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Project Report on

“A STUDY ON BUSINESS TO BUSINESS AND BUSINESS TO CUSTOMER MARKETING


ANALYSIS OF M/S ART SENSE INTERIORS PVT LTD. BENGALURU”.

Submitted By
SHIVANI S SHARMA

REG NO : PO3EE22MO15037

INSTITUTE OF BUSINESS MANAGEMENT AND RESEARCH


In partial fulfillment to the requirements for the awards of the degree of MASTER OF
BUSINESS ADMINSTRATION

Under the Guidance of


INTERNALGUIDE EXTERNALGUIDE

GEETHA KHADE Abir pancholi


Associate Professor CEO &FOUNDER
IBMR ASI
Bangalore Bangalore

INSTITUTE OF BUSINESS MANAGEMENT AND RESEARCH(IBMR)


(APPROVED BY AICTE,AFFILICIATED TO BANGALORE UNIVERSITY)

(BATCH 2023-2024)
ART SENSE INTERIOR PVT LTD
(LV COMPLEX,3rd floor neard forum mall,kormangla
Bangalore-560034 .India)

HRDDEPT

DATE: 03/02/2024

CERTIFICATE

This is to certify that shivani s Sharma [Reg No: P03EE22M015037 MBA Student from
institute of business management and research Bengaluru has successfully completed his project
report with special reference to “A STUDY ON BUSINESS TO BUSINESS AND BUSINESS TO
CUSTOMER MARKETING ANALYSIS OF M/S ART SENSE INTERIORS PVT LTD
BENGALURU” in our organization Art sense interior Pvt ltd Bangalore from 01/01/2024 to
30/01/2024.
During the period of her project work with us he was found hard working and inquisitive.
We wish her all the best for her future career and success in life

GENERALMANAGER-HRD

DECLARATION
I Shivani S Sharma (P03EE22M015037), a student of Masters of Business Administration at institute of
business management and research (IBMR) hereby declare that the project report on “ A study on business
to business and business to customer marketing analysis of art sense interiors pvt ltd bengaluru”
prepare by me under the guidance of Geetha khade, institute of business management and research
(IBMR)Management Bengaluru and external assistance by abir pancholi manager and CEO of art
sense interior pvt ltd Bengaluru .

I also declare that this project work is towards the partial fulfilment of the university regulations for the
award of degree of Master of Business Administration by Bangalore university .
I have undergone a project for a period of four weeks. I further declare that this project based on the original
study undertaken by me and has not been submitted for the award of any degree / diploma from any other
university / institution.

Place: Bengaluru shivani Sharma

Date: (P03EE22M015037)
ACKNOWLEDGEMENT

I shivani S Sharma , (P03EE22M015037), here by express my sincere gratitude to


abir pancholi manger and founder of art sense interior pvt ltd bengaluru for his valuable
guidance and constant support ,out this project report successfully.

I express my sincere gratitude to my internal guide professor Geetha khade, institute of


business management and and research Technology, bengaluru for his support and guidance
in carrying out this project report successfully.

I thank prof. Rajesh kuranwad , Principal of (IBMR), BENGALURU for providing


opportunity encouragement to complete this project report.

Finally, I thank the all management , faculty members, Staff, My Friends, My Parents and
all my well-wishers for helping and encouraging me in one of the other ways during the
period of my project

Place: Bengaluru Shivani sharma


Date: (P03EE22M015037)
TABLE OFCONTENT
Chapter No. Title Page No.
1 Introduction

 business profile
 company profile
 Promoters
 Vision
 Mission
 Quality policy
 Product/Service profile
 Area of Operation
 Infrastructure facilities
 Competitors information
 SWOT Analysis

2 Theoretical Background & Literature Review


3 Research Design
 Statement of the problem
 Need of the study
 Objectives
 Scope of the study
 Research methodology
 Hypotheses
 Limitations

4 Data Analysis & Interpretation


5 Finding, Suggestions &Conclusion
Bibliography
Questionnaire
Annexure
Chapter-1
Introduction, Business Profile, Company
Introduction, business Profile, Company Profile

Introduction of industry :

Interior design is an industry which designs the interior environment of any given structure. It
incorporates elements of architecture, engineering, and technology to create spaces that meet
functional, aesthetic and emotional demands. Interior design is a creative practice that merges art
and science to create interiors that are both functional and attractive. Interior design professionals
develop plans, research materials and products, and create detailed drawings and specifications to
ensure the successful execution of their designs.

The industry of interior design is divided into residential, commercial, and contract interior design,
with professionals typically opting to specialize in one of these areas. Residential interior design
encompasses the design of any interior space for a private residence, including planning furniture
layouts, selecting color palettes, and selecting fixtures, finishes, and materials. Commercial interior
design focuses on the design of functional and aesthetically pleasing spaces for businesses,
including selecting finishes, materials, and furniture that enhance the user experience. Contract
interior design is focused on the design of large-scale projects, such as hotels, offices and
institutional buildings.

Interior design is an important and ever-evolving field, encompassing a wide range of disciplines
and design styles. Interior design professionals strive to create harmonious, functional, and visually
appealing spaces for their clients. Through the application of creative problem solving, creative
expression, and attention to detail, interior designers are able to create beautiful and functional
interiors.

interior design is an industry that focuses on the designing and decorating of interior spaces such as
homes, businesses, and public spaces. It is a wide-ranging field that includes a variety of styles,
focuses, and approaches, and often requires creative problem-solving to achieve a desirable result.
Interior design can be divided into two main categories: residential and commercial.

Residential interior design focuses on creating aesthetically pleasing, functional spaces within
private homes. Residential designers take into consideration the family's lifestyle and preferences,
as well as constructing a space that takes into account the architecture of the building and its
surrounding environment. This includes the materials and finishes used, furniture selection and
layout, and other decorative elements. The goal is to create rooms that feel comfortable, inviting,
and that showcase the homeowner’s unique style.

Commercial interior design, also known as corporate design, is often focused on creative problem
solving within the workspace. This can include designing spaces that maximize efficiency,
company branding, and overall productivity. Elements such as ergonomics, natural lighting, and the
use of color and texture are often taken into consideration. Commercial interior design also
includes creating a welcoming environment for clients and employees, while also creating a
workplace that reflects the values and vision of the business.

Interior design is a multidisciplinary profession that takes skills from many different industries.
Designers must be familiar with architecture, engineering, construction, and the visual arts in order
to create effective, aesthetically pleasing interior spaces. Interior designers often collaborate with
numerous professionals such as architects, builders, electricians, and landscape architects in order
to ensure successful projects.

Interior design is a growing industry that is increasingly important in both public and private
spaces. Interior designers are constantly looking for new ways to make spaces functional and
aesthetically pleasing. As the industry continues to evolve, so does the techniques, materials, and
approaches used by interior designers. Ultimately, interior design is an industry that requires
creative problem-solving to create attractive, comfortable, and functional buildings.

We ART SENSE INTERIOR Pvt Ltd, have completed many residential and commercial interior
design projects in and around Bangalore, INDIA. We are a team of professionals with a unique
sense of design and can deliver turnkey projects with utmost commitment and great satisfaction.
Space which you want, full of creativity, joy, and excitement, we can create that feeling in your
designing space.

Your home is a place where you get the maximum comfort. So, when you start with your home
interiors, plan them in a manner comfortable for you. we offer along with our specialized decor
styles and a huge range of combinations amongst novel and transitional styles of furniture. We are
known to be the best interior designers in Bangalore working on all kinds of home interiors
Bangalore and helping our clients build their dream home. We have built this reputation through
years of consistent and quality services and the best interior design cost you can get anywhere

HOW IT WORKS

ASI offers bespoke and specialized interior design solutions for all kinds of
properties, which includes 3BHK flats. Although,when it comes to the costs, there
are a lot of factors to discuss and consider ranging from what you want to the
materials you will choose. The cost of the project will depend upon your needs, but
what we can guarantee is the best value for your money and the most competitive
prices in the market.
Our Portfolio

1. Residential Interior Design


2. Office Interior Design
3. Commercial Interior Design
4. Contempary style design
5. Minimalistic
6. Modern style
7. Exquisite
8. Lake front style.

1. Residential Interior Design


Residential interior designs reflect the values and culture followed by an individual. The colors,
designs, patterns, almost every element of the interiors gives the sneak peak of a person’s
personality.

2. Office Interior Design


While home interiors are worked upon considering the delight of the entire household, office
interiors need to be exuberant and proficient. Interior designers for office also believe that a
professional workspace should efficiently mirror the values followed at work.

3. Commercial Interior Design


when considering commercial interior design, it is about the interior designs of
commercial spaces like offices, restaurants, retail stores and many other public spaces.

4. Contempary style design

Today, traditional interiors reference motifs from this era with a similar emphasis on polished,
curate interiors. However, Ghia says it can also be interpreted a bit more loosely. “Nowadays, I
think the word ‘traditional’ is very broad and, to me, can mean anything over 50 years old,” she
says. “Newer items, that is things that are 30–40 years old, we just tend to classify as ‘vintage.’

5. Minimalistic

Minimalist interior design is very similar to modern interior design and involves using the bare
essentials to create a simple and uncluttered space. It’s characterised by simplicity, clean lines, and
a monochromatic palette with colour used as an accent. It usually combines an open floor plan, lots
of light, and functional furniture, and it focuses on the shape, colour and texture of just a handful of
essential elements.

6. Modern style.
Modern design is an interior design style characterized by a monochromatic color palette, clean
lines, minimalism, natural materials, and natural light. It refers specifically to a historical aesthetic
movement that took place during the early to mid-twentieth century. Though it is often confused—
or used interchangeably—with the term "contemporary design," modern design is its own distinct
style.

7. Exquisite

Expensive furniture, glamorous antiques, and unique artwork are the hallmarks of a luxurious
interior design. In luxury interior design, the designer has a lot of leeway in terms of budget,
allowing for a wide variety of high-end options in terms of lighting, furniture, flooring, cabinetry,
fabrics, and artwork.

8. Lake front style design


Giving priority to beautiful views from your windows and creating an interior scheme that
complements this vista. This can be applied to houses of all modern interior design styles where
there's something great about the outdoors you have beyond the four walls of your home.

These are the portfolio of art sense interior PVT LTD.

Company profile .

Table no 1.1 table representing company profile.

Industry name Markeing management

Business Group Interior group

ADDRESS
. C/o - KAPG& Associates, 53, 3rd Floor, L V
Complex, 80 feet road, Kormangala , 7th
Block, Bangalore - 560034

CITY Bengaluru

STATE karnataka

COUNTRY India

PINCODE 560010
TELEPHONENUMBER 9902369513

EMAIL

WEBSITE info@artsenseinteriors.com

TYPE Public

FOUNDED 2007

FOUNDER Abir pancholi and group

NUMBEROFEMPLOYEES 3000+

COMPANY IDENTIFICATION -
NUMBER

Nature and business carried in art sense interior :


An interior design business offers a range of services to clients who seek expert guidance and
assistance in designing and decorating their spaces. Services can include space planning, furniture
selection, color consultation, lighting design, material sourcing and more.
Promoters of art sense interior (ASI)

Table 1.2 representing promoters


CHAIRMAN Abir pancholi
MANAGININGDIRECTOR Abir pancholi
JOINTMANAGINGDIRECTOR Avadh narayan
JOINTMANAGING DIRECTOR Dattetrya
DEPUTYMANAGING DIRECTOR Gyan agarwal
INDEPENDENTDIRECTOR Ajay kumar
INDEPENDENTDIRECTOR Ajay kumar
INDEPENDENTDIRECTOR Satish pandey

Background of art sense interior PVT LTD

Time Line

1878
First semi-annual furniture market (held in Grand Rapids, Michigan).
1904
First documented use of term “interior decoration.First courses in interior decoration offered at the
New York School of Applied and Fine Arts (Now Parsons).

