Project Raymonds 143

Project report 2012-13
CHAPTER 1
INTRODUCTION TO MARKETING AND CUSTOMER

PERCEPTION
Marketing is so basic that it cannot be considered as separate fans function.

It is the whole business seen from the point of view of its final results, that is
from the customer point of view The producer by the customer
does determine business success.
- PETER DRUCKER
Marketing consists of all activities by which a company adapts to its

environment creatively and profitably.
- RAY COREY
Dept. of Commerce & Management 1

INTRODUCTION
1. MARKETING RESEARCH :
Marketing Research is the systematic objective and exhaustive and search

for and study of the facts relevant to problem in the field of marketing. Phillip
Kotler says Marketing Research is the systematic design, collection, analysis,
and reporting of data finding relevant to a marketing situation facing the
company.
Marketing research has wider meaning and scope. It includes the study of
different marketing problems relating to marketing mix elements, micro
environment variables. Marketing Research is extremely useful to solve the
problems of marketing such as decline of sales of a particular product in India,
measuring ads effectiveness UN certain market forecasting sales of a particular
product in India.
Marketing research can be useful at four stages in the problem solving and in
process in any branch of marketing.
1. To identify and define problem and their causes.

2. To suggest reasonable and profitable alternative causes of action.
3. To determine most desirable alternative course of action and resources.
4. To test the flexibility of particular product action management.
In any of the four stages of the Marketing Research to be done by following.
a. Problem formulation.
b. Research design.
c. Survey Research.
d. Analysis and Results.
The formulation step consists of two major steps and activities, clearly and
defining problem situation for which the research study is being conducted
and the information needs are to be satisfied by the research study.

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Only when the problem is carefully study and defined research. Be
designed to provide pertinent information. Part of the process problem
definition includes specifying the objective of the specific research and

projects or projects. Only objectives define the steps to be taken.
B. RESEARCH DESIGN:
There are two primary alternatives in designing the research study. One
is to collect data at a particular point of time. This is called section study. The
alternative is collect data from the same respondent at two or more points of
time called panel study.
There are three types of marketing research, namely explotary,

descriptive and casual. Explotary studies are to define research problems
typically using existing information. Descriptive studies are more and the
extensive in scope of respondent sample of respondents and the more
information collected is analyzed by tables and statistical information.
C. SURVEY RESEARCH:
Survey research is the systematic collection of data from respondents.

For the purpose of understanding some aspect of behavior of more of the
respondent of intersected by the administration of questionnaire.
The collection of necessary information with the help of questionnaire is

called interviewing, may vary into 4 types.
a. Structural- direct
b. Structural- indirect
c. Unstructural-direct
d. Unstructural- indirect.
Surveys are generally labeled according to the method of communication

used in the interviews: personal contact, face to face interaction. The type
survey that has to be selected for research depends upon following seven
criteria.
1. Complexity of the questionnaire.
2. Required amount of data.
3. Desired accuracy.
4. Sample control.

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5. Speed of administration.
6. Level of non-response and
7. Cost
No single method of survey data collection exceeds on all seven criteria.

The appropriate technique to use is the one that will generate more
information from the desired sample at the least cost.
D. ANALYSIS AND RESULT:
The final step in a research study consists of analyzing the data and in
interpreting data and results. The result is usually reported in tables, graphs,
charts and other with users of the research.
Analysis methods serve three general purposes. The first is to summarize

the information obtained from respondents. The second purpose is to compare
different groups and third purpose is to determine more relation ship between
two or more variables.
2. SUBJECT RESEARCH:
The emphasis in the present study is on customer perception. Phillip

Kotler says, Customer Perception is the process by which an individual
selects, organizes and interprets information inputs to create a meaning full
picture of the world.
It depends on:
1. Physical stimuli.
2. Relation to the surrounding field stimuli and on conditions of three
and conditions of three perceptual processes, which are as follows.
i. SELECTION ATTENTION
It means that marketers have to work hard to attract consumers. Here

consumers are more likely to notice stimuli that relate to
a. Current need.
b. Anticipation.
c. Deviation large in relation to the normal size.

