61695027 a-study-on-customer-satisfaction-for-school-bags-a-case-study-of-kitex-limited-2

CHAPTER-I
INTRODUCTION
Satisfaction is a person’s feeling of pleasure or disappointment resulting from
comparing a product received performance (or outcome) in relation to his or her
expectation. Measuring and analyzing customer satisfaction has become an essential
component in providing excellent customer service. With growing popularity of customer
relationship management, many companies are now placing more emphasis on customer
satisfaction and their customer relation ship.
The kind of situation prevailing in the present day bag market is due to the
unlimited competition. Various manufacturers are adopting flexible strategies to attract
customers from different classes. Modern day all marketers are competing with each
other to establish their supremacy. Under these circumstances the role of advertisement
plays a predominant part in the perception of the customers towards various brands of
bags.
This study entitled ‘A Study on customer satisfaction for school bag – a case study
of Kitex Limited’ is conducted with a view to understand the satisfactory level of the
customers reporting at the dealership. This has in turn enabled the researcher to provide
necessary suggestions and recommendations for the enhancement of the firm.

Statement of the problem
Consumer behavior is the study of when, why, how, where and what people do or do not
buy products. It blends elements from psychology, sociology, anthropology and
economics. It attempts to understand the buyer decision making process, both
individually and in groups. It studies characteristics of individual consumers such as
demographics and behavioural variables in an attempt to understand people's wants. It
also tries to assess influences on the consumer from groups such as family, friends,
reference groups, and society in general. So this study is worth while in the present
context. The findings and suggestions may useful to the bag industry especially to anna
groups to mould new strategies.
Scope of the study
This study constructively for the analysis of customer perception, opinion and
suggestions, which provide the basis for various scopes of developments of the
dealership.
Objectives of the study
1. To find out the customer satisfaction level towards the product Scoo Bee Day bag.
2. To find out the effectiveness of efforts made by kitex ltd, in preserving customer
satisfaction

3. Identifying the awareness about the product among customers
4. To study about brand preference
5. To study the view of customers on quality , fashion, design strength, comfort of
Scoo Bee day bags.
6. To study the service provide by the Scoobee day retail store is satisfactory or not
Methodology
Source of Data
Both primary data and secondary data were used of this study.
Primary Data
Primary data are those, which are collected fresh for the time and happen to be
original in character. The data were collected through survey method by using
questionnaires
Secondary Data
Secondary data are those which have already been passed through satisfied
process. Secondary data were collected from annual reports, and periodicals published
and webisites of Kitex. And the information relating to topic under consideration was
collected by means of books relating to particular subjects.

Survey
Survey can be said as one of the methods of collecting information regarding
particular aspects from a large group. The survey method used here is the sample survey.
It was conducted in order to collect opinion amoung customers of school bags. Although
information was collected from 100 customers . For this purposes, a questionnaire was
prepared. The questionnaire is shown in the appendix.
Sample Design
A sample design is a definite plan for obtaining samples from given population. It
refers to the technique or procedure for selecting items for the sample.
a) Population
The population of the study covers the customers of school bags in
Thiruvananthapuram district.
b) Method of sample selection
Convenience sampling was adopted for the study.
c) Sample size
A total number of 100 school bag customers in Thiruvananthapuram district.
 Tools of data collection
Primary data were collected using a structured questionnaire. Secondary data were
collects through desk research.

 Tools for analysis
The main tool used for analysis of data was percentage analysis. A detailed
analysis was done on the basis of gender to get a greater insight into the problem.
 Period of study
The study was done during the period 2009-10
Limitations of the study
 Sample of customers selected does not represent the entire population.
 Customer perceptions are subjected to change with evolving societal tastes.
 As the study was conducted for a limited period, the suggestions and findings
may not always hold good.
 All the variants of Kitex Bags could not be covered under the study.
 The response of the customers is based on personal characteristics namely likes and
dislikes, biases, mood fluctuations etc.
Chapterisation of the Report
The report of the present study is presented in chapter as detailed below .

Chapter I : Introduction
Chapter II : Industry Profile
Chapter III : Company Profile
Chapter IV : Theoretical background of study
Chapter V : Analysis and Interpretation
Chapter VI : Findings , Suggestions & Conclusion
CHAPTER- II
INDUSTRY PROFILE
A History of Handbags
Handbags have historically been both the carriers of secrets and the signifiers of power,
status, and beauty. As the keepers of the equipment of daily life, handbags have been
strongly influenced by technological and societal changes, such as the development of
money, jewelry, transportation, cosmetics, smoking, cell phones, and the role of women
in society.
Embracing its paradoxical role as both signifier and concealer, the handbag gestures
toward a myriad of tantalizing psychological interpretations. The contents of a handbag
have been seen as representing part of the Freudian unconscious, and the bag itself (as an
empty receptacle) can be interpreted as female genitalia or even the womb. Indeed, the

word “purse” was a slang word for the female pudenda from the seventeenth century
(Steele and Borrelli 1999). Ancient, symbolic, and indispensable, the handbag has been a
chameleon object, expressing (and carrying) the needs and tastes of both its wearer and
its time.
From the ancient beaded bags of African priests to the haute couture tote of the modern
lady of leisure, handbags have historically been both the carriers of secrets and the
signifiers of power, status, and beauty. As the keepers of
the equipment of daily life, handbags have been strongly
influenced by technological and societal changes, such as the development of money,
jewelry, transportation, cosmetics, smoking, cell phones, and the role of women in
society.
Embracing its paradoxical role as both signifier and concealer, the handbag gestures
toward a myriad of tantalizing psychological interpretations. The contents of a handbag
have been seen as representing part of the Freudian unconscious, and the bag itself (as an
empty receptacle) can be interpreted as female genitalia or even the womb. Indeed, the
word “purse” was a slang word for the female pudenda from the seventeenth century
(Steele and Borrelli 1999). Ancient, symbolic, and indispensable, the handbag has been a
chameleon object, expressing (and carrying) the needs and tastes of both its wearer and its
time.

Purse Precursors
Purses, pouches, or bags have been used since humans have needed to carry precious
items. While “handbags” as a term did not exist until the mid-nineteenth century, ancient
pouches made of leather or cloth were used mainly by men to hold valuables and coins
(Foster 1982). Ancient Egyptian hieroglyphs show men wearing purses around the waist,
and the Bible specifically identifies Judas Iscariot as a purse carrier.
Fourteenth and Fifteenth Centuries: Girdle Pouches
In the fourteenth and fifteenth centuries, both men and women would attach pouches to
the most important feature of medieval garb: the girdle. Because pockets would not be
invented for several hundred more years, wearers would also attach other valuables to
their girdle, such as a rosary, Book of Hours, pomanders (scented oranges), chatelaines (a
clasp or chain to suspend keys, etc.), and even daggers (Wilcox 1999). The drawstring
purse would hang from the girdle on a long cord and would vary according to the fashion,
status, and lifestyle of the wearer. Women particularly favored ornate drawstring purses
which were known as “hamondeys” or “tasques” (Foster 1982).
Medieval purses were not strictly used for carrying money, but were also associated with
marriage and betrothal, often depicting embroidered love stories. Purses, known as
“chaneries,” were also used for gaming or for holding food for falcons. Ecclesiastical

