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A STUDY ON EXAMINE OF CONSUMER BUYING BEHAVIOUR OF

NITHYA SILKS COTTON INDUSTRIES AT THIRUPUR

CHAPTER I

INTRODUCTION

INTRODUCTION OF CONSUMER BEHAVIOUR

In an environment of competitive market, the success of every industry largely


depends on how precisely it can understand the target consumers. Because, such
an understanding is the sole means to translate the needs and wants of the
prospective consumers into products or services. Regarding textiles,
understanding consumer is the nucleus of its production and marketing, as
clothing is the manifestation of the behavioral aspects of the wearer in its totality.
To make it more clear, the decision regarding buying and using textiles is the
reflection of the rational behaviour of consumers.

The amazing and amusing aspect of the rational behaviour is its


'dynamism' - which is conspicuous because of its magnitude. It is worth noting
here the opinion of Michael De Montaigne 'There never were in the world two
opinions alike, no more than two hairs or two grains: the most universal quality is
diversity(Montaigne, Michael De, 1915). The dynamism of rational behaviour
postulates the, formulation and the reformulation of approach, outlook or
perception in result of every sphere of human activity including consumption. A
sagacious marketer, therefore, has to convince himself that his products / services
and strategies are in line with the dynamic marketing environment.

'Marketing is the 'whole business' from the viewpoint of its final result, that
is,from the consumer - point- of- view' (Drucker, P.F. 1973). Unlessa deliberate
attempt is made by the marketers to analyze and understand the behavioural
aspects of the target consumers, there will hardly be any parity between
production and consumption. 'The study of consumer behaviour began when
marketers realized that consumers did not always act or react as marketing theory
suggested they would' (Schiffman ,G.L and Kanuk, L.L ,2002).
Consumer

It is expedient to examine the concept of consumer before discerning the


behaviour of the consumer. Who can be a consumer? Can children be considered
consumers? Should it be an individual? These probing questions call for a more
realistic as well as .pragmatic interpretation of the term consumer. Children are
generally regarded to be incapable of making independent decisions and in that
sense they cannot be labelled as consumers or a consumer unit. However, from
the perspective of ‘user status', they are the end users of articles like toys, story
books; hence they can be considered consumers at par. When an individual
purchases food or clothing for his family, he may be more concerned about the
welfare of hi s family than a b o u t his personal welfare or interest.

As the available resources have been utilized for consuming goods 1 services for
the family, scan be designated as a consumer unit. A consumer unit is one or more
persons who collectively generate income and allocate it for consumption among
the members of the unit' (Eastwood, D.B,1985). To make it more clear, the
terminology consumer unit connotes households, which include individuals,
families and those who are living together.

Peripherally, consumer behaviour denotes the response of individuals1 household


to different situations1 conditions in respect of marketing of good and services.
Nothing can 'be substantially evolved for strategic decision in marketing
management, if the concept of consumer behaviour remains as a mere response in
the corpus of knowledge. Recalling a handful of widely used definitions seem to
be indispensable to get a bird's- eye view of the concept of consumer behaviour.

Definitions of Consumer Behaviour

'Consumer behaviour is the study and the marketing of products and of human
response to products or services (Kardes, ER, 2002).

'Consumer behaviour is the behaviour that consumers display in searching for,


purchasing, using, evaluating products or services and ideas that they expect will
satisfy their needs' (Schiffman, G.L and Kanuk, L.L, 2002).

'Consumer behaviour refers to the buying behaviour of final consumers -


individuals and households'(Kotler, Philip and Armstrong, Gany, 1985).

'Consumer behaviour is the behaviour of the ultimate consumers, those who


purchase products for personal or household use, not for business purpose'

'The act of individuals households in obtaining and using goods and services
including the decision processes that pervade and determine those acts' (
The cited definitions lay emphasis on the clause that the applicability of the term
consumer behaviour is completely confined to the ultimate' consumers'.

Overwhelmingly, it is associated with the decision - making process with regard to


buying and using products or services.

Consumer Decision - Making Process

The words of 'Napoleon I' - 'nothing is more difficult, and therefore more
precious, than to be able to decide'(Schiffman, G.L and Kanuk, L.L 2002) tell us
that the decision-making process stands as a colossus among the routine
phenomena in everyday life of people. Consumers make decisions for deriving the
expected level of satisfaction by purchasing products or consuming services.
Manufactures as well as marketers are found to be inquisitive to understand and
analyze the consumer decision-making process, as it portends the fate of a product
or service in the prevailing market environment. 'Cost' and 'utility' of the target
product or service are the 'dyadic conditions' which pervade every consumer
decision-making process. Obviously, it varies from context to context and
household to household. However, a typological approach may be made in the
categorization of the consumer decision-making process.

Although the consumer decision-making process varies considerably, they can be


included in one of the three categories: 'routine response behaviour, limited
decision- making' and 'extensive decision making' (Howard, J. A and Shethu, J.N,
1969). The routine response behaviour is associated with frequently purchased
articles and the consumers intake the decisions spontaneously. The limited
decision making is applicable in the context of occasional buying. And the
consumers are increasingly interested in gathering the needful information so as
to make the appropriate decision. When unfamiliar and infrequently bought
products have become the target, the consumers adopt the policy of "think-twice
before you leap" and hence very keen in information - search and processing in
order to avoid the post purchase dissonance.
'Joint decisions' and 'individual decisions' are the later additions to the
classification of consumer decision - making process. The former represents
group involvement while the latter denotes involvement of a single individual in
the decision- making process. 'Joint decision - making is different from individual
decision - making not only in terms of the unit but also in terms of the
processitself' (Park, W.C, 1982).

'Many major consumer decisions are arrived at by consultation or give-and take


among group members' (Katonah,G, 1980). And there are several stages in the
consumer decision-making process for deriving the expected level ofsatisfaction.

Stages in Consumer Decision -Making Process

Every consumer decision-making process is the meridian of several phasic stages.

These stages are 'problem or need - recognition, information search, evaluation of


alterative, purchase and post - purchase- evaluation' (Ferrell, 0.C and
Pride,W.M,1989). Both the personal and the non-personal aspects of consumers
may influence each stage in the decision- making process.

Where there is a discrepancy between the desired condition and the actual
condition, the consumers locate a problem to be solved or a need to be satisfied.

Economic advancement, change in the stages of lifecycle, technological


development and socio-cultural environment are the major contributory factors
that may arouse the urge for solving a problem or satisfying a need. Besides,
factors like market environment and promotion campaigns of marketers are
instrumental to accelerating the process of problem- solving or need - satisfaction.
Awareness of a problem induces the consumers to search for information. Product
features, brand, seller and price are the major subjects, which are to be analysed
with the help of the information obtained from the various sources. Now-a-days,
consumers have been hugged by information explosion; particularly by the
coverage given by the mass media. 'Consumers use decision rules to cope with
exposure to too much information or information overload'

(Owen, R.S and Hargtved, P.C,1993). If consumers are provided with too much
information at a given point of time, it exceeds their processing limits.

Exposure to information takes the consumers to the world of different product


alternatives. Consumers are usually pre-conditioned by setting a plethora of
characteristic features of the target product in their mind. In order to get a multi-
dimension picture of the target product, they may even consider the opinions and
viewpoints of others. 'Consumers are especially like to note information and to
avoid product or brand that receives negative evaluations'

(Ami, A.S and Schiffman, G, L, 1986). 'When making a purchase -decision,


consumers must judge the relative values of various alternatives' (Puto,C.P,1987).
If the known products or brands are not corresponding to the rating, the
consumers may go in for further search.

After profiling the characteristic features of the target product1 brand and
evaluating the alternatives, the consumer proceeds to the actual buying process,
by which prospective consumers will become actual consumers. Perhaps
consumers may go for a compromise, if the products / brands, which have secured
the highest ratings, are not available in the immediate vicinity. Purchase is
characterized by factors like store loyalty, brand affinity, timing and even group-
involvement. 'Consumers may also use a preference formation strategy that is
other-based-in which they allow another person to make the selection or purchase
for them'(Olskavsky, R.W, 1985).
Post-purchase evaluation is the last phasic stage in the decision-making process. If
the product is an expensive one, the consumer will be keen in evaluating the
product. If the evaluation evokes a dissonance, it causes mental fatigue to the
consumers. The discontented consumers will give word - of-mouth that may
discourage the other prospective buyers. Unless precautionary measures are taken
by the marketers against the injurious word - of - mouth of the consumers, their
existence will be at stake. 'Perhaps the most important thing for marketers to
understand about word -of -mouth is its huge potential economic impact' (Walker,
C, L995). Understanding the factors that can exert an influence on the behaviour of
prospective consumers is the short-cut to reach at this destination.

Factors Affecting Consumer Behaviour

'Consumer behaviour (B) is the result of the interaction of the consumer's personal
influence (P) and the pressure exerted upon him by the outside factors

This conveys that the behaviour of consumers is influenced by cultural, social,


personal and psychological factors. It is not imperative that on all occasions, all
the factors have to be at work to mould the behavioural pattern of consumers. It is
interesting to note that the factors, which are responsible for the behaviour of
consumers are complimentary in character.

Cultural Factors

'The cultural setting of consumers is conspicuously integrated with their


behavioural aspects, because culture envisages distinctive modal patterns of
behaviour, and the underlying regulatory beliefs, norms and premises'

(Krech,Dand Crutch Field,R.S, 1962).Ingeneral,theculturalbackgroundof


consumers acts as the 'control surface' with regard to their consumption process.
Choice of products1 brand, mode of buying, type of vendor selected may be
pointed out as the examples for the interplay between the culture and behaviour of
consumers. In the textile market, culture is a vital factor that influences the
fashion adoption. Now-a-days, cultural trends have tended to redefine the usage
pattern of many a product, ranging from consumerproducts to spots- symbol
products. In a country like India, cultural normsexceedingly influenced by
re1igious doc trines, have considerable implications on the behavioural aspects of
consumers.

Social Factors

The social characteristics of consumers may be identified as a factor, which has


an enduring impact on consumer behaviour. 'There are three types of social
character; tradition - directed, inner - directed, and other - directed'
(Riesman, D, 1950). Nevertheless, the interaction between social factors and
consumer behaviour varies from social class to social class. 'The basic distinction
between the middle -class and the working class is that the latter advanced as a
result of group activity whereas those above them moved forward by individual
initiative' (Shanks and Michael, 1972). In the social set up, consumers get ample
opportunities to interact with others, and to be influenced by them. The group that
exercises influence on consumers is termed 'reference group' in consumer
behaviour science. 'Reference group is any person or group of people that
significantly influences an individual's behaviour '(Enger, J.F, Blackwell, R.D and
Minard, P.W, 1999). Over the years, the social set up of every country, including
India, has undergone many transformations. This has evoked changes in
behaviour among consumers regarding volume or frequency of consumption,
product pattern, information search and exposure.
Personal Factors

'There can be free interplay between the personal facts of consumers such as age
or lifecycle stage, occupation, economic situation, lifestyle, personality and self-
concept' (Kotler, Philip and Armstrong, Garry, 1985) and their behaviour.

