Consumer Behaviour of Chinar

A"PROJECT REPORT"

onCONSUMER

BEHAVIOUR OF CHINAR

Undertaken at

Chinar Syntex Ltd.s, Bhiwani

Submitted in the partial fulfillment for the award of the degree of

Bachelor of Business Administration

Submitted by :

MAMTABBA (Vth Sem.)Roll No. …………………….

Under the Supervision of :Mr. NareshChinar Syntex Ltd.

SESSION-2008-11

RAJIV GANDHI GOVT. COLLEGE FOR WOMEN, BHIWANI

Affiliated to : maharishi Dayanand University, Rohtak

CONTENTS

Topic Page No.

Textile Industry in India 1-2

Preface 3

Objective of Study 4

Chinar Syntex Ltd. (Company Profile ) 5-7

Manufacturing Process 8-13

Marketing Department at Chinar Syntex Ltd. 14-16

Research methodology 17

Research Design 18-19

Introduction to Topic 20-24

Why do we study Consumers

Why consumer behaviour was developed

model of Consumer Behaviour

Objective of the Company. 25-27

Costing & Pricing Policy 28-31

Data Analysis (Annexure) 32-40

Conclusions & Suggestions 41-42

Questionnaire (Annexure) 43-45

Bibliography

DECLARATION

I, MAMTA, Roll No. ………………, Class B.B.A. Vth

Sem., Rajiv Gandhi Govt. College for Women, Bhiwani hereby

declare that the project entitled “Consumer Behaviour of Chinar”

work and same has not been submitted to any other institution for

the award of any other degree.

(MAMTA)

B.B.A. Vth Sem.

Roll No. ………….

ACKNOWLEDGEMENT

The completion of this project study has been made possible to the

enduring help and everlasting guidance of many people. I avail opportunity

and express my deep gratitude to them.

I express my special thanks to our all Lecturers of Rajiv Gandhi

Govt. College for Women, Bhiwani whose extended their valuable

guidance and support in completing the project and guided me at each step

with their valuable advice.

I finally thank the staff of personal Department and Organization who

spent their valuable time in answering the questionnaires prepared for the

study.

MAMTA

PROSPECTUS OF TEXTILE INDUSTRY IN INDIA

In our country the cotton textile industry is very old and reputed

industry as it provides job opportunity for skilled and unskilled men &

women and further it is source of earning foreign currency which helps in

our economic development.

Due to various textile mills in our country which are running

through out day and night, the formers of our country are very much

benefited on account of producing more and more cotton in their farms.

Textile Industry is the second largest Industry in the Country both

in terms of aggregate investment and employment. Today the annual

production of cloth is about 12,000 million meters.

India is the second largest spinning in the world. Textile Industry

is the largest single employer in Indian Industrial scheme. The mill sector

alone employees 1.1 million workers. If the employees of the decentralized

sector is added, the figure exceeds 11 million. Hence the fortune of Textile

Industry is not only the interest of 700 million consumer but also millions

who earn their living from the wheel of splindes.

Further in various textile mills machines are outdated which

effects in production. There are many scopes to improve textile industry by

adopting new technology, good relation between trade union & management

by which the production can be increasing by tremendously and India can

copete with other countries.

Indian has great capacity to import textile and garments to other

countries. Now the govt. has allowed to import the new machinery for

manufacturing of garments under open general licence (OGL). Using this

facility many large business houses are now entering this arena.

PREFACE

Summer training is an integral part of B.B.A. Vth Sem. It bridges

the gap between the theoretical & practical aspect of the subject under study.

It was a matter of immense pleasure for me that I got an opportunity to

undergo training in Chinar Suiting.

my project is directed towards the study of Consumer Behaviour

in Chinar Suiting. For this I have conducted the survey and find out the

relevant information. So that, I was able to complete my project work.

