Chinar Final Report

8/3/2019 Chinar Final Report

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SUMMER TRAINING

ON

MARKETING RESEARCH OF RETAIL OUTLETS

UNDERTAKEN AT

HISAR,HARYANA

In partial fulfillment of the requirement

For the award of degree

Of

MASTERS OF BUSINESS ADMINISTRATION

SESSION 2009-11

SUBMITTED TO: SUBMITTED BY:

MRS.GARIMA GUPTA NARESH KUMAR

ROLL NO: FMS/MBA/119


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DECLARATION

I, Naresh kumar Student of MBA (3rd Sem) Manavrachna International

University(Faridabad), hereby certify that I have successfully completed the training

on "marketing research on Retail outlets" at Chinar Syntex Ltd., Hisar, During my

summer training for two month.

All the information given in the project are true and whole my own

presentation and not copied from any where else.

Naresh kumar


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CONTENTS

1. Acknowledgement

2. Abstract

3. Table and Contents

4. Company Profile

* Introduction of the Company

* Objective of the CHIANR

* Organization Chart

5. Marketing Department

* Function of Marketing Department

* Organization chart of Marketing Department

6. Production Process

7. Introduction to the Topic

* Introduction to Retailing

* Functions to Retailing

* Objective of Study

8. Research Methodology

* Research Design


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9. Analytical observation

10. Suggestions

* Product

* Price

* Place

* Promotion

11. Conclusion

12. Annexure

* Bibliography

* Questionnaire for retailers


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ACKNOWLEDGEMENT

A training report is never the sole product of one person whose name appears on the

cover. There is always the help, guidance and suggestion of many in the preparation

of such a project. So it gives me great .pleasure to express my gratitude to wards all

the individuals who directly or indirectly helped me in completing this report.

First of all, I express my gratefulness to Mr. Purshottam Aggarwal (M.D.CHINAR

syntex) and Mr. Naresh Aggarwal (Marketing President) who permitted me to take

training from CHINAR Suitings. My thanks are also to Mr. Mahabir Singh for his

cooperation and guidance for my summer training.

I am also greatful for all the Staff of CHINAR for their friendly behavior and their

cooperation during the training period.

(Mr. Mahabir Singh) who helped me selection of my topic and guided about my

training work.

NARESH KUMAR


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ABSTRACT

Summer training is an integral part of vocational Course. This training is meant to

provide the students to arrange an exposure of actual functioning of the real

atmosphere surrounding the organization. A part from the theoretical knowledge we

get practical training to understand the natural atmosphere of the Industry. We learn to

implement the things practically which we read in the books.

So to keep myself aware of the things regarding marketing management, I did my

summer training in Chinar Syntex Ltd., Hisar. My interest lies in marketing

management so I selected the topic "Market Research of Retail Outlets for Chinar

syntex"

Retailers and the dealers are the important part of the distribution network of the

industry so every company must pay much attention towards them and motivate them

in every possible manner.


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TEXTILE INDUSTRY IN INDIA

India has very large textile industry, one of the largest in the world. It is largest

organized industry in India. It employs over 12 lakh workers. The total sales income of

61 major companies in the industry aggregates to Rs. 10,000 crore. The industry

presents an interesting picture of coexistence of four sectors. Which are khadi

handlooms, power looms and organized mills, and cotton textiles, is the source of raw

material for all these industrial firms? Presently the value of cotton textile made in the

country me more than Rs. 3,500 crore per annum. The consumption has been shifting

consistently towards modern blended dyed and printed goods. In general there has an

upward shift in clothing taste and consumers now prefer good quality and durable

products. This has promoted several entrepreneurs in textile industry to change their

product mix.

Textile constitutes an important sector in India's exports. Textile and garments are the

single largest category of products exported from garment export industry in particular

is showing penman growth year after year. Realizing its export significance and

employment potential, the government delicenced the cotton textile industry including

power looms. Encouragement to export of cotton textile and garments became an

important part of the new policy. Under new policy sophistated garment

manufacturing machines, which not manufactured in India, are now allowed to be

important under the open general license (OGL) Moreover, the new policy has allowed

large firms to setup garment-manufacturing units, provided they export 50% of their

production. Using this facility many large business houses are now entering this area, a

number of them are securing collaborations with well known foreign garment firms

and are sitting up large scale manufacturing units.


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COMPANY PROFILE

The company CHINAR Syntex Limited was incorporated on 23rd September 1992

with the company number 5-3-1791. The Company is registered under the Indian

Companies Act 1913 (Act. VII of 1913) and companies Act 1956 (Act 1 of 1956). The

authorised share capital of the company is 250 lakhs which is divided into 25 equity

shares of Rs. 10/- each.

