Professional Documents
Culture Documents
1. INTRODUCTION ........................................................................................................................... 2
1.1
1.2
1.3
1.4
2.
LITERATURE REVIEW................................................................................................................. 8
3.
3.2
3.3
3.4
4.
4.2
4.3
5.
5.2
5.3
5.4
5.5
6.
6.2
7.
SUMMARY .................................................................................................................................. 50
8.
CONCLUSION ...................................................................................................................... 52
8.2
FUTURE RESEARCH........................................................................................................... 52
9.
10.
ANNEXURE ................................................................................................................................. 54
REFERENCES .......................................................................................................................... 60
CHAPTER 1:
INTRODUCTION
1. INTRODUCTION
1.1
1.2
Beddings
Curtains
Terry towels
Comforters
Mattresses
Upholstery
Other made-ups
2
The bed and bath linen category enjoys the most dominant position in the home textile
industry; they enjoy a significant two-third of the market share in value terms. Bed linen
alone had a market share of about Rs 8,965 Cr in the year 2011, according to Technopak
analyses.
The following players from among the existing ones may be reckoned as the leading ones
in India: (Market Research on Home Textile Furnishings Sector in India, 2009)
Orient Craft
Welspun Ltd.
Kurlon Ltd.
1.3
MARKET SEGMENTATION
Indian market is still at a nascent stage where market is largely unstructured. The unorganized sector dominates this market. Less than 10 per cent of the market is organized, and
thus theres huge opportunity for organized players to grow. (KIT : Home Textiles India,
2011)
Another basis to segment is the price range of products. The medium range caters to almost
all the sections of the society. Majority of the producers both large and medium cater to the
middle income groups. The Large Indian players and the foreign companies operate in the
premium and super-premium product category. These are exclusive products that sell at very
high prices because of the embellishments, high quality of raw material and design aspects.
1.4
BED LINEN
Market Breakup
kitchen linen
6%
rugs
and
carpets
3%
blankets
8%
bed linen
49%
curtain
10%
towels
18%
Top sheet
Bottom sheet
Coverlet
Bedspread
Blanket
Comforter
Duvet
Duvet cover
Bed skirt
Sleeping Pillow
Decorative Pillow
Based on the above information , we plan to limit our research to three items of bed linen i.e.,
top sheet, bottom sheet, and pillow(sleeping)covers defined as follow-
Bottom Sheet
A bottom sheet, or fitted sheet, is the sheet with the
elastic-edge that is used to fit over your mattress--hence
the name bottom or fitted sheet.
Top Sheet
A top sheet, also known as a flat sheet is the sheet you
put over the top of your bed to separate you from your
comforter or duvet.
CHAPTER 2:
REVIEW OF LITERATURE
2. LITERATURE REVIEW
Consumer Behavior
Consumer behavior is considered to be an inseparable part of marketing. (Kotler & Keller, 2011)
State that the Consumer buying behavior is the study of the ways of buying and the ways of ddisposing of goods, services, ideas or experiences by the individuals, groups and organizations in
order to satisfy their needs and wants.
The definition given by (Solomon & others, 1995) describes consumer buying behavior as a
process of choosing, purchasing, using and disposing of products or services by the individuals
and groups in order to satisfy their needs and wants
1. (Burnsed, 2009) Although many factors affect consumer demand for household furniture, the
consumers age is a very important indicator because it marks critical life stages that trigger
home textiles purchases, such as marriage, parenthood, buying own house, career
advancement (increased income) etc.
2. (http://marketpublishers.com, 2012) The demand for home textiles products have increased
due to increasing affluence of the higher middle class, sustained growth of retail C-culture,
highest proportion of youth population in India, housing demand in India, increase in higher
female working population, increasing consumption trend towards branded. Domestic and
global products and increase in the hospitality sector as it has a huge demand for soft textiles.
3. (www.hgh india.com) There was a time in India when home Textiles products only used to
sell off in the festive season. For the last one decade ,thanks to the phenomenal growth in
Indian retailing , increase in purchasing power of Indian people and growing consumerism
,the lifestyle of Indian middle class continues to transform, year on year. Also, organized
retail in India is growing by a phenomenal 30 - 40 % per annum.
4. (Research and Markets, 2013)Indias home textiles industry has witnessed a very slow
growth rate of 2.9% from 2009-2012. However, due to a positive change in the consumer
income levels and changing consumer dynamics, the expected growth in the coming five
years stands at an optimistic 8%.The positive outlook can be tracked to a booming hospitality
and retail sector accompanied with easily available home textiles loans.
5. (Indian consumer market, 2014)The future outlook for the Indian textile industry looks
promising, buoyed by both strong domestic consumption as well as export demand. With
consumerism and disposable income on the rise, the retail sector has experienced a rapid
growth in the past decade with several international players like Marks & Spencer, Guess and
Next having entered Indian market.
