1.

1.1 ABOUT THE TOPIC:

INTRODUCTION

Definition:
What is a brand? There are several definitions of what a brand is, such as Kotler and Keller (2006); a name, term, si n, s!mbol, or desi n, or a combination of them, intended to identif! The oods or services of one seller or rou" of sellers and to differentiate them from those of#om"etitors$ (%lossar! %&)' (au and (ee (&)))) have this definition; * brand is a name, term, si n, s!mbol, or desi n (ora combination) intended to identif! a seller+s oods or services and to differentiate them from com"etitors$' * brand is a set of mental associations, held be the consumer, which add to the "erceived value of a "roduct or service$ (Keller, &)),)'

Introduction:
-rand (o!alt! is a scenario where the consumer fears "urchasin and consumin "roduct from another brand which he does not trust' .t is measured throu h methods li/e word of mouth "ublicit!, re"etitive bu!in , "rice sensitivit!, commitment, brand trust, customer satisfaction, etc' -rand lo!alt! is the e0tent to which a consumer constantl! bu!s the same brand within a "roduct cate or!' The consumers remain lo!al to a s"ecific brand as lon as it is available' The! do not bu! from other su""liers within the "roduct cate or!' -rand lo!alt! e0ists when the consumer feels that the brand consists of ri ht "roduct characteristics and 1ualit! at ri ht "rice' 2ven if the other brands are available at chea"er "rice or su"erior 1ualit!, the brand lo!al consumer will stic/ to his brand' Brand loyal consu ers are t!e foundation of an or"ani#ation ' %reater lo!alt! levels lead to less mar/etin e0"enditure because the brand lo!al customers "romote the brand "ositivel!' *lso, it acts as a means of launchin and introducin more "roducts that are tar eted at same customers at less e0"enditure' .t also restrains new com"etitors in the mar/et' -rand lo!alt! is a /e! com"onent of brand e1uit!'

&

-rand lo!alt! can be develo"ed throu h various measures such as 1uic/ service, ensurin 1ualit! "roducts, continuous im"rovement, wide distribution networ/, etc' When consumers are brand lo!al the! love !ou$ for bein !ou$, and the! will minutel! consider an! other alternative brand as a re"lacement' 20am"les of brand lo!alt! can be seen in 34 where true *""le customers have the brand5s lo o tattooed onto their bodies' 4imilarl! in 6inland, 7o/ia customers remained lo!al to 7o/ia because the! admired the desi n of the handsets or because of user8 friendl! menu s!stem used b! 7o/ia "hones' Brand loyalty can $e defined as relati%e &ossi$ility of custo er s!iftin" to anot!er $rand in case t!ere is a c!an"e in &roduct's features( &rice or )uality ' *s brand lo!alt! increases, customers will res"ond less to com"etitive moves and actions' -rand lo!al customers remain committed to the brand, are willin to "a! hi her "rice for that brand, and will "romote their brand alwa!s' * com"an! havin brand lo!al customers will have reater sales, less mar/etin and advertisin costs, and best "ricin ' This is because the brand lo!al customers are less reluctant to shift to other brands, res"ond less to "rice chan es and self8 "romote the brand as the! "erceive that their brand have uni1ue value which is not "rovided b! other com"etitive brands' -rand lo!alt! is alwa!s develo"ed "ost "urchase' To develo" brand lo!alt!, an or ani9ation should /now their niche mar/et, tar et them, su""ort their "roduct, ensure eas! access of their "roduct, "rovide customer satisfaction, brin constant innovation in their "roduct and offer schemes on their "roduct so as to ensure that customers re"eatedl! "urchase the "roduct' Wh! certain consumers are lo!al to certain brands and what influences such an adherence? What ma/es a consumer deviate from the norms? What ma/es a consumer willin l! et bonded to "roducts or services as a result of a dee"8seated commitment? * consumer is considered as a brand lo!al whenever a consumer "erceives that a brand is offerin him the ri ht "roduct features and the desired level of 1ualit!, and hence re"eatedl! ma/es a conscious or subconscious re"urchase of that "articular brand' To et the bu!er to that level, a brand has to be "ositioned ver! effectivel! and should have the ri ht mar/etin mi0 that can ma/e a consumer et attached to it' The brand when it dis"la!s that distinct identit!, it is then that it ca"tures the audience+s attention' Throu h this stud! let us see how we can use the web to connect with the customers and et them satisfied to the e0tent of ma/in them brand lo!al' :ow we can identif! and ac1uire our hi h ; valued customers and create an effective strate ! to mana e their res"onses and e0"eriences such that it hel"s us to retain them and build them into lo!al customers' :ow can we identif! brand lo!alt! and what can we do to 2

"erceive it? * brand s!mboli9es a com"an!' .t ains the customer+s re ard when it shows that it ives "roduct or services differentiatin it from the com"etition' -rand (o!alt! constitutes a lot to the com"an! in terms of revenue eneration and word of mouth advertisin ' .nnovative mar/etin strate ies to im"l! brand lo!alt! becomes a must for e8mar/eters' .f the com"an! has to achieve a hi her level of success then it becomes mandator! to create a lar e "ool of brand lo!alists' The area where an e8mar/eter needs to "ut attention is towards his a""roach for 42<' When an e8mar/eter desires to achieve brand lo!alt!, he has to com"letel! evaluate and understand his "urchase "s!cholo ! '.t is ver! necessar! to understand that sales are the true measure of success in brand lo!alt!' 3suall! in the 4<< activities, the success is measured in terms of clic/s or viewershi"' :ere, it becomes im"ortant that the mar/etin activities have to be so structured and accurate as to result in ettin more sales' The factors constitutin to loss of a brand lo!alist showcases serious concerns for the brand' .n the end it can onl! be said that the more no' of brand lo!alists !ou tend to ac1uire in !our course of business, the more chances of !our brand achievin the "innacle of success increases' The term lo!alt! is associated with a feelin of devoted attachment and affection' The term =brand lo!alt!+ ca"tures this ver! essence but from a commercial "ers"ective' <anufacturers and com"anies are alwa!s tr!in to create niche in the mar/et b! constructin their own base of lo!al customers, who over the "eriod of time have acce"ted the "roduct whole heartedl!' These brand lo!alists would s"end their mone! devotedl! to ac1uire the "articular "roduct and would also carr! a feelin of immense satisfaction on the "urchase' The im"ortance of brand lo!alt! can be asserted from the fact that it "la!s a vital role in the com"an!+s advertisin a""etites' .f a "articular "roduct is havin a ood brand lo!alt!, then the com"an! s"ends lar e e0"ends over short "eriods of time to attract new "atrons, but if the brand lo!alt! is low then com"anies tend to /ee" the advertisin at a stead! "ace to attract fresh consumers and to boost sales ((oudon' > ?6@' 200&)'<aintainin brand lo!alt! is the bi est challen e for the com"an!, as it is a ver! tedious "rocess to ac1uire a customer and then convert him to carr! re"eat "urchases from the com"an!' The more difficult! "art comes in "rovidin the same level of service that a customer will e0"ect in his return to his lo!alt!'