purses were highly significant and were used to hold relics or corporals (line cloth used in
mass). The most important bag at this time was the Seal Bag which was made for the
Keeper of the Great Seal, later known as the Lord Chancellor (Wilcox 1999).
Sixteenth and Seventeenth Centuries: Pockets and "Swete Bagges"
During the Elizabethan era, women’s skirts expanded to enormous proportions.
Consequently, small medieval girdle purses were easily lost in the large amounts of
fabric. Rather than wear girdle pouches outside on their belt, women began to wear their
pouches under their skirts, and men would wear pockets (called “bagges”) made of leather
inside their breeches (Foster 1982). Peasants and travelers might wear large satchel-like
leathers or cloth bags diagonally across the body, as in Peter Brueghel’s painting, “The
Elders Two Peasants” (Wilcox 1999).
In addition, in a time when personal hygiene was lacking, many aristocrats in the
sixteenth century would carry what was called “swete bagges” or bags that were filled
with sweet smelling material. Just as pomanders hung from the girdle in the fifteenth
century, these swete bagges were filled with powder from sweet-smelling herbs and
spices, such as lavender, or with perfumed balls of cotton. Swete bagges might also be
stored with clothes and linens or set among sheets and pillowcases (Wilcox 1999).
Like their immediate predecessors, both men and women in the seventeenth century
rejected the obvious use of bags and preferred to hang long embroidered drawstring

purses under their skirts and breeches (Foster 1982). Purses were not only functional but
they were also often used as conspicuous decorative containers for gifts, such as money,
perfume, or jewels (Steele and Borrelli 1999). Toward the end of the century, purses
became increasingly sophisticated, moving from a simple drawstring design to more
complex shapes and materials.
Eighteenth Century: The Revolt against Underwear and Pockets
After the French Revolution, the full skirts of the ancient regime became less popular in
favor of a more slender and narrow dress. These slender dresses left no room beneath for
pockets and, consequently, pockets were discarded. Purses came back out into the open in
the form of “reticules” or “indispensables” as the English tended to call them, suggesting
that women had already largely developed a dependence on their handbags (Steele and
Borrelli 1999). The French often parodied the women who carried the delicate bags that
resembled previously hidden pockets as “ridicules” (Wilcox 1999).
Nineteenth Century: The Rise of the Handbag
Developments in science and industry during the Victorian era created a vast array of
styles and fabrics which women could coordinate with the rest of their outfits. Though
pockets returned in the 1840s, women continued to carry purses and spend an enormous
amount of time embroidering them to show off for potential husbands, often marking the
date and their own initials on their bags (Wilcox 1999). In keeping with the ideals of

domesticity of earlier times, many women wore chatelaines that attached to the waist belt
by a large decorated clasp (Foster 1982).
However, with the advent of the railroad, bags were about to experience a revolution. In
1843, there were nearly 2000 miles of railway lines in Great Britain. As more people
traveled by train and more women became more mobile, professional luggage makers
turned the skills of horse travel into those for train travel, and soon the term “handbag”
emerged to describe these new hand-held luggage bags. Indeed, many of the top names of
today's handbags got their start as luggage makers (in contrast to the previously made
purses and pouches which were made by dressmakers). For example, Hermes bags were
founded in 1837 by Thierry Hermes, a harness and saddle maker, while Loius Vuitton was
a luggage packer for the Parisian rich. Modern handbags still allude to luggage with their
pockets, fastenings, frames, locks, and keys (Steele and Borrelli 1999).
1900-1920s: The Swinging Pochette and Egyptomania
Handbags in the early twentieth century became much more than just hand-held luggage.
Women could choose from small reticules, Dorothy bags (now called dotty or marriage
bags) with matching robes, muffs, and fitted leather bags with attached telescopic opera
glasses and folding fans. Working women often used larger handbags, such as the
Boulevard bag, leather shopping bags, and even briefcases which could be worn around
the shoulder (Wilcox 1999). Handbags also included folders for the newly invented pound

note which replaced the gold sovereign in 1914 (Foster 1982).
After WWI, and as more activities and travel opportunities became available for women,
the long constricting layers and rigid corseting disappeared. Perhaps the most important
development during this period was the “pochette,” a type of handle-less clutch, often
decorated with dazzling geometric and jazz motifs, which women would tuck under their
arms to give them an air of nonchalant youth. Rules for color coordination grew lax and
novelty bags, such as doll bags, which were dressed exactly like the wearer, became
popular. The discovery of King Tutankhamun’s tomb in 1923 inspired Egyptomania and
purses began to reflect exotic motifs (Wilcox 1999).
1930s: Art Deco
By the 1930s, most of the bags used today had been invented, including the classic
handbag which had a handles and a clasp frame, the clutch (a variation of the pochette),
the satchel, and the shoulder bag. The 1930 bag reflected the Art Deco style which
highlighted abstraction and celebrated new industrial materials, such as plastic and zippers
(Wilcox 1999).
1940s: WWII and the Rise of Shoulder Bags
The war saw the smooth contours of the 1930s fashion change to a more military look.

Bags became larger, squarer, and more practical, reflecting a desire to appear self-
sufficient. As zippers, mirrors, and leather became scarce, designers turned to wood or
plastic for frames and employed new synthetics such as rayon. The drawstring bag
reappeared and was often homemade. Bags in Great Britain were made both to carry gas
masks and to match an outfit. In France and America, as more women entered the
workforce, they turned to shoulder bags (Foster 1982). After the war, the shoulder bag
was relegated to country and travel features until its revival in the 1970s (Wilcox 1999).
1950s: Handbags Reach Cult Status
The post war economic boon of the 1950s catapulted handbags into cult status. Major
designers such as Vuitton, Hermes, and Channel enjoyed a culture where accessorizing
and color coordinating were held to an almost moral standard. In addition, Christian
Dior’s new style, introduced in 1947, emphasized long skirts and tiny waists. As the
antithesis of the military style, this new look signaled a new decade of femininity where a
very small bag implied beauty and sophistication. The tiny handbag, like Cinderella’s tiny
shoe, represented femininity and submission. Indeed, a woman holding a smaller handbag
sends a different sexual message than a woman carrying a huge shoulder bag (Steele and
Borrelli 1999).
1960s-1970s: The Rise of the Youth Culture
During the 1960s, rules of “appropriate” dress relaxed in response to the women’s’

movement and the rise of the youth culture. As the rules of correct dressing began to
breakdown, the narrow long clutch was one of the earliest types of handbags to make the
transition into the age of informality and youth fashion because it had always been
thought suitable for a youthful look. The small and dainty shoulder bag with long chains
or thin straps also began to dominate because it kept with informal child-like qualities of
the miniskirt (Steele and Borrelli 1999). Such handbags highlighted the 1960 “swinging”
fashion that was in stark contrast to the posed 1950s models.
Influenced by young travels to India in the late 1960s, larger satchels and fabric shoulder
bags began to be popular. As opposed to machine-made goods, Afghan coats and bags,
patchwork and embroidery, and former army shoulder bags also became popular (Wilcox
1999). In less than a decade, individual expression became popular and psychedelic
patterns and later “flower power” introduced a romantic and ethnic look to fashion. By the
end of the 1970s, slung shoulder bags returned with lots of buckles and zippers,
suggesting that women were equipped for anything in the new age of feminism (Steele
and Borrelli 1999).
1980s-1990s: Conspicuous Consumption and the Unisex Bag
The 1980s' handbags became associated with conspicuous consumption--and for the first
time, a concern with health and fitness sports bags and shoes were an additional group of
accessories that influenced high fashion. In addition, as technology introduced the
calculator and filofax, work bags were designed for order and control. In 1985, Miuccia

