A STUDY ON CONSUMER BUYING BEHAVIOUR

TOWARDS SRI GOKUL’S TILES MART WITH

REFERENCE TO SALEM

Submitted By

A.GOWTHAM

Register No: 620120631017

A PROJECT REPORT

Submitted to the

Department of Management Studies

AVS Engineering College

Salem-3

In partial fulfilment of the requirement for

The award of the Degree of

MASTER OF BUSINESS ADMINISTRATION

Anna University

Chennai-600 025

June 2022

i
 BONAFIDE CERTIFICATE

Certified that this "project reported titled “A STUDY ON CONSUMER

BUYING BEHAVIOUR TOWARDS SRI GOKUL’S TILES MART WITH

REFERENCE TO SALEM” is the bonafide work of A.GOWTHAM REG NO:

620120631012who undergone the project under my supervision. Further certified that,

to the best of my knowledge The work reported herein, does not form part of the any

other training report on the basis of which a degree or award was conferred on any

earlier occasion on this or any other candidate.

Faculty Guide HOD/MBA

Viva-Voice Examination Held On:

Internal Examiner External Examiner

ii
iii
 DECLARATION

I hereby declare that this project report entitled “A STUDY ON CONSUMER

BUYING BEHAVIOUR TOWARDS SRI GOKUL’S TILES MART WITH
REFERENCE TO SALEM” In partial fulfilment of the requirement for award the
Degree of Master of Business Administration is a record of the original work done by
me, during my period of study in Anna University, Chennai 25 Under the guidance of
Asst. Prof Mr R. KISHORE KUMAR faculty of management studies, AVS
Engineering College and no part or it has been submitted for any other degree or
diploma.

Place: Signature of the student

Date: (A.GOWTHAM)

iv
 ACKNOWLEDGEMENT

I take this opportunity to express to express my sincere gratitude to our

Correspondent, AVS Engineering College, Sri, K.SENTHILKUMAR, for admitting
me to the MBA program and thus making it possible to pursue this internship training.

I would like to place on record, the strenuous motivation offered by our principal.
Dr. A. Srinivasan, to undergone this training I express my sincere sense of gratitude to
our Head of the Department of Management studies, who guides us through each stage
of this.

I take this opportunity to express my sincere gratitude to my faculty guide

Mr R. KISHORE KUMAR, assistant professor, Department of Management Studies
for his valuable suggestion and constructive ideas for successful completion of this
training report.

I would like to acknowledge my heartfelt thanks to the management and all the
staffs of SRI GOKUL’S TILES MART TO SALEM for having granted me
permission to pursue this study in their organization and for having helped me to bring
out this project report.

I would like to thank my parent friends and others who directly or indirectly
helped me to complete this training report. Above all, I thank the almighty god for his
blessings.

(A.GOWTHAM)

v
 ABSTRACT

Consumer behaviour involves the psychological processes that consumers go through

in recognizing needs, finding ways to solve these needs, making purchase decisions, interpret
information, make plans, and implement these plans. Consumers often buy products not
because of their attributes per se but rather because of the ultimate benefits that these
attributes provide, in turn leading to the satisfaction of ultimate values. The important thing in
a means-end chain is to start with an attribute, a concrete characteristic of the product, and
then logically progress to a series of consequences that end with a value being satisfied. Thus,
each chain must start with an attribute and end with a value. An important implication of
means-end chains is that it is usually most effective in advertising to focus on higher level
items. A market comes into existence because it fulfils the needs of the consumer. Consumer
behaviour is a complex, dynamic, multidimensional process, and all marketing decisions are
based on assumptions about consumer behaviour. Models of consumer behaviour play a key
role in modern empirical Industrial Organization.

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 TABLE OF CONTENTS

CHAPTER NO CONTENTS PAGE NO

INTRODUCTION

1.1 INTRODUCTION OF THE STUDY

1.2 STATEMENT OF THE PROBLEM

1.3 OBJECTIVES OF THE STUDY

I
1.4 SCOPE OF THE STUDY

1.5 LIMITATION OF THE STUDY

1.6 INDUSTRY PROFILE

1.7 COMPANY PROFILE

II REVIEW OF LITERATURE

III RESEARCH METHODOLOGY

IV DATA ANALYSIS AND INTERPRETATION

FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

5.2 SUGGESTIONS
V
5.3 CONCLUSION

BIBLIOGRAPHY

APPENDIX

vii
 LIST OF TABLES
TABLE TITLE PAGE
NO NO
4.1 AGE OF THE RESPONDENTS
4.2 GENDER OF THE RESPONDENTS
4.3 MARITAL STATUS OF THE RESPONDENTS
4.4 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
4.5 EXPERIENCE OF THE RESPONDENTS
4.6 INCOME LEVEL OF THE RESPONDENTS
4.7 TERMS OF PURCHASE PATTERN
4.8 SOURCE OF INFORMATION
4.9 PRODUCTS DO YOU SELL FROM YOUR SHOW ROOM
4.10 FEEL ABOUT SALES ACTIVITY
4.11 PRODUCT SALE IN ORDER OR AGREEMENT
4.12 REASON FOR BUYING THE TILES
4.13 TYPE OF PROMOTIONAL ACTIVITIES ATTRACT CUSTOMERS
4.14 FEEL ABOUT TRANSPORT FACILITY PROVIDE BY THE FIRM
4.15 SATISFACTION LEVEL OF STORING FACILITIES OF THE FIRM
4.16 SATISFIED WITH THE BRAND NAME OF THE PRODUCT
4.17 SATISFIED WITH THE FOLLOWING FEATURES
4.18 SATISFACTION LEVEL OF CHARACTERISTICS OF A COMPANY
4.19 KINDS OF BRAND TILES OF SALES TO YOUR FIRM
4.20 SUGGESTIONS FOR BETTER ACCEPTANCE
4.21 LIKE TO DEAL WITH COMPANY

viii
 LIST OF CHARTS
CHART TITLE PAGE
NO NO
4.1 AGE OF THE RESPONDENTS
4.2 GENDER OF THE RESPONDENTS
4.3 MARITAL STATUS OF THE RESPONDENTS
4.4 EDUCATIONAL QUALIFICATION OF THE RESPONDENTS
4.5 EXPERIENCE OF THE RESPONDENTS
4.6 INCOME LEVEL OF THE RESPONDENTS
4.7 TERMS OF PURCHASE PATTERN
4.8 SOURCE OF INFORMATION
4.9 PRODUCTS DO YOU SELL FROM YOUR SHOW ROOM
4.10 FEEL ABOUT SALES ACTIVITY
4.11 PRODUCT SALE IN ORDER OR AGREEMENT
4.12 REASON FOR BUYING THE TILES
4.13 TYPE OF PROMOTIONAL ACTIVITIES ATTRACT CUSTOMERS
4.14 FEEL ABOUT TRANSPORT FACILITY PROVIDE BY THE FIRM
4.15 SATISFACTION LEVEL OF STORING FACILITIES OF THE FIRM
4.16 SATISFIED WITH THE BRAND NAME OF THE PRODUCT
4.17 SATISFIED WITH THE FOLLOWING FEATURES
4.18 SATISFACTION LEVEL OF CHARACTERISTICS OF A COMPANY
4.19 KINDS OF BRAND TILES OF SALES TO YOUR FIRM
4.20 SUGGESTIONS FOR BETTER ACCEPTANCE
4.21 LIKE TO DEAL WITH COMPANY

ix
 CHAPTER – I

1.1 INTRODUCTION OF THE STUDY

Consumer behaviour is the study of how individual consumer, groups or organizations

select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It
refers to the actions of the consumers in the consumer place and the underlying motives for
those actions.

Consumer ers expect that by understanding what causes the consumers to buy
particular goods and services, they will be able to determine—which products are needed in
the consumer place, which are obsolete, and how best to present the goods to the consumers.

The study of consumer behaviour assumes that the consumers are actors in the
consumer place. The perspective of role theory assumes that consumers play various roles in
the consumer place. Starting from the information provider, from the user to the payer and to
the disposer, consumers play these roles in the decision process.

The roles also vary in different consumption situations; for example, a mother plays
the role of an influencer in a child’s purchase process, whereas she plays the role of a
disposer for the products consumed by the family.

Definition

1. According to Engel, Blackwell, and Mansard, ‘consumer behaviour is the actions and
decision processes of people who purchase goods and services for personal consumption’.

