Chapter -1INTRODUCTION

1

INTRODUCTION

About UsWinter coats, cotton jackets, formal jacket, pre winter jackets, winter jackets,

nylon jacket, heavy winter jackets, polyester jackets, sherpa

Company

Name

Sears Knit

Address

B-32-E -14-6152, SHARMAN ENCLAVE, G. T. ROAD

WEST, VILLAGE-BHOURA, Ludhiana - 141008, Punjab,

India

Contact

PersonMr. Sachit Gupta (Manager)

Mobile +919417634441

2

PRODUCTS AND SREVICES

Trend Jackets 

We are one of the leading organization engaged in providing excellent

quality Trend Jackets, which are manufactured by using high grade

material. 

Gentelman Jackets 

We are one of the leading organization engaged in providing excellent

quality Gentelman Jackets, which are manufactured by using high grade

material. 

3

Winter Jackets 

We are offering to our valuable customers a supreme quality range of Winter

Jackets. These are crafted using high end technology and premium quality

raw material sourced from reliable vendors. 

Twill Jackets 

We are offering to our valuable customers a supreme quality range of Twill

Jackets. These are fabricated using cotton flannel, durable brass zipper and

genuine suede leather collar to provide utmost comfort ..

4

PRE Winter Jackets 

We are offering to our valuable customers a supreme quality range of Pre

Winter Jackets. These are fabricated using high grade fabrics along with

premium quality zippers and components.

Nylon Jackets

We are offering to our valuable customers a supreme quality range of Nylon

5

Jacket. This jacket is widely acknowledged for its high tear strength and

corrosion resistant runner and zipper. Our products are fabricated using high

end technology and excellent quality raw material as per the prevailing

market trends. These are tested by our quality analysts to ensure their high

quality and compliance with international quality standards. we offer these

products at the most affordable prices to our clients. Customers can easily

grabbed this from the market at cheapest prices.Sample Availability : YesSupplier Product Code : SK-03

Formal Jacket 

We are offering to our valuable customers a supreme quality range of

Formal Jacket. this come in fluorescent colors that make them visible even

from long distances. 

Heavy Jackets 

6

We are offering our customers excellent quality Heavy Jackets which are

available of both men and women. 

Genuine Jackets 

We are involved in offering a wide range of Genuine Jackets to our most

valued clients. Our range of Genuine Jackets is widely appreciated by our

clients which are situated all round the nation.

7

Chapter – 2CUSTOMER

SATISFACTION

CUSTOMER SATISFACTION

8

Customer satisfaction is defined as "the number of customers, or

percentage of total customers, whose reported experience with a firm, its

products, or its services (ratings) exceeds specified satisfaction goals." In a

survey of nearly 200 senior marketing managers, 71 percent responded that

they found a customer satisfaction metric very useful in managing and

monitoring their businesses.

It is seen as a key performance indicator within business and is often part of

a Balanced Scorecard. In a competitive marketplace where businesses

compete for customers, customer satisfaction is seen as a key differentiator

and increasingly has become a key element of business strategy.

Customer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty." "Customer satisfaction data are among the most

frequently collected indicators of market perceptions.

”Customer satisfaction is measured at the individual level, but it is almost

always reported at an aggregate level. It can be, and often is, measured along

various dimensions. A hotel, for example, might ask customers to rate their

experience with its front desk and check-in service, with the room, with the

amenities in the room, with the restaurants, and so on. Additionally, in a

holistic sense, the hotel might ask about overall satisfaction 'with your stay.'

9

OBJECTIVES OF CUSTOMER SATISFACTION

Customer satisfaction objectives can be broken down into three main

groups. The first is satisfaction with the purchase, which includes how well

the product performed, and whether it met customer expectations and similar

perceptions.

The second is satisfaction with the process, which includes ease of making

the purchase as well as customer service or warranty interactions after the

purchase.

The third of the main customer satisfaction objectives is the degree to which

satisfaction levels affect future actions, such as recommending a product to

others or buying again.

Companies are very interested in ensuring that customers are happy with the

performance of a product or the quality of service because it will affect

future purchase decisions.

In fact, quality may be the most important of the customer satisfaction

objectives because the consequences of a bad product or poorly performed

service are virtually impossible to overcome. Companies often perform

extensive market research and product testing to ensure that the product or

service will meet as many of a client's needs and expectations as possible.

10

Satisfaction with the process also is important to consider when determining

customer satisfaction objectives. A customer who is unhappy with the

process might go to a competitor next time, even if she is happy with the

performance of the actual product. Process incorporates all actions involved

in researching and purchasing a product, but also with resolving issues after

the purchase.

