Description
Marketing Project
CHAPTER-I
1.1 INTRODUCTION
Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the rediscovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing.
FACTORS THAT INFLUENCES CONSUMER PURCHASING: Consumer purchasing or buying behavior is a decision making process by the consumer to buy a particular product. A consumer will search for select and purchase a product or service for use and disposal based on personal wants and needs. Various factors influence purchasing habits including personal, social, psychological & cultural factors. Business & researchers study consumer behavior to get a better understanding about the factors that influence consumer purchasing decisions. PERSONAL FACTORS Personal factors that influence consumer purchasing include ? ? ? The consumer age Occupation Economic status
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? ? ?
Lifestyle Personality Self concept
Age determines the change in purchasing choices made over a lifetime for example, personal tastes in clothing, food, furniture and creation change over the years by shape the buying habits of consumer. Occupation & economic status determine where a person shops and the type of products being choosed. Lifestyle is another factor that determines the kinds of products purchased. personality & self concept are unique to the individual as demonstrated in the persons buying behavior patterns. SOCIAL FACTORS Social factors that influence consumer purchasing include Family – Spouse, children, parents Peers – people belonging to the group of some sort ( friends, neighbours, co-workers) Doles, Status – position that determine purchasing choices. PSYCOLOGICAL FACTORS Perception: process of which people select & interpret information to form purchasing decisions. Motivation: A person to see satisfaction through purchase of product. Learning: Change that occurs in consumer purchasing choices arising from their experience. Beliefs: Descriptive thoughts a person has about the product Attitudes: Feelings & tendencies of customers towards the product.
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CULTURAL FACTORS Culture is the most basic reason for an individual’s wants and specific behavior in satisfying those want. Cultural influences vary from one country to country. In the main, culture are subcultures & social classes. Subcultures are made up of groups sharing value systems based on common life situations. For ex: Nationalities, Religions, Geographic regions. Subcultures is a form of socialstruture (or) social class. These classes share similar interests and behaviors that determine purchasing habits. The underlying principle is conformity to social class & culture.
1.2 THE CHENNAI SILKS:
The Founder of The Chennai Silks is Mr. Kulandaivel Mudaliar who entered the business in the year 1962. However its first textileshop was started in Tirupur in 1991 as “Kumaran Silks” later renamed as “The Chennai Silks” in 2001. They export clothes for chain stores in America and Europe including Docathlon, Cawetour, Tesco & Hanes. The largest textile kingdom in Tamilnadu, The Chennai Silks (TCS) has proven to be a shopper's delight for generations of families. It has a widespread reach with sprawling showrooms in ? ? ? ? ? ? ? ? . The Chennai Silks continues its endeavours to reach out to customers, beyond barries , The Chennai Silks has always been known to extend an exclusive and exquisite collection that keeps pace with the discerning customer's taste. It has the most exhautive collection of clothing for men, women and children, under on roof. These include Wedding Silks, Chennai, Coimbatore, Tirupur, Erode, Trichy, Karur, Ernakulam and Tirunelveli
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Designer Sarees, Cotton & Silk Sarees, Chudidars, Dress Materials, Traditional & Western Wear, Suitings & Shirtings, Formal & Casual Wear, Dhoties, Sherwanis & Children's Wear. With clothes for every season and every occasion, The Chennai Silks has indeed become the favourite family shop. The advanced supply chain Management makes automatic updation of stock, and therefore greater precision in inventory control. With on-time supply, The Chennai Silks enjoys a smooth rapport with its vendors, a relationship that has always been governed by ethical business practices & hassle-free online payments. Testifying to authentic products of The Chennai Silks , are the Silk Mark and Handloom Mark. In compliance with International Quality Management Systems, the Chennai & Coimbatore stores are certified with ISO 9001:2000 VISION AND VALUES OF THE CHENNAI SILKS:
At TCS, it is our unique value system that has made us what we are today. An ethical approach to business ensures integrity in all our dealings, making us synonymous with reliability and trustworthiness. Our core focus has always been to make sure that each person connected with us- our vendor, employee of customer – finds our association fulfilling as well as fruitfull. As we change with the times, we will ensure that our values stay constant, because more than anything else, we will remain a group that values its values
.
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ORGANISATIONAL STRUCTURE
MANAGEMENT
Managing Director
General Manager
Administrative Officer
Head of Department
Branch Manager
Human Resource Manager
? ? ? ? ? ?
Front Line Employees Floor Head Supervisor Training Supervisor Sales Person Sales Assist
? ? ? ? ?
Receptionist Customer Service Cashier Packing Persons Security
? ? ? ? ?
Back Office Employees Ad Department HR Dept In charge
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DEPARTMENT STRUCTURE: DEPARTMENTS
HRD
Purchase Dept
Finance, A/C Dept
Sales Dept
Ware House Dept
Ground Floor: The Ground Floor Comprises of the following items namely ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Hand looms Born baby collections Silk sarees Gents wedding collection Boys parts wear collection Party wear sarees Soft silk sarees Designer fancy sarees Chantheri cotton sarees Raw silk embroidery Manipuri cotton Jule silk Silky jall sarees Dupion silk Hpelli silk sarees Manipuri cotton sarees
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? ? ? ? CRM:
Pasima stone work Silk paradise set Nighty Girls inner wear
The CRM counter is Also present at the Ground floor The major functions of the CRM are 1. Club card issue 2. Gift voucher CLUB CARD ISSUE: Customer who purchase apparels on The Chennai Silks are given “ The Club Vivaha Card. The points are being added to this particular membership card. The customer start getting discounts one when they reach Rs 5000 & above. GIFT VOUCHER: Instant gift voucher is being provided according to the purchase value which can be redeemed within the specific date that is being mentioned in the voucher. I floor : The First Floor comprises of merchandise for both Boys and Girls The 1st floor is being divided into two segments 1. Boys 2. Girls In these sections the apparels that is being required for age 1 – 14 is being made available. The clothes for each age segment is being kept separately along with size & price.Which is very easy for the customers to make their choice. There are also sales persons to assist the customers. The billing is being done and the product are sent to the ground floor for delivery. The customers can further continue their purchase and whileleaving can collect their purchased goods. This is done for consumer convenience.
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Shirts, T-shirts, Cotton pants, Jeans, Partywear, Bermudas, Accessories like Belts, Caps, available for boys. Frock, Sarees, Western pavadai set, Midi, Skirt, Jeans, leggings, Tops, Pants, Girls salwar, choli is available at girls section. Lift, Billing section, Drinking water, Restroom, Trail room is available. Each and every place is being indicated properly through sign boards. The apparels are arrange in correct intervals, so the customers can move around and pick their choice. The floor is being controlled by the floor manager followed by the supervisor and finally by the sales persons. II floor : The Second Floor comprises of the following ? ? ? ? ? ? Gents ready made T-shirts Shirting & Suiting Cut piece Children’s wear Gents inner garments
The matching section is also present at The Chennai Silks. The segment such as ? ? ? ? ? ? ? Pillows Curtains Towels Matching blowes Doormats Blankets Bedsheets
are being made available in this section
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III floor: The Third Floor consist of Merchandise for women which includes ? ? ? ? ? ? ? ? ? ? ? ? Salwar – fancy, party wear Salwar kameez Dress materials Exclusive suits Running material Parachi dhavani Salwar Branded salwar Ladies tps Ladies jeans Ladies skirt Ladies legins
Total number of employees at The Chennai Silks are 481 (including partime workers 49) The Chennai Silks provides free lunch, Snacks for their employees. Compny has three kinds of shifts for employees: I shift -8.30 am to 7.30 pm II shift -9.00 am to 8.00 pm III shift -10.30 am to 9.30 pm There is a Separate parking facilities for 2 wheeler and 4 wheeler . Alteration of merchandise is being done in free of cost. Ther is a Waiting Hall for the customer’s convenience.
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1.3 NEED FOR THE STUDY :
The growth of the economy contributes to the increased percept
income of the individuals. This project is proposed to make an attempt to find out the purchase influencing factor of customer at The Chennai silks
in Tirupur. The study may be made in these regards to the factor like price,design, quality etc., which have immense influence over the satisfaction of customer .
To find out the difference and customer preference of variety of merchandise. Manufactures have to know what sort of persons buy their product and their
preference about the product.
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1.4 OBJECTIVES OF THE STUDY:
The primary objective of the study is to find the various factors the influence the customers to purchase the products at The Chennai Silks. The secondary objectives are as follows 1. To study the demography of the respondents 2. To study the awareness of products available in the outlet. 3. To find out the factors influencing the buying behavior of customers at The Chennai Silks. 4. To know the satisfaction of customers towards their purchases. 5. Based on the study to offer suggestion to the shop on improving the trade.
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CHAPTER-II
2.1 RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problems. It may be understood as a science of studying how research is done scientifically. It includes the overall research design, the sampling procedure, data collection method and analysis procedure. RESEARCH DESIGN Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of this research is description of state of affairs as it exists at present. In this survey the design used is descriptive in nature. The information is collected from the individuals and analyzed with the help of different statistical tools, pertaining to various factors that influence customers to buy he product. Moreover Cross table Analysis has been done for processing the data and information is derived to meet the objectives of the study.
2.2. SAMPLING DESIGN Since the populations of consumers are large in number, researcher was unable to collect information from all individuals due to limitation of time. So part of the population is taken for analyzing and generating the findings, which may be applicable for total market in convenient sampling techniques.
SIZE OF SAMPLING The sample size taken for the study is 110
SAMPLING METHOD Sampling design is to clearly define set of objects, technically called the universe to be studied. This research has finite set of universe and the sampling design used in the study is probability sampling. Convenient sampling method is used for the collection of data.
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2.3 SOURCES OF DATA COLLECTION Data was collected through both Primary and Secondary Data sources. Primary data was collected through a questionnaire. The research was done in the form of direct personal interviews. The Secondary data were collected the texts, computed respondents and websites.