The personal factors may influence many aspects of consumers like thinking,
searching, and processing of information, decision- making and judgement of
products or services. For instance, an educated consumer having a lucrative
occupation will be more competent to take a wise decision with regard to con-
summing and using products or services.

Life Cycle Stage

The behaviour of consumers is subject to radical changes during the entire life
span, because they require different types of products at different stages of thelife
cycle. To quote an example, the requirements of the elderly are diametrically
opposite to those of the youngsters. 'Over the years, the elderly segment of
consumers has .been widened, as people are enjoying longer and healthier lives'
(Urban and Star, 1991). Similarly, age or life cycle- stage causes drastic changes
in the formation of attitude a perception. 'Now-a-days, psychological life cycle -
stages have also been identified' (Lepisto, S.L, 1985) by the marketers as an input
while designing products as well as strategies for different market segments.
Occupation

The trenchant changes that have taken place in the market environment on the
global level are due to the changes in the occupational scene of the consumers.

A sizeable number of consumers have given up agriculture as their source of


income, and have occupationally migrated to other avenues, particularly 'white-
collar jobs'. This has considerably improved the economic status of consumers;
thereby spectacular changes have been witnessed in the consumption process and
pattern. Exposure to information, preference for brand, store and media habit are
some of the important facets of changes that have been brought about by the
occupational mobility of consumers. Change in media habit true to the new
horizons of occupation is apparent from the enhancement in the number of readers
of dailies and magazines. 'Readership is the strongest among college graduates
and among those in executive-managerial professions' (Rebacca, P, 1995).

Economic Situation

'During the 1960's, economists began to focus attention on the economic


Decision-making within the household' (B ecker, G.S, 1965). Evidently, they had
become ready to acknowledge the degree of influence exerted by the economic
situation of consumers on their behaviour. In the macro sense, it is apt to state that
the economic situation affects the nature of products bought by the consumers. In
the micro sense, it is more apt to spell out that brand choice, particularly of the
'premium brands', is the net result of the improvement in the economic conditions
of the consumers. Hence, there are economic reasons for setting 'product
standards' for consumer goods.
Life Style

The major elements of life style are identified by "Plummer", as 'activities,


interests, opinions and demographics' (Plummer, J.T, 1974). 'Life style embodies
the pattern that develop from the dynamics of living in society'

(Lazer and William, 1963). As it sketches one's attitude or outlook and capability
for adjustment and being adjusted, it affects consumption too. The pains taken for
information search, interaction with others, especially with opinion leaders, extent
of search for (product) alternatives, perception about brand, mode of
consumption, and usage pattern often reflect the life-style maintained by the
consumers. Acknowledging the role of life style on the be-havioural aspects of
consumers, marketers have begun using life sty1e as a criterion or input for
market segmentation of many consumer products.

Personality

According to Tholess, personality is 'covering all the ways in which one


individual can differ from another' (Thouless, R.H, 1967). 'Personality is usually
described in terms of traits such as self-confidence, dominance,sociability,
autonomy, defensiveness, adaptability and aggressiveness' (Kassarjian, S
.NandScheffet M.J, 1984). Consumers especially those who belong to the upper
stratum in the society, are exceedingly interested in creating a 'perceived image' in
the environment in which they live. And it is always adherent to their personality.
Accordingly, they may select and use only those products and services, which are
compatible with their image and personality. The trend of consumers to analyses
the 'brand personality' or 'brand image' may be spelt out as an example of the
relationship between personality factors and the behavioural aspects of
consumers.

Self - Concept

'Self-concept' has been defined as 'the sum total of all that a man can call his
body, traits, and abilities; his material possessions; his family, friends and enemies;
his vocations and avocations and much else' (Hall, Calvin, S and Lindzey, 1957).
The contributions of an individual to the society and his social identity are the
indicators of his/ her self -concept. A rational individual always tries to safeguard
his or her self- concept while he/she is engaged in any kind of activity, including
consumption. This makes it explicit that the behavioural aspect of consumers is
largely affected by their self-concept. A prudent marketer has to understand the
self-concept of his prospective buyersandthereby their position in the society,
before developing products and designing marketing strategies.
Psychological Factors

The four identifiable psychological factors that modulate the behaviour of


consumers are 'motivation', 'perception', learning' and 'attitude'.

Motivation

Human needs and motives are 'Siamese twins'. Hence, striking a precise
difference between the two concepts seems to be a hair-splitting task. 'As Bayton
has observed, some psychologists claim that words such as motives, needs, urges,
wishes and drives should not be used as synonyms; others are content to use them'
(Bayton, J.A, 1958). In the absence of a comprehensive conceptual framework,
motivation can be regarded as a desire that springs from the "unsatisfied needs" of
human beings, which leads to a goal-setting. Motivation activates the behaviour
of an individual in indirection towards a typical activity. 'A motivated organism
willengagein an activity more vigorously and more effectively than an
unmotivated one'

(Hugard, E.R, Atkinson, R.C and Atkinson, R.L, 1978). A forceful motivationmay
instigate individuals to avoid certain things and to accept certain other things.
Regarding consumption of consumer goods, motivation of individuals increasingly
influences decisions on product, brand, store, information search and size of
expenditure. With this temperament, certain people are seen to be 'risk-averse' and
hence marketers must so carefully design products and services as to tap the
demand potential of such consumers.

Perception

Markinhasdefinedperceptionas'oneofthe elements of cognition- the processinvolved


in knowing' (Markin, R.J, 1969). It is a process by which an individual gathers,
selects, organizes and interprets information or stimuli into a meaningful and
coherent picture of the world. As perception is more instrumental to developing
'viewpoints' than in gathering and processing information, it is characterized by a
high degree of diversity. Hence,different consumers who are exposed to the same
market environment may behave differently. In practical marketing, studying
consumer behaviour from the angle of the perceptual background of consumers
generates valuable inputs for strategic decisions. It is worth mentioning that
understanding and analyzing the perception of consumers has become the decisive
factor in organizing promotion campaigns, since the present promotion imparts
heavy information load to the consumers. It is not likely that consumers always
perceive it positively. In order to overcome this handicap, information and products
as well should be brought to the target consumers in such a way as to synchronize
with their perception. 'In short, while perception has sensory data at its core, it in
turn has a central role in the cognitive and thinking process' (Bliss, P, 1970).
Learning

From the marketing perspective, 'consumer learning' can be thought of as 'the


process by which an individual acquires, the purchase and consumptionknowledge
and experience that he/she is applying to future relatedbehaviour'(Schiffman, G
. L & ~Kanuk, L.L2002).

It is worthwhile to note the opinion of Winston Churchill 'I am always ready toI do
not always like being taught'. Consumer learning is anongoing process and every
consumer happens to learn something in his everyday life. Learned consumers
possess distinctiveness in many aspects and are found to be efficient at the market
place, because, he/she has been gathering knowledge about product, brand, media
message, price and economic aspects.

This gives the message that the marketers should equip themselves to deal with
those consumers who are active in learning

Attitude

Attitude influences everyone's life and it affects the way in which everyone adjusts
with, and reacts to, other people, objects or events. Allport gives the definition of
attitude as 'a mental and neural state of readiness organized through experiences
exercising a distinctive or dynamic influence upon the individuals' (Allport, G,
1935). An analysis of consumer behaviour from the perspective of consumers'
attitude helps marketers to understand what consumers will do in a specified
condition at a point of time. Attitudinal influence on usage pattern, frequency of
consumption, preference for hyper market, multiple shopping and predicts/brand
insistence has become conspicuous over the years. In advertising research, for
instance, 'the changing of consumers' attitude towards specific products and
services is considered to be a very useful method of assessing the effect
ofadvertising' (Adler, Allan,G and Donald, L.B, 1965).

Viewing from this perspective, textile industry has to focus on four thrust areas of
the behavioural aspects of the consumers; such as what the consumers like to buy
(product), from where they like to buy (source of buying) how they keep
themselves informed about products (media exposure) and how they adapt with
their environment in the decision- making process (socio - economic factors).

The Indian textile industry has been producing cotton cloth of quality made from
long staple cotton fibre, since the inception of the handloom sector. Inorder to
cater with the requirements of the changing environment, the mill sector has
started producing a number of blended and synthetic fabrics. A variety of 'new
generation textiles' which are eco-friendly have been inducted in the market. And
the research endeavours with institutional support spell out that the Indian mill
sector is potential enough to develop improved varieties of fabric and clothing.
However, the marketability of the textile product depends on how it is perceived
by the consumers. This calls for the analysis of perception of consumers about
specifications of their target product.

The consumers in the textile market have been exposed to different modes of selling
outlets in different market segments. Textile retailers are competing with one
another in occupying a legitimate space in the perceptual map of the prospective
consumers. Often such competition seems to be a sheer waste.
The consumers may take into account several parameters to perceive a source of
buying as ideal. When a source of buying-is mismatching with the perception of
consumers, it is characterized with a weak sales potential. This has a special
relevance in the case of those textile manufacturing units, which are active in
marketing also.
Information exposure is the salient feature of the modern marketing environment. This enables
the consumers to acquire deep magnitude of knowledge, which in turn makes them "smart
consumers" at the market place. It is desirable to have a foolproof picture of the information
search process of consumers, to understand their attitudinal aspects. The important outcome of
such an approach is that both the textile manufactures and marketers can communicate the
meaningful facts and figures to their target consumers very cffectively. Besides, the modem
strategy of two-way communication through the mass media provides feedback to the producers
and marketers; which can be used a s precious inputs for product planning as well as marketing.

The consumers are subject to the influence of their environment. Social, economic and
occupational facets of environment are seen to be highly dynamic. Its impact ranges from the
change in the propensity to consume to the outlook and approach towards buying and using
textiles. The evaluation of the influence of changes on the behavioural aspects of consumers
would equip the manufacturers and marketers of textiles to design strategies corresponding to the
pre-failing socio- economic environment of the target consumers.

In a nutshell, the textile industry must be viewed from the angle of consumers so as to crop up
production and sales. It is worth mentioning here a quote attributable to Mahatma Gandhi, in
which he stresses 'a consumer is the sole reason for a business or an industry to exist'(The Hindu,
July 2003). Since Mahatma was born in the trading community of Gujarat, he might have sensed
what ought to be the right philosophical mooring for a business or an industry.

