A Summer TRAINING Project

report on
“CUSTOMERS’ BEHAVIOUR TOWARDS THE
PRODUCTS OF KAJARIA”
AT

Ceramics Ltd
SUBMITTED IN PARTIAL FULFILLMENT OF THE
REQUIREMENTS FOR THE AWARD OF THE DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

SESSION 2017-2019

SUBMITTED BY:
YAMINA ABIDI (1701170169)

Under the Guidance of

DR. ANSHUL PANDEY

United Institute Of Management

(A-31, UPSIDC Industrial Area, Naini, Allahabad – 211010)
(Affiliated to Dr. APJ Abdul Kalam Technical University, Lucknow)
 UNITED INSTITUTE OF MANAGEMENT
A-31 UPSIDC Industrial Area, Naini, Allahabad – 211010
Ph. 0532–2686070. 2686090 Fax 0532-2687147

Certificate
Summer Training Project Report – 2018

This is to certify that Mr/Ms…………………………………………………………………………,

Roll No………………………………………,student of MBA 3rd Semester of our institute has
undergone Summer Training for the duration 6 weeks during June-July 2018 as per details
mentioned below:-

• Organization ………………………………………………………………………………….

• Project/Title…………………………………………………………………...………………

He / she has carried out the training under my supervision and has completed the same in
conformance with / partial fulfillment of the provisions of AKTU, Lucknow.

The work is original and has not been submitted anywhere else in any manner.

Signature…………………………
Name of Project Guide:
Mr/Ms/Dr………………………………
Date……………………
Department of Business Administration

Counter signed

Signature…………………
(Prof K K Malviya)
Principal
Date…………..……..……

Affiliated to:
Dr APJ ABDUL KALAM. TECHNICAL UNIVERISTY, LUCKNOW

Noida Campus : 50, Knowledge Park III. Greater Noida. G.B. Nagar Ph: 0120-3230169. 2322209 Fax : 2322208
Corporate Office : 53, Leader Road, Allahabad-211003 Ph : 0532-2402951-55 Fax : 0532-2401865
e-mail info@unitedcollege.com web: http//unitedcollege.com
ii
 ACKNOWLEDGEMENT

I pay my profound gratitude and deep regards to Mr. Pramendra Jain (Sr. RM of KAJARIA

CERAMICS LTD, Gurugram) for the cordial support and cooperation during the period of

my training at Kajaria Ceramics Ltd.

I am obliged to Prof K.K. Malviya (Principal) & Mr. Vikas Mehrotra (Head of the

Department) for their encouragement and support in the form of various facilities, which

create a very peaceful atmosphere for our studies.

Most importantly, I would like to thank my mentor Dr. Anshul Pandey for providing me

cordial support and guidance.

Later I would also like to thanks my parents and friends for their consistent encouragement

without which this project could not have been a success.

iv
 PREFACE

Management students must possess certain practical knowledge apart from their conceptual

knowledge. For this purpose, it is important that they undergo practical training to polish their

knowledge regarding the current business scenario. I have carried out my project on

CUSTOMERS’ BEHAVIOUR TOWARDS THE PRODUCTS OF KAJARIA at ‘Kajaria

Ceramics Ltd, Gurugram’.

Today all the decision of a company relies on the market. Market is the place where actual

transaction between the consumer and company take place. Consumers decides what a

company should produce in turn company gets various benefits like good consumer

relationship, long time stay in the market, monetary benefits etc. Obtaining market information

is not an easy job, one have to make research for it called MARKET RESEARCH. Market

research is very important for a manager, as through it he can know his customer from very

near. He can give them what they require. Market Research is a well-planed step to move

towards the customers. Manager has to keep several factors in mind like sample size, sample

design, type of research (exploratory, descriptive, or a mix of both), choice of questionnaire is

also important (open/close ended). One should not forget the objective even while preparing

for the research. He should keep objective in mind while framing sample size or questionnaire,

a slight diversion from the objective may create blunders. So one should have objective in mind

at each and every step. During this research, we have tried to know the behaviour of the

consumers towards the Kajaria tile.

v
 DECLARATION

I, Yamina Abidi hereby declare that the project work titled “Customers’

Behaviour Towards the Products of Kajaria” is an authentic work done by me under the

guidance and supervision of my guide Dr. Anshul Pandey. This project report has been

submitted for the partial fulfillment of MBA Degree from UIM, Allahabad.

I also declare that I have not submitted this work for any other purpose to any university or

other institutions for the award of any degree or any other professional diploma.

________________ _________________

Date of Submission Signature of Student

Place:

vi
 INDEX

Chapter No. Topic Page No.

Acknowledgement iv
Preface v
Declaration vi
1 Objective of study 1-2

2 Review of literature 3-10

3 Introduction 11-30
4 Profile of the Company 31-55
5 SWOT Analysis 56-61
6 Research Methodology 62-71
7 Data Analysis and 72-87
Interpretation
8 Findings 88-89

9 Suggestions 90-91
10 Limitations 92-93
11 Conclusion 94-95

Bibliography 96-97

Annexure: Questionnaire 98-101

vii
 CHAPTER-1
OBJECTIVE OF THE STUDY

1|Page
 OBJECTIVES OF THE STUDY

1. To study customers’ behaviour regarding the products of the company.

2. To analyse the customers satisfaction level towards the products of the company.

3. To know the product and service standards of the company.

2|Page
 CHAPTER-2
REVIEW OF LITERATURE

3|Page
 REVIEW OF LITERATURE

The topic of customer behaviour is one of the massively studied topics by the researchers and

marketers in the past and still being studied.

o Understanding customer behaviour has become a factor that has a direct impact on the

overall performance of the businesses (Kotler and Keller, 2012)

o Understanding customer behaviour has become crucial especially due to fierce

competition in retail industry in the UK and worldwide (Lancaster et al, 2002)

o Blackwell et al (2006) have offered one of the common models of customer decision-

making process. According to him, the five stages of customer decision-making process

are followings: problem/need recognition, information search, evaluation of

alternatives, purchase decision made and post-purchase evaluation.

This chapter will introduce some other areas of research background of customer behaviour

addressing the works of researchers and marketers. Moreover, customer decision-making

process, in particular, five stages of customer decision-making process will be discussed in

detail.

In order to develop a framework for the study customer behaviour it is helpful to begin

by considering the evolution of the field of customer research and the different paradigms of

thought that have influenced the discipline. As described in this article, a set of dimensions can

be identified in the literature, which can be used to characterize and differentiate the various

perspectives on customer research. It is argued that customer behaviour itself emerged as a

distinct field of study during the 1960s; and is characterized by two broad paradigms, the

4|Page
positivist and the non-positivist. The positivist paradigm encompasses the economic,

behavioural, cognitive, motivational/trait/attitudinal, and situational perspectives; these

perspectives are referred to as the traditional perspectives as they pre-date the development of

the non-positivist paradigm. The positivist paradigm, which is still the dominant paradigm,

emphasizes the supremacy of human reason and that there is a single, objective truth that can

be discovered by science. This paradigm regards the world as a rational and ordered place with

a clearly defined past, present, and future. The assumption of rationalism is therefore

fundamental to the traditional perspective. The opposing, non-positivist paradigm, envelops

the interpretive and postmodern perspectives, which have emerged more recently during the

period post-1980 to date. The proponents of this emerging perspective argue that positivism

overemphasizes the rational view and the ideology of a homogenous social culture and thereby

denies the complex social and cultural world in which customers live. This paradigm instead

stresses, the importance of symbolic and subjective experience and the idea that customers

construct meanings based on unique and shared cultural experiences, and thus there can be no

single unified world view. Unsurprisingly, the two paradigms differ in their views on the

benefits derived from consumption and the objectives that underscore customer research. The

traditional, positivist perspective takes a very utilitarian approach to the benefits from

consumption. While the non-positivist perspectives place much greater emphasis on the

symbolic dimensions of choice. The objective of non-positivist research endeavour is to

achieve a better understanding of customer behaviour with no specific intent to influence

customer processes. Conversely, outcomes of positivist research are directed toward advancing

5|Page
the goals of marketing practice. By identifying the paradigmatic shifts within the field, this

article aims to identify different streams of thought that could guide future customer research.

It is worth noting that customer buying behaviour is studied as a part of the marketing

and its main objective it to learn the way how the individuals, groups or organizations choose,

buy use and dispose the goods and the factors such as their previous experience, taste, price

and branding on which the customers base their purchasing decisions (Kotler and Keller,

2012).

Acebron et al (2000) have conducted one of such studies of customer buying

behaviour. The aim of the study was to analyse the impact of previous experience on buying

behaviour of fresh foods, particularly mussels. In their studies, the authors used structural

equation model in order to identify the relationship between the habits and previous experience

on the customer buying decision. Their findings show that personal habits and previous

experience on of the customers have a direct impact on the customers’ purchase decision in the

example of purchasing fresh mussels. They also found that the image of the product has a

crucial impact on the purchasing decision of the customer and further recommended that the

product image should continuously be improved in order to encourage the customers towards

purchasing.

Another study conducted by Variawa (2010) analysed the influence of packaging on

customer decision-making process for Fast Moving Customer Goods. The aim of the research

was to analyse the impact of packaging for decision-making processes of low-income

6|Page
customers in retail shopping. A survey method has been used in order to reach the research

objectives. In a survey conducted in Star Hyper in the town of Canterville 250 respondents

participated. The findings of the research indicate that low-income customers have more

preferences towards premium packaging as this can also be re-used after the product has been

consumed. Although the findings indicate that, there is a weak relationship between the product

packaging and brand experience. However, it has been proven by the findings of the research

that low-income customers have greater brand experience from the purchase of ‘premium’

products when compared to their experience from purchasing ‘cheap’ brand products.

Lee (2005) carried out study to learn the five stages of customer decision-making

process in the example of China. The researcher focuses on the facts that affect the customer

decision-making process on purchasing imported health food products, in particular

demographic effects such as gender, education, income and marital status. The author

employed questionnaire method in order to reach the objectives of the research. Analysis of

five stages of customer decision making process indicate that impact of family members on the

customer decision making process of purchasing imported health food products was

significant.

The author further explains this by the fact Chinese tradition of taking care of young, old family

members have long been developed, and marriage is considered extremely important in

Chinese tradition. This reflects in the findings of the study that both male and female Chinese

7|Page
decline the purchase of imported health food products made by a person for the people outside

the family significantly, after they get married.

