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A PROJECT REPORT Submitted to the SCHOOL OF MANAGEMENT In partial fulfillment of the requirements for the award of the degree of MASTER OF BUSINESS ADMINISTRATION SRM INSTITUTE OF SCIENCE TECHNOLOGY Deemed university Kattankulathur- 603203 MAY-2005


Certified that this project report titled A STUDY OF THE CONSUMER SPENDING PATTERN ON READYMADE SHIRTS FOR ARRIVING AT A MARKET PLAN FOR SREE THIRUMAGAL TEX is the bonafied work of Mr. RAJIV CHANDER RAO who carried out the research under my supervision. Certified further, that to the best of my knowledge the work reported herein does not from part of any other project report or dissertation on the basis of which a degree or award was conferred on an earlier occasion on this or any other candidate. Signature of the Internal Guide Signature of the External Guide DECLARATION I Rajiv chander rao (reg. no.35103203) here by declare that the project report entitled A STUDY OF THE CONSUMER SPRNDING PATTERN ON READYMADE SHIRTS FOR ARRIVING AT A MARKET PLAN FOR SREE THIRUMAGAL TEX in palladam district. Carried out by me under the supervision of prof.Jayshree suresh,faculty in charge,department of management studies,SRMIST(Deemed Unniversity), kattankulathur, is the result of the original work done by me and to the best of my knowledge a similar work has not been submitted earlier to any university or any other institution. PLACE: DATE: RAO RAJIV CHANDER Signature of the HOD


The report is an outcome of a study undertaken for A STUDY OF THE CONSUMERSPRNDING PATTERN ON READYMADE SHIRTS FOR ARRIVING AT A MARKET PLAN FOR SREE THIRUMAGAL TEX to study the perception of the existing customer. The major research objective is to suggest to sreethirumagal tex the ways to improve the market potential and performance. The sample of 100 customers were respondent for the questionnaire data was collected from the primary source. Respondents were from the different age group. The present search study aims at finding whether the expectations of

customers are met and the quality service are delivered by the company with respect to behavioral levels of the customer towards the product. Data collected has been subjected to detailed analysis and interpretation. Findings and recommendations have been given at the end of the report. The study will highlight to the company how the customers to be satisfied. These are taking into consideration the problem related to the research study. ACKNOWLEDGEMENT

I extend my gratitude and profound thanks to Ms. Jayshree Suresh In charge, Department of Management Studies, SRMIST (Deemed University) Kattankulathur , who encouraged me for shaping up this project. I entitled my sincere and heart felt thanks to Who helped me a lot with his fruitful ideas and suggestion to fulfill this project in a successful all the faculty members of Department of Management Studies for their kind cooperation in completing the project report successfully. I sincerely thank Mr. D.Pramasivam, Tirupur provided me an opportunity to undertake this project in the organization.

Lastly, I wish to thanks my parents and friends for their encouragement and all those who have helped me in completing this project. Rajiv chander rao

LIST OF TABLES SL.NO Table 7.1 Table 7.2 Table 7.3 Table 7.4 Table 7.5 Table 7.6 Table 7.7 Table 7.8 Table 7.9 Table 7.10 Table 7.11 Table 7.12 Table 7.13. PARTICULARS Age wise classification Classification of samples according to various types Intention to buy place of purchase point Respondents views towards the product Choice of brands Price criterion Pants in the sample Price range Marital status Frequency of buying Designs preferred Source of awareness Needs for buying 16 17 18 19 20 21 22 23 24 25 25 PAGE NO 14 15

LIST OF FIGURES SL.NO Figure 7.1 PARTICULARS Age wise classification PAGE NO 14

Figure 7.2

Classification of samples according tovarious types


Figure 7.3

Intention to buy place of purchase point


Figure 7.4

Respondents views towards the product


Figure 7.5

Choice of brands


Figure 7.6

Price criterion


Figure 7.7 Figure 7.8 Figure 7.9 Figure 7.10

Price range

21 22 23 24

Marital status Frequency of buying Designs preferred


SL.NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

PARTICULARS xi = No. of opinion passed in particular parameters wi = weight given for particular parameters n = Total no.of

