A

RESEARCH PROJECT

on

“CONSUMER BEHAVIOUR REGARDING

GRASIM SUITINGS”

Submitted to:

Kurukshetra University,Kurukshetra

In partial fulfillment of the

Requirements for the award of Degree of

Master of Business Administration(2009-2011)

Under the guidance of: Submitted by :

MR.Virender Dalal SAHIL VERMA

(ASM) Roll no:

GBTL MBA

MAHARAJA AGRASEN INSTITIUTE OF MANAGEMENT & TECHNOLOGY

(ISO 9001-2008) JAGADHRI-135003 (YAMUNANAGAR)Approved by AICTE and HRD Ministry, affiliated to Kurukshetra University, Kurukshetra

DECLARATION

I, SAHIL ( MBA IIIsem), Maharaja Agrasen Institute of Management and Technology Here certify that I have

successfully completed the training on “Consumer Behavior in Grasim Ltd” Bhiwani (Haryana), during my

summer training i.e. from 15 June to 30th july 2010.

All the information given in the project are true and whole my own presentation and not copied from

anywhere else.

I hereby declare that the project report I am presenting the original piece of work prepared by me, under

guidance of our faculty members and the experts of this topic in Grasim Ltd . This report has never been

presented by any other student of any college or university. And I have done it with all sincerity& honesty.

(SAHIL)

Acknowledgement

Behind every success there are thousands. I wish to pay my gratitude to each one of them. At the outset, I wish

to express my gratitude towards my lovable faculty & thankful to all whom contributed the completion of this

report.

I am grateful to Dr. Rajkumar Sir (Director), to Dr. Adarsh Aggarwal (HOD) and to Mr. Abhishek Harit

(training coordinator) whose continuous encouragement & willing cooperation provided me a great help in the

preparation of this report.

I would also like to thank Mr. VIRENDR DALAL(Area sales manager, BTM.), Mr. Manohar Sharma (HR

Deptt, B. T .M) who guided me during training.

Last but not least I thank all of those who are responsible for the success of this report.

PREFACE

With the globalization & liberalization, business management has becomes so difficult and environment so

complex that nothing less than “The Best “can survive in this business world. So the business manager must not

only be acquainted with the latest management tools and techniques, but he should also know how to implement

them.

“Theory without practice is sterile; practice without theory is blind”. So no, doubt, class room is

important but at the same time, project is also an integral part of a future manager’s curriculum .It gives him a

chance to apply the concepts in real life situations.

All M.B.A students are required to undergo training report in 2nd semester. I have done my training under Mr.

VIRENDER DALAL. The project given to me that is “Consumer Behavior”. On the Basis of the survey

conducted, I have concluded the findings and recommended.

CONTENTS

S No. CHAPTERS PAGE

NO.

1. Introduction to Consumer Behavior 1-6

2. Literature Review 7-14

3. Introduction to Grasim Industries

Textile Industries in India – At a Glance

History of Grasim Industries

Manufacturing Process

15-25

4. Objectives of Study 26-27

5. Research Methodology 28-30

6. An evaluation of Consumer Behavior 31-46

7. Findings, Conclusion & Suggestions 47-52

8. Bibliography 53-56

9. Questionnaire 57-61

TABLE NO. NAME OF THE TABLE PAGE NO.

1 Preference of the consumer 32

2 Attributes 33

3 Ranking of the brand 34

4 Satisfaction level 35

5 How much satisfaction level 36

6 Have you ever bought Grasim product 37

7 Availability of Grasim product 38

8 Finish of fabric 39

9 How’s advertisement 40

10 Awareness level 41

11 Suggest to improve 42

12 Most selling price 43

13 Influencing factors 44

14 Mainly Grasim buy for 45

15 Buy Grasim for 46

Figure NO. NAME OF THE TABLE PAGE NO.

1 Preference of the consumer 32

2 Attributes 33

3 Ranking of the brand 34

4 Satisfaction level 35

5 How much satisfaction level 36

6 Have you ever bought Grasim product 37

7 Availability of Grasim product 38

8 Finish of fabric 39

9 How’s advertisement 40

10 Awareness level 41

11 Suggest to improve 42

12 Most selling price 43

13 Influencing factors 44

14 Mainly Grasim buy for 45

15 Buy Grasim for 46

CHAPTER:1

INTRODUCTION

To

CONSUMER BEHAVIOUR

Consumer Behavior

Introduction to customer behavior

The study of consumers helps firms and organizations improve their marketing strategies by understanding

issues such as how

The psychology of how consumers think, feels, reason, and select between different alternate (e.g. brands,

products)

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs,

media);

The behavior of consumers while shopping or making other marketing decisions;

Limitations in consumer knowledge or information processing abilities influence decisions and marketing

outcome; 

How consumer motivation and decision strategies differ between products that differ in their level of importance or

interest that they entail for the consumer; and

How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively

reach the consumer.

One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the

processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs

and the impacts that these processes have on the consumer and society." Although it is not necessary to

memorize this definition, it brings up some useful points:

Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of

clothes a person wears) or an organization (people on the job make decisions as to which products the firm

should use).

Consumer behavior involves the use and disposal of products as well as the study of how they are purchased.

Product use is often of great interest to the marketer, because this may influence how a product is best

positioned or how we can encourage increased consumption. Since many environmental problems result from

product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at

landfills) this is also an area of interest.

Consumer behavior involves services and ideas as well as tangible products.

The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high

fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and

economy.

Definition of customer behavior

By definition customer behavior is to know about the customers’ way to obtain, use and dispose products. It's

important for marketing to know the customer behavior by using different strategies. There are so many

different ways to influence customers like new products, promotions, advertisement, good quality and price

Characteristics affecting of consumer behavior

Culture factor

Culture

The set of basic values, perceptions, wants, and behavior learned by a member of society from family and other

important institution.

