Internship Report on the Company Overview of

Project Report on

The Survey on Linen Ethnic Wear in Women’s Category

Submitted by:

Vishal Kumar Singh

Institute of Engineering & Management, Kolkata

As a Partial fulfilment for the Degree of

Masters of Business Administration

(Approved by AICTE, Govt. of India)

2016-2017

Name: Vishal Kumar Singh Under the Guidance of

Batch : 2015 – 2017 Mr. Atul Verma

Asst. Vice President

Flax Marketing Dept.

Jay Shree Textiles, Rishra,

Aditya Birla Group

1

INSTITUTE OF ENGINEERING AND MANAGEMENT

D1, Sector V, Saltlake Electronics Complex

Kolkata 700091

CERTIFICATE

This is to Certify that the Project Work entitled “Survey on linen ethnic wear in Women’s Category” is a bonafide Work Carried out by Vishal Kumar Singh, a Candidate of the MBA(2015-17)

Institute of Engineering and management, Kolkata under my guidance and direction.

Signature

Prof. Swati Mukherjee

Institute of Engineering & Management.

Kolkata

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Acknowledgement

I express my Heartiest Gratitude to Jaya shree Textiles, Rishra to giving me an opportunity to make this project on “ Survey on Linen Ethnic wear in women’s Category”, where i got to learn so much things about the textile garments. I thanks to the Dept. of Flax yarn Marketing For finding time for me in their busy schedule and proving with their valuable guidance for doing the project.

I am also thankful to Mr. Atul Verma and Mr. Vinay tiwari of Linen Yarn Dept. for allowing me to do internship in his Department and constantly guiding me with their aspects of Marketing Research, without them the completion of the study would not be possible. I would also pay my gratitude to Mr. Manoj Tiwari and Miss. Ria Chanda for guiding me in throughout our internship tenure.

I thank those entire retail outlets where i carried my survey which is Biba, Fab india, Adi Mohini Mohan Kanjilal, Indian Silk house, Jhoomar, Khadder, Gatha, and Ethnicity.

I am also thankful to My institute that is “Institute of Engineering and Mangament” for giving us with the opportunity to do our internship in the prestigious organisation jaya shree Textiles, Under the Brand Aditya Birla Group.

Last i am also thankful to my Mentor Swati Mam for her guidance and answering and clearing my doubts.

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EXECUTIVE SUMMARY

Introduction

For betterment individual surveys are done to analyse the consumer behaviour in the Linen ethnic wears in the Women’s Category. For this a random sampling of more than 100 respondents were done, out of which 35 respondents came out to be the current buyers/users of linen ethnic wears. Rest of the 65 respondents are non buyers and non users of linen ethnic wears in the women’s category. A detailed structure of each of the surveys and their respective analysis are described below:

Research objective:

Primary Research Objectives:

To do an analysis on the consumer behaviour of women buying linen ethnic wears on the basis of the following:

o Demographic details of the consumerso Purchase destinations of their linen ethnic wearso Frequency of purchase of their linen ethnic wearso Factors affecting their buying decisionso Purpose of their buying of linen ethnic wearso Spending on the linen ethnic wears in the past 24 monthso Time of purchase preferred by themo Preferences of styles and designs of the linen ethnic wearso Reasons for preferring linen ethnic wears

Secondary objectives:

o To know which brands/retail stores are offering linen ethnic wears in the women’s category.

o To design a promotional strategy that may be devised to increase the sales of linen ethnic wears in the women’s category even further.

Research Methodology:

o Sample Size: 50o Research design: This is an explanatory research type. Structured

questionnaires are made keeping in mind about the various as aspects

4

of consumer behaviour. The survey is carried out in the various retail outlets and shopping malls of Kolkata.

o Source of data: The sources of data are primary in nature. The information about the various aspects of consumer behaviour mentioned above are gathered by filling up structured questionnaires by the consumer of linen ethnic wears themselves.

o According to the coverage: Micro studyo Scope of Research: I have done a survey on linen ethnic wear in the

women’s category in both retail consumer level. The survey was carried in the different retail stores and malls in Kolkata. This section of survey includes the analysis of consumer behaviours who are currently buying linen ethnic wears.

o Limitations of the research: Due to time Constraints and Geographical constraints, the data collected for making the project report for the market survey is done in Kolkata only.

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TABLE OF CONTENTS

SL. NO CONTENT Page No.

1 Chapter 1 : Introduction

8 - 9

10 – 11

12

13

14 – 17

15

16

17

17

18

19

20 - 21

22

22 – 26

27 – 28

1.1 About Aditya Birla group

1.2 About Jaya shree textiles

2

3

4

5

Chapter 2 : Company Overview of Jaya shree textiles

2.1 Layout of JST

2.2 Organization Structure

2.3 Functioning and Process

2.3.1 Types of Material handling in the Company

2.3.2 Elements of supply chain of the Company

2.3.3 Movements of goods from Suppliers to customers

2.4 Business Environment

Survey on linen Ethnicwear Market of Women’s Category in Kolkata

Literature Review

Findings and Analysis of the four Surveys Conducted

5.1 Introduction

5.2 Analysis for the buyers of linen ethnic wear

5.2.1 Frequency, Percentage and Pie Chart

5.3 Introduction

5.4 Analysis of female Customers not buying Linen ethnic

6

wear

5.4.1 Frequency, Percentage, and Pie chart

5.5 Introduction

5.6 Analysis of stores keeping Linen ethnic wear

5.6.1 Frequency, Percentage and Pie chart

5.7 Introduction

5.8 Analysis of stores not keeping Linen ethnic Wear


5.9 Conclusion & Recommendation

Annexure

Questionnaires

Workings

References

29

29 – 35

36 – 37

38

38 – 47

48 – 49

50

50 – 57

58

59 - 62

59

60 – 62

62

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INTRODUCTION TO JAYSHREE TEXTILES

1.1 About Aditya Birla Group

A US $30 Billion Corporation, the Aditya Birla Group is in the league of fortune 500. It is anchored by an extraordinary force of 1,30,000 employees, belonging to 30 different nationalities. In the year 2009, the group was ranked among the top six great places for leaders in the Asia Pacific region, in a study conducted by Hewitt Associates, RBL group and fortune Magazine.

Globally, the Aditya Birla Group is:

Over 60 Percent of the group’s revenues flow from its Overseas Operations. The group operates in 25 countries- India, UK, Germany, Hungary, Brazil, Italy, France, Luxembourg, Switzerland, Australia, USA, Canada, Egypt, China, Thailand, Laos, Indonesia, Philippines, Dubai, Singapore, Myanmar, Bangladesh, Vietnam, Malaysia, and Korea.

A metals Powerhouse among the world’s Most cost Efficient Aluminium and copper Producers. Hindalco-Novelis is the largest Aluminium rolling company. It is one of the three biggest producers of primary producers of primary aluminium in Asia, with the largest single location copper smelter.

No 1 viscose staple fibres

The fourth largest producer of insulators

The fourth largest producer of carbon black

The 10th largest cement producer globally and largest in india

Among the best energy efficient fertiliser plants

In India:

Largest premium branded apparel company

The second largest producer of viscose filament yarn.

The second largest in the chlor alkali sector.

