1.

1 INTRODUCTION

Brand identity stems from an organization, i.e., an organization are responsible for
creating a distinguished product with unique characteristics. It is how an organization seeks
to identify itself. It represents how an organization wants to be perceived in the market. An
organization communicates its identity to the consumers through its branding and marketing
strategies. A brand is unique due to its identity. Brand identity includes following elements -
Brand vision, brand culture, positioning, personality, relationships, and presentations.

Brand identity is a bundle of mental and functional associations with the brand.
Associations are not “reasons-to-buy” but provide familiarity and differentiation that’s not
replicable getting it. These associations can include signature tune(for example - Britannia
“ting-ting-ta-ding”), trademark colours (for example - Blue colour with Pepsi), logo (for
example - Nike), tagline (for example - Apple’s tagline is “Think different”),etc.

Brand identity is the total proposal/promise that an organization makes to consumers. The
brand can be perceived as a product, a personality, a set of values, and a position it occupies
in consumer’s minds. Brand identity is all that an organization wants the brand to be
considered as. It is a feature linked with a specific company, product, service or individual. It
is a way of externally expressing a brand to the world.

Brand identity is the noticeable elements of a brand (for instance - Trademark colour, logo,
name, symbol) that identify and differentiates a brand in target audience mind. It is a crucial
means to grow your company’s brand.

Brand identity is the aggregation of what all you (i.e. An organization) do. It is an
organizations mission, personality, promise to the consumers and competitive advantages. It
includes the thinking, feelings and expectations of the target market/consumers. It is a means
of identifying and distinguishing an organization from another. An organization having
unique brand identity have improved brand awareness, motivated team of employees who
feel proud working in a well branded organization, active buyers, and corporate style. Brand
identity leads to brand loyalty, brand preference, high credibility, good prices and good
financial returns.

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It helps the organization to express to the customers and the target market the kind of
organization it is. It assures the customers again that you are who you say you are. It
establishes an immediate connection between the organization and consumers. Brand identity
should be sustainable. It is crucial so that the consumers instantly correlate with your
product/service.Brand identity should be futuristic, i.e, it should reveal the associations
aspired for the brand. It should reflect the durable qualities of a brand. Brand identity is a
basic means of consumer recognition and represents the brand’s distinction from it’s
competitors.

1.1.1 SOURCES OF BRAND IDENTITY:

1. SYMBOLS-

Symbols help customers memorize organization’s products and services. They help us
correlate positive attributes that bring us closer and make it convenient for us to purchase
those products and services. Symbols emphasize our brand expectations and shape corporate
images. Symbols become a key component of brand equity and help in differentiating the
brand characteristics. Symbols are easier to memorize than the brand names as they are visual
images. These can include logos, people, geometric shapes, cartoon images, anything. For
instance, Marlboro has its famous cowboy, Pillsbury has its Poppin’ Fresh doughboy,
Duracell has its bunny rabbit, Mc Donald has Ronald, Fed Ex has an arrow, and Nike’s
swoosh. All these symbols help us remember the brands associated with them. Brand
symbols are strong means to attract attention and enhance brand personalities by making
customers like them. It is feasible to learn the relationship between symbol and brand if the
symbol is reflective/representative of the brand. For instance, the symbol of LG symbolize
the world, future, youth, humanity, and technology. Also, it represents LG’s efforts to keep
close relationships with their customers.

2. LOGOS

A logo is a unique graphic or symbol that represents a company, product, service, or

other entity. It represents an organization very well and make the customers well-acquainted
with the company. It is due to logo that customers form an image for the product/service in
mind. Adidas’s “Three Stripes” is a famous brand identified by it’s corporate logo.

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Features of a good logo are:

 It should be simple.
 It should be distinguished/unique. It should differentiate itself.
 It should be functional so that it can be used widely.
 It should be effective, i.e., it must have an impact on the intended audience.
 It should be memorable.
 It should be easily identifiable in full colours, limited colour palettes, or in
black and white.
 It should be a perfect reflection/representation of the organization.
 It should portray company’s values, mission and objectives.

The elements of a logo are:

1. Logotype - It can be a simple or expanded name. Examples of logotypes

including only the name are Kellogg’s, Hyatt, etc.
2. Icon - It is a name or visual symbol that communicates a market position. For
example-LIC ’hands’, UTI ’kalash’.
3. Slogan - It is best way of conveying company’s message to the consumers. For
instance- Nike’s slogan “Just Do It”.

TRADEMARKS
Trademark is a unique symbol, design, or any form of identification that helps
people recognize a brand. A renowned brand has a popular trademark and that helps
consumers purchase quality products. The goodwill of the dealer/maker of the product
also enhances by use of trademark. Trademark totally indicates the commercial source
of product/service. Trademark contributes in brand equity formation of a brand.
Trademark name should be original. A trademark is chosen by the following symbols:

Registration of trademark is essential in some countries to give exclusive rights to it.

Without adequate trademark protection, brand names can become legally declared
generic. Generic names are never protectable as was the case with Vaseline, escalator
and thermos.

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Definition of brand
A name, term, sign, symbol, or design, or a combinations of them, intended to identify
the goods or services of one seller or a group of sellers and to differentiate them from those of
competitors. – American Marketing Association. A brand is a product that adds dimensions
to differentiate it in some way from other products designed to satisfy the same need. Brand
is a broad term encompassing most ways of identifying a product, such as its name, design, or
symbol.

India with a population of more the cores is potentially one of the largest consumer
markets in the world. With urbanization and development of economy, brand identity, living
style, suggestion and interests of the people changes according to the advance nation.

Marketing is about winning this new environment. It is about understanding what

consumer’s wants supplying it’s more efficiently and more conveniently.

The consumer market may be identified as the market for product and services that
are purchased by individuals as household for their personal consumption. Rubber is a
typical consumer product purchased by the individual primarily for their good. Different
types of rubber product are available in the market and more or less content of all drugs are
same. The market of rubber is a cutthroat competition and many companies are floating in the
market with their products with different brand names. In such a kind of situation different
factors which influence to the people choice for gray grain polymer rubber industry are
mainly, availability at shop, suggestion of, efficiency, quality, images.

So, marketing is both philosophy and technology. It is technology because it

suggests ways and means for effective production and distribution of goods and services in
the market to give maximum satisfaction to the consumer.

The marketing manager is responsible for both, determining and suitability of goods
and services presented by the company to the market, and also determining about potential
market and make better relation with the retailer.

In this regard the marketing management with have to apply to marketing technology in the
conceptual philosophy of system. It is the process of system analysis in the marketing

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management for effective research and can be defined as “Systematic objective and
exhaustive study of tasks relevant to any problem in the field or marketing”.

IMPORTANCE & RELEVANCE OF THE STUDY

Brand identity is how a brand differentiates itself from others. It includes

distinguishable brand elements that are used to promote the business. Even though the brand
name, logo, and tagline are an important part of it, a brand’s identity isn’t limited to them. It
includes all the visual elements which give rise to the brand experience.

Brand Image

While brand identity is the outward expression of the brand, brand image is how the
customers perceive it. Having an identity is really important for the business as it gives rise
to brand image. One of the biggest tasks of any marketer is to make customers form an image
of the brand which is similar to its identity.

Differentiation

A brand differentiates itself from other players through its identity. Differentiation is
important for positioning strategies

Consistency

Consistency is the most important aspect of branding and brand identity is what gives rise to
consistency. Developing a consistent outward expression is important to be perceived in a
way brand wants.

Personality

A brand identity is the visual representation tool to express brand’s personality.

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Brand Identity Examples

Coca-Cola

Even in the early 20th century, Coca-Cola had its brand identity strategies in place where it
used red colored barrels and a unique shape for its bottle. The company has also been
consistent with the logo since then.

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1.2 NEED OF THE STUDY

 To analyze customer view towards quality price Products

 To know customer buying behavior
 To know brand identity made customer to purchase product
 To know how they became aware of the brand
 To know level of Satifisation about the brand

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1.3 SCOPE OF THE STUDY

 The study on brand Identity and consumer buying behavior of Has lot of scope.
 The reason ids these help to find out Identity level of the prospect customer and
existing customer buying behavior of the people
 To access the consumer needs and wants
 To understand the behavior of brand loyal consumer
 To analysis the buying motives of the consumers while making their purchase
decision

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1.4 REVIEW OF LITERATURE

Cooper (2014) noted that most new innovations came with high risks as most of them
failed in the marketplace creating the need for marketers to have a clear understanding of
success factors in brand adoption. Theories of adoption had often been used to explain
how consumers form references for various goods and services. Generally, these theories
emphasize on the importance of complexity, compatibility, observability, tradability,
relative advantage, risk, cost, communicability, divisibility, profitability, social approval,
and product characteristics in brand preference.

