Study on floor tiles marketing in Madurai city

PROJECT REPORT
Submited in partial fulfillment for the Degree of Bachelor of Commerce
with Computer Applications to the N.M.S.S Vellaichamy Nadar College,
Madurai -19

BY

R. Rajesh

Reg.No. 08173236

Under the guidance of

Mr.A.P. Jeyaram M.Com.,M.phil.,B.Ed., PGDCA

DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS

N.M.S.S VELLAICHAMY NADAR COLLEGE

An autonomous institution, Accredited with B++ by NAAC

As ISO 9001:2002 Certified Institution, Nagamalai

Madurai -19

OCTOBER -2010
Mr.A.P. Jeyaram M.Com.,M.Phil.,B.Ed.,PGDCA
Lecturer,
Department of Commerce with Computer Applications,
N.M.S.S Vellaichamy Nadar College,
Madurai -625 019.

CERTIFICATE

The project report prepared by R. Rajesh under my guidance is

submitted in partial fulfilment for the requirement of the Degree of Bachelor of

Commerce with Computer Applications of the N.M.S.S Vellaichamy Nadar

College. I certify that the work is original and has not formed part of any other

Degree, Diploma, fellowship or other similar title.

(A.P. Jeyaram)

PLACE : MADURAI
DATE :
R. Rajesh,
Reg.No. 08173236,
III B.COM (C.A) “B” SECTION,
Department of Commerce with Computer Applications,
N.M.S.S. Vellaichamy Nadar College,
Madurai-625 019.

STATEMENT BY THE CANDIDATE

I hereby declare that the project report entitled “Study on floor tiles

marketing in Madurai city” submitted for the award of Degree of Bachelor of

Commerce with Computer Applications is my original work and no part of this

report has been submitted for the award of any other Degree,

Diploma, fellowship or other similar titles.

R. Rajesh

INTERNAL EXAMINER EXTERNAL EXAMINER

 ACKNOWLEDGEMENT

First and foremost, I thank our lord Almighty for giving me good health,
strength and knowledge for completing the study.

I am extremely thankful to the principal Dr. G. MARISKUMAR, M.A.,

M.Phil.,Ph.D., of N.M.S.S.V.N College for his encouragement.

I thank Mrs. A. THENMOZHI, M.com.,M.Phil.,PGDCA., Head of the

Department for commerce with Computer Applications of N.M.S.S.V.N.
college and thank Mr.A.P. Jeyaram M.Com., M.Phil.,B.Ed.,PGDCA my
faculty guide for his continuous encouragement to bring out the best of me in
my academic endeavors.

I also extend my thanks to all the STAFF MEMBERS of my department

for their valuable guidance.

I thank my PARENTS and FRIENDS for their support extended to me

for the successful conduct of this project.
 Contents
Chapter-1:
Introduction
About the product
Objectives of study
Limitation of the study

Chapter-2:
Review of literature
Consumer of behaviour
Life style

Chapter-3:
Research methodology
Data collection
Research approach
Sampling plan
Contact method
Chapter-4:

Users survey analysis and interpretation of data

Dealers’ suppliers survey analysis and interpretation of data
Chapter-5:

Conclusion
Appendix

Questionnaire for the users

Questionnaire for the dealers/suppliers
Chapter -1
INTRODUCTION
 ABOUT THE PRODUCT
A member of theories about human behavior illustrate that the basic
needs of all human being are food, shelter, clothing and education. This most
well known theory of motivation is “maslow’s” hierarchy of needs” theory.
Under this theory the physiological needs include hunger, thirst shelter and
other bodily needs, safety needs. Include security and protection from physical
and emotional harm. So people need safe places to live called residential
business and to do business called commercial building and to do public
service called public buildings. In all the about type of building flooring is very
essential. Without completing the flooring work, a building cannot be used. For
paying the floors, tiles are generally used as a building material.

To improve the quality and quantitative aspect of industry of building

materials. It becomes necessary to impose standardization and to make new
innovation in the building materials. With the demand getting more and the
passion of the building material becoming the scarce, it is necessary that be
think of definitely getting away from the conventional method. We must think
in terms of protection system that make use of the Available cheap local
materials. Naturals source materials, or with technical improvement with
minimus cost.

