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Summer Internship Report

Consumer Behavior of Suiting Buyer’s in
Eastern U.P Viz a Viz market of
Lucknow and Kanpur.

July 3, 2009
Prepared For:

Shree Dinesh Mills, Vadodra.

Submitted to: Submitted By:

Prof. Jaysheelan Siddhartha Nigam

Program Coordinator 8347
Kohinoor Business School Kohinoor Business
Khandala. School, Khandala

For the Partial Fulfillment of the Requirement of PGDM Programme.

(2008 – 2010)


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This is to certify that Mr. Siddhartha Nigam is a Post-graduate student of

Kohinoor Business School, Khandala has successfully undergone a Summer
Internship Program (SIP), in the topic “Consumer Behavior of Suiting
Buyer’s in Eastern U.P Viz a Viz market of Luck now and Kanpur ”,
during the period of 13th April 2009 to 13th June 2009 with Dinesh Mills
Private Limited .

The information submitted is true and original to the best of our


Dr.Bigyan P. Verma Prof. Jayaseelan

Director, Assistant Professor &
Kohinoor Business School coordinator–
Internship Program

Kohinoor Business School, Khandala.

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I, Siddhartha Nigam, a bonafide student of Kohinoor Business

School Khandala, would like to declare that the project entitled
“Consumer Behavior Of Suiting Buyer’s in Eastern U.P” is
submitted in partial fulfillment of Post Graduate Program in
Business Management and is my original work.

Date: 3/08/09 Siddhartha Nigam

Place: Khandala (Signature of Student)

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Author of Report: Siddhartha Nigam

Roll No: 8347

Organization Name: Shree Dinesh Mills.

Address: Vadodra, Gujarat.

Department: Sales

Project Guide: Mr. D.A Gidwani

Manager Sales
Shree Dinesh Mills.

Faculty Guide: Mr. Vishal Pradhan

Kohinoor Business School

Project Title: Consumer behavior of

Suiting Buyers. In Eastern
U.P (Market of Kanpur
And Lucknow)

Project Duration: 13 April 2009 to 13 June 2009

Project Location: Lucknow and Kanpur

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Training is a real experience. Training for MBA student, two

months of summer training is practically more resourceful than all
the management classes he had in the classroom. It is an
experience, which sees one through his management career. This is
mainly attributed to the fact that during these three months of
summer training every student comes to know about the real
business world. Herein he learns how to put the lessons and the
theories that he has learnt from numerous books at work. He learns
business management in all ways.

Firstly I would like to acknowledge our institute KOHINOOR

BUSINESS SCHOOL for providing me an opportunity to work
on the field of Marketing. I am also thankful to Dr. B. P. Verma
(Director at KBS) on allotting his valuable time for interaction
that helps in attaining proper orientation to the study.

With due respect, I am sincerely thankful to, Mr. Deepak Gidwani

(Manager sales) and Mr. Y.R Patel ( technical head ) of Shree
Dinesh Mills Pvt. Ltd. for supporting, motivating and providing
kind co-operation to me throughout my training period.
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I am also grateful to Prof. Jaysheelan for guiding, inspiring and

motivating me to work in this area. Without their line of action,
invaluable guidance and time, it would not have been possible for
me to complete this project work.

I would also like to thank all those who directly or indirectly

helped me in my training.

On personal note, I would like to express thanks to all my friends

who helped me in time and again in whatever possible ways during
completion of the project as well as those persons from whom I
have learned much more in past that help me in applying my ideas
in the project report.
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Chapter 1
 Introduction 9
 Abstract 10

Chapter 2

 Introduction to the company. 13

 History and development. 14
 Business involved in. 22
 Products. 23
 Production process. 26
 Sales process. 30

Chapter 3

 Organization of the company. 36

Chapter 4

 Organization of sales and marketing. 37

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Chapter 5
 Research methodology. 38
 Primary Information. 40
 Primary Analysis 41