Peterson (2014) In contrast, when attributes were similar in their importance, common
features were likely to have an opposite effect, equalizing brands share. in his study
Consumer preferences in washing powder.

Jamal and Goode (2014) found that customer merchandise carried much more meaning
than their utilitarian, functional and commercial significance. Individuals were more likely
to buy brands whose personalities intimately matched their own self images and self
expression. Moreover, consumers expressed themselves by selecting brands whose
personalities were consistent with their own personalities

Srinivas (2014) studied that rural India bought small packs, as they were perceived as
value for money. There was brand stickiness, where a consumer bought a brand out of
habit and not really by choice. Brands rarely fought for market share; they just had to be
visible in the right place.

Batra and Homer (2014) have put forward in their research that brand image beliefs have
a great impact on brand preferences when the consumer product schema fit the product
category. They used in their research two celebrities as endorsers to test their impact on
image beliefs (fun and sophisticated) and found that the effect of image beliefs on brand
preferences were reflected in the purchase intentions, but only when the image beliefs
were relevant and schematically fitted with the product category. This implied that
categorization of information facilitates an understanding of stimuli aroused by the
sponsorship.

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Foxall (2015) found that the relationship had been shown to vary depending on the type of
knowledge and the measure of search (subjective vs. objective; specific brand knowledge
vs. memory structure). Empirically, subjective knowledge had been found to be positively
related to evoke set size, search activities / effort and brand preferences. These findings
exist across a wide range of categories: physicians, phones / answering machines, wine,
grocery products, TVs, VCRs, and cars.

Allenby and Lenk (2015) concluded that consumer preferences for brands were not nearly
as entrenched as might be expected..

Chernev (2015) analyzed the effect of common features on brand choice and the
moderating role of attribute importance. It was argued that when brand attributes differed in
importance, with the best value on the most important attribute, thus further polarizing
brands’ choice shares.

Vigneron and Johnson (2015) reported that people's needs for appearances and
materialism were increasing. That was human beings wanted to satisfy the need to look and
feel good. This created a boom in the cosmetic and toiletries sector across the world.
Chambers Encyclopedia’s defines cosmetics as (a) articles intended to be rubbed, poured,
sprinkled or sprayed on, introduced into or otherwise applied to the human body or any part
thereof for cleaning, beautifying, promoting attractiveness or altering the appearance and
(b) articles intended for use as a component of such articles. Now a variety of cosmetic and
toiletries ranging from natural to sophisticated items were available in the market. The
pattern and preference of use of these items varied according to different segments of
gender, age and socio-economic class.

Rajendhiran, et. al., (2015) explored that brand ambassadors placed an important role in
putting an impact on the brand preferences of rural India. Keeping the literacy scenario in
to consideration the promotion of brands in rural markets required the special measures.
The same became the base for brand awareness and preference in the markets.

Schmidt and Spreng (2016) postulated that knowledge increased the perceived ability to
search and therefore should decrease the perceived costs of search. A potential explanation
for a positive relationship between knowledge, search and preference was based on the
relationship between knowledge and involvement. Greater knowledge had been shown to
be positively related to increased involvement with a category of brand preferences.

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Sylvie and Saunders (2016) A major part of consumers maintain brand loyalty, product
quality plays a vital role in brand preference, and consumer brand preference is influenced by
demographic variables. Defined preferences as “comparative judgments between entities.”
Additional reasons (other than promotions) why consumers may purchase other brands
despite a stated brand preference included a desire to try and learn more about different
brands in the category; changing needs or situations; variety seeking; and changes in the
available alternatives due to new products or improvements to existing products.

Lee and Ritzman (2016) explored that the preferences in rural India were shifting from loose
to packaged products. Rural India was buying specialized, branded utensil cleaners and
moving away from the typical ash / soil usage in the past. The penetration of branded items
had also increased significantly for the products like toothpaste, detergent cakes and hair oils.

Kumar and Madhvani (2016) identified the most preferred brands in toothpastes, shampoo
and shop categories in rural areas of India. They also interpreted the output on the basis of the
gender. With the help of this study they came to know that quality was the most influencing
factor to the consumers at rural areas of India. The other factors were price, color, packaging
and taste.

Chotani (2016) studied that there had been a significant rise in the brand awareness among
the people in the rural markets. As a result they were becoming choosier and demanding than
ever before, so any company had to properly analyze the psychographics before entering this
market. Studies indicated that there had been a visible shift in the people's preference for
brands. People were upgrading from the use of tooth powders to tooth pastes, and from using
traditional mosquito repellents to using mats and coils. Also there was shift from low priced
brands to semi premium brands.

Dinlersoz and Pereira, 2016 In general, consumers had a brand preference toward an
established brand during the firm’s long presence in the market (Dinlersoz and Pereira, 2007)
and they tended to show little brand preference toward a particular brand when they were
exposed to a new or unfamiliar product category.

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Nuntasaree Sukat (2016) confirmed that beliefs, self-image, normative influences, and
attitudes had impacts on brand preference and purchase behavior in buying skin care products
among Bangkok male consumers. The modified theory of reasoned action was appropriate to
explain male consumer behavior in the preference and purchase of specific cosmetic product
in the Thai setting.

Gihan Wijesundera (2015) indicated that there were statistical relationships between price,
product, education, occupation and band preference and there was no statistical relationship
between place, promotion, age, income level, marital status, skin type, social factors, and
substitute product with the brand preference.

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 CHAPTER-2

2.1 INDUSTRY PROFILE

2.1.1 INTRODUCTION:

 Paper Plates Items such as Paper cups, saucers, Glass, Paper Plates is finding
extensive usage these days for serving eatables in parties, functions and social
gatherings. Paper Plates are the most commonly used disposable crockery in
India. Paper Plates consists of sheet materials and are comprised of bonded small
discrete fibers which are usually cellulosic in nature and are held together by
secondary bonds most probably the hydrogen bonds. Paper Plates is made in a
wide variety of types and grades to serve many functions. Writing and printing
Paper Plates constitute approx 30% of the total
 Production. The balance except for tissue and toweling is used for manufacturing
Paper Plates boards used primarily for packaging or for Paper Plates Items. Paper
Plates board differs from Paper Plates in that it generally is thicker, heavier, and
less flexible than conventional Paper Plates.
 Disposable Paper Plates and saucers as the name suggests are made out of special
quality Paper Plates reinforced with polythene sheets to make it leak proof. These
products are conveniently used for serving eatables during family functions,
eating chats and snacks, fruits, sweets etc.
 Most of the sweet shops use it for serving their customers with dry as well as wet
sweets/ nankeens. The caterers utilize it during parties and social functions. These
are a convenient replacement for crockery and utensils.
 These have many advantages over conventional crockery/ Plates utensils. Whereas
conventional utensils need care in handling, have to be cleaned before and after
use need lot of space for storage and are difficult to handle these products are light
in weight, are disposable after use, cheaper and can be stored easily.
 These are very cheap as compared to convention utensils. The Paper Platesplates
and bowls are made by fusing two layers of good quality Paper Plates with a sheet
of polythene. The product can be in any desired shape and size depending upon
the die employed for manufacture.

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2.1.2 MARKET POTENTIAL:

 These products have an urban as well as rural market. These products are mostly used
during social functions, religious gatherings, parties, marriages, outings, in sweet
shops, by caterers etc. The products have many advantages and are hence preferred as
compared to standard utensils/crockery for serving eatables. They can easily be
disposed off after use and hence save a lot of labor as far as cleaning/drying of
utensils are concerned. These are easily transportable and easy to handle. In our
country people are religious and organize functions throughout the year all such
occasions call for social gathering and celebrations with meals, snacks sweets being
served. Further, our vast population organizes marriages, celebrates birthdays and
other family functions on a regular basis. Sweet shops and small eateries can be
found at every street corner and all such joints use these disposable plates and bowls.
Thus keeping in view the culture of the people and the habits there is a vast market
for the products not only in urban areas but also in rural areas.

2.1.3 MANUFACTURING PROCESS & KNOW:

 How the process of manufacturing is not very complicated. The product is

manufactured using the specific die. The Paper Plates and the polythene sheets are
previously cut to size or can also be purchased as per the production requirement. The
specific die is mounted on the press and the die is heated to the desired temperature.
 The two layers of Paper Plates and the polythene sheets are placed in between the
male-female die parts and pressure is applied so that the product takes shape. The
formed product is next removed and another set is loaded. The machine is an ordinary
press with one fixed platform and another moving plunger.
 The movement of the plunger is through hydraulic mechanism. The formed products
are collected and the edges are trimmed to give it a proper shape. The plates and
bowls are packed separately and stocked for dispatch. Know how is available with the
machinery suppliers. The machinery is all indigenously available. The production
capacity envisaged is 30000-40000 nos per day per machine on two shift basis for 300
days per year

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2.1.4 PLANT AND MACHINERY:

 The main plant and machinery required comprise

 Double die press with dies. Electrically operated. - 1 no
 Bag sealing machine - 1no.
 Weighing scales.
 The total cost of machinery is estimated to be Rs.0.50 lakhs.
 The unit will also require miscellaneous assets such as furniture, fixtures, storage
facilities etc. the total cost of these is estimated to be Rs. 0.20 lakhs.
 The total requirement of power shall be 3 HP. The unit will need water for general
consumption.

