CHAPTER- I

RESEARCH DESIGN

1
1.1 Statement of the problem

The current study focuses on the analysis of consumer Behavior towards

Nalapad Furniture and hence this study can be entitled as a “A Study on the
Behavioral Intention towards Nalapad Furniture, Kasaragod, Kerala.”

1.2 Need for the study:

Modern world is dynamic. The taste and preference of the customers are
different and are changing day by day. With the growth of technology and high
educational background, the people are in need of new and innovative product from
the market. Hence, it is important to know and study the behavioral characteristics of
customers in the dynamic environment.

1.3 Aim of the study:

The aim of this study is to identify various factors that influence the
consumers’ behavior in purchasing products and services. It also aims at the study of
organizational characteristics which influence the consumer behavior.

1.4 Objectives of the study

The primary objective of this study is to identify attributes that influence

customer satisfaction and determine their relationships with customer satisfaction.
The variables included in this research are Product quality and price, service quality
as independent variables and customer satisfaction as the dependent variable. Some of
the other objectives are;

 To analyze the satisfaction of customers

 To evaluate the changing needs of customers.
 To briefly study about major brands in furniture.

2
  To identify the company’s challenges and opportunities for satisfying the
customer needs.
 To analyze the consumers tendency and requirements living under different
economic status.
 To study about the production and processing of furniture products.

1.5 Methodology of the study

The task of data collection begins after a research problem has been defined
and research plan prepared. For the preparation of this project, data has been collected
through both primary and secondary sources.
The Primary data are those which are collected afresh and for the first time,
and thus happen to be original in character. It has been collected through personal
interviews with office personnel and various consumers.
The Secondary data, on the other hand, are those which have already been
collected by someone else and which have already been passed through the statistical
process. It has been collected through magazines, news paper, internet, and company
records.

Sampling Design:
A sample design is the definite plan for obtaining the sample from a given
population. It refers to the technique or procedure the researcher would adopt in
selecting items for the sample.

Sampling size:
It refers to the number of items to be selected from the universe to constitute a
sample. For this project work fifty (50) samples of Nalapad furniture customers were
selected.

Sampling Method:
For the preparation of this project non-probability sampling method is to be
used. In this type of sampling items of the sample are selected deliberately by the
researcher.
3
1.6 Scope of the study:

This study focus attention on the following areas:-

 Importance of furniture industry.
 Consumers’ behavioral intention towards the firm.
 Steps in production process of furniture.
 Technique of achieving various marketing strategies.
 Importance Foreign furniture in the modern Era
 Interest of consumers from different economic status.
 Using various types of tools & well equipped machineries.
 Quality in production.
 By considering the performance of the dealer and behavior of consumers.

1.7 Limitations

1 The project is a part of academic project for BBM course. It is a short

period of time, which was not enough to arrive at a conclusion.
2 It does not provide details about all managerial functions.
3 Busy time schedule.
4 Personal bias.
5 The required information was collected through questionnaire method and
any limitation relevant to the method is applicable.

1.8 Review of Literature:

Nalapad Furniture has been named after providing supreme quality and
elegance furniture since 1985. The company has a wide coverage of satisfied
customers in Kerala and Karnataka. The company has been keeping class and
excellence in sales as well as service. The company has a high skill and quality in
house designing and furnishing. The company’s commitment to being the best
furniture company in the industry continuous to drive improvements in all the phases
of operation, with customer’s complete satisfaction in mind.

4
 In the account of previous studies, it seemed that the growth of the company
has been increasing highly in the recent years. The company with their wide range of
stylish products has been able to attract a stream of customers from all the classes of
society. The company has good capacity to retain its customers by keeping good
relationship with them. It says that the company does not give much preference to the
promotional activities in the past, word of mouth among the public is the key factor
for the success of the company.
It also seemed that the company opened showrooms at various places for
attracting the maximum customers and speeding their marketing of exclusive
products. The company maintain constituency at each step starting from the designing
phase, procurement phase, to the final sales and after sales service phase. It found that
the company has well settled with modern equipments and tools for designing and
making furniture.
It viewed that there was no competition at the beginning but later on
competition arises due to the arrival of new companies. In fact the legendary quality
and superior finishing products differentiated the company from others. It says that
the company’s product demanding more at festival times and was struggling to meet
the seasonal demands. It also says the company had one in building up a good image
among the public at large.
It is found that the company’s new dimensions in products and excellence in
service are the main reason for attracting new customers. The company has been
keeping good relationship with its employees as well as customers. While comparing
the current performance of the company, it is clear that the company has been
growing even more through maintaining excellence in productivity and after sale
service.
Nalapad Furniture is the only one firm which provides plenty of brands under
single roof in the locality. The company continuously strives to provide the best
product in the best price accompanied by the best service available in the market.
“The modern customers are mainly looking for the legendary quality and elegance
furniture made the cost nothing”

