THEORITICAL BACKGROUND

DEFINITIONS

Brand as a Name, Term, Sign, Symbol or Design, or a combination of them, indented to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. - American Marketing Association Marketers must need to research the position their brand occupies in the customers minds. What distinguish a brand from its unbranded commodity counterparts are the consumers perceptions and feelings about the product attributes and how they perform.

- Kevin Keller BRAND The word brand, when used as a noun, can refer to a company name, a product, or a unique identifier such as a logo or trademark. A brand also stands for the immediate image, emotions, or perceptions, people experience when they think of a company or product. A brand represents all the tangible and intangible qualities and aspects of a product or service. A brand represents a collection of feelings and perceptions about quality, image, lifestyle, and status. It is precisely because brands represent intangible qualities that the term is often hard to define. perceptions, and feelings are often hard to grasp and clearly describe. Branding today is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of higher quality, and an aura of intangible qualities that surround the brand name, mark, or symbol. Intangible qualities,

BRAND CONTAINS BRAND MANAGEMENT Branding is all about perception. Brand management recognizes the markets perceptions may be different from what is desired while it attempts to share those perceptions and adjust the branding strategy to ensure the markets perceptions are exactly what you intend. management is all about shaping and managing perceptions. Brand Brand management is the

application of marketing techniques to a specific product, product line, or brand. It seeks to increase the products perceived value to the customer and thereby increase brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will present and future purchase of the same product. This may increase sales by making a comparison with competing products more favorable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacture. This results form a combination of increased sales and increased price. BRAND IMAGE Brand image is defined as consumers perceptions as reflected by the associations they hold in their minds when they think of the brand. Brand image describes consumers desire to use brands as signals of personal identity and success. Its surveys find that people tend to purchase the same brands their friends use, and that consumers feel that buying certain brands indicates theyve made it. BRAND LOYALTY Brand loyalty describes consumers preference for familiar brands. In surveys, people report sticking with brands they like and feeling that its risk to buy unfamiliar brands. BRAND PREFERENCE Brand preference occurs when consumers prefer the brand to competing brands. Brand preference might be considered the holy grail of branding because it is the result of consumers knowing the brand, understanding what is unique about the brand, connecting emotionally with
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the brand, making a decision that the brand is superior to others for some reason or combination of reason, and choosing it over competing brands. BRAND AWARENESS Brand awareness is when people recognize a brand for what it is. This does not necessarily mean they prefer that brand (brand preference), attach a high value to, or associate any superior attributes to it, it just means they recognize the brand and can identify it under different conditions. BRAND EQUITY Brand equity is the sum brand equity is an intangible asset that depends on associations made by the consumer. Total of all the different values people attach to the brand, or the holistic value of the brand to its owner as a corporate asset. Brand equity can include; the monetary value or the amount of additional income expected from a branded product over and above what might be expected from an identical, but unbranded product; the intangible value associated with the product that cannot be accounted for by price or features; and the perceived quality attributed to the product independent of its physical features. A brand is nearly worthless unless it enjoys some equity in the marketplace. Without brand equity, you simply have a commodity product. THE BENEFITS OF A STRONG BRAND Here are just a few benefits if a strong brand is created. A strong brand influences the buying decision and shapes the ownership experience Branding creates trust and an emotional attachment to the product or company. This attachment then causes the market to make decisions bases, at least in part, upon emotionnot necessarily just for logical or intellectual reasons. A strong brand can command a premium price and maximum the number of units that can be sold at that premium
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Branding helps make purchasing decisions easier. In this way, branding delivers a very important benefit. In a commodity market where features and benefits are virtually indistinguishable, a strong brand will help the customers trust the product and create a set if an expectation about the products without even knowing the specifics of product features. Branding will help in fence off the customer from the competition and protect the market share while building mind share. Once the mind is shared, the customers will automatically think first when they think of that type of product category. A strong brand can make actual product features virtually insignificant. A solid branding strategy communicates a strong, consistent message about the value of the company. A strong brand helps to sell value and the intangible that surround the products. A strong brand builds customer loyalty, not just selling product. A strong branding campaign will also signal the seriousness about marketing and that is intended to be around for a while. A brand impresses the firms identity upon potential customers, not necessarily to capture an immediate sale but rather to build a lasting impression of company and their products. Branding builds name recognition for the company or product. 1. BRAND AWARNESS OF RAYMOND PRPDUCTS: Perceptions vary from person to person. Different people perceive different things about the same situation. But more than that, we assign different meanings to what we perceive. And the meanings might change for a certain person. One might change one's perspective or simply make things mean something else. At its simplest level, brand perception research will tell you if your customers (and potential employees) see you in the way you want them to. By understanding the attributes that are associated with both your brand and your competitors brands, well be able to show you where youre performing well and where you need to work a little harder. Why is brand perception important? Quite simply, because this is what drives customers to buy the product in the first place. A companys branding therefore has a direct and tangible financial value to the bottom line.