A number of other researchers has also studied five Stages Model of customer decision-

making process. Although different researchers offer various tendencies towards the

definitions of five stages, all of them have common views as they describe the stages in similar

ways. Blackwell et al (2006) have offered one of the common models of customer decision-

making process. According to him, the five stages of customer decision-making process are

followings: problem/need recognition, information search, evaluation of alternatives,

purchase decision made and post-purchase evaluation.

Each stage is then defined by a number of researchers varying slightly but leading to a

common view about what each stage involves. For example, according to Bruner (1993) first

stage, need recognition occurs when an individual recognizes the difference between what they

have and what they want/need to have. Neal and Questel (2006) stating that need recognition

occurs due to several factors and circumstances such as personal, professional and lifestyle,

which in turn lead to formation of idea of purchasing, also support this view.

In the next stage, customer searches information related to desired product or service

(Schiffman and Kanuk, 2007). Information search process can be internal and external. While

internal search refers to the process where customers rely on their personal experiences and

believes, external search involves wide search of information, which includes addressing the

media and advertising or feedbacks from other people (Rose and Samouel, 2009).

8|Page
Once the relevant information about the product or service is obtained, the next stage involves

analyzing the alternatives. Kotler and Keller (2005) consider this stage as one of the important

stages as the customer considers all the types and alternatives taking into account the factors

such as size, quality and price.

Backhaus et al (2007) suggested that purchase decision is one of the important stages

as this stage refers to occurrence of transaction. In other words, once the customer recognized

the need, searched for relevant information and considered the alternatives he/she makes

decision whether or not to make the decision.

Purchasing decision can further be divided into planned purchase, partially purchase or impulse

purchase as stated by Kacen (2002) which will be discussed further in detail in the next

chapters.

Finally, post-purchase decision involves experience of the customer about their

purchase. Although the importance of this stage is not highlighted by many authors. Neal et al

(2004) argues that this is perhaps one of the most important stages in the customer decision-

making process as it directly affects the customers’ purchases of the same product or service

from the same supplier in the future.

The most noteworthy writers that serve as academic advocates of The Five Stage Model

of customer decision making include Tyagi (2004), Kahle and Close (2006) Blackwell et al.

(2006), and others.

9|Page
 It is important to note that The Five Stage Model is not the only model related to

customer decision-making. There are also a range of competing models that include Stimulus-

Organism-Response Model of Decision Making developed by Hebb in 1950’s, Prescriptive

Cognitive Models, The Theory of Trying (Bagozzi and Warsaw, 1990), Model of Goal Directed

Behaviour (Perugini and Bagozzi, 2001) and others. All of these models are analysed in detail

in Literature Review chapter of this work.

10 | P a g e
 CHAPTER-3
INTRODUCTION

11 | P a g e
 INTRODUCTION TO CUSTOMER BEHAVIOUR

Customer behaviour is the study of individuals, groups, or organizations and the processes

they use to select, secure, use, and dispose of products, services, experiences, or ideas to

satisfy needs and the impacts that these processes have on the customer and society.

A customer is a person who brings his wants, whether the customer is satisfied after purchase

depends on the offers performance in relation to the customer’s expectation.

Customer behaviour is an interdisciplinary field of study that focuses on how and why

customers behave as they do. Its objective is to understand, explain, and predict customer

actions. The study of customer behaviour is the study of now individuals makes decisions to

spend their available resources.

(Money, time, effort) on consumption related items. It includes the study of what the

customers buy, why they buy it and how often they buy it, where they buy it and how often

they buy it. Although this text focus on how and why customers make decisions to buy goods

and services, customers make decisions to buy goods and service, customers behaviour.

Research also considers the uses customer make of the goods they buy and their evaluations

of these goods after use.

The study of customer behaviour holds great interest for the customers also. The customers

need insight into their own consumption related decisions what is buy, why to buy and how

to buy. The study of customer behaviour makes them aware of that product or services.

It is important for the markets to recognize why and how individuals make their consumption

decisions so that we make better strategic decisions. Without doubt, marketers who

understand customer behaviour have a great competitive advantage in the market place.

12 | P a g e
  Definition and Explanation:

According to Louden and Bitta, ‘Customer behaviour is the decision process and physical

activity, which individuals engage in when evaluating, acquiring, using or disposing of goods

and services’.

Customer behaviour entails “all activities associated with the purchase, use and disposal of

goods and services, including the customer's emotional, mental and behavioural responses

that precede or follow these activities”. The term, customer can refer to individual customers

or organisational customers. Customer behaviour is concerned with:

 Purchase Activities: the purchase of goods or services; how customers acquire products and

services, and all the activities leading up to a purchase decision, including information search,

evaluating goods and services and payment methods including the purchase experience

 Use or Consumption Activities: concerns the who, where, when and how of consumption and

the usage experience, including the symbolic associations and the way that goods are

distributed within families or consumption units

 Disposal Activities: concerns the way that customers dispose of products and packaging; may

also include reselling activities such as eBay and second-hand markets

Customer responses may be:

 Emotional (or affective) responses: refer to emotions such as feelings or moods,

 Mental (or cognitive) responses: refer to the customer's thought processes, their

 Behavioural (or conative) responses: refer to the customer's observable responses in relation

to the purchase and disposal of goods or services.

As a field of study, customer behaviour is an applied social science. Customer behaviour

analysis is the "use of behaviour principles, usually gained experimentally, to interpret human

economic consumption." As a discipline, customer behaviour stands at the intersection of

economic psychology and marketing science.

13 | P a g e
  NATURE OF CUSTOMER BEHAVIOUR:

1. PROCESS:

Customer behaviour is a systematic process relating to buying decisions of the customers.

The buying process consists of the following steps;

1. Need identification to buy the product.

2. Information search relating to the product.

3. Listing of alternative brands.

4. Evaluating the alternative (cost-benefit analysis)

5. Purchase decision.

6. Post-purchase evaluation by the marketer.

2. INFLUENCED BY VARIOUS FACTORS:

A number of factors influences customer behaviour. The factors that influence customers

are: marketing, personal, psychological, situational, social, cultural etc

3. DIFFERENT FOR ALL CUSTOMERS:

Not all customers behave in the same manner. Different customers behave

differently. The difference in customer behaviour is due to individual factors such as nature of

the customer’s life style, culture, etc.

4. DIFFERENT FOR DIFFERENT PRODUCTS:

Customer behaviour is different for different products. There are some customers who may

buy more quantity of certain items and very low/no quantity of some other items.

14 | P a g e
 5. REGION BOUNDED:

The customer behaviour varies across states, regions and countries. For instance, the

behaviour of urban customers is different from that of rural customers. Normally, rural

customers are conservative (traditional) in their buying behaviour.

6. VITAL FOR MARKETERS:

Marketers need to have a good knowledge of customer behaviour. They need to study the

various factors that influence customer behaviour of their target customers. The knowledge of

customer behaviour enables marketers to take appropriate marketing decisions.

7. REFLECTS STATUS:

Customers buying behaviour is not only influenced by status of a customer, but it also reflects

it. Others consider those customers who own luxury cars, watches and other items as persons

of higher status.

8. SPREAD–EFFECT:

Customer behaviour has a spread effect.

The buying behaviour of one person may influence the buying behaviour of another person.

For instance, a customer may always prefer to buy premium brands of clothing, watches and

other items etc.

This may influence some of his friends, neighbors, colleagues. This is one of the reasons why

marketers use celebrities like Shahrukh Khan, Sachin Tendulkar etc to endorse their brands.

9. STANDARD OF LIVING:

Customer buying behaviour may lead to higher standard of living. The more a person buys the

goods and services, the higher is the standard of living.

15 | P a g e
 10. KEEPS ON CHANGING:

The customer’s behaviour undergoes a change over a period depending upon changes in age,

education and income level etc., for instance, kids may prefer colorful dresses, but as they grow

up as teenagers and young adults, they may prefer trendy clothes.

 Importance of Studying Customer Behaviour:

Role or importance of study of customer behaviour can be explained with reference to the

points stated as under:

1. Modern Philosophy:

It concerns with modern marketing philosophy – identify customers’ needs and satisfy them

more effectively than competitors. It makes marketing customer-oriented. It is the key to

succeed.

2. Achievement of Goals:

The key to a company’s survival, profitability, and growth in a highly competitive marketing

environment is its ability to identify and satisfy unfulfilled customer needs better and sooner

than the competitors. Thus, customer behaviour helps in achieving marketing goals.

3. Useful for Dealers and Salesmen:

The study of customer behaviour is not useful for the company alone. Knowledge of

customer behaviour is equally useful for intermediaries and salespersons to perform their

tasks effectively in meeting customers’ needs and wants successfully. Customer behaviour,

thus, improves performance of the entire distribution system.

16 | P a g e
4. More Relevant Marketing Programme:

Marketing programme, consisting of product, price, promotion, and distribution decisions,

can be prepared more objectively. The programme can be more relevant if it is based on the

study of customer behaviour. Meaningful marketing programme is instrumental in realizing

marketing goals.

5. Adjusting Marketing Programme over Time:

Customer behaviour studies the customer response pattern on a continuous basis. So, a

marketer can easily come to know the changes taking place in the market. Based on the

current market trend, the marketer can make necessary changes in marketing programme to

adjust with the market.

6. Predicting Market Trend:

Customer behaviour can also aid in projecting the future market trends. Marketer finds

enough time to prepare for exploiting the emerging opportunities, and/or facing challenges

and threats.

7. Customer Differentiation:

Market exhibits considerable differentiations. Each segment needs and wants different

products. For every segment, a separate marketing programme is needed. Knowledge of

customer differentiation is a key to fit marking offers with different groups of buyers.

Customer behaviour study supplies the details about customer differentiations.

8. Creation and Retention of Customers:

Marketers who base their offerings on a recognition of customer needs find a ready market

for their products. Company finds it easy to sell its products. In the same way, the company,

17 | P a g e
due to continuous study of customer behaviour and attempts to meet changing expectations of

the buyers, can retain its customers for a long period.

9. Competition:

Customer behaviour study assists in facing competition, too. Based on customers’

expectations, more competitive advantages can be offered. It is useful in improving

competitive strengths of the company.

10. Developing New Products:

New product is developed in respect of needs and wants of the target market. In order to

develop the best-fit product, a marketer must know adequately about the market. Thus, the

study of customer behaviour is the base for developing a new product successfully.

