A PROJECT REPORT on wood furniture iin india by jodhajodhpur

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									            A PROJECT REPORT
                   ON
     INDIAN WOOD FURNITURE INDUSTRY




A Division of NIS Sparta Ltd., A Reliance – Anil Dhirubhai Ambani Group Company
                            (Academic Session 2008-2010)




                                  Submitted to
                               THE NIS ACADEMY



                In partial fulfillment of requirement for the degree of
                          Master of Business Administration
                                            &
                 Advance Diploma in Management & Applied Skills
                    Approved by Annamalai University, Chennai



                                                                      SUBMITTED BY
                                                                      MBA & ADMAS
                                                                      NIS Academy,
                     ACKNOWLEDGEMENT
Foremost of all, I express my sincere indebtedness to the Almighty for bestowing me
with favorable circumstance and keeping me in high spirit.


A feeling of elation insist me on expressing my heartiest gratitude to Mr. Krishna K.
Rathor (Owner of Godrej Vishal Enteprises) and Mr. Rahul Jain (Owner of Shri Adinath
Enterprises) Kota, who allowed me visit in their outlets and gave me information
regarding furniture market and for being my project guide and sharing their view on
various topics and helped me a lot from the beginning up to the end of my report.


I am highly obliged and grateful to my Major Advisor Mr. Nishant Gaur (Director) and
Miss. Mahima Mathur (Center Manager), for their support, motivation and valuable
guidance that helped me in the complitaion of the project in a planned and a systematic
manner.


I would like to give special thanks to Miss Valentina Herry, Miss Shweta Solanki and
other teachers of my college for their willing support, valuable suggestion, mature and
moral advice during the itinerary.


With deepest sense of gratitude, I express my thanks and regards to my family, relatives
and friends for their close association, encouragement and support to take on this
stupendous task.


I am highly privileged to thank all the people, directly and indirectly related and the
respondents for being cooperative and sparing a few moments from their busy schedule,
without whose help this project would not have proven meaningful.


MBA & ADMAS
1ST YEAR
                                    PREFACE

The M.B.A. & ADMAS curriculum has been designed to provide the future manager
ample practical exposure to the business world. The project program is necessary and
essential part of the M.B.A. & ADMAS (Degree and Diploma) courses. It helps the
student to gain the knowledge about various aspects of market, consumer and industry.


At the time of making this report I came to know that Advance Diploma in Management
& Applied Skills (ADMAS) is one of the most reputed professional courses, which
includes both the theoretical and practical training as a part of one year curriculum.


This report is an endeavor to convert all that‟s virtual in to a real image i.e. it helps in
applying all the theoretical concepts in to the real corporate world. It helps in developing
the managerial skills using which we can convert abstracts in to language.


In this regard I had undertaken a project study on “To study the consumer preference
and satisfaction level towards Indian Wood Furniture Industry.”


This report is a written account of what I learnt and experienced during my survey, I wish
that, those going through it, will not only find it readable but also get useful information.
                     EXECUTIVE SUMMARY
I had done my report in “INDIAN WOOD FURNITURE INDUSTRY,” at under the
guidance of Miss. Valentina Herry. The objective of my report was “A study of
consumer preferences and satisfaction level towards Indian Wood Furniture
Industry.”


In report I have found that India is the fourth largest economy after America, Europe and
China. But if we talk about furniture industry than India was the biggest furniture
importer. The Indian furniture industry is estimated at around Rs 35,000 crore (Rs 350
billion). Eighty-five percent of this falls into the unorganized sector. The share of the
wooden furniture market is around Rs 60 crore (Rs 600 million).


At the time of making this report I come to know that India Wood Furniture Industry also
export the furniture in all over the world. Especially Jodhpur furniture, which is called
handicraft furniture, has been export. This furniture shows the culture and values of India.


The target people of this industry are-
                       Architects, Builders and Interior Designers.
Some times they used interiors trade fairs for good exposure.


