Chapter-1

Introduction

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1.1 INTRODUCTION
1.1.1 Company Introduction
Aqualite started its operations in India in 1992 in mangolpuri with 5 directors and gross
revenue of 72 lakhs, as a brand with a distinctive dream of providing worth footwear for the
public at reasonable prices, manufacturing quality footwear easily reached to all Indians.
Together stylish as well as modern in conditions of concept, style, material at ease, aesthetics
plus overall presentation, Aqualite is generally admired footwear brand in India. The
organization is devoted to developing as well as launching new footwear choices with
resilience along with ease.

At present, Aqualite is well on its approach to recognize its dream. With revenue of above
INR 7 billion, the organization is balanced for vast progress looking at to be an INR 10
billion business before the ending of the budgetary year 2018-19. The organization is
planning to extend their system to 1000 merchants and has planned to situate 100 showrooms
in metro cities.

The organization has a remarkably talented with skilled employees amid capability to form
about 80 million sets of shoes, slippers and sandals in a year.

2.1 ABOUT AQUALITE

Aqualite was conceptualized as a brand with a distinct vision of providing quality footwear
for the masses at affordable prices, making high quality footwear accessible to every Indian.
Both trendy and contemporary in terms of concept, styling, material content, aesthetics and
overall presentation, Aqualite has emerged as the most admired footwear brand in India. they
are committed to developing and introducing new footwear ranges with leading edge designs
complemented with durability and comfort.
Today, Aqualite is well on its way to realize its vision. With a turnover of above INR 7
billion , the are poised for big growth eyeing to be an INR 10 billion company by the end of
the financial year 2018-19. they are looking at expanding our distribution network to 1000
dealers making inroads to small towns and plan to put up 100 of our owned showrooms in
metros and major.
their focus on quality and innovation has made them stand out from competitors in the Indian
footwear market while earning us an excellent reputation. Every stage of our manufacturing

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process, right from pre-production all the way to the shop floor, is closely monitored and
scrutinized by our quality assurance managers.
Every pair of footwear from Aqualite is a product of the company’s pursuit of high quality,
workmanship as well as total customer satisfaction. Apart from meeting the needs of
customers, the products exceed all their requirements when it comes to. The products are
designed to offer the best look, style durability and comfort.
they have a highly talented and experienced workforce and one of the most advanced
manufacturing units with a capacity to produce around 80 million pairs of shoes, sandals and
slippers in a year.

1.2 AQUALITE GROUP OF COMPANIES

a. Real-PU
b. Ultra
c. Eva
d. Leads
e. Gurukul
f. Airwear
g. Aquasoft

1.3 HISTORY
Aqualite is essentially a brand of guardian organization "Aerobok Shoes Pvt. Ltd." The
organization is owned by 5 directors of the same family.

Five directors are mentioned below:

a. Mr. Anil Gupta.
b. Mr. Devender Gupta.
c. Mr. Mukesh Gupta.
d. Mr. Aviral Gupta.
e. Mr. Avichal Gupta.

None of the directors had their own job rather they were working individually in government
sector or either private sector. However in the beginning of year 1993 they got together and
thought of starting their own business, after in-depth search of what business they should start

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with and which has the maximum scope in india , they ended upon footwear industry as it had
greater opportunity in india , because footwear lies in basic necessity . After allocating funds
from various sources they setup their first small factory in mangolpuri area of north delhi.

After the pain and hardwork they were able to create revenue of 72 lakhs. The aim of the
organization was to provide customers with best quality products. And at present the
company is experiencing returns of 300 cr. in monetary year 2015-2016.

Fig 1.1 Aqualite’s Brand Ambassador

1.4 Mission & Vision

1.4.1 Mission

It’s the mission of the Aqualite Group of pvt Ltd to continuously improve the quality of its
products using cutting edge technologies and following the latest trends. The group emerged
with an enthusiasm to offer world-class products to its countrymen and it will cary forward
the same attitude along with the determination to be the global leader.

1.4.2 Vision

The group is committed to achieve the highest performance standards in each area of its
business. It envisages itself as the most trusted name all over the world.

1.5 Major Competitors

Now days every organization faces competition nationally and internationally both. Below
are the chief competitors of aqualite in domestic region.

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1.5.1 Relaxo
Relaxo footwear is known as one of the most well-built as well as with a vision of providing
quality products in India. It was established by Mr. ML Dua plus Mr. RK Dua, the brand is
known as the most accepted and for its achievements as well.

