A

1
 PROJECT REPORT

ON

METRO METAL INDUSTRIES AND PROJECT WORK

ENTITLED AS

“ROLE OF SMAL L SCALE INDUSTR IES IN DEV EL OPIN G NA TIO N

AND ADVER TISE MENT TOW ARDS I TS SALES “

PREPARED AND PRESENTED

BY

MR.VITTHAL B. BHAWAR

Under the guidance of

Mr. YUNUS KHAN

(M.D METRO METAL INDUSTRIES, AURNGABAD)

Submitted to

The Nis Academy

Annamalai University
(Reliance Anil Dhirubhai Ambani Group)
Shreya Nagar, Aurangabad.
Ph. :( 0240) 2070042, 3207691 (Maharashtraa)

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 ACKNOWLED GEMENT

With immense pleasure, I would like to present this project report for Metro Metal Industries
Aurangabad. It has been an enriching experience for me to undergo my summer internship program at Metro Metal
Industries , which would not have possible without the goodwill and support of the people around. As a student Of
The Nis Acad emy (Re liance An il Dhi rubh ai Amban i Gr oup ). I would like to express my sincere thanks too
all those who helped me during my practical training programme.

Words are insufficient to express my gratitude toward Mr. Yun us Kh an , the Managing Director of
Metro Metal Industries.
As we know research work needs hard work, keen insight and long patience with scholarly vision based
on content operation hence it becomes a humble duty to express my sincere gratitude to Mr. Faruk Khan , Production
in charge, and Mr. Barkat Khan, Marketing Department, who helped me at every step whenever needed and Mr.
Jabbar khan, Finance Department at MMI. At last but not least my grateful thanks is also extended to Mr. Ganesh
Salunke (Director’ The NIS Academy Reliance Anil Dhirubhai Ambani Group). And my thanks to all my faculty
members for the proper guidance and assistance extended by them. I am also grateful to my parents, friends, Mr.
Sachin Satpute, Mr.Shivaji Tidke & Miss. Swapna Deshmukh to encourage & giving me moral support.

However, I accept the sole responsibility for any possible error of omission and would be extremely
grateful to the readers of this project report if they bring such mistakes to my notice.

Date: 31st jule 2009 Vitthal Bhawar

Place: Aurangabad the Nis Academy
Duration: 1ST June to 31st Jule 2009

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 EX EC UTIV E SUMMER Y
The MBA programme is well structured and integrated course of business studies. The main
objective of practical training at MBA level is to develop skill in student by supplement to the theoretical study of
business management in general. Industrial training helps to gain real life knowledge about the industrial environment
and business practices. The MBA programme provides student with a fundamental knowledge of business and
organizational functions and activities, as well as an exposure to strategic thinking of management.

In every professional course, training is an important factor. Professors give us theoretical

knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training
in the organization. It is only the training through which I come to know that what an industry is and how it works. I can
learn about various departmental operations being performed in the industry, which would, in return, help me in the
future when I will enter the practical field.

Training is an integral part of MBA and each and every student has to undergo the training for 2
months in a company and then prepare a project report on the same after the completion of training.

During this whole training I got a lot of experience and came to know about the management
practices in real that how it differs from those of theoretical knowledge and the practically in the real life.

In todays globalize world, where cutthroat competition is prevailing in the market, theoretical
knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in
his/her carrier activities and it is true that “Experience is best teacher”.

4
 IND EX

Sr.No. Topics Page No

1. Objectives of Project 7

2 Introduction 8

2 Company profile 26

3 Company Introduction 27

3. Marketing Research 35

5. Questions 42

6. Limitations 45

7. My Fin dings 46

8. Suggestions 47

Conclusion
9 48

10. Bibliography 49

5
 DECLARATION

I, Mr.V itthal Bhawa r, of The Nis

Acad emy , here by declare that I have completed this
project on “R OLE OF SMAL L SCALE INDUS TRIES IN DEVELOPI NG
NA TI ON AND ADVER TISEMENT TOWARDS ITS SALES” in the
academic Year 2009-2010.

The information submitted is true and original to

the best of my knowledge.

Mr. ViTTHAL BHAWAR

The Nis Academy
Annamalai University
(Reliance Anil Dhirubhai Ambani Group)
Shreya nagar, Aurangabad.

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 “ROLE O F SMAL L SCA LE IN DUS TRIES
IN D EVELOPI NG N ATIO N AND
ADVER TISEMENT TOW AR DS ITS SALES “

OBJECTIVE S OF THE PR OJECT

1. To know details of Small Scale industries

2. To know details of Metro Metal Industries.
3. To study Market Research detail.
4. Effective Advertisement towards Sales management.
5. Customer Survey and its Findings.
6. Performance and progress of Furniture

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 SMALL SCALE INDUSTRY

INTRODUCTION

The definition for small-scale industrial undertakings has changed over time. Initially they were classified into
two categories- those using power with less than 50 employees and those not using power with the employee
strength being more than 50 but less than 100. However the capital resources invested on plant and machinery
buildings have been the primary criteria to differentiate the small-scale industries from the large and medium scale
industries. An industrial unit can be categorized as a small- scale unit if it fulfils the capital investment limit fixed by the
Government of India for the small-scale sector.

As per the latest definition which is effective since December 21, 1999, for any industrial unit to be regarded
as Small Scale Industrial unit the following condition is to be satisfied: -

Investment in fixed assets like plants and equipments either held on ownership terms on lease or on hire
purchase should not be more than Rs 10 million.

However the unit in no way can be owned or controlled or ancillary of any other industrial unit.

The traditional small-scale industries clearly differ from their modern counterparts in many respects. The
traditional units are highly labor consuming with their age-old machineries and conventional techniques of production
resulting in poor productivity rate whereas the modern small-scale units are much more productive with less
manpower and more sophisticated equipments.

Khadi and handloom, sericulture, handicrafts, village industries, coir, Bell metal are some of the traditional
small-scale industries in India. The modern small industries offer a wide range of products starting from simple items
like hosiery products, garments, leather products, fishing hook etc to more sophisticated items like television sets,
electronics control system, various engineering products especially as ancillaries to large industrial undertakings.

Nowadays Indian small-scale industries (SSIs) are mostly modern small-scale industries. Modernization has
widened the list of products offered by this industry. The items manufactured in modern Small-scale service &
Business enterprises in India now include rubber products, plastic products, chemical products, glass and ceramics,
mechanical engineering items, hardware, electrical items, transport equipment, electronic components and
equipments, automobile parts, bicycle parts, instruments, sports goods, stationery items and clocks and watches.

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 HIST OR Y OF S MALL SCALE IN DUSTR Y

Ministry of Agro and Land Rural Industries and Ministry of SSI have been merged into a single namely, Ministry of
Micro Small & Medium Enterprises.

The President under Notification 9th May 2007 has amended the Government of India
(Allocation of business) Rules 1961, Pursuant to this amended Ministry of Agro and rural

Industries (Krishi Evam Gramin Udyog Mantra lay) and ministry of SSI (Laghu Udoyag Mantralay) have been merged
into a single Ministry, namely, Ministry of Micro Small & Medium Enterprises (Suksham Laghu Aur Medium Udyam
Mantralay)

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 CON CEPT & DEF INA TIO N OF SSI

In most parts of the world the nomenclature used is small and Medium Enterprises (SMEs) and the
criteria for defining include the number of employees and /or the turnover. In India the Small Scale Industry evokes
different meanings for different agencies and the financial institution. For example for the purpose of excise and sales
Tax Exemption, the turnover alone is the determining criterion. However in broader terms, currently, an SSI is defined
in terms of investment ceiling on the original value of instilled plant and machinery.

