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‘A study on Perception of Retailers towards Garden as a Brand’
Submitted in partial fulfillment of the requirements for the degree of
Post Graduate Diploma in Management by Danish Nadeem (Div B. Roll No.17) Under the guidance of Prof. Kadambini Kumari A Study Conducted for Garden Silk Mills Ltd.
at Indira School of Business Studies, Tathwade, Pune 411033 (2009-11)
I, the undersigned hereby declare that the project report on “Perception of Retailers towards Garden as a Brand” is prepared and submitted by me towards partial fulfillment of Post Graduate Diploma in Management. This is my original work and the report prepared there in is based on the knowledge and the information gathered by me in the firm during my project work. I further declare that to the best of my knowledge and belief, this project has not been submitted to the same or any other university for the award of any other degree, diploma or any other equivalent course.
DATE: DANISH NADEEM PGDM (Summer Report) ISBS, Pune
While presenting this report, I would like to express my sincere thanks and sense of gratitude to Dr. Renu Bhargava, Director of Indira School of Business Studies for giving me an opportunity to do this project. Further I would like to thank Prof. Kadambini Kumari(internal guide, ISBS) for guiding me in this topic. I express my heartiest gratitude and being greatly indebted to Mr. Kamal Desai (GM of Marketing Department, Garden Vareli). He gave me continuous support in every possible manner to gain practical knowledge on my topic “Perception of Retailers towards Garden as a Brand”. I am very thankful to him as he helped me in every possible way not only in completion of my project report, but also helped in gaining practical exposure. Finally I would like thank all lecturers, friends and my family for their kind support and to all who directly or indirectly helped me in preparing this project report.
DANISH PGDM (Summer Report) ISBS, Pune
To be an MBA student is a matter pride because you are in a field which helps you to develop from a normal human being into a disciplined and dedicated professional. In the management field you cannot create success stories if you are not a good learner to sharpen your knowledge in the particular field to achieve and attain the desired goal and heights. More bookish or theoretical knowledge cannot help you in any field whether it is management, technology, research, or any other field. The only thing that can help you is having a sound practical knowledge of the concerned field. I received my training at Garden Vareli Silk Mill Ltd, Surat as a requirement of the PGDM curriculum. This training has made me clear the difference between the theoretical knowledge and the practical scenario, making me aware of the importance of practical working condition/situations.
No. Executive Summary Introduction Company Overview Vision and Mission of the Company Review Literature and Theoretical Background Objectives Research Methodology Data Analysis . Results and Interpretation Conclusions Limitations of the project Recommendations Bibliography Appendix TOPICS PAGE.NO .TABLE OF CONTENTS S.
It is still a leader in Surat textile Industries when compared with different brands such as Vishal. Dress material Stores and places where Sarees and Dress materials are being used by the customer. Some of the problems are being faced by the retailers at regular intervals which is making them to face the critical situations many times . They accept the new technology and are innovative in their quality products.EXECUTIVE SUMMARY I had undertaken a Marketing Project to know the Perception of Retailers towards Garden as a Brand. Shivangi etc. What I found out from retailers is that the tastes and preferences of general public has changed over the years. Sarees shops.000 of weaving units and more than 1000 process houses around Surat. and some customers. I have given some suitable suggestions and findings in regards to the perception of retailers towards these brands.e. It is known for the quality brand that they are offering from many years. My topic gives general idea as to how retailers perceive Garden as a brand while comparing it with other brands that have the capacity to challenge a strong brand i. Laxmipati. the survey of which is limited to Surat city. Sarees and Dresses made in Surat are famous all over India. For this purpose I took a sample size of 75 retail shops as respondents from different areas of Surat. dress material shop owners. Garden. There is export of Sarees and Dresses worth Rs. Surat is known for its man-made textile industries. It has been shifted from mere synthetic clothing to cotton where local brands or rather unbranded clothing is preferred more over these branded products. To get the responses from the respondents I adopted the method of Structured Questionnaire. They basically deal in Synthetics or what we call as Polyester. There are more than 10. Garden Vareli is very old name in textile Industries of Surat. At the end of the report. For the same I focused on mainly the retail owners. For the same i had a target of 75 respondents which consisted of all such persons like sarees shop keepers. This project pertains to Perception of Retailers towards Garden as a Brand.300 crore from Surat itself.