COMPANY PROFILE
The Raymond Group was incorporated in 1925 and within a span of a few years, Transformed from being an Indian textile major to a global conglomerate. In our endeavor to keep nurturing quality and leadership, we always choose the path untaken - from being the first in 1959 to introduce a polywool blend in India to creating the world's finest suiting fabric the Super 240s made from the superfine 11.6 micron wool. Today, the Raymond group is vertically and horizontally integrated to provide customers total textile solutions. Few companies globally have such a diverse product range of nearly 20,000 varieties of worsted suiting to cater to customers across age groups, occasions and styles. We manufacture for the world the finest fabrics - from wool to wool-blended worsted suiting to specialty ring denims as well as high value shirting. After making a mark in textiles, Raymond forayed into garmenting through highly successful ventures like Silver Spark Apparel Ltd. Ever Blue Apparel Ltd. (Jeans wear) and Celebrations Apparel Ltd. (Shirts). We also have some of the most highly respected apparel brands in our portfolio: Raymond, Raymond Finely Crafted Garments, Manzoni, Park Avenue, ColorPlus, Parx, Zapp! and Notting Hill. The Raymond Group also has an expansive retail presence established through the exclusive chain of 'The Raymond Shop' and stand-alone brand stores. With a US$600 million turnover we are today one of the largest players in fabrics, designer wear, denim, cosmetics & toiletries, engineering files & tools, prophylactics and air charter services in national and international markets. All our plants are ISO certified, leveraging

on cutting-edge technology that adheres to the highest quality parameters while also being environment friendly. For over 80 years, Raymond is counted as one of the world's premier manufacturers of worsted suiting fabric in fine grade wool, in the same league as the finest that Europe has to offer. Today, the Raymond product range includes pure wools, wool blended with exotic fibers like camel hair, cashmere and angora and innovative blends of wool with polyester, linen and silk. Offering suiting and treasuring fabric for all occasions and needs. Our domestic distribution is spread far and wide with more than 30,000 outlets that stock and sell our wide range of fabrics. Fine products, wide range, superb distribution and intelligent advertising support have helped the company gain a dominant share of the market. No wonder, premium labels from the world's fashion capitals prefer Raymond. The Company is a market leader in the textiles sector in India, has a powerful brand Raymond and strong retail presence in the form of The Raymond Shop (TRS) domestically. The Companys long term strategy for establishing itself as a preferred supplier of value-added premium fabric in the international markets has started yielding results. The Company is becoming a One Stop Shop for premium international customers. The Company is now concentrating on new avenues to increase sales and is geared up to meet opportunities for growth in new market segments like corporate-wear, service industry, hospitality industry etc. which are emerging as big segments for textile manufacturers. QUALITY & ACCOLADES: At Raymond there is an on-going quest for Excellence, Quality, Leadership and Trust in the products and services provided to its customers and are a continuous journey that is undertaken with a commitment to improve processes, and deliver superior products. Every effort is made to provide products and services that consistently meet or exceed customers

expectations. Company continues to win awards year-on-year; some notable awards during the Financial Year 2008-09 are, The Readers Digest Platinum Award for the most Trusted Brand. The Ninth Annual Images Fashion Awards 2009 for The Most Admired Menswear Brand of the Year. JK Files & Tools has for 28 consecutive years been awarded the All India Export Award by Engineering Export Promotion Council (EEPC) of India for being the Star Performer Award as Large Enterprise of 2006-07 in the Hand Tools Category. Your Companys Jalgaon Plant has been certified OHSAS 18001:2007 for the conformance of Occupational Health & Safety Management System.

MANAGING DIRECTOR: Mr. Gautam Hari Singhania is the Chairman and Managing Director of the Company. The promoters have about 35 percent of the equity holding in the company, while institutional investors have approximately 40 percent and individuals hold about 20 percent of the equity. 31 million-meter capacity in wool & wool-blended fabrics. Raymond commands an over 60% market share in worsted suiting in India and ranks amongst the first three fully integrated manufacturers of worsted suiting in the world. Gautam Singhania joined the Singhania family's JK Group of companies in 1986. He later joined the family's Raymond Group, becoming a director in 1990, the managing director in July 1999, and the chairman in September 2000. He restructured the group and sold Raymond's non-core businesses (synthetics, steel and cement). Under him, the group moved its focus to fabrics, apparel brands and men's toiletries. He has also focused on international partnerships for Raymond, including joint ventures with UCO of Belgium (denim) and Gruppo Zambaiti of Italy (shirting).
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GROUP OF COMPANIES: Raymond Ltd.: Raymond Ltd. is among the largest integrated manufacturers of worsted fabrics in the world. Raymond Apparel Ltd. : Raymond Apparel Ltd. has in its folio some of the most highly regarded apparel brands in India Raymond Finely Crafted Garments, Manzoni, Park Avenue for Men & Women, ColorPlus for Men & Women, Parx, Be: and Zapp! and Notting Hill. ColorPlus Fashions Ltd. : ColorPlus is among the largest smart casual brands in the premium category. The company was acquired by Raymond to cater to the growing demand for a high end, casual wear brand in the country for Men & Women.

Silver Spark Apparel Ltd.: A garmenting facility that manufactures formal suits, trousers and jackets.

Ever Blue Apparel Ltd. : A state-of-the-art denim garmenting facility. Celebrations Apparel Ltd. : A facility set-up for the manufacture of formal shirts J.K. Files & Tools : A leading player in the Engineering Files & Tools segment and the largest producer of steel files in the world. Ring Plus Aqua Ltd. : A leading manufacturer in the engineering automotive components. J.K. Helene Curtis Ltd. : A leading player in the grooming, accessories and toiletries category. J.K. Investor Trade (India) Ltd. : JKIT is an investment company registered with Reserve Bank of India as Non-Banking Financial Company.

