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CONSUMER PREFERENCE TOWARDS ALLEN SOLLY

With special reference to Zaheers Fashion, Shimoga


CONTENTS

Chapter 1 INTRODUCTION Introduction Scope of the Study Aims and objectives Methodology Limitation of the study

Chapter 2 COMPANY PROFILE Introduction History Objectives Brand Position Vision Future prospects of company

Chapter 3 PRODUCT PROFILE Introduction Types Accessories Brand awareness


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Chapter 4 FIRM PROFILE

Chapter-5 DATA ANALYSIS AND INTERPRETATION Chapter-6 FINDINGS, SUGGESTIONS AND CONCLUSION Annexure Questionnaire Bibliography

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Chapter 1 INTRODUCTION
Introduction Scope of the Study Objectives of the Study Methodology Limitations

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Introduction

All business operation revolves around customer satisfaction and service, the main purpose of the business is to create a profitable market for their products or service and hence to create a customer, god made men and men made market. Marketing has a special significance in the modern management of the business and industry and is one of the managerial concepts unless it is properly understood and many of the business or industrial enterprise will collapse or prove failure. Over the years marketing has undergone a tremendous change both its role and functions are forced to evolve new methods and techniques to deal with the existing problem more efficiently. The aim of the modern business is to satisfy the consumers and there by earn profit the main interaction and aim is to prove quality products at cheaper rates to customer with the rapidly increase in production of a wide range of production. Marketing was assumed greater importance in recent years. Thus, the marketing is creating and delivering of st andard of living to the society In modern markets consumer is the king so a producers faith is decided by the action of the consumer that is either buying the product or rejecting it so producer tries hard to achieve to give competitive efficiently over the other by adopting new technologies in production and production measures.
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Market is consumer oriented and starts with the determination of consumer expectation and ends with their satisfaction marketing program starts from the product idea does not and until customer wants are adequately satisfied. The consumer taste differs and hence the forecast of changes, marketing plan and program can be attained only by day to day reports which involves present conditions and demand in the market only. Such reports can help the marketer to attempt for the change and obtained the desired goals. Emergence of buyers market and increasing competitions demanded continuous need for marketing research to ensure maximum consumer satisfaction and repeated purchase and to lay down appropriate marketing strategies to meet the competitive marketing strategies to meet competitions to serve and growing competitive market. Marketing research has a bright future in the natured economy. Marketers are called upon to anticipat e changes in the marketing environment involving opportunities link and uncertainties. They are requested to forecast the direction and intensity of the future changes in the environment and there adjust their plans to meet anticipated changing environments. This project report offers detailer regarding marketing of Allen solly Jeans under Zaheers Fashion, Shimoga

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Scope of the Study The scope of the study is to acquire depth knowledge about the textile industry and marketing of the products of Allen solly company Ltd. It helps to compare the theoretical knowledge with the practical. During the study we have to acquire knowledge about the origin, growth and working of the organization. Marketing factors are influenced by the four major factor like culture, economy, Social and political factors. The study also intended to know the buyers attitude towards Allen solly and frequency of purchasing.

Objectives of the Study: The aims and objectives of this project report are as follows: To analyze buying behavior of customers. To study present markets situation of Allen solly products. To analyze the general problems of customers of Allen solly. To know the marketing attributes of Allen solly. To evaluating the nature of sample customers and this purchasing decisions. To take a brief study of readymade male garments.

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Methodology: To study this project report both primary and secondary data have been collected.

Primary data which is also collected original data is obtained specifically on the project at hand. The sources of primary data are consumers, salesmen and original sale records. Under the collection of primary data personal interview with structural questionnaire has been used as the survey technique for the collection of data from consumers. A standard set of questions is prepared to obtain required information on the points.

Secondary data is collected from published and some from unpublished sources like newspapers, magazines, management text etc. What others have learnt, written are put in to print constitutes a vast reservoir of information. Our entire preliminary investigation is based on secondary data.

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Limitations: Following are the limitations of this project report, The main limitation of making this project is the time factor. The survey does not cover entire Shimoga Dist. Much time was spent in explaining to the respondent about the real purpose of survey. Some of the respondents did not show the attitude in colleting the information. Some of the true information like; a. Profile is made in brief and b. Short information has been given relating to working capacity of the firm. The main limitation is that Allen solly is taken for the study of marketing purpose. History and origin has clear and relevant information.

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Chapter 2 Company Profile


Introduction History Objectives Vision Brand Position Future prospects of company

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Company Profile
Introduction

Allen Solly was founded in 1744 by a company called William Hollin and Co Ltd. The brand was purchased sometime in the 90's by a new company called Madura Garments which was a part of Madura Coats. Madura Coats was a big producer of threads.

The Vision Of Allen Solly: The company aimed to emerge as a brand which was totally new and did not stick to conventions. Friday Dressing was introduced to give the company a stronghold. Initially the Indian markets were not open to experimental apparel for men. Friday dressing by Allen Solly gave Indian corporate a chance to transform their wardrobes. The new formal wear was relaxed and not boring. The Aditya Birla Group took over Allen Solly in 2001

Allen Solly created ripples in the Indian market by releasing new rules in corporate dress code titled Friday Dressing. It trashed whites and greys thereby making the corporate world a colourful and vibrant place. Originating from the large portfolio of international brands of Coats ViyellaUK, Allen Solly is targeted at young, contemporary corporate who was ready to challenge conventions and create their own identity. Encouraged by its progress, over the years the brand has evolved to achieve a high fashion quotient and appeal through its exciting, fashionable merchandise and aspiration imagery. Focus on accessories such as eyewear, watches and

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women's bags; have added to the lifestyle quotient of the brand. There are today more than 30 product categories to its portfolio

History - Allen Solly In India Launched in India in 1993, Allen Solly brought about a completely new concept to menswear in India Friday Dressing. In the years that followed, the brand, with its Anglo-American heritage, proved to be the most innovative of the Madura Fashion & Lifestyle's brands. Today it is one of India's most popular and easily recognised brands in the branded premium apparel segment. Consumers understand it as a vibrant and upbeat work wear brand. Allen Sollys recall with Friday Dressing is clearly the strongest.

