A STUDY ON CONSUMER BEHAVIOUR TOWARDS ANKUR

PLASTIC IN BALASORE
A
Summer Internship Project
Submitted to the
Fakir Mohan University
In partial fulfillment for the award of the Degree of
Master of Business Administration

By
SOUMYA SUNDAR DAS
Roll No. 13201FM182032
Regd. No. 14310/14

Under
The Guidance of
Dr. DEBADUTTA DASH

P.G DEPARTMENT OF BUSINESS MANAGEMENT

FAKIR MOHAN UNIVERSITY
VYASA VIHAR, BALASORE, ODISHA

2019

1
 DECLARATION

I Sri SOUMAY SUNDAR DAS bearing Examination Roll No- 13201FM173010 do hereby
declare that this project report entitled “A STUDY ON CONSUMER BEHAVIOUR
TOWARDS ANKUR PLASTIC IN BALASORE” submitted to P.G Department of
Business Management, Fakir Mohan University in partial fulfillment for the award of the
degree in Master in business administration is an original piece of work done by me and this
has not been submitted for the award of any other degree or diploma elsewhere in part or full.

Place:
Date: SOUMYA SUNDAR DAS
Roll No. 13201FM182032
P.G. Dept. of Business Management
Fakir Mohan University, Balasore

2
 GUIDE CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CONSUMER

BEHAVIOUR TOWARDS ANKUR PLASTIC IN BALASORE MARKET” is a record
of bonafide research work carried out by Sri SOMYA SUNDAR DAS under my guidance.
The project has reached the standard fulfilling the requirements of the regulation relating to
the Degree of Master in business administration and it has not been submitted earlier
anywhere for the award of any degree or diploma.

I wish him all success in future career.

Place:
Date: DR.DEBADUTTA DASH
Research Supervisor
P.G. Dept. of Business Management
Fakir Mohan University, Balasore

Signature of the Head of the Department

3
ACKNOWLEDGEMENT

“Acknowledgement is an art, one can write glib stanzas without meaning a word, and on the
other hand one can make a simple expression of gratitude”

First and foremost, I thank the almighty God for bestowing me with good health and
confidence to complete the project on time. A work is never work of an individual, so I would
like to express my gratitude to all those people who has been supported me for the
completion of this summer internship project report.

I extend my Special gratitude to Prof, PadmalitaRoutray, Head of Department Business

Management Department for giving me this opportunity.

I would like to thank Mr. Satya Narayan Dash “HR manager& Admin. at M/s.
Jagdamba Polymers (P) Ltd.,(ANKUR) Balasore” sir for giving me an opportunity to do
the summer internship program meet JAGDAMBA POLYMERS (P) LTD, and I would
also like to thank my faculty guide Dr. Debadutta Dash sir who provided valuable
suggestions, physical and moral support to me to accomplish my project report.

I also acknowledge with a deep sense of reverence, my gratitude towards my parents and
member of my family, who have always supported me morally as well as economically.
At last but not least gratitude goes to all of my friends who directly or indirectly helped me to
complete this project report.

Place:
Date: (Sri Soumya Sundar Dash)
Roll No. 13201FM182032
P.G. Department of Business Management
Fakir Mohan University, Balasore

4
 CONTENTS
Declaration I
Certificate II
Acknowledgement III
List of Tables IV
List of Figures V
Chapter Particulars Page
No No
I Introduction
1.1 Background of the study
1.2 Statement of the problem
1.3 objective of the study
1.4 Scope of the study
1.5 Sequence of the study
II Company profile
2.1 Introduction
2.2 Organisation background
2.3 Company profile of Ankur
2.4 Vision and Mission of company
2.5 Product description
2.6 Organisational structure
III Conceptual Framework on consumer behaviour

3.1 Introduction to consumer behaviour

3.2 Role of consumer behaviour
3.3 Function of consumer behaviour
3.4 Process of consumer behaviour
3.5 SWOT Analysis of Ankur
IV Research Methodology
4.1 Introduction
4.2 Research Design
4.3 Sources and Methods Of Data Collection
4.4 Period Of The Research
4.5 Tools And Techniques Used In This Report

5
 V Data Analysis and Interpretation

VI Summary of finding
6.1 Introduction
6.2 Finding
6.3 Suggestion
6.4 Conclusion
6.5 Limitation

Annexure
Bibliography

6
 LIST OF TABLES
SRL NO. CONTENTS PAGE NO.

2.1 Profile of the company

2.2 list of ankur plastic product

5.1 User of material handling plastic product

5.2 User prefer plastic product brand

5.3 User of plastic furniture

5.4 Model of plastic product

5.5 Frequency of purchase plastic product

5.6 Basis of purchase plastic product

5.7 Price affecting buying behaviour

5.8 Purchase decision of buying product

5.9 Satisfaction of customer

5.10 User aware about medium

LIST OF GRAPHS/FIGURES
7
SRL NO. CONTENTS PAGE NO.

2.1 Image of the company

2.2 Image of the company product

To
2.8
2.9 Structure of the company

5.1 User of material handling plastic product

5.2 User prefer plastic product brand

5.3 User of plastic furniture

5.4 Model of plastic product

5.5 Frequency of purchase plastic product

5.6 Basis of purchase plastic product

5.7 Price affecting buying behaviour

5.8 Purchase decision of buying product

5.9 Satisfaction of customer

5.10 User aware about medium

8
 CHAPTER-1
INTRODUCTION

1.1 Background of the study

1.2 Statement of the problem

1.3 objective of the study

1.4 Scope of the study

1.5 Sequence of the study

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1.1Background of The study

Plastic has brought immense benefits to the society in a number of ways. A number of
industries have been benefitted by plastic. In actuality, plastic has helped aeronautics
technology take massive steps forward over the past 50 years, including advancements in
satellites, shuttles, aircraft, and missiles. In addition, pharmaceuticals industry, the building
and construction, electronics, packaging, and transportation industries have all benefited
greatly from plastic. Plastic is superior, light, sturdy and economical to produce. There are
numerous benefits of using plastic. It does not decay but it can instead be recycled. Unlike
aluminium cans, plastic bottles can be reused and stored for a longer period of time. The
plastics industry manufactures polymer materials commonly called plastics-and offers
services in plastics important to a range of industries, including packaging, building and
construction, electronics, aerospace, and transportation. It is part of the chemical industry. In
addition, as mineral oil is the major constituent of plastics, it is regarded a part of the
petrochemical industry. Besides plastics production, plastics engineering is an important part
of the industrial sector. The latter field is dominated by engineering plastic as raw material
because of its better mechanical and thermal properties than the more widely used
commodity plastics.
The usage of Plastic have been in all sectors during the last few years. Plastic is now entering
in conductive plastics, which means plastic can be made of conduct electric current. New
efforts and development is going to use conducting polymers as diverse as paper thin
Television, and Sensor for Chemical Weapon Detectors. The new development could propel
the production of light weight, durable, roll up computer monitors. If they could be made
cheaper enough, they can even become our daily newspaper.
Entrepreneurs can think of Blow Moulded Bottles upto 1 ltr. capacity for packaging of
various Pharmaceuticals/ cosmetic products. Similarly they can think of Blow Moulded
Container from 5 ltr. to 220 litr. cap. for packing of oils, chemicals, powder etc.
With the help of heavy duty Injection Moulding Machines, items like Buckets, Chairs/Stools,
Luggage, Moulded Plastic products, Dust Bin etc. could be manufactured. Nay, Electronic
Components, Air tight containers, Automobile, Electrical Household components, etc. can
also be manufactured by smaller type of Injection Moulding Machine.

