Summer Training Project Report

On

Study on consumer buying Behavior and level

of satisfaction at Nilkamal Ltd.
Submitted to:

KCC Institute of Management

Knowledge Park- I, Greater Noida
Under the Guidance of
Prof. Arun Prakash
Submitted towards the partial fulfillment of PGDM
Program
(2011-13)

Name of the student: - Vikash Kumar

Roll no 201102039

PREFACE
The research report program is designed to give the impact to a candidate who would be the
manager of the future. It gives idea about the corporate happing and markets position. The real
life position is entirely different from stimulate exercise enacted in an article environment inside
the class room. It is because of the reason that the research report programmed is designed so
that the manager of tomorrow does not feel odd when the time comes to should the
responsibility.
The experience that I have gathered during my research report has certainly provide me a
remarkable experience,

which I believe that will help me to shoulder any assignment

successfully in future.
By going through the research one can find my work more informative & interesting by knowing
the various view point of the respondent. The finding and interpretation gives a clear picture
about the streamlining the sale and distribution. Of course every study has some limitation,
which is mention on the last.

DECLARATION

The summer training project on CONSUMER BUYING BEHAVIOUR AND LEVEL

OF SATISFACTION AT NILKAMAL LTD. under the guidance of Mr. Uday Pankaj
Dwivedi , Regional Manager at NILKAMAL LTD., Patna is the original work done by
me. This is the property of KCC Institute of Management, Greater Noida & use of this
report without prior permission of the institute will be considered illegal & actionable.

Date :

Signature
VIKASH KUMAR
Roll no.- 201102039

ACKNOWLEDGEMENT

It is the great pleasure to have this opportunity for the preparation of this project. We have highly
obliged by KCC Institute of Management for giving the opportunity of this dissertation.
We take an opportunity to acknowledge our indebted to Honorable Chairman Sir Dr. Deepak
Gupta, and the entire respected Faculty for making available all facilities in fulfilling the
requirement for the reasonable work.
I wish to acknowledge my thanks to Prof. Arun Prakash my guide for their valuable cooperation and efforts for the preparation of this project.
I also thank to all the staff members who helped and guided me from time-to-time in fulfilling
my training successfully.
Last but not the least, I am also very much thankful to our parents, brother and sisters for their
continuous encouragement and moral & financial support during this project and other people
who helped us in preparing this project knowingly and unknowingly.

Date: -

VIKASH KUMAR

Place: - NILKAMAL LTD.

PGDM, 2011-13 Batch

(A-183, P.C. Colony, Kanakarbagh, R.O. Patna)

Roll no. - 201102039

Table of Contents
Chapter I - Introduction to the consumer buying Behavior
Chapter II - Company Profile

Chapter III - Research Methodology

Chapter IV Analysis of Data

Chapter V Finding & Analysis

CHAPTER - 1
Introduction to the consumer buying
Behavior

CHAPTER 2
COMPANY PROFILE

ABOUT THE COMPANY

Nilkamal Plastics is Asia s largest plastic processor of moulded products. We make
products that have changed the very nature of the good transportation and furniture
industry in this region.
The NILKAMAL GROUP, India's leading manufacturer of Moulded Furniture and
Material Handling Crates having a turnover in excess of US$ 100 million and is also the
world's largest manufacturer of moulded furniture.
The group commands market leadership in India with five state of the art manufacturing
facilities in various states of India accredited with quality certificates like ISO 9001 &
ISO 14000. The group has not only limited its manufacturing operations in India but have
also gone beyond Indian boundaries with its expertise in the field of plastics and has set
up Joint venture manufacturing facilities in Sri Lanka (again an ISO 9001 certified unit)
as well as Bangladesh. Apart from having overseas manufacturing facilities the group
also has a warehousing facility along with a marketing office set up in Ajman Free Zone,
United Arab Emirates which will cater to the requirement of customers in the Middle East
& the African continent.
The group has a wide array of products in both the furniture as well as crates segment.
The Furniture product range comprises of Chairs, Dining Tables, Coffee Tables, Trolleys,
Shoe racks, Multipurpose racks, Baby chairs stools etc to mention a few. As regards
crates the group has all sizes of crates that cater to various industrial applications.
Innovation is also a major asset of the group and hence they are able to add at least 10
new products to the already existing wide range.