Convention is not a word that exists in the brand's vocabulary, and from the beginning, the brand not only broke the rules of formal workplace dressing, but also re-wrote them. The dull world of business dressing with its greys and whites was shaken up by Allen Solly, which unapologetically added vibrant dashes of colour to its formal wear lines. The approach paid off, spawning many imitators. Nevertheless, the unconventional, yet

unmistakable Allen Solly Man never lost his place in the spotlight.

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AWARDS Most Admired Brand - Womens Wear IFA 2004 & 2005 & 2007 Most Admired Brand Trousers IFA 2005 Most Admired Brand - Smart Casuals IFA 2006 Objectives Allen solly is keen to tap into this large opportunity by strengthening what its best known for Friday Dressing. Going forward, the brands core positioning will broaden the meaning of Fridays by emphasising its spirit defined as upbeat, relaxed and effortless without ever losing sight of the target. It advocates the need to lighten up the workplace. The brand has ensured that its range of products is stylish, fashionable and sufficiently casual i.e. work appropriate. This is clearly aimed at young professionals/entrepreneurs who are ahead of the curve, open to experiments and believe in looking distinct. Work culture is more relaxed and hence organizations do not impose strict dressing norms. New age workforce is keen to look stylish, fashionable and most importantly express their distinct individuality. This is obviously best expressed through apparel and accessories. Entrepreneurship/off-beat professions are gaining ground thereby providing a promising opportunity for work casuals.

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Vision The company aimed to emerge as a brand which was totally new and did not stick to conventions.

Friday Dressing was introduced to give the company a strong old. Initially the Indian markets were not open to experimental apparel for men. Friday dressing by Allen Solly gave Indian corporates chance to transform their wardrobes. The new formal wear was relaxed and not boring. The brands vision is to lighten up the workplace through a whole new range of preppy work casuals in bold colours, innovative fabric and young fits. Not only do these garments individually brighten up the work environment, but they also lend themselves to lateral coordination with each other, and the impact of the sum is greater than the individual parts Allen Solly, in keeping with the spirit of the brands core and legendary Friday Dressing tagline, recently unveiled its new retail identity at its Indira nagar store in Bangalore. The new identity takes inspiration from the brands strong Nottingham heritage, which has been rendered in a very modern and contemporary manner. Nottingham is Allen Sollys birthplace and a city of stags.

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Brand Position Allen Solly, which was launched in India in 1993, has proved to be the most innovative brands of Madura Fashion & Lifestyle. Indias most popular and easily recognised brand, Allen Solly with its Anglo-American heritage introduced a completely new concept to menswear in India Friday Dressing. . Allen Solly was the first brand in India to introduce Western wear for the working women in 2002. Allen Solly is one of the most salient and best distributed womens-wear brand in the country and we have aggressive plans to strengthen the position. Allen Solly was the first brand in India to introduce Western wear for the working women in 2002. Ten years later, it launched Friday Dressing for the young woman professional. It is a range of work-casuals that will redefine work-wear for women in India. The range exudes sophistication, is chic, fashionable and sufficiently casual while being work appropriate.

.
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This collection of summer dresses from Allen Solly is light weight, comfortable and stylish with invariable floral designs. Enjoy the arrival of summer with beautiful sun dresses or floral printed summer top that can be paired with denim or shorts which gives you a sense of liberty and warmth. Brighten up your day and be the head turner in a summer party at home by flaunting the blue floral print dress or if you are planning a day out with your friends a casual short sleeved pleated dress in liberty print will be the right choice for you to look stunning. So, ladies out there, gear up for the sunny season of style with Allen Solly. Prices starting at Rs 1599/-

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FUTURE PROSPECTS OF COMPANY Popularising Friday Dressing across India

Allen Solly one of the four apparel brands from Madura Fashion and Lifestyle is on an aggressive growth mode. Fashion and Lifestyle is the branded apparel business of Aditya Birla Group. It has four readymade apparel brands Louis Philippe, Van Heusen, Peter England and Allen Solly. The former three brands sell mainly formal wear and Madura has planned aggressive growth strategy for all three brands. This is in response to growing consumer demand for branded apparel.

In Allen Solly, the company registered sales of Rs 500 crores at retail price for the year ended March 2011. In the next three years, Madura wants to double Allen Solly brands revenue with a CAGR of 30 per cent. In the last three years, the brands revenue has grown three times with a CAGR of 40

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per cent. Allen Solly has created a niche since its launch in 1993 and suits consumers who prefer a clothing range that falls between formal and casual wear. Its womens range has also got tremendous response and the company expects the growth of womens wear to outpace mens wear this year. Allen Solly will also consider extending the brand portfolio to accessories such as shoes and bags by 2012-13.