6. (Report On Home Textile Furnishing Indutstry in India, 2009) Indian consumers are price
sensitive. They have strong family values, the brands that identify with such family values
are likely to be well accepted by the Indians. The sales for the home textiles increase in the
festival seasons in India. All over India, the time of Diwali is the time to renovate the
homes. The media, magazines and films have a big hand in bringing about a shift in
consumer behavior. Instead of buying the traditional pair of bed sheets and matching pillow
covers, consumers tend to opt for 'coordinated bedding', whereby they have bed sheets ,
pillow covers and duvet covers that follow a coordinated color scheme. Demographic factors
like the disposable incomes, age distribution, and pattern of income distribution, quality of
upbringing, tastes and preferences have a substantial bearing on purchase decisions. Climate
plays an important role in the purchase decisions.
7. (Cotton Incorporated) The market is growing and the customers are becoming increasingly
quality savvy. Customers now prefer quality over brand name and looks as opposed to
consumer behaviors twenty years ago. Price, color, fiber, thread count, softness and
durability to laundering throughout the life of products are the key factors in the purchases of
home textile products.
8. (The Fabric Four Lives)Thread count and price are two things consumers first look for in a
bed sheet purchase.
9. (Lifestylemonitor) The majority (81%) of cotton bed sheets at retail are 100% cotton,
preferred by consumers for its feel and better breathability.
10. (T.Landers, 2005) Bedding is one of the products in which it is important for the majority of
the customers to actually touch and feel the product before buying. Nevertheless, there has
still been a significant increase in online shopping of bedding products.
11. (D. Earley, 2005) Thread count has been a growing trend over the past couple of years due to
lack of innovation in the sheeting area. A manufacturer can put a higher number on the sheet
and the consumer would buy it thinking that it is better quality. It is all about the numbering
game; it is a quantifier that the consumers somehow attach 58themselves to, thinking that the
higher number is obviously going to be better than a lower number but that is not always the
case.
12. (Lippett, 1960) The most important variables affecting home textiles and equipment
expenditures were income, family type, family size, age of household head, and home tenure.
13. (W.S, Peters, 1960)Location variables, including region and city, impact household textile,
floor covering, furniture, and equipment expenditures. Results indicated that expenditures
varied by city, but not by region, when income was controlled.
14. (Kim, 2001)Research has revealed that consumers from different markets, including markets
differentiated by ethnicity, shop in different ways. The differences in how consumers shop
for products must be considered as well as what criteria consumers use to choose which
products they will buy.
15. (G.Katona, 1960) Recently, consumers are better educated and well informed and consumers
own discriminating knowledge in choosing of goods and services. Consequently,
manufacturers and retailers have to explore and understand consumers needs and
preferences.
10
16. (Kanuk, 1997) Social class refers to the separation of society members into a hierarchy. The
members of each class share relatively similar values, interests, and behaviors. Thus, social
class is taken into consideration when companies set their marketing strategies. Home
textiles product preferences are also affected by social class.
17. (Armstrong, 2004) Family members are considered to be able to significantly impact buyer
behavior and decision-making depending on the condition and product. The roles and
influence of the husband, wife, and children on the purchase of different products and
services are greatly interested by manufacturers and retailer.
18. (R.D Blackwell, 2006) Consumers rank brands and form purchase intentions, in evaluation
stage. Generally, the consumers will purchase the most preferred brand, but two factors can
intervene between the purchase intention and the purchase decision. The first factor is the
attitudes of other people such as family, friends, and relatives. The second factor is
unexpected situation factors; such event may change the purchase intention.
19. (D.I Hawkin, 1992) Need recognition is the initial point of any purchase decision. Need
recognition occurs when people sense a difference between actual state and desired state. The
need can be activated by both internal stimuli such as motive, attitudes, and personality and
external stimuli such as culture, social, and family.
20. (Anderson & French, Feb 23, 2004) Opportunities for increased sales and customer
satisfaction include fabric protection treatment and "performance" fabrics. With stainresistant fabrics and ease of maintenance rating very high on the list of important
characteristics, promotions highlighting-fabric protection and performance could provide
good payoffs.
21. (The Influence Online Information has on Chinese Consumer Buying Behaviour, 16 May
2011) Report finds that 34% of consumers state that information gathered online had most
influence on which household goods item they purchased.
22. (Constantinides, Romero., & Boria, 2008)Retailers have realized that today consumer is well
informed and critical than that of past. Web 2.0 (social media) has proved to be something
11
that has given consumers more control and information and this has posed retailers a lot of
challenges. It is a new strategic marketing tool and has a lot of opportunities for both retailers
and consumers.
23. (Ali, 2013) Goodwill, friendly staff, proximity and specific product availability at the store
are important factors for consumers. Goodwill is the most important factor in selecting the
retail store followed by status, availability of fresh stock, trendy stock, promotional scheme
and shopping environment whereas proximity and the availability of a specific product at the
store are less influential factors in selecting a specific store.
24. (www.page release.com, 2011) The home textiles market in India is driven by growth in the
real estate and hospitality sector. Rise in income and willingness to spend on high quality
textiles have increased overall the demand. The home textiles market is poised to grow
gradually.
