KARNATAK LAW SOCIETY’S
INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH
PROJECT REPORT ON
“Consumer e!"#$our %o&"r's M(sore S"n'") So"*+
KARNATAKA SOAP , DETERGENT LIMITED AT
ANGALORE
SUMITTED TO
KARNATAKA UNI-ERSITY. DHARWAD
SUMITTED Y
Mr/ -INAYAK N/ PATIL
MA01002331
In the partial fulfillment of the requirement for the award of Master’s in
Business Administration (MBA) awarded by Karnataka University
!harwad for the year "##$%&#'
In%ern") Gu$'e E4%ern") Gu$'e
Pro5/ Dee*" More Mr/ H/G R"6" R"o
KARNATAK LAW SOCIETY’S
INSTITUTE OF MANAGEMENT EDUCATION , RESEARCH
ELGAUM/
(Affiliated to Karnataka University !harwad ( )e*o+ni,ed by AI-./ 0ew !elhi)
CERTIFICATE
.his is to *ertify that Mr. Vinayak N Patil has satisfa*torily *ompleted
his Ma1or -on*urrent 2ro1e*t on “Consumer Behaviour towards Mysore
Sandal Soap.” in the partial fulfillment of the requirement of Masters of
Business Administration durin+ the a*ademi* year "##$%"#&#'
INSTITUTE GUIDE DIRECTOR
Pro5/ Dee*" More Dr/ A/ K")7un'r$7"r
ACKNOWLEDGEMENT
Any accomplishment requires the effort of many people and this is no different.
As a introduction to any last would be incomplete without the mention of people who
have made it possible and whose constant guidance and encourage served as beacon
light my effort with success.
I like to thank My Family and Friends who have directly or indirectly helped
me in successful completion of this project and will remain the source of inspiration for
putting my best efforts to ensure the success of this report.
I wish to take this opportunity to express my deep sense of gratitude to Mr. H.G
Raja Rao, product manager of the KS,DL "n8")ore, for providing me an
opportunity for carry out my Major Concurrent roject at their esteemed organi!ation.
I am "rateful to my Internal "uide Prof. Deepa More who has guided me in
each and every mode of the project work and helped me to understand more and more. I
also like to thank my #xternal "uide $Company "uide% Mr. H.G Raja Rao who has
supported me throughout my project.
I also express my gratitude to our beloved Director Dr. A.B Kalkundrikar for
his inspiration& advice and support in project work.
'hanking you.
lace( )elgaum !"A#AK ". PA$!%
*ate(
DECLARATION
I 3inayak 0' 2atil hereby de*lare that the pro1e*t report entitled
“Consumer e!"#$or %o&"r's M(sore S"n'") So"* $n
"n8")ore/+ is an independent study *arried out by me durin+
my Ma1or -on*urrent 2ro1e*t'
I ")so !ere9( 'e
"re %!"% %!$s re*or% $s no% 9e$n8
su9m$%%e' %o "n( or8"n$;"%$on "n' %!e '"%" &$)) 9e !e)'
n5$'en%$")/
Date:
Vinayak N. Patil
Place:
! "D&'
( "o. PAR$!)*%AR Pa+e "o
+ #xecutive ,ummary +
- Industrial rofile -./
/ Company rofile 0.1
0 2rgani!ation ,tructure +3.-3
4 roduct rofile -+.-0
5 Introduction to topic -4./+
6 7esearch Methodology /-./0
8 *ata analysis 9 Interpretation /4.43
1 'est :ypothesis 4+.4-
+3 ;inding 4/
++ ,uggestions 40
+- Conclusion 44
+/ )ibliography 45
+0 Annexure 46.48
&'&)*$!& (*MMAR#
In present competitive scenario& the ;MC" companies are mainly concentrating on analy!ing
the consumer behaviour which is essential for the growth of the company. ;MC" sector
needs speed& convenience& the ability to interact across multiple channels and the ability to
work with multiple distribution channels from which they expect consistent growth and
penetration in the market.
$!$%& ,F $H& PR,-&)$ .
