A

Training Report
On
“TO STUDY ON BRAND POSITIONING OF
PRODUCT”

Submitted in partial fulfillment of the requirement of

Bachelor of Business Administration
To
Kurukshetra University, Kurukshetra

(Session 2023-2024)
SUBMITTED TO: SUBMITTED BY:
Dept. of Commerce & Management Kajal
Arya P.G. College, Panipat BBA
University Roll No. 210003036

ARYA P.G. COLLEGE, PANIPAT

AFFILIATED TO KURUKSHETRA UNIVERSITY,
KURUKSHETRA
 DECLARATION

I hereby declare that I have completed the project “TO STUDY ON BRAND
POSITIONING OF PRODUCT NILKAMAL” assigned to me for the training report to be
submitted in the partial fulfillment of BBA degree from Kurukshetra University Kurukshetra.
Further I declare that this is original work done by me and information provided in the study
is authentic to the best of my knowledge.
This study has not been submitted to any other Institution or University for the
award of any other degree or for any purpose.

Kajal
 ACKNOWLEDGEMENT

I would like to thank Dr. Jagdish Gupta (Principal, Arya P.G. College, Panipat) and Dr. Madhu
Gaba (HOD, Department of Commerce & Management) for supporting me during this project
and providing me an opportunity to learn outside the classroom it was truly a wonderful learning
experience.

I would like to thank my project incharge for guiding me through my internship. Her
encouragement time and effort are greatly appreciated.

I am grateful to the management of Nilkamal and the executive of Nilkamal (Mr. Mahinder Jain)
who spared valuable time to share their knowledge and experience with me.
 PREFACE
Managing human resources in today’s dynamic environment is becoming more and more
complex as well as important. Recognition of people as a valuable resource in the
organization has led to increases trends in employee maintenance, job security, etc. My
research project deals with “To study on Brand Positioning of Product” as carried out at
Nilkamal in this report.

In the first section of my report, I have conducted a research study to evaluate the process of
“To study on Brand Positioning of Product” as carried out at Nilkamal.

The second section of my report deals with a detailed company profile. It includes the
company’s history: its activities and operations, organizational structure, etc. this section
attempts to give detailed information about the company and the nature of it’s functioning.
The third section deals with “To study on Brand Positioning of Product”. In this section, I
have given a brief conceptual explanation to Nilkamal. It contains the definition, process and
significance of Nilkamal. This section also contains my findings, conclusions, suggestions
and feedback.
 Table of Contents

Chapter No. Particulars

Chapter- 1 Introduction

1.1) Introduction to Industry

1.2) Introduction to Company
1.3) Introduction to Topic
Chapter-2 Literature Review

Chapter -3 Research Methodology

Chapter- 4 Data Analysis And Interpretation

Chapter- 5 Findings, Limitation,

Suggestion, Conclusion

Bibliography

Annexure
 CHAPTER 1
INTRODUCTION

INTRODUCTION TO THE INDUSTRY

Polymers account for around 70% of petrochemicals and that is the reason that they are the most
important constituent of the Indian chemical industry. Polymers are essentially used in the
manufacture of various plastic products. In the consumption of the basic petrochemical,
polymers form the bulk of demand with a share of around 55%. The share of polymers in the
product mix in India for various crackers ranges from 60% to 90%. The segment of polymers
have registered a growth of 18% while there have been an increase of 26% in the capacities
CAGR.
The various byproducts of polymers are:
• Polystyrene
• PVC
• Poly propylene
• LDPE/ LLDPE
• HDPE
Polystyrene, a byproduct of polymers has a 435 cr. market size. Its market price was around 42.5
per kg in 1999. The major companies involved in the production of polystyrene are Rajasthan
Polymers, Mc Dowell & Co., and Supreme Petrochem. PVC, a polymers byproduct, is in
demand in the Indian market at 554,000 tons per annum. This segment has been growing at the
rate of 15% yearly. Around 54% of PVC is used in the manufacturing of pipes and 14% is used
in the production of cable sheathing. The cost of PVC was 44.95 per kg in 1999. The main
companies involved in the production of PVC are IPCL and RIL.

Polypropylene is a very light weight polymer and that is the main reason why it is used as a
substitute for various other polymers. During 1997-1998, around 11,000 tons of poly propylene
was imported. Over the last 3 years, the demand for this product has increased by 38% and now
stands at 595,000 tons. The price of polypropylene was 47.50 per kg in 1999. It is mainly used in
the manufacture of injection molding, BOPP, ropes, twines.

In India, low-density polyethylene (LDPE) and linear low density polyethylene (LLDPE) are
also widely used polymers. This segment of polymers is growing at the rate of 12% per year.
More than 50% of LDPE/ LLDPE are used by the packaging industry and they were priced at
around 54.25 per kg in 1999. The companies which make LDPE/ LLDPE are, RIL, and IPCL.
The second most used polymer in India is HDPE, with a share of 22%. The value of its domestic
consumption is 2, 123 cr. and it is growing at the rate of 15% per year. It cost around 50 per kg
in 1999. HDPE is used in the manufacturing of raffia, blow molding, injection molding, and in
the paper industry as well. The companies involved in the production of HDPE are NOCIL, RIL,
and IPCL.

Polymers form an important constituent of the Indian petrochemical industry. So efforts must be
taken by the industry and the government of India, so that the production and quality of polymers
remain top class. The plastic furniture industry is booming in India in today’s day and age.
Currently, Plastic furniture is a popular choice among South Asian people. But that was not
always the case.

Traditionally, when people thought of Indian furniture, they would think of artistic woodwork or
metalwork with an inclination towards aesthetics rather than functionality. Our tables had a
global reputation for artistic imagination. The furniture industry primarily catered to people with
high purchasing power, concentrating on furniture accessibility to a smaller population
percentage. But, throughout the years, the Furniture industry has changed dramatically.