It was quite challenging job and improved my skill of research

and analysis. The experience gained during training would be beneficial for

me in the future, because, not I have a board idea about the marketing

research, methods of research, instruments used during research and

interpreting the findings. And I find myself confident enough to give some

suggestion regarding the problems.

OBJECTIVES OF SURVEY

1. The main objective of survey is to find the consumer behaviour.

2. To find out whether consumers are satisfied with the Chinar products.

3. To find out consumer buying behaviour.

4. To find out who are the real users of Chinar Suitings.

5. To find out the buying needs of the consumers.

6. To find out the purchase pattern.

7. To get the useful information about the market trend, consumer need.

8. To find out the cause of unsatisfaction among users of the product.

9. To find out what changes does the customer need in the product.

CO M PANY PROFILE

CHINAR SUITING "entered into the field of textile during the

early 1990s. It expertise in the field of manufacturing quality suiting.

Initially it did the job-work of some renowned mills to gain the in-depth

diversified knowledge in the filed of textile. Later on the company had

started its own manufacturing and marketing. In a very short span of time

the company captured a remarkable market. Soon, Its name becomes popular

for quality and reasonable prices. The CHINAR SUITING is well known

name in the field of quality suiting. Chinar Suiting is also famous for

innovations like Ice Cool, a fabric which keeps you up to 7° cooler than the

environment specially innovated for hot summer season; Wonder Warm

which keeps you feel warmth in winter cold and many more miracles by

CHINAR SUITING. If you prefer quality and innovation with credibility

you need not choose anything other than Chinar Suiting. We take care of

your dignity, skin, feelings, confidence and posture

The company Chinar Syntex Limited was incorporated on 1992. The

company is registered under the Indian Companies Act 1913 (Act. VII of

1913) and companies Act 1956 (Act 1 of 1956).

Chinar Syntex Ltd. was commenced with 32 looms and a

workforce of 55 people. It is situated in the Industrial Area in Bhiwani and

its Head Office is also in Bhiwani.

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.

This 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

danier. It does not make yarn but take supply from Rajasthan Spinning mill,

Bhilwara, Elegant Spinners, Bhiwani, East India Syntex, Dharuwal and like

others.

Chinar Syntex Ltd. is a growing industry. It has started just before

8 years and making extra ordinary reputation. In such a short-time it has

achieved fantastic success in their field. It is very difficult to maintain their

goodwill in such type of marketing having tough competition. It has spread

mostly part of India. It's agent are allover North India, Punjab, U.P., Bihar,

Rajasthan, Delhi, M.P., Gujrat, West Bengal & Part of Maharashtra.

Modernisation, technical, upgradation and computerisation is an

ongoing process at Chinar. Only through it has made a extraordinary

success. In 2003 the production was 55,000 per mtrs. in month but only due

to this process, hard work, efficient management their production presently

reached 6,50,000 per month. There can be few company which can get such

type of success in such a short period of time.

The mill has well qualified team of technical experts with their

constant research and development activities make it possible to produce

high class suiting. The success of Chinar Suiting in such a short period is

because of selecting high standards of fibre and yarn and of using perfect

blends.

In order to have an aggressive presence in customer's mind

'Chinar' frequently organise fabric shows, dealer conferences and one to one

contact with retailers.

A big reason for success of Chinar Suiting is that all

departments follow the objectives of "World Class manufacturing" (WCM)

which aims to promote excellence in manufacturing as a means of delighting

to customers and employee and other share holders on a sustainable basis.

Responding to the market needs, Chinar always kept the customer's psyche

in mind and develop the product not only to satisfy him but to delight the

customer. So Chinar Suiting always put the emphasis on quality that is

prime objective of whole unit.

PRODUCTION PROCESS

Chinar Syntex Ltd. doesn't make yarn but they purchase it

from other companies. For making fabric, the mill get feed back

from marketing people what they sale in quarterly period. The

company meet out programmes and requirements of matty, selection

of shades like length, dark shades and quality of various yarn and

purchase yarn. Than the company give issues to this program to the

production unit. Yarn is used as input in weaving process in Chinar

and the end product obtained is fabric. So weaving is the process of

converting yarn into fabric.

