Professional Documents
Culture Documents
By
Submitted to the
MAHATMA GANDHI UNIVERSITY
In partial fulfillment of the requirements for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION
Under the guidance of
Dr. ANDEZ GEORGE
Assistant Professor
CERTIF ICATE
This is to certify that the project report entitled, A Study on the Buyer
Behavior of Bombay Dyeing Products with Respect to Mumbai Franchises
is a bonafide record submitted by Ms. Rosemary Joseph, Reg. No.33136, in
partial fulfillment of the requirements for the award of the Degree of Master
of Business Administration during the academic years 2011-2013.
Date :
CERTIFICATE
This is to certify that the project report entitled, A Study on the Buyer
Behavior of BOMBAY DYEING Products with Respect to Mumbai
Franchises, has been successfully completed by Ms Rosemary Joseph, Reg.
No.33136, in partial fulfillment of the requirements for the award of degree
of Master of Business Administration, under my guidance during the
academic years 2011-2013 .
Date :
DECLARATION
I, Rosemary Joseph, Reg. No.33136, hereby declare that this project work
entitled A Study on the Buyer Behaviour of Bombay Dyeing Products with
Respect to Mumbai Franchises, is my original work. I further declare that
this report is based on the information collected by me and has not
previously been submitted to any other university or academic body.
Date:
ROSEMARY JOSEPH
Reg. No. 33136
ACKNOWLEDGMENT
The successful completion of this dissertation owes to the inspiration and the constant
support of so many persons. First of all, I would like to thank Almighty God for his blessings
and for being with me all the way through.
I am obliged to the various individuals below, for their crucial role in helping to transform a
bunch of disorganized ideas and crude figures into this study.
First and foremost I would like to thank our Director, Dr. RADHA P. THEVANNOOR for
her valuable suggestion and ideas about the conduct of the study.
I thank Mr. RAJ. V. SINHA, the General Manager, RDS department, for allowing me to do
my Industrial Project in THE BOMBAY DYEING & MANUFACTURING COMPANY
Ltd
Next I wish to thank all the employees in the RDS department for their valuable support,
guidance throughout the course of the study.
I also extend my heartfelt thanks to my faculty guide Dr. ANDEZ GEORGE for his objective
guidance during the course of the project.
I place on record my sincere thanks to my family, friends and all those who directly and
indirectly helped me in this endeavor.
vi
EXECUTIVE SUMMARY
This study aims to understand the buyer behavior on the different Bombay Dyeing
products. This study is conducted under the guidance of Mr. Raj. V. Sinha, General
Manager, Sales. The study conducted under the company in Mumbai and its different
franchisees in Mumbai.
The general objective of this study is to analyze the buyer behavior and the impacts of it on
the different bed and bath products of the company. From the detailed analysis of the
survey conducted we get a general view of which products of both bed and bath is in
demand and which is not.
The study also satisfies the specific objectives to a great extent. We get a general idea of
what age group and which gender prefers more of the company products and what makes
them come over and over again as they stick on to the brand, Bombay Dyeing.
The findings of the study have been arrived at, that the most moving bed linens during the
study period was Zinnia, Flora and Ambrosia mainly due to the price range and the designs
and the vibrant colors available within a budgeted range. Likewise, in the bath items, the
most moving were Santino, Alpine, Flora as of there price range and the variant colors
availability. Though all the products are preferred of the company mostly the above
mentioned were sold out during the study period from the 12 stores of the company.
By the study it was clearly understood that the quality available within a descent price
range makes Bombay Dyeing different from the competitors and become the people choice
to their home.
vii
TABLE OF CONTENTS
CHAPTER
TITLE
NO.
ONE
PAGE NO.
ACKNOWLEDGEMENT
vi
EXECUTIVE SUMMARY
vii
LIST OF FIGURES
LIST OF TABLES
xii
INTRODUCTION
2-11
1.7. Methodology
10
10
10
11
viii
11
CHAPTER
NO.
TWO
THREE
TITLE
INDUSTRY, COMPANY, PRODUCT PROFILE
12-30
12-22
23-26
27-30
FOUR
PAGE NO.
32-44
32
46-49
46
4.2 Conclusion
49
BIBLIOGRAPHY
50
ANNEXURE
52-55
ix
LIST OF FIGURES
FIG NO.
3.1
3.2
3.3
TITLE
PAGE NO.
32
33
34
3.4
35
3.5
36
3.6
3.7
3.8
3.9
37
38
39
40
3.10
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3.11
42
FIG NO.
3.12
TITLE
PAGE NO.
43
3.13
xi
44
LIST OF TABLES
TABLE
NO.
1.1
3.1
3.2
3.3
TITLE
PAGE NO.
15
32
33
34
3.4
35
3.5
36
3.6
3.7
3.8
3.9
37
38
xii
39
40
TABLE
NO.
TITLE
PAGE NO.
