A

PROJECT REPORT
ON

EFFECTS OF BRANDING ON CONSUMER BUYING DECISION

WITH SPECIAL REFERENCE TO

DECCAN TYRES, BOPODI, PUNE

FOR PARTIAL FULFILMENT OF THE COURSE

BACHELOR OF BUSINESS ADMINISTRATION

INTERNATIONAL BUSINESS

SUBMITTED TO

SAVITRIBAI PHULE UNIVERSITY OF PUNE

BY
MUNOT SHIVAM RAHUL
ROLL NO. 5137

B.B.A. IB SEMESTER-VI

UNDER THE GUIDANCE OF THE PROJECT GUIDE

DR. SHRISHTI GANGALAY

MARATHWADA MITRA MANDAL’S COLLEGE OF COMMERCE

ADDRESS:-302/A, DECCAN GYMKHANA, PUNE-411004
YEAR 2018-2019

1
 MARATHWADA MITRA MANDAL’S
COLLEGE OF COMMERCE
302/A, DECCAN GYMKHANA, PUNE-04

This is to certify that the Project-Work titled “EFFECTS OF BRANDING ON

CONSUMER BUYING DECISION” has been completed satisfactorily in partial
fulfilment of B.B.A. IB (Semester -VI) course of the University of Pune for the
academic year 2018-19 by the following student of “Marathwada Mitra Mandal’s
College of Commerce, Pune-411004
Mr.:- MUNOT SHIVAM RAHUL

Place: Pune.

Date: / / 2019

Principal Project Guide Co-coordinator

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DECLARATION:-

I hereby declare that this research project titled,” EFFECTS OF BRANDING ON

CONSUMER BUYING DECISION ” is an independent study carried out by me
during the Research Methodology project for Bachelor of Business administration
International Business course, Semester VI under the guidance of
DR. SHRISHTI GANGALAY .
This project was fully prepared by my own efforts.

PLACE: PUNE

MUNOT SHIVAM RAHUL

TYBBA-IB

3
 ACKNOWLEDGEMENT:-

I take this opportunity to express my profound gratitude and deep regards to my

guide, Dr. Shrishti Gangalay for her exemplary guidance, monitoring and constant
encouragement throughout the course of this marketing research project report.
The blessing, help and guidance given by her time to time shall carry me a long
way in the journey of life on which I am about to embark. “There is a good saying
that the work is successfully completed if the person is guided properly at the right
time by the right person”, with that the good opportunities that we receive as well
as the efficient supervision and the most valuable the internal guidance.

I also take this opportunity to express a deep sense of gratitude to project in

charge and director of Deccan Tyres, Mr.Joseph Eapen for his cordial support,
valuable information and guidance, which helped me in completing this task
through various stages.

I am obliged to Principal Dr.M.D Lawrence of Marathwada Mitra Mandal’s

College of Commerce, staff members Prof. Uday Kiran Sir Prof. Ashwini Madam
Prof. Gurmeet Madam, Prof. Kalpana Madam, for the valuable information
provided by them in their respective fields. I am grateful for their cooperation
during the period of my assignment.

Lastly, I thank almighty, my parents & friends for their constant encouragement
without which this assignment would not be possible.

Shivam Munot

TY-BBA IB

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 INDEX
Serial no. Topic Page No.

1 CHAPTER 1 6-10
1. Permission Letter 6
2. Executive Summary 7
3. Objectives 9
4. Scope and Limitations 10
2 CHAPTER 2 11-17
1. Company Profile and Overview 11
2. Firm Profile and Overview 13
3. Product Overview 15
3 CHAPTER 3 18-25
1. Concept and Terms 18
2. Need and Importance 24
4 CHAPTER 4 26-32
1. Concept of Research 26
2. Importance and Types of Research 27
3. Sample Design 32
5 CHAPTER 5 33-43
1. Data Analysis and Interpretation 33
6 CHAPTER 6 44-45
1. Conclusion 44
2. Findings 45
7 CHAPTER 7 46
1. Bibliography 46

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Chapter 1:-
Permission Letter:-

6
Executive Summary:-
 What is a brand?
Brand is a Guarantee, an assurance for a defined standard of quality for the first
time and for every time but not the vice versa. Brand is name or logo that plays the
role in the mind of the customer. Brands do not compete in the product area but
compete for the mind space of the customer. A brand once established in the mind
of the customer becomes indelible when customer identifies itself with that
particular Brand.

 Why is branding done? OR What is the use of brand?

Branding is an effective marketing strategy tool that has been used with frequent
success in the past. Branding can be an effective and powerful tool for all types of
business organizations. If brand owners use their product correctly, the payoffs can
be substantial. Brand these days have become a status symbol. Customers all over
the world now prefer branded products.

 Can brands be misused?

Yes, if brands are mismanaged, the results can be damaging. Consumers are
prepared to pay for branded product, they consider price, brand and other factors
like quality of the product, availability of substitute product during their
purchasing decisions. So the customer must be aware of the fake brands and even
must be sure that they buy the product from the authorised retail store as they will
get the proper service and get to know about the warranty and guarantee of those
branded products.

 Is it the quality that attracts customers towards brand or some

other related factor?
Brand holds a great importance in consumer’s life. Consumer’s choose brands
and trust them the way they trust their friends and family members to avoid
uncertainty and quality related issues. India has a successful growing economy
and the branded industry of the country has advanced tremendously in the

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 recent years. The increasing use of branded goods and the emerging market has
intrigued foreign as well as local brands to provide services to its customers.

