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A STUDY OF CONSUMER SPENDING PATTERN ON READYMADE SHIRTSFOR

ARRIVING AT A MARKET PLAN FOR SREE THIRUMAGAL TEX.

ByRAJIV CHANDER RAO(Reg. no: 35103203)

ofS.R.M. Engineering College

A PROJECT REPORTSubmitted to the

SCHOOL OF MANAGEMENT

In partial fulfillment of the requirementsfor the award of the degree

ofMASTER OF BUSINESS ADMINISTRATION

SRM INSTITUTE OF SCIENCE TECHNOLOGYDeemed university

Kattankulathur- 603203

MAY-2005


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BONIFIED CERTIFICATE

Certified that this project report titled A STUDY OF THE CONSUMER

SPENDING PATTERN ON READYMADE SHIRTS FOR ARRIVING AT A

MARKET PLAN FOR SREE THIRUMAGAL TEX is the bonafied work of Mr.

RAJIV CHANDER RAO who carried out the research under my supervision. Certified

further, that to the best of my knowledge the work reported herein does not from part

of any other project report or dissertation on the basis of which a degree or award was

conferred on an earlier occasion on this or any other candidate.

Signature of the Internal Guide Signature of the HOD

Signature of the External Guide

DECLARATION

I Rajiv chander rao (reg. no.35103203) here by declare that the project report entitled

A STUDY OF THE CONSUMER SPRNDING PATTERN ON READYMADE

SHIRTS FOR ARRIVING AT A MARKET PLAN FOR SREE THIRUMAGAL

TEX in palladam district. Carried out by me under the supervision of prof.Jayshree

suresh,faculty in charge,department of management studies,SRMIST(Deemed

Unniversity), kattankulathur, is the result of the original work done by me and to the

best of my knowledge a similar work has not been submitted earlier to any university or

any other institution.

PLACE:

DATE: RAJIV CHANDER

RAO


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ABSTRACT

The report is an outcome of a study undertaken for A STUDY OF

THE CONSUMERSPRNDING PATTERN ON READYMADE SHIRTS FORARRIVING AT A MARKET PLAN FOR SREE THIRUMAGAL TEX to study the

perception of the existing customer. The major research objective is to suggest to

sreethirumagal tex the ways to improve the market potential and performance.

The sample of 100 customers were respondent for the questionnaire data was

collected from the primary source. Respondents were from the different age group.

The present search study aims at finding whether the expectations of

customers are met and the quality service are delivered by the company with respect to

behavioral levels of the customer towards the product. Data collected has been

subjected to detailed analysis and interpretation. Findings and recommendations have

been given at the end of the report.

The study will highlight to the company how the customers to be satisfied.

These are taking into consideration the problem related to the research study.

ACKNOWLEDGEMENT

I extend my gratitude and profound thanks to Ms. Jayshree Suresh

In charge, Department of Management Studies, SRMIST (Deemed University)

Kattankulathur , who encouraged me for shaping up this project.

I entitled my sincere and heart felt thanks to Who helped me a lot

with his fruitful ideas and suggestion to fulfill this project in a successful manner.to

all the faculty members of Department of Management Studies for their kind co-

operation in completing the project report successfully.

I sincerely thank Mr. D.Pramasivam, Tirupur provided me an opportunity

to undertake this project in the organization.


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Lastly, I wish to thanks my parents and friends for their encouragement and all

those who have helped me in completing this project.