11

Chapter– 3

CUSTOMER SATISFACTION IN SEARS KNIT

12

CHAPTER – 3

CUSTOMER SATISFACTION IN SEARS KNIT

As we concerned about the customer satisfaction of SEARS KNIT there has

a very good service for their customers that they can arrange the stock for

the customers for customer’s special request that is called as AIOS –ALL

INDIA ONE STOCK is the inter store transfer system. Which is use for any

corporate order or on customer’s special request for any particular article in

which the store don’t have size in their store? A very good service which

they are providing to their customers that is as follows:-

CRM-CUSTOMER RELATIONSHIP MANAGEMENT

Free membership program from SEARS KNIT to its customers. Anyone

buying SEARS KNIT merchandise can avail membership to my Solly. On

every purchase with SEARS KNIT customer can receive points after

presenting the card.

CRM-MY SOLLY BENEFITS

SILVER

On purchase of Rs100, customer will receive 3points that is equal to Rs3.

Receive enrollment discounts. Get special birthday gifts/bonuses.

Exclusive preview to sales. Special invitations to my Solly members to

13

attend special SEARS KNIT events. Shop on anniversary and receive bonus

points. After being a member, if a customer shop for more than 12000 with

SEARS KNIT within 1 year, will automatically upgraded to version 2.0

GOLD

On upgrading to ver2.0 (GOLD), some bonus points will be added to the

members account. On purchase of Rs100, customer will receive 6points that

is equal to Rs6.Receive enrollment discounts. Get special birthday

gifts/bonuses. Exclusive preview to sales. Special invitations to my Solly

members to attend special SEARS KNIT events. Shop on anniversary and

receive bonus points. Member will be added to the SEARS KNIT exclusive

guest list for special lifestyle and fashion events.

PLATINUM

On upgrading to ver3.0 (PLATINUM), 250 bonus points will be added to

the member’s account. On purchase of Rs100, customer will receive 9points

that is equal to Rs9.Receive enrollment discounts. Get special birthday

gifts/bonuses, special partner offers. Exclusive sales preview. Special

invitations to my Solly members to attend special SEARS KNIT events.

Shop on anniversary and receive bonus points. Member will be added to the

SEARS KNIT exclusive guest list for special lifestyle and fashion events.

Free Home delivery of altered garments.

14

Introduction and History of the Firm:

‘Zaheer’s Fashion’ exclusive showroom of ‘SEARS KNIT’ has been incorporated on 12th January 2011. It is located at Ganga Arcade B.H Road, Bangalore.

The name of the firm is Zaheer’s Fashion ‘SEARS KNIT’ Showroom. Mr. Mohammed Zaheer is the franchisee. Mr. Mohammed Zaheer is active and multitalented persons in business field. He has experience in attracting the customers and improves the sales of the firm. ‘SEARS KNIT’ is the name which stands for branded and good quality cloths and accessories.

In their showroom they deal with the SEARS KNIT, Friday dressing, and Women’s wear.

Capital Structure: Capital is regarded as the life blood of the business enterprises inefficient financial management paralysis the activity of the firm. Hence it is essential that the finance function should be well organized in the firm. Financial management refers to all those managerial activity that are concerned with ascertainment of the finance.

Initially capital should be deposited the franchisee Zaheer’s Fashion to the franchisor SEARS KNIT company before starting business.

15

There is an agreement between franchisee and franchisor about the terms and conditions of the company, on that basis capital structure has been designed. After the agreement the franchisee pays full or half amount which was fixed by the franchisee or franchisor.

After depositing the amount, the company person visits the place where the business should be commenced, to know the terms and conditions of the company are fulfilled regarding store length, width and commercial place. For furniture and interior design, the payment has been made by the franchisee (initially).After the certain period that is within six months, the company will pay the interior initially amount in the form of stock or on the basis of the terms and conditions made between franchisee and franchisor.

They planned a proper capital structure, where to invest and amount of investment in a particular aspect.

16

Particulars Amount(Rs)

Investment Rs.50,00,000

Shop Advance Rs. 10,00,000

Fitting and Interior

Rs.15,00,000

Others Rs.5,00,000

Total Rs.80,00,000

17

Organization Pattern:

Expenses are incurred by the firm monthly are shown below:

18

Particulars Amount(Rs)

Salaries:

Store manager

Rs.18,000

Assistant store Manager Rs.12,000

Sales man Rs.8,000

Helper Rs.4,000

Security Rs. 3,000

Electricity Rs. 5,000

Insurance Rs.15,000

Miscellaneous Rs.8,000

Shop rent Rs.25,000

Total Rs.98,000

Firm Organization Structure

Area sales manager

Orders Payments and inventory Franchisee owner

Cash and Inventory

Store manager

Staff

19

Training & Development & HR policies salaries

Proprietor

Store manager

Assistant Store manager

Sales personSales person

Helpers

Sales person

Security

Firm Staff members

20

Customer Service:

The company will issue discounts for all the products of the SEARS KNIT twice in a year. 1. SEARS KNIT Provides Gift Cards to the regular customers2. If any defects found in the products then it will be

returned to the franchisee or showrooms where they purchase.

