A SUMMER TRAINING PROJECT REPORT ON

ANALYSIS OF CONSUMER BEHAVIOUR IN

WOOLEN TEXTILE SECTOR

UNDERTAKEN AT

M. L. WOOLEN INDUSTRIES, BIKANER

SUBMITTED TO

MAHARAJA GANGA SINGH UNIVERSITY, BIKANER Submitted in partial fulfillment for the award of degree of BACHELOR OF BUSINESS ADMINISTRATION
(2010-2013) Submitted to: Mr. Sharad Ranga (Lecturer) Submitted by: Gaurav Sharma (BBA IIIrd Year)

Department of Business Administration GOVT. ENGINEERING COLLEGE BIKANER

(An autonomous institute of Govt. of Rajasthan) Karni industrial Area, Pugal Road, Bikaner (Rajasthan) India Phone: (+91) 151-2252919 Email: principal@ecb.ac.in

Web: www.ecb.ac.in

CERTIFICATE OF THE COMPANY

This is to certify that Gaurav Sharma (BBA III Year) of Engineering College Bikaner has joined our esteemed organization as a trainee. He has undergone a Project Training from 15th May 2012 to 30th June 2012. He has done well and completed all the criteria of a Project Training and submitted his project on time. He was well behaved and showed complete professionalism during the Project Training. We wish for his great and successful career.

Mool Chand Rathi (M. L. Woolen Industry, Bikaner)

CERTIFICATE OF THE GUIDE

To, Whosoever it may concern,

This is to certify that Mr. Gaurav Sharma (BBA III Year) of Engineering College Bikaner had undergone a Summer Training Project from 15th May 2012 to 30th June 2012 under my guidance. I am satisfied with his performance, sincerity and professional attitude towards the training. I wish for his great and successful career.

Sharad Ranga, (Guide & Lecturer) Engineering College Bikaner

PREFACE
I sincerely believe that the best way to learn something is by learning it through ones own experience. This internship training is a step towards gaining knowledge as well as experience of the real world and putting theory into practice. The present descriptive report is an endeavor to highlight various aspects of ANALYSIS OF
CONSUMER BUYING BEHAVIOUR IN WOOLEN TEXTILE SECTOR. The internship was done at M. L. Woolen Industries. The report is divided into various parts containing details such as introduction of the organization, details of the sector, methodology used, findings & suggestions etc. In the following pages, a comprehensive attempt has been made to present all relevant details.

Gaurav Sharma

ACKNOWLEDGEMENT
To acknowledge each & every individual who helped the fulfillment of the project is not possible for anyone who is preparing a project report. Yet, it becomes the foremost responsibility as well as a part project ethics to acknowledge the role of anyone and everyone, who made the project work possible. In the very same sequence, I would like to thank my parents, who have always helped, encouraged & supported me in all rightful things. I would also like to express my gratitude to my guide Mr. Sharad Ranga (Lecturer, BBA Dept.), & all other faculty members for their constant help & for being available for guidance whenever I needed it. Completion of this project work was not possible without their kind support. Last but not the least, I would like to convey my heartiest acknowledgement & gratitude to Mr. Mool Chand Rathi, the owner of the M. L. Woolen Industry, the Manager Mr. S. K. Rathi and each & every individual associated with the organization for supporting me in all possible ways. Several other people also supported me in my internship. Acknowledging them all separately is not possible, but I am equally thankful to all of them and they are entitled to share my success.

Gaurav Sharma

EXECUTIVE SUMMARY
To get initial success in this field is very difficult. Although the business generation becomes easier with time as they serve more people who then get added up in the loyal clientage. Thus time and service are two most important factors to get in this field. Also the corporate remains a very important segment which gets business in bulk but retail cannot be ignored which makes your business ticking. Customer remains in the pivotal position. The woolen industry is in a process of rapid transformation. Reforms are continuing as part of the overall structural reforms aimed at improving the productivity and efficiency of the economy. The role of an integrated financial as well as logistic infrastructure is to stimulate and sustain economic growth.

CONTENTS
S.NO.
1. 2. 3.

PARTICULARS
INTRODUCTION TO THE INDUSTRY INTRODUCTION TO THE ORGANIZATION RESEARCH MEHODOLOGY

PAGE NO.
8 20 41

3.1 Title of the Study 3.2 Duration of the Project 3.3 Objective of Study 3.4 Sample Size and method of selecting sample 3.5 Scope of Study 3.6 Limitation of Study

4. 5. 6. 6. 7. 8. 9.

ANALYSIS AND INTERPRETATION FACTS AND FINDINGS SWOT ANALYSIS CONCLUSION RECOMMENDATION AND SUGGESTION APPENDIX BIBLIOGRAPHY

46 66 67 68 69 70 73

INTRODUCTION OF INDUSTRY
The manufacturing or technically productive enterprises in a particular field, country, region, or economy viewed collectively, or one of these individually. A single industry is often named after its principal product; for example, the auto industry. For statistical purposes, industries are categorized generally according a uniform classification code such as Standard Industrial Classification (SIC). A classification that refers to a group of companies that are related in terms of their primary business activities. In modern economies, there are dozens of different industry classifications, which are typically grouped into larger categories called sectors. Any general business activity or commercial enterprise that can be isolated from others, such as the tourist industry or the entertainment industry.

WOOL INDUSTRY IN INDIA

Indias name has always been synonymous with its Cotton Textile Industry. It is also having a rich heritage of a thriving Woolen Industry way back from the era of Indian Royalty and Mugal Emperors who have been patrons of Exquisite work of arts, from finely embroidered, breath-taking Jamavar shawls, to pure wool product, garments and carpets. We learned a lot from Middle East and also from other neighboring countries. Artists learnt designs from Middle East and other region.

Today we find rich blends of designs some from persian origin and some from Indian origin. To day it is giving India a proud status for being a leader in carpet industry. Traditionally, home run handlooms and skilled artisans have formed the basic backbone of textile industry in India. Manufacture of fine woolen textile products in India has been forte of artisan skills of handloom weavers right from Kashmir in the north to various manufacturing centers in Rajasthan, Punjab and Uttar Pradesh for centuries. Various Kinds of animal hair obtained from hilly terrain were processed and used to make fine products like shawls, carpets, rugs etc. SHEEP REARING AND WOOL PRODUCTION The government has plans to increase domestic production of raw wool by about one and half times of the present level, i.e., reach an annual production level of around 75 million kg. The productivity per sheep would be increased to about 1.5 kg per sheep per year as against 0.8 kg per sheep per year at present. By the end of Eleventh Five Year Plan period, the export of wool & woolen goods including hand-made carpets is targeted at Rs. 10,000 crores as against Rs. 5,600 crores at present.
8

Further employment generation in wool and allied industries would be of the order of 60 lakh as against 27 to 28 lakh at present. In the Technology Mission, while the focus would be on the best carpet grade wool-producing sheep namely Magra, Chokla, Nalli and Bikaneri (Bhiwari) and the projects will be sanctioned in areas where these varieties of sheep are numerous, the projects for the sheep not producing the wool of this grade continue to be assisted. During the British regime, in second half of the 17th century, large amounts of cotton goods were exported from India on a regular basis. Soon the modern structure of mechanized manufacturing cotton textile industry was followed by the woolen textile industry consecutively. However, the establishment of mechanized mill in woolen sector was relatively late and perhaps the first mill was Lallmil of British India Corporation set up at Kanpur. The modern industry followed the growth of centers like Thane, Mumbai, Jamnagar, Vadodara in West & Dhariwal, Amritsar, Panipat, Ludhiana in the North. In the early stage of development, the production was confined for coarse to medium quality, mostly for many requirements of defense department. Requirement for the fine variety of wool and worsted fabrics were met through imports chiefly from UK.
Post independence, economics policies led to rapid growth of woolen textile manufacture in the organized sector and mushrooming of small to medium sized units all over India producing all kinds of wool products, knitwear, hosiery and woolen blazer fabrics followed by blankets. The middle of 20th century eventually saw imports being virtually stopped and domestic production keeping pace with local demand followed by product innovation and introduction of latest technology for processing of greasy wool from Australia to finished products. Today in this new century the woolen sector of the Indian textile industry has many big brand-names on its horizon. The woolen industry deserves a special mention for creating the concept of brand marketing on the national scale in the textile field. The Wool and Woolen Textiles Industry is a rural based, export oriented industry in which the organized sector, the decentralized sector, and the rural sector complement each other. The industry provides employment to approximately 27 lakh work force in a wide spectrum of wool related activities. The country is the seventh largest producer of wool and contributes 1.8% to total world production.

The production of indigenous raw wool in 2007-08 was 45 mn kg of the total production of raw wool, 5% is apparel grade, 85% carpet grade and 10 % coarse grade. Since the domestic produce is not adequate, the industry is dependent on imported raw material. Wool is the only natural fiber in which the country is deficient.
A small quantity of specialty fiber is obtained from Pashmina goats and Angora rabbits. There are 958 woolen units in the country, the majority of which are in the small scale sector. During the

XITH FIVE YEAR PLAN PERIOD, THE GOVERNMENT IS IMPLEMENTING THE FOLLOWING SCHEMES:

(i) Integrated Wool Improvement & Development Program (IWIDP), (ii) Quality Processing of Wool and (iii) Social Security Scheme. The Schemes are being administered in the major wool producing States by the Central Wool Development Board (CWDB), Jodhpur, through respective State Government Organizations /NGOs, Societies etc.
The woolen industry in India broadly falls under two sectors:

i) Organized Sector: a) Composite mills b) Combing units c) Worsted and non-worsted spinning units d) Machine made carpet manufacturing units ii) Decentralized Sector: a) Hosiery and Knitting b) Power-loom c) Hand-knotted Carpets, Druggets and Namdahs d) Independent Dyeing and Processing Houses The indigenous production of fine quality wool required by the organized mills and the decentralized hosiery sector is very limited; the country depends largely on import, Australia being the major supplier. The New Zealand wool, rich in luster is being imported mainly for carpet sector for blending it with indigenous wool. Similarly, for the shoddy sector, import of pre-mutilated woolen/synthetic rags is also allowed under OGL.

