ACKNOWLEDGEMENT

I express my sincere thanks to almighty GOD, the most gracious and merciful.
I am greatly obliged to Prof. RANJINI, Principal, DAYA PURAM ARTS AND SCIENCE
FOR WOMEN COLLEGE and SREE KUMAR o, Head of the Department of Commerce, for their
whole hearted support and encouragement.
I proudly utilize the privilege to express my heart-felt thanks and sincere gratitude to my
faculty guide SARANYA , Asst. Prof. of the Department of Commerce , DAYAPURAM ARTS
AND SCIENCE COLLEGE, for his kind supervision, valuable guidance and constant encouragement
in bringing out this report in time with a deep sense of involvement and confidence.
I render my whole hearted thanks to all the other respected faculties of the Department of
Commerce , for their assistance and co-operation given to me in regard to this work.
I thank my parents and all other family members for their valuable and inseparable support in
completion of this project.
Once again I take this opportunity to convey my sincere thanks to each and every person who
helped me directly and indirectly in the successful completion of this project.

SHAHNA
(DWATBBAR14)
CHAPTER 1

INTRODUCTION
Introduction
Brand preference is the measure of brand loyalty in which a consumer will choose a particular brand in
presence of competing brands. But will accept substitutes if the brand is not available brand loyalty refers to the
extent of the faithfulness of consumer to a particular brand, expressed through their repeat, irrespective of the
making pressure generated by the competing brands.
In every product category, consumers have more choices, more information and higher expectations tan ever
before to move consumer from trail to preference, brands need to deliver on their value proposition, as well as
dislodge someone else froe the consumers existing preference set.
Preference is a scale, and brands move up, down and even off that scale with and without a vigilant brand
management strategy. Pricing, promotional deals and product availability all have tremendous impact on the
position of brand in the consumer’s preference set. If all things are equal, the best defense is to make the brand
more relevant to consumers than the competition.
The brands potential can only be fulfill continually reinforcing its perceived quality up market identity
and relevance to the consumer. The same branding activities that drive awareness also drive preference. And
while awareness alone will not sustain preference, it will improve the brand’s potential for building and
maintaining preference.
With a great story and a large enough investment, awareness can be attained rather quickly. It takes time,
however, and constant revaluation to build brand preference. Aristotle professed, “we are what we repeatedly
do. Excellence then is not an act, but a habit.” Attaining and sustaining preference is an important step on the
road to gaining brand loyalty. The ability to generate more revenue, gain greater market share and beat off the
competition if the reward given by consumer towards particular brand.
Brand preference is the selective demand for a company’s brand rather than a product the degree to which
consumer prefer one brand over another. In an attempt to build brand preference advertising, the advertising
must persuade a target audience to consider the advantages of brand, often by building it reputation at a long-
established and trusted name in the industry. If the advertising is successful, the target customer will choose the
particular brand over other brand in any category.
The customer preference among these brands also not easy as the product possesses similar features in all
the brand. So the customer satisfaction determines the loyalty. Customer will get satisfied only when their
expectations met or exceed. It is an after purchase behavior. To analyze the brand preference and loyalty, it is
necessary to study both the consumer’s buying behavior and after purchase behavior.
Objectives of the study
Primary objective
To study on the brand preference of the product of vkc polymer pvt ltd
Secondary objective
 To know about various product of vkc
 To know value and belief of people on vkc product
 Factors that influence decision making in purchasing vkc product
 To know the satisfaction level of vkc product price

Scopre of the study

 The study enables the brand preference of vkc products in Calicut only
 To study on the brand preference of vkc has lot of scope .the reason the help to find out
brand preference level of the product , customers and existing customer buying behavior
of the people at the vkc product

STATEMENT OF THE PROBLEM

The study on brand preference on the product of vkc polymers pvt ltd
RESEARCH METHODOLOGY
Research methodlogy is the way to solve the research problems it may understand as a science of
studing how research is done scientifically when we talk about research methodology we not
only talk of the methods where in the content of our research study`