3.10
41
28/9/2012
3.11
3.12
42
43
3.13
xiii
44
CHAPTER I
INTRODUCTION
INTRODUCTION
The study on the buyer behavior of the Mumbai population and its regard to the products
associated with the company, Bombay Dyeing. The buyer behavior explains all about the
details regarding to the general behavior of the studied population. The general pattern, the
way and methods of each buyer and how they end up choosing a product among the variety
they have and the classification they have about choosing it.
To know the potential of the Bombay Dyeing bath and bed products across Mumbai and
understand it through a thorough study of the behavior of the buyer visiting the franchisee
stores.
determine the price of television set; it is more difficult to determine its performance
charactericts under various conditions or its expected need for repairs.
This article contends that limitations of consumer information about quality have profound
effects upon the market structure of consumer goods. In particular, monopoly power for a
consumer good will be greater if consumers know about the quality of only a few brands of
that good. (Raska and Nichols, 11:423-442)
HOW CONSUMER BUY?
1. Need/Want/Desire is Recognized
In the first step the consumer has determined that for some reason he/she is not satisfied (i.e.,
consumer's perceived actual condition) and wants to improve his/her situation (i.e.,
consumer's perceived desired condition). For instance, internal triggers, such as hunger or
thirst, may tell the consumer that food or drink is needed. External factors can also trigger
consumer's needs. Marketers are particularly good at this through advertising, in-store
displays and even the intentional use of scent (e.g., perfume counters).
2. Search for Information
Assuming consumers are motivated to satisfy his or her need, they will next undertake a
search for information on possible solutions. The sources used to acquire this information
may be as simple as remembering information from past experience (i.e., memory) or the
consumer may expend considerable effort to locate information from outside sources (e.g.,
Internet search, talk with others, etc.). How much effort the consumer directs toward
searching depends on such factors as: the importance of satisfying the need, familiarity with
available solutions, and the amount of time available to search.
3. Evaluate Options
Consumers' search efforts may result in a set of options from which a choice can be made. It
should be noted that there may be two levels to this stage. At level one the consumer may
create a set of possible solutions to their needs (i.e., product types) while at level two the
3
consumer may be evaluating particular products (i.e., brands) within each solution. For
example, a consumer who needs to replace a television has multiple solutions to choose from
such as plasma, LCD and CRT television.
4. Purchase
In many cases the solution chosen by the consumer is the same as the product whose
evaluation is the highest. However, this may change when it is actually time to make the
purchase. The "intended" purchase may be altered at the time of purchase for many reasons
such as: the product is out-of-stock, a competitor offers an incentive at the point-of-purchase
(e.g., store salesperson mentions a competitor's offer), the customer lacks the necessary funds
(e.g., credit card not working), or members of the consumer's reference group take a negative
view of the purchase (e.g., friend is critical of purchase).
5. After-Purchase Evaluation
Once the consumer has made the purchase they are faced with an evaluation of the decision.
If the product performs below the consumer's expectation then he/she will re-evaluate
satisfaction with the decision, which at its extreme may result in the consumer returning the
product while in less extreme situations the consumer will retain the purchased item but may
take a negative view of the product. Such evaluations are more likely to occur in cases of
expensive or highly important purchases. To help ease the concerns consumers have with
their purchase evaluation, marketers need to be receptive and even encourage consumer
contact. Customer service centers and follow- up market research are useful tools in helping
to address purchasers' concerns. This hypothesis (Minimard and Engel 8) suggested this
theory (Batra, Kazmi 3-29)
WHY CONSUMERS BUY?
Customers make purchases in order to satisfy needs. Some of these needs are basic and must
be filled by everyone on the planet (e.g., food, shelter) while others are not required for basic
survival and vary depending on the person. It probably makes more sense to classify needs
that are not a necessity as wants or desires. In fact, in many countries where the standard of
4
living is very high, a large portion of the population's income is spent on wants and desires
rather than on basic needs.
For example, in planning for a family vacation the mother may make the hotel reservations
but others in the family may have input on the hotel choice. Similarly, a father may purchase
snacks at the grocery store but his young child may be the one who selected it from the store
shelf. So understanding consumer purchase behavior involves not only understanding how
decisions are made but also understanding the dynamics that influence purchases.
TYPES OF CONSUMER PURCHASE BEHAVIOR
Consumers are faced with purchase decisions nearly every day. But not all decisions are
treated the same. Some decisions are more complex than others and thus require more effort
by the consumer. Other decisions are fairly routine and require little effort. In general,
consumers face four types of purchase decisions:
Minor New Purchase these purchases represent something new to a consumer but in
the customer's mind is not a very important purchase in terms of need, money or other
reason (e.g., status within a group).
Minor Re-Purchase these are the most routine of all purchases and often the
consumer returns to purchase the same product without giving much thought to other
product options (i.e., consumer is brand loyalty).
Major New Purchase these purchases are the most difficult of all purchases because
the product being purchased is important to the consumer b ut the consumer has little
or no previous experience making these decisions.
confidence in making this type of decision often (but not always) requires the
consumer to engage in an extensive decision- making process..
Major Re-Purchase - these purchase decisions are also important to the consumer but the
consumer feels confident in making these decisions since they have previous experience
purchasing the product.