2.4 SCOPE OF THE STUDY 1. The study highlights the purchase influencing factors of customers. 2. It studies the behavior pattern of the customers. 3. The study identifies the reason for consumer switch over. 4. The study highlights the market significance with reference to the market. 5. It studies the consumer awareness with respect to availability of various types of merchandise & brands. 6. It has analyzed for the reasons for purchase at The Chennai Silks.
2.5 STATISTICAL TOOLS: The data has been mainly analyzed by using the Percentage Analysis with appropriate charts, Correlation analysis and weighted averages analysis. 2.6.REVIEW OF LITERATURE 1. Dr.M.Ranganathan and Mrs.Shanti conducted a study on “The brand image on sarees” Indian journal of marketing.Vol xxiv,no2-3 februarry,March 1995,pp7-10.They concluded that manufacturers are taking a little effort only to solve the problems of consumers and the manufacturers only wanted to increase their sales. 2. Dr.G.V.Bharani Prasad and C.H. Sita Kumari , “ Indian Journal Of Marketing”,vol viii,no.1,September 1997,pp21-31.They found that advertising is influencing the purchase decision in the city more than the other factors. 3. K.Meenakchi sundaram “A study on The Consumer Preference for paints in Coimbatore city “,project report,2003. In the study they had found that all the consumer are expected service facility from the company.Regarding the price at Asian paints consumer hopes that
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the price is high and it should be reduced. Thus we can conclude that consumer regarding Asian paints are satisfied with the quality of paints but not its price. 4. P.Gowri.”Consumer Brand Preference for Wrist Watches in Coimbatore city”Project report apr.2005. From the study its being concluded that most people expect increased warrenty period and improve customer service.In the present scenario the quicker swallows the slower. 5. D.Geethamani “A study on The Customer Satisfaction in Hero Honda Bikes With Reference to Nithin Motors Agency.” Project report,June,2007.From the study it has been found that most people are being satisfied with the performance of Hero Honda bikes and the maintanence cost is also comparatively less than other company motocycles. 2.7 LIMITATIONS OF THE STUDY ? ? ? ? ? External factors which affect the price movements of the market. Time at the disposal of the researcher is limited. The size of the sample compared to the population is very small and hence it may not represent the whole population. The study and the findings need suitable modification when the commodity market condition changes. A structured questionnaire was the basis for collecting the data, so it has the usual deficiencies attached to this technique of data collection.
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CHAPTER-III
DATA ANALYSIS AND INTERPRETATION TABLE 3.1 GENDER OF THE RESPONDENTS: S. No 1. Gender Male No of respondents 61 Percentage 55.45
2.
Female
49
44.54
Total
110
100
Source: Primary Data Interpretation: The above table shows that 55.45% of the respondents are male and 44.54% of the respondents are female. Majority of the respondents are male.
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CHART 3.1 GENDER OF THE RESPONDENTS:
60
50
No of respondents
40
30 55.45 44.54 20
10
0
Male
Gender
Female
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TABLE 3.2 AGE OF THE RESPONDENTS:
S. No
Age
No respondents
of Percentage
1.
16 to 23 years
21
19.09
2.
24 to 31 years
39
35.45
3.
32 to 40 years
20
18.18
4.
40 to 47 years
19
17.27
5.
Above 47 Total
11 110
1
0 100
Source: Primary Data Interpretation: The above tables shows that 19.09% of the respondents belong to the age group of 16 to 23 years, 35.45% of the respondents belong to age group of 24 to 31 years, 18.18% of the respondents belong to age group of 32 to 40 years, 17.27% of the respondents belong to the age group of 40 to 47 years, 10% of the respondents belong to the age group of above 47 years. Majority of the respondents belong to the age group of 24 to 31 years.
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CHART 3.2 AGE OF THE RESPONDENTS:
40 35.45 35
30 No of respondents
25 19.09
20
18.18
17.27
15 10
10
5
0 16 to 23 yrs24 to 31 yrs32 to 40 yrs40 to 47 yrs Above 47 Age
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TABLE 3.3 INCOME LEVEL OF THE RESPONDENTS: S. No Income level No respondents 1. < 60,000 28 25.45 of Percentage
2.
60, 000 to 1,00,000
34
30.90
3.
1,00,000 to 1,50,000
21
19.09
4.
1,50,000 to 2,00,000
16
14.54
5.
Above 2,00,000 Total
11 110
1
0 100
Source: Primary Data Interpretation: The above table shows that 25.45% of the respondents income level is < 60,000, 30.90% of the respondents income level is 60,000 to 1,00,000, 19.09% of the respondents income level is 1,00,000 to 1,50,000, 14.54% of the respondents income level is 1,50,000 to 2,00,000, 10% of the respondents income level is above 2,00,000. Majority of the respondents income level is 60,000 to 1,00,000.
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CHART 3.3 INCOME LEVEL OF THE RESPONDENTS:
Above 2,00,000 10% 1,50,000 to 2,00,000 15%
< 60,000 25%
< 60,000 60, 000 to 1,00,000 1,00,000 to 1,50,000 1,50,000 to 2,00,000 Above 2,00,000
1,00,000 to 1,50,000 19%
60, 000 to 1,00,000 31%
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TABLE 3.4 MARITAL STATUS OF THE RESPONDENTS: S. No Marital status 1. Married 69 62.72 No of respondents Percentage
2.
Single
41
37.27
Total
110
100
Source: Primary Data Interpretation: The above table shows that 62.72% of the respondents are married, 37.27% of the respondents are single. Majority of the respondents are married.
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CHART 3.4 MARITAL STATUS OF THE RESPONDENTS:
70 60 50 40 62.72 30 20 10 0 Married Single Marital Status 37.27
No of respondents
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TABLE 3.5 NUMBER OF MEMBERS IN THE FAMILY:
S. No
No of members in No the family respondents 11
of Percentage
1.
2 members
10
2.
3
members
30
27.27
3. 4 members
36
32.72
4.
4
members
19
17.27
5.
Above 5 Total
14 110
12.72 100
Source: Primary Data Interpretation: The above table shows that 10% of the respondents are 2 members in the family, 27.27% of the respondents are 3 members in the family, 32.72% of the respondents are 4 members in the family, 17.27 of the respondents are 5 members in the family, 12.72% of the respondents are above 5 members in the family. Majority of the respondents are 3 members in the family.
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CHART 3.5 NUMBER OF MEMBERS IN THE FAMILY:
35 30 25
No of respondents
20
15 10 5 0
Series1
2 memb ers 10
3 memb ers 27.27
4 memb ers 32.72
5 memb ers 17.27
Above 5 12.72
No of members in the family
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TABLE 3.6 OCCUPATIONAL STATUS OF THE RESPONDENTS: S. No Occupational Status No respondents 1. Government employee 21 19.09 of Percentage
2.
Private employee
40
36.36
3.
Business Person
19
17.27
4.
Agriculturalist
25
22.72
5.
Others Total
5 110
4.54 100
Source: Primary Data Interpretation: The above table shows that 19.09% of the respondents are government employee, 36.36% of the respondents are private employee, 17.27% of the respondents are business person, 22.72% of the respondents are agriculturalist, 4.54% of the respondents belong to other category. Majority of the respondents are private employee.
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CHART 3.6 OCCUPATIONAL STATUS OF THE RESPONDENTS:
40 36.36 35
30
25
22.72 19.09 17.27
20
15 No of respondents
10
5
4.54
0 Government employee Private employee Business Person Agriculturalist Others
Occupational status
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TABLE 3.7 REFERENCE GOT BY RESPONDENTS FROM S. No Reference from No respondents 1. Friends 19 17.27 of Percentage
2.
Peers
15
13.63
3.
Relatives
27
24.54
4.
Advertisement
45
40.90
5.
Self induced Total
4 110
3.63 100
Source: Primary Data Interpretation: The above table shows that 17.27% of the respondents refer from friends, 13.63% of the respondents refer from peers, 24.54% of the respondents refer from relatives, 40.90% of the respondents refer from advertisement, 3.63% of the respondents are self induced. Majority of the respondents refer from advertisement.
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CHART 3.7 REFERENCE GOT BY RESPONDENTS FROM:
45 40
40.9
35
30 25 20 17.27 13.63 24.54
No15 of respondent 10 s 5 0
Friends
3.63
Peers Relatives Advertisement Self induced
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TABLE 3.8 SATISFACTION OF RESPONDENTS WITH THE LOCATION OF THE STORE:
S. No
Satisfaction with the No location of store respondents 29
of Percentage
1.
Highly satisfied
26.36
2.
Satisfied
38
34.34
3.
Neutral
23
20.90
4.
Dissatisfied
17
15.45
5.
Highly dissatisfied Total
3 110
2.72 100
Source: Primary Data Interpretation: The above table shows that 26.36% of the respondents are highly satisfied with the location of the store, 34.34% of the respondents are satisfied with the location of the store, 20.90% of the respondents belong to neutral, 15.45% of the respondents are dissatisfied with the location of the store, 2.72% of the respondents are highly dissatisfied with the location of the store. Majority of the respondents are satisfied with the location of the store.
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CHART 3.8 SATISFACTION OF RESPONDENTS WITH THE LOCATION OF THE STORE
40 35 30 26.36 No of respondents 25 20.9 20 15.45 15 34.34
10
5 0
2.72
Satisfaction with the location of store
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TABLE 3.9 SATISFACTION OF RESPONDENTS FACILITIES OF THE STORE S. No Satisfaction with the No parking facilities 1. Highly satisfied 30 27.27 & other respondents of Percentage WITH THE PARKING & OTHER
2.
Satisfied
45
40.90
3.
Neutral
10
9.09
4.
Dissatisfied
15
13.63
5.
Highly dissatisfied Total
10 110
9.09 100
Source: Primary Data Interpretation: The above table shows that 27.27% of the respondents are highly satisfied with the parking & other facilities of the store, 40.90% of the respondents are satisfied with the parking & other facilities of the store, 9.09% of the respondents belong to neutral, 13.63% of the respondents are dissatisfied with the parking & other facilities of the store, 9.09% of the respondents are highly dissatisfied with the parking & other facilities of the store. Majority of the respondents are satisfied with the parking & other facilities of the store.