11. Dynamic Nature of Market:

Customer behaviour focuses on dynamic nature of the market. It helps the manager to be

dynamic, alert, and active in satisfying customers better and sooner than competitors.

Customer behaviour is indispensable to watch movements of the markets.

12. Effective Use of Productive Resources:

The study of customer behaviour assists the manager to make the organisational efforts

customer-oriented. It ensures an exact use of resources for achieving maximum efficiency.

Each unit of resources can contribute maximum to objectives.

It is to be mentioned that the study of customer behaviour is not only important for the

current sales, but also helps in capturing the future market. Customer behaviour assumes:

Take care of customer needs, the customers, in return, will take care of your needs. Most of

problems can be reasonably solved by the study of customer behaviour. Modern marketing

practice is almost impossible without the study of customer behaviour.

18 | P a g e
  Characteristics of Customer Behaviour:

Customers are nowadays known as the God of Market. They should be treated or worshiped by

quality products and services. A satisfied customer brings profit consistently. So the marketer

should understand the customer properly. He has to understand how one customer behaves in

the purchasing time. Customer behaviour can be explained as all social, psychological and

physical behaviour of customers as they become aware of evaluate, purchase, consume

and tell others about the products and services.

Characteristics of customer behaviour are:

Customer behaviour is the part of human behaviour. This cannot be separated. Human

behaviour decides what to buy, when to buy etc. This is unpredictable in nature. We cannot say

that what an individual is going to do in the next moment. Based on the past behavioural pattern

one can at least estimate like the past he might behave.

Learning the customer is difficult and complex as it involves the study of human beings.

Each individual behaves differently when he is placed at different situations. Every day is a

lesson from each and every individual while we learn the customer behaviour. Today one may

purchase a product because of its smell, tomorrow it may vary and he will purchase another

due to some another reason.

Customer behaviour is dynamic. A customer’s behaviour is always changing in nature.

The taste and preference of the people vary. According to that, customers behave differently.

As the modern world changes the customer’s behaving pattern also changes.

Customer behaviour is influenced by psychological, social and physical factors. A

customer may be loyal with a product due to its status values. Another may stick with a product

due to its economy in price. Understanding these factors by a marketer is crucial before placing

the product to the customers.

19 | P a g e
 Study of customer behaviour is crucial for marketers. Before producing a product or

launching a product, he has to go through a clear analysis of the customer behaviour. If the

people or prospects reject the product, he has to modify it.

Customer behaviour is a continuous process as it involves the process starts before the

buying and continuing after purchasing. Before buying there will be high confusions and

expectations about the product. After buying it, if the buyer is satisfied with the product he

shows a positive behaviour, otherwise negative.

 Factors Influencing Customer Behaviour:

Customer behaviour can be broadly classified as the decisions and actions that influence the

purchasing behaviour of a customer. What drives customers to choose a particular product

with respect to others is a question, which is often analysed and studied by marketers. Most

of the selection process involved in purchasing is based on emotions and reasoning.

The study of customer behaviour not only helps to understand the past but even predict the

future. The below underlined factors pertaining to the tendencies, attitude and priorities of

people must be given due importance to have a fairly good understanding of the purchasing

patterns of customers.

1. Marketing Campaigns

Advertisement plays a greater role in influencing the purchasing decisions made by

customers. They are even known to bring about a great shift in market shares of

competitive industries by influencing the purchasing decisions of customers. The Marketing

campaigns done on regular basis can influence the customer purchasing decision to such an

extent that they may opt for one brand over another or indulge in indulgent or frivolous

shopping. Marketing campaigns if undertaken at regular intervals even help to remind

customers to shop for not so exciting products such as health products or insurance policies.

20 | P a g e
 2. Economic Conditions

Customer spending decisions are known to be greatly influenced by the economic situation

prevailing in the market. This holds true especially for purchases made of vehicles, houses

and other household appliances. A positive economic environment is known to make

customers more confident and willing to indulge in purchases irrespective of their personal

financial liabilities.

3. Personal Preferences

At the personal level, customer behaviour is influenced by various shades of likes, dislikes,

priorities, morals and values. In certain dynamic industries such as fashion, food and

personal care, the personal view and opinion of the customer pertaining to style and fun can

become the dominant influencing factor. Though advertisement can help in influencing

these factors to some extent, the personal customer likes and dislikes exert greater influence

on the end purchase made by a customer.

4. Group Influence

Group influence is also seen to affect the decisions made by a customer. The primary

influential group consisting of family members, classmates, immediate relatives and the

secondary influential group consisting of neighbors and acquaintances are seen have greater

influence on the purchasing decisions of a customer. Say for instance, the mass liking for

fast food over home cooked food or the craze for the SUV’s against small utility vehicle are

glaring examples of the same.

5. Purchasing Power

Purchasing power of a customer plays an important role in influencing the customer

behaviour. The customers generally analyse their purchasing capacity before making a

decision to buy and products or services. The product may be excellent, but if it fails to

21 | P a g e
meet the buyers purchasing ability, it will have high impact on it its sales. Segmenting

customers based on their buying capacity would help in determining eligible customers to

achieve better results.

Understanding, analysing and keeping track of customer behaviour is very critical

for a marketing department to retain their position successfully in the market place.

22 | P a g e
  APPLICATIONS OF CUSTOMER

1. ANALYSING MARKET OPPORTUNITY:

Customer behaviour study helps in identifying the unfulfilled needs and wants of customers.

This requires examining the trends and conditions operating in the marketplace, customers'

lifestyles, income levels and emerging influences.

The trend towards increasing number of dual income households and greater emphasis on

convenience and leisure have led to emerging needs for household gadgets such as washing

machine, mixer grinder, vacuum cleaner and childcare centres etc.

Mosquito repellents have been marketed in response to a genuine and unfulfilled customer

need.

2. SELECTING TARGET MARKET:

A review of market opportunities often helps in identifying distinct customer segments with

very distinct and unique wants and need.

Identifying these groups, learning how they behave and how they make purchase decisions

enables the marketer to design and market products or services particularly suited to their wants

and needs.

For example, customer studies revealed that many existing and potential shampoo users did

not want to buy shampoo packs priced at Rs. 60 or more and would rather prefer a low priced

sachet containing enough quantity for one or two washes. The finding led companies to

introduce the shampoo sachet, which became a good seller.

23 | P a g e
 3. MARKETING MIX:

Once unsatisfied needs and wants are identified, the marketer has to determine the right mix of

product, price, distribution and promotion. Here too, customer behaviour study is very helpful

in finding answers to many perplexing questions.

4. USE IN SOCIAL AND NON-PROFITS MARKETING:

Customer behaviour studies are useful to design marketing strategies by social, governmental

an not-for-profit organisations to make their programmes such as family planning, awareness

about AIDS, crime against women, safe driving, environmental concerns and other more

effective.

UNICEF (greeting cards), Red Cross and CRY etc. make use of customer behaviour

understanding to sell their services and products and also try to motivate people to support

these institutions.

 Origins of Customer Behaviour:

In the 1940s and 50s, marketing was dominated by the so-called classical schools of thought

which were highly descriptive and relied heavily on case study approaches with only occasional

use of interview methods. At the end of the 1950s, two important reports criticised marketing

for its lack of methodological rigor, especially the failure to adopt mathematically oriented

behavioural science research methods. The stage was set for marketing to become more inter-

disciplinary by adopting a customer-behaviourist perspective.

From the 1950s, marketing began to shift is reliance away from economics and towards other

disciplines, notably the behavioural sciences, including sociology, anthropology and clinical

psychology. This resulted in a new emphasis on the customer as a unit of analysis. As a result,

new substantive knowledge was added to the marketing discipline - including such ideas as

opinion leadership, reference groups and brand loyalty. Market segmentation, especially

24 | P a g e
demographic segmentation based on socioeconomic status (SES) index and household life

cycle, also became fashionable. With the addition of customer behaviour, the marketing

discipline exhibited increasing scientific sophistication with respect to theory development and

testing procedures.

In its early years, customer behaviour was heavily influenced by motivation research, which

had increased the understanding of customers, and had been used extensively by consultants in

the advertising industry and within the discipline of psychology in the 1920s, '30s and '40s. By

the 1950s, marketing began to adopt techniques used by motivation researchers including depth

interviews, projective techniques, thematic apperception tests and a range of qualitative and

quantitative research methods. More recently, scholars have added a new set of tools including

ethnography, photo-elicitation techniques and phenomenological interviewing. Today,

customer behaviour (or CB as it is affectionately known) is regarded as an important sub-

discipline within marketing and is included as a unit of study in almost all undergraduate

marketing programs.

25 | P a g e
 INTRODUCTION TO KAJARIA CERAMICS LTD

In the old days – in modern India’s historical lexicon this time period refers to the pre

liberalisation period of 20 years ago – a house floor or wall was something that simply needed

to be covered. What has radically transformed virtually every market sector of the new

economy is the emergence of the quality conscious, perceptive customer to whom aesthetics

and environmental appeal mean as much as cost, quality and utilitarian values. The homeowner

fits perfectly into this pattern of buyer behaviour.

This appetite for ceramic tiles has spawned the third largest market in the world. The total

world market production is estimated at 9515 million square meters. The Indian market is

pegged at 600 million square meters combining both domestic production and imports (Source:

http://www.icctas.com/ceramic-tiles-industry-in-india.htm up to 2011-12).

Linked closely to the construction industry, the annual growth rate in India has surged forward

to a spectacular 15%.Taking full benefit of this, Kajaria has carved out a distinctive market

niche as the nation’s first complete solutions provider.

This one-stop status has also given it the coveted number one position in the ceramic tile

industry in India. Not surprising then is the real probability that the well-designed office,

footfall rich multiplex, a busy hospital or a school corridor bubbling with the cacophony of

children leaving for home is probably lined with Kajaria tiles.

This remarkable company creates more than 400 tile designs and concepts each year. Kajaria’s

success is a larger-than-life story of the company's dedication to quality and its penchant for

out-of-the-box initiatives. The alacrity and speed with which the company caters to continuous

and ever-changing customer preferences is unparalleled and the envy of its competitors. With

the objective of strengthening its edge in the market, Kajaria Ceramics has raised the bar

continuously while commanding a strong position in the business. For example, Kajaria is the

26 | P a g e
first Indian tile manufacturer to have successfully adopted the single firing technology in

making wall and floor tiles. These state-of-the-art and cost efficient methods have also boosted

productivity. To meet international consistency standards, the company has continuously

streamlined production processes and earned for itself the distinction of becoming the first

Indian ceramic tile company to receive an ISO 9001 accreditation. Kajaria has also received

the ISO 14001 Certification for Environment Management Systems, besides the OHSAS-

18001 Certificate by TUV Suddeutschland, Germany, for meeting International standards in

Occupational Health and Safety Management Systems. For Kajaria it is a matter of intense

pride that in the world stage it is one of a handful of tile manufacturing companies to have been

so recognised.

