FINAL COPY

CONSUMER PERCEPTION

INTRODUCTION

Consumer perception is defined as the process by which an individual selects, organises, and

interprets stimuli into a meaningful and coherent picture of the world. It can described as

“how the customer see the products and brand around him.” Two individuals may be exposed

to the same apparent conditions, but how each person recognizes, selects, organizes, and

interprets these stimuli is a highly individual process based on each person’s own needs,

values and expectations.

As a part of my project, I selected Reid and Taylor pvt ltd, a fabric & apparel manufacturing

unit in Mysore. The research was to know the consumer perception towards Reid and Taylor

apparels.

The Indian textile industry is one of the largest in the world with a massive raw material and

textiles manufacturing base. Our economy is largely dependent on the textile manufacturing

and trade in addition to other major industries. About 27% of the foreign exchange earnings

are on account of export of textiles and clothing alone. The textiles and clothing sector

contributes about 14% to the industrial production and 3% to the gross domestic product of

the country. Around 8% of the total excise revenue collection is contributed by the textile

industry. So much so, the textile industry accounts for as large as 21% of the total

employment generated in the economy. Around 35 million people are directly employed in

the textile manufacturing activities. Indirect employment including the manpower engaged in

agricultural based raw-material production like cotton and related trade and handling could be

stated to be around another 60 million.

A textile is the largest single industry in India (and amongst the biggest in the world),

accounting for about 20% of the total industrial production. It provides direct employment to

around 20 million people. Textile and clothing exports account for one-third of the total value

of exports from the country. There are 1,227 textile mills with a spinning capacity of about 29

million spindles. While yarn is mostly produced in the mills, fabrics are produced in the

power loom and handloom sectors as well. The Indian textile industry continues to be

predominantly based on cotton, with about 65% of raw materials consumed being cotton. The

yearly output of cotton cloth was about 12.8 billion m (about 42 billion ft). The manufacture

of jute products (1.1 million metric tons) ranks next in importance to cotton weaving. Textile

is one of India’s oldest industries and has a formidable presence in the national economy

inasmuch as it contributes to about 14 per cent of manufacturing value-addition, accounts for

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around one-third of our gross export earnings and provides gainful employment to millions of

people. They include cotton and jute growers, artisans and weavers who are engaged in the

organised as well as decentralised and household sectors spread across the entire country.

INDIAN TEXTILE INDUSTRY STRUCTURE AND GROWTH

India’s textile industry is one of the economies largest. In 2000/01, the textile and

garment industries accounted for about 4 percent of GDP, 14 percent of industrial output, 18

percent of industrial employment, and 27 percent of export earnings (Hashim). India’s textile

industry is also significant in a global context, ranking second to China in the production of

both cotton yarn and fabric and fifth in the production of synthetic fibers and yarns.

In contrast to other major textile-producing countries, mostly small-scale, non-

integrated spinning, weaving, cloth finishing, and apparel enterprises, many of which use

outdated technology, characterize India’s textile sector. Some, mostly larger, firms operate in

the “organized” sector where firms must comply with numerous government labour and tax

regulations. Most firms, however, operate in the small-scale “unorganized” sector where

regulations are less stringent and more easily evaded.

The unique structure of the Indian textile industry is due to the legacy of tax, labour,

and other regulatory policies that have favoured small-scale, labour-intensive enterprises,

while discriminating against larger scale, more capital-intensive operations. The structure is

also due to the historical orientation towards meeting the needs of India’s predominately low-

income domestic consumers, rather than the world market. Policy reforms, which began in

the 1980s and continued into the 1990s, have led to significant gains in technical efficiency

and international competitiveness, particularly in the spinning sector. However, broad scope

remains for additional reforms that could enhance the efficiency and competitiveness of

India’s weaving, fabric finishing, and apparel sectors.

Structure of India’s Textile Industry

Unlike other major textile-producing countries, India’s textile industry is comprised

mostly of small-scale, non integrated spinning, weaving, finishing, and apparel-making

enterprises. This unique industry structure is primarily a legacy of government policies that

have promoted labour-intensive, small-scale operations and discriminated against larger scale

firms:

• Composite Mills. Relatively large-scale mills that integrate spinning, weaving and,

sometimes, fabric finishing are common in other major textile-producing countries. In India,

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however, these types of mills now account for about only 3 percent of output in the textile

sector. About 276 composite mills are now operating in India, most owned by the public

sector and many deemed financially “sick.”

• Spinning. Spinning is the process of converting cotton or manmade fiber into yarn to be

used for weaving and knitting. Largely due to deregulation beginning in the mid-1980s,

spinning is the most consolidated and technically efficient sector in India’s textile industry.

Average plant size remains small, however, and technology outdated, relative to other major

producers. In 2002/03, India’s spinning sector consisted of about 1,146 small-scale

independent firms and 1,599 larger scale independent units.

• Weaving and Knitting. Weaving and knitting converts cotton, manmade, or blended yarns

into woven or knitted fabrics. India’s weaving and knitting sector remains highly fragmented,

small-scale, and labour intensive. This sector consists of about 3.9 million handlooms,

380,000 “powerloom” enterprises that operate about 1.7 million looms, and just 137,000

looms in the various composite mills. “Powerlooms” are small firms, with an average loom

capacity of four to five owned by independent entrepreneurs or weavers. Modern shuttleless

looms account for less than 1 percent of loom capacity.

• Fabric Finishing. Fabric finishing (also referred to as processing), which includes dyeing,

printing, and other cloth preparation prior to the manufacture of clothing, is also dominated

by a large number of independent, small scale enterprises. Overall, about 2,300 processors

are operating in India, including about 2,100 independent units and 200 units that are

integrated with spinning, weaving, or knitting units.

• Clothing. Apparel is produced by about 77,000 small-scale units classified as domestic

manufacturers, manufacturer exporters, and fabricators (subcontractors).

Growth of Textile Industry

India has already completed more than 50 years of its independence. The analysis of

the growth pattern of different segment of the industry during the last five decades of post

independence era reveals that the growth of the industry during the first two decades after the

independence had been gradual, though lower and growth had been considerably slower

during the third decade. The growth thereafter picked up significantly during the fourth

decade in each and every segment of the industry. The peak level of its growth has however

been reached during the fifth decade i.e., the last ten years and more particularly in the 90s.

The Textile Policy of 1985 and Economic Policy of 1991 focussing in the direction of

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liberalisation of economy and trade had in fact accelerated the growth in 1990s. The spinning

spearheaded the growth during this period and man-made fibre industry in the organised

sector and decentralised weaving sector.

Size of Textile Industry in India

• The textile industry in India covers a wide gamut of activities ranging from production of

raw material like cotton, jute, silk and wool to providing high value-added products such as

fabrics and garments to consumers.