2. According to Louden and Bitta, ‘consumer behaviour is the decision process and physical
activity, which individuals engage in when evaluating, acquiring, using or disposing of goods
and services’

1
NATURE OF CONSUMER BEHAVIOUR:
1. Influenced by various factors:
The various factors that influence the consumer behaviour are as follows:
a. Consumer factors such as product design, price, promotion, packaging, positioning
and distribution.

b. Personal factors such as age, gender, education and income level.

c. Psychological factors such as buying motives, perception of the product and attitudes
towards the product.
d. Situational factors such as physical surroundings at the time of purchase, social
surroundings and time factor.
e. Social factors such as social status, reference groups and family.
f. Cultural factors, such as religion, social class—caste and sub-castes.

2. Undergoes a constant change:

Consumer behaviour is not static. It undergoes a change over a period of time

depending on the nature of products. For example, kids prefer colorful and fancy footwear,
but as they grow up as teenagers and young adults, they prefer trendy footwear, and as
middle-aged and senior citizens they prefer more sober footwear. The change in buying
behavior may take place due to several other factors such as increase in income level,
education level and consumer factors.

3. Varies from consumer to consumer:

All consumers do not behave in the same manner. Different consumers behave
differently. The differences in consumer behaviour are due to individual factors such as the
nature of the consumers, lifestyle and culture. For example, some consumers are
technoholics. They go on a shopping and spend beyond their means.

They borrow money from friends, relatives, banks, and at times even adopt unethical
means to spend on shopping of advance technologies. But there are other consumers who,
despite having surplus money, do not go even for the regular purchases and avoid use and
purchase of advance technologies.

2
4. Varies from region to region and country to county:

The consumer behaviour varies across states, regions and countries. For example, the
behaviour of the urban consumers is different from that of the rural consumers. A good
number of rural consumers are conservative in their buying behaviours.

The rich rural consumers may think twice to spend on luxuries despite having
sufficient funds, whereas the urban consumers may even take bank loans to buy luxury items
such as cars and household appliances. The consumer behaviour may also varies across the
states, regions and countries. It may differ depending on the upbringing, lifestyles and level
of development.

5. Information on consumer behaviour is important to the consumer ers:

Consumer ers need to have a good knowledge of the consumer behaviour. They need
to study the various factors that influence the consumer behaviour of their target consumer.

The knowledge of consumer behaviour enables them to take appropriate consumer

decisions in respect of the following factors:

a. Product design/model

b. Pricing of the product

c. Promotion of the product

d. Packaging

e. Positioning

f. Place of distribution

6. Leads to purchase decision:

A positive consumer behaviour leads to a purchase decision. A consumer may take

the decision of buying a product on the basis of different buying motives. The purchase

3
decision leads to higher demand, and the sales of the consumer ers increase. Therefore,
consumer ers need to influence consumer behaviour to increase their purchases.

7. Varies from product to product:

Consumer behaviour is different for different products. There are some consumers
who may buy more quantity of certain items and very low or no quantity of other items. For
example, teenagers may spend heavily on products such as cell phones and branded wears for
snob appeal, but may not spend on general and academic reading. A middle- aged person
may spend less on clothing, but may invest money in savings, insurance schemes, pension
schemes, and so on.

8. Improves standard of living:

The buying behavior of the consumers may lead to higher standard of living. The
more a person buys the goods and services, the higher is the standard of living. But if a
person spends less on goods and services, despite having a good income, they deprives
themselves of higher standard of living.

9. Reflects status:

The consumer behavior is not only influenced by the status of a consumer, but it also
reflects it. The consumers who own luxury cars, watches and other items are considered
belonging to a higher status. The luxury items also give a sense of pride to the owners.

TYPES OF CONSUMER BUYING BEHAVIOR

Types of consumer buying behavior are determined by:

 Level of Involvement in purchase decision. Importance and intensity of interest in a

product in a particular situation.
 Buyers level of involvement determines why he/she is motivated to seek information
about a certain products and brands but virtually ignores others.

High involvement purchases--Honda Motorbike, high priced goods, products visible

to others, and the higher the risk the higher the involvement. Types of risk:
 Personal risk

4
  Social risk
 Economic risk

The four type of consumer buying behavior are:

 Routine Response/Programmed Behavior--buying low involvement frequently

purchased low cost items; need very little search and decision effort; purchased
almost automatically. Examples include soft drinks, snack foods, food etc.
 Limited Decision Making--buying product occasionally. When you need to obtain
information about unfamiliar brand in a familiar product category, perhaps. Requires
a moderate amount of time for information gathering. Examples include Clothes--
know product class but not the brand.
 Extensive Decision Making/Complex high involvement, unfamiliar, expensive and/or
infrequently bought products. High degree of economic/performance/psychological
risk. Examples include cars, homes, computers, education. Spend alot of time seeking
information and deciding. Information from the companies MM; friends and relatives,
store personnel etc. Go through all six stages of the buying process.
 Impulse buying, no conscious planning.

The purchase of the same product does not always elicit the same Buying Behavior. Product
can shift from one category to the next.

5
1.2 STATEMENT OF THE PROBLEM

In a competitive world, there are many problems in consumer of tiles industry. Some
problems can be solved, but many problems may not be solved. Now a day, most of the
people are living in rural areas. Consumer buying behaviour is important for developing our
economy. Manufacturers face many problems in consumer their product in all areas because
most of the rural consumers buying behaviour earn low incomes, have low levels of literacy,
low levels of brand awareness, communication and transportation facilities especially new
product launch in consumer . The consumers are finding various problems in selecting their
consumer goods. It is identified that there is a need for research work in the field of new
product launch in consumer strategies & sales of Sree Gokul's Tiles Mart in selective areas of
Salem District.

1.3 OBJECTIVES OF THE STUDY

 To study on various factors which directly or indirectly influencing sale of product.

 To find out Sree Gokul's Tiles product awareness among customer.
 To find out requirement of customer about product.
 To find out how buying behaviour and preference for the tiles products.
 To factor insight about the perception of customer.

6
1.4 SCOPE OF THE STUDY

This study includes direct interaction with the consumer buying behaviour measures
and this helps to know the customer satisfaction level to great accuracy. This study is of
importance to the company which will know the following factors:

Price factors fineness of the tiles setting time attractive packaging brand image quick
delivery time wide availability so, scope of this study is to achieve sales techniques and
promotion measures among prospects of Naga products in Salem.

1.5 LIMITATION OF THE STUDY

 Some customers were not able to understand some of the questions.

 The sample size was not enough and it failed to give the picture or the result of the
survey some sales men or dealers did not co-operate well.
 The questionnaire did not cover the whole aspect of the consumer potential of tiles
product.
 Lack of sales promotion measure is limitation for some times.
 Lack of co-operative from certain departments due to their workload to the sales
promotion department

7
1.6 INDUSTRY PROFILE

History of Ceramic Tiles

It is believed that the first clay tiles were produced seven to eight thousand years ago
in the area now known as the Holy Land. Many sources independently verify that the actual
known history of Tiles (and the known usage of wall and floor tile coverings) can be traced
back as far as the fourth millennium BC (4000 BC) to Egypt. In those days, in Egypt, tiles
were used to decorate various houses. Clay bricks were dried beneath the sun or baked, and
the first glazes were blue in colour and were made from copper, very exquisite!

During that period ceramics were also known to be found in Mesopotamia. These
ceramics bore decorations, which were white and blue striped and later possessed more
varied patterns and colours. Later on, in China too, the Great Center of Ceramic Art, a fine,
white stoneware with the earliest Chinese glaze was produced during the Shang-Yin dynasty
(1523-1028 BC). The usage and the art of making and decorating ceramic tiles had spread
and by 900 A.D., decorative tiles had become widely used in Persia, Syria, Turkey and across
North Africa. As transport and communication developed, tile usage and its penetration in
other territories increased. Wars and territory take-overs caused this art to spread even faster.
The Romans introduced tile making in Western Europe as they occupied territories.
The Low Countries of Northern Europe somehow acquired the technology from Persia, while
the Moors brought African tiles with them when they invaded Iberia (Spain). It was aboard
the ships of Spanish conquistadors that decorative clay tiles found their way to the New
World, where they were used primarily to decorate the Churches of newly built missions.

By the end of the 12th century, use and manufacture of Ceramic Tiles had spread
across Italy and Spain and into the rest of Europe. Till that time they were mainly used to
decorate the floors of Cathedrals and Churches. The skill had eventually vanished from
Europe in the 16th century following the reformation. But the decorative wall tile art had
survived in Turkey and the Middle East and the Delft tiles art survived in Holland.