10
In various part of the world, consumers always tend to choose different kinds of services and
products without having to know much about that product’s specification and the proper
usage of that product. Customers are purchasing advertently different brands which they have
not used before. In many cases, they tend to buy without having much understanding about
that new product. It is very difficult to understand for each customer about the characteristics
of that new product or service and this causes confusion among the buyers for obtaining
information about a new company which has entered into the market in the recent past. Hence
consumers buy products as per there brands preference and loyalty quotient.
1.2 Objective of The study
This study will help to evaluate the present position of Brand ANKUR among the existing
customers. The study eventually helps to identify the vital reason why consumers like
ANKUR PRODUCT, which is the most important feature of ANKUR PLASTIC
PRODUCTS, in which way consumers demand modification on existing models, how much
is the level of customer acceptance. And also is there some kind of apprehension in mind of
existing customers and the reason for their apprehensions.
The purpose of the project is to understand the various key, external and internal
variables which influence various market segments while buying refrigerators.
However the main objectives of the project are:

To get exposed to the practical situations of the business.

 To know how things work practically in corporate.
 To learn to interact with various corporate people.
 To know the effects of brand value of Ankur plastic.
 To know consumer behaviour while purchasing plastic products.
 To make people aware about the new product.
 To know the consumer view regarding service/after sales service.
 To know various strategies used by different companies to attract consumers.
 To know the consumer preferences.
 To analyze the awareness among public about the Ankur’s products.
 To increase the sales of the refrigerators of the brand Ankur.
1.3 Statement of the problem
The purpose of the study is to identify and evaluate the marketing strategy being used by
Ankur polymer (P) ltd in Balasore market in order to help them become more effective in
attracting customer.

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1.4 Scope of The study
This study will give feedback to the company regarding opportunity which comes with such
events for build-up “Marketing strategy” at the same time the analysis will help to company
for its market segmentation. The findings and suggestions on consumer behaviour is to
compete with competitors.

 The scope of study is to know the consumer behaviour as well as the customer
satisfaction of ankur plastic brand products.

 This research study will give ideas to jagdamba polymers (P) Limited to grow in the
future.

 The survey period was for 6-8 weeks.

 The area of operation chosen only in the city Balasore.

1.5 Sequence of The study

The project has been explained under five different chapters.

Those chapters are

 Introduction
 Review of literature and conceptual study
 Research Methodology
 Company profile
 Data Analysis
 Summary and Conclusion

Chapter 1- Deals with back ground of the study, importance and scope of the study, research
problem and sequence of the study.
Chapter 2- Includes introduction, conceptual frame work of the study, review and research
gap etc.
Chapter 3- It deals with the Introduction of research methodology research design, research
objectives, hypothesis of the study, period of study sampling design, sources and methods of
data collection and tools and methods of data analysis etc.
Chapter 4- Deals with the detail information regarding the company like its background,
mission, vision and product range etc.
Chapter 5- includes qualitative and quantitative data analysis
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Chapter 6- Deals with the introduction, summary of the major findings, conclusion,
suggestion and limitation of the study.

CHAPTER -2
COMPANY PROFILE OF ANKUR

2.1 introduction
2.2 organisation background
2.3 company profile
2.4 vision and mission of company
2.5 product description
2.6 organisational structure

13
2.1 INTRODUCTION

Jagdamba Polymers Private Limited, made a modest beginning in 1999, is a pioneer and one
of the largest plastic injection molding facility in the region. The company is an ISO
9001:2008 certified, well known preparer for variety of plastic consumer products. The
products prepared include plastic household, plastic molded furniture products, plastic plastic
products, pet preform and products made to the specification of the customers. The
company’s brand enjoys high brand value among the consumers. We have the credit to be the
pioneer to prepare of these product for the first time in the state of odisha, situated in the
eastern part of India. The range of the products prepared by us and offered in the market are
the widest in its category catering to the need of wide segment of consumers.

The company is growing at a faster rate by expanding capacity, installing latest machinery
and equipment, introducing new products to become the largest facility in the region to
prepare wide variety of molded products. The products are prepared in our highly productive,
energy efficient & microprocessor controlled machines supported by highly qualified
technical team. We have a strong research and development support and testing equipment.
We can also prepare products as per customer’s specification and design. Our experience for
such products includes television cabinets, abs plastic bobbins for jelly filled and optic fiber
cable preparers of different sizes ranging from 400 to 630 mm dia, components for coolers
(air-conditioner) and many other such products.

Expansion of manufacturing capacity and development of range of products are an ongoing

process, whereby new products are introduced in attractive designs and colors on the basis of
market research and demand. In the near future, we have plans to prepare wide range of blow
molded and thermo-ware products. We are a developing and progressive company and strive
to grow faster. We believe in our mission and integrate them in our business practice. We
have been honored with national awards for outstanding entrepreneurship (twice) and for
energy conservation, which reflects our commitment towards our enterprise.

2.2 ORGANISATION BACKGROUND

Jagdamba Polymers (P) Limited, a leading preparer and reliable source for innovative, cost
effective and high quality plastic household, plastic molded furniture, plastic products, pet
preform and other plastic injection molded products. Established in 1999, the company has
most modern, microprocessor controlled plant & machinery backed by strong technical team
to deliver the best quality products. The company is an iso 9001:2008 certified company.

14
With our experience of over 15 years in the field, beside our standard range of products. We
are capable to developed, prepare and supply product of specific design or specification and
deliver on schedule at most competitive price. We aim to provide one stop solution to our
customers for their requirement of plastic household and furniture and other injection molded
products. We have wide experience to process varieties of plastic materials such as abs, ps ,
pp, pe, etc We are practicing modern productivity tools such as 5s, kizen etc. And are on our
path to acquire tpm certification in the near future.

