A

RESEARCH PROJECT

on

“CONSUMER BEHAVIOUR REGARDING

GRASIM SUITINGS”

Submitted to:

Kurukshetra University,Kurukshetra
In partial fulfillment of the
Requirements for the award of Degree of
Master of Business Administration(2009-2011)

Under the guidance of: Submitted by :

MR.Virender Dalal SAHIL VERMA
(ASM) Roll no:
GBTL MBA

MAHARAJA AGRASEN INSTITIUTE OF MANAGEMENT & TECHNOLOGY

(ISO 9001-2008) JAGADHRI-135003 (YAMUNANAGAR)
Approved by AICTE and HRD Ministry, affiliated to Kurukshetra University, Kurukshetra
 DECLARATION

I, SAHIL ( MBA IIIsem), Maharaja Agrasen Institute of Management and Technology Here certify that I have
successfully completed the training on “Consumer Behavior in Grasim Ltd” Bhiwani (Haryana), during my
summer training i.e. from 15 June to 30th july 2010.

All the information given in the project are true and whole my own presentation and not copied from
anywhere else.

I hereby declare that the project report I am presenting the original piece of work prepared by me, under
guidance of our faculty members and the experts of this topic in Grasim Ltd . This report has never been
presented by any other student of any college or university. And I have done it with all sincerity& honesty.

(SAHIL)
 Acknowledgement

Behind every success there are thousands. I wish to pay my gratitude to each one of them. At the outset, I wish
to express my gratitude towards my lovable faculty & thankful to all whom contributed the completion of this
report.
I am grateful to Dr. Rajkumar Sir (Director), to Dr. Adarsh Aggarwal (HOD) and to Mr. Abhishek Harit
(training coordinator) whose continuous encouragement & willing cooperation provided me a great help in the
preparation of this report.
I would also like to thank Mr. VIRENDR DALAL(Area sales manager, BTM.), Mr. Manohar Sharma (HR
Deptt, B. T .M) who guided me during training.
Last but not least I thank all of those who are responsible for the success of this report.

PREFACE
With the globalization & liberalization, business management has becomes so difficult and environment so
complex that nothing less than “The Best “can survive in this business world. So the business manager must not
only be acquainted with the latest management tools and techniques, but he should also know how to implement
them.
“Theory without practice is sterile; practice without theory is blind”. So no, doubt, class room is
important but at the same time, project is also an integral part of a future manager’s curriculum .It gives him a
chance to apply the concepts in real life situations.
All M.B.A students are required to undergo training report in 2nd semester. I have done my training under Mr.
VIRENDER DALAL. The project given to me that is “Consumer Behavior”. On the Basis of the survey
conducted, I have concluded the findings and recommended.

CONTENTS

S No. CHAPTERS PAGE

NO.
1. Introduction to Consumer Behavior 1-6
2. Literature Review 7-14

3. Introduction to Grasim Industries 15-25

 Textile Industries in India – At a
Glance
 History of Grasim Industries
 Manufacturing Process

4. Objectives of Study 26-27

5. Research Methodology 28-30

6. An evaluation of Consumer Behavior 31-46

7. Findings, Conclusion & Suggestions 47-52

8. Bibliography 53-56

9. Questionnaire 57-61
TABLE NO. NAME OF THE TABLE PAGE NO.
1 Preference of the consumer 32
2 Attributes 33
3 Ranking of the brand 34
4 Satisfaction level 35
5 How much satisfaction level 36
6 Have you ever bought Grasim product 37
7 Availability of Grasim product 38
8 Finish of fabric 39
9 How’s advertisement 40
10 Awareness level 41
11 Suggest to improve 42
12 Most selling price 43
13 Influencing factors 44
14 Mainly Grasim buy for 45
15 Buy Grasim for 46
Figure NO. NAME OF THE TABLE PAGE NO.
1 Preference of the consumer 32
2 Attributes 33
3 Ranking of the brand 34
4 Satisfaction level 35
5 How much satisfaction level 36
6 Have you ever bought Grasim product 37
7 Availability of Grasim product 38
8 Finish of fabric 39
9 How’s advertisement 40
10 Awareness level 41
11 Suggest to improve 42
12 Most selling price 43
13 Influencing factors 44
14 Mainly Grasim buy for 45
15 Buy Grasim for 46