Indepth Study of Consumer Buying Behaviour of Home Textiles in India

0

TABLE OF CONTENT

1. INTRODUCTION ........................................................................................................................... 2

1.1 WHAT ARE HOME TEXTILES?............................................................................................ 2

1.2 HOME TEXTILES IN INDIA.................................................................................................. 2

1.3 MARKET SEGMENTATION ................................................................................................. 3

1.4 BED LINEN ............................................................................................................................ 4

2. LITERATURE REVIEW................................................................................................................. 8

3. CONSUMER BEHAVIOR ............................................................................................................ 14

3.1 CULTURAL FACTORS ........................................................................................................ 14

3.2 SOCIAL FACTORS .............................................................................................................. 15

3.3 PERSONAL FACTORS ........................................................................................................ 16

3.4 PSYCHOLOGICAL FACTORS ............................................................................................ 17

4. OBJECTIVES, SCOPE AND LIMITATIONS ............................................................................... 19

4.1 OBJECTIVES OF THE STUDY-PRIMARY & SECONDARY ............................................. 19

4.2 SCOPE OF THE STUDY....................................................................................................... 19

4.3 LIMITATIONS OF THE STUDY .......................................................................................... 20

5. RESEARCH METHODOLOGY ................................................................................................... 22

5.1 RESEARCH DESIGN ........................................................................................................... 22

5.2 SAMPLING PROCESS ......................................................................................................... 22

5.3 TOOLS OF DATA COLLECTION ........................................................................................ 23

5.4 METHOD OF DATA COLLECTION .................................................................................... 24

5.5 TYPES OF DATA-PRIMARY & SECONDARY .................................................................. 25

6. DATA COLLECTION AND ANALYSIS ..................................................................................... 27

6.1 DATA COLLECTION ........................................................................................................... 27

6.2 DATA ANALYSIS ................................................................................................................ 27

7. SUMMARY .................................................................................................................................. 50

8. CONCLUSION AND FUTURE RESEARCH ............................................................................... 52

8.1 CONCLUSION ...................................................................................................................... 52

8.2 FUTURE RESEARCH........................................................................................................... 52

9. ANNEXURE ................................................................................................................................. 54

10. REFERENCES .......................................................................................................................... 60

1

CHAPTER 1:

INTRODUCTION

2

1. INTRODUCTION

1.1 WHAT ARE HOME TEXTILES?

Home textiles refer to the textiles that are used in a home, including curtains, shower

curtains, bedspreads and pillow covers, upholstery, aprons as well as wall paper. (The

home textile industry in India, 2014). They help us add our own individuality to our

house and turn it into a more personal space called home. They come under the purview

of technical textiles.

1.2 HOME TEXTILES IN INDIA

The Indian home textile product range comprises of furnishing fabrics and made-ups of

Jacquard and Dobby weaves of various types of fibre like cotton, polyester, rayon blends,

chenille, flax, silk, jute, linen and other blends. According to (Biz.yahoo.com), in the

home decor business world, the economy is boss. Regardless of market, the home textiles

industry is cyclical, rising and falling with unemployment, interest rates, and other

economic indicators.

MAIN PRODUCTS MADE IN INDIA:

Bed linen, Table linen, Kitchen linen, Toilet linen

Beddings

Bed covers, Bed spreads

Cushions, Cushion covers, Duvets

Quilts and quilting materials

Curtains

Terry towels

Comforters

Carpets and other floor coverings

Blankets and Rugs

Mattresses

Upholstery

Other made-ups

3

The bed and bath linen category enjoys the most dominant position in the home textile

industry; they enjoy a significant two-third of the market share in value terms. Bed linen

alone had a market share of about Rs 8,965 Cr in the year 2011, according to Technopak

analyses.

The following players from among the existing ones may be reckoned as the leading ones

in India: (Market Research on Home Textile Furnishings Sector in India, 2009)

Bombay Dyeing Ltd.

Alok Industries Ltd.

Abhishek Industries Ltd.

Orient Craft

Welspun Ltd.

Kurlon Ltd.

S Kumars Nationwide Limited

Gujarat Fertilizers & Chemicals Ltd

SPC Industries Ltd.

1.3 MARKET SEGMENTATION

Organized & Un-Organized (Branded or Non-Branded)

Indian market is still at a nascent stage where market is largely unstructured. The un-

organized sector dominates this market. Less than 10 per cent of the market is organized, and

thus theres huge opportunity for organized players to grow. (KIT : Home Textiles India,

2011)

Medium and High priced

Another basis to segment is the price range of products. The medium range caters to almost

all the sections of the society. Majority of the producers both large and medium cater to the

middle income groups. The Large Indian players and the foreign companies operate in the

4

premium and super-premium product category. These are exclusive products that sell at very

high prices because of the embellishments, high quality of raw material and design aspects.

1.4 BED LINEN

Market Breakup

Figure 1: Market Share of Different Categories

Bed linen enjoyed the majority of market share at 49% of the total market in the year 2011.

It is the thus given the maximum importance when we talk about the home textile industry.

Home textiles are among the most dynamic export segments in Indias textile industry. Bed

linen is one of the most important categories of home textile exports from India. Bed spread

is the single largest exporting item in this category. Post the textile export quota regime i.e.

after 2004, there has been a rapid rise in the exports of bed spreads and table linen. The

growth in exports of this category since 2005-06 till 2007-08 has been close to 30% on year

to year basis.

bed linen 49%

towels 18%

curtain 10%

blankets 8%

upholstery 6%

kitchen linen 6%

rugs and

carpets 3%

Market Share in INR Cr (2011)

5

Product Offering In Bed Linen

Kimberly Sayers Bartosch (www.bedroomabout.com)says, there are many different types of

terms used to identify certain pieces of bedding:

Top sheet

Bottom sheet

Coverlet

Bedspread

Blanket

Comforter

Duvet

Duvet cover

Bed skirt

Euro or Continental Pillow

Sleeping Pillow

Decorative Pillow

(Development Commissioner, Ministry of Medium, Small and Micro Enterprises) In a well

furnished home, bed room is very important one, as a part of overall interior of a House. So a

good bed cover matching with color of the room and pillow cover is very important as a part

of interior bed room. This reflects taste and status of the owner, who has spent enormous sum

of money to decorate the house. So the demand of the above textile product such as bed

cover and pillow cover is increasing in the domestic as well export market every day.

Based on the above information , we plan to limit our research to three items of bed linen i.e.,

top sheet, bottom sheet, and pillow(sleeping)covers defined as follow-

6

Bottom Sheet

A bottom sheet, or fitted sheet, is the sheet with the

elastic-edge that is used to fit over your mattress--hence

the name bottom or fitted sheet.