WEAVING

Yarn is used as the input in weaving process (in Chinar), and the

end product obtained is '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.

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 remove weal places which were not removed upto 'winding'

of yarn.

# to remove slub and fluff etc.

Warping consists in arranging side by side, a large number of

yarn ends to form a sheet of yarn erapped round an iron rod. This sheet on

iron rod is called 'Beam'. Warping is of two types - Beam Warping, nad

section (or mill) Warping. In Beam Warping, Yarn of only one colour is

used, But if we want to make a design of warpwise 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 objectives, These materials include - starch (mandi) adhesives,

finding materials and insecticides etc. The beam after sizing is called

'weaver's Beam.'

DRAWING - IN :

This is the stage, where basic design formation takes place

irrespective of the colours. These designs are called weaves & can be

various types-mat, twill, plains, double weave etc. In Drawing in stage, yarn

from weaver's beam is grawn through healed eye and reed (two parts used

on loom to produce design) in accordance with the predetermined design for

a particular fabric.

Without accurate drawing - in - process, It is impossible to have

desired design on loom. After Drawing-in, the beam is ready for weaving.

LOOM-SHED (WEAVING) :

Looms are the actual weaving machines. Here yarn runs in two

directions - lengthwise and breadthwise. The yarn running lengthwise on the

loom is called 'Warp' and the running breadthwise is called 'weft'. The cloth

produced at this stage is called 'Grey Cloth'. This is produced by inserting

Weft Yarn is warp sheet according to the predetermined design of reeds &

picks. 'Reed' and 'Pick' are 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) Shuttle Fly (xi) Wrong Pattern.

MENDINGS :

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 Fire-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 dried 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 is dyed by using the

disperse dyes and at very high temperature. But viscose part requires 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 'Thans' and 'Pent

Lengths' (P.L.S.) Standard length of a than varies from 6 to 12 meters, Pent

length is a length of 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.

Cindi Below 25 cm.

PACKAGING :

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

Then each 'than' is packed in a polythene bag and sent to 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.

M ARKETING DEPART M ENT

Every big firm has its marketing department, to cops us with

changes, companies increasing competition, for focusing on development of

business Companies are also trying to break down walls between themselves

and their supplies and distributers by treating them as business partners and

including them in information flow.

Chinars marketing network is through agents and dealers. First

of all they appoint it agents on regional basis. These agents have the

authority to appoint dealers. They appoint area wise dealers. Agents take a

specific amount of suiting to sell in given period and they decides this with

concern of these dealers.

Agents are paid on commission basis as how much they take

from the firm a specific amount of commission they get, the rate of

commission increase with the increase of the order. Dealers get profit on the

tern over basis.

Dealers get 1% incentive for 10 lacs.

2% incentive for 10-15 lacs.

3% incentive for 15-20 lacs.

4% incentive for 20 & above.

FUNCTIONS OF M ARKETING

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

services.

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

measures and pricing strategies.

3. To serve the consumer demand through planned physical distribution

with the help of marketing channels.

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

competition strategies.

5. To explore the market position of product.

6. To conduct market study to gain information about current market

trend as regard to designs, shade ranges etc.

RESEARCH M ETHODOLOGY

A research methodology is a way of solving research problem

systematically. Research methodology includes a number of steps taken by

researcher during undergoing research and a long with logic behind them.

Research methodology section is included to describe the

research procedure by which relevant information is gathered.

This section includes first research design, than data collection

and sample design and at last analysis of data.

Research methodology includes :

(i) Research Design

(ii) Data Collection

(iii) Sample Design

(iv) Analysis of data.