PAGE NO 10 10 10 10 10 18 18 18 18 18 18 18 18 18 19

respondents Fe= Expected Frequency. Fo = Observed Relative cumulative frequency LP= Louis Phillipe VH= Van-Heusen AS= Allen sollay A= Arrow PE= Peter England S= Sero Z= Zodiac E= Ely see DB= Double bull R= Raymond M.TD .DES= Modern Trendy designs


CHAPTER-1 INTRODUCTION 1.1 INDIA READY MADE INDUSTRY : Raymond Limited is Indias leading producer of worsted suiting fabric. Raymond Apparel Ltd. has three highly regarded menswear brands in its folio: Park Avenue, Parx & Manzoni.J.K. Helene Curtis Ltd. is the marketers of the Park Avenue and Premium brands of mens toiletries.ColorPlus Fashions Pvt. Ltd. Established in 1994 ColorPlus is oneof the leading domestic brands for premium casual wear in the country.Indian Rayon pockets Madura Garments The A V Birla group's Indian Rayon Ltd has finally won the race to acquire Madura Garments, the apparels and garments division of Madura Coats. Arvind Mills and a relatively new entrant, Indus League Clothing Co, were also bidders. In fact, it is reported that Arvind had put a higher value to its bid and Induss was not very far behind Indian Rayons.louise_phillippeThe A V Birla group has concluded the deal with Coats Viyella plc of the UK at Rs 236.23 crore. With that, from 1 January 2000, Indian Rayon will own the rights to six Coats Viyella brands -- Louis Philippe, Van Heusen, Allen Solly, Byford, Peter England and San Frisco.(Click here for brand details) The deal has been structured in such a way that Indian Rayon will acquire Madura Garments as a going concern with all employees, brand licences, and distribution and manufacturing networks for Rs 189.23 crore, along with the brand rights for India.domain-B's currency converter - check it out .Simultaneously, in a separate transaction, Aditya Vikram Birla Trading House, an overseas company of the Aditya Birla group, has bought the exclusive brand rights for the South Asian and the Middle East countries from Coats Viyella for $10.8 million (Rs 47 crore). 1.1.1Looking or leadership Says Kumar Mangalam Birla, chairman of the Aditya Birla group, "We believe the acquisition of Madura Garments will greatly enhance value for Indian Rayon shareholders. The apparels business has been identified as one in which in which we wanted to have a leadership position through a focused entry into the high-value, ready-

9 to-wear segment. This acquisition as well as the acquisition of certain overseas brand rights has catapulted the group to the top of the league in the branded apparels market." Indian Rayon will probably finance this acquisition mainly through its current cash surplus and internal accruals. But, according to Adesh Gupta, the company's chief financial officer, "In view of the growth opportunities and current low interest rate scenario, the company may consider raising market borrowings to augment internal resources."All of Madura Garments' employees, except its president George Zacharias, will be transferred, with the business, to Indian Rayon. They have been assured continuity of service on existing terms and conditions. Zacharias is moving on to a London-based responsibility with Coats Viyella.(Why Madura Coats sold garments?) Vikram Rao, group executive president, fabrics and apparel business, at Indian Rayon, will manage the operations of Madura Garments for the time being, till a president is selected either from Indian Rayon or from outside. Mr Rao was, at one time, president of Madura Coats apparel fabrics division. He says that the acquired division will continue to operate under the name of Madura Garments and will continue to enjoy a great degree of operational freedom.Madura Garments will become a division of Indian Rayon, which already has a Rs 300-crore textile business that includes Indias only linen brand, Jayshree Linen. Madura Garments has had sales of about Rs 250 crore in 1999, and has recorded sales growth of 40 per cent for the last five years. It has a national distribution network that includes 100 exclusive showrooms and 3,000 retail outlets. 1.1.2Dramatic change For the Kumar Mangalam Birla-led Rs 20,000-crore Aditya Birla group, this deal marks a dramatic change in image. It will bring in instantly recognisable top-of-the-line brands into a group whose focus has till now been on commodities. The three labels, Allen Solly, Louis Philippe, and Van Heusen together claim a 40 per cent share of the premium branded menswear market. The Peter England shirt brand, launched in 1997, has been an instant success and is said to be the countrys largest selling mid-priced shirt brand today.For the Aditya Birla group, these acquisitions make eminent sense. One of the big players in the textile business, it has, so far, not been able to make an impact in the branded segment of the premium menswear market. Its own Wall Street brand is not in the premium segment. Branded garments have been an important part of the growth plans. But the group didn't have any significant presence in this market. Building its own brands would have taken a considerable amount of time