7.65 The small scale sector has played a very important role in the socio-economic development of the
country during the past 50 years. It has significantly contributed to the overall growth in terms of the Gross Domestic
Product (GDP), employment generation and exports. The performance of the small scale sector, therefore, has a
direct impact on the growth of the overall economy. The performance of the small scale sector in terms of parameters
like number of units (both registered and unregistered), production, employment and exports is given in Table 7.15.
7.66 During the one year period i.e., 2000-01

Over 1999-2000, the number of SSI units is estimated to have increased by 1,58,000, production at current
prices by Rs. 72,609 crore and at constant prices by Rs. 33,714 crore. Employment increased by 7,14,000 persons,
while exports were higher by Rs. 5,778 crores. 7.67 According to projections made by the Ministry of Small Scale
Industries during 2000-01, the SSI sector recorded growth in production of 8.09 per cent over the previous year. The
small scale industries sector has recorded higher growth rate than the industrial sector as a whole (4.9 per cent during
2000-01). It contributed about 40 per cent towards the industrial production as a whole and 35 per cent of direct
exports from the country. 7.68 The Government has been taking various measures from time to time in order to
enhance

The productivity, efficiency and competitiveness of the SSI sector. In pursuance of the comprehensive policy
package announced last year, the major developments that have taken place in the SSI sector during 2001-02

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 THE SM ALL SCAL E INDUSTRIAL UDER TAKING

An industrial undertaking in which the investment in plant and machinery, whether held on
ownership terms or on lease/hire-purchase basis, does not exceed Rs.10 million (Rs.1 crore) is regarded as a small
scale undertaking. These include manufacturing and service units.

Status of Small Scale Industries Undertaking

a) Ancillary Industries Undertaking :- Engaged in manufacture of parts, component

Sub-assemblies, The investment in fixed assets doesn’t exceed 1 crore.
b) Tiny Industries :- All small scale units, which investment on plant & machinery
(excluding land & building) up to Rs.25 Lakhs.
c) Export Oriented Units: - All small scale units, which export more than 50% of
Their output.

Tiny Enterprises

A unit is treated as a tiny enterprises where investment in plant and machinery does not exceed Rs.2.5 million
(Rs.25 Lakhs) irrespective of the location of the unit. Many shops,

Export Oriented Unit [Eou]

A unit with an obligation to export at least 30 percent of its annual production by the end of the third
year of commencement of production and having an investment ceiling up to Rs.10 million (Rs.1 crore) in plant and
machinery is termed as an export oriented SSI unit.
In India no separate definition of medium enterprises exists and as such there is no specific definition of Small and
Medium Enterprises [SMEs.] Administratively, in the Indian context, the industry universe is divided into three major
segments.

Mode rn Smal l Sc ale Industries

These cover SSI units [both in the factory and Non /Factory sectors] and power loom units. Such units mostly
use power driven machinery and possess superior production techniques. Units in this sub-sector are generally
located in close proximity to large industrial centers or urban areas. These industries are moving away from the
traditional products to knowledge-based products.

Tradition al Small Sca le Industries

This sector comprises tiny and cottage industry segments like handlooms, Khadi and Village Industries, handicrafts,
sericulture and silk, rubber and coir. These units are labor- intensive, are generally located in rural and semi-urban
areas and are artisan based. Usually the capital invested is also nominal.

11
 How a person can start a small scale industries in Indian Scenario.

1. For starting a Small Scale Industry other than the industries identified as those of highly polluting nature by
Pond cherry Pollution Control Committee (PPCC), entrepreneurs have to first apply to the Directorate of Industries
and Commerce, Pond cherry, Branch office at Karaikal, Sub-office at Mahe and Yanam, depending on the location of
the unit for Provisional SSI Registration in the form prescribed. In case of industries identified as those of highly
polluting nature by PPCC, entrepreneurs will have to first get clearances from the Pondicherry Pollution Control
Committee through the Directorate of Industries and Commerce and then approach for provisional SSI registration
after its clearance.

2. All proposals for setting up of H.T. Industries will be referred to the Electricity Department for getting initial
advice regarding the availability of power for the unit. In the case of such industries provisional registration / NOC will
not be issued unless the initial advice is received from the Electricity Department.

3. All the entrepreneurs irrespective of their size of investment, may approach the `Single Window Committee`
(Functioning in the District Industries Centre) for getting the requisite clearances expeditiously.

4. The regional office of the District Industries Centre will make available to the entrepreneurs/ Industrialists, the
prescribed application forms for obtaining clearances/ permissions from the following Departments (Photocopies and
computerized forms in the format required by the concerned Department will also be accepted): -

(a) Municipality /Commune Panchayat, in whose jurisdiction the industry is proposed to be set up.

(b) Chief Inspector of Factories;

(c) Town and Country Planning Department;

(d) Revenue Department;

(e) Agriculture department; and

(f) Electricity Department.

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5. Duly filled in application forms in prescribed format along with required copies of the site, building & machinery
layout plans and other relevant documents shall be submitted to the District Industries Centre or its regional office for
obtaining Clearances / Permissions from the various Departments. The District Industries Centre or its regional office
on receipt of the applications will forward the same to the concerned Department within three days of the receipt of
the applications.

6. After installing machinery. Entrepreneurs have to get licenses from the concerned Municipality/ Commune
Panchayat, License from Inspectorate of Factories and consent orders from the PPCC for operation of the unit.

7. After commencement of regular production, the entrepreneurs have to apply for Permanent SSI Registration to the
Directorate of Industries and Commerce..

II Procedure for obtaining change in location, inclusion of additional activities in case of Small Scale Industries.

Before commencement of production:- In case of Small Scale Industries the industrial unit has to submit a requisition
letter to this effect along with the original certificate to the Directorate of Industries and Commerce/ branch office at
Karaikal/ Sub- office at Mahe and Yanam, depending on the location of the unit. Then the changes have to be effected
in the Permissions/NOC issued by Municipality / Commune Panchayat, Inspector of Factories and PPCC.

2. After commencement of production:- Initially the unit has to obtain NOC from the Directorate of Industries and
Commerce to this effect and amendment in the Permanent Registration Certificate. These changes have to be
effected in the licenses issued by Municipality / Commune Panchayat, Inspector of Factories and PPCC.After
obtaining those changes, Industries Department will make

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 INST ITUTE O F SK ILLS DE VELOPMENT & TR AIN ING OF S SI

National Entrepreneurship Development Institute

National Institute for Entrepreneurship and Small Business Development

(NIESBD) Noida.

National Institute of Micro Small and Medium Entrepreneur (NIMSME)

Hyderabad.

Formally National Institute of Small Industry Extension Training (NISIEI)

Indian Institute of Entrepreneurship (IIE) Guwahati.

Other s
MSME Development Institute
Tools Rooms

Central Footwear Training Center- Agra & Chennai

.
Fragrance and Flower Development Center- Kannauj
.
Procer-Cum Product Development center- Agra
.
Electronics service & Training Center- Ram Nagar.