A form of tile making had also evolved among the natives of North and South
America at some point. The first decorative tiles to appear in Colonial North America were
imported from Northern Europe, mainly England the Brits having hijacked the technology

8
from the Dutch. The tiles were too expensive for utilitarian purposes in the Colonies and were
found almost exclusively in the homes of the wealthy.

Through the centuries, tile decoration was improved upon, as were methods of tile
manufacture. For example, during the Islamic period, all methods of tile decoration were
brought to perfection in Persia. Throughout the known world, in various countries and cities,
Ceramic tile production and decoration reached great heights. The tile mosaics of Spain and
Portugal, the floor tiles of Renaissance Italy, the faiences of Antwerp, the development of tile
iconography in the Netherlands, and the Ceramic tiles of Germany are all prominent
landmarks in the history of Ceramic tile.

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

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

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

Ceramic Tiles Industry in India 

Highlights

Ceramic Tiles today have become an integral part of home improvement. It can make
a huge difference to the way your interiors and outdoors look and express. The Indian tile
industry, despite an overall slowdown of the economy continues to grow at a healthy 15% per
annum. Investments in the last 5 years have aggregated over Rs. 5000 crores. The overall size

9
of the Indian ceramic tile industry is approximately Rs 18,000 crore (FY12). The production
during 2011-12 stood at approx. 600 million square meters.

The Indian tile industry is divided into organized and unorganized sector. The
organized sector comprises of approximately 14 players. The current size of the organized
sector is about Rs 7,200 Crores. The unorganized sector accounts for nearly 60% of the total
industry bearing testimony of the growth potential of this sector.
India ranks in the top 3 list of countries in terms of tile production in the world. With
proper planning and better quality control our exports (presently insignificant) contribution
can significantly increase.

Background

Apart from their decorative looks, Ceramic Tiles are primarily hygiene products and
that is how our broad spectrum of consumers view the product. This is fairly evident from its
varied usage from bathrooms and kitchens in average Indian households to medical centers,
labs, milk booths, schools, public conveniences, shopping malls and numerous other centers;
which dot our day to day life. A ceramic tile is basically a "utility product" and that remains
our promotional slogan. Popular housing projects are increasingly switching over to Ceramic
Tiles moving away from the traditional use mosaic and even granite or marble, owing to
several factors viz. ease in laying ability, versatility, low price and hygiene.

Nevertheless, this decorative aspect of a Ceramic Tiles has forever been in the
forefront. Heavy churning out of bolder and colorful designs by the industry are testament to
the fact that most households regard a ceramic tile as an "adornment" for an otherwise "drab
look" of their age-old floorings or an unfurnished wall.

Overall picture of the Industry

Ceramic tiles as a product segment has grown to a sizeable chunk today at

approximately 680 Millions Square meters production per annum. However, the potential
seems to be great, particularly as the housing sector, retail, IT & BPO sectors have been
witnessing an unprecedented boom in recent times.

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

10
growth estimates in the Indian economy has significantly influenced the growth of the Indian
Ceramic tile industry.

The main product segments are the Wall tile, Floor tile, Vitrified tile and Industrial
tile segments. The market shares (in value terms) are 20%, 23% 50%, and 7% respectively
for Wall, Floor, Vitrified, and Industrial tiles. The tiles are available in a wide variety of
designs, textures and surface effects. They cater to tastes as varied from rustics to
contemporary marble designs in super glossy mirror finishes. Both, traditional methods of
manufacturing (tunnel ) and the latest single fast firing methods are deployed in
manufacturing. Some of the latest trends in manufacturing methods can be seen in India.

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

Global ceramic tiles market size was $84,123 million in 2015, and is expected to
reach $145,949 million by 2022, registering a CAGR of 8.1% from 2016 to 2022. Ceramic
tiles are widely applicable in residential and commercial buildings, owing to their durability
and crack resistance nature. Protective coatings on ceramic tiles offer high water resistance,
stain protection, and cleanup. Ceramic tiles have intact glazing, which provides protection
from dust as well.

The global ceramic tiles market is driven by the growth in the construction industry,
owing to rapid expansion of the housing sector and increase in construction spending
globally. Urbanization and increase in population are expected to fuel the market growth.
Ceramic tiles provide an aesthetic look, sustainability, and better reliability, leading to
increased demand in construction of large number of buildings. The global ceramic tiles
market growth is characterized by numerous opportunities to market players, owing to rise in
disposable income and rapid growth in the global economy. The global ceramic tiles
market is segmented based on product type, raw material, application, and geography.
Product type is classified into wall tile, floor tile, vitrified tile, and industrial tile. The raw

11
material segment is divided into feldspar, kaolin, bentonite, and silica sand. Applications
studied in this report include residential replacement, new residential commercial, and others.

1.7 COMPANY PROFILE

Registered in 2014 , Sree Gokul's Tiles Mart has made a name for itself in the list of
top suppliers of in India. The supplier company is located in Salem, Tamil Nadu and is one of
the leading sellers of listed products. Sree Gokul's Tiles Mart is listed in Trade India's list of
verified sellers offering supreme quality of etc. Buy in bulk from us for the best quality
products and service.

Sree Gokul's Build Mart Private Limited is a Private incorporated on 22 January

2020. It is classified as Non-govt company and is registered at Registrar of Companies,
Coimbatore. Its authorized share capital is Rs. 40,000,000 and its paid up capital is Rs.
40,000,000. It is inolved in Non-specialized retail trade in stores
Sree Gokul's Build Mart Private Limited's Annual General Meeting (AGM) was last
held on N/A and as per records from Ministry of Corporate Affairs (MCA), its balance sheet
was last filed on N/A.
Directors of Sree Gokul's Build Mart Private Limited are Narendran Gokulakannan
and Kandasamy Narendran.
Sree Gokul's Build Mart Private Limited's Corporate Identification Number is (CIN)
U52100TZ2020PTC033372 and its registration number is 33372. Current status of Sree
Gokul's Build Mart Private Limited is - Active.
Company Details

CIN U52100TZ2020PTC033372

Company Name SREE GOKUL'S BUILD MART PRIVATE LIMITED

Company Status Active

RoC RoC-Coimbatore

Registration Number 33372

Company Category Company limited by Shares

Company Sub Category Non-govt company

12
CIN U52100TZ2020PTC033372

Class of Company Private

Date of Incorporation 22 January 2020

Age of Company 1 years, 3 month, 21 days

1.7.1 PRODUCTS PROFILE

TILES

Offering you a complete choice of products which include Printed Tiles, Animal
Printed Wall Tiles, Barbie Printed Tiles, Tree Printed Tiles and Classic Design Tiles

Printed Tiles Animal Printed Wall Tiles

Barbie Printed Tiles Tree Printed Tiles

OTHER PRODUCTS

13
 Manufacturer of a wide range of products which include Wall Tiles, Floor Tiles,
Digital Floor Tiles, Wall Tiles Design and God Tiles.

ADDRESS

SREE GOKUL'S BUILD MART PRIVATE LIMITED

S.F No 112/4,112/2B, Asian Highway 43,Karuppur

Salem, Tamil Nadu 636012

India

14
 CHAPTER – II

2. REVIEW OF LITERATURE

(Michael R. Solomon (2005))1 Consumer buying behaviours typically analyse the processes
of group selected or individual purchases/dispose of product, service, concept or experiences
to satisfy their need and desires.

(Kotler (2006))2 suggested that Consumer behaviours have a huge impact in a firm marketing
decision making process every year. There is a risk that what a consumer does will inflict on
his or her behaviour and generate consequences. (Snoj, Pisnik Koda & Mumel, 2004). The
user and the purchaser can be different person, in some cases; another person may be an
influencer providing recommendations for or against certain products without actually buying
or using them (Solomon 1999; Solomon et al. 1999).

(Dubois (2007))3 describes that  Consumer are expected to apply their cognitive resources in
creating ‘beliefs’ (cognitive part) about the attribute of a product, which may result of the
progression of an overall feeling (affective part) in the sense of liking/disliking product.
Retailer with a positive ‘attitude’ to a product are expected to be more willing to consider
purchasing in (cognitive part) than Retailer with less positive attitude to the same product.

(Foxall, 2008)4 describes Consumer purchasing behaviour tends to determine what it exactly
is that drives Consumer when making buying decisions. Many studies have been performed
including the above mentioned with regard to consumer behaviourism. Three theories those
understand the Retailer’ buying decision are; radical, teleological, and Pico economics
behaviourism Even though, all three theories take their own the Retailer’ choice, “they still
plays complementary role with consumer behaviour”.