JOINT VENTURES Raymond UCO Denim Pvt. Ltd.: The manufacturers and marketers of denim fabrics Raymond Zambaiti Pvt. Ltd.: A Greenfield facility manufacturing high value cotton shirting. Gas Apparel Pvt. Ltd.: Our Joint venture with Grotto S.P.A launched the highly successful 'GAS' brand in India. J.K. Ansell Ltd.: The manufacturers and marketers of Kama Sutra condoms and surgical gloves. J.K. Talbot Ltd.: Our Joint venture with MOB Outillage SA, manufacturing files and rasps for international markets

LIST OF RAYMOND BRANDS

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TOTAL TEXTILE SOLUTIONS Customers today the world over, are looking at one-stop shops that can fulfill all their needs. At Raymond, we offer fully finished products that span various garment categories that has been made possible by a seamless horizontal and vertical integration across divisions. Our textile solutions encompass everything - from worsted suiting to denim and shirting. Its not just range but volume and quality that make us the textile major that we are today. Our plants have a capacity of 35 million meters in producing the finest worsted fabrics and wool blends. The blends comprise of exotic fibers like cashmere, Mohair or Angora or blends of wool with casein and bamboo or the ultimate in fine pure wool Super 240s. The denim division has a capacity of 80 million meters of specialty denims; not to mention our capabilities in producing shirting and carded woolen fabrics. Our joint ventures with global leaders ensure that you have access to world-class products.

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Our design Studios in India and Italy are supported by six states- of- the- art textile plants and four garmenting factories in India and Europe. Being integrated suppliers of fabrics as well as garments, we offer our customers total textile solutions.

Largest manufacturer of worsted suiting. Manufacturer of specialty ring denim, fashion & color denim. Capacity of 35 million meters. Capacity of 80 million meters. 3 integrated world-class plants in India. JV with UCO NV Europes largest producer of denim fabric. Manufacturing units in - US, Europe and Asia.

Manufacturer of fine tailored formal Manufacturer of high fashion Jeanswear. suits, jackets and trousers. Capacity of 3 million pairs of jeans per year. Capacity of 0.4 million suits, jackets and Integrated garment design, sewing and 2.5 million trousers annually. washing operations.

Manufacturer of fine cotton and linen shirting fabric.

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Manufacturer of formal shirts.

Capacity of 11.5 million meters. JV with Gruppo Zambaiti, Italian high fashion cotton textile group.

Capacity of 1.2 million shirts per year. Technical collaboration with Flex, Japan.

Manufacturer of Outerwear fabric, Carded woolen shawls and Blankets. Capacity of 2.5 million meters.

RAYMOND IN ERODE The Raymond shop is situated in Erode at two places. One is at 542, Eswaran Kovil Street, Erode-01. And the other is at 352, Brough Road, Erode-01.These two shops provide maximum of all brands like Raymond, Park Avenue, Parx, Color Plus, Notting Hill but they are specialized particularly for Raymond.

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STATEMENT OF PROBLEM

The Textile Industry Is Growing In This Globalised Era, There Are Number Of Companies invoke in the manufacturing of textile garments. Every Day a New Brand Is Emerging in the Market. So its Very Difficult for the Existing Brand to Retain Loyal Customers. So The Study Is Intended To Study The Brand Awareness Of Raymond Products and Its Level Of Satisfaction Among Its Users.

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OBJECTIVES OF THE STUDY

To Study The Brand Awareness among the Customers Of Raymond Products. To Asertain the Opinion among the Customers Regarding The Factors Influencing Them To Purchase Raymond Products. To Identity the Effectiveness of The Promotional Strategies Followed By Raymond. TO Study The Level Of Satisfaction About Raymond Product.

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LIMITATIONS OF THE STUDY

The period of the study is very low. Study Period Just 50days only so it was not sufficient The success of the method is largely depends on the response of the respondents. If the respondent gives incorrect answer, the result will be misleading. The time period in very less 50 Days in not sufficient to collect the data. There is lot of personal bias.

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SCOPE OF THE STUDY Raymond Brand was established in the year 1925. In the competitive era, there is a huge competition leisured of the emergence of foreign brand and textile industry. Raymond being a prestigious symbol of India needs to Identified for its recognition in Indian market. So this study has a huge scope to identify the Brand Awareness of Raymond and its level of satisfaction among the customer.

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RESEARCH METHODOLOGY RESEARCH DEFINITIONS Research may be defined as any organized inquiry designed and carried Out to provide information for solving a problem. - EMORY Research is essentially an investigation, a recording and an analysis of evidence for the purpose of gaining knowledge. -ROBERT Research in common place refers to a search for knowledge. Research is defined as systematic and scientific search for pertinent information on specific topic or area of study. METHODOLOGY Methodology is a plan of action for a research project and explains in detail how data are collected analyzed and presented, so that they will provide meaning information. RESEARCH DESIGN A Research design is purely and simply the framework or plan for the guides the collection and analysis of data. It is the overall operational pattern or framework of the project that stipulated the information to be collected, from which source and what procedures. A Research design might be described as a series of advance decision that taken together from a specific master plan or the model for the conduct of the investigation. Descriptive research is used in this project. SOURCES OF DATA: Primary Data The source of primary data is the customers. With the help of the questionnaire distributed to the customers, the researcher collected the needful information from the respondent which is the primary data for the research.
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Secondary data The secondary data has been collected from the publications, profile of the company, websites, which are been needed for the study. SAMPLING PLAN Due to cost and time involved in collecting the data from all the respondents, it becomes a compulsion to choose representation. Sampling plan explains the Sampling unit Sampling size Sampling method SAMPLING UNIT The sampling unit is who is to be surveyed? That is sampling unit is who are all the respondent is called sampling unit. The sampling units for this Brand Awareness of Raymond products is customers . SAMPLING SIZE The sample size for this research is 100. SAMPLING METHOD Different types of sampling methods are available. In this research the convenience sampling was selected for this research. STATISTICAL TOOLS To arrange and interpret the collected data the following statistical tools were used. Percentage Method. Chi-Square method.

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ANALYSIS AND INTERPRETAION

PERCENTAGE METHOD: TABLE NO: 01 GENDER OF RESPONDENTS

S.NO FACTORS NO.OF.RESPONDENTS PERCENTAGE (%) 1 2 Male Female Total 69 31 100 69 31 100

Source: Primary Data INFERENCE: It is inferred that 69% of the respondents are male 31% of respondents are female.