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ii. SELECTION DISTORTION
Selection distortion describes the tendency of people to twist in to the

information to personal meeting.
iii. SELECTION RETENTION
Customers will tend to retain information that supports the attitude.
3. THE PRESENT STUDY
This study is taken up with objective of bringing out the ready made is
made and to know the customers perception regarding ready made and
garments. The area taken for this studies market is Kurnool. Market survey is
undertaken in the Raymond Retail Shops. Another objective is to know
consumers attitudes towards Park Avenue in terms of price quantity, usage,
size and design. The sample of the customers survey was fixed as 50. The
researcher has collected the background information of customer that includes
the family income, age and occupation and the percentages spent on clothing.
The customer includes users of old brand of ready made shirts and trousers,
jeans and suit and jackets since the comparison of opinion between users
different brands of ready made was also one of the objective of the study.

CHAPTER- 2
It takes a rough sea to make a great caption
- ANONYMOUS

THE INDIAN TEXTILE INDUSTRY
INTRODUCTION:
The Indian textile industry is one of the largest in the world with a massive
raw material and textiles manufacturing base. Our economy is largely
dependent on the textile manufacturing and trade in addition to other major
industries. About 27% of the foreign exchange earnings are on account of
export of textiles and clothing alone. The textiles and clothing sector
contributes about 14% to the industrial production and 3% to the gross
domestic product of the country. Around 8% of the total excise revenue
collection is contributed by the textile industry. So much so, the textile
industry accounts for as large as 21% of the total employment generated in the
economy. Around 35 million people are directly employed in the textile
manufacturing activities. Indirect employment including the manpower
engaged in agricultural based raw-material production like cotton and related
trade and handling could be stated to be around another 60 million.
TEXTILE REPORT
PARAMETER 2001-02 2011-12

Cotton fabrics hand-made UPs 2135.7 4520.0
(MM/PL)
Cotton fabrics and made UPs (hand 689.2 4520.0
loom)

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Cotton yarn and Sewing Thread 989.0 1640.0
Ready Made Garment 6282.0 2425.0
Silk textiles 671.0 13050.0
Man-made fiber textiles 1089.1 935.0
TOTAL 12041.1 3484.0
LABOUR COST:
When the hourly costs are considered it shows that in India, textile
labour cost is one of the lowest.
TEXTILE LABOUR COSTS IN SOME COUNTRIES

(Taking hourly labour cost in USA as 100$)
INDIA 3 GREECE 61 S.KOREA 32

ITALY 140 PORTUGAL 32 MALAYSIS 10
SPAIN 68 CHINA 3 AUSTRALIA 93
MEXICO 25 FRANCE 142 THAILAND 9
JAPAN 204 TURKEY 38 USA 100
CANADA 116 TAIWAN 50 PAKISTAN 4
Moreover, the country has access to abundant domestic cotton, which is

available at competitive price. In spite of this structural advantage, Indias
share in the world trade in textile is not more than 2.4%. This industry has
never experienced in a take-off and has consequently failed to be the engine of
growth.
The cost of depreciation and interest, referred to as the financial cost,

amount to 71% of total spinning cost in India, where as the financial costs is

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the lowest in Italy, Japan and USA. The cost is less than 50% of total cost in
these countries.
CHAPTER-3

10
In all your ways acknowledge him, and he shall

direct your path
-TH
E HOLY BIBLE
A VISION FINDS FROM..
A dream conquers reality.
1. HISTORICAL BACKGROUND OF RAYMOND LTD.
AN ILLUSTRIOUS PAST
Years ago, when the Singhania family was building, consolidating and
expanding its various businesses in Kanpur, one Mr. Wadia was in a similar

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manner setting up a small woollen mill in the area around Thane creek, 40
kms away from Bombay. The Sassoons, a well-known industrialist family of
Bombay, soon acquired this mill and renamed it as The Raymond Woollen
Mills.
IN THE BEGINNING:
Around the same time, the Singhanias aimed to broaden their business
horizons. The family's sharp business foresight led to the acquisition of The
Raymond Woollen Mills.
When the grandson of Lala Juggilal, Lala Kailashpat Singhania took over
Raymond in 1944, the mill primarily made cheap and coarse woollen
blankets, and modest quantities of low priced woollen Fabrics
The vision and foresight of Mr. Kailashpat Singhania greatly helped in

establishing the J.K. Group's presence in the western region. Under his able
stewardship, Raymond embarked upon a gradual phase of technological
upgradation and modernization; producing woollen Fabrics of a far superior
quality.
Under Mr. Gopalakrishna Singhania, the mill became a world-class factory

and the Raymond brand became synonymous with fine quality woollen
Fabrics
Today, with a 33 million-meter capacity in wool & wool-blended fabrics,