25. (http://marketpublishers.com, 2012), The demand for home textiles products have increased
due to increasing affluence of the higher middle class, sustained growth of retail Culture,
highest proportion of youth population, housing demand in India, increase in higher female
working population, increasing consumption trend towards branded domestic and global
products and increase in the hospitality sector as it has a huge demand for soft textiles.
Attributes of home textile products that have been considered in the study
The various attributes that have been kept in mind while studying consumer buying behavior of
Home textiles in India are as follows.
Price
Quality
Design
Durability
Color
Variety
12
CHAPTER3:
FACTORS AFFECTING
CONSUMER BUYING BEHAVIOUR
13
3. CONSUMER BEHAVIOR
Consumer behavior refers to the selection, purchase and consumption of goods and services for
the satisfaction of their wants. There are different processes involved in the consumer behavior.
Initially the consumer tries to find what commodities he would like to consume, then he selects
only those commodities that promise greater utility. After selecting the commodities, the
consumer makes an estimate of the available money which he can spend. Lastly, the consumer
analyzes the prevailing prices of commodities and takes the decision about the commodities he
should consume. Meanwhile, there are various other factors influencing the purchases of
consumer such as social, cultural, personal and psychological. The explanation of these factors is
given below.
3.1
CULTURAL FACTORS
Consumer behavior is deeply influenced by cultural factors such as: buyer culture, subculture,
and social class.
Culture
Basically, culture is the part of every society and is the important cause of person wants and
behavior. The influence of culture on buying behavior varies from country to country therefore
marketers have to be very careful in analyzing the culture of different groups, regions or even
countries.
Subculture
Each culture contains different subcultures such as religions, nationalities, geographic regions,
racial groups etc. Marketers can use these groups by segmenting the market into various small
portions. For example marketers can design products according to the needs of a particular
geographic group.
14
Social Class
Every society possesses some form of social class which is important to the marketers because
the buying behavior of people in a given social class is similar. In this way marketing activities
could be tailored according to different social classes. Here we should note that social class is not
only determined by income but there are various other factors as well such as: wealth, education,
occupation etc.
3.2
SOCIAL FACTORS
Social factors also impact the buying behavior of consumers. The important social factors are:
reference groups, family, role and status.
Reference Groups
Reference groups have potential in forming a person attitude or behavior. The impact of
reference groups varies across products and brands. For example if the product is visible such as
dress, shoes, car etc then the influence of reference groups will be high. Reference groups also
include opinion leader (a person who influences other because of his special skill, knowledge or
other characteristics).
Family
Buyer behavior is strongly influenced by the member of a family. Therefore marketers are trying
to find the roles and influence of the husband, wife and children. If the buying decision of a
particular product is influenced by wife then the marketers will try to target the women in their
advertisement. Here we should note that buying roles change with change in consumer lifestyles.
Roles and Status
Each person possesses different roles and status in the society depending upon the groups, clubs,
family, organization etc. to which he belongs. For example a woman is working in an
organization as finance manager. Now she is playing two roles, one of finance manager and
other of mother. Therefore her buying decisions will be influenced by her role and status.
15
3.3
PERSONAL FACTORS
Personal factors can also affect the consumer behavior. Some of the important personal factors
that influence the buying behavior are: lifestyle, economic situation, occupation, age, personality
and self concept.
Age
Age and life-cycle have potential impact on the consumer buying behavior. It is obvious that the
consumers change the purchase of goods and services with the passage of time. Family life-cycle
consists of different stages such young singles, married couples, unmarried couples etc which
help marketers to develop appropriate products for each stage.
Occupation
The occupation of a person has significant impact on his buying behavior. For example a
marketing manager of an organization will try to purchase business suits, whereas a low level
worker in the same organization will purchase rugged work clothes.
Economic Situation
Consumer economic situation has great influence on his buying behavior. If the income and
savings of a customer is high then he will purchase more expensive products. On the other hand,
a person with low income and savings will purchase inexpensive products.
Lifestyle
Lifestyle of customers is another import factor affecting the consumer buying behavior. Lifestyle
refers to the way a person lives in a society and is expressed by the things in his/her
surroundings. It is determined by customer interests, opinions, activities etc and shapes his whole
pattern of acting and interacting in the world.
Personality
Personality changes from person to person, time to time and place to place. Therefore it can
greatly influence the buying behavior of customers. Actually, Personality is not what one wears;
16
PSYCHOLOGICAL FACTORS
There are four important psychological factors affecting the consumer buying behavior. These
are: perception, motivation, learning, beliefs and attitudes.
Motivation
The level of motivation also affects the buying behavior of customers. Every person has different
needs such as physiological needs, biological needs, social needs etc. The nature of the needs is
that, some of them are most pressing while others are least pressing. Therefore a need becomes a
motive when it is more pressing to direct the person to seek satisfaction.
Perception
Selecting, organizing and interpreting information in a way to produce a meaningful experience
of the world is called perception. There are three different perceptual processes which are
selective attention, selective distortion and selective retention. In case of selective attention,
marketers try to attract the customer attention. Whereas, in case of selective distortion, customers
try to interpret the information in a way that will support what the customers already believe.
