CHAPTER-1

INTRODUCTION
Marketing management is a discipline focused on the practical application of and the of a firm's marketing resources and activities. Marketing research and analysis

In order to make fact-based decisions regarding and design effective, costefficient implementation programs, firms must possess a detailed, objective understanding of their own business and the in which they operate. In analyzing these issues, the discipline of marketing management often overlaps with the related discipline of. Traditionally, marketing analysis was structured into three areas: Customer analysis, Company analysis, and (so-called "3Cs" analysis). More recently, it has become fashionable in some marketing circles to divide these further into five "Cs": Customer analysis, Company analysis, Collaborator analysis, Competitor analysis, and analysis of the industry Context.
The focus of customer analysis is to develop a scheme for, breaking down the market into various constituent groups of customers, which are called customer segments or market segments. Marketing managers work to develop detailed profiles of each segment, focusing on any number of variables that may differ among the segments: and other factors may all be examined. Marketers also attempt to track these segments' perceptions of the various products in the market using tools such as Perceptual mapping. Perception: Perception is defined as the process by which an individual selects, organize and interprets stimuli, in to a meaningful and coherent picture of the world. Two 2

individuals may be exposed to the same stimuli under the same apparent conditions but how each persons recognizes. Selects, organizes and interprets these stimuli is a highly individual process based on each person own needs values and expectations.1 by Leon. G. Schiffman & Leslic Lazar.

Perception is the process of selecting organizing and interpreting attaching meaning to events happening in environment.2 by L.M. Prasad. Perception is mental process where by an individual selects data or information from the environment, organizes it and then draws a significance or meaning from it.3 (or) Perception is basically a cognitive (or) thinking process and individuals activities emotions feeling etc are based on his/her perceptions of their surroundings or environment.4 Suja.R.Nair.

Perception is the process by which these sensations are selected organized & interpreted.5 by Michael R. Soloman

OBJECTIVES OF THE STUDY

PRIMARY OBJECTIVE
To analyze dealers perception towards SUJALA PIPES NANDYAL.

SECONDARY OBJECTIVE 1) To know the percentage of dealers who are dealing with SUJALA PVC Pipe sub brand. 2) To know the dealers perception towards 'companies promotional schemes provided by the company to its dealers. 3) To know the dealers opinion towards margin provided by the company. 4) To know the factors affecting SUJALA PVC Pipes from the dealers. 5) To know the competitors of SUJALA PVC Pipes. 6) To know the factors motivating dealers to take dealership for SUJALAPVC

NEED FOR THE STUDY

Although there have been studies on dealers perception, its application and affects on PVC products seen to be unimpressive. Hence this study will give a valuable contribution in analyzing the perception of dealers. And its effects as the organization due fast changing development in economic scenario improving the performance of the organization is essential as a result under taking an academic study on dealers perception will be definitely helpful in achieving the organization effectiveness and its market share.

Success of the business hinged on sound decisions are the outcome of relevant, clear, complete, accurate, timely, objective and authentic information about the dealers perception source of motivating, impact of advertisement, their level of satisfaction, the factor influencing in customer preference, customer opinion regarding the technological advancement and about the competitors.

METHODOLOGY OF DATA COLLECTION METHODOLOGY: Systematic methodology is the key success of any research project as it has direct bearing on the relevance of research findings. The purpose of the research is to gather most reliable and unbiased information through the application of scientific principles and techniques.

The aim and methodology is a way to present a clear idea of the research procedures and used in the study, method of sampling etc. The research methodology is a way of systematically solving the research problem. It maybe understood as science of studying how research is done specifically. In it we study various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them.

SOURCES OF DATA 1) Primary Source It is collected through questionnaire. 2) Secondary Source The sources of secondary data in this research are Catalogues and various brochures of SUJALA PVC Pipes. Company website and other websites.

SAMPLING TECHNIQUE Simple random sampling technique has been used in this study.

SAMPLING METHOD Probability sampling method has been used in this study.

SAMPLE SIZE Sample of 20 respondents has been done to analyze the problem.

DATA COLLECTION METHOD SURVEY RESEARCH The data was collected through market survey and research by receiving feedback through questionnaire.

SCALING TECHNIQUE QUESTIONNAIRE The questionnaire was formulated by 15 questions the questions comprising of the following types. 1) Dichotomous Questions i.e. YES/NO 2) Likert Scale i.e. with 5 points 3) Open Ended Questions i.e. where 2 or 3 lines are provided 4) Multiple Choice Questions i.e. with 4 points

SCOPE OF THE STUDY

This study offers helps to put practice the theoretical aspect. The study of this nature aims to give information about competitors, demand for pipes. The study also gives the information about dealers perception about SUJALA PVC Pipes.

The study offers an extended scope for further research with relevance of other product categories and also to reach wider area coverage. Overall scope of 7

the study is to understand dealers perception towards SUJALA PVC Pipes in NANDYAL

LIMITATIONS OF THE STUDY

1. The sample size 16 was selected and the study was based only on those sample. 2. The project required analysis of different acres but due to it time constraint it way difficult to carry out the study in depth. 3. The responses from the dealers were some time based.

RESPONSE ERRORS: These are the errors give false information because of following reasons Respondents inability to give the correct answers or lack of information, forgetfulness or unwillingness to give correct answers. Perceive loss of prestige, social status while conducting the interview. Time constraint, few respondents do not pay proper attention because of lack of time. The limitations findings were restricted to KURNOOL Dist. only. Though there was greater geographical consideration of sample study limits to samples from various areas not covered in AP. NON-RESPONSE ERRORS: This error reduces the size of the sample. These errors may arise due to inability of contact section of the sample of the sample/units and inability to contact section of the respondents to answer certain question. 8

