ebony, Redwood, Rosewood, Red Cedar and Sal. Teak accounts for almost 50 per cent of the total wooden furniture produced, Sal and Deodar account for about 20 per cent and the balance includes Mahogany, Cedar and other tree types. Bamboo Material Boards (BMB) is increasingly being used in place of plywood. India also has abundant rubber wood supply. Natural rubber plantations cover 520,000 hectares with an additional 6,000 hectares being replanted almost every year since 1994. The southern state of Kerala produces 95 per cent of total supply of rubber wood in India.

Wood 65%

Metal 25%

plastic 10%

MOHAMMAD ARIF RIZVI Roll no. 0900122070

Furniture Imports into India:


Furniture imports in India have been growing at nearly 64 per cent CAGR, over the 5-year period from 2001 to 2006.A key driver is the increasing demand for furniture, fuelled by the boom in housing and commercial construction. Increasing income levels and influence of global lifestyle trends have also led to many urban, affluent Indians, moving towards imported furniture. European furniture manufacturing companies have been the first entrants, with their premium products (mainly veneered) in India. They were led by the K K Birla joint venture, Gautier, with Groupe Seribo of France. Furniture imports from other Asian countries have come in much later. Barring a few, such as, Renaissance Home,Interior Espania, Pinnacle Saporiti and Gautier, most of the imported furniture dealers sell their products either under their own brand name or without any branding. In recent times, import of cheaper furniture from South East Asian countries has been increasing.

In US$

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Purchasing pattern
This reveals the way office furniture is purchased. Out of the total market this reveals how many customers purchase Branded Furniture.

Economical 23%

Branded 27%

moderate 50%

MOHAMMAD ARIF RIZVI Roll no. 0900122070

Satisfied with the Current office dcor:


When asked about the current satisfaction level with regards to office dcor, in this only 8% people are unsatisfied with their current setup. This shows a very small opening towards new business prospects

Unsatisfied 7%

Satisfied 93%

MOHAMMAD ARIF RIZVI Roll no. 0900122070

CHAPTER 4
FINDINGS

Global furniture market has four segments: domestic, office, hotel and parts. Organised office furniture sector have 15% market share which account of US$1.5b. Furniture imports in India have been growing at nearly 64% CAGR. In the purchasing pattern ,customer purchase more moderate furniture followed by branded furniture. Quality of the service provided plays an important role in retaining existing. customers and goodwill is created through word of mouth in making new customers. People are willing to pay more for new design and latest look. A number of customers preferred GODREJ Due to the brand name of the company (GODREJ). Organised office furniture sector have potential to grow very fast. Companies are launching innovative and ergonomically design furniture. Organized furniture market is growing faster than unorganized sector.

CONCLUSION
MOHAMMAD ARIF RIZVI Roll no. 0900122070

The project Titled office furniture was carried out among the organized office furniture segment in India. To increase the share in market and reach to the customer branded companies should made Tie ups with the Retail Stores like, Next Retail Store, Big Bazaars etc. Overall objective of the study was to find out the customers perception about branded companies product and customer is ready to by branded office furniture ,which are innovative and ergonomically design. and to find out the market share of office furniture in organized retail sector in india. The study revealed the picture of customer perception which help organized office furniture companies to launch more ergonomically design furniture which increase productivity of the employee. Office furniture sector are more unorganized and companies who are in this business started importing furniture.at the end I want say that branded office furniture have a good position in mind of customer.

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SUGGESTION _ organized office furniture should focus on pricing policy in comparison to its competitors because its competitors provide same products in lower rates. _ The office furniture companies should have to focus better design for product. _ The office furniture companies should focus on their after sale services:_ Should Increase Man Power for sales. _ The customer rate quality of the service as the most relevant one and hence companies should maintain the quality in products and after Sale services and should make improvements in this feature. _ Many of dissatisfied customer asked for more information about New schemes .So the dissatisfaction may be due to not providing the latest news about new schemes, So the companies can make use of this opportunity to retain its Dealers by providing the right news.. _ The office furniture companies should setup research & development facility, which make companies to compete with foreign and there would be reduction in import of the office furniture. _ Company should try to Maintain competitive prices for consumers ,And should focus on these to keep the brand image in the minds of people. _ Market strategies of home appliances providers should emphasize in price strategy. _ If any complaint is observed from the consumer, it should be dealt quickly. This will reduce the chance for dissatisfaction. so the company have to a customer care as other industries

Bibliography:
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www.durian.com www.godrejinterio.com www.zuari.com www.google.com www.wikipedia.com www.religare.com www.ibef.in www.scribd.com www.smcindiaonline.com www.epch.in www.stylespa.com www.et.com www.financialexpress.com www.indiaretailing.com www.thaindia.com www.indiaretailforum.com
www.indiaprwire.com www.nbmcw.com www.bing.com

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