Among the top five cellular operators Among the top 10 Indian BPO companies by revenue size Among the top five asset Management and private sector life insurance

companies

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Among the top three supermarkets chains in the retail business.

Rock solid in fundamentals, the Aditya Birla Group nurtures a culture where success does not come in the way of the need to keep learning afresh, to keep nurturing.

Beyond Business:

Transcending business for over 50 years now, the group has been and continues to be involved in meaningful welfare driven initiatives that distinctly impact the quality of life of the weaker sections of the society in India, south east Asia and Egypt.

In India the group’s social projects span 2500 villages. It reaches out to six million people annually through the Aditya birla centre for community initiatives and rural development, spear headed by Mrs. Rajshree Birla. Its focus is health care, education, sustainable livelihood, infrastructure and espousing social causes.

The group runs 42 schools, which provide quality schools education to over 45,000 children in India’s interiors. Of these 18,000 children receive free education. An additional 8,000 students receive merit scholarships. Likewise at its 18 hospitals in India, more than 500,000 patients are given extremely subsidised medical care.

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1.2 About Jaya shree textiles

Jaya shree textiles, a unit of Aditya Birla nuvo ltd, is situated in rishra, Hooghly and is India’s first integrated textile manufacturing unit to bag the coveted ISO 9001:2000, ISO 14001, OHSAS18001 and SA certifications for their commitment and excellence in production and quality. Setting benchmarks in linen, jayashree textiles strives for excellence, matching the quality standards of the Raffaela Palmieri have enriched the design value and have made linen club fabrics the preferred choice of connoisseurs worldwide.

It is a multi-product conglomerate with a turnover of US$ 413 million for FY 2006. Jaya shree Textiles sells its product in over 50 countries, spanning all the six continents of the world. Jaya shree believes that sincere and commited effort is the only route to prosperity and long term growth. Quality is the main criteria in each of the activities pursued by jaya shree.

Vision

To be a premium global conglomerate with a clear focus on each business.

Mission

Jaya shree as a part of the Aditya Birla group, seeks us to make it’s presence felt globally as reliable suppliers of top quality yarns, fabrics and garments for chosen market segments. The main of this organisation is to ensure total customer satisfaction through a thrust on quality, rapid modernisation and expansion by synergising the advantages of the multinational and diversified product- mix of the entire group. Jaya shree wishes to build its reputation as a caring organisation, utilising all its resources through team work and continuous emphasis on human resource development, knowledge integration, system perfection and research and development.

“ To be a preffered supplier of wool tops, flax yarns, worsted yarns & fabrics to chosen market segments and provide total customer satisfaction through thrust on cost quality, speed and innovation”

GROUP VALUES

Jaya shree Textiles is commite to the group values:

Integrity Commitment Passion Seamlessness Speed

All the staff members has been covered through workshops to give complete insight of the group Values.

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These values provide a strong foundation on which our practices and business decisions are based.

CERTIFICATIONS

ISO 9001: 20008 Accreditation for all the four divisions Environmental Management system planned (ISO 14001) Occupational health And safety management ( OHSAS 18001) Systems Social Accountability ( SA 8000) Oeka-tex 100 for linen yarn and worsted yarn.

PRODUCTS

Jaya shree produces a wide variety of products which include:

Linen yarns – Made up of the finest quality of west European flax. Serves weaving, knitting and industrial purposes.

Worsted yarns – Spun from the best of class merino wool for weaving, knitting, upholstery applications.

Fabrics – Wide range of pure linen and linen blends for the elite world. Flame retardant fabrics for apparel, industrial and defence use.

Wool tops – Finest quality merino wool from Australia is processed is to wool tops of world class quality.

AWARDS

Second prize in textile sector , national energy conservation award – 2004 given by the ministry of power, government of India.

First Prize by the government of india for best energy conservation measures Short listed amongst the best performing industries by the west Bengal pollution

control board Special award from the synthetic & Rayon textile export promotion council for

highest export of polyster spun yarn for the fourth consecutive year.

Aditya birla nuvo Ltd is a diversified conglomerate and the platform that has launched many new businesses for india’s premier business house, the group known as Aditya Birla Group.

As a leading player, Aditya birla nuvo ranks as :

India’s second largest producer of viscose filament yarn ( VFY) Country’s largest premium branded apparel company The largest producer of carbon black Largest manufacturer of linen fabric in india Among the most energy efficient fertilizer plants India’s largest and the world’s fourth largest producer of insulators.

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CHAPTER – 2

2.1.1 Layout of Jaya Shree Textiles (JST) plant

JST ENTRANCE

Plant gate

Worsted gate

12

20 FT. factory road

20 FT. factory road

RRL Godown Worsted plant and godown

Dye house

Fabric Flax spinning plant-1

Processing

& W/H, Weaving Wool Comb

Plant-2 Plant-1

Power Pond Excise Wool Engg. Dept.

House Godown Comb Training

Plant-2 Centre

Greasy wool Purchase Fibre

Store

Yarn godown-

8

Flax-2

Spinning

Plant

Weaving Gray Hank Flax Yarn godown (faddish)

Plant -1 Inspection Dye house Spinning-3 flax fibre and Yarn godown

Warehouse

Main office

Design studio

Gate closed

2.2 Organization structure

SBU : Strategic Business Unit

HOD : Head of Department

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Business Head (textiles, Acrylic

CEO - Domestic textiles

GBTL (Gravis Bhavani textiles Ltd.)

VW (Vishal Wools) JST (Jaya Shree Textiles)

Unit Head Unit HeadUnit Head

SBU SBU (Fabric)SBU (Fabric)SBU (Yarn)

Production Marketing

HOD (Plant-

Area in-charge Area in-chargeArea in-charge

HOD (plant-HOD (Plant-

FLO (Front level officer)

Production Manager

Senior officer

Semi staff Semi staff Officer

Workman

Workman Workman Semi staff

2.3 Functioning and Process

Jaya Shree Textiles is known for its Linen yarn, Linen Fabric, Worsted yarn and wool

business. It has four different department for four products. All four department works

separate and independent (headed by their SBU (segregated Business unit) Head. Though all

are under Jaya Shree Textiles, they buy and sell their products to other departments so as to

keep clarity in accounting. For example, if yarn are given to fabric department and not sold

then at the time of accounting it will be treated as a loss as that amount of yarn will not be

accounted in in the sells account creating a gap between the amount of fibres imported and

amount of fabrics produced out of that. Therefore, to avoid such situations, the four

departments are treated as separate entities. Despite of these, all works for whole unit.

Departments of Jaya Shree Textiles

1. Linen Yarn department

2. Linen Fabric department

3. Wool top department and

4. Worsted Yarn department

2.3.1 Types of materials are handling in company

1. Raw Materials (Flax fibre, greasy wool, finished Linen yarn, Cotton, Polyester yarn,

Silk grey, Linen cotton grey etc.)

2. Work in progress (Finished Linen Yarn, wool top)

3. Finished goods (finished Linen Yarn, wool top, Worsted yarn, Linen Fabric)

2.3.2 Elements of supply chain of Company

Suppliers Company imports raw materials from different countries.