I have gone through the working of the following department of WOOD FURNITUR
INDUSTRY during my survey-


    Designing & Development
    Marketing Mix
    Consumer buying decision
    Business Environment
    Publicity
    Export & import
 Acknowledgement
 Preface
 Executive Summary


                          CONTENTS
 Objective of Project
 Research Methodology
             Observational Design
             Primary Data
             Secondary Data
             Limitation of Study
 Product Profile
            Furniture
            Indian Furniture
            Indian Furniture Industry
            Indian Wooden Furniture
            Formation of Wood Furniture
            Market & Opportunities
            Imports & Exports of Furniture
 Marketing Mix
         Product
         Price
         Place
         Promotion
 Major Players
 Factors that influence consumer buying decision
          Marketing Efforts Factors
          Socio-Cultural Environment
 Business Environment
          General Environment
          Specific Environment
 Conclusion
 Suggestions
 Bibliography
 Questionnaire
 Appendix
               OBJECTIVE OF PROJECT

 To study the „Marketing Mix‟ of furniture industry especially in context with
   wood.


 To study the various factors which influence the consumer buying decision for
   the furniture industry.


 To study the business environment factor affecting the product category.


 To increase the knowledge in furniture industry.


 To develop practical knowledge with theoretical aspects.


 To gathered information about the behavior of general public towards furniture
   market.


 To know the buying behavior of the customers towards wood furniture.


 To know about strength and weakness in work environment.


 To know about western furniture market, this comes in India rapidly.


 To know about new technologies in furniture market.


 To increase knowledge in import and export of furniture.
                RESEARCH METHODOLOGY
“All the progress is born of inquiry. Doubt is often better than over confidence, for it
leads to inquiry and inquiry leads to invention.” This saying well states the significance
of research.


Research inculcates scientific and inductive thinking and it promotes the development of
logical habits of thinking and organization. The role of research is several fields of
applied economics. Whether related to business or to the economy as a whole, has greatly
increased in modern times.


Research Methodology is a way to systematically solve the research problem. It has many
dimensions and research methods to constitute a part of research methodology.


Thus when we talk of research methodology, we not only talk of the research methods
but also consider the logic behind the methods. We use in context of our research study.
So that research results are capable of being evaluated either by the researcher himself or
by others.


To effectively carry out my research, I used following research process, which consists of
series of actions or steps.
OBSERVATIONAL DESIGN (COLLECTION OF DATA)-

Observational design relates to the conditions under which the observations are to be
made. Observational design in respect to descriptive research study, means structured or
well through out instruments for collection of data. Data collection is integral part of
marketing research. There are several ways of collecting the appropriate data, which
differ considerably in context of money costs, time and other resources at the disposal of
the researcher. Data can be obtained from two important sources-


      Primary Data
      Secondary Data


1. Primary Data-
The primary data are those, which are collected afresh and for the first time, and thus
happen to be in character. Primary data can be collected by various methods i.e.


    Observation
    Interviews
    Schedules
    Questionnaire


Data Collection Method-
To collect primary data I employed Questionnaire for this survey work. I visited
personally to sample units selected by me using stratified sampling methods.
2. Secondary Data-
Secondary data are those data which have already been collected by someone else and
which have already passed through the statistical process. It can be collected through-


    Various Magazines
    Newspaper
    Internet (furniture.co.in)
    Course books of ADMAS
Thus they are second hand in nature.



Data Collection Method-
The source of secondary data for drawing the sample constituted the database of
members of personal contacts and the other sources required for getting the insight about
furniture industry were the various magazines, site of furniture industry and data about
market are available.




LIMITATION OF THE STUDY-

    The first limitation faced was the limited knowledge of the people about furniture
       market.
    The paucity of time was also one of the constraints.
    There is a lot of unawareness and misconception about product (furniture).
    Although the questionnaire was prepared after a pilot– testing but a few points
       could have been missed.
    Due to time constraints, study was restricted only to areas under survey.
    Due to unfamiliarity of certain areas, a couple of student consultants might have
       been missed.
                                 FURNITURE

Furniture is the collective term for the movable objects which may support the human
body (seating furniture and beds), provide storage, or hold objects on horizontal surfaces
above the ground.


Furniture making is an art, which is practiced with consummate skill by the craftsmen of
India. One of the reasons why Indian furniture is held in high regard the world over is its
ethnic flavor and minute craftsmanship. In spite of rapid developments in the tools and
materials used, traditional Indian woodcarvers are still rooted in the ancient style of their
ancestors, and use the simplest of hand instruments while crafting the most exquisite
furniture pieces. It is little wonder that the furniture styles of Barmer, Kashmir,
Saharanpur, Gujarat and the South have earned the appreciation and admiration of people
the world over.