MATERIAL HANDELING

MATERIAL HANDELING

Plastic crates have revolutionized Material handling in India and NILKAMAL has been
the pioneering spirit in this revolution.
Nilkamal manufacturer has a large variety of moulded crates to suit different purpose
across a wide gamut of industry.
Nilkamal has been in the material handling business for 20 years now- starting with the
first plastic crates ever to be made in India for the diary industry.
They lay great emphasize on design, keeping in mind the importance on transport
productivity, quality, space utilization & cost effectiveness. Today Nilkamal has promoted
the usage of these crates in almost every sector of the economy, with tremendous benefits
accruing the users.
For the convenience of users crates are being categorized based on the most popular
model sold in each industry.

CORPORATE WORLD

CORPORATE WORLD
Nilkamal's mission is to 'provide value through convenience' to its consumers. We aim at
attaining a firm grip on the market through value initiatives directed towards our
stakeholders. Since inception, Nilkamal has traveled in only one direction: upwards.
There has been no looking back and the company has persevered to attain market
leadership in this industry. In the first year of production itself, the company witnesses a
profit of more than Rs. 5 crores. The compounded growth has been 30% annually and
today the annual profits have reached Rs. 12 crores and 37 lakhs. Through our years we
have proven this track record.

DIRECTORS

Directors

MR VAMAN V PAREKH, 70 (Chairman)

Mr. Vaman Parekh, one of the founders of Nilkamal Group has been
instrumental in making Nilkamal a name to reckon with in the plastics industry.
Under his supervision, the production and technical activities of the Group have
helped Nilkamal emerge as the most revered brand name in the plastics
industry. Besides these, he has also taken part in many social activities; he has
been the Chairman of many plastics organization and other social groups.

MR. SHARAD V PAREKH, 60 (Managing Director)

Mr. Sharad V Parekh, the co-founder of Nilkamal Group can be credited with
having pioneered the Material Handling business in India. He has played an active
role for more than three decades in providing material handling solutions to varied
requirements of almost all industrial and thus enabled Nilkamal emerge as an
expert Material handling player in India. He plays an active role in organizations
related to plastics and other social activities.

MR. HITEN V. PAREKH, 42 (Executive Director)

Mr. Hiten V. Parekh monitors the day to day operations of the company. With his
hands on experience in the production and technical activities, he supervises the
overall functions of the Group. He has been instrumental in launching @HOME
-The complete Home Solutions Store with refreshing furniture and accessories
which is the Group's new venture in Furniture.

MR. MANISH V. PAREKH, 37 (Director)

Mr. Manish V. Parekh, the Head of the furniture division presides over one of the
fastest growing business in the country. He is the pillar behind the enormous dealer
network which is responsible for catering to requirements from the remotest region
of the country. He monitors the daily functions of the plastic furniture division.
Under his guidance, @HOME has grown in a short span of time to provide quality
furniture, accessories, design solutions, professional guidance, interest free loans,
etc

MR. NAYAN S. PAREKH, 33 (Director)

Mr. Nayan S. Parekh, the Head of the Material Handling Division, is steering
Nilkamal to a strong position in the international Material handling industry. A
Bachelors in Plastics Engineering from UMASS, Lowell, USA, he has worked
hard to innovate, design and provide material handling solutions comparable to
international standard.His aim at making Nilkamal a One Stop. Material Handling
Shop for all industries by providing solutions in plastics and metal is
revolutionizing the Material handling industry. He is the brain behind Nilkamal
Bito Storage Systems Pvt. Ltd., which is a Joint Venture between Nilkamal and
Bito Lagertechnik Bittmann GmbH, Germany. This Joint Venture company will
commence manufacture of metal racking and shelving systems in India by Jan'07.

PLANT LOCATION

Nilkamal has business presences in over 30 locations all over

the country and manufacturing facilities in all four corners of
the region.