1. Flax fibre- Belgium, France (Europe)

2. Greasy wool- Australia, New Zealand, South Africa.

3. Finished flax yarn- China.

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Also, imports Yarns like Linen/Cotton (50/50, 55/45, 40/60), Cotton compact grey, Glitter,

Polyester yarn, N.M Silk Grey, Silk dyed, Semi-Bleach Linen Yarn, FR Dyed, FR polyester,

Mod acrylic dyed, DN yarn, Linen dye mix. Etc.

2.3.3 Movements of goods from end suppliers to end customers.

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Suppliers (Raw

Materials)

Yarn godown

Flax Spinning

Wool top

Godown

Transit

Transports

Transit

Godown no-11, 12,

13 (Flax

Godown no-1, 2 (Greasy

wool)

Wool combing

plant

Transit

Transit

Transit

TransportCustomers

Transports

z

Transporters There are numbers of local and National transporting and courier companies

which facilitates the services for many years to all over the country. They all have own rate

and charges for their services.

Transport facilities

Courier companies By Train Local transports By air

1.Gati KWE

2.Safe Express

3.Future logistics

1. Trans-force1.Om transport

2.VRL Logistic

3.ATC

4.New

Mahavir transport

5.Inland transport, etc.

1.Blue dart

2. First flight.

Manufacturer Jaya Shree Textiles manufactures a numbers of range of products of yarn,

wool and fabric. For yarn, company have three flax spinning plant which manufacture yarn of

different quality and range as per the demand of customers and production rate is 500

tons/month. For wool top, it has two wool comb plant which also, produces 500 tons of wool

top/month. For fabric, it has 179 numbers of loom. And produces 7.37 lakh meter/month.

Warehouses There are 17 warehouses (Godown) available in JAYASHREE TEXTILES.

Which stores Raw Materials (Greasy wool, Flax fibre, finished flax yarn (imported from

china), Finished Products (Wool top, worsted yarn, flax yarn, and Finished Fabric).

Table- Numbers of godowns

S. No Material No. of Godown

1. Flax Fibre Godown(R/M) 4

2. Yarn Godown 7

3. Fabric Godown 1

4. Greasy Wool(R/M) 1

16

Transit

Weaving, hank dye, fibre dye, job work, for sale

Grey inspection and

W/H

Fabric W/H,

Finishing &

TransitTransit

Fabric Godown no-5

z

5. Wool top Godown 2

6. Worsted yarn 2

Also, Company have a store in CWC (Central Warehouse Corporation) in Baghkhal (West

Bengal) and one store in Kolkata known as NBG.

Customers As a customers of company there are many small textile industries, fabric

companies, fashion houses, clothing companies, etc. to which JST exports Linen yarn, Linen

Fabric, Wool top, Worsted Yarn etc. Some known customer are- Raymond, Monte-carols,

Mohan collection, SV Fabrics, SV traders, Hemant textiles, Sad guru textiles, Change

overseas, AB-EBO etc.

2.4 Business Environment

Textile industry is among the first industries to be established in every country. Textile

industry is mainly focused on production of yarn, wool, fabrics and their distribution.

Similarly, Jaya Shree Textiles is primarily focused on the production of Linen yarn, Linen

fabric (cloth), wool and worsted yarn and their distribution whole over India and over 50

countries like U.K, Japan and South Korea etc.

Company is doing business in four different markets Linen Yarn, Linen Fabric, Wool top and

Worsted Yarn. This is the prime company who exports Linen yarn for industrial use, weaving

and knitting purpose. It has Product range like Natural yarn, bleached yarn and multifold yarn

for various purposes in industries. It produces 5,000 tons of yarn per year.

In wool business, Jaya Shree Textiles is the 5th largest wool Top making facility with 500

tons of production per month and giving the product range of 15.5 micron to 24 micron of

wool.

3rd largest worsted spinner in the world. Exporting to approx. 300 customer in domestic and

50 other countries.

In fabric currently, it is delivering 7.37 lakhs meter/month. The company has revolutionized

Indian textile market by popularizing “Linen” as high-end natural lifestyle fabric and

provided Indian fashion industry an international edge with its product portfolio offering

exotic designs to suit all occasion, seasons and regions through its brand “Linen club”, using

100% Linen Yarn made in Jaya Shree Textiles.

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Survey On Linen Ethnic Wear in Women’s Category in Kolkata

As on June – August 2016

18

Chapter 4

Literature Review

Ethnic wear comprises 75% of the total women’s wear market. It is a dominant contributor and will continue to grow at an optimistic 9.3 %. This category offers a unique blend of comfort and fashion to the consumer making it the preferred apparel for most occasions. Although sarees have the largest share of 53% within the segment, the salwar kameez category will be the primary driver of its growth. The salwar kameez category will be the primary driver of its growth. The salwar kameez category contributes almost 38% to the overall ethnic wear market and is growing at 10.8 %. The preference for salwar kameez and sarees is a regional choice in the northern regions of India, it is the preferred apparel for both regular and festive occasions as it has been a traditional garment across generations while other regions also prefer sarees for special occasions. Thus the focus tends to be on comfort fabrics such as cotton with mid fashion quotient.

Surprisingly, a recent study on average trading density (Sales per sq ft per month) across organised retail formats ranks traditional ethnic fashion almost double that of western fashion brands such as Biba, Global desi has an average trading density of Rs. 1600 Psfm compared to Rs. 900 Psfm for national Western fashion brands and Rs. 850 Psfm for international labels. This only shows that although the market has shrunk but it yet enjoys power over western dressing.

Overall, the increasing number of women with in the working force, coupled with the knee desire to experiment, leads to an increase in the acceptance of contemporary ethnic wear with trendy and comfort elements. Key trends of mix and match fashion, vibrant prints, minimalistic embroidery, comfort at smart pricing, and easy accessibility are visible across India. The mid – premium range across pricing and product offerings with an optimum mix of RTW, RTS and sarees with in the ethnic wear category, coupled with an enhanced shopping experience, will increasingly lead to a high preference among consumers and the success of ethnic wear players.

Traditional hand woven khana material is the choli or blouse material with extra warp dobby figures, which is form rural parts of northern Karnatka. There was a great need for diversification of its utility to suit the contemporary urban consumers. Therefore, the researcher has put forth the efforts in designing variety of elegant diwan sets, viz , block, crazy log cabin , mosaic and tucked patch worked bed linens and has selected this mode for linking submerged rural art to the cosmopolitan urban customers. These newly designed diwan sets made of traditional hand woven khana material embilished with tribal hand embroideries will become the latest fashions to suit the trendy market and will further open a new vista for khana material to be used in home textiles.

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For those coming from the ethnic backgrounds known as Czech and Slovak, a larger linen shawl and a matron’s cap surface as ethnic social indicators.

Chapter 5

Analysis

5.1 Introduction

To separate, individual surveys are done to analyse the consumer behaviour in the linen Ethnic wears in the women’s category. For this a random sampling of more than 100 respondents were done, out of which 35 respondents came out to be the current buyers/users of linen ethnic wears. Rest of the 65 respondents are non buyers and non users of linen ethnic wears in the women’s category. A detailed structure of each of the surveys and their respective analysis are described below:

Research objective:



o Demographic details of the consumerso Purchase destinations of their linen ethnic wearso Frequency of purchase of their linen ethnic wearso Factors Affecting their buying decisionso Purpose of their buying of linen ethnic wearso Spending on the linen ethnic wears in the past 24 monthso Time of purchase preferred by themo Preferences of styles and designs of the linen ethnic wearso Reasons for preferring linen ethnic wears





o Sample Size: 15

20

o Research design: This is an explanatory research type. Structured questionnaires are made keeping in mind about the various as aspects of consumer behaviour. The survey is carried out in the various retail outlets and shopping malls of Kolkata.

o Source of data: The sources of data are primary in nature. The information about the various aspects of consumer behaviour mentioned above are gathered by filling up structured questionnaires by the consumer of linen ethnic wears themselves.


women’s category in both retail consumer level. The survey was carried in the different retail stores and malls in Kolkata. This section of survey includes the analysis of consumer behaviours who are currently buying linen ethnic wears. Data are statiscally analysed by the help of the software SPSS.