All the study has been conducted with reference to tyres industry in India. Firms in
tyres industry are competing to increase their profit share in the market. Brand
studies always have remained the key attention of the marketer’s because of its
importance and direct relationship with consumers. Marketers use brands as to get
the competitive advantage on other competitors playing an imperative role in the
success of companies. Brand holds a great importance in consumer’s life.

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Objectives:-
Importance of understanding branding and its impact on modern day markets is
vital to the health and growth of most industries. The aim of this report is to put
into perspective the functional values of branding as well as assess its role in the
consumer purchase decision-making process.

 Understanding the concepts of branding and consumer behaviour.

 To study the effect of brands on consumer buying behaviour.
 To analyze the branding strategies adopted by the company.
 To woo the consumers into buying their products.
 To do a comparative study of the branding strategies adopted by the
companies.

This study is aimed at analyzing the effect of brand on consumer buying

behaviour. Along with finding the effect of brand on consumer buying behaviour
the purpose of the study is to have an in depth knowledge of what actually is
branding and consumer behaviour.

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Scope and Limitations:-
 The Report aims at comprehensive literature review on branding, brand
loyalty, brand awareness, brand equity and brand perceptions, price
sensitivity and willingness to pay. This report is aimed to investigate the
effect of brand on consumer buying behaviour.

 This project is limited due to time constraint as it involves a lot of complex

variables which require a detailed study over a period of time.

 The project did not cover the effect of branding on a very large scale. Only a
small population was studied, which may not be enough to show correct
picture.

 The consumers were very reluctant to answer the question and the response
may be biased

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Chapter 2:-
Company Profile and Overview:-
MRF Ltd.:-
Madras Rubber Factory Limited, commonly known by the abbreviation MRF, is an
Indian multinational and the largest manufacturer of tyres in India and the
fourteenth largest manufacturer in the world. It is headquartered in Chennai,
India. The company manufactures rubber products including tyres, treads, tubes
and conveyor belts, paints and toys. MRF also runs the MRF Pace
Foundation, Chennai and MRF Challenge in motorsport.

Madras Rubber Factory was started by K. M. Mammen Mappillai as a toy balloon

manufacturing unit in 1946 at Tiruvottiyur, Madras now Chennai. In 1952, the
company ventured into the manufacture of tread rubber. Madras Rubber Factory
limited was incorporated as a private
company in November 1960 and ventured
into manufacture of tyres in partnership
with Mansfield Tire & Rubber Company
based in Ohio, United States. The company
went public on 1 April 1961 to develop the
export market in 1964 and its current logo of
the muscleman was born. In 1967, it became
the first Indian company to export tyres to
USA.
In 1973, MRF started
manufacturing Nylon tyres for the first time.
The Company entered into with technical
know-how collaboration
with B.FGoodrich in 1978. The Mansfield Tire & Rubber Co sold out its share in
1979 and the name of the company was changed to MRF Ltd in the year. The
company finalized a technical collaboration agreement with Marangoni TRS SPA,
Italy for the manufacture of pre-cured tread rubber for retreading industry. MRF
tyres supplied tyres to Maruti 800, India's first modern small car. During the year
2004-05, the product range of the company expanded with Go-kart & rally tyres
and tyres for two and three wheelers.

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MRF manufactures various tyres for passenger cars, two–wheelers, trucks, buses,
tractors, light commercial vehicles and off road tyres. The major products include
MRF Nylon grip for bikes, MRF ZVTs and MRF Wanderers for cars and SUVs,
MRF Meteor all terrain tyres,
MRF Steel Muscle for trucks and
Madras Rubber Factory limited buses.

The company has manufacturing

facilities for tyres
at Kottayam in Kerala, Puduchery,
Arakonam, Goa and trichy two
plants in Perambalur in Tamil Nadu, Medak and ankenpally in Telangana has two
facilities one recently opened.
MRF is a public company which is listed on BSE as well as NSE as 500290 and
MRF respectively. The revenue of the company is 22,683.87 Crore while the
income of the company is 802.21Crore. The total assets of the company is 9,978.98
Crore. The company has total number of 16,194 employees.

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Firm Profile and Overview:-
Deccan Tyres:-
Deccan Tyres in Pune is a renowned tyre dealer, in Bopodi, Pune which was
established by Mr. Joseph Eapen in the year 2000. It is the authorised Sales and
Services store of MRF. It was launched with a vision to offer quality products and
services to its valued customers. As a tyre dealer, it markets a wide range of tyres
for motorcycles, car alloy wheels, car accessories, motorcycle accessories and
related maintenance services. With a firm belief of setting benchmarks in
providing best customer experience through innovative and unique ways, this
establishment has continued the legacy of excellence in service, year on year. It
strives to create benchmarks with their customer centric approach. They have
earned appreciation and praises from their clients for their impeccable products and
services. This tyre dealer occupies a conspicuous location in Bopodi on the, Bhau
Patil Road. Undoubtedly it is one of the best tyre dealers in Bopodi, Pune.

Products and services offered at Deccan Tyres:-

The product portfolio of Deccan Tyres in Bopodi includes a wide range of leading
tyres from MRF which includes motorcycle tyres, alloy wheels, car tyres and truck
tyres as well. MRF is the tyre brand available here. Air pressure gauge, hydraulic
jack, brake oil, engine oil, gear oil, tubeless tyre puncture kit and Nitrogen are the
essential car as well as motorcycle accessories available at this outlet. Here, a
customer can avail services for their automobiles such as tyre fitting, wheel
balancing, wheel alignment, puncture repair, tyre rotation, oil change etc. A well-
trained team of technicians carry out the services with promptness. Visit this dealer
anytime from 09:00AM - 08:00PM from Monday to Saturday.

