1

Chapter -1
INTRODUCTION



2

INTRODUCTION

About Us
Winter coats, cotton jackets, formal jacket, pre winter jackets, winter jackets,
nylon jacket, heavy winter jackets, polyester jackets, sherpa

Company
Name
Sears Knit
Address
B-32-E -14-6152, SHARMAN ENCLAVE, G. T. ROAD
WEST, VILLAGE-BHOURA, Ludhiana - 141008, Punjab,
India

Contact
Person
Mr. Sachit Gupta (Manager)

Mobile +919417634441




3

PRODUCTS AND SREVICES
Trend Jackets

We are one of the leading organization engaged in providing excellent
quality Trend Jackets, which are manufactured by using high grade
material.
Gentelman Jackets

We are one of the leading organization engaged in providing excellent
quality Gentelman Jackets, which are manufactured by using high grade
material.


4

Winter Jackets

We are offering to our valuable customers a supreme quality range of Winter
Jackets. These are crafted using high end technology and premium quality
raw material sourced from reliable vendors.
Twill Jackets

We are offering to our valuable customers a supreme quality range of Twill
Jackets. These are fabricated using cotton flannel, durable brass zipper and
genuine suede leather collar to provide utmost comfort ..

5

PRE Winter Jackets

We are offering to our valuable customers a supreme quality range of Pre
Winter Jackets. These are fabricated using high grade fabrics along with
premium quality zippers and components.

Nylon Jackets



6

We are offering to our valuable customers a supreme quality range of Nylon
Jacket. This jacket is widely acknowledged for its high tear strength and
corrosion resistant runner and zipper. Our products are fabricated using high
end technology and excellent quality raw material as per the prevailing
market trends. These are tested by our quality analysts to ensure their high
quality and compliance with international quality standards. we offer these
products at the most affordable prices to our clients. Customers can easily
grabbed this from the market at cheapest prices.
Sample Availability : Yes
Supplier Product Code : SK-03

Formal Jacket

We are offering to our valuable customers a supreme quality range of
Formal Jacket. this come in fluorescent colors that make them visible even
from long distances.

7

Heavy Jackets

We are offering our customers excellent quality Heavy Jackets which are
available of both men and women.
Genuine Jackets

We are involved in offering a wide range of Genuine Jackets to our most
valued clients. Our range of Genuine Jackets is widely appreciated by our
clients which are situated all round the nation.


8







Chapter 2
CUSTOMER
SATISFACTION







9

CUSTOMER SATISFACTION
Customer satisfaction is defined as "the number of customers, or
percentage of total customers, whose reported experience with a firm, its
products, or its services (ratings) exceeds specified satisfaction goals." In a
survey of nearly 200 senior marketing managers, 71 percent responded that
they found a customer satisfaction metric very useful in managing and
monitoring their businesses.
It is seen as a key performance indicator within business and is often part of
a Balanced Scorecard. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key differentiator
and increasingly has become a key element of business strategy.
Customer satisfaction provides a leading indicator of consumer purchase
intentions and loyalty." "Customer satisfaction data are among the most
frequently collected indicators of market perceptions.
Customer satisfaction is measured at the individual level, but it is almost
always reported at an aggregate level. It can be, and often is, measured along
various dimensions. A hotel, for example, might ask customers to rate their
experience with its front desk and check-in service, with the room, with the
amenities in the room, with the restaurants, and so on. Additionally, in a
holistic sense, the hotel might ask about overall satisfaction 'with your stay.'




10


OBJECTIVES OF CUSTOMER SATISFACTION
Customer satisfaction objectives can be broken down into three main groups.
The first is satisfaction with the purchase, which includes how well the
product performed, and whether it met customer expectations and similar
perceptions.
The second is satisfaction with the process, which includes ease of making
the purchase as well as customer service or warranty interactions after the
purchase.
The third of the main customer satisfaction objectives is the degree to which
satisfaction levels affect future actions, such as recommending a product to
others or buying again.
Companies are very interested in ensuring that customers are happy with the
performance of a product or the quality of service because it will affect
future purchase decisions.
In fact, quality may be the most important of the customer satisfaction
objectives because the consequences of a bad product or poorly performed
service are virtually impossible to overcome. Companies often perform
extensive market research and product testing to ensure that the product or
service will meet as many of a client's needs and expectations as possible.


11


Satisfaction with the process also is important to consider when determining
customer satisfaction objectives. A customer who is unhappy with the
process might go to a competitor next time, even if she is happy with the
performance of the actual product. Process incorporates all actions involved
in researching and purchasing a product, but also with resolving issues after
the purchase.




