GTU’s Enrollment No: 97690592104

It’s who you are

Submitted By:

PIYUSH K. PARMAR (Roll no: A-38)

In partial fulfillment of the requirements for Summer Internship Programmed for the award of the degree of


Submitted to


This project report entitled “(A Study on Customer Satisfaction at Digjam Ltd.)” has been submitted to Gujarat Technological University, Ahmedabad in partial fulfillment for the award of degree of Master of Business Administration. I, the undersigned hereby declare that this report has been completed by me under the guidance of Mr. S.A.LOHANI, (Q.C. Manager) and Prof. NISARG JOSHI (Faculty Member, Shri Jairambhai Patel Institute of Business Management & Computer Applications, Gandhinagar). The report is entirely the result of my own efforts and has not been submitted either in part or whole to any other institute or university for any degree.

Name of the Student with Signature: GTU’s Enrollment No. : 097690592104 Date: Place: GANDHINAGAR



Shri Jairambhai Patel Institute of Business Management and Computer Applications
(Formerly known as National Institute of Cooperative Management),
Approved by AICTE, New Delhi and Affiliated with Gujarat Technological University

Opposite Amusement Park, Indroda Circle, Gandhinagar - 382 007 Phone: 079 – 23213043, 37 - 38 - 39 Fax : 079 – 23213036 Web: E mail:

This is to certify that Piyush K. Parmar, student of MBA (2009-2011 batch) at Post Graduate Centre of Gujarat Technological University – MBA, SJPI has prepared a Summer Internship Project Report on “A STUDY ON CUSTOMER SATISFACTION OF DIGJAM FABRIC” in partial fulfillment of two years full-time MBA Programme of Gujarat Technological University, Ahmedabad. This project work has been undertaken under my supervision and found satisfactory.

Date: ----------------Place: Gandhinagar

Prof. Nisarg Joshi (Core Faculty – MBA Dept. & Project Guide)


So I have got maximum knowledge about the management through this effort. faculty designed in such a way that it depicted all the major functioning of report to clarify various business and construction. for including this subject. I have prepared this report of on management of the company. How much I have benefited in my life through this effort that is the main object or aim.A. I have managerial concept with the help of collective information sustaining the theoretical principles.U. It means.” at Jamnagar. so I am heartily thankful to G. This training enhanced my particularity on management of industry of the firm in area of marketing. In this report I have tried my best to cover all the information available from concern unit.B. For my practical training.PREFACE I am the student of M.B. M.B. art involves practical so there is no meaning of theoretical study only. level is to give a perspective about the organization and functioning of the marketing department in industrial units. iv . I am a management student you know manufacturing is more over art.A. on visit and its work at managerial level as become very clear. I have got through all the major practical aspect of the organization and the same has been depicted in this report.T. The object of industrial training at M.A. I visited “DIGJAM Ltd. so there is also a part of practical study.

Nisarg Joshi for their valuable inputs for my project..ACKNOWLEDGEMENT The successful completion of any project depends upon the co-operation of many individuals. Jamnagar for providing me an opportunity to carry on my project report in prestigious organization. Hence. valuable suggestion. I would like to thank our director Prof. DIGJAM LIMITED. I also express my indebtedness to Mr. . Personnel Manager of DIGJAM LIMITED. “Dr. Jamnagar for granting me permission to carry on my project.O. First of all I would like to express my deepest sense of gratitude to the leading team of DIGJAM LTD. I take this opportunity to put on record my sincere appreciation and gratitude to Shri Lohani sir. Jamnagar for their kind co-operation.Junare and my faculty guide Prof. Through this brief note I would like to acknowledge the help of individuals who have directly or indirectly contributed towards the completion of our project. Satish.” S.(PIYUSH PARMAR) v . Narendrabhai trivedi. guidance and constructive criticism. General Manager & Mr. Last but not the least I would like to thanks my affectionate parents without whose blessing the study could not have been possible. I also heartily wish my deepest sense of reverence to Shri Sharad Goel for his kind co-operation in each and every way.

DIGJAM is committed to satisfy customers by providing quality products and services.e. Product and Promotion. There are many players in this sector but DIGJAM is a step ahead of them all. employees and shareholders. I am really very thankful to the management at DIGJAM for giving me to an opportunity to undertake a project work in their organization.Figure 1 EXECUTIVE SUMMARY The textile sector is one of the fastest growing sectors in the economy. vi . I hope that the work done by me is satisfactory. ‘IT’S WHO YOU ARE’ – they commit themselves to continuous growth so as to fulfill the aspirations of the customers. which give highest value for money. The whole project is based on understanding the two P’s of marketing i. They believe that their employees are their most important assets through which they can reach the top in each field they venture into..




place organization and idea. that might satisfy a want or need it includes physical products.” Product Mix: Product mix or product assortment consists of all the product lines and items that a particular seller offers for sale. Marketing mix planning begins with formulating an offering that brings value to target customers. acquisition. This offering becomes the basis upon which the company builds profitable relationships with customers. Product Line: A group of products that are closely related because they function in a similar manner.1 INTRODUCTION Product is a key element in the market offering.1. services persons. are sold to the same customer groups. “Product is anything that can be offered to a market for attention. are marketed through the same types of outlets. or fall within given price ranges. PRODUCTS OF DIGJAM DIGJAM woolen mills produce the fabric which is used for the purpose of making: • • • • Blazers Trousers Sherwani Safari Page | 2 .

and adds to the much wanted class and lavish appeal to one’s personality. The jacketing collection has been specifically designed for the Indian winter and is a must have in your wardrobe. Herring ones. The recently launched techno finish in summer 05 has been very well appreciated in the market. Page | 3 . The company continues to be ingenious in its feet while delivering to the ever-growing and ever-changing demands of the clothing and fashion industry. The Free Spirit for winter 05. 2500 per meter. Hound’s Tooth and other fancy weaves. 600 to Rs. The collection comes in superfine merino wool and poly wool in aesthetically designed Checks.DIGJAM’S WINTER COLLECTION Figure 1 DIGJAM launched its new collection of fine jacketing fabric. both in the domestic as well as the international markets. This collection boasts of fine finish and excellent quality. The prices range from Rs. Specially carved to praise the Indian style of dressing the jacketing collection which has a wide range of fabric to choose from.

5 micron 19.2 RAW MATERIALS Woolen fabrics:These are made out of wool. New Zealand and some parts of South Africa. Not only the sheep hair but also some amount of rabbit hair. Polyester is also used as a raw material.1. camel hair.5 micron 18. Wool is a natural product. hangora wool and mink (a bird of South Pole) hair is used as a raw material along with sheep hair. Types of wools:• • • • 22. The sheep which they use is MARINO SHEEP from Australia. therefore all these types of raw material is used in very small quantity. Polyester is a product of crude oil (artificial fiber).5 micron Figure 2 Figure 2 Figures 2 Page | 4 . Mink hair is very costly it costs 2 to 3 lacks per meter. basically hair of sheep.5 micron 17.

3 PRODUCT PLANNING Product planning means planning for the product that is to decide what type of product is too produced or what need or requirement the product is to satisfy and for whom the product is meant.1. If existing product satisfies the need of consumers is also a part of product planning? Product Line:A product line is a group of products that are closely related because they perform a similar function are sold to the same customer groups. DIGJAM LIMITED has three product lines which are used to prepare different types of products:- Woolen fabrics • • Suit length Coat length Worsted fabrics • • Sherwani Safari PV fabric (polyester viscose) • • Blazers Trousers Page | 5 . are marketed through the same channels or make up particular price range.

1.: 1 Page | 6 .4 PRODUCTION PROCESS The various operations that are carried out at Jamnagar plant are as follows: Chart no.

Production process


Chart 2 – Process of Grey Combing

1) Sorting, blending and scouring: - The Greasy wool bales are trapped and sorted to give a proper mix and to remove the solid impurities. It is then scoured to remove the greasy and vegetable impurities.

2) Carding: - The scoured wool is carded and is made in silver form. The impurities like vegetable burrs, dust and very short fibers are removed.

3) Gilling: - In this process the carded wool in the form of silver is treated with faller pins and it is made parallel and weight per meter is regulated.

4) Combing: - Gilled silver with definite weight per meter is combed and short fibers, neps and vegetable matters are removed to get a clean combed silver output.