The furniture market in India has now become customer-friendly. There was a gradual shift from
wooden and metal furniture to more accessible and durable materials like plastic. These materials
gradually lowered the production costs, making furniture available to more people and the
businesses started selling cheaper, readymade furniture, which was low maintenance yet
durable.

Let’s dive into the ever-growing Plastic Furniture Industry in India:

A shift in the Furniture Industry

Plastic furniture has grown exponentially in India, especially in the last decade, causing a shift in
the industry. This shift was mainly witnessed due to the introduction of plastic furniture in India,
which caused a spike in the Indian domestic furniture market. The industry is expected to grow
at a whopping CAGR of 12.91% from 2022-2026. The revolution from wooden to plastic
furniture has occurred due to several aspects.

Other than this shift in the furniture industry, there are several other trends that have been
observed. The industry had seen a slump followed by exponential growth. To know more about
these trends, read a detailed blog on the furniture industry in 2021.

1. Benefits of switching to Plastic

Conventional wooden furniture would not only cost a fortune but was also vulnerable to external
conditions. Hence, many businesses opted to invest in plastic furniture instead of wooden ones
due to the following benefits:
 Low maintenance
Wooden furniture often gets weathered by water and moisture. It is also prone to get damaged by
mites. On the other hand, Metal furniture is known to rust. This kind of furniture needs extra
maintenance and care. However, Plastic furniture does not get damaged easily due to any such
external factors.
 Durable
Because of its inherent features, plastic is more durable. Plastic furniture does not get damaged
or decayed, unlike traditional furniture. Wooden furniture often expands and contracts depending
on the moisture content in the atmosphere. Such changes can wear them out quickly. Plastic does
not exhibit such damaging properties. Plastic is also very strong, chemical-resistant and almost
unbreakable. With the development of high-performance plastics, the durability has been
enhanced furthermore.
 Portable
Plastic Furniture is much lighter as compared to bulky wooden and metal furniture. Additionally,
most plastic furniture can also be disassembled and reassembled, which further adds to its
portability.
 Economical
Reducing production costs with increased utility and overall functionality makes plastic furniture
much more economical than wooden and metal furniture.
 Innovative designs
Plastic is flexible and mouldable. Therefore, in the last few years, we have seen highly
innovative and ergonomic designs in the plastic furniture industry.
 Modern finish
Plastic Furniture offers several different textures in its design. Modern furniture provides glossy
finish, matte finish, enamel, weaved, and more, unavailable in traditional wooden and metal
furniture.

2. Changing Consumer Demographics

Millennials are the chief wage earners in India, with a whopping 47% in the working-age
population. They are the largest generational cohort in India and globally. This generation is
characterized by high levels of disposable income as well. With increased disposable income,
they are spending on lifestyle and consumer products. Their behavioral patterns are drastically
different from the previous generations. These people focus on aspects such as aesthetics,
functionality, price, eco-friendliness and uniqueness. Family structures have also changed.
Nuclear families and an increasing number of double-income families have positively impacted
the plastic furniture industry.
3. The boom in Real Estate and Housing Industry

In 2013, Real Estate contributed to 6.3% of India’s GDP. In 2020, the Real Estate Sector in India
was around INR 12,000 crore, i.e., 13% of the GDP. It is expected to reach INR 65,000 cr by
2040. There is a growing demand for wooden furniture in this sector; however, increasing
discretionary spending and consumer demographics create high sales potential for plastic
furniture.

Both housing and commercial development has had a positive effect on the plastic industry. The
industry will see further growth with rising demands in the coming years.

4. Tourism and Hospitality Growth

As per the latest 2018 reports, Tourism is one of India’s largest industries and is expected to
reach over 500 billion U.S. dollars by 2029. The growing tourism industry has created a
significant demand for furniture in hotel rooms, restaurants, and other travel and tourism needs.

Tourism and Hospitality, as an industry, are gravitating more towards plastic furniture, given the
durability, versatility, and affordability.

The Plastic Furniture Industry

The plastic furniture industry earns its revenue from the commercial sector and the residential
sector. The retail industry accounts for approximately one-third of the income of the plastic
furniture industry. This sector has been migrating towards plastic furniture in the last few
decades because of plastic functionality.

Two-thirds of the revenue from this industry comes from the residential sector. However, in this
sector, a slight decline of plastic furniture usage has been noted. But with the exponential growth
of the construction industry globally, leading manufacturers in the Plastic Furniture sector expect
to gain profitable growth opportunities in the coming future.
Emerging Trends in the Plastic Furniture Industry
The plastic furniture has seen tremendous change over the decades. Here are some of the
emerging trends in the industry:
 Forest-friendly
The consumers of today are awake and they are conscious of what they buy. They do extensive
research before their purchases. They are becoming increasingly conscientious about the
environment, and hence, there is increasing consumer demand for eco-friendly furniture. Since
the traditional wooden furniture is obtained by cutting down forests, the consumers migrate
towards furniture made of other more sustainable materials.
Plastic molded furniture is considered to be an environment-friendly option because it saves
from deforestation. Around 200 million cubic feet of woods were protected in 2000, on the onset
of the boom in the plastic furniture industry.
 Recycled Plastic
Plastic is looked at as a pollutant and a source of global warming. Hence, most of the plastic used
in the plastic furniture industry is made from recycled furniture to combat this issue. Waste from
plastic bottles and ocean plastics is often reused to make outdoor and patio furniture. Recycling
plastic waste into furniture extends the life cycle of plastic and contributes towards reducing the
carbon footprint.
Many of the players in the industry use recyclable plastic as a CSR initiative. These companies
strive hard to make the recycling process sustainable by leaving zero waste.
 Ecommerce
Traditionally, most of the furniture stores were physical retail shops. However, there has been a
shift in this scenario.
Millennials are the biggest consumers in today’s day. It is common knowledge that this
generation’s people are digital natives. According to a recent study, Indian Millennials spend
1/3rd of their waking hours on their mobile phones. The online market place is now at your
fingertips. Plastic furniture is no exception. People are increasingly buying their furniture online.
With players like Amazon, Italica Furniture, etc. online sales for furniture has seen tremendous
success.
An online e-commerce platform also offers a broader range of products, comfortable price and
feature comparisons, deals and discounts, product exchange policies and delivery services.
Due to the COVID times, the physical retail space has taken a hit. This has further boosted the
sales of plastic furniture online. The focus is on perfecting the online retail space by creating
excellent logistic models and improving customer experience.
 Omni Channel Distribution
With the plastic industry’s growth, there is also scope for creating omnichannel one-stop
destination spaces for furniture. One of the prime examples in this regard is Pepperfry that
started as an online furniture store but later expanded to physical retail spaces. This helps the
brand to cater to a wider variety of customers. Whether they are consumers who prefer online
buying or like physical shopping, all your customers are happy and satisfied!
 Innovative Plastic Designs
Plastic is immensely mouldable and flexible. Engineers and designers are capitalizing on
creating unique and innovative furniture designs that are highly beneficial and sustainable. The
customers want their furniture to be unique and different from others as they do represent Social
status. This market need was met by the plastic furniture brands that created fresh and new
designs. For, e.g., Italica plastic furniture offers various innovative ergonomic designs, textures,
shades, and colors that meet the continuously changing consumer demands.
 Plastic-Steel Combination furniture
The combination of plastic and metal composites are being explored, as it is one of the niche
areas in the current furniture scenario. Such furniture bears the flexibility of plastic and
sturdiness of metal. This kind of furniture is suitable for both indoor and outdoor usage. Italica’s
Plasteel Arm Chair range is one of the aptest examples of such furniture.