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 CHAPTER –II

INDUSTRY PROFILE

6
2.1 Introduction

Furniture in fashion has been a part of the human experience since the
development of non-nomadic cultures. India is a land of wonderful and marvelous
artistic work of wood which is being appreciated worldwide. The rich Indian
handicraft and beautiful traditional attributes of art and design have established a
reputation of Indian Furniture Industry in the nation and worldwide to be appreciated
by people. There are exceptional designs, rich, compact, and luxurious trends and, not
the least, the supreme quality have given elegance to the furniture segment in the
traditional as well as modern aspect.
The furniture industry in India is considered as a “non-organized” sector; with
handicraft production accounts for abound 85 % of furniture production in India. The
furniture sector in India only makes a marginal contribution to the formation in GDP,
representing just a small percentage (about 0.5 %) India is a country which abounds in
trees. Easy access to wood had always provided sufficient material required for wood
craft. Because of that reason the wood working industry has flourished in India since
ancient time. Since the historical time, wood has been integral part of India’s cultural
life, art and craft. The ecquisite collection of handsome wood work in India reflects
the ethnic diversity and rich cultural heritage in India.
The Indian furniture industry covers the entire gamut of activities, from
sourcing, manufacturing and distribution, to sales and after sales. In the Indian
context, players are actively engaged in each of these activities. Various types of raw
materials are used for furniture making in India. The key raw materials include wood,
metal and plastic, with bamboo and cane also being used in some cases. Wood
accounts for nearly 65 per cent of all furniture made in India. This includes several
types of indigenous wood, as well as imported wood. India imports wood from
various South East Asian countries such as Indonesia, Malaysia and Myanmar. It also
imports MDF (Medium Density Fiberboard) boards from Europe.

2.2 Furniture Manufacturing

Furniture has existed throughout history for many reasons. Obviously, the first
is that of function and practically, chairs were designed to sat upon; tables and stands
for putting things on; bends and couches to rest upon; chest and wardrobes to store

7
things on. Historiance content that furniture also played a very important role in
indicating ones social status. Comfort and practicality often took a backseat to form
and beauty. Only within the last century has technology had a drastic effect on
furniture making techniques and even materials than ever before. Everyone has their
favorite piece of furniture. The choice may be inspired by form, function, comfort,
craftsmanship, price tag or basis for customer’s appreciation of furniture.
Furniture manufacturing is driven by the designs chosen, the inputs which
come from in-house designers and market feedback. Manufacturers consider several
aspects related to the customer such as demography, lifestyle, motivation and
aspiration, needs and preferences, raw material (type, quantity and availability) and
internal capability(expertise, quantity and availability of labor, production process
complexity and delivery time) for developing different designs, which in turn,
determine the furniture’s functionality, look and feel and value.

2.3 Industry Structure:

Chart No. 2.2.a
Industrial Structure of Wood Processing

Forest

Wood logs, wood

Saw Mills
`
Wood Processors

Furniture Products  Experts

 Furniture
firms/Shops
Products
 Retail/Whole

Source: Company Records

8
2.4 Processing (Raw Materials to Finished goods)

1) Cutting woods in the forest by different saw mill agencies.

2) Transformation into wood logs.
3) Sawing of trunks in saw mills and transformation into Planks.
4) Upon demand the planks are dried either naturally / artificially.
5) Production of wood commodities by wood processors and construction
companies.
6) Production of goods like office and home furniturs.

2.4a Exploitation of Forest

Companies that deal with forest tree falling run their business activities in
areas defined for exploitation by ministry of forestry then transform the trunks into
logs and transform them to saw mills.
Normally these companies work in all seasons throughout the year except in
heavy rainy season when transportation facilities fail. Forest specialists recommend
winter season as the best season for forestry.

2.4b Saw Mills

Transformation of logs into planks and processing companies that saw logs
and transform them into planks are located mainly at the national and local roads
close to forest areas. About 80% of planks produced from saw mills are delivered for
the domestic markets and only 20% are exported.

2.4c Wood Processors

The main products produced by wood processing companies are serving ready
elements for chairs, table, furniture doors, windows, etc. and waiting elements for
floors and ceiling

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2.4d Furniture Production

Finally the processing will become various Furniture products producing by

the carpenters in the industry. Furniture produced falls into two broad categories,
depending on the end user; domestic furniture meant for home use and commercial
furniture meant for the office and hospitality sectors.

2.5 Political Issues

The industries policies have been focused mainly in forest area and
have been considered in harmony with other sectors of countries economy.

 Recognition of ownership of forest

 Protection and conservation of integrity of forest wealth.
 Gradual reduction of usage of fire wood for home needs.
 Governance of forest areas (ministry of forest)
 Strengthening of collaboration with international institutions and
organizations.

