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CONSUMER PREFERENCE TOWARDS ALLEN SOLLY
With special reference to Zaheer’s Fashion, Shimoga
CONTENTS
Chapter 1
INTRODUCTION
Introduction Scope of the Study Aims and objectives Methodology Limitation of the study
Chapter 2
COMPANY PROFILE
Introduction History Objectives Brand Position Vision Future prospects of company
Chapter 3PRODUCT PROFILE
Introduction Types Accessories Brand awareness
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Chapter – 4FIRM PROFILE
Chapter-5
DATA ANALYSIS AND INTERPRETATION
Chapter-6
FINDINGS, SUGGESTIONS AND CONCLUSION
Annexure Questionnaire Bibliography
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Chapter 1
INTRODUCTION
Introduction
Scope of the Study
Objectives of the Study
Methodology
Limitations
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Introduction
All business operation revolves around customer
satisfaction and service, the main purpose of the business is
to create a profitable market for their products or service
and hence to create a customer, ‘god made men and men
made market’. Marketing has a special significance in the
modern management of the business and industry and is
one of the managerial concepts unless it is properly
understood and many of the business or industrial enterprise
will collapse or prove failure.
Over the years marketing has undergone a tremendous
change both its role and functions are forced to evolve new
methods and techniques to deal with the existing problem
more efficiently.
The aim of the modern business is to satisfy the
consumers and there by earn profit the main interaction and
aim is to prove quality products at cheaper rates to
customer with the rapidly increase in production of a wide
range of production. Marketing was assumed greater
importance in recent years. Thus, the marketing is “creating
and delivering of standard of living to the society”
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In modern markets consumer is the ‘king’ so a
producer’s faith is decided by the action of the consumer
that is either buying the product or rejecting it so producer
tries hard to achieve to give competitive efficiently over the
other by adopting new technologies in production and
production measures.
Market is consumer oriented and starts with the
determination of consumer expectation and ends with their
satisfaction marketing program starts from the product idea
does not and until customer wants are adequately satisfied.
The consumer taste differs and hence the forecast of
changes, marketing plan and program can be attained only
by day to day reports which involves present conditions and
demand in the market only. Such reports can help the
marketer to attempt for the change and obtained the desired
goals.
Emergence of buyer’s market and increasing
competitions demanded continuous need for marketing
research to ensure maximum consumer satisfaction and
repeated purchase and to lay down appropriate marketing
strategies to meet the competitive marketing strategies to
meet competitions to serve and growing competitive market.
Marketing research has a bright future in the natured
economy. Marketer’s are called upon to anticipate changes
in the marketing environment involving opportunities link
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and uncertainties. They are requested to forecast the
direction and intensity of the future changes in the
environment and there adjust their plans to meet anticipated
changing environments.
This project report offers detailer regarding marketing
of Allen solly Jeans under Zaheer’s Fashion, Shimoga
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Scope of the Study
The scope of the study is to acquire depth knowledge
about the textile industry and marketing of the products of
Allen solly company Ltd. It helps to compare the theoretical
knowledge with the practical. During the study we have to
acquire knowledge about the origin, growth and working of
the organization.
Marketing factors are influenced by the four major
factor like culture, economy, Social and political factors. The
study also intended to know the buyer’s attitude towards
Allen solly and frequency of purchasing.
Objectives of the Study:
The aims and objectives of this project report are as
follows:
To analyze buying behavior of customers.
To study present markets situation of Allen solly
products.
To analyze the general problems of customers of Allen
solly.
To know the marketing attributes of Allen solly.
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To evaluating the nature of sample customers and this
purchasing decisions.
To take a brief study of readymade male garments.
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Methodology:
To study this project report both primary and
secondary data have been collected.
Primary data which is also collected original data is
obtained specifically on the project at hand. The sources of
primary data are consumers, salesmen and original sale
records. Under the collection of primary data personal
interview with structural questionnaire has been used as the
survey technique for the collection of data from consumers.
A standard set of questions is prepared to obtain required
information on the points.
Secondary data is collected from published and some from
unpublished sources like newspapers, magazines,
management text etc. What others have learnt, written are
put in to print constitutes a vast reservoir of information. Our
entire preliminary investigation is based on secondary data.
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Limitations:
Following are the limitations of this project report,
The main limitation of making this project is the time
factor.
The survey does not cover entire Shimoga Dist.
Much time was spent in explaining to the respondent
about the real purpose of survey.
Some of the respondents did not show the attitude in
colleting the information.
Some of the true information like;
a. Profile is made in brief and
b. Short information has been given relating to working
capacity of the firm.
The main limitation is that Allen solly is taken for the
study of marketing purpose.
History and origin has clear and relevant information.
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Chapter 2
Company Profile
Introduction
History
Objectives
Vision
Brand Position
Future prospects of company
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Company Profile
Introduction
Allen Solly was founded in 1744 by a company called William
Hollin and Co Ltd. The brand was purchased sometime in the
90's by a new company called Madura Garments which was
a part of Madura Coats. Madura Coats was a big producer of
threads.
The Vision Of Allen Solly: The company aimed to emerge as
a brand which was totally new and did not stick to
conventions. “Friday Dressing” was introduced to give the
company a stronghold. Initially the Indian markets were not
open to experimental apparel for men. Friday dressing by
Allen Solly gave Indian corporate a chance to transform their
wardrobes. The new formal wear was relaxed and not boring.
The Aditya Birla Group took over Allen Solly in 2001
Allen Solly created ripples in the Indian market by releasing
new rules in corporate dress code titled ‘Friday Dressing’. It
trashed whites and greys thereby making the corporate
world a colourful and vibrant place. Originating from the
large portfolio of international brands of Coats Viyella-UK,
Allen Solly is targeted at young, contemporary corporate
who was ready to challenge conventions and create their
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own identity. Encouraged by its progress, over the years the
brand has evolved to achieve a high fashion quotient and
appeal through its exciting, fashionable merchandise and
aspiration imagery. Focus on accessories such as eyewear,
watches and women's bags; have added to the lifestyle
quotient of the brand. There are today more than 30 product
categories to its portfolio
History - Allen Solly In India
Launched in India in 1993, Allen Solly brought about a
completely new concept to menswear in India — Friday
Dressing. In the years that followed, the brand, with its
Anglo-American heritage, proved to be the most innovative
of the Madura Fashion & Lifestyle's brands. Today it is one of
India's most popular and easily recognised brands in the
branded premium apparel segment. Consumers understand
it as a vibrant and upbeat work wear brand. Allen Solly’s
recall with Friday Dressing is clearly the strongest.