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Products and Services offered by Deccan Tyres Pune:-
1. Car Tyre Dealers
2. Wheel Alignment Services
3. Tractor Tyre Dealers
4. Forklift Tyre Dealers
5. Car Tyre Tube Dealers
6. Tyre Wholesalers
7. Two Wheeler Tyre
8. Tyre Distributors
9. Bus Tyre Dealers
10.Commercial Vehicle Tyre Dealers
11.Computerised Wheel Balancing
12.Tyre Tube Dealers
13.Motorcycle Tyre Dealers
14.Tyre Repair & Services
15.Scooter Tyre Dealers
16.Truck Tyre Dealers
17.Tubeless Tyre
18.Wheel Balancing Services
19.Radial Tyre Dealers
20.Heavy Vehicle Tyre Dealers

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Product Overview:-
Tyres:-
A tire (American English) or tyre (British English) is a ring-shaped component that
surrounds a wheel's rim to transfer a vehicle's load from the axle through the wheel
to the ground and to provide traction on the surface travelled over. Most tires, such
as those for automobiles and bicycles, are pneumatically inflated structures, which
also provide a flexible cushion that absorbs shock as the tire rolls over rough
features on the surface. Tires provide a footprint that is designed to match the
weight of the vehicle with the bearing strength of the surface that it rolls over by
providing a bearing pressure that will not
deform the surface excessively.
The materials of modern pneumatic tires
are synthetic rubber, natural rubber, fabric
and wire, along with carbon black and
other chemical compounds. They consist
of a tread and a body. The tread
provides traction while the body provides
containment for a quantity of compressed
air. Before rubber was developed, the first
versions of tires were simply bands of
metal fitted around wooden wheels to
prevent wear and tear. Early rubber tires
were solid. Pneumatic tires are used on
many types of vehicles, including cars, bicycles, motorcycles, buses, trucks, heavy
equipment, and aircraft. Metal tires are still used on locomotives and railcars, and
solid rubber tires are still used in various non-automotive applications, such as
some casters, carts, lawnmowers, and wheelbarrows.

1. Associated Tyre Components:-

Several additional components may be required in addition to just the tire to form a
functional wheel.

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  Wheel

Tires are mounted onto wheels that most often have integral rims on their outer
edges to hold the tire. Automotive wheels are typically made from pressed and
welded steel, or a composite of lightweight metal alloys, such as aluminium or
magnesium. These alloy wheels may be either cast or forged. The mounted tire and
wheel assembly is then bolted to the vehicle's hub. A decorative hubcap and trim
ring may be placed over the wheel.
 Rim

The beads of the tire are held on the rim, or the "outer edge" of a wheel. These
outer edges are shaped to obtain a proper shape on each side, having a radially
cylindrical inclined inner wall on which the tire can be mounted. The wheel's rim
must be of the proper design and type to hold the bead of the appropriately sized
tire. Tires are mounted on the wheel by forcing its beads into the channel formed
by the wheel's inner and outer rims.
 Inner tube

Most bicycle tires, many motorcycle tires, and many tires for large vehicles such as
buses, heavy trucks, and tractors are designed for use with inner tubes. Inner tubes
are torus-shaped balloons made from an impermeable material, such as soft, elastic
synthetic rubber, to prevent air leakage. The inner tubes are inserted into the tire
and inflated to retain air pressure.

2. Construction types:-
 Radial
Radial tire construction utilizes body ply cords extending from the beads and
across the tread so that the cords are laid at approximately right angles to the
centreline of the tread, and parallel to each other, as well as stabilizer belts directly
beneath the tread. The belts may be cord or steel. The advantages of this
construction include longer tread life, better steering control, fewer blowouts,
improved fuel economy, and lower rolling resistance. Disadvantages of the radial
tire are a harder ride at low speeds on rough roads and in the context of off-
roading, decreased "self-cleaning" ability and lower grip ability at low speeds.

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  Tubeless
Tubeless tires are pneumatic tires that do not require a separate inner tube.

3. Vehicle Applications:-

Tires are classified into several standard types, based on the type of vehicle they
serve. Since the manufacturing process, raw materials, and equipment vary
according to the tire type, it is common for tire factories to specialize in one or
more tire types. In most markets, factories that manufacture passenger and light
truck radial tires are separate and distinct from those that make aircraft or off-the-
road (OTR) tires.
The classification of tires consists of Motorcycle, Aircraft, Bicycle, Industrial,
Racing, Agricultural and off-road tyres, Heavy duty truck, Light trailer, Spare, All
season, All terrain, Mud tyres, Winter tyres and High-performance tyres.

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CHAPTER 3:-
Concepts and Terms:-
1. Concept of Consumer Behaviour:-
Consumer behaviour is the study of how individual customers, groups or
organizations select, buy, use, and dispose ideas, goods, and services to satisfy
their needs and wants. It refers to the actions of the consumers in the marketplace
and the underlying motives for those actions. Marketers expect that by
understanding what causes the consumers to buy particular goods and services,
they will be able to determine which products are needed in the marketplace,
which are obsolete, and how best to present the goods to the consumer .

The study of consumer behaviour assumes that the consumers are actors in the
marketplace. The perspective of role theory assumes that consumers play various
roles in the marketplace. Starting from the information provider, from the user to
the payer and to the disposer, consumers play these roles in the decision process.
The roles also vary in different consumption situations; for example, a mother
plays the role of an influence in a child’s purchase process, whereas she plays the
role of a disposer for the products consumed by the family.

