Professional Documents
Culture Documents
ON
CHANNEL OF DISTRIBUTION
BY
IN PARTIAL FULFILLMENT OF
Bachelor of Business Administration
1
UNIVERSITY OF PUNE
CERTIFICATE
This is to certify that Mr.______________________________________
This project is the record of authentic work carried out during the academic
year 2010-2011.
2
Subject Teacher Principal
DECLERATION
3
Signature of student
AKNOWLAGEDMENT
Apart from the efforts of me, the success of any project depends largely on the encouragement
and guidelines of many others. I take this opportunity to express my gratitude to the people
who have been instrumental in the successful completion of this project.
I would like to show my greatest appreciation to Prof. Dr. Dharmadhikari N. S. and Mrs.
Bokil Aparna. I can’t say thank you enough for their tremendous support and help. I feel
motivated and encouraged every time I attend their meeting. Without their encouragement and
guidance this project would not have materialized.
The guidance and support received from all the members of kerakool contributed and who are
contributing to this project, was vital for the success of the project. I am grateful for their
constant support and help.
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EXECLUIVE SUMMERY
The site mapping team is to do the site map, means to find out the various
running construction, from there the site mapping team collect information
like site name, contractor name, owner name, and architect name even the
stage of the site. He then provides the information to the architect team to
do further proceedings to generate the sales. The architect team then goes
to architect after having the appointment and tell them about the various
products of kerakoll. In the mean while the site mapping team also done
some product promotion at the place of running sites and by telling about
the prodict to the contractors and site engineers. Apart from this the retail
5
team is doing its further effort to go for the retail penetration of the
kerakoll product.
CONTENTS
CHAPTER 1- INTRODUCTION
Company overview
Mission vision
value
worldwide
Kerakoll product.
Scope of study
Need of study
6
Literature Review.
Marketing strategies
Distribution Strategies.
My Own Contribution
Type of Research
Data analysis
Data Interpretation
Conclusion
limitations
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8
Chapter 1
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Introduction
Kerakoll, an international leader in applied chemistry for bulding industry,
was found in 1968 in sassuolo, Italy in the heart of worldwide ceramic
industry. At just 29 years of old, Romano sghedoni founded kerakoll in
1968 in sassuolo,Modena. Today the company is world leader in product
and service for sustainable architecture, historical restoration and
interior design.The first single component adhesives for ceramic design
and product in his garage, were the result of his passion for construction
and chemistry, combine with a huge love of engineering.
The constant growth that followed enable the company to extend its
operation into the restoration sector, where it turn it attention to
tackling waterproofing problems, the deterioration of concrete mistakenly
considered indestructible, and the restoration of building plagued by damp.
His children Fabio, Gian Luca and Emilia assure the business
continues to be guided by the same sghedoni name and dedication ,
together they have championed the internationalization process, building
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an international team, and adopting an increasingly global approach and
innovative way of adding value to brand .
From the outset, the pillar of kerakoll vivion has always been to make the
difference through innovation. This belie led first to launch of Biocalce
and Building wellness in April 2005, i.e. the new take on sustainable
building in which the focus is to safeguard health and improve the uality of
life, and kerakoll Design in February2007, the new eco-friendly solid
surface in cementoresian that are particular favorite with architects, design
engineers and interior designers.
Product, service and specific knoe-how formed the basic of kerakoll’s rise to
become The Innovative Group , the only company to provide a global
offering for contemporary architecture, building wellness, Histrocial
restoration and interio design.
Over the year, the group has achieved acclaim for its rapid and steady
growth,proof of which can be seen in revenue which have risen from about
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11 million Euro in 1990 to 285 Euro in 2006.Kerakoll has 910 employees,
16 operating companies,9 manufacturing plants in Italy and abroad,3
research center , 1 training institute and 1 technical center.
Innovation and research have always been the driving factors behind
kerakoll expansion. Investment in these area account for about 5.5% of
annual turnover and translate into continuous product improvement in line
with market reuirment, as well as the development of new product/services
which have broken new ground in buildings practices.