CHAPTER- II

COMPANY PROFILE
ORIGIN: Rayalaseema is economically backward area in Andhra Pradesh, was rarefied region for industries. A dynamic entrepreneur Sri S.P.Y Reddy who is basically a mechanical engineer started a unit at Nandyal, which manufactures black pipes in 1977. The determination and hard work of Sri. S.P.Y Reddy helped him to overcome the problems faced by the company in the initial years, and with financial assistance from local commercial banks. The company could overcome the problems of the merger and is running smoothly. Later the company started manufacturing of PVC pipes, which terminated the manufacturing of black pipes. This resulted in the formation of a PVT. Ltd. Company called SUJALA PIPES PVT LTD. With Sri S.P.Y Reddy as the Chairman. The only major competitors to the company are Sudhakar Pipes, maharaja pipes. The only backdrop to it is the competition from local brands. As the majority of customers belong to farmers, they consider than quality. The company has to make aware of the companys quality standards to them. SIZES: various sizes ranging from 1/2 to 10 are offered to customers. Even pipes with different gauges and sizes are manufactured to suit specific conditions. PACKING : packing plays less important role in to the products like PVC pipes because. the hallow space inside can be utilized. For the purpose of
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cubic space utilization in trucks while transport, organization is adopting the technique like pipes in pipes. PAYMENT PERIOD : For SUJALA brand the company adopts zero credit policy and goods are not delivered unless cash remittances are made. For SUJALA and Sagar brands credit is entitled up to a week. The difference between these brands credit is entitled up to a week. The difference between these brands is due to brand image. COVERAGE : At present Andhra Pradesh, parts of southern states of Karnataka, Tamilnadu and Kerala are ambit of Sujala Pipes Pvt., Ltd., The company extended their sales in the below regions as shown below. 1979 1984-85 1985-86 1986-87 1988-91 1991-94 Nandyal region (Polyphone Pipes) Rayalaseema region (PVC Pipes) Telangana region Karnataka and Andhra Pradesh Tamilnadu and Karnataka Kerala

TRANSPORTATION : The transportation department of Sujala Pipes Pvt., Ltd.,. Is very admirable. This unique strength of the organization enables the dealers to reduce inventory levels to the minimum. Thus dealers are also supplemented with

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dealers to reduce inventory levels to the minimum. Thus dealers are also supplemented with the benefit of the lower tied-up capital in the form of inventory.

GENERAL INFORMATION ABOUT THE COMPANY

The company is equipped with sophisticated laboratory to carry all tests to ascertain out going quality level of the pipes. A Sujala pipe has got I.S.I Trademark, which speaks for itself for the quality of the pipes. Numbers of statistical quality control techniques are applied to sustain the quality level of the product. Managers at the company are dynamic and are well educated. Supervisory staff or intermediate managerial staff are able in talking their area are not highly educated. Most of the employees are skilled is uniqueness of workers in Sujala Pipes Pvt., Ltd. There is non-indulgence in trade union activities. As the company is located in industrial estate of Nandyal. it is facilitated with good communication networks, which includes telex, fax machine, and Internet. Company has also got the support of electronic data processing. The companys major strength is considered to be transportation vehicles, a unique cash outflow justifies itself by providing good reputation of the company through improved customer service.

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FINANCIAL DEPARTMENT : Through initially the company approached the external sources for financial aid, now the financial status of the company is the very sound and is being run only with self-finance excepting for loans taken for hypothecation of machinery and stock from SBI Nandyal. The company follows cash and carry policy for Nandi brand. The product is not delivered until the cash is paid and financial department with the help of marketing department looks after these transactions. MARKETING DEPARTMENT : Marketing manager who reports to executive director, an assistant marketing manager who reports and 20 salesmen headed by 30 sales representatives who are headed by assistant marketing manager, heads the marketing department. Marketing mix and advertising particulars of Sujala Pipes Pvt., Ltd.,. Shows the departments effective management of the marketing department in the organization. PERSONAL DEPARTMENT: The personal department consists the details of the executives and workers of the organization. The organization is formed with Sri.S.P.Y.Reddy as the Chairman who reports managing director. Two marketing manager, financial manager, public relations officer and quality
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control officer who all reports to executive director. Other than executives there are thousand works in the organization. Panel consisting of managing director, executive director and managers of concerned departments makes the recruitment and selections of persons. Apart from the attractive salaries company provides health card facilities. PURCHASING DEPARTMENT : The perplexing situation i.e. conformed by the manufacturers of the PVC pipes is scarcity of resin. Though the Govt., of India has taken various steps to improve supply conditions of PVC resin, the Indian manufacturers could meet only 50 per cent of demand and remaining 50 percent is met from imports.

The major petrochemical companies are:

Sri Ram vinyl Ltd., Chem-plast Ltd., Reliance Petrochemical Ltd., National Organic Chemical Industries Ltd., Indian Petrochemical Industries Ltd., Process : The main raw materials are HDPE granules, PP granules. The manufacturing for pipes consist of mixing various resins along with coloring materials in a mixture and the prepared material is fed to the extruder. In the extruder, the material is heated to the require politicizing temperature (1900 Centigrade to 2300 Centigrade) the extruded through the die hard to form the pipe. The hot pipe coming out of the extruder is cooled in a water bath to retain the final shape. The pipe coming out to the extruder is guided through the water bath
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suitable traction system. The temperature of the water is maintained by circulating through the cooling toward and with the help of a chilling plant. The required length of the pipe is cut with a planetary saw. The cut lengths are titled by titling units and get corrected in the pipe rack attached to the titling frames. Later they are stocked separately. The company has entered into a technical has its own processing technology. SUJALA PIPES: SUJALA Pipe Ltd., was incorporated in the year 1986. The factory is situated at C-1, INDUSTRIAL ESTATE , NANDYAL, KURNOOL ISTIC. Its annual production capacity is 16000 Mts. And it is one of the leading manufacturers of PVC pipes in South India. The company is equipped with technical collaboration from Batten field of West Germany. It has made possible few other small ventures. Pipes are sold under brand names of SUJALA, NANDI, MONARCH etc., SUJALA Pipes with their good quality, trouble free services, durability and economical use or a better choice than mild steel, galvanized steel, cast iron and plastic pipes. The company is managed by a term of professionals under the guidance of a young, experienced and well-qualified dynamic managing director MR. SREEDHAR REDDY. APPLICATIONS OF UPVC PIPES : Agriculture and irrigation schemes. Rural & Urban water supplies scheme. Tube well casing Gas and oil supply lines. Industrial effluent disposal. Sewerage and the drainage scheme.
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Air-condition ducting. Building installations. Industrial ducting.

