Report 3M

A
PROJECT REPORT
ON
"Study of Consumer Behavior towards 3M
woodworking adhesives in Ahmedabad city"
PREPARED FOR
PREPARED BY
YOGESH JAGRANI
TM1514551
2015-2017

Study of consumer behavior towards 3M’s woodworking adhesives
in Ahmedabad City
ii
DECLARATION
The work presented in this project was conducted during 5th
of may to 30th
of june
2016,under the supervision of Mr.Amit Bhatt (Area Sales Manager),
Woodworking Adhesives Division Ahmedabad.
The work presented for assessment in this Summer Internship Report is my own; it
has not previously been presented for another assessment to any other degree or
diploma to any other university or institute.

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PREFACE
I am glad to present this project to Sri Balaji Society. This project is about
consumer behavior on woodworking adhesives in Ahmedabad city. This includes
various interpretations on the survey made and research done. This project reflects
the different behavior of consumer towards 3M’s product (woodworking
adhesives). It also includes a brief introduction about 3M as, an organization, its
history and some general information.
This project has been prepared under strict guidance by Mr. Yogesh Jagrani for the
final evaluation on summer internship project.

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ACKNOWLEDGEMENT
I express my profound gratitude to my mentor Mr. Amit Bhatt, Area Sales
Manager (Ahmadabad), 3M India Limited, Dr. Javed Kalim, Associate Professor,
Balaji Institute of Telecom Management, Pune, and Dr. Vimal Bhatt for enabling
me to complete the summer internship with their endless support and caring
guidance. I convey my sincere gratitude to, Dr. Rashmi Mahajan for her critical
suggestions, persistent support and interest throughout the internship project,
which acted as a constant driving force for me.
I convey my sincere gratitude for skillful guidance to Prof. Amol Ankush and Prof.
Eshy Khambra, professors, Balaji Institute of Telecom Management for helping
me throughout my internship to perform better. I would also like to thank Mr.
Shashwat Ganguly, Regional Sales Manager, 3M India Limited for providing me
with a platform where I was able to apply my theoretical knowledge and learn
from the adhesive and tape market in Ahmedabad. This summer internship project
has been a great learning opportunity for me and I would like to thank my
classmates Mr. Suvinkumar CH Mr. Akash Bagawade and Mr.Chintan Patel, who
helped me in many ways during this period.
I would also like to convey my sincere regards to my parents, brother and family
members for motivating me throughout. Above all, thank You Dear Lord for all
your grace and blessings.
Yogesh Jagrani

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Completion Certificate
This is to certify that Mr. Yogesh Jagrani, student of Balaji Institute of Telecom
And Marketing, Pune, has successfully completed the project titled” Study of
Consumer Behavior towards 3M Woodworking Adhesives in Ahmedabad region”
under the guidance of Mr. Shashwat Ganguly regional sales manager-IRB and Mr.
Amit Bhatt area sales manager.
A detailed evaluation of his work during his tenure with us i.e. 2nd
may 2016 till
30th
June 2016, shows his performance to be excellent.
We wish him success and good luck in all his carrier endeavors.
For 3M India Ltd.
Institute mentor Institute Director

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PAGE FOR CERTIFICATE

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TABLE OF CONTENT
1. Declaration……………………………………………………………….ii
2. Preface……………………………………………………………………iii
3. Acknowledgement………………………………………………………..iv
4. Project Completion Certificates …… ……………………………………v
5. Table of Content
6. Executive Summary…………………… ………………………………...1
CHAPTER 1: Introduction………………………………………………….…...3
1.1Consumer behavior……………………………………………..4
1.2Definition………………………………………………………4
1.3A model of consumer behavior………………………...……...6
1.4About the project……………………………………………….7
1.5Company’s overview……………………………………………8
1.63M India……………………………………………………….11
1.73M industrial adhesives and tapes division…………………….12
1.8Objectives………………………………………………………16
1.9SWOT analysis………………………………………………….18
1.10 Research methodology………………………………………..20
1.11 Benefits of the study……………………………..…………...26
1.12 Limitations of the study………………………………………27
CHAPTER2: Literature Review………………………………………………….28

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CHAPTER 2: Data Analysis and Interpretation……………………………….30
2.1 Data analysis…………………………………………………29
CHAPTER 3: Findings of the Data…………………………………………….52
CHAPTER 4: Suggestions …………….………………………………………54
7. Bibliography…………………………………………………………….55
8. Appendix……………………………………………………………..56

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EXECUTIVE SUMMARY
The objective of the internship was to study the consumer behavior and to educate,
create awareness of 3M Woodworking adhesive, i.e. Fast Bond Tape, Mirror
Mount Tap, High Strength Bonding Tape, Attachment Tape, Heavy Duty 20 to the
carpenters, retailers and contractors. This was done by visiting a hardware retail
stores and interacting with carpenters and contractors at various construction sites.
Initially, the product orientation was done by Mr. Nitin Udge, Area Sales Manager,
Pune. Later on the researcher was provided knowledge regarding market of the
products; major competitors, usage of the product and its application and major
material involved in the preparation of the woodworking adhesives by researcher’s
mentor at his location i.e. Ahmedabad who is Mr. Amit Bhatt, Area Sales
Manager, Ahmedabad. He also helped the researcher to understand how to
approach retailers, carpenters and contractors for the survey and how to sum up the
interaction.
During the process of interaction with carpenters, contractors and retailers, a
particular set of questions were asked in order to get responses for the following:-
1. Are they aware about the existence of the product or not?
2. If yes, then are they familiar about the usage of the products?
3. Are they satisfied with the performance of the product?
4. If no, then what product is lacking?
During the process 88 carpenters, 14 contractors, and 14 retailers were
interviewed. Total of 25 retail store visits were made during the internship and a
set of questions were asked to carpenters, contractors and retailers separately in

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order to understand their perspective about 3M woodworking adhesives . The
market area to be covered for the project was Ahmedabad city. The researcher tried
to get details regarding major competitors of the product, problems which
consumer faced while using products, anything which the products lacked,
problems which a retailer faced, schemes which retailers wanted to be in place, and
issues regarding timely delivery of products to retailers.
Based on the interaction with different people, few recommendations were made in
order to increase the product awareness of and improve relationship with
carpenters, contractors and retailers.

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1. INTRODUCTION
Marketing is the action or business of promoting and selling products or services,
including market research and advertising1
. The sellers, distributors, advertising
agencies, consultants, transporters, financers, store agencies and every one as a
counter are part of the marketing system. Any exchange process be it consumer
goods, intermediary goods, services of ideas, comes under the preview of
marketing. In the ever-growing corporate world, marketing is being regarded as a
crucial element for the success of an Enterprise. The marketing discipline is
undergoing fresh re appraisal in the light of the vast global, technological,
economic and social challenges facing today’s companies and countries. Marketing
at its best is about value creation and raising the world's living standards. Today's
winning companies are those who succeed most in satisfying, indeed delighting
their target customers. As quoted by Peter Drucker “Marketing is so basic that it
cannot be considered a separate function. It is whole business seen from the point
of view of its final result, that is, from the customer’s point of view. Business
success is not determined by the producer but by the customer” .Philip Kotler has
therefore defined marketing as ‘it is a social and managerial process by which
individuals and groups obtain what they need and want through creating, offering
and exchanging products of values with others´. Many Indian companies support a
satisfied customer philosophy and describe marketing as customer-satisfaction
engineering. Since the economy in this country has changed from a primary
condition of scarcity to gradual and steady stage of prosperity, largely giving
1
The western arts of marketing and distribution.