The brand enjoys strong value, confidence, support and recognition among our customers.
The large range of products is quite comprehensive, which normally meets the requirement of
most of the buyers in these segments. We have established a new factory to prepare pet
preforms exclusively, for which most advanced husky machines have been installed. We are
located at
Balasore, a city in the state of odisha in the eastern part of India. The nearest international
airport is Kolkata & Bhubaneswar & sea port is Kolkata &Haldia..

2.2.1Objective of the company

Jagdamba Polymers (P) Limited is Asia s largest plastic processor of moulded
products. We make products that have changed the very nature of the good transportation and
furniture industry in this region.The overall objective of the project is to reduce plastic in
waste streams saving non-renewable resources and enabling carbon neutral energy production
from waste.

More specifically, the project aims at:

• Identifying the main challenges and barriers for reducing plastic waste in mixed waste
and residual waste streams, hereby stimulating prevention and recycling of plastic waste

• Promoting recycling of plastic polymers as a substitute for virgin plastic

• Diverting waste plastic from the residual waste going to incineration (creating a
carbon neutral energy source) and landfill.

An important feature of the Plastic Zero project is to set up cooperative forums involving
public and private stakeholders, by bringing stakeholders together with shared responsibility.
The forums and networks will identify and analyses relevant interfaces between the partners
in the value chain, and provide the necessary production technology, infrastructure, physical
planning, information, waste services, and technologies for reprocessing. By involving all
stakeholders in the value chain there will be an opportunity to rethink product design through
cradle-to-cradle methods.

15
 2.2.2 Consumer Phenomena

The manufacturing planners have been proved to be successful in understanding the

psychological needs of consumers. Thereby they have earned goodwill in the competitive
market. Ankur plastic brand products enjoy top priority in consumer preferences. The
manufacturing perfect ness coupled with the durability of finished products has made the firm
unequalled and peerless in the field of plastic product. From the market survey in the various
places in Orissa it is came to my notice that consumer prefer most Ankur plastic brand
product. Jagdamba Polymers (P) Ltd .is slightly more than other products in comparison to
quality, durability and service.

The factors that is responsible for the success of

concern are as follows:-
(i) Good strategy.
(ii) Good marketing information system.
(iii) Dedicated workers.
(iv) Excellent implementation.

2.3 COMPANY PROFILE

A. INTRODUCTION:

Jagdamba Polymers Pvt. Ltd., a leading manufacturer and reliable source for innovation,
cost effective and high quality plastic household, plastic molded furniture, plastic products,
pet perform and other plastic injection molded products. Established in 1999,the company
has most modern, microprocessor controlled plant & machinery backed by strong technical
team to deliver the quality products . the company is an ISO 9001:2008 certified company.

Plastic molded household items, plastic molded household products, plastic buckets, plastic
mugs, plastic jugs, plastic tubs, plastic basins, buckets, mugs, tubs, basins, jugs, plastic
molded furniture, plastic molded furniture products, plastic molded kitchenware products,
injection molded.

Jagdamba Polymers Private Limited is a Private incorporated on 30 December 1992. It is

classified as Non-govtcompany and is registered at Registrar of Companies, Cuttack. Its
authorized share capital is Rs. 35,000,000 and its paid up capital is Rs. 32,786,200.It is
involved in Manufacture of basic chemicals

Jagdamba Polymers Private Limited's Annual General Meeting (AGM) was last held on 30
September 2017 and as per records from Ministry of Corporate Affairs (MCA), its balance
sheet was last filed on 31 March 2017.

16
Directors of Jagdamba Polymers Private Limited are Chandra PrakashBhartia and Hitesh
Kumar Agarwal.

B. REGISTERED OFFICE:

JAGDAMBA POLYMERS PRIVATE LIMITED

25, Ganeshwarpur Industrial Estate, Balasore, Odisha, 756019, India
Mr. C. P. Bhartia
Mr. Dilip R. Mahapatra
Mr. S. N. Dwivedi
Mobile - +917259624093
Email ID: info@jagdambapolymers.co.in

C. FACTORY LOCATION:

Factory is located at Balasore in the state of Orissa in Eastern India. It is about 200km away
from state capital Bhubaneswar, adjacent to NH-5 and on the Rail line connecting Chennai to
Howrah. Balasore is about 230km away from Kolkata towards North on Rail.

(figure no 2.1 ,
sources-company
website)

Ankur Polymers Private Limited Profile

17
 u25200or2011ptc013880
Corporate Identification
Number
Company name Ankur Polymers Private Limited

Year of Foundation 2011

Registrar of Companies RoC-Cuttack

Registration number
013880
Line of Business

Parent Line of Business Manufacture of plastic products

Top Line of Business Manufacture of plastic products

principal business activity Manufacturing (Metals & Chemicals, and products

thereof)

Company Category Company Limited by Shares

Company Sub Category Indian Non-Government Company

Class of Company Private

Office Address 25, GANESWARPUR INDUSTRIAL ESTATE

JANUGANJ BALASORE Orissa INDIA 756019

State Odisha

Authorized capital (in Rs.) 1000000

Paid up capital (in Rs.)

100000
Date of Incorporation
07/11/2011
Company Status (for e filing)
ACTIVE
(table no-2.1, sources-company website)

2.4 VISION AND MISSION OF COMPANY

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To be amongst the most admired and most trusted integrated utility companies in the world,

delivering reliable and quality products and services to all customers at competitive costs,
with Inter-national standards of customer care – thereby creating superior value for all
stakeholders. expectations, make the company a respected household name.

 To work with vigor, dedication and innovation, towards achieving the ultimate
goal of total customer satisfaction.
 To consistently achieve high growth with the highest levels of productivity.
 To be a technology driven, efficient and financially sound organization.
 To be a responsible corporate citizen, nurturing human values and concern for
society the environment and above all, people.
 To contribute towards community development and nation building.
 interactions and dealing
 To promote a work culture that fosters in. overcome challenges and attain
goals individual growth, team spirit and creativity to the company.
 To encourage ideas, talent and value systems.
 To uphold the guiding principles of trust, integrity and transparency in all
aspects of

2.6 PRODUCT DESCRIPTION

 The leading manufacturer and supplier of superior quality designer moulded plastic
furniture.
 Ankur Furniture is considered the pioneer of lacquered and upholstered moulded
plastic furniture in India.
 With the widest range of products, Ankur is One of the most favoured moulded
plastic furniture Brand from India
 Ankur offers a large gamut of products in various categories eg upholstered, Premium
monoblock chairs, Monoblock chairs, Armless chairs, Centre tables & trolley, Dining
tables, Baby chairs, Stools etc.
 With superior technology & state of art manufacturing facility Supreme ensures
quality products for its users.
 Ankur Furniture is the most liked brand for home usage, office usage as well as
commercial usage like restaurants, hospitals parlours, shops, public places etc.
 Ankur Furniture uses 100% virgin polymers and computerized designer art moulds to
produce over one million pieces of modern plastic furniture every month.