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Kerakoll product are used in most important construction sites in Italy and
around the world. To name but few of architectural project signed by
internationally acclaimed architects who chose kerakoll as their
technological partner:
Company overview
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kerakoll operating 9 plants worldwide with production over 5000 tones a
day, 2 R & D center & 1 technical center along with more than 900
employees around the globe. Our company can considerd international in
true sens of the world. We manufacture more than 500 ‘specialty’ products
for building proffisionals all over the world.kerakoll having full set-up and
it’s head office in Mumbai and warehouse and having full profissional
working team available in technical and sales department to provide best
pre snd after technical-sales service support to its coustomer at South East
Asia continent.with kerakoll expertise of 40 years in this field, certainly it
can satisfy customer need for challenging and rapid growing construction
requirment .
In 1978, kerakoll set the pace in the Italian ceramic industry bu inventing
H40 flex, the world’s first ever single- component adhesive that finally
provide a safe solution to securing single-fired and homogeneous tiles in all
domistic and commercial applicatons with no technical restriction.
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NEED OF STUDY
15
recent trend in the construction industry. The company wants to know
about the current market condition and by mean of that it can generate
more and more sales. It want to get into big market of India and have
bigger share in this market. To become major player, company has to
concentrate on sales and sales should be increase by creating effective
demand and by going to the recent industry trends. Effective demand will
come mainly from middle and high income consumer in urban area. The
growth of disposable incomes, change in family structure, more women
joining the work force are the main reasons that lead to have a single
apartment and thus it encourage the construction of the new housing
society, Malls, big hospital and this is the reasons that big name and
industries are being involve in this industry.
The need of the study is to discover the major recent trends affecting the
construction adhesives and chemicals market also to understand
consumers consumption and expenditure patterns and to understand the
future direction of this market . The need of study is to know about Market
forces, customers retention, competitor’s price, product, and place and also
to know about the strength, weakness,opportunites and threats of kerakoll,
and for this systematic and logical analysis is to be done which provide
solution to the various problem and will help to analysis various isses in
construction Industry.
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SCOPE OF THE STUDY
Literature Review
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Value.
Business culture in Kerakoll means being committed to recognizing and reclaiming the
value of key experiences and practices of the past, and at the same time being
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constantly willing to go out on a limb.
Research and innovation only make sense in such a context, where progress goes
hand-in-hand with restoration, preservation and reclaiming the heritage of the
company’s past.
The Kerakoll mission is to meet the needs of its consumers with a constant supply of
new and original ideas, remaining ever faithful to a business culture always ready to
consider the ideas of all its members.
This belief is the cornerstone of the Kerakoll business ethos, and the five pillars of this
approach represent our modus operandi in both life and work.
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Innovative
People in Kerakoll, both men and women alike, have ideas and
initiative, and are creative beings applyinginnovation and
invention to all that they do, inspired by change and excited by
experimentation.
Only inquiring minds of this kind can produce the unique and
original discoveries that are the founding pillars of the Kerakoll The
GreenBuilding Company.
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Responsible.
Responsible
Kerakoll people are careful and responsible, both trustworthy
and correct in their dealings with consumers, colleagues and
stakeholders in order to promote a new development model
bringing economic growth, wellbeing, quality of life and a safe
environment.
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Dynamic.
Dynamic
Kerakoll people are enthusiastic, and truly passionate about
excellence and leadership. They are both pragmatic and fast-
thinking in making decisions, and flexible and capable in
adapting to change.
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True
True
Kerakoll people have a young, flexible outlook, and are open,
honest and genuine. In their work they are down-to-earth,
humble and driven by a simple entrepreneurial spirit which
enables them to be inventive and to pursue their creations with a
team-oriented approach.
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Aware
WorldwideFinance
Aware
Kerakoll people listen to the market, firm in the belief that the
best ideas always come from stakeholders; a line of contact is
always maintained with the market in order to understand needs
and turn them into solutions capable of generating only the best
results.
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Milestone.
Milestones
1968
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Kerakoll in Sassuolo, province of Modena, at the heart of
worldwide ceramic industry.
1978
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Invention of Keratech, the next generation in eco-compatible self-
levelling products with HDE technology. For the first time,
hypoallergenic cements with low chromium salt content are used,
and are certified as having the lowest levels of volatile organic
compound emissions in their category.