Chapter 6

 Primary tabulations. 42
 Secondary Tabulations. 48
 Limitations 51
 Questionaire 55
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The relation between dressing and the idea of individual

expression is complex. It may be perceived in people’s daily life
through recurrent use of the same clothing colors, brands,
fashion tendencies etc. Many people use contrasts and colors
that express feelings according to their state of mind. Thus, the
products’ properties, like design, comfort, individuality, have a
decisive role on apparel’s buying behavior, which may vary
depending on a set of factors, mainly on sex, age, income.
There is a widespread recognition that consumer behavior is the
key to contemporary marketing success. In this way, the field of
consumer behavior has been characterized by a diversity of
viewpoints and based on an interdisciplinary science. In this
context, the understanding of consumer behavior could appeals
to a set of different areas of knowledge, such as psychological,
cultural social psychological, physio-pyschological, genetics
The human behavior is complex, replete with controversies and
contradictions and comes as no surprise to marketing
academicians as well as practioners. There is a widespread
recognition that consumer behavior is the key to contemporary
marketing success.
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Consumer buying behavior research is the scientific study of the
processes consumers use to select, secure, use and dispose of
products and services that satisfy their needs. Firms can satisfy
those needs only to the extent that they understand their customers.
The main objective of this internship task is to do survey on
consumer buying behavior and Study competitions between brands
present in garment industry. To attain this objective a survey
questionnaire was developed and administered across eastern UP.
The findings confirm the differences between different segment
especially in terms of What, Where, When, and How they buy.
I) What (what one buys, what one values the most in clothing);
(ii) How (Alone or with someone, with whom one buys, by
necessity or by impulse);
(iii) Where (stores with certain Atmospheres) and;
(IV) When (frequently or not, state of mind).
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Introduction of Industry

To begin with, the Indian industry is amongst the very few in the
world that is truly vertically integrated from raw material to
finished products. It contains within itself, fiber-production,
spinning, knitting and weaving, as well as apparel manufacture.
Among fiber, although cotton has the largest share (around 58% of
mill consumption), Indian industry has over the years steadily
diversified its raw material base to include man-made fiber such as
polyester, viscose, acrylic, polypropylene etc. (accounting for
around 39% of raw material consumed), as well as other natural
fiber (including silk, wool, linen etc.). In fact, Indian companies
have built global scale even in non-traditional areas (such as
Reliance Industries in polyester, and the Aditya Birla group, which
is the world's largest producer of viscose fiber).
While accurate statistics for a comparable period don't seem to be
available to compare between Indian and China, India certainly has
among the two second largest spinning capacities in the world.
Also, this is continuing to grow and modernize - the current
strength is at around 38 million spindles and 400,000 rotors.
Through a steady stream of up gradation, this has emerged as a
globally competitive supply base for yarn of various counts and
Fabrics have been a traditional area of strength not just through
millennia-old traditions of weaving, but through a series of
industrialization moves beginning in the late 1800s. The Indian
weaving and knitting base today includes products as diverse as
fine dress fabrics, shirting, worsted suiting, denim, fleece, jersey,
flat / woolen knits, technical fabrics etc. Much of this
diversification of fabric product base has occurred in the last 10-20
years as domestic consumption patterns have changed as well
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The size and diversity becomes immediately clear as one tries to

list the various geographical locations where the industry exists
and their skills-sets.
Yarn, fabric and apparel manufacturing takes place practically
across the country. There are over 1,500 organized spinning units
of significant scale, and over 280 composite mills that are
vertically integrated from spinning to finished fabric. In addition,
there are over a thousand smaller spinning units, around 200
exclusive weaving units and an estimated 375,000 "power loom
mills" which operate in the small-scale sector.
However, there are certain concentrations of skills and product
type that have developed over the last thirty-odd years.
Western India including the states Gujarat and Maharashtra has a
number of spinning units as well as composite mills. Also in the
west, the Surat belt is known for polyester fabrics, gaining from
the proximity of large polyester yarn suppliers. Surat's industry has
been a fast-growing supply base for the domestic market and,
starting with the Middle East, it has steadily grown its exports also.
The south, including the Salem-Erode belt, is a hub for cotton
fabric. While it dramatically grew in the 1980s and 1990s as a belt
of small-sized "unorganized" mills, many companies here have
recently become more sophisticated in their technology and
product development.
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Shri Dinesh Mills Limited is a composite textile mill with a very strong
presence in the textile industry for more than 60 years; Manufacturing
Worsted Fabrics (Menswear), Paper Makers Felts and Industrial Textiles.
We have Scouring and Combing plants, Top dyeing, Worsted and Woolen
Spinning, Shuttle Less Weaving and Complete Fabric Finishing Range For
Woolen, Poly Wool Worsted and Poly Viscose Fabrics.