For marketers it is important to understand how consumers treat the purchase decisions they
face. If a company is targeting customers who feel a purchase decision is difficult (i.e.,
Major New Purchase), their marketing strategy may vary greatly from a company targeting
customers who view the purchase decision as routine. In fact, the same company may face
both situations at the same time; for some the product is new, while other customers see the
purchase as routine. The implication of buying behavior for marketers is that different
buying situations require different marketing efforts (Blackwell 6-15; Batra 3-13)
Cons umer Buying Decision Process
"Nothing is more difficult and therefore, more precious, than to be able to decide is quoted
to be the words of Napoleon. This is amply true in the case of consumer too. It is for this
reason that the marketers are bound to have a full knowledge of the consumer buying
decision process.
However it should be remembered that the actual act of purchasing is only one stage in the
process and the process is initiated at the several stages prior to the actual purchase. Secondly
even though we find that purchase is one of the final links in the chain of process, not all
decision processes lead to purchase. The individual consumer may terminate the process
during any stage. Finally not all consumer decisions always include all stages. Persons
engaged in extensive decision making usually employ all stages of this decision process.
Whereas those engaged in limited decisions making and routine response behaviour may
omit some stages. The consumer decision process is composed of two parts, the process itself
and the factors affecting the process. (Batra 371-489)
ECONOMIC FACTOR AFFECT THE BUYER'S BEHAVIOUR
1.Disposal personal income :
The economists made attempts to establish a relationship between income and spending.
Disposal personal income represents potential purchasing power that a buyer has. The
change in income has a direct relation on buying habits.
Lower the price of substitute products, lower the sales of this product
Psychographics (lifestyle),
Attitudes,
Beliefs, and
Feelings.
Demographics,
Consumer behaviour concern with consumer need consumer actions in the direction of
satisfing needs leads to his behaviour of every individuals depend on thinking process.
EXTERNAL INFLUENCES OF BUYERS
Culture,
Sub-culture,
Locality,
Royalty,
Ethnicity,
Family,
Social class,
Reference groups,
The project will help in finding out what strategies to make in order to fulfill the needs and
wants of the customers and create a competitive advantage in the retail market.
To study the buyer behavior of the Bombay Dyeing products with respect to the different
franchisees in Mumbai.
Specific objectives:
Purchase factors
Post-purchase evaluation
RESEARCH DESIGN
Descriptive Design:
A descriptive research design is adopted for the study. A research design is plan of
action or blue print for the collection and analysis of data. Descriptive research design is
concerned with the detail description of certain functional variables and characte ristics
of a problem situation
The major purposes for which descriptive research designs are commonly used include
the following:
Nature of the study undertaken is descriptive and the population which has been taken
under are the potential customers visiting the 12 franchisee outlets of Bombay Dyeing
across Mumbai
Unit of Study are the consumers in the franchisee stores of around 180 in number from
the observed stores
Primary data:
The investigator himself collects primary data for the first time thus it is orginal in
character. The collection of primary data is expense and time consuming.
10
In this project, primary data is collected through questionnaire by observing the buyers
in the Bombay Dyeing franchise stores, Mumbai.
Secondary Data:
Secondary data was collected by studying annual report of the company and other
competitors. The websites of competitors were also studied for this purpose & data was
gathered.
Various MS Excel tools were used for data analysis. These included pie charts, bar
graphs & line graphs. These were used so as to represent the facts and figures in an
easily understandable manner.
Data was collected from a small sample size, so it cannot be generalized for
entire country.
11
CHAPTER II
INDUSTRY, COMPANY, PRODUCT
PROFILE
12
INDUSTRY PROFILE
1.1 Background
Indian textile industry is one of the leading textile industries in the world. Though was
predominantly unorganized industry even a few years back, but the scenario started changing
after the economic liberalization of Indian eco nomy in 1991. The opening up economy gave
the much- needed thrust to the Indian textile industry, which has now successfully become
one of the largest in the world.
India textile industry largely depends upon the textile manufacturing and export. It also plays
a major role in the economy of the country. India earns about 27% of its total foreign
exchange through textile exports. Further, the textile industry of India also contributes nearly
14% of the total production of the country. It also contributes around 3% to the GDP of the
country. India textile industry is also the largest in terms of employment generation. It not
only generates jobs in its own industry, but also opens up scopes for the other ancillary
sectors. India textile industry currently generates employment to more than 35 million
people.
Indian textile industry can be divided into several segments, some of which can be listed as
below:
Cotton textiles
Silk textiles
Woolen textiles
Readymade textiles
Hand-crafted textiles
13
The Indian textile industry contributes about 14 per cent to industrial production, 4% to the
countrys gross domestic product and 17% to the countrys export earnings.
The industry provides direct employment to over 35 million people and is the second largest
provider of employment after agriculture.
Fabric production rose to 60996 million sq meters in FY 2011 from 52,665 million sq meters
in FY 2007
Production of raw cotton grew to 32.5 million bales in FY11 from 28 million bales in FY07,
while production of man-made fiber rose to 1281 million kgs in FY11 from 1139 million kgs
in FY07. Production of yarn grew to 6233 million kgs in FY11 from 5183 million kgs in
FY07.
