PREFACE

The academic knowledge that we management students gather,

until applied practically is of no use. It has been general
phenomenon of present business management world that lays
down stress on the proper management of theoretical knowledge
in the real world.

And for that I got the opportunity to under go my SUMMER

TRAINING in Rajasthan Spinning and Weaving Mills, Noida,
where I was allotted the project entitled “factors affecting sales
of mayur suitings and consumer behavior pattern regarding
purchase of suitings in eastern Uttar Pradesh.”

I was assigned to do my survey work in 4 cities of Eastern Uttar

Pradesh (Lucknow Kanpur Jaunpur and Allahabad).
 ACKNOWLEDGEMENT

No task is a single man’s effort. Various factors dealers and

persons integrate to provide the best background for
accomplishment of the task; several persons with whom I
interacted have contributed significantly to the successful
completion of my project study. Though it is difficult to mention all
the names individually my debt of gratitude is no less. I deem it to
be my duty to record my gratitude and acknowledgement to Mr.
Ashok Kumar (General Manager HR).

With immense pleasure I would like to express my sincere thanks

and gratitude to Mr. Manoj Chandna (Deputy General Manager,
Marketing), my project guide for having given this rare privilege
for working under him. I take this opportunity to record a deep
sense of gratitude to Mr. B. R. Aggarwal, Mr. Rajeev Chhabra
and other superiors, whose kind supervision, keen interest and
valuable suggestions went all the way in successful completion of
this work.

I also extend my special thanks to Dr. B. S. Bhatia (Director,

Apeejay Institute of Technology, School Of Management, Greater
Noida) and my project supervisor Dr. Anil Chojar whose valuable
suggestions helped me in preparing the report.

Most comfortably it was blessing of my parents and love of

various friends that kept me motivated throughout my project
work.

(Pushpendra Singh)
 DECLERATION

This is to declare with best of my knowledge that this project

report is my original work prepared by me as part of my summer
training in RAJASTHAN SPINNING & WEAVING MILLS (MAYUR
SUITINGS) . I have submitted a copy of this project to School Of
Management, Apeejay Institute of Technology, Greater Noida
and therefore this is the sole property of the institute. Any use of
this project without the prior written permission of the institute will
be considered illegal and actionable. This project is the outcome
of my original work done on behalf of School Of Management,
Apeejay Institute of Technology, Greater Noida under the
guidance of Mr. Manoj Chandna (DGM, Marketing) .

Signature of the Guide Signature of the Student

 CONTENTS

Sl. No. Description Page No.

1. Introduction
2. Objectives Of The Study
3. Company Profile
4. Research Methodology
5. Data Analysis and interpretation
 F a c t o r s a ff e c t i n g s a l e s o f m a y u r s u i t i n g s i n
e a s t e r n U . P.
 consumer behavior pattern regarding
purchase of suitings
6. Conclusions
7. Recommendations
8. Limitations
9. Bibliography
10. Annexure
 Questionnaire for retailers
 Questionnaire for customers
Introduction
 Introduction

Rajasthan Spinning & Weaving Mills . was the first textile mill of
the LNJ BHILWARA Group which built on its core strength in
textiles by widening the product range and moving up the value
chain and ranks among the top five textile houses in the country.

Today, the Group boasts of some well-known brands, which

include Mayur Suitings, BSL Suitings, La Italia Fashion Range,
Buddy Davis Leisure wears. The Group is one of the largest
producer and exporter of polyester / viscose yarns in India.

It must be noted that the Mayur Suitings is renowned the world

over as the largest manufacturer and exporter of synthetic spun
yarn from India. It has the most modern, IS/ISO 9001:2000
accredited plants at Gulabpura, Banswara, Mandpam and
Rishabdev Rajasthan, with manufacturing capacities consisting of
164444 spindles and 67 weaving machines - producing 52000 MT
of yarn and 7 million meters of fabric annually.
Objective of the study
 Objective of the study

 To analyze market potential as well as factors affecting

sales of mayur suitings in eastern UP.

 To obtain complains and feedback from retailers and ARC’s

 To find out that up to what extent retailers understand

buying behavior of customers.

 To find out factors that influence consumer behavior pattern

regarding purchase of suitings.

 To analyze brand awareness in minds of consumers.

Group profile
 Group profile

The Rs. 1687 Crore LNJ Bhilwara Group is a diversified group

with interests in Textiles, Graphite’s Electrodes, Power
Generation, Sponge Iron, Information Technology, and IT
Enabled Services. Headquarters in Noida (NCR), the group
employs 20,000 people.
In 1959, Mr. L. N. Jhunjhunwala set up a 12,500 spindles cotton
spinning mill at Bhilwara, in Rajasthan with a modest investment
of Rs. 6 million. This spinning mill was called Rajasthan Spinning
& Weaving Mill. This was the first textile mill of the Company and
the Group. And by 1968 - 69, RSWM was manufacturing India's
first polyester viscose (PV) blended yarn, which soon became a
runaway success. Thereafter, the company moved from strength
to strength.

From a single unit in Rajasthan, LNJ Bhilwara group has in the

last forty years emerged as an industrial powerhouse, with
turnover of Rs.1750 crore in 2002-2003. At present the Group
employs a workforce of over 20,000 personnel in plants and
offices spread over eighteen locations across the country.

