GTU’s Enrollment No: 97690592104

A PROJECT REPORT ON
“A STUDY ON CUSTOMER SATISFACTION OF DIGJAM FABRIC” At
It’s who you are

DIGJAM LIMITED, JAMNAGAR
Submitted By:

PIYUSH K. PARMAR (Roll no: A-38)
MBA PROGRAMME 2009-2011 (SEMESTER II)

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

MASTER OF BUSINESS ADMINISTRATION SHRI JAIRAMBHAI PATEL INSTITUTE OF BUSINESS MANAGEMENT AND COMPUTER APPLICATIONS (NICM-MBA)

Submitted to

GUJARAT TECHNOLOGICAL UNIVERSITY, AHMEDABAD.

Declaration
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

PARMAR PIYUSH KISHORBHAI

i

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: www.nicm.org.in E mail: director_mbanicm@yahoo.com

CERTIFICATE
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)

iii

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

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

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

DEPARTMENT 2.5 TYPES OF PACKAGING 3.4 ADVERTISEMENT 3.TABLE OF CONTENTS TITLE DECLARATION CERTIFICATE FROM THE ORGANIZATION CERTIFICATE FROM THE COLLEGE PREFACE ACKNOLEDGEMENT EXCUTIVE SUMMARY CHAPTER-1-PRODUCTION DEPARTMENT 1.R.4 TRAINING & DEVELOPMENT 2.2 MARKETING CHANNEL/DISTRIBUTION CHANNEL 3.3 PRODUCTION PLANNING & CONTROL 1.2 RECRUITMENT & SELECTION 2.2 SOURCES OF FUND CHAPTER-5-FUTURE PLAN CHAPTER-6-SWOT ANALYSIS PAGE NO.1 INTRODUCTION 1.1 INTRODUCTION 2.1 INTRODUCTION 3.2 RAW MATERIAL 1.3 OBJECTIVE 7.7 TRADE UNION 2.4 PRODUCTION PROCESS 1.6 WAGES AND SALARY 2.2 INTRODUCTION 7.5 TRANSFER 2.1 INTRODUCTION 4.4 LIMITATION .1 LITERATURE REVIEW 7.5 QUALITY CONTROL CHAPTER-2-H.3 INDUCTION 2.6 RANKING OF MEDIA THE UNIT IS IN TOUCH WITH CHAPTER-4-FINANCE DEPARTMENT 4.8 PERFORMANCE APPRAISAL CHAPTER-3-MARKETING DEPARTMENT 3. I II III IV V VI 1 2 4 5 6 13 14 15 16 19 20 21 22 23 24 25 26 27 29 30 33 37 38 39 40 41 43 45 46 51 52 53 CHAPTER-7-RESEARCH METHODOLOGY 7.3 MOTIVATING CHANNEL PARTNER 3.

TITLE PAGE NO.84 . 1 2 INFLUENCE OF MEDIA ON UNIT DATA ANALYSIS TABLE 39 57.6 DATA ANALYSIS 7.9 FINDING 7. 1 2 3 4 5 6 7 8 9 PRODUCTION PROCESS GREY COMBING SPINNING WEAVING FINISHING CONSUMER MARKETING CHANNELS MULTI CHANNEL DISTRIBUTION OF DIGJAM FORMS OF ADVERTISEMENT DATA ANALYSIS CHART 6 7 9 10 11 29 30 38 57-84 LIST OF TABLES TABLE NO.BIBLIOGRAPHY CHAPTER-9-ANNEXURE 54 54 55 56 85 86 87 88 LIST OF FIGURES FIGURE NO.7 RESEARCH METHOD 7.5 DATA COLLECTION 7. 1 2 LAUNCHING OF DIGJAM’S WINTER COLLECTION WOOL 3 4 LIST OF CHARTS CHART NO.8 DATA ANALYSIS & INTERPRETATION 7. TITLE PAGE NO.10 SUGGESTION CHAPTER-8.7. TITLE PAGE NO.

CHAPTER-1 PRODUCTION DEPARTMENT Page | 1 .

