CHAPTER-3

PROFILE OF VKC
FOOTWEAR
ANDPROFILE OF
KUMBAKONAM
PROFILE OF VKC

1
 VKC group is a manufacture and marketing of footwear company, based

in the Kozhikode district of kerala state, in india.

Industry Footwear Manufacturing

Founded 1984

Founder V.K.C Mammed Koya

Headquarters Kozhikode, Kerala, India

Key people V.K.C Mammed Koya (chairman)

V Abdul Razak (Managing Director)

V Noushad (Managing Director)

Products VKC pride,

VKC Trendz

VKC Stile,

VKC Lite,

VKC Hawai,

VKC Junior,

VKC Slipons,

VKC Smartak,

WalkaroO,

Skalino,

Vestire,

DeBongo,

2
 Strabo Bags,

Blue tyga

Website Vkcgroup.com

Considered to be one of the biggest in the organized footwear sectors.

V.K.C Mammed Koya is the Founter of VKC group.

History

The group was established on 17 august 1984 with renturing into a hawai

sheet manufacturing unit. Later on hawaistrapwere also inducted to the

production line and in 1986, VKC group launched the first product with its own

brand name VKC hawai in the market with an initial production of 600 pairs per

day. By 1989 the production increased to 5000 pairs a day and by it was

increased to 17000 pairs.

In 1987, the group initiated the floating of the first RPVC (rigid polving 1

chloride) footwear manufacturing unit in the Kozhikode, kerala. This product

also got very good acceptance in the market. This has paved the way for rapide

change in the footwear industry itself. Within a few years the number of then

80 numbers in this region.

In 1994 the group ventured the first unit in kerala to manufacture

footwear from virgin PVC. This resulted in a drastic change and the
3
multinational brands confronted competitions from the local brand. In 1998 the

group ventured in Kerala with the help of imported plant and machinery.

“Quality at affordable price”, made the VKC group products popular in the

market day by day.

In 2001 to the group introduced the first Air injected PVC DIP footwear

manufacturing unit in the south Indian. In 2003 the group missioned the south

central Indian. In 2006 the group started backward integration to produre EVA

compound for injection and initiated the first compound plant in the south

central Indian.

In 2007, the group initiated the manufacturing of PU DIP footwear at

affordable price for common man. The production capacity also shoot up to

two lakshs of PU footwear market of India. The main markets which are being

focused by the company one south & south central part of India & Expanding

to the rest of India. Apart from India, the group have its market. It more than

15 countries including GCC countries, Singapore & Malaysia.

VKC GROUP OF COMPANIES

The group consists of 25 strategic business units across Kerala, Gujarat

and west Bengal with 30 working Directors and more than 100 shareholders.

The annual group turnover recently exceeded INR 1500 crores (approx, 232

million USD).

4
 Today, more 6000 employees which includes professionals, graduates,

workface directly & almost same same number of people are associated with the

group indirectly. The good quality to face the market competition positively.

The group has been able to maintain the quality of the products by adopting

foreign technologies. The group is now looking for further avenues in the field

of footwear to stretch their hands.

BRANDS FROM VKC GROUP

 VKC pride most successful brand of VKV group.

 VKC Trendz.

 VKC stile low Range PU footwear.

 VKC lite VKC lite has products mainly made of Eva material.

 VKC howai.

 VKCJunior.

 VKC smartak.

 Walkaro lastest range of products. It contains formal shoes,

Hawai, sportshoes and canvas shoes skalino, restire.

CORPORATE SOCIAL RESPONSIBILITY

5
 VKC group benefits this foundation that undertakes various artivities that

benefit the needy and underprivileged directly. A considerable share of profit

of the VKC group companies is contributed to this trust for helping the

economically backward people.

VKC CHARITABLE FOUNDATION

 The foundation is rendering its servicessince 1995. Some of the

social activities initiated by the foundation are

 Running two charitable schools in Kozhikode.

 Providing breakfast for over 1000 student in 4 schools at

Kozhikode.

 Providing infrastructure and amenities for school and primary

health centers.

