Summer Internship Report

MARKET RESEARCH ON CONSUMER BUYING BEHAVIOUR TOWARDS

CERAMICPRODUCTS
For

MARWADI EDUCATION FOUNDATION GROUP OF INSTITUTE

MORBI ROAD, RAJKOT
Submitted By, Guided by

Mithil Gadhvi Prof. Paras Rughani

167340592100
Overview Despite an overall slowdown of
the economy this sector
Indias ceramic tile industry emerged in continues to grow at a healthy 12
the 1950s percent per annum

It consist of floor tiles (46 per cent),

vitrified and porcelain tiles (12 per cent)
and wall tiles (42 per cent).
Indian
Vitrified and porcelain tiles are recent
entrants into the ceramic tile industry
Ceramic
and have increased the size of the
market considerably. Industry
The per capita consumption of ceramic
tiles in India is very less as compared to
the other countries in the world. It is as
low as 0.15 sq.mtr per annum
.
 ABOUT THE COMPANY:
SWIM CERAMICS:

Basic Information:
Type of Firm: Small Scale
Year of Establishment: 2010
Email: Swimceramic@gmail.com
Banker: HDFC
Director: Pratipalsinh Zala
No Of employees: 10
Weekly off: Sunday
Location: Rangpar, Morbi
 CHANNEL CONSUMER
OF DISTRIBUTION PROBLEM HANDLING
Customer is the king of the market, is a
very attractive slogan. Consumers generally
never face any problem for Swim but in
Company spite of this, if any problem arises than
customer can fill up the following form and
immediate actions are taken

Dealers

Customers
 S.W.O.T Analysis

Strength Weakness Opportunities Threat

Lack of marketing Big markets due to

Effective urbanisation
Volatile cost
and promotional
distribution Large competition
events
network The indian ceramic Low per capita
Lack of designs and industry continues to
Efficient quality consumption
varities grow at constant rate
Decent brand
image Transportation cost is Blooming of
Good rural market high construction sector
Review The term ceramics refers to any pottery made from fired
Of 1 high-quality clay and silica.
The word ceramics is derived from the Greek word keramos
Literature which originally meant a drinking vessel but was later
applied to all fired clay products.
Ceramics include glass, cement, enamels on a metal base,
and grinding wheels
(shodhganga.inflibnet.ac.chapter5.pdf)

Ceramics can be classified as inorganic solid made up of

2 either metal or non-metal compounds
Ceramic artifacts plays an important role in archaeology for
understanding technology, behaviour of the people and
their culture in the past.

(Journal of Geology & Geophysics)
Research Methodology RESEARCH DESIGN
Title:
To determine the perception about Type of Research Descriptive
various tiles quality, brand equity, price
and Customer service.

Objective: Size of sample 50 Respondents (also includes

retailers
To determine customer awareness level
especially for new users of tiles.
Area of study Rajkot and Morbi
In depth study of customers wants and
needs related to the product.

Study customer satisfaction and issue Sampling procedure Convenience Sampling

resolution Method.
SAMPLE
DESIGN Size of sample
50

Source of list
Google forms

Data collection method

survey

Data collection instrument

Questionnaires
 Sample
Questionnaire
Data Interpretation
Findings Majority of the respondents said that they prefer vitrified tiles.

Majority of people preferred issue resolution as an important criteria.

Majority of respondent chose sales representative and SMS as a means

of resolving queries.

Majority of the respondents have moderate level of knowledge about

ceramic industry

Majority of the respondents said that they will buy tiles via retailers
and architects.
Majority of respondents will buy tiles on the basis of quality and
Design.
RECOMMENDATIONS:

1 MARKETING:
Should adopt the widest distribution network model to deliver products to the end user in
quickest and most effective way.

Distribution network should be clearly segregated towards specific product segments.

Give customer a chance to design product in their own way of choice (customized design
specification).
Setting up exclusive showrooms for special products instead of keeping with the regular range.
As example, the upcoming product segment should have an exclusive place to showcase. It
would add to the exclusive ambience of the product.
More introduction of matching wall and floor tiles.
To grow its institutional business, the company should organize more interactions with
architects, developers and government agencies at its dealer outlets.
RECOMMENDATIONS:

BRAND:
2
More focus on packaging and product merchandising.

It may introduce a specific dedicated team to look after the overall

brand equity.

They will ensure that all showrooms and dealer display centres were
in sync with the swim.

Also they will look after the external packing material which creates
an eye on look-and-feel, resulting in a holistic branding approach.

More focus on Research and design-development activities to achieve

the cost and product design leadership
Risks and
Concerns:
Some of the key risks affecting the Company are explained
below:

The instability in the fuel prices due to continuous increase in

energy prices has significantly put pressure on margins.

Increasing cost of raw materials

Increasing competition with cheap Chinese products

Increasing competition due to frequent establishment of fresh

industries
Thank You