Shivam Polymer History

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SUMMER TRAINING PROJECT REPORT ON

THE STUDY OF THE BUYING BEHAVIOUR OF CONSUMERS

TOWARDS PET TOYS FROM SHIVAM POLYMERS

FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT

FOR THE AWARD OF

POST GRADUATE DIPLOMA IN MANAGEMENT

UNDER THE GUIDANCE OF: UNDER THE SUPERVISION OF:

Mr. DEBARSHI MUKHERJI Mr. SIDHANT JAIN

SUBMITTED BY

SANTOSH KUMAR PATHAK

PGDM 2010-12

Galgotias Business School

APPROVED BY AICTE, MNSTRY OFHRD, GOVT. OF INDA)

1, KNOWLEDGE PARK, PHASE II,GREATER NODA. (U.P.)


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AcknowledgmentWith great zeal, I present my individual summer training Report in PGDM (SEMESTER III)on THE STUDY OF THE BUYING BEHAVIOUR OF CONSUMERS TOWARDS PETTOYS.

I convey my deepest gratitude to Mr. Sidhant Jain, Miss. Anupama and all other staffmembers of SHIVAM POLYMERS and who have been very co-operative and helpful in

providing vital information for my project.

This Summer Training has imparted me a professional exposure to the real corporate worldand its general management orientation. By working at SHIVAM POLYMERS, knowing the

strategy of making sales, interacting with professional departmental heads and by preparingthis report, it has added a practical touch to my theoretical knowledge.

I avail this opportunity to convey my sincere thanks to Miss. DEEPTI PATHAK theprofessor of Galgotia Business School. I am thankful to Mr. DEBARSHI MUKHERJEE, my

project guide for recommending me the necessary information for the report. His instillingsupport and enthusiasm, expert guidance and insight have lent my project a unique touch. Ialso express my sincere gratitude to Mr. Naveen Kholi director of the company for providingus an opportunity to interact with professional people in the real corporate world. I forwardmy gratitude for the compulsion of this most wonderful aspect of our PGDM curriculumwithout which knowledge of management is incomplete and futile.

At last I am also thankful to my family member and friends who had given me theirconstructive advice, educative suggestions, encouragement and co-operation to prepare thisreport.


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Declaration

I,SANTOSH KUMAR PATHAK , Roll no 10 PGDM 092,student of PGDM of Galgotias Business School,,Greater

Noida , hereby declare that the project report on THESTUDY OF THE BUYING BEHAVIOUR OF CONSUMERS

TOWARDS PET TOYS at SHIVAM POLYMERS is anoriginal and authenticated work done by me.

I further declare that it has not been submitted else whereby any other person in any of the institutes for the awardof any degree or diploma.

SANTOSH KUMAR PATHAK

Date :- 15 APRIL 2


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PREFACE

In todays era of cut-throat competition, post graduate diploma (PGDM) is sure to have anedge over their counterparts.

PGDM education brings its students in direct contact with the real corporate world through

industrial training. The PGDM program provides its students with an in depth study of

various managerial activities that are performed in any organization.

A detailed analysis of managerial activities conducted in various departments like production,

marketing, finance, human resources, export-imports, credit dept, etc. gives the student a

conceptual idea of what they are expected to manage , how to manage and how to obtain the

maximum output through minimum inputs and how to minimize the wastage of resources.

I have undergone my summer training at SHIVAM POLYMERS. It is one of the leading

manufacturer of pet toys in the country. I feel great pleasure to present this report work after

my training at SHIVAM POLYMERS that produced to be golden opportunity for me by

enriching my knowledge by comparing my theoretical knowledge with the managerial skill

and application.

Simple language has been used throughout the report. Report is illustrated with figure,charts and diagrams as and when required.


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TABLE OF CONTENT

I. Introduction:- 1.1 Introduction of the organization Aim & Establishment of the company

Types of services/products given/produced Vision, mission, goals, aims and the policies developed Organizational chart showing the different departments Objective of the study: 1.3 Hypothesis/Hypotheses

II. Literature review:- The Background

The Promoters

The Company and its Product line

Features of the Product

Marketing strategies Competitors

Taxation aspects

Major problems

Achievements

Share Market Position

National and International Image

Future Prospects

III. Research Methodology:-

Research Design Sampling Design

Data Collection tools/instruments.

Methods of data collection

Sources of data Tools and techniques of analysis of Data Findings and Conclusions (Outcome/ Result). Implication of the study. Suggestion/ Recommendation Limitation Overall Experience Bibliography


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EXECUTIVE SUMMARY

Consumer buying behavior is the study of human responses to products or services and themarketing of products/services. The study of consumer behavior focuses on how individualsmake their decisions to spend their available resources (time, money, effort) on consumption

related itemsor consumption related aspects (What they buy? When they buy? How they buy?). It also study of individuals, or organisations and the processes consumers use tosearch, select, use and dispose of products, services, experience, or ideas to satisfy needs anits impact on the consumer and society. Buyer behaviour is deeply rooted in psychology withdashes of sociology thrown in just to make things more interesting. Since every person in theworld is different, it is impossible to have simple rules that explain how buying decisions aremade. The evaluation of marketing concept from mere selling concept to consumer orientedmarketing has resulted in buyer behaviour becoming an independent discipline. The growthof consumerism and consumer legislation emphasizes the importance that is given to thconsumer. Some consumers are characterized as being more involved in products andshopping than others. A consumer who is highly involved with a product would be interestedin knowing a lot about it before purchasing. Hence he reads brochures thoroughly, compares

brands and models available at different outlets, asks questions, and looks forrecommendations. Thus consumer buying behaviour can be defined as heightened state oawareness that motivates consumers to seek out, attend to, and think about productinformation prior to purchase.Shivam polymers is one of the Indias renowed manufacture and exporters of rubber

products. Creating an amaging range of rubber products for equestrian, pets, automotive and

other utility products , shivam polymers recreats its magic in rubber in its manufacturing unit

in greater noida. Now the company is also covering the domestic market.