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

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

Polyester is a product of crude oil (artificial fiber). Polyester is also used as a raw material. Mink hair is very costly it costs 2 to 3 lacks per meter.2 RAW MATERIALS Woolen fabrics:These are made out of wool.5 micron 17. Not only the sheep hair but also some amount of rabbit hair. basically hair of sheep. therefore all these types of raw material is used in very small quantity. Types of wools:• • • • 22.5 micron Figure 2 Figure 2 Figures 2 Page | 4 . New Zealand and some parts of South Africa. Wool is a natural product.5 micron 18. hangora wool and mink (a bird of South Pole) hair is used as a raw material along with sheep hair.5 micron 19. camel hair. The sheep which they use is MARINO SHEEP from Australia.1.

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.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.

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

Production process

GREY COMBING

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

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

DYEING AND BACK WASHING
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.

RECOMBING
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

Chart 4: Process of Weaving Page | 10 . 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.

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

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

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

CHAPTER 2 HUMAN RESOURCE DEPARTMENT Page | 14 .

etc. Factors such as funds.2. 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. So the all activities which are done by the Digjam Limited are stated below. It is the art of getting things done through other people. Page | 15 . In DIGJAM Limited. He is treated as resources contributed towards the overall objectives of the organization.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. 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. machineries. nothing will work if an organization doesn’t have sufficient manpower and suitable managerial personnel system and practices. Manpower is the most important resource among all the resources. developed ton the fullest extent and human resource development is the foundation of this philosophy. And the all the activities of HRM is done by Personnel Management. technological advancement. that are required in order to run an organization. In Human Resource Management there is an emphasis on the developmental aspects of human being. It is strongly believed in this approach and philosophy that the collaborative and participative efforts of human resources are to be nurtured.

organizations and control system would not do much good. promotion and advertisement etc. Internal sources:Internal sources are the most obvious sources.” 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. As Yoder point out. 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. so the training cost will be minimized o It is less costly than going outside to recruit Page | 16 . even the best plans. This includes personnel already on the pay-roll of the organization. “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.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. Sources for the recruitment for DIGJAM are as follows: • • Internal Sources External Sources 1. now we discuss the sources of recruitment.2.

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

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

Page | 19 . which helps to make employee feel at home and reduces the initial nervousness on his part. follow workers.2. 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. leave rules. canteen and other facilities.3 INDUCTION: Induction mainly implies familiar introduction of new employee with the work. work culture. superiors and organizations. rest periods To develop a feeling of belongings & loyalty to the organization. DIGJAM has systematic induction program. To give all the necessary information to employee about location of workrooms.

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

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

A person who gets the wages is called “Blue collar worker. they are paying to the workers at the 10th date of month. The maximum general advance will be Rs. Page | 22 . In case of staff category the employee’s gets consolidate salary on monthly calculated basis the pay scale starts from 7000 gross salary. There is attendance system and after totaling the attendance of workers. while salary normally refers to the clerical administration & professional employees. In production wages usually refers to the contribution to production.” 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. 6 WAGES & SALARIES: The wage is remuneration paid for the service of labor.2.450 each.

It works for employee’s welfare. According to G.2.7 TRADE UNION: Trade union is one of the associations of employees. Trade union is an association of workers which protects and maintains employee’s interest. In DIGJAM there are more than 1300 employees in the organization. All the trade union helps in the development of the unit Page | 23 . In DIGJAM are having three labor trade unions. “Worker is a flower and trade union is a garland”. in which there are 1061 workers. 277 staff and 53 sub staff is included. Ramanagan. 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.

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

CHAPTER 3 MARKETING DEPARTMENT Page | 25 .

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

they are part of every channel. Instead. 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.2 MARKETING CHANNELS / DISTRIBUTION CHANNELS Few producers sell their goods directly to the final users. NUMBER OF CHANNEL LEVELS: Companies can design their distribution channels to make products and services available to the customer in different ways.Consumer Marketing Channels Page | 27 . Producer Producer Producer Wholesaler Retailer Retailer Consumer Consumer Consumer Chart 6 . 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. Because the producer and the final consumer both perform some work. most use intermediaries to bring their products to market.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. 2) WHOLESALERS:. Page | 28 .DIGJAM has 1600 to 2000 distributors spread all over India. iii.Multichannel Distribution of Digjam 1) SELLING REPRESENTATIVES: .They get the following benefits: i. There are many selling representatives who work as agents on the basis of commission which is based on the turnover achieved by them. Turnover incentive Early Bird Incentive Free Of Interest (FOI 3) DIRECT SHOWROOMS: .e. 1) RETAILERS: .There are about 27 direct showroom of DIGJAM spread all over India and get the benefit of Free of Interest (FOI). on the rate of selling. 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 . ii.