RESEARCH DESIGN
The research design is conceptual structure within which research is concluded .its a plan of
action. A plan of collecting and analyzing data in economic. Efficient and relevant manner `it
contains the blue print of the collection, measurement and analysis of data .the proposed study is
an exploratory cum descriptive.
A descriptive research is conducted with a random sample survey method towards the
customers.
SAMPLING DESIGN
Sampling size
The survey is conducted on 100 people who are selected randomly from within the Kozhikode
district of kerala
SAMPLING METHOD
Sampling method used was simple random sampling. the information was collected from
respondents who were elected randomly
DATA COLLECTION TOOLS
 Primary data
Questionnaire are the basis of collection primary data. the questionnaire was distributed to
students and information was obtained in addition to the questionnaire personal interaction with
students during market survey were made in order to understand their problems , knowledge
towards the program, their preferences and other useful information`
 Secondary data
Some of the data were collected from the existing sources of information which were assessed
due to availability of various other forms of data and information .these data served as the
secondary data for the researcher .the sources of data were company websites ,therotical
information from significant text book was also used `
Questionnaire design
Structured un disguised questionnaire was used in designing the questionnaire to collect the data
from the respondents
STATISTICAL DESIGN
The data collected has been tabulated and each respondent in categorized according to the data
give and percentage is worked out of each group of data . the statistical tools used were tables,
bar graphs ,and percent`

LIMITATIONS OF THE STUDY

 The analysis is based on customers opinion at the time of survey ,suugessions and
conclusions are based on limited data
 Some customers are not willing to give proper response
 Due to different in language some time ihave to fill up the questionnaire according to the
answer
 Some of the respondents were not cooperate they didnt provide some of the details

INDUSTRY PROFILE
Origin of the industry in INDIA
HISTORY OF FOOTWEAR
Spanish cave drawings from more than 15000years ago show humans with animal skins or furs

wrapped around their feet. The body of a well preserved “ice man” nearly 5000 years old wears leather

foot stuffed with straw. Shoes, in some form or another, have been around for a very long time. The

evolution of foot coverings, from the sandal to present day athletic shoes that are marvels of

engineering, continues even today as we find new materials with which to cover our feet.

We are in fact still wearing sandals- the oldest crafted foot covering known to

us. Moccasins are still readily available in the form of the loafer. In fact, many of the shoes we wear

today can be traced back to another era. The Cuban heel may have been named for the dance craze of

the 1920s, but the shape can be seen long before that time. Soles, which are one of the most

recognizable features of footwear in the 1970s and 1990s, were handed down to us from 16th century

choppiness. Then, high soles were a necessity to keep the feet off the dirty streets. Today they are

worn strictly for fashion’s sake.

If one can deduce that basic shoe shapes have evolved only so much, it is necessary

to discover why this has happened. It is surely not due to a lack of imagination- the colors and

materials of shoes today demonstrate that. Looking at shoes from different parts of world, one can see

undeniable similarities. While the venetians had no contacts with the Japanese balanced on high-soled

wooden shoes called get. Though the shape is slightly different, the idea remains the same. The

venetians had no contacts with the Japanese, so it is not a case of imitation. Even the mystical Chinese

practice of foot binding has been copied in our culture. Some European women and men of the past

bound their feet with tape and squashed them into too-tight shoes. In fact, a survey from the early

1990s reported that 88% of American wear that are too small.
 As one examines footwear history, both in the west and in other parts of the world,

the similarities are apparent. Though the shoemakers of the past never would have thought to pair a

sandal with a platform sole, our shoe fashions of today are, for the most part, modernized adaptations

of past styles.

INDIAN FOOTWEAR COMPONENTS INDUSTRY

The foot wear industry is a significant segment of the leather industry in India. The footwear
components which are exported from India are leather shoe upper and leather unit soles. Theestimated
annual production capacity of leather shoe upper’s is 112 million pairs. The major production centers
are Chennai, Ranipet, Agra, Tamil Nadu, etc.
The component industry has enormous opportunities for growth to
cater to increasing production of footwear of various type, both for export and domestic market.
Nearly 75% of total export of footwear component is from the southern region
followed by northern region with a share of 13%.
Nearly 83% of the India’s export of footwear components is from the UK, Germany,
Italy, USA, France and Portugal.

