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A STUDY ON CONSUMER DECISION MAKING IN SREE LAKSHIMI ORGANIC

COTTON INDUSTRY AT KARUR

CHAPTER I

INTRODUCTION

INTRODUCTION

Sree lakshimi organic cotton industry is one of the largest industries in the cotton industry of
global market. Being the leader in product and process technologies in the manufacturing
sector, it has been recognized as one of the drivers of economic growth. During the last few
decades, well directed efforts have been made to provide a new look to the automobile policy
for realizing the sector's full potential for the economy. The liberalization policies have led to
continuous increase in competition which has ultimately resulted in modernization in line
with the global standards as well as in substantial cut in prices. Aggressive marketing by the
auto finance companies have also played a significant role in boosting textiles demand,
especially from the population in the middle income group..These aggressive marketing
strategies have resulted in making the consumer the major key for success in the industry.
Each product offering is now designed to meet and exceed the expectations of the consumer.
But understanding consumer behaviour and knowing consumers is never simple. And it is
more difficult that to understand what a consumer perceives about the product. Customers
may say one thing but do another. They may not be in touch with their deeper motivations.
They may respond to influences that change their minds at the last moment

MARKET.

The term market may be considered as a convenient meeting place where buyers and sellers
gather together for the exchange of goods and services. Market means a group of people
having unmet wants, purchasing power to make their demand effective and the will to spend
Their income to those wants. Today a market is equated with the total demand. The
American marketing association defines a market, ‘as the aggregate demand of potential
buyers for a product or service’. Under, a marketer wants to create or capture and retain the
marketwise. Customer demand through an appropriate marketing mix offered to a target
market. The market offering i.e. supply must meet customer demand, which are unmet needs
and desires.

Marketing
Marketing is a comprehensive term and it includes all resources and set of activities
necessary to direct and facilitate the flow of goods and services form the producer to the
consumer through the process of distribution. Businessmen regards marketing as
a management function to plan promote and deliver products to the clients or customers.
Human efforts, finance and management constitute the primary resources in marketing. We
have twin activities, which are most significant in marketing:
 Matching the product with demand i.e. customer needs and desires or the target
market.
 The transfer of ownership and possession at every stage in the flow of goods from the
primary producer to the ultimate consumer.
 The American marketing association defines marketing as the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods and
services to create exchanges that satisfy individual and organizational objectives.
MARKETING MANAGEMENT
Marketing management represents an important functional area of business management
efforts for the flow of goods and services from the producer to the consumers. It looks after
the marketing system of. It has to plan and develop the product on the basis of known
customer demand
Marketing management may be defined as, ‘a process of management of marketing programs
for accomplishing organizational goals and objectives’. Marketing management has to build
up appropriate marketing plan or marketing mix to fulfill the set goals of the business. It has
to formulate sound marketing policies and programs. It looks after their implementation and
control. It has to implement marketing strategies, programs and campaigns. It must evaluate
the effectiveness of each part of marketing mix and introduce necessary modifications to
remove discrepancies in the actual execution of plans, policies, strategies, procedures and
programs.
Marketing Mix
Marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in
the target market. There are four elements or variables that make a marketing mix, they are:
1. Decisions on product or service

2. Decisions on promotion
3. Decisions on price4. Decisions on distribution.
4. The four ingredients are closely interrelated. Under the systems approach the decision
in on area affects action in the other.
5. Marketing mix decisions constitute a large part of marketing management.
6. According to Philip Kotler the term marketing mix is, ‘the set of controllable
variables that the firm can use to influence the buyers response’.
7. In then simplest manner, the basic marketing mix is the blending of four inputs or sub
mixes, which form the core of the marketing system.
Product mix
Decision refers to decisions on product variety, quality, design, features, brand image,
packaging, sizes, services, warranties and returns.
Price mix
decision refers to decisions on the product list price, discounts, allowances, and payment
period and credit terms available.
Place mix
decision refers to decisions on the channels, coverage, assortments, locations ,inventory and
transport of the market offering.
Promotion mix
decisions refer to decisions on the products advertising ,sales promotion, sales force,
public relations and direct marketing .Together they form the four P’s of marketing.
Marketing Planning
A marketing plan lies down in writing the marketing objectives, programs and policies to be
adopted to achieve the set marketing objectives. Even before an integrated marketing plan is
prepared the company shall prepare functional plan for each component of marketing mix. To
have a sound marketing plan, every operation is to be examined and the problems are to be
identified. The overall marketing plan should be linked to the distribution channel of the
company to have effective marketing operations. The marketing planning covers the
preparation of functional plans, integration of this plan and the preparation of master
marketing plan to serve the objective of the organization Marketing planning is bound to get
a better hold of environmental factor.
Marketing Research
Marketing research is the systematic gathering, recording and analyzing of the data about
problems connected to the marketing of goods and services i.e. problems relating to product

will satisfy their needs ’. Marketing research has grown along with the expanded role of marketing as the focus for the business decision-making. Marketing research is concerned with all those factors. promotion and distribution of the 4p’s of the marketing mix. purchasing.  To find out the general marketing condition and tendencies  To know the types of consumer buying and their buying motives  To know the reactions of failure of a product already in the market. Consumer A person who purchase or has the capacity to purchase the goods of service often for sale by the marketing firm in order to satisfy personal need and desires.  To assess the strength and weakness of competitors. services and ideas. Predisposition can be thought of as categories of meaning stored in the memory of a person and are based on previous experience.price. as. Consumer Behavior The term consumer behavior can be defined. Brand A brand is a name. which they expect. They are:  To estimate the potential market for a new product  To know the reactions of consumers to a product already existing inthe market.The study of consumer behavior enables marketers to understand and predict consumer behavior in the market place. Perception has been defined by social psychologists as the “Complex process” by which people select organize and interpret sensory stimulation in to a meaning ful and coherent Picture of the work. ‘the behaviour that the consumer display in searching for. NEED OF MARKETING RESEARCH Marketing research is conducted for different purposes. term. which have a direct impact upon the marketing of products and services. Predisposing the person tohave in specific manner towards a certain objects in the environment. Attitude Social psychologist defined attitude as an emotionalized predis position to respond positively or negatively to an object. using and evaluating products. it also promotes .. Perception Perception is the sensing of stimuli external to the individual organism the act or process of comprehending the world in which the individual exists. symbol. design or a combination of them which is intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

evaluate. Can be defined as goods or services offered to the market which can be accepted in the market and sold. purchase and consume and tell others about products and services. Consumer behavior refers to all psychological social and physical behavior of potential consumers as they become aware of. Occasions .  To find out the most effective media influencing the purchase behaviour of cotton buyers. Marketing and environmental stimuli enter the buyer’s consciousness.Operations . It refers to the process as how consumers make their purchase decisions. its creating and generating need in customers mind by analyzing consumer behavior and influences or the driving force to buy. The marketer’s task is to understand what happens in the buyer’s consciousness between the arrival of outside stimuli and the buyers purchase decisions. Objectives . The buyer’s characteristics and decision process lead to certain purchase decisions. It is the pattern of response of buyers to marketing offer of a firm. Organizations .  To study the post purchase behavior of the owner of cotton industry To determine the popularity of various brands available in the market . when and from whom buyers make their purchases of goods and services. how much. 7O’s of Consumer Behavior Occupants . Model of consumer behavior The starting point of understanding consumer behavior is the stimulus-response model. Are the one who are the creator of the market than an industry to its vertical growth through their marketing efforts and creative marketing strategy by generating need in consumers mind. It is concerned with what. Is the one which participates In the market to satisfy consumers needs and wants by producing goods and services . How does the market buy a particular goods and services that consists marketing mix and strategies to serve the market. why. Objects .understanding of the role that consumption plays in the lives of individuals. Why does the market buy. Is one of the important factor in influencing consumers purchasing behavior as there are some products which are bought occasionally OBJECTIVE OF THE STUDY  To identify the various factor influencing the purchase decision of consumer when buying a motorcycle and to determine the relative importance of these factors.

1961) The choices can be divided into two parts viz. The second dimension is growth in spending pattern shift from nondiscretionary to discretionary spending. The most important environment for marketers is economic environment of the market. For example an economic choice of spending more time in office is an important choice but that does not mean spending time with children although non economic choice but not worthless. (Seth.REVIEW OF LITERATURE (Eric D. And above all the most important dimension is the sensitivity of the modern consumers with modest incomes and changing demands. The environmental and marketing stimuli enter the consumer‘s consciousness. The first dimension is the increase in the spending power.. An individual living in modern economy has to take several decisions daily mostly economic in nature. F. 2007). i) Private Decisions. Choice is the most fundamental problem of life in economic environment. Resources are scarce but the ends to which they can be put are numerous. 2007) This consciousness gives birth to a set of psychological processes that gets combined with certain consumer characteristics to result in decision processes and purchase decisions. This growth is multidimensional. . The fourth is growth in number of first time buyers. The consciousness of this vulnerable consumer is outcome of the socialization process. the basic reason for this being the scarcity of means and multiplicity of ends. The fifth is growth in the shift of consumers from most scattered hard to access rural markets to most accessible and concentrated urban markets. Beinhocker D. Every economic decision involves a decision between alternatives. An economic choice may also be called as economic decision. and iii) Community Decisions (Seth. The economic choices are no doubt very important but that does not mean non economic choices are worthless. 1961). The third dimension is growth in the shift of this spending from informal economy with individual traders to formal economy with organized businesses. The economic decisions are divided into three types. The socialization is outcome of exposure to various environmental stimuli. (Phillip Kotler. ii) Business Decisions. economic choices and non economic choices.

The American and International companies are using segmentation as a . 2007) Consumers needs vary on many dimensions and often can be grouped according to one or more characteristics. 2004) Offering only good quality of goods and services do not ensure that the marketer get customers from all over the world. it has become very essential now days to offer specifically to specific market.The private decisions vary according to the tastes. . and (3) by inducing the existing customers to use more of the product class. (David A. Through this understanding the marketer builds on an effective marketing strategy suitable to each segment. In such fast changing and increasing market the marketers have to be superb segmenters to survive and thrive. Hence the marketers always keep on tracking the ultimate behavior on which the marketing programme should focus. Segmentation is the process (Weinstein A. either by increased usage or in new situation. The community decisions which are made largely by the representatives of the community are influenced by mostly the availability of resources and urgency at the ends. The business decisions which are made by 72 business firms mostly vary according to the business objectives considerations. It is not possible for the marketer to satisfy the needs of all customers in large. The consumer market dynamics depends largely on the behavior of customers. The marketer tries to communicate to the market while making offers to increase the usage of the product in offer. (Weinstein A. broad or diverse markets. (Phillip Kotler. habits and personality of the individuals. The marketer needs to understand which market segments it can serve effectively. The business strategy can be called as sound only when it is based on segmentation. Aaker. The marketing stimulus consists of the various offers made by marketers to the consumers. (2) by increasing the loyalty of existing customers. . These three types of sources can be termed as segments. subjective elements in the businessmen‘s mind and the business environment. 1992) An increase in the product usage can occur basically from three types of sources: (1) From new customers attracted to the brand for the first time. The marketers of twenty first century are facing a challenge of finding a suitable consumer market. 2004) of partitioning the market into groups of potential customers with similar needs / characteristics who are likely to exhibit similar purchase behavior‘.