10 as well as money. Hence a brand acquisition was the obvious answer.send this article to a friendIncidentally, this is the fifth acquisition by the Aditya Birla group in the last two years. Indian Rayon has also gone through a major restructuring exercise in recent times. Its cement division was transferred to group flagship, Grasim Industries.dia : Madura Garments to deploy smart fabrics technology from Outlast Technologies

1.2 INDIA READY MADE INDUSTRY CURRENT SCENARIO: Changing buyer profile and bringing in innovation to stay ahead of competition, Madura Garments has drawn ambitious plans to commercially turn out smart fabric technologies developed by a US-based technology provider Outlast Technologies, in India.Outlast Technologies has clients in European, US companies and NASA providing them smart fabric innovations to cope with the extreme temperatures at work place.It was NASA technology which found commercial application through Outlast Technologies that it will come to India also.Under it brand Van Heusen, Madura Garments has launched Cool Pants for the Indian market on Tuesday brought under technical collaboration with Outlast Technologies.At the press conference, Vikram Rao, Group President, Madura Garments, said with these new technologies, the company is in the process of widening its offerings to suit the changing consumer buying profile. The companys brand portfolio consist Van Heusen, which has take the lead in offering new products with Oxyrich shirts with oxygen ions to neutralise high stress levels, Best White shirts with optical brightness and trousers that adjust to waistline, he added. Elaborating on the fabric technology adopted, Raj Pillai, Technical Director, Outlast Technologies said the product developed for Madura Garments is treated at the molecular level by a specialised technology (smart fabric technology), which gives trousers the power to absorb coolness from the atmosphere (air conditioned office) and retain it to be used later.New Trousers are priced around Rs 1,599 and will be available in 10 colours. Based on the success of this range of clothing this season at Van Heusen showrooms, Planet Fashion, Trouser Town and other departmental stores, the company is to devise its future retail strategy, a company official informed. With these new ranges of offerings, Van Heusen has redefined the way clothes are looked at in the country. They are not just about looks, they can also offer intelligence.

11 Today technology allows scientists to enhance a fabric with treatment, microprocessors and sensors. This in turn opens up a whole world of possibilities. Meanwhile Inset Outlast Technologies, a US based smart fabric technology provider, is coming to India and will join hands with Madura Garments to develop shirt and trouser range for both domestic and export market. With trade barriers coming down and buying power of Indian middle class has thrown business opportunities for us to enter India.India being a tropical country, we plan to spin off many of our NASA application for consumer benefit in India, he opined. Outlast sources its textile manufacturing requirements from Hong Kong and with this venture India is fast emerging as low cost manufacturing base for many more companies to enter in to collaborations.

CHAPTER -2 STATEMENT OF THE PROBLEM The problem given to the researcher was to find out the spending pattern of the consumers on readymade shirts for arriving at a market plan for Sree Thirumagal Tex. CHAPTER 3 OBJECTIVES OF THE STUDY In order to get a direct feed back from the customers a Market response survey was conducted in and around Chennai. Objectives of the study: To study the consumer spending pattern on readymade shirts and to evolve marketing plan for Sri Thirumagal Tex . a) The price range at which there is great market potential for ready made shirts . b)The designs and types of shirts most preferred by customers which will be helpful in deciding the marketing mix. c)The needs for buying and frequency of buying


d) The competition in the market and brand awareness of the customers e)To determine the best Source of information and in turn to suggest Promotional measures. f)The Product features that will make the product a market success.