Convention is not a word that exists in the brand's
vocabulary, and from the beginning, the brand not only
broke the rules of formal workplace dressing, but also re-
wrote them. The dull world of business dressing with its
greys and whites was shaken up by Allen Solly, which
unapologetically added vibrant dashes of colour to its formal
wear lines. The approach paid off, spawning many imitators.
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Nevertheless, the unconventional, yet unmistakable Allen
Solly Man never lost his place in the spotlight.
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AWARDS
Most Admired Brand - Women’s Wear IFA 2004 & 2005 &
2007
Most Admired Brand – Trousers IFA 2005
Most Admired Brand - Smart Casuals IFA 2006
Objectives
Allen solly is keen to tap into this large opportunity by
strengthening what its best known for – Friday
Dressing. Going forward, the brand’s core positioning
will broaden the meaning of Fridays by emphasising its
spirit defined as upbeat, relaxed and effortless without
ever losing sight of the target. It advocates the need to
“lighten up the workplace”.
The brand has ensured that its range of products is
stylish, fashionable and sufficiently casual – i.e. work
appropriate. This is clearly aimed at young
professionals/entrepreneurs who are ahead of the
curve, open to experiments and believe in looking
distinct.
Work culture is more relaxed and hence organizations
do not impose strict dressing norms.
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New age workforce is keen to look stylish, fashionable
and most importantly express their distinct
individuality. This is obviously best expressed through
apparel and accessories.
Entrepreneurship/off-beat professions are gaining
ground thereby providing a promising opportunity for
work casuals.
Vision
The company aimed to emerge as a brand which was totally
new and did not stick to conventions.
Friday Dressing was introduced to give the company a
strong old. Initially the Indian markets were not open to
experimental apparel for men.
Friday dressing by Allen Solly gave Indian corporates
chance to transform their wardrobes. The new formal wear
was relaxed and not boring.
The brand’s vision is to lighten up the workplace through a
whole new range of preppy work casuals in bold colours,
innovative fabric and young fits. Not only do these garments
individually brighten up the work environment, but they also
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lend themselves to lateral coordination with each other, and
the impact of the sum is greater than the individual parts
Allen Solly, in keeping with the spirit of the brand’s core and
legendary ‘Friday Dressing’ tagline, recently unveiled its new
retail identity at its Indira nagar store in Bangalore. The new
identity takes inspiration from the brand’s strong
Nottingham heritage, which has been rendered in a very
modern and contemporary manner. Nottingham is Allen
Solly’s birthplace and a city of stags.
Brand Position
Allen Solly, which was launched in India in 1993, has proved
to be the most innovative brands of Madura Fashion &
Lifestyle. India’s most popular and easily recognised brand,
Allen Solly – with its Anglo-American heritage – introduced a
completely new concept to menswear in India – Friday
Dressing.
. Allen Solly was the first brand in India to introduce Western
wear for the working women in 2002. Allen Solly is one of the
most salient and best distributed women’s-wear brand in the
country and we have aggressive plans to strengthen the
position.
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Allen Solly was the first brand in India to introduce Western
wear for the working women in 2002. Ten years later, it
launched Friday Dressing for the young woman professional.
It is a range of work-casuals that will redefine work-wear for
women in India. The range exudes sophistication, is chic,
fashionable and sufficiently casual while being work
appropriate.
.
This collection of summer dresses from Allen Solly is light
weight, comfortable and stylish with invariable floral designs.
Enjoy the arrival of summer with beautiful sun dresses or
floral printed summer top that can be paired with denim or
shorts which gives you a sense of liberty and warmth.
Brighten up your day and be the head turner in a summer
party at home by flaunting the blue floral print dress or if
you are planning a day out with your friends a casual short
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sleeved pleated dress in liberty print will be the right choice
for you to look stunning.
So, ladies out there, gear up for the sunny season of style
with Allen Solly.
Prices starting at Rs 1599/-
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FUTURE PROSPECTS OF COMPANY
Popularising ‘Friday Dressing’ across India
Allen Solly one of the four apparel brands from Madura
Fashion and Lifestyle is on an aggressive growth mode.
Fashion and Lifestyle is the branded apparel business of
Aditya Birla Group. It has four readymade apparel brands—
Louis Philippe, Van Heusen, Peter England and Allen Solly.
The former three brands sell mainly formal wear and Madura
has planned aggressive growth strategy for all three brands.
This is in response to growing consumer demand for branded
apparel.
In Allen Solly, the company registered sales of Rs 500 crores
at retail price for the year ended March 2011. In the next
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three years, Madura wants to double Allen Solly brand’s
revenue with a CAGR of 30 per cent. In the last three years,
the brand’s revenue has grown three times with a CAGR of
40 per cent. Allen Solly has created a niche since its launch
in 1993 and suits consumers who prefer a clothing range
that falls between formal and casual wear. Its women’s
range has also got tremendous response and the company
expects the growth of women’s wear to outpace men’s wear
this year. Allen Solly will also consider extending the brand
portfolio to accessories such as shoes and bags by 2012-13.
As a part of retail expansion, the company will add around
40-50 Allen Solly stores in 2011-12 and touch 300 stores by
2012-13. The average store size would be around 1,800 sq.
ft. with a capital investment of Rs 40 lakh for each store. The
current ratio of company-owned and franchised stores
stands at about 70:30. Madura will invest around Rs 10
crores a year to launch new stores. Allen Solly women’s wear
is currently available in around 70 stores which would be
increased by adding 25 women’s only stores in next two
years.