As a part of retail expansion, the company will add around 40-50 Allen Solly stores in 2011-12 and touch 300 stores by 2012-13. The average store size would be around 1,800 sq. ft. with a capital investment of Rs 40 lakh for each store. The current ratio of company-owned and franchised stores stands at about 70:30. Madura will invest around Rs 10 crores a year to launch new stores. Allen Solly womens wear is currently available in around 70 stores which would be increased by adding 25 womens only stores in next two years.

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Chapter 3 Product Profile

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Introduction

Today, the brand appeals to that section of consumers who are young and want to create their own world. Offering clothing that spans casual, work and evening wear, the brand's personality is well-reflected through its 'My World, My Way' campaign.

Allen Solly has several product innovations to its credit and loyal consumers swear by the brands comfortable and fashionably-styled cotton trousers and bright, colourful shirts.

The brand then went a step further, launching a collection of shirts and trousers called 'The Uncrushables' a wrinkle-free wardrobe in an unconventional 'solid' palette.

And the brand is not only for men. Allen Solly's nod to women in the workforce came in 2001, when the brand came out with a line of women's formal wear. A few years later, they rewrote their own rules again, by bringing in their casual chic collection for women. Allen Solly's apparel is

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well known for its superior quality and it has consistently won industry awards and consumer recognition for its clothing.

Allen Solly Products: Allen Solly manufactures very comfortable cotton and linen half and full sleeve shirts in solids of beautiful prints patterns like checks and stripes. They come in attractive color combinations of white and yellow, blue, pink, green and the list goes on. Allen Solly T-shirts are available in half or full sleeves in vibrant colors like orange, black, blue etc. The t-shirts are made of pure cotton. Allen Solly Trousers are pure cotton varieties which have flat or pleated fronts. Allen Solly is considered to be the brand that breaks all rules and conventions of men's wear

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Shirts Allen Solly boasts of the best brands when it comes to shirts. Shopping for a shirt for that special day be it the first day of work, a new job, a wedding or just any other day come to Allen Solly and enjoy unparalleled choice.

Trouser A good pair of trousers is considered the basis of great style. At Allen Solly, finding the perfect pair of trousers is a breeze, considering the wide variety of brands available; trousers for every size and budget.

Denims Allen Solly has an exciting range of casual denims in great fits for the man who knows how to unwind after a long day. Our denims come with great cuts, superb finish and excellent fits. With a wide range of best-selling brands to choose from, finding the perfect pair of jeans was never this easy.

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Suits

At Allen Solly, we have suits that fit every occasion, be it corporate meetings or formal occasions. We have suits that lend a touch of class and elegance, making every occasion truly special.

Brand Awareness: Have you ever wondered when someone will come up with garments and shoes that are perfect for work and after-work fun? Well, Allen Solly has done it, and done it marvelously, one might add. For the latest in crossover styling, head over to Allen Solly and check out their new Friday collection. With these garments and shoes, you can begin your day in the boardroom, and end it playing pool with your close buddies at your favorite club. Allen Solly is redesigning the way urban India is dressing for work with vibrant colors and stylized cuts. Since we talked about the garments in one of our earlier blog, lets focus on the shoes today. These shoes are all weather brogues crafted using intricate whipstitches and contrasting soles. Their mixed-leather derbies are an exciting combination of leather and rich suede. These shoes can be worn with chinos and formal shirts to jeans and tees. Allen Sollys high-top chukka boots are crafted from premium leather, and are not what youd expect from regular high-tops. These shoes are so
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elegantly styled, that they can easily traverse diverse life situations with ease. Again the Allen Solly duplex-leather slip-ons are beautifully created out of suede and leather theyre just perfect to wear with business casuals. So whether youre running a company, managing an important team, or a high-flying artist; Allen Sollys Friday Dressing has something special for you. Also if youre thinking of gifts over this New Year and the many occasions coming up afterwards; this gift card from Allen Solly would be perfect. Think about it is your son getting ready to fly abroad on business? Is your brother looking for restocking wardrobe? Gift cards from Allen Solly should be your answer.

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Chapter 4 FIRM PROFILE

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Introduction and History of the Firm: Zaheers Fashion exclusive showroom of Allen Solly has been incorporated on 12th January 2011. It is located at Ganga Arcade B.H Road, Shimoga. The name of the firm is Zaheers Fashion Allen Solly Showroom. Mr. Mohammed Zaheer is the franchisee. Mr. Mohammed Zaheer is active and multitalented persons in business field. He has experience in attracting the customers and improves the sales of the firm. ALLEN SOLLY is the name which stands for branded and good quality cloths and accessories. In their showroom they deal with the Allen Solly, Friday dressing, and Womens wear.

Capital Structure: Capital is regarded as the life blood of the business enterprises inefficient financial management paralysis the activity of the firm. Hence it is essential that the finance function should be well organized in the firm. Financial management refers to all those managerial activity that are concerned with ascertainment of the finance. Initially capital should be deposited the franchisee Zaheers Fashion to the franchisor Allen Solly company before starting business. There is an agreement between franchisee and franchisor about the terms and conditions of the company, on that basis capital structure has been
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designed. After the agreement the franchisee pays full or half amount which was fixed by the franchisee or franchisor. After depositing the amount, the company person visits the place where the business should be commenced, to know the terms and conditions of the company are fulfilled regarding store length, width and commercial place.For furniture and interior design, the payment has been made by the franchisee (initially).After the certain period that is within six months, the company will pay the interior initially amount in the form of stock or on the basis of the terms and conditions made between franchisee and franchisor. They planned a proper capital structure, where to invest and amount of investment in a particular aspect. Particulars Investment Shop Advance Fitting and Interior Others Total Amount(Rs) Rs.50,00,000 Rs. 10,00,000 Rs.15,00,000 Rs.5,00,000 Rs.80,00,000