The organization has gone ahead to wind up one of the biggest makers of footwear in India
with an expected business estimation of Rs.16 billion a year ago. A brand synonymous with
quality items and moderate costs, Relaxo is serving a huge number of feet in more than 26
nations around the globe.

The organization gloats of having 7 begin of-workmanship assembling units spread in

northern piece of India, chiefly in Haryana, with a creation limit of 6.5 lac sets of footwear
every day, taking into account diverse requirements of buyers around the world. Relaxo
brings a fine mix of solace, style, and quality under its well known brands i.e. Bahamas, Flite,
Sparx, Schoolmate, and Hawaii. The footwear items offered by these brands imply
compelling stunning quality and come in various charming hues and elite outlines.

1.5.2 Action Shoes

Activity Shoes was fused in the year 1972. The organization started with its scope of
footwear produced using PVC by the name of , with an expect to serve the normal Indian
populace by then of time. In the year 1980, the gathering wandered into games shoes market
by the brand name of Action and made unrest in the business.

Today, Action is known for its quality footwear for the entire family-running from formals to
casuals from games wear to day by day wear and from an exquisite accumulation for women
to a fun range for children. Activity Shoes is one of the most astounding shoe maker in the
nation with more than 100,000 sets each day and incomes in abundance of 100 million dollars
till yet. The organization has system of more than 50,000 retail outlets all over India to offer
its items, which are being upheld by more than 450 merchants all through the nation and this
guarantees the client wherever found is being served effectively.

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Some of their brands include:
a. Campus
b. School time
c. Milano
d. Eva Flotter
e. Health plus
f. And many more.

1.6 COMPANY STRUCTURE

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 Chapter - 2
Research Methodology

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3.1RESEARCH METHODOLOGY

3.1.1 RESEARCH PROBLEM

 Seek the general perception of consumer towards Aqualite Footwear.
 To know the consumer psyche and their behaviour towards Aqualite Footwear.

3.1.2 OBJECTIVES OF RESEARCH

 To know awareness of people towards Aqualite Footwear.
 To know the preference of Aqualite Footwear with comparison to competitive brands.
 To know the factors which affects consumer’s buying behaviour to purchase Footwear.
 To Formulate new marketing strategies

3.1.3 RESEARCH DESIGN

A research design specifies the methods and procedures for conducting a particular study. It
is a map or blue print to which the research is to be conducted. Descriptive research design
has been considered as a suitable methodology for present study and for data analysis.

3.1.4 SAMPLING DESIGN

The samplig design used was convenience sampling, which is a non profitability sampling
method. The convenience factors were the availability and approachability of the
respondents.

3.1.5 POPULATION
All types of outlets that stock and sell Aqualite Footwear in the markets. I distributed 10
questionnaire on 10 counters.

3.1.6 PLACES OF STUDY

The study was conducted in the New Delhi. I chose ten outlets near me which was mostly
near pitampura.

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 3.1.7 SOURCES OF DATA

a. Primary Sources

i. Informal conversation with the clients and Suggestions of many executives of

footwear.
ii. Survey was conducted among the general public. The sample size was of 11
questions and survey was conducted among 100 people.

b. Secondary Sources

i. “Yearly details” of Aqualite Footwear Ltd.

ii. a variety of book, piece of writings, etc concerning footwear   procedure and industry
Communication
iii. Instruction circular of chief administrative centre, Brochures of diverse footwear,
News Paper.

3.1.8 LIMITATIONS OF RESEARCH

The Limitations of the research were as follows:

1. Lack of proper experience on the part of the researcher in conducting such studies in the
past.
2. Time frame required was not enough to survey more number of people and to research on
it.

3.1.9 ANALYSIS TECHNIQUE

Quatitative analysis is performed using the data collected from questionnaires to estimate the
presece of Amul Butter.

3.1.10 TOOLS UTILISED:

a. Percentage Analysis
b. Graph Chart

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 Chapter – 3
DATA ANALYSIS AND
INTERPRETATION

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4.1 DATA ANALYSIS AND INTERPRETATION
The collected data were not easily understandable, so I like to analyze the collected data in a
systematic manner and interpreted with simple method. The analysis and interpretation of the
data involves the analyzing of the collected data and interpretation it with pictorial
representation such as bar charts, pie charts and others.

