1. 1
CONSUMER PERCEPTION & BUYING BEHAVIOUR OF
“Apple Art Press Pvt. Ltd.”
Report submitted in partial fulfillment of the requirement
For the award of the degree of BBA Batch (2018-21)
Submitted By:
JANVHI SAHNI
BBA Semester V
Under the Guidance of:
MS. MUKTA KATYAL
DSPSR
Delhi School of Professional Studies and Research
(Affiliated to Guru Gobind Singh Indraprastha University, New Delhi)
Enroll. No. : - 44912501718
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ACKNOWLEDGEMENT
I take this opportunity to express my profound gratitude and deep regards to my guide
JANVHI SAHNI for his exemplary guidance, monitoring and constant
encouragement throughout the course of this project. The blessing, help and guidance
given by his time to time shall carry me a long way in the journey of life on which I
am about to embark.
I also take this opportunity to express a deep sense of gratitude to Company
Supervisor Kunal Gupta for his cordial support, valuable information and guidance,
which helped me in completing this task through various stages.
I am obliged to staff members of Apple Art Press Pvt. Ltd., for the valuable
information provided by them in their respective fields. I am grateful for their
cooperation during the period of my internship.
Last but not least, my sincere thanks to my parents and friends for their wholehearted
support and encouragement.
I also hereby declare that the project work entitled “project title” under the guidance
of “supervisor’s name” is my original work and it has not been submitted earlier in
any other university or institution.
JANVHI SAHNI
BBA-5 A
3. 3
Certificate
This is to certify that the Summer Training project titled “(CONSUMER
PERCEPTION & BUYING BEHAVIOUR OF AAP)” is an academic work done by
Ms. JANVHI SAHNI submitted in the partial fulfillment of the requirements for the
award of degree of Bachelor of Business Administration at Delhi School of
Professional Studies and Research, New Delhi under my guidance and direction.
JANVHI SAHNI has given an undertaking that the information presented in the
project has not been submitted earlier.
MS. MUKTA KATYAL
4. 4
EXECUTIVE SUMMARY
The project report is all about market research to find out the CONSUMER
PERCEPTION & BUYING BEHAVIOUR OF AAP
The report helps Apple Art Press Pvt. Ltd. to find out the customer satisfaction level
and their behavior towards their goods and services, i.e. whether their customers are
satisfied with their products, services and company or not. This study will help Apple
Art Press Pvt. Ltd. in its strategic decisions making process as well as in operational
decisions for customers and company.
In this project, the free random sample technique is used to collect the primary data as
well as secondary data. The primary data is collected on the basis of the closed ended
questionnaire. The sample size of the population is 50, and the population mainly
belongs to the Moti Nagar, Delhi region.
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TABLE OF CONTENTS
S No. Particulars Page Number
1. Acknowledgement
Declaration
Executive Summary
2
3
4
2. Chapter I
Introduction
Objective of the study
Literature Review
Research Methodology
Limitations of the study
6-12
13
14-15
16-18
19
3. CHAPTER II
Company Profile 20-27
4. CHAPER III
Analysis and Interpretation
of Data
28-37
5. Chapter IV
Conclusions and
Recommendations
38-41
6. Bibliography 42
6. 6
CHAPTER – 1
INTRODUCTION
The topic of my minor project report is ‘Consumer perception & buying behavior in
relation to products of Apple Art Press Pvt. Ltd.’ now let us see that what consumer
perception is all about.
For understanding what consumer perception & buying behavior is all about we need
to know what is marketing. So first we would study what marketing is.
Marketing is "the activity, set of institutions, and processes for creating,
communicating, delivering, and exchanging offerings that have value for customers,
clients, partners, and society at large."
For business to consumer marketing, it is "the process by which companies create
value for customers and build strong customer relationships, in order to capture value
from customers in return". For business to business marketing it is creating value,
solutions, and relationships either short term or long term with a company or brand. It
generates the strategy that underlies sales techniques, business communication, and
business developments. It is an integrated process through which companies build
strong customer relationships and create value for their customers and for themselves.
Consumer perception
The Business Dictionary defines consumer perception as a “marketing concept that
encompasses a customer’s impression, awareness or consciousness about a company
or its offerings. Typically, customer perception is affected by advertising, reviews,
public relations, social media, personal experiences, and other channels.”
Why is customer perception important?
In today’s digital age, virtually everything is a Google search away. This makes your
goods and services easier to find, but the tradeoff is that your competition is easier to
find as well. That means it’s easier for unhappy or unsatisfied customers to leave.