Prada introduced the black nylon knapsack that become the first totally unisex bag, and it
remains ubiquitous. One of the brightest stars of the 1980s was the rise of Vera Bradley's
classic quilted handbag that reached sales of over $1million in just three years. By the
early 1990s, small designer bags with giant Hs and CCs were all over London and New
York, and only the trained eye could tell the real from the fake (Steele and Borrelli 1999).
Twenty-First Century: Anything Goes...Even a "Man Purse"
Handbags are currently made in a bewildering array of styles and materials, such as
waterproof canvas, space age synthetics, and faux reptile skins. Designers continue to play
with the paradoxes inherent in the handbag with transparent materials that both expose
and conceal the contents of the bag. And handbags, which for so long had been associated
with the feminine are now becoming more popular with men. Both the modern man and
woman can strap on or sling over a hands-free bag and go.
CHAPTER- III
COMPANY PROFILE
ANNA GROUPS

Anna Group. A multi product, multi market, multi crore success story that began in 1968,
evolved as a company devoted to the manufacture of Aluminium vessels, into a
multidimensional giant with interests in various fields ranging from textiles to spices.
Anna Group, where quality is the buzz word, has built success; and success has opened
new vistas of exciting challenges. Anna Aluminium products span the entire range of
household and commercial needs, and have won the ISI mark for superior quality. Made
from aluminium of 99.5% purity, these products have conquered the domestic market, as
well as a sizeable export market in the Gulf, Africa and the U.S.A. Exclusive showrooms
through out Kerala and a wide retail network carry the ‘ANNA’ hallmark of quality from
the cities to even the most far flung village in Kerala. ANNA GROUP-expanding
possibilities From fast selling Aluminium utensils to much-in-demand anodized
aluminium extrusions, ANNA GROUP expands its possibilities.Aluminium sheets are
manufactured at the company’s state-of-the-art factory and snapped up by the
construction industry.
More than three decades ago, in 1968, when Mr. M.C.Jacob founded the Anna
Aluminium Company, he made a break with the past. Belonging to an affluent family of
plantation owners, he ventured into the risky world of manufacturing industry and hoped
for the best, while working very hard to make his maiden venture a success. Today the
Group is involved in the manufacture of Aluminium sheets, Circles, Vessels and Utensils
from aluminium ingots, Spices, Fabrics, Garments and Marine exports etc. The 'ANNA '

range of vessels and utensils are highly popular in the domestic market and in the
MiddleEast, U.S.A, Africa and Australia
Anna Aluminium
Established in 1968 at Kizhakkambalam, Anna Aluminium Company is the flagship
company of the Anna Group. It is engaged in the manufacture of Aluminium sheets,
circles, vessels and utensils from 99.5% pure Aluminium Ingots. Its ‘CHAKSON’ range
of packaged products, which includes Pressure Cooker, Milk Boiler, Thermal Cooker,
Compact Idli Cooker etc. are highly popular in the S.Indian market. It is presently the
only manufacturer with ISI Certificate for its vessels in Kerala.
KITEX
Anna Group’s Textile unit, KITEX LIMITED was established in 1975. The Company is
engaged in the production of fabrics made of Cotton and other blends; Grey Cloth,
Bedsheets and Lungies. Through the years, the company has carved a niche for itself in

this highly competitive industry with its tradition of world class quality for its products.
The Kitex range of garments, fabrics and textiles include dress materials and traditional
wear like- Lungies and Dhoties. The Kitex range of garments manufactured in the multi-
crore factory is a popular brand that is recognized not just within India, but abroad too,
catering to the fashion conscious markets across the world. Made from 100% combed
cotton, Kitex Bed Sheets are suitable for all climates and comes in a variety of shades and
designs. Experience the warmth of smoothing nights that caresses your dream and lull
yourself into relaxing sleep, night after night with Kitex.
SARA SPICES
Sara Spices is the condiment producing unit of the Anna Group. It is involved in the
production and exporting of Curry powders, Whole Spices, etc. for the past two decades.
Since its inception in the year 1976, Sara Spices have come a long way, tingling the
palates of gourmets the world over with its delicious range of Spices and Masala
powders.
Sara Spices and curry powders are known for its high standards of quality and hygiene
and has won accolades at home as well as abroad.It was awarded the AGMARK, the
hallmark of quality in India. Sara curry powders include Jeera, Cardamom, Ginger,
Turmeric, Red Chilly and Coriander. A wide range of masala powder are also available

under this brand; which include Meat masala, Sambar powder, Rasam powder, Fish
masala, Idli Chutney, Garam masala, Pickle mix, Chicken masala, Vegetable masala,
Chana masala, Pav Bhaji masala, Biriyani masala and Vindaloo masala
Sara Spices, a sister concern of the trusted Kerala household name of Anna Aluminium,
is in its silver jubilee year. The group founder Mr. M.C. Jacob named the company after
his maternal aunt who always used to encourage him in his endeavors. When the
company was inaugurated by the then Chief Minister of Kerala, Mr. P.K.Vasudevan Nair,
there were few other curry powder manufacturers in the state. Now there are more than
250 different curry powder units of varying sizes. But the uniqueness of Saras lies in the
fact that it has stood by the commitment to non-adulteration and high quality, as a
crowning point of which the company retained the Agmark certification of Government
of India all these years since inception.
As the curry powder revolution was spearheaded in Kerala 25 years back by Saras, so it
is quite logical that Saras is again the first to bring out RTC gravies and RTE foods in
traditional Kerala style. As the pace of life quickened with more ladies going for work,
the traditional culinary art had to give way to easier methods. The highly convenient
mixed spice powders took root in Kerala in the last few years. The avant-garde RTC /
RTE technology makes cooking further simple and is sure to catch on in the market just
as the curry powders did a few years ago. As RTE and RTC products, a wide variety of
traditional Kerala food items will be available shortly on sale throughout Kerala. It is
hoped that this silver jubilee gift from Saras will be well received by Keralites.

Acclaimed for the highest standards of quality, Sara Whole Spices and Curry Powders
have been approved by :
• FOOD AND DRUG ADMINISTRATION (FDA) of USA.
• AGMARK of INDIA.
• RECOGNISED BY SPICES BOARD OF INDIA.
• SPICE HOUSE CERTIFICATE
SCOO BEE DAY - The Prodigy in Bags