10

RAW MATERIAL TABLE 1.1

YEAR

QUANTITY (In Million Kg.)

(Source: Ministry of Agriculture, Department of Animal Husbandry)

Indigenous wool (Chokhla Wool) is mostly suitable only for carpet manufacturing and Credit goes to Mr. K.C. Bothra, Mr. Tawari and Mr. Sethia, who started use of Chokhla wool for the purpose of carpet making and tried to popularize it. However, its production has remained stagnant at around 50-55 million kg, with no improvement in productivity and quality. In spite of continuous efforts, there has been no success in developing good quality apparel grade wool indigenously. Therefore, instead of wasting further effort and resources in that direction, concerted efforts would be made during the Eleventh Five Year Plan to concentrate on the development of carpet grade wool, with special emphasis on the improvement of the quality and yield through cross breeding.

11

TARGETS FOR CONSUMPTION OF FIBRE AND PRODUCTION OF WOOLEN ITE MS DURING THE ELEVENTH FIVE YEAR PLAN TABLE 1.2

12

CENTRAL WOOL DEVELOPMENT BOARD, JODHPUR & ITS PLANS:

The Central Wool Development Board (CWDB), Jodhpur was constituted by the Government of India in 1987. The Board is supported through grant said, for promoting growth and development of wool and woolens, and it pursues its objectives through various activities market intelligence, improvement of wool and woolens, price stabilization, and quality control. In the Xth Plan, the Board is implementing Integrated Wool Improvement Program (IWIP) for growth and development of wool and woolens in the country. There are two main components of the Program: (I) Improvement of Wool Fiber (II) Quality Processing of wool.
The component Improvement of Wool Fiber has been taken up for improving the quality and quantity of sheep wool and increasing the production of specialty wool from Pashmina goats and Angora rabbits. The Component Quality Processing of Wool involves setting up of Common Facility Centers for Carpet Finishing and Shawl Processing, Technical Consultancy Services, Human Resource Development & Research and Development etc. The Planning Commission and Ministry of Textiles have allocated Rs.35 crores for implementation of Integrated Wool Improvement Program during the Xth Plan period. The Board has utilized Rs. 23.50 cr. Up to December, 2005.During 200506, the Government has approved an Annual Plan outlay of Rs. 590 .00 lakh of the Board (Plan Rs. 500lakhs and Non-Plan Rs. 90 lakhs). India now has an estimated sheep population of more than 45 million, producing around 40million kilograms of raw wool. It is the sixth largest sheep rearing country possessing approximately 4.1 per cent of the worlds sheep population and producing about 1.1 per cent of the worlds wool. The Indian wools are generally known for resilience as carpet wools. Until recently the wools was mostly used for producing coarse varieties of woolen goods like blankets. In recent times efforts were made both in Rajasthan and the Kashmir valley for improvement of the quality of wool by selective cross breeding. Around 20 per cent of the wool is now being used for producing apparel goods. The integrated development and growth of the Wool and Woolen sector can be achieved through the Mission approach i.e. the Technology Mission on Wool (TMW) on lines similar to the Technology Mission on Cotton (TMC), consisting of 4 Mini Missions:

MiniMissionIResearch and Development of a few chosen coarse wool (i.e. carpet grade wool) fiber breeds only.

Implementing Agency: Ministry of Textiles, through Central wool Development Board, Jodhpur.

13

A. Continuation of existing 10th Plan Schemes. Improvement of Wool Fiber. a) b) c) d) e) Setting up of Extention Centres Setting up of Common Facility Centres Health care @Rs.18 per sheep per annum Breed improvement Marketing assistance, product development and research and training Rs.5 crore Rs.6 crore Rs.18 crore Rs.1 crore Rs. 10 crore

Nutritional supplementation which was there in the 10th Plan has not been included. B. New Schemes during the 11th Plan a) Sheep Insurance Scheme Rs.10 crores b) @Rs.25 premium per sheep for 40 lakh sheep expected to be covered during the 11th Plan. Hence, constituting to the sum of Rs. 50 crores. MiniMissionIIProcurement of coarse wool under Minimum Support Price (MSP) operations by Central Government agencies, to instill confidence in the sheep breeders/wool growers. This will ensure remunerative returns and, thereby increase yield. Implementing Agency: Central Government Agency preferably Cotton Corporation of India, to be monitored by the Textiles Commissioner. A revolving fund of Rs. 10 crores to be set up to be utilized for the procurement of raw wool, and its sale. Rs. 5 crores for Market support operations to be undertaken by CCI in order to stabilize wool prices, constituting a total sum of Rs. 15 crores. MiniMissionIIIDevelopment of the decentralized woolen textile industry and the development of the carpet industry.

14

Implementing Agency: Ministry of Textiles through Wool Research Association, Thane, Mumbai; Indian Institute of Carpet Technology, Bhadohi, UP; and the Woolmark Company, Delhi under the aegis of the Textiles Commissioner. Setting up scouring plants Shearing centers and pre-loom facilities (research support, finishing plants etc.) Technology up-gradation of spinning, weaving and processing in the decentralized sector Total MiniMissionIVSupplementing training facilities (HRD) by devising specific curricula and training infrastructure through the involvement of selected institutes, the Wool Research Association and the Indian Institute of Carpet Technology, Bhadohi, UP for the semi skilled and skilled work force, supervisory categories and technical managers. Implementing Agency: Ministry of Textiles through WRA, Thane, Mumbai, Indian Institute of Carpet Technology, Bhadohi, UP, selected academic institutions like Guru Nanak Dev University, Amritsar, VJTI Mumbai, Textiles Engineering Institute, DKTs Society, Ichalkaranji, Maharashtra, under the aegis of Textiles Commissioner and the Central Wool Development Board. Approximately Rs.10 crores may be required for funding courses in Wool Research Association and other Institutes. FUTURE OF WOOLEN INDUSTRY: The future of woolen industry is bright in India and with the development in technology and adoption of new machines by big houses gives an estimation of high turnover of profits. The raw wool import is increasing at high speed because we are not able to generate raw wool in our country but if efforts will be done we will be able to produce much of raw wool in India itself. As we can see from the past, present and estimated trends of woolen industry in exports we are on a progressive rate and to maintain that trend we need to work much harder. The decentralized woolen industry located in various clusters such as Amritsar, Ludhiana, Bikaner & Panipat have some of the problems relating to Fiscal Duty structure and EXIM Policy and also about improvement in quality & growth of various forums & meetings held with individual groups from time to time. The biggest drawback in case of Disorganized Woolen
15

Rs.20 crores. Rs. 20 crores Rs.75 crores Rs. 115 crores

Industry is that unlike the organized sector, the decentralized woolen sector doesnt have anyone body that can represent its different segment and facets. There is a plethora of associations and bodies with insufficient interaction between them. Initiatives taken in concert with one segment do not spread to the others. It is also one of the main reasons that different associations that have emerged in decentralized sector are looking at their own interest rather than working collectively. This is a very big problem and steps are being taken by people to work collectively yet the rate is slow but someday this problem will also be solved because every problem has its solution. WOOL INDUSTRY IN BIKANER
In Bikaner, wool industry was earlier limited only to cattle rearing. However, some entrepreneurs saw an opportunity. They could sense that there is a scope for a great deal of work in this industry. Raw wool used to be exported from Bikaner to regions like Bhadohi (Western UP), Jaipur, and other places. Entrepreneurs like Mr. Kishan Chand Bothra, Mr. Tiwari, and Mr. Sethia took the lead and started wool units where cards were set up for production of wool thread. These cards started converting raw wool to woolen yarn. It was in 1958 that Bikaner Woolen Mills was started by Mr. Kishan Chand Bothra. Mr. Bothra later started BWM International to export carpets He started woolen yarn making unit in Bikaner and carpet development centre in Bikaner and in Bhadohi (UP). Mr. Tiwari and Mr. Sethia also started their businesses at around the same time. Mr. Tiwari started Tiwari Woolen Mills. Mr. Sethia started Bikaner Woolen Press. Thus a new era was started in the wool industry of Bikaner. Soon a number of entrepreneurs saw business opportunity in this industry. Soon we had a massive growth of the cards. Today we have more than 200 cards in Bikaner. 90% wool from Bikaner is absorbed in Bhadohi (Western UP) and nearby areas. Thus huge amount of wool is transported from Bikaner to Bhadohi. We need to develop carpet development centers in Bikaner. Before independence, the central Jail in Bikaner used to produce world class carpets. Those carpets used to be exported. Further, the prisoners used to find a source of employment after their released. The same should be revived. The workers in wool industry need to be provided some additional support from the government. Wool industry of Bikaner needs better infrastructure facilities, the introduction of the Technology Mission on Wool (TMW), and the creation on image building and market development using design consultants from India and overseas, providing capital subsidy of 20 percent of the cost of machinery installed for a SSI unit, undertaking modernization under TUFS, continuing TUFS in general, attracting large FDI by simplifying the multilayered tax structure and moving to a single goods and service tax (GST) system, labour reforms. The entrepreneurs in wool industry need support from the government. There is also a need to develop an apex research and training institute for woolen product technology. There is a need to train workers in carpet weaving and in wool product development. With all these initiatives, wool industry will definitely grow.