2.1.5 Raw material and Packing Material:

 The basic raw materials for the unit are good quality scrap Paper Plates& polythene
sheets. For packing the unit will require polythene bags and hessian sacks. The cut to
size Paper Plates is readily available in two varieties thick and thin at Rs.35/- per kgs.
The plastic film costs about Rs. 100/- per kgs..

2.1.5 Land and Building:

 For smooth operation of the unit, it will require 225 sq. ft of built up area. The space
can be taken on rental basis.

2.1.6 Scope and Market Potential:

 Paper Plates cups and plates are made from mill board, grey board, Kraft Paper Plates
Plates, grease proof Paper Plates and other Paper Plates, printed and given the desired
shape and are extensively use. The disposable nature of these cups and plates not only
obviates the need for washing and cleaning but also save loses due to breakages that
normally occur while using porcelain or glass wares. Paper Plate scups & plates find
extensive usage for serving eatables in parties, functions, social gatherings, etc.,
catering departments of railways, airlines and other establishments also amount for a
major share of the demand of cups and plates.

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 2.1.7 Manufacturing process:
 Paper Plates cups and plates are normally made as per the specifications of the
customer. The Paper Plates is first printed on a printing press, the printed part is then
cut to size and given shape by die cutting. The bottom part and upper part of the cup
are then assembled to a cup shape in screw press. For plates, the Paper Plates is cut to
the required size of circles. The cut circles are pressed in a screw press for obtaining
desired design and shape. For wax coated cups & plates are put in wax coating
machine.

2.1.8 Market Potential:

 Because the Paper Plate scup manufacturing industry is in a boom consumer products
in India, the requirement of drinking items like Tea, Coffee, Cool Drinks for
Railways, Functions, Hotels, Festivals, Meetings, household appliances, domestic
applications as well as for replacement of plastic cups, Glass items. There is a big
tremendous requirement of day-to-day life.

2.1.9 Location, Land and Building:

 The unit is proposed to be located at Thirumaradypanchayath in Thirumarady
Village. Building is available on rent and has been assigned in establishing the unit.
But it requires additional maintenance works The amount invested for civil work on
construction of building for office, common amenity, well etc is Rs 100000/-. The
door number assigned to the unit is 10/492A.

2.1.10 Machinery & equipment:

 Details are shown in the annexure. The plant and machinery proposed to be installed
in the unit are Indigenous and some of them are locally fabricated. Total cost of
machinery and equipment to be purchased is evaluated as Rs 917000/-

2.1.11 Installed capacity of production

 The unit is proposed to be operated in 300 days per annum (25 days in a month). As
per the capacity of machinery to be installed and by considering production wastage
the monthly production is worked out in the following table

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2.1.12 Basis & Presumptions:
1. Two shifts of 16 hours a day, 24 days a month is presumed. Efficient machines and
workers are also presumed.
2. Minimum 2 month period is considered for achieving full capacity utilization.
3. Lab our rates are as per the prevailing rates.
4. An average interest rate of 14% is considered.
5. The estimates are drawn for a production capacity generally considered techno-
economically viable for model type of manufacturing activity.
6. The information supplied is based on a standard type of manufacturing activity viable
for model type of manufacturing activity.
7. Costs in respect of machinery and equipment, raw materials and the selling prices of
the finished products etc. are generally prevailing at the time of preparation of the
project profiles and may vary depending upon various factors.

2.1.13 Production details and process of Manufacture:

 The process of manufacturing poly coated Paper Plates purchased from market then
cut in the required sizes, fabricates outer shell then put in the bottom mould pressed
and pasting and keep it in the final Paper Plate scup mould. After making the cup
checked random pieces for customer requirement and then packed by plastic cover in
100 Paper Plate scups in a set.
The process of manufacture consists of the following operations and procedures.
 PE Coated Paper Plates roll
 Cut to Board size
 Single/Multi Color Printing
 Ups forming (die cutting)
 Bottom reel
 Paper Plate scup wall forming
 Cup Bottom Shaping
 Paper Plate scup Knurling and Curling
 Inspection and Finishing
 Testing Random Sample
 Packing and Delivery
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2.1.14 Raw material Requirement:

 All the raw materials required by the unit are available throughout the year. The raw
material can also be procured from the nearby districts and from other states. The
stock and procurement period proposed in this scheme is for a period of 12 days. The
details of requirement for 70% capacity utilization in the unit are tabulated as below
Users’ Of Paper Plates

This Paper Plate scup manufacturing project profile views the use of drinking Tea and Cool
Drinks. The Paper Plate scup finds extensive use in Railways, Functions, Festivals, Hotels,
Meetings, household appliances, and domestic applications. Our product ranges from 50 ml
to 250 ml, this cup manufacturing unit will be set-up as a small-scale unit.

Now our people and government have the awareness to control the pollution and all are
engaged to use the eco-friendly products. Each plastic cup can take 50-80 years to decompose
and that are ruining the nature as well human lifetime.

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2.2 INTRODUCTION TO THE ORGANIZATION

2.2.1 COMPANY PROFILE

THREE AXIS PLATES is proud to take the credit for introducing food serving bio plate
concept in some of the European Countries. The company is managed by thorough
professionals with qualifications and experience in the field. It is a 100% export oriented unit,
and its products have been exported since 2006. Founder G.R.RAJAVEL PILLAY.
Managing Director, R. Raja PerumalSamyPresently the company has an in house production
capacity of about 50 million bio plates per annum, which is upgradeable to 70 millions.

THREE AXIS PLATES uses this natural, renewable and biodegradable raw material to
convert it into value added environment friendly products. The company has pioneered an
unique mechanical process to manufacture this traditionally hand crafted cottage industry
product. This has now helped to mass-produce products of high standards that maintain all
the above said features in addition to high quality, hygiene and superior finish. The
Employees Working for 300Above.

As someone who has a sincere concern for the well being of this world and its future
generations, the typical eco friendly range of products of THREE AXIS PLATES are here for
you not only to stand out different, but also to set a fine example for others and to make your
humble contribution towards a greener and cleaner earth.

Three Axis Plates products are already being exported to the following countries and the
list is growing steadily

 Switzerland

 Australia

 USA

 Japan

 Germany

 France

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2.2.2 ABOUT OUR PRODUCTION:

 We are proud to bring you our range of natural, sustainable plates and bowls, made
from the fallen leaves of the areca palm tree. These 100% biodegradable plates and
bowls are durable, lightweight and require minimal processing from tree to table: the
fallen palm leaf is gathered, washed in spring water, then heat-pressed into shape (this
also sterilizes the leaf) – no chemicals, waxes, dyes or additives are used!
 Palm Leaf Plates are a stylish and unique alternative to other disposable tableware on
the market. They are stronger and more natural than corn starch, sugar cane, Paper
Plates& bamboo plates, and they won’t harm our environment.
 This cottage industry provides a source of income for many families in South Asia,
making Palm Leaf Plates a responsible decision for your family, their families, and our
environment. What better way of utilizing nature’s gift of fallen leaves! This is truly
nature’s tableware.

2.2.3 Awards of Three Axis Plate Industry:

 Eco-Mark by BIS for its Bagasse based products.

 Central Pollution Control Board and National Productivity Council have selected the
company as a “Model” unit in the field of “Waste Minimization” among pulp and
Paper Plates industries.
 SPI’s Effluent Treatment Plant has been selected by Central Pollution Control Board
for carrying out studies and data collection for preparation of Minimal National
Standards (MINAS) for large pulp and Paper Plates industry group.
 SPI’s waste reduction schemes have been included in the “World Bank” – Data Base
on Waste Minimization.
 Awarded Indo German Green tech Award for Environment Excellence for the
year2000-01.
 SPI was awarded ‘First Prize’ at All India Farmer’s fair for the year 2004-2005for its
significant efforts towards farm forestry.
 SPI was adjudged as the “Efficient Unit” in energy conservation by CII for the year
2004-2005

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2.2.3 COMPANY DESCRIPTION

Paper Plates crockery House will be a unique business in TamilNadu as well as in India. It
will clearly attract most of the customers because they prefer to use designable & hygienic
products at competitive price.