2.6 Current scenario:

Furniture industry has changed over the years. It no longer restricts itself to a
production of a chair or a table or a bed but today it includes manufacturing of a range
of furniture and home furnishings and designed interiors which spell class and
elegance. There is a boom time for furniture industry. Every country sport a string of
furniture showrooms of all kinds and sizes. Changing lifestyle, disposable incomes,
economy growth, increasing migration to urban areas have all contributed to the
demand for furniture and in turn the growth of the industry as a whole.
Over 20 years of fast growth, China has been able to bring unlimited business
opportunities and vitality to the global furniture industry. Now, China has today
emerged as a furniture production center, a circulation center as well as an exhibition

10
center in the world. The rise of China's furniture industry has brought about a new
round of restructuring of the global furniture industry and trade pattern. According to
a recent estimate, the Indian furniture industry is estimated at around Rs 350 billion.
Eighty-five per cent of this falls into the unorganized sector. According to a study by
the World Bank, the organized furniture industry is expected to grow by 20 per cent a
year and India, Brazil and Russia will witness a boom.

2.7 Importance of Furniture

Furniture is the most basic requirements of every home and every

organization, regardless of size or worth. This fact also makes furniture one of the
most solid industries to invest in, whether it is through manufacturing or exporting.
Internationally, the trend is distinct till towards furniture exports, since more and more
people are exposed to international styles and are willing to spend money on getting
exclusive design into their drawing rooms or lobbies.
In India there are two distinct trends; one is to get furniture imported from
SriLanka, Malaysia especially China. The other is to return to traditional handcrafted
designs and antiques. Simultaneously, there is also an increasing demand for
handcrafted furniture from India. Designs that cater to local customer requirements
are an important requirement for success across markets. In this respect, companies
could look at leveraging India’s traditional craftsmanship and technology base,
through developing design schools or collaborating with the already existing schools.

2.8 Infra-Structural Problem

By providing continuous electricity, the companies use power generators. It

increases the cost of production and also energy crisis has been one of the key
reasons.

Poor quality of infra-structure in forest areas makes difficult linkage with

national and rural roads, resulting in higher cost of domestic raw materials.

11
2.9 Economic Reason

Economic issues are evident and are as important as the political issues and
encompass. Major problems such as fluctuations in disposable income, inflation,
negative trade balance, etc are impacting the satisfaction of society.

2.10 Key Technology Issues

Sophisticated equipment is of very high costs which cannot be afforded by

small industries, so the quality production decreased. Technological changes are
playing important role in the quality of the products.

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 CHAPTER- III
COMPANY PROFILE

13
 Nalapad Furniture offers a wide collection of contemporarily designed,
supreme quality and reasonable priced office and home furniture that is sure to add
elegance to interiors. In addition to just making hand-carved furniture, Nalapad
Furniture Mart has an exclusive department to design and execute furniture that suits
the ambience of the interiors of any residence or office. Quality products, backed by a
strong brand, are vital for success of the company over the past years.

3.1 Formation

Nalapad Furniture was established in the year 1985 by N.M Muhammed Shafi.
It was started as a small scale business centre, manufacturing the cotton bed, pillows,
etc to the local market. The former name of the company was “Deluxe Bed Center”.
In 1991, the company started a new showroom called “Deluxe Furniture” with all
types of furniture products. During the year, they have started a manufacturing unit,
producing all types of wooden furniture products and marketed through their own
shop.
In 2002, they have opened an exclusive furniture show room “Deluxe Wood
Décor” Kasaragod, which highlights their class and excellence in designing building
quality. Increasing demand of customers encouraged them to take up into a large unit.
This led way to opening of a new show room namely “Nalapad Furniture” Kasaragod,
along with the foreign products in 2009. Under the vision direction and talents for
novel enabled the company as the best class in Kerala and outside.

3.2 Successful History

Nalapad Furniture is the largest furniture showroom in North Kerala. Large

collection of modern and traditional style furniture, exclusive dealer of world famous
brands, Initiative technology, a well planned design, high quality products, accurate
production and sufficient services with style of art manufacturing method have
always been driven by the demand for customer satisfaction. Nalapad Furniture
Company has a high skill and quality in house designing and furnishing

14
 Nalapad Furniture’s has a rich history of successful stories that illustrate its
dramatic transition from a virtual unknown to significant force in the industry. And
now it continues with the same aims and good wills, which put up it to a period of 25
years of service.

3.3 Branches

 Nalapad Furniture, Kasaragod

 Deluxe Wood Décor, Kasaragod.
 Deluxe Furniture, Udma, Kasaragod.

3.4 Vision

The organization’s commitment to being the best furniture company by

providing class furniture and continuous to drive improvements in all phases of the
operation, with customer’s complete satisfaction in mind.

