CHAPTER 1

1. INTRODUCTION
Glass is a non-crystalline amorphous solid that is often transparent and has widespread
practical, technological, and decorative usage in, for example, window panes, tableware,
and optoelectronics. The most familiar, and historically the oldest, types of glass are "silicate
glasses" based on the chemical compound silica (silicon dioxide, or quartz), the primary
constituent of sand. The term glass, in popular usage, is often used to refer only to this type
of material, which is familiar from use as window glass and in glass bottles. Of the many
silica-based glasses that exist, ordinary glazing and container glass is formed from a specific
type called soda-lime glass, composed of approximately 75% silicon dioxide (SiO2), sodium
oxide (Na2O) from sodium carbonate (Na2CO3),calcium oxide, also called lime (CaO), and
several minor additives.

Many applications of silicate glasses derive from their optical transparency, giving rise to
their primary use as window panes. Glass will transmit, reflect and refract light; these
qualities can be enhanced by cutting and polishing to make optical lenses, prisms, fine
glassware, and optical fibers for high speed data transmission by light. Glass can be coloured
by adding metallic salts, and can also be painted and printed with vitreous enamels. These
qualities have led to the extensive use of glass in the manufacture of art objects and in
particular, stained glass windows. Although brittle, silicate glass is extremely durable, and
many examples of glass fragments exist from early glass-making cultures. Because glass can
be formed or moulded into any shape, it has been traditionally used for
vessels: bowls, vases, bottles, jars and drinking glasses. In its most solid forms it has also
been used for paperweights, marbles, and beads. When extruded as glass fiber and matted
as glass wool in a way to trap air, it becomes a thermal insulating material, and when these
glass fibers are embedded into an organic polymer plastic, they are a key structural
reinforcement part of the composite material fiberglass. Some objects historically were so
commonly made of silicate glass that they are simply called by the name of the material, such
as drinking glasses and reading glasses.

Scientifically, the term "glass" is often defined in a broader sense, encompassing every solid
that possesses a non-crystalline (that is, amorphous) structure at the atomic-scale and that
exhibits a glass transition when heated towards the liquid state. Porcelains and many
polymer thermoplastics familiar from everyday use are glasses. These sorts of glasses can be

1
made of quite different kinds of materials than silica: metallic alloys, ionic melts, aqueous
solutions, molecular liquids, and polymers. For many applications, like glass
bottles or eyewear, polymer glasses (acrylic glass, polycarbonate or polyethylene
terephthalate) are a lighter alternative than traditional glass.

Other major advancements in glass production have resulted from:

• Continuous large - scale production;

• Longer furnace lifetimes (typically 12-15 years, but in some cases (flat glass) even longer);

• Improved thermal efficiency;

• New production techniques (such as ‘Just-In Time’);

• Significant product innovation.

2
 1.1 INTRODUCTION TO THE COMPANY

Saint-Gobain Glass India, a subsidiary of Compagnie de Saint-Gobain, manufactures and

markets a wide variety of flat glass products and solutions. It started operations in the year
2000 with the commissioning of its first float glass plant. Since then it has rapidly expanded
and deepened its presence in the Indian Flat Glass Market. Today Saint-Gobain is a leading
player in the floatglass industry with a strong brand, a wide range of products and solutions
and a pan-India manufacturing footprint. Saint-Gobain pioneered several product, marketing
and manufacturing innovations that helped in the emergence of product differentiation and
segmentation in what was seen till recently as a Commodity industry.

HISTORY

“The Customer is King”. Nowhere else has this statement been truer than in the case of
Saint-Gobain. Started in 1665, Saint-Gobain’s first customer was Louis XIV, the King of
France. And his order? To make glass for the Hall of Mirrors in the Palace at Versailles. Over
the next three centuries, through constant innovation in manufacturing technology and
introduction of new products, Saint-Gobain has made glass a household item; a building
material of choice that, besides satisfying the functional needs, brings immense aesthetic
pleasure both to the King and the common man. Since 1665, Saint-Gobain has been
synonymous with the future of glass.