They practice strong Partner Relationship Management (PRM) to forge long-term partnerships with channel members.3. Most companies see their intermediaries as first – line customers and partners. 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. DIGJAM LIMITED motivates its customers by providing them gifts and discounts etc.3 MOTIVATING THE CHANNEL PARTNERS Once selected. The company must sell not only through the intermediaries but to and with them. Many companies are now installing integrated high-tech partner relationship management systems to coordinate their whole – channel marketing efforts. manage. 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 . motivate. In managing its channels. companies can now use PRM software to help recruit. organize. channel members must be continuously managed and motivated to do their best. This creates a marketing system that needs of both the company and its marketing partners. and evaluate relationships with channel partners. train.

“Aaj Tak”. Advertising thus means spreading of information. The ad punch line “FABRIC FOR Page | 30 . Every year around 15 crore of rupees is spent on various types of advertisements. 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 communicates about the firm which manufactures the product. goods or services by an identified sponsor.” DIGJAM believes in planned and controlled ads. it decides on the advertising to be undertaken by the company and supervises the functioning of the advertising agency.3. India Today and Business India.4 ADVERTISEMENTS Advertisement is nothing but a paid form a non – personal presentation or promotion of ideas. It ensures the premium image of DIGJAM brand is upheld in the market place for this. According to Richard Buskirk: “Advertising is a paid form of non – personal presentation of ideas goods or services by an identified sponsor. The company’s ad agency is RADIANT and it is ranked 4th in the country ad agency rating list. Some of the print media through which the company makes advertisement of the product are Outlook. DIGJAM advertises its product on various channels mainly in news channel viz.

A back drop of DIGJAM brand was used in the highly successful movie. 30 crore. The Raymond at present rank in the market as far as the sales and advertisement is concern. DIGJAM’s main competitor is Raymond. Page | 31 .THE GREAT SUIT” has proved to be more effective. 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. Back drop in movie “KABHI KHUSHI KABHI GUM”. exhibitions and showroom. Advertisement is given through various ads media like postal electric sign and electric display. DIGJAM has the market share of 12% in the total market of woolen fabrics. The other media through which the company communicates its exclusive message to the customer are window display. 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. The lifestyle. The company targets its ads on the younger and most successful person. The total advertisement cost was Rs. OUTDOOR MEDIA: Generally company contributes 50% advertising expense rendered by local agents. 25 lacks in the said production cost of Rs. 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. One of such different initiatives taken by the department in the recent past is discussed below.

ADVERTISING CAMPAIGN HORDINGS Page | 32 .

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. Packing A In packing A. Packing B Page | 33 . 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.

at a sales man level and in real life also. At an official level.In the packing B. 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. This bag is very attractive and its wait is very light and there are no government restrictions on this bag. And wait is light and attractive. a lather travel begs is given with product and in this bag you can use at different place. Page | 34 . Packing D In the packing D a paper bag which can be disposable also.

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

Low cost effective promotions done by the department for e. sponsorship of different prizes at as disco night in a five star hotel. Baroda. Bikaner. and Ahmedabad etc. Digjam suit lengths were distributed as prizes.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. Bhopal. Pune. 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. Page | 36 .g.. It advertises in Cinemas and Multiplexes only in Metros.

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 .. 5% are in favor of internet while the rest 2% are influenced by other means. ranked second to the newspaper and magazine i.e. 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.3.

CHAPTER 4 FINANCE DEPARTMENT Page | 38 .

