Naveed Market Segmentation Ready With Borders Fully Done

LIST OF TABLES ANALYSIS OF DEALERS
SI. No. 1. 2. 3. 4. Title Table showing perception of the dealer about the fabric Table showing order time or taken by the dealer to order the fabric Table showing the material the dealer would purchase the most Table showing the convincing factor that influenced the dealer to take up the fabric 5. Table showing the purchase of the fabric in accordence with price and age group
6.
Table showing the purchase of the various fabric with respect to the age group
7.
Table showing the bifurcation of the customers in accordance with the class they belong to
8 9 10 11 12 13 14 15 16
Table showing the various customers from various profession who buy the fabrics Table showing the background of the customer. Table showing the ranking provided by the various fabric brands Table showing the level of satisfaction of the service o f r& t Table showing the awareness of the campaign of r& t Table showing the season sales of the worsted fabrics Table showing the reason for taking up of the dealership of r & t Table showing the major focus of the customer on the purchase of the fabric Table showing the purchase decision & priorities of the customer
Growth of Reid & Taylor through Market Segmentation
ANALYSIS FOR CUSTOMERS
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Table showing the purpose or reason for buying reid and taylor fabrics Table showing the fabric ranking by the customers Table showing brand association of reid and taylor Table showing the purchase trend of reid and taylor fabric Table showing the purpose for the purchase Table showing the time of purchase of worsted fabric Table showing the visit to the shop Table showing perception on quality of the fabric Table showing perception of reid and taylor fabric price Table showing the sources which let you known about reid and taylor Table showing the availability of the fabric Table showing the price range purchase of different fabrics category Table showing the purchase of the suitings Table showing the point of purchase Table showing the purchase decision parameters
CONTENTS
SL.NO CHAPTER NAME PAGENO CHAPTER-I CHAPTER-II INTRODUCTION A BRIEF PROFILE ABOUTSKUMARS PVT LTD CHAPTER-III THEORITICAL ASPECTS REGARDING MARKET SEGMENTATION CHAPTER-IV MARKET SEGMENTA TION IN REID & TAYLOR-AN ANALYSIS CHAPTER-V
SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION BIBILOGRAPHY ANNEXURES: QUESTIONNAIRE
INTRODUCTION
CHAPTER-I INTRODUCTION
To compete successfully in the fast-changing and challenging global markets of the twenty-first century, business and technology firms (large and small) should use segmentation techniques and strategies to find their competitive advantage. Relevant market selection options are differentiation, concentration, and atomization.
Market differentiation means that the firm designs two or more marketing strategies to serve designated segments based on differing customer characteristics and needs. Concentrated marketers recognize the diversity of the marketplace but choose to attack a single target market opportunitythis is generally cost efficient and enables management to focus on what they do best. An atomization approach develops individualized marketing programs for each key prospect or customer although costly, this strategy may prove very successful. Also, do not forget the value of niche marketing in your segmentation planning.
segmentation-driven
marketing
strategy helps
companies
design
responsive
products, develop effective promotional tactics and campaigns, gauge competitive and fine-tune current marketing initiatives. In spite of numerous - benefits, marketers must also recognize that segmentation strategy is generally more costly than mass marketing and necessitates a major commitment by management implementation, and control. to customer-oriented planning, research,
OBJECTIVE OF STUDY:
To have a better understanding off fie market of Reid &Taylor To know various tools of analysis for knowing the market To understand the vital aspects of market segmentation. To enhance the various aspects involved in segmentation and highlighting them. To evaluate the segmentation strategy adopted by Reid & Taylor. To compare the performance of Reid & Taylor in different segments. To identify the strengths and weakness and to suggest measures to overcome them.
METHODOLGY OF THE STUDY
The study comprised of data collection from various sources can be broadly categorized as
Primary sources This data is collected from the questionnaire prepared by me on the : rections of my external guide, where in the customers, retailers & wholesalers ~ m Bangalore & Mysore are being involved for a study. The information from study. Secondary source 1. Web sites 2. Journals magazines 3. News paper :he above three play a vital role for my
SCOPE OF THE STUDY:
The study is undertaken to know the market segmentation provided by the company. The data collected & interpreted will be useful for the company in many ways. The study provides an clear insight upon market segmentation, better monitoring, etc, by this the company can have an clear cut idea about its market.
STATEMENT OF THE PROBLEM:
The growth and success of the organization depends upon its market segmentation adopted so it is essential to make the study more competent and effective in nature. As Reid & Taylor is performing better in the market in the recent days it is necessary for the company to have an feedback report from the from the dealers, customers, and retailers. So the study aims to find out how far the segmented market of Reid & Taylor is performing. LIMITATIONS OF THE STUDY: The study is limited to the sample size of 75customers and 35 dealers. A bigger sample could have made the study more valid; this was mainly due to less availability of time. The respondents from the customer and dealers are feared to be slightly prejugist as I found the respondents not fully opening up.a bogger sample size would have addressed to this for an reasonable extent.
COMPANY PROFILE
ABOUT REID AND TAYLOR
The S. Kumars Group is an Indian conglomerate with interests in textiles, apparels, energy, ecommerce, ITES, leisure and retailing sectors. The flagship company of the group, S. Kumars Nationwide Limited or SKNL (BSE: 700010, NSE: SKUMARSYNF), manufactures and markets the famous Reid & Taylor brand in India. SKNL was formerly known as S. Kumars Synfabs Ltd. History he S. Kumars Group was established in 1948 by Abhayakumar Kasliwal and Shambhukumar Kasliwal, who built a textile distribution network, and followed it with textile manufacturing.[2] On 28 September 1990, S Kumars was incorporated as a private limited company, and became a deemed Public Company with effect from 28 February 1991. It became a Public Company on 7 July 1992. The company then transformed to SKNL (S. kumars Nationwide Limited). SKNL is one of Indias leading textile and apparel company with expertise in multi-fiber manufacturing. The company has extended its presence in multiple product categories from Fabrics to Apparels and Home Textiles. Brands and subsidiaries Textiles and apparel S. Kumars has set up a texturising and twisting plant at Pithampur in Madhya Pradesh. In 1997, S. Kumars acquired a spinning-cum-weaving unit near Dewas (Madhya Pradesh), from Standard Industries Limited. In 1998, S. Kumars entered into a collaboration with Reid & Taylor of Scotland for manufacturing and marketing the Reid & Taylor worsted suiting in India. In 2006, SKNL launched "Carmichael House", a complete range of home linen products and accessories.[3] In 2006, SKNL launched "Belmonte", a youth menswear brand that had both fabric and ready-towear garments under one label. It cliams to be India's only youth brand to offer "Total Wardrobe Solutions" - Fabric, Apparel and accessories.
In 2007, the prestige clothing brand Stephens Brothers was licensed to SKNL in India. It was launched in December 2007, to introduce the English cut & style to Indian consumer. The brand is now owned by the UK Group Austin Reed. [edit]Other sectors In 1988, S. Kumars established a two-wheeler tyres and tubes manufacturing facility at Pithampur in Madhya Pradesh. It also entered into an alliance with Apollo Tyres, for marketing and growth. The Maheshwar Hydro Electric Project, located at Mandleshwar in Madhya Pradesh was awarded to S. Kumars Group in 2001, on "build, own and operate" basis. However this project is still to be completed. The project became controversial due to non-payment on various occasions by S. Kumars.[citation needed] Landmarc Leisure Corporation Limited was established as S. Kumars' leisure and entertainment business arm. It was originally found to set up a chain of family entertainment centers across India, the first two being launched in Worli (Mumbai) and Indore. In 2001, S. Kumars launched S-MAART, a department store in Landmarc Citi, Worli. In 2002, Landmarc Leisure Corporation decided to develop its leisure brand under two entities: Landmarc (family entertainment centers) and Mikanos (nightclubs).[4] S. Kumars Online Ltd. (SKOL) was set up as the e-commerce arm of the S. Kumars Group, while Induj Infotech Ltd. was set up as its ITESarm. In 2009, Company has acquired assets of Hartmarx Corporation, a well-known company in American and European markets. [edit]Organization SKNL businesses are divided into product-specific Strategic Business Units (SBUs): Consumer Textiles, Home Textiles, Worsted Suitings, Ready to Wear and High Value Fine Cotton (HVFC). Each of these SBUs is headed by an Executive Director, Chief Executive Officer or a Chief Operating Officer. The corporate activities related to finance, planning, research, publicity, marketing, human resources etc. are centralized.
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Consumer Textiles