CHINAR Syntex Ltd. was commenced with 16 looms and a workforce of 15 people. It

is situated in the Industrial Area in Hisar and its Head Office is also in Hisar

Earlier they work for Graviera Suiting on Job basis at they manufactured fabric for

them but after some time in 1994, they manufactured own suiting named CHINAR

suiting with the same processing and yarn.

The mill is known for its suiting, its produces polyester viscose blended fabric under

the brand name of CHINAR suiting, the fabric is amongst the most popular name in

the country. This company makes various types of suitings i.e. Denim, Twill, Matty,

Plane which are made through different denier. It does not make yarn but take supply


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keeps the customer's psychology in mind and develop the product not only to satisfy

them but to delight the customer. So CHINAR Suiting always put the emphasis on

quality that is prime objective of whole unit.


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OBJECTIVE OF COMPANY

Objective establishes the goals and the aims of business and determine its shape of

future event. Objective are they way of achieving motives for profit or self service.

Objective represent a clear picture of activities which are sought to be achieved. Main

objectives of CHINAR Syntex Ltd. as given memorandum of association are: -

1. To introduce new products and create new markets.

2. Increasing productivity of work force.

3. Customer service and Customer satisfaction.

4. Increasing work culture among the employees.

5. Capitalising on company strengths and use of corporate as sets.

6. Increase quality products and services.

7. Continuous innovation.

8. To provide a growth rate of about 10% per annum.

9. Improve the advertising effectiveness.

10. To ensure that large proportion of sales in directed towards the rural sectors

and urban sectors.


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MARKETING DEPARTMENT IN CHINAR SUITINGS

Companies often need to recognize their business and marketing in response to

significant change in business environment. To cope up with changes, companies are

increasingly focusing on developing their businesses and core competences. For all

this, companies put emphasis on developing marketing department in the form of team

work centered around core business processes, trying to break down department walls.

Companies are also trying to break down walls between themselves and their supplies

and distributors by treating them as business partners and including them in

information flow.

The Marketing manager's tasks to identify opportunities and prepare marketing

strategies and programs. A company can have an excellent marketing department and

yet failure at marketing. Much depends on how the company's other departments view

customers and their marketing responsibilities. If they point to the marketing

department and say "They do the marketing", the pany has not implemented effective

marketing. Only when all of company's employees realize that their jobs are created by

customers who choose the company's products does the company become an effective

marketing company.

In CHINAR Syntex Ltd. effective marketing is implementing through functional

organization. There is a separate and well-established yarn marketing department in

the guidance of D.S. Aggarwal executive President of CHINAR Syntex Ltd. The

whole production of yarn in CHINAR is marketed by this department.


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FUNCTIONS OF MARKETING DEPARTMENT OF CHINAR

1. To discover and translate consumer needs and desires into products and

services.

2. To create the demand for the products of the mill through promotional

measures and pricing strategies.

3. To serve the consumer demand through planned physical distribution with

help of marketing channels.

4. To expand the market even in presence of competitors with help of

competitive strategies.

5. To explore the market position of the product.


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ORGANISATION CHART OF MARKETING DEPARTMENT

Marketting President

Production

PlanningControl

Executive

Marketing

Executive

Assistant

Manager

Dispatch

Officer


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CHINAR Syntex Ltd. manufacture only the fabric and purchase the yarn. The main

operation involved in the production of fabric is called weaving. We will discuss here

in brief. Various sub-processes carried out in the executing of these operations.

WEAVING

Synthetic yarn is used as the input in weaving process (in CHINAR), and the end

product obtained in fabric So weaving is the process of converting yarn into fabric.

The various operations involved in the process are sequentially followed is the

following manner -

Process of Weaving

WARPING

Sizing

Drawing-in

Loom shed(Weaving)

Mending

FOLDING

PACKING

Finishing


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WARPING :

This is the first sub process in weaving. Here the yarn is used to form

beams. Main objectives of warping are to form a beam,

To form a beam,

To remove weal places which were not removed up to winding of yarn.

to remove slab and fluff etc.

Warping consists in arranging side by side, a large number of yarn ends to form a

sheet of yarn rapped round an iron rod. This sheet on iron rod is called 'Beam' Warping

is of two types Beam Warping, and section (or Mill) warping. In Beam Warping, Yarn

of only one colour is used, But if we want to make a design of warp wise strips in the

fabric, the mill warping will be required. Mill warping consists in warping of yarn of

different colours simultaneously on the same beam.