12



Chapter 3
CUSTOMER
SATISFACTION IN
SEARS KNIT



13

CHAPTER 3
CUSTOMER SATISFACTION IN SEARS KNIT
As we concerned about the customer satisfaction of SEARS KNIT there has
a very good service for their customers that they can arrange the stock for
the customers for customers special request that is called as AIOS ALL
INDIA ONE STOCK is the inter store transfer system. Which is use for any
corporate order or on customers special request for any particular article in
which the store dont have size in their store? A very good service which
they are providing to their customers that is as follows:-
CRM-CUSTOMER RELATIONSHIP MANAGEMENT
Free membership program from SEARS KNIT to its customers. Anyone
buying SEARS KNIT merchandise can avail membership to my Solly. On
every purchase with SEARS KNIT customer can receive points after
presenting the card.
CRM-MY SOLLY BENEFITS
SILVER
On purchase of Rs100, customer will receive 3points that is equal to Rs3.
Receive enrollment discounts. Get special birthday gifts/bonuses.
Exclusive preview to sales. Special invitations to my Solly members to
attend special SEARS KNIT events. Shop on anniversary and receive bonus
points. After being a member, if a customer shop for more than 12000 with
SEARS KNIT within 1 year, will automatically upgraded to version 2.0

14

GOLD
On upgrading to ver2.0 (GOLD), some bonus points will be added to the
members account. On purchase of Rs100, customer will receive 6points that
is equal to Rs6.Receive enrollment discounts. Get special birthday
gifts/bonuses. Exclusive preview to sales. Special invitations to my Solly
members to attend special SEARS KNIT events. Shop on anniversary and
receive bonus points. Member will be added to the SEARS KNIT exclusive
guest list for special lifestyle and fashion events.
PLATINUM
On upgrading to ver3.0 (PLATINUM), 250 bonus points will be added to
the members account. On purchase of Rs100, customer will receive 9points
that is equal to Rs9.Receive enrollment discounts. Get special birthday
gifts/bonuses, special partner offers. Exclusive sales preview. Special
invitations to my Solly members to attend special SEARS KNIT events.
Shop on anniversary and receive bonus points. Member will be added to the
SEARS KNIT exclusive guest list for special lifestyle and fashion events.
Free Home delivery of altered garments.


15

Introduction and History of the Firm:
Zaheers Fashion exclusive showroom of SEARS KNIT has been
incorporated on 12
th
January 2011. It is located at Ganga Arcade B.H Road,
Bangalore.
The name of the firm is Zaheers Fashion SEARS KNIT
Showroom. Mr. Mohammed Zaheer is the franchisee. Mr. Mohammed
Zaheer is active and multitalented persons in business field. He has
experience in attracting the customers and improves the sales of the firm.
SEARS KNIT is the name which stands for branded and good quality
cloths and accessories.
In their showroom they deal with the SEARS KNIT, Friday dressing,
and Womens wear.
Capital Structure:
Capital is regarded as the life blood of the business enterprises
inefficient financial management paralysis the activity of the firm. Hence it
is essential that the finance function should be well organized in the firm.
Financial management refers to all those managerial activity that are
concerned with ascertainment of the finance.
Initially capital should be deposited the franchisee Zaheers Fashion
to the franchisor SEARS KNIT company before starting business.
There is an agreement between franchisee and franchisor about the
terms and conditions of the company, on that basis capital structure has been

16

designed. After the agreement the franchisee pays full or half amount which
was fixed by the franchisee or franchisor.
After depositing the amount, the company person visits the place
where the business should be commenced, to know the terms and conditions
of the company are fulfilled regarding store length, width and commercial
place. For furniture and interior design, the payment has been made by the
franchisee (initially).After the certain period that is within six months, the
company will pay the interior initially amount in the form of stock or on the
basis of the terms and conditions made between franchisee and franchisor.
They planned a proper capital structure, where to invest and amount
of investment in a particular aspect.







Particulars Amount(Rs)
Investment Rs.50,00,000
Shop Advance Rs. 10,00,000
Fitting and Interior Rs.15,00,000
Others Rs.5,00,000
Total Rs.80,00,000

17

Organization Pattern:
Expenses are incurred by the firm monthly are shown below:














Particulars Amount(Rs)
Salaries:
Store manager
Rs.18,000
Assistant store Manager Rs.12,000
Sales man Rs.8,000
Helper Rs.4,000
Security Rs. 3,000
Electricity Rs. 5,000
Insurance Rs.15,000
Miscellaneous Rs.8,000
Shop rent Rs.25,000
Total Rs.98,000

18


Firm Organization Structure

Area sales manager
Orders
Payments and inventory Franchisee owner
Cash and Inventory
Store manager


Staff




Training &
Development &
HR policies
salaries

19


Firm Staff members

















Proprietor
Store manager
Assistant Store manager
Sales person Sales person
Helpers
Sales person
Security

20

Customer Service:

The company will issue discounts for all the products of the SEARS KNIT
twice in a year.
1. SEARS KNIT Provides Gift Cards to the regular customers
2. If any defects found in the products then it will be returned to the
franchisee or showrooms where they purchase.
3. Nature of transactions in shop: Payment can be made in the form of cash
and also card payment.
4. Showroom is fully equipped with Air conditioners and music system.
5. Trail Room: Trail rooms are well furnished with full mirrors. The mirrors
are hanged two sides.
6. SEARS KNIT showrooms running more than 450 outlets in India and
outside India there are situated.
7. If the customer orders for any product it will be fulfilled within one
week.
8. Company is concentrating on mainly youths.
Marketing Mix:
Conceptual Analysis:
Marketing information is used to assess the situation in marketing
Planning. We have to select specific marketing targets in the form of Market
segments. Then for each segments of the market, combination of several
types of marketing activities will have to be formulated. They are required to
be coordinated in to a single marketing programmed so as to reach a