2.2.4 VISION:

Corporate vision is a short, succinct, and inspiring statement of what the organization intends
to become and to achieve at some point in the future. Our vision is “To become one of the
most well-known Paper Plates Manufactures in Bangladesh by providing quality and
innovative products at competitive price to meet the requirements of the customers”

2.2.5 MISSION:

The Mission Statement is a crucial element in the strategic planning of a business

organization. Our mission is:

 To provide the quality and innovative products at competitive price to meet the
requirements of the customers.
 Contribute to the success and satisfaction of our customers and focusing on-in-time
delivery.
 Co-operation, teamwork and partnerships.
 Continuous learning
 Honesty, fairness, integrity, and respect.

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2.2.6 COMPANY GOALS AND OBJECTIVE:

The goals & objectives of our company will be as follows:

 Our main objective will be to capture the large percentage of the market in one year of
starting the business and retain it in the long run as well.
 Our goal will be to provide products of high caliber and retain market and increase
profitability and ensure success.

2.2.7 STRATEGIC ORIENTATION OF THREE AXIS PLATEPLANTS

 Strategic Planning & Strategic Objectives.

 Quality assurance system.
 Continuous improvement in Productivity, Quality, Cost Reduction & Customer
service.
 Technology up gradation.
 Process 1 system development in all functions such as production, Maintenance.
 Marketing, Finance Management & inventory Management etc.
 Adopting modern management practices (TPM, JIT) * People involvement.

2.2.8 ENVIRONMENT POLICY

 Three Axis Plate Plants, Thirupur, Ravaged and Orissa (India) are committed to:
 Comply with applicable Environmental Legislations. Prevention of pollution.
 Continual improvement in Environmental Performance.
 A forestation through Social and farm forestry supported by colonel technology.
 Cleaner technologies and processes & Conservation of Resources.
 Reducing pollutants in discharged water Reducing particulate emissions.

22
2.2.9 TPM POLICY:

In Continuous pursuit on organizational excellence by maximizing overall plant effectiveness

and achieving total customer satisfaction, the organization is committed to

 Achieve zero accidents, zero defects and zero breakdowns.

 Continuous reduction in cost of production.
 Involve all employees in systems and process improvement through teamwork.
 Create a clean and safe working environment.

2.2.10 PLANT LOCATION- THIRUPURE

 Thirupur is located on the slopes of the Eastern Ghats in the southern part of Tamil
Nadu bordering the state of Tamil Nadu and its geographical position 83-25‟ East
Longitude and 19-10‟ North Latitude. Its average height above the mean sea level is
758 feet.
 The township has a population of about 25,000 and has a self-sufficient marketing
complex, including Employees Multi-purpose Co-operative society, a sub- post office
and Telegraph office, a branch post office, a police outpost and has two banks viz.,
State Bank of India and Indian overseas Bank. The township has two schools and
places of worship of all major faiths. Singapore Road Railways Station on the Raipur,
Walter Section of south eastern Railway station and is at a distance of 2km from the
plant and all passenger and express trains halt here.

23
2.2.11 The Plant established at Thirupur is unique because:

 It is the only Plant in the world producing both rayon grade pulp, wood-based Paper
Plates and biogases based Paper Plates.
 The level of control instrumentation is relatively high.
 SPI is the first Plant in the world to use for biogases pulp bleaching.
 The Plant features a unique pile building system for preventing deterioration of stored
biogases fiber. Biogases fiber fed to the digester has a high fiber pith ratio (more than
5:1).
 SPI’s farm forestry scheme ensures that raw material is cultivated and replenished.
SPI is the driver for good forestry management and manages socio-forestry nurseries
for cultivation and distribution of plant saplings.
 The Plant has a well equipped laboratory to monitor various water and air pollution
control measures including AOX level.

24
 3.1 RESEARCH METHODOLOGY

3.1.1 INTRODUCTION:

This chapter gives an outline of research methods that were followed in the study. it provides
information on the participants, that is, the criteria for inclusion in the study, who the
participants were and how they were sampled. the researcher describes the research design
that was chosen for the purpose of this study and the reasons for this choice. The instrument
that was used for data collection is also described and the procedures that were followed to
carry out this study are included. the researcher also discusses the methods used to analyze
the data. lastly, the ethical issues that were followed in the process are also discussed.

Research is the process of systematic and in depth study or search for any particular topic, subject or
area of investigating backed by collection, compilation presentation, and interpretation of relevant
details. Or data. In general, research is a search for knowledge. Some people consider research as a
movement, a movement from the known to the unknown. The process used to collect include
publication research, research, interviews, surveys and other techniques and could both present and
historical information.

3.1.2 OBJECTIVE OF THE STUDY

Primary Objective

 To judge the Identity level of the prospect customer

 To know how they are aware regarding the product
 To judge in which way they have developed Identity

Secondary Objective

 To judge which promotional tool is effective to increase the Identity level among the
people To see whether brand Identity influences the buying behavior or not
 To know about the product Identity among the customer

25
3.2 RESEARCH DESIGN

The research design adopted for this study is descriptive research .descriptive method was
adopted it deals with description of the state of affairs as it exists at present. The present
study is an empirical analysis of purchase behavior of organized and unorganized retail
customers with reference. This is a descriptive kind of research study. The research design
has been adopted so as to suit an empirical study based on primary data which is collected
through direct personal interview and questionnaire is used as an instrument for this purpose.
The respondents are selected on the basis of convenience sampling.

3.2.12 Descriptive research

Descriptive research is used for the study. Descriptive research attempts to determine,
describe, or identify what is. It used description, classification, measurement and comparison
to describe a situation. It is attempt by the research to discover causes even when they cannot
control the variables. Its main purpose is description of the state of affairs as it exists at
present. The research has no control over the variables.

3.2.2 SAMPLING METHOD

Sampling universe: 120

3.2.3 Sample size

It refer to deciding how many people to be surveyed during the study. This study
used sample size 120

3.3 SOURCE OF DATA COLLECTION

3.3.2 Primary data:

The primary data are those which are collected a fresh and for the first time and thus happen
to be original character. Primary data is collected through questionnaire. It is consider as a
heart of survey. It consists of a number of questions printed on type in definite order on a
form or a set of forms the respondent have to answer of their own.

26
3.3.2 Secondary data:

The secondary data are those which have already been collect primary data. This method was
chosen for following reason. Answer is in the respondents own words so it is free from being
biased. The universe was small hence this method was found suitable. And the questionnaire
contains the questions related to the filed.

3.4 STATISTICAL TOOLS

1) Convenience sampling method

Convenience sampling is a method in which samples are drawn at the convenience of the
research or interviewer. The assumption are the at the target population is homogeneous and
the individuals interviewed are similar to the overall defined target population with regards to
the characteristics being studied.
2) Percentage analysis: The data collected from the respondent were converted into
readable format for process, classification arguments. The data was tabulated and analysis
using statistical method simple percentage.

Number of respondent

Percentage = ............................................ *100

Sample size

3) Chi – square method

The objective of the chi – square to find if the deviation the experiment from theory is just by
chance or it is due to in adequacy of the theory to fit the observed data. By this test we test
whether difference between observed (Oi)and expected frequency(Ei) to determine whether
the different whether the difference whether the two greater than which might occur by
chance.
Chi –square formula(x2) = (Oi –Ei) 2/Ei

4) Anova method

The ANOVA table has columns for degrees of freedom (df), sums of squares (SS), mean squares
(MS) and the variance ratio (F). ... All of the above equations are used in the ANOVA calculations.
All except equation [A] appear in the ANOVA calculation table.

27
3.4.1QUESTIONNAIRE DESIGN

Structured undisguised questionnaire was used in designing the questionnaire to collect the
data from the respondents.

3.4.2 STATISTICAL DESIGN

The data collected has been tabulated and each respondent is categorized according to the
data given and percentage is worked out of each group of data. The statistical tools used were
tables, bar graphs and percent

3.4.3 LIMITATIONS OF THE STUDY

 Due to time constraints sample size was restricted to 120 which was very less then
compare to entire population
 I will have to reply upon the information get from secondary source and given by
responded, which may not be fully true
 The respondents were unable aware of unwilling to given a completed and accurate
response to certain question
 The survey was conducted at karur area so that result May not be applicable for all
this area

28
TABLE 4.1

TABLE SHOWING RESPONDENTS BASED ON AGE

S.no Age No of respondent Percentage
1 Below 25 25 21
2 25-35 40 33
3 35-45 32 27
4 Above 45 23 19
Total 120 100

INTERPRETATION
The above table it can be observed that the age of the respondents is 21% of the
respondents age group is below 25, 33% of the respondent’s age group is 25-35, 27% of the
respondent’s age group is 35-45 and 19% of the respondent’s age group is above 45.