He obtained his doctoral degree from Royal Melbourne Institute of Technology and his specific research interests lie in how a better understanding of consumer behaviour can improve marketing strategy. and the Bank of New York. Dr Milner is currently a Lecturer at the Sydney Business School. She gained her PhD from the University of Otago in New Zealand. RESEARCH METHODOLOGY This project is prepared with the help of theoretical knowledge as well as practical knowledge of a crumb of advises suggestions from the concerned professors. And other recent happing in marketing is taken from magazines news paper. financial services marketing as well as the impact of latent needs and innovation (entrepreneurialism) on general business strategy. Australia. The word market segmentation was 73 not coined until the later part of 1950. As far as practical is concerned. Redman and 1ory define research as a "systematized effort to gain new knowledge. Particular areas of focus include consumer decision making. Overall this mission has been completed with the combination of all those things it had been with the best of my facts information Research methodology refers to search for knowledge. The four basic criteria for market segmentation as depicted by segmentation scholars (Paul E. 1992) Since then however it has had a major impact on marketing and advertising theory and practice. with an exploration of conceptual models of service quality. It is based on the observation that all potential customers are not identical and that a firm should either develop different marketing programmes for different subgroups of the society or develop a single tailored programme for just a single subgroup. Australia. Prior to entering academia Dr Rosenstreich spent a decade managing service units in higher education and local government contexts. Dr Daniela Rosenstreich is a senior lecturer in Marketing at Swinburne University of Technology. Green. research is an academic activity and such the . all the information about the companies information available onint ernet. having held positions with Goldman Sachs in London. The theoretical pert taken from the various books magazines available on this subject. (David A.key marketing planning tool and the foundation for effective strategy formulation. Melbourne. Her current research focuses on consumer behavior in service contexts. Aaker. 1978) Dr Trenton Milner brings a rich practitioner background to his academic research.

SAMPLING DESIGN A sample design is a definite plan for obtaining a sample from the sampling frame. comparison and experiment. observation. the procedure to be used must be carefully planned. 0t is pursuit of truth with the help of study. The research design must make enough provision for protection against bias and must maximize reliability with due concern for the economical completion of the search study descriptive research is adopted for this study. The May or purpose of descriptive research is description of the state affairs as it exists at present.0n fact the Research design is the conceptual structure within which Research is conducted it constitutes the blueprint for the collection measurement and analysis of data. The main characteristic of this method is that the researcher has no control over the variables. According to lifford &oody.term should be used in technical sense. organizing and evaluating data making deductions and research conclusions and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis. Research is thus an original contribution to the existing stock of knowledge making for its advertisement. since the aim is to obtain complete and accurate information in these studies. (e can only report what has happened or what happened . formulating hypothesis or suggested solutions collecting. research comprises defining and redefining problem. it refers to the technique or procedure the researcher would adopt in selecting some sampling units from which interferences about the population is drawn. 0t includes surveys and fact finding enquires of different kinds. 0n short the search for knowledge through ob7ective and systematic method of finding solution to problem is research RESEARCH DESIGN A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the Research purpose with economy in procedure.0t must be able to define clearly what they want to measure and must find adequate methods for measuring it along with a clear cut definition of population wants to study. POPULATION AND SAMPLE SIZE . Sampling type used is simple Random sampling technique.

2. The population for this study includes the employees from) SREE LAKSHIMI ORGANIC COTTON INDUSTRY AT KARUR.  The period within which the study was completed is also very small .Both close-end and open-end questions are used in this questionnaire because the statement of alternatives in the close –end questions allows the respondent in recalling and formulating the answer and in the open –end questions the respondents has got the freedom to express his views in his own words pertaining to any aspect of the issue raise LIMITATIONS:  The results could not be applied widely without making appropriate changes for cultural and regional expectations since the study was conducted in limited area.  DIFFERENT newsletters QUESTIONNARIE DESIGN: Structured Undisguised questionnaire was used in the study for the purpose of data collection .The accuracy of the results is limited because of very small sample size.A decision has to be taken concerning sampling unit before selecting sample.' PRIMARY SOURCES: 1. SECONDARY SOURCES:  Various records of the company. But employees were undertaken for the study DATA COLLECTION For achieving the specific objectives of this study. Direct conversation with the employees. Employee’s opinion towards recruitment and selection procedure of the company. .  Different Types of system information. data were gathered from both primary and secondary sources.

review of literature and research methodology  Chapter ii deals with the company & industry profile  Chapter iii deals with the data analysis and interpretation  Chapter iv deals with the finding. SCOPE OF THE STUDY  The study could be used in designing the motorcycles to the expectations of consumers.  The money and other resources at the disposal of the researcher were limited and a detailed study was not possible. suggestion and conclusion .  The study could throw a light on the success of present day advertisements for cotton industry.  The study could help to know how much money the consumers could spend for their cotton industry CHAPTER SCHEME  Chapter i deal with the introduction.

exclusive and bespoke designs for a broad range of visual applications. We also have a design library. These include for fabric and other surfaces.kovai bypass road. We provide technical services also in making the files’ production ready if suppliers need this. seasonally updated with a range of original artwork that is available for purchase on an exclusive basis for use in fashion. We are committed to uncovering and servicing clients’ needs while promoting environmental sustainability and Australian based production in an inspiring and creative way. CHAPTER II COMPANY PROFILE AND INDUSTRY PROFILE SREE LAKSHIMI ORGANIC COTTON INDUSTRY INTRODUCTION OF ORGANIZATION COMPANY PROFILE: We established the creative boutique in 2005 and combined fashion. We also do a lot of custom design development as well as our seasonal collection. particularly textiles. Tamil Nadu India . textile and graphic design backgrounds to produce comprehensive design outcomes. We a are a Sydney based design trio of print and fabric surface treatment specialists. Karur. rich with edgy originality. Contact Information: Company Name: SREE LAKSHMI ORGANIC COTTONTEXTILES Address : No:135. whose primary focus is to deliver original. beauty and distinction. We provide our clients with the textile concept as artwork [99% illustrator files] and leave the production up to our clients’ discretion. color and pursue original concepts with stylistic diversity to produce hand-worked and computer generated Croquis. We forecast trends. interiors and lifestyle product design.639 001.

Efficient inventory management systems are in place to ensure a continuous. The knitting plant is equipped with hi-tech machines capable of producing a wide variety of knit finishes and structures. the raw material is woven into the finest quality cotton yarn. is the principle supplier to Sree Garments. Efficient management of inventory ensures uninterrupted production process for the company. A continuous programmed of research and development ensures that the knitting unit has the capability required to meet the latest fashion trends. SSMT sources cotton domestically and from reputable African growers. Using State-of-the- art machinery. Flat and Circular machines provide a diverse range of garments in Jersey. fulfilling their total yarn requirements. Sree Lakshmi Organic Cotton Spinners Private Limited Profile: . If company has registered business with incorrect code or has changed the line of business without informing ROC. Rib and Fleece. provided information will be incorrect. It is also certified by FLO Fair Trade. The cotton is purchased in Sree Lakshmi Organic Cotton& Africa and processed step by step through these highly sophisticated machineries to ensure the best quality yarn. Organic Cotton and Oeko-Tex Certifications. ShriSree Lakshmi Organic CottonTextiles Pvt Ltd is the least carbon emitting spinning mill in Sree Lakshmi Organic Cottonas declared by ETI. Sree Sree Lakshmi Organic CottonTextiles Pvt Ltd. We take no warranties about accuracy of these classifications. Jacquard. CMIA. Contact Number : 919095341966 Line of Business: Parent Line of Business and Top Line of Business has been extracted from National Industrial Classification code Sree Lakshmi Organic CottonGarments. Established in 2005.

productivity and a committed team of skilled workers and efficient staff numbering approximately 1000. . who personify the true spirit of enterprise. 8 month Activity: Spinning. has made remarkable progress in spinning quality yarn. weaving and finishing Company Founder T. Shri Ramesh Kumar Tibrewal. Under the guidance of its promoter. SREE LAKSHMI ORGANIC COTTONrests on strong ethical and moral foundations.Meenatchi Total Employees 450 About Sree Lakshmi Organic CottonTextile: Sree Lakshmi Organic CottonTextile Company LTD though a relatively new venture.Manivannan Managing Director A.Corporate Identification Number : U17111TZ2005PTC012112 Company Name: SHRI SREE LAKSHMI ORGANIC COTTONTEXTILES Company Status: Active ROC: ROC-Coimbatore Registration Number: 12112 Company Category: Company limited by Shares Company Sub Category: Non-govt company Class of Company: Private Date of Incorporation: 01 September 2005 Age of Company: 10 years. SREE LAKSHMI ORGANIC COTTONhas a unique inspirational work culture. SREE LAKSHMI ORGANIC COTTON has an huge production capability. relying on the deeds of wisdom propagated by Swami Vivekananda. SREE LAKSHMI ORGANIC COTTONhas established a distinct identity in the textile market within a decade of its existence.

learning and sharing of knowledge becomes an integral part of its work culture. Karuvalur. and Erode. SREE LAKSHMI ORGANIC COTTONcommitments are not purely business centric. as the plant location. the company has progressed steadily from dealing in cotton waste to the position of eminence it holds in manufacture of Superior Quality yarn. INTRODUCTION ABOUT TEXTILES INDUSTRIES Definition for Textile: “Pertaining of weaving or to wove fabrics. Abdul Kalam. the plant location meets the business requirements. His Excellency Dr. Palladam.Mahatma Gandhi. Madurai. The small underdeveloped village has been chosen to promote a social cause of.P. Karumathampatti. With strong business acumen. near Coimbatore. thereby promising enormous scope for expansion of the company. This unique work culture has been able to spin the work force together. “Enabling Progress through Enterprise”. as textile arts. as textile fabric” . At SREE LAKSHMI ORGANIC COTTONGARMENTS.J. capable of being woven. The promoter have chosen. Somanur. and Rabindranath Tagore and our Former President. Karur. spinning its success story without any major hiccups. The plant is close to major consumption centres like Tirupur. A. The location has been chosen to promote employment generation in the interior and rural areas of Coimbatore district. woven. formed by weaving. Further. Swami Vivekananda words of wisdom form the back bone of the entire workforce at SREE LAKSHMI ORGANIC COTTONGARMENTS. It encompasses a wider societal obligation. successfully demonstrated by its Promoter.