21

particular target or market segment. Such combination several marketing
methods are known as marketing mix.
Marketing mix is one of the key concepts in modern marketing
theory. A successful marketing mix strategy must have a marketing mix as
well as a target market for which the marketing mix is prepared.
The firm has to take decisions on the above-mentioned four ps,
Decisions on product (product)
Decisions on price
Decisions on place
Decisions on promotion
These four ingredients are very closely inner-related. The marketing
mix decisions constitute a large part of the Marketing management.
Marketing mix is not static. It is always changing according to changing
marketing conditions and also with the Change in environmental factors.






22

Product Mix
Variety
Quality
Design
Features
Brand Name
Packing
Services

Price Mix
Pricing Strategy.
Pricing Policy.
Basic Price
Terms of Credit
Discounts
Allowances














Place Mix
Distribution
Channels
Wholesalers
Retailers
Mercantile Agents
Physical
Distribution
Transportation
Warehousing
Inventory
Location

Promotion Mix
Personal Selling
Advertising
Publicity
Sales Promotion
Public Relation
Direct Marketing
Marketing Mix

23


Product mix:
A product mix is the set of all products and items that a particular seller
offers for sale.
A companys product mix has a certain width; length, depth and
consistencys major components of the total product personality they are:
Product image
Brand
Package
Service after sale
Guarantee
Product:
A product is the most tangible and intangible single component of the
marketing programmer. Good products are key to market success. Product is
the vehicle by which a company provides consumer satisfaction. It is the
engine that pulls the rest of the marketing programme.
A product is anything that can be offered to a market to satisfy a want
or need. Products that are marketed include physical Goods, services,
experience, events, persons, places, properties, organization, information and
ideas.
A product policy and strategy is the corner stone of a marketing mix.
Without a product, there is nothing to distribute, nothing to promote, nothing
to price. To the marketer products are the building blocks of the marketing
Plan.

24

Branding:
Branding is the major issue of product strategy. Branding means
naming a product for its identification and distinction. Branding decision is
of crucial importance to the marketing strategy since the product will gain its
image and consumer loyalty in its brand name.
A brand is a name, term, sign, symbol, or design or combination of
them. It is the practice of giving a particular name to product or group of
products by manufacturer.

Reasons for branding:
It is the most powerful instrument of sales promotion due to the
following reasons:
Ever increasing competition.
Need for advertising and publicity.
Development for consumer brand-consciousness as a brand image in his
mind.
Packing:
Packing means the wrapping and crating of goods before they are
transported or stored. It is a process of covering. Wrapping or crating goods
into a package. . Packaging may be defined as the general groups of
activities in the planning of product. There activities concentrated on
formulating a design of the package and producing an appropriate and
attractive container or wrapper for a product.


25

Functions of packaging:
Packaging performs the following important functions:
Protection
Identification
Convenience
Attractiveness or promotional appeal
Dependability
Differentiation
Easy handling
Price mix:
Price is the exchange value of a product or service expressed in terms
of money. In other words, price is the money value of goods and services.
The price of a product or services is what the seller feels it worth, in terms of
money, to the buyer.
Price is the one element of the marketing mixes that Produces
revenue. Price is the easiest marketing mix element to adjust. Price also
communicates to the market the companys intended value positioning of its
product or brand.
Price is the only objective criteria for the consumer for comparing
alternative items and marketing the final choice.
Importance of price:
Price is a matter of vital importance to both the buyer and the seller.
Price is the only element in the marketing mix, which produces, the other

26

elements produce costs. Further, pricing and price competition is the most
important problem facing the marketing management of many companies.
They do not handle the pricing problem properly.
Pricing, as a marketing weapon, acts as a big gun. Hence it must be
used very cautiously. An inappropriate pricing policy may cause a downfall
of the firm its product, even Though product is superior to its rival product.
Objectives of pricing policy:
Maximization of profits
Facing competition
Price stability
Capturing the market.
Changing according to ability to pay
Welfare of the firm
Achieving a target-return

Methods of pricing policy:
Cost-based pricing
Demand-based pricing
Competition-based pricing
Product-based pricing
Distribution mix:
Distribution may be defined as an operation as a service of operation,
which physically bring the goods manufacturer into hands of final consumer

27

to use. Distribution includes all activities, which bring a product from the
factory into the hands of final consumer.
Channels of distribution:
The most common routes used for bringing the products in the market
from producer to consumer are as follows.
Manufacturer-Consumer channel
Manufacturer-Retailer-Ultimate consumer channel
Manufacturer-Wholesaler-Retailer-consumer channel
Manufacturer-Agent-Wholesaler-Retailer-Consumer channel
Manufacturer-Wholesaler-Consumer/User channel
Promotion mix:
Promotion is the process of marketing communication to inform,
perused, remind and influence consumer or users in favor of product or
service. Promotion is a form of communication with an additional element
of persuasion to accept ideas, products, and services and hence persuasive
Communication becomes the heart of promotion, the third elements of
marketing mix.
In marketing, effective communication is absolutely necessary even though
good product best package.