3. Nature of transactions in shop: Payment can be made in the form of cash and also card payment.

4. Showroom is fully equipped with Air conditioners and music system.

5. Trail Room: Trail rooms are well furnished with full mirrors. The mirrors are hanged two sides.

6. SEARS KNIT showrooms running more than 450 outlets in India and outside India there are situated.

7. If the customer orders for any product it will be fulfilled within one week.

8. Company is concentrating on mainly youths.

21

Marketing Mix:

Conceptual Analysis:Marketing information is used to assess the situation in

marketing Planning. We have to select specific marketing targets in the form of Market segments. Then for each segments of the market, combination of several types of marketing activities will have to be formulated. They are required to be coordinated in to a single marketing programmed so as to reach a particular target or market segment. Such combination several marketing methods are known as marketing mix.

‘Marketing mix’ is one of the key concepts in modern marketing theory. A successful marketing mix strategy must have a marketing mix as well as a target market for which the marketing mix is prepared.

The firm has to take decisions on the above-mentioned four ps, Decisions on product (product) Decisions on price Decisions on place Decisions on promotion

These four ingredients are very closely inner-related. The marketing mix decisions constitute a large part of the Marketing management.

22

Marketing mix is not static. It is always changing according to changing marketing conditions and also with the Change in environmental factors.

Product MixVarietyQualityDesignFeaturesBrand NamePackingServices

Price MixPricing Strategy.Pricing Policy.Basic PriceTerms of CreditDiscountsAllowances

23

Place Mix Distribution

Channels Wholesalers Retailers Mercantile

Agents Physical

Distribution Transportation Warehousing Inventory Location

Promotion MixPersonal SellingAdvertisingPublicitySales PromotionPublic RelationDirect Marketing

Product mix:

A product mix is the set of all products and items that a particular seller offers for sale.

A company’s product mix has a certain width; length, depth and consistency’s major components of the total product personality they are:

Product image Brand Package Service after sale Guarantee

Product:

A product is the most tangible and intangible single component of the marketing programmer. Good products are key to market success. Product is the vehicle by which a

24

company provides consumer satisfaction. It is the engine that pulls the rest of the marketing programme.

A product is anything that can be offered to a market to satisfy a want or need. Products that are marketed include physical Goods, services, experience, events, persons, places, properties, organization, information and ideas.

A product policy and strategy is the corner stone of a marketing mix. Without a product, there is nothing to distribute, nothing to promote, nothing to price. To the marketer products are the building blocks of the marketing Plan.

Branding:

Branding is the major issue of product strategy. Branding means naming a product for its identification and distinction. Branding decision is of crucial importance to the marketing strategy since the product will gain its image and consumer loyalty in its brand name.

A brand is a name, term, sign, symbol, or design or combination of them. It is the practice of giving a particular name to product or group of products by manufacturer.

Reasons for branding:

It is the most powerful instrument of sales promotion due to the following reasons:

25

Ever increasing competition. Need for advertising and publicity. Development for consumer brand-consciousness as a

brand image in his mind.

Packing:

Packing means the wrapping and crating of goods before they are transported or stored. It is a process of covering. Wrapping or crating goods into a package. . Packaging may be defined as the general groups of activities in the planning of product. There activities concentrated on formulating a design of the package and producing an appropriate and attractive container or wrapper for a product.

Functions of packaging:

Packaging performs the following important functions:

Protection Identification Convenience Attractiveness or promotional appeal Dependability Differentiation

26

Easy handling

Price mix:

Price is the exchange value of a product or service expressed in terms of money. In other words, price is the money value of goods and services. The price of a product or services is what the seller feels it worth, in terms of money, to the buyer.

Price is the one element of the marketing mixes that Produces revenue. Price is the easiest marketing mix element to adjust. Price also communicates to the market the company’s intended value positioning of its product or brand.

Price is the only objective criteria for the consumer for comparing alternative items and marketing the final choice.

Importance of price:

Price is a matter of vital importance to both the buyer and the seller. Price is the only element in the marketing mix, which produces, the other elements produce costs. Further, pricing and price competition is the most important problem facing the marketing management of many companies. They do not handle the pricing problem properly.

Pricing, as a marketing weapon, acts as a big gun. Hence it must be used very cautiously. An inappropriate pricing policy may cause a downfall of the firm its product, even Though product is superior to its rival product.

27

Objectives of pricing policy:

Maximization of profits Facing competition Price stability Capturing the market. Changing according to ability to pay Welfare of the firm Achieving a target-return

Methods of pricing policy:

Cost-based pricing Demand-based pricing Competition-based pricing Product-based pricing

Distribution mix:

Distribution may be defined as an operation as a service of operation, which physically bring the goods manufacturer into hands of final consumer to use. Distribution includes all activities, which bring a product from the factory into the hands of final consumer.

Channels of distribution:

28

The most common routes used for bringing the products in the market from producer to consumer are as follows.