Subculture

A group of people with shared value systems based on common life experiences and situation.

Social classes

Relatively permanent and ordered divisions in the society whose members share similar values, interest and

behaviors.

Social factor

Reference group

Two or more people who interact to accomplish individual or mutual goals.

Family buying decision: Depending on the production and situation, individual family members exert different

amount of influence.

Role of status: A person belongs to many groups-families, clubs, organization. The person position in tat us

each group can be defined in terms of both role and status.

Personal factor

Age and life cycle stage: People change the goods and services they buy over their lifetimes.

Occupation: A person’s occupation affects the goods and services bought.

Economics situation: A person’s economic situation will affect product choice.

Psychological factor

Motivation: Motivators researchers collect in depth information from small samples of consumers to uncover

the deeper motives for their product choice.

Perception: The process by which people select, organize, interpret information to form a meaningful picture of

the world.

Learning: Changes in individual behavior arising from experience.

Belief: A descriptive thought that a person holds about something.

Attitude: A person consistently favorable or unfavorable evaluations, feelings and tendencies toward an object

or idea.

Chapter no-2

LITERATURE REVIEW

LITERATURE REVIEW

A brief review of some studies conducted in the context of family decision — making is, given below:

Curtis P. Haugtvedt, Paul Herr, Frank Kardes,Erlbaum,(2008) 

The author will concentrate on the various ways affect influences judgment and choice rather than on broader

and historical perspectives. These will include the role of affect in information retrieval, differential processing

of affectively colored information (including the role of affect in strengthening mental associations and memory

consolidation), how and when affect provides information that influences judgments and decisions, and the

motivational role of affect in guiding behavior and signaling the need for changes in vigilance, intensity, and

direction.

Building Global Textile and Apparel Brand Image Strategies:

S.forsyth,j.kim (2001) This year we focused on identifying the imapct of tangible performance attributes;

intangible image attributes and price on overall perception of value and intention-to-buy US branded apparel

products. We developed a conceptual framework for understanding the impact of apparel attributes on

consumers’

. Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product

Markets

Austin, J., Siguaw, J.A. & Mattila, A.S. (2003)., the proposed model accounts for the effects of

brand preferences, model attributes and marketing mix variables on consumer choice. First, we carry out a

simulation study to ensure that our estimation procedure is able to recover the true parameters generating the

data. Then, we estimate our model parameters on data for the U.S. digital camera market. Overall, we find that

the effect of dynamics in the intrinsic brand preference is greater than the corresponding effect of the dynamics

in the brand's product line attractiveness. Assuming plausible profit margins, we evaluate the effect of

increasing the advertising expenditures for the largest and the smallest brands in this category and find that these

brands can increase their profitability by increasing their advertising expenditures. We also analyze the impact

of modifying a camera model's attributes on its profits. Such an analysis could potentially be used to evaluate if

product development efforts would be profitable.

.

Tourists' attitudes towards textiles and apparel-related cultural products: A cross-cultural marketing study.

Yuri Leea, Soyoung Kim(2008)This study examined American, Korean, and Chinese female

consumers' evaluations of and purchase intentions towards Korean textiles and apparel-related cultural products.

This study also investigated how a consumer's evaluations of Korean textiles and apparel-related cultural

products are related to novelty-seeking tendency, world-mindedness, and familiarity with Northeast Asian

culture on the part of female tourists. Novelty-seeking appeared to be useful only when predicting how one will

respond to cultural products from other countries and cultures, but not from one's own. Regardless of the

sample, respondents' evaluations of the color and design of the product stood out as the most important

indicator, across all four products, of how much they would like a given product, and further, would also like to

purchase the product. Northeast Asian design contributed to favorable purchase intention even for those who are

from Northeast Asia, indicating that fashion cultural products are not targeted only at those from other cultures.

To know the effect of the perception on Indian Urban Female Consumer Buying Behavior Dr. Avinash Kapoor and Dr. Chinmaya Kulshrestha (2008)

Products Convey different meanings to different people, consumers form differing attachments tothem. Unique

consumer-product relationships develop specific to the individual and the situation, but the nature of the product

is also highly relevant. The meaning of products may ultimately depend more on the nature of consumers rather

than the nature of products,

Understanding how involved consumers become in their apparel - that is, their attachments to them-

provides a deeper understanding of the dynamics of consumer behavior and the nature and role of the product

category of fashion (Martin, 1998).

Evard and Aurier (1996) found that involvement is placed at the heart of the “person-object

relationship” and the relational variable most predictive of purchase behavior (Martin, 1998). Contemporary

fashion experts indicate that consumers are often distributed across a wide range of fashion consciousness and

behavior.

Consumer Decision-making at an Internet Shopbot

Martin Natter(2008) 

it is important to carefully assess the relevance of new information sources for shoppers. Our study gives

insights regarding the impact of the availability of the chart itself as well as chart characteristics emerging

from product depreciation over time and past market turbulence. Specifically, we investigate the role of trend

and variance on (1) purchase timing, (2) price expectations, and (3) decision quality. Using the heuristic-

systematic model (HSM), we experimentally test the effects of price charts on consumer behavior. Our analysis

shows that price charts are a relevant source of information for consumers. Most importantly, we find that chart

information about past prices makes shoppers defer their purchase decisions to obtain a better price. The trend

of a price chart has a stronger impact on consumer behavior than variance, more gently declining charts

especially contributing to an improved decision quality, steeply declining price charts adding more to the

optimization of consumers' wait or buy decision.