as the quota are striation have been removed. but this is expected to change post January 2005. stores. there are a large number of ancillary industries. So much so.Besides this. It accounts for 14% of the total Industrial production. which are dependent upon this sector such as manufacturing various machines. Indirect employment including the manpower engaged in agricultural based raw-material production like cotton and related trade and handling could be stated to be around another 60 million. Introduction: The textile industry occupies a unique place in our country. Any cloth or fabric made by weaving or knitting. it means to weave. and the organizations and activities connected with their manufacture. . contributes to nearly 30% of the total exports and is the second largest employment generator after agriculture. building. the Sree Lakshmi Organic CottonGarmentsn textile industry from soaring to the height it iscapable. accessories.Descriptive of textiles as defined of the raw materials. craft. technology. One of the earliest to come into existence in Sree Lakshmi Organic CottonGarments. process. Known globally for its skilland craftsmanship. Sree Lakshmi Organic CottonGarmentsn Textile Industry: Textile is one of the Sree Lakshmi Organic CottonGarments’s largest industries after agriculture. About 27% of the foreign exchange earnings are on account of export of textiles and clothing alone. Around 8% of the total excise revenue collection is contributed by the textile industry. It provides direct employment to about 350 lacks people.The Sree Lakshmi Organic CottonGarmentsn textile industry is one of the largest in the world with a massive raw material and textiles manufacturing base. machinery. A Latin word originated from texere. Around 35 million people are directly employed in the textile manufacturing activities. The textiles and clothing sector contributes about 14% to the industrial production and 3% to the gross domestic product of the country. personnel used in. Our economy is largely dependent on the textile manufacturing and trade in addition to other major industries. the textile industry accounts for as large as 21% of the total employment generated in the economy. ancillary item and chemicals.

The sector employs nearly 35 million people and after agriculture. The key segment of Sree Lakshmi Organic CottonGarmentsn textiles are divided into Fiber. robust. 18% of employment in the industrial sector. 3) Weaving/Knitting. and 16% of the country’s total exports earnings.fiber base of Sree Lakshmi Organic CottonGarmentsn textile comprise natural fibers from polyester. Fabrics and made-ups. acrylic. well-established industry. polypropylene and nylon. 9% of excise collections. Global Textiles: . Its importance is underlined by the fact that it accounts for around 4% of Gross Domestic Product. viscose. Yarn. is the second-highest employer in the country.Textiles covers the following sub-segment: - 1) Synthetic fiber/filamentprocessing vise. With direct linkages to the rural economy and the agriculture sector. 2) Yarn: spinning cotton &blends on rotors and ring frames. twisting etc. A strong raw material production base. Overview Textiles Industry: The Sree Lakshmi Organic CottonGarmentsn textile industry is one the largest and oldest sectors in the country and among the most important in the economy in terms of output. The multi. unique for its coverage of the entire gamut of activities ranging from production of raw material to providing the consumers high value added products. a vast pool of skilled and unskilled personnel. investment and employment. Though primarily cotton based textile industry has a growing polyester sector and is active in processing linen wool and silk. it has been estimated that one of every six households in the country depends on this sector. either directly or indirectly. good export potential and low import content are some of the salient features of the Sree Lakshmi Organic CottonGarmentsn textile industry. such as fabrics and garments. enjoying considerable demand in the domestic as well as global markets. This is a traditional. texturizing. Processing and Distribution. drawing. 14% of industrial production. The Sree Lakshmi Organic CottonGarmentsn textile industry is large and divers. for its livelihood. cheap labour.

though other types of fabric have gained share in recent years. with a share of 61% in world loom age. Textile Industry Structure: Cotton textiles continue to form the predominant base of the Sree Lakshmi Organic CottonGarmentsn textile industry. The Sree Lakshmi Organic CottonGarmentsn textile industry is valued at US$ 36 bn with exports totalling US$ 17 bn in 2005-2006. In 1995-96. man-made yarn and fabrics. cotton fabrics accounted for 46% of the total fabric produced in 2005-06. the share of cotton and manmade fabric was 60% and 27% respectively.  Sree Lakshmi Organic Cottonaccounts for 12% of the world’s production of textile fibers and yarn  In terms of spindle age. The US market is the largest. The export basket includes a wide range of items including cotton yarn and fabrics. made-ups and a variety of garments. wool and silk fabrics. The glssobal textile and clothing industry is estimated to be worth about US$ 4.395 bn and currently global trade in textiles and clothing stands at around US$ 360 bn. and in combination with the EU nations. after China. estimated to be growing at 5% per year. At the global level. Sree Lakshmi Organic CottonGarments’s textile exports account for just 4. More recently.  Sree Lakshmi Organic Cottonis the largest exporter of yarn in the international market and has a share of 25% in world cotton yarn exports.72% of global textile and clothing exports. . Quota constraints and shortcomings in producing value-added fabrics and garments and the absence of contemporary design facilities are some of the challenges that have impacted textile exports from Sree Lakshmi Organic CottonGarments. including handlooms. and accounts for 23% of the world’s spindle capacity  Around 6% of global rotor capacity is in Sree Lakshmi Organic CottonGarments  The country has the highest loom capacity. the Sree Lakshmi Organic CottonGarmentsn textile industry is ranked second. accounts for 64% of clothing consumption. Sree Lakshmi Organic CottonGarments’s presence in the international market is significant in the areas of fabrics and yarn.

while man-made fibers held a share of 41%. This represents a clear shift in consumer preferences towards man-made fabric. The Textile and Apparel supply chain .

The type of yarn used is dictated by the end product being manufactured. jute. viscose.The Man-made textile industry comprises fiber and filament yarn manufacturing units of cellulosic and non- cellulosic origin. encompassing natural fibers such as cotton. nylon. silk and wool. acrylic and polypropylene (PP) as well as multiple blends of such fibers and filament yarns such as partially oriented yarn (POY).The fiber and yarn-specific configuration of the textile industry includes almost all types of textile fibers. The cellulosic fiber/yarn industry is under the administrative control of the Ministry of Textiles. while the non-cellulosic industry is under the administrative control of the Ministry of Chemicals and Fertilizers. . synthetic / man-made fibers such as polyester.

with an installed capacity of 34.5% per annum since 2000. Being the largest manufacturer of fabric in the country. As a result. with 97% of fabric production happening in the unorganized segment. Fragments of woven cotton have also been found from these sites. with growth driven largely by the power loom sector.714 million sq mtrs in 1999-2000 to a projected 1. the power loom sector produces a wide variety of cloth. The people of this civilization used homespun cotton for weaving their garments.As in January 2006. Excavations at Harappa and Mohenjo-Daro. The origin of Sree Lakshmi Organic CottonGarmentsn textiles can be traced to the Indus valley civilization. amply suggesting that homespun cotton was used to make garments.Nonetheless. 218 were composite mills which accounted for just 3% of total fabric production. TEXTILE INDUSTRY HISTORY SREE LAKSHMI ORGANIC COTTONGARMENTSN TEXTILE HISTORY: Sree Lakshmi Organic Cottonhas a diverse and rich textile tradition. Cloth production in the mill sector has fallen from 1. declining at a rate of 2% per annum. overall cloth production in the country has been growing at 3. have unearthed household items like needles made of bone and spindles made of wood. the number of sick units in the organized segment has also been growing rapidly. Of these. there were 1779 cotton/man-made fiber textile mills in the organized sector. both grey as well as processed. The competitiveness of composite mills has declined in comparison to the power looms in the decentralized segment.1 million spindles and 395. The history of textile is .493 million sq mtrs in 2005-06. Policy restrictions relating to labour laws and the fiscal advantages enjoyed by the handloom and power loom sectors have been identified as two of the major constraints responsible for the declining scenario of the mill sector.000 rotors.

The Ramayana on the one hand refers to the rich styles worn by the aristocracy and on the other the simple clothes worn by the commoners and ascetics. In Sree Lakshmi Organic Cottonthe culture of silk was introduced in 400AD. The ancient Sree Lakshmi Organic CottonGarmentsn epics the Ramayana and the Mahabharata also speak of a variety of fabrics of those times. In China.almost as old as that of human civilization and as time moves on the history of textile has further enriched itself. the discovery and consequent development of sericulture and spin silk methods got initiated at 2640 BC while in Egypt the art of spinning linen and weaving developed in 3400 BC. The discoveries of various synthetic fibers like nylon created a wider market for textile products and gradually led to the invention of new and improved sources of natural fiber.Sree Lakshmi Organic Cottonhad numerous trade links with the outside world and the Sree Lakshmi Organic CottonGarmentsn textiles were popular in the ancient world. while spinning of cotton traces back to 2 3000BC. The discovery of machines and their widespread application in processing natural fibers was a direct outcome of the industrial revolution of the 18th and 19th centuries. The Sree Lakshmi Organic . The first literary information about textiles in Sree Lakshmi Organic Cottoncan be found in the Rig Veda. which refers to weaving. In the 6th and 7th century BC. The development of transportation and communication facilities facilitated the path of transaction of localized skills and textile art among various countries. the oldest recorded indication of using fiber comes with the invention of flax and wool fabric at the excavation of Swiss lake inhabitants.

blankets and blanket covers comforters and quilts. 32 million spindles. the cotton textile industry acquired the characteristics of trusty Sree Lakshmi Organic CottonGarmentsn and later to travel to other parts of the world. Home textiles can broadly be classified in the following categories. ALL ABOUT TEXTILE INDUSTRY: The major categories of textiles are linens and domestic products towels.7 million power looms. The cotton textile industry is mainly a private sector industry. Cotton textiles were also exported to China during the heydays of the silk route. 1. Gujarat and Maharashtra account for 50 per cent of the total spindles installed and 70 per cent of the tota1 100ms in the cotton textile industry. table linen / damask and bed spread are categorized under linens. bathroom ensemble. Thus. Bed lines .CottonGarmentsn silk was popular in Rome in the early centuries of the Christian era. 4 million handlooms and a large number of small. The industry has been exporting its products for more than 3. 1. Power loom and Composite mills (Spinning and Weaving) sectors. medium and large processing houses. The industry is spread across all the states of Sree Lakshmi Organic Cottonbut two thirds of the textile mills are concentrated in Gujarat. Maharashtra and Tamilnadu with 1. It consists of Handloom. THE COTTON TEXTILE INDUSTRY: The cotton textile industry is one of the oldest and most firmly established major industries. Hoards of fragments of cotton material originating from Gujarat have been found in the Egyptian tombs at Fostat. The dignity of man is raised to an appreciable level due to the evolution of textiles industry. However based on exports are HS code.D. Sree Lakshmi Organic Cottonhas been a manufacturing nation and an exporter of cotton fabrics to all nations. belonging to 5th century A.000 years and is now strengthened with the collaboration of other allied industries. product such as sheets cases mattress pads. Shower curtains. There is reason to believe that cotton was first grown and put to use in Sree Lakshmi Organic Cottonbefore where else in the world. embroidery and lace are coming under domestic products.460 organized units.