This project lasted for complete 2 months dated from 01-june-2010 to 31-july-2010. .such the problems as stocking and supply of goods made available to them at the right time. In the end some of the suggestions which I would suggest the company to adopt would be creating more awareness in the minds of retailers or customers for the profitability of its customers and as well as for the company.
The topic of this report was selected in consent of Prof. higher will be the level of stocking and vice versa.e. Kadambini Kumari(internal guide) which was suggested by my project guide Mr. Desai(GM-Marketing of Garden Silk Mills Ltd. Consumer acceptability basically refers to the image or brand awareness that a consumer carries in his/her mind. Shivangi and others which have top quality products available in market and how do they stand out from other local brands. Kamal A. The main motto of this report is to find out the behavior/perception of retailers in terms of: • • • Fabric selection Margins Offered Consumer acceptability of the brand The Fabric here refers to the type of cloth/material used which the retailers expect to be of high quality with least possibility of defect. Moreover it will be easier for retailers to find out the most preferred brand for special occasions such as marriage. It was found out that higher the level of margin. The scope of project is limited to . The Margin refers to the satisfaction level of retailers in terms of profits. least will be the efforts put in by sellers while making sales as customers will have sufficient knowledge regarding different brands and can choose their preferences. Basically the stock keeping and stock clearance is based on margins that company offers to these retail shops on the quantity units sold by them. design.INTRODUCTION The primary objective of the project report is to view the outlook of retailers towards Garden as a brand while comparing it with other brands i. to find out where do the products of Garden stand amidst challenging brands which deal in sarees and dress materials such as Vishal. festivals etc. The quality of fabric differs from company to company which differentiates products of one company in terms of color. It was found out that higher the brand awareness among customers.). Laxmipati. size etc from that of the other. The basis of this project was to cover most of retail shops that deal in sarees and dress materials covering whole of Surat city.
.) to analyze its strengths and weaknesses and understand its current position in the market and to conquer threats that it faces or might face in future from various different brands.Surat city only. A structured questionnaire was prepared for this purpose because of which it became easier to evaluate the perception of retailers towards different brands which was helpful for the company (Garden Silk Mills Ltd.
16. Switzerland. invest. Under this the ministry has decided to send it representatives to Germany. the industry is estimated to produce 12 million jobs with an investment of US$ 6 billion in the fields of textiles equipments and structure. the Wool and Woolen Textiles Industry. Thus. The government of India has also taken few initiatives to promote the textile industry by permitting 100% Foreign Direct Investment in the market. the growth and all round development of this industry has a direct bearing on the improvement of the economy of the nation. It contributes more than 13% to industrial output. 4 percent to the GDP. France. it contributes about 14 percent to industrial production. the Indian textile industry symbolizes a strong existence in the complete value chain from raw commodities to finished products. Apart from providing one of the basic necessities of life. and women. the Sericulture and Silk Textiles Industry. Currently. Owing to the upright and straight incorporated textiles price chain. . Union Ministry of Textiles certified Apparel Export Promotion Council (AEPC) has taken the responsibility to motivate the foreign investors to invest in Indian Textile industry by exhibiting it massive unexplored domestic market. The major sub-sectors that comprise the textiles sector include the organized Cotton/ Man-Made Fiber Textiles Mill Industry.INDUSTRY OVERVIEW The Indian Textiles Industry has an overwhelming presence in the economic life of the country. Italy and US. and garment manufacturing by the end of 2015. the textile industry also plays a pivotal role through its contribution to industrial output.2 billion by seizing 4% of market share by FY 2011-12. produce and sell in India”. and the export earnings of the country. The Synthetic and Rayon Textile Export Promotion Council (SRTEPC) has taken all the required steps to meet the target of doubling the synthetic textile exports in India to US$ 6. Handicrafts. the Jute and Jute Textiles Industry. The objective is to trigger the foreign investment towards instituting textile units in India by offering numerous allowances to global investor like low-priced workforce and intellectual right fortification. Handlooms.63% to export revenues and 4% to the nation’s GDP. It has also formulated and endorsed the motto of “come. and 17 percent to the country’s export earnings. employment generation. The Textiles sector is the second largest provider of employment after agriculture. In the year 2010. The textile industry in India is one of the flourishing sectors of Indian economy. the Man-made Fiber/ Filament Yarn Industry. which includes a substantial number of SC/ST. and Textiles Exports. It provides direct employment to over 35 million people.