Building construction cost or increasing at over 15% to 20% in each

year. This is primarily due to the increase in cost of basic building material like
stone, bricks, steel, cement, timber, floor tiles etc. the present rate for
constructioin a building at Madurai city various from Rs.300 to Rs.600 per
sq.ft. according to the cost of building materials used in that building.
The following table 1.1 gives the details of various items of work with total cost
of building

Table 1.1

PERCENTAGE OF TOTAL
S.NO DESCRIPTION OF WORK
COST
1 Earth work exacavation and filling 0.5%
2 Concreting in foundation 5%
3 Damp proof course 1%
4 Brick work 34%
5 Rooting 20%
6 Flooring 10%
7 Doors and Windows 16%
8 Plastering and pointing 10%
9 White washing, colour washing, 2%
painting, etc
10 Miscellaneous 1.5%
Total 100%

Note: This cost does not include sanitary and electrical works. And the
require 8% of the total cost of individually.

Hence the cost of floor tiles also make an important role. It marble or
granite tiles are used then the building constructioin cost will automatically
increase but the above floor tiles will give a good look and more value to the
building. Due to the technical advancement the ceramic tiles are also now-a-
days very much used in building floor tiles.
 It is cost is some what higher but it also give a good look to the building
and it is very easy to complete the worki in time. Mosaic tiles are at cheaper
rate and locally manufactured. Generally this type floor tiles is mostly used in
Madurai city.

Following are the floor tiles which are used in building construction.

1. Cement Tiles
2. Mosaic Tiles
3. Wooden Tiles
4. Cuddappah Tiles
5. Marble Tiles
6. Granite Tiles
7. Pvc Tiles
8. Glazed Tiles
9. Ceramic Tiles

In the above, we are going to discuss about the following four types or floor
tiles which are widely in use.

1. Mosaic Tiles
2. Ceramic Tiles
3. Marble Tiles
4. Granity Tiles

1. Mosaic tiles:
This are manufactured by mixing cement, white cement, gand and
metals chips (received from salem and other places) in various proportionate
to have various designs. Required quantity of water is added for easy work
ability and compaction. Hydraulic pressing machine is generally used for
pressing the tiles when manufacturing, then the tiles are properly cured in
water and the dried in sunlight. Now the tiles attain its full strength and ready
for use.
These tiles are fixed over a base flooring concrete and 3 to 5 times
polish work has to be done over the tiles surface to have a smooth finish this
polish work need extra amount and time also. It is locally manufactured and it
is cost is cheaper.

2. Ceramic tiles:
The terms ceramic is used to indicate the potter’s art or articles made by
the potter. It is derived from greek work “karamus’ meaning potter’s earth. For
ceramic tiles clay is made free from any impurity such as grid, pebbles,etc.,
and then it is pressed and converted and fine powered in PVS miles. Then
required quantity of pure water is added to the powered class to have easy
work ability and cohesiveness required quantity and chemical and suitable
colour ingredients are added to give the required design and color. These are
molded in racine, bornt in kiln at a proper compared to other three type of floor
tiles. The latest technology will increase it is appearance by giving various
design and models. Color leads more demand ceramic tiles making company
in India.

3. marble tiles:
Marble tiles are mostly from natural soft rock stones in rajas than. This is
white in color with natural grains in blue, black,brown and green. These are
cut into different sizes for flooring and it requires polishing work for neat finish
and smoothness.

4. Granite tiles:
These are recently developed floor tiles. These tiles are received from
natural hard stones.The cutting and sizing the granite tiles. Itself require most
easily machinery, so its costs more. Since it is hard rock it requires more
polishing up to 15 times. Hence the cost of tiles works but to more then any
other type of floor tiles but when compared to its advantages this tiles give
more benefits.
Generally the floor tiles are giving a good look to the building and it carried the
moving load (live load) in the building also it can resist the see page of water
or any moisture are any insect from the basement soil to the building. So floor
tiles is an important building material for any type of building.

OBJECTIVE OF THE STUDY:

The following are the specific objectives of the study.

1. To find out the market leader in floor tiles.

 2. To determine the market share of various type of floor tiles.

3. To find out the various factors which influence the purchase of floor
tiles?

4. To find out various factor which influence the supplier/dealers?

5. To find out the effect of advertisement floor tiles marketing and the most
effective media for floor tiles advertisements.

LIMITATION OF THE STUDY:

1. This study is restricted to Madurai city only

2. This study is conducted for 4 type of floor tiles namely mosaic tile,
ceramic tiles, marble tiles and granite tiles in residential building only

3. This applicable to a short period only.

Chapter -2
Review of literature

Consumer behaviour
Consumer:
A “consumer” is any one who typically engages in any one are all
of the activities described in wins or disposing of goods and services. The
services of voluntary organization have also been included in this definition,
and users of the services of this organization are also viewed as consumers.
The logic behind this approach is that consumers of free service also engage
in the same kind of decision process and physical activity as consumer of
economic goods and services. A “consumer” is one who actually purchases a
product of service from a particular organization or shop. A consumer is
always defined in terms of is specific product or company.