Indian furniture production is worth about US$ 1,700 million. The Indian furniture
market can be defined as "un organized", as 85% of its production is provided by non
industrial companies. Artisan firms are concentrated in the wooden furniture segment
(mainly home furniture), while metal and plastic furniture produced on a medium-large
scale and intended for professional use is provided by the "organized sector". The home
furniture one and a larger percentage of its production are exported. The Indian furniture
industry as a whole employs a total of around 300,000 workers.


The most popular forms of Indian furniture include home and garden furniture, office
furniture, kitchen furniture, bedroom furniture, upholstered furniture, seating, furniture
parts and contract furniture in wood, metal, plastic, cane and bamboo. These furniture
pieces are available in a variety of finishes. Popular items of furniture export are mainly a
large variety of cabinets, cupboards, ethnic settees, beds, partitions, chairs, tables,
frames, boxes and many other decorative articles.
                         INDIAN FURNITURE

Indian furniture is well-known throughout the world for its ethnic flavour. Indian
Furniture is not only steeped in the art and craft tradition but combines with it innovation
and experimentation. The materials which are used in making Indian Furniture include
marble and other stones, metals like bronze, brass, wrought iron etc. Though various
materials are used for making Indian Furniture Indian wooden Furniture continues to
remain the most popular one.

If on one hand Indian Wooden Furniture is hailed for its exquisite craftsmanship and its
rich designs, on the other hand it is also liked and admired for its simplicity. Teak wood,
Rosewood, cane, mahogany, and ebony are some of the woods used to made Indian
wooden furniture. Rajasthani, Gujarati and Kashmiri wooden furniture are among the
most popular ones not only in India but all over the world.

Rajasthani and Gujarati wooden furniture are painted with traditional motifs and designs.
They lend an antique and exotic look to a room. The intricate craftsmanship is not only
pleasing to the eye but combines strength and durability with it. Kashmiri furniture is
made using mainly walnut wood and involves a lot traditional carving and engravings.

Indian wooden furniture is best suited for people who want to combine beauty, tradition
and art in their lives. The variety of furniture available ranges from cabinets, cupboards,
almirahs, to sofa sets, bedroom furniture to exotic swings for the living room and
decorative accessories like wall hangings (jharokas) and picture frames.
               INDIA FURNITURE INDUSTRY
The Indian furniture industry is estimated at around Rs 35,000 crore (Rs 350 billion).
Eighty-five per cent of this falls into the unorganized sector.

      The share of the wooden furniture market is around Rs 60 crore (Rs 600 million).
      The world home furniture market is worth Rs 20,000 crore (Rs 200 billion).
       During the past three years, it grew by 20 per cent a year.
      According to a World Bank study, the organized furniture industry is expected to
       grow by 20 per cent a year and India, Russia and Brazil will witness a boom.
      The range of indigenous furniture available in India includes both residential and
       contract system furniture, with an increased concentration in office and kitchen
       furniture.
      Manufacturers in India generally use a three-tier selling and distribution structure,
       comprising the distributor, wholesaler and retailer.
      India was the biggest furniture importer in 2004-05, with a 17 per cent share in
       furniture imports worldwide. A total of 10,476 importers shipped furniture to
       India during this period.
      The current imports are mainly from Italy, Germany, Spain, China, Korea,
       Malaysia, Indonesia, the Philippines and Japan.
      The furniture market in India is mainly concentrated in A, B and C cities (the top
       589 cities).
      It has been estimated that the top 784 urban centers contribute 41 per cent to the
       total consumer furniture market. A and B type cities together contribute 33 per
       cent of the total market.
               INDIAN WOODEN FURNITURE

In today‟s world and times furniture has become an extension of our physical self, an
expression of our tastes, our likes, our dislikes. Wood, as a medium for making furniture
has gained immense popularity because of its elegance, beauty, strength and durability.
Wood can be easily cut and shaped to meet any which size and shape. Moreover, for its
shock-resistant properties and longevity it has become more favored than the synthetic or
metallic alternatives. The variety of colour, texture and hardness available in wood is
another big advantage.