3.5 Managing Director:

N.M Mohammed Shafi, started his business at the young age of 18 and is
one of the mostsuccessful Entrepreneur in Kerala. He has known for a rich history
of successful stories that illustrate his dramatic transition from a virtual unknown
to significant personality over the past years. He took advantage of every opportunity
through business expansion in the furniture sector. Being an entrepreneur, he is a
socialist and always optimistic in nature. He maintains to keep pleasant relationship
between his workers and customers. With the good relations among the public he is
recognized as “Deluxe Shafi”
As a business man, he wanted to add comfort to the life of many by way of
creating furniture. He began to make house hold furniture with legendary quality and
ethnic touches on most wanted woods, a couple of decades back. Now he also deals
with major international branded furniture companies at large. He personally

15
supervises all matters regarding procurement of the raw wood to the final finish of the
furniture. He ensures quality on every inch of the product and services. And now he
continuous with the same aims and goodwill, with customer’s complete satisfaction in
mind.

3.6 Awards

 Best sales performer of the year 2010-2011 given by the ZUARI Furniture
Private Ltd, India
 Annual Sales achievement Award given by DAMRO Furniture Ltd, SriLanka.
 Best performer Awards given by KURL-ON Ltd, the largest Mattress
Manufacturer.
 Excellent Annual Sales Achievement Award honored by PEPS International
Company, Largest spring mattress.

3.7 Advertisement:

Nalapad Furniture is largely influenced the public by their excellent

quality and stylish furniture products. The company makes special advertisement on
various journals and magazines frequently. The company also makes regular
advertisement on some important channels to stay connect with their customers. The
company has successful performance for the last 25 years. Over the past they have
attracted a large number of customers through word of mouth. They have built a chain
of customer and it is ever growing. More than advertising Nalapad Furniture
Company believes in showcasing their quality through their existing customers.

16
3.8 SWOT ANALYSIS

Strength: Customer Satisfaction

The Nalapad Furniture offers fully integrated product line of major branded
companies. Unique, co-ordinate products allow the buyer to choose from several
combinations of furniture for living rooms, dining rooms, and bedrooms, all designed
with matching materials and finishes.
Weakness: Fails to meet Demand
The company may sometimes fail to produce the goods according to the
increasing demand. Scarcity of skilled labor is also one of the reasons.
Opportunity: Major Brands
The company is the only one which provides all major brands under the same
roof. This is the major opportunity to attract the various classes of customers and also
it has wide variety of products at reasonable price.
Threat: Competition
The company’s models were copied by the competitors and they sale un-
quality products for cheaper rates. The new entrance also a threat for the company.

3.9 Salient Features

 It has wide range of exciting products.
 Usage of highest quality materials and components.
 Procurement of high quality raw material.
 Well experienced carpenters and designers. [Acquired from various places in
India]
 Separate department for new product design and planning.
 Using different technology and well equipped machineries.
 Quick and Responsive service.
 Excellence in after sales service.
 High rate of quality and finishing of products.
 Quality products at reasonable price.

17
  Introducing different model of variety products.
 Products having legendary quality and ethnic touches to its credit.


3.10 Nalapad Furniture’s Highlighting Products

 Comfortable Sofa sets.

 Computer tables & Chairs.
 Stylish office furniture.
 Attracting Tables & Chairs.
 Executive Revolving Chairs.
 Wooden Wardrobes & Cots.
 Visitors Chairs & Teapots.
 Interior Designing (Fully furnished bedroom).
 Children Bedroom set (Student Module Furniture).
 Dressing Tables & T.V Stands.
 Book case & Showcase.
 Kitchen designing and molding.
 All types of Wooden Furniture, etc

3.11 Objectives of the company

 To provide wide variety of traditional as well as foreign furniture to the

market.
 To import most branded foreign products and provide to the customers.
 To provide quality product at reasonable price.
 To satisfy all types of customers by giving the class products.
 To provide better service to the customers after a long period.
 Opening new branches in various places and grab more market share in the
furniture sector.
 To increase production and meet the seasonal demand of their products.
 To display more products for selecting the customers best one.
 To attract new customers through promotional activities.

18
  To innovate and expand the new product line of furniture.

3.12 Organization Chart

Organization Structure of Nalapad Furniture Industry

M.D

Finance Production Sales

Manager Manager Manager

Accountant Salesman A
Supervisors

Ast.Accountant Salesman B

Worker A Worker B Worker C Worker

Worker A: Upper class Worker [Using various machineries]

Worker B: Middle class Worker [Tools and equipment are used]
Worker C: Lower class Worker [Loading and unloading work]
Source: Company records.

19
 CHAPTER – IV
DATA ANALYSIS AND INTERPRETATION

20
 In this Chapter, an analysis of data collected through questionnaire is given. 50
respondents were given the questionnaire and the following data are observed.
Respondents are the customers of Nalapad Furniture Company.
Table showing the classification based on the Occupation of
respondents:
Table No:4.1
Occupation No: of respondents (%)
Business Man 17 34
Professional 10 20
Agriculturist 4 8
Private sector 11 22
Government employee 8 16
Others 0 0
Source: Questionnaire
Chart No:4.1

35
30
25
20
15
No:of respondants
10
(%)
5
0

Interpretation: In the above diagram, majority of the respondents (34%) are

businessman, 20% of them are professionals, 22% of them are working in private
sector, and 16% of them are Govt: employees and the remaining 8% are the
agriculturist.