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5.2 Analysis of consumer behaviour for the buyers of linen ethnic wears

5.2.1 Frequency, Percentage and Pie charts

Age group of women buying linen ethnic wears

Valid (Age) Frequency Percent Valid Percent Cumulative Percent

16 – 2526 – 3536 – 45

46 and above

Total

109256

20.018.050.012.0

20.0 18.0

50.012.0

20.0 38.0

88.0100.0

50 100.0 100.0

16 – 2526 – 3536 – 4546 and above

22

Majority of the women under the survey conducted are of the age group 36 – 45 years and above. This may imply that the perceived value of linen ethnic wears is more to the comparatively elderly women then the younger women.

Annual income in INR of women buying linen ethnic wears

Value Frequency Percent Valid percent Cumulative Percent

3 lakhs3 – 5 lakhs5 – 7 lakhs7 lakhs and

aboveTotal

10181210

20.036.024.020.0

20.036.024.020.0

20.056.080.0100.0

50 100.0 100.0

3 lakhs3 – 5 lakhs5 – 7 lakhs7 lakhs and above

Majority of the women under the survey have the annual income of 3 – 5 lakhs and above. This may imply that the linen ethnic wears are bought by the women having a comparatively

23

higher disposable incomes. On the other hand, it may also imply, that the perceived value of the linen ethnic wear are more to the women of higher income brackets

Educational qualification of women buying linen ethnic wears

Valid Frequency Percent Valid percent Cumulative percent

UndergraduateGraduate

Post graduateProfessional qualification

Total

21424

10

4.028.048

20.0

4.028.048

20.0

4.032.080.0

100.050 100.0 100.0

UndergraduateGraduatePost graduateProfessional qualification

24

Majority of the women under the survey conducted are post graduate. This may imply that the perceived value of the linen ethnic wears is more to the more educationally qualified women reflecting that linen ethnic wears are still for a niche market where people are more aware of the fabric types, properties, and their possible advantages.

Occupation of women buying linen ethnic wears


StudentService

BusinessHome maker

Self Employed

Total

81612104

16.03224

20.08

16.03224

20.08

16.04864

84.092.0

50 100 100

StudentServiceBusinessHome makerSelf Employed

25

Majority of women under the survey conducted are financially independent. Majority of the them are doing services followed by business. This shows that this group of women has with higher disposable incomes. Students who mostly buy there necessities from their limited allowances provided by their guardians are not able to buy linen ethnic wears frequently. Homemakers and self employed women have lower disposable incomes and thus spend less on linen ethnic wears.

Purchasing destination of women buying linen ethnic wears


Shopping mallsExclusive brand

outletsOnline

Total

10

18 2

20.0

364

20.0

364

20.0

5660

20 60 60 136

Shopping mallsExclusive brand outletsOnline

Majority of them are buying the linen products either from exclusive brand outlets, or from both exclusive brand outlets and shopping malls. This may signify that they know exactly from where to buy reflecting their high brand loyalty. On the other hand, it also reflects that the purchasing destination effects their buying decisions. As they may feel the perceived

26

quality of the product is higher if bought from an exclusive brand outlets or a shopping mall. A very few women are currently buying from online shopping sites may be due to the less number of brands available selling linen ethnic wear in women’s category. Also, it may imply that women prefer a touch and feel experience when they are buying an expensive apparel.

5.3 Introduction

Research objective:



o Demographic details of the consumerso Purchase destinations of their linen ethnic wearso Frequency of purchase of their linen ethnic wearso Factors effecting their buying decisionso Purpose of their buying of linen ethnic wearso Spending on the linen ethnic wears in the past 24 monthso Time of purchase preferred by themo Preferences of styles and designs of the linen ethnic wearso Reasons for preferring linen ethnic wears





o Sample Size: 50o Research design: This is an explanatory research type. Structured

questionnaires are made keeping in mind about the various as aspects of consumer behaviour. The survey is carried out in the various retail outlets and shopping malls of Kolkata.

o Source of data: The sources of data are primary in nature. The information about the various aspects of consumer behaviour

27

mentioned above are gathered by filling up structured questionnaires by the consumer of linen ethnic wears themselves.


women’s category in both retail consumer level. The survey was carried in the different retail stores and malls in Kolkata. This section of survey includes the analysis of consumer behaviours who are currently buying linen ethnic wears.


28

5.4 Analysis of consumer behaviour of women not buying linen ethnic wears


Age group


16 – 2526 – 3536 - 45

46 and above

Total

21495723

14.032.738.015.3

14.032.738.015.3

14.046.784.7100.0

150 100.0 100.0

16 – 2526 – 3536 - 4546 and above

29

Majority of the people who are not wearing linen ethnic wears are above the age group of 36 – 45 yrs. Although most of the respondents falling under this age group wear ethnic wears frequently, but they are not wearing linen ethnic wears currently, the various reasons for which they are not wearing linen ethnic wears are explained later.

Annual salary range in INR

Valid Frequency Percent Valid Percent Cumulative Percent

≤ 3 lakh3 – 5 Lakhs5 – 7 Lakhs7 lakhs and

above Total

497024

7

32.746.716.0

4.7

32.746.716.0

4.7

32.779.395.3100.0

150 100.0 100.0

≤ 3 lakh3 – 5 Lakhs5 – 7 Lakhs7 lakhs and abov

30

Majority of the people who are not wearing linen ethnic ears have their annual salary range below 5 lakhs. This may imply that linen is perceived by majority of the people as an expensive apparel section and as many other varieties of ethnic wears in the women’s section are already available in the market at a comparatively lower price, they buy the non linen ethnic wears.

Educational Qualification


UndergraduateGraduate

Post GraduateProfessional Qualification

Total

24890

12

1.330.760.0

8.0

1.330.760.0

8.0

1.332.092.0

100.0150 100.0 100.0

UndergarduateGraduatePost GraduateProfessional Qualification

Majority of the People who are not wearing Linen Ethnic wears are post graduates followed by graduate and women having professional qualifications. This may imply that there is a lot of scope especially for especially for the post graduates to be the potential customers of linen

31

ethnic wears as it is seen from the survey conducted for the buyers of linen ethnic wears that this section of people pay more attention to the eco friendly, organic fibres. Therefore , with the proper promotional strategies, many such post graduates with higher disposable incomes could be converted in to linen ethnic wear loyalists.