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CHART NO: 01 GENDER OF RESPONDENTS

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TABLE NO: 02 AGE OF RESPONDENTS

S.NO 1 2 3 4

FACTORS Below 25 Between 25 to 35 Between 35 to 45 Above 45 Total

NO.OF.RESPONDENTS PERCENTAGE (%) 32 45 13 10 100 32 45 13 10 100

Source: Primary Data INFERENCE: It is inferred from the above table 45% of the respondents are between 35 to 25 and 32% of the respondents are below 25 and 13% of the respondents are between 35 to 45 and the remaining10% of the respondents are above 45.

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CHART NO: 02 AGE OF RESPONDENTS

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TABLE NO: 03 EDUCATIONAL QUALIFICATION OF RESPONDENTS

S.NO 1 2 3 4 5

FACTORS Below +2 Diploma/IT UG PG Others Total

NO.OF.RESPONDENTS PERCENTAGE (%) 14 17 22 39 8 100 14 17 22 39 8 100

Source: Primary Data INFERENCE: It is inferred from the above table is that 39% of the respondents are PG, 22% of the respondents comes under the category of UG, 17% of the respondents comes under the category of Diploma/IT, 14% of the respondents comes under the category of BELOW +2, the remaining 8% comes under the category of others.

CHART NO: 03 EDUCATIONAL QUALIFICATION OF

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RESPONDENTS

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TABLE NO: 04 MONTHLY INCOME OF RESPONDENTS

Source: Primary Data S.NO FACTORS 1 2 3 4 5 Below 15000 Between 15001 to 20000 Between 20001 to 30000 Between 30001 to 40000 Above 40000 Total INFERENCE:

NO.OF.RESPONDENTS PERCENTAGE (%) 17 52 28 03 0 100 17 52 28 03 0 100

It is inferred from the above table is that 52% of the respondents have an income level between 15001 to 20000, 28% of the respondents have an income level between 20001 to 30000, 17% of the respondents have income level of below 15000, 3% of the respondents have an income level between 30001 to 40000, and the remaining 0% have an income level above 40000.

CHART NO: O4 MONTHLY INCOME OF RESPONDENTS

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TABLE NO: 05 MARITAL STATUS

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S.NO 1 2

FACTORS NO.OF.RESPONDENTS PERCENTAGE (%) Single Married Total 77 23 100 77 23 100

Source: Primary Data INFERENCE: It is inferred that 77% of respondents are single who form the majority of the sample and the remaining 23% are married.

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CHART NO: 05 MARITAL STATUS

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TABLE NO: 06 OCCUPATION OF THE RESPONDENTS

S.NO 1 2 3 4 5

FACTORS Government Sector Private Sector Business Students Others Total

NO.OF.RESPONDENTS PERCENTAGE (%) 15 17 18 38 12 100 15 17 18 38 12 100

Source: Primary Data INFERENCE: It is inferred that from the above table 38% of the respondents are students, 18% of the respondents are business people, 17% of the respondents are private sector, 15% of the respondents are government sector people and the remaining 12% are others.
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CHART NO: 06 OCCUPATION OF RESPONDENTS

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TABLE NO: 07 AWARENESS OF THE BRAND

S.NO 1 2 3 4 5

FACTORS Family members Friend Colleagues Advertisements Others Total

NO.OF.RESPONDENTS PERCENTAGE (%) 15 55 15 05 10 100 15 55 15 05 10 100

Source: Primary Data INFERENCE: It is inferred that 55% of the respondents came aware through friends and 15% of the respondents came aware through family members, 15% of the respondents came aware through

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colleagues, 10% of the respondents came aware through others and 05% of the respondents came aware through advertisement.

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CHART NO: 07 AWARENESS OF THE BRAND

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TABLE NO: 08 WHICH BRAND DO LIKE MOST

S.NO 1 2 3 4 5

BRANDS Raymond Parx Park Avenue Color Plus Notting Hill Total

NO.OF RESPONDENTS PERCENTAGE (%) 25 33 22 14 06 100 25 33 22 14 06 100

Source: Primary Data INFERENCE: It is inferred that , 33% of the respondents use Parx, 25% of the respondents use mainly Raymond ,22% of the respondents use Park Avenue, 14% of the respondents use Color Plus and the remaining 06% of the respondents use Notting Hill.

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CHART NO: 08 THE BRAND THAT IS MOST LIKED

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S.NO OPINIONS NO.OF .RESPONDENTS PERCENTAGE (%) 1 2 Yes No Total 85 15 100 85 15 100

TABLE NO: 09 WHETHER THE BRAND INHERITS THE INDIAN STYLE

Source: Primary Data INFERENCE: It is inferred from the table that 85% of the respondents say yes that the brand inherits the Indian style and the remaining 15% of the respondents says no.
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CHART NO: 09 WHETHER THE BRAND INHERITS THE INDIAN STYLE

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TABLE NO: 10 WHETHER THE PRODUCT SYMBOLIZES THE QUALITY, THE LEADERSHIP AND THE TRUST WORTHY.

S.NO 1 2 3 4 5

FACTORS Strongly Agree Agree Neutral Disagree Strongly Disagree Total

NO.OF.PERCENTAGE PERCENTAGE (%) 12 33 25 14 06 100 12 33 25 14 06 100

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Source: Primary Data INFERENCE: It is inferred from the above table is that 33% of the respondents agree 25% of the respondents are in neutral, 14% of the respondents disagree, 12% of the respondents strongly agree 6% of the respondents strongly disagree.

CHART NO: 10 CHART SHOWING WHETHER THE PRODUCT SYMBOLIZES THE QUALITY, THE LEADERSHIP AND THE TRUST WORTHY.