PERFORMANCE OF INDIAN FOOTWEAR INDUSTRY

The foot wear industry is a significant segment of the leather industry in India. India ranks second
among the foot wear producing countries next to the China.
In 1999, the global import of footwear in terms of value was around US$43278 million
accounting a share of 63.42% in the total global import of leather and leather products out of this
import of leather footwear alone accounted for US$26379 million and non-leather footwear
US$16899million.
India’s exports of leather footwear touched US$331million in 1999-2000,recording an
increase of 3.29%over the preceding year. India thus holds a share of 1.25% in the global import of
leather footwear.The major markets were the UK, USA, France, Italy, Russia, etc.
In 1999-2000, export of leather footwear from India contributes 21% share of its total
export of leather and its products. Nearly 33 million pairs of various type of leather footwear were
exported during the year. It includes dress, shoes, casuals, sport shoes, etc.
Company profile
About VKC:
Number one PU footwear manufacturer in India.
 25 manufacturing units across 6 states with 10.7 million pairs/month
 25 sales depots across 18 locations
In the 1000-crore club
 Turnover of RS1361cr. In 2014-15.
 Turnover of RS1525 cr. In 2015-16
 Current year turnover expected to cross RS 1695 cr.
 Annual growth of over 10% despite tough economic condition such as Demonetization and all.

Product portfolio

 More than 600 designsin market across

 9 categories
 Introduce new product portfolios in formal shoes and bags

Market Expansion

 Expansion of business across 2 new states.

Exporting products to 12 countries.
 VKC Group

Division-1 Division-2

Veekesy Veekesy Fortune Veekesy

Elastomers Pvt. Footcare(India)Pv Elastomers Pvt. Polymers Pvt.
Ltd. t . Ltd. Ltd. Ltd.

VKC Footwear Veekesy Caltech

Slipons India
International Pvt. Sandals(India)Pvt Polymers Pvt.
Ltd. . Ltd. Pvt. Ltd.
Ltd.

VKC Smartak
VKC Footprints Diadora Shoes
Footsteps(India)P
Global Pvt. Ltd.
Footcare Pvt.
vt . Ltd. Pvt. Ltd.
Ltd.

Ferrero Vinyl WalkaroO Bags Dimesco

Morbido Vinyl
Technologies Pvt. and Accessories Footcare India
Ltd. LLP Pvt .Ltd.
Pvt. Ltd.

VKC Shoes and

VKC Slippers
allied Products
India Pvt. Ltd.
Pvt. Ltd.