Top Sheet

A top sheet, also known as a flat sheet is the sheet you

put over the top of your bed to separate you from your

comforter or duvet.

Sleeping Pillow Cover

A sleeping pillow is a medium-sized rectangular pillow

cover that you lay your head on when sleeping. A

sleeping Pillow can come in many sizes--such as

standard, Queen, or King--to fit your bed or sleeping

habits.

7

CHAPTER 2:

REVIEW OF LITERATURE

8

2. LITERATURE REVIEW

Consumer Behavior

Consumer behavior is considered to be an inseparable part of marketing. (Kotler & Keller, 2011)

State that the Consumer buying behavior is the study of the ways of buying and the ways of d-

disposing of goods, services, ideas or experiences by the individuals, groups and organizations in

order to satisfy their needs and wants.

The definition given by (Solomon & others, 1995) describes consumer buying behavior as a

process of choosing, purchasing, using and disposing of products or services by the individuals

and groups in order to satisfy their needs and wants

1. (Burnsed, 2009) Although many factors affect consumer demand for household furniture, the

consumers age is a very important indicator because it marks critical life stages that trigger

home textiles purchases, such as marriage, parenthood, buying own house, career

advancement (increased income) etc.

2. (http://marketpublishers.com, 2012) The demand for home textiles products have increased

due to increasing affluence of the higher middle class, sustained growth of retail C-culture,

highest proportion of youth population in India, housing demand in India, increase in higher

female working population, increasing consumption trend towards branded. Domestic and

global products and increase in the hospitality sector as it has a huge demand for soft textiles.

3. (www.hgh india.com) There was a time in India when home Textiles products only used to

sell off in the festive season. For the last one decade ,thanks to the phenomenal growth in

Indian retailing , increase in purchasing power of Indian people and growing consumerism

,the lifestyle of Indian middle class continues to transform, year on year. Also, organized

retail in India is growing by a phenomenal 30 - 40 % per annum.

4. (Research and Markets, 2013)Indias home textiles industry has witnessed a very slow

growth rate of 2.9% from 2009-2012. However, due to a positive change in the consumer

income levels and changing consumer dynamics, the expected growth in the coming five

9

years stands at an optimistic 8%.The positive outlook can be tracked to a booming hospitality

and retail sector accompanied with easily available home textiles loans.

5. (Indian consumer market, 2014)The future outlook for the Indian textile industry looks

promising, buoyed by both strong domestic consumption as well as export demand. With

consumerism and disposable income on the rise, the retail sector has experienced a rapid

growth in the past decade with several international players like Marks & Spencer, Guess and

Next having entered Indian market.

6. (Report On Home Textile Furnishing Indutstry in India, 2009) Indian consumers are price

sensitive. They have strong family values, the brands that identify with such family values

are likely to be well accepted by the Indians. The sales for the home textiles increase in the

festival seasons in India. All over India, the time of Diwali is the time to renovate the

homes. The media, magazines and films have a big hand in bringing about a shift in

consumer behavior. Instead of buying the traditional pair of bed sheets and matching pillow

covers, consumers tend to opt for 'coordinated bedding', whereby they have bed sheets ,

pillow covers and duvet covers that follow a coordinated color scheme. Demographic factors

like the disposable incomes, age distribution, and pattern of income distribution, quality of

upbringing, tastes and preferences have a substantial bearing on purchase decisions. Climate

plays an important role in the purchase decisions.

7. (Cotton Incorporated) The market is growing and the customers are becoming increasingly

quality savvy. Customers now prefer quality over brand name and looks as opposed to

consumer behaviors twenty years ago. Price, color, fiber, thread count, softness and

durability to laundering throughout the life of products are the key factors in the purchases of

home textile products.

8. (The Fabric Four Lives)Thread count and price are two things consumers first look for in a

bed sheet purchase.

10

9. (Lifestylemonitor) The majority (81%) of cotton bed sheets at retail are 100% cotton,

preferred by consumers for its feel and better breathability.

10. (T.Landers, 2005) Bedding is one of the products in which it is important for the majority of

the customers to actually touch and feel the product before buying. Nevertheless, there has

still been a significant increase in online shopping of bedding products.

11. (D. Earley, 2005) Thread count has been a growing trend over the past couple of years due to

lack of innovation in the sheeting area. A manufacturer can put a higher number on the sheet

and the consumer would buy it thinking that it is better quality. It is all about the numbering

game; it is a quantifier that the consumers somehow attach 58themselves to, thinking that the

higher number is obviously going to be better than a lower number but that is not always the

case.

12. (Lippett, 1960) The most important variables affecting home textiles and equipment

expenditures were income, family type, family size, age of household head, and home tenure.

13. (W.S, Peters, 1960)Location variables, including region and city, impact household textile,

floor covering, furniture, and equipment expenditures. Results indicated that expenditures

varied by city, but not by region, when income was controlled.

14. (Kim, 2001)Research has revealed that consumers from different markets, including markets

differentiated by ethnicity, shop in different ways. The differences in how consumers shop

for products must be considered as well as what criteria consumers use to choose which

products they will buy.

15. (G.Katona, 1960) Recently, consumers are better educated and well informed and consumers

own discriminating knowledge in choosing of goods and services. Consequently,

manufacturers and retailers have to explore and understand consumers needs and

preferences.

11

16. (Kanuk, 1997) Social class refers to the separation of society members into a hierarchy. The

members of each class share relatively similar values, interests, and behaviors. Thus, social

class is taken into consideration when companies set their marketing strategies. Home

textiles product preferences are also affected by social class.

17. (Armstrong, 2004) Family members are considered to be able to significantly impact buyer

behavior and decision-making depending on the condition and product. The roles and

influence of the husband, wife, and children on the purchase of different products and

services are greatly interested by manufacturers and retailer.

18. (R.D Blackwell, 2006) Consumers rank brands and form purchase intentions, in evaluation

stage. Generally, the consumers will purchase the most preferred brand, but two factors can

intervene between the purchase intention and the purchase decision. The first factor is the

attitudes of other people such as family, friends, and relatives. The second factor is

unexpected situation factors; such event may change the purchase intention.

19. (D.I Hawkin, 1992) Need recognition is the initial point of any purchase decision. Need

recognition occurs when people sense a difference between actual state and desired state. The

need can be activated by both internal stimuli such as motive, attitudes, and personality and

external stimuli such as culture, social, and family.