1.*

INDU+TR, PRO-I.E

Industry O%er%ie/: The 6ast <ovin #onsumer %oods (6<#%) sector in .ndia has been rowin at a health! #*%B of &&C over the last decade ridin on the bac/ of increasin demand and chan in consumer "references, than/s to hi her dis"osable incomes and the retail revolution, the sector has8been "ostin double8di it rowth over the "ast cou"le of !ears' The industr! is volume driven and is characteri9ed b! low mar ins' The "roducts are branded and bac/ed b! s/illed mar/etin , heav! advertisin , slic/ "ac/a in and stron distribution networ/s' *lso, raw material "rices "la! an im"ortant role in determinin the "ricin of the final "roduct' <odern retail formats too have contributed in a maDor wa! in "ushin the rowth in the 6<#% sector' With risin income levels and the s"read of modern retail, the 6<#% forward, the industr!+s future "ros"ects loo/ bri ht which is e0"ected to further boost sales' %rowth in the sector is led b! hi her urban and rural demand' %oin from the rural sector' .n our view, amon st all the 6<#% se ments, the food se ment will out"erform over the comin !ears' The .ndian food industr! is a si nificant "art of the .ndian econom!, (food constitutes about A6C of the consumer wallet) The .ndian food industr! is "oised to row b! a who""in 6A'?C from Bs@,,, &00crs now to Bs'&, 2,,,)00crs in ne0t ? !ears and b! &A@',C to Bs'&, ,@E,&00crs in ne0t &0 !ears, throwin u" hu e o""ortunities for investments across the entire value chain& .ndia faces contrastin "roblems of havin one of the hi hest malnutrition cases and also bein the diabetes ca"ital of the World' .n our view, both of these are an o""ortunities for 6ood com"anies' The :ealth foods se ment is li/el! to see one of the hi hest rowths in the 6ood se ment To e0"loit this trend man! com"anies have launched health based "roductive' -ritannia launched 7utrichoice biscuits, F*7G72 launchin robotic !o urt,Fabur introduced a Duice with fiber and :3( introduced 4o!a and multi rain atta, iodi9ed salt, ener ! drin/s' We believe that the demand for these "roducts is oin to out"ace the overall 6ood #ate or! rowth for the !ears to come' E overnment+s rowin su""ort to a riculture will drive lon 8term rowth in consum"tion

0ar1et O%er%ie/: 6ast <ovin #onsumer %oods (6<#%) oods, "o"ularl! named as consumer "ac/a ed oods, "la! a vital role as a necessit! and as an inelastic "roduct' The .ndian 6<#% sector is the fourth lar est sector the econom! with a total mar/et si9e of Bs' &6@,&00crs&the mar/et is estimated to row to 34H &00 billion b! 202?, accordin tomar/et research firm 7ielsen .n the last decade the 6<#% sector has rown at an avera e of &&C a !ear; inthe last five !ears, annual rowth accelerated to &@C' The 6<#% .ndustr! is characteri9ed b! a well8established distribution networ/, low "enetration levels, low o"eratin cost, lower "er ca"itaconsum"tion and intense com"etition between the or ani9ed and unor ani9ed se ments' 6<#%s are slowl! and raduall! "ositionin and dee"l! "enetratin in the fast8 rowin rural mar/et' The Bural mindset is o"en to consum"tion of newer, more contem"orar! food cate ories and as a result, drives consistent rowth' Bural .ndia accounts for more than @00 <illion consumers or @0C of the .ndian "o"ulation and accounts for E0C of the total 6<#% mar/et' The Bural mar/et is a lar e mar/et s"ace with ver! low or ani9ed "la!er "enetration' *cross the lobe, the .ndian rural mar/et is "robabl! the sin le lar est unit$ of o""ortunit!' *lso with chan in lifest!le and increasin consumer demand, the .ndian6<#% mar/et is e0"ected to cross H,0 billion b! 2026 in towns with "o"ulation of u" to &0 la/h' The sector has a tremendous o""ortunit! for rowth in .ndia, with the rowin "o"ulation, the risin incomes, education and urbani9ation, the advent of modern retail, and a consum"tion8driven societ!'

1.2

CO0PAN, PRO-I.E

CORPORATE 3I+ION IWe shall achieve rowth b! continuousl! offerin uni1ue "roducts and services that would ive customers utmost satisfaction and thereb! be a role model'I PROFILE 4uccess is a Dourne! not a destination' #avinKare be an with a !oun mind choosin the road less ta/en' .n &),A with a sin le "roduct, #avinKare started out as a small "artnershi" firm' The #om"an! that be an its Dourne! as #hi/ .ndia (td was renamed as #avinKare >vt' (td (#K>() in &)),' With innovative 2ntre"reneur #'K' Ban anathan at the helm, #avinKare emer ed into a successful business enter"rise' 4mart mar/etin and clear "roduct "ositionin not onl! ensured #avinKare5s rowth but also hel"ed the com"an! broaden its "roduct "ortfolio e0tensivel!' The com"an! now mar/ets ten maDor brands' Gver the !ears, #avinKare has achieved a com"etitive ed e with sound understandin of mass mar/etin d!namics' The com"an! offers 1ualit! >ersonal care (hair care, s/in care, home care) and 6ood "roducts borne out of a /een understandin of consumer needs and /ee"in u" com"an!5s the values of innovation and customer satisfaction' Toda!, #avinKare, havin established a firm foothold in the national mar/et, is increasin its "o"ularit! in the international arena' * dedicated Besearch J Fevelo"ment centre, e1ui""ed with latest e1ui"ment and technolo ies, constantl! su""orts the various divisions in their endeavour' The #om"an!, which "rimaril! relied on contract manufacturin for man! !ears has now set u" its own world class "lant at :aridwar to cater to the demand of both domestic and international mar/et' #avinKare %rou" has crossed a turnover of &&000 million .7B in 20&&820&2' The #om"an! has em"lo!ee stren th of around A000, an all .ndia networ/ of ?A?& 4toc/ists caterin to about 2? la/h outlets nationall!' #avinKare5s astute "rofessionalism, innovative "roducts and consistent 1ualit! are results of its si nificant cor"orate "ractice'

I To succeed we believe that we need total commitment and highest standard of ethical and corporate behaviour in order to provide the best for our consumers, stakeholders and employees".

3alues and $eliefs

4uccessful or ani9ations are founded on stron value s!stems' #avinKare has the followin ? Kalues based on which all interactions within and outside the or anisation ta/es "lace' 2thical -ehaviour 20cellence .nnovation Gwnershi" 4ta/eholder5s Feli ht Definition And Actiona$le Points Of 3alues 4 Beliefs

Definition

Actiona$le Points

The #om"an! values honest! and . will not tolerate an! actions of truthfulness in all its interactions dishonest! and will hi hli ht the and shall be fair in all its dealin same to the a""ro"riate "erson in the with "eo"le inside and outside the #om"an!' . will create an environ8 or ani9ation' We will fulfill ment that is conducive for "racticin ethical behaviour' "romises and commitments'

The #om"an! values hi hl! all . will continuousl! strive to raise the efforts that lead to hi h standards in "erformance bar of mine of team ever! da! wor/ and results' We members' . will achieve e0cellence shall attem"t to be the best in class b! in ever!thin on' We we choose to wor/ ri or encoura e shall demonstratin in "lannin , "ro8activeness, s"eed and

an! "reservence in m! ever! da! wor/' . e0"ected of me, in the iven time frame but also e0ceed e0"ectations'

individual or collective effort in will not onl! achieve what is "romotin e0cellence'

The #om"an! values innovative . will continuousl! develo" uni1ue a""roaches and innovative solutions and differentiatin ideas which in our re ular wor/ life' We will would benefit the sta/eholder or alwa!s loo/ for newer better wa!s business' . will develo" brea/ of doin thin s; we will see/ new throu h ideas and e0"eriment on a ideas to solve "roblems; we will re ular basis' . will create an e0"eriment with new conce"ts, environment that will enable idea ideas and solutions to deliver eneration' uni1ue "roducts and services' The #om"an! values the individual . will ta/e res"onsibilit! for all m! belief of ownershi", accountabilit! actions and shall not "ass the buc/' and achievement orientation' *ll .t is m! res"onsibilit! to uard and our em"lo!ees are an inte ral "art "rotect the interestsL "ro"ert! of m! of the #om"an! and have a hi h #om"an!' . will ma/e m!self accou8 sta/e in its well8bein , as well as in ntable to the outcomes and . also sha"in its destin!' .ndividuall! or ensure that m! team demonstrates collectivel!, we assume the same' res"onsibilit! for all our actions and their conse1uences' We Dointl! , share the com"an!5s obDectives, and it is onto us to ma/e it ha""en'

The

#om"an!

values

all . will constantl! strive to e0ceed of all the (sta/eholders8 ov8ernment

sta/eholders and believes that all of thee0"ectation them deserve the best deal from us' sta/eholders