The demand for wooden furniture has always remained high because of the many
advantages it has over other kinds of furniture. Wooden Furniture now caters to a whole
range of requirements be it home furniture or office furniture.

Teak, Oak and Rosewood are some of the most commonly used wood for making
Furniture. Not only are they all long-lasting but give a touch of elegance and class to the
finished products in a home or an office. Woods like Sesham and Cedar which can be
easily carved are used extensively in handcrafted wooden furniture. Gaining popularity
currently is the Indian Wooden Furniture as it lends an ethnic and exotic look to either a
home or an office. Some of the Indian Furniture is hand painted giving it a touch of
exclusivity and uniqueness. Malaysian wooden furniture too is appreciated all over the
world for its sleek and contemporary lines and designs.

Be it home or office, people want furniture designed for their comfort and also to reflect
their individual styles and tastes.

As Electronic appliance begin to dominate home and office spaces, the requirement to
accommodate them lead to a whole new genre of furniture designs. So furniture designs
are no longer just catering for bedroom or living room but there is a whole wide range
now catering to the Computer room or Study room and even the Kitchen.
        FORMATION OF WOOD FURNITURE

Furniture is a product of artistic design and is considered a form of decorative art. In
addition to furniture‟s functional role, it can serve a symbolic or religious purpose.
Domestic furniture works to create, in conjunction with furnishings such as clocks and
lighting, comfortable and convenient interior spaces. Furniture can be made from many
materials,         including          metal,          plastic,          and         wood.


WOOD
Wood derives from woody plants, notably trees but also shrubs. Wood from the latter is
only produced in small sizes, reducing the diversity of uses. Wood is a hygroscopic,
cellular and anisotropic material. Dry wood is composed of fibers of cellulose (40%–
50%) and hemi cellulose (20%–30%) held together by lignin (25%–30%). Wood is the
xylem tissue of the plant.



USES
Wood has been used by man for millennia for many purposes, being many things to many
people. One of its primary uses is as fuel. It may also be used as a material, for making
artworks, boats, buildings, furniture, ships, tools, weapons, etc. Wood has been an
important construction material since humans began building shelters, and remains in
plentiful use today. Construction wood is commonly known as timber in International
English, and lumber in American English. Wood may be broken down and be made into
chipboard, engineered wood, hardboard, medium-density fiberboard (MDF), oriented
strand board (OSB), paper or used to make other synthetic substances.




FORMATION
A tree increases in diameter by the formation, between the old wood and the inner bark,
of new woody layers which envelop the entire stem, living branches, and roots. Where
there are clear seasons, this can happen in a discrete pattern, leading to what is known as
growth rings, as can be seen on the end of a log. If these seasons are annual these growth
rings are annual rings. Where there is no seasonal difference growth rings are likely to be
absent.


Within a growth ring it may be possible to see two more or less well-defined parts. The
part nearest the centre of the tree is more open textured and almost invariably lighter in
color than that near the outer portion of the ring. The inner portion is formed early in the
season, when growth is comparatively rapid; it is known as early wood or spring wood.
The outer portion is the late wood or summer wood, being produced in the summer. In
white pines there is not much contrast in the different parts of the ring, and as a result the
wood is very uniform in texture and is easy to work. In hard pines, on the other hand, the
late wood is very dense and is deep-colored, presenting a very decided contrast to the
soft, straw-colored early wood. In ring-porous woods each season‟s growth is always
well defined, because the large pores of the spring abut on the denser tissue of the fall
before. In the diffuse-porous woods, the demarcation between rings is not always so clear
and in some cases is almost (if not entirely) invisible to the unaided eye.
               MARKET & OPPORTUNITIES

As of 2006, the Indian furniture market is estimated to be worth US$ 7,922 million. Of
this, wooden furniture accounts for US$ 1,358 million. As with the global market, home
furniture is the largest segment in the Indian furniture market, accounting for about 65
per cent of furniture sales. This is followed by the office furniture segment with a 20 per
cent share and the contract segment, accounting for the remaining 15 per cent.

The office furniture segment appears the most attractive, as it is growing rapidly and also
offers large volumes. It is estimated that the demand for office space in India will grow at
a CAGR of 20 per cent over the next 3-5 years. Apart from the demand for creation of
new office space, the demand for office furniture is also driven by renovation of existing
offices. This segment is also relatively price sensitive and likely to go in for well-known
brands.