In these years, the Group has built on its core strength in textiles
by widening the product range and moving up the value chain and
ranks among the top five textile houses in the country. The textile
activities of the Group include:

 Spinning-cotton, polyester, viscose, acrylic, wool and

blends, polyester blended yarn, cotton/tencel blends and
100% tencel ;

 Weaving-suiting and shirting fabric in P/V blends,

polyester / polynosic, tencel, 100% wool and polywool,
flame retardant fabric.
  Knitting of cotton and manufacturing ready made knit
garments-both innerwear and outerwear.

Today, the Group boasts of some well-known brands, which

include Mayur Suitings, BSL Suitings, La Italia Fashion Range,
Buddy Davis Leisure wears.

The Group has also diversified into the manufacturing of

automotive furnishing fabric in collaboration with Austrim Ltd
(Melba Industries), Australia and De Witte Lietear, Belgium.

Since then, it has been catering to the ever-growing demands of

the Clothing and Fashion industry, in the domestic as well as the
international markets.

RSWM is a leading textile company in India to manufacturer of

fabrics for suiting and casual wear. In recent years, the company
restructured its business portfolios to focus as a textile company
manufacturing and marketing fabrics and ready-to-wear clothing
under its own brands.

A complete vertically integrated plant, RSWM has ultra modern

production facilities to convert wool tops to finished fabrics
through different processes of Dyeing, Spinning, Weaving and
Finishing using state-of-the-art machinery imported from France,
Germany, Switzerland and Italy. Stringent quality checks at every
stage and process enabled RSWM to bag the prestigious ISO
9001 certification. Keeping pace with the complex requirements of
the industry,

To become a dominant player in the textile industry, Rajasthan

Spinning and Weaving Mill has always been on the forefront of
adopting cutting edge technology solutions in its operations. This
has helped us in optimizing resources, ramp up production
efficiency; maintain high quality benchmarks and low downtimes.
Over the years, Company has achieved a high degree of
automation and technological sophistication in all the critical
areas of production. As a result, company is able to produce 7
million meters of high quality fabrics and 52,000 metric tons of
yarns, with operating efficiency of 98 percent

The Production capacity of different Plants of RSWM is shown

below:

 Gulabpura

Capacity: 7 million meters of fabric

14,400 metric tones of yarn

 Banswara
Capacity: 22,000 metric tones of yarn

 Mandapam
Capacity: 4000 metric tones of yarn

 Rishabdev
Capacity: 12000 metric tones of yarn

Constant research on designs ensures creation of innovative

future trends. In the new millennium, RSWM Introduced Special

Fibers such as Flame retardant polyester from Hoechst, Tencel

from Acordis (UK), and Flax from Belgium and silk from China,

Polynosic, Polyamides and Micro Denier for producing world class

yarns.

With the most modern spinning and weaving plants, techno-

suaveness, quality consciousness and a vast product range,

RSWM is considered the most modern spinning and weaving
companies in India today: The Fibre Dyeing Plant is equipped
with technology from Dalal; Obermeir HTHP.Its Spinning units are
equipped with preparatory machines from Trutzscheler, Rieter,
Toyota, Vouk, Crosrol and Lakshmi Machines. Company is
equipped with Post Spinning Machines imported from Schlafhorst
(Autoconers 238 & 338), Two-for-one twisters from Volkmann;
Leewaha Murata.The Weaving Plants of RSWM are having Sulzer
P7100 & P7200, projectiles and Toyota air jet weaving machine
 YEAR WISE PROGRESS REPORT OF LNJ BHILWARA GROUP