We shall aim not Dust to satisf! consumers, customers, em"lo!ees, them but deliver more than their financial institutions, e0"ectations to deli ht (4ta/eholders include both internal and e0ternal consumers, customers, Cor&orate &ractices em"lo!ees, vendors, financial 2nDo!in wor/ is what wor/in at #avinKare is all institu8tions, overnment a about' encies The wor/ culture at #avinKare features lots of freedom and immense res"onsibilit!' 2m"lo!ees are iven an o""ortunit! not and share holders') onl! to e0"ress their #reativit! but also e0"erience 6reedom at wor/' .t "rovides its em"lo!ees an atmos"here of eas! informalit!, and an absence of restrictive hierarchies or functional boundaries' #ommunication is encoura ed across levels and de"artments; cross functional teams flourish; the to" mana ement to the Dunior most em"lo!ees "artici"ate in o"en house sessions; value based mana ement is often a "art of the a enda in man! meetin s; and innovations bi and small are a""lauded' .n addition to all this em"lo!ees are also allowed to "urchase our "roducts at a reat discount once a month' #ommunication amon "eo"le is the life force of #avinKare5s vibranc! and d!namism' 7umerous forums e0ist' There are dialo ue sessions, intranets, attitude surve!s, off wor/ atherin s, s"ortin events, 4tar >erformer and idea contests' There are Becreational facilities includin a !mnasium for the em"lo!ees' We have a well thou ht out :B "hiloso"h! that anchors all these diverse initiatives and activities' 4ince success is where "re"aration and o""ortunit! meet we believe in roomin better <ana ers for toda! and tomorrow' There is a detailed mana ement "olic! which ensures a reservoir of talent' >erformance mana ement is also ensured to ma/e sure ever! em"lo!ee ives and ets the best' .t ta/es reat oals and "ro"er mana ement to lead us out from our ever!da! limits into accom"lishin more than we ever thou ht we could or would and the achievement of one oal should be the startin "oint of another' We also stron l! believe that Bules, be it ethical or or ani9ational, are not meant to be bro/en' them' a encies and shareholders)'

Co

unity action

CK Ranganathan (C !, CavinKare" always believed that disability is never a handicap and people need to change their attitude to provide opportunities to the physically challenged people to prove themselves. )

#avinKare ta/es an active interest in su""ortin or ani9ations wor/in on social issues' #K Ban anathan is one of the founder8members of the *bilit! 6oundation ; an 7%G wor/in towards the rehabilitation of the disabled' :is belief too/ a firm sha"e when #avinKare teamed u" with *bilit! 6oundation, led b! <s' Ma!ashree Baveendran, an 7%G that is "rimaril! wor/in to inte rate "ersons with disabilities into mainstream societ!; instituted Ca%in5are A$ility A/ards to celebrate the e0em"lar! s"irit of rare breed of individuals who have risen above their "h!sical limitations to dis"la! that attitude is ever!thin ' The annual awards which has been or anised for ) !ears in succession till date has ained enormous reco nition' <an! celebrities, social wor/ers, civil servants, and "eo"le from all wal/s of life contribute to the cause b! witnessin the awards and also contributin in the manner the! desire towards the Dust cause' The #avinKare *bilit! *wards, a total of four awards, are iven annuall! to salute "ersonal trium"hs, the e0traordinar! s"irit of achievement and a loo/in be!ond one5s own self and "h!sical limitations' The awards are N The #avinKare *bilit! *ward for 2minence (& *ward) N The #avinKare *blit! <aster! *wards (A *wards)

0anufacturin" &lant
#avinKare manufactures its entire "ortfolio of "roducts throu h in8house >lant at haridwar (3ttaranchal) and as well throu h #ontract <anufacturin b! outsourcin <anufacturin it to Third >art! 3nits' The Third "art!

units are located across .ndia in "laces li/e >ondicherr!, 7oida, *ssam and 6aridabad' These units "roduce and "ac/ various "roducts under the different #avinKare brands' #avinKare ma/es sure that 1ualit! &0

and consistenc! is maintained in all of these units as "er the BJF s"ecifications and manufacturin standards'

C5P. Plant at Harid/ar #avinKare5s own <anufacturin >lant which ot commissioned in 2006, is situated in "ictures1ue state of 3ttaranchal at 4idcul .ndustrial 2state, :aridwar with an area of , acres with a built u" area of around & la/h s1uare feet' .t is at a distance of 22? /ms from 7ew Felhi and ?2 /ms from state ca"ital Fehradun' The >lant ca"acit! is around ?000 <etric Tons and built with an investment of .7B @0 crores' The >lant is environment friendl! with effective waste mana ement s!stems in "lace' #urrentl!, sham"oos, creams, moisturi9in lotions and talcum "owder are bein manufactured here in various si9es and variants' The #om"an! has "lans to manufacture hair d!es and herbal "owders in near future' The entire machiner! in the >lant is im"orted in order to have the best out"ut, conformin to international manufacturin standards' The 4trate ic decision of the #om"an! to et into manufacturin for the first time after nearl! 2A !ears of its e0istence was to have better control over 1ualit! and "roduce consistent su""lies' This also hel"s enhance ca"acit! of "roduction to cater to ne0t three !ears of #om"an! rowth, time mana ement as well as to reduce frei ht cost' The >lant has verticall! inte rated manufacturin (manufacturin to "ac/a in ) with ver! minimal human intervention durin the "rocess' The >lant has a lean or ani9ational structure consistin of >lant :ead, Besource (eaders and *ssociates' #lose to &)) associates are currentl! em"lo!ed in the >lant' <ost of the associates are locals and freshl! "assed out students from hi h school' The! under o #avinKare s"onsored course in manufacturin from Fehradun .nstitute of Technolo ! for & month for conce"t develo"ment' The students have an in8>lant on Dob trainin for & !ear before the! et finall! absorbed in #om"an! rolls' Hi"! Perfor ance 6or1 +yste 7HP6+8 is a s"ecific combination of :B "ractices, wor/

structures, and "rocess that ma0imi9es em"lo!ee /nowled e, s/ill, commitment and fle0ibilit!' We have a wor/ culture where !ou have a self8motivated team, ever!one shares common "ur"ose, business result is "riorit!, self mana ed team, no su"erior, no ri id hierarch! and "rocedures, information is shared, to" mana ement will not et involved in da! to da! o"erations, em"lo!ees need not wait for o"erational decisions, thin s ha""en fast and &&

learnin is a wa! of life' PRODUCT AND +ER3ICE+ 6or the last two decades #avinKare has been "rovidin the .ndian mar/et with a ran e of hi h 1ualit! beaut! "roducts that are bac/ed b! modern research and develo"ment, a stron distribution networ/ and above all a selection of the safest in redients for the "roducts'

>ersonal #are

Baa a >rofessional

Fair! >roducts

6ood Fivision

-evera es8 <aa 6ruit Frin/

.nternational -evera es8 #avin+s 6lavored <il/ -usiness

&2

*. ABOUT THE +TUD,

*.1 RE3IE6 O-.ITERATURE -rand lo!alt!, a fascinatin but in tri in "henomenon has been a subDect of stud!

in the Westsinceabout&)20s'4ince then hundreds of studies concerned with brand lo!alt! have been underta/en in various countries with different mar/etin environment' :owever, for a variet! of reasons, studies investi atin this criticall! im"ortant as"ect of mar/etin are s"oradic in our countr!' * brief review of such dis"ersed efforts of research in the field of brand lo!alt! available with the researcher is attem"ted in the followin "ara ra"hs' *n im"ortant stud! relatin brand and store lo!alt! was attem"ted wa! bac/

in&)?6b! #unni ham,B'<'(&)?6)':e attem"ted to find out whether consumers who are brand lo!al area so store lo!al' :owever, the stud! could not establish a close association between store and brand lo!alt!' <itterstaedt, B' (&)?))observed that brand lo!alt! ma!be the cause of "urchasedissonancefeltb!theconsumeratthetimeof"urchaseofacertain"roduct O*=' *nd such e0"eriences ma! lead him to re"eat "urchase of "roduct O-='

