A STUDY ON

CONSUMER SATISFACTION OF VALUE ADDED PRODUCTS IN

SALEM STEEL PLANT.

A PROJECT REPORT

Submitted by

P.THILAGAVATHY

(REG NO: 613319631094)

In partial fulfillment of the requirements

For the award of the degree

OF

MASTER OF BUSINESS ADMINISTRATION

FACULTY OF MANAGEMENT STUDIES

VIVEKANANDHA INSTITUTE OF INFORMATION AND

MANAGEMENT STUDIES, TIRUCHENGODE

ANNA UNIVERSITY: CHENNAI 600 025

 APRIL- 2021
BONAFIDE CERTIFICATE

This is to certify that the Project Report entitled “A STUDY ON CONSUMER

SATISFACTION OF VALUE ADDED PRODUCTS IN SALEM STEEL
PLANT ” is being submitted by THILAGAVATHY.P (613318631094) in partial
fulfillment of the requirements for the award of the Degree of Master of Business
Administration of faculty of Management Studies, affiliated to Anna University,
Chennai.

This is the record of bonafide work carried out by the above mentioned
student under our supervision and guidance. The results embodied in this project
have not been submitted to any other University or Institute for the award of any
Degree or Diploma.

------------------------------- ------------------------------
PROJECT GUIDE HEAD OF THE DEPARTMENT

Submitted for the project viva-voice examination held on -------------------------------

--------------------------- ----------------------------
INTERNAL EXAMINER EXTERNAL EXAMINER
 DECLARATION

I THILAGAVATHY.P (Reg No. 613319631094) hereby declare that the Summer

Training Report, entitled, “A STUDY ON CONSUMER SATISFACTION OF
VALUE ADDED PRODUCTS IN SALEM STEEL PLANT ” of Master of
Business Administration is a record of original project work done under the
submitted to Vivekanandha Institute of Information and Management Studies,
Affiliated to Anna University, Chennai , in partial fulfillment of the requirements
for the award of the Degree Supervision and Guidance of Prof. Dr.V.
MOHANASUNDARAM M.B.A, M.Phil., Ph.D. Department of Management
Studies and it has not formed the basis for the award of any Degree Fellowship or
other similar title to any candidate of any university.

Place: Signature of the student

Date:
 ACKNOWLEDGEMENT

I would like to express my sincere and immense gratitude to our

Chairman and Secretary, Prof. Dr.M.KARUNANIDHI, B.Pharm, M.S, Ph.D.
D.Lit., of VIVEKANANDHA EDUCATIONAL INSTITUTIONS for providing
all the needed facilities to complete my work.
I would also like to express my deepest gratitude to Prof. Dr. V.
MOHANASUNDARAM, M.B.A., M.Phil., Ph.D., Director, Vivekanandha
Institute of Information and Management Studies for his continuous encouragement
to complete the project successfully.
I am feeling obliged in taking the opportunity to sincerely thank and
owe my profound gratitude to prof T. KRISHNAKUMAR B.Sc., M.B.A., M.Phil.,
SET.,. Head of the Department, Department of Management Studies for his unlisted
guidance and encouragement to accomplish this report. His timely advice,
meticulous scrutiny, scholarly advice has helped me to a very great extent to
accomplish this task.
I extend my sincere thanks to my eminent guide, prof Dr. V.
MOHANASUNDARAM M.B.A, M. Phil , Ph.D , professor , Department of
management studies, Vivekanandha Institute of Information and Management
Studies for his continuous professional support, encouragement and providing the
facilities to complete my training all the days.
I would like to express my sincere thanks for my parents and friends
for their unbounded support to make this project reality.
THILAGAVATHY.P
 TABLE OF CONTENTS

CHAPTER
PARTICULAR PAGE NO
NO

1
1 INTRODUCTION

COMPANY PROFILE

INDUSTRY PROFILE

STATEMENT OF THE PROBLEM

OBJECTIVES

SCOPE

LIMITATIONS

2 REVIEW OF LITERATURE

3 RESEARCH METHODOLOGY

DATA ANALYSIS AND

4
INTERPRETATION

5 FINDINGS,SUGGESTIONS,CONCLUSION

BIBLIOGRAPHY

QUESTIONNAIRE
 LIST OF TABLES

TABLE NO PARTICULARS PAGE NO

RESPONDENTS ARE STEEL PLANT
4.1
EMPLOYEE OR NOT
RESPONDENTS BASED ON MARTIAL
4.2
STATUS
4.3 NATIVE PLACE OF RESPONDENTS
4.4 RESPONDENTS BASED ON GENDER
4.5 AGE GROUP OF RESPONDENTS
4.6 FAMILY TYPE OF RESPONDENTS
RESPONDENTS BASED ON EMPLOYMENT
4.7
STATUS
4.8 INCOME LEVEL OF RESPONDENTS
4.9 BUYING PLACES OF RESPONDENTS
4.10 DURATION OF BEING CONSUMER
4.11 SATISFACTION LEVEL OF RESPONDENTS
PRICE OF THE PRODUCTS ARE SAME AS
4.12
THE MARKET PRICE
4.13 QUALITY OF VALUE ADDED PRODUCTS
FREQUENCY OF PURCHASING VAP
4.14
PRODUCTS
4.15 RECOMMENDATION OF VAP PRODUCTS
4.16 FACTORS MAKES BUY VAP PRODUCTS
4.17 DISCOUNT FOR VAP PRODUCTS
VAP PRODUCTS ARE BETTER THAN
4.18
OTHER RODUCTS
4.19 MOSTLY BUYING VAP PRODUCTS
 4.20 DRAWBACKS FACED BY CONSUMERS

LIST OF CHARTS

CHART NO PARTICULARS PAGE NO

RESPONDENTS ARE STEEL PLANT
4.1
EMPLOYEE OR NOT
RESPONDENTS BASED ON MARTIAL
4.2
STATUS
4.3 NATIVE PLACE OF RESPONDENTS
4.4 RESPONDENTS BASED ON GENDER
4.5 AGE GROUP OF RESPONDENTS
4.6 FAMILY TYPE OF RESPONDENTS
RESPONDENTS BASED ON EMPLOYMENT
4.7
STATUS
4.8 INCOME LEVEL OF RESPONDENTS
4.9 BUYING PLACES OF RESPONDENTS
4.10 DURATION OF BEING CONSUMER
4.11 SATISFACTION LEVEL OF RESPONDENTS
PRICE OF THE PRODUCTS ARE SAME AS
4.12
THE MARKET PRICE
4.13 QUALITY OF VALUE ADDED PRODUCTS
FREQUENCY OF PURCHASING VAP
4.14
PRODUCTS
4.15 RECOMMENDATION OF VAP PRODUCTS
4.16 FACTORS MAKES BUY VAP PRODUCTS
4.17 DISCOUNT FOR VAP PRODUCTS
VAP PRODUCTS ARE BETTER THAN
4.18
OTHER RODUCTS
4.19 MOSTLY BUYING VAP PRODUCTS
4.20 DRAWBACKS FACED BY CONSUMERS

CHAPTER 1
 INTRODUCTION

1.1 THE STEEL INDUSTRY IN INDIA

1.1.1 Steel
Steel is circular for the development of any modern economy and it is considered to
be the backbone of human civilization. The level of per capita consumption of steel
is treated as an important index of the level of socio-economic development and
living standards of people in any country. t is a product of large and technologically
complex industry having strong forward and backward linkages in terms of material
flows and income generation. Deposits the fact steel products are susceptible to
corrosion and have a relatively high strength to weight ratio, alternative materials
have not been able to make many inroads into its domain.
The steel industry in India symbolizes the general changes of a radical nature, which
have swept across the economic scene of the country during the Current decade.
Latest technologies have been adopted and the outputs have increased. The industry
has moved up in the value chain and exports have risen consequent to a greater
integration with the global economy. The challenges that confront Indian steel
industry in the age of globalization are complex in nature following the right strategy
may help India to perform better in all areas in a competitive world.

1.1.2. Steel Producers

There are mainly two types of steel producers, primary and secondary producers.
These two strategic groups together uses a mix of technologies, with much lesser
degree of backward integration and hold around 705 of the mild steel capacity in the
Indian steel industry. The third groups of tertiary producers were the mini-steel
plants, using electric, arc of induction furnaces and are very small in size.
1.1.3 Top steel producers in world
• ArcelorMittal
• Nippon Steel & Sumitomo Metal Corporation (NSSMC)
• Hebei Iron and Steel Group
• Baosteel
• Wuhan Iron and Steel Group
• Posco
• Jiangsu Shagang
• Tata Steel Group
• HYUNDAI Steel Company
• JFE Steel Corporation

1.1.3 TOP 10 STEEL COMPANIES IN INDIA 2020

 • Tata Steel – 2019 Revenue: $22 Billion

• JSW Steel – 2019 Revenue: $12 Billion

• SAIL – 2019 Revenue: $7.7 Billion

• VISA Steel – 2019 Revenue: $3 Billion

• Rashtriya Ispat Nigam Limited (RINL) – 2019 Revenue: $2.9 Billion

• Essar Steel – 2019 Revenue: $2.5 Billion

• Bhushan Steel – 2019 Revenue: $1.7 Billion

• Jindal Steel & Power – 2019 Revenue: $3 Billion

• Facor Steel – 2019 Revenue: $1.5 Billion

• MESCO Steel – 2019 Revenue: $2 Billion

Other top steel companies in India are Mahindra Ugine Steel, Welspun Corp,
Ahmedabad Steel craft Ltd, Akashna Global Steel Ltd, Anil Special Steel Ltd,
Ashirwad Steels & Industries, Bajaj Steel industries, Bellary Steels & Alloys Ltd,
and Bengal Steel Industries Ltd.