The company is doing there business in the sea far countries they are selling their 80%

products in the foreign market and only 20% products they are selling in Indian market. The

main problem is to attract more customers in domestic market as well and again the price ismain problem which other companies are providing these products at cheaper cost and they

are all china made products. The scope of the problem is that we can understand the domestic

market and their desire towards the products. While understanding their problems we can be

able to come on the certain major key points to how to overcome with these problems to gain

more sales in domestic market and their buying behaviour towards the pets toys. To

understand these problems we are using certain methodologies like filling of questionnaire by

the customers and collecting the data from the distributors, retailers, pets shops, vet nary

doctors and medical shops.


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INTRODUCTION OF THE ORGANIZATION

Year ofEstablishment

: 1974

Nature of Business : Manufacturer, Exporter

Major Markets : Indian Subcontinent

Shivam Polymers is one of India's leading company, involved in manufacturing and

exporting of fine quality rubber products, offering a wide spectrum of products fromEquestrian, Pets, Automotive and other utility products. We have today due to our

commendable services, emerged ourselves as a reputed exporter of rubber products from

India. With our comprehensive industry knowledge and understanding of market trends, we

have an emerging trend in the designing and development of new designs. From day one, our

company has always work towards maintaining a benchmarked standard in all our products

that ensures customer satisfaction. We make sure to meet the expectations of our customers

in: * Product quality * Innovative product lines * Cost effective prices and * Delivery

With our100% in-house production facilities, a team of well qualified designers, skilledworkers, professionals, use of high-mechanized machines and advanced techniques, and

ofcourse under the ample support and guidance of our director, Mr. Naveen Kohli, we are specializing in products with lasting appeal and function.

Products & Services

1) Exhaust Rubbers

2) Automotive Car Mats

3) Equestrian Products

4) Pet Products


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5) Custom Made Products

Organizational chart

MANAGING DIRECTOR

MARKETINGMANAGER

ACCOUNTMANAGER

ADMINSTRATIONMANAGER

PRODUCTIONMANAGER

PACKAGINGMANAGER

MARKETING

EXECUTIVE

ACCOUNT

EXECUTIVE

ADMINSTRATION

EXECUTIVE

PRODUCTION

EXECUTIVE

PACAKGING

EXECUTIVE

Infrastructure

The promotor of the company has been in the business of rubber products since 1974 -manufacturing rubber products. The demand in the Equestrian and Pet Industries made usexpand our production capacity and establish the latest state of the art manufacturing facility.

y Equestrianrubber

productsy Rubber

products forpets

y Automotivemats /footmats

y Customisedrubber

products


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Automobile Mats & Footmats Custom Made Products Equestrian Products

Automotive Car Mats Pet Products

The vision of the company has been to provide international quality rubber products to itscustomers all over the world at extremely competitive prices.

The works of the company is situated at the conveniently located Industrial area of with allthe required infrastructure. Company's office is equipped with latest available technologies tosupport their customers as well as suppliers. The manufacturing unit, has one of the largest

moulding capacities for saddlery rubber products.

No wonder that Shivam Polymers under its EQUAL & LOVE 'N CARE brands rightlyclaims to have The Largest Range of Saddlery Rubber Accessories in the world.

Through our uncompromising quality standards and consistent efforts, today ShivamPolymers is a reputable name in the market in the production and exports of different kind ofrubber products. We are able to offer our clients an innovative range of products that are

redefining rubber quality standards in the industry.

With our customer base ranging from large high end stores to dollar stores worldwide. Ourcommitment towards superior quality and customer satisfaction has helped us in making amark in the overseas market and we further hope to expand our business all across the globe.

Types of Dog Toys

There are so many different types of dogtoys available in the market that choosing

the right one can be little difficult. You can

choose from a huge variety, depending on

the taste of your dog. All dog toys are

specially designed to be enjoyed in

different ways. There are chew toys, fetch

toys, plush and stuffed toys, rope toys,


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interactive toys and even toys that are designed for dental health care. Remember that while

choosing the toys for your dog, keep safety in mind. Dog Toys can be categorized into three

types which are given below:

Active Toys

Active toys keep your dog mentally and physically active. These toys are generally made ofvery hard rubber so that they won't get easily worn when chewed upon by the dog. They are

easy to carry around and come in innumerable shapes, colors and sizes. There are rope toys

that you can use to tease your dog by wiggling them on the floor or making it jump in the air,

as the dog tries to catch it. These active toys generally come in wand-type shape or bone-

shape. Dog bone toys made of sturdy rubber will certainly impress your dog.

Distraction ToysDistraction toys are filled with bits of treats and peanut butter, to keep the dogs and puppies

happy for hours. Puppies love chewing these toys to get the treats. These toys prove to be

quite useful while training the dog using positive reinforcement method, for dogs just lovethem. Then, there are 'busy-box' toys for dogs consisting of large rubber cubes, in which you

can hide favorite dog treats. Dogs love to explore these cubes using their nose, mouth and

paws to find the goodies. They get as excited and interested in these toys as if they are kids

on a treasure hunt adventure.