28







Chapter -4
OBJECTIVES OF
THE STUDY



29


CHAPTER-4

OBJECTIVES OF THE STUDY

Service quality plays an important role in the growth of any service industry.
Todays customer is more keen & aware of quality. The customer
satisfaction is directly related with the service quality whose main aim is to
fulfill the customer need from customer perspective. A thorough & complete
understanding of users requirement is the prime need to reduce the gap
between service provider & customer.

Two Main Objectives of studying the customer satisfaction is:-

To find the impact of customer service parameters on customer
satisfaction
To Develop a Customer Service Metric based Customer Satisfaction
Index
To analyze buying behavior of customers.
To study present markets situation of SEARS KNIT products.
To analyze the general problems of customers of SEARS KNIT.
To know the marketing attributes of SEARS KNIT.
To evaluating the nature of sample customers and this purchasing
decisions.
To take a brief study of readymade male garments.


30


Scope of the Study

The scope of the study is to acquire depth knowledge about the textile
industry and marketing of the products of SEARS KNIT company Ltd. It
helps to compare the theoretical knowledge with the practical. During the
study we have to acquire knowledge about the origin, growth and working of
the organization.
Marketing factors are influenced by the four major factor like culture,
economy, Social and political factors. The study also intended to know the
buyers attitude towards SEARS KNIT and frequency of purchasing.












31






Chapter -5
RESEARCH
METHODOLOGY

32

CHAPTER-5
RESEARCH METHODOLOGY

Research definition:
Research is careful inquiry or examination to discover new information and
relationship and to expand and to verify exiting knowledge, Research
always starts with questions or a problem. Its purpose is to find answer to
questions through the application of the scientific method. It is a systematic
and intensive study directed towards a more complete knowledge of the
subject studies
TYPES OF RESEARCH

a) Descriptive research & Analytical Research
b) Applied Research & Fundamental Research
c) Quantitative Research & Qualitative Research
d) Conceptual Research & Empirical Research
e) Other research categories Simulative Research, Laboratory Research,
Historical research, One Time Research, Longitudinal Research etc.

Descriptive Research
It includes survey & fact-finding enquiries of different kinds. Here
researcher has no control over variables. The researcher only reports that
what has happened & what are happening. Only method suitable for this
research is Survey Method.



33

Analytical Research
Such type of research uses the available information as the base to make the
further critical evaluation.

Applied Research
Applied research implies for the action research.
This research is intended for finding some solution to the problem.

Fundamental Research
As its name indicates this type of research is made for performing the basic
or pure research. It is a theoretical research.
Quantitative Research is based on the measurement of some quantity or
amount. This can be done by i) Inferential Experimental approach or
ii) Simulation Approach.

Qualitative Research is concerned with the quality phenomenon. Conceptual
Research is related to some idea or theory or concept. Empirical Research is
based on experience or observation. It is database research also called as
Experimental Research. Here the researcher has full control over variables
under study. A best way is to test the given hypothesis.

SOURCES OF DATA
The sources of data collection methods are as follows.
a) Primary data :-The primary data is that which details we collect first
time from the market and also used first time in the research. We also
say that the information is first time in the research decision. To

34

collect the primary data questionnaire is prepared structure non-
disguise questionnaire is prepared.
b) Secondary data :- Secondary data are those data which are already
collected by someone for some purpose and are available for the
present study; secondary data are already collected by the companys
records and other librarys books. When the secondary data are
sufficient, there searcher has to be satisfied with the primary sources
of data. Secondary data can be used as bases for comparison with
primary data have been collected by questionnaire.
Sampling plan
Sampling is a process of obtaining. The information about the entire
population by examine a part of it .The effectiveness of the research depends
on the sample size selected for the survey purpose.
Sample Site:-
The survey was conducted in LUDHIANA CITY.

Sample size:-
For the purpose of proper survey, there is need of perfect research
instruments to find out sample size for more accurate result about buying
behavior of bike. The sample size is 100respondents.



35

Sampling Method:-
A Stratified random sample is one where the population is divided in to
mutually exhaustive strata or sub-group and then simple random is selected
within each of strata on age groups, occupation etc. It may be noted that
stratification does not means absence of randomness. I use a simple random
sampling method.



36


Chapter -6
DATA ANALYSIS
AND
INTERPRETATION





37

Table -1
Classification on the basis of different category of mens wears the most
Category of men's wear Respondents Percentage
Tailor made 20 20
Readymade 48 48
Both 32 32
Total 100 100
Graph-1
Graph showing the number of customers who wear different category of
mens wear the most


0
5
10
15
20
25
30
35
40
45
50
Tailor made
Readymade
Both
Respondents

38


INTERPRETATION:
In the survey the consumer responded for tailor made garment category are
only 20, Those who responded for readymade category are 48 and those who
use both tailor-made and readymade garments are 32. The total number of
respondents is 100.
From the above table it is clear that the users of tailor-made garments
in Ludhiana city are only 20%. The users of ready-made garments are 48%
and in Ludhiana city only 32 % of the consumers prefer both tailor-made
and ready-made men's wear.
This is because they are of the opinion that readymade men's wear
costly when compared to tailor made garments.