 Provided mobile mortuary for Kozhikode medical college in Jan

2014, the group in association with mathrubhumi has initiated to

organize a social event named “mathrubhumi vidya _VKC Junior

nanma” to motivate. The juniorstudects to invole into the

socialactivities and to inculcate civic consciousness among the

little ones. From the business view, the group is actively

participating in the various events for the promotion of footwear

industry in Kerala.

6
PROFILE OF KUMBAKONAM

Kumbakonam, also spelt as combaconum or combaconum in the records

of British India, is a town and a special grade municipality in the Thanjavur

District in the Southest Indian state of Tamil Nadu. It is located 40km from

Thanjavur and 273km from Chennai and is the kumbakonam talik of Thanjavur

district. The town is bounded by two rivers. The town is Kaveri River to the

north and Arasalar River to the south. According to the 2011 censes,

kumbakonam has a population of 140156 and has a strong Hindu majority, but

it also has sizeable muslim and Christian populations. Kumbakonam is known

as a “Temple Town” due to the prevalence of a human of temples here and is

noted for its Mehamaham festival which attracts people from all over the globe.

Kumbakonam dates bank to the sangam period and was ruled by the early

Cholas, Pallavas, Medieval Cholas, Leter Cholas, Pandyas, Thanjavur Nayaks

and the Thanjavur Marathas.

HISTORY

A 1955 map of kumbakonam municipality and surrounding areas the

region around kumbakonam wahinhabited as early as the sangam age (3rd

century BC to 3rd century AD). The present day kumbakonam is believed to be

the site of the ancient town of kudavayil where held early chola kihg karikala

held his court some scholarsidentify kumbakonam as the site of the fabled

7
prison of kudavayir kottam where the Chola king kunaikkal Irumporai was

imprisoned by the early Chola kingkocengannan. Kumbakonam is identified

with the town of malaikuram which had served as the Chola capital as early as

the early as the 7th century and with the town of solamaligai which had also

served as a Chola capital.

GEOGRAPHY

Kumbakonam is located at 10.97 N 79. 42 E. It is situated 273km of

Chennai, 96km east of Thiruchirappalli, and about 40km north east of

Thanjavur. It lies in the region called the be “old delta” which comprises the

north western taluks naturally irrigared by the construction of the construction

of the grand Ariocut canal and the vadavar canal in 1934. River kaveri as

viewed from bridge it has an average elevation of 26 metres. The town is

bounded by two rivers, the Cauvery river on the north and Arasalar River on

the south. The climate of kumbakonam and ofter surrounding towns is

generally healthy and moderate. Kumbakonam is cooler than Chennai capital of

Thamil Nadu. The maximum temperature in summer is about 40 C. while the

minimum temperature is about 20 C. Kumbakonam receives an annual rainfall

of 114.78 CM every year. There on is covered with mainly alluvial or black

soil which is conducive for rice cultivation. Other cropes grown in

kumbakonam include mulberry, cereals sugarcane. The town of kumbakonam

include is surrounded by extensive paddy fields. Method of irrigation were

8
considerably improved following the opning to the mettur Dam in 1934. The

fauna of the Cauvery dalta of the Cauvery shiyali vidge which runs along the

kolidamriver.

MUNICIPAL ADMINISTRATION AND POLITIES

The kumbakonam municipality was officially constituted in the year

1866. Initially, the municipality exercised its jurisdiction over an area of 7.68

and its affairs were administered by a town level committee or municipal

committrr. Later it was constituted special grade municipality and currently,

exarcises its authority over an area of 12.58 out of the town’s total area of

64.02. It comprises 45 wards and is the second biggest municipality in

thanjavur district. The functions of the municipality are devoled into six

departments. Geraral, Engineering, Revenue, Public Health, Town planning

and the computer using. All these departments are under the control of a

municipal commissioner who is the that operate at the district level police

division headed by a superirntendent of police.