CHART 4.1

CHART SHOWING RESPONDENTS BASED ON AGE

No of respondent
33
35 27
30 21
19
Percentage

25
20
15
10
5
0
Below 25 25-35 35-45 Above 45

Age

TABLE 4.2

29
TABLE SHOWING RESPONDENTS BASED ON GENDER
S.no Gender No of respondent Percentage
1 Male 80 67
2 Female 40 33
Total 120 100

INTERPRETATION

The above table it can be observed that the gender of the respondents is 67% of the
respondents male, 33% of the respondents is female.

CHART 4.2
CHART SHOWING RESPONDENTS BASED ON GENDER

Percentage

70
60
Axis Title

50
40
30
20
10
0
Male Female
Axis Title

TABLE 4.3

30
TABLE SHOWING RESPONDENTS BASED ON MARITAL STATUS OF THE
RESPONDENT

S.no Marital status No of respondent Percentage

1 Married 75 64
2 Unmarried 55 36
Total 120 100

INTERPRETATION

The above table it can be observed that the marital status of the respondents is 64% of
the respondents is married, 36% of the respondents is unmarried.

CHART 4.3

CHART SHOWING RESPONDENTS BASED ON MARITAL STATUS OF THE

RESPONDENT
+

70

60

50

40 64

30
36
20

10

0
Married Unmarried

TABLE 4.4

31
TABLE SHOWING RESPONDENTS BASED ON DESIGNATIONS OF THE
RESPONDENT
S.no Designations No of respondent Percentage
1 Manager 16 13
2 Supervisor 27 23
3 Accountant 37 31
4 Other 40 33
Total 120 100

INTERPRETATION

The above table it can be observed that the Designations of the respondents is 23 %
of the respondents are manager, 36% of the respondents are Supervisor , 22% of the
respondents are Accountant , 19 % of the respondents are Other.

CHART 4.4
CHART SHOWING RESPONDENTS BASED ON DESIGNATIONS OF THE
RESPONDENT

35

30

25

20
33
31
15
23

10
13

0
Manager Supervisor Accountant Other

TABLE 4.5
TABLE SHOWING RESPONDENTS BASED ON EDUCATIONAL
QUALIFICATION
32
 S.no Education No of respondent Percentage
1 HSC 10 8
2 Degree 20 17
3 ITI 22 18
4 Diploma 25 21
5 AMIE 24 20
6 PG 19 16
Total 120 100

INTERPRETATION

The above table it can be observed that theeducational qualification 8% of the

respondents educational qualificationis HSC, 17% of the respondents are educational
qualification is degree, 18% of the respondents are educational qualification is ITI, 21% of
the respondents areeducational qualification is diploma, 20% of the respondents are
educational qualification is AMIE and 16% of the respondents are educational qualification
is PG.
CHART 4.5
CHART SHOWING RESPONDENTS BASED ON EDUCATIONAL
QUALIFICATION
25

20

15

21 20
10 17 18
16

5 8

0
HSC Degree ITI Diploma AMIE PG

TABLE 4.6

TABLE SHOWING RESPONDENTS BASED ON EXPERIENCE IN THE FIELD

S.no Experience No of respondent Percentage

33
 1 Less than 5 years 37 31
2 5-10 years 35 29
3 10-15 years 25 21
4 Above 16 years 23 19
Total 120 100

INTERPRETATION

The above table it can be observed that the Experience in the field is 31% of the
respondents are Less than 5 years, 29% of the respondents are Experience is 5-10 years, 21%
of the respondents are Experienceis 10-15 years, 19% of the respondents areExperience is
Above 16 years.

CHART 4.6

CHART SHOWING RESPONDENTS BASED ON EXPERIENCE IN THE FIELD

35

30

25

20
31
29
15
21
19
10

0
Less than 5 years 5-10 years 10-15 years Above 16 years

TABLE 4.7

TABLE SHOWING RESPONDENTS BASED ON TYPE OF EMPLOYMENT

S.no Type of No of respondent Percentage
Employment
1 Permanent 38 32

34
 2 Probationary 22 18
3 Temporary 28 23
4 Contract 17 14
5 Others 15 13
Total 120 100

INTERPRETATION

The above table it can be observed that the Type of Employment is 32% of the
respondents are Permanent employee, 18% of the respondents are Probationary employee,
23% of the respondents are Temporary employee, 13% of the respondents are Contract
employee and 18 % of the respondents are others.

CHART 4.7

CHART SHOWING RESPONDENTS BASED ON TYPE OF EMPLOYMENT

35

30

25

20
32
15
23
10 18
14 13
5

0
Permanent Probationary Temporary Contract Others

TABLE 4.8
TABLE SHOWING RESPONDENTS BASED ON MONTHLY INCOME
S.no Monthly income No of respondent Percentage
1 Less Than 5000 32 27
2 5000-10000 28 23
3 10000-15000 30 25
4 15000- 20000 19 16

35
 5 Above 20000 11 9
Total 120 100

INTERPRETATION

The above table it can be observed that the monthly income of the respondents is 27%
of the respondents are earn the income is less than 5000,23% of the respondents are earn the
income is 5000-10000, 25% of the respondents are earn the income is 10000-15000, 16% of
the respondents are earn the income is 15000-20000, 9% of the respondents are earn the
income is above 20000.

CHART 4.8
CHART SHOWING RESPONDENTS BASED ON MONTHLY INCOME

30

25

20

15 27
25
23

10 16

9
5

0
Less Than 5000 5000-10000 10000-15000 15000- 20000 Above 20000

TABLE 4.9
TABLE SHOWING RESPONDENTS BASED ON TRAINING PERIOD
S.no Training period No of respondent Percentage
1 One day 25 20
2 1-3 Days 32 27
3 1 Week 33 28
4 1 Month 30 25
Total 120 100

36
INTERPRETATION

The above table it can be observed that the Training period of the respondents is
20% of the respondents are says that training period is one day, 27% of the respondents are
says that training period is 1-3 day, 28% of the respondents are says that training period is 1
week 25% of the respondents are says that training period is one month.

CHART 4.9
CHART SHOWING RESPONDENTS BASED ON TRAINING PERIOD

30

25

20

27 28
15 25
20
10

0
One day 1-3 Days 1 Week 1 Month

TABLE 4.10
TABLE SHOWING RESPONDENTS BASED ON WHAT INDUSTRY DOES YOUR
ORGANIZATION OPERATE
S.no organization No of respondent Percentage
operate
1 Primary Industry 25 21
2 Secondary Industry 26 22
3 Service 29 24

4 Transport 40 33

37
 Total 120 100

INTERPRETATION
The above table it can be observed that the your organization operate is 21% of the
respondents are says that Primary Industry e.g. producers of raw materials (Mining, fishing,
etc.), 22% of the respondents are says that Secondary Industry e.g. processors of raw
materials, 24% of the respondents are says that Service, 33% of the respondents are says that
Transport.

CHART 4.10
CHART SHOWING RESPONDENTS BASED ON WHAT INDUSTRY DOES YOUR
ORGANIZATION OPERATE

35

30

25

20
33

15 24
21 22
10

0
Primary Industry Secondary Industry Service Transport

TABLE 4.11

TABLE SHOWING RESPONDENTS BASED ON HOW LONG HAS YOUR

ORGANIZATION BEEN USING SOCIAL MEDIA FOR?

S.no social media No of respondent Percentage

1 1-3 months 11 9

2 4-8 months 15 13

3 9-12 months 17 14

4 1-2 years 14 12

38
 5 2-3 years 13 11

6 3-4 years 17 14

7 4-5 years 19 16

8 5 years + 14 11

Total 120 100

INTERPRETATION

The above table it can be observed that the your organization been using social media
for Is majority of 16% of the respondent are 4-5 years using the social media for our
company, 12% of the respondent are 1-2 years using the social media, 14% of the respondent
are 9-12 months using the social media, 11% of the respondent are above 5 years using the
social media.
CHART 4.11

CHART SHOWING RESPONDENTS BASED ON HOW LONG HAS YOUR

ORGANIZATION BEEN USING SOCIAL MEDIA FOR?
16

14

12

10
16
8 14 14
13
12
6 11 11
9
4

0
1-3 months 4-8 months 9-12 1-2 years 2-3 years 3-4 years 4-5 years 5 years +
months

TABLE 4.12

TABLE SHOWING RESPONDENTS BASED ON DO YOU BUY ONLY BRANDED

PRODUCTS
S.no branded products No of respondent Percentage
1 Yes always 50 42
2 Never 20 17
3 Only when quality is 35 29
important

39
 4 Rarely 15 12
Total 120 100

INTERPRETATION

The above table it can be observed that the buy only branded products is 42% of the
respondents are says that Yes always, 17% of the respondents are says that never,29% of the
respondents are says that only when quality is important and, 12% of the respondents are says
that rarely.
CHART 4.12

CHART SHOWING RESPONDENTS BASED ON DO YOU BUY ONLY BRANDED

PRODUCTS

45

40

35

30

25 42
20
29
15
17
10 12
5

0
Yes always Never Only when quality is Rarely
important

TABLE 4.13

TABLE SHOWING RESPONDENTS BASED ON ARE YOU A PRICE SENSITIVE

CONSUMER?
S.no Sensitive consumer No of respondent Percentage
1 Yes 80 67
2 No 40 33
Total 120 100

INTERPRETATION

40
 The above table it can be observed that opinion about price sensitive consumer is 67%
of the respondents are says that yes and 33% of the respondents are says that no.