39

Table - 2
Classification on the basis of users of Jackets and the reason for their
purchase
Reason for purchase No. of Respondents Percentage
Latest fashion 28 28%
Easy Availability 26 26%
Easy to wear 19 19%
Better fittings 27 27%
Total 100 100%
Graph-2
Graph showing the users of readymade garments and the reasons for
their purchase

0
5
10
15
20
25
30
Latest fashion
Easy
Availability
Easy to wear
Better Fittings
28
26
19
27

40


Interpretation:
These 100 respondents are asked for why they purchase Jackets. 28 of
them answered for latest fashion, 26 of them answered for easy availability,
19 respondents said easy to wear and for better fittings 27 persons are
responded.
The above table clears that in percentage, the reason wise buyers, 28
% latest fashion, 26 % for easy availability, 19 % for easy to wear, 27 % for
better fittings.
As per the table it is clear that there is wide scope for readymade
garments. If they are easily available to consumers the sales definitely
increases.


41

Table -3
Classification on the basis of preferences of the customers towards
different texture
Type of texture No. of Respondents Percentage
Cotton 47 47%
Synthetic 16 16%
Both 37 37%
Total 100 100%
Graph-3
Graph showing the preferences of the towards different texture

Interpretation: A question pertaining to type of texture preferred was asked
to respondents and the information so got is analyzed. Where in 47 % prefer
cotton texture, 16 % wear synthetic and 37 % opt for both.
0
10
20
30
40
50
Cotton
Synthetic
Both
47
16
37
No. of Respondents
Cotton Synthetic Both

42

Table - 4
Classification on the basis of the type of garments preferred by
respondents
Category of cloth No. of Respondents Percentage
Branded 56 56%
Unbranded 18 18%
Both 26 26%
Total 100 100%
Graph-4
Graph showing the type of garments preferred by respondents







Interpretation: The table shows the attitude and inclination of customers
regarding the branded, unbranded and both textile cloths, out of 100
respondents 56 of them responded for branded cloth, 18 of them unbranded
and remaining 26 of them responded for both categories of cloth.
0
10
20
30
40
50
60
Branded
Unbranded
Both
56
18 26

43

Table-5
Classification on the basis of opinion about the price quoted by
SEARS KNIT
Particular No. of Respondents Percentage
Costly 15 30%
Fair 22 44%
Reasonable 13 26%
Cheap 0 0%
Total 50 100%
Graph-5
Graph showing opinion about the price quoted by SEARS KNIT

0
5
10
15
20
25
Costly
Fair
Reasonable
Cheap
15
22
13
0

44


Interpretation:
Out of 100 respondents, 50 of them are the customers of SEARS KNIT:
They have responded regarding the price quoted by SEARS KNIT. As per
the survey 30 % of the respondents ticked for costly, 44% of them marked
fair, 26 % opine that price quoted is reasonable and nobody says cheap.
So while pricing, SEARS KNIT has to take right method of pricing to
improve sales.
Therefore it can be concluded that out of total customers in Ludhiana only
50% of them are responded, who are the customers of SEARS KNIT
constituting 100 % in the above table.


45

Table-6
Classification on the basis of the customer for SEARS KNIT Jackets
and reason for their purchases
Reason No. of Respondents Percentage
Good quality 20 40%
Good Colors 15 30%
Durability 11 22%
Special offers 4 8%
Total 50 100%
Graph-6
Graph showing the customers for SEARS KNIT Jackets and reason for
their purchase

0
2
4
6
8
10
12
14
16
18
20
Good quality
Good Colors
Durability
Special offers
20
15
11
4

46


Interpretation:
The above tale clearly shows the percentage of uses of SEARS KNIT
Jackets. According to survey, out of 100 respondents, only 50 are users
SEARS KNIT Jackets.
They also provided the reasons for their purchase of SEARS KNIT Jackets.
20 of the customers constituting 40% buy SEARS KNIT Jackets for good
quality, 15 of the customers constituting 30 % opine that they buy for the
good colors, 11 respondents i.e.22% opt for durability and also 4 customers
the same 8% prefer for economical reasons.
From the surrey it is clear that SEARS KNIT Jackets are quality Jackets.


