MARKETING RESEARCH (IIC-1)

FINAL REPORT ON

THE IMPACT OF PRODUCT DIFFERENTIATION

STRATEGY ON SALES PERFORMANCE (Airlines)

Submitted by
GARGI NITIN KULKARNI PRN: 16010324335
SNEHAL SINGH PRN: 16010324373
DIVYA VERMA PRN: 16010324378

Division- D; Class- BBA. LL.B

Symbiosis Law School, Hyderabad

Symbiosis International (Deemed University), Pune.

In
March, 2019
Under the guidance of
Dr. M. Rajnikanth
Assistant Professor
 C E R T I F I C AT E

The Project entitled is a final report on “The impact of product differentiation strategy on
sales performance of airlines” submitted to the Symbiosis Law School, Hyderabad for
Marketing Research as part of internal assessment is based on my original work carried out
under the guidance of Dr. M. Rajnikanth from December, 2018 to April, 2019. The research
work has not been submitted elsewhere for award of any degree.
The material borrowed from other sources and incorporated in the thesis has been duly
acknowledged.
I understand that I myself could be held responsible and accountable for plagiarism, if any,
detected later on.

Signature:
Gargi Kulkarni
Snehal Singh
Divya Verma

Date: 25/03/2019

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 ACKNOWLEDGEMENT

We have taken efforts in this project. However, it would not have been possible
without the kind support and help of our institution. We would like to extend our
sincere thanks to all of them.
We are highly honour-bound to Dr. M. Rajnikanth for his guidance and constant
supervision as well as for providing necessary information regarding the project
and also for his support in completing the project.
We would like to express our gratitude towards our parents and members of
Symbiosis Law School, Hyderabad for their kind co-operation and
encouragement which helped me in completion of this project.

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 INDEX

S.NO CONTENTS PAGE

No.
I INTRODUCTION 05
II SCOPE & OBJECTIVE OF THE STUDY 05
III RESEARCH METHODOLOGY & SOURCES 06
IV INDUSTRY PROFILE 08
V LITERATURE REVIEW 09
VI IMPORTANT CONCEPTS 10
VII CONSUMER BEHAVIOUR 12
VIII ANALYSIS & INTERPRETATION 14
IX FINDINGS, SUGGESTIONS & CONCLUSION 26
X ANNEXURE 27
XI REFERENCES 29
XII BIBLIOGRAPHY 29

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 INTRODUCTION

The current report talks about the impact of product differentiation strategy on sales
performance of airlines. The civil aviation industry in India is one of the fastest growing
industries and considered the third domestic largest aviation market in the world followed by
U.K., according to the data released by the department of industrial policy and promotion F.D.I.
inflows in India’s air transport sector has reached U.S. $ 1,658.23 million by June 2018.
Therefore, in the current report a survey was conducted between students and other group of
people working in multiple industries. The data collected through the survey has helped to
come to the conclusion of their preferences based upon certain factors. These factors are
analysed and the conclusion was drawn. While collecting the data, the questionnaire was
circulated between different reference groups. The main focus was made on the services
(products) offered by the airlines. The questionnaire is also designed taking into consideration
the abovementioned factors in order to analyse the product differentiation in the aviation
industry.
Reference group:
These reference groups are the groups that serve as frames of reference for individuals in their
purchase or consumption decisions. A group may be defined as two or more people who
interactive to accomplish either individual or mutual goals. A reference group is any person
or group that serves as point of comparison for an individual informing either general / specific
values attitudes or specific guide for behaviour. In the current survey this reference group
includes students from colleges, their parents and friends working in multiple industries. It is
observed that student in the international universities tend to travel by flights more often than
usual. Hence, the reference group was set among the student of international university.

SCOPE OF THE STUDY

Scope of the Study:
1. This project is a part of our marketing research project. In order to make report on the
impact of product differentiation strategy on sales performance of airlines.
2. The project is a small analysis made among smaller group of people working in multiple
industries. In this present study the data collected from 102 respondents are supplied
with structured questionnaire.

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 OBJECTIVES OF THE STUDY
Objectives:
 To know various reference group preferences towards Air lines.
 To know different product differentiation strategies of airlines.
 To know the information that the consumer received from different reference group.
 To study the impact of product differentiation on the sales of the airlines.
 To know the differences between airline preferences among five different domestic
airlines.
 To know the overall rating of preferred airlines by the customer.