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TABLE NO: 11 SATISFACTION LEVEL OF CUSTOMERS TOWARDS CLASS AND COMFORT

S.NO OPINION NO.OF.RESPONDENTS PERCENTAGE (%) 1 2 Yes No Total Source: Primary Data INFERENCE: It is inferred from the table 88% of the respondents say yes and the remaining 12% of the respondents say no. 88 12 100 88 12 100

CHART NO: 11
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SATISFACTION LEVEL OF CUSTOMERS TOWARDS CLASS AND COMFORT

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TABLE NO: 12 AT WHAT OCCASSIONS THE RAYMOND SUITS MOST

S.NO FACTORS NO.OF.RESPONDENTS PERCENTAGE (%) 1 2 3 4 5 Marriage Parties Business Travelling Others Total Source: Primary Data INFERENCE: It is inferred from the table that 33% of the respondents wear for the parties, 22% of the respondents wear for marriage, 22% of the respondents wear for the business, 14% of the respondents wear for travelling and the remaining 9% wear for other occasions. 22 33 22 14 9 100 22 33 22 14 9 100

CHART NO: 12 AT WHAT OCCASSIONS THE RAYMOND SUITS MOST

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TABLE NO: 13 THE AWARENESS TOWARDS ADVERTISEMENT

S.NO 1 2

FACTORS Yes No Total

NO.OF.RESPONDENTS 77 23 100

PERCENTAGE (%) 77 23 100

Source: Primary Data INFERENCE: It is inferred from the table that 77% of the respondents say that they have seen the advertisement and the remaining 23% of the respondents are not aware of the advertisements.

CHART NO: 13
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THE AWARENESS TOWARDS ADVERTISEMENT

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TABLE NO: 14 THE SATISFACTION LEVEL THE RESPONDENTS TOWARDS THE ADVERTISEMENT Source: Primary Data S.NO 1 2 3 4 5 FACTORS Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total NO.OF.RESPONDENTS PERCENTAGE (%) 13 22 34 21 10 100 13 17 29 21 10 100

INFERENCE: It is inferred from the table that 34% of the respondents are Neutral about the advertisement,22% of the respondents are satisfied, 21% of the respondents are Dissatisfied ,13 % of the respondents are Highly satisfied, 10% of the respondents are highly dissatisfied.

CHART NO: 14
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THE SATISFACTION LEVEL THE RESPONDENTS TOWARDS THE ADVERTISEMENT

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TABLE NO: 15 BENEFITS EXPECTED FROM RAYMOND AFTER THE NEXT PURCHASE

S.NO BENEFITS 1 2 3 Coupons Seasonal offer

NO.OF.RESPONDENTS PERCENTAGE (%) 22 48 12 48 30 100

Complementary gifts 30 Total 100

Source: Primary Data INFERENCE: It is inferred from the table that, 48% of the respondents like to have seasonal offers, and 30% of the respondents like to have complementary gifts 22% of the respondents like to have coupon.

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CHART NO: 15 BENEFITS EXPECTED FROM RAYMOND AFTER THE NEXT PURCHASE

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TABLE NO: 16 THE RAYMOND IS A COMPLETE MAN

S.NO FACTORS 1 2 3 4 5 Strongly agree Agree Neutral Disagree

NO.OF.RESPONDENTS PERCENTAGE (%) 14 33 35 11 14 33 15 11 07 100

Strongly disagree 07 Total 100

Source: Primary Data INFERENCE:

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It is inferred from the table that 35% of the respondents are neutral, 33% of the respondents agree, 14% of the respondents strongly agree, 11% of the respondents disagree, 7% of the respondents strongly disagree.

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CHART NO: 16 THE RAYMOND IS A COMPLETE MAN

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TABLE NO: 17 THE QUALITY OF THE PRODUCTS DISTRIBUTED DURING OFFER PERIOD IS GOOD

S.NO

FACTORS

NO OF RESPONDENTS

PERCENTAGE (%) 15 27 34 18 05 100

1 2 3 4 5

Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Total Source: Primary Data

16 27 34 18 05 100

INFERENCE: It is inferred from the table that 34% of the respondents are neither agree nor disagree, 27% of the respondents are agree, 18% of the respondents are disagree , 16% of the respondents are strongly agree and 05% of the respondents are strongly disagree.

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CHART NO: 17 THE QUALITY OF THE PRODUCTS DURING OFFER PERIOD IS GOOD

TABLE NO: 18
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THE EFFECTIVE USAGE PACKING OF RAYAMOND PRODUCT

S.NO

FACTORS

NO OF RESPONDENTS

PERCENTAGE (%)

1 2 3 4 5

Strongly agree Agree Neither agree nor disagree Disagree Strongly disagree Total Source: Primary Data

12 32 29 21 06 100

12 32 29 21 06 100

INFERENCE: It is inferred from the table that 32% of the respondents are agree , 29% of the respondents are neither agree nor disagree, 21% of the respondents are disagree 12% of the respondents are strongly agree and 6% of the respondents are strongly disagree.

CHART NO: 18 THE OF PACKING OF RAYMOND PRODUCTS

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TABLE NO: 19 SATISFACTION LEVEL OF DESIRABLE QUALITIES

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Source: Primary Data INFERENCE S.NO FACTORS NO.OF.RESPONDENTS PERCENTAGE(%) 1 2 Yes No Total 54 46 100 54 46 100

It is inferred from the table 54% of the respondents say yes and, 46% of the respondents say No.