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consumers the opportunity to choose among many varied alternatives, satisfaction
has become a major concern of business.
1.1 CONSUMER BEHAVIOR:
One thing that we have in common is that we all are consumers. In fact everybody
in this world is a consumer. Every day of our life we are buying and consuming an
incredible variety of goods and services. However, we all have different tastes,
likes, dislikes, and adopt different behavior patterns while making purchase
decisions. The term consumer behavior refers to the behavior that consumers
display in searching for, purchasing, using, evaluating and disposing of products
and services that they expect will satisfy their needs i.e. how individuals make
decisions to spend their available resources (time, money and effort) on
consumption related items. It includes the study of ‘what, they buy´, ´Why they
buy´, ‘When they buy it´, ‘Where they buy it´, ‘how often they buy it´ and ‘how
often they use’.
1.2 DEFINITIONS:
Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars &
researchers as:
It is the behavior displayed by the consumers during the acquisition, consumption
and disposition of products, services, time and ideas by decision making units.
It is the body of knowledge which studies various aspects of purchase and
consumption of products and services by individuals with various social and
psychological variables at play.

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The behavior that the consumers display in searching for, purchasing, using,
evaluating and disposing of products and services that they expect will satisfy their
needs.
The process and activities people engage in when searching for, selecting,
purchasing, using, evaluating, and disposing of products and services so as to
satisfy their needs and desires.
The activities directly involved in obtaining, consuming, and disposing of products
and services, including the decision processes that precede and follow these
actions.
The American Marketing Association (AMA) defines consumer behavior as “The
dynamic interaction of cognition, behavior & environmental events by which
human beings conduct the exchange aspect of their lives.”
Consumer behavior is helpful in understanding the purchase behavior and
preferences of different consumers. As consumers, we differ in terms of sex, age,
education, occupation, income, family setup, religion, nationality and social status.
Because of this different background factors, we have different need and we only
buy those products and services, which we think, will satisfy our needs.

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1.3 A MODEL OF CONSUMER BEHAVIOUR:
Consumers’, decisions to purchase a particular product or service is the result of
complex interplay of a number of variables. The starting point of the decision
process is provided by the company’s marketing stimuli in the shape of product,
promotion, price and distribution strategy, etc. Consumers often purchase new
products that are associated with a favorable viewed brand name. The term
consumer behavior refers to the behavior that consumer display in searching for
purchasing, using, evaluating and disposing of products and services that they
expect will satisfy these needs. The study of consumer behavior in the study of
how 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´, ‘where they buy´, ’how often they buy´ and ‘how they
use´.

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1.4 About the project:
The project was done in order to ‘Study’ as well as ‘Analyze’ the consumer
behavior towards the woodworking adhesives of 3M.
In order to get the responses of the ‘carpenter’ ‘contractors’ & ‘retailers’, a
questionnaire was prepared. Basically, to make this study possible more than 100
construction sites and 25 different retail outlet visits were made by the researcher
in the period of two months, and simultaneously the questionnaire was filled by
different respondents.
The main aim of the project was to get the following information:-
 Is the customer aware about the availability of the product in the market?
 (1) If the customer is not aware, a live demonstration was done, on the
ongoing site.
(2) If the customer is aware of the availability of the product, then it was
researchers’ duty to check, if they use 3M’s woodworking adhesives or not.
 If the customer have ever used the 3M’s woodworking adhesive, then to
know their satisfaction level.
 After providing with the demonstrations, few follow ups were made on the
previous sites, and, complaints and grievances were asked and recorded.
 To know the buying behavior of the customer, a scale was also included in
the questionnaire; it made the research easy going and more understandable.
 In order to collect the responses from ‘retailers’, few questions were asked,
which were directed as to know if they are aware about the availability of
the 3M’s woodworking adhesives.

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 In order to collect response, certain questions were asked regarding the
‘factors’ which affect their buying of adhesives.
The project was initiated with the orientation program conducted by researchers’
company i.e. 3M, which involved brief general introduction and applicability of
the product, done by Mr. Nitin Udge (Area sales manager, Pune).
1.5 Company’s Overview
1.5. (A) 3M US- A Global Innovation Company
3M is a global innovation company that never stops inventing. Over the years,
innovations at 3M have improved daily life for hundreds of millions of people all
over the world. 3M has made driving at night easier, made buildings safer, and
made consumer electronics lighter, less energy-intensive and less harmful to the
environment. 3M even helped put a man on the moon. Every day at 3M, one idea
always leads to the next, igniting momentum to make progress possible around the
world.

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1.5. (B) Values at 3M
 Act with uncompromising honesty and integrity in everything the employees
do.
 Satisfy the customers with innovative technology and superior quality, values
and services.
 Provide the investors an attractive return through sustainable, global growth.
 Respect the social and physical environment around the world.
 Value and develop the employees' diverse talents, initiative and leadership.
 Earn the admiration of all those associated with 3M worldwide.
1.5. (C) History of 3M
The 3M Company, formerly known as the Minnesota Mining and Manufacturing
Company, is an American multinational conglomerate corporation based in St.
Paul, Minnesota. 3M headquarters are in the St. Paul suburb of Maplewood,
Minnesota.
Five businessmen founded 3M in Two Harbors, Minnesota, in 1902. Originally a
mining venture, the goal was to mine corundum, but this failed because the mine's
mineral holdings were a north site, which had no commercial value. Co-founder
John Dwan solicited funds in exchange for stock and Edgar Ober and Lucius
Ordway took over the company in 1905. The company moved to Duluth and began

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research and producing sandpaper products. William L. McKnight, later a key
executive, joined the company in 1907, and A. G. Bush joined in 1909. 3M finally
became financially stable in 1916 and was able to pay dividends.
The company moved to St. Paul, where it remained for 52 years before outgrowing
the campus and moving to its current headquarters at 3M Centre in Maplewood,
Minnesota. The new Maplewood campus is 475 acres (1.92 km2) and has over 50
buildings, including an Innovation Center that displays products 3M has taken to
market.
The company began by mining stone from quarries for use in grinding wheels.
Struggling with quality and marketing of its products, management supported its
workers to innovate and develop new products, which became its core business.
Twelve years after its inception, 3M developed its first exclusive product: Three-
M-ite cloth. Other innovations in this era included masking tape, waterproof
sandpaper, and Scotch brand tapes. By 1929, 3M had made its first move toward
international expansion by forming Durex to conduct business in Europe. The
same year, the company’s stock was first traded over the counter and in 1946 listed
on the New York Stock Exchange (NYSE). The company is currently a component
of the Dow Jones Industrial Average and of the S&P 500.