20. (Anderson & French, Feb 23, 2004) Opportunities for increased sales and customer

satisfaction include fabric protection treatment and "performance" fabrics. With stain-

resistant fabrics and ease of maintenance rating very high on the list of important

characteristics, promotions highlighting-fabric protection and performance could provide

good payoffs.

21. (The Influence Online Information has on Chinese Consumer Buying Behaviour, 16 May

2011) Report finds that 34% of consumers state that information gathered online had most

influence on which household goods item they purchased.

22. (Constantinides, Romero., & Boria, 2008)Retailers have realized that today consumer is well

informed and critical than that of past. Web 2.0 (social media) has proved to be something

12

that has given consumers more control and information and this has posed retailers a lot of

challenges. It is a new strategic marketing tool and has a lot of opportunities for both retailers

and consumers.

23. (Ali, 2013) Goodwill, friendly staff, proximity and specific product availability at the store

are important factors for consumers. Goodwill is the most important factor in selecting the

retail store followed by status, availability of fresh stock, trendy stock, promotional scheme

and shopping environment whereas proximity and the availability of a specific product at the

store are less influential factors in selecting a specific store.

24. (www.page release.com, 2011) The home textiles market in India is driven by growth in the

real estate and hospitality sector. Rise in income and willingness to spend on high quality

textiles have increased overall the demand. The home textiles market is poised to grow

gradually.

25. (http://marketpublishers.com, 2012), The demand for home textiles products have increased

due to increasing affluence of the higher middle class, sustained growth of retail Culture,

highest proportion of youth population, housing demand in India, increase in higher female

working population, increasing consumption trend towards branded domestic and global

products and increase in the hospitality sector as it has a huge demand for soft textiles.

Attributes of home textile products that have been considered in the study

The various attributes that have been kept in mind while studying consumer buying behavior of

Home textiles in India are as follows.

Price

Quality

Design

Durability

Color

Variety

13

CHAPTER3:

FACTORS AFFECTING

CONSUMER BUYING BEHAVIOUR

14

3. CONSUMER BEHAVIOR

Consumer behavior refers to the selection, purchase and consumption of goods and services for

the satisfaction of their wants. There are different processes involved in the consumer behavior.

Initially the consumer tries to find what commodities he would like to consume, then he selects

only those commodities that promise greater utility. After selecting the commodities, the

consumer makes an estimate of the available money which he can spend. Lastly, the consumer

analyzes the prevailing prices of commodities and takes the decision about the commodities he

should consume. Meanwhile, there are various other factors influencing the purchases of

consumer such as social, cultural, personal and psychological. The explanation of these factors is

given below.

3.1 CULTURAL FACTORS

Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture,

and social class.

Culture

Basically, culture is the part of every society and is the important cause of person wants and

behavior. The influence of culture on buying behavior varies from country to country therefore

marketers have to be very careful in analyzing the culture of different groups, regions or even

countries.

Subculture

Each culture contains different subcultures such as religions, nationalities, geographic regions,

racial groups etc. Marketers can use these groups by segmenting the market into various small

portions. For example marketers can design products according to the needs of a particular

geographic group.

15

Social Class

Every society possesses some form of social class which is important to the marketers because

the buying behavior of people in a given social class is similar. In this way marketing activities

could be tailored according to different social classes. Here we should note that social class is not

only determined by income but there are various other factors as well such as: wealth, education,

occupation etc.

3.2 SOCIAL FACTORS

Social factors also impact the buying behavior of consumers. The important social factors are:

reference groups, family, role and status.

Reference Groups

Reference groups have potential in forming a person attitude or behavior. The impact of

reference groups varies across products and brands. For example if the product is visible such as

dress, shoes, car etc then the influence of reference groups will be high. Reference groups also

include opinion leader (a person who influences other because of his special skill, knowledge or

other characteristics).

Family

Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying

to find the roles and influence of the husband, wife and children. If the buying decision of a

particular product is influenced by wife then the marketers will try to target the women in their

advertisement. Here we should note that buying roles change with change in consumer lifestyles.

Roles and Status

Each person possesses different roles and status in the society depending upon the groups, clubs,

family, organization etc. to which he belongs. For example a woman is working in an

organization as finance manager. Now she is playing two roles, one of finance manager and

other of mother. Therefore her buying decisions will be influenced by her role and status.

16

3.3 PERSONAL FACTORS

Personal factors can also affect the consumer behavior. Some of the important personal factors

that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality

and self concept.

Age

Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the

consumers change the purchase of goods and services with the passage of time. Family life-cycle

consists of different stages such young singles, married couples, unmarried couples etc which

help marketers to develop appropriate products for each stage.

Occupation

The occupation of a person has significant impact on his buying behavior. For example a

marketing manager of an organization will try to purchase business suits, whereas a low level

worker in the same organization will purchase rugged work clothes.

Economic Situation

Consumer economic situation has great influence on his buying behavior. If the income and

savings of a customer is high then he will purchase more expensive products. On the other hand,

a person with low income and savings will purchase inexpensive products.

Lifestyle

Lifestyle of customers is another import factor affecting the consumer buying behavior. Lifestyle

refers to the way a person lives in a society and is expressed by the things in his/her

surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole

pattern of acting and interacting in the world.

Personality

Personality changes from person to person, time to time and place to place. Therefore it can

greatly influence the buying behavior of customers. Actually, Personality is not what one wears;

17

rather it is the totality of behavior of a man in different circumstances. It has different

characteristics such as: dominance, aggressiveness, self-confidence etc which can be useful to

determine the consumer behavior for particular product or service.

3.4 PSYCHOLOGICAL FACTORS

There are four important psychological factors affecting the consumer buying behavior. These

are: perception, motivation, learning, beliefs and attitudes.

Motivation

The level of motivation also affects the buying behavior of customers. Every person has different

needs such as physiological needs, biological needs, social needs etc. The nature of the needs is

that, some of them are most pressing while others are least pressing. Therefore a need becomes a

motive when it is more pressing to direct the person to seek satisfaction.

Perception

Selecting, organizing and interpreting information in a way to produce a meaningful experience

of the world is called perception. There are three different perceptual processes which are

selective attention, selective distortion and selective retention. In case of selective attention,

marketers try to attract the customer attention. Whereas, in case of selective distortion, customers

try to interpret the information in a way that will support what the customers already believe.

Similarly, in case of selective retention, marketers try to retain information that supports their

beliefs.

Beliefs and Attitudes

Customer possesses specific belief and attitude towards various products. Since such beliefs and

attitudes make up brand image and affect consumer buying behavior therefore marketers are

interested in them. Marketers can change the beliefs and attitudes of customers by launching

special campaigns in this regard.