Raymond commands an over 60% market share in worsted suiting in India
and ranks amongst the first three fully integrated manufacturers of worsted
suiting in the world. We are perhaps the only company in the world to have a

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diverse product range of nearly 20,000 design and colors of suiting fabric to
suit every age, occasion and style. We export these to over 50 countries,
including USA, Canada, Europe, Japan and the Middle East.
A 100% subsidiary of Raymond Ltd., Raymond Apparel Ltd. (RAL) ranks

amongst India's largest and most respected apparel companies. We bring to
our customers the best of fabric and style through some of the country's most
prestigious brands- Raymond Finely Crafted Garments, Manzoni, Park
Avenue, ColorPlus, Parx, Be: and Zapp! and Notting Hill. Even as the brand
keeps evolving through its cuts, styles, apparels and collections, one thing has
remained unchanged over time is the unrelenting pursuit of excellence!
The Raymond Group was incorporated in 1925; and within a span of a few
years, transformed from being an Indian textile major to being a global
conglomerate.
In our endeavour to keep nurturing quality, leadership, we always choose

the path untrodden from. The Raymond Company Group incorporated in
1925, and within a span of few years, transformed from being an Indian
textile major to being a global conglomerate. Being the first in 1959 to
introduce a ploy wool blend in India for creating the worlds finest fabric, the
super 230s from the superfine 11.8 micron wool.
Today, the Raymond Group vertically and horizontally integrated to provide

our customers total textile solutions. Few companies across the globe have
such a diverse product range nearly 12000 varieties of worsted suiting to cater
to customers across age groups, occasions and styles.

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With a 1500 million turnover, we are today one of the largest players in
fabrics, designer wear, denim, cosmetics and toiletries, designs engineering
files and tools, prophylactics and air chapter services in national and
international markets.
II. COMPANY PROFILE OF RAYMOND LTD.
Raymond ltd had grown over the six decades into Rs. 1500 crores
conglomerate, encompassing steel files, cement, cosmetics and steel. It has
been a long and arduous climb to present respected position. It is now has
major hold in Indian textile industry.
The Raymond manufacturing unit situated in Thane, Jalgon in Maharastra

and in Madhya Pradesh. The units have wool combing capacity of 1400 tons
P.A. The Raymond produces over 18 million blankets and shawls. Raymond
has employed latest 286 weaving loons of which 219 are sulzers. There are
also 46482 worsted spindle, 2880 woolen spindles and 40 REPCO spinning
machine.
An extensive distribution network, including over 100 wholesalers in cities,

1000 retailers in over 350 cities and is Indians premier textile manufacture.
Raymond is continually redefining the leading edge of excellence. Towards

this end, they use this finest raw material; and they institute uncompromising
standards at every stage or manufacture. The pure, new wool and polyester-

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wool fabrics are woven from superior, long-and, staple Marino-wool. This is
imported from Australia.
OUR GROUP COMPANIES
Raymond Ltd.
Raymond Ltd is among the largest integrated manufactures like
Worsted fabrics in the world.
Raymond Apparel Ltd.

Raymond Apparel Ltd. has in its folio, some of the highly regarded
Apparel brands in India-Park Avenue, Be: Zapp, Color Plus, Par.
Color Plus Fashions Ltd.

Color Plus is amongst the largest smart casual brands in premium
Category. The company was acquired by Raymond to cater to the
Growing demand for a high casual wear brand in the country.
Silver Spark Apparel Ltd.

A garment facility manufacturing formal suits, trousers, jackets.
Ever Blue Apparel Ltd.

A state-of-the-art denim garmenting facility.

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Celebration Apparel Ltd.
A facility set up for the manufacturing of formal shirts.
J.K Files and Tools.

A leading player in the engineering files and tools segment and
largest producer of steel files in the world.
J.K. Helene Curtis Ltd.

A leading player in the automotive, grooming, accessories and
toiletries category.
Ring Plus Aqua Ltd.

A leading manufacturer in the engineering automotive components.
J.K. Investo Trade (India) Ltd.

JKIT is an investment company registered with Reserve Bank of India
as Non-Banking Financial Company.
Regency Texteis Portuguesa Lda

A facility set-up in northern Portugal bordering Spain, in Caminha for
manufacturing suits, jackets and trousers.