However the term consumer is a far wider term encompassing not only
the actual buyer or customer but also all its user(ie) consumers there are two
situations when this distinction between consumer and customer may occur.

1. When the service or product free, and

2. When the customer is not the actual user of the product or is only one of
the many users.

For example: When a father is buying a color TV for the family member, the
father is the customer and all the family members are the customers.

The following table 1.2 present one way of classifying the roles that people
can take or in the context of consumer behaviour.

Table 1.2

Some consumer behaviour roles

 Role Description
Initiator The person who determines that some need or
want is not being met.
Influencer The person who intentionally, unintentionally
influences the decision to buy, the actual
purchase.
Buyer The person who actually make the purchase.
User The person who actually uses of consumer the
product.

When a building work is going on the engineer who designed the

building may give an idea to purchase a floor tile in ceramic. The building
contractor or the leas masons convey this matter to the house owner to
purchase the ceramic floor tiles. The house owner may go to the shop and
making the actual purchase of ceramic floor tiles and after fixing the floor tiles
in the building all members in the building are using the ceramic floor tiles.

So the engineer is the initiator, the contractor or head mason is the

influencer, the house owner is the buyer and all the family members building
are users.

So due to the idea of the initiator also the purchase pattern of the
buyer will change, have the buyer’s willingness, economic condition is
favorable situation are also to be considered.

The following are some of the important factors that also affect the consumer
behaviour.

1. External Environment:
1. Cultural Influences
2. Social Group Influences
3. Family Influences
 4. Personal Influences
2. Internal Environment (Individual Determines):
1. Motivation and Involvement
2. Attitudes
3. Personality and Self Concept
4. Learning and Memory

Life style:
 The latest concept of life style pattern may also affect the business of
various goods and services, life style marketing is a process of establishing
relationship between products offered in the market and targeted life style
groups. It involves segmentations the market and targeted life style groups. It
involves segmentations the market on basis of life style dimensions.
Positioning the product in a way that appears the activities, interest and
opinions of the targeted market and under taking specific promotional
campaigns which exploits life style appeals to enhance the market value of the
market value of the offered product.

The marketing dictionary of Rona ostrow and sweet man R. smith

describes life style as “A distinctive mode of behavious centered around
activities, interest, opinions,attitudes, and demographic. Characteristics
distinguishing one segment of population from another. A consumer life style
is seen as the some of his interaction with his environment life style studies
are a component of the border behavioral concept called psychographics”.

Life style is an integrated system of a person’s attitudes, values, interests,

opinions, and his over behaviour.

CHRACTERISTICS OF LIFE STYLE

Feldman and their bar describe lifestyle by the following
characteristics.
 1. Life style is a group phenomenon:
A person’s life style bears the influences of his /her participation in
social groups and of his /her relationship withothers. Two clerks in the same
office may exhibit different life style.

2. Life style per vades various aspects of life:

An individual’s life style may result in certain consistency of

behavior knowing a person conduct in one aspect of life may enable as to
predict how he/she may behave in other areas.

3. Life style implies a central life interest:

For every individual there are many central life interest like family,
work, leisure, sexual exploits, religion, politics, etc. That may fashion his
interaction with the environment.

4. Life style very according to sociologically relevant variables:

The rate of social charge in a society has a great deal to do with

variation
In life styles, so do age, sex, religion, ethnicity and social class. The
increase the number of double income familes and that of working woman
have resulted in completely different life styles in the 1980’s in India. When
goods and services available in the market are in tune with life style pattern
and values, consumer market reaction is favorable.

According to the above life style concept a particular group of people

may like granite flooring to their house, some people like marble flooring some
other people like ceramic tiles flooring and other people like a mosaic tiles
flooring. In our study we try to analyses which type of floor tiles is actually
having more market in Madurai city considering the entire above factory.
Chapter-3
RESEARCH METHODOLOGY

Data collection:
In general data at hand or inadequate, and hence it becomes
necessary to collect data that are appropriate. There are several ways of
collecting the appropriate data which differ considerably in context of money
costs, Time and other resource. Collection of data is very vital and important
for any research study. Hence the source of data are of two types.
1. Primary data
2. Secondary data
Primary data collection is essential for an effective approach
towards the study concerned.
Types of information required for the study were thoroughly
determined, together primary data.

Research approach:
Primary data can be collected either through experiment or
through survey. Second data can be collected from the previous reports. By
experiments the researcher can observe some quantitative measurements, or
the data with the help of which the examines the truth. But in the case of the
survey, data can be collected by any one of the following methods.

1. Observation
2. Personal interviews
3. Telephone interviews
4. Questioner and
5. Schedules

Hence survey research methods by questionnaire way found most

appropriate and adopted. This questionnaire is also a most common
instrument employed in the collection on primary data. Questionnaire contain
a set of questions which are required to collect information from the
respondents.