RESEARCH DESIGN

Research design is the conceptual structure within which

research is conducted. It is the overall operational pattern or frame work of

the project that information is to be collected from which source by which

procedure.

There are 3 research design available depending upon objective

of study :

1. Exploratory Research.

2. Descriptive Research.

3. Experimental Research.

1. Exploratory Research:

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

know as diagnostic research studies. Keeping the nature of study in

mind, exploratory research study have been undertaken.

Sample :-

A sample of 50 customers was chosen from Bhiwani & nearby areas.

The sample chosen was fully on the basis of convince of the researcher.

It was a non-probability sample.

Analysis and interpretation :-

The total data was presented in simple tables, graphs and percentage

method was used for interpretation.

Limitation :-

Due to time and money constrains the present study was confined

only to a sample of 50 customers and that too of Bhiwani & nearby areas.

INTRODUCTION TO THE PROJECT

To know the consumer behaviour, many questions comes in front of

use are as under :

* Who Buys?

* How do they Buy?

* When do they Buy?

* Where do they Buy?

* Why do they Buy?

* The main question is this; how do consumers respond to

various marketing stimuli, the consumer might use?

Why do we study Consumer Behaviour :

The study of consumer behaviour gives us benefit as a consumer,

marketer and as a scholar of human behaviour. The consumer become wiser

by this study. As a marketer it is important for us to recognize why and how

individuals make their consumption decision. So that we can make better

strategic marketing decision.

As a marketer we can understand consumer behaviour better by

understanding consumer and, are able to predict how a consumer will react

while making a purchasing decision. This will help us make a better

marketing strategies. Which in turn will help to remain in competition for a

longer time and consequently earn profits, along with a satisfied customers.

Why Consumer Behaviour was Developed :-

Once there was a question raised "Should the study of

consumer behaviour be separated from marketing ?" The answer was 'Yes',

because marketers noticed that consumer did not always act or react as

marketing theory suggest. The size of the consumer market is vast and it is

constantly expending, consumer preferences are changing and becoming

highly diversified. Then in industrial marketing, where would be bought by a

defined consumer group in a defined geographic area in a defined time

period in a defined marketing environment under a defined level and mix of

industry marketing effort.

As later part of the study was to estimate the demand in Gurgaon and

to estimate demand is very helpful for the company to become the

market leader. By estimating the demand company can come to know

the present market share of the company and make a review of the

policies concerned, if the market share is not satisfactory. Company can

reduce the wastage and consequently the cost of the product. Thus, by

estimating the total market demand company can plan, organise,

implement and control the relevant activities by making the suitable

policies supporting the plans and objectives.

The model shows marketer's stimuli entering the consumer's

'Black Box' and producing certain responses. The marketers must figure out

what is in the Buyer's Black Box. Here comes the significance of market

research in order to identify consumer needs. A company, which recognises

consumer needs in advance and delivers the product according to his tastes

and preferences at an appropriate time and in appropriate quantity becomes a

market leader.

So it is essential for the pipe companies to recognise these

customers needs in advance and attributes they are looking for, and deliver

the product accordingly. Now beside according to customer's tastes and

preferences, it is also necessary for the company to deliver product at right

time and in appropriate quantity. Here, from the appropriate quantity comes

the concept of 'market Demand'. Total market Demand' is the total volume

of a product or service that are changing and becoming highly diversified.

Then in industrial marketing, where preferences are always more

homogenous than in consumer market, industrial players preferences are

becoming more diversified and unpredictable. While studying the consumer

behaviour, marketers found out that many consumer sebelled against using

the same product as everyone else. They preferred different products, which

would fulfill their own needs, wants, lifestyle and personality. So the first

reason for studying consumer behaviour was to develop market

segmentation. market segmentation could be described as each segment

having a group of people with homogenous demand and the enterprise can

offer tailor made market mix for each division.