1. according to Engel, Blackwell, and Mansard, ‘consumer behaviour is the

actions and decision processes of people who purchase goods and services for
personal consumption’

2. according to Louden and Bitta, ‘consumer behaviour is the decision process and
physical activity, which individuals engage in when evaluating, acquiring, using or
disposing of goods and services’.

Consumer behaviour is not static. It undergoes a change over a period of time

depending on the nature of products. For example, kids prefer colourful and fancy
footwear, but as they grow up as teenagers and young adults, they prefer trendy
footwear, and as middle-aged and senior citizens they prefer more sober footwear.

18
The change in buying behaviour may take place due to several other factors such
as increase in income level, education level and marketing factors.

All consumers do not behave in the same manner. Different consumers behave
differently. The differences in consumer behaviour are due to individual factors
such as the nature of the consumers, lifestyle and culture. For example, some
consumers are technoholics. They go on a shopping and spend beyond their means.
They borrow money from friends, relatives, banks, and at times even adopt
unethical means to spend on shopping of advance technologies. But there are other
consumers who, despite having surplus money, do not go even for the regular
purchases and avoid use and purchase of advance technologies.

The consumer behaviour varies across states, regions and countries. For example,
the behaviour of the urban consumers is different from that of the rural consumers.
A good number of rural consumers are conservative in their buying behaviours.
The rich rural consumers may think twice to spend on luxuries despite having
sufficient funds, whereas the urban consumers may even take bank loans to buy
luxury items such as cars and household appliances. The consumer behaviour may
also vary across the states, regions and countries. It may differ depending on the
upbringing, lifestyles and level of development.

Positive consumer behaviour leads to a purchase decision. A consumer may take

the decision of buying a product on the basis of different buying motives. The
purchase decision leads to higher demand, and the sales of the marketers increase.
Therefore, marketers need to influence consumer behaviour to increase their
purchases

2. Factors Affecting Consumer Behaviour:-

Understanding factors that affect the market are found to be very important and
crucial due to the inability of the Utility Theories which have been used to study
consumer behaviour to provide convincing explanations to understand the market.
Consumer Behaviour helps us understand the buying tendencies and spending
patterns of consumers. Not all individuals would prefer to buy similar products.
Consumer behaviour refers to the selection, acquisition and consumption of goods

19
and services to meet their needs. There are different processes involved in
consumer behaviour. Consumer behaviour deals with as to why and why not an
individual purchases particular products and services.

The Most Essential Factors Affecting on Consumer Buying Behaviour are as

follow

1. Cultural Factors:

 Culture
Essentially, culture is the share of each company and is the major cause of the
person who wants and behaviour. The influence of culture on the purchasing
behaviour varies from country to country therefore sellers have to be very careful
in the analysis of the culture of different groups, regions or even countries.

 Subculture
Each culture has different subcultures, such as religions, nationalities, geographical
region and racial, etc. marketing groups may use these groups, segmenting the
market in several small portions. For example, marketers can design products
according to the needs of a specific geographical group.

 Social Class
Every society has some kind of social class. It is important for marketing because
the buying behaviour of people in a particular social class is similar. Thus
marketing activities could be adapted to different social classes. Here we should
note that social class is not only determined by income, but there are several other
factors such as wealth, education, occupation etc.

2. Social Factors
Social factors also influence the purchasing behaviour of consumers. Social factors
are the reference groups, family, the role and status.

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  Reference groups
Reference groups have the potential for the formation of an attitude or behaviour of
the individual. The impact of reference groups vary across products and brands.
For example, if the product is visible as clothing, shoes, car etc., the influence of
reference groups will be high. Reference groups also include opinion leader (a
person who influences others by his special skill, knowledge or other
characteristics).

 Family
Buyer behaviour is strongly influenced by a family member. So vendors are trying
to find the roles and influence of the husband, wife and children. If the decision to
purchase a particular product is influenced by the wife of then sellers will try to
target women in their ad. Here we should note that the purchase of roles change
with changing lifestyles of consumers.

 Roles and Status

Each person has different roles and status in society in terms of groups, clubs,
family, etc. organization to which it belongs. For example a woman working as a
manager in an organization of finance. Now she is playing two roles, one of the
chief financial officer and the mother. Therefore, purchasing decisions will be
influenced by their role and status.

3. Personal Factors:
Personal factors may also affect consumer behaviour. Some of the important
factors that influence personal buying behaviour are: lifestyle, economic status,
occupation, age, personality and self esteem.

 Age
Age and life cycle have a potential impact on the purchasing behaviour of
consumers. It is obvious that consumers change the purchase of goods and services
over time. Family life cycle consists of different stages as young singles, married
couples, and unmarried couples etc that help marketers to develop suitable
products for each stage.

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  Occupation
The occupation of a person has a significant impact on their buying behaviour. For
example, a marketing manager of an organization is trying to buy business suits,
while a low level worker in the same organization buy-resistant clothing works.

 Economic situation
Economic situation of the consumer has a great influence on their buying
behaviour. If income and savings a customer is high, then going to buy more
expensive products. Moreover, a person with low income and savings buy cheap
products.

 Lifestyle
Lifestyle clients are another factor affecting import purchasing behaviour of
consumers. Lifestyle refers to the way a person lives in a society and express
things in their environment. It is determined by the client’s interests, opinions, etc
and activities shape their whole pattern of acting and interacting in the world.

 Personality
Personality changes from person to person, time to time and place to place.
Therefore, it can greatly influence the buying behaviour of customers. In fact,
personality is not what one has, but is the totality of the conduct of a man in
different circumstances. Has a different characteristic, such as dominance,
aggression, confidence etc that may be useful to determine the behaviour of
consumers to the product or service.