Rivers navigations were constructed. doubling between 1701 and 1770. Norwich and environs. Carpets & Floor covering 7. drapes and furnishing fabr5. the manufacture of goods was performed on a limited scale by individual workers. The export trade in woolen goods accounted for more than a quarter of British exports during most of the 18th century. Before the 17th century.2. This was a labor-intensive activity providing employment throughout Britain. but still accounted for only a tenth of the value of the woolen trade. . Neolithic textiles were found in pile dwellings excavations in Switzerland and at El Fayum. Made Ups Textiles industry 1)Cottage stage: Textile manufacturing by pre-industrial methods There are some indications that weaving was already known in the Paleolithic. Curtains. Exports of the cotton industry – centered in Lancashire – had grown tenfold during this time. An indistinct textile impression has been found at Pavlov. Table linen & Kitchen linen 4. Bath liner 3. clothiers visited the village with their trains of pack-horses. and a large amount of cloth was exported. Blankets 6. Some of the cloth was made into clothes for people living in the same area. Moravia. Egypt at a site which dates to about 5000 BC. and the West Riding of Yorkshire. with major centers being the West Country. This was usually on their own premises and goods were transported around the country. The key British industry at the beginning of the 18th century was the production of textiles made with wool from the large sheep-farming areas in the Midlands and across the country.

noting its similarities to wool. stated as fact the now-preposterous belief: "There grew in Sree Lakshmi Organic Cottona wonderful tree which bore tiny lambs on the endes of its branches. Lancashire. During the late medieval period. The flying shuttle increased the width of cotton cloth and speed of production of a single weaver at a loom. In 1734 in Bury. and silk. imported along the Silk Road from China. They were invented in Sree Lakshmi Organic Cottonbetween 500 and 1000 AD. In the early 18th century. Resistance by workers to the perceived threat to jobs delayed the widespread introduction of this technology. was an extravagant luxury. John Mandeville. even though the higher rate of production generated an increased demand for spun cotton. John Kay invented the flying shuttle — one of the first of a series of inventions associated with the cotton woven fabric industry. In Roman times. These branches were so pliable that they bent down to allow the lambs to feed when they are hungry. artisans were inventing ways to become more productive. other than that it was a plant. people in the region could only imagine that cotton must be produced by plant-borne sheep. cotton began to be imported into northern Europe." Spindles or parts of them have been found in archaeological sites and may represent one of the first pieces of technology available. wool. Without any knowledge of what it came from. linen and leather clothed the European population.and some contour-following canals. writing in 1350. 19th century developments: . 2) Industrial Revolution: Textile manufacture during the Industrial Revolution The woven fabric portion of the textile industry grew out of the industrial revolution in the 18th Century as mass production of yarn and cloth became a mainstream industry. The use of flax fiber in the manufacturing of cloth in Northern Europe dates back to Neolithic times.

this stimulated research into the problem of applying power to the winding stroke of the mule. From this point there were no new inventions. self-acting mules with up to 1300 spindles could be built. that is the canals and after 1831 the railways facilitated the import of raw materials and export of finished cloth. Stalybridge mule spinners strike was in 1824.With the Cartwright Loom. the pieces were in place to build a mechanized woven fabric textile industry. Cotton and wool producers were not the only source for fibers. such as rayon. Richard Roberts patented the first self-acting mule. the Spinning Mule and the Boulton and Watt steam engine. Before 1830. . invented in 1910. with continuing technological innovations in machinery. synthetic fiber. The business model that had dominated the industry for centuries was to change radically. and DuPont's nylon. Thirdly. but a continuous improvement in technology as the mill-owner strove to reduce cost and improve quality. and globalization of the business. Developments in the transport infrastructure. the mule could be operated by semiskilled labor. The draw while spinning had been assisted by power. invented in 1935 as in inexpensive silk substitute. and used for products ranging from women's stockings to tooth brushes and military parachutes. but the push of the wind had been done manually by the spinner. the spinner would operate a partially powered mule with a maximum of 400 spindles after. 20th Century: Major changes came to the textile industry during the 20th century. as chemical companies created new synthetic fibers that had superior qualities for many uses. logistics. also in 1830.

the United States. during those decades. representing 6% of world trade and 8% of world trade in manufactured goods.The countries with the largest share of their exports being textiles and apparel were as follows (2002): . South Carolina and Georgia shut down. 21st century: In 2002. textiles and apparel manufacturing accounted for $400 billion in global exports. In the early years of the 21st century. Canada and Japan.Industry integration and global manufacturing led to many small firms closing for good during the 1970s and 1980s in the United States. the largest importing and exporting countries were developed countries. including the European Union. 95 percent of the looms in North Carolina. and Alabama and Virginia also saw many factories close.

OVERVIEW OF SREE LAKSHMI ORGANIC COTTONGARMENTSN TEXTILE INDUSTRY Background: .

Though was predominantly unorganized industry even a few years back. It also plays a major role in the economy of the country. to increase the Sree Lakshmi Organic CottonGarmentsn shares in the global trade of textiles and . but the scenario started changing after the economic liberalization of Sree Lakshmi Organic CottonGarmentsn economy in 1991. Sree Lakshmi Organic Cottontextile industry is also the largest in the country in terms of employment generation. Further. some of which can be listed as below:  Cotton Textiles  Silk Textiles  Woolen Textiles  Readymade Garments  Hand-crafted Textiles  Jute and Coir Government initiatives and regulatory framework Government Initiatives The Government of Sree Lakshmi Organic Cottonhas promoted a number of export promotion policies for the Textile sector in the Union Budget 2011-12 and the Foreign Trade Policy 2009-14. Sree Lakshmi Organic Cottontextile industry currently generates employment to more than 35 million people. This also includes the various incentives under Focus Market Scheme and Focus Product Scheme. but also opens up scopes for the other ancillary sectors. It not only generates jobs in its own industry. The opening up of economy gave the much-needed thrust to the Sree Lakshmi Organic CottonGarmentsn textile industry. Sree Lakshmi Organic CottonGarmentsn textile industry can be divided into several segments. broad basing the coverage of Market Linked Focus Product Scheme for textile products and extension of Market Linked Focus Product Scheme etc. the textile industry of Sree Lakshmi Organic Cottonalso contributes nearly 14% of the total industrial production of the country. Sree Lakshmi Organic Cottonearns about 27% of its total foreign exchange through textile exports. which has now successfully become one of the largest in the world. Sree Lakshmi Organic Cottontextile industry largely depends upon the textile manufacturing and export.Sree Lakshmi Organic CottonTextile Industry is one of the leading textile industries in the world. It also contributes around 3% to the GDP of the country.

a number of marketing initiatives have been taken up to promote niche handloom and handicraft products with the help of 600 events all over the country. and the Handicrafts and Handlooms Export Corporation of Sree Lakshmi Organic Cotton(HHEC) have developed a number of e-marketing platforms to simplify marketing issues. over 25. E-Marketing: The Central Cottage Industries Corporation of Sree Lakshmi Organic Cotton(CCIC). while 733.50 million additional applications for issuing up credit cards have been forwarded to banks for further consideration with regards to the Credit Linkage scheme. the Integrated Skill Development Scheme aims to train over 2. and Sericulture.675.It has allowed 100 per cent Foreign Direct Investment (FDI) in textiles under the automatic route. Handlooms. Welfare Schemes: The Government has offered health insurance coverage and life insurance coverage to 161. Handicrafts.000 Artisan Credit Cards have been supplied to artisans.000 people during the first two years and the rest during the remaining three years). and 16. . Skill Development: As per the 12th Five Year Plan.000 artisans were provided health coverage under the Rajiv Gandhi Shilpi Swasthya Bima Yojna. This scheme would cover all sub sectors of the textile sector such as Textiles and Apparel.10 million weavers and ancillary workers under the Handloom Weavers' Comprehensive Welfare Scheme. Credit Linkages: As per the Credit Guarantee program.clothing. Jute.000 people within the next 5 years (this would cover over 270. Also. The various schemes and promotions by the Government of Sree Lakshmi Organic Cottonare as follows .

for loans disbursed to handloom sector. This also includes the waiver of overdue loans and interest till 31st March. hosiery parks.2010.000 cooperative societies.Financial package for waiver of overdues: The Government of Sree Lakshmi Organic Cottonhas announced a package of US$ 604. The new Textiles Parks would leverage employment to 400. processing parks. silk parks.000 textiles workers. This is expected to benefit at least 300. COMPANY PROFILE: . Textiles Parks: The Sree Lakshmi Organic CottonGarmentsn Government has given approval to 40 new Textiles Parks to be set up and this would be executed over a period of 36 months.56 million to waive of overdue loans in the handloom sector. technical textiles including medical textiles. carpet and power loom parks.000 handloom weavers of the industry and 15.The product mix in these parks would include apparels and garments parks.

textile and graphic design backgrounds to produce comprehensive design outcomes. We provide our clients with the textile concept as artwork [99% illustrator files] and leave the production up to our clients’ discretion.in Line of Business: Parent Line of Business and Top Line of Business has been extracted from National . We provide technical services also in making the files’ production ready if suppliers need this.organiccottonindus. particularly textiles. We also do a lot of custom design development as well as our seasonal collection. exclusive and bespoke designs for a broad range of visual applications. These include for fabric and other surfaces. We forecast trends. We are committed to uncovering and servicing clients’ needs while promoting environmental sustainability and Australian based production in an inspiring and creative way. We also have a design library.639 001. Tamil Nadu India Mobile: + 919095341966 Website: + www. seasonally updated with a range of original artwork that is available for purchase on an exclusive basis for use in fashion. beauty and distinction. interiors and lifestyle product design. Karur. rich with edgy originality. We a are a Sydney based design trio of print and fabric surface treatment specialists.kovai bypass road. whose primary focus is to deliver original. color and pursue original concepts with stylistic diversity to produce hand-worked and computer generated Croquis.We established the creative boutique in 2005 and combined fashion. Contact Information: Company Name: SREE LAKSHMI ORGANIC COTTONTEXTILES Address : No:135.