COMPANY PROFILE

1.2 STEEL AUTHORITY OF INDIA LIMITED

Steel Authority of India Ltd (SAIL) is one of India’s largest steelmakers and among
the top Government owned companies conferred with the prestigious ‘Maharatna’
status.

SAIL owns and operates 5 integrated steel plants at Bhilai, Bokaro, Burnpur,
Durgapur and Rourkela, 3 special steel plants at Durgapur, Salem and Bhadravati
and ferro-alloy manufacturing unit at Chandrapur. The Central Marketing
Organization (CMO) of SAIL has one of the largest steel marketing set ups with a
pan-India distribution network of 37 Branch Sales offices, 10 customer contact
offices and 49 warehouses & yards supplemented by an extensive distributor/dealer
network.

SAIL is also the second largest producer of iron ore in India and meets 100% of its
requirement from its captive mines. SAIL offers the widest array of steel products
amongst all Indian manufacturers, including products in mild, special and alloy steel
categories in around 50 products, 500 grades and 5000 dimensions.

SAIL has recently augmented its saleable steel production capacity to around 21
million tonnes per annum. Hon’ble Prime Minister of India, Shri Narendra Modi has
dedicated SAIL’s modernized and expanded units in Rourkela Steel Plant (RSP),
IISCO Steel Plant (ISP) and Bhilai Steel Plant (BSP) to the nation. Post expansion,
SAIL is also adding a number of new products to its basket, which will cater to the
needs of India’s growing infrastructure and manufacturing sector. SAIL’s strategic
growth plan, besides targeting higher production, also addresses the need for cost
competitiveness by eliminating technological obsolescence, adopting state-of-the art
technologies, achieving energy savings, enriching product mix, reducing pollution,
developing mines and collieries, introducing customer-centric processes and
developing matching infrastructure facilities.

SAIL is continually partnering with the Government of India in their major flagship
programmes like Make in India. It has been supplying steel for India’s prestigious
national infrastructure projects and strengthening defense indigenization, India’s
foray into space research, railways, power and all major sectors of economy. SAIL’s
steel, owing to its quality, strength, variety, value and performance finds wide
application across different important segments. SAIL’s products, namely SAIL
TMT and SAIL JYOTI Galvanized products are widely used by the common man
throughout the country.

SAIL is the first to launch the NPB – 750 sections in the country, which are valued
by architects in builders for their strength and cost efficiency.
SAIL places emphasis on environment along with production and profitability in all
its industrial activities. SAIL Plants are bringing in new clean and green technologies
to reduce long term impact on the environment with reduction in pollution and
energy use as well as increase in waste utilization.

With the underlying philosophy and a credo to ‘make a meaningful difference in

people’s lives’, SAIL has been structuring and implementing CSR initiatives right
from its inception. The company is aware of the need for bringing about holistic
development in rural areas and recognizes the pivotal role of enablers like education,
skill development, health, sanitation, income generation and women empowerment
in sustainable development.

The tagline of the company – There’s a little bit of SAIL in everybody’s life –
symbolizes the fact that in the last five decades it has grown from strength to strength
and the SAIL brand has become well entrenched in peoples’ minds. The company’s
business philosophy encompasses a triple bottom line approach covering the
economic, environmental and social dimensions, reflecting SAIL’s commitment to
build natural, human and social capital and contribute its might in adding strength to
India’s development and progress.

SAIL is in the midst of organizational restructuring to bring greater focus on its core
business of making carbon steel. Making employees aware of the market
requirements, ensuring greater involvement of plants in marketing
initiatives,achieving cost leadership through rigorous cost cutting drives and
rationalizing manpower to bring down the total number of employees to competitive
levels are some other facets of the strategy to ensure Sustained profitability and
growth.
SAIL’S ability to continuously grow in different market condition reflects the
inherent strengths of the company to manage its operations under the varying and
fast changing business environment over a long span of time. Its reservoir of human
talent and expertise supported by the latest state-of-art the technology, forms the
strength of its foundation.
In the new millennium, there is a strong focus on SAILS business activities for
customer satisfaction, adopting an approach for increased synergy between
production capability and market needs and ensuring supply of customized products
with shorter lead times. The product mix is being continuously oriented to specific
needs of different market needs of different market segments. SAIL has been
progressively investing in technological up gradation of its plants and facilities for
environmental protection.

MAJOR UNITS

Integrated Steel Plants

➢ Bhilai Steel Plant (BSP) in Chhattisgarh

➢ Durgapur Steel Plant (DSP) in West Bengal

➢ Rourkela Steel Plant (RSP) in Orissa

➢ Bokaro Steel Plant (BSL) in Jharkhand

➢ IISCO Steel Plant (ISP) in West Bengal

Special Steel Plants

➢ Alloy Steels Plants (ASP) in West Bengal

➢ Salem Steel Plant (SSP) in Tamil Nadu

➢ Visvesvaraya Iron and Steel Plant (VISL) in Karnataka.

VISION OF SAIL
To be a respected world Class Corporation and the leader in Indian steel business in
quality, productivity, profitability and customer satisfaction.

CREDO OF SAIL
❖ We build lasting relationships with customers based on trust and mutual
benefit.
❖ We uphold highest ethical standards in conduct of our business.
❖ we create and nurture a culture that supports flexibility, learning and 1s
proactive to change.
❖ We chart a challenging career for employees with opportunities for
advancement and rewards.
❖ We value the opportunity and responsibility to make a meaningful difference
in people's lives.

CORE VALUES

➢ Customer Satisfaction
Customer comes first every time
Customer satisfaction is the first priority of every employee and the purpose of every
job. We do not compromise this value because we believe that this alone can enable
us to achieve the vision of attaining market leadership.
➢ Concern for People
Talent of our people is our greatest asset
We believe that developing competence and commitment of our people for
enhancing their contribution is important for achieving customers satisfaction, and
thereby the prosperity of the company and of the employees.
 ➢ Consistent Profitability
Consistent profitability is essential for growth
We believe that consistent and significant profitability must be the essential outcome
of all our activities. This is necessary for modernization growth and market
leadership.
➢ Commitment to Excellence
SAIL does it better
We are committed to harnessing the full potential of all our resources, through
creativity, continuous improvements and teamwork. We believe that this is
important for making SAIL the best organization so that our customers employees
and shareholders have a sense of pride.

STEEL AUTHORITY OF INDIA LIMITED (SAIL) MARKETING

MIX (4Ps) STRATEGY

Marketing Mix of Steel Authority of India Limited analyses the brand/company

which covers 4Ps (Product, Price, Place, Promotion) and explains the Steel Authority
of India Limited marketing strategy. There are several marketing strategies like
product/service innovation, marketing investment, customer experience etc. which
have helped the brand grow.
Marketing strategy helps companies achieve business goals & objectives, and
marketing mix (4Ps) is the widely used framework to define the strategies. This
article elaborates the product, pricing, advertising & distribution strategies used by
Steel Authority of India Limited.
SAIL PRODUCT STRATEGY
The product strategy and mix in Steel Authority of India Limited marketing strategy
can be explained as follows:
Steel Authority of India, is one of the largest steel manufacturers in the world based
out of India. SAIL delivers customized steel products for industries and commercial
use in its marketing mix. SAIL’s product catalogue includes SEMIS [Blooms,
Billets, Slabs], Structural [Beams, Channels, Angles, Crane Rails], Bars, Rods and
Rebar’s, Wire Rods, Coils and Sheets, Plates, Pipes, electrical steels. SAIL also
manufactures Rails, Wheels, Axles and Wheel Sets, Alloy Steel plants, Pig Iron,
Parallel Flange beams and structurals. It provides customized steel as per demand of
the client. With improved modernization, Steel Authority of India supplies a range
of heavy and medium structural section, including Parallel and Flange Beams, which
meets industrial quality and standards.
The SAIL company produces semi-finished products, including blooms, slabs and
billets, which are converted into finished products in the company's processing plant.
Steel plates are used mainly for the manufacture of bridges, ships, storage tanks,
boilers and railway wagons and boilers. SAIL produces steel bars and rods through
a process of hot rolling billets in the finishing mills.

PRICE OR PRICING STRATEGY

Below is the pricing strategy in Steel Authority of India Limited marketing strategy:
SAIL being a market leader and a government enterprise controls most of the pricing
factors in the industry.
The pricing decisions in its marketing mix are guided by the price offered by bidders
during the auction. Other factors include prices offered during auction sales,
managing director’s approval and quantity of materials required. The average price
offered during auction is taken into consideration based on the decision to fix the
prices of materials and further breakup pricing are adopted. The economies of scale
influence the pricing decision of SAIL as the larger quantity purchased will lead to
lowering of prices.
The standard pricing committee in SAIL reviews the price of various products and
takes decision for increasing the profit. When taking pricing decisions, the following
factors are taken into consideration related to material in the stock, forecast of next
month, market conditions and transport facility.

