Chapter -1

INTRODUCTION

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 INTRODUCTION TO ADITYA BIRLA

Madura Fashion & Lifestyle, a division of Aditya Birla Nuvo Ltd, is one of
India’s fastest growing branded apparel companies and a premium lifestyle
player in the retail sector. After consolidating its market leadership with its
own brands, it introduced premier international labels, enabling Indian
consumers to buy the most prestigious global fashion wear and accessories
within the country.

The company’s brand portfolio includes product lines that range from
affordable and mass-market to luxurious, high-end style and cater to every age
group, from children and youth to men and women. Madura Fashion &
Lifestyle is defined by its brands — Louis Philippe, Van Heusen, Allen Solly,
Peter England and People — that personify style, attitude, luxury and comfort.

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Vision
To be a premium conglomerate building leadership in businesses and
creating value for all the stakeholders.

Mission

Investing in promising sectors

Building leadership in businesses

A platform to drive synergy of resources

Delivering best value to all the stakeholders

To be a responsible corporate citizen

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4
 INTRODUCTION

All business operation revolves around customer satisfaction and

service, the main purpose of the business is to create a profitable market for
their products or service and hence to create a customer, ‘god made men and
men made market’. Marketing has a special significance in the modern
management of the business and industry and is one of the managerial
concepts unless it is properly understood and many of the business or
industrial enterprise will collapse or prove failure.

Over the years marketing has undergone a tremendous change both its
role and functions are forced to evolve new methods and techniques to deal
with the existing problem more efficiently.

The aim of the modern business is to satisfy the consumers and there
by earn profit the main interaction and aim is to prove quality products at
cheaper rates to customer with the rapidly increase in production of a wide
range of production. Marketing was assumed greater importance in recent
years. Thus, the marketing is “creating and delivering of standard of living to
the society”

In modern markets consumer is the ‘king’ so a producer’s faith is

decided by the action of the consumer that is either buying the product or
rejecting it so producer tries hard to achieve to give competitive efficiently
over the other by adopting new technologies in production and production
measures.

Market is consumer oriented and starts with the determination of

consumer expectation and ends with their satisfaction marketing program

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starts from the product idea does not and until customer wants are adequately
satisfied.

The consumer taste differs and hence the forecast of changes, marketing
plan and program can be attained only by day to day reports which involve
present conditions and demand in the market only. Such reports can help the
marketer to attempt for the change and obtained the desired goals.

Emergence of buyer’s market and increasing competitions demanded

continuous need for marketing research to ensure maximum consumer
satisfaction and repeated purchase and to lay down appropriate marketing
strategies to meet the competitive marketing strategies to meet competitions
to serve and growing competitive market. Marketing research has a bright
future in the natured economy. Marketers are called upon to anticipate
changes in the marketing environment involving opportunities link and
uncertainties. They are requested to forecast the direction and intensity of the
future changes in the environment and there adjust their plans to meet
anticipated changing environments.

This project report offers detailer regarding marketing of Allen Solly

Jeans under Aditya Birla, Ludhiana.

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COMPANY
PROFILE

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 COMPANY PROFILE

Introduction
Allen Solly was founded in 1744 by a company called William Hollin and Co
Ltd. The brand was purchased sometime in the 90's by a new company called
Madura Garments which was a part of Madura Coats. Madura Coats was a big
producer of threads.

The Vision Of Allen Solly: The company aimed to emerge as a brand which
was totally new and did not stick to conventions. “Friday Dressing” was
introduced to give the company a stronghold. Initially the Indian markets were
not open to experimental apparel for men. Friday dressing by Allen Solly gave
Indian corporate a chance to transform their wardrobes. The new formal wear
was relaxed and not boring. The Aditya Birla Group took over Allen Solly in
2001

Allen Solly created ripples in the Indian market by releasing new rules in
corporate dress code titled ‘Friday Dressing’. It trashed whites and greys
thereby making the corporate world a colourful and vibrant place. Originating
from the large portfolio of international brands of Coats Viyella-UK, Allen
Solly is targeted at young, contemporary corporate who was ready to
challenge conventions and create their own identity. Encouraged by its
progress, over the years the brand has evolved to achieve a high fashion
quotient and appeal through its exciting, fashionable merchandise and
aspiration imagery. Focus on accessories such as eyewear, watches and
women's bags; have added to the lifestyle quotient of the brand. There are
today more than 30 product categories to its portfolio.

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Introduction and History of the Firm:

‘Zaheer’s Fashion’ exclusive showroom of ‘Allen Solly’ has been

incorporated on 12th January 2011. It is located at Ganga Arcade B.H Road,
Bangalore.

The name of the firm is Zaheer’s Fashion ‘Allen Solly’

Showroom. Mr. Mohammed Zaheer is the franchisee. Mr. Mohammed Zaheer
is active and multitalented persons in business field. He has experience in
attracting the customers and improves the sales of the firm. ‘ALLEN SOLLY’
is the name which stands for branded and good quality cloths and accessories.

In their showroom they deal with the Allen Solly, Friday dressing, and
Women’s wear.

Capital Structure:
Capital is regarded as the life blood of the business enterprises
inefficient financial management paralysis the activity of the firm. Hence it is
essential that the finance function should be well organized in the firm.
Financial management refers to all those managerial activity that are
concerned with ascertainment of the finance.

Initially capital should be deposited the franchisee Zaheer’s Fashion to

the franchisor Allen Solly company before starting business.

There is an agreement between franchisee and franchisor about the

terms and conditions of the company, on that basis capital structure has been

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designed. After the agreement the franchisee pays full or half amount which
was fixed by the franchisee or franchisor.

After depositing the amount, the company person visits the place where
the business should be commenced, to know the terms and conditions of the
company are fulfilled regarding store length, width and commercial place. For
furniture and interior design, the payment has been made by the franchisee
(initially).After the certain period that is within six months, the company will
pay the interior initially amount in the form of stock or on the basis of the
terms and conditions made between franchisee and franchisor.

They planned a proper capital structure, where to invest and amount of

investment in a particular aspect.