• The industry uses a wide variety of fibres ranging from natural fibres like cotton, jute, silk

and wool to manmade fibres like polyester, viscose, acrylic and multiple blends of such fibres

and filament yarn.

• The textile industry plays a significant role in Indian economy by providing direct

employment to an estimated 35 million people, by contributing 4 per cent of GDP and

accounting for 35 per cent of gross export earnings. The textile sector contributes 14 per cent

of the value-addition in the manufacturing sector.

• Estimates say that the textile sector might achieve about 15 to 18 per cent growth this year

following dismantling of MFA.

ROLE OF INDIAN TEXTILE INDUSTRY IN THE ECONOMY

Textile industry plays a significant role in the economy. The Indian textile industry is

one of the largest and most important sectors in the economy in terms of output, foreign

exchange earnings and employment in India. It contributes 20 per cent of industrial

production, 9 per cent of excise collections, and 18 per cent of employment in industrial

sector, nearly 20 per cent to the country’s total export earnings and 4 per cent to the GDP.

The sector employs nearly 35 million people and is the second highest employer in the

country. The textile sector also has a direct link with the rural economy and performance of

major fibre crops and crafts such as cotton, wool, silk, handicrafts and handlooms, which

employ millions of farmers and crafts persons in rural and semi-urban areas. It has been

estimated that one out of every six households in the country depends directly or indirectly on

this sector.

India has several advantages in the textile sector, including abundant availability of raw

material and labour. It is the second largest player in the world cotton trade. It has the largest

cotton acreage, of about nine million hectares and is the third largest producer of cotton fibre

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in the world. It ranks fourth in terms of staple fibre production and fourth in polyester yarn

production. The textile industry is also labour intensive, thus India has an advantage.

The key advantages of the Indian industry are:

• India is the third largest producer of cotton with the largest area under cotton cultivation in

the world. It has an edge in low cost cotton sourcing compared to other countries.

• Average wage rates in India are 50-60 per cent lower than that in developed countries, thus

enabling India to benefit from global outsourcing trends in labour intensive businesses such

as garments and home textiles.

• Design and fashion capabilities are key strengths that will enable Indian players to

strengthen their relationships with global retailers and score over their Chinese competitors.

• Production facilities are available across the textile value chain, from spinning to garments

manufacturing. The industry is investing in technology and increasing its capacities which

should prove a major asset in the years to come.

• Large Indian players such as Arvind Mills, Welspun India, Alok Industries, S Kumar’s and

Raymond’s have established themselves as 'quality producers' in the global market. This

recognition would further enable India to leverage its position among global retailers.

• India has gathered experience in terms of working with global brands and this should

benefit Indian vendors.

GOVERNMENT INITIATIVES

With a view to raise India's share in the global textiles trade to 10 per cent by 2015

(from the current 3 per cent), the Ministry of Textiles proposes 50 new textile parks. Out of

the 50, 30 have been already sanctioned by the government (with a cost of US$ 710 million).

Set up under the Scheme for Integrated Textile Parks (SITP), this initiative will not only

make the industry cost competitive, but will also enhance manufacturing capacity in the

sector. Apart from the above, a series of progressive measures have been planned to

strengthen the textile sector in India:

• Technology Mission on Cotton (TMC)

• Technology Upgradation fund Scheme (TUFS)

• Setting up of Apparel Training and Design Centres (ATDCs)

• 100 per cent Foreign Direct Investment (FDI) in the textile sector under automatic route.

• Setting up two design centres in Gujarat in collaboration with National Institute of Fashion

Technology.

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• Setting up a Handloom Plaza in Ahmadabad with an estimated investment of US$ 24.6

million.

• Revival plans of the mills run by National Textiles Corporation (NTC). Already, for the

revival of 18 textile mills, US$ 2.21 million worth of machineries has been ordered for the

upgradation and modernisation of these mills.

• Setting up a handloom mall with an investment of US$ 24.6 million at Jehangir Mill in

Ahmadabad.

• Scrapping of the Textile Committee cess being collected from the textile and textile

machinery industry under the Textile Committee Act.

In a further bid to bolster the envisaged annual growth rate of 11 per cent, the

Government will also increase the TUF (Technology Upgradation Fund) from US$ 124

million in 2006-07 to US$ 211 million in 2007-08. The Government of India has also

included new schemes in the Annual Plan for 2007-08 to provide a boost to the textile sector.

These include schemes for Foreign Investment Promotion to attract foreign direct investment

in textiles, clothing and machinery; Brand Promotion on Public-Private Partnership (PPP)

approach to develop global acceptability of Indian apparel brands; Trade Facilitation Centres

for Indian image branding; Fashion Hubs for creation of permanent market place for the

benefit of Indian fashion industry; Common Compliance Code to encourage acceptability

among apparel buyers and Training Centres for Human Resource Development on Public

Private Partnership (PPP) mode.

INDIAN TEXTILE INDUSTRY

In textile Scenario

In exports Cotton yarns, fabric, made ups etc made largest chunk with US$ 3.33 Billion or

26.5% in textiles category, and Ready Made garments (RMG)-cotton including accessories

made largest chunk with 4.67 Billion US $ or 37.1 % of total exports. Whereas, manmade

yarn and fabrics in textiles group and RMG Manmade fibers constituted second position in

the two categories, respectively. Carpets and woollen garments are other items exported from

India.

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INDIAN TEXTILE INDUSTRY – SWOT ANALYSIS

Strength

India has rich resources of raw materials of textile industry. It is one of the largest

producers of cotton in the world and is also rich in resources of fibres like polyester,

silk, viscose etc.

India is rich in highly trained manpower. The country has a huge advantage due to

lower wage rates. Because of low labour rates the manufacturing cost in textile

automatically comes down to very reasonable rates.

India is highly competitive in spinning sector and has presence in almost all processes

of the value chain.

Indian garment industry is very diverse in size, manufacturing facility, type of apparel

produced, quantity and quality of output, cost, and requirement for fabric etc. It

comprises suppliers of readymade garments for both, domestic or exports markets.

Weakness

Knitted garments manufacturing has remained as an extremely fragmented industry.

Global players would prefer to source their entire requirement from two or three

vendors and the Indian garment units find it difficult to meet the capacity

requirements.

Industry still plagued with some historical regulations such as knitted garments still

remaining as a SSI domain.

Labour force giving low productivity as compared to other competing countries.

Technology obsolescence despite measures such as TUFS.

Low bargaining power in a customer-ruled market.

India seriously lacks in trade pact memberships, which leads to restricted access to the

other major markets.

Indian labour laws are relatively unfavourable to the trades and there is an urgent need

for labour reforms in India.

Opportunity

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Low per-capita domestic consumption of textile indicating significant potential

growth.