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23
Need and Importance:-
Buying Behaviour is studied to predict buyers’ reaction in markets. If a firm
understands its customers, it becomes successful in the market place. The success
of any business is based on understanding the consumer and providing the kind of
products that the consumer wants. The consumer decides what to buy, when to buy
and also what not to buy. One cannot thrust a product on a consumer. A marketer
sells what the consumer wants. So, emphasis is placed on knowing what the
consumers’ wants are. Even in the tyre market, consumer decides what type of tyre
he wants to choose for a particular size and brand.

Studying consumer behaviour is very much emphasized for the following reasons.

1. Modern Philosophy:-
It concerns with modern marketing philosophy – identify consumer’s needs and
satisfy them more effectively than competitors. It makes marketing consumer-
oriented. It is the key to success

2. Achievement of Goals:-
The key to a company’s survival, profitability, and growth in a highly competitive
marketing environment is its ability to identify and satisfy unfulfilled consumer
needs better and sooner than the competitors. Thus, consumer behaviour helps in
achieving marketing goals.

3. Useful for Dealers and Salesmen:-

The study of consumer behaviour is not useful for the company alone. Knowledge
of consumer behaviour is equally useful for middlemen and salesmen to perform
their tasks effectively in meeting consumers needs and wants successfully.
Consumer behaviour, thus, improves performance of the entire distribution system.

4. More Relevant Marketing Programme:-

Marketing programme, consisting of product, price, promotion, and distribution
decisions, can be prepared more objectively. The programme can be more relevant
if it is based on the study of consumer behaviour. Meaningful marketing
programme is instrumental in realizing marketing goals.

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 5. Price policies:
The buyer behaviour is equally important in having price policies. The buyers of
some products purchase only because particular articles are cheaper than the
competitive articles available in the market.

6. Decision regarding channels of distribution:

The goods, which are sold and solely on the basis of low price mast and
economical distribution channels. In case of those articles, which week T.V. sets,
refrigerators etc. Must have different channels of distribution. Thus, decisions
regarding channels of distribution are taken on the basis of consumer behaviour.

7. Decision regarding sales promotion:

Study of consumer behaviour is also vital in making decisions regarding sales
promotion. It enables the producer to know what motive prompt consumer to make
purchase and the same are utilised in promotional campaigns to awaken desire to
purchase.

8. Rapid introduction of new products:

Rapid introduction of new product with technological advancement has made the
job of studying consumer behaviour more imperative. For example, the
information Technologies are changing very fast in personal computer industry.

25
CHAPTER 4:-
Concept of Research Methodology:-
Research Methodology:-
Research methodology is the specific procedures or techniques used to identify,
select, process, and analyze information about a topic. It is an investigation of
finding solutions to scientific and social problems through objective and systematic
analysis. It is a search for knowledge, that is, a discovery of hidden truths. Here
knowledge means information about matters. The information might be collected
from different sources like experience, human beings, books, journals, nature, etc.
A research can lead to new contributions to the existing knowledge. Only through
research is it possible to make progress in a field. Research is indeed civilization
and determines the economic, social and political development of a nation.
Research is not confined to science and technology only. There are vast areas of
research in other disciplines such as languages, literature, history and sociology.
Whatever might be the subject, research has to be an active, diligent and systematic
process of inquiry in order to discover, interpret or revise facts, events, behaviours
and theories.

Marketing research is the process of systematic design, collection of data, analysis

and reporting of data to specific marketing situation which an organization faces. It
is an activity which is done by organization for accomplishment of a particular
objective. Through this activity an organization find the specific reason of the
problem which organization face.

Marketing research got a vital role in decision making process by making available
right information, at the right time, and to the right person who involves in
decision making process.

Thus it is the basic tool of marketing mix elements, like product, place, price and
promotion. The research methodology is considered as a major part of the study
that is being conducted. It determines the strength, reliability and accuracy of the
project. Methodology will be considered as the methods used in research is
selecting sample, sample size, data collection and various tools for data analysis.
The global community. Other proactive measures can be taken to encourage the
uptake of evidence-based interventions.
26
Importance and Types of Research Methodology:-

 Importance of Research Methodology:

In Research Study It is necessary for a researcher to design a methodology for the

problem chosen. One should note that even if the methods considered in two
problems are same the methodology may be different. It is important for the
researcher to know not only the research methods necessary for the research under
taken but also the methodology. For example, a researcher not only needs to know
how to calculate mean, variance and distribution function for a set of data, how to
find a solution of a physical system described by mathematical model, how to
determine the roots of algebraic equations and how to apply a particular method
but also need to know
(i) Which is a suitable method for the chosen problem?
(ii) What is the order of accuracy of the result of a method?
(iii) What is the efficiency of the method?

Consideration of these aspects constitute to research methodology. The study of

research methods gives training to apply them to a problem. The study of research
methodology provides us the necessary training in choosing methods, materials,
scientific tools and training in techniques relevant for the problem chosen.

The purpose of research is to inform action. Thus, your study should seek to
contextualize its findings within the larger body of research. Research must always
be of high quality in order to produce knowledge that is applicable outside of the
research setting. Furthermore, the results of your study may have implications for
policy and future project implementation. One problem that often plagues progress
in global health is the slow translation of research into practice. Often, disconnect
exists between those who conduct research and those who are positioned to
implement the research findings. The underlying problem is that “the production
of evidence is organized institutionally with highly centralized mechanisms,
whereas the application of that science is highly decentralized. This social distance
prevails because scientists are more oriented to the international audiences of other
scientists for which they publish than to the needs of practitioners, policy makers,

27
or the local public. Thus, as researchers, it is imperative to take steps to overcome
this barrier. Publishing your study may be one initial step to make your research
known to the global community. Other proactive measures can be taken to
encourage the uptake of evidence-based interventions. For example, you can
present your research findings at various venues, such as Unite for Sight’s Global
Health and Innovation Conference. Furthermore, you can send the results of your
study to local officials, policy-makers, and community leaders.

