A STUDY OF BRAND LOYALTY OF KITEX PRODUCTS, ERNAKULAM, KERALA

MINI-PROJECT REPORT Submitted by

MANU.K.KURIAKOSE Register No: 723211631047

In partial fulfillment for the award of the degree of

MASTER OF BUSINESS ADMINISTRATION

SVS INSTITUTE OF MANAGEMENT STUDIES

COIMBATORE 642 109. OCTOBER 2012

ANNA UNIVERSITY, CHENNAI

CERTIFICATE
This is to certify that the project entitled A STUDY OF BRAND LOYALTY OF
KITEX PRODUCTS, ERNAKULAM, KERALA is the bonafide record of

project work done by MANU.K.KURIAKOSE Register No: 723211631047 of II MBA during the year 2010-2012.
--------------------------------------------------

Project Guide

Head of the Department

Submitted for the Project Viva-Voce examination held on ---------------------------- ----------------------------

Internal Examiner

External Examiner

DECLARATION

I affirm that the project work titled

A STUDY OF BRAND LOYALTY OF KITEX

PRODUCTS, ERNAKULAM, KERALA being submitted in partial fulfillment

for the award of MBA is the original work carried out by me. It has not formed the part of any other project work submitted for award of any degree or diploma, either in this or any other university.

(Signature of the Candidate) MANU.K.KURIAKOSE 723211631047

I certify that the declaration made above by the candidate is true.

(Signature of the Guide) S.Maheshwaran, BE, MBA, (SVS Institute of Management studies)
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ACNOWLEDGMENT

My first and foremost thanks to the almighty for giving me grace and knowledge to complete this project work successfully. I wish to express my sincere thanks to Dr. S.Mohandass, MBA, M.Sc., and Ph.D director SVS INSTITUTE OF MANAGEMENT STUDIES for giving me an opportunity to do this project.

I again express my extreme gratefulness to S.MAHESHWARAN, BE, MBA, Assistant Professor for providing knowledge and guidance with advice during the development of the project.

I thank all staff members of business management for giving their kind and timely encouragement throughout the study.

MANU K KURIAKOSE

LIST OF CONTENT
Chapter No. I INTRODUCTION 1.1. Introduction to study 1.2. Industry Profile 1.3.Company Profile 1.4.Statement of problem 1.5.Objectives of the Study 1.6.Scope Of the Study 1.7.Period Of Study 1.8.Limitations of the Study II III REVIEWNOF LITERATURE METHODOLOGY 3.1.Research Methodology 3.2.Research Design 3.3.Sample Design 3.4.Tools of Analysis IV DATA ANALYSIS AND INTERPRETATION 4.1.Percentage Analysis Method 4.2.Chi-Square Test V FINDINGS,SUGGESTIONS AND CONCLUSION 5.1.Findings 5.2.Suggestions 5.3.Conclusion BIBLIOGRAPHY APPENDIX
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CONTENT

Page No. 1 2 6 13 13 13 14 14 15

19 19 19 20

21 37 39 40 41 42 43

LIST OF TABLES Sl.no

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18

Particulars
Table showing the age of respondents. Table showing educational qualification of respondents. Table showing the Occupation of the respondents. Table showing Trust of customer towards brand Table showing The Price of Our brand is reasonable Table showing Quality of the product Scooby Day Bag Table showing protection of packaging from damage Table showing habit of purchasing our product regularly Table showing important factor that which makes you to purchase our products Table showing satisfaction of the customer after consuming Kitexs product Table showing products attracting customer Table showing opinion about the influence of Media on brand image Table showing opinion about advertising strategy given by the company Table showing attitude and behavior of dealers and retailers Table showing labeling of Kitexs product Table showing Offers provide by the Kitex Comparison of habit of purchase and Important factors that makes to purchase Comparison of habit of purchase of product and Satisfaction of the customer after consuming the product

Page no.
21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38

LIST OF CHARTS Sl.no

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Particulars
Chart showing the age of respondents. Chart showing educational qualification of respondents. Chart showing the Occupation of the respondents. Chart showing Trust of customer towards brand Chart showing The Price of Our brand is reasonable Chart showing Quality of the product Scooby Day Bag Chart showing protection of packaging from damage Chart showing habit of purchasing our product regularly Chart showing important factor that which makes you to purchase our products Chart showing satisfaction of the customer after consuming Kitexs product Chart showing products attracting customer Chart showing opinion about the influence of Media on brand image Chart showing opinion about advertising strategy given by the company Chart showing attitude and behavior of dealers and retailers Chart showing labeling of Kitexs product Chart showing Offers provide by the Kitex

Page no.
21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36

CHAPTER-I INTRODUCTION

1.1 INTRODUCTION TO THE STUDY

A study of how the brand loyalty helps the Kitex company for selling their products more, and if the customers shifting to another brand. What is the reason and how its affect the company Brand Loyalty is a scenario where the consumer fears purchasing and consuming product from another brand which he does not trust. It is measured through methods like word of mouth publicity, repetitive buying, price sensitivity, commitment, brand trust, customer satisfaction, etc. Brand loyalty is the extent to which a consumer constantly buys the same brand within a product category. The consumers remain loyal to a specific brand as long as it is available. They do not buy from other suppliers within the product category. Brand loyalty exists when the consumer feels that the brand consists of right product characteristics and quality at right price. Even if the other brands are available at cheaper price or superior quality, the brand loyal consumer will stick to his brand. Brand loyal consumers are the foundation of an organization. Greater loyalty levels lead to less marketing expenditure because the brand loyal customers promote the brand positively. Also, it acts as a means of launching and introducing more products that are targeted at same customers at less expenditure. It also restrains new competitors in the market. Brand loyalty is a key component of brand equity. Brand loyalty can be defined as ,The extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands. As brand loyalty increases, customers will respond less to competitive moves and actions. Brand loyal customers remain committed to the brand, are willing to pay higher price for that brand, and will promote their brand always. A company having brand loyal customers will have greater sales, less marketing and advertising costs, and best pricing. This is because the brand loyal customers are less reluctant to shift to other brands, respond less to price changes and self- promote the brand as they perceive that their brand have unique value which is not provided by other competitive brands.