Belmonte (Fabrics) Uniformity by Belmonte (Uniform fabric) S.Kumars (Work wear fabric)
Home Textiles

Carmichael House (Premium) Benetton ( Super Premium)
Ready to Wear (TWS)
Belmonte (Mid-Premium)
Baruche Superfine Cottons
To be launched
[edit]Reid & Taylor (India) Limited S. Kumars acquired rights for manufacturing and marketing the Reid & Taylor worsted suiting in India in 1998. Reid & Taylor was originally started by a Scottish man named Alexander Reid in the 1830s. The concern, financed by Joseph Taylor, went on to become a notable worsted suiting brand. S. Kumars set up a luxury suiting plant at Mysore in 1998 for Reid & Taylor (India) Ltd. The brand has been endorsed by India's notable film actor, Amitabh Bachchan. In 2008, 24.5% stake in Reid & Taylor was acquired by an affiliate of GIC Special Investments for Rs 900 crore.[5] Luxury Textiles
Reid & Taylor (Luxury Suitings)
Ready to Wear

Reid & Taylor ( Premium) Stephens Brothers ( Super Premium)
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LITERATURE REVIEW
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A marketing term referring to the aggregating of prospective buyers into groups (segments) that have common needs and will respond similarly to a marketing action. Market segmentation enables companies to target different categories of consumers who perceive the full value of certain products and services differently from one another. Generally three criteria can be used to identify different market segments: 1) Homogeneity (common needs within segment) 2) Distinction (unique from other groups) 3) Reaction (similar response to market)
A market segment is a classification of potential private or corporate customers by one or more characteristics, in order to identify groups of customers, which have similar needs and demand similar products and/or services concerning the recognized qualities of these products, e.g. functionality, price, design, etc. An ideal market segment meets all of the following criteria:
It is internally homogeneous (potential customers in the same segment prefer the same product qualities).
It is externally heterogeneous (potential customers from different segments have basically different quality preferences).
It responds similarly to a market stimulus. It can be cost-efficiently reached by market intervention.
The term segmentation is also used when customers with identical product and/or service needs are divided up into groups so they can be charged different amounts for the services. A customer is allocated to one market segment by the customers individual characteristics. Often cluster analysis and other statistical methods are used to figure out those characteristics, which lead to internally homogeneous and externally heterogeneous market segments. Examples of characteristics used for segmentation:

Gender Price
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Interests Location Religion Income Size of Household
While there may be theoretically 'ideal' market segments, in reality every organization engaged in a market will develop different ways of imagining market segments, and create Product differentiation strategies to exploit these segments. The market segmentation and corresponding product differentiation strategy can give a firm a temporary commercial advantage. Criteria for Segmenting Homogenity (within a segment)

similar responses to marketing mix similar segmenting dimensions
Heterogenity (between segments)

different responses to marketing mix different segmenting dimensions
Substantial
segment is big enough to be profitable
Operational

useful for identifying customers useful in deciding on marketing mix
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Basis for segmenting consumer markets Geographic segmentation The market is segmented according to geographic criteria- nations, states, regions, countries, cities, neighborhoods, or zip codes. Geo-cluster approach combines demographic data with geographic data to create a more accurate profile of specific [1] Demographic Segmentation Demographic segmentation consists of dividing the market into groups based on variables such as age, gender, family size, income, occupation, education, religion, race and nationality. As you might expect, demographic segmentation variables are amongst the most popular bases for segmenting customer groups. This is partly because customer wants are closely linked to variables such as income and age. Also, for practical reasons, there is often much more data available to help with the demographic segmentation process. Psychographic Segmentation Psychographics is the science of using psychology and demographics to better understand consumers. Psychographic segmentation: consumer are divided according to their lifestyle, personality, values. People within the same demographic group can exhibit very different psychographic profiles Positive" market seg.mentation Market segmenting is dividing the market into groups of individual markets with similar wants or needs that a company divides into distinct groups which have distinct needs, wants, behavior or which might want different products & services. Broadly, markets can be divided according to a number of general criteria, such as by industry or public versus private. Although industrial market segmentation is quite different from consumer market segmentation, both have similar objectives. All of these methods of segmentation are merely proxies for true segments, which don't always fit into convenient demographic boundaries. Consumer-based market segmentation can be performed on a product specific basis, to provide a close match between specific products and individuals. However, a number of generic market
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segment systems also exist, e.g. the system provides a broad segmentation of the population of the United States based on the statistical analysis of household and geodemographic data. The process of segmentation is distinct from positioning (designing an appropriate marketing mix for each segment). The overall intent is to identify groups of similar customers and potential customers; to prioritize the groups to address; to understand their behavior; and to respond with appropriate marketing strategies that satisfy the different preferences of each chosen segment. Revenues are thus improved. Improved segmentation can lead to significantly improved marketing effectiveness. Distinct segments can have different industry structures and thus have higher or lower attractiveness Once a market segment has been identified (via segmentation), and targeted (in which the viability of servicing the market intended), the segment is then subject to positioning. Positioning involves ascertaining how a product or a company is perceived in the minds of consumers. This part of the segmentation process consists of drawing up a perceptual map, which highlights rival goods within one's industry according to perceived quality and price. After the perceptual map has been devised, a firm would consider the marketing communications mix best suited to the product in question. Behavioral Segmentation In behavioral segmentation, consumers are divided into groups according to their knowledge of, attitude towards, use of or response to a product. Occasions segmentation according to occasions.we segment the market according to the occasions. Benefits Segmentations according to benefits sought by the consumer. Using Segmentation in Customer Retention The basic approach to retention-based segmentation is that a company tags each of its active customers with 3 values:
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Tag #1: Is this customer at high risk of canceling the company's service? One of the most common indicators of high-risk customers is a drop off in usage of the company's service. For example, in the credit card industry this could be signaled through a customer's decline in spending on his or her card. Tag #2: Is this customer worth retaining? This determination boils down to whether the postretention profit generated from the customer is predicted to be greater than the cost incurred to retain the customer. Managing Customers as Investments. Tag #3: What retention tactics should be used to retain this customer? For customers who are deemed save-worthy, its essential for the company to know which save tactics are most likely to be successful. Tactics commonly used range from providing special customer discounts to sending customers communications that reinforce the value proposition of the given service. Process for tagging customers The basic approach to tagging customers is to utilize historical retention data to make predictions about active customers regarding:

Whether they are at high risk of canceling their service Whether they are profitable to retain What retention tactics are likely to be most effective
The idea is to match up active customers with customers from historic retention data who share similar attributes. Using the theory that birds of a feather flock together, the approach is based on the assumption that active customers will have similar retention outcomes as those of their comparable predecessor. Niche Marketing A niche is a more narrowly defined customer group who seek a distinct set of benefits. dentified by dividing a segment into subsegments,distinct and unique set of needs,requires speciallization, and is not likely to attract too many competitors. Local Marketing Marketing programs tailored to the needs of local customer groups.
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Price Discrimination Where a monopoly exists, the price of a product is likely to be higher than in a competitive market and the quantity sold less, generatingmonopoly profits for the seller. These profits can be increased further if the market can be segmented with different prices charged to different segments charging higher prices to those segments willing and able to pay more and charging less to those whose demand is price elastic. The price discriminator might need to create rate fences that will prevent members of a higher price segment from purchasing at the prices available to members of a lower price segment. This behavior is rational on the part of the monopolist, but is often seen by competitionauthorities as an abuse of a monopoly position, whether or not the monopoly itself is sanctioned. Examples of this exist in the transport industry (a plane or train journey to a particular destination at a particular time is a practical monopoly) where business class customers who can afford to pay may be charged prices many times higher than economy class customers for essentially the same service. Algorithms and Approaches Any discrete variable is a segmentation. For instance, customers might be segmented by gender ('Male' or 'Female') or attitudes ('progressive' or 'conservative'). Numeric variables may be discretized to become segmentations, such as age ("<30" or ">=30") or income ("The 99% (AGI<US $300,000)" vs "The 1% (AGI >= US $300,000)"). Segmentations can be obtained by any number of approaches. Minimally, an existing discrete variable may be chosen as a segmentation, also called "a priori" segmentation. At the other extreme, a research project may be commissioned to collect data on many attributes and use statistical analyses to derive a segmentation, also called "post-hoc" segmentation. In between, qualitative knowledge of the market based on experience may be used to identify divisions that are likely to be useful. Common statistical techniques for segmentation analysis include:

Clustering algorithms such as K-means or other Cluster analysis Statistical mixture models such as Latent Class Analysis Ensemble approaches such as Random Forests
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Latent class analysis and k-means analysis may be viewed as identifying new variables that maximize the sum of mutual informationbetween the segmentation variable and a set of basis variables The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your offering. If done properly this will help to insure the highest return for your marketing/sales expenditures. Depending on whether you are selling your offering to individual consumers or a business, there are definite differences in what you will consider when defining market segments.
Category of Need The first thing you can establish is a category of need that your offering satisfies. The following classifications may help.
For businesses:
Strategic - your offering is in some way important to the enterprise mission, objectives and operational oversight. For example, a service that helped evaluate capital investment opportunities would fall into this domain of influence. The purchase decision for this category of offering will be made by the prospect's top level executive management.
Operations - your offering affects the general operating policies and procedures. Examples might be, an employee insurance plan or a corporate wide communications system. This purchase decision will be made by the prospect's top level operations management.
Functional - your offering deals with a specific function within the enterprise such as data processing, accounting, human resources, plant maintenance, engineering design, manufacturing, inventory control, etc. This is the most likely domain for a product or service, but you must recognize that the other domains may also get involved if the purchase of the product or service becomes a high profile decision. This purchase decision will be made by the prospect's functional management.
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For the individual consumer:
Social Esteem or Pleasure - your offering satisfies a purely emotional need in the consumer. Examples are a mink coat or a diamond ring. There are some products that are on the boundary between this category and the Functional category such as a Rolex watch (a Timex would satisfy the functional requirement and probably keep time just as well).
Functional - your offering meets a functional requirement of the consumer such as a broom, breakfast cereal or lawnmower.
Segmentation
of
Needs
Then you should establish what the need is and who is most likely to experience that need. Your segmentation will be determined by a match between the benefits offered by your offering and the need of the prospect. Some "need" categories for segmentation include:

Reduction in expenses Prospects might be businesses that are downsizing (right sizing), businesses that have products in the mature stage of their life cycle or individuals with credit rating problems.
Improved cash flow Prospects might be businesses that have traditionally low profit margins, businesses that have traditionally high inventory costs or individuals that live in expensive urban areas.
Improved productivity Prospects might be businesses that have traditionally low profit margins, Businesses that have recently experienced depressed earnings or individuals with large families.
Improved manufacturing quality Prospects might be businesses with complex, multi-discipline manufacturing processes. Improved service delivery Prospects might be service businesses in highly competitive markets, product businesses requiring considerable post-sale support or individuals in remote or rural areas.
Improved employee working conditions/benefits Prospects might be businesses where potential employees are in short supply. Improvement in market share/competitive position
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Prospects might be new entrants to a competitive market. Need for education Prospects might be businesses or individuals looking for books on business planning, or seminars on Total Quality Management.
Involvement with social trends Prospects might be businesses concerned with environmental protection, employee security, etc. or individuals who believe in say 'no' to drugs, anti-crime, etc.
Specific - relating to product/service characteristics Prospects might be businesses or individuals interested in safety, security, economy, comfort, speed, quality, durability, etc.
Factors that segment prospects Having determined the more general segmentation characteristics you can proceed to a more detailed analysis of the market. There are literally thousands of ways to segment a market, but the following are some of the more typical segmentation categories.
For businesses:

Industry by SIC code This is especially beneficial for vertical market offerings. Size - revenues, # employees, # locations In general if you are offering is highly sophisticated, requires significant resources or provides greater value based on volume, then the target should be the larger enterprises.
Job position/responsibility Examples of offerings might be planning software for managers or cleaning agents for maintenance managers.
Climate Examples of offerings might be dehumidifiers in areas near the ocean or snow plows in northern areas.
Time related factors Some services in this category are vacation related industries in summer and tax planners in the spring.
Language
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An example of a language specific service is a Spanish TV channel. Status in the industry You might want to target businesses that are the technology leader or revenue leader or employee satisfaction leader, etc.
Accessibility To minimize promotion and sales expense you may want to target urban rather than rural or local rather than national prospects.
Future potential A good example is how Apple Computer supplied products to schools at all levels to condition students graduating into the marketplace.
Ability to make a quick purchase decision Targeting individual purchasers versus business committees can significantly reduce marketing expense and increase the probability of a quick close.
Access (or lack of access) to competitive offerings Cable TV business's significant investment in their service delivery system has allowed a near monopoly for some time. IBM's service reputation insured minimal competition during the mainframe days.
Need for customization Offerings such as police cars, busses for municipalities and specialized computer systems fall into this category.
Product or service application to a business function Examples are data processing, accounting, human resources and plant maintenance.
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For Individual Consumers:
Physical Size Offerings might be big men's clothing, golf clubs for shorter players, etc. Creation of or response to a fad Examples are hula hoops, Jurassic Park T-shirts, pet rock, physical fitness, etc. Geographic location Marketers take advantage of location by selling suntan lotion in Hawaii, fur coats in Alaska, etc.
Time related factors You may be able to target vacationers in summer, impulse buyers during the holidays or commuters at 7AM.
Demographics/culture/religion Ethnic products would fall into this category. Gender Product examples are scarves for women, ties for men, etc. Age Product examples are toys for children, jewelry for women, etc. Social status This could include country club memberships, philanthropic contributions, etc. Education Product and service examples are encyclopedias, scientific calculators, learning to read tools and financial counseling.
Avocation This could include products for hunting, fishing, golf, art work, knitting, etc. Special Interests You could target cat lovers, science fiction readers, jazz music collectors, etc. Accessibility
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Because the individual is more difficult to reach you may want to segment by urban versus rural, train commuters, people who read Wall Street Journal, etc.
Access (or lack of access) to competitive offerings Due to high investment capital requirements or timing of market entry you may be able to capture a significant market share in a specific geographical area. Examples might be a trash service, emergency medical support, etc.
Need for specific information Based on features or content of your offering you can target a market segment. A product might be books on how to start a business or a service might be seminars on how to quit smoking.
Need for customization Product/service examples are home decoration, fashion wear, personal portraits, etc. Need for quality, durability, etc. Product examples are mountain climbing gear, carpenter's tools, etc. Degree of a product/service ingredient Segmentation based on prospect preferences is common. An example is dark chocolate for some tastes, light chocolate for others.
Purchase decision influencers Once you have isolated a specific segment of the market on which to focus, then you can consider more subtle influences on the purchase decision. Some of these are:
Preference for channel of distribution Many prospects prefer to buy through a specific distributor or wholesaler. For individuals this may be due to subtle, as well as, economic reasons. For example, an individual prospect may immediately think of Wal-Mart or Home Depot when considering an offering like yours. A business often has a preference so they can have a single communication point for all purchases
When selling to consumers or businesses, the more individuals or groups involved in the purchase decision, the more difficult the sale. Marketing costs for selling bread can stay low because one person normally makes the purchase decision. Car purchases are more complex because the purchase decision normally involves a husband and wife. Business sales to committees often require months to achieve a decision.
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Financial strength of the prospect Less affluent prospects may desire time payments versus a cash purchase and Chevrolets instead of Cadillacs.
Quantity/volume requirements Restaurants will want large jars of pickles while individuals want small jars. Businesses use large amounts of electricity at predictable times.
Ability to use the offering Trying to sell to a prospect who lacks either the knowledge or resources to properly benefit from your offering will result in a 'no sale' situation or an unhappy customer. The prospect should have knowledge and resources such as time, equipment, facilities, personnel and complementary products/services.
Commitment required If the offering requires a high commitment in terms of time, resources or money by the customer then the target should be prospects who 'really need' the offering rather than prospects who get some, but not a lot, of benefits.
Brand awareness/users Examples are prospects who ask for IBM compatible PC's or Pitney Bowes mailing machines or Winnebago R.V.s
Attitude toward a personality or enterprise Reputation helps sell AT&T long distance service, IBM computers, Michael Jordan tennis shoes, etc.
Attitude toward price versus value For example, purchasers of collectors items aren't price sensitive while purchasers of commodity items are price sensitive.
Experience with other products/services your enterprise has offered You are looking for a reaction like "I liked your first product so I'll try your second." Prospect bias Examples are, 'Buy USA', I want a car with a 'solid' feel, fast cars, sweet wines,large print playing cards, etc.
Affiliation with other organizations
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Such as the U.S. Chamber of Commerce, AMA, IEEE, doctors, attorneys, pastors, franchisors, entrepreneurs, etc.
After sale support expectations It is often beneficial to target prospects who have enough expertise that they will require a minimum of after sale support.
Seller
Characteristics
that
can
influence
purchase
decision:
Another form of influence is how the prospect perceives your offering and/or enterprise. If you can determine the characteristics your prospects most value in an enterprise they purchase from, you can identify those your organization possesses and promote them to the prospect.