PLACE OR DISTRIBUTION STRATEGY

Following is the distribution strategy of Steel Authority of India Limited:
SAIL products are available in countries like at Japan, China, Korea, Taiwan,
Vietnam, Singapore, Philippines, Indonesia, Malaysia, Thailand, Australia, Mexico,
Europe (UK, Germany, France, Belgium, Italy, Spain, Netherlands, Portugal),
Sudan, Oman, UAE, and many more, as well as countries such as Myanmar,
Bangladesh, Sri Lanka and Nepal. Steel Authority of India has set up its operational
units in major parts of the country, which includes integrated plants like Rourkela
Steel Plant, Bhilai Steel Plant, Durgapur Steel Plant, Bokaro Steel Plant and IISCO
steel plant. SAIL has three special plants at Salem, Durgapur & Bhadravati, and one
subsidiary in different parts of the country.
It has spread across its sales office, dealers and warehouses for satisfactory
fulfilment of steel requirement in any corner of the country at any time.

PROMOTION OR ADVERTISING STRATEGY

The promotional and advertising strategy in the Steel Authority of India Limited
marketing strategy is as follows:
SAIL has always been visible through promotional and branding activities in its
marketing mix. SAIL has sponsored the training and other expenses of wrestlers
Sushil Kumar and Yogeshwar Dutt for preparation for the 2010 Commonwealth
Games. Another wrestler taking part in the Olympics, Rajiv Tomar, is also being
developed by SAIL for the Commonwealth Games. Through Make in India
campaign, it has created awareness among entrepreneurs to associate with SAIL. It
is working towards empowering small steel consumer in rural areas of the country
by making steel available through its dealer network.
SAIL International Trade Division has established its brand name globally by
supplying Rails, Structurals, Merchant products, Wire Rods, Re-bars and other
products. Its products are covered by certifications such as CE marking, TUV and
'U' mark required by sophisticated end uses in European markets. Steel Authority of
India has undertaken several CSR projects to create awareness among people about
the practices adopted for sustainable development. Few projects include Providing
Borewell with motor and construction of 20KL GLSR and pumping at Laxmipuram
Thanda of Kolagutta, Durgi Mandal, Guntur District, Andhra Pradesh and providing
Skill development training in Smart Phone repairs at Gwalior. Hence this covers the
marketing mix of SAIL (Steel Authority of India Limited).

INDUSTRY PROFILE

1.3 SALEM STEEL PLANT

Salem steel plant located at the hills of Kanjamalai in Salem, South India, is a special
steels unit of steel Authority of India. State-of the art facilities for Hot rolling, cold
rolling and Blanking have been established at Salem Steel through backward
integration over the years, sourcing the equipment and technical know-how, from
the leaders in the respective fields from around the world.
Salem Steel Plant, a special steels unit of Steel Authority of India Ltd, pioneered the
supply of wider width stainless steel sheets / coils in India. The plant can produce
austenitic, ferritic, martensitic & low-nickel stainless steel in the form of coils &
sheets with an installed capacity of 70,000 tonnes / year in Cold Rolling Mill &
3,64,000 tonnes / year in Hot Rolling Mill. Its steel melting shop can produce
1,80,000 tonnes of slabs per annum. In addition, the plant has country's first top-of-
the-line stainless steel blanking facility with a capacity of 3,600 tonnes / year of coin
blanks & utility blanks / circles.
Achievement of Salem Steel Plant:
Besides these products, a conversion scheme was launched for producing value-
added products like dinner sets and doorframes. These products have gained wide
acclaim and popularity among the general public.
Quality is the hallmark of Salem Steel Plant. Strong adherence to quality is followed
in the plant since inception. salem is the first among the SAIL plants to get S0-9002
Certification. The plant has also achieved ISO Certification for its hot- rolling mill
within year of its commissioning.
Salem Steel Plant is equally effective in pollution control and environment
management. The plant is the first among the SAIL units to achieve zero discharge
of effluence and swage. This plant has won the SAIL Parayavaran Award
consecutively for three years.
Salem Steel Plant thus added another features to its cap; it has won the SAIL
Parayavaran Award for the year 1999. It has also won the Jawaharlal Memorial
National Award for pollution and energy conservation methods from the
International Greenland Society. The plant is also the first in the SAIL units to
achieve Zero discharge of effluence and sewage.

FUNCTIONAL DEPARTMENT OF SSP

 ✓ Personnel & Administration
✓ Finance & Accounts
✓ Materials Management
✓ Marketing
✓ Export & Retails
✓ Vigilance
✓ Law
✓ Internal Audit
✓ Public Relations
✓ Communication & Information Technology

PRODUCT MX OF SSP

➢ Cold rolled stainless steel flat product (Coils/Sheets/Blanks)

➢ Hot rolled stainless steel/No 1/ carbon steel flat product (Coils/Sheets)
➢ Value-added products (Kitchenware’s)

SWOT ANALYSIS OF SSP

STRENGTH

❖ Staffing is a big strength for SAIL as being a Government venture it is looked

upon for generating and offering employment.

❖ Customer base is another major strength for SAIL as it offers steel at

subsidized rates and hence caters to higher volume of clients strength for SAIL
 is its Market position which is on a very successful level and thus there is no
hesitation in its clients.

❖ Financial Resources also acts as strength as it can use Government funds for
ventures.

❖ Sales Channels also is strength as it uses all possible channels for promotion
and Sales.

❖ Profitability is another strength as SAIL records astounding profit figures in

spite of providing social benefit and subsidies to its clients.

❖ Abundant resources of iron ore, low cost and efficient labour force.

WEAKNESS

❖ Staff also possess as a weakness in a certain way as SAIL being a Government

venture, targets and workload are not tight and job security leads to staff not
being fully productive.

❖ Weakness is that higher profit margins are possible but not allowed since
being a Government venture.

❖ Competitive Vulnerability is another weakness as competitors include private

players with better quality manpower, strategies and policies.

❖ Another weakness is production of a single vertical(Steel) and no

diversification.

❖ Also, a major Weakness is completely answerable to the Central Govt. and

hence exposed to corruption and mismanagement.
 ❖ High cost of energy, higher duties and taxes, infrastructure quality of coking
coal, Labour laws, dependence on imports for steel manufacturing equipment
and technology.

OPPORTUNITIES

❖ SAIL has certain opportunities as it is affiliated to the Central Govt. of

However India and hence expansion and growth is possible.

❖ SAIL also can adopt globalization with ease using Govt. support.

❖ Also, SAIL being financially sound can undertake merger and acquisition
projects with weaker counterparts.
❖ It can also involve in production of forward integration products and by-
products apart from its core product (Steel) with the help of its healthy brand
image.

❖ Huge infrastructure demand, rapid urbanization, increasing demand for

consumer durable of foreign steel.

THREATS

❖ Threats would include change in Government Policies and Economy trend

which can have a direct impact on the functioning of SAIL.

❖ Also, emerging and existing private sector competitors who can steal market
share.

❖ Also, late implementation of technology and modern machinery as compared

to counterparts can pose a potential threat.
 ❖ Apart from the above major threats, labour turnover can also cause problems
due to existence of higher paying jobs with better benefits in the sector.

VALUE ADDED PRODUCTS.

Value-added products are defined by USDA as having:

➢ A change in the physical state or form of the product.

➢ The production of a product in a manner that enhances its value.

STAINLESS STEEL.

Stainless steel is actually a generic name referring to a family of over two dozen
grades of commonly used alloys. Essentially it is an alloy having a minimum of 10.5
percent chromium.

Depending on the end application, therefore we have typical grades having varied
combinations of alloying constituents.

Just as vibrant as a painter 's palette, the stainless steel family offers a variety of
combinations typically addressing requirements of different applications.

Versatility - the core of stainless steel

Stainless steel steals an edge over all its contemporaries in terms of

➢ absolute corrosion resistance,

➢ virtually fit and forget higher strength-to-weight ratio,
➢ excellent fabricability
 ➢ suitability for clean hygienic environment.

Intensive and innovative product and application development have brought in

interesting finishes making stainless steel a designer's delight.

VAP PRODUCTS IN SSP.