How Environmental Cues Influence Product Evaluation and Choice

Grainne Fitzsimons(2007) the authors find that products are more accessible, evaluated more

favorably, and chosen more frequently when the surrounding environment contains more perceptually- or

conceptually-related cues. The findings highlight the impact of frequent - in addition to recent -priming in

shaping product evaluation and choice: More frequent exposure to perceptually- or conceptually-related cues

increases product accessibility and makes the product easier to process. This increased accessibility, in turn,

influences product evaluation and choice, which are found to vary directly with the frequency of exposure to

conceptually-related cues. These results support the hypothesis that conceptual priming effects can have

strong impact on real-world consumer judgments.

The Impact of Price Disclosure on Dynamic Shopping Decisions

Benedict G. C. Dellaert   (2005)This paper addresses the differential impact of disclosing either

only current, or both current and future prices, on consumer shopping decisions in multi-period tasks involving

multiple product purchases. In the context of an Internet-based experiment, we find that consumer expenditure

deviates more strongly from that of a normative model when both current and future prices are disclosed than if

only current prices are disclosed. We investigate the behavioral effects underlying this finding by estimating a

model that allows for variations in consumer discounting, strength of store price format preferences, as well as

choice consistency between different price disclosure conditions.

Me, Myself, and My Choices: The Influence of Private Self-Awareness on Preference-

BehaviorConsistency,Caroline Goukens   (2008)

Research presented in this article examines the impact of private self-awareness on consumer decision making.

Three studies report converging evidence that by increasing self-awareness, consumers encounter fewer

problems in determining their product attitudes and, thereby, behave in a way that is more consistent with their

own personal product preferences. In study 1, the authors found that the compromise effect and the attraction

effect are both dramatically reduced under self-awareness, suggesting that self-awareness helps individuals in

identifying which attributes are really important to them. This conjecture was confirmed by study 2, in which it

was found that the effect of self-awareness on context effects was mediated by more articulated attribute

preferences and indistinguishable from the effects of a manipulation that induced people to think of their

preferences in advance. In study 3, the authors found that self-aware consumers are more likely to stick to their

personal favorite choice options when composing a product set. These findings are consistent with the idea that

self-awareness increases consumers' sense of their personal attitudes towards each choice option.

. The Role of Conscious Awareness in Consumer Behavior

Tanya L. Chartrand (2008) Consumer behavior can be influenced by mental processes that

occur outside of conscious awareness. It is argued that in each domain of automaticity, researchers should

specify the aspects of which consumers are presumably unaware. Three types of awareness are identified. These

include awareness of (a) the environmental features that trigger an automatic process, (b) the automatic process

itself, and (c) the outcome of that automatic process. Individuals may be unaware of one or more of these stages,

thereby making the process no conscious. With additional clarity regarding which aspects are no conscious in

which domains and the specific role that awareness plays, we can begin building a more comprehensive model

of no conscious processes in consumer behavior.

Values, environmental attitudes, and buying of organic foods

Suzanne C. Grunerta,  (1999),

Results from a study with Danish school teachers on their values, environmental attitudes, and buying of

organic foods are reported. The objective was to investigate the applicability of the Schwartz value theory and

measurement approach (Schwartz, 1992) in explaining specific aspects of consumer behaviour. This theory was

developed within a general social psychology framework and has been tested cross-culturally for some 90

samples in 45 countries. Using smallest space analysis, cluster and discriminant analysis, the explanatory power

of values for environmental attitudes, and the relationships between attitudes and buying of organic foods were

assessed in order to determine which values are relevant for environmentally concerned versus unconcerned

consumer behaviour.

Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of EvidenceValarie

A. Zeithaml(2010)Evidence from past research and insights from an exploratory

investigation are combined in a conceptual model that defines and relates

price, perceived quality, and perceived value. Propositions about the concepts

and their relationships are presented, then supported with evidence from the

literature. Discussion centers on directions for research and implications for

managing price, quality, and value.

Organizational buying behavior: past performance and future expectations

Jagdish N. Sheth(1996) Focuses on future academic research in organizational buying

behavior. Concludes that purchasing function is dramatically shifting from the transaction-oriented to the

relational-oriented philosophy, and it is also shifting from domestic to global sourcing. This will change

the role, processes and strategies of procurement and, therefore, new research opportunities will emerge

for academic scholars. These include understanding suppliers as customers; cross-functional supplier

teaming; economic value of supplier equity; supply experience curves; hub and spoke organization;

bonding with suppliers; global sourcing processes; cross-cultural values in purchasing; cross-national

rules and regulations; and service procurement.

The complex relationship between consumer satisfaction and brand loyalty

JoséM. M. Bloemera, (1994) First, in defining brand loyalty, a distinction is made between repeat

purchasing behavior and brand loyalty. Next, true brand loyalty is distinguished from spurious brand loyalty.

Second, two types of consumer satisfaction are distinguished based on the amount of elaboration upon the

evaluation of the brand choice: manifest satisfaction and latent satisfaction.It is hypothesized that the positive

relationship between manifest satisfaction and true brand loyalty is stronger than the positive relationship

between latent satisfaction and true brand loyalty. In other words, a moderator effect of the amount of

elaboration upon the relationship between consumer satisfaction and true brand loyalty is expected and found.

Also, some other effects are found indicating that the relationship between consumer satisfaction and brand

loyalty is not simple and straightforward

INVOLVEMENT: A POTENTIALLY IMPORTANT MEDIATOR OF CONSUMER BEHAVIOR

Andrewa Mitchell(1995)

Although "involvement" has the potential of being an important mediator of consumer behavior, our current understanding

about its effects are limited. The primary reason for this seems to be our general failure to develop a publicly acceptable

conceptual definition of "involvement", valid measures of it and procedures for manipulating it in the laboratory. Until this

is accomplished the quality and quantity of empirical research in this area will be limited. The papers in this session, in

general, reflect this problem. [ABSTRACT FROM AUTHOR] Copyright of Advances in Consumer Research is the

property of Association for Consumer Research and its content may not be copied or emailed to multiple sites or posted to

a listserv without the copyright holder's express written permission. However, users may print, download, or email articles

for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy.