India has the potential to increase its textile and apparel share in the world trade from the
current level of 4.5 % to 8% and reach US$ 80 billion by 2020.
Exports of textile grew to USD26.8 billion in FY10 from USD 17.6 billion in FY06. Indias
textile trade is dominated by exports with a CAGR of 6.3% during the same pe riod.
Further, the government is set to launch US$ 44.21 million mission for promotion of
technical textiles, while the finance Ministry has cleared setting up of four new research
14
centers for the industry, which include products like mosquito and fishing nets, shoe laces
and medical gloves.
Further, the government is set to launch US$ 44.21 million mission for promotion of
technical textiles, while the finance ministry has cleared setting up of four new research
centers for the industry, which include products like mosquito and fishing nets, shoe laces
and medical gloves.
.
TABLE 1.1. MAJOR PLAYERS IN TEXTILE INDUSTRY
COMPANY
Aravind Mills
Raymonds Ltd
Alok Industries
Aditya Birla Nuvo Ltd.
Madura garments
Jayashree Textiles
Indian Rayon
Century textiles
Welspun India
Bombay Dyeing
BUSINESS AREAS
Spinning, weaving, processing & garment production (denims,
shirting, khakis, Knitwear)
Worsted suiting, tailored clothing, denim, shirting, woolen
outerwear
Home textiles, woven & knitted apparel fabric, garments &
polyester yarn
Madura garments- lifestyle market (Louis Philippe,
VanHeusen, Allen Solly, The Collective)
Jayashree Textiles- Domestic linen & worsted yarn
Indian Rayon- viscose filament yarn
Trend setter in cotton textiles, presence in yarn, denim, viscose
filament rayon yarn.
Home textiles, bathrobes, terry towels.
Bed linen, towels, furnishing, fabric for suits, shirts, dresses and
saris in cotton & polyester blends
15
India has been experiencing strong performance in the textile industry, across different
segments of the value chain, from raw materials to garments. Domestic production has been
growing, as well as exports.
17
The textile industry, being one of the most significant sectors in the Indian economy, has
been a key focus area for the Government of India. A number of policies have been put in
place to make the industry more competitive.
18
3. MAJOR PLAYERS
4.1 Opportunities
Indias strong performance and growth in the textiles sector is aided by several key
advantages that the country enjoys, in terms of easy availability of labour and material,
buoyant and large market demand, presence of supporting industries and supporting policy
initiatives from the government. These advantages can be exhibited within the framework
given in the figure below, and are further discussed in the subsequent sections.
4.2 Challenges
The Indian textile industry faces a host of constraints:
Fragmented structure with the dominance of the small scale sector
High power costs
Rising interest rates and transaction costs
Unfriendly labour laws
Logistical disadvantages in terms of shipping costs and time pose serious threats to its
growth
Foreign investments are not coming in as the overall factors influencing the industry are
not investment friendly
22
COMPANY PROFILE
new opportunities for business. In the late 19th century, Bombay was one of the major cotton
ports of the world. Nowrosjee Wadia sensed an opportunity in India's mushrooming textile
industry and on August 23, 1879, Bombay Dyeing was founded in a humble redbrick shed.
Since then, Bombay Dyeing has grown into one of India's largest producer of text iles. The
company also diversified and pioneered the manufacturing of various chemicals.
Business activities
Textiles It manufactures wide range of cotton suitings, polyester cotton suitings, shoe lining
and duck fabrics, satin furnishings, yarn dyed fabrics, towels, table tops and napkins, satin
bed sets, etc. Textile manufacturing is main activity of Bombay Dyeing with 5 manufacturing
facilities confirming to international standards.
Its daily production of fabrics is 300000 meters.
Nearly 50% of Bombay Dyeing's production is exported to USA, Canada, UK, Germany,
Netherlands, Italy, France, Poland, Czechoslovakia, New Zealand, Switzerland, and many
more countries.
Its spinning and winding facilities has an installed capacity of 135,336 ring spindles.
Che micals Bombay Dyeing is the largest manufacturer of Dimethyl Terephthalate (DMT) in
India.It has a capacity to manufacture 165000 tonnes per annum (TPA). DMT is raw material
for manufacturing polyester fibre, film, filament & yarn and engineering plastics.
Milestones
Bombay Dyeing has received ISO-9002-1994 certification for 'Quality Management System'.
It has also received ISO-14001-1996, certification for 'Environmental Management System'.
It has been honoured with BVQI's 'SAFETYCERT' certification for 'Occupational Health &
Safety Management System (OHSMS).
24
The company has also won SRTEPC and TEXPROCIL Gold Trophies for its outstanding
export performance for poly cotton blended fabrics and made-ups.
Award & Recognition
- Super Brand 2006-2007 in recognition of its commitment to constantly providing value to
the customer.
- Images Fashion Award 2006 as Best Brand in the Home Fashion Category.
- Home and Lifestyle - Retailer of the year 2005 award, instituted by ICICI bank Payment
Solutions and KSA Technopak.