CHAPTER -4 LITERATURE REVIEW The Italian textile cos to exhibit products on April 7. The Italian textile machinery manufacturers are to make a presentation on their products at a seminar here on April 7.The Italian companies to take part in the presentation are Promatech-Savio, Essico Srl, Marzoli Spa, Mario Crosta Srl, Panter Srl and Smit Spa, which will be looking for business collaboration with Indian textile companies, according to a communication from the Italian Trade Commission, organisers for the Coimbatore seminar.. Courtesy: The Hindu Business Line (21st March, 2005). For cool dude, it is cool clothes BANGALORE: Madura Garments is betting heavily on technology. After launching Ice Touch a moisture management technology, the company has become the first apparel company in the country to introduce trousers using a technology developed by the Colorado-based Outlast Technologies.The technology involves treating a fibre or fabric with a coating containing microscopic sphere filled with chemicals which help the said fibre or fabric to absorb coolness from the atmosphere and retain it. Courtesy: The Economic Times (17th March, 2005). Gokaldas eyes Chennai, Hyderabad for unit BANGALORE: The country s largest apparel exporter Gokaldas Exports is expanding its footprint. Its proposed initial public offering (IPO), which would raise around Rs 100-150 crore, will be used to set up four new factories one of which will come up in Hyderabad or Chennai.The fourth factory which is expected to become

13 operational in FY 2006-07 would be a massive one, spread over an estimated 2.1 lakh square feet. The three other units would add 2.9 lakh square feet by October. The Garden City currently accounts for about 4-5% of the country s apparel exports and has been one of the hot-spots in south India, besides Chennai and Tirupur. Courtesy: The Economic Times (16th February, 2005). CHAPTER 5 METHODOLOGY AND THE LIMITATIONS OF THE STUDY 5.1 METHODOLOGY 5.1.1 SAMPLES SIZE : The total number of sample is one hundred with twenty in each group Under the various categories mentioned.

5.1.2 SAMPLE DESIGN : The sampling procedure used for the subject is a type of non-probability sampling design method known as Quota sampling. In the subject study, the universe is divided into strata on the basis of the age of the respondents. The total sample is composed of 20 members of each stratum. The units are chosen on non random manner . Each member of the universe does not have a known chance of being chosen. 5.1.3 COLLECTION OF DATA: Most of the data collected by the researcher was primary data through personal interview with the help of a questionnaire. Some of the data were secondary data, which was collected through magazines and internet. 5.1.4 QUESTIONNAIRE DESIGN : The researcher has used a structured questionnaire, which was of Open-ended question, Dichotomous question, multiple choice question and scales in order to get the data.

14 5.1.5 STATISTICAL TOOLS : 1.Weighted Average Method = xi * wi+ xj*wj+.+xn*wn/n xi = No. of opinion passed in particular parameters wi = weight given for particular parameters n = Total no.of respondents. 2. KolmogrovSmirnov Method = Dn = Max [Fe-Fo] Fe = Expected Frequency. Fo = Observed Relative cumulative frequency.

5.1.6 RESEARCH DESIGN : The present study starts with exploratory research and then graduates into descriptive research. Literature surveys and experience surveys have been utilised as a part of the exploration research. Case data were gathered in the field through questionnaire method. The analysis in case design does not use me sophisticated quantitative and statistical techniques. The stress is more on qualitative analysis of collected data. Conclusions have been drawn from comparisons and differences among various points. For the subject study the unit of analysis are people covered under the following age groups AGE 18-25 into first group AGE 26-33 into second group AGE 34-41 into third group AGE 42- 49 into fourth group AGE ABOVE 49 into fifth group

15 5.1.7 ANALYSIS OF DATA : The data was analysed with the help of the above mentioned statistical tool.

