Koutons JEANS

8/13/2019 Koutons JEANS

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CONTENTS

CONSUMER ATTITUDE TOWARDS

READYMADE GARMENTS WITH REFERENCETO KOUTONS JEANSA CASE STUDY SNEHA COLLECTION, SHIMOGA

CHAPTER 1: INTRODUCTION Introd !t"on S!o#$ o% t&$ St d' A"() *nd o+ $!t"-$) M$t&odo.o/'

L"("t*t"on o% t&$ )t d'

CHAPTER0 : INDUSTRY PROFILE H")tor' o% G*r($nt "nd )tr' "n Ind"* H")tor' o% J$*n) T'#$) o% J$*n) M*n %*!t r"n/ #ro!$d r$ 2 *."t' !ontro. Ind"*n 3$*r

CHAPTER04: COMPANY PROFILE 5 KOUTONS6

CHAPTER 7: MODERN MARKETING CONCEPT M$*n"n/ *nd D$%"n"t"on o% (*r8$t"n/ Mod$rn M*r8$t"n/ F n!t"on) o% (*r8$t"n/ R$*d'(*d$ /*r($nt #r$)$nt d*' Tr$nd

CHAPTER 9: FIRM PROFILE

CHAPTER0 : DATA ANALYSIS AND INTERPRETATION

CHAPTER0;: SUGGESTIONS AND CONCLUSION

Ann$< r$ 2 $)t"onn*"r$ ="+."o/r*#&'

Dr. Ambedkar College, Shimoga 1


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C&*#t$r 1

INTRODUCTION

Introd !t"on

S!o#$ o% t&$ St d'

A"() *nd o+ $!t"-$)

M$t&odo.o/'

L"("t*t"on o% t&$ )t d'



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INTRODUCTION

All business operation revolves around customer satisfaction and

service, the main purpose of the business is to create a profitable market fortheir products or service and hence to create a customer, god made men and

men made market. Marketing has a special significance in the modern

management of the business and industry and is one of the managerial concepts

unless it is properly understood and many of the business or industrial

enterprise will collapse or prove failure.

ver the years marketing has undergone a tremendous change both its

role and functions are forced to evolve new methods and techni!ues to dealwith the e"isting problem more efficiently.

#he aim of the modern business is to satisfy the consumers and there by

earn profit the main interaction and aim is to prove !uality products at cheaper

rates to customer with the rapidly increase in production of a wide range of

production. Marketing was assumed greater importance in recent years. #hus,

the marketing is $creating and delivering of standard of living to the society%

&n modern markets consumer is the king so a producers faith is

decided by the action of the consumer that is either buying the product or

re'ecting it so producer tries hard to achieve to give competitive efficiently

over the other by adopting new technologies in production and production

measures.

Market is consumer oriented and starts with the determination of

consumer e"pectation and ends with their satisfaction marketing program starts

from the product idea does not and until customer wants are ade!uately

satisfied.

#he consumer taste differs and hence the forecast of changes, marketing

plan and program can be attained only by day to day reports which involves

Dr. Ambedkar College, Shimoga (


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present conditions and demand in the market only. )uch reports can help the

marketer to attempt for the change and obtained the desired goals.

*mergence of buyers market and increasing competitions demanded

continuous need for marketing research to ensure ma"imum consumersatisfaction and repeated purchase and to lay down appropriate marketing

strategies to meet the competitive marketing strategies to meet competitions to

serve and growing competitive market. Marketing research has a bright future

in the natured economy. Marketers are called upon to anticipate changes in the

marketing environment involving opportunities link and uncertainties. #hey are

re!uested to forecast the direction and intensity of the future changes in the

environment and there ad'ust their plans to meet anticipated changingenvironments.

#his pro'ect report offers detailer regarding marketing of + # -)

eans under )neha /ollection, )himoga

S!o#$ o% t&$ St d'

#he scope of the study is to ac!uire depth knowledge about the te"tileindustry and marketing of the products of + # -) company 0td. &t helps to

compare the theoretical knowledge with the practical. uring the study we

have to ac!uire knowledge about the origin, growth and working of the

organi ation.

Marketing factors are influenced by the four ma'or factor like culture,

economy, )ocial and political factors. #he study also intended to know the

buyers attitude towards + # -) eans and fre!uency of purchasing.



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A"( *nd O+ $!t"-$):

#he aims and ob'ectives of this pro'ect report are as follows4

1. #o analy e buying behavior of customers.

2. #o study present markets situation of + # -) products.(. #o analy e the general problems of customers of + # -).

3. #o know the marketing attributes of + # -).

5. #o evaluating the nature of sample customers and this purchasing

decisions.

6. #o give proper conclusion regarding + # -).

7. #o evaluate performance of marketing information system of )neha

/ollection.8. #o partial fulfillment of the re!uirement of the 99M degree.

:. #o take a brief study of ready made male garments.

M$t&odo.o/':

#o shape this pro'ect report both primary and secondary data have been

collected. ;rimary data which is also collected original data is obtained

specifically on the pro'ect at hand. #he source of primary data are consumers,

salesmans and original sale records. nder the collection of primary data

personal interview with structural !uestionnaire has been used as the survey

techni!ue for the collection of data from consumers. A standard set !uestions is

prepared to obtain re!uired information on the points.


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L"("t*t"on):

>ollowing are the limitations of this pro'ect report,

1. #he main limitation of making this pro'ect is the time factor.2. #he survey does not cover entire )himoga ist.

(. Much time was spent in e"plaining to the respondent about the real purpose

of survey.

3. )ome of the respondents did not show the attitude in colleting the

information.

5. )ome of the true information like?

a. ;rofile is made in brief and b. )hort information has been given relating to working capacity of the

firm.

6. #he main limitation is that + # -) eans are taken for the study of

marketing purpose.

7.


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C&*#t$r

INDUSTRY PROFILEH")tor' o% /*r($nt "nd )tr' "n Ind"*

H")tor' o% J$*n)

T'#$) o% J$*n)

M*n %*!t r"n/ #ro!$d r$

2 *."t' !ontro.

Ind"*n 3$*r



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HISTORY OF GARMENT INDUSTRY IN INDIA

&n &ndia, the readymade industry is considered as off shot of own the

industry, while dates back to the middle of the 1: th century with the

introduction of )ewing machines by sewals this was no readymade garmentsindustry worth the name till the down of independence. *ven though this

particular industry had call for no e"traordinary skills of high relation to what

might be e"pected in the content of the raw materials for that industry.

After the >irst =orld =ar mans cloths was showed a curious reversion

not to @ictorians but to *dwardian moves lighter trousers, coat with buttoned

higherB.

#here was a passing cra e for fancy waist coats, slacks. )ports shirtsand 'ackets resulting battle dress together with a variety of sweaters became

ordinary wear for many young men. &n the evening the coat almost entirely

disappeared but the dinner 'ackets maintained the popularity.

#he growth of readymade mens wear business in &ndia was very slow

till the early 1:8Cs. #he main reason for this was that &ndia men were used to

buying cloth and getting their outfits tailored mainly through local tailoring

shops from the unorgani ed segment. /onse!uently, there were no national

level brands in this category for a long period. 9y the mid 1:8Cs however

customer mindset seemed to have started changing gradually along with

increasing urbani ation, and changes in the social and economic status and

lifestyle.

Drowth of garment industry & terms of technology adoption, $>rom

pedalE operated machines in the 6Cs, the industry moved on to power operated

machines and steam presses in the midEs 8Cs and then entered the phase of

using computeri ed machines%. #he industry saw a rapid change with the

introduction of computeri ation in the garment industry.

#he industry has to make radical improvements in t he areas of

productivity, service and !uality to be able to e"ploit this potential. &t has to



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convert its strengths into competitive edge, a growth oriented fiscal, policy,

broadening of the ta" net, overall reduction of e"cise duty and establishment of

/*-@A# throughout the value addition chain.

T&$ H")tor' o% J$*n)

eans can be defined as any trousers or pants made from the denim

fabric that came from -imes in >rance.