Manufacturer-Consumer channel Manufacturer-Retailer-Ultimate consumer channel Manufacturer-Wholesaler-Retailer-consumer channel Manufacturer-Agent-Wholesaler-Retailer-Consumer

channel Manufacturer-Wholesaler-Consumer/User channel

Promotion mix:

Promotion is the process of marketing communication to inform, perused, remind and influence consumer or users in favor of product or service. Promotion is a form of communication with an additional element of persuasion to accept ideas, products, and services and hence persuasive Communication becomes the heart of promotion, the third elements of marketing mix.In marketing, effective communication is absolutely necessary even though good product best package.

29

Chapter -4OBJECTIVES OF

THE STUDY

30

CHAPTER-4

OBJECTIVES OF THE STUDY

Service quality plays an important role in the growth of any service industry.

Today’s customer is more keen & aware of quality. The customer

satisfaction is directly related with the service quality whose main aim is to

fulfill the customer need from customer perspective. A thorough & complete

understanding of user’s requirement is the prime need to reduce the gap

between service provider & customer.

Two Main Objectives of studying the customer satisfaction is:-

To find the impact of customer service parameters on customer

satisfaction

To Develop a Customer Service Metric based Customer Satisfaction

Index

To analyze buying behavior of customers. To study present markets situation of SEARS KNIT

products. To analyze the general problems of customers of SEARS

KNIT. To know the marketing attributes of SEARS KNIT. To evaluating the nature of sample customers and this

purchasing decisions. To take a brief study of readymade male garments.

31

Scope of the Study

The scope of the study is to acquire depth knowledge about the textile industry and marketing of the products of SEARS KNIT company Ltd. It helps to compare the theoretical knowledge with the practical. During the study we have to acquire knowledge about the origin, growth and working of the organization.

Marketing factors are influenced by the four major factor like culture, economy, Social and political factors. The study also intended to know the buyer’s attitude towards SEARS KNIT and frequency of purchasing.

32

Chapter -5RESEARCH

METHODOLOGY

33

CHAPTER-5

RESEARCH METHODOLOGY

Research definition:

“Research is careful inquiry or examination to discover new information and

relationship and to expand and to verify exiting knowledge, “Research

always starts with questions or a problem. Its purpose is to find answer to

questions through the application of the scientific method. It is a systematic

and intensive study directed towards a more complete knowledge of the

subject studies

TYPES OF RESEARCH

a) Descriptive research & Analytical Research

b) Applied Research & Fundamental Research

c) Quantitative Research & Qualitative Research

d) Conceptual Research & Empirical Research

e) Other research categories –Simulative Research, Laboratory Research,

Historical research, One Time Research, Longitudinal Research etc.

Descriptive Research–

It includes survey & fact-finding enquiries of different kinds. Here

researcher has no control over variables. The researcher only reports that

what has happened & what are happening. Only method suitable for this

research is Survey Method.

34

Analytical Research–

Such type of research uses the available information as the base to make the

further critical evaluation.

Applied Research–

Applied research implies for the action research.

This research is intended for finding some solution to the problem.

Fundamental Research–

As its name indicates this type of research is made for performing the basic

or pure research. It is a theoretical research.

Quantitative Research is based on the measurement of some quantity or

amount. This can be done by i) Inferential Experimental approach or

ii) Simulation Approach.

Qualitative Research is concerned with the quality phenomenon. Conceptual

Research is related to some idea or theory or concept. Empirical Research is

based on experience or observation. It is database research also called as

Experimental Research. Here the researcher has full control over variables

under study. A best way is to test the given hypothesis.

SOURCES OF DATA

The sources of data collection methods are as follows.

a) Primary data :-The primary data is that which details we collect first

time from the market and also used first time in the research. We also

say that the information is first time in the research decision. To

35

collect the primary data questionnaire is prepared structure non-

disguise questionnaire is prepared.

 b) Secondary data :- Secondary data are those data which are already

collected by someone for some purpose and are available for the

present study; secondary data are already collected by the company’s

records and other library’s books. When the secondary data are

sufficient, there searcher has to be satisfied with the primary sources

of data. Secondary data can be used as bases for comparison with

primary data have been collected by questionnaire.

Sampling plan

Sampling is a process of obtaining. The information about the entire

population by examine a part of it .The effectiveness of the research depends

on the sample size selected for the survey purpose.

Sample Site:- 

The survey was conducted in LUDHIANA CITY.

Sample size:-

For the purpose of proper survey, there is need of perfect research

instruments to find out sample size for more accurate result about buying

behavior of bike. The sample size is 100respondents.

36

Sampling Method:-

A Stratified random sample is one where the population is divided in to

mutually exhaustive strata or sub-group and then simple random is selected

within each of strata on age groups, occupation etc. It may be noted that

stratification does not means absence of randomness. I use a simple random

sampling method.

37

Chapter -6

DATA ANALYSIS AND

INTERPRETATION

38

Table -1

Classification on the basis of different category of men’s wears the most

Category of men's wear

RespondentsPercentag

eTailor made 20 20Readymade 48 48Both 32 32Total 100 100

Graph-1

Graph showing the number of customers who wear different category of men’s wear the most

39

Tailor made Readymade

Both

05

101520253035404550

Respondents

40

INTERPRETATION:

In the survey the consumer responded for tailor made garment category are only 20, Those who responded for readymade category are 48 and those who use both tailor-made and readymade garments are 32. The total number of respondents is 100.

