PROJECT REPORT ON ADVERTISING EFFECTIVENESS AND PURCHASE BEHAVIOR OF THE CONSUMERS :

A STUDY OF JOLLY CLOTHING COMPANY

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DECLARATION

I hereby declare that the project report entitled Advertising Effectiveness & Purchase Behavior of the Consumers for JOLLY CLOTHING CO. is an independent research work carried out by me under the guidance of Mrs. Meenu .This has not been previously submitted for the award of any degree/ diploma to any University / Institution

Mentor: Mrs. Meenu

Ridhima Plah Roll No.-1873

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ACKNOWLEDGEMENT
I acknowledge my deep sense of gratitude, to Mr.Pardeep Kumar the M.D (the managing director), JOLLY CLOTHING CO for giving me an opportunity to do a project in this distinguished company & whose abounding encouragement has played a vital role in the successful completion of the project.

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I am grateful to my guide, project coordinator Mrs.Meenu, faculty of GGDSD College, Chandigarh for her valuable guidance & suggestions at a crucial juncture, which enabled me to finish the project on time.

Ridhima Plah B.B.A -3 Roll No. 1873

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EXEUTIVE SUMMARY
This report presents the research, findings and recommendations resulting from the project, ADVERTISING EFFECTIVENESS AND PURCHASE BEHAVIOUR OF THE CONSUMERS OF JOLLY CLOTHING COMPANY . The objective was to compile and synthesize information on the status of how to study the purchase behavior of the consumers regarding the products or garments made by Jolly Clothing Co. It is a great satisfaction in introducing my summer training project to my teachers, fellow students and all those who have helped me in making this project. Prior to the launch of the project, a brain storming session was organized along with the questionnaire. The research has been done with the best of my abilities.

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CONTENTS: Chapter 1: INTRODUCTION

a) Theoretical Background of the Study.

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CHAPTER 2: PROFILE OF THE COMPANY

a) b) c) d) e) Industrial background of the study. Origin of the company. Growth of the company. Present status of the company. Functional Department of the company.

19-25

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 Chapter 3: RESEARCH DESIGN

a) b) c) d) e) f) g) h) Statement of the problem. Scope of the study. Need for the study Objectives of the study. Sampling. Data collection. Tools for data collection. Plan of analysis, limitations.

27-30

CHAPTER 4: ANALYSIS & INTERPRETATION OF DATA. 32-50

a) Separate tables of with appropriate headings of the substances of each finding.

CHAPTER 5: FINDINGS, SUGGESTIONS & CONCLUSION. 52-55

a) Bibliography. b) Copy of the questionnaire.

56 58-61

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CHAPTER 1 INTRODUCTION

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INTRODUCTION
I Theoretical Background of the Study . practiced in form or the other since the days of Adam & Eve. Its emergence as a Management discipline, however is of relatively recent origin And within this short period, it has gained so much importance & status. Marketing: Marketing indeed is an ancient art, it has been at today most management thinkers & practitioners through out the world view it as the most of all management functions in any business.

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Management is typically seen as the task of creating, promoting & delivering goods and services to customers & business. In fact, marketing people are involved in Marketing 10 types of entities: Goods, services, experiences, events, persons, places, properties, organizations, information & ideas. a) Marketing the product with demand i.e. customer needs & desires or target markets. b) The transfer of ownership & possession at every stage in the flow of goods from the primary producers to the ultimate consumer. Marketing comprises all activities involved in the determination and satisfaction of customers needs at a profit.

Definitions:
The American Marketing association defines Marketing as a process of planning and executing. The conception pricing, promotion & services to created exchanges that satisfy individual and organizational objectives. Prof. Philip Kotler says, Marketing is an analysis, planning, implementation & control of programs designed to bring desired exchanges with target audiences for the purpose of personal & mutual gain. It relies heavily on the adaptation and co-ordination of product and price, promotion and place for achieving response. Modern Definition of Marketing: Marketing is a social & managerial process by which individuals and groups obtain what they need & what they want through certain offering & exchanging product of values with others.

Modern Concept of Marketing:

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Philosophy of an organization in related to marketing is referred to as marketing concept. Since industrial revolution marketing management has undergone 4 stages in marketing concepts. They are: a ) P r o d u ct O r i e n t e d M a r k e t i n g: U n d e r t h i s c o n c e p t i t i m p l i e s t h a t m a n a g e m e n t f i r m l y b e l i e v e s that with a good product customer response is bound to be favorable & it will need very little promotion, effort, provided a product & its prices is reasonable. This was the Marketing Philosophy till 1930. b) Customer Oriented Marketing: This was introduced in Marketing Philosophy & objectives only after 1950. The primary fact of customer oriented marketing approvable points out to study needs, desires & values of the potential customers, on the basis of latest & accurate knowledge of market demand. c) Social Oriented Marketing : Environmental trends like welfare, concern for better living environment or quality of life, indicate that organizations would have to adopt socially responsible marketing policies & plans in order to consumers welfare. These trends are broadened as socially oriented marketing.

d ) S a l e s O r i e n t e d M a r k e t i n g : ( Sa l e s C on c e p t ) : T h i s c o n c e p t p o i n t s t h a t w e c a n n o t h a v e enough response without promotional efforts i.e. consumers will not buy enough of the companies products as long as they are not approached through intensive sales promotion, advertising & salesmanship efforts. Such a marketing concept is also dominating in the sales of insurance policies. In automobile sales also, it was very popular till recently. These are the main concepts that motivate marketing structures of enterprises.