ECONOMY

The importance products of kumbakonam include brass, bronze, copper,

and pewter vessels, silk and cloths, sugar, indigo and pottery. Kumbakonam is

considered to be the chief commercial centre for the Thanjavur region. In 1991,

Around 30% of the population was engaged in economic activity. Rile

9
production is an important activity in kumbakonam of an 194 industrial units in

kumbakonam 57 are rice and floer mills. Kumbakonam is also leading producer

of betel leaves and nuts. The betel leaves produced in kumbakonam are ranked

amonget the best in the world in terms of quality. The A.R.R. Agencies, a

leading manufacturing of arecanut slices has its factory in kumbakonam. The

main administrative offices of T.S.R & co, a conmeric company, are also also

based in kumbakonam. Kumbakonam is also famous for its metal works. The

Thamil Nadu Handicraft development corporation had been established in the

hearby town of swamimalai in oder to train bronz artisans. Kumbakonam is an

important sillk weaving centre and more than 5000 families were employed

either directly or indirectly in silk the sub continent. They are largrly used in

the manufacture of Thirubuvarum silk sarees. Kumbakonam was also an

important salt manufacturing area during British rule. The town lends its name

to the kumbakonam degree coffee, a blend of coffee prepared using undiluted

pure milk. In recent times, kumbakonam has emerged as an importanct

manufacturers, tourism is also a major source of income for the town. The

Hindu temple and colohial era building have been recognized for their tourisum

potential. The 12th centurt Airavatesvara temple in the town Darasuram hear

kumbakonam is an UNESCO world Heritage site.

10
 CHAPTER - IV

DATA ANALYSIS AND

INTERPRETATION

TABLE NO. 4.1

11
 GENDER WISE CLASSIFICATION

S.NO AGE NO.OF PERCENTAGE

RESPONDENT

1. Male 33 44

2. Female 42 56

Total 75 100

Source: Primary Data

INFERENCE

From the above table 4.1 it is inferred that 56% of the respondents are

female and remaining 44% of the respondents are male.

DIAGRAM NO.4.1

12
GENDER WISE CLASSIFICATION

male
female

TABLE NO.4.2

13
 AGE WISE RESPONDENTS

S.NO GENDER NO.FO PERCENTAGE

RESPONDENTS

1. Below 20 15 20

2. 20-30 30 40

3. 30-40 24 32

4. 40-50 6 8

Total 75 100

Source : Primary Data

INFERENCE

The above table 4.2 shows that the age wise classification of the

respondents, 40% of the respondents are in the age group up to 20-30 years

32% of the respondents are in the age group 30-40 years 20% of the respondents

are in the age below 20 years and again 8% of the respondents are the age group

above 40 years.

DIAGRAM NO.4.2

14
 AGE WISE RESPONDENTS

70

60

50

40 Column1
percentage
30 respondents

20

10

0
below 20 20-30 30-40 above 40

TABLE NO.4.3

15
 MARTIAL STATUS

S.NO STATUS NO.OF PERCENTAGE

RESPONDENTS

1. Married 27 36

2. Unmarried 48 64

Total 75 100

Source: Primary Data

INFERENCE

The above table 4.3 indicates that, 64% of respondents are

unmarried and remaining 36% of respondents are married using this product.

DIAGRAM NO.4.4

16
 MARTIAL STATUS

120

100

80
Column1
percentage
60 respondents

40

20

0
married unmarried

TABLE NO. 4.4

17
 QUALIFICATION OF THE RESPONDENTS

S.NO QUALIFICATIO NO.OF PERCENTAGE

N RESPONDENTS

1. SSLS 12 16

2. Graduate 36 48

3. Professional course 21 28

4. Others 6 8

Total 75 100

Sources: Primary Data

INFERENCE

The above table 4.4 describes the qualification of the respondents,

48% of the respondents are graduate, 28% of the respondents are

professional course, 16% of the respondents are SSLC, 8% of the

respondents are others.

DIAGRAM NO.4.4

18
QUALIFICATION OF THE RESPONDENTS

90

80

70

60

50
Column1
40 respondent

30

20

10

0
sslc graduate professional course others

TABLE NO .4.5

19
 OCCUPATIONAL STATUS OF THE RESPONDENTS

S.NO OCCUPATION NO.OF PERCENTAGE

RESPONDENTS

1. Farmer 6 8

2. Government Employee 24 32

3. Private employee 30 40

4. Student 15 20

Total 75 100

Source: Primary Data

INFERENCE

The above table 4.5 describes the occupation of the respondents, 40%

respondents were Private Employee, 32% of the respondents were Government

Employees, 20% of the respondents were Student, 8 % of the respondents were

Farmer.