1) 10 PCS DINNER SET-SALAD(MDS:2)

2) 10 PCS DINNER SET-TOPE (MDS-1)
3) 100 ML LIP TUMBLER 5
4) 12 PCS NASTHA SET (NS-1) K
5) 12 PCS NASTHA SET (NS-2) QF
6) 13 PCS ICE CREAM SET
7) 150 ML LIP TUMBLER 5 1/2"
8) 20 PCS DINNER SET-SALAD (DS-4)
9) 20 PCS DINNER SET-TOPE (DS-3)
10) 200 ML LIP TUMBLER 6"
11) 22 PCS DINNER SET (CI)
12) 24 PCS SAAGA SQ DINNER SET
13) 24 PCS SYMPHANY DINNER SET
14) 250 ML LIP TUMBLER 6 1/2
15) 3 PCS COOKWARE SET(FP,SP18 & 24)
16) 3 PCS TOPE SET W/LI9,11,14") 304
17) 36 PCS CCFL DINNER SET 36 PCS
18) 36 ODYSSEY DINNER SET (ELITE)
19) 37 PCS DINNER SET (DS-1)
20) 3 PCS PEPSI POT SET- 304
21) 46 PCS DINNER SET (ODYSSEY-1)
22) 5 PCS STRG CONTAINER SET W/L
23) 51 PCS DINNER SET (DS-2)
24) ANNAKAI. 304
25) CASSEROLE (CS-0) 1000 ML
26) CASSEROLE ICS-00) 900 ML
27) CASSEROLE (CS-1) 2.00 LTRS
28) CASSEROLE (CS-2) 2.50 LTRS
29) CASSEROLE (CS-3) 3.75 LTRS
30) CASSEROLE (CS-5) 8.00 LTRS
31) CASSEROLE (CS-6) 12.00 LTRS
32) CUP &SAUCER (2'S PACK)
33) IDLY POT
34) IDLY POT JUNIOR 4 PLATES
35) KARANDI NO.2 S/R 304
36) KARANDI NO.3 K/P/C. 304
37) KUMCHA (NO.2) 9
38) KUMCHA (NO.3) 10" 304
39) KUMCHA (NO.4) 11" 304
40) KUMCHA (NO.5) 12" 304
41) KUMCHA (NO.6) 11" 304
42) MASAL DUBBA NO.1 (SMALL)
43) MASAL DUBBA NO.2 (MEDIUM)
44) MASAL DUBBA NO.3 (BIG)
45) ODYSSEY WATER TUMBLER
46) PEPSI POT NO.2
47) POORI DUBBA SMALL
48) SAIL FULL PLATE
49) SAIL HALWA PLATE
50) SAIL ICE GLASS
51) SAIL KATORI
52) SAIL QUARTER PLATE
53) SAIL RICE TRAY(Ovel)
54) SAIL RICE SERVER
55) SAIL SERVING (SOUP) SPOON
56) SAIL SERVING BOWL with LID
57) SAIL WATER JUG
58) TRAVELLING SET (TS-1)

MARKETING

Marketing is the moving and exciting activity in everybody activities. 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. It is very often regarded that the development of markets and
marketing is synonymous with the economic development of account. Through
marketing is an action discipline. 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 reappraisal 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 P.P.Drucker "Marketing is so basic that it cannot be considered a
separate function. t 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 espouse 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 or affluence, largely
giving consumers the opportunity to choose among many varied alternatives,
satisfaction has become a major concern of business.

INTRODUTION TO 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 evaluation and disposing in searching for purchasing
using evaluating and disposing of products and services that they exact will satisfy
how individuals make decisions to send 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.
Consumer satisfaction is a term frequently used in marketing. t is a measure of how
products and services supplied by a company meet or surpass consumer expectation.
Consumer satisfaction is defined as "the number of consumers, or percentage of total
consumers, whose reported experience with a firm, its products, or its services
(ratings) exceeds specified satisfaction goals." In a survey of nearly 200 senior
marketing managers, 71 percent responded that they found a consumer satisfaction
metric very useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part of a
Balanced Scorecard. In a competitive marketplace where businesses compete for
consumers, consumer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.
"Within organizations, consumer satisfaction ratings can have powerful effects.
They focus employees on the importance of fulfilling consumers' expectations.
Furthermore, when these ratings dip, they warn of problems that can affect sales and
profitability.... These metrics quantify an important dynamic. When a brand has
loyal consumers, it gains positive word-of-mouth marketing, which 1s both free and
highly effective."
There fore, it is essential for businesses to effectively manage consumer satisfaction.
To be able do this, firms need reliable and representative measures of satisfaction.
In researching satisfaction, firms generally ask consumers whether their product or
service has met or exceeded expectations. Thus, expectations are a key factor behind
satisfaction. When consumers have high expectations and the reality falls short, they
will be disappointed and will likely rate their experience as less than satisfying. For
this reason, a luxury resort, for example, might receive a lower satisfaction rating
than a budget mote-even though its facilities and service would be deemed superior
in 'absolute' terms."
The importance of consumer satisfaction diminishes when a firm has increased
bargaining power. For example, cell phone plan providers, such as AT&T and
Verizon, participate in an industry that is an oligopoly, where only a few suppliers
of a certain product or service exist. As such, many cell phone plan contracts have a
lot of fine print with provisions that they would never get away if there were, say,
100 cell phone plan providers, because consumer satisfaction would be far too low,
and consumers would easily have the option of leaving for a better contract offer.
Consumer satisfaction is a marketing tem that measures how products or services
supplied by a company meet or surpass a consumer's expectation. Consumer
satisfaction is important because it provides marketers and business Owners with a
metric that they can use to manage and improve their businesses.

Here are the top six reasons why consumer satisfaction is so

important:
 • It's a leading indicator of consumer repurchase intentions and loyalty
• It's a point of differentiation
• It reduces consumer churn
• It increases consumer lifetime value
• It reduces negative word of mouth
• It's cheaper to retain consumers than acquire new ones.

DEFINITIONS
Consumer Behavior (or Buyer Behavior) is broadly defined by various scholars &
researchers as:
1. It's the behavior displayed by the consumers during the acquisition, consumption
and disposition of products, services, time and ideas by decision making units.
2. 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.
3. 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.
4. 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.
5. The activities directly involved in obtaining, consuming, and disposing of
products and services, including the decision processes that precede and follow these
actions.
6. 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, have different needs and we have only buy those products and services,
which we think, will satisfy our needs.

A MODEL OF CONSUMER BEHAVIOUR:

DETAILED MODEL OF FACTOR INFLUENCING CONSUMER

BEHAVIOR
Factors Influencing Consumer Behavior
The marketers try to understand the actions of the consumers in the marketplace and
the underlying motives for such actions. These motives are the factors that influence
the consumer behavior. These are:

Cultural Factors: It is believed that an individual learns the set of values,

perceptions, behaviors, and preferences at a very early stage of his childhood from
the people especially, the family and the other key institutions which were around
during his developmental stage. Thus, the behavioral patterns are developed from
the culture where he or she is brought up. Several cultural factors are:

• Culture
• Subculture
• Social Class

Social Factors: The human beings live in a complex social environment where in
they are surrounded by several people who have different buying behaviors. Since
the man is a social animal who likes to be acceptable by all tries to imitate the
behaviors that are socially acceptable. Hence, the social factors influence the buying
behavior of an individual to a great extent. Some of the social factors are:

• Family
 • Reference Groups
• Roles and status

Personal Factors: There are several factors personal to the individuals that
influence their buying decisions. Some of them are:

• Age
• Income
• Occupation
• Lifestyle

Psychological Factors: The human psychology plays a crucial role in designing the
consumer’s preferences and likes or dislikes for a particular product and services.
Some of the important psychological factors are:

• Motivation
• Perception
• Learning
• Attitudes and Beliefs

MOSTLY BUYING CUSTOMERS.

➢ VP Ramnath &co. (Omalur)

➢ Stainless linkk ( 4 roads)
➢ Kiosk ( Mohan nagar )
➢ Allied business corporation (Udaipur)
➢ NS retail. ( Kerala)
PROBLEMS FACED BY ORGANIZATION

If any problem faced by consumer they first send mail to the marketing department.
Then the marketing employees are analyze in which department made mistakes. For
example problems are made by transportation or production or by customers. When
company find out the mistake then it give solution to the problem. When problems
are made by company, it was send alternative products instead of deficiency
products. If problems made by consumer he/she responsible for that.

STATEMENT OF THE PROBLEM

The objective of every company would be ensuring consumer satisfaction for the
consumer satisfaction would create loyal consumers. Measuring consumer
satisfaction is always a challenge, as consumer either would not disclose or
sometimes do not assess their satisfaction level clearly. Many times the consumer
can not specify the reasons for his satisfaction.
Many brands of products are available in the market. But consumers prefer for a
particular branded of products to purchase them. The study also helps to know
various marketing variables such as price and product features of Value Added
product and also find buying behavior of consumers. This study also find out the
consumer satisfaction level of Value Added Products.
The findings of this study will be important to understand the consumer attitude,
opinion and their beliefs towards the product.

1.4 OBJECTIVES OF THIS STUDY

➢ To find out consumer satisfaction of value added products in SSP.

➢ To know about various problems faced by organization and find out how the
company tackle that situation.
➢ To find out the attitude and preference towards Salem steels by various
customers.
➢ To find out marketing activity of SSP at salem.
➢ To find out present market environment for value added products at salem.

1.5 SCOPE OF THIS STUDY

➢ This study aims to measure consumer satisfaction level about Value Added
Products.
➢ The research also find out various products are expected by consumer.
➢ This study was conducted through the google forms for getting response from
various consumers.

1.6 LIMITATIONS

➢ The time duration of this survey was six weeks only.