Particulars Amount(Rs)

Investment Rs.50,00,000

Shop Advance Rs. 10,00,000

Fitting and Interior Rs.15,00,000

Others Rs.5,00,000

Total Rs.80,00,000

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Organization Pattern:

Expenses are incurred by the firm monthly are shown below:

Particulars Amount(Rs)

Salaries: Rs.18,000

Store manager

Assistant store Manager Rs.12,000

Sales man Rs.8,000

Helper Rs.4,000

Security Rs. 3,000

Electricity Rs. 5,000

Insurance Rs.15,000

Miscellaneous Rs.8,000

Shop rent Rs.25,000

Total Rs.98,000

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Firm Organization Structure

Area sales manager

Orders
Payments and inventory Franchisee owner

Cash and Inventory

Store manager

Training &
Development &
Staff HR policies
salaries

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Firm Staff members

Proprietor

Store manager

Assistant Store manager

Sales person Sales person Sales person

Helpers

Security

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History - Allen Solly In India
Launched in India in 1993, Allen Solly brought about a completely new
concept to menswear in India — Friday Dressing. In the years that followed,
the brand, with its Anglo-American heritage, proved to be the most innovative
of the Madura Fashion & Lifestyle's brands. Today it is one of India's most
popular and easily recognized brands in the branded premium apparel
segment. Consumers understand it as a vibrant and upbeat work wear brand.
Allen Solly’s recall with Friday Dressing is clearly the strongest.

Convention is not a word that exists in the brand's vocabulary, and from the
beginning, the brand not only broke the rules of formal workplace dressing,
but also re-wrote them. The dull world of business dressing with its greys and
whites was shaken up by Allen Solly, which unapologetically added vibrant
dashes of color to its formal wear lines. The approach paid off, spawning
many imitators. Nevertheless, the unconventional, yet unmistakable Allen
Solly Man never lost his place in the spotlight.

AWARDS
Most Admired Brand - Women’s Wear IFA 2004 & 2005 & 2007
Most Admired Brand – Trousers IFA 2005
Most Admired Brand - Smart Casuals IFA 2006

Objectives

 Allen Solly is keen to tap into this large opportunity by strengthening

what its best known for – Friday Dressing. Going forward, the brand’s
core positioning will broaden the meaning of Fridays by emphasizing

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 its spirit defined as upbeat, relaxed and effortless without ever losing
sight of the target. It advocates the need to “lighten up the workplace”.

 The brand has ensured that its range of products is stylish, fashionable
and sufficiently casual – i.e. work appropriate. This is clearly aimed at
young professionals/entrepreneurs who are ahead of the curve, open
to experiments and believe in looking distinct.

 Work culture is more relaxed and hence organizations do not impose

strict dressing norms.

 New age workforce is keen to look stylish, fashionable and most

importantly express their distinct individuality. This is obviously best
expressed through apparel and accessories.

 Entrepreneurship/off-beat professions are gaining ground thereby

providing a promising opportunity for work casuals.

Vision

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The company aimed to emerge as a brand which was totally new and did not
stick to conventions.

Friday Dressing was introduced to give the company a strong old. Initially the
Indian markets were not open to experimental apparel for men.
Friday dressing by Allen Solly gave Indian corporate chance to transform
their wardrobes. The new formal wear was relaxed and not boring.

The brand’s vision is to lighten up the workplace through a whole new range
of preppy work casuals in bold colors, innovative fabric and young fits. Not
only do these garments individually brighten up the work environment, but
they also lend themselves to lateral coordination with each other, and the
impact of the sum is greater than the individual parts

Allen Solly, in keeping with the spirit of the brand’s core and legendary
‘Friday Dressing’ tagline, recently unveiled its new retail identity at its Indira
nagar store in Bangalore. The new identity takes inspiration from the brand’s
strong Nottingham heritage, which has been rendered in a very modern and
contemporary manner. Nottingham is Allen Solly’s birthplace and a city of
stags.

Brand Position

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Allen Solly, which was launched in India in 1993, has proved to be the most
innovative brands of Madura Fashion & Lifestyle. India’s most popular and
easily recognized brand, Allen Solly – with its Anglo-American heritage –
introduced a completely new concept to menswear in India – Friday Dressing.

Allen Solly was the first brand in India to introduce Western wear for the
working women in 2002. Allen Solly is one of the most salient and best
distributed women’s-wear brand in the country and we have aggressive plans
to strengthen the position.

Allen Solly was the first brand in India to introduce Western wear for the
working women in 2002. Ten years later, it launched Friday Dressing for the
young woman professional. It is a range of work-casuals that will redefine
work-wear for women in India. The range exudes sophistication, is chic,
fashionable and sufficiently casual while being work appropriate.

This collection of summer dresses from Allen Solly is light weight,

comfortable and stylish with invariable floral designs. Enjoy the arrival of

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summer with beautiful sun dresses or floral printed summer top that can be
paired with denim or shorts which gives you a sense of liberty and warmth.
Brighten up your day and be the head turner in a summer party at home by
flaunting the blue floral print dress or if you are planning a day out with your
friends a casual short sleeved pleated dress in liberty print will be the right
choice for you to look stunning.

So, ladies out there, gear up for the sunny season of style with Allen Solly.
Prices starting at Rs 1599/-

FUTURE PROSPECTS OF COMPANY

Popularizing ‘Friday Dressing’ across India

Allen Solly one of the four apparel brands from Madura Fashion and Lifestyle
is on an aggressive growth mode. Fashion and Lifestyle is the branded apparel
business of Aditya Birla Group. It has four readymade apparel brands— Louis
Philippe, Van Heusen, Peter England and Allen Solly. The former three

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brands sell mainly formal wear and Madura has planned aggressive growth
strategy for all three brands. This is in response to growing consumer demand
for branded apparel.

In Allen Solly, the company registered sales of Rs 500 crores at retail price
for the year ended March 2011. In the next three years, Madura wants to
double Allen Solly brand’s revenue with a CAGR of 30 per cent. In the last
three years, the brand’s revenue has grown three times with a CAGR of 40
per cent. Allen Solly has created a niche since its launch in 1993 and suits
consumers who prefer a clothing range that falls between formal and casual
wear. Its women’s range has also got tremendous response and the company
expects the growth of women’s wear to outpace men’s wear this year. Allen
Solly will also consider extending the brand portfolio to accessories such as
shoes and bags by 2012-13.

As a part of retail expansion, the company will add around 40-50 Allen Solly
stores in 2011-12 and touch 300 stores by 2012-13. The average store size
would be around 1,800 sq. ft. with a capital investment of Rs 40 lakh for each
store. The current ratio of company-owned and franchised stores stands at
about 70:30. Madura will invest around Rs 10 crores a year to launch new
stores. Allen Solly women’s wear is currently available in around 70 stores
which would be increased by adding 25 women’s only stores in next two
years.