47

Classification on the basis of the non users of SEARS KNIT Jackets and
the reason behind that
Reason for not to purchase No. of Respondents Percentage
Poor quality 2 4%
No attraction colors 5 10%
High Price 28 56%
Non Durability 4 8%
Don't known cant say 11 22%
Total 50 100%.
Graph showing the non users of SEARS KNIT Jackets and the Reason
behind that



0
5
10
15
20
25
30
Poor quality
No
attraction
colours
High Price
Non
Durability
Don't
known cant
say
20% 50%
28%
40%
11%
No. of Respondents
Poor quality No attraction colours High Price Non Durability Don't known cant say

48

Interpretation:
The above table clears that around 50% i.e. majority of customer don't use
SEARS KNIT Jackets. They also give the reasons for that, 50 out of 2
respondent just marked poor qualities; regarding attractive colors 5 persons
are disappointed. In the survey majority of respondents had opinion that
SEARS KNIT Jackets are too costly. Around 56% vote for high price. 4
respondents say they do not use SEARS KNIT Jackets because of non
durability. But 11 respondents constituting 22 % say they don't know the
reason or can't say. Probably most of them are unaware of that Jackets.
As the survey indicates it, better for the company to reduce the price of
SEARS KNIT Jackets.


49

Table - 7
Classification on the basis of the overall monthly income group of
respondents
Category
Monthly income
SEARS
KNIT Jackets
respondents
%
Other
respondents
%
Total
respondents
Below 10000 2 4 13 26 15
10000-20000 8 16 17 34 25
20000 - 30000 27 54 16 32 43
Above 30000 13 26 4 8 17
Total 50 100 50 100 100
Graph-7
Graph showing the overall monthly income group of respondents


0
5
10
15
20
25
30
35
40
45
Below 10000
10000 -20000
20000 - 30000
Above 30000
2 8
27
13
13
17
16
4
Allen Solly jeans respondents Other respondents

50


Interpretation:
Here in the above table overall monthly income group is expected. Most of
the respondents in Ludhiana belongs to the group of Rs. 20000-30000 i.e. 43
respondents.
Among SEARS KNIT Jackets users, both 10000-20000 groups are 27 and
16, next place to buyers of below 10000 groups then with 17 respondents
Above 30000 group.











51



Table -8
Table showing the status of SEARS KNIT Jackets users
Status No. of Respondents Percentage
Student 28 56%
Businessman 8 16%
Employees 11 22%
Others 3 6%
Total 50 100%

Graph-8
Graph showing the status of SEARS KNIT Jackets users






Interpretation:
The status of the users of the SEARS KNIT Jackets is also collected
to know by whom it is used more. As per the survey this Jackets is used
about 56% by the students. Employees using rate is 22%. Businessmen
prefer 16% and others use this Jackets for 6%.


0
5
10
15
20
25
30
Student 28%
Businessman 8
%
Employees 11%
Others 3%

52


Table - 9
Table showing frequency of purchases of readymade garments by the
consumers
Particulars No. of Respondents Percentage
Frequently 54 54%
Festival Season 20 20%
Clearance sale 12 12%
Special offer 14 14%
Total 100 100%
Graph-9
Graph showing frequency of purchase of readymade garments by
customers






0
10
20
30
40
50
60
Frequently
Clearance sale
Special offer
54
20
12
14

53


Interpretation:
As clothing is one of the basic requirements of every individual. How often
he purchases readymade garments was asked in the survey. 54% buys
frequently, 20% during some festival season, 12 % at clearance sale, and
14% on special occasions.
As it is stated above people buy cloths frequently. If better quality, attractive
colors, special offers and proper advertisement is made, the sales of
readymade garments would definitely increase.


54

Table -10
Table showing the kinds of dress worn by the respondents
For regular
use
No. of
respondents
On special occasions No. of respondents
Formals 35 Suits 40
Semi Casuals 49 Accessory 15
Fancy 16 Jackets-T-Shirts 45
Total 100 Total 100
Graph-10
Graph showing the kinds of dress worn by the respondents
a) For regular use


0
10
20
30
40
50
Formals
Semi Casuals
Fancy
Formals , 35%
Semi Casuals ,
49%
Fancy
23%

55

b) On special occasions
Interpretation:
In fast growing city dresses of every individual has changed. He wont wear
same kind of dress for all time. As the time changes, the style also changes.
According to the above table in Ludhiana city for the regular use,
respondents give priority to formals i.e. 35%, 49 % prefer for casual wear,
23% are agreed for fancy wear.
But for special occasions, 45 respondents give priority to Jackets T-shirts,
15 to Accessory and 40 Respondents for Suits.
In Ludhiana city there is no demand for designers wears. In future as it is
growing, designers wears may get the importance like in Bombay,
Bangalore, Delhi etc.
0
10
20
30
40
50
Suits
Accessory
Jeans - T-
Shirts
Suits, 40%
Accessory15%
Jeans-T-Shirts 45
%

56


SUMMARY OF OBSERVATION
The information collected and the survey conduct from this; it is clear
that, readymade garment growing popular everywhere.
So, the latest fashionable cloths must be kept in stock and the regular
advertisement in daily news paper is also necessary. The price still to be
reduced and the quality of the garment must be improved. The good quality
product must available with reasonable price. Many people feel that the
readymade garments are costly now it is the responsibility of the promoter to
convince the people at large.
The care should be taken to see that demands from all sections of
society are met good behavior with the consumers is one of the required
factor one should have proper skill to attract the customer; some people do
have much skill inherently. If required sufficient training becomes
necessary.