5.2 LIMITATIONS OF THE STUDY : a. The survey was subjected to the bias and prejudice of the respondents. Hence 100% accuracy can not be assured. b. Some buyers and non buyers were reluctant to furnishtheir details and facts. As the researcher has used closed ended question, open ended questions. The respondents were restricted to express their ideas and views. c. The facts may not be applicable to other markets in the district hence the findings

connot be generalized. CHAPTER 6 PROFILE OF THE COMPANY

6.1 SREE THIRUMAGAL TEX Sree Thirumagal Tex is a small business unit located in Palladam.With adequate knowledge and experience they started this business. They are wholly responsible for the good functioning of the company. There are about 75 workers employed in the company. The facilities extended to the workers are excellent. The main emphasis is quality and this is done through imported machines. Incentives are given for maintaining quality. KEY STRATEGIES To introduce new products in recognition of emerging pattern of demand. To increase Productivity, reduce Cost and improve quality. Development of muiti functional team for quality assurance.

16 Future plans : It looks forward to enter new business focussing on new products and variants in response to market feedback. They are looking forward to enter readymade garments segment as there is a potential market for readymade garments. They are in an idea of entering the local market concentrating on readymade shirts for men. Its potential market includes entire Chennai, North Arcot, South Arcot and Pondicherry . A market study on the consumer spending pattern on readymade Shirts will give them a clear idea for a marketing plan. 6.2 BACK GROUND : Sree Thirumagal Tex was incorporated in 2001 and commends production in palladam the capacity has been increased several fold and the plant has undergone several rounds of modernization. 6.2.1 GROUP : Sree Thirumagal Tex enjoys tremendous clout and D.Parmasivam promoted goodwill in the Tirupur district Sree Thirumagal Tex over the years, the group became the leading producer in the manufacturing process. Sree Thirumagal Tex has an impeccable track record of cordial labour relationship with high operating efficiency and in focused on core business activity. 6.2.2 PLANT LOCATION : Sree Thirumagal Tex original plant located at palladam in the state of Tamil nadu commenced production in 2001. 6.3 BUSINESS : Sree Thirumagal Tex is a south based cloth manufacturer with a capacity of 65000 shirts per year. 6.3.1 REGISTERED OFFICE: Sree Thirumagal Tex

17 75, chettair thottam ,(near) g.b. theatre, trichy road,palladam -641664. Tamil nadu 6.3.2 MANAGING DIRECTOR: D.Parmasivam.

CHAPTER -7 ANALYSIS AND INTERPRETATION TABLE 7.1 AGE WISE CLASSIFICATION AGE 18-25 26-33 34-41 42-49 ABOVE 49 Total RESPONDENTS 20 20 20 20 20 100 PERCENTAGE 20 20 20 20 20 100

Source :primary data Note : percentage figures are rounded off


Respondents 25 20 15 10 5 0 20 20 20 20 20 Respondents


FIGURE 7.1 AGE WISE CLASSIFICATION This figure shows equal respondents in the field.

TABLE 7.2 CLASSIFICATION OF SAMPLES ACCORDING TO VARIOUS TYPES AGE/VARIOUS TYPES 18-25 26-33 34-41 42-49 AB49 TOTAL FORMAL CASUAL 13 17 10 12 13 65 4 2 6 2 2 16 SEMI TOTALL FORMAL L 3 20 1 4 6 5 19 20 20 20 20 100

18 -2 5 26 -3 3 34 -4 1 42 ab -49 ov e 49


Source :primary data Note : percentage figures are rounded off


20 Respondents 15 10 5 0 43 13

17 12 10 6 4 21 2 2 6 5 13 Formal Casual Semi Formal

18-25 26-33 34-41 42-49 AB-49 Age

FIGURE 7.2 CLASSIFICATION OF SAMPLES ACCORDING TO VARIOUS TYPES In this figure highest percentage of people are ready to buy formal shirts in which, age group of 26-33 shows higher percentage as 17%.


11 8 12 11 13 55

9 12 8 9 7 45

20 20 20 20 20 100

Source :primary data Note : percentage figures are rounded off



Retail shops 45% 55% Exclusive Show room

Figure 7.3 PURCHASE POINT In this figure 55% of people prefers to buy shirts from retail shops.