Saint-Gobain. The Present.

Today, Saint-Gobain, headquartered in Paris (Annual results 2013, gross sales - 42 billion
Euros) is a world leader in building materials. It operates in 64 countries, featuring No 180 in
the Fortune 500 list in terms of sales turnover (2013 Global 500). Saint-Gobain has organized
its businesses into four sectors – Innovative Materials, Construction Products, Building
Distribution and Packaging. Each Business Sector has a strong leadership position in the
global market in its area of operation. Saint-Gobain’s large product range and diverse
business activities are such that one comes in touch with the company’s products with
surprising regularity in one’s daily life –

3
 Saint-Gobain is one of the largest manufacturers of automotive glass in the world

 (over 50% of all the cars in Europe have glass from Saint-Gobain) Saint-Gobain
manufactures over 30,000,000 bottles, flasks and jars a year

 Saint-Gobain is one of the largest providers of insulation for homes (over one-fifth of all
the homes in the US use insulation made from Saint-Gobain)

 Saint-Gobain manufactures the crystals used in airport security detectors and for
medical diagnosis.

4
 1.2 Need of the study

 Earlier there were research on glass, usage of glass, consumer preference towards glass
but there was no research on particular glass brand.
 The necessity for this research was to study the level of brand preference of Saint
Gobain.
 All the researcher have done many analysis and found out many findings regarding
their research but they did not discuss much about the most prefered brand in glass
industry.
 So this study will help us to find out the dealer’s brand preference towards Saint
Gobain glass.

5
 1.3 Scope of the study
 The study covers the area like dealer’s buying behaviour, behavioural pattern of
the dealers.
 This study will be useful for finding out the level of brand preference of Saint
Gobain glass among dealers.
 The study also includes market competition, market share of Saint Gobain glass.
 The study will also help us to know about demand for glass in the modern world.

6
 1.4 Objectives of the study

 To present an overview of glass industry.

 To find out the level of awareness of glass brands.
 To know the level of brand preference towards Saint Gobain glass.
 To find out does advertisement has role of promotion in creating brand
awareness.
 To find consumer perception of glass and their awareness level regarding glass
characteristics.
 To find out the availability of different glass brands.

7
 CHAPTER 2
REVIEW OF THE LITERATURE

J. Stockdale (1996) - Glass : A small part of the problem, A big part of the
solutions- (Environmental manager of British glass).

The study examines the relationship between the emissions from relevant sectors of the glass
industry and compares them with the carbon savings that can be achieved with the products
the industry makes. It has been found that the carbon savings by the appropriate use of glass
products far exceeds the carbon outlay incurred in making these glass products.

Johnny Bolden, Taher Abu & Ellie fini (2002) - Utilization of recycled and waste
materials in various glass applications.

The study suggests the use of recycled materials has a positive impact through different
aspects. This include the benefits in enhancing sustainability of the glass industry while
reducing cost, providing solutions to environmental pollution and reducing the need for
natural resources.

In this study, a questionnaire survey was conducted to find out the current practices in using
waste and recycled materials in the glass industry. Results indicated that some companies
were not aware of the availability, quality of the materials’ performance, cost savings, or any
other benefits including environmental benefits. It is, thus recommended to create better
documentation for green infrastructure, connecting researches and industry with an overview
of what recycled materials are available for different glass applications. Companies need to
be innovative in their use of recycled materials and reduce their dependency on raw
materials. Also, more data and better documentations are needed to encourage the use of
waste and recycled materials in the glass industry.

8
Kameshwara Rao Poranki (2005) - The Brand Equity- A Case Study of Saint-
Gobain Glass India Ltd.

Brand equity is a phrase used in the marketing industry which describes the value of having a
well-known brand name, based on the idea that the owner of a well-known brand name can
generate more money from products with that brand name than from products with a less well
known name, as consumers believe that a product with a well-known name is better than
products with less well-known names. Some marketing researchers have concluded that
brands are one of the most valuable assets a company has, as brand equity is one of the
factors which can increase the financial value of a brand to the brand owner, although not the
only one. We, in this paper have conducted the research about the Glass Industry in India
with particular reference to Saint-Gobain Glass India Ltd in Chennai, India.