Scoobee Day is a pioneer in the branding of school bags in Kerala. The brand is from the
Anna Group which is a major player in the textile and Aluminum products in the state.
School bag market is essentially dominated by the unorganized sector. Except for a few
national brands like Duckback and Bata, most of the players are local manufacturers.
During the early 2000, Anna group launched the brand Scoobee Day in the school bag
segment.
Scoobee Day quickly captured the attention of the kids. One of the reason for the quick
attention and recall of the brand was the brand's phonetic resemblance to the popular
comic character Scooby Doo. During the launch of Scoobee Day, Scooby Doo cartoons
were a huge hit among kids. .
Scoobee Doo became a quick success through a very careful brand building process. The
brand knew the pulse of the target market and the strategies were bang on target. Scoo
Bee Day was primarily targeting the young school children in the KG and Pre primary
segment. This brand was built on the art of story telling.
School bags are seasonal products . The consumers buy these products during May-June
period. Mostly the parents let their kids choose the product since a new bag is definitely a
motivation for kids to go to school.
Scoobee Day adopted the strategy of hooking the kids. The brand name itself was a hit
and there was something more. The brand told a story. The hero of the story is the brand

mascot - a Bee named Scoobee.
Scoobee Day is positioned as a kid's best friend. The brand all through its journey had
told stories of how Scoobee Day helped the kids in distress , fighting those monsters who
tried to attack the kids.
The brand also had the tagline " Scoobee Day en Changathi " ( in Malayalam) translated
to Scoobee Day , MyFriend.
The brand told consistent stories which involved kids being chased by dragons and
monsters and how Scoobee rescues the kids and tames the demons.
The jingle containing the tagline and the catchy stories of Scoobee helping the kids, made
a very strong impression in the mind of the kids. Even my four year old child recites the
jingle and is very familiar with thebrand.
The brand also ensured that it provided excellent value for money for the consumers. The
bags are of very good quality and is very durable. So parents are not complaining for the
premium paid for the brand.
To counter the price competition from the local players and cheap chinese imports,
Scoobee Day is flooding the market with freebies along with the bag. Free offers include

tiffin boxes, water bottles, pencil box etc. This year, the brand is offering pencil box,
tiffin box, water bottle and a Scoobee mask.
Scoobee 's success is a classic example of brands built on story telling. The brand had a
compelling story and it told the stories consistently . When entering a market dominated
by unorganized players, the critical factor for success lies in differentiation. Scoobee Day
differentiated itself from the rest through strong brand elements backed by product
quality.
Now Kerala market is flooded with branded school bags. But Scoobee had the first mover
advantage. The brand had already created huge equity and brand recall among the
consumers
At the dawn of new millennium the new generation was presented with an innovative
school bag from Kitex, the main offshoot of Anna Group. ScooBee Day bags are
compactly designed with unique features that make it durable, colorful, comfortable and
easy to carry. The bag features anti strain shoulder paddings and accupressure buds
specially designed to minimize the strain on the back and shoulders. Race through the
features and see your heart fall in love with ScooBee Day. Scoobee Day, from the house
of Kitex has a wide range of School Bags which became an INSTANT hit, and scoobee
became a close companion to all school going kids. With shoulder strap cushions and rear
padding for added comfort, Scoobee Day bags come in various colour combinations.
Using Ribstop fabric and Leakproof material Soobee day bags are attractively priced. The

unique features include special pouch for water bottles, tiffin boxes and even a secret
pocket.
Features:
• Made from imported Dineer Nylon for durability.
• Shoulder strap cushion to prevent shoulder pain
• Soft padding and accupressure buds on the rear side to cushion your back
• Unique stitching using strong nylon threads
• Quality zip with zip guard to prevent water leaking into the bag
• Secret pocket to hold chocolate and money
• 15 different color combinations
• Special leak proof tiffin box pouch at attractive price
• Bags for college and travel purposes also available
CHAPTER- IV
THEORITICAL BACKGROUND OF STUDY
MEANING OF MARKETING:

According to American Marketing Association, “Marketing includes all
those activities having to do with effecting changes in the ownership and possession of
goods and services. It is that part of economics which deals with creation of time, place
and possession utilities and those phases of business activity through human wants are
satisfied by the exchange of goods and services for some valuable consideration”.
According to United Kingdom of Marketing, ‘Marketing is the creative
management function which promotes trade & employment by assessing consumer needs
and initiating research and development to meet them; it co-ordinates the resources of
production and distribution of goods and services and determines and directs the nature
and scale of the total efforts required to see maximum production to the ultimate user.”
According to Professor Philip Kotler, “Marketing activity directed at
satisfying needs and wants through exchange process.”
The most basic concept underlying Marketing is that of human needs. A
human need is a state of deprivation. Humans have many complex needs. These include
basic physical needs for food, clothing, warmth and safety; social needs for belonging
and affection and individual need for knowledge and self-expression.
Demands are wants for specific products that are backed by an ability and
willingness to buy them. Companies must therefore measure not only how many people
want their product but, more important, how many would actually be willing and able to
buy it.Wants are desires for specific satisfiers of these deeper needs. Marketers influence

demands by making the product appropriate, attractive, affordable & easily available to
target consumers. Therefore, Marketing means working with markets to actualize
potential exchanges for the purpose of satisfying human needs & wants.When a need is
not satisfied a person will do one of the two things, look for an object that will satisfy it
or try to reduce the need. People in industrial societies may try to find or develop objects
that will satisfy their desires. People choose products that provide the most satisfaction
for their money. When backed by buying power, wants become demands.A Product is
anything that can be offered to a market to satisfy a need or want. However, the concept
of product is not limited to physical objects – anything capable of satisfying a need can
be called a Product.
MARKETING GOALS & OBJECTIVES.
Marketing & all other business functions must support the Organization’s
mission & goals, translating these into objectives with specific quantitative
measurements. For e.g., a firm’s goal is to increase return on investment might translate
into a Marketing objective of a 15% increase in sales in the next fiscal year.

Therefore, marketing objectives must be consistent with organizational goals.
Marketing objectives must be expressed in clear, simple terms, so that All Marketing
personnel understand what type & level of performance is desired. In other words, a
Marketing objective should be written so that its accomplishment can be measured
accurately. In addition, Marketing Objectives should be expressed in terms of a unit
measurement, such as sales volume, profitability per unit, percentage gain in market
shares, sales per square foot, average customer purchase, percentage of customers in the
firm’s target market who prefer its product or some other measurable achievements.
Marketing objectives should be reconsidered for each planning period. Perhaps no
strategy was found in previous planning period to meet the stated objectives. Perhaps
some brilliant inspiration was found that propelled the firm beyond its objectives. In
either case, realism demands that Marketing objectives be revised to remain consistent
with the next edition of the Marketing plan.
Marketing goals & objectives are formal statements of the desired & expected
outcomes resulting from the Marketing plan. Goals are broad, simple statements of what
is to be accomplished through the Marketing Strategy. The major function of goals is to
guide the development of objectives & to provide direction for resource allocation
decisions.Marketing objectives are more specific & are essential to planning. Marketing
objectives should be stated in quantitative nature of Marketing objectives makes easier to
implement after the strategy has been developed.
CONSUMER BEHAVIOUR- An Over View

Consumer behaviour is comparatively a new field of study which evolved just after the
Second World War. The sellers market has disappeared and buyers market has come up.
This led to paradigm shift of the manufacturer’s attention from product to consumer and
specially focused on the consumer behaviour.
The evaluation of marketing concept from mere selling concept to consumeroriented
marketing has resulted in buyer behaviour becoming an independent
discipline. The growth of consumerism and consumer legislation emphasizes the
importance that is given to the consumer. Consumer behaviour is a study of how
individuals make decision to spend their available resources (time, money and effort) or
consumption related aspects (What they buy? When they buy?, How they buy? etc.).
The heterogeneity among people makes understanding consumer behaviour a challenging
task to marketers. Hence marketers felt the need to obtain an in-depth knowledge of
consumers buying behaviour. Finally this knowledge acted as an imperative tool in the
hands of marketers to forecast the future buying behavior of customers and devise four
marketing strategies in order to create long term customer relationship.
4.1 Consumer Behaviour
It is broadly the study of individuals, or organisations and the processes consumers use to
search, select, use and dispose of products, services, experience, or ideas to satisfy needs
and its impact on the consumer and society.