Unique employee skills, knowledge Extensive experience with a specific market segment or field of scientific inquiry can be a powerful promotional tool. For example if an enterprise could sat, "Our scientists knows more about corn silk genetic structures than anyone in the world" they would have a strong sales statement.
Special relationships with distribution channels Product or service accessibility is a critical factor in sales success. If an enterprise could say, "Due to a unique relationship, the XYZ video stores give us more shelf space than any competitor" prospects will likely respond positively.
Customer service capabilities Prospects like to know that they can depend on post sale support from the product or service provider. A statement like, "We have more service outlets in New Hampshire than any competitor" will help secure sales.
Unique product forms Credible uniqueness such as, "Our product is the only one that offers dynamic digiwhirling" is appealing to the market.
Manufacturing expertise The market is always interested in purchasing from the "best". If an enterprise can confidently state, "We are the only enterprise that can manufacture molecular engineered widgets", they have created an image of being the "best".
Longevity
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Reliability is important. A statement like, "We have been in business for 50 years, so you can count on us to be there when you need us" is usually a strong selling point.
Purchase Decision Makers Finally, a point to consider is, given the characteristics of your offering, what type of decision maker will most likely be interested in purchasing from you. It may be beneficial to rank your prospects based on the following classifications. While you may not be able to make this classification of the prospect prior to the first contact, if your sales personnel are sensitive to these characteristics it can strongly influence your sales strategy.
Ultra Conservative - don't rock the boat, whatever they purchase must be consistent with their current way of doing things.
They are most likely interested in products/services that are improvements to existing offerings rather than something new.
Once established as a customer they are seldom inclined to review alternatives. Very negative to technically complex offerings or offerings requiring extensive user education.
Cost effective offerings are only of interest if they don't disturb the status quo. They are likely to react positively to any volume purchasing opportunities.
Conservatives - are willing to change, but only in small increments and only in a very cost effective manner.
Will consider new products/services but only if related concept has been proven to be effective. More likely to purchase improvements to existing offerings.
Will probably want to review competitive offerings, but will gravitate to best known offering with lowest risk decision.
Negative to neutral when considering technically complex offerings or offerings requiring extensive user education.
Strongly influenced by cost effective offerings and/or 'best price' opportunities
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Liberals - regularly looking for new solutions, willing to make change (even major change) if the benefit can be shown.
Will usually consider new products/services even if the related concept has not yet been proven to be effective, but only if the potential benefits can be specified and understood.
Wants offerings that make effective use of technology, but is not interested in offerings just because they use a certain technology.
Will always want to review competitive offerings, but will usually choose the one offering the greatest benefit, even if there is some risk involved.
Neutral to positive when considering technically complex offerings or offerings requiring extensive user education.
Usually concerned with keeping employees informed and educated, so will often consider educational offerings.
Strongly influenced by offerings that most closely deliver the 'end results' desired, even if they are not the most cost effective.
Often are on social trend bandwagons so react positively to offerings that address these needs.
Technical Liberals - enamored with the benefits provided by high tech solutions and any purchase decision will be biased by the technical content of the offering.
Usually consider new products/services even if the related concept has not yet been proven to be effective.
Often consider just because they use a certain technology. Will always want to review competitive offerings, but will usually choose the one offering the most hi-tech features, even if there is some risk involved.
Consider themselves technically competent and will expect leading edge use of technology.
Positive to fanatic when considering technically complex offerings even when requiring extensive user education.
Conversion costs usually not a major concern if technical benefits are there.
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Not particularly concerned with keeping employees informed and educated, so educational offerings are not of great interest.
Strongly influenced by offerings that most closely deliver the 'end results' desired, even if they are not the most cost effective.
Self Helpers - consistently defines/designs solutions to their problems, likes to acquire tools that help in the innovation process.
Will usually consider new products/services, but the related concept must have been proven to be effective.
Often consider just because they use a certain technology that is relevant to the development program they have underway.
Will always want to review competitive offerings, but will usually choose the one offering the most effective 'do it yourself' features.
Usually consider themselves technically competent and will expect very effective use of proven technology.
Not especially inclined toward technically complex offerings, would rather have user friendly, but thought provoking, offerings.
Conversion costs usually not a major concern if offering promises potential for innovation.
Usually concerned with keeping employees informed and educated, so educational offerings are of interest.
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DATA ANALYSIS AND INTERPRETATION
ANALYSIS OF DEALERS AND ANALYSIS OF CUSTOMERS
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ANALYSIS OF DEALERS
NOTE: we had earlier given the questionnaire to the respondents in,DEALERS, mysore. so after they filled up the questionnaire we grouped it under microsoft excel and started to analyze them. now coming on to each question individually we have the following interpretations to be made: the analysis is based on the questionnaire provided to the customers in mysore city the sample size taken for the study 50 repondents
Table -1
Table showing the perception of the dealer about the fabric
Opinion EXCELLENT VERY GOOD GOOD AVERAGE No of respondents 12 28 10 0
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No of respondents
0
10
12
EXCELLENT VERY GOOD GOOD AVERAGE
28
Interpretation for the above table and chart-1
Interpretation The response above shows that, 80% respondents out of the 28 have a very good perception about the Reid & Taylor fabrics. The reason for this perception may be due to the quality, shade range, design range or may be due to the competitive cost. This clearly unfolds as the other results are analyzed and interpreted.
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Table -2 Table showing the order time taken by the dealer to order the fabric
Opinion Once in a week Once a month Once a fortnight quaterly No of respondents 2 30 10 8
No of respondents
8 2
Once in a week Once a month 10 Once a fortnight quaterly 30
33
While 60% out of the 30 respondents place their order once a month, only 24% purchase once a fortnight and 9% once a quarter 7% in once a week. The reason for placing orders may be due to the following factors: Order quantity is high The fabric is being slow moving Credit terms could be unfriendly May be due to the distance.
34
Table -3
Table showing the material dealer most purchases

Materials Terry wool 100%cotton Terry cotton Cotton mix Wool 100% No of respondents 3 15 28 0 04
No of respondents
0 4 3
15
Terry wool 100%cotton Terry cotton Cotton mix Wool 100%
28
35
This table tends to show, about the movement of the fabric in the material most preferred by the dealers. This tends to explain us which material the respondents provide most to their customers. Amongst the 28 respondents, 51% of the respondents are of the opinion that the purchase of the material most is terry cotton. Only 15 of the respondents are of the opinion that they purchase material with 100% wool is being mainly for the suits, jackets and safaris. 9% and 34% respondents respectively are of the opinion that they purchase. Terry wool and 100% cotton materials. Through this we can arrive at the conclusion that terry cotton is being fast moving in the market.
36
Table -4 Table showing the convincing factor that influenced the dealer to take up the fabric
Convincing factor Cost Durability Design Shade quality No of respondents 3 6 4 2 35
No of respondents
3 6 Cost 4 Durability Design 2 Shade quality 35
37
This table mainly deals with the factors that impressed the dealers to take up the fabric dealership. 51% out of the 35 respondents were of the opinion that the quality of the fabric provided by the Reid and Taylor is good which made them to take up the dealership. In their opinion the todays customers mostly see the fabrics quality rather than any other factors. 17% , 20% and 6% of the respondents respectively are of the opinion that they consider on the durability, design at the time of purchase, by their customers, and 2 are of the durability, design at the time of purchase, by their customers, and 2 are of the opinion that when the cost is high then they believe that it is obvious that then the other factors of the product will also be good.
38
Table -5
Table showing the purchase of the fabric in accordance with the price and age group
price ranges age group 18-25 26-35 35-60 60& above 500-700 10 0 0 0 701-1200 0 25 5 0 1201-2000 2 5 2 0 2000-3000 0 0 1 0 & above 0 0 0 0
25
20
15
18-25 26-35
10
35-60 60& above
0 500-700 701-1200 1201-2000 price ranges 2000-3000 & above
39