Wells and Gubar (1966) identified stages which were expected to lead to greatest purchasing involvement as

those in which children were present. They described that discretionary income is low in these stages which

makes the act of purchasing more personally relevant since value oriented buying is necessary to achieve the

expected standard of living of the family.

Davis and Rigaux (1974) obtained information about marital roles at each of the three decision stages (problem

recognition, search for information and final selection) for 25 household product decisions. While no significant

differences were found in average relative influence across the three decision stages, the proportion of couples

in the joint category was significantly greater for the information-search phase than the problem recognition and

final selection phases.

Hempel (1974) and Slama & Taschian (1985) validated that education of a spouse was positively related to

search behavior in individuals, with higher levels of c education producing greater propensity to search for

information and alternatives before making final purchases.

Verma (1982) concluded that as initiators of idea or influences in decision making, all family members

particularly husbands, wife and children prove to be important. But as deciders and buyers, the male members,

particularly, the heads of the family play more effective roles.

According to Bloch and Richins (1983), nature of product was also found to play an important role in

determining the level of consumer involvement. Purchase of durables has often been described as ‘high

involvement decisions.’

Slama and Taschian (1985) proposed that independent of the product class, there are some persons who tend to

be more involved in the consumer decision process.

The findings revealed that those people are women who have children , moderate L income and relatively high

education. They also empirically validated a curvilinear relationship between purchasing involvement and

income; with moderate levels of j income producing the highest level of purchasing involvement, while the

families in low and high income groups are relatively less involved.

Burns and Foxman (1989) suggested that investigation of wife’s employment and purchasing behavior must be

sensitive to the interplay between a) increased family purchasing power and b) decreased wife’s discretionary

time. They proposed that income has confounding effects and role overload acts as a moderating variable in

accounting for differences between working and non-working women. They summarized role load as a single

composite variable to capture the effects of all time commitment made by the married women. While

developing a preliminary model to study and explain the use of advertising as information source for married

women, they identified that variables such as number of children, wife’s work week length, wife’s age and

education were determined variables; wife’s role load and family income were moderate variables whereas use

of advertising was the outcome variable.

Chapter no-3

INDUSTRY PROFILE

TEXTILE INDUSTRY IN INDIA

AT A GLANCE

The textile industry is one of the oldest, largely & most firmly established major industry of our country at

present.

At present India is the third biggest textile exporter in the world marker. Textile industry plays an important

role of country. In March 1992, there were 1117 textile (846 spinning mills and 271 mixed mills). The industry

provides employment to 11.5 lacks of people which constitute 18% of the total labour forces. The textile

industries not only meet our demands but also produce sufficient clothes for export.

The textile industry is facing a lot of problems and passing through deep crises. The main problem are

mismanagement and old technology in many mills, shortage of raw material, outdated machines, number of sick

units (123 in Marks 1993), discontentment among the labour face, non cooperative attitude of the trade unions,

serious challenges in the world market, irregularity in the power supply and tough competition form the

decentralized areas. The textile industry has not overcome its difficulties in maintaining output at the desired

level. In order to remove these difficulties the Govt. formulated New Textile Policy in 1985.

Introduction to company:

Grasim Industries Limited

Established in 1947, Grasim Industries Ltd. has displayed remarkable business acumen to grow both vertically

and horizontally. Grasim has tapped opportunities as a result of our dynamic approach to emerge as a leading

industrial giant of our country.

Today, Grasim Industries are more than industrial enterprises; they are a symbol of India’s search for

economic and industrial liberalization.

The Aditya Birla Group with a turnover of approximately US $715 million, the group enjoys a pioneer

status in numerous industrial disciplines. It tries to faster a simple corporate philosophy that is to achieve

perfection and excellence in all spheres. Its tradition is that of innovation, dynamism & experimentation.

Research and Development plays a vital role in its vertical and horizontal integrating programs. Human

Research Development is an integral part of the corporate policy. The programs aim at motivating and

enhancing efficiency at all levels. The search for excellence has made its diversifiers presence flat in various

sectors right from clothing clothing to infrastructure.

History of Grasim Industries Limited

(Fabric & Yarn Division)

In 1964, when the Punjab cotton Mills, now known as Bhiwani Textile Mill, was taken over by Grasim

Industries, little was known that another success story was being written Success at BTM was not by chance,

but by an attitude of accepting challenges .B.T.M. manufactures Polyester Viscose blended yarns and fabric.

Marketed under the brand name Grasim Suiting, the fabric is amongst the most popular name in

the country.

The uncompromising quality consciousness has made BTM was worthy of international quality

recognition. In 1994, BTM was awarded the prestigious ISO 9002 certification. Each process, from buying the

fiber to the finished fabric, is monitored by computerized machines and highly qualified workers and

technicians. Being a composite unit spinning, weaving and processing is done under one roof and there are

stringent quality checks at every stage.

In efforts to have its presence felt in the consumer’s mind, BTM frequently organize fabric shows dealers

conferences and one-to-one contact with retailers. The annual prestigious “Grasim- Mr. India” contest is a

tribute the Indian Male. The winner-up at the `Best Male Model of the world` contest.