Institute for Design Electrical Measumg Instrument- Mumbai.

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 NEED O F F INANCE IN SS I

For running business finance is necessary. Owners of SSI need finance for fixed assets installation to start
business & working capital for keep the running condition.
Financial requirements of small scale industries can be classified into two heads:

Equity Capital: - This is the investment by the owner of the small unit for setting
Up a unit. At the time of establishing business it is very much required that the
Owner contributes his own capital & then he collects funds from loan. it is preferable
To purchase all fixed assets from owner funds as the chances of success as high in
That case. On the other hand depending upon interest beariy to outsiders loan acur-
Ring fixed assets result to maximum payment to outsiders in from of interest and
Very less amount left for entrepreneur as profit.

Loan Capital: - In real condition entrepreneur doesn’t have adequate funds for Sting in
The units, so the owner requires long term and short loan. Long term loans
For purchase of fixed assets and short term loan for making day to day expenses. A
Financial structure will be that whatere more investments are from own (equity)
Capital. But as the loan from outsider also important so the amount of outsider fund
Should be less than or equal to owners fund.

15
FINANCING OF SSI

`Government has recognized the important role of entrepreneurs in the industrial development of the
economy, especially through the small-scale industries (SSIs). SSI is essential for Indian economy in terms of
employment generation, foreign exchange earnings, and its share in industrial output, and contribution to national
income. The government of India and state governments provides a number of special facilities and incentives.

The incentives not only motivate entrepreneurs to set up industries in the small-scale sector, but also
strengthen the entrepreneur’s base in the economy. Of all the elements that go into a business, credit is the
perhaps the most crucial. the best plans can come to naught if adequate finance is not available at right time. SSIs
need credit support not only for running the enterprise & operational requirements but also for diversification,
modernization / up gradation of facilities, capacity expansion etc. In respect of SSIs, the problem of credit becomes
all the more critical whenever any episodic event occurs such as a large order, rejection of consignment, inordinate
delay in payment etc. In general, SSIs operate on tight budgets, often financed through owner’s own contribution,
loans from friends and relatives and some bank credit.
Government of India recognized the need for a focused credit policy for SSI in the early days of promotion of SSIs
and RBI has been instrumental in devising a multi-stage approach / financial system for credit dispensation to
different sectors of the economy, for example, agriculture, industry, exports, SSIs etc. This section focuses on the
role of SIDBI, SFCs and commercial banks in granting credit to small scale and tiny sector.

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FINANCIAL INSTITUTION WHICH SUP POR TS DEV ELO PING OF SSI

1 National Small Industries Corporation (NSIC)

Set up in 1955 to promote S.S.I.

Corporate Term Loan Scheme to acquire land & building & working capital.
Hire-Purchase Scheme to supply of indigenous & imported machinery & equipment.
Equipment Leasing to expand these capacities or diversify or upgrade their technology.
Working Capital Finance.

Bill Financing

Bills drawn by small scale units for the supplies made to the reputed and well established

Enterprises and duly accepted by them will be financed / discounted by NSIC for a maximum period of 90 days.

Working Capital Finance

Finance for augmenting working capital of viable and well managed units, on selective basis in case of
emergent requirements, to enable them to payoff their purchases of consumable stores and spares and production
related overheads particularly electricity bills, statutory dues, etc.

Export Development Finance

Finance for export development to export oriented units for meeting their emergent requirements. Pre and
post shipment finance shall also be provided to such units at usual terms & conditions.

Equipment Leasing Scheme

The object of the Leasing Scheme is to assist SSI Units to procure industrial equipment for modernization,
expansion and diversification of their industries.

Hire Purchase Scheme

Supply of indigenous and imported machinery and equipment on easy financial terms with special focus on
women entrepreneurs, weaker sections, handicapped and ex-servicemen and SC/ST entrepreneurs

17
 BENEFITS
100% financing at very liberal terms with easy repayment schedule.

Simple formalities and speedy sanction.

Single window system for imported equipment. The Corporation undertakes to complete formalities like procuring
import license, opening of Letter of Credit etc.

Tax rebate on full 5 year lease rental.

2 Small Industries Service Institute (SISI)

The scheme was launched on the auspicious day of 2nd October, 1993. the birth Anniversary of Mahatma Gandhi all
over the country the main objective of the PMRY scheme was to provide easy subsidized financial assistance to
educated unemployed youth for starting their own enterprises in manufacturing, business and service and trade
sectors initially the scheme was aimed at providing self-employment to one million educated unemployed youth in the
country by setting up 7 lakh micro enterses through inducting service and business ventures over a period of 21/2
yers. The scheme was a stupendous success and caught the imagination of the youth. Overwhelmed with the
response and ever-increasing need, the government has decided to mark it a permanent scheme and framed
modalities and guidelines for its successful implementation and fulfil the purpose for which it designed.

Salient Features of PMRY Scheme

• This is centrall sponsored scheme

• The development commissioner (Small-Scale industries) under ministry of Small Scale and Rural Agro,
Industries Government of India is the apex body for this scheme.
• The respective commissioner/director of industries implements the scheme at the state level except the four
metropolitan cities, with an overall monitoring by the concerned Secretaries of industries.
• The implementation agencies at the grass root level are District Industries Centre (DIC) who would be
instrumental for the grounding of the units.
• Small Industries Service Institute (SISI) located in the four Metropolitan cities of Delhi, Kolkata, Mumbai and
Chennai are the implementing agencies of this scheme.
• The DCSSI has setup a special PMRY division in the headquarters under the able guidance of an IAS officer.
DCSSI formulates the rules, regulations and guideline instruction and provides clarifications on all the matters
pertaining to PMRY scheme. It has also devised complete feedback information by the means of getting
monthly, quarterly and annual progress reports from all the states to closely monitor the implementation and
progr ess of the scheme.
• Similarly at the state level, State level PMRY committee meetings monitors the progress of the scheme every
quarter.

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 • The yearly target for number of beneficiaries for each state is fixed by DCSSI.

3 NSIC

NSIC assist and promotes SSI sector through various schemes. A composite term lone scheme assists
existing and prospective entrepreneurs to acquire land and building, machinery, equipment and working capital at one
place. Machinery and equipment are provided through hire purchase and leasing on easy financial terms and full
financing. Working capital finance and off the shelf availability of scarce materials are also provided. SSI units can get
registered with NSCI to avail benefits of local /global tender and also for Government Store Purchase Programme.
NSIC also does bill discounting up to a specified limit. The 5 NSIC Technical Service Centers and a number of
extension centers provide technically trained manpower testing facilities and prototype modification. The Technology
Transfer Centre provides on-line data on latest technology. The NSIC-STP complex provides packaged infrastructure
facilities for software export units to be set up in the complex NSIC also provides various marketing facilities (e.g.
exhibitions, BSM, etc.). It also operates an Indo-Italian Line of Credit for select sectors. NSIC is also working out a
programme for development of SSI sector in the North-Eastern Region. Once approved in principle, NSIC will
implement a scheme a Mentoring / Advisory services for SSI sector in select clusters. Technocrats and successful firm
owners will provide the service to SSI units on a payment basis, which will be supported by the scheme NSIC has
offices all over.