CHART NO: 19 SATISFACTION LEVEL OF DESIRABLE QUALITIES

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TABLE NO: 20 RESPONDENTS WHICH PARTICULAR QUALITY LIKELY MOST

S.NO

FACTORS

NO OF RESPONDENTS

PERCENTAGE(%)

1 2 3 4

Fabric quality Color variables Design All the above Total Source: Primary Data

37 19 24 20 100

37 19 24 20 100

INFERENCE: It is inferred from the table that 37% of the respondents are fabric quality, 24% of the respondents are designs , 20% of the respondents are all the above qualities, 19% of the respondents are color variables,.

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CHART NO: 20 THE RESPONDENTS ARE WHICH PARTICULAR QUALITY LIKELY MOST

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TABLE NO: 21 THE EXPECTATION LEVEL OF PRODUCTS AND SERVICES FROM RAYMOND

S.NO FACTORS 1 2 3 4 5 Highly satisfied Satisfied Neutral Dissatisfied

NO.OF.RESPONDENTS FACTORS (%) 28 43 18 6 28 43 18 6 5 100

Highly dissatisfied 5 Total 100

Source: Primary Data INFERENCE: It is inferred from the table that43% of the respondents are satisfied, 28% of the respondents are highly satisfied, 18% of the respondents, 6% of the respondents are dissatisfied, and 5% of the respondents are highly dissatisfied.

CHART NO: 21
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THE EXPECTATION LEVEL OF PRODUCTS AND SERVICES FROM RAYMOND

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TABLE NO: 22 RESPONDENTS OPINION REGARDING THE CONSISTENT UPGRADATION OF CUSTOMER SERVICE

S.NO 1 2

FACTORS NO.OF.RESPONDENTS PERCENTAGE (%) Yes No Total Source: Primary Data 68 32 100 68 32 100

INFERENCE: It is inferred from the table that 68% of the respondents say yes that the Raymond consistently upgrade its customer service and the remaining 32% of the respondents says no.

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CHART NO: 22 RESPONDENTS OPINION REGARDING THE CONSISTENT UPGRADATION OF CUSTOMER SERVICE

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TABLE NO: 23 SATISFACTION LEVEL OF RESPONDENTS TOWARDS CUSTOMER SERVICE

S.NO 1 2 3 4 5

FACTORS Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

NO.OF .RESPONDENTS PERCENTAGE(%) 33 44 13 08 02 100 33 44 13 08 02 100

Source: Primary Data INFERENCE: It is inferred from the table that 44% of the respondents are satisfied , 33% of the respondents are highly satisfied, 13% of the respondents are neutral, 8% of the respondents are dissatisfied and 2% of the respondents are highly dissatisfied.

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CHART NO: 23 SATISFACTION LEVEL OF RESPONDENTS TOWARDS CUSTOMER SERVICE

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TABLE NO: 24 QUALITY OF RAYMOND PRODUCTS MATCHES WITH PRICE

S.NO 1 2 3 4 5

FACTORS Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

NO.OF .RESPONDENTS PERCENTAGE(%) 27 34 18 12 09 100 27 34 18 12 09 100

Source: Primary Data INFERENCE: It is inferred from the table that 34% of the respondents are satisfied, 27% of the respondents are highly satisfied, 18% of the respondents are neutral, 12% of the respondents are dissatisfied and 09% of the respondents are highly dissatisfied.

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CHART NO: 24 THE QUALITY OF THE RAYMOND PRODUCTS MATCHES WITH PRICE

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TABLE NO: 25 CONSISTENCY OF THE FABRC IS GOOD

S.NO FACTORS 1 2 3 4 5 Highly satisfied Satisfied Neutral Dissatisfied

NO.OF .RESPONDENTS PERCENTAGE(%) 39 23 27 08 39 23 27 08 03 100

Highly dissatisfied 03 Total Source: Primary Data 100

INFERENCE: It is inferred from the table that 39% of the respondents are highly satisfied, 27% of the respondents are neutral, 23% of the respondents are satisfied, ,08% of the respondents are dissatisfied and 03% of the respondents are highly dissatisfied.

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CHART NO: 25 THE CONSISTENCY OF FABRIC IS GOOD

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TABLE NO: 26 SATISFACTION OF PRICE LEVEL FROM RAYMOND PRODUCTS

S.NO 1 2 3 4 5

FACTORS Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

NO.OF .RESPONDENTS PERCENTAGE(%) 17 21 27 23 12 100 17 21 27 23 12 100

Source: Primary Data INFERENCE: It is inferred from the table that 27% of the respondents are neutral, 23% of the respondents are dissatisfied, 21% of the respondents are satisfied , 17% of the respondents are highly satisfied and 12% of the respondents are highly dissatisfied.

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TABLE NO: 26 SATISFACTION OF PRICE LEVEL FROM RAYMOND PRODUCTS

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TABLE NO: 27 SATISFACTION OF QUALITY LEVEL FROM RAYMOND PRODUCTS

S.NO 1 2 3 4 5

FACTORS Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

NO.OF .RESPONDENTS PERCENTAGE(%) 33 31 20 13 03 100 33 31 20 13 03 100

Source: Primary Data INFERENCE: It is inferred from the table that 33% of the respondents are highly satisfied, 31% of the respondents are satisfied, 20% of the respondents are neutral, 13% of the respondents are dissatisfied and 3% of the respondents are highly dissatisfied.

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TABLE NO: 27 SATISFACTION OF QUQLITY LEVEL FROM RAYMOND PRODUCTS

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TABLE NO: 28 SATISFACTION OF VARITIES LEVEL FROM RAYMOND PRODUCTS

S.NO 1 2 3 4 5

FACTORS Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

NO.OF .RESPONDENTS PERCENTAGE(%) 28 23 32 12 05 100 28 23 32 12 05 100

Source: Primary Data INFERENCE: It is inferred from the table that 32% of the respondents are neutral, 28% of the respondents are highly satisfied, 23% of the respondents are satisfied, 12% of the respondents are dissatisfied and 05% of the respondents are highly dissatisfied.