Shri Dinesh Mills Limited markets different products and it's marketing set
up is divided for different product segments.
At Shri Dinesh Mills Limited, we have products for:-

1) General Consumers - Menswear

2) Industrial Consumers
(a) Paper Maker's Felt
(b) Industrial Textiles

Our definition for quality is 'As perceived by customer'. We believe in up

gradation of Manufacturing Facilities, Quality Development and
Management Process besides development of Human Resources.

Our Motto: - Your satisfaction is our solace

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One of the popular slogans that was used in Dinesh Suiting

advertisements was “Decades Later ---- Still The Leader”.
We have actually lived this slogan through our constant endeavor
to keep pace with the changing technology. it has been almost like
second nature for us to always keep updating ourselves
technologically and this has made our present slogan – “ Take The
World In Your Stride” a reality rather than a mere collection of
a short journey back in time with us will amply show the stuff
True Leaders are made of:---

1935 acquisition of Maharani Woolen Mills and

Incorporation of Shri dinesh Mills Ltd.

1952 installation of Worsted Spindles and Dobby


1965 installation of Mega flex and Uniflex Worsted

Spindles imported from U.K.
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1966 diversification into manufacture of Endless

Woven Papermaker Felts with German

1967 Shri Upendrabhai Patel takes over as Managing

Director along with Smt. Miraben U. Patel.

1972 establishment of Combing and Top Dyeing

Department for wools and synthetic fibres.

1974 establishment of facilities to manufacture Filter

Fabrics to cater to the chemical and other

1975 Shri Upendrabhai Patel takes over as


1976 collaboration with Albany Felt Company of

Canada to manufacture latest and
Sophisticated designs of felts.

1977-78 new unit established at Ankleshwar for

Combing and Spinning.

1979 Weaving facilities introduced in Ankleshwar

With installation of Sulzer Looms and
Appropriate balancing machines.
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1980 amalgamation of Plate Well Processors &

Chemicals Ltd. ( a company manufacturing
Electroplating Chemicals ) with Shri dinesh
Mills Ltd.

1981 installation of Diesel Generating sets to meet

shortage of power.

1982 installation of Sulzer Looms and Murata

Twisters, Auto-coners, Gill Boxes and other
equipment like Drier for the Felt Division as
well as installation of Humidification Plant.

1983 Renewal of collaboration with Albany Felt

Company, Canada.

1984 strengthening of spinning sections with ring

frames – both indigenous and imported.

1985 addition of Spinning Frames, Twisters and

indigenously manufactured auto-coners for
further modernization.

1986 installation of imported further Sulzer

Looms and Ring Frames.
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1987-88 installation further sophisticated machinery

for improving productivity and quality of

1990-91 further modernization of Felt Division with

installation of Higher Width Needle Looms
and Finishing Machines.

1992-93 expansion of Suiting Division at

Ankleshwar Plant with the addition of
Spinning Frames Dyeing and Combing
Machines and Sulzer Looms.

1996 installed imported Twisting Machine for

twisting Monofilament in the Felt Division.

1999-2000 introduction of Name Writer Selvedge

Devices to all the Sulzer Weaving Looms.

2000 installed Hood and Pre-Compaction unit on

Dryer Machine in the Felt Division.

2003-04 Captive Power Generation through Wind

Power Turbines based near Porbandar,
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2004-05 installation of Sectional Warping Machines

In Baroda Suiting Division.

installation of Computerized Label Making

Machines in Ankleshwar Suiting Division.

Installation of Color Matching System in

Top Dyeing Department of Ankleshwar
Suiting Division.

Installation of Microprocessor based Weft

Feeders in the Ankleshwar Weaving

2004 installed Weaving Loom of

9.00mt width for increasing the capacity
of Dryer Fabrics Weaving in the Felt

2005-06 installation of Sectional Warping

Machines in Ankleshwar Suiting Division.

Installation of Computerized Label

Making Machines in Ankleshwar Suiting

Installation of Color Matching System at

The Baroda R&D Center.

Installation of Microprocessor based

Weft Feeders in the Baroda Weaving
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installation of Decadising Machine in

Baroda Suiting Division.

2006 installed new High-Speed Weaving of

12.00mt width for increasing the
capacity of dryer fabrics weaving in the
Felt Division

Installed indigenous Monofilament

Twisting Machine in the Felt Division.

2007 developed (tailor-made) and installed

New High-Speed Warping to replace
40+year old Japanese machine in the
Felt Division.