Similarly, in case of selective retention, marketers try to retain information that supports their
beliefs.
Beliefs and Attitudes
Customer possesses specific belief and attitude towards various products. Since such beliefs and
attitudes make up brand image and affect consumer buying behavior therefore marketers are
interested in them. Marketers can change the beliefs and attitudes of customers by launching
special campaigns in this regard.
17
CHAPTER 4:
OBJECTIVES, SCOPE AND
LIMITATIONS
18
I.
Primary Objective
To study the consumer buying behavior of home textiles in India.
II.
Secondary Objectives
To study the factors affecting the purchase of home textiles by the
consumers.
To identify major segments of consumers that the home textile brands can
target.
To study if the consumers are satisfied with the existing product offerings in
home textiles.
19
This research focuses on top sheet, bottom sheet and pillow covers which are only a small
part of the total product offerings in the overall home textiles industry.
The data collection deals with consumer behavior, which may keep on changing from
time to time.
The sample size remains limited to a few respondents only in comparison to the whole
population of home textiles product users.
There was a shortage of required personnel to reach out to the respondents for collecting
primary data.
The target customer i.e. the housewives could not be reached in most of the cases, thus
the majority of the respondents were single and young.
20
CHAPTER 5:
RESEARCH METHODOLOGY
21
5. RESEARCH METHODOLOGY
5.1 RESEARCH DESIGN
The marketing researcher exhausts all the possible choices and the respondent
has to indicate which one is applicable in his case.
The main tool for collecting information in our research is questionnaire. The
questionnaire is close ended, with multiple choices, as we want to judge the importance
of the already established factors of price, occasion, color, income, etc. in the minds of
the existing users.
The questionnaire aims to gather information with respect to four factors:
(www.segmentationstudyguide.com)
23
(Stat Trek)A sample survey is a study that obtains data from a subset of a population, in
order to estimate population attributes.
The data has been collected with the help of a sample survey, owing to time and other
constraints. The data derived from the survey has been analyzed. The main purpose of the
survey was to collect primary data about the consumer buying behavior of home textiles
among the consumers in India and the significance of the established factors like price,
occasion, climatic conditions and consumer demographics.
(Porter) An email survey is one that sends the survey instrument (e.g. questionnaire) to a
respondent via email and most often samples respondents via email.
(Sincero)A personal interview survey, also called as a face-to-face survey, is a survey
method that is utilized when a specific target population is involved.
24
Since our research requires the coverage of maximum number of respondents in a short time
period, electronic mail is the chosen media for data collection. However, out of the 108
respondents 20 respondents have been personally interviewed.
5.5 TYPES OF DATA-PRIMARY & SECONDARY
When collecting data to approach the purpose of a research there are two ways in which the
data can be collected. In order to acquire a general knowledge about the topic, secondary
data is primarily used and this is one of the ways by which data can be collected. The second
way to collect data is the primary data collection.
Usually when a study is conducted, secondary data is not sufficient enough and needs to be
complemented by primary data which is collected by the research. In our research study,
secondary data has been collected from the existing research papers on the similar area to
find out the key factors that influence Indian consumers.
Primary data has been collected through a questionnaire survey so as to gather response
from the Indian consumers.
25
CHAPTER 6:
DATA COLLECTION AND
ANALYSIS
26
This section provides an overview of the methods used in this dissertation and its structure.
Different methodologies have been used to attain the final result. The initial section of the study
is based on secondary data, where the internet journals, research reports etc were the primary
means of collecting data for this research since this method provides the best opportunity for
obtaining information in a short span of time. In the second part, the research was conducted
through questionnaires which facilitated the collection of large amount of data even from far
away locations. Information gathered through secondary research was utilized for the
development of questionnaire in quantitative research, here the research questionnaire is
designed to collect a diverse set of responses about the consumer buying behavior of home
textiles.
The data collected using the interviews and questionnaires was segmented on the basis of the
type of information that the question provided- demographic, behavioral, geographic and
psychographic.
Data was analyzed to draw inferences which take us closer to a conclusion, thus fulfilling our
Primary objective which was To Study the consumer buying behavior of home textiles in
India. The questions asked along with the interpretation of the responses are mentioned below.
27
Demographics:
Questions which gave information about the demographic profiles of the respondents were as
follows:
24%
Gender
Percentage
Male
24%
Female
76%
Other
0%
76%
Male
Female
76% of the respondents were females and 24% of the respondents were males.
3. Education Qualification:
Professionally Qualified
8%
Post Graduate
25%
Graduate
43%
Undergraduate
Education
Percentage
Undergraduate
24%
Graduate
43%
Post Graduate
25%
Professionally
24%
Qualified
0%
10%
20%
30%
40%
50%
Almost 24% of the respondents were undergraduate students and 43% were graduates.