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Benefits of Marketing Concepts: Any enterprise adopting the market oriented business approach
can enjoy the following advantages: a) Long term success is assured. b) It enables the firm to move more quickly to capitalize on market opportunities. c) Customer needs, wants & desires receives top consideration. d) Grater importance is given to the product planning & development so that mechanizing becomes effective. e) Demand side of the equation of exchange is honored more & supply is adjusted to changing demand. f) It assures integrated view of business operations & indicates interdependence of different departments of the enterprise. g) Interests of the enterprise & society can be harmonized as profit through service is emphasized.

M a r k e t i n g a s a S t u d y of 4 P s :
The basic task of marketing is the delivery of a total offer to the consumer in such a manner that: a) The offer fulfills the needs of the consumer. b) The terms & attributes of the offer are acceptable & beneficial to the consumer. c) All the organizational goals, including profits are achieved in the process.

In practice, how does any firm make such a total offer to the consumer?

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The answer to this could be found in the modern definition of marketing. Marketing is a total system of business, an ongoing process of: a) Discovering and translating consumer needs & desires into products & services (through planning & procuring the planned products). b) Creating demand for these products and services (through promotion and pricing) c) Serving the consumer demand (through planned physical distribution) with the help of marketing channels & then in turn. d) Expanding the market even in face of keen competition.

Marketing Mix:
Thus it can be seen from the above definition that all activities & programs which a business firm designs & carries out in its effort towards winning customers, relate to one or the other of the four elements: a) b) c) d) Product. Pricing. Physical Distribution. Promotion.

These four elements constitute the marketing mix of the firm. Marketing Mix is the set of marketing tools that the firm uses to pursue its marketing objectives.

P r o d u ct : T h e f i r s t e l e m e n t o f t h e m a r k e t i n g m i x i s t h e p r o d u c t . A p r o d u c t i s a n y t a n g i b l e , i n t a n g i b l e
offering that might satisfy the needs or aspirations of a consumer. The product may be goods, a service, a commodity plus service or just an idea. The various components that comprise a product are:

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a) b) c) d) e) f) g)

Product Variety. Quality. Design. Features. Brand Name. Packaging. Sizes.

Price: Price is the unique element in the marketing mix. It is the only variable factor determining the
revenue or income. Price can be defined as the value that the seller puts in the commodity. It is the exchange value of a product or service expressed in terms of money.

Physical Distribution: Physical Distribution is a broad range of activities, within a company,

concerned with effective movement of goods and raw materials both inwards to the point of manufacture and outwards from the end of production line to the customer. It represents those activities that create time & place utilities in the process of actual movement of goods from the producers to the customers. It is the science of business logistics where by the right amount of the right kind of product is made available at a place where there is demand.

a) b) c) d) e)

The various components in this element are: Channels. Assortments. Locations. Inventory. Transport.

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P r o m ot i o n : M c N e a l h a s d e f i n e d t h e t e r m p r o m o t i o n a s a n y c o m m u n i c a t i v e a c t i v i t y w h o s e p u r p o s e i s
to move forward a product, service or idea in a channel of distribution. Howard has defined the term as any effort on the part of the company to increase sales through disseminating information to buyers as potential buyers. It is the process of marketing communication to inform, persuade, remind & influence consumers or users in favor of the product or service. It is a form of non-price competition. The various components in the promotion element are: a) Sales Promotion. b) Advertising. c) Sales Force (Personal Selling) d) Direct Marketing.

Advertising:
Russell Calley in 1961 pioneered DAGMAR (Defining Advantageous Goals, Measuring Advantageous Results) & wrote at that time advertisement succeeds or fails depending on how well it communicates the desired information & attitudes to the right people at the right time & at the right cost. It can be said that advertising existed right from the early 16 th century A.D. at the time of commercial revolution. Advertising, by facilitating mass production & mass distribution has provided immense employment opportunities to people. Today the word advertising is very common to all of us because, it is the business of the people, for the people & by the people. This term has 2 specific meanings: a) As a Micro concept, it represents the entire advertising industry & is an indispensable institution social & business. b) As a Macro concept, it stands for the managerial function of any organization intending to send the information to the other members of the society.

Definitions:

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American Marketing association, any paid form of non-personal presentation of ideas, goods or services by an identified sponsor. In other words, it is a sales message directed to a mass audience that sets to sell goods, services or ideas through persuasion on behalf of the paying sponsor. Advertisement is an integral part of our society and economic system. As a powerful technique of promoting sales, it has been doing wonders in the course of consumption, affects the process of production, enlarges exchange & diversifies distribution. It is their Archimedean Lever that motivates the world of commerce & industry. It is that strong magnet that motivates the world & is the main stay of culture. The role of advertising can be analyzed from 5 distinct angles namely manufacturers, middlemen, sales force, consumers & the society.

a ) M a n u f a ct u r e r :
i. It increases & stabilizes the sales turnover. ii. It maintains the existing market & explores the new things. iii. It controls product prices.

b) Middlemen:
i. It acts as a sales man. ii. It guarantees quick sales. iii. It makes price maintenance possible.

c) Sales Force:
i. It creates colorful background, ii. It reduces his burden of job. iii. It instills self Confidence.

d) Consumers:
i. It is a driving force in decision making.