SIZING :

Sizing is a chemical treating of yarn on beams. The objective of sizing are -to provide

further strength to the yarn to withstand the tension while running on the loom and

hence, reduce breakages,to protect the yarn from various types of insects. Various

materials are used in sizing, to achieve the above mentioned objective, These materials

include-starch (Mandi) adhesives, finding materials and insectidicdes. etc. The beam

after sizing is called 'weaver's Beam.

DRAWING IN :


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predetermined design of reeds & picks. 'Reed and Pick and respectively the number of

ends warpwise and weftwise in one square inch of fabric. Insertion of yarn taken place

with the help of shuttle of repiers. Which are essential parts of looms. The types of

looms, in the loom shed of CHINAR are-Dornier (rapier Looms: 66 & Sulzer

(Projectile looms): 30 Sulzer is the advanced version of Dornier.

TYPES OF FAULTS GENERALLY FOUND AFTER WEAVING:

(i) Chira (ii) Jala (iii) Design Cut

iv) Jhirky (v) Patti) vi) Double Ends

vii) Fourply viii) Wrong Drawn (ix) Wrong Denting

x) Shuutle Fly xi) Wrong Pattern

MENDINGS :


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The grey cloth from the loom-shed is brought for mending. The full length of the

cloth is manually checked here, and the defects are removed by hand scissors and

other equipments. Most of the removable defects in fabric get removed here.

FINISHING :

Mended Cloth is further processed in the finishing Section. Finishing is one of the

most important processes, because the fall, lustre and drape of the final product (i.e.

cloth) depends largely upon it. Some other functions that this section can perform are

making the cloth Fir-proof, Shrink-proof, wrinkle proof, water proof etc. Mainly three

processes are carried out in this section processing, Dyeing and Printing.

Processing :

In this sub-section, the long threads which remain loosely attached to the surface of the

fabric are removed first of all. After that, small hairy fibres projecting from the surface

of the fabric and certain impurities like dust and waxy material etc. are also removed.

The fabric is then throughly washed to remove Mandi from it. It is dired then and

passed on a Stenter machine, where by the process of 'Heat Set' the shrinkage of cloth

is removed, and by chemical processing, lustre & shine are produced.

DYEING AND PRINTING:

Fabric can be two types, according to the dyeing process : Top dyed : manufactured

from already dyed yarn & Piece dyed: Manufactured from undyed grey yarn & hence

required dyeing. In the dyeing process, the polyester and viscose parts of the cloth are

dyed separately because there chemical & condition requirements vary. Polyester part


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is dyed by using the desperse dyes and at very high temperature. But viscose part

required wet-dyes *i.e. the days which are easily soluble in water). The fabric is

washed after dyeing both these parts.

Fabric printing is of two types-screen printing & Roller Printing. But in the Products

of CHINAR Printing is not usually required. After the processing for Printing & or

Dyeing, the fabric of every types is property washed and dried.

FOLDING :

The finished fabric is brought to this section for checking and folding. It is also a part

of the quality control at CHINAR. The fabric is manually checked inch by inch. This

inspection is done for finding any faults and removing them if removable. If faults

cross a limit in certain quality, the fabric is rejected and sold under seconds.

The checked cloth is folded in the form of Thanks and Pen Lenghts (P.L.S.) Standard

length of a than varies from 6 to 12 meters, Pent length is a length 1.20 meters of

cloth, length of cloth lesser than P.L. are graded as-

Superior 91 cm to 1.19 mts.

Fents 45 cm. to 90 cm.

Rags 25 cm to 44 cm.

Chindi Below 25 cm.


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PACKAGING :

Each 'than' is wrapped over a separate sheet of thick card board. Then each than is

packed in a polythene bag and sent warehouse. Pent length are sent as such to

warehouse (i.e. without any packing). In warehouse, the thans and P.L.S. are packed in

different packages, according to the orders of the parties. The cloth is now ready to be

transported to the dealers.


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INTRODUCTION TO RETAILING

In today's economy, most products do not sell their goods directly to the final users.

They sell through distribution channel. Between producer and final users stands a host

of marketing intermidiares can be of wholesales, agents, stockist and retailers.

Retailers are one of the important part of marketing channel. Retailers are in direct

contact with consumers. They can also influence the buyer's behaviour.

DEFINITION OF RETAILING:

Retailing includes all the activities involved in selling goods or services directly to

final customers for their personal non-business etc.

Retailer :

A retailer is business enterprise which sells primarily to ultimate consumers.

Through retailers producers gain several advantage :-

1. Many Products lack financial resources to carryout direct marketing.

Retailers help them to marketing.

2. A retailers are in direct touch with the consumers they make local publicity

of the product.