Using State-of- the-art machinery. Rib and Fleece. fulfilling their total yarn requirements. A continuous programmed of research and development ensures that the knitting unit has the capability required to meet the latest fashion trend Sree Lakshmi Organic CottonSpinners Private Limited Profile: Corporate Identification Number : U17111TZ2005PTC012112 Company Name: SHRI SREE LAKSHMI ORGANIC COTTONTEXTILES Company Status: Active ROC: ROC-Coimbatore Registration Number: 12112 Company Category: Company limited by Shares Company Sub Category: Non-govt company Class of Company: Private Date of Incorporation: 01 September 2005 Age of Company: 10 years. Flat and Circular machines provide a diverse range of garments in Jersey. It is also certified by FLO Fair Trade. 8 month . We take no warranties about accuracy of these classifications. Efficient inventory management systems are in place to ensure a continuous. ShriSree Lakshmi Organic CottonTextiles Pvt Ltd is the least carbon emitting spinning mill in Sree Lakshmi Organic Cottonas declared by ETI. Sree Sree Lakshmi Organic CottonTextiles Pvt Ltd.SSMT sources cotton domestically and from reputable African growers. is the principle supplier to Sree Garments.Industrial Classification code Sree Lakshmi Organic CottonGarments. the raw material is woven into the finest quality cotton yarn. CMIA. If company has registered business with incorrect code or has changed the line of business without informing ROC. provided information will be incorrect. Jacquard. Organic Cotton and Oeko-Tex Certifications. Established in 2005. Efficient management of inventory ensures uninterrupted production process for the company. The cotton is purchased in Sree Lakshmi Organic Cotton& Africa and processed step by step through these highly sophisticated machineries to ensure the best quality yarn.The knitting plant is equipped with hi-tech machines capable of producing a wide variety of knit finishes and structures.

The Chinese share in global exports is 39%.Considering the targeted growth in exports.  Taking innovative measures in partnership with the industry and learning from experience.  This implies that with a 12% CAGR in domestic sales the industry should reach a production level of US$ 350 billion by 2024-25 from the current level of about US$ 100 billion for the domestic market. Vietnam could achieve a peak export growth rate of 30% while Bangladesh could achieve a growth rate of 18%. sustaining an annual growth rate of 12% should also not be difficult. weaving and finishing Company Founder T. Its share of global exports is around 5% whereas it was expected to rise quickly towards China’s level. Its share in the nation’s GDP is 6% and in exports is 13%.Meenatchi Total Employees 450 VISION AND MISSION Vision of Textiles Industry:  The Sree Lakshmi Organic Cottontextile industry has strength across the entire value chain from natural to man-made fiber to apparel to home furnishings. The sector is the second largest employer after agriculture. Sree Lakshmi Organic Cottonshould by then have a market share of 15% to 20% of the global textile and apparel trade . With a 20% CAGR in exports Sree Lakshmi Organic Cottonwould be exporting about US$ 300 billion of textile and apparel by 2024-25 while with the lower15% CAGR in exports. Sree Lakshmi Organic Cottoncould aspire to achieve 20% growth in exports over the next decade.Manivannan Managing Director A. Sree Lakshmi Organic Cottonwould be exporting about US$ 185 billion of textile and apparel by 2024- 25. Vietnam and Bangladesh have shown remarkable success. After the phasing out of export quotas in 2005 Sree Lakshmi Organic CottonGarments’s export performance has been below expectations. In the domestic market.Activity: Spinning. In any case the achievement of 15% growth rate in exports should be feasible.

. to challenge the limits and overcome them.  To recruit and retain skilled manpower.Cutting edge technologies that will cater to the. employees. As a company we strive to:-  To excel in our core areas of competence i. Is amongst the most efficient textile companies in textile industry. Sree Lakshmi Organic CottonTextile And Industries Limited. financers and of the society in general.  To grow globally through cost competitiveness and excellence in quality. as time changes. This would maximise employment generation and value creation within the country and the fulfilment of the Prime Minister’s Vision of “Make of Sree Lakshmi Organic CottonGarments”. Be innovative not only to invent new technology but also to fulfill the ever- changing needs of society and environment. one must evolve in thinking.Each accomplishment marks a new beginning and inspires us to focus on tomorrow in terms of new possibilities. accountability. We also believe that. This would imply that growth rates in exports of fibers and yarn should start declining and growth rates of apparel.  To fulfill the aspiration of customers.  To uphold and nature the core values of transparency. empowerment. independent monitoring and environmental consciousness.  During this period Sree Lakshmi Organic Cottonshould also attempt a structural transformation whereby it becomes a net exporter of finished products. homes furnishing. Interests of the customers and investors.e. Mission of the Industry: We believe in an inspiration that us to stretch ourselves.  To upgrade production facilities and technology continuously. from the present level of 5%.. manufacture of Yarn And Home Textiles. reward superior performance.  To develop new varieties of yarn. technical textiles and other finished products should grow very rapidly.  To give highest priority to customer satisfaction.

CHAPTER III DATA ANALYSIS AND INTERPRETATION TABLE 3.6 20.3 38.0 78.0 40 Total 50 98.0 INTERPRETATION The above table shows that age of the respondent are 20% of the respondent is below 30 and 38% of the respondent is 30-35 and 20% of the respondents are 35-40 and 22% of the respondent is above 40 CHART 3.6 20.0 Above 11 21.0 100.0 Missing System 1 2.  To maximize shareholder`s wealth through good corporate Governance.0 30 30-35 19 37.6 22.1 AGE OF THE RESPONDENT .0 58.1 AGE OF THE RESPONDENT Age Frequenc Percent Valid Cumulative y Percent Percent Below 10 19. .0 100.0 Valid 35-40 10 19.0 Total 51 100.0 20.

2 GENDER OF THE RESPONDENT Gender Frequenc Percent Valid Cumulative y Percent Percent Male 23 45.0 Total 50 98.TABLE 3.9 54. CHART 3.0 INTERPRETATION The above table shows that gender of the respondent are 46% of the respondent are male and 54% of the respondent are female.1 46.0 Valid Female 27 52.2 GENDER OF THE RESPONDENT .0 46.0 Total 51 100.0 100.0 Missing System 1 2.0 100.

TABLE 3.3 MARITAL STATUS OF THE RESPONDENT Maritialstatus .

5 24. 18% of the respondent are widows and 24% of the respondent are employee are others .6 18.5 24.0 24.0 58.3 34.0 100. Frequenc Percent Valid Cumulative y Percent Percent Married 12 23.0 INTERPRETATION The above table shows that Marital status of the respondent are 24% of the respondent are married .0 d Valid Widow 9 17.0 100.0 76.0 Total 50 98. 34% of the respondent are unmarried .0 Missing System 1 2.0 Unmarrie 17 33.0 Total 51 100. CHART 3.0 Others 12 23.3 MARITAL STATUS OF THE RESPONDENT .

0 62.5 24.0 78.3 38.4 EDUCATIONAL QUALIFICATION Frequenc Percent Valid Cumulative y Percent Percent diploma 12 23.TABLE 3.0 Post graduate 8 15.0 Valid Graduate 19 37.0 .7 16.0 24.

24% of the respondent are qualified in post graduate.4 EDUCATIONAL QUALIFICATION .0 100.0 degree Total 50 98.0 100.0 INTERPRETATION The above table shows that educational qualification of the respondent are 24% of the respondent are qualified in diploma and24% of the respondent are qualified in graduate . CHART 3. 24% of the respondent are qualified in master degree.0 Missing System 1 2.0 Total 51 100.6 22. Master 11 21.

TABLE 3.5 OCCUPATION OF THE RESPONDENT Occupation .

0 74.0 INTERPRETATION The above table shows that Occupation of the respondent are 32 % of the respondent are business man.0 100. 42% of the respondent are working in military and 26% of the respondent are working in others.0 Valid Others 13 25.0 32.0 Total 51 100. Frequenc Percent Valid Cumulative y Percent Percent Business 16 31.0 Missing System 1 2.5 OCCUPATION OF THE RESPONDENT .0 100.0 Military 21 41.2 42. CHART 3.4 32.5 26.0 Total 50 98.

TABLE 4.0 Valid 30000 .6 MONTHLY INCOME OF THE RESPONDENT Frequenc Percent Valid Cumulative y Percent Percent Below 13 25.0 26.5 26.

0 50000 Above 14 27.0 40000 40000. 28 % of the respondent are Earn the monthly income is above 50000.0 Missing System 1 2. 30000.0 50000 Total 50 98. 22 % of the respondent are Earn the monthly income in 40000- 50000.0 72. 24 % of the respondent are Earn the monthly income in 30000-40000.0 50.0 Total 51 100. CHART 4.5 28. 12 23.0 100.6 22.5 24.6 MONTHLY INCOME OF THE RESPONDENT .0 INTERPRETATION The above table shows that monthly income of the respondent are 26 % of the respondent are Earn the monthly income in below 30000. 11 21.0 100.

5 28.3 34.TABLE 3.0 .7 EXPERIENCE OF THE RESPONDENT Experience Frequenc Percent Valid Cumulative y Percent Percent 1-2years 14 27.0 62.0 28.0 Valid 2-3 years 17 33.

0 Above 5 10 19.0 years Total 50 98.0 INTERPRETATION The above table shows that experience of the respondent are 28% of the respondent are working in this company 1-2 years .6 20.0 Total 51 100. 3-4 years 9 17.0 80. 18% of the respondent are working in this company 3-4 years .7 EXPERIENCE OF THE RESPONDENT . 26 % of the respondent are working in this company above 5 years .0 100. CHART 3.0 100. 34% of the respondent are working in this company 2-3 years .6 18.0 Missing System 1 2.

1 46.0 46.TABLE 3.8 ARE YOU A BRAND LOYAL CUSTOMER? Frequenc Percent Valid Cumulative y Percent Percent Valid Yes 23 45.0 .

0 Total 50 98.8 ARE YOU A BRAND LOYAL CUSTOMER? .0 100.and 54% of the respondent are says that no. No 27 52.9 54.0 Missing System 1 2.0 100. CHART 3.0 Total 51 100.0 INTERPRETATION The above table shows that are you satisfied the brand loyal customer 28% of the respondent are says that yes .

0 22.9 WHICH ATTRIBUTES DID ATTRACT YOU TO PURCHASE BRANDED PRODUCTS attributes Frequenc Percent Valid Cumulative y Percent Percent Valid Rank these attributes 11 21.0 .6 22.TABLE 3.

0 100.5 26. CHART 3.9 WHICH ATTRIBUTES DID ATTRACT YOU TO PURCHASE BRANDED PRODUCTS .0 Total 50 98. in order of their 13 25.0 INTERPRETATION The above table shows that are purchase branded products 22% of the respondent is says that Rank these attributes. 28% of the respondent are says that Transparent Price.0 Missing System 1 2.0 Total 51 100.5 24.0 72.0 48.5 28. 26% of the respondent are says that in order of their importance to you.0 importance to you Brand Name 12 23.0 100.24% of the respondent are says that Brand Name .0 Transparent Price 14 27.