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Organization Pattern: Expenses are incurred by the firm monthly are shown below: Particulars Salaries: Store manager Assistant store Manager Sales man Helper Security Electricity Insurance Miscellaneous Shop rent Total Rs.12,000 Rs.8,000 Rs.4,000 Rs. 3,000 Rs. 5,000 Rs.15,000 Rs.8,000 Rs.25,000 Rs.98,000 Amount(Rs) Rs.18,000

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Firm Organization Structure

Area sales manager Orders Payments and inventory Franchisee owner Cash and Inventory Store manager

Staff

Training & Development & HR policies salaries

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Firm Staff members

Proprietor

Store manager

Assistant Store manager

Sales person

Sales person

Sales person

Helpers

Security

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Customer Service:

The company will issue discounts for all the products of the ALLEN SOLLY twice in a year. 1. Allen Solly Provides Gift Cards to the regular customers 2. If any defects found in the products then it will be returned to the franchisee or showrooms where they purchase. 3. Nature of transactions in shop: Payment can be made in the form of cash and also card payment. 4. Showroom is fully equipped with Air conditioners and music system. 5. Trail Room: Trail rooms are well furnished with full mirrors. The mirrors are hanged two sides. 6. Allen Solly showrooms running more than 450 outlets in India and outside India there are situated.

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7. If the customer orders for any product it will be fulfilled within one week. 8. Company is concentrating on mainly youths.

Marketing Mix:

Conceptual Analysis: Marketing information is used to assess the situation in marketing Planning. We have to select specific marketing targets in the form of Market segments. Then for each segments of the market, combination of several types of marketing activities will have to be formulated. They are required to be coordinated in to a single marketing programmed so as to reach a particular target or market segment. Such combination several marketing methods are known as marketing mix. Marketing mix is one of the key concepts in modern marketing theory. A successful marketing mix strategy must have a marketing mix as well as a target market for which the marketing mix is prepared. The firm has to take decisions on the above-mentioned four ps, Decisions on product (product) Decisions on price Decisions on place Decisions on promotion These four ingredients are very closely inner-related. The marketing mix decisions constitute a large part of the Marketing management. Marketing mix is not static. It is always changing according to changing marketing conditions and also with the Change in environmental factors.
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Product Mix Variety Quality Design Features Brand Name Packing Services

Price Mix Pricing Strategy. Pricing Policy. Basic Price Terms of Credit Discounts Allowances

Marketing Mix

Place Mix Distribution Channels Wholesalers Retailers Mercantile Agents Physical Distribution Transportation Warehousing Inventory Location

Promotion Mix Personal Selling Advertising Publicity Sales Promotion Public Relation Direct Marketing

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Product mix: A product mix is the set of all products and items that a particular seller offers for sale. A companys product mix has a certain width; length, depth and consistencys major components of the total product personality they are: Product image Brand Package Service after sale Guarantee Product: A product is the most tangible and intangible single component of the marketing programmer. Good products are key to market success. Product is the vehicle by which a company provides consumer satisfaction. It is the engine that pulls the rest of the marketing programme. A product is anything that can be offered to a market to satisfy a want or need. Products that are marketed include physical Goods, services, experience, events, persons, places, properties, organization, information and ideas. A product policy and strategy is the corner stone of a marketing mix. Without a product, there is nothing to distribute, nothing to promote, nothing

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to price. To the marketer products are the building blocks of the marketing Plan. Branding: Branding is the major issue of product strategy. Branding means naming a product for its identification and distinction. Branding decision is of crucial importance to the marketing strategy since the product will gain its image and consumer loyalty in its brand name. A brand is a name, term, sign, symbol, or design or combination of them. It is the practice of giving a particular name to product or group of products by manufacturer.

Reasons for branding: It is the most powerful instrument of sales promotion due to the following reasons: Ever increasing competition. Need for advertising and publicity. Development for consumer brand-consciousness as a brand image in his mind. Packing: Packing means the wrapping and crating of goods before they are transported or stored. It is a process of covering. Wrapping or crating goods into a package. . Packaging may be defined as the general groups of There activities concentrated on

activities in the planning of product.

formulating a design of the package and producing an appropriate and attractive container or wrapper for a product.
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Functions of packaging: Packaging performs the following important functions: Protection Identification Convenience Attractiveness or promotional appeal Dependability Differentiation Easy handling Price mix: Price is the exchange value of a product or service expressed in terms of money. In other words, price is the money value of goods and services. The price of a product or services is what the seller feels it worth, in terms of money, to the buyer. Price is the one element of the marketing mixes that Produces revenue. Price is the easiest marketing mix element to adjust. Price also communicates to the market the companys intended value positioning of its product or brand. Price is the only objective criteria for the consumer for comparing alternative items and marketing the final choice. Importance of price: Price is a matter of vital importance to both the buyer and the seller. Price is the only element in the marketing mix, which produces, the other

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elements produce costs. Further, pricing and price competition is the most important problem facing the marketing management of many companies. They do not handle the pricing problem properly. Pricing, as a marketing weapon, acts as a big gun. Hence it must be used very cautiously. An inappropriate pricing policy may cause a downfall of the firm its product, even Though product is superior to its rival product. Objectives of pricing policy: Maximization of profits Facing competition Price stability Capturing the market. Changing according to ability to pay Welfare of the firm Achieving a target-return