4.1.1 Customers versus Consumers
The term ‘customer’ is specific in terms of brand, company, or shop. It refers to person
who customarily or regularly purchases particular brand, purchases particular company’s
product, or purchases from particular shop. Thus a person who shops at Bata Stores or
who uses Raymonds clothing is a customer of these firms. Whereas the ‘consumer’ is a
person who generally engages in the activities - search, select, use and dispose of
products, services, experience, or ideas.
4.1.2 Consumer Motives
Consumer has a motive for purchasing a particular product. Motive is a strong feeling,
urge, instinct, desire or emotion that makes the buyer to make a decision to buy. Buying
motives thus are defined as ‘those influences or considerations which provide the impulse
to buy, induce action or determine choice in the purchase of goods or service. These
motives are generally controlled by economic, social, psychological influences etc.
4.2 Motives which Influence Purchase Decision
The buying motives may be classified into two:
i. Product Motives
ii. Patronage Motives
4.2.1 Product Motives

Product motives may be defined as those impulses, desires and considerations which
make the buyer purchase a product. These may still be classified on the basis of nature of
satisfaction:
a) Emotional Product Motives
b) Rational Product Motives
A) Emotional Product Motives are those impulses which persuade the consumer on
the basis of his emotion. The buyer does not try to reason out or logically analyse the
need for purchase. He makes a buying to satisfy pride, sense of ego, urge to initiate
others, and his desire to be unique.
B) Rational Product Motives are defined as those impulses which arise on the basis
of logical analysis and proper evaluation. The buyer makes rational decision after chief
evaluation of the purpose, alternatives available, cost benefit, and such valid reasons.
4.2.2 Patronage Motives
Patronage motives may be defined as consideration or impulses which persuade the buyer
to patronage specific shops. Just like product motives patronage can also be grouped as
emotional and rational.
4.2.3 Emotional Patronage Motives those that persuade a customer to buy from
specific shops, without any logical reason behind this action. He may be subjective for
shopping in his favourite place.

4.2.4 Rational Patronage Motives are those which arise when selecting a place
depending on the buyer satisfaction that it offers a wide selection, it has latest models,
offers good after-sales service etc. Knowledge of buyer motives of consumers is useful
for marketers to anticipate market trends and formulate effective marketing strategies.
4.5 Need for Study of Consumer Behaviour
The study of consumer behaviour helps everybody as all are consumers. It is essential for
marketers to understand consumers to survive and succeed in these competitive
marketing environment. The following reasons highlight the importance of studying
consumer behaviour as a discipline.
4.6 Importance in day to day life
The purpose of studying a discipline is to help oneself to better appreciate its
contributions. The reason to study consumer behaviour is because of the role it plays in
the lives of humans. Most of the free time is spent in the market place, shopping or
engaging in other activities. The extra time is usually passed in knowing and thinking
about products and services, discussing with friends about them, and watching
advertisements related to them. The usage of them significantly reveals our life styles. All
these reasons suggest the need for study. However, the purpose may be to attend
immediate and tangible reasons.

4.7 Pertinence to Decision Making
Consumer behaviour is said to be an applied discipline as some decisions are
significantly affected by their behaviour or expected actions. The two perspectives that
seek application of its knowledge are micro and societal perspectives.
The micro perspectives involve understanding consumer for the purpose of helping a firm
or organization to achieve its objectives. The people involved in this field try to
understand consumers in order to be more effective at their tasks. Whereas the societal or
macro perspective applies knowledge of consumers to aggregate- level faced by mass or
society as a whole. The behaviour of consumer has significant influence on the quality
and level of the standard of living.
4.8 Organisational Buyer versus Individual Buyer
The obvious difference between industrial or institutional markets and consumer markets
is that, instead of purchases being made for individual consumption industrial markets are
made for business use. There are several factors that differentiate consumer markets and
their buying behaviour from organizational market and their buying behaviour. The key
factors of differentiation are:
i Market Structure and Demand
ii. Buyer Characteristics
iii. Decision Process and Buying Patterns

i Market Structure and Demand : The distinguishing factors of market structure and
demand are as follows:
In organizations buyers are more geographically concentrated than consumer markets.
Organisational buyers are fewer in number but they are bulk buyers compared to
individual buyers.
Organisational buyer markets are either vertical or horizontal. In vertical structures they
cater only one or two industries, whereas in horizontal structure the buyer base is too
broad.
Organsational demand is derived from consumer demand. The nature of the demand is
fluctuational and inelastic.
ii. Buyer Chararteristics: The distinguishing factors of buyer characteristics are as
follws:
Many individuals or group involvement is seen in decision making process.
Organisational buyers are quite knowledgeable and professional. The buying motive is
mostly rational than individual buyer.
iii. Decision Process and Buying Patterns The major differences are as follows:
In organizational buying lot of formalities like proposals, quotations, procedures are to be
followed unlike consumer buying.

Decision process is much complex with high financial risk, technical aspects, multiple
influencing factors etc.
Organizational buying requires more extensive negotiation over larger time period than
consumer buying.
4.9 Black box model
ENVIRONMENTAL
FACTORS
BUYER'S BLACK BOX
BUYER'S
RESPONSE
Marketing
Stimuli
Environmental
Stimuli
Buyer
Characteristics
Decision Process
Product
Price
Place
Promotion
Economic
Technical
Political
Cultural
Attitudes
Motivation
Perceptions
Personality
Lifestyle
Problem recognition
Information search
Alternative evaluation
Purchase decision
Post-purchase behavior
Product choice
Brand choice
Dealer choice
Purchase timing
Purchase amount
The black box model shows the interaction of stimuli, consumer characteristics, decision
process and consumer responses. It can be distinguished between interpersonal stimuli
(between people) or intrapersonal stimuli (within people). The black box model is related

to the black box theory of behaviorism, where the focus is not set on the processes inside
a consumer, but the relation between the stimuli and the response of the consumer. The
marketing stimuli are planned and processed by the companies, whereas the
environmental stimulus are given by social factors, based on the economical, political and
cultural circumstances of a society. The buyers black box contains the buyer
characteristics and the decision process, which determines the buyers response.
The black box model considers the buyers response as a result of a conscious, rational
decision process, in which it is assumed that the buyer has recognized the problem.
However, in reality many decisions are not made in awareness of a determined problem
by the consumer.
4.9.1 Information search
Once the consumer has recognised a problem, they search for information on products
and services that can solve that problem. Belch and Belch (2007) explain that consumers
undertake both an internal (memory) and an external search.
Sources of information include:
• Personal sources
• Commercial sources
• Public sources

• Personal experience
The relevant internal psychological process that is associated with information search is
perception. Perception is defined as 'the process by which an individual receives, selects,
organises, and interprets information to create a meaningful picture of the world'
4.9.2 The selective perception process
Stage Description
- Selective exposure consumers select which promotional messages they will expose
themselves to.
- Selective attention consumers select which promotional messages they will pay
attention to
- Selective comprehension consumer interpret messages in line with their beliefs,
attitudes, motives and experiences
- Selective retention consumers remember messages that are more meaningful or
important to them
The implications of this process help develop an effective promotional strategy, and
select which sources of information are more effective for the brand.
4.9.3 Information evaluation
At this time the consumer compares the brands and products that are in their evoked set.
How can the marketing organization increase the likelihood that their brand is part of the

consumer's evoked (consideration) set? Consumers evaluate alternatives in terms of the
functional and psychological benefits that they offer. The marketing organization needs
to understand what benefits consumers are seeking and therefore which attributes are
most important in terms of making a decision.
4.9.4 Purchase decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase
decision. Sometimes purchase intention does not result in an actual purchase. The
marketing organization must facilitate the consumer to act on their purchase intention.
The provision of credit or payment terms may encourage purchase, or a sales promotion
such as the opportunity to receive a premium or enter a competition may provide an
incentive to buy now. The relevant internal psychological process that is associated with
purchase decision is integration.
4.9.5 Postpurchase evaluation
The EKB model was further developed by Rice (1993) which suggested there should be a
feedback loop, Foxall (2005) further suggests the importance of the post purchase
evaluation and that the post purchase evaluation is key due to its influences on future
purchase patterns.
4.9.6 Internal influences