Installed new product line for making

Spiral dryer fabrics in the Felt Division

2007-08 further installation of Computerized

Label Making Machines in
Ankleshwar Suiting Division.

Installation of Hot Air Stenters in the

Suiting Processing Plant in Baroda.

Installation of Top Dyeing Machines in

the Spinning Department at
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2008 installed indigenous combined

multifilament twisting machine in the Felt

installed 13mt. new press fabric-weaving

loom in the Felt Division.

2008-09 the first worsted unit in India to install

AIRO Machine for better finishing of the
The machine was installed in the Suiting
Processing Plant at Baroda.

Installation of FORMULA ONE machine

For better finishing of the fabric. Another
first in the industry the machines was
Installed in the Suiting Processing Plant
at Baroda.

Installation of Top Dyeing Machines in

the Spinning Department at Baroda.

further installation of Computerized

Label Making Machine in the
Ankleshwar Suiting Division.
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it has, thus, been almost three quarters of a Century of

Technological Advancement for us at dinesh.
the journey is not over as there are more frontiers to conquer and
still higher benchmarks to leave behind.
after all a Leader has to lead by example----- !
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consumer suiting are used in making :

1.) Trousers
2.) Jackets
3.) Safari’s
4.) Suits

Suiting :-These are horizontal and vertical arrangement of yarn ( thread ) . It

is made by spinning of fiber .The fiber used in the process are Natural
Fibers ( Cotton , Silk , Wool ) and Synthetic Fibers
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1.)Acacia Italian Exclusives. Suits

2.)Park Street Fashions (super loose luxury suit Suits

3.)Ceremony (Super 100’sExclusive suit Length ) Suits

4.)Gaberdine –suit length Suits and Trousers

5.)Rangers-Exclusive Safari lengths Safari

6.)Ivory Touch Safari and Sherwani

7.)Chancellor (Chl) Suits and Trousers

8.)Wellington (wt) Super worsted. Jackets and Trousers

9.)Casablanca (cb) Trousers

10.)Black Power (bp) Trousers

11.)Satin Symphony (ss) Suits, Safari and Trouser

12.)Grand Manor (gm) Jackets and Trousers

13.)Hampton milenge exclusives Suits and Trousers

14.)Primier(pr) Suits and Trousers

15.)Jackie’s Favorite (jk) Trouser and Suits

16.)Trafalgar (sp ) Trouser

17.)Spectrum (sp) Suits and Trouser

18.)Executive Collection (ec) Trouser and Safaris.

19.)Yearound(yr) Safari

20.)Life Styles (ls) Trousers

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21.)Cinzano (cz) Safari and Suits

22.)Marble Arch (ma) Safari and Sherwani

23.)Cherubini (h) Trouser and Suits

24.)Pelican(pcn) Trousers

25.)Cherry Pick Collection(cp) Trousers

26.)Truman (tm) Trousers

27.)Trophy (tr) Trousers

28.)Yorker (yr) Trousers

29.)Trouzoni(tzn) Trousers

30.)Zoom (zm) Trousers

31.)Tessili (tl) Trousers and Safaris

32.)Royal Salute (rs) Trousers and Uniforms

33.)Trump (tr) Trousers

34.)Super Trump (st) Trousers and Suits.

35.)Tendenza (tdz) Suits , Safaris and

36.)Bellini (bl) Safari

37.)Golden Heritage(gh ) Safari and Trouser

38.)Harvard Classic Super Fine pv Worsted (hc) Trousers

39.)Vicenza(vz) Trousers

40.)Chelmsford(clf) Suits and Trousers

41.)Concord (co) Suits and Trousers

42.)Glaciers (glc) Trousers (Whites)

43.)Celebration(cbl) Safari and Trousers

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44.)Oriental Spice(osp) Trousers and Safaris

45.)Manvin Collection (mvc) Trousers

46.)Black Pearl (bpl) Trousers (Black )

47.)His Highness(hh) Trousers and Lawyer

48.)Flamingo (fm) Trousers and Safaris

49.)Mandarin Collection(mnc) Trousers

50.)Mandarin Classics(mc) Trousers and Safaris

51.) Picadilly(pd) Trousers and Safaris

52.)Worsted line (Wl) Trousers

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Spinning is a process of making yarn out of fiber and consists of

two types:

1.) Worsted Spinning : Worsted spinning is mixing of fibers and

drawing of fibers on machine . In this kind of spinning vertical pull is
given to the fiber in order to make it long. Worsted spinning helps the
fiber giving it a nice texture, feel and fall of the cloth. In India other
mills to adopt worsted spinning are Raymond’s, OCM, Digjam
.Vimal and Siyaram produce fiber half on cotton and half on worsted
spin .
2.) Cotton spinning: It is not used in Dinesh mills.