The Indian furniture industry is gradually transforming into a more organized and
competitive sector. The entry of global brands in the sector, emergence of large retail
players and the resultant consolidation, are trends that highlight this transformation. The
industry also offers attractive growth options for multinational players looking at entering
the Indian market with imports of furniture into India growing at nearly a 64 per cent
CAGR, there is a strong demand for global products in the Indian market.
        EXPORT & IMPORT OF FURNITURE
Indian Furniture Industry is estimated at around 350 billion rupees. However, about 80%
of the Indian Furniture Industry is in the unorganized sector. According to the World
Bank study, organized furniture industry in India is expected to grow by 20% this year.

Indian Furniture is known for its intricate designs, creativity and craftsmanship.
Handcrafted and hand painted Indian furniture has a niche market abroad and the demand
for Indian wooden furniture is only growing day by day. Indian manufacturers too have
realized the potential of export business and have now started exploring this market.

The table shows imports and exports of wooden furniture-




       Year               Exports (F $)          Imports (F $)        Re- Exports (F $)
       1995                  123,192                704,048                  6,091
       1996                  149,098                328,466                  4,109
       1997                  894,260                969,519                  5,555
       1998                  963,219                1,025,311                6,399
       1999                 5,392,385               7,731,355               29,165
       2000                 10,919,857              8,930,317                8,879
       2001                 5,857,340               4,187,019               29,346




                               1996
                                1997
                               1995
                                 1998
                           2001 1%
                                 0%
                                 1% 1999
                                  4%
                           25%
                                     23%


                              2000
                              46%
                            MARKETING MIX

Marketing mix is the combination of 4 elements (4Ps) which describe the strategic
position of a product in the market place. For developing a marketing mix enables an
organization to materialize the marketing strategy by which the product will be launched
in the market.

Development of the marketing mix starts with the first element of the mix- the „product‟.


      PRODUCT-

Product is anything that satisfies a need or a want and can be offered in an exchange. It
can be a good, service or idea. There are many types of products which come in furniture
industry like- table, chair, sofa, dinning table, bed, stool, drover, TV. Stand, desk etc. So
we can divide this furniture in different categories, such as-

            Home furniture
            Office furniture
            Institute furniture
            Hospital furniture
            Library furniture
            Hospitality furniture
    PRICE-

Price is the value on the „something of value‟ in an exchange. It is more flexible than
other 3 elements. All the elements are based on expenditure and price is based on
revenue. Also, the price should be in harmony with the product like features, benefits,
quality etc of the product, where it will be placed in the market and the promotional
measures to be used for the product.

Before deciding the price the industry should fulfill some objectives-

   1. Profit-Oriented Objectives = to earn maximize profits
   2. Sales-Oriented Objectives = to increase sales volumes by sales promotion
   3. Competitor Objectives = to stabilize prices according to competitor price

Furniture market‟s goal is to offer its customers the very best quality at an outstanding
price and to do so with a personal “family” touch. So for achieving this goal they use
following pricing strategies-


    COST PLUS PROFIT PRICING-

This is the most basic pricing strategy in which price of a product is the cost incurred in
manufacturing (raw material, wood convert in to furniture, polish the furniture etc.) the
product plus the profit margin which industry want to achieve.


    PREMIUM PRICING-
This strategy is used when furniture is unique or made by some exclusive and costly
woods like sag wan, teak and oak. This furniture is good in quality and gives look unique
also.




     DIFFERENTIAL PRICING-

In this type of pricing strategy, different price is charged for the same product. The
pricing is set according to area that where the industries sold furniture. If industry sold
their product in domestic country, so industry charged normal price but at the time of
import the product in another country that time price value is high because of taxes and
transportation cost.


     ECONOMY PRICING-

Low price of furniture are come in this category because these product have no frills
attached and the cost of marketing and manufacturing is also low.