The Global Plastic Industry Vs. Indian Plastic Industry

The growth of plastic furniture has been seen at a global level. The global market was valued at
USD 609.01 billion in 2022, and it is expected at a CAGR of 4.0% from 2023 to 2030.
Compared to the rest of the world, South Asian countries have seen a sharp curve in plastic
furniture sales, particularly India and China. This is because of rising disposable incomes and the
awareness about plastic furniture throughout this region. The Asia Pacific has also procured most
of the growth-share in 2018 due to the fast-growing construction sector and its abundance of raw
materials. Additional factors contributing to the growth are the growing IT sector, nuclear
households, and the growing middle-class population.

African countries and European Countries are close behind with their growth in the plastic
furniture industry. These countries are attracting new investments because they have more scope
and resources. They are expected to grow more in the next decade.

Future Scope

The global plastic industry will continue to see steady growth in the years to come. Due to
opportunities in infrastructure, housing, and other related sectors, India will continue to be the
top market for this industry in South Asia. The industry is an extremely profitable position, and
the revenues are only expected to go up. This industry has also experienced dramatic changes in
several trends. Most of these changes seem to make this industry more eco-friendly and zero
waste with sustainable product options. Italica’s eco-friendly plastic furniture range is keeping
up with the ever-evolving trends. Our eco-friendly and stylish furniture will surely brighten up
your house and elevate your style.
 COMPANY PROFILE

NILKAMAL NLKAMAL GROUP-A 400 corers millions rupee business conglomeration and a
pioneer in manufacturing materials handling plastic crate & mounded furniture-thrives on
perpetual commitment to customer satisfaction through delivering benchmarking product and
services. The group is in the business of its core competence over the past three decades and now
spreading its wings globally including plants at Nepal, Bangladesh and Shri-Lanka, marketing
office in Dubai and dealers in north Germany and dealer in Germany, England and Dubai

NILKAMAL GROUP was established in the year 1981 by

brother Shri Vamanv Parekh & Shri Sharad V Parekh. The
group comprise of.
 NILKAMAL CRATES AND BINS PVT LTD.
 NILKAMAL ESWARAM PLASTICS (PVT) LTD.
 NILKAMAL BITO STORAG SYETEM PVT.LTD
 ALCOA CSL NEPAL
 NILAKAMAL PADMA PLASTIS
 HOMESOLUTION MR.VAMAN V
PAREKH, Mr. Vaman Parekh, one of the founders of Nilkamal Group has been instrumental in
making Nilkamal a name to reckon with in the plastics industry. Under his supervision the
production and technical activities of the Group have helped Nilkamal.
 THE COMPANY ENJOYS THE ADVANTAGE OF
MULTILOCATION PLANTS AS FOLLOWS

COMENCEMENT OF PRODUCTION
LOCATION

Vasona(West) 2000-01

Noida(North) 1997-98

Pondicherry(South) 1998-99

Barjora(East) 2000-01

Sinnar(West) 2004-05

The company is listed on the National Stock Exchange (NSE) the Stock Exchange Mumbai.
Company History
Year 1934
Shri VRAJLAL PAREKH started manufacturing metal buttons in a one machine factory shed
measuring 2000 sq. ft
Year 1950
VRAJLAL PAREKH'S COMPANY bought Windsor machines to start plastics processing- calls
company "National Plastics"
Year 1956
First Plastic cut glass modeled on a popular tea glass is made. Become instant success.
Year 1964
National Plastics full fledged into household items
Year 1970
National Plastics started a factory at POWAI (Mumbai) to boost manufacture of household
items.
Year 1981
Nilkamal Plastics is an independent venture run by brothers Mr. Vaman&SharadParekh.
Year 1984
Nilkamal started the manufacture of crates.
Year 1990
Nilkamal started the manufacture of molded furniture.
Year 1991
Nilkamal started a plant in Western part of India at SINNAR (Maharashtra)

Nilkamal went Public.

Year 1994
Nilkamal became official supplier of crates to Coca-Cola & Peps

Year 1997
Marked the opening of Nilkamal’s several plants.
North India- NOIDA (Uttar Pradesh)
South India- PONDICHERRY (Union Territory)
West India- KHARADAPADA- Silvassa
(Union Territory of D. & .N.H)
1999
Nilkamal launches one more plant in West India-VASONA -Silvassa (Union Territory of D. &
N.H)
Year 2000
Nilkamal started plant in BARJORA- Eastern part of India (West Bengal.)
Year 2001
Nilkamal achieves IS0 9001:2000 Certification by TUV-Germany.