5) Post Gilling: - Combed silvers are fed to the Gilling Machines and in the last silver output are transferred into shape of ball which is suitable for dyeing and transporting. In the above process the CV% length is achieved in the form of final top.

Page | 7

In this process, polyester tow is cut into required fiber length and converted into top after three gilling operations.

This is another high-tech area in Digjam, where fully automatic microprocessor-controlled HP HT Dyeing machines are in operation. Also in use are radio frequency dryer, Vigorous printing and Jet dyeing machines. The dyeing plant has a computerized IBM-based system for color matching.

In this gilling either pure wool blended tops are gilled and in third phase a predetermined weight per meter is taken as output. The output in silver form is put in cans and fed to comber in this operation blending, fiber blending, removal of short fibers; neps, etc. are carried out. Now this recombed cans are fed into two gilling operations and in the last gill box output is in form of balls. Top is ready for spinning.

Page | 8

Flow chart of spinning department.

Gilling Roving Spinning on Ring frame Single yarn steaming ( to remove the snarling) Single yarn winding(to remove the fault from the yarn) Assembly winding (assemble two single yarn on 1 package) Twisting on TFO(two for one) Double yarn steaming Double yarn winding Visual checking of yarn

Yarn delivers to the godown

Chart no. : 3 spinning process

Page | 9

capable of producing the highest quality of fabrics. The sulzers are the world’s highest rated weaving equipment.WEAVING A well-laid out weaving shed houses 116 Sulzer-Ruti microprocessor controlled projectile weaving machines. Chart 4: Process of Weaving Page | 10 .

5: Process of Finishing Page | 11 . Dry / Wet Setting Heat Setting Singing Scouring Cropping Damping Rotary press / Paper press Continuous Press KD Machine Grading / Folding Chart no. Swiss and Japanese machines finish the fabric to perfection. thus avoiding lot variations. These machines use a process sequence that is automatically controlled by a punch card system. perfect uniformity is ensured. In this way.FINISHING The finest Italian.

weighing and recording as per concern person or client by whom company got the order. cut no. Market survey Customer requirement(they also design for institutions) Activities of design department 1) Yarn development 2) Fabric development 3) Export development As per the domestic and export order. generate barcode.FOLDING DIVISION After the shrinkage department or keir decatisation. there are arranging a conference two times in a year for the selection of yarn. Designing department Sources of design: • • • • International magazines which contains fabric cutting Designer’s intuition and past experience. this cutter pieces go for the folding. table checking. selvedge stamping and measuring & cutting Then. export development. . and length & weight of fabric. Page | 12 . shade no. Final fabric is folded by the folding machine. fabric. . As per requirement Like 75cm length. quality no. final product is transferred to final inspection / perching department.

color fastness) Page | 13 . oil%. pilling test. relaxation Shrinkage.5 Quality control The main functions of the quality control department are: 1) Find out micron value of wool.v. Neps. oil%.%. width.%. shade) 2) Final top(c. 2) To find out blend composition 3) To find out count value of yarn 4) To find out the fabric properties like steam shrinkage .v. fastness etc. stretch & growth percentage.1. The types of checking are as follow: 1) Tow(denier. twist. shade) 4) Dyeing(washing fastness. In quality control some of the checking is done. Neps) 3) Yarn checking(count. c. light& rubbing fastness) 5) Fabric checking(weight. short fiber%.


Factors such as funds. It is the art of getting things done through other people. He is treated as resources contributed towards the overall objectives of the organization. etc. And the personnel department is very important in each and every organization and we can say that the personnel department is known as Police Department of any organization. It is strongly believed in this approach and philosophy that the collaborative and participative efforts of human resources are to be nurtured. And the all the activities of HRM is done by Personnel Management. there is no difference between Human Resource Department and Personnel Department. It is basically concerned with the human relationship within the organization and helps in maintaining smooth relationship between employees and employers. machineries. technological advancement. So the all activities which are done by the Digjam Limited are stated below.2. In DIGJAM Limited. developed ton the fullest extent and human resource development is the foundation of this philosophy. that are required in order to run an organization. In Human Resource Management there is an emphasis on the developmental aspects of human being.1 INTRODUCTION: Personnel management is a link between the top management and the workers or we can say that it acts like bridge between the employers and the employees. Page | 15 . Manpower is the most important resource among all the resources. nothing will work if an organization doesn’t have sufficient manpower and suitable managerial personnel system and practices.

promotion and advertisement etc. now we discuss the sources of recruitment.2 RECRUITMENT & SELECTION: Recruitment has been regarded as the most important function of the personnel department because unless the right type of people are hired. These are some advantages of using internal sources: o Improve employee morale o Job security and opportunities for employee members o Tried people and then be relied upon o Require less training. Internal sources:Internal sources are the most obvious sources. so the training cost will be minimized o It is less costly than going outside to recruit Page | 16 . “Recruitment is a process to discover the source of manpower to meet the recruitment of the staffing schedule and to employ effective measures for attracting that manpower in adequate numbers to facilitate effective selection and efficient working force. As Yoder point out. Sources for the recruitment for DIGJAM are as follows: • • Internal Sources External Sources 1. even the best plans. organizations and control system would not do much good.” Recruiting Procedure of Digjam Limited: • • • Recruitment of workers Recruitment of executives and managerial staff Recruitment of technical personnel SOURCES OF RECRUITMENT: Sources are those where prospective employees are available like employment exchange while techniques are those which stimulate the prospective employees to apply for jobs like applications by employee. This includes personnel already on the pay-roll of the organization.2.

With the help of internal advertisement. customers and business practices well In DIGJAM the internal recruitment is done by the reference of internal member of the organization. Experienced persons such as mechanics. External sources:Many of the organizations are depends upon the external sources for the recruitment like. Page | 17 . college students. mostly inexperienced. accountants and welders. • • • • • New entrance for the labor force i. potential employees. 2. young.e. In DIGJAM the external recruitment is done by HR department with the help of concern department. within the company. It provides the requisites type of personnel for an organization up to the required standards. company gets enough references for the recruitment. As per the requirement of concern department recruitment procedure will be done by HR department. The unemployed with wide range of skills and abilities.o Present employee can understand local languages. It is economical because potential employees do not need extra training for job.

Workers are selected by the concern supervisor and Assistant personnel manager. Selection divides all the applicants into two categories: 1. Suitable 2.2. Unsuitable In DIGJAM recruitment and selection procedure for BLUE COLLAR force is as per labour laws for the recruitment of labor in the company it is essential that he should acquire the certificate of ITI examination. For this purpose DIGJAM is largely depend upon the fresh candidate and for that the company is following the formal selection procedure. Recruitment and selection procedure for WHITE COLLAR force refers to the selection of officers and managers. Physical fitness and attitude are considered at the time of selection.2 SELECTION Selection is the process of choosing the most suitable person out of all the applicants. • • • • • • • Application receipt Employment test Group discussion Final interview Medical examination References checked Orientation programme Page | 18 . Selection is the process of matching the qualifications of applicants with job requirements.

DIGJAM has systematic induction program. The main objectives of an induction program of DIGJAM are: • • • To build up the new employee’s confidence in him in lathe new organization so that he may become an efficient employer.3 INDUCTION: Induction mainly implies familiar introduction of new employee with the work. rest periods To develop a feeling of belongings & loyalty to the organization.2. which helps to make employee feel at home and reduces the initial nervousness on his part. superiors and organizations. leave rules. follow workers. work culture. Page | 19 . canteen and other facilities. To give all the necessary information to employee about location of workrooms.