Consumer behavior is influenced by: demographics, psychographics (lifestyle),
personality, motivation, knowledge, attitudes, beliefs, and feeling
4.10 CONSUMER BEHAVIOR:
THE PSYCHOLOGY OF MARKETING
The study of consumers helps firms and organizations improve their marketing strategies
by understanding issues such as how
• The psychology of how consumers think, feel, reason, and select between different
alternatives (e.g., brands, products);
• The psychology of how the consumer is influenced by his or her environment
(e.g., culture, family, signs, media);
• The behavior of consumers while shopping or making other marketing decisions;
• Limitations in consumer knowledge or information processing abilities influence
decisions and marketing outcome;
• How consumer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for the consumer; and

• How marketers can adapt and improve their marketing campaigns and marketing
strategies to more effectively reach the consumer.
One "official" definition of consumer behavior is "The study of individuals, groups, or
organizations and the processes they use to select, secure, use, and dispose of products,
services, experiences, or ideas to satisfy needs and the impacts that these processes have
on the consumer and society." Although it is not necessary to memorize this definition, it
brings up some useful points:
• Behavior occurs either for the individual, or in the context of a group (e.g., friends
influence what kinds of clothes a person wears) or an organization (people on the job
make decisions as to which products the firm should use).
• Consumer behavior involves the use and disposal of products as well as the study
of how they are purchased. Product use is often of great interest to the marketer, because
this may influence how a product is best positioned or how we can encourage increased
consumption. Since many environmental problems result from product disposal (e.g.,
motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at
landfills) this is also an area of interest.
• Consumer behavior involves services and ideas as well as tangible products.
• The impact of consumer behavior on society is also of relevance. For example,
aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have
serious repercussions for the national health and economy.

There are four main applications of consumer behavior:
• The most obvious is for marketing strategy—i.e., for making better marketing
campaigns. For example, by understanding that consumers are more receptive to food
advertising when they are hungry, we learn to schedule snack advertisements late in the
afternoon. By understanding that new products are usually initially adopted by a few
consumers and only spread later, and then only gradually, to the rest of the population,
we learn that (1) companies that introduce new products must be well financed so that
they can stay afloat until their products become a commercial success and (2) it is
important to please initial customers, since they will in turn influence many subsequent
customers’ brand choices.
• A second application is public policy. In the 1980s, Accutane, a near miracle cure
for acne, was introduced. Unfortunately, Accutane resulted in severe birth defects if taken
by pregnant women. Although physicians were instructed to warn their female patients of
this, a number still became pregnant while taking the drug. To get consumers’ attention,
the Federal Drug Administration (FDA) took the step of requiring that very graphic
pictures of deformed babies be shown on the medicine containers.
• Social marketing involves getting ideas across to consumers rather than selling
something. Marty Fishbein, a marketing professor, went on sabbatical to work for the
Centers for Disease Control trying to reduce the incidence of transmission of diseases
through illegal drug use. The best solution, obviously, would be if we could get illegal

drug users to stop. This, however, was deemed to be infeasible. It was also determined
that the practice of sharing needles was too ingrained in the drug culture to be stopped.
As a result, using knowledge of consumer attitudes, Dr. Fishbein created a campaign that
encouraged the cleaning of needles in bleach before sharing them, a goal that was
believed to be more realistic.
• As a final benefit, studying consumer behavior should make us better consumers.
Common sense suggests, for example, that if you buy a 64 liquid ounce bottle of laundry
detergent, you should pay less per ounce than if you bought two 32 ounce bottles. In
practice, however, you often pay a size premium by buying the larger quantity. In other
words, in this case, knowing this fact will sensitize you to the need to check the unit cost
labels to determine if you are really getting a bargain.
There are several units in the market that can be analyzed. Our main thrust in this course
is the consumer. However, we will also need to analyze our own firm’s strengths and
weaknesses and those of competing firms. Suppose, for example, that we make a product
aimed at older consumers, a growing segment. A competing firm that targets babies, a
shrinking market, is likely to consider repositioning toward our market. To assess a
competing firm’s potential threat, we need to examine its assets (e.g., technology, patents,
market knowledge, awareness of its brands) against pressures it faces from the market.
Finally, we need to assess conditions (the marketing environment). For example,
although we may have developed a product that offers great appeal for consumers, a
recession may cut demand dramatically.

In other words, “Consumer Behaviour refers to the behaviour that consumers display in
searching for purchasing, using, evaluating, disposing off products and services that they
expect will satisfy their wants.” According to Walters & Paul “Consumer behaviour is the
process whereby individuals decide what, when, where, how and from whom to purchase
goods and services”. Consumer may be defined as all the individuals and households that
buy and acquire goods and services for personal consumption. Consumers differ in the
age, income, taste and preference and educational levels and therefore the marketers
should identify the different consumer groups and develop products and services
according to the needs of the consumers.
The term consumer behaviour refers to the behaviour that consumer’s display in
searching for purchasing, using, evaluating and disposing of products and services that
they expect will satisfy their needs. The study of consumer behavior is the study of how
the individuals make decisions to spend their available resources (time, money, effort) on
consumption related items. It includes the study of what they buy, why they buy, when
they buy it, where they buy it and how they buy it and how often they use it.
IMPORTANCE OF CONSUMER BEHAVIOUR
1) Consumer behaviour is dynamic and changes continuously. According to the consumer
tastes and preference. Therefore a study of to analyze, monitor and understand the
consumer behaviour is very essential.

2) Only by studying consumer behaviour a businessman can solve the problems faced by
the consumers.
3) A study of consumer behaviour helps in effective marketing management.
4) Product decision regarding price, promotion and distribution can be taken after
studying the consumer behaviour and how they react to the product.
5) In an Indian market where changes take place very often, where the government keeps
on changing, it is essential to study the expectations of the consumer based on the
changes.
6) Consumer behaviour study helps a marketer in exploiting new opportunities and
meeting the challenges and requirements of an Indian consumer.
CONSUMER PERCEPTION:
Perception is the process by which individuals select, organize & interpret
stimuli into meaningful & coherent picture of the world. Perception has strategy
implications for marketers, because consumers make decisions based on what they
perceive, rather than the basis of objective reality. The lowest level at which an individual
can perceive a specific stimulus is that person’s absdute threshold.
Consumer’s selections of stimuli from the environment are based on the
interaction of their expectations and motives with the stimulus itself. The principle of the

selective perception includes the following concepts; selective exposure, selective
attention, perceptual defense and perceptual blocking.
Consumers organize their perceptions interest unified wholes according to the
principles of Gestalt psychology. The interpretation of stimuli is highly subjective and is
based on what the consumer expects to see in light of previous experience, on the number
of plausible explanations he or she can envision, on motives and interest at time of
perception, and on the clarity of the stimuli’s itself.
Just as individuals have perceived images of themselves, they also have
perceived images of the products and brands. The perceived image of a product or service
is probably more important to its ultimate success than its actual physical characteristics
products and services that are perceived favorably have many chances of being purchased
them products or services with unfavorably or natural images.
Consumer strategies for reducing perceived risk include increased
information search, brand loyalty, buying a well known brand, buying from a reputable
retailer, buying the most expensive brand and seeking reassurance in the form of money-
back, guarantees, warranties and free purchase trial. The concept of perceived risk has
products by incorporating risk reduction strategies in their new product promotional
campaigns.