Bharatt .S (2007) - The study on installation of glass with sealant.

This article points out that the methods and sealants used for installing glass into frames are
behind the times, and that current glazing rebate designs and choice of compounds are
creating unnecessary risks which could lead to premature breakdown of the glazing seal.
Following further discussion of this problem, the article explains the variety of sealants
available and current trends toward the use of maintenance free (or simply maintained)
materials. There is further discussion on correct block usage and glazing methods including
the compression gasket system and pre-shimmed tape.

Susan Fournier (2009) - Consumers and Their Brands: Developing Relationship

Theory in Consumer Research.

Although the relationship metaphor dominates contemporary marketing thought and practice,
surprisingly little empirical work has been conducted on relational phenomena in the
consumer products domain, particularly at the level of the brand. In this article, the author:
(1) argues for the validity of the relationship proposition in the consumer-brand context,
including a debate as to the legitimacy of the brand as an active relationship partner and
empirical support for the phenomenological significance of consumer-brand bonds; (2)
provides a framework for characterizing and better understanding the types of relationships
consumers form with brands; and (3) inducts from the data the concept of brand relationship
quality, a diagnostic tool for conceptualizing and evaluating relationship strength. Three in-
depth case studies inform this agenda, their interpretation guided by an integrative review of

9
the literature on person-to-person relationships. Insights offered through application of
inducted concepts to two relevant research domains—brand loyalty and brand personality—
are advanced in closing. The exercise is intended to urge fellow researchers to refine, test,
and augment the working hypotheses suggested herein and to progress toward these goals
with confidence in the validity of the relationship premise at the level of consumers' lived
experiences with their brands.

Valerie S. Folkes (2011) - Recent Attribution Research in Consumer Behavior: A

Review and New Directions.

Recent consumer behaviour research testing attribution theory principles is summarized and
critiqued. Most studies on antecedents of causal inferences focus on how information about a
product influences attributions, how the discounting effect influences liking for products, and
how self-perception processes influence willingness to participate in marketing research.
Research examining consequences of causal inferences focuses on product satisfaction.
Major trends in attribution theory and future research directions are indicated.

10
 CHAPTER 3

RESEARCH METHODOLOGY

Initial step was to have an extensive discussion with the Saint-Gobain management regarding
the strategies that they follow in order to build and maintain their brand in the market.
Questions regarding the brand equity among the customers mostly the dealers of the company

3.1. Research design: Research is going to be descriptive as well as applied in order to

achieve the the desired objectives. Most of the objectives will be derived from the primary
data.

3.2. Area of study: The study covers the area of Coimbatore city.

3.3 Sample design: convenient sampling technique has been used to select the sample for
the study.

3.4 Sample size: A sample of 75 respondents in Coimbatore city has been choosen, which
represents the glass dealer.

The methodology adopted to conduct the research is primary and secondary data
collection.

3.5. Source of Data:

 Primary source : The primary data is collected by distributing questionnaire to 75

respondents.

 Secondary source : the secondary data is gathered by referring journals, magazines,

newspapers and from the websites available on net.

11
 CHAPTER 4

ANALYSIS AND INTERPRETATION

4.1 Table on Age of the Respondents

Age Frequency Percentage %

19 – 25 7 9.33

26 – 30 18 24

31 – 40 31 41.33

Above 40 19 25.33

TOTAL 75 100

Table 1 explains that 9.33 per cent of the Respondent belong to the age group of 19 – 25
years, 24 per cent of the Respondents belong to the age group of 26 – 30 years, 41.33 per cent
of them belong to the age group of 31 – 40 years, 25.33 per cent of them are in the age group
of above 40 years.

Most (41.33 per cent) of the Respondents belong to the age group of 31 – 40 years.

