ANALYTICAL STUDY OF INTERNATIONAL FURNITURE BRANDS IN THE EMERGING INDIAN MARKETS:-
A CASE STUDY OF ARREDO CLASSIC”
TABLE OF CONTENTS
S. NO. CONTENTS PAGE NO.
1. Title of the project……………………….………..…………….4
2. Statement of the Problem..………………….……..…….…..5
3. Objectives of the Study ……………………………………..6
4. Research Methodology ……………………………………………………7
5. Company Profile …………………………………………..….9
6. Questionnaire ………………………………………………10
7. References …………………………………………………..14
8. Chapterisation………………………….……………………16
9. Profile of Project Guide…………………………………….17
- 1. TITLE OF THE PROJECT
“ANALYTICAL STUDY OF INTERNATIONAL FURNITURE BRANDS IN THE EMERGING INDIAN MARKETS:-
A CASE STUDY OF ARREDO CLASSIC”
- 2. STATEMENT OF THE PROBLEM
While India was a promising market to many international brands, it was not completely immune to the global economic flu. More than its primary impact on the economy, it sobered the mood in the consumer market. Even the core target group for international brands, that had just begun to splurge, apparently without guilt, tightened the purse strings and either down-traded or postponed their purchases.
In 2008, in the midst of economic downturn, skepticism and uncertainty, the international furniture brands had continued to enter India at nearly the same momentum as the previous year. Many international brands such as Art Design Group, B.T.C. International, and Gardesa, Girasole entered India, targeting the luxury or premium segment. However, given the high import duties and high real estate costs, the products ended up being priced significantly higher than in other markets. Many players ended up discounting the goods heavily to promote sales while a few gave up and closed shop.
The study of showing International furniture brands value in the Indian Market. It attempts to understand the buyer decision processes/buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people’s wants.
It describes the How marketers can adapt and improve their marketing international brand campaigns and marketing strategies to more effectively reach the consumers for International Brands.
- 3. OBJECTIVES OF THE STUDY
Fixing the objective is like identifying the star. The objective decides where we want to go, what we want to achieve and what is our goal or destination.
1. To find out the customer perception & awareness towards the International Furniture brands.
- To find the level of customer satisfaction for International Furniture brands in the Indian Markets.
- To know the main factor which motivates them to buy international Furniture brands.
- To know the main source of awareness in them about the international furniture brands.
- To know their frequency of purchase of these products.
- 4. RESEARCH METHODOLOGY
The project being undertaken is exploratory research. Where in all these approaches of exploratory research like:
It is a way to systematically solve the research problem. The research methodology includes the various methods and techniques for conducting a research. Research is the systematic design, collection and analysis and reporting of data and finding a solution to a specific situation or problem. D.Slesinger and M.Stephenson in the encyclopedia of social sciences defines Research as, “ The manipulation of things, concepts or symbols for the purpose of generalizing to extend , correct or verify knowledge, whether that knowledge aids in construction of theory or in the practice of an art.” Research is, thus, an original contribution to the existing stock of knowledge making for its advancement.
DATA COLLECTION METHOD:
Data can be classified into:
a) Primary Data
b) Secondary Data
To accomplish the objectivity of this survey, primary data were needed; however, secondary data of the Arredo Classic and other companies were used for literature review and to have general inferences. To elicit data from the survey universe, a well-structured questionnaire was administered. The secondary data required were explored from company information brochures and Internet. The personal interviewing was carried out to elicit information from the respondents who were selected at random or convenient sampling
METHOD USE TO PRESENT DATA:
Questionnaire – It consists of both open ended and close ended questions.
Secondary data from various
- Magazines
- Newspapers
- Internet, etc
Data Analysis & Interpretation – Classification & tabulation transforms the raw data collected through questionnaire in to useful information by organizing and compiling the bits of data contained in each questionnaire i.e., observation and responses are converted in to understandable and orderly statistics are used to organize and analyze the data.
¨ Simple tabulation of data using tally marks.
¨ Calculating the percentage of the responses.
¨ Formula used = (name of responses / total responses) * 100
Graphical analysis by means of pie charts bar graphs etc.
NUMBER OF RESPONDENTS
Total samples of 50-75 respondents were contacted who responded to the questionnaires.
AREA OF STUDY
International furniture brands (Arredo Classic)
5. COMPANY PROFILE
Founded in 1998, Arredo Classic is a young company with high-skilled and well-experienced management and staff, which have achieved technical and commercial experience, on this specific range of medium-high level of product, during the past 40 years.
Since its foundation, Arredo Classic has consolidated its presence all over the world, selling and distributing the classic style of its bedroom, dining room and living room collections as a tradition and philosophy.
The Italian classic design furniture has always been considered a guarantee of elegance and fine furniture, and Arredo Classic combines its Italian style to high quality materials and best handcraft techniques.
This requires flexible production, well thought-out marketing and the backup of a highly professional network.
The modern buildings and functional offices of Arredo Classic are located in the beautiful countryside of Pesaro, Italy.
6. QUESTIONNAIRE
Q1. Have you ever gone for buying branded furniture from Arredo Classic store?
Yes
No
Q2. How did you get to know about Arredo Classic furniture brands?
Through friends
Through relatives
Advertisements
Internet
Window shopping
Q3. Is this your first purchase from this Arredo Classic?
Yes
No
Q4. If yes, what factors made you leave the previous Brands Company?
Low quality
High price
Was not up to your creative standard
Tired of buying from the same boutique
Any other reason
Q5. Do you feel that Arredo Classic furniture design is very unique and impressive from other brand furniture’s?