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Chapter 3
Product Profile
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Introduction
Today, the brand appeals to that section of consumers who
are young and want to create their own world. Offering
clothing that spans casual, work and evening wear, the
brand's personality is well-reflected through its 'My World,
My Way' campaign.
Allen Solly has several product innovations to its credit and
loyal consumers swear by the brands comfortable and
fashionably-styled cotton trousers and bright, colourful
shirts.
The brand then went a step further, launching a collection of
shirts and trousers called 'The Uncrushables' – a wrinkle-free
wardrobe in an unconventional 'solid' palette.
And the brand is not only for men. Allen Solly's nod to
women in the workforce came in 2001, when the brand
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came out with a line of women's formal wear. A few years
later, they rewrote their own rules again, by bringing in their
casual chic collection for women. Allen Solly's apparel is well
known for its superior quality and it has consistently won
industry awards and consumer recognition for its clothing.
Allen Solly Products:
• Allen Solly manufactures very comfortable cotton and
linen half and full sleeve shirts in solids of beautiful prints
patterns like checks and stripes. They come in attractive
color combinations of white and yellow, blue, pink, green
and the list goes on.
• Allen Solly T-shirts are available in half or full sleeves in
vibrant colors like orange, black, blue etc. The t-shirts are
made of pure cotton.
• Allen Solly Trousers are pure cotton varieties which have
flat or pleated fronts. Allen Solly is considered to be the
brand that breaks all rules and conventions of men's wear
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Shirts
Allen Solly boasts of the best
brands when it comes to shirts.
Shopping for a shirt for that
special day – be it the first day
of work, a new job, a wedding
or just any other day – come to
Allen Solly and enjoy
unparalleled choice.
Trouser
A good pair of trousers is considered
the basis of great style. At Allen
Solly, finding the perfect pair of
trousers is a breeze, considering the
wide variety of brands available;
trousers for every size and budget.
Denims
Allen Solly has an exciting range of casual denims in great
fits for the man who knows how
to unwind after a long day. Our
denims come with great cuts,
superb finish and excellent fits.
With a wide range of best-selling
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brands to choose from, finding the perfect pair of jeans was
never this easy.
Suits
At Allen Solly, we have suits that fit
every occasion, be it corporate
meetings or formal occasions. We
have suits that lend a touch of class
and elegance, making every occasion
truly special.
Brand Awareness: Have you ever wondered when
someone will come up with garments and shoes that are
perfect for work and after-work fun? Well, Allen Solly has
done it, and done it marvelously, one might add. For the
latest in crossover styling, head over to Allen Solly and check
out their new Friday collection. With these garments and
shoes, you can begin your day in the boardroom, and end it
playing pool with your close buddies at your favorite club.
Allen Solly is redesigning the way urban India is dressing for
work with vibrant colors and stylized cuts. Since we talked
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about the garments in one of our earlier blog, let’s focus on
the shoes today. These shoes are all-weather brogues
crafted using intricate whipstitches and contrasting soles.
Their mixed-leather derbies are an exciting combination of
leather and rich suede. These shoes can be worn with chinos
and formal shirts to jeans and tees. Allen Solly’s high-top
chukka boots are crafted from premium leather, and are not
what you’d expect from regular high-tops. These shoes are
so elegantly styled, that they can easily traverse diverse life
situations with ease. Again the Allen Solly duplex-leather
slip-ons are beautifully created out of suede and leather –
they’re just perfect to wear with business casuals.
So whether you’re running a company, managing an
important team, or a high-flying artist; Allen Solly’s Friday
Dressing has something special for you. Also if you’re
thinking of gifts over this New Year and the many occasions
coming up afterwards; this gift card from Allen Solly would
be perfect. Think about it – is your son getting ready to fly
abroad on business? Is your brother looking for restocking
wardrobe? Gift cards from Allen Solly should be your answer.
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Chapter – 4
FIRM PROFILE
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Introduction and History of the Firm:
‘Zaheer’s Fashion’ exclusive showroom of ‘Allen Solly’
has been incorporated on 12th January 2011. It is located at
Ganga Arcade B.H Road, Shimoga.
The name of the firm is Zaheer’s Fashion ‘Allen
Solly’ Showroom. Mr. Mohammed Zaheer is the franchisee.
Mr. Mohammed Zaheer is active and multitalented persons
in business field. He has experience in attracting the
customers and improves the sales of the firm. ‘ALLEN SOLLY’
is the name which stands for branded and good quality
cloths and accessories.
In their showroom they deal with the Allen Solly, Friday
dressing, and Women’s wear.
Capital Structure:
Capital is regarded as the life blood of the business
enterprises inefficient financial management paralysis the
activity of the firm. Hence it is essential that the finance
function should be well organized in the firm. Financial
management refers to all those managerial activity that are
concerned with ascertainment of the finance.
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Initially capital should be deposited the franchisee
Zaheer’s Fashion to the franchisor Allen Solly company
before starting business.
There is an agreement between franchisee and
franchisor about the terms and conditions of the company,
on that basis capital structure has been designed. After the
agreement the franchisee pays full or half amount which was
fixed by the franchisee or franchisor.
After depositing the amount, the company person visits
the place where the business should be commenced, to
know the terms and conditions of the company are fulfilled
regarding store length, width and commercial place.For
furniture and interior design, the payment has been made by
the franchisee (initially).After the certain period that is within
six months, the company will pay the interior initially amount
in the form of stock or on the basis of the terms and
conditions made between franchisee and franchisor.
They planned a proper capital structure, where to
invest and amount of investment in a particular aspect.
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Particulars Amount(R
s)
Investment Rs.50,00,0
00
Shop Advance Rs.
10,00,000
Fitting and
Interior
Rs.15,00,0
00
Others Rs.5,00,00
0
Total Rs.80,00,0
00
Organization Pattern:
Expenses are incurred by the firm monthly are shown below:
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Particulars Amount(
Rs)
Salaries:
Store manager
Rs.18,000
Assistant store Manager Rs.12,000
Sales man Rs.8,000
Helper Rs.4,000
Security Rs. 3,000
Electricity Rs. 5,000
Insurance Rs.15,000
Miscellaneous Rs.8,000
Shop rent Rs.25,000
Total Rs.98,000
Firm Organization Structure
Area sales manager
Orders
Payments and inventory Franchisee owner
Cash and Inventory
Store manager
Staff
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Training & Development & HR policies salaries
Proprietor
Store manager
Assistant Store manager
Sales personSales person
Helpers
Sales person
Security
Firm Staff members
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Customer Service:
The company will issue
discounts for all the products
of the ALLEN SOLLY twice in a
year.