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1.6 3M India
3M was established in India in 1988 and has completed more than 25 years of
operations. 3M headquarters is based in Bengaluru with branch offices at Mumbai,
Gurugram (Gurgaon), Pune, Kolkata, Hyderabad and Chennai. 3M leverages its
global innovation expertise to develop homegrown solutions that address unique
needs of diverse customers in Indian markets. 3M has invested in Innovation
Centers at Bengaluru and Gurugram (Gurgaon) to boost local product development
and its manufacturing footprint is spread across Bengaluru, Pune and Ahmedabad.
From products that improve manufacturing efficiency and impact healthcare
delivery to safety markers that help increase road visibility, everyday kitchen aids
and car care products, today, 3M innovation touches millions of Indians – making
lives easier and better.
1.6. (A) 3M Businesses in India
 Consumer
Making life easier and more productive at home and work.
 Safety & Graphics
From protecting people and information to enhancing visual and design
communication.
 Electronics & Energy
Enabling tomorrow’s lifestyle today by contributing to power, communications
and electronics.
 Health Care
From preventing infections to making smiles brighter.

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 Industrial
From purification to aerospace: changing how industry works.
1.7 3M Industrial Adhesives and Tapes Division
The Industrial Adhesives and Tapes Division (IATD) designs, manufactures and
markets extensive product lines within five businesses: Converter Markets and
Bonding Tapes; Specialty, Single Coated and Masking Tapes; Adhesives; Paper
and Printing; and Packaging Tapes and Equipment.
IATD offers products within these categories/areas: acrylic, epoxy, urethane, hot
melt, cyanoacrylate, aerosol adhesives and chemicals, water-based and solvent-
based general liquid adhesives, adhesive applicators and specialty sealants; a
complete line of single- and double-coated pressure sensitive tapes, including
adhesive transfer tapes, masking, specialty tapes, bundling and reinforcing,
identification label materials, packaging, protective tapes and equipment, and
products for paper and printing.
IATD products are ideal for applications that need high and low temperature
performance, short and long term protection, special characteristics, weather
ability, durability, high strength, bonding, sealing, tamper indicating, identifying,
box closure and sealing, bundling and reinforcing, masking and gas kitting.
The Converter Market Industry Center is dedicated to the development of products
to the converter channel. This includes identification materials including adhesive
transfer tapes for the manufacture of nameplates.

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The Paper and Printing business unit provides products and services to the paper
mill and commercial printing industry.
Major Markets: Construction, general industrial, electronics, transportation, metal
and metal finishing, plastic, wood (furniture), appliances, recreational, medical
device, pharmaceutical, food and beverage, paper and printing, marine, metal
finishing, aerospace and commercial vehicle.
Distribution: Industrial distributors, retail markets and authorized converters.
1.7. (A) 3M IATD Products Include:
Bonding Tapes
Structural and Non-Structural Adhesives
Performance Label Materials
Release Liners and Printable Films
Packaging Tapes
Specialty Tapes
Masking & Duct Tapes
Protective Tapes
Re closable Fasteners
Specialty Products
Flexographic Mounting Systems
3M is constantly working to deliver innovative technologies that strengthen the
competitive advantage in rapidly changing markets.

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1.7. (B) Adhesive and Tapes Market
The adhesive tape has become so ubiquitous today that it's difficult to imagine life
without it. You won't find a home today that hasn't at least one roll of some kind of
self-adhesive or packaging or carton-sealing tape. And outside the home, it's used
in practically every sphere of human activity, from automobiles to aviation,
graphic design to medicine. Self-adhesive tape was first invented in 1925 by a 3M
engineer, Richard Drew, in Minnesota, USA. Drew used to frequent auto garages
to test the company's sandpaper, and found that mechanics found it difficult to
separate two colours while doing paint jobs on cars.
3M then devised masking tape a paper strip backed by a light pressure-sensitive
adhesive so that painters could use them to keep the colours separate. This was the
forerunner of the Scotch Brand Cellulose tape, which was introduced in 1930. The
waterproof transparent tape was made from oils, resins and rubber, and had a
coated cellophane backing. Needless to say, it was a big hit. People found
hundreds of uses for it, from sealing envelopes to plugging leaky pipes. Today it's
so popular that there's no corner of the globe, however remote - where you won't
find self-adhesive tapes and carton-sealing tapes.
Considering how versatile they are, it should come as no surprise the global market
for self-adhesive tapes is on the fast track. The industry is expected to grow at a
rate of five per cent per annum, creating a global market of over 26 billion square
meters, valued at over $22 billion, by the year 2008.
Adhesive tapes seem to have become especially popular with the packaging
industry. Two-thirds of the self-adhesive tape market is accounted for by

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corrugated carton-sealing tapes, and its share will only grow as the world economy
surges forward, and as developing countries rely more and more on these tapes for
their packaging needs. The growth prospects for specialty tapes – double-sided,
adhesive transfer etc – also look pretty good. They're becoming indispensable in
growth industries like electronics and telecommunications.
When we talk about Indian market share from the perspective of one-sided and
double sided tapes, the major market share is held by one-sided tape as of now at
60%, while double sided tapes’ share is 40%. Adhesive tapes have found usage in
diverse business. Be it furniture related work, construction work, automobile
industry, painting industry, electrical works, official works or domestic work, the
importance of adhesive tapes has grown phenomenally.
3M India has played a lead role in the advancement of the market of adhesives and
tapes throughout the world with its continuous innovation. Some of the major
products from the Industrial and Tape Division of 3M India include masking tape,
heavy duty 20 spray, 3M adhesive resin, mirror mount tape, attachment tape, high
strength bonding tape and some other tapes of VHB family.
I worked for the awareness of following three products:-
i) 3M Heavy Duty 20 Spray
ii) 3M Mirror Mount Tape
iii) 3M High Strength Bonding Tape
iv) 3M Fast Bond Tape

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1.8 Objectives
Project title -“Study of consumer behavior towards 3M’s woodworking adhesives
in Ahmedabad city”
Project Objective:-
1. To study the awareness of 3M woodworking adhesives which are:-
a) Heavy Duty Spray
b) Mirror mount tape
c) Fast Bond tape
d) High Strength bond tape.
Among a) Carpenters
b) Contractors
c) Retailers
2. To study the satisfaction of retailers, carpenters and contractors after using,
3M's woodworking adhesives, which are:-
a) Heavy Duty Spray
b) Mirror mount tape
c) Fast Bond tape
d) High Strength bond tape.

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3. To study the difficulties of the contractor, carpenters and retailers and the
reasons behind not using 3M's woodworking adhesives.
4. To study the factors affecting the carpenters’, contractor’s & retailers buying
decision towards woodworking adhesives.

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1.9 SWOT Analysis
Of 3M’s woodworking adhesives
Strength
a. Speedy application.
b. Readiness of base (for furniture) in less than 30minutes after application.
c. High strength bonding tape can be used as an adhesive for more than 5
different materials.
d. Mirror mount tape reduces use of silicon to negligible and speeds up the
task.
e. Heavy duty 20 spray provides up to 3 level, for application on the available
surface (i.e. plywood, laminate etc) , which is only available with Pidilite’s
Ezee spray.
Weakness
a. Less ground force.
b. High price.
c. Lack of awareness
d. As the adhesive gets dry very fast, heavy duty spray is used only for small
units at different sites.

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Opportunities
a. Increasing number of consumer base.
b. Latest technology, in terms of Industrial Tapes.
c. Marketing at rural and semi-urban areas.
d. Nowadays people are interested in more innovative and speedy workings.
Threats
a. Constant pressure to be cost competitive to meet end-customers.
b. Increasing number of players using technology.