Domestic market extremely sensitive to fashion fads and this has resulted in the

development of a responsive garment industry.

India's global share is just 3% while China controls about 15%. In post-2005, China is

expected to capture 43% of global textile trade.

Companies need to concentrate on new product developments.

Increased use of CAD to develop designing capabilities and for developing greater

options.

Threats

Competition in post-2005 is not just in exports, but is also likely within the country

due to cheaper imports of goods of higher quality at lower costs.

Standards such as SA-8000 or WARP have resulted in increased pressure on

companies for improvement of their working practices.

Alternative competitive advantages would continue to be a barrier.

The Indian textile industry has a significant presence in the Indian economy as well as in

the international textile economy. Its contribution to the Indian economy is manifested in

terms of its contribution to the industrial production, employment generation and foreign

exchange earnings. The industry also contributes significantly to the world production of

textile fibres and yarns including jute. In the world textile scenario, it is the largest producer

of jute, second largest producer of silk, third largest producer of cotton and cellulosic fibre\

yarn and fifth largest producer of synthetic fibre\yarn. Textile Industry is providing one of the

most basic needs of people and the holds importance; maintaining sustained growth for

improving quality of life. The Government of India has also included new schemes in the

Annual Plan for 2007-08 to provide a boost to the textile sector. These include schemes for

Foreign Investment Promotion to attract foreign direct investment in textiles, clothing and

machinery etc.

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CHAPTER-2

COMPANY

PROFILE

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Company Profile

SKNL is one of India’s leading textiles and apparel manufacturing companies with expertise

in multi-fibre manufacturing. The company has extended its presence in multiple product

categories from Fabrics to Apparels and Home Textiles. Ever since its inception, the

company has been a frontrunner in its line of business and has come to be known as one of

the most respected businesses in the sector. SKNL offers an excellent set of high value

products ranging from low cost high quality textiles to world class premium ready-to-wear

suiting and is present in every segment of the Indian textile industry.

SKNL has state–of–the–art manufacturing capabilities and is characterized by a

distribution network that is unparalleled in terms of its reach. The company also has a

management team with several years of experience translating to an exhaustive knowledge of

the industry.

Manufacturing

Maintaining world-class quality has been a corner stone in SKNL's business strategy. The

company has invested extensively in manufacturing facilities to maintain high quality

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standards. Four states of art manufacturing units based in Mysore (Karnataka) and dewas

(Madhya Pradesh) collectively produce over 2, 00,000 meters of high-quality fabrics each

day.

The manufacturing capability gives SKNL a clear edge in the market place - stringent quality

measures and competent management systems ensure that the finest product reaches the

consumers, consistently. Luxury Textile fabrics are manufactured at a world-class integrated

facility situated near Mysore (Karnataka). Its high quality fabrics are well received in the

domestic as well as international market. In fact, Reid & Taylor - Scotland, sources its fabrics

from this mill as well for its international markets.

SKNL is the only manufacturer of fine count Damask in India. It’s Chamunda

Standard Mills and Amana Manufacturing Unit in the outskirts of dewas (Madhya Pradesh)

manufactures this fine fabric to cater to Indian & European markets. The company is

constantly modernizing and upgrading its existing facilities for Consumer Textiles and Home

Textiles. Plans on the anvil are to add new capacity to manufacture Worsted Suiting’s and

Home Textiles Two new plants at Bharuch, Gujarat for Cotton have been recently

established. SKNL plans to introduce yet another facility, of the Ready-to-Wear SBU, near

Bangalore to cater to the international market.

Distribution

The company’s wide network reaches both domestic as well as overseas market. SKNL caters

to the entire socio-economic segments of the Indian market across 30,000 outlets through 300

dealers. Today, SKNL is the largest institutional supplier in India in the organized sector. The

company plans to establish high impact presence through multi-brand outlets, large format

chain stores and exclusive stores for all its brands.

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Human Capital

SKNL has developed highly effective management capabilities due to a unique fusion of

entrepreneurship with professional expertise. The Board of Directors includes eminent people

from industry, law, banking, finance and economic sectors.

Brands

Ability to build brands, across the socio-economic segments has been one of the key factors

in SKNL's success. A keen understanding of the dynamic market trends, while keeping

abreast with the changing usage patterns, attitudes and preferences of the consumers has been

the foundation of creating successful brands.

Products:

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Business units:

Consumer Textiles:

Blended and Uniform fabrics

The manufacturing facilities are located at dewas. Substantial part of the production is

outsourced. The work wear polyester/ viscose fabrics are used by industries, hospitals, navy,

schools and offices. The company has a market share of 8% in the Blended Suiting business

and 30% in the work wear and daily wear fabrics business of the organized sector. The

company offers a range of high quality budget blends of polyester and viscose in numerous

designs. Belmonte, launched in 2006, is SKNL’s offering in the mid-premium segment.

Most fabrics are characterized with special attributes such as wrinkle-free and moisture-

absorbent qualities thereby enhancing their value.

Home Textiles:

Total Home Expression

Carmichael house is a brand that offers complete home textile solutions in a range of fabrics

and weaves. Carmichael house caters to the mid-premium segment of the home textile market

in the country. In addition to the company’s home textile manufacturing unit in Dewas, it is

in the process of developing another state of-the-art manufacturing unit at Jhagadia to cater to

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the rising demand for premium and luxury branded home textiles. The industry is also

characterized with

Very few organized players. Establishing a strong presence at this juncture should assist

SKNL to achieve a dominant position in the market for organized home textiles.

Total Wardrobe Solutions (Ready to Wear)

Ready to wear garments include shirts, trousers, suits, casuals, ties, socks, for the men’s

segment. At present, SKNL has three brand offerings in the ready-to-wear garment industry.

The brands in this segment include Stephens Brothers in the super premium segment, Reid &

Taylor in the premium segment and Belmonte in the mid premium segment. SKNL is

focusing on and investing in this area as it has identified it as a high growth segment. The

company is also actively scouting

For potential opportunities to add brands in the economy and luxury segments. Branded

readymade garments constitute around 10% of SKNL’s top line and this contribution is

expected to increase in the future owing to the forecasted growth in the branded clothing

market in India. In line with the growth in the industry, SKNL is constantly expanding its

distribution reach.

High Value Fine Cottons (HVFC)

The high value fine cottons segment is the newest venture undertaken by SKNL. This

business is characterized by high margins and has the potential to deliver strong returns.

SKNL has commissioned production in the weaving unit of the completely integrated (yarn

to fabric) 12.75 million meters per annum manufacturing facility for the production of High

Value Fine Cotton fabric in Jhagadia, Gujarat. Full commercial production would start later

in the year. This is one of the most technologically advanced textile manufacturing units in

the country. With this facility, SKNL will be one of the few companies in India offering high

value shirting fabrics. Around 60-65% of the high value fabrics produced will be exported to

foreign luxury brands. Most of SKNL’s competitors in this segment are located in high wage

countries, thereby giving the company a natural advantage and an opportunity to supply high

value fabric at a substantially lower cost.