1;t& C$nt r'

#he denim fabric was first made in /hieri, a small town near &taly, when it

was made from a mi"ture of other material. #hese were first designed for the

navy forces of Denoa, an independent republic and a naval power then, who

re!uired multi purpose pants that could be easily fit into dry or wet and

comfortably pulled up for smooth working on the decks of the ship and could

be easily bleached with the sea water, overall becoming a complete utility.

1>t& C$nt r'

At first, 'ean cloth was made from a mi"ture of things.


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185(4 a man named 0eob )trauss left his home in -ew Gork and moved to

)an >rancisco, where he started a wholesale business, supplying clothes.

)trauss later changed his name from 0eob to 0evi. A big problem with the

minersH clothes were the pockets, which easily tore away from the 'eans. Aman called acob avis had the idea of using metal rives to hold the pockets

and the 'eans together so that they wouldnHt tear. avis wanted to patent his

idea, but he didnHt have enough money.

18724 avis wrote to 0evi and offered )trauss a deal if he would pay for the

patent. )trauss accepted, and he started making copperEriveted Iwaist overallsI

as 'eans were called then.

187(4 #he first riveted clothing was made and sold

18864 0evi sewed a leather label on their 'eans. #he label showed a picture of

a pair of 'eans that were being pulled between two horses. #his was to

advertise how strong 0evi 'eans were4 even two horses could not tear them

apart.

18:14 0evi )trauss J /o.Hs patent for riveted clothing goes public and do ens

of companies begin to use the idea.

@t& C$nt r'

1:(CHs4


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eastern states went for vacations on Idude ranchesI and took paris of denim

Iwaist overallsI back east with them when they went home.

1:3CHs4 >ewer 'eans were made during the time of =orld =ar &&, but Iwaist

overallsI were introduced to the world by American soldiers, who sometimes

wore them when they were off duty. After the war, 0evi began to see their

clothes outside the American =est. Fival companies, like =rangler and 0ee,

began to compete with 0evi for a share of this new market.

1:5CHs4 enim became popular with many young people. &t was the symbol of

the teenage rebel in #@ programs and movies like ames ean in the 1:55

movie Febel =ithout a /auseB. )ome schools in the )A banned students

from wearing denim. #eenagers called the waist overalls I'ean pantsI and the

name stayed.

1:6CHs4 Many university and college students wore 'eans. ifferent styles of

'eans were made, to match the 6CHs fashions embroidered 'eans, painted 'eans,

psychedelic 'eansB. &n many nonEwestern countries, 'eans became a symbol of

I=estern decadenceI and were very hard to get. ) companies said that theyoften received letters from people all around the world asking them to send the

writer a pair of 'eans.

1:7CHs4 As regulations on world trade became more rela"ed in the late 7CHs,

'eans started to be made more and more in sweatshops in countries in the

)outh. 9ecause the workers were paid very little, 'eans became cheaper. More

people in the countries of the )outh started wearing 'eans.

1:8CHs4 eans finally became high fashion clothing, when famous designers

started making their own styles of 'eans, with their own labels on them. )ales

of 'eans went up and up.



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1::CHs4 &n the world wide recession of the 1::CHs, the sale of 'eans stopped

growing. #he Gouth market wasnHt particularly interested in 5C1s and other

traditional 'eans styles, mainly because their parents4 the generation born in

IblueI were still busy s!uee ing their aging bodies into them. )ince noteenager would be caught dead in anything their parents were wearing, the

latest generation of rebellions youth turned to other fabrics and styles. #hey

still wore denim, but it had to be in different finishes, new cuts, shapes, styles,

or forms. eans were named the Isingle most potent symbol of American style

on planet earthI.

In #o# .*r ! .t r$

/opper rivets for reinforcing pockets are a characteristic feature of blue

'eans

eans known as dungarees by thenB, along with lightEblue stenciled

cambric shirts, became part of the official working uniform of the nited

)tates -avy in the 2Cth century prior to being replaced by the coveralls,

utilities and, more recently, the blue and gray digitalEcamouflaged navy

working uniform . #he midE2Cth century the trousers became 9ootEcut style to

permit ventilation in the shipHs hotter working environments.

#he same type of uniform consisting of 'eans and chambray tops was

and still isB issued as prison uniforms in some correctional facilities mainly

because of the durability and lowEmaintenance of denim.A popular e"ample of

the use of denim as prison wear can be seen in the film Cool Hand Luke .

=earing 'eans by teenagers and young adults became a symbol of youth

rebellion during the 1:5Cs. 9ecause of this, they were sometimes banned in

theaters, restaurants and schools. K5L

http://en.wikipedia.org/wiki/Rivethttp://en.wikipedia.org/wiki/Cambrichttp://en.wikipedia.org/wiki/United_States_Navyhttp://en.wikipedia.org/wiki/United_States_Navyhttp://en.wikipedia.org/wiki/Navy_working_uniformhttp://en.wikipedia.org/wiki/Navy_working_uniformhttp://en.wikipedia.org/wiki/Boot-cuthttp://en.wikipedia.org/wiki/Prison_uniformhttp://en.wikipedia.org/wiki/Cool_Hand_Lukehttp://en.wikipedia.org/wiki/Teenagerhttp://en.wikipedia.org/wiki/Youthhttp://en.wikipedia.org/wiki/Jeans#cite_note-4%23cite_note-4http://en.wikipedia.org/wiki/Rivethttp://en.wikipedia.org/wiki/Cambrichttp://en.wikipedia.org/wiki/United_States_Navyhttp://en.wikipedia.org/wiki/United_States_Navyhttp://en.wikipedia.org/wiki/Navy_working_uniformhttp://en.wikipedia.org/wiki/Navy_working_uniformhttp://en.wikipedia.org/wiki/Boot-cuthttp://en.wikipedia.org/wiki/Prison_uniformhttp://en.wikipedia.org/wiki/Cool_Hand_Lukehttp://en.wikipedia.org/wiki/Teenagerhttp://en.wikipedia.org/wiki/Youthhttp://en.wikipedia.org/wiki/Jeans#cite_note-4%23cite_note-4


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uring the 1:6Cs the wearing of 'eans became more acceptable. 9y the

1:7Cs had become a general fashion in the nited )tates, at least for casual

wear.

-otably, in the midE1:7Cs the denim and te"tiles industry was

revolutioni ed by the introduction of the stoneEwashing techni!ue by D=D

Dreat =estern Darment /o. B.. enim suddenly became an attractive product

for all age groups. Acceptance of 'eans continued through the 1:8Cs and 1::Cs

to the point where 'eans are now a wardrobe staple, with the average -orth

American owning seven pairs.

=. $ $*n "n) .*t"on

Fecycled 'eans is becoming a popular insulation material sometimes

called /otton 9att insulationB used in the construction of houses. ue to its low

relative synthetic chemical composition and because it is made of recycled

materials, it is gaining prominence in green building circles. 0ike conventional

insulation, it moderates heat transfer and reduces sound transfer between floors

or rooms

F"t)

>its of 'eans are determined by current styles, gender, and by the

manufacturer. lares 9ootEcut

9oy cut

/apris

/arpenter 'eans

Dr. Ambedkar College, Shimoga 1(
http://en.wikipedia.org/wiki/Denimhttp://en.wikipedia.org/wiki/Textilehttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Stonewashed_jeanshttp://en.wikipedia.org/wiki/Great_Western_Garment_Co.http://en.wikipedia.org/wiki/Denimhttp://en.wikipedia.org/wiki/Building_insulation_materials#Cotton_Batts_.28Blue_Jean_insulation.29http://en.wikipedia.org/wiki/Green_buildinghttp://en.wikipedia.org/wiki/Bell-bottomshttp://en.wikipedia.org/wiki/Capri_pantshttp://en.wikipedia.org/wiki/Carpenter_jeanshttp://en.wikipedia.org/wiki/Denimhttp://en.wikipedia.org/wiki/Textilehttp://en.wikipedia.org/wiki/Industryhttp://en.wikipedia.org/wiki/Stonewashed_jeanshttp://en.wikipedia.org/wiki/Great_Western_Garment_Co.http://en.wikipedia.org/wiki/Denimhttp://en.wikipedia.org/wiki/Building_insulation_materials#Cotton_Batts_.28Blue_Jean_insulation.29http://en.wikipedia.org/wiki/Green_buildinghttp://en.wikipedia.org/wiki/Bell-bottomshttp://en.wikipedia.org/wiki/Capri_pantshttp://en.wikipedia.org/wiki/Carpenter_jeans


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eggings


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)hirts4 /asualsE -o >ormal shirts

#E)hirts4 /asuals and pull over.