1. Allen Solly Provides Gift
Cards to the regular
customers
2. If any defects found in the
products then it will be
returned to the franchisee or
showrooms where they
purchase.
3. Nature of transactions in
shop: Payment can be made
in the form of cash and also
card payment.
4. Showroom is fully equipped with Air conditioners and
music system.
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5. Trail Room: Trail rooms are well furnished with full mirrors.
The mirrors are hanged two sides.
6. Allen Solly showrooms running more than 450 outlets in
India and outside India there are situated.
7. If the customer orders for any product it will be fulfilled
within one week.
8. Company is concentrating on mainly youths.
Marketing Mix:
Conceptual Analysis:
Marketing information is used to assess the situation in
marketing Planning. We have to select specific marketing
targets in the form of Market segments. Then for each
segments of the market, combination of several types of
marketing activities will have to be formulated. They are
required to be coordinated in to a single marketing
programmed so as to reach a particular target or market
segment. Such combination several marketing methods are
known as marketing mix.
‘Marketing mix’ is one of the key concepts in modern
marketing theory. A successful marketing mix strategy must
have a marketing mix as well as a target market for which
the marketing mix is prepared.
The firm has to take decisions on the above-mentioned
four ps,
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Decisions on product (product)
Decisions on price
Decisions on place
Decisions on promotion
These four ingredients are very closely inner-related.
The marketing mix decisions constitute a large part of the
Marketing management.
Marketing mix is not static. It is always changing according
to changing marketing conditions and also with the Change
in environmental factors.
Product MixVariety
Quality
Design
Features
Brand Name
Packing
Services
Price MixPricing Strategy.
Pricing Policy.
Basic Price
Terms of Credit
Discounts
Allowances
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Marketing Mix
Product mix:
A product mix is the set of all products and items that a
particular seller offers for sale.
A company’s product mix has a certain width; length,
depth and consistency’s major components of the total
product personality they are:
Product image
Brand
Package
Service after sale
Guarantee
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Place Mix Distribution
Channels Wholesalers
Retailers
Mercantile Agents
Physical Distribution
Transportation
Warehousing
Inventory
Location
Promotion MixPersonal Selling
Advertising
Publicity
Sales Promotion
Public Relation
Direct Marketing
Product:
A product is the most tangible and intangible single
component of the marketing programmer. Good products
are key to market success. Product is the vehicle by which a
company provides consumer satisfaction. It is the engine
that pulls the rest of the marketing programme.
A product is anything that can be offered to a market to
satisfy a want or need. Products that are marketed include
physical Goods, services, experience, events, persons,
places, properties, organization, information and ideas.
A product policy and strategy is the corner stone of a
marketing mix. Without a product, there is nothing to
distribute, nothing to promote, nothing to price. To the
marketer products are the building blocks of the marketing
Plan.
Branding:
Branding is the major issue of product strategy.
Branding means naming a product for its identification and
distinction. Branding decision is of crucial importance to the
marketing strategy since the product will gain its image and
consumer loyalty in its brand name.
A brand is a name, term, sign, symbol, or design or
combination of them. It is the practice of giving a particular
name to product or group of products by manufacturer.
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Reasons for branding:
It is the most powerful instrument of sales promotion
due to the following reasons:
Ever increasing competition.
Need for advertising and publicity.
Development for consumer brand-consciousness as a
brand image in his mind.
Packing:
Packing means the wrapping and crating of goods
before they are transported or stored. It is a process of
covering. Wrapping or crating goods into a package. .
Packaging may be defined as the general groups of activities
in the planning of product. There activities concentrated on
formulating a design of the package and producing an
appropriate and attractive container or wrapper for a
product.
Functions of packaging:
Packaging performs the following important
functions:
Protection
Identification
Convenience
Attractiveness or promotional appeal
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Dependability
Differentiation
Easy handling
Price mix:
Price is the exchange value of a product or service
expressed in terms of money. In other words, price is the
money value of goods and services. The price of a product or
services is what the seller feels it worth, in terms of money,
to the buyer.
Price is the one element of the marketing mixes that
Produces revenue. Price is the easiest marketing mix
element to adjust. Price also communicates to the market
the company’s intended value positioning of its product or
brand.
Price is the only objective criteria for the consumer for
comparing alternative items and marketing the final choice.
Importance of price:
Price is a matter of vital importance to both the buyer
and the seller. Price is the only element in the marketing
mix, which produces, the other elements produce costs.
Further, pricing and price competition is the most important
problem facing the marketing management of many
companies. They do not handle the pricing problem properly.
ATNCC, Shimoga 42
Pricing, as a marketing weapon, acts as a big gun.
Hence it must be used very cautiously. An inappropriate
pricing policy may cause a downfall of the firm its product,
even Though product is superior to its rival product.
Objectives of pricing policy:
Maximization of profits
Facing competition
Price stability
Capturing the market.
Changing according to ability to pay
Welfare of the firm
Achieving a target-return
Methods of pricing policy:
Cost-based pricing
Demand-based pricing
Competition-based pricing
Product-based pricing
Distribution mix:
Distribution may be defined as an operation as a
service of operation, which physically bring the goods
manufacturer into hands of final consumer to use.
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Distribution includes all activities, which bring a product from
the factory into the hands of final consumer.
Channels of distribution:
The most common routes used for bringing the
products in the market from producer to consumer are as
follows.