27 | P a g e
 Gailpur plant of Kajaria (Fig.1 & Fig.2)

Fig. 1

Fig. 2

28 | P a g e
 Sikandrabad Plant of Kajaria (Fig. 3 & Fig. 4)

Fig. 3

Fig. 4

29 | P a g e
 “India being one of the largest domestic market and

has emerged 2nd largest customer of ceramic / vitrified

tiles in the world and very well positioned to take the

mantle of a Global manufacturing base. Kajaria Ceramics

Ltd has played its own role in achieving this goal. Since

our founding in mid-1988, we have been moving forward

on many fronts to capitalize on solid growth opportunities,

to improve our operating efficiency and to sharpen our

business portfolio's focus. Today, as a result of our internal growth initiatives and several

strategic and innovative initiatives, our business has grown many folds and we have emerged

as the largest manufacturer of ceramic/vitrified tiles with an aggregate capacity of 68.37 million

sq. mtrs. Apart from growth, the company is focusing up on larger customer satisfaction in the

years to come.”

Ashok Kumar Kajaria – Chairman & Managing Director.

30 | P a g e
 CHAPTER-4
PROFILE OF THE COMPANY

31 | P a g e
 COMPANY PROFILE
Kajaria Ceramics is the largest manufacturer of ceramic/vitrified tiles in India. It has an annual

aggregate capacity of 68.37 mn. sq. meters, distributed across eight plants - Sikandrabad in

Uttar Pradesh, Gailpur & Malootana in Rajasthan, four plants in Gujarat and one at Vijayawada

in Andhra Pradesh.

Kajaria's the manufacturing units are equipped with innovative modern technology. Intense

automation, robotic car application and a zero chance for human error are few reasons for

Kajaria to be the number 1 in the industry.

Founded 30 years ago, Kajaria has since then grown stronger with its hard work, innovations

and patronage from our discerning customers.

The Indian customers' rapidly growing appetite for style and aesthetics is the inspiration behind

every design of Kajaria Ceramics and its pace to keep up with the customer and market

demands has made Kajaria a synonym for quality, service and innovation - not only in the

domestic market but in the international market too.

Kajaria Ceramics has increased its capacity from 1 mn. sq. mtrs to 68.37 mn. sq. mtrs. in last

30 years and offers more than 2500 options in ceramic wall & floor tiles, vitrified tiles, designer

tiles and much more. These tiles come in a wide range of colours and textures to complement

bathrooms, living rooms, corridors, study rooms & kitchen, born out of an inspired creativity

of those who feel that rooms should be an extension of the beauty reflected. With an

unparalleled commitment towards quality, we have strived to adopt technologies and standards

with the changing times.

32 | P a g e
Be it technology, research, design or quality, Kajaria has set its sight on all these factors

adopting new production techniques in order to enhance the quality of its products. Due to

creativity and design ability of our team, our design comprises both innovation and exclusivity.

Leveraging the two invaluable assets - the Kajaria brand and unparalleled, multi-layer

distribution network - to expand the product bouquet to cater to the growing aspirations of the

discerning Indian customers.

 HISTORY OF KAJARIA CERAMICS LTD

Kajaria Ceramics Ltd. was incorporated in 1985 and was promoted by Kajaria Exports Ltd.

and its associates. The plant was set up for manufacturing Ceramic Glazed floor and wall tiles

in technical collaboration with M/s Todagres of Spain and imported major equipments from

Sacmi Imola and Omis due of Italy. The Company started commercial production in Aug.1988

at an initial installed capacity of 12,000 metric tonnes per annum [TPA]. In Aug.1990, it

commissioned an additional 14,000 TPA thereby raising installed capacity to 26,000 TPA. The

second phase of expansion was commissioned in Dec.1991, enhancing the installed capacity

from 26,000 TPA to 40,000 TPA. The third phase of expansion in Aug.1994 enhanced the

installed capacity to 60,000 TPA and the fourth phase of expansion increase the installed

capacity to 80,000 TPA at Sikandrabad plant in 1996. The capacity of this plant was further

raised to 90,000 TPA in 1999.the company has established its second plant at Bhiwadi,

Rajasthan with a capacity of 70,000 TPA in the year 1998.

The company manufacturers printed and special affect Tiles and have a wide product

range in terms of design, sizes and shades. It has consistently pioneered and brought in the

latest international quality product in India. Exclusive and valid showroom in- Kajaria plus,

Kajaria tiles Shoppe , Kajaria Tile studio, Kajaria tile galleria in all the important cities of the

country offer a panoramic view of the widest range, choices of the tiles, mix and match to suit

33 | P a g e
individual and family needs. The company has to credit a strong market presence and dealer

network. The market base was systematically expanded by appointing many dealers all over

the country. The sales turnover has progressively increased from Rs.6.83 cr. In 1998-89 to Rs.

227cr. Approx in 2001-02. The company entered the export market in 1989-90 and on a global

front Kajaria has made significance advances and established its first showroom in Melbourne,

Australia.

Exports are being identified as a major thrust area. The company export markets are the

Gulf countries, SARRC countries, Canada, European countries, etc. KCL is the first Tile

Company having received ISO 9002 Certification, which is symbolic for maintaining the

highest standard of quality in keeping with the stringent international specification, it also takes

pleasure in announcing environment friendly ISO 14001 accredit ion. It is the first Tile

manufacturer to receive OHSAS 18991 in India to receive OHSAS 18001 in fulfilling

international standards in occupational health and safety management system specification.

Today Kajaria is the largest selling brand in India and the largest exported brand from

the country. Despite the fact that the Kajaria Ceramics ltd. has the largest manufacturing facility

in the country, the company has been consistently producing above 100% of its rated capacity.

Mr. Chetan Kajaria, a gold medalist in Engineering from Pune University and MBA from

Boston College, USA, promotes KPL. Another fact that has helped the company to control its

cost is the supply of piped natural gas, which ended the company dependence on LPG\LDO in

addition to reducing cost.

The mgmt. of Kajaria Ceramics ltd, since its inspection has always remained conscious

about the environmental aspects of the business and to materialise its objectives. The mgmt.

has incorporated the latest technology available in the world. Several other initiatives toward

improving the environmental performance have been taken. One of this is to establish unit as

34 | P a g e
a “zero liquid effluent plant”. The unit is the first tile plant in India and among a very few

ceramic Tile plant in the world to recycle 100% water which comes out as an effluent from the

various point during the manufacturing process. Another unique initiative is adoption of

vermiculture Biotechnology for organic waste.

As its most bold step, Kajaria introduced Kajaria World, the biggest and most elegant

imported tile showroom in the country. Opened in Gurgaon over an area of 14,000 Sq. Ft.,

Kajaria World is the last word in premium and high quality concepts for home design. The

entire area at Kajaria World is divided into a vitrified tile section, a ceramic floor tile section,

bathroom concepts and mock up flats where customers can browse through and view thousands

of options and their applications. The company's in-house team of designers has done a

remarkable job of creating an elegant and exclusive ambience. On display, customers will find

modern bathroom concepts with over 100 alluring creative patterns and ideas. Mock-up flats

where they can walk through and find out how Kajaria tiles and ideas suit kitchens, living

rooms, dining halls, study rooms and bedrooms. Imported porcelain tiles in various shades and

marble finish selected from leading tile manufacturers of the world, ranging from 60x60 cm to

large format 1x1 Mtr. Tiles. Kajaria World also offers customers advise from trained experts

in the fields of architecture and interior design to help them make the right choice for their

dream home.

 Kajaria ceramics is the Largest Exporter of India:

 INTERNATIONAL MARKETS: -

Kajaria ceramics exports to more than 20 countries round the Globe. The International

Marketing operations are organized by a specialist export division that manages a network of

international agents and distributors supported by our exclusive office/showroom in Australia.

Now in international markets we enjoy a similar brand Recall as that of Domestic. Our Brand

35 | P a g e
“Kajaria Tile” has today become synonym of quality, service and innovation not only in the

domestic market but also even in the international market. With increased capacity, increase in

turnover and a growing domestic and exports market, Kajaria Ceramics is set to emerge as a

leader in the international ceramic tiles market.

 BOARD OF DIRECTORS
1. Shri A.K.Kajaria (Chairman & M.D)

2. Shri J.C.Mediratta

3. Shri R.K.Kajaria

4. Shri R.K.Bhargava

5. Shri R.R.Bagri

6. Shri Sonjoy Sethee (Nominee-IFCI)

7. Shri D.D.Rishi (Executive Director)

8. Shri Chetan Kajaria (Whole Time Director)

 MISSION STATEMENT

 To remain forefront in the Ceramic Tile Industry.

 To remain the highest brand recall in the mind of discerning customers for quality,

designs and as a provider of new concepts and ideas.

 To reach into everyone’s dream home.

 To follow the principles of transparency, high business ethics, global quality standards

and in creating new intellectual assets.

36 | P a g e
  Translating vision into reality:

Kajaria Ceramics limited, the leading manufacturer and largest exporter of latest technology

single fired ceramic tiles in the country and is touching new heights. Kajaria Ceramics has

grown at a breathtaking pace during the last decade in turnover, profits and foreign exchange

earnings. With the new plant at Bhiwadi, Rajasthan becoming fully operational, it has almost

doubled its capacity from 16200 Sq Mtr. Per day to 33000 Sq Mtr. Per day. Both the plants

are operating at 100 % + capacity.

ISO-14001

37 | P a g e
 OHSAS-18001

The Company is the largest exporter of ceramic tiles in the country and has won 7 export

awards since inception. The has also been selected as one of the top performing Global

Growth Company from India by World Economic Forum in 1997. Kajaria is the first ceramic

tile Company in India and may be 5th in the world accredited with ISO 9002 certification for

its quality system and recipient of ISO 14001 for Environment Management System.

The company has also been given OHSAS 18001 Certificate by M/s. TUV Suddeutschland,

Germany. The Certificate has been given for the commitment for the Company for fulfilling

International standards in Occupational Health and Safety Management System –

Specification.