MANUFACTURING PROCESS

Bhiwani Textile Mills manufacturing product types yarn and fabric. The main operations involved in the

production of yarn & fabric and called spinning and weaving respectively. We will discuss here in Brief, various

sub processes carried out in the executing of these operations.

Spinning:

This is the process of conversion of fiber (raw material) into yarn (output). Fabrics are two type natural and

synthetic fibers. But B.T.M. makes use of the latter only. Polyester, viscose, Acrylic, Nylon, Orlon, Triolobale

etc. are various sub-type of synthetic fiber, which are being used by B.T.M. The production system of yarn can

be shown as:

Input Transportation Output

(Fiber) Process (Spg.) (Yarn)

The various sub process of spinning is executed in the following sequence –

Mixing and Blowing-------> Carding----- > Drawing -------->simplex-------->Ring-------

>Frame----- -->Winding- ------->Doubling--------->Packaging

Mixing and blowing:

The two processes are executed on the same machine blender. The objective of mixing is to make a uniform and

homogeneous blend- of different types of fibers in ratio. This ratio is fixed by the blend specification required in

the desired final product i. e. yarn. The most demanded finer blend is polyester / viscose in the ration

65/35,48/52.35/65 etc. mixing results in loose turns of blended fiber, which then blowing process.

The main objective of blowing are cleaning; opening and lap formation form the tufts of fiber laps are nothing

but long uniform sheets of fiber wound round iron rods. Weight and Length of laps are standardized. Fiber at

this stage becomes free from any unwanted like

dust stone, sand etc

Carding:

Laps from blow room are brought to the carding machines. The main objectives of carding and sliver

formation of fibre. Hence, for the first time in the spinning process, the fibers are giving the form of a top. Silver

in fact are thick rope like structures of the fiber kept in big plastic drums. Carding removes every impurity from

fiber that had remained in it even after Blowing

Drawing:

Slivers are converted into more uniform slivers here. So both the input and output are slivers. The main

objective of Drawing is parallelization of fibers. It increases the uniformity and evenness of the fiber.

Simplex:

The sliver drums get converted into smaller `roving` here. The main objectives of this process are to increase the

length and strength of the rope from of the fiber. This is the stage prior to the final stage of yarn formation. For

the first time in the process of spinning. Twist is introduced here and tinning of the rope begins.

Ring frame:

The roving is converted into smaller sized bobbins in this process. The main objectives of `ring frame` are to

increase the twists and length of the roving from of fiber and thus convert it ‘yarn’ the final product. So ring

frame is the final stage in yarn production. At this stage twists are given according to the customer’s

specifications. Due to excessive thinning, the yarn can break here. In order to avoid such breakage and

unevenness in the yarn, the relative humidity is kept at about 65%in this section.

Winding:

In this process yarn is wound on cones larger package in order to get a longer and continuous yarn length,

suitable for the weaving process. It also removes weak places in the yarn .The main functions of winding

machine therefore are to convert bobbins into cones and remove any slabs or fluffs from the yarn.Slub is a yarn

defect of unevenness (Thinker at some places).

Reeling:

Yarn can be wound in the form of hanks also in place of cones if the customer demands it so. The process of

making hanks is called reeling. Bobbins from ring frame are fed to the reeling machine & we get hanks.

Doubling:

Sometimes we require doubled yarn. This is mostly required to give some fancy effect. We can multiply (2,3or

more) yarn by the process of doubling. This involves two machines –Cheese winding machine and doubling

machine. Cones from winding machines are fed to the cheese winding and we get bobbins, on which 2 or more

yarns are would in a parallel fashion. Then on doubling machines these parallel yarns are given twist according

to the specification .Here the bobbins again get converted into cones. Irrespective of colors. These designs are

called weaves & can be of various types –mat twill, plains, double weave etc. In drawing in stage, yarn form

weaver’s beam is drawn through healed eye and reed (two parts used on loom to produce design) in accordance

with the predetermined design for a particular fabric. Without accurate drawing in process, it is impossible to

have desired design on loom. After drawing in the beam is ready for weaving.

Loom Seed:

Looms are the actual weaving machines. Here yarn runs in two directions – lengthwise and breadth wise. The

yarn running lengthwise on the loom in called warp and the running breadth wise is called weft. The cloth

produced at this stage is called grey cloth. This is produced by inserting weft yarn in warp sheet according to the

predetermined design of reeds & picks Reed and pick are respectively the no of ends warp wise and weft wise in

one square inch of fabric. Which are essential parts of loom? The types of looms in the loom shed of B.T.M.

Weaving:

Synthetic yarn is used as the input in weaving process (in B.T.M.)And the end product obtained is fabric .So

Weaving is the process of converting yarn into fabric. The various operations involved in the process are

sequentially followed is the following manner:-

Warping --------Sizing--------Drawing-in------Loom

seed---mending----------Finishing----------Folding-----

packaging.

Warping:--

This is the first sub process in weaving .Here the yarn is used to form beams main objectives of warping are ---

# to form a beam

#to remove weal places which

#to remove slob and fluff etc.

Warping consists in arranging side by large, a large number of yarn ends to form a sheet of yarn wrapped round

an iron rod. This on the iron rod. This sheet on iron rod is called” Beam”.

Sizing:

Sizing is a chemical treating of yarn beams. The objectives of sizing are –

# To provide further strength to the yarn to withstand the tension while running on the loom and hence reduce

breakage.

# To protect the yarn forms various types of insects.

Various material are used in sizing, to achieve the above mentioned objectives .These material include –starch

adhesives fitting materials and insecticide sets. The beams after sizing are called ‘Weaver’s Beam’.

Drawing In :

This is the stage where basic information takes place irrespective of the colors. These designs are called weaves

& can be of various types mat twill, plains double weave etc. In drawing in stage, yarn form weaver’s beam is

drawn through healed eye and reed two parts used on loom to produce design in accordance with the

predetermined design for a particular fabric.

