Volume 1, Issue 6 (August, 2013) INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW. A Peer Reviewed International Journal IJMRR

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1 A Peer Reviewed International Journal IJMRR INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW SR. NO. P A R T I C U L A RS A STUDY ON CONSUMER BEHAVIOUR AAVIN MILK AND MILK PRODUCTS WITH SPECIAL REFERENCE TO SALEM DISTRICT R.ARUL P.KANNAN A COMPARATIVE STUDY ON COMPETITIVE BENCHMARKING OF CATERPILLAR 770G AND HITACHI EH 600 OFF HIGHWAY TRUCKS IN INDIA G.SARAVANAN Dr.P.VIKKRAMAN A STUDY ON IMPACT OF RETAIL STORE STRATEGY AMONG CUSTOMERS OF SUPER MARKETS IN CHENNAI CITY DDr.R.RADJAMANOGARY B.SAIPRIYA QUALITY PERCEPTION IN RAILWAY PASSENGER SERVICE (WITH SPECIAL REFERENCE TO KARAIKUDI TOWN) Dr. D. ANDREWS SCOTT CITY WOMEN CONSUMERS' SELF DECISION INFLUENCE ON PURCHASE OF DURABLE GOODS K.MARICHAMY 6 EFFECTIVENESS OF ADVERTISEMENTS AND PROMOTIONAL STRATEGIES IN AUTOMOBILE INDUSTRY PAGE NO BALAKRISHNAN R DAVID WINSTER PRAVEENRAJ D

2 A Peer Reviewed International Journal IJMRR INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW A STUDY ON CONSUMER BEHAVIOUR AAVIN MILK AND MILK PRODUCTS WITH SPECIAL REFERENCE TO SALEM DISTRICT R.ARUL 1 P.KANNAN 2 1 Assistant Professor, Department of Management Studies, Annai Mathammal Sheela Engineering College, Erumapatty, Namakkal (District), Tamilnadu, India 2 Research Scholar in Management, Research and Development Centre, Bharathiar University, Coimbatore, Tamil Nadu, India ABSTRACT In this study we present the evolution of brand preference of milk among customers in Salem City. Though the price of all branded milks are at par, the customers prefer a particular brand due to some reason. it may be because of the price, quality, service or advertisement provided by branded milks. The Essence of being in business by any business outfits is to produce for sales and profits. In order to remain in business an organization must generate enough sales from its products to cover operating costs and post reasonable profits. Considering, therefore, the importance of sales on business survival and the connection between customers and sales, it is expedient for organizations to engage in programs that can influence consumer decision to purchase its products. This is where the brand management is relevant. Key words: Business Strategy, Brand management. 1. INTRODUCTION There is increasing interest in understanding how and why AAVIN milk preference and choice strategies vary with experience in a product category. A deeper understanding of such choice dynamics can help managers design marketing programs that evolve with their customers over time. Such knowledge may also help managers more accurately evaluate the lifetime value of a customer. Despite the importance of these topics, few studies have examined the effect of product category experience on brand choice in an effort to understand how preference evolves over purchase. Zinn, Walter; Liu, Peter C. Journal of Business Logistics29. 2 (2008) Studies of consumer response to stockouts typically capture intended behavior. After a stockout experience, consumers are asked what they intend to do. In contrast, this research measured both intended and actual behavior. Consumers were interviewed twice; once immediately following the stockout experience to gauge intended behavior and a second time 30 days 1

3 later to ask what they had actually done in response to the stockout. Accordingly, the goals of this research are to (1) compare consumer actual and intended behavior in response to stockouts and (2) examine product characteristics, consumer characteristics and situational variables that may explain the consumer's response. Key results suggest that indicated behavior is a good indicator of actual behavior in situations where the consumer intends to quit the search and a rather poor indicator when the consumer intends to delay the search. Finally, of the several product characteristics, consumer characteristics and situational variables examined, store loyalty, pre-visit agenda and product uniqueness have shown most promise to help managers understand consumer actual and intended response to stockouts. Szerényi, Zsuzsanna Marjainé; Zsóka, Ágnes; Széchy, Anna. An Enterprise Odyssey. International Conference Proceedings: ,1517,11,18,21. Zagreb: University of Zagreb, Faculty of Economics and Business. (May 26- May 29, 2010) This study examined the relationship of consumer values, needs and purchase behavior in two Asian consumer markets, China and South Korea.. Consumers in both country markets exhibited brand loyal behavior in apparel purchases, fulfilling all three needs. However, actualization patterns of each need through brand loyal behavior differed between the two consumer samples. While for brand-loyal Chinese consumers experiential image was the most important aspect of the branded apparel appeal to female consumers, social image with performance quality assurance was a more important feature of the branded apparel appeal to consumers in Korea. Implications for brand image management for international markets were discussed. Hoyer, Wayne D; Stokburger-sauer, Nicola E. Academy of Marketing Science. Journal40. 1 (Jan 2012): OBJECTIVES OF THE STUDY 1. To Study The Consumer Behaviour At Aavin milk 2. To Identify the factors influencing the purchase of Aavin milk and its product 3. To give suggestions to the management for better sales of their products SCOPE OF THE STUDY The study highlights the importance of Aavin milk in Salem city among the people. The common problems faced by the consumers were also highlighted in this study. It also provides certain remedial measures to eradicate the problems and to prove the performance of Aavin milk. 4. LIMITATIONS OF THE STUDY The market survey was conducted only in Salem city. The survey method was adopted for collecting the data in the study has its own limitations. Only selected of consumer behaviour has been selected for this study. 5. RESEARCH DESIGN The research design used for this project by the researcher is descriptive research design. 2