Rajiv chander rao


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LIST OF TABLES

SL.NO PARTICULARS PAGE NO

Table 7.1 Age wise classification 14

Table 7.2 Classification of samples according to various

types

15

Table 7.3 Intention to buy place of purchase point 16

Table 7.4 Respondents views towards the product 17

Table 7.5 Choice of brands 18

Table 7.6 Price criterion 19

Table 7.7 Pants in the sample 20

Table 7.8 Price range 21

Table 7.9 Marital status 22

Table 7.10 Frequency of buying 23

Table 7.11 Designs preferred 24

Table 7.12 Source of awareness 25

Table 7.13. Needs for buying 25


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LIST OF FIGURES

SL.NO PARTICULARS PAGE NO

Figure 7.1 Age wise classification 14

Figure 7.2 Classification of samples according tovarious

types

15

Figure 7.3 Intention to buy place of purchase point 16

Figure 7.4 Respondents views towards the product 17

Figure 7.5 Choice of brands 18

Figure 7.6 Price criterion 19

Figure 7.7 Price range 21

Figure 7.8Marital status

22

Figure 7.9Frequency of buying

23

Figure 7.10Designs preferred

24


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LIST OF ABBREVIATIONS

SL.NO PARTICULARS PAGE NO1 xi = No. of opinion passed

in particular parameters

10

2 wi = weight given for

particular parameters

10

3 n = Total no.of

respondents

10

4 Fe= Expected Frequency. 10

5 Fo = Observed Relative

cumulative frequency

10

6 LP= Louis Phillipe 18

7 VH= Van-Heusen 18

8 AS= Allen sollay 18

9 A= Arrow 18

10 PE= Peter England 18

11 S= Sero 18

12 Z= Zodiac 18

13 E= Ely see 18

14 DB= Double bull 18

15 R= Raymond 19

16 M.TD .DES= Modern

Trendy designs

24


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CHAPTER-1

INTRODUCTION

1.1 INDIA READY MADE INDUSTRY:

Raymond Limited is Indias leading producer of worsted suiting fabric.

Raymond Apparel Ltd. has three highly regarded menswear brands in its folio: Park

Avenue, Parx & Manzoni.J.K. Helene Curtis Ltd. is the marketers of the Park Avenue

and Premium brands of mens toiletries.ColorPlus Fashions Pvt. Ltd.

Established in 1994 ColorPlus is oneof the leading domestic brands for premium casual

wear in the country.Indian Rayon pockets Madura Garments

The A V Birla group's Indian Rayon Ltd has finally won the race to acquire Madura

Garments, the apparels and garments division of Madura Coats. Arvind Mills and a

relatively new entrant, Indus League Clothing Co, were also bidders. In fact, it is

reported that Arvind had put a higher value to its bid and Induss was not very far

behind Indian Rayons.louise_phillippeThe A V Birla group has concluded the deal with

Coats Viyella plc of the UK at Rs 236.23 crore. With that, from 1 January 2000, Indian

Rayon will own the rights to six Coats Viyella brands -- Louis Philippe, Van Heusen,

Allen Solly, Byford, Peter England and San Frisco.(Click here for brand details)

The deal has been structured in such a way that Indian Rayon will acquire Madura

Garments as a going concern with all employees, brand licences, and distribution and

manufacturing networks for Rs 189.23 crore, along with the brand rights for

India.domain-B's currency converter - check it out .Simultaneously, in a separate

transaction, Aditya Vikram Birla Trading House, an overseas company of the Aditya

Birla group, has bought the exclusive brand rights for the South Asian and the Middle

East countries from Coats Viyella for $10.8 million (Rs 47 crore).

1.1.1Looking or leadership

Says Kumar Mangalam Birla, chairman of the Aditya Birla group, "We believe the

acquisition of Madura Garments will greatly enhance value for Indian Rayon

shareholders. The apparels business has been identified as one in which in which we

wanted to have a leadership position through a focused entry into the high-value, ready-


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to-wear segment. This acquisition as well as the acquisition of certain overseas brand

rights has catapulted the group to the top of the league in the branded apparels market."

Indian Rayon will probably finance this acquisition mainly through its current cash

surplus and internal accruals. But, according to Adesh Gupta, the company's chief

financial officer, "In view of the growth opportunities and current low interest rate

scenario, the company may consider raising market borrowings to augment internal

resources."All of Madura Garments' employees, except its president George Zacharias,

will be transferred, with the business, to Indian Rayon. They have been assured

continuity of service on existing terms and conditions. Zacharias is moving on to a

London-based responsibility with Coats Viyella.(Why Madura Coats sold garments?)

Vikram Rao, group executive president, fabrics and apparel business, at Indian Rayon,

will manage the operations of Madura Garments for the time being, till a president isselected either from Indian Rayon or from outside. Mr Rao was, at one time, president

of Madura Coats apparel fabrics division. He says that the acquired division will

continue to operate under the name of Madura Garments and will continue to enjoy a

great degree of operational freedom.Madura Garments will become a division of Indian

Rayon, which already has a Rs 300-crore textile business that includes Indias only linen

brand, Jayshree Linen. Madura Garments has had sales of about Rs 250 crore in 1999,

and has recorded sales growth of 40 per cent for the last five years. It has a national

distribution network that includes 100 exclusive showrooms and 3,000 retail outlets.

