Group 12 Section C Utkarsh Singh 11P176 V.

. Udai Mohan 11P177 Vamsi Pushan 11P178 Varun Garg 11P179 Vishal Gupta 11P180

Objective
Study the Khadi garments industry and its marketing mix with special emphasis on products and promotion. Also how should Khadi stores promote themselves and what changes can be done with respect to the Khadi products.

Research Methodology
Consumer survey to understand awareness and perception of people towards Khadi Bhavans and the Khadi garments Interview with retailers to understand their observation of perception of consumers towards Khadi garments, marketing strategy and revenues Using t-statistics, we tried to evaluate the mean and standard deviation with respect to our hypothesis.

Product H0: Sales of Khadi garments are poor due to lack of variety in the product range. H1: Variety is not a concern while purchasing Khadi garments.

Hypothesis

Promotion H0: Sales of Khadi garments are poor due to inadequate promotional activities undertaken and poor accessibility. H1: Adequate promotion is being carried out for Khadi garments.

 Consumer survey was performed in e-format and also taken from the customers in Khadi Bhavans. The e-format survey was an online survey. Sample size for the survey was 150 and number of responses was 85. The questions for the survey were designed so that we are able to relate the consumer with their behaviour and perception of Khadi garments. The initial questions were regarding the age, sex, place from which the person comes and monthly spending on the garments purchase. What kind of consumer we are getting the data from and what is their lifestyle?

Consumer Survey - 1

 The second set of questions was to get the information regarding the garments buying behaviour of the customer. It included questions on the consumer perception of the garments that they buy, including the brand consciousness, price range, design, fabric, endorsements, comfort and trend awareness. The next sets of questions were to gauge the awareness about Khadi Bhavans and Khadi garments. It includes the information regarding the general awareness and their perception of the Khadi garments. The next set of questions were regarding the purchases at the Khadi Bhavans, their impression of the Khadi garments, and the reasons for buying or not buying the Khadi garments.

Consumer Survey - 2

Retailer Survey
The survey to the retailers consisted of the questions regarding the perception of the general public towards Khadi. Is Khadi a viable revenue option? What kind of consumer group comes to purchase Khadi? Which time period is more has more sales and what are the consumer preferences? How much is the general revenue for the store?

Customer Survey Spending Behavior

This graph indicates the spending behavior of the survey respondents.

Customer Survey Purchase Parameters

Various parameters considered while purchasing garments.

Customer Survey Khadi Perception

Perception of the Khadi garments by the respondents

Customer Survey Promotional

Promotional aspect of the Khadi garments

Customer Survey Purchase Frequency

Frequency of purchase of Khadi garments by the respondents who have purchased Khadi garments.

Customer Survey Post Purchase Feedback

Perception of Khadi garments and the store by the buyers

Customer Survey Why not Khadi???

Reasons for not buying Khadi garments

Retailer Survey

Retailer Survey Findings

Pricing of the Khadi Garments
Depends on the quality of the Khadi and from which state it comes from. The cloth from Bihar and Gujarat has different price range.

Khadis perception for the Store owners

It is natural and pure. It is mainly saleable because of the purity. Lack of designs, variety, colors and designer wear.

Retailer Survey Findings Customer Feedback

Customer Feedback by the Store owners

On an average 50-60 % customers returned with good feedback of the garments purchased from the stores. 10-15 % customers say Khadi is expensive. Usually Ladies and Old people prefer Khadi. Youngsters usually prefer tight fitting clothes and Khadi being a handmade product is not tight fitted. Young people prefer kurtas as they can go with jeans. Foreigners are very enthusiastic about Khadi as it is considered to be the Indian product. Also Khadi is being retailed abroad, because of which awareness about it has increased. But many foreigners think it is overpriced.

Retailer Survey Findings Revenue Option

Khadi garments as a revenue option

The maximum sale is during October-March when the sale on the Khadi products is announced. Also during the national holidays and election period the sale of Khadi garments increases. During the other months for a small store sale is in the region of 6000 rupees per month. During the sale season the revenue goes up to 15000 rupees per month. It is a decent financial option.

 Sales are affected by the lack of awareness

Conclusion - 1

No need to go for celebrity endorsements thereby saving costs Focus on increasing the variety offered

Khadi needs to invest in improving its marketing strategies Increase its reach

Appoint fashion designers Outsource the designs of the fabrics to premier institutes like NIFT

Conclusion - 2
Youths impression
Old fashioned as compared to contemporary garments

Improve awareness among youth by going for advertising in youth magazines or popular internet sites and blogs

Limitations
Target audience was mostly in the age group of 2230 years. Survey only in some prominent gramodyog bhavans due to time constraints. Human bias. Can behave artificially when they are aware that their attitudes, beliefs, views, etc are being observed. As all the researchers are in the same age group, thus there would be some age bias in way results are analyzed and presented.

Thank you!!!!!!