4 5.1 SAMPLING DESIGN POPULATION It was study from the public about the consumer brand preference towards Aavin milk references to city through data collected by interview schedules SAMPLING Sampling is an object of the population for a particular study and members of the sample are the study subjects. In these study 200respondents we have chosen from Salem city SAMPLING TECHNIQUE The total population is initially divided by different area in Salem city. Using convenience technique the sampling units were selected for the study and the information were collected from them. TABLE NO.1 TABLE SHOWING THE FREQUENCY LEVEL OF BUYING Frequency in buying No. of respondents Percentage Once in a day Twice in a day Once in a week Occasionally Total INTERPRETATION From the table it is clear that, 75% of respondents prefer to buy Aavin milk once in a day, 20% of respondents prefer to buy Aavin milk twice in a day, 2.5% of respondents prefer to buy Aavin milk once in a week and 2.5% of respondents prefer to buy milk occasionally. TABLE NO.2 TABLE SHOWING THE CONSUMER PREFERENCE TOWARDS AAVIN PRODUCTS Customer preference No. of respondents Percentage Milk Sweets Curd Butter Total INTERPRETATION From the table it is clear that, 60% of respondents prefer to buy Aavin milk,12.5% of respondents prefer to buy Aavin sweets,15% of respondents prefer to buy Aavin curd and 12.5% of respondents prefer to aavin butter 3

5 TABLE NO. 3 TABLE SHOWING THE CUSTOMERS PREFERENCE TOWARDS QUANTITY Quantity No. of respondents Percentage 2 Litre Litre ½ Litre 10 5 ¼ Litre 10 5 Total INTERPRETATION From the table it is clear that, 10% of respondents buy 2 liter of milk per day,80% of respondents prefer to buy1 liter,5% of respondents buy ½ Liter and 5% of respondents buy ¼ per day. TABLE NO. 4 TABLE SHOWING THE REASON OF PURCHASE Reason of purchase No. of Respondents Percentage Quality Freshness Neat package Easy availability Total INTERPRETATION From the above table it is clear that, 60% of respondents prefer to buy aavin milk due to quality, 12.5% of respondents prefer to buy due to freshness, 15% of respondents buy due to neat package and 20% of respondents buy because of easy availability. TABLE NO.5 TABLE SHOWING THE PRICE LEVEL Price level No. of Respondents Percentage Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total INTERPRETATION From the above table it is clear that, 25% of respondents are strongly agree with the price level of aavin milk, 50% of the respondents are agreed, 12.5% of the respondents are neither agree nor disagree,10% of respondents are disagree and 2.5% of respondents are strongly disagree. 4

6 TABLE NO.6 TABLE SHOWING THE QUALITY LEVEL Quality level No. of Respondents Percentage Strongly Agree Agree Neither agree nor disagree Disagree Strongly Disagree Total INTERPRETATION From the above table it is clear that, 20% of respondents are strongly agree with the quality of aavin milk, 60% of the respondents are agreed, 15% of the respondents are neither agree nor disagree,2.5% of respondents are disagree and 2.5% of respondents are strongly disagree. TABLE NO.7 TABLE SHOWING THE OVERALL SATISFACTION OF CONSUMERS COMPARED TO OTHER PRODUCTS Satisfaction level of consumers No. of Respondents Percentage Highly satisfy Satisfy Neutral 10 5 Dissatisfy Highly dissatisfy Total INTERPRETATION From the above table it is clear that, 50% of the respondents are highly satisfy with the aavin milk& milk products when compared to other products, 40% of the respondents are satisfied, 5% of the respondents are neutrally accept the statement,2.5% of respondents are dissatisfied and 2.5% of respondents are highly dissatisfied SUGGESTIONS 1. The amount spent on the advertisement is very low; most of the people still don t know what all the products available in the Aavin stall are. The sales of the Aavin products can only be increased only if people know about them and the only way to achieve is by advertisement. Various Aavin product names can be made to display along with the pneumonic symbol at the side of the Aavin vehicles and in the stalls. 2. Advertisement plays a crucial role in promoting the products. A small ad can be given in the front page of the local daily regarding the qualities of the Aavin milk products once in a week. This will create some awareness about the Aavin milk products. 3. The sales of the Aavin milk and milk products can be increased by setting a Aavin stall at the Erode Railway station. Since the Erode junction being the hub to many rail routes, hundreds of trains from all over India pass through the junction so surely there will be a huge response from the train travelers for the Aavin milk and milk products. 5