“Study of Consumer Behaviour towards Mysore Sandal Soap”
The project is being carried out in Bangalore city with a clear objective of understanding the
consumer behaviour towards Mysore sandal soap and its related brands.
The primary data is collected through survey techniue and field wor! by interviewing the
consumers and general public. The secondary data is collected through company websites
and past records.
'he questionnaires consisting of both open ended and close ended questions have been
designed to obtain the required information from the respondents keeping in mind the
objectives of the study.
Analysis was made out of the opinions produced there in based upon this analysis conclusion
and recommendations were aimed at.
!"D*($R# PR,F!%&
,oap is one of the commodities which have become an indispensable part of the life
of modern world. ,ince it is non durable consumer goods& there is a large market for it. 'he
whole soap industry is experiencing changes due to innumerable reasons such as government
relations environment and energy problems increase in cost of raw material etc.
'he changing technology and ever existing desire by the individual and the
organi!ation to produce a better product at a more economical rate has also acted as catalyst
for the dynamic process of change.
More and more soap manufactures are trying to capture a commanding market share
by introducing new products. 'he soap industry in India faces a cut throat competition with
multinational companies dominate the market. 'hey are also facing severe threat from
dynamic and enterprising new entrance especially during +11+.1-.
If we look back into the history of soaps 9 detergents& mankind knew about soaps
nearly -333 years back i.e. in 63 A.*. when Mr. #lder accidentally discovered the soap& when
roasted meat over flowed on the glow in ashes. 'his lump like product was soap 9 had
foaming 9 cleansing character. In ++1- A.*. the first commercial batch of soaps was made 9
marketed by Mo( + anywhere in the world. 'he
Aarnataka state is the original home of the ,andal oil& which uses 2riginal perfume
sandalwood in the manufacturing of Mysore ,andal ,oaps.
It is also known as the 3FRAGRA"$ AMBA((AD,R ,F !"D!A4.
$RAD&MARK ,F M#(,R& (A"DA% (,AP
'he 3(HARABHA4
'he carving on the cover is the E,harabhaF& the trademark of
A,9*=. 'he ,harabha is a mythological creation from the puranas and embodies the
combined virtues of wisdom& courage 9 strength& while it is illustrated in its unusual from the
body of a lion with head of an elephant. It was adopted as an official emblem of A,9*= to
symboli!e the philosophy of the company. 'he ,harabha the symboli!ed power that removed
imperfections 9 impurities. 'he Maharaja of Mysore has his official emblem adopted it. And
soon took its pride of place as the symbol of the government ,oap factory& of quality that
reflects a standard of excellence of Aarnataka ,oaps 9 *etergents =imited.
,5"&R(H!P PA$$&R".
356olly o7ned 8y Go2ernment of Karnataka4
),MP&$!$,R( !"F,RMA$!," A"D $H&!R MARK&$ (HAR&.
:G= 63B
"odrej 0B
rocter 9 gamble +3B
A,*= ++B
2thers 4B
PR&(&"$ ($A$*(.
+. 'he company has entered into shampoo& dish wash& detergent bar 9 room refresher.
-. 'he company is striving to develop new perfumes for soaps detergents& agarbathies 9
shampoo.
/. 'he company wants to improve the existing products in terms of quality.
A)H!&&M&"$( 9 A5ARD.
+. "overnment of Aarnataka
*ept of Industries and commerce
,tate #xport romotion Advisory )oard. H#I27' A?A7*J +160.64
-. *etergent lant
Mew *elhi in *ecember
;or rehabilitation.
+115. 'he )I;7 approved the 7ehabilitation scheme in ,eptember.
+111. I,2 +033+ Certificate pertaining to #nvironmental Management ,ystem.
-333. In May& the )I;7& >ew *elhi *eclared the Company to be out of the purview.
-330. 'he company launched :erbal Care ,oap.
!(, :;;< =*A%!$# P,%!)#.
A,9*= commits to Hcustomer delightJ through 'otal Kuality Management 9
continues improvement by involvement of all its employees.
!(, >?;;> &"!R,"M&"$A% P,%!)!&( ,F K(/D%.
+. Is committed to preserve the natural environment in the production of its quality products
to the satisfaction of its customer.