>eesemiers,2'*',(&)?))=s a""roach brand switchin behavior was based on the "rice factor' :e em"hasi9ed the fact that "rice increase in the most "referred brand relative to the "rice of the other brands, is instrumental to induce brand8 switchin behavior in consumers'

#unni ham,B'<',(&)6&)undertoo/ a stud combinin consumer lo!alt! to store and brand' :e attem"ted to relate man! store and brand lo!al lists and tried to measure store lo!alt! b! the concentration of total food "roducts "urchased on "roduct b! "roduct basis' .n all, ei hteen "roduct classes were identified and anal!9ed' Gut of the same, onl! three "roduct classes how statisticall! si nificant co8relationco8 &A

efficient'.twasalsomade/nowninhisstud!thathi hstorelo!alt! did not necessaril! contributed to hi h brand lo!alt!' When brand lo!alt! was measured on a "roduct b! "roduct basis, si nificant association was found to e0ist in hi h brand lo!al families concentratin their "urchases in that "roduct class in one store' Tuc/erW'T',(&)6E)defined brand lo!alt! as three successive "reference of the same brand in their em"irical studies of this conce"t' Bonald, 6' and :ar"er, -' (&)6?) conducted a com"arative stud! and indicatedthatsocio8economicvariablescouldnotbedifferentiatedbetween"rivate manufacturers5 brand lo!al consumers' #unni ham, 4'<' (&)6@) e0amined the "attern of consumer behavior re ardin the selection of one+s favorite brand and its non8availabilit!' :e also anal!9ed a brand was "urchasin behavior re ardin the number of brands "urchased, and the "ercenta e of mone! s"ent on most fre1uentl! "urchased brands b! usin observed in the 4tud!' 4heth,M'7'andKe/etesan,<', (&)6,)su ested that "erceived ris/ is a necessar! lo!alt!score'Belationshi"betweenbrandlo!alt!andcertain"ersonalit!measures and

condition for the develo"ment of brand lo!alt!' The! tried to relate factors li/e co nitive dissonance and "erceived ris/ of brand lo!alt!' The! conducted a stud! in laborator! su the consumer' estin that "erceived ris/ is essential for the develo"ment of brand lo!alt!'Thesufficientconditionbein thee0istenceofwellestablishedbrandswhich

4eth,M'7'(&)6,)stud! on brand lo!alt! is based on the factor anal!tic a""roach which relates to the fre1uenc! of "urchases of a brand to "atterns of these "urchases b! the consumers and au e the level of brand lo!alt!'

4imon, M'('(&)6))attem"ted to anal!se the effect of advertisin

on the sales is

ofbrand'Theroleofadvertisementsinsha"in one5sima eand"erce"tionofbrands

/nown' <an! researchers have attem"ted to stud! the role of advertisements on brand lo!alt!' * successful advertisement must be able to transfer its distinctive &E

a""eal over to the brand'

#arman,M'<'(&)@0)was able to measure brand lo!alt! in some s"ecific "urchases made b! consumers of certain brands durin a set "eriod of time' *ccordin to him, brand lo!alt! is closel! associated with the consumers sho""in "attern and the amount of mone! s"ent b! consumers in sho""in ' There is also a close relationshi" between the amount of mone! s"ent on "urchases, the brand last "urchased, inter8 "urchase time, and store lo!alt!'

-ird,<',#hanon,#,and2herenber ,*'#',(&)@0) in their "a"er observed that attitudes and usa e level var! for different brands' The relationshi" between the attitudinal chan e and behavioral chan e with re ard to the same rou" of "eo"le was anal!9ed and studied b! #hanon and 2hrenber '

7ewman,M'W'andWebal,B'*'(&)@A) in their stud! found that there e0ists a close relationshi" between brand lo!alt! and the satisfaction derived after usin the "articular brand "urchased' <an! researchers em"hasi9ed the fact that store lo!alt! wasoneofthemostim"ortantfactorscorrelatin withbrandlo!alt!'Thisma! be due to the reason that store lo!alt! of a customer ma! restrict his choice to the limited variet!ofbrandsavailabletohiminthestoreheisusedto"urchasin 'Theduointheir"a"er"o intedoutthe/nownfactthatbrandlo!alt!isthenaturaloutcomeof brand satisfaction' The! observed that relativel! stron relationshi" e0ists between brand lo!alt! and satisfaction with a "resent "roduct of that brand'

Weinber , #'-', (&)@A)in his stud! "ointed out that com"etin brands occu"!in themar/etshelvescontributetodislo!alt!'Thisisbecauseofone=s "ersonal e0"erience and information ained throu h tr!in thesebrands'

4ho""in 8"roneness is another characteristic that has been related to brand lo!alt!' #onsumers, who are not sho""in thesestores, the! "rone, sho" in relativel! few stores' Within careful tendtobelo!altoasmallnumberofbrandsratherthanma/e &?

choices between the values bein offered b! these stores' When the store in which the sho""er normall! ma/es a "urchase, under oes substantial chan e (such as ownershi"), it ma! also affect the bu!ers lo!alt! to the manufacturer=s brand "urchased from that store earlier' The stud! underta/en b! 7orstorm,B'F'and4wan, M'2', (&)@6)on auto bu!ers, discloses the above findin s' #onsumerswithrelativel!lowerincomedonotindul eine0tensivesho""in means are also limited' The! also ma/e less use of the sho""in as their

alternatives

available'%oldman,*'(&)@6)inhisstud!onfurniturecameoutwiththeabove findin s' 4in h, M ' F ' and 4in h, B', (&),&),in their stud! e0amined the store "atrona e behavior of rou"s and found a "ositive correlation between brand and store lo!alt! of the consumers' 4ome brands have value e0"ressive dimensions, es"eciall!, commodities li/e clothin ' 4wart9,T'*'(&),A) in her stud! described the brand s!mbols and messa e differentiation' 4he c o n c l u d e d functional differences' The stud! made b! * rawal,*'K',(&),A) on contributor! factors ofbrand lo!alt!statusof.ndianconsumersrevealedthatconsumersin eneral,havebeen found to be 1uite lo!al to the brands of fre1uentl! "urchased items' The store lo!alt! was also observed to be hi h, thou h not as hi h as brand lo!alt!' .ncome of the household, si9e of the famil! and the a e of the household were "ositivel! correlated with brand lo!alt!' Mames, B'>', (&))E)in his stud! e0amined the brand lo!alt! and brand switchin behavior of coo/in oil consumers and observed the e0istence of a "ositive relationshi" between a e and education of the consumers and their brand lo!alt!' Television and news"a"er advertisements "la!ed a si nificant role in sha"in the brand lo!alt! behavior of the housewives' <ostl! out of stoc/ situation (G44)led to brand switchin behavior with the consumers' -esides, store lo!alt! and brand lo!alt! of the consumers are "ositivel! correlated' that individuals had different i n t e r " r e t a t i o n s f o r different brands of the same "roduct' The e0tent to which

&6

Baut,K'#'and7abi,<'K',(&)),)e0aminedhowfarthe"ost"urchase se1uential"attern of favorable "ost "urchase e0"erience, hi h "urchase intentions, brand lo!alt!, re"eat "urchases and recommendation to "otential bu!ers in that order holds ood in the .ndian mar/etin to inculcate stron environment incase of durable "roductli/e television' The! brand lo!alt!' .n short, brand lo!alt! behavior of television estin that brand lo!alt! varied for concluded that even hi h level of satisfaction at "ost "urchase sta e is not ade1uate owners more or less remained fra ile su different t!"es of "roductsLcate ories'