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CHART 3.9 SATISFACTION OF RESPONDENTS WITH THE PARKING & OTHER
FACILITIES OF THE STORE
Highly dissatisfied 9% Highly satisfied 27%
Highly satisfied Satisfied Neutral Dissatisfied
Dissatisfied 14%
Neutral 9%
Satisfied 41%
Highly dissatisfied
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TABLE 3.10 SATISFACTION OF THE RESPONDENTS WITH THE AMBIENCE OF THE STORE: S. No Satisfaction with the No ambience of the store 1. Highly satisfied respondents 27 24.54 of Percentage
2.
Satisfied
41
37.27
3.
Neutral
19
17.27
4.
Dissatisfied
10
9.09
5.
Highly dissatisfied Total
13 110
11.81 100
Source: Primary Data Interpretation: The above table shows that 24.54% of the respondents are highly satisfied with the ambience of the store, 37.27% of the respondents are satisfied with the ambience of the store, 17.27% of the respondents are belong to neutral, 9.09% of the respondents are dissatisfied with the ambience of the store, 11.81% of the respondents are highly dissatisfied with the ambience of the store. Majority of the respondents are satisfied with the ambience of the store.
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CHART 3.10 SATISFACTION OF THE RESPONDENTS WITH THE AMBIENCE OF THE STORE
40 35 30 25 20 No of respondents 15 10 5 0
Series1
Highly satisfi ed 24.54
Satisfi ed 37.27
Neutr al 17.27
Dissat isfied 9.09
Highly dissati sfied 11.81
Satisfaction with the ambience of the store
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TABLE 3.11 SATISFACTION OF THE RESPONDENTS WITH THE VISUAL
MERCHANDISING PLACEMENT PROCESS: S. No Satisfaction with the No visual merchandising respondents placement process 1. Highly satisfied 24 21.81 of Percentage
2.
Satisfied
47
42.72
3.
neutral
17
15.45
4.
Dissatisfied
13
11.81
5.
Highly dissatisfied
9
8.18
Total Source: Primary Data Interpretation:
110
100
The above tables shows that 21.81% of the respondents are highly satisfied with the visual merchandising placement process, 35.45% of the respondents are satisfied with the visual merchandising placement process, 23.63% of the respondents belong to neutral, 9.09% of the respondents are dissatisfied with the visual merchandising placement process, 4.54% of the respondents are highly dissatisfied with the visual merchandising placement process. Majority of the respondents are satisfied with the visual merchandising placement process.
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CHART 3.11 SATISFACTION OF THE RESPONDENTS WITH THE VISUAL
MERCHANDISING PLACEMENT PROCESS
Highly dissatisfied 8% Highly satisfied 22%
Dissatisfied 12%
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
Neutral 15%
Satisfied 43%
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TABLE 3.12 SATISFACTION OF THE RESPONDENTS WITH THE QUALITY OF
MERCHANDISE OFFERED S. No Satisfaction with the No quality merchandise 1. Highly satisfied 30 27.27 of respondents of Percentage
2.
Satisfied
39
35.45
3.
Neutral
26
23.63
4.
Dissatisfied
10
9.09
5.
Highly dissatisfied Total
5 110
4.54 100
Source: Primary Data Interpretation: The above tables shows that 27.27% of the respondents are highly satisfied with the quality of merchandise offered, 35.45% of the respondents are satisfied with the quality of merchandise offered, 23.63% of the respondents belong to neutral, 9.09% of the respondents are dissatisfied with the quality of merchandise offered, 4.54% of the respondents are highly dissatisfied with the quality of merchandise offered. Majority of the respondents are satisfied with the quality of merchandise offered.
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CHART 3.12 SATISFACTION OF THE RESPONDENTS WITH THE QUALITY OF
MERCHANDISE OFFERED
40 35.45 35 30 No of respondents 25 20 15 10 5 0 9.09 4.54
27.27 23.63
Satisfaction with merchandising placement process
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TABLE 3.13 SATISFACTION OF THE RESPONDENTS WITH THE PERIVALE OF
MERCHANDISE OFFERED
S. No
Satisfaction with the No Perivale merchandise offered of respondents
of Percentage
1.
Highly satisfied
21
19.09
2.
Satisfied
42
38.18
3.
Neutral
27
24.54
4.
Dissatisfied
12
10.90
5.
Highly dissatisfied Total
8 110
7.27 100
Source: Primary Data Interpretation: The above tables shows that 19.09% of the respondents are highly satisfied with the perivale of merchandise offered, 38.18% of the respondents are satisfied with the perivale of merchandise offered, 24.54% of the respondents belong to neutral, 10.90% of the respondents are dissatisfied with the perivale of merchandise offered, 7.27% of the respondents are highly dissatisfied with the perivale of merchandise offered. Majority of the respondents are satisfied with the perivale of merchandise offered.
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CHART 3.13 SATISFACTION OF THE RESPONDENTS WITH THE PERIVALE OF
MERCHANDISE OFFERED
40 35 30 25 20 15 10 5 0
No of respondents
Series1
Highl y satisfi ed 19.09
Satisfi ed
Neutr al
Dissa tisfied
38.18
24.54 10.9 Satisfaction
Highl y dissat isfied 7.27
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TABLE 3.14 SATISFACTION OF THE RESPONDENTS WITH THE AVAILABILITY OF DIFFERENT KIND OF MERCHANDISE FOR ALL CATEGORY OF PEOPLE S. No Satisfaction with the No availability different kind of respondents of of Percentage
merchandise for all people 1. Highly satisfied 28 25.45
2.
Satisfied
37
33.63
3.
Neutral
20
18.18
4.
Dissatisfied
17
15.45
5.
Highly dissatisfied Total
8 110
7.27 100
Source: Primary Data Interpretation: The above tables shows that 25.45% of the respondents are highly satisfied with the availability of different kind of merchandise for all people, 33.63% of the respondents are satisfied with the availability of different kind of merchandise for all people, 18.18% of the respondents belong to neutral, 15.45% of the respondents are dissatisfied with the availability of different kind of merchandise for all people, 7.27% of the respondents are highly dissatisfied with the availability of different kind of merchandise for all people.
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Majority of the respondents are satisfied with the availability of different kind of merchandise for all people.
CHART 3.14 SATISFACTION OF THE RESPONDENTS WITH THE AVAILABILITY OF DIFFERENT KIND OF MERCHANDISE FOR ALL CATEGORY OF PEOPLE
40 35 30 No of respondents 25.45 25 20 15 10 5 0 18.18 15.45 33.63
7.27
Satisfaction
42
TABLE 3.15 SATISFACTION WITH THE AVAILABILITY OF VARIOUS BRANDS IN THE STORE S. No Satisfaction with the No availability of various respondents brands in the store 1. Highly satisfied 34 30.90 of Percentage
2.
Satisfied
39
35.45
3.
Neutral
19
17.27
4.
Dissatisfied
8
7.27
5.
Highly dissatisfied Total
10 110
9.09 100
Source: Primary Data Interpretation: The above tables shows that 30.90% of the respondents are highly satisfied with the availability of various brands in the store, 35.45% of the respondents are satisfied with the availability of various brands in the store, 17.27% of the respondents belong to neutral, 7.27% of the respondents are dissatisfied with availability of various brands in the store, 9.09% of the respondents are highly dissatisfied with the availability of various brands in the store. Majority of the respondents are satisfied with the availability of various brands in the store.
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CHART 3.15 SATISFACTION OF THE RESPONDENTS WITH THE AVAILABILITY OF VARIOUS BRANDS IN THE STORE
40
35.45 35 30.9 30
25 No of respondents
20 17.27 15
10 7.27 5
9.09
0 Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
Satisfaction with the availability of various brands in the store
44
TABLE 3.16 SATISFACTION OF THE RESPONDENTS WITH THE STAFF ASSISTANCE IN THE STORE S. No Satisfaction with the No staff assistance in the respondents store 1. Highly satisfied 40 36.36 of Percentage
2.
Satisfied
31
28.18
3.
Neutral
19
17.27
4.
Dissatisfied
10
9.09
5.
Highly dissatisfied Total
10 110
9.09 100
Source: Primary Data Interpretation: The above tables shows that 36.36% of the respondents are highly satisfied with the staff assistance in the store, 28.18% of the respondents are satisfied with the staff assistance in the store, 17.27% of the respondents belong to neutral, 9.09% of the respondents are dissatisfied with the staff assistance in the store, 9.09% of the respondents are highly dissatisfied with the staff assistance in the store. Majority of the respondents are satisfied with the staff assistance in the store.
45
CHART 3.16 SATISFACTION OF THE RESPONDENTS WITH THE STAFF ASSISTANCE IN THE STORE
40 35 No of respondents 30 25 20
36.36
28.18
17.27
15
10 5 0 9.09 9.09
Satisfaction with the staff assistance in the store
46
TABLE 3.17 SATISFACTION OF THE RESPONDENTS WITH THE CUSTOMER
RELATIONSHIP MANAGEMENT PROGRAM S. No Satisfaction with the No customer relationship respondents management program 1. Highly satisfied 32 29.09 of Percentage
2.
Satisfied
47
42.72
3.
Neutral
10
9.09
4.
Dissatisfied
17
15.45
5.
Highly dissatisfied Total
4 110
3.63 100
Source: Primary Data Interpretation: The above tables shows that 29.09% of the respondents are highly satisfied with the customer relationship management program, 42.72% of the respondents are satisfied with customer relationship management program, 9.09% of the respondents belong to neutral, 15.45% of the respondents are dissatisfied with the customer relationship management program, 3.63% of the respondents are highly dissatisfied with the customer relationship management program. Majority of the respondents are satisfied with the customer relationship management program
47
CHART 3.17 SATISFACTION OF THE RESPONDENTS WITH THE CUSTOMER
RELATIONSHIP MANAGEMENT PROGRAM
45 40 35 30 29.09
42.72
No of respondents
25 20 15.45
15
10 5 0
9.09
3.63
Series1
Highl Satisfi Neutr Dissa Highl y ed al tisfied y satisfi dissat ed isfied 29.09 42.72 9.09 15.45 3.63 Customer relatiosnship management
48
TABLE 3.18 FREQUENCY OF VISIT TO THE STORE BY THE RESPONDENTS IN ONE YEAR
S. No
Frequency of visit to No the store in one year respondents 18
of Percentage
1.