18

CHAPTER 4:

OBJECTIVES, SCOPE AND

LIMITATIONS

19

4. OBJECTIVES, SCOPE AND LIMITATIONS

4.1 OBJECTIVES OF THE STUDY-PRIMARY & SECONDARY

I. Primary Objective

To study the consumer buying behavior of home textiles in India.

II. Secondary Objectives

To study the factors affecting the purchase of home textiles by the

consumers.

To identify major segments of consumers that the home textile brands can

target.

To study if the consumers are satisfied with the existing product offerings in

home textiles.

4.2 SCOPE OF THE STUDY

Indian home textile industry includes a broad range of home textile products such as

kitchen linen, wall coverings, bedding and bath. The focus was narrowed to top sheet,

bottom sheet and pillow covers to get a more in-depth look at the consumers

demographic factor, cultural influences and social class etc.

Although the scope of this project will remain limited to a small sample of the consumers

of home textile products, the results of the study can still be used as the foundation for

developing more extensive quantitative studies in the area of consumer preferences for

home textiles.

This study will be helpful for the home textile companies as they will be able to know

more about the customers. Also, the research will assist them in changing the non-user

into user of their brand & retain their existing customers by providing them the products

which they want from the company.

20

4.3 LIMITATIONS OF THE STUDY

This research focuses on top sheet, bottom sheet and pillow covers which are only a small

part of the total product offerings in the overall home textiles industry.

The data collection deals with consumer behavior, which may keep on changing from

time to time.

The sample size remains limited to a few respondents only in comparison to the whole

population of home textiles product users.

Some customers were reluctant in answering the questions.

There was a time constraint in completing the survey.

There was a shortage of required personnel to reach out to the respondents for collecting

primary data.

The target customer i.e. the housewives could not be reached in most of the cases, thus

the majority of the respondents were single and young.

21

CHAPTER 5:

RESEARCH METHODOLOGY

22

5. RESEARCH METHODOLOGY

5.1 RESEARCH DESIGN

(Business Dictionary) Exploratory research is an inquiry into a problem or situation

which provides insights to the researcher. The research is meant to provide details where

a small amount of information exists. It may use a variety of methods such as trial

studies, interviews, group discussions, experiments, or other tactics for the purpose of

gaining information.

(Beri) An exploratory research focuses on the discovery of ideas and is generally based

on secondary data. It is a preliminary investigation which does not have a rigid design.

This is because a researcher engaged in an exploratory study may have to change his

focus as a result of new ideas and relationship among the variables

Our research is of exploratory character. Our primary intention was to collect secondary

data and analyze it. By doing so factors like price, occasion, climatic conditions and other

consumer demographics were identified.

Also, we have limited our research to three items of bed linen i.e. top sheets, bottom

sheets and pillow (sleeping) covers.

5.2 SAMPLING PROCESS

(Business Dictionary)The object of sampling is to choose a sample, which will faithfully

reproduce the characteristics of the population of universe. Sample is a part of the

population which is usually deliberately selected to investigate the properties of the

population.

The population for this research is any customer who buys home textiles in India,

particularly bed linen.

Sample Unit: Customers of bed linen above 18 years of age.

Extent: India

23

Time: 15October- 15November 2014

Sample size: 108 respondents

Sampling method: disproportionate, random stratified sampling has been used to select

the sample.

(www.investopedia.com)A method of sampling that involves the division of a population

into smaller groups known as strata. In stratified random sampling, the strata are formed

based on members' shared attributes or characteristics.

A sample, where each stratum has a uniform sampling fraction, is called a proportionate

stratified sample. If, on the contrary, the strata have variable sampling fractions, the

sample is called a disproportionate stratified sample.

5.3 TOOLS OF DATA COLLECTION

(Business Dictionary) A questionnaire is a list of a research or survey questions asked to

respondents, and designed to extract specific information. It serves four basic purposes:

to (1) collect the appropriate data, (2) make data comparable and amenable to analysis,

(3) minimize bias in formulating and asking question, and (4) to make questions engaging

and varied.

In the case of multiple-choice questions:

The respondent is offered two or more choices.

The marketing researcher exhausts all the possible choices and the respondent

has to indicate which one is applicable in his case.

The main tool for collecting information in our research is questionnaire. The

questionnaire is close ended, with multiple choices, as we want to judge the importance

of the already established factors of price, occasion, color, income, etc. in the minds of

the existing users.

The questionnaire aims to gather information with respect to four factors:

(www.segmentationstudyguide.com)

24

Demographic: This segmentation approach involves an understanding of a consumers

lifestyle, interests, and opinions.

Psychographic: This segmentation approach involves an understanding of a consumers

lifestyle, interests, and opinions.

Behavioral: Segmenting the market based on their relationship with the product or the firm.

Examples include: heavy or light users, brand loyal or brand switchers, and so on

Geographic: Segmenting by country, region, city or other geographic basis.

(Business Dictionary)Likert scale: A method of ascribing quantitative value to qualitative

data, to make it amenable to statistical analysis. A numerical value is assigned to each

potential choice and a mean figure for all the responses is computed at the end of the

evaluation or survey.

The questionnaire has four questions wherein the response was sought in a likert scale.

5.4 METHOD OF DATA COLLECTION

(Stat Trek)A sample survey is a study that obtains data from a subset of a population, in

order to estimate population attributes.

The data has been collected with the help of a sample survey, owing to time and other

constraints. The data derived from the survey has been analyzed. The main purpose of the

survey was to collect primary data about the consumer buying behavior of home textiles

among the consumers in India and the significance of the established factors like price,

occasion, climatic conditions and consumer demographics.

(Porter) An email survey is one that sends the survey instrument (e.g. questionnaire) to a

respondent via email and most often samples respondents via email.

(Sincero)A personal interview survey, also called as a face-to-face survey, is a survey

method that is utilized when a specific target population is involved.

25

Since our research requires the coverage of maximum number of respondents in a short time

period, electronic mail is the chosen media for data collection. However, out of the 108

respondents 20 respondents have been personally interviewed.

5.5 TYPES OF DATA-PRIMARY & SECONDARY

When collecting data to approach the purpose of a research there are two ways in which the

data can be collected. In order to acquire a general knowledge about the topic, secondary

data is primarily used and this is one of the ways by which data can be collected. The second

way to collect data is the primary data collection.

