Vol. 10, Issue 4, Part B (2024)

The research topic is about understanding how consumers perceive and use flooring and wall covering materials, with a focus on Kajaria Ceramics. The study aims to explore consumer awareness, attitudes, and usage patterns related to these materials. Specifically, it seeks to analyze product awareness, usage, brand awareness, factors influencing brand selection, and opinions about Kajaria Ceramics.

The findings indicate that ceramic is the most commonly considered option for flooring and wall covering, followed by granite. Vitrified tiles are expected to be a popular flooring material in the future, with ceramic being the next preferred choice. Ceramic is also the top choice for future wall covering, followed by paint.

Kajaria Ceramics gains awareness mainly through word-of-mouth and television advertisements. Consumers associate quality with Kajaria Ceramics, followed by brand reputation and durability.

The research methodology used was descriptive research, and the sample size consisted of 364 consumer respondents.