There is also a backend-frontend synergy with Leggiuno whereby the design talent and

capabilities of Leggiuno will help the division and also division would get access to high end

brand catered to by Leggiuno.

Luxury Textiles

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Reid & Taylor (India) Ltd. (RTIL), a subsidiary of SKNL, offers the Reid & Taylor brand in

the premium segment of the industry in India. In less than ten years after its introduction,

Reid & Taylor has been successful in capturing a healthy market share and is rated amongst

top two brands for premium clothing. Reid & Taylor has a diverse portfolio of products and

also offers total wardrobe solutions. The categories include high quality fabrics, over 500

designs of premium ready-to-wear clothing, smart casuals and accessories. Stephens Brothers

is a leading international brand and is part of the Austin Reed group and is offered by RTIL

in India. Stephens Brothers is an English brand that offers a wide range of business attire that

is designed to perfection. The brand produces suits both for ladies and gentlemen with the

finest pure wool and pure linen fabrics. The luxury segment is a significant contributor

towards the consolidated revenues of the company.

Subsidiary Companies

1. Reid & Taylor (India) Ltd

2. SKNL International B.V.

3. SKNL Europe B.V.

4. SKNL Italy S.P.A

5. Anjaneya Foundation

REID AND TAYLOR

Company profile:

SKNL established its Reid & Taylor division into a wholly owned subsidiary company called

Reid N Taylor (India) Ltd in 2007. Reid N Taylor (India) focuses on the worsted fabrics and

ready-to-wear men's wear brand, to consolidate its position in the fast-growing luxury

segment.

Reid & Taylor (India) Ltd. is a subsidiary of SKNL. Synonymous with British tradition, Reid

& Taylor has been styling the world's elite for over 170 years. It all began in the 1830's with

Alexander Reid, an enterprising Scottish gentleman, embarking on a journey to make his

vision a reality. Using locally available Cheviot wool he created Cheviot cloth that soon

caught on the fancy of the landed gentry. As the clientele and reputation grew, he was joined

by financer Joseph Taylor. Thus, began the enduring partnership of creating finest cloths in

the world, which today is better known as Reid & Taylor. Reid & Taylor continues the

journey to create the finest fabric passionately and has thus carved out a distinguished name

for itself in the industry.

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Reid & Taylor was launched by SKNL in India in 1998 with the inauguration of a state-of-

the-art fabric plant at Mysore. The discerning consumers in India now can experience

international-quality garments in their own cities and towns. Today, Reid & Taylor has

emerged as a leading brand in the worsted suiting segment with sales turnover of Rs. 2200

Million and a market share of 18 %, propelling the brand to grow at a rapid rate of 25% p.a.

Reid & Taylor is the first brand in India to offer both fabrics and apparel under one label.

The fine quality of garments and sharp styling has created a space for itself in the

customer’s mind.

The apparel range includes formal and casual daywear suits, jackets, trousers, shirts ties and

accessories along with a wide selection of T-shirts, jeans, and other weekend wear.

Produced by Reid & Taylor at a dedicated facility in Bangalore, the apparel range upholds

the finest tradition of quality and cuts in outfitting.

Amitabh Bachchan, India's most well-recognised and admired film icon endorses the brand.

The association with a Bollywood icon has translated into higher reach and stronger pull for

the brand from the non-metro cities. High brand saliency and the positive affirmation from

consumers have influenced demand in domestic market and the neighbouring countries.

The Reid N Taylor division comprises luxury textiles and ready-to-wear garment business

carried out under the 'Reid & Taylor' brand. Its fabrics are manufactured at an integrated

facility at Nanjangud, Mysore in Karnataka. This plant is comparable to the best in the world.

Its high quality fabrics are well received in the domestic and the international market. In fact,

Reid & Taylor Scotland, sources fabrics made in this mill for its international markets.

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Today, Reid N Taylor (India) has emerged as a leading company in the worsted segment with

a sales turnover of Rs. 2200 million and a market share of 18%, propelling the brand to grow

at a rapid rate of 25% p.a.

GIC Singapore recently invested Rs. 9,000 million, in Reid N Taylor India Ltd, through a

fresh issue of equity shares and warrants. Subsequently, GIC will in effect own up to 25.4%

stake in RTIL and the balance 74.6% stake will remain with SKNL.

Reid & Taylor, the premium suiting and apparel brand, enjoys a high equity in the domestic

and the international market. The brand dots the country’s retail landscape through its 160

EBOs.

Reid & Taylor India plans to usher in several other brands in the premium category.

Manufacturing:

Modern machinery imported from Switzerland and manufacturing processes that defined the

new gold standard are the hall mark of the plant spread over acres in Nanjangud, Mysore. The

state-of-the-art machinery leverages capacities, competencies and capabilities in production

and service area. Advance electronics control enables the machine to manoeuvre different

kind of textile yarns with ease and flexibility at a high speed to produce superior quality &

product features.

A strong in-house design development process makes each fabric spell style! A high attention

to detail and in-depth study of international trends has been the key to the growth of the

brand.

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A vast majority of the workforce is trained by the company to handle the advanced

machinery and equipment in the most efficient and productive manner. Today the team

comprises more than 1,100 trained and committed members, and with expansion into newer

products and markets, it’s slated to achieve greater heights.

PRODUCTS:

FABRICS:

Reid & Taylor fabrics are acclaimed for their high wear ability, ease of maintenance,

and superior shape retention. The range includes pure wool superfine fabrics made

from fine merino fleece in high counts like 90s, 100s and 130s, fabric in wool/linen

and wool/silk, wool/silk/polyester and other blends.

The brand has recently launched high quality fine fabrics that include the Super 230s,

Machine Washable all Wool Fabrics and 100 % Cashmere suitings & Jacketing

fabrics. Reid & Taylor has also introduced blended Fabrics like Wool-Silk, Cashmere-

Cotton, Bamboo-Wool (70:30), Cotton-Wool (70:30), Easy Care All Wool – High

Twist & machine washable, for special occasions.

The rare Escorial fabric is the world's finest naturally grown wool and has been

selected from the finest fleece measuring 16 micron or finer. Its natural spiral shape

traps air and lends a remarkable elasticity, making the fabric wonderfully light,

naturally flexible and stunningly erease resistant.