Comfort Toys

Comfort toys can keep your dog cozy while sleeping and are perfect targets for all the dog

tricks. These toys are the soft stuffed toys and are not suitable for all dogs. These small and

light toys can easily be carried around and give quite a target for dogs to 'shake' and 'mock-

kill' games. They can be made in the size and shape of the small animals for the purpose suchas mouse, rabbit or duck. If your dog is friendly, these toys can be his best pals, and he can

even hug them or sleep with them, to feel cozier and more comfortable.

Features to Consider in Dog Toys The most important feature which should be considered while choosing a Dog Toy for your

dog is its size. The size should be appropriate for the breed of your dog. If the toy is too

small, your dog might swallow it and get choked. Dog toys that are designed for a larger

breed may be too difficult to handle by a smaller dog. Whichever dog toy you choose, inspect

it and make sure that it is safe and well constructed. Then another feature can be its

durability; Dog toys which are durable and easy to wash or clean, are a good choice.

Dog toy

A dog toy is a toy that is specifically for dogs to play with. Dog toys come in manyvariations, including dog bones, puppy toys, balls, tug toys, training aids, squeaky toys, discsand frisbees, plush toys, and sticks.


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Sticks

Dogs often enjoy gnawing on small tree branches and pinecones. Sticks can also be thrownfor the dog to retrieve.

Balls

Balls of all shapes and sizes are great in keeping your dog active and fit. Great way to playand exercise your dog at the same time.

Safety

Dog toys are not safe if small pieces can be chewed or pulled off as these could be swallowedby the dog. The toy should also be adequate for the dog, taking into consideration their sizeand activity levels.

When choosing a dog toy, it is important that pet owners choose those made with non-toxic

materials. Dog owners should avoid giving their dogs objects with small parts that could bechewed off and ingested.

Chew toy

A chew toy is a toy designed to be chewed by animals for purposes of stimulation and relieffrom boredom . There are several different types of chew toys, including rawhide, wood,

paper and mineral. Chew toys are commonly associated with puppies and dogs, though theyare also used for birds, rodents, and rabbits.

Chew toys are a vital part of happy, healthy animal's life. In addition to providing hours ofentertainment, they also allow the animal to work out anxiety and boredom by being

occupied with chewing a toy. Chew toys also distract small animals from chewing on other"forbidden" items, and they assist in maintaining healthy teeth

Rawhide

Rawhide chew toys are most often associated with puppies and dogs, though rawhide toys areplentiful in the bird toy section of most pet stores. Rawhide is suitable for all animals exceptherbivores, as it is made of animal skin. Rabbits, which only eat vegetation, cannot haverawhide toys because their digestive systems cannot process them. This is a rather sturdy kindof chew toy and it can take months for a small animal or bird to destroy. Examples ofrawhide chew toys are twists and rawhide bones. Compressed rawhide can dangerously


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splinter when dry as well as break off in large pieces that may be ingested, and thus aregenerally not recommended for large breeds of dogs. Chew toys made of leather are not

recommended for dogs as they cannot be properly digested in the stomach and may causeblockage in the intestines.

Wood

Wood chew toys are made of a safe, non-poisonous, softer wood and are often coated inbright, vegetable-based dyes or paints. Wooden chew toys are given in place of the wood thatsmall animals would find in the wild. They are a safe alternative for a small animal owner to

purchase, as most young bark/branches found in nature are lethal to small pets.They aregenerally used as either small rodents toys or rabbit toys. Wooden chew toys help to keepteeth trimmed down, preventing eating difficulties in pets and unnecessary trips to a vet forteeth clipping. An example of a wooden chew toy is the commercial product toy ropes

Paper

Paper chew toys are made of non bleached non-toxic paper. They are an inexpensive, or oftenfree, option for small pet owners and can provide hours of stimulation and play for smallanimals. One common paper chew toy is an empty toilet paper tube. These can double astunnels for very small rodents, and can also be used as modified piatas for larger smallanimals. Wadded up newspaper pages, old spineless books, and the commercial productChubes are other commonly used paper chew toys.

Mineral

Mineral chew toys are made of flavored animal-safe minerals. These range from flavoredfruit-shaped blocks for birds to ice-cream cone shaped mineral treats for rabbits. They alsocome shaped as bowls with fluffy minerals inside. A common mineral chew toy is the

cuttlebone, a necessity in any bird's cage that helps to keep nails and beaks trimmed andhealthy.

Rubber


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There is a variety of rubber chew toys for dogs on the market that are molded into differentshapes. Some of them are hollowed so that treats can be placed in them. This way, the dog

has to "work" to get a treat. Rubber is a good chew toy for dogs but is unhealthy for smallanimals

Kong (dog toy)

Kong (sometimes KONG) is popular line of dog toys and cat toys introduced in 1976. Theclassic Kong resembles a snowman-like structure of three balls pushed together. Kongs alsocome in several variations for dogs of different ages and sizes. Made of rubber, they arehollow in the middle, and can be stuffed with treats or frozen to provide long-lastingdistraction for anxious and high-energy dogs.

They come in four rubber types; red for average chewers, pink or blue for puppies, purple for

seniors, and black for tough chewers. Other than the typical snowman-like Kongs, Kong hasalso made a very successful line of dental chews, balls, tug toys, Frisbees, a dog binky,floating toys, squeakers, and various interactive toys and accessories. For cats, Kong also hasa line of toys including a cat version of their "Wubba", as well as scratching boards, catnip,and other chew toys.