TABLE 7.4 RESPONDENTS VIEWS TOWARDS THE PRODUCT PROPERTIES/AGE QUALITY DURABILITY DESIGN VARIETY WORKMAN SHIP STYLE EASE OF BUYING EASE OF USE PRICE 18-25* 19 14 15 13 10 15 7 3 9 26-33* 20 16 15 14 14 12 8 9 7 34-41* 18 14 18 12 14 13 6 6 7 42-49* 19 18 13 13 13 15 6 3 15 AB-49* 16 13 15 13 11 16 7 4 5 TOTAL 92 75 76 65 62 71 34 25 43

Source :primary data Note : percentage figures are rounded off


25 20 15 10 5 0 Age

20 19 19 18 18 18 16 14 16 16 15 13 15 15 15 15 14 14 14 13 15 13 13 13 14 1311 13 12 12 10 9 9 86 7 6 7 6 4 77 5 3 3
va rie w or ty km an sh ip st yl e of bu yi ng ea se of us e pr ic e
26-33 42-49 18-25 34-41 ab-49

qu al ity du ra bi lit y de si gn


Figure 7.4 RESPONDENTS VIEWS TOWARDS THE PRODUCT In this figure 92% of people prefer quality as the 1st preferences and design as 2nd and durability as 3rd.

TABLE 7.5 CHOICE OF BRANDS BRANDS/AGE LP VH AS A PE S Z E DB R 18-25* 12 14 9 14 16 5 8 5 6 9 26-33* 12 14 8 8 14 8 6 3 5 8 34-41* 11 14 10 12 9 11 7 3 8 10 42-49* 12 11 10 11 12 10 7 3 6 9 ABOVE 49* 12 14 4 9 8 12 9 7 7 8

ea se


16 18 14 14 14 14 14 14 16 12 12 12 12 12 14 12 11 10 11 12 11 11 10 10 10 12 98 8 9 98 8 8 7 98 98 8 779 10 7 6 65 6 8 5 5 4 6 3 3 3 4 2 0
an y Ar ro te w re ng la nd ay y m on d di ac lle ee e ro us se ph so he zo ys D er b ilip


18-25 26-33 34-41 42-49 above 49

ui s

la n






Figure 7.5 CHOICE OF BRANDS This figure shows the choice of brands among the different age group and in which age group between 18-25 choose PE as the top brand.


TABLE 7.6 PRICE CRITERION AGE 18-25 26-33 34-41 42-49 AB49 TOTAL YES 12 11 16 14 13 66 N0 8 9 4 6 7 34 PERCENTAGE 20 20 20 20 20 100

Price Criteria

34% Yes No 66%

Figure 7.6 PRICE CRITERION In this figure 66% of people prefers price as the main criteria.


TABLE 7.7 PANTS IN THE SAMPLE AGE 18-25 26-33 34-41 42-49 AB49 TOTAL YES 16 8 8 8 3 43 N0 4 12 12 12 17 57 PERCENTAGE 20 20 20 20 20 100

Source :primary data Note : percentage figures are rounded off


TABLE 7.8 PRICE RANGE PRICE/AGE BEL RS250 Rs 251-500 Rs 501-750 Rs 751-1000 Rs ABOVE 1000 18-25* 0 12 7 1 0 26-33* 2 10 7 1 0 34-41* 2 13 5 0 42-49* 2 12 5 1 0 AB 49* 4 12 3 1 0 TOTAL 10 59 27 4 0

% of Respondents

70 60 50 40 30 20 10 0


27 10 4 Rs501750 0

Below Rs Rs 251250 500

Rs 751- Above Rs 1000 - 1001

Price Range

Figure 7.7 PRICE RANGE In this figure rs251-500 is the price range which is highly recommended by all age group.


TABLE 7.9 MARITAL STATUS AGE 18-25 26-33 34-41 42-49 ABOVE 49 TOTAL MARRIED UNMARRIE D 2 18 12 16 20 20 70 8 4 0 0 30 PERCENTAG E 20 20 20 20 20 100

Marital Status



In this figure the highly respondent people are married people of 70%.