2lif*/a un,:andanG9demirand7eruettin>arilti,(200?) in anarticle "ublished in the Mournal of -usiness and 2conomics Besearch;<a!, 200?, titled brand (o!alt! in the #osmetics .ndustr!P * field stud! on Tur/ish women=s-rand(o!alt! amon #osmetics >roducts, studied the level and "attern of brand lo!alt! amon Tur/ish women' The! have further tried to anal!9e the relationshi" between demo ra"hic factors li/e a e, education level, cit! of residence and occu"ation and brand lo!alt!; the relationshi" between factors that cause lo!alt! for and switchin of brands and the Tur/ish women=s -rand lo!alt! behavior' The! concluded that firstl!, Tur/ish women do have brand lo!alt! amon the s/in care "roducts the! use; secondl!,thereisnosi nificantrelationshi"betweenawoman=sbrandlo!alt!for s/in care "roducts and her a e and education level but the cit! of residence of a womanandbrandlo!alt!fors/incare"roductsarerelatedtoeachother'Thirdl!, when anal!9in the relationshi" between a woman=s brand lo!alt! and the reasons that a "articular brand is selected, the! found that factors li/e "roduct advertisements, recommendations of famil! and friends, wide availabilit! of the "roduct and the brand name=sre"utationhadsi nificantrelationshi"withawoman=sbrandlo!alt! for s/in care "roducts but factors li/e "rice of the "roduct, "ac/a in , sales "romotion, and "roduct8s/in t!"e matchin did not' *nd finall! the! found out that here is si nificant relationshi" between a woman=s brand lo!alt! and her behavior that results from bein unable to find the desired "roduct while sho""in at as tore and when the "roduct is finished in stoc/'

>ani rahiBaDeshwariandBautKishore#handra, (2006)inaboo/titledQ#onsumerand-rand(o!alt!'have com"rehensivel! covered the (evel and >attern &@ of -rand (o!alt!

-ehaviorofconsumersinthe.ndian<ar/etin 2nvironment' -ased on a surve! wor/, the boo/ e0"lores the com"le0ities of brand alle iance behavior of6<#%bu!ers' .t attem"tsasubDectiveunderstandin of the factors havin adirectbearin onthelo!alt! leveland"atternofconsumersatthemar/et "lace'

*.* O$9ecti%e of t!e +tudy Pri ary O$9ecti%e: * stud! on brand lo!alt! for chinnis "roduct at cavin /are ltd +econdary O$9ecti%es: To determine the "erce"tion of retailers towards the chinnis brand' To understand the mar/et realit! about the chinnis' To anal!ses the mar/et shares of chinnis amon com"etitiors' To identif! the various after brand "referred b! retailers' To anal!ses of what ma/es customer havin brand lo!alt!'

&,

*.2 Need -or T!e +tudy: This stud! would hel" the mar/etin de"artment to understand its "osition throu h the e!es of the customer' This stud! would hel" the or ani9ation to sustain itself in the current mar/et situation and in the current mar/et situation and also to understand its stren th and wea/ness, when com"ares to the com"etitor brand' *.:+co&e Of T!e +tudy: The main aim of this "roDect wor/ is to stud! the brand lo!alt! about #hinni+s "roduct and also find out various com"etitive brand "referred b! the customer retailer "oint of view' The sale volume of the #hinnis "roduct would be raduall! increased b! "resentin the research re"ort'

&)

*.;.i itations of t!e +tudy: This stud! is onl! modest attem"t and not be claimed as com"rehensive one, further it is to be "ointed that data are inebriation for the stud! and conse1uentl! the findin s made out of it are reliable to the e0tent that the res"ondents have been forthri ht nourishin the same' Furin conductin this research . come across the followin limitationsP 8 Time is the im"ortant limitation' Fue to time constraints onl! limited "o"ulation is ta/en for the stud!' 6indin s based on this stud! cannot be used in other or ani9ations'

There are chances of misre"resentation res"onses'

The biased view of the res"ondent is another cause of the limitation

:owever in s"ite of these limitations all efforts have been "ut to ma/e the re"ort correct, enuine, and fulfillin the obDectives of the re"orts'

20

2. RE+EARCH 0ETHODO.O<,

Researc! The research com"rises of definin su and redefinin "roblems, formulatin data, ma/in h!"othesis or deductions and ested solutions; collectin , or ani9in and evaluatin

reachin conclusion; and at last carefull! testin the conclusions to determine whether the! fit formulatin h!"othesis' The research "rocess is carried out to a series of ste", which are re1uired to be ta/en in chorolo ical order' The maDor mar/etin research ste"s are as followsP >roblem identification' Besearch desi n' 6ieldwor/' Fata anal!sis J inter"retation' Be"ort >resentation' Pro$le Identification /ell identified The first and foremost ste" in this research is to identif! the "roblem chosen for investi ation' The ste" has ver! si nificance, once it is said =A Pro$le is !alf /ay to solution>. Gn the other hand if the "roblem identified va uel!, a wron "roblem is identified, or research is not clarified, then the research result ma! be com"letel! useless for the mana ement, and the research effort of the investi ation will be a futile e0ercise' Researc! Desi"n * research desi n is a master "lan or model for the formal investi ation' Gnce the formal investi ation is decided, the researcher must formulate the formal "lan of investi ation' * research desi n id the s"ecification of methods J "rocedure, for ac1uirin information needed for solvin the the "roblem' The formal investi ation "lan will

concentrate on the selection of sources of information and the selection of methods and

2&

"rocedures for atherin the data' Fata atherin forms are "re"ared' Ruestionnaires are tested, sam"les for investi ations are "lanned'

There are t!ree $asic ty&es of research desi nP8

Descriptive

Exploratory
.n m! research . have used the descri"tive research desi n Descri&ti%e Researc! Desi"n

Casual

Fescri"tive research is underta/en when the researcher want to /now the characteristics of certain rou"s' The desi n in such stud! must be ri id and must focus attention on the followin 6ormulatin the obDectives of the stud!, Fesi nin the method of data collection, 4electin the sam"le, #ollectin the data, >rocessin and anal!9in the data' +A0P.IN< 0ETHOD:

+a &lin" Desi"n * sam"le desi n is definite "lan obtainin a sam"le from a iven "o"ulations' .t refers to the techni1ue or a "rocedure, the researcher would ado"t in selectin items for the sam"le'

+a &lin"

et!od

22

6or this research #onvenience 4am"lin is used' *s the name im"lies, convenience sam"lin refers to the collection of information from members of the "o"ulation who are convenientl! available'

Con%enience +a &lin" 3nder this sam"le the researcher selects the most accessible "o"ulation member from which to obtain the information' .t involves choosin of the sam"les on the convenience basis' +a &le si#e The sam"le si9e for this stud! is ta/en as &20 for the interview and issue 1uestionnaires' Data collection et!od

Ruestionnaire had been "re"ared to et the res"onse of the "eo"le as "er uided b! the or ani9ational uide' To "rovide the best end results without an! /ind of biasness, which can ive a brief idea about sam"lin and would be beneficial for ma/in inferences for tabulations and calculations with research instruments? . made a surve! throu h 1uestionnaire as "re"ared b! me'

DATA +OURCE
There are two sources of data collectionP >rimar! data source 4econdar! data source'

+ources of Data
Pri ary Data
>rimar! data are those data, which are obtained for the first time b! the investi ator himself' .n order words, b! "rimar! data we mean those data, which are ori inall!, i'e', those in which little or no rou"in has been made, the instance bein recorded or itemi9ed encountered' The source of "rimar! data used in m! "roDect is the 1uestionnaire' >rimar! are the raw data li/e raw material' >rimar! data are accordin to obDect of investi ation and used without correction' The collection of "rimar! data re1uires lar e sum, ener ! and time' >recautions are not necessar! in the use of the "rimar! data'

+econdary Data
4econdar! data means data that are alread! available i'e; the! refer to the data, which have alread! been collected and anal!9ed b! someone else' When the researcher utili9es secondar! 2A

data, then he has to loo/ in to various sources from where he can obtain them' .n this cause he is certainl! not confronted with the "roblems that are usuall! associated with the collection of ori inal data' 4econdar! data ma! either be "ublished data or un"ublished data'

TOO.+ -OR ANA.,+I+: +TATI+TICA. TOO.+ ADOPTED -OR THE +TUD,

The statistical tools ado"ted in the research are below' This is used to frame a list of findin s which is useful to ive su CHI ? +@UARE TE+T T6O 6A, ANNO3A estions'

CHI ? +@UARE TE+T: The obDective of chi8s1uare test is to determine whether the real of si nificant difference e0ists amon the various rou"s' #hi ; s1uare test involves com"arison whether the difference between the two is reater than that mi ht occur b! chan eP The null h!"othesis is reDected if the com"uted value is reater than the tabulated value' The null h!"othesis is reDected if the com"uted value is less than the tabulated value' -OR0U.A: 2 S (Gi ; 2i) 2 L 2i Gi S G-42BK2F 6B2R327#T 2i S 2U>2#T2F 6B2R327#T T6O 6A, ANNO3A: The two8wa! anal!sis of variance is an e0tension to the one8wa! anal!sis of variance' There are two inde"endent variables (hence the name two8wa!)'