Pet Accessories

Pet accessories include fashion accessories

for bets, toy accessories, training

accessories, car and traveling accessories

and all the miscellaneous products for them

that they may need. The jewellery and key

chains for your pets, food bowls and mugs

for them, pet caskets and portraits,

memorials and signs are as much enjoyed

by the owners as they are by their pets. For

a loving pet owner, who finds it difficult to

travel alone without his furry friend, a pet purse can be quit useful. These purses allow your


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pets the comfort of fresh open air, while they snuggly wrapped in spongy and luxurious faux

fur or other material used for lining. The material should be soft and not easy to be scratched.

It must be sturdy enough to hold the pet safely. These pet purses can be slung on the

shoulders or can be carried like a purse.

Proper-sized purses and bags for your pets will keep your pet with you always. They shouldbe cozy, fit easily and be tailor-made and keep your pet comfortable. Quality pet beds that

come in various designs and sizes will keep your pet snug and warm in all seasons. Pet

carries and dcor items that look attractive to pets are ideal gifts for them. Customized

electronic pet doors provide easy access to your pets and save your doors from being

scratched incessantly. Dog training collars, bark collars, citronella collars, pet containment

systems, tracking systems and cat locator collars are some other accessories that you may

find useful to live comfortably with your pets. Pet care products such as feeders and watering

devices along with spray training tools and accessories are also available.

Pet accessories include pet treats such as homemade biscuits for your pets. All-natural pet

food, baked fresh are healthy for your pets and tasty too. Traditional pet treats are quite

nutritious and are good enough for everyday rewards whereas practical pet treats are designed

specially to deal with a particular health or functionality issue. The bath and grooming

accessories such as shampoos, dental products, brushes and combs come in this category too.

Choose only high quality, chemical-free, organic, all-natural and eco-friendly accessories for

your pets. Holistic pet foods and supplements will keep your pet healthy and their coats shiny

and in good condition. For a lasting memory, you can also get your pet framed as a portrait

alongside your family members. The travel accessories include restraints and straps for the

pet, litter crates and feeders and bowls along with its clean up products. Pet toys are a must to

keep your pet entertained during the long journeys. Balls that bounce a lot will do well too.

Pet Clothes

This is the age to flaunt and showing

off and there is no reason that your pets

should be deprived off these luxuries.

The fashionable pet shows and private

parties make for the perfect places to

exhibit your pet most elegantly dressedin unique clothes, jewelry and

accessories. Premium-quality and

state-of-the-art pet clothes are a way to

express your love and care for your pet

and how important they are for you.

Share the happiness and gratitude for their loyalty and companionship with your pets by

buying them the most gorgeous dresses made especially for them. All sorts of dresses are


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available for the animals to fit in their two or four limbs, in the various sizes. They are mainly

used to cover their bodies such as pet sweaters, sweatshirts, shirts, dresses, vests, coats, robes

and wraps. Other pieces of clothes are pet hats, bonnets and shoes along wit pet carriers and

purses and collars and leashes for dogs and cats. Clothes for the pet should fit like a glove

and should be comfortable. They are of course meant to look good on them and high quality

products are easily available at economical prices. If you like to sew, you can also make awrap or clothes for your pets from the leftover pieces of fabric you used to make your own

dress and you can both go out in matching outfits! The long list of choices mainly consists of

coats, hunting vests and costumes for pets along with their collars and ID tags. Bandannas for

graceful creatures look good too. Small and tiny pet clothes for cool dogs and cats look great

on them. Especially the toy cats and dogs such as Chihuahuas, Yorkshire Terriers and Tea

Cup Poodles can be dressed with great care on special occasions as they lie comfortably on

their master's or mistress's laps. It is preferable to buy clothes with reversible designs for they

mean two outfits in one. They must be sturdy enough to handle the occasional bites and

scratches of the pets and gay and colorful to look at. Flannel and fleece scarves and rain

slickers, snow coats and spring jackets look good on them and protect them from bad weather

too. Some of the wrappers can be used for mild restraints too at times. However, one must

remember to make a pet wear a dress, click some photos and then let them off without them.

Pets, naturally, are not used to wearing clothes and feel more comfortable without them. It is

okay, for an occasional party, but they don't like to put on a dress on a regular basis.

Buying Pet Toys

Pet toys are meant to keep the pets

entertained and give them plenty of exercise.

Many of them are useful tools to assist in

training the pets according to the household

too. These toys can be of rubber or plastic,

can be edible types or made up of catnip.

They can be squeaky, glow in the dark or

emit laser beams making them easier to

locate and interactive too. Many ofthem

often double up as pet treats too. If you are buying toys for an active pet, you may want to

buy toys that wiggle or flip-flop and are great for cats, ferrets and small dogs. Most pets

enjoy the easy to throw and catch discs that are flexible. Social pets love squeaky fun toys

that come in all shapes, sizes and colors. Premium handmade catnip toys in shape of a mouse

or a rat are just perfect toys for cats.