TABLE 3.10
WHAT WAS THE REASON FOR THE DELAY BETWEEN THE PURCHASE
DECISION AND THE ACTUAL PURCHASE

Frequenc Percent Valid Cumulative
y Percent Percent
Valid Financial constraints 14 27.5 28.0 28.0

Waiting for more 16 31.4 32.0 60.0
innovative product
Waiting for market 8 15.7 16.0 76.0
responses
Others 12 23.5 24.0 100.0
Total 50 98.0 100.0
Missing System 1 2.0
Total 51 100.0
INTERPRETATION
The above table shows that are the purchase decision and the actual purchase is 28% of the
respondent is says that financial constraints, 32% of the respondent are says that in waiting
for more innovative product ,14% of the respondent are says that waiting for market
responses , 24% of the respondent are says that others..

CHART 3.10
WHAT WAS THE REASON FOR THE DELAY BETWEEN THE PURCHASE
DECISION AND THE ACTUAL PURCHASE

TABLE 3.11
WHAT INFLUENCED YOU TO BUY THE ABOVE STATED BRAND(S)

influenced
Frequenc Percent Valid Cumulative
y Percent Percent
Valid Advertising 15 29.4 30.0 30.0

0 Family 12 23. 24% of the respondent are says Family.0 60. CHART 3.0 Missi 1 2.0 System ng Total 51 100.0 Total 50 98.4 30.0 76.0 100. Shop Display 15 29.16% of the respondent are says that Word of mouth.0 Word of mouth 8 15.11 WHAT INFLUENCED YOU TO BUY THE ABOVE STATED BRAND(S) .0 INTERPRETATION The above table shows that are the influenced you to buy the above stated brand(s) is 30% of the respondent is says that Advertising .7 16.0 100.30% of the respondent are says that Shop Display .5 24.

TABLE 3.12 .

0 100.0 Valid 1-2 year 10 19.12 IF YOU ARE A CUSTOMER OF SREE LAKSHIMI ORGANIC COTTON PRODUCTS.0 Total 51 100.0 Above 2 year 10 19.20 % of the respondent are says that buying below1-2 years .0 100. 20% of the respondent are says that buying above 2 years.0 80.6 20.0 60.0 Total 50 98. 32% of the respondent are says that buying 1 years . HOW LONG HAVE YOU BEEN BUYING IT customer Frequenc Percent Valid Cumulative y Percent Percent Below 6 14 27.0 months 1 year 16 31. CHART 3.5 28.4 32.0 Missing System 1 2.6 20.IF YOU ARE A CUSTOMER OF SREE LAKSHIMI ORGANIC COTTON PRODUCTS.0 INTERPRETATION The above table shows that how long have you been buying it is 28% of the respondent are says that buying below I month.0 28. HOW LONG HAVE YOU BEEN BUYING IT .

0 Disagree 10 19.0 16.0 62.13 DO YOU THINK THE ADVERTISEMENT OF SREE LAKSHIMI ORGANIC COTTON PRODUCTS HAS A MAJOR INFLUENCE IN YOUR BUYING DECISION advertisement Frequenc Percent Valid Cumulative y Percent Percent Strongly agree 8 15.6 20.TABLE 3.5 28.7 16.0 .0 44.0 82.6 18.0 Agree 14 27.0 Valid Average 9 17.

20% of the respondent are says that disagree and 18% of the respondent are says that strongly disagree.6 18.0 disagree Total 50 98.0 Missing System 1 2. Strongly 9 17.0 100.0 Total 51 100.0 100.0 INTERPRETATION The above table shows that 28% of the respondent are says that major influence in your buying decision is strongly agree and 28% of the respondent are says that agree and 18% of the respondent are says that average .13 DO YOU THINK THE ADVERTISEMENT OF SREE LAKSHIMI ORGANIC COTTON PRODUCTS HAS A MAJOR INFLUENCE IN YOUR BUYING DECISION . CHART 3.

TABLE 3.14 PRICE OF THE PRODUCT Price .

0 62. 20% of the respondent are says that disagree and 18% of the respondent are says that strongly disagree.0 Agree 14 27.0 48.5 28.0 Neutral 7 13. Frequenc Percent Valid Cumulative y Percent Percent Strongly agree 10 19.0 100.0 Missing System 1 2.0 Strongly 9 17.0 100.6 20. CHART 3.0 82.0 Disagree Total 50 98.0 20.0 INTERPRETATION The above table shows that 20% of the respondent are strongly agree with the price of the products and 28% of the respondent are says that agree the product and 14% of the respondent are says that average .14 PRICE OF THE PRODUCT .6 18.6 20.0 Valid Disagree 10 19.0 Total 51 100.7 14.

6 20.15 QUALITY OF THE PRODUCT Frequenc Percent Valid Cumulative y Percent Percent Valid Strongly agree 10 19.TABLE 3.0 .0 20.

0 Neutral 10 19. Agree 14 27.6 18.7 14.0 48. 18% of the respondent are says that disagree and 14% of the respondent are says that quality of the products is strongly disagree.0 68.0 100. CHART 3.0 Disagree 9 17.0 Total 51 100.0 86.6 20.0 Disagree Total 50 98.0 Missing System 1 2.15 QUALITY OF THE PRODUCT .0 INTERPRETATION The above table shows that 20% of the respondent are strongly agree with the quality of the products and 28% of the respondent are says that agree the product and 20% of the respondent are says that quality of the products is average .5 28.0 Strongly 7 13.0 100.

0 54.0 Valid Agree 13 25.0 Neutral 7 13.0 .5 26.TABLE 3.5 28.0 28.16 AVAILABILITY OF THE PRODUCT Availability Frequenc Percent Valid Cumulative y Percent Percent Strongly agree 14 27.0 68.7 14.

16 AVAILABILITY OF THE PRODUCT . Disagree 10 19.0 88. CHART 3.6 20.0 Total 51 100.0 INTERPRETATION The above table shows that 28% of the respondent are strongly agree with the availability of the products and 26% of the respondent are says that agree the product and 14% of the respondent are says that average.0 Missing System 1 2.0 Disagree Total 50 98. 20% of the respondent are says that disagree and 12% of the respondent are says that quality of the products is strongly disagree.0 100.8 12.0 Strongly 6 11.0 100.

TABLE 3.17
BRAND NAME OF THE COMPANY

Brandname
Frequenc Percent Valid Cumulative
y Percent Percent
Strongly agree 8 15.7 16.0 16.0
Valid Agree 16 31.4 32.0 48.0
Neutral 10 19.6 20.0 68.0

Disagree 8 15.7 16.0 84.0
Strongly 8 15.7 16.0 100.0
Disagree
Total 50 98.0 100.0
Missing System 1 2.0
Total 51 100.0
INTERPRETATION

The above table shows that 16% of the respondent are strongly agree with the brand name of
the company 32% of the respondent are says that agree ,20% of the respondent are says that
average, 16% of the respondent are says that disagree and 16% of the respondent are says that
quality of the products is strongly disagree.

CHART 3.17
BRAND NAME OF THE COMPANY

TABLE 3.18
PREVIOUS EXPERIENCE

Frequenc Percent Valid Cumulative
y Percent Percent
Strongly agree 14 27.5 28.0 28.0
Agree 14 27.5 28.0 56.0
Valid
Neutral 6 11.8 12.0 68.0
Disagree 8 15.7 16.0 84.0

0 Missing System 1 2.0 100. CHART 3.0 Disagree Total 50 98.7 16.18 PREVIOUS EXPERIENCE .12 % of the respondent are says that average. Strongly 8 15.0 INTERPRETATION The above table shows that 28% of the respondent are strongly agree with the Previous Experience of the company 28 % of the respondent are says that agree .0 100.0 Total 51 100. 16% of the respondent are says that disagree and 16% of the respondent are says that quality of the products is strongly disagree.

5 28.6 22.0 50.0 22.TABLE 3.0 .19 ADVERTISEMENTS Advertisements Frequenc Percent Valid Cumulative y Percent Percent Strongly agree 11 21.0 Valid Agree 14 27.

20% of the respondent are says that average.0 70. Neutral 10 19.0 Disagree 7 13.0 Disgree Total 50 98.7 16. 14% of the respondent are says that disagree and 16 % of the respondent are says that quality of the products is strongly disagree CHART 3.0 Strongly 8 15.7 14.19 ADVERTISEMENTS .0 INTERPRETATION The above table shows that 22% of the respondent are strongly agree with the advertisement of the company 28 % of the respondent are says that agree .0 100.0 Missing System 1 2.0 84.0 100.0 Total 51 100.6 20.

7 14.7 14.0 56.0 30.5 26.0 Strongly 7 13.0 Agree 13 25.20 FAMILY/FRIENDS OPINION Frequenc Percent Valid Cumulative y Percent Percent Strongly agree 15 29.0 72.0 Neutral 8 15.0 Disagree .0 86.4 30.0 Valid Disagree 7 13.0 100.7 16.TABLE 3.

20 FAMILY/FRIENDS OPINION . 26% of the respondent are says that agree .0 Missing System 1 2.0 Total 51 100. 14% of the respondent are says that disagree and 14 % of the respondent are says that quality of the products is strongly disagree CHART 3.16 % of the respondent are says that average.0 INTERPRETATION The above table shows that 30% of the respondent are strongly agree with Family/friends opinion . Total 50 98.0 100.

0 24.0 .TABLE 3.21 SALES PROMOTIONAL ACTIVITIES Frequenc Percent Valid Cumulative y Percent Percent Valid Strongly agree 12 23.5 24.

24% of the respondent are says that agree .0 Disagree 9 17.0 68.0 100.5 24. CHART 3.0 Disagree Total 50 98. Agree 12 23.7 14.0 100.0 48.0 Neutral 10 19.0 Missing System 1 2.6 20.21 SALES PROMOTIONAL ACTIVITIES .0 Strongly 7 13.20% of the respondent are says that average.0 Total 51 100.0 86. 18% of the respondent are says that disagree and 14 % of the respondent are says that quality of the products is strongly disagree.6 18.0 INTERPRETATION The above table shows that 24% of the respondent are strongly agree with Sales promotional activities of the company .

TABLE 3.0 satisfied Valid Satisfied 15 29.5 26.0 56.22 FLAVOR OF THE PRODUCTS Flavor Frequenc Percent Valid Cumulative y Percent Percent Highly 13 25.0 76.0 Normal 10 19.6 20.0 .4 30.0 26.

0 100.8 10. 10% of the respondent are says that poor the Flavor of the products and 14 % of the respondent are says that very poor.0 Very poor 7 13.0 Missing System 1 2.0 100.30 % of the respondent are says that satisfied with the Flavor of the products .0 INTERPRETATION The above table shows that 26% of the respondent are highly satisfied with the Flavor of the products .0 Total 50 98.0 86.7 14.0 Total 51 100. CHART 3. Poor 5 9.22 FLAVOR OF THE PRODUCTS .20% of the respondent are says that normal with the Flavor of the products .