Year 2002
Nilkamal launches its plant & a joint venture subsidiary company in
BANGLADESH - "Nilkamal Padma Plastics Pvt. Ltd."
Year 2005
Nilkamal inaugurates @home - The complete home solutions store with contemporary
readymade knockdown wooden furniture and home accents.

VISION AND MISION

Nilkamal mission is to ‘provide value through convenience’ to its customers. We aim at attaining
a firm grip on the market through value initiative directed towards our stakeholders. Since
inception, Nilkamal has travelled in only one direction: upwards. This has been no looking back
and the company has preserved to attain market leader ship in this industry. In the first year of
production itself, the company witnessed a profit of more than 5 Cr. The compounded growth
has been 30% annually and today the annual profits have reached 18 Cr. & 31 Lakhs
approximately. Through over years we have proven this fact record.

Originally incorporated as Creamer Plastics Pvt Ltd. The name of the company was
changed to NILKAMAL PLASTICS in August 1990. It initially came out with a public issue
shares at par in Feb 1991 and subsequently made a right issue in the year 94 to expand its
capacity. The promoter of Nilkamal Plastics – Parikh Family old majority stakes of 54% in the
company while the public hold the balance. The company’s manufacturing activity is currently
undertaken through five plants. Two units are located at Silvassa in Gujarat while one plant is
located at Sinner in Maharashtra, Pondicherry in Tamil Nadu and Noida in UP. It has recently set
up new manufacturing unit at Barjora in west Bengal and Vasona in Gujarat to cater the
increasing demand for its products. The company is set up a Joint Venture in SrilLanka called
Nilkamal Eswaran with the installed capacity of the unit 4000 tons subsequently. The company
further expanding the capacity of the unit 6000 tons. This company recently established a wholly
owned subsidiary Nilkamal Eswaran Marketing Pvt Ltd. That will focus on marketing activity.
INTRODUCTION TO THE TOPIC
In many companies, the priority is given to create customers. Management consultant
Peter Drucker explained many decades ago, what his effort succeeds, the company is rewarded
by making sales.
According to drucker, building customer relationship –a series of interactions between
customer and a company over time –Will produce more sales and profits than will focusing
on sales transactions alone .this is why more companies are placing greater emphasis on
retaining customer .
Definition
“The specific niche in which the brand defines itself as occupying in the competitive
environment. Positioning addresses differentiating brand attributes, user benefits and targets
egments, singly or in combination.”

Understanding how brand are built and managed required an understanding of how
relationship-building communications are created and managed. This chapter explains what a
brand is, described how brands are created and the characteristics of brand-customer
relationships
This brand builds on an underlying singular idea that drives each organization’s
communications and behavior across all channel, from inside out .this enables all brand
communication to be consistent. The new interactive media create new kinds of brand
identity challenges and experiences that must be taken into consideration such as how
companies respond to customer –initiated contacts.
Nilkamal brand building process begins with research that uncovers, interprets and expresses
a company’s unique qualities and hidden values. This information comes from in –depth
interviews with the company’s employees and from a close analysis of the company’s
evolution and strategic developments. The objective of this analysis is to collect and
articulate, inspirational and transformational idea for the brand –a promise the company can
rally behind and deliver upon. Another service offered by Nilkamal is showing clients how
 to integrate the brand promise into every point of contact with key internal and external
stakeholder.
We have the responsibility to fulfill the unique promise our brand for everyone
encountering it. Individually and collectively, we need to ensure that we remain the firm
‘where vision gets built. It then found it needed to expand its brand and poisoning to include
more products if the company .this was to continue to grow. Nilkamal helped tons of Maine
reposition itself as a “natural care” company.
This accomplished with redesigned logo and packaging system that maintained the brand’s
roots, while at the same time opening the door to new business opportunity that leverage the
core brand values that tons of Maine had built over the year.
This was a 10-year effort in which Nilkamal helped transform not only caterpillar‘s
brand positing and identity but also its corporate culture. An internal marketing campaign
used the corporate magazine and a flagship brochure to bring this message to employees.
Employees and dealer/customer materials were developed to carry this message, and it was
also included in the company’s annual reports and corporate videos .brand training programs
included in the corporate ‘Voice book, which was given to all communication managers. A
customized training program with supplemental course book and interactive training game
was designed to make sure that the new philosophy was widely understood and adopted
and by Employees. The same message was then taken public through TV commercials to
reach customers and reach customer and prospects
Brand Positioning describes the brand’s perceived attributes in relation to competing
products.
Brand: A customer’s expectation from a name Positioning: A place in the mind of your
prospect When a new brand appears in the market, the consumer gets acquainted with it and
starts collecting information about it. On the basis of this information the consumer creates an
opinion of the brand and establishes a brand image. For a stable market position of a brand,
consumer awareness of the new brand on the market is not sufficient. The consumer must
prefer a brand and have a positive assessment of it as well as considering it in its purchasing
 decisions. All trade marks on the market within trade groups could be classified according to
the consumers (UN)-awareness and assessment as shown in the picture below:
Not every brand is our competition!