PRODUCT PROFILE

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20
 INTRODUCTION

Today, the brand appeals to that section of consumers who are young and want
to create their own world. Offering clothing that spans casual, work and
evening wear, the brand's personality is well-reflected through its 'My World,
My Way' campaign.

Allen Solly has several product innovations to its credit and loyal consumers
swear by the brands comfortable and fashionably-styled cotton trousers and
bright, colorful shirts.

The brand then went a step further, launching a collection of shirts and
trousers called 'The Uncrushables' – a wrinkle-free wardrobe in an
unconventional 'solid' palette.

And the brand is not only for men. Allen Solly's nod to women in the
workforce came in 2001, when the brand came out with a line of women's
formal wear. A few years later, they rewrote their own rules again, by bringing
in their casual chic collection for women. Allen Solly's apparel is well known

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for its superior quality and it has consistently won industry awards and
consumer recognition for its clothing.

Allen Solly Products:

• Allen Solly manufactures very comfortable cotton and linen half and full
sleeve shirts in solids of beautiful prints patterns like checks and stripes. They
come in attractive color combinations of white and yellow, blue, pink, green
and the list goes on.
• Allen Solly T-shirts are available in half or full sleeves in vibrant colors like
orange, black, blue etc. The t-shirts are made of pure cotton.
• Allen Solly Trousers are pure cotton varieties which have flat or pleated
fronts. Allen Solly is considered to be the brand that breaks all rules and
conventions of men's wear

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Shirts
Allen Solly boasts of the best brands
when it comes to shirts. Shopping for a
shirt for that special day – be it the first
day of work, a new job, a wedding or
just any other day – come to Allen Solly
and enjoy unparalleled choice.

Trouser
A good pair of trousers is considered the basis
of great style. At Allen Solly, finding the
perfect pair of trousers is a breeze, considering
the wide variety of brands available; trousers
for every size and budget.

Denims
Allen Solly has an exciting range of casual denims in great fits for the man
who knows how to unwind after a long
day. Our denims come with great cuts,
superb finish and excellent fits. With a
wide range of best-selling brands to choose
from, finding the perfect pair of jeans was
never this easy.

Suits

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 At Allen Solly, we have suits that fit every
occasion, be it corporate meetings or formal
occasions. We have suits that lend a touch of
class and elegance, making every occasion truly
special.

Brand Awareness: Have you ever wondered when someone will come up
with garments and shoes that are perfect for work and after-work fun? Well,
Allen Solly has done it, and done it marvelously, one might add. For the latest
in crossover styling, head over to Allen Solly and check out their new Friday
collection. With these garments and shoes, you can begin your day in the
boardroom, and end it playing pool with your close buddies at your favorite
club.

Allen Solly is redesigning the way urban India is dressing for work with
vibrant colors and stylized cuts. Since we talked about the garments in one of
our earlier blog, let’s focus on the shoes today. These shoes are all-weather
brogues crafted using intricate whipstitches and contrasting soles. Their
mixed-leather derbies are an exciting combination of leather and rich suede.
These shoes can be worn with chinos and formal shirts to jeans and tees. Allen
Solly’s high-top chukka boots are crafted from premium leather, and are not
what you’d expect from regular high-tops. These shoes are so elegantly styled,
that they can easily traverse diverse life situations with ease. Again the Allen

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Solly duplex-leather slip-ons are beautifully created out of suede and leather
– they’re just perfect to wear with business casuals.

So whether you’re running a company, managing an important team, or a

high-flying artist; Allen Solly’s Friday Dressing has something special for
you. Also if you’re thinking of gifts over this New Year and the many
occasions coming up afterwards; this gift card from Allen Solly would be
perfect. Think about it – is your son getting ready to fly abroad on business?
Is your brother looking for restocking wardrobe? Gift cards from Allen Solly
should be your answer.

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 Chapter – 2
CUSTOMER
SATISFACTION

26
 CUSTOMER SATISFACTION

Customer satisfaction is defined as "the number of customers, or percentage

of total customers, whose reported experience with a firm, its products, or its
services (ratings) exceeds specified satisfaction goals." In a survey of nearly
200 senior marketing managers, 71 percent responded that they found a
customer satisfaction metric very useful in managing and monitoring their
businesses.

It is seen as a key performance indicator within business and is often part of a

Balanced Scorecard. In a competitive marketplace where businesses compete
for customers, customer satisfaction is seen as a key differentiator and
increasingly has become a key element of business strategy.

Customer satisfaction provides a leading indicator of consumer purchase

intentions and loyalty." "Customer satisfaction data are among the most
frequently collected indicators of market perceptions.

”Customer satisfaction is measured at the individual level, but it is almost

always reported at an aggregate level. It can be, and often is, measured along
various dimensions. A hotel, for example, might ask customers to rate their
experience with its front desk and check-in service, with the room, with the
amenities in the room, with the restaurants, and so on. Additionally, in a
holistic sense, the hotel might ask about overall satisfaction 'with your stay.'

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 OBJECTIVES OF CUSTOMER SATISFACTION

Customer satisfaction objectives can be broken down into three main groups.
The first is satisfaction with the purchase, which includes how well the
product performed, and whether it met customer expectations and similar
perceptions.

The second is satisfaction with the process, which includes ease of making the
purchase as well as customer service or warranty interactions after the
purchase.

The third of the main customer satisfaction objectives is the degree to which
satisfaction levels affect future actions, such as recommending a product to
others or buying again.

Companies are very interested in ensuring that customers are happy with the
performance of a product or the quality of service because it will affect future
purchase decisions.

In fact, quality may be the most important of the customer satisfaction

objectives because the consequences of a bad product or poorly performed
service are virtually impossible to overcome. Companies often perform
extensive market research and product testing to ensure that the product or
service will meet as many of a client's needs and expectations as possible.

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Satisfaction with the process also is important to consider when determining
customer satisfaction objectives. A customer who is unhappy with the process
might go to a competitor next time, even if she is happy with the performance
of the actual product. Process incorporates all actions involved in researching
and purchasing a product, but also with resolving issues after the purchase.

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 Chapter– 3

CUSTOMER
SATISFACTION IN
ALLEN SOLLY

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 CHAPTER – 3

CUSTOMER SATISFACTION IN ALLEN SOLLY

As we concerned about the customer satisfaction of ALLEN SOLLY there

has a very good service for their customers that they can arrange the stock for
the customers for customer’s special request that is called as AIOS –ALL
INDIA ONE STOCK is the inter store transfer system. Which is use for any
corporate order or on customer’s special request for any particular article in
which the store don’t have size in their store? A very good service which they
are providing to their customers that is as follows:-

CRM-CUSTOMER RELATIONSHIP MANAGEMENT

Free membership program from ALLEN SOLLY to its customers. Anyone

buying Allen Solly merchandise can avail membership to my Solly. On every
purchase with Allen Solly customer can receive points after presenting the
card.