2004
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Kerakoll acquired Rankover, a company founded in 1972 in
Zimella (Verona) and a leading European business in the
formulation, production and development of decorative eco-
coatings for sustainable building and at the cutting edge of the
production of natural paint coats for historical restoration.
Kerakoll Design was born, the new home design brand behind
Cementoresina, the revolutionary, low environmental impact
compound for joint-free surfaces that are perfect in eco-
sustainable design.
The first Kerakoll Design Gallery showroom opened in the heart
of Milan’s design district.
2008
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The launch of Nanoflex, the first waterproof eco-membrane
certified to have low VOC emissions. Nanoflex is a friend of the
environment, as it is the first eco-technology designed product to
reduce CO2 emissions into the atmosphere. Designed using
more than 30% recycled materials, and itself recyclable as an
inert material at the end of its life, Nanoflex represents the best
of low environmental impact technology.
The laboratory for microbiology and environmental health at
CSTB, the French Scientific and Technical Centre for Building,
confirmed the natural antibacterial action of Kerakoll natural
hydraulic lime.
2010
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Award
Awards
Kerakoll ranked number one in its field for
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competitiveness
Number one for people management, speed of innovation,
product reputation and high standards of service.
Social Responsibility
Social Responsibility
Integrated policy for total quality, wellbeing and
protection of the environment
We pride ourselves on our quality, we are guided by our
commitment to society and the health of people, and tireless
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in our promotion of environmental sustainability.
Focus on the environmental sustainability of a home as it relates
to the health of its inhabitants: this is the core philosophy that
underlies Kerakoll GreenBuilding. The pillars of healthy housing
are indoor air quality, advanced environmental and energy
standards, and healthy spaces that exist in harmony with nature.
Kerakoll’s personal approach aims to integrate the many aspects
of GreenBuilding into everyday life, in keeping with the growing
environmental sensibility of every individual.
We believe that:
our mission is to make technology more sustainable and to
develop an associated model of development: the true aim of
any business should be to develop projects of low environment
impact but of huge technological innovation.
Kerakoll’s commitment in this direction can be seen in everyday
things, in business, and in our awareness of consumer needs in
order to satisfy current requirements without jeopardizing the
wellbeing of future generations. This is not just an economic
mission, but also one of corporate social responsibility which
guides and unites everyone here at Kerakoll.
That’s why at Kerakoll we see business and social responsibility
as going hand in hand, which means we make it our business to
improve the quality of life of people and the environment they live
in.
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Worldwide
35
Worldwide
Taking Made in Italy excellence around the world
In its 40 years in the industry, Kerakoll has been so successful that it has gone
from being top of the domestic market to a top Italian-based business in
Europe, before also becoming a leading European group (and Italian at heart)
bound for the international arena.
Worldwide
Kerakoll Worldwide
Find on the map
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branches in USA, India, UK, Portugal, Germany and Hungary.
Our intense investment policy and 12 branch operations around
the world have enabled us to continue to grow and consolidate
our position, the aim being to keep in close range of our markets.
Over the years, Kerakoll has carved out an extremely competitive
position for the company in its benchmark markets, managing to
take our standards of customer service to new levels by making
sure our full product range is constantly in stock in the local
market.
Large amounts of money were also invested in 2009 to improve
our technical support service, our intention being to offer a
standardized global support service by qualified Kerakoll
Worldwide Global Service experts onsite within 24 hours of the
call-out.
Kerakoll Worldwide Global Service
400 GreenBuilding Consultants
Highly professional team whose skills and knowledge are in
constant development
Onsite Technical Support
Expert site visits
Technical Consultancy Service
Call Centre with 40 experts providing real-time assistance
Online technical support
24/7 web assistance
Special quick call-out service
Expert assistance onsite within 24 hours of the call
Kerakoll Products
Kerakoll has a wide variety of products which are categorized into three main
categories. These are:
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• Professional , high resistance binders, leveling and self leveling
products.
• Professional products for substrate preparation.
• Professional waterproofing products for substrate.
• Professional adhesives.
• Professional adhesives with SAS technology.
• High performance professional adhesives.
Detail of products :
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• Professional, high resistance binders, leveling and self leveling
products.