1.2 INDUSTRIAL PROFILE

Textile industry The Indian textile industry has a significant presence in the economy as well as in the international textile economy. Its contribution to the Indian economy is manifested in terms of its contribution to the industrial production, employment generation and foreign exchange earnings. It contributes 20% of industrial production 9% excise collection, 18% of employment in the industrial sector, nearly 20% of the countries total export earning and 4% to the GDP.

History of textile industry

India has been well known for her textile goods since very ancient times. The traditional textile industry of India was virtually decayed during the colonial regime. However, the modern textile industry took birth in India in the early nineteenth century when the first textile mill in the country was established at fort gloster near Calcutta in 1818. The cotton textile industry however made its real beginning in Bombay, in 1850. The first cotton textile mill of Bombay was established in 1854 by a parsi cotton merchant then engaged in overseas and international trade. Indeed, the vast majority of the early mills were the handwork of parsi merchants engaged in yarn and cloth trade at home and Chinese and African markets. The first cotton mill in Ahmadabad, which was eventually to emerge as a rival centre to Bombay, was established in 1861. The spread of the textile industry to Ahmadabad was largely due to the Guajarati trading class. The cotton textile industry made rapid progress in the second half of the nineteenth century and by the end of the century there were 178 cotton textile mills, but during the year 1900 the cotton textile industry was in bad state due to the greater famine and a number of mills of Bombay and Ahmadabad were to be closed down for long period.

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Current position of textile industry in India The development of Indian textile industry started in 1985. This was the year when for the first time textile sector was considered as an important industry and the support policy was formulated for sectors development. In the year 2000 National Textile Policy was announced. With further development textile industry came out of Quota regime of important restrictions under the Multi Fiber Arrangement (MFA). This development came on first January 2005 under the World Trade Organization, arrangement on textile and clothing. Because of the elimination of Quota restrictions, most of the developing countries now can develop the potential market at both domestic and international level. These countries can develop the industry expertise and can have competitive advantage through implementing new technology, more skilled labour, improved distribution channel, cost effective operation and production with greater value addition in each step of value chain. Moreover it will help for foreign direct investment for the industry that will create greater opportunity to strengthen the sector. Some of the strength of Indian textile industry is large and potential domestic & international market large pool of skilled and cheap labour well established industry promising export potential etc. To understand Indias position among other textile producing, the industry contributes 9% of GDP and 35% of foreign exchange earnings, Indias share in global export is only 3% compared to China 13.5%. In addition to China, other developing countries are emerging as serious competitive threat to India looking at export shares. Korea (6%) and Taiwan (5.5%) is ahead of India, while Turkey (2.9%) has already caught up and others like Thailand (2.3%) and Indonesia (2%) are not much further behind. The reason for this development is the fact that India lags behind these countries in investment levels, technology, quality and logistics.

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New innovations in clothing production New innovation in clothing production, manufacture and design came during the industrial revolution these new wheels, looms, and spinning processes changed clothing manufacture forever. The rag trade as it is referred to in the UK and Australia is the manufacture, trade and distribution of textiles. There were various stages- from a historical perspective where the textile industry evolved from being a domestic small-scale industry, to the status of supremacy it currently holds. The cottage stage was the first stage in its history where textile was produced on a domestic basis. During this period cloth was made from materials including wool, flax and cotton. The material developed on the area where was being produced, and the time they were being made. In the later half of the medieval period in the northern parts of Europe, cotton to be regarded as an important fiber. During the later phases of the 16th century cotton was grown in the warmer climes of America and Asia. When the Romans ruled, wool, leather and linen were the materials used for making clothing in Europe, while flax was the primary material used in the northern parts of the Europe. During this era, excess cloth was bought by the merchants who visited various areas to procure this left- over pieces. A verity of processes and innovations were implemented for the purpose of making clothing during this time. These processes were depending on the material being used, but there were three basic steps commonly employed in making clothing. These steps include preparing material fibers for the purpose of spinning, knitting and weaving. During the industrial revolution, new machines such as spinning wheels and handlooms came in to the picture. Making clothing material quickly became an organized industry- as innovations led to the industrialization of the textile industry in Great Britain. Clothing manufactured during the industrial revolution formed a big part of the exports in the Great Britain. They accounted for almost 25% of the total exports made at the time, doubling in the period between 1701 and 1770.
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In the industrial revolution era, a lot of efforts was made to increase the speed of the production through inventions such as flying shuttles in 1733, the flyer- and- bobbin system, and roller spinning machine by john Wyatt and Lewis Paul in 1738.lewis Paul later come up with the carding machine in 1748 and in 1764 the spinning jenny was also developed. The water frames was invented in 1771 by Richard Arkwright. The power loom was invented in 1784 by Edmund Cartwright. In the initial phases, textile mills were located in and around the rivers since they were powered by water wheels. After the steam engine was invented, the dependence on the rivers