12
4.1.1 Chart on age group of the respondents.

13
 4.2 Table on Gender of the Respondents

Frequency Percentage %
Gender

Male 58 77.3

Female 17 22.7

Total 75 100

From the above table it is clear that out of 75 Respondents 77.3 per cent are male and 22.7
per cent are female.

Majority (77.3 per cent) of the Respondents are Male.

14
4.2.1 Chart on showing gender of the respondents.

15
 4.3 Table on Education Qualification of the Respondents

Qualification Frequency Percentage %

School level 9 12

Under graduate 40 56

Post graduate 24 32

Others 0 0

TOTAL 75 100

The above table reveals that 12 per cent of the respondents have school level education, 56
per cent of them are under graduate, 32 percent of them are post graduate, no respondent
belong to the category other than mentioned above.

Majority (56 per cent) of the Respondents are under graduate.

16
4.3.1Chart on Educational qualification of the respondents.

17
 4.4 Table onMonthly Income of the Respondents.

Income Frequency Percentage %

Below 25,000 6 8

25,000 – 35,000 12 16

35,000 – 45,000 14 18.7

45,000 – 55,000 13 17.3

Above 55,000 30 40

Total 75 100

The above table exhibits that 8 per cent of the respondents’ monthly income is below 25,000,
16 per cent of the respondents’ monthly income is between 25,000 – 35,000, 18.7 per cent of
their monthly income is between 35,000 – 45,000, 17.3 per cent of their monthly income is
between 45,000 – 55,000, 40 per cent of the respondents’ monthly income is above 55,000.

Most (40 per cent) of the respondents’ Monthly Income is above 55,000.

18
4.4.1 Chart on Monthly income of the respondents.

19
 4.5 Table on Martial status of the respondents.

Marital status Frequency Percentage %

Married 58 77.3

Un-married 17 22.7

Total 75 100

From the above table it is clear that out of 75 respondents 77.3 per cent are married and 22.7
per cent are Un-married.

Majority (77.3 per cent) of the respondents are Married.

20
4.5.1 Chart on Martial status of the respondents

21
 4.6 Table on Duration of Respondents associated with glass business.

Duration Frequency Percentage %

Below 5 years 12 16

5 – 10 years 19 25.3

10 – 15 years 23 30.7

Above 15 years 21 28

Total 75 100

The above table exhibits that 16 per cent of the respondents are associated with the glass
business for below 5 years, 25.3 per cent of the respondents are associated with the glass
business are between 5 – 10 years, 30.7 per cent of the respondents are associated with the
glass business are between 10 – 15 years, 28 per cent of the respondents are associated with
the glass business for above 15 years.

Most (30.7 per cent) of the respondents are associated with the glass business for 10 – 15
years.

22
4.6.1 Chart on showing Duration of Respondents associated with glass
business.

23
 4.7 Table on source of idea and knowledge of this business.

Source Frequency Percentage %

Family business 21 28

Friends 19 25.3

By experience 35 46.7

Total 75 100

The above table shows that 28 per cent of the respondents got the idea and knowledge of this
business from their family business, 25.3 per cent of the respondents got the idea and
knowledge of this business from their friends, 46.7. per cent of the respondents got the idea
and knowledge of this business by experience.

Most (46.7 per cent) of the respondents’ got the idea and knowledge of this business by
experience.

24
4.7.1 Chart on respondents’source of idea and knowledge of this business.

25
 4.8 Table on Major Customers of the respondents.

Customers Frequency Percentage %

Interior decorators 30 40

Civil engineers 19 25.3

Architect 22 29.3

Others 4 5.3

Total 75 100

The above table shows that 40 per cent of the respondents’ major customers are interior
decorators, 25.3 per cent of the respondents’ major customers are civil engineer, 29.3 per cent
of the respondents’ major customers are architect, and 5.3 per cent of the respondents’ have
other customers.

Most (40 per cent) of the Respondents’ major customer are Interior decorators.

26
4.8.1 Chart on Major Customers of the respondents.