1 time
16.36
2.
2 times
33
30
3.
3 times
39
35.45
4.
5
times
13
11.81
5.
5 & above Total
7
6.36
110
100
Source: Primary Data Interpretation: The above table shows that 16.36% of the respondents visit the store 1 time in a year, 30% of the respondents visit the store 2 times in a year, 35.45% of the respondents visit the store 3 times in a year, 11.81% of the respondents visit the store 4 times in a year, 6.36% of the respondents visit the store 5 times & above in a year. Majority of the respondents visit the store 1 time in a year.
49
CHART 3.18 FREQUENCY OF VISIT TO THE STORE BY THE RESPONDENTS IN ONE YEAR
40 35.45 35 30 25 20 No of 16.36 respondent 15 s 10 5 30
11.81 6.36
0
1 time
2 times
3 times
4 times
5& above
Frequency of visit
50
Correlation analysis
1.Relationship between Income level and frequency of visit to the store: X - Income level 28 34 33 21 39 16 13 11 7 110 110
Y- Frequency of 18 visit to the store
The table below describes the income level of the respondents and their frequency of visit to the store. TABLE 3.19: X 28 34 21 16 11 ?X=110 Y 18 33 39 13 7 ?Y=110 X² 784 1156 441 256 121 ?X²=2758 Y² 324 1089 1521 169 49 ?Y²=3152 XY 504 1122 819 208 77 ?XY=2730
n=5
n ?XY -?X?Y Correlation formula Y= n ?X² - (?X)² * n ?Y² - (?Y)² =
51
5 (2730) – (110*110) = 0.62
5(2758) – (110) ²
5(3152) – (110) ²
The above table shows a positive correlation between the income level of the respondents and their frequency of visit to the store.
52
2) Relationship between the price range and the quality of merchandise being offered
n=5
X – Price range YQuality
21 of 30
42 39
27 26
12 10
8 5
110 110
merchandise
The table below describes the price range of the merchandise and the quality of the merchandise being offered.
TABLE 3.20:
X 21 42 27 12 8 ?X=110
Y 30 39 26 10 5 ?Y=110
X² 441 1764 729 144 64 ?X²=3142
Y² 900 1521 676 100 25 ?Y²=3222
XY 630 1638 702 120 40 ?XY=3130
53
n ?XY -?X?Y Correlation formula Y= n?X² - (?X)² * n?Y² - (?Y)² =
5 (3130) – (110*110) =
5(3142) – 12,100
5(3222) – 12,100
0.9330
The above table shows a highly positive correlation between the price range and quality of merchandise being offered.
54
Weighted Average Method
The following table (a) describes the level of perception and table (b) describes the weighted average level of perception. Table : S.no Particulars Highly Satisfied 1 2 Location Parking Other facilities 3 4 5 6 7 Ambience V.M Quality Price range Various kinds of 27 24 30 21 28 41 47 39 42 37 41 47 39 42 37 10 13 10 12 17 13 9 5 8 8 110 110 110 110 110 29 & 30 Satisfie d Neutral Dis satisfied 23 45 17 15 Highly Dissatisfied 3 10 110 110 Total
38 45
merchandise 8 Various brands 9 Staff assistance 10 C.R.M 32 47 47 17 4 110 40 31 31 10 10 110 34 39 39 8 10 110
Source : Primary Data
55
TABLE 3.21 :
S.no Particulars
Individual Mean
Mean score total
Rank
5 1 2 Location 1.305
4
3
2
1 3.627 3.6 6 7
1.368 0.621 1.62 0.27
0.306 0.027 0.27 0.090
Parking & other 1.35 facilities
3
Ambience the store
of 1.215
1.476 0.513
0.18
0.118
3.502
10
4
Visual merchandising
1.08
1.692 0.459
0.234 0.081
3.546
9
5
Quality of the 1.35 product
1.404 0.702
0.18
0.045
3.681
3
6 7
Price range
0.945
1.512 0.729 1.332 0.54
0.216 0.072 0.306 0.072
3.474 3.51
5 8
Availability of 1.26 various kinds of merchandise
8
Availability of 1.53 various kinds of brands
1.404 0.573
0.144 0.090
3.681
3
9 10
Staff assistance Customer relationship management
1.8 1.44
1.116 0.513 1.692 0.27
0.18
0.090
3.699 3.744
2 1
0.306 0.036
56
PIE CHART:
1 2 3 4 5 6 7 8 9 10
The above table shows the weighted average are rank given by the respondents towards the perception level. The customer relationship management has secured an high score and stood at rank 1 followed by staff assistance at rank 2, availability of various kind of brands & quality at rank 3, price range of ranks, location of the store at rank 6, parking facilities at rank 7, various kinds of merchandise availability at rank 8, visual merchandising at rank 9, and the ambience of the store at rank 10.
57
CHAPTER-IV
4.1.FINDINGS: ? Majority of the respondents are male. ? Majority of the respondents belong to the age group of 24 to 31 years. ? Majority of the respondents income level is 60,000 to 1,00,000. ? Majority of the respondents are married. ? Majority of the respondents are 3 members in the family. ? Majority of the respondents are private employee. ? 24.54% of the respondents refer from relatives, 40.90% of the respondents refer from advertisement, 3.63% of the respondents are self induced. ? Majority of the respondents are satisfied with the location of the store. ? Majority of the respondents are satisfied with the parking & other facilities of the store. ? Majority of the respondents are satisfied with the ambience of the store. ? Majority of the respondents are satisfied with the visual merchandising placement process. Majority of the respondents are satisfied with the quality of merchandise offered. ? Majority of the respondents are satisfied with the perivale of merchandise offered. ? Majority of the respondents are satisfied with the availability of different kind of merchandise for all people. ? Majority of the respondents are satisfied with the availability of various brands in the store. Majority of the respondents are satisfied with the staff assistance in the store. ? Majority of the respondents are satisfied with the customer relationship management program. ? Majority of the respondents visit the store 1 time in a year.
58
4.2.SUGGESTION: The major findings of the study as enumerated above throw some interesting aspects about the people preferences, tastes and factors which influence their choice of dress materials etc. The Chennai silks shop at the heart of Tirupur is attracting people folk by offering quality, price worthy and durable collection of dresses of mind boggling exquisite variety.
? The sales personal should be trained in customer service and how to handle nudging customers. ? Customer satisfaction should be taken care of as the foremost importance. ? The customer requirement, the prices at which they may like to buy etc are to get before displaying the wears.
59
CHAPTER-V
5.1.CONCLUSION: It was inferred from the study that customer were satisfied with the shop. They prefer all types of dresses on rare occasions a few of them buy bulk dresses. The buying behavior was influenced by price, quality, design and fashion etc. The Chennai silks is growing popular among the men and women and people from neighboring districts also visits the shop for purchases of all types of dresses on social functions and festivals. It was observed that in general, most of the respondents visit the shop 3 times in a year. Most of the people are satisfied with the customers relationship management program.
60
BIBLIOGRAPHY: Books:
1. Philip Kotler, “Principles of Marketing”, Prentice Hall of India Private Limited Publication, 7th Edition – 1977. 2. C.R.Kothari “Research Methodology”,Viswa Prakasan, NewDelhi, 2000. 3. “Marketing Management” Rajan Saxena 4. 5. “Research & business research methods” C.William Emory “Project work guide lines” M.Shiva Kumar
Website: www.Yahoo search.com www.Google .com www.wikipedia.com
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APPENDIX : QUESTIONAIRE : 1. Name: 2. Gender: a) Male 3. Age : a) 16 to 23 years c) 32 to 40 years e) Above 47 years 4. Income level: a) 5,000 to 10,000 c) 20,000 to 30,000 e) Above 40,000 5. Marital status: a) Married 6. Number of members in the family a) 2 members c) 4 members e) Above 5 members 7. Occupational status a) Govt employee c) Business person e) Other 8. Reference from a) Friends c) Relatives e) Self Induced b) Peers d) Advertisement b) Private employee d) Agriculturist b) 3 members d) 5 members b) Unmarried b) 10,000 to 20,000 d) 30,000 to 40,000
b) Female b) 24 to 31 years d) 40 to 47 years
62
9. Are you satisfied with the location of the store? a) Highly satisfied c) Neutral e) Highly dissatisfied 10. Are you satisfied with the parking & other facilities provided? a) Highly satisfied c) Neutral e) Highly dissatisfied 11. Are you satisfied with the ambience of the store? a) Highly satisfied c) Neutral e) Highly dissatisfied 12. Are you satisfied with the visual merchandising placement process. a) Highly satisfied c) Neutral e) Highly dissatisfied 13. Are you satisfied with the quality of merchandise offered? a) Highly satisfied c) Neutral e) Highly dissatisfied 14. Are you satisfied with the prievange of merchandise offered? a) Highly satisfied c) Neutral e) Highly dissatisfied 15. Are you satisfied with the availability of different kind of merchandise to all Categories of people b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied
63
a) Highly satisfied c) Neutral e) Highly dissatisfied
b) Satisfied d) Dissatisfied
16. Are you satisfied with the availability of various brands in the store? a) Highly satisfied c) Neutral e) Highly dissatisfied 17. Are you satisfied with the staff assistance in the store? a) Highly satisfied c) Neutral e) Highly dissatisfie 18. Are you satisfied with the customer relationship management program? a) Highly satisfied c) Neutral e) Highly dissatisfied 19. Frequency of visit to the store in one year a) 1 time b) 2 times c) 3 times d) 4 times e) 5 & above b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied
20. Opinion about the merchandise comparing to other shops 21. Suggestions if any
64
doc_110687918.docx
Marketing Project
CHAPTER-I
1.1 INTRODUCTION
Consumer behaviour is the study of individuals, groups, or organizations and the processes they use to select, secure, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It studies characteristics of individual consumers such as demographics and behavioural variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general.Customer behaviour study is based on consumer buying behaviour, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behaviour is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the rediscovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalisation, customisation and one-to-one marketing.