The quality of the VKC products is unrivalled in the market. The Footwear’s introduced by the
company has been growing and evolving with the changing trends over the year. The company first
manufactured “Senor Cinderella” brand footwear having PVC sole with leather and synthetic leather
upper. Now the company is manufacturing VKC Pride and VKC Lite. VKC Pride is sold in Kerala,
Tamil Nadu, Andhra Pradesh, Maharashtra, Chhattisgarh, Orissa, Gujarat and VKC Lite in Kerala and
Tamil Nadu alone. In the recent years the customers prefer the injected EVA Footwear’s rather than
any other Footwear. We alsoexport our products to Kuwait, Oman and Jeddah’s we are manufacturers
of footwear, we focus mainly on production process of the organization. The function of the
production department is to produce our products on time, to the required quality levels, at the defined
product cost. The advantage of the company is the implementation of Italian technology used for the
injection molding process.Thiswill help the company to assure high quality with accurate size and
good finish
tothe product. Of major concern to the production manager is monthly output. Productionmanagers
have monthly targets which they are expected to strive to meet or exceed.Production department also
aims at maintaining the quality of products been produced. Every employee expected to take
responsibility for managing quality issues in order to make sure that wastesminimized, and quality
maximized. Quality checking and assurance is carried out every day on a number of occasions to
ensure that the production process is working efficiently and effectively. We use different machines to
produce footwear’s. The company purchases footwear molds from Taiwan, China, and Italy. This will
help the company to assure high quality finished product.
VKC group of companies are the leading footwear manufacture especially in southern region of India.
The group established on (August17) 1984 with a nominal capital and fewemployees. In 1984 the
founder of the group Mr. V.K.C. Mammed Koya started a Hawai Sheetmanufacturing unit with
histwo brothers. Later on, Hawai straps were also inducted to theproduction line and in 1986 VKC
group launched the first product with its own brand name inthe market viz. VKC Hawai with an initial
production of 600 pairs per day. By 1989 theproduction increased to 5000 pairs a day and by 1996 it
jumped to 17000 pairs. In between the founder initiated the floating of the first RPVC footwear
manufacturingunit in the Malabar Area of Kerala state with few of his friends. This product also got
very goodacceptance in the market. The success of the first unit and the RPVC unit gave a signal to
thebusiness community and the vast potential was seen by the various industrialists. This resulted ina
rapid change in the footwear industry itself. In 1994 the group ventured the first unit in Kerala to
manufacture footwear from virginPVC. This resulted in a big change and the multinational brands felt
competitions from the localbrands. In 1998 the group started the first Micro Cellular PVC footwear in
Kerala with imported plant and machinery.
“Quality at low price” made the VKC groups products popular in the market day by day. It also
expanded its market to other southern states.In 2001 the group started the first Air Injected PVC DIP
footwear manufacturing unitin the South India. In 2003 the group ventured the first Injected EVA
manufacturing unit inSouthCentral India. In 2006 the group started backward integration to produce
EVA compoundfor Injection and started the first EVA compounding plant in the South-Central India.
The unitwent in 2007 the group started manufacturing of PU DIP footwear.During this period new
bloods with technical, commercial and practical knowledgewere inducted and now the group consists
of 20 working Directors and 60 shareholdersspread over 19 various units. And have annual group
turnover of Rs.700 million. More than 1000employees are working in these units.The company had
achieved a prominent position in the footwear market of India. Themain markets, which are
concentrated by the company, are Kerala, Tamil Nadu and Karnataka. The good quality and variety in
models of VKC products help the companies to face market competition. The company has been able
to maintain the quality of the products byadopting foreign technologies. The group is now looking for
further avenues in the field of footwear to stretch their hands.The Head Quarter of VKC group is in
Calicut. And the main plants of VKC groupof companies are situated in Kerala and Tamil Nadu. The
following are the associate companiesof VKC group.

M/s. VEEKESY RUBBER INDUSTRIES PVT.LTD.

M/s. VEEKESY ELASTOMERS PVT.LTD.

M/s. VEEKESY POLYMERS PVT.LTD.

M/s. SANDLON TECHNOLOGIES PVT.LTD.

M/s. FORTUNE ELASTOMERS PVT.LTD.

M/s. CALTECH POLYMERS PVT.LTD.

M/s. EMERALD PLASTOMERS PVT.LTD

M/s. SLIPONS INDIA PVT.LTD

M/s. DIADORA SHOES PVTLTD.

M/s. DIMESCO FOOTCARE INDIA PVT LTD.

M/s. VEEKESY PLASTOMERS (INDIA) PVT.LTD.

M/s. KOVAI FOOTWEARS PVT.LTD.

M/s. FERRARI SHOES (INDIA) PVT.LTD.

M/s. VEEKESY FOOTCARE (INDIA) PVT. LTD.

M/s. FERRERO VINYL TECHNOLOGIES PVT.LTD.

M/s. MORBIDO VINYL PVT.LTD.

M/s. SMARTAK FOOTCARE PVT. LTD.

M/s. VEEKESY SANDALS (INDIA) PVT. LTD.

BRANDS FROM VKC

 VKC Pride
  VKC Trenz
 VKC Stile
 VKC Lite
 VKC Hawai
 VKC Junior
 VKC Slipons
 VKC Smartak
 Walkaroo
 Skalino
 Vestire

Veekesy Plastomers IndiaPvt.Ltd is the registered private limitedcompany situated at Kolathara in