CHART 4.13

CHART SHOWING RESPONDENTS BASED ON ARE YOU A PRICE SENSITIVE

CONSUMER?

70

60

50
67
40

30
33
20

10

0
Yes No

TABLE 4.14
TABLE SHOWING RESPONDENTS BASED ON WHICH OF THE FOLLOWING,
ACCORDING TO YOU, HELP BUILD A GOOD BRAND IMAGE
S.no good brand image No of respondent Percentage
1 Quality 35 29
2 Communication 23 19
strategies
3 Competitive pricing 20 17
4 Rarely Good value 17 14
added services
5 Free trails and 15 13
discount

41
 6 Others 10 8
Total 120 100

INTERPRETATION

The above table it can be observed that opinion about help build a good brand image is 29%
of the respondents are says thatQuality and 19% of the respondents are says that
Communication strategies, 17% of the respondents are says that Competitive pricing, 14% of
the respondents are says that Good value added services, 13% of the respondents are says that
Free trails and discount, 8% of the respondents are says that Others.
CHART 4.14
TABLE SHOWING RESPONDENTS BASED ON WHICH OF THE FOLLOWING,
ACCORDING TO YOU, HELP BUILD A GOOD BRAND IMAGE

30
25
20
29
15
19 17
10 14 13
8
5
es
es

ic

0
n
g

rv
gi

ou
in
te

se
ic
y

s
sc
ra
lit

er
pr

ed

di
ua

st

th
e

O
on

v
Q

ad

an
titi
ati

e
pe

ls
lu
ic

ai
va
m
un

tr
Co

d
m

ee
oo
m

Fr
G
Co

ly
re
Ra

TABLE 4.15

TABLE SHOWING RESPONDENTS BASED ON ARE POPULAR CELEBRITIES

GOOD BRAND AMBASSADORS AND IS INVESTING IN THEM A GOOD
STRATEGY
S.no good strategy No of respondent Percentage
1 Sometimes, May be 34 28
2 No 26 22
3 Yes 36 30
4 Rarely, Not sure 24 20
Total 120 100

42
INTERPRETATION
The above table it can be observed that opinion about brand ambassadors and is
investing in them a good strategy is 28% of the respondents are says that some times are
may be, 22% of the respondents are says that no, 30% of the respondents are says that yes,
20% of the respondents are says that rarely.
CHART 4.15

CHART SHOWING RESPONDENTS BASED ON ARE POPULAR CELEBRITIES

GOOD BRAND AMBASSADORS AND IS INVESTING IN THEM A GOOD
STRATEGY

30

25

20

30
28
15
22
20
10

0
Sometimes, May be No, No Yes, Yes Rarely, Not sure

TABLE 4.16

TABLE SHOWING DO YOU USE PRODUCTS BECAUSE THEY ARE MOST

AVAILABLE

S.no products No of respondent Percentage

1 Yes 45 37
2 No 20 17
3 May be 35 29
4 Can’t say 20 17
Total 120 100

43
INTERPRETATION

The above table it can be observed that opinion about are endorsed by your favorite
celebrities is 37% of the respondents are says that yes, 17% of the respondents are says that
no, 29% of the respondents are says that may be, 17% of the respondents are says that cannot
say.

CHART 4.16

CHART SHOWING RESPONDENTS BASED ON DO YOU BELIEVE IN

PRODUCTS THAT ARE ENDORSED BY YOUR FAVORITE CELEBRITIES

40

35

30

25

20 37

29
15

10 17 17

0
Yes No May be Can’t say

TABLE 4.17

TABLE SHOWING RESPONDENTS BASED ON DO YOU THINK COMPANY

SPONSORSHIPS HELP THEM BUILD A STRONGER BRAND
S.no stronger brand No of respondent Percentage
1 Yes 38 37
2 No 24 17
3 May be 32 29
4 Can’t say 26 17
Total 120 100

44
INTERPRETATION
The above table it can be observed that opinion about company sponsorships help
them build a stronger brand is 37% of the respondents are says that yes, 17% of the
respondents are says that no, 29% of the respondents are says that may be, 17% of the
respondents are says that cannot say.
CHART 4.17

CHART SHOWING RESPONDENTS BASED ON DO YOU THINK COMPANY

SPONSORSHIPS HELP THEM BUILD A STRONGER BRAND

40

35

30

25

20 37

29
15

10 17 17

0
Yes No May be Can’t say

TABLE 4.18
TABLE SHOWING RESPONDENTS BASED ON WHAT DO YOU THINK ABOUT
RANKINGS OF PRODUCTS
S.no rankings of No of respondent Percentage
products
1 They are biased and 40 33
influenced
2 They are fair and 43 36
give a true picture
3 They are not fully 37 31
reliable

45
 Total 120 100

INTERPRETATION
The above table it can be observed that opinion about ranking of the product is 33% of
the respondent are says that they are biased and influenced, 36% of the respondent are says
that they are fair and give a true picture, 31% of the respondent are says that they are not fully
reliable.

CHART 4.18
TABLE SHOWING RESPONDENTS BASED ON WHAT DO YOU THINK ABOUT
RANKINGS OF PRODUCTS

36

35

34

33
36
32

31 33

30 31

29

28
They are biased and in- They are fair and give a true They are not fully reliable
fluenced picture

TABLE 4.19
TABLE SHOWING RESPONDENTS BASED ON DO YOU THINK OUR
PRODUCTS GET GOOD WORD OF MOUTH PUBLICITY
S.no publicity No of respondent Percentage
1 Yes 37 31
2 No 23 19
3 May be 34 28
4 Can’t say 26 22
Total 120 100

INTERPRETATION

46
 The above table it can be observed that opinion about our products get good word of
mouth publicity is 31% of the respondents are says that yes, 19% of the respondents are says
that no, 28% of the respondents are says that may be, 22% of the respondents are says that
cannot say.

CHART 4.19
CHART SHOWING RESPONDENTS BASED ON DO YOU THINK OUR
PRODUCTS GET GOOD WORD OF MOUTH PUBLICITY

35

30

25

20
31
28
15
22
19
10

0
Yes No May be Can’t say

TABLE 4.19
TABLE SHOWING RESPONDENTS BASED ON DO OUR PRODUCTS ALIGN
WITH THE VALUES AND BELIEFS OF PEOPLE
S.no values and beliefs of No of respondent Percentage
people
1 Yes 42 35
2 No 24 20
3 May be 36 30
4 Can’t say 28 23
Total 120 100

INTERPRETATION

47
 The above table it can be observed that opinion about products align with the values
and beliefs of people is 35% of the respondents are says that yes, 20% of the respondents are
says that no, 30% of the respondents are says that may be, 23% of the respondents are says
that cannot say.
CHART 4.19

CHART SHOWING RESPONDENTS BASED ON DO OUR PRODUCTS ALIGN

WITH THE VALUES AND BELIEFS OF PEOPLE

35

30

25

20 35
30
15
23
20
10

0
Yes No May be Can’t say

TABLE 4.20
TABLE SHOWING RESPONDENTS BASED ON DO OUR PRODUCTS PROVIDE
A SENSE OF SELF-ESTEEM TO YOU

S.no sense of self-esteem No of respondent Percentage

1 Yes 41 34
2 No 24 20
3 May be 33 28
4 Can’t say 22 18
Total 120 100

INTERPRETATION

48
 The above table it can be observed that opinion about products provide a sense of
self-esteem to you is 23% of the respondents are says that yes , 34% of the respondents are
says that no , 21% of the respondents are says that may be , 22% of the respondents are says
that cannot say.

CHART 4.20
CHART SHOWING RESPONDENTS BASED ON DO OUR PRODUCTS PROVIDE
A SENSE OF SELF-ESTEEM TO YOU

35

30

25

20 34
28
15
20
18
10

0
Yes No May be Can’t say

TABLE 4.21
TABLE SHOWING RESPONDENTS BASED ON DO YOU EXPERIMENT WITH
DIFFERENT BRANDS
S.no different brands No of respondent Percentage
1 Yes 40 33
2 No 25 21
3 May be 34 28
4 Can’t say 21 17
Total 120 100

INTERPRETATION

49
 The above table it can be observed that opinion about experiment with different
brands is 33% of the respondents are says that yes, 21% of the respondents are says that no,
28% of the respondents are says that may be, 17% of the respondents are says that cannot
say.