57




Chapter-7
FINDINGS



58


FINDINGS
The following are the summary of the survey findings:
As per the survey it is clear that one third of the customers do not use
readymade garments. So for the company it is important to concentrate
on that customer. It has to make them to use readymade men's wear
similarly it should satisfy the needs of the existing customers.
In the survey 26 % of the respondents use readymade Jackets for easy
availability. It defines the non availability of readymade garments in
Ludhiana. So, the companies have to open the range of shops which are
suitable for the customers.
In a growing city the Ludhiana, latest fashion has attracted many
customers so; product should be introduced to the market as per the need
of the customers.
There is a complaint against readymade garments that they are not
suitable to all i.e. one cannot get garments according to body fittings.
These problems should be studied carefully.
As per the survey conducted majority prefers for cotton wears as it is
comfort, but the users of synthetic wear are comparatively low. So, the
marketers of cotton wears can grab the market. It doesn't means they
should quit from synthetic clothes. They should take measures regarding
synthetic clothes too.
In Ludhiana city where most customer belong to middle and low income
group the demand for branded garments is as same as the demand for

59

unbranded garments. So both branded and unbranded men's wear moves
in a smooth manner.
In Ludhiana city customer is just one fourth for the SEARS KNIT
Jackets. It has not reached many customers as it is most opted students
and youth. For the company, it will be helpful if it concentrate on those
who do not use SEARS KNIT Jackets
It is observed that SEARS KNIT Jackets are of good quality Jackets. But
most of the consumers are not satisfied with the color, durability and
price of the Jackets.
Some customers, who do not compromise with both quality and price of
SEARS KNIT Jackets, opine that price is very high. The company has to
concentrate all classes of the society in this regard.
Now SEARS KNIT Jackets are concentrating on class customers. If it
wants to increase the sales it should concentrate much on mass
consumers.
Although the "SEARS KNIT showroom" is one of the famous shop for
men, women and kids wear it has not covered the entire customers of
Ludhiana. Only two third of the customer are aware of this shop. It shows
the lack of advertisement. The firm should concentrate on this aspect.
Majority of the customers of SEARS KNIT Jackets are satisfied with the
price quoted by the SEARS KNIT company. But it should analyze the
pricing policy for the better sales.
However, some customer not satisfied. So promotional measures should
also be taken to improve the sales of branded garments.


60





Chapter-8
SUGGESTIONS



61


SUGGESTIONS
Product:
SEARS KNIT Jackets are the leading company in braded and designer
garments, and textile manufacturing of our country. It has earned a very
good name and popularity in the world of SEARS KNIT Jackets and shirts
are giving good results for them. Therefore almost every consumer is
satisfied with the results. The following are some of the suggestions for
achieving better performance of SEARS KNIT Jackets and increase the sales
in the future:
The manufacturers have to put more efforts on maintaining and
improving the quality of SEARS KNIT Jackets. They should see that the
products manufactured are of good quality.
The SEARS KNIT is expected to increase its distributing channels and
should also keep supplying the goods in time required by the dealers
whatever they demand.
Inspire of its good quality. It is observed that the SEARS KNIT Jackets
have good popularity and there is a lot of demand in the market as
compared to others. Here some of the consumers do not purchase the
SEARS KNIT Jackets always, but only once in a way. So the
manufacturer is required to take proper promotional activities in order to
popularize the product through different advertisement media.
Dealers must take the responsibility if there is any small compliant from
the customers.

62

Price:
The SEARS KNIT Jackets have got a very good image and have an
increasing demand. As there are number of competitors existing in the
market, the price becomes an important factor in order to increase the sales
and rise in demand. SEARS KNIT Jackets are accepted by high, middle
class and rich people by majority. The middle class and low class people feel
that the price is relatively high but they also buy it once in the way.
Therefore the price of the product must be comparative so as to improve
sales in the competitive market.
The follow are some of the suggestions towards the price:
The cost of production should be curtained by increasing the production,
while implementing the cost, care must be taken such that quality of the
product is not affected adversely.
Here the middle class and low class people buy the product once in a
way, so proper care should be taken and the price should be lowered at
least to compensate them.
They must try to maintain the price stability as far as possible.
Pricing must be fair in order to create impulsive buying.
The marketing expenditure should be minimized.
However the high pricing strategy involved in this textile is mainly to
build up the image of the company.


63

Promotion and distribution
Sales promotion is an important instrument lubricates the marketing
efforts. The promotional strategy taken up by the company is quite
satisfactory. The sales agents visit the dealers once in a while, this mainly to
assess dealers if any.
Thus, the general conditions of the promotion and distribution of
producers as well as dealers are quite satisfactory. There are some further
suggestions for improvements:
The proper sales promotional activities should be taken in order to
increase buying response by ultimate consumers and also to improve
market share of SEARS KNIT.
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.
Promotional measures such as contents, price, coupons, and premium
should be attached to sales.
The dealer should improve the display of the product. So that the
consumers will be attracted towards the product. Also, the dealer should
highlight the product compared to other products.
Public relations have now become an important marketing function.
Effective marketing communication is not possible without establishing
and maintaining natural understanding between the company and its
customers. A bright image of the product is created and maintained only
by public relations.