RESEARCH METHODOLOGY

The study was conducted by using convenient method and was administrated through
questionnaire which is prepared with the help of ‘Google Forms’.
The data collected is primary data. This was conducted to know the reference group of the
consumers working in multiple industries and students.
The received data is analysed by using different methods of statistics. The questionnaire
constitutes all open-ended questions with multiple choice and dichotomous.

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 SOURCES OF THE STUDY
Data Collection
1. PRIMARY DATA
Primary data is the main sources of getting information for this report. A questionnaire has
been prepared with the help of ‘Google Forms’ for the purpose of present study and to know
about the reference group of customers towards airline preferences and a sample of
questionnaire has been enclosed here with annexure.
2. SECONDARY DATA
The secondary data is the printed data from Aviation industry which is taken from internet.
SAMPLING
The sample frame includes consumers working in multiple industries and students and has
taken the responses from 102 respondents.

LIMITATIONS
Limitations of the Report:
The limitations of the study are as follows:
1. The sample size was 102 who may not represent the target population.
2. The study was conducted only among students and consumers from multiple industries.
3. The time or the duration of survey was 15 days which may not be sufficient to collect
entire data.
4. Findings are base of the data provided by the users interview this information which
cannot be always relied upon.

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 INDUSTRY PROFILE
AVIATION INDUSTRY IN INDIA
Indian Airlines is the oldest carrier in the domestic aviation industry. It has been the mainstay
for domestic air travel in India for more than 45 years. With the arrival of other private airlines,
its interests have been hurt, but it is continuing its quest to be the leader in this industry.
In the early fifties, all airlines operating in the country were merged into either Indian Airlines
or Air India and, by virtue of the Air Corporations Act, 1953 this monopoly was perpetuated
for the next forty years. The Directorate General of Civil Aviation controlled every aspect of
flying including granting flying licenses, pilots, certifying aircrafts for flight and issuing all
rules and procedures governing Indian airports and airspace. Finally, the Airports Authority of
India was entrusted with the responsibility of managing all national and international airports
and administering every aspect of air transport operation through the Air traffic Control.
With the opening up of the Indian economy in the early nineties, aviation saw some important
changes. Most importantly, the Air Corporation Act was repealed to end the monopoly of the
public sector and private airlines were reintroduced. Domestic liberalization took off in 1986,
with the launch of scheduled services by new start-up carriers from 1992. A number of foreign
investors took an interest. In1996-1998, Tata and SIA tried to launch a domestic carrier, but
the civil aviation minister had publicly stated his opposition on numerous occasions (Airline
Business 1998).
The Indian government introduced the open sky policy for domestic players in 1991 and partial
open sky policy for international players only in November 2004. Increasing liberalization and
deregulation has led to an increase in the number of players. The industry comprises three types
of players full cost carriers, low cost carriers (LCC) and many start-up airlines that are
making/planning an entry.
CURRENT SCENARIO OF AVIATION INDUSTRY
Air India is the national flag carrier airline of India with a network of passenger and cargo
services worldwide. It is one of the two state-owned airlines in the country, the other being
Indian Airlines. Air India has 44 world-wide destinations. The airline has been profitable in
most years since its inception. In the financial year ending March 31, 2006, Air India has made
a net profit of Rs.97 million; earned a revenue of Rs.87480million - representing a growth of
almost 15 per cent over the previous yea
Jet Airways a regular airline which offers normal economy and business class seats. Jet
Airways, along with Air Sahara, is the only airline which survived the dismal period of 1990s

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when many private airlines in India were forced to close down. Jet Airways is an airline based
in India serving domestic and international routes. The airline operates over 300 flights to 43
destinations across the. It currently controls about 32% of India's aviation market
Spice Jet is a low-cost airline. Their marketing theme "offering low 'everyday spicy fares' and
great guest services to price conscious travellers". Their aim is to compete with the Indian
Railways passengers travelling in AC coaches.
‘Go Air-The People’s Airline’, a low-cost carrier promoted by The Wadia Group is a domestic
budget airline based in Mumbai, India established in June 2004. It‘s a relatively small player
as compared to other low-cost airlines. Kingfisher Airlines is an airline based in Bangalore,
India. Services started on 9 May 2005, following the lease of 4 Airbus A320 aircraft. It initially
operates only on domestic routes. The airline promises to suit the needs of air travellers and to
provide reasonable air fares. Kingfisher are pushing for an amendment of the present Indian
government rule which requires an airline to fly a minimum of five years on domestic routes
before it can start flying overseas.
Indi Go Airlines is a new and a private domestic airline based in India. Indi Go placed an order
for 100 Airbus A320 aircraft during the 2005 Paris Air Show. The total order was worth US
$6 billion; one of the highest by any domestic carrier during the show. The new low-fare carrier
has started operations from August 4, 2006.