     COMPETITIVE PRICING-

As we know that now a day‟s competition is on market. Many of company come up with
same product. So industry keeps the price according to the competitor product price. An
industry uses this pricing strategy when it needs to gain an edge over its competitors.
    PLACE-

It refers to marketing activities that make products available to consumers at right time
and in a convenient location. The aim of marketers is to reach the maximum number of
customers in the shortest possible time at a reasonable cost. So for this the industry uses
distribution channel strategies. A distribution channel comprises of a chain of
intermediaries through which a product travels from the manufacture to the end user.
There are two types of distribution channels in furniture industry-


   1. DIRECT DISTRIBUTION-

In direct distribution, manufactures sell goods directly to end users. There is no
intermediary between the manufacture and the end user. It is also called the „zero-level‟
distribution channel.

                                      Manufacturer

                                               Online selling

                                        Consumer

This type of distribution is done by internet through online selling. In this a manufacture
directly interacts with the end users/consumers.


   2. INDIRECT DISTRIBUTION-
In this type of distribution, manufacturer distributes goods to end users via a number of
intermediaries. As we know that 85% of furniture industry is unorganized sector and 15%
is organized sector. So the indirect distribution is done through different by the different
sector channels.




                                MARKET STRUCTURE

                                      Indirect Sales




Organized sector                                                      Unorganized sector




Wholesalers

              Importers                                                  Manufactures

                          Retailers




                        Exclusive dealers

Franchisees




Consumer
Indirect distribution is used when a company needs to cover large markets. The
intermediaries help to spread the reach of the manufacture to numerous consumers.




    PROMOTION-

It refers to marketing activities used to communicate positives persuasive information
about organization, its products and its activities. The „promotion‟ element of marketing
mix is developed with the goal of communicating information about a company, a
product or a brand.

In furniture industry promotion is done through-


    ADVERTISING -

It is any paid form of non-personal communication of ideas or products in the mass
media. Advertisements are used to inform people about a product and persuade them to
purchase the product. It is adopted for creating awareness about products among people.
It should be used when a company needs to target a wide audience.

In Indian furniture industry advertising is done by-

1. PRINT MEDIA –

They give advertisement in newspapers and magazines. So that people aware about it.

2. ELECTRONIC MEDIA –
They also give ads on internet. So the people who haven‟t time to read newspaper and
magazines, they see ads on internet while they are doing their work. Sometimes by using
internet they purchase furniture directly, which we called online selling.


    SALES PROMOTION –

Sales promotion is a short-term promotional used by marketers to boost sagging sales of a
product. Marketers use sales promotion when there is a need to increase the sales quickly.




In furniture industry sales promotion is done by-

1. GIFTS-

Some times they give gifts to their middlemen as well as customer also. For increase
encourages of middlemen they give gifts so that they increase the sales and give positive
impact on sales.

They give gifts to customer also so that customer to purchase more quantities. And if
he/she need in future that time they will buy only for that channel.

2. TRADE FAIRS-

For the promotion of their products they used to trade fairs. Because in trade fairs every
class of people are comes. So that they also aware about this product. And at that time
they purchase that product also.

So it is a good exposure for promotion. It is not much expensive also.
                     MAJOR PLAYERS

Godrej & Boyce Manufacturing Co. Ltd
BP Ergo
Furniture Concepts
Featherlite
Furniturewala
Haworth
Zuari
Style Spa
Truzo
N R jasani & Company
Renaissance
V3 Engineers
Millenium Lifestyles
PSL Modular Furniture
Durian
Tangent
Kian
Yantra
   FACTORS THAT INFLUENCE CONSUMER
                           BUYING DECISION

A decision is the selection of an option from two or more alternative choices. For any
industry, the primary objective is to satisfy the needs of the consumers, while maintaining
the quality of the product. To satisfy their needs, it is vital to identify what their needs are
and how they select products that fulfill these needs. The term consumer decision refers
to the decision that consumers display in searching for, purchasing, using, evaluating, and
disposing products and services that they expect will satisfy their needs.

There are two factors that influence consumer buying decision-


1. MARKETING EFFORTS FACTOR-

These are related with marketing mix. These are four types-


1) PRODUCT-

In furniture market its quality, style and design plays a very important role to buy a
product. In present time we have so many qualities and stylish furniture like handicraft
furniture, western furniture or traditional furniture. To day most of the people would like
to purchase western furniture which has less weight and frills attached.

So these are the things which influence the decision of buyer before purchasing the
product.