21
Table showing the classification based on monthly income of the
respondents:
Table No: 4.2

Monthly Income No of Respondents (%)

Below 10,000 5 10
10,000- 20,000 11 22
20,000- 30,000 15 30
30,000- 40,000 8 16
40,000- 50,000 4 8
Above 50,000 7 14
Source: Questionnaire
Chart No: 4.2

30

25

20

No of Respondants
15
(%)
10

0
Below 10,000- 20,000- 30,000- 40,000- Above
10,000 20,000 30,000 40,000 50,000 50,000

Interpretation: In this above table and diagram, it is clear that 30% of the
respondents are earning between 20,000 to 30,000, 16% are earning between 30,000
to 40,000, 14% are earning above 50,000 and 8% are earning between 40,000 to
50,000 so that they can prefer high class woods. In the remaining respondents, 10 %
are earning below 10,000 and 22% are earning between 10,000 to 20,000, so they can
only afford to buy the medium or low class woods.

22
Table showing classification based on the type of wood that prefer by
the respondent while furnishing their Houses:

Table No: 4.3

Types of wood No: of (%)
respondents
High class 21 42
Medium Class 27 54
Low class 2 4
Others 0 0
Source: Questionnaire

Chart No: 4.3

60

50
40
30
No: of respondants
20
(%)
10
0 (%)
High class No: of respondants
Mediuam
Low class
Class Others

Interpretation: In the above table and diagram, it shows that majority of the
respondents(54%) would prefer mudium class woods, where as 42% of them are

23
choosing high class wood and remaining 4% are choosing low class wood for their
furniture products.

Table showing the classification based on the features that attracted

by the customer while buying the furniture:
Table No: 4.4
Features No: of respondents (%)
Price 2 4
Quality 23 46
Comfort 2 4
Above all 23 46
Source: Questionnaire
Chart No: 4.4
50

45

40

35

30

25 No: of respondants
(%)
20

15

10

0
Price Quality Comfort Above all

Interpretation: In this above diagram, it is evident that 46% of the respondents are
only quality conscious, where as another 46% of them are looking a bundle of
features. The 4% of them are mainly looking for the price of the product and
remaining 4% are considering comfort is the main factor for their purchase.

24
Table showing the classification based the type of furniture that
would be preferred by the respondent while buying the furniture:
Table No: 4.5
Types of wood No: of respondents (%)
Traditional 40 80
Foreign Furniture 8 16
Iron and plastic 2 4
Other 0 0
Source: Questionnaire
Chart No: 4.5

80

70

60

50

40 No: of respondants
(%)
30

20

10

0
Traditional Foreign Iron and plastic Other
Furniture

Interpretation: In the above diagram, it shows that most of the respondents (80%)
prefer traditional type of furniture because it is durable and more stylish products,
16% of them prefer foreign furniture considering the modern style and remaining 4%
are prefers iron and steel furniture and no one is going for other type of furniture in
the market.

25
Table showing the classification based on the part of the house that is
considered by the respondent while purchasing the furniture:
Table No: 4.6
Part of the house No: of respondents (%)
Whole House 25 50
Living Room 15 30
Kitchen 4 8
Children & bedroom 6 12
Source: Questionnaire
Chart No: 4.6

50
45
40
35
30
25 No: of respondants
20 (%)
15
10
5
0
Whole House Living Room Kitchen Children &
bedroom

Interpretation: In the above diagram, it is clear that majority of the respondents

(50%) are giving important to the whole house while furnishing their houses, 30% of
them are giving priority to the living room, and 12% of them are giving importance to
the children and bedroom. Only 8% of the respondents are giving importance to
kitchen while furnishing their house.

26
Table showing classification based on Rating of Nalapad Furniture’s
product by the respondents
Table No: 4.7
Rate No: of respondents (%)
Excellent 15 30
Good 31 62
Average 3 6
No opinion 1 2
poor 0 0
Source: Questionnaire
Chart No: 4.7
70

60

50

40
No: of respondents
30 (%)

20

10

0
Excellent Good Average No opinion poor

Interpretation: In the above diagram, majority of the respondents (62%) are rated as
good, 30% of them are rated as excellent about Nalapad Furniture’s product. It is
because of their quality and class of excellence in designing furniture. In the
remaining respondents, 6% are rated as average and only 2% of them are rated as no
opinion about Nalapad Furniture’s product. The overall rating is that the company’s
product is good.