From the above table it is clear that the users of tailor-made garments in Ludhiana city are only 20%. The users of ready-made garments are 48% and in Ludhiana city only 32 % of the consumers prefer both tailor-made and ready-made men's wear.

This is because they are of the opinion that readymade men's wear costly when compared to tailor made garments.

41

Table - 2

Classification on the basis of users of Jackets and the reason for their purchase

Reason for purchase

No. of Respondents

Percentage

Latest fashion 28 28%Easy Availability 26 26%Easy to wear 19 19%Better fittings 27 27%Total 100 100%

Graph-2

Graph showing the users of readymade garments and the reasons for their purchase

Latest fashionEasy Availabil-

ity Easy to wearBetter Fittings

0

5

10

15

20

25

30

2826

1927

42

Interpretation:

These 100 respondents are asked for why they purchase Jackets. 28 of them answered for latest fashion, 26 of them answered for easy availability, 19 respondents said easy to wear and for better fittings 27 persons are responded.

The above table clears that in percentage, the reason wise buyers, 28 % latest fashion, 26 % for easy availability, 19 % for easy to wear, 27 % for better fittings.

As per the table it is clear that there is wide scope for readymade garments. If they are easily available to consumers the sales definitely increases.

43

Table -3Classification on the basis of preferences of the customers towards different texture

Type of texture

No. of Respondents

Percentage

Cotton 47 47%Synthetic 16 16%Both 37 37%Total 100 100%

Graph-3

Graph showing the preferences of the towards different texture

Cotton Synthetic

Both

01020304050

47

1637

No. of RespondentsNo. of Respondents

Interpretation: A question pertaining to type of texture preferred was asked to respondents and the information so

44

got is analyzed. Where in 47 % prefer cotton texture, 16 % wear synthetic and 37 % opt for both.

Table - 4Classification on the basis of the type of garments preferred by respondents

Category of cloth

No. of Respondents

Percentage

Branded 56 56%Unbranded 18 18%Both 26 26%Total 100 100%

Graph-4

Graph showing the type of garments preferred by respondents

45

Branded Unbranded

Both

0

10

20

30

40

50

60

56

18 26

Interpretation: The table shows the attitude and inclination of customers regarding the branded, unbranded and both textile cloths, out of 100 respondents 56 of them responded for branded cloth, 18 of them unbranded and remaining 26 of them responded for both categories of cloth.

46

Table-5Classification on the basis of opinion about the price

quoted by SEARS KNIT

Particular No. of Respondents

Percentage

Costly 15 30%Fair 22 44%Reasonable

13 26%

Cheap 0 0%Total 50 100%

Graph-5

Graph showing opinion about the price quoted by SEARS KNIT

CostlyFair

ReasonableCheap

0

5

10

15

20

25

1522

13

0

47

Interpretation:

Out of 100 respondents, 50 of them are the customers of SEARS KNIT:

They have responded regarding the price quoted by SEARS KNIT. As per the survey 30 % of the respondents ticked for costly, 44% of them marked fair, 26 % opine that price quoted is reasonable and nobody says cheap.

So while pricing, SEARS KNIT has to take right method of pricing to improve sales.

Therefore it can be concluded that out of total customers in Ludhiana only 50% of them are responded, who are the customers of SEARS KNIT constituting 100 % in the above table.

48

Table-6

Classification on the basis of the customer for SEARS KNIT Jackets and reason for their purchases

ReasonNo. of

RespondentsPercentage

Good quality 20 40%Good Colors 15 30%Durability 11 22%Special offers

4 8%

Total 50 100%

Graph-6

Graph showing the customers for SEARS KNIT Jackets and reason for their purchase

49

Good quality Good Colors

Durability Special offers

0

2

4

6

8

10

12

14

16

18

20

20

15

11

4

Interpretation:

The above tale clearly shows the percentage of uses of SEARS KNIT Jackets. According to survey, out of 100 respondents, only 50 are users SEARS KNIT Jackets.

They also provided the reasons for their purchase of SEARS KNIT Jackets. 20 of the customers constituting 40% buy SEARS KNIT Jackets for good quality, 15 of the customers constituting 30 % opine that they buy for the good colors, 11 respondents i.e.22% opt for durability and also 4 customers the same 8% prefer for economical reasons.

From the surrey it is clear that SEARS KNIT Jackets are quality Jackets.

50

51

Classification on the basis of the non users of SEARS KNIT Jackets and the reason behind that

Reason for not to purchase

No. of Respondents

Percentage

Poor quality 2 4%No attraction colors 5 10%High Price 28 56%Non Durability 4 8%Don't known can’t say 11 22%Total 50 100%.