Sampling plan:
Sampling plan consists of three basics information
1. Sampling unit
 2. Sampling size
3. Sampling procedure
in this study sampling unit is the users and dealers/suppliers of
floor tiles.
Sample size represent the number of respondents. Who are
to be surveyed. In this study 50 users and 25 dealers/suppliers in
Madurai city were selected.
Sampling procedure is the process of choosing the
respondents for the sampling unit. Sampling and convenience for
both researcher and respondents had been adopted to select and
collect the samples required.

Contact method:
There are three way of contact followed for collection of
samples.
1. Telephone
2. Mail
3. Personal
Personal contact method was hand to be more suitable, and the same has
been followed.
Chapter -4
 USERS SURVEY

Analysis and interpretation of data:

The total number of users are 50 and the sample break is made on the
experience and the category of users.
Experience and occupation of users:
 Table 3.1

Experience Total
Occupation
Less than More than
5-10 no percentage
5 years 10 years
10
contractors 2 5 3 10 10%

15 masons 2 8 2 15 15%

25 house
Owner 7 10 8 25 25%

Total 14 23 13 50 50%

The above table 3.1 clearly show the sample size classification.
Above 20% of the sample are contractors, 15% are masons, and
remaining 25% are house owners.
Out of 10 contractors 2 are having less than 5 years experience, 5
are having 5-10 years experience and remains 3 are having more than 10
years experience.
Out of 15 masons 5 are having less than 5 years experience, 8 are
having 5-10 years experience and remains 2 are having more than 10 years
experience.
Out of 25 house owners 7 are having less than 5 years
experience, 10 are having 5-10 years experience and remains 8 are having
more than 10 years experience.

Categories Contractors Masons House owner Total

Type of Nos % Nos % Nos % Nos %
 tiles
Mosaic
2 25% 3 10% 4 8% 9 9%
tiles
Ceramic
5 10% 7 23% 15 30% 27 27%
tiles
Marble
1 3% 2 7% 3 6% 6 6%
tiles
Granite
2 12% 3 10% 3 6% 8 8%
tiles
Total 10 50% 15 50% 25 50% 50 50%

Total reveal that of contractors group about 25% are using mosaic tiles
and 10% of are using ceramic tiles.
In the mason group about 10% are using mosaic tiles and 23% are using
ceramic tiles.
Among the house owner about 8% are using mosaic tiles and 30% are
using ceramic tiles.
It can be seen from the about the table 3.2 mosaic tiles market share is
9% ceramic tiles marker share is 27%, marble tiles market share is 6% and
granite market share is only 8%
The users where asked about the reasons for preferring the particulars
type of tiles. Each users cited more than one reasons for the preference.
 30%
25%
20% MOSAIC
15% CERAMIC
MARBLE
10% GRANITE
5%
0%
Ist Qtr

The following table 3.3 indicates the reasons for preferring the particular type
of floor tiles.
Reason for preference
Table 3.3
Easy More
Types of tiles Strength Low price
availablilty attractive

Mosaic tiles 3 10 3 8

Ceramic tiles 6 30 15 10

Marble tiles 1 5 2 5

Granite tiles -- 5 -- 7

Total 10 50 20 30

The user cited more than one reason for their preference. So, the
total in the table exceeds more than the total sample size.
50 users prefer the particular type of tiles for the low price. 30 users
mentioned more attractive, 20 users mentioned easy availability, 10 users city
strength the tiles.
 Out of 24 users mosaic floor tiles 10 user mentioned the low prize
of the tile as the reason for the preference. 3 maintained, easy availability
strength and 8 mentioned the more attractive.

Out of 61 user’s cetamic tiles, all the 30 user mentioned the low
price, and 15 users mentioned the easy availability also.

Out of 13 user’s marble tiles, 5 are user mentioned the more

attraction, 5 for the low price, and 2 for more easy availability and strength 1.

Out of 12 user’s granite tiles, all the 7 are mentioned the more
attraction and 5 user mentioned the low price.