Kozhikode district. The objective of the companyis to manufacture the high-quality footwear. It got its
certificate of registration on1-1-.1984 The installed production capacity at the initial period is 21, 60,
000 pairs.All affairs and day-to-day business administration of the firm is installed production capacity
at the initial period is 21, 60, 000 pairs.All affairs and day-to-day business administration of the firm is
vestedin the hands of Boards of Director. They are in charge of various activities likeProduction,
Finance & Marketing. The board is assisted by qualified administrativestaffs.Veekesy Plastomers
India Pvt. Ltd is a leading rubbermanufacturer in south India. The company’s mission is to maintain
and achievecustomer satisfaction through providing quality products at reasonable priceorder to satisfy
customer needs first the company is providing footwear which offersbetter style, comfort, elegance,
finish, colors and durability.
The product “VKC” has a high brand value in the minds of thepeoples of Kerala because of the quality
and the affordable price of the product. Themanagement gives high priority to the quality of the
product. The company assuresthe quality of the product through the continuous quality checking in
each and every stage of the production process.Veekesy Plastomers India Pvt. Ltd synonymous with
quality footwear is today busy stepping from a splendid present into a glorious future, it is
energetically in the move to scale never heights in footwear designing andmanufacturing.

Nature of business

The business carried by VKC is production of footwear. VKC mainly manufacturinghigh quality
footwear as per the requirement of customers. The company faces many competitors for the kind of
manufacturing. “Consistent quality at affordable price” madethe VKC group products popular in the
market day by day. The success in Kerala marketgave morale boost to the group to market their
product in the other southern states.
Vision, Mission and Quality policy

Vision

“We will be the most preferred brand by continually enhancing customer experience. We will build an
Institution which empowered the best people do collaborate in an environmentally and socially
responsible manner.”

Mission
 We will make great products accessible at competitive prices to our customers through
innovation in material, technology, processes, how we source and how we sell.
 We will deliver sustainable shareholder value
 We will adhere to the highest conduct in all our business dealings
 We will treat all our employees with fairness and dignity and will provide them opportunities
to fulfil their potential
 We will contribute to nation building by developing entrepreneurs and intrapreneurs
 We will adopt environment friendly technologies and processes
 We will ensure our dealers/ channel partners expectations are met in full and all the time.

Quality policy

In order to satisfy customer needs first the company is providing footwear which offerbetter style,
comfort, elegance, finish, colors and durability. Quality performance demonstrated isthe result of
optimization of design, effective process control in manufacturing together withtesting and approval
process in the environment of Quality management system.

Product profile:

Veekesy Plastomers India Pvt. Ltd producing high quality plastic footwear from 100% virginrubbers.
The company’s Veekesy Plastomers India Pvt. Ltd is producing high quality plastic footwearfrom
quality plastic footwear from 100% virgin micro cellular rubbers. The company’smanufacturing
facilities includes modern equipment and machineries imported from Taiwanfirst of its kind in south
including rotary injection modeling machines for improved productquality. The company has to face
stiff competition as there is lots of plastic footwearmanufacturing in Kerala.

Area of operation:

Veekesy Plastomers India Pvt. Ltd has operating the business in south India and it
has along tradition of maintaining the highest quality standards, right from the selection of
rawmaterials to processing and packaging of the end product

Ownership pattern:
Veekesy Plastomers India Pvt. Ltd is a private limited company.

Infrastructural facilities
Security checks:
Any material official/otherwise that is being brought in taken must have appropriate
documentation. Regular security checks are conducted to prevent unauthorized material
leaving entering the organization. Employees required to leave the factory on official/personal
work during working hours are to be submit an authorized gate pass to the security’s. Medical
facilities: The medical Centre is staffed by a resident Doctor and trained attendants
andsupported by efficient Ambulance ServiceCanteen Facilities has got a good canteen facility
for the employees at the project area also.

FUTURE GROWTH AND PROSPECTS

 To attain market leadership.

 Introduction of new trade schemes to increase sales.
 Aggressive advertisement and publicity as part of sales promotion.
 Reduction in distribution expensesCost-reduction in all areas.
 Instant decision making in certain procurement activities.
 Timely introduction and implementation of market driven decisions.
 Ensuring effective internal control
SWOT ANALYSIS

Strength

 High quality of product

 Strong brand image
 All type of footwear is reaching to the customers.
 The company maintains good employee-employer relations
 The company using quality raw materials for production.
 The company using modern technologies for production.
 Customer satisfaction.

Weakness

 More emphasize on quality rather than design.

 High Import duties.
 The problem arising with maintenance.

Opportunities

 Company can retain all type of footwear.