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JOINT VENTURES
Raymond UCO Denim Pvt. Ltd.
The manufacturers and marketers of denim fabrics.
Raymond Zambaiti Pvt. Ltd.
A Greenfield facility manufacturing high value cotton shirting.
Raymond Fedros Pvt. Ltd.
A plant set up to manufacture carded woolen fabrics blankets.
J.K. Ansell Ltd.

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The manufacturers and marketers of surgical gloves.
RAYMOND:
The Raymond Shop is a premium retail store with complete style and
fashion. The Raymond product range includes wool, polyester, silk linen.
Domestic distribution is spread far and wide more than 30000 outlets that
stock and wide range of fabrics.
PARX:
Parx is a premium outdoor life style brand bringing company customers a

range of stylish semi-formal and casuals which reflects easy, relaxed
attitude of the energetic 22-30 year old. This is launched in 1990 to cater to
the smart and fashion clothing segment.
COLOR PLUS:
This is one of the Indians premium and most Indias respected casual
wear brad offering customers a range of shirts, pants, knits, survival gear.

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It constantly innovates processes and technology offering buyers new
world of comfort.
PARK AVENUE:
Launched in 1986, Park Avenue is today Indians most admired formal

wear brand. It offers stylish and innovative dress wardrobe solution to
gentlemen for all their dressing needs, business, Evening, leisure, travel it
received fashion Award in 2006.
ZAPP:
The burgeoning childrens wear market has now turned dress stylish with
Zapp over a range of clothes, accessories, bed and more. First Zapp has
launched in Ahmedabad.
BE:
Offers fashion that latest trends from across the globe. Be: offers a wide
range of apparel and accessories for both men and women Gauri.
CHAPTER-4

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OBJECTIVES
The objectives of this study are:
To know the consumer attitudes towards P.A products.
To know factors that customers consider in the order of priority

while they purchase garments.
To identify brands that is preferred by customers.
To know consumers opinion regarding the price of the product when

compared to price of other products.

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To identify level of satisfaction of P.A consumers.
To identify level of awareness among consumers about P.A product.
To identify profile of the buyers of P.A products.
METHOD OF DATA COLLECTION:

In the present study the required data is to be collected by the random
sampling method, care will be taken to see that the selected sample is small
specimen or a separated part of the whole population representing its general
qualities. The questionnaire will be given and necessary information will be
generated based on the response of the customers.
1. PRIMARY DATA:
Selection of respondent is done on the basis of random sampling method

for systematically collecting the primary data, shall use open ended. The

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questionnaire consists of 12 questions relating to the various aspects of the
study. For the collection of this primary data, market survey method is
adopted. This is preferred because of its flexibility. Direct interview will be
used to get the required information from the respondent.
For data collection, two sets of questionnaire will be used. Both set of
papers meant for customers only.
1. First paper prepared for collecting personal information of customer.

2. Second set is prepared for identifying customers attitude towards Park
Avenue product in terms of price, quantity, range, size, style, design and
durability. If they are not satisfied, then questions that encourage the
customer to give his suggestions for important are also included.
2. SECONDARY DATA COLLECTION:
Data pertaining to the company is collected from company stats and

reports. The co-profile gives a detailed report of past records of the
organization. The data collected both from primary and secondary sources
tabulated and presented in a systematic form prior to classification
interpretation.
AWARDS AND RECOGNITION:
TEXTILES:
Images Fashion Awards 2009 - Most Admired Textile Brand of the Year
Reader's Digest - Platinum Trusted Brand, 2008
Lyrca Images Fashion Awards 2008 - Most Admired Textile Brand of the Year
Lyrca Images Fashion Awards 2008 - Most Admired Suiting Brand of the Year
CNBC Consumer Award 2007 - The Best Branded Readymade Garment and

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Textile
BRANDS:
Park Avenue
Images Fashion Awards 2009 - Most Admired Menswear Brand of the Year
Lyrca Images Fashion Awards 2008 - Most Innovative Lycra Brand of the
Year
LIMITATIONS
a. The study is conducted in RAYMOND SHOP, KURNOOL.
b. The sampling method used indicates only those customers who are
educated cooperative.
c. It is difficult to know willing respondents.
d. Time allotted for the data collection was limited.
e. Our survey is limited to 125 members only and it could not state the
opinion on whole.
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Therefore, the above limitations have to be taken in to while

considering the finding of the study for policy decision.
CHAPTER-5

24
It is useless to tell river to stop running, the best

thing is to learn how to swim in the direction it is
flowing.
ANONYMOUS
To manage a business well is to manage its

future; and to manage the future is to manage
information.
MARION
HARPER
ANALYSIS AND INTERPRETATION