-ewly &ntroduced4E

+ids wear, y brand, arshil safari #are Nameen ;arB 9rand

Ambassodor from ( years to 13 years.

;roducts4E eans, )hirts, #E )hirts, cargos

A!!$))or"$):0eos 4 5 flavours

*yewears

9elt

)ocks

/aps

=allet

unk ewelry

/asual #ies

Mufflers

All kind of party wears e "cept 9la ers

T'#$) o% J$*n)1 Str*"/&t ! t

)traight cut is a kind of 'eans pants which the circumference of their legs is

consistent from the hip down to the leg. #he straightEcut 'eans are usually cut

http://www.jeansguide.net/types-of-jeans/http://www.jeansguide.net/types-of-jeans/


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straight down from the waist making it fits your natural waist and is slim

through the ankles and bottom. #he bottom does not flare out. #his type of

'eans is classic but it has set some conditions for those who are fond of it. Gou

have to make sure if your body is perfect enough for the straightEcut 'eans asits tapered off slightly at the ankle.

F.*r$ ! t

>lare cut is similar to boot cut but a little bit tighter and is cut wider or flare out

from knee down, looking much more a bellElike shape at the hem. #he flareEcut

'eans are fitted at the waist down to the leg and pretty roomy of the ankle part.

#his style of 'eans is usually worn below your natural waist and should not be

so much tight through the leg. )ome said this kind of 'eans is never out of style

and its so common to wear at any occasions.

4 =oot ! t

9oot cut is sometimes known as flare cut, but its less roomy at the ankle part.

#he boot cut is tapered to the knee and are slim in the thigh area but is made

slightly wider from the knee down to the hem in order to accommodate a

persons boots without bunching up.

7 =$.. +otto(

9ell bottom is wideElegged pants which are loose from the knee downwards

and fitted tightly around the hips. #his style of trousers was worn by both men

and women and suit with a hip length tunic, was very typical of fashion trends

of 1:71 and 1:72. 9ellEbottomed pants were widely used among sailors in the

past and also known as the sailors traditional clothing. =ith its wide legs, the

sailors can easily pull wet pants off over heavy boots, helping them to discard

heavy clothing when fell overboard.



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9 S8"nn' $*n

)kinny 'eans come in many names such as tapered pants, carrot leg pants, iceE

cream cone pants, oldEschool hood 'eans and so on. #he skinny 'ean is slimEfit

pants which are tapered through the end of the ankle. #his type of 'eans always

looks chic on those wearing them, however, perfect shape of your body is

strongly re!uired people with smaller hips and taller womenB. #he skinny

'eans look best with highEheeled shoes or knee high boots.

M*n %*!t r"n/ #ro!$d r$

9lue 'eans are casual pants made from denim, noted for their strengthand comfort. enim cloth itself has an unusual history. #he name comes from

serge de Nimes , or the serge of -imes, >rance. riginally, it was strong

material made from wool.

#he name for blue 'eans was derived from the color of the fabric used to

make them. enim was treated with a blue dye obtained from the indigo plant.

#he first two steps in blue 'eans manufacture are



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1 C*rd"n/

&n carding, the cotton is put through a machine with bent wire brushes.

#he brushes clean, disentangle, straighten, and gather the cotton threads into

sliver.S#"nn"n/

After several slivers are 'oined together, they are put on spinning

machines that twist and stretch the cotton to form yarn.

R*3 M*t$r"*.) "n (*n %*!t r"n/

#rue blue 'eans are made out of 1CC percent cotton, including the

threads. ;olyester blends are available. #he most common dye used is synthetic

indigo.

Fivets have been traditionally made of copper, but the ippers, snaps

and buttons are usually steel. esignersH labels are often tags made out of cloth,

leather, or plastic, while others are embroidered on with cotton thread.

T&$ M*n %*!t r"n/ Pro!$))

enim, unlike many types of cloth is woven and dyed at one location.

1.Preparing the cotton yarn

#here are several steps between ginned cotton cotton after it has been

picked from fields and processedB and cotton yarn. #he incoming cotton is

removed from tightly packed bales and inspected before undergoing a

process known as carding. &n this process, the cotton is put through

machines that contain brushes with bent wire teeth. #hese brushesOcalled

cards Oclean, disentangle, straighten, and gather together the



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nlike many other cloths, denim is dyed before it is woven.. #he blue

threads are woven with white threads, but because the blue threads are

packed closer together than the white ones, the blue color dominates the

cloth.

ther machines 'oin several slivers together, and these slivers are then

pulled and twisted, which serves to make the threads stronger. -e"t, these

ropes are put on spinning machines that further twist and stretch the fibers

to form yarn.

2.Dyeing the yarn

)ome cloths are woven and then dyed, but denim is usually dyed. 0arge

balls of yarn, called ball warps, are dipped in the indigo mi"ture several

times so that the dye covers the yarn in layers.

#he dyed yarn is then slashed; that is, it is coated with si ing any one of a

variety of starchy substancesB to make the threads stronger

Dr. Ambedkar College, Shimoga 1:


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nce this operation is complete, the yarn threads are ready to woven with

undyed filling yarn threads.

3.Weaving the yarn

#he yarn is then woven on large mechanical looms. enim is not 1CC

percent blue, as the blue dyed threads forming the warp long, vertical

threadsB are combined with white threads forming the weft shorter,

hori ontal

#he denim cloth is cut into pattern pieces from stacks 1CC layers thick.


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inspected by the denim manufacturer for the desired color, fiber length, and

strength. )trength is the most important factor in blue 'eans. &t is measured by

using a weight to pull it. =hen the fiber breaks, the force used to break it is

measured. #he cottonHs strength inde" weight of weight divided by weight ofsampleB is then calculated.

#he finished denim cloth is carefully inspected for defects. *ach defect is rated

on a governmentEdefined scale ranging from one point for very small flaws to

four points for ma'or defects. ;oor cloth is sold as damaged. enim is also

tested for durability and its tendency to shrink. )amples of cloth are washed

and dried several times to see how they wear.

&f a problem can be corrected, the 'eans are sent back for reEsewing. #he pair

is then inspected again and passed. the snaps, metal buttons, and rivets are

checked for durability and their ability to withstand rust. #he ippers must be

strong enough to withEstand the greater pressures of heavy cloth, and their

teeth durability must be checked as well. #his is done by sub'ecting a sample

ipper to a lifetime of openings and closings.

Ind"*n W$*r)

=ith the survival of a renewed interest in the grandeur of the bygone

eras and a search for ones roots the attention is focused on high fashion &ndian

wear. Fespondent with the splendor and style of ancient Mahara'as and

Mughal *mperors, &ndias rich sartorial heritage has not only moved to center

stage but has at times even swept the west off its fashionable feet by its sheet

nea'esty. #he serwani, the price of odhpuri coat, the bundi of -ehru 'acket as

well as the +urtas /hudidhar have all returned to the forefront of fashion. A

height of the 9ritisle Fa' formal wear was totally western concept. &t was

return to classis &ndian wear in handspun fabrics.



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#oday western wear competes fiercely with &ndian wear as the countrys

ancient culture and fashion has gained momentum. #he sherwani is the most

traditional of &ndian garments. #he colors are muted to dark and fabrics could

range from brocade to terry wool. #he sherwani is normally teamed withchudidars of Aligarh pants, which are combinations of chudidars and trousers.

Another version of the )herwani is double. ouble breasted or with an

asymmetrical opening.

>or casual lounging the &ndian males first preference is the +urta

/hudidar combination is light night cotton, molls, pure silks or polyesters. #he

+urta or shirt is either collarless or with a plain band. #he body of the garment

could either have the 2 piece of 6 piece cut. Modern version could be with adraped effect too. #he chudidar or &ndian pant is cut on the cross and has all

e"tra length so that when worm it will crease at the ankles. #he kurta and

chudidar both are in muted colors with delicate tonal embroidery around the

neck and placket of the kurta.