FACTORS THAT INFLUENCES CONSUMER PURCHASING: Consumer purchasing or buying behavior is a decision making process by the consumer to buy a particular product. A consumer will search for select and purchase a product or service for use and disposal based on personal wants and needs. Various factors influence purchasing habits including personal, social, psychological & cultural factors. Business & researchers study consumer behavior to get a better understanding about the factors that influence consumer purchasing decisions. PERSONAL FACTORS Personal factors that influence consumer purchasing include ? ? ? The consumer age Occupation Economic status
1
? ? ?
Lifestyle Personality Self concept
Age determines the change in purchasing choices made over a lifetime for example, personal tastes in clothing, food, furniture and creation change over the years by shape the buying habits of consumer. Occupation & economic status determine where a person shops and the type of products being choosed. Lifestyle is another factor that determines the kinds of products purchased. personality & self concept are unique to the individual as demonstrated in the persons buying behavior patterns. SOCIAL FACTORS Social factors that influence consumer purchasing include Family – Spouse, children, parents Peers – people belonging to the group of some sort ( friends, neighbours, co-workers) Doles, Status – position that determine purchasing choices. PSYCOLOGICAL FACTORS Perception: process of which people select & interpret information to form purchasing decisions. Motivation: A person to see satisfaction through purchase of product. Learning: Change that occurs in consumer purchasing choices arising from their experience. Beliefs: Descriptive thoughts a person has about the product Attitudes: Feelings & tendencies of customers towards the product.
2
CULTURAL FACTORS Culture is the most basic reason for an individual’s wants and specific behavior in satisfying those want. Cultural influences vary from one country to country. In the main, culture are subcultures & social classes. Subcultures are made up of groups sharing value systems based on common life situations. For ex: Nationalities, Religions, Geographic regions. Subcultures is a form of socialstruture (or) social class. These classes share similar interests and behaviors that determine purchasing habits. The underlying principle is conformity to social class & culture.
1.2 THE CHENNAI SILKS:
The Founder of The Chennai Silks is Mr. Kulandaivel Mudaliar who entered the business in the year 1962. However its first textileshop was started in Tirupur in 1991 as “Kumaran Silks” later renamed as “The Chennai Silks” in 2001. They export clothes for chain stores in America and Europe including Docathlon, Cawetour, Tesco & Hanes. The largest textile kingdom in Tamilnadu, The Chennai Silks (TCS) has proven to be a shopper's delight for generations of families. It has a widespread reach with sprawling showrooms in ? ? ? ? ? ? ? ? . The Chennai Silks continues its endeavours to reach out to customers, beyond barries , The Chennai Silks has always been known to extend an exclusive and exquisite collection that keeps pace with the discerning customer's taste. It has the most exhautive collection of clothing for men, women and children, under on roof. These include Wedding Silks, Chennai, Coimbatore, Tirupur, Erode, Trichy, Karur, Ernakulam and Tirunelveli
3
Designer Sarees, Cotton & Silk Sarees, Chudidars, Dress Materials, Traditional & Western Wear, Suitings & Shirtings, Formal & Casual Wear, Dhoties, Sherwanis & Children's Wear. With clothes for every season and every occasion, The Chennai Silks has indeed become the favourite family shop. The advanced supply chain Management makes automatic updation of stock, and therefore greater precision in inventory control. With on-time supply, The Chennai Silks enjoys a smooth rapport with its vendors, a relationship that has always been governed by ethical business practices & hassle-free online payments. Testifying to authentic products of The Chennai Silks , are the Silk Mark and Handloom Mark. In compliance with International Quality Management Systems, the Chennai & Coimbatore stores are certified with ISO 9001:2000 VISION AND VALUES OF THE CHENNAI SILKS:
At TCS, it is our unique value system that has made us what we are today. An ethical approach to business ensures integrity in all our dealings, making us synonymous with reliability and trustworthiness. Our core focus has always been to make sure that each person connected with us- our vendor, employee of customer – finds our association fulfilling as well as fruitfull. As we change with the times, we will ensure that our values stay constant, because more than anything else, we will remain a group that values its values
.
4
ORGANISATIONAL STRUCTURE
MANAGEMENT
Managing Director
General Manager
Administrative Officer
Head of Department
Branch Manager
Human Resource Manager
? ? ? ? ? ?
Front Line Employees Floor Head Supervisor Training Supervisor Sales Person Sales Assist
? ? ? ? ?
Receptionist Customer Service Cashier Packing Persons Security
? ? ? ? ?
Back Office Employees Ad Department HR Dept In charge
5
DEPARTMENT STRUCTURE: DEPARTMENTS
HRD
Purchase Dept
Finance, A/C Dept
Sales Dept
Ware House Dept
Ground Floor: The Ground Floor Comprises of the following items namely ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? ? Hand looms Born baby collections Silk sarees Gents wedding collection Boys parts wear collection Party wear sarees Soft silk sarees Designer fancy sarees Chantheri cotton sarees Raw silk embroidery Manipuri cotton Jule silk Silky jall sarees Dupion silk Hpelli silk sarees Manipuri cotton sarees
6
? ? ? ? CRM:
Pasima stone work Silk paradise set Nighty Girls inner wear
The CRM counter is Also present at the Ground floor The major functions of the CRM are 1. Club card issue 2. Gift voucher CLUB CARD ISSUE: Customer who purchase apparels on The Chennai Silks are given “ The Club Vivaha Card. The points are being added to this particular membership card. The customer start getting discounts one when they reach Rs 5000 & above. GIFT VOUCHER: Instant gift voucher is being provided according to the purchase value which can be redeemed within the specific date that is being mentioned in the voucher. I floor : The First Floor comprises of merchandise for both Boys and Girls The 1st floor is being divided into two segments 1. Boys 2. Girls In these sections the apparels that is being required for age 1 – 14 is being made available. The clothes for each age segment is being kept separately along with size & price.Which is very easy for the customers to make their choice. There are also sales persons to assist the customers. The billing is being done and the product are sent to the ground floor for delivery. The customers can further continue their purchase and whileleaving can collect their purchased goods. This is done for consumer convenience.
7
Shirts, T-shirts, Cotton pants, Jeans, Partywear, Bermudas, Accessories like Belts, Caps, available for boys. Frock, Sarees, Western pavadai set, Midi, Skirt, Jeans, leggings, Tops, Pants, Girls salwar, choli is available at girls section. Lift, Billing section, Drinking water, Restroom, Trail room is available. Each and every place is being indicated properly through sign boards. The apparels are arrange in correct intervals, so the customers can move around and pick their choice. The floor is being controlled by the floor manager followed by the supervisor and finally by the sales persons. II floor : The Second Floor comprises of the following ? ? ? ? ? ? Gents ready made T-shirts Shirting & Suiting Cut piece Children’s wear Gents inner garments
The matching section is also present at The Chennai Silks. The segment such as ? ? ? ? ? ? ? Pillows Curtains Towels Matching blowes Doormats Blankets Bedsheets
are being made available in this section
8
III floor: The Third Floor consist of Merchandise for women which includes ? ? ? ? ? ? ? ? ? ? ? ? Salwar – fancy, party wear Salwar kameez Dress materials Exclusive suits Running material Parachi dhavani Salwar Branded salwar Ladies tps Ladies jeans Ladies skirt Ladies legins
Total number of employees at The Chennai Silks are 481 (including partime workers 49) The Chennai Silks provides free lunch, Snacks for their employees. Compny has three kinds of shifts for employees: I shift -8.30 am to 7.30 pm II shift -9.00 am to 8.00 pm III shift -10.30 am to 9.30 pm There is a Separate parking facilities for 2 wheeler and 4 wheeler . Alteration of merchandise is being done in free of cost. Ther is a Waiting Hall for the customer’s convenience.
9
1.3 NEED FOR THE STUDY :
The growth of the economy contributes to the increased percept
income of the individuals. This project is proposed to make an attempt to find out the purchase influencing factor of customer at The Chennai silks
in Tirupur. The study may be made in these regards to the factor like price,design, quality etc., which have immense influence over the satisfaction of customer .
To find out the difference and customer preference of variety of merchandise. Manufactures have to know what sort of persons buy their product and their
preference about the product.
10
1.4 OBJECTIVES OF THE STUDY:
The primary objective of the study is to find the various factors the influence the customers to purchase the products at The Chennai Silks. The secondary objectives are as follows 1. To study the demography of the respondents 2. To study the awareness of products available in the outlet. 3. To find out the factors influencing the buying behavior of customers at The Chennai Silks. 4. To know the satisfaction of customers towards their purchases. 5. Based on the study to offer suggestion to the shop on improving the trade.
11
CHAPTER-II
2.1 RESEARCH METHODOLOGY Research methodology is a way to systematically solve the research problems. It may be understood as a science of studying how research is done scientifically. It includes the overall research design, the sampling procedure, data collection method and analysis procedure. RESEARCH DESIGN Descriptive research includes surveys and fact-finding enquiries of different kinds. The major purpose of this research is description of state of affairs as it exists at present. In this survey the design used is descriptive in nature. The information is collected from the individuals and analyzed with the help of different statistical tools, pertaining to various factors that influence customers to buy he product. Moreover Cross table Analysis has been done for processing the data and information is derived to meet the objectives of the study.
2.2. SAMPLING DESIGN Since the populations of consumers are large in number, researcher was unable to collect information from all individuals due to limitation of time. So part of the population is taken for analyzing and generating the findings, which may be applicable for total market in convenient sampling techniques.
SIZE OF SAMPLING The sample size taken for the study is 110
SAMPLING METHOD Sampling design is to clearly define set of objects, technically called the universe to be studied. This research has finite set of universe and the sampling design used in the study is probability sampling. Convenient sampling method is used for the collection of data.
12
2.3 SOURCES OF DATA COLLECTION Data was collected through both Primary and Secondary Data sources. Primary data was collected through a questionnaire. The research was done in the form of direct personal interviews. The Secondary data were collected the texts, computed respondents and websites.