28
8%
4. Occupation:
Retired
1%
Business
6%
Homemaker
17%
Service
29%
Self-Employed
Occupation
Percentage
Student
41%
Self-Employed
6%
Service
29%
Homemaker
17%
Business
6%
Retired
1%
6%
Student
41%
0%
10%
20%
30%
40%
50%
From the above graph, it can be inferred that most of the respondents (41%) are students.
5. Income Group:
9%
5 Lakh 8 Lakh
16%
3 Lakh 5 Lakh
61%
14%
0%
10%
20%
30%
40%
50%
60%
Income Group
Percentage
14%
3 Lakh 5 Lakh
61%
5 Lakh 8 Lakh
16%
9%
70%
From the above graph, it can be inferred that most of the respondents (61%) Income Group lies
between 3 Lakh - 5 Lakh.
29
Older single
0%
1%
Single parent
1%
20%
8%
Single
70%
0%
10%
20%
30%
40%
50%
60%
70%
Percentage
Single
70%
8%
20%
Single parent
1%
1%
Older single
0%
30
80%
Geographic
1. Region:
West
12%
East
37%
South
8%
North
Region
Percentage
North
43%
South
8%
East
37%
West
12%
43%
0%
10%
20%
30%
40%
50%
From the above graph, it can be seen that 43% of the respondents were from Northern region.
2. Location:
Location
Tier-3 (20,000 to 49,999)
5%
above)
Tier-2 (50,000 to 99,999)
12%
Tier-2 (50,000 to
99,999)
83%
0%
20%
40%
60%
80%
31
100%
Tier-3 (20,000 to
49,999)
Percentage
83%
12%
5%
Behavioral:
1. Buying pattern of bed linen
Other
7%
Once in a year
32%
22%
26%
Once in a month
13%
0%
5%
10%
15%
20%
25%
Percentage
Once in a month
13%
26%
22%
Once in a year
32%
Other
7%
Most of the respondents (32%) buy bed linen products once in a year.
32
30%
35%
Frequency of
None of the above
5%
changing bed
4%
linen
Once in a month
5%
Within 7 days
63%
Within 15 days
23%
Once in a month
5%
Within 15 days
23%
Within 7 days
Percentage
63%
Only on a special
0%
50%
100%
occasion
None of the above
4%
5%
Expenditure of
2500 and above
Bed linen
5%
1500 2500
19%
500 1500
70%
Below 500
Below 500
6%
500 1500
70%
1500 2500
19%
5%
6%
0%
20%
40%
60%
80%
As per the graph, 70% of the respondents spend between 500-1500 in rupees.
33
Percentage
Psychographic:
Questions which gave an idea about the psychographics of the respondents, which
were asked using a likert scale, are as follows.
1. I am attracted to premium products; I read business news, and self-help
publications:
50%
44%
40%
30%
20%
23%
14%
14%
10%
5%
Opinion
Percentage
Strongly Agree
14%
Agree
44%
0%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
23%
Disagree
14%
Strongly Disagree
5%
44% of the people agree to the fact that they are attracted to premium products and read business
news, and self-help publications.
34
35%
31%
25%
20%
15%
Opinion
Percentage
Strongly Agree
15%
Agree
31%
27%
30%
19%
15%
8%
10%
5%
0%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
27%
Disagree
19%
Strongly Disagree
8%
31% of the people agree to the fact that they are image conscious and have limited discretionary
income, but carry credit balances and also like to spend on clothing and personal-care products. They
also prefer TV to reading
35%
30%
25%
20%
15%
10%
5%
0%
30%
28%
22%
15%
5%
Opinion
Percentage
Strongly Agree
15%
Agree
30%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
28%
Disagree
22%
Strongly Disagree
5%
30% of the people agree to the fact that they follow fashion and fads, spend much of disposable
income on socializing and buy on impulse, attend to advertising.
35
4. I have a lot of energy, which I pour into physical exercise and social activities. I am
an avid consumer, spending heavily on clothing, fast-foods, music, and other
youthful favorites, with particular emphasis on new products and services I
40%
35%
30%
25%
20%
15%
10%
5%
0%
Opinion
34%
Percentage
Strongly
27%
Agree
21%
15%
Agree
3%
Neither Agree
nor Disagree
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Disagree
Strongly
Disagree
15%
27%
34%
21%
3%
27% of the people agree to the fact that they have a lot of energy, which they pour into physical
exercise and social activities.
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Opinion
46%
Strongly
38%
Agree
Agree
Agree nor
4%
Agree
Neither Agree
nor Disagree
38%
46%
Neither
12%
Strongly
Agree
Percentage
Disagree
0%
Disagree
Strongly
Disagree
Disagree
Strongly
46% of the people agree to the fact that they are practical and value
self-sufficiency.
36
Disagree
12%
4%
0%
50%
40%
45%
Demand
Percentage
Very High
36%
High
45%
Medium
16%
0%
Low
3%
Very Low
Very Low
0%
36%
30%
20%
16%
10%
3%
0%
Very High
High
Medium
Low
45% respondents agree that their demand for bed linen is high during Festivals.