#he trouser which was the obvious follow on the readymade shirts has

its own e"clusive manufactures like Napata and ;antaloon. *very ma'or shirt

manufactures prefer to team trousers with the garment to give a more coE

ordinate look. #he western wait and tu"edo are also a part of the mens wear

scene and though they are available off the peg with manufacturers like ;ark

Avenue and 9outi!ues, the &ndian male prefers to more often than not custom

tailor then. Most department stores have a separate mens wear section that

later to the discriminating dresses.

#he growth in the &ndian mens wear markets has also lured

international brands like 9enetton, =rangler and pepe to try their hand at

capturing a part of the business.

#he growth in the &ndian mens wear market has also cured international

brands, to try their hand at capturing a part of the business. #otally &ndian

clothes had a good history and god future in fashion trends.



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C&*#t$r 4

COMPANY PROFILE 5 KOUTONS6



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KOUTONS RETAIL INDIA LTD

+outons Fetail &ndia 0td. is the leading retailer of readymade and

fashion wear brand in the country today. =ith more than 13CC outlets across

&ndia, it has a wide range of apparel designs suited for all segments including

corporate, formal and casual dressings. +outons aptly creates the conducive

environment for a family outing, making family shopping the best e"perience

at an affordable price E all at one place.

+outons was born in 1::1 as /harlie /reations and are now +outons

Fetail &ndia 0td. +outons started primarily as a denim brand but are today

manufacturing and selling complete men, women and kids wardrobe under the

brand name +outons, 0es >emme and +outons unior respectively. Another

brand from the stable of +outons is /harlie utlaw, which caters to the teens

of the country with apparels including 'eans, #E shirts, 'ackets etc. +outons

9rand is catering to the pper J pper Middle /lass of )ociety with a vast

target age group between 18E6C years.

I@alue for Money and ashionI being their );, +outons has

given the brand an e"tension delving into specific consumer segments. #he

garments are made keeping in view the overall need of the niche market and

the basic fashion demand of the &ndian masses. ur product range also caters

to the tastes of all segments. ur 9rand is placed as the most dynamic brand of

&ndia.

=orldEover, the readymade garments industry is characteri ed by

fragmentation. #he scene in &ndia, too, is not any different. #hough concretedata on the si e of the industry is hard to come by, the industry sources reckon

the menHs readymade garments market at around Fs 5,CCC crores? the womenHs

=esternE wear market at Fs 15CE2CC crores? and that for children around Fs

35C crores.



25/87

0eading brands that 'ostle for consumer mind space include @an risco, ;eter *ngland, Allen )olly and 9yford of Madura

Darments, a division of &ndian FayonB? Arrow, 0ee, and so on of ArvindB?Faymond, with its offerings of ;ark Avenue, ;ar" and the recently ac!uired

/olor ;lus? &ndigo -ation and )cullers, owned by &ndus 0eague? =ills

0ifestyle, promoted by /? Nodiac? and a slew of other brands that have a

presence either nationally or in a particular region.

=omenHs wear is an emerging market with the ma'ors focusing on =estern

wear. Among the leading brands, )cullers and Allen )olly have offerings inthis market. &n the kidsEwear category, the unorgani ed players have a fair

share of the market.

#he ma'or names in the organi ed segment of this market are 0ee +ids from

the Arvind stable and =eekender +ids of ;ersonality 0td, which also owns the

=eekender brand.

9rands are also classified as premium super premium, midElevel and mass

market, depending on the price point at which they are positioned.

#ypically, 0ouis ;hilippe, @an


26/87

Among the lower level brands, it would not be incorrect to say that

commoditi ation is gradually setting in. =ith shirts available in simple, solid

shades O and not much of a difference in the !uality of the fabric O these

brands ac!uire an air of sameness in the eyes of the consumer.

t each. #he company

also shut down at least 185 unviable stores in the last fiscal. >or the !uarter

ended ecember , +outon announce a net profit of Fs 1( /rores. &t has yet to

announce its results for the financial year ended March .



27/87

Management

DPS Kohli

(Chairman)

One of the founding promoters of this company, he heads Marketing, Finance, Information

Technology,Administration and Human esource!

B.S. Sawhney

(Managing "irector)The other founding promoter of the company, he looks after #ampling, Merchandsing, #ourcing and

#ales! He is instrumental in company$s gro%th!

G.S. Sawhney

("eputy Managing "irector)

The youngest of the company, he looks after the &arehouse,'ogistics, roduction and ersonnel! He is

instrumental in making the gro%th of the company po



28/87

A3*rd)2009-

outons recei*ed the A%ard of "Emerging Corporate" at the Corp + cel A%ard -../ for

0ational m#M+ + cellence on 1.th "ec, -..2, organi3ed 4y Corporation 5ank! outons recei*ed "The al!e etailer o# the $ear" A%ard of #tar etailer on -6th 0o*em4er,

-..2 organi3ed 4y Franchise India! outons recei*ed the "Be%t Clothing Company o# the $ear" of CMAI s Ape A%ards on

-7st "ecem4er, -..2! outons %as also nominated for the 85est Ad*ertising Campaign of the 9ear8 and "Bran& o#

the $ear" for CMAI$s Ape A%ard! Mr! "! !# ohli %as a%arded for " etail E'(ellen(e" a%ard 4y Asia etail Congress in

:anuary, -..2!

200)- Mr! "! !#! ohli, Chairman, outons etail India 'td! %as a%arded the title of ;Most Admired

Fashion Face< at Images Fashion A%ards =./ Mum4ai outons etail India 'td %as a%ard ;Most Admired Fashion >roup< at Images Fashion A%ards

?./ Mum4ai! Mr! " # ohli %as a%arded the title of ;-../ Top Marketing Man A%ard< 4y IMM, "elhi A%arded the ;5rand of the 9ear Casual (#M+) @ Charlie Outla%< 4y CMAI! A%ard of 5est "isplay at India International >arment Fair outons etail India 'td has %on the prestigious ;5rand of the 9ear Mens Casual &ear

('arge)< A%ard at the 0ational A%ards for the e cellence in Apparel 4usiness organi3ed 4y

CMAI! Franchise A%ard for + cellence in Franchising 5usiness "e*elopmentB etail! 0ominated for the Clothing Company of the 9earB "omestic 4y CMAI! 0ominated for the 5est Ad*ertising Campaign of the 9ear etail 4y CMAI! outons %as nominated in Te tile Apparel Category in +merging India A%ards 4y ICICI!

200*- Mr! " # ohli %as a%arded the title of ;D"9O> EI5HD#HA0 for + cellence in Industrial

erformance< 4y the Institute of Trade and Industrial "e*elopment in -..6! outons etail India 'td has %on the prestigious ;Chain #tore of the 9ear< A%ard at the

0ational A%ards for the e cellence in Apparel 4usiness organi3ed 4y CMAI! outons is also credited %ith another a%ard of ;5rand +ntrepreneur of the 9ear< A%ard at the

A + A&A "# -..6 organi3ed 4y CMAI! 0ominated for the 5est Ad*ertising Campaign of the 9earB etail 4y CMAI

200+- A%arded the ;Most "ynamic 5rand of the 9ear< 4y 'ycra Images Fashion A%ards A%arded the title of ;Ealue etailer of the 9ear< 4y #tar etailerB The Consumer &ay!



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outons etail India 'td nominated for ;Chain #tore of the 9ear< A%ard at the 0ational A%ards

for the e cellence in Apparel 4usiness organi3ed 4y CMAI! 0ominated for the ;5rand of the 9ear A%ard Men?s Casual &ear ('arge) at Ape A%ard, 4y

the Clothing Manufacturers Association of India >roup< at Images Fashion A%ards ?./

Mum4ai!

200,- outons %as nominated for the 5rand of the 9ear A%ardB Men?s Casual &ear ('arge) 4y the

Clothing Manufacturers Association of India!

200 - Mr! "! !#! ohli %as a%arded the title of ;+ntrepreneur of the 9ear< 4y the Institute of Trade and

Industrial "e*elopment!

2000- The Company recei*ed an a%ard for outstanding "omestic #ales from Clothing Manufacturers

Association of India!