27
 4.9 Table on respondents’ Regularity in selling clear glass.

Clear Frequency Percentage %

Always 71 94.6

Sometimes 3 4

Rarely 1 1.33

Never 0 0

Total 75 100

The above table shows that 94.6 per cent of respondent always sell clear glass, 4 per cent of
them sometimes sell clear glass, 1.33 per cent of them rarely sell this glass and there are no
respondent who never sell this glass.

Majority (94.6 per cent) of the respondents always sell clear glass.

28
4.9.1 Chart on showing respondents’ Regularity in selling clear glass.

29
 4.10 Table on Respondents regularity in selling mirror type of glass.

Mirror Frequency Percentage %

Always 39 52

Sometimes 24 32

Rarely 4 5.33

Never 8 10.66

Total 75 100

The above table shows that 52 per cent of respondent always sell mirror glass, 32 per cent of
them sometimes sell mirror glass, 5.33 per cent of them rarely sell this glass and 10.66 per
cent of them never sell this glass.

Majority (52 per cent) of the respondents always sell mirror glass.

30
4.10.1 Chart on Respondents regularity in selling mirror type of glass.

31
 4.11 Table on showing Respondents regularity in selling tinted type of
glass.

Tinted glass Frequency Percentage %

Always 12 16

Sometimes 25 33.33

Rarely 11 14.66

Never 27 36

Total 75 100

The above table shows that 16 per cent of respondent always sell tinted glass, 33.33 per cent
of them sometimes sell tinted glass, 14.66 per cent of them rarely sell this glass and 36 per
cent of them never sell this glass.

Majority (36 per cent) of the respondents never sell tinted glass.

32
4.11.1 Chart on Respondents regularity in selling tinted type of glass.

33
 4.12 Table on Respondents selling figured type of glass.

Figured glass Frequency Percentage %

Always 18 24

Sometimes 15 20

Rarely 17 22.66

Never 25 33.33

Total 75 100

The above table shows that 24 per cent of respondent always sell figured glass, 20 per cent of
them sometimes sell figured glass, 22.66 per cent of them rarely sell this glass and 33.33 per
cent of them never sell this glass.

Majority (33.33 per cent) of the respondents never sell figured glass.

34
4.12.1Chart on Respondents selling figured type of glass.

35
 4.13 Table on Respondents’ opinion on availability of Saint Gobain

Saint Gobain Frequency Percentage %

Easily available 74 98.66

Not Easily available 1 1.33

Total 75 100

The above table shows that 98.66 per cent of respondent feel that Saint Gobain glass is easily
available and 1.33 per cent of them feel that it is not easily available.

Majority (98.66 per cent) of the respondents feel that Saint Gobain glass is easily
available.

36
4.13.1Chart on Respondents’ opinion on availability of Saint Gobain

37
 4.14 Table on respondents’ opinion on availability of Modiguard glass

Modiguard Frequency Percentage %

Easily available 59 78.66

Not Easily available 16 21.33

Total 75 100

The above table shows that 78.66 per cent of respondent tell that Modiguard glass is easily
available and 21.33 per cent of them tell that it is not easily available.

Majority (78.66 per cent) of the respondents tell that Modiguard glass is easily
available.

38
4.14.1 Chart on respondents’ opinion on availability of Modiguard glass

39
4.15 Table on respondents’ opinion on availability of Ashahi India Glass

Ashahi India Glass Frequency Percentage %

Easily available 26 34.66

Not Easily available 49 65.33

Total 75 100

The above table shows that 34.66 per cent of respondent tell that Ashahi India Glass is easily
available and 65.33 per cent of them tell that it is not easily available.

Majority (65.33 per cent) of the Respondents feel that Ashahi India Glass is not easily
available.

40
4.15.1Chart on respondents’ opinion on availability of Ashahi India Glass.

41
 4.16 Table on respondents’ opinion on availability of Saudi International
glass.

