A STUDY ON THE EFFECTIVENESS

OF
CUSTOMER PERCEPTION WITH
REFERENCE TO JAYALAKSHMI
SILKS ,M.G ROAD .

PREPARED BY

RHEA RAJAN (170021080709)

RESHMA MARIA ROSE( 170021080708)
PRANAV PRADEEP (170021080705)
RAMEEZ ADAM (170021080707)

PROJECT GUIDE : ARDRA MICHAEL.

 INTRODUCTION

WHAT IS CUSTOMER PERCEPTION?

• awareness
A marketing concept that encompasses a customer's impression,
and/or consciousness about a company or its offerings.
Customer perception is typically affected by advertising, reviews, public
relations, social media, personal experiences and other channels.

• provided
Customer perception is an individual’s appreciation of a product or service
or marketed to him. This term can be seen as a process that
starts when the consumer or potential consumer receives information
about a product and ends when he builds an opinion or judgment of it

ELEMENTS OF CUSTOMER PERCEPTION.

Perception is a process of sensory organs. The mind gets the information through
the five sense organs, i.e., eyes, nose, ears, tongue, and skin.

Stimuli: The receipt of information is the stimulus which results in sensation.

Knowledge and behaviour depend on senses and their stimulation. These senses
are influenced by a larger number of stimuli. The family, social and the economic
environment are important stimuli for the people. The physiological and
psychological functions are impact of these stimuli. The intensive and extensive
forms of stimuli have a greater impact on the sensory organs. The physical work
environment, socio-cultural environment and other factors have certain stimuli to
influence the employee's perception.

In organisational settings, the supervisor may form the stimulus situation for the
worker's perceptual process.

Attention: The stimuli that are paid attention depend purely on the people's selection
capacity and the intensity of stimuli. Educated employees pay more attention to any
stimuli, for example, announcement of bonus, appeal for efficiency, training, and
motivation. The management has to find out suitable stimuli, which can appeal to the
employees at the maximum level. An organisation should be aware of all those
factors, which affect the attention of the employees. During the attention process,
sensory and neural mechanisms are affected and the message receiver becomes
involved in understanding the stimuli. Taking employees to the attention stage is
essential in an organisation for making them behave in a systematic and required
order.

Recognition: The messages or incoming stimuli are recognised before they are
transmitted into behaviour. Perception is a two-phase activity, i.e., receiving stimuli
and translating the stimuli into action. The recognition process is dependent on
mental acceptability. For example, if a car driver suddenly sees a child in front of his
running car, he stops the car. He recognises the stimuli, i.e., the life of the child is in
danger. His mental process recognises the danger after paying attention to the
stimuli. If he does not attention to the stimuli, he cannot recognise the danger. After
recognising the stimuli, he translates the massage into behaviour.

Translation: The management in an organisation has to consider the various

processes of translating the message into action. The employees should be assisted
to translate the stimuli into action. For example, the announcement of bonus should
be recognised as a stimulus for increasing production. The employee should translate
into appropriate behaviour. In other words, they should be motivated by the
management to increase productivity.

ABOUT JAYALAKSHMI SILKS

 The Jayalakshmi Silks was incorporated at 1947 on Cloth Bazaar Road , Cochin.
 It is a Private sector company.
 They have 4 branches in Kerala that is in Kochi, Calicut ,Trivandrum & Thrissur.
 Now it is referred to as “THE BRIDAL DESTINATION”

SIGNIFICANCE OF THE STUDY

The project work entitled “ A study on customer perception towards buying silks with
reference to Jayalakshmi Silks ,M.G ROAD ” is making an attempt to find out the
 Factors affecting the buying decision and perception of customers towards
Jayalakshmi Silks. Since customer perception is affected by various factors
including the marketing mix of the company it is important to study the factors
affecting customer perception.

• This study helps the company to understand the effectiveness of the

marketing activities carried out by the company and also making various
suggestions for the overall improvement of the organisation.

OBJECTIVES OF THE STUDY.

GENERAL OBJECTIVE: To study the Effectiveness of Customer Perception

towards buying silks with reference to Jayalakshmi Silks ,M.G Road, Ernakulam.
SPECIFIC OBJECTIVE:
• To find out customer awareness about Jayalakshmi Silks.
• To find out the factors affecting the customer buying decision with regards to
Jayalakshmi Silks.
• To make valuable suggestion for the improvement of the company.
• To understand the customer satisfaction level with regard to Jayalakshmi Silks.

RESEARCH DESIGN.

Research Design is the blue print of any research. It gives a clear idea about what the
investigator has done in her or his research.
 Type of research: The research is descriptive in nature.
 Population size: Infinitive.
 Sample size : 60
 Sampling method: Convenience sampling.

DATA COLLECTION METHODOLOGY AND INSTRUMENTS.

Primary method: Primary data is collected by handling out questionnaire and through
personal interaction with employee.
Secondary method: Secondary data has been collected through company files and
websites.

PRESENTATION OF DATA:

The statistical tool in this study will be presented in the form of pie charts and tables.
STATEMENT OF PROBLEMS

The problem of the study is to understand the perception of the customers in buying silks
from Jayalakshmi . Since customer satisfaction is the most important factor for every
company and the taste and preference of the customer is always dynamic, it is always
essential to understand the perception of customers with regard to the product of the
company . The purpose of the study is to understand the customer perception towards
Jayalakshmi silks .