Size of floor tiles

Size of floor tiles available in the market for various type of floor
tiles.
 Table 3.4

S.no Type of floor tiles Available size

1 Mosaic tiles 20cm*20cm
25cm*25cm
30cm*30cm
20cm*10cm
30cm*15cm
2 Ceramic tiles
A. Spartek 20cm*20cm
30cm*30cm
20cm*10cm

b. regency 20cm*20cm
20.3cm*30.45cm
30cm*30cm
30.45cm*40.6cm
20cm*10cm
c. sumany
20cm*20cm
25.3cm*20.2cm
33.3cm*33.3cm
20cm*10cm

3 Marble tiles All sizes are available

with a maximum of
90cm*180cm
4 Granite tiles All sizes are available
with a maximum of
20cm*180cm
USER’S PREFERENCE FOR SIZE

Table 3.5
 No of Total no
s.no Type of tiles Size Percentage
users of users
30cm*30cm 5
1 Mosaic tiles 12 12%
25cm*25cm 7
Ceramic tiles 30cm*30cm 15
2 25 25%
20cm*20cm 10
Marble tiles 60cm*90cm 5 9 9%
90cm*180cm 4
3 Or big size
available in the
market
Granite tiles 90cm*180cm or
big size
4 4 4 4%
available in the
market
Total 50 50 50%

From the above table 3.5 it can be seen that out of 12 mosaic tiles users
5 users like 30cm*30cm size and the remaining 7 users like 25cm*25cm size
tiles.

In ceramic tiles among the 25 users 15 of then prefer 30cm*30cm tiles

and the remaining 10 users prefer 20cm*20cm size tiles.

In marble tiles from the 9 users 5 of then prefer 60cm*90cm size and the
remaining 4 users prefer 90cm*180cm size or big size available in the market.

In granite tiles users all the 4 users prefer the 90cm*180cm size of big
size available in the market.

Ranking of various types of floor tiles according of their

Properties:

A. BASED ON STRENGTH

Strength:
A good quality floor tiles should have more strength to with
stand the live load, etc.,

The normal strength in compression is about 300kg/cm

Table 3.6

Type of tiles Points Rank

108 III
Mosaic tiles

Ceramic tiles 100 IV

Marble tiles 156 II

Granite tiles 636 I

Total 1000

The weighted scale was used to find out how the users rank the
strength of different type of floor tiles. The floor tiles that was ranked first was
given 4 points. The second position was given 3 points. Third and fourth
positions were given 2 and 1 points respectively.

From the above table 3.6 it can be seen that the granite tiles
scored 636 points for its higher strength.
Ranking of various type of floor tiles

BASED ON STRENGTH

700

600

500

400 GRANITE
CERAMIC
300 MARBLE
MOSAIC
200

100

0
Ist Qtr Ist Qtr Ist Qtr Ist Qtr

B. WATER ABSORPTION:

For a good avidity of tiles the water absorption should be as

minimum as possible is advisable. Normally it should be less than 5% of
the total weight of the tiles.

Ranking of various type of floor tiles based on water absorption

property:

Table 3.7

Type of tiles Points Rank

132 IV
Mosaic tiles

Ceramic tiles 212 II

Marble tiles 144 III

Granite tiles 512 I

Total 1000

A weighted scale was used to rank the different type of floor tiles.
Granite tiles get the I’st rank with total weighted score of 512. Ceramic tiles
in the II’nd rank with total score 212 where the marble tiles get the 111’rd
rank with a total score of 132 points.

Ranking of various type of floor tiles:

Based on water absorption:

600

500

400
GRANITE
300 CERAMIC
MARBLE
200 MOSAIC

100

0
Ist Qtr 2nd Qtr 3rdQtr 4th Qtr

C. CHEMICAL RESISTANCE:

For a good quality of floor tiles the chemical resistance should be

minimum. It should not reach with chemical substances.

The following table gives the ranking of different type of floor tiles
based on the property of chemical resistance.
 Table 3.8

Type of tiles Points Rank

100 IV
Mosaic tiles

Ceramic tiles 178 II

Marble tiles 176 III

Granite tiles 548 I

Total 1000

Ranking of different brands of cement was made using a weighted

scale.

It can be seen from the above table 3.8 that the granite tiles are in
Ist rank with 546 points. And cermic tiles are in the IIrd rank with 178
points. Marble tiles are in IIIrd rank with 176 points and lastly IVth rank
goes to mosaic tiles with a minimum of 100 points.

Ranking of various type of floor tiles:

Based on chemical resistance

600

500

400
GRANITE
300 CERAMIC
MARBLE
200 MOSAIC

100

0
Ist Qtr 2nd Qtr 3rdQtr 4th Qtr
 D. SCRATCH HARNESS:

For a good quality of floor tiles the scratch hardness should be

more, when a floor tiles is scratch. With other material, there should not
be any scratch mark on the tile. The floor tiles should be highly scratch
resistant.

Table 3.9

Type of tiles Points Rank

100 IV
Mosaic tiles

Ceramic tiles 214 II

Marble tiles 185 III

Granite tiles 501 I

Total 1000

From the above table 3.9 we can see that scratch, Hardness
for granite tiles is in first rank and score 501 points to that ceramic tiles
is 214 points and in second position, while the marble tiles get the third
position by scoring 185 points and the mosaic tiles in the last rank by
getting 100 points.