Usually when a study is conducted, secondary data is not sufficient enough and needs to be

complemented by primary data which is collected by the research. In our research study,

secondary data has been collected from the existing research papers on the similar area to

find out the key factors that influence Indian consumers.

Primary data has been collected through a questionnaire survey so as to gather response

from the Indian consumers.

26

CHAPTER 6:

DATA COLLECTION AND

ANALYSIS

27

6. DATA COLLECTION AND ANALYSIS

6.1 DATA COLLECTION

This section provides an overview of the methods used in this dissertation and its structure.

Different methodologies have been used to attain the final result. The initial section of the study

is based on secondary data, where the internet journals, research reports etc were the primary

means of collecting data for this research since this method provides the best opportunity for

obtaining information in a short span of time. In the second part, the research was conducted

through questionnaires which facilitated the collection of large amount of data even from far

away locations. Information gathered through secondary research was utilized for the

development of questionnaire in quantitative research, here the research questionnaire is

designed to collect a diverse set of responses about the consumer buying behavior of home

textiles.

6.2 DATA ANALYSIS

The data collected using the interviews and questionnaires was segmented on the basis of the

type of information that the question provided- demographic, behavioral, geographic and

psychographic.

Data was analyzed to draw inferences which take us closer to a conclusion, thus fulfilling our

Primary objective which was To Study the consumer buying behavior of home textiles in

India. The questions asked along with the interpretation of the responses are mentioned below.

28

Demographics:

Questions which gave information about the demographic profiles of the respondents were as

follows:

1. Name and Age :

All the respondents age lies from 18 to 60 only.

2. Gender profile of the respondents :

76% of the respondents were females and 24% of the respondents were males.

3. Education Qualification:

Almost 24% of the respondents were undergraduate students and 43% were graduates.

24%

76%

Male Female

24%

43%

25%

8%

Undergraduate

Graduate

Post Graduate

Professionally Qualified

0% 10% 20% 30% 40% 50%

Gender Percentage

Male 24%

Female 76%

Other 0%

Education Percentage

Undergraduate 24%

Graduate 43%

Post Graduate 25%

Professionally

Qualified 8%

29

4. Occupation:

From the above graph, it can be inferred that most of the respondents (41%) are students.

5. Income Group:

From the above graph, it can be inferred that most of the respondents (61%) Income Group lies

between 3 Lakh - 5 Lakh.

41%

6%

29%

17%

6%

1%

0% 10% 20% 30% 40% 50%

Student

Self-Employed

Service

Homemaker

Business

Retired

14%

61%

16%

9%

0% 10% 20% 30% 40% 50% 60% 70%

Less than 3 Lakh

3 Lakh 5 Lakh

5 Lakh 8 Lakh

8 Lakh and above

Occupation Percentage

Student 41%

Self-Employed 6%

Service 29%

Homemaker 17%

Business 6%

Retired 1%

Income Group Percentage

Less than 3 Lakh 14%

3 Lakh 5 Lakh 61%

5 Lakh 8 Lakh 16%

8 Lakh and above 9%

30

6. Stage of Family Life Cycle:

Stage of Family Life Cycle Percentage

Single 70%

Married, without children 8%

Married, with child/ children 20%

Single parent 1%

Older married; no children/child under 18 1%

Older single 0%

As per the graph, 70% of the respondents were Single.

70%

8%

20%

1%

1%

0%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Single

Married, without children

Married, with child/ children

Single parent

Older married; no children/child under 18

Older single

31

Geographic

1. Region:

From the above graph, it can be seen that 43% of the respondents were from Northern region.

2. Location:

Most of the respondents (83%) are located in Tier 1.

43%

8%

37%

12%

0% 10% 20% 30% 40% 50%

North

South

East

West

83%

12%

5%

0% 20% 40% 60% 80% 100%

Tier-1 (1, 00,000 and above)

Tier-2 (50,000 to 99,999)

Tier-3 (20,000 to 49,999)

Region Percentage

North 43%

South 8%

East 37%

West 12%

Location Percentage

Tier-1 (1, 00,000 and

above) 83%

Tier-2 (50,000 to

99,999) 12%

Tier-3 (20,000 to

49,999) 5%

32

Behavioral:

1. Buying pattern of bed linen

Most of the respondents (32%) buy bed linen products once in a year.

13%

26%

22%

32%

7%

0% 5% 10% 15% 20% 25% 30% 35%

Once in a month

Once in every three months

Once in every six months

Once in a year

Other

Buying pattern of bed linen Percentage

Once in a month 13%

Once in every three months 26%

Once in every six months 22%

Once in a year 32%

Other 7%

33

2. Frequency of changing bed linen:

Around 63% of the respondents change bed linen within 7 days.

3. Expenditure of bed linen:

As per the graph, 70% of the respondents spend between 500-1500 in rupees.

63%

23%

5%

4%

5%

0% 50% 100%

Within 7 days

Within 15 days

Once in a month

Only on a special occasion

None of the above

6%

70%

19%

5%

0% 20% 40% 60% 80%

Below 500

500 1500

1500 2500

2500 and above

Frequency of

changing bed

linen

Percentage

Within 7 days 63%

Within 15 days 23%

Once in a month 5%

Only on a special

occasion 4%

None of the above 5%

Expenditure of

Bed linen Percentage

Below 500 6%

500 1500 70%

1500 2500 19%

2500 and above 5%

34

Psychographic:

Questions which gave an idea about the psychographics of the respondents, which

were asked using a likert scale, are as follows.

1. I am attracted to premium products; I read business news, and self-help

publications:

44% of the people agree to the fact that they are attracted to premium products and read business

news, and self-help publications.

14%

44%

23%

14%

5%

0%

10%

20%

30%

40%

50%

Strongly Agree

Agree Neither Agree nor Disagree

Disagree Strongly Disagree

Opinion Percentage

Strongly Agree 14%

Agree 44%

Neither Agree nor

Disagree 23%

Disagree 14%

Strongly Disagree 5%

35

2. I am image-conscious. I have limited discretionary income, but carry

credit balances. I like to spend on clothing and personal-care products. I

Prefer TV to reading

31% of the people agree to the fact that they are image conscious and have limited discretionary

income, but carry credit balances and also like to spend on clothing and personal-care products. They

also prefer TV to reading

3. I follow fashion and fads. Spend much of disposable income on

socializing. Buy on impulse, attend to advertising

30% of the people agree to the fact that they follow fashion and fads, spend much of disposable

income on socializing and buy on impulse, attend to advertising.