• . during 2007-08.3% in textiles. yarn and fabrics. As per the latest available WTO data. India’s rank in world trade has been 7th in textiles and 5th in clothing.73 billion recording a growth of about 7% over the previous year. However. Abundant Raw Material availability that helps industry to control costs and reduces the lead-time across the operation. the textiles and clothing exports were US$ 18. Availability of Low Cost and Skilled Manpower provides competitive advantage to industry. India’s export target of US $ 55 billion by 2012 has been fixed keeping in view the following factors: • • • • • Growing world economies with rising per-capita income.3% in clothing during the year 2009. Increased trade in apparel driving the demand for fiber. A surge in demand for technical textiles. Increasing penetration of high format retail stores. In the current financial year the growth of textiles and clothing exports has been slower. and contributed about 15% of country’s total exports earnings in 2007-08. SWOT ANALYSIS OF INDIAN TEXTILE INDUSTRIES STRENGTHS: • • Indian Textile Industry is an Independent & Self-Reliant industry. which is being attributed by the industry to the appreciation of the rupee.EXPORTS The export of textiles and clothing registered huge growth of about 25% in 2006-07. A shift from manufacturing/stitching to design-cum-manufacturing. and 3. India’s percentage share in the global textiles and clothing trade was 4.
Product development and Diversification to cater global needs. Continuous Quality Improvement is need of the hour as there are different demand patterns all over the world. • • WEAKNESSES: • • • • • Indian Textile Industry is highly Fragmented Industry. Growing Economy and Potential Domestic and International Market. especially China. Geographical Disadvantages. Power and Interest Rates OPPORTUNITIES: • • • • • • Growth rate of Domestic Textile Industry is 6-8% per annum. THREATS: • • Competition from other developing countries. Potential Domestic and International Market.• Availability of large varieties of cotton fiber and has a fast growing synthetic fiber industry. There is Decline in Mill Segment. Large. Elimination of Quota Restriction leads to greater Market Development. Increased Disposable Income and Purchasing Power of Indian Customer opens New Market Development. Elimination of Quota system will lead to fluctuations in Export Demand. Industry is highly dependent on Cotton. Threat for Traditional Market for Power loom and Handloom Products and forcing them for product diversification. Lower Productivity in various segments. • • • . Industry has large and diversified segments that provide wide variety of products. Market is gradually shifting towards Branded Readymade Garment. Higher Indirect Taxes.
The company is among the leading fabric engineer. Today. laying foundation of what it would become leader in jacquard fabric for years to come. draw twisted. The fabrics are marketed under the famous names “Garden” and “Vareli”.mainly polyester sarees and dress materials. The company also manufactures an exclusive range of pure silk fabrics. the company is one of the largest manufacturers in India of high fashioned. satin and crepes palace and faithful ladies.COMPANY OVERVIEW BRIEF INTRODUCTION: Garden Vareli Group is India’s oldest group in textile business and wherein the company was incorporated in 1979. texturised. draw wound. Garden Silk Mills that represents an eighty-year old creed of creativity was promoted by Dr. premium quality. manufactured viscose jacquard Sarees. prepared polyester filament yarn that again includes draw warped. fashion fabric as well as Indian Sarees. which is the largest polyester market in India. The name Garden stands for products like Polyester (PET) fibre grade chips. “Garden Silk Weaving Factory”. It has a broad shareholder base in the market and is also listed on NSE. which is one of the preceding manufactures of synthetic textiles in the country. dyed and printed textile fabrics. To the early beginning of the Art Silk Industry in Surat. as it was then named. The company’s manufacturing facilities has received ISO 9001:2000 certified for its quality management. technological capability and know-how have been at the root of Garden’s reputation for innovation and quality in yarn and fabric. Company’s manufacturing facilities are situated at Vareli and Jolwa in Surat district in Gujarat. Praful Shah.000 . polyester yarn which mainly consists of partially oriented yarn. both polyester and viscose comprising a range of chiffon and georgettes. prepared yarns and a range of readymade garments. Amichand Shah as Garden Silk Weaving Factory and the present Chairman and Managing director of this public limited company is Mr. The company belongs to Garden Vareli Group. In all these years. design maker and a polyester yarn manufacturer in India. The products also include griege woven fabric and finished fabric. It has large and talented pool of designers that are engaged in developing new fabrics. qualities and 2. The company also manufactures grey cloth.