Methods of pricing policy: Cost-based pricing Demand-based pricing Competition-based pricing Product-based pricing Distribution mix: Distribution may be defined as an operation as a service of operation, which physically bring the goods manufacturer into hands of final consumer

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to use. Distribution includes all activities, which bring a product from the factory into the hands of final consumer. Channels of distribution: The most common routes used for bringing the products in the market from producer to consumer are as follows. Manufacturer-Consumer channel Manufacturer-Retailer-Ultimate consumer channel Manufacturer-Wholesaler-Retailer-consumer channel Manufacturer-Agent-Wholesaler-Retailer-Consumer channel Manufacturer-Wholesaler-Consumer/User channel Promotion mix: Promotion is the process of marketing communication to inform, perused, remind and influence consumer or users in favor of product or service. Promotion is a form of communication with an additional element of persuasion to accept ideas, products, and services and hence persuasive Communication becomes the heart of promotion, the third elements of marketing mix. In marketing, effective communication is absolutely necessary even though good product best package.

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Chapter-5 DATA ANALYSIS AND INTERPRETATION

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Introduction to the buyers behaviour In this big vast city Shimoga, there is lot of people who wear readymade men's wears. Shimoga is a fast growing city. Here consumer plays an important role in the textile field, they are choosers and the consumers are known as" kings of the market". The reputations of a company or any of its goods are entirely dependent upon the attitudes of the consumers. Some people express their opinion in a very different way. So, the consumer satisfaction must be the motto of every manufacturer. The survey is conducted with a view to ascertain the consumer attitude towards various types of men's Jeans in Shimoga city. With special reference to the Allen Solly of Zaheers Fashion. The survey is conducted among the different classes I section of peoples residing in Shimoga city. For this survey questionnaire method is adopted. The main aim of this survey is to study the opinion of people residing in Shimoga city about Allen solly products and all men's wear in general. The answers given by the respondents are analyzed and classified. Their opinion is the key to this survey. In the modern marketing, the consumer is the king and he decides how the product must be and also influence the manufacturer in his product planning and all the marketing decision of the manufacturers. Consumer behaviour is defined as all psychological social and physical behaviour of potential consumers as they become aware of

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evaluate, purchase, consumers and tell about the products and services to others. So in this survey, we have analyzed the economical model of the buyer. It includes his income, and his behaviour towards cost of garments. Psychological model also we analyzed. So that, his status, motivation, brand image, product image has also been studied. But in this survey much importance is given to the socio cultural model because man is a social animal. By using the questionnaire in the survey we can get the correct continuous answer by survey method. In buying behaviour the much influencing factor is the social needs such as desired to gain social prestige or to attract the attention of others towards him and status factors are the brand loyalty image of the firm etc., Therefore, to put it in nutshell, the survey is based on much on the socio culture model. On that basis tables and graphs are designed. 100 persons have been participated for our questionnaire to make this survey successful. The percentage wise opinion has been shown in all the tables formed below for the purpose. Brief Analysis Here in this survey, the total number of persons interviewed were 100, the respondents include students, businessmen, employees and other types of customers.

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Table -1 Classification on the basis of different category of men's wear the most
Category of men's wear Respondents Percentage

Tailor made Readymade Both Total

20 48 32 100

20 48 32 100

In the survey the consumer responded for tailor made garment category are only 20, Those who responded for readymade category are 48 and those who use both tailor-made and readymade garments are 32. The total number of respondents are 100. From the above table it is clear that the users of tailor-made garments in Shimoga city are only 20%. The users of ready-made garments are 48% and in Shimoga city only 32 % of the consumers prefer both tailor-made and ready-made men's wear. This is because they are of the opinion that readymade men's wear costly when compared to tailor made garments.

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Graph-1 Graph showing the number of customers who wear different category of mens wear the most

Respondents
60 50 40 30 20 10 0 Tailor made Readymade Both

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Table - 2 Classification on the basis of users of Jeans and the reason for their purchase Reason for purchase Latest fashion Easy Availability Easy to wear Better fittings Not specified Total No. of Respondents 28 26 19 20 7 100 Percentage 28% 26% 19% 20% 7% 100%

These 100 respondents are asked for why they purchase Jeans. 28 of them answered for latest fashion, 26 of them answered for easy availability, 19 respondents said easy to wear and for better fittings 20 persons are responded. But 7 of them have not specified the reason for why they purchase readymade wear. The above table clears that in percentage, the reason wise buyers, 28 % latest fashion, 26 % for easy availability, 19 % for easy to wear, 20 % for better fittings and 7% not specified any reasons for their purchase. As per the table it is clear that there is wide scope for readymade garments. If they are easily available to consumers the sales definitely increases.