0 24.TABLE 3.5 24.23 AROMA OF THE PRODUCTS FREQU PERCE VALID CUMULAT ENCY NT PERCENT IVE PERCENT Highly 12 23.0 Valid satisfied .

0 Poor 10 19.0 Total 50 98.0 100.0 Very poor 5 9.0 90.23 AROMA OF THE PRODUCTS . 30 % of the respondent are says that satisfied with the aroma of the products .8 10.0 INTERPRETATION The above table shows that 24% of the respondent are highly satisfied with the aroma of the products.4 30.7 16.0 Missing System 1 2.0 54. and 10% of the respondent are says that very poor.6 20.0 100.0 Total 51 100.0 Normal 8 15.0 70.16% of the respondent are says that normal with the aroma of the products . Satisfied 15 29. CHART 3. 20% of the respondent are says that poor.

0 satisfied Valid Satisfied 17 33.0 72.0 Normal 9 17.0 54.24 PACKAGING Packaging Frequenc Percent Valid Cumulative y Percent Percent Highly 10 19.6 20.6 18.TABLE 3.0 20.0 .3 34.

CHART 3.0 86.0 Total 51 100. and 10% of the respondent are says that very poor.7 14.24 PACKAGING .0 Missing System 1 2.7 14.0 100.0 INTERPRETATION The above table shows that 24% of the respondent are highly satisfied with the packing the product 30 % of the respondent are says that satisfied.0 100. 20% of the respondent are says that poor.0 Total 50 98. Poor 7 13.16% of the respondent are says that normal .0 Very poor 7 13.

TABLE 3.25 RANK THE FOLLOWING FACTORS BASED ON YOUR EXPERIENCE ON SREE LAKSHIMI ORGANIC COTTON PRODUCTS Rank .

7 16.25 RANK THE FOLLOWING FACTORS BASED ON YOUR EXPERIENCE ON SREE LAKSHIMI ORGANIC COTTON PRODUCTS .0 applicability Reliability 8 15.0 100. 18% of the respondent says that Timely availability of the cotton product.5 26.0 price Timely 9 17.0 68.0 Valid availability Easy 8 15.0 INTERPRETATION The above table shows that 24% of the respondent says that Good quality of the cotton product. 16 % of the respondent says that Easy applicability of the cotton product.5 24. 16% of the respondent says that Easy applicability of the cotton product. Frequenc Percent Valid Cumulative y Percent Percent Good quality 12 23.6 18.0 50.7 16.0 Missing System 1 2.0 Affordable 13 25.0 84.0 100. CHART 3.0 Total 51 100.0 24.0 Total 50 98. 26% of the respondent says that Affordable price of the cotton product.

0 Satisfied 12 23.0 Dissatisfied .0 Valid Dissatisfied 11 21.26 How satisfied are you with sree lakshimi organic cotton products Products compared with the others substitutes available in the market Frequenc Percent Valid Cumulative y Percent Percent Highly satisfied 14 27.Table 3.0 100.0 28.6 22.5 28.5 26.0 Highly 13 25.0 74.5 24.0 52.

26 % of the respondent are says that highly dissatisfied.0 Total 51 100.0 INTERPRETATION The above table shows that 28 % of the respondent are highly satisfied with the Products compared with the others substitutes available in the market.0 Missing System 1 2. 24 % of the respondent are says that satisfied.0 100. 22% of the respondent are says that dissatisfied .26 How satisfied are you with sree lakshimi organic cotton products Products compared with the others substitutes available in the market . Total 50 98. CHART 3.

TABLE 3.4 32.0 .0 58.27 HAS YOUR FRIENDS/RELATIVES OPINIONS INFLUENCED YOU TO BUY SREE LAKSHIMI ORGANIC COTTON PRODUCTS Frequenc Percent Valid Cumulative y Percent Percent Strongly agree 13 25.5 26.0 26.0 Valid Agree 16 31.

27 HAS YOUR FRIENDS/RELATIVES OPINIONS INFLUENCED YOU TO BUY SREE LAKSHIMI ORGANIC COTTON PRODUCTS . CHART 3. Disagree 10 19.6 20.0 Total 51 100.6 22.32% of the respondent are says that agree 20% of the respondent are says that disagree and 22% of the respondent are says that quality of the products is strongly disagree.0 INTERPRETATION The above table shows that 26% of the respondent are strongly agree with friends/relatives opinions influenced you to buy sree lakshimi organic cotton products .0 Strongly 11 21.0 disagree Total 50 98.0 100.0 100.0 78.0 Missing System 1 2.

4 32.0 58.0 Valid Agree 13 25.TABLE 3.28 DEALER INFLUENCE OF BRAND NAME ON PURCHASING DECISION purchasingdecision Frequenc Percent Valid Cumulative y Percent Percent Strongly Agree 16 31.5 26.0 .0 32.

6 18.0 INTERPRETATION The above table shows that 32% of the respondent are strongly agree with Dealer Influence of Brand name on purchasing decision .18 % of the respondent are says that disagree and 24 % of the respondent are says that quality of the products is strongly disagree.0 100. CHART 3.28 DEALER INFLUENCE OF BRAND NAME ON PURCHASING DECISION .0 disagree Total 50 98.0 100.5 24.0 76. Disagree 9 17.26% of the respondent are says that agree.0 Strongly 12 23.0 Total 51 100.0 Missing System 1 2.

29 INFLUENCE OF QUALITY ON PURCHASE DECISION Influence Frequenc Percent Valid Cumulative y Percent Percent Strongly Agree 12 23.0 24.0 76.5 24.0 .6 20.TABLE 3.4 32.0 56.0 Valid Agree 16 31.0 Disagree 10 19.

5 24.29 INFLUENCE OF QUALITY ON PURCHASE DECISION .0 INTERPRETATION The above table shows that 24% of the respondent are strongly agree with Influence of Quality on Purchase Decision .0 disagree Total 50 98.0 100.0 Missing System 1 2. Strongly 12 23.32% of the respondent are says that agree.20% of the respondent are says that disagree and 24 % of the respondent are says that quality of the products is strongly disagree CHART 3.0 100.0 Total 51 100.

0% 51 100.0% 1 2.CHI SQUARE TEST Case Processing Summary Cases Valid Missing Total N Percent N Percent N Percent Experience * 50 98.0% purchasedecision Experience * purchasedecision Crosstabulation Count .

007 Likelihood Ratio 23. (2-sided) Pearson Chi-Square 22.44.5200 1. 15 cells (93.195 9 .15673 Monthlyinco 50 2.024 Association N of Valid Cases 50 a.006 Linear-by-Linear 5. Symmetric Measures Value Approx. The minimum expected count is 1.066 1 . Sig.10823 . Std.691a 9 .007 Nominal Coefficient N of Valid Cases 50 ONE SAMPLE TEST One-Sample Statistics N Mean Std.8%) have expected count less than 5.16473 me .4200 1. purchasedecision Total Financial Waiting for Waiting for Others constraints more market innovative responses product 1-2years 7 3 1 3 14 2-3 years 2 10 2 3 17 Experienc 3-4 years 4 2 3 0 9 e Above 5 1 1 2 6 10 years Total 14 16 8 12 50 Chi-Square Tests Value df Asymp.16479 . Sig.559 . Nominal by Contingency . Error Deviation Mean Maritialstatus 50 2.

000 -1.3536 1.28889 .000 2.47105 .56066 1.1964 1.000 -1.02857 .3457 1.122 .48608 .6393 Disgree Strongly agree -.3099 1.3670 1.31746 . Mean 95% Confidence Interval of tailed) Difference the Difference Lower Upper Maritialstatus 15.47105 1.246 45 1.6986 Strongly .47105 1.3457 Neutral Agree -. (2.880 49 Multiple Comparisons Dependent Variable: customer Tukey HSD (I) Quality (J) Quality Mean Std.2099 .2099 1.0637 1.000 -1.298 49 .999 -1.999 -1. Squares Square Between .8510 me ONE WAY ANOVA TEST ANOVA customer Sum of df Mean F Sig. One-Sample Test Test Value = 0 t df Sig.12857 .50879 1.4788 1.965 -1.1890 2.7074 Disgree Strongly agree .7350 Monthlyinco 15.158 .52274 .4670 1.000 2.11429 .7742 Strongly .441 49 .10000 .47105 .1050 2.50879 1.5457 1.3099 Neutral . 95% Confidence Interval Difference (I.294 Total 58.14286 .42000 2.5457 Strongly agree Disagree .02857 .52000 2.981 -1.10000 .000 -1. Sig.3670 Neutral .000 -1. Error Lower Upper J) Bound Bound Agree -.974 Groups Within Groups 58.4670 Agree Disagree .12857 .634 4 .999 -1.52665 .

56066 1.1964 Agree -.973 Means for groups in homogeneous subsets are displayed. Disagree .000 -1.0637 Disagree Neutral -.996 -1.7074 1.57335 .000 -1.14286 . .17460 .57335 .6393 1. The group sizes are unequal.01429 .6074 1. a.48608 .998 -1.5788 Disagree .6986 1.52274 .6074 Disgree Strongly agree -. Uses Harmonic Mean Sample Size = 9. .3536 Disgree Neutral -.2964 1.1111 Strongly 7 2. b.52274 .998 -1.4545 Disgree Strongly agree -.28889 .4545 1.2857 Disgree Neutral 10 2.17460 .b Tukey HSD Quality N Subset for alpha = 0.517.6742 1.981 -1.3000 Strongly agree 10 2.965 -1. Type I error levels are not guaranteed.52274 .05 1 Disagree 9 2.000 -1.31746 .7742 1.6742 Strongly .18889 .18889 .2964 Strongly -. The harmonic mean of the group sizes is used.4788 Strongly Agree -.5788 1.11429 .56066 1.996 -1.52665 .56066 1.8037 customer a.01429 .4000 Agree 14 2.8037 1.4286 Sig.999 -1.