1905
Elsie de Wolfe obtains her first commission as an interior decorator, and is identified as being the
first interior decorator. In 1913 she goes on to publish the first recognized book on interior design
“The House in Good Taste”

1925
Dorothy Draper starts the “Architectural Clearing House” and is identified as the first woman
interior decorator to specialize in commercial interiors.

1931
The American Institute of Interior Decorators (AIID) is formed.

1936
AIID changes its name to the American Institute of Decorators (AID).

1957
National Society for Interior Designers (NSID) is formed as a splinter group of the New York
Chapter of the AID
.
1961
AID changes its name to the American Institute of Interior Designers (still AID).

1963
National Office Furnishings Association (NOFA) creates NOFA-d (NOFA designers), a
professional group for Interior Designers who work for office furnishings dealers. Interior Design
Educators Council (IDEC) is formed.

1969
Institute of Business Designers (IBD) was started from NOPA-d (name changed from NOFA-d)
.
1970
Foundation for Interior Design Education Research (FIDER) is formed to review and accredit
undergraduate and graduate interior design programs.

1974
National Council for Interior Design Qualification (NCIDQ) is formed to develop and administer a
national interior design qualification exam.

1975
American Society of Interior Designers (ASID) is created from the union of American Institute of
Interior Designers (AID) and National Society of Interior Designers (NSID).
1982
Alabama becomes first state with title registration legislation for Interior Design
.
1992
Americans with Disabilities Act (ADA) becomes law, identifying accessibility standards for all
public buildings.

1994
Unification of International Business Designers (IBD), International Society of Interior Designers
(ISID), and Council of Federal Interior Designers (CFID) to form International Interior Design
Association (IIDA), with the intent to create an international association with a united mission that
would represent interior designers worldwide.

2006
Foundation for Interior Design Education Research (FIDER) becomes the Council for Interior
Design Accreditation (CIDA)

Vision of the organization:

Vision of art sense interior is

“Our vision is to be one of the leading Interior Design company providing end-to-end home
furnishing & décor solutions. We strive to create bespoke luxury affordable, enabling more people
to live in luxury homes..”

Mission of the organization:

Our Mission is to create smooth, aesthetic & functional designs for everyday spaces. We
focus our design skill & intelligence to make the ordinary-extraordinary.

“To build leading customer-centric business enabled by technology, maintaining the


highest standards of corporate governance and uncompromising values”.

Quality policy:

ASI provides the best qualities of services under brand Rehau . Brand rehau is an quality
policy of art sense interior limited.
Products/services profile of ASI and overview:

 REHAU
 GREENLAM LAMINATES
 BLUM
 KLEIBERIT
 GREEN PANNEL
 CENTURY LAMINATES
 FEVICOL
 HAFELE
 KITPLY
 SAINT-GOBLAIN GLASS
 GREEN PLY

Figure1.1 representing products of ASI

1. REHAU:

Rehau Crystal laminates are polymer glass that offers a high-quality glass finish without
the disadvantages of real glass. These laminates offer great design flexibility to your living
space. This range is available in high-gloss and super matt.
2. GREENLAM LAMINATES:

At Green lam we are committed to designing innovative decorative finishes that enhance
spaces in which they are found. Whether striking high gloss, bright solid colours, metals or
realistic woods, each decor is designed in-house to be the very best and to deliver
impeccable performance throughout use .

FEATURES

 Abrasion Resistant
 Anti Bacterial
 Anti Fungal
 Heat Resistant
 Impact Resistant
 Scratch Resistant

All these are facilities are available in all the branches of the company.

3. BLUM :

Creating furniture fittings for a better quality of living is very important to us. We
manufacture lift, hinge, pull-out and pocket systems for furniture and provide appropriate
services and assembly devices for them.
Services
 Personal services
 Digital services
 Logistic service
 Assembly services
 Communication services.

4. KLEIBERIT:
It is hard to imagine the modern world without KLEIBERIT adhesives. KLEIBERIT SE &
Co. KG is based in Weingarten, southern Germany. The company develops and produces
innovative adhesive systems spanning a wide field of applications for and with international
customers, in an ultra-modern research and production centre. KLEIBERIT currently
employs around 725 people around the world
.
PRODUCTS
 REACTIVE HOTMELTS
 NON-REACTIVE HOTMELTS
 STP ADHESIVES
 DISPERSION ADHESIVES
 1C / 2C PUR ADHESIVES
 SOLVENT-BASED ADHESIVES
 2C SEALING COMPOUNDS
 FOAMS
 ASSEMBLY ADHESIVES
 EPOXIES
 CONDENSATION RESIN GLUES
 SEALANTS
 SUPERGLUES
 PRIMERS
 HARDENERS
 CLEANERS
 ACCESSORIES

5. GREENPANNEL:

GREENPANEL BWP PLYWOOD

Greenpanel Boiling Water Proof (BWP) Plywood is a waterproof, premium plywood that
ensures excellent durability against any weather condition and comes with 21 years
guarantee. Made with carefully selected hardwood species timber that give it strength and
stiffness, BWP Plywood is capable of handling changing weather conditions (wet and dry)
without the risk of delamination, swelling and warping.

APPLICATION

 Outdoor furniture
 Shipbuilding and other marine applications
 Areas exposed to moisture, both inside and outside
 Interior design and fittings
 Woodwork and joinery
 Furniture and kitchen cabinet

6. Century laminates:
Century Laminates is India's premier manufacturer & seller of decorative laminates. It's a
name that the country has been putting its trust in for years to get just the finest laminates.
We offer the best laminates in India, exceptionally crafted using a unique technology, in
which special resins impart extra strength to our laminates, making them highly resistant to
scratch and abrasion.
Century Laminates' exotic range of laminates design is characterized by higher colour
fastness and the best bonding properties with substrates available in the market today.
Century Laminates offer a compelling package of six unique selling points, making them
the ideal choice for your diverse living spaces. Versatile and adaptable, these laminates are
suitable for a wide range of applications, ensuring a perfect fit in any area of your home.
Visualizes
 Century ply
 Century laminates
 Century doors
7. FEVICOL :

Fevicol is an Indian brand of adhesives owned by the company Pidilite Industries, known
for its strong bonding and adhesive qualities. It holds a significant position in the Indian
adhesives market and has also made its mark in international markets.

8. HAFELE
‘Hafele’ is the first of its kind built-in home appliances brand that is remarkably
International by design and functionality, yet distinctively Indian by features and functions
which specifically
Cater to requirement of the country.

9. Kitply :

It is the only plywood company that features in the list of Consumer Super Brands of India.
The company's in-house research and technology ensures not just consistency in product
quality but also continuous improvements in products, processes, and application areas.

10. SAINT-GOBLAIN GLASS


Saint-Gobain India Private Limited – Glass Business (formerly Saint-Gobain Glass India
Limited) is a subsidiary of Saint Gobain that manufactures and markets solar control glass,
fire-resistant glass and other various types of float glasses in India. It has its manufacturing
plant at Sriperumbudur, 40 kilometres (25 mi) from Chennai.

11. GREEN PLY


Green ply is among India’s largest interior infrastructure brands, headquartered in Kolkata,
West Bengal.[1] The company has established a strong foothold with over 30 years of
experience in manufacturing and marketing a comprehensive range of plywood, block
boards, decorative veneers, flush doors, and other allied products.

Competitors for art sense interior limited:


1. DECORPOT LIMITED
2. THE KARIGHARS INTERIORS LIMITED.
3. PRESTIGE INTERIORS LIMITED
4. V K INTERIORS LIMITED
5. FLAIR WOOD INTERIORS LIMITED
6. REMINISCENT INTERIOR LIMITED
7. BUILD MATRIX LIMITED

These are the top 5 competitors for the art sense interior ltd

ART SENSE INTERIOR SWOT ANALYSIS

Strengths

1. Personal Touch:

Every interior designer brings their own unique flair and style to their projects. This
individualistic touch not only distinguishes your services from others but also helps in
building a recognizable brand .

2. Adaptability:

The design world is dynamic. An ability to adapt to different client needs, ranging from
different aesthetics to varying budgets, can set you apart.

3. Networking:

Building strong relationships with suppliers ensures access to the best materials at
competitive prices.

4. Digital Presence:

A strong online portfolio showcases your capabilities and draws in potential clients.
Platforms like Instagram or Pinterest are visually driven, making them perfect for
designers.

Weaknesses
1. Initial Costs:

Renting or buying studio space, investing in high-quality design software, obtaining


necessary licenses, and perhaps hiring initial staff can be a significant financial burden .

2. Competition:

 The interior design industry is saturated in many areas. Distinguishing your services from
others can be challenging
 Competition can lead to price wars, which could reduce profit margins.

3. Economic Sensitivity:

Interior design is often viewed as a luxury service. In economic downturns,


households and businesses cut down on luxury spending.

4. Constant Need for Upgradation :

 Design trends change frequently. What's in vogue today might be out of style in a few
years.
 Software tools also evolve, meaning continuous investment in learning and upgrading to
provide the best services.

Opportunities

1. Sustainable and Eco-Friendly Designs

There's a global shift towards sustainability. Offering eco-friendly design solutions not only
taps into this trend but also can be a significant selling point
2. Virtual Design Consultations

With advancements in AR and VR, you can offer clients a virtual walk-through of their
designed spaces.

3. Online Sales :

Apart from design services, you can curate or create decor pieces, furniture, or artworks for
sale on your website.

4. Collaborations :

Partnering with real estate developers can get you bulk contracts for new properties.

Threats.

1. Economic Downturns :

As previously mentioned, recessions can lead to reduced demand. This can


affect both the number and the budget of projects you secure .

2. DIY Platforms

With increasing accessibility to design tools and tutorials, many


individuals are opting for DIY solutions. This can impact the
demand for professional design services .
3. Unlicensed Practitioners :

Many individuals without formal training or licensing might offer design services at a
much lower rate. They can draw away potential clients, especially those looking for budget
solutions.

4. Changing Tech Landscape


Staying updated with the latest software and technology is not only expensive but also
time-consuming. However, not doing so risks making your services outdated or less
efficient than those of competitors who leverage the latest tech tools.
Chapter–2

Conceptual Background and Literature


Review
Chapter– 2

Conceptual Background and Literature Review

Market segmentation:

the market place for any product is often created of many segments a ‘market’ in the end is
that the mixture of shoppers of a given products and clients (finishe duser) market agencies
make a market square measure of variable characters and shopping for behavior. There
square measure various factors tributary for variable way of thinking of shoppers its therefore
natural that several differing segments occur among market.

In order to capture this heterogenous market place for any products marketers something
divide or disintegrate the market into variety of dub market segments and therefore the
method is understood as market segments

The importance of market segmentation results from the very fact that the customers of a
products or a services are a any same cluster. Actually, each customer has individually
wanted, preferences, resources and behavior. Since its just about not possible to cater for
each customer individually characteristics, marketers’ clusters customers to promote
segments by variables they need common. These common characteristics permit developing
a consistent selling combine for all customers during this section.