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  Types of Research Methodology:-

Research methodology is considered as the nerve of the project. Without a well-

organized research plan it is impossible to complete the project and reach any
conclusion. Methodology means "the analysis of the principles of methods, rules,
and postulates employed by a discipline" Therefore research methodology is the
way to systematically solve the research problem. Research methodology does not
only talk about the method but also about the logic behind the methods used in the
context of the research study and explains why a particular method has been used
in the preference of the other method.
After the research problem we have to find out which type of data is to be
researched. At this stage we have to do field survey to gather data. One of the
important tools of making a project is the availability of useful and adequate data.
Methodology is a documented process for management of projects that contains
procedures, definitions and explanations of techniques used to collect, store,
analyse and present information as part of a research process in a given discipline.
Methodology may be a description of process, or may be expanded to include a
philosophically coherent collection of theories, concepts or ideas as they relate to a
particular discipline or field of inquiry.

1. Primary Data:-

Tools and techniques of primary data

We collected the primary data by following tools and techniques:-

 Interview
 Observation
 Behaviour

Interview Method:-
We used this method for our collection of data. In this method we asked questions
to the managers and our guide. We asked questions regarding different
departments of company’s production, Human resource, Marketing, finance,
exports, generally about the whole process of the company in production of goods
etc. We asked descriptive type questions to concerned persons and I think we have
got good response which is very helpful to us in our future.

29
Behavioural Data:-
We observed the co-ordination between employees of different levels and
departments. The behaviour of the concerned people who were guiding us was
appreciable. And their nature was helping too.

Observation Method:-
Using the observation method we collected data during our visit. During the visit
we observed the plant, production process, plant layout, machinery used for
production etc. We observed the co-ordination between employees of different
levels and departments. We observed their Industrial Culture.

2. Secondary data
Secondary data is the data that have been already collected by and readily available
from other sources. Such data are cheaper and more quickly obtainable than the
primary data and also may be available when primary data cannot be obtained at
all. Common sources of secondary data for social science include censuses,
surveys, organizational records and data collected through qualitative
methodologies or qualitative research. Secondary data analysis saves time that
would otherwise be spent collecting data and, particularly in the case of
quantitative data, provides larger and higher-quality databases than would be
unfeasible for any individual researcher to collect on their own. In addition to that,
analysts of social and economic change consider secondary data essential, since it
is impossible to conduct a new survey that can adequately capture past change
and/or developments.

Tools and Techniques of secondary data

While primary data can be collected through questionnaires, in depth interview,
focus group interviews, case studies, experimentation and observation; the
secondary data can be obtained through Internal Sources of Data.
If available, internal secondary data may be obtained with less time, effort and
money than the external secondary data. In addition, they may also be more
pertinent to the situation at hand since they are from within the organization. The
internal sources include.

30
1. Accounting resources- This gives so much information which can be used by
the marketing researcher. They give information about internal factors.

2. Sales Force Report- It gives information about the sale of a product. The
information provided is of outside the organization.

3. Internal Experts- These are people who are heading the various departments.
They can give an idea of how a particular thing is working

4. Miscellaneous Reports- These are what information you are getting from
operational reports.

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Sample Design:-
Designing of sample includes many important decisions such as deciding the
sample frames, selecting suitable sampling technique, determining sample size, etc.
Sampling design should be performed in such a way that the quality of research is
maintained in an economic way. Sample design permits the study of a
representative part of the target population, which results in reduction of
unnecessary utilisation of money, time, and effort. This representative part or
sample provides useful information which represents the larger target population.

Sample size is a term used in market research for defining the number of subjects
included in a sample. By sample, we understand a group of subjects that is selected
from the general population and is considered a representative of the true
population for that specific study. For example, if we want to predict how the
population in a specific age group will react to a new product, we can first test it on
a sample, that is representative for the targeted population. The sample size, in this
case, will be given by the number of people in that age group that will be surveyed.
While conducting quantitative research, I have collected the information by
personally meeting to the proprietor of Deccan tyres. The questionnaire was
designed in the view both major and minor objective of study. Primary Data has
been collected from the shopkeeper and buyers during November -January with the
help of a structured Questionnaire with sample of 50 respondents have been taken
for carrying out the study.

In the context of market research, a sampling unit is an individual person. The term
sampling unit refers to a singular value within a sample database. For example, if
you were conducting research using a sample of University students, a single
university student would be a sampling unit. Sampling units are taken from an
entire population, such as a country, customer database, or region, and put into a
smaller group to form a research sample. This group of units is then used to
research, analyse, and draw conclusions on.

Simple random sampling is the basic sampling technique where we select a group
of subjects for study from a larger group. Each individual is chosen entirely by
chance and each member of the population has an equal chance of being included
in the sample. Every possible sample of a given size has the same chance of
selection.
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CHAPTER 5:-
Data Analysis and Interpretation:-
In order to make data analysis and interpretation I have collected the information
by personally meeting the proprietor of Deccan tyres, Mr. Joseph Eapen. The
questionnaire was designed in the view both major and minor objective of study.
Primary Data has been collected from the owner of the firm by having an
interview. The Buyers were also asked a structured Questionnaire during the
month of January with sample of 50 respondents have been taken for carrying out
the study.

Questions and their answers asked to the owner of Deccan

Tyres, Bopodi Mr. Joseph Eapen.