Thus, a comprehensive analysis of the behavioural aspects of the consumers is the fulcrum,
which enables the Indian textile industry to march ahead. In tune with this requirement, several
vital factors with regard to textile consumption such as 'product specification', 'preference for
source of buying', influence of advertisement and sales promotion and socio - economic factors
of buyers have been analysed in the following chapters.

INTRODUCTION:

Marketing is the moving and exciting activity in everybody activities. The sellers,
distributors, advertising agencies, consultants, transporters, financers, store agencies and every
one as a counter are part of the marketing system. Any exchange process be it consumer, goods,
intermediary goods, services of ideas, comes under the preview of marketing. It is very often
regarded that the development of markets and marketing is synonymous with the economic
development of account. Through marketing is an action discipline. In the ever-growing
corporate world, marketing is being regarded as a crucial element for the success of an Enterprise

The marketing discipline is undergoing fresh re appraisal in the light of the vast global,
technological, economic and social challenges facing today’s companies and countries.
Marketing at its best is about value creation and raising the world’s living standards. Today,
spinning companies are those who succeed most in satisfying, indeed delighting their target
customers. As quoted by P.P.Drucker Marketing is so basic that it cannot be considered a
separate function. It is whole business seen from the point of view of its final result, that is, from
the customer’s point of view. Business success is not determined by the producer but by the
customer".

Philip Kotler has therefore defined marketing as ³it is a social and managerial process by which
individuals and groups obtain what they need and want through creating, offering and
exchanging products of values with others´. Many Indian companies espouse a satisfied
customer philosophy and describe marketing as customer-satisfaction engineering. Since the
economy in this country has changed from a primary condition of scarcity to gradual and steady
stage of affluence, largely giving consumers the opportunity to choose among manyvaried
alternatives, satisfaction has become a major concern of business.

Subculture:

social classes are relatively homogeneous and enduring divisions in a society which are
hierarchically ordered and whose members shares similar Values, interest and behaviour and
social classes includes upper class, middleclass and lower class.

SOCIAL FACTORS:

A persons reference groups consist of all the groups thathave a direct (face to face) are indirect
influence on the persons altitude or behaviour. This group to which the person, belongs and
interacts.

Personal Factors:

A consumer decision also influenced by personal characteristics notably the buyers age & life
cycle stage, occupation, economic circumstances, life style and personality and self concept.

PSYCHOLOGICAL FACTORS:

Motivation:

A person has many needs at any given time. Some needs are biogenic. They arise from
psychological states of tension such as hunger, try stand discomfort.
Perception:

Perception is defined ass ³the process by which an individual selects, organizes, intercepts,
information, inputs to create a meaningful picture of the world.

NEED FOR THE STUDY:

Consumer behaviour plays a major role for the growth of the company in the modern market
scenario. The basic idea of this study is to find the consumer behaviour towards Textiles. The
needs have to be recognized and necessary steps have to be taken to make the changes. India is
growing rapidly and changes are dynamic. People are changing, the preference and the demand
is changing. The market also has to change accordingly. The purpose of consumer behaviour is
not only for retaining the customers but also attracting new customers and increasing the sales
also creating and maintenance of brand awareness. In this competitive market the level of
consumer satisfaction decides the success of any product and any company. The night consumers
have to be targeted and the right strategy should be implemented at the right time. This will give
the desired results

OBJECTIVES OF THE STUDY:

The main objective is to determine the current consumer behaviour levels of the customers with
regards to Textiles.

 To study and analyze consumer shopping behaviour towards NITHYA SILLKS


COTTON INDUSTRY AT THIRUPUR
 To assess the behaviour level of different type of customers shopping at NITHYA
SILLKS COTTON INDUSTRY AT THIRUPUR
 To identify what type of strategies are suitable for the company to reach the targeted
customers.
 To find out the factors which influence the consumption of the products in NITHYA
SILLKS COTTON INDUSTRY AT THIRUPUR.
 To identify effective a advertising sources which are influencing customer purchasing
behaviour at NITHYA SILLKS COTTON INDUSTRY AT THIRUPUR
 To find out how the consumers spent their incomes, time on the purchasing of the
products.

SCOPE OF THE STUDY


 NITHYA SILLKS COTTON INDUSTRY AT THIRUPUR as six branches in
THIRUPUR. My scope is limitation to one Branch (KACHIGUDA). The scope of the
study is to identify the consumer behaviour towards cotton industry .It is aimed at
enlightening the company about different steps to be taken up to increase the share of
Textiles with regard other competitors and also to make the company to provide better
customer services. The scope of the study is only confined to the area covered under
THIRUPUR and only confined in studying about the consumer behaviour towards
Textiles.

LIMITATIONS OF THE STUDY:

 Time has been a major constraint throughout the study as it has been only for duration of
2 months.
 As this survey was restricted Nithya Silks Cotton Industry this cannot be stated as an in
depth research on this subject.
 Enough care is taken in formulating the questionnaire, still some errors may creep in. The
consumer behaviour varies according to different products.
 Quality verses price was not taken into the consideration.
 The project is based on the interview methodology by a stored questionnaire and the
personal skills of the person undertaking the project affect the results.

CHAPTER-II

REVIEW OF LITARATURE/CONSUMER BEHAVIOUR:

What is consumer behavior?

Activities people involved in when selecting, purchasing, and using products so as to satisfy
needs and desires. Consumer behaviour involves the psychological process that consumers go
through in recognizing needs, finding ways to solve these needs, making purchase decision (e.g.,
whether or not to purchase a product and, if so, which brand and where), interpret information,
make plans, and implement these plans (e.g., by engaging in comparison-shopping or actually
purchasing a products).

SOURCES OF INFLUENNCE OF THE CONSUMER:

The consumer faces numerous of influence. Often, we take cultural influences for granted, but
they are significant. An American will usually not bargain with a storeowner. This, however, is
common practice in much of the world. Physical factors also influence our behaviour. We are
more likely to buy a soft drink when we are thirsty. For example, and food manufacturers have
found that it is more effective to advertise their products on radio in the late afternoon when
people are getting hungry. A person’s self image will also tend to influence. what he/she will
buy. An upwardly mobile manager may buy a flashy car to project an image of success. Social
factors also influence what the consumers buy-often, consumers seek to imitate others whom
they Admire, and may buy the same brands, the social environment can include both the
mainstream culture (e.g., Americans are more likely to have corn flakes/ham and eggs for brake
past than to have rice, which is preferred in many Asian countries) and a sub culture (e.g., rap
music often Appeals to a segment with in the population that seeks to distinguish itself from the
main stream population).Thus sneaker manufacturers are eager to have there products worn by
admired athletes. Finally, consumer behaviour is influences by learning ± you try hamburger and
learn that it satisfies your hunger and tastes good, and the next time you are hungry, you may
consider another hamburger.

Personality and self concept

A person’s distinguishing psychological characteristics that lead to relatively consisting and


lasting responses to his or her own environment.

PSYCHOLOGICAL FACTORS

A person’s buying choices are further influenced by four major psychological factors:
motivation, perception, learning, and attitudes.

Motivation

A need that is sufficiently pressing to direct the person to seek satisfaction of the need.

Perception

The process by which people select, organize, and interpret information to form a meaningful
picture of the world.

Learning

Changes in an individual’s behaviour arise from experience.


Beliefs and attitudes

A descriptive thought that a person holds about something is his/her belief. A person’s
consistently favourable or in favourable evaluations, feeling, and tendencies toward and object or
idea is attitude. The common tools used to conduct data analysis range from simple cross
tabulations and segmentation analysis to more sophisticated statistical methods

such as multivariate and logistic regression discriminates analysis and cluster analysis. In the last
few years, optimization tools and machine learning algorithms such as neural networks and
genetic algorithms have also been used to perform advanced data analysis. The study of
consumers helps firms and organizations improve their marketing strategies by understanding
issues such as The psychology of how consumers think, feel, rason, and select between different
alternatives (e.g., brands, products);

The psychology of how the consumer is influenced by his or her environment (e.g., culture,
family, signs, media);

The behaviour of consumers while shopping or making other marketing decisions; Limitations in
consumer knowledge or information processing abilities influence decisions and marketing
outcome; How consumer motivation and decision strategies differ between products that differ in
their level of importance or interest that they entail for the consumer; and How marketers can
adapt and improve their marketing campaigns and marketing strategies to more effectively reach
the consumer. Understanding these issues helps us adapt our strategies by taking the consumer
into consideration. For example, by understanding that a number of different messages compete
for our potential customers attention, we learn that to be effective, advertisements must usually
be repeated extensively. We also learn that consumers will sometimes be persuaded more by
logical arguments, but at other times will be persuaded more by emotional or symbolic appeals.
By understanding the consumer, we will be able to make a more informed decision as to which
strategy to employ.

Behavior occurs either for the individual, or in the context of a group(e.g.,friends influence what
kinds of cloothes a person wears) or an organization (people on the job make decisions as to
which products the firm should use).

Consumer behavior involves the use and disposal of products as well as the study of how they
are purchased. Product use is often of great interest to the marketer, because this may influence
how a product is best positioned or how we can encourage increased consumption. Since many
environmental problems result from product disposal (e.g., motor oil being sent into sewage
systems to save the recycling fee, or garbage piling up at landfills) this is also an area of interest.
Consumer behavior involves services and ideas as well as tangible products.

The impact of consumer behavior on society is also of relevance.

CHAPTER III

COMPANY PROFILE

Contact Information

Company Name : Nithya silk cotton Spinning mills pvt ltd

Addres : SF NO:115,Sakthi Nagar(South) P.N.Road, Pooluvapatti(post)


Tirupur-641602 Tamilnadu, india
Contact Person: Mr. SIVA KUMAR (PROPRIETOR)
1. 2002 year : Spinning mills
2. Founder : S. Siva Kumar
3. CEO : S. Shakthi Subramanian

Company Profile

Nithya Silk Cotton Spinning mill is one of the leading spinning mills firms in Nithya
silk cotton. It gained popularity at a phenomenal rate, since 1985, the year of its inception. The
outstanding features are the innumerable novel designs and timely delivery. Nithya silk cotton
spinning mills is involved in delivering 100% cotton fabric to well known garment
manufacturers across the world, spanning many European countries and United States of
America.

Products are out-and-out 100% cotton, zero finished fabric with Procaine & Azo free pigment
printing which will take care of your delicate skin. For the first time we are introducing eco-
friendly packing for our high quality products.

We are manufacturer & traders of 100% cotton handkerchiefs. We have some interesting
brands in a variety of colors and designs to cater needs of our customers. Our products are highly
appreciated amongst our customers for the eco-friendly raw materials and printing that imparts a
refreshing feel for our customers.