Being synthetic sarees. It has in pipeline Rs. So it is known as Art Silk or Artificial Silk. polyester.new print ideas each year. PRODUCTS: The product category can be divided into: a.1 position in Gujarat’s private corporate sector. c.) Raw material which is sub-categorized into natural and blend.3650 million capital expenditure plans till December 2009.520 crore. it appears to be pure silk sarees. Pantaloons and many more. The company manufactures mainly sarees and dress materials i. Nevertheless the company has its own pure silk range and it manufactures Chiffons. synthetic dress materials in various colours at different price range. the company holds the No. b. The company’s woven fabric commands a significant premium in the market.e.) Open-end use wherein sarees and dress materials are sub-categorized into printed and dyed. The top competitors of Garden silk mills ltd in the country are Bombay Dyeing.) Types of weaves which is sub-categorized as: • Plain • Twill • Georgettes • Chiffon • Satin • Crepe The company mainly deals in sarees and dress materials which has following ranges: Range Of Sarees: • Nara chiffon • Fuji Chiffon • American Chiffon • Seta Chiffon • Marble Chiffon • Silk Crepe • Peach • Seta Georgettes . The company is on an expansion drive. silk and other blended plain and printed fabrics. Raymond. With annual turnover of Rs.
marketing testing and feedback monitoring. it must be attributed in large measure to a committed faith in product research. Alok P Shah Mrs. Yatish Parekh Mr. Sunil S Seth Mr. Suhail P Shah Mr. BOARD OF DIRECTORS: Chairman & Managing Director: Joint Managing Director: Executive Director: Director: Mr. Anjan Mukherjee Mr. Praful A Shah Mr. Arunchandra N Jariwala Mr. making R&D an intrinsic part of the company’s competitive philosophy.• Jacquard • China Yarny Sarees • Cerena Range Of Dress-materials • • • • • • • Chiffon Heavy automation Ultra Satin Twill Silk Black Pearl Plain The Garden textiles have earned accolades foe aesthetics and quality. Rajan P Shah Mr. Kamlesh B Vyas Nominee (LIC): Company Secretary: . Shilpa P Shah Mr. Sanjay S Shah Mr.
. towards upgradation of mankind in general & textile industry in particular. • To develop economically viable products and processes for the textile industry.VISION AND MISSION OF THE COMPANY VISION: To become a world class leading service driven and research based international association by upholding the guiding principles and trust. MISSION: • To carry out research and development with innovation and dedication to achieve excellence in service. • To create awareness amongst the industry to sustain global competition by improving quality and productivity. integrity and transparency in all aspects of interactions and dealings.
Technopak Team The article deals with the current status of the Indian Textile and Apparel Industry. The Post quota trend of Indian Textile and Apparel Exports is stated to have registered an increase of 19% to reach US$ 16 billion. The domestic apparel markets reach US$ 20 billion size in 2005 which share of branded apparel reaching 24%. . Rohit Bhatiani . Lalit Yadav & Hitesh Mittal . A detailed analysis presented by the authors on the current status and the future scenario of Indian Textile and Apparel Industry in this article. Prashant Aggarwal.REVIEW LITERATURE AND THEORETICAL BACKGROUND Indian Textile and Apparel Industry By Raghav Gupta. The Indian Exports to the US increasing 27% and EU by 18%. The authors indicating the estimated size of the Indian Textile and Apparel Industry at US$ 46 billion analyse the present structure indicating that exports to the US and EU increased by 27% and 18% respectively.