Ranking of various type of floor tiles:

Based on scratch hardness

600

500

400
GRANITE
300 CERAMIC
MARBLE
200 MOSAIC

100

0
Ist Qtr 2nd Qtr 3rdQtr 4th Qtr
 E. EASY WORKABILITY

For floor tiles it we workability is easy then the total cost of flooring
becomes to less. So easy workability is an advantage for the floor tile
marketing.

Table 3.10

Type of tiles Points Rank

237 II
Mosaic tiles

Ceramic tiles 459 I

Marble tiles 137 IV

Granite tiles 167 III

Total 1000
From the above table it is evident that the ceramic tiles are in Ist
rank by setting 459 points for easy workability, mosaic tiles are in IInd rank
scoring 237 points.

Granite tiles are in III rank with 167 points and marble tiles are in III rank
with 167 points and marble tiles are in IV th rank with 137 points.

Ranking of various type of floor tiles:

Based on Easy workability

500
400
GRANITE
300
CERAMIC
200 MARBLE
MOSAIC
100
0
Ist Qtr
 F. PRICE

Price is the major factor factor that influence the buyer while buying the
floor tiles while constructry the residential building about 10% of the total
cost of the building required for the floor tiles. So all the buildings are
giving more important to the price details for various type of floor tiles.

Considering a maximum size of 30cm*60cm

Table 3.11

Type of tiles Price/per sq.ft

Rs. 20
Mosaic tiles

Ceramic tiles Rs.40

Marble tiles Rs. 50

Granite tiles Rs. 100

The users were asked about the price of various type of floor tiles.
Many of the users preferred the mosaic tiles because of its low price from
the above table it is clear that the price of mosaic tile is Rs. 20sq.ft.

Price difference in various type of floor tiles:

100
80
GRANITE
60
CERAMIC
40 MARBLE
20 MOSAIC

0
Ist Qtr
 Granite at same size is Rs. 100/- sq.ft.more than the mosaic tile price.
So this type of costly floor tiles are used only in the very high income group
people’s residence.

G. CREDIT FACILITY

The following table study the credit facility extended to the users.

Credit facility for various type of floor tiles.

Table 3.12

Type of tiles Credit period

One weak
Mosaic tiles

Ceramic tiles One weak

Marble tiles No credit

Granite tiles No credit

Mosaic tiles and ceramic tiles are given one weaki credit peiod
where as marble and granite tiles are not given and credit supply.

H. AVAILABILITY

Users were enquired about the availability of four type of floor tiles.

Availabililty of floor tiles

Table 3.13

Response Number Percentage

Available 93 93%
Not available 7 7%
Total 100 100%
 From the above table 3.13 it can be seent that 93% of the total samples
replied that all the four type of floor tiles are available at market.Balance
10% felt that some times the required quantity of smaller size marble tiles
are not available in the market readily.

The expressed their view that ceramic tiles have well established dealer
and is easily available throuth out the year. Similarly the mosaic tiles, are
also easily available since there are so many small scale mosaic industries
at Madurai city.

Availability of floor tiles:

Available
Not Available

E. WORKING PERIOD

Users were asked about the preference for completing the work in short
time by using various type of floor tiles.

The following table 3.14 shows the details.

 Table 3.14

Type of floor tiles Less working period

no Percentage
2 2%
Mosaic tiles

Ceramic tiles 38 38%

Marble tiles 1 1%

Granite tiles 9 9%

Total 50 50%

From the above table 3.14 we can see that ceramic tiles are very much
useful to complete the flooring work in short time. The next place goes to
granite tiles. Since these are available with ready polished surface and
there is no further polishing work is necessary after fixing.

But any how this type of floor tiles required skilled labour, accuracy in
measurements, proper care in fixing, etc, so it will take some more fine
than ceramic tiles.

40

35

30

25
CERAMIC
20 GRANITE
MOSAIC
15 MARBLE

10

0
Ist Qtr
 J. ADVERTISEMENT

Advertisement is an important factor for every business. While

conducting the survey it was found that the respondents mostly liked the
ceramic tiles advertisements in magazine and television, further future, the
respondent’s preference are given in the following table.

Table 3.15

Advertisement media Respondent

No Percentage
Television 46 46%
Radio 3 3%
News paper 5 5%
Magazines 18 18%
Cinema slides 14 14%
Postage 2 2%
Complementary 2 2%
Personal settings 10 10%

The above table 3.15 reveals that 46% of respondents preferred

television media, 18% of them prefer magazines 14% of them prefer cinema
slides, 10% of them prefer personal settings, 5% of them prefer newspaper,
3% of them prefer Radio, 2% of them prefer posters and other 2% of them
prefer complements as the effective media for them Media preference.
 For floor tiles advertisements by users

Series 1
50
45
40
35
30 Series 1
25
20
15
10
5
0
1 2 3 4 5 6 7 8 9
DEALERS / SUPPLIERS SURVEY
Analysis and inter petition of data

Following table 4.2 giving dealer/supplier classification.