West India

A) Kharadpada, Silvassa (Union Territory- Factory of NILKAMAL Crates &

Bins Pvt. Ltd.)
The ISO 9001: 2000 factory complex has an area of 35,000 sq.meter with an
installed capacity of 9000 metric tons Per Annum.
This factory houses manufacturing facilities like Injection moulding,
Rotational moulding, Polypropylene Corrugated box, Vacuum forming &
Blow moulding product. This factory is primarily focused on Material
Handling products and OEM products for customers such as defense,
automobile manufacturer etc.

B) Vasona, Silvassa (Union Territory)

This 30,000 sq. meter, ISO 9001:2000 factory complex has an installed
capacity of 13,500 metric tons Per Annum at present for manufacturing of
Moulded Furniture & Material Handling Crates.

C) Sinnar- Nashik (Maharashtra)

This 22,000 sq. meter, ISO 9001:2000 factory complex has an installed capacity of
6800 metric tons Per Annum primarily to manufacture crates for Fruits &
Vegetable industries.

North India
Greater Noida (Uttar Pradesh)
This 16,000 sq. meter, ISO 9001:2000 factory complex has an installed capacity of
11,500 metric tons Per Annum for manufacturing of Moulded Furniture & Material
Handling Crates

South India
Pondicherry (Union Territory)
This plant is manufacturing Moulded Furniture System & Material Handling
products.
This 13,500 sq. meter, ISO 14000 factory complex has an installed capacity of
6200 metric tons Per Annum.

East India
Barjora (West Bengal)
This 50,000 sq. meter factory complex is 9001:2000 certified, has an installed
capacity of 6200 metric tons Per Annum catering to Moulded Furniture & Material
Handling Crates business.

Over seas Subsidiaries

Sri Lanka: Columbo

(NILKAMAL Eswaran Plastics Pvt. Ltd.)
The company has extended its business to other countries through exports. Sri
Lanka is considered as the growing market for our goods. In a Joint Venture, the
company has set up a plant near Columbo. This 10,500 sq. meter, ISO 9001:2000
factory complex has an installed capacity of 7500 metric tons Per Annum for
Moulded Furniture & Material Handling Crates

Bangladesh:
Dhaka (NILKAMAL Padma Plastics Pvt. Ltd.)
As part of our expansion program, the Company has established a Joint Venture in
Bangladesh. This 12,500 sq. meter ISO 9001:2000 factory complex has an installed
capacity of 2200 metric tons Per Annum manufacturing Moulded Furniture &
Material Handling Crates.

COMPETITOR

COMPETITIOR
Nilkamal faces competition in the field of plastics products manufacturing mainly
from two competitors: Prince
Supreme

Prince

PRINCEWARE International Pvt. Ltd is Indias No. 1 manufacturer and exporter

of plastics houseware, thermoware and furniture. PRINCEWARE is known for its
quality products manufactured as per the highest international standards. The
process involves usage of 100% virgin plastics raw material, moulded at state-of
the-art manufacturing facilities. PRINCEWARE is ISO 9001:2008 certified and is
also the winner of Indias most prestigious exports award PLEXCONCIL, since
1984.
Keeping the customers needs in mind they have been extending PRIVATE CABLE
facility to select clients for bulk supplies of products. They also provide in house
design to keep the client make a choice. With a view to reduce their dependance
and turnaround time, they have established their own facilities, for table , bar
codes, printing catalog & leaflets. This reduces the lead time in big way resulting
in fastest delivery to clients.
Starting their exports in 1976 today Prince product fined their way to over 50
countries from South America , USA, Africa, and Gulf to Fiji island in the east.

They are rapidly developing the domestic market s with

networks of 150 distributors, dealer, stokiest already in place.
Their focus is also concentrated on institutional selling . their client include among
other of Uniliver (India) Pvt. Ltd. , P&G, Nirma, Godrej, Colgate , Palmolive,
Boost India , Pepsi, Coca Cola, Reliance Industries and etc.
Today PRINCE with its unique monogram enjoys a high brand image globally.
PRINCE has been certified by DNV ccertification B.V. under accreditation of the
Dutch Council for Accreditation (RvA) as a Quality Management System Standard
for design , manufacturing , development and marketing of all the products . they
are the only ISO 9001/2000 certified house ware company in India.