The Bombay Dyeing Mfg. Co. Ltd: Bombay Dyeing & Manufacturing Co. Ltd is India's
leading producer of textiles.
Bombay Dyeing - DMT: Bombay Dyeing - DMT is the largest manufacturer of Dimethyl
Terephthalate (DMT) in India. DMT is a raw material for the manufacturer of Polyester fibre,
film, filament & yarn and engineering plastics.
National Peroxide Ltd.: The company is a pioneer and leader in India in peroxygen
chemicals.
Bombay Burmah Trading Corpn Ltd: The company is engaged in plantations and
produces tea, coffee, cardamom, black pepper and rubber.
Britannia Industries Ltd: It is the largest company in the Indian Food processing industry.
Its product range includes Breads and Cakes.
Wadia BSN India Ltd: The company was set up in 1994 through tie-up between the Wadias
& Groupe Danone. It plans to introduce packaged foods from the Danone's international
range.
Formica India Division: The company produces high grade industrial laminates for the
electronic, electrical and other industries.
25
B.R.T Ltd: The company produces textile machinery accessories. It is the market leader in
ring, ring travellers, open end rotors and opening roller-spinning machinery accessories for
cotton and synthetic yarns.
BCL Springs Division: BCL Springs Division is the second largest producer of precision
springs. It is a trusted brand in the automobile, consumer durable, electrical, textile &
ammunition industries.
Afco Industrial and Chemicals Ltd: Product range includes battery chargers, DC systems,
Inverters & converters, static voltage regulators & heat sinks.
Ghe rzi Eastern Limited: Gherzi Eastern Limited is a joint venture public limited company
between Bombay Dyeing Group and Gherzi Organisation, Zur ich (Switzerland). The
company was formed to provide consultancy services in the field of textile industry. Today,
the company has diversified its services in the field of Transportation / Highways, Bridges /
Flyovers, Environment, Townships, Housing, Urban development, Water and Waste Water
Engineering, Tourism, Hotels, Industrial projects and other infrastructural projects.
26
PRODUCT PROFILE
1. BATH LINENS
TOWELS
a) TULIP TOWEL
The sub-brand has functional towels with good durability. It has withstood the test of time
and is the most recognized sub-brand in the market. The color pallet has wide spectrum of
colors from light pink to dark blue, and maroon. These are very popular for gifting by
pharmaceutical companies and referred as 'Standard towels' in reputed public tenders.
b) SANTINO TOWEL
These vibrant towels have specially combed yarn pile to reduce lint/ fluff. Available in
oranges and purples, The Santino is young and lively.
c) FLORA TOWEL
It's a value for money product with mass appeal. The colors are soothing hues of pinks,
browns, blues and greens
f) SOYA TOWEL
Bombay Dyeing presents eco- friendly towels made of Soya fiber. Soya is extremely versatile
and known for its health benefits. The fiber is lustrous and soft to touch. These Soya cottons
are a part of our Nature's Bouquet range of supreme premium, eco- friendly towels.
g) LINEN TOWEL
Exquisite linen towels, part of Nature's Bouquet range of super premium range of Bombay
Dyeing, are made from fine linen blended with cotton and re- generated cellulose. Lushness,
durability and absorbency are the hallmarks of this natural towel. The finest in Bathroom
Luxury
h) BAMBOO TOWEL
Combining nature with technology, Bamboo is blended with cotton and the Zero Twist
Spinning technology. Making it highly absorbent and ultra-soft. This lustrous and odour free
towel come in soothing colors and design.
2. BED SHEETS
A. URBAN LIVING
An elegant collection of Urban Living bed linens which glorifies the interior dcor with its
extraordinary charm. A unique collection from Bombay Dyeing, the bed linens are soft to
touch and attractive to look at. Inspired by the urban lifestyles, these bed linens infuse haute
couture with the classic essence of a luxurious home.
B. COUNTRY ROMANCE
An elegant collection of Urban Living bed linens which glorifies the interior dcor with its
extraordinary charm. A unique collection from Bombay Dyeing, the bed linens are soft to
touch and attractive to look at. Inspired by the urban lifestyles, these bed linens infuse haute
couture with the classic essence of a luxurious home.
28
C. REVEL
These trendy bed sheets in bold and vivid colors, with youthful spirit of fun adventure and
dynamism add color to life.
D. BLUSH
Coming from the finest gardens, Bombay Dyeing brings to you the Blush bed sheet
collection. With vines and flowers, we intend to introduce the warmth of nature to your bed
room.
E. GLOW
Transcending look from day to night, these bed-sheets carry a magical mystery of elements
that 'glow in the dark'Holding sure promises of fun! Targeted towards lids, this range has bed
sheets containing dolphins, candles, stars etc.
F. FLORAL FANTASY
The perfect combination of nature and art. Detailed to perfection, this collection is specially
crafted keeping in mind the requirements of the masses.