This table mainly concentrates upon the price range of the fabrics and which age group people prefer the most at buying in various price ranges. The various price range in the age group of 1825. According to the dealers the customers buy with in the range of 500-700 and 1201-2000. These persons according to the dealers lie in the income group of middle ones and youngsters.
According to the dealer in between the age group of 26-35, the customers of the dealers buy the fabrics from the price range of 701-1200 and 1201-2000 amongst these the values provided by the dealers in 25 and 5 respectively. Mostly according to the dealers these people to the higher middle-income group.
In the next stage when we come on to the age group of between 35-60. They believe and opting for the price range between 701-1200, 1201-2000 and 2000-3000. The figure provided in this price range by the dealers is 5, 2,1 and I respectively and most of the persons from their age group and the price range lie in the higher income group. Refer (reference tables)
40
TABLE -6 The table showing the purchase of the various fabric with respect to the age group.
FABRIC RANGE age group 18-25 26-35 35-60 60& above SUITS 2 0 0 0 TROUSERS 20 15 1 0 SAFARIS 0 5 5 0 JACKETS 1 0 1 0
40 35 30 25 20 15 10 5 0 SUITS TROUSERS SAFARIS JACKETS FABRIC RANGE 60& above 35-60 26-35 18-25
41

This table mainly concentrates upon the fabric range the various age group customers buy the most, in accordance with the dealers. The people in-between the age groups of 18-25 buy mostly trousers, amongst which 20, and 1 respectively buy suits and jackets. This may be mainly because in this major customers are youngsters and professionals. The customers who buy suits and jackets fall in the the category of professionals. According to the dealers between the age group of 25-35 people buy both trousers and jackets. The numbers of the people buying in this segment are 15 and 5 respectively, but in this segment according to age only 3 of them go suits. In the same context when we move of the age group or between 35-60. Most of the dealers i.e., 5 of them are of the opinion that these groups of people buy mostly safaris there might be due to the age factor. Refer (reference tables)
42
Table -7 The table showing the bifurcation of the customers in accordance with the class they belong to
Class ELITE HIGHER INCOMECLASS MIDDLE INCOME CLASS LOWER INCOME GROUP No of respondents 8 36 3 3
No of respondents
3 3 8
ELITE HIGHER INCOMECLASS MIDDLE INCOME CLASS LOWER INCOME GROUP
36
43

In the bifurcation of the customers who visit the dealers, they were of the opinions that, According to them 8 of their customers belong to the elite class i.e., of the higher income group. The first place was being provided according to the dealers was to higher income group, which holds 36 of the dealers opinion intact. The middle higher income group and the lower income group respectively are taking up the third and fourth place, as it is to be 3 and 3 respectively. As being considering the above table we can infer that the elite and the middle higher groups are being more potential towards buying the fabric of Reid & Taylor. Refer (reverence table )
44
TABLE - 8.
TABLE SHOWING THE VARIOUS CUSTOMERS FROM VARIOUS PROFESSIONS WHO BUY THE FABRIC
PROFESSION CEOS HIGH CLASS EXECUTIVES MIDDLE CLASS EXECUTIVES No of respondents 0 5 6
POLITICIANS STUDENTS BUSINESS CLASS RURAL CUSTOMERS BUREAUCRATS
0 0 35 02 02
No of respondents
0 2 2 5 CEOS 6 0 0 HIGH CLASS EXECUTIVES MIDDLE CLASS EXECUTIVES POLITICIANS STUDENTS BUSINESS CLASS RURAL CUSTOMERS BUREAUCRATS 35
45

The dealers are of the opinion that, when in the case of profession wise segmentation various persons are his customers. But the business classes mostly prefer Reid and Taylors fabrics. As these people are being financially sound and these people stand first in the list of profession. Next part of the maximum purchase according to the profession is being mainly in certain seasons; those customers are the rural customers who are being mainly attracted towards the ads in the television given by the company and these customers are being considered as the most productive customers as they buy in large quantities. The next part of the profession wise purchase move on to the high-class executive amongst whom they are being given as 5. The bureaucrats hold the last position in the opinion of the dealers.
46
Table -9
Table showing the backround of the customer

Region Urban Semi-urban Rural customer No of respondents 28 12 10
No of respondents
10
Urban Semi-urban 28 12 Rural customer
47
This table mainly shows about the background of the customer who visits him, on which the dealer classifies his customers as urban customers, rural customers and semi-urban customers where in the dealers have an opinion that they have got as far as 40% customers from the urban section, but where as the semi-urban and the rural are being taken to consideration as 34% & 16% respectively. These 28 respondents are mainly constituted in the urban region itself, where as, the customers of the semi-urban and the rural visit the shops seasonally or occasionally, so for this reason the dealers are of the opinion that their major customers are being from the urban region.
48
Table -10 Table showing the ranking provided by the various fabric brands
Brands Raymonds R&T Digjam Dinesh ocm No of respondents 35 12 3 0 0
No of respondents
0 0 3
12
Raymonds R&T Digjam Dinesh ocm 35
49

The table shows the fabric brands rankings given by the dealers, the dealers were being asked to rank the various brands which are being playing a vital role in the market, as far as the opinion of the dealers they have rated Raymond as the no. I brand, in which 60% of the respondents are of this opinion, living behind Raymond the next best is being given to Reid & Taylor for which 23% of them have voted. Similarly 20% and 7% respectively are being given their votes to Digjam and Dinesh. Urban dealers are giving most of these ratings. This rating is being mostly provided by the dealers, by taking in to consideration the quality, shade range and the cost factor.
50
Table -11 Table showing the level of satisfaction of service of reid & taylor
Opinion EXCELLENT VERY GOOD GOOD AVERAGE No of respondents 0 14 36 0
No of respondents
00
14
EXCELLENT VERY GOOD GOOD AVERAGE
36
51

This table shows, the level of satisfaction regarding the services provided by Reid & Taylor. Amongst the 36 respondents / dealers 80% of them are of the opinion that the level of service is considered as good and 14 of them considered the service as very good. This may be due to the frequent visit of the company executive to solve the problems or may be regarding the issue of order taking, may with regards to the various schemes etc.
52
TABLE-12 TABLE SHOWING THE AWEARENESS OF THE CAMPAIGNOF R&T

MEDIA ELECTRONIC PRINT OUTDOOR PUBLICITY No of respondents 26 12 12
No of respondents
12
ELECTRONIC PRINT 26 OUTDOOR PUBLICITY
12
53

This part of the table is being meant to know about the awareness of Reid & Taylor and its campaign. Where in amongst the 26 dealers, 66% of them are the opinion that they are aware about the campaign through electronic media, out of the 12 and 12, subsequently for the rest 24% are of the opinion that they are aware about the outdoor publicity provided by Reid and Taylor. As electronic media is being considered as the most effective form of campaign for any product, and this brings a sort of awareness to the viewers of the product.
54
TABLE -13 Table showing the season sales of the worsted fabrics
FABRIC RANGE seasons marriage winter beginning of the month summer any time SUITS 18 0 0 1 0 TROUSERS 0 12 5 0 0 SAFARIS 5 5 0 0 0 JACKETS 1 8 0 0 0
20 18 16 14 12 10 8 6 4 2 0 marriage winter beginning of the month summer any time FABRIC RANGE SUITS FABRIC RANGE TROUSERS FABRIC RANGE SAFARIS FABRIC RANGE JACKETS
55

The table mainly concentrates upon the sales in various seasons of the worsted fabrics. Where in the fabric range is being provided and seasons are being mentioned. According to the dealers the sales of the suits are being considered to be more in the season of marriage. And two of the respondents are of the opinion that safaris sale is being more in marriage season. In the season of winter, the sales of the fabric according to the dealers are more amongst the jackets range. The respondents to this category are 7 only one respondent is of opinion that the sale of the trousers is more, in this season. At the beginning of the month according, to 5 respondents the sale of the trousers had been more, as it is been considered as the salary time for the persons. Refer (reference tables)
56
TABLE -14 Table showing the reasons for taking up dealership of reid & taylor
Reason Ads in Tv The agent of the company Ad in print The mill officer Any other No of respondents 35 5 3 10 02
2 10 Ads in Tv The agent of the company 3 Ad in print The mill officer 5 35 Any other
57