CHAPTER-III

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17

REVIEW OF LITERATURE Perception: Perception is defined as the process by which an individual selects, organize and interprets stimuli, in to a meaningful and coherent picture of the world. Two individuals may be exposed to the same stimuli under the same apparent conditions but how each persons recognizes. Selects, organizes and interprets these stimuli is a highly individual process based on each person own needs values and expectations. by Leon. G. Schiffman & Leslic Lazar.

Perception is the process of selecting organizing and interpreting attaching meaning to events happening in environment. by L.M. Prasad.

Perception is mental process where by an individual selects data or information from the environment, organizes it and then draws a significance or meaning from it. (or) Perception is basically a cognitive (or) thinking process and individuals activities emotions feeling etc are based on his/her perceptions of their surroundings or environment. Suja.R.Nair.

Perception is the process by which these sensations are selected organized & interpreted. by Michael R. Soloman

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Perception of Marketing Channels (or) Distribution Channels A set of interdependent organization involved in the process of making a product or service available for use or consumption by the consumer or business user. A companys channel decisions directly affect every other marketing decision. The companys pricing depends on whether it works with national discount uses high quality specialty stones or sells to consumers via the web. The firms sales force and communications decisions depend on much persuasion, training, motivation and support its channel partners need whether a company develops or acquires certain new products may depend on how well those products fit the capabilities of it channel members. In PVC industry the marketing channel as producer to dealer customer channel is using. The us of intermediaries result from their greater efficiency in marking goods available to target markets. Through their contacts, experience, specialization and scale of a operation intermediaries usually offer the firm more than achieve its own. From the economic systems point of view the role of marketing interne diaries is to transform the assortments of products made by producers into the assortments granted by customers intermediaries buy large quantities from many producers and break them down into the intermediaries by large quantities from many producers and break them down into the smaller quantities and broader wanted by customer. These intermediaries play an important role in matching supply and demand.

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A marketing channel consists of firms that have partnered for their common good. Each channel member depends on the other. For example, Sonys role in produce Consumer electronics products that consumer will like and to create demand through National Advertising. Best buys role to display these Sony products in convenient locations to target customers and answers buyers questions and to complete sales. Responsibilities of Channel:They should agree on price policies condition of sale territorial rights. Specific services to be performed by each parts. The producer should establish a list price and fair set of discounts for intermediaries. It must be define each channel member territory and it should be careful about where it places new resellers. Channel conflict impact on Dealers Perception Channel conflict among marketing channels members on goals and roles who should what and for what rewards. Most of the channel conflicts routed difference in 1. 2. Channel Members goal. Their perceptions of reality,

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Competing Goals In distribution channel dealers set of goals and objectives is very difficult from those other members. This built in difference in what firms are seeking to achieve is fundamental to all business. The goal is divergence and subsequent conflict. The conflicts impact on Dealers Perception psychological feelings are negative towards company so identify the Perceptions of the dealers and manage it. Perception Of Reality: Differing perception of reality are important sources of conflict, become they indicate that there will be differing bases of action in response to the same situation. As a general rule channel members are often confident that they know the facts of the situation. Yet when their perception are compared, they are frequently so different that it is difficult to believe they are members of the same channel perception differ markedly even on such basics topic as What the attributes of the product or services What application it serves and for which segments. What the competition is.

Certain Features of Perception The Perception is mental process, where by an individual selects data or information from the environment, organizes it and then draws a is option basically a cognitive (or) thinking process and individuals activities emotions feeling etc are based on his/her perceptions of their surroundings or environment. 21

Perception being an intellectual and cognitive process will be subjective process different people may perceive the environment. Mental occurrence of an event differently based on which aspect of the situation is absorbed by them. The Perception is mental process, where by an individual selects data or information from the environment, organizes it and then draws a significance or meaning from it. Perception is basically a cognitive (or) thinking process and individuals activities emotions feeling etc are based on his/her perceptions of their surroundings or environment. Perception being an intellectual and cognitive process will be subjective process different people may perceive the environment. Mental occurrence of an event differently based on which aspect of the situation is absorbed by them. Elements of Perception Sensation: There is a need to differentiate between sensation and perception sensation may be described as an immediate direct response of physical sensory organ. The physical senses are vision, hearing, touch smell and taste. These physical senses are continuously exposed to internal and external stimuli and human sensation occurs because these. The sensation may be in the form of reaction of eye to color or mouth to taste and soon.

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Perception is something more than sensation. It co-relates, integrates and comprehends the various sensations and information received from the different organs of the body by means of which person develops his sensitivity to various things and objects, perception is both physiological and psychological factors. Absolute threshold The point at which an individual sense a difference between something and nothing is referred to as the Absolute threshold for particular stimulus. Under conditions of constant stimulation is the individual getting continuous exposure certain object or event, then in spite of the absolute threshold increasing. The Stimuli will case make a positive impression. Differential threshold: This concept was developed by a German Scientist name Earnest Weber in 19th century. The minimal difference that can be noticeable between two similar stimuli is known as the differential threshold or justice able difference. External Factors and Internal Factors The manner in which either a product/service perceived will be depend up on both internal and external factors. This is to say that both external reality and internal reality are intertwined as human beings we carry all our experiences in our mind and have our own selfish interests, needs, motives and expectations in to the way in which we would like reality to exist in the world.

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External Factors influencing attention The physical properties of the stimulus include intensity, size, position, contrast, novelty, repetition and movement. Intensity and Size The brighter the sound or louder the sound the more likely a persons attention is drawn to it. Position: The position of display or advertisement also is a determining factor of attracting the attention. An advertisement placed next to a compatible editorial column go magazines and news papers is thought to attract more leadership response. Contrast: Human beings have the ability to adapt to sounds, odors, pain, bright lights, neon signs and movements. That is, human beings are able to use sensory organs to adapt themselves to various stimuli. This is where contrast will help in the perception process. Repetition . Advertisements are repeated more often to enable consumers for brand

recall as well as stimulate them and create a strong desire for interest in the purchase of the product.