1.1.2Dramatic change

For the Kumar Mangalam Birla-led Rs 20,000-crore Aditya Birla group, this deal marks

a dramatic change in image. It will bring in instantly recognisable top-of-the-line brands

into a group whose focus has till now been on commodities.

The three labels, Allen Solly, Louis Philippe, and Van Heusen together claim a 40 per

cent share of the premium branded menswear market. The Peter England shirt brand,launched in 1997, has been an instant success and is said to be the countrys largest

selling mid-priced shirt brand today.For the Aditya Birla group, these acquisitions make

eminent sense. One of the big players in the textile business, it has, so far, not been able

to make an impact in the branded segment of the premium menswear market. Its own

Wall Street brand is not in the premium segment. Branded garments have been an

important part of the growth plans. But the group didn't have any significant presence

in this market. Building its own brands would have taken a considerable amount of time


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as well as money. Hence a brand acquisition was the obvious answer.send this article to

a friendIncidentally, this is the fifth acquisition by the Aditya Birla group in the last two

years. Indian Rayon has also gone through a major restructuring exercise in recent times.

Its cement division was transferred to group flagship, Grasim Industries.dia : Madura

Garments to deploy smart fabrics technology from Outlast Technologies

1.2INDIA READY MADE INDUSTRYCURRENT SCENARIO:

Changing buyer profile and bringing in innovation to stay ahead of

competition, Madura Garments has drawn ambitious plans to commercially turn out

smart fabric technologies developed by a US-based technology provider Outlast

Technologies, in India.Outlast Technologies has clients in European, US companies and

NASA providing them smart fabric innovations to cope with the extreme temperatures

at work place.It was NASA technology which found commercial application through

Outlast Technologies that it will come to India also.Under it brand Van Heusen,

Madura Garments has launched Cool Pants for the Indian market on Tuesday brought

under technical collaboration with Outlast Technologies.At the press conference,

Vikram Rao, Group President, Madura Garments, said with these new technologies, the

company is in the process of widening its offerings to suit the changing consumerbuying profile.

The companys brand portfolio consist Van Heusen, which has take the lead in offering

new products with Oxyrich shirts with oxygen ions to neutralise high stress levels, Best

White shirts with optical brightness and trousers that adjust to waistline, he added.

Elaborating on the fabric technology adopted, Raj Pillai, Technical Director, Outlast

Technologies said the product developed for Madura Garments is treated at the

molecular level by a specialised technology (smart fabric technology), which gives

trousers the power to absorb coolness from the atmosphere (air conditioned office) and

retain it to be used later.New Trousers are priced around Rs 1,599 and will be available

in 10 colours. Based on the success of this range of clothing this season at Van Heusen

showrooms, Planet Fashion, Trouser Town and other departmental stores, the

company is to devise its future retail strategy, a company official informed.

With these new ranges of offerings, Van Heusen has redefined the way clothes are

looked at in the country. They are not just about looks, they can also offer intelligence.


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Today technology allows scientists to enhance a fabric with treatment, microprocessors

and sensors. This in turn opens up a whole world of possibilities.

Meanwhile Inset Outlast Technologies, a US based smart fabric technology provider, is

coming to India and will join hands with Madura Garments to develop shirt and trouser

range for both domestic and export market.

With trade barriers coming down and buying power of Indian middle class has thrown

business opportunities for us to enter India.India being a tropical country, we plan to

spin off many of our NASA application for consumer benefit in India, he opined.

Outlast sources its textile manufacturing requirements from Hong Kong and with this

venture India is fast emerging as low cost manufacturing base for many more

companies to enter in to collaborations.

CHAPTER -2

STATEMENT OF THE PROBLEM

The problem given to the researcher was to find out the spending pattern of the

consumers on readymade shirts for arriving at a market plan for Sree Thirumagal Tex.

CHAPTER 3

OBJECTIVES OF THE STUDY

In order to get a direct feed back from the customers a Market response survey wasconducted in and around Chennai.

Objectives of the study:

To study the consumer spending pattern on readymade shirts and to evolve marketing

plan for Sri Thirumagal Tex .

a) The price range at which there is great market potential for ready made shirts .

b)The designs and types of shirts most preferred by customers which will be helpful indeciding the marketing mix.

c)The needs for buying and frequency of buying


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d) The competition in the market and brand awareness of the customers

e)To determine the best Source of information and in turn to suggest Promotionalmeasures.

f)The Product features that will make the product a market success.