7 4. The sale can also be increased by some sales strategies. Since most of the consumers belong to middle and lower middle class category they will not be able to pay the money daily so credit system can be followed by collecting some deposit at the starting itself. Free door delivery can also increase the sales of the Aavin products. 5. Automatic vending booths may be installed in main areas in the Erode town to facilitate the customers to purchase milk round the clock. 6. Aavin website may be updated and popularized. 6. CONCLUSION Promotion of sales and knowing consumer behavior are important aspects for selling the product and achieve the highest sales level in the market. Through this study, we conducted the research entitled A study on Consumer Behavior and Sales Promotion of Aavin Milk and Milk Product. This study helps us to know the sales promotion strategies adopted by the company and consumer perception towards the product. It also provides the steps to improve the sales in future and attain the highest growth level in the market. 7. REFERENCE 1. Zinn, Walter; Liu, Peter C, (2008), Journal of Business Logistics vol Szerényi, Zsuzsanna Marjainé; Zsóka, Ágnes; Széchy, Anna. An Enterprise Odyssey. International Conference Proceedings: ,1517,11,18,21. Zagreb: University of Zagreb, Faculty of Economics and Business. (May 26-May 29, 2010) 3. Hoyer, Wayne D; Stokburger-sauer, Nicola E. Academy of Marketing Science. Journal40. 1 (Jan 2012):

8 A Peer Reviewed International Journal IJMRR INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW A COMPARATIVE STUDY ON COMPETITIVE BENCHMARKING OF CATERPILLAR 770G AND HITACHI EH 600 OFF HIGHWAY TRUCKS IN INDIA G.SARAVANAN 1 Dr.P.VIKKRAMAN 2 1 Research Scholar, Anna University & NPI Program Manager, Caterpillar India Private Limited 2 Associate Professor & HOD, Dept of Mgt Studies, Anna University, Regional Centre, ABSTRACT Coimbatore Technological innovation is one of the principal determinants of business success. New product development is one of the most important components of product policy and product management. Product lines and products are appraised and are positioned effectively. For a higher level of growth, a firm has to look beyond its existing products. A progressive firm has to consider new product development as a cardinal element of its product policy. A business firm has to respond to these dynamic requirements of its clientele and these responses take the shape of new products and new services. Through such a response, the firm reaps a good deal of benefits. Production Studies of the new model of trucks with the competitor machines and generating Production Study data to substantiate the advantages of the new trucks over the competitors adds competitive edge value to New Product The results of this study determines how systematic adherence of New Product Introduction process at Caterpillar for the introduction of 40/50 ton rear dump trucks has paved way for the successful production launch of its products and how Caterpillar 40/50T products were subjected to competitive benchmarking with similar class products of competitors and emerged superior over competitors with regard to product performance and reliability. In the process of study, the objectives are pre-determined. The methodology has been designed to fulfill the objectives for the study. Key Words: Competitive Benchmarking, New Product Introduction, Production Study, Product Launch. 1. INTRODUCTION Technological innovation is one of the principal determinants of business success. New product development is one of the most important components of product policy and product management. Product lines and products are appraise and are positioned effectively. Brand decisions are taken wisely. 7

9 For a higher level of growth, a firm has to look beyond its existing products. A progressive firm has to consider new product development as a cardinal element of its product policy. Innovation is the essence of all growth. This is especially true in marketing. In an age of technological advancements, change is a natural outcome change in food habits, change in expectations and requirements. Any business has to be vigilant to these changes taking place in its environment. People always seek better products, greater convenience, newer fashion and more value for money. New products become part and parcel of the growth requirements of the firm and in many cases, new profits come to the firm only through new products. New products can be broadly classified into two groups: new products arising out of technological innovations and new products arising out of marketing oriented modifications. The first group involves innovations leading to intrinsically new products with a new functional utility behind them. The second group involves mere marketing oriented innovations in existing products; it gives rise to new versions of the existing products. 2. COMPETITIVE BENCHMARKING Benchmarking is used to compare the organization s processes or products to other organizations, either internal or external to their own industry. This comparison can be on specific product features, or can be on broad customer service categories, such as product delivery, product warranty, etc. The concept of benchmarking is important to achieving IPD. Benchmarking can be used in support of IPD to improve the design process. During the initial design phase, a technique such as QFD can be used to identify those issues that should be considered the most important to the customer. By focusing on these issues, the design team can use benchmarking to identify other organizations that are considered the best at each area. For example, if expediting product delivery is considered a strong customer demand, organizations considered as world class in that area should be used as the benchmark. By studying and adopting the best practices of industry, product and process can be designed to deliver total customer satisfaction. 3. BENCHMARKING PROCESS STEPS Following are the typical benchmarking process steps that are widely used. a) Identify what is to be benchmarked. b) Identify competitive companies. c) Determine data collection method and collect data. d) Determine current performance levels. e) Project future performance levels. f) Communicate benchmark findings and gain acceptance. g) Establish functional goals. h) Develop action plans. i) Implement specific actions and monitor progress. j) Recalibrate benchmarks 8