4.1.1GENDER
Gender play vital role in purchase decisions. Gender classified on sex basis i.e. male and
female. Gender classification is requiring to marketer because different gender exhibits
different perception towards products. In classification of gender the following number is
used to know their perception.

Table 4.1: Classification of Customers Based On Sex

Gender No. Of Respondents Percentage%

Male 60 60
Female 39 39
Trans Gender 1 1
Total 100 100
Sources: Primary Data

a.Interpretation
60% of the respondents are male, 39% of the respondents are female and 1% are trans gender.
From the above table we can conclude that, the majority of the respondents were belongs to
male group.

Gender

Yes
42% No
50% Total

8%

Fig 4.1: Gender

4.1.2 Educational Qualifications

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Occupation is also influences a person’s consumption pattern. A blue collar worker will buy
work clothes, work shoes and lunch boxes. Similarly the Footwear’s are purchased by various
occupants. The following occupants of the respondents are classifies for the data collection.

Table 4.2: Analysis of Occupation of the Respondents

Educational qualification No. of respondents Percentage%

Professional 25 25
Student 5 5
Graduate 39 39
Diploma 28 28
Total 100 100

a.Interpretation
28% of the respondents are Diploma, 25% are Professionals, 5% are student and 39% are
Graduates.

Educational Qualification

Yes
42% No
Total
50%

8%

Fig 4.2: Educational qualification

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4.1.3Age Group
Age group also plays an important role in the consumer behaviour of people as with age likes
and dislikes of people changes with age.

Table 4.3: Analysis of Age group of Respondents

Age Group No. of Respondents Percentage%

18-20 7 7

21-30 40 40
31-40 25 25
41-50 20 20
Above 50 8 8
Total 100 100

a.Interpretation
7% of respondents are from age group 18-20, 40% of respondents are from age group 21-30,
25% of respondents are from age group 31-40, 20% of respondents are from age group 41-50,
8% of respondents are from age group (50+).

Age Group

Yes
No
42% Total
50%

8%

Fig 4.3: Age Group

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4.1.4 Factors to buy Aqualite Footwear
There are different factors because of which a customer purchase a product. The factors can
be Quality, Brand Image, Price and Easy availability.

Table 4.4: Analysis of factors to buy aqualite footwear

Factors to buy Aqualite No. of respondents Percentage%
footwear’s
Quality 24 24
Brand Image 38 38
Price 15 15
Easy availability 23 23
Total 100 100

a.Interpretation
24% of respondents buy Aqualite footwear’s because of its quality, 38% of respondents buy
Aqualite footwear’s because of its brand Image, 15% of respondents buy Aqualite footwear’s
because of its price, 23% of respondents buy Aqualite footwear’s because its easily available.

Factors to buy Aqualite Footwear

Yes
42% No
Total
50%

8%

Fig 4.4: Factors to buy Aqualite Footwear

4.1.5 From how long consumer’s are purchasing Aqualite footwear’s

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Repeat purchase will help to know what customer loyalty towards Aqualite footwear’s. When
consumer repeatedly purchases the product, it is understood that they are satisfied with the
products. The following data show the various statuses of the respondents.

Table 4.5: Analysis of Purchase Duration of the Aqualite Footwear’s

Duration No. of respondents Percentage%

6 months 27 27
1-2 years 29 29
3-4 years 37 37
More than 4 years 7 7
total 100 100

a.Interpretation
As per the data gathered, out of 100 respondents, 27% of the respondents buying since last
six months, 29% of the respondents from one to two years, 37 % of the respondents from
three to four years, 7% of the respondents buying Aqualite footwear’s from more than four
years. From the above table we can conclude that majority of the respondents consuming
Aqualite footwear’s from three to four years.

From how long consumer is purchasing

Aqualite's Footwear

Yes
No
42% Total
50%

8%

Fig 4.5: From how long condsumer is purchasing aqualite footweaar

4.1.6 OPINION TOWARDS PRODUCT

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The behaviour of users after his commitment to a product has been collected with respect
product and terms of satisfaction with rating scale. The following are the data obtained
related to Aqualite footwear’s.