Assu &tions:

The "o"ulations from which the sam"les were obtained must be normall! or a""ro0imatel! normall! distributed' The sam"les must be inde"endent' 2E

The variances of the "o"ulations must be e1ual' The rou"s must have the same sam"le si9e'

T6O 6A,ANO3A table for an a 0 b factorial e0"eriment is 4ource 6actor * 6actor .nteraction *## ##(*) ##(-) ##(*-) df (a 8 &) (b 8 &) (a8&)(b8&) # #(*) S ##(*)L(a8&) #(-) S ##(-)L(b8&) #(*-)S ##(*-)L(a8&)(b8&) ##$L(% 8 ab)

2rror ##$ (% 8 ab) Total (#orrected) 44(Total) (% 8 &) ONE 6A, ANO3A

The *7GK* tests the null h!"othesis that sam"les in two or more rou"s are drawn from "o"ulations with the same mean values' To do this, two estimates are made of the "o"ulation variance' These estimates rel! on various assum"tions)' The *7GK* "roduces an 68statistic, the ratio of the variance calculated amon the means to the variance within the sam"les' .f the rou" means are drawn from "o"ulations with the same mean values, the variance between the rou" means should be lower than the variance of the sam"les, followin the central limit theorem' * hi her ratio therefore im"lies that the sam"les were drawn from "o"ulations with different mean values' The one8wa! anal!sis of variance (*7GK*) is used to determine whether there are an! si nificant differences between the means of two or more inde"endent (unrelated) rou"s (althou h !ou tend to onl! see it used when there are a minimum of three, rather than two rou"s)' 6or e0am"le, !ou could use a one8wa! *7GK* to understand whether e0am "erformance differed based on test an0iet! levels amon st students, dividin 2? students into three

inde"endent

rou"s (e' ', low, medium and hi h8stressed students)' .t is

im"ortant to realise that the one8wa! *7GK* is an omnibus test statistic and cannot tell !ou which s"ecific rou"s were si nificantl! different from each other; it onl! tells !ou that at least two rou"s were different' 4ince !ou ma! have three, four, five or more rou"s in !our stud! desi n, determinin which of these rou"s differ from each other is im"ortant' Ty&e of +tore -re)uency Percenta"e >ett! 4ho" Kirana 4tore 4u"er <ar/et -a/er! Total &6 E0 E, &6 &20 &A'A AA'A E0'0 &A'A &00'0

:.

DATA ANA.,+I+ AND INTERPRETATION

Percenta"e Analysis:

Ta$le No: :.1 ? Ty&e Of +tore

C!art No: :.1 ? Ty&e Of +tore

26

Inference: 6rom the above table and chart it is inferred that &A'AC of res"ondents states that their customer holdin >ett! 4ho" ,AA'AC res"ondents states that their customer holdin Kirana 4tore are their customers, E0C of their res"ondents states that their customer holdin su"ermar/et and &A'A C customer holdin ba/er!'

Ta$le No: :.* ? 3arious Brand

Brand #hinnis BaDas BaDaram5s 7athans Total -re)uency A2 2E E, &6 &20 Percenta"e 26'@ 20'0 E0'0 &A'A &00'0

2@

Inference: 6rom the above table and #hart it is inferred that 26'@C of res"ondents states that the! >urchasin chinni+s,20C 0f the res"ondents states that the! >urchasin BaDas -rand, E0C of the res"ondent states that the! "urchase raDarams+s and &A'AC of the res"ondent state that the! "urchase 7athans brand'

Ta$le No: :.2A Ho/ do you 5no/ A$out T!e Product

Ho/ do you 5no/ A$out T!e Product 4ales 20ecutive Gther Total -re)uency @2 E, &20 Percenta"e 60'0 E0'0 &00'0

C!art No: :.2 A Ho/ do you 1no/a$out t!e Product

2,

Inference: 6rom the above table and #hart it is inferred that 60C of res"ondents states that the! came to /now about the "roduct throu h 4ales 20ecutive, while E0C res"ondents states that the! #ame to /now about the "roduct throu h others'

Ta$le No: :.:? Purc!asin" t!e Product

Often to Purc!ase Fail! Wee/l! <onthl! Total -re)uency @2 , E0 &20 Percenta"e 60'0 6'@ AA'A &00'0

C!art No: :.: A Purc!asin" t!e Product

2)

Inference: 6rom the above table and chart it is inferred that 60 C of res"ondents states that the! "urchase the "roduct dail! while 6'@C of res"ondents states that the! "urchase "roduct monthl! and AA'AC of the res"ondent states that the! "urchase the "roduct monthl!''

Ta$le No: :.; ? Ty&e of Product Purc!ase -ro

Product >ic/les -evera es 4nac/s Fair! >roduct Total -re)uency &6 E, E0 &6 &20

t!is Co &any
Percenta"e &A'A E0'0 AA'A &A'A &00'0

A0

C!art No: :.; A Ty&e of Product Purc!ase fro

t!is Co &any

Inference: 6rom the above table and chart it is inferred that &A'A C of res"ondents states that the! "urchase the "ic/les while E0C of res"ondents states that the! "urchase bevera es, AA'AC of res"ondents states that the! "urchase snac/s and &A'AC of the res"ondent states that the! "urchase dair! "roduct '

Ta$le No: :.B ? .e%el Of +atisfaction for Price

+atisfaction Price :i hl! 4atisfied 4atisfied 7eutral Total -re)uency E0 ?6 2E &20 Percenta"e AA'A E6'@ 20'0 &00'0

C!art No: :.B A .e%el Of +atisfaction for Price

A&

Inference: 6rom the above table and chart it is inferred that AA'A C of res"ondents states that the! hi hl! satisfied with the "rice while E6'@C of res"ondents states that the! satisfied with the "rice and 20C of the res"ondent state that the! neutral with the "rice'

Ta$le No: :.C ? .e%el of +atisfaction for )uality

+atisfaction @uality :i hl! 4atisfied 4atisfied Total -re)uency 2E )6 &20 Percenta"e 20'0 ,0'0 &00'0

C!art No: :.C ? .e%el of +atisfaction for @uality

A2

Inference: 6rom the above table and chart it is inferred that 20 C of res"ondents states that the! satisfied with the 1ualit! while ,0C of res"ondents states that the! hi hl! satisfied with the 1ualit!'

Ta$le No: :.D ? .e%el Of +atisfaction for Taste

+atisfaction Taste :i hl! 4atisfied 4atisfied Total -re)uency E, @2 &20 Percenta"e E0'0 60'0 &00'0

C!art No: :.D ? .e%el of +atisfaction for Taste

AA

Inference: 6rom the above table and chart it is inferred that E0 C of res"ondents states that the! hi hl! satisfied with the taste while 60C of res"ondents states that the! satisfied with the taste'

Ta$le No: :.E ? .e%el of +atisfaction for Pac1a"in"

+atisfaction Pac1a"in" :i hl! 4atisfied 4atisfied 7eutral Total -re)uency &6 ,0 2E &20 Percenta"e &A'A 66'@ 20'0 &00'0

C!art No: :.E A .e%el of +atisfaction for Pac1a"in"

AE

Inference: 6rom the above table and chart it is inferred that &A'A C of res"ondents states that the! hi hl! satisfied with the "ac/a in while 66'@C of res"ondents states that the! satisfied with the "ac/a in and 20C of the res"ondent state that the! neutral with the "ac/a in '

Ta$le No: :.1F A .e%el of +atisfaction for Discount

+atisfaction Discount 4atisfied 7eutral Total -re)uency E0 ,0 &20 Percenta"e AA'A 66'@ &00'0

C!art No: :.1F A .e%el of +atisfaction for Discount

A?