In case of staff category.” Training is the process of increasing the knowledge and skills for doing a particular job. awareness.4 TRAINING AND DEVELOPMENT: Never stop listening Never stop learning Never stop training “Training is any process by which the aptitudes. the training areas are skill development. attitude.2. multitasking. motivation. skills and abilities of employees to perform specific jobs are increase. after having training rate identified the Human Resource Department with the top management prepares a training calendar are conducts the training program. In DIGJAM the Human Resource Department identifies the training in all the employees with the departments’ heads. • In case of workman. In case of management training or all the training areas are of the specific nature mainly the management development areas are been conducted There are two types of training are given to employees: • • • • On the job training Off the job training Page | 20 . awareness. housekeeping. training is given on safety. are given. discipline. skill improvement. roles and responsibilities etc. behavior and conduct rules are given here. quality improvement. Every year in the month of March.

required skills or compensations. responsibilities. commands more prestige & a higher status & carries higher rate of pay. The promotion is to be given on the merit basis. Transfer may have to be made within an organization for varied reasons. Transfer is a movement of employee from one job to another without any significant change in duties.2. In DIGJAM being management reviews the performance of every individual on the yearly basis. In DIGJAM workmen & staff employees are normally being transferred from one department to another department. Page | 21 .” The term promotion is referred to the advancement of an employee to a better or higher job. There are no fix promotion schemes. These step is also been taken for some workers who do not performs his job well as required.5 PROMOTION AND TRANSFER: “A promotion is the transfer of an employee to a job which pays more money or one that carries some preferred status. This is on needing base in case of sales promotion to the transfer is in one location to another which also needs base. In DIGJAM demotion is also followed. requires a great degree of skills. In other words employee can be said to have been promoted where he performs his job which involves higher responsibility.

2.” On the other hand salary normally refers to the monthly rates paid to clerical administration and professional employees or “White collar worker” in DIGJAM time office department decides the wages of worker. while salary normally refers to the clerical administration & professional employees. A person who gets the wages is called “Blue collar worker. In production wages usually refers to the contribution to production. The maximum general advance will be Rs. In case of staff category the employee’s gets consolidate salary on monthly calculated basis the pay scale starts from 7000 gross salary. 6 WAGES & SALARIES: The wage is remuneration paid for the service of labor.450 each. Page | 22 . they are paying to the workers at the 10th date of month. There is attendance system and after totaling the attendance of workers.

The unions are affiliated with external trade unions such as • • • BMS (Bharat Majdoor Sangh) AITUS (All India Trade Union Sangh) Janta Dal There is family type of environment in the unit and if any problem occurs then union leader or labor officer solves that problem jointly. “Worker is a flower and trade union is a garland”.7 TRADE UNION: Trade union is one of the associations of employees. In DIGJAM there are more than 1300 employees in the organization. Trade union is an association of workers which protects and maintains employee’s interest. Ramanagan. According to G. All the trade union helps in the development of the unit Page | 23 . in which there are 1061 workers. It works for employee’s welfare. In DIGJAM are having three labor trade unions.2. 277 staff and 53 sub staff is included.

• Initiative. • Technical skill Page | 24 . Content to be appraised may be in the form of contribution to organization objectives like production. it is a matter of choice. return on capital.2. • Self expression: Written & oral. • Leadership styles & abilities. presence etc CONTENTS TO BE APPRAISED FOR AN OFFICER’S JOB: • Regularity of attendance. Performance & development agreement Performance Review Managing performance Throughout the year CONTENT OF PERFORMANCE APPRAISAL: Every organization has to decide upon the content to be appraised before the programme is approved. It is a thing to be achieved. cost saving. It is not a thing to be waited for. Generally content to be in the form of the basis of job analysis.8 PERFORMANCE APPRAISAL Performance is not a matter of chance. PERFORMANCE MANAGEMENT AS A CYCLE Performance management can be described as a continues if – renewing cycle. • Ability to work with others. discipline.


It is of course. A successful marketing strategy must have a marketing mix as well as a target market for which the marketing mix is prepared. Marketing mix offers an optimum combination of all marketing ingredients so that we can have realization of company goals such as profit. and market share and so on. Marketing manager is a mixer of all marketing ingredients and he creates a mix of all marketing elements and resources. Under the system approach. The contribution of these marketing methods of devices is known as the marketing mix. The marketing mix will naturally be changing according to changing marketing conditions and also with the changing environmental factors affecting each market. Page | 26 . we formulate a combination of a number of devices or type of marketing activities that are integrated. the decision in one area affects action in the other. based on marketing research and marketing operations. The elements or variables that make up marketing mix are only four. marketing mix consists of four elements. Marketing mix decision constitutes a large part of marketing management. They are: • • • • Product Price Place Promotion In marketing.3. For each segment of subdivision of the market. • • • • Decision on Product or service Decision on Price Decision on Promotion Decision on Place/distribution These 4 ingredients are closely interrelated. return on investment. sales volume. we have to select specific marketing targets in the form of market segments. It is the profitable formula of our marketing operations.1 INTRODUCTION Basically.

NUMBER OF CHANNEL LEVELS: Companies can design their distribution channels to make products and services available to the customer in different ways.2 MARKETING CHANNELS / DISTRIBUTION CHANNELS Few producers sell their goods directly to the final users. Each layer of marketing intermediaries that performs some work in bringing the product and its ownership closer to the final buyer is a channel level. Instead. They try to forge marketing channel or distribution channel – a set of independent organizations involved in the process of making a product or service available for use or consumption by the consumer or business user. they are part of every channel. Because the producer and the final consumer both perform some work. Producer Producer Producer Wholesaler Retailer Retailer Consumer Consumer Consumer Chart 6 . most use intermediaries to bring their products to market.Consumer Marketing Channels Page | 27 .3.

There are 3000 such retailers of DIGJAM spread all over India and does not get any such benefits.They work as the agents on the basis of commission paid to them based on the turnover i. iii.Multichannel Distribution of Digjam 1) SELLING REPRESENTATIVES: . There are many selling representatives who work as agents on the basis of commission which is based on the turnover achieved by them.e. on the rate of selling. 2) WHOLESALERS:.DIGJAM has 1600 to 2000 distributors spread all over India. ii. Page | 28 . Turnover incentive Early Bird Incentive Free Of Interest (FOI 3) DIRECT SHOWROOMS: . 1) RETAILERS: . DIGJAM follows a Multichannel distribution system which is as follows: PRODUCER (DIGJAM) Selling Representative (AGENTS) Wholesaler (100 wholesalers) Direct Showrooms (27 direct showrooms) Retailers (3000 retailers) Chart 7 .They get the following benefits: i.There are about 27 direct showroom of DIGJAM spread all over India and get the benefit of Free of Interest (FOI).

manage. DIGJAM LIMITED motivates its customers by providing them gifts and discounts etc. They practice strong Partner Relationship Management (PRM) to forge long-term partnerships with channel members. a company must convince distributors that they can succeed better by working together as apart of a organized value delivery system. Just as they use Customer Relationship Management (CRM) software systems to help manage relationships with important customers. This creates a marketing system that needs of both the company and its marketing partners. Many companies are now installing integrated high-tech partner relationship management systems to coordinate their whole – channel marketing efforts. train.3 MOTIVATING THE CHANNEL PARTNERS Once selected. In managing its channels. and evaluate relationships with channel partners. the various promotion tools used by DIGJAM are as follows: 1) Free Holiday Trips 2) Gift Articles 3) Carrier Bags 4) Glow Sign Boards 5) Sponsoring Events Page | 29 . The company must sell not only through the intermediaries but to and with them. channel members must be continuously managed and motivated to do their best. Most companies see their intermediaries as first – line customers and partners. organize. motivate.3. companies can now use PRM software to help recruit.

DIGJAM advertises its product on various channels mainly in news channel viz. According to Richard Buskirk: “Advertising is a paid form of non – personal presentation of ideas goods or services by an identified sponsor. India Today and Business India. Advertising thus means spreading of information. The advertisement program decision is based as follows: Mission Money Message Media Measurement - What is the advertising object? How much can be spent? What message should be used? What media should be used? How should the result be evaluated? The department carries out the function of communicating the brand name value and image to the customer. It ensures the premium image of DIGJAM brand is upheld in the market place for this. “Aaj Tak”.3. it decides on the advertising to be undertaken by the company and supervises the functioning of the advertising agency.” DIGJAM believes in planned and controlled ads. It communicates about the firm which manufactures the product. The ad punch line “FABRIC FOR Page | 30 . Every year around 15 crore of rupees is spent on various types of advertisements. The company’s ad agency is RADIANT and it is ranked 4th in the country ad agency rating list.4 ADVERTISEMENTS Advertisement is nothing but a paid form a non – personal presentation or promotion of ideas. Some of the print media through which the company makes advertisement of the product are Outlook. goods or services by an identified sponsor.

exhibitions and showroom. Advertisement is given through various ads media like postal electric sign and electric display. The company takes part in various trade fairs organized in various parts of the country and outside the country to tap the national as well as international market. DIGJAM’s main competitor is Raymond. The company targets its ads on the younger and most successful person. The other media through which the company communicates its exclusive message to the customer are window display. emotion and humor are the key contents of advertisement is limited and therefore executives have to check out the various types media and their features like cost of media and high customer reach. Back drop in movie “KABHI KHUSHI KABHI GUM”. The Raymond at present rank in the market as far as the sales and advertisement is concern.THE GREAT SUIT” has proved to be more effective. The lifestyle. OUTDOOR MEDIA: Generally company contributes 50% advertising expense rendered by local agents. One of such different initiatives taken by the department in the recent past is discussed below. The total advertisement cost was Rs. 30 crore. The company has to see that it does not spend too much or too less to wastage of money a negligible effect on consumers respectively. 25 lacks in the said production cost of Rs. Page | 31 . A back drop of DIGJAM brand was used in the highly successful movie. DIGJAM has the market share of 12% in the total market of woolen fabrics.