Bikaner is in heart of Rajasthan state in India and known for production of very high quality wool and woolen yarns beside world famous Bikaner Sweets and Snacks. Wool trade started in
16

Bikaner app. 100 years back and shepherds were exchanging this golden fiber for food and other daily requirements. But later trade for wool started for money. Generally wool is produced and sold in different cities of Rajasthan but Bikaner wool market is the biggest center for wool transactions where wool of all kind is cleaned, purchased and sold. Some details about wool and woolen industries are as follows: 1. Wool trading in Bikaner Trading of raw wool is approximately 100 years old in Bikaner and it started in old city area of Bikaner and nearby villages. Shepherds from nearby area used to bring raw wool to Bikaner and sold through agents or directly to wool traders. It was a flourishing trade in that area and wool was used for local consumption but later in early fifties wool baling and pressing started here which opened a new gate of international market for traders here. Wool was duly cleaned, sorted and graded in Bikaner and bale pressed for export to UK and later to Russia and other countries. Traders become exporters and came in touch with international wool markets and started using limited means of communication at that time like phones, telegrams and telex etc. Sometime they need to go to Bombay or Delhi to communicate with their buyers as communication was available from these cities only. But it was a great time for Bikaner wool traders as market was growing every day and production of raw wool was increasing. Later started ups and downs of the market but traders faced these changes bravely. At that time wool was cleaned, graded and traded through different shops, godowns and sheds scattered all over the city. Later one separate wool market was developed by Rajasthan govt. and most of the traders shifted to the recognized wool market. 2. Quality of wool available in Bikaner & change in quality Bikaner and surrounding area produced very good quality of chokla and magra wool beside regular qualities of wool ranging from 30 to 38 micron and very much suitable for production of carpet and durries. Beside wool for Bikaner area some very good quality of wool is National Seminar cum workshop on recent R&D Initiatives and Developmental Schemes of wool and woolens coming from Barmer, Jaiselmer, Kolayat. In some area wool quality is equivalent to New Zealand wool or better than some quality of New Zealand wool. 3. Production of Wool in Bikaner & Rajasthan Wool quality is decreasing in most of the parts of Rajasthan due to following reasons: Slaughtering of sheep on a very high scale in India is the main reason for decreasing quality standard of wool. Industry is getting raw wool from the dead animals skin which is called Pulled or Slipe wool. As sheep skins are soaked in chemicals like sodium and salt at least for 3 to 4 days and later wool was pulled from these skins. Because of this process wool fibers becomes week and loose its shining and give a very bad smell. Later this pulled wool is used for blending with other wools and used in carpets.
17

Very less wool grading centers and sheep farms are available in India. Because of which it is not possible to develop new and fine qualities of wool in India. New generation dont want to become shepherd as return is very low by selling wool. They prefer to go to big cities to find out new opportunities of job and business and it is giving a very bad effect on production of wool Decreasing wool quality because of uncertain weather as weather in Bikaner and surrounding areas has changed a lot and uncertain rains during winters specially affecting the whiteness of wool and main reason for vegetable maters in the wool. Also in summers very hot temperature is affecting the colour and fiber length of yellow wool.

4. Spinning Plants in Bikaner After spinning the wool by hand and on wooden spinning wheel for a long period of time wool spinning in Bikaner city in early sixties installed its first spinning plant and from here started a new era of industrialization in Bikaner. Later some more plants came in mid-60s and in later years of 70s spinning became a major industry in Bikaner. Some companies took initiatives and installed wool scouring plants and Semi Worsted Plants for better scouring of Raw Wool and Fine spinning of Woolen yarn. 5. Carpet Industry in Bikaner Weaving of carpet started in Bikaner in Bikaner jail before independence where some very high quality carpets were made and exported overseas also these carpets were very popular in royal families of Rajasthan and other parts of India. Hand knotted carpets were also made in some nearby villages but app. 10 years back some companies started with modern carpets National Seminar cum workshop on recent R&D Initiatives and Developmental Schemes of wool and woolen slike hand tufted, handloom, broadloom and shaggy with their quality wool which is a great success and now few exporters and Industrialists are planning to install some huge machine made carpet plants by importing machines from Europe and USA. They are planning to develop carpets made by artificial fibers like Polyester, Poly Propylene, Rayon and Acrylic beside wool. So in coming few years Bikaner will be a great industrial hub of Rajasthan and India producing all kinds of wool, woolen yarn and carpets. 6. Problems & Some Suggestions for Woolen Industry A). No support from govt. on development of wool grading centers and sheep farms. Because of which there is no improvement in the quality of fiber. State Govt. in wool growing states should take some initiatives to develop wool farms and grading centers to produce cross bread fiber and arrange to supply it to wool and carpet industry for improvement of quality of yarn and carpets. B). No control over slaughtering of sheep for meat and export of live stocks. Meat Exporters and Traders are slaughtering as many sheep as they want to complete their orders. There is no
18

control from any Govt. Authority to check and regularize this slaughtering. Govt. should strictly control the slaughtering of sheep in small towns and slaughter houses of big cities. There should be some limit on slaughtering or it should be stopped for a period of time to improve the situation of sheep population in India. Also export of sheep meat should be banned like Govt. put ban on export of onion, sugar, cotton etc. Also there should be a complete ban on slaughtering of sheep kids as they were slaughtered before they go to increase their population and produced quality wool. C). Govt. should remove import duty on import of raw wool to support the industry. As situation is very bad for local production of raw wool govt. should exempt or reduce import duty on raw wool for the time being. D). Labour problem in Bikaner wool industry because of govt. NAREGA scheme. In Bikaner lot of woolen factories are running under capacity due to shortage of labour to run these units. Govt. should join hands with factory owners to sort out this problem and to improve productivity. E). High investment and low return in the trade. National Seminar cum workshop on recent R&D Initiatives and Developmental Schemes of wool and woolens Wool prices are very high and investments in the trade has increased a lot but there is no return because of very high rate of interest charged by bank to finance the traders and spinners and very low demand of woolen yarn because of high prices. Govt. and banks should come forward to provide cheap finance on sheep farming and wool and woolen yarn industry. F). Late release of payments for wool and woolen yarn. Trading of raw wool and woolen yarn is suffering because of late payment trend prevail in the market so wool panchayats, traders and spinners associations should make some rules of trading and payment to improve the situation of this dyeing trade. I have tried to highlight some problems and suggestions in a few lines but still there is lot to do for wool industry and I request everyone involved in the trade to join hand for betterment of the Industry. I also like to Thanks Dr. Agarwal who is always working hard to save this dyeing industry and he gave me a chance to write a few things about the industry.

19

INTRODUCTION TO THE COMPANY:

Name of firm Kind of business Year Contact person Address City Office City/state

M.L. Woolen Industries Woolen & Gwar Gum Manufacturers & Suppliers 1994 Mr. Mool Chand Rathi (Director) F418-419 & G147-148, Karni Industrial Area, Bikaner C-148, Jawahar Nagar,Bikaner 334001, Rajasthan Bikaner, Rajasthan

ORGANIZATION STRUCTURE
Having the appropriate structure is vital for an organization or business to meet its aims and objectives. A business may be structured by:

Functions - activities such as customer service, marketing, operations, finance or IT Location - where regional divisions of the business take responsibility for a specific function or particular products, whether locally, nationally or internationally Product or services - where the business is divided into the particular products made or services provided.

All organizations have employees working at different levels of responsibility. At the bottom, a business depends on its operatives to produce the products or services. Team leaders often perform the day-to-day management role, with operational managers setting direction and strategy for the business as a whole. The number of employees in each level will depend on the business organizational structure. Hierarchical structure Large organizations, like British Gas, tend to have tall (or hierarchical) structures. A tall structure will have many different levels of employees all reporting upwards to team leaders and then up to operational management. It will have a wide chain of command with a narrow span of control. The chain of command refers to the number of levels within an organization. The span of control is the number of employees who are directly supervised by one person. A tall structure can often lead to slower communication channels and decision-making. British Gas divides its business activities by products (gas and electricity), by services (maintenance and repairs) and also by functions, for example, customer services.
20

Flat structure A flat organizational structure has fewer layers of management and wider spans of control. This means operatives can access and communicate with managers more easily and quickly. This relies on workers taking more responsibility for decision-making. This can create a more motivated workforce. This type of structure is often seen in newly set-up or smaller businesses. A benefit of this structure is that it allows the business to change rapidly to respond to the market, customers or competitors. However, this only applies if the staff is well trained and capable of making effective responses. Matrix structure A matrix structure pulls together employees who combine the relevant product and functional expertise in order for the business to meet its goals. The people selected come from different levels and departments within the business. This structure can be used in both hierarchical and flat organizations. Matrix structures are frequently used for specific projects. Individual team members may come from different parts of the business, regardless of their location. Once a project is completed, the matrix will be disbanded and a new structure set up appropriate for the next project.

It is important to list all key management and staff current or proposed including their skills, qualifications and experience. If your new venture is composed of 10 or more people, you should provide an organizational structure chart as part of your Business plan to show who is responsible for which tasks and functions.