-. ?ill comply with all statutory 9 regulatory requirements pertaining to environment
stipulated by both state 9 central authorities.
/. ?ould invite 9 implement action to reduce all impacts that are likely to be a source of
concern to the environment.
0. ?ould strive 9 set an example in protection 9 promotion of an eco.friendly environment.
4. Is committed to prevent 9 minimi!e risks to the environment 9 conserve natural
resources by waging a war against wastes.
5. ?ill motivate every employee of the company in preserving the environment by
providing appropriate training.
6. ?ill make available a copy of environment policy& under environment Management
system on a written request to its manager $#nvironment 9 olicy%
!((!,".
• Aeeping pace with globali!ation& global trends 9 the ,tateFs policy for using
technology in every aspect of governance.
• #nsuring global presence of Mysore ,andal products while leveraging its unique
strengths to take advantage of the current 'ech scenario by intelligent 9 selective
diversification.
• ,ecure all assistance 9 prime status from "overnment India all 'ech alliances.
;urther& ensure AarnatakaFs pre.eminent status as a proponent 9 provider of 'ech
services to the world& nation& 9 private sectors.
M!((!,".
• 'o serve the >ational economy.
• 'o attain self.reliance.
• 'o promote purity 9 quality products
• 'o maintain the )rand loyalty of its customers.
• 'o build upon the reputation of Mysore sandal soap based on pure sandal oil.
,B-&)$!&( ,F K(D%.
• 'o serve the >ational economy.
• 'o attain self.reliance.
• 'o promote purity 9 quality products
• 'o maintain the )rand loyalty of its customers.
• 'o build upon the reputation of Mysore sandal soap based on pure sandal oil.
,RGA"!(A$!," ($R*)$*R&
!. BA(!( ,F D&PAR$M&"$A$!,"
A,9*= is a manufacturing concern of moderately large si!e. ?e can see here
functions wise departmentation. It facilitates effective utili!ation of manpower and resources
and it is a simple& economical and reasonable organi!ation pattern.
!!. %&&%( ,F ,RGA"!(A$!,"
'he organi!ation of A,9*= consists of 0 levels& they are
? $,P %&&% consisting of )2*Fs and M.*
? (&),"D %&&% consisting of *irectors of ;inance and ,pecial officers
? $H!RD %&&% consisting of senior managers& deputy managers and officers.
? F,*R$H %&&% consisting of clerks& Assistants and Attendees.
!!!.,RGA"!@A$!," )HAR$ ,F K(/D%
A,9*= is ;unctional type of organi!ation. Gnder this type of organi!ation men
with special abilities in a speciali!ed function are employed. 'he hierarchy is represented as
follows.
,RGA"!(A$!," )HAR$.
&'&)*$!& D!R&)$,R
0MARK&$!"G1
D#. G&" MGR
0M$%( / (trs1
D#. G&" MGR
0F$D1
MGR
0MDAs ,ffice1
MGR
0M!(1
) (
AGM
0R / D1
G&". MA"AG&R
0F!"A")&1
MA"AG!"G D!R&)$,R
G&". MA"AG&R
0R/D9P/M1
AGM
0HRD1
F*")$!,"A% D&PAR$M&"$( ,F K(/D%
+. :uman 7ecourse *epartment. $:7*%.
-. roduction 9 Maintenance *epartment.$ 9 M %
/. Marketing *epartment. $ MA'" %
0. ;inance Aet wt +33.
033gms.
"&5 PR,D*)$( %A*")H&D.
+. ?ave 'urmeric ,oap.
-. ?ave :and ?ash =iquid ,oap.
/. :erbal Care =iquid ,oap.
0. Agarbathies L Mysore ,andal / L in L +.
!"$R,D*)$!," $, $,P!)
Marketing deals with identifying the meeting human and social needs. It as a
comprehensive term and it includes all resources and a set of activities necessary to direct and
facilitate the flow of goods and services from producer to consumer in the process of
distribution.
'he American marketing association offers the following definition@ Hmarketing is the
process of planning and executing the conception pricing& promotion and distribution of
ideas& goods and services to create exchanges that satisfy individual and organi!ational
goods.J
!mportance of marketin+.