1959 Mr. L.N. Jhunjhunwala sets up Rajasthan Spinning and

Weaving Mill (RSWM)-the first unit of the Group. The
mill goes on stream in 1960.
1968-69 RSWM becomes the first Indian company to produce
polyester viscose (PV) blended yarn.
1970 Bhilwara Synthetics Ltd (now BSL) set up at Mandpam in
Bhilwara, to manufacture synthetic fabrics. Later it
diversified into worsted yarns and fabrics. Now it has
entered the readymade garment sector & is marketing
trousers, shirts & other fashion accessories under the La
Italia brand name.
1972 The Group ventured into graphite and sets up Hindustan
Electro Graphites Ltd (now HEG Ltd) at Mandideep, in
Madhya Pradesh, in technical and financial collaboration
with Pechiney of France. Today, HEG is the largest
graphite exporter in the country and operate the largest
graphite plant in South East Asia.
1973- The Group sets up a new spinning and weaving mill at
1974 Gulabpura in Rajasthan.
1975 Bhilwara Processors Ltd (now BPL), puts up the first
fabric processing plant in Rajasthan. Today, the plant
has a capacity to process 2.5 million meters of fabric.
1983 Bhilwara Spinners Ltd (Bhilspin), which was initially a
part of the RSWM and in-fact the first unit to be set up
by the group, is incorporated as a separate company to
manufacture cotton and blended yarns and polyester
sewing yarns.
1985 The Group sets up its first knitwear unit in Jammu in
technical collaboration with Group Devanlay S.A. of
France.
1989 Maral Overseas Ltd, a 100% export oriented unit was set
up at Maral (near Indore), in Madhya Pradesh, for the
manufacture of cotton yarns, cotton knitted fabrics and
 cotton knitwear.
In the same year the group took over Siddha Syntex-a
14,000 spindles spinning plant lying closed for four
year--and turned it around using international technology
to expand it to 32976 spindles ultra modern spinning
plant. This plant was later re-christened as Rishabdev
Textiles, which emerged as the largest exporter of
synthetic blended yarn.
The year 1989 also saw the completion of the
construction and commissioning of RSWM, Banswara
unit.
1992 HEG Ltd started its sponge iron unit at Durg in Madhya
Pradesh with an annual capacity of 60,000 MT of sponge
iron.
1993 RSWM signed two MOU with Himachal Pradesh
Government to set up two hydro-electric generation units
for nearly 300 MW capacity
1994 A melange unit started by RSWM Ltd at Mandpam
1997 HEG Ltd, commissioned a 13.5 MW Hydro Electric power
plant at Tawa in Madhya Pradesh in a record time of 23
months at a cost of less than Rs. 70 crores, this plant
being the first in the state of Madhya Pradesh. During
1997 itself HEG Ltd also commissioned its Waste Heat
Recovery Power Plant at its Sponge Iron unit at Durg
with a capacity of 12.8 MW.
In the same year Rajasthan Spinning & Weaving Mills
Ltd., signed an implementation agreement with Himachal
Government for 86 MW Malana Hydro Electric power
project at Kullu (H.P).
1998 The group ventured into specialized automotive fabrics
through a joint venture: Bhilwara Melba De Witte Ltd
with Melba Industries, Australia and De Witte Lietaer,
Belgium. In a short span of time it emerged as a leading
OEM supplier to Maruti, Mitsubishi and Tata.
2000 Maral Overseas Ltd set up Maral Fashions a separate
division for the Indian market and launched the high
quality casual wear- T shirts, polos, trousers, shorts and
other knitted wears- under the brand name of Buddy
Davis.
2001 Maral Overseas Limited set up its third unit at Noida
(Uttar Pradesh) for manufacture and marketing of cotton
sweaters.
Malana Hydro-electric Power Project constructed in a
record time of 2.5 years was formally commissioned by
the Hon'ble Home Minister of India, Shri L. K. Advani on
20th October 2001.
In the same year RSWM Ltd signed an Implementation
Agreement with the Himachal Pradesh Government for
setting up of the 192 MW Allain Duhangan Hydro-Electric
Project.

Achievements and Awards

The awards, the accolades and the achievements of the group,
over the years, have been inspirations for working harder, smarter
and forever better, for every member of the Bhilwara family. Not
one to rest on past laurels, our march forward will ever cease.
  The Group is one of the largest producer and exporter of
polyester / viscose yarns in India.

 HEG has the largest Graphite Electrodes manufacturing

plant in South Asia and Graphite exports constitute 71% of
total sales volume.

 RSWM and Maral is India's first composite textile and

knitted textile mills to be ARE / ISO 9001: 2000 certified.

 MARAL, Maral Sarover plant is 100% Export-Oriented Unit.

 RSWM has been accorded "Golden Trading House" status.

 Maral and HEG have been accorded "Trading House" status.

 BSL Limited and Bhilwara Spinners have been accorded

"Export House" status.

Some of the group companies have found mention in the top 1000
Indian Corporate Giants. *
 RANK BY
Net Sales Net Profit Assets Super Rank
HEG 189 164 217 357
RSWM 240 469 293 512
MOL 385 650 418 538
BSL 598 670 672 386
BhilSpin 797 791 873 -

* Source: Business Standard - "BS 1000 India's Corporate

Giants." - December 2002 Issue.

Our major group companies are among the highest foreign

exchange earners in the country. Among the private sector
companies, four of the group companies feature among the top
100 *

 Maral Overseas Ltd-9th.

 HEG Limited--20th.

 Rajasthan Spinning and Weaving-46th.

 BSL Limited-69th.

* Source: Economic Times Survey Dated: 27/11/2000

 Inspiring Awards

 HEG has won CAPEXIL, highest export award for Graphite

Electrodes, for 17 consecutive years.

 HEG bagged "Rajiv Gandhi National Quality Commendation"

and "National Export" Awards.

 RSWM has, over the years, received several Export Awards

from SRTEPC.

 RSWM bagged yet another Special Export Award from

SRTEPC in Dec. 2002.

 Rishabhdev unit bagged the National Export Award.

 Maral has won TEXPROCIL silver trophy in the 100%

EOU/EPZ category.

 Maral has also been awarded silver trophies by AEPC.

 Maral received the Rajiv Gandhi National Quality award.

 BSL received the National Certificate of Merit for an

outstanding export performance.

 MALANA POWER bagged "Greentech Environment

Excellence" Award.
 Organizational culture
Environment & Society

 Promoted nearby schools including Govt. HS School Kupra;

Govt. Middle School Lodha, Govt. Middle Girls School
Kupra, Nutan Sr. Sec. School - Mohan Colony etc.

 Company instrumental in starting the Govt. Girls College at

Banswara College being run by Govt.

 Contributed in developing Tribal youth of Banswara in field

of Sports (like cricket & archery. & athletics ) since
establishment of unit through Nutan Sr. Secondary School,
Jain Sports Club, Banswara Cricket Association, Nema
Sports Club, Kargil Fund Raising Cricket Club and other
voluntary organisations. Prizes given through District Sports
officer & Tribal Sports development Institutions.