3. BED SPREADS
A. WENDELL COLLECTION
B. SABYSACHI COLLECTION
C. BEAUCALE
D. BLOOMS
E. ENIGMA
F. FRESHIA
29
4. BED COVERS
A. HI- TIDE
B. BED ACCESSORIES
C. AUTUMN DESIRES
D. SORBET
E. FLORA
30
CHAPTER III
DATA ANALYSIS & INTERPRETATION
31
PRE- PURCHASE
FREQUENCY
PERCENTAGE
MALE
68
38
FEMALE
112
62
TOTAL
180
100
Source: primary
Figure showing the gender of the observed customers Figure No. 3.1
INTEPRETATION: Around 62 percent of the observed customers who made their purchase
in the stores during the study period are females around the age group of middle age of 30-40
(Fig.no.3.7)as these decisions are being preferred and made by the female members of the
family than male members. 38 percent of the total visited along with their counter parts to
help in the purchase decision
32
Table No. 3.2 Showing how often the observed customers come for the purchase in the store
RESPONSES
FREQUENCY
PERCENTAGE
Once a month
44
24
Every fortnight
21
12
Weekly
Occasionally
115
64
TOTAL
180
100
Source: primary
Figure showing how often the observed customers come for the purchase in the store, Figure
3.2
33
Table No. 3.3 Showing what factors exclusively make the observed customers purchase from
the store.
FACTORS
FREQUENCY
PERCENTAGE
Quality
72
40
Cleanliness
10
Relationship
15
Selection
31
17
Print designs
52
29
TOTAL
180
100
Source: primary
Figure showing what factors exclusively make the observed customers purchase from the
store, Figure 3.3
INTEPRETATION: As the company Bombay Dyeing is known for its quality over the
years from its origin. Even the observed customers under the study conducted also agreed to
the same as the reason to make their purchase from the outlets. Followed by the print designs
and the selections available in each of these stores make it a point for the customers very
little options to switch from the brand.
34
Table No. 3.4 Showing whether the communication line is satisfactory in the stores that the
customers find no complexity in approaching the stores.
RESPONSES
FREQUENCY
PERCENTAGE
To a great extend
97
54
Some what
57
32
Very little
21
11
Not at all
TOTAL
180
100
Source: primary
Figure showing whether the communication line is satisfactory in the stores that the
customers find no complexity in approaching the stores, Figure 3.4
INTEPRETATION: 54 percent of the customers from the outlets of the company agreed
that the customer salesperson interaction is satisfactory that they find it easy for the purchase
and also for the improvements for the salesperson. Comparing with the other options only 3
percent disagreed that they find it difficult to go along with them as their preference is more
of self service
35
Table No. 3.5 Showing whether the customers prefer the interactive product experience
which is being offered in the stores relating to the different purchase and its features
RESPONSES
FREQUENCY
PERCENTAGE
To a great extend
88
49
Some what
69
38
Very little
19
11
Not at all
TOTAL
180
100
Source: primary
Figure showing whether the customers prefer the interactive purchase experience which is
being offered in the stores relating to the different products and its features, Figure 3.5
INTEPRETATION: The figure shows a declining trend to the options being provided to the
customers. Around 49 percent of the customers showed a positive response to the interactive
purchase experience offered to them in the stores relating to the products and services in the
stores as they say that the sales person knows more about the stores and the products that
they have to mention the attributes and rest of the job will be made ease by them. While 2
percent claim they prefer the self- service facility
36
Table No. 3.6 Showing whether the franchisees been able to meet per the requirements of
the customers
RESPONSES
FREQUENCY
PERCENTAGE
To a great extend
90
50
Some what
53
29
Very little
32
18
Not at all
TOTAL
180
100
Source: primary
Figure showing whether the franchisees been able to meet per the requirements of the
customers, Figure 3.6
PURCHASE
Table No. 3.7 Showing the age group of the purchaser.
CATEGORIES
FREQUENCY
PERCENTAGE
18- 25
26- 45
106
59
45 & ABOVE
74
41
TOTAL
180
100
Source: primary
INTEPRETATION: Most of the purchase being observed from the different outlets of
Bombay Dyeing showrooms across Bombay shows that around 59 percent of the revenue
contributes to these outlets are adults who fall under the age group of 30- 40 and the rest 41
percent are the senior citizens who falls under the age group of 40 and above as the company
offers services which are to decided by the elder members of the family so no teenagers
where to seen making purchase from these outlets.
38
Table No. 3.8 Showing the fast moving bed sheets of Bombay Dyeing during the observed
study period
BRANDS
FREQUENCY
PERCENTAGE
FLORA
25
15
ZINNIA
11
AMBROSIA
17
10
117
69
TOTAL
170
100
Source: primary
Figure showing the fast moving bed sheets of Bombay Dyeing during the observed study
period, Figure 3.8
INTEPRETATION: Flora, Ambrosia and Zinnia topped in the customer preference in the
bed sheets category of the company from these observed outlets as per the floral designs and
the color variance available in these bed sheets than the other 42 brands of the company. And
the additional feature of these bedsheets are that it falls under the general category of pricing
that the customers dont fell they are heavily priced and still they get the quality products
rated economically with different patterns
39
Table No. 3.9 Showing the fast moving bed linens of Bombay Dyeing during the observed
study period
BRANDS
FREQUENCY
PERCENTAGE
FLORA
35
10
SANTINO
62
18
TULIP
78
22
175
50
TOTAL
350
100
Source: primary
Figure showing the fast moving bed linens of Bombay Dyeing during the observed study
period, Figure 3.9
INTEPRETATION: Tulip, Santino & Flora has been distinctly been separated from the
other 32 brands by being the most moved bath linens of the company as they are economical
and the quality products with different color variants and the patterns available. These
products are the most moving so they never go out of stock for each outlets. Though the price
is economical the quality is not being compromised in these products as of the company
policy. The other 32 bath linens contribute a to tal of 50 percent of the total.