Marketing is recogni!ed as the most significant activity in our society& marketing is all
around us. 2ur delivery existence& our entire economic life our life style are continuously
affected by a wide range of marketing activities.
• Marketing is a connecting link between the consumer and the producer marketing
process brings new 9 new items to retail shops from where the consumer can have them.
• Marketing has achieved social importance because it is entrusted with the task of
creation 9 delivery of standard of living of society.
• Marketing facilitates the development of business of creates employment
opportunities for people.
• Marketing studies continuously consumer demand which is varied and dynamic.
• Marketing removes the imbalances of supply by transferring the surplus to deficit
areas& through better transfer facilities.
• Marketing include all activities in the creation of utilities from places time and
possession.
)onsumer Be6a2iour.
Consumer behaviour is defined as all psychological social and physical behaviour of
potential customers as they become aware of evaluate& purchase& consumer and tell other
about products and services each element of this definition is important.
• )uyer behaviour involves both individual $psychological% processes 9 group $social%
process.
• Consumer behavior is reflected from awareness right through post purchases.
• Consumer behavior includes communication purchasing and consumption behavior.
!mportance of consumer 8e6a2iour.
• 'he importance of studying consumer behavior is routed deeply in the modern
concept through studying the consumer behavior business can help consumer solve their
consumption problems by understanding them and trying to analysis the buying process and
factors influencing it.
• 'he #merging buyer movement necessitates market to understanding buyer behavior&
their needs aspirations. #xpectations and problems it will be useful in exploiting marketing
opportunities and meeting challenges of the markets.
• 'he marketing is consumer oriented consumer is the king of the market the marketers
must try to offer the product favored by the customer at the price he is to pay through the
distribution channel convenient to him with the right type of promotion to do this a study of
buyer behavior is necessary.
(cope of consumer 8e6a2iour.
'he study of the consumer behavior is the study of how individuals make decision to
spend their available resources on the consumption related items. It includes the study of
what they buy why they buy it and how after they buy it.
"eed For )onsumer Be6a2iour (tudy.
#ach individual has a different reason and motivating factors in his or her choice of
tubes the consumer may commit his resources on a particular brand of tubes for reasons of
economy. :is decision encompasses various repurchased actual purchase and post purchase.
Factors !nfluencin+ )onsumer Be6a2iour.
'he major factors influencing a consumers buying behavior are(.
+. Cultural factors
-. ,ocial factors
/. ersonal factors
0. sychological factors
+. )ultural FactorsG
Cultural factors have the deepest influence on consumer behavior.
)ultural.
Is the most fundamental determinant of all peopleFs wants and behavior the growing
child acquires all sets of value& perception. references and behavior through his or her
family and other key institution. It includes value of achievement& success& activity efficiency
freedom and progress material comfort.
(u8 culture(
#ach culture consists of smaller sub culture that provides more specific identification
and speciali!ation for their members. ,ub culture includes nationality& religion& races&
geographical area and social group.
(ocial )lass.
,ocial class is relatively homogeneous and society is divided hierarchically. All human
societiesF exhibit social satisfaction& stratification sometimes takes from of a caste system
where the members of difference castes are record for creation roles and cannot change their
caste membership.
-. (ocial FactorG
Reference +roup.
A personFs reference group that which have a direct or indirect influence on the personFs
attitude or behavior there are different types of group they are(.
• Membership group are those group which have direct influence on the group.
• Aspiration group are those group where people like to become a member of that
group.
• *issociate group are those group where people do not like to become the member of
that group.
• ;amily is the most important consumer buying organi!ation in the society and it has
been researched extensively. ;amily constitutes a primary reference group.
Roles and states.
Roles.
A person participates in many groupsF family& clubs and organi!ation and this
participation in each group can be defined in terms of roles.
(tatus.
It is the esteem or respects given by the society to the society to the role of individual
marketers are aware of the status symbol potential of product and brand.
B. Personal Factors.
0>1 A+e.
eople by different goods and services over a life time. Infant consumes baby foods&
young adults may have variety food and old age people consume special diet food in the later
years.