Manufacturer-Consumer channel
Manufacturer-Retailer-Ultimate consumer channel
Manufacturer-Wholesaler-Retailer-consumer channel
Manufacturer-Agent-Wholesaler-Retailer-Consumer
channel
Manufacturer-Wholesaler-Consumer/User channel
Promotion mix:
Promotion is the process of marketing communication
to inform, perused, remind and influence consumer or users
in favor of product or service. Promotion is a form of
communication with an additional element of persuasion to
accept ideas, products, and services and hence persuasive
Communication becomes the heart of promotion, the third
elements of marketing mix.
In marketing, effective communication is absolutely
necessary even though good product best package.
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Chapter-5
DATA ANALYSIS AND INTERPRETATION
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Introduction to the buyer’s behaviour
In this big vast city Shimoga, there is lot of people who
wear readymade men's wears. Shimoga is a fast growing
city.
Here consumer plays an important role in the textile
field, they are choosers and the consumers are known as"
kings of the market". The reputations of a company or any of
its goods are entirely dependent upon the attitudes of the
consumers. Some people express their opinion in a very
different way. So, the consumer satisfaction must be the
motto of every manufacturer.
The survey is conducted with a view to ascertain the
consumer attitude towards various types of men's Jeans in
Shimoga city. With special reference to the Allen Solly of
Zaheer’s Fashion.
The survey is conducted among the different classes I
section of peoples residing in Shimoga city. For this survey
questionnaire method is adopted. The main aim of this
survey is to study the opinion of people residing in Shimoga
city about Allen solly products and all men's wear in general.
The answers given by the respondents are analyzed and
classified. Their opinion is the key to this survey. In the
modern marketing, the consumer is the king and he decides
ATNCC, Shimoga 46
how the product must be and also influence the
manufacturer in his product planning and all the marketing
decision of the manufacturers.
Consumer behaviour is defined as all psychological
social and physical behaviour of potential consumers as they
become aware of evaluate, purchase, consumers and tell
about the products and services to others.
So in this survey, we have analyzed the economical
model of the buyer. It includes his income, and his behaviour
towards cost of garments. Psychological model also we
analyzed. So that, his status, motivation, brand image,
product image has also been studied.
But in this survey much importance is given to the socio
cultural model because man is a social animal. By using the
questionnaire in the survey we can get the correct
continuous answer by survey method. In buying behaviour
the much influencing factor is the social needs such as
desired to gain social prestige or to attract the attention of
others towards him and status factors are the brand loyalty
image of the firm etc.,
Therefore, to put it in nutshell, the survey is based on
much on the socio culture model. On that basis tables and
graphs are designed. 100 persons have been participated for
ATNCC, Shimoga 47
our questionnaire to make this survey successful. The
percentage wise opinion has been shown in all the tables
formed below for the purpose.
Brief Analysis
Here in this survey, the total number of persons
interviewed were 100, the respondents include students,
businessmen, employees and other types of customers.
ATNCC, Shimoga 48
Table -1
Classification on the basis of different category of
men's wear the most
Category of men's
wearRespondents
Percentag
e
Tailor made 20 20
Readymade 48 48
Both 32 32
Total 100 100
In the survey the consumer responded for tailor made
garment category are only 20, Those who responded for
readymade category are 48 and those who use both tailor-
made and readymade garments are 32. The total number of
respondents are 100.
From the above table it is clear that the users of tailor-
made garments in Shimoga city are only 20%. The users of
ready-made garments are 48% and in Shimoga city only 32
% of the consumers prefer both tailor-made and ready-made
men's wear.
This is because they are of the opinion that readymade
men's wear costly when compared to tailor made garments.
ATNCC, Shimoga 49
ATNCC, Shimoga 50
Graph-1
Graph showing the number of customers who wear
different category of men’s wear the most
Tailor made Readymade Both0
10
20
30
40
50
60
Respondents
ATNCC, Shimoga 51
Table - 2
Classification on the basis of users of Jeans and the
reason for their purchase
Reason for
purchase
No. of
Respondents
Percentage
Latest fashion 28 28%
Easy Availability 26 26%
Easy to wear 19 19%
Better fittings 20 20%
Not specified 7 7%
Total 100 100%
These 100 respondents are asked for why they
purchase Jeans. 28 of them answered for latest fashion, 26
of them answered for easy availability, 19 respondents said
easy to wear and for better fittings 20 persons are
responded. But 7 of them have not specified the reason for
why they purchase readymade wear.
The above table clears that in percentage, the reason
wise buyers, 28 % latest fashion, 26 % for easy availability,
19 % for easy to wear, 20 % for better fittings and 7% not
specified any reasons for their purchase.
ATNCC, Shimoga 52
As per the table it is clear that there is wide scope for
readymade garments. If they are easily available to
consumers the sales definitely increases.
ATNCC, Shimoga 53
Graph-2
Graph showing the users of readymade garments and
the reasons for their purchase
ATNCC, Shimoga 54
Latest fashion Easy Availability Easy to wear Better fittings Not specified
0
5
10
15
20
25
3028
26
1920
7
Table -3
Classification on the basis of preferences of the
customers towards different texture
Type of
texture
No. of
Respondents
Percenta
ge
Cotton 47 47%
Synthetic 16 16%
Both 37 37%
Total 100 100%
A question pertaining to type of texture preferred was
asked to respondents and the information so got is analyzed.
Where in 47 % prefer cotton texture, 16 % wear synthetic
and 37 % opt for both.
Graph-3ATNCC, Shimoga 55
Graph showing the preferences of the towards
different texture
ATNCC, Shimoga 56
47%
16%
37%
No. of Respondents
Cotton Synthetic Both
Table
- 4
Classification on the basis of the type of garments
preferred by respondents
Category of
cloth
No. of
RespondentsPercentage
Branded 56 56%
Unbranded 18 18%
Both 26 26%
Total 100 100%
The table shows the attitude and inclination of customers
regarding the branded, unbranded and both textile cloths,
out of 100 respondents 56 of them responded for branded
cloth, 18 of them unbranded and remaining 26 of them
responded for both categories of cloth.