SUPREME

The supreme group is among India dynamic, fasted growing

conglomerates acknowledgement leader in the country
plastic industry, with a group turnover in excess of Rs. 12,000 million (US$
293 Million).

The group units together process over 82,000 tons of polymers every year
among the largest volume in India.
The group 20 sophisticated manufacturing plants feature the world finest
technologies thanks to strategies collaboration with global leader like:
Wavin (Netherlands), Schoeller (Germany), Rasmussen (Switzerland) and
etc.

Supreme offer product like PVC fitting & pipes, moulded furniture, crates,
packaging films, Industries moulded product etc.

Other Feature
I . Supreme is one of India's largest manufacturing of crates,
2. World class facilities fo ' r product engineering, manufacturing
and Research & Development.
3. Nearly 100 different models of crates and bins offered.
4. Customized product development also undertaken.

5. Among the largest supplier of bottle crates to Coca-Cola &Pepsi.

6. License of scholars, Germany for bottle crates moulds.

The first India plastic company to get ISO 9002 certificate for one of its units,
Supreme is trying to get its entire plants network and operation certified
within the next three years.

Having harnessed frontline technology. Supreme has committed substantial

resources to new product application development e.g. PVC-SWR system,
cross laminated film tarpaulin, greenhouse covers and industrial racks etc.

Supreme product have found ready acceptance overseas from Australia to the
Middle East Europe to Africa.

SUCCESS STORY

SUCCESS STORY

To describe Nilkamal plastics evolution from a small family owned plastics

button maker to India leading listed company in moulded plastics furniture is
a simplistic way of describing its success story. So we will throw in the fact
that the Rs. 400 crore company, which is also into material handling
product, is the world's largest manufacturer of plastic furniture, has establish
its presence beyond . India shores, It operates out of neighboring ma ets like
Bangladesh and Sri Lanka (where it is No I Brand) and enjoy and impressive
markets shares of close to 27% in India.
And it's the last bie that most significant, considering that the moulded plastic
business has been a commoditized one, dominated by a large number of local
players and only a handful of known brands such as VIP Modem, Supreme,
Prince and Cello.

Manish Parakh Director of Nilkamal plastics attributes the company success

to regular investment in two key areas Research & Development and brand
building. In its early day, the fully moulded plastic chair was a novelty an
exciting alternative to the heavy and unglamorous looking wood and mortal
chairs.

"People were shifting from steel and wood to plastic as they

were light, durable, inexpensive" say Parakh. That they also
gave a wide choice of eye catching colors and design helped. But there was a
hitch while plastic furniture was doing very well in the institutional segment,
such as offices, restaurant and in the outdoor public places, the idea did not
find enough
acceptances in the home segment. The reason was that consumers did not see
plastic furniture as belonging to the living room, and bough it mostly for
outdoor use. Nilkamal introduced innovative design and color that went
beyond the plain vanilla look, such as decorative chairs and wood and
granite finish. "We had to look for designs which fit indoors" says Parakh.
The industry also got a shot in the arm with Reliance's Hamnagar plant
coming up in 1990, and the supply of polypropylene, one of the key
ingredient, overshot demand for the first time. With input cost down,
moulded furniture become a lot more affordable. Volumes went up but.
bought its own share of problem, such as high cost of transportation through
it weight less, Plastic furniture occupies a lot space. The solution was to
decentralize manufacturing, through regional plants, to reduce freight costs.
The first plant come up at Sinner in Maharahstra in 1991, and was followed
by other in Silvassa, Pondicherry, Noida and West Bangal.
The multi location strategy also helped counter local players, who were more
nimble footed and aggressive and often copied design and models, tweaking
them slightly to avoid design patent issues.
Simultaneously, the distribution network was ramped up and today, Nilkamal
has an impressive 27 branches across the country, with 430 direct distributors
over 15,000 dealers and a 100 storage sales team. The distributor's selection
process is rigorous and every prospective partner is required to come down to
the company and here headquarters for a familiarization trip at their own