. This table mainly deals with the aspect that made the dealers to take up the dealership of Reid and Taylor. According to 35 out of the 50 respondents were of the opinion that the reason that impressed them the most is Ads in the T.V. 10 out of the 50 respondents are of the opinion that the mill person by the co made them to take up the dealership of Reid and Taylor .5, 3 and 2 respondents respectively are of the opinion that the reason was to due to the influence of the co agent and the print medium and others. This is being mainly because of electronic media through which dealers are being attracted through various no. of Ads and clippings. This is mainly considered because has the electronic media is an effective source which can reach member of the masses effectively and efficiently.
58
TABLE-15 Table showing the major focus of the customer on the purchase of the fabric
Reasons Brand loyalty Ads Friends advice Others No of respondents 34 16 0 0
35 30 25 20
34
16 15 10 5 0 0 Brand loyalty Ads Friends advice Others 0
No of respondents percentage
59
This table mainly deals, with the major focus of the customer on the purchase of the fabric, according to the dealers experience. Where in according to the dealer, the customer sees the brand loyalty amongst 34 of the dealer are of this opinion. The other 16 of the 50 are of the opinion that the customers major focus is on the Ads in the news papers and T.V. and only 0 are of the opinion that the customers buy with the impulsive of their friends advice.
This is mainly because of the reasons that when the brand has got a good image in the market i.e., about the brands quality, shade and other various aspects. It is pretty obvious that the customers go for that brand itself and the brand has earned a sort of loyalty in the minds of the customers and therefore it is preferred by most of the respondents.
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TABLE -16 Table showing the purchase decision & priorities of the customers
Opinion Shade range Cost factor Durability Quality design No of respondents 5 7 8 25 5
No of respondents
5 5
7 Shade range Cost factor Durability Quality 8 25 design
61

This table is mainly shows upon, the purchase decision priorities of the customer according to the dealers is being descried. According to the dealers the first purchase decision priority provided by the customers is on the basis of quality where in about 25 of the dealers are of this opinion. The Second best priority is on the basis of durability i.e., 8 of the dealers are of this opinion because the customer are of the opinion that, if they buy the fabric, that baric needs to be with them for a longer time. 5,5,&7 of the dealers are of the opinion that their customer precisely are the cost factor and the design factor equally but where
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Analysis of the customers

NOTE: we had earlier given the questionnaire to the respondents ie customersin , mysore. so after they filled up the questionnaire we grouped it under microsoft excel and started to analyze them. now coming on to each question individually we have the following interpretations to be made: the analysis is based on the questionnaire provided to the customers in mysore city the sample size taken for the study 50 repondents.
Table -1 Table showing the purpose or reason for buying reid and taylor fabrics
reasons Old or worn out Special occasion Official wear Regular wear Impulse purchase Due to climate change No of respondents(50) 5 7 8 25 5 0
63
No of respondents
0 5 5 7 Old or worn out Special occassion 8 25 Official wear Regular wear Impulse purchase Due to climate change

The main purpose for buying the Reid &Taylor fabric according to the customer is that, when a regular wear if any, in this category 25 of them fall in. 5 of the respondents are of the opinion that the fabric is being purchased when the old fabric is worn and for the office wear.8 of them are of the opinion that purchase the fabric for the office wear.5 is of the opinion that, they were impulse to purchase the Reid & Taylor Fabrics.
64
TABLE -2 Table showing the fabric ranking by the customers

Brands Raymonds R&T Digjam Dinesh ocm No of respondents 35 12 3 0 0 RANK 1 2 3 0 0
No of respondents
35 35 30 25 20 No of respondents 15 10 5 0 Raymonds R&T Digjam Dinesh ocm 3 0 0 12
65

This table is mainly shows the ranking given by the customer. Accordingly customer/respondent has ranked Raymonds as the first; the second place is being given to Reid & Taylor. But for the third place there is a tie between Vimal & J. Hampstead and finally Dinesh has been ranked the fifth. In this all the income groups are of the same opinion. This opinion is being provided by the customer on the basis of the quality of the fabric, shade range, the design, the design range and the cost factors The tables clearly shows that Raymonds ranks first and Reid and Taylor stands second in the market subsequently we can see that Digjam and other brands follow. Raymonds leads in the branding sector in the eyes of the customer.
66
TABLE-3 Table showing brand association of reid and taylor

Brands IMPORTED SUITINGS SUITINGS IN GENERAL LADIES DRESS WEAR WOOLEN WORSTED SUITINGS RMG No of respondents (50) 12 35 3 0 0
No of respondents (50)
0 3
0 12 IMPORTED SUITINGS SUITINGS IN GENERAL LADIES DRESS WEAR
35
WOOLEN WORSTED SUITINGS RMG
67

This table is mainly shows brand association of reid and taylor. About 50 of the respondents are of this opinion. About 35 respondents are of the opinion that Reid & Taylor is being brand associated with suitings in general, 12 respondents for imported suitings & 3 respondents for ladies dress wear.
68
TABLE-4 Table showing the purchase trend of reid and taylor fabric
OPINIONS YES NO No of respondents 35 12
No of respondents
12
YES NO 35
69

As Raymonds are giving their fabric at a cheaper rate, the price range of the fabrics starts from Rs 150. But where as the Reid & Taylor are giving better quality than the Raymonds, their price range starts from Rs 350.
70
TABLE-5 Table showing the purpose for the purchase

purpose for the purchase SUITS JACKETS TROUSERS SAFARIS No of respondents 26 12 10 2
No of respondents
2 10
26
SUITS JACKETS TROUSERS
12
SAFARIS
71

This table suggests us about current brands of Reid & Taylor in the market in accordance to the respondents; Reid & Taylor concentrates on the suitings in general. About 40 of the respondents are of this opinion. About 32 respondents are of the opinion that Reid & Taylor is being associated with imported fabrics & only 3 are of the respondents lie inbetween the income group of 1.5 lakhs to 2 Lakhs. When the age group is being considered the respondents are mainly are in between the age group of 25-35.
72
TABLE-6 Table showing the time of purchase of worsted fabric
purpose for the purchase
No of respondents
NEXT PURCHASE
26
IF YOU LIKE THE RANGE
12
IF IT SUITS MY POCKETS
10
NOT AT ALL
No of respondents
2 10 NEXT PURCHASE IF YOU LIKE THE RANGE IF IT SUITS MY POCKETS NOT AT ALL
26 12
73

For this 38 out of the 50 respondents have positively replied. Only 10 out of the 50 people who have not purchases Reid & Taylor. Major portion of the people belonging to high & middle income group are interested towards the fabric. For thae same major amount of the customer have responded that is 26 of them, they purchase the fabric for making suits and about 22 of the purchase for trouser among the 12 respondents major portion of about 5% are from the higher income group and about 5% are from higher middle income group. Their age group mainly varies from 30-45. The other 22 are from the middle income group, and their age group varies from 25-35. To the subdivision for the jackets and safaris are being listed as 3 and 8 where in this age group of above 40 have been interested more. Refer (reference tables)
74
TABLE -7 TABLE SHOWING THE VISIT TO THE SHOP
OPINION YES NO
No of respondents 38 12
No of respondents
12
YES NO 38
75

This table mainly considers, about the visit of the respondent where in 38 respondent given their opinion that they have visited the Reid and Taylor outlet out of 50 respondents. Rest of the 12 respondents has given their opinion that they have not visited the shop. This shows that, the customers would not afford to purchase the fabric because of the cost factor and might be due to the distance from where the customers are situated, amongst the 38 respondents almost about 90% of the respondents are from the urban region. And remaining 10% are from the semi -urban region.
76
TABLE-8 Table showing perception on quality of the fabric
OPINION
No of respondents
QUALITY IS GOOD
26
SATISFACTORY
12
QUALITY AND PRICE REASONABLE
12
No of respondents
12
26 12
QUALITY IS GOOD SATISFACTORY QUALITY AND PRICE REASONABLE
77
This table deals with the quality of the fabric where in about 26 respondents are of the opinion that the quality provided by Reid &Taylor is good, 12 are of the opinion that the quality is being reasonable in nature and four amongst the 50 respondents are of the opinion that, it is satisfactory. These 12 respondents are of this opinion because as these respondents don't have a much exposure to the fabrics of Reid &Taylor. This shows that there is no negative response. The company enjoys a good image with the customers. the company should try to sustain this image in future also.
78
TABLE-9 Table showing perception of reid and taylor fabric price
OPINION VERY COSTLY HIGH REASONABLE LOW VERY LOW
No of respondents 26 12 12 0 0
No of respondents
0 12 VERY COSTLY 26 HIGH REASONABLE 12 LOW VERY LOW 0
79
When asked about the perception of the customer towards the pricing of the fabric 26 amongst the 50 respondents were of the opinion that the reid & taylor pricing very high in nature,12 of the respondents were of the opinion that the pricing is high, and subsequently 12 of the respondents are of the opinion that the pricing is reasonable in nature
80
TABLE-10 Table showing the sources which let you known about reid and taylor
OPINION No of respondents
NEWSPAPERS/MAGAZINES TELEVISION
26 8
FRIENDS OUTDOOR PUBLICITY OTHERS
12 4 0
No of respondents
0 4 12 26 NEWSPAPERS/MAGAZINES TELEVISION FRIENDS 8 OUTDOOR PUBLICITY OTHERS
81