➢ The data was collected through google forms for getting response from
consumers.
➢ The sample size of the study was 150 respondents only.
CHAPTER 2
 REVIEW OF LITERATURE

(Hanif, Hafez & Riaz, 2010) Customer satisfaction is an evaluation of difference

between prior expectations about product and its actual performance. Customer
satisfaction is how customer’s react towards the state of satisfaction, and how
customers judge the satisfaction level.
(Khayyat & Heshmati,2012) Customer satisfaction is the reaction of customer
toward state of the fulfillment and judgment of customer about that fulfilled state.
(bae,2012) Customer satisfaction is the expectation before consuming a product
regarding quality or it is a pre-consumption judgment or expectation.
Yuan Hu, Ching- Chan& Cheng, Hong.2010 No one is important than customers
and their satisfaction is the ultimate objective through improvement in services in
terms of competitiveness and it saves future revenue plus it becomes the cause of
cost reduction in future.
O' sullivan, Mccalling,2010 There is a significant effect of customer satisfaction on
the performance of business and through Customer satisfaction returns of
shareholders can be increased and value of any business can be maximized.
Fatima&Razzaque, 2013 Customer satisfaction have antecedent, mediated and
moderated effect on personal connections and enjoyable interactions.
Turel&Serenko,2013 The exceptional dissemination of portable administrations
has beaten the masters' desires. Telecommunication has turned into heading
segment, giving commoditized administrations. Accordingly, the infiltration of
cellular telephones 1s very nearly twice as high as that of personal computers.
Devi,Ramzan&Shander,2012 As interest obliges that more proviS1ons be re-
Wrote for versatile arrangements, organizations may think that it is important to
upgrade information offering and substance conveyance systems to backing the
portable stage.
Tajzadeh Namin A. A. ; Rahmani Vahid ; Tajzadeh Namin Aidin (2012)
analyzed that the process of deciding over (choosing) a brand may be influenced by
situation and content. The findings suggest a significant relationship between the
variables “brand attitude”, “corporate attitude”, and “product (cell phone) choice”.
In addition, no significant relationship was found between individual decision
making processes (independent or mediated) and product choice.
Oyeniyi, Omotayo Joseph - Abioudun, Abolaji Joachim (2010) emphasis on
customer loyalty and customer switching cost. Switching cost is one of the most
discussed contemporary issues in marketing in attempt to explain consumer
behavior. The present research studied switching cost and its relationships with
customer retention, loyalty and satisfaction in the Nigerian telecommunication
market. The study finds that customer satisfaction positively affects customer
retention and that switching cost affects significantly the level of customer retention.
Rodolfo Martínez Gras ; Eva Espinar Ruiz (2012) highlight a new dimension in
information and technology with respect to teenagers in Spain. The main objective
of this article is to analyze the relationship between Information and Communication
Technologies and Spanish adolescents. Specifically, researchers have studied,
through qualitative methodology, the characteristics of teenagers’ access and uses of
technological devices. and analyzed the purposes that motivate the utilization of
Information and Communication Technologies, highlighting a close relationship
between technologies and peer communication and entertainment. On the contrary,
there is an under utilization of all these devices for teaching and learning purposes.
Wafa' N. Muhanna ; Awatif M. Abu-Al-Sha'r (2009) aims at investigating
Jordanian university undergraduate and graduate students' attitudes towards the
learning environment where cell phones are used as learning tools in classroom. The
study comprised two independent variables, level and gender, as covariates. The
findings indicate that undergraduates are more favorable to cell phone environment
than graduate students. The study also reveals that cell phone has more influence on
male students than on female students.
Hande Kimiloglu, V. Aslihan Nasir, Süphan Nasir, (2010), aims to discover
consumer segments with different behavioral profiles in the mobile phone market.
Pragmatic consumers are found to give high importance to the functional, physical
and convenience-based attributes of the product. The abstemious group also gives
importance to functionality along with design. While value-conscious consumers
focus strongly on price, the charismatic segment represents the want-it-all group
valuing many attributes such as technological superiority, practicality, durability,
functionality, and design. The study also includes findings and discussions about the
differences these clusters display in terms of their involvement and loyalty styles.
Lynda Andrews, Judy Drennan, Rebekah Russell-Bennett, (2012) examine the
nature of consumers' perceptions of the value they derive from the everyday
experiential consumption of mobile phones and how mobile marketing (m-
marketing) can potentially enhance these value perceptions. The findings highlight
ways to tailor m-marketing strategies to complement consumers' perceptions of the
value offered through their mobile phones.
Asta Salmi, Elmira Sharafutdinova, (2008) signifies that the general features (high
power distance, femininity, high uncertainty avoidance) characterizing Russian
culture affect preferred mobile phone design. Long-term values are seen, for
example, in family orientation, which affects the use of mobile phones. Changing
cultural and socio economic features are seen in the strict division of consumers into
distinct segments. Current aspects of society, such as high level of street crime, are
apparent in the desired features of products. The emerging Russian markets seem to
consist of very different consumer groups and simultaneously represent both old and
new cultural features and norms. Design has become a central tool for affecting
product marketing, and an influential community of designers and a design industry
are emerging.
 Jaakko Sinisalo, Jari Salo, Heikki Karjaluoto, Matti Leppäniemi, (2007) states
that the purpose of this study is twofold. First, in order to guarantee a coherent
discussion about mobile customer relationship management (mCRM), this paper
presents a conceptualization of mCRM delineating its unique characteristics.
Second, the authors develop the empirically grounded framework of the underlying
issues in the initiation of mCRM. Researchers have identifies issues that can be
divided into three categories (exogenous, endogenous and mCRM-specific) the
company has to take into account when moving towards mCRM.
Pratompong Srinuan, Mohammad Tsani Annafari, Erik Bohlin, (2011), states
that subscriber characteristics, including age, government officer, self-employed,
internet use, central region, and southern region, are significant in explaining the
switching behavior of Thai mobile subscribers. This study also shows that the largest
mobile operators will gain more switching subscribers than smaller operators. The
study shows that the expected impact of implementing MNP without national mobile
roaming regulations would be worse for smaller mobile operators. The smaller
operators need to compete on both price and quality improvement. In the short run,
it would not be possible for the smaller operators to compete with the larger
operators due to the inequality in the quality of network coverage.
Ajax Persaud, Irfan Azhar, (2012) concludes that consumers' shopping style,
brand trust, and value are key motivations for engaging in mobile marketing through
their smartphones. Further research should focus on specific tactics marketers use to
engage customers beyond marketing messages, that is, how they engage customers
in dialogue to build relationships, encourage purchases and build loyalty. This could
reveal how customers really want to engage in mobile marketing.
Faced with this question and technological development of the last decades, an
alternative to better understand consumer behavior has gained strength against the
traditional existing in the marketing field; neuromarketing. Stanton et al. (2016)
consider neuromarketing as the use of neuroscience and physiological research
techniques to gain new insights into consumers’ behaviour, preferences, decision
making, and other aspects of human cognition and behaviour related to marketing.
The combination of the neuro and marketing terms implies the convergence of two
fields of study, neuroscience and marketing. Plassmann et al. (2012) indicate that
neuromarketing can be distinguished from consumer neuroscience by restricting the
former to industry applications and the latter to academic research. Consumer
neuroscience is thus a more rigorous version of neuromarketing, delivering findings
that are embedded in theory (Agarwal and Dutta, 2015).
One can make a parallel in which neuromarketing is to marketing as
neuropsychological is to psychology. While neuropsychology studies the
relationship between the brain and the cognitive and physiological functions of the
human being, neuromarketing promotes the value of inquiring about consumer
behaviour from a physiological perspective (Morin, 2011).
The use of brain monitoring techniques, which is fundamental to medicine and
biology, also contributes significantly to non-medical areas, such as marketing. The
use of some of these methods has been focused on analyzing and understanding
consumer behaviour at the brain level (Oliveira et al., 2014), as well as allowed the
development of innovative models and techniques in order to understand
experiences of the human unconscious (Cruz et al., 2016).
This field becomes increasingly interesting to both researchers and the market, as it
provides more reliable information than that obtained through traditional marketing
methods such as consumer behaviour and the rationalization of decision making
(Vlăsceanu, 2014a, 2014b). However, Stanton et al. (2016) indicate that, with the
growth of the field, criticisms and fears of neuromarketing purported power have
grown, including both immediate effects on individual consumers and long-term
effects on society as a whole, including positive rights to privacy, autonomy, and
dignity as well as negative rights not to be deceived, subjected to experiments
without consent, or used as a means only.
According to Dinu et al. (2010), new consumer behaviour study techniques should
contribute to decision making through the use of information to facilitate this process
in order to identify the real reasons for the purchase that should cause a major
upheaval in the companies, making these further focus their research on consumer
behaviour. It means that the development of the collaboration between neuroscience
and marketing researchers can help advance knowledge in several key areas, not
only related to consumer decisions, but also on how we interact, relate, and behave
in the present context of markets and organizations, being fundamental to the success
of any market initiative.
Dave (2011) pointed out that retail stores in Indian settings and found that all of the
in-store measures taken by the retailer affects the impulse stimuli of the customers
and therefore contributes towards conversion, but overall the promotional mix can
act as base for differentiating a store from others and attracting customers to it.
Yu and Bastin (2010) studied the effect of in-store Point of Purchase (POP) posters
in supermarkets and found them to induce impulse Purchase behaviors and cost-
effective. In-store stimuli are promotional techniques employed to increase impulse
buying of products. Some examples of these techniques include in-store settings, on-
shelf positions, price-off promotions, sampling, POP displays, coupons, and in-store
demonstration. With the growth of technology such as self service, innovative
display of product in airports has accustomed shoppers to do more impulse buying
(Michael et al., 2010).
 CHAPTER 3

RESEARCH METHODOLOGY
Research methodology is the specific procedures or techniques used to identify,
select, process, and analyze information about a topic. In a research paper, the
methodology section allows the reader to critically evaluate a study’s overall
validity and reliability. It simply refers to the practical “how” of any given piece
of research. More specifically, it’s about how are searcher systematically designs
a study to ensure valid and reliable results that address the research aims and
objectives.
MEANING OF RESEARCH
According to D. Slessinger and M. Stephenson in the Encyclopedia of social
sciences define research as "the manipulation of things, concepts or symbols for
the purpose of generalizing to extend, correct or verify knowledge, whether that
knowledge aids in construction of theory or in the practice of an art.