This all the type is as follow.3. a lather briefcase is given with a product promotion is very easy and also this briefcase is useful in your real life. as a office document and also you can use this bag at office level.5 TYPES OF PACKING DIGJAM has five types of packing at a different product and at a different price. Packing A In packing A. Packing B Page | 33 .

This bag is very attractive and its wait is very light and there are no government restrictions on this bag.In the packing B. Packing D In the packing D a paper bag which can be disposable also. Packing C Packing C in the product give with a velvet bag life suitcase type this types of bag you can use anywhere and of any purpose and this bag is very chip as compare to the lather bag. at a sales man level and in real life also. At an official level. Page | 34 . And wait is light and attractive. a lather travel begs is given with product and in this bag you can use at different place.

Packing E A packing E is give product with cover and plastic paper for the protection of the product. It give a direct choose of color and design of the product for helping your side. Page | 35 .

Bikaner.PROMOTION: In order to promote the brand name and sales of the company the marketing department launches various promotion schemes aimed at the consumers and the channel partners.. and Ahmedabad etc. Bhopal. Baroda. Digjam suit lengths were distributed as prizes. Page | 36 .g. It advertises in Cinemas and Multiplexes only in Metros. Low cost effective promotions done by the department for e. sponsorship of different prizes at as disco night in a five star hotel. ADVERTISEMENTS NATIONAL LEVEL Aaj Tak Zee News NDTV India NDTV 24x7 CNBC REGIONAL LEVEL ETV Gujarati Zee Gujarati ETV Punjabi UDAYA Gemini MAGAZINES Business World India Today Flight Magazines Swagat (IA) Jet Wing (JA) NEWSPAPERS Times of India Gujarat Samachar Rajasthan Patrika Chart 8: Forms of Advertisements DIGJAM also advertises through FM Radios in Metros and Semi – metros like Jammu. Pune.

ranked second to the newspaper and magazine i. 33%. Which media plays a vita role in the customer buying behavior? From the survey it was derived that about 60% of the people ranked TV for their media habit. 5% are in favor of internet while the rest 2% are influenced by other means. the unit is in touch with: The reason behind this point is to know which media has greater influence over customer.6 Ranking of media. Table 1: Influence of media on unit PARTICULARS Television Newspaper and magazines Internet Others % OF RESPONDENTS 60% 33% 5% 2% Page | 37 ..3.e..


3. Page | 39 .1 INTRODUCTION Finance department is the heart of any organization. Ratio Analysis. allocation and maximum utilization of financial resources. Finance function assumes an important role in the business system and it should be given equal importance as to production and marketing function. The bank related employees working under the finance manager who handle the matters and also fund management related matters. According to phillipatus.”Finance management is concerned with the managerial decisions that results in the acquisition and financing of long term and short term credit for the firm. refers to such a treatment of the information contained in the income statement and the Balance sheet so as to afford full diagnosed of the profitability and financial soundness of the business. Fund flow Analysis. Common size financial statements. Finance manager who works under the direct control of company executives who handle the finance department.4. Profitability and Financial soundness Analysis of financial statement therefore. → Tools of financial Analysis :1. Finance is as important as brain in human body. ii. 2. Financial statements are indicators of the two significant factors:i.” Financial management refers to the planning & control of financing decisions so as to ensure proper acquisition. Profit maximization and wealth maximization are the main objective used in the sense of decision criteria for investment financing & dividend policy decisions involved in financial management. The scope of financial management provides an overview of important decision making areas relating to the financial operations of a firm. Comparative Financial statements. The basic objective of this department is t handle the finance as well as to maintain records of finance. 4.

In DIGJAM. Internal Source: • • Depreciation fund Profit Fund External Source: • • • Banks Financial Institutions Others So these are the sources of finance and this necessary for every company to know their sources and they have to keep watch on all these sources. the financial condition prevent in the economy and the risk profile of both viz. Page | 40 . Each and every source of finance of funds has some advantages as well as disadvantages. diversification and modernization and rehabilitation scheme is ascertaining the cost of project and the means of finance.2 SOURCES OF FUND: One of the most important considerations for an entrepreneur of company in implementing a new project or undertaking expansion.. they use both types of sources for meet their different future requirements. the company as well as the industry in which the company operates. the leverage planned by the company. The selection of fund source is dependent on the financial strategy pursued by the company.4.


they gear themselves for this shift with the launch of an exclusive range of RTW. The RTW range will be available across India through a chain of select showrooms.FUTURE PLANS The global trend in textiles is shifting to ready-to-wear (RTW). At Digjam Limited. run by franchisees and dealers. Page | 42 .

Young and the dynamic work force providing professional edge to the management.CHAPTER 6 SWOT ANALYSIS Every company does SWOT analysis whether it is large scale organization or small scale organization to measure. WEAKNESS • • • • Image in the mark of only manufacturer of woolen fabric. color and packing. They do their analysis for the purpose of identifying their strengths. opportunities and threats. No diversification till the year 2000. weakness. Relatively higher carrying cost of inventory. Lack of funds for heavy investment in advertisements. Company covers 1/6th of the market share in the organized segment. Page | 43 . Strong brand equity. goodwill and reputation. Strong marketing and distribution network. STRENGTHS • • • • • Sound logistics management system helps the company to cater the customers having varied requirements in different varieties.

Existing dealer network sued to cater to new products also. demand for the product can be expanded. Dependable for raw material on other countries. Change of consumer preference towards readymade garments. By introduction of new applications. Page | 44 . Cotton fabric is preferred more by the consumer as compared with woolen.OPPORTUNITIES • • • Company has good image in woolen segment so it can enter into production of shawl and blanket. THREATS • • • • Cheap imported fabric.


1 LITERATURE REVIEW Literature Review on Customer Satisfaction: Author: Bingguang Li. Written questionnaire responses from university academic departments across the U. The questionnaire gathered data on the characteristics of each factor and determined the ranking of importance of factors. • Professionalism of service: The degree to which the provider uses suitable professional behaviors Research Model: It is the purpose of this study to determine the relationships between the five factors and customer Page | 46 . A model of customer satisfaction in parcel delivery service was developed. From a literature review. Parcels are delivered to the right receivers without damage within the promised time..D. The research tested the hypotheses to determine the correlation coefficients between the five factors and overall customer satisfaction with respect to all customers for both outgoing and incoming parcel delivery services. Ph. availability. • Completeness of service: The degree to which the total job is finished. Abstract: Parcel delivery companies (e.S. Assistant Professor of Operations and Information Management College of Business Albany State University Albany. reliability. Phone: (229) 430-4779 Fax: (229) 430-5119 Email: bli@asurams. and professionalism of service were identified as the five critical factors affecting customer satisfaction in parcel delivery industry. Findings: Factors Affecting Customer Satisfaction in Parcel Delivery Industry: • Availability of service: The degree to which the customer can access the delivery service and contact customer service.g. were used. • Responsiveness of service: The willingness or readiness of staffs to provide service and the degree to which the staff react promptly to the customer. UPS. US Postal Service.A.S. completeness. • Reliability of service: Consistency of performance and dependability. GA 31705 U. and FedEx) are significant parts of modern transportation systems.

completeness. responsiveness of service. Professionalism was the least important for conditions of outgoing service and incoming service for all customers. When parcel carriers make investment decisions. Sometimes availability of service. responsiveness of service. reliability. responsiveness. and completeness of service were statistically significantly different from each other. it is believed customer satisfaction contributes to customer retention and business success. This research discovered that reliability of service was the most important among the five factors with respect to all customers for both outgoing and incoming parcel delivery services for the university departments surveyed. and completeness of service were in the middle of the rankings. Managerial Implications Reliability of service was the most important among the five factors. the highest priority should be given to the projects related to reliability improvement. Page | 47 .CONCLUSIONS AND DISCUSSIONS Summary of the Research This research concluded that all the five factors (availability. and sometimes they were not statistically significantly different with respect to two different services (outgoing or incoming service). Since reliability of service contributes to customer satisfaction. and professionalism) were positively correlated with overall customer satisfaction with respect to all customers for both outgoing and incoming parcel delivery services. Availability of service.