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1.3 COMPANY PROFILE

KITEX LIMITED HISTORY Anna Group's weaving unit, KITEX LIMITED a prominent prodigy in the field of textile industry began its spectacular display in 1975 at Kizhakkambalam, Aluva. It is a public limited company owned by Mr. Bobby Jacob .This prestigious company, one of the vibrant divisions of Anna group of companies is a celebrity among industrial giants in our country The Company is engaged in the production of fabrics made of Cotton and other blends, Greige Cloth, Bed sheets and Lungies. They are marketed through a network of over 2000 authorized dealers. KITEX fabrics are now exported to many parts of the world. Kitex is going in for a major expansion plan to augment the production capacity. At the dawn of the new millennium Kitex entered into the luggage and baggage industry under the brand name of ScooBee Day. Through the years, the company has carved a niche for itself in this highly competitive industry with its tradition of world class quality. The company was established to set up an efficient industrial estate to provide technical, industrial, financial, and marketing facilities to power loom owners and to create job opportunities to educate unemployed. Considerable infrastructure facilities have built up by way of buildings electrical distribution systems, supporting machineries for warping, sizing, etc. to help power loom owners. About 400 power looms were established in the premises under the banner of Kizhakkambalam Textiles Limited (which has been later named as Kitex Limited).The group got highest regards for the welfare of the employees and general public. Several Charitable programs were organized for the benefit of the lower strata of the society. The group is also providing a very good accommodation and canteen facility to employees who hail from all over Kerala.

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World class manufacturer

Customer

Policy Strategy

Quality process & people

Leadership, teamwork & TEI

A world class manufacturing company focusing on all round business excellence through a Total Quality Management System with committed leadership, effective teamwork, delighted customers and satisfied employees in an environment friendly organization.

MISSION Fabrics and processed fabrics as per the customer specification efficiently in a professional and environment friendly manner on time and at the right cost with at most customer specification to become a world class organization through improvement. QUALITY POLICY We are committed to manufacture and deliver quality greige fabric and processed fabric as per the customer specification, efficiently in a professional and environmental friendly manner, on time and at the right cost with utmost customer satisfaction, while during to become a world class organization through continual improvement. GOALS Globalization is the key and the international markets are the targets now.

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VITAL STATISTICS

COMPANY NAME ADDRESS REGISTERED OFFICE/FACTORY YEAR OF ESTABLISHMENT NATURE OF INCORPORATION NATURE OF BUSINES TEXTILES NATURE OF PRODUC

: : : : :

KITEX LTD KIZHAKKAMBALAM, ALUVA. KIZHAKKAMBALAM 1975 PUBLIC LTD CO. : MANUFACTURING OF COTTON

INDUSTRIAL PRODUCT AND CONSUMER PRODUCT.

PROMOTER CHAIRMAN DIRECTOR JACOB BANKER AUDITOR TOTAL CAPITAL EMPLOYED ANNUAL TURNOVER NAME OF PRODUCT (BRAND NAME) SQUARE FEET

: : :

Mr. M.C.JACOB MR. M.C. JACOB MR.BOBY M JACOB, MRS.MINI BOBY

: : : :

FEDERAL BANK, INDIAN BANK MR.VARMA&VARMA, ERNAKULAM. 1CRORE 120CRORE

: :

KITEX TOTAL BUILT UP AREA OF 1, 65, 000

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PRODUCTION CAPACITY PRODUCT RANGE

: :

25000 SQ.METRES PER DAY YARN COUNT RANGE-4S TO 120S WEFT DENSITY-22 TO 120 PICKS PER

INCH WARP DENSITY-22 TO 132 ENDS PER INCH

WIDTH RANGE -36 TO 65 INCHES TOP MANAGEMENT : Mr. M.C.JACOB Mr. BOBBY JACOB MRS.MINI BOBY JACOB

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PRODUCT PROFILE Table A Source: Company Profile (Lungies) Product variety Executive Medium super Medium Economy Length*Width 130*200cm 127*200cm 127*200cm 127*192cm Price 175 160 145 135

(Bed sheets) Product variety Sweet dream-50 Sweet dream-60 Sweet dream double Duo(1st std+2 pillow cover) Sweet dream king size Duplex(1 solitude bed sheet + 2 pillow cover) Sweet dream king size+ 2 pillow cover Length*Width 128*225cm 152*225cm 225*175cm 152*225cm 220*225 152*225 225*250 Price 177 199 304 330 408 306 575

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Dhotis Product Variety Ready wear Smart line single Smart line gold Smart line ivory Smart plus XL Smart premium RX Smart premium XL Length * Width 128*200cm 127*200cm 127*200cm 127*200cm 127*400cm 127*385cm 127*400cm

AWARDS ScooBee Day products got SAMMAN PATRA Govt. of India Achievements Mr. MC Jacob the veteran business man from Kerala, and chairman of the Anna, KITEX GROUP has got many awards. This recognition in the form of awards is a testimony to the dedication and commitment made by him for the growth of business and industry in the state. Following are the awards Business man of Kerala from business Deepika K C Mathew memorial Vyavasayasree award 2001 Joseph Chaco memorial Vyavasayajyothi award 2002 by the Ernakulum chamber of commerce and industry Nehru peace foundation state award 2002 by Kerala State Government Samman Pathra award by ministry of finance, Government of India for outstanding revenue performance in SSI sector 2004-05 Life time achievement award 2011 by Kerala state Government for the outstanding revenue

performance in Central Excise Commissioner at, cochin for the year 2004-05 by

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ISO CERTIFICATION Kitex got ISO 9001-2000 certification in February 2007. Kitex Ltd is the leading

manufacture with ISO 9001-2001 in south India of all varieties of greige fabrics, yarn dyed fabrics, dobby and leno dobby fabrics made of cotton ,polyester cotton ,cotton nylon ,cotton flax, linen ,cotton linen ,cotton Lycia ,polyester Lycia etc.

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1.4 STATEMENT OF PROBLEM

There are lots of competitors in the market who brings substitute products. Here the problem is all about whether customers of KITEX GARMENTS are moving to another brand For the success of every business loyal customers are important. Customers loyalty towards a brand depend up on the companys product quality, features, availability, utility etc. this study concentrates brand loyalty of customers of KITEX products.