Occupation


StudentService

BusinessHomemaker

Self Employed

Total

1669153218

10.746.010.021.312.0

10.746.010.021.312.0

10.756.766.788.0100.0

150 100.0 100.0

StudentServiceBusinessHomemakerSelf Employed

Majority of the People who are not wearing Linen ethnic wears are service holder. This may imply that there is a lot of scope women who are financially independent and have a higher disposable income to become the potential customers of linen ethnic wears as it is seen from

32

the survey conducted for the buyers of linen ethnic wears that this section of people explore many a ways to maintain a social status. Therefore, with proper promotional strategies, many such women with higher disposable income could be converted in to linen ethnic wear loyalists.

Kinds of Ethnic wear


KurtiSaree

Saree + KurtStoles + Kurti

Stoles + Kurti + Saree

Fusion WearsTunic + Kurti

KaalidaarsKaalidaars +

KurtiSalwar suits

Saree + Salwar Suits

Fusion apparel + stole + Kurti

Total

711762

7915

213

11

6

47.311.3

41.3

4.76.0.73.3

1.38.7

7.3

4.0

47.311.34.01.3

4.76.0.73.3

1.38.7

7.3

4.0

47.358.762.764.0

68.774.775.378.7

80.088.7

96.0

100.0

150 100.0 100.0

33

KurtiSareeSaree + KurtStoles + KurtiStoles + Kurti + SareeFusion WearsTunic + KurtiKaalidaarsKaalidaars + KurtiSalwar suitsSaree + Salwar SuitsFusion apparel + stole + Kurti

Majority of the women who are currently not buying linen ethnic wears currently, prefer kurtis the most in the ethnic wears followed by sarees and stoles. Therefore, in order to convert some of this group in to the potential buyers of linen ethnic wears, the brands offering linen wears should focus more on Kurtis and Sarees as to increase the amount of sales further.

Reasons for not wearing linen ethnic wears in women’s category

1. Linen is Costlier than cotton


Strongly agreeAgreeNeither agree nor disagreeDisagree

Total

2267

4615

14.744.7

30.710.0

14.744.7

30.710.0

14.759.3

90.0100.0

150 100.0 100.0

2. People are not at all aware of linen ethnic wears


34


Total

949

4935

6.0332.7

32.723.3

6.0332.7

23.332.7

6.038.7

71.3100.0

150 100.0 100.0

3. Preference of synthetic materials than linen



Total

1525

7128

10.016.7

47.318.7

10.016.7

47.318.7

10.026.7

81.3100.0

150 100.0 100.0

4. Less Variety of Linen Ethnic wears



Total

1147

4930

7.331.3

32.720.0

7.331.3

32.720.0

7.338.7

71.0100.0

150 100.0 100.0

5. Linen is difficult to maintain

35



Total

643

956

4.028.7

63.34.0

4.028.7

63.34.0

4.032.7

96.0100.0

150 100.0 100.0

6. Linen is expensive



Total

1950

6710

12.733.3

44.76.7

12.733.3

44.710.0

12.746.0

90.7100.0

150 100.0 100.0

5.5 Introduction

This part of survey is done on the retail level on Linen Ethnic wears in the women’s category. This is again done in two separate individual surveys depending upon whether they are keeping linen ethnic wears in their stores/ brands or not . 26 stores are surveyed in Kolkata, out of which 16 stores came out to be those stores which are currently not keeping linen ethnic wears in their stores. Rest of the 10 stores are keeping linen ethnic wears in their stores.

This part of the survey deals with the research design and analysis for the stores which are currently keeping linen ethnic wears in their stores. The stores are:

1. Fabindia2. Biba3. Prapti

36

4. Biswa Bangla5. Sarvottam6. Cotton world7. Tant Ghar8. Coloroso9. Byloom10. Anokhi

Research Objectives: Primary Research Objectives : To do an analysis on the linen ethnic wears

on the women’s category in the retail outlets/brands which are keeping linen products, on the basis of the following:

o Target market of the retail stores/brandso The types of linen ethnic wears the stores/brands are keeping

currently.o The best seller time of linen ethnic wears.o The best seller linen product typeo The best seller price range in which the linen ethnic wears are sold o The sources and form for their linen ethnic wears

Secondary objectives:o To know which brands/retail stores are offering linen ethnic

wears in the women’s category.o To design a promotional strategy that may be devised to

increase the sells of linen ethnic wears in the women’s category even further.

Research methodology :o Sample size : 13o Research design : This is an explanatory research type. Structured

questionnaires are made keeping in mind about the various aspects of linen ethnic wears. This survey is carried out in the various retail outlets and shopping malls of Kolkata.

o Source of data : The source of data are primary in nature. The information about the various aspects of consumer behaviour mentioned above are gathered by filing up structured questionnaires by the store people of linen ethnic wears themselves

o According to the coverage: Micro studyo Scope of research : I have done a survey on linen ethnic wear in the

women’s category in both retail consumer level. The survey was carried out in the different retail stores and malls in Kolkata. This section of survey includes the analysis of linen ethnic wears in the women’s category.

37

o Limitations of the research : Due to time constraints and geographical constraints, the data collected for making the project report for the marked survey is done in Kolkata only.

1. 1

5.6 Analysis done on the basis of the survey conducted for the stores keeping linen ethnic wears in Women’s Category


Types of ethnic wears the stores are keeping currently


38

SareesRMG

Sarees+Stoles+RMGRMG+Stoles

Total

6241

46.215.430.87.7

46.215.430.87.7

46.261.592.3100.0

13 100.0 100.0

SareesRMGSarees+Stoles+RMGRMG+Stoles

In most cases the types of linen women ethnic wears the stores keep are sarees followed by a combination of sarees, stoles and RMG. RMG includes kurtis and tunics mainly. This shows that the demand for the linen products are highest in sarees (46.2%) followed by RMG’s From the stores point of view, it is easier for them to stock and maintain unstitched linen products, which does not require the wide range of sizes of garments to be kept.

Price range in INR of linen ethnic wears in women’s category


39

˂50005000 – 7000

˃9000˂5000+5000-7000

˂5000 + 7000 – 90005000 – 7000 +7000-

90007000 – 9000 + ˃9000

Total

31142

11

23.17.77.730.815.4

7.77.7

23.17.77.730.815.4

7.77.7

23.130.838.569.284.6

92.3100.0

13 100.0 100.0

˂50005000 – 7000˃9000˂5000+5000-7000˂5000 + 7000 – 90005000 – 7000 +7000-90007000 – 9000 + ˃9000

The Price range in which the stores keep their linen women ethnic wears most frequently is below 5000INR to 7000INR (30.8%) followed by only below 5000 INR. From 5000 INR – 7000 INR the products are mostly pure linen, linen silk and linen cotton blend handloom sarees. The RMGs are generally below 5000 INR. The kurtis and tunics of price range below 3000 INR are mostly in solid colours with wooden/fabric buttons may or may not be attached with it. The kurtis of the price range 3000 INR and above are mostly with some embroideries on it(satin stitch and kantha stitch.