1996) Published by: London Financial times. Spreng.”A Reexamination of the Determinants of customer satisfaction.  The Journal of Marketing. September 5. Company should select more diversified sample Company should provide some promotional gift to the customer for increase the response rate for the survey. 1 1 Scott B. • Intentionally wrong ratings by customer in order get more concessions. 1999. 3 (July..Mackenize. Richard A. RESEARCH PAPER ON CUSTOMER SATISFACTION :  Author :Scott B.” journal of marketing.  Recommendations : • • • • Company should hire an outside research agency for getting accurate result. • Inaccurate survey by being nice to customer just before the survey. Company should not announce in advance about their research schedule. “Louisville courier-journal of marketing. 3(July1996): 15-32. no. no. vol. 1998  Findings : • Manager and salespeople can manipulate customer satisfaction ratings.Spreng. Mackenize & Richard A. Page | 48 . • Exclusion of unhappy customer during the survey period. 2 “Saturn Illustrates Customer Satisfaction. Vol.

7 Company should provide good quality of product. Page | 49 . 3 Think through the issues that need to be addressed and list them out.Literature Review on Customer Satisfaction: Author : A White Paper. 2 Look at the customer satisfaction data to see. 4 Courtesy from sales staff 5 Representative of the sales staff should be friendliness 6 Company should provide after as well as before sales services to their customer through which company able to get satisfaction from customer side. where low absolute scores are and low scores relatives to the competitive.b2binternational. by Paul Hague and Nick Hague of B2B International Website : Recommendation: 1 Pay attention to those issue that is important to customer.

1995). Bowen. 4 Not surprisingly. From the top-down.Literature Review on Customer Satisfaction: Author: Rodrigo A. 2 Customer Satisfaction: Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods Tim Mannello. Padilla Research Faculty of Commerce and administration. and respond—often in unique and creative ways—to the evolving needs and constantly shifting expectations of their customers 2 Company should carefully hire people. communicate that vision to employees at every level. “Susquehanna Health System: 1999 Global Customer Service Award Winner” Page | 50 . The focus on complete customer 5 Company should establish concrete standards of service quality and regularly measure themselves against those standards. understand. a primary concern of business research and literature is building companies that excel at gaining and keeping customers. 132. Studies show that outstanding customer service organizations focus on a clear goal—satisfying the customer—and design everything else with that aim in mind. in the beginning stages of the customer service revolution. Concordia University. From this investigation. these organizations act to provide positive customer experiences. 1996 Fifteen years ago. they distilled five general operating principles that research and experience continue to uphold: Recommendation : 1 Successful customer service companies should listen . Ron Zemke and Dick Schaaf canvassed 101 leading companies to see how they approached customer service. December 5. 2 1 Customer Satisfaction: Improving Quality and Access to Services and Supports in Vulnerable Neighborhoods Benjamin Schneider and David E. and ensure that service quality is personally and positively important to everyone in the organization. and then empower them to work on behalf of customers. Winning the Service Game (Boston: Harvard Business School Press. whether inside or outside the organization. 3 Company should establish a clear vision of what superior service is. train them extensively so they have the knowledge and skills to achieve the service standards.

websites. Yet. 2 Monitoring published information and actions systematically. Page | 51 . marketing research is not limited to large companies with big budgets and marketing research departments. A large percentage of that is spent on services for outside firms Here Digjam spent approx 10% of the company sales. everyone carries out marketing research-including the customers. This may be done by examining news paper. Analysis and Reporting of data and Findings Relevant to a specific marketing situation facing the company.2 INTRODUCTION OF MARKET RESEARCH Definition of Marketing Research : Marketing Research as the systematic design. and by visiting competitive outlets. Many large companies’ hires summer trainees from management institution for cost-effective market research year after year. which often play crucial role within the organization. Most large companies have their own marketing research department. Specialty-line marketing research firms: A company can hire services of marketing research firm or conduct research in creative and affordable ways such as: 1 Engaging professors or students to design and conduct studies. collection.7. Often at much smaller companies. industry report. Companies normally budget marketing research at 1% to 2% of company sales. Awarding live projects to MBA as part of their course work is also a common practice.

3 Objective of study PRIMARY: 1. To get an overview of the customer about the quality and sales promotion activities of the company. market size and industrial scenario. 2. 2. To know the problems of customer. To know the market share of the company. SECONDARY: 1. Page | 52 . To gain knowledge about the market of DIGJAM fabric. with respect of brand usage. 4. To identify the market forces that influences the customer decision in buying the product. 3.7. 5. To get an insight about what the customer feels about the company policy. To study the customers psychology regarding the company.

7. Technology: There was lack of availability of hardware equipment and internet connectivity. Response: The response rate was very low. Page | 53 . And can not be justify in the context of time limit. because the research on customer satisfaction is very broad area and it’s require much more time for reached at the good conclusion.4 LIMITATION Time horizon: Shortage of time duration. result for low response.

the survey was started in order to get the questionnaire filled by them.7. They also point the aspect in which the organization is lacking and need to improvise upon as well as the aspect. the advertising media to which the customers are in touch with and the problems they are facing with the product. These were used for collecting the responses from the respondent.5 DATA COLLECTION As a tool a well-structured questionnaire was used. Page | 54 . For this purpose a extensive study was initially done about the product and the production process. the advertising media to which the customers are in touch with the problems they are facing with the product. which are its plus point and which can really help in future. view on overall quality and price competitiveness. These findings and recommendations would go a long way of satisfaction and service in order to maintain its existing customer as well as to add 1-1 new customer to its existing data base. certain findings were made on that basis and some recommendations too were given to the organization so as to improve the level of satisfaction of their customers. On the basis of the information collected in the interviews from the respondents and filled in questionnaire from them. The data collected through questionnaire was tabulated and analyzed to study. view on overall quality and price competitiveness. a insight about the product. After the initial study. the respondent attention toward buying the DIGJAM to assess the customer knowledge about the organization. about the organization. about the production process was necessary.6 DATA ANALYSIS In order to do the work properly. Marketing research was done to assess the customer knowledge about the organization. 7.

retailer. a questionnaire was properly designed for the customer. As a universe was infinite. This was done with the help of discussions held with the sales and marketing professionals in the company. enhancing market/customer understanding. the factors that affect the satisfaction level of DIGJAM customers were obtained. fashion/trend • Price competitiveness • Marketing efforts by the company to increase its sales. Basically those customers were undertaken who were purchasing the product from dealers.7 RESEARCH METHOD To get an insight about the company. regional promotion. and due to time and cost constraints. First. Surat) and oral(Jamnagar) research .7. But a minimum of 90 samples was to be taken to maintain the standard quality and reliability of the data collected. Vadodra. The following factors were obtained as a result • Purchase influencers • Preference of garments getting stitched • Quality the fabric • Variety of design and colors with feel & finish • Offerings in tune with market demand. The sampling unit is decide to cover maximum city through online(Ahmadabad. The size of the sample is dependent on the city. showrooms or shopping malls. This includes advertising & marketing. Page | 55 .

If customers aware about the product and also purchase the DIGJAM product regularly. This is mention in questionnaire Q. we can ask them about our loop holes and defect that what are the reasons of why we do not live up to the expectations of customers.7. Page | 56 . And 28% of people were not aware about the customer. If customers are not aware about DIGJAM product. so we can get some information regarding requirement and what are their expectations from the company.8 DATA ANALYSIS & INTERPRETATION Q.-1 Customer Detail. Is there any product promotion problem or adv.-2 Are you aware about DIGJAM product? The main purpose of asking this question is that to know how much percent of people at least know about DIGJAM product. So we can ask them next question related to DIGJAM product and its services . problem? Through the help of end users we can reach the final decision. Although 72% of people were aware about the customers.