Yes
No
Q6. How long have you been purchasing the Arredo Classic items?
6 months
1-3 years
More than 3 years
Q7. Do you recall any banner/ad related to particular Brands?
Yes
No
If ‘yes’ where did you see it;
a. T.V.
b. Magazine
c. Outside an outlet
d. Billboard
e. Internet
Q8. Which of the following do you agree with?
a. Arredo Classic brand are convenient
b. Arredo Classic is the best place for purchasing when in emergency
c. Arredo Classic furniture represent style/self image
d. any other suggestion
Q9. Why do you prefer International furniture brands?
Quality
Comfort
Designs
Customer satisfaction
Price
Q10. How much you satisfy with the usage of International furniture brands of Arredo Classic?
Strongly satisfied
Satisfied
Neutral
Dissatisfied
Strongly dissatisfied
Q11. What do you like most about the Arredo Classic furniture Brand and company?
Services
Price
Goodwill
Good customer behavior
Q12. Do you satisfy with Arredo Classic furniture brand rates?
Yes
No
Q13. How likely are you to recommend Arredo Classic furniture brands to a friend or colleague?
Very Likely
Somewhat Likely
Neither Likely nor Unlikely
Somewhat Unlikely
Very Unlikely
Backgrounds:
1. Name _________________________________________
2. Sex: Male ………………….
Female …………………
3. Age: Below 18 …………………….
18-35 ………………………
35-50 ……………………
Above 50 …………………….
4. Education: Under Graduate ……………….
Graduate ……………….
Post Graduate …………………
5. Occupation: Service …………………..
Profession ..…………………..
Business …………………….
Other …………………….
6. Address ……………………………….
………………………………..
7. Phone no. ………………………………….
*Thanks for your valuable time and co-operation
7. REFERENCES
- Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, 2010-11
- http://www.shemag.com.pk/newsite/2002/de.
- http://easyweb.easynet.co.uk/~sohail/mai…
- Yuniya Kawamura: Fashion-ology. An introduction to Fashion Studies, Oxford and New York: Berg, 2005, ISBN 1-85973-814-1
- Gould, J and Dansk, G (1996). Children’s Preferences for Product Attributes of fashion Pre-Sweetened Cereals. Journal of food Products Marketing, 3(2):19-38.
- Grunert, G (2005) Brand quality and safety: consumer perception and demand. Journal of European Review of Agricultural Economics, 32(3):369-391; doi:10.1093/eurrag/jbi011.
- Shun, C., Yunjie, X. (2006). Effects of outcome, process and shopping enjoyment on branded products. Electronic Commerce Research and Applications 5(4), 272–281.
- 5. Amir, O., Lobel, O. & Ariely, D. (2005). Making consumption decisions by following personal rules. In Ratneshwar, S., & Glen, D. M., (Eds.). Inside Consumption: Consumer motives, goals, and desires. UK, Routledge
- Marketing Management by Philip Kotler – Prentice Hall India, 11th edition
10. Jimenez, Dabrali (26 September 2008). “A New Generation of Lolitas Makes a Fashion Statement”. The New York Times.
11. http://www.nytimes.com/2008/09/28/nyregion/thecity/28trib.html?_r=2&oref=slogin. Retrieved 13 February 2010.
12. Ishikawa, Katsuhiko, Gothic & Lolita, Phaidon, 2007, pp 13, 89, 93 et al.
13. Saramaki, Rinna, “From Boring to Beautiful”, La Vie en Rose, vol 2, pp. 21–24.
14. For Lolitas of All Styles. Lolita Fashion. Retrieved on 2010-03-24.
15. Harper, Melissa (27 December 2006). “R.I.P. – Requiem in Phonybrian – Review”. Anime News Network. http://www.animenewsnetwork.com/review/r.i.p-requiem-in-phonybrian. Retrieved 29 March 2010.
16. Arredo Classicbiz : Company Overview : History : 1960s, Arredo Classic, Inc., Retrieved on August 12, 2010.
17. Sage, Alexandria (June 26, 2008). “Arredo Classic profit up but shares tumble on U.S. concerns”. Reuters. Retrieved 2008-07-10.
18. “Arredo Classic sells Bauer Hockey for $200 Million”. The Sports Network. February 21, 2008. Archived from the original on 2008-02-25. Retrieved 2008-06-02.
19. http://www.wwd.com/furniture-news/kohls-aldo-ink-furniture-deal-3121649
8. CHAPTERISATION
Detailed/final Project Report will include the following chapters
Chapter –I Introduction
Chapter –II Objective and scope of study
Chapter –III Methodology
(Details of methodology used in studying and collecting the data
and issue will be described)
Chapter –IV Descriptive work
(Descriptive work on the topic, this chapter will include analysis and interpretation of data tabulation and categorization)
Chapter –V Study report
(Study report of other researcher will be observed and analyzed)
Chapter –VI Conclusion
Chapter –VII Limitations
Chapter –VIII Recommendation
Chapter –IX Bibliography
Chapter –X Appendix-1
(Questionnaire prepared for conducting study will be attached and
other papers which have not been mentioned above will be included, if required)
9. PROFILE OF PROJECT GUIDE
Name :
Age :
Educational Qualification :
Professional Experience :
Organization :
Current Designation :
Brief Profile :
(Maximum 200 Characters)
Address :
House No. :
Street :
City :
State :
Country :
Phone Number (Office) :
Phone Number (Residence) :
Mobile Number (10 digits) :
Email :