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Product details;
Plastic Chair
Being a client-centric organization, we are engaged in manufacturing, trading, exporting and
supplying a wide range of Plastic Chair. The chair provided by us is highly demanded in the
market due to its elegant look and light weight features. A team of our skilled professionals
designed and manufactured this chair using the high-grade plastic and the ultra modern
technology in conformity with the industry set norms. Additionally, it is suitable for indoor
and outdoor use.

Features:

 Portable
 Attractive design
 Crack resistance

(figure no-2.2,sources-company website)

Plastic Shower Stools.

Our esteemed clients avail from us a quality tested range of Plastic Shower Stools.
These Plastic Shower Stools are highly demanded by the clients for their accurate
dimensions and reliability. A pool of skilled team manufactures these Plastic Shower
Stools under expert supervision in order to offer a quality approved range. Besides,
our Plastic Shower Stools are household products, available at industry leading prices.

Features:
 Reliable
 Various sizes
 Affordable price

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 (fig no-2.3,sources-company website)

Ankur Plastic Bucket And Mug 

Overview
Ankur brings the best pair of blue coloured plastic bucket and mug which helps you during bathing
or loading water. The high-quality plastic prevents the cracking and seepage of water even on
prolonged exposure to the sun. The attractive coloured of pair of bucket and mug is ideal for your
funky bathroom. You can buy Ankur Combo of Blue Plastic Bucket and Mug Set of 2 from market at
a reasonable price.

Superior Quality
Ankur Combo of Blue Plastic Bucket and Mug Set of 2 is made up first class virgin plastic which
makes it durable and light-weight. The strong bucket does not break down or gets disfigured when
loaded with water.

Attractive Looks
The attractive combo of plastic bucket and mug will add charm to your bathroom. The lightweight
bucket can be easily lifted by anyone due to ergonomically designed handle.

Cost Effective
The cheap combo of plastic bucket and mug is cost effective. You can buy this beautiful pair of
bucket and mug from the market or different shopping sites.

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 (fig no-2.4, sources-company website)

Ankur water bottle

A versatile and virtually liquid-tight KennPlus PP Bottle that makes storing cold beverages at
home or outdoors easy. Ergonomically-designed, lightweight and compact. Ideal to carry to
office, gym, and school with its stunning looks, this fridge bottles from the house of 'Ankur'.

Key Features

 Narrow mouth elegant design makes it easy pour

 Easy to hold and carry
 Leaf Proof, Break Proof and Odourless
 Crystal Clear
 Freezer Safe, Hygienic
 Ideal size for Fridge
 Fits in Side of Bag Pocket
 Colour : Pink, Orange, Blue and Green
 Cap. : 1000 ml

22
 (fig no-2.5,sources-company website)

cross leg dining table

We are specialized in offering our valued clients a qualitative range of Cross Leg Dining
Table that is widely demanded in both residential and commercial sectors. This Plastic
Folding Dining Table is fabricated as per the latest market trends by skilled team of
professionals using high grade base material by our reliable vendor. Available in different
colours, designs and prints, clients can also avail this table in various specifications.

Features:

 Compact design

 Sturdy construction

 Rust resistance
`

(fig no-2.6,sources-company website)

Ankurdecora
Strong and Durable Ankur Plastic Multipurpose Tray Decora, Multipurpose storage shelves
organizer and stores household, kitchen and bathroom items.
Key Features

 Made from virgin plastic, durable and long lasting.

 Light weight and compact.
 Washable, portable 3 rack trolley.

23
  Simple join the connecting plastic parts and set up.
 Easy to set and easy to dismantle.

(fig no- 2.7,sources-company website)

List of other ankur plastic product

Furniture Chair, kid range, stool, central table, dining table, fridge stand

Houseware Home utility, bottles, drum, kidsware, kitcken(jog, container,

decora), waste management(dustbin) , gardenware(planter),
clothes hanger, crates, bathware

PET preform Mineral Water Bottles, Juice Bottles, and Carbonated Soft drink
bottles

insulated thermoware Insulated casserole(SOVARY), insulated bottle(FLOW PLUS

750,EEVA, FLOW750), insulated
jug(GLACIER,LAVISH750/1200/1500)

24
(table no- 2.2,sources-company website)

(fig no- 2.8,sources-company website)

25
2.6 ORGANISATIONAL STRUCTURE

Organizational structure, which is paramedical in nature, is not static. It is subject to change

from time to time in the light of the environment obtaining within or without the situation of
the change in the enterprise and growth as well.

According to organizational effectiveness Jagdamba Polymers (P) Ltd .has its own
organizational structures as depicted below in the form of chart:

G
N
I
T
E
K
R
A
F
M
C &
A
I
E
M
C
&
O
R L
E
D
P
T
R
A
M
N T
A
C
O
T
N
U S

(fig no- 2.9,sources-collected from company)

26
 CHAPTER-3
Conceptual Framework on Consumer Behaviour
3.1 introduction to consumer behaviour

3.2 role of consumer behaviour

3.3 function of consumer behaviour

3.4 process of consumer behaviour

3.5 swot analysis of ankur

27
3.1INTRODUCTION TO CONSUMER BEHAVIOUR

As a consumer we are all unique and this uniqueness is reflected in the consumption
pattern and the process of purchase. The study of consumer behaviour provides us
with reasonswhy consumers differ from one another in buying using products and
services.We receive stimuli from the environment and the specifies of the marketing
strategies of different products and services, and responds to the stimuli in terms of
either buying or not buying product.In between the stage of receiving the stimuli and
responding to it, the consumer goes through the process of making his decision.

Introduction to Consumer Behaviour in Marketing

The study of consumer behaviour (CB) is very important to the marketers because it
enables them to understand and predict buying behaviour of consumers in the
marketplace; it is concerned not only with what consumers buy, but also with why
they buy it, when and where and how they buy it, and how often they buy it, and also
how they consume it & dispose it.According to Professor Theodore Levitt of the
Harvard Business School, the study of Consumer Behaviour is one of the most
important in business education, because the purpose of a business is to create and
keep customers.

Customers are created and maintained through marketing strategies. And the quality
of marketing strategies depends on knowing, serving, and influencing consumers. In
other words, the success of a business is to achieve organisational objectives, which
can be done by the above two methods. This suggests that the knowledge &
information about consumers is critical for developing successful marketing
strategies because it challenges the marketers to think about and analyse the
relationship between the consumers & marketers, and the consumer behaviour& the
marketing strategy.