Yes No Total Percentage 65 72 25 28 90 100 Page | 57 .Freq.

e. Besides these. along with exposure and education are making children and young adults increasingly participating in purchase decision and are becoming brand conscious with strong brand preference. As for example: women are considered to be more influencers an ( I deeply interested in people. pushing him to purchase a specific brand/quality. Moreover sometimes advertisements and retailers also influence the customer to purchase the product as e.-3 Who influences your decision to buy clothes? The purpose of asking. there can be several other influences as well. the survey shows that about the customer’s nature Page | 58 . either any friend/colleague or family members who can judge better the customer on his overall look/personality. Influence plays a very vital role in affecting the preference and choice of people . As it is often seen. this question was to know that with whose influences customers purchase the fabric.g. rather than solely on the product. during purchase of fabric most of the purchasers are influenced by their wellknown and in the form of peer pressure i. Moreover. Or it may be possible that the retailers influence customer. Therefore companies who market to them by focusing on these aspects. family and community) involvement .Q. In case of fabric purchase. the company should never allow their sales associates to talk down to them. are far more likely to capture their attention. shown in the advertisement is in demand. any design/shade. Better quality life.

Advertisement Friend Family Member Retailer Other Total Percentage 14 16 39 43 34 2 1 90 38 2 1 100 - Company should have to concentrate on final customer . Page | 59 .Freq. therefore they should give more advertisement on news paper and local media .

-4 which of the given garments you like to get stitched? This question was asked to enquire which of the garments the customers like to get stitched . the company should produce more fabric usable for trousers &shirt purpose. fashion and preferences of the customers are changing. The company can too by-furcated or expand its activities by not just providing the customers the best quality fabric at cheaper rate but by entering into READY-TO-WEAR segment and providing it in cost effective way to the customer Page | 60 . to readymade garments is mainly due to heavy stitching charges. above result shows that a large proportion of the population have shifted to READY-TOWEAR segment and affected the scale of fabric a lot. location factor plays an vital role in deciding the taste and fashion of the customer. This shift. it should encourage the young adult male by its advertisements attracting them for the product. 34% people prefer to get trouser stitched 21% people prefer to get shirt stitched 13% people prefer to get 2pcs suit stitched 6% people prefer to get safari stitched Here. In most of the cases. As the taste. However. respondents have marked only one of the option as answer to this question. Moreover. time consuming with uneasy fitting given by the tailors. 26% people prefer to get a blazer stitched. the above analysis may not be right in the truest sense as the. With the result obtained. It was difficult to analyze to the improper responses and understanding of the respondents.Q.

the company should try to manufacture the READYMADE garments by using its integrated manufacturing facility and receive high margins on that.Freq. 2Pcs Suit Safari Blazer Trouser Shirt Total 12 5 23 31 19 90 Percentage 13 6 26 34 21 100 - Therefore. Page | 61 .

where the factory of DIGJAM product is located. One powerful brand. As per survey was conducted in local area of Jamnagar and many more city within the GUJARAT(SURAT .V.Q. about 24%of the people.-5 which of the fabric brands you prefer to buy? As we know that brand image play a vital role in the market. or RAYMOND. or any other. 14% of people give their preference to REID & TAYLOR . strong brand can help companies to extend their offerings into newer product and develop a critical mass. then even if there are some. It was necessary to know in the survey that which brand the customers want to purchase. may work better than ten weak brands. 49% of people give their preference to RAYMOND 10% of people give their preference to OTHER. were in favor of DIGJAM product is located. Brand awareness is high not only in pure retail terms. has to struggle in the market against its price competitiveness with its competitors or the quality of the product. AHMEDABAD. loop holes in the product or in the company’s policy. RAJKOT. whether it’s DIGJAM. it will not affect the market. but also disseminated through media advertising. But company’s having a lower or less brand image. 3 % of people give their preference to OCM. features heavily together with branded merchandise. Page | 62 . The reason behind its not brand image in customer mind is that there are showing very less advertisement on T.VADODRA ). or OCM. or DIGJAM has just 25 outlet whole over the India which very less that he RAYMON is about 600 outlet in all over India . Brand awareness with visibility can be with help of planned advertising activity. most of the preferences. Fashion wears especially for male. or REID & TAYLOR. In this respect DIGJAM conforms to current retail pattern with luxury and premium quality goods featured quite widely in prominent exclusive show rooms. If a product has a good brand image. Besides.

DIGJAM REID & TAYLOR OCM RAYMOND OTHER Total Percentage 21 24 13 3 44 9 90 14 3 49 10 100 Through. Page | 63 .Freq. the company should try to manufacturing the readymade garments by using its integrated manufacturing facility and reap high margins on that.

-6 what is your view on DIGJAM fabric? For a company it’s an important things to know. But the key growth for a company is. whether their product overall view on the market is having a positive impact or a negative one.Q. The view over a product varies with each mid even-person depending upon his likings. in the customer’s viewpoint “LEE” jeans are considered to be a costly one. Whenever customer had been asked about their view on DIGJAM fabric and it observed that Page | 64 . can they be influenced? Customers with higher rates of satisfaction generate significantly higher performance outcomes resulting in higher sales. as compared to other jeans manufacturing company. what conditions govern the increase and decline of satisfaction of a customer? If these can be identified. dis-likings. financial resources available etc. As such e.g. A more satisfied customer is likely to be more co-operative and brand loyal to the company.

EXCELLENT GOOD SATISFACTION NEED IMPROVEMENT POOR Total Percentage 27 8 43 48 22 24 11 7 90 12 8 100 Interpretation: Company should try to give some gift to their customers with which company can achieve maximum customers. Page | 65 .Freq.

There is no compromising in mill. with the help of imported sophisticated machines and with set standards of ISO-9001 gives a best output for its quality. As customer don’t want to compromise on the quality. to give the best output quality of product in the market for the end users of DIGJAM brand. a quality control department is made.-7 how would you perceive the quality of DIGJAM product? Expertise and quality are the two key words that rightfully describe the company and its work. if they are getting a standard set of quality product. or if not possible.Q. Page | 66 . quality is concerned with. with the procedures as Laid down in ISO9001. as far as. either it is less or more. Some observation is also made that customers are ready to spent a little more. which. They want a return whatever they spent. To stand in the market arid to gain faith of the end consumer. it is essential for a company to provide good quality product to the customer at a comparative cheaper price. 14 58 13 1 4 90 Percentage 15 65 15 1 4 100 EXCELLENT GOOD SATISFACTION NEED IMPROVEMENT POOR Total Interpretation: Company should try to manufacture itself. At each and every point of production. a quality control machine is installed. Moreover. which regularly checks the fabric during the process of production. Freq. but within their budget. The company is using latest technology machines. may even out-source but it doesn’t be at the cost of quality of the fabric.

Page | 67 . 2% of people were satisfied with Shawl.-8 At which level. 32% of people were satisfied with Blazer. All product has some satisfactory level which mention in below figure as well as chart . 14% of people were satisfied with Trouser.Q. 14% of people were satisfied with Shirt. you are satisfied with the DIGJAM’s product? The main objective behind this question is to collect information about DIGJAM’S various product. 38% of people were satisfied with Suit.

Differentiation and creativity are the most important hallmark in the modern era. As per the result and market condition it is impossible to satisfy each and every customer and the company is spending a lot on making design and color development. Topics such as “Design as the final differentiator” play an important role for a company. here be it in terms of product. In the survey about 16% of the people were feel excellent 48% of the people were feel good 20% of the people were feel satisfactory 12% of the people were feel need improvement 4% of the people were feeling poor.-9 What are your perception about the various Design & Color of the DIGJAM fabric? Change are a part of life in the growing market change is constant innovation is the key to success and makes business profitable in the long run. The company has to first identify the specific needs and tastes of customers and then making arrangements to provide the desired lines and colors that appeal to the customers. retailers and even from the customers about their needs and requirement and the latest changing trends and fashion. design and colors would need to be upgraded regularly to keep it with the changing requirement of the customers. exports say that the changing design and colors with respect to change in fashion and trend holds the key to profitability. design. But still it can make an improvement in this sector by exploring the market and getting the feed backs from the dealers.Q. As the competition increases in India. Since brand names and traditional advertising do not necessary translate in to sales. Page | 68 . marketing or price.