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Consumers want good quality, but they also want to know they are getting good
value. That value isn’t just judged by the product or service they are purchasing, but
by the availability and usability of the customer service that supports it.
It’s just not enough anymore to have brand recognition, consumers want to feel good
about a brand and company. They want to do business with civic-minded corporations
with positive world views.
What influences customer perception?
Knowing first what influences customer perception allows you to secure your
organization’s perceived identity.
Some factors that influence individual’s perceptions include:
Advertising – The campaigns your company runs offer implied perceptions about
your products. What you say about your brand/company and the messages you deliver
help others form opinions.
Influencers – The people that surround an individual have a massive impact on their
decisions. Whether they be in person or via social media, human nature is such that
individuals listen to the opinions and thoughts of those around them.
Personal experience – This is the biggest of all factors that weigh in to customer
perception. If someone has experienced firsthand the quality of a product or service or
the responsiveness and usefulness of a customer service channel, it will positively or
negatively impact their perception.
Buying behavior
A marketing firm must ascertain the nature of customers' buying behavior if it is to
market its product properly. In order to entice and persuade a consumer to buy a
product, marketers try to determine the behavioral process of how a given product is
purchased.
B2C buying behavior
This mode of behavior concerns consumers and their purchase of a given product. For
example, if one imagines a pair of sneakers, the desire for a pair of sneakers would be
followed by an information search on available types/brands. This may include
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perusing media outlets, but most commonly consists of information gathered from
family and friends. If the information search is insufficient, the consumer may search
for alternative means to satisfy the need/want. In this case, this may mean buying
leather shoes, sandals, etc.
B2B buying behavior
It relates to organizational/industrial buying behavior. Business buy either wholesale
from other businesses or directly from the manufacturer in contracts or agreements.
B2B marketing involves one business marketing a product or service to another
business. B2C and B2B behavior are not precise terms, as similarities and differences
exist, with some key differences listed below: In a straight re-buy, the fourth, fifth and
sixth stages are omitted. In a modified re-buy scenario, the fifth and sixth stages are
precluded. In a new buy, all stages are conducted.
MARKETING MIX
The marketing mix is a business tool used in marketing products. The marketing mix
is often crucial when determining a product or brand's unique selling point (the unique
quality that differentiates a product from its competitors), and is often synonymous
with the four Ps: price, product, promotion, and place.
The marketing mix consists of four P that are, PRODUCT, PLACE, PRICE and
PROMOTION. Given below is a brief explanation of all the P’s.
Product - A product is seen as an item that satisfies what a consumer needs or
wants. It is a tangible good or an intangible service. Intangible products are
service based like the tourism industry, the hotel industry and the financial
industry. Tangible products are those that have an independent physical
existence. Typical examples of mass-produced, tangible objects are the motor
car and the disposable razor.
Price– The price is the amount a customer pays for the product. The price is
very important as it determines the company's profit and hence, survival.
Adjusting the price has a profound impact on the marketing strategy, and
depending on the price elasticity of the product, often it will affect the demand
and sales as well. The marketer should set a price that complements the other
elements of the marketing mix.
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Place - refers to providing the product at a place which is convenient for
consumers to access. Place is synonymous with distribution. Various strategies
such as intensive distribution, selective distribution, exclusive distribution and
franchising can be used by the marketer to complement the other aspects of
the marketing mix.
Promotion - represents all of the methods of communication that a marketer
may use to provide information to different parties about the product.
Promotion comprises elements such as: advertising, public relations, personal
selling and sales promotion.
FACTORS AFFECTING CONSUMER BUYING BEHAVIOUR
Consumer buying behavior refers to the selection, purchase and consumption of goods
and services for the satisfaction of their wants. There are different processes involved
in the consumer behavior. Initially the consumer tries to find what commodities he
would like to consume, then he selects only those commodities that promise greater
utility. After selecting the commodities, the consumer makes an estimate of the
available money which he can spend.
1. Cultural Factors
Consumer buying behavior is deeply influenced by cultural factors such as: buyer
culture, subculture, and social class.
a) CULTURE
Basically, culture is the part of every society and is the important cause of person
wants and behavior. The influence of culture on perception & buying behavior varies
from country to country therefore marketers have to be very careful in analyzing the
culture of different groups, regions or even countries.
b) SUBCULTURE
Each culture contains different subcultures such as religions, nationalities, geographic
regions, racial groups etc. Marketers can use these groups by segmenting the market
into various small portions. For example marketers can design products according to
the needs of a particular geographic group.