Without accurate drawing – in- process, it is impossible to have desired design on loom. After drawing in

the beam is ready for weaving.

Loom Shed :

Looms are the actual weaving machines. Here yarn runs in two directions lengthwise and breadth wise .The

yarn running lengthwise on the loom is called warp. And the running breadthways is called weft. The cloth

produced at this stage is called Grey cloth. This is produced by inserting weft yarn in warp sheet according to

the predetermined design of reeds & picks. Reed and pick are respectively the number of ends warp wise and

weft wise in one square inch of fabric. Which are essential parts of looms? The types of looms in the loom shed

of B.T.M. are:

Denier 66 Suzie 30

Seltzer is the advanced version of Denier’.

Types of faults generally found after weaving:

1. Chira

2. Design Cut

3. Jala

4. Jhirly

5. Patti

6. Double Ends

7. Fourply

8. Wrong Drawn

9. Wrong denting

10. Shutter fly

11. Wrong pattern.

Mending:

The grey cloth form the loom shed is brought for mending. The full length of the cloth is manually checked

here, and the defects are removed by hand scissors and other equipment .Most of the removable defects in fabric

gets removed here.

Finishing:

Mended cloth id further processed in the finishing Section. Finishing is one of the most important processes,

because the fall, luster and drape of the final product i.e. cloth depends largely upon it. Some other functions

that this section can perform are making the cloth fireproof, shrink proof, wrinkle proof, water proof etc.Mainly

three processes are carried out in this section processing, Dyeing and printing.

Processing:

In this subsection the long thread which remain loosely attached to the surface of the fabric are removed first of

all .After that ,small hairy fibers projecting form the surface of the fabric and certain is impurities like dust and

waxy material etc. are also removed. The fabric is then thoroughly washed to remove Mandy from it .It is dried

then and passed on a Setter machine, where by the process of Heat set the shrinkage of cloth is removed, and by

chemical processing Lustier & shine are produces.

Dyeing and printing:

Fabric can be two types according to the dyeing process:

Top Dyed: Manufactured from already dyed yarn & Piece .dyed manufactured form untied gray yarn & hence

required dyeing. In the dyeing process, the polyester and

Viscose parts of the cloth are dyed separately because there

Chemical & condition, requirements vary. Polyester part is dyed by using the disperse dyes and at very high

temperature .But viscose part requires wet dyes (i.e. the days which are easily soluble in water. The fabric is

washed after dyeing both these parts.

Fabric printing is of two types screen printing & Roller printing.

But in the products of B.T.M printing is not usually required .After the processing for printing & or Dyeing the

fabric of every type is properly washed and dried.

Folding:

The finished fabric is brought to this section for checking and folding. It is also part of the quality control at

B.T.M. The fabric is manually checked inch by inch. This inspection is done for finding any faults and

removing them if removable .If faults cross a limit in certain quality, the fabric is rejected and sold under

seconds.

The checked cloth is folded in the form of than and pent length standard length of a than varies from 6 to 12

meters, pent length is a length is 1.20 meters of cloths length of Cloth lesser than P.L. are graded as:-

Superior : 91 cm to 1.19 met.

Fents : 45cm to 90 cm.

Rags : 25 cm to 44 cm

Cindy : Below 25 cm

Packaging:

Each than is wrapped over a separate sheet of thick card board. Then each ‘than’ is packed in a polythene bag

and sent to warehouse. Pent lengths are sent as such to warehouse i.e. without any packing. In warehouse, than

and P.L.S are packed in different package, according to the orders of the parties .The cloth is now ready to be

transport to the dealers.

Chapter -4

OBJECTIVES

OF THE

STUDY

Objectives of Study:-

Objectives established the goal and the aims of business and determine its shape of future events .Objectives are

the way of achieving motives for profile or self service objectives represent a clear picture of activities which

are sought to be achieved. Main objectives of BTM as given in its memorandum of Association are:-

To know the preferences of the customer.

To study the attitude of the consumer towards Grasim product.

To check the satisfaction level of consumer regarding Grasim suiting.

Chapter -5

RESEARCH

METHODOLOGY

Research Methodology

A research methodology is a way to systematically solve the research problem. In research methodology we

study the various steps that are generally adopted by researcher in studying in his research problem along with

the logic behind them.

Research in common parlance refers to a search for knowledge. Information is the life blood of managerial

decision making. The purpose of methodology section is to describe the research procedure by which the

relevant information is gathered.

This section comprises the research design, the data collection method, the sampling procedures and analysis

procedures.

Research Design

A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to

combine relevance to the research purpose with economy in procedure Research Design is the conceptual

structure within which research is conducted. It is the overall operational pattern or framework of the project

that stipulates what information is to be collected from which sources by which procedure.

Depending upon the objective of the study, there are three research designs available: -

1. Exploratory Research.

2. Descriptive Research.

3. Experimental Research

4.

1.Exploratory Research :-

To gain familiarity with a phenomenon or to achieve new insight into it. Studies with this object in view are

termed as exploratory or formulate research studies.

2 Descriptive Research :

To portray accurately the characteristics of particular individual, situation of a group. Studies with this object

view are known as descriptive research studies.

3.Experimental Research :

To determine the frequently with which something occurs or with it is associate with sometime else. Studies

with this object in view are known as diagnostic research studies.

I made descriptive research for my report.

During training after studying the process of manufacturing of cloth by BTM, I was interested in knowing that

how the product is transferred to final buyers. So I did market survey of Retail outlets. Retailers finally conveys

the product to end users so they helped me to know the customer's like and dislikes for this purpose I did market

research of Retail outlets in Rohtak and Bhiwani of about 30 Retails

Sample size:

The sample size is selected around 100.