Other reason was that the rate of new product development was

increasing rapidly. There are an advance development in technology, which

led to many products. Other reasons were growth of consumer movement,

public policy concern, environmental concern and the growth of both non-

profit marketing and international marketing.

OBJECTIVES OF THE CHINAR

SYNTEX LI M ITED

The main objects to be pursued by the company on its

incorporation are :

1. To manufacture produce, process refine, buy, sell, import export and

deal in all kind of non-wovens and synthetic fabrics woolen fibre,

cotton yarn, all types of yarn acrylics, fibre, textile fibre and modified

cellulose, laminated products, printed or woven fabrics.

2. To carry on the business of carding, spinning, weaving, manufacturing

and dealing in cotton, woolen Acrylic or other fibrous materials and the

preparation, dyeing or coloring of any of the said substances and

artificial silk, rayon, nylon, or any similar substances and sale of yarn

or other manufactured product from the said substances or other similar

materials.

3. To carry on the business of cotton spinners and doublers, dyers and

wool manufacturers, wool combers, worsted spinner, woolen spinners,

bleachers, dyers, and dealers of bleaching and dyeing materials,

chemicals, plasticisers, lubricants and silicone products.

4. To manufacture and deal in all types of fabrics and manufacture bleach,

dye, print and sell knitwear made from cotton, rayon, nylon, silk,

synthetic fabrics and manufacture all kinds of towel textile goods.

The objects incidential or ancillary to the attainment of

The main objects stated in the clause (A) are

1. To manufacture, otherwise acquire own and import, all materials,

substances, applicances, mahcines, containers and such other articles

and apparatus and things capable of being used in the main business

and to own, lease and to otherwise acquire and use facilities of

whatever kind as may be conductive to the effective working of the

main business or any other part there or.

2. To pay for the company and pre-incorporation expenses of the

company.

3. To undertake financial and commercial obligations, transactions and

operations of all kinds in connection with the main business of the

company.

4. To invest in other than investment in company's own shares any money

of the company not immediately required, in any investment, movable

or immovable is may be deemed proper to hold, sell, invest in the share

or stock in the company as may be necessary for the business of the

company.

5. To draw, make, accept, endorse, negotiate, execute, and issue bills of

exchange, promissory notes, bills of lading, debentures, and such other

negotiable or transferable instruments or securities of all types.

6. To send money in experimenting upon and testing and in improving or

seeking to improve any patents, rights, inventions, discoveries,

processes or information of the company may acquire or propose to

acqurie.

7. To do all or any of the main business activities either as principals,

agents, trustees, contractor or otherwise and either alone or in

conjunction with others and either by or through agents, subcontractors,

trustees or otherwise.

OTHER OBJECTS ARE :

1. To carry on, in any mode, the business of stock keepers in all it's

branches and in particular to buy, sell and deal in goods, stores

consumable articles, and effect of all kind both wholesale and retail.

2. To carry on business as importers and exporters of goods or

merchandise of any description or to act as shippers, commission

agents, advertising agents, broker estate agent hardware merchants.

3. To carry on the business as mechanical engineers, mechanists, fitters,

mill-wrights, founders, wire drawers tube metallurgists, saddlers,

galvenisers, japallers, annealers, enamellers, electroplaters and painters.

COSTING

There are five major factors which affects the costing.

These are as follows :

1. Reed

2. Picks

3. Reed Space

4. Warp

5. Weft

There are two methods for calculating the cost :

1. Per loom method

2. Per meter method

Per Loom method :

For calculating the cost in per loom method, production/day/loom is

counted, for counting this following formula is used

Where one yard = .9144

Per meter method :

In order to calculate the cost of per meter production, we first

compute the total weight of the yarn, which will be used in manufacturing

the fiber.

For calculating the total weight/meter of the yarn we calculate

1. Warp Weight

2. Weft Weight

Formulas for calculating these are as follows :

Where number of Ends = Reed*Reed Space

Pick = Number of Threads / Inch

Total Weight = Warp + Weft Weight

In total weight we add some percentage of wastage to get the

normal weight. Unit of yarn eight is in grams/meter.