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
42%
35%
11%
9%
3%
Very High
High
Medium
Low
Demand
Percentage
Very High
11%
High
35%
Medium
42%
Low
9%
Very Low
3%
Very Low
42% respondents agree that their demand for bed linen is medium for gifts.
37
50%
44%
40%
30%
26%
24%
20%
6%
10%
Demand
Percentage
Very High
26%
High
44%
Medium
24%
Low
6%
Very Low
0%
0%
0%
Very High
High
Medium
Low
Very Low
44% respondents agree that their demand for bed linen is high during weddings.
45%
40%
40%
34%
35%
30%
25%
20%
16%
15%
10%
6%
4%
5%
Demand
Percentage
Very High
16%
High
40%
Medium
34%
Low
6%
Very Low
4%
0%
Very High
High
Medium
Low
Very Low
40% respondents agree that their demand for bed linen is high during discount.
38
10. I shop bed linen if I have moved to a new home or had my home
remodeled:
40%
35%
30%
25%
20%
15%
10%
5%
0%
35%
36%
22%
5%
Very High
High
Medium
2%
Low
Demand
Percentage
Very High
35%
High
36%
Medium
22%
Low
5%
Very Low
2%
Very Low
36% respondents agree that their demand for bed linen is high if they moved to a new home or had
my home remodeled
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
44%
30%
19%
6%
Demand
Percentage
Very High
30%
High
44%
Medium
19%
Low
6%
Very Low
1%
1%
Very High
High
Medium
Low
Very Low
44% respondents agree that their demand for bed linen is high for decorating the house.
39
12. I shop bed linen when one of the family members started college:
40%
37%
35%
30%
27%
25%
21%
20%
15%
10%
5%
10%
5%
0%
Very High
High
Medium
Low
Very Low
Demand
Percentage
Very High
5%
High
21%
Medium
37%
Low
27%
Very Low
10%
37% respondents agree that their demand for bed linen is medium if any family member started
college.
40%
35%
30%
25%
20%
15%
10%
5%
0%
34%
23%
22%
11%
Very High
10%
High
Medium
Low
Demand
Percentage
Very High
11%
High
22%
Medium
34%
Low
23%
Very Low
10%
Very Low
34% respondents agree that their demand for bed linen is medium if someone had a child.
40
60%
50%
50%
40%
30%
23%
20%
10%
13%
9%
Demand
Percentage
Very High
5%
High
13%
Medium
50%
Low
23%
Very Low
9%
5%
0%
Very High
High
Medium
Low
Very Low
50% respondents agree that their demand for bed linen is medium for unplanned purchase.
15. Price is the most important factor for me when I shop for bed linen
products.
43%
45%
40%
35%
29%
30%
25%
20%
Percentage
Strongly Agree
17%
Agree
43%
17%
15%
Disagree
11%
10%
5%
0%
0%
Strongly
Agree
Opinion
Agree
29%
Disagree
11%
Strongly Disagree
0%
43% respondents agree that price is the most important factor while shopping bed linen products.
41
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
47%
42%
Opinion
Percentage
Strongly Agree
42%
Agree
47%
Agree
Neither Disagree
Agree nor
Disagree
Disagree
1%
Strongly
Disagree
8%
Disagree
2%
Strongly Disagree
1%
47% respondents agree that quality is the most important factor shopping bed linen products.
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
45%
25%
21%
Opinion
Percentage
Strongly Agree
25%
Agree
45%
Strongly
Agree
Agree
Neither Disagree
Agree nor
Disagree
21%
Disagree
8%
Strongly Disagree
1%
Strongly
Disagree
45% respondents agree that design is the most important factor shopping bed linen products.
42
35%
30%
30%
33%
26%
Opinion
Percentage
Strongly Agree
26%
Agree
30%
25%
20%
15%
Neither Agree
9%
10%
2%
5%
33%
nor Disagree
Disagree
0%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
9%
Strongly
2%
Disagree
33% respondents are neutral that good ambience is the most important factor shopping bed linen
products.
19. I prefer buying bed linen from the nearest possible destination as
convenience in shopping is of utmost importance to me
33%
35%
30%
25%
25%
20%
20%
16%
15%
Opinion
Percentage
Strongly Agree
16%
Agree
25%
Neither Agree
10%
6%
5%
nor Disagree
Disagree
0%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Strongly
Disagree
33% respondents neither agree nor disagree that convenience is the most important factor
shopping bed linen products
43
33%
20%
6%
20. I look for variety in the products and hence irrespective of the location
of the shopping outlet.