0
INSTITUTE OF MANAGEMENT EDUCATION AND RESEARCH
PROJECT REPORT ON
“Consumer e!"#$our %o&"r's M(sore S"n'") So"*+
KARNATAKA SOAP , DETERGENT LIMITED AT
ANGALORE
SUMITTED TO
KARNATAKA UNI-ERSITY. DHARWAD
SUMITTED Y
Mr/ -INAYAK N/ PATIL
MA01002331
In the partial fulfillment of the requirement for the award of Master’s in
Business Administration (MBA) awarded by Karnataka University
!harwad for the year "##$%&#'
In%ern") Gu$'e E4%ern") Gu$'e
Pro5/ Dee*" More Mr/ H/G R"6" R"o
KARNATAK LAW SOCIETY’S
INSTITUTE OF MANAGEMENT EDUCATION , RESEARCH
ELGAUM/
(Affiliated to Karnataka University !harwad ( )e*o+ni,ed by AI-./ 0ew !elhi)
CERTIFICATE
.his is to *ertify that Mr. Vinayak N Patil has satisfa*torily *ompleted
his Ma1or -on*urrent 2ro1e*t on “Consumer Behaviour towards Mysore
Sandal Soap.” in the partial fulfillment of the requirement of Masters of
Business Administration durin+ the a*ademi* year "##$%"#&#'
INSTITUTE GUIDE DIRECTOR
Pro5/ Dee*" More Dr/ A/ K")7un'r$7"r
ACKNOWLEDGEMENT
Any accomplishment requires the effort of many people and this is no different.
As a introduction to any last would be incomplete without the mention of people who
have made it possible and whose constant guidance and encourage served as beacon
light my effort with success.
I like to thank My Family and Friends who have directly or indirectly helped
me in successful completion of this project and will remain the source of inspiration for
putting my best efforts to ensure the success of this report.
I wish to take this opportunity to express my deep sense of gratitude to Mr. H.G
Raja Rao, product manager of the KS,DL "n8")ore, for providing me an
opportunity for carry out my Major Concurrent roject at their esteemed organi!ation.
I am "rateful to my Internal "uide Prof. Deepa More who has guided me in
each and every mode of the project work and helped me to understand more and more. I
also like to thank my #xternal "uide $Company "uide% Mr. H.G Raja Rao who has
supported me throughout my project.
I also express my gratitude to our beloved Director Dr. A.B Kalkundrikar for
his inspiration& advice and support in project work.
'hanking you.
lace( )elgaum !"A#AK ". PA$!%
*ate(
DECLARATION
I 3inayak 0' 2atil hereby de*lare that the pro1e*t report entitled
“Consumer e!"#$or %o&"r's M(sore S"n'") So"* $n
"n8")ore/+ is an independent study *arried out by me durin+
my Ma1or -on*urrent 2ro1e*t'
I ")so !ere9( 'e
"re %!"% %!$s re*or% $s no% 9e$n8su9m$%%e' %o "n( or8"n$;"%$on "n' %!e '"%" &$)) 9e !e)'
n5$'en%$")/Date:
Vinayak N. Patil
Place:
! "D&'
( "o. PAR$!)*%AR Pa+e "o
+ #xecutive ,ummary +
- Industrial rofile -./
/ Company rofile 0.1
0 2rgani!ation ,tructure +3.-3
4 roduct rofile -+.-0
5 Introduction to topic -4./+
6 7esearch Methodology /-./0
8 *ata analysis 9 Interpretation /4.43
1 'est :ypothesis 4+.4-
+3 ;inding 4/
++ ,uggestions 40
+- Conclusion 44
+/ )ibliography 45
+0 Annexure 46.48
&'&)*$!& (*MMAR#
In present competitive scenario& the ;MC" companies are mainly concentrating on analy!ing
the consumer behaviour which is essential for the growth of the company. ;MC" sector
needs speed& convenience& the ability to interact across multiple channels and the ability to
work with multiple distribution channels from which they expect consistent growth and
penetration in the market.
$!$%& ,F $H& PR,-&)$ .