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 LITERATURE REVIEW

Aviation industry is taking big turns these days. People are giving importance to the fares of
the flights. In a developing country like India, there is an increasing number of destinations.
Every airline is trying to cater services to all such destinations in the lowest fares available.
The current development has unfolded new business rules most the significant of them being
that company has to constantly look into minds of the customer. Customer loyalty plays a
significant role and today securing that loyalty requires quality right price and of course last
but not the least i.e. creating awareness about their service. But it is observed that in case of
aviation industry this loyalty of customers depends upon the cost and pricing of the tickets
charged by the Airlines.
As a part of marketing, the airlines try to cut the prices and compromise with the services. It is
also observed that even though the airline face losses, but in order to preserve consumers, the
airlines keep their fares as low as possible. The open sky policy was announced 11 years back
when 6 companies entered into market late 90s and observed a profit of Rs. 11 Crores. But in
next few years Indian Airline’s share dropped and Jet Airways grew slowly and not only
outlived competition, but established itself as the largest private sector player. While the market
share of private operators soared to 41% from 1996 to1999 (eating into Indian Airline’s share),
the initial euphoria died out in 1997 when the Air Corporation Act of 1953 was repealed and it
became obligatory for ATOs with three or more aircraft to become scheduled airlines and
operate according to certain guidelines (protocol). Further according to the new regulations, it
was compulsory for the scheduled airlines to fly to uneconomical areas like North-East and
Jammu and Kashmir. With this, came the realization that a whole lot of overheads associated
with the flying were involved and higher utilization of the leased aircraft
and better route planning was essential to survive. Obviously, when there was a mismatch
between the returns and the outgo, some of them shut shop. And many of such airlines which
gained elegant and significant positions were taken over.
For the longer retention of any Airline, consumers play a very important role. Consumers prefer
airlines based upon several factors. At a domestic plane, these factors mainly point out at only
one factor which is ‘Fare’. In India, majority of people opt flights if its price is reasonable
compared with train. Hence in order to attract more travellers and to remain the position in the
market, the airlines keep their fares at the lowest.
By doing so they compromise on the services given by them earlier. The latest example of this
is Jet Airways. They have stopped giving their complementary services such as refreshments

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and free seat selection. They faced tremendous losses while maintaining its position and
providing lowest fares.
After facing a fairly long bout of uncertainty, domestic airlines are on the upswing again and
the aviation experts have projected that only the plays have understood the rules of the game
and have survived and made a comeback.
Jet Airways is on a motive of fleet expansion, whereas Sahara Airlines is preparing for a face
life that should really gear up the domestic market. Indian Airlines, despite its failure to phase
out older aircraft, is regaining lost ground.

List of literature review:

1. Final report on Indian Airlines by Sophia Ali;
2. Final report on Indian Airlines written by Vipul for Maharaja Agrasen Institute of
Management on Oct 24, 2009;
3. A report on Indian Aviation Industry by Mr. Sandeep Singh.

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 IMPORTANT CONCEPTS
1. PRODUCT DIFFERENTIATON

Meaning:

Product differentiation (or just differentiation) is a marketing process of differentiating an

offering (product or service) from others in the market, to make it more appealing to the target
audience. It involves defining the offering’s unique position in the market by explaining the
unique benefit it provides to the target group. This may also be referred to pinpointing a unique
selling proposition of the product to make it stand out from the crowd.

The increased competition has divided the demand among different players in the market. This
has made it very important for businesses to make their customers understand what different
they have to offer. Besides making the product survive in the market, product differentiation is
important for the following reasons:
1. Product differentiation translates the product attributes into benefits.
2. It answers the biggest question of the customers.
3. It gives the customers a reason to purchase the brand’s product and repeat the purchase.
4. It increases the recall value of the product.
5. It increases brand loyalty and builds brand equity.
6. Attribute-based differentiation is important for the brand to defend their price from
levelling down to the bottom part of the price spectrum.