Graph showing the non users of SEARS KNIT Jackets and the Reason behind that

Poor q

uality

No attra

ction

colour

s

High Pr

ice

Non Dura

bility

Don't k

nown c

an’t sa

y

0

10

20

30

20% 50%

28%

40% 11%

No. of Respondents

No. of Respondents

52

Interpretation:

The above table clears that around 50% i.e. majority of customer don't use SEARS KNIT Jackets. They also give the reasons for that, 50 out of 2 respondent just marked poor qualities; regarding attractive colors 5 persons are disappointed. In the survey majority of respondents had opinion that SEARS KNIT Jackets are too costly. Around 56% vote for high price. 4 respondents say they do not use SEARS KNIT Jackets because of non durability. But 11 respondents constituting 22 % say they don't know the reason or can't say. Probably most of them are unaware of that Jackets.

As the survey indicates it, better for the company to reduce the price of SEARS KNIT Jackets.

53

Table - 7

Classification on the basis of the overall monthly income group of respondents

Category Monthly income

SEARS KNIT

Jackets responden

ts

%Other

respondents

%Total

respondents

Below 10000 2 4 13 26 1510000-20000 8 16 17 34 2520000 - 30000

27 54 16 32 43

Above 30000 13 26 4 8 17Total 50 100 50 100 100

Graph-7

Graph showing the overall monthly income group of respondents

54

Below 10000 10000 -20000

20000 - 30000Above 30000

0

5

10

15

20

25

30

35

40

45

2 8

27

13

13

17

16

4

Allen Solly jeans respondents Other respondents

Interpretation:

Here in the above table overall monthly income group is expected. Most of the respondents in Ludhiana belongs to the group of Rs. 20000-30000 i.e. 43 respondents.

Among SEARS KNIT Jackets users, both 10000-20000 groups are 27 and 16, next place to buyers of below 10000 groups then with 17 respondents Above 30000 group.

55

Table -8

Table showing the status of SEARS KNIT Jackets users

StatusNo. of

RespondentsPercentage

Student 28 56%Businessman

8 16%

Employees 11 22%Others 3 6%Total 50 100%

56

0

5

10

15

20

25

30

Student 28%

Businessman 8% Employees 11%

Others 3%

Graph-8Graph showing the status of SEARS KNIT Jackets

users

Interpretation: The status of the users of the SEARS KNIT Jackets is

also collected to know by whom it is used more. As per the survey this Jackets is used about 56% by the students. Employees using rate is 22%. Businessmen prefer 16% and others use this Jackets for 6%.

Table - 9Table showing frequency of purchases of readymade

garments by the consumers

Particulars No. of

RespondentsPercentag

e

Frequently 54 54%

Festival Season 20 20%

57

0

5

10

15

20

25

30

Student 28%

Businessman 8% Employees 11%

Others 3%

Clearance sale 12 12%

Special offer 14 14%

Total 100 100%

Graph-9

Graph showing frequency of purchase of readymade garments by customers

Interpretation:

As clothing is one of the basic requirements of every individual. How often he purchases readymade garments was asked in the survey. 54% buys frequently, 20% during some festival season, 12 % at clearance sale, and 14% on special occasions.

58

Frequently Festival Season

Clearance sale Special offer

0

10

20

30

40

50

60

54

20

1214

As it is stated above people buy cloths frequently. If better quality, attractive colors, special offers and proper advertisement is made, the sales of readymade garments would definitely increase.

59

Table -10

Table showing the kinds of dress worn by the respondents

For regular use

No. of responde

ntsOn special occasions

No. of respondents

Formals 35 Suits 40Semi Casuals

49 Accessory 15

Fancy 16 Jackets-T-Shirts 45Total 100 Total 100

Graph-10

Graph showing the kinds of dress worn by the respondents

a) For regular use

60

Formals Semi Casuals

Fancy

0

10

20

30

40

50

Formals , 35% Semi Casuals , 49%

Fancy 23%

b) On special occasions

Interpretation:

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SuitsAccessory

Jeans - T-Shirts

0

10

20

30

40

50

Suits, 40%

Accessory15%

Jeans-T-Shirts 45 %

In fast growing city dresses of every individual has changed. He won’t wear same kind of dress for all time. As the time changes, the style also changes.

According to the above table in Ludhiana city for the regular use, respondents give priority to formals i.e. 35%, 49 % prefer for casual wear, 23% are agreed for fancy wear.

But for special occasions, 45 respondents give priority to Jackets – T-shirts, 15 to Accessory and 40 Respondents for Suits.

In Ludhiana city there is no demand for designers wears. In future as it is growing, designers wears may get the importance like in Bombay, Bangalore, Delhi etc.

SUMMARY OF OBSERVATION

The information collected and the survey conduct from this; it is clear that, readymade garment growing popular everywhere.

So, the latest fashionable cloths must be kept in stock and the regular advertisement in daily news paper is also necessary. The price still to be reduced and the quality of the garment must be improved. The good quality product must available with reasonable price. Many people feel that

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the readymade garments are costly now it is the responsibility of the promoter to convince the people at large.