Graph-4
ATNCC, Shimoga 57
Graph showing the type of garments preferred by
respondents
ATNCC, Shimoga 58
Branded Unbranded Both
0
10
20
30
40
50
60
56
18
26
Table-5
Classification on the basis of opinion about the price quoted by Allen Solly
Particular No. of
Respondents
Percentage
Costly 15 30%
Fair 22 44%
Reasonabl
e
13 26%
Cheap 0 0%
Total 50 100%
Out of 100 respondents, 50 of them are the customers of
Allen Solly:
They have responded regarding the price quoted by Allen
Solly. As per the survey 30 % of the respondents ticked for
costly, 44% of them marked fair, 26 % opine that price
quoted is reasonable and nobody says cheap.
So while pricing, Allen Solly has to take right method of
pricing to improve sales.
Therefore it can be concluded that out of total customers in
Shimoga only 50% of them are responded, who are the
customers of Allen Solly constituting 100 % in the above
table.
ATNCC, Shimoga 59
ATNCC, Shimoga 60
Graph-5
Graph showing opinion about the price quoted by
Allen solly
ATNCC, Shimoga 61
Costly Fair Reasonable Cheap0
5
10
15
20
25
15
22
13
0
Table-6
Classification on the basis of the customer for Allen
solly Jeans and reason for their purchases
ReasonNo. of
RespondentsPercentage
Good quality 20 40%
Good
Colours 15 30%
Durability 11 22%
Economical 4 8%
Total 50 100%
The above tale clearly shows the percentage of uses of Allen
solly jeans. According to survey, out of 100 respondents,
only 50 are users Allen solly jeans.
ATNCC, Shimoga 62
They also provided the reasons for their purchase of Allen
solly jeans. 20 of the customers constituting 40% buy Allen
solly jeans for good quality, 15 of the customers constituting
30 % opine that they buy for the good colours, 11
respondents i.e.22% opt for durability and also 4 customers
the same 8% prefer for economical reasons.
From the surrey it is clear that Allen solly jeans are quality
Jeans.
ATNCC, Shimoga 63
Graph-6
Graph showing the customers for Allen solly jeans and
reason for their purchase
Good quality Good Colours Durability Economical
0
2
4
6
8
10
12
14
16
18
20
20
15
11
4
ATNCC, Shimoga 64
Table-7
Classification on the basis of the non users of Allen
solly Jeans and the reason behind that
Reason for not to
purchase
No. of
RespondentsPercentage
Poor quality 2 4%
No attraction colours 5 10%
High Price 28 56%
Non Durability 4 8%
Don't known can’t say 11 22%
Total 50 100%.
The above table clears that around 50% i.e. majority of
customer don't use Allen solly Jeans. They also gives the
reasons for that, 50 out of 2 respondent just marked poor
quality, regarding attractive colours 5 persons are
disappointed. In the survey majority of respondents had
opinion that Allen solly Jeans are too costly. Around 56%
vote for high price. 4 respondents say they do not use Allen
solly Jeans because of non durability. But 11 respondents
constituting 22 % say they don't known the reason or can't
say. Probably most of them are unaware of that Jeans.
As the survey indicates it, better for the company to reduce
the price of Allen solly Jeans.
ATNCC, Shimoga 65
Graph-7
Graph showing the non users of Allen solly Jeans and
the Reason behind that
4%
10%
56%
8%
22%
No. of Respondents
Poor quality No attraction colours High Price Non Durability
Don't known can’t say
ATNCC, Shimoga 66
Table - 8
Classification on the basis of the overall monthly
income group of respondents
Category Monthly income
Allen solly Jeans
respondents
%Other
respondents
%Total
respondents
Below 10000 2 4 13 26 15
10000-20000 8 16 17 34 25
20000 -
3000027 54 16 32 43
Above 30000 13 26 4 8 17
Total 50 100 50 100 100
Here in the above table overall monthly income group is
expected. Most of the respondents in Shimoga belongs to
the group of Rs. 20000-30000 i.e. 43 respondents.
Among Allen solly Jeans users, both 10000-20000 groups are
27 and 16, next place to buyers of below 10000 groups then
with 17 respondents Above 30000 group.
ATNCC, Shimoga 67
Graph-8
Graph showing the overall monthly income group of
respondents
Below 10000 10000 -20000 20000 - 30000 Above 30000
0
5
10
15
20
25
30
2
8
27
1313
1716
4
Allen Solly jeans respondents Other respondents
ATNCC, Shimoga 68
Table -9
Table showing the status of Allen solly Jeans users
StatusNo. of
RespondentsPercentage
Student 28 56%
Businessma
n 8 16%
Employees 11 22%
Others 3 6%
Total 50 100%
Survey analysis of table - 9
The status of the users of the Allen solly Jeans are also
collected to know by whom it is used more. As per the
survey this jeans is used about 56% by the students.
Employees using rate is 22%. Businessmen prefer 16% and
others use this jeans for 6%.
Graph-9
Graph showing the status of Allen solly Jeans users
ATNCC, Shimoga 69
Student 56%
Businessman 16%
Employees 22%
Others 6%
Table - 10
Table showing frequency of purchases of readymade
garments by the consumers
Particulars No. of
Respondents
Percentag
e
Frequently 54 54%
Festival Season 20 20%
Clearance sale 12 12%
Special offer 14 14%
Total 100 100%
Survey analysis of table - 10
As clothing is one of the basic requirements of every
individual. How often he purchases readymade garments
was asked in the survey. 54% buys frequently, 20% during
ATNCC, Shimoga 70
Student 56%
Businessman 16%
Employees 22%
Others 6%
some festival season, 12 % at clearance sale, and 14% on
special occasions.
As it is stated above people buy cloths frequently. If better
quality, attractive colors, special offers and proper
advertisement is made, the sales of readymade garments
would definitely increase.
ATNCC, Shimoga 71
Graph-10
Graph showing frequency of purchase of readymade
garments by customers
ATNCC, Shimoga 72
Frequently Festival Season Clearance sale Special offer
0
10
20
30
40
50
60 54
20
1214
Table -11
Table showing the kinds of dress worn by the
respondents
For regular use
No. of responde
nts
On special occasions
No. of respondent
sFormals 25 Jeans pants 27
Casuals 28 Kurta 43
Fancy/
Ethnic 16 Sherwani 15
Nil 0Jeans - T-
Shirts45
Total 100 Total 100
Survey analysis of table - 11
In fast growing city dresses of every individual has changed.