 Company got the link road between Dungarpur and Udaipur

Roads via Janamedi village constructed by PWD.

 Runs "Mayur Helpline"-a 24 hour free ambulance service for

trauma victims.

 Established a Sr. Higher Secondary School (English

Medium) in 1977-78 under the name of Vivekananda Kendra
Vidyalaya at Hurda affiliated to CBSE Board, imparting
value based education to over 650 students.

 Helped Deaf and Dumb School at Bhilwara by contributing

 substantially for the construction of the Handicapped

Training Centre. The LNJ Bhilwara group is coordinating
 with Ministry of Social Justice & Empowerment for grants for
the school. (So far arranged grant of Rs. 1.35 crores).

 Organizes "Mayur Dussehra fair' for all the people in the

neighborhood.

 Helped various sports organizations & societies for

development of Chess, Cricket & local tournaments for
benefit of the younger generation.

 Provided ECG machine & generator sets to Gulabpura Govt.

hospital.
 MANAGEMENT HIERARCHY

Rajasthan Spinning & Weaving Mills Ltd. has been operating on a

philosophy of each unit being a unique ‘profit centre’ under a unit
head who was responsible for Profits and Operations of the
respective Unit. To consolidate operations of the respective unit.
To consolidate operations and advance further in the changing
global scenario, a need was felt for reconstructing management
organization and bolstering capacities in spinning and weaving.

Company has developed a suitable and sustainable management

structure which was not ‘person dependent’ but ‘system
dependent’. Here employees work in a Matrix kind organization,
where the profit responsibility would rest with a ‘Business head’.
Four people are working as Plant heads and they have given
responsibility of managing the day to day operations of the plants,
with focus on increasing volume/profits and developing new
avenues for the growth of the company.

For modernization and adaptation of new technologies, process

and products etc., development and technology are put together
and seen as a ‘business’, under the Business head of Technology
& Development. The responsibility of training and development of
personnel, management of human resources in general and
identifying suitable partners for outsourcing yarn/fabric or
garments is also shouldered by this business head. The heads of
plant management is designated as Chief Operating Officers and
is responsible for Plant operations, production, productivity,
resource optimization, cost reduction, quality, OTP, local liaison,
local purchase and maintaining industrial harmony. The corporate
planning & strategy head is responsible for corporate planning,
business risk evaluation, cost benefit; treasury and term loan

function etc. to re-orient the Human Resource system to the

organizational goals, the people management function is regarded
as a corporate function under the direct control of top
management. With this new management structure, the concept of
units profit head is discontinued and instead, business heads
have been appointed who are responsible for profits of their
respective businesses. This structure is sincere effort aimed at
recognizing the leadership in the textile – field. To address the
issue of stagnancy and shirking profits, the Textile division is also
taking up an ambitious strategy called VISION-2004
The New Management Structure of the Company

CORPORATE OFFICE:

Executive Director (Corporate Affairs)

Vice President (Corporate Affairs)

Sr. Vice President (Corporate Finance)

Vice President (Human Capital & Staffing)

BUSINESS HEADS:

Chief Executive (Dyed Yarn Business)

Chief Executive (Grey Yarn Business)

Chief Executive (Melange Yarn Business

Chief (Technical & Development-Corporate)

PLANT HEADS:

Chief operating Officer (Kharigram)

Chief operating Officer (Banswara)

Chief operating Officer (Bhilwara Spinners)

Chief operating Officer (Rishavdev)

MARKETING:

Vice President (Fabric Domestic)

Sr. General Manager (fabric Export)

Sr. General Manager (Yarn export)

General Manager (Yarn Export)

General Manager (Yarn Export)

General Manager (Yarn Export)

CORPORATE COMMERCIAL / FINANCE:

Vice President (Corporate Commercial)

Vice President (Corporate Finance)

MUMBAI OFFICE PRODUCT DEVELOPMENT:

Sr. Vice President GM (New product development).

 Mayur suitings

While the company lays uniform stress on all fundamental

aspects such as quality, designs and cost-friendliness for
products under all its brands, Mayur Suitings is undoubtedly
premium fabrics brand. Mayur Suitings has a high-end fabric
brand presence in the domestic market, reputed for its finish and
quality. The company manufactures over 3000 design-shade
combinations each year in Light Wool, Polyester Wool and
Woolen fabrics for the Mayur Suitings brand..

The Mayur Suitings brand increasingly reflects both tradition and

modernity in its positioning, product range and marketing
approach. Mayur Suitings superior product quality is at par with
global standards and many of the world's best readymade brands
use fabrics produced by it. A major proportion of their production
output is exported to different Countries. This bodes well for their
future as one of the largest manufacturer of textiles from India.