28
Consumer Behaviour Meaning and Definition

The term consumer behavior is defined as the behavior that consumer display in
searching for purchasing, using, evaluating and disposing of product and services
that they expect will satisfy their needs. Consumer behavior focuses on how
individuals make decisions to spend their available resources (time, money, effort)
on consumption related items. This includes what they buy, why they buy it, when
they buy it, where they buy it, how often they buy it, how often they use it, how they
evaluate it after the purchase and the impact of such evaluation on future, and how
they dispose of it.

submarkets. These segments are homogeneous within [i.e. people in the segment are similar
to each other in their attitudes about certain variables]. Because of this intra group similarity,
they are likely to respond somewhat similarly to a given marketing strategy. That is, they are
likely to have similar feeling and ideas about a marketing mix comprised of a given product
or service, sold at a given price, distributed in a certain way and promoted in a certain way.

Market segmentation is widely defined as being a complex process consisting in two main
phases:-identification of broad, large markets – senmentation of these markets in order to
select the most appropriate target markets and develop marketing mixes accordingly.

Everyone within the marketing world knows and speaks of segmentation yet not many truly
understand its underlying mechanics, thus failure is just around the corner. Because it has
been documented that most marketers fails the segmentation exam and start with a narrow
mind and a bunch of misconceptions such as “all teenagers are rebels”, “all elderly women
buy the same cosmetic brands” and so on. There are many dimensions to be considered and
uncovering them is certainly an exercise of creativity.

Identify and name the broad market

The company have to figured out by this moment what broad market its business aims at. If
the company is already on a market, this can be a starting point more options are available for
a new business but resources would normally be a little limited.

29
The biggest challenge is to find the right balance for business; use experience, knowledge and
common sense to estimate if the market to have just identified earlier is not too narrow or too
broad.

Identify and make an inventory of potential customers’ needs

This step pushes the creativity challenge even farther, since it can be compared to a
brainstorming session.

What have to figure out is what needs the consumers from the broad market identified earlier
might have. The more possible needs can come up with, the better.

Got stuck in this stage of segmentation? Try to put into the shoes of potential customers; why
would they buy the product, what could possibly trigger a buying decision? Answering these
questions can help the company list most needs of potential customers on a given product
market.

Formulate narrower markets

Try to form sub markets around what the co. Would call that’s “typical customer”, then
aggregate similar people into this segment, on the condition to be able to satisfy their needs
using the same Marketing mix. Start building a column with dimensions of the major need
you try to cover: this will make it easier for the co. to decide if a given person should be
included in the first segment or the co. should form a new segment. Also create a list of
people related features, demographics included, for each narrow market the co. form a further
step will ask to name them.

There is no exact formula on how to form narrow markets use best judgement and
experience. Do not avoid asking opinions even from non-marketing professionals, as
different people can have different opinions and the co. can usually count on at least those
items most people agree on.

30
In another words, consumer behavior can be define as the behaviour of individuals in
regards to acquiring, using, and disposing of products,services, ideas or experiences.
Consumer behavior also includes the acquisition and use of information. Thus,
communication with consumers and receiving feedback for them is a crucial part of
consumer behavior which is of great interest to marketer.

Far too often, retailers think that consumer buying is randomized. That certain products
appeal to certain customers and that a purchase either happens or it doesn’t. They approach
product and service marketing in the same way, based on trial and error. What if there were a

31
distinctive set of steps that most consumers went through before deciding whether to make a
purchase or not? What if there was a scientific method for determining what goes into the
buying process that could make marketing to a target audience more than a shot in the dark?

The good news? It does exist. The actual purchase is just one step. In fact, there are six stages
to the consumer buying process, and as a marketer, you can market to them effectively.

1.Problem Recognition

Put simply, before a purchase can ever take place, the customer must have a reason to believe
that what they want, where they want to be or how they perceive themselves or a situation is
different from where they actually are. The desire is different from the reality – this presents
a problem for the customer.

However, for the marketer, this creates an opportunity. By taking the time to “create a
problem” for the customer, whether they recognize that it exists already or not, you’re
starting the buying process. To do this, start with content marketing. Share facts and
testimonials of what your product or service can provide. Ask questions to pull the potential
customer into the buying process. Doing this helps a potential customer realize that they have
a need that should be solved.

2. Information Search

Once a problem is recognized, the customer search process begins. They know there is an
issue and they’re looking for a solution. If it’s a new makeup foundation, they look for
foundation; if it’s a new refrigerator with all the newest technology thrown in, they start
looking at refrigerators – it’s fairly straight forward.

32
As a marketer, the best way to market to this need is to establish your brand or the brand of
your clients as an industry leader or expert in a specific field. Methods to consider include
becoming a Google Trusted Store or by advertising partnerships and sponsors prominently on
all web materials and collaterals.

Becoming a Google Trusted Store, like CJ Pony Parts – a leading dealer of Ford Mustang
parts – allows you to increase search rankings and to provide a sense of customer security by
displaying your status on your website.

Increasing your credibility markets to the information search process by keeps you in front of
the customer and ahead of the competition.

3. Evaluation of Alternatives

Just because you stand out among the competition doesn’t mean a customer will absolutely
purchase your product or service. In fact, now more than ever, customers want to be sure
they’ve done thorough research prior to making a purchase. Because of this, even though they
may be sure of what they want, they’ll still want to compare other options to ensure their
decision is the right one.

Marketing to this couldn’t be easier. Keep them on your site for the evaluation of alternatives
stage. Leading insurance provider Geico allows customers to compare rates with other
insurance providers all under their own website – even if the competition can offer a cheaper
price. This not only simplifies the process, it establishes a trusting customer relationship,
especially during the evaluation of alternatives stage.

33
Recommended for You

Webcast, September 17th: 10X Growth & Relationships with Community Building

4. Purchase Decision

Somewhat surprisingly, the purchase decision falls near the middle of the six stages of the
consumer buying process. At this point, the customer has explored multiple options, they
understand pricing and payment options and they are deciding whether to move forward with
the purchase or not. That’s right, at this point they could still decide to walk away.

This means it’s time to step up the game in the marketing process by providing a sense of
security while reminding customers of why they wanted to make the purchase in the first
time. At this stage, giving as much information relating to the need that was created in step
one along with why your brand, is the best provider to fulfill this need is essential.

If a customer walks away from the purchase, this is the time to bring them back. Retargeting
or simple email reminders that speak to the need for the product in question can enforce the
purchase decision, even if the opportunity seems lost. Step four is by far the most important
one in the consumer buying process. This is where profits are either made or lost.