1.5 OBJECTIVE OF THE STUDY

Primary objectives Primary objective of the study is to find out brand loyalty of KITEX products among the customers with special reference to Ernakulam district Secondary objectives To find out opinion regarding products quality, price, availability etc To find whether there is any relation between customers selection of a product and brand loyalty. To find out KITEXs limitations in promotional activities. To find out which product of KITEX has more loyal customers. To find out which product has more sale.

1.6 SCOPE OF THE STUDY

This project was carried out on the subject of brand loyalty among customers of KITEX products in Ernakulam district. I think this project can reveal customers brand loyalty towards KITEX products. Which product has excellent pool of customers, which is the least one etc. so they can come out with new strategies that enhance existing customers by buying all type of products that KITEX makes. And also this project will help them to understand what customers are expecting from KITEX in the form of a new product, so it help the company to bring new products in their existing product line without least chance of failure.

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1.7 PERIOD OF THE STUDY

This study was conducted from 4th July 2012 to August 3rd 2012

1.8 LIMITATION OF THE STUDY

A bigger sample size has much more accuracy in the out put of the study. Much of the customers are not ready to reveal the exact feed back. Study period is restricted The analysis is based on the only information given by the customers, so its accuracy and truthiness is questionable

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CHAPTER-II REVIEW OF LITERATURE

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REVIEW OF LITERATURE
1. Steven M. Shugan : Brand loyalty and more modern topics of computing customer lifetime value and structuring loyalty programs remain the focal point for a remarkable number of research articles. At first, this research appears consistent with firm practices, However, close scrutiny reveals disaffirming evidence. Many current so-called loyalty programs appear unrelated to the cultivation of customer brand loyalty and the creation of customer assets. True investments are up-front expenditures that produce much greater future returns. In contrast, many so called loyalty programs are shams because they produce liabilities (e.g, promises of future rewards or deferred rebates) rather than assets. These programs produce short-term revenue from customers while producing substantial future obligations to those customers. Rather than showing trust by committing to the customer, the firm asks the customer to trust the firm-that is, trust that future rewards are indeed forthcoming. The entire idea is antithetical to the concept of customer asset. Many modern loyalty programs resemble old-fashioned trading stamps or deferred rebates that promise future benefits for current patronage. A true loyalty program invests in the customer (e.g, provide free up-front training, allows familiarization or customization) with the expectation of greater future revenue. Alternative motives for extant programs are discussed. 2. SIMON KNOX : There has been much written about the role of brand loyalty as a primary measure of Effective brands marketing and partial measure of brand equity. To date, however, progress in providing a practical measure of construct has been very limited. In this empirical study of grocery brand support were found to necessary and sufficient conditions for loyalty to exist. Based on this measure, four consumer purchasing styles were Identified and characterized as loyal, habitual, variety seekers and switchers. The strategic implication of segmenting grocery markets on this basis are discussed in both the context of the marketing of brands and managing brand equity.

3. WILLIAM J. ALLENDER AND TIMOTHY J. RICHARDS : Though brand loyalty has been studied extensively in the marketing literature, the relationship between brand loyalty and equilibrium pricing strategies is no well understood.
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Designing sales pricing strategies involves two key decisions: the percentage reduction in price from the existing price point, and number of frequency of promotions within a category or for a septic product. These decisions, in turn, are critically dependent upon how many consumers can be convinced to switch to brand by temporarily reducing its price, and how many are instead brand loyal. Theoretical models of how the size and strength of brand loyalty impudence optimal promotion strategies have been developed, but there are no rigorous tests of their hypotheses. We test how brand loyalty impacts promotions strategies for frequently purchased consumer package good category. Our results largely con.rm that retailers often promote many brands simultaneously and that depth and breadth can be complimentary. 4. NOAH GANS : A customer has repeated contacts with a set of product or service providers. Each visit to supplier yields the consumer some randomly distributed utility. The suppliers utility distribution are unknown to consume, and to decide which supplier to visit, uses a myopic variant of decision rule used by classical, utility maximizing Bayesian. This rule is designed to roughly consistent with empirical findings regards individual choice under uncertainty. For his model, we develop closed form expressions that characterized both short tem and long term measures of customer loyalty to a supplier. These results offers a rich picture of how consumer discrimination and prior beliefs interact with the level of quality actually offered by suppliers to determine customer loyalty. 5. NADJA SILBERHORN AND LUTZ HILLDEBRANDT : The need to understand and leverage consumer-brand bonds has become critical in a marketplace characterized by increasing unpredictability, diminishing product differentiation, and heightened competitive pressure. This is especially true for fast moving consumer goods (FMCG) manufactures and retailers. Knowing why a customer stays loyal to brand in multiple product categories in necessary for deriving suitable marketing strategies In the context of a brand extension, yet research on the motives, characteristics, life style and attitudes of cross-category brand loyal customer has been investigated only in a limited number of studies. We will fill a gap in the literature on cross-category brand choice behavior by analyzing revealed preference data with respect to brand loyalty in several categories in which a brand competes. Provided with purchase and corresponding survey data we investigate the product portfolio of a leading nonfood FMCG brand. We segment
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consumers on the basis of their revealed brand preference and, focusing on consumers risk aversion, identity cross-category brand loyal customer personally traits as determinants of their brand loyal purchase behavior.