40
Table No. 3.10 Showing classification of the bills issued to the customers on the basis of
amounts received during 12/9/2012 to 28/9/2012.
PRICE PER BILL
FREQUENCY
PERCENTAGE
UPTO 1000
56
31
1000- 1500
35
20
1500- 2000
32
18
2000- 3000
22
12
35
19
TOTAL
180
100
Source: primary
Figure showing classification of the bills issued to the customers on the basis of amounts
received during 12/9/2012 to 28/9/2012., Figure 3.10
INTEPRETATION: 31 percent of the total bills falls under the category head up to 1000
rupees on the basis of the amounts received during the study period. As most of the moving
bed and bath items falls under the price category till 1000 rupees. Followed by the category
of 1000- 1500 the customers money spent on the company products is about 20 percent. As
most of the purchase as per stated above happens occasionally the bill rates during that
period is more compared to the daily basis in these observed outlets. This amount also
depends on the nearness of the outlets to the customer and their convenience.
41
POST PURCHASE
Table No. 3.11 Showing why the customers stick on to the brand Bombay Dyeing for a long
period of time.
FACTORS
FREQUENCY
PERCENTAGE
The quality
86
48
The designs
54
30
The customization
23
13
15
Others
TOTAL
180
100
Source: primary
Figure showing why the customers stick on to the brand Bombay Dyeing for a long period of
time, Figure 3.11
INTEPRETATION: Quality factor is driving factor which Bombay Dyeing has which
makes it distinct from the other brands and even the customers agreed on to it undoubtedly.
Since its origin the company is renowned for the quality not being compromised in their
products which being the differentiating feature in the company products. Followed by the
designs, customization options being provided by the company for the customer are well
enjoyed. And also the customer relation being maintained in each outlet with a feedback
book and the improvements made accordingly all attracts the customer to the store
42
Table No. 3.12 Showing how the customers rate the experiential marketing and the
merchandise technique adopted by the company
RESPONSES
FREQUENCY
PERCENTAGE
To a great extend
83
46
Some what
64
36
Very little
23
13
Not at all
10
TOTAL
180
100
Source: primary
Figure showing how the customers rate the experiential marketing and the merchandise
technique adopted by the company, Figure 3.12
43
Table No. 3.13 Showing what according to the customers make the company products
different so that they make their purchase there often
FACTORS
FREQUENCY
PERCENTAGE
Product availability
45
24
Different designs
32
18
Price ranges
32
18
Competitor advantages
19
11
29
16
Relationships
23
13
TOTAL
180
100
Source: primary
Figure showing what according to the customers make the company products different so
that they make their purchase there often, Figure 3.13
INTEPRETATION: Bombay dyeing has been in the Indian market for a long period of time
and they have been topped in the product quality aspect and the product availability even in
todays scenario the company tries to keep its values and promises to the customer that the
company can have the priority in comparison with its competitors. The price ranges being
given by the company without being compromising with the quality and the offers and
discounts provided according to the seasons and the relationship maintained with the
customers all protrudes the feature that the company is being preferred more and more
44
CHAPTER IV
SUMMARY OF FINDINGS,
SUGGESTIONS
45
Under the study period the findings made where the fast moving brands in the bed
brands were:
Flora
Ambrosia
Zinnia
This falls within the price range of upto 1000. The designs, patterns and the color range
available within the brands make it exquisite to the buyers to stick on to the brand and also it
falls under the decent budgeted price range.
In the bath items the fast moving brands were
Santino
Alpine
Flora
Falling under the price range of upto 200. The variant and the vibrant colors available within
a reasonable range make it more demanding among the customers.
The customers of the age group 45 & above visiting the stores are mainly due to the
availability of wide range of designs in the promised quality and the standards which
make the brand premium and distinguishable from its competitors.
The availability of the requirements suggested by the customers on time makes each
person visiting the store a potential customer to the company.
Most of the purchases are made by the age group 30-45 from the observed customers
The customer sticks onto the brands as of its high quality because of which the
company holds a high brand value
46
The experiential services being offered by the stores proves it helpful for the
customers to make their purchase easy and simple
The communication line provided by the stores are being well satisfactory since the
customers get a great help in selecting the required
The price ranges are being shown at a high rate by the brand which the customers feel
hard to cope with
The customers have at times been faced with the improper behavior and the
unavailability of stocks in the stores.
