INTRODUCTION

With the growth of industrial, commercial and household activities the demand of office
automation, equipments and steel furniture has increased considerably, Steel furniture is
preferred over other kinds of furniture due to its durability, fold ability (in many cases)
and easy transportability. This profile envisages production of steel almirahs, steel cup
boards and steel chairs. These items find their etensive use in industrial, commercial
and household activities. The global furniture market can be broadly categori!ed into four
categories " domestic furniture, office#corporate furniture, hotel furniture and furniture
parts. $lobally, domestic furniture accounts for %& per cent of the production value,
whilst corporate#office furniture represents '& per cent, hotel furniture '& per cent and
furniture parts & per cent. (ccording to a World )ank study, the organi!ed furniture
industry is epected to grow by *+ per cent every year. ( large part of this growth is
epected to come from the rapidly growing consumer markets of (sia, implying
significant potential for growth in the ,ndian furniture sector. (s of *++%, the ,ndian
furniture market is estimated to be worth -S. /,0** million. 1f this, wooden furniture
accounts for -S. ',2&3 million. (bout '' per cent (-S. '&* million) of this (wooden
furniture) is imported and imports are growing at &+ to %+ per cent every year. ,ndia was
the largest furniture importer in the world in *++4"+&, with a '/ per cent share in the
furniture imports worldwide. ( total of '+, 4/% importers shipped furniture to ,ndia
during this period, mainly from ,taly, $ermany, Spain, 5hina, 6orea, 7alaysia,
,ndonesia, 8hilippines and 9apan. The furniture sector in ,ndia makes a marginal
contribution to the $ross :omestic 8roduct ($:8), representing about +.& per cent of the
total $:8. The ma;or part of this industry, approimately 3& per cent is in the
unorgani!ed sector. The remaining '& per cent comprises of large manufacturers, such as,
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$odre; < )oyce 7anufacturing 5o. =td., )8 >rgo, ?eatherlike, @aworth, Style Spa,
Aantra, Benaissance, 7illennium =ifestyles, :urian, 6ian, Tangent, ?urniture 5oncepts,
?urniturewala, Cuari, Tru!o, D B 9asani < 5ompany, E2 >ngineers, 8S= 7odular
?urniture, etc. The range of indigenous furniture available in ,ndia, includes both
residential and contract system furniture. 7anufacturers in ,ndia usually use a three"tier
selling and distribution structure, comprising of the distributor, wholesaler and retailer.
The market is mainly concentrated in (, ) and 5 category cities (the top &30 cities). (
and ) type cities together constitute 22 per cent of the total market. With a healthy
economy and increased household and institutional spending, the market is growing
steadily.
Home furniture
@ome furniture in ,ndia is available in a wide range, to cater to different customer needs.
( typical middle class urban ,ndian home has five rooms (including kitchen and
bathroom). (bout *& per cent of the urban population lives in homes with five rooms or
more, while 4& per cent live in houses with three rooms or less. (bout '% per cent is
estimated to live in single"room homes. The type of furniture used depends on the
customerFs affluence and taste. The rich and upper middle class is typically very attentive
to design and quality, so price is rarely a determining factor. ,n general, >uropean style
furniture is only found in homes of the urban upper class. :emand for furniture of
international standards is limited to the larger cities. ,t is also estimated that the wealthier
classes do not change furniture very frequentlyG the average life of a piece of furniture is
about *+ years and some craftsmenFs pieces are used for as long as &+"/+ years. 5olonial
furniture is still very common in ,ndia, but the trend seems to be declining slowly.
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Office Furniture
The office furniture segment caters to the commercial and office space. This segment has
witnessed rapid growth in recent years, in line with the growth in the ,ndian economy and
subsequent demand for office space. The thrust on real estate and office construction is
epected to sustain in the near future, indicating continued growth for the furniture
industry.
Contract segment
The contract segment caters primarily to hotels and its growth is consequently linked to
growth in tourism and development of new hotels. There are around ',*++ hotels in ,ndia
in the organi!ed sector.