2) PRICE-

It is most flexible element, which influence the buying decision of consumer. If a person
is lower middle class or middle class, price plays a very important role to purchase the
furniture because this type of people do not have so much money and some wood like
sag- wan is most expensive. So the price of this furniture goes high.


3) CHANNELS OF DISTRIBUTION-

Channels of distribution plays a very important role because if the distributors available
the furniture in time, it affects the buyer‟s decision. In our country furniture is imported
by the foreign countries. If distributors are delayed to send the product, it creates
dissatisfaction. Company sale its product through strong channels, it creates awareness
about products.


4) PROMOTION-

Promotion is the key of marketing, company give their advertisement in newspaper or
magazines. It spreads awareness about new product or the quality of the product.They
also gives free gifts to attract the consumer. And these gifts influence the buying
decision.


2. SOCIO-CULTURAL ENVIRONMENT-

Every society has a unique social structure. It is crucial for a company to understand the
social environment of the market where the product is going to sell. Socio cultural factors
are-
1) FAMILY-

Family plays a very important role to purchase furniture because it is a durable goods and
not an easy to purchase it again and again. Every family member with different age group
want to prefer their particular choice, in that situation a person would try to satisfy
everybody‟s choice.


2) INFORMAL SOURCES-

Our friends, peers, neighbors and relatives give their suggestion to purchase the product.
Their past experience and knowledge about the product also influence the buying
decision.


3) OTHER NON-COMMERCIAL SOURCES-

Consumers get influence through publicity like trade fairs. This is the best way to expose
their products and this exposes influence the buying decision because at that place we are
able to seen so many verities.


4) SOCIAL CLASS-

The social statues give power to purchase a particular product. If a person belongs from
high status he would prefer premium class furniture and his monetary power also him to
purchase such kind of product.


5) SUB-CULTURE AND CULTURE-

Sub culture and culture influence the buying decision of consumer. Most of people
purchase, Jodhpur furniture which is called handicraft furniture, because these furniture
shows the culture and values of India. That‟s why we export this furniture in foreign
market.

But today youth prefer western furniture that‟s why our country imports furniture in large
quantity every year.
                               CONCLUSION

       “Product doesn’t turn up in this world some industries turns them up”.

Indian wood furniture industry is fast moving consumer durables industry and considered
as basic needs. So people can use this product at any time.
                              SUGGESTIONS

1. The advertising must require creating market awareness about furniture industry. They
should give advertising on TV and radio, so that rural people aware about it.

2. Industry should give various sales promotion schemes for retailers & consumers.

3. Industry should take a feed back & solve the problem of retailers & consumers time to
time.

4. The industry should convert in to organized sector.

5. This furniture industry should keep their products in to malls.

6. To gain more popularity among the local masses (population of Kota) events like
seminars and presentations should be organized.

7. They should distribute pamphlets and leaflets among the people.
                       BIBLIOGRAPHY

Marketing Management   -   Course book of ADMAS
Internet               -   www.google.co.in
Website                -   www.furniture.co.in
Visit                  -   visit in outlets, Kota city
Other sources          -   magazines and newspapers
                           QUESTIONNAIRE

Q.1 Which type of furniture prefer consumer most?
a) Wood
b) Plastic
c) Metal
d) Other


Q.2 Why only this product to sales?
a) Better quality
b) Better price
c) Better service
d) All above


Q.3 Which product is more sold in this region?
a) Home furniture
b) Office furniture
c) Institute furniture
d) Hospitality furniture
e) Hospital furniture
Q.4 Does the market share or sell of furniture is affected at the time of occasions like
diwali and navratri?
a) Yes
b) No


Q.5 Does the sell of handicraft furniture (Jodhpur furniture) is more in other countries?
a) Yes
b) No


Q.6 Do you think advertising makes the product popular?
a) Yes
b) No


Q.7 Should the industry provide its middlemen and customer various incentive schemes
or gifts for increase the sales?
a) Yes
b) No


Q.8 Do you provide any sales service?
a) Yes
b) No


Q.9 What is the market share of wooden furniture?
a) 40%
b) 50%
c) 60%
d) 70%


Q.10 Which type of furniture we export more?
a) Wooden furniture
b) Handicraft furniture
c) Plastic furniture
d) Metal furniture




                          APPENDIX

								
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