CHAPTER -4

LITERATURE REVIEW

The Italian textile cos to exhibit products on April 7.

The Italian textile machinery manufacturers are to make a presentation on their

products at a seminar here on April 7.The Italian companies to take part in the

presentation are Promatech-Savio, Essico Srl, Marzoli Spa, Mario Crosta Srl, Panter Srl

and Smit Spa, which will be looking for business collaboration with Indian textile

companies, according to a communication from the Italian Trade Commission,

organisers for the Coimbatore seminar..

Courtesy: The Hindu Business Line (21st March, 2005).

For cool dude, it is cool clothes

BANGALORE: Madura Garments is betting heavily on technology. After launching

Ice Touch a moisture management technology, the company has become the first

apparel company in the country to introduce trousers using a technology developed by

the Colorado-based Outlast Technologies.The technology involves treating a fibre or

fabric with a coating containing microscopic sphere filled with chemicals which help the

said fibre or fabric to absorb coolness from the atmosphere and retain it.

Courtesy: The Economic Times (17th March, 2005).

Gokaldas eyes Chennai, Hyderabad for unit

BANGALORE: The country s largest apparel exporter Gokaldas Exports is

expanding its footprint. Its proposed initial public offering (IPO), which would raise

around Rs 100-150 crore, will be used to set up four new factories one of which will

come up in Hyderabad or Chennai.The fourth factory which is expected to become


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operational in FY 2006-07 would be a massive one, spread over an estimated 2.1 lakh

square feet. The three other units would add 2.9 lakh square feet by October. The

Garden City currently accounts for about 4-5% of the country s apparel exports and

has been one of the hot-spots in south India, besides Chennai and Tirupur.

Courtesy: The Economic Times (16th February, 2005).

CHAPTER 5

METHODOLOGY AND THE LIMITATIONS OF THE STUDY

5.1 METHODOLOGY

5.1.1 SAMPLES SIZE :

The total number of sample is one hundred with twenty in each group

Under the various categories mentioned.

5.1.2 SAMPLE DESIGN :

The sampling procedure used for the subject is a type of non-probability sampling

design method known as Quota sampling. In the subject study, the universe is divided

into strata on the basis of the age of the respondents. The total sample is composed of

20 members of each stratum. The units are chosen on non random manner . Each

member of the universe does not have a known chance of being chosen.

5.1.3 COLLECTION OF DATA:

Most of the data collected by the researcher was primary data through personal

interview with the help of a questionnaire. Some of the data were secondary data, which

was collected through magazines and internet.

5.1.4 QUESTIONNAIRE DESIGN :

The researcher has used a structured questionnaire, which was of Open-ended question,

Dichotomous question, multiple choice question and scales in order to get the data.


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5.1.5 STATISTICAL TOOLS :1.Weighted Average Method = xi * wi+ xj*wj+.+xn*wn/n

xi = No. of opinion passed in particular parameters

wi = weight given for particular parameters

n = Total no.of respondents.

2. KolmogrovSmirnov Method =

Dn = Max [Fe-Fo]

Fe = Expected Frequency.

Fo = Observed Relative cumulative frequency.

5.1.6 RESEARCH DESIGN : The present study starts with exploratory research and

then graduates into descriptive research. Literature surveys and experience surveys have

been utilised as a part of the exploration research. Case data were gathered in the field

through questionnaire method. The analysis in case design does not use me

sophisticated quantitative and statistical techniques. The stress is more on qualitative

analysis of collected data. Conclusions have been drawn from comparisons and

differences among various points.

For the subject study the unit of analysis are people covered under the following age

groups

AGE 18-25 into first group

AGE 26-33 into second group

AGE 34-41 into third group

AGE 42- 49 into fourth group

AGE ABOVE 49 into fifth group


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5.1.7 ANALYSIS OF DATA :

The data was analysed with the help of the above mentioned statistical tool.

5.2 LIMITATIONS OF THE STUDY :

a. The survey was subjected to the bias and prejudice of the respondents. Hence 100%

accuracy can not be assured.

b. Some buyers and non buyers were reluctant to furnishtheir details and facts. As the

researcher has used closed ended question, open ended questions. The respondents

were restricted to express their ideas and views.

c. The facts may not be applicable to other markets in the district hence the findingsconnot be generalized.