Birds, cats, dogs and other small pets like rabbits and mice love to play with toys too. Rabbits

can become destructive, depressed or overweight, if they are not active and may be bored to

death. You can start by giving them crumpled-up paper, cardboard boxes and toilet paper

rolls to play with but other toys that can be bought for them include a tunnel to hide and chew

toys that are sturdy. Rattles that can be chewed upon or eaten are loved by rabbits too such as

those made of a blend of oat and alfalfa hay. Wooden balls and a wood-shaped bunny can be

used too along with paper bags that they can tear to find hay, herbs and chew blocks for them.


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Bouncing balls and toys are the favorites of rabbits.

Funny cards and gifts for your pet are not only meant for them but their owners too. While

dogs love to chew upon edible bones or bone-flavored and shaped plastic toys, cats love fish

and shrimp-flavored toys and scratching posts. They love catnip bubbles too. Bones of

different flavors such as bacon, spearmint, peanut and fruits are just perfect gifts for dogs ontheir birthdays or adoption anniversaries. Natural gourmet toys not only keep your pet

entertained but also provide healthy nutrition to them. Dental toys include rope and rubber

toys that can be used to tease your pets and stimulate their natural hunting instincts and

should be sturdy enough to bear their scratching and biting. Most pets love flavored tennis

balls. However, they should not be small enough to be swallowed by them and become a

potential choking hazard. For bigger and larger animals, it is wiser to choose bigger-sized

balls to play with. Ferret teaser toys are available in the market too.

There are toys available for hamsters and gerbils too that include safe and quiet running

wheels that have a solid surface and are safe for birds and meant to minimize neck and tail

injuries. The low noise spinner is the best exerciser for all small animals. Bouncing balls and

other balls can be used to play with rats, guinea pigs and ferrets too. The toys that roll and

look like moving preys are interesting to most pets, big or small. Similarly, tunnel and cave

like toys that can be entered and left, whenever desired, provide them with a much craved for

private space. Buy toys that let you pets nibble and gnaw or arouse their curiosity and give

way to exploration and treasure hunt. In short, pets are not much different from kids, when it

comes to toys. If used properly, they enhance the mental and physical expertise of your pet

and keep them happy for hours at end.

Using Dog ToysThere are many factors thatcontribute to the safety and usability

of a toy. Safety is the most important

thing which you should keep in mind

while buying any toy for your dog.

The choice of toys completely

depends upon the size and activity

level of your dog and your personal

preference. You may buy a number

of toys for your dog varying in

shapes, sizes and colors. Yet your

dog may look bored, depressed and

disinterested in them. In this case,

you have to use your dog's toys

intelligently to keep your little friend

happy. Below we are giving few tips

about how to use dog's toys diligently:


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y Buy only 'dog-proof' toys with no ribbons, strings, or protruding parts that can bedislodged and ingested.

y Rotate dog's toys weekly, showing only a few of the selected ones at a time. Keepothers toys out of dog's eyes. This will make your dog feel as if the unseen toys have

become new after the lapsed time period.y Keep a variety of dog toys easily accessible and the favorite ones can be kept

permanently outside.y Focusing on a specific task, such as catching the ball and seeking treats or toys, helps

the dogs to de-stress.y Toys which you choose should be appropriate for your dog's size. Balls and other toys

that are too small can be easily swallowed, or can get stuck in dog's mouth or throat.y Avoid any toy that starts to break into pieces or have pieces torn off as they can choke

its throat.y Ask your veterinarian vide you knowledge regarding which kind of toy is perfect for

your dog breed.y Very hard rubber toys are safer and last longer. They are easily found at any dog shop.

y Check labels for child safety. A stuffed toy that's labeled as safe for children underthree years old, doesn't contain dangerous fillings and can even be used as dog toy.

y Make sure that the soft toys you choose for your dog should be machine wash.y Interactive dogs are generally attracted towards games such as 'Hide and Seek' and

'Found' toys.y Interactive play also offers an opportunity for socialization and helps them learn about

appropriate behavior with human beings and other animals.y Active games that you play with your dogs are very important for your bond with

your pet. Don't think that money can buy companionship too.

Factors for Consideration in Buying Quality Dog Accessories

As a buyer one may not be satisfied with buying anything that is second best for the price

paid by him or her. It is necessary to have good quality accessories to ensure that the dogremains safe and at the same time the objective of the buyer is fulfilled. It could be ensuring

safety of the dog while combining features of fashion and designs making the dog look

attractive. It would therefore be good to learn a bit about what to look for in the accessories

purchased for the dog.

Features of Best Dog Accessories Best dog accessories would ensure the safety and well being of the dog. It will render the task

of dog breeding easier and convenient. Accessories that are3 used to make the dog look

fashionable and designer could include dog clothing, hair accessories, or pet collars. Items

like hearts and lilac ties for hair or enameled crystal collars, and dog necklaces would be

some such items. All the dogs require some of the accessories required for their upkeep. Suchitems could be dog shampoos, eye packs, aromatherapy shampoo, fancy brushes, nail

clippers, and combs. Dog beds that come in different shapes, sizes, and prices are also one of

the most important dog accessories. Some accessories are necessary for the health of dog and

such items can also add some fashion statements like the decorative collars, dog bone treats,

and Frisbees and squeaky toys. Dogs that suffer from various kinds of health problems like

arthritis and pain problems as well as some short hair breeds like the whippets, Chihuahuas

and Greyhounds may require items like knitted mufflers and matching hats.


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Accessories to Dog Apparels Some accessories make the dog apparels more useful than ever and add to their capabilities

and designs pretty substantially. For instance the fleece line and far trimmed shoes, boots as

well as hiker boots, sandals as well as soft paw protectors could be very useful in

combination with the natural apparels that are used for the dogs by the owners. Other

accessories that make the breeding of the dog easier are car seats for dogs, seat belts, leashes,and pet collars. In any case having the quality items will enhance safety as well as making the

dog look highly fashionable.