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c) SOCIAL CLASS
Every society possesses some form of social class which is important to the marketers
because the perception & buying behavior of people in a given social class is similar.
In this way marketing activities could be tailored according to different social classes.
2. Social Factors
Social factors also impact the perception & buying behavior of consumers. The
important social factors are: reference groups, family, role and status.
a) REFERENCE GROUPS
Reference groups have potential in forming a person attitude or behavior. The
impact of reference groups varies across products and brands. For example if
the product is visible such as dress, shoes, car etc then the influence of
reference groups will be high.
b) FAMILY
Buyer behavior is strongly influenced by the member of a family. Therefore
marketers are trying to find the roles and influence of the husband, wife and
children. If the buying decision of a particular product is influenced by wife
then the marketers will try to target the women in their advertisement.
c) ROLES AND STATUS
Each person possesses different roles and status in the society depending upon
the groups, clubs, family, organization etc. to which he belongs. For example a
woman is working in an organization as finance manager.
3. Personal Factors
Personal factors can also affect the consumer behavior. Some of the important
personal factors that influence the buying behavior are: lifestyle, economic situation,
occupation, age, personality and self-concept.
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a) AGE
Age and life-cycle have potential impact on the consumer buying behavior. It is
obvious that the consumers change the purchase of goods and services with the
passage of time. Family life-cycle consists of different stages such young singles,
married couples, unmarried couples etc which help marketers to develop
appropriate products for each stage.
b) OCCUPATION
The occupation of a person has significant impact on his buying behavior. For
example a marketing manager of an organization will try to purchase business
suits, whereas a low level worker in the same organization will purchase rugged
work clothes.
c) ECONOMIC SITUATION
Consumer economic situation has great influence on his buying behavior. If the
income and savings of a customer is high then he will purchase more expensive
products. On the other hand, a person with low income and savings will purchase
inexpensive products.
d) LIFESTYLE
Lifestyle of customers is another import factor affecting the consumer buying
behavior. Lifestyle refers to the way a person lives in a society and is expressed by
the things in his/her surroundings. It is determined by customer interests, opinions,
activities etc and shapes his whole pattern of acting and interacting in the world.
e) PERSONALITY
Personality changes from person to person, time to time and place to place.
Therefore it can greatly influence the buying behavior of customers. Actually,
Personality is not what one wears; rather it is the totality of behavior of a man in
different circumstances.
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4. Psychological Factors
There are four important psychological factors affecting the consumer buying
behavior. These are: perception, motivation, learning, beliefs and attitudes.
a) MOTIVATION
The level of motivation also affects the buying behavior of customers. Every
person has different needs such as physiological needs, biological needs, social
needs etc. The nature of the needs is that, some of them are most pressing while
others are least pressing.
b) PERCEPTION
Selecting, organizing and interpreting information in a way to produce a
meaningful experience of the world is called perception. There are three different
perceptual processes which are selective attention, selective distortion and
selective retention. In case of selective attention, marketers try to attract the
customer attention. Whereas, in case of selective distortion, customers try to
interpret the information in a way that will support what the customers already
believe.
BELIEFS AND ATTITUDES
Customer possesses specific belief and attitude towards various products. Since
such beliefs and attitudes make up brand image and affect consumer buying
behavior therefore marketers are interested in them.
c) LEARNING
Learning is defined as changes in an individual’s behavior arising from
experience. Having perceived an advertisement, individuals acquire, store, and
retrieve, messages about products, brands and companies.
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OBJECTIVESOF THE STUDY
a) To check the buying behavior for AAP products.
The main and foremost objective of the project is to analyze the buying behavior of
customers for AAP with other companies.
b) To determine the market share of AAP.
The second objective of the project is to determine the market share of AAP in the
market. There was a tough competition among the companies in the market. Therefore
to get establish, company had to make its competitors analysis and need to determine
where do they stand.
c) To identify pros and cons of the company.
This is the fundamental objective of the whole research. Company wants to identify
that where does it lacks, or what are the pros and cons of the company.
d) To identify the expectations of the customers regarding goods and services.
The objective of the research is to identify the expectations of the customers regarding
goods and services of the company.
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REVIEW OF LITERATURE
In this chapter, research work done in the past regarding awareness, purchase
behavior, brand preference, factors influencing brand preference and alternative
purchase plans has been reviewed and presented under the following sub-headings.