5. Purchase

34
A need has been created, research has been completed and the customer has decided to make
a purchase. All the stages that lead to a conversion have been finished. However, this doesn’t
mean it’s a sure thing. A consumer could still be lost. Marketing is just as important during
this stage as during the previous.

Marketing to this stage is straightforward: keep it simple. Test your brand’s purchase process
online. Is it complicated? Are there too many steps? Is the load time too slow? Can a
purchase be completed just as simply on a mobile device as on a desktop computer? Ask
these critical questions and make adjustments. If the purchase process is too difficult,
customers, and therefore revenue, can be easily lost.

6. Post-Purchase Evaluation

Just because a purchase has been made, the process has not ended. In fact, revenues and
customer loyalty can be easily lost. After a purchase is made, it’s inevitable that the customer
must decide whether they are satisfied with the decision that was made or not. They evaluate.

If a customer feels as though an incorrect decision was made, a return could take place. This
can be mitigated by identifying the source of dissonance, and offering an exchange that is
simple and straightforward. However, even if the customer is satisfied with his or her
decision to make the purchase, whether a future purchase is made from your brand is still in
question. Because of this, sending follow-up surveys and emails that thank the customer for
making a purchase are critical.

Take the time to understand the six stages of the consumer buying process. Doing this
ensures that your marketing strategy addresses each stage and leads to higher conversions and
long-term customer loyalty.

35
3.5SWOT ANALYSISOF ANKUR

Strength
 Reputated brand image of ankur plastic.
 Quality of ankur plastic products.
 Durability of ankur plastic products.
 Strength of ankur plastic products.
 Reliability of brand name.
 Research and development and innovation about the new model, colours and its uses.
 Wide range of model, satisfying customer need.
 Innovative model and colours of ankur plastic products.
 Effective and efficient management and workforce.
 Extensive market research through research agent.
 Long lasting goodwill of the company.
 It has well qualified staff with proper attention towards the need of the customer.

Weakness

 Ankur chairs have high prices as compared its competitors (prince &supreme)
 Ankur concentrates only big users of chairs and chairs and miner concentrates less
user of chair &chairs.
 Ankur is not able to properly communicate its various models,new innovation and its
uses to the customer.
 Distribution channel of ankur plastic is weak in comparison to its competitors.
 They do not have market share in family segment.
 Peoples are not much aware about its all products.
 Ankur plastic does not provide proper sales promotion schemes.

Opportunity
 Superiority in field of plastic chair market.

36
  Capturing the foreign market.
 Special table and stand for computer system &television etc can be manufactured.
 Small trolley can be manufactured for home and departmental store.
 Ankur can manufacture holding chairs in order to save floor space when not in use.
 New opportunity are arising due industrialization and globalization.

Threat
 The competitors of ankur mainly prince &nilkamal can tend to eat into the market
share of ankur with their much lower rate.
 According to some plastic furniture user their quality is also comparable to the ankur
plastic products.
 In such scenario, ankur will have to reduce the price of its product otherwise it might
lose its precious customers to its competitors.

CHAPTER-4
RESEARCH METHODOLOGY

37
4.1 Introduction

4.2 Research design

4.3 Sources and Methods of Data Collection

4.4 Period of the Research

4.5 Tools and Techniques used In this report

4.1 INTRODUCTION

When it is to talk about survey it passes through several stages. Hence a separate
methodology is selected. A research is a blue print combination of some specific methods and
procedures of investigations. The information needed to solve the problem. It is an
arrangement of essential conditions for collection and analysis of data in form. This study is a
descriptive and exploratory one. In this study the purpose of exploratory research process is
a progressive narrowing of the scope of research topic and a transformation of the
discovered problem into a defined ones incorporation specific research objectives.

38
 4.2 RESEARCH DESIGN

Research design consists of the following factors:

1. Sample design
2. Observational design
3. Statistical design
4. Operational design

1. Sample Design
Under sample design there are three important elements:
a) Sample unit
b) Sample size
c) Sample method
a. Sample unit
Here I have taken the sample from the various potential customers ofBalasore city.
B. Sample size
I have surveyed hundred [100] potential customers of Ankur plastic of Balasore city.
c. Sample method
I have used random sampling to select the respondents.
2. Observational design
Many more times when I have interacted with the potential customers regarding our subjects
then I found various psychological types like their attitude, interest and initiation and also
their behavior regarding ankur product purchase.
These data or samples have given a strong frame to prepare the research report.
3. Statistical design
Under this design I have used ratio and percentage method to prepare a research report, after
each objective I have analyzed through.
4. Operational design
Under this design various systematic aspects I have been taken into consideration to prepare
my report.
It is nothing but a plan to guide the whole research activity that how operate systematically.

4.3 SOURCES AND METHODS OF DATA COLLECTION

39
The tank of data collection begins out after a research problem has been defined and research
design is chalked out. Without a correct data a careful analysis is not possible. There are two
types of data collected.

(1) Primary data

(2) Secondary data

(1) Primary data collection methods

Looking into the objectives and information needs the data are collected through direct
interaction and face-to-face interview.

Hence only random sampling through questionnaire collected the primary data from
Balasore town.

The first method is the Questionnaire method through which required data can be
collected primarily.

The question in the questionnaire is of different form:

 Multiple-choice question
 Dichotomous question
 Open-end question etc.

Another method is the Interview method through which essential data can also
be collected primarily.

(2) Secondary data collection methods

Like Primary data collection methods, there are basically two types of sources
through which data is also collected such as..

i) Published sources
ii) Unpublished sources

But actually data are collected here for my research works are

a. Newspapers
b. Periodicals.
c. Research papers.
d. Markets reports.
e. Reports of Companies.
4.4 PERIOD OF THE RESEARCH

40
        The study was conducted for 1 month at JAGADAMBA POLYMER PVT
LTD,BALASORE and data was collected from (21.05.2018 to 30.06.2018).

4.5 TOOLS AND TECHNIQUES

Simple tools of analysis like percentage, average and weighted averages were used for data
analysis and interpretation. Graphical tools such as pie charts and bar graph were used for
presentation of data. Suitable rating scales and ranking method were utilized for the purpose
of study. Cross tabulator analysis was also carried out to identity relationship between
important variables.

41
 CHAPTER- 5

DATA ANALYSIS AND INTERPRITATION

The following paragraph deals with the analysis and interpretation of data collected from
Ankur polymer pvt ltd.

(1)do you use material handlingplastic products?