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Movement Advertisers have also started using billboards or hoardings with movement, mobile vans etc. so as to inject a feeling of movement into it. INTERNAL FACTORS Peoples may not receive the messages passively. Usually Peoples may take the messages given to them by the marketers and then use it so that is may fit into their Own internal world and then try to work out in their mind about clues to determine the brand's capability. Marketers are interested in knowing what is the impact of their usage of marketing mix elements on the minds of the Peoples. The marketer has to constantly understand "What is going on in the Peoples mind there". Selective Attention There is a tendency among people to consciously see and hear only certain aspects of the advertising message which is being communicated. EXTERNAL FACTORS INTERNAL FACTORS

Intensity and size Position Contrast Novelty Repetition Movement

P E R C E P T U A L

Selective attention Selective exposure Selective reception, comprehension and retention Perceptual vigilance or defence Expectation Subliminal perception

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External and internal factors influencing perceptions Perception is a selective process. Usually, people are able to sense and receive only limited information from the environment and hence are characteristically selective This perceptual selectivity can be associated with the inner needs of an individual. This feeling of awareness of a need results in the person experiencing discomfort or tension, when he thinks he is missing something. Selective Exposure Through selective exposure people try to avoid coming into contact with or avoid any message that nay go against or be contradictory to the strongly held beliefs and attitudes. A person's beliefs very strongly influence his perception about people or things. Because of this, a fact is conceived not on what it is but on what a person believes it to be. According to Daniel E Katz an individual adopts this self imposed censorship in his intake of communications when he fears questions from various sources regarding the authenticity of his beliefs or when he is attacked for his beliefs and practices Selective Reception, Comprehension and Retention There is a natural tendency among people to notice the stimuli such that the information received will fit into his or her existing mind set. People are selective in their tendency to receive certain information and retain it in such a way that will support their preconceptions.

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People have a tendency to forget many of the things they learn. Further, they are likely to retain information that supports their beliefs and attitudes. PERCEPTUAL VIGILANCE OR DEFENCE Perceptual defense refers to the individual being vigilant and screening out of those stimuli or elements? Which create conflict or may give rise to a threatening situation? The peoples may subconsciously screen out the stimuli which is found to be psychologically threatening, even if the exposure has taken place. According to John Lofflin, at the same level of exposure, damaging, harmful or threatening stimuli are less likely to be consciously perceived as compared to neutral stimuli. For example, if audiences are exposed to certain culturally and socially taboo words, such as 'Dating', 'Kissing' drinking openly etc, they may have difficulty in perceiving these words. While non taboo words such as sure, cow, table etc. will be more easily perceived by them. Expectation : Expectations affect what a person perceives. Expectation refers to the state of anticipation of a particular behavior from a person. Even in marketing, people often perceive what they expect to perceive rather than the message they actually receive. Simply stated, expectation refers to the way people respond in a certain way to a given situation or set of stimuli. This is usually the result of either known or unknown past experiences or familiarity or a preconditioned set.

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Subliminal Perception Subliminal perception is used to describe something that is below the level of perception. People can get stimulated below their conscious awareness level. Such persons can perceive stimuli without being consciously aware that they are doing so. For effective perception, the threshold for conscious awareness will be higher than the absolute There are three forms of subliminal perception: (a) A visual stimuli presented in brief. (b) Speech given fast in low volume auditory messages. (c) Embedded or hidden imagery or words, given either in print ads or on product labels THE PERCEPTUAL PROCESS As human beings, we are continuously exposed to various stimuli. Our sensory world includes sensory inputs such as sound, smell, pressure etc which will be perceived and cognitively organized into a logical pattern before acting upon it. Our cognitive structures only go for meaningful interpretation. This selective organization of perception is the result of two kinds of inputs that 'interact to form the final perception: (1) Physical stimulus (lies outside in the environment); (2) Internal individual's predispositions based on his' or her previous experience. Further, each individual is unique and his or her perceptions are based on their unique experiences, needs, wants, expectations etc. This means that each

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individual's perceptual process will be based on how each one sees and perceives the world. The perceptual process consists of many sub processes. The dynamics of perception can be understood by taking a note of the input-throughput-output approach. This approach is based on the fact that there is an input, which when processed gives outputs. That is, the perceptual inputs .will comprise of stimuli in the environment - various subjects, events or people. The actual aspects of perceptual mechanism include - the selection, organization and interpretation. The perceptual outputs will be the behavior or actions of the individuals i.e., the resultant opinions, feelings attitudes etc.

Perceptual Inputs Stimuli Received

Perceptual Mechanisms selection Organization Interpretation

Perceptual Outputs Behavior or Action The perceptual process

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Perceptual inputs : The first process in the perceptual process is the presence of stimuli like people, objects, events, information etc. Though the presence of stimulus is necessary for perception, it is not the actual process of perception. Nevertheless the perception process cannot start in the absence of stimuli. Perceptual Mechanism: The actual perception process starts with the receipt of information, or data (of stimuli) from various sources. The receipt of stimuli is a psychological aspect of the perception process. And as mentioned earlier, most perceptual inputs are received from various sensory inputs. Perceptual Selection: As discussed above, individuals exercise, selectivity in consciously recognizing only certain aspects of the environment as stimuli. So when they are bombarded with various stimuli, they will be selective in the perception process. The selection of the stimuli will be dependent on two major factors apart from the nature of the stimulus itself- the individual's (consumer's) previous experience as it affects their expectations and their motives at that time. Either of these factors can raise the probability of the stimulus to be perceived Nature of the Stimulus :When we discuss the nature of the stimulus (product), it could be its physical attributes, the package design, the brand name, the advertisement, the infomercials, the placement or position of the ad, the time of releasing the ad, etc. Perceptual Blocking: Another aspect of perceptual selectivity is perceptual blocking. When peoples are bombarded with lots of information, there is a general tendency to 'block out' some stimuli from their conscious awareness.