Inference: 6rom the above table and chart it is inferred that AA'A C of res"ondents states that the! satisfied with the discount while 66'@C of res"ondents states that the! neutral with the discount'

Ta$le No: :.11 ? Trust t!e Brand

Trust Ker! <uch 7eutral Total -re)uency ,, A2 &20 Percenta"e @A'A 26'@ &00'0

A6

C!art No: :.11 ? Trust t!e Brand

Inference: 6rom the above table and chart it is inferred that @A'A C of res"ondents states that the! ver! much trust with the brand while 26'@C of res"ondents states that the! ver! much trust with the brand'

Ta$le No: :.1* A Brand Na e Influence ,our Decision 0a1in" In Purc!asin"

Decision Tes 7o Total -re)uency &0E &6 &20 Percenta"e ,6'@ &A'A &00'0

A@

C!art No: :.1* A Brand Na e Influence ,our Decision 0a1in" In Purc!asin"

Inference: 6rom the above table and chart it is inferred that ,6'@ C of res"ondents states that the! will influence the brand while "urchase while &A'AC of res"ondents+ states that the! won+t influence the brand while "urchase'

Ta$le No: :.12 ? Period of Purc!asin" t!e Brand

Period of Purc!asin" (ess Than Gne Tear &82 Tears Total -re)uency &0E &6 &20 Percenta"e ,6'@ &A'A &00'0

A,

C!art No: :. 12 ? Period of Purc!asin" t!e Brand

Inference: 6rom the above table and chart it is inferred that ,6'@ C of res"ondents states that the! bu!in the "roduct less than one !ear, while &A'AC of res"ondents+ states that the! bu!in the "roduct &82 !ears'

Ta$le No: :.1: ? Distri$utor Res&onse

Distri$utor %ood <oderate Total -re)uency ,0 E0 &20 Percenta"e 66'@ AA'A &00'0

A)

C!art No: :.1: ? Distri$utor Res&onse

Inference: 6rom the above table and chart it is inferred that 66'@ C of res"ondents states that distributor res"onse is ood, while AA'AC of res"ondents+ states that the! feel that distributor res"onse is moderate'

Ta$le No: :.1; ? 6!en out Of +toc1

6!en Product Outof+toc1 >urchase Fifferent brand

-re)uency &20

Percenta"e &00'0

C!art No: :.1; A 6!en out Of +toc1

E0

Inference: 6rom the above table and chart it is inferred that &00 C of res"ondents states that the! "urchase different brand when the "roduct is out of stoc/'

Ta$le No: :.1B ? Alternati%e Brand

Alternati%e Brand Ker! 3nli/el! 3n (i/el! 6air Total -re)uency E0 ?6 2E &20 Percenta"e AA'A E6'@ 20'0 &00'0

C!art No: :.1B ? Alternati%e Brand

E&

Inference: 6rom the above table and chart it is inferred that AA'A C of res"ondents states that the! bu! the alternative brand ver! unli/el!, while E6'@C of res"ondents+ states that the! the! bu! the alternative brand unli/el!, 20C of res"ondents states that the! bu! the alternative brand fair'

Ta$le No: :.1C ? Attri$ution To/ards Price

Attri$ution Price %ood *vera e Total -re)uency &0E &6 &20 Percenta"e ,6'@ &A'A &00'0

C!art No: :.1C ? Attri$ution To/ards Price

E2

Inference: 6rom the above table and chart it is inferred that ,6'@ C of res"ondents states that the! attribution towards "rice is ood, while &A'AC of res"ondents+ states that the! attribution towards "rice is avera e'

Ta$le No: :.1D ? Attri$ution To/ards @uality

Attri$ution @uality %ood *vera e Total -re)uency &&2 , &20 Percenta"e )A'A 6'@ &00'0

C!art No: :.1D A Attri$ution To/ards @uality

EA

Inference: 6rom the above table and chart it is inferred that )A'A C of res"ondents states that the! attribution towards 1ualit! is attribution towards 1ualit! is avera e' ood, while 6'@C of res"ondents+ states that the!

Ta$le No: :.1E ?Attri$ution To/ards Taste

Attri$ution Taste %ood *vera e Total -re)uency ,0 E0 &20 Percenta"e 66'@ AA'A &00'0

EE

Ta$le No: :.1E ?Attri$ution To/ards Taste

Inference: 6rom the above table and chart it is inferred that 66'@ C of res"ondents states that the! attribution towards taste is ood, while AA'AC of res"ondents+ states that the! attribution towards taste is avera e'

Ta$le No: :.*F ?Attri$ution To/ards Pac1a"in"

Attri$ution Pac1a"in" %ood *vera e Total -re)uency ?6 6E &20 Percenta"e E6'@ ?A'A &00'0

E?

C!art No: :.*F A Attri$ution To/ards Pac1a"in"

Inference: 6rom the above table and chart it is inferred that E6'@ C of res"ondents states that the! attribution towards "ac/a in is ood, while ?A'AC of res"ondents+ states that the! attribution towards "ac/a in is avera e'

Ta$le No: :.*1?Attri$ution To/ards Discount

Attri$ution Discount %ood *vera e Total -re)uency E0 ,0 &20 Percenta"e AA'A 66'@ &00'0

E6

C!art No: :.*1?Attri$utionTo/ards Discount

Inference: 6rom the above table and chart it is inferred that AA'A C of res"ondents states that the! attribution towards discount is attribution towards discount is avera e' ood, while 66'@C of res"ondents+ states that the!

Ta$le No: :.** ? Buyin" Be!a%iour

Buyin" Be!a%iour Tes 7o Total -re)uency )6 2E &20 Percenta"e ,0'0 20'0 &00'0

E@

C!art No: :.** ? Buyin" Be!a%iour

Inference: 6rom the above table and chart it is inferred that ,0 C of res"ondents states that their bu!in behavior is based on brand ima e "rice is ver! im"ortant, while 20C of res"ondents+ states that their bu!in behavior is not based on brand ima e'

Ta$le No: :.*2 ? A/areness of C!innis Brand

A/areness Tes 7o Total

-re)uency &0E &6 &20

Percenta"e ,6'@ &A'A &00'0

E,

C!art No: :.*2 AA/areness of C!innis Brand

Inference: 6rom the above table and chart it is inferred that ,6'@ C of res"ondents states that their *ware of chinnis brand, while &A'AC of res"ondents+ states that their not aware of chinnis based'

Ta$le No: :.*: ? A%aila$le of Product

A%aila$le Of Product *lwa!s 4ometimes Total -re)uency @2 E, &20 Percenta"e 60'0 E0'0 &00'0

E)

C!art No: :.*: A A%aila$le of Product

Inference: 6rom the above table and chart it is inferred that 60 C of res"ondents states that the! alwa!s et the "roduct, while E0C of res"ondents+ states that sometime the! will et the "roduct'

:.*;CHI +@UARE TE+T:

NU.. H,POTHE+I+: There is no si nificance difference between T!"e of sho" and >urchase of various brands. A.TERNATE H,POTHE+I+: There is si nificance difference between T!"e of sho" and >urchase of various brands.

Ta$le for C!i +)uare Test: ?0

>articular >ett! 4ho" 4tore 4u"er <ar/et -a/er! Total

-rand #hinnis 0 BaDas 0 0 2E 0 2E BaDaram5s 7athans &6 A2 0 0 E, 0 0 0 &6 &6

Total &6 E0 E, &6 &20

Kirana 4tore , 2E 0 A2

Result: #alculated Kalue S 2&? Table Kalue S&6')&) Fe ree Gf 6reedom S ) (evel Gf 4i nificance S ?C

Calculated 3alue G Ta$le Hence Null !y&ot!esis is Re9ected Inference: There is si nificance difference between T!"e of sho" and >urchase of various brands.