OF THE DATA
I. INTRODUCTION:

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P.A was launched in the market in 1986, and today it can be easily termed
as a major product in the ready-made garment industry. P.A is the famed
Fashion Street of New York. This name was chosen because the garment were
designed and styled in accordance in the market under the same brand such as
sublime suit, jackets, trousers, shirts, jeans and under garments. The most
recent addition to this wide range was the introduction of range of Park
Avenue range of toiletries, especially mens toiletries.
Since our main objective in the present study is to bring out the
consumers perception of Park Avenue among the several product that are
produced under this brand name, we collected and classified the data for five
items- shirt, trousers, jeans, suits and jackets.
II. INTERPRETATION OF DATA
TABLE 1: CUSTOMERS INCOME GROUP

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INCOME GROUP NO. OF PERCENTAGE
RESPONDENT
LESS THAN RS. 4000 16 12.8%
RS.4000 TO RS.8000 30 24.0%
RS.8000 TO RS.12000 43 34.4%
RS.12000 TO RS.16000 34 27.2%
RS.16000 AND ABOVE 2 1.6%
TOTAL 125 100%
SOURCE: QUESTIONNAIRE
INFERENCE
1. Income group of customers:

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The questionnaire given to the customers was divided into two parts.
The first part of the questionnaire deals with obtaining information and to the
customers general background relating to income group of customers who
frequently visited the Raymond Retail Shop. The income group was divided
into four classes with less than 4000 as the first group and above fourth group
of each intermediate group has a class of majority of the customers of who
visited the retail shops were earned as income between RS.4000 to RS. 16000.
The table I shows that really 43 customers consisting 35% of the total
sample was in the income group of Rs.8000 and Rs.12000 equal percentage of
(25%) customers were in the income group of Rs.4000 to Rs.8000 and
Rs.12000 and Rs.16000. one important fact brought out from the table is that
the percentage people buyers the P.A product below the Rs.4000 income
category was higher than the customer who had an earning of Rs.16000 and
above.
The table also reveals that middle income group category is the major
purchasers of P.A products.
TABLE 2: OCCUPATIONAL STRUCTURES
OCCUPATIONAL NO. OF PERCENTAGE

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GROUP RESPONDENTS
STUDENTS 27 21.6%
SERVICE 39 31.2%
PROFESSION 29 23.2%
BUSINESS 30 24.0%
TOTAL 125 100%
INFERENCE:

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II. OCCUPATIONAL STRUCTURE OF CUSTOMERS:
In table 2, we clearly see the customer on the basis of the occupational

structure such as student, service, profession and business. The table reveals
that 30% of the customer with student, profession, business and backgrounds
were of equal percentage (24%). One can therefore infer that the customers
purchasing the P.A products come from various backgrounds and the demand
from all the group can be said to the same.
TABLE 3: AGE GROUP OF CUSTOMERS

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AGE GROUP NO. OF PERCENTAGE

RESPONDENT
LESS THAN 25YRS 33 26.5%
25 YRS TO 35 YRS 51 40.8%
35 YRS TO 45 YRS 31 24.8%
45 YRS TO 55 YRS 7 5.6%
55 YRS TO 65 YRS 3 2.4%
TOTAL 125 100%

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INFERENCE:-
III. Age group of customers.
The Fine Park Avenue products are available in the different sizes and
varieties. This implies that there will also be different customers from
different age groups. In order to determine the group of customers who
demand the Park Avenue products, the respondent should also mention his age
in the questionnaire. This information, when tabulated in table 3, revealed that
majority of customers of the P.A was customers in the age group 25 to 35.
They constituted nearly 40% of the sample. Only 7% of the people were
above the age of the 45 years. The customers who were in the age group of 35
years to 45 years and less than 25 years were mainly 25% on the sample.
Moreover, the main customer for the Park Avenue products constitutes nearly
90% of the sample were less than 25 years. Therefore one can conclude that in
the middle age group the preference of P.A products is the strongest.