Reid & Taylor manufactures a wide range of Worsted and Premium suiting’s

including:

All Wool Superfine

Polywool Blends

Wool Cashmere Blends

Wool Linen & Wool Silk Polyester Blends

Polyester Viscose Blends

Polyester Viscose – worsted

Value added Polyester Viscose blends

Wrinkle resistant suiting’s

ECOFRESH suiting’s

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APPAREL

In the ready to wear segment, Reid & Taylor has launched suits, jackets, trousers and

shirts under the label of Reid & Taylor legends, a range of fine formal clothing aimed

at the premium segment. The Reid & Taylor leisure comprises linen suits, cotton

trousers, shirts, T-Shirts, golfing etc, offering smart casuals to the voguish Indian men.

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CHAPTER-3

RESEARCH

METHDOLOGY

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RESEARCH METHODOLOGY

Project Title:

“A STUDY TO KNOW THE CONSUMER PERCEPTION TOWARDS REID & TAYLOR

APPARELS IN MANGALORE CITY.”

Statement of the problem:

The Research problem selected in view of this project is to study the consumer perception

towards Reid & Taylor apparels & market opportunity for Reid & Taylor. This particular

topic was undertaken because currently the company is planning to open more number of

retail outlets in Mangalore. So the company was interested in knowing consumers perception

towards its product and the opportunity/ potential for its product in the market. This study

endeavours to collect the information on acceptance and perception of the respondents

towards Reid & Taylors apparels and their attitude and satisfaction towards its products.

Objectives

To identify the Consumer perception towards the product.

To suggest ways to improve the present service quality and enhance brand image.

To know the preferences of consumer.

To analyse the major influencers for the purchase.

To study the Influence of advertisement & other promotional activities.

To know where does the brand stand in the market

To identify where should the company open its outlets

Type of Research:

This research is basically a descriptive one that is primarily intended at eliciting information

on the perception of customers towards Reid and Taylor apparels.

Data Source:

Primary data source

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CONSUMER PERCEPTION

A survey is conducted to study the consumer’s perception towards Reid & Taylor apparels

and to identify the opportunities where Reid and Taylor can open its retail outlets.

Questionnaires are distributed among the target respondents and survey is conducted. For

clarifications and suggestions, the respondents are met personally. In this way, information is

collected from the customers to attain the objectives of the survey.

Secondary data source:

The secondary data source include magazines

Company’s annual report

Textile industry journals

Internet etc.

Research design

Sampling unit

The sampling unit will consists of customers of apparels in different disciplines which

include professionals/self employed, business men and men/women at service

Sample size

The number of respondents interviewed is 100, which would comprise of the

professionals/self employed, business men and men/women at service.

Sampling technique

Convenience and judgmental sampling procedure is used where the population of the

professionals/self employed, businessmen and men/women at service.

Sampling frame

The sample frame for the study is the customers of Reid and Taylor apparels consisting of

professionals/self employed businessmen and men/women at service.

Statistical tool for analysis

The statistical tools to be used for analysis would be:

Chi square tests

The self administered questionnaires would be used as a tool for data collection.

Measurement scale

Respondents were asked to evaluate different types of apparel brands. Satisfaction scale was

also used to measure the level of satisfaction of customers with regards to the existing retail

outlets. Behaviour intention scale was also used that measures the likelihood that customers

22 | P a g e

CONSUMER PERCEPTION

will act in a certain way in the future, such as buying the product at a given point of time. The

copy of the instrument used for primary data collection is attached in appendix A.

Scope of the Study

The area of study is limited to Mangalore; the study has been done to ensure

that it would help the marketing manager and the Parent Company to increase

its market share in the region by knowing the present position of the market.

The detailed study is been done with the help of questionnaires with regards to

the perception of the customers towards various textile brands.

It also aims at helping the company to decide where it can open its outlets and

also helps to design promotional strategies based on knowing what drives and

influences the customer and in a way generate prospective customers as it

would be important to know from customer what they want.

Limitations of the Study:

The limitations of the study are as follows:-

The study pertains to only one region more due to the limitation of time frame

Sample size is restricted to 100 respondents only due to the time & money

constraints

Some customers do not show much interest in answering the questionnaire and

answers given may be biased.

Samples are selected using non probabilistic methods. So the data thus

obtained may be biased.

Basic Profile of Respondents:

3.1 Gender

GENDER RESPONDENTS

Male 92

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CONSUMER PERCEPTION

Female 08

3.2 Age

AGE RESPONDENTS

25-35 41

36-45 34

46 & above 25

3.3 Income

INCOME/MONTHLY RESPONDENTS

5000-10000 8

11000-20000 28

21000-30000 42

31000 and above 22

3.4 Educational Background

EDUCATION RESPONDENTS

12th std 3

Degree/diploma/medicine 68

Post graduate and others 29

3.5 Professional Background

PROFESSION RESPONDENTS

Service 52

Business 19

Self employed/professionals 29

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CONSUMER PERCEPTION

CHAPTER-4

DATA ANALYSIS &

INTERPRETATION.

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CONSUMER PERCEPTION

4.1 Awareness of the customer about the brand

(Source: this is the analysis of Q.1 from the questionnaire)

Aware of Reid n Taylor brand Respondents

Yes 100

No 0

respondents0

20

40

60

80

100

120100

0

Awareness of the Brand

YesNo

no. o

f res

pond

ents

Analysis

From this analysis we get to know that 100% of the respondents are aware of the brand Reid

n Taylor.

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CONSUMER PERCEPTION

4.2 Buyers of Reid & Taylor brand apparels.


Buyers of Reid n Taylor Respondents

Yes 94

No 6

:5

15

25

35

45

55

65

75

85

95

Buyers of the product

no.o

f res

pond

ents

Analysis

Only 6 respondents out of 100 studied have purchased other brand clothing’s, rest all have

purchased Reid n Taylor clothing’s.

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CONSUMER PERCEPTION

4.3 Influence of promotional mediums in creating customer awareness towards the brand

(Source: this is the analysis of the Q.3 from the questionnaire)

MEDIUMS RESPONDENTS

Newspaper 60

Television 10

Internet 7

Outdoor advertisements 13

others 10

RESPONDENTS0

10

20

30

40

50

60

7060

107

1310

Newspaper TelevisionInternet Outdoor advertisementsothers

Analysis:

Sixty percent of the respondents were influenced by newspaper in knowing the brand and the

rest were very little influenced by the other mediums of promotion. Thus we get to know that

most of the people are aware of the brand only through newspapers and rest mediums are not

much inspired by the customers very much.

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CONSUMER PERCEPTION

4.4 time gap in customers buying the product.


TIME GAP RESPONDENTS

6 month once 26

Yearly once 24

Occasionally 07

During festivals 40

Others 03

RESPONDENTS0

5

10

15

20

25

30

35

40

6 month onceYearly onceOccasionallyDuring festivalsothers

Analysis:

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CONSUMER PERCEPTION

Forty percent of the respondents shop for clothing’s during Festival seasons whereas 26% of

the respondents shop once in six months, 24% once in a year, 7% occasionally & 3% during

the other times. Thus we get to know that festival seasons there are more demand for the

clothing’s from customers.