Through segmentation the merchandiser will examine the variations among the client
teamsandjudgeanacceptable/offersforeveryclusters.Thisisoftenexactlywhysome selling
gurus/experts have delineated segmentation as a technique of dividing the markets for seizure
them.

Attributes of effective segmentation:

 Segmentation is identifiable
 Segmentation are accessible easily
 It should be sizeable
 Segmentations makes profitable
 Its durable easily
 Segmentation is compatible
Reasons for market segmentation:’
 Segmentations facilitates proper choice in the target marketing

 Segmentations are highly profitable


 Segmentations facilitates at aping in the markets , and to adopting the offer in target.
 Segmentations are stimulating innovtion
 Segmentation makes market efforts more economic development
 Segmentations benefits the customers
 Segmentations makes sustainable customers relationship in all the phases in customer life
cycle
 Segmentation targets communication
 Segmentation higher markets shares

Need of market segmentation:


 Segmentation helps the companies to implement effective marketing strategies and
promotional activities according to tastes demand of each customers in market.
 Segmentation helps torelate their services to market segments
 Segmentation helps to find the needs of the target audience and adopt proper and
effective marketing plan
 Segmentation helps organization to adopt focused approaches as the results founded in
marketing segmentation
 Segmentation gives the clear view what customers are expecting services, which service
to buy what services not to buy
 Segmentation helps to know the purchasing power according to the customer incomes
group and target customer depending to customers standards

Scope of market segmentation:


 Market segment has scope in finding the target audience
 Market segmentation has important scope in making position the customers
 Market segmentation has a huge scope in promoting and reaching the customers
 Market segmentation important scope is finding the customers need and customers
satisfaction

Basis of segmentation
Segmentation can be classified into different basis such as
 Geographic segmentation
 Demographic segmentation
 Psychographic segmentation

Geographic segmentation:

Potential customers are a unit in a very native , state , regional ornationalmarketphase. If a


firm commercialism a product like farm instrumentality, geographic location can
stayasignificantconsidersegmentationyourtargetmarketssincetheircustomersarea unit set
specifically rural areas. Whereas for outlet, geographic location of the shop is one is in every
of the foremost necessary issues, during this case town area unites are most popular.
Segmentation of shoppers supported geographic factors are: -

 Region:-

Region segmentation by the country, state ,city, area ,etc….

 Size:-

Size segmentation is classified on the basis in size of ametrocities are as of its population

 Population density:-

Its on the basis of the urban area ,rural area, sub urban areas etc.….

 Climatic conditions in the states or cities.

Importance of geographic segmentation:

 Geographic segmentation gives information about the large companies to make target the
needs and wants of the customers in different regions or cities.
 Geographic segmentation gives and allows the small companies to make its minimum
budgets and give cost effective.
 Geographic segmentation is easy to perform its segment

Demographic segmentation:

Demographic segmentation is purely based on the customers demographic factors such as:

 Age of the customers


 In comes or earnings of the customers
 Purchasing power of customers on products
 Occupation of the customer
 Gender of the customers
 Family size of customers
 Family cycle of customers
 Nationality of customers
 Religion of customer
These variables are totally depended on the demographic segmentation its customers
demographic variables.

Importance/advantages of demographic segmentation:

 Demographic
 segmentation data are easily obtained
 Demographic segmentation makes straight forward targeting and analysis
 Demographic segmentation are cost effective
 Demographic segmentations are easy to measure
 Demographicsegmentationisidealformonitoringcurrenttrendandsocialshifts

Disadvantages of demographic segmentation:

 Demographic segmentation is based on the assumptions


 Demographic segmentation data are too vague
 Demographic segmentation alienates people
 Sometimes it gives misinterpreting the data

Psychographic segmentation:

Psychographic segmentation teams’ customers in line with their lifestyle and shopping for
psychological science. Several businesses provide merchandise supported the attitudes
beliefs and emotions of their target market. The will for standing, increased look and extra
money square measure samples of psychographic variables .They’re the factors that
influence your customers buying call. A vendor of luxury things would charm to associate in
nursing individual wants for standing symbols psychographic segmentation includes
variables such as: -

 Activities
 Interest
 Opinions
 Attitude
 Perceptions
 Values
 Personality traits
 Social status

Importance of psychographic segmentation:

 Psychographic segmentation makes customer study by their psychology, attitudes,


lifestyle etc.…
 Psychographic segmentation is essential any need of company wants any customized
products or services
 Psychographic segmentation is simple comparing to demographic and geographic
segmentation.
 It helps to understand customer behavior

Disadvantages of psychographic segmentation:

 It’s extremely time consuming


 Every customer is different so it is difficult to analyses the customers’ needs and wants.

Behavioral segmentation:

Markets will be segmental on the premises of emptor behavioral moreover. Since all
segmentation is in a very method associated with emptor behavior, one can be tempted to
raise why emptor behavior-based segmentation thought to be a separated technique. Its as a
result of there’s some distinction between buyers’ characters that square measure mirrored by
their geographic, demographic and psychographic profiles, and their shopping for behavior.
Marketers usually realize sensible profit in victimization shopping for behavior. Marketers
usually realize sensible profits in victimization shopping for behavior as a separated
segmentation base additionally to bases like geographic, demographic, and psychographic.
The primary plan in customers behavior segmentation is hat totally {different completely
different} client steams expect different advantages from an equivalent Product and
consequently, they’ ll diverge in their motives in owing it and their behavior in shopping for it.
Variables of customers behavior are: -

 Quality, economy look of a product


 Usage rates
 Brand loyalty
 Readiness to buy
 Occasion
 Attitude towards offering
Importance of behavioral segmentation:

 It helps the company to identify customers of a same behaviors


 Its helps to know about the brand loyalty of a customers
 Its helps to know about the usage rates of customers different seasons.

Disadvantages of behavioral segmentation:

 Its difficult to measure the different customers behaviors


 Mostly behavioral segmentations are qualitative data not full completely quantitative
data.

Advantages of market segmentation:

 Market segmentation helps to distinguish different customers group from the given
markets
 Segmentation makes proper choice of target market
 It provides effective tapping in the market
 Helps divide the different segment market and conquer them
 Segmentation makes the help in specialization required products
 Segmentation makes the markets more good economy
 Segmentation helps to achieve more profitable
 It helps not only marketers but it also helps the customers

Disadvantages of segmentation

 Segmentation leads to limited production of the product.

 Segmentation leads to expensive production


 Segmentation is an expensive marketing
 Segmentation led to difficulty in distribution
 Sometimes it creates a promotion problem
 It creates a stock and storage problems

Literature review:

1. Armstrong, Gary, and Kotler, Philip,

In this literature its been clearly stated that the basic principles and practices of modern
marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars
- (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an
efficient, effective teaching and learning environment. Coverage of the latest trends, topics,
and company profiles - Electronic commerce, data mining, data warehousing, brand strategies
and profiles, mass customization, web-based marketing research. New chapter on direct and
online marketing (Ch. 14) - Explores the burgeoning use of Internet, database, and related
technologies that promise to change the very nature of buying and selling. *New/updated
Marketing at Work features - Highlights additional examples and important information
throughout the text. *The latest marketing technologies - Incorporates dozens of new
technology-oriented examples, features, and illustrations throughout the text.

2. Beyer, Glenn H. Housing and Society . New York: Macmillan Co,, 1965. Comprehensive
text about the different areas in the housing field. Review of some of the literature on the
historical, economic, social, and design aspects of housing. Gives a good history of
American housing and presents data from the 1960 federal censuses of population and
housing. Three patterns of growth of cities are illustrated: concentric zone theory; sector
theory; and multiple nucleus theory. Use of new materials and new building methods are
discussed. Analyzes the neighborhood unit planning concept. Includes information in
relation to house financing.

3. Birren, Faber. Color , Form and Space . 1961


New York: Reinhold Publishing Corporation, 1961. Contains useful information in relation
to the use of color in interior design. Explains the different theories of color. Points out that
color is integral with form. Discusses the natural symbol of color in terms of a triangle
where one angle is pure hue; the second angle is white; and the third angle is black. It has
four simple derivations. Pure color and white combine to form tints. Pure color and black
combine to form a shade. White and black combine to form gray. The final form, tone, is
the product of all: color, white and black; or tint, shade and gray. Clear and concise.
Illustrations complemented the text. Some of them explain in detail the different color
schemes, tints, shades and tones.

4. New Horizons in Colors . New York: Reinhold Publishing Corporation,1955. The


general principles involved in colors using specific examples to make color theories more
easily understood are presented. Color is an integral part of design and form. The most
personal of all uses of color is in the home. Discusses how color has become more
utilitarian. Points out that common tasks are influenced by color and considers the different
ways each particular color affects a task. Many illustrations supplement the text.

5. Bittermann, Eleanor. Art in Modern Architecture . New York: Reinhold Publishing


Corporation, 1952. Presents
illustrations of the architectural arts in the United States only. Divided into chapters
according to materials. Examples chosen are the best integrations of art and architecture to
date. Exclusive concern with fixed murals. Explains the role of painting and sculpture in
architecture. Some architects considered sculpture more appropriate than mural paintings
for architecture. Painting and sculpture can be integrated with the building design. Direct
contact murals, canvas murals, fresco and fresco secco murals, mosaic murals, ceramic tile
murals, and enamel on metal murals are considered. Stone sculpture, wood sculpture, metal
sculpture, concrete sculpture, plaster sculpture and ceramic sculpture are discussed. The
different kinds of sculpture: intaglio, low relief, high relief, free standing, ground based
and suspended sculpture are explained. Many illustrations were included in the text.

6. Comme ry, E. W. and C. Eugene Stephenson. How to Decorate and Light Your Home .
New York: Coward-McCann, 1955. Practical
information on arrangement, color, furniture, accessories, lamps and lighting. Brilliant
guide including descriptions analyzing the necessary steps to success in planning a
beautiful home. Includes ideas for house renovations. Practical book in interior decoration
which has as its basic premise that of utility combined with visual satisfaction. In it is
information for those who like current furniture designs and information for those who
prefer traditional. Three periods in life when the desire to decorate is quite important are:
when a child establishes his small bit of space; when youth marries and begins to build his
home; and when the mature individual gathers about himself the cherished objects and
memories of a lifetime. Many illustrations are used to explain the text.

7. Cooper, Dan. Inside Your Home . New York: Farrar, Straus and Company, 1946. House
suitability, cheerfulness and ease of cleaning are emphasized. How to have the kind of
home desired regardless of income. Three basic requirements a home ought to meet: to be
suitable to the family; to be physically cheerful; to be clean, fresh, and easy to keep that
way. A place for talking; a place for reading; a place to sleep; a place to eat, and a number
of places to put things into or onto are house requirements discussed. Color and lighting are
two other topics brought out. Information presented in a clear and concise form. Pen
drawings are used accompanied by statements that supplemented the text.

8. Dal Fabbro, Mario. Modern Furniture - Its Design and Construction . New York: Reinhold
Publishing Corporation, 1949. A reference
book on modern furniture. Mainly provides dimensions for typical furniture pieces used in
offices and dwellings. In general, only length, width and height are shown, but since the
drawings are done in scale, the dimensions of parts can be rather easily determined.
Contains a number of reproductions of photographs. Designers' and manufacturers' names
are given for many of the pieces. At the back of the book is a sixteen page supplement of
detailed drawings of furniture.