Developing and validating multidimensional consumer base brand equity scale (Boonghee yoo & Naveen Donthu)
Department of marketing and business law, G.R. Herberger College of Business st. Cloud state university, st. Cloud MN 56301, USA Department of marketing, j. Mark Robinson College Of business, Georgia State University, Atlanta GA 30303, U S (Received 1 January 1997; received in revised form 1 July 1999; accepted 6 August 1999) Little systematic research has been done to develop a scale to measure consumerbased brand equity. The authors report the results of a multi step study to develop and validate a multidimensional consumer- base brands equity scale (MBE) drawn from Aakers and kellers conceptualizations of brand equity. A total of 1530 American, Korean American and Korean participants evaluated 12 brands from three product categories (athletic shoes, film for cameras, and color television sets). Multi psychometric test demonstrate that the new brand equity scale is reliable, valid, parsimonious and general sable across several cultures and product categories. The authors discussed theoretical as well as practical implication of the study. Analysis and result They explored whether a similar pattern of internal consistency and dimensionality among brand equity item could be found in each of the three samples. They selected items for each construct until no higher reliability could be achieved and obtained the same items across samples, five for perceived quality and three each for brand loyalty, brand association, and brand awareness. These fourteen selected items showed excellent reliability, perceived quality with 0.92, 0.90, and 0.84 for Americans, Korean Americans, and Koreans respectively. Brand loyalty with 0.88, 0.86 and 0.87 brand association with 0.83, 0.79 and 0.78 and brand awareness with 0.93, 0.91 and 0.84. However, exploratory factor analysis did not produce four distinct factors among the selected brand equity items, mainly because of the inseparability of brand awareness and brand associations. Only three factors i.e.(
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perceived quality, brand loyalty, and brand awareness or associations) were consistently found in each sample.

Factors Influencing Brand Loyalty It has been suggested that loyalty includes some degree of pre- dispositional commitment toward a brand. Brand loyalty viewed as a multidimensional constructs. It is determined by several distinct psychological processes and it entails multivariate measurement. Customers perceived values; brand trust, customers satisfaction, repeat purchase behavior and commitment are found to be the key influencing factor of brand loyalty. Commitment and repeat purchase behavior are considered as necessary conditions for brand loyalty followed by perceived value, satisfaction and brand trust. Frederick Reichheld, one of the most influential writers on brand loyalty, claimed that enhancing customer loyalty could have dramatic effects on profitability. Among the benefit from brand loyalty specifically, longer tenure or staying as a customer for longer- was said to be lower sensitivity to price. This claim had not been empirically tested until recently. Recent research found evidence that long- term customers were indeed less sensitive to price increase. The image surrounding a companys brand is the principal source of its competitive advantage and is there for a valuable strategic asset. Unfortunately, many companies are not adopting at disseminating a strong, clear message that not only distinguishes their brand from the competitors. But distinguishes it in a memorable and positive manner. Brand is to avoid the pitfalls of portraying a muddled or negative image, and instead, create a broad band vision or identity that recognizes a brand as something greater than a set of attributes that can be imitated or surpassed. In fact, a company should view its brand to be not just a product or service, but as an overall brand image that defines a companys philosophies. A brand needs more than identity; it needs a personality, just like a person without attention- grabbing characteristics, a brand, with no personality can easily be passed right over. A strong symbol or company logo can also help to generate brand loyalty by making it quickly identifiable.

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CHAPTER-III METHODOLOGY

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3.1 RESEARCH METHODOLOGY

The research methodology is the way to systematically solve the research problem. It may be understood science of studying how research is done.

3.2 RESEARCH DESIGN

A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure The research design I am using here descriptive in nature. Pre-planned design for analysis and structured questionnaires and schedules used for collecting primary data. Research design process: 1. Formulating the objective of the study 2. Designing the method of data collection 3. Selecting the sample 4. Collecting the data 5. Analyzing the data 6. Reporting

3.3 SAMPLE DESIGN

Sampling is a process of selecting a sufficient number of elements from the population or characteristics would make it possible for us to generalize such properties. Population Population may be defined as to any collection of individuals or their attributes or result of operation that can be numerically specified population is applied to finite or infinite collection of individuals. The researcher will have to identify the population or universe of the study in hand. In this study the population selected was the customers in Ernakulum districts, Kerala. Sampling size Sampling size is the decision that should be taken regarding the number of elements of the largest population to be chosen. Here the sample size is 50.

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Sampling technique It is a technique of considering a few units of the population available. Here convenience sampling technique is used and each elements given equal and independent chance of being selected. Type of Sampling Convince sampling method has been adopted here . I selected some customers Random Sample Size In this survey, sample survey was 50 customers from Ernakulam district, Sample Area Sample are was taken from both urban and rural area of Ernakulam district

3.4 TOOLS FOR ANALYSIS

Percentage method Chi-Square Test

Data Collection Primary data: was collected by direct interview with customer who purchase the kitexs product Secondary data are collected mainly from the supplements to the companys reports, brochures, related documents, internet, books etc. Percentage Analysis: is statistical tool, which is used identity the percentage of the responds. Percentage is used to compare the relative terms and distribution at two or more source of data. It is a sample method used to find out the answer for 50

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CHAPTER-IV DATA ANALYSIS AND INTERPRETATION

31

4.1 PERCENTAGE ANALYSIS METHOD 4.1.1 Table showing the age of respondents. Age Below 20 21-30 31-40 Above 40 Total Source: primary data Interpretation: Out of 50 samples 16% of the respondent are below 20 years, 32% of the respondents belong to 21-30, 24% of the respondents belong to 31-40, and the rest 28% of the respondents are above 40. Number of respondents 8 16 12 14 50 Percentage
16 32 24 28 100

4.1.1 Chart showing the age of respondents.

100 90 80 70 60 50 40 30 20 10 0 Below 20 21-30 31-40 Above 40 total Number of respondents Percentage

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4.1.2 Table showing educational qualification of respondents. Education SSLC and below Pre degree Degree PG Total Number of respondents
10 15 13 12 50