In the present report, the product differentiation strategy is used by different airlines. The best
example of this is in the services like seat selection, frequent flyer services, on board special
services etc. by offering slight changes in such services, the airlines try to maintain their market
position. This usually affects the sales of other airlines. If one airline is providing student
concession at 6% on the base price and other airline is providing the same service at 8% on the
base price, then at such situations the sales of the previous airlines affects.

2. CONCEPT OF MARKETING

Marketing is a social and managerial process through which a product is promoted and
advertised in order to reach the end consumers. In aviation industry the definition of product is
difficult to explain but it can be expressed as the tickets of the air travel. In order to sell these

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tickets the airlines use different marketing techniques. Marketing techniques are nothing but
different ideas and innovation brought into the product or service offered. The concept of
marketing was born out of the awareness that the business should start with the determination
of consumer wants and end with the satisfaction of those wants. Therefore, the modern concept
of marketing takes into consideration the wants and needs of the consumer. Hence, it is more
consumer oriented. The recent trend shows that the airlines cut down the services in order to
maintain the lowest prices. The latest example is Jet Airways, as they have stopped providing
complimentary refreshment to maintain their position in the market and reduce the losses.
However, Vistara Airlines have maintained the position in the market by maintain the lowest
prices and providing various complimentary services.

3. CONSUMER BEHAVIOUR

India’s passenger traffic grew at 16.52 per cent year on year to reach 308.75 million in FY18.
It grew at a CAGR of 12.72 per cent during FY06-FY18.Domestic passenger traffic grew YoY
by 18.28 per cent to reach 243 million in FY18 and is expected to become 293.28 million in
FY20E. International passenger grew YoY by 10.43 per cent to reach 65.48 million in FY18
and traffic is expected to become 76 million in FY20E. In FY18, domestic freight traffic stood
at 1,213.06 million tonnes, while international freight traffic was at 2,143.97 million tonnes.
Through, the survey conducted it is observed that consumers rely more on prices of the ticket
while choosing the airline. Therefore, air fare is the most important factor while studying the
consumer behaviour.

Categories of buyer
(i) Consumers travelling by economy class
(ii) Consumers travelling by premium economy class
(iii) Consumers travelling by business class

Problems in studying buyer’s behaviour

Studying buyer’s behaviour in aviation industry is one of the toughest tasks. It is observed
that buyer’s behaviour changes depending upon different factors. These factors are as
follows:
(i) Services offered by the airline
(ii) Fare Charged

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 (iii) Frequency of travelling
(iv) Advertisement

But, through the survey it is been observed fare is the biggest problem in studying buyers
behaviour and advertisement is the least problem. Further, there are certain other factors
which influence buyer’s behaviour. These factors are as follows:

1. Influence of economics- Economists describe man as a rational buyer and view

the market as a collection of homogeneous buyers. Under a given set of conditions, all
buyers behave in a similar fashion and every buying decision is a logical process with
the ultimate intention of obtaining optimum value for the money spent. Price is regarded
as the strongest motivation for the economic man. The economic man’s behavior, in
short, is rational.
Though the model of economic man may help us understand certain aspects of buyer
behavior, it certainly cannot answer all the puzzles of buyer behavior. The main
problem with the concept of economic man is the assumption that buyers are absolutely
rational in their purchases and that markets are homogeneous. Markets are actually a
collection of heterogeneous buyers, differing from each other in several characteristics.
The marketing process is intended to match these heterogeneous segments of demand
with heterogeneous segments of supply.

2. Influence of Psychology- The next major influence on buyer behavior came from
psychology. According to psychologists, any human activity is directed towards
meeting certain needs. These needs have been categorized in different ways by different
psychologists.

3. Influence of Sociology & Anthropology- Sociology and anthropology lent

further dimensions to the subject of buyer behavior. According to scholars in these
fields, group pressure is the motive force behind buying. Sociologists and
anthropologists have tried to establish a logical connection between buyer behavior and
the social environment of the buyer. As a result, several new concepts like social
stratification, reference groups, role-orientation, opinion leadership, etc., have come to
be used for giving causal explanations of buyer behavior.

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 ANALYSIS & INTERPRETATION
Table No.1
Age of the Respondents

Source: Pre Structured Questionnaire

Interpretation: People from different age groups have participated in the survey. But it is
observed that people from age of 20 years have voted the most.

Table No.2
Airline preferences based on their services (products)
Yes No
76.5% (78 responses) 23.5% (24 responses)

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Source: Pre Structured Questionnaire
Interpretation: The above table shows that out of 102 responses collected 76.5% of
respondents prefer airline on the basis of services, whereas on the other hand for 23.5% of the
respondents service does not matter when it comes to airline preference.