Kajaria Ceramics is the first ceramic tile company in the world to get this certification. We at

Kajaria always believe that safe working methods lead to better business performance,

motivated workforce and higher productivity.

38 | P a g e
With ongoing training, R&D and human resource development, the company continuously

strives to bring International quality consistently, surpassing itself and always reaching a

peak higher.

Kajaria Ceramics has consistently pioneered and brought in the latest in international quality

products in India. The company launched the high hardness and abrasion resistant Group-5

floor tiles for heavy traffic are as for the first time in India. It was international quality with

single fired Monoporosa technology. With an attractive range of borders, pencils and

moldings, Kajaria Ceramics manufactures the widest range of floor and wall ceramic tiles to

provide the complete wall and floor solutions.

 HISTORY OF CERAMIC TILES:

The story of Kajaria Ceramics is the legend of one leader's vision and the conviction of a core

team that followed him. Founder Ashok Kajaria, a technocrat with an engineering degree from

California State University, was convinced that he was sowing seeds of a revolution in this

industry. Time proved him correct. He established the company's first manufacturing plant with

a capacity of one million square meters at Sikandrabad, Uttar Pradesh, in 1988. Since then there

has been no looking back.

Kajaria shaped market trends, proving in this case the wisdom of Say’s dictum that supply

creates its own demand. He believed that if Indians were given the best, they would buy the

best and so he gave them quality products that were hitherto unimagined in the domestic home

décor market. This triggered the signing of a technical collaboration with one of the leading

manufacturers of ceramic tiles in the world.

The absolute quality and dependability offered by Kajaria in a market where these attributes

were just idle talk, led to an overwhelming response from a virtual universe of buyers. Thus

39 | P a g e
stimulated, Kajaria Ceramics embarked on a journey of capacity expansion. Not surprisingly,

the company is today the key manufacturer of ceramic wall and floor tiles in the country,

producing 43.60 million square meters annually.

Kajaria Ceramics, a 1000 crore ceramic gaint, brings you Kajaria Ceramics showrooms. These

showrooms offer you and excellent selection of imported tiles and sanitary ware that have been

carefully collected from all over the world.

Rumors have it that the first clay tiles were produced seven to eight thousand years ago in the

area now known as the Holy Land. Many sources independently verify that the actual known

history of Tiles (and the known usage of wall and floor tile coverings) can be traced back as

far as the fourth millennium BC (4000 BC) to Egypt.

In those days, in Egypt, tiles were used to decorate various houses. Clay bricks were dried

beneath the sun or baked, and the first glazes were blue in color and were made from copper,

very exquisite!

During that period, ceramics were also known to be found in Mesopotamia. These ceramics

bore decorations, which were white and blue striped and later possessed more varied patterns

and colors. Later on, in China too, the great centre of ceramic art, a fine, white stoneware with

the earliest Chinese glaze was produced during the Shang-Yin dynasty (1523-1028 BC).

The usage and the art of making and decorating ceramic tiles had spread and by 900A.D.

decorative tiles had become widely used in Persia, Syria, and Turkey and across North Africa.

As transport and communication developed, tile usage and its penetration in other territories

increased. Wars and territory take-over caused this art to spread even faster.

The Romans introduced tile making in Western Europe as they occupied territories. The Low

Countries of Northern Europe somehow acquired the technology from Persia, while the Moors

40 | P a g e
brought African tiles with them when they invaded Iberia (Spain). It was aboard the ships of

Spanish conquistadors that decorative clay tiles found their way to the New World, where they

were used primarily to decorate the Churches of newly built missions.

By the end of the 12th century, use and manufacture of Ceramic Tiles had spread across Italy

and Spain and into the rest of Europe. Until that time, they were mainly used to decorate the

floors of Cathedrals and Churches. The skill had eventually vanished from Europe in the 16th

century following the reformation. However, the decorative wall tile art had survived in Turkey

and the Middle East and the Delft tiles art survived in Holland.

A form of tile making had also evolved among the natives of North and South America at some

point. The first decorative tiles to appear in Colonial North America were imported from

Northern Europe, mainly England the Brits having hijacked the technology from the Dutch.

The tiles were too expensive for utilitarian purposes in the Colonies and were found almost

exclusively in the homes of the wealthy.

Through the centuries, tile decoration was improved upon, as were methods of tile

manufacture. For example, during the Islamic period, all methods of tile decoration were

brought to perfection in Persia. Throughout the known world, in various countries and cities,

Ceramic tile production and decoration reached great heights. The tile mosaics of Spain and

Portugal, the floor tiles of Renaissance Italy, the faience of Antwerp, the development of tile

iconography in the Netherlands, and the Ceramic tiles of Germany are all prominent landmarks

in the history of Ceramic tile.

In the early days, the tiles were hand-made, each tile was hand-formed and hand- painted, thus

each was a work of art in its own right. Ceramic tile was used almost everywhere on walls,

floors, ceilings, fireplaces, in murals, and as an exterior cladding on buildings.

41 | P a g e
Today Ceramic tile throughout the world is not hand-made or hand-painted for the most part.

Automated manufacturing techniques are used and the human hand does not enter into the

picture until it is time to install the tile. They are used in an almost infinite number of ways and

you don’t have to consider yourself wealthy to own them. In commercial buildings, where both

beauty and durability are considerations, ceramic tiles will be found, particularly in lobby areas

and restrooms.

In fact, most modern houses throughout use Ceramic tiles for their bathrooms and kitchens and

in every vital area of the premise. Ceramic tiles are also the choice of industry, where walls

and floors must resist chemicals. Moreover, the Space Shuttle never leaves Earth without its

protective jacket of high-tech, heat resistant tiles.

(Note: The above history has been compiled after taking varied sources of information into

consideration)

 INDUSTRY HIGHLIGHTS:
• Ceramic Tiles today have become an integral part of home improvement. It can make

a huge difference to the way your interiors and outdoors look and express.

• The Indian tile industry, despite an overall slowdown of the economy, continues to

grow at a healthy 15% per annum.

• Investments in the last 5 years have aggregated over Rs. 5000 crores and production

during 2011-12 stood at approx. 600 million sqmts.

• The Indian tile industry is divided into organized and unorganized sector.

• The organized sector comprises of approximately 16 players. The current size of the

organized sector is about Rs 7200 crores.

• Revenue earning industry - excise mops up over Rs. 350 crores annually from the

organized sector itself.

42 | P a g e
 • Indian ranks in the top 3 list of countries in terms of tile production in the world.

 BACKGROUND:

Apart from their decorative looks, Ceramic Tiles are primarily hygiene products and that

is how our broad spectrum of customers views the product. This is fairly evident from its varied

usage from bathrooms and kitchens in average Indian household’s to medical centers, labs,

milk booths, schools, public conveniences, shopping malls and numerous other centers; which

dot our day to day life. A ceramic tile is basically a “utility product" and that remains our

promotional slogan. Popular housing projects are increasingly switching over to Ceramic Tiles

moving away from the traditional use mosaic and even granite or marble, owing to several

factors viz. ease in laying ability, versatility, low price and hygiene.

Nevertheless, this decorative aspect of a Ceramic Tiles has forever been in the forefront. Heavy

churning out of bolder and colorful designs by the industry is testament to the fact that most

households regard a ceramic tile as an "adornment" for an otherwise “drab look" of their age-

old floorings or an unfurnished wall.

 OVERALL PICTURE OF THE INDUSTRY:

Ceramic tiles as a product segment have grown to a sizeable chunk today at 600 Millions
Square meters production per annum. However, the potential seems to be great, particularly as
the housing sector, retail, IT & BPO sectors have been witnessing an unprecedented boom in
recent times. The ceramic tiles sector has been clocking a robust growth of 12-15% consistently
over the last few years. Today, India figures in the top 3 countries in the world manufacturing
ceramic tiles.

The key drivers for the ceramic tiles in India are the boom in housing sector coupled by
government policies fuelling strong growth in housing sector. The retail boom in the Indian
economy has also influenced the demand for higher end products. Overall the bullish growth
estimates in the Indian economy has significantly influenced the growth of the Indian Ceramic
tile industry.

43 | P a g e
The main product segments are the Glazed Wall tile, Glazed Floor tile, Vitrified tile and
Industrial tile segments. The market shares are 20%, 23%, 50% and 7% respectively for Glazed
Wall, Glazed Floor, Vitrified tiles &industrial tile segment. The tiles are available in a wide
variety of designs, textures and surface effects. They cater to tastes as varied from rustics to
contemporary marble designs in super glossy mirror finishes.

Both, traditional methods of manufacturing (tunnel) and the latest single fast firing methods
are deployed in manufacturing. Some of the latest trends in manufacturing methods can be seen
in India.

The investments in the last five years are approx. Rs 5000 crores. The industry also enjoys the
unique distinction of being highly indigenous with an abundance of raw materials, technical
skills, infrastructural facilities despite being fairly capital intensive. Over 5,50,000 people are
employed in the sector. Out of this, 50,000 people are directly employed and 5,00,000 are
indirectly associated. The potential is huge considering the per capita consumption of ceramic
tiles in India. Currently it is at 0.50 square meters per person in comparison to over 2 square
meters per person for like countries like China, Brazil and Malaysia.

 Where we stand and what we must do?

As a foreign exchange earner or a global player, Indian Tile industry has captured the attention
of the world in the ceramic tiles segment. India is projected to figure in the top3 countries
manufacturing ceramic tiles by 2012. This however is subject to policies favorable for the tile
industry to complete with international players on an even ground.

To compete internationally, our plants must be geared up to large units currently operating in
China and Turkey is driven by economies of scale. These will also help us in lowering our cost
of production significantly. In addition, infrastructural support is a key factor that determines
the speed of growth. Better infrastructure will bring in better growth in terms of consistency
and sustenance. Freight, supply of power and gas remains the key cost-related issues
influencing the industry. Availability, consistent supply and reasonable rates are extremely
important for the growth of the ceramic tile industry.

In addition, the prevailing anomalies pertaining to Basic Customs Duty on import of ceramic
tiles from China and raw materials imported from abroad need to be corrected to prevent

44 | P a g e
dumping of tiles from China. Rural thrust should be enhanced by favorable excise duty and
MRP structure.