Age group of the target customers in Linen Ethnic wears in women’s category


40

31 – 3525 – 30 + 31 – 3531 – 35 + 36 – 40

31 – 35 + ˃ 4036 – 40 + ˃ 40

25 – 30 + 31 + 35 + 36 – 40 + ˃ 40

31 – 35 + 36 – 40 + ˃ 40

Total

22511

1

1

15.415.438.57.77.7

7.7

7.7

15.415.438.57.77.7

7.7

7.7

15.430.869.276.984.6

92.3

100.0

13 100.0 100.0

31 – 3525 – 30 + 31 – 3531 – 35 + 36 – 4031 – 35 + ˃4036 – 40 + ˃4025 – 30 + 31 + 35 + 36 – 40 + ˃4031 – 35 + 36 – 40 + ˃40

The customers who come for buying linen ethnic wears fall in the age group in 31 – 40 years followed by only the age group above 40 yrs.

Frequently sold linen ethnic wears


41

SareeRMG

RMG + Stoles

Total

661

46.246.27.7

46.246.2

7.7

46.292.3100.0

13 100.0 100.0

SareeRMGRMG + Stoles

Though the most frequently sold women ethnic wear in linen are apparently equal in case of sarees and RMG (46.2 %) , in some of the stories besides this, a combination of RMG and stoles are the most frequently sold products, making the share of RMGs the highest.

This may imply that as the linen sarees are much more expensive than that of kurtis. The first time users of linen ethnic wear prefer RMGs ( Kurtis) as they are available in at a lower price.

Sourcing for the linen ethnic wears for different retail stores

Valid Frequency Percent Valid percent Cumulative Percent

42

ManufacturesManufactures + ExclusivendorsExclusivendors

+ own designing team

Total

2

1

10

15.4

7.7

76.9

15.4

7.7

76.9

15.4

23.1

100.0

13 100.0 100.0

ManufacturesManufactures + ExclusivendorsExclusivendors + own designing team

In the survey conducted, it is seen that the well known brands like BIBA, Anokhi, Fab India, Prapti, Cotton world, Rene, Sasya and Jashn they have their own designing teams who designs the products have manufacture the products accordingly. Also, they have exclusive vendors who supply the required product only to their respective brands and nowhere else. This is done on the basis of customer demands and the season( the ongoing trend)

Form of Purchasing for the retail stores

43


Dyed FabricsSarees/Stoles

RMG + Dyed FabricsFabric + Saree/Stoles

Total

3613

23.146.27.723.1

23.146.27.723.1

23.169.276.9100.0

13 100.0 100.0

Dyed FabricsSarees/StolesRMG + Dyed FabricsFabric + Saree/Stoles

The stores Purchase their Linen products on the basis of whether they have their own designing teams or not, Fab India has its own designing team therefore, for their Linen RMG’s they Purchase dyes fabrics from where RMG’s are made as per the decisions taken by the designing team. The stores that keep linen sarees and/or stoles they generally have their own exclusive vendors.

Form of Purchasing for the retail stores

44


˂50005000 – 70007000 – 9000

˃9000Total

10111

76.97.77.77.7

76.97.77.77.7

76.984.692.3100.0

13 100.0 100.0

˂50005000 – 7000 7000 – 9000˃9000

The best seller price range falls below 5000 INR. This is concurrent with earlier analysis, which says that the most frequently sold linen ethnic wear is RMGs (Kurtis) which fall in a lower price range as compared to sarees.

Best Seller Time for Linen Ethnic wear’s in Women’s Category

45


SummerThroughout the yearSummer + FestivalsSummer + Winter

Total

4351

30.823.138.57.7

30.823.138.57.7

30.853.892.3100.0

13 100.0 100.0

SummerThroughout the yearSummer + FestivalsSummer + Winter

The best seller time for the selling of women linen ethnic wears is summer (30%) and both during summer and festivals (38.5%). It implies that people buy linen mostly for their comfortable wearing.

Important Criteria of purchasing as observed by the retail stores for the customers

46


Styles and DesignesComfort + Styles &

DesignsComfort + Colour

Styles and Design + Colours

Comfort + Styles and Design + Colours

Price + Styles and designs + Colours

Total

1

31

5

2

1

7.7

23.17.7

38.5

15.4

7.7

7.7

23.17.7

38.5

15.4

7.7

7.7

30.838.5

76.9

92.3

100.0

13 100.0 100.0

Styles and DesignesComfort + Styles & DesignsComfort + ColourStyles and Design + ColoursComfort + Styles and Design + ColoursPrice + Styles and designs + Colours

The Combination of Most Important Criteria as observed by the stores for their customers for linen Ethnic wears are styles. Designs and colours of the garment, followed by a combination of comfort, styles and design and comfort, styles, design and colours of the garments. Therefore if a Single Criterion may be extracted from these mentioned criteria, the Most Important Criteria Would be the Comfort in a linen segment.

Blends of Linen with other types of fibers in the women’s category as offered by the different retail stores

47


100 % LinenSilk Linen

100 % Linen + Cotton Linen

100 % Linen + Silk Linen

100 % Linen + Cotton Linen + Silk Linen

Total

22

6

1

2

15.415.4

46.2

7.7

15.4

15.415.4

46.2

7.7

15.4

15.430.3

76.9

84.6

100.0

13 100.0 100.0

100 % LinenSilk Linen100 % Linen + Cotton Linen100 % Linen + Silk Linen100 % Linen + Cotton Linen + Silk Linen

In most of the stores the linen ethnic wears that keep are in the form of 100% Linen + Cotton Linen Blend (46.2%) followed by 100 % Linen, Linen silk Blend and 100 % linen, Cotton Linen and Silk blends.

5.7 Introduction

This part of survey is done on the retail level on Linen Ethnic wears in the women’s category. This is again done in two separate individual surveys depending upon whether they are keeping linen ethnic wears in their stores/ brands or not . 26 stores are surveyed in Kolkata,

48

out of which 10 stores came out to be those stores which are currently not keeping linen ethnic wears in their stores. Rest of the 16 stores are keeping linen ethnic wears in their stores.

This part of the survey deals with the research design and analysis for the stores which are currently keeping linen ethnic wears in their stores. The stores are:

1. Jhoomar2. Jashn3. Simaya4. Estri5. Tantuja6. Nine by Nine7. Adi Mohini Mohan Kanjilal and Sons8. Indian Silk House9. Handloom House10. Khadder11. Khadi Gram Udyog12. Banarasi Kuthir13. Adi Dhakeshwari Bastralaya14. Traders Assembly15. Gatha16. Ethnicity

Research Objectives: Primary Research Objectives : To do an analysis on the linen ethnic wears

on the women’s category in the retail outlets/brands which are keeping linen products, on the basis of the following:

o Target market of the retail stores/brandso The types of linen ethnic wears the stores/brands are keeping

currently.o The Non Linen Ethnic wear typeo The Price range in which the stores keep their no Linen ethnic

wears.o The most Important criteria that the stores may consider if they

decide if they decide to keep linen ethnic wears in their retail stores/brands in future.

Secondary objectives:o To know which brands/retail stores are offering linen ethnic

wears in the women’s category.o To design a promotional strategy that may be devised to

convert the potential sellers of linen ethnic wears in to actual sellers of linen ethnic wears in the women’s category.

Research methodology :

49

o Sample size : 16o Research design : This is an explanatory research type. Structured

questionnaires are made keeping in mind about the various aspects of linen ethnic wears. This survey is carried out in the various retail outlets and shopping malls of Kolkata.

o Source of data : The source of data are primary in nature. The information about the various aspects of consumer behaviour mentioned above are gathered by filing up structured questionnaires by the store people of linen ethnic wears themselves

o According to the coverage: Micro studyo Scope of research : I have done a survey on linen ethnic wear in the

women’s category in both retail consumer level. The survey was carried out in the different retail stores and malls in Kolkata. This section of survey includes the analysis of linen ethnic wears in the women’s category.

o Limitations of the research : Due to time constraints and geographical constraints, the data collected for making the project report for the marked survey is done in Kolkata only.