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Objectives of the study
The main purpose of the study is to know the growth of furniture in $ha!ipur city. ,n the
present competitive environment it is very crucial to every business firm to ensure
satisfaction to its customers and made growth in business. (ccording to one survey it was
found that it costs five times more to attract a new customer than to retain an eisting
customer. So with all these parameters taking into consideration one can say that it is very
important to provide goods and services that satisfy customers needs or wants irrespective
of the industry or scale of the business in which a firm is operating.
@ere the main purpose of the report is to know the various factors ;ust like
promotional activities, pricing strategy, easy to access and also B<: that are very
important in satisfying the customerFs needs and to know how companies are ensuring its
growth. The epectations of customers are vary from one customer to the other customer.
?or eample some customers are only concerned about the picture quality that they are
getting in furniture but at the same time there are some other customers who are very
specific about the quality and some other parameters. ,t is very difficult to any business
firm to satisfy all the epectations of all customers but there are some common factors
that are essential to fulfill.
The following are the ob;ectives of the report
To study the promotional strategy < effect on furniture in gha!ipur city.
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To find the etent of brand loyalty of consumers that eists among different
furniture in gha!ipur city.
To identify how the brand building helps in meeting the customersF epectations
to meet their satisfaction and investment ob;ectives.
To study the influence of various aspects on buying behavior. These factors areH "
- price quality - )rand name < others features.
The final decision of transaction is totally depend on the consumer, consumer may
have different perception for his satisfaction for particular brand and company has
to fulfill consumerFs requirement. @ence the concerned pro;ect is undertaken, to
analy!e the customerFs requirement.
To Study the availability of different furniture co. showrooms and service centers
in gha!ipur.
To study about the preference criteria of customers in gha!ipur city.
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Im!ortance of the study
The importance of a pro;ect report is following.
The study will help to know that what additional features < what facilities should
be increase.
5ustomer is satisfied with the product and services provided by companies or he
is dissatisfied.
,t helps in identify reason behind dissatisfactions.
The importance of study is that it is helpful to make future policy of the company.
,t is important to create a new plan for products < services in future with unique
quality < facilities that will be preferred by the customers.
To know the factor behind purchase of furniture.
To know the recent technologies and growth rate of furniture in gha!ipur city.
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"co!e of the study
The scope of this pro;ect is the study the product quality and growth of the company. ,t
covers a wide range analysis of the company that what kind of product quality services
has been provided by the company, what are the qualities of products, what are the
satisfaction level of the customer by the of the company, working and promotional
process of the company, @ow the company satisfy the customer by its product.
This study also shed light on the relationship of company with customers. The study also
covers the behavioral pattern of company employees with the customer at the time of
complains for any product and how they provide service to them and satisfaction
according to choice of furniture in gha!ipur city.
The response of the centre towards the customer also covered in this study. (fter analysis
the researcher comes to know that the customer response centre gives good response to
each and every complaint and do its best of satisfy the customers by its service and
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products provided by the furniture in gha!ipur city. (fter analysis the researcher comes to
know that the recent technologies and growth rate of furniture in gha!ipur city.
Research #ethodo$ogy
Besearch in a common language refers to a search of knowledge. Besearch is scientific <
systematic search for pertinent information on a specific topic, infect research is an art of
scientific investigation. Besearch 7ethodology is a scientific way to solve research
problem. ,t may be understood as a science of studying how research is donFt
scientifically. ,n it we study various steps that are generally adopted by researchers in
studying their research problem. ,t is necessary for researchers to know not only research
method techniques but also technology. The scope of Besearch 7ethodology is wider
than that of research methods.