RESEARCH DESIGN
The research design refers to the overall strategy that you choose to integrate the
different components of the study in a coherent and logical way, thereby,
ensuring you will effectively address the research problem; it constitutes the
blueprint for the collection, measurement, and analysis of data. It is the
framework of research methods and techniques chosen by a researcher.

RESEARCH METHODS
Research methods are the strategies, processes or techniques utilized in the
collection of data or evidence for analysis in order to uncover new information
or create better understanding of a topic. There are different types of research
methods which use different tools for data collection.

TYPES OF RESEARCH
1.Exploratory Research,
2.Descriptive Research.

Exploratory Research:
Exploratory research studies are also termed as formulate research studies. The
main purpose of such studies in that of formulating a problem for more precise
investigation or of developing the working hypothesis forms an operational point
of view.
Descriptive Research:
Descriptive research can be defined as the research that tries to explain the
characteristic features of the population under study. This research is based on
the concept of 'reflective thinking' that discusses about the objectives and
assumptions regarding a research study. Descriptive research is concerned with
answering the questions like who, what, when, where, and how regarding a
phenomenon or situation. It can be carried-out on all those areas which are
quantitative in nature. The descriptions in this research are used to calculate the
frequencies, averages, central tendencies, etc. Sometimes, it is better to conduct
a survey before carrying out the descriptive research.

Data Collection
The data is collected through primary and secondary research. and The scope of
research is restricted to Salem region and the research approach descriptive
method.
1) Primary data
Meaning: Primary sources of data are the data which needs the personal efforts
of collect it and which are not readily available. Primary source of data are the
other type of source through which the data was collected.
The data is collected through primary research by doing field Survey in Salem
region.
2) Secondary data
Secondary sources are the other important sources through which the data was
collected. secondary research through text books, websites, previous studies etc.
Secondary data helps in various activities in a research study, such as, generating
new ideas, analyzing the needs previously addressed, understanding the tools
and techniques used for similar cases, save the time, etc.

SAMPLE DESIGN
Sample is a smaller representation of a larger whole. In a Research Methodology,
sample may be the individual who is selected for research purpose.

SAMPLE SIZE
Sampling is a process in which the fixed numbers of observations are taken randomly
from a larger population. Sample size for a research refers to the total number of
elements of the population to be included in the sample for conducting the research
study. The accuracy of research depends on the size of the sample.
The sample size of this study was 105.

GEOGRAPHICAL AREA OF THE STUDY

Geographical scope of the study was limited to a small area, which may not represent
the whole sector of India. Size of the sample is 105, which is, of course small in
comparison to entire population.

PERIOD OF THE STUDY

The study took nearly 6 weeks to complete. The study is useful for the better
understanding of consumer perception about Value Added Products.

FIELD WORK AND DATA COLLECTION

In this project, I have done qualitative research for gaining insights into perception of
Value Added products in the minds of consumer, their attitude towards the brand and
also to find out salem steel plant intentions are matching with the consumer's perception
about the products.
Qualitative data was collected to know more about consumer behavior, intentions,
feelings and thoughts that cannot be directly observed and measured.

STATISTICAL TOOLS USED HYPOTHESIS

The test of hypothesis begins with an assumption about the population from which the
sample is drawn. According to Prof. Morris Ham bury, "A hypothesis is simply a
quantitative statement about a population”. Hypothesis testing deals with a procedure,
which accepts or rejects the hypothesis.
Hypotheses are of two types:
1. Null Hypothesis
2. Alternate Hypothesis
Null Hypothesis
The null hypothesis is a very useful tool in testing the significance of difference. It
states that there is no real difference in the sample value and population value in the
particular value under consideration. This means that the observed difference is due to
the random fluctuations. The null hypothesis is denoted by Ho.
Alternate Hypothesis As against the null hypothesis the alternative hypothesis specify
those values that the researcher believes to hold true, and he hopes that the sample data
lead to acceptance of this hypothesis as true.

For example.
Ho: Respondents are satisfied with products.
Ha: Respondents are not satisfied with quality.

DATA COLLECTION TOOLS

➢ Simple Percentage Method
➢ Chi square analysis

1. Percentage analysis
This method is used to compare two or more series of data, to describe the relationship
or the distribution of two or more series of data. Percentage analysis test is done to find
out the percentage of the response of the response of the respondent. In this tool various
percentage are identified in the analysis and they are presented by the way of Bar
Diagrams in order to have better understanding of the analysis.
Number of respondents
Percentage of respondents = ______________________ X 100
Total respondents

2. Chi-square
Chi-square was done to find out one way analysis between socio demographic variable
and various dimensions of the programme.
(O – E)2
= ______
E
O – Observed value
E – Expected value
 CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

TABLE NO 4.1
 TABLE SHOWS THE RESPONDENTS ARE STEEL PLANT EMPLOYEE
OR NOT.

INTERPRETATION

The above table shows that the respondents are steel plant employee or
NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS

1 Yes 54 51.4%

2 No 51 48.6%

TOTAL 105 100%

not. 51.4% respondents are steel plant employee and 48.6% respondents
are outside workers.

CHART NO 4.1

CHART SHOWS THE RESPONDENTS ARE STEEL PLANT EMPLOYEE

OR NOT.
 YES
48.60%
51.40% NO

TABLE NO 4.2

RESPONDENTS BASED ON MARTIAL STATUS

INTERPRETATION

NO OF
S.NO MARTIAL STATUS PERCENTAGE
RESPONDENTS

1 Married 86 81.9%

2 Unmarried 19 18.1%

TOTAL 105 100%

The above table represents 81.9% respondents are married and 18.1% respondents
are unmarried.

CHART NO 4.2

RESPONDENTS BASED ON MARTIAL STATUS

18.10%

MARRIED
UNMARRIED

81.90%

TABLE NO 4.3

NATIVE PLACE OF RESPONDENTS

INTERPRETATION

NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS

1 Salem 97 92.4%

2 Other District 8 7.6%

TOTAL 105 100%

The above table shows that 92.4% of respondents native place was salem district
and 7.6% of respondents are other District.

CHART NO 4.3

NATIVE PLACE OF RESPONDENTS

120%

100%

80%

Native place
60%

40%

20%

0%
SALEM OTHER STATES

TABLE NO 4.4

RESPONDENTS BASED ON GENDER

 NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS

1 Male 55 52.4%

2 Female 50 47.6%

TOTAL 105 100%

INTERPRETATION

The above table shows that 52.4% respondents are male and 47.6% respondents
are female.

CHART NO 4.4
 RESPONDENTS BASED ON GENDER

60%

55%

50%

45%

40%

35%
Gender
30%

25%

20%

15%

10%
MALE FEMALE

TABLE NO 4.5
 AGE GROUP OF RESPONDENTS

NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS

1 20-30 Years 28 26.7%

2 30-40 Years 18 17.1%
3 40-50 Years 38 36.2%
4 Above 50 21 20%
TOTAL 105 100%

INTERPRETATION

The above table shows that 26.7% of respondents age are 20-30 years.17.1% of
respondents are between 30-40 years.36.2% of respondents are between 40-50
years and 20% respondents age was above 50.

CHART NO 4.5

AGE GROUP OF RESPONDENTS

 TABLE NO 4.6

FAMILY TYPE OF RESPONDENTS

 NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS

1 Joint family 37 35.2%

2 Nuclear family 68 64.8%

TOTAL 105 100%

INTERPRETATION

Table shows that 35.2% of respondents are joint family and 64.8% of respondents
are Nuclear family.

CHART NO 4.6

FAMILY TYPE OF RESPONDENTS

 Family

Nuclear
family

Family

Joint family

0% 10% 20% 30% 40% 50% 60% 70%

TABLE NO 4.7

RESPONDENTS BASED ON EMPLOYMENT STATUS

 NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS

1 Government job 41 39%

2 Private job 38 36.2%

3 Entrepreneur 2 1.9%

4 Agriculture 3 2.9%

5 Other 21 20%

TOTAL 105 100%

INTERPRETATION

The table shows that 39% of respondents are in government job.36.2% of

respondents are in private job.1.9% of respondents are entrepreneurs.2.9% of
respondents are in agriculture. And 20% of respondents are in other works.

CHART NO 4.7

RESPONDENTS BASED ON EMPLOYMENT STATUS

 Other 20%

Agriculture 2.90%

Entrepreneur 1.90%

Private job 36.20%

Government job 39%

0% 10% 20% 30% 40% 50%

Occupation

TABLE NO 4.8

INCOME LEVEL OF RESPONDENTS

 NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS

1 Up to Rs.5000 8 7.6%

2 5000 – 10000 14 13.3%

3 10000 - 20000 34 32.4%

4 Above 20000 49 46.7%

TOTAL 105 100%

INTERPRETATION

The above table shows that 7.6% of respondents salary was up to Rs.5000. 13.3%
of respondents salary was between 5000-10000. 32.4% of respondents salary was
between 10000-20000. 46.7% of respondents salary was above 20000.