He won’t wear same kind of dress for all time. As the time
changes, the style also changes.
According to the above table in Shimoga city for the regular
use, respondents give priority to formals i.e. 56%, 28 %
prefer for casual wear, 16% are agreed for fancy and ethnic
wear.
ATNCC, Shimoga 73
But for special occasions, 45 respondents give priority to
Jeans - T Jeans, 27%, for shirt pants, 15 to Sherwani and 13
Respondents for Kurta.
In shimoga city there is no demand for designers wears. In
future as it is growing, designers wears may get the
importance like in Bombay, Bangalore, Delhi etc.,
ATNCC, Shimoga 74
Graph-11
Graph showing the kinds of dress worn by the
respondents
a) For regular use
Formals 36%
Casuals 41%
Fancy/ Ethnic 23%
b) On special occasions
ATNCC, Shimoga 75
Summary of Observation:
The information collected and the survey conduct from
this; it is clear that, readymade garment growing popular
everywhere.
So, the latest fashionable cloths must be kept in stock
and the regular advertisement in daily news paper is also
necessary. The price still to be reduced and the quality of
the garment must be improved. The good quality product
must available with reasonable price. Many people feel that
the readymade garments are costly now it is the
responsibility of the promoter to convince the people at
large.
ATNCC, Shimoga 76
Jeans pants 21%
Kurta 33%Sherwani
12%
Jeans - T-Shirts35%
The care should be taken to see that demands from all
sections of society are met good behavior with the
consumers is one of the required factor one should have
proper skill to attract the customer; some people do have
much skill inherently. If required sufficient training becomes
necessary.
ATNCC, Shimoga 77
Chapter-6
FINDINGS, SUGGESTIONS AND CONCLUSION
ATNCC, Shimoga 78
FINDINGS, SUGGESTIONS AND CONCLUSION
Findings:
The following are the summary of the survey findings:
As per the survey it is clear that one third of the
customers do not use readymade garments. So for the
company it is important to concentrate on that customer.
It has to make them to use readymade men's wear
similarly it should satisfy the needs of the existing
customers.
In the survey 26 % of the respondents use readymade
Jeans for easy availability. It defines the non availability of
readymade garments in Shimoga. So, the companies have
to open the range of shops which are suitable for the
customers.
In a growing city the Shimoga, latest fashion has attracted
many customers so, product should be introduced to the
market as per the need of the customers.
There is a complaint against readymade garments that
they are not suitable to all i.e. one cannot get garments
according to body fittings. These problems should be
studied carefully.
ATNCC, Shimoga 79
As per the survey conducted majority prefers for cotton
wears as it is comfort, but the users of synthetic wear are
comparatively low. So, the marketers of cotton wears can
grab the market. It doesn't means they should quit from
synthetic clothes. They should take measures regarding
synthetic clothes too.
In Shimoga city where most customer belong to middle
and low income group the demand for branded garments
is as same as the demand for unbranded garments. So
both branded and unbranded men's wear move in a
smooth manner.
In Shimoga city customer are just one fourth for the Allen
solly Jeans. It has not reached many customer as it is most
opted students and youth. For the company, it will be
helpful if it concentrate on those who do not use Allen
solly Jeans
It is observed that Allen solly Jeans are of good quality
Jeans. But most of the consumers are not satisfied with
the colour, durability and price of the Jeans.
Some customers, who do not compromise with both
quality and price of Allen solly Jeans, opine that price is
very high. The company has to concentrate all classes of
the society in this regard.
Now Allen solly Jeans are concentrate on class customers.
If it want to increase the sales it should concentrate much
on mass consumers.
ATNCC, Shimoga 80
Although the "Allen solly showroom" is one of the famous
shop for men, women and kids wear it has not covered the
entire customers of Shimoga. Only two third of the
customer are aware of this shop. It shows the lack of
advertisement. The firm should concentrate on this
aspect.
Majority of the customers of Allen solly jeans are satisfied
with the price quoted by the Allen solly company. But it
should analyse the pricing policy for the better sales.
However, some customer not satisfied. So promotional
measures should also be taken to improve the sales of
branded garments.
Suggestions
Product:
Allen solly jeans are the leading company in braded and
designer garments, and textile manufacturing of our country.
It has earned a very good name and popularity in the world
of Allen solly Jeans and shirts are giving good results for
them. Therefore almost every consumer is satisfied with the
results. The following are some of the suggestions for
achieving better performance of Allen solly Jeans and
increase the sales in the future:
ATNCC, Shimoga 81
The manufacturers have to put more efforts on
maintaining and improving the quality of Allen solly Jeans.
They should see that the produts manufactured is of good
quality.
The Allen solly is expected to increase its distributing
channels and should also keep supplying the goods in
time required by the dealers what ever they demand.
lnspite of its good quality . It is observed that the Allen
solly Jeans have good popularity and there is a lot of
demand in the market as compared to others. Here some
of the consumers do not purchase the Allen solly Jeans
always, but only once in a way. So the manufacturer is
required to take proper promotional activities in order to
popularize the product through different advertisement
media.
Dealers must take the responsibility if there is any small
compliant from the customers.
ATNCC, Shimoga 82
Price:
The Allen solly Jeans have got a very good image and
have an increasing demand. As there are number of
competitors existing in the market, the price becomes an
important factor in order to increase the sales and rise in
demand. Allen solly jeans is accepted by high, middle class
and rich people by majority. The middle class and low class
people feel that the price is relatively high but they also buy
it once in the way. Therefore the price of the product, must
be comparative so as to improve sales in the competitive
market.
The follow are some of the suggestions towards the
price:
The cost of production should be curtained by increasing
the production, while implementing the cost, care must be
taken such that quality of the product is not affected
adversely.
Here the middle class and low class people buy the
product once in a way, so proper care should be taken and
the price should be lowered atleast to compensate them.
They must try to maintain the price stability as far as
possible.
Pricing must be fair in order to create impulsive buying.