The care should be taken to see that demands from all sections of society are met good behavior with the consumers is one of the required factor one should have proper skill to attract the customer; some people do have much skill inherently. If required sufficient training becomes necessary.

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Chapter-7

FINDINGS

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FINDINGS

The following are the summary of the survey findings:

As per the survey it is clear that one third of the customers do not use readymade garments. So for the company it is important to concentrate on that customer. It has to make them to use readymade men's wear similarly it should satisfy the needs of the existing customers.

In the survey 26 % of the respondents use readymade Jackets for easy availability. It defines the non availability of readymade garments in Ludhiana. So, the companies have to open the range of shops which are suitable for the customers.

In a growing city the Ludhiana, latest fashion has attracted many customers so; product should be introduced to the market as per the need of the customers.

There is a complaint against readymade garments that they are not suitable to all i.e. one cannot get garments according to body fittings. These problems should be studied carefully.

As per the survey conducted majority prefers for cotton wears as it is comfort, but the users of synthetic wear are

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comparatively low. So, the marketers of cotton wears can grab the market. It doesn't means they should quit from synthetic clothes. They should take measures regarding synthetic clothes too.

In Ludhiana city where most customer belong to middle and low income group the demand for branded garments is as same as the demand for unbranded garments. So both branded and unbranded men's wear moves in a smooth manner.

In Ludhiana city customer is just one fourth for the SEARS KNIT Jackets. It has not reached many customers as it is most opted students and youth. For the company, it will be helpful if it concentrate on those who do not use SEARS KNIT Jackets

It is observed that SEARS KNIT Jackets are of good quality Jackets. But most of the consumers are not satisfied with the color, durability and price of the Jackets.

Some customers, who do not compromise with both quality and price of SEARS KNIT Jackets, opine that price is very high. The company has to concentrate all classes of the society in this regard.

Now SEARS KNIT Jackets are concentrating on class customers. If it wants to increase the sales it should concentrate much on mass consumers.

Although the "SEARS KNIT showroom" is one of the famous shop for men, women and kids wear it has not

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covered the entire customers of Ludhiana. Only two third of the customer are aware of this shop. It shows the lack of advertisement. The firm should concentrate on this aspect.

Majority of the customers of SEARS KNIT Jackets are satisfied with the price quoted by the SEARS KNIT company. But it should analyze the pricing policy for the better sales.

However, some customer not satisfied. So promotional measures should also be taken to improve the sales of branded garments.

Chapter-8 67

SUGGESTIONS

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SUGGESTIONS

Product:

SEARS KNIT Jackets are the leading company in braded and designer garments, and textile manufacturing of our country. It has earned a very good name and popularity in the world of SEARS KNIT Jackets and shirts are giving good results for them. Therefore almost every consumer is satisfied with the results. The following are some of the suggestions for achieving better performance of SEARS KNIT Jackets and increase the sales in the future:

The manufacturers have to put more efforts on maintaining and improving the quality of SEARS KNIT Jackets. They should see that the products manufactured are of good quality.

The SEARS KNIT is expected to increase its distributing channels and should also keep supplying the goods in time required by the dealers whatever they demand.

Inspire of its good quality. It is observed that the SEARS KNIT Jackets have good popularity and there is a lot of demand in the market as compared to others. Here some of the consumers do not purchase the SEARS KNIT Jackets always, but only once in a way. So the manufacturer is

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required to take proper promotional activities in order to popularize the product through different advertisement media.

Dealers must take the responsibility if there is any small compliant from the customers.

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Price:

The SEARS KNIT Jackets have got a very good image and have an increasing demand. As there are number of competitors existing in the market, the price becomes an important factor in order to increase the sales and rise in demand. SEARS KNIT Jackets are accepted by high, middle class and rich people by majority. The middle class and low class people feel that the price is relatively high but they also buy it once in the way. Therefore the price of the product must be comparative so as to improve sales in the competitive market.

The follow are some of the suggestions towards the price:

The cost of production should be curtained by increasing the production, while implementing the cost, care must be taken such that quality of the product is not affected adversely.

Here the middle class and low class people buy the product once in a way, so proper care should be taken and the price should be lowered at least to compensate them.

They must try to maintain the price stability as far as possible.

Pricing must be fair in order to create impulsive buying.

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The marketing expenditure should be minimized.

However the high pricing strategy involved in this textile is mainly to build up the image of the company.

Promotion and distribution

Sales promotion is an important instrument lubricates the marketing efforts. The promotional strategy taken up by the company is quite satisfactory. The sales agents visit the dealers once in a while, this mainly to assess dealers if any.

Thus, the general conditions of the promotion and distribution of producers as well as dealers are quite satisfactory. There are some further suggestions for improvements:

The proper sales promotional activities should be taken in order to increase buying response by ultimate consumers and also to improve market share of SEARS KNIT.

Attractive advertisement through all the media of advertising is very necessary in order to increase the usage rate of present consumer and also to meet the completion.

Promotional measures such as contents, price, coupons, and premium should be attached to sales.