27
Table showing the classification based on the overall satisfaction of
respondents:
Table No: 4.8
Overall Satisfaction No: of respondents (%)
Very satisfied 17 34
Satisfied 30 60
Neither satisfied nor 3 6
dissatisfied
Dissatisfied 0 0
Very Dissatisfied 0 0
Source: Questionnaire

Chart No: 4.8

60

50

40

30 No: of respondents

20 (%)

10

0
Very Satisfied Neither Dissatisfied Very
satisfied satisfied nor Dissatisfied
dissatisfied

Interpretation: In the above diagram, it is evident that the majority of the customers
(60%) are satisfied, 34% of them are highly satisfied with Nalapad Furniture’s
Products .The remaining 6 % of the customers are rated as neither satisfied nor
dissatisfied. It should be given further consideration and necessary steps must be
taken for the complete satisfaction of customers.

28
Table showing classification based on the Terms of purchase of the
respondents :

Table No: 4.9

Terms of purchase No: of respondents (%)
Cash 50 100
Credit 0 0
Source: Questionnaire

Chart No: 4.9

No: of respondents

Cash
Credit

Interpretation: In the above diagram, it is clear that all the respondents are pay cash
at the time of purchase and there is no credit facility prevailing in the company. Some
consideration is given to the friends and family customers if there is any necessity
arises.

29
Table showing the classification based on the sources of information
from which the respondents were prompted to buy Nalapad
furniture’s product:

Table No:4.10
Source No: of respondents (%)
Information from Friends & 31 62
Relatives
Advertisement 18 36
Others 1 2
Source: Questionnaire

Chart No: 4.10

No: of respondents

Information from Friends &

Relatives
Advertisement

Others

Interpretation: In the above diagram, majority of the respondents(62%) were

prompted by their well wishers and friends and also relatives who has experienced the
high quality and finishing of ‘Nalapad Furniture’ products, 36% of them are
prompted through advertisement and remaining 2% are came to know about the
company from various other sources.

30
Table showing the classification based on the responds towards the
complaints of the respondents’:

Table No: 4.11

Response No: of respondents (%)
Quick Response 18 36
Moderate Response 16 32
Slow Response 2 4
No Complaints 14 28
Source: Questionnaire
Chart No: 4.11

No: of respondents

Quick Response
Moderate Response
Slow Response
No Complaints

Interpretation: In the above diagram, it is seen that majority of the respondents

(36%) are experienced with quick responds, 32% of them are experienced with
moderate responds and only 4% of them experienced with slow responds towards
their complaints. The 28% of the respondents are not yet experience with any of the
complaints. The company should concentrate more on giving quick response to the
customer complaints or any service.

31
Table showing the classification based on the cost effectiveness and
quality of Nalapad Furniture products:

Table No: 4.12

Rating No: of respondents (%)
Very good 14 28
Good 34 68
Average 1 2
No Opinion 1 2
Poor 0 0
Source: Questionnaire

Chart No: 4.12

70

60

50

40 No: of respondents

30 (%)

20

10

0
Very good Good Average No Opinion Poor

32
Interpretation: In the above diagram, it is seen that the firm’s product have good
quality and cost effectiveness and majority of the respondents(68%) have good
opinion about their products, 28% of them are opinioned as very good and 2% of
them are rated as average about the quality and cost effectiveness of Nalapad furniture
products. Only 2% of the respondents were rated as no opinion about the statements.

Table showing the classification based on the comparison of other

furniture firms in the locality:

Table No: 4.13

Ranking (1 & 2) No: of (%)
respondents
Nalapad Furniture & Asian 29 58
Furniture
Nalapad Furniture & Golden 17 34
furniture
Nalapad Furniture & Indoor 4 8
Furniture
Total 50 100
Source: Questionnaire

33
 Chart No: 4.13

60

50

40
No: of respondents
30
(%)
20

10

0
Nalapad Furniture Nalapad Furniture Nalapad Furniture
& Asian Furniture & Golden furniture & Indoor Furniture

Interpretation: In the above diagram, it is evident that all the respondents are given
1st Rank to Nalapad Furniture as it is the only one firm which provides plenty of
brands in a single roof and class of furniture in the locality. The 58% of the
respondents are given 2nd Rank to Asian Furniture because of their traditionalistic
furniture, 34% of them are given 2nd Rank to Golden Furniture mainly because of
their reasonable price and remaining 8% of them have given 2nd Rank to Indoor
Furniture Company.
Table showing the classification based on the attitude of staff
members of Nalapad Furniture:

Table No: 4.14

Attitude of Staff No: of respondents (%)
members
Excellent 29 58
Good 18 36
Average 2 4
No opinion 0 0
Poor 1 2
Source: Questionnaire

34
 Chart No: 4.14

60

50

40

No: of respondents
30
(%)
20

10

0
Excellent Good Average No opinion Poor

Interpretation: In the above diagram, it is clear that the staff members of the firm are
customer friendly and majority of the respondents (58%) are rated as Excellent, 36%
of them are rated as good about the attitude of staff members of the company. The 4%
of the respondents are rated as average and only 2% of them are rated as poor about
the attitude of staff members of the company.