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1.10 RESEARCH METHODOLOGY
Introduction
It is very important to follow a proper and sequential procedure to do a research.
The project allotted to me has a lot of survey work so it was very essential to find
out and decide in which manner research should be done. If the market research is
not done systematically then the objectives said above cannot be achieved. For
obtaining proper information the research conducted should be controlled,
rigorous, systematic, valid and verifiable, empirical and critical. Above
characteristics of any research made that very helpful to researcher.
Types of research:
Research can be classified on the basis of three perspectives:
a) application of research study
b) objectives in undertaking the research
c) inquiry mode employed
Based on Application:
Based on the application of research the research can be classified as:
a) Basic research
b) Applied research

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Basic research:
Basic research involves developing and testing theories and hypotheses that are
intellectually challenging to the researcher but may or may not have practical
application at the present time or in the future. The knowledge produced through
basic research is sought in order to add to the existing body of research methods.
Applied research:
Applied research is done to solve specific, practical questions; for policy
formulation, administration and understanding of a phenomenon. It can be
exploratory, but is usually descriptive. It is almost always done on the basis of
basic research.
In this project I have to study the consumer behavior towards 3M’s
woodworking adhesives. Therefore, I use the applied research.
Based on Objectives:
From the viewpoint of objectives, a research can be classified as
a) Descriptive
b) Co relational
c) Explanatory
d) Exploratory

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Descriptive research:
Descriptive research attempts to describe systematically a situation, problem,
phenomenon, service or program, or provides information about , say, living
condition of a community, or describes attitudes towards an issue.
Co relational research:
Co relational research attempts to discover or establish the existence of a
relationship/ interdependence between two or more aspects of a situation.
Explanatory research:
Explanatory research attempts to clarify why and how there is a relationship
between two or more aspects of a situation or phenomenon.
Exploratory research:
Exploratory research is undertaken to explore an area where little is known or to
investigate the possibilities of undertaking a particular research study.
My research carries Descriptive research because it deals with the primary data
which gives the majors of consumer behavior towards 3M’s products.

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Inquiry Mode:
From the process adopted to find answer to research questions – the two
approaches are:
a) Structured approach
b) Unstructured approach
Structured approach:
The structured approach to inquiry is usually classified as quantitative research.
Here everything that forms the research process- objectives, design, sample, and
the questions that we plan to ask of respondents is predetermined.
Unstructured approach:
The unstructured approach to inquiry is usually classified as qualitative research.
This approach allows flexibility in all aspects of the research process.
In my research the inquiry mode used by me structured approach. The
questionnaire is enclosed in the annexure.
Primary data collected through questionnaire based survey from retailers,
retailers & retailers.

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Types of Question:
The second important aspect in the designing a question is to decide which type of
questions are to be used. Questions can be classified in various ways.
Questionnaire contains following type information-
1. Open-ended question
2. Multiple-choice Question
Mostly all questions are open-ended questions. Multiple questions are few in
number.
Sample Size:
The sample size was 90 relevant touch points.
Sampling Technique
The sampling technique used here is all the respondents are selected randomly by
convenience sampling method.
Method of Survey:
Personal Interview:
It is direct form of investigation, involving face-to-face communication with free
feedback information. It offers a sense of participation.
Personal interview is done through the set of questionnaire asked to respondents of
different categories. The survey helps in understanding the current market scenario
and buying trends.

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Area covered
The area for the research was Ahmedabad.
Time of research
The research was conducted for 2 months from 5th
of May to 30th June.

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1.11 Benefits of the study
1. The study lead towards consumer behavior helped me in knowing the
different perceptions to people, living & working in rural, semi-urban &
urban areas.
2. Every consumer being a different personality reacted to different products in
a different manner and that was recorded in order to benefit the company.
3. Various prospects of the consumer were known, which is very difficult for
an employee working at a higher post, in the organization.
4. Nowadays big as well as small organizations are focusing on Customer
satisfaction, in order to do this study, different stimuli were interviewed, and
their satisfaction level was taken into inquiry. This would definitely be
beneficial for the company.
5. Data collected was primary. In order to get primary data, on-going live sites
were visited, so as to provide the end-user with the demonstrations.
Demonstrations would not only lead to awareness of the product in the
market, but also it taught the new user “how to use the spray as well as
tapes?”
6. Retailers had issues that the end-user i.e. retailers don’t know about the
product and its use, so it was hard for them to offer new products. Spreading
awareness came out to be very helping for few of them and appreciation
followed.
7. Most of the retailers residing or working in rural areas were not aware about
the existence of the product, this study benefitted the researcher as well as
the company.

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1.12 Limitations of the study
1. Data collected is limited to the Ahmedabad region.
2. Study is limited to the leading (A-class) retailer adhesive market.
3. Information given by retailer or contractor might be influenced by personal
bias
4. Lack of cooperation of the people was also a big limitation while conducting
the study
5. Due to limitation of time a sample size of only respondents were chosen.
6. The survey was carried through questionnaire and the questions were based
on perception.
7. The sample for research was chosen only from a limited area.
8. Some of the respondents may be biased in giving responses.
9. Time was also a constraint.
10.Local language was a also a constraint.

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2.Literature Review
In order to develop a framework for the study consumer behavior it is helpful to
begin by considering the evolution of the field of consumer research and the
different paradigms of thought that have influenced the discipline. As described in
this article, a set of dimensions can be identified in the literature, which can be
used to characterize and differentiate, the various perspectives on consumer
research. It is argued that consumer behavior itself emerged as a distinct field of
study during the 1960s;
Consumer is the study “of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas, or experiences to
satisfy needs and desires” (Solomon 1995, 7). In the marketing context, the term
„consumer ‟ refers not only to the act of purchase itself, but also to patterns of
aggregate buying which include pre-purchase and post-purchase activities. Pre-
purchase activity might consist of the growing awareness of a need or want, and a
search for and evaluation of information about the products and brands that might
satisfy it. Post-purchase activities include the evaluation of the purchased item in
use and the reduction of any anxiety which accompanies the purchase of expensive
and infrequently-bought items. Each of these has implications for purchase and
repurchase and they are amenable in differing degrees to marketer influence
(Foxall 1987). Engel, et al. (1986, 5) define consumer behavior as “those acts of
individuals directly involved in obtaining, using, and disposing of economic goods
and services, including the decision processes that precede and determine these
acts”. Simple observation provides limited insight into the complex nature of
consumer choice and researchers have increasingly sought the more sophisticated

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concepts and methods of investigation provided by behavioral sciences in order to
understand, predict, and possibly control consumer behavior more effectively.
Psychology, social psychology, and sociology are the disciplines most widely
employed in this endeavor which has become a substantial academic industry in its
own right. In order to develop a framework for the study of consumer behavior it is
helpful to begin by considering the evolution of the field of consumer research and
the different paradigms of thought that have influenced the discipline (Marsden
and Littler, 1998).
Consumer behavior can be understood as: "The decision process and physical
activity individuals engage in when evaluating, acquiring, using, or disposing of
goods and services." (Loudon and Della Bitta, 1980). Nowadays, this phenomenon
can also be illustrated in the following way: "activities people undertake when
obtaining, consuming, and disposing of products and services" (Blakwell, Minard
and Engel, 2001).A study by Voss and Parasuraman (2003) suggests that the
purchase preference is primarily determined by price than quality during pre-
purchase evaluation.
Manufacturers and marketers need to gain a deeper understanding of consumer and
shopper behavior (going beyond traditional consumer/market research), and then
work out the appropriate value proposition and delivery channels for their basket
of goods and services (Business world MarketingWhitebook 2012-13).
The better marketers are at understanding consumer behavior, the more successful
they will be at influencing consumers‟ purchase behavior (Kurti Shah 2009).