30 82.51 Date 29/07/2010 Mar 2010 31/03/2010 Garden Silk Mills Add to portfolio80.95 94.28 issued by the Institute of Chartered Accountants of India at the year -end .10 83. The auditor's observations are: According to the explanations given to us.25%) BSE: 30 Jul 2010 15:45:00:000 Current Open High Low Prev.70 65.628 52 Wk Low 94.15 81.15 82.25 83.85 (-2.25 79. the Company shall undertake assessment for impairment of its assets as per Accounting Standard .55 80.80 15.Garden Silk Mills Report Card Attribute PE ratio EPS (Rs) Sales (Rs crore) Face Value (Rs) Net profit margin (%) 10 2.111 29.70 79.96 16.10 Limited review report of Garden Garden Silk Mills Ltd.10 -1. has informed the Exchange that the auditor's have conducted the limited review of the unaudited financial results for the quarter ended March 31.10 61.51 31/03/2010 Value 4.Close Volume 52 Wk High BSE NSE 80.95 81. 2010 and found the same to be in order subject to certain observations.
To identify which brand in textile segment is famous in the city of Surat.OBJECTIVES PRIMARY OBJECTIVE: To understand the perception/behavior of Retailers towards Garden as a Brand in terms of: • • • Fabric selection Margins offered Customer acceptability of the brand SECONDARY OBJECTIVE: • • • To find out competitive analysis of Garden Silk Mills with respect to other brands. . To know the satisfaction level of retailers in regards to the company’s products.
It is most important stage in applied research as poorly defined problems will not yield useful results. It may be understood as a science of studying how research is done scientifically.RESEARCH METHODOLOGY Research methodology is a way to systematically do the job. The most desirable approach with regards to the selection of the research methodology depends on the nature of particular work. time and resources available along with the desire level of accuracy. . After defining objectives there should be the plan developed for gathering the information. It is rightly said that “a problem well defined is half-solved “Poorly defined problem can cause confusion and does not allow the researcher to develop a good research design. Research Objectives There should be some objectives related to the problem after defining the problems. So I have planned accordingly and formulated the objectives and worked on it. Problem identification The first step of marketing research is to understand the problem. Management of company faces lot of difficulties and it expects marketing research to address solution to these problems.
what should be its sequence. • Designing a Questionnaire: While designing a questionnaire for collection of primary data. Research design is the plan and structure of investigation so to obtain the answer to research questions. one has to be extremely careful in deciding on type of information to be collected. To analyze retailer’s behavior. what should be the wording of each question and what should be the layout of the questionnaire. SAMPLING PLAN . multiple-choice and an open-ended question in the structured questionnaire. I had started first with an organization's own data archives. So as a part of research. The plan is the overall program of the research. questionnaire method was best suitable wherein it resulted in direct approach with retailers. I gathered data from internal & external sources. • Primary data collection: Secondary data is not sufficient for collecting the required information. There were closed-ended questions. It includes an outline of what the investigator will do from writing hypotheses and their operational implications to the final analysis of data. • Secondary data collection: The first step in an exploratory study is search of the secondary literature. Methods of collecting data Methods of collecting data refer to how a researcher gathers information from various available sources. I decided on how many questions are to be formulated.Research design Research design is a path for market research project. I had decided to collect their views as the first hand data as a study. It is procedure for gaining the information required to solve research problem. Within secondary data exploration.
After designing a questionnaire. RESULTS AND INTERPRETATION . sampling plan was designed. DATA ANALYSIS.
67% 16% 61. In what business do you deal in? a) Sarees b) Dress materials c) Both Aim: To identify whether the retailers deal in either sarees or dress materials or both.Q1. Category Sarees Dress Materials Both Percentage of Respondents 22.33% Respondents 17 12 46 .
Q2.Interpretation: From the above graph.67% retailers deal in only sarees. Which are the brands that you deal in? a) Vishal b) Garden c) Laxmipati d) Shivangi e) Others ___________ Aim: To know which are the brands that retail shops are keen or interested in dealing with in the city of Surat. 16% of them deal only in dress materials.33% retailers deal in both sarees as well as in dress materials. While 22. Brand Names Percentage of Respondents Respondents . it was found that 61.