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Graph-2 Graph showing the users of readymade garments and the reasons for their purchase

30

28 26

25 20

20

19

15

10

0 Latest fashion Easy Availability Easy to wear Better fittings Not specified

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Table -3 Classification on the basis of preferences of the customers towards different texture Type of texture Cotton Synthetic Both Total No. of Respondents 47 16 37 100 Percentage 47% 16% 37% 100%

A question pertaining to type of texture preferred was asked to respondents and the information so got is analyzed. Where in 47 % prefer cotton texture, 16 % wear synthetic and 37 % opt for both. Graph-3 Graph showing the preferences of the towards different texture

No. of Respondents
Cotton Synthetic Both

37% 47%

16%

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Table - 4 Classification on the basis of the type of garments preferred by respondents Category of cloth Branded Unbranded Both Total No. of Respondents 56 18 26 100 Percentage 56% 18% 26% 100%

The table shows the attitude and inclination of customers regarding the branded, unbranded and both textile cloths, out of 100 respondents 56 of them responded for branded cloth, 18 of them unbranded and remaining 26 of them responded for both categories of cloth. Graph-4 Graph showing the type of garments preferred by respondents

60

56

50

40 26 18 20

30

10

0 Branded Unbranded Both

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Table-5 Classification on the basis of opinion about the price quoted by Allen Solly Particular Costly Fair Reasonable Cheap Total No. of Respondents 15 22 13 0 50 Percentage 30% 44% 26% 0% 100%

Out of 100 respondents, 50 of them are the customers of Allen Solly: They have responded regarding the price quoted by Allen Solly. As per the survey 30 % of the respondents ticked for costly, 44% of them marked fair, 26 % opine that price quoted is reasonable and nobody says cheap. So while pricing, Allen Solly has to take right method of pricing to improve sales. Therefore it can be concluded that out of total customers in Shimoga only 50% of them are responded, who are the customers of Allen Solly constituting 100 % in the above table.

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Graph-5 Graph showing opinion about the price quoted by Allen solly

25 20 15 15 10 5

22

13

0 0 Costly Fair Reasonable Cheap

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Table-6 Classification on the basis of the customer for Allen solly Jeans and reason for their purchases Reason Good quality Good Colours Durability Economical Total No. of Respondents 20 15 11 4 50 Percentage 40% 30% 22% 8% 100%

The above tale clearly shows the percentage of uses of Allen solly jeans. According to survey, out of 100 respondents, only 50 are users Allen solly jeans. They also provided the reasons for their purchase of Allen solly jeans. 20 of the customers constituting 40% buy Allen solly jeans for good quality, 15 of the customers constituting 30 % opine that they buy for the good colours, 11 respondents i.e.22% opt for durability and also 4 customers the same 8% prefer for economical reasons. From the surrey it is clear that Allen solly jeans are quality Jeans.

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Graph-6 Graph showing the customers for Allen solly jeans and reason for their purchase

20 20 18 16 14 12 10 8 6 4 2 0 Good quality Good Colours Durability Economical 4 11 15

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Table-7 Classification on the basis of the non users of Allen solly Jeans and the reason behind that Reason for not to purchase Poor quality No attraction colours High Price Non Durability Don't known cant say Total No. of Respondents 2 5 28 4 11 50 Percentage 4% 10% 56% 8% 22% 100%.

The above table clears that around 50% i.e. majority of customer don't use Allen solly Jeans. They also gives the reasons for that, 50 out of 2 respondent just marked poor quality, regarding attractive colours 5 persons are disappointed. In the survey majority of respondents had opinion that Allen solly Jeans are too costly. Around 56% vote for high price. 4 respondents say they do not use Allen solly Jeans because of non durability. But 11 respondents constituting 22 % say they don't known the reason or can't say. Probably most of them are unaware of that Jeans. As the survey indicates it, better for the company to reduce the price of Allen solly Jeans.

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Graph-7 Graph showing the non users of Allen solly Jeans and the Reason behind that
No. of Respondents Poor quality Non Durability No attraction colours Don't known cant say High Price

22% 8%

4%

10%

56%

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Table - 8 Classification on the basis of the overall monthly income group of respondents Category Monthly income Below 10000 10000-20000 20000 - 30000 Above 30000 Total Allen solly Jeans respondents 2 8 27 13 50 Other respondents 13 17 16 4 50 Total respondents 15 25 43 17 100

% 4 16 54 26 100

% 26 34 32 8 100

Here in the above table overall monthly income group is expected. Most of the respondents in Shimoga belongs to the group of Rs. 20000-30000 i.e. 43 respondents. Among Allen solly Jeans users, both 10000-20000 groups are 27 and 16, next place to buyers of below 10000 groups then with 17 respondents Above 30000 group.

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Graph-8 Graph showing the overall monthly income group of respondents

30 25 20 15 10 5 0 Below 10000 10000 -20000 13 8

27

17

16 13

4 2

20000 - 30000

Above 30000

Allen Solly jeans respondents

Other respondents

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Table -9 Table showing the status of Allen solly Jeans users Status Student Businessman Employees Others Total Survey analysis of table - 9 The status of the users of the Allen solly Jeans are also collected to know by whom it is used more. As per the survey this jeans is used about 56% by the students. Employees using rate is 22%. Businessmen prefer 16% and others use this jeans for 6%. Graph-9 Graph showing the status of Allen solly Jeans users No. of Respondents 28 8 11 3 50 Percentage 56% 16% 22% 6% 100%

Employees 22% Businessman 16%

Others 6% Student 56%

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Table - 10 Table showing frequency of purchases of readymade garments by the consumers Particulars Frequently Festival Season Clearance sale Special offer Total Survey analysis of table - 10 As clothing is one of the basic requirements of every individual. How often he purchases readymade garments was asked in the survey. 54% buys frequently, 20% during some festival season, 12 % at clearance sale, and 14% on special occasions. As it is stated above people buy cloths frequently. If better quality, attractive colors, special offers and proper advertisement is made, the sales of readymade garments would definitely increase. No. of Respondents 54 20 12 14 100 Percentage 54% 20% 12% 14% 100%

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Graph-10 Graph showing frequency of purchase of readymade garments by customers