DIAGRAM NO.4.5

OCCUPATIONAL STATUS OF THE RESPONDENTS

20
70

60

50

40 Column1
percentage
30 respondents

20

10

0
farmer government private employee student
employee

TABLE NO.4.6

FAMILY MEMBERS

21
S.NO MEMBERS NO.OF PERCENTAGE

RESPONDENTS

1. Up To 2 6 8

2. 2 to 4 12 16

3. 2 to 6 39 52

4. Above 6 18 24

5 Total 75 100

Sources: Primary Data

INFERENCE

The above table 4.6 describes the member of the respondents, 52% were

4 to 6 member, 24% of respondents comes under the above 6 member, 16% of

respondents were under the up to 2 to 4 member, 8% of respondents come under

the 2 to 4 member.

DIAGRAM NO.4.6

FAMILY MEMBERS

22
180

160

140

120

100
Column1
respondents
80

60

40

20

0
up to 2 2 to 4 4 to 6 Above 6

TABLE N O.4.7

INCOME WISE CLASSIFICATION OF THE RESPONDENTS

23
 S.NO INCOME NO.OF PERCENTAGE

RESPONNDENTS

1. Below -15000 27 36

2. 15000-30000 24 32

3. 30000-45000 18 24

4. Above 45000 6 8

Total 75 100

Source: Primary Data

INFERANCE

The above table 4.7bring out the monthly income level of the

respondents. 36% of the respondents are belong to the income group of below

15000, 32% of respondents are belong to the income group of up to 15000-

30000, 24% of the respondents are belong to the income group of 30000-

45000, 8% of the respondents are belong to the income group of the above

45000.

DIAGRAM NO.4.7

INCOME WISE CASSIFICATION OF THE RESPONDENTS

24
70

60

50

40 Column1
percentage
30 respondent

20

10

0
below-15000 15000-30000 30000-45000 above 45000

TABLE NO. 4.8

TYPES OF THE FOOTWEAR

25
S.NO TPES OF FOOTWEAR NO.OF PERCENTAGE

RESPONDENT

1. Branded 54 72

2. Unbranded 21 28

Total 75 100

Sources : Primary Data

INFERENCE

The above table describes the Branded of the respondents 72% of the

respondents were belong to Branded 28% of the respondents were belong to

Unbranded.

DIAGRAM NO.4.8

TYPES OF FOOTWEAR

26
 140

120

100

80
Column1
60 respondents

40

20

0
branded unbranded

TABLE NO.4.9

FORCES TO BUY NEW FOOTWEAR

S.NO FORCES NO.OF PRECENTAGE

27
 RESPONDENTS

1. Wedding 6 8

2. Festival 27 36

3. Find a good one 35 46

4. Others 7 10

Total 75 100

Sources: Primary Data

INFERENCE

The above table 4.9 describes the forces which include to buy a

now footwear respondents, 46% of the respondents are find a good one, 36% of

the respondents, are festival, 10% of the respondents are others, 8% of the

respondents are wedding.

DIAGRAM NO.4.9

FORCES TO BUY NEW FOOTWEAR

28
90

80

70

60

50 Column1
percentage
40 respondent

30

20

10

0
wedding festial find a good one others

TABLE NO .4.10

PREFERENCE FOR BRANDOF FOOTWEAR

29
S.NO PERFERENCE NO.OF PERCENTAGE

RESPONDENTS

1. Bata 15 20

2. Paragon 3 4

3. VKC 45 60

4. Others 12 16

Total 75 100

Sources: Primary Data

INFERENCE

The above table 4.10 describes the preference of VKC brand of the

respondents, 60% of the respondents are VKC, 20% of the respondents are

others, 16 % of the respondents are others, 4% of the respondents are paragon.

DIAGRAM NO.4.10

PREFERANCE FOR BRAND OF FOOTWEAR

30
120

100

80

Column1
60 respondent

40

20

0
bata paragon vkc others

TABLE NO.4.11

RESPONDENTS INTEREST IN VKC

31
S.NO RESPONDENTS NO.OF PERCENTAGE

INTERST IN VKC RESPONDENTS

1. Quality 30 40

2. Price 24 32

3. Brand Name 18 24

4. Varieties 3 4

Total 75 100

Sources: Primary Data

INFERENCE

The above table 4.11 describes the reasons to the like VKC footwear.