Then this yarn weight is multiplied by rate of yarn/kg. to get the

yarn cost in yarn cost we add weaving charges, packaging charges and

shrinkage to get the cost of production. For calculating the selling price, in

the cost of production we add selling expenses (publicity, selling incentives,

interests and other), profit, value loss and some reserves.

INFORMATION PROVIDED BY SALES DEPARTMENT TO TOP

EXECUTIVE

a) Deviation / difference in total sales against the target set quarterly.

b) Appointment of new dealers

c) Receivables - weekly.

d) Opening and closing stock-daily.

e) Dispatch and other information - daily.

NATURE OF MARKET

a) Seasonal

b) Competitive

c) Speculative

MAIN MARKET

Main market are Haryana, Punjab, Himachal Pradesh, Delhi, UP, Bihar,

Rajasthan, mP, Gujrat, West Bengal and Part of maharashtra.

NATURE OF COMPETITION

As there are large number of buyers and sellers in the market so the

competition is perfect. The main competitors are Graviera, Bhilwara,

Vimal, Siyaram.

PRICE POLICY

The company sets the price according to following two factors

1. If fabric in competition

2. If the new fabric is produced

1. If fabric in competition :

In this case, the company adopts a going rate pricing policy. It

collects information regarding the price and quality for the market day by

day and also considers daily market report from other companies. Company

then compares rates and quality to settle it's own price.

When information regarding competitors has been collected

then meeting of sales committee and with the representatives of dealers

conducted and prices are settled with them along with term and conditions.

The committee consists of following persons.

a) Senior Vice President.

b) Sales manager

c) Representatives of dealers from dealers sid

2. If the new fabric is produced :

If new fabric is produced then company sets the price as follows :

Sales price = Production cost + Profit margin

Cost include both direct as well as indirect costs.

Leading companies in price – Graviera, Raymonds, mayur & Siyaram.

Lagging Companies in Price– Lower products of Bhilwara.

Have you heard about the Brand Chinar Suiting?

Response No. of

Respondents

%age of

Respondents

Yes 25 37

No 25 63

Total 50 100

37%

63%

0%

10%

20%

30%

40%

50%

60%

70%

Yes No

%ag

e o

f R

esp

on

den

ts

Yes

No

Responses

Inference

37% respondents said Yes company include the workers in management decision and

other 63% respondents said No company include the workers in management decision. It

is very useful for a company to gain high profits because their strategy related to workers,

Who work on them.

BRAND AWARENESS A M ONG

CONSU M ERS OF CHINAR SUITING

Source No. of Respondents % age

Regularly 25 40%

Onces 20 32%

Never 5 28%

Total 50 100%

28%32%

40%

0%

20%

40%

60%

80%

100%

Source

%ag

e of

Res

pond

ents

Regularly

Onces

Never

%age 40% 32% 28%

Regularly Onces Never

Inference : This table shows that out of 40 persons 40% people said through

carry company include regularly in management decision whereas

32% respondents said through onces, 28% respondents said through

never decision in company manageement.

SOURCE OF AWARENESS

Source No. of Respondents %age

Through Carry bags 18 34%

Through Retailer Shop 23 47%

Through Friends 7 12%

Any Other 2 7%

Total 50 100

7%12%

47%

34%

0%

20%

40%

60%

80%

100%

Source

%ag

e o

f R

esp

on

den

ts

Through Carry bags

Through Retailer Shop

Through Friends

Any Other

%age 34% 47% 12% 7%

Through Carry

Through Retailer

Through Friends

Any Other

Inference : 34% respondents said through carry company include the workers in

management decision whereas 47% respondents said through

retailer, 12% respondents said through friends and 7% respondents

said any other through carry company manageement.