“Study of Consumer Behaviour towards Mysore Sandal Soap”
The project is being carried out in Bangalore city with a clear objective of understanding the
consumer behaviour towards Mysore sandal soap and its related brands.
The primary data is collected through survey techniue and field wor! by interviewing the
consumers and general public. The secondary data is collected through company websites
and past records.
'he questionnaires consisting of both open ended and close ended questions have been
designed to obtain the required information from the respondents keeping in mind the
objectives of the study.
Analysis was made out of the opinions produced there in based upon this analysis conclusion
and recommendations were aimed at.
!"D*($R# PR,F!%&
,oap is one of the commodities which have become an indispensable part of the life
of modern world. ,ince it is non durable consumer goods& there is a large market for it. 'he
whole soap industry is experiencing changes due to innumerable reasons such as government
relations environment and energy problems increase in cost of raw material etc.
'he changing technology and ever existing desire by the individual and the
organi!ation to produce a better product at a more economical rate has also acted as catalyst
for the dynamic process of change.
More and more soap manufactures are trying to capture a commanding market share
by introducing new products. 'he soap industry in India faces a cut throat competition with
multinational companies dominate the market. 'hey are also facing severe threat from
dynamic and enterprising new entrance especially during +11+.1-.
If we look back into the history of soaps 9 detergents& mankind knew about soaps
nearly -333 years back i.e. in 63 A.*. when Mr. #lder accidentally discovered the soap& when
roasted meat over flowed on the glow in ashes. 'his lump like product was soap 9 had
foaming 9 cleansing character. In ++1- A.*. the first commercial batch of soaps was made 9
marketed by Mo( + anywhere in the world. 'he
Aarnataka state is the original home of the ,andal oil& which uses 2riginal perfume
sandalwood in the manufacturing of Mysore ,andal ,oaps.
It is also known as the 3FRAGRA"$ AMBA((AD,R ,F !"D!A4.
$RAD&MARK ,F M#(,R& (A"DA% (,AP
'he 3(HARABHA4
'he carving on the cover is the E,harabhaF& the trademark of
A,9*=. 'he ,harabha is a mythological creation from the puranas and embodies the
combined virtues of wisdom& courage 9 strength& while it is illustrated in its unusual from the
body of a lion with head of an elephant. It was adopted as an official emblem of A,9*= to
symboli!e the philosophy of the company. 'he ,harabha the symboli!ed power that removed
imperfections 9 impurities. 'he Maharaja of Mysore has his official emblem adopted it. And
soon took its pride of place as the symbol of the government ,oap factory& of quality that
reflects a standard of excellence of Aarnataka ,oaps 9 *etergents =imited.
,5"&R(H!P PA$$&R".
356olly o7ned 8y Go2ernment of Karnataka4
),MP&$!$,R( !"F,RMA$!," A"D $H&!R MARK&$ (HAR&.
:G= 63B
"odrej 0B
rocter 9 gamble +3B
A,*= ++B
2thers 4B
PR&(&"$ ($A$*(.
+. 'he company has entered into shampoo& dish wash& detergent bar 9 room refresher.
-. 'he company is striving to develop new perfumes for soaps detergents& agarbathies 9
shampoo.
/. 'he company wants to improve the existing products in terms of quality.
A)H!&&M&"$( 9 A5ARD.
+. "overnment of Aarnataka
*ept of Industries and commerce
,tate #xport romotion Advisory )oard. H#I27' A?A7*J +160.64
-. *etergent lant
Mew *elhi in *ecember
;or rehabilitation.
+115. 'he )I;7 approved the 7ehabilitation scheme in ,eptember.
+111. I,2 +033+ Certificate pertaining to #nvironmental Management ,ystem.
-333. In May& the )I;7& >ew *elhi *eclared the Company to be out of the purview.
-330. 'he company launched :erbal Care ,oap.
!(, :;;< =*A%!$# P,%!)#.
A,9*= commits to Hcustomer delightJ through 'otal Kuality Management 9
continues improvement by involvement of all its employees.
!(, >?;;> &"!R,"M&"$A% P,%!)!&( ,F K(/D%.
+. Is committed to preserve the natural environment in the production of its quality products
to the satisfaction of its customer.