Response No. Of respondents Percentage(%)

Yes 64 64
No 36 36
(table.no- 5.1,sources- compiled by researcher)

GRAPH

42
 64 64
70

60

50
36 36
40

30

20

10

0
no. of respodant percentage(%)

yes Column1

(figure no-5.1)

Interpretation

the given chart and table show the no. Of respondents who use material handeling plastics
plastic products.

It was found that 64% of the respondents like to use materials handeling plastics plastic
products and 36% of respondents do not like to use plastics plastic products.

Those respondents who not using material handelingplastic products are using metal box,
wooden box, plastic tray, jute &plastic bags and etc.

(2) which brand of plastic products do you prefer?

Name of the company No. Of user Percentage(%)

Ankur 43 43
Prince 30 30
Nilkamal 16 16
Supreme 4 4
Other 7 7
(table no-5.2,sources-compiled by researcher)

GRAPH

43
 50

45

40

35

30

25 no. of user
percentage(%)
20

15

10

0
ankur prince nilkamal supreme other

(Figure No-5.2,sources-compiled by researcher)

Interpretation:

The given table and charts shows the brand preference of respondents in plastic plastic
products.

It was found that 43% of total respondents prefer ankur brand which is at the top and the
second preference of respondents is prince with 30% and third nilkamal with 16%.

(3) How many plastic furnitures do you use?

Response No. Of respondents Percentage%

Less than 100 81 81
Between 100-500 5 5
More than 500 14 14
(table no-5.3,sources-compiled by researcher)

GRAPH

44
 90

80

70

60

50
no. of respondents
40 percentage(%)

30

20

10

0
less than 100 between 100- more than 500
500

(figure no-5.3,sources-compiled by researcher)

Interpretation:

The given table & charts shows that the total no. Of plastic products used by respondents.

It was found that our 81% respondents majority of them are using less than 100 plastic
furnitures, 5% of them use between 100 to 500 plastic furnitures and 14% of them use more
than 500plastic furnitures. Thus the majority of fever users are more than the more users in
the city of balasore.

(4) Which model of plastic products do you use?

Responses No. Of respondents Percentage(%)

Jumbo 25 25
Multi purpose 48 51
FPO plastic products 7 7
Ice boxes 11 14
Bottling plastic products 10 10
(table no-5.4,sources-compiled by researcher)

GRAPH

45
 50
45
40
35
30
25
20 no. of respondents
percentage(%)
15
10
5
0
jumbo
multi
purpose FPO crates
ice boxes
bottling
crates

(figure no.-5.4,sources-compiled by researcher)

Interpretation
The given table and charts shows the percentage of a various model of plastic products use
by the respondent.

If was found that majority of respondent is 48% of the total respondent prefer
multipurpose plastic products. The second position goes to jumbo plastic products
with25%. Third position goes for ice boxes with 11%. Forth position goes for bottling plastic
products with 10% .thus it is clear that majority of user prefer jumbo and multipurpose
plastic products.

(5) What is the frequency of your purpose?

Response No. Of respondents Percentage(%)

Monthly 0 00
Quarterly 0 0
Half yearly 0 0
Yearly 100 100
(table no-5.5,sources-compiled by researcher)

GRAPH

46
 250

200

150

prcentage(%)
no. of respondents
100

50

0
monthly quaterly half yearly yearly

(figure no-5.5,sources-compiled by researcher)

Interpretation:
The given table and charts shows how frequently the respondent purchase the plastic
products

It was found that plastic products out of 100% respondent majority of them prefer yearly
purchase of plastic products .none of the total respondent purchases the plastic products
monthly or quarterly and half yearly.

(6) On what basis do you purchase the plastic products?

Responses No. Of respondents Percentage(%)

Brand image 13 13
Quality 35 35
Price 47 47
Others 5 5
(table no-5.6,sources-compiled by researcher)

47
GRAPH

50

45

40

35

30

25 no. of respondent
percentage(%)
20

15

10

0
brand image quality price others

(figure no-5.6,sources-compiled by researcher)

Interpretation-
The given table and charts shows the basis for the purpose the plastic products.

It was found that majority of people is 47% prefer price based purpose plastic products. The
second basis goes for quality with 35% and third 13% and 5% is brand image and other
basis purpose of plastic products.

(7) Does price affects your buying behaviour?

Response No. Of respondents Percentage(%)

Yes 100 100
No 0 0
(table no-5.7,sources-compiled by researcher)

GRAPH

48
 200
180
160
140
120 percentage(%)
100 no. of respondent

80
60
40
20
0
yes no

(figure no-5.7,sources-compiled by researcher)

Interpretation-
The given table and chart shows the effect of price of plastic products on buying behaviour of
customer.

It was found the outcome was a single response. Among 100% of respondents majority of
them supported that the price of the plastic products has an effect buying behaviour.

(8) Who take the purchase decision of plastic products?

Response No. Of respondent Percentage(%)

Owner 72 72
Manager 23 23
Store incharge 3 3
Other 2 2
(table no-5.8,sources-compiled by researcher)

GRAPH

49
 80

70

60

50

40 no. of respondent
percentage(%)
30

20

10

0
owner manager store incharge others

(figure no-5.8,sources-compiled by researcher)

Interpretation
The given table and chart shows the person who take the purchase decision for plastic
products.

It was found that majority of times 73% of total respondent says that owner of the enterprise
takes the purchase decision for plastic products. 23% respondents sat that manager of the
enterprise takes purchase decision for plastic products 3% of total respondents say that store
incharge take the purchase decision for plastic products. 2% says that other person take the
purchase decision.

(9) Are you satisfied with plastic products?

Response No. Of respondent Percentage(%)

Yes 71 71
No 29 29
(table no-5.9,sources-compiled by researcher)

GRAPH

50
 100%
90%
80%
70%
60% no
yes
50%
40%
30%
20%
10%
0%
no. of respondent percentage(%)

(figure no-5.9,sources-compiled by researcher)

Interpretation
The given table and chart shows that the satisfaction level of the customer with performance
of plastic products.

It was found that the majority of the respondent is satisfied with the performance of their
plastic products. While only 29% of the customer were not satisfied whit the performance of
their plastic products.

(10) From which medium you aware about the plastic products?

Response No. Of respondent Percentage(%)

By distribution 16 16
By agent of company 26 27
By friend 58 58
Advertisement 0 0
(table no-5.10,sources-compiled by researcher)

GRAPH

51
 70

60

50

40

no. of percentage
30
percentage(%)

20

10

0
by distribution by agent of by friend advertising
company

(figure no-5.10,sources-compiled by researcher)

Interpretation
The given table and chart shows the sources of awareness of consumer of consumer about the
plastic products.