10 4. BENCHMARKING GUIDELINES Benchmarking consists of five basic phases: the planning phase, analysis phase, integration, action, and maturity. The planning phase is concerned with laying the foundation for the benchmarking effort. This phase begins with the identification of the aspects of the organization that are to be benchmarked. After identifying what to benchmark, we must identify those leading companies and organizations that we will be comparing ourselves against. Finally, planning concludes with the determination of how data will be collected. The analysis phase is directed at understanding the organization s current process practices and those of the organizations being used as a benchmark. What we want is to understand and assess the strengths and weaknesses of our internal performance. The questions that must be answered at this junction are: Is the benchmark organization better? Why are they better? By how much? What best practices are they using now or anticipated? How can we incorporate or adapt these practices into our organization? By identifying these performance differences we can determine the improvement necessary to perform at the same level as the best. The integration phase translates the benchmarking investigation into a set of performance goals/targets. This phase begins with management s acceptance of the benchmark findings. In addition, the findings must be communicated to all levels of the organization; the communication process lays the foundation for establishing performance targets. The key to benchmarking is the conversion of the benchmark findings into a set of operational principles which the organization can endorse and that can be used to evaluate their performance. The action phase is where change is initiated. This is where the findings of the benchmarking study are incorporated into processes. This is also where plans for updating the benchmarking study and reevaluation is done. Finally, the maturity phase is reached when the industry best practices are incorporated into the organization s processes and the organization as established itself has an industry leader. 5. SCALE PREPARATION On-site studies utilizing truck scales are conducted for a number of purposes. Typically, they are used to validate the measurements taken from the on-board payload system, be it TPMS or VIMS. In other cases, weigh studies are conducted by tyre suppliers to quantify tyre performance and TKPH estimates. Production (or Job ) studies typically involve a greater number of people involved in the measurement of loading tool cycles. Trucks from the loading tool under observation will then be weighed to enable calculation and verification of production rates. Weigh studies typically involve the simple comparison of on board payload measurement to actual weights recorded by scales. These are often performed as a contractual requirement, or where there is dispute regarding the on board measurement of payloads. 9

11 Pre-Installation Checks and Preparation The location of the pads must suit the track width of the truck models being weighed. If a tyre company is involved in the production study, they may want to know the split not only between left and right, but the splits by tyre position. In other cases, a site may be running a mixed fleet of equipment. Measurement and assessment of the track width and dual spacing of trucks on site is necessary to determine scale spacing. In addition, the dimensions of the entry and exit pads to the scales must be considered. The pads MUST be at the same height as the scale pads to ensure accuracy of scale results. The pads should be 1.5 times the length of the truck wheelbase. Scale Pad Area Preparation Visually determine the location of the most level section of ground in the weigh area to locate the scale pads. Using pegs, string line, tape measures and spray paint, mark out the area required for the scale pads. If the area is visually level, use a rake to clear loose material from the surface. Otherwise, utilise a motor grader or track-type tractor to level the area. Ensure no rocks protrude. They will point load the scale pads and result in measurement inaccuracy. Check for flatness: the scale pad contact surface must have a surface flatness of 50mm or less. One way to measure this is via string line: Install stakes at each corner of the scale pad surface. Starting at one corner, run a string line to each of the other pegs, ensuring they are perfectly level as indicated by a string line level. Measure from the ground up to the string line. The difference between any two measurements (including diagonals) must not exceed 50mm. NOTE: If a laser level or Surveyor with GPS equipment is available, they should be used in lieu of a string line. Recut the surface if it exceeds the flatness specification. DO NOT FILL low points as these have the potential for shrinkage at a later time. Using crusher dust or any fine material available on site, place a light screening on the pad mounting area. This should be approximately 10-20mm thick. It is not intended to fill large holes only to distribute the load of the scale pads evenly. Scale Installation Inspect the scale pads to determine the identification number and location of cable connections. Determine the orientation of the pads to achieve correct cable connections and location of operator station. Using the crane, lift and place the scale pads into position indicated by the paint marks or corner pegs. Ensure the spacing between the pads suits the trucks on site. 10

12 Using spirit levels, string lines, laser levels or surveyor s GPS equipment, check the surface of the pads is still within the 50mm flatness specification. If out of specification, remove the pads and correct the floor shape. Entry/Exit Pad Preparation Once satisfied with the position and level of the scale pads, prepare the entry and exit pads. Obtain material to form the pads. In essence, this will be a road for the duration of the scale study and must withstand repeated loading and maintain its structure. Usually, one or two loads of material either side of the scale pads will be sufficient. Using a track-type tractor or motor grader, have the pads formed to allow the unweighed axle to rest at the same level as the axle on the scales. If pads are not constructed carefully, measurement inaccuracy will result. The pad must be within 50mm of the height of the scale pads (measured at location of the wheel on the pad). Compact the pad using loaded trucks. Two passes is sufficient to begin with. Correct any compaction that has occurred. Using string lines, or more preferably, mine surveyors, ensure the heights of the entry and exit pads are within specification. Testing After entry and exit pads have been compacted and checked for the correct heights, the load cell results can be tested. Connect cables between pads 1 and 2, connect the two cables between pad 1 and the operator station module, connect power to the module from main supply or 12V, and switch the unit on. For more detailed instructions, refer to the operation manuals accompanying the scales. Allow the scales to warm up. Zero the displays. Have an assistant stand on the corner of each load cell. The display should read 0.1, which is the assistant s body mass (rounded to the resolution of the display 0.1 tonnes or 100kg). If not, check all cable connections and try again. A light vehicle can be used to check scale pad readings. Check each axle on both scale pads. Using an empty truck, test the scales again. Perform a Figure 8 test: repeat the above test from the opposite direction. The results from the two tests should differ by less than 1% and after accurate installation will be around 0.5%. 11