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ii. It ensures better quality products at reasonable prices. iii. It saves good deal of time.

e ) S o c i e t y:
iv. v. vi. vii. It It It It uplifts the living standards. generates gainful employment opportunities. provides new horizons of knowledge. up holds the culture of a nation.

For a firm to achieve its advertising goals it has to follow certain advertising objectives. Advertising objectives are a must because they help the advertisers to know well advance wants to achieve & provide direction & purpose. The most commonly sought objectives are: a) To increase the sales. b) To support sales force. c) To enter new market. d) To introduce new product. e) To improve dealer relations. f) To build up the image. g) To counteract competition. h) To fight prejudices. The objectives may be short term or long term.

Consumer Purchase Behavior:

Consumer orientation stems from the companys adoption & implementation of the marketing concept, a philosophy of every business unit which has triple implication namely: a) The victory of any unit rests on consumers who are wiling to accept & pay for the products or services.

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b) The firm must be aware of what the market wants well in advance on production. c) Consumer wants must be monitored continuously for assured success over competitions. The consumers are the arbitress of fortune in business. In highly competitive economic system, the success, survival & growth of firms warrants accurate knowledge about consumers their behavior how, why, where, what, when they buy? Understanding consumer is the crucial task of every Marketing Manager. Behavior is a mirror in which every one shows his or her image. Behavior is the process of responding to stimuli. Consumer Behavior is to do with the activities of individuals in obtaining & using the goods & services, it encompasses the decision making process that precedes & determines purchases.

Definition:
Prof. Walter C.G. & Prof. Paul G.W. The process where by individuals decide whether what, when, where, how & from whom to purchase goods & services. Consumer behavior is all the psychological, social & physical behavior of potential customers as they become aware of, evaluate, purchase, consume & tell others about the products and services. The consumer is the focus of the focus of the marketing efforts. The modern marketing concept spells act the real significance of buyer behavior. It is consumer predisposition whether positive or negative that makes or mass the profit position of a given product. The study of buyer behavior takes us to the roots of why a customer has positive or negative predisposition? Comprehending consumer needs, exportations, & aspirations coupled with problems is a must to exploit Marketing opportunities & meeting the challenges beset along the opportunities.

Consumer Buying Process:

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Understanding customer behavior makes it mandatory to first understand the buying process. Buying process represents a problem solving approach, it is a decision making process leading to buying decisions on the part of consumers.

Steps in buying Process: It is a five step activity. They are: a) Need Recognition: The starting point is the perceived wants or a desire. It is the awareness of
the want or a desire or a consumption problem without whose satisfaction, the consumer feels restless & tension charged. Needs arise either due to internal or external stimulus. It is the intensity or the urgency of want that desires the speed at which it is to be satisfied. b) Information Search: A need aroused & recognized can be satisfied only when the product or service is available. Consumer interest is indicated in the consumers willingness to seek further information about the product or service. Consumer has many alternative sources of information to tap such as friends, relatives, neighbors, salesmen, dealers, advertisements, packages & consumer organizations.

c) Evaluation & Intention: It is consumers deep interest in the product or service that paves the way for evaluation & intention. It is the stage of mental trial of the product or a service, the consumer assigns relative or weight ages to different products or services based on accumulated in formation. Once he evaluates, he develops the intention to accept or reject a given product or service. d) Purchase Decision: It is the positive intention of the consumer that leads to a purchase decision. It is the last stage in the buying process because it completes the exchange process, such a purchase may be a trial or adoption. It is through this that the customer gains t\experience & that way results in repeat purchase.

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e) P o s t P u r c h a s e R e a c t i o n: I t s t a n d s f o r t h e b e h a v i o r o f a c o n s u m e r a f t e r a c o m m i t m e n t t o product has been made. It may be a set of positive or negative feelings. Positive feeling will result in repeat purchase & recommendations. On the other hand, negative feelings create anxiety & doubts. It is consumer personality speed-caution- diffidence- wavering slyness- risk taking- jubilant- serious all go a long way in competing the buying process.

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CHAPTER-2 COMPANY PROFILE

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PROFILE OF THE INDUSTRY:

The garments industry in India is one of the best in the world. As extremely well organized sector, garment manufacturers, exporters, suppliers, stockiest and wholesalers are the gateway to an extremely enterprising clothing and apparel industry in India. Indias readymade garments are extremely popular the over world. Today, garments from India have inroads in to the international market for their durability, quality & beauty.

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During April- December. 2009-2010,textile exports were recorded as US$19735.2 Million (Rs.1440179.4 Million), of which ready made garments comprise nearly 40%. Interestingly. Almost of Indians total exports goes to the USA. The superior of Indias Garment industry has been acknowledged in the national textile policy (NIP) of India 2000. Having realized the tremendous growth potential of this sector. There is a proposal in the National Textile Policy for Taking the Indian Garment out of the SSI reservation list.

Major Customers:
Gap has emerged as one of the strongest customer in India. Other key US customers in the market are:Ann Taylor, Avenues, Blair Corporation, Dillards, Federation Stores, J.C. Penny, K- Mart, Khols Lane Bryant Liz Claiborne, May Department Stores, Mervyns, Polo Sport, Sag Harbourm Sears, Target Tommy Hilfiger and Walmart.