ATNCC, Shimoga 83
The marketing expenditure should be minimized.
However the high pricing strategy involved in this
textile is mainly to build up the image of the company.
Promotion and distribution
Sales promotion is an important instrument lubricate
the marketing efforts. The promotional strategy taken up by
the company is quite satisfactory. The sales agents visit the
dealers once in a while, this mainly to assess dealers if any.
Thus, the general conditions of the promotion and
distribution of producers as well as dealers are quite
satisfactory. There are some further suggestions for
improvements:
The proper sales promotional activities should be taken in
order to increase buying response by ultimate consumers
and also to improve market share of Allen solly.
Attractive advertisement through all the media of
advertising is very necessary in order to increase the
usage rate of present consumer and also to meet the
completion.
ATNCC, Shimoga 84
Promotional measures such as contents, price, coupons,
premium should be attached to sales.
Zaheer’s Fashion should also take greater care for local
advertising, regular is to be given in local newspaper
some promotional measures have to be provided for
customers who buy in bulk.
The dealer should improve the display of the product. So
that the consumers will be attracted towards the product.
Also, the dealer should highlight the product compared to
other products.
Public relations have now become an important marketing
function. Effective marketing communication is not
possible without establishing and maintaining natural
understanding between the company and its customers. A
bright image of the product is created and maintained
only by public relations.
The marketing practitioner finds that the customer
wants the delivery of their products at right place, at the
right time and in right quality. The ingredients of marketing
mix serve as product; price and promotion constitute the
first half of marketing.
The distribution logistic inputs are termed as the other
half of the marketing concept or customer oriented market
planning. As for as the distribution, manufacturers have got
dense network of distribution. The dealers are quite
ATNCC, Shimoga 85
satisfactory about the general conditions of distribution of
products.
ATNCC, Shimoga 86
Conclusion
The suggestions given here in this project report is
based on the suggestions and experience of customers to
whom the product ultimately reaches.
Customer’s satisfaction is the ultimate motto of every
business. Therefore orientation of marketing is entirely
necessary for maintaining and increasing the market share
of any type of business. This can be achieved by directly
managerial, productive and marketing activities to awards
preference of the customers. For this achievement
competitive efficiency increases in quality, decrease in cost
of production is essential.
In this present competitive market, the consumers have
been described as the "king". Thus it is very essential that
every manufacturer should manufacture those products and
services that satisfy present needs of the consumers.
Consumer’s orientation is of immense importance for image
for creating and maintaining the brand image in the minds of
the consumers. Since the sales of textiles is being seasonal
and due to some other technical reason, the. company could
not reach its usual profit percentage.
It may be concluded that the suggestions arrived that
after the survey should be adopted by the readymade
garment industry to achieve higher benefit.
ATNCC, Shimoga 87
Further most of the respondents feel that readymade
men's wear saves time as customers are giving importance
to latest design and better quality clothes. The manufacturer
of readymade men's wear has to adopt above things.
ATNCC, Shimoga 88
Annexure
Questionnaire
Bibliography
ATNCC, Shimoga 89
CONSUMER QUESTIONNAIRE
Dear respondents,
I, am student of final year BBM, ATNCC, Shimoga
conducting a market survey on readymade garments with
reference to Allen solly as a part of my management course.
I shall be grateful if you can spare a few minutes to answer
this questionnaire.
Yours
Irfan S.P
1. Name:
2. Address :
3. Age:
18 – 20 years
21 – 30 years
31 – 40 years
Above 40 years
4. Sex
ATNCC, Shimoga 90
Male [ ]
Female [ ]
5. Maritial Status:
6. Occupations
a) Student [ ]
b) Business Men [ ]
c) Employee [ ]
d) Others [ ]
7. Income Level:
Below 10000 [ ]
10000 to 20000 [ ]
20000 to 30000 [ ]
Above 30000 [ ]
8. Which garments do you use more?
Tailor made [ ]
Ready Made [ ]
Both [ ]
9. Do you purchase branded Jeans?
Yes [ ]
No [ ]
If yes, why?
a) Latest fashion ( ) b) Easy availability ( )
c) Easy to wear ( ) d) Better fittings ( )
10. Which type of texture do you like most?
ATNCC, Shimoga 91
a) Cotton ( )
b) Synthetic ( )
c) Both ( )
11. Which category do you generally use most?
a) Branded ( )
b) Unbranded. ( )
12. Have you heard about the Allen solly Jeans?
a) Yes ( )
b) No. ( )
13. What is your opinion about the price aspects of Allen
solly Jeans?
a) Low price ( )
b) Medium Price ( )
c) High Price ( )
14. How often you purchase Allen solly jeans?
a) Frequently ( )
b) Festival season ( )
c) Clearance sale ( )
d) Special offer ( )
15. Do you use Allen solly Jeans?
Yes ( )
No ( )
If yes, why?
a) Good Quality ( )
b) Good colours ( )
c) Durability ( )
ATNCC, Shimoga 92
d) Special offers ( )
If No, why?
a) Poor Quality ( ) b) No alternative colours ( )
c) High price ( ) d) Non durability ( )
16. What is your opinion about the quality aspects of Allen
solly Jeans?
a) Excellent ( )
b) Good ( )
c) Satisfactory ( )
17. What type of dress do you wear?
i) For regular use ii) On special occasions
a) Formals ( ) a) Kurta ( )
b) Casuals ( ) b) Sherwani ( )
c) Fancy / ethnic ( ) c) Jeans-N-T shirt (
)
18. Do you think there is wider choice of Allen solly Jeans?
Yes ( ) No ( )
19. Do you think promotional measures are necessary for
the improvement of sale of Allen solly Jeans?
Yes ( ) No ( )
ATNCC, Shimoga 93
20. Yours suggestions ____________________________
Place:
Date: Signature
ATNCC, Shimoga 94
BIBLIOGRAPHY
Books :
Marketing Management - K.D Basava
Marketing Management – Sherlekar
Modern Marketing Management – Nair, Paul
Websites
www.allensolly.com
www.google.com
ATNCC, Shimoga 95