expense. Once in Mumbai, they are losted by the company and over a period
of two day's are taken through an orientation program that covers various
departments like marketing sales, account and quality. "We want them to
understand the culture of the company before the join". Say's Parekh. "By tee
time they leave they have met all the people on the way up. This way they
feel part of the company ftom day one.
The international business is also picking speed, and its Croma brand
launched in Bangladesh last year , is the second largest in that market. In Sri
Lanka, where operation were launched in 1999 the Nilkamal brand is already
the market leader, with over 75% market share. These say's Parekh time is
divided between the existing business and the @ home division, a new retail
chain of home famishing furniture and accessories. The first @ store has
been recently launched in Puna and will be followed up with two more in
Mumbai.
But the core business is where the action is, with input cost on the rise again.
Parakh say's local supplier resorting to using reprocessed material. Which is
lower quality that fresh or (virgin material). In fact's Nilkamal latest
commercial featuring actor Sanjat Suri address the issue. According to Parakh
over the next few year's the companies trust is going to be on penetration and
distribution especially in upcountry markers. He plans to take Nilkamal
markets share to 35% through classic designs and value added products like
cushioned sopha set designed chairs plastic cupboards and molded cabinets.
A new experiment card Nilkamal home ideas is also underway in urban
markets. Where in distributors are been supported in setting up stores next to
there offices were the entire ranges of Nilkamal furniture is displayed,
Clearly Parakh sees plenty offering for growth. Particularly in the chairs

business, which makes up for 80% of the plastic industry?

"Wherever there are two lakes, a chair can be placed" he
says..

INTRODUCTION OF RESEARCH

INTRODUCTION OF RESEARCH

Research is an important source of knowledge.

It is an activity related to a systematic research for relevant informational on

a topic for relevant information knowledge.
It is based on observing experience or some empirical evidence and so the out
come of research is aimed at the discovery of new facts.
It is not always the final solution of any problem and therefore, one research
offers field or relating to a particular problem.

Research are conducted both in physical sciences like Physics, Chemistry,

Zoology or Geology and Social Sciences like Sociology, Psychology,
Economics conducted by a variety of methods like historical method.

Descriptive method, experimental method, field study method or case study

method.
All these methods have got their own merits and demerits and used as per the
need of the researcher.
But in all cases, the results are useful in enhancing knowledge in a particular
field.

RESEARCH OBJECTIVE

RESEARCH OBJECTIVE

Problem Defining

Identification of new prospect and SWOT analysis of Nilkantal crates

and bins.

To know the markets share of Nilkamal crates and bins.

To find out the satisfaction level of Nilkarnal crates user.
Know the new prospects of Nilkamal crates and bins.
To have a comparative analysis of Nilkamal crates and bins of its
competitor.
To conduct a SWOT analysis of Nilkamal and its competitor.

RESEARCH METHODOLOGY
Significant of Study

The survey is significance in terms of gives the knowledge

about the Market Survey, New Prospects and SWOT
analysis of Nilkamal crates and bins. The universe comprise of the consumer
of Gorakhpur City. Generally all the consumers were targeted as this account
for maximum market share. Research Type:

Data Type:
Sample size: 166
Data Collection Method:
Data Collection Instrument:
Sampling Technique:
Descriptive Research
Primary Data
Questionnaire & Direct Interview Method
Personal Interview
NonProbablistic Convenion Sampling.

(1) Do you use material handling plastics crates?

Response

No. of respondent

Yes
No

Percentage (%)
50
50

83
83

Graph
90
80
70
60
50

Yes

40

No

30
20
10
0
No. of respondant

Percentage (%)

No. of respondant

Yes
No

Interpretation
The given chart and table show the no. of respondents who use material handling
plastics crates.
It was found that 50% of the respondents like to use material handling plastics
crates and 50% of respondents do not like to use plastics crates.
Those respondents who not using material handling crates are using metal box,
wooden box, plastic tray, Jute & Plastic Bags and etc.

(2) Which Brand of Crates do you prefer?