21

Owner/Partner
Personal Assistant Accountant HR Manager Marketing Manager

Sales Assistant

Sales Assistant

Marketing Assistant

Organizational chart of M. L. Woolen Industries

PRODUCT & PRODUCTION OF M. L. WOOLEN INDUSTRIES

Carpet Wool Production Avikalin strain was evolved by crossing Rambouillet X Malpura half bred base through inter breeding and selection for enhancing greasy fleece production with target of 1.7 kg greasy wool having 27 diameter, 25 % modulation and 4.75 cm staple length. This breed was suitable as a dual-purpose sheep for carpet wool and mutton production. Avikalin sheep produced about 7580 % more wool compared to Malpura sheep and wool produced by this strain was of ideal carpet quality. The performance of the evolved breed was up to mark under farm condition while its performance was not encouraging in field adaptation due prevailing agrometeorological condition. Marwari sheep selected against medullation have shown faster response to selection than those selected for greasy fleece weight at Bikaner. Presently the sheep yields around 1.3 kg GFY with 30 to 35 fiber diameter and 40- 55 percent modulation. Emphasis is being given to increase greasy fleece production and develop elite flock with 2 kg annual GFY serve as improver for field population. Magra sheep produces soft and lustrous wool. A project on improvement of Magra sheep under farm and field conditions is in progress at ARC, Bikaner. Sufficiently large number of improved rams has been distributed to the
22

farmers for the breeding purpose. Chokla sheep is another fine carpet wool producing type breed and work on its evaluation and improvement is in progress at Avikanagar. Efforts are being made to increase the annual GFY up to 2.5 kg through selection. Fine Wool Production Avivastra sheep was evolved by crossing Chokla/Nali sheep with Rambouillet/Merino rams and stabilizing at 50 percent exotic inheritance through interbreeding and selection. The target for the genotype was to produce 2 kg greasy wool annually with modulation less than 5 percent and fiber diameter 24- 25 . After up gradation, up to 75% exotic inheritance, Avivastra was merged with Bharat Merino flock. Bharat Merino sheep was developed by crossbreeding indigenous Chokla/Nali sheep with Rarnbouillet/Merino rams stabilizing at 75 % exotic inheritance with potential to serve as import substitute for exotic fine wool breeds. The genotype has annual greasy wool production of 2.5 kg with fiber diameter of 19- 20 , modulation less than one percent. Although the target of fiber diameter, reproductive efficiency and survivability of the genotype was up to mark in semiarid environment, the National Seminar cum workshop on recent R&D Initiatives and Developmental Schemes of wool and woolens adult weight, birth weight, wool yield and staple length reduced over the period indicating the genotype was adapting to prevailing harsh environmental condition but on the cost of the production. The genotype was subsequently shifted to sub temperate condition of Mannavanur where the annual GFY stabilized at 3.5 kg with 20 fiber diameter, 0- 5 % modulation and 7 cm staple length to serve as dual purpose breed for fine wool and mutton production. Nutritional state of animal influences wool growth and production. Wool production and quality traits are largely affected by the dietary protein quality that provides amino acids for incorporation in to the wool. Amino acid nutrition is particularly important for wool/ fiber producing animals in comparison to energy. Since content of sulphur containing amino acids of wool is high, therefore adequate dietary sulphur and nitrogen level of the diet shall improve supply of sulphur amino acids to abomasum by the microbial protein flow to the abomasum. Protein flow of 150 g/day to the abomasum yielded the maximum rate of wool growth. The 2.7 g S/ kg feed DM requires for wool production. The S : N ratio 0.1- 0.4 is essential for higher wool production in sheep. Dietary iodine requirement for optimum wool production is 0.180.27 mg/ kg diet DM. The supplementation of Cu and/ or Se improves wool production under subclinical deficiency conditions and dietary Zn at 15- 20 mg/ kg DM promotes wool growth

23

Angora Rabbit Hair Production The wool yield in German Angora was 900 g in 4 clips; Russian, British & their breed cross yielded 350 to 400 g in three clips. The staple length was 5.0 to 6.0 cm, fiber diameter varied from 12.0- 12.7 with guard hair of 2 to 3 %. The objective is to increase the yield to 1000 g and disseminate the breed for development program. One of the major constraints in popularization of the breed in developmental program in target area is serious competition of cheap Angora wool export from China. In Broiler Rabbit Production program the rabbits have achieved target body weight of 1.7 kg at 12 weeks of age in colonies. However, in individual feeding experiments they achieve more than 2 kg with 30 g ADG and 30 % Feed Conversion Efficiency. Efforts are underway to achieve body weight of 2.0 kg at 12 weeks of age in colonies. The Soviet Chinchilla breed of broiler rabbit has been found to be most suitable for all agro-climatic conditions in India. Wool Quality Evaluation The quality of wool available from different indigenous and cross bred sheep has been evaluated with regard to their physical attributes and their physio-mechanical properties. National Seminar cum workshop on recent R&D Initiatives and Developmental Schemes of wool and woolens. Suitable blend formulations have been recommended for manufacture of different products. Database on physical parameters of wool from different breeds of sheep has been created. Since carpet industry demands lustrous wool, a method was developed and standardized to screen wool samples from indigenous breeds for luster parameters. They were evaluated for reflectance and fluorescence, which have been found to relate to the lustrous appearance of wool. Among breeds Magra and Chokla were found to be superior in their lustrous appearance and are at par to the imported New Zealand wool. The commercial Mandi (Market) wools have also been evaluated for their properties and end use suitability. Dying methods are being developed using vegetable dyes. Value addition to wool and specialty hair fiber Value addition of coarse wool by blending has been standardized. Carpets from different types of indigenous and imported wool have been prepared and evaluated for quality. Non woven technology for value added products was also standardized. Natural colour applications or wool and wool blended products is an innovative area which has been made popular recently because of inherent virtues of such colours. Wide range of natural vegetable and animal sources could be used for extracting colours and applying the same with mordents. The colour range could be widened by using different metal mordents in different concentrations. Some natural mordents are also found its acceptance in wool dyeing with natural colours. The natural colour dyed handknotted carpets and knitwear helping in higher value realization.

24

Fiber has been of great importance to man and rank second only to food in their usefulness. Animal fibers are largely those which cover mammals such as sheep, goats and rabbits, but also include cocoon of the silk-worm as well as feather from poultry. Globally natural Fibers contribute about 48% to the fiber basket with 38% from cotton, 8% from bast and allied fibers and 2% from wool and silk fibers. India is a vast country with 44 descript sheep breeds spread over a wide range environmental conditions. The Indian sheep breeds produce wood differing in fineness from 25 to 60 . As per economic survey, Government of India, the country produced about 45 m kg of raw wool (2007). Out of the total production of raw wool about 10 % was apparel grade, 70 % carpet grade and 20 % coarse grade. Specialty hair fibers obtained from Angora rabbit, Pashmina and Yak are popular for its superb whiteness high warmth and softer feel. Wool is consumed mainly in suiting and knitted garments for mens wears while for womens wear, shawl, coating and dress material are major products. In addition, one of the important end use of non-apparel wool is in hand knotted, tufted and woven carpets. Woolen industry in India is small in size as compared to cotton and synthetic fiber based industry, wool and woolen activities in rural areas are having important position. The woolen industry including carpet sector contributes about Rs. 5000 crores in export earnings. Moreover the industry provides employment and source of sustenance to about one million people mostly belonging to low income group. In addition the expansion of the industry particularly the Khadi, handloom and carpet segments will create more job opportunities in future. Wool production India is a vast country with 44 descript sheep breeds spread over a wide range environmental conditions. The Indian sheep breeds produce wool differing in fineness from 25 to 60 .These wools are mainly utilized for the manufacture of hand-knotted, tufted and handloom. National Seminar cum workshop on recent R&D Initiatives and Developmental Schemes of wool and woolens woven carpets. As per economic survey, Government of India, the country produced about 45 m kg of raw wool (2007). Out of the total production of raw wool about 10 % was apparel grade, 70 % carpet grade and 20 % coarse grade. The annual growth of wool production is marginal and wool production has remained static for last 10 years. Wool yield per sheep in India is about 800-1000 g/year. The country can be divided into 4 agro climate regions with reference to wool production. The sheep population is more or less equally spread in North Western parts of the country covering the states of Rajasthan, Gujarat, Punjab and Haryana and Southern Peninsular region consisting of State of Andhra Pradesh, Maharashtra, Tamil Nadu and Karnataka. However, wool production is more in North western region than Southern Peninsular region. The wool produced in North-Western region finer than Southern Peninsular region.

25

The production of wool in the country is not satisfactory mainly because of dominance of medium fine wool, carpet wool and coarse wool/hairy sheep breeds. Moreover, for most part of the year the animals are subjected to under feeding mainly due to over stocking far exceeding the carrying capacity of the land and unfavorable agro-climatic conditions. In-order to avoid prevailing harsh agro-climatic conditions and loss of production, the sheep farmers resort to short and long distance even inter-state migration with their stock and return back to their native tract in the favorable season. With the onset of summer, the sheep farmers of western India migrate to neighboring states namely, Uttar Pradesh, Madhya Pradesh, Haryana and Punjab while those from the sub Himalayan region migrate to Alpine meadows. Continuous drought during last decade has changed the breed composition, production response and marketing structure of sheep produce in the dominant sheep producing regions of the country. Product Selection and Description. In BEES, wool carpet with a 25-year life is studied. The mass of 0.09 m2 (1 ft2) of wool broadloom carpet or carpet tile is approximately 40 oz (1.13 kg). Four different product combinations are included in the BEES database. Flow Diagram The flow diagram below shows the major elements of the production of this product, as it is currently modeled for BEES.

26

Yarn M.L. Woolens has been providing quality yarn for almost half a century. From modest beginnings the company has grown. Satisfied clientele in more than across five continents are testimony of the company standard. With a capacity to produce 50 tons of yarn per annum, M.L. Woolens is one of India's largest manufacturers of woolen yarns. The company's fully integrated spinning unit stands tall and proud on the international stage. M.L. Woolens makes Dyed Ring Spun Yarns on the Woolen System from count 1 Nm to 12 Nm. Yarn is always made according to the customers' specific needs and requirements.

27

TYPES OF YARNS

Blanket Yarns: M.L. Woolens makes Dyed Ring Spun Acrylic Blanket Yarns on the Woolen System from count 1 Nm to 6Nm. Yarn is always made according to the customers' specific needs and requirements. The yarn is press packed in bales to ensure a cheaper landed cost for the customer.

Weaving Yarns: M. L. Woolen Industries weaving yarns in counts 1Nm to 12Nm are used to make heavy woolen fabrics such as blazers, tweeds, jacketing cloth, Meltons, blankets, rugs and throws.

Fancy Yarns: M.L. Woolens' Fancy yarns have effects such as 2 ply and 3 ply in grindle and marl effects, heather or Melange shades.

Knitting Yarns: Knitting yarns from M. L. Woolen Industries are used to make light and heavy woolen sweaters on 2 gg to 12 gg machines at extremely economical prices for price-sensitive markets.

Carpet Yarns: We make carpet yarns in a count range of 1Nm to 5Nm in single ply or multi ply as required by the client. All our carpet yarns are very good for Machine Carpet Weaving. We use the best carpet grade wools to make our yarns from all over the world. All carpet yarns are made exactly as

28

per specifications using wools specified by the client. We also do bulk commission spinning of carpet yarns as per clients instructions.