KERACHEM
KERATECH R 30
KERALEVEL
KERALEVEL LR
KERABUILD FINITURA
RASOBUILD LBF
KERAGRIP
PRIMER A
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IDROBUILD
IDROBUILD RETE
IDROBUILD GIUNTOFLX 120
IDROBUILD GIUNTOFLX 160
KERABUILD EPOADESIVO
IDROBUILD OSMOCEM
IDROBUILD SI
• Professional adhesives.
SUPER
EXTRA
TACK
H40 FLEX
H40 TENAX
40
SUPERFLEX
ELASTIK
TOP LATEX
FUGABELLA 2-12
FUGBELLA PORCELENA 0-5
FUGAFLEX
DELTA PLUS
FUGABELLA EPOXY
• Professional elastic sealants.
SIGIBUILD
SIGIBUILD PU
SIGIBUILD PU 40
SIGIBUILD JOINT
SIGIBUILD FR
TROWELS
SPACERS
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Future prospects.
Basically Kerakoll is focusing on its supply system and to increase its market share as
this company is new in India. Though the company is an internationally named brand
but for India is the first time that a company is launches applied chemistry for building
industry. Efforts are on to ensure greater availability of Kerakoll products at
pushcarts and small outlets.
MARKETING STRATEGIES.
Focused Approach
Kerakoll wants to get into bigger market and have bigger shares in those market. The
cooperative is also expanding its product portfolio further to match rival offerings. For
the first 10 years of its existence, it only work for applied chemistry for the building
industry. It was in 1978 that it came up with sup reflex Adhesives, and now a day
kerakoll has a wide variety of products. So while the product portfolio has been
growing , kerakoll has plans for reach out to newer markets- but the strategy here is
more product-specific. Initially kerakoll entered into delhi market but now it is
expanding its market like in Rajasthan and Haryana. Their objective of getting into
newer location is not to make kerakoll larger , but to ensure that there is a larger
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PRODUCT DIFFERENTIATION
Kerakoll’s idea is not just to enter new market, but to do well in those market-
which means bigger market shares in the different product categories in whichever
market it is present. The drivers will be value created through quality of the offering as
and promotion campaigns. Kerakoll is bringing in mass Indian flavors which are
quality building. Likewise in case of adhesives, it invented H40 Flex the world’s first
SMART MARKETING
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On the marketing front, kerakoll is trying to take its product , campaigns and
communication to a higher platform. For instance, in the case of grouting and elastic
joints, the campaigns do not talk about the obvious benefits but rather it target hotels
and hospitals and are created around idea such as “The country needs you, you can
build better”. As far as other products is concerned like professional adhesives and
leveling products, since the adhesives are the most frequent selling product of
kerakoll the company is giving more attention at this product. While kerakoll has been
carring out various programs to encourage the sales of its product. Clearly, kerakoll
has aggressive plans. But, strong regional brands ant other co-opratives will continue
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conductivity; sutiable for laying ceramic tiles, homogeneous tiles, natural
stone, paruet and resilient materials with adhesives. At several places, it
also provides special facilities like they have there own running testing labs
where all the tests related product has been done in front of customer.
This strategy is aimed at making kerakoll a complete product information &
awareness. This also helps kerakoll to attract the new construction
companies in India wating to spend some quality time while their new
projects have been started. To target the customer, kerakoll has priced
several product aggressively, keeping in mind the price sensitivity of this
target customer. In addition, facilities like free testing, valuable
suggestions , etc are also provided to attract customer to the come, use &
try these products.
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Customers expect it to be an ambient, standard and a little sophisticated
brand that respected their values. The customer’s expect the brand to
enchance their self-image. Customer responses obtained at the , Mumbai
outlet confirmed the fact that they connect strongly with the brand.
However , fulfilling some of the customer expections like a broader product
variety provide Kerakoll a great scope for improvement.
After segmenting the market , finding the target segment and positioning
itself, each company needs to come up with an offer. The 5P’s used by
kerakoll are:
1. Product
2. Place
3. Price
4. Promotion
5. People
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Product : How should the company design, manufacture the
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Product is the physical product or service offered to the customer. Product
includes certain aspects such as Packing, guarantee, looks etc. This
includes both the tangible and the non-tangible aspects of the product and
service.