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SWOT OF THE INDUSTRY:

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SWOT Of The Industry

Strengths

Weakness

Opportunities

Threats

Skills

Low Knowledge Base

Growing Market (>20 % PA )

Technological Obsolescence

Availability Of Raw Material

Low Economies Of Scale

Incr. Wash content

High Import Tariffs (40-65 %)

Flexibility

Low Collaborative Efforts

New Finishes-Higher UVR

Attitudinal Issues

Fabric Processing

Near Absence Of System

Differentiating Factor

Non-Proximity To Markets

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JOLLY CLOTHING: ORIGIN OF THE COMPANY:

The brand name JOLLY was established in 1954 by Late Shri Sat Pal Ji who was the major hand behind the rising of the brand name JOLLY as JOLLY HOSIERY FACTORY PVT LTD. The 60s witnessed the growth of Jolly Hosiery Factory Pvt. Ltd as a trend setter in Punjab and major cities in the northern zone. It introduced a new category of clothing i.e. the casual wear for the youth in the year 1957 Introducing the first apparel concept in India in 1960 Jolly Hosiery pioneered the nation of branded clothing and franchising with the launch of its hugely successful brands JOLLY SODIUM NO SURRENDER which focused on youth fashion. But the most successful brand was JOLLY After the successful launch in 1960, JOLLY was extended to kids ware, for the 2 to 12 years age group, branded as JOLLY KIDS. With the 90s and the emergency of a bold, new generation, Jolly Hosiery turned image-maker and seized the moment to create a stand-alone industry for JOLLY aligning itself with the mindset of the new generation. Presently the business of Jolly Hosiery is led by Mr. Pardeep Kumar s/o late Shri Sat Pal Ji. The brand name remained the same all this while but the company name was shifted from Jolly Hosiery Factory Pvt. Ltd to Jolly Clothing Co. The success of the brand name did not stop ever it was on a rise all this while. The sincere hard work by Mr. Pardeep Kumar was paid off to him as the brand name JOLLY has become one of the most famous brands dealing in men and women winter garments. With a slow and steady rise the brand name JOLLY became major leader of hosiery garments and Jolly Clothing co. has become one of the finest manufacturers of India.

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GROWTH AND DEVELOPMENT OF THE COMPANY :

JOLLY now out stands every other branded fashion garment in its category, in the country. The brand name JOLLY has always been popular for winter garments for both men and women in fact it has been the finest brand known for its quality and designing. Every season, JOLLY launches more than 500 new styles of clothes. Some other reasons for the success of JOLLY were its quality and different designing which used to and still match European standards. They were the first one to introduce circular and computer knitted garments. According to various critics and other specialized people in the field of hosiery garments the brand JOLLY i.e. Jolly Hosiery Factory Pvt. Ltd, has embraced technology in all their activities. Besides automated solutions for cutting, sewing, pattern making and grading, IT tools are used for customer relationship management and tracking of stock keeping units also. Speaking to the present managing director on the technology platforms of the company Mr. Pardeep Kumar said. We use automated solutions for enhancing productivity and quality. IT helps improve the supply chain management for direct marketing, building customer relations, and for identifying customer preferences in multiple geographies. Significantly, the companys productivity and quality have gone up 10 to 15 percent by using technology in all the phases, Mr. Pardeep Kumar added. The garment industry is based on fashion and invariably goes through short fashion cycles. To survive in market, there have to be regular innovations and IT solutions are key in such a scenario to be competitive and improve business results, Mr. Pardeep Kumar said. Today the garment industry will not survive without the right technology, he added.

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BRAND PHILOSOPHY/ STRENGTH.

MISSION/

SECRET

OF

BRAND

Design, trendy western wear for men, women and kids across all products categories using innovative fabrics, international styling and perfect fits.

TARGET GROUP: 1. JOLLY:

a) Age group is between 21 to 55 years. b) For those fashionable, trendy, simple and classy.

PRESENT STATUS OF THE COMPANY: MARKETING/ RETAIL NETWORK:

a) Exclusive Brand Outlets b) Shop in shops c) Exclusive retail space (sq ft) d) MBOs (Multiple brand Outlet) 2009/10 42 6 2400 6 41400. 20. JOLLY. 2010/2011 50. 32.

STRONGER ZONES:
1) JOLLY is represented well in all regions of the country. 2) The exclusive brand stores are located in 30 important cities in India.

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3) JOLLY represents some of the best stores in terms of ambience and business. 4) Typically, the stores are more than 2000sq ft with at least a 30ft frontage.

ADVERTISING MEDIAS:
JOLLY mainly concentrates on: Outdoor Advertising i.e. Hoardings. Then comes the Press advertising wherein it advertises mainly in newspapers. (usually the HT LUDHIANA LIVE News Paper)

SALES PROMOTIONAL ACTIVITIES:

JOLLY takes up a number of sales promotional activities from time to time. Some of them are: a) HOT DEALS- wherein the customer earn points on their every purchase, (1 point for every Rs.50 purchase) and exchange it for gift voucher. b) COOL STUFFS- like coupons of soft drinks, music companies, sports wear, computer institutes, fast food parlors, etc are given to members of the club on the purchases made by them. Exclusive gifts are given to members of the club when they purchase in any JOLLY Stock during the month of the birthday. c) STAY ONE UP- The members are updated with the latest fashion trends. The new & the international styles & the in things are informed via email. 1) Discounts: JOLLY every now and then provides discounts on purchases made there. 2) Free Gifts: On purchases made for a particular amount, the customers are given free gifts like tops, belts, trousers, etc.