 CURRENT STATUS OF THE INDUSTRY:

The ceramic tiles industry in India has followed similar trends internationally which have been
characterized by excess capacities and falling margins. Countries like Malaysia, Thailand,
Indonesia, Sri Lanka and Vietnam are setting up their own plants. China has emerged as a
major competitor. Producers from Spain and Italy have the advantage of lower transportation
costs while exporting to USA and Germany. In India, the per capita consumption is as low as
0.15 square meters per person compared to China (2 square meters per person), Europe (5 to 6
square meters per person) or Brazil (2.5 square meters per person). Rising disposable incomes
of the growing middle class and 40 million units of housing shortage hold out a great potential.

A major change that took over the ceramic tiles industry was the introduction of Glazed,
Vitrified and porcelain tiles. These new entrant product types are said to be the tiles of the
future. Internationally these tiles are already the major sellers. This category of products
account for 13% of all organized sales in this industry.

These new products and the conventional wall & floor tiles have together made the organized
industry grow to a formidable Rs. 7200 crores industry. This coupled with as pâté of expansions
by many players make the industry look very promising in the future.

The Indian Industry has developed an export market although at the lower end. In volume, it
constitutes less than half a percent of the global market (Presently India does not figure in the
list of major exporting countries). However, this reality could change as Indian exports are
rising at the rate of 15% per annum. The top-end of the global export market is presently
dominated by Italy (40.8%) and Spain (26.4%).

The Romans introduced tile making in Western Europe as they occupied territories. The Low
Countries of Northern Europe somehow acquired the technology from Persia, while the Moors
brought African tiles with them when they invaded Iberia (Spain). It was aboard the ships of
Spanish conquistadors that decorative clay tiles found their way to the New World, where they
were used primarily to decorate the Churches of newly built missions.

45 | P a g e
 • By the end of the 12th century:

Europe. Until that time, they were mainly used to decorate the floors of Cathedrals and
Churches. The skill had eventually vanished from Europe in the 16th century following the
reformation. However, the decorative wall tile art had survived in Turkey and the Middle East
and the Delft tiles art survived in Holland.

A form of tile making had also evolved among the natives of North and South America At
some point. The first decorative tiles to appear in Colonial North America were imported from
Northern Europe, mainly England the Brits having hijacked the technology from the Dutch.
The tiles were too expensive for utilitarian purposes in the Colonies and were found almost
exclusively in the homes of the wealthy.

Through the centuries, tile decoration was improved upon, as were methods of tile
manufacture. For example, during the Islamic period, all methods of tile decoration were
brought to perfection in Persia. Throughout the known world, in various countries and cities,
Ceramic tile production and decoration reached great heights.

In the early days, the tiles were hand-made, each tile was hand-formed and hand- painted, thus
each was a work of art in its own right. Ceramic tile was used almost everywhere on walls,
floors, ceilings, fireplaces, in murals, and as an exterior cladding on buildings.

Today, Ceramic tile throughout the world is not hand-made or hand-painted for the most part.
Automated manufacturing techniques are used and the human hand does not enter into the
picture until it is time to install the tile. They are used in an almost infinite number of ways and
you don’t have to consider yourself wealthy to own them. In commercial buildings, where both
beauty and durability are considerations, ceramic tiles will be found, particularly in lobby areas
and restrooms.

Infact, most modern houses throughout use Ceramic tiles for their bathrooms and kitchens and
in every vital area of the premise. Ceramic tiles are also the choice of industry, where walls
and floors must resist chemicals. Moreover, the Space Shuttle never leaves Earth without its
protective jacket of high-tech, heat resistant tiles.

46 | P a g e
  ABOUT THE PRODUCTS OF KAJARIA:

“People don’t buy products, they buy what products do for

them”

---JOHN WILHMURST

 KCL’S MAIN PRODUCTS:-

1. Ceramic Glazed Floor Tiles

2. Ceramic Wall Tiles

They differ in strength and resistance.

 THREE MAIN KINDS OF TILES:-

1. Standard Tiles – Elite Class

2. Commercial Tiles – Upper Middle Class

3. Utility Tiles – Middle and Lower Middle Class

THESE TILES COME UNDER RANGES OF:-

1. Plain Colour Range –

E.g. Blanco Nieve, Champagne, Silver Grey, etc.

2. Classic –

E.g. Naveda Blanco, Kajaria Green etc

3. Special Plain -

E.g. Burgundy, Oxford Blue, Terracotta etc.

4. Contractor -

E.g. Leonardo Beige, Limoni Grey, Luxor and Luna etc.

47 | P a g e
5. Printed –

E.g. Alicante Beige, Arena Grey, Antique Blanco, etc.

6. Special Printed –

E.g. Chimera Beige, Corona Grey, Galleria Brown, etc.

7. Premium Range –

E.g. Auto Grey, Alfar Blue, Archiva, Argilla, Atrium, etc.

These tiles come in various dimensions such as – 200mmx200mm, 300mmx300mm,

400mmx400mm. Thickness – 7mm, 7.80mm, 9mm, etc.

Through trend setting product innovation and design, Kajaria keeps ahead of the times,

fulfilling the changing lifestyle needs of the customer. Kajaria has introduced captivating range

of tiles in terms of design, sizes and shades. Today customers and the trade have come to except

ultra modern and futuristic concepts in design among the Kajaria collection.

 TYPES OF TILES:-

1. CERAMIC TILES:

• EARTHENWARE:

Ceramic with a water absorption rate of more than 10% after firing it at temperatures between
950 - 1150°C is known as earthenware. Earthenware is easy to work and easy to decorate.
Because it is so porous though, it should only be used indoors to prevent weathering caused by
frost. Earthenware is mainly used as glazed wall tiles.

Two different procedures for manufacturing earthenware can be distinguished: In the

monoporasa technology, i.e. single firing technology, the liquid glaze is applied onto the tile
immediately after shaping. Then the desired decoration can be applied onto the tile. In the
double firing technology (biporosa) the body is fired first. Afterwards it is glazed, decorated
and then fired again.

48 | P a g e
 • STONEWARE:

Stoneware has a water absorption rate of less than 3% percent. Stoneware is frost proof due to
its low porosity. Compared to earthenware, stoneware has a higher density and a better
mechanical strength. Almost all tiles for floor coverings exposed to high traffic such as for
industry, commerce or public areas are made of unglazed stoneware that can be seen, for
instance, at Nuremberg Central Station. Stoneware tiles with glaze are classical ceramics for
floors. Abrasion and slip resistance are determined by the technical properties of the glaze.

Unlike earthenware, stoneware is fired at temperatures between 1150 - 1300°C. Porosity can
be reduced by adding fluorite and other fluxes.

• PORCELAIN STONEWARE:

Porcelain stoneware is characterized by its very low water absorption rate of less than 0.5%.
Thus porcelain stoneware is a further development of stoneware tiles, whose water absorption
rate lies under 3%. Porcelain stoneware is manufactured under high pressure by dry-pressing
fine processed ceramic raw materials with large proportions of quartz, feldspar and other
fluxes. Afterwards, the body is baked at high temperatures (1200 - 1300°C) in a roller passage
kiln. Due to its high breaking and wear resistance properties porcelain stoneware is often used
in public areas and areas where wear conditions are particularly extreme. At the beginning of
the development, porcelain stoneware was manufactured but unglazed.

The low porosity permits polishing a tile and thus creating an extraordinary beautiful and
brilliant surface.

By applying ceramic powders of different colours or using soluble salts, unglazed porcelain
stoneware can be decorated in different ways. However, the variety of possible visual effects
is limited. Therefore, it becomes more and more usual to manufacture glazed and imprinted
porcelain stoneware. A huge variety of decors can be created due to the properties provided by
this material. For instance, the most different types of stones, woods, fabrics, cork, leather etc.
can be imitated.

Glazed porcelain stoneware differs from glazed stoneware by a slightly higher breaking
resistance and a complete frost resistance. Other properties, such as, for instance, chemical

49 | P a g e
resistance, slip resistance and scratch hardness may vary significantly depending on the type
of surface.

• GLAZED TILES:

Glazed tiles are available in many different colours and dimensions. Two types can be
distinguished:

Wall tiles, which in technical language are called ‘Stoneware Tiles’, and Floor Tiles, which
may be manufactured from stoneware or porcelain stoneware. What they all have in common
is a glazed, closed surface, which is very durable and easy to clean. Some instructions for care
of these coverings.

 WALL TILES

Angola Beige Angola Crema

[300x200 mm] [300x200 mm]

Angola Gray Ankara Beige

[300x200 mm] [300x200 mm]

50 | P a g e
  FLOOR TILES

Alicante Beige
[300x300 mm]

Alicante Blanco
[300x300 mm]

Alicante Blue
[300x300 mm]

51 | P a g e
 Alicante Grey
[300x300 mm]

Alicante Pink
[300x300 mm] Alicante Pink
[300x300 mm]

Amphora Beige Amphora Brown

[300x300 mm] [300x300 mm]

• First cleaning of new areas:

In case of remains of grout on the surface, the covering should be wiped once with a standard
sanitary cleaning agent under observance of the manufacturer´s instructions for use.

52 | P a g e
 • Cleaning of heavily soiled areas:

Persistent dirt, remains of caring products, oily and greasy residues etc. can be easily removed
with a basic cleaning agent. It is recommended to clean sanitary areas such as bathrooms,
showers, toilets with a sanitary cleaning agent to avoid lime scale and to dispose of
incrustations.

• Protection and care:

Glazed tiles can be impregnated but don´t have to and they don´t have to be protected in another
way. Products containing wax and acrylic are not suitable as they may form layers. These layers
bind soil and make maintenance cleaning more difficult. Cement joints are porous and soil
easily. By impregnating them with a joint protection, soiling can be reduced and cleaning will
be easier.

2. VITRIFIED TILES:

Vitrified tile is a tile is produced using vitrification and has very low porosity (and water
absorption), making it stain-resistant and strong. It is an alternative to marble and granite
flooring.

 ADVANTAGES:

• Being a manufactured product, their quality is controlled, whereas in naturally

occurring marble and granite good quality is coincidental. Vitrified tiles possess better

mechanical strength, scratch resistance, resistance to acids, alkalis and chemicals,

resistance to staining etc compared to marble or natural granite.

• Marble has a relatively lower abrasion resistance and higher porosity compared to

vitrified tiles. It is composed of calcium carbonate, a compound that is readily attacked

by hydrochloric acid, which is commonly used in toilet & floor cleaning. It can yellow

within a span of a few years, whereas vitrified tiles retain their colour for decades.