?&

Ta$le No: :.*B ONE 6A, ANO3A

NU.. H,POTHE+I+: There is no si nificance difference between *bout the #om"an! and #ustomer Trust to the #om"an!' A.TERNATI3E H,POTHE+I+: There is si nificance difference between *bout the #om"an! and #ustomer Trust to the #om"an!.

Ta$le::.*B

>articulars -etween %rou"s Within %rou"s Total

4um of 41uares ?)',&? &))'A,? 2?)'200

df

<ean 41uare

4i '

& &&, &&)

?)',&? &'6)0

A?'E00

'000

Result: #alculated Kalue S A?'E00 Table Kalue S&6&'E@ Fe ree Gf 6reedom &) (evel Gf 4i nificance S ?C

Calculated 3alue H Ta$le ?2

Hence Null !y&ot!esis is Acce&ted Inference: There is no si nificance difference between *bout the #om"an! and #ustomer Trust to the #om"an!'

;.
;.1 -INDIN<+

+u

ary Of -indin"s

#avin Kare has E0C of their customer holdin 4u"ermar/et' <ost of the res"ondent states that the! >urchase BaDarams+s <ost of res"ondents states that the! came to /now about the "roduct throu h 4ales 20ecutive <ost of res"ondents states that the! "urchase the "roduct dail!' <ost of res"ondents states that the! "urchase bevera es' <ost of res"ondents states that the! satisfied with the "rice' ,0C of res"ondents states that the! hi hl! satisfied with the 1ualit! of the "roduct' <ost of res"ondents states that the! satisfied with the taste of the "roduct' <ost of res"ondents states that the! satisfied with the "ac/a in ' <ost of res"ondents states that the! neutral with the discount' <ost of res"ondents states that the! ver! much trust with the brand' ?A

 <ost of res"ondents states that the! will influence the brand while "urchase' ,6'@ C of res"ondents states that the! bu!in the "roduct less than one !ear' <ost of res"ondents states that distributor res"onse is ood' <ost of res"ondents states that the! "urchase different brand when the "roduct is out of stoc/' <ost of res"ondents+ states that the! bu! the other brand unli/el!' <ost of res"ondents states that the! attribution towards "rice is ood'' <ost of res"ondents states that the! attribution towards 1ualit! is ood' <ost of res"ondents states that the! attribution towards taste is ood' <ost of res"ondents+ states that the! attribution towards "ac/a in is avera e' <ost of res"ondents+ states that the! attribution towards discount is avera e' <ost of res"ondents states that the brand is ver! im"ortant' <ost of res"ondents states that the desi n is not im"ortant' <ost of res"ondents+ states that the 1ualit! is im"ortant' <ost of res"ondents+ states that the "rice is 7eutral' <ost of res"ondents states that their bu!in behavior is based on brand ima e "rice is ver! im"ortant' ?E

 <ost of res"ondents states that the! aware of #hinnis -rand, <ost of res"ondents state that the! alwa!s et the "roduct when it+s needed' There is no si nificance difference between *bout the #om"an! and #ustomer Trust to the #om"an!' There is si nificance difference between T!"e of sho" and >urchase of various brands. ;.* +U<<E+TION+ #om"an! should focus on "romotin chinni+s "articularl! in de"artmental store and /irana sho" #om"an! has to advertise in Television to create awareness and im"rove sales There should be "ro"er distribution of the "roduct which im"roves the satisfaction level of customers' The >ac/a in of the "roduct has to be trans"arent, which hel"s to attract more customers' The com"an! should focus on the "ricin strate ies and discount should be iven to the customer' The com"an! can conduct s"ecial "resentation and "ro rams in schools and colle es the awareness of the "roduct'

??

;.2CONC.U+ION The main obDective of the stud! is to find out the satisfaction level of the customers which hel"s in buildin brand lo!alt! with reference to CA3IN 5ARE .TD in CHENNAI' .t is found that customer satisfaction level is relatin to #ost, Rualit!, Ruantit!, "ac/a in ood' The satisfaction level of customers were 1uite ood' To be in turn with the

chan in ties and the ra"idl! chan in technolo ies CA3IN 5ARE .TDneeds the ri ht talent with rich ideas and creativit! to maintain their leadershi" "osition in toda!+s fast "aced lobal mar/et' This "roDect ives a bird+s e!e view of customers+ res"onse and "rovides some su estion' .m"lementation of the su estion would hel" the com"an! to retain its "residential status in the industr!'

?6

B. ANNEIURE B.1 BIBI.IO<RAPH,

>hili" Kotler, Kevin Keller (200)), <ar/etin <ana ement (Thirteenth 2dition)

<ar/etin <ana ement, the <c%raw8:ill #om"an! BaDan 4a0ena (Third 2dition) Besearch <ethodolo ! b! Kothari <*%*V.724P *) G3T(GGK -34.7244 (62-, 20&A) -) -34.7244 4T*7F*BF (M*7, 20&A)

6EB.IO<RAPH, ///."oo"le.co www'wi/i"edia'com www'cavin/are'com

?@

B.* @UE+TIONNAIRE A +TUD, ON BRAND .O,A.T, -OR CHINNI+ PRODUCT AT CA3IN 5ARE .TD Personal Detail:
7ame of the sho"P *reaP &' What /ind of store do !ou own? a' >ett! sho" b' Kirana 4tore c' 4u"er mar/et d' -a/er! 2' Which brand would !ou "refer to bu! "ac/ed food "roduct li/e "eanut? a' #hinni+s b' BaDas c' BaDarams d' 7athans A' :ow did !ou come to /now about this com"an! a' 4ales 20ecutive b' >rint <edia c' Gnline *dvertisin ?,

d' Gther E' :ow often do !ou "urchase from this com"an!? a' Fail! b' Wee/l! c' <onthl! d' Barel! e' 6ortni htl! ?' What t!"e of "roduct do !ou "urchase from this com"an!? a' >ic/les b' -evera es c' 4nac/s d' Fair! >roduct 6' >lease mar/ !our level of satisfaction in accordance to factor when !ou "urchase from !our "referred branded com"an!?
6actor :i hl! 4atisfied >rice Rualit! Taste >ac/a in Fiscount 4atisfied 7eutral Fissatisfied

@' :ow much !ou trust the brand? a' Ker! much b' 7eutral c' 7ot at all ,' Foes brand name influence !our decision ma/in in "urchasin ? a' Tes b' 7o )' :ow lon !ou have been "urchasin this brand? a' (ess than one !ear b' &82 !ears c' 28? !ears ?)

d' <ore than ? !ears &0' :ow do !ou feel about distributor res"onse? a' %ood b' <oderate c' >oor &&' What would !ou do if the brand of "ic/leL"eanut !ou wish to "urchase is out of stoc/? a' >urchase different brand b' Fela! "urchase &2' Will !ou switch to other alternative brand if the! often a similar but chea"er "roduct? a' Ker! unli/el! b' 3nli/el! c' 6air d' (i/el! e' Ker! li/el! &A' <a/e !our o"inion re ardin various attribution of this brand?
*ttribution >rice Rualit! Taste >ac/a in Fiscount %ood *vera e >oor

&E' :ow would !ou ran/ our brand?

6actor -rand 7ame Fesi n Kalue Rualit! >rice Ban/

&?' Fo !ou thin/ the ima e of the brand can influence the bu!in behavior? a' Tes 60

b' 7o &6' Foes customer have an! awareness of the #hinni+s brand? a' Tes b' 7o &@' *re our "roducts available whenever !ou are in need of it? a' *lwa!s b' 4ometimes c' Barel! &,' >lease ive !our valuable su estion to im"rove their service '''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''''' WWWWWWWWWWWWWWWWWWWWWWWWWWWW'''WWWW'WWW WWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWWW

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