9. Eckbo, Garrett. Landscape For Living . New York: F.W. Dodge Corp., 1950. Discusses
information in relation to house gardening and landscape design. Three types of gardens
are pointed out: the utility garden in which special plants are raised as a crop for their
produce and in which the space for people could be the minimum necessary for cultivation;
the living garden, in which space for people is most important and plants and other features
form a background for their activities. The show garden in which there is plenty of space
for people who come to . see some impressive sort of picture, composition, arrangement of
plants, sculpture or construction is the third type of garden considered. The natural material
used in landscape design and the basic factors in the selection of plants are discussed.
Content is divided into four main parts: Part A, Background; why now, what is landscape
design, history through the eighteenth century, developments since the eighteenth century,
the world we live in, and , ; the principles of design. Part B, Theory; the question of space
and people, materials, earth-rock-water, plants and planting, structural elements. Part C,
Practice: specific conditions, gardens, parks, public buildings, group housing. Part D, What
next; from art to plan- ning, from planning to art.
270 illustrations supplemented the text.

10. Ford, Katherine and Thomas Creighton. The_ American House Today . New York:
Reinhold Publishing Corporation, 1951.
Floor plans, photographs of exteriors and interiors, and descriptions of eighty-five houses
built during the years 1947-1951, following modern ideas of structure, design and use of
materials. Accomplishments in design and construction of the modern house in the United
States are summarized including a detailed discussion of the pictures shown. Program, site,
space organization, environment, construction methods, and materials that are factors
affecting today's houses, and family social patterns, needs and wants are considered.

11. Giedion, Sig fried. Architecture , You and Me . Massachusetts: Harvard University Press,
1958. A collection of essays about modern architecture which discusses the problems
facing contemporary architecture and urban design and the development of the
contemporary movement in architecture. An interesting book that shows how the history of
architecture should be taught; not by the sterile naming of orders and styles but as basic
interpretations posed by the problems of space and the materials used. A clear and
perceptive idea about the rationale of modern architecture and what the freedom of new
materials and form expresses. Nine points important in .- architecture monumentality are
explained. Occasionally names of international modern art and architecture are mentioned
and described. v' The format, somewhat confusing, includes essay material, radio dialogue,
quotes and conferences.

12. Grillo, Paul Jacques. What is Design . Chicago: Paul The obald and Co., 1960. Discusses
design in terms of material, unit, scale, rhythm, dynamism, and harmony. Design is not an
added quality, it is an essential part of it. Material possesses its own design language:
structure, texture and aspect. Five material categories: rock material, organic material,
metal material, synthetic material and hybrid material are discussed. Climate, orientation,
proportion and composition in design are considered.Dedicated to the young designer.
There are an infinity of ways to reach art according to the author, all, good, if they are
authentic. ^^'S:^W'',. Includes a series of advices in the introduction. The content is divided
into three main parts: Archetypes; form, material, climate, orientation; Proportion;
openings, the world of man, the world around us; Composition; energy, mass, motion, the
idea. Discusses that the world around us is a world of numbers that spell life and harmony.
Proportion is considered as a rapport between two dimensions. The various areas where a
certain kind of activity takes place in architecture are classified in three categories: private,
public and service. Many illustrations supplemented the text.

13. Hudnut, Joseph. Architecture and the Spirit of Man . Cambridge: Harvard University Press,
1949. A group of essays of which partial content is as follows: Part I: - On traditional and
modern architecture. What buildings are beautiful? The obelisk of General Washington;
The gothicke university; The postmodern house; Space and the garden. Part II: On the
architecture of cities: The invisible city; The political art of planning; What a young
planner ought to know; Blueprint for a university; and The art in housing. Useful self-
educational book for those interested in design. Archi- tecture — perceived through the
imaginative handling of enclosed space, through skillful distribution of light, through the
better appreciation of vista, and through the unaffected proportion -- is considered. The
book's message is important not only in architectural terms, but as a source of information
for house planning as well. Achieves the purpose of encouraging architectural appreciation.
14. Jones, Cranston. Architecture Today and Tomorrow . New York: McGraw-Hill Company,
1961 Illustrated discussion
of the works of 25 famous architects through a description of their outstanding building
projects; a brief biography of each and an explanation of the reasons for their designs.
Primarily about American architecture. Written with enthusiasm, and plentiful quotes from
the architects. ' Modern architecture is constantly changing and its development is
"'',affected by a continual -battle of classical versus romantic trends, by the structural
inventiveness of the engineer - architects, and by the visions of the futurist. There are
plenty of photographs; some, in color, show the function of color in modern buildings.

15. Lewis, Ethel. Decorating the Home . New York: Macmillan Co., 1942. Partial contents:
Art elements: Design composition; Houses: Architectural styles; Color charts and
harmonies; Walls and wall coverings ; Floors and floor coverings; Textiles; Window
treatments; Furniture styles; Specialized furniture and slip covers; Pictures as decoration;
Lamps and shades and other accessories; Dining table details; Flower arrangement.
Concerned with lasting beauty rather than with efforts to attain it inexpensively. Useful for
homemakers who are interested in dealing with professional decorators or desire to do their
own decorating on a firm basis of knowledge and taste. Illustrations supplemented the text.

16. Miller, Gladys. Furniture For Your Home . New York: M. Barrows and Co., 1945.
Practical suggestions on the selection, buying and arrangement of furniture. Discusses both
antique and modern furniture as well as built in furniture. Yields many useful ideas for
furnishing an entire home or just making some changes in a room. General and inclusive
book on the selection and use of furniture for specific arrangements in the average home.
Has several points of special interest: the author assumes that the average home owner
owns some furniture, and will not be starting from scratch; she suggests combining pieces
of different periods and types. For each room a chart is given for suggested balanced
arrangement. Clues to furniture values, what to look for and how, are given. Quick
reference charts for identification of periods.

17. Mock, Elizabeth. If You Want to Build a House . New York: Simon and Schuster Inc.,
1946. Modern
architecture is represented as not just another imitative style but an attitude toward life
regulated by the physical and emotional needs of living people and trying to meet them as
nearly as possible. Size is :•' considered first, starting with the statement that the trouble
with many small houses is that they are too small. The items of ventilation and degree of
openness to the outside, furnishings and surroundings are taken up briefly. The wide choice
of materials and quality available on the market is pointed out. A competent architect is
indispensable according to this book. An approach to attempt to persuade a client to satisfy
his individual needs in regard to space, shape, light, materials and color rather than merely
conform to tradition. 116 interior and exterior photographs of modem homes are a valuable
complement to the text.

18. Moholy-Nagy, Sibylle. Native Genius in Anonymous Architecture . New York: Horizon
Press, 1957. A work in architectural and design fields where the author assembled more
than 100 photographs of private dwellings which illustrate the natural beauty of buildings
honestly constructed with respect to materials function, climate and environment. Points
out that the world is full of beautiful anonymous architecture and that these are important
sources of information for modern architecture. Discusses the general principles in
architecture. The quality in architecture can be evaluated by four features: the roof, the
comer, the base, and the access. Establishes the differences between the builderand the
architect. The book is divided into sections covering site and climate, form and function,
materials and skills and a critique of the artistic quality of the examples chosen.

19. Nelson, George. Chairs . New York: Whitney Publications Inc., 1953. Discusses chair
design and construction methods. The chair is unique among all objects of furniture in that
it substitutes for the action of certain muscles to hold the body in a position other than
supine. The Baraw chair which permits the sitter to rest with the feet higher than the head
is one of the many styles considered in this book. Herman Miller, Eero Saarinen, Alvar
Aalto, George Nakashima, Mies Van der Rohe, Finn Juhl, Marcel Bruer, Robsjohn
Gibbings, and Charles Eames are some of the designers discussed. Content is discussed
according to the different materials used in chairconstruction: Bentwood, laminated wood,
molded plastic, solid wood, metal, and upholstery.

20. Neutra, Richard Joseph. Survival Through Design . New York: Oxford University Press,
1964. This
author is considered one of the foremost architects and designers in the world. Discusses
the significance of design in the survival of the human race. Pointed out that man does
have the unique ability to control his own environment and that he feels his survival
depends upon his advantage of planning his home, communities and objects according to
his biological needs. Tries to arouse citizens' interest in community planning. Contains
philosophical opening chapters which are a little difficult to understand. Filled with
observations on the effect of surroundings on people. Includes many anecdotes. One of the
most important parts is concerned with the theory of design termed functional ism where
the author states that "function follows form."A stimulus to creative thought not only in the
process of design but in establishing attitudes toward designs made by others. Devoted too
little to thought of value judgments and tends to overlook two important actualities. The
first is the unconscious and the part it plays in the emotional satisfactions of living. The
second has to do with pure esthetics and contemplation. To the author, the aim of design is
to produce objects whose effect would be the reduction of nervous and physical tensions.

21. Pahlmann, William. The Pahlmann Book of f Interior Design . New York: Bryan Holme,
1955.
Written simply and informally for the layman. Presents the funda- mentals of house
decoration or interior design, turning a house or an apartment into a home. Ideas are
presented to do over a house or to rejuvenate one room. Types cf decoration, color
schemes, room arrangement and furniture grouping are considered. The discussion is
illustrated with many illustrations, chiefly photographs in black and white with some in
color. The photographs graphically illustrate the author's words of advice.

22. Pevsner, Nikolaus. Pioneers of the Modern Movement: From William to Walter Gropius .
New York: The Museum of Modern Art, 1949.
Traces the rise of the modern movement, particularly in architecture, but also in the other
arts, from the Time of William Morris to the beginning of the war. Art by people and for
the people. Style not easy to read. Louis Sullivan, Victor Horta and Frank Lloyd Wright are
some of the architects discussed. Important contributions of the architects are considered.
William Morris, first artist to realize how precarious and decayed the social foundations of
art had become during the centuries since the Renaissance and especially during the years
since the Industrial Revolution is recognized as the Father of the Modern Movement.
Walter Gropius, memorandum on standardization and mass production of small houses and
on advisable ways of financing such building. Frank Lloyd Wright was also a leader in the
development of modern architecture. Many illustrations supplemented the text.

23. Ponti , Gio. In Praise of Architecture . New York: F. W. Dodge Corporation, 1960.
Emphasizes that architects should be leaders of countries because they give shape to
countries. Points out that architecture makes itself the substance of politics by concerning
itself with the following goals: (1) Distribution of space for life, work, and
communications; the functioning of the country as a whole, that is town planning on a
national scale; (2) Group order and works of art, culture, justice, governments, that is, the
city; (3) The house as the natural right and substance of the family, housing for everybody;
(4) The formation and education of the group, schools, libraries, colleges, and universities;
(5) The dignity of man's employment, perfect buildings for his work hours; (6) The man's
personal welfare, maternity clinics, kindergartens, hospitals, convalescent homes,
sanatoriums, and old people's homes; (7) The knowledge of the country, its history and art,
transportation, hotels, monuments, and landscape; (8) Adult education, movie houses,
theaters, auditoriums, libraries,' museums and exhibitions; (9) Sports and
recreationstadiums and swimming pools; (10) The coordination of work, unification of
production by means of perfect prototypes; (11) The quality and individuality of work,
handicraft at a very high level.

24. Robs john- Gibbings, Terence H. Homes of the Brave . New York: Alfred A. Knopf, 1954.
A study and criticism of the changes in American interior decoration over the past sixty
years. One of the qualities of this book is the use of humorous and satirical drawings.
Informative, amusing, concise, brief and convincing. Filled with statements of cultural
criticism in an area that touches everone who lives in a house. Interests anyone who thinks
of his house as something more than just shelter. The combination of sharp satire and broad
humor ^ery often confuses the reader. The author feels that all trouble in American
architecture will be solved if common sense is used in house designing. Good source of
information for all who are contemplating building a home.