-. ?ill comply with all statutory 9 regulatory requirements pertaining to environment
stipulated by both state 9 central authorities.
/. ?ould invite 9 implement action to reduce all impacts that are likely to be a source of
concern to the environment.
0. ?ould strive 9 set an example in protection 9 promotion of an eco.friendly environment.
4. Is committed to prevent 9 minimi!e risks to the environment 9 conserve natural
resources by waging a war against wastes.
5. ?ill motivate every employee of the company in preserving the environment by
providing appropriate training.
6. ?ill make available a copy of environment policy& under environment Management
system on a written request to its manager $#nvironment 9 olicy%
!((!,".
• Aeeping pace with globali!ation& global trends 9 the ,tateFs policy for using
technology in every aspect of governance.
• #nsuring global presence of Mysore ,andal products while leveraging its unique
strengths to take advantage of the current 'ech scenario by intelligent 9 selective
diversification.
• ,ecure all assistance 9 prime status from "overnment India all 'ech alliances.
;urther& ensure AarnatakaFs pre.eminent status as a proponent 9 provider of 'ech
services to the world& nation& 9 private sectors.
M!((!,".
• 'o serve the >ational economy.
• 'o attain self.reliance.
• 'o promote purity 9 quality products
• 'o maintain the )rand loyalty of its customers.
• 'o build upon the reputation of Mysore sandal soap based on pure sandal oil.
,B-&)$!&( ,F K(D%.
• 'o serve the >ational economy.
• 'o attain self.reliance.
• 'o promote purity 9 quality products
• 'o maintain the )rand loyalty of its customers.
• 'o build upon the reputation of Mysore sandal soap based on pure sandal oil.
,RGA"!(A$!," ($R*)$*R&
!. BA(!( ,F D&PAR$M&"$A$!,"
A,9*= is a manufacturing concern of moderately large si!e. ?e can see here
functions wise departmentation. It facilitates effective utili!ation of manpower and resources
and it is a simple& economical and reasonable organi!ation pattern.
!!. %&&%( ,F ,RGA"!(A$!,"
'he organi!ation of A,9*= consists of 0 levels& they are
? $,P %&&% consisting of )2*Fs and M.*
? (&),"D %&&% consisting of *irectors of ;inance and ,pecial officers
? $H!RD %&&% consisting of senior managers& deputy managers and officers.
? F,*R$H %&&% consisting of clerks& Assistants and Attendees.
!!!.,RGA"!@A$!," )HAR$ ,F K(/D%
A,9*= is ;unctional type of organi!ation. Gnder this type of organi!ation men
with special abilities in a speciali!ed function are employed. 'he hierarchy is represented as
follows.
,RGA"!(A$!," )HAR$.
&'&)*$!& D!R&)$,R
0MARK&$!"G1
D#. G&" MGR
0M$%( / (trs1
D#. G&" MGR
0F$D1
MGR
0MDAs ,ffice1
MGR
0M!(1
) (
AGM
0R / D1
G&". MA"AG&R
0F!"A")&1
MA"AG!"G D!R&)$,R
G&". MA"AG&R
0R/D9P/M1
AGM
0HRD1
F*")$!,"A% D&PAR$M&"$( ,F K(/D%
+. :uman 7ecourse *epartment. $:7*%.
-. roduction 9 Maintenance *epartment.$ 9 M %
/. Marketing *epartment. $ MA'" %
0. ;inance Aet wt +33.
033gms.
"&5 PR,D*)$( %A*")H&D.
+. ?ave 'urmeric ,oap.
-. ?ave :and ?ash =iquid ,oap.
/. :erbal Care =iquid ,oap.
0. Agarbathies L Mysore ,andal / L in L +.
!"$R,D*)$!," $, $,P!)
Marketing deals with identifying the meeting human and social needs. It as a
comprehensive term and it includes all resources and a set of activities necessary to direct and
facilitate the flow of goods and services from producer to consumer in the process of
distribution.
'he American marketing association offers the following definition@ Hmarketing is the
process of planning and executing the conception pricing& promotion and distribution of
ideas& goods and services to create exchanges that satisfy individual and organi!ational
goods.J
!mportance of marketin+.