INDUSTRY PROFILE

INTRODUCTION TO THE COTTON


 Nithya Silk Cotton Development Mills Organization monitors the production, processing,
and marketing of cotton in Uganda. The organization promotes the distribution of high
quality cotton seed and generally facilitates the development of the cotton industry.

 Act of Parliament, it has the responsibility to monitor the production, processing, and
marketing of cotton so as to enhance the quality of lint exported and locally sold, to promote
the distribution of high quality cotton seed and generally to facilitate the development of the
cotton industry.

 Cotton is Uganda’s third largest export crop after coffee and tea. It is the main source of
income for some 250,000 households, who cultivate cotton under rain-fed conditions and
with minimal use of inputs, such as fertilizers and chemicals. Since the climate and the soil
are very suitable for cotton cultivation, it is a very popular commodity among smallholders
with an average farm size of 0.5 hectares.
 Cotton has been growing from many decades ago. It’s more important crop and it has its own
important. Cotton seed is removing from raw cotton after ginning process. Cotton seed has
its own kingdom in globe for usefulness for various purposes. Cotton seed is occupied
around 65% in raw cotton so it is widely available in much cotton growing country.

 It manufactures Cotton yarn, Polyester and Blended yarn with well and updated machines.
Most of the yarn goes for export and includes USA, Europe and Asia countries.

 Two manufacturing units have latest machinery in every section. It has been maintaining a
Quality control lab to check the quality of sliver and yarn produced at different levels.

 The Company enjoys a high promoter’s holding of 64.22% and is listed on the Bombay and
National Stock Exchanges with a market capitalisation of INR 87.13 Cr as on March 31
2013.

Industry profile

The study of the history of Silk cotton Spinning mills traces the availability and use of
Silk cotton and other materials and the development of technology for the making
of clothing over human history. The wearing of clothing is exclusively a human characteristic
and is a feature of most human societies

Clothing and spinning mills have been important in human history and reflects the
materials available to a civilization as well as the technologies that had been mastered. The social
significance of the finished product reflects spinning mills can be felt or spun fibers made
into yarn and subsequently netted, looped, knit or woven to make fabrics, which appeared in the
Middle East during the late stone age. From the ancient times to the present day, methods of silk
cotton production have continually evolved, and the choices of mills available have influenced
how people carried their possessions, clothed themselves, and decorated their surroundings.

Sources available for the study of clothing and mills include material remains discovered
via archaeology; representation of mills and their manufacture in art; and documents concerning
the manufacture, acquisition, use, and trade of fabrics, tools, and finished garments. Scholarship
of Spinning mills history, especially its earlier stages, is part of material culture studies.

Prehistoric development

The development of Spinning mills and clothing manufacture in prehistory has been the
subject of a number of scholarly studies since the late 20th century. These sources have helped to
provide a coherent history of these prehistoric developments. Evidence suggests that humans
may have begun wearing clothing as far back as 100,000 to 500,000 years ago.

Early adoption of fibrous apparel

Genetic analysis suggests that the human body louse, which lives in clothing, may only have
diverged from the head louse some 107 millennia ago, which supports evidence that humans
began wearing clothing at around this time. These estimates predate the first known human
exodus from Africa, although other hominid species who may have worn clothes - and shared
these louse infestations - appear to have migrated earlier.

Initial manufacture of Silk Cotton

Possible sewing needles have been dated to around 40,000 years ago. The earliest definite
examples of needles originate from the Solutrean culture, which existed in France from 19,000
BC to 15,000 BC. The earliest dyed flax fibers have been found in a prehistoric cave in
the Republic of Georgia and date back to 36,000 BP.

Ancient Spinning mills and silk cotton

The first actual Spinning mills, as opposed to skins sewn together, was probably felt.
Surviving examples of Nålebinding, another early Spinning mills method, date from 6500 BC.
Our knowledge of ancient mills and silk cotton has expanded in the recent past thanks to modern
technological developments.https://en.wikipedia.org/wiki/History_of_clothing_and_textiles -
cite_note-12 Our knowledge of cultures varies greatly with the climatic conditions to which
archeological deposits are exposed; the Middle East and the arid fringes of China have provided
many very early samples in good condition, but the early development of mills in the Indian
subcontinent, sub-Saharan Africa and other moist parts of the world remains unclear.

Renaissance and early modern period

Bold floral patterned silks, 15th century.


Main article: 1400–1500 in fashion

Wool remained the most popular fabric for all classes, followed by linen and hemp. Wool
fabrics were available in a wide range of qualities, from rough undyed cloth to fine, dense
broadcloth with a velvety nap; high-value broadcloth was a backbone of the English economy
and was exported throughout Europe. Wool fabrics were dyed in rich colours, notably reds,
greens, golds, and blues.

Industrial revolution

During the industrial revolution, fabric production was mechanised with machines powered
by waterwheels and steam-engines. Production shifted from small cottage based production to
mass production based on assembly line organization. Silk cotton production, on the other hand,
continued to be made by hand.

Sewing machines emerged in the 19th century streamlining Silk cotton production.

In the early 20th century, workers in the silk cotton spinning mills industries became
unionised. Later in the 20th century, the industry had expanded to such a degree that such
educational institutions as UC Davis established a Division of Silk cotton Spinning mills. The
University of Nebraska-Lincoln also created a Department of spinning mills and Design that
offers a Masters of Arts in Spining mills History, and Iowa State University established a
Department of Spinning mills that features a History of costume collection, 1865–1948. Even
high school libraries have collections on the history of Spinning mills.

Silk cotton mills were not only made in factories. Before this, they were made in local and
national markets. Dramatic change in transportation throughout the nation is one source that
encouraged the use of factories. New advances such as steamboats, canals, and railroads lowered
shipping costs which caused people to buy cheap goods that were produced in other places
instead of more expensive goods that were produced locally. Between 1810 and 1840, the
development of a national market prompted manufacturing which tripled the output’s worth.
This increase in production created a change in industrial methods, such as the use of factories
instead of hand made woven materials that families usually made.

The vast majority of the people who worked in the factories were women. Women went to
work in textile factories for a number of reasons. Some women left home to live on their own
because of crowding at home; or to save for future marriage portions.

The work enabled them to see more of the world, to earn something in anticipation of
marriage, and to ease the crowding within the home. They also did it to make money for family
back home. The money they sent home was to help out with the trouble some of the farmers
were having. They also worked in the millhouses because they could gain a sense of
independence and growth as a personal goal.

19th century developments

With the Cartwright Loom, the Spinning Mule and the Boulton & Watt steam engine, the
pieces were in place to build a mechanised woven fabric Silk Cotton industry. From this point
there were no new inventions, but a continuous improvement in technology as the mill-owner
strove to reduce cost and improve quality. Developments in the transport infrastructure; that is
the canals and after 1831 the railways facilitated the import of raw materials and export of
finished cloth.

Secondly, in 1830, using an 1822 patent, Richard Roberts manufactured the first loom with
a cast iron frame, the Roberts Loom.[8] In 1842 James Bullough and William Kenworthy, made
the Lancashire Loom. It is a semiautomatic power loom. Although it is self-acting, it has to be
stopped to recharge empty shuttles. It was the mainstay of the Lancashire cotton industry for a
century, when the [ Originally, power looms were shuttle-operated but in the early part of the
20th century the faster and more efficient shuttleless loom came into use. Today, advances in
technology have produced a variety of looms designed to maximize production for specific types
of material. The most common of these are air-jet looms and water-jet looms. Industrial looms
can weave at speeds of six rows per second and faster.

Thirdly, also in 1830, Richard Roberts patented the first self-acting mule. Stalybridge mule
spinners strike was in 1824, this stimulated research into the problem of applying power to the
winding stroke of the mule. The draw while spinning had been assisted by power, but the push of
the wind had been done manually by the spinner, the mule could be operated by semiskilled
labor. Before 1830, the spinner would operate a partially powered mule with a maximum of 400
spindles after, self-acting mules with up to 1300 spindles could be built.
Silk Cotton production in England peaked in 1926, and as mills were decommissioned, many of
the scrapped mules and looms were bought up and reinstated in India.

20th century

Major changes came to the Spinning mills industry during the 20th century, with continuing
technological innovations in machinery, synthetic fibre, logistics, and globalization of the
business. The business model that had dominated the industry for centuries was to change
radically. Cotton and Silk.

1. Clothing factory in Montreal, Quebec in 1941


2. Nylon stocking inspection in Malmö, Sweden 1954.
3. Modern ring spinning frame.

The late 1980s, the apparel segment was no longer the largest market for Silk products, with
industrial and home furnishings together representing a larger proportion of the Silk
market. Industry integration and global manufacturing led to many small firms closing for good
during the 1970s and 1980s in the United States; during those decades, 95 percent of the looms
in North Carolina, South Carolina and Georgia shut down, and Alabama and Virginia also saw
many factories close.

Producers were not the only source for Silks, as chemical companies created new synthetic
Fiber that had superior qualities for many uses, such as rayon, invented in 1910, and DuPont's
nylon, invented in 1935 as in inexpensive silk substitute, and used for products ranging from
women's stockings to tooth brushes and military parachutes.

Industry integration and global manufacturing led to many small firms closing for good
during the 1970s and 1980s in the United States; during those decades, 95 percent of the looms
in North Carolina, South Carolina and Georgia shut down, and Alabama and Virginia also saw
many factories close.

21st century

In 2002, spinning mills and apparel manufacturing accounted for $400 billion in global
exports, representing 6% of world trade and 8% of world trade in manufactured goods. In the
early years of the 21st century, the largest importing and exporting countries were developed
countries, including the European Union, the United States, Canada and Japan. The countries
with the largest share of their exports being textiles and apparel were as follows (2002):

SPINNING MILLS OVERVIEW

Spinning mills classes can complement many areas of study, including fashion design,
merchandising and apparel technology. Read on to discover some typical coursework for
students who want to learn more about textiles.

Apparel Production

This course focuses on current trends in apparel construction. Students learn how companies
size Silk cotton and set standards for fabric quality. Additional clothing accessories, such as lace,
buttons, zippers and pockets are discussed, with emphasis placed on current trends. Students
learn how these additional items and quality influence price.

Nonwoven Fabrics

In this course, students learn the advantages and disadvantages of producing fabrics from
natural fibers. Students and professors discuss why some Spinning mills are produced in this
fashion and how they can be used. They also discuss the economic rationale behind the use of
nonwoven fabrics. In the lab portion of the course, students have the opportunity to work with
the same tools used in the production of nonwoven mills.

Survey of Fashion Spinning Mills

Students in this course examine the fabrics and materials used in clothing. They study trends in
the industry, as well as the popular colors and fabrics used in the past. Students also explore
fabric patterns, including animal prints, dyes and polka dots. Current use of popular fabrics is
also covered.