1. Do you have a Brand?

 Yes. MRF tyres LTD. is the brand we have and offer our customers all the
products as well as services from MRF in our sales and services store.

2. What According to you is different in your brand and the other brands?
 MRF is one of the oldest tyre and tube Mafacturing Company in India. It has
gained a very good reputation from the Indian market which is our biggest
achievement and goodwill. Moreover it is specially designed for Indian
roads unlike Michelin, Yokohama or Continental which are foreign based
company. These tyres are not only good for highways but also for rural
roads or off roading.

3. Which company is the big competitor to your brand?

 In our case the competition is based up on prices and the tyre design and not
on the material as all the tyres are made from rubber. Customers have to take
care of the tyres themselves. The condition of tyre is observed by how the
customer takes care of their tyre. Thus according to the price factor our
competitors our Apollo, TVS and Ceat.

33
4. Does your brand provide various schemes and promotions to you as
well as customers?
 Yes, like the other brands MRF also has various promotional activities and
schemes to offer to their customer as well as the wholesalers and retailers.
They offer customer various MRF goodies on purchase of tyres, tubes and
flaps. The goodies consist of Calendar, year planner, keychain, travel bags,
Car and bike accessories, etc. The Wholesalers and Retailers are given heavy
Discounts, Gifts like Mobile phones, I pads, Home appliances, Gold
vouchers, National as well as Internationals Family trip, Credit notes, etc.
Thus MRF keeps their customers as well as the wholesaler & retailers happy
by giving us Offers and Promotions.

5. Which type of Business are you in?

 MRF has three variants of stores for dealers. According to the ranking from
top to bottom they are: - 1) Sales and Services 2) Sales 3) Composite. In
sales and services the dealer has the highest authority and gets the stock
refilled as soon as it is made available from the company. That particular
dealer is the priority of the company. The dealer is provided with all the
machinery needed for tyre related services and thus names as sales and
services. The second variant Sales, has the authority only for the sales of
tyres and tubes. The dealer is not made available with service feature and is
only engaged in the sales activity. Both the Sales and Services and Sales
dealer have to only deal with MRF tyres Ltd. and isn’t permitted to work
with any other tyre company in India. Regardless the composite dealer in the
dealer which is permitted to work with any tyre company along with MRF
but the dealer is not the priority and the stock is only provided if available
after offering both the higher variants. Mr. Joseph is the Authorized Sales
and Service dealer of MRF tyres Ltd.

6. What is the Branding tagline, Brand Ambassador and Policy of MRF?

 Branding is the key to Identity. But the biggest single action we can take
to advertise our business is do solid work and give Tiffany service.
Word-of-mouth is a powerful thing. People get so many messages daily.
You have to give them a compelling reason to tune in and listen to your
message. You have to provide useful and interesting content that is
34
 relevant so people want to listen. You have to be willing to give away
some advice and information for free. Twitter, Face book, Web Site,
Events & Seminars is some of our ways of branding. “Tyres with
Muscle” is the tagline of our company. Currently “Abraham Benjamin de
Villiers” as known as AB de Villiers a former South African cricketer who
played for the South African national team is the Brand Ambassador of
MRF.

7. How many Customers do purchase on average in a day from the store?

Or On Average how many tyres do you sell in a day?
 There is no particular season for tyres like other products. A tyre must be
replaced after it is weared out. Hence sometimes the sale can’t be predicted.
But on Average we sale 20-25 two wheeler tyres, 25-30 four wheeler tyres
and 7-10 Heavy vehicle tyres. So in total the daily sales range from 55-65
tyres in all variants. Along with the sales we also have tyre services.

8. As you are Sales and Service dealer, what are the services you offer to
the customer?
 We offer a variety of services regarding tyres and tubes to our customers.
Some of the services are Wheel Alignment Services, Computerised Wheel
Balancing, Tyre Repair & Services, Wheel Balancing Services, Air and
nitrogen filling, etc. The services are sometimes complimentary to the
customer who purchases tyres from us while chargeable to the customer who
comes for availing these services.

35
Questions and the data analysis in Various Charts asked to
the Customer. (50 Responses):-
The Survey was taken with the help of Google forms, by creating a questionnaire
of 8 questions and asking them to random customers of Deccan Tyres Bopodi,
Pune. Below are the questions and their answers with data analysis and graphical
representation and the Interpretations of answer and Graph.

1. When was the last time you purchased a tyre?

Serial No. Particular No. of Response Percentage
1 Within a month 5 10%
2 Within 3 months 8 16%
3 Within 6 months 10 20%
4 More than 6 months 27 54%

Sales

10%

16% Within a month

Within 3 months
Within 6 months
54%
More than 6 months
20%

Interpretation:- From the above data analysis out of 50 customers it is observed

that 27 customers have bought tyres in a period of more than 6 months, 10
customers within 6 months, 8 customers within 3 months and 5 customers within a
month.
36
2. Which type of Tyre did you Purchase or use?

Serial No. Particular No. of Response Percentage

1 Two Wheeler 26 52%
2 Four Wheeler 9 18%
3 Both 15 30%

Type

30%
Two Wheeler
Four Wheeler
52%
Both

18%

Interpretation: - From the above data analysis out of 50 customers it is

observed that 26 customers have bought 2 wheeler tyres, 9 customers have
bought four wheeler tyres whereas 15 customers have bought both the variants.

37
 3. Which Brand Tyre did you purchases or use?