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Perceptual Organization : People do not experience all the stimuli selected by them as separate and discrete sensations. They rather, organize this stimulus into groups and perceive them as unified wholes. This method of perceptual organization enables individuals to view life in a simplified manner. Figure and Ground: People tend to organize information on what is known as the figure -ground principle. This involves that in perceiving stimuli or phenomena, the tendency is to keep certain phenomena in focus .and other phenomena in the background. Figure is perceived to be dominant and more attention is paid to it, while ground is given less prominence and attention and is kept in the background. Like perceptual selection, perceptual organization also gets affected by motives and by expectation based on experience Grouping : In grouping, the perceiver groups the different stimuli based on the principle of their similarity or proximity. This means all those stimuli which are grouped together are likely to be perceived as having same characteristics Closure : When faced with incomplete information, individuals have the tendency to fill in the gaps themselves so as to gain more meaningful information Perceptual Interpretation : We have seen that perception is a personal phenomenon. People have the tendency to interpret the meaning of what they have selectively perceived and organized on the basis of their own assumptions about the stimuli. This interpretation of the stimuli will be dependent on what the individual expects to see in the light of his previous experience, intuition data received, motives and interests at the time of perception.

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FACTORS RESPONSIBLE FOR PERCEPTUAL DISTORTION Personality or Physical Appearances Personality of the perceiver greatly influences the perception process, researches have shown that people have a tendency to perceive others to be having the same attributes or qualities as themselves Stereo types: This term 'Stereotype was first used by Walter Lippman in 1922, while describing 'biases'1 involved in perceiving people.

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CHAPTER -IV

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DATA ANALYSIS 1. From how many years have been dealing with SUJALA pipes?

Concept: This question is put to know the time period from which the dealers are dealing with SUJALA PVC Pipes. Table: 1 Table showing the number of years dealers dealing with SUJALA PVC Pipes. No. of respondents 5 4 3 8 20

S.No. 1 2 3 4 5

No. of Years 1 to 3 3 to 5 5 to 10 Above 10 Total

Percentage 25% 20% 15% 40% 100%

Graph: 1 Graph showing the number of years dealers dealing with SUJALA PVC Pipes. No. of respondents

5 8 1 to 3 3 to 5 5 to 10 Above 10

4 3

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Analysis: From the above table we could analyze that 25% of the respondents dealing with this PVC Pipes from 1-3 years. 20% of the respondents dealing with this PVC Pipes from 3-5 years. 15% of the respondents dealing with this PVC Pipes from 5-10 years. 20% of the respondents dealing with this PVC Pipes above 10 years Interpretation: From the above analysis it can be majority of dealers dealing with SUJALA PVC Pipes above 10 years. Market Implication: SUJALA PVC Pipes loyal dealers in the market.

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2.

How are the sales of other brand when compared to SUJALA PVC Pipes?

Concept: This question is put to know the sales of SUJALA PVC Pipes Table: 2 Table showing sales of SUJALA PVC Pipes compared to other Pipes S.No. 1 2 3 4 5 Dealers Opinion Superior Impairer Average Cant say Total No. of Dealers 10 5 5 0 20 Percentage 50% 25% 25% 0 100%

Graph: 2 Graph showing type of SUJALA Brand Pipes are dealing.

No of Respodents 20 15 10 5 0 Superior Impairer Average Cant say Total

Analysis: From the above table we could analyze that. 50% of respondents opinion is Sujala PVC is superior. 25% of respondents opinion is Sujala PVC Pipes are imperior . 25% of respondents opinion is Sujala PVC Pipes are average

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Interpretation: From the above analysis Sujala PVC Pipes sales are superior than other brands Market Implication: Sujala PVC Pipes sales are superior than other brands

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3. How do you rate the pricing of SUJALA PVC to compared to other brand? Concept: This question is put to known the price of SUJALA pipes the compared to other brand.

Table 3
Table showing quality of SUJALA PVC pipes the compared to other brand. S.NO 1 2 3 4 5 Opinions High Low Reasonable Cant say Total No. of Dealers 12 2 8 0 20 Percentage 60% 10% 40% 0 100%

Graph: 3 Graph showing the quality level of Sujala PVC.

No of Respondents
20 15 10 5 0 High Low Reasonable Cant say Total

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4. Does the company take up the dealers promotional schemes? Concept : This question is put to know whether the company offering any promotional schemes to dealers. Table:4 Table showing whether SUJALA Company offers any promotional schemes to dealers. S.No 1 2 3 Graph: 4 Graph showing dealers promotional schemes
No of Respanders
20 15 10 5 0 Yes No Total

Dealers opinion on promotional schemes Yes No Total

No. of Respondents 5 15 20

Percentage 25% 75% 100%

Analysis: From the above table it is clear that respondents opinion that SUJALA company is not offering satisfied promotional schemes to dealers. Interpretation: Majority of the respondents opinion that company is not providing promotional schemes. Market Implication: A growing organization must provide promotional schemes to its dealers in order to increase the market share. 39

5. What type of customers you are targeting while promoting SUJALA PVC Pipes? Concept: This question is put to know the field of usage of SUJALA PVC Pipes Table: 5 S.No. 1 2 3 4 5 Graph: 5 Graph showing types of customers, dealers target for sale of SUJALA PVC Pipes. Target Customers Agriculture Environment Household Industries Total No. of Respondents 8 0 5 7 20 Percentage 40% 0 25% 35% 100%

Analysis: From the above table we could analyze that 40% of the respondents targeting Agriculture field, 25% Household, 35% Industries. Interpretation: Majority of respondents are targeting Agriculture and Household field to market SUJALA PVC Pipes. Market Implication: Dealers perceived that SUJALA PVC Pipes.in the market can be Sold for household and agriculture 40

6. The question is put know that the effect of marketing activities on customer awareness. Table : 6 Table showing methods used by SUJALA Company to create customer awareness. Sl.No. 1 2 3 4 5 Aware of Dealers Electronic Media Print Media Outdoor Media Word of mouth Total No. of Respondents 7 3 0 10 20 Percentage 35% 15% 0% 50% 100%

Graph: 6 Graph showing methods used by Sujala Company to create customer awareness.