36% of the respondents were quality and price, 24% of the respondents were

Brand Name, 4% of the respondents were varietices.

DIAGRAM NO.4.11

RESPONDENTS INTEREST IN VKC

32
80

70

60

50

Series 3
40
percentage
respondent
30

20

10

0
quality price brand name varieties

TABLE NO.4.12

LEVEL OF PERFERANCE TOWARDS VKC FOOTWEAR

33
S.NO OPINION OF THE NO.OF PERCENTAGE

PRODUCT IN RESPONDENTS

PREFERANCE

1. Low 24 32

2. Medium 30 40

3. High 21 28

Total 75 100

Sources: Primary Data

INFERENCE

The above table 4.12 describes the price range of VKC. 40% of the

respondents were medium, 32% of the respondents were low, 28% of the

respondents were high.

DIAGRAM NO.4.12

OPINION OF THE PRODUCT IN PREFERANCE

34
70

60

50

40 Series 3
percentage
respondent
30

20

10

0
ow medium high

TABLE NO.4.13

TYPES OF PRODUCT RANGE

35
S.NO PRODUCT NO.OF PERCENTAGE

RANGE RESPONDENT

1. Casual 27 36

2. Formal 30 40

3. Sports wear 18 24

Total 75 100

Sources: Primary Data

INFERENCE

The above table 4.14 describes the product range of the respondents, 40%

of the respondents were formal 36% of the respondents were casual, 28% of the

respondents sports wear.

DIAGRAM NO.4.13

TYPES OF PRODUCT RANGE

36
 70

60

50

40 Column1
percentage
respondent
30

20

10

0
casual formal sportswear

TABLE NO.4.14

PLACE OF BUYING FOOTWEAR

S.NO PLACE NO.OF PERCENTAGE

37
 RESPONDENTS

1. Malls 15 20

2. Department Stores 42 56

3. Retailers 12 16

4. Dealer 6 8

Total 75 100

Sources: primary Data

INFERENCE

The above table 4.14 describes the place of buying footwear. 56% of the

respondents are Department Store, 20% of the respondents are Malls, 16% of

the respondents are Retailers, 8% of the respondents are purchase dealer.

DIAGRAM NO.4.14

PLACE OF BUYING FOOTWEAR

38
120

100

80

Column1
60
percentage
respondents
40

20

0
department stores retailers dealer

TABLE NO 4.15

AVAILABILITY OF PRODUCTS

39
S.NO AVAILABILITY OF PRODUCTS NO.OF PERCENTAGE

RESPONDENTS

1. Yes 57 76

2. No 13 24

Total 75 100

Sources: primary Data

INFERENCE

The above table 4.15 describes the opinion of the respondents

about the availability of the product in single showroom. 76% of the

respondents stated that they agreed that VKC footwear are available in single

showroom, 24% of the respondents were not agreed that all VKC footwear are

not available in single showroom.

DIAGRAM NO.4.15

AVAILABILITY OF PRODUCTS
40
140

120

100

80 Column1
respondent
60

40

20

0
yes no

TABLE NO.4.16

FREQUENCY OF BUYING FOOTWEAR

41
S.NO FREQUENCY NO.OF PERCENTAGE

RESPONDENTS

1. Once in 3 months 30 40

2. Once in 6 months 24 32

3. Yearly once 21 28

Total 75 100

Sources: primary Data

INFERENCE

The above table 4.16 shows that respondent opinion about the

frequency of purchases. 40% of the respondents stated that that they use to

once in 3 months, 32% of the respondents stated that they use to once in 6

months, 28% of the respondents states that they to yearly once.