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3.Data analysis and interpretation
Data interpretation means explanation or finding out the meaning. It involves
drawing inferences from the analysis of data. Interpretation and analysis are
closely interlinked. Analysis of data often includes a simultaneous interpretation of
the results. For example, when the researcher calculates a coefficient and
correlation, he concludes not only on the presence or otherwise of the relationship
between two or more variables but also whether this relationship, if existing, is
statistically significant. Further, he will also be interested to know about the
implications of such as interference in so far as that particular marketing
activity/problem is concerned.
Interpreting data in proper perspective is very important. In order to do so, the
researcher should possess a high degree of skill and exercise the utmost care and
objectivity. For errors of interpretation, if committed, can nullify even the best
research. The researcher must ensure that the data collected are reliable and
adequate for drawing inferences. If the data suffer from inadequacies, then even
the best of the methods used in analysis and interpretation would be rendered
useless.
There are some major flaws that might occur in the interpretation of data. The
marketing researcher should take care to avoid various mistakes otherwise he
would reach wrong conclusions.
Primary research (or field research) was performed to gathers information directly
from end user (mainly retailers and retailers) and retailers through:-

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 surveys
 direct observations and
 interviews
During the process of interaction with retailers and retailers, a particular set of
questions were asked
In order to get answers for the following:-
1. Are you aware about 3M’s woodworking adhesives?
2. Are you satisfied with the performance of the 3M’s woodworking adhesives?
3. What factors do you consider the most or least while purchasing the product?
Following conventions have been used in the graphs:-
 If the carpenter or contractor has used the product then the answer has been
recorded as "Yes".
 If the carpenter or contractor has not used the product then the answer has
been recorded as "No".
 If the carpenter or contractor has used the product and is satisfied with it, the
answer has been recorded as "positive".
 If the carpenter or contractor has used the product and is not satisfied with it,
the answer has been recorded as "negative".
 If carpenter or contractor has not used the product or was not available to
give answer, then experience has been recorded as "NA".
 Factors affecting carpenter’s and contractor’s buying decision is recorded
accordingly, as the measure are provided.
 Similar convention has been used for retailers as well.

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3.1 Data Analysis
3.1. (A)Awareness about 3M’s woodworking adhesives.
1. Carpenter
INTERPRETATION:
According to the survey which was done with 88 Carpenters
a. 39 Carpenters were actually aware about the existence of 3M’s Heavy Duty
20 spray, whereas 49 were not at all aware about the existence of the product
in the market. The reason provided by the carpenter who didn’t know about
the product was “No salesmen came and provided the information or the
demo of the product”.
39
51
12
60
49
37
56
28
0
10
20
30
40
50
60
70
Heavy Duty20 Mirror Mount Tape High Strength Bond
Tape
Fast Bond Tape
No.ofCarpenter
3M's woodworking adhesive
Awareness among carpenters about
3M's woodworking adhesives
Total Yes
Total No

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b. 51 Carpenters were actually aware about the existence of 3M’s Mirror
Mount tape, whereas 37 were not at all aware about the existence of the
product in the market. The basic reason provided by the Carpenters who
didn’t know about the product was “Silicon is available everywhere and its
easy to apply”.
c. 12 Carpenters were actually aware about the existence of 3M’s High
Strength bond tape, whereas 56 were not at all aware about the existence of
the product in the market. The reason provided by the Carpenters who didn’t
know about the product was “they never heard about the existence of the
product in the market”
d. 60 Carpenters were actually aware about the existence of 3M’s Fast Bond
tape, whereas 28 were not at all aware about the existence of the product in
the market. The reason provided by the Carpenters who didn’t know about
the product was “the salesmen of other competitor’s brand always come up
to the sites whereas no salesman of 3M came to our site”.

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2. Contractors
INTERPRETATIONS:
According to the survey which was done with 14 Contractors
a. 5 Contractors were actually aware about the existence of 3M’s Heavy Duty
20 spray, whereas 9 were not at all aware about the existence of the product
in the market. The reason provided by the Contractors who didn’t know
about the product was “No salesmen came and provided the information or
the demo of the product”.
b. 4 Contractors were actually aware about the existence of 3M’s Mirror Mount
the market. The basic reason provided by the Contractors who didn’t know
0
2
4
6
8
10
12
Heavy Duty20 Mirror Mount
Tape
High Strength
Bond Tape
Fast Bond Tape
5
4
3
4
9
10
11
10
No.ofcontractor
Awareness among contractors about
Total Yes
Total No

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about the product was “Silicon is available everywhere and its easy to
apply”.
c. 3 Contractors were actually aware about the existence of 3M’s High
Strength bond tape, whereas 11 were not at all aware about the existence of
the product in the market. The reason provided by the Contractors who
didn’t know about the product was “they never heard about the existence of
the product in the market”
d. 4 Contractors were actually aware about the existence of 3M’s Fast Bond
the market. The reason provided by the Contractors who didn’t know about
the product was “the salesmen of other competitor’s brand always come up
to the sites whereas no salesman of 3M came to our site”.

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3. Retailers
INTERPRETATIONS:
According to the survey which was done with 14 Retailers
a. 12 retailers were actually aware about the existence of 3M’s Heavy Duty 20
spray, whereas 2 were not at all aware about the existence of the product in
the market. The reason provided by the retailers who didn’t know about the
product was “No salesmen came and provided the information of the
product”.
b. 8 retailers were actually aware about the existence of 3M’s Mirror Mount
the market. The basic reason provided by the retailers who didn’t know
about the product was “Silicon is only asked by the carpenters because it is
easy to apply”.
0
2
4
6
8
10
12
Heavy Duty20 Mirror Mount
Tape
High Strength
Bond Tape
Fast Bond Tape
12
8
9
12
2
6
5
2
No.ofRetailers
Awareness among retailers about
Total Yes
Total No

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c. 9 retailers were actually aware about the existence of 3M’s High Strength
bond tape, whereas 5 were not at all aware about the existence of the product
in the market. The reason provided by the retailers who didn’t know about
the product was “they never heard about the existence of the product in the
market”
d. 12 retailers were actually aware about the existence of 3M’s Fast Bond tape,
whereas 2 were not at all aware about the existence of the product in the
market. The reason provided by the retailers who didn’t know about the
product was “the salesmen of other competitor’s brand always come up to
our shops whereas no salesman of 3M came to our shop”.