CRM-MY SOLLY BENEFITS

SILVER
On purchase of Rs100, customer will receive 3points that is equal to Rs3.
Receive enrollment discounts. Get special birthday gifts/bonuses.
Exclusive preview to sales. Special invitations to my Solly members to attend
special Allen Solly events. Shop on anniversary and receive bonus points.
After being a member, if a customer shop for more than 12000 with Allen
Solly within 1 year, will automatically upgraded to version 2.0

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GOLD
On upgrading to ver2.0 (GOLD), some bonus points will be added to the
members account. On purchase of Rs100, customer will receive 6points that
is equal to Rs6.Receive enrollment discounts. Get special birthday
gifts/bonuses. Exclusive preview to sales. Special invitations to my Solly
members to attend special Allen Solly events. Shop on anniversary and
receive bonus points. Member will be added to the Allen Solly exclusive guest
list for special lifestyle and fashion events.

PLATINUM
On upgrading to ver3.0 (PLATINUM), 250 bonus points will be added to the
member’s account. On purchase of Rs100, customer will receive 9points that
is equal to Rs9.Receive enrollment discounts. Get special birthday
gifts/bonuses, special partner offers. Exclusive sales preview. Special
invitations to my Solly members to attend special Allen Solly events. Shop on
anniversary and receive bonus points. Member will be added to the Allen
Solly exclusive guest list for special lifestyle and fashion events. Free Home
delivery of altered garments.

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Customer Service:

The company will issue discounts for

all the products of the ALLEN SOLLY
twice in a year.
1. Allen Solly Provides Gift Cards to
the regular customers
2. If any defects found in the products
then it will be returned to the
franchisee or showrooms where they
purchase.
3. Nature of transactions in shop:
Payment can be made in the form of
cash and also card payment.
4. Showroom is fully equipped with
Air conditioners and music system.
5. Trail Room: Trail rooms are well
furnished with full mirrors. The
mirrors are hanged two sides.
6. Allen Solly showrooms running more than 450 outlets in India and outside
India there are situated.

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7. If the customer orders for any product it will be fulfilled within one week.
8. Company is concentrating on mainly youths.

Marketing Mix:

Conceptual Analysis:
Marketing information is used to assess the situation in marketing
Planning. We have to select specific marketing targets in the form of Market
segments. Then for each segments of the market, combination of several types
of marketing activities will have to be formulated. They are required to be
coordinated in to a single marketing programmed so as to reach a particular
target or market segment. Such combination several marketing methods are
known as marketing mix.
‘Marketing mix’ is one of the key concepts in modern marketing theory.
A successful marketing mix strategy must have a marketing mix as well as a
target market for which the marketing mix is prepared.
The firm has to take decisions on the above-mentioned four ps,
 Decisions on product (product)
 Decisions on price
 Decisions on place
 Decisions on promotion
These four ingredients are very closely inner-related. The marketing
mix decisions constitute a large part of the Marketing management.
Marketing mix is not static. It is always changing according to changing
marketing conditions and also with the Change in environmental factors.

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 Product Mix Price Mix
Variety Pricing Strategy.
Quality Pricing Policy.
Design Basic Price
Features Terms of Credit
Brand Name Discounts
Packing Allowances
Services

Marketing Mix

Place Mix Promotion Mix

 Distribution Personal Selling
Channels
Wholesalers Advertising

Retailers Publicity

Mercantile Agents Sales Promotion

 Physical Public Relation

Distribution Direct Marketing
Transportation
Warehousing
Inventory
Location

Product mix:

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 A product mix is the set of all products and items that a particular seller
offers for sale.

A company’s product mix has a certain width; length, depth and

consistency’s major components of the total product personality they are:
 Product image
 Brand
 Package
 Service after sale
 Guarantee

Product:

A product is the most tangible and intangible single component of the

marketing programmer. Good products are key to market success. Product is
the vehicle by which a company provides consumer satisfaction. It is the
engine that pulls the rest of the marketing programme.

A product is anything that can be offered to a market to satisfy a want

or need. Products that are marketed include physical Goods, services,
experience, events, persons, places, properties, organization, information and
ideas.

A product policy and strategy is the corner stone of a marketing mix.

Without a product, there is nothing to distribute, nothing to promote, nothing
to price. To the marketer products are the building blocks of the marketing
Plan.

Branding:

36
 Branding is the major issue of product strategy. Branding means
naming a product for its identification and distinction. Branding decision is
of crucial importance to the marketing strategy since the product will gain its
image and consumer loyalty in its brand name.
A brand is a name, term, sign, symbol, or design or combination of
them. It is the practice of giving a particular name to product or group of
products by manufacturer.

Reasons for branding:

It is the most powerful instrument of sales promotion due to the

following reasons:
 Ever increasing competition.
 Need for advertising and publicity.
 Development for consumer brand-consciousness as a brand image in his
mind.

Packing:

Packing means the wrapping and crating of goods before they are
transported or stored. It is a process of covering. Wrapping or crating goods
into a package. . Packaging may be defined as the general groups of activities
in the planning of product. There activities concentrated on formulating a
design of the package and producing an appropriate and attractive container
or wrapper for a product.

Functions of packaging:

37
Packaging performs the following important functions:

 Protection
 Identification
 Convenience
 Attractiveness or promotional appeal
 Dependability
 Differentiation
 Easy handling

Price mix:

Price is the exchange value of a product or service expressed in terms

of money. In other words, price is the money value of goods and services. The
price of a product or services is what the seller feels it worth, in terms of
money, to the buyer.
Price is the one element of the marketing mixes that Produces revenue.
Price is the easiest marketing mix element to adjust. Price also communicates
to the market the company’s intended value positioning of its product or
brand.

Price is the only objective criteria for the consumer for comparing
alternative items and marketing the final choice.

Importance of price:

Price is a matter of vital importance to both the buyer and the seller.
Price is the only element in the marketing mix, which produces, the other
elements produce costs. Further, pricing and price competition is the most

38
important problem facing the marketing management of many companies.
They do not handle the pricing problem properly.
Pricing, as a marketing weapon, acts as a big gun. Hence it must be
used very cautiously. An inappropriate pricing policy may cause a downfall
of the firm its product, even Though product is superior to its rival product.