All Brands in a brand

Category

Unknown to the Known to the

Customers Customers
(Unawareness) (Awareness)

Recalled brands Recognize brands

Accepted
brands
Neutral brands

Rejected brands

Fig. Brand Flow Chart

If a brand is familiar to the consumer it does not mean that it is also a possible alternative
for the consumer's choices. To some (recognized) brands the consumer may have a negative
reaction and therefore have no intention of using them. The consumer is also familiar with
neutral brands, which are unimportant to him, or about which he does not have the sufficient
information to consider purchasing them.
 PRODUCT PROFILE

Furniture Division

-Injection Moulded Crates

ROTO MOLDED CRATES

Corrugated corogated PP Crates

Insulated Crates (Icebox/Shipper)

"THE ULTIMATE CHOICE FOR PRESERVATION OF HOT & COLD FOOD STUFF”
Waste Management System Bins

Comfortable Chairs
Exclusive Home Furniture’s
 CHAPTER-2
LITERATURE REVIEW

Anderson, E. W. and Mittal, V. (2000) According to theory, consumer chooses a brand they
recognize, before an unfamiliar brand. If the consumer do not choose according to theories, what
are the factors that have a greater effect on the buying behavior? There is not much research
about the effect of brand awareness on brand choice, which is why this subject was investigated.
One of the purpose of this dissertation was to do a research about brand awareness, to see to
what extent it matters when purchasing the first time in an unfamiliar environment. One of the
objectives was to determine if there were any differences in buying behavior between the chosen
cultures. The research group was limited to the students from China, India and Iran at Kristianad
University. Due to the low number of participants from India, we had to exclude them from our
analysis. The research questions were important since they structured the problem that was to be
answered and made it easier to limit the scope of the dissertation. The questionnaire that was
handed out reflected our research questions. This made it possible to observe which product the
students recognized most and which product recognized the least. The conclusion of the
dissertation was that all investigated factors had some importance for choice of brand, while
quality had a greater effect on brand choice than brand awareness. Further, there was no
difference in buying behavior between the cultures. Finally, it was not possible to state any
difference in buying behavior the first time compared to today.

Baldauf, A., Cravens, K. S. and Binder, G. (2003) Brand awareness and perception is
important when trying to market a product or service into a new or already established market.
This study’s focal point rests on the ultimate questions:”How does brand awareness and
perception affects consumer purchasing?”. The process involves a comprehensive understanding
of the most current literature on marketing and marketing theories, as well as a thorough review
of three company rebranding case studies and a comparison between them all, and an in-depth
look at the design elements and features of branding and the branding process. Additionally,
interviews were undertaken, as well as compiling survey data pertaining to each of four
predetermined objective to back up there searched literature. This research determines that brand
design as a significant impact on consumer purchasing. Ingrid Staunch, University of
Stellenbosch The purpose of this introductory chapter is to introduce the reader to brands, as well
as the widely researched field of consumer behavior. The primary field of research with which
this study is concerned is „Branding‟. However, the author felt it also necessary to introduce the
reader to some of the theories on consumer behavior due to the fact that there are many
similarities between these closely related fields of research and that many concepts and theories
in consumer behavior are used throughout this research report.

Baldinger, A. L. and Rubinson, J., 1996 Today the primary capital of many businesses is their
brands. For decades the value of a company was measured in terms of its real estate, then
tangible assets, plants and equipments. However it has recently been recognized that company’s
real value lies outside business itself, in the minds of potential buyers or consumers.
“A brand is both, tangible and intangible, practical and symbolic, visible and invisible under
conditions that are economically viable for the company” Brands are built up by persistent
difference ever the long run. They cannot be reduced just to a symbol on a product or a mere
graphic and cosmetic exercise. A brand is the signature on a constantly renewed, creative process
which yields various products. Products are introduced, they live and disappear, but brands
endure. The consistency of this creative action is what gives a brand its meaning, its content, and
its characters’: creating a brand requires time and identity.
The American Marketing Association defines the term ‘Brand’ as “A name, term, symbol or
design, or a combination of them, which is intended to signify the goods or services of one seller
or group of sellers and to differentiate them from those of competitors.” More importantly, a
brand promises relevant differentiated benefits. Everything an organization does, should be
focused on enhancing delivery against its brand’s promise. Combining a few different
definitions, a brand is the name and symbols that identify
• The source of a relationship with the consumer.
• The source of a promise to the consumer, he unique source of products and services.
• The single concept that is created inside the mind of the prospect.
• The sum total of each customer’s experience with the corporate.

Boateng, H. and Okoe, A. F. (2015) of Philips (Director and Senior Vice President, Philips
India Limited, 2012), a challenge loving, risk taking Brand Manager, who retired after a 31 year
marketing career with Philips, and responsible for its brand success has to say;
“In the 1970’s, products were made from the manufacturing, rather than the customer point of
view. But with the focus shifting to the consumer, marketing has assumed a much larger role”.

Aberdeen, N. I., Syamsun, M. and Najib, M., 2016 Significant parameters in brand building
literature have experienced a dramatic shift in the last decade. Branding and the role of brands, as
traditionally understood, have been subject to constant review and redefinition. A traditional
definition of a typical brand was: “the name, associated with one or more items in the product
line, which is used to identify the source of character of the item(s)”. The American Marketing
Association’s (AMA) definition of a brand is “a name, term, sign, symbol, or design, or a
combination of them, intended to identify the goods and services of one seller or group of sellers
and to differentiate them from those of competitors”. Within this view, whenever a marketer
creates a new name, logo, or symbol for a new product, he or she has created a brand.

Kotler, 2009 He recognizes, however, that brands today are much more than that. As can be
seen, according to these definitions brands had a simple and clear function as identifiers. Before
the shift in focus towards brands and the brand building process, brands were just another step in
the whole process of marketing to sell products. For a long time, the brand has been treated in an
off-hand fashion as a part of the product Branding is a major issue in product strategy (Kotler,
2009). As the brand was only part of the product, the communication strategy worked towards
exposing the brand and creating a brand image.

Aaker and Joachimsthaler, 2008 Within the traditional branding model, the goal was to build a
brand image, a tactical element that drives short-term results. It is mentioned that the brand is a
sign–therefore external-whose function is to disclose the hidden qualities of a product which are
inaccessible to contact

(Kapferer, 2008) The brand served to identify a product and to distinguish it from competition.
In the journey from product-centric brands to customer-centric brands, many consumer
companies have locked in on a transitional concept – segment-specific brands. While brand Nike
focuses on physically active consumers, brand Disney focuses on parents with small children.
This is a significant step in the right direction and it reflects growing awareness of the power of
customers.