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3.1.(B) Analysis of satisfaction derived from 3M’s woodworking adhesive
(Analysis of satisfaction was done after the concerned person had used the
product)
1. Carpenter
INTERPRETATION:
According to the survey which was done with 88 carpenters
a. When the follow ups were done by analyze the satisfaction of carpenters after
using 3M’s Heavy duty 20 spray, 59 carpenters were satisfied by adhesive’s
performance, while 8 carpenters were not satisfied as they said “the product is too
much expensive, or the spray can only be used on a smaller area as it gets dry at a
faster rate”. Whereas 21 carpenters were either not available, or they didn’t use the
product, even after many follow ups were made.
0
20
40
60
80
Heavy Duty
20
Mirror
Mount Tape
High
Strength
Bond Tape
Fast Bond
Tape
Total Positive 59 59 26 69
Total Negative 8 11 12 13
Total N/A 21 18 50 6
Number of Carpenters who are satisfied with

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b. When the follow ups were done by analyze the satisfaction of carpenters after
using 3M’s Mirror Mount Tape, 59 carpenters were satisfied by adhesive’s
performance, while 11 carpenters were not satisfied as they said “silicon is easy to
use, or it is difficult to judge the amount of tape to be used on a particular piece of
mirror”. Whereas 18 carpenters were either not available, or they didn’t use the
c. When the follow ups were done by analyze the satisfaction of carpenters after
using 3M’s High Strength Bond Tape, 26 carpenters were satisfied by adhesive’s
much expensive” or it was observed by me that they didn’t know how & where to
use the tape. Whereas 50 carpenters were either not available, or they didn’t use
the product, even after many follow ups were made.
d. When the follow ups were done by analyze the satisfaction of carpenters after
using 3M’s Fast Bond Tape, 69 carpenters were satisfied by adhesive’s
much expensive, or it is difficult to analyze that what pattern should be followed
while using the tape on the laminates”. Whereas 6 carpenters were either not
available, or they didn’t use the product, even after many follow ups were made.

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2. Contractor
INTERPRETATION:
According to the survey made which was done with 14 contractors
a. When the follow ups were done by analyze the satisfaction of contractors after
using 3M’s Heavy duty 20 spray, 5 contractors were satisfied by adhesive’s
much expensive, or the spray can only be used on a smaller area as it gets dry at a
faster rate”. Whereas 5 carpenters were either not available, or they didn’t use the
0
1
2
3
4
5
6
7
Heavy Duty 20 Mirror Mount Tape High Strength Tape Fast Bond Tape
Total N/A 5 5 4 2
Number of Contractors who are satisfied with

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b. When the follow ups were done by analyze the satisfaction of contractors after
using 3M’s Mirror Mount Tape, 6 contractors were satisfied by adhesive’s
performance, while 3 contractors were not satisfied as they said “silicon is easy to
use, or it is difficult to judge the amount of tape to be used on a particular piece of
mirror”. Whereas 5 contractors were either not available, or they didn’t use the
c. When the follow ups were done by analyze the satisfaction of contractors after
using 3M’s High Strength Bond Tape, 6 contractors were satisfied by adhesive’s
performance, while 4 contractors were not satisfied as they said “the product is too
much expensive” or it was observed by me that they didn’t know how & where to
use the tape. Whereas 4 contractors were either not available, or they didn’t use the
d. When the follow ups were done by analyze the satisfaction of contractors after
using 3M’s Fast Bond Tape, 5 contractors were satisfied by adhesive’s
much expensive, or it is difficult to analyze that what pattern should be followed
while using the tape on the laminates”. Whereas 2 contractors were either not
available, or they didn’t use the product, even after many follow ups were made.

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3. Retailers
INTERPRETATION:
According to the survey made which was done with 14 contractors
a. When the follow ups were done by analyze the satisfaction of retailers after
selling 3M’s Heavy duty 20 spray, 8 retailers were satisfied by adhesive’s sale,
while 2 retailers were not satisfied as they said by the sale “the product is too much
expensive”. Whereas 4 retailers didn’t give proper response or they haven’t
purchased the product from distributor for further selling.
b. When the follow ups were done by analyze the satisfaction of retailers after
selling 3M’s Mirror Mount Tape, 8 retailers were satisfied by adhesive’s sale,
while 3 retailers were not satisfied as they said “carpenters are not familiar with the
product, and mostly carpenters prefer silicon”. Whereas 5 retailers didn’t give
proper response or they haven’t purchased the product from distributor for further
selling.
0
1
2
3
4
5
6
7
8
9
Heavy Duty 20 Mirror Mount
Tape
High Strength
Tape
Fast Bond Tape
Total N/A 4 5 4 0
Number of Retailers who are satisfied with

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c. When the follow ups were done by analyze the satisfaction of retailers after
using 3M’s High Strength Bond Tape, 7 retailers were satisfied by adhesive’s sale,
while 3 retailer were not satisfied as they said “the product is too much expensive”,
or it was observed by me that they were unable to provide the instructions to the
carpenters or contractors. Whereas 4 retailers didn’t give proper response or they
haven’t purchased the product from distributor for further selling.
d. When the follow ups were done by analyze the satisfaction of retailers after
selling 3M’s Fast Bond Tape, 9 retailers were satisfied by adhesive’s sale, while 5
retailers were not satisfied as they said “the product is too much expensive, or it is
difficult for carpenters or contractors to analyze that what pattern should be
followed while using the tape on the laminates”.

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3.1.(C) Analysis of factors affecting the buying behavior of carpenters and
contractors.
(Analysis of factors affecting the buying behavior of carpenters and
contractors by carpenter, contractor and retailers- Observer’s point of view)
1. Carpenter
INTERPRETATIONS:
According to the survey which was done with 88 carpenters, responses generated
were as follows:
0
10
20
30
40
50
60
70
80
90
Durability Reliability Margin Availability Schemes Brand
Name
Others(Plea
se Specify)
Total Most Important 57 88 0 0 0 14 0
Total Important 31 0 38 4 0 35 0
Total Depends 0 0 50 5 4 13 0
Total Not Important 0 0 0 0 74 1 0
Total Rarely 0 0 0 79 10 25 0
No.Carpenters
Factors affecting buying decision of carpenter while
buying adhesive

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a. While purchasing woodworking adhesives, 57 carpenters mentioned that for
them, the adhesive should be highly durable and rest 31 said that it is
‘important’ that the adhesive should be durable enough to hold the wood for
at least 4-5 years.
b. In case of ‘Reliability’, all the 88 carpenters said “the adhesive should be
highly reliable, as, if we won’t be able to rely on the adhesive, then we
would not buy such adhesive”
c. While making an inquiry about the “Margin”, 38 carpenters said that “apart
from our basic income, margin is our only earning”, whereas remaining 50
carpenters said “it totally depends on the kind and time duration of site we
are working in and the other facilities provided by the person we are
working for”.
d. While taking into account the ‘Availability’ factor, majority i.e. 79
carpenters said “if the product is not available in the store, we generally ask
the retailer to arrange the adhesive we need by the end of the day of a day
later”. Whereas 5 carpenters said “availability matters to them, if the product
is not available, then they move to nearest retail outlet”, and there were 4
carpenters, who stated that “ if the work has to be completed in a short span
of time, or in case we are running short of adhesive then availability matters
to us, else it doesn’t affect our behavior”.
e. While making an inquiry regarding taking into account the ‘scheme’ factor,
majority i.e. 74 carpenters stated that “Schemes are not really important to
us”. But 4 carpenters stated that “if there is a really good scheme provided
by a company, and the prize is actually worth switching to a different brand,
then it is important else not”. Whereas 10 carpenters stated that “if we are

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purchasing in bulk and that too from a single retailer, then schemes matter to
us”.
f. Taking “brand name” into account, 14 carpenters said “brand is very
important, as we cannot go for some local brand, in case of woodworking”.
35 carpenters said that “brand name is important to us, as some people
(consumers) are there who only provide work after knowing, that what brand
of adhesive we use in our work”. 1 carpenter said it is not important for him,
that which he is using. And there were 25 other carpenters, who stated “we
are familiar with all kind if adhesives, so brand name rarely matters to us,
it’s totally up to us how to use and how much to use”.
g. While making an inquiry about ‘is there any other factor’, apart 6 provide in
the questionnaire, you would like to mention, but it was observed that due to
‘perceptional’ options provided in the questionnaire, every carpenter said
“no, there is no other factor, which affects the buying behavior”.