25. Rogers, Kate Ellen. The Modern House U.S.A. - Its Design and Decoration . New York:
Harper and Brothers, 1962.
Important source of interior design information. Includes houses, domestic designs and
plans. Part I deals with the characteristics of the modern family and the needs and living
patterns which have influ- enced the various types of architecture prevalent today. Part II
deals with the plastic elements and the practical elements of the individual rooms of the
house. Part III discusses the furnishings of the modern home and the elements and
principles of good design with special emphasis on modern rather than traditional
furnishings. Excellent if its generalities are narrowed with other readings. For a specific
problem or interest, the book may not meet the needs.

26. Saarinen, Eliel. The City , Its Growth , Its Decay . Its Future . New York: Reinhold
Publishing Corporation, 1943. An
individual building is not a work of art. The function of the building has to be integrated
into the function of the city. The author's ideal is the designing of such community
environments as could make of the community and of the dwelling alike a culturally
healthy j r place in which to live. City-planning or city building, as he understands it, must
be a v/ar against slums and urban decay. Attention is given to all the material problems that
must be solved. The city is made for men, not men for the city. The architecture must wait
until the social foundation has been built. Stressing the importance of adequate city
buildings from the point of view of the whole nation's welfare, material and cultural; social
research is necessary; civic improvement and development must happen in accordance
with appropriate means and methods; fundamental principles should be followed in all city
buildings; and the architectural nature of the city building should be emphasized .
Decentralization of a city is also considered.

27. Schroeder, Francis N. Anatomy For Interior Designers and Hov/ to Talk to. a Client . New
York: Whitney Publications Inc., 1951. Includes very
good information in relation to the correct size and proportion of furniture according to the
shape of the human body. The standard measurement used for men is 5' 9" and for women,
5' 8". How to determine the correct place for a television set is considered in one chapter.
Rules discussed are as follows: for persons with normal eyesight, change the diameter of
the television tube from inches to feet and sit within that range; farsighted persons should
sit further back, but nearsighted persons should not get too close. The relationship between
the interior designer and his client is also considered. Content is divided into three main
parts. The first is Anatomy for Interior Designers, the second. How to Talk to a Client .
Many illustrations supplement the text. Most of them include specific dimensions.

28. Sunset Ideas for Storage in Your Home . California: Lane Publishing Company, 1958.
Contains good ideas for household storage. The steps included in planning storage are
considered. The first one pointed out is to decide exactly what storage is needed — what
items are to be stored, and the amount of space necessary to accomodate them. The
different kinds of storage needed in a house are for kitchen utensils, food, linens, cleaning
implements, supplies, sewing, bathroom supplies, children's toys, clothes, books,
magazines and others. Includes a construction guide for storage units giving details of
measurements, materials, etc. The content is divided into two main parts. The first explains
the needs in houses of different storage units. The second is a construction guide for
storage units. Many illustrations complemented the text. Shov/s clear and concisly the
many acceptable ways to organize, plan, and build storage space in the house.

29. Tunnard, Christopher. City of Man. New York: Charles Scribner's Sons, 1953 A
picture of the conditions of urban living in an industrial age, and a combination of history,
criticism and creative thought. A well written volume using non-technical terms which
anyone interested in civic design or urban development can readily understand. Excellent
guide to city planning. Is considered the most imoortant work on urban planning to appear
in the United States. Three types of city planning are discussed in this book: the linear plan,
curvilinear plan; and the metonian street pattern, sometimes called radio concentric. Three
factors in city planning ; the drive for individual expression; the drive for identification of
the individual with the group and the drive for identification of group with group, are
discussed. Illustrations of architectural work effectively supplemented the discussion.

30. Walsh, Harold Vandervoort. Your House Begins With You . New York: George W.
Stwart, Inc., 1950. A
step-by-step guide to planning a home suited to the family's needs and interests. It is a
sensible approach and a plan for hopeful home-builders. 250 . drawings, sketches and
photographs illustrate the text. The factors included in planning a house - money, time and
space - are considered. Also, the factors included in planning the different activity areas in
a house are explained in detail.

31. Wieler, Virginia. Kitchen . New York: Abelard-Schuman, 1956. How


to cnoose, plan, equip and decorate a kitchen is the main idea of this book. An authority on
kitchens, a former editor of House and Garden, considers different types of kitchens for
different ways of life: an indoor-outdoor kitchen; teen age kitchen; gourmet kitchen and
others. Gives plans and details of arrangements. Practical and useful, showing the
revolutionary changes that have taken place with the new look and the new equipment
available to the housekeeper. Contains photographs of many types of kitchens. It is a
valuable source of information for architects, home owners, builders and students.

32. Wright, Frank Lloyd. The Natural Hous_e . New York: Horizon Press, 1955.
Discusses the ideas and beliefs of one of the most distinguished and influential modern
architects. Explains the organic theory: simplicity and continuity are the means to achieve
it. Form follows function. Every method and every material might speak for itself. Five
new resources used to make living easier and better are: (1) reality in buildings' exterior -
form and function become one in design; (2) glass - super material, by it ground enters into
the building; (3) continuity - steel is its prophet and master; (4) recognizing the nature of
the material; and (5) integral ornamentation. Ideas concerning the ideal house for a
democratic American are also pointed out. Wright's ideas put a great deal of emphasis on
nature. Good source of ideas for persons who are planning to build a house or who are
interested in houses. 212 illustrations supplemented the text.

33. Wright, Russel and flary. Guide to. Easier Living . New York: Simon and Schuster, 1954.
Content is explained using common examples. Simple vocabulary. Floor plans, furniture
arrangement, and house plans are included. Source of information for people who are
planning to build or buy a house. Ideas for planning everything in the home. Includes
outdoor and indoor living. The basic steps in planning each area of a house - living room,
dining room, bedrooms, bathrooms - are considered. The qualities of living of each one of
the rooms in a house are also explained. The appropriate furniture and its arrangement in
the house are discussed.

34. Zevi , Bruno. Architecture As Space . New York: Horizon Press, 1957. A
history of bui 1 dings from a modern perspective. Includes such structures as fountains,
columns and monuments with the more conventional temples, palaces, cathedrals and
commerical and dwelling units. The author subjects all edifices to aesthetic, cultural and
functional criteria. Abundantly illustrated discussion. Architectural examples : r^-v 13from
many periods are chosen to illustrate similar principles which results in stimulating and
provocative comparisons. Form, movement, force, vitality, balance, light, shade,
symmetry, rhythm, mass, volume, emphasis and character in architecture are discussed.
Chapter – 3 Research Design
Chapter – 3

Research design

Statement of the problem .

The problem statement of this project topic is market need in different from the geographical
segment but the demographical segment plays an important role in service marketing. The main
problem in segmentation is that segmentation is find customers need and to satisfy the customers
need in different segment but segmentation cannot find all needs of a customers and its
segmentation cannot satisfy all different class of customers like upper class, middle class, lower
middle class and working-class customers. Mainly in NBFC sector different class customer has
different needs so segmentation cannot recognize all needs and satisfy all different class customers.
This is main problem statement of the topic.

Need of the study

 Segmentation helps the companies to implement effective marketing strategies and


promotional activities according to tastes demand of each customers in market.
 Segmentation help store late their services to market segments
 Segmentation helps to find the needs of the target audience and adopt proper and
effective marketing plan
 Segmentation helps organization to adopt focused approaches as the results founded in
marketing segmentation.

Objectives
 To understand the segmentation practices in art sense interiors limited
 To determine the factors influencing on segmentation.
 To analyze the impact of market segmentation on customers satisfaction.
 To examine the relationship between segmentation and customers perception & to
suggest possible solution.

Scope of STP study


 Market segment has scope in finding the target audience
 Market segmentation has important scope in making position the customers
 Market segmentation has a huge scope in promoting and reaching the customers
 Market segmentation important scope is finding the customers need and customers
satisfaction.
Research methodology .

Every design is a hypothesis but unlike scientific researches the design hypothesis are
rarely express in projects. Instead, they remain imbedded in the designer’s mind.
There are assumptions that design hypothesis can be made more explicit and for that at
least two routes can be identified in the design research:
1- design evaluation
2- Theory development

The design evaluation reiterates the numerous techniques for the existing post-
occupancy evaluations ranging from sophisticated methodologies to simulations that
provide a feedback of the design process and implementations.

The design theory or concept development is based on reviews of scholarly researches


that can be used to generate new ideas and approaches to design problems. However,
the design researcher needs to know where to look, what question to ask and how to
interpret data from other fields in light of particular design context.

Basic Research Methods and Techniques.

1. Subjective technique vs. Objective


can be based on assessment and communication methods like: Questionnaires, Interviews,
Focus groups, etc.
The subjective techniques assess feelings, thoughts ,perceptions , attitude and state of
mind.
While the objective techniques by contrast exist mainly in the physical features and
characteristics of objects.

2. Qualitative techniques vs. quantitative:

Qualitative techniques are based on methods used to assess subjective qualities of experience
such as: Interviews and observations. Its outcome is a verbal analysis such as: identifications
of themes, concepts and issues. While quantitative techniques are based on methods directed
toassign numbers to something being measured alsomeant to provide rating scales and
categories. But, quantitative data can include both subjective and objective measures.

Communication Based Methods and Techniques


Communication is a critical element of the entire design process especially in the
schematic design phase or the so-called comprehensive phase. Since the design concept
relates to the initial client’s interview that states the quantitative and qualitative goals,
therefore, the success of the project directly relates to the designer’s ability to listen and
to respond to the established goals. Suggested communication methods:
1. Programming and Planning Phase.
The Programming phase could also be called Info Gathering . The designer ’ s duty is
then to describe all the services required to obtain the data , documents , and
information needed to determine if the project is actually feasible and also to be able to
begin preliminary conceptual planning and specification. The Planning of a project is
when one defines what must be done, who will do it, how long it will take, and how
much it will cost.

2. Presentation methods and techniques.


It is important for a client to understand something about the design business and the scope
of services available. Presentation methods required:
-Present a preliminary schematic.
-Prepare a comprehensive file.
-Discuss client’s function, vision and budget.
-Use of images and words.
-Explain diagrams, organizational charts and visual concepts.
-Recommend preliminary layout solutions, construction methods and material and finally
recommend furniture.
-Use of models and present perspectives.
The interior designer’s duty also at this point is to develop adequate techniques for
helping his client’s perception of the space and guide him through the transition period.

3. Budget estimate and Schedule


1- The budget is often the responsibility of more than one person. Because interior
projects usually involve construction, design and furniture, general contractors can
estimate the specified construction works. Alsobecause interior designers should not
and cannot get directly involved in structural load-bearing constructions, they can still
budget wall and ceiling treatments, floor and window coverings, lighting fixtures,
furniture and other movable items.
2- Scheduling is a control function whereby it is necessary to assign various activities in
a practice and ensure that the appropriate work is being done, to see where and when
each person is in the course of the work plan and moreover ensure that the project
deadline is met.
3- Budget and Schedule requirements:
4- -Design concept reflected in the budget and schedule.
-Project budget presented as a preliminary estimate according to phases. Construction
cost, Furniture cost and Incidental expenses.
Limitation of study:

 market segmentation is to identify and fulfill customer need and wants but market
segmentation cannot identify all different class of customers and satisfy all
customers.
 customers have a different perception about market segmentation and its products
here also different customers have different perception it may be positive or negative
opinion.
 Market segmentation is not flexible sometimes It may cause rigid.
 Segmentation leads to limited production of the products
 Segmentation leads to expensive production

Chapter scheme:

Chapter1: INTRODUCTION

In this study the first chapter all about the introduction about the study which been
chosen .After the introduction about the topic next is focused on the industry profile
and company profile. In industry profile industry performance in market present and
future prospects are covered. In company profile the company information, promoters,
vision, mission, products, swot analysis, company performance are covered.