DATA COLLECTION

Primary data

Primary survey was conducted to assess the market structure, size and growth trends of the sector in India. The

primary survey was carried out through interviews based on structured questionnaires from retailers, suppliers,

local market & relatives in Delhi/NCR , Haryana.

Secondary data

It will be collected through the old research and internet, and old data which is place in the Company

Macro-economic scenario of Indian economy

Import-Export data

Company Websites

Catalogues of Indian manufacturing and marketing companies

Chapter-6

DATA INTERPRETATION

AND

ANALYSIS

Q1. Which of the brand you prefer most?

Table -1

INTERPRETATION: Out of 100 respondents 30% are using Grasim,10% are using Siyaram’s,

50% are using Raymond and 10% are using Reid&Taylor

Q2. Select the best attribute which defines your brand suitably:

GRASIM SIYARAM’S RAYMOND REID&

TAYLOR

30 10 50 10

Table-2

Attributes GRASIM RAYMOND

Brand 8 27

Quality 15 13

Price 7 10

Figure-2

INTERPRETATION: Most of the respondents are using Raymond. Quality is the best attribute on the basis of

which Grasim is sold out.

Q3.Mention any four brands of textile of your choice to buy:

Rank of the brand (Figure-3)

INTERPRETATION: GRASIM ranks at no.2 out of the different brands to which consumer wants to buy.

Raymond ranks at 1, Siyaram’s at 3, Reid&Taylor at 4, Mayur suitings at 5, Balmont at 6, Donear at 7, Vimal at

8.

Q.4 Are you satisfied with the Grasim product?

Table-4

SIYARAM’S 3 RAYMONDS 1

REID&TAYLOR 4 MAYUR SUITINGS 5

VIMAL 8 GRASIM 2

DONEAR 7 BALMONT 6

Yes No

26 4

Level of satisfaction (Figure -4)

INTERPRETATION: Out of the 30% consumers of Grasim 26 are satisfied with the Grasim

and 4 are not satisfied

Q5.HOW MUCH YOU ARE SATISFIED WITH GRASIM?

Table-5

Point Number of respondents

5 8

4 5

3 10

2 5

1 2Sa

tis

fie

dAVERAGE

ST

RO

NG

LY

S

AT

IS

FIE

D

Figure-5

INTERPRETATION: 13 consumers are highly satisfied with Grasim, 10 are moderately satisfied and

rest 7 are satisfied.

7. Have you ever bought Grasim product ever?

Result:

Table- 7

Graphical presentation:-

(Figure-7)

INTERPRETATION: 78% said that they had bought Grasim and 9%

said no they don’t.

8. Availability of Grasim product in retail shop is

Table-8

Yes 78 %

No 9%

Don’t know 13%

Graphical

presentation:-

Availability of Grasim (Figure-8)

INTERPRETATION: 10% said availability of Grasim product in

retail shop is high, 20% said normal availability and 70% said neither

high nor less the product is available.

9. Finish of the Grasim fabric is:

Result:-

Table-9

High 10%

Normal 20%

average 70%

Finish of fabric (Figure-9)

INTERPRETATION: 10% said finish of the Grasim product is

very good, 30% said good and 60% said average.

10. How is advertising of Grasim Suiting?

Result:-

Table-10

Very good 10%

Good 30%

Average 60%

Very good12%

Good 22%

Average 66%

Graphical presentation:-

How’s advertisement (Figure-10)

INTERPRETATION: 66% said advertising of Grasim is average, 22% said is good and 12% said

very good.

11. The awareness level of Grasim suiting is:

Result:-

Table-11

High 10%

Normal 45%

Average 45%

GRAPHICAL PRESENTATION

Awarness level (Figure -11)

INTERPRETATION: 10% are highly aware about the product, 45% are

neither highly nor less aware about product and 45% are normally aware.

12. How do you suggest improving it?

Result:-

Table-12

Graphical presentation:-

By t.v 66%

Print media 18%

Hoardings 10%

Boards 6%

Suggest to improve (Figure-12)

INTERPRETATION: 18% said advertising of Grasim can be increased by using print media,

6% said through hoardings,66% said through t.v and 10% said by using boards.

13. What is the most selling price?

Result:-

Table-3

Graphical presentation:-

150-200 41%

200-250 39%

Above 250 20%

Most selling price (Figure-13)

INERPRETATION: 41% people purchases between the price range 150-200, 39% between 200-250

and 20% above 250

.

14. What influence you to buy fabric?

Result:- Table-14

Quality

Graphical presentation:-

1

Price 2

Goodwill 3

Colors 4

Convincing 5

0thers 6

Influencing factor (Figure-14)

INTERPRETATION: Quality is the best attribute among others on the basis of which

consumer wants to buy Grasim, then is price, then goodwill, then color, convincing and

others.

15. You buy Grasim mainly for:

Result:-

Table-15

Graphical presentation:-

Trouser 62%

Safari 10%

Suit 28%

Buy Grasim mainly for (Table-15)

INTERPRETATION: 62% buy Grasim for trousers,10% for safari and 28% for suits.

CHAPTER:7

FINDINGS:

1) Raymond is most preferable brand over others.

2) Quality is the attribute which defines the Grasim best.

3) Most of the consumers were satisfied with Grasim and its finishing is also one of the

reason behind it.

4) Due to less advertisements Grasim is lacking behind otherwise the attitude of

Customer towards Grasim is good.

5) Grasim is easily available in retail stores. So customers found it convenient too.

6)Grasim is available at normal & high cost price in the market which is in the reach of the

Customer.