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MANAGEMENT HIREARCHY AND THE FUNCTIONAL DEPARTMENTS:

PRESIDENT Mr. Pardeep Kumar

FINANCE & ADMINISTRATION DEPARTMENT

Mr. Surinder

SALES DEPARTMENT

Miss. Deepika

DESIGN DEPARTMENT

Mrs. Nandani

SUPPLY CHAIN DEPARTMENT PRODUCTION & SOURCING DEPARTMENT

Mr. Vivek

Mr. Vinod

MARKETING DEPARTMENT

Mr. Ankur

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CHAPTER -3 RESEARCH DESIGN OF THE STUDY

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RESEARCH METHODOLOGY
Marketing Research is a systematic & objective study for analysis of information to the identification & solution of any problem in the field of marketing. It is the basic plan, which guides the data collection & analyzes the phases of the project. It is the frame work that specifies the type of information to be collected & the source of data collection procedure.

STATEMENT OF THE PROBLEM:

The globalization of business, the liberalization of the economy & privatization of companies has ushered in a new era in the history of Indian Market. The magic of liberalization, apart from withdrawing restriction created an atmosphere of free market people with the appetite to absorb all kinds of products & services found a taste of real competition. Consequently, marketers now offer a host of products to the consumers with different connotations of quality. Companies have to capture the customers attention & motivate them to try the products. This is generally done by advertising, promotion, publicity & personal selling which are the main ingredients in marketing communication. Thus the statement of the problem can be framed as, Evaluation of advertising effectiveness & determination of the purchase behavior and the composition of consumers.

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II

SCOPE OF THE STUDY:

The field of consumer research with regards to advertising affectivity an extension of the field of marketing research is to enable marketers to predict how consumers would react in the market place & to understand consumers perception about products & brands. It is used to analyze the effectiveness of advertisements on consumers & their purchase behavior. Thus the scope of this study is to ascertain the effectiveness of advertisements, purchase behavior & wardrobe composition of consumers .

III

Need for the Study:

The research in JOLLY is to get a picture about their products & their awareness about their awareness in the market. It is to get an idea about their advertising effectiveness inn sales promotion & customer satisfaction. The overall purpose of advertising is to influence buyer behavior & facilitate the consumer decision making process. If their advertising message is useful, relevant & credible, the buyer will be influenced & persuaded to take action as desired by the marketer. The purchase behavior & wardrobe composition also has a lot of influence on the sales of the firm. It is a powerful promotion to establish & retain brand loyalty & even store patronage provided the product itself doesnt suffer from quality deficiencies, errors in design or other handicaps. Thus, the bottom line is that the companies have to rely largely on marketing their products effectively (advertising effectiveness) & customer satisfaction (purchase behavior). Hence, the research on advertising effectiveness & purchase behavior & wardrobe composition of customers is the right topic to evaluate JOLLY.

IV

OBJECTIVES OF THE STUDY:

The main objectives of the study on JOLLY are: a) To learn about the purchase behavior of the customer b) To ascertain the effectiveness of the advertisement consumer purchase on

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c) To assess the satisfaction levels of customers with respect to the new fashion & trends in JOLLY garments d) To know whether the customer has any suggestions for improvements/ changes of JOLLY garments.

SAMPLING:

C o n v e n i e n c e S am p l i n g P l a n : I t r e f e r s t o t h e n u m b e r o f p e o p l e
to be surveyed. In this case, the sample size is 100 in Ludhiana city.

Sample Size: It refers to the number of people to be surveyed. I

this case, the sample size is 100

VI

DATA COLLECTION:

As the study is mainly concerned with the effectiveness of JOLLY advertisements, purchase behavior & wardrobe composition of customers, survey method was used to collect the primary data with the help of a questionnaire.

Primary Data- This refers to the original information gathered

from the companys customers with the help of a questionnaire for a specific purpose & provides up to date, accurate & relevant information.

S e c o n d a r y D at a - I t r e f e r s t o b o t h p u b l i s h e d & u n p u b l i s h e d
information which is readily available with the external parties, such as internet,books,etc. .

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VII TOOLS FOR DATA COLLECTION:

An interview & a structured questionnaire is used to collect the primary data about the topic with the questions arranged in sequence & logical order. The analysis for the study also includes the usage of secondary data. The information or the data obtained from the survey is analyzed, compared and tabulated using other statistical methods and appropriate handlings. The available data is analyzed by graphs, charts, etc.

VIII

PLAN OF ANALYSIS:

The data was the collected through questionnaire, which is the basis for analysis. It was then tabulated to obtain necessary & relevant information for this study. Information with regard to the effectiveness of advertisements, purchase behavior & wardrobe composition of the customer was ascertained.