Marketing is recogni!ed as the most significant activity in our society& marketing is all
around us. 2ur delivery existence& our entire economic life our life style are continuously
affected by a wide range of marketing activities.
• Marketing is a connecting link between the consumer and the producer marketing
process brings new 9 new items to retail shops from where the consumer can have them.
• Marketing has achieved social importance because it is entrusted with the task of
creation 9 delivery of standard of living of society.
• Marketing facilitates the development of business of creates employment
opportunities for people.
• Marketing studies continuously consumer demand which is varied and dynamic.
• Marketing removes the imbalances of supply by transferring the surplus to deficit
areas& through better transfer facilities.
• Marketing include all activities in the creation of utilities from places time and
possession.
)onsumer Be6a2iour.
Consumer behaviour is defined as all psychological social and physical behaviour of
potential customers as they become aware of evaluate& purchase& consumer and tell other
about products and services each element of this definition is important.
• )uyer behaviour involves both individual $psychological% processes 9 group $social%
process.
• Consumer behavior is reflected from awareness right through post purchases.
• Consumer behavior includes communication purchasing and consumption behavior.
!mportance of consumer 8e6a2iour.
• 'he importance of studying consumer behavior is routed deeply in the modern
concept through studying the consumer behavior business can help consumer solve their
consumption problems by understanding them and trying to analysis the buying process and
factors influencing it.
• 'he #merging buyer movement necessitates market to understanding buyer behavior&
their needs aspirations. #xpectations and problems it will be useful in exploiting marketing
opportunities and meeting challenges of the markets.
• 'he marketing is consumer oriented consumer is the king of the market the marketers
must try to offer the product favored by the customer at the price he is to pay through the
distribution channel convenient to him with the right type of promotion to do this a study of
buyer behavior is necessary.
(cope of consumer 8e6a2iour.
'he study of the consumer behavior is the study of how individuals make decision to
spend their available resources on the consumption related items. It includes the study of
what they buy why they buy it and how after they buy it.
"eed For )onsumer Be6a2iour (tudy.
#ach individual has a different reason and motivating factors in his or her choice of
tubes the consumer may commit his resources on a particular brand of tubes for reasons of
economy. :is decision encompasses various repurchased actual purchase and post purchase.
Factors !nfluencin+ )onsumer Be6a2iour.
'he major factors influencing a consumers buying behavior are(.
+. Cultural factors
-. ,ocial factors
/. ersonal factors
0. sychological factors
+. )ultural FactorsG
Cultural factors have the deepest influence on consumer behavior.
)ultural.
Is the most fundamental determinant of all peopleFs wants and behavior the growing
child acquires all sets of value& perception. references and behavior through his or her
family and other key institution. It includes value of achievement& success& activity efficiency
freedom and progress material comfort.
(u8 culture(
#ach culture consists of smaller sub culture that provides more specific identification
and speciali!ation for their members. ,ub culture includes nationality& religion& races&
geographical area and social group.
(ocial )lass.
,ocial class is relatively homogeneous and society is divided hierarchically. All human
societiesF exhibit social satisfaction& stratification sometimes takes from of a caste system
where the members of difference castes are record for creation roles and cannot change their
caste membership.
-. (ocial FactorG
Reference +roup.
A personFs reference group that which have a direct or indirect influence on the personFs
attitude or behavior there are different types of group they are(.
• Membership group are those group which have direct influence on the group.
• Aspiration group are those group where people like to become a member of that
group.
• *issociate group are those group where people do not like to become the member of
that group.
• ;amily is the most important consumer buying organi!ation in the society and it has
been researched extensively. ;amily constitutes a primary reference group.
Roles and states.
Roles.
A person participates in many groupsF family& clubs and organi!ation and this
participation in each group can be defined in terms of roles.
(tatus.
It is the esteem or respects given by the society to the society to the role of individual
marketers are aware of the status symbol potential of product and brand.
B. Personal Factors.
0>1 A+e.
eople by different goods and services over a life time. Infant consumes baby foods&
young adults may have variety food and old age people consume special diet food in the later
years.
0