ABSTRACT

Market survey done in systematic and objective manner would always result in positive
contribution towards enhancing the efficiency of an organization.

This project felt a need for the company to identity some important aspect like pricing
effects, Advertising need, Consumer preference, so that it can be redefined its effects to meet the
growing challenges.

It also helps to find out the position of company in the competitive market and the opinion of
the customers towards the products. This in turn helps in developing a proper strategy for
effective customer marketing.

The project is primarily taken upon as to increase the sales turnover of the organization by
identifying the key areas of improvement in the distribution channels and suggesting the
measures to improve the sales turnover.

SCOPE OF THE STUDY:

The project is dealt with various aspect of the customers in regard to the requirement and
satisfaction that will enable them to improve sales of the product. This study helps to analyze the
current situation faced by the customers while dealing with product ( Dr.fixit) in the market. In
this context the customers of Hyderabad and Secunderabad were surveyed and the study only
restricted to Hyderabad and Secunderabad. Hence the scope of project further extends in
studying the various attributes needed by the customers in dealing with product ( Dr.Fixit) and
has better understanding about the intricate marketing process adopted by the organization.

MAIN OBJECTIVE:

To study customer preference towards Dr.Fixit in Hyderabad and Secunderabad market.

 ABSTRACT

ANCILLARY OBJECTIVE:

 To find the untapped and new markets.

 To study the media is having the highest reach to the customers.

 To study the brand loyalty of Dr.Fixit.

 To give suggestion for improvement.

 To analyze the sales personnel performance in pushing the products to paint dealers.

 To analyse the need for appointing new distributors for providing a better reach of the
products to the customers.

METHODOLOGY : The data was basically collected from paint dealers by means of well
structured, Questionnaire containing close ended and dichotomous questions. Close ended
questionnaire is chosen because, it is easy for the paint dealers to answer these questions and it is
also know that the respondents tend to answer close ended questions more readily when
compared with open ended questions.

SOURCES OF DATA:
The data was collected from two sources. Namely:

Primary source:

The data was collected from paint dealers through the use of close- ended questionnaire.
The information was collected from discussion with the sales administrative officers and sales
personnel.

Secondary source:

The data was collected internally. The data was obtained from the brochures and manuals
of the company.