Chapter2:CONCEPTUAL BACKGROUND AND LITREATURE REVIEW

Chapter2 is mainly focused on the conceptual background of the topic which is chosen
market segmentation it mainly deals with the importance of segmentation, basis of
segmentation and its explanation, limitation of study. Next its dealed with literature review of
which is related to the topic and research gap.

Chapter3:RESEARCH GAP

Chapter3 which deals with the information about the research and it also includes the
research design introduction, statement of problem, objectives of study, scope of the study
research methodologies, different types of research, sample size, hypothesis and limitation of
the study.

Chapter4:ANALYSISAND INTERPRETATION

Chapter 4 is focused on the which gives the complete information and data which is collected
from the survey and results and interpretation of those data are collected.

Chapter5:FINDINGS, CONCLUSIONANDSUGGESTIONS:

In this chapter the study findings, study conclusions and any suggestions which are been
showed.
Chapter – 4 Analysis and Interpretation
Chapter – 4

Analysis and Interpretation

Data analysis and interpretation using graph and questionnaires:


Introduction:
1. The data analysis is made by using the questionnaire and the total respondents was 100.
the respondents was the customers of art sense interiors limited bengaluru branch

Basic information:

A.Gender

Tableno:4.1 respondents according to gender

Responds No of responds Percentage


Male 70 70
Female 30 30

gender

malefemale

Chart no:4.1percentage according to gender


Interpretation :

In the above table and chart shows that 70% of customers are male and 30% are
female who visit art sense interior limited bengaluru branch .
B. Occupation:

Table no: 4.2 respondents based on occupation:


Responds No of responds Percentage
Housewife 15 15
Employed 85 85
Students 0 0

occupation

housewifeemployedstudent

housewifeemployedstudent

Chart no: 4.2 percentage according to customers

occupation Interpretation:

In the above table and graph we can see that the customers occupation is 15%
customers are housewife and 85% customers are employed who vist art sense interior
limited bengaluru branch.

Part A : To understand the segmentation practices in art sense interiors limited

1. Are you regular customer of art sense interior limited bengaluru branch?

Table 4.3 responds regular customer of ASI bengaluru branch.

Responds Numberof responds Percentage (%)


A. Strongly agree (SA) 60 60
B. Agree(A) 6 6
C .Neutral (N) 21 21
D .Disagree(DA) 3 3
E .strongly disagree (SDA) 10 10
Total 100 100

Regular customers
60

21

10
6
3

Strongly agree(SA) Agree(A) Neutral(N) Disagree(DA) Strongly


disagree(SDA)

Chart 4.3 percentage of regular customers

Interpretation:

In the above graph and table, we interpret that of 100 respondents 60 people(customers) responded
strongly agree (SA), 6 people responded agree (A) , 21 people responded neutral (N), 3 people
responded disagree (DA) and 10 people responded strongly disagree (SDA)with the question
statement. By 60 responding strongly agreeing ASI they are regular customer.
2. Do you have knowledge of all 14 products available ASI PVT ltd bengaluru
branch segment?

Table4.4 Responds knowledge about all 14 products available in branch

Responds Number of responds Percentage (%)


A.SA 20 20
B.A 17 17
C.N 38 38
D.DA 19 19
E.SDA 6 6
Total 100 100

Responds products knowledge


38
40

35

30

25
20 19
20 17

15

10
6
5

0
Stronglyagree Agree Nuetral Disagree Stronglydisadgree

Chart number4.4 percentage of responds 14 product knowledge

Interpretation:

In the above graph in representation 38 % of people responded they have a neutral know about the
products that available, 20% of people responded they strongly know about the products, 17% have
some knowledge about products available in ASI group bengaluru branch .
3. Does ASI pvt ltd bengaluru branch is properly located in a right segment?

Table 4.5 responds branch located in right segment

Responds Number of responds Percentage (%)


A.SA 67 67
B.A 22 22
C.N 2 2
D.DA 5 5
E.S D 4 4
Total 100 100

Respondsaboutrightsegment
80

70 67

60

50

40

30
22
20

10 5
2 3
0
SA A N D DA
Chart 4.5percentage of responded about right segment placed

Interpretation:
In the above graph and table, we can clearly interpret that of 100 responds 67 people
(customers) responded SA, 22 people (customers) responded agree, 2 people
(customers) responded N, 5 people responded DA and 4 people responded SDA with
the question statement. By67%responding strongly agreeing that ASI group bengaluru
branch is correctly placed in a proper segment.
4. Does ASI PVT LTD advertisements have correctly attracted and reached to
this location segment customers?

Table4.6responds about promotion activities reached to customers

Responds Number of responds Percentage (%)


A.SA 8 8
B.A 15 15
C.N 48 48
D.DA 17 17
E.SDA 12 12
Total 100 100

respondsaboutpromotion
60

50 48

40

30

20 17
15
12
10 8

0
SA A N DA SDA

Chart4.6 percentage of responded about promotion activities reached to


customers.
Interpretation.

In the above graph and table, we can clearly interpret that out of 100 people who
responded 48 people responded N, 17 people responded DA, 15 people responded A,
12 people SDA and 8 people SA. The response got a mixed opinion 48% responded
neutral somewhere ASI PVT limited advertisement didn’t impact to gain attraction in
this location customers.
5. Did ASI limited ha started all class of customers in this segment?

Table 4.7 respondents about targeted all class of customers


Responds Number of responds Percentage (%)
A.SA 70 70
B.A 10 10
C.N 4 4
D.DA 4 4
E.SDA 12 12
Total 100 100

targetcustomerrrs
80

70
70

60

50

40

30

20

10 12
10
4 4
0

SA A N DA SDA
Chart4.7 percentage of respondents of targeted all class of customers

Interpretation:

In the above graph and table, we can clearly interpret that to of 100 respondents 70 people responded SA, 10
people responded A, 4 people responded N, 4 people responded DA and 12 people responded SDA with the
question statement. By 70% responding strongly agreeing that ASI PVT ltd bengaluru branch has targeted
all class of customers in this segment

6. Does ASI pvt limited pricing of services/ products are properly adopted in
bengaluru segment?

Table 4.8 respondents of price of products

Responds Number of responds Percentage (%)


A.SA 57 57
B.A 28 28
C.N 9 9
D.DA 4 4
E.SDA 2 1
Total 100 100

respondentsaboutpriceofproducts
60 57

50

40

30 28

20

9
10
4
1
0
SA A N DA SDA
Chart 4.8 percentage of respondents of price of products

Interpretation:

In the above graph and table, we can clearly interpret that of 100 respondents 57
people responded SA , 28 people responded A , 9 people responded N , 4 people
responded DA and 1 people responded SDA with the question statement . By 57%
responding strongly agreeing that ASI PVT ltd bengaluru branch pricing of services
are properly adopted.

7. does price of products in ASI finance is worthful and convenience for all
levels of customers in kormangla bengaluru branch segment?

Table4.9respondentsof price convenience

Responds Number of responds Percentage (%)


A.SA 44 44
B.A 29 29
C.N 15 15
D.DA 8 8
E.SDA 4 4
Total 100 100

respondsofpriceconvenience
50
45 44
40
35
29
30
25
20
15
15
10
8
5 4

0
SA A N DA SDA

Chart4.9percentage of respondents of price convenience

Interpretation:

In the above grap hand table , we can clearly interpret that of 100 respondents 44
people responded SA , 29 people responded A , 15 people responded N , 8 people
responded DA and 4 people responded SDA with the question statement . By 44%
responding strongly agreeing that ASI finance ltd bengaluru branch price is
convenience for all levels of customers.
8. IN ASI PVT LTD bengaluru branch does physical evidence (ex:spacing,
building, waiting chairs) are properly placed?

Table4.10respondentsof physical evidence

Responds Numberof responds Percentage (%)


A.SA 33 33
B.A 28 28
C.N 21 21
D.DA 12 12
E.SDA 6 6
Total 100 100

respondsaboutphysicalevidence
35 33

30 28
Chart4.10percentage of respondents about physical evidence

Interpretation:

In the above grap hand table,we can clearly interpret that of 100 respondents 33
people responded SA, 28 people responded A, 21 people responded N, 12 people
responded DA and 6 people responded SDA with the question statement. By 33%
responding strongly agreeing that ASI pvt ltd bengaluru branch physical evidence are
proper.

9. Does ASI limited bengaluru branch employees will in formal procedure


before purchasing the products?

Table4.11respondentsofcustomereducationbybranch

Responds Number of responds Percentage (%)


A.SA 77 77
B.A 8 8
C.N 7 7
D.DA 6 6
E.SDA 2 2
Total 100 100

Respondsofcustomereducation
90

80 77

70

60

50

40

30
8 7 6
20
2
0
10 SA A N DA SDA

Chart4.11percentageofrespondentsofcustomereducationbybranch

Interpretation:
In the above grap hand table, we can clearly interpret that of 100 respondents77people
responded SA, 8 people responded A, 7 people responded N, 6 people responded DA
and2peoplerespondedSDAwiththequestionstatement. By 77% responding strongly
agreeing that ASI group ltd bengaluru branch employees will inform properly.
10. Does ASI group pvt ltd is providing better services compared too there
competitors in this bengaluru segment?

Table4.12respondents of comparing services with compititors

Responds Numberof responds Percentage (%)


A.SA 72 72
B.A 10 10
C.N 8 8
D.DA 3 3
E.SDA 7 7
Total 100 100

Respondsofcomparingsericewithcompetitors
80
72
70

60

50

40

30

20 10
10 8 7
3
0
SA A N DA SDA

Chart4.12percentageofcomparingservicewithcompetitors
Interpretation:
In the above graph and table , we can clearly interpret that of 100 respondents 72 people responded
SA , 10 people responded A,8peoplerespondedN,3peoplerespondedDA and 7 people responded
SDA with the question statement. By72%respondingstrongly agreeing that ASI group pvt ltd
bengaluru branch is providing better services compared to other competitors in bengaluru segment.
Part B: To determine the factors influencing on segmentation

11. Do you think your religion, race, nationality etc... have been targeted by ASI
pvt limited to attracted you to visit branch in bengaluru segment?

Table number4.13respondents about demographic segmentation

Responds Number of responds Percentage (%)


A.SA 70 70
B.A 10 10
C.N 4 4
D.D 4 4
E.SA 12 12
Total 100 100

organisationculture
80
70
70
60
50
40
30
20
10
0

10 12
4 4

SA A N DA SDA

Chart4.13percentage respondents aboutdemographicsegment

Interpretation :

In the above graph and table, we can clearly interpret that of 100 respondents70people responded
SA, 10 people responded A, 4 people responded N, 4people responded DA and 12 people
responded SDA with the question statement. By 70% responding strongly agreeing the statement
ASI PVT ltd BENGALURU BRANCH branch.