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TABLE 4: INCOME SPENT ON CLOTHING (P.A)
PERCENTAGE NO. OF PERCENTAGE

GROUP RESPONDENT
5% TO 10% 43 34.4%
10% TO 15% 47 37.6%
15% TO 20% 20 16.0%
20% TO 25% 13 10.4%
ABOVE 25% 2 1.6%
TOTAL 125 100%

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INFERENCE:
IV. Income spent on clothing:
In order to know the capacity or the willingness of the customers to spend

on clothing, the customer was asked to furnish information and to relating
spend the approximate % of this annual income he spends on clothing. The
data revealed that all the customers constitutes 90% of the sample, spends less
their annual income on clothing. Out of this 60% of the customers spend less
than 15% of their income on clothing. It can be said that there are good
numbers of customers who are willing to spend a greater part of their income
for clothing. It also shows that the Raymond Ltd. has good market potential,
which can be exploited by new marketing strategies.

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TABLE 5: PURCHASE OF P.A ITEMS
ITEM FREQUENCY PERCENTAGE

SHIRT 40 32.0%
TROUSERS 37 29.6%
SUIT/JACKETS 18 14.4%
FABRIC 30 24.0%
TOTAL 125 100%

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INFERENCE:
V. Frequency shows purchases of P.A items
In order to know about the most in demand product among the 5 P.A
items under study the customer was asked to give the details of products
purchased at the time of his visit. The data when classified showed that
compared to suits and jackets, shirts and trousers were the most in demand
and the two items and fabrics were next most demanded items. Suits and
jackets were the last in demand ones.

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TABLE 6: MOTIVES CONSIDERED WHILE PURCHASING READY

MADE GARMENTS.
MOTIVES NO. OF % OF
RESPONDENTS RESPONDENTS
FABRIC 26 28.8%
STYLE 26 28.8%
SHADES 19 21.4%
SALES SERVICES 2 2.2%
DESIGN 17 18.8%
SUB TOTAL 90 100%
NON RESPONDENT 35 26%
GRAND TOTAL 125 100%

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INFERENCE:
VI. Motives that influence customer
In order to know what motivates customer to go for Ready Made garments,

he was asked what factors motivate him. The data when classified showed that
Fabric and Style are the most important factors that influence customers and
next Shades and then Design. Customers are least concerned about Sales
service as motive.

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TABLE 7: MOST PREFERRED BRANDS
B/N TROUSER PERCENTAGE

P.A 57 87.6
A.S 2 3.0
V.H 1 1.7
C.D -- --
CAM -- --
OX 2 3.0
LEE -- --
KILLER -- --
SUB TOTAL 65 100
NON RESPONDENT 60 48
GRAND TOTAL 125 148

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INFERENCE:
VII. Customer preferred brands
In order to know the most preferred brands by customers in Ready Made,

he was asked to express opinion. The results showed that Park Avenue was the
most preferred brand. Allen Solly and Oxemberg are least preferred by Van
Hausen. Other brands are not preferred at all.

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TABLE 8: REASONS FOR OVERALL ITEM PREFERENCE

(WITH REFERENCE TO P.A BRAND)
S BUYING TOTAL(SHIRT,TROUSER,JEANS,SUITS,
%
NO MOTIVE AND JACKETS)
1 FABRIC 84 19.0
2 STYLE 80 18.1
3 PRICE 18 4.1
4 RANGE 20 4.5
5 FINISH 68 15.4
6 QUALITY 70 15.8

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7 DURABILITY 50 11.4
8 COMFORT 52 11.7
TOTAL 442 100
INFERENCE:
I. REASONS FOR PURCHASING ITEMS
In order to know what motivates customer to go for Park Avenue ready

made garments, he was asked what factors motivates him. The data when
classified, showed Fabric and Quality are the important factors that influence
customers and next Finish and Quality are preferred and next Durability and
Comfort and at last Price and Range.
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TABLE 9: REASON FOR NON-PURCHASE OF P.A READY MADE
OPINION NO. OF % OF
RESPONDENTS RESPONDENTS
Not aware of it 21 10%
High price 27 17%
Limited style 27 22%
Limited range 18 14%
Materials 14 11%
Others 13 26%

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INFERENCE:
Table 9, gives details about reasons for not going in for the purchases of
P.A ready made items including shits, trousers, jeans, suits and jackets. The
data shows that nearly 21.6% of the customers feel the style of P.A ready
made to be limited. The high prices and limited range are main reasons for
non-purchase of P.A brand items that are not mentioned in the questionnaire,
are considered by nearly 26.4% of the customers.