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FINANCIAL INSTITUTIONS WHICH GI VES FINANACIAL SUP POR T TO SSI

1. Small Industries Development Bank Of India (SIDBI)

The SIDBI was established in 1990 as the apex refinance bank. The SIDBI is operating different programmers and
schemes through 5 Regional Office and 33 Branch Offices. The financial assistance of SIDBI to small scale sector is
canalized through the two routes- direct and indirect.

a). Indirect Assistance

a) SIDBI’s financial assistance to small sector is primarily canalized through the
Existing credit delivery system, which consists of state level institution, rural and
Commercial banks.
b) SIDBI provides refinance to and discounts bills of Primarily Lending Institution (PLI)
c) The Assistance is Available for
i. Marketing of SSI product.
ii. Setting up of new venture.
iii. Availability of working capital.
iv. Expansion.
v Modernization.
vi. Human Resource Development .
vii. Diversification Of existing units for all activities.

b). Direct Assistance

a) The loans are available for new ventures, diversification technology up gradation, modernization and
expansion of well run small scale enterprises. Assistance is also available for private sector.

b) Small scale sector is eligible for maximum debt-equity ratio of 3:1.

c) Foreign currency loan for import of equipment are also available to export oriented small scale enterprises.

d) SIDBI also provide venture capital assistance to the entrepreneurs for their innovative ventures if they have a
sound management team, long term competitive advantages and a potential for above average leading to
attractive return on investment.

New Initiatives of SIDBI

a) Two Subsidiaries viz. SIDBI Venture Capital Limited and SIDBI Trustee company Limited formed to oversee
Venture Capital.

20
 b) Technology Bureau for Small Enterprise formed to oversee Technology Transfer,
March making Service, Finance Syndication and facilitating Joint Ventures.

c) SIDBI Foundation for Micro Credit has been launched to provide financial assistance to the poor to meet
emerging needs of the micro finance sector especially in the rural areas.

PERFORMANCE OF SIDBI

SIDBI's efforts have resulted in increased flow of credit to SSI sector since inception as indicated below:

Year Sanction Disbursement

1990-91 2410 1839
1991-92 2847 2028
1992-93 2909 2146
1993-94 3357 2672
1994-95 4706 3390
1995-96 6066 4801
1996-97 6485 4585
1997-98 7484 5241

2 Industrial Finance Corporation of India (IFCI)

IFCI was set up for the purpose of assisting the medium and long term projects for capital expenditure on projects,
expansion, and modernization and technological up gradation etc. it plays promotional and developmental role,
particularly in relation to the small and medium scale entrepreneurs.

Main function is providing:

Underwriting and guaranteeing facilities to the industrial concerns.
Term loan and foreign currency loans are through foreign credit lines from foreign banks and cooperative societies
engaged in
a. Manufacturing, preservation and processing of goods
b. Shipping
c. Mining
d. Hotel Industry
e. Electricity generation and distribution etc.

It concentrates mostly on medium and large scale projects .by an agreement with other Financial Institution and IDBI;
the IFC specializes in financing of certain industries like jute, cement, sugar etc.

21
3 I ndustrial Developmen t Bank of I ndia (IDB I)

IDBI Bank Limited. -

General Code of Conduct and Ethics (COCE) for IDBI Bank Ltd, Directors,
Officers and Employees
IDBI is the leader in the Indian Capital Market. It has both regulatory and development functions. The role
of IDBI in the market is to promote and develop industries as per the planned projection of the Governmen that, to
provide technical and assistance for the expansion and modernization of the industry and for rediscount and refinance
facilities to financial institution. IDBI as the leader in the market coordinates guides and Monitors the credit facilities by
all India and State level financial institution and development corporations. It undertook the responsibility the
promoting and financing the small and cottage industries and also the import-export trade of the country until separate
bodies namely Exim Bank and Small Industries Development Bank of India (IDBI) were set up.

i. Textile Modernization Fund Scheme for the purpose of promoting modernization of

Jute and cotton textile industries.
ii. Venture capital Fund Scheme for developing new ventures and promoting risky
Ventures by new technicians and new entrepreneurs.
iii. Technology up gradation Scheme for the purpose of upgrading technology in
Selected capital goods industries.
iv. Energy conservation Scheme for the purpose of financing energy saving proposals
Of industries and.
v. Seed Capital Scheme for the purpose of providing initial seed capital in the form of promoters contribution to
new ventures. The IDBI operates direct assistance schemes whereby project appraisal and financing for
medium and large scale projects is undertaken. It provides refinancing under the Industrial Loans Scheme for
the loans extended by commercial and operators and units in the backward areas etc.

IDBI also borrows abroad and secures funds under arrangements with foreign financial institution, foreign
banks and foreign governments and operates foreign lines of credit, secured by the Government.

FUNCTIONS

 NATIONAL INTREST
 FINANCIAL REPORTING AND RECORDS
 CARPORATE DISCLOSURE PARTIES
 COMPETETION
 EQUAL RIGHTS
 PROHIBITED BUSINESS

22
  CORPORATE OPPORTUNITY
 ETHICAL STANDARDS

4 State Development of Corporation (SIDc)

Sources of Funds
Issue of bonds and debentures in the market, fixed deposits from the public, borrowings from RBI, IDBI, state
government etc. These bodies assist small scale industries, units in backward areas, new entrepreneurs etc.
Industrial Development Corporation, Industrial Investment corporation were set by some states for promotion,
infrastructural development, and financial, managerial and entrepreneurial guidance to the industrialists, provision of
industrial sheds/ plots for setting units up of small units etc.

5 Commercial Bank
In India, the banks are major sources of finance, are encouraged in several ways to extend export fianance, to achive
the objectives of foreign trade policy. Credit requirement of SSIs is basically of two types- Long Term Loans and
working Capital. Commercial banks with their extensive network of branches operating nation wide are primary
channels for working capital requirement.
Banks are required to compulsory ensure that defined percentage (currently 40%) of their overall lending is made to
priority sectors as classified by RBI. These sector their include agriculture, small industries, export etc. The inclusion
of small industries in this list makes them eligible for this earmarked credit. With the liberalization of the Indian
economy, greater emphasis was placed on meeting the credit needs of SSIs. This was manifest through the following
initiatives taken by RBI.

a) Credit for tiny sector has been earmarked within overall lending to small industries. In order to ensure that
credit is available to all segments of SSI sectors RBI has issued instruction that out of the funds normally
available to SSI sector, 40% be given to units with investment inplant & machinery up to Rs. 5 lakhs, 20% for
units with investment between 5 lakhs to Rs. 25 lakhs and remaining 40% for other units.

b) Public sector banks have been advised to operationalise more specialized SSI branches at centers where
there is a potential for financing many SSI borrowers. As on March 2002, 391 specialized SSI branches are
working in the country.

c) ‘Single Window Scheme’ was extend to all districts to meet the financial requirements (both term loan &
working capital) of SSIs.

d) Laghu Udyami Credit Card (LUCC) Scheme was launched by the public sector banks for providing simplified
& borrowed friendly Credit facilities to SSI, tiny enterprises retail traders & artisans.

23
 e) Composite loan limit was enhanced to Rs.50 lakhs from Rs.25 lacks.

6 Indigenous Bankers Or Money Lender

As the funds from bank required lot of paper work, security & has combusome procedure the small entrepreneur have
to borrow late of interest charged by money landers are high. The money lenders don’t have specified interest rate,
security condition and term of loan. It keeps on verify as per the goodwill of borrower.

