merchandising with reference to saran garments...

ISSN: 2348 9510

International Journal Of Core Engineering & Management (IJCEM)

Volume 2, Issue 12, March 2016

48

DOMESTIC RETAILERS’ ATTITUDE ON GARMENTS

MERCHANDISING WITH REFERENCE TO SARAN GARMENTS,

TIRUPUR

*A.JOHN WILLIAM ** D.NIVEDHA ***S.NAGAMANI

*Assistant Professor, Department of MBA, Karpagam College of Engineering, Coimbatore

**II-MBA, Department of Management Studies, Karpagam College of Engineering, Coimbatore

***Assistant Professor, Department of Management Studies, EASA College of Engineering,

Coimbatore

ABSTRACT

The study explores the domestic retailer’s behaviour on garments merchandising. For the study, a

sample size of 76 respondents was taken and the study was conducted with the domestic retailers of

saran garments tirupur and the research is basically descriptive type. Since the population is known

simple random probability sample was chosen for the study. A structured questionnaire was

designed to collect the data and the data were analysed using the statistical tool chi square and

various factors influencing domestic retailers and the causes for it are observed from the study.

KEY WORDS: domestic retailers, attitude, garments merchandising, descriptive research, chi

square.

I. INTRODUCTION

India’s textiles sector is one of the oldest industries in Indian economy dating back several centuries.

Even today, textiles sector is one of the largest contributors to India’s exports with approximately 11

per cent of total exports. The textiles industry is also labour intensive and is one of the largest

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employers. The industry realised export earnings worth US$ 41.4 billion in 2014-15, a growth of 5.4

per cent, as per The Cotton Textiles Export Promotion Council.

The Indian textiles industry is extremely varied, with the hand-spun and hand-woven textiles sectors at

one end of the spectrum, while the capital intensive sophisticated mills sector at the other end of the

spectrum. The decentralised power looms/ hosiery and knitting sector form the largest component of

the textiles sector. The close linkage of the textile industry to agriculture (for raw materials such as

cotton) and the ancient culture and traditions of the country in terms of textiles make the Indian textiles

sector unique in comparison to the industries of other countries. The Indian textile industry has the

capacity to produce a wide variety of products suitable to different market segments, both within India

and across the world.

II. REVIEW OF LITERATURE

Deeter-Schmelz, Dawn R.; Moore, Jesse N.; Goebel, Daniel J, (2000) examined Prestige clothing

shopping by consumers by a confirmatory assessment and refinement of the PRECON scale. Aspects

studied include background on the symbolic aspects of consumption; prestige shopping behavior;

reassessment and refinement of the PRECON scale and impact of income and age on prestige

shopping. The paper concludes with managerial implications for the United States apparel retailers

dealing in prestige clothing.

Kincade, Doris H.; Woodard, Ginger A.; Park, Haesun (2002) studied Buyer–seller relationships

for promotional support in the apparel sector which is critical for success. The purpose of the study was

to define promotional support categories offered to apparel retailers by manufacturers, to identify the

retailer's perceptions of the offering frequency and importance of the promotional support, and to

investigate the relationship between offering frequency and perceptions of importance. Results

indicated that monetary support was regarded as the most important promotional support.. A positive

and significant correlation was found between items the buyers perceived as important and the

frequency of offerings of these items.

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Liu, Yuping, (2007) found out the Long-Term Impact of Loyalty Programs on Consumer Purchase

Behavior and Loyalty. Using longitudinal data from a convenience store franchise, the study found out

that consumers who were heavy buyers at the beginning of a loyalty program were most likely to claim

their qualified rewards, but the program did not prompt them to change their purchase behavior. In

contrast, consumers whose initial patronage levels were low or moderate gradually purchased more and

became more loyal to the firm. For light buyers, the loyalty program broadened their relationship with

the firm into other business areas. Thus there is a need to consider patronage to decide rewards for

loyalty programmes.

Meyer-Waarden, Lars; Benavent, Christophe. (2006) studied the Impact of Loyalty Programmes on

Repeat Purchase Behaviour based on the Behavior Scan single-source panel which has been compared

with the store data base . The double jeopardy phenomenon was present and loyalty programmes did

not substantially change market structures. When all companies had loyalty programs, the market was

characterized by an absence of change of the competitive situation.