53 | P a g e
 • Polished natural granite shows surface defects, and good quality is just a matter of

chance, whereas vitrified tiles are produced under controlled conditions that result in

consistent quality.

 DISADVANTAGE:

• As a manufactured product, vitrified tiles do not have the natural textures and patterns

of marble or granite.

Comparison among:

Glazed Vitrified Ceramic Marble Granite

Non-Porous Porous Porous Less Porous
High Intensity Low Intensity Low Intensity High Intensity

1300-1700°
500-700° Natural Natural
Baking

Scratch free Scratch able Scratch able Scratch able

Non Breakable Breakable Breakable Non Breakable

 COMPETITORS:
These continuously threaten rather than contribute to the survival of the business. They watch

each other very closely and follow one another prices up and down, they try to capture either

others market share and customer base to increase their own profit margins.

54 | P a g e
The more competitors there are and the close their product offering, the more sensitively sales

respond to a relative change in price.

o COMPETITORS OF KCL:

Below are the 5 main Kajaria competitors:

1. H&R Johnson India

2. Asian Granito India

3. Nitco Tiles

4. Somany Ceramics

5. RAK Ceramics

To face the challenges posed by the competitors we have to take many measures such

as regularly improve the product quality, develop and use new technology to produce tiles

according to the new trends, appreciated by the people and to take our prices comparable to

our competitor’s prices.

55 | P a g e
 CHAPTER-5
S.W.O.T. ANALYSIS

56 | P a g e
 S.W.O.T. ANALYSIS OF KAJARIA CERAMICS LTD
SWOT analysis is acronym for strengths, weaknesses, opportunities, and threats—and

is a structured planning method that evaluates those four elements of a project or business

venture. A SWOT analysis can be carried out for a company, product, place, industry, or

person. It involves specifying the objective of the business venture or project and identifying

the internal and external factors those are favourable and unfavourable to achieve that

objective.

57 | P a g e
STRENGTHS:

Characteristics of the business or project that give it an advantage over others:

Following are the strengths of KAJARIA CERAMICS LTD:

1. Kajaria has been synonymous to innovation and quality for many decades.

2. It is the largest manufacturer of Ceramics and Vitrified tiles in India.

3. The company offers more than 1200 options to the customers.

4. 4. Kajaria tiles come in a wide range of colors and textures to complement bathrooms,

kitchens, living rooms, corridors, study rooms etc.

5. Kajaria ceramics is the only company in India which has won Superbrand award many

times

6. It has a multi layered distribution network that gives it a huge advantage over its

competitors.

58 | P a g e
WEAKNESSES:
Characteristics that place the business or project at a disadvantage relative to others:

1. It does not have operations in African and North Asian Countries.

2. Pricing of Kajaria products is a bit higher than its competitors.

59 | P a g e
OPPORTUNITIES:
Elements that the business or project could exploit to its advantage:

1. Kajaria ceramics can leverage its worldwide operations and expand into African and Asian

countries.

2. It should do advertising activities all over the world that would help it increase brand

awareness and recall.

3. It can look for mergers and acquisitions to expand its operations.

60 | P a g e
THREATS:
Elements in the environment that could cause trouble for the business or project:

1. Many local players are posing a tough competition to Kajaria Ceramics.

2. Globally, many other players have entered into Ceramics industry and made the

environment very competitive.

61 | P a g e
 CHAPTER-6
RESEARCH METHODOLOGY

62 | P a g e
 WHAT IS RESEARCH?

Research has been defined in a number of different ways.

A broad definition of research is given by Martyn Shuttleworth- “In the broadest sense of the

word, the definition of research includes any gathering of data, information and facts for the

advancement of knowledge”.

Another definition of research is given by Creswell who states that-“Research is a process of

steps used to collect and analyse information to increase our understanding of a topic or issue”.

It consists of three steps: Pose a question, collect data to answer the question, and present an

answer to the question.

The Merriam-Webster Online Dictionary defines research in more detail as “a studious

inquiry or examination, especially investigation or experimentation aimed at the discovery and

interpretation of facts, revision of accepted theories or laws in the light of new facts or practical

application of such new or revised theories or laws.”

63 | P a g e
  TYPES OF RESEARCH:

The various types of research are:

Descriptive: Descriptive Research includes survey and fact finding enquiries of different

kinds. The major purpose of descriptive research is description of the state of affairs as it exists

at present. In social science and business research we quite often use the term Ex-Post Factor

research for descriptive research studies.

Descriptive Research is used to describe characteristics of a population or phenomenon

being studied. It does not answer questions about how/when/why the characteristics occurred

rather it addresses the “what” question.

• Analytical Research: According to analytical research, the researcher has to use facts

or information already available and analyse these to make a critical evaluation of the

material.

o Applied Research: Aims at findings a solution for an immediate problem

facing a society or an industrial/business organisation.

• Fundamental Research: Aims at mainly concerned with generalization and with the

formulation of a theory.

• Quantitative Research: Quantitative Research is based on the measurement of quality

or amount. It is applicable to Phenomena that can be expressed in terms of quality.

• Qualitative Research: Qualitative Research is concerned on the measurement

qualitative phenomenon i.e. relating to or involving quality or kind. For instant when

we are interested in investigating the reasons for human behaviour.

The study conducted is a conclusive descriptive statistical study. Conclusive because after

conducting the study the researcher comes to a decision that is precise and rational.

64 | P a g e
  RESEARCH METHODOLOGY:

The process used to collect information and data for making business decisions. The

methodology may include publication research, interviews, surveys and other research

techniques, and could include both present and historical information.

 Sample Survey- Census

 Type of Research- Descriptive

 Sample Size- 30

 Sample Technique - Probability/Random Sampling

 Sampling Area – Gurugram

 Time Frame – 5 Weeks

 Source of information - Questioners, direct personal Interviews, books and

websites.

 Tool to be used for Analysis and Interpretation - Tables, Charts & Graphs

Marketing research is a systematic design, collection, analysis and reporting of the data and

findings relevant to specific marketing situation facing the company.

The marketing research is done in the following ways:

1. Defining the problem and research objective.

2. Developing the research plans.

This is to develop the most effective plan for gathering the needed information. In this

project, the plan was so decided that the research objective are fulfilled.

65 | P a g e
  RESEARCH DESIGN:
A research design is the plan of a research study. Research design is the framework that has

been created to seek answers to research questions.

• It is the arrangement of conditions for collection and analysis of in a manner that it aims

to combine relevance to the research purpose with economy in procedure.

• It tells us the scope of study and weather the study is within our financial ability and

time.

• Research design has the following parts:

o Sampling Design

o Observational Design

o Statistical Design

o Operational Design

 SAMPLE DESIGN:
Sampling techniques has been broadly classified into 2 parts:

• Probability Sampling: A probability sampling method is a method of

sampling that utilises some form of random selection. In order to have a random selection

method, we have to set up some process or procedure that assures that the different units in

our population have equal probabilities of being chosen. Following are the types or

methods of probability sampling:

o Simple Random Sampling (SRS)

o Stratified Sampling.
o Cluster Sampling.
o Systematic Sampling.
o Multistage Sampling

66 | P a g e
 • Non-Probability Sampling: Non-probability sampling is a sampling technique

where the samples are gathered in a process that does not give all the individuals in the

population equal chances of being selected. Following are the types/methods of Non-

Probability Sampling:

o Convenience Sampling
o Sequential Sampling
o Quota Sampling
o Judgmental Sampling
o Snowball Sampling

As per the researcher, Non-Probability Sampling has been used while selecting the samples

for the research work. To be more precise Convenience Sampling has been used.

 CONVENIENCE SAMPLING

Convenience sampling (also known as availability sampling) is a specific type of non-

probability sampling method that relies on data collection from population members who are

conveniently available to participate in study. Convenience sampling is a type of sampling

where the first available primary data source will be used for the research without additional

requirements. In other words, this sampling method involves getting participants wherever you

can find them and typically wherever is convenient.

67 | P a g e
  DATA SOURCES:

The research plan calls for gathering data.

 PRIMARY

This consists of original information gathered for the specific purpose. In this

case, it was collected from the user and dealers. This was done by survey

research, which is generall y conducted to learn about people’s knowledge,

beliefs, preferences, satisfaction etc.

For primary data collection. I used questionnaire method, where m y sample

size is 30 people and I used random sampling as m y sample technique.

 SECONDARY

Secondary data is the data that have been already collected by and readily available from other

sources. Such data are cheaper and more quickly obtainable than the primary data and may be

available when primary data cannot be obtained at all. It refers to all the data that was originally

collected for other research purposes. Here the information was collected from

magazine, newspaper, brochures, internet etc.

Sources of collection of secondary data were:

 https://www.kajariaceramics.com

 https://www.slideshare.net

68 | P a g e
  SAMPLING OF RESEARCH

The method used for sample technique was Random Sampling Method. This method was

used because it was not known previously that which particular person will be asked to fill the

questionnaire.

 SIZE OF SAMPLE:

For the purpose of study, a sample size of 30 customers was taken.

 LIMITATIONS

• The respondents were limited and cannot be treated as the whole population.

• The respondents may be biased.

• Time was the major constraint.

• The accuracy of indications given by the respondents may not be consider adequate.

• Respondents were not willing to respond properly.

69 | P a g e
  DATA COLLECTION:

The various parameter deciding and subsequentl y influencing purchase of tiles

are identified and the questionnaire is prepared on the basis of the objective.

Different categories are selected for the study.

The primary information is collected using the survey technique in which

a structured questionnaire is devised to measure customer preferences for

various factor effecting purchase decision, their awareness for brand, various

function of cell phone, ph ysical features, general features, special and

accessories.

I have contacted people for collecting the data. I explained them for m y

stud y and asked them to fill the questionnaire. Some of the people have given

their full co-operation while some of them have ignored. At last I am able to

collect the questionnaires filled by the people using tiles.

The questionnaire measured the responses using parameters like

• Brand Awareness

• Brand Loyalty

• Brand Image

• Usable location for tile.

• Feature Awareness

70 | P a g e
  TOOLS OF ANALYSIS:

To know the response, I have used the questionnaire method with 40 questions in sample

survey. If one wishes to find what people think or know, the logical procedure is to ask them.

This has led marketing researchers to use the questionnaire technique for collecting data more

than any other method.

In this method, multiple-choice questionnaires were distributed to the respondents and they

were asked to answer questions in the questionnaire. The questions were structured non-

disguised questionnaire because the questions, which the questionnaire contained, were

arranged in a specific order besides every question asked were logical for the study; no question

can be termed as irrelevant.

