To Study the Consumer Awareness of Jharcraft

Presented By:-Sushmita Biruli Roll no.- 28 MFM (2010-12) NIFT,Kolkata

CHAPTER NO. TITLE

Chapter 1 IntroductionChapter 2 Literature reviewChapter 3 Research objective and methodologyChapter 4 Data analysis and interpretation

4.1 Hypothesis formulation4.2 Factor Analysis4.3 frequencies

Chapter 5 ConclusionReferenceAppendix

Chapterization

Chapter 1-Introduction

• Jharkhand Silk Textile & handicraft Development Corporation Ltd. known as JHARCRAFT

• It is a government undertaking • Formed to promote the Tasar (silk) culture,

handicraft, handloom, village and cottage industries

• To revive the unique cultural expressions of the state and its people.

• Seeing the potential of this sector the government of Jharkhand has took many steps for its upliftment.

Cont.

• In the year 2006, Jharcraft was started as an organisation to create new opportunities in the rural areas

• The objective is to change lives throughout the state. • In the first year the organisation was engaged in organising

production units.• In September 2007,Jharcraft opened its first outlet in Ranchi. • The main objective of Jharcraft is to provide a marketing space

for the merchandise manufactured by the local artisans. • The Govt.organisation also provide all possible support to

them in terms of finanace,raw material, design assistance, marketing etc.

Chapter 2-Literature Review

• The Telegraph India 2012-01-30: Jharcraft rides on rural repute Rustic cheer: A Jharcraft emporium in Ranchi is ready to take its brand wagon into the hinterland. The state industry department wing is planning to ferry a mobile van with Jharcraft products to haats (rural markets) in Dumka from next month, buoyed by the warm response of village folk to its mart in Seraikela-Kharsawan district- ARTI S. SAHULIYAR

Cont.

The Telegraph India 2012-02-09: Tussar take-off to Germany :-

Jharkhand’s silks have specific names such as tussar and kuchai, which German tongues will probably practise pronouncing, thanks to Jharcraft- AMIT GUPTA

Chapter 3-Research objective and methodology

ObjectivePrimary Objective:-• To study the consumer awareness of Jharcraft.Secondary Objective:-• To Study the current promotion and publicity strategies of

Jharcraft.• To Study the crafts of Jharcraft.• To study the perceptions of the consumers about different

aspects of Jharcraft.

Methodology

Research Design:-

• A descriptive study is undertaken to study the characteristic of certain group such as sex,educational level,income,age,occupation etc.

• In contrast to exploratory, descriptive study are more structured.

Descriptive study can be broadly classified as :-• Cross-sectional, and• Longitudinal

Cont. Cross-sectional deals with a sample of element from

the given population such as household, dealer, retailer etc.Cross-sectional studies are of two types:-

• Field studies• Surveys:-A major part of the study is undertaken is

through surveys due to its wide scope. Detailed information can be obtained by the sample of large population.

Sources Of Data

There are two types of sources available for data collection regarding research purpose:- primary and secondary data.

• In this research study, both primary and secondary sources are utilized.

• Secondary data is obtained from the books, journal articles and internet while primary source depends on the survey

• This research depends on both the sources for hypothetical and experiential data. As there is very rare published material available about Jharcraft, so have to depend on survey results for experiential data.

Primary Data

• The“data collected through original research pertaining to the particular research question asked.” According to Kotler (Kotler, P.1996, Marketing management: analysis, planning, implementation and control, 9ed.)

• The primary data are collected at greater cost and probably with more relevance and accuracy.

• A structured formal method standardized the questionnaire to be used in gathering the data.

Cont.

• The questionnaire used is structures non-disguised questionnaire.

• The questions are prearranged in ordered form and the objective of the research is revealed to the respondent

• The questions used is of basically close-ended questions with dichotomous, multiple choice and phrasing question

Secondary Data

• Secondary data are useful not only to find information to solve research problem but also helps to better understand and explain the research problem.

• Secondary data, in this research will be obtained from published books of Jharcraft and electronic sources.

• Using secondary data ,provide clear advantages as saving time ,money; high quality and reliability, and helpful in segmentation.

Cont.

• The type and place of interview was the so-called “traffic interviews”, which was held on streets, in public buildings and in other place where many people are walking. A form of traffic interview that has become second in use is mall intercept.