CUSTOMER SATISFACTION.
Customer satisfaction suffices the customer. Customer visualizes, perceives and
will have some expectations before making any purchase. If the product meets
customer’s expectations then he is satisfied. Customer will be satisfied when the product
meets the basic needs set and therefore utility of a product is nothing but consumer’s
estimation of products over all capacity to satisfy his needs.Customer satisfaction is a
function of perceived performances and expectations.
Dissonance – reducing buying behavior
The customer might experience post purchase dissonance by noticing disquieting
features of product or by hearing favorable things about other product. If performance of
product does not satisfy perceived expectations, the customer is dissatisfied, where he
develops dissonance.
Post purchase satisfaction.
When the customer is satisfied or delighted he will be dazzled. If the product matches
the expectations of customer he is satisfied. The customer’s satisfaction is a function of
closeness between the buyer’s product expectation (E) and products perceived
performance (P) S = f (E, P)

Post purchase actions
There is high probability of purchasing the product if the customer care satisfied.
Marketers should take keen interest in handling customer’s dissatisfaction. Marketer’s
job is to understand buyer’s behavior and aim at satisfying customers. The satisfied
customers will have brand loyalty and strong affinity towards the product, so there is less
scope of switching to other brands. Satisfaction can be used as gauge for measuring
effectiveness of customer care of the organization. This increases the customer loyalty
CHAPTER V
ANALYSIS AND INTERPRETAION
The data collected from number of respondent through questionnaire were subject to
various analysis . The sampling method adopted was convenience sampling . The data
collected from respondent were first tabulated and percentage of that was found out .
BAR DIAGRAM
A basic form of diagrammatic representation is bar diagram . Bar diagram
consist of a series of bars of equal width . The bar stand on a common base line with
equal gap between one bar and another . The bars may be either horizontal or vertical .
But vertical bars are preferred as they give a better look and facilitate comparison . The
bars are constructed in such a way that their lengths are proportional to the magnitude
that they represent .

PIE-DIAGRAM
In pie-diagram different segments at a circle represent percentage contribution of
different components to the total . This chart is very useful because it clearly bring out
the relative importance of various components . Angle 360 represents 100% and the
corresponding angles for each component can be found by multiplying 360 with the
percentage of the component .
Table 5.1
Gender of the Respondents
Respondents Yes No
Male 50% 0%
Female 50% 0%
Source: Primary data
Figure 5.1
Gender of the Respondents

50%50%
Male
Female
 Inference:
Equal representation was given to male and female respondents.
Table 5.2
Usage of Branded Bags
Respondents Yes No
Male 50% 0%
Female 50% 0%
Figure 5.2
Usage of Branded Bags

50%50%
Male
Female
 Inference:
From the table it was revealed that all the respondents are using branded items.
Table 5.3
Price of scoobee day bags in the bag market
Satisfaction Level Male Female
Highly Satisfied 14% 2%
Satisfied 46% 36%
Moderate 24% 18%
Dissatisfied 16% 24%
Highly 0% 0%

Dissatisfied
Figure 5.3
Price of scoobee day bags in the bag market
14%
2%
46%
36%
24%
18%
16%
24%
0% 0%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Highly
Satisfied
Satisfied Moderate Dissatisfied Highly Dissatisfied
Male
Female
 Inference:

Most of the respondents are satisfied with the price of the scoobee day bags.46 per cent
of the male respondents and 36 per cent of the female respondents are satisfied with the
price of the bags. Its interesting to state that 16 per cent of the male respondents and 24
per cent of the female respondents are not satisfied with the price of the product.
Table 5.4
The Quality of Scooby Day Bags
Satisfied 60% 50%
Moderate 20% 30%
Dissatisfied 0% 10%
Highly Dissatisfied 0% 0%

Figure 5.4
Quality of scoobee day bags in the bag market
20%
10%
60%
50%
20%
30%
0%
10%
0% 0%
0%
10%
20%
30%
40%
50%
60%
Highly
Satisfied
Satisfied Moderate Dissatisfied Highly Dissatisfied
Male
Female
 Inference:
The table reveals that 60 per cent of the male respondents and 50 per cent of the
female respondents were satisfied with the quality of the bags. No one marked as
dissatisfied or highly dissatisfied. 20 per cent of the male respondents and 10 per cent of
the female respondents are highly satisfied with the quality.
Table 5.5
Durability of ScooBee Day Bags
Satisfied 60% 60%

Moderate 26% 22%
Dissatisfied 2% 12%
Figure 5.5
Durability of ScooBee Day Bags
10%
6%
60%60%
26%
22%
2%
12%
0% 0%
0%
10%
20%
30%
40%
50%
60%
Highly
Satisfied
Satisfied Moderate Dissatisfied Highly
Dissatisfied
Male
Female
 Inference:
60 per cent of the male and female respondents are satisfied with the
durability of the bags. 10 per cent of the male respondents and 6 per cent of the female

respondents are highly satisfied with the durability of the bags. But it is noted that 2 per
cent of the male respondents and 12 per cent of the female respondents are dissatisfied
with the durability of the product
Table 5.6
Availability of ScooBee Day Bags
Respondents Yes No
Male 50% 0%
Female 50% 0%
Figure 5.6
Availability of ScooBee Day Bags

50%50%
Male
Female
 Inference:
All respondents in the present study agreed about the availability of the bags.
Table 5.7
Alternative use of other Bags
Respondents Yes No
Male 05 45
Female 30 20
Figure 5.7
Alternative use of other Bags

5%
30%
45%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Yes No
Male
Female
Inference:
From the table it was revealed that the female respondents are using scoo
bee day bags alternatively. 30 per cent of the female respondents are using bags for
alternative purpose where as it was very low in male respondents. Only 5 per cent of
the respondents are using this bags alternatively .
Table 5.8
Selection criteria of ScooBee Day Bags
Criteria Male Female
Popularity 24% 28%

Brand Name 36% 32%
Brand Image 28% 28%
Price 10% 6%
Any other 2% 6%
Figure 5.8
Selection criteria of ScooBee Day Bags
24%
28%
36%
32%
28%28%
10%
6%
2%
6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Popularity Brand Name Brand Image Price Any other
Male
Female
 Inference:

The major part of the respondents are selecting the bag because of its brand
name. 36 per cent of the male respondents and 32 per cent of the female
respondents are selecting the product on brand name. where as 28 per cent of the
male and female respondents are giving preference to brand image.
Table 5.9
Source of information about ScooBee Day Bags
Source Male Female
Friends 24% 6%
Relatives 8% 24%
Advertisements 52% 48%
Dealers 8% 12%
Salesmen 8% 10%

Figure 5.9
Source of information about ScooBee Day Bags
24%
6%
8%
24%
52%
48%
8%
12%
8%
10%
0%
10%
20%
30%
40%
50%
60%
Friends Relatives Advertisements Dealers Salesmen
Male
Female
 Inference:
The table shows that 52 per cent of the male respondents and 48 per cent of
the female respondents were got information through advertisement. This shows the
influence of advertisement in purchasing behavior.
Table 5.10
Attractiveness of ScooBee Day Bags