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The dealer should improve the display of the product. So that the consumers will be attracted towards the product. Also, the dealer should highlight the product compared to other products.

Public relations have now become an important marketing function. Effective marketing communication is not possible without establishing and maintaining natural understanding between the company and its customers. A bright image of the product is created and maintained only by public relations.

The marketing practitioner finds that the customer wants the delivery of their products at right place, at the right time and in right quality. The ingredients of marketing mix serve as product; price and promotion constitute the first half of marketing.

The distribution logistic inputs are termed as the other half of the marketing concept or customer oriented market planning. As for as the distribution, manufacturers have got dense network of distribution. The dealers are quite satisfactory about the general conditions of distribution of products.

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Chapter-9

CONCLUSION

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CONCLUSION

The suggestions given here in this project report is based on the suggestions and experience of customers to whom the product ultimately reaches.

Customer’s satisfaction is the ultimate motto of every business. Therefore orientation of marketing is entirely necessary for maintaining and increasing the market share of any type of business. This can be achieved by directly managerial, productive and marketing activities to awards preference of the customers. For this achievement competitive efficiency increases in quality, decrease in cost of production is essential.

In this present competitive market, the consumers have been described as the "king". Thus it is very essential that every manufacturer should manufacture those products and services that satisfy present needs of the consumers. Consumer’s orientation is of immense importance for image for creating and maintaining the brand image in the minds of the consumers. Since the sales of textiles is being seasonal and due to some other technical reason, the company could not reach its usual profit percentage.

It may be concluded that the suggestions arrived that after the survey should be adopted by the readymade garment industry to achieve higher benefit.

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Further most of the respondents feel that readymade men's wear saves time as customers are giving importance to latest design and better quality clothes. The manufacturer of readymade men's wear has to adopt above things.

Chapter-10 LIMITATIONS OF

THE STUDY

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LIMITATIONS OF THE STUDY

Following are the limitations of this project report,

The main limitation of making this project is the time factor.

The survey does not cover entire Ludhiana Dist. Much time was spent in explaining to the respondent

about the real purpose of survey. Some of the respondents did not show the attitude in

colleting the information. Some of the true information like;

a. Profile is made in brief and b. Short information has been given relating to working

capacity of the firm. The main limitation is that SEARS KNIT is taken for the

study of marketing purpose. History and origin has clear and relevant information.

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BIBLIOGRAPHY

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BIBLIOGRAPHY

Books:

Marketing Management - K.D Basava

Marketing Management – Sherlekar

Modern Marketing Management – Nair, Paul

Websites

www.//allenSolly.com

www.//madhra.adityabirla.com

http://www.madurafnl.com

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QUESTIONNAIRE

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QUESTIONNAIRE

Dear respondents,

I am student of final year MBA, GGNIVS, Ludhiana conducting a market survey on readymade garments with reference to SEARS KNIT as a part of my management course. I shall be grateful if you can spare a few minutes to answer this questionnaire.

Name:Address:

Age: 18 – 20 years 21 – 30 years 31 – 40 years Above 40 years

Sex Male [ ] Female [ ]

Marital Status: Single [ ]

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Married [ ]

1) Which garments do you use more?a) Tailor made ( ) b) Readymade ( )

c) Both ( )

2) Do you purchase branded Jackets? Yes ( )No ( ) If yes, why? a) Latest fashion ( ) b) Easy availability ( ) c) Easy to wear ( ) d) Better fittings ( ) e) Not specified ( )

3) Which type of texture do you like most? a) Cotton ( ) b) Synthetic ( ) c) Both ( )

4) Which category do you generally use most? a) Branded ( )b) Unbranded ( )c) Both ( )

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5) What is your opinion about the price aspects of SEARS KNIT Jackets?

a) Costly ( )b) Fair ( ) c) Reasonable ( )d) Cheap ( )

6) Do you use SEARS KNIT Jackets? Yes ( )No ( ) If yes, why? a) Good Quality ( )b) Good colors ( ) c) Durability ( )d) Special offers ( )

If No, why? a) Poor Quality ( ) b) No attraction

colors ( ) c) High price ( ) d) Non durability

( )d) Don’t know can’t say ( )

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7) Income Level: Below 10000 ( )10000 to 20000 ( ) 20000 to 30000 ( )

Above 30000 ( )

8) Occupationsa) Student ( )b) Businessman ( )c) Employees ( ) d) Others ( )

9) What is your opinion about the purchases of readymade garments?

a) Frequently ( )b) Festival Season ( )

c) Clearance sale ( )d) Special offer ( )

10) What type of dress do you wear? i) For regular use ii) On special

occasions a) Formals ( ) a) Suits (

) b) Casuals ( ) b) Accessory (

)

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c) Fancy ( ) c) Jackets-T-shirt ( )

Do you think there is wider choice of SEARS KNIT Jackets?

Yes [ ] No [ ]

Do you think promotional measures are necessary for the improvement of sale of SEARS KNIT Jackets?

Yes [ ] No [ ]

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