A STUDY ON CONSUMER BUYING

BEHAVIOR AAT GRASP CLOTHINGS

COIMBATORE

INTRODUCTION
Consumer behavior is the study of how individual customers,

groups or organizations select, buy, use, and dispose ideas,

goods, and services to satisfy their needs and wants. It refers to
the actions of the consumers in the marketplace and the
underlying motives for those actions.
Marketers expect that by understanding what causes the
consumers to buy particular goods and services, they will be
able to determinewhich products are needed in the
marketplace, which are obsolete, and how best to present the
goods to the consumers.
The study of consumer behavior assumes that the consumers
are actors in the marketplace. The perspective of role theory
assumes that consumers play various roles in the marketplace.
Starting from the information provider, from the user to the
payer and to the disposer, consumers play these roles in the
decision process.

GRASP CLOTHING
The story of Grasp Clothing started in Tirupur with wholesale of

hosiery and woven garments catering to the various needs of

wholesalers and retailers towards India. The city has more than
5,000 garment manufacturing units and job work units, and is one
of the most organized processing and finishing garment clusters
in India. Grasp has branches at tirupur , salem and coimbatore
and two franchise stores at karur and pollachi.
Grasp has strong presence in retailing of readymade and wishes
to expand its market presence nationally. The revenue model is
based on the cost structure and the revenue streams of the
company. Grasp Clothing is a trusted name in the market for
offering a wide variety of elegant clothing to its customers
through its well established retail outlets.
The key activities Grasp performs are design, manufacturing,
marketing, distribution and sales of clothing products which
include Women's wear, Polo T-Shirt, Girls T-Shirt and many more.

OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE:
The primary objective of this study is

consumer buying behaviour at grasp

clothing .
SECONDARY OBJECTIVE:
To know the customers awareness towards
grasp clothing.
To study the various facilities offered by the
grasp clothing.
To study the price level and product
availability.
To study the satisfaction level of the

NEED AND SCOPE OF THE

STUDY
Purpose of this study is to determine what factor is related to

the consumer buying behaviour at grasp clothing. The specific

factors addressed in this study.
Effective positioning is particularly critical for services firm
where intangibility clouds the customs ability to differentiate
one service provider offering from the next the way in which
service providers differentiate their offering from other firms
impact on its position in the customer mind so the study was
analyzed to understand more and more customer expectation
and meeting their requirement to high level of satisfaction.
The study on customers preference toward grasp , cover many
respects such as preference, environment layout, service
parking, staff performance and other facilities, finally it cover
the impeccable services, customers relationship method and
management approaches of the store.

LIMITATION OF THE STUDY

The project confines to Coimbatore city and

as such only specific or random

respondents were available.
Time was also a problem since the research
was to be completed within the given time
and the process was to be spend up.
The questionnaire was circulated among
120 respondents only and thus the results
are not universally applicable.

RESEARCH METHODOLOGY
MEANING OF RESEARCH METHODOLOGY

Research methodology is the blueprint of the

proposed study. It presents the overall scheme of the
study. Research methodology is the description,
explanation and justification of various methods of
conducting research. A research methodology is a
logical and systematic planning and it helps directing a
piece of research. It has been divided into four parts,
Research Design
Sample Design
Data Collection Method
Data Analysis Procedure

SAMPLE DESIGN
Sampling Design of the study consists of two steps
Selection of the Study Area.
Selection of the Sample Size.
Sample Technique.
SELECTION OF THE STUDY AREA7

The selected area for conducting the study was Coimbatore.

The company allotted the area to the researcher.
SELECTION OF THE SAMPLE SIZE

Since the population is large and unknown, the researcher

followed Non- Probability Sampling method. Non-probability
samples that are unrestricted are called convenience samples.
They are the least reliable design but normally the cheapest and
easiest to conduct. Researchers or field workers have the freedom
to choose whomever they find, thus the name convenience.
Thus Convenience Sampling was followed in the selection of the
sample units.
The Sample Size selected for the Study was 120 respondents.
SAMPLE TECHNIQUE

For the present study, the techniques of convenience sampling

(i.e. non-probability sampling)is used.

DATA SOURCES
PRIMARY DATA:
The Primary data was collected from the

respondents by administering a structured

questionnaire and also through
observations, interviews and discussion
with Management team.
SECONDARY DATA:
Apart from Primary data, the secondary
data is being collected through Text books,
records of GO GO International Pvt. Limited,
Journals from Library, Academic Reports,
and Internet, used for this study.

FINDINGS
Majority of 40% of respondents are 21-30 age categories.
Majority of 62.3% of respondents are male
Majority of 49.1 % of respondents studied PG
Majority 34.1% of respondents are students.
Majority of 50.8% are nuclear family.
Majority of 63.3% of respondents are living in urban places.
Majority of 59.1% of respondents are friends know about grasp.
Majority of 46.6% respondents spending on single purchase

amount are between 1001-3000.

Majority of 40% of respondents have shopping menswear.
Majority of 60.8% of respondents are satisfied on products.
Majority of 61.6%of respondents are not having membership
card.
Majority of 45% of respondents are satisfied offers
Majority of 53.3 of respondents are satisfied service
Majority 71.6% of respondents are update offer through sms.
Majority 63.3% of respondents are not like specific product.
Majority 75% of respondents are like to recommend.

SUGGESTIONS
In my opinion, no doubt grasp is symbol of good quality and faith.

But still grasp has large scope to grow.

It is suggested that, parking facilities and maintenance should be
improved.
It is that the management should give a wide range of
advertisement in all Medias of communications.
It is advised that the complaints should be handled properly and
diligently.
It is suggested that the way to exist should be increased.
It is suggested that secret more video cameras may be fixed to
avoid theft.
Eatable items are on the entrance, and it should to any one of the
floors as its creates crowd and inconvenience to customers.
Toilet facilities can be provided by the store.
Change in the items in the floors can be avoided.
VIP cards or customers cards can be provided for regular
customers.
Salesman service has to be improved.

CONCLUSION
The conclusions that can be drawn from the study are:
The study revealed that customer buying behaviour and

satification which helps Grasp Clothing to encourage more

people to be the customers. They have a good position in
the minds of the people. They maintain high quality
advanced and technology in retail market. They maintain
a very good relationship with the customers. The brand
image of the company is very high and the service is also
satisfying to the customers. Most of the respondents are
very much satisfied with the service provide by the grasp
clothing . Respondent satisfaction level it will bring out
positive benefits to grasp clothing, sales person and
customer. Respondent satisfaction boosts more sales and
faithful customer to the grasp clothing to introduce good
margin and better service. They offer good service which
is being reflected on the satisfaction of the customers.