Need for the Study:y To understand the buying roles of the consumer.

y To analyse the consumers decision making process.

y To know growing market segments of company for Consumers.

y To know what features or product design acceptable by Consumer.

Objectives of Study:y To understand the major factors influencing consumer behaviour.y To Know and recognize the types of buying behaviour decision behaviour.

y To understand how consumers make purchasing decisions and respond to purchasing.

y To understand how marketers analyse consumer decision making.

Scope of the Study:y To distinguish different consumer groups and to develop products that satisfies the

needs.

y To understand how consumers make purchasing choices among products/services.

y To know how consumers will respond to different product, features, prices.

LITERATURE REVIEW:-

Shivam polymers is one of the Indias renowed manufacture and exporters of rubber

products. Creating an amaging range of rubber products for equestrian, pets, automotive and

other utility products , shivam polymers recreats its magic in rubber in its manufacturing unit

in greater noida. Now the company is also covering the domestic market.

The company is the largest producers of Pet Toys and Car mats and Exhaust Auto Parts made

from Rubber and Rubber with Plastic inserts in India.

The company have a manufacturing unit spread over7200 sq yards in a city called GreaterNoida which is 40 minutes drive from the centre of New Delhi, the capital of India. It has itsown tool room for the toolings and any designs can be made in a very short time. Its mats aremade from Natural Rubber and are free from Cancer causing Phthalates and made allEuropean Norms and its all Range of Products are Non- Toxic.

For the last 25 years the company is doing export of the Pet toys and car mats Etc. Now it

want to enter in the Indian market for this the company want distributors and retailers in India

and want to gather knowledge of consumer and their behaviour towards pet toys.


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Changing lifestyles in the form of the rise in nuclear families and double income households

have encouraged the growth of pet ownership in urban areas of India. Increasingly, pets are

being looked upon as companions and members of the family rather than as guard dogs for

example. Pet owners have started to take an interest in their pets diet, health and grooming.

A gradual shift towards prepared pet food has been observed. Pet owners are more willing to

spend on pet food and pet care products than ever before. This trend has spawned an entireindustry, with a growing emphasis on pet care.

PET INDUSTRY & MARKET

The pet industry in India is estimated to have a revenue potential of Rs 350 crore, out ofwhich Rs 150 crore is attributed to the medical, grooming and immunization segment.According to the Research there is about 2.2 million domestic dogs in Indian households,with the population increasing by around 26% a year. According to DARE estimates, the totalmarket size of the pet grooming industry in 2007 was Rs 132 crore. This is expected to growto Rs 299 crore by 2010. According to Euromonitor International, veterinary clinics and petshops remained a leading distribution channels for pet food and pet care products in 2007.But more and more retail outlets and supermarkets started emerging as viable distribution

channels. This has reduced the influence of vets on consumer purchasing decisions. In thedays to come, with pets increasingly being treated as companions and fashion accessories, petowners, especially in the urban areas, are expected to spend more on their pets.

INDUSTRY TRENDS

Retail scenarioThe current retail scenario with regards to the pet industry is completely unorganised, but thistrend is gradually changing. To fully cater to the target customers, a pet retail outlet shouldoffer the basics like pet food and pet accessories such as collars, leashes, grooming products,

bowls, etc. In addition to this, an ideal store would be one that could also offer its customers

related services such as pet grooming, and pet boarding. In India, pet stores are still verysmall and not professionally run. It can also assist buying puppies and kittens of pure breed.This is one market where recession is not having any effect. Growth is in double digits (15 to20 per cent) now. Though, the market share is still about 5 to 10 per cent only for thiscategory. A regular pet supply store may also retail online and offer pet foods, pet cosmetics,snacks, accessories, kennels and carriers. However, online retailing is yet to evolve as a majorsegment. It fulfils the needs of customers both from urban and rural areas. Efficient websiteshelp to educate as well as narrow down the search quickly. There is a big market open in thiscategory.

Pet ProductsAnimal Cages

Bird Cages

Cat Dish

Dog Bowl

Animal Food

Breath Fresheners

Cat Toy

Dog Cage

Animal Repellents

Cat Collars

Dog Bed

Dog Chains


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Chin Strap Vurb Chain (Equesrtian Rubber Products)

y Classic 1 Grey ( Automobile Mats & Footmats)

y Classic 2 Blue (automobile Mats & Footmats)

y Classic 3 Red (automobile Mats & Footmats)

y Classic 4 Blue (Automobile Mats & Footmats)


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Classic Dog Collar (pet Rubber Products)

y Golden Fabric Inside Lining (pet Rubber Products)

y Groomer Big (equesrtian Rubber Products)


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y Groomer Big With Handle (equesrtian Rubber Products)

y Groomer Small (equesrtian Rubber Products)

y Halter Collar Black (pet Rubber Products)

y Halter Collar Blue (Pet Rubber Products)


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y Halter Collar Nylon (pet Rubber Products)

y Halter Collar Red (pet Rubber Products)

y Liliput Groomer Keychain (pet Rubber Products)

y Lunge Line Cotton (Equesrtian Rubber Products)


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y Martingal Stopper (equesrtian Rubber Products)

y Palmpad With Sponge (pet Rubber Products)

y Peacock Ring Normal

y Rein Stopper (equesrtian Rubber Products)