 Company can provide the quality and variety products to customers.
 Better customer service
 Strong retail store network.
 The company have wild scope of geographical expansion

Threats
 Changing the fashion trend
 Faces the competition from other products like Bata, Odyssia, Paragon, Mark.
 The conflicts arising from agent and middle man
ORGANIZATION STRUCTURE
 Chapter ii

Review of literature
Findings, suggestions, conclusion
Findings

 Customers consider style and comfort as the most important factor while buying any

footwear

 From this study I found out main promotional source is television

 It was found that most of the customers are aware of vkc footwear through television

 Its found that vkc has good customer base

 The study revealed that the customer prefer vkc footwear because of best packing

 Its found that style and comfort id the criteria for buying footwear for majority of the

customers

 Most of the respondents are aware of the brand a study on brand preference of the

products of vkc polymers pvt ltd

 Majority of the customers says that celebrity does not play a role in their purchase

decision
SUGGESSIONS

 Introduce products that catch youngster`s attention

 Introduce more varieties
 Introduce casuals and sports shoes
 Make more attractive advertisement
 Increase the size range
 More attractive and updated website can be developed
CONCLUSION
The privileged opportunity of doing the market study proved to be highly confidential .the

project titled “a study on brand preference of the products of vkc polymers pvt ltd” was an

attempt to study and make suggestion to improve market share of the company`

from the study , I observed the most of the customers are satisfied with vkc brand and the level

of services provided by the company and also they show a high satisfied with the good quality ,

affordable price ,styles ,etc.of products provide better market to this company.the brand name

and their services ,experience and expertise etc.will lead the company to be the best in its

markets.the brand name vkc is becoming more and more acceptable in the level of the

society.vkc products are giving value for money to the customers. wish all the success in future

also
APPENDIX
 QUESTIONNAIRE
DEAR RESPONDENT

IAM SHAHNA DOING BACHELOR OF BUSINESS ADMINISTRATION IN DAYA

PURAM ARTS AND SCIENCE COLLEGE ,AS A PART OF DEGREE CURRICULUM .
IAM DOING A PROJECT STUDY OF THE TITLE “A STUDY ON BRAND
PREFERENCE OF THE PRODUCTS OF VKC POLYMERS PVT LTD” .ALL THE
INFORMATION THT YOU PROVIDE WILL BE USED ONLY FOR ACADEMIC
PURPOSE AND WILL KEPT HIGHLY CONFIDENTIAL.

Name :

Age :

Sex :

1. Are you choosing the same brand of vkcproducts continuously?

a) Always b) sometimes

2. Do you buy only branded products ?

a) Yes always b) never

3. Does the advertisement play any role in selection of brand of chappals?

a) Yes b) no

4. Which of the following , according to you , helps to build a good brand

image ?

a) Quality b) communication strategies

C) competitive strategies d) free traits and discounts

d) other
5. How do you differentiate vkc products from our competitors?

a)excellent b)very good

c) good d)satisfactory

6. Do you trust in vkc products?

a) yes b)no c)cant say

7.do vkc products get good word mouth publicity ?

a) yes b) no c) may be d) cant say

8. do vkc products align with the values and belief of people?

a) yes b)no

c) may be d) cant say

9`how do you evaluate advertisement of vkc products?

a) Highly satisfied b) satisfied c) not satisfied

10`from where do you know about vkc products ?

a) Family member b) fiends

c)tv d) point of sales

e) website d) other

11.how you feel about the price of vkc?

a) is as per your expectations

b) is more than your expectation

c) is less than your expectation

d)cant say

12.do you have any reasons to buy vkc products?

a) price b)style

c)quality d)advertisement

e) brand name e) others

13. if the price of vkc brand increase will you purchase again ?

a) yes b)no

14. which is the fast moving vkc products ?

a) pride b)lite

c) style d)trend
e)slippons e)smartak

15.how do you rate packaging and product information of the product ?

a) good b) very good c) satisfactory d) poor

16. how do you rate after sales service of the product ?

a) good b)very good c) satisfactory d)poor

17.while comparing the dealing of vkc product and other ,how do you rate vkc

dealing

a)excellent b)verygood c)satisfactory d)poor

18. can you list some area of improvements of the product ?

Books

Marketing management by A vinod

Internet feccilities

.www.vkc.com

www.polymers.com

BIBLIOGRAPHY