Table 4.1

Dealers / supplier classification

Classification Respondents
No Percentage
A. Exclusive dealers

Mosaic tiles 10 40%

Ceramic tiles 2 8%
Marble tiles 5 20%
Granite tiles 1 4%
B. Dealers dealing with 7 28%
more type of tiles 25 100%

From the above 72% of he respondents were exclusive dealers for

various type of floor tiles and 28% of the respondents were more than are
brand.

Factors considered by the dealers:

The respondents were asked to give the various factors they are
considered for selecting the particular type of floor tiles. Table 4.2 gives clear
tiles.
 Table 4.2

S.no Factors
1 Profit
2 Commission
3 Credit supply
4 Consumer preference
5 Packaging
6 Mode of payment
7 Advertisement

1) Profit: Dealers supplier gave the belief that all the floor tiles
marketing are given profit in all the four type of floor tiles, granite tiles
marketing give more profit, but it requires heavy investment and risk.
So when the risk is high the profits are also high.
2) Commission: Dealers have the opinion that the ceramic tiles are
giving more commission. Granite tiles and marble tiles are giving
commission next to ceramic tiles they also have the opinion that since
the mosaic tiles are locally manufactured it won’t give any
commission to the dealers/suppliers. If any one mosaic tiles industry
is giving commission then automatically the price will increase or the
quantity of tile will decrease. So due to the heavy competition the
above factors will affect the sales.
3) Credit supply: Dealers have the opinion that the mosaic and ceramic
tiles are giving credit supply, granites and marble tiles are not giving
any credit supply.

The following table 4.3 shows the credit details.

 Table 4.3

S.no Types of tiles Credit per days

1 Mosaic tiles 15 days
2 Ceramic tiles 15 days
3 Marble tiles No credit
4 Granite tiles No credit

4. Consumer preference: most of the dealers/suppliers felt that the

mosaic tiles are mostly preferred by the consumer due to its low price.
5. Packaging: most of the dealers wanted to have the packaging material
for ceramic tiles only the present paper board box is accepted by some
dealers, but most of them like the PUC box packaging. Since it can
minimize the damages.
6. Mode of payment: most of the suppliers of dealers prefer to have the
payment in DD or by cheque.
7. Advertisement: the dealers/suppliers were asked about the
advertisement for floor tiles all of them are liking the advertisement given
by ceramic tiles.

The following table 4.4 indicated the media preference by the

dealers/suppliers for floor tiles advertisement.
 Table 4.4

Media preference for floor tiles advertisement by the

dealers/suppliers

Advertisement media Percentage Respondent

Television 20 20%
Radio 3 3%
Newspaper 5 5%
Magazine 5 5%
Complement 2 2%
Cinema slides 7 7%
Personal setting 8 8%
Total 50 50%

The above table 4.4 gives the details that television media is
preferred by 20% of the respondents. 5% of the respondents preferred
magazines. 8% of them preferred personal setting. 7% of them preferred
cinema slides. Radio, newspaper and complements are liked by each 4% of
the respondent.

Media preference for floor tiles advertisement by the

dealers/suppliers

20
18
16
14 TELEVISION
12 PERSONAL SETTINGS
CINEMA SLIDES
10
NEWS PAPER
8 MAGAZINE
6 RADIO
COMPLEMENTS
4
2
0
Ist Qtr
Chapter -5
CONCLUSION
1. Madurai is a city. So costlier tiles will move faster.
2. Fluctuations in prices during peak season should be avoided.
3. Credit supply should be given the dealers/suppliers and users.
4. Television and cable TV are the best media for advertisement and
hence frequent.
5. When the size of the granities of marble stone increases the price, will
also increases. So small size granite & marble tiles at normal price, are
mostly liked by all peoples. Therefore sufficient quantity of small size
granite and marble tiles should be available in the market.
6. The many of rich people have mostly using in ceramic tiles.
7. Exporting of granite stones to foreign countries increases the local price
of granite tiles. All type of granite stones is available in India. Even
around Madurai we can set four different types of granite stones. So our
government should make necessary action. To improve the granite
industry to supply sufficient of floor tiles to our local needs at a normal
price.
8. White cement is an important raw material for mosaic industry and
ceramic industry. Now a day the demand for white cement is very high.
The price of bag of white cement goes up to Rs. 600 go the government
should take necessary action for easy availability of white cement with
normal rate.
 Appendix
Questionnaire for the users
Floor tiles
Name of the users :