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Analysis: From the above table we could analyze that 50% of the dealers aware SUJALA PVC Brand through Word of mouth. 35% of the dealers aware SUJALA PVC Brand through Print Media. 15% of the dealers aware SUJALA PVC Brand through outdoor media. Interpretation: Most of the dealers are aware of SUJALA PVC Brand through word of mouth. Market Implication: Word of mouth play major role in marketing SUJALA PVC brand.

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7. What is your opinion about the dealers margin provided by SUJALA PVC Pipes? Concept: This question is put to know profit margin provided by SUJALA PVC Pipes to its dealers. Table: 7 Table showing dealers satisfaction towards profit margin provided by SUJALA Company. S.No. 1 2 3 4 5 7 Dealers Margin Excellent Good Average Poor Total No. of respondents 0 5 13 2 20 Percentage 0 25% 65% 10% 100% Graph :

Graph showing profit margins

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Analysis: From the above table we could analyze that 65% of the respondents said profit margins are poor, 25% of the respondents said the profit margin is good. Interpretation: The company given profits margins are not satisfying the dealers. Market Implication: Dealers are play major role sales of the PVC pipes, please concentrate on dealers margins.

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8. Give the points from 1 to 5 for the following. Concept: This question is put to know the dealers opinion about factors influencing the SUJALA PVC Pipes. Table: 8 Table showing rating scale given to dealers and know about the various factors that influence SUJALA PVC Pipes.
S.No. 1 2 3 4 5 6 7 Factors Price Quality Transport Allowances Sales Consistency Payment Terms Advertising Total Very bad 0 0 0 0 0 0 % Bad 0 0 0 1 0 5 25 5 % Moderate 4 1 1 15 17 2 % 20 5 5 75 85 10 Good 16 18 16 4 3 13 % 80 90 80 20 15 65 Excellent 0 1 3 0 0 0 % 5 15 Total % 100 100 100 100 100 100 Total 20 20 20 20 20 20

Graph:8 Graph showing rating scale to given to dealers and know about the various factors that influences the SUJALA PVC Pipes.

100% 80% 60% 40% 20% 0%

od % er -a te Ve ry % -e lle nt % ba d % % G oo d Ba d

45

Ex c

Advertising Payment Terms Sales Consistency Allowances Transport Quality Price

Analysis: Price: From the above table we could analyze that 80% 0f the dealers opinion is good. 20% dealers opinion is Moderate. Interpretation: Majority of dealers having good opinion towards price. Market Implication: Price is one of the important factor and it must be better than competitors Quality: From the above table we could analyze that 90% of the dealers opinion is good. 5% dealers opinion is Moderate. 5% dealers opinion is Excellent. Interpretation: Dealers are having Good opinion towards Quality. Market Implication: Quality is one of the most important factor and it must be better than competitor. Transport Allowances: From the above table we could analyze that 80% 0f the dealers opinion is good. 5% dealers opinion is Moderate. 15% dealers opinion is Excellent. 46

Interpretation: Dealers are having Good opinion towards Transport Facilities. Market Implication: Transport facilities plays important role in the market. Sales Consistency: From the above table we could analyze that 75% dealers opinion Moderate. 5% dealers opinion is Good. 15% dealers opinion is Bad. Interpretation: Majority of the dealers are having moderate opinion towards sales consistence. Market Implication: SUJALA pipes have constant demand in the market. Payment Terms: From the above table we could analyze that 85% dealers opinion Moderate. 15% dealers opinion is Good. Interpretation: Majority of the dealers are having moderate opinion towards Payment Terms. Market Implication: SUJALA PVC pipes Should provide flexible payment terms to its dealers.

47

Advertising: From the above table we could analyze that 65% dealers opinion good. 25% dealers opinion is bad 10% dealers opinion is moderate. Interpretation: Dealers are having good opinion towards advertising. Market Implication: An organization must be promote effective advertising activities to promote its activities.

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9. Are you satisfied with the availability/ supply of SUJALA pipes Concept: This question is put to known availability / supply of SUJALA pvc pipes to its dealers Table 9: Table showing dealers satisfaction towards availability / supply of SUJALA company No. of S.No. Dealers opinion Percentage Respondents 1 Satisfied 20 100% 2 Moderate 0 0 3 Dissatisfied 0 0 4 Total 20 100%

Graph 9
Graph showing supply / availability of SUJALA PVC pipes No. of Respondents 25 20 15 10 5 0 Satisfied Analysis: From the above table it is clear that respondents opinion that SUJALA company is satisfied availability / supply Interpretation: Majority of the respondents are having satisfied opinion towards SUJALA PVC pipes Market Implementation: 49 Moderate Dissatisfied

No. of Respondents

Availability / supply facilities plays important role in the market 10. What are the various payment modes offered by the company? Concept: The question is put to know the payment mode given by SUJALA Company to their dealers. Table:10 S.No. 1 2 3 4 Graph:10 Graph showing payment modes provided by Sujala Company to its dealers. No. of Respondents 25 20 15 10 5 0 Ready cash Analysis: From the above table we could analyze that : Majority of the respondents say that company is offering Ready cash. Credit Cheques No. of Respondents

Payment Modes Ready cash Credit Cheques Total

No. of Respondents 20 0 0 20

Percentage 100% 0 0 100%

Interpretation: Ready Cash is the major payment modes offered by the company. Market Implication:

50

An organization must provide Ready cash and credit modes of payment. 11. What is your monthly target in number of pipes? Concept: The question is put to know the monthly target of selling SUJALA PVC Pipes. Table: 11 Table showing target achieve by dealers compare to others. S.No. 1 2 3 4 5 No. of Pipes 100-500 500-1000 1000-2000 Above 2000 Total No. of Respondents 5 4 3 8 20 Percentage 25% 20% 15% 40% 100%

Graph:11 Graph showing monthly target of SUJALA PVC Pipes.