Keller, 2008 A brand differentiates a product in several forms and it can be broadly divided into
two categories- The tangibles (rational), and the intangibles (emotional and symbolic). Either
way, while the product performs its basic functions, the brand contributes to the differentiation of
a product. These dimensions “distinguish a brand from its unbranded commodity counterpart and
gives it equity which is the sum total of consumers’ perceptions and feelings about the product’s
attributes and how they perform, about the brand name and what it stands for, and about the
company associated with the brand”. A strong brand provides consumers multiple access points
towards the brand by attracting them through both functional and emotional attributes. The
tangible dimensions that a brand creates are product innovations, high qualities, and/or attractive
prices etc. Those are often observable from the product’s marketing mix and product
performance. The intangible values of a brand will include those that cannot be quantified.
These intangibles go beyond the product level to become a synaptic process in the brain. In other
words, consumers will be able to respond to this particular brand without the presence of the
product.
 CHAPTER-3
RESEARCH METHODOLOGY

Research is a common parlance refers to a search for knowledge. One can also define
research as a scientific and systematic search for pertinent information on a specific topic.
Research is an academic activity and as such the term should be used in a technical sense.
According to Clifford woody Research comprises defining and redefining problems, formulating
hypothesis or suggested solutions collecting. Organizing and evaluating data; and last carefully
testing the conclusions to determine whether they fit the formulating hypothesis. Research
methodology is a way to systematically solve the research problem. It may be he understood as a
science of studying how research is done scientifically. In it we study the various steps that are
generally adopted by a researcher in studying his research problem along with the logic behind
them.
The scope of research methodology is wider than that of research methods. Thus when
we talk of research methodology we not only talk of the research methods but also consider the
logic behind the methods we used in the context of our research study and explain why we are
using a particular method and why we are not using other so that research results are capable of
being evaluate either by the researcher himself or by others.
Research Design:
The formidable problem that follows the task of defining the research problem is the
preparation of the design of the research project, popularly known as the research design. A
research design is the arrangement of condition for collection and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in procedure.
Research design is needed become it facilitates the smooth sailing of the various
research operations, thereby making research as efficient as possible yielding maximum
information with minimal expenditure of effort, time and money. Preparation of the research
design should be done with great care as any error in it may upset the entire project. A good
design is often characterized by adjectives like flexible, appropriate, efficient, and economical.
1. PRIMARY DATA:
The methods of collecting primary data are as follows,
A: Survey
B: Questionnaires

2. SECONDARY DATA:
The data once collected by one person become the secondary data if used by another person.
Sources Of secondary data: The various sources of secondary data are as follows:
1. Bibliographies.
2. Newspaper.
3. Websites
4. Magazines
The secondary data like information of existing customers, information about company’s profile
product line and sales figure has been taken from my guide.

Research Instrument:

Questionnaire was used as it helped to cover all the target areas. Also collecting the data through
questionnaire was very time saving and cost factor was also reduced. The questionnaire consisted
of both open ended and close ended questions.

Methods of Data Collection:

Data was collected through questionnaire. Question was both types open ended and close ended.
The terms questionnaire refer to a self-administered process whereby the respondent himself read
questions and records his answers without the assistance of an interviewer. Questionnaire is more
structured and standardized for getting the relevant information. In questionnaire there is choice
of Respondent to apply his own judgment and answer the questions as they think right.
 Analytical tools used for Analyzing Data:

Data was analyzed with the help of Tables, Pie Charts, Graphs, Bar Chart, etc. The
parameter on which the analysis performed were Quality, Price, Technology, Features, Pre sales
services, After Sales Services and others services provided by the company.

RESEARCH METHODOLOGY USED IN THE

RESEARCH

 Data source : Questionnaire & interview

 Research Approach : Survey Method (Direct Method)

 Research Instrument : Questionnaire

 Sampling Area : Aurangabad( Vaijapur)

 Sample unit- : Customer of Nilkamalfurniture

 Sample Size : Customer(100)

 Procedure : Simple random

 Contact Method : Questionnaire method & interview

Method
 The Research Process:

Define
Research
Problem

Review Concepts Review previous

and Theories research finding

Formulate Hypothesis

FF Design Research F
(Including Sample Design)

Collect data (Execution)

FF

Analyze data
(Test Hypothesis if any)

Interpret and Report

 THE STEPS IN A SURVEY PROJECT
1) Establish the goals of the project – what you want to learn
2) Determine your sample whom you will interview
3) Choose – interviewing methodology – how you will interview.
4) Create your questionnaire – what you will ask
5) Pre –test the questionnaire if practical – test the questions
6) Conduct interviews and enter data – Ask the questions
Analyze the data – Produce the repots

SAMPLING:
Sampling may defined as the selection of the some part of an aggregate or totality on the
basis of which a judgment or inference about the aggregate or totality is made. In other words, it
is the process of obtaining information about an entire population by examining only a part of it.
In most of the research work and surveys, it if usual approach happens to be to make
generalization or to draw inference based on samples about the parameters of population form
which the sample data will enable him to estimate the population parameter. The items so
selected constitute what is technically called a sample, there selection process is called a sample
design and the survey conducted on the bases of sample is described as sample survey.
Sampling can save time and money. Sampling may enable more accurate measurement
for a sample study generally conducted by trained and experienced investigators. Sampling
remains the only choice when a test involves the destruction of the items under study.
The need of the training arises to match the employee’s specification with that the job
requirements and organization needs. Identification of the training need for employees is also
very important. The research work done in this project by collecting unary and secondary data
and analyzing it the conclusion is drawn.
The primary data mainly consider here is the data collected from the discussion and
interviews. The questionnaire was filled through them. The type of questionnaire is given at the
end of the project. The secondary data collected from the personnel records and studding the
brief study about the training policies.
Primary data source: Survey, Questionnaires
Sample size:100

Sampling Technique: Survey sampling Method

Research study and explain why we are using a particular method and why we are not
using other so that research results are capable of being evaluated either by the researcher
himself or by others. Sample size of project specific that sampling Technique chooses by me
Survey sampling method.