15%

31% 27%

19%

8%

0%

5%

10%

15%

20%

25%

30%

35%

Strongly Agree



15%

30% 28%

22%

5%

0%

5%

10%

15%

20%

25%

30%

35%

Strongly Agree



Opinion Percentage

Strongly Agree 15%

Agree 31%

Neither Agree nor

Disagree 27%

Disagree 19%


Opinion Percentage

Strongly Agree 15%

Agree 30%

Neither Agree nor

Disagree 28%

Disagree 22%


36

4. I have a lot of energy, which I pour into physical exercise and social activities. I am

an avid consumer, spending heavily on clothing, fast-foods, music, and other

youthful favorites, with particular emphasis on new products and servicesI

27% of the people agree to the fact that they have a lot of energy, which they pour into physical

exercise and social activities.

5. I am very practical and I value self-sufficiency. I focus on my family, work, and

physical recreation-and have little interest in the broader world. I appreciate

practical and functional products.

46% of the people agree to the fact that they are practical and value

self-sufficiency.

15%

27%

34%

21%

3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Strongly Agree



38%

46%

12%

4% 0%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Strongly Agree



Opinion Percentage

Strongly

Agree 15%

Agree 27%

Neither Agree

nor Disagree 34%

Disagree 21%

Strongly

Disagree 3%

Opinion Percentage

Strongly

Agree 38%

Agree 46%

Neither

Agree nor

Disagree

12%

Disagree 4%

Strongly

Disagree 0%

37

6. I shop bed linen during Festivals:

45% respondents agree that their demand for bed linen is high during Festivals.

7. I shop bed linen to Gift:

42% respondents agree that their demand for bed linen is medium for gifts.

36%

45%

16%

3% 0%

0%

10%

20%

30%

40%

50%

Very High High Medium Low Very Low

11%

35%

42%

9%

3%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


Demand Percentage

Very High 36%

High 45%

Medium 16%

Low 3%

Very Low 0%

Demand Percentage

Very High 11%

High 35%

Medium 42%

Low 9%

Very Low 3%

38

8. I shop bed linen during Wedding:

44% respondents agree that their demand for bed linen is high during weddings.

9. I shop bed linen at the time of discount:

40% respondents agree that their demand for bed linen is high during discount.

26%

44%

24%

6%

0% 0%

10%

20%

30%

40%

50%


16%

40%

34%

6% 4%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


Demand Percentage

Very High 26%

High 44%

Medium 24%

Low 6%

Very Low 0%

Demand Percentage

Very High 16%

High 40%

Medium 34%

Low 6%

Very Low 4%

39

10. I shop bed linen if I have moved to a new home or had my home

remodeled:

36% respondents agree that their demand for bed linen is high if they moved to a new home or had

my home remodeled

11. I shop bed linen for decorating the house:

44% respondents agree that their demand for bed linen is high for decorating the house.

35% 36%

22%

5% 2%

0%

5%

10%

15%

20%

25%

30%

35%

40%


30%

44%

19%

6%

1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%


Demand Percentage

Very High 35%

High 36%

Medium 22%

Low 5%

Very Low 2%

Demand Percentage

Very High 30%

High 44%

Medium 19%

Low 6%

Very Low 1%

40

12. I shop bed linen when one of the family members started college:

37% respondents agree that their demand for bed linen is medium if any family member started

college.

13. I shop bed linen when someone had a child:

34% respondents agree that their demand for bed linen is medium if someone had a child.

5%

21%

37%

27%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%


11%

22%

34%

23%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%


Demand Percentage

Very High 5%

High 21%

Medium 37%

Low 27%

Very Low 10%

Demand Percentage

Very High 11%

High 22%

Medium 34%

Low 23%

Very Low 10%

41

14. Bed linen is my unplanned purchase item:

50% respondents agree that their demand for bed linen is medium for unplanned purchase.

15. Price is the most important factor for me when I shop for bed linen

products.

43% respondents agree that price is the most important factor while shopping bed linen products.

5%

13%

50%

23%

9%

0%

10%

20%

30%

40%

50%

60%


17%

43%

29%

11%

0% 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Strongly Agree



Demand Percentage

Very High 5%

High 13%

Medium 50%

Low 23%

Very Low 9%

Opinion Percentage

Strongly Agree 17%

Agree 43%

Neither Agree nor

Disagree 29%

Disagree 11%


42

16. The quality of the product is of utmost importance hence I am willing to

pay a high price for better quality products

47% respondents agree that quality is the most important factor shopping bed linen products.

17. The design is the first thing to catch my attention

45% respondents agree that design is the most important factor shopping bed linen products.

42%

47%

8%

2% 1% 0% 5%

10% 15% 20% 25% 30% 35% 40% 45% 50%

Strongly Agree



25%

45%

21%

8%

1% 0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Strongly Agree



Opinion Percentage

Strongly Agree 42%

Agree 47%

Neither Agree nor

Disagree 8%

Disagree 2%


Opinion Percentage

Strongly Agree 25%

Agree 45%

Neither Agree nor

Disagree 21%

Disagree 8%


43

18. A good ambience is of topmost priority to me while shopping

33% respondents are neutral that good ambience is the most important factor shopping bed linen

products.

19. I prefer buying bed linen from the nearest possible destination as

convenience in shopping is of utmost importance to me

33% respondents neither agree nor disagree that convenience is the most important factor

shopping bed linen products

26% 30%

33%

9%

2%

0%

5%

10%

15%

20%

25%

30%

35%

Strongly Agree



16%

25%

33%

20%

6%

0%

5%

10%

15%

20%

25%

30%

35%

Strongly Agree



Opinion Percentage

Strongly Agree 26%

Agree 30%

Neither Agree

nor Disagree 33%

Disagree 9%

Strongly

Disagree 2%

Opinion Percentage

Strongly Agree 16%

Agree 25%

Neither Agree

nor Disagree 33%

Disagree 20%

Strongly

Disagree 6%

44

20. I look for variety in the products and hence irrespective of the location

of the shopping outlet.

45% respondents agree that they look for variety while shopping bed linen products

21. The colors catch my attention the most and play a very important role

in the purchase decision

43% respondents agree that color is the most important factor shopping bed linen products

31%

45%

16%

6% 2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Strongly Agree



41% 43%

13%

3% 0%

0%

10%

20%

30%

40%

50%

Strongly Agree



Opinion Percentage

Strongly

Agree 31%

Agree 45%

Neither Agree

nor Disagree 16%

Disagree 6%

Strongly

Disagree 2%

Opinion Percentage

Strongly Agree 41%

Agree 43%

Neither Agree nor

Disagree 13%

Disagree 3%


45

22. After the first few washes, the product tends to lose its softness and

becomes harsh or coarse in feel

42% respondents agree that after the first few washes, the product looses its softness and

becomes harsh or coarse in feel

23. In a very short time, with the exposure to sunlight, the product looses its

original color and shine

43% respondents agree that with the exposure to sunlight, the product looses its original color

and shine.