7 Public Deposits

Public deposit means collecting funds by general public by issuing public deposit certificate. The small scale unit need
not to keep any security against funds collected by public deposit, but rate of interest is higher than the interest rate
provide by commercial bank.

IDBI also borrows abroad and secures funds under arrangements with foreign financial institution, foreign banks and
foreign governments and operates foreign lines of credit, secured by the Government.

24
 SSI’s AS CREATOR OF THE JOBS

Small Scale Industries (SSIs) have always been regarded for their high employment intensity. SSIs today
employ over 192 lakh persons and this is targeted to grow at 4% per annum during the 10th Plan period of 2002-
2007. Though often described as ideal vehicles for promotion creation of jobs in the economy, at the same time, it is
also true that the nature of employment in the sector is undergoing change. Employment generation figure declined
from 6.3 persons per SSI in 1987-88 (2nd Census) to 3.6 persons per SSI in 1999-2000 (Sample Survey). Expert
committees which have looked at this issue have also come up with different sets of recommendations. The Task
Force on Employment Opportunities under Shri Montek Singh Ahluwalia had identified SSIs as an important source of
employment and as an important incubator for entrepreneurship. The Task Force however called for a shift in policy
from protection to promotion. The Task Force felt that almost 70% of the total employment opportunities generated
over the next 10 years were likely to be in the services sector. On the other hand, a Special Group on Employment for
creation of 10 million employment opportunities per year over the 10th Plan under Dr. S.P. Gupta has recommended
that since more than 92% of employment generation in the economy is coming from small and medium enterprises,
including agriculture - commonly defined as the unorganized sector, there is need to give special focused attention for
meeting the requirements of small and medium enterprises to enable them to create more jobs in the future.
During the 1990s, jobs in the organized sector grew at less than 1% per annum while jobs in the SSI
sector increased by 3.5% every year. In the changing scenario, on account of globalization and liberalization, what
shall be the impact on the creation of new jobs by SSIs? Does increase in capital intensity of SSIs, as they go in for
technological up gradation

25
 COMPANY PROFILE

Name of Company : Me tro Me ta l Ind ustr ies

: Plot No. E-31/4, MIDC Area, Chikalthana,
Address Aurangabad (M.S.) - 431 210, India

: Beside Jhalani Tools, Near Wockhardt Research Centre

Location

: 800 Sq. Mtrs

Area of Factory

: 369 Sq. Mtrs. including Office Block & Manufacturing Unit

Buildup Area

: Metro Metal Industries is established on

Establishment of Company 4th September 2003 at Chikalthana, Aurangabad

: There are 25 skilled and highly experienced

Available Human Resource employees working honestly for the Company

Availability of Power : Company has got sanction power supply

26
 of 50 HP

COMP ANY INT ROD UCTIO N

In the year 2003, I. K. Interior is a globally recognized name as a manufacturer and exporter of a versatile range of
furniture that are used in various domestic and commercial sectors. We are briskly marching ahead in the global
arena by our wide-spreading collection of plastic, wooden, metal and other types of furniture. Along with that we have
also executed some turnkey interior designing projects for some top notch names of the industry.

We have achieved a desirable position in the industry, owing to the competent management and
futuristic approach of our mentor, Mr. Yunus Khan. It is because of his sincere efforts, that we have been authorized
with an enormous power supply of 50 H.P. Leveraging on our world class designing and fabrication amenities, we are
able to craft a complete line of sturdy and highly compatible products.

Our view
Our creative designers and imaginative craftsmen make use of our resources and create an inimitable range of
universally appealing products that suits the aesthetic tastes of variegated sections of our society. We have wide-
spread distribution network that enables us to meet the bulk demands of our customers in a short span of time,
despite of being geographically apart.

27
Application Areas

Our company is widely acknowledged for its attention-grabbing and durable range of furniture items. Our innovatively
designed and customized furniture range rae use din diverse applications like:

• Hospitals
• Educational Institutions
• Offices
• Corporate Houses
• Hospitality sector
• Household sector

Pro ducts
We are a renowned for our diversified range of furniture that is used in diverse commercial and house-hold purposes
all over the world. The basic material used for crafting this furniture is plastic, metal, wooden and others. For metal
furniture we generally use CRCA sheet, mild steel, angle, flat pipe, paint, hardware and other allied material that are
mostly purchased from Mumbai and Indore apart form other regions.

Our furniture range can be broadly classified as Wood Furniture, Metal Furniture, Handcrafted Wood Furniture,
Hospital Furniture, Educational Furniture, Office Furniture, Display Furniture, Tractor Trolley Panel, Slotted Angels,
Racks, Modular and Steel Furniture, False Ceiling and many more.

Some of the remarkable features of our furniture rage include:

• Durable
• Long-lasting
• Stylish and fashionable
• Available in conventional as well as ultramodern designs

Customi zation

We cater to the furniture requirements of different sectors. So, we also offer our clients the freedom to request for
customized furniture to suit their requirements in best possible manner. Our professionals listen to the requirements

28
and preferences of our clients and design the most appropriate products for them. After getting the approval of design
from our client’s side, we make judicious utilization of our resources to fabricate furniture in exact specifications as
provided by the clients. We customize our furniture range in terms of sizes, sittings, paint, finishing, material, design,
and other alterable specifications. This facility has earned great appreciation from our client’s side, as it gives them
the furniture that is their most worthy possession.

Manufacturing Faci lities

We boast of a robust manufacturing facility that has all the amenities that are required for efficient and faster
production of our products. Our huge factory is located in a plot area of 20300 sq feet, in which we have used a space
of 9700 sq feet to build our industrial unit. We use latest and technically advanced machines that enable us to achieve
a huge production capacity of 5000 units. This results in executing faster order processing and placement of our
clients.

So me of the mach in es ins ta ll ed a t o ur un it are:

• Shearing machine
• Press break machine (livdrolic)
• Tower press
• Power press
• Lathe machine
• Fly press break
• Folding press
• Trunk folding machine
• Spot welding
• Welding machine
• Gas welding machine
• Co2 welding machine
• Organ welding machine
• Powder coating machine
• Compressor unit
• Gas oven
• Hand drill machine
• Fly press
• Hydraulic pipe bending
• Manual pipe bending

29
• Cut of machine
• Bench grinder
• Three tanks de-rusting treatment

In addition to these machines, we have a full-fledged powder coating unit to provide superb finishing to the furniture,
thereby ensuring longer functioning life and classy appearance. Our powder coating unit uses Mitsuba system using
Japanese technology; electric and gas oven of size 12"x 7"x 4.5' ft; powder coating booth of size TX 4"x 6' ft; Air
compressor unit 5 hp offers on line working and other facilities. We also provide phosphate and clearing treatment on
seven tank procedures. Our in-house designing unit is equipped with latest design software to create innovative
product range. Our manufacturing and designing facilities are backed by our technical experts, artisans, designers
and other professionals.

Tea m
Our workforce is an intrinsic aspect of our company and without them it would be impossible to execute any task.
They play an extra ordinary role in our success and it is because of them that we have achieved a highly respectable
position in a small period of time. Professionals belonging to different fields together make our team, who work in
harmony to create inimitable range of stylishly crafted furniture. Our team members comprises of designers,
craftsmen, quality auditors, administrators, sale & marketing personnel, technical experts and other personnel. Our
professionals efficiently execute their duties and ensure uninterrupted supply of products. They also assist our clients
in availing custom designed furniture.