Freq. EXCELLENT GOOD SATISFACTION NEED IMPROVEMENT POOR Total Percentage 14 16 43 48 18 20 11 4 90 12 4 100 Page | 69 .

But it’s fact that the range factor totally depend upon the income of the customer Here company should not concentrate only on price but they should maintain the quality of the fabric so they can able to attract to customer. The objective of asking this is to get information about the customer expectation .M fabric. And here the factor affecting in purchase the different type of fabric in different range is money means INCOME .-10 Choose the range of DIGJAM product you prefer to buy .Q. 16 34 25 9 6 90 Percentage 18 38 28 10 6 100 Page | 70 . Of Range 150-300 300-475 475-800 800-1300 More than 1300 Total Freq. I n which range they prefer to buy a DIGJA. No. The income profile is also different in today’s India. As per the result we can’t say that there are maximum people who want to purchase fabric at higher price..

Excellent Good Satisfaction Need Improvement Poor Total 9 49 20 9 3 90 Percentage 10 55 22 10 3 100 Page | 71 . Freq. Reid & Taylor etc. As per the research result finds that Rest of the people view is that the price of DIGJAM is average compare to its competitors.-11 How does your view the price-competitiveness of DIGJAM fabric with its competitors? The main objective of asking this question to customer is that want to find out the current market condition of DIGJAM and what kind of image set in customers mind compare to its competitors like Raymond .Q. Company has mass number of customer are in favor of it fabric but still company should maintain their price as well as quality.

The survey also revealed the policy of the company. If company provides good packing with its product so they can easily attract the customers.-12 What do your feel about the packaging of DIGJAM product? Company should maintain its quality as well as have to maintain its product packing for attract to customers. Result is shown in below chart . Excellent Good Satisfaction Need Improvement Poor Total 13 22 24 7 4 70 Percentage 18 32 35 10 5 100 Page | 72 . More than 85% of the people were satisfied with company’s product packaging . Freq.Q.

31 21 28 80 Percentage 39 26 35 100 Therefore. Whether the DIGJAM brand is easily. the company should open make more exclusive show rooms and make more retailers/dealers at such places to provide the customer with a cost effective and operationally efficient location. available to the end user or he has to travel less for purchase of the fabric. As we observed in the research about Exclusive Show Room Digjam retail shops Shopping malls Total Freq. Page | 73 .-13 Where do you prefer to buy DIGJAM fabric? The objective of asking this question was basically to know that from which outlet they want to purchase and what their demand toward company is.Q.

But even if any complaints arises in the fabric and are forwarded to the company. Excellent Good Satisfaction Need Improvement Poor Total 6 22 12 8 2 50 Percentage 12 44 24 16 4 100 Therefore. simply replace the genuine defective item with a fresh one without loosing much of time. company should concentrate on this 20% people who were unsatisfied and also improve their outlet services.Q.-14 How would you evaluate the responses given to you by company/retailers to your complain? This question was asked to customer to get an insight into whether there is any complaint coming up for the product and if ‘YES’ then responses given by the company/retailers is up to mark or not. The company policy is to produce the fabric at the best quality level to ensure no complaints. Page | 74 . The survey also revealed the policy of the company Freq. the company takes it very seriously. They.

The best of the product may not sell if the service offered to the customers is not satisfactory. ir-respective of how much they advertise or bring down price. This may include helping the customer by informing him about the proper care of the fabric. After purchase service is about services rendered after the customer has made the purchase. There are equal chances that a customer may get annoyed with a bad services as with a bad product. word of mouth plays a very vital role. comfortable seating.-15/16 Please states the services given by our retailer’s before/after purchase of our product ? Services are one of the most important parameters to be kept in mind. the customers always enter at the retailer’s place for purchase of product. So that. offering a glass full of water. the customer become cool-minded. Before purchase service includes a warm welcome by the retailer to the customer. snacks. a similar price for a similar product that he or she would have purchased from any other store. The key differentiator to brand choice is pre sales and post sales service experienced. feels comfortable and fully concentrates oil purchase of fabric. where earlier also lie had got full satisfaction regarding the services rendered by the retailer or lie may be a referral client as well Page | 75 . offer unique services to the customers. Since. proper billing listening to any complaint or suggestions of the customers etc. fight for parking and then enter into a store and pay. friendly environment (if possible ). washing instructions. once the product is sold. offering cold drinks. helping him to choose the right fabric etc. The reason behind dis-satisfaction was mainly due to the pact that not all the dealers/retailers do an extra expense on the end-users. until retailer do not pull up their socks. At this point. It is not surprising to see that 80% of the people were satisfied by the retailer before and after purchasing the product .Q. one might wonder. giving home delivery service. tea. coffee or providing good packaging to the product. good service experience will be essential for brands to survive. These services are offered to attract the customer to re-visit the retailer’s place again. why would a customer especially drive to a shop. Moreover. These findings were made in the survey too. it will be hard for them to attract the customers. The retailer is. bidding him a proper good buy.

Freq. Excellent Good Satisfaction Need Improvement Poor Total Percentage 6 12 21 43 13 27 8 1 50 16 2 100 Page | 76 .

Q.-17 The distance of our digjam show room and retailer from your place? The purpose of asking this question was basically to know that whether the DIGJAM brand is easily, available to the end user or he has to travel a long distance for purchase of the fabric. As we observed in the survey about 20% of the customers come from the area of 3 kms . to purchase the fabric from the retailers counter’s counter and 22% of customer comes on an average from 1,2and 4 kms. and 40% of the customers were from more than 4 kms. This can be analyzed in two ways firstly, it can be seen as a strength for the company that it is able to attract its customers not only in local areas but from far areas too. But still on an average 17% of the customer were from the near or adaptive places. This shows tile brand loyalty mid brand image which the company has in the customer’s mind. Therefore, the company should open their exclusive show rooms and make more retailer/dealers at such places to provide the customer with a cost effective and operationally efficient location. The distribution of distance of DIGJAM retail outlet /showroom from customer’s place is shown above. But this data itself is not sufficient to make any decision. We also need to know as to how much distance a customer is willing in order to make a fabric/garment purchase. This Questionnaire assumes that a distance of 4km and above is ‘FAR’ for customer. In place like metropolitan cities, customers are willing to move to distances of around 20 km . in order to get good quality/reasonable prices/good brands, etc.

Page | 77

Freq. Very Near Near Average Far Very Far Total 3 13 20 16 38 90

Percentage 3 15 22 18 42 100

Page | 78

Q.-18 Rank the media you are in touch with (maximum to minimum) The purpose of asking this question was to know the media habits of the end user so that accordingly the advertising plan can be prepared by the company. Brand awareness and visibility can be achieved with the help of planned advertising activity.

This means that we should adequate presence on television, newspaper and magazines. Again the limitation was that if the survey was conducted in any other metropolitan city, the result might very a lot.
Freq. T.V. News Paper & Magazine Radio Internet Other Total 43 25 11 6 5 90 Percentage 48 28 12 6 6 100

Page | 79

62% of the people were un-satisfied with adv. With the question being asked about the television ads of DIGJAM fabric. well that would neither solve the purpose. drawing up a marketing strategy. mostly companies aim to give their ads at national level. Page | 80 .V. advertisement of DIGJAM fabric? All your efforts of choosing the right advertising medium. the brand image of the company also builds up with more advertisement. without good advertisement policy it is not easy task to catch up the customers and influence or attract them to buy the product. Imaging seeing a big carving of your favorite dessert from a very far off distance or seeing huge ducks on a building! Stunningly huge graphics would no doubt stand out from the other advertisements. In a market that is bursting at its seams with posters. So. on television. As in television. if your product does not cut through the marketing din and stand out. the right vendors to promote your product. Moreover. if you think of putting up huge billboards. the reach ability of the company towards its customers is at a higher side.-19 What do you feel about the T. on television and rest 38% of the people were satisfied with adv. banners. visibility is a tough battle to be won. tying up with the local store. But at the same time. advertisement is shown at the national level. would prove to be useless. nor are they worth the hassles they bring with them.Q. A battle won over visibility is wining half the battle in marketing your product. As in modern era. signs etc. a large number of sample populations were un-satisfied with the advertisement of DIGJAM in television channels.