PERCEPTION of consumers towards branded products
Purchase behavior of consumers
Brand preference
Factors influencing brand preference
Alternative purchase plans
Overview
PERCEPTION & BUYING BEHAVIOU OF CONSUMERS TOWARDS
BRANDED PRODUCTS
Aaker (2000) opined that, brand awareness was remarkably durable and sustainable
asset. It provides a sense of familiarity especially in low-involvement products, a
sense of presence or commitment and substance and it was very important to recall at
the time of purchasing process. Apart from the conventional mass media, there were
other effective means to create awareness viz., event promotions, publicity, sampling
and other attention getting approaches.
Brown et al. (2000) reported that the need for effective nutritional education for
young consumers has become increasingly apparent, given their general habits and
behavior, particularly during adolescence and analyzed that the interaction between
young consumers’ preferences and their nutritional awareness behavior, within three
environments (home, school and social interaction appears to be somewhat
overshadowed by the young consumers, while developing an independence trait,
particularly, during the adolescent years. The authors suggested that preferences are
often of a type and consequently the habits of many young consumers while young
consumers were aware of behavior did not always appear to reflect such knowledge,
particularly within the school and social environments.
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Beverland (2001) studied the level of brand awareness within the New Zealand
market for ZESPRI kiwi fruit. The effectiveness of this branding strategy employed
by kiwi fruit, New Zealand was studied. The implications of the findings for
agribusiness in general using the data collected from surveys of kiwi fruit consumers
(n=106) outside three major super market chains in Auckland, New Zealand,
suggested that the level of brand awareness for ZESPRI is low among consumers. It is
indicated that brand awareness could be increased through a relationship-making
programmer involving targeted marketing and supply chain management.
16. 16
RESEARCH METHODOLOGY
PURPOSE OF THE STUDY
The project report is all about market research to find out the consumer perception &
buying behavior for the goods of Apple Art Press Pvt. Ltd...
The report helps AAP to find out the customer perception level and their behavior
towards their goods and services, i.e. whether their customers are satisfied with their
products, services and company or not. This study will help AAP in its strategic
decisions making process as well as in operational decisions for customers and
company.
RESEARCH METHODOLOGY OF THE STUDY
RESEARCH DESIGN
Research design is the plan, structure and strategy. The plan is the overall scheme e.g.
program of research. It includes an outline of what the researcher will do from writing
the hypotheses and their operational implication to the final analysis of the data. The
strategy is used to gather and analyze the data. Strategy implies how the researcher
objectives will be reached and how the problems encountered in the research will be
tackled. Research design is the blueprint of the detailed procedure of testing the
hypotheses or research questions and analyzing the obtained data.
Research design, therefore sets up the framework for the whole study. It is the
sequence of those steps taken ahead of time to ensure that the relevant data will be
collected in a way that permits objective analysis of different hypothesis or research
questions formulated with respect to the research problem. It tells what observations
are to be done and how to analyze them qualitatively and quantitatively.
17. 17
DATA COLLECTION TECHNIQUES
A tool is a device for collecting new unknown data or facts which are required for the
research study. The selection of a tool is of vital importance for any research work to
be successful. The researcher needs to select tools and techniques carefully and
judiciously and selection of tools depends on the nature of problems and objectives of
the study.
In research work, different tools are suitable for collecting various kinds of
information for various purposes. Tools of research are required to collect evidences
to empirically validate the research hypotheses or find out answers to the research
questions. The nature of any kind of tool or technique depends on the objectives of the
study.
SAMPLE DESIGN
POPULATION
A population is any group of individuals that have one or more characteristics in
common, that are of interest to the researcher. The population may be all the
individuals of a particular type or a more restricted part of a group.
The population for the current study comprised of all the people in Delhi Region,
who are conveniently available.
SAMPLE SIZE
A sample is a small portion of the population selected for the observations and
analysis. By observing the characteristics of sample, one can make certain inferences
about the characteristics of population from which it is drawn. Proper sampling from
the population is very important for the valid and reliable results.
The sample size for the present study comprised of fifty people, most of them are
from the Dwarka area, Delhi region.
18. 18
SAMPLING METHOD
Samples were selected using Non - Probability Convenience Sampling Method.
Each member or unit of the population has not the equal chance of being selected in
the sample in this method.