Objectives of pricing policy:

 Maximization of profits
 Facing competition
 Price stability
 Capturing the market.
 Changing according to ability to pay
 Welfare of the firm
 Achieving a target-return

Methods of pricing policy:

 Cost-based pricing
 Demand-based pricing
 Competition-based pricing
 Product-based pricing

Distribution mix:

Distribution may be defined as an operation as a service of operation,

which physically bring the goods manufacturer into hands of final consumer

39
to use. Distribution includes all activities, which bring a product from the
factory into the hands of final consumer.

Channels of distribution:

The most common routes used for bringing the products in the market
from producer to consumer are as follows.

 Manufacturer-Consumer channel

 Manufacturer-Retailer-Ultimate consumer channel

 Manufacturer-Wholesaler-Retailer-consumer channel

 Manufacturer-Agent-Wholesaler-Retailer-Consumer channel

 Manufacturer-Wholesaler-Consumer/User channel

Promotion mix:

Promotion is the process of marketing communication to inform,

perused, remind and influence consumer or users in favor of product or
service. Promotion is a form of communication with an additional element of
persuasion to accept ideas, products, and services and hence persuasive
Communication becomes the heart of promotion, the third elements of
marketing mix.
In marketing, effective communication is absolutely necessary even though
good product best package.

40
 Chapter -4
OBJECTIVES OF
THE STUDY

41
 CHAPTER-4

OBJECTIVES OF THE STUDY

Service quality plays an important role in the growth of any service industry.
Today’s customer is more keen & aware of quality. The customer satisfaction
is directly related with the service quality whose main aim is to fulfill the
customer need from customer perspective. A thorough & complete
understanding of user’s requirement is the prime need to reduce the gap
between service provider & customer.

Two Main Objectives of studying the customer satisfaction is:-

 To find the impact of customer service parameters on customer

satisfaction
 To Develop a Customer Service Metric based Customer Satisfaction
Index
 To analyze buying behavior of customers.
 To study present markets situation of Allen Solly products.
 To analyze the general problems of customers of Allen Solly.
 To know the marketing attributes of Allen Solly.
 To evaluating the nature of sample customers and this purchasing
decisions.
 To take a brief study of readymade male garments.

42
Scope of the Study

The scope of the study is to acquire depth knowledge about the textile
industry and marketing of the products of Allen Solly company Ltd. It helps
to compare the theoretical knowledge with the practical. During the study we
have to acquire knowledge about the origin, growth and working of the
organization.

Marketing factors are influenced by the four major factor like culture,
economy, Social and political factors. The study also intended to know the
buyer’s attitude towards Allen Solly and frequency of purchasing.

43
 Chapter -5
RESEARCH
METHODOLOGY

44
 CHAPTER-5
RESEARCH METHODOLOGY

Research definition:

“Research is careful inquiry or examination to discover new information and

relationship and to expand and to verify exiting knowledge, “Research always
starts with questions or a problem. Its purpose is to find answer to questions
through the application of the scientific method. It is a systematic and
intensive study directed towards a more complete knowledge of the subject
studies

TYPES OF RESEARCH

a) Descriptive research & Analytical Research

b) Applied Research & Fundamental Research
c) Quantitative Research & Qualitative Research
d) Conceptual Research & Empirical Research
e) Other research categories –Simulative Research, Laboratory Research,
Historical research, One Time Research, Longitudinal Research etc.

Descriptive Research–
It includes survey & fact-finding enquiries of different kinds. Here researcher
has no control over variables. The researcher only reports that what has
happened & what are happening. Only method suitable for this research is
Survey Method.

45
Analytical Research–
Such type of research uses the available information as the base to make the
further critical evaluation.

Applied Research–
Applied research implies for the action research.
This research is intended for finding some solution to the problem.

Fundamental Research–
As its name indicates this type of research is made for performing the basic or
pure research. It is a theoretical research.
Quantitative Research is based on the measurement of some quantity or
amount. This can be done by i) Inferential Experimental approach or
ii) Simulation Approach.

Qualitative Research is concerned with the quality phenomenon. Conceptual

Research is related to some idea or theory or concept. Empirical Research is
based on experience or observation. It is database research also called as
Experimental Research. Here the researcher has full control over variables
under study. A best way is to test the given hypothesis.

SOURCES OF DATA
The sources of data collection methods are as follows.
a) Primary data :-The primary data is that which details we collect first
time from the market and also used first time in the research. We also
say that the information is first time in the research decision. To collect

46
 the primary data questionnaire is prepared structure non-disguise
questionnaire is prepared.

b) Secondary data :- Secondary data are those data which are already
collected by someone for some purpose and are available for the present
study; secondary data are already collected by the company’s records
and other library’s books. When the secondary data are sufficient, there
searcher has to be satisfied with the primary sources of data. Secondary
data can be used as bases for comparison with primary data have been
collected by questionnaire.

Sampling plan

Sampling is a process of obtaining. The information about the entire

population by examine a part of it .The effectiveness of the research depends
on the sample size selected for the survey purpose.

Sample Site:-

The survey was conducted in LUDHIANA CITY.

Sample size:-

For the purpose of proper survey, there is need of perfect research instruments
to find out sample size for more accurate result about buying behavior of
clothes. The sample size is 100 respondents.

47
Sampling Method:-

A Stratified random sample is one where the population is divided in to

mutually exhaustive strata or sub-group and then simple random is selected
within each of strata on age groups, occupation etc. It may be noted that
stratification does not means absence of randomness. I use a simple random
sampling method.

48
 Chapter -6

DATA ANALYSIS
AND
INTERPRETATION

49
 Table -1

Classification on the basis of different category of men’s wears the most

Category of men's wear Respondents Percentage

Tailor made 20 20
Readymade 48 48
Both 32 32
Total 100 100

Graph-1

Graph showing the number of customers who wear different category of

men’s wear the most

Respondents

50
45
40
35
30
25
20
15
10
5
0

Tailor made
Readymade
Both

50
INTERPRETATION:

In the survey the consumer responded for tailor made garment category are
only 20, Those who responded for readymade category are 48 and those who
use both tailor-made and readymade garments are 32. The total number of
respondents is 100.

From the above table it is clear that the users of tailor-made garments
in Ludhiana city are only 20%. The users of ready-made garments are 48%
and in Ludhiana city only 32 % of the consumers prefer both tailor-made and
ready-made men's wear.

This is because they are of the opinion that readymade men's wear
costly when compared to tailor made garments.