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2. Contractor
INTERPRETATIONS:
According to the survey which was done with 14 Contractors, responses generated
were as follows:
a. While making a purchase, all the 14 contractors stated that, “we work for the
benefit of people as well ours, hence in woodworking ‘Durability’ and
‘Reliability’ are the most important factors”
b. In case of ‘Margin’, 1 contractor stated that, “Margin plays an important role
as it is the only secondary form of income”, whereas 13 contractors said “if
there is an appropriate time span provided by the owner of the site, then
0
2
4
6
8
10
12
14
Name
Others(Ple
ase
Specify)
Total Rarely 0 0 0 13 0 0 0
No.ofContractors
Factors affecting buying decision of contractor while
buying adhesive

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margin, whatever the percentage may be, is sufficient, else we need some
margin from the purchase we make”.
c. Taking ‘Availability’ into account, 13 contractors said “we buy adhesives in
bulk as we have many sites, so availability is generally not a factor which
affects our buying because we have different retailers, from whom we buy”.
d. While taking ‘Schemes’ into account, 11 contractors stated “if we buy bulk,
we want the retailer, to provide us with some schemes”. Whereas 3
contractors stated “it is okay if there is no scheme as in any case we have to
work”.
e. While asking about the ‘brand name’ as the factor, 8 contractors stated “we
generally stick to a single brand, until and unless the owner of a site asks us
to switch”. Whereas 3 contractors stated “if there is a scheme in any other
brand (preferably international) then we brand name doesn’t matter, it gets
easy for us to switch”. And 3 contractors said “we have to work and prepare
a solid woodwork, which should be durable and reliable, brand name doesn’t
affect’s much”.
f. Inquiring about, if there is any other factor that affects contractor’s buying
behavior, apart 6 provide in the questionnaire. It was observed that due to
‘perceptional’ options provided in the questionnaire, every contractor said
“no, there is no other factor, which affects the buying behavior”.

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3. Retailers
(The analysis is done from the point of view of different retailers, as to see
what they think which factor affects the buying behavior of carpenter and
contractor)
INTERPRETATIONS:
According to the survey which was done, responses recorded were as follows:
a. While interviewing 14 retailers, it was analyzed that ‘Durability’ and
‘Reliability’ are the most important factor which affect the buying decision
of carpenter and contractor in case of woodworking adhesives.
0
2
4
6
8
10
12
14
Name
Others(Ple
ase
Specify)
Total Rarely 0 0 0 0 0 0 0
No.ofRetailers
Factors affecting buying decision of
carpenter's/contractor's while buying adhesive

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b. In case of ‘Margin’ 6 retailers stated “sometimes contractor is a regular
customer and pressurizes on increasing margin”. 6 retailers said that
“contractors and carpenters, if they buy in bulk, it becomes important for us
to for increase their margin”. And there were 2 retailers who stated that
“mostly the contractors and the carpenters pressurizes on the margin”, and it
was observed that margin was ‘most important’.
c. While taking ‘Availability into account, according to 6 retailer “it is
important to keep stock” whereas 6 retailers said “we generally don’t keep
stock, we provide adhesives to carpenters and contractors on order basis”.
And 2 retailers stated that, “if the carpenters and contractors ask for a
specific brand and their work is to be done on urgent basis, then availability
is important, else not”.
d. While taking ‘schemes’ into account 7 retailers stated that “carpenters and
contractors want more gifts or other hampers, when they are buying bulk
stocks or they are a regular customer”. Whereas 2 retailers stated that “It is
important to provide different schemes to carpenters and contractors, so that
they stick to our outlet only”. And 5 retailers stated that “Schemes do not
play an important role, carpenter and contractor will buy the adhesives
anyhow, as they have to work”.
e. In case of ‘Brand name’ majority of the retailers i.e. 11, stated that
“carpenters and contractor buy adhesive for woodwork, if they don’t get
products of ‘X’ brand, they will easily switch to ‘Y’ brand. Whereas 3
retailers stated that “it totally depends on carpenters and contractors”.
f. Inquiring about, if there is any other factor that affects contractor’s and
carpenter’s buying behavior according to retailer, apart 6 provide in the
questionnaire. It was observed that due to ‘perceptional’ options provided in

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the questionnaire, every retailer said “no, there is no other factor, which
affects the buying behavior of carpenter and contractor”.

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4. Findings of the data
1. Due to less ground force, proper knowledge about the product doesn’t reach
to various carpenters and contractor.
2. According to the analysis done, it was known that, various carpenters and
contractors were unable to use the product properly and hence they provided
with the negative responses.
3. From the study done, it was thoroughly analyzed that all the carpenters,
contractor and retailers said that, durability and reliability are the major
factors affecting the purchases of woodworking adhesives.
4. From the study, it was analyzed that margin also plays an important role in
affecting the buying behavior of the carpenters and contractors, while
making the purchase for woodworking adhesives.
5. From the study done, it was analyzed from the retailer’s point of view that,
‘brand name’ is the least affecting factor, while making the purchase of
woodworking adhesives by carpenters and contractors.
6. From the study done, it was analyzed that, retailers stated that it is
‘availability’ plays an important role as a factor affecting the buying
behavior of carpenters and contractors for woodworking adhesives.
7. It was analyzed that the contractors also pressurized on the ‘durability’ and
‘reliability’ are the factors affecting their buying decision towards
woodworking adhesives.
8. From the study done, it was analyzed that carpenters provided that,
‘reliability’ is the most important factor affecting the buying decision of the
purchase made for woodworking adhesives.

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9. From the study made, it was analyzed that, majority of the carpenters were
satisfied with the performance of ‘fast bond tape’ and then ‘High strength
bond tape’ and ‘mirror mount tape’ and finally ‘heavy duty 20 spray’.
10.From the study made, it was analyzed that, majority of the contractors were
satisfied with the performance of ‘high strength bond tape’ and ‘mirror
mount tape’ then ‘heavy duty 20 spray’ and ‘fast bond tape’ and finally
‘heavy duty 20 spray’.
11.From the study made, it was analyzed that, majority of the retailers were
satisfied with the performance of ‘fast bond tape’ and then ‘heavy duty 20
spray’ and ‘mirror mount tape’ and finally ‘high strength bond tape’.
12.From the study made, it was analyzed that, majority of the retailers were
aware of ‘fast bond tape’ and then ‘heavy duty 20 spray’ and ‘high strength
tape’ and finally ‘mirror mount tape’.
13.From the study made, it was analyzed that, majority of the retailers were not
aware of any of the woodworking adhesives of 3M.
14.From the study made, it was analyzed that, majority of the carpenters were
aware of ‘fast bond tape’ and then ‘mirror mount tape’ and ‘heavy duty 20
spray’ and finally ‘high strength bond tape’.
15.Due to single salesman appointed by the concerned distributor under whom
the researcher was working, it was very hard to reach out every locality.