METHOD OF DATA COLLECTION
Data includes facts and figures, which are required to be collected to achieve the
objectives of the project, in order to determine the perception & buying behavior of
customer towards the fast moving consumable goods of AAP Company.
a) Primary Data
The data that is being collected for the first time or to particularly fulfill the objectives
of the project is known as primary data. The primary data for this study is collected
through responses of people with the help of the questionnaires prepared for them.
b) Secondary Data
Secondary data are that type of data, which are already assembled and need not to
collected from outside. The aforesaid data is collected through Internet and
company’s financial report. For the given project, the primary data, which needed to
collect for the first time, is much significant. This type of information is gathered
through Survey technique, which is the most popular and effective technique for
correct data collection. The survey is completed with the use of questionnaires.
INSTRUMENT FOR DATA COLLECTION
For collecting the different types of data different instruments have been used by the
researcher. For collecting the primary data, the researcher has used the questionnaire
method. While for the secondary data, books and journals and internet have been used
by the researcher.
DRAFTING OF A QUESTIONNAIRE
Questionnaire consists of a number of questions printed or typed in a definite order or
set of forms, the questionnaire is given to respondents who are expected to read and
understand the questions.
19. 19
LIMITATIONS
The following limitations are faced by the researcher during the study:
Since sample size is only 50, which is not the true representative of the study.
Level of accuracy of the results of research is restricted to the accuracy level
with which the customers have given their answers and the accuracy level
cannot be predicted.
Time constraint is also there.
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INDUSTRYPROFILE
Printing Industry
Printing means to produce reproductions of written material or images in multiple
copies. There are four traditional types of printing: relief printing (with which this
article is mainly concerned), intaglio, lithography, and screen process printing. Relief
printing encompasses type, stereotype, electrotype, and letterpress. Flexographic
printing is a form of rotary letterpress printing using flexible rubber plates and rapid-
drying inks.
Printing and Print – Packaging industry in India is growing; people are taking keen
interest in this key industry now. There are more than 36 printing institutes some of
these giving even post-graduate education. Every year more than 3500 new printing
engineering graduates joins the industry, while still much more get on the spot
training in the print shops. Printing especially Packaging printing is now one of the
industry. It is said that since 1989 the growth of the Printing coupled with Packaging
Printing industry is over 14%.
The compounded annual growth rate of the Indian Printing Industry is estimated to be
12.2% for the period 2007-12. The objective is to achieve 60% growth by the year of
2014. The printing industry of India is highly
fragmented. Newspapers and magazine publishing section have the large printers
apart from a few in package, label and commercial printing. About 77% of the
printing houses are family-owned. From 2002 inwards the government
allowed foreign investment. Foreign investors can now invest up to 26% in daily
newspapers and 100% in scientific or other publications with government approval.
Printing sector has evolved from a manufacturing industry into a service industry in
India of late. Publishing have come up to the international standards as well.
22. 22
SWOT ANALYSIS
STRENGTHS:
Uniqueness in products &Innovation
Presence of established distribution networks in both urban and rural areas
Operation in whole India
WEAKNESSESS:
High Operation cost
Taste and Preference Changes rapidly
Duplication of Products in market.
OPPORTUNITIES:
Untapped rural market
Rising income levels, i.e. increase in purchasing power of consumers
Large domestic market- a population of over one billion.
New trends
Adoption of western culture
THREATS:
Deploying of import restrictions resulting in Price hike of Paper.
Digitalization
GST On Religious Products.
23. 23
INDUSTRY CATEGORY AND PRODUCTS
HOUSEHOLD
HOME DECOR
The market size of Home decor is estimated to be around Rs. 4000 Cr. The Home
Decor can be segregated into two parts partial & Full Wall. The penetration level of
soaps is 92 per cent
STICKERS
The size of the Sticker market is estimated to be Rs. 12,000 Cr. Stickers are found
everywhere from pen to Car. Fighterjets, Air Planes, gadgets.
INDUSTRY
LAMINATED PAPER
HOLO LAMI PAPER
26. 26
COMPANY PROFILE
Apple Art Press Pvt. Ltd.
Type Private limited
Traded as Listed
Industry Printing Industry
Founded 2011
Founder(s) Gupta family
Headquarters
Delhi, India
Moti Nagar
Key people
Dharmender Gupta (Director)
Preeti Gupta (Director& Owner)
Products
Website www.kayhololens.com
27. 27
AAP Products was founded in 2011 in India. It was owned by the Gupta family of
New Delhi. The AAP brand became well known in India.
AAP is a repudiated member of DELHI Printing Association. And represent as
President in Delhi calendar association.
Apple Art Press commenced operations in 2011. It started with Paper Printing, and
later opted for Fully Automatic Machines for further manufacturing. They started a
completely new line of Product Stamping Foil in 2013. They developed a completely
customized machine for the production of Stamping Foil.