4.5 Rating the brands with respect to different criteria’s


Brand Excellent Very good Good Poor

Reid & Taylor 23 49 22 6

Grasim 12 38 43 7

Raymond’s 28 36 27 9

Peter England 24 34 25 17

Park avenue 20 31 38 11

Analysis:

The customers have rated the Raymond’s and Peter England as the excellent brand i.e.

28% and 24% of the customers and the second highest is the 23% that is for Reid &

Taylor and followed by Park Avenue as 20% and the Grasim as excellent for 12%.

For the second criteria that is very good customers have rated Reid and Taylor as the

highest that is 49% followed by 38% for Grasim, 36% for Raymond’s, 34% for Peter

England and 31% for Park Avenue.

For the third criteria that is as good the customers have rated Grasim in the highest

number that is 43%, Park Avenue as 38%, Raymond’s as 27%, Peter England as 25%

and Reid & Taylor as 22%.

For the last criteria the highest number which have rated the brand as poor are for the

Peter England as 17% and the rest that is for Park Avenue 11%, Raymond’s as 9%,

Grasim as 7% and Reid & Taylor as 6% poor..

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CONSUMER PERCEPTION

4.6 Influence of advertisement to buy the product with regards to the age of the customer


H0: Influence of the advertisement on the purchase decisions is independent of the age.

H1: Influence of the advertisements on the purchase decisions is not independent of the age.

OBSERVED FREQUENCY

Extent of Ad Influence Wholly Partially Not At All Total

Age

25-35 12 28 1 41

36-45 17 15 2 34

46 and above 17 8 25

Total 46 51 3 100

EXPECTED FREQUENCY

25-35 18.86 20.91 1.23 41

36-45 15.64 177.34 1.02 34

46 and above 11.5 12.75 0.75 25

Total 46 51 3 100

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CONSUMER PERCEPTION

=111.63-100

cal=11.63

Degrees of freedom=4

At α=0.05

α=9.487

cal> α

Hence Reject H0

Analysis:

Influence of the advertisements is not independent of the age.

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CONSUMER PERCEPTION

4.7 influence of the advertisements to buy the product with regards to the educational

background of the customer.

H0: Influence of the advertisements on the purchase decisions is independent of the

educational background of the customer.

H1: Influence of the advertisements on the purchase decisions is not independent of the

educational background of the customer.

OBSERVED FREQUENCY

Extent of Ad Influence Wholly Partially Not At

All

Total

Educational background

12th STD 2 1 0 3

Degree/Diploma/BE/others 36 31 1 68

Post graduate & others 8 19 2 29

Total 46 51 3 100

EXPECTED FREQUENCY

12th STD 1.38 1.53 0.09 3

Degree/Diploma/BE/others 31.28 34.68 2.04 68

Post graduate & others 13.34 14.79 0.87 29

Total 46 51 3 100

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CONSUMER PERCEPTION

=103.54-100

cal=3.54


At α=0.05

α=9.487

cal< α

Hence Accept H0.

Analysis:

Influence of the advertisements to buy the product is independent of the educational

qualification of the customer.

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CONSUMER PERCEPTION

4.8 Influence of the advertisements to buy the product with regards to the professional


H0: influence of the advertisements on the purchase decisions is independent of the

professional background.

H1: influence of the advertisements on the purchase decisions is not independent of the

professional background.

OBSERVED FREQUENCY

Extent of Ad Influence Wholly Partiall

y

Not At

All

Total

Profession

Service 27 23 2 52

Business 10 8 1 19

Self employed/Professionals 9 20 0 29

Total 46 51 3 100

EXPECTED FREQUENCY

Service 23.92 26.52 1.56 3

Business 8.74 9.69 0.57 68

Self employed/Professionals 13.34 14.79 0.87 29

Total 46 51 3 100

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CONSUMER PERCEPTION

=105.905-100

cal=5.905


At α=0.05

α=9.487

cal< α

Hence accept H0.

Analysis:

Influence of the advertisements to buy the product is independent of the profession


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CONSUMER PERCEPTION

4.9 Influence of the advertisement to buy the product with regards to the income of the

customer.

H0: influence of the advertisement on the purchase decisions is independent of the income

level.

H1: influence of the advertisement on the purchase decisions is not independent of the

income level.

OBSERVED FREQUENCY

Extent of Ad Influence Wholly Partially Not At

All

Total

Income

5000-10000 6 2 0 8

11000-20000 16 11 1 28

21000-30000 21 21 0 42

31000 & above 3 17 2 22

Total 46 51 3 100

EXPECTED FREQUENCY

5000-10000 3.68 4.08 0.24 8

11000-20000 12.88 14.28 0.84 28

21000-30000 19.32 21.42 1.26 42

31000 & above 10.12 11.22 0.66 22

Total 46 51 3 100

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CONSUMER PERCEPTION

=116.42-100

cal=16.42

Degrees of fredom=6

At α=0.05

α=12.591

cal< α

Hence accept H0.

Analysis:

Influence of the advertisements is independent of the income level of the customer.

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CONSUMER PERCEPTION

4.10 Reason for satisfaction level of the product with regards to the age.


H0: satisfaction level of the customer is independent of the age.

H1: satisfaction level of the customer is not independent of the age.

OBSERVED FREQUENCY

Satisfaction level Extremely satisfied Satisfied Dissatisfied Total

age in years

25-35 9 28 4 41

36-45 4 29 1 34

46 & above 5 18 2 25

Total 18 75 7 100

EXPECTED

FREQUENCY

25-35 7.38 30.75 2.87 41

36-45 6.12 25.5 2.38 34

46 & above 4.5 18.75 1.75 25

Total 18 75 7 100

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CONSUMER PERCEPTION

=103.182-100

cal=3.182


At α=0.05

α=9.487

cal< α

Hence accept H0.

Analysis:

Satisfaction level of the customer is independent of the age of the customers.

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CONSUMER PERCEPTION

4.11 Reason for satisfaction level of the product with regards to the educational qualification

of the customer.

H0: satisfaction level of the customer is independent of the educational qualification.

H1: satisfaction level of the customer is not independent of the educational qualification

OBSERVED FREQUENCY

Satisfaction level Extremely

satisfied

Satisfied Dissatisfied Total

Education

12th std 0 3 0 3

degree/Diploma/B.E. 13 51 4 68

post graduate and others 5 21 3 29

Total 18 75 7 100

EXPECTED

FREQUENCY

12th std 0.54 3.25 0.21 3

degree/Diploma/B.E. 12.24 51 4.76 68

post graduate and others 5.22 21.75 2.03 29

Total 18 75 7 100

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CONSUMER PERCEPTION

=100.436-100

Cal=0.436


At α=0.05

α=9.487

cal< α

Hence accept H0.