TABLE 7.10 FREQUENCY OF BUYING AGE/FREQUENCY OF BUYING 18 -25 26-33 34-41 42-49 AB49 TOTAL 1 or 2 0 1 1 2 2 6 3 or 5 6 or 8 9 or 11 AB12 PERCENTAGE 10 11 14 12 17 64 6 8 3 5 1 23 3 0 0 1 0 4 1 0 2 0 0 3 20 20 20 20 20 100

18 16 14 respondents 12 10 8 6 4 2 0 18 -25 26-33 34-41 age w ise 42-49 0 3 1 1 00 1 3 0 2 2 6 10 11 8 5 1 14 12


2 0




In this figure 64% of the people prefers to buy 3-5 shirts in a year.




1st pref 52 23 17 7 1

2nd pref 17 39 25 7 1

3rd pref 16 16 32 14 4

PERCENTAGE 85 78 74 35 6

120 100 80 60 40 20 0 1st perference 52 1 7 17 23 1 7 25 39 17 2nd perference old design 4 14 32 16 16 3rd preference modern checks sripes plain

Figure 7.10 DESIGNS PREFERRED In this figure, in the 1st preference 52% of people prefer plain shirts, 23% stripes shirts, 17% check shirts, 7% modern trendy design shirts and 1% prefer old design. In 2nd preference 17% of people prefer plain shirts, 39% stripes shirts, 25% check shirts, 7% modern trendy design shirts and 1% prefer old design shirts. In 3rd preference 16% people prefer plain shirts, 16% prefer stripe shirts, 32% check shirts, 14% modern trendy design shirts and 4% people prefer old design shirts.


TABLE 7.12 SOURCE OF AWARENESS SOURCES / Words of mouth Ads in mag Ads in T.V/Radio Tailors NONE PREFERENENC E 47 43 8 1 1 RANK 1 2 3 4 4

This table shows the sources through which people knows about the product and the rank is set according to the preferences.

TABLE 7.13 NEEDS FOR BUYING NEEDS Office Use Casual Use Festivals Gifts Others TOTAL 1st pref 77 17 5 0 1 100

This figure shows the needs of the people to buy the shirts for different occasions.



The sample shows equal respondents in the field. Highest percentage of people are ready to buy formal shirts in which, age group of 26-33 shows higher percentage as 17%. 55% of people prefers to buy shirts from retail shops. 92% of people prefer quality as the 1st preferences and design as 2nd and durability as 3rd. Choice of brands among the different age group and in which, age group between 18-25 choose PE as the top brand. 66% of people prefers price as the main criteria. Rs251-500 is the price range which is highly recommended by all age group. The highly respondent people are married people of 70%. 64% of the people prefers to buy 3-5 shirts in a year. In the 1st preference 52% of people prefer plain shirts, 23% stripes shirts, 17% check shirts, 7% modern trendy design shirts and 1% prefer old design. In 2nd preference 17% of people prefer plain shirts, 39% stripes shirts, 25% check shirts, 7% modern trendy design shirts and 1% prefer old design shirts. In 3rd preference 16% people prefer plain shirts, 16% prefer stripe shirts, 32% check shirts, 14% modern trendy design shirts and 4% people prefer old design shirts. The sources through which people knows about the product and the rank is set according to the preferences. The needs of the people to buy the shirts for different occasions.


CHAPTER 9 SUGGESTIONS Consumer Interest: From the Data interpretation and analysis it is clear that the consumers are very much interested in the concept of readymade shirts. Also the concepts of branded shirts is quite popular among all age groups Sree Thirumagal Tex can enter the readymade shirts market with a popular or catchy brand name .

Target segment Segment: There is enough marketing potential in all age groups. Price range : To start with Sree Thirumagal Tex can concentrate in the price range Rs. 250/- to 500/-. They can also operate on price range Rs.501/- to 750/-. But they will be competing with leading brands like Louis Phillipe , Van Huesen, Arrow, Alien Solly, Park Avenue, etc. To compete with them who have developed a brand image by being in the market over the years will be a tough task. Instead they can operate at below Rs.250/- level. Kumar's, Cambridge, Vivaldi & Cassidy's are me other brands liked by people other than the most popular brands Designs & types : From the study it is clear that formal wear is liked by all segments. In the marketing mix they can give importance for plain, stripes and checked shirts

Needs : Customers buy shirts mainly for office wear. Other needs are casual use & Festivals. 64% of the respondents buy in the frequency range of 3 to 5 shirts a year. The higher frequency range are chosen by young people this will be also useful in budgeting for the company.