Finally in 2015 stepped in Holographic Film Industry as a game changer for their
company but they couldn’t be able to make their place in that industry. So they exit
that industry ASAP. But in 2017 they opened a sister company Kay Hololens and
finally made their place in Holographic industry.
28. 28
CHAPTER – 3
ANALYSIS AND INTERPRETATION
Q1. Do you know about Apple Art Press Pvt. Ltd.?
TABLE 4.01
Awareness about AAP among people
ATTRIBUTES NO. OF RESPONDENTS PERCENTAGE
YES 50 100%
NO 0 0%
TOTAL 50 100%
INTERPRETATION:
The above table and diagram shows that there is 100% awareness about AAP among
the people. It means that 100% people know about the company and its products.
Awareness
Yes 100%
NO 0
Total 100%
100%
0
100%
0%
20%
40%
60%
80%
100%
120%
Awareness aboutAppleArt Press
Yes NO Total
29. 29
Q2. Do you use the AAP products?
TABLE 4.02
People who use the products of AAP
ATTRIBUTES NO. OF
RESPONDENTS
PERCENTAGE
YES 45 90%
NO 05 10%
TOTAL 50 100%
INTERPRETATION:
The study shows that the 90% people use the products of AAP, while non – users of
the products are very less, i.e. only 10%.
0%
20%
40%
60%
80%
100%
120%
YES NO TOTAL
Usabilty ofAAP Products
YES
NO
TOTAL
30. 30
Q3. Which type of products you mostly buy of AAP?
TABLE 4.03
Preference of People towards the Products
ATTRIBUTES NO. OF
RESPONDENTS
PERCENTAGE
Posters 24 48%
Release Paper 8 16%
Holographic Film 18 36%
TOTAL 50 100%
INTERPRETATION:
The study shows that the people give their more preference to the Poster i.e. 48% and
36% to the Holographic Film items of the Apple Art Press Pvt. Ltd.
31. 31
Q4. Which Brand Or Company you preferred the most?
TABLE 4.04
Preference of People towards the Brand/Company
ATTRIBUTES NO. OF
RESPONDENTS
PERCENTAGE
PRINT MAN 15 30%
BRIJBASI ART
PRESS
6 12%
AAP 13 26%
JYOTI OFFSET
PRINT
16 32%
TOTAL 50 100%
INTERPRETATION:
The study shows that the favorite brand and company of the people is JYOTI with
32% market share, while PRINT MAN is on the 2nd position with 30% market share.
AAP is on the 3rd position with 265 market share. There is a tough competition
between JYOTI and PRINT MAN.
32. 32
Q5. What factors influence you most about the preference about Brand Or
Company?
TABLE 4.05: Factors influencing the People towards the Brand/Company
ATTRIBUTES NO. OF
RESPONDENTS
PERCENTAGE
REASONABLE PRICE 13 26%
AVAILABILITY 11 22%
BRAND IMAGE 12 24%
QUALITY 14 28%
TOTAL 50 100%
INTERPRETATION:
Quality of the products with 28% share is the main factor which influence the people
towards the brand and to buy the products, followed by reasonable price of the
products with 26% share and brand image with 24% share.
0%
20%
40%
60%
80%
100%
120%
Factors influencing people toward the Brand
REASONABLE PRICE
AVAILABILITY
BRAND IMAGE
QUALITY
TOTAL
33. 33
Q6. What are the reasons to purchase HOME DECOR products?
TABLE 4.06
Reasons to purchase Home Decor products
ATTRIBUTES NO. OF
RESPONDENTS
PERCENTAGE
REASONABLE PRICE 09 18%
EASILY
AVAILABILITY
10 20%
DESGINE 14 28%
EASY TO USE 17 34%
TOTAL 50 100%
INTERPRETATION:
According to the study, the main influencing factors for people to buy the Home
Decor products are – easiness in use (34%), Design of the product (28%), easy
availability (20%) and reasonable price (18%).
34. 34
Q7. Does quality of Company’s goods and services are better?
TABLE 4.07
Quality of Goods & Services of Apple Art Press
ATTRIBUTES NO. OF
RESPONDENTS
PERCENTAGE
YES 42 84%
NO 8 16%
TOTAL 50 100%
INTERPRETATION:
The study shows that the almost 84% people are satisfied with the goods & services
provided by Apple Art Press Pvt. Ltd. While, 16% people want some minor changes
in the goods & services.