The feedback book being provided to the customers helps the customers to put in
their take on the service as well as the improvement of the store
47
SUGGESTIONS
On visiting the 12 different franchisees of Bombay Dyeing the following suggestions are
being put forward:
The packaging can be more convenient and more attracting as on comparing with the
Chinese brand products in the market which is being designed as carry bag model
making it easy for the customers to carry it around.
New innovative products in the market are being faced as a threat to the company. As
the competitor company Mona Lisa, a local brand has brought out a innovative
product which have the 3D effect that is now a trending product in the market.
As the company products are being rated as the high quality products by the
customers the company should take advantage of this by bringing out more variant
designs and color pattern than by the competitors, PORTICO and DDECOR.
The introduction of variants of products in much more reducible price range with no
compromise in quality can improve the customer intake into the store
More advertisements and more involvement in the market can make a boom in the
market comparing to now
Introduction of more and more offers rather than relucta nt into the festive seasons can
attract more customers
Taking into account what the customers want from the dealers and coming out a
general outcome with a satisfactory product can raise the margin of the company
As the company is known for the quality and the tradition associated the company can
seize the opportunity of raising the price as the customer can associate with the
quality but with the variety included
The relationship with the customer needs to be improved as there are complaints
regarding the services being provided by the sales person is not up to the mark which
in turn can affect the sales of the outlet.
48
CONCLUSION
This study, on the buyer behavior of the different products of Bombay dyeing. It describes in
detail about the different products of both bed and bath linens and everything related to the
subject.
Bombay Dyeing Manufacturing & Pvt Ltd co., Mumbai is one of the strong contributors to
the whole of the industries economy as a whole. Raising the company standards into a whole
new level by introducing and innovating the product line, it is trying to be the market leader
on a global scenario and also in the Indian scenario.
Despite the harnesses being faced by the industry with the governmental restrictions on the
sale and promotion the effort being put by the technological side of the company should be
appreciated. And the effective try on the introduction of whole new patterns, designs
according to the general needs and to the current trends and being ahead of the competitors
with these factors are worth the effort of the company approved by the customers whole over
India.
The study provided useful insights into the company and its functioning. Analyzing the buyer
behavior of the companies products and the factors which are affecting for product selling
and the getting an intact view on the most moving brands in both bed and bath collections
where really helpful to the study and also to the understanding of the company even more
better.
With the innovative and the usage of effective technologies the company will be effective in
achieving its future goals thus contributing to the countrys economy as a whole.
49
BIBLIOGRAPHY
Batra Satish and Kazmi S H H. Consumer Behavior. New Delhi: Excel Books, 2008. Print
Blackwell Roger, Miniard Paul and Engel James. Consumer Behavior. New Delhi: Vikas
Publishing House, 2002. Print
Bombay Dyeing, www.bombaydyeing.com. Mumbai: Bombay Dyeing.
Chairman. Annual Report. The Bombay Dyeing and Manufacturing Company Ltd.
Mumbai, 2011-2012. Print.
Google. Product profile, google. New Jersy : Google. 2011. Web.
Gronroos, Christian. Relationship approach to marketing in service contexts: The marketing
and organizational behavior interface. ScienceDirect.com. Elsevier Inc. 31 Feb
2010. Web. 25 Sept 2012
Prasad, L.M. Principles of Management. New Delhi: S.Chand & Sons, 2008. Print
Raska David and Nichols Bridget. The way consumers behave and why?.International
research review on consumer behavior 28.3(2012):432-442. Print
Scribed. Competitor Analysis, Scribed. New Delhi: Scribed.com, 2012. Web
U. Archana: Consumer Buying Behavior.Articlesbase. 29 June. 2009. Web. 20 Sept. 2012
50
ANNEXURE
51
ANNEXURE
Respected Madam/Sir,
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 the academic purpose only.
52
3. Is the communication line satisfactory in the stores that you find no complexity in
approaching?
To a great extend
Some what
Very little
Not at all
4. Do you prefer the interactive product experience which is being offered in the stores
relating to the different products and its features?
To a great extend
Some what
Very little
Not at all
5. Is the franchisees been able to meet the requirements as per their say?
To a great extend
Some what
Very little
Not at all
PURCHASE:
6. Purchaser is
53
7. Items bought:
Bed sheet
(1) Single
Brand name
MRP
(2) Double
Brand name
MRP
Bath linen
Brand name
MRP
Blanket
(1) Comforter
(2) Duvet
Suiting
Shirting
Other items
9. How long have you been a customer to the Bombay Dyeing, if long, why do you stick
on to the brand?
Quality
Designs
After sale services
Customization
The customer relation
Others (specify)
54
10. How do you rate the experiential marketing and merchandise techniques adopted by
the company?
To a great extend
Some what
Very little
Not at all
11. Comparing the other brands in the same product category what according to you
makes Bombay Dyeing products different so that you make your purchase here?
Product availability
Different designs
Price ranges
Competitor advantages
Offers and Discounts
Relationships
Any further comments?
THANK YOU!!!
55