Table 4.6: Analysis of Rating towards Aqualite footwear’s

Ratings No of respondents Percentage%

1 3 3
2 5 5
3 7 7
4 37 37
5 48 48

a.Interpretation
48% of the respondents rated that Aqualite footwear’s are Excellent. 37% of the respondents
rated as good, 7% of the respondents rated as Average Quality. 03% of the respondents rated
that Aqualite footwear’s are Poor. From the above table we can conclude that majority of the
respondents rated Aqualite footwear’s are of Good Quality.

Ratings
7%

13% 1
33% 2
3
4
5
20%

27%

Fig 4.6: Ratings

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4.1.7 Value for money
Consumers always think while paying price to the products such as how much we are paying
towards products and how much we are getting. This data is gathered to know what value
they are receiving from the Aqualite footwear’s.

Table 4.7: Analysis of Value for Money Paid by the Respondents

Response No. of Respondents Percentage%

Yes 84 84
No 16 16
Total 100 100

a.Interpretation
84% of the respondents feel that they get the value for money they paid. Only 16% of the
respondents feel that they are not getting the value for money what they paid. From the above
table we can conclude that majority of the respondents are agreed that they are getting the
value for money they paid.

Response

16%

Yes
No

84%

Fig 4.7: Response

4.1.8 INFLUENCE TO OTHER TO BUY PRODUCTS

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Post experience & benefits will help organization in obtaining the additional sale. In this
connection feedback its act as an influence to others to adopt the product the user survey has
conducted to identify what an extent user recommends to others. The data has been extracted
& it is as follows.

Table 4.8: Analysis of Recommendations

Recommended No. of respondents Percentage%

Yes 84 84
No 16 16
Total 100 100

a.Interpretation
84% of the respondents were recommended Aqualite Footwear and, 16% of the respondents were
not recommended Aqualite Footwear and products to others. From the above table we can conclude
that majority of the respondents were recommended Aqualite Footwear.

Recommendation

16%

Yes
No

84%

Fig 4.8: Recommendation

4.1.9 TYPE OF FOOTWEAR PEOPLE WEAR

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People like to wear different types of footwear’s such as Sandals, Casual shoes, formal Shoes
and Sport shoes which influence the production of the same.

Table 4.9: TYPES OF FOOTWEAR PEOPLE WEAR

Type of Footwear No. of Respondent’s Percentage%

Sandals 16 16

Casual shoes 24 24

Formal Shoes 30 30

Sport Shoes 30 30

TOTAL 100 100

types of footwer

sandals
casual shoes
formal shoes
4th Qtr

Fig 4.9: Types of footwear

a.Interpretation
There were 33.3%, 6.7%, 20%, 40% of people who like to wear sandals, casual shoes,
formal shoes followed by sports shoes.

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Chapter - 4
FINDINGS

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4.1 Customer Retention
Every company needs to retain existing customers so that they can attract new ones. Also
retaining customers play a major role in the growth and development of the company. So for
this every company has its own set of policies and strategies to retain customers.

4.1.1 Quality
Aqualite is known as the brand that never compromises with the quality.
even in survey it was revealed that the company always improved the quality with latest
technology.

4.1.2 Latest Design

In Aqualite, there is a separate team working on new designs and developments.
This company provide latest products according to the changing fashion and trends

4.1.3 Better Service

This company believes in providing superior customer value at any point of time.
A separate customer service helpline has also been started to provide 24X7 support to
customer.

4.1.4 Value for Money Products

Price range of products is very affordable as compared to the quality provided by the
company.

4.1.5Frequent feedbacks
Quarterly feedbacks are taken by the company in the seminars.
Also, salesman pay visit to retailers frequently to know whether they are facing any problem
ornot.
This gives satisfaction to customers that company pays attention to them as well.

4.1.6Speedy solution for complaints

If any complaint is reported, then customer service team tries its best to provide speedy
solution to the problem or solves it as soon as possible.

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4.2 Sales Policies

a. The main objective of the company is to maximize sales by all means ,that is, sales
maximization.

b. Company’s products are sold in all the states of India and also in countries like Dubai,
Abu Dhabi, Hong Kong and have future plans for Malaysia and Indonesia.

c. Total sales made in the last financial year 2015-2016 are Rs. 300 crores.

d. The efforts for selling these much products are supported by 240 distributors within India
which help in ensuring that customer in every corner is being served efficiently.

e. At the end of every month, usually between 28-30th day of month, sales forecast is given
by the sales team so that production department can begin their operations after tallying
the previous month’s inventory in warehouses.

f. In the entire company, ERP 9.1 software is followed in order to take orders and process
them in all the concerned units.

g. Since there re so many distributors, competition between them is very common. So, in
order to avoid competition and facilitate smooth functioning of business, company has
defined the area of each distributor. In case of any violation, heavy penalty is imposed on
the distributor.

h. For achieving the sales target of every financial year, new products are being developed
continuously, which are then shown to each distributor. Parcels are done for this .