The research problem consists of series of closely related activities. (t times, the first step
determines the native of the last step to be undertaken. Why a research has been defined,
what data has been collected and what a particular methods have been adopted and a host
of similar other questions are usually answered when we talk of research methodology
concerning a research problem or study. The pro;ect is a study where focus is on the
following pointsH
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Research Design%-
( research design is defined, as the specification of methods and procedures for acquiring
the ,nformation needed. ,t is a plant or organi!ing framework for doing the study and
collecting the data. :esigning a research plan requires decisions all the data sources,
research approaches, Besearch instruments, sampling plan and contact methods. The
study &as descri!tive 'ind of research(
Besearch design is mainly of following typesH
)->ploratory research.*-:escriptive studies.+-5ausal studies#>perimental studies
)( ,-!$oratory research%-
The ma;or purposes of eploratory studies are the identification of problems, the more
precise ?ormulation of problems and the formulations of new alternative courses of
action. The design of eploratory studies is characteri!ed by a great amount of fleibility
and ad"hoc veracity
.*( Descri!tive research%-
:escriptive research in contrast to eploratory research is marked by the prior
formulation of specific research Iuestions. The investigator already knows a substantial
amount about the research problem. 8erhaps as a Besult of an eploratory study, before
the pro;ect is initiated. :escriptive research is also characteri!ed by a 8replanned and
structured design.
+( Causa$ studies.,-!erimenta$ studies
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( casual design investigates the cause and effect relationships between two or more
variables. The hypothesis is tested and the eperiment is done. There are following types
of casual designs
a. (fter only with control design
b. )efore after with control design
c. )efore after without control design
d. 5onsumer panel design
e. >"post facto design
Besearch :esign has been classified into four subsections they areH
)(Sample selection and si!e*.Sampling procedureG+.:ata collectionG and (nalytical tools
"am!$ing /rocedure
There are basically two methods of samplingH"
/robabi$ity sam!$ing
,t is also known as random sampling. -nder this sampling design every item of the
universe has an equal chance of inclusion in the sample. ,t is, so to say, a lottery method
in which individual units are picked from the whole group not deliberately but by some
mechanical process. @ere it blind chance alone that determines whether one item or the
other is selected. The results obtained from probability sampling can be assured in terms
of probability.
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Non /robabi$ity sam!$ing
Don 8robability sampling is that sampling procedure which does not afford any basis for
estimating the probability that each item in the population has been included in the
sample. ,n this type of sampling, items for the sample selected deliberately by the
researcherG his choice concerning the items remains supreme.
For the study the consumers are se$ected by the convenience sam!$ing
method( The selection of units from the population based on their easy availability and
accessibility to the researcher is known as convenience sampling
Data Co$$ection method
Data Co$$ection #ethod
/rimary "econdary
:irect personal ,nterview
,ndirect personal ,nterview $ovt. publication
,nformation from correspondents Beport 5ommittees
7ailed questionnaire < 5ommissions 8rivate 8ublication
Iuestion filled by enumerators Besearch ,nstitute
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8ublished Sources -npublished Sources
The task data collection begins after research problem has been defined. There are two
methods for data collection.
/rimary data
8rimary data may be described as those data that have been observed and recorded by the
researcher for the first time to their knowledge.
"econdary data
Secondary data are those data which have been already collected and analy!ed by some
earlier agency for its own useG and later the same data are used by a different agency.
?or the present study, the survey method was used for collecting primary data. (
structured questionnaire was used for the purpose. The questionnaire included multiple
choice questions.
0na$ytica$ Data
The data thus collected, was tabulated, interpreted and analy!ed with a view to make the
study meaningful. ,n the present study, hypothesis testing, percentage, frequency and
cross tabulation methods have been used for analysis.
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1imitations of the Research
'. This report covers whole ,ndia growth of furniture in gha!ipur city, which is very
difficult to get.
*. ,n a rapidly changing industry, analysis on one day or in one segment can change
very quickly. The environmental changes are vital to be considered in order to
assimilate the findings.
2. Sometime the gap of communication was come in between the interaction.
4. The time available to conduct the study is littleG it being a wide topic has a limited
time.
&. =imited resources are available to collect the information about the furniture in
gha!ipur city.
%. ?urniture in gha!ipur city is so much volatile and it is difficult to forecast anything
about it.
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/. Some of the aspects may not be covered in my study, its gives knowledge about
trading of furniture in gha!ipur city in small prospects and its challenges.
3. Beforms allowed increased integration between domestic and international
markets, and created a need to manage risk.
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