MARKETING MIX
A planned mix of the controllable elements of a product's marketing plan commonly termed as 4Ps: product, price, place, and promotion. These four elements are adjusted until the right combination is found that serves the needs of the product's customers, while generating optimum income. Sometimes the first P (Product) is substituted by presentation. See also marketing and mega marketing. Usually referring to E. Jerome McCarthy's 4 P classifications for developing an effective marketing strategy, which encompasses: product, price, placement (distribution) and promotion? When it's a consumer-centric marketing mix, it has been extended to include three more Ps: people, process and physical evidence, and three Cs: cost, consumer and competitor. Depending on the industry and the target of the marketing plan, marketing managers will take various approaches to each of the four Ps. Marketing decisions generally fall into the following four controllable categories:

Product Price Place (distribution) Promotion

The term "marketing mix" became popularized after Neil H. Borden published his 1964 article, The Concept of the Marketing Mix. Borden began using the term in his teaching in the late 1940's after James Culliton had described the marketing manager as a "mixer of ingredients". The ingredients in Borden's marketing mix included product planning, pricing, branding, distribution channels, personal selling, advertising, promotions, packaging, display, servicing, physical handling, and fact finding and analysis. E. Jerome McCarthy later grouped these ingredients into the four categories that today are known as the 4 P's of marketing, depicted below:

29

These four P's are the parameters that the marketing manager can control, subject to the internal and external constraints of the marketing environment. The goal is to make decisions that center the four P's on the customers in the target market in order to create perceived value and generate a positive response.

Product Decisions
The term "product" refers to tangible, physical products as well as services. Here are some examples of the product decisions to be made:

Brand name Functionality Styling Quality Safety Packaging Repairs and Support Warranty Accessories and services

Price Decisions
Some examples of pricing decisions to be made include:

30

Pricing strategy (skim, penetration, etc.) Suggested retail price Volume discounts and wholesale pricing Cash and early payment discounts Seasonal pricing Bundling Price flexibility Price discrimination

Distribution (Place) Decisions

Distribution is about getting the products to the customer. Some examples of distribution decisions include:

Distribution channels Market coverage (inclusive, selective, or exclusive distribution) Specific channel members Inventory management Warehousing Distribution centers Order processing Transportation Reverse logistics

Promotion Decisions
In the context of the marketing mix, promotion represents the various aspects of marketing communication, that is, the communication of information about the product with the goal of generating a positive customer response. Marketing communication decisions include:

Promotional strategy (push, pull, etc.) Advertising Personal selling & sales force Sales promotions Public relations & publicity Marketing communicate

31

TOPIC THEORY
CONSUMER BEHAVIOR
Consumer behavior is the study of consumers as they exchange something of value for a product or service that satisfies their needs (Well & Prensky, 2003, p.5). The study of consumer behavior focuses on how individuals make decisions to spend their available resources (time, money, effort) on consumption related items (Schiffman & Kanuk, 2004, p.5). In short, the company should study and create the marketing campaign for their target group. But in the product life cycle, due to the consumer behavior the image, target audience or function of this product can be in change.

The main aim of marketing is meet and satisfy target customers need and wants buyer behavior refers to the peoples or organization conduct activities and together with the impact of various influence on them towards making decision on purchase of product and service in a market. The field of consumer behavior studies how individuals, groups and organization select, buy, use and dispose of goods, service, ideas, or experience to satisfy their needs and desires understanding consumer behavior and knowing customer are never simple. The wealth of products and service produced in a country make our economy strong. The behavior of human being during the purchase is being termed as Buyer Behavior. Customer says one thing but do another. They may not be in touch with their deeper motivations. They are responding to influences that change their mind at the last minute. A buyer makes take a decision whether save or spend the money.

DEFINITION OF BUYER BEHAVIOR:

Buyer behavior is all psychological, Social and physical behaviors of potential customers as they become aware of evaluate, purchase, consume and tell others about product & service. CONSUMER BUYING DECISION PROCESS There are following five stages in consumer buying decision process. 1. Problem identification:-The buying process starts when the buyer recognizes a problem or need. The need can be triggered by internal or external stimuli. Marketers need to identify the circumstances that trigger a particular need. By gathering information from a number of consumers, Marketers can identify the most frequent stimuli that spark an interest in a product category. They can then develop marketing strategies that trigger consumer interest. 2. Information Search:-The consumer tries to collect information regarding various products/service. Through gathering information, the consumer learns about completing brands
32

and their features. Information may be collected form magazines, catalogues, retailers, friends, family members, business association, commercial, chamber of commerce, telephone directory, trade fair etc. Marketers should find out the source of information and their relative degree of importance the consumes. Personal Sources: Family, friends, neighbor, as quittances. Commercial Source: Advertising, sales persons, dealers, packaging, displays. Public sources: mass media, consumer, rating organizations. Experimental sources: Handling. Examine, using the product. 3. Evaluation of alternative:-There is no single process used by all consumers by one consumer in all buying situations. There is several First, the consumer processes, some basic concepts are: First, the consumer is trying to satisfy need. Second, the consumer is looking for certain benefits from the product solutions. The marketer must know which criteria the consumer will use in the purchase decision. 4. Choice of purchasing decision:-From among the purchase of alternatives the consumer makes the solution. It may be to buy or not to buy. If the decision is to buy, the other additional decisions are: Which types of woolen he must buy? From whom to buy? How the payment to be made? And so on. The marketer up to this stage has tried every means to influence the purchase behavior, but the choice is properly consumers. In the evaluation stage the consumer forms preferences among the brands in the choice set. The consumer may also form an intention to but the most preferred brand. 5. Post Purchase Behavior:-After purchase the product, the consumer will experience the same level of product. The Marketers job not end when the product is buying must monitor postpurchase satisfaction, post-purchase action, post-purchase use and disposal Post Purchase Satisfaction:-The buyer, S satisfaction is a function of closeness between the buyers expectation and the product performance. The larger the gap between expectation and performance the greater the consumer dissatisfaction. Post purchase Action:-The Consumer, S satisfaction or dissatisfaction with the product influence subsequent behavior. If the consumer satisfied, he or she will exhibit a higher probability of purchasing the product again. Dissatisfaction consumer may abandon and return the product. Post-Purchase Use or Disposal:-The marketer should also monitor new buyers use and dispose of the product. If the consumer store the product in a close, the product is probably not
33

very satisfying. If the consumer throws the product away, the marketer needs to know how they dispose of it; especially it can be hurt the environment. CHARACTERISTIC OF BUYER BEHAVIORS The chief characteristics of the buyers behaviors are as follow:(1) It consists of mental and physical activities which consumers undertake to get goods and services and obtain satisfaction from them. (2) It includes both observable activities such as walking through the market to examine merchandise and making a purchase and mental activities-such as forming attitudes, perceiving advertising material, and learning to prefer particular brands. (3) Consumer behaviors are very complex and dynamic to constantly changing. And therefore, management needs to adjust with the change otherwise market may be lot. (4) The individuals specific behaviors in the market place is affected by internal factor, such as need , motives, perception, and attitudes, as well as by external of environmental influences such as the family social groups, culture, economics and business influences. Consumer Learning Process Learning is a progression by which consumers systematize their knowledge and it evolved over time. Consumer's attitude and their future purchasing activities can be influenced by the learning process constantly. For gathering information from the stimuli in their environment consumers use their perceptual processes. According to Ganassali et.al (2009), consumer behavior is approached by researchers adopting a variety of interpretative models and with a wide array of multidisciplinary frames, from economy to sociology, psychology and anthropology. According to East (1997), a shared perspective the different approaches to the understanding of consumer purchase decisions can be grouped. Cognitive approach According to Ganassali et.al, (2009), this one is deeply rooted in the economic science and assumes a sensible behavior of the decision maker, based on the price of the goods and on its attitude to respond to functional needs. The critical variable under this approach is the availability of sufficient information about purchase alternatives (price, product functionalities) to support the decisional process. So, from this approach, a main block of determinants concerning product characteristics drives the buying process.

34

External conditioning approach According to Foxall, 1990 cited in Ganassali et.al, (2009), this approach, the purchase decision is a response to external stimuli .The significant variable under this approach is which kind of external stimuli can influence purchase decision. From this second approach, a group of external determinants can influence the buying process, for example parents' opinions or ads exposure. Experience social interaction approach According to this approach, the present consumer decision aims at the construction of personal identity (Ganassali et.al, 2009). Following this idea, two main streams have been developed. One focuses on individual consumption decisions based on emotional explanation of consumer behavior (Holbrook and Hirschman, 1982). FACTORS AFFECTING THE CONSUMER BUYING DECISION PROCESS: A consumer, making a purchase decision will be affected by the following three factors: 1. Cultural and sub culture Factor 2. Social Factor 3. Personal Factor A) Culture and Sub-culture: Culture refers to the set of values, ideas, and attitudes that are accepted by a homogenous group of people and transmitted to the next generation. Culture also determines what is acceptable with product advertising. Culture determines what people wear, eat, reside and travel. Cultural values in the India are good health, education, individualism and freedom. In Indian culture time scarcity is a growing problem that is change in meals. Big impact on international marketing. B). Social Factors: Consumer wants, learning, motives etc. are influenced by opinion leaders, person's family, reference groups, social class and culture. Roles and Family Influences There are things you should do based on the expectations of you from your position within a group. People have many roles. Husband, father, employer, employee. Individuals role are continuing to change therefore marketers must continue to update information. Family is the most basic group a person belongs to. Marketers must understand: that many family decisions are made by the family unit consumer behavior starts in the family unit family roles and preferences are the model for children's future family (can reject/alter etc.)
35