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CHAPTER-6
In the factory, we make cosmetics; in the

shop we sell hope
CHARLES REVSON

45
FINDINGS
The basic objective of the survey undertaken was to bring out the
strengths and weakness of P.A products such as shirts, trousers, the
jeans, suit and jackets. Attempt was made through the questionnaire to
know the customers taste in textile products, so that the company would
produce the textile product in designs and style that are more acceptable
in the market.
The first major findings of the study in that large portion of the market
segment constitute the middle income groups are those customers who
earn an average of Rs.8000-Rs.12000 p.a. The customers in the service
background are the main buyers and on average in age group of the
textile products spend 15% of their income on clothing needs of nearly
all age groups including very aged customers.
The sales of the products. One can suggest that, to increase the sales of
the company they should continue to perceive its present policy of the
maintaining good standards of the product rather than thinking of
switching over to other marketing aspects.

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Fourthly, the survey has shown that P.A shirts and trousers are the most
preferred brand compared to other competitive brands. But in jeans
Wrangler over takes the P.A brand in terms of consumer and the
preference. The research reveals that the main reason from preference
of this substitute item is its style.
Fifthly, the survey has shown that P.A brands are preferred for their
quality of fabric, style, comfort and finish, their range is considered to
be limited and prices are felt to be exorbitant by the customers. There
fore required measures have to be taken to bring in more ranges in the
products with reasonable prices.
It has been observed that customer was influenced by Fabric/Feeling

and Style while purchasing. Next come shades and then Design.
Customer is least bothered about Sales service as motive.
The most preferred branch by customer in Raymond ready made is Park

Avenue. Allen Solly and Oxemberg are least preferred followed by Van
Hausen. Other brands are not preferred at all.
It has been observed that customer was influenced by Fabric and Style
and next finish and quality are preferred and next durability and
comfort and at last price and range.
Finally, details about reasons for not going in for the purchase of P.A
ready made items including shirts, trousers, jeans, suits and jackets. The

47
data shows that nearly 21.6% of the customers feel the style of P.A
ready made to be limited. The high price and the limited range are main
reasons for non purchase of P.A brand items that are not mentioned in
the questionnaire are considered by nearly 26.4% of the customers.
SUGGESTIONS
COLOR:
A. Should introduce more varieties of color.
B. Should introduce more shades with slight changes.
C. Should introduce modern colors which attracts youth.
OTHERS:
A. Extend the products to show rooms in small towns also.
B. Elaborate Promotion and Advertisement campaigns to print
media as well as electronic media too.
C. As youth is major consumer group in India, to attract them
be updated in styles and trends which are mainly related to
youth.
D. The data shows that nearly 21.6% of the customers feel the
style of P.A ready made to be limited. The high price and the
limited range are main reasons for non purchase of P.A brand
items that are not mentioned in the questionnaire are
considered by nearly 26.4% of the customers.

48
E. Try to produce your brand items at lower cost say Rs.200-
Rs.300 per meter so that it can afford the middle income
group people to purchase it.
Lastly it was observed nearly all the customers expressed

ignorance about the multi nations could be drawn with regard to this query.
Therefore we can conclude that customers find the P.A brand shirts to be
limited in colors and trousers in required sizes. The suggestion for jeans, suits
and jackets given by the customer is to increase the varieties in their products.
CHAPTER 7
QUESTIONNAIRE
AND
BIBILIOGRAPHY
Treat the customer as an appreciating Asset
- TOM PETER

49
QUESTIONNAIRE
Customer perception of READY MADE with reference to changing trends
and new brands entering into Indian Market, vis--vis RAYMOND.
1. PERSONAL INFORMATION
NAME :
AGE :
GENDER : Male: Female:
2. INCOME GROUP ( )
A) Below 5000 B) 5000-10000

B) 10000-20000 D) Above 20000
3. PERCENTAGE OF INCOME SPENT ON CLOTHING ( )
A) 5%-10% B) 10%-15%
C) 15%-20% D) 20%-25%
4. OCCUPATION ( )
A) Student B) Profession
C) Business D) Service
5. WHAT HAVE YOU PURCHASED ( )

50
A) Shirt B) Trousers
C) Suits D) Fabric
6. WHAT HAVE YOU PURCHASED ( )
A) FABRIC B) STYLE
C) SHADES D) DESIGN
E) SALES SERVICE
7. WHICH OF THE BRAND YOU PREFER ( )
A) PARK AVENUE B) ALLEN SOLLY