CHAPTER 6

PROFILE OF THE COMPANY

6.1 SREE THIRUMAGAL TEX

Sree Thirumagal Tex is a small business unit located in Palladam.With adequate

knowledge and experience they started this business. They are wholly responsible for

the good functioning of the company. There are about 75 workers employed in the

company. The facilities extended to the workers are excellent. The main emphasis is

quality and this is done through imported machines. Incentives are given for

maintaining quality.

KEY STRATEGIES

To introduce new products in recognition of emerging pattern of demand. To increase Productivity, reduce Cost and improve quality. Development ofmuiti functional team for quality assurance.


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Future plans: It looks forward to enter new business focussingon new products and

variants in response to market feedback.

They are looking forward to enter readymade garments segment as there is a potential

market for readymade garments.

They are in an idea of entering the local market concentrating on readymade shirts for

men. Its potential market includes entire Chennai, North Arcot, South Arcot and

Pondicherry . A market study on the consumer spending pattern on readymade Shirts

will give them a clear idea for a marketing plan.

6.2 BACK GROUND :

Sree Thirumagal Tex was incorporated in 2001 and commends production in palladam

the capacity has been increased several fold and the plant has undergone several rounds

of modernization.

6.2.1 GROUP :

Sree Thirumagal Tex enjoys tremendous clout and D.Parmasivam promoted goodwill in

the Tirupur district Sree Thirumagal Tex over the years, the group became the leading

producer in the manufacturing process. Sree Thirumagal Tex has an impeccable trackrecord of cordial labour relationship with high operating efficiency and in focused on

core business activity.

6.2.2 PLANT LOCATION :

Sree Thirumagal Tex original plant located at palladam in the state of Tamil nadu

commenced production in 2001.

6.3 BUSINESS :

Sree Thirumagal Tex is a south based cloth manufacturer with a capacity of 65000 shirts

per year.

6.3.1 REGISTERED OFFICE:

Sree Thirumagal Tex


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75, chettair thottam ,(near) g.b. theatre,

trichy road,palladam -641664.

Tamil nadu

6.3.2 MANAGING DIRECTOR:

D.Parmasivam.

CHAPTER -7

ANALYSIS AND INTERPRETATION

TABLE 7.1 AGE WISE CLASSIFICATION

AGE RESPONDENTS PERCENTAGE

18-25 20 20

26-33 20 20

34-41 20 20

42-49 20 20

ABOVE 49 20 20

Total 100 100

Source :primary data Note : percentage figures are rounded off


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Respondents

20 20 20 20 20

05

10152025

18-25

26-33

34-41

42-49

above49

Respondent

Age

Respondents

FIGURE 7.1 AGE WISE CLASSIFICATION

This figure shows equal respondents in the field.

TABLE 7.2 CLASSIFICATION OF SAMPLES ACCORDING TO VARIOUSTYPES

AGE/VARIOUS

TYPES

FORMAL

CASUAL SEMIFORMAL

TOTALLL

18-25 13 4 3 20

26-33 17 2 1 20

34-41 10 6 4 20

42-49 12 2 6 20

AB49 13 2 5 20

TOTAL 65 16 19 100



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13

17

1012

13

42

6

2 231

46 5

0

5

10

15

20

18-25 26-33 34-41 42-49 AB-49

Age

Respo

ndents

Formal

Casual

Semi Formal

FIGURE 7.2CLASSIFICATION OF SAMPLES ACCORDING TO VARIOUSTYPES

In this figure highest percentage of people are ready to buy formal shirts in which,age group of 26-33 shows higher percentage as 17%.

TABLE 7.3 PURCHASE POINT

AGE/ AREA OFPURCHASE

RETAIL EX. SHOW ROOM TOTAL

18-25 11 9 20

26-33 8 12 20

34-41 12 8 20

42-49 11 9 20

AB49 13 7 20

TOTAL 55 45 100



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PURCHASE POINTS

55%

45%Retail shops

Exclusive Showroom

Figure 7.3 PURCHASE POINT

In this figure 55% of people prefers to buy shirts from retail shops.