It must be noted that the Mayur Suitings is renowned the world

over as the largest manufacturer and exporter of synthetic spun
yarn from India. It has the most modern, IS/ISO 9001:2000
accredited plants at Gulabpura, Banswara, Mandpam and
Rishabdev Rajasthan, with manufacturing capacities consisting of
164444 spindles and 67 weaving machines - producing 52000 MT
of yarn and 7 million meters of fabric annually.
 Product Range of Mayur Suitings

Skipper PICASSO
Touch of class TROUSER POWER
Status Quo FOUR SEASON
Jackpot ZEST & ZEAL
Classy Expression PASSION
Owner ’s Pride MATCHLESS
Advantage DRAPERIA
Miami Beach CHINO CRAZE
Jubilee Line DISTINCTION
Upper Crest ALL SEASON
Premium Black SUPER CHINO CRAZE
Dazzle LEGEND SUPER
Santa Barbara SHEER TEMPTION
Horizon STAR COLLECTION
Alpacca Style SWAGAT
Mesmerise MASTER STROKE
Dyna SUPER TWIL
Dyna Might TURBO NEXT PLATINUM
Spectrum New Look HEADS & TAILS
Premier Vision HOLLYWOOD
EXCELLENY COMFORT
ROYAL CREST DUKE
IMPERIAL GOLD SILVER CREST
SHAHNAI SILVER LEAF
PRIDE MAYUR SUTINGS
WALL STREET EMPEROR’S CHOICE
SPENCER AMBASSY
KOYALA BLACK SYMPHONY
WOOL TOUCH EDEN
SAFARI CREATION BODY & SOUL
STAR TRACK PRINCE CHARMING
ROYAL TOUCH STRYDE
CEREMONIAL STELLINA
SAFARI CLUB CONCORD
LAND MARK ROCK SOLID
FRONT RUNNER STATUS SYMBOL
BY IT SELF INSPIRATION
EURO LINE TOUGH TEST
VENTURE REGALIA
ADVENTURE SUSWAGATAM
HERRMODE CLASSIC
SUCCESS FOREVER
TUXEDO
HERBAL TOUCH

Research Methodology
 Research methodology

Research methodology deals with the various methods of

research. The purpose of the research methodology is to describe
the research procedure used in the research. Research
methodology overall includes the research design, data collection
method and analysis procedure which are used to explore insight
information from the research problem. Research methodology
helps in carrying out the project report by analyzing the various
research findings collected through the data collection methods

Research design
Research design is an important and the vital part of the
research. Research design
Is a comprehensive master plan specifying the procedure for
collecting and analysis the needed information? Research design
Provides an excellent framework for the research plan of action.
The function of the research design is to ensure the required data
is in accordance; Research design
Is a blue print for the research study, which guides research in
collecting and analysis the data?
Here in our project we have used the two type of research design.

EXPLORATORY RESEARCH DESIGN

Exploratory research design helps the research in getting the

insight information from the research problem. Generally all the
marketing Research projects innuendos exploratory research that
helps the researcher in providing the sharp focus of the problem

under research. Exploratory Research lays emphasis on the

discovering of ideas and possible inside to get the information
needed to carry out the research has used the exploratory form to
research design in the project under study.

CONCLUSIVE RESEARCH DESIGN

Conclusive research design is the design, which helps researcher

in studying the research problem in conclusive form; this helps
the researcher in choosing the possible cause of action from
various alternatives to make a rational design. Hence this type of
research is being used in this research project.

DATA COLLECTION METHOD

The success of any project or market survey depends heavily on

the data collection and analysis. It is necessary that the data
collected is a reliable data in order to achieve the research
objective. All data sources can be classified into two data

1-PRIMARY DATA
2. SECONDARY DATA

1. PRIMARY DATA –primary data is the data which is fresh and

collected for the first time, and original in character. There are
various primary data collection techniques, which have helped in
data gathering.

The primary data collection techniques used in this project is as

follows-
a) personal interview method
b) survey method
c) questionnaire method
d) observation method
e) experimentation method
2-SECONDARY DATA - secondary data are those data, which
have been already collected or published for the purpose other
than specific research need at hand. This data is simply used up
by a researcher for his purpose of collecting the data and its use
is now not the same.
The secondary data sources here in this project are
a) Company’s quarter update
b) Magazines
c) Company’s internal records
D) Websites

SAMPLE SELECTION

After the questionnaire for the data collection is prepared. Next

step is to identify the universe, for that the sample unit is to be
chosen as it is not possible to gather information from the entire
universe. So here I have selected the sample size of around 100
retailers and same no of consumers in eastern UP (Lucknow,
Allahabaad, Jaunpur and Kanpur).

It’s basically the survey of 100 retailers (including 10 ARC’s of

mayur suitings).and almost the same no. of consumers at the
shops of retailers as well as outside in the market.

I met the retailers at their shops and took their interview and tried
to get the consumers preference about the suitings. I asked the
retailers and customers to fill the questionnaire. From these
questions I got the data about the consumer ’s preference.
Data Analysis and
Interpretation
 Factors Affecting Sales of
Mayur Suitings in Eastern UP
1. Which are the major brands you stock?
Siyaram-84
Donear-62
Vimal-52
OCM-41
Grasims-36
Mayur-33
Digjam-31
Harry collection-12

This data shows that there is poor availability of mayur in eastern

UP especially in Lucknow Allahabad and Kanpur and the reason is
that there is no ARC in Lucknow and only 2 ARC’s are there in
Kanpur and Allahabad.
2. Do you sell suitings of local manufactures also?

The above graph shows that branded manufacturers are getting a

real threat in the market from local manufacturers.
3. What is the proportion of sales of local manufacturers to
branded?

it can be seen from the above graph that local manufacturers are
presenting a tough competition to branded suitings in eastern UP,
and the reason is that the customer is more price conscious and
so the availability of fabric at lower price and better margins to
retailers gives it chance to stand neck to neck with branded
suitings in eastern UP
4. Who are the major players of this sector?