60

54

50

40

30 20 20 12 10 14

0 Frequently Festival Season Clearance sale Special offer

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Table -11 Table showing the kinds of dress worn by the respondents For regular No. of use respondents Formals 25 Casuals Fancy/ Ethnic Nil Total 28 16 0 100 On special occasions Jeans pants Kurta Sherwani Jeans - T-Shirts Total No. of respondents 27 43 15 45 100

Survey analysis of table - 11 In fast growing city dresses of every individual has changed. He wont wear same kind of dress for all time. As the time changes, the style also changes. According to the above table in Shimoga city for the regular use, respondents give priority to formals i.e. 56%, 28 % prefer for casual wear, 16% are agreed for fancy and ethnic wear. But for special occasions, 45 respondents give priority to Jeans - T Jeans, 27%, for shirt pants, 15 to Sherwani and 13 Respondents for Kurta. In shimoga city there is no demand for designers wears. In future as it is growing, designers wears may get the importance like in Bombay, Bangalore, Delhi etc.,

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Graph-11 Graph showing the kinds of dress worn by the respondents a) For regular use

Nil 0% Fancy/ Ethnic 23% Casuals 41% Formals 36%

b) On special occasions

Jeans - T-Shirts 35%

Jeans pants 21%

Kurta 33%

Sherwani 11%

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Summary of Observation: The information collected and the survey conduct from this; it is clear that, readymade garment growing popular everywhere. So, the latest fashionable cloths must be kept in stock and the regular advertisement in daily news paper is also necessary. The price still to be reduced and the quality of the garment must be improved. The good quality product must available with reasonable price. Many people feel that the readymade garments are costly now it is the responsibility of the promoter to convince the people at large. The care should be taken to see that demands from all sections of society are met good behavior with the consumers is one of the required factor one should have proper skill to attract the customer; some people do have much skill inherently. If required sufficient training becomes necessary.

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Chapter-6 FINDINGS, SUGGESTIONS AND CONCLUSION

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FINDINGS, SUGGESTIONS AND CONCLUSION Findings: The following are the summary of the survey findings: As per the survey it is clear that one third of the customers do not use readymade garments. So for the company it is important to concentrate on that customer. It has to make them to use readymade men's wear similarly it should satisfy the needs of the existing customers. In the survey 26 % of the respondents use readymade Jeans for easy availability. It defines the non availability of readymade garments in Shimoga. So, the companies have to open the range of shops which are suitable for the customers. In a growing city the Shimoga, latest fashion has attracted many customers so, product should be introduced to the market as per the need of the customers. There is a complaint against readymade garments that they are not suitable to all i.e. one cannot get garments according to body fittings. These problems should be studied carefully. As per the survey conducted majority prefers for cotton wears as it is comfort, but the users of synthetic wear are comparatively low. So, the marketers of cotton wears can grab the market. It doesn't means they should quit from synthetic clothes. They should take measures regarding synthetic clothes too.

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In Shimoga city where most customer belong to middle and low income group the demand for branded garments is as same as the demand for unbranded garments. So both branded and unbranded men's wear move in a smooth manner. In Shimoga city customer are just one fourth for the Allen solly Jeans. It has not reached many customer as it is most opted students and youth. For the company, it will be helpful if it concentrate on those who do not use Allen solly Jeans It is observed that Allen solly Jeans are of good quality Jeans. But most of the consumers are not satisfied with the colour, durability and price of the Jeans. Some customers, who do not compromise with both quality and price of Allen solly Jeans, opine that price is very high. The company has to concentrate all classes of the society in this regard. Now Allen solly Jeans are concentrate on class customers. If it want to increase the sales it should concentrate much on mass consumers. Although the "Allen solly showroom" is one of the famous shop for men, women and kids wear it has not covered the entire customers of Shimoga. Only two third of the customer are aware of this shop. It shows the lack of advertisement. The firm should concentrate on this aspect. Majority of the customers of Allen solly jeans are satisfied with the price quoted by the Allen solly company. But it should analyse the pricing policy for the better sales. However, some customer not satisfied. So promotional measures should also be taken to improve the sales of branded garments.

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Suggestions Product: Allen solly jeans are the leading company in braded and designer garments, and textile manufacturing of our country. It has earned a very good name and popularity in the world of Allen solly Jeans and shirts are giving good results for them. Therefore almost every consumer is satisfied with the results. The following are some of the suggestions for achieving better performance of Allen solly Jeans and increase the sales in the future: The manufacturers have to put more efforts on maintaining and improving the quality of Allen solly Jeans. They should see that the produts manufactured is of good quality. The Allen solly is expected to increase its distributing channels and should also keep supplying the goods in time required by the dealers what ever they demand. lnspite of its good quality . It is observed that the Allen solly Jeans have good popularity and there is a lot of demand in the market as compared to others. Here some of the consumers do not purchase the Allen solly Jeans always, but only once in a way. So the manufacturer is required to take proper promotional activities in order to popularize the product through different advertisement media. Dealers must take the responsibility if there is any small compliant from the customers.