Name of Company

Nilkamal
Prince
Supreme
Syntax
other

No. of User
Percentage (%)
43.47
30.43
15.94
6.52
3.62

60
42
22
09
05

70
60
50
40
No. of User
30

Percentage (%)

20
10
0
Nilkamal

Prince

Supreme Syntax

other

No. of User
Nilkamal
Prince
Supreme
Syntax
other

Interpretation :
The given table and charts shows the brand preference of respondents in plastic
crates.
It was found that 43.47% of total respondents Prefer Nilkamal which is at the top
and the second preference of respondents is prince with 30.43% and third Supreme
with 15.94.

(3) How many crates do you use?

Response
Less than 100
Between 100-500
More than 500

No. of respondents
71
4
12

Percentage %
85.54 %
4.80 %
14.45 %

Graph

80
70
60
50
40
30

No. of respondents

20

Percentage %

10
50
0
th
an
M
or
e

10
050
0
Be
tw
ee
n

Le
ss

th
an

10
0

No. of respondents

Less than 100

Between 100-500
More than 500

Interpretation
The given table & charts shows that the total no. of crates used by respondents.
It was found that our 85.54% respondents majority of them are using less than 100
crates, 4.81 % of them use between 100 to 500crates and 14.45% of them use more
than 500 crates. Thus the majority of fever users are more than the more users in
the city of Gorakhpur.

(4) Which model of Crates do you use?

Response
Jumbo
Multi Purpose
FPO Crates
Ice boxes
Bottling crates

No. of respondents
21
42
6
12
8

Percentage %
25.30 %
50.60 %
7.22 %
14.45%
9.6%

Graph
45
40
35
30
25
20
15
10
5
0

No. of respondents

cr
at
es
Bo
tt
lin
g

Cr
at
es
FP
O

Ju
m

bo

Percentage %

No. of respondents
Jumbo
Multi Purpose
FPO Crates
Ice boxes
Bottling crates

Interpretation
The given table and charts shows the percentage of a various model of crates use
by the respondent.
If was found that majority of respondent is 50.60% of the total respondent prefer
multipurpose crates. The second position goes to Jumbo crates with 25.30%. Third
position goes for ice boxes with 14.45%. Fourth position goes for bottling crates
with 9.6% and users of other crates is 7.22% share. Thus it is clear that majority of
user prefer Jumbo and Multipurpose crates.

(5) What is the frequency of your purchase?

Response
Monthly
Quarterly
Half Yearly
Yearly

No. of respondents
0
0
0
83

Percentage %
00
0
0
100%

Graph
90
80
70
60
50

No. of respondents

40

Percentage %

30
20
10
0
Monthly

Quarterly Half Yearly

Yearly

No. of respondents
Monthly
Quarterly
Half Yearly
Yearly

Interpretation:
The given table and charts shows how frequently the respondent purchases the
crates.

It was found that crates out of 100% respondent majority of them prefer yearly
purchase of crates. None of the total respondent purchases the crates monthly or
quarterly and half yearly.

(6) On what basis do you purchase the crates?

Response
Brand Image
Quality
Price
Others

No. of respondents
11
29
39
4

Percentage %
13.25%
34.93%
46.98%
4.8%

Graph
45
40
35
30
25

No. of respondents

20

Percentage %

15
10
5
0
Brand Image Quality

Price

Others

No. of respondents
Brand Image
Quality
Price
Others

Interpretation :
The given table and charts shows the basis for the purchase the crates.
It was found that majority of people is 46.95% prefer price based purchase crates.
The second basis goes for quality with 34.93% and third 13.25 % and 4.8% is
brand image and other basis purchase of crates.

(7) Does price affect your buying behavior?

Response
Yes
No

No. of respondents
83
0

Percentage %
100%
0%

Graph
90
80
70
60
50

Yes

40

No

30
20
10
0
No. of respondents

Percentage %

No. of respondents

Yes
No

Interpretation
The given table & chart shows the effect of price of crates on buying behavior of
customer.
It was found that the outcome was a single response. Among 100 % of respondents
majority of them supported that the price of the crates has an affect buying
behavior.