2.4 SCOPE OF THE STUDY 1. The study highlights the purchase influencing factors of customers. 2. It studies the behavior pattern of the customers. 3. The study identifies the reason for consumer switch over. 4. The study highlights the market significance with reference to the market. 5. It studies the consumer awareness with respect to availability of various types of merchandise & brands. 6. It has analyzed for the reasons for purchase at The Chennai Silks.
2.5 STATISTICAL TOOLS: The data has been mainly analyzed by using the Percentage Analysis with appropriate charts, Correlation analysis and weighted averages analysis. 2.6.REVIEW OF LITERATURE 1. Dr.M.Ranganathan and Mrs.Shanti conducted a study on “The brand image on sarees” Indian journal of marketing.Vol xxiv,no2-3 februarry,March 1995,pp7-10.They concluded that manufacturers are taking a little effort only to solve the problems of consumers and the manufacturers only wanted to increase their sales. 2. Dr.G.V.Bharani Prasad and C.H. Sita Kumari , “ Indian Journal Of Marketing”,vol viii,no.1,September 1997,pp21-31.They found that advertising is influencing the purchase decision in the city more than the other factors. 3. K.Meenakchi sundaram “A study on The Consumer Preference for paints in Coimbatore city “,project report,2003. In the study they had found that all the consumer are expected service facility from the company.Regarding the price at Asian paints consumer hopes that
13
the price is high and it should be reduced. Thus we can conclude that consumer regarding Asian paints are satisfied with the quality of paints but not its price. 4. P.Gowri.”Consumer Brand Preference for Wrist Watches in Coimbatore city”Project report apr.2005. From the study its being concluded that most people expect increased warrenty period and improve customer service.In the present scenario the quicker swallows the slower. 5. D.Geethamani “A study on The Customer Satisfaction in Hero Honda Bikes With Reference to Nithin Motors Agency.” Project report,June,2007.From the study it has been found that most people are being satisfied with the performance of Hero Honda bikes and the maintanence cost is also comparatively less than other company motocycles. 2.7 LIMITATIONS OF THE STUDY ? ? ? ? ? External factors which affect the price movements of the market. Time at the disposal of the researcher is limited. The size of the sample compared to the population is very small and hence it may not represent the whole population. The study and the findings need suitable modification when the commodity market condition changes. A structured questionnaire was the basis for collecting the data, so it has the usual deficiencies attached to this technique of data collection.
14
CHAPTER-III
DATA ANALYSIS AND INTERPRETATION TABLE 3.1 GENDER OF THE RESPONDENTS: S. No 1. Gender Male No of respondents 61 Percentage 55.45
2.
Female
49
44.54
Total
110
100
Source: Primary Data Interpretation: The above table shows that 55.45% of the respondents are male and 44.54% of the respondents are female. Majority of the respondents are male.
15
CHART 3.1 GENDER OF THE RESPONDENTS:
60
50
No of respondents
40
30 55.45 44.54 20
10
0
Male
Gender
Female
16
TABLE 3.2 AGE OF THE RESPONDENTS:
S. No
Age
No respondents
of Percentage
1.
16 to 23 years
21
19.09
2.
24 to 31 years
39
35.45
3.
32 to 40 years
20
18.18
4.
40 to 47 years
19
17.27
5.
Above 47 Total
11 110
1
0 100
Source: Primary Data Interpretation: The above tables shows that 19.09% of the respondents belong to the age group of 16 to 23 years, 35.45% of the respondents belong to age group of 24 to 31 years, 18.18% of the respondents belong to age group of 32 to 40 years, 17.27% of the respondents belong to the age group of 40 to 47 years, 10% of the respondents belong to the age group of above 47 years. Majority of the respondents belong to the age group of 24 to 31 years.
17
CHART 3.2 AGE OF THE RESPONDENTS:
40 35.45 35
30 No of respondents
25 19.09
20
18.18
17.27
15 10
10
5
0 16 to 23 yrs24 to 31 yrs32 to 40 yrs40 to 47 yrs Above 47 Age
18
TABLE 3.3 INCOME LEVEL OF THE RESPONDENTS: S. No Income level No respondents 1. < 60,000 28 25.45 of Percentage
2.
60, 000 to 1,00,000
34
30.90
3.
1,00,000 to 1,50,000
21
19.09
4.
1,50,000 to 2,00,000
16
14.54
5.
Above 2,00,000 Total
11 110
1
0 100
Source: Primary Data Interpretation: The above table shows that 25.45% of the respondents income level is < 60,000, 30.90% of the respondents income level is 60,000 to 1,00,000, 19.09% of the respondents income level is 1,00,000 to 1,50,000, 14.54% of the respondents income level is 1,50,000 to 2,00,000, 10% of the respondents income level is above 2,00,000. Majority of the respondents income level is 60,000 to 1,00,000.
19
CHART 3.3 INCOME LEVEL OF THE RESPONDENTS:
Above 2,00,000 10% 1,50,000 to 2,00,000 15%
< 60,000 25%
< 60,000 60, 000 to 1,00,000 1,00,000 to 1,50,000 1,50,000 to 2,00,000 Above 2,00,000
1,00,000 to 1,50,000 19%
60, 000 to 1,00,000 31%
20
TABLE 3.4 MARITAL STATUS OF THE RESPONDENTS: S. No Marital status 1. Married 69 62.72 No of respondents Percentage
2.
Single
41
37.27
Total
110
100
Source: Primary Data Interpretation: The above table shows that 62.72% of the respondents are married, 37.27% of the respondents are single. Majority of the respondents are married.
21
CHART 3.4 MARITAL STATUS OF THE RESPONDENTS:
70 60 50 40 62.72 30 20 10 0 Married Single Marital Status 37.27
No of respondents
22
TABLE 3.5 NUMBER OF MEMBERS IN THE FAMILY:
S. No
No of members in No the family respondents 11
of Percentage
1.
2 members
10
2.
3
members
30
27.27
3. 4 members
36
32.72
4.
4
members
19
17.27
5.
Above 5 Total
14 110
12.72 100
Source: Primary Data Interpretation: The above table shows that 10% of the respondents are 2 members in the family, 27.27% of the respondents are 3 members in the family, 32.72% of the respondents are 4 members in the family, 17.27 of the respondents are 5 members in the family, 12.72% of the respondents are above 5 members in the family. Majority of the respondents are 3 members in the family.
23
CHART 3.5 NUMBER OF MEMBERS IN THE FAMILY:
35 30 25
No of respondents
20
15 10 5 0
Series1
2 memb ers 10
3 memb ers 27.27
4 memb ers 32.72
5 memb ers 17.27
Above 5 12.72
No of members in the family
24
TABLE 3.6 OCCUPATIONAL STATUS OF THE RESPONDENTS: S. No Occupational Status No respondents 1. Government employee 21 19.09 of Percentage
2.
Private employee
40
36.36
3.
Business Person
19
17.27
4.
Agriculturalist
25
22.72
5.
Others Total
5 110
4.54 100
Source: Primary Data Interpretation: The above table shows that 19.09% of the respondents are government employee, 36.36% of the respondents are private employee, 17.27% of the respondents are business person, 22.72% of the respondents are agriculturalist, 4.54% of the respondents belong to other category. Majority of the respondents are private employee.
25
CHART 3.6 OCCUPATIONAL STATUS OF THE RESPONDENTS:
40 36.36 35
30
25
22.72 19.09 17.27
20
15 No of respondents
10
5
4.54
0 Government employee Private employee Business Person Agriculturalist Others
Occupational status
26
TABLE 3.7 REFERENCE GOT BY RESPONDENTS FROM S. No Reference from No respondents 1. Friends 19 17.27 of Percentage
2.
Peers
15
13.63
3.
Relatives
27
24.54
4.
Advertisement
45
40.90
5.
Self induced Total
4 110
3.63 100
Source: Primary Data Interpretation: The above table shows that 17.27% of the respondents refer from friends, 13.63% of the respondents refer from peers, 24.54% of the respondents refer from relatives, 40.90% of the respondents refer from advertisement, 3.63% of the respondents are self induced. Majority of the respondents refer from advertisement.
27
CHART 3.7 REFERENCE GOT BY RESPONDENTS FROM:
45 40
40.9
35
30 25 20 17.27 13.63 24.54
No15 of respondent 10 s 5 0
Friends
3.63
Peers Relatives Advertisement Self induced
28
TABLE 3.8 SATISFACTION OF RESPONDENTS WITH THE LOCATION OF THE STORE:
S. No
Satisfaction with the No location of store respondents 29
of Percentage
1.
Highly satisfied
26.36
2.
Satisfied
38
34.34
3.
Neutral
23
20.90
4.
Dissatisfied
17
15.45
5.
Highly dissatisfied Total
3 110
2.72 100
Source: Primary Data Interpretation: The above table shows that 26.36% of the respondents are highly satisfied with the location of the store, 34.34% of the respondents are satisfied with the location of the store, 20.90% of the respondents belong to neutral, 15.45% of the respondents are dissatisfied with the location of the store, 2.72% of the respondents are highly dissatisfied with the location of the store. Majority of the respondents are satisfied with the location of the store.
29
CHART 3.8 SATISFACTION OF RESPONDENTS WITH THE LOCATION OF THE STORE
40 35 30 26.36 No of respondents 25 20.9 20 15.45 15 34.34
10
5 0
2.72
Satisfaction with the location of store
30
TABLE 3.9 SATISFACTION OF RESPONDENTS FACILITIES OF THE STORE S. No Satisfaction with the No parking facilities 1. Highly satisfied 30 27.27 & other respondents of Percentage WITH THE PARKING & OTHER
2.
Satisfied
45
40.90
3.
Neutral
10
9.09
4.
Dissatisfied
15
13.63
5.
Highly dissatisfied Total
10 110
9.09 100
Source: Primary Data Interpretation: The above table shows that 27.27% of the respondents are highly satisfied with the parking & other facilities of the store, 40.90% of the respondents are satisfied with the parking & other facilities of the store, 9.09% of the respondents belong to neutral, 13.63% of the respondents are dissatisfied with the parking & other facilities of the store, 9.09% of the respondents are highly dissatisfied with the parking & other facilities of the store. Majority of the respondents are satisfied with the parking & other facilities of the store.