CHART NO 4.8

INCOME LEVEL OF RESPONDENTS

50%

40%

30%

Income level

20%

10%

0%
Up to Rs.5000 5000 - 10000 10000 - 20000 Above 20000

TABLE NO 4.9

BUYING PLACES OF RESPONDENTS

 NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS
1 Mohan Nagar 55 52.3%
2 Karuppur 1 0.9%
3 Salem 49 46.6%
TOTAL 105 100%

INTERPRETATION

The above table shows that 52.3% of respondents are buying VAP products in
Mohan Nagar. 0.9% of respondents are buying VAP products in Karuppur.46.6%
of respondents are buying VAP products in Salem.

CHART NO 4.9
 BUYING PLACES OF RESPONDENTS

60%

50%

40%

30% Native place

20%

10%

0%
Mohan Nagar Karuppur Salem

TABLE NO 4.10
 TABLE FOR DURATION OF BEING CONSUMER

NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS

1 New 19 18.1%

2 Less than six months 13 12.4%

3 1 - 2 years 38 36.2%

4 2 - 3 years 3 2.9%

5 Above 3 years 32 30.5%

TOTAL 105 100%

INTERPRETATION

The above table shows that 18.1% of respondents are new consumes.12.4% of
respondents are in less than 6 months. 36.2% of respondents are buying products
since 1 to 2 years. 2.9% of respondents are being consumer in 2 to 3 years. And
30.5% of respondents are being consumer of ssp in above 3 years.
 CHART NO 4.10

DURATION OF BEING CONSUMER

Duration

18%

31%

New
Less than 6 months
12% 1 - 2 years
2 - 3 years
Above 3 years
3%

36%
 TABLE NO 4.11

SATISFACTION LEVEL OF RESPONDENTS

NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS

1 Not at all satisfied 1 0.9%

2 Somewhat satisfied 7 6.66%

3 Very satisfied 90 85.7%

4 Delighted 7 6.66%

TOTAL 105 100%

INTERPRETATION

The above table shows that 0.9% of respondents are not at all satisfied with VAP
products. 6.66% of respondents are somewhat satisfied with VAP products.85.7%
of respondents are Very satisfied with VAP products.6.66% of respondents are
delighted with VAP products.
 CHART NO 4.11

SATISFACTION LEVEL OF RESPONDENTS

100%

90%

80%

70%

60%

50%
Satisfaction Levels

40%

30%

20%

10%

0%
Not at all Somewhat Very satisfied Delighted
satisfied satisfied
 TABLE NO 4.12

TABLE FOR PRICE OF THE PRODUCTS ARE SAME AS THE MARKET

PRICE

NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS
1 Agree 78 74.2%

2 Strongly Agree 17 16.2%

3 Disagree 9 8.6%

4 strongly disagree 1 0.95%

TOTAL 105 100%

INTERPRETATION

The above table shows that 74.2% of respondents are agree with the price of the
products was same as the market price. 16.2% of respondents are strongly agree
with the price of the products was same as the market price. 8.6% of respondents
are disagree with the above statement. 0.95% of respondents are strongly disagree
with above statement.
 CHART NO 4.12

CHART FOR PRICE OF THE PRODUCTS ARE SAME AS THE MARKET

PRICE
 80%
70%
60%
50%
40%
30%
20%
10%
Price
0%
Agree
Strongly
Disagree
Agree Strongly
disagree

TABLE NO 4.13

QUALITY OF VALUE ADDED PRODUCTS

NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS

1 Very good 43 41%

2 Good 59 56.2%
3 Moderate 2 1.9%
 4 Neutral 1 1%
TOTAL 105 100%

INTERPRETATION

The above table shows that 41% of respondents said quality of value added
products was very good. 56.2% of respondents are said quality of value added
products was good. 1.9% of respondents said quality of value added products was
Moderate. 1% of respondent said quality of value added products was Neutral.

CHART NO 4.13

QUALITY OF VALUE ADDED PRODUCTS

 Quality
Very good Good Moderate Neutral

1%
2%

41%

56%

TABLE NO 4.14

TABLE FOR FREQUENCY OF PURCHASING VAP PRODUCTS

 NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS

1 6 months 42 40%

2 1 year 40 38%

3 2 year 8 7.6%

4 Above 2 years 15 14.3%

TOTAL 105 100%

INTERPRETATION

The above table shows that frequency of purchasing value added products. 40% of
respondents said frequency of purchasing value added products was 6 months.
38% of respondents said frequency of purchasing value added products 1 year.
7.6% of respondents frequency of buying was 2 year. 14.3% of respondents
frequency of buying was above 2 year.

CHART NO 4.14
CHART FOR FREQUENCY OF PURCHASING VAP PRODUCTS

40%

30%

20%
Purchasing frequency
10%

0%
6 months 1 year
2 year
Above 2
years

TABLE NO 4.15
 TABLE FOR RECOMMENDATION OF VAP PRODUCTS

NO OF
S.NO RECOMMENDATION PERCENTAGE
RESPONDENTS

1 1-3 likely 6 5.71%

2 3-5 very likely 99 94.2%

TOTAL 105 100%

INTERPRETATION

The above table shows that 5.71% of respondents are likely to recommend value
added products to others. 94.2% of respondents are very likely to recommend
value added products to others.
 CHART NO 4.15

CHART FOR RECOMMENDATION OF VAP PRODUCTS

 TABLE NO 4.16

TABLE SHOWS FACTORS MAKES BUY VAP PRODUCTS

NO OF
S.NO PARTICULARS PERCENTAGE
RESPONDENTS
1 Quality 44 41.9%
2 Satisfaction 9 8.6%
3 Availability 4 3.8%
4 All the above 48 45.7%
TOTAL 105 100%

INTERPRETATION

The above table shows that 41.9% of respondents are buying value added products
for quality of VAP. 8.6% of respondents said they buy value added products for
satisfaction. 3.8% of respondents are buying VAP for availability. 45.7% of
respondents said buy VAP for all the above.
 CHART NO 4.16

CHART SHOWS FACTORS MAKES BUY VAP PRODUCTS

Quality
Satisfaction
Availabilty
All the above
 TABLE NO 4.17

TABLE SHOWS THAT DISCOUNT FOR VAP PRODUCTS

S NO PARTICULARS NO OF PERCENTAGE
RESPONDENTS
1 Yes 88 83.8%
2 No 17 16.2%
TOTAL 105 100%

INTERPRETATION

The above table shows that 83.8% of respondents are said SSP gives discount for
value added products. 16.2% of respondents are said SSP not giving discount for
value added products.
 CHART NO 4.17

CHART SHOWS THAT DISCOUNT FOR VAP PRODUCTS

Discount

No

Yes
 TABLE NO 4.18

TABLE SHOWS THAT VAP PRODUCTS ARE BETTER THAN OTHER

PRODUCTS

S.NO PARTICULARS NO OF PERCENTAGE

RESPONDENTS
1 Better 48 45.7%
2 Good 49 46.7%
3 Moderate 6 5.7%
4 Same 2 1.9%
TOTAL 105 100%

INTERPRETATION

The above table shows that 45.7% of respondents said value added products are
better than other products. 46.7% of respondents said value added products are
good than other products. 5.7% of respondents said moderate. And 1.9% of
respondents said same.
 CHART NO 4.18

CHART SHOWS THAT VAP PRODUCTS ARE BETTER THAN OTHER

PRODUCTS

Same

Moderate

Good

Better

0% 10% 20% 30% 40% 50%

 TABLE NO 4.19

TABLE SHOWS THAT MOSTLY BUYING VAP PRODUCTS

S NO PARTICULARS NO OF PERCENTAGE
RESPONDENTS
1 Dinner set ( 37 pieces ) 64 61%
2 Cup & saucer 18 17.1%
3 Plates ( Kumcha ) 17 16.2%
4 Tumbler 2 1.9%
5 Other 4 3.8%
TOTAL 105 100%

INTERPRETATION

The above table represents 61% of respondents buying Dinner set ( 37 pieces ).
17.1% of respondents said Cup & Saucer. 16.2% of respondents said they mostly
buy Plates ( Kumcha ). And 1.9% of respondents said they mostly buy Tumbler.
And 3.8% of respondents said they buy other products from ssp.
 CHART NO 4.19

CHART SHOWS THAT MOSTLY BUYING VAP PRODUCTS

Dinner set
Cup & Saucer
Plates (kumcha)
Tumbler
Other
 TABLE NO 4.20

TABLE SHOWS THAT DRAWBACKS FACED BY CONSUMERS

S NO PARTICULARS NO OF PERCENTAGE
RESPONDENTS
1 Yes 7 6.7%
2 No 98 93.3%
TOTAL 105 100%

INTERPRETATION

The above table shows that only 6.7% of respondents said they faced problems
with Value Added Products. And 93.3% of respondents said they doesn’t face any
problems with value added products.
 CHART NO 4.20

CHART SHOWS THAT DRAWBACKS FACED BY CONSUMERS

Drawbacks

7%

Yes
No

93%
 TESTING OF HYPOTHESIS

The relationship between occupation and mostly buying of value added products.

Occupation
Government Private Entrepreneu
/Mostly Agriculture Other Total
job job r
buying
Dinner set (
31 15 1 3 14 64
37 pieces )
Cup &
4 9 1 - 4 18
saucer
Plates
4 11 - - 2 17
(Kumcha )
Tumbler - 1 - - 1 2
Other 2 2 - - - 4
Total 41 38 2 3 21 105

NULL HYPOTHESIS

Ho: There is no significance relationship between occupation and mostly buying of

value added products.