Chapter 4-Data analysis and interpretation

• Hypothesis Formulation• HF 1:-The awareness of Jharcraft does not

depend on the location preference.• This test is performed at 95% confidence level.

Chi-Square Tests Value df Asymp. Sig. (2-sided)Pearson Chi-Square 1.610a 2 .447

Value here is .447 which is more than 0.05 therefore hypothesis HF1 is accepted.

Interpretation: Thus the hypothesis taken for analysis is accepted. Therefore the awareness of Jharcraft does not depend on the location preference

• HF 2:-Objective when buying the product does not depends on the convenience of retail location.

• This test is performed at 95% confidence level.

Chi-Square Tests Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 7.407a 12 .830

Value here is .830 which is more than 0.05 therefore hypothesis HF 2 is accepted.

Interpretation: Thus the hypothesis taken for analysis is accepted. Therefore the objective when buying the product does not depends on the convenience of retail location.

• HF 3:-The objective of buying the product does not depends on the store’s atmosphere and its décor.

• This test is performed at 95% confidence level.

Chi-Square Tests Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 6.445a 4 .168

Value here is .168 which is more than 0.05 therefore hypothesis HF 3 is accepted.Interpretation: Thus the hypothesis taken for analysis is accepted. Therefore the objective when buying the product does not depends on store’s atmosphere and its décor.

• HF 4:-The objective of buying the product does not depends on the value for the money and quantity.

• This test is performed at 95% confidence level.

Chi-Square Tests Value df Asymp. Sig. (2-sided)

Pearson Chi-Square 7.219a 8 .513

Value here is .513 which is more than 0.05 therefore hypothesis HF 4 is accepted.

Interpretation: Thus the hypothesis taken for analysis is accepted. Therefore the objective of buying the product does not depends on the value for the money and quantity.

Factor analysis

Component Matrixa

Component 1 2 3 4

quality .686 .136 -.142 -.267customer services .434 .380 .380 -.258knowledge of the product category -.473 .563 -.293 .195color option .102 - .694 .254 -.053size availability . .228 .284 .349 .733stitching services .226 -.467 -.174 .549design and motifs -.202 .094 .797 -.001durability -.631 -.221 .176 -.162Extraction Method: Principal Component Analysis.

InterpretationInterpretation:- There are 9 parameters which depend on the four factor 1,2,3 and 4. • Factor 1 Quality………………………………. .686 Customer service………………. .434 Durability……………………... .631• Factor 2 Knowledge…………………… .563 Color option………………….. .694• Factor 3 Design and motif…………….. .797• Factor 4 Size availability……………… .733 Stitching services…………… .549

Analysis:- These are the important parameters-Product features, Design, variability of the product and product quality which influence the buying habit of customers for Jharcraft.

Frequencies

Report\frequence excell.xlsxInterpretation:-• The mean value of visual displays is nearer to 1 thus they

are very strongly agreed in terms of Jharcraft services.• The mean value of people satisfied with the value of money

moves towards strongly agrees and disagree in terms of Jharcraft services.

• The store’s atmosphere and décor is not accepted by the consumers as they move towards disagree level.

• The value for money is strongly disagreed by the consumers.

• The retail stores are not conveniently located.• The quality of the product is very poor and

hence need to be improved.• The mean value for the information and

customer services needs the improvement as the mean value strongly disagreed.

• The consumers have very less knowledge about the products and thus better promotion is required.

• The colour selection for the product is also very dull and is not accepted by the consumers.

Limitations

• The errors in the research project could be of sampling error due to the difference between the sample value and the corresponding population value.

Chapter 5-Conclusion

• We conclude that the objective when buying the product does not depend on the convenience of retail location, location preference, store’s atmosphere and its decor, value for the money and quality.

• The likeliness to purchase the product does not depend on the knowledge of the product.

• It does not depend on the medium of promotion.

Cont.

• The durability of the product does not hindrances the awareness among the consumers as it creates no consequences in promotion.

• It has the good range of products and visual displays.

• Thus there is the need of improvement in the Jharcraft services in terms of store’s atmosphere and to enhance its own branding .

• People does not rate the Jharcraft products as the good value for money.

Reference

• Book:-• Research Methodology(Narain’s)• Creating Opportunity changing lives-

JHARCRAFT• Internet Sources:-• www.buyjharcraft.com• www.jharcraft.org.in• wn.com

Appendix

• Questionaire for customer.docx