CHART 4.21
CHART SHOWING RESPONDENTS BASED ON DO YOU EXPERIMENT WITH
DIFFERENT BRANDS

35

30

25

20
33
28
15
21
10 17

0
Yes No May be Can’t say

TABLE 4.22
TABLE SHOWING RESPONDENTS BASED ON YOU TRUST OUR BRAND
S.no trust our brand No of respondent Percentage
1 Strongly disagree 10 8
2 Disagree 15 13
3 Neither agree not 20 17
disagree
4 Agree 35 29
Strongly Agree 40 33
Total 120 100

INTERPRETATION

50
 The above table it can be observed that opinion about You trust our brandis 8% of the
respondents are says that strongly disagree, 13% of the respondents are says that disagree,
17% of the respondents are says that neither agree or not disagree, 29% of the respondents
are says that agree and 33% of the respondents are says that strongly agree.

CHART 4.22
CHART SHOWING RESPONDENTS BASED ON YOU TRUST OUR BRAND

35

30

25

20
33
29
15

10 17
13
5 8

0
Strongly disagree Disagree Neither agree not Agree Strongly Agree
disagree

TABLE 4.23
TABLE SHOWING RESPONDENTS BASED ON WHAT ARE THE SOURCES OF
OUR PRODUCT BRAND INFORMATION
S.no sources of our No of respondent Percentage
product
1 Family members 12 10
2 Peers 15 13
3 TV ads 12 10
4 Point of sales 25 21
5 Website 26 22
6 Other 30 25
Total 120 100

INTERPRETATION

51
 The above table it can be observed that opinion about sources of our product brand
information is 10% of the respondents are says that Family members and 13% of the
respondents are says that Peers,10% of the respondents are says that TV ads, 21% of the
respondents are says that Point of sales, 22% of the respondents are says that Website, 25%
of the respondents are says that Other.
CHART 4.23
CHART SHOWING RESPONDENTS BASED ON WHAT ARE THE SOURCES OF
OUR PRODUCT BRAND INFORMATION
25

20

15
25
21 22
10
13
10 10
5

0
Family Peers TV ads Point of sales Website Other
members

CHI-SQUARE

HYPOTHESIS TESTING

Calculation weather the age will stimulate the factor to designation of employee.

H0-There is no significant relationship between age and designation.

H1- There is a significant relationship between age and designation.

CONTINGENCY TABLE4.3.1

(Factor influencing age and designation of the respondent)

52
 Age Below25 25-35 35-45 Above45 Total

Designation
Manager 2 3 4 7 16

supervisor 6 9 7 5 27

Accountant 10 13 10 4 37

other 7 15 11 7 40

Total 25 40 32 23 120

Therefore degrees of freedom=(c-1) (k-1)

=(4-1)×(4-1)

=(3)×(3) =9

Level of significance at degree of freedom=16.919

oi ei oi-ei oi-ei^2 (oi-ei^2)/ei

2.00 3.33 -1.33 1.78 0.53

3.00
5.33 -2.33 5.44 1.02
4.00
4.27 -0.27 0.07 0.02

7.00
3.07 3.93 15.47 5.04

6.00
5.63 0.38 0.14 0.03

9.00
9.00 0.00 0.00 0.00

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 7.00
7.20 -0.20 0.04 0.01

5.00
5.18 -0.18 0.03 0.01

10.00
7.71 2.29 5.25 0.68

13.00
12.33 0.67 0.44 0.04

10.00
9.87 0.13 0.02 0.00

4.00
7.09 -3.09 9.56 1.35

7.00
8.33 -1.33 1.78 0.21

15.00
13.33 1.67 2.78 0.21

11.00
10.67 0.33 0.11 0.01

7.00
7.67 -0.67 0.44 0.06

total 9.21

TABLE VALUE =16.919

CALCULATED VALUE=9.21

CALCULATED VALUE<TABLE VALUE

CALCULATED VALUE (9.21) IS LESSER THAN THE TABLE VALUE (16.919)

THUS THE NULL HYPOTHESIS IS ACCEPTED THERE IS A SIGNIFICANT

RELATIOSHIP BETWEEN AGE AND DESIGNATION

54
 CHI-SQUARE

HYPOTHESIS TESTING

Calculation weather the Qualification will stimulate the factor to Income of employee.

H0-There is no significant relationship between Qualification and Income.

H1- There is a significant relationship between Qualification and Income.

CONTINGENCY TABLE4.3.1

(Factor influencing Qualification and Income of the respondent)

55
Qualification HS Degre IT Diplom AMI P Tot
C e I a E G al
Income

Below 6 4 8 11 2 1 32
5000
5000- 2 8 5 6 4 3 28
10000
10000- 1 3 4 4 10 8 30
15000
15000- 1 3 4 3 5 3 19
20000
Above2000 - 2 1 1 3 4 11
0
TOTAL 10 20 2 25 24 1 12
2 9 0

Therefore degrees of freedom=(c-1) (k-1)

=(6-1)×(5-1)

=(5)×(4) =20

Level of significance at degree of freedom=31.414

oi Ei oi-ei oi-ei^2 (oi-ei^2)/ei

6 2.67 3.33 11.11 4.17
4 5.33 -1.33 1.78 0.33
8 5.87 2.13 4.55 0.78
11 6.67 4.33 18.78 2.82
2 6.40 -4.40 19.36 3.03
1 5.07 -4.07 16.54 3.26
2 2.33 -0.33 0.11 0.05
8 4.67 3.33 11.11 2.38
5 5.13 -0.13 0.02 0.00
6 5.83 0.17 0.03 0.00
4 5.60 -1.60 2.56 0.46

56
3 4.43 -1.43 2.05 0.46
1 2.50 -1.50 2.25 0.90
3 5.00 -2.00 4.00 0.80
4 5.50 -1.50 2.25 0.41
4 6.25 -2.25 5.06 0.81
10 6.00 4.00 16.00 2.67
8 4.75 3.25 10.56 2.22
1 1.58 -0.58 0.34 0.21
3 3.17 -0.17 0.03 0.01
4 3.48 0.52 0.27 0.08
3 3.96 -0.96 0.92 0.23
5 3.80 1.20 1.44 0.38
3 3.01 -0.01 0.00 0.00
0 0.92 -0.92 0.84 0.92
2 1.83 0.17 0.03 0.02
1 2.02 -1.02 1.03 0.51
1 2.29 -1.29 1.67 0.73
3 2.20 0.80 0.64 0.29
4 1.74 2.26 5.10 2.93
TOTAL 31.85

TABLE VALUE =31.414

CALCULATED VALUE=31.85

CALCULATED VALUE<TABLE VALUE

CALCULATED VALUE (31.85) IS LESSER THAN THE TABLE VALUE

(31.414)

THUS THE NULL HYPOTHESIS IS REJECTED AND ALTERNATIVE HYPOTHESIS IS

ACCEPTED THERE IS NO SIGNIFICANT RELATIOSHIP BETWEEN
QUALIFICATION AND INCOME

57
 CHAPTER V

5.1 FINDINGS

It is observed that the age of the respondents is 21% of the respondents age group is below
25, 33% of the respondent’s age group is 25-35, 27% of the respondent’s age group is 35-45
and 19% of the respondent’s age group is above 45.

It is observed that the gender of the respondents is 67% of the respondents male, 33% of the
respondents is female.

58
It is table it can be observed that the marital status of the respondents is 64% of the
respondents is married, 36% of the respondents is unmarried.

It is be observed that the Designations of the respondents is 23 % of the respondents are

manager, 36% of the respondents are Supervisor , 22% of the respondents are Accountant ,
19 % of the respondents are Other.

It is be observed that the educational qualification 8% of the respondents educational

qualifications HSC, 17% of the respondents are educational qualification is degree, 18% of
the respondents are educational qualification is ITI, 21% of the respondents are educational
qualification is diploma, 20% of the respondents are educational qualification is AMIE
and 16% of the respondents are educational qualification is PG.

It is be observed that the Experience in the field is 31% of the respondents are Less
than 5 years, 29% of the respondents are Experience is 5-10 years, 21% of the respondents
are Experiences 10-15 years, 19% of the respondents are Experience is Above 16 years.

It is observed that the Type of Employment is 32% of the respondents are Permanent
employee, 18% of the respondents are Probationary employee, 23% of the respondents are
Temporary employee, 13% of the respondents are Contract employee and 18 % of the
respondents are others.

It is observed that the monthly income of the respondents is 27% of the respondents
are earn the income is less than 5000,23% of the respondents are earn the income is 5000-
10000, 25% of the respondents are earn the income is 10000-15000, 16% of the respondents
are earn the income is 15000-20000, 9% of the respondents are earn the income is above
20000

It is be observed that the Training period of the respondents is 20% of the

respondents are says that training period is one day, 27% of the respondents are says that
training period is 1-3 day, 28% of the respondents are says that training period is 1 week
25% of the respondents are says that training period is one month

59
 It is observed that the organization operate is 21% of the respondents are says that
Primary Industry e.g. producers of raw materials (Mining, fishing, etc.), 22% of the
respondents are says that Secondary Industry e.g. processors of raw materials, 24% of the
respondents are says that Service, 33% of the respondents are says that Transport.