99)- The Company recei*ed an a%ard for 4est display of denim clothing from CMAIB Ashima >roup!

99*- The Company %as a%arded the title of ;5est Mens%ear (Casual) Collection< 4y Apparel

+ porters and Manufacturers association!

KOUTONS MENSWEAR

#he well known apparel house, +outons Fetail &ndia 0td. has unveiled

their latest collection of menswear. #his collection offers a wide range of

formal and informal clothing for men for the age group of 18 years and above.

+nown for their comfort and durability the brand has become synonymous

with Hfashion and !ualityH at affordable priceH. #he collection caters to men

which includes the working professionals.

#he collection includes the shirts, #Eshirts, pull overs, sweat shirts

,denim and nonEdenim trousers, cargo and shorts for men in trendy yet formal

shades the collection also offers a variety of fabrics to choose from. #he basic

formal shirts are available in linen and cotton fabrics. #he range is also

available in blended fabrics. #he special product range wrinkle resistant flaunts

ten to twelve colors to choose from. sing wrinkleEresistant technology the

company has sought to introduce a new breed of weaved hundred percent

cotton fabric and blended cotton.



30/87

#he latest collection of +outons menswear is a range created for todayHs

generation of men who wear what they like and firmly believe in themselves.

#he collection is for those who like to blend comfort with style.

Dr. Ambedkar College, Shimoga (C


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C&*#t$r 7

MODERN MARKETING CONCEPT

M$*n"n/ *nd D$%"n"t"on o% (*r8$t"n/

Mod$rn M*r8$t"n/

F n!t"on) o% (*r8$t"n/

R$*d'(*d$ /*r($nt #r$)$nt d*' Tr$nd

Dr. Ambedkar College, Shimoga (1


32/87

Mod$rn M*r8$t"n/ Con!$#t

M*r8$t"n/:M$*n"n/ *nd D$%"n"t"on:

Marketing is a comprehensive term and it includes all resources and a

set of activities necessary to direct and facilitate the flow of goods and services

from produces to consumers in the process of distribution. #hus the essence of

marketing is an e"change or a transaction, included to satisfy human needs or

wants. #he aim of marketing is to make sales in order to earn reasonable profit

for the producer.

D$%"n"t"on):

According to the ;hilip +otler $ A market is an area for potential

change that is a group of buyers and sellers interested in terms of purchase and

sale of goods and service the negotiation may be face to face or through

communication%.

Mod$rn M*r8$t"n/:

After 1:5C the marketing is not considered as a mere physical process

or set of activities but it is most than that. According to this view $the purpose

of business is to create a customer%. #hus marketing is the function of business

concerned with the creation of customers. /reation of the customer means

identifying the needs of the consumer and then organi ing the business

accordingly to meet the needs of the consumer.

#he meaning of the modern marketing has been clearly brought out by

the following definition.



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According to /./ knight% Marketing embraces all efforts made in the

discovery of consumers actual and potential re!uirements for commodities and

services and the steps taken for securing their distribution.

According to =illiam . )tanton defines $Marketing is a total system ofinteracting business activities designed to plan, price, promotion and distribute

want satisfying products and services to present potential customers%.

F$*t r$) o% Mod$rn M*r8$t"n/:

Modern marketing is consumer oriented in part business of ob'ective was to

ma"imi e profit and to increase the sales. 9ut the aim of the modern

business is to satisfy their needs and hence it is consumer oriented.

Modern marketing begins and ends with the consumer. #oday before

commencing the production all efforts are to be made to know the want

and need of the consumer. &n what !uality of the product is decided after

knowing the consumer behavior.

*very firm undergoes, the market research and collects information about

their wants. )uch a survey helps to sell the product easily for profit.


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5. #raditional marketing is concerned with the distribution and sale of goods

and products.

6. Modern marketing is concerned with the production distribution and sale

of goods are as needed by the consumers.7. #raditional marketing aims at profit through increased sales volume or

more sales.

8. Modern marketing aims at profit through increased sales to the satisfaction

of the consumers and profit to the sellers.

:. #raditional marketing aims at short term ob'ective that is short term profit.

1C. Modern marketing aims at long term ob'ective that is long term profit.

11. #raditional marketing succeeds only in seller market.12. Modern marketing succeeds both under seller market and buyer market.

S*.$) Or"$nt*t"on

#he failure of a production oriented reshuffle give birth to the

philosophy of the sale orientation. A mere good product is not enough but need

aggressive advertising sales promotion and publications are top importance.

#he assumptions of this philosophy are as follows4E

;roducing the best product.

>inding the buyer for the product.

/onvincing the buyer to buy the product.

Con) ($r Or"$nt*t"on:

&n this philosophy only such products are brought into the market,

which are capable of satisfying the taste, preferences and e"cavation of the

consumer. #o produce these type of products the marketing manager has to

conduct the various type of survey and he should have to collect market



35/87

information from various sources. 9y this method, the products can be

produced which will satisfy the consumer needs.

So!"*. Or"$nt*t"on:#his concept was during 187CE18:C during that period there is an

understanding that the consumer needs, and wants should be know first and

matching the products accordingly this concept care, for consumer welfare like

pollution free environment and !uality of human life. unctions of *"changing

9uying

)elling

Assembling

2. >unctions of ;hysical supply

#ransportation

)torage and warehousing

(B >acilitating function

>inancing

Fisk information

)tandardi ation and grading

I F n!t"on) o% E

9uyer is the first step of marketing function. &t is carried out by whose

sellers, retailer manufactures etc, buying and selling are important and both



36/87

happen at some time seller is the person who sells the product and buyer gets

the ownership of the product.

S$.."n/:)elling and buying are compliment to each other in business selling

function is very important. #he very ob'ective of marketing to sell the product

at a profit. &t is defined as the personal and impersonal process a assigning

perssuading a prospective buyer to buy the commodity. &ts aim is to create and

for a product and find buyers.


37/87

Money is essential for transfer of goods and from produces to buyers.

>inance is needed for middle men and finally consumer. #here is a gap of

period between purchase of raw materials and finished goods and also till the

consumer purchases it. #his waiting period by undertaking financial positiongiving loans without credit. Doods move very slowly to the market and supply

would be unpredictable.


38/87

*g4 @arious types of cements are having their grades which insists the !uailing

and performance of the cement which construction process.

READYMADE GARMENTS: PRESENT DAY TREND

;resent days clothing designers take many of the ideas from the studyof the customers through ages and also from public opinion and appreciation.

Many fabrics were made of natural fiber such as cotton, wool, silk etc, have

been in the use for centuries and skill remains popular today. 9ut many of

them have been given a new character. )ome are completely new material such

as -ylon and "en are made synthetically.

&n the connection with the production of readymade garments there have

been a vast development and sophisticated machineries mare being pressed putto service.

#oday electric sewing machines are used for stitching garments. #he electric

sewing machine can sew 5CCC stitches in a minute. #hey can saw favored and

backward too. )ome make button holes without attachments and embroidery can also

be made by some machines. )ome machines are fully automatic? some changes the

direction or type of stitch automatically.

;eople in the past think that readymade wears refer to only those garmentswhich in special events. 9ut now there are some special clothes for some specific 'obs

too. )ome of them are masks, Droves, >ire 'ackets, =ater proof etc, which are used

for specific 'obs for safety purpose. nder readymade garments for the se"es has now

almost a necessity, schools uniform in urban areas are being distributed students by

school authorities in $ ready to wear from%.

>ashion is no longer the sole bastion of the faired in &ndia. >ashion changes

day to day. ;eople change their fashion with the reference to the new 9ollywood and


39/87

CHAPTER 9

FIRM PROFILE

Introd !t"on *nd H")tor' o% t&$ F"r(

C*#"t*. Str !t r$

Or/*n" *t"on P*tt$rn

Con)"/n($nt =*)")

KOUTONS S&o3roo( .*'o t 0 S&"(o/*

M*r8$t"n/ o% r$*d'(*d$ G*r($nt) *nd *!!$))or"$)

M*r8$t"n/ )tr*t$/"$)

C )to($r )$r-"!$

S*.$) R$#ort o% t&$ %"r(

Pro+.$()

Dr. Ambedkar College, Shimoga (:


40/87

Introd !t"on *nd H")tor' o% t&$ F"r(:

)neha /ollection e"clusive showroom of + # -) has beenincorporated on 6 th uly 2CC:. &t is located 9.< Foad, )himoga.