13 6. STATEMENT OF THE PROBLEM Caterpillar, Inc. USA, is the world largest and leading manufacturer of construction and mining machines, diesel and natural gas engines and industrial gas turbines. Caterpillar products and components are manufactured worldwide. Caterpillar India Private Limited (CIPL) is a 100% subsidiary of Caterpillar, Inc. USA. CIPL manufactures Off-Highway dump trucks, front end loaders, hydraulic excavators and backhoe loaders. These products are used in open cast mining, quarrying, irrigation, steel plants, cement plants, power plants in the field of construction and material handling. With the growing prospects in the Emerging market and to establish Caterpillar s Worldwide market leadership Off-Highway Truck group needs to launch a worldwide platform for the 40/50T to address both emerging market and developed market needs by providing our customers the best value proposition at a fair price. To address the pricing sensitivities in emerging markets it would be beneficial to leverage the lower cost of producing the emerging markets offering at the CIPL plant. The study scope addresses key customer, business, and regulatory requirements by delivering content that creates value, generating stockholder wealth. Product Description / Content The primary machine changes that provide these deliverables are: One Worldwide Platform One WW Design & one WW Process Lower O&O cost by providing best in class serviceability. Improved Shift Quality Improved Economy Mode Tire Protection Improved TCS & Lines Routing Improved Operator comfort Weight & Cost Reduction Competitive Benchmarking Competitive Benchmarking is the Production Study carried out by the OEM by comparing its class of its product to the similar class of product of the competitor. This will necessitate establishing the advantages and positive selling features with respect to performance over the competitor machines in the market. The 2 major factors of comparison are Fuel Consumption and Productivity. The positive selling features include lesser fuel consumption per hour and higher productivity measured in Fuel/Ton ratio. 12

14 7. OBJECTIVES OF THE STUDY Based on the New Product introduction Framework and Competitive Benchmarking, the research objectives of the study is confined to: Estimate potential productivity & theoretical productivity Measure and compare fuel consumption Measure actual truck cycle times & productivity Compare performance with competition Carry out Production Studies of the new model of trucks with the competitor machines and generate Production Study data to substantiate the advantages of the new trucks over the competitors; Document lessons learnt and create scope for further improvements in the future programs. 8. RESEARCH METHODOLOGY Research Design In the present study, descriptive design was followed. Singh (1980) defined descriptive research as a design to explain the characteristics of the variables as it is. In business research we quite often use the term Ex post facto research for descriptive research studies. The main characteristic of this method is that the researcher has no control over the variables; he can only report what has happened or what is happening. The methods of research utilized in descriptive research are survey or study methods of all kinds, including comparative and correlational methods. In the present study, it is related to the adherence of the New Production Introduction process and the results of the production studies to place the new product in the market. It is based on predetermined objectives and methodology. In the process of study, the objectives are pre-determined. The methodology has been designed to fulfill the objectives for the study. 9. SUMMARY OF THE FINDINGS The present study concludes on the successful introduction of 40/50T Off-Highway Trucks to the Growth Markets. The study provides benefits of following the rigorous NPI Process. The study details on the Voice of the Customer (VOC) and Voice of the Business (VOB) analysis carried out upfront before starting the NPI program, as mentioned in Figure

15 Figure 7.1 VOC and VOB 770 / 772 Titan "" Series Base EM (Tender) (Private) Dev. Mkt. ATT Information Systems / Electronics Product Link Fluid Level Monitoring Economy Mode Autoidle/Autoshutdown Messenger Display Advisor/CMPD Display Tire Pressure Monitoring TKPH Guardian Ground Level ET Port TPMS Cab and Operator Environment Tilt Cab Heated Mirrors Power Mirror Foot rest Hinged & Sliding RH Window Power Left Window Trainer Seat, Lap belt Seatbelt Indicator HID Lights ISO 5006 Visibility Package 1 WAVS Package 3 WAVS Package EU Arrangement (incl. suspension) Heater Autotemp Air Conditioning Double Floor Radio Mounting Bracket Map Light Cigarette Lighter Deluxe Instrument Cluster Fuel Level Indicator - Cab 770 / 772 Titan "" Series Base (Tender) Body Dual Slope Body Flat Floor Body 8mm Liner (must select one) 12mm Liner (must select one) 16mm Liner (must select one) 20 mm Liner (must select one) 25mm Liner (must select one) 50mm Rubber (must select one) 100mm Rubber (must select one) Various Sideboards Safety Retractable Ground Level Access System Improved Brake Slope Holding Capabil Fire Supression Zone Self Adjusting Back-Up Alarm (audio/vi Performance ARC Extended Life Disc Brakes Cold Weather Starter Engine Heater 120V Engine Heater 240V Diesel Fuel Heater Compression Brake Exhaust Body Heat Routing Exhaust Muffler Exhaust Body Heat/Muffler Diverter TCS ECPC Advanced Shift Control Serviceability Ingress / Egress Lights Engine Compartment Lights Side Work Lights High Speed Oil Change Ground Level Grease Fittings Groeneveld Auto Lube Power Supply Ready The study rolls out the 8 phases of the Caterpillar New Product Introduction (NPI) Process and the Metrics that govern it. It also details about the elaborate tools used in the NPI Process and the benefits that arise due to following those tools. The study unwinds the Strategy behind introducing 40/50T Off-Highway Trucks in Growth Markets and its impact on Indian Economy and Growth. Selection of features that suit Growth Markets as mentioned in Figure 7.2 and their effective utilization are clearly explained during defining the program goals. EM (Private) Dev. Mkt. ATT The study reveals the Value Analysis (VET Analysis) of the features incorporated in the newly introduced 40/50T Off-Highway truck model. Production studies and competitive benchmarking of 40/50T Off- Highway truck model with competitor machines of similar class provided an opportunity to validate the performance of the newly introduced products in the market and provides a story for value selling and higher returns, as depicted in Figures 7.5 and