The scope of financial management provides an overview of important decision making areas relating to the financial operations of a firm. The basic objective of this department is t handle the finance as well as to maintain records of finance. Common size financial statements. Page | 39 . Finance function assumes an important role in the business system and it should be given equal importance as to production and marketing function. 4. 2. Finance is as important as brain in human body. Financial statements are indicators of the two significant factors:i. The bank related employees working under the finance manager who handle the matters and also fund management related matters.” Financial management refers to the planning & control of financing decisions so as to ensure proper acquisition. 3. Profitability and Financial soundness Analysis of financial statement therefore.”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. Finance manager who works under the direct control of company executives who handle the finance department.4. 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. ii. → Tools of financial Analysis :1. According to phillipatus. Ratio Analysis. Comparative Financial statements. allocation and maximum utilization of financial resources.1 INTRODUCTION Finance department is the heart of any organization. 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.

they use both types of sources for meet their different future requirements. the financial condition prevent in the economy and the risk profile of both viz. the leverage planned by the company. Page | 40 . the company as well as the industry in which the company operates. 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. diversification and modernization and rehabilitation scheme is ascertaining the cost of project and the means of finance. Each and every source of finance of funds has some advantages as well as disadvantages. In DIGJAM.4.2 SOURCES OF FUND: One of the most important considerations for an entrepreneur of company in implementing a new project or undertaking expansion. The selection of fund source is dependent on the financial strategy pursued by the company..

CHAPTER 5 FUTURE PLANS Page | 41 .

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. run by franchisees and dealers. At Digjam Limited.FUTURE PLANS The global trend in textiles is shifting to ready-to-wear (RTW). Page | 42 .

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

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

CHAPTER 7 RESEARCH METHODOLOGY Page | 45 .

• Responsiveness of service: The willingness or readiness of staffs to provide service and the degree to which the staff react promptly to the customer. From a literature review. 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. completeness. and professionalism of service were identified as the five critical factors affecting customer satisfaction in parcel delivery industry. UPS. • Completeness of service: The degree to which the total job is finished.S.edu Abstract: Parcel delivery companies (e. responsiveness.D. were used. A model of customer satisfaction in parcel delivery service was developed.. availability. US Postal Service. reliability.S. GA 31705 U.7.1 LITERATURE REVIEW Literature Review on Customer Satisfaction: Author: Bingguang Li. 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. Phone: (229) 430-4779 Fax: (229) 430-5119 Email: bli@asurams. Ph.A. Parcels are delivered to the right receivers without damage within the promised time. and FedEx) are significant parts of modern transportation systems. Written questionnaire responses from university academic departments across the U. • 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 . • Reliability of service: Consistency of performance and dependability. The questionnaire gathered data on the characteristics of each factor and determined the ranking of importance of factors.g. Assistant Professor of Operations and Information Management College of Business Albany State University Albany.

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

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

b2binternational. Page | 49 . 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. 3 Think through the issues that need to be addressed and list them out.Literature Review on Customer Satisfaction: Author : A White Paper. where low absolute scores are and low scores relatives to the competitive. by Paul Hague and Nick Hague of B2B International Website : www. 2 Look at the customer satisfaction data to see. 7 Company should provide good quality of product.com Recommendation: 1 Pay attention to those issue that is important to customer.

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

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

3. To know the problems of customer. To study the customers psychology regarding the company. To identify the market forces that influences the customer decision in buying the product. SECONDARY: 1. market size and industrial scenario. 4. with respect of brand usage. 5. 2. To know the market share of the company.7. To get an overview of the customer about the quality and sales promotion activities of the company. 2. To get an insight about what the customer feels about the company policy.3 Objective of study PRIMARY: 1. To gain knowledge about the market of DIGJAM fabric. Page | 52 .

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

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. view on overall quality and price competitiveness.6 DATA ANALYSIS In order to do the work properly. After the initial study. For this purpose a extensive study was initially done about the product and the production process.5 DATA COLLECTION As a tool a well-structured questionnaire was used. 7.7. the respondent attention toward buying the DIGJAM to assess the customer knowledge about the organization. view on overall quality and price competitiveness. Marketing research was done to assess the customer knowledge about the organization. the advertising media to which the customers are in touch with the problems they are facing with the product. Page | 54 . 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 survey was started in order to get the questionnaire filled by them. the advertising media to which the customers are in touch with and the problems they are facing with the product. a insight about the product. which are its plus point and which can really help in future. They also point the aspect in which the organization is lacking and need to improvise upon as well as the aspect. about the production process was necessary. These were used for collecting the responses from the respondent. about the organization. The data collected through questionnaire was tabulated and analyzed to study.