#he name of the firm is )neha /ollection + # -) )howroom. Mr.

Ashraf sait and Mr. Mu'eeb are the partners of the franchisee Mr. Ashraf sait

and Mr. Mu'eeb are the active and multitalented persons in business field.

#hey have e"perience in attracting the customers and improves the sales of the

firm. + # -) is the name which stands for branded and good !uality

cloths and accessories.&n their showroom they deals with the + # -) and G for kidsB

C*#"t*. Str !t r$:

/apital is regarded as the life blood of the business enterprises

inefficient financial management paralysis the activity of the firm. inancial management refers to all those managerial activity that are concerned

with ascertainment of the finance.

&nitially capital should be deposited the franchisee )neha /ollection to

the franchisor + # -) company before starting business.

#here is an agreement between franchisee and franchisor about the

terms and conditions of the company, on that basis capital structure has been

designed. After the agreement the franchisee pays full or half amount which

was fi"ed by the franchisee or franchisor.

After depositing the amount, the company person visits the place where

the business should be commenced, to know the terms and conditions of the

company are fulfilled regarding store length, width and commercial place.

Dr. Ambedkar College, Shimoga 3C


41/87

After the approval given by the company person, who has visited the

place or location. &n + # -) particularly furnitures and fi"tures and

interior made by the companys designer.

>or furniture and interior design, the payment has been made by thefranchisee initiallyB.

After the certain period that is within si" months, the company will pay

the interior initially amount in the form of stock or on the basis of the terms

and conditions made between franchisee and franchisor.

#hey planned a proper capital structure, where to invest and amount of

investment in a particular aspect.

C*#"t*. Str !t r$

Dr. Ambedkar College, Shimoga

P*rt"! .*r) A(o nt R)&nvestment (C,CC,CCC)hop Advance 5,CC,CCC>itting and &nterior 1C,CC,CCCthers 2,CC,CCC

#otal 37,CC,CCC

31


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43/87

F"r( Or/*n" *t"on Str !t r$

Area sales manager

rders

;ayments and inventory >ranchisee owner

/ash and &nventory

)tore manager

)taff


#raining Jevelopment J


44/87

F"r( St*%% ($(+$r)


;artners

)tore manager

Assistant )tore manager

)ales person)ales person


45/87


46/87

KOUTONS SHOWROOM LAYOUT



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M*r8$t"n/ o% R$*d'(*d$ G*r($nt) *nd A!!$))or"$)

Marketing is very important to all business activity. ;roduction or

purchase has no market the goods and services.

)neha /ollection is one of those franchisee in )himoga who sells only branded and good !uality cloths of + # -).

&t is better to know the branded cloths that are dealt by )neha

/ollection. =e know one by one?

)tarting rates of eans is Fs 12:: E

#ypes of eans4 )limfit, )traightfit, comfort fit,

)kinny, 9ootcut.

Dents4 Actif, Fecruict, Fenegade, )tern, )kinny, cargos

0adies4 @eronica, A ctif, )kinny, Ali a, 0iana

0ycraE )treetchable brand

Main brand4 ActifE esigner 9randE e"pensive

)hirts4 /asualsE -o >ormal shirts

C )to($r S$r-"!$:

1 D")!o nt '$*r.' t3"!$

#he company will issue discounts for all the products of the+ # -). #his discounts given twice in a year.

2. /ustomer friendly staff and friendly attitude.

(. &f any defects found in the products then it will be returned to the franchisee

or showrooms where they purchase.



48/87

3. N*t r$ o% tr*n)*!t"on) "n )&o#: ;ayment can be made in the form of cash

and also card payment.

5. )howroom is fully e!uipped with Air conditioners and music system.

6. Tr*". Roo( 4 #rail rooms are well furnished with full mirrors. #he mirrorsare hanged two sides.

7. + # -) showrooms running more 2CC outlets in &ndia and outside &ndia

there are situated.

8. &f the customer orders for any product it will be fulfilled within one week.

:. /ompany is concentrating on mainly youths.

S*.$) An*.')") O% T&$ F"r(

)neha /ollection deals with wide range of garments for men, womenand kids. &t is the only shop in shimoga who is specialist for youth collection.

+ # -) has renowned brand name, high !uality. &t introduces brand new

designs which are attracted by most of youngsters. )ince the firm is having

very good reputation, as they are having good sales , service facilities, most of

the students, professionals preferred to buy in )neha /ollection.



49/87

Pro+.$():

5 -o problems, -o business% the )neha /ollection K+ # -)

showroomL is also not free from certain ma'or and minor problems. &n nutsell,

the problems of the showroom are given below4E

1 Co(#$t"t"on:0

&n the modern world competition between the industry in between the

shop is common $+ # -) )< =F M% is also suffering. 9ut today they

have to faces competition and each the star of success.

2. C&*n/$ "n F*)&"on: =hat the fashion was in yesterday will not be same

tomorrow. #he garment industries often make changes in fashion. #he outcome of this changing fashion is suffered by the readymade garments

shops.

(. F"n*n!$ Pro+.$():0 -o business is sufficient in finance. As )neha

/ollection K+ # -)L is a developing shop it needs much money to

spend.

3. ;roblems of purchasing for meeting the re!uirements of trendly customers.

&t is necessary for the shop to have the stock of new garments.

5. ;rices4 &n branded cos the starting rates of eans is 12::Fs.



50/87

CHAPTER0

DATA ANALYSIS AND INTERPRETATION



51/87


52/87

;sychological model also we analy ed. )o that, his status, motivation, brand

image, product image has also been studied.

9ut in this survey much importance is given to the socio cultural model

because man is a social animal. 9y using the !uestionnaire in the survey we

can get the correct continuous answer by survey method. &n buying behaviour

the much influencing factor is the social needs such as desired to gain social

prestige or to attract the attention of others towards him and status factors are

the brand loyalty image of the firm etc.,

#herefore, to put it in nutshell. #he survey is based on much on the

socio culture model. n that basis tables and graphs are designed. 1CC persons

have been participated for our !uestionnaire to make this survey successful.

#he percentage wise opinion has been shown in all the tables formed below for

the purpose.

A. 9rief Analysis


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T*+.$ 01

T&$ %o..o3"n/ t*+.$ )&o3) t&$ n (+$r o% ! )to($r) 3&o 3$*r d"%%$r$nt!*t$/or' o% ($n ) 3$*r t&$ (o)t

/ategory of menHs wear Fespondents ;ercentage

#ailor made 2C 2C

Feadymade 38 38

# 9oth (2 (2

#otal 1CC 1CC

)urvey analysis of table E 1

&n the survey the consumer responded for tailor made garment category

are only 2C, #hose who responded for readymade category are 38 and those

who use both tailorEmade and readymade garments are (2. #he total number of

respondents are 1CC.

>rom the above table it is clear that the users of tailorEmade garments in

)himoga city are only 2CP. #he users of readyEmade garments are 38P and in

)himga city only (2 P of the consumers prefer both tailorEmade and readyE

made menHs wear.

#his is because they are of the opinion that readymade menHs wear

costly when compared to tailor made garments.



54/87

Gr*#&01

Gr*#& )&o3"n/ t&$ n (+$r o% ! )to($r) 3&o 3$*r d"%%$r$nt !*t$/or' o%($n ) 3$*r t&$ (o)t

.

G

7.

7G

-.

-G

1.

1G

.

G

G.

Tailor made eadymade T 5oth



55/87

T*+.$ 0

T&$ %o..o3"n/ t*+.$ )&o3) t&$ )$r) o% J$*n) *nd t&$ r$*)on %or t&$"r# r!&*)$

Feason for purchase -o. ofFespondents

;ercentage

0atest fashion 28 28P

*asy Availability 26 26P

*asy to wear 1: 1:P

9etter fittings 2C 2CP

-ot specified 7 7P

#otal 1CC 1CCP


#hese 1CC respondents are asked for why they purchase eans. 28 of

them answered for latest fashion, 26 of them answered for easy availability, 1:respondents said easy to wear and for better fittings 2C persons are responded.