Family buying decisions are a mixture of family interactions and individual decision making Family acts an interpreter of social and cultural values for the individual. The Family life cycle: families go through stages; each stage creates different consumer demands: Reference Groups Individual identifies with the group to the extent that he takes on many of the values, attitudes or behaviors of the group members. Families, friends, sororities, civic and professional organizations. Any group that has a positive or negative influence on a persons attitude and behavior. Membership groups (belong to) Affinity marketing is focused on the desires of consumers that belong to reference groups. Marketers get the groups to approve the product and communicate that approval to its members. Credit Cards etc.! Aspiration groups Disassociate groups (do not want to belong to). The degree to which a reference group will affect a purchase decision depends on an individuals susceptibility to reference group influence and the strength of his/her involvement with the group. Social group An open group of individuals who have similar social rank. India is not a classless society. Indian criteria; occupation, education, income, wealth, race, ethnic groups and possessions. Social class influences many aspects of our lives. i.e.; upper middle class Indians prefer luxury cars. 1. Upper-upper class, .3%, inherited wealth, aristocratic names. 2. Lower-upper class, 1.2%, newer social elite, from current professionals and corporate elite 3. Upper-middle class, 12.5%, college graduates, managers and professionals 4. Middle class, 32%, average pay white collar workers and blue collar friends 5. Working class, 38%, average pay blue collar workers 6. Lower class, 9%, working, not on welfare 7. Lower-lower class, 7%, on welfare Social class determines to some extent, the types, quality, and quantity of products that a person buys or uses. Lower class people tend to stay close to home when shopping; do not engage in much pre-purchase information gathering. Stores project definite class images. Family, reference groups and social classes are all social influences on consumer behavior. All operate within a larger culture. C). Personal Factor Unique to a particular person. Demographic Factors, Sex, Race, Age etc. Who in the family is responsible for the decision making? Young people purchase things for different reasons than older people.
36

Psychological factors Psychological factors include: Motives A motive is an internal energizing force that orients a person's activities toward satisfying a need or achieving a goal. Actions are effected by a set of motives, not just one. If marketers can identify motives then they can better develop a marketing mix. MASLOW hierarchy of needs!! Physiological Safety Love and Belonging Esteem Self Actualization Need to determine what level of the hierarchy the consumers are apt to determine what motivates their purchases. The product was not selling well, and was almost terminated. Upon extensive research it was determined that the product did sell well in innercity convenience stores. It was determined that the consumers for the product were actually drug addicts who couldn't digest a regular meal. They would purchase Nutriment as a substitute for a meal. Their motivation to purchase was completely different to the motivation that B-MS had originally thought. These consumers were at the Psychological Perception: Perception is the process of selecting, organizing and interpreting information inputs to produce meaning. IE we chose what info we pay attention to, organize it and interpret it. Information inputs are the sensations received through sight, taste, hearing, smell and touch. Selective Exposure Select inputs to be exposed to our awareness. More likely if it is linked to an event, satisfies current needs, intensity of input changes (sharp price drop). Selective Distortion -Changing/twisting current received information, inconsistent with beliefs. Advertisers that use comparative advertisements (pitching one product against another), have to be very careful that consumers do not distort the facts and perceive that the advertisement was for the competitor. Selective Retention -Remember inputs that support beliefs, forgets those that dont. Average supermarket shopper is exposed to 17,000 products in a shopping visit lasting 30 minutes-60% of purchases are unplanned. Exposed to 1,500 advertisements per day. Can't be expected to be aware of all these

37

inputs, and certainly will not retain many. Interpreting information is based on what is already familiar, on knowledge that is stored in the memory. Ability and Knowledge Need to understand individuals capacity to learn. Learning, changes in a person's behavior caused by information and experience. Therefore to change consumers' behavior about your product, need to give them new information, free product samples etc. When making buying decisions, buyers must process information. Knowledge It is the familiarity with the product and expertise. Inexperience buyers often use prices as an indicator of quality more than those who have knowledge of a product. Non-alcoholic Beer example: consumers chose the most expensive six-pack, because they assume that the greater price indicates greater quality. Learning It is the process through which a relatively permanent change in behavior results from the consequences of past behavior. Attitudes Knowledge and positive and negative feelings about an object or activity-maybe tangible or intangible, living or non-living contribute in deriving imperceptions. Individual learns attitudes through experience and interaction with other people. Consumer attitudes toward a firm and its products greatly influence the success or failure of the firm's marketing strategy. Personality All the internal traits and behaviors that make a person unique, uniqueness arrives from a person's heredity and personal experience. Examples include: o o o o o o o o o o o Work holism Compulsiveness Self confidence Friendliness Adaptability Ambitiousness Dogmatism Authoritarianism Introversion Extroversion Aggressiveness
38

o Competitiveness. Traits affect the way people behave. Marketers try to match the store image to the perceived image of their customers. There is a weak association between personality and Buying Behavior; this may be due to unreliable measures. Nike ads. Consumers buy products that are consistent with their self-concept. Lifestyles Recent US trends in lifestyles are a shift towards personal independence and individualism and a preference for a healthy, natural lifestyle. Lifestyles are the consistent patterns people follow in their lives. The marketer must be aware of these factors in order to develop an appropriate MM for its target market. Types of Consumer Buying Behavior Types of consumer buying behavior are determined by: Level of Involvement in purchase decision. Importance and intensity of interest in a product in a particular situation. Buyers level of involvement determines why he/she is motivated to seek information about a certain products and brands but virtually ignores others. High involvement purchases--Honda Motorbike, high priced goods, products visible to others, and the higher the risk the higher the involvement. Types of risk: Personal risk Social risk Economic risk THE FOUR TYPE OF CONSUMER BUYING BEHAVIOR ARE: Routine Response/Programmed Behavior: Buying low involvement frequently purchased low cost items; need very little search and decision effort; purchased almost automatically. Examples include soft drinks, snack foods, milk etc. Limited Decision Making: Buying product occasionally. When you need to obtain information about unfamiliar brand in a familiar product category, perhaps. Requires a moderate amount of time for information gathering. Examples include Clothes--know product class but not the brand. Extensive Decision Making: Complex high involvement, unfamiliar, expensive and/or infrequently bought products. High degree of economic/performance/psychological risk. Examples include cars, homes, computers, education. Spend a lot of time seeking information
39

and deciding. Information from the companies MM; friends and relatives, store personnel etc. Go through all six stages of the buying process. Impulse buying: - no conscious planning. The purchase of the same product does not always elicit the same Buying Behavior. Product can shift from one category to the next. For example: Going out for dinner for one person may be extensive decision making (for someone that does not go out often at all), but limited decision making for someone else. The reason for the dinner, whether it is an anniversary celebration, or a meal with a couple of friends will also determine the extent of the decision making.

40

PROJECT PROFILE & RESEARCH METHODOLOGY

The purpose of this chapter is to present the research methods employed in the current study. In the past, several studies have looked at issues relating to the research questions and objectives outlined in the introductory chapter.

TITLE & OBJECTIVE OF RESEARCH

Title of our research is ANALYSIS OF CONSUMER BUYING BEHAVIOUR IN WOOLEN TEXTILE SECTOR in M.L. woolen industries. We selected 40 customers for this study. According to Kotler (2008), consumer behavior is the study of how people buy, what they buy, when they buy and why they buy. It is a subcategory of marketing that blends elements from psychology, sociology, socio psychology, anthropology and economics. It attempts to understand the buyer decision-making process, both individually and in groups. It studies characteristics of individual consumers such as demographics, psychographics, and behavioral variables in an attempt to understand people needs. He also stated that it also tries to assess influences on the consumer from group such as family friends, reference groups, and society in general for example while consumers purchase the shoe, then they go for family decision, comfort, satisfaction, price and quality (Kotler, 2008). The systematic and objective identification, collection, analysis and use information for the purpose of assisting management of company in decision making related to the identification and solution of problem and opportunities in marketing. When an industry comes in the competitive market then the main problem comes in front of him is, how can survive in the market. For this purpose they have to know about their production process, employment process, distribution process, and consumer need and consumer behavior. The main purpose of the industry is to satisfy the consumer needs. When we do the study on the consumer behavior we should know the entire factor which affects the consumer buying behavior. Social environment, education, culture, and traditions, income, society, are the factors which affects the buying behavior of the consumer. We can also decide it into geographic, demographic, psychological factors.

41

Following the main objectives of our study or research: To find out the factors that influences the consumer buying behavior. To find out preference of consumer for M.L. Industries To find out the satisfaction level of consumer in M.L. Industries To find out quality standard of M.L. woolen industries products. To investigate how consumer buying behavior factors influence consumer when purchasing products. To explore the role of best quality and their influence on purchasing decisions of product. To give recommendation and conclusion. REASON BEHIND CHOOSING THE TOPIC: The main reason behind choosing this topic is that in previous studies; we have not precisely conducted a focused investigation into the influence of a consumer purchasing behavior in woolen products despite the woolen industry being a major industry in the country and the world. Most researches on consumer influence were conducted on general consumers with general products. Hence, as a researcher, conducting a study on the buying behavior in woolen industry was not only an opportunity to learn something new but equally challenging as well, and therefore, chose, ANALYSIS OF CONSUMER BUYING BEHAVIOUR IN WOOLEN TEXTILE SECTOR as the topic of the project.