1
Michael R. Solomon (2005) Unplanned Consumer Buying and In-Store Stimuli in firm. Managerial and
Decision Economics, 11(2), 111-121. http://dx.doi.org/10.1002/mde.4090110204
2
Kotler (2006) Studying Consumer buying Behavior in Retail Stores. Journal of Marketing, 16(2), 72-178.
http://dx.doi.org/10.2307/1247625
3
Dubois (2007) Yielding to Temptation: Self-control failure, impulsive purchasing, and Consumer buying
Behavior. Journal of Consumer Research, 28(4), 670-676. http://dx.doi.org/10.1086/338209
4
Foxall, 2008 Impulse Purchasing: A Qualitative Exploration of the Phenomenon. Qualitative Market Research:
An International Journal, 1(2), 99-114. http://dx.doi.org/10.1108/13522759810214271

15
(Watson, 2009)5 Based on the level of informational and utilitarian reinforcement a grid can
be composed that divides consumer behaviour in four broad categories, Maintenance
purchases are characterized by necessity; therefore this category can be compared to the
physiological level in Maslow’s hierarchy of needs, which stands for the basic requirements
for human survival (Maslow, 1943). Accumulation purchases refer to consumer behaviour
related to certain kinds of collecting, saving and instalment buying. Hedonism or pleasure
purchases refer to the consumption of popular entertainment.

(McGoldrick and Douglas (2010))6, who analysed the UK retail market for potato crisps,
found that the retail buyers were highly interested in consumer demand for a particular brand,
delivery reliability, general reliability of the supplier, and product quality.

(Pellegrini and Zanderighi (2011))7, who conducted a study among Italian retailers, stressed
that retailers are interested in suppliers who are concerned about the retailers’ handling costs
and the space their products will occupy on the shelves.

(Ettenson and Wagner (2012))8 conducted a study among merchandise retail buyers, and
discovered, among other things, that buyers with different retail buying experience use
different judgement strategies when evaluating the saleability of merchandise. In one of the
few studies conducted in more than one country (Sternquist, 1994), the focus was on the
buyers’ attitudes towards imported items. This study, which compared retail buyers in the
apparel industry, showed that there were differences in buying behaviour between various
countries.

(McLaughlin and Rao (2013))9 developed a model to determine the relative importance to
retail buyers of various attributes of a new product. They tested their model on various
grocery products and, in general, they found that potential gross margin, vendor effort (test
marketing, presentation, and promotion material), the presence of a bill-back provision, and
expected category growth were the four most important buying criteria. But they also

5
Watson, 2009 Consumer buying Behavior: Modeling Its Precursors. Journal of Retailing, 74(2), 169-191.
http://dx.doi.org/10.1016/S0022-4359(99)80092-X
6
McGoldrick and Douglas (2010) Consumer buying Behavior Varies by Products. Journal of Advertising
Research, 18(6), 15-18.
7
Pellegrini and Zanderighi (2011) Relative importance of Consumer buying Behavior in retail stores. The
Journal of Marketing, 15(1), 66-70. http://dx.doi.org/10.2307/1247083
8
Ettenson and Wagner (2012) Planned versus Consumer buying Behavior. Journal of Retailing, 62(4), 384-
609.
9
McLaughlin and Rao (2013) The importance of Consumer buying behavior in the international airport
environment. Journal of Retailer Behavior, 3(1), 85-98. http://dx.doi.org/10.1002/cb.124

16
emphasised that ‘different categories of products are evaluated by buyers differently’
(McLaughlin and Rao, 1991, p. 155).

(Christopher (2014))10 studied the shopping habits of Consumer to form an idea of whether
or not the store concepts, product ranges and strategies of the companies are appropriate
towards consumer requirements. He believed that consumer behaviours are unpredictable and
changing continuously changing; while trying to under try to understand how individual or
group make their decision to spend their available resources on consumption-related items.
These are factors that influence the consumer before, during, and after a purchase
(Schiffiman and Kanuk, 2014), for example, feedback, from other customers, packing,
advertising, product appearance, and price (Peter & Olsonetc, 2014).

(Solomon et al., 2015)11 studied the physical action or behaviour of consumer and their
buying decision every day can be measured directly by marketers (Papanastassiu and
Rouhani, 2015). For that reason many organisations these days are spending lot of their
resources to research how consumer makes their buying decision, what they buy, how much
they buy, when they buy, and where they buy .

(Kotler, Amstrong, 2016)12 studied the  well coherent result, organisations normally looked
at these behaviour base their analysis on difference conceptions; whether customers buying
behaviour were measured from different perspectives, such as product quality and better
service, lower price structured etc.

(Kotler, Wong, Saunders, Armstrong, 2017)13 Differentiating tiles in the same store from
PCWorld or Currys is a daunting task and consumer buying these products may encounter
dissonance reducing buying behaviour, as electronics are usually expensive and self-
expressive. Consumer may easily assume that the available electronics brands in the
store/market within a certain price range to be of the same quality. Then if the product does
not meet customers’ expectations, it will result to consumer to experience post purchase
dissonance (after sales discomfort) 
10
Christopher (2014) An empirical analysis of the determinants of customer conversion: A cross sectional
study of organized retailers in Chattisgarh. Journal of Retail & Leisure Property, 9(5), 465-475.
http://dx.doi.org/10.1057/rlp.2011.9
11
Solomon et al., 2015 External and internal trigger cues of Consumer buying Behavior online. Direct
Marketing: An International Journal, 3(1), 20-34. http://dx.doi.org/10.1108/17505930910945714
12
Kotler, Amstrong, 2016 Factors influencing Consumer buying Behavior during an online purchase.
Electronic Commerce Research, 7(3), 367-379. http://dx.doi.org/10.1007/s10660-007-9011-8
13
Kotler, Wong, Saunders, Armstrong, 2017 Customer Consumer buying Behavior. Journal of Marketing
Research, 4(1), 21-31. http://dx.doi.org/10.2307/3150160

17
 CHAPTER – III

3. RESEARCH METHODOLOGY

Research Methodology is a systematic way to solve a research problem; It includes

various steps that are generally adopted by a researcher in studying the problem along with
the logic behind them. The present study was conducted at Sree Gokul's Tiles Mart, Salem.

RESEARCH DESIGN

“A Research Design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with the economy in
procedure”. The research design adopted for the studies is descriptive design. The researcher
has to describe the present situation in order to know the behaviour of the consumers. Hence
descriptive research study is used. Descriptive research can only report what has happened
and what is happening.

PERIOD OF STUDY

The duration taken by the researcher for the data collection and analysis regarding the
customer satisfaction of Sree Gokul's Tiles Mart, Salem for three months

METHOD OF COLLECTION

The study basically uses primary and secondary data. Primary data means data which
is fresh collected data. Primary data mainly been collected through personal interviews,
surveys etc. Secondary data means the data that are already available. Generally speaking
secondary data is collected by some organizations or agencies which have already been
processed when the researcher utilizes secondary data; the process of secondary data
collection and analysis is called desk research. Secondary data provides economy in time and
cost. It is easily available and unbiased. Secondary data may either be published data or
unpublished data. For this study secondary data were collected from the annual reports of the
company and from the company website. The study depends mainly on the primary data and
secondary data namely the text books, journals, newspapers, magazines and internet

Sample design

18
 Convenience sampling techniques were used for the study.

Sample Size

The study based only on the opinion and expectation of consumer. Total number of
sample taken for the study is 130 respondents.

SAMPLING METHOD

Sampling method utilized was convenience sampling was adopted.

SAMPLING TECHNIQUES

Stratified random sampling is a method of sampling that involves the division of a

population into smaller groups known as strata. In stratified random sampling,
or stratification, the strata are formed based on members' shared attributes or characteristics.

SAMPLING UNIT:

Sampling unit is in Salem.

STATISTICAL TOOLS USED

The commonly used statistical tools for analysis of collected data are:

1. Percentage analysis
2. Chi Square analysis
3. Correlation analysis
4. Anova
SIMPLE PERCENTAGE ANALYSIS

This method is used to compare two or more series of data, to describe the
relationship or the distribution of two or more series of data. Percentage analysis test is done
to find out the percentage of the response of the response of the respondent.
No. of respondents
Simple percentage = ……………………………… X 100
Total No. of respondents

19
CHI-SQUARE ANALYSIS

The Chi- square test is one of the simplest and most wickedly used non-
parametric tests in statistical work. The quantity x ² describes the magnitude at the
discrepancy between theory and observation.