9ut 7 of them have not specified the reason for why they purchase readymade

wear.

#he above table clears that in percentage, the reason wise buyers, 28 P

latest fashion, 26 P for easy availability, 1: P for easy to wear, 2C P for better

fittings and 7P not specified any reasons for their purchase.

As per the table it is clear that there is wide scope for readymade

garments. &f they are easily available to consumers the sales definitely

increases.



56/87

Gr*#&0

Gr*#& )&o3"n/ t&$ )$r) o% r$*d'(*d$ /*r($nt) *nd t&$ r$*)on) %or t&$"r# r!&*)$

-/

-I

72-.

6

.

G

7.

7G

-.

-G

1.

'atest f as hion +as y A *aila4ility +as y to % ear 5etter fittings 0ot specif ied



57/87

T*+.$ 04

T&$ %o..o3"n/ t*+.$ )&o3) t&$ #r$%$r$n!$) o% t&$ ! )to($r) to3*rd)d"%%$r$nt t$


58/87

Cotton6J

#ynthetic7IJ

5oth16J



59/87


60/87

T*+.$09

T&$ %o..o3"n/ t*+.$ )&o3) o#"n"on *+o t t&$ #r"!$ ot$d +' KOUTONS

;articular -o. ofFespondents

;ercentage

/ostly 15 (CP

>air 22 33P

Feasonable 1( 26P/heap C CP

#otal 5C 1CCP


ut of 1CC respondents, 5C of them are the customers of + # -)4

#hey have responded regarding the price !uoted by + # -).

As per the survey (C P of the respondents ticked for costly, 33P of them

marked fair, 26 P opine that price !uoted is reasonable and nobody says cheap.

)o while pricing, + # -) has to take right method of pricing to improve

sales.

#herefore it can be concluded that out of total customers in )himoga only 5CPof them are responded, who are the customers of + # -) constituting 1CC

P in the above table.



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Gr*#&09

Gr*#& )&o3"n/ o#"n"on *+o t t&$ #r"!$ ot$d +' KOUTONS



62/87

T*+.$0

T&$ %o..o3"n/ t*+.$ )&o3) t&$ ! )to($r %or KOUTONS $*n) *nd r$*)on%or t&$"r # r!&*)$)

Feason -o. of Fespondents. ;ercentage

Dood !uality 2C 3CP

Dood /olours 15 (CP

urability 11 22P

*conomical 3 8P

#otal 5C 1CCP


#he above tale clearly shows the percentage of uses of + # -) 'eans.

According to survey, out of 1CC respondents, only 5C are users + # -) 'eans.

#hey also provided the reasons for their purchase of + # -) 'eans. 2C of

the customers constituting 3CP buy + # -) 'eans for good !uality, 15 of

the customers constituting (C P opine that they buy for the good colours, 11

respondents i.e.22P opt for durability and also 3 customers the same 8P prefer

for economical reasons.

>rom the surrey it is clear that + # -) 'eans are !uality eans.



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Gr*#&0

Gr*#& )&o3"n/ t&$ ! )to($r) %or KOUTONS $*n) *nd r$*)on %or t&$"r# r!&*)$

20

15

11

4

0

2

4

6

8

10

12

14

16

18

20

Good quality Good Colours Durability Economical



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T*+.$0;

T&$ %o..o3"n/ t*+.$ )&o3) t&$ non )$r) o% KOUTONS J$*n) *nd t&$r$*)on +$&"nd t&*t

Feason for not to purchase -o. of ;ercentage

H


#he above table clears that around 5CP i.e. ma'ority of customer donHt

use + # -) eans. #hey also gives the reasons for that, 5C out of 2

respondent 'ust marked poor !uality, regarding attractive colours 5 persons are

disappointed. &n the survey ma'ority of respondents had opinion that

+ # -) eans are too costly. Around 56P vote for high price. 3

respondents say they do not use + # -) eans because of non durability.

9ut 11 respondents constituting 22 P say they donHt known the reason or canHt

say. ;robably most of them are unaware of that eans.

As the survey indicates it, better for the company to reduce the price of

+ # -) eans.



65/87

Gr*#&0;

Gr*#& )&o3"n/ t&$ non )$r) o% KOUTONS J$*n) *nd t&$

r$*)on +$&"nd t&*t

(oor KualityJ

0o attraction colours7.J

High (riceGIJ

0on "ura4ility/J

"on$t kno% n can?t say--J



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T*+.$ 0 >

T*+.$ )&o3"n/ t&$ o-$r*.. (ont&.' "n!o($ /ro # o% r$)#ond$nt)

/ategory Monthlyincome

+ # -)eans

respondentsP therrespondents P

#otalrespondents

9elow 5CCC 2 3 1( 17 15

5CCCE1CCCC 8 16 : 12 17

1CCCC E 15CCC 27 26 23 (2 51

Above 15CCC 1( 53 1: 25 (2

-ot satisfied E E 11 13 11

#otal 5C 1CC 76 1CC 1CC



67/87

Gr*#&0>

Gr*#& )&o3"n/ t&$ o-$r*.. (ont&.' "n!o($ /ro # o% r$)#ond$nt)

2

13

89

27

24

13

19

0

11

0

5

10

15

20

25

30

B lo! 5000 5000"10000 10000 " 15000 #bo$ 15000 %ot satis&i d

'(y)ar *ans r s(ondnts +t,r rs(ondnts



68/87

T*+.$ 0?

T*+.$ )&o3"n/ t&$ )t*t ) o% KOUTONS J$*n) )$r)

)tatus -o. of Fespondents ;ercentage

)tudent 28 56P

9usinessman 8 16P

*mployees 11 22P

thers ( 6P

#otal 5C 1CCP

)urvey analysis of table E :

#he status of the users of the + # -) eans are also collected to

know by whom it is used more. As per the survey this 'eans is used about 56P

by the students. *mployees using rate is 22P. 9usinessmen prefer 16P and

others use this 'eans for 6P.

Gr*#&0?

Gr*#& )&o3"n/ t&$ )t*t ) o% KOUTONS J$*n) )$r)


'tud nt56-

Busin ssman16-

Em(loy s22-

+t, rs6-


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T*+.$ 0 1@

T*+.$ )&o3"n/ %r$ $n!' o% # r!&*)$) o% r$*d'(*d$ /*r($nt) +' t&$!on) ($r)

;articulars -o. of Fespondents ;ercentage

>re!uently 53 53P

>estival )eason 2C 2CP

/learance sale 12 12P

)pecial offer 13 13P

#otal 1CC 1CCP

)urvey analysis of table E 1C

As clothing is one of the basic re!uirement of every individual.


70/87

Gr*#&01@

Gr*#& )&o3"n/ %r$ $n!' o% # r!&*)$ o% r$*d'(*d$

G*r($nt) +' ! )to($r)


G

-.

7-7

.

7.

-.

1.

.

G.

I.

FreKuently Festi*al #eason Clearance sale #pecial offer


71/87

T*+.$ 011

T*+.$ )&o3"n/ t&$ 8"nd) o% dr$)) 3orn +' t&$ r$)#ond$nt)

>or regular use -o. ofrespondentsn specialoccasions

-o. ofrespondents

>ormals 25 eans pants 27

/asuals 28 +urta 3(

>ancy *thnic 16 )herwani 15 -il C eans E #E)hirts 35

#otal 1CC #otal 1CC


&n a fast growing city dresses of every individual has changed.


72/87

Gr*#&011

Gr*#& )&o3"n/ t&$ 8"nd) o% dr$)) 3orn +' t&$ r$)#ond$nt)

aB >or regular use

Formals1IJ

Casuals7J

FancyL +thnic-1J

0il.J

+ On )#$!"*. o!!*)"on)


:eans pants-7J

)urta11J

#her% ani7-J

:eans B TB#hirts1 J


73/87

S ((*r' o% O+)$r-*t"on:

#he information collected and the survey conduct from this, it is clear

that, readymade garment growing popular everywhere.