50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
45%
Opinion
Percentage
Strongly
31%
31%
Agree
Agree
16%
45%
Neither Agree
6%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
2%
Disagree
Strongly
Disagree
16%
nor Disagree
Disagree
6%
Strongly
2%
Disagree
45% respondents agree that they look for variety while shopping bed linen products
21. The colors catch my attention the most and play a very important role
in the purchase decision
Opinion
Percentage
40%
Strongly Agree
41%
30%
Agree
43%
50%
41%
43%
20%
13%
10%
3%
0%
Strongly
Agree
Agree
Neither
Agree nor
Disagree
Disagree
13%
0%
Disagree
Strongly
Disagree
Disagree
3%
Strongly Disagree
0%
43% respondents agree that color is the most important factor shopping bed linen products
44
22. After the first few washes, the product tends to lose its softness and
becomes harsh or coarse in feel
50%
42%
40%
34%
30%
20%
12%
10%
Neither
Agree nor
Disagree
Strongly Agree
10%
Agree
42%
2%
nor Disagree
Strongly
Disagree
Disagree
0%
Agree
Percentage
Neither Agree
10%
Strongly
Agree
Opinion
Disagree
Strongly
Disagree
34%
12%
2%
42% respondents agree that after the first few washes, the product looses its softness and
becomes harsh or coarse in feel
23. In a very short time, with the exposure to sunlight, the product looses its
original color and shine
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Opinion
43%
Percentage
Strongly
Agree
27%
Agree
19%
Agree nor
1%
Agree
Neither Agree
nor Disagree
Disagree
Strongly
Disagree
Disagree
Disagree
43% respondents agree that with the exposure to sunlight, the product looses its original color
45
27%
Disagree
Strongly
and shine.
43%
Neither
10%
Strongly Agree
19%
10%
1%
24. At times I notice some small ball like formations on the surface of the
bed linen products
Opinion
50%
44%
40%
Strongly
6%
Agree
32%
30%
Agree
16%
20%
10%
Percentage
44%
Neither
6%
2%
Agree nor
32%
Disagree
0%
Strongly Agree
Agree
Neither Agree
nor Disagree
Disagree
Strongly
Disagree
Disagree
16%
Strongly
44% respondents agree that they notice some small ball like
2%
Disagree
25. Bed linen products tend to form wrinkles very quickly which remain
even after proper ironing
Opinion
40%
34%
35%
33%
Strongly
30%
Agree
25%
Agree
20%
20%
15%
Neither Agree
11%
nor Disagree
10%
5%
2%
0%
Strongly Agree
Agree
Neither Agree
nor Disagree
Disagree
Strongly
Disagree
Disagree
Strongly
Disagree
Percentage
11%
34%
33%
20%
2%
34% respondents agree that Bed linen products tend to form wrinkles very quickly which remain
even after proper ironing.
46
26. The bed linen products tend to shrink in length right after the first wash
35%
30%
25%
20%
15%
10%
5%
0%
30%
32%
24%
Percentage
Strongly Agree
9%
Agree
30%
Neither Agree
9%
5%
Strongly
Agree
Opinion
Agree
Neither
Agree nor
Disagree
Disagree
32%
nor Disagree
Strongly
Disagree
Disagree
24%
Strongly Disagree
5%
32% respondents neither agree nor disagree that Bed linen products tend to shrink in length right
after first wash.
27. The bed linen products have printing errors which we usually notice
after using the product
40%
36%
35%
30%
27%
26%
25%
Percentage
Strongly Agree
10%
Agree
26%
Neither Agree
20%
15%
Opinion
nor Disagree
10%
10%
Disagree
5%
1%
0%
Strongly
Agree
Agree
Neither Agree
nor Disagree
Disagree
Strongly
Disagree
Strongly
Disagree
36% respondents neither agree nor disagree that Bed linen products have printing errors.
47
36%
27%
1%
28. The standard sizes available in the market fail to cover/suit the
dimensions of our bed.
35%
31%
30%
27%
28%
25%
20%
15%
Percentage
Strongly Agree
10%
Agree
31%
10%
10%
4%
5%
0%
Strongly
Agree
Opinion
Agree
Neither
Agree nor
Disagree
Disagree
Strongly
Disagree
Disagree
Disagree
28%
Strongly Disagree
4%
31% respondents agree that the standard sizes available in the market fail to cover/suit the
dimensions of their bed.
48
27%
CHAPTER 7:
SUMMARY
49
7. SUMMARY
76% of the respondents were females and 24% of the respondents were males.
24% of the respondents were undergraduate students and 43% were graduates.
It can be inferred that most of the respondents (61%) Income Group lies between
3 Lakh - 5 Lakh.
84% of the respondents believe that they are very practical and value self
sufficiency. They focus on their family, work and physical recreation and have
little interest in the broader world. They appreciate practical and functional
products.
62 % of the respondents have agreed that in a very short time , with the exposure
to sunlight the product loses its original color and shine.
50
CHAPTER 8:
CONCLUSION AND FUTURE
SCOPE
51
The Indian textile industry comprises of a wide range of products ranging from bed and bath linen,
upholstery to carpets and other coverings. Bed and bath linen enjoys the most overriding position and had
a market share of INR 8965 Cr in 2011.
The Indian market is still at a budding stage. The unorganized sector dominates this market and
there are huge opportunities for organized players to grow.
According to our analysis, the Indian textile industry can grab a good share of the market by
targeting the young and the single population of India, that currently remains ignored. We found
out that , this segment looks out for good quality products at affordable prices. Their demand
mainly concentrates on gifting/ personal consumption during festivals and weddings. They are
practical and value self -sufficiency. They appreciate practical and functional products.