10%

42%

34%

12%

2%

0%

10%

20%

30%

40%

50%

Strongly Agree



19%

43%

27%

10%

1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Strongly Agree Agree Neither Agree nor Disagree


Opinion Percentage

Strongly Agree 10%

Agree 42%

Neither Agree

nor Disagree 34%

Disagree 12%

Strongly

Disagree 2%

Opinion Percentage

Strongly

Agree 19%

Agree 43%

Neither

Agree nor

Disagree

27%

Disagree 10%

Strongly

Disagree 1%

46

24. At times I notice some small ball like formations on the surface of the

bed linen products

44% respondents agree that they notice some small ball like

formations on the surface of the bed linen products.

25. Bed linen products tend to form wrinkles very quickly which remain

even after proper ironing

34% respondents agree that Bed linen products tend to form wrinkles very quickly which remain

even after proper ironing.

6%

44%

32%

16%

2%

0%

10%

20%

30%

40%

50%



11%

34% 33%

20%

2%

0%

5%

10%

15%

20%

25%

30%

35%

40%



Opinion Percentage

Strongly

Agree 6%

Agree 44%

Neither

Agree nor

Disagree

32%

Disagree 16%

Strongly

Disagree 2%

Opinion Percentage

Strongly

Agree 11%

Agree 34%

Neither Agree

nor Disagree 33%

Disagree 20%

Strongly

Disagree 2%

47

26. The bed linen products tend to shrink in length right after the first wash

32% respondents neither agree nor disagree that Bed linen products tend to shrink in length right

after first wash.

27. The bed linen products have printing errors which we usually notice

after using the product

36% respondents neither agree nor disagree that Bed linen products have printing errors.

9%

30% 32%

24%

5%

0%

5%

10%

15%

20%

25%

30%

35%

Strongly Agree



10%

26%

36%

27%

1%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Strongly Agree



Opinion Percentage

Strongly Agree 9%

Agree 30%

Neither Agree

nor Disagree 32%

Disagree 24%


Opinion Percentage

Strongly Agree 10%

Agree 26%

Neither Agree

nor Disagree 36%

Disagree 27%

Strongly

Disagree 1%

48

28. The standard sizes available in the market fail to cover/suit the

dimensions of our bed.

31% respondents agree that the standard sizes available in the market fail to cover/suit the

dimensions of their bed.

10%

31% 27% 28%

4%

0%

5%

10%

15%

20%

25%

30%

35%

Strongly Agree



Opinion Percentage

Strongly Agree 10%

Agree 31%

Neither Agree nor

Disagree 27%

Disagree 28%


49

CHAPTER 7:

SUMMARY

50

7. SUMMARY

All the respondents age lies from 18 to 60 only.

76% of the respondents were females and 24% of the respondents were males.

24% of the respondents were undergraduate students and 43% were graduates.

It can be inferred that most of the respondents (41%) are students.

It can be inferred that most of the respondents (61%) Income Group lies between

3 Lakh - 5 Lakh.

70% of the respondents were Single.

Majority i.e. 32% of the respondents buy bed linen products once in a year.

63% of the respondents change their bed linen within 7 days.

70% of the respondents spend between INR 500-1500 for a single item of bed

linen.

84% of the respondents believe that they are very practical and value self

sufficiency. They focus on their family, work and physical recreation and have

little interest in the broader world. They appreciate practical and functional

products.

81% of the respondents have a very high to high demand on festivals.

Out of all the product attributes mentioned in the questionnaire, the quality of the

fabric was of utmost importance amongst the majority i.e. 89% of the people.

62 % of the respondents have agreed that in a very short time , with the exposure

to sunlight the product loses its original color and shine.

51

CHAPTER 8:

CONCLUSION AND FUTURE

SCOPE

52

8. CONCLUSION AND FUTURE RESEARCH

8.1 CONCLUSION

The Indian textile industry comprises of a wide range of products ranging from bed and bath linen,

upholstery to carpets and other coverings. Bed and bath linen enjoys the most overriding position and had

a market share of INR 8965 Cr in 2011.

The Indian market is still at a budding stage. The unorganized sector dominates this market and

there are huge opportunities for organized players to grow.

According to our analysis, the Indian textile industry can grab a good share of the market by

targeting the young and the single population of India, that currently remains ignored. We found

out that , this segment looks out for good quality products at affordable prices. Their demand

mainly concentrates on gifting/ personal consumption during festivals and weddings. They are

practical and value self -sufficiency. They appreciate practical and functional products.

Also, we found out that the majority of the customers are not satisfied with the products color

fastness. This can provide the existing players scope for improvement.

8.2 FUTURE RESEARCH

This research study raises various arguments on consumer behavior for home textiles affected by

demographic, behavioral, geographic and psychographic factors. The purchases made by the

consumers are always planned and there is very less unplanned purchase in the home linen

market. The triadic factors related to expenditure, hedonic pleasure and lifestyle can also be the

future research directions. There are not many empirical studies that have addressed these

questions either in isolation or considering the interrelationship of the above factors. The

determinants of shopping behavior analyzed in this study can be further explored in marketing

home textile amongst the young. Bed linen has a long life cycle. Hence, exploring the demand

cycle might attract researchers to this area. In addition, research on E-retailing of home textiles

also appears to be a promising subject. E-retailing not only presents a fresh channel to market for

existing players, but also enables a cost-effective route to marketing for home textiles.

53

CHAPTER 9:

ANNEXURE

54

9. ANNEXURE

Questionnaire on Market Survey on the Consumer Buying Behavior of Bed Linen in

India

We, the Fashion Management students of National Institute of Fashion Technology, Kolkata

under the Ministry of Textiles, Government of India, seek your valuable opinion for the

successful completion of our research on Consumer Buying Behavior in Bed Linen. For the

purpose of our survey, Bed Linen comprises of Bed Sheets, Bed Covers and Pillow Covers only.

We request you to take some time out of your busy schedule and fill in the questionnaire.