Blends of suiting:
(Blends of fiber: Wool, Polyester and Viscose.)

1.) 100% wool

2.) 100% polyester
3.) Blends of polyester and wool

a.) 80 polyester 20 wool (terry wool)

b.) 65 polyester 35 wool
c.) 55 polyester 45 wool
d.) 40 polyester 60 wool (wool ridge)

4.) 80 polyester 20 viscose

65 polyester 35 viscose

(More viscose more comfortable is the fabric. )

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Felt Division: (paper making felts are used for paper industries.)
They are double layered fabrics basically with base cloth and lot of
fiber woven on top of it.
Example: Carpet, stuffed toys, sketch pen tips, flattening of paper.

Industrial Fabrics : Specialized fabrics for chemical industries such as

filters .

a.) For separation by filtration (filter cloth).

b.) Geo textiles (specialized textiles)
Dinesh Mat (Water proof cloth used in coastal areas.)
Airport Runways (Fabric acts as cushioning at the landing areas .it
straightens the surface and prevents the shock.)


1.) Spinning ( Making of the yarn )

Yarn is made up of fiber which is either blended or 100 % natural.

Preparatory process to spinning:

A.) Cleaning of fibers from water, chemicals or detergents.
B.) Drying which is done by throwing hot and cold air.
C.) Blending of yarn and teasing in order to mix the yarn properly.

Dyeing: - the manufactured cloth is either

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 Fiber dyed or top dyed

 Yarn dyed
 Fabric dyed or Pease dyed.

Fiber dyed : In this type of arrangement fiber is vertically stretched at very

high speeds and passed over 4 -5 section of a machine , which give the fiber
a twist .
In this type of dying the color is given to the fiber itself. Hence the quantity
of color used is more. Fiber dyed clothes have better color radiance, they are
expensive and are more desirable.

Yarn dyed : It is done by giving color to the yarn itself . it is less

Fabric dyed: It is done by giving color to the cloth .It is generally used
over plain clothes or when the quantity to be dyed is more and of same type.

2.) Weaving: (process of making the cloth)

Weaving of a cloth consists of two procedures warping and wefting.
Warping is the vertical arrangements of threads of a particular pattern over
the machine.
After the warp is prepared it is knitted with the weft (horizontal arrangement
of thread.) and the cloth is produced. Warp is prepared first as it is used to
give design pattern to the manufactured cloth.

3.) Mending: (Repairing process. )

In the process of mending removing of stains is done and broken ends of the
cloth are treated under the perch machine.
 Repairable defects are repaired.
 Non repairable defects are marked by tying a thread.
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4.) Processing:

This process consists of two parts.

 Dying (only for fabric dyed clothes.).
 Finishing. : It consists of various small processes classified as under.

A.) Fabric is washed again with chemicals and detergents as it takes

away the smell and stains from the cloth, it gives the cloth a
permanent type of softness.
B.) Cutting of extra fibers. (It involves three processes.)
Singeing: The cloth is passed over a flame at very high speed this helps
in burning up of unwanted fibers from the cloth.
Shearing: The cloth is passed through blades which are inclined at an
angle. These Blades cut and shave off extra fibers from the cloth.
Sizing: It is done by holding the cloth on the sides. The cloth is given
tension under hot and cold air so as to give a permanent shape to the cloth.

In the process of folding the final inspection of the cloth manufactured is
done by the mending department. The cloth is packed in a length of 15 –
20 meter, depending upon the specific price packing, trousers and suits.
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 Worsted Industries sells cloth two times a year in their summer and
winter collection.
 Booking for worsted suiting takes place twice in a year as according
to non worsted industries who sell their cloth each month.
 Worsted industries make yarn in batches because worsted yarn is
exported (Cloth mainly containing wool).
 Polyester, wool and Viscose are basically from Indian industries
such as Reliance, IPCL, Bombay Dying and Grasim which are the
monopoly industries.

Functions Of Sales Department:

 Dispatching of goods for current season.

 Designing new samples.
.when a sample set gets ready, they are taken by the agents to fixed
stores (which are two or three.) in a state and union territories and
the orders are booked.