CONCLUSION

CONCLUSION FOR CONSUMER SURVEY

1) 8% of customers have used Graviera products. Raymond and Siyaram have very good Brand image.

2) A Grasim suiting is ranked 2nd after Raymond, Siya Ram, Donear, and Vimal & Gwalior. Competitors

of Graviera are Gwalior, Siyaram, kumars and Mayur.

3) Grasim products are available at 9 out of 140 retail outlets. So products availability is low.

4) Quality of Grasim Suiting is good. But company is spending very low on advertisement.

5) Awareness level of Grasim is good and it can be improved by using Electronic and print Media.

6) Customers most preferred buying range is 150-200 per meter.

LIMITATION OF THE STUDY

1) Biasness may be entered in the sampling or data collection at some places.

2) There was no secondary data available so the researchers have to start from very beginning.

3) Information collected may some distance from the actual information due to lack of some Respondent’s

interest.

4) The time available for the survey difficult to get the suitable data from the big cities.

SUGGESTIONS

1. Range of the product should be more like Raymond & Siyaram.

2. Rates should be firm. They should not fluctuate from time to time.

3. Discount Policy should be improved (Cash discount should be increased).

4.Advertising awareness of Grasim is very less in comparison to other brands like Raymond.

5. Advertisement should be there advertising media should be T.V. (star plus ,Zee TV)just before starting or in

between the popular programmed.

6.The organization should start gift or incentive schemes directly for the customers like,cupan & draw scheme

etc.

7.There should be gift or incentive schemes directly for the retailers which should at least equal to other

Competitors like Raymond &Siya ram etc.

8.Posters should be attractive, impressive and ideas in a posters should be latest and should not be old ones.

9. Short boards and hoardings should be given to retailers to put in front of their short to increase publicity.

BIBLIOGRAPHY

REFERENCES

Reference to web page:-

Building Global Textile and Apparel Brand Image Strategies

http://www. http://www.auburn.edu/~forsysa/NTC/index.htm

(Project No.: I98 A06 Competency: Intelligent Systems)

Effects of Brand Preference, Product Attributes and Marketing Mix Variables in Technology Product Marketswww.zibs.com/techreports/Digicam_Paper_Final.pdf -

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The effect of perception on Indian urban female consumer buying   ...

http://www.corecentre.co.in/Database/Docs/DocFiles/urban_female.pd

Modeling Preferences for Common   Attributes   in Multi-Category Brand Choice. papers.ssrn.com/sol3/papers.cfm?abstract_id=481665 - Similar

Consumer Decision - making   at an Internet   Shopbot

digital.mit.edu/research/papers/137_erikbinternetshopbots.pdf - Simil

How Environmental Cues Influence Product Evaluation and Choicepapers.ssrn.com/sol3/papers.cfm?abstract_id=977087

The Impact of Price Disclosure on Dynamic Shopping Decisionswww.springerlink.com/index/WK53467616GP4530.pdf

Me, Myself, and My Choices: The Influence of Private Self-Awareness on Preference-Behavior Consistency ideas.repec.org/p/ner/leuven/urnhdl123456789-120604.html 

The Role of Conscious Awareness in Consumer Behavior

Journal of Consumer Psychology

Volume 15, Issue 3, 2005, Pages 203-210

Values, environmental attitudes, and buying of organic foods

author. Tel.: +45 66 158600, ext. 3228; Fax: +45 66 155129.

Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.

Valarie A. Zeithaml The Journal of Marketing

Vol. 52, No. 3 (Jul., 1988), pp. 2-22 (article consists of 21 pages)

Published by: American Marketing Associations Stable URL: http://www.jstor.org/stable/1251446

Organizational buying behavior: past performance and future expectations

Author(s): Jagdish N. Sheth, (Kellstadt Professor of Marketing at Goizueta Business School, Emory University, Atlanta, Georgia, USA)

Citation: Jagdish N. Sheth, (1996) "Organizational buying behavior: past performance and future expectations", Journal of Business & Industrial Marketing, Vol. 11 Iss: 3/4, pp.7 - 24

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QUESTIONNAIRE

Consumer’s name: ………………………

Address: ………………………………….

Phone no.: ………………………………..

E-mail: ……………………………………

Q1. Which of the brand you prefer most?

GRASIM SIYARAM’S RAYMOND REID&TAYLOR

Q2. Select the best attribute which defines your brand suitably:

Attributes GRASIM RAYMOND

Brand

Quality

Price

Q3.MENTION ANY FOUR BRANDS OF TEXTILE OF YOUR CHOICE TO BUY:

Q4.Are you satisfied with the Grasim product?

Q5.How much you are satisfied with Grasim?

Q6.Have you ever bought Grasim Suiting ever?

SIYARAM’S RAYMONDS

REID&TAYLOR MAYUR SUITINGS

VIMAL GRASIM

DONEAR BALMONT

Yes No

Strongly satisfied 5 4 3 2 1 Satisfied

Yes

No

Don’t know

Q7. Where do you rank?

Q8.Availability of Grasim products in retail shop .

Q9. Finish of the Grasim fabric.

Q10.How is the advertising of Grasim Suiting?

Siyaram

Raymond

Grasim

Donear

High

Normal

Average

High

Normal

Average

High

Normal

Average

Q11. The awareness level of Grasim Suiting.

Q12.How do you suggest improving it?

Q13. What is the most selling price?

Q14 .Which affect buying GrasimSuiting?

Quality

Colour

Brand name

Variety

All of these

High

Normal

Average

T.v

Print media

Hoardings

Boards at shop

150-200

200-250

Above 250

Q15.You buy Grasim mainly for:

THANKYOU

Trouser

Safari

Suits