Address :

Occupation :

Experience in the field:

Which type of floor

1) Which type of floor tiles are using?

a) Mosaic tiles b) ceramic tiles

c) Marble tiles d) granite tiles

2) How long you are using it?

b) Within 5 years b) 5-10 years

c) 10-20 years d) more than 20 years

3) State the reasons for preference of this type of floor tiles?

c) Strength b) low price

c) Easy availability d) other (specify)

4) What size you prefer?

d) 20cm*20cm b) 25cm*25cm c) 30cm*30cm

d) 10cm*10cm e) 15cm*15cm f) any other (specify)

5) Rank different types of floor tiles according to their properties?

Easy
Water Chemical Scratch other
Strengt
Type of the tiles absorptio resistanc hardnes work
h
n e s (specify
) ability
1) Mosaic
tiles
 2) Ceramic
tiles
3) Marble
tiles
4) Granite
tiles

6) Do you like plain colour tiles or design colour tiles or

natural design tiles? :

7) What is the price of the floor tiles you are using now? :

8) What is your opinion about the price? :

9) Do you set any discount? :

10) If yes which types of tiles give more discounts? :

a) Mosaic tiles b) Ceramic tiles
c) Marble tiles d) Granite tiles

11) Do you get any credit supply? : Yes/no

12) Which tiles gives more credit?

Mosaic / ceramic / Marble / granite

13) Which type of tiles is easily available at credit?

a) Mosaic tiles b) Ceramic tiles
c) Marble tiles d) Granite tiles

14) Do you get all the above four type of tiles regularly
 in the market? : yes/no

15) Which type of tiles is more useful to complete the work

in short time?

a) Mosaic tiles b) Ceramic tiles

c) Marble tiles d) Granite tiles

16) Do you get any other service from the supplier other than
Credit/discount (specify) :

17) Did you see floor tiles advertisements : yes/no

18) If yes in which media?

a) Televison b) Radio
c) News paper d) Magazines
e) Cinema slides f) Other specify

19) Which floor tiles for advertisements attracts you very much?

a) Mosaic tiles b) Ceramic tiles

c) Marble tiles d) Granite tiles

20) Which media is more effective for tiles advertisements?

a) Televison b) Radio
c) News paper d) Magazines
e) Cinema slides f) Other specify

Questionnaire for dealers / suppliers

1) Name of the dealer :
2) Address :
3) Education qualification :
4) Age :
a) Below 20 b) 30 to 40

c) 40 to 50 d) Above 50

5) Religion : Hindu/Muslim/Christian/Others

6) Dealers/suppliers : Whole sale

Retail

Both

7) How long you have been doing this job?

Which in 5 year / 5to 10 year / Above 10 year

8) Which type of floor tiles are sold by you?

a) Mosaic tiles b) Ceramic tiles

c) Marble tiles d) Granite tiles

9) Which kind of tiles is a mostly sale in a month?

a) Mosaic tiles b) Ceramic tiles

c) Marble tiles d) Granite tiles

10) Do you think that the floor tile trade is profitable : yes/no

11) Is this your main job or supporting one :yes/no

12) Are you satisfied with the commission give by the tiles
 Company : yes/no

13) Which tiles company is giving more commission? :

a) Mosaic tiles b) Ceramic tiles

c) Marble tiles d) Granite tiles

14) Why do you dear with a particular type of floor tiles?

Rank with order of preference :

a) High commission
b) Preferred by consumer
c) Low commissions but preferred by consumer
d) Others

15) What type of tiles are preferred by the consumers?

In order please :

a) Mosaic tiles
b) Ceramic tiles
c) Marble tiles
d) Granite tiles

16) Credit period from various floor tiles you are setting?

s.no Type of Credit Period Commission Price

tiles
1) Mosaic
tiles
2) Ceramic
tiles
3) Marble
tiles
4) Granite
tiles

17) Do you like packaging of tiles? : yes/no

18) If yes, which type? :

a) in paper board box

b) in pvc box
c) in wooden box
d) Other types (specify)

19) Mention the made of payment for the various type of tiles you are
dealing?

s.no Type
Mode of payment

1) Mosaic
2) Ceramic
3) Marble
4) Granite

20) Did you see floor tile advertisements? : yes/no

21) If yes which floor tiles advertisements attracts you very much?
a) Mosaic tiles b) Ceramic tiles
c) Marble tiles d) Granite tiles

22) Which media is more effective for floor this advertisements? :

a) Televison b) Radio
c) News paper d) Magazines
e) Cinema slides f) Posters
g) Complements h) other specify