TABLE NO: 28 SATISFACTION OF VARITIES LEVEL FROM RAYMOND PRODUCTS

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TABLE NO: 29 SATISFACTION OF OFFERS LEVEL FROM RAYMOND PRODUCTS

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S.NO 1 2 3 4 5

FACTORS Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

NO.OF .RESPONDENTS PERCENTAGE(%) 18 26 29 23 04 100 18 26 29 23 04 100

Source: Primary Data INFERENCE: It is inferred from the table that 29% of the respondents are neutral, 26% of the respondents are satisfied, 23% of the respondents are dissatisfied, 18% of the respondents are highly satisfied, and 04% of the respondents are highly dissatisfied

TABLE NO: 29 SATISFACTION OF OFFERS LEVEL FROM RAYMOND PRODUCTS

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TABLE NO: 30 SATISFACTION OF GIFT PACKS LEVEL FROM RAYMOND PRODUCTS

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S.NO 1 2 3 4 5

FACTORS Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

NO.OF .RESPONDENTS PERCENTAGE(%) 11 18 15 32 24 100 11 18 15 32 24 100

Source: Primary Data INFERENCE: It is inferred from the table that 32% of the respondents are dissatisfied, 24% of the respondents are highly dissatisfied, 18% of the respondents are satisfied, 15% of the respondents are neutral, and 11% of the respondents are highly satisfied,.

TABLE NO: 30 SATISFACTION OF GIFT PACKS LEVEL FROM RAYMOND PRODUCTS

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TABLE NO: 31 SATISFACTION OF FABRIC CONDITION FROM RAYMOND PRODUCTS

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S.NO 1 2 3 4 5

FACTORS Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

NO.OF .RESPONDENTS PERCENTAGE(%) 24 19 22 17 12 100 24 19 22 17 12 100

Source: Primary Data INFERENCE: It is inferred from the table that 24% of the respondents are highly satisfied, 22% of the respondents are neutral, 19% of the respondents are satisfied, 17% of the respondents are dissatisfied and 12% of the respondents are highly dissatisfied.

TABLE NO: 31 SATISFACTION OF FABRIC CONDITION FROM RAYMOND PRODUCTS

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TABLE NO: 32 SATISFACTION LEVEL OF COLOR & DESIGN FROM RAYMOND PRODUCTS

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S.NO 1 2 3 4 5

FACTORS Highly satisfied Satisfied Neutral Dissatisfied Highly dissatisfied Total

NO.OF .RESPONDENTS PERCENTAGE(%) 34 28 18 14 06 100 34 28 18 14 06 100

Source: Primary Data INFERENCE: It is inferred from the table that 34% of the respondents are highly satisfied, 28% of the respondents are satisfied, 18% of the respondents are neutral, 14% of the respondents are dissatisfied and 6% of the respondents are highly dissatisfied.

TABLE NO: 32 SATISFACTION LEVEL OF COLOR % DESIGN FROM RAYMOND PRODUCTS

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CHI-SQUARE TEST: THE ANALYSIS OF RELATIONSHIP BETWEEN MARITAL STATUS WITH THAT OF THE CUSTOMER EXPECTATION:

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In order to determine the relationship between the marital status of the respondents and the customer expectation Chi Square test was employed. NULL HYPOTHESIS (H0): There is no significant relationship between the customer expectation and the marital status of the respondents. ALTERNATE HYPOTHESIS (H1): There is a significant relationship between the customer expectation and the marital status of the respondents.

TABLE NO: 33

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THE ANALYSIS OF RELATIONSHIP BETWEEN MARITAL STATUS WITH THAT OF THE CUSTOMER EXPECTATION

Calculated 2 Factor Value Table Value D.F Remarks

Marital status

5.263

9.488

Significant at 5% level

INFERENCE: Since calculated value 5.263 for D.F. at 5% level of significance is lesser than the table value(9.488). Therefore the hypothesis is accepted. Thus the null hypothesis is accepted and it infers that theres no significant relationship between the customer expectation and the marital status of the respondents.

THE ANALYSIS OF RELATIONSHIP BETWEEN THE AGE GROUP AND THE CLASS AND COMFORT

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To analyze the relationship between the age group and the class & comfort Chi Square test was used. NULL HYPOTHESIS (H0): There is no significant relationship between the age group and the class and comfort of the respondents. ALTERNATE HYPOTHESIS (H1): There is a significant relationship between the age group and the class and comfort of the respondents.

TABLE NO 33:

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THE ANALYSIS OF RELATIONSHIP BETWEEN THE AGE GROUP AND THE CLASS AND COMFORT

Calculated 2 Factor Value Table Value D.F Remarks

Age Group

16.776

7.815

Significant at 5% level

INFERENCE: Since calculated value 16.776 for D.F. at 5% level of significance is greater than the table value (7.815). Therefore the hypothesis is rejected. Thus the null hypothesis is rejected and it infers that theres significant relationship between the age group and the class & comfort of the respondents.