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5. Suggestions
1. It would be easy for the company to make carpenters and contractors
understand the use of 3M’s woodworking adhesives, if they provide with a
single instruction sheet in ‘regional language’.
2. While on the meet, carpenters and contractors expect some sort of gift i.e.
notepad or pen or measuring tape, so it would be a good thing if the
company encourages this idea of marketing.
3. “Har hafte shehenshah”- the scheme was on ‘Heavy duty 20 spray’. This
scheme was basically a lucky draw sort of competition, and the lucky winner
was provided with a two wheeler or a television set. Company due to certain
norms closed that lucky draw, but it would be beneficial for the organization
if they again install that same or same kind of scheme again to encourage the
sales.
4. Regular follow ups with the carpenters from site to site, encourages friendly
relation with carpenters. This can also play a significant role in encouraging
the sales of the products.
5. In order to achieve targets and create benchmarks, maximum number of
meets should be done. This will help in knowing the grievances of the
contractor as well as the carpenter

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6. Bibliography
1. http://www.globalspec.com/supplier/about/3MIndustrialAdhesivesAndTapes
2. http://solutions.3mindia.co.in/wps/portal/3M/en_IN/about-3M/information/
3. http://solutions.3m.com/wps/portal/3M/en_US/Adhesives/Tapes/Products/~/3M-
Heavy-Duty-20-Spray-Adhesive?N=5396314+3294310630&rt=rud
4. http://www.powerband.in/insight/global-self-adhesive-tape-market.aspx
5. http://www.ceresana.com/en/market-studies/industry/adhesives-world/
6. http://www.european-coatings.com/Markets-companies/Adhesives-market-to-
grow-annually-by-2.9
7. http://www.optimumsolution.in/downloads/SOP-MirrorMounting.pdf
8. http://solutions.3m.com/wps/portal/3M/en_US/Adhesives/Tapes/Products/~/3M-
VHB-Tape?N=6105&rt=r3
9. http://www.technavio.com/blog/apac-region-glue-binding-adhesives-and-sealants-
market#sthash.YQFlppMx.dpuf
10. http://www.adhesivesmag.com/articles/93123-asi-top-25-leading-worldwide-
adhesives-and-sealants-manufacturers
11. .http://www.indiabusinessreports.com/Blog/BlogDesc/40
12. wwwhttp://www.grandviewresearch.com/industry-analysis/asia-pacific-
adhesives-and-sealants-market
13. http://www.grandviewresearch.com/press-release/global-adhesives-and-sealants-
market
14. http://www.transparencymarketresearch.com/urethane-adhesives-market.html
15. http://globenewswire.com/news-release/2014/10/21/674936/10103588/en/Global-
Adhesives-and-Sealants-Market-Is-Expected-to-Reach-USD-43-195-5-Million-
by-2020-New-Report-By-Grand-View-research-Inc.html
16.http://www.adhesives.org/adhesives-sealants/adhesives-sealants-
overview/adhesive-technologies

in Ahmedabad City
56
7.Appendix
1. Questionnaire- Retailer
Retailer Form
Name:_______ _______________________________
Address: _______________________________________
_______________________________________
Contact: _______________________________________
Q.1. Apart from plywood or laminates, do you sell woodworking adhesives?
Yes
No
Q.2. (If yes then)who are your customers?
Carpenters
Contractors
End consumers
Q.3. Out of the following brands of woodworking adhesives, which brand of woodworking
adhesives do you sell?
3M
Fevicol
Bluecoat
Euro
Lohmann
If others, please specify ________________

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57
Q.4. (If 3M is checked in the previous question, then) Out of the following 3M’s woodworking
adhesives, which all are you aware of?
Heavy Duty 20 Adhesive Spray
Fast Bond Tape
Mirror Mount Tape
High Strength Bond Tape
Q. 5. Do you keep 3M products in stock?
Yes, Always in Stock
No, I order them on demand.
Q.6. Are you satisfied with the performance of 3M’s woodworking adhesives?
Yes
No
Q.7. (If no then) please state the reason.
__________________________________________________________________
__________________________________________________________________
Q.8. Please rate the factors affecting the buying behavior of the carpenters and contractors,
according to you.
1……………….....2……..……….….3…………..….…..4…………….……..5
5 Not at all
4 Sometimes
3 Depends
2 Important
1 Most important

in Ahmedabad City
58
Heavy
Duty 20
Mirror
mount
tape
High
Strength
Tape
Fast
Bonding
Tape
A Durability
B Reliability
C Margin
D Availability
E Schemes
G Quantity
H Brand Name
Q.9.What difficulties did you faced while selling the 3M’s woodworking adhesives?
________________________________________________________________
________________________________________________________________
Q.10.What do you think are the major problems faced by the carpenters and contractors while
using the 3M’s woodworking adhesive product?
________________________________________________________________
________________________________________________________________
Q.11.According to you what could be the probable reasons of carpenters and contractors not
using 3M’s woodworking adhesives?
________________________________________________________________
________________________________________________________________
Q. 12. Would you like to give any suggestion?
________________________________________________________________
_________________________________________________________________

in Ahmedabad City
59
2. Questionnaire- Carpenters/Contractors
Carpenter/Contractor form
Name: _____________________________________
Site Address _________________________________
Contact: _____________________________________
Q.1. Out of the following brands of woodworking adhesives, which brand of woodworking
adhesives, do you use?
3M
Fevicol
Bluecoat
Euro
Lohmann
If others, please specify ________________
Q. 2. How do you get to know about 3M products?
Advertisement
Meetings or Seminars
Word of mouth
Display at Shop
Retailers
Q.3. (If 3M is checked in the previous question, then) Out of the following 3M’s woodworking
adhesives, which all are you aware of?
Fast Bond Tape
Mirror Mount Tape

in Ahmedabad City
60
Q.4. (If the concerned person is aware of any/all of the options provided in the previous question,
then) Out of the following 3M’s woodworking adhesives, which all you have used?
Fast Bond Tape
Mirror Mount Tape
Q.5. Are you satisfied with the performance of 3M’s woodworking adhesives?
Yes
No
Q.6. (If no then) Please state the reason.
__________________________________________________________________
__________________________________________________________________
Q.7. Please rate the factors affecting your buying behavior.
1……………….....2……..……….….3…………..….…..4…………….……..5
5 Not at all
4 Sometimes
3 Depends
2 Important
1 Most important

in Ahmedabad City
61
Heavy
Duty 20
Mirror
mount
tape
High
Strength
Tape
Fast
Bonding
Tape
A Durability
B Reliability
C Margin
D Availability
E Schemes
G Quantity
H Brand Name
Q. 8. Do you require any special training on application of 3M products?
Yes
No
Q.9.What difficulties did you faced while using the 3M’s woodworking adhesives?
________________________________________________________________
________________________________________________________________
Q.10.What were the problems/difficulties faced while using the 3M’s woodworking adhesive?
________________________________________________________________
________________________________________________________________
Q.11.What are the reasons for not using 3M’s woodworking adhesives?
________________________________________________________________
________________________________________________________________
Q. 12. Would you like to give any suggestion?
________________________________________________________________
________________________________________________________________

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