III. STATEMENT OF THE PROBLEM

Type of merchandising

Lack in awareness among domestic retailers

Credit facility to regular customer

Lack in delivery time

IV. OBJECTIVES OF THE STUDY

To study the reasons behind selecting the type of merchandising

To analyse the causes of lack and awareness

To study the issues related to credit facilities to domestic retailers

To study the problem related to delivery period

V. CHI SQUARE ANALYSIS

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TABLE SHOWING CHI SQUARE ANALYSIS FOR TYPE OF MERCHANDISING AND

RESPONDENTS OCCUPATION

TYP

OF

MER

OCCUP PVT

EMP

GOVT

EMP

POLITICS BUSINESS TOTAL

STAPLE 1 0 0 0 1

FASHION 20 7 9 5 41

SEASONAL 2 26 2 1 31

CONVENIENCE 0 0 2 1 3

TOTAL 23 33 13 7 76

OBSERVED

FREQUENCY

EXPECTED

FREQUENCY

(O-E)2

(O-E)2 / E

1 0.302 0.486 1.609

0 0.434 0.188 0.433

0 0.171 0.029 0.169

0 0.092 0.008 0.091

20 12.407 57.60 4.645

7 17.802 116.68 6.555

9 7.013 3.944 0.5623

5 3.776 1.495 0.3959

2 9.379 54.32 5.797

26 13.457 157.25 11.685

2 5.301 10.896 2.054

1 2.854 3.422 1.199

0 0.907 0.824 0.907

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DEGREES OF FREEDOM

D.O.F = (R-1) (C-1)

= (4-1) (4-1)

= 9

LEVEL OF SIGNIFICANCE = 0.05

From the table it is noted that the calculated value 43.6138 is greater than the tabulated value (16.919).

Hence alternative hypothesis is accepted.

TABLE SHOWING CHI SQUARE ANALYSIS FOR PROBLEMS FACED IN

MERCHANDISING AND THE TYPEOF LAYOUTS

PRBM LAYOUT GRID FREE

FORM

RACETRACK BOUTIQUE TOTAL

SPACE 3 2 1 2 8

LIGHT 4 20 0 0 24

TEMPERATURE 0 16 23 0 39

VENTILATON 0 2 1 2 5

TOTAL 7 40 25 4 76

0 1.302 1.69 1.2998

2 0.513 2.211 4.328

1 0.276 0.523 1.894

TOTAL 43.6138

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DEGREES OF FREEDOM

D.O.F = (R-1) (C-1)

= (4-1) (4-1)

= 9

OBSERVED

FREQUENCY

EXPECTED

FREQUENCY

(O-E)2

(O-E)2 / E

3 0.736 5.122 6.95

2 4.210 4.885 1.159

1 2.631 2.661 1.011

2 0.421 2.492 5.914

4 2.21 3.202 1.44

20 12.63 54.305 4.29

0 7.894 62.315 7.89

0 1.263 1.595 1.26

0 3.591 12.901 3.59

16 20.525 20.478 0.99

23 12.828 103.46 8.07

0 2.052 4.21 2.051

0 0.46 0.212 0.46

2 2.631 0.398 0.151

1 1.644 0.415 0.252

2 0.263 3.016 11.466

TOTAL 46.833

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INTERPRETATION



TABLE SHOWING CHI SQUARE ANALYSIS FOR AWARENESS ABOUT SARAN

GARMENTS AND ITS ALTERNATIVE CHOICE

INSTEAD SARAN ADV INTERNET DEALERS NEWS

PAPER

TOTAL

SAKTHI 3 2 1 0 6

LESHARK 2 37 14 1 54

SUBAM 1 1 11 0 13

B-TEX 0 1 0 2 3

TOTAL 6 41 26 3 76

OBSERVED

FREQUENCY

EXPECTED

FREQUENCY

(O-E)2

(O-E)2 / E

3 0.473 6.385 13.49

2 3.234 1.522 0.471

1 2.051 1.105 0.538

0 0.236 0.055 0.235

2 4.26 5.109 1.19

37 29.126 61.992 2.128

14 18.472 19.98 1.081

1 2.127 1.271 0.597

1 0.102 0.805 7.858

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DEGREES OF FREEDOM

D.O.F = (R-1) (C-1)

= (4-1) (4-1)

= 9


From the table it is noted that the calculated value 74.45 is greater than the tabulated value

(16.919). Hence alternative hypothesis is accepted.

TABLE SHOWING CHI SQUARE ANALYSIS FOR PRODUCT OFFERS AND CASH

DISCOUNT

DIS OFFERS DISCOUNTS MONEY

BACK

REPLACEENT OTHERS TOTAL

5-10 4 0 1 0 5

10-15 1 28 7 0 36

15-20 3 5 23 1 32

1 7.01 36.12 5.152

11 4.445 42.968 9.666

0 0.512 0.262 0.511

0 0.236 0.055 0.232

1 1.615 0.378 0.234

0 1.024 1.048 1.023

2 0.117 3.542 30.044

TOTAL 74.45

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20-30 0 1 0 2 3

TOTAL 8 34 31 3 76

OBSERVED

FREQUENCY

EXPECTED

FREQUENCY

(O-E)2

(O-E)2 / E

4 0.5252 12.074 22.98

0 2.233 4.986 2.23

1 2.036 1.073 0.527

0 0.16 0.038 0.193

1 3.786 7.764 2.05

28 16.099 141.63 8.797

7 14.678 58.95 4.016

0 1.418 2.011 1.426

3 3.365 0.133 0.039

5 14.311 86.69 6.057

23 13.047 99.04 7.595

1 1.26 0.067 0.053

0 0.315 0.099 0.314

1 1.33 0.114 0.085

0 1.22 1.49 1.22

2 0.117 3.54 30.025

TOTAL 87.59

DEGREES OF FREEDOM

D.O.F = (R-1) (C-1)