TABLE 7.4 RESPONDENTS VIEWS TOWARDS THE PRODUCT

PROPERTIES/AGE 18-25* 26-33* 34-41* 42-49* AB-49* TOTAL

QUALITY 19 20 18 19 16 92

DURABILITY 14 16 14 18 13 75

DESIGN 15 15 18 13 15 76

VARIETY 13 14 12 13 13 65

WORKMAN SHIP 10 14 14 13 11 62

STYLE 15 12 13 15 16 71

EASE OF BUYING 7 8 6 6 7 34

EASE OF USE 3 9 6 3 4 25

PRICE 9 7 7 15 5 43



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1914 15 13

1015

7 3

9

2016 15 14 14

128 9

7

1814

18

1214 13

6 6 7

1813 13 13 15

3

1516 13 15 1316

4 5

19

67

11

05

10

152025

quality

durability

desig

n

variety

workmanship

style

ease

ofbuying

ease

ofuse

price

Properties

A

ge

18-25

26-33 34-41

42-49 ab-49

Figure 7.4 RESPONDENTS VIEWS TOWARDS THE PRODUCT

In this figure 92% of people prefer quality as the 1st preferences and design as2nd and durability as 3rd.

TABLE 7.5 CHOICE OF BRANDS

BRANDS/AGE 18-25* 26-33* 34-41* 42-49* ABOVE 49*

LP 12 12 11 12 12

VH 14 14 14 11 14

AS 9 8 10 10 4

A 14 8 12 11 9PE 16 14 9 12 8

S 5 8 11 10 12

Z 8 6 7 7 9

E 5 3 3 3 7

DB 6 5 8 6 7

R 9 8 10 9 8


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1214

9

1416

5

8

5 6

9

1214

8 8

14

86

3

5

8

11

14

1012

911

7

3

810

1211 10 11

1210

7

3

6

9

1214

4

9 8

12

97 7 8

0246

81012141618

louisphilip

e

vanhe

usan

Alla

nsolle

y

Arrow

Peterengland

sero

zodiac

Elysee

Derby

Raym

ond

Branded

Resp

ondents

18-25

26-33

34-41

42-49

above 49

Figure 7.5 CHOICE OF BRANDS

This figure shows the choice of brands among the different age group and inwhich age group between 18-25 choose PE as the top brand.


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TABLE 7.6 PRICE CRITERION

AGE YES N0 PERCENTAGE

18-25 12 8 20

26-33 11 9 20

34-41 16 4 20

42-49 14 6 20

AB49 13 7 20

TOTAL 66 34 100

Price Criteria

66%

34%

Y es

No

Figure 7.6 PRICE CRITERION

In this figure 66% of people prefers price as the main criteria.


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TABLE 7.7 PANTS IN THE SAMPLE

AGE YES N0 PERCENTAGE

18-25 16 4 20

26-33 8 12 20

34-41 8 12 20

42-49 8 12 20

AB49 3 17 20

TOTAL 43 57 100



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TABLE 7.8 PRICE RANGE

PRICE/AGE 18-25* 26-33* 34-41* 42-49* AB 49* TOTAL

BEL RS250 0 2 2 2 4 10

Rs 251-500 12 10 13 12 12 59

Rs 501-750 7 7 5 5 3 27

Rs 751-1000 1 1 - 1 1 4

Rs ABOVE

1000

0 0 0 0 0 0

10

59

27

4 00

10203040506070

Below Rs250

Rs 251-500

Rs501-750

Rs 751-1000

Above Rs- 1001

Price Range

%o

fRespondents

Figure 7.7 PRICE RANGE

In this figure rs251-500 is the price range which is highly recommended by allage group.


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TABLE 7.9 MARITAL STATUS

AGE MARRIED UNMARRIE PERCENTAG

18-25 2 18 20

26-33 12 8 20

34-41 16 4 20

42-49 20 0 20

ABOVE 49 20 0 20

TOTAL 70 30 100

Marital Status

70%

30%

MARRIED

UNMARRIED

FIGURE 7.8 MARITAL STATUS

In this figure the highly respondent people are married people of 70%.


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TABLE 7.10 FREQUENCY OF BUYING

AGE/FREQUENCY OF

BUYING

1 or 2 3 or 5 6 or 8 9 or 11 AB12 PERCENTAGE

18 -25 0 10 6 3 1 20

26-33 1 11 8 0 0 20

34-41 1 14 3 0 2 20

42-49 2 12 5 1 0 20

AB49 2 17 1 0 0 20

TOTAL 6 64 23 4 3 100

Figure 7.9 FREQUENCY OF BUYING

In this figure 64% of the people prefers to buy 3-5 shirts in a year.