Abov e 10002000
Analysis:

No. of Respondents 100500 1005001000

500

From the above table we could analyze that 25% of the respondents sell 100500 pipes. 20% of the respondents sell 500-1000 pipes. 15% of the respondents sell 1000-2000 pipes. 40% of the respondents sell above 2000. Interpretation: Majority of the respondents are selling above 2000 pipes with in one month. Market Implication: 51

SUJALA PVC Pipes have got increasing demand in the market.

52

12. Rank the major competition brand of SUJALA PVC Pipes? Concept: The question is put to know the competitors of SUJALA PVC Pipes. Table:12 Table showing various competitors that have competition with SUJALA PVC Pipes.
S.No. 1 2 3 4 5 Different PVC Pipes Sujala Vasavi Srilaxmi Sudhakar jayasri I 18 2 0 0 0 % 90 10 0 0 0 II 2 15 0 0 20 % 10 75 III 0 1 0 1 14 5 70 % 0 5 IV 0 1 3 19 2 5 15 95 10 % V 0 0 17 0 1 8.3 85 % Total % 100 100 100 100 100 Total 20 20 20 20 20

Graph:12 Graph showing various competitors that have competition with SUJALA PVC Pipes.

Analysis: From the above table we could analyze that 1st Rank: 90% of the dealers rank the SUJALA as 1st.

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 10% of the dealers rank the Vasavi as 1st. 2nd Rank: 10% of the dealers rank the SUJALA as 2nd. 75% of the dealers rank the Vasavi as 2nd. 20% of the dealers rank the jayasri as 2nd 3rd Rank: 5% of the dealers rank the Vasavi as 3rd . 5% of the dealers rank the Sudhakar as 3rd . 70% of the dealers rank the Jayasri as 3rd . 4th Rank: 5% of the dealers rank the Vasavi as 4th. 15% of the dealers rank the Srilaxmi as 4th. 95% of the dealers rank the Sudhakar as 4th. 10% of the dealers rank the Jayasri as 4th. 5th Rank: 85% of the dealers rank the Srilaxmi as 5th. Interpretation: In the market, dealers rank the different competitors to SUJALA PVC Pipes as follows: Rank 1: SUJALA Rank 2: Vasavi Rank 3: jayasri Rank 4: Sudhakar Rank 5: Srilaxmi

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Market Implication:Other than SUJALA PVC Pipes Vasavi and jayasri are one of the major players in PVC Industry. 13. Rank the factors that has motivated to take up SUJALA PVC Pipes Dealership Concept: This question is put to know the factors, which has motivated the dealers to take dealership of a SUJALA company product. Table:13 Table showing factors that motivate dealers to take up dealership of SUJALA PVC Pipes
S.No. 1 2 Factors High Margin Good response rate Free Transport Facility Brand Image Company Relationship I 0 0 % II 0 7 1 9 1 2 35 % III 1 11 % 5 55 IV 5 2 % 25 10 V 14 0 % 70 Total % 100 100 Total 20 20

3 4 5

1 19 0

5 95

95 5 10

0 0 15

0 0 75

0 0 3

0 0 15

0 0 0

100 100 100

20 20 20

Graph:13 Graph showing factors that motivate dealers to take up dealership of SUJALA PVC Pipes.

55

100% 80% 60% 40% 20% 0% I % II % III % IV % V % Analysis: From the above table we could analyze that 1st Rank: 95% of the dealers rank brand image. 5 % of the dealers rank free transport facilities. 2nd Rank: 35% of the dealers rank good response rate. 95% of the dealers rank free transport facilities. 5% of the dealers rank brand image. 10% of the dealers rank company relationship. 3rd Rank 5% of the dealers rank high margin. 55% of the dealers rank good response rate. 75% of the dealers rank company relationship. 4th Rank 10% of the dealers rank good response rate. 15% of the dealers rank company relationship. 5th Rank 70% of the dealers rank high margin. Interpretation: 56

Company Relationship Brand Image

Free Transport Facility Good response rate High Margin

In the market, dealers rank different factors of SUJALA PVC Pipes as follows Rank 1: Brand image Rank 2: free transport facilities Rank 3: company relationship Rank 4: Good Response rate Rank 5: High Margin Market Implication: Brand image, free transport facilities, company relationship are the main factors which motivate the dealers to take dealership of a company. 14. What is your overall opinion about SUJALA PVC Pipes Concept: This question is put to know the dealers opinion towards SUJALA PVC Pipes. Table:14 Table showing dealers opinion towards SUJALA PVC Pipes. S.No. 1 2 3 4 5 Graph:14 Graph showing dealers opinion towards SUJALA PVC Pipes. Opinion on Pipes Excellent Good Poor Very poor Total No. of Respondents 3 16 1 0 20 Percentage 15% 80% 5% 0 100%

No. of Respondents 1 0 3

16

Excellent Good Poor Very poor

Analysis: 57

From the above table we could analyze that 15% of the respondents say the SUJALA PVC Pipes are excellent in always 80% of the respondents say the SUJALA PVC Pipes are good. 5% of the respondents say the SUJALA PVC Pipes are poor. Interpretation: Majority of the respondents are having good opinion towards SUJALA PVC Pipes Market Implication: SUJALA PVC Pipes have got good image in the market.

CHAPTER-V
58

FINDINGS Majority of the dealers are not benefited with the companys promotional schemes. SUJALA dealers are mainly targeting Agriculture and household for sale of pipes compare to other customers like industries and environment. Most of the customers are come to know about pipes through dealers but not through company marketing activities. Profit margin provided by company is not encouraging to its dealers. Price, Quality, Transport Facilities, Sales Consistency, Payment terms and Advertising are the important factors from the dealers point of view. Majority of the dealers are selling more than 2000 pipes per month. Vasavi pipes is the major competitor for SUJALA pipes followed by Sudhakar and Sri lakshmi . Brand Image, Free transport facilities, Company relationship, Good response and High margin are the important factors, which motivate the dealers to take dealership.