51
 Table - 2

Classification on the basis of users of Jeans and the reason for their
purchase

Reason for purchase No. of Respondents Percentage

Latest fashion 28 28%
Easy Availability 26 26%
Easy to wear 19 19%
Better fittings 27 27%
Total 100 100%

Graph-2

Graph showing the users of readymade garments and the reasons for
their purchase

30

25

20

15 28
26
10 27
19
5

Latest fashion
Easy
Availability Easy to wear
Better Fittings

52
Interpretation:

These 100 respondents are asked for why they purchase Jeans. 28 of
them answered for latest fashion, 26 of them answered for easy availability,
19 respondents said easy to wear and for better fittings 27 persons are
responded.

The above table clears that in percentage, the reason wise buyers, 28 %
latest fashion, 26 % for easy availability, 19 % for easy to wear, 27 % for
better fittings.

As per the table it is clear that there is wide scope for readymade
garments. If they are easily available to consumers the sales definitely
increases.

53
 Table -3
Classification on the basis of preferences of the customers towards
different texture
Type of texture No. of Respondents Percentage
Cotton 47 47%
Synthetic 16 16%
Both 37 37%
Total 100 100%

Graph-3

Graph showing the preferences of the towards different texture

No. of Respondents
Cotton Synthetic Both

50

40
30
47
20
10 37
16
0
Cotton
Synthetic
Both

Interpretation: A question pertaining to type of texture preferred was asked

to respondents and the information so got is analyzed. Where in 47 % prefer
cotton texture, 16 % wear synthetic and 37 % opt for both.

54
 Table - 4
Classification on the basis of the type of garments preferred by
respondents
Category of cloth No. of Respondents Percentage
Branded 56 56%
Unbranded 18 18%
Both 26 26%
Total 100 100%

Graph-4

Graph showing the type of garments preferred by respondents

60

50

40

30 56

20

10
18 26
0

Branded
Unbranded
Both

Interpretation: The table shows the attitude and inclination of customers

regarding the branded, unbranded and both textile cloths, out of 100
respondents 56 of them responded for branded cloth, 18 of them unbranded
and remaining 26 of them responded for both categories of cloth.

55
 Table-5
Classification on the basis of opinion about the price quoted by
Allen Solly
Particular No. of Respondents Percentage
Costly 15 30%
Fair 22 44%
Reasonable 13 26%
Cheap 0 0%
Total 50 100%

Graph-5

Graph showing opinion about the price quoted by Allen Solly

25

20

15

10 22
15
5 13

0
Costly
Fair 0
Reasonable
Cheap

56
Interpretation:

Out of 100 respondents, 50 of them are the customers of Allen Solly:

They have responded regarding the price quoted by Allen Solly. As per the
survey 30 % of the respondents ticked for costly, 44% of them marked fair,
26 % opine that price quoted is reasonable and nobody says cheap.

So while pricing, Allen Solly has to take right method of pricing to improve
sales.

Therefore it can be concluded that out of total customers in Ludhiana only

50% of them are responded, who are the customers of Allen Solly constituting
100 % in the above table.

57
 Table-6

Classification on the basis of the customer for Allen Solly Jeans and
reason for their purchases

Reason No. of Respondents Percentage

Good quality 20 40%
Good Colors 15 30%
Durability 11 22%
Special offers 4 8%
Total 50 100%

Graph-6

Graph showing the customers for Allen Solly jeans and reason for their
purchase

20

18

16

14

12

10 20

8
15
6

4 11

0
4
Good quality
Good Colors
Durability
Special offers

58
Interpretation:

The above tale clearly shows the percentage of uses of Allen Solly jeans.
According to survey, out of 100 respondents, only 50 are users Allen Solly
jeans.

They also provided the reasons for their purchase of Allen Solly jeans. 20 of
the customers constituting 40% buy Allen Solly jeans for good quality, 15 of
the customers constituting 30 % opine that they buy for the good colors, 11
respondents i.e.22% opt for durability and also 4 customers the same 8%
prefer for economical reasons.

From the surrey it is clear that Allen Solly jeans are quality Jeans.

59
Classification on the basis of the non users of Allen Solly Jeans and the
reason behind that

Reason for not to purchase No. of Respondents Percentage

Poor quality 2 4%
No attraction colors 5 10%
High Price 28 56%
Non Durability 4 8%
Don't known can’t say 11 22%
Total 50 100%.

Graph showing the non users of Allen Solly Jeans and the Reason
behind that

No. of Respondents

Poor quality No attraction colours High Price Non Durability Don't known can’t say

30
25
20
15
28%
10
5
20% 50%
0 11%
40%
Poor
quality No
attraction High Price Non
colours Durability Don't
known
can’t say

60
Interpretation:

The above table clears that around 50% i.e. majority of customer don't use
Allen Solly Jeans. They also give the reasons for that, 50 out of 2 respondent
just marked poor qualities; regarding attractive colors 5 persons are
disappointed. In the survey majority of respondents had opinion that Allen
Solly Jeans are too costly. Around 56% vote for high price. 4 respondents say
they do not use Allen Solly Jeans because of non durability. But 11
respondents constituting 22 % say they don't know the reason or can't say.
Probably most of them are unaware of that Jeans.

As the survey indicates it, better for the company to reduce the price of Allen
Solly Jeans.

61
 Table - 7

Classification on the basis of the overall monthly income group of

respondents

Allen Solly
Category Other Total
Jeans % %
Monthly income respondents respondents
respondents
Below 10000 2 4 13 26 15
10000-20000 8 16 17 34 25
20000 - 30000 27 54 16 32 43
Above 30000 13 26 4 8 17
Total 50 100 50 100 100

Graph-7

Graph showing the overall monthly income group of respondents

45
40
35
16
30
25
20
15 17
10 13 27 4
5
2 8
0
13
Below 10000
10000 -20000
20000 - 30000
Above 30000

Allen Solly jeans respondents Other respondents

62
Interpretation:

Here in the above table overall monthly income group is expected. Most of
the respondents in Ludhiana belongs to the group of Rs. 20000-30000 i.e. 43
respondents.

Among Allen Solly Jeans users, both 10000-20000 groups are 27 and 16, next
place to buyers of below 10000 groups then with 17 respondents Above 30000
group.

63
 Table -8
Table showing the status of Allen Solly Jeans users
Status No. of Respondents Percentage
Student 28 56%
Businessman 8 16%
Employees 11 22%
Others 3 6%
Total 50 100%

Graph-8
Graph showing the status of Allen Solly Jeans users

30
25
20
15 Student 28%
10
5 Businessman 8
0 % Employees 11%
Others 3%

Interpretation:
The status of the users of the Allen Solly Jeans is also collected to know
by whom it is used more. As per the survey this jeans is used about 56% by
the students. Employees using rate is 22%. Businessmen prefer 16% and
others use this jeans for 6%.