42% of the respondent are working in military and 26% of the respondent are working in others. 24 % of the respondent are Earn the monthly income in 30000-40000.5 find that the Occupation of the respondent are 32 % of the respondent are business man.  The above table 3. 34% of the respondent are working in this company 2-3 years . 34% of the respondent are unmarried . CHAPTER IV FINDING.and 54% of the respondent are says that no.1 find that the age of the respondent are 20% of the respondent is below 30 and 38% of the respondent is 30-35 and 20% of the respondents are 35-40 and 22% of the respondent is above 40  The above table 3.  The above table 3.7 find that the experience of the respondent are 28% of the respondent are working in this company 1-2 years . 24% of the respondent are qualified in master degree  The above table3. 26 % of the respondent are working in this company above 5 years . 24% of the respondent are qualified in post graduate. 22 % of the respondent are Earn the monthly income in 40000-50000.8 find that the are you satisfied the brand loyal customer 28% of the respondent are says that yes . 18% of the respondent are working in this company 3-4 years .6 find that the monthly income of the respondent are 26 % of the respondent are Earn the monthly income in below 30000.  The above table 3.  The above table 3.  The above table3. SUGGESTION AND CONCLUSION  The above table3. 18% of the respondent are widows and 24% of the respondent are employee are others .4 find that the educational qualification of the respondent are 24% of the respondent are qualified in diploma and24% of the respondent are qualified in graduate . 26% of the respondent are says that in .2 find that the gender of the respondent are 46% of the respondent are male and 54% of the respondent are female.3 find that the Marital status of the respondent are 24% of the respondent are married .9 find that the are purchase branded products 22% of the respondent is says that Rank these attributes.  The above table 3. 28 % of the respondent are Earn the monthly income is above 50000.

20% of the respondent are says that disagree and 18% of the respondent are says that strongly disagree. 20% of the respondent are says that disagree and 12% of the respondent are says that quality of the products is strongly disagree.15 find that the 20% of the respondent are strongly agree with the quality of the products and 28% of the respondent are says that agree the product and 20% of the respondent are says that quality of the products is average . 28% of the respondent are says that Transparent Price.  The above table3.  The above table 3.  The above table3.24% of the respondent are says that Brand Name .14 find that the 20% of the respondent are strongly agree with the price of the products and 28% of the respondent are says that agree the product and 14% of the respondent are says that average .16 find that the 28% of the respondent are strongly agree with the availability of the products and 26% of the respondent are says that agree the product and 14% of the respondent are says that average.20% of the .12 find that the how long have you been buying it is 28% of the respondent are says that buying below I month. 18% of the respondent are says that disagree and 14% of the respondent are says that quality of the products is strongly disagree.30% of the respondent are says that Shop Display . 32% of the respondent are says that buying 1 years .20 % of the respondent are says that buying below1-2 years .11 find that the are the influenced you to buy the above stated brand(s) is 30% of the respondent is says that Advertising .14% of the respondent are says that waiting for market responses . 24% of the respondent are says Family.17 find that the 16% of the respondent are strongly agree with the brand name of the company 32% of the respondent are says that agree . 24% of the respondent are says that others.  The above table3. 20% of the respondent are says that disagree and 18% of the respondent are says that strongly disagree. order of their importance to you.  The above table 3.  The above table3.13 find that the 28% of the respondent are says that major influence in your buying decision is strongly agree and 28% of the respondent are says that agree and 18% of the respondent are says that average .10 find that the are the purchase decision and the actual purchase is 28% of the respondent is says that financial constraints.16% of the respondent are says that Word of mouth. 20% of the respondent are says that buying above 2 years  The above table3. 32% of the respondent are says that in waiting for more innovative product ..  The above table 3.

respondent are says that average. 26% of the respondent are says that agree .20 find that the 30% of the respondent are strongly agree with Family/friends opinion .16% of the respondent are says that normal with the aroma of the products .22 find that the 26% of the respondent are highly satisfied with the Flavor of the products . 18% of the respondent are says that disagree and 14 % of the respondent are says that quality of the products is strongly disagree. .  The above table3.16% of the respondent are says that normal .24 find that the 24% of the respondent are highly satisfied with the packing the product 30 % of the respondent are says that satisfied.20% of the respondent are says that average.20% of the respondent are says that normal with the Flavor of the products .30 % of the respondent are says that satisfied with the Flavor of the products . 16% of the respondent are says that disagree and 16% of the respondent are says that quality of the products is strongly disagree.23 find that the 24% of the respondent are highly satisfied with the aroma of the products.12 % of the respondent are says that average. and 10% of the respondent are says that very poor  The above table 3.16 % of the respondent are says that average.  The above table 3. 16% of the respondent are says that disagree and 16% of the respondent are says that quality of the products is strongly disagree. 14% of the respondent are says that disagree and 16 % of the respondent are says that quality of the products is strongly disagree  The above table 3.18 find that the 28% of the respondent are strongly agree with the Previous Experience of the company 28 % of the respondent are says that agree . 10% of the respondent are says that poor the Flavor of the products and 14 % of the respondent are says that very poor.  The above table 3.20% of the respondent are says that average. 20% of the respondent are says that poor.  The above table 3.21 find that the 24% of the respondent are strongly agree with Sales promotional activities of the company . 30 % of the respondent are says that satisfied with the aroma of the products . and 10% of the respondent are says that very poor. 20% of the respondent are says that poor. 14% of the respondent are says that disagree and 14 % of the respondent are says that quality of the products is strongly disagree  The above table 3.19 find that the 22% of the respondent are strongly agree with the advertisement of the company 28 % of the respondent are says that agree .24% of the respondent are says that agree .

16 % of the respondent says that Easy applicability of the cotton product.26% of the respondent are says that agree. The above table3.26 find that the 28 % of the respondent are highly satisfied with the Products compared with the others substitutes available in the market. 22% of the respondent are says that dissatisfied .28 find that the 32% of the respondent are strongly agree with Dealer Influence of Brand name on purchasing decision .27 find that the 26% of the respondent are strongly agree with friends/relatives opinions influenced you to buy sree lakshimi organic cotton products .32% of the respondent are says that agree.  The above table 3.  The above table3. 26% of the respondent says that Affordable price of the cotton product.25 find that the 24% of the respondent says that Good quality of the cotton product.  The above table 3. 16% of the respondent says that Easy applicability of the cotton product. 26 % of the respondent are says that highly dissatisfied  The above table 3.29 find that the 24% of the respondent are strongly agree with Influence of Quality on Purchase Decision .20% of the respondent are says that disagree and 24 % of the respondent are says that quality of the products is strongly disagree . 24 % of the respondent are says that satisfied.32% of the respondent are says that agree 20% of the respondent are says that disagree and 22% of the respondent are says that quality of the products is strongly disagree.18 % of the respondent are says that disagree and 24 % of the respondent are says that quality of the products is strongly disagree. 18% of the respondent says that Timely availability of the cotton product.

These suggestions have been made within the preview of the data available.  The company has to conduct the periodical meetings with customers and take their valuable suggestions.  The company may adopt policy of discounts cards and gifts to customers while purchasing the products.  The store staff should be trained adequately so as to ³convince´ the Potential buyers. Innovative packaging can give a company an advantage over competitors.  Sales promotion program taken up by the company is also popular Among the respondents. because his performance on jobs has great impact on sale of a produ CONCLUSTION The study undertaken has highlighted certain facts. Loudon Principles of Marketing: Philip Kotler Marketing Management: Philip Kotler .  Besides the factors mentioned above the other important factors that Influence the purchase decisions were found to be advertising and Price.  The company must go for some more promotional activities rather than TV.  Innovative efforts must be launched to improve the position through better marketing strategies.SUGGESTION  An attempt has been made to suggest to the sree lakshmi organic cotton industry a few measures. Dells Bittas Consumer decision making: David L.  They are The important factors that influence the purchase decisions for a SREE LAKSHIMI ORGANIC COTTON INDUSTRY AT KARUR. advertisement.  The product is very much popular for its easy availability BIBLIOGRAPHY TEXT BOOKS Consumer decision making r: Albert J. hoarding and news papers.

com www.Decision making.futuregroup. Gender a) Male b) Female 4.WEBSITES: www. Maritial status of the respondent a) Married b) Unmarried c) Widow d) Others 5.com ANNEXURE A STUDY ON CONSUMER DECISION MAKING IN SREE LAKSHMI ORGANIC COTTON INDUSTRIES PERSONAL DETAILS 1. Educational qualification a) diploma b) Graduate . Name 2. Age of the respondent a) Below 30 b) 30-35 c) 35-40 d) Above 40 3.panthalone.com www.

Monthly income a) Below 30000 b) 30000-40000 c) 40000-50000 d) Above 50000 8. Which attributes did attract you to purchase branded products? a) Rank these attributes b) in order of their importance to you c) Brand Name d) Transparent Price 10. Occupation of the respondent a) Business b) Military c) Others 7. Are you a brand loyal customer? a) Yes b) No 9. c) Post graduate d) Master degree 6. Experience of the respondent a) 1-2years b) 2-3 years c) 3-4 years d) Above 5 years METHOD OF DISTRIBUTE THE YOUR PRODUCT 8. What was the reason for the delay between the purchase decision and the actual purchase? a) Financial constraints .

If you are a customer of sree lakshimi organic cotton products. (Strongly agree-5. Quality of the product . Neutral-3. Disagree-2. b) Waiting for more innovative product c) Waiting for market responses d) Others 11. 1 year 3. how long have you been buying it? 1. and Strongly Disgree-1) No Factors Rate i. 1-2 year 4.. Agree-4. Below 6 months 2. Above 2 year 13. Price of the product ii. PLEASE RATE THE FOLLOWING FACTORS WHICH INFLUENCE YOUR PURCHASE DECISION. Do you think the advertisement of sree lakshimi organic cotton Products has a major influence in your buying decision? a) Strongly agree b) Agree c) Average d) Disagree e) Strongly disagree 14. What influenced you to buy the above stated brand(s) a) Advertising b) Shop Display c) Word of mouth d) Family CONSUMER DECISION MAKING 12.

Price ii. High quality iii. Packaging EXPERIENCE . Flavor of the products vi. Advertisements vii.1] No Factors Rate i.(Highly satisfied-5. Very poor. Availability of the products v. Satisfied. Please rate your satisfactory level of sree lakshimi organic cotton products based on the following features. Brand name iv. Brand name of the company v. Poor.4. iii.2. Family/friends opinion viii. Availability of the product iv. Normal-3. Sales promotional activities CONSUMER SATISFACTION 15. Previous Experience vi. Aroma of the products vii.

Dealer Influence of Brand name on purchasing decision a) Strongly Agree b) Agree c) Disagree d) Strongly disagree 20..16. Rank the following factors based on your experience on sree lakshimi organic cotton Products? No Factors Rank 1 Good quality 2 Affordable price 3 Timely availability 4 Easy applicability 5 Reliability SATISFACTION OF SELECTED BRAND 17. Has your friends/relatives opinions influenced you to buy sree lakshimi organic cotton products Products? a) Strongly agree b) Agree c) Disagree d) Strongly disagree 19. Influence of Quality on Purchase Decision a) Strongly Agree b) Agree . How satisfied are you with sree lakshimi organic cotton products Products compared with the others substitutes available in the market? a) Highly satisfied b) Satisfied c) Dissatisfied d) Highly Dissatisfied 18.

c) Disagree d) Strongly disagree .