USED FOR

Source No. of Respondents % age

Trouser 30 60%

Coat Pant 13 26%

Safari 7 14%

Total 50 100%

14%

26%

60%

0%

20%

40%

60%

80%

100%

Source

%ag

e o

f R

esp

on

den

ts

Trouser

Coat Pant

Safari

%age 60% 26% 14%

Trouser Coat Pant Safari

Inference : This table shows that out of 40 persons during survey 60% people

said trouser used whereas 26% respondents said coat pant used and

14% respondents said safari used.

PRICE SATISFCATION


Highly Satisfied 15 30%

Satisfied 20 40%

Moderate 10 20%

Not Satisfied 5 10%

Total 50 100%

10%20%

40%

30%

0%

20%

40%

60%

80%

100%

Source

%ag

e o

f R

esp

on

den

ts

Highly Satisfied

Satisfied

Moderate

Not Satisfied

%age 30% 40% 20% 10%

Highly Satisfied

Satisfied ModerateNot

Satisfied


said highly satisfied with company product, 40% respondents said

satisfied with company product, 20% respondents said moderate and

10% respondents are not satisfied with company product.

DURABILITY SATISFCATION


Highly Satisfied 11 22%

Satisfied 16 32%

Moderate 15 30%

Highly Dissatisfied 8 16%

Total 50 100%

22%32% 30%

16%

0%10%20%30%40%50%60%70%80%90%

100%

Source

%ag

e o

f R

esp

on

den

ts

Highly Satisfied

Satisfied

Moderate

Highly Dissatisfied

%age 22% 32% 30% 16%

Highly Satisfied

Satisfied ModerateHighly

Dissatisfi


said highly satisfied with company product, 32% respondents said

satisfied with company product, 30% respondents said moderate and

16% respondents are not satisfied with company product.

FACTOR EFFECTING PURCHASE DECISION


Availability 19 39%

Price 9 19%

Quality 17 35%

Image 5 7%

Total 50 100%

7%

35%19%39%

0%

20%

40%

60%

80%

100%

Source

%ag

e o

f R

esp

on

den

ts

Availability

Price

Quality

Image

%age 39% 19% 35% 7%

Availability Price Quality Image


said availability factor effecting purchase decision, 19% respondents

said price with company product, 35% respondents said only want

quality of company product and 7% respondents are want image of

company product.

PURCHASE PATTERN


Readymade 9 20%

Buy Cloth & Stitch 19 40%

Both 17 34%

No. Response 5 6%

Total 50 100%

6%

34%40%

20%

0%

20%

40%

60%

80%

100%

Source

%ag

e o

f R

esp

on

den

ts

Readymade

Buy Cloth & Stitch

Both

No. Response

%age 20% 40% 34% 6%

Readymade

Buy Cloth & Stitch

BothNo.

Response


said readymade company product best, 40% respondents said buy

cloth & stitch product setting, 34% respondents said both company

product face and 6% respondents are not responded with company

product.


Casual Wear 10 20%

Formal Wear 16 32%

Office Wear 20 40%

Marriage Wear 4 8%

Total 50 100%

8%

40%32%

20%

0%

20%

40%

60%

80%

100%

Source

%ag

e o

f R

esp

on

den

ts

Casual Wear

Formal Wear

Office Wear

Marriage Wear

%age 20% 32% 40% 8%

Casual Wear

Formal Wear

Office Wear

Marriage Wear


said satisfied with casual wear, 32% respondents said satisfied with

formal wear, 40% respondents said satisfied with office wear and

8% respondents said satisfied with marriage wear.

CONCLUSIONS

1. Identification of main competitors.

2. To access the present standing of Chinar in comparison

to its main competitors.

3. To find out which media should be the best for the

advertising –

–T.V. – Radio

–Print media – Hoardings etc.

–Any Other

4. To find out various shortcomings/loopholes as seen by

the wholesellers, dealers and suggest ways in order to

improve its performance.