Roles of an Agent:

 Brand representation
 They appoint Dealers, whole sellers and Semi dealers.
 They explain terms and conditions to the dealers and whole sellers.
 They are responsible for displaying of sample set to the dealers.
 They are also responsible for billing contracts and gathering market
 Every agent has an area manager, there are 12 area managers selected
all across India.
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Preparation of sample sets :

 New developments by research and development department. This

consists of development of Designs by Design Engineers and also on
feed back given by agents.
 Repeated clothing such as chowkidaar dress.
 Visiting trade fairs in India and abroad.
 Based on usage category and by mixing of various blends.
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Dealers who directly buy from Dinesh Mills become the Customer No.1
for the company.

Support to the dealers :

 Marketing support is given by all India advertisements.

 Mass media advertising is done by Newspaper, television, Banners.
 Celebrity endorsement done by Sunil Gavaskar, Jackie shroff and
having Akshay khanna as present brand ambassador.
 Company shares 50% expenses on poly carry bags for distribution
 Company offers hoardings, city wise to any dealer who wants.
 Company provides front edge glow sign boards with mill name and
dealer’s name.


 Company gives slab wise turn over incentives from .75 to 7%

depending upon the quantity of sales.
 Practically in ever season company has a whole seller and retailer
scheme .i.e if they achieve the target they get an extra 2 to 3 % bonus.
 If there are any return garments with general defects stated by the
consumer. The cloth is accepted back and reimbursement of purchase
value or a new garment is returned to the consumer in lieu of stitching
 If any regular dealer has got some unsold goods but in an intact
condition, due to any reason (say wrong choice by the dealer) then the
clothing is taken back and the dealer is refunded back.
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Payment related discount policy:

 Discount is given to the retailer when the retailer makes the

payment before a stipulated period.
 Company provides point of purchase material like posters, banners
danglers to promote at shop level.
 Company policy of providing maximum retail price to retailers
whereby they are assured of fixed price of company.
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Contribution pricing:
 Fixed cost is contributed to the company by investment and
salaries paid to the employees.
 Variable cost to the company is contributed by electricity cost,
raw material, commission and incentives (which are distributed
 Each brand individually gives the profit share.

Product positioning:

 Male product.
 More of a formal product rather than a casual product.

Sub targeting:

 Professional wear for lawyers, doctors.

 Professional urban male.

Sub positioning :

 Festival and occasional wear.

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Transportation and logistics:

 Goods are transported from Baroda to each and every

part of India.
 Packaging is done in bails, kept in plastic sheets wrapped
in jute, stitched and strapped and is delivered to the
corresponding address.
 Dinesh mills use angadia (local courier system) system
for delivery of goods to nearby places.
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Methodology is a process to gather information required to find out the

objective of any work. The most commonly used methodology for achieving
the objective is survey method with a structured questionnaire through
conducting interviews .The questionnaire mainly comprises:

 Open- ended questions

 Multiple choice questions
 Dichotomous questions

Before preparing a questionnaire, it must be kept in mind that what is our

objective, who is our respondents, when we want to get all information.
Keeping all these things in mind, questionnaire must be simple, easy to
understand and objective –oriented.

Mainly two methods are used in collecting information and these are
primary data collection and secondary data collection method. The method
used here is Primary data collection method and secondary data collection.
The primary data is collected through conducting interviews with
respondents and the secondary data is collected through printed data in
magazines, internet.

Primary data are collected from the samples by
interviews personally and asking questions through the questionnaire.
Questionnaire helps me in collecting all data related to my objective.

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The recorded result in the questionnaire was

analyzed by using different analytical tools like percentile, random, ranking
and scaling.

The survey was conducted in the different areas of
Kanpur and Lucknow.

My sample size was 100.I conducted my survey among
100 respondents of different localities of Kanpur and Lucknow.

Simple random sampling procedure is

School teacher, small business men, Government
employees and college going students.
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Primary analysis:

The primary analysis of my project was based on three primary conditions

based on consumer behavior, which are as followed.

 Preference of consumer over stitched or readymade garment.

 Consumer’s awareness over different brand of suiting.
 Purchasing patterns.

Hence the primary analysis was based on the following pattern.

Analysis 1.)

Preference of consumer over stitched vs. ready made Garment.

 Does the preference for either stitched or ready made garment change
over income levels?
 Does preference change with age groups ?
 Does it change for the type of garment, like safari, trousers etc.
 Does the preference for stitched and readymade change for occasions.