3. Consumers who buy many times often prefer to buy from a retailer than

directly from each manufacturer.

4. The retailers are likely to be more efficient at retailing be cause of their

contact, experience, specialization and scale of operation.


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FUNCTIONS OF RETAILERS

1. Buying and Assortment:-

Retailers are able to select item and build as sortment needed by their customers, thus

saving the customers, thus saving the customers considerable work.

2. Ware Housing:

Retailers hold inventories there by reducing the inventory costs and risk to suppliers

and customers.

3. Rick Bearing:

Retailers supply information to their suppliers and customers regarding competitors

activities, new products, price development and soon.

4. Market Information:

Retailers supply information to their suppliers and customers regarding competitors

activities, new products, price development and soon.

5. Selling and Promotion:

Retailers enables manufacturing to reach many small business customers at a relatively

low cost. There tailers has more contracts and is often more. Trusted by the buyers

than is the distant manufacturers.

6. Financing:

Retailers finance their customers by granting credit and finance their suppliers by

ordering early and passing their bill on time.


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OBJECTIVE OF THE STUDY

The main objective of my study is to measure "The Market Research of Retail outlet

for CHINAR Suiting". For the purpose of measuring it I also have to decide some

other objectives of my study which are as follows:

1. To find out the stocking pattern of the retailers in the market.

2. To find out which brand is demanded most by consumers.

3. To knew which factor is given more importance by the consumers while

purchasing fabric.

4. To know which kind of promotion means affect the retailers sale.

5. To assess the acceptance of CHINAR fabric's prices by retailers.

6. To assess the present standing of CHINAR vis-a-vis its main competitors.

7. To invite suggestions from retailers for improvement in CHINAR fabric.

8. To know about the colour and shades that customers demand most.

9. To know about the customers whow are asking for CHINAR Suiting

belongs to rural area, urban area or both.

10. To know about the usage of CHINAR Product mainly for traiser, Safari or

Suit.

11. To know about the awareness of new fabrics launched by CHINAR among

the retailers.

12. To invite suggestion from retailers for improvement in CHINAR fabric.


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To gain familiarity with a phenomena or to achieve new in sight into it. Studies with

this object in view are termed as exploratory or formulative research studies.

2. Descriptive Research :

To Portray accurately the characteristics of particular individual, situation of a group.

Studies with this object is view are known as descriptive research studies.

3. Experimental Research :

To determine the frequently with which something occur or with it is associate with

sometime else. Studies with this object in view are known as diagnostic research

studies.

Considering the importance of decision areas, it was decided to undertake an

exploratory survey. Exploratory research is concerned with discovering the general

nature of the problem and the variables that relates to it.

I made exploratory research for my report.

During training after studying the process of manufacturing of cloth by CHINAR

Suiting, I was interested in knowing that how the product is transfered to final buyers.

So I did market survey of Retail outlets. Retailers finally conveys the product to end

users so they helped me to know the customer's like and dislikes for this purpose I did

market research of Retail outlets in Rohtak and Bhiwani of about 30 Retails


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Q.6 Leading Brands

(market share)

a) CHINAR b) Mayur

c) Vimal d) Raymond

e) Siyaram f) Other Brand

CHINAR 15%

Mayur 5%

Vimal 10%

Raymond 20%

Siyaram 15%

Other Brand 35%

1

1%

2

1%

3

1%

4

1%

5

1%

6

1%

7

0%

1

15%2

5%3

10%

4

20%5

15%

6

35%

70% 1

2

3

4

5

6

7


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` a)same shop of every time b) All one or two special shop

c) Different shops d) Any special shop

Same shop of every time 50%

one or two special shop 20%

Different shops 20%

Any special shop 10%

1 2 3 4 5

S1

S2

9. Factors Influencing in selection of CHINAR products

Sr. No. Factor %age


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Sr. No. Particulars %age

1 Colors 20%

2 Varity 10%

3 Quality 50%

4 Brand 20%

customers demand

20%

10%

50%

20%


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13. Actual Buyers of CHINAR Products on the basis of Class

Sr. No. Class %age

1 High 30

2 Middle 45

3 Others 25

%age

01020304050

High Middle Others

1 2 3

%age


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16. Customers buy CHINAR Products once, Do they come to buy the Same

fabric again?

Sr. No. Decision %age

1 Yes 30%

2 No 50%

3 Can't Say 20%

17. Suggestions to increase the sales of CHINAR products by several Sales

Promotional techniques?

%age

30%

50%

20%

Yes

No

Can't

Say

1

2

3

%age


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Sr. No. Suggestions %age

1 T.V. Advertisement 35

2 Schemes 25

3 Bonus 15

4 Discount 25

%age

T.V.