64
 Table - 9
Table showing frequency of purchases of readymade garments by the
consumers

Particulars No. of Respondents Percentage

Frequently 54 54%

Festival Season 20 20%

Clearance sale 12 12%

Special offer 14 14%

Total 100 100%

Graph-9

Graph showing frequency of purchase of readymade garments by

customers

60

50

40

30
54

20

10
20

0 12
14
Frequently
Festival Season
Clearance sale
Special offer
65
Interpretation:

As clothing is one of the basic requirements of every individual. How often

he purchases readymade garments was asked in the survey. 54% buys
frequently, 20% during some festival season, 12 % at clearance sale, and 14%
on special occasions.

As it is stated above people buy cloths frequently. If better quality, attractive

colors, special offers and proper advertisement is made, the sales of
readymade garments would definitely increase.

66
 Table -10

Table showing the kinds of dress worn by the respondents

For regular No. of

On special occasions No. of respondents
use respondents
Formals 35 Suits 40
Semi Casuals 49 Accessory 15
Fancy 16 Jeans-T-Shirts 45
Total 100 Total 100

Graph-10

Graph showing the kinds of dress worn by the respondents

a) For regular use

50

40

30
Semi Casuals ,
20 Formals , 35% 49%
10
Fancy
0
23%
Formals
Semi Casuals
Fancy

67
b) On special occasions

50
40
30
20 Suits, 40% Jeans-T-Shirts 45
10 %
Accessory15%
0
Suits
Accessory
Jeans - T-
Shirts

Interpretation:

In fast growing city dresses of every individual has changed. He won’t wear
same kind of dress for all time. As the time changes, the style also changes.

According to the above table in Ludhiana city for the regular use, respondents
give priority to formals i.e. 35%, 49 % prefer for casual wear, 23% are agreed
for fancy wear.

But for special occasions, 45 respondents give priority to Jeans – T-shirts, 15

to Accessory and 40 Respondents for Suits.

In Ludhiana city there is no demand for designers wears. In future as it is

growing, designers wears may get the importance like in Bombay, Bangalore,
Delhi etc.

68
 SUMMARY OF OBSERVATION:

The information collected and the survey conduct from this; it is clear
that, readymade garment growing popular everywhere.

So, the latest fashionable cloths must be kept in stock and the regular
advertisement in daily news paper is also necessary. The price still to be
reduced and the quality of the garment must be improved. The good quality
product must available with reasonable price. Many people feel that the
readymade garments are costly now it is the responsibility of the promoter to
convince the people at large.

The care should be taken to see that demands from all sections of
society are met good behavior with the consumers is one of the required factor
one should have proper skill to attract the customer; some people do have
much skill inherently. If required sufficient training becomes necessary.

69
Chapter-7

FINDINGS

70
Findings:

The following are the summary of the survey findings:

 As per the survey it is clear that one third of the customers do not use
readymade garments. So for the company it is important to concentrate on
that customer. It has to make them to use readymade men's wear similarly
it should satisfy the needs of the existing customers.
 In the survey 26 % of the respondents use readymade Jeans for easy
availability. It defines the non availability of readymade garments in
Ludhiana. So, the companies have to open the range of shops which are
suitable for the customers.
 In a growing city the Ludhiana, latest fashion has attracted many customers
so; product should be introduced to the market as per the need of the
customers.
 There is a complaint against readymade garments that they are not suitable
to all i.e. one cannot get garments according to body fittings. These
problems should be studied carefully.
 As per the survey conducted majority prefers for cotton wears as it is
comfort, but the users of synthetic wear are comparatively low. So, the
marketers of cotton wears can grab the market. It doesn't means they
should quit from synthetic clothes. They should take measures regarding
synthetic clothes too.
 In Ludhiana city where most customer belong to middle and low income
group the demand for branded garments is as same as the demand for
unbranded garments. So both branded and unbranded men's wear moves
in a smooth manner.

71
 In Ludhiana city customer is just one fourth for the Allen Solly Jeans. It
has not reached many customers as it is most opted students and youth. For
the company, it will be helpful if it concentrate on those who do not use
Allen Solly Jeans
 It is observed that Allen Solly Jeans are of good quality Jeans. But most of
the consumers are not satisfied with the color, durability and price of the
Jeans.
 Some customers, who do not compromise with both quality and price of
Allen Solly Jeans, opine that price is very high. The company has to
concentrate all classes of the society in this regard.
 Now Allen Solly Jeans are concentrating on class customers. If it wants to
increase the sales it should concentrate much on mass consumers.
 Although the "Allen Solly showroom" is one of the famous shop for men,
women and kids wear it has not covered the entire customers of Ludhiana.
Only two third of the customer are aware of this shop. It shows the lack of
advertisement. The firm should concentrate on this aspect.
 Majority of the customers of Allen Solly jeans are satisfied with the price
quoted by the Allen Solly company. But it should analyze the pricing
policy for the better sales.
 However, some customer not satisfied. So promotional measures should
also be taken to improve the sales of branded garments.

72
 Chapter-8
LIMITATIONS OF
THE STUDY

73
 LIMITATIONS OF THE STUDY

Following are the limitations of this project report,

 The main limitation of making this project is the time factor.

 The survey does not cover entire Ludhiana Dist.
 Much time was spent in explaining to the respondent about the real purpose
of survey.
 Some of the respondents did not show the attitude in colleting the
information.
 Some of the true information like;
a. Profile is made in brief and
b. Short information has been given relating to working capacity of the
firm.
 The main limitation is that Allen Solly is taken for the study of marketing
purpose.

74
 Chapter-9

SUGGESTIONS

75
 SUGGESTIONS

Product:

Allen Solly jeans are the leading company in braded and designer
garments, and textile manufacturing of our country. It has earned a very good
name and popularity in the world of Allen Solly Jeans and shirts are giving
good results for them. Therefore almost every consumer is satisfied with the
results. The following are some of the suggestions for achieving better
performance of Allen Solly Jeans and increase the sales in the future:

 The manufacturers have to put more efforts on maintaining and improving

the quality of Allen Solly Jeans. They should see that the products
manufactured are of good quality.
 The Allen Solly is expected to increase its distributing channels and
should also keep supplying the goods in time required by the dealers
whatever they demand.
 Inspire of its good quality. It is observed that the Allen Solly Jeans have
good popularity and there is a lot of demand in the market as compared to
others. Here some of the consumers do not purchase the Allen Solly Jeans
always, but only once in a way. So the manufacturer is required to take
proper promotional activities in order to popularize the product through
different advertisement media.
 Dealers must take the responsibility if there is any small compliant from
the customers.