(O – E) ²
x² = ∑ = ____________
E

O = Observed Frequency, E = Expected Frequency

The calculated value at Chi-square. Is compacted with the table value x ² given degrees of
freedom at a creation specific level of significance

CORRELATION

Correlation is computed into what is known as the correlation coefficient, which

ranges between -1 and +1. Perfect positive correlation (a correlation co-efficient of +1)
implies that as one security moves, either up or down, the other security will move in
lockstep, in the same direction.

r=
∑ XY
√¿ ¿ ¿

ANOVA
Examination of change, or ANOVA, is a solid measurable method that is utilized to
show contrast between at least two methods or parts through importance tests. It likewise
shows us an approach to make numerous examinations of a few populace implies. The Anova
test is performed by looking at two sorts of variety, the variety between the example implies,
just as the variety inside every one of the examples. Beneath referenced recipe addresses one
way Anova test measurements:

F = Anova Coefficient, MST = Mean sum of squares due to treatment

MSE = Mean sum of squares due to error

20
 CHAPTER –IV

DATA ANALYSIS AND INTERPRETATION

TABLE NO – 4.1

AGE OF THE RESPONDENTS

AGE NO OF RESPONDENTS PERCENTAGE

Below 25 years 36 27.7%
26 - 40 years 57 43.8%
41 - 55 years 25 19.2%
Above 55 years 12 9.2%
Total 130 100.0%
Source: Primary data

INTERPRETATION
The above table shows that 27.7% of the respondents come under Below 25 years age
category, 43.8% of the respondents come under the 26 - 40 years age category, 19.2% of the
respondents come under the 41 - 55 years age category and 9.2% of the respondents come
under above 55 years age category.

Thus the majority 43.8% of the respondents come under the 26 - 40 years age
category.

21
 CHART NO – 4.1

AGE OF THE RESPONDENTS

22
 TABLE NO– 4.2

GENDER OF THE RESPONDENTS

GENDER RESPONDENTS PERCENTAGE

Male 85 65.4%

Female 45 34.6%

TOTAL 130 100.0%

Source: Primary Data

INTERPRETATION:

The above table indicates that 65.4% of them are male respondents and 34.6%
of them are female respondents.

Majority 65.4% of the respondents are male.

23
 CHART NO– 4.2

GENDER OF THE RESPONDENTS

24
 TABLE NO– 4.3

MARITAL STATUS OF THE RESPONDENTS

MARITAL STATUS RESPONDENTS PERCENTAGE

Married 78 60.0%

Unmarried 52 40.0%

TOTAL 130 100.0%

Source: Primary Data

INTERPRETATION:

The above table clearly indicates that 60.0% of the respondents get married and
only 40.0% of them are unmarried.

Majority 60.0% of the respondents are Married person.

25
 CHART NO – 4.3

MARITAL STATUS OF THE RESPONDENTS

26
 TABLE NO– 4.4

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

EDUCATIONAL NO OF RESPONDENTS PERCENTAGE

QUALIFICATION
Illiterate 29 22.3%
School 32 24.6%
Graduate 38 29.2%
Others 31 23.8%
Total 130 100.0%
Source: Primary data

INTERPRETATION:

The table shows that 22.3% of the respondents are Illiterate category, 24.6% of the
respondents are School category, 29.2% of the respondents are Graduate category and 23.8%
of the respondents are others category.

Thus the majority 29.2% of the respondents are Graduate category.

27
 CHART NO – 4.4

EDUCATIONAL QUALIFICATION OF THE RESPONDENTS

28
 TABLE NO– 4.5

EXPERIENCE OF THE RESPONDENTS

EXPERIENCE RESPONDENTS PERCENTAGE

Up to 2 years 57 43.8%

2-6 years 31 23.8%

6-10 years 26 20.0%

Above 10 years 16 12.3%

Total 130 100.0%

Source: Primary Data

INTERPRETATION:

Table shows that the 43.8% of the respondents services up to 2 years, 23.8% of the
respondents 2-6 year service, 20.0% of the respondents 6-10 year service and 12.3% of the
respondents are above 10 year service.

Majority 43.8% of the respondents services up to 2 years.

29
 CHART NO– 4.5

EXPERIENCE OF THE RESPONDENTS

30
 TABLE NO- 4.6

INCOME LEVEL OF THE RESPONDENTS

INCOME RESPONDENTS PERCENTAGE

Below Rs.5000 8 6.2%

Rs.5000-Rs.10000 39 30.0%

Rs.10000-Rs.15000 34 26.2%

Above Rs.15000 49 37.7%

Total 130 100.0%

Source: Primary Data

INTERPRETATION:

It is evident from the table that 6.2% of the respondents are getting below
Rs.5000, 30.0% of them are getting Rs.5000-Rs.10000, 26.2% of them are getting
Rs.10000-Rs.15000, and 37.7% of the respondents are getting income of above Rs.15000.

Majority 37.7% of the respondents are earned Above Rs.15000.

31
 CHART NO. 4.6

INCOME LEVEL OF THE RESPONDENTS

32
 TABLE NO- 4.7

TERMS OF PURCHASE PATTERN

PURCHASE PATTERN RESPONDENTS PERCENTAGE

1 time 27 20.8%
2-3 times 19 14.6%
4-5 times 61 46.9%
More than 5 times 23 17.7%
Total 130 100.0%
Source: Primary data

INTERPRETATION:

The above table shows that 20.8% of the respondents are purchase daily, 14.6% of the
respondents are purchase 2-3 times, 46.9% of the respondents are purchase 4-5 times and
17.7% of the respondents are purchase More than 5 times.

Thus the majority 46.9% of the respondents are purchase 4-5 times.

CHART NO- 4.7

33
TERMS OF PURCHASE PATTERN

TABLE NO- 4.8

34
 SOURCE OF INFORMATION

SOURCE RESPONDENTS PERCENTAGE

Advertisement 45 34.6%
Friends & Relatives 48 36.9%
Dealers 19 14.6%
Others 18 13.8%
Total 130 100.0%
Source: Primary data

INTERPRETATION:

The above table shows that 34.6% of the respondents come under Advertisement
category, 36.9% of the respondents come under the Friends & Relatives category, 14.6% of
the respondents come under the Dealers category and 13.8% of the respondents come under
others category.

Thus the majority 36.9% of the respondents come under the Friends & Relatives
category.

CHART NO- 4.8

35
SOURCE OF INFORMATION

TABLE NO – 4.9

36
 PRODUCTS DO YOU SELL FROM YOUR SHOW ROOM

PRODUCTS RESPONDENTS PERCENTAGE

Wall tiles 36 27.7%
Floor tiles 38 29.2%
Digital floor tiles 30 23.1%
Printed tiles 26 20.0%
Total 130 100.0%
Source: Primary data

INTERPRETATION

The above table indicates that products do you sell from your show room, 27.7% of the
respondents are said Wall tiles, 29.2% of the respondents are said Floor tiles and 23.1% of
the respondents are said Digital floor tiles and remaining 20.0% of the respondents are said
Printed tiles.

Thus the majority 29.2% of the respondents are said Floor tiles.

CHART NO – 4.9

PRODUCTS DO YOU SELL FROM YOUR SHOW ROOM

37
 TABLE NO – 4.10

FEEL ABOUT SALES ACTIVITY

38
 SALES ACTIVITY RESPONDENTS PERCENTAGE
Highly satisfied 40 30.8%
Satisfied 55 42.3%
Dissatisfied 23 17.7%
Highly dissatisfied 12 9.2%
Total 130 100.0%
Source: Primary data

INTERPRETATION

The above table indicates that sales activity, 30.8% of the respondents are Highly
satisfied, 42.3% of the respondents are Satisfied, 17.7% of the respondents are Dissatisfied
and remaining 9.2% of the respondents are Highly dissatisfied.

Thus the majority 42.3% of the respondents are satisfied about sales activity.

CHART NO – 4.10

FEEL ABOUT SALES ACTIVITY

39
 TABLE NO – 4.11

PRODUCT SALE IN ORDER OR AGREEMENT

40
 SALE OF PRODUCT RESPONDENTS PERCENTAGE
Order only 35 26.9%
Agreement only 47 36.2%
Other sales 29 22.3%
All types of sale 19 14.6%
Total 130 100.0%
Source: Primary data

INTERPRETATION:

The above table shows that product sale in order or agreement, 26.9% of the
respondents are sale order only, 36.2% of the respondents are sale agreement only, 22.3% of
the respondents are sale other sales and 14.6% of the respondents are sale all type of sale.