Percentage
20 30 26 24 100

Source: Primary data Interpretation: Out of 50 sample 20% of the respondents are SSLC and below, 30% of the respondents are Pre degree, 36% of them are degree holders, and the rest 24% of respondents are Post Graduates. 4.1.2 Chart showing educational qualification of respondents.
100 90 80 70 60 50 40 30 20 10 0 Number of respondents Percentage

33

4.1.3 Table showing the Occupation of the respondents. Occupation Govt. Employee Private sector employee Self employed Others Total Number of respondents 11 8 18 13 50 Percentage 22 16 36 26 100

Source: Primary data Interpretation: Out of 50 sample 22% of respondents are Govt. Employees, 16% are private employees, 36% of respondents are self employed, and the rest of 26% belongs to others (homemaker). 4.1.3
100 90 80 70 60 50 40 30 20 10 0 Govt. Employee Private sector employee Self employed Others total Number of respondents Percentage

Chart showing Occupation of respondents.

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4.1.4 The Table showing Trust of customer towards brand Decisions Strongly Disagree Disagree Neutral Agree Strongly Agree Total Number of respondents 5 8 15 15 7 50 Percentage 10 16 30 30 14 100

Sourse: Primary Data Interpretation : Out of 50 sample 10% of respondents are Strongly Disagree, 16% are Disagree, 30% of respondents are Neutral, 30% of respondents are Agree and the rest of 14% belongs to Strongly Agree.

4.1.4 The chart Showing Trust of customers towards our brand

Number of respondents
Strongly Disagree Disagree Neutral Agree Strongly Agree

14% 30%

10%

16% 30%

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4.1.5 Table showing The Price of Our brand is reasonable

Decisions Strongly Disagree Disagree Neutral Agree Strongly Agree Total Source: Primary data Interpretation :

Number of respondents 10 8 14 11 7 50

Percentage 20 16 28 22 14 100

Out of 50 sample 20% of respondents are Strongly Disagree, 16% are Disagree, 28% of respondents are Neutral, 22% of respondents are Agree and the rest of 14% belongs to Strongly Agree.

4.1.5

Chart showing The Price of Our brand is reasonable

Number of respondents
Strongly Disagree Disagree Neutral Agree Strongly Agree

14%

20%

22%

16%

28%

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4.1.6 Table showing Quality of the product Scooby Day Bag Decisions
Very Poor Not Good Average Good Excellent Total

Number of respondents 6 5 17 10 12 50

Percentage 12 10 34 20 24 100

Source: Primary data Interpretation : Out of 50 sample 12% of respondents are Very Poor, 10% are Not good, 34% of respondents are Average, 20% of respondents are Good and the rest of 24% belongs to Excellent 4.1.6 Chart showing Quality of the product Scooby Day Bag

Number of respondents
Very Poor Not Good Average Good Excellent

24% 20%

12%

10%

34%

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4.1.7 Table showing protection of packaging from damage Decisions Strongly Disagree Disagree Neutral Agree Strongly Agree Total Source: Primary data Interpretation : Out of 50 sample 4% of respondents are Strongly Disagree, 14% are Disagree, 32% of respondents are Neutral, 22% of respondents are Agree and the rest of 28% belongs to Strongly Agree. 4.1.7 Chart showing protection of packaging from damage.
Number of respondents Percentage

Number of respondents 2 7 16 11 14 50

Percentage 4 14 32 22 28 100

40 30 20 10 0 2 14 4 7 Disagree 16 32 22 11 Agree 14 28 Percentage

Strongly Disagree

Neutral

Strongly Agree

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4.1.8 Table showing habit of purchasing our product regularly

Decision YES NO TOTAL Source: Primary data Interpretation:

Number of respondents
35 15 50

Percentage
70 30 100

Out of 50 sample 70 % of respondents are yes and 30 % of respondents are now 4.1.8 Chart showing the habit of purchasing our product regularly

100 90 80 70 60 50 40 30 20 10 0 Number of respondents Percentage NO YES

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4.1.9 Table showing important factor that which makes you to purchase our products

Decisions Availability Good Quality Reasonable Price Durability Brand Name Total Source: Primary data Interpretation :

Number of respondents 2 13 8 13 14 50

Percentage 4 26 16 26 28 100

Out of 50 sample 4% of respondents are Because of Availability, 26% are Good Quality, 16% of respondents are Reasonable Price, 26% of respondents are Durability and the rest of 28% are Brand Name. 4.1.9 Chart showing important factor that which makes you to purchase our products
Number of respondents 45 40 35 30 25 20 15 10 5 0 4 2 Availability Good Quality 13 8 13 14 16 26 26 Percentage 28

Reasonable Price

Durability

Brandname

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4.1.10 Table showing satisfaction of the customer after consuming Kitexs product Decisions Highly Dissatisfied Dissatisfied Neutral Satisfied Highly Satisfied Total Source: Primary data Interpretation : Out of 50 sample 4% of respondents are Strongly Disagree, 14% are Disagree, 32% of respondents are Neutral, 22% of respondents are Agree and the rest of 28% belongs to Strongly Agree. 4.1.10 Chart showing satisfaction after making purchase Kitexs product
35 30 25 20 15 10 5 0 Number of respondents Percentage

Number of respondents 2 7 16 11 14 50

Percentage 4 14 32 22 28 100

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4.1.11 Table showing products attracting customer Decisions Strongly Disagree Disagree Neutral Agree Strongly Agree Total Source: Primary data Interpretation : Out of 50 sample 10% of respondents are Strongly Disagree, 6% are Disagree, 34% of respondents are Neutral, 22% of respondents are Agree and the rest of 28% belongs to Strongly Agree 4.1.11 Chart showing products attracting customer
Number of respondents 40 35 30 25 20 15 10 5 0 Strongly Disagree Disagree Neutral Agree Strongly Agree 10 5 6 3 17 14 11 22 34 28 Percentage