46% 32% 24 30 35 18 50 Interpretation: From the above chart. Which brand is more popular in sarees? a) Vishal b) Garden c) Laxmipati d) Shivangi e) Others ________ Aim: To know the famous brands among sarees as per the perception of retailers who are in daily interaction with the customers.25% 19% 22. Q3. followed by Laxmipati(22.Vishal Garden Laxmipati Shivangi Others 15.29%) and Garden(19%). we conclude that most of the retailers deal in other category which include both local brands as well as unbranded clothes which shows as 32%. Brands Percentage of Respondents .29% 11.
60% in its favor. Q4.40% 1. Which brand is more popular in dress materials? a) Vishal b) Garden c) Laxmipati d) Shivangi e) Others _________ Aim: To know the famous brands among dress materials as per the perception of retailers who are in daily interaction with the customers. While Shivangi is least famous with only 1. .60% 28. we can conclude that 28.63% 23.Respondents Vishal Garden Laxmipati Shivangi Others 20.57% 13 15 16 1 18 Interpretation: From the above chart.80% 25.57% retailers say that sarees in others category are most famous.
45% 27.45% share. What is the price range between which you buy sarees? a) 0-500 b) 500-1500 c) 1500-2500 .48% followed by Garden(27.Brands Vishal Garden Laxmipati Shivangi Others Percentage of Respondents 3. Q5.57% 22.40% 12.10% 34.48% Respondents 2 16 13 7 20 Interpretation: We conclude from the above chart that dress materials are most famous in others category which is 34.57%) whereas Vishal is least famous with only 3.
d) 2500 & above Aim: To evaluate and study the perception of retailers in terms of price range in sarees.10% 25% 35% 33. Q6. Range 0-500 500-1500 1500-2500 2500&above Percentage of Responses 6.90% Responses 11 45 63 61 Interpretation: As per the above data. we conclude that 35% of retailers tend to purchase sarees mostly in the range of 1500-2500. What is the price range between which you buy dress materials? a) 0-500 b) 500-1500 . While 33% of retailers purchase sarees in the range of 2500&above. Only 6% of retailers deal in saress in the range of 0-500 which is very moderate percentage.
78% Responses 21 54 59 49 Interpretation: As per the above data.47% 29.24% 26. Range 0-500 500-1500 1500-2500 2500&above Percentage of Responses 11.51%.51% 32.47% of retailers purchase dress materials in the range of 0-500.c) 1500-2500 d) 2500 & above Aim: To evaluate and study the perception of retailers in terms of price range in dress materials. While only 11. we can conclude that 32% of retailers tend to purchase dress materials mostly in the range of 1500-2500 which is followed by 500-1500 range with 29. Which type of saree do you prefer more? . Q7.
we conclude that around 85% of retailers prefer machine-made sarees while 15% of retailers prefer to deal in both together and none of them deal only in hand-made sarees.a) Hand-made sarees b) Machine-made sarees c) Both Aim: To know the market preference in the type of sarees manufactured.62% 15.38% Respondents 0 55 10 Interpretation: From the above chart. Type of Saree Hand-made Machine-made Both Percentage of Respondents 0% 84. .
.40% 20. CHARACTERISTICS QUALITY CONTROL MARGIN STOCK SUPPLY Characteristics Price Quality Control Margins Stock Supply Percentage of Responses 19.80% Responses 24 22 35 18 26 Interpretation: From the above chart of Vishal. While supply is given least rating which is 14. Rate each brand from 1-5 on the basis of characteristics possessed by it. BRAND PRICE Vishal Garden Laxmipati Shivangi Others Aim: To evaluate and identify the various characteristics of the brands in terms of retailers perception towards them in which they deal.8%).40% probably due to inefficient supply chain management of the company.20% 17. we conclude that 28% of retailers rate margin level of Vishal as the best characteristic possessed by it which is followed by stocking (20.60% 28% 14.Q8. Rating characteristics of Vishal (in percentage).
Characteristics Price Quality Control Margins Stock Supply Percentage of Responses 16. Rating characteristics of Laxmipati (in percentage). Characteristics Price Quality Control Margins Stock Supply Percentage of Responses 12% 30% 14.67% Responses 18 45 22 25 40 Interpretation: From the above chart.67% 16. The satisfaction level of retailers in terms of pricing strategy of garden is very low which is just 12%.67% 26.67%).57% Responses 29 34 41 42 29 . we conclude that 30% of retailers rate quality control level of Garden the best characteristic possessed by it which is followed by supply (26.Rating characteristics of Garden (in percentage).57% 19.43% 24% 16.43% 23.