0%
20%
40%
60%
80%
100%
120%
YES NO TOTAL
Quality of goods & services ofApple Art Press
YES
NO
TOTAL
35. 35
Q8. How will you rate goods and services of AAP?
TABLE 4.08
Rating of goods & services of AAP
ATTRIBUTES NO. OF
RESPONDENTS
PERCENTAGE
GOOD 26 52%
SATISFACTORY 16 32%
BAD 8 16%
TOTAL 50 100%
INTERPRETATION:
The researcher has used three parameters to rate the goods & services of AAP, i.e.
Good, Satisfactory and Bad. 52% people rated the services as Good and 08% people
rated the services as Bad.
0%
20%
40%
60%
80%
100%
120%
Rating of goods & services ofAAP
GOOD
SATISFACTORY
BAD
TOTAL
36. 36
Q9. What are the reasons, not to purchase HoloLami Film products?
TABLE 4.09
Reasons, not to purchase HoloLami Film products
ATTRIBUTES NO. OF
RESPONDENTS
PERCENTAGE
HIGH PRICE 12 24%
LACK OF
AWARENESS
08 16%
HANDLING 20 40%
Critical Operating
Temp.
10 20%
TOTAL 50 100%
INTERPRETATION:
According to the research, the reasons for not purchasing HoloLami Film products are
high price (40%) among the people, high prices (24%) of the products and Critical
Operating Temp. (20%) of the goods and services.
37. 37
Q10. What is your monthly expenditure on Home Decor products?
TABLE 4.10
Monthly expenditure on Home Decor products
ATTRIBUTES (In
Rs1000)
NO. OF
RESPONDENTS
PERCENTAGE
> 2 15 30%
2 < 5 20 40%
< 5 15 30%
TOTAL 50 100%
INTERPRETATION:
The above research shows that the 40% people spend between Rs 2000 – 5000 as a
monthly expenditure on the Home Decor products, while, 30% each spends less than
Rs 2000 and more than Rs 5000 respectively.
0%
20%
40%
60%
80%
100%
120%
> 2 2 < 5 < 5 TOTAL
Monthly expd. on Home Decorproducts
> 2
2 < 5
< 5
TOTAL
38. 38
CHAPTER – 4
CONCLUSION& RECOMMENDATIONS
CONCLUSION
India is having the world’s s largest printing Industry in the world. India has
maximum amount of printing presses in the world. India owns maximum amount of
share in the world in printing industry.
The current annual turnover of is more than INR 50,000 crores (US$11
Billion). India is the country with largest number of printing presses in
the world (Europe: 1.18 lakh, China: 1.13 lakh, USA: 50,000, Japan: 45,000, Korea:
42,000 and Australia: 40,000)
India's biggest international exhibition on Printing and Packaging is PRINTPACK
INDIA which is organised by an Association called IPAMA. The Indian printing
industry will reach nearly $20.9 billion by 2015, a government official said at the
ninth edition of the international exhibition on printing and allied machinery
industries (PAMEX) which was inaugurated at Greater Noida. With the exponential
growth, the organisers expect India to become the largest printing market by 2015
aided by low-cost production and ready-to-adopt new technology. The event is also
being supported by the Indian Newspaper Society (INS) and the Federation of Indian
Publishers. It is the only dedicated international exhibition for the industry organised
in Asia. The printing industry in India is slowly progressing from the heavy
machinery using industry to a more software-centric business. The Indian printers are
today equipped with the latest computer controlled printing machines and flow lines
for binding, while state-of-the-art digital technologies are used in pre-press. UV
digital printing and inkjet technology are also on the rise in India.
39. 39
The specific objectives of the study were
i. To ascertain the awareness of consumers towards branded Printing
products.
ii. To study the purchase behavior of Printing Industry products.
iii. To evaluate brand preference of the consumers.
iv. To study the factors influencing brand preference.
The study was carried out in Delhi. The total numbers of samples were 50. Required
data was collected from the respondents with the help of pre-structured and pre-tested
schedules through personal interview and questionnaire method. Data was coded,
tabulated, analyzed and interpreted using suitable statistical techniques.
40. 40
FINDINGS
From the above analysis and the Interpretation, following findings have been
identified:
1) Majority people prefer Poster.
2) 100% people know about the Apple Art Press Ltd, and out of them 90% use
the AAP products.
3) The researcher find out that 48% people give preferences to the Poster, while
36% people give preference to the Holographic.
4) The favorite brand of the people is Jyoti Art Press with 32% share and AAP is
on the 2nd position with 30% share.
5) Majority of the people use Sticker products due to its easiness of use and
reasonable prices.