Thus the majority 36.2% of the respondents are sell all type of sale.

CHART NO – 4.11

PRODUCT SALE IN ORDER OR AGREEMENT

41
 TABLE NO – 4.12

REASON FOR BUYING THE TILES

42
 REASON FOR BUYING RESPONDENTS PERCENTAGE
Price 32 24.6%
Brand image 34 26.2%
Features 44 33.8%
Others 20 15.4%
Total 130 100.0%
Source: Primary data

INTERPRETATION:

The above table shows that 24.6% of the respondents come under Price category,
26.2% of the respondents come under the value for Brand image, 33.8% of the respondents
come under the Features and 15.4% of the respondents are others.

Thus the majority 33.8% of the respondents are buying tiles for features.

CHART NO – 4.12

REASON FOR BUYING THE TILES

43
 TABLE NO – 4.13

PROMOTIONAL RESPONDENTS PERCENTAGE

44
 ACTIVITIES
Discount 23 17.7%
Instalment 43 33.1%
Support to new customers 29 22.3%
Others 35 26.9%
Total 130 100.0%
TYPE OF PROMOTIONAL ACTIVITIES ATTRACT CUSTOMERS

Source: Primary data

INTERPRETATION:

The above table shows that type of promotional activities attract customers, 17.7% of
the respondents are said discount, 33.1% of the respondents are instalments, 22.3% of the
respondents are said support to new customers, and 26.9% of the respondents are said Others.

Majority 33.1% of the respondents are instalments.

CHART NO – 4.13

TYPE OF PROMOTIONAL ACTIVITIES ATTRACT CUSTOMERS

45
 TABLE NO – 4.14
FEEL ABOUT TRANSPORT FACILITY PROVIDE BY THE FIRM
TRANSPORT FACILITY RESPONDENTS PERCENTAGE

46
 Excellent 40 30.8%
Good 55 42.3%
Moderate 23 17.7%
Poor 12 9.2%
Total 130 100.0%
Source: Primary data

INTERPRETATION:

The above table shows that feel about transport facility provide by the firm, 30.8% of the
respondents are said Excellent, 42.3% of the respondents are Good, 17.7% of the respondents
are said moderate and 9.2% of the respondents are said poor.

Majority 42.3% of the respondents are Good about transport facility provide by the firm.

CHART NO – 4.14

FEEL ABOUT TRANSPORT FACILITY PROVIDE BY THE FIRM

47
 TABLE NO – 4.15

SATISFACTION LEVEL OF STORING FACILITIES OF THE FIRM

STORING FACILITIES RESPONDENTS PERCENTAGE

48
 Highly satisfied 48 36.9%
Satisfied 45 34.6%
Dissatisfied 19 14.6%
Highly dissatisfied 18 13.8%
Total 130 100.0%
Source: Primary data

INTERPRETATION

The above table indicates that satisfaction level of storing facilities of the firm, 36.9% of
the respondents are Highly satisfied, 34.6% of the respondents are Satisfied, 14.6% of the
respondents are Dissatisfied and 13.8% of the respondents are Highly dissatisfied.

Thus the majority 36.9% of the respondents are satisfied about storing facilities.

CHART NO – 4.15

SATISFACTION LEVEL OF STORING FACILITIES OF THE FIRM

49
 TABLE NO – 4.16

SATISFIED WITH THE BRAND NAME OF THE PRODUCT

50
 BRAND NAME RESPONDENTS PERCENTAGE
Strongly agree 47 36.2%
Agree 54 41.5%
Neutral 16 12.3%
Disagree 5 3.8%
Strongly disagree 8 6.2%
Total 130 100.0%

Source: Primary Data

INTERPERTATION

The table shows that satisfied with the brand name of the product, 36.2% of the
respondents are said strongly agree, 41.5% of the respondents are said agree, 12.3% of the
respondents are said neutral, 3.8% of the respondents are said disagree and remaining 6.2%
of the respondents are said strongly disagree.

Majority 41.5% of the respondents are said agree with the brand name of the product.

CHART NO – 4.16

SATISFIED WITH THE BRAND NAME OF THE PRODUCT

51
 TABLE NO – 4.17

SATISFIED WITH THE FOLLOWING FEATURES

52
 Highly Satisfied Satisfied Dissatisfied Highly
Features / Ratings
Dissatisfied

Res % Res % Res % Res %

Packaging 33 25.4% 57 43.8% 21 16.2% 19 14.6%

Brand name 45 34.6% 39 30.0% 25 19.2% 21 16.2%

Price 28 21.5% 75 57.7% 17 13.1% 10 7.7%

Advertising 78 60.0% 31 23.8% 16 12.3% 5 3.8%

Quality 47 36.2% 64 49.2% 13 10.0% 6 4.6%

Source: Primary Data

INTERPRETATION:

The above table depicts that satisfied with the following features, 43.8% of the
respondents are satisfied about Packaging, 34.6% of the respondents are Highly satisfied
about Brand name, 57.7% of the respondents are Satisfied about Price, 60.0% of the
respondents are Highly satisfied about Advertising and remaining 49.2% of the respondents
are satisfied about Quality.

Majority 60.0% of the respondents are Highly satisfied about Advertising.

CHART NO – 4.17

SATISFIED WITH THE FOLLOWING FEATURES

53
 TABLE NO – 4.18

SATISFACTION LEVEL OF CHARACTERISTICS OF A COMPANY

54
 Characteristics Highly Satisfied Dissatisfied Highly
Satisfied Dissatisfied
Res % Res % Res % Res %
Quality 39 30.0% 52 40.0% 21 16.2% 18 13.8%

Has a natural 47 36.2% 34 26.2% 26 20.0% 23 17.7%

appearance
Generates a warm 39 30.0% 57 43.8% 26 20.0% 8 6.2%
environment
Easy to clean 63 48.5% 44 33.8% 13 10.0% 10 7.7%

Low maintenance 55 42.3% 56 43.1% 16 12.3% 3 2.3%

costs after installation
Value for money 80 61.5% 21 16.2% 13 10.0% 16 12.3%

Prestige and image 39 30.0% 52 40.0% 21 16.2% 18 13.8%

Source: Primary Data

INTERPRETATION:

The above table depicts that satisfaction level of Characteristics of a company, 40.0%
of the respondents are satisfied about Quality, 36.2% of the respondents are highly satisfied
about Has a natural appearance, 43.8% of the respondents are Satisfied about Generates a
warm environment, 48.5% of the respondents are Highly satisfied about Easy to clean, 43.1%
of the respondents are Satisfied about Low maintenance costs after installation, 61.5% of the
respondents are Highly satisfied about Value for money, and remaining 40.0% of the
respondents are satisfied about Prestige and image.

Majority 61.5% of the respondents are highly satisfied about Value for money.

CHART NO – 4.18

SATISFACTION LEVEL OF CHARACTERISTICS OF A COMPANY

55
 TABLE NO – 4.19

KINDS OF BRAND TILES OF SALES TO YOUR FIRM

56
 KINDS NO OF RESPONDENTS PERCENTAGE
Johnson 35 26.9%
Kajaria 38 29.2%
Somany 30 23.1%
Nitco 27 20.8%
Total 130 100.0%
Source: Primary data

INTERPRETATION:

The above table shows that kinds of brand tiles of sales to your firm, 26.9% of the
respondents are said Johnson, 29.2% of the respondents are said Kajaria, 23.1% of the
respondents are said Somany and 20.8% of the respondents are said Nitco.

Thus the majority 29.2% of the respondents are said Kajaria.

CHART NO – 4.19

KINDS OF BRAND TILES OF SALES TO YOUR FIRM

57
 TABLE NO – 4.20

SUGGESTIONS FOR BETTER ACCEPTANCE

58
 SUGGESTIONS RESPONDENTS PERCENTAGE
Quality improvement 29 22.3%
More design and colours 27 20.8%
More sizes 36 27.7%
Competitive price 38 29.2%
Total 130 100.0%
Source: Primary data

INTERPRETATION:

The above table shows that suggestions for better acceptance, 22.3% of the
respondents are said Quality improvement, 20.8% of the respondents are said more design
and colours, 27.7% of the respondents are said more sizes and 29.2% of the respondents are
said Competitive price.

Thus the majority 29.2% of the respondents are said Competitive price.