The Fashion Consumer


This Spinning mills course examines what consumers look for when buying clothing and
fabrics. By observing popular trends in advertising, on television and in stores, students learn
what's selling and why. They also learn how the media influences fashion. Through an
examination of fashion theories and research, students stay on top of developing trends and learn
how to predict future trends.

Color Science

In this hands-on Spining mills course, students dye fabrics and find out which ones hold color,
which ones don't, and how to achieve desired colors. They also prepare fabrics for production
and experiment with patterns, colors and prints on multiple fabrics

RESEARCH METHODOLOGY

The survey technique is intended to secure one or more items of information from a sample of
respondents who are representatives of a larger group. The information is recorded on a form
known as questionnaire. As data are gathered by asking questions from persons who are believed
to have desired information, the method is known as questionnaire technique.

REASONS FOR WIDE USE OF THIS METHOD:

 It can secure both quantitative and qualitative information directly from the respondents.
 It is the only method of directly measuring attitudes and motivations.
 It is quite flexible in terms of the types of data to be assembled, the method of collection
or the timing of research.

Meaning of Research

According to D. Slessinger and M. Stephenson in the Encyclopaedia of social sciences define


research as ³the manipulation of things, concepts or symbols for the purpose of generalizing to
extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in
the practice of apart´

CHAPTER IV

RESEARCH METHDOLOGY

RESEARCH METHODOLOGY

The survey technique is intended to secure one or more items of information from a sample of
respondents who are representatives of a larger group. The information is recorded on a form
known as questionnaire. As data are gathered by asking questions from persons who are believed
to have desired information, the method is known as questionnaire technique.
REASONS FOR WIDE USE OF THIS METHOD:

 It can secure both quantitative and qualitative information directly from the respondents.
 It is the only method of directly measuring attitudes and motivations.
 It is quite flexible in terms of the types of data to be assembled, the method of collection
or the timing of research.

Meaning of Research

According to D. Slessinger and M. Stephenson in the Encyclopaedia of social sciences define


research as ³the manipulation of things, concepts or symbols for the purpose of generalizing to
extend, correct or verify knowledge, whether that knowledge aids in construction of theory or in
the practice of anart´.

TYPES OF RESEARCH

1. Exploratory Research,

2. Descriptive Research

Descriptive Research:

Diagnostic Research studies determine the frequency with something occurs or its association
with something else. IN this project, information pertaining to customer needs satisfaction and
their demographic profile was collected; hence it is a descriptive research.

Exploratory Research:

Exploratory research studies are also termed as formulate research studies. The main purpose of
such studies in that of formulating a problem for more precise investigation or of developing the
working hypothesis forms an operational point of view.

1) Primary data:

Meaning: Primary sources of data are the data which needs the personal efforts of collect it and
which are not readily available. Primary source of data are the other type of source through
which the data was collected.

Following are few ways in the data was collected:

1. Questionnaires:
It is the set of questions on a sheet of paper was being given to the of fill it, bases on which the
data was interpreted.

2. Direct interviewing:

Direct interviewing involved the process where I asked the questions directly to the
customers and I got the feedback.

2) Secondary data:

Secondary sources are the other important sources through which the data was collected. These
are the readily available sources of the data where one had need not put much effort to collected,
because it is already been collected and part in an elderly manner by some researcher, experts
and special.

The secondary sources helpful for the study were

 Text books like marketing management research methodology Advertisement and sales
promotion etc.
 Internet was made use for the collection of the data.
 Newspapers were also referred.
 Business magazines were referred.
2) Sample size:

By using judgment random sampling technique 100 respondents reselected for the purpose of the
study.

4) Period of study:

The study is undertaken in the duration of 34 days.

5) Research approach:

The survey method was adopted for collected the primary data. Survey research is systematic
gathering of data from respondent through questionnaire.

6)Research instrument:

The data for this research study was collected by survey technique using interview method
guided by questionnaire.

7) Collection of Data:
Questionnaire and personal interviews are the methods that I have used for collecting the data.

CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

TABLE 4.1

AGE OF THE RESPONDENT

Age
Frequenc Percent Valid Cumulative
y Percent Percent
Below 25 28 22.2 22.4 22.4
25-30 years 29 23.0 23.2 45.6
31-35 years 22 17.5 17.6 63.2
Valid 36-40 years 27 21.4 21.6 84.8
Above 45 19 15.1 15.2 100.0
years
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION

The above table that can be interpreted that the age of the respondent are 22% of the respondent
is below 25, 23 % of the respondent is 25-30 years, 18 % of the respondent is 31-35 years, 22%
of the respondent is 36-40 years and 15 % of the respondent is above 45 years.
,
CHART 4.1

AGE OF THE RESPONDENT

TABLE 4.2
DISTRIBUTION OF RESPONDENTS BY GENDER

gender
Frequenc Percent Valid Cumulative
y Percent Percent
Male 70 55.6 56.0 56.0
Valid Female 55 43.7 44.0 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0
INTERPRETATION

The above table that can be interpreted that the gender of the respondent are 56 % of the
respondent is male and 44% of the respondent are female.

CHART 4.2
DISTRIBUTION OF RESPONDENTS BY GENDER
TABLE 4.3

HOW LONG YOU AWARE ABOUT NITHYA SILKS

aware
Frequenc Percent Valid Cumulative
y Percent Percent
Less than 5 years 43 34.1 34.4 34.4
5years – 10 years 50 39.7 40.0 74.4
Valid More than 10 32 25.4 25.6 100.0
years
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION

The above table that can be interpreted that the how long aware about nithya silks of the
respondent are 34% of the respondent is less than 5 years , 40 % of the respondent is 5years – 10
years , 27 % of the respondent is More than 10 years.
CHART 4.3

HOW LONG YOU AWARE ABOUT NITHYA SILKS


TABLE 4.4

HOW DID YOU COME TO KNOW ABOUT NITHYA SILKS

come
Frequenc Percent Valid Cumulative
y Percent Percent
Advertisement 28 22.2 22.4 22.4
Colleagues references 41 32.5 32.8 55.2
Friends/relatives 16 12.7 12.8 68.0
Valid references
Websites 25 19.8 20.0 88.0
Any other specify 15 11.9 12.0 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION

The above table that can be interpreted that the how come to know about Nithya Silks of the
respondent are 22% of the respondent are says that Advertisement , 33 % of the respondent are
says that Colleagues references , , 13 % of the respondent are says that Friends/relatives . 20%
of the respondent are says that websites , 12% of the respondent are says that any others
specify.
CHART 4.4

HOW DID YOU COME TO KNOW ABOUT NITHYA SILKS

TABLE 4.5

HOW FREQUENTLY DO YOU VISIT NITHYA

frequently
Frequenc Percent Valid Cumulative
y Percent Percent
Once in a week 36 28.6 28.8 28.8
Valid
Twice in a week 42 33.3 33.6 62.4
Once in every 15 20 15.9 16.0 78.4
days
Once in a month 27 21.4 21.6 100.0
Total 125 99.2 100.0
Missin 1 .8
System
g
Total 126 100.0

INTERPRETATION

The above table that can be interpreted that the opinion about frequently do you visit Nithya
Silks of the respondent are 29 % of the respondent are says that Once in a week , 34 % of the
respondent are says that Twice in a week , , 16 % of the respondent are says that
Friends/relatives . 22% of the respondent are says that Once in every 15 days , 12% of the
respondent are says that Once in a month .

CHART 4.5

HOW FREQUENTLY DO YOU VISIT NITHYA


TABLE 4.6
WHAT IS THE MAIN PURPOSE OF PURCHASE?

purpose
Frequenc Percent Valid Cumulative
y Percent Percent
Personal Usage 32 25.4 25.6 25.6
consumption 42 33.3 33.6 59.2
Valid To Gift 22 17.5 17.6 76.8
Any other 29 23.0 23.2 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION

The above table that can be interpreted that the main purpose of purchase of the respondent are
26 % of the respondent are says that Personal Usage , 34 % of the respondent are says that
consumption , 18 % of the respondent are says that To Gift , 23 % of the respondent are says
that Any other..

CHART 4.6
WHAT IS THE MAIN PURPOSE OF PURCHASE?
TABLE 4.7

YOU PREFER TO GO IN NITHYA SILKS WITH

prefer
Frequenc Percent Valid Cumulative
y Percent Percent
Family 33 26.2 26.4 26.4
members
Spouse 44 34.9 35.2 61.6
Valid
Friends 21 16.7 16.8 78.4
Others 27 21.4 21.6 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0
INTERPRETATION

The above table that can be interpreted that the You prefer to go in Nithya Silks with of the
respondent are 26 % of the respondent are says that Family members , 35 % of the respondent
are says that spouse , 17 % of the respondent are says that friends , 22 % of the respondent
are says that Any other..

CHART 4.7

YOU PREFER TO GO IN NITHYA SILKS WITH

TABLE 4.8

WHAT IS THE REASON BEHIND PURCHASING IN NITHYA SILKS

reason
Frequenc Percent Valid Cumulative
y Percent Percent
Good satisfaction over 28 22.2 22.4 22.4
products
Reasonable prices 40 31.7 32.0 54.4
Valid More offers 16 12.7 12.8 67.2
Product Quality 23 18.3 18.4 85.6
Any others 18 14.3 14.4 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION

The above table that can be interpreted that the reason behind purchasing with of the respondent
are 22 % of the respondent are says that Good satisfaction over products , 32 % of the
respondent are says that Reasonable prices , 13 % of the respondent are says that More
offers , 18 % of the respondent are says that Product Quality, 15 % of the respondent are says
that any other .

CHART 4.8

WHAT IS THE REASON BEHIND PURCHASING IN NITHYA SILKS


TABLE 4.9

HOW DO YOU RATE THE PRICING OF PRODUCTS AT BIG BAZAAR?

pricing
Frequenc Percent Valid Cumulative
y Percent Percent
Expensive 29 23.0 23.2 23.2
Competitiv 47 37.3 37.6 60.8
e
Valid
Affordable 23 18.3 18.4 79.2
Reasonable 26 20.6 20.8 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0
INTERPRETATION
The above table that can be interpreted that the opinion the pricing of products at Big Bazaar of
the respondent are 23% of the respondents are says Expensive t , 38% of the respondents are
says that Competitive , 18% of the respondents are says that Affordable , 21 % of the
respondents are says that Reasonable.

CHART 4.9

HOW DO YOU RATE THE PRICING OF PRODUCTS AT BIG BAZAAR?