Analysis 2.)

Consumer’s awareness about different Brands of Suiting.

 Which are the topmost brands in consumer’s mind?

 How do consumers come to know about these Brands?
 Do they specifically use the brands, which come to their mind?
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Analysis 3.)

Purchasing patterns:

 How often is suiting purchased as a product in a year?

 Main occasions of purchase of suiting.
 Generally at what time a new suiting is brought in a year (season
change, to replace old one’s, has to be brought in a year. )
 Who makes the purchase decisions?
 Main places to buy suiting.
 Reason for patronizing that kind of market.
 Criteria for purchase.
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Primary Tabulations:
1.) First Analysis :According to the first analysis, it was seen that the
preference of consumer’s gradually increased from ready made to (formal )
suiting as their income level increased.
More over it was also seen that generally consumer’s in higher age preferred
wearing formal clothing as compared to ready made clothing. Though more
people preferred wearing suiting (formals) especially at work yet people also
liked wearing sherwani’s on time of occasions such as marriages.
The frequency of buying suiting especially in the time of occasion’s such as
diwali or winters gradually increase. The following analysis can be shown
under the graph.
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2.) Second Analysis: According to the second analysis about consumer’s

awareness about suiting Raymond’s came about to be the unanimous choice
amongst many people leading by Reid and Taylor and other brands. It may
be seen as the heavy advertising or star celebrities make these brands a huge
success in the market and also in the minds of consumer .which can be
shown under the following graph.
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The main sources of awareness of these brands came through by media like
televisions, news papers and hoardings .yet people buy certain amount of
clothing on the basis of suggestion given by their family members and
colleagues at the work place.

Analysis 3.) The third analysis talks about the purchasing patterns of the
consumer. This analysis discusses about the frequency of purchase of suiting
by the consumer, the main occasion of buying suiting and weather they have
any specific criteria for buying suiting.
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The main occasion of buying suiting for a regular consumer was said to be
office wearing, which are more of readily used rather than other ceremonies
like marriage occasions.

 Other part of the analysis was based on the place selected by the
consumer’s in order to buy their suiting. As office wearing carried out
the majority buying by consumers, the general place for buying
suiting came out to be company showrooms which were followed by
the shops in the main market.
 People having a fixed mindset of the brand which they wanted to buy
generally prefer company showroom like Raymond where as
consumer who look for choices in their preferences of buying
generally travel to main market region for having a varied search to
buy clothing.
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 It was also seen that people generally in the lower income levels
preferred buying their suiting from any available shop in the area.
These kind of consumer generally looked out for low price suiting.
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Another analysis was based on the pre- buying Behavior of consumer,

when they went out for shopping of their suiting. This analysis focused
on the mental setup of consumer mind when buying formal clothing.
Though most of the consumer have fixed brand in their mind yet some
people also decide after considering the price amongst various other
brands. Some consumers have pre decided colors and patterns yet some
decide which they find to be attractive in the shop or showroom.
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Secondary Tabulations:

Secondary tabulations are basically based on the analysis from primary

tabulations and data from primary analysis. One of the major finding in
primary analysis was on the buying behavior of the consumer. In the case of
buying suiting, consumer did not actually brought the suiting that came to
his mind . Tabulation can be shown by the graph one , which shows what
consumer has in his mind or the top most brand, and other which he actually
buys .
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The following graph shows the actual brand usage by the consumer Or the
suiting which the consumer actually buys.
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Another analysis done on consumer’s behavior on purchasing pattern before

buying suiting .This analysis reciprocates the consumers mind towards the
expensive , the low cost or be the more branded suiting in the market .
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1. As the Time, resource was limited, the data collected may be not
completely appropriate.
2. Some people mostly business men were uncooperative in providing
3. Yet every sincere and possible effort has been made to collect
relevant data.
4. As I have done this survey in cities of Kanpur and Lucknow the data
may vary due to limited geographical resources.

5. Since the data collected was on the basis of representative basis so the
accuracy is questionable.
P a g e | 52

Conclusion and Suggestions.