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

Although 72% of people were aware about the customers. So we can ask them next question related to DIGJAM product and its services . And 28% of people were not aware about the customer. 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.-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. problem? Through the help of end users we can reach the final decision. If customers are not aware about DIGJAM product.7. Page | 56 .-1 Customer Detail. so we can get some information regarding requirement and what are their expectations from the company. Is there any product promotion problem or adv. This is mention in questionnaire Q.8 DATA ANALYSIS & INTERPRETATION Q. If customers aware about the product and also purchase the DIGJAM product regularly.

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

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

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 . therefore they should give more advertisement on news paper and local media . Page | 59 .Freq.

time consuming with uneasy fitting given by the tailors. As the taste. 26% people prefer to get a blazer stitched. above result shows that a large proportion of the population have shifted to READY-TOWEAR segment and affected the scale of fabric a lot.Q. the company should produce more fabric usable for trousers &shirt purpose. location factor plays an vital role in deciding the taste and fashion of the customer. However. This shift. In most of the cases. 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 . 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. Moreover. the above analysis may not be right in the truest sense as the. fashion and preferences of the customers are changing. it should encourage the young adult male by its advertisements attracting them for the product. respondents have marked only one of the option as answer to this question. It was difficult to analyze to the improper responses and understanding of the respondents. With the result obtained. to readymade garments is mainly due to heavy stitching charges.-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 .

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

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

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

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

Page | 65 . 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.Freq.

Q. may even out-source but it doesn’t be at the cost of quality of the fabric. either it is less or more. but within their budget. Freq. 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. or if not possible. quality is concerned with. with the help of imported sophisticated machines and with set standards of ISO-9001 gives a best output for its quality. They want a return whatever they spent. a quality control machine is installed. As customer don’t want to compromise on the quality. a quality control department is made. it is essential for a company to provide good quality product to the customer at a comparative cheaper price. Moreover. To stand in the market arid to gain faith of the end consumer. At each and every point of production. Some observation is also made that customers are ready to spent a little more. Page | 66 . if they are getting a standard set of quality product. to give the best output quality of product in the market for the end users of DIGJAM brand. The company is using latest technology machines. with the procedures as Laid down in ISO9001. There is no compromising in mill. which.-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. which regularly checks the fabric during the process of production. as far as.

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

design.Q.-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. here be it in terms of product. Since brand names and traditional advertising do not necessary translate in to sales. design and colors would need to be upgraded regularly to keep it with the changing requirement of the customers. Page | 68 . exports say that the changing design and colors with respect to change in fashion and trend holds the key to profitability. 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. But still it can make an improvement in this sector by exploring the market and getting the feed backs from the dealers. Topics such as “Design as the final differentiator” play an important role for a company. marketing or price. As the competition increases in India. 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. Differentiation and creativity are the most important hallmark in the modern era. retailers and even from the customers about their needs and requirement and the latest changing trends and fashion.

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

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

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 . Reid & Taylor etc. Excellent Good Satisfaction Need Improvement Poor Total 9 49 20 9 3 90 Percentage 10 55 22 10 3 100 Page | 71 . Company has mass number of customer are in favor of it fabric but still company should maintain their price as well as quality.Q. Freq.

Q.-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. Freq. If company provides good packing with its product so they can easily attract the customers. 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 . Result is shown in below chart . The survey also revealed the policy of the company.

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. 31 21 28 80 Percentage 39 26 35 100 Therefore. Page | 73 . Whether the DIGJAM brand is easily. As we observed in the research about Exclusive Show Room Digjam retail shops Shopping malls Total Freq.Q.-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.

the company takes it very seriously. The company policy is to produce the fabric at the best quality level to ensure no complaints.-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. Excellent Good Satisfaction Need Improvement Poor Total 6 22 12 8 2 50 Percentage 12 44 24 16 4 100 Therefore. company should concentrate on this 20% people who were unsatisfied and also improve their outlet services. Page | 74 . They. But even if any complaints arises in the fabric and are forwarded to the company. simply replace the genuine defective item with a fresh one without loosing much of time.Q. The survey also revealed the policy of the company Freq.