01 1

2 2

1011

14

12

17

6

8

3

5

1

3

0 01

01

0

2

0 0

0

2

4

6

8

10

12

14

16

18

18 -25 26-33 34-41 42-49 AB49

age wis e

respondents


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TABLE 7.11 DESIGNS PREFERRED

STYLES/PREFERENCE

1st pref 2nd pref 3rd pref PERCENTAGE

PLAIN 52 17 16 85

STRIPES 23 39 16 78

CHECKS 17 25 32 74

M.TD .DES 7 7 14 35

OLD DESG 1 1 4 6

52

17 16

23

3916

17

25

32

77

14

11

4

020

40

60

80

100

120

1st

perference

2nd

perference

3rd

preference

old design

modern

checks

sripes

plain

Figure 7.10 DESIGNS PREFERRED

In this figure, in the 1st preference 52% of people prefer plain shirts, 23% stripesshirts, 17% check shirts, 7% modern trendy design shirts and 1% prefer old

design.

In 2nd preference 17% of people prefer plain shirts, 39% stripes shirts, 25%check shirts, 7% modern trendy design shirts and 1% prefer old design shirts.

In 3rd preference 16% people prefer plain shirts, 16% prefer stripe shirts, 32%check shirts, 14% modern trendy design shirts and 4% people prefer old designshirts.


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TABLE 7.12 SOURCE OF AWARENESS

SOURCES / PREFERENENC RANK

Words of mouth 47 1

Ads in mag 43 2

Ads in T.V/Radio 8 3

Tailors 1 4

NONE 1 4

This table shows the sources through which people knows about the productand the rank is set according to the preferences.

TABLE 7.13 NEEDS FOR BUYING

NEEDS 1st pref

Office Use 77

Casual Use 17

Festivals 5

Gifts 0

Others 1

TOTAL 100

This figure shows the needs of the people to buy the shirts for differentoccasions.


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CHAPTER 8

FINDINGS

The sample shows equal respondents in the field. Highest percentage of people are ready to buy formal shirts in which, age group

of 26-33 shows higher percentage as 17%.

55% of people prefers to buy shirts from retail shops. 92% of people prefer quality as the 1st preferences and design as 2nd and

durability as 3rd.

Choice of brands among the different age group and in which, age groupbetween 18-25 choose PE as the top brand.

66% of people prefers price as the main criteria. Rs251-500 is the price range which is highly recommended by all age group. The highly respondent people are married people of 70%. 64% of the people prefers to buy 3-5 shirts in a year. In the 1st preference 52% of people prefer plain shirts, 23% stripes shirts, 17%

check shirts, 7% modern trendy design shirts and 1% prefer old design.

In 2nd preference 17% of people prefer plain shirts, 39% stripes shirts, 25%check shirts, 7% modern trendy design shirts and 1% prefer old design shirts.

In 3rd preference 16% people prefer plain shirts, 16% prefer stripe shirts, 32%check shirts, 14% modern trendy design shirts and 4% people prefer old designshirts.

The sources through which people knows about the product and the rank is setaccording to the preferences.

The needs of the people to buy the shirts for different occasions.


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CHAPTER 9

SUGGESTIONS

Consumer Interest: From the Data interpretation and analysis it is clear that the consumers

are very much interested in the concept ofreadymade shirts. Also the concepts of branded

shirts is quite popular among all age groups Sree Thirumagal Tex can enter the readymade

shirts market with a popular or catchy brand name .

Target segment

Segment: There is enough marketing potential in all age groups. Price range: To start with

Sree Thirumagal Tex can concentrate in the price range Rs. 250/- to 500/-. They can also

operate on price range Rs.501/- to 750/-. But they will be competing with leading brands

like Louis Phillipe , Van Huesen, Arrow, Alien Solly, Park Avenue, etc. To compete with

them who have developed a brand image by being in the market over the years will be a

tough task. Instead they can operate at belowRs.250/- level. Kumar's, Cambridge, Vivaldi &

Cassidy's are me other brands liked by people other than the most popular brands

Designs & types : From the study it is clear that formal wear is liked by all segments. In the

marketing mix they can give importance forplain, stripes and checked shirts

Needs : Customers buy shirts mainly for office wear. Other needs are casual use & Festivals.