1.) Raymond suiting has a good demand among the consumer’s

and has a clear edge over its competitor’s.
2.) Celebrity influence and television plays a crucial role in
endorsing a product.
3.) It was seen that people specifically do not buy the clothing
that they have in their mind .Price variance, design and
Quality plays a crucial role.
4.) Office wearing and marriages are the main occasions of
buying suiting amongst consumers.
5.) Company showroom’s or flagship stores generally attract
more suiting buyers.
6.) In a random survey (last question) it was seen that people
generally want big industrialists and knowledgeable people
to be in formal suiting comparing to young generation people
which are more often liked in ready made.
7.) Urban customers prefer exclusive brand outlets while semi
Urban customers prefer multi brand outlets for varieties in
Non premium brand.
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Learning from Summer Training

Any theoretical knowledge is incomplete without practical exposure. The

whole purpose of an MBA student doing a summer project is to give him the
first hand exposure to the corporate world. One has to work with limited
resources and under pressure and deliver results promptly.

Concept learnt in the subject Research Management helped me to analyze

the textile Industry as a whole, and a business strategy of Shree Dinesh
Mills. I could understand the organization culture with the knowledge of
Organization Behavior and Human Resource Management studied in
first year. The subjects helped me to understand the dynamics of the
organization, relationship between different departments and also resource
management with the consumers.

It also helped me in enhancing my communication skills and interaction

with the people from different field’s proved to be very useful.

It increased my patience and as well as my ability to work hard.

I learned how to ask questions to them and reveal their knowledge,

experience, suggestions out of it.
P a g e | 54


Philip Kotler  Gary Armstrong: Principle of Marketing

Naresh K. Malhotra : Marketing Research

The Indian Textile and Apparel Industry ( Article)

(Based on a presentation made at Interstoff-Asia Spring 2003)

Internet :

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Sample copy Of The Questionnaire:

OCCUPATION: Student / professional / business men / service.
MONTHLY SALARY: <10,000. 10,000-20,000. 20,000 – 30,000. Above.

Q .1)For the following you will prefer ( tick any one) :-



Q.2) Reason for not using any tailored Garment (In case of only Ready made.)
Q.3) what would you prefer wearing for the following occasions?
A.)Day to day wear .
B.)Office wear
C.)Marriage Celebration
D.)Festival Time
E.)Vacation Time

Q.4) Which of the brands ( in suiting ) come in your mind mostly ?( or top most brands
acc. to you. )
Ans. ) ----------------------------
Q.5) How did you came to know about these Brands? (You can tick more than one.)
Ans.) a.) T.V / Newspaper / hoardings
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b.) Family tradition. (used in the family .)

c.) Friends / office colleagues

Q.6) Which of the brands (suiting) have you purchased on last 3 occasions .?
Ans.) ----------------------

Q.7) How often do you purchase suiting as a product in a year ?

Ans.) A.) Once B.) Twice C. ) Thrice. D.) Every

Q.8) Main occasions of buying suiting are .

Ans.) A.) Marriage Occasions.
B.)Office Wearing.
D.) Other Occasions

Q.9) when do you generally buy suiting?

Ans. A.)Seasons change. B.)To replace old ones.
D.)Fixed period of Buying D.)Change in Fashion.

Q.10) Who Generally accompanies you in purchasing Suiting. ?

Ans.)A.) Nobody B.)Wife / Spouse.
C.)Parents. D.)Friends / Colleagues
Q.11) Generally Selected place for buying suiting. ?
Ans.)A.) Shop near the House. B.)Company Show room.
C.)Any available shop. D.)Main market.
E.)Bigger city (Other than city of your residence. )

Q.12) Why do you Prefer to Buy from above place . ?

Ans .)
Q.13.)If you go shopping for suiting do you ?
Ans.) A.)Decide the Color and Pattern in advance.
B.)Choose Whatever you find attractive in the shop .
C.)Look for a fixed or group of fixed Brands only .
D.)Decide after considering the price.

Q.14.)According to you . (Choose any one. )

Ans. )A.) Higher price means higher quality.
B.)Lower price means substandard.
C.)All are same , prices vary due to brand name.
D.)Some brands which are high priced are really better .
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Q.)Choose the brands for the following personalities.

Personalities Brands suggested

Amitabh Bachhan

Ratan tata

John Abrahim

Middle class family man

School teacher

Govt. office clerk

Young college student .

OPTIONS ( not shown to consumers. )

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:-Raymonds. , Reid and Taylor , OCM , Dig Jam ,

Dinesh , Mayur , Siyaram , J. Hampstead ,
Jeans , Cotton non Denims , Cargo Pants ,
Grasim Gwalior , Vimal , S . kumars …