LIMITATIONS:
Every study has its own Limitations. They are: a) The analysis of data is based on assumptions that the respondents have given true information. b) The information supplied by the questionnaire is just blind grouping & no defined confidence can be placed upon the information in the absence of any means of verification. c) The little coverage of the study is limited to a few customersin Bangalore city of limited time. d) Some of the respondents were not co-operative & gave a hand replies

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CHAPTER 4 ANALYSIS & INTERPRETATION

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1. A)What are the various sources from where you can find out about the products made by Jolly Clothing Co? SL.NO 1 2 3 4 5 Total
Sources

Family Members Friends Relatives Media Others

Respondents (%) 71 6 12 2 9 100

INTERPRETATION:
71% of the respondents said that they found out about the product from the family members, 12 % said they found out through relatives, 6% said through friends and others from the media and other sources.

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1. B) Are you satisfied with the products offered by Jolly Clothing Co?

SL.NO 1 2 3 4 5 Total

Magazine Highly Satisfied Satisfied Moderate Dissatisfied Highly Dissatisfied

Respondents (%) 26 21 34 16 3 100

.
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35 30 25 20 15 10 5 0
INTERPRETATION:
Of the total respondents 26% said they are highly satisfied by the product followed by 21% who are satisfied ,while 34 % find the product moderate,16 % are dissatisfied while 3 % are highly dissatisfied with the product.

H ig hly S a tis fied S atis fied Moderate D is s a tis fied H ig hly D is s a tis fied

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1. C) Would you take up any other products other than the products offered by Jolly Clothing Co?
SL.NO

Sources Yes No

1 2 Total

Respondents (%) 20 80 100

80 70 60 50 40 30 20 10 0 R ES POND ENTS Y es No

INTERPRETATION:
According to the graph 20 % of the people said they will use other products while 80% said they would stick to Jollys products.

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1. D) What are the other brands taken up instead of Jolly Clothing Co? SL.NO 1 2 3 4 5 Total Sources Weekender Nike Monty Carlo Arrow Dxi Respondents (%) 31 02 03 04 60 100

60 50 40 30 20 10 0 RESPONDENTS Weekender Nike Monty Carlo Arrow Dxi

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INTERPRETATION:
From the above graph, majority of the consumers buy Dxi that is 60% while the others go in for weekender, nike, monty carlo and arrow with respective percentages.

1. E) Are you satisfied with the quality standards of the products offered by Jolly Clothing Co? SL.NO 1 2 3 4 5 Total Sources Highly Satisfied Satisfied Moderate Dissatisfied Highly Dissatisfied Respondents (%) 30 29 26 06 09 100

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30 25 20 15 10 5 0 RESPONDENTS highly satisfied satisfied moderate dissatisfied highly dissatisfied

INTERPRETATION:
In the above graph, 30 % are highly satisfied with the quality of the product while 29 % are satisfied with the quality offered, 26 % are moderate where as 6 % are dissatisfied while 9 % are highly dissatisfied with the product.

2. A) Do the salesmen spend enough time with you during the selling process of the product?

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SL.NO 1 2 TOTAL

Sources YES NO

Respondents (%) 65 35 100

Slice 4 3 0% NO 35%

YES 65%

INTERPRETATION:
35 % of the people said the salesmen did not give them sufficient time while 65 % said were satisfied with the time given to them by the salesmen.

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2. B) Are the salesperson equipped with proper knowledge regarding the product? SL.NO 1 2 TOTAL Sources Yes No Respondents (%) 70% 30% 100

Slice 4 3 0% No 30%

Yes 70%

INTERPRETATION:
Out of the total respondents, 70 % people said the salesmen are equipped with proper knowledge while 30% said they did not have sufficient knowledge with them regarding the products.

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3. Would you recommend the brand Jolly to others? SL.NO 1 2 Total Sources Yes No Respondents (%) 60 40 100

60

50 40 Yes No

30 20

10 0 RESPONDENTS

INTERPRETATION:
In the above graph, 60 % of the people said they will recommend Jolly to others while 40 % said they wont recommend it to others.

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4) A) Are you brand conscious? SL.NO 1 2 Total Sources Yes No Respondents (%) 60 40 100

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40

60

No

Yes

RESPONDENTS

INTERPRRTATION:
The above table shows us that in todays world 60 % of the people are brand conscious while 40 % said they are not brand conscious.

4. B) How often do you purchase products from Jolly stores? SL.NO Sources Respondents (%) - 49 -

1 2 3 4 Total

Weekly Monthly Quarterly Annually

18 60 20 2 100

2 60 20

Annualy Quartely Monthly

18 Weekly RESPONDENTS

INTERPRETATION:
The graph clearly indicates that 60 % of the people purchase products from jolly on a monthly basis while, 18% buy products weekly, 20 % quarterly and 2 % purchase annually.

5. A) Are you satisfied with the prices of the products of Jolly Clothing Co.?

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SL.NO 1 2 Total

Sources Yes No

Respondents (%) 70 30 100

70 60 50 40 30 20 10 0 RESPONDENTS Yes No

INTERPRETATION:
The above graph clearly shows 70 % of the people are satisfied with the prices offered while 30 % think the prices are too high.

5. B) Are you satisfied with the packing of the products offered by Jolly Clothing Co?

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SL.NO 1 2 Total

Sources Yes No

Respondents (%) 60 40 100

60 50 40 30 20 10 0 RESPONDENTS Yes No

INTERPRETATION:
Of the total respondents 60 % are satisfied with the packing of the product while 40 % are not satisfied with the packaging.