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

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

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

As in television. With the question being asked about the television ads of DIGJAM fabric. without good advertisement policy it is not easy task to catch up the customers and influence or attract them to buy the product. the reach ability of the company towards its customers is at a higher side. 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. So. if your product does not cut through the marketing din and stand out. In a market that is bursting at its seams with posters. Moreover. on television. banners. the brand image of the company also builds up with more advertisement. on television and rest 38% of the people were satisfied with adv. if you think of putting up huge billboards. But at the same time. a large number of sample populations were un-satisfied with the advertisement of DIGJAM in television channels. nor are they worth the hassles they bring with them.V.-19 What do you feel about the T. would prove to be useless. mostly companies aim to give their ads at national level. drawing up a marketing strategy. signs etc. well that would neither solve the purpose. visibility is a tough battle to be won. tying up with the local store. Page | 80 . advertisement of DIGJAM fabric? All your efforts of choosing the right advertising medium.Q. A battle won over visibility is wining half the battle in marketing your product. As in modern era. 62% of the people were un-satisfied with adv. advertisement is shown at the national level. the right vendors to promote your product.

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

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

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

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

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

shawl and blankets. • Company should direct its attention on the shop-in-shop retail format for greater market penetration. • Company should strategically locate its outlet in different areas. cotton fabric. Page | 86 . • 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. company should prefer advertising through niche magazines. • 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.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. • To create awareness in areas of north an east.

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

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

Excellent Improvement b. Exclusive Show Room Shopping Malls b. satisfactory d.7. Need 11. satisfactory d. How would you evaluate the responses given to you by Co. Good e. Excellent b. Good Improvement e. satisfactory d. Poor c. Poor c.800 d. What do your feel about the packaging of DIGJAM products ? a. What are your perception about the various design & colors of the DIGJAM fabric ? a. Poor c. 12. Need 8. Poor c. Need 13. satisfactory d. 150 -300 b. Where do you prefer to buy DIGJAM fabric ? a. Good e. satisfactory d. 800 . DIGJAM Retails Shops b. Need Page | 89 ./Retailers to your Complain? a. 300 – 475 c. Please state the services given by our retailers before purchasing our products.1300 e. Need 10. a. Choose the Range of DIGJAM products you prefer to buy. Good e. More than 1300 9. 475 . Excellent Improvement b. How do your view the P rice-Com petitiveness of DIGJAM fabric with its competitors? a. a. Excellent Improvement b. Excellent Improvement b. Good e. Poor c.

Good c. Need Page | 90 .V. Very near b. Rank Assign alphabets as per rank 1 b. Magazines and Newspapers Others_________. a. c. of DIGJAM fabric? a. Poor b. of DIGJAM fabric ? a. Good c. Excellent Improvement e. satisfactory d. Very Far (1 KM) (2 KM) (3 KM) (More then 4 KM) c. Internet e. near Far e. What do you feel about the M agazine and N ew spaper Adv. Radio d. Good c. satisfactory d. The distance of our DIGJAM Show Room and Retailer from your place. T. Please state the services given by our retailers after purchase of our products. What do you feel about the T. Poor b. 2 3 4 5 17. Excellent Improvement e. Poor b. Adaptive (4 KM) d. Need 15. Rank the MEDIA you are in touch with. Excellent Improvement e. satisfactory d. Adv. 16. (Maximum to Minimum) a. Need 18.14. a.V.

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

Unsatisfactory-1) KNOWLEDGE/ SKILLS/ATTRIBUTES RATING/SCORES IMMD.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. HOD 1. Organize & control • Assertiveness • Ability to articulate & motivate • Ability to take decisions Page | 92 . Average-2. Very good-4.SUP. 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. Good-3.

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. HOD 2. Any suggestion on methodology for brining in improvement in the areas listed at (4) above. e.g. Please list down a few specific areas if any where employee needs improvement: 5. Please describe briefly any significant contribution / achievement on the job during last one year: 3. job rotation etc. Please list down a few strengths of the employee: 4.SUP. Total scores by immediate superior: Total scores by HOD: Unit Head: Date: Page | 93 . any specific need based tailor-made training.

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