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4.3 Marketing Strategy

a. Before 2013, no serious marketing efforts were taken by the company because it was
believed that the name “Aqualite” was enough to sell the goods.
b. Only bags, tshirts, pens, diaries and calendars were printed as a source of advertisement
which were then distributed to every person connected with company in any manner
c. But, then due to rapid technological development it was realized that now company
should take some steps for marketing as other competitors were planning to take this step.

d. Then in 2014, the company’s first television ad was shooted which was then aired on all
the channels but not on expensive channels because of low marketing budget.
e. But, as the directors and management team realized that ad had a very good impact on
selling the goods and also, company’s turnover increased by multiple folds as compared
to previous ones, it was decided to hire a well-known celebrity and make him the brand
ambassador of Aqualite.

f. Then the famous Bollywood star “Shahrukh Khan” was contacted and hired for this
purpose. A 2 year contract was signed with him.
g. Television ad was shooted which was aired on all channels including major channels like:
Sony, Star plus, ZEE and many more.
h. Then advertisements with Shahrukh Khan were printed on:
1. Posters: on highways.
2. Standees: which were used in campaigns.
3. Danglers: for retailer’s showrooms.
4. Hoardings: on foot-bridge bridge.
5. Auto rickshaws
6. Newspaper: ad was given on any major festival.
7. Wall paintings: on highways,
8. Light boards: were given to retailers.
9. Pens, diaries, calendars, bags and pads: which were distributed to everyone.

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i. Also, vans on which Aqualite’s advertisement with Shahrukh Khan were made available
for distribution on rural areas to increase brand awareness.

j. Then SRCC’s fest was sponsored to increase awareness among youngsters.

k. Various functions on major festival are also sponsored in order to gain competitive
advantage.

4.4 Marketing mix

The marketing mix comprises of the whole thing an organization can do to manipulate the
requirement for its product. Four variables in marketing mix are: product, price, place and
promotion.

4.4.1 Product
Aqualite pvt ltd. Offers sports shoes, sandals, casual shoes and sandals. Aqualite pvt ltd. Seek to
provide their product with better value. The product line of Aqualite is given below:

a. Hawai: Ladies, gents and children slippers

i. Revenue: 100 cr.
ii. Total units: 4.
iii. Labor: 1400.
iv. Total pairs: 1lac per day.

b. PU footwear: Ladies, gents and children slippers and sandals.

i. Revenue: 100 cr.
ii. Total units: 3.
iii. Labor: 400.
iv. Total pairs: 40k per day.

c. EVA: Ladies, gents and children slippers and sandals.

i. Revenue: 40 cr.
ii. Total units: 3.
iii. Labor: 340.
iv. Total pairs: 40K per day.

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d. Sport shoes: Gents only.
i. Revenue: 20cr.
ii. Total units: 2.
iii. Labor: 200.
iv. Total pairs: 3K per day.

e. PVC: safety shoes.

i. Revenue: 4cr.
ii. Total units: 1.
iii. Labor: 74.
iv. Total pairs: 6K per day.

4.4.2 Price
Deciding on the cost of any good is very significant for a business. Aqualite at all times try
to remain an reasonable brand for the customers. If a corporation has selected its market and
has positioned its brand cautiously in that case the cost of the merchandise will be rather
basic. Aqualite Ltd in general applies the market share tactic. It thinks that organization
with the market share will enjoy the least rate along with utmost long run profit.
Table 4.1: Brand Price table
Brand Price
Hawai product :Ladies, gents and children  140-340
slippers  200-400
 100-300
PU product : Ladies, gents and children  199- Sandals:
slippers and sandals. 399  249-349
 199-  299-499
399  199-299
 149-
249
Eva products : Ladies, gents and children  149-249
slippers.  199-299
 149-199

Sport shoes: Gents and children. 1. 499-2000

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 2. 499-1200
Pvc product: safety shoes 3. 499-999
School shoes: 4. 499-999

4.4.3 Place
Place that is the target market of Aqualite is all the rural income households and middle class
families as well as some of the urban population now a days with its new range of products.

a. Company’s products are available in all the states of India.

b. - Now, company has also started exporting its products in countries like :
Saudi Arabia, UAE, Singapore and Hong Kong.
c. In future company is also planning to began exporting to Malaysia and Indonesia.