Table No.3
Brand loyalty of the customers
Yes No
76.5% (78 responses) 23.5% (24 responses)

Source: Pre Structured Questionnaire

Interpretation: The above pie chart shows that 68.6% of customers are very loyal to the
specific airline because of the services they get, but for the rest 31.4% brand loyalty is not as
such and they keep on changing their flying service.

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Table No.4
Expectations of services (products) before or during the flight

Yes No
72.5% (78 responses) 27.5% (24 responses)

Source: Pre Structured Questionnaire

Interpretation: The above pie chart shows that 72.5% of the passengers prefer to have services
during the flight, whereas on the other hand for 27.5% of the passengers services during the
flight do not matter.

Table No. 5
Services preferred
Services Preference (in %)
Excess luggage 60.8%
First aid 35.3%
Web check-in 40.2%
Complimentary food 51%
Paid food 16.7%

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 Fast forward services 16.7%
Extra-legroom seats 28.4%
Seat selection 30.4%

Source: Pre Structured Questionnaire

Interpretation: The above graph shows that with 62 people i.e. 60.8% of the respondents
prefer the service of extra luggage, on the second is the complimentary food with 52 people,
i.e. 51% while travelling. Web check-in is the third preferred service with 40.2% of people
preferring it, then comes the facility of first-aid with 35.3% of people preferring it. Seat
selection and extra-legroom seats comes at fifth and sixth with 30.4% and 28.4% and the least
preferred service is the paid food and fast forward services, both being preferred by 16.7% of
people.

Table No. 6
Airline preferences on sales

Airlines Preferences (in %)

Air india 55.9%
Indigo 44.1%
Spice jet 32.4%

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 Jet airways 29.4%
Vistara 28.4%
Go air 12.7%

Source: Pre Structured Questionnaire

Interpretation: The above graph shows that Air India with 55.9% of people fulfil all the
service requirements of the respondents. At second it is Indigo with 44.1% of people, thirdly it
is Spicejet with 32.4%. Jet Airways ad Vistara Airlines have a tuff competition with jet airways
getting a bit edge over Vistara with a difference of 1%, and the least preferred is Go-Air with
12.7%, by the respondents.

Table No. 7
Grounds for preferences

Grounds PERCENTAGE
Word commitment 39.2%
Celebrity endorsement 17.3%
Peer preference 21.6%

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 Services 58.8%
Punctuality 42.2%

Source: Pre Structured Questionnaire

Interpretation: The above bar graph shows that the sales of an airline is most affected by the
services it provide, with 58.8% of people choosing it depending on the service, second is the
punctuality of the flight timings with 42.2% of the respondents cautious about it. To 39.2% of
people word commitments matters a lot. 21.6% choose it on peer preference and 20.6% prefer
it depending upon the celebrity which endorses the airline.

Correlation between table 6 and table 7

Table 6 is the Airline preferences on sales and table 7 grounds for preferences. The correlation
between table 6 and 7 is 0.339209. The correlation is weak because of the product
differentiation strategies. This is closely related and hence affect the sales.

Table No. 8
Need of Addition to the services
Yes No
77.5% 22.5%

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Source: Pre Structured Questionnaire
Interpretation: The above mentioned pie chart shows that 77.5% of the customers are still not
very satisfied with the service that airline provide and they want more additions into it.
Whereas, on the other hand 22.5% of people are very satisfied with the service currently being
provided and need no addition into it.

Table No. 9
Are the prices charged by the airlines are affordable?
Yes No May be
52% 25.5% 22.5%

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Source: Pre Structured Questionnaire
Interpretation: The abovementioned pie chart depicts a very clear picture that 52% of people
are very happy with Airline Company charging current fare. But with 25.5% of people who are
the part of the survey are not happy with the prices being charged and think that it is overpriced,
whereas 22.5% of people are not sure about the affordability.

Table No. 10
Ranking of the services

Source: Pre Structured Questionnaire

Interpretation: The abovementioned comparative graph shows the ranking of the different
services offered by the airlines. In the case of excess luggage, the rating is the most. In case
of first aid, 3rd rank is given. In case of web check-in 2nd rank is given. For the food, 2nd rank
is given whereas 3rd rank.