16 Figure 7.5 Value Analysis Figure 7.6 Competitive Benchmarking CAT 770G (40T) vs Competitor machine A - 21% higher productivity o 12% higher payload o 5% faster haul time - 3% lower fuel consumption - 24% metric ton/litre advantage CAT 772G (50T) vs Competitor machine B - 12% higher productivity o 12% higher payload o 6% faster haul time - 20% lower fuel consumption - 40% metric ton/litre advantage 15

17 10. CONCLUSION The study reconciles the deliverables that are needed for effective product production launch and the Reflection Analysis provides insight on the positives happened in the NPI Program and improvements that are needed as lessons learned in future programs. The results of this study determines how systematic adherence of New Product Introduction process at Caterpillar for the introduction of 40/50 ton rear dump trucks has paved way for the successful production launch of its products and how Caterpillar 40/50T products were subjected to competitive benchmarking with similar class products of competitors and emerged superior over competitors with regard to product performance and reliability. 11. SCOPE FOR THE FUTURE The present study is the base for many studies to follow. The Reflection Analysis opens door for many research works for young scholars. The lessons learned from the New Production Introduction Process provides opportunities to look for new avenues and methodologies to improve the effectiveness of the NPI process and reduce the lead time for NPI programs. The Production Studies provide base for further studies with other competitor models and improve value selling in the growth markets. The study also provides ample opportunities for future study in effective ways of handling and managing Engineering changes and implementation. The PPRD Analysis sets up new platform for young scholars to effectively capture analyze and manage customer issues. 12. BIBLIOGRAPHY a. New Product Development & Introduction SAP AG b. New Product Development Process Food Marketing Economics Magazine Fall 2008 c. New Product Development Managing and Forecasting for Strategic Success Robert J. Thomas d. New Product Development Solutions Tata Consultancy Services e. New Product Development Product Development & Management Association of India f. New Product Development Process Steps to develop New Products and Services more Business.com g. New Product Development Research B2B International h. New Product Introduction Caterpillar University i. Road Map for New Product Development Product Development Institute, Inc. j. Hauler Review Guide Edition 1, Vol 2009 ycvxcompetitive Benchmarking Vol 2008 Caterpillar University 16

18 A Peer Reviewed International Journal IJMRR INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW Peer Reviewed Journal of Inter-Continental Management Research Consortium A STUDY ON IMPACT OF RETAIL STORE STRATEGY AMONG CUSTOMERS OF SUPER MARKETS IN CHENNAI CITY Professor, St.Joseph s College of Engineering, Old Mamallapuram Road, Jeppiar nagar, Chennai 2 Assistant Professor, Asan Memorial Institute of Management, Velachery-Tambaram Road, ABSTRACT Dr.R.RADJAMANOGARY Chennai Retail is India's largest industry with vast employment opportunities after agriculture and it has the deepest penetration in rural India, generating more than 10% of India's GDP. In India the retail market is large accounting for 10-11% of the GDP. India has largest retail outlet density in the world with close to 10 million outlets today. These factors prove that retailing sector would be facing tremendous growth in the future. In India the retail segment is still in the nascent phase. Most of the retailers are new entrants to this sector. Most of the growth has been in the big cities and slowly the same would catch up in other cities. In today's customer driven economy the power has shifted from the manufacturer to the retailer. The retailer has gained prominence and the entire economy is becoming retailer-driven. For the purpose of data collection supermarkets in Chennai city has been selected. Various factors that would influence brand building of these supermarkets would be specifically analyzed and conclusions would be drawn. Understanding how a retailer should be positioned and how the brand assortment sold by the retailer is related to its image are thus of critical importance. Some retailers have managed their brands more effectively than others, as is evident in their performance. Keywords: Retail store, GDP, customer, supermarkets B.SAIPRIYA 1. INTRODUCTION: Supermarkets chains now have extensive ranges of own branded products and it has now reached 50% of grocery sales. However, developing the store as a brand is different from and goes beyond using own- 17

19 label products. It requires a change in outlook from traditional retailing management, which tends to deal with the various components of the retail format such as product range and store design, on a nonintegrated basis. Retail branding creates a brand preference, which goes beyond the product or service in itself. Retail brands get built by developing personal relationships with consumers rather than only through product and pricing. Retailers use advertising to build their brands and promotions to drive store traffic. Retailers have, still not felt the concept of individual customer communication outside the stores as a necessity. It is necessary that they seek to add a new form of dialogue with their customers. The quality of in-store service is a key factor in differentiating the retailer and winning a higher share of customer base. The Staff must be trained and motivated to recognize the regular customers to the supermarket and to offer them superior service.successful retailing has always been said to be about getting the right type of merchandising, forecasting, the supply chain, training and recruitment of high quality personnel and category management. Indian retailers should understand that the retail experience has become a popular leisure activity and they are vulnerable to any new competition for customers entertainment.it is the quality and value of the retail brands that they have sought to establish that will determine the loyalty of the retail shopper in future. This study thus focuses on determining the retail store elements involved in customers choice of store selection with special reference to supermarkets in Chennai city. 2. OBJECTIVES OF THE STUDY: 1. To determine the factors influencing consumers in choosing a particular supermarket. 2. To find out whether the variety of merchandise influence consumers selection of particular supermarket. 3. To understand the effectiveness of store atmospherics influencing the consumers in choosing a supermarket. 4. To study the level and quality of customer service in the supermarkets. 3. STATEMENT OF THE PROBLEM In the competitive retail environment the customers look for experiences that a supermarket can provide while delivering the products /services. Supermarkets tend to provide services that would increase the value of merchandise by combining the tangible deliverables with the intangible such as courtesy, access and reliability. The starting point of creating a unique brand identity is to identify the opportunities for the target customer segment. This requires is in understanding their lifestyles as well as the customers needs and expectations. The building of a retail brand image of s supermarket is associated with determining the specific value proposition that would be offered to the end consumers. The marketing efforts of supermarkets have to fashion an image around the brand that is consistent with the same benefits and also the various factors that would draw the consumers to the store. This study hence focuses on identifying the appropriate brand building strategies that would help the supermarkets around the Chennai city to enhance its brand image and would also create unique positioning in the minds of the target consumer groups. 18