6. Are you satisfied with the range of products offered by Jolly Clothing Co?

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SL.NO 1 2 Total

Sources Yes No

Respondents (%) 60 40 100

60 50 40 30 20 10 0 RESPONDENTS Yes No

INTERPRETATION:
It can be noticed that 60 % of people said that the range of the products is high as compared to other brands with 40% of the people saying are not satisfied with range in the products.

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7. Is there a proper availability of products offered by Jolly Clothing Co? 1 2 Total Yes No 70 30 100

70 60 50 40 30 20 10 0 RESPONDENTS Yes No

INTERPRETATION:
In the above graph 70 % of people said the goods are easily available in the market while 30% were not happy with the availability of the products in the market

8. Are the products offered by Jolly Clothing Co up to mark with the present fashion trends prevailing in the market?

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SL.NO 1 2 Total

Sources Yes. No

Respondents (%) 60 40 100

60 50 40 30 20 10 0 RESPONDENTS
INTERPRETATION:
60 % of the people said Jolly Co follows proper fashion trends while 40 % said they were not up to mark with the prevailing fashion sense in the market.

Yes No

9. What are the various newspapers where you usually find out about the advertisements of Jolly Clothing Co?

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SL.NO 1 2 3 4 5 6 Total

Newspaper Times of India Punjab Kesari Ht Live Dainik Jaagran Ludhiana Times Do not read newspapers

Respondents (%) 71 6 12 2 1 8 100

80 70 60 50 40 30 20 10 0 RESPONDENTS

TIMES OF INDIA PUNJAB KESARI HT LIVE DAINIK JAAGRAN LUDHIANA TIMES DO NOT READ NEWS PAPER

INTERPRETATION:
71% of the people get to know about the advertisements of Jolly through Times of India followed by Ht Live 12% & third comes Punjab Kesari which constitutes 6% of the advirtisments & then comes Dainik Jaagran 2% & The Ludhiana Times 1%.

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10. What are the different magazines where you often find out about the advertisements of Jolly Clothing Co? SL.NO 1 2 3 4 5 6 7 Total Magazine Womens Era Femina India Today Sports Star Film fare The Week Do not read magazine Respondents (%) 3 21 34 3 4 13 22 100

35 30 25 20 15 10 5 0 RESPONDENTS

Women's Era Femina India Today Sport's Star Fimfare The Week Do not read Magazine

. INTERPRETATION:
Of the total respondents 34% find out from India Today followed by Femina with 21%. Third comes The Week with 13%, Fimfare has 4% & Sports Star and Womens Era have 3% each. The rest 22% do not read Magazines.

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11. Are the hoardings of Jolly Clothing Co attractive? SL.NO 1 2 Total Sources Yes No Respondents (%) 60 40 100

60

50

40 Yes 30 No

20

10

0 RESPONDENTS PERCENTAGE

INTERPRETATION:
Out of 100% people the majority that constitutes 60% have said the hoardings appeal to them while the rest that is 40% dont find the hoardings attractive.

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12. What are the different aspects in the advertisements of Jolly Clothing Co which appeal you the most? SL NO. 1 2 3 4 5 6 Total Appealing Features Creativity Clothes Models Presentation Fashion Nothing Respondents (%) 30 12 50 2 3 3 100

50 45 40 35 30 25 20 15 10 5 0 RESPONDENTS CREATIVITY CLOTHES MODELS PRESENTATION FASHION NOTHING

INTERPRETATION:
Models top among the appealing features in the advertisement with 50% of the responders voting for them, Where as the clothes worn by the model come with 12% of the responders voting for them. Creativity comes up with 30% & fashion comes with 3% of the responders voting for it. Last comes the presentation with 2% of the responders voting for them.

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CHAPTER 5 FINDINGS & SUGGESTIONS & CONCLUSION.

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FINDINGS:

Majority of the sources from where the customers get to know about the product are family (71%), followed buy other sources (9%) and also friends (6%) and media (2%). Of the total respondents most of them are not happy with the product as only (26%) are highly satisfied with the product, (21 %) are satisfied, (34%) are moderate, while (16 %) are dissatisfied and (3 %) are highly dissatisfied. According to the data it is found out that the majority (20%) of the consumers purchase other products while (80%) of the consumers stick to Jolly. Most of the consumers are satisfied with the quality offered by the company. Majority of the consumers reveled the Jolly Co. followed the fashion trends in the market. It can be reveled that the (65%) consumers were satisfied with the time spent by the salesmen during the selling process. It shows that (30%) of the consumers found the salesmen were not well equipped with knowledge about the product while the remaining left (70%) found them knowledgeable. The lowest number of customers (40%) would not recommend Jolly to others as reveled by the study The study shows that many people (60%) are brand conscious these days. The customers make their maximum purchase from Jolly on a monthly basis. According to the study (70%) of the consumers find the prices affordable. Most of the customers (60%) are attracted and satisfied by the packing of the products. The study revels that there is enough of variety in the products provided by Jolly Co.