It is observed that the your organization been using social media for Is majority of 16%
of the respondent are 4-5 years using the social media for our company, 12% of the
respondent are 1-2 years using the social media, 14% of the respondent are 9-12 months
using the social media, 11% of the respondent are above 5 years using the social media

It is observed that the buy only branded products is 42% of the respondents are
says that Yes always, 17% of the respondents are says that never,29% of the respondents are
says that only when quality is important and, 12% of the respondents are says that rarely

It is observed that opinion about price sensitive consumer is 67% of the

respondents are says that yes and 33% of the respondents are says that no.

It is observed that opinion about help build a good brand image is 29% of the
respondents are says that Quality and 19% of the respondents are says that Communication
strategies, 17% of the respondents are says that Competitive pricing, 14% of the respondents
are says that Good value added services, 13% of the respondents are says that Free trails and
discount, 8% of the respondents are says that Others.

It is observed that opinion about brand ambassadors and is investing in them a

good strategy is 28% of the respondents are says that sometimes are may be, 22% of the
respondents are says that no, 30% of the respondents are says that yes, 20% of the
respondents are says that rarely.
It is observed that opinion about are endorsed by your favorite celebrities is 37%
of the respondents are says that yes, 17% of the respondents are says that no, 29% of the
respondents are says that may be, 17% of the respondents are says that cannot say.

It is that opinion about company sponsorships help them build a stronger brand
is 37% of the respondents are says that yes, 17% of the respondents are says that no, 29% of
the respondents are says that may be, 17% of the respondents are says that cannot say.

60
 It is observed that opinion about ranking of the product is 33% of the respondent
are says that they are biased and influenced, 36% of the respondent are says that they are fair
and give a true picture, 31% of the respondent are says that they are not fully reliable.

It is observed that opinion about our products get good word of mouth publicity
is 31% of the respondents are says that yes, 19% of the respondents are says that no, 28% of
the respondents are says that may be, 22% of the respondents are says that cannot say.

It is observed that opinion about products align with the values and beliefs of
peoples 35% of the respondents are says that yes, 20% of the respondents are says that no,
30% of the respondents are says that may be, 23% of the respondents are says that cannot
say.

It is observed that opinion about products provide a sense of self-esteem to you is

23% of the respondents are says that yes , 34% of the respondents are says that no , 21% of
the respondents are says that may be , 22% of the respondents are says that cannot say

It is that opinion about experiment with different brands is 33% of the respondents are
says that yes, 21% of the respondents are says that no, 28% of the respondents are says that
may be, 17% of the respondents are says that cannot say.

It is observed that opinion about You trust our brandies 8% of the respondents are
says that strongly disagree, 13% of the respondents are says that disagree, 17% of the
respondents are says that neither agree or not disagree, 29% of the respondents are says that
agree and 33% of the respondents are says that strongly agree.

It is be observed that opinion about sources of our product brand information is

10% of the respondents are says that Family members and 13% of the respondents are says
that Peers,10% of the respondents are says that TV ads, 21% of the respondents are says that
Point of sales, 22% of the respondents are says that Website, 25% of the respondents are says
that Other.

61
5.2 SUGGESTIONS

 Advertisement is one of the most effective means for communicating with customers.
 If gray grain polymer rubber industry at Madurai concentrates more on ads it will be
able to attract more customers and this will also help the company to withstand
competition in the industry.
 The company will be able to improve its brand awareness and brand identity through
effective marketing communication(advertisements)
 The marketing communication objective of the company if possible should be based
on creating knowledge of the company’s products on the public.
 It is because of the lack of knowledge of the company and its products that, even
though all the respondents have a liking for the company and some of them prefer it to

62
 other companies, only few have developed a conviction to gray grain polymer rubber
industry at Madurai.
 Concentrating more on ethics, integrity, advertisement and efficiency of workforce
would help gray grain polymer rubber industry at Madurai to be the market leader.
 More publications from the part of gray grain polymer rubber industry at Madurai
will attract more
 Customersand also efficient Financial Consultants who are willing to work for thecom
pany.
 The company should attempt to avoid misleading advertisements, hiddencharges,
delay in claim disbursement and long verification procedure.
 Services such as Customer Meet, etc should be encouraged.
 The company has to provide more favorable terms and conditions for achieving
customer satisfaction.
 The firm has to make better contact with prospective customers.

5.3 CONCLUSIONS

63
 Accomplishing this project on brand identity was an excellent and knowledge
gaining experience for me. Despite small sample size for questionnaire this project helped me
to know the view of customer and common people towards the brand identity Three Axis
Pro Plate Pro Industry Pvt @ Karur Brands are now a central feature of consumer
marketing, they are important in building long-term relationships with the consumer,
irrespective of the type of market.

Their importance is now also being recognized in other markets including service and
industrial. Investing in a brand builds consumer confidence and loyalty and allows for brand
stretching. It requires a consistent and long-term strategy. Only a few brands have emerged as
truly global. In conclusion I would say that the brand (Three Axis Pro Plate Pro Industry
Pvt @ Karur habit its brand identity among a relatively large number of people in an around
karur

BIBLIOGRAPHY

64
WEBSITES:-

 www.scribd.com
 www.questionpro.com
 www.google.com
BOOKS:-

 Marketing Research -G.C Beri

 Marketing Management-Philip Kotler
 Marketing Management-V.S Ramaswamy & S. Namakumar

A STUDY ON BRAND IDENTITY OF THREE AIR PLATE PRO INDUSTRY PVT

LIMITED.

65
QUESTIONARIES:

1. Name:

2. Age :

a) Below 25
b) 25-35
c) 35-45
d) Above 45
3. Gender:

a) Male
b) Female
4. Marital status:

a) Married
b) Unmarried
5. Designations:

a) Manager
b) Supervisor
c) Accountant
d) Other
6. Educational:

a) HSC
b) Degree
c) ITI
d) Diploma
e) AMIE
f) PG

7. Experience in the field:

a) Less than 5 years

66
 b) 5-10 years
c) 10-15 years
d) Above 16 years
8. Type of Employment.

a) Permanent
b) Probationary
c) Temporary
d) Contract
e) Others
9. Monthly income:

a) Less Than 5000

b) 5000-10000
c) 10000-15000
d) 15000- 20000
e) Above 20000
10. Training period:

a) One day
b) 1-3 Days
c) 1 Week
d) 1 Month
11. What industry does your organization operate in?

a) Primary Industry e.g. producers of raw materials (Mining, fishing, etc.)

b) Secondary Industry e.g. processors of raw materials (Manufacturing, building etc.)
c) Service
d) Transport

12. How long has your organization been using social media for?

a) 1-3 months

67
 b) 4-8 months
c) 9-12 months
d) 1-2 years
e) 2-3 years
f) 3-4 years
g) 4-5 years
h) 5 years +

13. Do you buy only branded products?

a) Yes always
b) Never
c) Only when quality is important
d) Rarely
14. Are you a price sensitive consumer?

a) Yes
b) No
15. Which of the following, according to you, help build a good brand image?

a) Quality
b) Communication strategies
c) Competitive pricing
d) Good value added services
e) Free trails and discount
f) ) Others
16. Are popular celebrities good brand ambassadors and is investing in them a good strategy?

a) Sometimes, May be
b) No, No
c) Yes, Yes
d) Rarely, Not sure
17. Do you use products because they are most available?

a) Yes
b) No
c) May be
d) Can’t say

18. Do you believe in products that are endorsed by your favourite celebrities?

e) Yes

68
 f) No
g) May be
h) Can’t say
19. Do you think company sponsorships help them build a stronger brand?

a) Yes
b) No
c) May be
d) Can’t say

20. What do you think about rankings of products?

a) They are biased and influenced

b) They are fair and give a true picture
c) They are not fully reliable

21. Do you think our products get good word of mouth publicity?

e) Yes
f) No
g) May be
h) Can’t say
22. Do our products align with the values and beliefs of people?

i) Yes
j) No
k) May be
l) Can’t say
23. Do our products provide a sense of self-esteem to you?

m) Yes
n) No
o) May be
p) Can’t say

24. Do you experiment with different brands?

a) Yes
b) No
c) May be
d) Can’t say
25.You trust our brand

a) Strongly disagree

69
 b) Disagree
c) Neither agree not disagree
d) Agree
e) Strongly Agree

26. What are the sources of our product brand information?

a) Family members
b) Peers
c) TV ads
d) Point of sales
e) Website
f) Other

70