Serial No. Particular No. of Response Percentage

1 MRF 29 58%
2 Apollo 8 16%
3 Ceat 10 20%
4 Other 3 6%

Tyre Brand
30

25

20
15
10
5
0
MRF
Apollo
Ceat
Other

Tyre Brand

Interpretation: - From the above data analysis out of 50 customers it is observed

that 29 customers use MRF tyres, 8 use Apollo, 10 uses Ceat while the remaining 3
customers use other brand tyres like Yokohama and Michelin.

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4. Why did you choose the brand you use?

Serial No. Particular No. of Response Percentage

1 Quality 38 76%
2 Price Factor 7 14%
3 Thought of trying 3 6%
something new
4 Have used Earlier 17 34%

Quality

Price Factor

Thought of trying something new

Have used Earlier

0 5 10 15 20 25 30 35 40

Interpretation:- From the above data analysis out of 50 customers it is

observed that Quality is the major factor observed by the customer while
purchasing any tyres while the others factors are least concerned by the
customer. Other factor consists of Price, New variety and have already used
earlier.

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5. How did you come to know about the Brand you use?

Serial No. Particular No. of Response Percentage

1 Newspaper and 15 30%
Ads
2 Internet 8 16%
3 Promotional 12 24%
Activities
4 Friends and 33 66%
Family

Newspaper and Ads

Internet

Promotional Activities

Friends and Family

0 5 10 15 20 25 30 35

Interpretation: - From the above data analysis out of 50 customers it is

observed that Mouth of word heard from Friends and Family is the biggest
method of getting to know about various things, while newspaper and ads,
internet as well as promotional Activities also help the customer to know more
about the product.

40
6. Is the store of MRF tyres and services Available in your
locality?

Serial No. Particular No. of Response Percentage

1 Yes 35 70%
2 No 14 28%
3 Not Sure 1 2%

Column1

40

35

30

25

20
35
15

10
14
5

0 1
Yes No Not Sure

Interpretation: - From the above data analysis out of 50 customers it is

observed that MRF tyres store is easily available in the major locality. 75% of
the responses say that the store is easily available. While 14% don’t have an
easy access to the store and 1% of customer are not sure about it.

41
7. Which of the following services have you availed at our store?

Serial No. Particular No. of Response Percentage

1 Tyre Fitting 39 78%
2 Nitrogen and Air 19 38%
Filling
3 Wheel Alignment 18 36%
4 Wheel Balancing 13 26%

Tyre Fitting

Nitrogen and Air Filling

Wheel Alignment

Wheel Balancing

0 5 10 15 20 25 30 35 40

Interpretation: - From the above data analysis out of 50 customers it is

observed that Tyre fitting is the most used service by the customer whereas
wheel balancing is the least availed service. Nitrogen and air filling as well as
wheel alignment are also the service available and used by customer.

42
8. Are you satisfied by the services provided by MRF?

Serial No. Particular No. of Response Percentage

1 Very Satisfied 18 36%
2 Satisfied 21 42%
3 Neutral 10 20%
4 Dissatisfied 1 2%

Satisfaction of Customer
25

20

15

10

0
Very Satisfied Satisfied Neutral Dissatisfied

Interpretation: - From the above data analysis out of 50 customers it is

observed that 36% of the customers are very satisfied by the service offered by
MRF, 42% are satisfied, and 20% have a neutral reply while 2% are dissatisfied
by the service.

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CHAPTER 6:-
Conclusion:-
The analysis of Effects of Branding on consumer buying decision can be
concluded by saying that the company has a strong customer base and goodwill
and the customers are inclined towards the brand of the service they provide and
there maintained standard during past years. Lastly it can be concluded that a brand
can be an everlasting and important asset as long as the company is in the market.
If the brand is maintained in a good manner then it can continue satisfying
consumers’ needs and strive to acquire a better market in others parts of the
continent as well as world.Branding is about building consumer trust in an
organization’s products. Globalization and communication mediums are making a
wider target audience possible. As a result, companies are investing heavily into
marketing campaigns that can boost the value of their brand.

Also, the MRF store in Bopodi, Pune managed by Mr. Joseph Eapen is a well
known firm in the locality and is on average satisfies the entire customer’s wants
and needs.

44
Finding:-
From the through study and analysis of the Branding, it is shown that Brand Name
effects the most on consumer buying behaviour. MRF TYRES, being a well known
Brand due to which the Customers get attracted towards it. The Internet is
transforming the way consumers interact with companies and with each other as
well. Online commerce allows us to locate various products as well as stores and
service stations from around the world, and consumption communities provide
forums for people to share opinions and product recommendations where the
customer are allowed to review a certain product.Hence internet plays an important
role in Buying products Also, as compared to the related competitors, MRF
provides good consumer satisfaction. The Brand MRF is loved by all the present
customers and is very well satisfied by the products and services according to the
data analysis and customer review.

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CHAPTER 7:-
Bibliography:-
 Text book:-
1. Title:- Research methodology
Author: - Dr Khandree Sheetal Arun and Abhijeet chavan
Publication Date: - July 2017
Place of Publication: - Plot-115, Sultanpur, 60-Feet Road, Jankipuram
Extension, Lucknow.
Publisher: - Thakur Publishers
Page no – 12, 20, 31, 53, 55, and 58

2. Title:- Rubber Asia

Author: - Saj Mathews, Pramod Thomas, Prof. TN Kalamani
Publication Date: - January 2019
Place of Publication: - 501/502, Imperial Plaza, Corner of 27th & 30th
Road, Near Nilgiri Garden, Bandra (W), Mumbai – 400 050
Publisher: - Asian Business Media LLP
Page No: - 17, 18, 20

 Websites:-
 www.google.com
 www.wikipedia.com
 www.mrftyres.com
 https://docs.google.com

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