31
CHART 3.9 SATISFACTION OF RESPONDENTS WITH THE PARKING & OTHER
FACILITIES OF THE STORE
Highly dissatisfied 9% Highly satisfied 27%
Highly satisfied Satisfied Neutral Dissatisfied
Dissatisfied 14%
Neutral 9%
Satisfied 41%
Highly dissatisfied
32
TABLE 3.10 SATISFACTION OF THE RESPONDENTS WITH THE AMBIENCE OF THE STORE: S. No Satisfaction with the No ambience of the store 1. Highly satisfied respondents 27 24.54 of Percentage
2.
Satisfied
41
37.27
3.
Neutral
19
17.27
4.
Dissatisfied
10
9.09
5.
Highly dissatisfied Total
13 110
11.81 100
Source: Primary Data Interpretation: The above table shows that 24.54% of the respondents are highly satisfied with the ambience of the store, 37.27% of the respondents are satisfied with the ambience of the store, 17.27% of the respondents are belong to neutral, 9.09% of the respondents are dissatisfied with the ambience of the store, 11.81% of the respondents are highly dissatisfied with the ambience of the store. Majority of the respondents are satisfied with the ambience of the store.
33
CHART 3.10 SATISFACTION OF THE RESPONDENTS WITH THE AMBIENCE OF THE STORE
40 35 30 25 20 No of respondents 15 10 5 0
Series1
Highly satisfi ed 24.54
Satisfi ed 37.27
Neutr al 17.27
Dissat isfied 9.09
Highly dissati sfied 11.81
Satisfaction with the ambience of the store
34
TABLE 3.11 SATISFACTION OF THE RESPONDENTS WITH THE VISUAL
MERCHANDISING PLACEMENT PROCESS: S. No Satisfaction with the No visual merchandising respondents placement process 1. Highly satisfied 24 21.81 of Percentage
2.
Satisfied
47
42.72
3.
neutral
17
15.45
4.
Dissatisfied
13
11.81
5.
Highly dissatisfied
9
8.18
Total Source: Primary Data Interpretation:
110
100
The above tables shows that 21.81% of the respondents are highly satisfied with the visual merchandising placement process, 35.45% of the respondents are satisfied with the visual merchandising placement process, 23.63% of the respondents belong to neutral, 9.09% of the respondents are dissatisfied with the visual merchandising placement process, 4.54% of the respondents are highly dissatisfied with the visual merchandising placement process. Majority of the respondents are satisfied with the visual merchandising placement process.
35
CHART 3.11 SATISFACTION OF THE RESPONDENTS WITH THE VISUAL
MERCHANDISING PLACEMENT PROCESS
Highly dissatisfied 8% Highly satisfied 22%
Dissatisfied 12%
Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
Neutral 15%
Satisfied 43%
36
TABLE 3.12 SATISFACTION OF THE RESPONDENTS WITH THE QUALITY OF
MERCHANDISE OFFERED S. No Satisfaction with the No quality merchandise 1. Highly satisfied 30 27.27 of respondents of Percentage
2.
Satisfied
39
35.45
3.
Neutral
26
23.63
4.
Dissatisfied
10
9.09
5.
Highly dissatisfied Total
5 110
4.54 100
Source: Primary Data Interpretation: The above tables shows that 27.27% of the respondents are highly satisfied with the quality of merchandise offered, 35.45% of the respondents are satisfied with the quality of merchandise offered, 23.63% of the respondents belong to neutral, 9.09% of the respondents are dissatisfied with the quality of merchandise offered, 4.54% of the respondents are highly dissatisfied with the quality of merchandise offered. Majority of the respondents are satisfied with the quality of merchandise offered.
37
CHART 3.12 SATISFACTION OF THE RESPONDENTS WITH THE QUALITY OF
MERCHANDISE OFFERED
40 35.45 35 30 No of respondents 25 20 15 10 5 0 9.09 4.54
27.27 23.63
Satisfaction with merchandising placement process
38
TABLE 3.13 SATISFACTION OF THE RESPONDENTS WITH THE PERIVALE OF
MERCHANDISE OFFERED
S. No
Satisfaction with the No Perivale merchandise offered of respondents
of Percentage
1.
Highly satisfied
21
19.09
2.
Satisfied
42
38.18
3.
Neutral
27
24.54
4.
Dissatisfied
12
10.90
5.
Highly dissatisfied Total
8 110
7.27 100
Source: Primary Data Interpretation: The above tables shows that 19.09% of the respondents are highly satisfied with the perivale of merchandise offered, 38.18% of the respondents are satisfied with the perivale of merchandise offered, 24.54% of the respondents belong to neutral, 10.90% of the respondents are dissatisfied with the perivale of merchandise offered, 7.27% of the respondents are highly dissatisfied with the perivale of merchandise offered. Majority of the respondents are satisfied with the perivale of merchandise offered.
39
CHART 3.13 SATISFACTION OF THE RESPONDENTS WITH THE PERIVALE OF
MERCHANDISE OFFERED
40 35 30 25 20 15 10 5 0
No of respondents
Series1
Highl y satisfi ed 19.09
Satisfi ed
Neutr al
Dissa tisfied
38.18
24.54 10.9 Satisfaction
Highl y dissat isfied 7.27
40
TABLE 3.14 SATISFACTION OF THE RESPONDENTS WITH THE AVAILABILITY OF DIFFERENT KIND OF MERCHANDISE FOR ALL CATEGORY OF PEOPLE S. No Satisfaction with the No availability different kind of respondents of of Percentage
merchandise for all people 1. Highly satisfied 28 25.45
2.
Satisfied
37
33.63
3.
Neutral
20
18.18
4.
Dissatisfied
17
15.45
5.
Highly dissatisfied Total
8 110
7.27 100
Source: Primary Data Interpretation: The above tables shows that 25.45% of the respondents are highly satisfied with the availability of different kind of merchandise for all people, 33.63% of the respondents are satisfied with the availability of different kind of merchandise for all people, 18.18% of the respondents belong to neutral, 15.45% of the respondents are dissatisfied with the availability of different kind of merchandise for all people, 7.27% of the respondents are highly dissatisfied with the availability of different kind of merchandise for all people.
41
Majority of the respondents are satisfied with the availability of different kind of merchandise for all people.
CHART 3.14 SATISFACTION OF THE RESPONDENTS WITH THE AVAILABILITY OF DIFFERENT KIND OF MERCHANDISE FOR ALL CATEGORY OF PEOPLE
40 35 30 No of respondents 25.45 25 20 15 10 5 0 18.18 15.45 33.63
7.27
Satisfaction
42
TABLE 3.15 SATISFACTION WITH THE AVAILABILITY OF VARIOUS BRANDS IN THE STORE S. No Satisfaction with the No availability of various respondents brands in the store 1. Highly satisfied 34 30.90 of Percentage
2.
Satisfied
39
35.45
3.
Neutral
19
17.27
4.
Dissatisfied
8
7.27
5.
Highly dissatisfied Total
10 110
9.09 100
Source: Primary Data Interpretation: The above tables shows that 30.90% of the respondents are highly satisfied with the availability of various brands in the store, 35.45% of the respondents are satisfied with the availability of various brands in the store, 17.27% of the respondents belong to neutral, 7.27% of the respondents are dissatisfied with availability of various brands in the store, 9.09% of the respondents are highly dissatisfied with the availability of various brands in the store. Majority of the respondents are satisfied with the availability of various brands in the store.
43
CHART 3.15 SATISFACTION OF THE RESPONDENTS WITH THE AVAILABILITY OF VARIOUS BRANDS IN THE STORE
40
35.45 35 30.9 30
25 No of respondents
20 17.27 15
10 7.27 5
9.09
0 Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
Satisfaction with the availability of various brands in the store
44
TABLE 3.16 SATISFACTION OF THE RESPONDENTS WITH THE STAFF ASSISTANCE IN THE STORE S. No Satisfaction with the No staff assistance in the respondents store 1. Highly satisfied 40 36.36 of Percentage
2.
Satisfied
31
28.18
3.
Neutral
19
17.27
4.
Dissatisfied
10
9.09
5.
Highly dissatisfied Total
10 110
9.09 100
Source: Primary Data Interpretation: The above tables shows that 36.36% of the respondents are highly satisfied with the staff assistance in the store, 28.18% of the respondents are satisfied with the staff assistance in the store, 17.27% of the respondents belong to neutral, 9.09% of the respondents are dissatisfied with the staff assistance in the store, 9.09% of the respondents are highly dissatisfied with the staff assistance in the store. Majority of the respondents are satisfied with the staff assistance in the store.
45
CHART 3.16 SATISFACTION OF THE RESPONDENTS WITH THE STAFF ASSISTANCE IN THE STORE
40 35 No of respondents 30 25 20
36.36
28.18
17.27
15
10 5 0 9.09 9.09
Satisfaction with the staff assistance in the store
46
TABLE 3.17 SATISFACTION OF THE RESPONDENTS WITH THE CUSTOMER
RELATIONSHIP MANAGEMENT PROGRAM S. No Satisfaction with the No customer relationship respondents management program 1. Highly satisfied 32 29.09 of Percentage
2.
Satisfied
47
42.72
3.
Neutral
10
9.09
4.
Dissatisfied
17
15.45
5.
Highly dissatisfied Total
4 110
3.63 100
Source: Primary Data Interpretation: The above tables shows that 29.09% of the respondents are highly satisfied with the customer relationship management program, 42.72% of the respondents are satisfied with customer relationship management program, 9.09% of the respondents belong to neutral, 15.45% of the respondents are dissatisfied with the customer relationship management program, 3.63% of the respondents are highly dissatisfied with the customer relationship management program. Majority of the respondents are satisfied with the customer relationship management program
47
CHART 3.17 SATISFACTION OF THE RESPONDENTS WITH THE CUSTOMER
RELATIONSHIP MANAGEMENT PROGRAM
45 40 35 30 29.09
42.72
No of respondents
25 20 15.45
15
10 5 0
9.09
3.63
Series1
Highl Satisfi Neutr Dissa Highl y ed al tisfied y satisfi dissat ed isfied 29.09 42.72 9.09 15.45 3.63 Customer relatiosnship management
48
TABLE 3.18 FREQUENCY OF VISIT TO THE STORE BY THE RESPONDENTS IN ONE YEAR
S. No
Frequency of visit to No the store in one year respondents 18
of Percentage
1.