FINDINGS

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 It is inferred that 69% of the respondents are male 31% of respondents are female. It is inferred from the above table 45% of the respondents are 25 to 35, and 32% of the respondents are Below 25 ,and 13% of the respondents are between 35 to 45, and the remaining10% of the respondents are above 45. 52% of the respondents come under the category of Diploma/IT, 30% of the respondents come under the category of UG, and 12% of the respondents come under the category of PG. 27% of the respondents have an income level between 15001 to 20000, 22% of the respondents have an income level between 20001 to 30000, 12% of the respondents have an income level between 30001 to 40000. 24% of the respondents are students, 31% of the respondents are employed, 27% of the respondents are business people, and the remaining 6% are others. 28% of the respondents came aware of the brand through friends, 16% of the respondents came aware through colleagues and the highest 34% of the respondents came aware through advertisement. 32% of the respondents use mainly Raymond, 77% of the respondents have stated that the brand inherits the Indian style. 39% of the respondents strongly agree that the brand symbolizes the Quality, the Leadership. 82% of the respondents have stated that the brand represents their class & comfort. 34% of the respondents wear Raymond for the business 47% of the respondents like to have seasonal offers 82% of the respondents say that they have seen the advertisement. 37% of the respondents are highly satisfied about the advertisement. 46% of the respondents strongly agree that the tag line suits Raymond. 74% of the respondents say yes that the Raymond consistently upgrade its customer service. 42% of the respondents are highly satisfied, 34% of the respondents are satisfied regarding the customer service.
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 41% of the respondents are highly satisfied towards the products and services. 61% of the respondents say yes that the brand has the desirable qualities of their expectations. From Chi-square analysis it is found that theres no significant relationship between the customer expectation and the marital status of the respondents. From Chi-square analysis it is found that theres significant relationship between the age group and the class & comfort of the respondents.

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SUGGESTIONS: They should maintain the relationship with customers after the sales. It may increase the sales in future. They should improve varieties and design of the product. If the company provides discounts and offers means it will also improve the sales. If the advertisements are given frequently not only during the seasonal time but also during normal days, the people will get more aware of the product. The surroundings and the interior of the shop can be reassembled to attract customers. More care can be given to the regular customers and concessions can be given the new customers.

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CONCLUSION: From the study it is concluded that Raymond brand has good image in the market. The company has very good brand image when compared to other brands. The quality and durability are satisfied to the existing customers. The company can improve its promotions mainly in the area of advertisement. And they must observe the customers needs, wants and expectation, and then only they can increase the sales. Majority of the customers are highly satisfied with the qualities of Raymond. Advertisement through transport too can increase the awareness regarding the brand.

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BIBILOGRAPHY 1. Pillai, R.J.N. Bagavathi. Modem marketing ( Principle and practices) S.Channel and Company limited 9th edition, 2005. 2. Ramasamy and Mejumed, Marketing research, New age India published 4th edition 2005. 3. Gupta S, Research methodology and statistical techniques deepened and drop publication, 2002 4. Company records and profiles.

WEB ADDRESS: www.tabumoters.com www.tada.com

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A STUDY ON BRAND AWARNESS OF RAYMOND PRODUCTS (With Special Reference to Raymond products in Salem District) DEMOGRAPHIC VARIABLES 1 Name:

2 Address: 3 Gender :(a) Male 4 Age group: Below-25 (b) Female 25-35 35-45 above 45

5 Educational Qualification: Below +2 Dip/IT

UG

PG

other (e) Above 40000

6 Monthly income : a) Below 15000 (b) 15001-20000 (c) 20001-30000 (d) 30001-40000 7. Marital Status: (a) Single 8. Occupation: (a) Student (b) Profession (b) Married (c) Business (d) Employed (e) Others

9. Are you aware of Raymond products ? (a) Yes (b) No 10. From whom you came to know Raymond? (a) Family members (b) friends (c) colleagues (d) Advertisement 11. Which brand do you like to wear most? (a) Raymond (b) Parx (c) Park Avenue (d) Color Plus 12. Does the pattern of Raymond inherit the Indian style? (a) Yes (b) No 13. Does the name of the brand symbolizes the Quality, the Leadership and Trustworthy of the products and services? (e) others

(e) Noting Hill

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(a) Strongly Agree

(b) Agree

(c) Neither Agree nor disagree

(d) Disagree

14. Does it satisfy your Class and Comfort? (a) Strongly Agree (b) Agree (c) Neither Agree nor disagree

15. At what occasions the Raymond suits most? (a) Marriage (b) Parties (c) Business meetings (d) Travelling 16. Have you seen the advertisement? (a) Yes (b) No

(e) others

If Yes, are you satisfied with the advertisement? (a) Highly satisfied (b) satisfied (c) Neutral (d) Dissatisfied (e) highly dissatisfied 17. What is the benefit you expect from Raymond for your next purchase? (a) Coupons (b) Seasonal Offer (c) complementary gifts 18. Raymond Is a Complete Man do you agree with that tag line? (a) Strongly Agree (b) Agree (c) Neither Agree nor disagree (d) Disagree 19. The Quality of the products distributed during offer period is good ? (a) Strongly Agree (b) Agree (c) Neither Agree nor disagree (d) Disagree 20. The offer package of Raymond product is effective for usage? (a) Strongly Agree (b) Agree (c) Neither Agree nor disagree 21 .Does Raymond possess all the desirable qualities? (a) Yes (b) No If yes, Which particular quality your like like most? (a) fabric quality (b) color variables (c) designs (d) all the above 22. Does the product and service consistently meet customer expectations? (a) Highly satisfied(b) Satisfied (c) Neutral (d) Dissatisfied (e) Highly Dissatisfied (d) Disagree

24. Does Raymond upgrade its customer service consistently? (a) Yes (b) No 25. The pricing of the Raymond products matches with the Quality? (a) Highly satisfied (b) satisfied (c) Neutral (d) Dissatisfied (e) highly dissatisfied 26.The Consistency Of The Fabric Is Good ? (a) Highly satisfied dissatisfied (b) satisfied (c) Neutral (d) Dissatisfied (e) highly

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27. State Your Level Of Satisfaction Regarding Raymond Products? Level of Satisfaction Prices Quality Varieties Offers Gifts packs Fabric condition Color & design Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied

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