Table showing the classification based on the respondents

recommend their present company to someone who seeks their
advice:
Table No: 4.15
Ratings No: of respondents (%)
Extremely Likely 36 72
Likely 13 26
Neutral 1 2
Not likely 0 0
Not at all likely 0 0
Source: Questionnaire
Chart No: 4.15
35
 80

70

60

50

40 No: of respondents
(%)
30

20

10

0
Extremely Likely Neutral Not likely Not at all
Likely likely

Interpretation: In the above diagram, it shows that majority of the respondents

(72%) are extremely likely, 26% of them are likely and 2% of them are neutral wish
to recommend their present furniture company to someone who seeks their advice.

Table showing classification based on the respondents encourage

friends and relatives to do business with their present furniture
company:
Table No: 4.16
Ratings No: of respondents (%)
Extremely Likely 42 84
Likely 8 16
Neutral 0 0
Not likely 0 0
Not at all likely 0 0
Source: Questionnaire
Chart No: 4.16

36
 90

80

70

60

50
No: of respondents
40
(%)
30

20

10

0
Extremely Likely Neutral Not likely Not at all
Likely likely

Interpretation: In the above diagram, it is clear that most of the respondents (84%)
are extremely likely to encourage friends and relatives to do business with their
present furniture company where as remaining 16% of them are only likely to do so.

Classification based on the respondents are ready to pay more for the
benefits from their present furniture company when compared to
competitors:
Table No: 4.17
Ratings No: of respondents (%)
Extremely Likely 9 18
Likely 29 58
Neutral 11 22
Not likely 1 2
Not at all likely 0 0
Source: Questionnaire
Chart No: 4.17

37
 60

50

40

30 No: of respondents
(%)
20

10

0
Extremely Likely Neutral Not likely Not at all
Likely likely

Interpretation: In the above diagram, majority of the respondents (58%) are likely,
22% of them are neutral, and 18% of them are extremely likely to pay more for the
benefits from their present furniture company. Whereas only 2% of them are not
likely to do so.

Classification based on the respondents switch to a competitor if they

experience a problem with their present furniture company:
Table No: 4.18
Ratings No: of respondents (%)
Extremely Likely 4 8
Likely 21 42
Neutral 23 46
Not likely 2 4
Not at all likely 0 0
Source: Questionnaire
Chart No: 4.18

38
 50
45
40
35
30
25 No: of respondents
20 (%)
15
10
5
0
Extremely Likely Neutral Not likely Not at all
Likely likely

Interpretation: In the above diagram, it is clear that majority of the respondents

(46%) are may or may not switch their present company if they experience with any
service problem. The 42% of them are likely, 8% of them are extremely likely to
switch their present company. This means that they don’t like to have any problem
with their present furniture company. The 4% respondents are not likely to switch
their company even if they experience any problem with their present company.

39
 CHAPTER- V
FINDINGS,SUGGESTION&CONCLUSION

40
5.1 Summery of the study:
This chapter gives a summary of findings made from the study. It gives an
evaluation of the consumer behavior of “Nalapad Furniture Company”. The study
proposes suggestions and recommendations to improve the performance of the
company.

5.2 FINDINGS
Based on the analyzed data some important findings are given. Among the
respondent the high and middle classes are afford money to buy furniture. Most of
them prefer medium class furniture because it is less expensive and durable. The
majority of the respondents prefer traditional furniture than the others, as they are
more comfortable. The company has proud, of a large number of satisfied customers.
In this study, it is found that even though the company charging high price to
their products the people is willing to purchase it mainly because of its quality and
elegance. The company mainly concentrating on medium and high class customer and
there is wide range of products for those customers. It provides only small percentage
of varieties for the lower level income group.
 Majority of the customers rated as Excellent about the Nalapad Furniture’s
product.
 Most of the respondents prefer traditional furniture than foreign furniture.
 Most of the respondents came to know about Nalapad furniture through
prompted by friends and families and others are through new papers.
 Attitude of staff members and response and services towards complaints are
excellent.
 Most of the respondents are quality conscious irrespective of price and other
features of the product.
 The company has a good relationship with its customers so that the customers
are extremely likely to recommend their present company to others who seeks
their advice.
 The quality in production and excellence in service is the key factor for their
1st Rank in the locality.
 The quality and cost effectiveness of the company’s furniture product is good.

41
  Most of the customer prefers cash over credit.
 The company providing varieties of luxurious products which can only
affordable to high income group in the society.
 The company has goodwill among the potential customers.

5.3 SUGGESTIONS:

Tree felling is the source of raw material for this firm which can create
environmental imbalance. So if it is possible a plantation firm can be started by which
trees can be grown and cut for clamber.
 Create the right balance between price and quality.
 Concentrate more efforts on the key elements of the mix.
 Identify the factors which will help to attract new customers.
 Using of latest technological machineries can increase the speed of
production.
 Firm can display wide variety of products from choosing their best.
 The company should concentrate more on advertisement and marketing.
 The company should provide goods and services which can afford to buy
the less income group also.
 Maintain healthy relationships with customers and employees by being
helpful and pleasant at all times.
 The company should consider setting up of a special introductory offer for
new customers.
 The company should see that the foreign products have standard quality
and comfort for better use.
 By making the customers aware about the cost benefits of wooden
furniture, their motivation to buy wooden furniture can be increased.