OBJECTIVES OF THE PROJECT

PRIMARY OBJECTIVE
 To Understand the Brand positioning of Product
 To find out market requirement of the Furniture.

SECONDARY OBJECTIVE

 To. Build customers confidence through quality and reliable service.

 To know the preferences of the customer.
 CHAPTER-4
DATA ANALYSIS AND INTERPRETATION
The data, after collection, has to be processed and analyzed in accordance with the outline laid
down for the purpose at the time of developing the research plan. This is essential for a scientific
study and for ensuring that we have all relevant data for making contemplated comparisons and
analysis. Processing implies editing, coding, classification and tabulation of collected data so that
they are amenable to analysis.
In the process of analysis, relationships or, differences supporting or conflicting with
originals or new hypothesis should be subjected to statistical test of significance to determine
with what validity data can be said to indicate any conclusions. Analysis was done through the
information collected by personal interviews and records kept with the selling department. The
following records were explored for the purpose.
 Product Quality.
 Service Quality
 Price
 Product Performance.
 On Time Delivery
 Resolution of Complaint.
 Customer Satisfaction level.
 Product specification.
 Company’s collection of payment.
 Product profile.
 Demand of product is higher in the market.
 Interpretation and Analysis
1. Do you know about NILKAMAL Furniture? (SAMPLE SIZE 100)

Table No.1

Sr No. Respondance of Customer Response in %

1 Yes 92%
2 No 8%
Total 100%

PERCENTAGE
PERCENTAG
E, NO, 8%

PERCENTAG
E, YES, 92%

Graph No. 1

Interpretation:

In the above graph mention that the 92% of people are aware about NILKAMAL Ltd Company.
 2) Which Brand will you prefer? a)Nilkamal
b) Prince
c)Supreme
d)Other

Table No.2

Sr.No. No.of Company Response in %

1 Nilkamal 75%

2 Prince 10%

3 Supreme 10%

4 other 5%

Total 100%

Graph No. 2

Interpretation:-
In above graph shown that the 75% customer opinion is they are use or prefer the Nilkamal
furniture.
3) You are satisfied with NILKAMAL furniture? a)yes
b) No

Table No.3

Sr.No. Customer Response Response in %

1 Yes 90%
2 No 10%
Total 100%

Graph No.3

Interpretation:-
In the above graph shown that the there 90% customer opinion is
thay are satisfied theNilkamal furniture.
4 What is the quality level of the product? a) High
b) Medium
c) Low
d) Not satisfied

Table No.:-4

Sr No. Customer response Response in %

1 High 70%
2 Medium 15%
3 Low 10%
4 Other 5%
Total 100%

Graph No.:-4

Interpretation:-

In the above graph mention that the quality level of product, there are 70%customer opinion is
product quality is high.
 5 What are the reasons for purchasing the Nilkamal a) Price
Product? b) Quality
c) Brand image
d) Other

Table No:-5

Sr No. No of customer respondance Response in %

1 Price 5%
2 Quality 80%
3 Brand image 10%
4 Other 5%
Total 100%

Graph No.:-5

Interpretation:-
In the above graph mention that the 80% customer preference to quality.
6 Which method you are using to purchase the product? a) Cash purchase
b) Credit purchase
c) Installment
d) Other

Table No.:- 6

Sr No. Purchasing Method Result in %

1 Cash purchase 85%
2 Credit purchase 5%
3 Installments 5%
4 Other 5%
Total 100%

Graph No: - 6

Interpretation:-
In the above graph shown that the mostly customer use the cash purchase method.
7 Did you face any problem with product? a) Yes
b) No

Table No: - 7

Sr.No Customer response Response in %

1 Yes 5%
2 No 95%
Total 100%

Graph No:-7

Interpretation:-
In the above chart shown that the 95% customer say that the no problem
face of the product.
8 Do you expect to any changes the product? a) Yes
b) No

Table No:-8

Sr.No Customer response Response in %

1 Yes 60%
2 No 40%
Total 100%

Graph No:-8

Interpretation:-
In the above graph indicate 60% customer expect the change in the product.
9 Which type of changes you are expecting in relation with a) Quality
product? b) Structure
c) Color
d) Other

Table No:-9

Sr Expected change Change in %

No.
1 Quality 20%
2 Structure 50%
3 Colour 20%
4 Other 10%
Total 100%

Graph No.:-9

Interpretation:-

In the above graph shown that 50% customer want to changes in the Structure of
product.
10 Which type of services you get by the Purchasing ? a) Solve the defect
b) Replacement
c) Other

Table No:-10

Sr Customer response Response In %

.no
1 Solve the defect 15%
2 Replacement 80%
3 Other 5%
Total 100%

Graph No.: - 10

Interpretation:-

In the above graph mention, the 80% customer say that the company
Replacement of product after purchasing.
11 What is the performance level of product? a) Excellent
b) Good
c) Average
d) Below average

Table No:-11

Sr.No Customer Response Response in%

1 Excellent 70%
2 Good 15%
3 Average 10%
4 Bellow Ave 5%
Total 100%

Graph No:-11

Interpretation:-
In above graph the performance level of product, there are 70% customer say
the performance of product is excellent.
12 Do you have experience regarding to get claim? a) Fast
b) Moderate
c) Slow
d) No

Table No:-12

Sr.No Response of Claim Response in %

1 Fast 65%
2 Moderate 20%
3 Slow 10%
4 No 5%
Total 100%

Graph No:-12

Interpretation:-
In the above graph the customer opinion of the response about the claim is
fast.
13 How far you purchasing the product? a) 0-2 year
b) 2-4 year
c) 4-6 year
d) 6 & above

Table No:-13

Sr.No Customer response Result in %

1 0-2 year 15%
2 2-4 Year 20%
3 4-6 Year 45%
4 6 & above 20%
Total 100%

Graph No.:-13

Interpretation:-
In this chart shown the customer purchasing frequency of product is 4-6 year.
14 Which company gives you the appropriate availability of a)Nilkamal
b) Prince
the products?
c)Supreme
d)Other

Table No.14
14 Name of Company Result in %
1 Nilkamal 75%
2 Prince 10%
3 Supreme 10%
4 Other 5%
Total 100%

Graph No:-14

Interpretation:-
In above chart mention that the 75% customer saysthe Nilkamal provide
best availability of product.
 CHAPTER -5
FINDINGS, LIMITATION,
SUGGESTION, CONCLUSION

FINDINGS

 The 92% people are aware about Nilkamal product.