CHART NO – 4.20

SUGGESTIONS FOR BETTER ACCEPTANCE

59
 TABLE NO –4.21

LIKE TO DEAL WITH COMPANY

60
 LIKE TO DEAL NO. OF RESPONDENTS PERCENTAGE

Yes 104 80.0%

No 26 20.0%

TOTAL 130 100.0%

Source: Primary Data

INTERPRETATION

From the above table shows that like to deal with company. 80.0% of the respondents
are recommended people to buy the product, 20.0% of the respondents does not
recommended to the people.

The majority 80.0% of the respondents are recommended people to buy the product.

CHART NO – 4.21

LIKE TO DEAL WITH COMPANY

61
 TABLE NO – 4.22

CHI-SQUARE ANALYSIS

62
NULL HYPOTHESIS

HO: There is no significance between the income level of the respondents and terms
of purchase pattern.

ALTERNATIVE HYPOTHESIS

H1: There is significance between the income level of the respondents and terms of
purchase pattern.

Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
INCOME LEVEL OF
THE RESPONDENTS *
130 100.0% 0 .0% 130 100.0%
TERMS OF PURCHASE
PATTERN

INCOME LEVEL OF THE RESPONDENTS * TERMS OF PURCHASE PATTERN Cross

tabulation
TERMS OF PURCHASE PATTERN
Count
1 time 2-3 times 4-5 times 4 Total
INCOME LEVEL OF Below Rs.5000 8 0 0 0 8
THE RESPONDENTS Rs.5000-Rs.10000 19 19 1 0 39
Rs.10000-Rs.15000 0 0 34 0 34
Above Rs.15000 0 0 26 23 49
Total 27 19 61 23 130

63
 Chi-Square Tests

Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 1.794E2a 9 .000
Likelihood Ratio 200.211 9 .000
Linear-by-Linear Association 99.142 1 .000

N of Valid Cases 130

a. 5 cells (31.3%) have expected count less than 5. The minimum expected count is 1.17.

Symmetric Measures
Asymp. Std. Approx.
Value Errora Approx. Tb Sig.
Ordinal by Ordinal Gamma 1.000 .000 24.554 .000
Measure of Kappa
.531 .050 11.515 .000
Agreement
N of Valid Cases 130
a. Not assuming the null hypothesis.
b. Using the asymptotic standard error assuming the null hypothesis.

RESULT
The calculated value is greater than the table value. So we reject the null hypothesis.
There is no significance between the income level of the respondents and terms of purchase
pattern.

64
 TABLE NO – 4.23

CORRELATION

The table shows that the relationship between experience of the respondents and feel
about sales activity.

Correlations

EXPERIENCE FEEL ABOUT

OF THE SALES
RESPONDENTS ACTIVITY
EXPERIENCE OF THE Pearson Correlation
1 .901**
RESPONDENTS
Sig. (2-tailed) .000
N 130 130
FEEL ABOUT SALES Pearson Correlation
.901** 1
ACTIVITY
Sig. (2-tailed) .000
N 130 130
**. Correlation is significant at the 0.01 level (2-tailed).

65
NONPARAMETRIC CORRELATIONS

Correlations
EXPERIENC FEEL
E OF THE ABOUT
RESPONDE SALES
NTS ACTIVITY
Kendall's tau_b EXPERIENCE OF Correlation
1.000 .846**
THE RESPONDENTS Coefficient
Sig. (2-tailed) . .000
N 130 130
FEEL ABOUT SALES Correlation
.846** 1.000
ACTIVITY Coefficient
Sig. (2-tailed) .000 .
N 130 130
Spearman's rho EXPERIENCE OF Correlation
1.000 .881**
THE RESPONDENTS Coefficient
Sig. (2-tailed) . .000
N 130 130
FEEL ABOUT SALES Correlation
.881** 1.000
ACTIVITY Coefficient
Sig. (2-tailed) .000 .
N 130 130
**. Correlation is significant at the 0.01 level (2-tailed).

RESULT

This is a positive correlation. There are relationships between experiences of

the respondents and feel about sales activity.

66
 TABLE NO – 4.24

ANOVA

NULL HYPOTHESIS H0:

There is no significant relationship between age of the respondents and feel about
transport facility provide by the firm.

ALTERNATIVE HYPOTHESIS H1:

There is a significant relationship between age of the respondents and feel about
transport facility provide by the firm.

Descriptives

95% Confidence Between-

AGE OF THE Interval for Mean
RESPONDENT Std. Compone
S Deviatio Std. Lower Upper Minim Maxi nt
N Mean n Error Bound Bound um mum Variance
Excellent 40 1.10 .304 .048 1.00 1.20 1 2
Good 55 2.04 .189 .025 1.99 2.09 2 3
Moderate 23 3.00 .000 .000 3.00 3.00 3 3
Poor 12 4.00 .000 .000 4.00 4.00 4 4
Total 130 2.10 .914 .080 1.94 2.26 1 4
Mod Fixed
.209 .018 2.06 2.14
el Effects
Random
.599 .19 4.01 1.143
Effects

Test of Homogeneity of Variances

AGE OF THE RESPONDENTS

Levene Statistic df1 df2 Sig.

6.639 3 126 .000

67
 ANOVA
Sum of Mean
AGE OF THE RESPONDENTS
Squares df Square F Sig.
Between (Combined) 102.173 3 34.058 776.378 .000
Groups Linear Unweighted 90.083 1 90.083 2.054E3 .000
Term Weighted 102.146 1 102.146 2.329E3 .000
Deviation .027 2 .013 .306 .737
Within Groups 5.527 126 .044
Total 107.700 129

Robust Tests of Equality of Meansb

AGE OF THE RESPONDENTS
Statistica df1 df2 Sig.
Welch . . . .
Brown-Forsythe . . . .
a. Asymptotically F distributed.
b. Robust tests of equality of means cannot be performed for AGE OF THE RESPONDENTS
because at least one group has 0 variance.
POST HOC
Multiple Comparisons
Dependent Variable: AGE OF THE
RESPONDENTS
(I) FEEL ABOUT TRANSPORT 95% Confidence Interval
FACILITY PROVIDE BY THE
FIRM
(J) FEEL ABOUT TRANSPORT Mean
FACILITY PROVIDE BY THE Difference (I-
FIRM J) Std. Error Sig. Lower Bound Upper Bound
LSD Excellent Good -.936* .044 .000 -1.02 -.85
Moderate -1.900* .055 .000 -2.01 -1.79
Poor -2.900* .069 .000 -3.04 -2.76
Good Excellent .936* .044 .000 .85 1.02
Moderate -.964* .052 .000 -1.07 -.86
Poor -1.964* .067 .000 -2.10 -1.83

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 Moderate Excellent 1.900* .055 .000 1.79 2.01
Good .964* .052 .000 .86 1.07
Poor -1.000* .075 .000 -1.15 -.85
Poor Excellent 2.900* .069 .000 2.76 3.04
Good 1.964* .067 .000 1.83 2.10
Moderate 1.000* .075 .000 .85 1.15
Tamhane Excellent Good -.936* .054 .000 -1.08 -.79
Moderate -1.900* .048 .000 -2.03 -1.77
Poor -2.900* .048 .000 -3.03 -2.77
Good Excellent .936* .054 .000 .79 1.08
Moderate -.964* .025 .000 -1.03 -.89
Poor -1.964* .025 .000 -2.03 -1.89
Moderate Excellent 1.900* .048 .000 1.77 2.03
Good .964* .025 .000 .89 1.03
Poor -1.000 .000 . -1.00 -1.00
Poor Excellent 2.900* .048 .000 2.77 3.03
Good 1.964* .025 .000 1.89 2.03
Moderate 1.000 .000 . 1.00 1.00
Dunnett T3 Excellent Good -.936* .054 .000 -1.08 -.79
Moderate -1.900* .048 .000 -2.03 -1.77
Poor -2.900* .048 .000 -3.03 -2.77
Good Excellent .936* .054 .000 .79 1.08
Moderate -.964* .025 .000 -1.03 -.89
Poor -1.964* .025 .000 -2.03 -1.89
Moderate Excellent 1.900* .048 .000 1.77 2.03
Good .964* .025 .000 .89 1.03
Poor -1.000 .000 . -1.00 -1.00
Poor Excellent 2.900* .048 .000 2.77 3.03
Good 1.964* .025 .000 1.89 2.03
Moderate 1.000 .000 . 1.00 1.00
*. The mean difference is significant at the 0.05 level.