42
 5.3 Conclusion:

In the modern culture furniture plays a significant role in house and office designing
regardless of its size and worth. Nalapad Furniture is the largest furniture showroom
in North Kerala. Large collection of modern and traditional style furniture, exclusive
dealer of world famous brands, Initiative technology, a well planned design, high
quality products, accurate production and sufficient services with style of art
manufacturing method have always been driven by the demand for customer
satisfaction. Nalapad Furniture Company has a high skill and quality in house
designing and furnishing.
. Nalapad Furniture Company offers fully integrated product line to take the
guess work out of furnishing a home. The company plays a significant role in
fulfilling the demands according to the customer taste and preferences. The company
has also provided adequate and appropriate welfare facilities to its employees. Being
the best and bringing the best is their pursuit quality is the prime matter of concern
and maintain the constituency at each step starting from the designing phase,
procurement phase, to the final sales and offer sales service phase.
Nalapad Furniture with their wide range of products has been able to attract a
wide range of customers from all the classes of society. High quality and better
finishing at reasonable price is the main cause for demanding their products. The
company’s commitment to being the best furniture company in the industry
continuous to drive improvements in all phases of the operation, with customer’s
complete satisfaction in mind

More over the reputation they have in the market has been always the major
factor, which has increased their sales over the past years. Quality products, backed
by a strong brand, are vital for success. To keep their customers and stay ahead of
competitors, they must develop first-class new products and improve existing ones.
They also take extreme care in the way of packaging their wood furniture. The
company maintaining quality in all the aspects starting from the procurement phase to
the final wood and its distribution.

43
 This survey was solely intended for academic purpose and it had many
limitations. In this study the interest and ideas of various consumers are known and
the suggestions and findings entitled in this project work will surely help the company
to bring out changes in the best interest of the customer.

44
ANNEXURE

45
 ANNEXURE
Questionnaire
Dear sir/Madam,
I SHAMSHEENA.C.H, pursuing BCOM at Sa-adiya Arts
and Science College,Koliyadukkam, as part of my course I am doing a
project work on “Behavioral Intention towards Nalapad Furniture”.
As this only for study purpose and the given information will be kept
confidential.

1. NAME :

2. ADDRESSES :

3. OCCUPATION :
Business Man Professional
Agriculturist Private Sector
Govt: Servant others {specify}
…………………

4. Monthly Incomes :
Below 10,000 10,000 - 20,000
20,000 – 30,000 30,000 - 40,000
40,0000 - 50,000 Above 50,000

5. Which type of wood would you prefer while furnishing your house?
High Class woods Medium Class
Low Class Others

46
 High class wood : Teak wood, Rose, Purplet.etc
Medium Class : Rub wood, Acacia, Mahogany, etc.
Low Class : Kurkutty, Jungle wood, Waga, etc.
Others : Plywood, Fiber, plastic, etc.
6. Which of the following features attracted you while buying the
products?
Price Quality
Comfort Above all
7. Which type of the furniture would you choose while buying?
Traditional furniture Foreign Furniture
Iron & Steel Others

8. Which part of the house would you consider maximum while buying
furniture?
Whole House Living room (office room)
Kitchen Children room & Bed rooms
9. How would you rate the Nalapad Furniture Products?
Excellent Good
Average No opinion
Poor

10. How do you rate your overall satisfaction?

Very satisfied Satisfied
Neither satisfied nor dissatisfied Dissatisfied
Very dissatisfied

11. Terms of purchase of the products?

Cash Credit
47
 12. How did you come to know the Nalapad Furniture Products?
Information from Friends & Relatives
Advertisement
Others
13. How did the dealer respond towards to your complaints?
Quick Response
Moderate Response
Slow Response
14. What is your opinion about cost effectiveness & quality of Nalapad
Furniture Products?
Very Good Good
No opinion Average
Poor
15. Which are the Top two Furniture industries in your locality?
Nalapad Furniture Indoor Furniture
Asian Furniture Golden Furniture

16. How would you rate the attitude of Staff members of Nalapad
Furniture?
Excellent Good
No opinion Average
Poor

Not at Not Neutral Likely Extremely

all likely Likely Likely
17. Would you 1 2 3 4 5
recommend your present
furniture company to

48
someone who seeks your
advice?

18. Would you 1 2 3 4 5

encourage friends and
relatives to do business
with your present
furniture company?
19. Are you prepared to 1 2 3 4 5
pay more for the benefits
from your present
furniture company when
compared to
competitors?
20. Would switch to a 5 4 3 2 1
competitor if you
experience a problem
with your present
furniture company with
regard to its services?
Note: Ranking is opposite for the question no: 20 (Negative question)
49

49