Analysis:

Satisfaction level of the customer is independent of the educational qualification of the

customers.

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CONSUMER PERCEPTION

4.12 Reason for satisfaction level of the product with regards to the professional background

of the customer.

H0: satisfaction level of the customer is independent of the professional background.

H1: satisfaction level of the customer is not independent of the professional background.

OBSERVED FREQUENCY

Satisfaction level Extremely satisfied Satisfie

d

Dissatisfied Total

Profession

Service 7 40 5 52

Business 2 16 1 19

Self employed/Professionals 4 24 1 29

Total 18 75 7 100

EXPECTED

FREQUENCY

Service 9.36 39 3.64 52

Business 3.42 14.25 1.33 19

Self employed/Professionals 5.22 21.75 2.03 29

Total 18 75 7 100

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CONSUMER PERCEPTION

=103.055-100

cal=3.055


At α=0.05

α=9.487

cal< α

Hence Accept H0.

Analysis:

Satisfaction level of the customer is independent of the professional background of the

customer.

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CONSUMER PERCEPTION

4.13 Reason for satisfaction level of the product with regards to the Income level of the

customer.

H0: satisfaction level of the customer is independent of the income level.

H1: satisfaction level of the customer is not independent of the income level.

OBSERVED FREQUENCY

Satisfaction level Extremely satisfied Satisfied Dissatisfied Total

Income

5000-10000 2 4 2 8

11000-20000 6 21 1 28

21000-30000 9 31 2 42

31000 & above 1 19 2 22

Total 18 75 7 100

EXPECTED FREQUENCY

5000-10000 1.44 6 0.56 8

11000-20000 5.04 21 1.96 28

21000-30000 7.56 31.5 2.94 42

31000 & above 3.96 16.5 1.54 22

Total 18 75 7 100

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CONSUMER PERCEPTION

=108.551-100

cal=8.551


At α=0.05

α=12.591

cal< α

Hence Accept H0.

Analysis:

Satisfaction level of the customer is independent of the income of the customer.

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CONSUMER PERCEPTION

4.14 Reason for consumer buying the product with regards to the age.


H0: buying of the product is independent of the age of the customer.

H1: buying of the product is not independent of the age of the customer.

OBSERVED FREQUENCY

reason for buying the

product

Quality Pricin

g

Product

line

After sales

service Total

age in years

25-35 3 8 9 21 41

36-45 2 12 6 14 34

46 & above 2 7 7 9 25

Total 7 27 22 44 100

EXPECTED

FREQUENCY

25-35 2.87 11.07 9.02 18.04 41

36-45 2.38 9.18 7.48 14.96 34

46 & above 1.75 6.75 5.5 11 25

Total 7 27 22 44 100

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CONSUMER PERCEPTION

=103.442-100

cal=3.442


At α=0.05

α=12.591

cal< α

Hence accept H0.

Analysis:

Buying of the product is independent of the age of the customer.

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CONSUMER PERCEPTION

4.15 reasons for customer buying the product with regards to the educational qualification of

the customer.

H0: Buying of the product is independent of the education of the customer.

H1: Buying of the product is not independent of the education of the customer.

OBSERVED FREQUENCY


product

Quality Pricing Product

line

After sales

service Total

Education

12th std 0 0 1 2 3

Degree/Diploma/B.E 5 15 13 35 68

Post graduate and others 2 12 8 7 29

Total 7 27 22 44 100

EXPECTED

FREQUENCY

12th std 0.21 0.81 0.66 1.32 3

Degree/Diploma/B.E 4.76 18.36 14.96 29.92 68

Post graduate and others 2.03 7.83 6.38 12.76 29

Total 7 27 22 44 100

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CONSUMER PERCEPTION

=108.524-100

cal=8.524


At α=0.05

α=12.591

cal< α

Hence accept H0.

Analysis:

Buying of the product is independent of the educational qualification of the customer.

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CONSUMER PERCEPTION

4.16 Reason for buying the product with regards to the professional background of the

customer.

H0: Buying of the product is independent of the professional background of the customer.

H1: Buying of the product is not independent of the professional background of the customer.

OBSERVED FREQUENCY


product

Quality Pricing Product

line

After sales

service Total

Profession

service 4 20 2 26 52

Business 2 4 5 8 19

Self employed 1 3 15 10 29

Total 7 27 22 44 100

EXPECTED

FREQUENCY

service 3.64 14.04 11.44 22.88 52

Business 1.33 5.13 4.18 8.36 19

Self employed 2.03 7.83 6.38 12.76 29

Total 7 27 22 44 100

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CONSUMER PERCEPTION

=127.289-100

cal=27.289


At α=0.05

α=12.591

cal> α

Hence Reject H0.

Analysis:

Buying of the product is not independent of the professional background of the customer.

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CONSUMER PERCEPTION

4.17 Reasons for consumer buying the product with regards to the income level of the

customers.

H0:Buying of the product is independent of the income level of the customer.

H1: Buying of the product is not independent of the income level of the customer.

OBSERVED FREQUENCY


product

Quality Pricin

g

Product

line

After sales

service Total

Income

5000-10000 0 1 3 4 8

11000-20000 1 2 10 15 28

21000-30000 4 14 5 19 42

31000 & above 2 10 4 6 22

Total 7 27 22 44 100

EXPECTED

FREQUENCY

5000-10000 0.56 2.16 1.76 3.52 8

11000-20000 1.96 7.56 6.16 12.32 28

21000-30000 2.94 11.34 9.24 18.48 42

31000 & above 1.54 5.94 4.84 9.68 22

Total 7 27 22 44 100

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CONSUMER PERCEPTION

=117.08-100

cal=17.08


At α=0.05

α=16.919

cal> α

Hence reject H0.

Analysis:

Buying of the product is not independent of the income level of the customer.

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CONSUMER PERCEPTION

4.18 Influence of the brand ambassador in buying decision.


influence Respondents

Strongly agree 4

Agree 19

Neither agree nor Disagree 23

Disagree 34

Strongly disagree 20

4%

19%

23%34%

20%

Respondents(%)Strongly agree Agree Neither agree nor DisagreeDisagree Strongly disagree

Analysis:

34% of the respondents rated the option neither disagrees as highest.

23% of the respondents feel their buying may or may not be influenced by the brand

ambassador.

20% of the respondents strongly disagree that their buying is influenced by the brand

ambassador.

19% of the respondents agree that their buying is strongly influenced by brand

ambassador and rest 4% strongly agree with this point.