64% of the respondents buy in the frequency range of 3 to 5 shirts a year. The higher

frequency range are chosen by young people this will be also useful in budgeting for the

company.

Promotional Measures : Press &TVshould be utilised to create

awareness initially and later to maintain its presence in the terms of

die brand.


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Product Features : Quality, Durability, Design, Variety, Workman

ship & Style must be stressed understanding the needs of the

customers and also should be innovative unique in its product of offering.

To begin with the company can offer products through retail shops but after the brand

awareness is created they can go in for exclusive show rooms also.

Sree Thirumagal Tex has to exploit the followingoppurtunities.

There is no market leader in casuals. Casuals with denim collar is slowly becoming popular. Customers are tired with old colours in plain shirts. They want new rich colours. Customers and dealers are easily attracted by Schemes. This will be an useful

aspect during Festivals.

CHAPTER 10

CONCLUSION

Consumer interest towards readymade Shirts is quite pronounced across all age groups.

Among the various features quality is most preferred. The company should give importance

to quality .The other important features customers look in for are durability and design. It

should offer innovative designs and styles should be great.

The target market for formals can be across all age groups and for casuals the segments

18-25, 26-33, and 34-41.

Sree Thirumagal Tex should expand its market over the next two years to entire Tamil

Nadu and slowly to other states too if a good market exists.


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During festival times promotional measures should be maximum. Posters and banners

are to be used. They can also offer various schemes to customers as well as retailers.

The biggest risk is the mushrooming of small local operators who target the local areas.

To combat this new management should monitor the local developments as well as ensure

that in terms of the product offering and services they are always perceived as unique. This

would necessitate continuous innovation to eliminate fatigue and the maintenance of high

quality standards.

BIBLIOGRAPHY

1.O.D.Sharma -Marketing Research Principles, Application & Cases.

2. Mamoria& Mamoria - Business planning & Policy.

3. kothari C. R - Research methodology; methods and technics.

4. Philip Kotler Marketing managemen.


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APPENDIX

Appendix sample Questionnaire

Q1 . Name : __________________________________________________

Q2. Address : ________________________________________________________________________________________________________

Q3. Age:

18 25 years 26-33 years 34-41 years 42-49 years above 49

Q4. Disposable Income :

Below Rs4000/- Rs 4001/- to Rs 6000/ - Rs6001/- to 8000/-

Rs8001 to Rs 10000/- Rs10001/- to Rs12000/- above Rs12000/-

Q5.Martial Status :

Married Unmarried

Q6. Do you buy Ready made shirt:Yes No

Q7. What type of shirt do you buy:Formal casual Semiformal

Q8. How many shirts do you buy in a year :1 - 2 3-5 6-8 9-11 above 12


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Q9.What type of design do you prefer :(could you rank your order or pretence .Any three please .01 most preferred 03 least

preferred)

Plain Stripe ChecksModern Trendy designs Old designs

Q10. what is the price range you generally buy Rs.Below 250/- Rs 251/- to Rs 500/- Rs 501/- to Rs750

Rs751/-to Rs1000/- Above Rs1001/-

Q11. Needs for buying (if there are more than one need ,please rank)Office use casual use festival gifts others

Q12.Do you buy branded shirts :Yes No

Q13.Could you rank your order of preference of these brands of shirts if you are toBuy. Any six please 01 most preferred ,06 least preferred.

Louis Phillipe Sero Van-HeusenZodiac Allen sollay Ely seeArrow Double bull Peter englandRaymond

Q14. Could you name any four brands of shirts you buy other than these brands.

1. 2.3. 4.

Q15. Where do you buy branded shirts :Exclusive show room Retail shops

Q16. Do you think price is the only criterion for consumers to buy unbrandedshirts(unbranded here refers to brands other than the popular brands)

Yes No


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Q17. Do you buy readymade pants also (other than jeans )Yes No

Q18. How did you come to know of these brand .Word of mouth Ads in magazine /newspaper Ads in Tv/Radio

Posters /banners Tailors Cloth merchants

Q19.Reasons for preference of these brand (any six please).Quality of the cloth Durability Design VarietyWorkmanship Style Ease of buyingEase of use Price

branded t shirt

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