76
Price:

The Allen Solly Jeans have got a very good image and have an
increasing demand. As there are number of competitors existing in the market,
the price becomes an important factor in order to increase the sales and rise in
demand. Allen Solly jeans are accepted by high, middle class and rich people
by majority. The middle class and low class people feel that the price is
relatively high but they also buy it once in the way. Therefore the price of the
product must be comparative so as to improve sales in the competitive market.

The follow are some of the suggestions towards the price:

 The cost of production should be curtained by increasing the production,

while implementing the cost, care must be taken such that quality of the
product is not affected adversely.
 Here the middle class and low class people buy the product once in a way,
so proper care should be taken and the price should be lowered at least to
compensate them.
 They must try to maintain the price stability as far as possible.
 Pricing must be fair in order to create impulsive buying.
 The marketing expenditure should be minimized.

However the high pricing strategy involved in this textile is mainly to

build up the image of the company.

77
Promotion and distribution

Sales promotion is an important instrument lubricates the marketing

efforts. The promotional strategy taken up by the company is quite
satisfactory. The sales agents visit the dealers once in a while, this mainly to
assess dealers if any.

Thus, the general conditions of the promotion and distribution of

producers as well as dealers are quite satisfactory. There are some further
suggestions for improvements:

 The proper sales promotional activities should be taken in order to increase

buying response by ultimate consumers and also to improve market share
of Allen Solly.
 Attractive advertisement through all the media of advertising is very
necessary in order to increase the usage rate of present consumer and also
to meet the completion.
 Promotional measures such as contents, price, coupons, and premium
should be attached to sales.
 The dealer should improve the display of the product. So that the
consumers will be attracted towards the product. Also, the dealer should
highlight the product compared to other products.
 Public relations have now become an important marketing function.
Effective marketing communication is not possible without establishing
and maintaining natural understanding between the company and its
customers. A bright image of the product is created and maintained only
by public relations.

78
 The marketing practitioner finds that the customer wants the delivery
of their products at right place, at the right time and in right quality. The
ingredients of marketing mix serve as product; price and promotion constitute
the first half of marketing.

The distribution logistic inputs are termed as the other half of the
marketing concept or customer oriented market planning. As for as the
distribution, manufacturers have got dense network of distribution. The
dealers are quite satisfactory about the general conditions of distribution of
products.

79
Chapter-10

CONCLUSION

80
 CONCLUSION

The suggestions given here in this project report is based on the

suggestions and experience of customers to whom the product ultimately
reaches.
Customer’s satisfaction is the ultimate motto of every business.
Therefore orientation of marketing is entirely necessary for maintaining and
increasing the market share of any type of business. This can be achieved by
directly managerial, productive and marketing activities to awards preference
of the customers. For this achievement competitive efficiency increases in
quality, decrease in cost of production is essential.
In this present competitive market, the consumers have been described
as the "king". Thus it is very essential that every manufacturer should
manufacture those products and services that satisfy present needs of the
consumers. Consumer’s orientation is of immense importance for image for
creating and maintaining the brand image in the minds of the consumers.
Since the sales of textiles is being seasonal and due to some other technical
reason, the company could not reach its usual profit percentage.
It may be concluded that the suggestions arrived that after the survey
should be adopted by the readymade garment industry to achieve higher
benefit.
Further most of the respondents feel that readymade men's wear saves
time as customers are giving importance to latest design and better quality
clothes. The manufacturer of readymade men's wear has to adopt above
things.

81
BIBLIOGRAPHY

82
 BIBLIOGRAPHY

Books:

Marketing Management - K.D Basava

Marketing Management – Sherlekar

Modern Marketing Management – Nair, Paul

Websites

www.//allenSolly.com

www.//madhra.adityabirla.com

http://www.madurafnl.com

83
QUESTIONNAIRE

84
 QUESTIONNAIRE

Dear respondents,

I am student of final year MBA, GGNIVS, Ludhiana conducting a

market survey on readymade garments with reference to Allen Solly as a part
of my management course. I shall be grateful if you can spare a few minutes
to answer this questionnaire.

Name:
Address:

 Age:
18 – 20 years
21 – 30 years
31 – 40 years
Above 40 years

 Sex
Male [ ]
Female [ ]

 Marital Status:
Single [ ]
Married [ ]

85
1) Which garments do you use more?
a) Tailor made ( )
b) Readymade ( )
c) Both ( )

2) Do you purchase branded Jeans?

Yes ( )
No ( )
If yes, why?
a) Latest fashion ( ) b) Easy availability ( )
c) Easy to wear ( ) d) Better fittings ( )
e) Not specified ( )

3) Which type of texture do you like most?

a) Cotton ( )
b) Synthetic ( )
c) Both ( )

4) Which category do you generally use most?

a) Branded ( )
b) Unbranded ( )
c) Both ( )

86
5) What is your opinion about the price aspects of Allen Solly Jeans?
a) Costly ( )
b) Fair ( )
c) Reasonable ( )
d) Cheap ( )

6) Do you use Allen Solly Jeans?

Yes ( )
No ( )
If yes, why?
a) Good Quality ( )
b) Good colors ( )
c) Durability ( )
d) Special offers ( )
If No, why?
a) Poor Quality ( ) b) No attraction colors ( )
c) High price ( ) d) Non durability ( )
d) Don’t know can’t say ( )

7) Income Level:
Below 10000 ( )
10000 to 20000 ( )
20000 to 30000 ( )
Above 30000 ( )

87
8) Occupations
a) Student ( )
b) Businessman ( )
c) Employees ( )
d) Others ( )

9) What is your opinion about the purchases of readymade garments?

a) Frequently ( )
b) Festival Season ( )
c) Clearance sale ( )
d) Special offer ( )

10) What type of dress do you wear?

i) For regular use ii) On special occasions
a) Formals ( ) a) Suits ( )
b) Casuals ( ) b) Accessory ( )
c) Fancy ( ) c) Jeans-T-shirt ( )

Do you think there is wider choice of Allen Solly Jeans?

Yes [ ] No [ ]

Do you think promotional measures are necessary for the improvement of sale
of Allen Solly Jeans?

Yes [ ] No [ ]

88