This table mainly shows about the brand known by various sources. Wherein 08 of the respondents know about the brand from the television, 12 of them know about from their friends and relatives and from news papers /magazines and only 4 of the respondent knows from outdoor publicity. The lions of the brand awareness of reid & taylor can be described as news papers and magazines where in out of 50 respondents 26 are of this opinion This is being mainly because the out door publicity is has not given more emphasis by Reid &Taylor. This clearly show that, the majority of the respondents had given their opinion that, they had come to know from T.V advertisements by the company. The company needs to give advertisements in the regional language channel through which it reaches large masses of the society through which the advertisement enhance the company sales.
82
TABLE -11 TABLE SHOWING THE AVAILBILITY OF THE FABRIC
OPINION
No of respondents
YES
38
NO
12
No of respondents
12
YES NO 38
83

This table mainly considers about the availability of fabric in the shops. 38 out of the 50 respondents agreed that there is availability of Reid and Taylor fabric in all leading shops and 12 of respondents are of the opinion that they don't find the fabric of Reid and Taylor in many shops. As these 9 people are mainly from the semi-urban or from rural region.
84
TABLE-12 TABLE SHOWING THE PRICE RANGE OF THE PURCHASE OF DIFFERENT FABRICS
price ranges CATEGORY TROUSERS SAFARI SUITS JACKETS 400-700 10 0 0 0 701-1200 0 25 5 0 1201-2000 2 5 2 0 2000-3000 0 0 1 0 & above 0 0 0 0
0 2 0
price ranges 400-700 price ranges 701-1200 price ranges 1201-2000 price ranges 2000-3000 10 price ranges & above
85
This table emphasizes on the price range of the fabric and to know about how the purchase moves. For the trousers 10 of the respondents have emphasized in buying fabric from 400-700 range, 0 of them buy fabric from the range of 701 -1200, only one respondents is of the opinion that he buys the product between the range of 1201-1600 these respondents are from higher income group and from the age group of 35-45.
Whereas for the safaris the range of 701-1200were the No. of respondents are 25. and only 5 of the respondents choose the price range of 2000 and above, mainly these person come under the higher income group. For the suits the price range starts from 701-2000 and above where in 5 of them respondents choose the fabric from 701-1200, 2 of them choose from the range of 1201-1600, 1 of them choose from 2000and above. The 12 respondent are from the middle higher income group and the other 20 fall into the higher income group, the 12 person who buy the fabric for the suit for a life time once.
For the jackets the price range purchase is from 701-1600, the major amout of the purchase is being made by the higher income group people and the bifurcation may be from 7011200 the number of respondents were 7, and the range of 1201-1600, there were 0 respondents. Refer( reference tables).
86
TABLE-13 TABLE SHOWING THE PURCHASE PERIOD OF THE FABRICS
price ranges CATEGORY FESTIVALS MARRIAGES TROUSERS SAFARI SUITS JACKETS 10 0 0 0 0 25 5 0 WINTER 2 5 2 0 SUMMER 0 0 1 0 ANY TIME 0 0 0 0
35 30 25 20 15 10 5 0 FESTIVALS MARRIAGES WINTER price ranges SUMMER ANY TIME JACKETS SUITS SAFARI TROUSERS
87
This table is being prepared to know more about the purchase in the various seasons where in the seasons include festival, marriage, winter, summer, beginning of the month and any time.
Where in according to the respondents the purchase of the trousers is being more in the festivals about 25 are of these opinion, 5 of the respondents have the opinion that they buy fabric at the time of marriage, in the winter season was told by 9 respondents, 0 of the respondents are being of the opinion that they might purchase any time.
88
TABLE -14 TABLE SHOWING THE POINT OF PURCHASE
POINT OF PURCHASE QUALITY DURABILITY FEEL OF THE FABRIC DESIGN COST
No of respondents 26 8 0 4 12
No of respondents
30 25 20 15 10 5 0 0 QUALITY DURABILITY FEEL OF THE FABRIC DESIGN COST 8 4 12 No of respondents 26
89
This table mainly emphasized more upon the point of purchase where in the respondents was being given point of purchase as quality, durability, feel of fabric, design and cost. Where in the respondents have responded pretty well 26 of the opinion that they see the quality at the time of purchase, 8 of them were of the opinion that they see the durability of the fabric, 12 of the respondents are of the opinion that they see the cost they are the opinion that if the cost is high it's pretty obvious that the quality and other aspects are being included.
90
TABLE -15 TABLE SHOWING TE PURCHASE DECISION PARAMETERS
PURCHASE DECISIONS SHADE RANGE DESIGN DURABILITY QUALITY PRICE FACTOR ANY OTHER
MOST IMP 10 0 0 0 10 0
IMPORTANT 0 12 5 0 0 0
LEAST IMP 2 5 2 0 0 0
DONT KNOW 0 0 1 0 0 05
12 10 10 8 6 PURCHASE DECISIONS MOST IMP 4 2 0 0 0 0 0 PURCHASE DECISIONS IMPORTANT 10
91
This table mainly concentrates on the purchase decision parameters it's being subdivided as the most important, important, least important and don't know. 10 of the respondents are of the opinion that, their purchase decision is important on the basis of the shade range but when we come and to the design only 12 respondents consider it has important and 5 respondent is of the opinion that it's being least important. 5 of the respondent are of the opinion that durability is important when we come on to the price aspect then 10 respondent are of the opinion that price is most important and 0 of the respondents consider price factor as they don't know. Then we shall come down to the quality aspect, where in 0 of the respondents are of the opinion that the quality is being is most important and 0 of the respondents in this category consider it has an important aspect. Refer( reference tables) to say in precise the customer of these days consider all factors rather than quality
92
Chapter-V SUMMARY OF FINDINGS. SUGGESTIONS AND CONCLUSIONS.
93
FINDINGS:
The present study is being in accordance with the Market segmentation of Reid & Taylor Pvt Ltd. wherein, in this study I have taken up a survey for knowing the segmented market of Reid & Taylor and to know about the performance of Reid & Taylor in the current market.
For my survey I have taken up 50 dealers and 50 customers in to consideration. For who a questionnaire was being prepared which included various aspects of Reid & Taylor were being put forth to them. By the study I could know about the segmentation made by Reid & Taylor. The major aspects of the segmentation of Reid & Taylor was on the basis of age group, income, sex, profession wise, geographical pattern and also in accordance with the shade range, design range and on the quality.
Most of the respondents were of the opinion that they had taken up the fabric, as its quality was good. The major portion of the purchase of the fabric of Reid & Taylor is made by the urban people, amongst these people most of them belong to the business class.
The major portion of the purchase is being made by men, when we consider the sexwise segmentation. When accordingly come on to age group, the major purchase of the fabric is being more in the age group of 26-35. Where in, most of the persons of this age group belong to a higher profession.
When we come on to the income wise segmentation, Reid and Taylor as provided various price ranges of fabrics to suit various income groups. Amongst the price range, the purchase is being mainly made in between Rs.701 - 1200 by various age groups and profession wise.
94
The groups of people buying at this price Range are being mainly from the middle and higher middle income groups. The Reid and Taylor Fabrics is being rated 2nd as per the dealer and the customers, this partys are being mainly provided on the Business of quantity, shade Range Design range and the cost.
95
Suggestions:
1) The company needs to organize certain event marketing programme so that the company could build up a sort of image in the minds of customers. This also helps the company to increase its sale of fabric 2) Since, rural customers have more potential buying the fabric, the company needs to concentrate upon these potential buyers to increase its market share with other competitors. 3) The company needs to provide more outdoor publicity and also needs to give advertisements in the local news paper such that more no. of customer is attracted towards them. 4) The company rather than concentrating more on the age group between 26-45 they also need to concentrate upon the age group 18-25, as these customer are being considered as the potential buyers, who may continue with the for a long run. 5) The company needs to provide its customer and dealers with grievance handling cell through which both of them could lodge their complaints and find solutions.
96
Conclusion
The present study is basically taken upon market segmentation is being mutually beneficial to me and the company. The study tends to explain about the various vital aspects of segmentation. Through which Reid & Taylor has based its market.
As market segmentation is being a vital aspect the company, following it will be of the road to success.
97
BIBLIOGRAPHY
98
BIBLIOGRAPHY
Essentials of Marketing:Marketing Management:Consumer Behaviour:Marketing Management:-
GEOFF LANCASTER & LESTEFR MASSINGHAM PHILIP KOTLAR LEON. G. SCHIFFMAN & LESLIE LAZAR SHERLEKAR
Magazines:-
1) BUSINESS WORLD 2) COMPANY JOURNALS
WEBSITES:-
WWW. WIKIPEDIA. ORG WWW.SKUMARS. COM WWW. GOOGLE. COM.
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ANNEXURES
QUESTIONNAIRES OF DEALERS AND CUSTOMERS
100
Questionnaire for Traders