4.4.4 Promotion:
Activities which takes place for sales promotion are:
a. Mid-yearly seminars in all states where new products are displayed in hotel, free lunch
and gifts are given to the agents.
b. Seminars are conducted in all states of India in which all the distributors of respective
state are invited to review past sales and out forward future plans.
- In these seminars, company’s new products are also showcased to everyone and orders
are written.
- Also, free lunch is hosted for everyone and gifts are awarded to those who have met
there target on time.
c. Target based schemes: if any dealer is able to accomplish their target within the given
time period, they are then given incentives.
d. Lucky draws: such kind of an activity takes place once a year and coupons are given on
the basis of order placed by distributors, Example- electronic appliances, bikes and etc.
Orders taken by the company are categorized and based on value of order, distributors
are given lucky draw coupons which occur after every six months.
Gifts of these lucky draw comprises of : electronic appliances, bikes, car, foreign tours,
etc.

e. Extra discounts: if payment is given on an advanced basis, 1% extra discount is given to

selective one’s.

4.5 Aqualite Ltd in BCG Matrix

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Aqualite has been in footwear industry for an extensive period, according to the secondary
recourses it is seen that aqualite has high market share because they have been launching
new products with different designs which have not failed attracting huge number of
customers plus their diversification to new countries has helped to raise revenues for
aqualite, therefore i appraise aqualite ltd will be in question mark in the BCG matrix.

Fig 4.1: BCG Matrix

4.6 SOCIAL RESPONSIBILITY

People at Aqualite, are ever conscious of the fact that their reputation stems not just from
quality products and technological innovations but also from the manner in which they
discharge their responsibilities towards its employees, its customers, the society and the
environment. Utmost importance is given to ensuring safe, healthy and non- discriminatory
working conditions for all Aqualite employees and ethical standards and practices are
rigorously adhered to. That’s why Aqualite employees finds place in the most favored list of
respectable brands.
Aqualite also have a special charity fund for providing financial assistance to families who
suffer the tragedy of losing their sole earning member. It’s this sense of social commitment
which has promotes ecological awareness also happens to be uppermost on our minds.

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4.7 SWOT Analysis
SWOT analysis (or SWOT matrix) is a strategic planning technique used to help a person or
organization identify the Strengths, Weaknesses, Opportunities, and Threats related
to business competition or project planning. It is intended to specify the objectives of the
business venture or project and identify the internal and external factors that are favourable
and unfavourable to achieving those objectives. Users of a SWOT analysis often ask and
answer questions to generate meaningful information for each category to make the tool
useful and identify their competitive advantage.

Strengths and Weakness are frequently internally-related, while Opportunities and Threats
commonly focus on environmental placement.

a. Strengths: characteristics of the business or project that give it an advantage over others.
b. Weaknesses: characteristics of the business that place the business or project at a
disadvantage relative to others.
c. Opportunities: elements in the environment that the business or project could exploit to
its advantage.
d. Threats: elements in the environment that could cause trouble for the business or project.

4.7.1 Strength

a. power at low cost

b. Simply available infrastructure like ,road, railroad, river as well as air communication.
c. outstanding Tele-communications arrangement of E-mail, Internet, Fax, ISD, & Cellular
services
d. Merits of operating in Haryana. Haryana is amongst the top states in terms of social
inclusion, environment and climate change, economic development and resource
availability and utilization
e. Merits of exporting to Hongkong:
i. Low and simple taxation
ii. Highly skilled workforce
iii. Clean and efficient government
4.7.2 Weakness

a. Low level of modernisation and upgradation of technology, and the integration of

developed technology is very slow.

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b. Low level of workers efficiency because of poor training.
c. extremely unhealthy atmosphere.
d. ecological problems.
e. fragile support of infra- structure for exports.