It was found that 56% of total respondent get aware about the different model of plastic
products through friends, 26% of them get aware through agent of the company and 16%
aware by distributor

Advertisement of plastic products does not exist in the market that is why they not play any
role of aware people. Thus there is more need of advertisement of plastic products and bins .

(11) Should companyfocus on distribution channel of ankur plastic?

Response No. Of respondent Percentage(%)

Yes 100 100
No 0 0
(table no-5.11,sources-compiled by researcher)

GRAPH

52
 100
90
80
70
60
yes
50 no
40
30
20
10
0
no. of respondent percentage(%)

(figure no-5.11,sources-compiled by researcher)

Interpretation
The given table and chart shows the need of advertisement and sales promotion skim for the
plastic products.

It was found that the majority of 100% respondent are agreeing that is need of more
advertisement and sales promotion scheme for plastic products .

53
 CHAPTER-6
SUMMARY AND CONCLUSION
6.1 Introduction

6.2 Finding

6.3 Suggestion

6.4 Conclusion

6.5 Limitation

6.1 introduction
From the market survey it is found that Jagdamba Polymers (P) Ltd has market leader in
manufacturing and selling of plastic furniture in Orissa market. The Quality of Ankur plastic
Product is excellent. The performance of the company is almost good. As a market survey of
plastic products among Dealers and Customers held by Jagdamba Polymers (P) Ltd through
me, the strength and weakness are found by analysis.

54
6.2 finding

Majority of users of plastic products i.e 43% of total user prefer ankur plastic brand products.
The second and third preference of prince and nilkamal plastics with 30% and 16%..

 Majority of user i.e 81% of total are minor user of plastic products,they use less then
100 plastic products
 Majority user prefer multipurpose & jumbo produts with 48% & 25%
 The majority of user plastic products i.e 100% prefer yearly purchase of plastics
brand.
 Majority of people prefer price as basis for purchase with 47%.
 Majority of customer are price affecting buying behaviour of plastic products.
 Majority of 72% of total purchase decision taken by owner.
 Majority of respondent 71% are satisfied with the performance of plastic products.
 More need of advertisement and sales promotion schemes of ankur plastic brand
products.

6.3 Suggestion

55
After going through data deeply and analyzing the facts at the time of market survey with my
best knowledge gained through limited period of study. I would like to offer the following
suggestion which may help in improving its market share and sales volume.

 Though the company is offering best quality, but today’s customer is highly quality
conscious and neglecting the price factor. So that the company should spend much
more in R&D to produce better quality so as to stand in competitive market.
Therefore, company should go for a regular periodical analysis for further quality up
gradation through up-to-date technology and R&D of its product. There by, it reduces
the cut throat competition
 Due to increase in competition pattern the company should go for increasing the
efficiency of production unit
 Manufacturer plastic should Defreedzer in Ice-manufacturing plant.
 Height of jumbo products should be increase.

 Company should organize certain strategy through dealers so that the potential buyers
continue to buy the products of Ankur plastic.

 Arranging a seminar for the purpose of dealer’s awareness about each item of Ankur
plastic Product.
 Give some incentives to the dealers and the plumbers for the purpose of increasing the
sales.
 Awards should be given to the bulk purchasing dealers.
 Produce more items of product.
 Now every person sees the TV advertisement. So the company should use TV and
internet as media for advertisement.
 The company should look after the price at retailer level i.e. the price available for
customers

6.4 Conclusion

56
In the present market scenario, the market is so competitive that the company should give
more importance towards the development of dealer’s network and customer’s preference.
They should maintain good balance among competitors.

From the research it concludes that Ankur plastic is the brand leader and it has to maintain its
brand leadership both in Orissa and India. The Ankur plastic dealers have mentioned clearly
that price structure of the product is not at all suitable for all types of customers. So they are
deviating from Ankur plastic brand to other different brands. So lacking into this typical
situation the Ankur plastic Company should adopt pricing strategy to increase their sales. It
also conclude that;

 Ankur plastic is a customer friendly plastic brand.

 Next to ankur plastic are prince and nilkamal.
 Prince and nilkamal are growing day to day markets through its price.
 Price of ankur plastic is high comparision to its competitiors.
 Weak distribution channel of ankur plastic.
 Its concern only major user of ankur plastic products.

57
6.5 limitation

Every work has some limitation. No work can be performed without limitation. So the
present study also has some limitation.

The following are the important limitation of the study.

1. The prime limitation is the short time duration, which is the most important ingredient
to the completion of the study.
2. Further Company’s staffs and executives are more conscious of the confidentiality of
some information and data in the Organisation, so that are not available to the
researcher.
3. Finally, due to personal interview that is direct collection of data from the distributors
and dealers passed a major limitation it having its inherent demarks of personal bias.
4. The researcher faced difficulty to select the respondents because some of them could
not understand the questionnaire properly.
5. Last but not least the company’s personnel were always remaining busy in their
concerned work as a result of which they could not help the researcher to a heart extent.

ANNEXURE
QUESTIONNAIRE

58
Respected Sir/Madam, I am Om Prakash Panda, MBA Student of F M
UNIVERSITY,BALASORE, is conducting a study on marketing strategy of Ankur plastic.
So I would thankful if you cooperate with me in filling the questionnaire.

Name:…………………………………………………
Education& Qualification………………………….
Experience& department…………………………..

(1) Do you use material handeling plastic products?

(A) yes (b) No

(2) which brand of plastic products do you prefer?

(a)Ankur (b) prince

(c)nilkamal (d) supreme

(d) other

(3) How many plastic furnitures do you use?

(a)Less than 100 (b)Between 100-500 (c)More than 500

(4) Which model of plastic products do you use?

(a)Jumbo (b)Multi purpose

(c)FPO plastic products (d)Ice boxes

(e) Bottling plastic products

(5) What is the frequency of your purpose?

(a)Monthly (b)Quarterly

(c)Half yearly (d)Yearly

(6) On what basis do you purchase the plastic products?

(a)Brand image (b)Quality

59
 (c)Price (d)Others

(7) Does price affects your buying behaviour?

(a) yes (b) no

(8) Who take the purchase decision of plastic products?

(a)Owner (b)Manager

(c)Store incharge (d)Other

(9) Are you satisfied with plastic products?

(a) yes (b) no

(10) From which medium you aware about the plastic products?

(a)By distribution b)By agent of company

(c)By friend (d)Advertisement

(11) Should company focus on distribution channel of ankur plastic?

(a) yes (b) no

60
Bibliography
Books

 Marketing Management by Philip Kotler (Millenium Edition).

 Marketing Management by Mr. P.K. Agarwalla.
 Principle of Marketing
Magazines

 Business Standard
 The Economic Times
e-sourse

 Internet
 Literature provided by Jagdamba Polymers (P) Ltd

61