TABLE 4.10

WHY DO YOU PREFER TO SHOP IN NITHYA SILKS

shop
Frequenc Percent Valid Cumulative
y Percent Percent
Availability of 28 22.2 22.4 22.4
adequate stock
Convenience of 41 32.5 32.8 55.2
location and timing
Valid
Offers and discounts 19 15.1 15.2 70.4
Variety of products 23 18.3 18.4 88.8
Quality of products 14 11.1 11.2 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION
The above table that can be interpreted that the opinion prefer to shop in Nithya Silks of the
respondent are 22% of the respondents are says Availability of adequate stock , 33% of the
respondents are says that Convenience of location and timing , 15% of the respondents are says
that Offers and discounts , 18 % of the respondents are says that Variety of products, 11 % of
the respondents are says that Quality of products.

CHART 4.10

WHY DO YOU PREFER TO SHOP IN NITHYA SILKS


TABLE 4.11

WHAT MORE FACILITY WOULD YOU LIKE TO GET AT NITHYA SILKS

facility
Frequenc Percent Valid Cumulative
y Percent Percent
Membership Card 28 22.2 22.4 22.4
Discount Card 39 31.0 31.2 53.6
Free packing 13 10.3 10.4 64.0
Valid Offers
Cash Back 23 18.3 18.4 82.4
Lucky draw Offer 22 17.5 17.6 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION
The above table that can be interpreted that the opinion about facility would you like to get at
Nithya Silks of the respondent are 22% of the respondents are says Membership Card , 32 % of
the respondents are says that Discount Card , 10 % of the respondents are says that Free packing
offers , 18 % of the respondents are says that Cash Back and 18 % of the respondents are says
that Lucky draw Offer.

CHART 4.11

WHAT MORE FACILITY WOULD YOU LIKE TO GET AT NITHYA SILKS

TABLE 4.12

HOW OFTEN DO YOU ASK FOR ASSISTANCE FROM STORE STAFF IN


SELECTING YOUR PURCHASE
Assistance
Frequenc Percent Valid Cumulative
y Percent Percent
Almost 28 22.2 22.4 22.4
Always
Often 41 32.5 32.8 55.2
Valid Sometimes 12 9.5 9.6 64.8
Seldom 25 19.8 20.0 84.8
Never 19 15.1 15.2 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION
The above table that can be interpreted that the opinion from store staff in selecting your
Purchase of the respondent are 22% of the respondents are says Almost always , 33% of the
respondents are says that Often , 10 % of the respondents are says that Sometimes , 20% of
the respondents are says that seldom 15 % of the respondents are says that never.

CHART 4.12
HOW OFTEN DO YOU ASK FOR ASSISTANCE FROM STORE STAFF IN
SELECTING YOUR PURCHASE

TABLE 4.13

HOW IS YOUR OVERALL EXPERIENCE IN NITHYA SILKS


Frequenc Percent Valid Cumulative
y Percent Percent
Excellent 29 23.0 23.2 23.2
Above 39 31.0 31.2 54.4
Average
Average 14 11.1 11.2 65.6
Valid
Below 25 19.8 20.0 85.6
Average
Very Poor 18 14.3 14.4 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION
The above table that can be interpreted that the opinion important role in decision making of
buying behavior of the respondent are 23% of the respondents are says excellent , 34% of the
respondents are says that above average , 10 % of the respondents are says that Average , 20%
of the respondents are says that below average 16 % of the respondents are says that very poor.
CHART 4.13

HOW IS YOUR OVERALL EXPERIENCE IN NITHYA SILKS

TABLE 4.14

WOULD YOU VISIT NITHYA SILKS AGAIN


Frequenc Percent Valid Cumulative
y Percent Percent
Almost 26 20.6 20.8 20.8
always
Often 42 33.3 33.6 54.4
Valid Sometimes 12 9.5 9.6 64.0
Seldom 25 19.8 20.0 84.0
Never 20 15.9 16.0 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION
The above table that can be interpreted that the opinion important role in decision making of
buying behavior of the respondent are 22% of the respondents are says Almost always , 34% of
the respondents are says that Often , 10 % of the respondents are says that Sometimes , 20%
of the respondents are says that seldom 16 % of the respondents are says that never.

CHART 4.14
WOULD YOU VISIT NITHYA SILKS AGAIN

TABLE 4.15
DISCOUNTS AND OFFERS PLAY AN IMPORTANT ROLE IN DECISION MAKING
OF BUYING BEHAVIOR

Frequenc Percent Valid Cumulative


y Percent Percent
Strongly Agree 26 20.6 20.8 20.8
Agree 42 33.3 33.6 54.4
Neutral 14 11.1 11.2 65.6
Valid Disagree 23 18.3 18.4 84.0
Strongly 20 15.9 16.0 100.0
Disagree
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION
The above table that can be interpreted that the important role in decision making of buying
behavior of the respondent are 21% of the respondents are says that strongly agree , 34% of the
respondents are says that agree , 11 % of the respondents are says that neutral , 19% of the
respondents are says that disagree , 16 % of the respondents are says that strongly disagree.

CHART 4.15
DISCOUNTS AND OFFERS PLAY AN IMPORTANT ROLE IN DECISION MAKING
OF BUYING BEHAVIOR

TABLE 4.16
DO YOU SUGGEST ANY ONE TO SHOP AT NITHYA SILKS

suggest
Frequenc Percent Valid Cumulative
y Percent Percent
Yes 65 51.6 52.0 52.0
Valid No 60 47.6 48.0 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION

The above table that can be interpreted that the suggest any one to shop at Nithya Silks
of the respondent are 25 % of the respondents are says that yes and25 % of the respondents are
says that no.

CHRAT 4.16
DO YOU SUGGEST ANY ONE TO SHOP AT NITHYA SILKS

TABLE 4.17
HOW, DO YOU SUGGEST TO TEXTILE MANAGEMENT TO MAKING PRESENT
NITHYA SILKS TO MORE ATTRACTIVE

Frequenc Percent Valid Cumulative


y Percent Percent
To maintain quality 27 21.4 21.6 21.6
products
Reasonable prices 39 31.0 31.2 52.8
Valid Giving more offers 14 11.1 11.2 64.0
Giving more discounts 25 19.8 20.0 84.0
Convenience 20 15.9 16.0 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION

The above table that can be interpreted that the Textile management to making present Nithya
Silks to more attractive of the respondent are 21% of the respondents are says that To maintain
quality products, 31% of the respondents are says that Reasonable prices, 11 % of the
respondents are says that Giving more offers , 20% of the respondents are says that Giving
more discounts , 16 % of the respondents are says that Convenience..

CHART 4.17
HOW, DO YOU SUGGEST TO TEXTILE MANAGEMENT TO MAKING PRESENT
NITHYA SILKS TO MORE ATTRACTIVE
TABLE 4.18

WHICH ONE IS BEST IN CUSTOMER SERVICE AT NITHYA SILKS

Frequenc Percent Valid Cumulative


y Percent Percent
Speed of service 31 24.6 24.8 24.8
Ease of parking 40 31.7 32.0 56.8
Helpfulness of 27 21.4 21.6 78.4
Valid
Staff
4.00 27 21.4 21.6 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:
The above table that can be interpreted that the customer service at Nithya Silks of the
respondent are 25 % of the respondents are says that Speed of service , 32 % of the respondents
are says that customer service is Ease of parking ,22% of the respondents are says that
Helpfulness of , 22 % of the respondents are says that staff.

CHART 4.18
WHICH ONE IS BEST IN CUSTOMER SERVICE AT NITHYA SILKS

TABLE 4.19

SATISFACTION LEVEL

Frequenc Percent Valid Cumulative


y Percent Percent
Highly satisfied 34 27.0 27.2 27.2
Satisfied 36 28.6 28.8 56.0
Neither satisfied nor 13 10.3 10.4 66.4
Valid
dissatisfied
Dissatisfied 23 18.3 18.4 84.8
Highly Dissatisfied 19 15.1 15.2 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:
The above table that can be interpreted that the opinion about satisfaction level of the
respondent are 27% of the respondents are says that Highly satisfied , 29 % of the respondents
are says that Highly satisfied ,10% of the respondents are says that neither satisfied nor
dissatisfied , 19% of the respondents are says that dissatisfied and 15 % of the respondents are
says that the Highly dissatisfied.
CHART 4.19

SATISFACTION LEVEL

TABLE 4.20
LOCATION

Frequenc Percent Valid Cumulative


y Percent Percent
Highly satisfied 29 23.0 23.2 23.2
Satisfied 38 30.2 30.4 53.6
Neither satisfied nor 18 14.3 14.4 68.0
Valid dissatisfied
Dissatisfied 22 17.5 17.6 85.6
Highly Dissatisfied 18 14.3 14.4 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:
The above table that can be interpreted that the opinion about location of the respondent are
23% of the respondents are says that Highly satisfied , 31 % of the respondents are says that
Highly satisfied ,15% of the respondents are says that neither satisfied nor dissatisfied , 18 %
of the respondents are says that dissatisfied and 14 % of the respondents are says that the
Highly dissatisfied.
CHART 4.20

LOCATION
TABLE 4.21

OPERATING TIME

Operating time
Frequenc Percent Valid Cumulative
y Percent Percent
Highly satisfied 29 23.0 23.2 23.2
Satisfied 39 31.0 31.2 54.4
Neither satisfied nor 13 10.3 10.4 64.8
Valid dissatisfied
Dissatisfied 26 20.6 20.8 85.6
Highly Dissatisfied 18 14.3 14.4 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:
The above table that can be interpreted that the opinion about operating time of the respondent
are 23% of the respondents are says that Highly satisfied , 31 % of the respondents are says that
Highly satisfied ,10% of the respondents are says that neither satisfied nor dissatisfied , 21 %
of the respondents are says that dissatisfied and 15% of the respondents are says that the Highly
dissatisfied.
CHART 4.21

OPERATING TIME

TABLE 4.22

PARKING FACILITY

Frequenc Percent Valid Cumulative


y Percent Percent
Highly satisfied 29 23.0 23.2 23.2
Satisfied 42 33.3 33.6 56.8
Neither satisfied nor 17 13.5 13.6 70.4
Valid dissatisfied
Dissatisfied 20 15.9 16.0 86.4
Highly Dissatisfied 17 13.5 13.6 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:
The above table that can be interpreted that the opinion about Parking facility of the respondent
are 23% of the respondents are says that Highly satisfied , 34 % of the respondents are says that
Highly satisfied ,14% of the respondents are says that neither satisfied nor dissatisfied , 16 %
of the respondents are says that dissatisfied and 14 % of the respondents are says that the
Highly dissatisfied.