Siyaram

Vimal

Donear

OCM

Grashim

During my servey I discovered that according to the retailers

Mayur is not considered to be a major player in the eastern UP
and the reason what I found is that there is no dealer or ARC in
lucknow and lesser number of ARC’s in the particular area of
survey.
5. (a) rate the following brands in terms of price.

In terms of price the rating of brand by retailers shows that almost

every brand gives a satisfactory or average price to its retailers
and there is very less no. of retailers who rate the prices of brand
as poor.
5. (B) Rate the following brands in terms of color.

By this graph we can be seen that color wise Mayur was

considered having a bit lesser range as compared to other
cometitors.
5. (C) Rate the following brands in terms of fabric.

By this graph we can conclude that as far as quality in concerned,

Mayur has given a upper hand as 55% of Mayur stockist thought
that Mayur has better quality in fabrics.
5. (D) rate the following brands in terms of design.

During interview I found that most common answer to this

question was that there is not much scope of trend in the market
for the designer suitings and it was not more preferred and they
said that almost every branded manufacturer has a good design.
5(e) Rate the following brands in terms of consumer
awareness/brand image.

According to the retailers perception about consumer awareness

of the Mayur was a bit lagging behined as compared to its
competitor Brands.
5. (F)rate the following brands in terms of retail promotion
scheme.

As far as retail promotion schemes are concerned, By responses

of retailers it can be seen that retailers were not much satisfied
with Mayur as few of them havenot got the advantages of
schemes.
5. (G) Rate the following brands in terms of incentives they
provide.

I found during interview that when it comes of rating of brands in

terms of incentives most retailers were of the view that all the
branded manufacturers sometimes give satisfactory incentive
schemes but overall they are not satisfied with the incentive
schemes of the branded manufacturers.
6. Do you sell imported fabrics also?

Imported fabric is sold by 16 retailers out of 100 retailers and it

means that imported fabric is comparatively gaining strength in
the market and could pose a threat to domestic fabric but that
would take time.
7. What is the ratio of imported fabric to domestic fabric?

the ratio of sales of imported to domestic fabric is around 3:97, so

it can be said that now a days imported fabric does not seems like
a threat to branded suitings but it should be kept in mind that
imported fabric may take pace in future because it has some
advantages over branded suitings.
8. What is the percentage of plain and design in the market?

It can be concluded on the basis of the above graph that the trend
of designed fabrics has not yet taken the pace, and almost 92% of
the total fabric is the market of the plain fabric.
9. What type of fabric would be demanded more?

This graph shows that according to retailers wrinkle free would be

demanded most as compared to other fabrics and then after that
ice-touch or cooler fresh would be second in the consumer
preference.
10. What would you suggest to increase the sales of a
particular brand in the market?

As it was the question that would not give the direct one line
answer but following points were suggested by most of the
retailers.
 Advertisement should be done so that consumer may
become aware of the new products and brand image can be
enhanced.
 Quality of the fabric should be so that the consumer may not
find complain after using the fabric.
 Price is the factor which is the most crucial because the
eastern UP is not a upper class segment and consumer is
more price conscious and this is the same reason why local
manufacturers are giving a good competition to branded
suitings.
 Incentives of retailers should be reconsidered so that they
find it more profitable to their business and start stocking
mayur.
11. How do you come to know about the new fabric or
design in the market?

Most common answer to this question was that almost 70%

retailers said that they come to know through dealers and rest of
the retailers said that they come to know from customers or TV
channels.
12. Does advertisement has any effect on the sales of a
particular brand?

In this data it can be seen that almost 96% of retailers think that
there is major role of advertisement in the sales of a particular
brand considering that quality of the fabric, color and the
availability of product at the shops is maintained. And the rest 4%
thought that advertisement does not matter until the quality of the
fabric, color and the availability of product at the shops is
maintained.
I would like to quote here an interesting example given to me by
one of the retailers in jaunpur how VIP undergarments captured
big market share of maul undergarments by doing a massive
advertisement campaign where they used hoardings as their
major advertisement tool and retailers were forced by customers
to stock VIP undergarments at their shelves. This advertisement
done by VIP increased brand awareness in the mind of
customers.
13. What type of advertising you would like to suggest?

Most preferred mode of advertisement according to retailers was

on TV channels and they also said that it would be better if ads
are given on national network or local cable channels which are
thought to be most viewed channel then hoarding were given 2 n d
rank as preferred mode of advertisement.
14. Are you selling mayur?

In total sample of 100 retailers total 33 retailers sold mayor in

which there were total 10 ARC and when they were asked about
the total sales in metres of cloth or in terms of monetary terms
they were reluctant to give the appropriate answer except a few.
15. How can you start selling a particular brand?

On this question the most common response was if price were

better then that would help to sell a particular brand and then
color and customer demand were given almost equal importance
besides that almost 16% retailers emphasized on incentives given
to them and the rest 12% told that they need better quality of
fabric to start selling a particular brand.
Consumer Behavior
Pattern regarding
Purchase of Suitings
 1. Which are the major brands of suitings you know about?

It can be clearly seen that Siyaram was having more

awreness in mind of consumers and the reason was better
advertisement and the it was Donear which got the
second place.
 2. Do you go for branded or locally manufactured?