DIAGRAM NO.4.16

FREQUENCY OF BUYING FOOTWEAR

42
70

60

50

40 Column1
respondent
30

20

10

0
once in 3 months once in 6 months yearly one

TABLE NO.4.17

43
SOURCES OF INFORMATION TO PURCHASE THE VKC

FOOTWEAR

S.NO SOURCES NO.OF PERCENTAGE

RESPONDENTS

1. TV 30 40

2. Newspaper 9 12

3. Internet 28 38

4. Other 8 10

Total 75 100

Sources: primary Data

INFERENCE

The above table 4.17 shows that respondents, 40% of the respondents are

TV and newspaper, 38% of the respondents are internet, 12% of the respondents

are newspaper, 10% of the respondents are others.

DIAGRAM NO.4.17

44
SOURCE OF INFORMATION TO PURCHASE THE VKC FOOTWEAR

80

70

60

50

40 Column1
respondent
30

20

10

0
tv newpaper internet others

TABLE NO4.18

45
 PRICE WISE RESPONDENTS

S.NO PRICE RANGE NO.OF PERCENTAGE

RESPONDENTS

1. 250-300 15 20

2. 250-300 42 56

3. 400-500 12 16

4. Above500 6 8

Total 75 100

Source: primary Data

INFERENCE

The above table shows that respondents, 56% of the respondents are 250-

300, 20% of the respondents are 250-300, 16% of the respondents are 400-500,

8% of the respondents are above500.

DIAGRAM NO.4.18
46
 PRICE WISE RESPONDENTS

120

100

80

Column1
60
percentage
respondent
40

20

0
250-300 300-400 400-500 above 500

TABLE NO.4.19

47
RESPONDENTS OPINION ABOUT THE KEY ATTRIBUTES IN VKC

S.NO KEY ATTRIBUTES NO.OF PERCENTAGE

RESPONDENTS

1. Comfort 21 28

2. Style 33 44

3. Durability 15 20

4. Economy 6 8

Total 75 100

Source: primary Data

INFERENCE

The above table 4.19 describes the respondent opinion about the key attributes

in the respondents. 44% of the respondents were style, 28% of the respondents

were comfort, 20% of the respondents were durability, 8% of the respondents

were economy.

DIAGRAM NO.4.19

48
RESPONDENTA OPINION THE KEY ATTRIBUTES IN VKC

90

80

70

60

50
Column1
40 respondents

30

20

10

0
comfort style durability economy

TABLE NO.4.20

49
 PREFERANCE TOWARDS BRAND PROMOTION

S.NO BRAND PROMOTION PERFER NO.OF PERCENTAGE

RESPONDENTS

1. Lucky coupon 12 16

2. Free gift 18 24

3. Discount 30 40

4. Buy one get one free 15 20

Total 75 100

Source: primary Data

INFERENCE

The above table 4.20 describes the brand promotion prefer of the

respondents. 40% of the respondents are discount, 24% of the respondents are

free gift, 20 % of the respondents are buy one get one free, 16% of the

respondents are lucky coupon.

DIAGRAM NO.4.20

50
 PREFERANCE TOWARDS BRAND PROMOTION

70

60

50

40 Column1
percentage
30 respondents

20

10

0
lucky coupon free gift discount buy one get one
free

TABLE NO 4.21

51
 BRAND BUYING VKC

S.NO BRAND BUYING SHOES NO.OF PERCENTAGE

RESPONDENTS

1. Not at all 20 27

2. Some times 45 60

3. Some what 10 13

Total 75 100

Source: primary Data

INFERENCE

The above table 4.21 describes the brand buying shoes of the

respondents, 60% of the respondents are some times, 27 % of the respondents

are not at all, 13% of the respondents are some what.

DIAGRAM NO.4.21

BRAND BUYING VKC

52
120

100

80

Column1
60 respondent

40

20

0
not at all some time some what

TABLE NO.4.22

SATISFACTION LEVEL OF RESPONDENTS VKC FOOTWEAR

53
S.NO SATISFACTION LEVEL NO.OF PERCENTAGE

RESPONDENTS

1. Satisfied 63 84

2. Not satisfied 12 16

Total 75 100

Sources: primary Data

INFERENCE

The above table 4.22 describes the satisfaction of the respondents, 84% of the

respondents were satisfied, 63% of the respondents were not satisfied.

54
160

140

120

100 Column1
percentage
80 respondent

60

40

20

0
satisfied not satisfied

55
56
57
58
59
60
61
62
63
64
.

65
66
67