RESEARCH METHODOLOGY
Quantitative Research The quantitative research applied involves a structured questionnaire with a choice of predetermined responses where specific and precise data can be obtained. A large number of respondents were interviewed in order to ensure a certain degree of explanatory power and statistical significance of the responses. Thus, the sample is sizeable enough to roughly represent the researched age group. Self-administered Survey In addition, this study employed a self-administered or pencil-and-paper' survey (see Questionnaire- Part B), which is a management survey of House of Fraser oxford street outlet completed by the retail manager and sales representatives. According to Aaker et al (2005), selfadministered surveys involve three main advantages. Firstly, they are low in cost and save time as there is no interviewer or interviewing device involved. Secondly, they allow the respondents to control their response pace. Lastly, there is no interviewer-evaluation apprehension.
42

Qualitative Research The rationale behind qualitative research is to discover what is in the mind of the consumer. It concerns collecting, analyzing and interpreting data through observations of what is done and being said by people. Through this method information on feelings, thoughts, intentions, and behavior of the consumer can be obtained. However, the quantity of respondents is usually small and represents a partial number of the target population (Burns and Bush, 2005). Sampling Method and Procedure This study utilized a non-probability sampling method, also known as a convenient sampling. This selection method is subjective as not everybody has a chance to be selected. However, this method is useful for exploratory research, to understand current behavior and situations, and for pre-testing questionnaires to ensure that there is no ambiguous data (Saunders et al, 2003). Research Design: - Descriptive research method has been applied to find out the consumer buying behavior. As this data will be primary data so a survey will be conducted. Sampling design: - Population is large so census method cannot be possible so sampling method is to be applied. In sampling method, convenience sampling is applied in this study because it will reduce time and money in data collection. The customer who is going for shopping will be eligible for research. Data collection method: -The primary data are first hand data which is generated specially for the pursuing research project. Collecting of primary data is to be done by preparing questionnaire for the research project. Pilot study is to be conducted for testing the questionnaire. The pilot survey helps in making certain changes in the final questionnaire so that it can be more effective. A structured questionnaire has been prepared for the respondents in order to collect the data. Scaling technique: - In formulating the questionnaire Likert scale, semantic scale has been used. Sampling unit: - It refers to the individuals who have been surveyed in the study and it is the customer who has bought products is surveyed. The consumers who are going for shopping in Jalandhar, (Punjab) are be surveyed. Sample size: - It refers to the number of people surveyed for this topic, in the study 100 people are surveyed and responses drawn.

43

Secondary data (Exploratory research): The secondary data can be defined as data collected by someone else for purposes other than solving problem being investigation and previously meant for another purpose. In this the, journals, paper and internet has been used for the collection of data. It helps to better determine our problem and formulate an appropriate research design

SCOPE OF STUDY:
The scope of study will be the area of Bikaner. As it is the nearest area where we can find the objective of our study. The population of this area is highest. This area is considered as the area of largest woolen industries in our country, so we easily find what people want? The study is conducted only in M.L. Woolen Industries. Due to the limitation of the time the research could not be made more detailed. Due to confidentiality of some information accurate response was not revealed by some of the respondents. Some of the replies of the respondents may be biased. Respondents have marked the answers in questionnaires which may be socially irrespective of their actual feelings.

THE IMPORTANCE OF UNDERSTANDING CONSUMER BEHAVIOR:

Consumer behavior is the dynamic interaction of affect and cognition, behavior and environmental events by which human beings conduct the exchange aspects of their lives. Companies are interested in consumer behavior because they can develop marketing strategies to influence consumers to purchase their products based on consumer analysis. The success of a companys marketing strategy will depend on how buyers react to it. To find out what satisfied customers, marketers must examine the main influences on what, where, when and how customers buy goods and services. By understanding these factors better, marketers are better able to predict how consumers will respond to marketing strategies. Ultimately, this information helps companies compete more effectively in the marketplace and leads to more satisfied customers.

44

LIMITATION OF THE STUDY:

The study is conducted only in M.L. Industries. Due to the limitation of the time the research could not be made more detailed. Due to confidentiality of some information accurate response was not revealed by some of the respondents. The present study was confined to study the behavior and awareness towards ethical fashion among young Indian generation. The study was completely consumer oriented and data collection was done by personal interview method. Respondents had marked the answers in questionnaires which may be socially incorrect irrespective of their actual feelings. Extrapolation of the results may not be possible because there is a wide difference in customer preference, behavior. The study is limited to the people who are respondents in middles class and upper middle class group.

DATA COLLECTION
Primary Data: Primary data was collected through survey method by distributing questionnaires to branch manager and other sales manager. The questionnaires were carefully designed by taking into account the parameters of my study. Secondary Data: Data was collected from books, magazines, web sites, going through the records of the organisation, etc. It is the data which has been collected by individual or someone else for the purpose of other than those of our particular research study. Or in other words we can say that secondary data is the data used previously for the analysis and the results are undertaken for the next process.

45

DATA ANALYSIS
Q. 1 Age

Age

20-30 30-40 40-50 50&above

IN this study we find 45% people are age of 30-40 and 30% people have age of 40-50 and rest of the having age 20-30 or 50 above.

46

Q. 2 Gender

Gender

MALE FEMALE

IN this we research on 40 people in those 80% are male and 20% are female.

47

Q. 3 Use of woolen

Use of woollen

Trading use Pesonal Use Other

IN this study we find 70% people are purchase woolen from M.L. Wollen Industries for trading and 20% people are purchase for personal use and rest of the purchase for other.

48

Q. 4 Which yarn of woolen mostly preferred by consumer?

Type Of Yarn

blanketYarn Weaving Yarns Knitting Yarns Fancy Yarns Carpet Yarns

IN this study we find 65% people are purchase Carpet yarn and maximum sales of M.L. Woolen Industries is carpet yarn and 20% people are purchase blanket & fancy yarn rest of the purchase weaving and knitting yarn.

49

Q. 5 How do you make payment at M. L. Woolen Industries?

Payment Terms

CASH CHEQUE INSTALLMENT Bills Receivable

IN this study we find 35% people are use cheque Payment Term 30% are use cash Payment Term and 25% are use Bills receivable Payment Term rest of the use Installment Payment Term.

50

Q. 6 What motivates you to go to M.L. Woolen Industries?

Why motivate

Quality Price Discount Variety Other

IN this study we find why people prefer or motivate to trading in M.L. woolen Industries 30% answer better quality of woolen, 30% people answer price and discount of industry and 30% people says different variety of woolen in this industry and 10% says other reasons.

51

Q. 7 Who influences you to go to M.L. Woolen Industries?

People %

Friends Relatives Promoters NO one

IN this study we find how people connect to trading in M.L. woolen Industries 20% answer we know about it from friends, 30% says we know about it from Relatives and 25% says we know about it from Promoters of M.L. industries and 25% says we know about it from no one.

52

Q. 8 What do you find most important when buying Woolen:

Buying Importance

Brand Quality Cost Service

IN this study we find what importance to trading in M.L. woolen Industries 45% answer quality of M. L. Woolen Industries, 25% says cost of M. L. Woolen Industries and 20% says services of M.L. Woolen Industries and 10% says brand of M. L. Woolen Industries.

53

DATA ANALYSIS AND INTERPRETATION (GRAPHICAL PRESENTATION)

Table: 1. The graph showing satisfaction level of customer

Customer satisfaction No. Of respondent %age

Satisfied 28 70

average 7 20

Not satisfied 5 10

Percentage
60 50 40 30 20 10 0 Satisfied average Not satisfied Percentage

Interpretation The table shows the customers satisfaction level of the organization. From the data collected it can be analyzed that 70% are satisfied 20% are averagely satisfied & 10 % are not satisfied respectively.

54

Table: 2. The graph showing satisfaction level with benefits received from organizations performance Satisfaction level with benefits received from organization performance No. Of respondent %age Satisfied average Not satisfied

22 55

10 25

8 20

Percentage
60 50 40 30 20 10 0 Satisfied average Not satisfied Percentage

Interpretation This table shows the satisfaction with benefits received by a customer from the organization performance. From the data collected it can be analyzed that 55% of customer are satisfied, 25% are averagely satisfied and 20% are not satisfied respectively in case of benefits received from the organization.

55

Table: 3. The graph representing satisfaction level of customer with availability of product at time.

satisfaction level of customer with availability of product at time No. Of respondent %age

Satisfied

average

Not satisfied

20 50

14 35

6 15

Percetage
50 45 40 35 30 25 20 15 10 5 0 Satisfied Average Not satisfied

Percetage

Interpretation This table shows the satisfaction level of customer with availability of product at time. From the data collected it can be analyzed that 50% are satisfied, 35% are average and 15% are not satisfied respectively towards working hours within the organization.

56

Table: 4 The graph showing customer satisfaction level of future advancement in organization customer satisfaction level of future advancement in organization No. Of respondent %age Satisfied average Not satisfied

18 45

12 30

10 25

percentage
45 40 35 30 25 20 15 10 5 0 satisfied average not satisfied

percentage

Interpretation This table shows the satisfaction level of customer future advancement in organization. From the data collected it can be analyzed that 45% are satisfied, 30% are average and 25% are not satisfied respectively towards working hours within the organization.

57

Table: 5. The graph showing customer satisfaction level with communication customer satisfaction level with communication No. Of respondent %age Satisfied average Not satisfied

20 50

14 35

6 15

Percentage
50 45 40 35 30 25 20 15 10 5 0 satisfied average not satisfied

percentage

Interpretation This graph shows the customer satisfaction level with communication. Form the data collected it can be analyzed that 50% are satisfied, 35% are average and 15% are not satisfied respectively.

58

Table: 6. The graph showing satisfaction level of customer with changes applied in the organization satisfaction level of customer with changes applied in the organization No. Of respondent %age Satisfied average Not satisfied

18 45

13 32.5

9 22.5

Percentage
45 40 35 30 25 20 15 10 5 0 satisfied average not satisfied

percentage

Interpretation This graph shows the satisfaction level of customer with changes applied in the organization. From the data collected it can be analyzed that 45% are satisfied, 32.5% are average and 22.5% are not satisfied respectively towards with recreation provided in the organization

59

Table: 7. The graph showing satisfaction level with culture practiced in the organization satisfaction level with culture practiced in the organization No. respondent %age Of Satisfied average Not satisfied

22

14

55

35

10

percentage
60 50 40 30 20 10 0 satisfied average Category 3 percentage

Interpretation This table shows the satisfaction level with culture practiced in the organization. From the data collected it can be analyzed that 55% are satisfied, 35% are average and 10% are not satisfied respectively towards with culture practiced in the organization.