Advertise

ment

1

35%

Schemes2

25%

Bonus

3

15%

Discount

4

25%


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11. For higher class market, quality of the product is weak. Many times defects

in the product are there. Hence quality should be according to customer

demand and in order to capture market.

SUGGESTION FOR PRICE

1. In order to attract low class customers should be low as compared to local

fabrics.

2. Range of the product should be wide like other branded fabrics.

3. Rates should be fix they should not fluctuate from time to time.

4. Discount policy should be same for all markets.

5. Mill should set price according to quality. In come designs they are not

satisfactor.

6. Due period/payment period should need to be expanded more as

comparison.

7. Terms and conditions which are imported on the retailers and dealers

should be liberalized to increase the sales.


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SUGGESTION FOR PLACE

1. Mill should provide its fabric to more retailers through effective

distribution channel.

2. Sales manager should overseeing the distribution channel people behaviour

with retailers and customers on the spot.

3. There should be more direct mill-retailers relationship through conference

from time to time to know about the problem of retailers.

4. Complaints of retailers should be taken care of quickly. They say nothing

will come out of this survey, this demotivate them.

5. Agents and dealers not attend all retailers and provide facility to few

retailers to make their monopoly. Mill should be vigilant about it.

6. There should be at least monthly visit to the retailers by selling agents to

know about the problems of retailers. In most of cases it is found that

selling agents rarely visit to retailers.

7. Provide more and regular dealers facility for regular availability of the

product in the market.

8. Sample should reach in the market at proper time and agents show all or

more samples to retailers. In most cases it is delayed and not show all

samples to retailers.

9. VIP dealership should be given directly from the mill for those who can

sell the product more than 50 Lakh annually.


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SUGGESTION FOR PROMOTION

1. Awareness of CHIANR fabric is very less as compared to other brand like

Vimal. Hence more advertisement should be there through different

advertising media mainly T.V. in between the timing i.e. 8:00 Pm to 10:00

PM on Sony or Zee Channel.

2. Mill should enhance publicity that is more customer awareness towards

brand name through affective advertisement.

3. Retailer advertisement is quite effective. Hence special incentives should

be given to the retailer to advertise CHINAR's fabric.

4. Provide posters, Calander, Pocket diaries, Key rings like other useable gift

items to customer last long remember of brand name in consumer minds.

5. Sign Boards, Hoardings and Banners should be given more to the retailers

to put in front of their shops to increase publicity.

6. For effective advertisement in rural areas, mill should participate in social

services like participation in local festival, fairs, sponsored the games etc.

7. Posters should be attractive and impressive; moreover ideas in the posters

should be lates.

8. Packing material should be attractive since it increases the publicity of the

product.


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CONCLUSION

That present marketing area is cut throat competition. In the pure

competition consumer is the King and each and every company is trying to lure the

customers. So all Companies as well as the dealers employ various promotional

techniques to attract more and more buyers. So an attempt was made to find out how

effective are the various promotional tools and how much importance is given by

various retailers. So from the results given, we can conclude that the Company needs

to put in more efforts towards its promotional tools like T.V. Advertisement, Outdoor

Advertisement etc. Besides this the Company should also provide the motivate

techniques to its retailers so that they can push up the sales of CHIANR Suitings.


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BIBLIOGRAPHY

1. Marketing Management

By Philip Kotler

2. Marketing Management

By J.C. Gandhi

3. Research Methodology

By C.R. Kothari

4. Records of CHINAR

5. http//www.CHINARSYNTEX.com


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QUESTIONNAIRE

Q.1 Name

Q.2 Name of the Firm

Q.3 Since how long you are in business?

Q.4 How much you sale the CHINAR Suitings?

Q.5 What Changes you have seen in last 3 years?

Q.6 Leading Brands

(Market share)

a) CHINAR

b) Mayur

c) Vimal

d) Raymond

e) Siyaram

f) Other Brand

Q.7 Perception of the people whether people like CHINAR Suiting if Yes, then used

for

a) Trouser b) Coat, Pant c) Safari

Q.8 Place of purchase

a) Same shop of every time

b) All one or two special shop

c) Different shops

d) Any special shop


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b) Middle Class

c) Lower Class

Q.14 Opinion about CHIANR suiting about their quality, price & supply?

Q.15 What is the latest trend about the designing or plane Garments?

Q.16 if any customer buys the CHIANR product once time then he comes to

purchase our product again?

Q.17 Which mode of publicity you think can boost the sale of CHIANR.

Chinar Final Report

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