Saudi International glass Frequency Percentage %

Easily available 37 49.33

Not Easily available 38 50.66

Total 75 100

The above table shows that 49.33 per cent of respondent tell that Saudi International glass is
easily available and 50.66 per cent of them tell that it is not easily available.

Majority (50.66 per cent) of the respondents tell that Saudi International glass is not
easily available.

42
4.16.1 Chart on respondents’ opinion on availability of Saudi International
glass

43
 4.17 Table on brands sold by the dealers

Brands Frequency Percentage %

Saint Gobain 51 68

Modiguard 18 24

Ashahi India Glass 4 5.33

Saudi international glass 0 0

Total 75 100

The above table shows that 68 per cent of respondents sell only Saint Gobain glass, 24 per
cent of respondents sell only Modiguard, 5.33 percent of them sell only Ashahi India Glass
and none of them sell Saudi International glass.

Most (68 per cent) of the respondent sell only Saint Gobain Glass.

44
4.17.1 Chart on the brands sold by the dealers.

45
 4.18 Table on Respondents’ customer purchasing glass by brand name.

Customer purchasing glass Frequency Percentage %

by brand name

Strongly agree 33 44

Agree 28 37.33

Neutral 9 12

dis –agree 4 5.33

Strongly dis-agree 1 1.33

Total 75 100

The above table shows that 44 per cent of respondent strongly agree that customer purchase
glass by brand name, 37.33 per cent of respondent agree that customer purchase glass by
brand name, 12 per cent of respondent are neutral on customer purchasing glass by brand
name, 5.33 per cent of respondent dis-agree that customer purchase glass by brand name, and
1.33 per cent of respondent strongly dis-agree that customer purchase glass by brand name.

Most (44 per cent) of the Respondent strongly agree that customer purchase glass by
brand name.

46
4.18.1Chart on Respondents’ customer purchasing glass by brand name.

47
 4.19 Table on Respondents’ preference towards glass brand.

Brands Percentage %

Saint Gobain 70.66

Modiguard 53.33

Ashahi India Glass 50.66

Saudi international glass 61.33

The above table shows that Saint Gobain is the first preference of respondents,
Modiguard ranks 2nd Ashahi India Glass ranks 3 rd and Saudi international glass is 4th.

48
4.19.1Chart on Respondents’ preference towards glass brand.

49
 4.20 Table on sources of suggestion for brand selection

Sources Frequency Percentage %

Carpenter 20 26.7

Architect 17 22.7

Fabricator 8 10.5

Builder 18 24

Media / advertisement 12 16

Total 75 100

The above table shows that 26.7 per cent respondents’ customer get suggestion from
carpenter, 22.7 per cent of them get suggestion from Architect , 10.5 per cent of respondents
‘customer get suggested by fabricator, 24 per cent of respondents’ customer get suggestion
from builder , 16 per cent of respondents’ customer get suggestion through media
/advertisement .

Most (26.7 per cent) of the Respondents’ customer get suggestion of brand selection
from carpenter.

50
4.20.1 Chart on sources of suggestion for brand selection

51
 4.21 Table on Satisfaction level for Saint Gobain glass.

Satisfaction level Frequency Percentage %

Strongly satisfied 39 52

Satisfied 20 26.7

Neutral 12 16

dis- satisfied 4 5.33

Strongly dis- satisfied 0 0

Total 75 100

The above table shows that 52 per cent of respondent are strongly satisfied with Saint Gobain
glass, 26.7 per cent of respondent are satisfied with Saint Gobain glass, 16 per cent of
respondent are neutral, 5.33 per cent of respondent are dis- satisfied with Saint Gobain glass
and none of them are strongly dis satisfied.

Majority (52 per cent) of the respondents are strongly satisfied with Saint Gobain glass.

52
4.21.1 Chart on Satisfaction level for Saint Gobain glass.

53
 4.22 Table on source for awareness on current updates of glass.