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y Rubber Bands With Plastic Comb (equesrtian Rubber Products)

y Rubber Bit Holder (equesrtian Rubber Products)

y Rubber Bottom Lining For Food Bowl (pet Rubber Products)

y Rubber Curry Combs (Equesrtian Rubber Products)


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y Rubber Dog Pull (pet Rubber Products)

y Rubber Ear Cover Transparent (equesrtian Rubber Products)

y Rubber Felt Lock Ring (equesrtian Rubber Products)


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y Rubber Tounge Part (equesrtian Rubber Products)

y Snorky Playtoy Pet Rubber Products

y Softgroom Rubber Mitt (equesrtian Rubber Products)

y Spline Boots Neoprene (equesrtian Rubber Products)

y Stall Chain Large (Equesrtian Rubber Products)

y Stall Chain Mini (equesrtian Rubber Products)


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y Stall Chain Small (equesrtian Rubber Products)

y Stirrup Pads Filli (equesrtian Rubber Products)

y Studded Dumbel (pet Rubber Products)

y Sweat Rubber Sponge (Equesrtian Rubber Products)

y Wonder Glove (pet Rubber Products)y Connecting Rod Large (Equesrtian Rubber Products)y Connecting Rod Small (Equesrtian Rubber Products)y Ezee Cheek Guard (Equesrtian Rubber Products)


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Marketing strategies :-

Company following the B2B marketing strategey in the domestic market they are directlycontacting to the retail outlets , vetneray doctors, medical shops, general stores, shoppingmools etc . to promote their product of pet toy named called LOVE AND CARE which is

being expanding their value in dosmetic market company is also making their distributors in

the diffrent cities of the country and also giving them 100 % mark up value , 10% discount oneach order and also 3% discount if the customers have C2 CERTIFICATE .

Competitors:-The total pet population in the country in 2009 was 8.699.300. This number is increasing by26% every year;Total pet expenditure on dog and cat food in 2009 amounted to Rs 1.721.8million 26.6 million - $36.97 million).The retail value of the Indian pet market currently stands at Rs 2.773.2 million (42.8 million- $59.56 million) and is expected to reach Rs 4.827.5 million(74.6 million - $103.68million) by 2014; It is experiencing a steady 15-20% annual growth, year after year; TheIndian pet food market is projected to have crossed the 50,000 tonne mark; Changes in

lifestyles, mindsets, economic growth and amplified disposable incomes of Indians have andwill continue to lead to an increase in pet adoptions; Those people with pets are taking bettercare of their pets and spending more on them.

The pet toy market in India has been growing steadily. The market is dominated by certainforeign brands. Other domestic players are looking to foray into various segments and

provide a variety of products to lure the pet owners.Consumer perceptions are changingrapidly and the pets are increasingly being treated as companions. This has fostered potentialfor the players to ramp up their products and services in the market. However, the market isdominated by the pet toys category but other categories are also slowly evolving withgrowing attention from players.As the market is growing many comapnies came into the market as they saw a good profit in

this sector and some of the main competitors of the shivam polymers are1. LAL PETS2. SCOOBY PETS3. WAVES PETS4. PET SET GO

These are the competitors who are effecting the market because they are providing the cheapplastic pet toys of the low quality and this is the main problem which the company is facingto trap the domestic market in India .

Major problem:- Cheap plastic toys of low cost which is being available in the market is the major

problem which the company is facing. The problem here is the competitors, china who export their product in India at very

low price.

Our main problem is our product price is high in comparison to others product but ourquality is good.


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Research Methodology:

Research methodology is the systematic process of collecting and analyzing information(data) in order to increase our understanding of the phenomenon about which we areconcerned or interested. In other words research methodology is an endeavour to discoveranswers to intellectual and practical problems through the application of scientific method.

Research Design:Survey research is the systematic gathering of information from respondents for the purposeof understanding and/or predicting some aspects of the behaviour of the population of

interest. It is the most common method of collecting primary data for marketing decisions.Survey can provide data on attitudes, feelings, beliefs, past and intended behaviour,

knowledge, ownership, personal characteristics and other descriptive items. Survey researchis concerned with administration of questionnaires (interviewing). The survey research must

be concerned with sampling, questionnaire design, questionnaire administration and dataanalysis.

Sampling:Sampling is the process of selecting units (e.g., people) from a population of interest so that by studying the sample we may fairly generalize our results back to the population fromwhich they were chosen.

Sample size:The sample size of a statistical sample is the number of observations that constitute it. It istypically denoted n, a positive integer.Total 150 samples taken for analysis and interpretation.

Data collection methods:For making analysis and interpreting the data; there are two methods have been used for

collecting the data i.e. primary method and secondary method.Tool for data collection: Questionnaire (Sequence and layout)

y Primary Data : Questionnaire Method and interviewing method

ANALYSIS:-

This research report is based on to the buying behaviour of consumers towards the pet toys in

this research report i have found that consumers of different age group buys pet and toys for

them. In this research i have found that most of the consumers are of the age group in

between 20 30 and 30 40. During my research i have found that around 51% consumers

dont know that the cheap plastic toys contains the ph phthalate which causes skin cancer and

around 49% consumers know the side effects of cheap rubber which is used for theproduction of rubber toys. In my report i have found that most of the consumers keep their

pets as for their likeness.