The questionnaires, were non-disguised because the questionnaire were constructed so that the

objective is clear to the respondent. The respondents were aware of the objective. They knew

why they were asked to fill the questionnaire.

For Data Representation I have used:

• Percentages

• Graphs & Diagrams

• Analytical Tables

71 | P a g e
 CHAPTER-7
DATA ANALYSIS
&
INTERPRETATION

72 | P a g e
 Some common questions asked by the respondents are as follows:

Q1. Are you Aware of Kajaria Tiles?

a) Yes

b) No

Yes No

10%

90%

Interpretation: 90% of the people are aware about the kajaria tiles and rest 10 % of people

are not.

73 | P a g e
Q2. Do you use tiles?

a) Yes

b) No

Yes No

17%

83%

Interpretation: Yes 83% of people use tiles.

74 | P a g e
Q3. If yes, then which brand of tile you use?

a. Kajaria

b. Johnson

c. Nitco

d. Others

10%
10%
Kajaria
Johnson
20% 60%
Nitco
Others

Interpretation: 60% of people prefer kajaria brand because it is a famous brand of tiles and

it is easily available in the market and the rest use other brands.

75 | P a g e
Q4. Are you interested to know about Kajaria products?

a) Yes

b) No

Yes No

20%

80%

Interpretation: Most of the people were interested in knowing about the kajaria product that

is 80% and rest were not interested.

76 | P a g e
Q5. Are you satisfied with Kajaria Products?

a) Yes

b) No

c) Can’t say

Yes No Can't Say

10%

20%

70%

Interpretation: 70 % of the people were satisfied with the kajaria product which is long

lasting and upto their expectations.

77 | P a g e
Q6. What is your using criteria regarding tiles?

a. Convenience

b. Premium

c. Economic

d. Value for money

15% 15%

10%
Convenience
Premium
Economic
60% Value for money

Interpretation: 60% of the people buy tiles by finding it economic, while 10% of the people

go for premium quality of the tiles.

78 | P a g e
Q7. Did you come through any complaints regarding Kajaria tiles?

a. Never

b. Sometimes

c. Always

10%

Never
30%
60% Sometimes
Always

Interpretation: 60% of the people never came through any complaints. 30% of the people

faced problems sometimes while the few were always facing problems using Kajaria Tiles.

79 | P a g e
Q8. Why do you always use Kajaria products?

a. Quality

b. Cost

c. Innovation

d. Other

33%
40%
Quality
Cost
Innovation
17% 10% Other

Interpretation: 40% of the people use Kajaria products because of quality. 33% of people

use it for other reasons. 17% of the people use it because of innovation.

80 | P a g e
Q.9 Does the brand name of the company made you to purchase Kajaria Ceramic Tiles?

a. Yes b. No

Yes No Can't Say

10%

10%

80%

Interpretation: 80% of the people buy Kajaria tiles due to its brand name. 10% of the people

do not go for brand name, while rest of the people did not have any opinion.

81 | P a g e
Q10. Do you find the quality of Kajaria tiles better than other brands?

a. Yes b. No

Yes No

20%

80%

Interpretation: 80% of the people find the quality of Kajaria tiles better than other brands,

while rest of the people do not agree with this.

82 | P a g e
Q.11 Do you find Kajaria products overpriced as compared to the other brands?

a) Yes

b) No

Yes No Can't Say

10%

30%

60%

Interpretation: Yes, 60% of people think that Kajaria products are costly as compared to the

other brands, while 30% of them don’t think so. Rest of the people did not have any opinion.

83 | P a g e
Q12. When did you purchased Kajaria Ceramic Tiles?

a) Few months ago b) One year back

c) More than one year d) Few days ago

10%
10%
Few months ago

20% 60% One year back

More than one year
Few days ago

Interpretation:

60% of the people brought these tiles few months ago, 20% of the people have purchased one

year ago. 10% of the people purchased it a year ago and the rest 10 % a few days ago.

84 | P a g e
Q13. How do you purchase Kajaria tiles?

a) From Dealer

b) From Salesman

c) From Showroom

Dealer Salesman Showroom

10%

20%

70%

Interpretation: 70% of the people purchase these tiles from the dealers, 20% of the people

purchase it from sales people and the rest 10% from showroom.

85 | P a g e
Q14. What is your after sales service experience with Kajaria Tiles?

a) Good b) Bad c) Average

10%
10%

Good
Bad
80% Average

Interpretation: 80% of the people experienced good after sales service of the Kajaria tiles,

while 10% people had worst experience regarding after sales service. 10% of the people said

that they faced average after sales experience of the Kajaria tiles.

86 | P a g e
Q15. Do you recommend Kajaria Tiles to others?

a) Yes

b) No

c) Can’t say

Yes No Can't Say

10%

10%

80%

Interpretation: 80% of the people recommend Kajaria tiles to other people. 10% of the

people do not recommend Kajaria tiles. 10% of the people do not have any opinion.

87 | P a g e
 CHAPTER-8
FINDINGS

88 | P a g e
 FINDINGS

1. Most of the Customers are satisfied with the products of Kajaria.

2. Customers like to recommend Kajaria tiles to others.

3. Majority of the Customers did not have any complaints regarding the Kajaria tiles.

4. Kajaria provides its Customers with innovative products within easy reach.

5. The Customers were satisfied with the after sales service of the company.

89 | P a g e
 CHAPTER-9
SUGGESTIONS

90 | P a g e
 SUGGESTIONS

It is very difficult for an y company to rise and become the leading brand but

it is much more difficult to maintain this position.

I am pleased to submit m y suggestion to Kajaria Ceramics Limited.

 Maximize the production at minimum cost.

 Minimise the price level of tiles.

 Compan y should make strategies for middle class people.

 Attractive offers should be given to the customers in festival seasons.

 Attractive Customer Schemes must be introduced.

 Better promotional strategy must be formulated to face the tough

competitions.

 Advertisement must be done heavil y.

91 | P a g e
 CHAPTER-10
LIMITATIONS

92 | P a g e
 LIMITATIONS

However, I tried my best to collect the data during my internship yet some of the problems

arise in between and they were as follows-

• Short Time Period

The time period for carrying out the research was short as a result of which many facts have

been left unexplained.

• Unwillingness of the Respondents

While collection of data many employees were unwilling to fill the questionnaire. Respondents

were having a feeling of wastage of time for them.

• Restriction of Place

The data obtained is available to Gurugram only.

93 | P a g e
 CHAPTER-11
CONCLUSION

94 | P a g e
 CONCLUSION

Kajaria is India’s largest ceramic floor and wall tile manufacturer; its expanded

capacity and improved capacity utilisation provides attractive economies of scale. As a brand,

it has huge opportunities in the market. The company is regarded as the most trusted and

innovative brand by the people of India. It always provide a superior quality of service that

surpasses customer expectations and a remarkable understanding of customer choices.

I have analysed the customers’ behaviour towards Kajaria products. For the purpose, I

conducted a survey of 30 respondents. I found that most of the people are satisfied with the

Quality, Design, Durability and price of Kajaria Ceramic Tiles & its other products and the

respondents purchase Kajaria tiles because of its brand Name and Designs.

Thus, we can say that most of the customers are satisfied with Kajaria Ceramic

Tiles.

95 | P a g e
 BIBLIOGRAPHY

96 | P a g e
 BIBLIOGRAPHY

Books:

• Kothari, C.R (2001): ‘Research Methodology’, Vishwa Publication., New Delhi

• Saxena, Rajan (2003): ‘Marketing Management’ Tata Mcgraw-Hill Publishing

Company Limited. New Delhi

• Kotler, Philip (1999): ‘Marketing Management’ Prentice Hall of India Pvt. Ltd., New

Delhi

• Verma H.V (1993): ‘Marketing Of Services’, Gobal Business Press, New Delhi

Websites:

• https://www.kajariaceramics.com

• https://www.slideshare.net

• http://www.iosrjournals.org

• https://www.scribd.com

• https://writing.wisc.edu/handbook/reviewofliterature.html

• https://www.iresearchservices.com/5-common-factors-influencing-customer-

behaviour

• https://en.wikipedia.org

• http://letsspeaktogether.blogspot.com/2013/01/characteristics-of-customer-

behaviour.html?m=1

97 | P a g e
 ANNEXURE

98 | P a g e
 ANNEXURE:

QUESTIONNAIRE

I, Yamina Abidi student of United Institute of Management, Allahabad am doing a Research

Project as a part of my summer training at Kajaria Ceramics Ltd., Gurugram Here is a

questionnaire for conducting a survey to know the Customers’ Behaviour towards Kajaria

Products in the city of Gururugram.

You are requested to kindly spare a few moment from your busy schedule to complete this

questionnaire.

Name: …………………………... Contact No:……………….......

Address:………………………………………………………………………

Q1. Are you Aware of Kajaria Tiles?

a) Yes

b) No

Q2. Do you use tiles?

a) Yes

b) No

Q3. If yes, then which brand of tile you use?

a. Kajaria

b. Johnson

c. Nitco

d. Others

99 | P a g e
Q4. Are you interested to know about Kajaria products?

a) Yes

b) No

Q5. Are you satisfied with Kajaria Products?

a) Yes

b) No

c) Can’t say

Q6. What is your using criteria regarding tiles?

a. Convenience

b. Premium

c. Economic

d. Value for money

Q7. Did you come through any complaints regarding Kajaria tiles?

a. Never

b. Sometimes

c. Always

Q8. Why do you always use Kajaria Products?

a. Quality

b. Cost

c. Inovation

d. Other

100 | P a g e
Q.9 Does the brand name of the company made you to purchase Kajaria Ceramic Tiles?

a. Yes b. No

Q10. Do you find the quality of Kajaria tiles better than other brands?

a. Yes b. No

Q.11 Do you find Kajaria products overpriced as compared to the other brands?

a) Yes

b) No

Q12. When did you purchased Kajaria Ceramic Tiles?

a) Few months ago b) One year back

c) More than one year d) Few days ago

Q13. How do you purchase Kajaria tiles?

a) From Dealer

b) From Salesman

c) From Showroom

Q14. What is your after sales service experience with Kajaria Tiles?

a) Good b) Bad c) Average

Q15. Do you recommend Kajaria Tiles to others?

a. Yes b. No c. Can’t Say

101 | P a g e