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CONSUMER PERCEPTION

4.19 Preferred place to buy the products.

(Source: this is the analysis of the of Q.10 from the questionnaire)

Place of purchase Respondents

Shopping mall 32

Showrooms 14

Exclusive outlets 51

Retailers 2

Other shops 1

Analysis:

51% of the respondents prefer to buy the product in the exclusive outlets of the Reid and

Taylor, 32% prefer to buy in shopping malls and the rest, 14% in showrooms, 2% from

retailers & !% from other shops.

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Respondents

32

14

51

2 1

Preferred Purchase PlaceShopping mall Showrooms Exclusive outlets Retailers Other shops

CONSUMER PERCEPTION

4.20 opinion about the nearest retail outlet.


Experience Respondents

Delighted 29

Satisfied 31

Neither satisfied nor

Dissatisfied

38

Dissatisfied 02

Delighted29%

Satisfied31%

neither satisfied nor dissatisfied

38%

Dissatisfied2%

respondents

Analysis:

From the above analysis it is evident that 38% of the respondents neither satisfied nor

dissatisfied with the outlet. 31% of the respondents are satisfied with the outlet and 29% of

the respondents are delighted with the nearest outlet.

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CONSUMER PERCEPTION

4.21 Consumer behaviour in the given situation


Buying behaviour Respondents

Definitely buy 13

Probably buy 32

Not sure 14

Probably not buy 29

Surely not buy 12

Respondents

13

32

14

29

12

Buying Intention Of RespondentsSurely not buy Probably not buy Not sureProbably buy Definitely buy

Analysis:

From the above analysis we can make out that if discounts are offered 32% of the

respondents would probably buy & only 13% would surely buy.

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CONSUMER PERCEPTION

CHAPTER-5

FINDINGS,

SUGGESTION &

CONCLUSION

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CONSUMER PERCEPTION

FINDINGS:

Following are the findings drawn from on the basis of the data collected from the

respondents:

According to the study the customers are completely aware of the brand Reid &

Taylor.

According to the study highest number of customers has purchased the Reid and

Taylor Fabrics.

The study reveals that Newspapers have played a major role in creating the brand

awareness amongst the customer compared to all other media’s.

We get to find majority of the customers tend to make their purchases only during

festival seasons.

Most of the customers have rated Reid and Taylor as a very good Brand.

According to the study influence of advertisement is independent of educational

qualification, professional background & income whereas it is dependent on the factor

of Age.

We get to find that the satisfaction level of the customer is independent of the

criteria’s such as age, educational background, professional background and income

of the customer.

According to the study consumer decision making is independent of the factors such

as age and educational qualification whereas it is dependent on the factors such as

profession background and income level of the customer.

We get to find from the study that only a minor portion of the customers are

influenced by brand ambassador in their buying decision.

The study also reveals that majority of the customers prefer to buy the fabrics in the

excusive outlets and in shopping malls than any other place.

Most of the customers are happy and satisfied with their nearest retail outlet.

We get to find that Offering discounts may not motivate the customers to buy the

product

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CONSUMER PERCEPTION

Suggestions:

It is evident from the study that only through newspaper; the customers are getting

aware of the brand. So the company should try and use other media’s such as

Television, Internet in promoting their brand.

Company should en cash the festival seasons and should do aggressive selling during

festival seasons as majority of the respondents have expressed that their purchase is

mainly during festivals.

Company should open its own exclusive outlets and outlets in shopping malls as the

customers prefer these points for their purchase.

Company should try and concentrate on the quality of the products and after sales

service rather than pricing as customers doesn’t consider price as an important factor

when it comes to buying of branded clothing’s.

Conclusion:

As the saying goes in the financial sector, it is not advisable to put all eggs in one

basket. This is what happened somewhat in the case of the Indian textile industry.

With the opening of world markets and the abolition of textile quotas since 2005,

there came a negative situation as well. But, hindsight is always 20-20. Indian textile

industry should have focused on all major sectors right from fibre to fashion and

planned for an organized growth across the supply chain so as to compete with China

and even countries such as Pakistan, Vietnam and Thailand. Instead, the industry had

put majority of its stock in the spinning sector. This is clearly evident in the utilization

of Technology Upgradation Fund Scheme effectively by the spinning sector.

Although it is a positive outcome, the industry turned a blind eye on value-adding

sectors such as weaving and finishing. Indian power loom sector, which enables

value-addition is a highly unorganized industry and needs major upgradation. Not

only India does not have world quality indigenous shuttle less looms, but also

investments are not adequate to cope with the quality and quantity to cater to the

export market. Technical textiles sector is still in its infancy and a tangible growth

will be highly visible by 2035 when the growth in this sector will be exponential.

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CONSUMER PERCEPTION

As far as Reid and Taylor is concerned there is bright future ahead for textile industry

in India. The company should go for aggressive promotion to sustain competition and

open more its own retail outlets in customer convenient places and concentrate on

quality of the product rather than other factors such as pricing etc.

BIBILOGRAPHY

Kothari C R, Research Methodology (2004), New Age International Publishers, New Delhi.

Shenoy G V, Quantitative Techniques for Managerial Decisions (1989), New Age

International Publishers, New Delhi.

Schiffman Leon G, Consumer Behaviour (2008), Prentice Hall of India Pvt Ltd Publishers.

Hawkins Del L, Consumer behaviour (2007), Tata Mcgraw-Hill Publishing Ltd.

Websites:

www.sknl.co.in/reid_taylor_india.aspx

www.reid-n-taylor.com.

www.bondwiththebest.com

www.indiantextilejournal.com

www.citiindia.com

Other sources:

Company manuals

Company journals

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http://www.citiindia.com/

http://www.indiantextilejournal.com/

http://www.bondwiththebest.com/

http://www.reid-n-taylor.com/

http://www.sknl.co.in/reid_taylor_india.aspx

CONSUMER PERCEPTION

ANNEXURE

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CONSUMER PERCEPTION

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CONSUMER PERCEPTION

7. Are you satisfied with Reid & Taylor clothing’s?Extremely satisfied satisfied Dissatisfied

8. Which of the following factors influenced you while making a purchase decision?

QualityPricingProduct lineAfter sales service

9. Brand ambassador influence me to buy the Reid & Taylor Apparels

Strongly agreeAgreeNeither agrees nor disagreesDisagree Strongly disagree

10. Where would you prefer to buy Reid & Taylor Apparels?

Shopping mallsShowroomsExclusive OutletsRetailersOthers, please mention

11. What was the experience with your nearest Reid & Taylor outlet?

DelightedSatisfiedNeither satisfied nor dissatisfiedDissatisfied

12. If Reid & Taylor gives good amount of discounts/offers, would you be more likely to buy it?

Definitely buyProbably buyNot sureProbably not buyDefinitely not buy

13. If you have any suggestions to Reid & Taylor, please give the same below.......................................................................................................

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CONSUMER PERCEPTION

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