Qual it y
Quality is the key to our success and we strictly adhere to it during the execution of all our activities. We ensure that
the material used to craft furniture is of high grade and are subjected to stringent quality checks, prior to their usage.
Our commitment to provide durable and comfortable range of furniture makes us to cautiously test and inspect all
products at different production stages. We employ latest techniques to ascertain that our products meet international
standard of quality. Several parameters on which our products are checked are:

• Durability

30
• Finishing
• Material
• Preciseness in dimensions and designs
• Wood Polishing
• Powder coating
• Sturdiness
• Inspection for risky edges and paint

Our careful vigilance and uncompromising approach towards quality compliance has enabled us to offer qualitative
and cost effective range of furniture.

Cl ients
Our company caters to the requirements of a wide-spread clients belonging to different sectors and countries. We
specialize in providing furniture for our clients ranging from hospitals, corporate houses, industries, educational
institutes and other sectors. Our products are also availed by shopkeepers, restaurateurs, and various government
and private offices. Some of our highly valuable clients are: Customers hailing from educational sectors

• Pravara Educational Trust

• Shri Shivaji Madhyavartt Sahakari Grahak Bhandar Ahmadnagar
• Chate School
• D.k.m.m. Homeopathic College
• Bhagwan Homeopathic College
• Queens College Of Education
• Sant Sadguru Horticulture College And Primary School
• Maharashtra Public School
• Rajshri Shau Vidyalay And D.Ed College
• Rashtriya Charitable Trust
• Uttamrao Patil Nursing College
• Md. Ali Johar D.Ed College
• New Azeem D.Ed College

Han dcra ft ed Furn it ure

31
Empowered by our full fledged designing and manufacturing facilities, we are able to create an incomparable range of
furniture that are crafted from different material like plastic, metal, wood and many more. Our furniture is used in
several sectors for furnishing purposes and is helpful in providing them a distinct class along with comfort ability and
functionality. Our all-embracing range of furniture includes:

Scho ol F urn it ure

We offer school furniture, which are manufactured from quality wood & steel materials. This education furniture are
perfectly designed to provide sitting arrangements in the classroom. Constructed with a view to provide good sitting
postures to the students, thus making them comfortable for sitting. These are available at most competitive prices.

Hos te l Fur ni tur e

Our company also offers hostel furniture, which are perfectly designed to provide best comfort level to the children at
hostel. These are manufactured from quality wood & steel thus making them durable in the long run. They have
sufficient shelves for keeping the utilities. The side stairs are also well set to provide convenient to children while
climbing to the upper bed. These are available at most reasonable prices.

Industrial Furnitur e
Our company offers industrial furniture for the usage in industries. These are designed to provide more space and the
materials can be stored well without any fear of damage. Our ranges of industrial furniture are manufactured from
qualitative raw materials. These are available at most competitive prices.

Library Furniture
Our library furniture is manufactured from qualitative raw materials, thus providing complete storage solutions to
library. These furnitures have many shelves, thus providing more space for keeping books. These are designed
perfectly to occupy less space. This furniture is available at most competitive prices.

IC U Eq uipment
We offer ICU equipment, which is widely used in the hospitals and thus providing comfort to the patients. These are
manufactured from top grade raw materials to provide durability & long service life. Our ranges of ICU equipment are
available at most competitive prices.

Supplementary Equipment
We offer supplement equipment, which are manufactured from qualitative raw materials, thus providing complete

32
storage solutions. This equipment is used for storing many things at a time. The wheels in the legs are helpful in
carrying things from one place to another. These are available at most competitive prices.

Ward Equipment
Our company is engaged in the manufacturing of ward equipment, which is manufactured from qualitative range of
raw materials, thus providing them long service life. Its wheels are also manufactured from top grade rubber to give
them more durability. The equipment is perfectly designed to provide comfort to the patients.

Dual Desk
We are engaged in the manufacturing of dual desk, which are manufactured from quality wood & steel materials. This
furniture is perfectly designed to provide sitting arrangements in the classroom. These dual desks are very
comfortable in sitting and thus prevent from any backache. These are available at most competitive prices.

Television Stand
Our company is engaged in the manufacturing of T.V. stand is perfectly designed to give complete support to the
television. These are manufactured from qualitative raw materials thus, providing they long service life. Our range of
T.V. Stand is available at most reasonable prices.

Slotted Angle Storage

Our company offers a wide range of slotted angle storage, which is manufactured from top quality metal sheets, thus
providing storage solutions. These storage stands can be used in departmental stores, shops and other industrial
usages. Our ranges of slotted angle storage are available at most competitive prices.

Cable Tray
We offer cable tray, which is known for its high performance & cost-effective. Manufactured from qualitative range of
raw materials, our range of cable tray provides solutions to different industries. These are available at most
competitive prices.

Stretcher With Trolley

Our company is engaged in the manufacturing of stretcher with trolley, which provides numerous solutions to
hospitals. These are manufactured from qualitative range of raw materials so as to give them long service life. The
trolley attached with the stretcher is very beneficial for moving the stretcher from one place to another. Our ranges of
slotted angle storage are available at most competitive prices.

AVAILABLE ULTRA MODERN MACHINERIES

33
AmbikaMake - 2500 mm X 4 mm thick under crank Shareing Machine

Acme Make-30 Tonne Power Press

Digvijay Make -10 Tonne Power Press

90 Folding Machine-8'

Rajesh Make - Hand Operated Folding Machine - 5'

Press Brake Screw Type Machine

Drilling Machine - 15 mm

Cut-offMachine-12"

Welding Machine-4 Nos.

Spot Welding Machine -15 Kv

Bench Grinder

Parkin Make - 5 HP. Heavy Duty Compressor Machine

POWDER COATING UNIT

Mitsushita, Japan makes System Powder Coating Unit

Electric & Gas Oven- Size 12' X7'X4.5I

Powder Coating Booth-7'x4'x 6'

Air Compressor Unit - 5 HP offers on line working

Also offering Phosphating & Clearing treatment on three tank & 7 time procedures.

RAW MATERIAL AND THEIR SOURCES

Major Raw Material is SRC A Sheet, MS Angle, Flat Pipe, and Paint & Hardware.

34
 Company prefers vendors of Mumbai & Indore to purchase above mentioned material. The vendors are also ensuring
the Value for money and time to procure the same on time to avoid late delivery.

Besides that Company is purchasing Paints from local market, since the customer is king of market and Company is
providing what is, how is, required by customer. To avoid major inventory & shade difference it is necessary to
purchase Paints from local market.

MARK ETING RESE ARCH

Marketing research plays an important role in the process of marketing. Starting with market component of the
total marketing talks. It helps the firm to acquire a better understanding of the consumers, the competition and the
marketing environment.

DEFINITION

“Marketing research is a systematic gathering, recording and analysis marketing problem to facilitate decision
making.”
- Coundiff & Still.

“Marketing research is a systematic problem analysis, model building and fact finding for the purpose of important
decision making and control in the marketing of goods and services.
- Phillip Kotler.