This chart shows that almost 80% of consumers go for the

branded suitings where there are only 20% of people who do not
prefer branded suitings.

**this data can be biased because consumer when asked the

question may become biased to give the right answer.
 3. Do you demand by brand?

This is very interesting thing about this suitings market, it can be

seen from the data that there is no much concern about brand
loyalty. Which means people may not go for repeat purchase as
there is change in pattern and trend in the market. Customers go
for branded but they do not go for a particular brand. And so it
clearly means that availability at the shop plays a major role in
sales of a particular brand.
 4. Rate the factors according to your preference.

It can be interpreted from the above graph that in the ranking

given by the customers the price has got the highest importance
and after that people will go for color then brand comes as their
3 r d important factor, after then people go for comfort and in the
last people go for design. It means that people would like to
purchase those fabric which has the best suitable price and good
color range as thesr are the parameters on which a customer
weighs a particular brand of the fabric.
 5. Rate the following brands in terms of their brand image.

This question was not able to give the desired result because
most of the consumers were not able to differentiate the brand in
terms of brand image because of the reason that most of them
were not even aware of the brand they were wearing only a few
who were brand conscious understood the question and were able
to answer properly and analyzing on that only would make the
analysis biased.
 6. Which type of fabric would be demanded more?

By this chart and the comparison of the chart of the retailers for
the same question we can interpret that the retailers have a fair
amount of understanding of the consumers purchase behavior.
The responses given and the results are almost same
 7. Are you aware of polyester viscose and polyester wool
mixing in the fabric?

This means that the most of the consumers are not aware of the
mixing of polyester wool or polyester viscose and what they are
aware of, is the end result i.e. fabric.
 8. How many times out of 5 you go predecided on color?

it can be seen from the above data that around 34% consumers
go predecided on color and 66% are not predecided on color and
they choose a color on the time of shopping which means that a
particular brand can attract a consumer with good range of colors.
 9. How many times out of 5 you go predecided on price?

58.4% people go predecided on price and rest 41.6% people are

either not worried about price or they look for other features and
give preference to them.
 10. How many times out of 5 you go predecided on design?

This question was not given due importance by the customers.

Since there is lesser number of people who prefer design as
compared to plain fabric. Thus no reliable conclusion could be
drawn from response given by customers to this question.
 11. You yourself go for buying your clothes? If no then with
whom you like to go for shopping?

It means that in this industry the buying behaviour is not only

influenced by the end user abut also by those in his family or
social circle. It can be interpreted that the purchasing behaviour
in this industry is not the function of consumer only but it also
includes family friends and relatives.
 12. What would you prefer more readymade or stitched?
Which and why?

This graph shows that mostly people prefer stitched in form of

suitings and there is huge potential in this segment of the textile
industry,but here it should be mentioned that this question was
particularly for trousers and precision need not be 100% because
customers were in shops and they were there for the purchase of
suitings or shirtings.
And the most common reason for the preference of stitched
clothes is that they have good fitting, are comfortable and their
freedom of choice of combination of shirting and suiting.
Conclusion
 Conclusion

At the end of the project through my personal observation

on marketing and data analysis, I come to get conclusion
regarding:

 The eastern UP is basically a middle class and lower middle

class segment and there is immense potential in the market.
 Retailers are key players in sales of any brand because
they can influence customer ’s buying decisions.
 Advertisement has great effect on sales and this is the area,
excellence in which can give a clear cut advantage over
other competitors.
 Customers are more price conscious and less brand loyal
and a variation can easily make them to switchover the
brand.
 For retailers the retail promotion schemes helps in boosting
sales gifts helps to attract more and more customers.
 Retailers have the good understanding of the consumer ’s
buying behavior.
Recommendation
 Recommendation

In the changing time of today, where the completion is not only

rife but growing more intense every year, it is inevitable for Mayur
Suitings to keep itself abreast of the happenings taking place in
textile industry. It should take advantage of every available
opportunity and should device marketing strategy keeping in view
the loop holes of its competitors. Here there are some
suggestions which can be useful in promoting its overall
efficiency.

1. Mayur suitings should appoint more dealers in eastern UP

and should try to attract new retailers to become their
authorized retail counters.

2. Proper advertisement should be done so that consumer may

become more aware of the brand and the most appropriate
mode of advertisement as told by retailers is giving
advertisement on TV channels especially on national
network and the local cable channel as these are having
more viewer ship.

3. Some authorized retail counters are facing some problems

so their problem should be tried to find out and cleared and
they must be kept in regular contact.
4. Retail promotional schemes should be made more attractive
and the problems of retailers regarding supply of
promotional material should be cleared.

5. Besides 4 P’s of the marketing mix the one more P i.e.

packaging has no less importance. And so the packing
should be made more attractive. So that it may attract
customer at one glance.

6. Gifts to consumer may attract a consumer to buy a

particular product so small gifts like perfumes, watches, ties
and men accessories can be given with a purchase.