 There are 75% customer prefer the Nilkamal (brand) product.
 There are 90 % customer are satisfied about Nilkamal Product.
 The 70% customer say that the Nilkamal provide the High quality level of product.
 The maximum customer purchases the Nilkamal product.
 The 85% customer using the Cash purchase method of purchasing the product.
 Those customer uses in Nilkamal product the only 5% customer face the problem of
about product.
 The no. ofcustomer expects any changes of product.
 The 50% customer expecting the changes about the structure of product.
 The 80% customer say that the Nilkamal provide the Replacement services after
purchasing.
 The 70 % Customers opinion about performance level of product is excellent.
 The maximum customer says the company gets fast response about the product.
 There are 45% customer say that they purchasing frequency of product is 4-6 year.
 The 75% customer opinion about Nilkamal industry provides best availability of
product.
LIMITATIONS

 The main limitation was the factor, as there are many more users or customer but the
time duration project was not sufficient contract all of them. There for I have
contracted only 60 days college.
 The sample of 100 respondents may not be the true respondent of entire popular.
 For this study, I have covered institution areas of Aurangabad Vaijapur area, which
would not yield result required for company
 Getting appointment with mostly concerned person was difficult. As most of the time he
or she was found busy either with their client or business. So it was difficult to contact
them on my suitable time.
 It was found that waiting time for a concerned person was more than the interview time.
The duration of interview was hardly 15-25 minutes for that one may have to wait for
hours.
 The managers did not provide adequate data, as they were scared about providing actual
data such as number and sizes of product.
 Company had not provided me the customers’ database, which was problematic to me.
SUGGESTIONS

 Company should improve the promotion strategy of product.

 The company should know its customers satisfaction level throughout doing periodic
surveys. Periodic surveys can treat customer satisfaction directly.
 The company should have provided high quality level product so 100% customer
satisfied about the quality.

 The company should try to provide the concession of product, so 100% customer
purchase the product.
 The company should improve the highest quality of product, so minimum problem face
the customer.
 The company should try to changes in structure of product, or The Company should
make changes in product according to the other competitors and according to the
customer expectations.
 Company should provide quality of product so that customer can uses the product for
maximum years
 The company should focus on channel of distribution & transportation, so that product
easily available to the customer.
CONCLUSION

Nilkamal Plastics and Nilkamal Furniture is a well-known name and people seem to identify any
tools table, chair, Crates & Bins as a Nilkamal Product. Quality &Price factor was found as one
of the main reasons for customers to use its product. The other reason was found as their habit of
using wooden crates and pallets. It will take time to shift those customers from using wooden to
plastic.

About 90% of industry has showed a positive response towards the product. The project
research shows that innovative products can give the spontaneous result if it is marketed well.
The satisfaction level of customers regarding its product was up to the mark, which was around
90%. The company iscreating brand image of furniture industry. The Nilkamalindustry maintains
the quality of product up to the mark.
 BIBLIOGRAPHY

 www.nilkamalltd.com
 www.nilkamalplastics.com
 www.wikipedia.com
 www.google.com

 ITC India Ltd -Annual Report (2012).

 Kothari, C.R.( 1982). Research methodology. New Delhi: Tata McGraw-Hill Ltd.
 Das ,Bhagaban& Das ,Debadutta (2006) .Consumer Buying Behaviour In India: New Delhi: Tata
McGraw-Hill Ltd
 Solomon,R,Michael(2010). Consumer Behaviour - Buying, Having, And Being, Prentice Hall
PTR
 Ali ,S.S,. Thakur,A.K,.Madhavan,K,.Palat(2009)-Models in Consumer Buying Behaviour. Deep
& Deep Publication
 Annexure

Questionnaire design :
{ATTACH CARD OF
PERSON VISITED}

Details of party visited

Industry Type: ___________________________industry size: large/medium/small.

Name of the company: ___________________________________________

Postal Address: ___________________________________________________

___________________________________________________

Contact person: ___________________Designation:_______________________

Tel no: ___________________________________________________

Email: __________________________________________________
Sr. No Question Option (Please tick mark)
1 Do you know about NILKAMAL Furniture? a) Yes
b) No

2 Which Brand wills you preferred? a)Nilkamal

b) Prince
c)Supreme
d)Other
3 You are satisfied with NILKAMAL furniture? a)yes
b)No

4 What is Quality level of product? a)High

b)Medium
c)Low
d)Not satisfied
5 Why you are purchase theNilkamal product? a)Price
b)Quality
c)Brand Image
d)Other
6 Which method you are using to purchasing the a)Cash purchase
product? b)credit purchase
c)Installment
d)Other
7 Did you face any problem with product? a)Yes
b)No
8 What you expect to any changes the product? a)Yes
b) No
9 Which type of changes you are expecting? a)Quality
b)Structure
c)Colour
 d)Other

10 Which type of service provide after purchasing? a)Solve the Defect

b)Replacement
c)Other
11 What is the performance level of product? a)Excellent
b)Good
c)Average
D)Below average
12 Do you have experience about to get claim? a)Fast
b)Moderate
c)Slow
d) No
13 Frequency of purchasing the product? a) 0-2 year
b) 2-4 year
c) 4-6 year
d) 6 & above

14 Which company gives you the best availability of the a)Nilkamal

products?
b) Prince
c)Supreme
d)Other