Sources Frequency Percentage %

Advertisement 12 16

Mails 10 13.3

Websites 10 13.3

Co-business members 43 57.3

Total 75 100

The above table shows that 16 per cent of respondent tell Advertisement is source for
awareness on current updates of glass, 13.3 per cent of respondent tell mails is source for
awareness on current updates of glass, 13.3 per cent of respondent tell websites is source for
awareness on current updates of glass, 57.3 per cent of respondent tell co-business members
is source for awareness on current updates of glass.

Majority (57.3 per cent) of respondent tell co-business members are source for
awareness on current updates of glass.

54
4.22.1Chart on source for awareness on current updates of glass.

55
4.23 Table on Basis of discount for respondents on glass purchase

Basis of discount Frequency Percentage %

Cash purchase 38 50.7

Bulk purchase 23 30.7

Regularity in dealing 14 18.7

Total 75 100

The above table shows that 50.7 per cent of respondent get discount on cash purchase, 30.7
per cent of respondent get discount on bulk purchase, and 18.7 per cent of respondent get
discount on regularity in dealing.

Majority (50.7 per cent) of respondent get discount on cash purchase.

56
4.23.1 Chart on Basis of discount for respondents on glass purchase.

57
 4.24 Table on mode of purchase of Saint Gobain glass.

Mode of purchase Frequency Percentage %

Directly from the company 31 41.3

Wholesaler 21 28

Retailer 23 30.7

Total 75 100

The above table shows that 41.3 per cent of respondent purchase glass directly from the
manufacturer, 28 per cent of respondent purchase glass from wholesaler, and 30.7 purchase
glass from retailer.

Majority (41.3 per cent) of Respondents purchase glass directly from the manufacturer.

58
4.24.1 Chart on mode of purchase of Saint Gobain glass.

59
 4.25 Table on satisfaction level of Saint Gobain glass.

Satisfied Frequency Percentage %

Yes 64 85.3

No 3 4

Maybe 8 10.7

Total 75 100

The table shows that 85.3 per cent of respondent are satisfied with Saint Gobain glass, 4 per
cent are not satisfied with Saint Gobain glass and 10.7 per cent are not sure.

Most (85.3 per cent) of respondent are satisfied with Saint Gobain glass.

60
4.25.1 Chart on satisfaction level of Saint Gobain glass.

61
4.26 Table on recommendation of brand by respondent to their customer

Brands Frequency Percentage %

Saint Gobain 60 80

Modiguard 13 17.3

Ashahi India Glass 2 2.7

Saudi international glass 0 0

Total 75 100

The above table shows that 80 per cent of respondent will recommend Saint Gobain glass,
17.3 per cent of them will recommend Modiguard, 2.7 per cent of respondent will
recommend Ashahi India Glass, and none of them gave recommendation for Saudi
International glass.

Most (80per cent) of respondent will recommend Saint Gobain glass.

62
4.26.1 Chart on recommendation of brand by respondent to their customer

63
 CHAPTER 5

5.1 FINDINGS

 Most (41.33 per cent) of the Respondents belong to the age group of 31 – 40 years.
 Majority (77.3 per cent) of the Respondents are Male.
 Majority (56 per cent) of the Respondents are under graduate.
 Most (40 per cent) of the respondents’ Monthly Income is above 55,000.
 Majority (77.3 per cent) of the respondents are Married.
 Most (30.7 per cent) of the respondents are associated with the glass business for 10 –
15 years.
 Most (46.7 per cent) of the respondents’ got the idea and knowledge of this business
by experience.
 Most (40 per cent) of the Respondents’ major customer are Interior decorators.
 Majority (94.6 per cent) of the respondents always sell clear glass.
 Majority (52 per cent) of the respondents always sell mirror glass.
 Majority (36 per cent) of the respondents never sell tinted glass.
 Majority (33.33 per cent) of the respondents never sell figured glass.
 Majority (98.66 per cent) of the respondents feel that Saint Gobain glass is easily
available.
 Majority (78.66 per cent) of the respondents tell that Modiguard glass is easily
available.
 Majority (65.33 per cent) of the Respondents feel that Ashahi India Glass is not easily
available.
 Majority (50.66 per cent) of the respondents tell that Saudi International glass is not
easily available.
 Most (68 per cent) of the respondent sell only Saint Gobain Glass.
 Most (44 per cent) of the Respondent strongly agree that customer purchase glass by
brand name.
 Saint Gobain is the first preference of respondents, Modiguard ranks 2nd Ashahi India
Glass ranks 3 rd and Saudi international glass is 4th.