Kerakoll has intentionally kept its product depth and product width
limited.Kerakoll studies the behaviour of the Indian customer and provide a
totally different menu as compared to its international offering. It dropped
profissional adhesives, adhesives with SAS and self- leavelling tectnology
from the menu. India is the only country where Kerakoll serve different
menu as per condition. Even the all product in India are 100% friendly.
Kerakoll continously innovates its product according to the changing
prefernce and standard of its customers.
The recent example is the introduction of the Kerakoll H40 Flex is a
professional single component adhesive with SAS (shock Absorbing
system) technology and high deformability, sutiable for laying of craftstone
products onto most surfaces including brick, block and fibre-cement sheet.
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There is certain degree of quality and standard that a customer feels each
time he dines at Kerakoll.There are certain Value propositions that
kerakoll offer to its customer based on their needs. Kerakoll offers
Standard product, good quality and great service. Now Kerakoll has
also started giving online suggestion in Interior Design &
construction at their web portal.There are certain dedicated area for
customer where they can assets while their construction/project can have
some quality time together.
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The various promotion channel being used by Kerakoll to effectively
communicate the product information are the given above. A clear
under sting of the customer value helps decide whether the cost of
Marketing
promotion is worth spending.
Communication
There are three main objective of advertising for kerakoll are to make
Mix
people aware of an item , feel positive about it and remember it. The
right message has to be communicated to the right audience through
the right media. Kerakoll does its promotion through television ,
hoardings and bus shelters. They use print ads the television
programmes (costume in F1 race) are also an important marketing
medium for promotion.
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Kerakoll understand the value of both its employee and its customers.
It understand the fact that a happy employee can serve well and
result in a happy customer.
Kerakoll continuously does Internal Marketing. This Is important as
it must precede external marketing. This includes hiring, training and
motivating able employees. This way they serve customer well and
the final result is a happy customer.
The level of importance has change to be in the following order (the
more important people are at the top) ;
1. Customers
2. Front line employee
3. Middle level manager
4. Front line manager
The punch line “ You can built better” is an attempt to show that the
employees are loving their work at kerakoll and will love to serve the
customers.
producer puts his product in the hands of actual users. The channel of
distribution includes the original producer, the final buyer and any
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to the goods or negotiates or sells in the capacity of an agent or
This is because they neither acquire title to the goods nor negotiate
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Above indirect distribution (left) and direct distribution (right). 1
3. Selective Distribution: A small number of retail outlets are chosen to
distribute the product. Selective distribution is common with products such as computers,
televisions household appliances, where consumers are willing to shop around and where
manufacturers want a large geographical spread.
If a manufacturer decides to adopt an exclusive or selective strategy they should select a
intermediary which has experience of handling similar products, credible and is known by
the target audience.
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Whole saler
Retailer
Architects/ contractors(Customer)
Clients(Consumer)
Explain This as I had explained u.
2nd type of channel.
Kerakoll
Builder(Consumer)
Product distribution (or place) is one of the four elements
of the marketing mix. An organization or set of organizations
(go-betweens) involved in the process of making a product or
service available for use or consumption by a consumer or
business user.
The other three parts of the marketing
mix are product, pricing, and promotion.
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The distribution channel
Distribution is also a very important component of Logistics &
Supply chain management. Distribution in supply chain
management refers to the distribution of a good from one
business to another. It can be factory to supplier, supplier to
retailer, or retailer to end customer. It is defined as a chain of
intermediaries, each passing the product down the chain to
the next organization, before it finally reaches the consumer
or end-user. This process is known as the 'distribution chain'
or the 'channel.' Each of the elements in these chains will
have their own specific needs, which the producer must take
into account, along with those of the all-important end-user.
Channels
A number of alternate 'channels' of distribution may be
available:
Distributor, who sells to retailers,
Retailer (also called dealer or reseller), who sells to end
customers
Advertisement typically used for consumption goods
Distribution channels may not be restricted to physical
products alice from producer to consumer in certain sectors,
since both direct and indirect channels may be used. Hotels,
for example, may sell their services (typically rooms) directly
or through travel agents, tour operators, airlines, tourist
boards, centralized reservation systems, etc. process of
transfer the products or services from Producer to Customer
or end user.