20 4. SCOPE OF THE STUDY This study on retail brand building of supermarkets in Chennai city would help in understanding and identifying the strategies that are to be adopted by the retailers in developing their brand image. The proposed research portrays the various issues involved in creating a unique brand identity of supermarkets among the consumers. The present study would also identify the reasons associated with consumers choice of selecting a supermarket when compared with its competitors. This research would be also provides the relative importance of brand building of supermarkets to excel in the present competitive environment. This study would thus be of immense help to future researchers to understand the highly valued brand of supermarkets in Chennai city. 5. RESEARCH METHODOLOGY: Research is an intensive study in a particular field to achieve at a better conclusion of a problem. Research Methodology is a systematic way of solving the problem. The methodologies followed for this study are as follows. Research Design The research design is the basic framework or a plan for a study that guides the collection of data and analysis of data. In this market survey the design used is Descriptive Research Design. It includes surveys and fact-finding enquiries of different kinds. Moreover cross table analysis has been done for processing the data and information is derived to attain the objectives of the study. Sampling Design Population The consumers of Chennai city would be taken for analyzing and generating the findings, which is applicable for total market. Sampling Technique Simple Random Sampling Method is used to collect data. Sample Size Sample Unit The size of the sample is 106. The respondents of the study are part of population of Chennai city. Each family is considered to be the sampling unit Data Collection methods The collection of data is considered to be one of the most important aspects in the research methodology. Both primary and secondary data is used in this study in order to meet the requirements of the purpose. Primary Data 19

21 Under this study primary data would be collected by using Structured Questionnaire. The structured questionnaire consists of both open-ended and closed-ended questions. The primary data has been collected through the questionnaire by means of personal interview. The questionnaire consists of number of questions printed in a definite order on a form. The primary data was collected from individuals residing in Chennai City, with the help of questionnaire. Secondary Data The secondary data are sourced from various retail marketing websites, Magazines, Books, Pamphlets, Periodical Surveys etc. Tools Used The collected data were analyzed with the help of the following tools by using SPSS Package. Percentage analysis Chi-square test 6. DATA ANALYSIS AND INTERPRETATION SIMPLE PERCENTAGE METHOD TABLE GENDER OF THE RESPONDENTS Gender Frequency Percentage MALE FEMALE MONTHLY INCOME Monthly Income Frequency Percentage > K K K Total FREQUENCY OF STORE VISIT Visit Frequency Percent Daily Once a wk Thricea wk Monthly

22 CHI SQUARE TEST Rarely Total Null hypothesis: There is significant relation between frequency of store visits and new arrivals in the store. Alternate hypothesis: There is no significant relation between frequency of store visits and new arrivals in the store Chi-Square Tests Value df Asymp. Sig. (2-sided) Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 106 INFERENCE:- From the above table it is clear that there exists relationship between the frequency of store visits and new arrivals in the store. 5.2 Null hypothesis: Null hypothesis: There is significant relation between monthly income and purchase decision. Alternate hypothesis: There is no significant relation monthly income and purchase decision. Value Df Asymp. Sig. (2-sided) Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 106 INFERENCE:- From the above table it is clear that there exists relationship between monthly income and purchase decision. Null hypothesis: There is significant relation between frequency of store visit and effective billing procedure l Alternate hypothesis: There is no significant relation between frequency of store visit and effective billing procedure l 21

23 Chi-Square Tests Value Df Asymp. Sig. (2-sided) Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 106 INFERENCE:- From the above table it is clear that there exists relationship frequency of store visit and effective billing procedure. Null hypothesis: There is significant relation between gender and perception towards store environment. Alternate hypothesis: There is no significant relation between gender and perception towards store environment. Chi-Square Tests Value Df Asymp. Sig. (2-sided) Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 106 INFERENCE:- From the above table it is clear that there exists no relationship gender and perception towards store environment. 7. FINDINGS OF THE STUDY 1. The respondents visiting the supermarkets are 50% and above females. 2. The customers of the supermarkets fall into the income category between Regarding the frequency of store visits customers have divergent opinions. Few customers visit rarely and few of them visit frequently. 5. Customers are satisfied with the billing system in their supermarkets. 8. SUGGESTIONS There are various positive aspects shown by the customers towards the store design and product availability in the stores. Customer s loyalty towards a store could be maintained only through adequate customer service by the staff and attending to their queries promptly. The promotional tool play a crucial role in developing the 22