12. Does your income play a major role to purchase product in ASI finance
bengaluru branch?

Tablenumber4.14respondentsofincomeplaymajorroletopurchaseproduct
Responds Numberof responds Percentage (%)
A.SA 55 55
B.A 17 17
C.N 6 6
D.DA 8 8
E.SDA 14 14
Total 100 100

customerincomeimpact
60 55

50

40

30

20
17
14
10 8
6

0
SA A N DA SDA

Chartnumber4.14percentagerespondentsofincomeplaymajorroletopurchase
product

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents55people
responded strongly agree, 17 people responded agree, 6 people responded neutral, 8
peoplerespondeddisagreeand14peoplerespondedstronglydisagreewiththequestion
statement.By55%respondingstronglyagreeingincomeplaymajorroleinpurchasing
products in ASI finance bengaluru branch
13. Doyouagreegeographicalsegmentlikelocation,areaofthisbranchisproperly
located in yelachenahalli?

Table4.15respondentaboutgeographicalsegmentationproperly located

Responds Numberof responds Percentage (%)


A.SA 77 77
B.A 12 12
C.N 3 3
D.DA 3 3
E.SDA 5 5
Total 100 100

propergeographicalsegment
90

80 77

70
60
50
40
30
20

12
10 3 3 5

0
SA A N DA SDA

Chartnumber4.15percentagerespondentaboutgeographicalsegmentation
properly located

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents77people
respondedSA,12peopleresponded A,3peoplerespondedN,3peoplerespondedDA
and5peoplerespondedSDAwiththequestionstatement.By77%respondingstrongly
agreeing geographical segment are properly located in yelachenahalli.
14. do you have a good opinion onproducts that you are using or already
usedproducts in ASI finance limited?

Table4.16respondentaboutopinionabout product

Responds Numberof responds Percentage (%)


A.SA 55 55
B.A 22 22
C.N 9 9
D.DA 10 10
E.SDA 4 4
Total 100 100

opionaboutproduct
60

50

40

30

20

10

SA A N DA SDA

Chart4.16percentagerespondentaboutopinionaboutproduct

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents55people
respondedSA,22peoplerespondedA,9peoplerespondedN,10peoplerespondedDA
and4peoplerespondedSDAwiththequestionstatement.By55%respondingstrongly
agreeingthatpeopleshaveagoodopiniononproductstheyareusingand alreadyused
products of ASI finance ltd bengaluru branch.
15. DoyouhaverepeatlyusedservicesinASI financelimitedin bengaluru branch?

Table4.17respondentsabouttherepeatusage of services

Responds Numberof responds Percentage (%)

A.SA 60 60
B.A 6 6
C.N 21 21
D.DA 3 3
E.SDA 10 10
Total 100 100

customerusage
70

60
60

50

40

30

20 21

10
10
0 6
3

SA A N DA SDA

Chart4.17percentagerespondentsabouttherepeatusageofservices

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents60people
respondedSA,6peoplerespondedA,21peoplerespondedN,3peoplerespondedDA and 10
people responded SDA with the question statement. By 66% responding
stronglyagreeingthatASI financeltdyelachenahallibranchcustomersarestrongly
agreeing they are repeatly used the products.
16. DoesASI financeltdisprovidingbetterservicescomparedtoother competitors in
this bengaluru segment?

Table4.18respondentsaboutbetterservicescomparedtoother competitors

Responds Numberof responds Percentage (%)


A.SA 72 72
B.A 10 10
C.N 8 8
D.DA 7 7
E.SDA 3 3
Total 100 100

servicequality
80
72
70

60

50

40

30

20
10
8 7
10
3
0
SA A N DA SDA

Chartnumber4.18Percentageofrespondentsaboutbetterservicescompared to
other competitors

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents72people
respondedSA,10peopleresponded A,8peoplerespondedN,7peoplerespondedDA
and3peoplerespondedSDAwiththequestionstatement.By72%respondingstrongly
agreeing that ASI finance ltd bengaluru branch is providing better services compared
to other competitors in bengaluru segments.
17. DoesASI financeltdyelachenahallibranchismaintaininggoodrelationship with
customers?

Tablenumber4.19respondentsaboutmaintaininggoodrelationwith customers

Responds Numberof responds Percentage (%)


A.SA 72 72
B.A 11 11
C.N 1 1
D.DA 5 5
E.SDA 11 11
Total 100 100

maintaningrelationship
80 72
70

60
50
40
30
20
10
0
11 11
5
1

SAANDASDA

Chart number 4.19 percentage of respondents about maintaining good


relationwith customers

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents72people
respondedSA,11peopleresponded A,1peoplerespondedN,5peoplerespondedDA and 11
people responded SDA with the question statement. By 72% responding strongly
agreeing that ASI finance ltd bengaluru branch is maintaining good relationship with
customer.
18. does comfort parking facility is available for ASI finance customers
inbengaluru branch segment?

Tablenumber4.20respondentsabouttheparkingfacilityto customers

Responds Numberof responds Percentage (%)


A.SA 71 71
B.A 11 11
C.N 12 12
D.DA 2 2
E.SDA 4 4
Total 100 100

parkingfacility
80
71
70

60

50

40

30

20 11 12

10 4
2

0
SA A N DA SDA

Chartnumber4.20percentageofrespondentsabouttheparkingfacilitytocustomers

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents71people
respondedSA,11peoplerespondedA,12peoplerespondedN,2peoplerespondedDA
and4peoplerespondedSDAwiththequestionstatement.By71%respondingstrongly
agreeing that ASI finance ltd bengaluru branch parking facility is properly adopted.
19. Doespricesegmentationareclassifiedaccordingtotheirincomegroupin
bengaluru branch?

Tablenumber4.21respondingaboutthepricesegmentationandincomegroup

Responds Numberof responds Percentage (%)


A.SA 83 83
B.A 3 3
C.N 4 4
D.DA 1 1
E.SDA 9 9
Total 100 100

pricesegmentation
90 83
80
70
60
50
40
30
20
10
0
9
3 4 1

SAANDASDA

Chartnumber4.21percentagerespondingaboutthepricesegmentationand income
group

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents83people
responded SA, 3 people responded A, 4 people responded N, 1 people responded DA
and9peoplerespondedSDAwiththequestionstatement.By83%respondingstrongly
agreeing that ASI finance ltd bengaluru branch price segment are classified according
to their income group are properly adopted.
20. Next time whenyou want to purchase aproduct willyouswitchto another
brand in bengaluru segment?

Tablenumber4.22respondingabouttheshiftingtoother brand

Responds Numberof responds Percentage (%)


A.SA 22 22
B.A 10 10
C.N 15 15
D.DA 33 33
E.SDA 20 20
Total 100 100

shifttootherbrand
35 33

30

25
22
20
20

15
15

10
10

0
SA A N DA SDA

Chartnumber4.22percentagerespondingabouttheshiftingtootherbrand

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents22people
responded SA, 10 people responded A, 15 people responded N, 33 people responded
DA and 20 people responded SDA with the question statement. By 33% responding
disagreeing that they will not switch to other brands.
Partc

Toanalyzetheimpactofmarketsegmentationoncustomerssatisfaction

21. areyousatisfiedwithproducts/servicesthatyouareusedinASI finance


limited?

Table4.23 respondentssatisfaction aboutservices

Responds Number of Percentage (%)


responds
A.Stronglysatisfied(SS) 66 66
B.Satisfied (S) 17 17
C.Neutral (N) 7 7
D.Dissatisfied (DS) 6 6
E.stronglydissatisfied(SDS) 4 4

Total 100 100

productsatisfaction
66
70
60
50
40
30
20
10 17
0
7 6 4

StronglysatisfiedSatisfiedNeutralDissatisfiedStronglydis

Chart4.23percentagerespondentssatisfactionaboutservices

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents66people
respondedstronglysatisfied,17peoplerespondedsatisfied,7peoplerespondedneutral, 6
people responded dissatisfied and 4 people responded strongly dissatisfied with the
question statement. By 66% responding strongly satisfied so customers are satisfied
products that have been used by customers in ASI finance ltd bengaluru branch.
22. AreyousatisfiedwithsecurityofcustomersatASI financeltdbengaluru branch?

Table4.24respondentsatisfactionwith securities

Responds Numberof responds Percentage (%)


A.SS 44 44
B.S 20 21
C.N 12 11
D.DS 16 16
E.SDS 8 8
Total 100 100

securitysatisfaction
50
45 44
40
35
30
25
20
15
10 20
5
16
0
12
8

SSSNDSSDS

Chart4.24percentagerespondentsatisfactionwithsecurities

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents44people
responded strongly satisfied, 20 people responded satisfied, 12 people responded
neutral, 16 people responded dissatisfied and 8 people responded strongly dissatisfied
with the question statement By 44% responding strongly satisfied so customers are
satisfied with securities provided to customers in ASI finance ltd bengaluru branch.
23.AreyousatisfiedwithinfrastructureofcustomersatMuthootfinanceltd
yelachenahallibranch?

Table4.25respondentssatisfactionofinfrastructure

Responds Numberof responds Percentage (%)


A.SS 78 78
B.S 11 11
C.N 4 4
D.DS 2 2
E.SDS 5 5
Total 100 100

infrastucturesatisfaction
90
78
80

70
60
50
40
30
20

11
10 4 5
2
0
SS S N DS DSS

Chart4.25percentageofrespondentssatisfactionofinfrastructure

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents78people
respondedstronglysatisfied,11peoplerespondedsatisfied,4peoplerespondedneutral, 2
people responded dissatisfied and 5 people responded strongly dissatisfied with the
questionstatementBy78%respondingstronglysatisfiedsocustomersaresatisfiedwith
infrastructure facility provided to customers in ASI finance ltd bengaluru branch

65
24.AreyousatisfiedwithproductsqualityinMuthootfinancelimited
yelachenahalli branch?

Table4.26respondentssatisfactionofproducts quality

Responds Numberof responds Percentage (%)

A.SS 66 66
B.S 11 11
C.N 7 7
D.DS 11 11
E.SDS 5 5
Total 100 100

productsatisfaction
70 66

60

50

40

30

20

11 11
10 7
5

0
SS S N DS SDS

Chart4.26percentagerespondentssatisfactionofproductsquality

Interpretation

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents66people
respondedstronglysatisfied,11peoplerespondedsatisfied,7peoplerespondedneutral, 5
people responded dissatisfiedwith the question statement By 66% responding
stronglysatisfiedsocustomersaresatisfiedwithproductqualityprovidedtocustomers in
ASI finance ltd bengaluru branch

66
25.AreyousatisfiedwithserviceprovidedbytheemployeesofMuthootfinance
limitedyelachenahalli branch?

Table4.27respondentssatisfactionof servicesprovidedemployees

Responds Numberof responds Percentage (%)


A.SS 55 55
B.S 18 18
C.N 10 10
D.DS 11 11
E.SDS 6 6
Total 100 100

satisfactionofservicebyemployees
60 55

50

40

30

20 18

10 11
10 6

0
SS S N DS SDS

Chart4.27percentagerespondentsatisfactionaboutserviceprovidedbyemployees

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents55people
responded strongly satisfied, 18 people responded satisfied, 10 people responded
neutral, 11 people responded dissatisfied and 6 people responded strongly dissatisfied
with the question statement By 55% responding strongly satisfied so customers are
satisfied with service provided to customers in ASI finance ltd bengaluru branch

67
26.AreyousatisfiedwithpriceoftheproductsimpliedinMuthootfinancelimited
yelachenahallibranch?