There have also been some innovations in the distribution of
services. For example, there has been an increase
in franchising and in rental services - the latter offering
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anything from televisions through tools. There has also been
some evidence of service integration, with services linking
together, particularly in the travel and tourism sectors. For
example, links now exist between airlines, hotels and car
rental services. In addition, there has been a significant
increase in retail outlets for the service sector. Outlets such as
estate agencies and building society offices are crowding
out traditional grocers from major shopping areas.
Channel decisions
Channel Sales is nothing but a chain for to market a product
through different sources.
Channel strategy
Gravity & Gravity
Push and Pull strategy
Product (or service)
Cost
Consumer location
]Managerial concerns
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user. This may involve a number of decisions on the part of
the supplier:
Channel membership
Channel motivation
Monitoring and managing channels
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together. He describes this as selling business models not
products.
Monitoring and managing channels
In much the same way that the organization's own sales and
distribution activities need to be monitored and managed, so
will those of the distribution chain.
In practice, many organizations use a mix of different
channels; in particular, they may complement a direct
salesforce, calling on the larger accounts, with agents,
covering the smaller customers and prospects. These
channels show marketing strategies of an organization.
Effective management of distribution channel requires making
and implementing decision in these areas.
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Market research findings are important in developing the overall marketing
mix for a given product. By identifying specific customer needs a business
can adjust thefeatures, appearance, price anddistribution method for a
target market segment.
New technologies and changing fashion means goods and services have a
limited product life cycle. Ideally, the marketing mix is adjusted to take
account of each stage. For example, the life of a product can be extended
by changingpackaging a tired brand and so boost sales.
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IMPORTANCE OF PLC IN KERAKOLL
The reuirements of customer change over time and thus the product
offering has to be changed accordingly. What is the fashion today may
be out of market within few weeks. Thus continuous innovation is
reuired.
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To counter these changes kerakoll has continuously introduced new
product and has phased out the old ones which were at the decline stage
of their PLC. The introduction is the timed such that the new product does
not cannibalize the product already in the maturity or growth stage. Thus
the secret lies in getting profit with different in the different stages of the
PLC.
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The professional adhesives have been an important part of the kerakoll
menu worldwide. But now it was in the stage of decline and was actually
not generating proper return. In an attempt to revitalize it, a new variant
was introduced namely SAS Technology. This is being placed with
professional adhesives which has resulted in increase in the sales of
professional adhesives and has elevated it from to the decline stage. This is
used to delay the decline of a well established product which has the
potential of generating further revenue.
`
SWOT Analysis
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CHAPTER- 3
DESCRIPTIVE WORK
OF SUBTOPIC OF THE
STUDY
The project undertaken was to know the recent trend and the effect of
financial crunch on construction industry to achive competitive edge over
various competitors and to know about the present market demand and
situation to determine the best marketing strategies for the sales.
Basically my research work is divided into three parts:
Market survey
This was the first part of the project. This part deals in visiting so many
running sites in the NCR region to know the status of that site like stage
owner contractor names etc. The survey will be helpful in understanding
the current market scenario as well as the new emerging trends in the
construction industry. The main purpose lies in interacting with the
project managers and site architects who are the real promoter of the
product. The comments regarding the various product of the various
brand are gathered and in particular of kerakoll and by that we have to
do the product promotion of kerakoll. The positives and negatives of
each brand are noted. The issues such as water proofing leveling an
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laying of tiles are to be observed. The basic purpose of market survey
was to understand the market and the pros and cons of construction
industry.
This part deals with the knowledge of various product & consumer
preference.
The reason of their held up, their restart time etc.. there may be various
reasons of customer acquisition & retention and some personal problem.
Working Procedure
My Own Contribution
Then I specially met to the various architects to know about the architectural view
about this topic, about the effect of financial crunch on the site slowdowns and the
new emerging trends in the construction industry. This project is helping me in
getting practical experience about marketing research, channel distribution ,sales
and developing new strategies for demand forecasting and the new ideas for
product promotion.
65
CHAPTER – 4
RESEARCH METHODOLOGY
66
Type of Research
It seeks to find out how many people get along in the setting under question , what
meaning they give to their actions, and what issues concern them. The goal is to
learn what is going on here?