CHART 4.22

PARKING FACILITY
TABLE 4.23

CLEANNESS OF STORE

Cleanness
Frequenc Percent Valid Cumulative
y Percent Percent
Highly satisfied 30 23.8 24.0 24.0
Satisfied 42 33.3 33.6 57.6
Neither satisfied nor 14 11.1 11.2 68.8
Valid dissatisfied
Dissatisfied 21 16.7 16.8 85.6
Highly Dissatisfied 18 14.3 14.4 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:
The above table that can be interpreted that the opinion about Cleanness of store of the
respondent are 24 % of the respondents are says that Highly satisfied , 34 % of the respondents
are says that Highly satisfied ,11 % of the respondents are says that neither satisfied nor
dissatisfied , 17 % of the respondents are says that dissatisfied and 15 % of the respondents are
says that the Highly dissatisfied.
CHART 4.23

CLEANNESS OF STORE

TABLE 4.24

SPACIOUS SHOP FLOOR

Spacious shop
Frequenc Percent Valid Cumulative
y Percent Percent
Highly satisfied 29 23.0 23.2 23.2
Satisfied 40 31.7 32.0 55.2
Valid Neither satisfied nor 11 8.7 8.8 64.0
dissatisfied
Dissatisfied 27 21.4 21.6 85.6
Highly Dissatisfied 18 14.3 14.4 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:
The above table that can be interpreted that the opinion about Spacious shop floor of the
respondent are 23% of the respondents are says that Highly satisfied , 32 % of the respondents
are says that Highly satisfied ,09 % of the respondents are says that neither satisfied nor
dissatisfied , 22% of the respondents are says that dissatisfied and 15 % of the respondents are
says that the Highly dissatisfied.
CHART 4.24

SPACIOUS SHOP FLOOR

TABLE 4.25
EASY TO LOCATE PRODUCT

locate
Frequenc Percent Valid Cumulative
y Percent Percent
Highly satisfied 27 21.4 21.6 21.6
Satisfied 43 34.1 34.4 56.0
Neither satisfied nor 15 11.9 12.0 68.0
Valid dissatisfied
Dissatisfied 21 16.7 16.8 84.8
Highly Dissatisfied 19 15.1 15.2 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:

The above table that can be interpreted that the opinion about locate product of the respondent
are 22 % of the respondents are says that Highly satisfied , 35 % of the respondents are says that
Highly satisfied ,12 % of the respondents are says that neither satisfied nor dissatisfied , 17%
of the respondents are says that dissatisfied and 15 % of the respondents are says that the
Highly dissatisfied.
CHART 4.25

EASY TO LOCATE PRODUCT

TABLE 4.26

QUALITY PRODUCT

Quality
Frequenc Percent Valid Cumulative
y Percent Percent
Highly satisfied 26 20.6 20.8 20.8
Satisfied 40 31.7 32.0 52.8
Neither satisfied nor 16 12.7 12.8 65.6
Valid
dissatisfied
Dissatisfied 25 19.8 20.0 85.6
Highly Dissatisfied 18 14.3 14.4 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:
The above table that can be interpreted that the opinion about quality product of the respondent
are 21 % of the respondents are says that Highly satisfied , 32 % of the respondents are says that
Highly satisfied ,13 % of the respondents are says that neither satisfied nor dissatisfied , 20%
of the respondents are says that dissatisfied and 14 % of the respondents are says that the
Highly dissatisfied.
CHART 4.26

QUALITY PRODUCT
TABLE 4.27

PROMOTION OFFERS

Promotion
Frequenc Percent Valid Cumulative
y Percent Percent
Highly satisfied 28 22.2 22.4 22.4
Satisfied 41 32.5 32.8 55.2
Neither satisfied nor 15 11.9 12.0 67.2
Valid dissatisfied
Dissatisfied 25 19.8 20.0 87.2
Highly Dissatisfied 16 12.7 12.8 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:
The above table that can be interpreted that the opinion about Promotion offers of the
respondent are 23 % of the respondents are says that Highly satisfied , 33 % of the respondents
are says that Highly satisfied ,12 % of the respondents are says that neither satisfied nor
satisfied , 20% of the respondents are says that dissatisfied and 13 % of the respondents are says
that the Highly dissatisfied.
CHART 4.27

PROMOTION OFFERS

TABLE 4.28

PRICE FOR THE PRODUCT

Price
Frequenc Percent Valid Cumulative
y Percent Percent
Highly satisfied 28 22.2 22.4 22.4
Satisfied 40 31.7 32.0 54.4
Valid
Neither satisfied nor 18 14.3 14.4 68.8
dissatisfied
Dissatisfied 23 18.3 18.4 87.2
Highly Dissatisfied 16 12.7 12.8 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:
The above table that can be interpreted that the opinion about Price for the product of the
respondent are 22 % of the respondents are says that Highly satisfied , 32 % of the respondents
are says that Highly satisfied ,14 % of the respondents are says that neither satisfied nor
satisfied , 18 % of the respondents are says that dissatisfied and 13 % of the respondents are
says that the Highly dissatisfied.
CHART 4.28

PRICE FOR THE PRODUCT


TABLE 4.29

STAFF HELPFULNESS

Frequenc Percent Valid Cumulative


y Percent Percent
Highly satisfied 26 20.6 20.8 20.8
Satisfied 46 36.5 36.8 57.6
Neither satisfied nor 13 10.3 10.4 68.0
Valid dissatisfied
Dissatisfied 23 18.3 18.4 86.4
Highly Dissatisfied 17 13.5 13.6 100.0
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:
The above table that can be interpreted that the opinion about Staff helpfulness of the respondent
are 21 % of the respondents are says that Highly satisfied , 37 % of the respondents are says that
Highly satisfied ,11% of the respondents are says that neither satisfied nor satisfied , 19 % of
the respondents are says that dissatisfied and 14 % of the respondents are says that the Highly
dissatisfied.
CHART 4.29

STAFF HELPFULNESS

TABLE 4.30

FACTORS

Factors
Frequenc Percent Valid Cumulative
y Percent Percent
Price 24 19.0 19.2 19.2
Quality 40 31.7 32.0 51.2
Valid
Customer 17 13.5 13.6 64.8
service
Interior 22 17.5 17.6 82.4
Parking 22 17.5 17.6 100.0
facilities
Total 125 99.2 100.0
Missing System 1 .8
Total 126 100.0

INTERPRETATION:
The above table that can be interpreted that the factor about the respondent are 19% of the
respondents are says that price , 32 % of the respondents are says that quality ,14 % of the
respondents are says that Customer service , 18 % of the respondents are says that Interior 18 %
of the respondents are says that the Parking facilities.

,
CHART 4.30

FACTORS
CHAPTER V
FINDING, SUGGESTION AND CONCLUSION

FINDING:
 The above table 4.1 find that the age of the respondent are 22% of the respondent is
below 25, 23 % of the respondent is 25-30 years, 18 % of the respondent is 31-35 years,
22% of the respondent is 36-40 years and 15 % of the respondent is above 45 years.
 The above table 4.2 find that the gender of the respondent are 56 % of the respondent is
male and 44% of the respondent are female.
 The above table find4.3 that the how long aware about nithya silks of the respondent are
34% of the respondent is less than 5 years , 40 % of the respondent is 5years – 10 years ,
27 % of the respondent is More than 10 years.
 The above table 4.4 find that the how come to know about Nithya Silks of the respondent
are 22% of the respondent are says that Advertisement , 33 % of the respondent are
says that Colleagues references , , 13 % of the respondent are says that Friends/relatives
. 20% of the respondent are says that websites , 12% of the respondent are says that
any others specify
 The above table 4.5find that the opinion about frequently do you visit Nithya Silks of the
respondent are 29 % of the respondent are says that Once in a week , 34 % of the
respondent are says that Twice in a week , , 16 % of the respondent are says that
Friends/relatives . 22% of the respondent are says that Once in every 15 days , 12% of
the respondent are says that Once in a month .
 The above table 4.6 find that the main purpose of purchase of the respondent are 26 %
of the respondent are says that Personal Usage , 34 % of the respondent are says that
consumption , 18 % of the respondent are says that To Gift , 23 % of the respondent
are says that Any other..
 The above table 4.7 find that the You prefer to go in Nithya Silks with of the respondent
are 26 % of the respondent are says that Family members , 35 % of the respondent are
says that spouse , 17 % of the respondent are says that friends , 22 % of the
respondent are says that Any other..
 The above table 4.8 find that the reason behind purchasing with of the respondent are
22 % of the respondent are says that Good satisfaction over products , 32 % of the
respondent are says that Reasonable prices , 13 % of the respondent are says that
More offers , 18 % of the respondent are says that Product Quality, 15 % of the
respondent are says that any other .
 The above table 4.9 find that the opinion the pricing of products at Big Bazaar of the
respondent are 23% of the respondents are says Expensive t , 38% of the respondents
are says that Competitive , 18% of the respondents are says that Affordable , 21 % of
the respondents are says that Reasonable
 The above table 4.10 find that the opinion prefer to shop in Nithya Silks of the
respondent are 22% of the respondents are says Availability of adequate stock , 33% of
the respondents are says that Convenience of location and timing , 15% of the
respondents are says that Offers and discounts , 18 % of the respondents are says that
Variety of products, 11 % of the respondents are says that Quality of products.

 The above table 4.11 find that the opinion about facility would you like to get at Nithya
Silks of the respondent are 22% of the respondents are says Membership Card , 32 % of
the respondents are says that Discount Card , 10 % of the respondents are says that Free
packing offers , 18 % of the respondents are says that Cash Back and 18 % of the
respondents are says that Lucky draw Offer
 The above table4.12 find that the opinion from store staff in selecting your Purchase of
the respondent are 22% of the respondents are says Almost always , 33% of the
respondents are says that Often , 10 % of the respondents are says that Sometimes ,
20% of the respondents are says that seldom 15 % of the respondents are says that never
 The above table 4.13 find that the opinion important role in decision making of buying
behavior of the respondent are 23% of the respondents are says excellent , 34% of the
respondents are says that above average , 10 % of the respondents are says that Average
, 20% of the respondents are says that below average 16 % of the respondents are says
that very poor.

 The above table 4.14 find that the opinion important role in decision making of buying
behavior of the respondent are 22% of the respondents are says Almost always , 34% of
the respondents are says that Often , 10 % of the respondents are says that Sometimes
, 20% of the respondents are says that seldom 16 % of the respondents are says that
never.

 The above table 4.15 find that the important role in decision making of buying behavior
of the respondent are 21% of the respondents are says that strongly agree , 34% of the
respondents are says that agree , 11 % of the respondents are says that neutral , 19% of
the respondents are says that disagree , 16 % of the respondents are says that strongly
disagree.
 The above table 4.16 find that the suggest any one to shop at Nithya Silks of the
respondent are 25 % of the respondents are says that yes and25 % of the respondents are
says that no.