As per their likeness around 57% of the consumers had one pet at their home and around

22% consumers had two pets at their home. As consumers is more conscious about the

security so some of the respondents keep three and more than three pets at their home. Now

on the bases of my report the consumers who had one, two, three, more than three pet at their


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1) No. of consumers who knows that the cheap

plastic toys contains ph Phthalate which causes

cancer.

a)Knows

b)Dont know

2) No. Of pets the consumer had

a) one

b) two

c) three

d) more than three

3) average spending by the consumers on petfood and accessories.

SPENDING ONPET FOOD BY THE CONUMERS

WHO HAVING:-

a)One pet

b)Two pet

c) Three pet

d)More than three pet

SPENDING ONPET ACCESSORIES BY THE

CONUMERS WHO HAVING:-

a)One pet

b)Two pet

c) Three pet

d)More than three pet

4) consumers keeping their pets for

a) fashion

b) likenessd) security

e) all of these

63

62

72

36

12

5

Rs 1861.1

Rs 3333.3

Rs 5791.6

Rs 9400

Rs 412.5

Rs 722.2

Rs 1383.3

Rs 2880

28

816

10

50.4%

49.6%

57.6%

28.8%

9.6%

4%

22.4%

64.8%4.8%

8%


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5) How often they buy pet toys

a) once a month

b) twice a month

c) within six month

d) yearlyconsumers who dont buy pet toys

6) pets are allowed to play

a) indoor

b) outdoor

c) both

7) No. Of consumers who wish to buys pet toysonline

a) online

b) offline

8) what consumers look in a good pet toy

a) quality

b) price

c) both

9) consumers buy pet toys from

a) vet clinic

b) toy shop

c) retailers

d) trainers

10) what consumers look in a good pet toy

a) durable

b) sizec) cost

d) all of these

e) size, durable, cost

25

34

47

145

66

33

26

41

84

111

5

9

36

77

10

2

12

1022

77

4

20%

27.2%

37.6%

11.2%4%

52.8%

26.4%

20.8%

32.8%

67.2%

88.8%

4%

7.2%

28.8%

61.6%

8%

1.6%

9.6%

8%17.6%

61.6%

3.2%


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11) No. of consumers who heard about love and

care range of products.

a) heard

b) not heard

spending by the consumers on pet toys and

accessories in a range

PET FOOD:-

100 - 1,000

1,000 - 5,000

5,000 - 10,000

Above 10,000

HOME FOOD

PET ACCESSORIES :-

NOTHING

100 - 500

500 - 1,000

1,000 - 2,000

Above 2,000

60

65

18

62

19

6

20

22

38

30

19

16

48%

52%

14.4%

49.6%

15.2%

4.8%

16%

17.6%

30.4%

24%

15.2%

12.8%

Though around 67% of consumer are not willing to buy the pet toys product through online

only 38% consumers wants to buys the product through the online. Consumers are looking a

many aspects in a good pet toy like durable , size , cost, bounce and most of the consumers

prefer all of these qualities in a good pet toys which is around 61% form the research which is

being done in the different areas of NCR region. On the basis of the spending range around

50% consumers spend on the pet food in the range between Rs 1000 - Rs 5,000 also there are

the costumers who spend more than 10,000 on the pet food which is around 5% and around

16 % costumers avail home food for their pet, also there are 15% consumers are such who

spend on food between the range of5,000 - 10,000. In the case of the accessories 30%

consumers spend in between the range of100 - 500 and 17 % consumers fall in to those

groups who dont spend anything on the accessories, 24% consumers are of those kinds who

spend in the range between 500 - 1000, 15% consumers are those who fall in the category of

people who spend in the range between 1000 - 2000 also there are some customers who


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spend above the range of 2000rs these are the potential costumers who dont negotiate with

the quality.

The company LOVE AND CARE is one of the largest manufacturer of pet toys in India and

around 80% of their products is being exported and only 20% is being utilised by the

domestic market which shows the less interest in the buying of pet toys which also give

certain results around 48% consumers heard the name of love and care products and 58% has

no idea about this company one of the reason behind it is that they the toys for their pet

without even knowing the name of the company.

LIMITATION OF THE STUDY:-

y The study and the research will be limited to the pure geographical region only.

y Total 125 samples taken for analysis and interpretation.

y Limited time for visit to the Consumer.


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Questionnaire

Name:

Age: (A) Below 10 (B)2 0-30 (C) 30-40 (D) 40-50

(E) 50-60

Do you Have Pet Yes No

1. Are you aware that the cheap plastic pet toy has Ph and Phthalate which causes skin

cancer?

Yes No

2. How many Pets Do You have One Two Three

More than three

3. Do You keep Pets for Fashion Security Likeness

4. How much do you spend on

Pet food in a month

Pet Accessories in a month

5. Do You Buy Pet Toys for them Yes No

6. How Often You buy Toys for your Pet

Once a Month Twice a month

Within 6 Months Yearly

7. Where do you allow them to play Indoor Outdoor

8. Do You Wish To Buy Pet Toys/ Products Online Yes No

9. Will you buy a cheap or a good pet toy

10.From where do you buy pet toys? Dealer Retailer Toys shop

Vet Clinic Trainer


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11. What do you look in a good pet toy

a) bounce

b) durable

c) size

d) costd) all of these

12. Have you heard of Love N Care Range of Pet Activity Toys Worlds Finest Range

of Pet Activity Toys

Yes No

13. Would you like us to show you our best sellable products in domestic products

Yes No

Response

.

Shivam Polymer History

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