Number of respondents 5 3 17 11 14 50

Percentage 10 6 34 22 28 100

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4.1.12 Table showing opinion about the influence of Media on brand image Decisions Very Low Low Medium High Very High Total Source: Primary data Interpretation : Out of 50 sample 4% of respondents are Very Low, 6% of respondents are Low, 44% of respondents are Medium, 20% of respondents are High and the rest of 26% belongs to Very High. 4.1.12 Chart showing opinion about the influence of Media on brand image
Number of respondents 70 60 50 40 30 20 10 4 0 2 Very Low 22 6 3 Low Medium 10 High 20 13 Very High 44 Percentage

Number of respondents 2 3 22 10 13 50

Percentage 4 6 44 20 26 100

26

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4.1.13 Table showing opinion about advertising strategy given by the company Decisions Very Poor Not Good Average Good Very Good Total Source: Primary data Interpretation : Out of 50 sample 2% of respondents are Very Poor, 8% of respondents are Not Good, 40% of respondents are Average, 22% of respondents are Good and the rest of 28% belongs to Very Good 4.1.13 Chart showing opinion about advertising strategy given by the company
Very Poor Not Good Average Good Very Good

Number of respondents 1 4 20 11 14 50

Percentage 2 8 40 22 28 100

2 28 14 1 4

20 11 22

40

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4.1.14 Table showing attitude and behavior of dealers and retailers Decisions Very Poor Not Good Average Good Very Good Total Source: Primary data Interpretation : Out of 50 sample 4% of respondents are Very Poor, 6% of respondents are Not Good, 30% of respondents are Average, 26% of respondents are Good and the rest of 34% belongs to Very Good. 4.1.14 Chart showing attitude and behavior of dealers and retailers
Percentage Number of respondents

Number of respondents 2 3 15 13 17 50

Percentage 4 6 30 26 34 100

Very Good Good Average Not Good Very Poor 0 6 4

17 13 15 3 2 26 30

34

10

15

20

25

30

35

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4.1.15

Table showing labeling of Kitexs product Decisions Strongly Disagree Disagree Neutral Agree Strongly Agree Total Number of respondents 2 7 16 11 14 50 Percentage 4 14 32 22 28 100

Source: Primary data Interpretation : Out of 50 sample 10% of respondents are Strongly Disagree, 6% are Disagree, 34% of respondents are Neutral, 22% of respondents are Agree and the rest of 28% belongs to Strongly Agree 4.1.15 Chart showing labeling of Kitexs product
35 30 25 20 15 10 5 0 Strongly Disagree Disagree Neutral Agree Strongly Agree Number of respondents Percentage

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4.1.16 Table showing Offers provide by the Kitex Decisions Strongly Disagree Disagree Neutral Agree Strongly Agree Total Source: Primary data Interpretation : Out of 50 sample 4% of respondents are Strongly Disagree, 6% are Disagree, 34% of respondents are Neutral, 24% of respondents are Agree and the rest of 32% belongs to Strongly Agree 4.1.16 Chart showing Offers provide by the Kitex
35 30 25 20 15 10 5 0 Strongly Disagree Neutral Disagree Agree Number of respondents Percentage

Number of respondents 2 3 17 12 16 50

Percentage 4 6 34 24 32 100

Strongly Agree

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4.2 Chi-Square Test

4.2.1 Comparison of habit of purchase and Important factors that makes to purchase by using Chi-Square.
Null hypothesis: (Ho)

There is no relationship between habit of purchase and important factors that makes to purchase Count Crosstab-1 IMPORTANT FACTORS THAT WHICH MAKES TO YOU PURCHASING OUR PRODUCT AVAILAB GOOD REASONA DURABILI BRANDN ILITY QUALITY BLE TY AME PRICE Do you YES have the habit of purchase NO our product regularly Total (Table: 4.1.17) 2 13 8 12 0 Total

35

14

15

2 Chi-Square Tests-1 Value df

13

13

14

50

Asymp. Sig. (2sided) 4 4 1 .000 .000 .000

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

45.604a 54.036 28.259 50

(Table: 4.1.18) a. 6 cells (60.0%) have expected count less than 5. The minimum expected count is .60. INFERENCE: The asymp.sig value (.000) is lesser than the level of significance (0.05) so we reject our hypothesis Ho. That is an association between habit of purchase and important factors that makes to purchase
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4.2.2 Comparison of habit of purchase of product and Satisfaction of the customer after consuming the product by using Chi-Square test. Null hypothesis: (Ho) There is no relationship between habit of purchase of product and Satisfaction of the customer after consuming the product by using Chi-Square test. Crosstab-2 Count SATISFACTION OF THE CUSTOMER AFTER CONSUMING THE PRODUCT HIGHLY DISSATISFI NEUTRAL SATISFIED HIGHLY DISSATISFI ED ED Do you YES have the habit of purchase NO our product regularly Total (Table: 4.1.19) 2 7 16 10 0 35 SATISFIED Total

14

15

2 Chi-Square Tests-2 Value df

16

11

14

50

Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases

45.671a 54.384 29.860 50

Asymp. Sig. (2-sided) 4 .000 4 .000 1 .000

(Table: 4.1.20) a. 7 cells (70.0%) have expected count less than 5. The minimum expected count is .60. INFERENCE: The asymp.sig value (.000) is lesser than the level of significance (0.05) so we reject our hypothesis Ho. That is an association between habit of purchase of product and Satisfaction of the customer after consuming the product