On the other hand descriptive research is aimed to find the complete description
about an existing problem or phenomenon
Here, during my project, the main focus was to find what is the effect of customer
acquisition & retention and how the market is facing the new emerging trends in the
building industry, and the retailers, contractors and architects are actually thinking
about the kerakoll products. What are the attributes and reasons other brands are
having by means of which they are defeating kerakoll product?
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Causal research is to associate the cause and relationship of two reasons. In my
project I am proving relationship between site slowdowns and financial crunch and
the association between new emerging trend and financial crunch, by using chi-
square test.
The task of data collection begins after we define the research problem. While
deciding about the methods of data collection to be used for the study, the
researcher should keep in mind two type of data viz. primary and secondary. The
primary data are those data which are collected for the first time and thus it is
original in nature. The secondary data on the other hand are those which have
already been collected by someone else and which have already been passed to
the statistical process. The research would have to decide which sought of data he
would be using for his study and accordingly he will have to select one or the other
method of data collection. The methods of collecting primary and secondary data
differ since primary data are to be originally collected, while in case of secondary
data the nature of data collection were is merely that of compilation.
There are several methods through which we can collect primary data. Some of
these are:
Observation methods :
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he is interested. Sometime mechanical devices are also used to record the desired
data.
Interviewing :
Interviewing can be conduct either face to face or over telephone. Such interviews
provide an opportunity to establish a rapport with the interviewer and help extract
valuable information.
Questionnaire :
It is formalized set of question for extracting information from the target respondent.
The form of the question should correspond to the form of required information. The
three general form of question are dichotomous 9yes/no type), multiple choice and
open ended.
Here, in this project , I have used structured question to collect the responses from
the project manager, contractors and architects. The questionnaire has been
planned very carefully and I have tried my best to include every necessary question
which are relevant for the purpose of this study. The questionnaire has three type of
questions- dichotomous, multiple choice and open ended questions.
Secondary data means data that are already available i.e. they refer to the data
which have already collected and analyzed by someone else. When the researcher
utilized secondary data, then he has to look into various sources from where he can
obtain them. In this scale he is certainly not confronted with the problems that are
usually associated with the collection of original data. Secondary data may either
be published or unpublished. Usually published data are available in various
publication of the central, state, and local bodies. In technical and trade journals,
books magazines, newspaper, report and publication of the various associations
connected with business and industry, bank, stock exchanges etc.
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Most of secondary data I have used in this project have been collected from various
websites through net and some from kerakoll. Some of the basic information was
provided by company (kerakoll).
CHAPTER – 5
Data Analysis
&
Interpretation
DATA ANALYSIS
RESEARCH ON CONSUMER :
Study – 1
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CONCLUTION :-
In this analysis , I found that most of the likes product which is used in making basic
structure of building, that is P5.
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2. Is the product line in kerakoll’s adequate?
CONCLUTION:-
In this analysis, I found that 38% of product line in kerakoll’s adequate is average.
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3. What is the main problem you faced at kerakoll’s?
CONCLUTION:-
In this analysis, I found that is no problem in kerakoll excepted price of product.
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1. What is the first thing that strikes your mind about kerakoll’s?
CONCLUTION :-
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In this analysis , I found that if customer go to the market the first thing strikes
in its mind that is Adhesives
Study – 2
Relating to socio economic profile of respondents by chi-suare test (X2) is
presented in the following tables:-
Hypothesis:
There is no significant association between the consumer preference and the brand
preference for construction chemical industry.
Table-1
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INFERENCE :
From the above table the percentage of highly preferred respondents is more in the
commercial. It was followed by the group institutional, In medium preference the
highest percentage is in commercial group.
Hypothesis :-
There is no significant association between income level and brand preference for
construction chemical industry.
Table – 2
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INFERENCE :
From this above table the percentage of highly preferred respondents is more in the
group above Rs.50,00,000 To 1,50,00,000. It was followed by the group Rs
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CHAPTER –
6
CONCLUSION
AND
LIMITATION
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Conclusion :
After analyzing all things about kerakoll the leading construction chemical industry in
the world. We can say that its product quality , service , standard ,etc are much better
than its competitors as customer point of view and there expectation & perception but
construction in the world.
At last kerakoll as a leading name in the consultancy and end-to-end technical support
field construction market & its product are compairless to its any of competitor in
sense of-
1. product quality
2. service
3. product variety and many more…….
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