(8) Who take the purchase decision of crates?

Response
Owner
Manager
Store incharge
Others

No. of respondents
120
38
5
3

Percentage %
72.28%
22.89%
3.01%
1.80%

Graph
140
120
100
80
60
No. of respondents

40

Percentage %

20

O
th
er
s

in
ch
ar
ge

St
or
e

M
an
ag
er

O
wn
er

No. of respondents
Owner
Manager
Store incharge
Others

Interpretation :
The given table & charts shows the person who take the purchase decision for
crates.
It was found that majority of times 72.28% of total respondent says that owner of
the enterprise takes the purchase decision for crates. 22.89% respondents say that
manager of the enterprisetakes purchase decision for crates. 3.01 of total
respondents say that store incharge take the purchase decision for crates. 1.80%
says that other person take the purchase decision.

(9) Are you satisfied with crates ?

Response
Yes
No

No. of respondents
59
24

Percentage %
71.08%
28.92%

Graph
70
60
50
40
Yes
30

No

20
10
0
No. of respondents

Percentage %

No. of respondents

Yes
No

Interpretation
The given table and charts shows that the satisfaction level of the cusomer with
performance of creates.

It was found that the majority of the respondent i.e. 71.08% of the total respondent
is satisfied with the performance of their creates.
While only 28.92% of the consumer were not satisfied with the performance of
their creates.

(10) From which medium you aware about the creates ?

Response
By Distributor
By Agent of Company
By Friends
Advertisement

No. of respondents
13
22
48
0

Percentage %
15.66%
26.50%
57.83%
0%

Graph
60
50
40
30
No. of respondents

20

Percentage %

10

By

Fr
ie
nd
s
By

D
is
tr
ib
ut
or

No. of respondents
By Distributor
By Agent of Company
By Friends
Advertisement

Interpretation
The given table and charts shows the source of awareness of consumer about the
creates.
It was found that 57.83% of total respondent get aware about the different model of
crates through friends, 26.50% of them get aware through agent of the company
and 15.66% aware by distribuor.
Advertisement of crates does not exist in the market that is why they not play any
role of aware people. Thus there is more need of advertisement of crates and bins.

(11) Should company focus on Distribution channel of Nilkamal product?

Response
Yes
No

No. of Response
166
0

Percentage %
100%
0%

Graph
180
160
140
120
100

Yes

80

No

60
40
20
0
No. of Response

Percentage %

No. of Response

Yes
No

Interpretation
The given table and charts shows the need of Advertisement and sales promotion
scheme for crates.

It was found that the mojority of 100% respondent are agreeing that is need of
more advertisement and sales promotion scheme for crates.

FINDING & ANALYSIS

FINDING AND ANALYSIS

Majority of users of crates i.e. 43.47% of total user prefer Nilkamal crates. The
second and third preference of prince & Supreme crates with 30.43% and 15.94%.

Majority of user i.e. 85.54% of total are minor user of crates, they use less
then 100 crates.
Majority user prefers Multipurpose & Jumbo crates with 50.60% & 25.30%.
The majority of user crates i.e. 100% prefer yearly purchase of crates.
Majority of people prefer Price as basis for purchase with 46.98%.
Majority of customer are price affecting buying behavior of crates.
Majority of 72.28% of total purchase decision taken by
owner.
I
Majority of respondent 71.08% are satisfying with the performance of
crates.
More need of Advertisement and Sales promotion schemes of crates and
bins.

SWOT ANALYSIS

SWOT ANALYSIS
STRENGTH:

Reputated brand image of Nilkamal.

Quality of Nilkamal products.
Durability of Nilkamal products
Strength of Nilkamal products.
Reliability of brand name.
Research & development and innovation about the new model, colors and
its uses.
Wide range of model. Satisfying customers need.
Innovative model and colors of Nitkamal product.
Effective and Efficient management and workforce.
Extensive market research through research agent.

Long lasting goodwill of the company It has well qualified staff which proper
attention towards the need of the consumer.