MAIN STEPS INVOLVED IN MARKETING RESEARCH

35
Defining the Marketing Problem to be tackled and identifying the market research problem involved in the task.
(1) Define the problem and its objectives.
(2) Identify the problem.
(3) Determine the information needed.
(4) Determine the sources of information.
(5) Decide research methods.
(6) Tabulate, Analyze and interpret the data.
(7) Prepare research report.
(8) Follow-up the study.
(1) Define the problem and its objectives: - This includes an effective job in planning and designing a
research project that will provide the needed information. It also includes the establishment of a general
framework of major marketing elements such as the industry elements, competitive elements, marketing
elements and company elements.

(2) Identify the problem: - Identifying the problem involves getting acquainted with the company, its business,
its products and market environment, advertising by means of library consultation and extensive
interviewing of company’s officials.

(3) Determining the specific Information needed :- In general the producer, the manufacturer, the wholesaler
and the retailer try to find out four things namely :-
(1) What to sell
(2) When to sell
(3) Where to sell
(4) How to sell

(4) Determine the sources of information:-

(a) Primary Data: - Primary data are those which are gathered specially for the project at
hand, directly – e.g. through questionnaires & interviews. Primary data sources include
company salesman, middleman, consumers, buyers, trade association’s executives &
other businessman & even competitors.
(b) Secondary Data: - These are generally published sources, which have been collected
originally for some other purpose. Source are internal company records, government
publication, reports & publication, reports & journals, trade, professional and business
associations publications & reports.

(4) Decide Research methods for collecting data :- If it is

Found that the secondary data cannot be of much use, collection of
Primary data become necessary. Three widely used methods of
gathering primary data are

A) Survey
B) Observation
C) Experimentation

36
 A) Survey Method: - In this method, information gathered directly from individual respondents, either through
personal interviews or through mail questionnaires or telephone interviews.
B) Observation Method: - The research data are gathered through observing and recording their actions in a
marketing situation. This technique is highly accurate. It is rather an expensive technique.
C) Experimental Method: - This method involves carrying out a small scale trial solution to a problem, while at
the same time, attempting to control all factors relevant to the problem. The main assumption here is that the test
conditions are essentially the same as those that will be encountered later when conclusions derived from the
experiment are applied to a broader marketing area.
D) The Panel Research: - In this technique the same group of respondents is contacted for more then one
occasion; and the information obtained to find out if there has been any in their taste demand or they want any special
quality, color, size, packing in the product.

a) Preparation of questionnaire
b) Presetting of questionnaire
c) Planning of the sample

(5) Tabulate, Analysis and Interpret the Data :-

The report must give/contain the following information:-

a) The title of research

b) The name of the organization for which it has been
Conducted
c) The objectives of research
d) The methodology used
e) Organization and the planning of the report
f) A table of contents along with charts and diagrams used in the reports
g) The main report containing the findings
h) Conclusion arrived at end recommendations suggested
i) Appendices (containing questionnaire / forms used sample design, instructions.)

(6) Follow-up the study: - The researchers, in the last stage, should follow up this study to find if his recommendation
are being implemented and if not, why

RESE ARCH DESIGN

“Advertising is a paid form of non-personal presentation and promotion of ideas, goods or services by an
identified sponsor.”

1. RESEARCH PROBLEM

Increase the awareness level of Metro Metal Industries

37
  Seek the general perception of consumer towards Metro Metal Industries

 To find the performance of Metro Metal Industries vis-à-vis other Brands.

 To know the consumer psyche and their behavior towards Metro Metal Industries

2. Research Objectives & related sub objectives

 To know the relationship of sales with the advertisement.

 To know awareness of people towards Metro Metal Industries

 To know in which segment furniture are mostly like/preferred.

 To know which advertisement tool is mostly preferred by people.

 To know the preference of Metro Metal Industries with comparison to other competitive brands.

 To know the factors which affects consumer’s buying behavior

to purchase Furniture

3. Information requirement

• First, I had to know about all the competitors present in the furniture
Segment (Reputed and well established brands as well as Local brands).

• Before going for the survey I had to know the comparative stile and
Prices of all the competitors existing in the market.

• As furniture is different product, the main information needed is the various types of furniture’s available in the
market, their calorific value and various other stile. They can be termed as :

38
 • As Metro metal advertisements are mainly done through hoardings but on News pepar the advertisement

METRO METAL PRODUCT is made from Steel, Wood, MDF wood,

4. Choice of research design – alternatives & choice

Despite the difficulty of establishing an entirely satisfactory classification system, it is helpful to classify marketing
research on the basis of the fundamental objectives of the research. Consideration of the different types, their
applicability, their strengths, and their weakness will help the student to select the type best suited to a specific
problem.

The two general types of research are:

EXPL ORA TOR Y RES EARCH

Exploratory research seeks to discover new relationship, emphasis on discovery of ideas.

Marketing researches devote a significant portion of their work on exploratory studies when very little is known about
the problem being examined.

CONCLU SIVE RES EARCH

Conclusive studies attempts to determine the frequency with which something occurs or the relationship between two
phenomenons. Usually conclusive studies assume certain under underlying characteristics of the market or have
some precise statement of research questions/hypothesis.

5. RESEARCH INSTRUMENT USED - DETAILS & WHY?

If one wants to know what type of dentifrice people use, what they think of, television commercials, or why they buy
particular brands of cars, the natural procedure is to ask them. Thus, the questionnaire method has come to be the
more widely used of the two data collection method. Many consumers are now familiar with the telephone caller who
greets them with “We are making a survey”, and then proceeds to ask a series of questions. Some interviews are

39
conducted in person, others by telephone, and others by mail. Each of these has its special advantages and
disadvantages and limitations. The questionnaire method in general, however, has a number of pervasive advantages
and disadvantages. Discussion of particular variations will be more meaningful if these characteristics of the general
methods are brought out first.
A questionnaire consists of list of questions to be asked from the respondents and the space provided to record the
answer / responses. Questionnaire can be used for the personal interviews, focus groups, mails and telephonic
interviews. The choice among these alternatives is largely determined by the type of information to be obtained and
by the type of respondents from whom it is to be obtained.

The common factor in all varieties of the questionnaire method is this reliance on verbal responses to question,
written or oral.
Questionnaire in the project consists of:

 Multiple choice questions

 Dicthomus
 Multiple Choice Questions:

Questions of this type offer the respondents an alternative to choose the right answer among others. It is faster, time
saving and less biased. It also simplifies the tabulating process.

OPEN END QUESTIONS:

In this type respondents are free to answer in their own words and express the ideas they think are relevant, such
questions are good as first questions or opening questions. They introduce the subject and obtain general reaction.

DICTHOMUS:

These are the questions which are Boolean in nature. These answers are straightforward and respondents have to
answer them in a straight way. That means the answer can only be either ‘Yes” or ‘No’.

6. SAM PLING TECHNIQUE USED & S AMPL E SIZ E - WH Y?

Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this
project is two state sampling i.e. Cluster and convenience. In the probability sampling methods, each items in the
sample is chosen one at a time from a complete list of universe elements. In marketing research practice, it will
sometimes be more expedient to select clusters or groups of universe elements, rather than to choose sample items
individually.

40
 Sampling methods in which universe elements are chosen in groups ---- rather than individually -- are called cluster-
sampling methods. They are widely used in the sampling of human populations. When no complete universe listing
exists, a type of sampling is called area sampling may be the only practically feasible form of probability sampling.