4.7.3 Opportunity

a. There is a large scope in India to supply leather to foreign countries.

b. There exists a large possibility for diversifying into other goods, i.e., leather apparel,
merchandise etc.
c. Emerging global along with local markets.
d. Keep hold of regulars through superiority product and delivering goods on time.
e. Providing customers with new designs and variety of products.
f. Use of current machinery.
g. De-reservation of the footwear sector.

4.7.4 Threat

a.  Entrance of international companies in domestic market.

b. Rigid fight from other countries. (The performance of global competitors in leather and
leather products indicates that there are at least 4 countries i.e., China, Indonesia,
Thailand, Vietnam and Brazil, which are more competitive than India.)
c. Growing nations are more prone to non – tariff barriers ultimately.
d. Rapid varying style trends are hard to settle in for the Indian leather business.

4.8 Recommendation and Suggestions

1. Butter purchasing decisions are more decided by Male rather than female, because he is the
karta of the house and want to eat whatever he likes, execute his decision and influence the
same to the purchase while ascertaining the quality, freshness and price. Hence, I suggest
GCMMF to concentrate more on the women and men suggestions for designing the

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marketing strategy, because men’s role in the house is dominant, even in the various
decisions.

2. Educational qualification of the user influences the purchase decisions. Education plays a
vital role in deciding the product or services. Educated segment are influencing more on
quality rather than price. Therefore,eduction is the factor influencing the product.

3. Income of the people decides the purchasing power. The high income prefers to purchase
product with the quality,variety and vice versa. So I suggest Aqualite to concentrate also on
high income segment to capture market and position themselves in the minds of the customer
with required quality Footwear.

4. Since Aqualite Footwear is having loyal customers and therefore should concentrate more
on this factor through various potential programmes such as campaign, premium packs, offers
etc., this helps to increase the loyalty towards the Aqualite Footwear products.

4. Footwear is having high demand and it is considered as a very essential products. In

present practice, purchase of footwear is through dealers. In this connection dealers approach
towards the product.

6. Customer is influential, hence I suggest Aqualite Footwear to look after the dealers issue
with due care.

7. When product possesses quality and other important attributes naturally they propaganda
about product through word of mouth and vice versa. Therefore if the quality and attributes
are fine tuned according to the needs will help the Aqualite Footwear to get reputation and
addition market.

8. Introduction of various economic products lies may help Aqualite Footwear to attract the
existing and new customers and may attract all income level groups. Hence I suggest
management to introduce new product line which can satisfy the entire group.

4.9 Conclusion

a. From the survey conducted it is observed that Aqualite Footwear has a good market
share.

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b. From the study conducted the following conclusions can be drawn. In order the dreams
comes into reality and for turning liabilities into assets one must have to meet the needs of
the customers.
c. The factors considered by the customer before purchasing footwear are quality,comfort
and price.
d. Finally I conclude that, majority of the customers are satisfied with the Aqualite
Footwear because of its good quality, reputation, easy availabilities. Some customers are
not satisfied with the Aqualite Footwear because of less high end products, lack of dealer
services, lack of varierty. therefore, if slight modification in the marketing programme
such as dealers and outlets, promotion programmers, product lines etc., definitely
company can be as a monopoly and strong market leader.
e. Aqualite has also to take care of its competitors into consideration and more importantly
its customers before making any move.

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 BIBLIOGRAPHY

REFERENCE

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[1] Kothari, C.R. (1997). Research methodology, 3rd edition, 1997, Vikas Publishing
House Pvt. Ltd, New Delhi.

[2] Nelson, Phillip. "Information and consumer behavior." Journal of political

economy 78.2 (1970): 311-329.

WEBSITES
a.www.Google.com

b.www.Wikipedia.com

c.www.aqualiteindia.com

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ANNEXURE

34
 QUESTIONNAIRE

Nam
e

Q1. What is your Gender?

Male

Female

Q2. How old are You ?

20-30

30-40

40-50

50+

Q4 What is your Educational Qualification?

Professional

Diploma

Graduate

other

Q4. Why do you buy Aqualite Footwear?

Quality

Brand Image

Price

Easy availability

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Q5 From how long you are purchasing Aqualite Footwear?

6 months

1-2 years

3-4 years

more than 5 years

Q6.Rating towards Aqualite Footwear

Q7. Is aqualite Footwear worth Buying?

yes

no

Q8 Will you recommend it to others?

yes

no
Q9 What type footwear do you wear?
☐Sandals

☐Casuals Shoes

☐Formal Shoes

☐Sports Shoes

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