ALTERNATIVE HYPOTHESIS
H1: There is significance relationship between occupation and mostly buying of
value added products.
 Observed Expected
( O-E ) ( O-E )2 ( O-E )2/E
Frequency (O) Frequency (E)
31 24.9 6.1 37.21 1.49
15 23.16 -8.16 66.58 2.87
1 1.21 -0.21 0.044 0.044
3 1.82 1.18 1.392 0.765
14 12.8 1.2 1.44 0.11
4 7.02 -3.02 9.12 1.29
9 6.51 2.49 6.2 0.95
1 0.34 0.66 0.43 1.28
- 0.51 -0.51 0.26 0.51
4 3.6 0.4 0.16 0.04
4 6.63 -2.63 6.91 1.043
11 6.15 4.85 23.5 3.82
- 0.32 -0.32 0.10 0.32
- 0.48 -0.48 0.23 0.48
2 3.4 -1.4 1.96 0.98
- 0.78 -0.78 0.60 0.78
1 0.72 0.28 0.078 0.28
- 0.03 -0.03 0.0009 0.03
- 0.057 0.05 0.0025 0.05
1 0.4 0.6 0.36 0.9
2 1.56 0.44 0.19 0.096
2 1.44 0.56 0.31 0.217
- 0.07 -0.07 0.004 0.07
- 0.114 -0.114 0.012 0.114
 - 0.8 -0.8 0.64 0.8
Calculated Value 19.33

(O – E)2
Chi square (x2) =______
E

Degree of freedom (v) = (R-1) (C-1)

= (5-1) (5-1)

= 16

Level of Significance = 5%

Table value (TV) = 26.296

Calculated value (CV) = 19.33

CV < TV = Ho is Accepted.

RESULT

Since the calculated value is less than the table value. So we accept the null
hypothesis. There is no relationship between educational occupation and mostly
buying in value added products.
 TESTING HYPOTHESIS

There is a relation between Income and Quality

Income / Up to 5000 5000-10000 10000- Above Total

Quality 20000 20000
Very good 2 8 7 26 43
Good 5 6 27 20 59
Neutral 1 - - - 1
Moderate - - - 2 2
Total 8 14 34 49 105

NULL HYPOTHESIS

Ho: There is no significance relationship between income and quality of value

added products.

ALTERNATIVE HYPOTHESIS

H1: There is significance relationship between income and quality of value added
products.
Observed Expected (O-E) (O-E)2 (O-E)2/E
frequency (O) frequency (E)
2 3.27 -1.27 1.61 0.49

8 5.73 2.27 5.15 0.89

7 13.9 -6.9 47.6 3.42

26 20 6 36 1.8

5 4.49 0.51 0.26 0.057

6 7.86 -1.86 3.45 0.43

27 19.1 7.9 62.4 3.26

20 27.5 -7.5 56.2 2.04

1 0.07 0.92 0.85 11.18

- 0.13 -0.13 0.016 0.123

- 0.32 -0.32 0.1024 0.32

- 0.46 - 0.2116 0.46

- 0.15 - 0.0225 0.15

- 0.26 - 0.06 0.26

- 0.64 - 0.409 0.64

2 0.93 1.07 1.14 1.22

 Calculated Value = x2 26.74

(O – E)2
Chi square = ______
E

Degree of freedom (v) = (R-1) (C-1)

= (4-1) (4-1)

=9

Level of Significance = 5%

Table value (TV) = 16.91

Calculated value (CV) = 26.74

CV > TV = Ho is rejected

Alternative Hypothesis was accepted.

RESULT

Since the calculated value is greater than the table value. So we reject the null
hypothesis. And accept the alternative Hypothesis. There is relationship between
income and quality of value added products.
CHAPTER 5
FINDINGS

According to survey results, the respondents are very satisfied with value added
products in Salem steel plant.

• In this study 92.4% of respondents native place was Salem and 7.6% of
respondents are other district.
• 52.4% of respondents are Men and 47.6% of respondents are women.
• 35.2% of respondents comes from joint family and 64.8% of respondents are
comes from Nuclear family.
• 39% of respondents are government employees and 36.2% of respondents are
private employees and 1.9% of respondents are entrepreneur and 2.9% of
respondents was agriculture and 20% of respondents are other.
• 7.6% of respondents income was up to Rs.5000 and 13.3% of respondents
income was 5000-10000 and 32.4% of respondents income was between
10000-20000 and 46.7% of respondents income was above 20000.
• 52.3% of respondents buying value added products in Mohan Nagar.46.6%
of respondents are buying in Salem.
• 18.1% of respondents are new consumes.12.4% of respondents are in less than
6 months. 36.2% of respondents are buying products since 1 to 2 years. 2.9%
 of respondents are being consumer in 2 to 3 years. And 30.5% of respondents
are being consumer of ssp in above 3 years.
• 85.7% of respondents are very satisfied with value added products.
• 74.2% of respondents are agree with price of value added products same as
the market price.
• 52.% of respondents are said quality of value added products was Good and
41% of respondents said quality of value added products was Very Good.
• 40% of respondents purchasing value added products 6 months once and 38%
of respondents said they buy value added products once a year and 7.6%
respondents purchasing time was 2 year and 14.3% of respondents are buy
value added products above 2 years.
• Most of the respondents are said they very likely to recommend value added
products to others.
• 41.9% of consumer said they buy value added products because of quality and
45.7% of consumers are said buy value added products for quality,
satisfaction, and availability.
• 83.8% of respondents are said SSP gives discount for value added products
and 16.2% of respondents said it doesn’t gave discount for value added
products.
• Most of the consumers said value added products better than other products.
• Most of the respondents said they buy dinner set ( 37 pieces ) and cup & saucer
and plates.
• Only few percentage of consumers said drawbacks in value added products
and 93.3% of consumers said they doesn’t face any drawbacks with value
added products.
SUGGESTIONS

As per the study, consumers are highly satisfied with value added products.

• It is commonly seen that institutions are offering free gifts along with the
products. This is to attract the customers and increase the sales. An allied
product will be given as a free gift.
• The company may take interest in informing consumers by way of
advertisement in TV., magazines and by personal selling.
• The purchasing of stainless steel products is not at most necessary in all
families. But it has become a common practice that purchasing, using and
maintaining stainless steel wares in the house is looked high in the society.
Therefore, it is a must for the company to attract consumers to purchase
stainless steel products regularly.

CONCLUSION

Salem steel is under the Steel Authority of India Ltd (SAIL). The quality and
durability of the products are well known to the pubic for the past so many years. So
for Salem steel has been supplying the steel metals to other companies as a raw
material. It is accepted by all that the quality is high.

In this study, it is clear that, Salem steel plant give best quality of value added
products to all the consumers.
SURVEY QUESTIONNAIRES

BASED ON DEMOGRAPHIC

1.Are you steel plant employee..?

➢ Yes
➢ No

2.Martial status
➢ Married
➢ Un married

3.Native place..?
➢ Salem
➢ Other district

4.What is your Gender…

 ➢ Male
➢ Female

5.Age …..
➢ 20 – 30 years
➢ 30 – 40 years
➢ 40 – 50 years
➢ Above 50

6.Type of family..?
➢ Joint family
➢ Nuclear family

7.What is your current employment status?

➢ Government job
➢ Private job
➢ Entrepreneur
➢ Agriculture
➢ Other

8.Income level……
➢ Up to Rs.5000
➢ 5,000 – 10,000
➢ 10,000 – 20,000
➢ Above 20,000

9.How came to you know about VAP products..?

GEOGRAPHIC SEGMENTATION

10. Where you buy VAP products..?

➢ Omalur
➢ 4 Roads
➢ Mohan nagar

BEHAVIORAL SEGMENT.

11. Duration of being consumer……

➢ New
➢ Less than six months
➢ 1-2 years
➢ 3-5 years
➢ Above

12. Overall, how satisfied are you with SSP products.?

➢ Not at all satisfied
➢ Somewhat satisfied
➢ Very Satisfied
➢ Delighted.

13. “Price” of the products are same as market price---

➢ Strongly disagree
➢ Disagree
➢ Agree
➢ Strongly Agree.

14. How you would rate this “quality” of VAP products.?

➢ Very Good
 ➢ Good
➢ Neutral
➢ Moderate.

15. Frequency of purchasing..?

➢ 6 months
➢ 1 year
➢ 2 year
➢ Above

PSYCHOGRAPHIC SEGMENT.
16. How likely are you to recommend VAP products to a friend or colleague? (0-
5)
0 – likely
5 – very likely

17. Which factors makes you buy VAP products.?

➢ Quality
➢ Satisfaction
➢ Availability
➢ All the above

18. Is SSP give discount for VAP products.?

➢ Yes
➢ No
19. Compared to similar product you purchased, is VAP products better than other
products.?
➢ Better
➢ Good
➢ Moderate
➢ Same

20.Which product you mostly buy in VAP products..?

➢ Dinner set (37 pieces)
➢ Cup & Saucer
➢ Plates (Kumcha)
➢ Tumbler
➢ Other

21.Will you buy VAP products again.?

➢ Yes
➢ No

22. Any drawbacks you faced in VAP products.?

➢ Yes
➢ No

23. In your previous purchased products, any products affect by corrosion..?

➢ No
➢ Yes

24. Any other products do you expect from SSP..?

25. In your own words, describe how you feel about VAP products.