6) 84% of the people are satisfied with the quality of goods and services of AAP,
among 52% of them rated the products good.
41. 41
SUGGESTIONS
From the above analysis, the following suggestions can be made:
1) There is a large scope for the companies to sell their goods to manufacturing
companies who uses AAP product as a raw material in further manufacturing.
2) The company should try to increase its market share to become the no. 1 in the
Printing Industry. The company should also take part in PRINTPAK.
3) The prices of HoloLami Film products should not be high and the products
should be available in small quantity also, so that people buy them.
4) The company should give discounts on bulk order time to time to the customers
to increase the sales and make them loyal.
5) The company should introduce new and differentiated product into the market,
so that new customers can attract towards the company as well as towards
products.
6) The companies should give more attention towards the market standing to
make people aware about the company.
7) The company should try to reduce the factors, such as – high prices, Critical
Operating Temp.etc., which stop the customers to buy Holographic Laminated
Film products.
8) The company should use media more to create and increase the brand
awareness.
42. 42
BIBLIOGRAPHY
BOOKS
KOTHARI, C.R., “Research and Methodology - Methods & Techniques”,
second revised edition 2004, New Age International Pvt. Ltd.
Bordens, Kenneth S, “Research design and methods; a process approach”, 8th
Edition, Hardcover 2010.
Goddard Wayne and Melville Stuart, “Research Methodology: An
Introduction”, 2 illustrated, revised edition, Juta and Company Ltd, 2004.
JOURNALS AND RESEARCH PAPER
Aaker David, 2000, Building strong brands. The Free Press, New York.
Good, V.C. (1959), “Introduction to Educational Research”; Appleton
Century- CraftaInc: New York.
Beverland, M., 2001, creating value through brands: The ZESPRITM kiwi
fruit case. British J., 103 (6): 383-399.
Brown, K., Mcllveen, H. and Strugnell, C., 2000, Nutritional awareness and
preferences of young consumers in Northern Ireland. Nutr. AndSci, 30 (4/5):
230-235.
Chen, A., 2001, using free association to examine the relationship between the
characteristics of brand associations and brand equity. J. Product and Brand
Management, 10 (7): 439-451.
Nandagopal, R. and Chinnaiyan, P., 2003, Brand preference of soft drinks in
rural Tamil Nadu. Ind. J. Mktg, 33 (1): 14-17.
Balaji, V., 1985, Fish consumption: A case of fish consumption behavior in
Vishakhapatnam. Ind. J. Mktg., 14 (2): 15-18.
Gluckman, L., Robert, 1986, a consumer approach to branded wines.
European J. Mktg, 20
Jorin, R., 1987, Consumer behavior is changing and offering new
opportunities. Berater-Information, 26 (9): 8-14.
Joshi, M.S., 1993, purchase habits and consumer awareness of rural and urban
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WEBSITES
www.tata.com National Sample Survey Organization, Government of India12
Oct 2019
https://www.statista.com/statistics/235829/value-of-the-print-industry-in-india/.12
Oct 2019
43. 43
QUESTIONNARIE
NAME: ____________________________ AGE: ___________________
GENDER: _____________ PHONE: ______________________
OCCUPATION: ____________________ADDRESS _____________________
The main objective to fill this questionnaire is to know about the customer
satisfaction and expectation about AAP.
Q1. Do you know about Apple Art Press Pvt. Ltd?
Q2. Do you use the AAP products?
YES
NO
Q3. Which type of products you mostly buy of AAP?
POSTERS
RELEASE PAPER
HOLOGRAPHIC FILM
YES
NO
44. 44
Q4. Which Brand or Company you preferred the most?
PRINT MAN
BRIJBASI ART PRESS
AAP
JYOTI OFFSET PRINT
Q5. What factors influence you most about the preference about Brand Or
Company?
REASONABLE PRICE
AVAILABILITY
BRAND IMAGE
QUALITY
Q6. What are the reasons to purchase HOME DECOR products?
REASONABLE PRICE
EASILY AVAILABILITY
DESGINE
EASY TO USE
Q7. Does quality of Company’s goods and services are better?
YES
NO
45. 45
Q8. How will you rate goods and services of AAP?
Q9. What are the reasons, not to purchase HoloLami Film products?
Handling
LACK OF AWARENESS
HIGH PRICE
Critical Operation Temp.
Q10. What is your monthly expenditure on Home Decor products?
> 2
2 < 5
< 5
GOOD
SATISFACTORY
BAD