C) OXEMBERG D) LEE
E) KILLER F) VAN HAUSEN
G) OTHER
8. REASONS FOR OVER ALL ITEM PREFERENCE ( )
A) FABRIC B) STYLE
C) PRICE AND RANGE D) DURAABILITY
E) COMFORT F) FINISH
G) QUALITY
9. REASON FOR NON-PURCHASE OF P.A READY MADE ( )
A) NOT AWARE OF IT B) HIGH PRICE

C) LIMITED STYLE D) RANGE
E) MATERIAL F) OTHERS
10. WHAT IS YOUR OPINION OF LATEST READY MADE

BROUGHT OUT INTO INDIAN MARKET ( )
A) QUALITY B) MATERIAL
C) FANCY D) PRICE
E) OTHERS
11. ANY SUGGESTIONS REGARDING READY-MADE

PRODUCT

51
***THANK YOU***

52
BIBILIOGRAPHY
MARKETING MANAGEMENT C. N. SONTAKKI
MARKETING MANAGEMENT PHILIP KOTLAR
STATISTICAL METHODS - S.P.GUPTA
COMPANY WEBSITE www.indianmarket.com

53

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Project report 2012-13

INTRODUCTION TO MARKETING AND CUSTOMER

Marketing is so basic that it cannot be considered as separate fans function.

Marketing consists of all activities by which a company adapts to its

Dept. of Commerce & Management 1

Marketing Research is the systematic objective and exhaustive and search

1. To identify and define problem and their causes.

In any of the four stages of the Marketing Research to be done by following.

Dept. of Commerce & Management 2

definition includes specifying the objective of the specific research and

There are three types of marketing research, namely explotary,

Survey research is the systematic collection of data from respondents.

The collection of necessary information with the help of questionnaire is

Surveys are generally labeled according to the method of communication

Dept. of Commerce & Management 3

No single method of survey data collection exceeds on all seven criteria.

D. ANALYSIS AND RESULT:

Analysis methods serve three general purposes. The first is to summarize

The emphasis in the present study is on customer perception. Phillip

It means that marketers have to work hard to attract consumers. Here

Dept. of Commerce & Management 4

Selection distortion describes the tendency of people to twist in to the

iii. SELECTION RETENTION

Customers will tend to retain information that supports the attitude.

3. THE PRESENT STUDY

Dept. of Commerce & Management 5

It takes a rough sea to make a great caption

Dept. of Commerce & Management 6

THE INDIAN TEXTILE INDUSTRY

PARAMETER 2001-02 2011-12

Dept. of Commerce & Management 7

TEXTILE LABOUR COSTS IN SOME COUNTRIES

INDIA 3 GREECE 61 S.KOREA 32

Moreover, the country has access to abundant domestic cotton, which is

The cost of depreciation and interest, referred to as the financial cost,

Dept. of Commerce & Management 8

Dept. of Commerce & Management 9

In all your ways acknowledge him, and he shall

A VISION FINDS FROM..

A dream conquers reality.

1. HISTORICAL BACKGROUND OF RAYMOND LTD.

Dept. of Commerce & Management 10

The vision and foresight of Mr. Kailashpat Singhania greatly helped in

Under Mr. Gopalakrishna Singhania, the mill became a world-class factory

Today, with a 33 million-meter capacity in wool & wool-blended fabrics,

Dept. of Commerce & Management 11

A 100% subsidiary of Raymond Ltd., Raymond Apparel Ltd. (RAL) ranks

In our endeavour to keep nurturing quality, leadership, we always choose

Today, the Raymond Group vertically and horizontally integrated to provide

Dept. of Commerce & Management 12

II. COMPANY PROFILE OF RAYMOND LTD.

The Raymond manufacturing unit situated in Thane, Jalgon in Maharastra

An extensive distribution network, including over 100 wholesalers in cities,

Raymond is continually redefining the leading edge of excellence. Towards

Dept. of Commerce & Management 13

OUR GROUP COMPANIES

Raymond Apparel Ltd.

Color Plus Fashions Ltd.

Silver Spark Apparel Ltd.

Ever Blue Apparel Ltd.

Dept. of Commerce & Management 14

J.K Files and Tools.

J.K. Helene Curtis Ltd.