64

The marketing practitioner finds that the customer wants the delivery
of their products at right place, at the right time and in right quality. The
ingredients of marketing mix serve as product; price and promotion
constitute the first half of marketing.
The distribution logistic inputs are termed as the other half of the
marketing concept or customer oriented market planning. As for as the
distribution, manufacturers have got dense network of distribution. The
dealers are quite satisfactory about the general conditions of distribution of
products.


65



Chapter-9
CONCLUSION



66


CONCLUSION
The suggestions given here in this project report is based on the
suggestions and experience of customers to whom the product ultimately
reaches.
Customers satisfaction is the ultimate motto of every business.
Therefore orientation of marketing is entirely necessary for maintaining and
increasing the market share of any type of business. This can be achieved by
directly managerial, productive and marketing activities to awards
preference of the customers. For this achievement competitive efficiency
increases in quality, decrease in cost of production is essential.
In this present competitive market, the consumers have been described
as the "king". Thus it is very essential that every manufacturer should
manufacture those products and services that satisfy present needs of the
consumers. Consumers orientation is of immense importance for image for
creating and maintaining the brand image in the minds of the consumers.
Since the sales of textiles is being seasonal and due to some other technical
reason, the company could not reach its usual profit percentage.
It may be concluded that the suggestions arrived that after the survey
should be adopted by the readymade garment industry to achieve higher
benefit.
Further most of the respondents feel that readymade men's wear saves
time as customers are giving importance to latest design and better quality
clothes. The manufacturer of readymade men's wear has to adopt above
things.


67



Chapter-10
LIMITATIONS OF
THE STUDY




68


LIMITATIONS OF THE STUDY

Following are the limitations of this project report,
The main limitation of making this project is the time factor.
The survey does not cover entire Ludhiana Dist.
Much time was spent in explaining to the respondent about the real
purpose of survey.
Some of the respondents did not show the attitude in colleting the
information.
Some of the true information like;
a. Profile is made in brief and
b. Short information has been given relating to working capacity of
the firm.
The main limitation is that SEARS KNIT is taken for the study of
marketing purpose.
History and origin has clear and relevant information.









69







BIBLIOGRAPHY


70


BIBLIOGRAPHY
Books:
Marketing Management - K.D Basava
Marketing Management Sherlekar
Modern Marketing Management Nair, Paul

Websites
www.//allenSolly.com
www.//madhra.adityabirla.com
http://www.madurafnl.com






71






QUESTIONNAIRE



72


QUESTIONNAIRE
Dear respondents,
I am student of final year MBA, GGNIVS, Ludhiana conducting a
market survey on readymade garments with reference to SEARS KNIT as a
part of my management course. I shall be grateful if you can spare a few
minutes to answer this questionnaire.
Name:
Address:

Age:
18 20 years
21 30 years
31 40 years
Above 40 years

Sex
Male [ ]
Female [ ]

Marital Status:
Single [ ]
Married [ ]


73


1) Which garments do you use more?
a) Tailor made ( )
b) Readymade ( )
c) Both ( )

2) Do you purchase branded Jackets?
Yes ( )
No ( )
If yes, why?
a) Latest fashion ( ) b) Easy availability ( )
c) Easy to wear ( ) d) Better fittings ( )
e) Not specified ( )

3) Which type of texture do you like most?
a) Cotton ( )
b) Synthetic ( )
c) Both ( )

4) Which category do you generally use most?
a) Branded ( )
b) Unbranded ( )
c) Both ( )




74


5) What is your opinion about the price aspects of SEARS KNIT Jackets?
a) Costly ( )
b) Fair ( )
c) Reasonable ( )
d) Cheap ( )


6) Do you use SEARS KNIT Jackets?
Yes ( )
No ( )
If yes, why?
a) Good Quality ( )
b) Good colors ( )
c) Durability ( )
d) Special offers ( )
If No, why?
a) Poor Quality ( ) b) No attraction colors ( )
c) High price ( ) d) Non durability ( )
d) Dont know cant say ( )

7) Income Level:
Below 10000 ( )
10000 to 20000 ( )
20000 to 30000 ( )
Above 30000 ( )

75


8) Occupations
a) Student ( )
b) Businessman ( )
c) Employees ( )
d) Others ( )

9) What is your opinion about the purchases of readymade garments?
a) Frequently ( )
b) Festival Season ( )
c) Clearance sale ( )
d) Special offer ( )

10) What type of dress do you wear?
i) For regular use ii) On special occasions
a) Formals ( ) a) Suits ( )
b) Casuals ( ) b) Accessory ( )
c) Fancy ( ) c) Jackets-T-shirt ( )
Do you think there is wider choice of SEARS KNIT Jackets?
Yes [ ] No [ ]
Do you think promotional measures are necessary for the improvement of
sale of SEARS KNIT Jackets?
Yes [ ] No [ ]