Satisfied 62% 68%
Moderate 10% 10%
Dissatisfied 4% 0%
Figure 5.10
Attractiveness of ScooBee Day Bags
24%22%
62%
68%
10%10%
4%
0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
Highly
Satisfied
Dissatisfied
Male
Female
 Inference:

62 per cent of the male respondents and 68 per cent of the female respondents are
opinioned that the Scoo Bee day bags are attractive. 24 per cent of the male respondents
and 22 per cent of the female respondents are highly satisfied with the attractiveness of
the bags. But 4 per cent of the male respondents are not satisfied with this parameter.
Table 5.11
Service of ScooBee Day Bags retailers
Satisfied 52% 60%
Moderate 6% 2%
Dissatisfied 2% 0%

Figure 5.11
Service of ScooBee Day Bags retailers
40%38%
52%
60%
6%
2% 2%
0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
Highly
Satisfied
Dissatisfied
Male
Female
 Inference:
The table reveals that 52 per cent of the male respondents and 60 per cent of
the female respondents are satisfied with the service of scoo bee day retailers. 40 per
cent of the male respondents and 38 per cent of the female respondents are highly
satisfied with the service of the retailers. But 2 per cent of the male respondents are dis
satisfied with the service.
Table 5.12
Design of ScooBee Day Bags

Satisfied 32% 42%
Moderate 2% 3%
Dissatisfied 0% 0%
Figure 5.12
Design of ScooBee Day Bags
66%
55%
32%
42%
2% 3%
0% 0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
Highly
Satisfied
Dissatisfied
Male
Female
 Inference:

The table reveals that 66 per cent of the male respondents and 55 per cent of
the female respondents are highly satisfied with the design of the bags. No respondents
are dissatisfied with the design.
Table 5.13
Shoulder Strain Reduction capacity of ScooBee Day Bags
Satisfied 32% 36%
Moderate 10% 12%
Dissatisfied 5% 6%
Figure 5.13

Shoulder Strain Reduction capacity of ScooBee Day Bags
53%
42%
32%
36%
10%
12%
5% 6%
0%
4%
0%
10%
20%
30%
40%
50%
60%
Highly
Satisfied
Dissatisfied
Male
Female
 Inference:
From the table it was clear that 53 per cent of the male respondents and 42
per cent of the female respondents are highly satisfied with shoulder strain
reduction. Where as 5 per cent of the male respondents and 6 per cent of the
female respondents are dissatisfied with the shoulder strain reduction capacity of
the bags.

Table 5.14
Quality of material used in ScooBee Day Bags
Satisfied 12% 16%
Moderate 6% 9%
Dissatisfied 0% 0%
Figure 5.14
Quality of material used in ScooBee Day Bags

82%
75%
12%
16%
6%
9%
0% 0% 0% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Highly
Satisfied
Dissatisfied
Male
Female
 Inference:
From the table it was revealed that 82 per cent of the male respondents and 75
per cent of the female respondents highly satisfied with the quality of materials used for
scoo bee day bags. No respondents are marked as dissatisfied.
Table 5.15
Recommend to others about ScooBee Day Bags
Respondents Yes No
Male 50% 0%
Female 50% 0%
Figure 5.15
Recommend to others about ScooBee Day Bags

50%
50%
0%
0%
0% 10% 20% 30% 40% 50%
Yes
No
Female
Male
 Inference
All respondents are ready to recommend this bags to other customers. This
shows their trust and satisfaction level of customers.
CHAPTER- VI

FINDINGS, SUGGESTIONS & CONCLUSION
FINDINGS
 This study revealed that all the respondents are using branded items.
 Most of the respondents are satisfied with the price of the scoobee day bags.46 per
cent of the male respondents and 36 per cent of the female respondents are
satisfied with the price of the bags. Its interesting to state that 16 per cent of the
male respondents and 24 per cent of the female respondents are not satisfied with
the price of the product
 60 per cent of the male respondents and 50 per cent of the female respondents
were satisfied with the quality of the bags. No one marked as dissatisfied or
highly dissatisfied. 20 per cent of the male respondents and 10 per cent of the
female respondents are highly satisfied with the quality.

 60 per cent of the male and female respondents are satisfied with the durability of
the bags. 10 per cent of the male respondents and 6 per cent of the female
respondents are highly satisfied with the durability of the bags. But it is noted that
2 per cent of the male respondents and 12 per cent of the female respondents are
dissatisfied with the durability of the product .
 All respondents in the present study agreed about the availability of the bags.
 The study was revealed that the female respondents are using scoo bee day bags
alternatively. 30 per cent of the female respondents are using bags for alternative
purpose where as it was very low in male respondents. Only 5 per cent of the
respondents are using this bags alternatively.
 The major part of the respondents are selecting the bag because of its brand
name. 36 per cent of the male respondents and 32 per cent of the female
respondents are selecting the product on brand name. where as 28 per cent of the
male and female respondents are giving preference to brand image.

were got information through advertisement. This shows the influence of
advertisement in purchasing behavior.
 62 per cent of the male respondents and 68 per cent of the female respondents are
opinioned that the Scoo Bee day bags are attractive. 24 per cent of the male
respondents and 22 per cent of the female respondents are highly satisfied with the
attractiveness of the bags. But 4 per cent of the male respondents are not satisfied
with this parameter.
satisfied with the service of scoo bee day retailers. 40 per cent of the male
respondents and 38 per cent of the female respondents are highly satisfied with the
service of the retailers. But 2 per cent of the male respondents are dis satisfied
with the service.
highly satisfied with the design of the bags. No respondents are dissatisfied with
the design.

highly satisfied with shoulder strain reduction. Where as 5 per cent of the male
respondents and 6 per cent of the female respondents are dissatisfied with the
shoulder strain reduction capacity of the bags.
highly satisfied with the quality of materials used for scoo bee day bags. No
respondents are marked as dissatisfied.
 All respondents are ready to recommend this bags to other customers. This shows
their trust and satisfaction level of customers.

SUGGESTIONS:
• Suitable pricing strategies should be formed to attract more and more customers.
• The company should retain the quality of materials and it should be well informed
to the customer in time.
• As the company offers a durable product it should be properly communicated
among customers. It may help to attract prospective customers.
• If company promotes the alternative use of bags more customers can be attracted.
So company should take necessary steps to redesign the product.
• The company has to retain the brand image of the product. Any how the company
succeeded to propagate the brand image.

• The company has to give advertisement consistently to retain all customers and to
invite prospective customers.
• More incentives and offers should be given to retailers to create morale towards
the company.
• If company conducts some proficiency test or offers any scholarship in school
level, it may attract the attention of more students and parents. And this
programmes should be well propagated through visual medias and news papers.
CONCLUSION
‘ A Study of customer satisfaction for school bags – a case study of Kitex Limited’ is
revealed that the level on customer satisfaction .
Most of the customers are satisfied with the price of Scoobee day bags . The
influence of advertisement occupies a vital role in purchasing Scoobee day bags . It
increases the purchasing power of the customers , through trust and satisfaction level of
customers .
The investigation tries to found out the level of customer satisfaction and
awareness about the Scoobee day bags in the society . The result will show the

effectiveness of Scoobee day bags among the customers
All of the objectives satisfy the effectiveness of Scoobee day bags in society .
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