5.8 Analysis done on the basis of the survey conducted for the stores not keeping linen ethnic wears in the women’s category


50

Awareness about linen ethnic wears’s in the women’s category


NoYes

Total

89

47.152.9

47.152.9

47.1100.0

13 100.0 100.0

NoYes

According to the survey done, it shows that even though these stores are not keeping any linen women ethnic wear, majority of the stores (52.9%) are aware of the linen ethnic wears. Some of these stores are aware of linen women’s but they are not keeping any of those in their stores but they are keeping linen ethnic wears in the men’s category. The reasons for not keeping linen women’s ethnic wear are analyses in the following sections.

Number of retail stores which are keeping linen ethnic wears in men’s category but not in the women’s category


Men’s Wear 4 23.5 23.5 23.5

51

None

Total

13 76.5 76.5 100.0

17 100.0 100.0

Men’s WearNone

There are some stores which do not keep linen ethnic wear in the women’s category but they are keeping linen ethnic wears in the men’s category. This implies that these stores are very much aware of the linen products but as there is no significant demand in the linen ethnic wear in the women’s category and there are many other options are already available in terms of fabrics variety at a much lower price than linen, they are not keeping linen ethnic wears in the women’s category for the time being

These stores who are already who are already keeping linen products are potential stores for keeping linen ethnic wears in women’s category as well, provided the demand increases for such products from the customer’s end.

Reasons for not keeping linen in the different retail stores


52

Less AwarePreference of cotton

more than linen Others

Total

9

1 7

52.9

5.941.2

52.9

5.941.2

52.9

58.8100.0

17 100.0 100.0

Less AwarePreference of cotton more than linenOthers

Majority of the stores (52.9%) which do not keep linen ethnic wears in women’s category because they are less aware of the linen ethnic wears in the women’s category, followed by other reasons which may include decisions taken by the higher authorities of the stores which may or may not consider the possibilities of keeping linen in their stores ( Tantuja and Khadi Gram Udyog). Also, there are a lot of other types of fabrics like cotton, khadi, cotton silk, chiffon, georgette, crepe, brocade, velvet etc. and therefore the stores feel it is not required for them to keep an expensive fabric like linen which is to them similar to cotton (available at a lower price) in many ways.

Price range in INR in which the stores keep their ethnic wears

Valid Frequency Percent Valid Percent Cumulative

53

Percent˂3000

˂3000 - ˃90005000 – 9000 and

above

Total

115

1

5.988.2

5.9

5.988.2

5.9

5.994.5

100.0

17 100.0 100.0

˂3000˂3000 - ˃90005000 – 9000 and above

Majority of the stores (88.2%) are selling their products in a wide price range which ranges from products below 3000 INR to products (Exclusive Sarees). As linen ethnic wears are seen as as expensive products, these stores may be considered as potential sellers of linen ethnic wears as they are already catering to a target market who is buying expensive ethnic wears from their stores. The other criteria that they may consider if they keep linen ethnic wears in the women’s section in the future are discussed in the later sections.

Fabric types kept in the ethnic wears in the women’s category in different stores

Valid Frequency Percent Valid Percent

Cumulative Percent

54

Cotton + Khadi + SilkCotton + silk +

Cottonsilk + khadi

Cotton + KhadiViscose + Chifon +

Georgette + Cotton + Silk + Chanderi + Cottonsilk

Silk + Cottonsilk+Chiffon+

GeorgetteCotton+Silk+Cottonsilk

Total

1

11

12

11

5.9

5.95.9

70.6

5.95.9

5.9

5.95.9

70.6

5.95.9

5.9

11.817.6

88.2

94.1100.0

17 100.0 100.0

Cotton + Khadi + SilkCotton + silk + Cottonsilk + khadiCotton + KhadiViscose + Chifon + Georgette + Cotton + Silk + Chanderi + Cot -tonsilkSilk + Cottonsilk+Chiffon+georgetteCotton+Silk+Cottonsilk

Majority of the stores (70.6%) under the survey are keeping their products in a wide variety of fabrics ranging from viscose, chiffon, georgette, cotton, silk, crepe to cotton silk. As they are already keeping such a variety of fabrics, they may be considered as the potential sellers of linens also in their product range. The criteria that may consider if they keep linen ethnic wears in women’s section in the future are discussed in later sections.

Best sellers price range in INR as observed by the different retail stores in the ethnic wears in women’s category of their stores

Valid Frequency Percent Valid Percent Cumulative

55

Percent˂3000

3000 - 50005000 – 7000

3000 - 9000 andabove

Total

376

1

17.641.235.3

5.9

17.641.235.3

5.9

17.658.894.1

100.0

17 100.0 100.0

˂30003000 - 50005000 – 70003000 - 9000 and above

The best seller price range (41.2%) is between 3000 – 5000 INR followed by a price range of 5000 – 7000 INR. This may imply that they may be considered as the potential sellers of linen ethnic wears in the women’s category as at these price ranges linen products both in the RMG and sarees/stoles category are available.

Criteria as mentioned by the retail stores that they will consider the most if they decide to keep linen ethnic wears in their stores in future :


56

Strongly agreeAgree

Neither agree Nor disagree

Strongly disagree

Total

18

53

5.947.1

29.417.6

5.947.1

29.417.6

5.952.9

82.4100.0

17 100.0 100.0

Strongly agreeAgreeNeither agree Nor disagreeStrongly disagree

To consider keeping linen ethnic wears in the women’s category. The majority of the stores agree that variety in the linen ethnic wears is one of the most important criteria to be considered. The variety is required in every aspect which includes silhouettes, cuts, colors, prints, styles, surface ornamentation etc.

Price of linen ethnic wears


57

AgreeNeither agree nor

disagreeDisagree

Strongly disagree

Total

2

1113

11.8

64.75.917.6

11.8

64.75.917.6

11.8

76.582.4100.0

17 100.0 100.0

AgreeNeither agree nor disagreeDisagreeStrongly disagree

As majority of the stores are already selling their product in a higher price range, the price range of the products are not of that much importance as compared to the others criteria discussed above.

Putting all the criteria discussed above the most important criteria for the stores to consider whether or not to keep linen products in their stores in future is the increase in the consumer demand for the linen ethnic wears in the women’s sections, followed by the variety and attractive designs of such products.

5.9 Conclusion

58

Analyzing all the four surveys which we have conducted including market survey on customer level and retail level on the Linen ethnic wears in the women’s category we come to the following conclusions:

The linen ethnic wears are seen as the ethnic wears which are very much comfortable to wear, as observed both from the retail level and customer level.

The type of linen ethnic wears preferred by the most of the customers, are Kurtis. This is because majority of the linen buyer/users are service holder/business man with the annual income 5 – 7 lakhs and above, falling in the age group of 36 – 45 and above.

The linen ethnic wears are preferred by their loyal buyers mostly because of the fact that it is very comfortable to wear during the hot and humid climate, which is the prevalent type of climate in Kolkata.