NONDISGUISED, STRUCTURED TECHNIQUES

The non structured techniques for attitude measurement are primarily of value in exploratory studies, where the
researcher is looking for the salient attributes of given products and the important factors surrounding purchase
decisions as seen by the consumer. Structured techniques can provide a more objective measurement system, one

41
which is more comparable to a scale or a yardstick. The term scaling has been applied to the efforts to measure
attitudes objectively, and a number of useful scales have been developed.

SAMPLING METHODS

Sample design is a definite plan of obtaining some items from the whole population. The sample design used in this
project is two state sampling i.e. cluster sampling and convenience sampling. The whole city was divided into some
geographical areas and I have chosen Memnagar, Ashram road, Sattelite, Bopal, Bodekdev, Vastrapur, Navrangpura,
Usmanpura, Maninagar and Narayanpura. The total sample size was 200.

CLUSTER SAMPLING

Here the whole area is divided into some geographical area and a definite number of consumers were to be surveyed.

CONVINIENCE SAMPLING

This type of sampling is chosen purely on the basis of convenience and according to convenience.I visited Education
Institute, Hospital, Offices, Industries, Choching classes, Superstores, Theatres.

SAM PLI NG

1. Sampling Technique : Non probability sampling

(A non probability sampling technique is
That in which each element in the
Population does not have an equal

42
 Chance of getting selected)

2. Sample Unit : People who buy furniture available

In retail outlets, Company showrooms etc

3. Method : Direct interview through questionnaire.

4. Data analysis method : Graphical method.

6. Area of survey : Aurangabad District.

FIELD W ORK- METH OD USED FOR DA TA COLL ECTION

• Questionnaire was prepared keeping the objective of research in mind.

• Questions were asked to respondents as regards to there willingness to purchase furniture.

• The help of questionnaires conducted direct interviews, in order to get accurate information.

• In order to get correct information I had to approach consumers ranging from costumer requierment.

43
 • I visited as many respondents as I can and asked them their real likings about any furniture and also got an
idea, How a Furniture should be?

• It is really a Herculean task to understand Consumer Behaviour, as the definition suggest, “Consumer
behaviour is a physical activity as well as decision process individual engaged in when evaluating, acquiring,
using and disposing goods and services”.

In order to collect accurate information I visited to Education Institute, Hospital, Offices, Industries, Choching
classes, Superstores, Theatres.
Each and every question was filled personally by the respondents and checked properly.

• People were not willing to answer, when they were contacted between 1.00 pm to 5.00 pm, the time when
most of the people take rest during the scorching heat.

“Advertising is a paid form of non-personal presentation and promotion of ideas, goods or

services by an identified sponsor.”

Qu est ioner s
Customer Survey Questioner

44
Name: _________________________________________
Address: _________________________________________Mob. No: _____________

1) Why do you buy Furniture?

Business use Personal use both.

2) On what occasion you are buying Furniture?

Festival Before exam Celebration General.

3) Why do you prefer to buy Metro metal furniture?

Technology Looks Price.

4) What was the effect of advertisement?

Very good Good Fine.

5) What was your experience while buying Furniture?

Got full info All doubts are cleared Behaviour of sales executive.
Very Good Good Satisfactorily.
6) Did you get Stylish Furniture as per your requirement?
Yes No

7) What was your experience about service?

Good Satisfactorily Excellent.

8) What do you feel having a metro metal Furniture?

Stylish Technology advanced Satisfied.

9) What features would you like to see in our Furniture?

i) ________________ ii) ________________ iii) ________________

Sign

LIM ITATI ONS

 Limited time available for interviewing the respondents. As a result of this it was not possible to gather full
information about the respondents.

 When I interviewed children and teenagers, sometimes they use to

45
 Give answers under the influence of their parents or elders.

 As summer training is going under summer season so sometimes

People are less interested in filling up questionnaire.

 Sometimes the problem which I face is language problem for which I have to make them understand.

 Non-cooperative approach and rude behavior of the respondents.

 If the respondents answer does not falls between amongst the options given then it will turn up to be a biased
answer.

MY F IND INGS
 During the survey it was found that still there are 40% people who have not using metro metal furniture

 Lake of Awareness in consumers. Many people are not know about Metor metal furniture specially institute
and Hospital.

46
 As I found that the main product of Educational furniture is and company firstly wants to capture maximum
market in Furniture market which is approx. 66%, after it METRO is concentrating upon HOSPITAL &
INDUSTRIES FURNITURE which has market of approx. 88%, so it is not concentrating upon FURNITURE

 When I interviewed people then many of the people can not recall METRO METAL INDUSTRIES
advertisement. It shows Lake of Advertisement or advertisement is not timely given or advertisement is not
given on right time.

 In its advertisement is not using any brand ambassador which attracts all EDUCATIONAL group people like
STILISH FURNITURE.

 There is Lake of Sales Promotional Activities i.e. free tattoo, extra weight, toys, quiz contest etc.

 I find the main thing is that “METRO” brand name has very good image in consumer’s mind and they consider
it as STANDURD & Good Product.

SUGGES TI ONS

 In order to maintain and increase the sales in the city of AURNGABAD, the following recommendations
regarding METRO METAL INDUSTRIES; particularly regarding advertisement, distribution, promotional
policies, etc, are hereby suggested:

47
  First and foremost METRO should take proper action in order to improve service, because although being on
a top slot in EDUCATIONAL FURNITURE and METAL supplies it does not get the sales in FURNITURE,
which it should get.

 METRO should give local advertisements apart from the advertisements given at the national level. Local
advertisement must mention the exclusive METRO shops of the city.

 Try and change the perception of the people through word of mouth about METRO in advertisements,
because they are the best source to reach EDUCATIONAL INSTITUTE and HOSPITAL FURNITURE.

 Company should launch FURNITURE in new attractive packing to change image of METRO METAL in
consumers mind.

 Advertisement can be done with the help of NEWS PEPAR that attracts EDUCATIONAL INSTITUTE and
HOSPITAL because FURNITURE is consumed largely in this segment.

 Company should launch FURNITURE in new STANDARD STILE.

CONC LUSI ON
As we know that METRO METAL is small scale organization and market leader in FURNITURE products.
It has maximum market share in Educational and Hospital furniture, which are its main/core products. As we know
Metal is a co-operative organization but furniture industry is a profitable industry we can’t ignore it. With the help of
research, company can find out its week points in product and can increase its market share through rectify mistakes.

48
People have believed in METRO METAL’s product and they will accept its furniture also if effective actions were
taken.

The survey resulted into following conclusions:

 Metro must come up with new promotional activities such that people become aware about Metro metal like
educational, official, hospital and industrial furniture.
 Quality is the dominating aspect which influences consumer to purchase Metro product, but prompt
availability of other furniture and aggressive promotional activities by others influences the consumer towards
them and also leads to increase sales.
 People are mostly satisfied with the overall quality of METRO METAL , but for the existence in the local
market METRO must use aggressive selling techniques

IBL IO GRAPHY

1. www.metrometal.co.in
2. www.goggle.com
3. www.rediff.com
4. www.marketresearch.com
5. www.nsic.com
6. Research Methodology. ( Harper W.Boyd, C. R. Kothari )

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7. Study Book.
8. Local Area market.

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