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HOMOGENEOUS

AGE OF THE RESPONDENTS

FEEL ABOUT Subset for alpha = 0.05
TRANSPORT
FACILITY
PROVIDE BY
THE FIRM N 1 2 3 4
Student-Newman- Excellent 40 1.10
Keulsa Good 55 2.04
Moderate 23 3.00
Poor 12 4.00
Sig. 1.000 1.000 1.000 1.000
Tukey B a
Excellent 40 1.10
Good 55 2.04
Moderate 23 3.00
Poor 12 4.00
Means for groups in homogeneous subsets are displayed.
a. Uses Harmonic Mean Sample Size = 23.530.
MEANS

RESULT

From the above analysis, we find that calculated value of the F-value is a positive
776.378 value, so H1 accept. Since the P value 483.135 is less than < 0.05 regarding there is

70
significant relationships between age of the respondents and feel about transport facility
provide by the firm. The results are significant at 4 % level.

CHAPTER – V

5. FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

1. Majority 43.8% of the respondents come under the 26 - 40 years age category.
2. Majority 65.4% of the respondents are male.
3. Majority 60.0% of the respondents are married person.
4. Majority 29.2% of the respondents are graduate category.
5. Majority 43.8% of the respondents services up to 2 years.
6. Majority 37.7% of the respondents are earned above rs.15000.
7. Majority 46.9% of the respondents are purchase 4-5 times.
8. Majority 36.9% of the respondents come under the friends & relatives category.
9. Majority 29.2% of the respondents are said floor tiles.
10. Majority 42.3% of the respondents are satisfied about sales activity.
11. Majority 36.2% of the respondents are sell all type of sale.
12. Majority 33.8% of the respondents are buying tiles for features.
13. Majority 33.1% of the respondents are instalments.
14. Majority 42.3% of the respondents are good about transport facility provide by the
firm
15. Majority 36.9% of the respondents are satisfied about storing facilities.
16. Majority 41.5% of the respondents are said agree with the brand name of the product.
17. Majority 60.0% of the respondents are highly satisfied about advertising.
18. Majority 61.5% of the respondents are highly satisfied about value for money.
19. Majority 29.2% of the respondents are said kajaria.
20. Majority 29.2% of the respondents are said competitive price.
21. Majority 80.0% of the respondents are recommended people to buy the product.

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5.2 SUGGESTIONS

1. The industry should concentrate on more aggressive advertisement to promote their

products. The company should launch more and more promotional schemes like two
for the price of one “or more discount coupons.
2. The tiles should do more to promote their brand as customers prefer good brand while
buying any tiles. Customer prefer price as an important factor while buying any so the
tiles should fix the price accordingly.
3. The firm must be increasing sales promotions with use strategy level to the reason
trend
4. The tiles product is competitive in the consumer condition so the organization
continues for their advertisement media influence to the customers need.
5. Television media are major role in tiles product and also factors influencing to the
customer pattern level.
6. Each and every product is verities and defer from quality taste etc., so the product
meet the tiles product competition in the consumer.

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5.3 CONCLUSION

A consumer strategy is something that constantly evolves, adapting to changing

consumer conditions. Within Enterprise, the outcomes from its many different types of
business are constantly reviewed and evaluated. Judgements are then fed into the decision
making process. This enabled new strategies to be developed to improve operations.

Company should concentrate on direct meeting with the customer as they are the most
vital element in deciding the growth or decline of any company. Company should decrease
the response time to the complaint received. The company should fix certain amount of tiles
especially for the dealers and give them free of cost as incentives. The company should
appoint more and more persons for the promotions of the brands. Company should decrease
delivery time of the tiles.

This research contributes to the perceptive of consumer buying behaviour in the

electronic home appliances market. The key findings of the study designates that the
overall set of independent variables was weakly associated with the dependent variable. On
the other hand, the profound analysis found that social factors, physical factors, and
marketing mix elements were strongly associated with the buying behaviours of Indian
consumers.

73
 BIBLIOGRAPHY

1) Abdul and Velayutham (2015), “Consumer Buying Behaviour – A literature review”,

National Conference of “Innovative Business Practices in Technologic Era”, IOSR
Journal of Business and Management (IOSR-JBM), pp. 8-16.
2) Abriel and Oredana (2012), “The Impact of Advertising on Consumer Behavior in the
Resita City Population”, Make Harmony between Technology and Nature, and Your
Mind will Fly Free as a Bird Annals & Proceedings of DAAAM International 2012,
Vol. 23, No. 1, pp. 1047 -1050.
3) Acebron, L. B., Mangin, J.-P. L., & Dopico, D. C. (2000), “A proposal of the buying
model for tile products”, Journal of International tiles and Agribusiness Marketing,
Vol.11 No.3, pp 75–96
4) Aditi, Midha, Shuchi Midha and Sanjeela Mathur (2013), “Buying behaviour of
consumer towards Green Buildings in Delhi – NCR”, Gian Jyoti E-Journal, Vol.3
No.3, pp 1-10.
5) Ananda Kumar and S. Babu (2014), “Factors influencing consumer buying behavior
with special reference to tiles products in Pondicherry state”, Abhinav International
Monthly Referred Journal of Research in Management and Technology, Vol. 3, pp. 65
– 73.

WEBSITES

https://sree-gokulstiles-mart.business.site/

74
 A STUDY ON CONSUMER BUYING BEHAVIOUR TOWARDS SRI GOKUL’S
TILES MART WITH REFERENCE TO SALEM
APPENDIX

1) Name………………………………………………………..
2) Age
a) Below 25 years [ ] b) 26-40 years [ ]
c) 41-55 years [ ] d) Above 55 years [ ]
3) Gender
a) Male [ ] b) Female [ ]
4) Marital Status
a) Married [ ] b) Unmarried [ ]
5) Educational Qualifications
a) Illiterate [ ] b) School [ ]
c) Graduate [ ] d) Others [ ]
6) Experience
a) Up to 2 years [ ] b) 2-6 years [ ]
c) 6-10 years [ ] d) Above 10 year [ ]
7) Income
a) Below Rs.5000 [ ] b) Rs.5000-Rs.10000 [ ]
c) Rs.10000-Rs.15000 [ ] d) Above Rs.15000 [ ]
8) How the frequency purchase tiles product per year?
a) 1 time [ ] b) 2-3 times [ ]
c) 4-5 times [ ] d) More than 5 times [ ]
9) What is the source of information for buying tiles?
a) Advertisement [ ] b) Friends/Relatives [ ]
c) Dealers [ ] d) others [ ]
10) What products do you sell from your show room?
a) Wall tiles [ ] b) Floor tiles [ ]

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 c) Digital floor tiles [ ] d) Printed tiles [ ]
11) How do you feel while sales activity?
a) Highly satisfied [ ] b) Satisfied [ ]
c) Dissatisfied [ ] d) Highly Dissatisfied [ ]

12) Your product sale in order or agreement?

a) Order only [ ] b) Agreement only [ ]
c) Other sales [ ] d) All types of sales [ ]
13) What is the reason for buying the tiles?
a) Price [ ] b) Brand image [ ]
c) Features [ ] d) Others [ ]
14) Which type of promotional activities attracts customers?
a) Discount [ ] b) Instalment [ ]
c) Support to new customers [ ] d) others [ ]
15) How do you feel about transport facility provide by the firm?
a) Good [ ] b) Average [ ]
c) Moderate [ ] d) Poor [ ]
16) How does your satisfaction level of storing facilities of the firm?
a) Highly satisfied [ ] b) Satisfied [ ]
c) Dissatisfied [ ] d) Highly Dissatisfied [ ]
17) Are you satisfied with the brand name of the product?
a) Strongly agree [ ] b) agree [ ]
c) neutral [ ] d) disagree [ ]
e) strong disagree [ ]
18) Are you satisfied with the following features?
Features Highly satisfied Satisfied Dissatisfied Highly Dissatisfied

Packaging

Brand name

Price

Advertising

Quality

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 19) State the satisfaction level of Characteristics of a company?
Characteristics Highly Satisfied Dissatisfied Highly
satisfied Dissatisfied
Quality

Has a natural appearance

Generates a warm environment

Easy to clean

Low maintenance costs after

installation
Appropriate price

Value for money

Prestige and image

20) Which kinds of brand tiles of sales to your firm?

a) Johnson [ ] b) Kajaria [ ]

c) Somany [ ] d) Nitco [ ]

21) What are the suggestions for better acceptance of the company?

a) Quality improvement [ ] b) More design and colors [ ]

c) More sizes [ ] d) Competitive price [ ]

22) Would you like to deal with company?

a) Yes [ ] b) No [ ]

23) If any suggestions……………………………………………………………

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