.43% which shows that stocking and margin level are interrelated.Interpretation: From the above graph. Characteristics Price Quality Control Margins Stock Supply Percentage of Responses 22% 18% 25% 20% 15% Responses 22 18 25 20 15 Rating characteristics of Others (in percentage). we conclude that 24% of retailers rate stocking highest which is followed by margin level which is 23. Rating characteristics of Shivangi (in percentage).
40% Responses 45 55 78 51 21 Interpretation: From the above chart. the supply level is rated as lowest.40% 8. Q9.20% 20. Rate each brand from 1-5 on the basis of importance given to characteristics while making purchase from your point of view. .Characteristics Price Quality Control Margins Stock Supply Percentage of Responses 18% 22% 31. Due to inefficient supply chain management of the companies possibly. we conclude that 31.2% of retailers rate best the margin level of other brands/unbranded clothes which is followed by quality control (22%).
20% 16% 15.6% of retailers give most importance to supply level when they make purchase from either wholesalers or from the retail outlets of the company which means that company needs to have efficient supply chain management. Rating characteristics of Vishal (in percentage).BRAND PRICE Vishal Garden Laxmipati Shivangi CHARACTERISTICS QUALITY CONTROL MARGIN STOCK SUPPLY Aim: To know what are the characteristics which retail shop owners give importance to while making purchase. Characteristics Price Quality Control Margins Stock Supply Percentage of Responses 24% 19. Price is the second most important variable according to retailers while making purchase of this brand. we conclude that as far as Vishal is concerned.60% Responses 30 24 20 19 32 Interpretation: From the above graph. . 25.20% 25.
67% Respondents 40 30 28 27 25 Interpretation: From the above graph.16% 24% 13. Rating characteristics of Laxmipati (in percentage).67% 18% 16.84% Respondents 32 37 42 24 40 . we conclude that around 27% of retailers give more importance to price than other characteristics while supply is given least importance which is around 17%.70% 22.30% 21. Characteristics Price Quality Control Margins Stock Supply Percentage of Respondents 26.Rating characteristics of Garden (in percentage). Characteristics Price Quality Control Margins Stock Supply Percentage of Respondents 18.67% 20% 18.
Rating characteristics of Shivangi (in percentage). we conclude that 24% of retailers give more imoprtance to margin level as compared to other variables while making purchase of this brand. Characteristics Price Quality Control Margins Stock Supply Percentage of Respondents 13% 20% 28% 15% 24% Respondents 13 20 28 15 24 .Interpretation: From the above graph. Whereas stocking level is given least importance.
we conclude that 28% of retailers give importance to margin level as compared to other variables/characteristics while making purchase of clothes of this brand which is followed by supply level whereas price factor is given least importance.40% 18.Interpretation: From the above graph. Characteristics Price Quality Control Margins Stock Supply Percentage of Respondents 16% 14% 26.80% 24.80% Respondents 40 35 66 47 62 . Rating characteristics of Others (in percentage).
Interpretation: From the above graph. we conclude that 26. Whereas quality control is not given that importance.4% of retailers give importance to margin level when making purchase of other brands or unbranded clothes for the purpose of sale. .
Which brand is more preferred by consumers for making purchases for special occasions like marriages or has special image in the minds of consumers? a) Vishal b) Garden c) Laxmipati d) Shivangi e) Others Aim: To know and evaluate the perception of customers about various brands and to know their buying decisions while making purchase for special occasions.33% 4% 32% Responses 10 22 16 3 24 .33% 29. Brands Vishal Garden Laxmipati Shivangi Others Percentage of Responses 13.33% 21.Q10.
Q11. .Interpretation: From the above graph. we come to know that other brands/unbranded clothes (sarees/dress materials) have special image in the minds of customers which is followed by Garden(29%) whereas Shivangi is preferred least (4%). Any suggestions from your part so that these brands can improve on the given characteristics? Aim: The main purpose of this open-ended question is to get descriptive replies from retailers so that these brands can make improvements so as to be more effective in the market and improve their competition level.
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