5. To find out strength/good points about Chinar.

6. To find out advertising awareness among retailers.

SUGGESTIONS

1. Behaviour of dealers, Agent, marketing manager is

satisfactory in the organisation. Some ideas and

incentive should be given to different people, so that it is

maintained as it is.

2. Salary should be increased according to the performance

in work.

3. This time amount of commission should be increased, it

will keep their moral high.

4. Travelling facilities are adequate, but even then these

can be improved.

5. Behaviour of management with sales persons should be

polite so that problems of sales persons can reach to

management.

6. There is no training policy at organisation level. As most

of sales persons have not undergone any professional

training, such programmes can improve their attitude

and work efficiency.

QUESTIONNAIRE

Name : ___________________________________

Place : ___________________________________

Occupation : (a) Servicemen (b) Farmer

(c) Businessmen

Income Group : (a) High (b) middle

(c) Lower

1. Have you heard about the Brand Chinar Suiting?

(a) Yes (b) No

2. Have you ever used the Chinar Suiting ?

(a) Regularly (b) Onces

(c) Never

3. How you come to know about Chinar Suitings ?

(a) Through Carry Bags (b) Through Retailer Shops

(c) Through Friends (d) Any Other

4. Factor affecting purchase decision ?

(a) Availability (b) Quality

(c) Image

5. In which form you use the product of Chinar ?

(a) Trouser (b) Coat Pant

(c) Safari

6. Are you satisfied with the price of Chinar Suiting ?

(a) Yes (b) No

7. Product of Chinar Suiting is preferred for ?

(a) Casual Wear (b) Formal Wear

8. Chinar suitings is preferred by people of age group :

(a) 18-25 (b) 25-35

(c) 35- 45 (d) 45 and above

9. Customer perception about various brand ?

(a) Chinar (b) Siyaram

(c) Vimal (d) Mayur

(e) Raymond (g) Graviera

10. To which class purchase of Chinar Suiting belongs ?

(a) High Class (b) Middle Class

(c) Lower Class

11. Factors important choosing suiting ?

(a) Durability (b) Quality

(c) Colour & Shade (d) Design

(e) Price (f) Brand Name

12. Brand loyalty

(a) Yes (b) No

13. What do you think about this statement “all brands are same”

(i) Similar (ii) Not similar

(iii) Do not know

14. Leading brand

(i) Oswal (ii) Vimal

(iii) Chinar (iv) Raymonds

(v) Graviera (vi) Bhilwara

(vii) Siyaram (viii) Donear

15. Reason for changing brand among consumer

(i) Non-availability

(ii) Only for change

(iii) Cheap Price of Substitute

(iv) Advertisement Effectiveness

(v) Friends Prefer it.

(vi) Other Reason.

16. Source of Awareness :

(i) Through Retailer (ii) Carry Bags

(iii) Any Advertisement (iv) Others

17. You are satisfied with the following factors.

Highly Dissatisfied Neutral Satisfied

Dissatisfied

(i) Quality ( ) ( ) ( ) ( )

(ii) Design ( ) ( ) ( ) ( )

(iii) Offer/Scheme ( ) ( ) ( ) ( )

(iv) Prize ( ) ( ) ( ) ( )

(v) Availability ( ) ( ) ( ) (

)

(vi) Brand ( ) ( ) ( ) ( )

BIBLIOGRAPHY

Marketing Management (9th Addition)

By Philip Kotler

Prentice Hall of India Pvt. Ltd.

Marketing Management (2nd Addition)

By V.S. Ramaswamy and S. Namakumari

MacMillan India Limited.

Essentials of Management

By Harold Koontz and Heinz Wcihrich

Tata McGrawHill Publishing Co. Ltd.

Organisation Behaviour

By Fred Luthans

Records of Chinar

Consumer Behaviour of Chinar

Documents

Transcript of Consumer Behaviour of Chinar