Table No. 11
Need of advancement

Yes No May be
27.5% 36.3% 36.3%

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Source: Pre Structured Questionnaire
Interpretation: The abovementioned pie chart gives a clear idea that 36.3% of people are
confused as well as same number of people are very clear that they don’t require any
advancement in services provided by the airlines. Whereas, on the other hand 27.5% of people
are happy with the quality and does not need any advancement.

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 FINDINGS, SUGGESTIONS & CONCLUSION

Findings:
 Scope of Airline Industry in India.
 It being the Safest Mode of Transportation, as the survey shows the higher
segment of preference by Females.
 Services provided to the passengers is what makes an Airline industry to be the
most preferred one.
 The Study of the project proves that consumers are the deciders in the market,
and the future or existence of the same depends on their satisfaction.

Suggestions:
 The Aviation Industry is well established, and should keep and consider the
policies from the customer’s point of view to have a better sales impact.

Conclusion:
The arena of business at global or domestic level depends on the preference and suitability of
the consumers which in return is dependent on the services they get. If given a thought to the
proportion of the Industry holders and the customers; the proportion of the customers is at large
which in return leads to major effect on the existing and the near coming scale of the business
in the respective industry. Aviation Industry is one of the most Established and largely
accomplished sectors at a global scale which has got immense amount of Global customers,
services with regards to the same matters. Non provision of good services could turn out to be
a draw back and hence taking wise decision keeping customers on merit shall be of utmost
concern.

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 ANNEXURE
Questionnaire

SURVEY ON THE IMPACT OF PRODUCT DIFFERENTIATION STRATEGY ON SALES

PERFORMANCE OF AIRLINES
This form is a survey conducted to receive the responses of the consumers towards the
products and services offered by the airlines and to analyse how it affects the sale of the
airlines. You are requested to fill out this form and give honest response, as it will not
consume more than five minutes of your valuable time. This is a small survey which will
require just few minutes. You can fill this form only once. Try contacting the owner if any
problem appears.

Email address: _______________________

Name: _______________________

Age: _________________________

Q.1 Is your airline preference dependent on their services?

1. Yes 2. No

Q.2 Are you brand loyal to the airline because of their services?

1. Yes 2. No

Q.3 Do you expect the services before or during the flights?

1. Yes 2. No

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1. Economy 2. Premium Economy 3. Business Class
Q.4 Which of the following service would you prefer?

1. Excess Luggage
2. First Aid
3. Web Check-in
4. Complimentary Food
5. Paid Food
6. Fast Forward Services
7. Extra-Legroom seats
8. Seat Selection

Q.5 Which of the following airlines do you find to provide all the basic
expected services?
1. Air India
2. Indigo
3. Spice Jet
4. Jet Airways
5. Vistara
6. Go-Air

Q.6 What makes your preferred airline stand-out?

1. Word Commitment
2. Celebrity Endorsement
3. Peer Preference
4. Services
5. Punctuality

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Q. 7 Any additions to be made in their services?

1. Yes 2. No
If yes, Specify_______________________________________________

Q.8 Are the prices charged by the airlines for the services are affordable
according to the needs?

1. Yes 2. No 3. Maybe

Q.9 Rank the services

1 2 3 4 5
 Excess Luggage
 First Aid
 Web Check-in
 Food
 Fast Forward Services
 Extra Legroom
 Seat Selection

Q. 10 Is there any requirement in advancement of technology in respect of the

services provided by the airlines?

1. Yes 2. No 3. Maybe

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 REFERENCES

 https://www.scribd.com/doc/21554974/Project-On-Indian-Airlines
 https://www.scribd.com/document/358510525/Study-on-Consumer-Preferences-
in-the-Airline-Industry
 https://www.slideshare.net/shreerajhariharan/poject-on-aviation-sector-in-india
 http://shodhganga.inflibnet.ac.in/bitstream/10603/99429/8/9.%20annexure.pdf
 https://www.ipasj.org/IIJM/Volume1Issue6/IIJM-2013-12-20-023.pdf

BIBLIOGRAPHY
Books Referred:
 Ramaswamy V.S. Namakumari S, 2006, Marketing Management – The Indian Context,
Macmillan India Ltd.
 Rajan Saxena, 2006, Marketing management, TMH.
 Perreault, 2005, Basic Marketing, TMH.
 Kotler Philip, Keller, Koshey and Jha, 2006, Marjetubg Management, 12th Edition,
Pearson Education/Prentice Hall of India.
 Keith Blois, 2005, Marketing, Oxford University Press.

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