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 PVC

In the study most of the dealers were satisfied with quality of SUJALA

Many dealers dissatisfied regarding the rising in strategy SUJALA PVC

followed by

SUGGESTIONS Company should provide credit facility to its dealers if they achieve specified targets considering their past performance records. Since the dealers are mainly targeting Agriculture Field and household, the company should motivate them to consider other fields of the market like Industries and Environment. Since the company marketing activities are not performing well in order to make aware of its products, the company should increase it advertisement activities. The company should give an ad in televisions with respective regional languages and try to put hoardings near bus stands and railway stations covering rural areas also. Company should start awareness of SUJALA PVC pipes through company executives. Why because when the dealer switching to other brand product have constant demand in the market.

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 are

The company should stop promoting counter sales in the market, which covered by counter sales. Even though company is providing profit margins are not satisfied dealers with this margin. So the company must provide some value added schemes along with this margin like providing discounts &offers.

The

company

should

consider

Price, Transport Facilities, Sales

consistency, Payment terms as the important factors while taking dealership. Because the company must concentrate on these factors. The company should manufacture quality pipes than its competitors with respect to Price, Quality and Transport Facilities also provide better promotional schemes to it dealers than competitors. Monthly feedback must be taken from dealers to have better relationship with the company. The company should not encourage new dealership has the present number of dealers is already more then the required level.

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SUMMARY The dealers are not benefited with the promotional schemes provided by the SUJALA Company. Dealers are mainly targeting Agriculture field Household for sale of pipes, because of the Agricultural activities carried out more in the Kurnool Area. Profit margin provided by SUJALA Pipes Pvt. Ltd. is not encouraging to its dealers due to counter sales in SUJALA Company. Price, Quality, Transport Allowances, Sales Consistency, Payment Terms and Advertising are the important factors from the dealers point of view; Vasavi Pipes is the major competitor for SUJALA PVC Pipes followed by Jayasri, Sudhakar etc. Brand Image, Transport facilities, Company Relationship, Good Response and High Margin are the important factors, which motivate the dealers to take dealership.

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CONCLUSIONS
It is concluded that dealers prefer SUJALA pipes in terms of sales, when compare to other brands like Sudhakar PVC and Lakshmi PVC It is concluded that SUJALA PVC Pipes provides a better quality of pipes to Agriculture and household. It is concluded that more demand for the SUJALA PVC Pipes, dealers play major role in the sales. It is concluded that better quality provided by SUJALA Company has move into market with better competition with other brands. It concluded that most of the dealers are have bad opinion on dealers margins because they are preferred to dealers margins are motivating factors to sales of SUJALA PVC Pipes. It concluded that company should start the counter sales through dealers to satisfy the dealers. 63

It concluded that free transport facility brand image are play major role to take dealership.

Even though SUJALA Company did not provide better payment terms and better advertising then also it has hold the better position in the market. Among these all the above mentioned factors SUJALA PVC Pipes play a better role in the market in Kurnool.

BIBLIOGRAPHY
1 Leon. G. Schiffman & Leslic Lazar Kanukl (2004), Consumer Behaviour 8th Edition, Pearson Education, Pg.No. 159 177. 2,3,4 Suja.R.Nair (2004), Consumer behaviour Indian perspective, 1st Edition, Himalaya Publishing House, Pg. No-40-57. 5 Michael R. Soloman (2004), Consumer behaviour, PublishingPearson education, Pg.No. 41. 6,7,8,9,10 Annet Coughlan ,Erin Anderson,Louis W.Stern, (2004), Marketing channels(6th edition), Publishing-Pearson education, Pg.No-246-249. 11 Philip Kotler,Gary Armstrong, (2006), Prinsiples of Marketing, (11th Edition), Publishing-Pearson education, Pg.No- 382 397 G.C. Ben "Marketing Research", Tata McGraw - Hill Publishing Company Limited Fourth Reprint 2002, pp.23.

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http://www.google.co.in/search? hl=en&q=Dealer+Perception&btnG=Google+Search&meta=

A STUDY ON DEALERS PERCEPTION TOWARDS SUJALA PVC PIPES QUESTIONNAIRE Name of the Dealer Name of the shop Address : __________________________ :__________________________ : __________________________

1) From how many years have you been dealing with SUJALA PVC pipes? 1-3 3-5 5-10 above 10 years

2) How are the sales of other brand when compared to SUJALA PVC Pipes? Superior Average Inferior Cant say

3) How do you rate the pricing of SUJALA PVC to compared to other brand? Low Reasonable High Cant say

4) What type of promotional schemes are being offered by the company? 65

No

Yes

If yes, specify the type of promotional Schemes____________________ 5) What type of customers you are targeting while promoting SUJALA PVC pipes? Agriculture Environment Household Industries

6) With media that has created awareness of SUJALA brand? Electronic media Out door media print media word of mouth

7) What is your opinion about the dealer margin provided by SUJALA PVC pipes? Excellent Good Average Poor Very poor

8) Give the points from 1 to 5 for the following FACTORS PRICE QUALITY TRANSPORT ALLOWANCES SALES CONSISTENCY PAYMENT TERMS ADVERTISING 66 VERYBAD BAD MODERAT E GOOD EXCELENT

9)Are you satisfied with the availability /supply of SUJALA pipes? Satisfied Moderate Dissatisfied

10) What are the various payment modes .offered by the company? Ready cash Credit Cheques

11) What is your monthly target (in number of Pipes) 100-500 1500-1000 11000-2000 Above 2000

12) Rank the major competing brand of SUJALA PVC pipes SUJALA pipes Vasavi pipes Jayasri pipes Sudhakar pipes Sri lakshmi pipes ( ( ( ( ( ) ) ) ) )

13) Rank the factors that has motivated you to take up SUJALA PVC pipes dealership High margin Good response rate Free transport facilities Brand image Company relationship ( ( ( ( ( ) ) ) ) )

14) What is your overall opinion about SUJALA PVC pipes? Excellent Good Average Poor Very Poor

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___________________________ ___________________________ THANKING YOU SIR

DEALER SIGNATURE

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