)o, the latest fashionable cloths must be kept in stock and the regular

advertisement in daily news paper is also necessary. #he price still to be

reduced and the !uality of the garment must be improved. #he good !uality

product must available with reasonable price. Many people feel that the

readymade garments are costly now it is the responsibility of the promoter to

convince the people at large.

#he care should be taken to see that demands from all sections of

society are met good behavior with the consumers is one of the re!uired factor

one should have proper skill to attract the customer, some people do have

much skill inherently. &f re!uired sufficient training becomes necessary.



74/87

S ((*r' o% S r-$' F"nd"n/)

#he following are the summary of the survey findings4

As per the survey it is clear that one third of the customers do not use

readymade garments. )o for the company it is important to concentrate on

those customer. &t has to make them to use readymade menHs wear similarly

it should satisfy the needs of the e"isting customers.

&n the survey 26 P opt readymade eans for easy availability. &t defines

the non availability of readymade garments in )himoga. )o, the companies

have to open the range of shops which are suitable for the customers.

&n a growing city the )himoga, latest fashion has attracted many

customers so, product should be introduced to the market as per the need of

the customers.

#here is a complaint against readymade garments that they are not suitable

to all i.e. one cannot get garments according to body fittings. #his problems

should be studied carefully.

As per the survey conducted ma'ority prefers for cotton wears as it is

comfort, but the users of synthetic wear are comparatively low. )o, the

marketers of cotton wears can grab the market. &t doesnHt means they should

!uit from synthetic clothes. #hey should take measures regarding synthetic

clothes too.

&n )himoga city where most customer belong to middle and low income

group the demand for branded garments is as same as the demand for

unbranded garments. )o both branded and unbranded menHs wear move in a

smooth manner.



75/87

&n )himoga city customer are 'ust one fourth for the + # -) eans. &t

has not reached many customer as it is most opted students and youth. >or

the company, it will be helpful if it concentrate on those who do not use

+ # -) eans

&t is observed that + # -) eans are of good !uality eans. 9ut most

of the consumers are not satisfied with the colour, durability and price of

the eans.

)ome customers, who do not compromise with both !uality and price of

+ # -) eans, opine that price is very high. #he company has to

concentrate all classes of the society in this regard.

-ow + # -) eans are concentrate on class customers. &f it want to

increase the sales it should concentrate much on mass consumers.

Although the I+ # -) showroomI is one of the famous shop for men,

women and kids wear it has not covered the entire customers of )himoga.

nly two third of the customer are aware of this shop. &t shows the lack of

advertisement. #he firm should concentrate on this aspect.

Ma'ority of the customers of + # -) 'eans are satisfied with the price

!uoted by the + # -) company. 9ut it should analyse the pricing

policy for the better sales.


76/87

CHAPTER0;

SUGGESTIONS AND CONCLUSION



77/87

S //$)t"on)

Prod !t:

+ # -) 'eans is the leading company in braded and designer

garments, and te"tile manufacturing of our country. &t has earned a very good

name and popularity in the world of + # -) eans and shirts are giving

good results for them. #herefore almost every consumer is satisfied with the

results. #he following are some of the suggestions for achieving better

performance of + # -) eans and increase the sales in the future4

#he manufacturers have to put more efforts on maintaining and

improving the !uality of + # -) eans. #hey should see that the

produts manufactured is of good !uality.

#he + # -) is e"pected to increase its distributing channels and

should also keep supplying the goods in time re!uired by the dealers what

ever they demand.

lnspite of its good !uality . &t is observed that the + # -) eans have

good popularity and there is a lot of demand in the market as compared to

others.


78/87


79/87

)ales promotion is an important instrument lubricate the marketing

efforts. #he promotional strategy taken up by the company is !uite satisfactory.

#he sales agents visit the dealers once in a while, this mainly to assess dealers

if any.

#hus, the general conditions of the promotion and distribution of

producers as well as dealers are !uite satisfactory. #here are some further

suggestions for improvements4

#he proper sales promotional activities should be taken in order to

increase buying response by ultimate consumers and also to improve

market share of + # -).

Attractive advertisement through all the media of advertising is very

necessary in order to increase the usage rate of present consumer and also

to meet the completion.

;romotional measures such as contents, price, coupons, premium should

be attached to sales.

)neha /ollection should also take greater care for local advertising,

regular is to be given in local newspaper some promotional measures have

to be provided for customers who buy in bulk.

#he dealer should improve the display of the product. )o that the

consumers will be attracted towards the product. Also, the dealer should

highlight the product compared to other products.

;ublic relations have now become an important marketing function.

*ffective marketing communication is not possible without establishing and

maintaining natural understanding between the company and its customers.



80/87

A bright image of the product is created and maintained only by public

relations.

#he marketing practitioner finds that the customer wants the delivery of

their products at right place, at the right time and in right !uality. #he

ingredients of marketing mi" serve as product, price and promotion constitute

the first half of marketing.

#he distribution logistic inputs is termed as the other half of the

marketing concept or customer oriented market planning. As for as the

distribution, manufacturers have got dense network of distribution. #he dealers

are !uite satisfactory about the general conditions of distribution of products.

Con!. )"on

#he suggestions given here in this pro'ect report is based on the

suggestions and e"perience of customers to whom the product ultimately

reaches.

/ustomers satisfaction is the ultimate motto of every business.

#herefore orientation of marketing is entirely necessary for maintaining and

increasing the market share of any type of business. #his can be achieved by

directly managerial, productive and marketing activities to awards preference

of the customers. >or this achievement competitive efficiency increases in

!uality, decrease in cost of production is essential.

&n this present competitive market, the consumers have been described

as the IkingI. #hus it is very essential that every manufacturer should

manufacture those products and services that satisfies present needs of the

consumers. consumers orientation is of immense importance for image for

creating and maintaining the brand image in the minds of the consumers. )ince



81/87

the sales of te"tiles is being seasonal and due to some other technical reason,

the. company could not reach its usual profit percentage.

&t may be concluded that the suggestions arrived that after the survey

should be adopted by the readymade garment industry to achieve higher benefit.

>urther most of the respondents feel that readymade menHs wear saves

time as customers are giving importance to latest design and better !uality

clothes. #he manufacturer of readymade menHs wear has to adopt above things.



82/87

Ann$< r$

2 $)t"onn*"r$

="+."o/r*#&'



83/87

CONSUMER 2UESTIONNAIRE

ear respondents,

&, Madhu +umar -.G student of >inal year 99M, r. Ambedkar

/ollege, )himoga conducting a $/onsumer attitude towards Feadymade

Darments with reference to +outons eans, a case study )neha collection,

)himoga% as a part of my management course. & shall be grateful if you canspare a few minutes to answer this !uestionnaire.

#hanking you,

1. -ame 4

2. Age 4

(. Address 4

3. ccupation4

5. Maritial )tatus4

cB *mployee B dB thers B

6. )e"4

aB Male B bB >emale B

7. &ncome 0evel4



84/87

bB 5CCC to 1CCCC B dB Above 15CCC B

8. =hich garments do you use moreR

Ges B -o B

&f yes, whyR

cB *asy to wear B dB 9etter fittings B

1C. =hich type of te"ture do you like mostRaB /otton

B bB )ynthetic B

cB 9oth B

11. =hich category do you generally use mostR

aB 9randed B bB nbranded. B

12.


85/87

15. o you use + # -) eansR

Ges B -o B

&f yes, whyR

cB urability B dB )pecial offers B

&f -o, whyR

aB ;oor Suality B bB -o alternative colours B

cB


86/87

18. o you think there is wider choice of + # -) eansR

Ges B -o B

1:. o you think promotional measures are necessary for the improvement of

sale of + # -) eansR

Ges B -o B

2C. Gours suggestions TTTTTTTTTTTTTTTTTTTTTTTTTTTT

;lace4

ate4

)ignature



87/87

=I=LIOGRAPHY

&nformation from )neha /ollection

9ooks 4

Marketing Management E +. 9asava

Marketing Management U )herlekar

Modern Marketing Management U -air, ;aul

*ncyclopedia

&nternet websites

www.+ # -).com

www.google.com
http://www.spykar.com/http://www.google.com/http://www.spykar.com/http://www.google.com/

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Koutons JEANS