Personal Profile Name of the Person Name of the firm Address
1) Your Perception about Reid and Taylor a) Excellent b) Very Good c) Good d) Average
2) What type of materials do you order the most? a) Terry wool d) Wool 100% b) Terry Cotton e) Cotton mix c) 100% Cotton
3) How frequently you place the order to suppliers a) Once a week c) Once a month b) Once a fortnight d) Quarterly
4) What of the following properties of Reid and Taylor convinced you to purchase the fabric? a) Cost c) Design b) Durability d) Shade
101
5) As per your experience what kind of price range do your customers of different age group buy the Reid and Taylor?
Age group 18-25 26-35 35-60 Above 60
500-700
500-1200
500-1000
800-2000
And above
6) According to worked fabrics
Age group 18-25 26-35 35-60 Above 60
Suits
Trousers
Safaris
Jackets
7) As per your experience what class of customers prefers Reid and Taylor?
a) Elite class c) Middle Income Group
b) Higher Income Group d) Lower
102
8) What x age of customers buy Reid and Taylor in terms of profession ? X age a) Only CEO's b) High Class Executives c) Middle Class Executives d) Politicians e) Students f) Bureaucrats g) Business class h) Rural customers
9) How would you classify your customers income of background a) Only urban c) Rural b) Semi urban
10) Please give your rating for the different suiting fabrics
Brands Raymonds Reid and Taylor Digjam Dinesh OCM Others
Quality
Design
Shades
Price
Promotion
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11) What degree of satisfaction you feel about the service of Reid and Taylor a) Excellent b) Very Good c) Good d) Average
12) Are you Aware of Ad campaign of Reid and Taylor a) Electronic media b) Print media c) Outdoor publicity Yes Yes Yes No No No
13) In your opinion the sale of worsted fabrics are maximum in which season.
Suits Marriage Festival Winter Beginning of the month Summer Anytime
Trousers
Safaris
Jackets
104
14) What made you to take the dealership of Reid and Taylor? a) Ad's on T.V. c) The agent of the company b) Ad's in paper d) the mill officer e) any other
15) While making the purchase decision what your customer focus on Decision Brand Loyalty Ad's influence Friends advice Others Ranking
16) A customer keeps certain parameters of fabric in mind, while making a purchase decision. In your opinion what are hip priorities. a) Multinational e) Textile b) Indian f) FMCG c) Public Ltd g) I.T. d) Private
17) How will you Rank the purchase decision. Parameter Shade Range Cost factor Durability Priority Range
105
Quality Design Any other if any
Please suggest me about what needs to be done in the mere future by the company in expectation of greater sales ______________________________________________________________________________ ____________________________________________________________ Thank you,
106
Questionnaire for customers

Personal Profile Name Occupation Sex Age : : : : Male ( ) a) 15-2 Female ( ) b) 25-35 c) 35-45 d) 45-60
e) 60 and above
Marital status :
a) Married
b) Unmarried
Occupation
a) Business d) Private sector
b) Self employed e) Others
c) Govt. employee
Monthly income:
a) 3000-6000 d) 12001-16000
b) 6001-9000 e) 16000-21000
c) 9001-12000 f) 21001 and
above 1) What is the purpose or Reason for Buying Reid and Taylor Fabrics? a) Old are got worn out Need to be new one
107
b) Occasion based special function (marriage, festival) c) Official wear-office, conference, interviews d) Regular office wear, daily wear e) Impulse purchase f) Due to change in climate
2) What kind of fabric do you prefer? a) Terry wool c) Cotton e) Polyester b) Poly-viscose (synthetic) d) Terry cotton f) Others
1) Which is your most preferred brand for terry wool blended suitings ? give rankings Rank a) Vimal b) Raymonds c) Reid and Taylor d) Dinesh e) Grasim f) J. Hampsted g) Digjam h) O.C.M. i) Ferrino Mezonium
108
4) Reid and Taylor is a brand associated with the following a) Imported suitings d) RMG b) Suitings in general e) Woolen worsted suitings c) Ladies Dress wear
5) Have you brought Reid and Taylor fabric as yet? a) Yes b) No
If yes, how many times? a) 1 b) 2 c) 3 d) more than thrice
If yes, what was the nature of your purchase? a) Suits b) Jackets c) Trousers d) Safari's
6) When would you like to go in for Reid and Taylor suiting, when you next buy worsted fabric? a) Next purchase c) Probably if it suits your Pocket b) Probably if you like the range d) Not at all
7) Have you visited Reid and Taylor outlet showroom-stocking Reid and Taylor product ? a) Yes b) No
If yes how was the observation about the quality of the fabric ? a) Quality was good b) Satisfactory c) Price was reasonable d) Service was good
109
8) What is your opinion about the prices of Reid and Taylor fabrics? a) Very costly d) Low b) High e) Very low c) Reasonable
10) How did you come to know about Reid and Taylor and its product? a) Newspapers d) Friends/Relatives b) Magazines e) Outdoor Publicity c) Television f) Others
11) Is Reid and Taylor fabric easily available at all leading retail shops? a) Yes b) No
12) In your opinion whom do you find as an effective brand ambassador for Reid and Taylor? a) James Bond b) Amitabh Bhachan c) Any other
In comparison to the add of Raymond's the add of Reid and Taylor is? a) More effective b) Less effective c) Equally effective
13) In what price range do you purchase your suiting fabrics Category 400-700 701-1200 1201-1600 1601-2000 2000 and above
a) Trousers
110
b) Safari
c) Suits d) Jackets
14) When do you purchase suiting fabrics? Festival Marriage Winter Summer Beging of Month a) Trousers b) Suits c) Safaris d) Jackets Any time
15) What do you really emphasize on the point of purchase? a) Quality d) Design b) Durability e) Cost of the fabric c) Feel of the fabric
16) In your opinion does the price speak about the quality of the product you are possessing a) Yes b) No
111
Please justify the same_________________________
17) While making a purchase decision certain parameters are in your mind. In your opinion how do you rate them while making a purchase decision?
Most Important Important
Least Important Don't know
a) Shade range b) Design range c) Durability d) Quality e) Price factor f) Any other
112

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LIST OF TABLES ANALYSIS OF DEALERS

Growth of Reid & Taylor through Market Segmentation

ANALYSIS FOR CUSTOMERS

Growth of Reid & Taylor through Market Segmentation

SUMMARY OF FINDINGS, SUGGESTIONS AND CONCLUSION BIBILOGRAPHY ANNEXURES: QUESTIONNAIRE

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

METHODOLGY OF THE STUDY

Growth of Reid & Taylor through Market Segmentation

SCOPE OF THE STUDY:

STATEMENT OF THE PROBLEM:

Growth of Reid & Taylor through Market Segmentation

ABOUT REID AND TAYLOR

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

Carmichael House (Premium) Benetton ( Super Premium)

Ready to Wear (TWS)

Baruche Superfine Cottons

Reid & Taylor (Luxury Suitings)

Reid & Taylor ( Premium) Stephens Brothers ( Super Premium)

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

It responds similarly to a market stimulus. It can be cost-efficiently reached by market intervention.

Growth of Reid & Taylor through Market Segmentation

Interests Location Religion Income Size of Household

similar responses to marketing mix similar segmenting dimensions

Heterogenity (between segments)

different responses to marketing mix different segmenting dimensions

segment is big enough to be profitable

useful for identifying customers useful in deciding on marketing mix

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

For the individual consumer:

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

For Individual Consumers:

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

Affiliation with other organizations

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

Strongly influenced by cost effective offerings and/or 'best price' opportunities

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

DATA ANALYSIS AND INTERPRETATION

ANALYSIS OF DEALERS AND ANALYSIS OF CUSTOMERS

Growth of Reid & Taylor through Market Segmentation

Growth of Reid & Taylor through Market Segmentation

EXCELLENT VERY GOOD GOOD AVERAGE

Interpretation for the above table and chart-1

Growth of Reid & Taylor through Market Segmentation

Once in a week Once a month 10 Once a fortnight quaterly 30

Growth of Reid & Taylor through Market Segmentation

Interpretation for the above table and chart-2

Growth of Reid & Taylor through Market Segmentation