7. What I found in informal interaction with sales person of

retail shops is that consumer may come with predecided
brand or fabric but he can be motivated very easily to buy
another brand since there is not too much brand loyalty in
this industry. So more stress should be given to make the
more shelves in the market

8. Like donear gives cut pieces for single trouser and shirting,
mayur can also introduce products in cut pieces so that it
may help in increasing the sales of the brand

9. Company is using very traditional approach in the

Marketing, as compared to competitors, Company offer such
a wide spectrum of fabric range but due to lack of better
Branding strategy the products are not so popular in the
Market
10. Company does not have exclusive showrooms in the
eastern UP where only the fabric of mayur is displayed. So
it must open some exclusive showrooms in happening
places.
Limitations
 Limitations

 The study is based on information collected from a sample of

100 retailers and same number of customers from four cities
of eastern UP and thus the result might not totally unbiased
and true for whole Eastern UP.
 Some retailers were reluctant in sharing information
regarding sales figure.
 Time and area was too limited and no bigger sample could
be taken.
Executive Summary
 Executive summary

Mayur suiting has been facing problem regarding sales in some

areas of eastern UP for the past few years.

I was being assigned project entitled “ factors affecting

sales of mayur suitings in consumer behavior pattern for
purchase of suitings in eastern Uttar Pradesh” and I was assigned
four major cities of eastern Uttar Pradesh i.e. lucknow allahabad
jaunpur and kanpur.

During my project I found that-

 Out of 100 retailers (including 10 ARC’s) mayur has
got 33 shelves in the market.
 Branded suitings are getting a real competition from
the local manufacturers because they are having price
advantage over branded suitings.
 Although mayur has got a good brand name but still it
is not considered to be the major player in the by
retailers area of survey.
 Retailers, when asked about how they can start selling
a particular brand, said that they will stock a brand if
prices are competitive, incentives are lucrative, or
when it provides a good range of colors and quality
fabric or if they are forced to stock a brand by the
consumer demand.
 Advertisement and promotional schemes give a clear
cut advantage over other competitors. A number of
Retailers consider that in price, quality and range of
colors are more or less same for the branded suitings
but what makes difference is good advertisement and
promotional scheme.
 In studying consumer behavior pattern I found that
consumers in eastern UP are more conscious about
price then they are inclined towards color and then
comes comfort and quality of the fabric. I found that
customer is not very much brand conscious
 On the basis of survey it revealed that around 60% of
consumer go predecided on price and before making a
purchase hey decide their price limit. Around 34%
customers go predecided on color and there is lesser
number of customers who go predecided on design.
“BIBLIOGRAPHY”
BIBLIOGRAPHY

BOOKS
 Kotler, Philip, Marketing Management, New Delhi, Prentice Hall
Publication of India, 2004.
 Kothari, C.R. research methodology
 Palmer, Adrian, principles of marketing, oxford press

Websites
 www.lnjbhilwara.com
 www.rajspin.com
 www.google.co.in
Annexure
 Questionnaire for retailers

Dear respondent we are the management students doing a survey on

suiting market. We solicit your cooperation for the same by filling the
questionnaire. The information provided will be strictly used for
academic purposes.

1. Which are the major brands you stock?

1_______2.______3.________4._________5._________

2. Do you sell the suiting of local manufacturers?

If yes-please mention the major

names.____________________________________

3. What is the proportion of the local manufacturers to branded?

4. Who are the major players of this sector?

1. _______ 2.________ 3.________ 4.________ 5.__________

5. Rate the following brands in term of following parameters.

Excellent (1) (2) (3) (4) (5) Poor

Average

Parameters Siyaram Donear Grasim Harry OCM Mayur othe

collection rs
Price

Color

Fabric

Design

Consumer
Awareness/b
rand image
Retail
Promotion
Scheme
Services

ARC
benefits

Margin
retailer
Incentive

6. Do you sell imported fabrics also?

7. What is the ratio of imported fabrics to domestic fabrics?

8. What is the percentage of plains and designs in the market?

9. What type of fabric would be demanded more

A-ice touch or cooler fresh

B-wrinkle free
C-anti bacterial
D-de odor
E-stain guard
F-any other. Please specify______________________

10. What would you suggest to increase the sales of a particular brand in
market?

11. How do you come to know about the new fabric or design in the
market?

12. Does advertisement have any effect on sales of a particular brand?

13. What type of advertisement you would like to suggest?

  Hoardings
 Cinema hall advertisements
 TV channels
 Newspaper
 Radio
 Any other________________

14.Are you selling Mayur?

If yes-how much? __________
If no-why not? _____________

15.How can you start selling a particular brand?

Comments

Address
 Questionnaire for customers

Dear respondent we are the management students doing a survey on

suiting market. We solicit your cooperation for the same by filling the
questionnaire. The information provided will be strictly used for
academic purposes.

1. Which are the major brands of suitings you know about

1.______2.______3.______4.______5.______

2. Do you go for branded or locally manufactured

3. Do you demand by brand?

4. Rate the factors according to your preference

Price Brand Color Design Comfort

5. Rate the brands according to brand image

Siyaram Mayur Donear Grashim Harry Unbrand

Collection ed
 6. What type of fabric would be demanded more

A-ice touch or cooler fresh

B-wrinkle free
C-anti bacterial
D-de odor
E-stain guard
F-any other. Please specify______________________

7. Are you aware of the polyester viscose or polyester wool mixing in the
fabric/
Yes________ No__________

8. How many times out of 5 you go predecided on color price design.

9. You yourself go for buying your clothes?

If no then with whom you like to go for shopping

10. What do you prefer more readymade or stitched? Which and why?

Comments:-

Address:-