1 time
16.36
2.
2 times
33
30
3.
3 times
39
35.45
4.
5
times
13
11.81
5.
5 & above Total
7
6.36
110
100
Source: Primary Data Interpretation: The above table shows that 16.36% of the respondents visit the store 1 time in a year, 30% of the respondents visit the store 2 times in a year, 35.45% of the respondents visit the store 3 times in a year, 11.81% of the respondents visit the store 4 times in a year, 6.36% of the respondents visit the store 5 times & above in a year. Majority of the respondents visit the store 1 time in a year.
49
CHART 3.18 FREQUENCY OF VISIT TO THE STORE BY THE RESPONDENTS IN ONE YEAR
40 35.45 35 30 25 20 No of 16.36 respondent 15 s 10 5 30
11.81 6.36
0
1 time
2 times
3 times
4 times
5& above
Frequency of visit
50
Correlation analysis
1.Relationship between Income level and frequency of visit to the store: X - Income level 28 34 33 21 39 16 13 11 7 110 110
Y- Frequency of 18 visit to the store
The table below describes the income level of the respondents and their frequency of visit to the store. TABLE 3.19: X 28 34 21 16 11 ?X=110 Y 18 33 39 13 7 ?Y=110 X² 784 1156 441 256 121 ?X²=2758 Y² 324 1089 1521 169 49 ?Y²=3152 XY 504 1122 819 208 77 ?XY=2730
n=5
n ?XY -?X?Y Correlation formula Y= n ?X² - (?X)² * n ?Y² - (?Y)² =
51
5 (2730) – (110*110) = 0.62
5(2758) – (110) ²
5(3152) – (110) ²
The above table shows a positive correlation between the income level of the respondents and their frequency of visit to the store.
52
2) Relationship between the price range and the quality of merchandise being offered
n=5
X – Price range YQuality
21 of 30
42 39
27 26
12 10
8 5
110 110
merchandise
The table below describes the price range of the merchandise and the quality of the merchandise being offered.
TABLE 3.20:
X 21 42 27 12 8 ?X=110
Y 30 39 26 10 5 ?Y=110
X² 441 1764 729 144 64 ?X²=3142
Y² 900 1521 676 100 25 ?Y²=3222
XY 630 1638 702 120 40 ?XY=3130
53
n ?XY -?X?Y Correlation formula Y= n?X² - (?X)² * n?Y² - (?Y)² =
5 (3130) – (110*110) =
5(3142) – 12,100
5(3222) – 12,100
0.9330
The above table shows a highly positive correlation between the price range and quality of merchandise being offered.
54
Weighted Average Method
The following table (a) describes the level of perception and table (b) describes the weighted average level of perception. Table : S.no Particulars Highly Satisfied 1 2 Location Parking Other facilities 3 4 5 6 7 Ambience V.M Quality Price range Various kinds of 27 24 30 21 28 41 47 39 42 37 41 47 39 42 37 10 13 10 12 17 13 9 5 8 8 110 110 110 110 110 29 & 30 Satisfie d Neutral Dis satisfied 23 45 17 15 Highly Dissatisfied 3 10 110 110 Total
38 45
merchandise 8 Various brands 9 Staff assistance 10 C.R.M 32 47 47 17 4 110 40 31 31 10 10 110 34 39 39 8 10 110
Source : Primary Data
55
TABLE 3.21 :
S.no Particulars
Individual Mean
Mean score total
Rank
5 1 2 Location 1.305
4
3
2
1 3.627 3.6 6 7
1.368 0.621 1.62 0.27
0.306 0.027 0.27 0.090
Parking & other 1.35 facilities
3
Ambience the store
of 1.215
1.476 0.513
0.18
0.118
3.502
10
4
Visual merchandising
1.08
1.692 0.459
0.234 0.081
3.546
9
5
Quality of the 1.35 product
1.404 0.702
0.18
0.045
3.681
3
6 7
Price range
0.945
1.512 0.729 1.332 0.54
0.216 0.072 0.306 0.072
3.474 3.51
5 8
Availability of 1.26 various kinds of merchandise
8
Availability of 1.53 various kinds of brands
1.404 0.573
0.144 0.090
3.681
3
9 10
Staff assistance Customer relationship management
1.8 1.44
1.116 0.513 1.692 0.27
0.18
0.090
3.699 3.744
2 1
0.306 0.036
56
PIE CHART:
1 2 3 4 5 6 7 8 9 10
The above table shows the weighted average are rank given by the respondents towards the perception level. The customer relationship management has secured an high score and stood at rank 1 followed by staff assistance at rank 2, availability of various kind of brands & quality at rank 3, price range of ranks, location of the store at rank 6, parking facilities at rank 7, various kinds of merchandise availability at rank 8, visual merchandising at rank 9, and the ambience of the store at rank 10.
57
CHAPTER-IV
4.1.FINDINGS: ? Majority of the respondents are male. ? Majority of the respondents belong to the age group of 24 to 31 years. ? Majority of the respondents income level is 60,000 to 1,00,000. ? Majority of the respondents are married. ? Majority of the respondents are 3 members in the family. ? Majority of the respondents are private employee. ? 24.54% of the respondents refer from relatives, 40.90% of the respondents refer from advertisement, 3.63% of the respondents are self induced. ? Majority of the respondents are satisfied with the location of the store. ? Majority of the respondents are satisfied with the parking & other facilities of the store. ? Majority of the respondents are satisfied with the ambience of the store. ? Majority of the respondents are satisfied with the visual merchandising placement process. Majority of the respondents are satisfied with the quality of merchandise offered. ? Majority of the respondents are satisfied with the perivale of merchandise offered. ? Majority of the respondents are satisfied with the availability of different kind of merchandise for all people. ? Majority of the respondents are satisfied with the availability of various brands in the store. Majority of the respondents are satisfied with the staff assistance in the store. ? Majority of the respondents are satisfied with the customer relationship management program. ? Majority of the respondents visit the store 1 time in a year.
58
4.2.SUGGESTION: The major findings of the study as enumerated above throw some interesting aspects about the people preferences, tastes and factors which influence their choice of dress materials etc. The Chennai silks shop at the heart of Tirupur is attracting people folk by offering quality, price worthy and durable collection of dresses of mind boggling exquisite variety.
? The sales personal should be trained in customer service and how to handle nudging customers. ? Customer satisfaction should be taken care of as the foremost importance. ? The customer requirement, the prices at which they may like to buy etc are to get before displaying the wears.
59
CHAPTER-V
5.1.CONCLUSION: It was inferred from the study that customer were satisfied with the shop. They prefer all types of dresses on rare occasions a few of them buy bulk dresses. The buying behavior was influenced by price, quality, design and fashion etc. The Chennai silks is growing popular among the men and women and people from neighboring districts also visits the shop for purchases of all types of dresses on social functions and festivals. It was observed that in general, most of the respondents visit the shop 3 times in a year. Most of the people are satisfied with the customers relationship management program.
60
BIBLIOGRAPHY: Books:
1. Philip Kotler, “Principles of Marketing”, Prentice Hall of India Private Limited Publication, 7th Edition – 1977. 2. C.R.Kothari “Research Methodology”,Viswa Prakasan, NewDelhi, 2000. 3. “Marketing Management” Rajan Saxena 4. 5. “Research & business research methods” C.William Emory “Project work guide lines” M.Shiva Kumar
Website: www.Yahoo search.com www.Google .com www.wikipedia.com
61
APPENDIX : QUESTIONAIRE : 1. Name: 2. Gender: a) Male 3. Age : a) 16 to 23 years c) 32 to 40 years e) Above 47 years 4. Income level: a) 5,000 to 10,000 c) 20,000 to 30,000 e) Above 40,000 5. Marital status: a) Married 6. Number of members in the family a) 2 members c) 4 members e) Above 5 members 7. Occupational status a) Govt employee c) Business person e) Other 8. Reference from a) Friends c) Relatives e) Self Induced b) Peers d) Advertisement b) Private employee d) Agriculturist b) 3 members d) 5 members b) Unmarried b) 10,000 to 20,000 d) 30,000 to 40,000
b) Female b) 24 to 31 years d) 40 to 47 years
62
9. Are you satisfied with the location of the store? a) Highly satisfied c) Neutral e) Highly dissatisfied 10. Are you satisfied with the parking & other facilities provided? a) Highly satisfied c) Neutral e) Highly dissatisfied 11. Are you satisfied with the ambience of the store? a) Highly satisfied c) Neutral e) Highly dissatisfied 12. Are you satisfied with the visual merchandising placement process. a) Highly satisfied c) Neutral e) Highly dissatisfied 13. Are you satisfied with the quality of merchandise offered? a) Highly satisfied c) Neutral e) Highly dissatisfied 14. Are you satisfied with the prievange of merchandise offered? a) Highly satisfied c) Neutral e) Highly dissatisfied 15. Are you satisfied with the availability of different kind of merchandise to all Categories of people b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied
63
a) Highly satisfied c) Neutral e) Highly dissatisfied
b) Satisfied d) Dissatisfied
16. Are you satisfied with the availability of various brands in the store? a) Highly satisfied c) Neutral e) Highly dissatisfied 17. Are you satisfied with the staff assistance in the store? a) Highly satisfied c) Neutral e) Highly dissatisfie 18. Are you satisfied with the customer relationship management program? a) Highly satisfied c) Neutral e) Highly dissatisfied 19. Frequency of visit to the store in one year a) 1 time b) 2 times c) 3 times d) 4 times e) 5 & above b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied b) Satisfied d) Dissatisfied
20. Opinion about the merchandise comparing to other shops 21. Suggestions if any
64
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