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Price: The Allen solly Jeans have got a very good image and have an increasing demand. As there are number of competitors existing in the market, the price becomes an important factor in order to increase the sales and rise in demand. Allen solly jeans is accepted by high, middle class and rich people by majority. The middle class and low class people feel that the price is relatively high but they also buy it once in the way. Therefore the price of the product, must be comparative so as to improve sales in the competitive market. The follow are some of the suggestions towards the price: The cost of production should be curtained by increasing the production, while implementing the cost, care must be taken such that quality of the product is not affected adversely. Here the middle class and low class people buy the product once in a way, so proper care should be taken and the price should be lowered atleast to compensate them. They must try to maintain the price stability as far as possible. Pricing must be fair in order to create impulsive buying. The marketing expenditure should be minimized. However the high pricing strategy involved in this textile is mainly to build up the image of the company.

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Promotion and distribution Sales promotion is an important instrument lubricate the marketing efforts. The promotional strategy taken up by the company is quite satisfactory. The sales agents visit the dealers once in a while, this mainly to assess dealers if any. Thus, the general conditions of the promotion and distribution of producers as well as dealers are quite satisfactory. There are some further suggestions for improvements: The proper sales promotional activities should be taken in order to increase buying response by ultimate consumers and also to improve market share of Allen solly. Attractive advertisement through all the media of advertising is very necessary in order to increase the usage rate of present consumer and also to meet the completion. Promotional measures such as contents, price, coupons, premium should be attached to sales. Zaheers Fashion should also take greater care for local advertising, regular is to be given in local newspaper some promotional measures have to be provided for customers who buy in bulk. The dealer should improve the display of the product. So that the consumers will be attracted towards the product. Also, the dealer should highlight the product compared to other products.

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Public relations have now become an important marketing function. Effective marketing communication is not possible without establishing and maintaining natural understanding between the company and its customers. A bright image of the product is created and maintained only by public relations. The marketing practitioner finds that the customer wants the delivery of their products at right place, at the right time and in right quality. The ingredients of marketing mix serve as product; price and promotion constitute the first half of marketing. The distribution logistic inputs are termed as the other half of the marketing concept or customer oriented market planning. As for as the distribution, manufacturers have got dense network of distribution. The dealers are quite satisfactory about the general conditions of distribution of products.

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Conclusion The suggestions given here in this project report is based on the suggestions and experience of customers to whom the product ultimately reaches. Customers satisfaction is the ultimate motto of every business. Therefore orientation of marketing is entirely necessary for maintaining and increasing the market share of any type of business. This can be achieved by directly managerial, productive and marketing activities to awards preference of the customers. For this achievement competitive efficiency increases in quality, decrease in cost of production is essential. In this present competitive market, the consumers have been described as the "king". Thus it is very essential that every manufacturer should manufacture those products and services that satisfy present needs of the consumers. Consumers orientation is of immense importance for image for creating and maintaining the brand image in the minds of the consumers. Since the sales of textiles is being seasonal and due to some other technical reason, the. company could not reach its usual profit percentage. It may be concluded that the suggestions arrived that after the survey should be adopted by the readymade garment industry to achieve higher benefit. Further most of the respondents feel that readymade men's wear saves time as customers are giving importance to latest design and better quality clothes. The manufacturer of readymade men's wear has to adopt above things.

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Annexure Questionnaire Bibliography

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CONSUMER QUESTIONNAIRE Dear respondents, I, am student of final year BBM, ATNCC, Shimoga conducting a market survey on readymade garments with reference to Allen solly as a part of my management course. I shall be grateful if you can spare a few minutes to answer this questionnaire.

Yours Irfan S.P 1. Name: 2. Address :

3. Age: 18 20 years 21 30 years 31 40 years Above 40 years

4. Sex Male []

Female [ ]
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5. Maritial Status:

6. Occupations a) Student b) Business Men c) Employee d) Others 7. Income Level: Below 10000 10000 to 20000 20000 to 30000 Above 30000 [] [] [] [] [] [] [] []

8. Which garments do you use more? Tailor made Ready Made Both [] [] []

9. Do you purchase branded Jeans? Yes No [] []

If yes, why? a) Latest fashion c) Easy to wear ( ( ) ) b) Easy availability ( d) Better fittings ( ) )

10.Which type of texture do you like most? a) Cotton b) Synthetic


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c) Both

()

11.Which category do you generally use most? a) Branded ()

b) Unbranded. ( ) 12.Have you heard about the Allen solly Jeans? a) Yes b) No. () ()

13.What is your opinion about the price aspects of Allen solly Jeans? a) Low price b) Medium Price c) High Price ( ) ( ) ()

14.How often you purchase Allen solly jeans? a) Frequently b) Festival season c) Clearance sale d) Special offer () () () ()

15.Do you use Allen solly Jeans? Yes No () ()

If yes, why? a) Good Quality ( ) b) Good colours ( ) c) Durability () ()

d) Special offers

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If No, why? a) Poor Quality ( c) High price ( ) ) b) No alternative colours ( d) Non durability ( ) )

16.What is your opinion about the quality aspects of Allen solly Jeans? a) Excellent b) Good ( ) ( )

c) Satisfactory ( ) 17.What type of dress do you wear? i) For regular use ) ) ) ii) On special occasions a) Kurta ( ) ) )

a) Formals ( b) Casuals (

b) Sherwani (

c) Fancy / ethnic (

c) Jeans-N-T shirt (

18.Do you think there is wider choice of Allen solly Jeans? Yes ( ) No ( )

19.Do you think promotional measures are necessary for the improvement of sale of Allen solly Jeans? Yes ( ) No ( )

20.Yours suggestions ____________________________ Place: Date: Signature

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BIBLIOGRAPHY Books : Marketing Management - K.D Basava Marketing Management Sherlekar Modern Marketing Management Nair, Paul

Websites
www.allensolly.com www.google.com

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