 The above table 4.17 findthat the Textile management to making present Nithya Silks to
more attractive of the respondent are 21% of the respondents are says that To maintain
quality products, 31% of the respondents are says that Reasonable prices, 11 % of the
respondents are says that Giving more offers , 20% of the respondents are says that
Giving more discounts , 16 % of the respondents are says that Convenience..
 The above table 4.18 find that the customer service at Nithya Silks of the respondent are
25 % of the respondents are says that Speed of service , 32 % of the respondents are says
that customer service is Ease of parking ,22% of the respondents are says that
Helpfulness of , 22 % of the respondents are says that staff.

 The above table 4.19 findthat the satisfaction level of the respondent are 27% of the
respondents are says that Highly satisfied , 29 % of the respondents are says that Highly
satisfied ,10% of the respondents are says that neither satisfied nor dissatisfied , 19% of
the respondents are says that dissatisfied and 15 % of the respondents are says that the
Highly dissatisfied
 The above table 4.20 find that the location of the respondent are 23% of the respondents
are says that Highly satisfied , 31 % of the respondents are says that Highly satisfied
,15% of the respondents are says that neither satisfied nor dissatisfied , 18 % of the
respondents are says that dissatisfied and 14 % of the respondents are says that the
Highly dissatisfied
 The above table 4.21 find that the operating time of the respondent are 23% of the
respondents are says that Highly satisfied , 31 % of the respondents are says that Highly
satisfied ,10% of the respondents are says that neither satisfied nor dissatisfied , 21 %
of the respondents are says that dissatisfied and 15% of the respondents are says that the
Highly dissatisfied
 The above table 4.22 find that the opinion about Parking facility of the respondent are
23% of the respondents are says that Highly satisfied , 34 % of the respondents are says
that Highly satisfied ,14% of the respondents are says that neither satisfied nor
dissatisfied , 16 % of the respondents are says that dissatisfied and 14 % of the
respondents are says that the Highly dissatisfied.

 The above table4.23 find that the opinion about Cleanness of store of the respondent are
24 % of the respondents are says that Highly satisfied , 34 % of the respondents are says
that Highly satisfied ,11 % of the respondents are says that neither satisfied nor
dissatisfied , 17 % of the respondents are says that dissatisfied and 15 % of the
respondents are says that the Highly dissatisfied
 The above table 4.24 findthat the opinion about Spacious shop floor of the respondent
are 23% of the respondents are says that Highly satisfied , 32 % of the respondents are
says that Highly satisfied ,09 % of the respondents are says that neither satisfied nor
dissatisfied , 22% of the respondents are says that dissatisfied and 15 % of the
respondents are says that the Highly dissatisfied
 The above table 4.25find that the opinion about locate product of the respondent are 22
% of the respondents are says that Highly satisfied , 35 % of the respondents are says
that Highly satisfied ,12 % of the respondents are says that neither satisfied nor
dissatisfied , 17% of the respondents are says that dissatisfied and 15 % of the
respondents are says that the Highly dissatisfied
 The above table4.26 find that the opinion about quality product of the respondent are 21
% of the respondents are says that Highly satisfied , 32 % of the respondents are says
that Highly satisfied ,13 % of the respondents are says that neither satisfied nor
dissatisfied , 20% of the respondents are says that dissatisfied and 14 % of the
respondents are says that the Highly dissatisfied.
 The above table 4.27 findthat the opinion about Promotion offers of the respondent are
23 % of the respondents are says that Highly satisfied , 33 % of the respondents are says
that Highly satisfied ,12 % of the respondents are says that neither satisfied nor satisfied
, 20% of the respondents are says that dissatisfied and 13 % of the respondents are says
that the Highly dissatisfied.
 The above table 4.28find that the opinion about Price for the product of the respondent
are 22 % of the respondents are says that Highly satisfied , 32 % of the respondents are
says that Highly satisfied ,14 % of the respondents are says that neither satisfied nor
satisfied , 18 % of the respondents are says that dissatisfied and 13 % of the respondents
are says that the Highly dissatisfied.
 The above table 4.29 find that the opinion about Staff helpfulness of the respondent are
21 % of the respondents are says that Highly satisfied , 37 % of the respondents are says
that Highly satisfied ,11% of the respondents are says that neither satisfied nor satisfied
, 19 % of the respondents are says that dissatisfied and 14 % of the respondents are says
that the Highly dissatisfied

 The above table 4.30 find that the factor about the respondent are 19% of the
respondents are says that price , 32 % of the respondents are says that quality ,14 % of
the respondents are says that Customer service , 18 % of the respondents are says that
Interior 18 % of the respondents are says that the Parking facilities.

SUGGESTION

 The cotton industry recently introduced by nithya silks cotton spinning mills ltd are
mostly concerned about home base. So, they should also consider commercial people
while manufacturing.
 Indian market is a price sensitive market’s the nithya silks cotton should be at Minimum
price with
 maximum quality.
 The standard of pricing should be improved.
 Advertisements in Televisions, offers should be increased to attract the People.
 If nithya silks cotton can improve in Performance and brand image it will be the best inall
the other competition brand

CONCLUSIONS

Considering the importance of the classic variables such as age, sex, education and social
place, becomes easily understanding that from the present research comes out a question. “How
much the traditional consuming behaviour is opposed to the current consuming behavior of
young persons?” It was realized that there are consumers who mainly buy goods aiming to the
satisfaction that they will have for some of their basic needs and some other – the young persons
that they come from a safety socio-economic environment – who breaks the traditional
consuming habits through selecting expensive brand-name products for reasons such as prestige
and social projection. In a lot of cases the last ones, byes goods that probably will never use
because for them, the process of purchase is a way of entertainment, characterizing thus their
consuming behavior as total absurd.

In our opinion, this behavior is an outcome of a particular social growth and, even if behavior
of young persons could change from certain social circumstances in a given moment, in long run
will return in the same situation when these circumstances change again.

In the next years, when the current parents will become older and the youth replace them, will
be possible to be examined in which point this behavior is based in the age factor of youth, or if
their behavior it is actually a result of a social process.

REFERENCES:

 Survey: Kroeber – Riel / Weinberger, Konsumententenverhalen – TECHNISCHE


UNIVERSITÄT MÜNCHEN (TUM)
 Survey: Systematically varying consumer satisfaction and its implications for product
choice - Shaun McQuitty New Mexico State University, Adam Finn University of
Alberta, James B. Wiley Victoria University
 http://www.ama.org (American Marketing Association )
 G. Siomkos (Ph.D) / Consumer Behavior and Strategic Marketing, Stamoulis
publications, 1999.
 Philip Kotler, Marketing Management, Interbooks publications, 2000.
 Defining customer satisfaction / Joan L. Giese Washington State University Joseph A.
Cote Washington State University / Academy of Marketing Science Review Volume
2000 No. 1 Available: http://www.amsreview.org/articles/giese01-2000.pdf Copyright ©
2002 – Academy of Marketing Science.
 www.statistics.gr / National statistical service

A STUDY ON EXAMINE OF CONSUMER BUYING BEHAVIOUR OF


NITHYA SILKS COTTON INDUSTRIES AT THIRUPUR.

1. Age
a) Below 25 b) 25-30 years c) 31-35 years d) 36-40 years e) Above 45
years
2. Distribution of respondents by gender?
a) Male b) Female
3. How long you aware about Nithya Silks?
a) Less than 5 years b) 5years – 10 years c) More than 10 years
4. How did you come to know about Nithya Silks?
a) Advertisement b) Colleagues references c) Friends/relatives
references d) Websites e) Any other specify
5) How frequently do you visit Nithya Silks?
a) Once in a week b) Twice in a week c) Once in every 15 days d) Once
in a month
6) What is the main purpose of purchase?
a) Personal Usage b) consumption c) To Gift d) Any other
7) You prefer to go in Nithya Silks with
a) Family members b) Spouse c) Friends d) Others
8) What is the reason behind purchasing in Nithya Silks?
a) Good satisfaction over products b) Reasonable prices c) More offers
d) Product Quality e) Any others
9) How do you rate the pricing of products at Big Bazaar?
a) Expensive b) Competitive c) Affordable d) Reasonable
10) Why do you prefer to shop in Nithya Silks?
a) Availability of adequate stock b) Convenience of location and timing
c) Offers and discounts d) Variety of products e) Quality of
products
11) What more facility would you like to get at Nithya Silks?
a) Membership Card b) Discount Card c) Free packing Offers
d) Cash Back e) Lucky draw Offer
12) How often do you ask for Assistance from store staff in selecting your
Purchase?
a) Almost Always b) Often c) Sometimes d) Seldom d) Never
13) How is your overall experience in Nithya Silks?
a) Excellent b) Above Average c) Average d) Below Average e)
Very Poor

14) Would you visit Nithya Silks again?


a) Almost always b) Often c) Sometimes d) Seldom e) Never
15) Discounts and Offers play an important role in decision making of buying
behaviour?
a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly
Disagree

16) Do you suggest any one to shop at Nithya Silks?


a)Yes b) No

17) How, do you suggest to Textile management to making present Nithya


Silks to more attractive?
a) To maintain quality products b) Reasonable prices c) Giving more
offers d) Giving more
discounts d) Convenience

18) Which one is best in customer service at Nithya Silks?


a) Speed of service b) Ease of parking c) Helpfulness of Staff d)
Friendliness of staff
19. Mention your satisfaction level for following elements
Satisfaction Highly Satisfied Neither Dissatisfied Highly
Level satisfied satisfied nor Dissatisfied
dissatisfied
Location
Operating
time
Parking
facility
Cleanness of
store
Spacious
shop floor
Easy to locate
product
Quality
product
Promotion
offers
Price for the
product
Staff
helpfulness

20) Please Rate 1 to 5 as per your level of acceptance


Serial Factors Rate 1 to 5
number
1 Price
2 Quality
3 Customer service
4 Interior
5 Parking facilities
T-TEST

One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
frequently 125 2.3040 1.10879 .09917
purpose 125 2.3840 1.10559 .09889

One-Sample Test
Test Value = 0
t df Sig. (2-tailed) Mean Difference 95% Confidence Interval of the
Difference
Lower Upper
frequently 23.232 124 .000 2.30400 2.1077 2.5003
purpose 24.108 124 .000 2.38400 2.1883 2.5797

ANOVA
Sum of Squares df Mean Square F Sig.
Between Groups 6.555 4 1.639 1.348 .256
frequently Within Groups 145.893 120 1.216

Total 152.448 124


Between Groups 2.272 4 .568 .468 .759
prefer Within Groups 145.616 120 1.213

Total 147.888 124