24 brand equity of customers. These aspects have to be properly designed and implemented by the stores for customer retention and customer store loyalty. 9. CONCLUSION This study is a clear indicator of the factors contributing to the brand equity of customers of various stores. Also customers expectations of store design has been understood in this study. These insights provide a clear picture for the retailers to build their brand image based on customer expectations. REFERENCES 1. Pearson Stewart (1996) Building BrandsDirectly, Macmillan Press, London. 2. Knapp Duane E. ( 2000 ) The Brand Mindset, McGraw Hill New York NY. 3. Crane Tony ( 2004) Battling the price chasm, The Ashridge 360 Jounal. 4. Tony Kent (2003) Management and design perspectives on retail branding, International Journal of Retail and Distribution Management, Vol.31 No.3, pp What s eating Indian retailing? Business Standard, 10 July When you see color, think of petrol pumps, Business Standard, 22 September Piping hot business, Business Standard, 10 December 2004 Mall Wonder, Economic Times, 1 April The Benetton Make over The Hindu Business Line, 07 August

25 A Peer Reviewed International Journal IJMRR INTERCONTINENTAL JOURNAL OF MARKETING RESEARCH REVIEW QUALITY PERCEPTION IN RAILWAY PASSENGER SERVICE (WITH SPECIAL REFERENCE TO KARAIKUDI TOWN) ABSTRACT Dr. D. ANDREWS SCOTT Assistant Professor of Commerce, Alagappa Govt. Arts College, Karaikudi The purpose of this study is to contribute to the literature of service quality importance in railway passenger service. The study has been based upon the Servqual technique providing southern railways. The study is undertaken from the perspective of the customers' perceptions. The five dimensions of service quality measurement are Reliability, Responsiveness, Assurance, Empathy; Tangibles have been examined to demonstrate the significance of service quality on customer satisfaction. The results endorse the importance of enhanced complementary service standards in railway passenger services. Finally, the findings provides there exists a negative gap between the perception and expectation with regards to all the five dimensions of service quality such as Tangibles, Reliability, Responsiveness, Assurance and Empathy. A wider negative gap is recorded on tangibility dimension and empathy dimension of service quality.. Keywords: Passenger service GAP; servqual; customer satisfaction, Customer expectations, 1. INTRODUCTION Customer is the most important person for any business enterprise. The business revolves around the customer. The more the Customer behavior is learnt, the more the needs and wants of the customers are fulfilled. The customer fulfillment response determines their level of satisfaction which is the key for successful business. The difference between customer s expectation and experience, that is the perception of actual services, leaves a gap which leads to dissatisfaction. 2. CUSTOMER EPECTATION AND PERCEPTI0N Customer expectations are the beliefs about service delivery that serve as standards or reference points against which performance is judged. As customers compare their perceptions of performance with 24

26 these reference points when evaluating service quality, thorough knowledge about customer expectations is critical to services marketers. How customers perceive services, how they assess whether they have experienced quality service, and whether they are satisfied are the various dimensions of customer perceptions. Perceptions are always considered relative expectations. Knowing what the customer expects is the first and possibly most critical step in delivering quality service. Being wrong about what customers want can mean losing a customer s business when another company hits the target exactly. 3. SERVICE QUALITY AND CUSTOMER PERCEPTION Service quality is a comparison of expectations with performance. In a linguistic sense, quality originates from the Latin word qualis which means such as the thing really is. There is an international definition of quality, the degree to which a set of inherent characteristics fulfils requirements (BS EN ISO 9000 (2000) Quality can be defined as fitness for use, meeting customer requirements, and freedom from deficiencies. In other words, quality is defined by the customer by meeting or exceeding their requirements. Service quality is a critical element of customer perceptions. In the case of pure services (e.g. health care, financial services, railway sector and education), service quality will be a dominant element of customers evaluations. In cases in which customer services or services are offered in combination with a physical product also service quality may be very critical in determining satisfaction. 4. DIMENSIONS OF SERVICE QUALITY The dimensions of service quality have been identified through the pioneering research of Parsu Parasuraman, Vlarie Zeithaml, and Leonard burry. Their research identified five specific dimensions of service quality that apply across a variety of service contexts. They are: Reliability: ability to perform the promised service dependably and accurately Responsiveness: willingness to help customers and provide to prompt services Assurance: employees knowledge and courtesy and their ability to inspire confidence Empathy: caring and individualized attention given to customers Tangibles: appearances of physical facilities, equipment, personal and written materials A customer's expectation of a particular service is determined by factors such as recommendations, personal needs and past experiences. The expected service and the perceived service sometimes may not be equal, thus leaving a gap. Service quality becomes a customer judgment and results from comparisons by customers of e expectations of service with their perceptions of actual service delivered (see Gronroos 1984: Berry et al. 1985, 1988). If there is a short fall, then a service quality gap exists which providers would wish to close. The concept of service quality gaps was developed from the extensive research of Berry and his colleagues (Parasuraman et al. 1985: Zeithmal et al. 1988). They defined service quality to be a function of the gap between customers expectations of a service and their perceptions of actual service delivery by an organization, and suggested that this gap is influenced by several other gaps which may occur in an organization. 25