Best seller time for linen ethnic wears is summers. Best seller price range is below INR 5000 The majority of the linen ethnic buyers have spent INR 4000 – 10000 in the past 24

months. The most important criteria for making a buying decision as deduced from both the

retail and consumer level are the styles and designs. The most preferred brand by the buyers of linen ethnic wears is Fab india. Majority of the customers, buying linen ethnic wear prefer to buy from shopping

malls and EBO’s. The most preferred type of designs in the linen wears are solid colors and prints in

traditional motifs.

5.10 Recommendations:

As pure linen/linen silk blend/linen cotton blends are expensive, and prevalent in te niche market, to get it accepted by the mass, a blend of linen-viscose which would bring down the price without losing the tag of being organic (Viscose being a regenerated cellulose). This may increase the number of potential buyers/first time users.

Awareness of linen being still low, made the linen ethnic wears prevalent in the niche market. Therefore, promotional strategies should be devised so as to increase its awareness.Considering the present scenario in Jaya shree Textiles, the promotion could also be done by making tie ups with the well established apparel brands, which are currently selling linen ethnic wears and are preferred by the end customers. For example, JST make tie ups with Fabindia, Anokhi and Prapti.

Promotions and awareness to the end customers are mostly effective if the customers can get to see as use the actual products. Therefore, the Yarn Dept. of JST may also develop strategic business tie ups with manufacturers of the linen ethnic wears like sarees, stoles, kurtis etc.

Annexure

59

This is a survey to analyse the consumer behaviour for the Linen ethnic wear in Women’s Apparel Sector, in consumer level conducted by Vishal Singh of MBA from Institute of Enginnering and Management, Kolkata as a small project. This survey is done on behalf of Jaya shree Textiles, Rishra of Aditya Birla group. Your Kind Co Operation in completing the survey is highly solicited

Name of Respondent:

Email id : Contact No :

1. Your age group Please.a) 16 – 25 Yearsb) 26 – 35 Yearsc) 36 – 45 Yearsd) 46 Years and above

2. Your income range please. (Per Annum)a) Below INR 3 Lakhsb) INR 3 – 5 lakhsc) INR 5 – 7 lakhsd) INR 7 lakhs and above

3. Your gender Please.a) Maleb) Femalec) Other gender

4. Your educational qualification please.a) Undergraduateb) Graduatec) Post Graduate

5. Your Occupational please.a) Studentb) Servicec) Businessd) Home makere) Self Employed

6. Are you aware of Linen ethnic Wear in the women’s apparel sector ?a) Yesb) No

7. If yes, please rank the following sources of information which caused the most effective impact as a promotional tool on a scale of 1 – 7 (1 being the most effective)

Websites/Online ShoppingSites

Newspapers/Magazines

Fashion shows/Exhibitions

Television Word of Mouth

Billoards/Hoardings

Special Promotional offers of brands.

8. How many Linen ethnic wear you buy the most ?a) Shirts

60

b) Stolesc) Sarisd) Jackets/Coatse) Kurtis

9. What is the purpose of your purchase of linen ethnic wears ?a) For personal useb) For gifting purposec) Other (Please specify)

10. How much have you spent in buying ethnic wears in the past 24 months?a) Less than INR 40,000b) INR 4000 – 10,000c) INR 10,000 – 14,000d) INR 14,000 and abovee) Nothing

11. Please rate your level of agreement on the following statements about a linen apparel :a) Strongly Agreeb) Agreec) Neither Agree nor disagreed) Disagreee) Strongly disagree.

12. Where do you go to buy your Linen ethnic wear ? ( You can choose more than one option)a) Shopping Mallsb) Exclusive Brand outletsc) Online

13. While shopping expensive apparels online which site you prefer the most ?a) Snapdealb) Flipkartc) Amazond) Jabonge) Brand’s own sites

Thank you very much for your kind co operation by filling up the questionnaire. We would like to assure that all the in formation given by you will be kept confidential.

This is a survey to analyse the Consumer behaviour for the linen ethnic wear in women’s Apparel Sector, in the retail level conducted by Vishal Singh of IEM, Kolkata as a small project. This is done on behalf of

61

Jaya Shree textiles, Rishra of Aditya Birla group. Your Kind Cooperation in completing the survey is highly solicited.

Name of the Retailer/ Brand :

Email id : Contact No. :

1. What kind of Linen Prodcuts do you keep ?a) Sarees b) Dress Materials c) Ready Made Garments d) Stoles

2. At what price range you keep your product ?a) Less than 5000 INR b) 5000 to 7000 INR c) 7000 to 9000 INR d) Above 9000

3. What is the age group of the customers buying Linen ethnic wear ?a) 25 to 30 yrs b ) 31 – 35 yrs c ) 36 to 40 yrs d) Above 40 yrs

4. What kind of Linen products are most frequently sold ?a) Sarees b) Dress materials c ) Readymade Garments d ) Stoles

5. At what price range the products are most Frequently sold ?a) Less than 5000 INR b) 5000 to 7000 INR c) 7000 to 9000 INR d) Above 9000

6. At what time the products are most frequently sold ?a) Summer b) Festivals c ) Wedding Seasons d ) Winter e) Others

7. What designs are sold most commonly ?a) Solid colors b) Striped c) Checked d) Embroidered

8. What kind of fabric blends do u keep in linen ethnic wear ?a) 100% Linen b) Cotton Linen c) Polyster Linend) Silk Linen

9. How do you promote Linen Women’s ethnic wear for your stores ?a) Display/Hoardings b) Newspaper adds c) Social media d) Special

Prmotional Offers e) Celebrity Endorsement

10. From where do you purchase Your Linen Products ?a) Wholesalers b) Manufacturers c) Exclusive vendors/have own designing team

11. In what form do you Purchase Linen products ?a) Yarn b) Grey fabric c) Fabric dyed d) Ready made garments

This is a survey to analyse the Consumer behaviour for the linen ethnic wear in women’s Apparel Sector, in the retail level conducted by Vishal Singh of IEM, Kolkata as a small project. This is done on behalf of Jaya Shree textiles, Rishra of Aditya Birla group. Your Kind Cooperation in completing the survey is highly solicited.

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Name of the Retailer/ Brand :

Email id : Contact No. :

1. Are you aware of Linen Women Ethnic wears ?a) Yes b) No

2. If yes, why are you not keeping Linen products in your Store ?a) High price range of the products b) People are not much aware of Linen products c)

People prefer cotton more than Linen

3. What kinds of Fabrics you Prefer for your products in your store ?a) Cotton b) Silk c) Cotton Silk d) Viscose e) Chiffon f) Georgette

g) Crepe h) Khadi

4. At what price range you generally keep your product ?

5. At what price range the products are most frequently sold ?

References

http://ethnicwearoverwestern.blogspot.in/2014/11/literature-review_21.html http:nopr.niscair.res.in/handle/123456789/609 http://fashion-history.lovetoknow.com/clothing-around-world.ethnic-dress http://sharepoint.setocnicinnati.org/public/researchpapers/hand%20research%20paper

%Final%20draft.pdf

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http://fashion-history.lovetoknow.com/clothing-around-world.ethnic-dress

http://ethnicwearoverwestern.blogspot.in/2014/11/literature-review_21.html

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