1. Name:

2. Gender:

a) Male b) Female c) Other

3. Age ( in years):

a) 18-20 b) 21-30 c) 31-40 d) 41-50 e) 51-60 f) Above 60

4. Education:

a) Undergraduate b) Graduate c) Post Graduate d) Professionally Qualified

5. Occupation:

a) Student b) Self-Employed c) Service d) Homemaker e) Business f) Retired

6. Income Group (in Rupees per annum):

a) 3 Lakh 5 Lakh b) 5 Lakh 8 Lakh c) 8 Lakh and above

7. What stage of the family life cycle do you currently belong to?

a) Young and Single b) Married, without children c) Married, with child/ children

under the age of 6 d) Single parent e) Older married with children/ child between

the age group of 6-18 f) Older married with children above the age of 18 g) Older

married with children living outside home h) Older single

8. Which region of the country you currently belong to:

a) North b) South c) East d) West

9. Where are you located? (Based on the population of your city as per the 2001 census)

a) Tier -1(1, 00,000 and above) b) Tier 2 (50,000 to 99,999) c) Tier 3 (20,000 to 49,999)

55

10. Please choose the appropriate number based on your opinion about the following

statements.

11. How often do you buy Bed Linen products for own consumption?

a) Once in a month b) Once in every three months c) Once in every six

months d) Once in a year e) Other ( please specify)

12. How many times in a month do you change your bed linen?

a) Within 7 days b) Within 15 days c) Once in a month d) Only on a special

occasion e) None of the above

Opinion

Statement

Strongly

Agree Agree Neutral Disagree

Strongly

Disagree

I am attracted to premium products; I read business

news, and self-help publications. 1 2 3 4 5

I am image-conscious. I have limited discretionary

income, but carry credit balances. I like to spend on

clothing and personal-care products. I Prefer TV to

reading.

1 2 3 4 5

I follow fashion and fads. Spend much of disposable

income on socializing. Buy on impulse, attend to

advertising.

1 2 3 4 5

I have a lot of energy, which I pour into physical

exercise and social activities. I am an avid

consumer, spending heavily on clothing, fast-foods,

music, and other youthful favorites, with particular

emphasis on new products and services.

1 2 3 4 5

I am very practical and I value self-sufficiency. I

focus on my family, work, and physical recreation-

and have little interest in the broader world. I

appreciate practical and functional products.

1 2 3 4 5

56

13. Rate your demand for bed linen the following occasions on a scale of 1 to 5. ( 5 being the

lowest)

Frequency

Occasion Very High High Medium Low Very Low

Festivals 1 2 3 4 5

Gifts 1 2 3 4 5

Weddings 1 2 3 4 5

Discounts 1 2 3 4 5

Moved to a new home/Home remodeled 1 2 3 4 5

For decorating the house 1 2 3 4 5

One of the family members started college. 1 2 3 4 5

Had a child 1 2 3 4 5

Unplanned purchases 1 2 3 4 5

14. How much (in Rupees) do you spend on a single item of bed line in a single visit?

a) Below 500 b) 500 1500 c) 1500 2500 d) Above 2500

15. Please choose the appropriate number based on your opinion about the below

mentioned statements.

Opinion

Statement

Strongly


Strongly

Disagree

Price is the most important factor for me

when I shop for bed linen products. If the

product is not economical I will not buy it.

1 2 3 4 5

The quality of the fabric is of utmost

importance hence I am willing to pay a high

price for better quality products

1 2 3 4 5

The design is the first thing to catch my

attention; all the other factors like price and

quality come later.

1 2 3 4 5

57

Opinion

Statement

Strongly


Strongly

Disagree

The colors catch my attention the most and

play a very important role in the purchase

decision

1 2 3 4 5

I prefer buying bed linen from the nearest

possible destination as convenience in

shopping is of utmost importance to me.

1 2 3 4 5

I look for variety in the products and hence

irrespective of the location of the shopping

outlet, I buy from the shops that offer variety

in designs, quality , price etc.

1 2 3 4 5

58

16. Please rate the following based on your opinion.

Opinion

Statement

Strongly


Strongly

Disagree

After the first few washes, the product tends

to lose its softness and becomes harsh or

coarse in feel.

1 2 3 4 5

In a very short time, with the exposure to

sunlight, the product loses its original color

and shine.

1 2 3 4 5

At times you notice some small ball like

formations (known as pilling) on the surface

of the bed linen products.

1 2 3 4 5

Bed linen products tend to form wrinkles very

quickly which remain even after proper

ironing.

1 2 3 4 5

The bed linen products tend to shrink in

length right after the first wash. 1 2 3 4 5

The bed linen products have printing errors

which we usually notice after using the

product.

1 2 3 4 5

The standard sizes available in the market fail

to cover/suit the dimensions of my bed. 1 2 3 4 5

59

CHAPTER 10:

REFERENCES

60

10. REFERENCES

(n.d.). Retrieved from www.bedroomabout.com.

(2009). Market Research on Home Textile Textiles Sector in India. New Delhi: Ace Global

Pvt Ltd.

KIT : Home Textiles India. (2011, january 3). Retrieved from www.Business Standard.com:

http://www.business-standard.com/article/management/kit-the-home-textiles-market-in-

india-111010300058_1.html

The home textile industry in India. (2014). Retrieved from fiber2fashion.com:

http://www.fibre2fashion.com/industry-article/6/523/the-home-textile-industry-in-india3.asp

(n.d.). In G. .. Beri, Marketing Research (third ed., p. 44).

Biz.yahoo.com. (n.d.). Home Textiles &.

Business Dictionary. (n.d.). Retrieved from www.businessdictionary.com:

http://http://www.businessdictionary.com/definition/exploratory-

research.html/definition/exploratory-research.html

Business Dictionary. (n.d.). Retrieved from www.businessdictionary.com:

http://www.businessdictionary.com/definition/questionnaire.html

Descriptive Research. (n.d.). Retrieved from

http://www.htm.uoguelph.ca/MJResearch/ResearchProcess/DescriptiveResearch.htm

Development Commissioner, Ministry of Medium, Small and Micro Enterprises. (n.d.).

Retrieved from www.dcmsme.gov.in:

http://www.dcmsme.gov.in/publications/pmryprof/hosiery/ch2.pdf

Porter, S. R. (n.d.). Sage Research Methods. Retrieved from srmo.sagepub.com:

http://srmo.sagepub.com/view/encyclopedia-of-survey-research-methods/n159.xml

Sincero, S. M. (n.d.). Explorable. Retrieved from https://explorable.com:

https://explorable.com/personal-interview-survey

Stat Trek. (n.d.). Retrieved from http://stattrek.com:

http://stattrek.com/statistics/dictionary.aspx?definition=sample_survey

Documents

Indepth Study of Consumer Buying Behaviour of Home Textiles in India