64
 Most (26.7 per cent) of the Respondents’ customer get suggestion of brand selection
from carpenter.
 Majority (52 per cent) of the respondents are strongly satisfied with Saint Gobain
glass.
 Majority (57.3 per cent) of respondent tell co-business members are source for
awareness on current updates of glass.
 Majority (50.7 per cent) of respondent get discount on cash purchase.
 Majority (41.3 per cent) of Respondents purchase glass directly from the
manufacturer.
 Most (85.3 per cent) of respondent are satisfied with Saint Gobain glass.
 Most (80per cent) of respondent will recommend Saint Gobain glass.

65
 5.2 SUGGESTIONS

Based on the study undertaken during the period the following suggestions are made

 The preference of Saint Gobain glass is high in Coimbatore city but is felt the price of
this particular brand is high when compared to the other brands. There is necessity on
revising of price strategy to meet competition.
 There is a need for awareness programs to be held among the dealers where dealers
could get detailed information about the Saint Gobain glass. The manufacturers
should make the dealers satisfied that why the particular brand is to be chosen when
compared to other brands.
 Emphasis shall be made on advertisement schemes. More of informative
advertisement through television, newspaper and social networking sites could be
made.
 Small dealers are not able to do business with Saint Gobain glass brand as dealers are
not able to purchase on credit. Therefore if cash discounts, longer credit periods are
given to them, then even the small dealers would be able to deal with this brand.
 The business meetings should be arranged by the manufacturers at regular intervals so
that the dealers could get aware of the latest updates about the brand.

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 CHAPTER 6
CONCLUSION
In the current study an attempt has been made to analyse dealer’s preference
towards Saint Gobain glass with special reference to Coimbatore city where majority
of Respondents prefer to deal with Saint Gobain glass. The dealers get the idea and
knowledge of the business mainly by experience and practically working in the glass
business line for long time.
The manufacturers should arrange meetings for the dealers and give the
suggestions and ideas so that the dealers could themselves be aware of latest variety
of glass available and could also give advertisements so that the Dealers’ customers
are also aware of it.
When compared to other brands the Saint Gobain glass is easily available.
The manufacturer should also take special measures to create awareness among the
dealers and customers so that their preference towards Saint Gobain brand would not
shift to other brands. Therefore advertisement should play a major role for promotion
of brand awareness.

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 BIBLIOGRAPHY

Journals

 J. Stockdale (1996) - Glass : A small part of the problem, A big part of the
solutions- (Environmental manager of British glass).
 Johnny Bolden, Taher Abu & Ellie Fini (2002) - Utilization of recycled and waste
materials in various glass applications.
 Kameshwara Rao Poranki (2005) - The Brand Equity- A Case Study of Saint-

Gobain Glass India Ltd.

 Bharat .S (2007) - The study on installation of glass with sealant.

 Susan Fournier (2009) - Consumers and Their Brands: Developing Relationship

Theory in Consumer Research.

 Valerie S. Folkes (2011) - Recent Attribution Research in Consumer Behavior: A

Review and New Directions.

Websites
https://en.wikipedia.org/wiki/Institute_for_International_Research_in_Glass

http://www.nationalglasscentre.com/research/iirg/

https://www.sheffield.ac.uk/materials/centresandfacilities/glass

http://www.americanglassresearch.com/

https://www.aisglass.com/pressrealasefiles/ais_glass_case_study/

http://www.academia.edu/7096269/A_STUDY_ON_THE_CONSUMER_PERCEPTION_O
F_GLASS_PRODUCTS_IN_INDIA

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