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It is found that the products are easily available in the market. (71%) of the people get to know about the advertisements Jolly through Times of India followed by Ht Live (12%) & third comes Punjab Kesari which constitutes 6% of the & then comes Dainik Jaagran (2%) & The Ludhiana Times (1%). Of the total respondents 34% find out from India Today followed by Femina with 21%. Third comes The Week with 13%, Fimfare has 4% & Sports Star and Womens Era have 3% each. The rest 22% do not read Magazines. Out of 100% people (60%) say Yes and (40%) say No. Models top among the appealing features in the advertisement with 50% of the responders voting for them, Whereas the clothes worn by the model come with 12% of the responders voting for them. Creativity comes up with 30% & fashion comes with 3% of the responders voting for it. Last comes the presentation with 2% of the responders voting for them.

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SUGGESTIONS:
The study conducted for analysis for analyzing the effectiveness of JOLLY advertisements & the purchase behavior & wardrobe composition of customers. Majority revealed the drawbacks. They need to improve on many areas like:

A lot more variety in clothes is required. The company should make sure that the products are made easily available in the market. Proper measures should be taken in order to increase the quality of the product. Attractive offers and schemes should be given to the consumers so that they purchase the product more frequently. Effective steps should be taken to make the brand JOLLY more popular. The packing should be made more flashy and attractive. Effective measures should be adopted to create more awareness among the consumers. The salesmen should be given proper knowledge regarding the products. The company should give customers what they want, the way they want it in order to turn them into satisfied customers. The company should give advertisements in more number of journals, magazines and newspapers. The company should pay proper emphasis on making the advertisements and hoarding more attractive. The company should pay emphasis in making the advertisements effective and attractive in all manners and covering all aspects.

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CONCLUSION:
The survey entitled on The advertising effectiveness of Jolly Clothing Co & also the purchase behavior of the consumers in context of analyzing the effectiveness of advertisements & their influence on purchase behavior of consumers revealed the respondents awareness levels & also the short comings and the need to change / improve. Though JOLLY has done its best to bring out the most effective advertisements, still people are not aware of these advertisements. In order to reach out to all people, JOLLY CLOTHING has to take up aggressive advertising and marketing techniques & also effective promotional schemes. The brand JOLLY has to be made popular among the target group of customers. With the major changes / improvements & higher awareness levels, JOLLY can be a popular brand among the consumers. Thus it is hoped that the study has brought out useful information for the organization and is taken in to account in the process of betterment of the marketing & promotional activities.

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BIBLIOGRAPHY:
BOOK TITLE Marketing Management Marketing Management Marketing Management AUTHOR Philip Kotler C.N. Sontakki. V.S. Ramaswamy S. Namakumari PUBLISHER YEAR Prentice Hall of 2009 India PVT .Ltd Kalyani Publishers 2009 Macmillan Limited. India 2009

Search engine: www.googleindia.com:- Garment industry in India http://www.indiangarmentexporters.com/ Jolly Clothing Company :a) Records . b) Journals .

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ANNEXURES

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QUESTIONNAIRE:
I Ridhima Plah , student of GGDSD College BBA 3 , is conducting a survey on the advertising effectiveness of JOLLY CLOTHING CO & the purchase behavior of the consumers. So please take a few minutes and give your response to the questions below.

* Personal details *
a. Name c. Gender d. Income 10000-20000 20000-40000 40000-60000 60000 and more 1) What are the sources from where you usually find out about the products of Jolly? a. Family Members b. Friends c. Media d. Relatives e. Others 2) Are you satisfied with the products offered by Jolly Co.? a. Highly Satisfied b. Age -

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b. Satisfied c. Moderate d. Highly Dissatisfied e. Dissatisfied 3) Have you tried out any other product other than Jollys product? a. Yes b. No

4) If yes, mention which other products you have used? a. Weekender b. Nike c. Monty Carlo d. Arrow e. Dxi

5) Are you satisfied with the quality standard of the products offered by Jolly Co? a. Highly Satisfied b. Satisfied c. Moderate d. Highly Dissatisfied e. Dissatisfied 6) Do the salesmen spend enough time with you during the selling process of the product? a. Yes b. No 7) Are the salesperson equipped with proper knowledge regarding the product? a. Yes b. No

8) Would you recommend Jolly to others? a. Yes b. No

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9) Are you brand conscious? a. Yes b. No

10) How often do you purchase products from Jolly? a. Weekly b. Monthly c. Quarterly d. Annually

11) Are you satisfied by the prices of Jolly Co? a. Yes b. No

12) Are you satisfied with the packing of the products offered by Jolly Co? a. Yes b. No

13) Is there a lot of variety in the products offered by Jolly Clothing Co? a. Yes b. No

14) Are you satisfied with the availability of the products in the market offered by Jolly Clothing Co? a. Yes b. No

15) Does Jolly Co. follows proper fashion trends prevailing in the market? a. Yes b. No

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16) What are the various newspapers where you usually find out about the advertisements of Jolly Clothing Co? a. Times of India b. Punjab Kesari c. HT Live d. Dainik Jaagran e. Ludhiana Times f. Do not read news papers

17) What are the different magazines where you often find out about the advertisements of Jolly Clothing Co? a. Womens era b. Femina c. India Today d. Sports Star e. Filmfare d. The Week e. Do not read magazines

18) Are the hoardings of Jolly Clothing Co attractive? a. Yes b. No

19) What are the different aspects in the advertisements of Jolly Clothing Co which appeal you the most? a. Creativity b. Clothes c. Models d. Presentation e. Fashion f. Nothing

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