49

CHAPTER-V FINDINGS, SUGGESTIONS AND CONCLUSSION

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5.1 FINDINGS:
It inferred that respondents 36% are self employed, 26% are homemakers, 22% are Govt. Employees, and balance 16% are working in Private companies.. etc It inferred that 30% are trusting the Kitex product Neutrally and 30% are agree rest of them are only Disagree about the brand because they are aware of the product Basis on the analysis 28% are Neutrally believe the price of the Kitex product is reasonable, 36% are agree and also 36% are disagree From this analysis 30% are agree with the average quality and 24% belongs to excellent quality, and 20 % are agree with good quality. Rest of them are only dislike the quality. Based on this analysis 50% are agree that the package protecting the product from the damage and 32% are neither agree nor disagree, and rest of the 18% only disagree. From the analysis 28% of the respondents are attracting the product because of brand name, 26% are depending on the good quality, 26% are based on durability. It inferred that 44% of respondents are says that influence of media on brand image is in a medium level and 26% are very high, 20% are high balance people only are poor and very poor. Here, we can understand that most of the respondents are agree that, the company providing only the average level of advertising. That is 40% of people. From the analysis 32% of respondents are very strongly agree that the advertising of the company really helps to make aware of the people. From the above analysis there is an association between habit of purchase and important factors that makes to purchase. Based on the analysis there is an association between habit of purchase of product and Satisfaction of the customer after consuming the product

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5.2 SUGGESTIONS:
KITEX try to improve their promotional strategies to capture more loyal customers. KITEX has to concentrate on their product line most customers are saying that their product diversity is poor, so for capture more market they have to bring more products in their product line. Company has to concentrate more customer service activities, promotional activities, and then only they can maintain brand loyalty. KITEX have to think about a line stretching, for increase depth of customers, for that they can chose whether Foot wear or Cosmetic type of products, which gives more vote during my survey From the finding, the company having only average levels of advertisement so the in order to improve the brand loyalty, they have to promote more advertisement. And adopt more technique in advertisement. The finding says that the majority of the respondents are purchasing the product because of the factor of Brand image. So that the company has to maintain the Brand image to keep brand loyalty

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5.3 CONCLUSION
Brand loyalty, in marketing, consist of a consumers commitment to repurchase or otherwise continue using the brand and can be demonstrated by repeated buying of a product or service or other positive behavior such as word of mouth advocacy. From the point of view of many marketers, loyalty to the brand- in terms of customer usage- is a key factor. KITEX has good brand image in Kerala. I did my study in Ernakulam district. As a result of my study the Success of the Kitex Company is purely depend on the brand loyalty So that they want to perform well in order to keep for the long time ago till the life time of the company. I hope this study will help the company to make some decisions in the future by improving their service to their customers.

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BIBLIOGRAPHY

54

6.1 BIBLIOGRAPHY
Books:I. Kotler Philip, "Marketing management" 2. Kothari C.R, "Research Methodology", 3. Schoell F William & Guiltinan P Joseph, "Marketing: Contemporary Concepts & Practices", 4. Periodicals, Magazines, Notices, Brochures, Books etc, of the Company 5. Joshi R.L., Manoria C.B, Principles and practices of marketing in India, Kitab Mahal 1985 6. R.L Potti., Quantitative Techniques, Yamuna Publications, 2002. 'Web-sites visited:1. www.annaaluminium.com 2. www.textileindustryindia.com 3. www.keralatestileindustry.com 4. www.wikipedia.edu

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APPENDIX

56

Questionnaire:

Respected madam, As a part of my project I would like to gather some information from you which will help me in an in depth study of project. The information provided by you will be kept confidential and will be used for academic purpose only. I would be obliged if you co-operate with me in filling the questionnaire.

Name of the respondent 1. Age Below 20 21-30

:_________________________________________

31-40

40-59

60 above

2. Educational qualification Below 10th 3. Occupation Govt. Employee Others Private sector employee Self employed SSLC Pre Degree Degree PG

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4. You trust our brand :

a) Strongly disagree b) Disagree c) Neither agree not disagree d) Agree e) Strongly Agree

5. The price of our brand is Reasonable? : a) Strongly Disagree b) Disagree c) Neutral d) Agree e) Strongly Agree

6. What is your opinion about the quality of Kitex products? a) Very Poor b) Not good c) Average d) Good e) Excellent

58

7. What is your opinion about protection of packaging? a) Very Poor b) Not good c) Average d) Good e) Excellent

8. Do you have the habit of purchasing our product regularly? a) Yes b) No

9. What is the important factor that which makes you to purchase our products?

a) availability b) Good quality c) Reasonable price d) Durability e) Brand name

59

10. Are you satisfied after consuming our product? a) Highly Dissatisfied b) Dissatisfied c) Neutral d) Satisfied e) Highly Satisfied

11. Opinion about attractiveness of Kitex products? a) Strongly Disagree b) Disagree c) Neutral d) Agree e) Strongly Agree

12. What is your opinion about advertising strategy given by the company? a) Very Poor b) Not good c) Average d) Good e) Excellent

60

13. What is your opinion about the influence of advertisement media for brand image? a) Very low b) Low c) Medium d) High e) Very High

14. What you feel about attitude and behavior of dealers and retailers? a) Very Poor b) Not good c) Average d) Good e) Excellent

15. Are you satisfied with labeling of Kitexs products? a) Strongly Disagree b) Disagree c) Neutral d) Agree e) Strongly Agree

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16. Opinion about offers provide by the Kitex? a) Strongly Disagree b) Disagree c) Neutral d) Agree e) Strongly Agree

18. Any other suggestions if any

............................................................................................................................. ................... ................................................................................................................................................ ............................................................................................................................. ................... ........................................................................................................................ Thank You

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