Promotional Measures : Press & T V should be utilised to create awareness initially and later to maintain its presence in the terms of die brand.

32 Product Features : Quality, Durability, Design, Variety, Workman ship & Style must be stressed understanding the needs of the customers and also should be innovative unique in its product of offering. To begin with the company can offer products through retail shops but after the brand awareness is created they can go in for exclusive show rooms also.

Sree Thirumagal Tex has to exploit the following oppurtunities.

There is no market leader in casuals. Casuals with denim collar is slowly becoming popular. Customers are tired with old colours in plain shirts. They want new rich colours. Customers and dealers are easily attracted by Schemes. This will be an useful aspect during Festivals.


Consumer interest towards readymade Shirts is quite pronounced across all age groups. Among the various features quality is most preferred. The company should give importance to quality .The other important features customers look in for are durability and design. It should offer innovative designs and styles should be great. The target market for formals can be across all age groups and for casuals the segments 18-25, 26-33, and 34-41. Sree Thirumagal Tex should expand its market over the next two years to entire Tamil Nadu and slowly to other states too if a good market exists.

33 During festival times promotional measures should be maximum. Posters and banners are to be used. They can also offer various schemes to customers as well as retailers. The biggest risk is the mushrooming of small local operators who target the local areas. To combat this new management should monitor the local developments as well as ensure that in terms of the product offering and services they are always perceived as unique. This would necessitate continuous innovation to eliminate fatigue and the maintenance of high quality standards.


1. O.D. Sharma -Marketing Research Principles, Application & Cases.

2. Mamoria & Mamoria - Business planning & Policy.

3. kothari C. R - Research methodology; methods and technics.

4. Philip Kotler Marketing managemen.



Appendix sample Questionnaire Q1 . Name : __________________________________________________

Q2. Address : ____________________________________________________ ____________________________________________________ Q3. Age: 18 25 years 26-33 years 34-41 years 42-49 years above 49

Q4. Disposable Income : Below Rs4000/Rs8001 to Rs 10000/Q5.Martial Status : Married Unmarried Rs 4001/- to Rs 6000/ Rs6001/- to 8000/-

Rs10001/- to Rs12000/-

above Rs12000/-

Q6. Do you buy Ready made shirt: Yes No Q7. What type of shirt do you buy: Formal casual Semiformal above 12

Q8. How many shirts do you buy in a year : 1-2 3-5 6-8 9-11


Q9.What type of design do you prefer : (could you rank your order or pretence .Any three please .01 most preferred 03 least preferred) Plain Stripe Modern Trendy designs Old designs Checks

Q10. what is the price range you generally buy Rs. Below 250/Rs 251/- to Rs 500/- Rs 501/- to Rs750 Rs751/-to Rs1000/Above Rs1001/-

Q11. Needs for buying (if there are more than one need ,please rank) Office use casual use festival gifts others Q12.Do you buy branded shirts : Yes No Q13.Could you rank your order of preference of these brands of shirts if you are to Buy. Any six please 01 most preferred ,06 least preferred. Louis Phillipe Zodiac Arrow Raymond Sero Allen sollay Double bull Van-Heusen Ely see Peter england

Q14. Could you name any four brands of shirts you buy other than these brands. 1. 3. 2. 4.

Q15. Where do you buy branded shirts : Exclusive show room Retail shops Q16. Do you think price is the only criterion for consumers to buy unbranded shirts (unbranded here refers to brands other than the popular brands) Yes No

36 Q17. Do you buy readymade pants also (other than jeans ) Yes No Q18. How did you come to know of these brand . Word of mouth Ads in magazine /newspaper Posters /banners Tailors Q19. Reasons for preference of these brand (any six please). Quality of the cloth Durability Design Workmanship Style Ease of buying Ease of use Price Ads in Tv/Radio Cloth merchants Variety