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= (4-1) (4-1)

= 9


INTERPRETATION

From the table it is noted that the calculated value 87.5908 is greater than the tabulated value


TABLE SHOWING CHI SQUARE ANALYSIS FOR DURATION OF CREDIT PERIOD AND

ORDER PERIOD

CREDITS ORDERS 15 30 45 60 TOTAL

3-5 6 2 1 0 9

5-7 1 34 4 0 39

7-10 1 5 20 0 26

10-15 0 0 0 2 2

TOTAL 8 41 25 2 76

OBSERVED

FREQUENCY

EXPECTED

FREQUENCY

(O-E)2

(O-E)2 / E

6 0.946 25.54 26.99

2 4.853 8.139 1.677

1 2.959 3.839 1.297

0 0.236 0.055 0.236

1 4.582 12.83 2.801

34 21.034 167.88 7.981

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DEGREES OF FREEDOM

D.O.F = (R-1) (C-1)

= (4-1) (4-1)

= 9


INTERPRETATION

From the table it is noted that the calculated value 156.1759is greater than the tabulated value


TABLE SHOWING CHI SQUARE ANALYSIS FOR SERVICES OFFERED BY SARAN

GARMENTS AND THE PRODUCT OFFERS

4 12.825 77.89 6.073

0 1.025 1.051 2.025

1 2.735 3.01 1.1006

5 14.024 81.434 5.806

20 8.551 131.079 15.329

0 0.683 0.467 0.683

0 0.21 0.044 0.209

0 1.078 1.162 1.078

0 0.657 0.432 0.657

2 0.052 3.792 72.24

TOTAL 156.175

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PDT

OFFERS

SERVICES SATISFIED H.S DIS.S H.DIS.S TOTAL

DISCOUNTS 7 0 1 0 8

MONEY BACK 18 16 1 1 36

REPLACEMENTS 5 3 19 2 29

OTHERS 0 1 0 2 3

TOTAL 30 20 21 5 76

OBSERVED

FREQUENCY

EXPECTED

FREQUENCY

(O-E)2

(O-E)2 / E

7 3.155 14.77 4.681

0 2.097 4.399 2.104

1 2.204 1.449 0.657

0 0.524 0.274 0.524

18 14.204 14.406 1.014

16 9.469 42.64 4.503

1 9.945 79.923 8.036

1 2.364 1.862 0.788

5 11.443 41.47 3.625

3 7.628 21.421 2.811

19 8.011 120.758 15.073

2 1.904 0.009 0.004

0 11.818 139.47 11.8

1 0.787 0.045 0.057

0 0.827 0.684 0.827

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2 0.196 3.251 16.532

TOTAL 73.032

DEGREES OF FREEDOM

D.O.F = (R-1) (C-1)

= (4-1) (4-1)

= 9


INTERPRETATION



VI. FINDINGS

CHI SQUARE ANALYSIS

From the chi square analysis it was found that there is association between the type of

merchandising and the occupation of customer. Since calculated value 43.6138 is higher than

the table value 16.919. So alternative hypothesis is accepted.


merchandising and the occupation of customer. Since calculated value 46.833 is higher than the

table value 16.919. So alternative hypothesis is accepted.




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merchandising and the occupation of customer. Since calculated value 156.175 is higher than

the table value 16.919. So alternative hypothesis is accepted.




VII. CONCLUSION

The study was focussed to analyse the attitude of domestic retailers in garments merchandising

Tirupur is one of the predominant place in uplifting the textile segment of our nation. The study also

enables the treatment of domestic retailers and their choice of merchandising in their preferred

garments. the domestic retailers are interested in various types of merchandising but the garments are

highly partial to the domestic dealers . On the other side, the garments should have a special focus to

develop the domestic retailers as like the international retailers. From this view the domestic customers

will inherently support for Indian apparels rather than moving to host nation branded apparels

REFERENCES

1. Deeter-Schmelz, Dawn R.; Moore, Jesse N.; Goebel, Daniel J.,” prestige clothing shopping by

consumers: a confirmatory assessment and refinement of the precon scale with managerial

implications”, Journal of Marketing Theory & Practice, Fall2000, Vol. 8 Issue 4, p43, 16p.

2. Kincade, Doris H.; Woodard, Ginger A.; Park, Haesun,”, International Journal of Consumer

Studies, Dec2002, Vol. 26 Issue 4, p294-302, 9p.

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3. Liu, Yuping,” The Long-Term Impact of Loyalty Programs on Consumer Purchase Behavior

and Loyalty,” Journal of Marketing, Oct2007, Vol. 71 Issue 4, p19-35, 17p.

4. Meyer-Waarden, Lars; Benavent, Christophe,” The Impact of Loyalty Programmes on Repeat

Purchase Behaviour,” Journal of Marketing Management, Feb2006, Vol. 22 Issue 1/2, p61-88,

28p.

merchandising with reference to saran garments...

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