60

Table: 8. The graph showing satisfaction level with external environment of the organization level with external environment of the organization No. Of respondent %age Satisfied average Not satisfied

20 50

18 45

2 5

Percentage
50 45 40 35 30 25 20 15 10 5 0 satisfied average not satisfied

percentage

Interpretation This graph shows the satisfaction level with external environment within the organization. From the data collected it can be analyzed that 50% are satisfied, 45% are average and 5% are not satisfied respectively towards physical environment of the organization.

61

Table: 9. The graph showing satisfaction level with the schemes & offers provided by the organization satisfaction level with the schemes & offers provided by the organization No. Of respondent %age Satisfied average Not satisfied

18 45

16 40

6 15

percentage
45 40 35 30 25 20 15 10 5 0 satisfied average not satisfied

percentage

Interpretation This graph shows the satisfaction level with the schemes & offers provided by the organization. Form the data collected it can be analyzed that 45% are satisfied, 40% are average and 15% are not satisfied respectively.

62

Table: 10. The graph showing satisfaction level with the innovative products & technology implemented. satisfaction level with the innovative products & technology implemented No. Of respondent %age Satisfied average Not satisfied

22 55

16 40

2 5

percentage
60 50 40 30 20 10 0 satisfied average not satisfied percentage

Interpretation This table shows the satisfaction level with the innovative products & technology implemented. From the data collected it can be analyzed that 55% are satisfied, 40% are average and 5% are not satisfied respectively.

63

Table: 11. The graph representing that whether they are happy with after sales services with after services sales Satisfied average Not satisfied

No. Of respondent %age

28 70

12 30

0 0

percentage
70 60 50 40 30 percentage 20 10 0 satisfied average not satisfied

Interpretation This table shows that satisfaction level of customer happy with after sales services with the organization. From the data collected it can be analyzed that 70% are satisfied, 30% are average and 0% are not satisfied respectively.

64

Table: 12. The graph representing that whether the customer are satisfied with product quality customer are satisfied with product quality No. Of respondent %age Satisfied average Not satisfied

18 45

16 40

6 15

percentage
45 40 35 30 25 20 15 10 5 0 satisfied average not satisfied

percentage

Interpretation This table shows that the customers are satisfied with product quality within the organization. From the data collected it can be analyzed that 45% are satisfied, 40% are average and 15% are not satisfied respectively.

65

FACTS AND FINDINGS

Consumers can affect the environmental consequences of Woolen through the selections they make. The success of every organization depends on the Consumers is satisfied or not; the performance will be up to the satisfactory level. Every product or service can provided to a satisfactory level, if we revels all necessary information to customer. However, most of the customer are satisfied with a healthy communication and required information between customer &organization. Benefits are the one of the factor, which will leads to the satisfaction of the customer, in the M.L. woolen mill, the customer is also considerably satisfied with the benefit offers to them. Highest numbers of respondents think that wide range of product is the most important. In this way they able to purchased better product among the many. Most of the respondents also felt that the innovative and technical product is the most influential factor that affects their purchasing One of the factors which is related to the satisfaction of the customer is the quality, cost, availability, quantity &reasonability. Most of the customers i.e. 60% of the customers are very much satisfied about the above factor of product which is given by the organization. Complete and fair knowledge about company and products is another important factor which deeply affect the preferences of customer. In every organization almost all of the customers i.e. 45% feel that complete knowledge about the product must reveal.

66

SWOT ANALYSIS
SWOT Analysis, or sometimes known as the TOWS Matrix, is a strategic planning tool used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in a project or in a business venture or in any other situation of an organization or individual requiring a decision in pursuit of an objective. It involves monitoring the marketing environment internal and external to the organization or individual. The technique is credited to Albert Humphrey, who led a research project at Stanford University in the 1960s and 1970s using data from the Fortune 500 companies. THE SWOT ANALYSIS OF M. L. WOOLEN INDUSTRIES IS MENTIONED AS UNDER: Strengths: S represents attributes that are helpful to achieving the objective.

The strength of M.L. Woolen Industries is work accuracy They fulfill their order at time. Working capacity & High quality product Latest mechanized machinery Focus on customer requirement &preference

Weaknesses: W represents attributes that are harmful to achieving the objective.

Lack of availability of man-power Small market share Less promotional activities

Opportunities: O represents external conditions those are helpful to achieving the objective. Organization can capture new market segments around the state Organization can reduce the cost by proper utilization of resources Organization can hire more well-educated and experienced person Threats: T represents external conditions that are harmful to achieving the objective. New entry of competitors Buyer needs/demands changes Change in government policies Scarcity of labour

67

CONCLUSION
Growing economy has made Indian consumers more prosperous. We have concluded from the above study that the individuals are moving towards manufacturer & supplier rather than local retailers. It is not that people are ignoring local retailers large number of total population still demands local retailer. we have come to realize that high customer satisfaction does not assure continued customer preference. Satisfaction research over the past fifteen years demonstrates that high satisfaction scores, while a measure of corporate performance on a set of important criteria, do not adequately explain the composition of preference formation and therefore often serve as insufficient predictors of sustained preference or what is normally referred to as customer loyalty. John McKean, in an excellent book, Customers are People The Human Touch thinks of the organization-customer interaction as a series of cascading touch points. Those touch points comprise the customer environment and it is through interacting with that environment that customer preference is formed. It is very tough job for HR department to ensure customer satisfaction among customer. Customer will not be just happy with offers, schemes, quantity etc .They also want a constant feeling of well being, better demand & having goods with reasonable price & it must fulfill their satisfaction. From the previous chapter data we can conclude that most of the customers are satisfied with the following factor: availability of product on time, after sales services, customer satisfaction level, benefit from the company, product quality, innovative products & technology, schemes & offers, satisfaction level with external environment, changes applied in product, customer satisfaction level with communication etc. Thus the overall customer satisfaction at M. L. Woolen Industries very high. The customer at M. L. Woolen Industries get satisfied their requirement and having reliability toward the companys image and future of the organization.

68

RECOMMENDATION AND SUGGESTIONS

After the conclusion on customer preference, we come to define some facts based on questionnaire & interviews. This may help the company to increase the satisfaction level of the customer. Customer preference is an important criterion in Woolen industry. The study conducted to investigate the interdependence of these variables has led to findings and conclusions as presented in the preceding chapters. Based on those findings the following suggestions have been made. The company should enhance their contacts by establish their branches in different areas & spread their business through online advertisement. In addition to that they should look for new customer also. New technique and innovative product should be placed in market so that the customer would be able to buy new one. Manufacturer should recognize that the customer always buy the thing which was in trend. Merely sale a product is not the only responsibility of supplier, they should satisfied their need after the sale of a product. Hence he/ she feels happy and always willing to purchased from our company. We should adopt modern technology which is highly competitive. Organization may consider for arranging transportation facilities to customer for bulky things. Beside these they should provide offers and scheme and sold them reasonable goods. A healthy communication environment is always established in market so that a supplier would be able to sort out customers problems. As we know that customer is king of market. He/ she buy goods on behalf of their income level. So we always keep in mind one thing produced such product that can be purchased by both rich and middle man. We should also provide wide range of the product so that they choose required product.

69

ANNEXURE
Dear Sir/Madam, I, Gaurav Sharma, a student of BBA IIIrd Year, Engineering College Bikaner, in connection with my project, request you to kindly spare a few minutes out of your precious time & fill up the following questionnaire. It is only for academic purpose & the answers shall be kept confidential. 1. 2. 3. 4. Name Age Gender Contact No : : : :

M / F

Please rate the following questions on the scale of 1 To 3 1. Satisfied 2. Average 3. Not satisfied Ques1: Does customer satisfaction depend on time, quality? Ans: 1. 2. 3.

Ques2: Do you prefer online trading? Ans: 1. 2. 3.

Ques3: Do you prefer off line trading? Ans: 1. 2. 3.

Ques.4 How satisfied are you with the product you receive? Ans: 1. 2. 3.

Ques.5 How satisfied are you with availability of the product at time? Ans: 1. 2. 3.

70

Ques.6. How satisfied are you with the communication with organization? Ans: 1. 2. 3.

Ques.7. How satisfied are you with the change level provided in product by the organization? Ans: 1. 2. 3.

Ques.8. How satisfied are you with the benefits (schemes & offers) you receive from the organization? Ans: 1. 2. 3.

Ques.9.How satisfied are you with the culture of the organization? Ans: 1. 2. 3.

Ques.10. How satisfied are you with the external environment of the organization? Ans: 1. 2. 3.

Ques.11. How satisfied are you with the services provided by the organization after sale? Ans: 1. 2. 3.

Ques.12. How satisfied are you with the innovative product/technology applied by the organization? Ans: 1. 2. 3.

Ques.13. How satisfied are you with the reliability of the company? Ans: 1. 2. 3.

Ques.14. How satisfied are you with the ranges & alternative products? Ans: 1. 2. 3.

Ques.15. How satisfied are you with the product quality, quantity, cost etc. from organization? Ans: 1. 2. 3.

71

Ques.16. Do you prefer trading with the M. L. Woolen Industries? Ans: 1. 2. 3.

Ques.17. Does the service and offer provided by company affect your purchasing? Ans: 1. 2. 3.

Ques.18. How long have you been making your purchases from M. L. Woolen Industries? Ans: 1. 2. 3.

72

BIBLIOGRAPHY
Books:
Kotler, Philip (2003), Marketing Management (11th Edition), Pearson Education (Singapore) Pvt. Ltd., New Delhi Sheriekar, S. A. (2000), Marketing Management (12th Edition), Himalaya Publishing House, Bombay Blackwell Roget, Miniard, Paul & Engel, James, Consumer Behaviour, Thomson Learning, New Delhi Marder, Eric The Laws of ChoicePredicting Customer Behavior (1997) The Free Press division of Simon and Schuster

Magazine/Journal:
Indian Journal of Marketing, Volume XXX 111 (2004)

Internet/Websites:
www.google.com www.scribd.com www.wikipedia.com

73