WEAKNESS

WEAKNESS
Nilkamal crates have high prices as compared its competitors (Prince&
Supreme),
Nilkamal concentrates only big user of crates & bins and miner
concentrates less user of crates & bins.
Nilkamal is not able to properly communicate its various models, new
innovation and its uses to the customers.
Distribution channel of Nilkamal is weak in comparison to its
competitors.
They do not have market share in family segment.
Peoples are not much aware about its all product.
Nilkamal doesn't provide proper sales promotion schemes.

OPPORTUNITY

OPPORTUNITY

Superiority in field of plastic crates markets.

Capturing the foreign markets.
Nilkamal cpn manufacturer special trolley for inverter and battery.
Special table and stand for computer system & television etc can be

manufactured.
Small trolley can be manufactured for home and departmental store.
Nilkamal can manufacture folding crates in order to save floor space
when not in use.
New opportunities are arising due industrialization and globalization.

THREAT

THREAT

The competitors of Nilkamal mainly Supreme and Prince can tend to eat into
the market share of Nilkamal with there much lower rates.

According to some crates user their quality is also comparable to the

Nilkamal crates.

In such a scenario Nilkamal will have to reduce the price of its crates other
wise it might lose its precious customers to it s Competitors.

CONCLUSIONS

Nilkamal is a customer friendly crate.

Next to Nilkamal are Prince and Supreme.
Prince and Supreme are growing day to day markets through its prices.
Price of Nilkamal is high comparison to its competitor.
Weak distribution channel of Nitkamal.
It's concerned only major user of Nilkamal Product.

SUGGESTIONS

Price of Nilkamal should be Justified( reduced).

Manufacture plastic plats display ray.
Manufacture plastic Defreedzer in Ice-manufacturing plant.
Height of Jumbo crates should be increase.
Width of handle crates should be increase.
Bottom of crates should be made stronger.
Folding crates should be manufacture.
Start's the Advertisement program of Nilkamal crates.
Made more aware program of Nilkamal crates and bins.
It must create an impressive Punch line of Nilkamal Product (No
compramise of quality& price is name Nilkamal).
More extensive distribution channel is required to move the product to
the customer.
Company should watch our retailer's price of Nilkamal crates.
Company should focus on low price and wide range of crates.

NEW PROSPECTS

New Prospects

1.Rubber Industry
2. Refinery Industry
3.Plastic Glass Industry
4.Storage

LIMITATIONS

LIMITATIONS

Few respondents don't co-operate with me in this survey.

Most of respondents didn't have time for supporting me in filling
Questionnaire.
Respondents were not excited in providing detail personal information.
At the pick time (Morning) some respondents didn't give the response due
to rush.
Those respondents who were not interested in buying the product, they
were support in filling the Questionnaire.
I have done my project in hot and humid summer which was very hard.

ANNEXURE

Questionnaire

I - Do you use material handling crates?

(a) Yes (b) No

2- Which brand of crates do you prefer more?

(a) Nilkamal

(b) Prince

(c) Supreme

(d) others

3- How many crates do you use?

(a) Less than 100 (b) Between 100 to 500 (c) M ore theD500

4- Which model of crates do you use?

(a).Tumbo (b) Multipurpose (c) JBC (d) Ice-Box (e) Others

5- What is the frequency of your purchase?

(a) Monthly (b) Quarterly (c) Half Yearly (d) Yearly

6-On what basis do you purchase the crates?

(a) Brand Image (b) Quality (c) Price (D) Other

7-Does Price affect buying behavior?

(a) Yes (b) No

(8) Who take the purchase decision for the crates?

(a) Owner (b) Manager (c) In charge (d)Other

9- Are you satisfied with crates?

(a) Yes (b) No

10- From which medium you aware about crates?

(a) By Advertisement (b) By Distributor (c) By Sales Agents (d) By Friends

11-- Should Company focus on Distribution of channel of Nilkamal product?

(a) Yes (b) No

Bibliography

Bibliography
Information about Nilkamal crates and bins is extracted searched from
market website.

 Research Methodology C R Kothari

Fundamental of statistics - S.C. Gupta

Marketing Research - Thomas C. Kinner