Table4.28respondentssatisfactionaboutproductprice

Responds Numberof responds Percentage (%)


A.SS 72 72
B.S 15 15
C.N 2 2
D.DS 7 7
E.SDS 4 4
Total 100 100

productpricesatisfaction
80
72
70

60

50

40

30

20 15

10 7
4
2
0
SS S N DS SDS

Chart4.28:Percentagerespondentssatisfactionaboutproductprice

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents72people
responded strongly satisfied, 15people responded satisfied, 2 people responded
neutral, 7 people responded dissatisfied and 4 people responded strongly dissatisfied
with the question statement By 72% responding strongly satisfied so customers are
satisfied with price of the products impliedin ASI finance ltd bengaluru branch

68
27.Areyousatisfiedwithplaceofbranchwhichisplacedinyelachenahali
segment?

Table4.29respondentssatisfactionaboutlocationof branch

Responds Numberof responds Percentage (%)


A.SS 79 79
B.S 11 11
C.N 1 1
D.DS 5 5
E.SDS 4 4
Total 100 100

locationsatisfaction
90
79
80

70

60

50

40

30

20 11
5 4
10 1

0
SS S N DS SDS

Chart4.29percentagerespondentssatisfactionaboutlocationofbranch

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents79people
respondedstronglysatisfied,11peoplerespondedsatisfied,1peoplerespondedneutral, 5
people responded dissatisfied and 7 people responded strongly dissatisfied with the
questionstatementBy79%respondingstronglysatisfiedsocustomersaresatisfiedwith place
of branch placed at ASI finance ltd bengaluru branch

69
28.AreyousatisfiedwithparkingfacilityatMuthootfinanceltdyelachenahaali
branch?

Table4.30respondentssatisfactionaboutparking facility

Responds Numberof responds Percentage (%)


A.SS 71 71
B.S 11 11
C.N 12 12
D.DS 2 2
E.SDS 4 4
Total 100 100

satisfactionofparkingfacility
80
71
70

60

50

40

30

20 11 12

4
10 2

0
SS S N DS SDS

Chart4.30percentagerespondentssatisfactionaboutparkingfacility

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents71people
responded strongly satisfied, 11 people responded satisfied, 12 people responded
neutral, 2 people responded dissatisfied and 4 people responded strongly dissatisfied
with the question statement By 71% responding strongly satisfied so customers are
satisfied with parking facility provided to customers in ASI finance ltd bengaluru
branch

70
29.AreyousatisfiedwithpromotionstrategiesthatattractedyoutovisitMuthoot
financeyelachenahallibranch?

Tablenumber4.31respondentsatisfactionaboutpromotion

Responds Numberof responds Percentage (%)


A.SS 83 83
B.S 3 3
C.N 4 4
D.DS 1 1
E.SDS 9 9
Total 100 100

satisfactionofpromotion
90
83
80
70
60
50
40
30
20

9
10 4
3 1
0
SS S N DS SDS

Chart4.31percentagerespondentsatisfactionaboutpromotion

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents83people
respondedstronglysatisfied,3peoplerespondedsatisfied,4peoplerespondedneutral, 1
people responded dissatisfied and 9 people responded strongly dissatisfied with the
questionstatementBy9%respondingstronglysatisfiedsocustomersaresatisfiedwith
promotion strategiesthat attractedcustomers to visitASI finance ltd yelchenahalli
branch

71
30.areyousatisfiedwithcleaningfacilityandcleanlinessatMuthootfinanceltd
yelachenahallibranch segment?

Table4.32respondentsatisfactionaboutcleaningfacility

Responds Numberof responds Percentage (%)


A.SS 88 88
B.S 4 4
C.N 3 3
D.DS 2 2
E.SDS 3 3
Total 100 100

satisfactionofcleaningfacility
100
90 88
80
70
60
50
40
30
20
10
0

4 3 2 3

SSSNDSSDS

Chart4.32percentagerespondentsatisfactionaboutpromotion

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents88people
respondedstronglysatisfied,4peoplerespondedsatisfied,3peoplerespondedneutral, 2
people responded dissatisfied and 3 people responded strongly dissatisfied with the
questionstatementBy88%respondingstronglysatisfiedsocustomersaresatisfiedwith
cleaning/clealingfacilityprovidedtocustomersinASI financeltd bengaluru branch

72
PartD
Toexaminetherelationshipbetweensegmentationandcustomers perception
1. Dohaveagoodperception aboutASI financebrandname?

Table4.33respondentsperceptionaboutASI financebrandname

Responds Numberof responds Percentage (%)


A.SA 70 70
B.A 12 12
C.N 4 4
D.DA 7 7
E.SDA 7 7
Total 100 100

percenptionofbrandname
80
70
70

60

50

40

30

20 12
4 7 7
10

0
SA A N DA SDA

Chart4.33percentageofrespondentsperceptionaboutASI financebrand name

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents70people
respondedSA,12peopleresponded A,4peoplerespondedN,7peoplerespondedDA
and7peoplerespondedSDAwiththequestionstatement.By70%respondingstrongly
agreeing that they have good perception about ASI finance brand name

73
32.AfterusingproductsdidyourperceptionaboutMuthootfinancelimited
varied?
Table4.34respondentsperceptionaboutproductsASI finance limited

Responds Numberof responds Percentage (%)


A.SA 10 10
B.A 15 15
C.N 55 55
D.DA 12 12
E.SDA 8 8
Total 100 100

perceptionofproducts
60
55

50

40

30

20
15
12
10
10 8

0
SA A N DA SDA

Chart 4.34 percentage respondents perception about products ASI finance


limited

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents10people
responded SA, 15 people responded A, 55 people responded N, 12 people responded
DA and 8 people responded SDA with the question statement. By 55% responding
neutral that after using products their perception varied.

74
33. AfterinteractionwithemployeesDoyouhaveagoodperceptionabout
employees in ASI finance limited?

Table4.35respondentsperceptionaboutemployeesinteraction ASI
finance limited

Responds Numberof responds Percentage (%)


A.SA 66 66
B.A 11 11
C.N 9 9
D.DA 11 11
E.SDA 3 3
Total 100 100

perceptionofemployees
70 66

60

50

40

30

20

11 11
9
10
3
0
SA A N DA SDA

Chart4.35percentagerespondentsperceptionaboutemployeesinteraction ASI
finance limited

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents66people
respondedSA,11peoplerespondedA,9peoplerespondedN,11peoplerespondedDA
and3peoplerespondedSDAwiththequestionstatement.By66%respondingstrongly
agreeing that after interaction with employees they had good perception.

75
34. DoyouagreethatyouhaveagoodperceptionaboutpricingpoliciesofASI finance
limited?

Table4.36respondentsperceptionaboutpricingpoliciesASI finance limited

Responds Numberof responds Percentage (%)


A.SA 73 73
B.A 11 11
C.N 5 5
D.DA 6 6
E.SDA 5 5
Total 100 100

perceptionaboutpricingpolicies
80
73
70

60

50

40

30

20
11
10 5 6 5

0
SA A N DA SDA
Chart4.36percentagerespondentsperceptionaboutpricingpoliciesASI finance
limited

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents73people
respondedSA,11peopleresponded A,5peoplerespondedN,6peoplerespondedDA
and5peoplerespondedSDAwiththequestionstatement.By73%respondingstrongly
agreeing that they have good perception about pricing policy.

76
35. Doyouhaveagoodperceptionaboutcustomer satisfaction?

Table4.37respondentsperceptionaboutcustomersatisfactionASI finance
limited

Responds Numberof responds Percentage (%)


A.SA 82 82
B.A 6 6
C.N 3 3
D.DA 5 5
E.SDA 4 4
Total 100 100

perceptionofcustomersatisfaction
90
82
80

70

60

50

40

30

20
6 5 4
10 3
0
SA A N DA SDA

Chart4.37percentagerespondentsperceptionaboutcustomersatisfaction ASI
finance limited

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents82people
responded SA, 6 people responded A, 3 people responded N, 5 people responded DA
and4peoplerespondedSDAwiththequestionstatement.By82%respondingstrongly
agreeing that they have good perception about customer satisfaction.

77
36. Afterusingproductdoyouhaveagoodperceptionaboutadvertisementsmade by
ASI finance limited?

Table 4.38 respondents perception about advertisements ofASI finance


limited

Responds Numberof responds Percentage (%)


A.SA 55 55
B.A 21 21
C.N 9 9
D.DA 7 7
E.SDA 8 8
Total 100 100

perceptionabotadvertisement
60 55

50

40

30
21
20
9 8
7
10

0
SA A N DA SDA

Chart4.38percentagerespondentsperceptionaboutadvertisementsofASI finance
limited

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents55people
respondedSA,21peopleresponded A,9peoplerespondedN,7peoplerespondedDA
and8peoplerespondedSDAwiththequestionstatement.By55%respondingstrongly
agreeing that customers have a good perception after using products also they have
good perception about advertisement of ASI finance limited.

78
37. Doyouhaveagoodperception aboutyelachenahaalibranch segment?

Table 4.39 respondents perception about ASI finance limited


yelchenahalli branch segment

Responds Numberof responds Percentage (%)


A.SA 42 42
B.A 25 25
C.N 11 11
D.DA 12 12
E.SDA 10 10
Total 100 100

perceptionaboutbranchsegment
45 42
40

35

30
25
25

20

15 11 12
10
10

0
SA A N DA SDA

Chart4.39percentagerespondentsperceptionaboutASI financelimited bengaluru


branch

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents42people
responded SA, 25 people responded A, 11 people responded N, 12 people responded
DA and 10 people responded SDA with the question statement. By 42% responding
strongly agreeing that they have a good perception about bengaluru ASI finance
branch segment.

79
38. DohaveagoodperceptionaboutphysicalevidenceinASI financelimited
bengaluru branch?

Table 4.40 respondents perception about ASI finance limited


yelchenahalli branch infrastructure

Responds Numberof responds Percentage (%)


A.SA 45 45
B.A 20 20
C.N 7 7
D.DA 20 20
E.SDA 8 8
Total 100 100

perceptionofinfrastructureofbranch
50
45
45
40
35
30
25
20
15
20 20
10
5
0
7 8

SAANDASDA

Chart 4.40 respondents perception about ASI finance limited


bengaluru branch infrastructure

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents45people
respondedSA,20peoplerespondedA,7peoplerespondedN,20peoplerespondedDA
and8peoplerespondedSDAwiththequestionstatement.By45%respondingstrongly
agreeing that customers have a good perception about physical evidence in
yelachenhaali ASI finance limited branch.

80
39. Afterusingtheproductsdoyouhavenegativeperceptionaboutcompetitorsof
ASI finance limited bengaluru branch?

Table4.41respondentsnegativeperceptionaboutusingproductsaboutcompetit
ors

Responds Numberof responds Percentage (%)


A.SA 15 15
B.A 6 6
C.N 28 28
D.DA 38 38
E.SDA 13 13
Total 100 100

perceptionaboutafteruseofproduct
38
40

35
30
28

25
20

15
15 13

10
6
5
0

SA A N DA SDA

Chart4.41 percentagerespondentsnegativeperceptionaboutusingproducts
about competitors

Interpretation:

Intheabovegraphandtable,wecanclearlyinterpretthatof100respondents15people
respondedSA,6peoplerespondedA,28peoplerespondedN,38peoplerespondedDA and
13 people responded SDA with the question statement. By 38% responding

81
disagreeingthattheyhaveanegativeperceptionaboutcompetitorsofASI finance ltd
bengaluru branch.

82
Chapter–5

83
84
Chapter– 5
Findings,ConclusionandSuggestions

Findings:

85

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