Excellent Good Satisfaction Need Improvement Poor Total Percentage 4 4 9 10 3 3 32 42 90 36 47 100 Page | 81 .Freq.

it gradually increase its area . so regional level ads on newspapers. Page | 82 . magazines or local channel should be preferred. as the company had some financial constraints. the company should give some extra advertisement to regain its market position at least at the regional level.-20 What do you feel about the magazine & news paper? Giving advertisement at local area is an important source of generating revenue and sales for any its image at national level. The result of the survey shows that about 78% people were satisfied & 22% people were unsatisfied. As once the brand name becomes famous in local area. Moreover.Q. Therefore. This question asked to get the view of the customer regarding the magazine and news paper advertisement of DIGJAM fabric.

Freq. Excellent Good Satisfaction Need Improvement Poor Total 2 11 13 31 33 90 Percentage 3 12 14 34 37 100 Page | 83 .

Need More Improvement In Marketing.Readymade Garments . .Jacket . Readymade Cloth .Readymade Fancy Jacket.I Want Readymade Formal Garments.Mfg. A Ready To Wear Cloth . So Customer Can Aware About Your Product .Customer expectation from DIGJAM . . .Mfg.Make More Adv. .Only Readymade Shirt.Ladies Wear In Domestic Market Page | 84 .More Bridal Collection .Readymade Shirt .Quality Oriented ..Readymade Trouser ..At Low Price Middle Class People Afforded It.Readymade Garments .... .

The main thing in the customers mind is that company manufactures only woolen fabric. price with feel and finish. Lack of innovative idea regarding new application of product. Page | 85 .9 FINDINGS Findings during the survey were: At present company’s more emphasis is on the export business.7. fabric regarding its quality. Lack of promotional activities at national as well as in regional level. A sales promotional scheme floated by the company is not impressive. Main complaints in P.V. which is adversely affecting its domestic market.

• DIGJAM should go into the fashion shows because fashion show serves as an interesting way to showcase your products and seasons offering to your customers. company should prefer advertising through niche magazines. • Company should direct its attention on the shop-in-shop retail format for greater market penetration.SUGGESTIONS • DIGJAM should go into the fashion shows because fashion shows serves as an interesting way to showcase your products and seasons offering to your customer. • Company should improve its promotional activities • Company should aim and try to hit the right mark with teenagers too • It should also step into new segments like readymade garments. shawl and blankets. cotton fabric. Page | 86 . • To create awareness in areas of north an east. • Company should strategically locate its outlet in different areas.

WEB REFERENCES www. Keller Kevin Lane.BIBLIOGRAPHY / WEBOGRAPHY BOOK REFERENCES  By Kotler Marketing Management (13TH Edition) .com Page | 87 .infinite.pressganey. http://pages. Schindler Pamela S..cssp.Pearson Education http://www. Ltd.  By Cooper Donald Tata-McGraw Hill Publishing Co. Koshy Abraham. Zha Mithileshwar ..html www. Business Research Method (9th Edition).digjam.

OCM d. Retailers 3. Poor c. Family Members d. Who influences your decision to buy clothes ? a. Excellent Improvement b. What is your view on DIGJAM fabric ? a. No 2. How would your perceive the quality of DIGJAM products ? a. Others. Adv.CHAPTER-9-ANNEXURE DIGJAM LIMITED. c. DIGJAM Raymond b. Blazer d. Are you aware about DIGJAM product? a. b. Others ________. 2Pcs Suit Trouser b. Good e. Good e. e. 4. Reid &Taylor e. 5. Friends c. JAMNAGAR {Customer Questionnaire} 1. satisfactory d. Shirt c. Need 6. Safari e. Poor c. satisfactory d. Excellent Improvement b. Yes b. Need Page | 88 . Which of the following fabric brands you prefer to buy ? a. Which of the given garments you like to get stitched ? a.

Good e. satisfactory d. What do your feel about the packaging of DIGJAM products ? a. Need 13. Choose the Range of DIGJAM products you prefer to buy. Poor c./Retailers to your Complain? a. More than 1300 9.800 d. Need 10. Exclusive Show Room Shopping Malls b. Good e. How would you evaluate the responses given to you by Co. What are your perception about the various design & colors of the DIGJAM fabric ? a. a.7. 800 . 12. Poor c. 150 -300 b. Poor c. DIGJAM Retails Shops b. Good e. Please state the services given by our retailers before purchasing our products.1300 e. Poor c. satisfactory d. Poor c. Need 11. Need Page | 89 . 475 . satisfactory d. Good e. Excellent Improvement b. Where do you prefer to buy DIGJAM fabric ? a. Excellent Improvement b. a. Excellent Improvement b. satisfactory d. Need 8. Excellent b. Excellent Improvement b. How do your view the P rice-Com petitiveness of DIGJAM fabric with its competitors? a. Good Improvement e. satisfactory d. 300 – 475 c.

near Far e. a. a. Adv. What do you feel about the T. Radio d. Rank Assign alphabets as per rank 1 b. Good c. satisfactory d. Need 15. c. Rank the MEDIA you are in touch with. Very near b. Excellent Improvement e. Poor b. Excellent Improvement e. Good c.V. satisfactory d. satisfactory d. Internet e. What do you feel about the M agazine and N ew spaper Adv. Poor b. (Maximum to Minimum) a. T. Magazines and Newspapers Others_________. of DIGJAM fabric ? a. Excellent Improvement e. Good c. of DIGJAM fabric? a. Very Far (1 KM) (2 KM) (3 KM) (More then 4 KM) c. 16. Need 18. 2 3 4 5 17. Need Page | 90 . Poor b.14.V. Adaptive (4 KM) d. Please state the services given by our retailers after purchase of our products. The distance of our DIGJAM Show Room and Retailer from your place.

Suggestions:_________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ ________________________________________________________ _______________________________________________________ 20. What is your expectation from DIGJAM? Which type of product you want from DIGJAM? _________________________________________________________________ ______ _________________________________________________________________ ______ _________________________________________________________________ ______ Consumer Details: Name: ______________________________________________________________________ Occupation: _____________________. Marital Status: ___________________ Annual Income: __________________ City: ___________________________ Page | 91 . Age: ________________________ yrs.19.

Unsatisfactory-1) KNOWLEDGE/ SKILLS/ATTRIBUTES RATING/SCORES IMMD. HOD 1.EXAMPLE PERFORMANCE APPRAISAL FORM DIGJAM LIMITED (DIGJAM WOOLLEN MILLS) Confidential Performance & Competency Assessment: 2006 Name : Designation : Date of Joining : Department : Qualification : Please rate the employee on a scale of 1-5 on the following parameters: Scale of rating: (Excellent-5. A) ATTITUDE • • • • Regularity in attendance Punctuality Desire to learn Attitude towards work B) RELEVANT PROFESSIONAL KNOWLEDGE • Professional Qualification for the • Relevant experience on the job C) CONCEPTUAL SKILLS • Ability to analyzer & use data • Recognizing problem / improvement Areas • Suggesting solutions on above D) FUNCTIONAL SKILLS • Setting priorities for work • Target orientation • Timely delivery of job E) INTERPERSONAL SKILLS • Ability to get along with juniors • Ability to get along with peers • Effective listening F) LEADERSHIP SKILLS • Ability to plan.SUP. Good-3. Organize & control • Assertiveness • Ability to articulate & motivate • Ability to take decisions Page | 92 . Very good-4. Average-2.

Total scores by immediate superior: Total scores by HOD: Unit Head: Date: Page | 93 .SUP. Please list down a few specific areas if any where employee needs improvement: 5. Please list down a few strengths of the employee: 4. Any suggestion on methodology for brining in improvement in the areas listed at (4) above. HOD 2. job rotation etc. e.G) POTENTIAL ASSESSMENT • Ability to further improve in current job level • Ability to take additional / higher responsibilities at same level • Ability to take up a cross –functional rule • Level of Ambition IMMD.g. Please describe briefly any significant contribution / achievement on the job during last one year: 3. any specific need based tailor-made training.