Also, we found out that the majority of the customers are not satisfied with the products color
fastness. This can provide the existing players scope for improvement.
8.2 FUTURE RESEARCH
This research study raises various arguments on consumer behavior for home textiles affected by
demographic, behavioral, geographic and psychographic factors. The purchases made by the
consumers are always planned and there is very less unplanned purchase in the home linen
market. The triadic factors related to expenditure, hedonic pleasure and lifestyle can also be the
future research directions. There are not many empirical studies that have addressed these
questions either in isolation or considering the interrelationship of the above factors. The
determinants of shopping behavior analyzed in this study can be further explored in marketing
home textile amongst the young. Bed linen has a long life cycle. Hence, exploring the demand
cycle might attract researchers to this area. In addition, research on E-retailing of home textiles
also appears to be a promising subject. E-retailing not only presents a fresh channel to market for
existing players, but also enables a cost-effective route to marketing for home textiles.
52
CHAPTER 9:
ANNEXURE
53
9. ANNEXURE
Questionnaire on Market Survey on the Consumer Buying Behavior of Bed Linen in
India
We, the Fashion Management students of National Institute of Fashion Technology, Kolkata
under the Ministry of Textiles, Government of India, seek your valuable opinion for the
successful completion of our research on Consumer Buying Behavior in Bed Linen. For the
purpose of our survey, Bed Linen comprises of Bed Sheets, Bed Covers and Pillow Covers only.
We request you to take some time out of your busy schedule and fill in the questionnaire.
1.
Name:
2.
Gender:
a) Male
3.
b) 21-30 c) 31-40
b) Self-Employed
c) Service
d) Homemaker
e) Business f) Retired
7.
e) 51-60 f) Above 60
Occupation:
a) Student
6.
d) 41-50
Education:
a) Undergraduate
5.
c) Other
Age ( in years):
a) 18-20
4.
b) Female
What stage of the family life cycle do you currently belong to?
a) Young and Single
under the age of 6
the age group of 6-18 f) Older married with children above the age of 18 g) Older
married with children living outside home h) Older single
8.
9.
d) West
Where are you located? (Based on the population of your city as per the 2001 census)
a) Tier -1(1, 00,000 and above) b) Tier 2 (50,000 to 99,999) c) Tier 3 (20,000 to 49,999)
54
10. Please choose the appropriate number based on your opinion about the following
statements.
Opinion
Strongly
Statement
Neutral
Disagree
Agree
Strongly
Agree
Disagree
11. How often do you buy Bed Linen products for own consumption?
a) Once in a month
months
12. How many times in a month do you change your bed linen?
a) Within 7 days
b) Within 15 days
c) Once in a month
occasion
d) Only on a special
13. Rate your demand for bed linen the following occasions on a scale of 1 to 5. ( 5 being the
lowest)
Frequency
Very High
High
Medium
Low
Very Low
Festivals
Gifts
Weddings
Discounts
Had a child
Unplanned purchases
Occasion
14. How much (in Rupees) do you spend on a single item of bed line in a single visit?
a) Below 500
b) 500 1500
c) 1500 2500
d) Above 2500
15. Please choose the appropriate number based on your opinion about the below
mentioned statements.
Opinion
Statement
Strongly
Strongly
Agree
Neutral
Disagree
Agree
Disagree
Opinion
Statement
Strongly
Strongly
Agree
Neutral
Disagree
Agree
Disagree
57
Opinion
Statement
Strongly
Strongly
Agree
Neutral
Disagree
Agree
Disagree
58
CHAPTER 10:
REFERENCES
59
10. REFERENCES
(2009). Market Research on Home Textile Textiles Sector in India. New Delhi: Ace Global
Pvt Ltd.
KIT : Home Textiles India. (2011, january 3). Retrieved from www.Business Standard.com:
http://www.business-standard.com/article/management/kit-the-home-textiles-market-inindia-111010300058_1.html
Business
Dictionary.
(n.d.).
Retrieved
from
www.businessdictionary.com:
http://http://www.businessdictionary.com/definition/exploratoryresearch.html/definition/exploratory-research.html
Business
Dictionary.
(n.d.).
Retrieved
from
www.businessdictionary.com:
http://www.businessdictionary.com/definition/questionnaire.html
Descriptive
Research.
(n.d.).
Retrieved
from
http://www.htm.uoguelph.ca/MJResearch/ResearchProcess/DescriptiveResearch.htm
from
www.dcmsme.gov.in:
http://www.dcmsme.gov.in/publications/pmryprof/hosiery/ch2.pdf
Sincero,
S.
M.
(n.d.).
Explorable.
Retrieved
from
https://explorable.com:
https://explorable.com/personal-interview-survey
Stat
Trek.
(n.d.).
Retrieved
from
http://stattrek.com/statistics/dictionary.aspx?definition=sample_survey
60
http://stattrek.com: