CHAPTER-1

INTRODUCTION
1
1.1 ABOUT INDUSTRY
New innovations in clothing production, manufacture and design came during the
Industrial Revolution - these new wheels, looms, and spinning processes changed clothing
manufacture forever.
The rag trade, as it is referred to in the U and !ustralia is the manufacture, trade and
distri"ution of te#tiles.
There were various stages - from a historical perspective - where the te#tile industr$
evolved from "eing a domestic small-scale industr$, to the status of supremac$ it currentl$
holds. The cottage stage was the first stage in its histor$ where te#tiles were produced on
a domestic "asis.
%uring this period cloth was made from materials including wool, fla# and cotton. The
material depended on the area where the cloth was "eing produced, and the time the$ were
"eing made.
In the later half of the medieval period in the northern parts of &urope, cotton came to "e
regarded as an imported fi"er. %uring the later phases of the 1'th centur$ cotton was
grown in the warmer climes of !merica and !sia. (hen the Romans ruled, wool, leather
and linen were the materials used for ma)ing clothing in &urope, while fla# was the
primar$ material used in the northern parts of &urope.
%uring this era, e#cess cloth was "ought "$ the merchants who visited various areas to
procure these left-over pieces. ! variet$ of processes and innovations were implemented
for the purpose of ma)ing clothing during this time. These processes were dependent on
the material "eing used, "ut there were three "asic steps commonl$ emplo$ed in ma)ing
clothing. These steps included preparing material fi"ers for the purpose of spinning,
)nitting and weaving.
%uring the Industrial Revolution, new machines such as spinning wheels and handlooms
came into the picture. *a)ing clothing material +uic)l$ "ecame an organi,ed industr$ - as
compared to the domesticated activit$ it had "een associated with "efore. ! num"er of new
innovations led to the industriali,ation of the te#tile industr$ in -reat .ritain.
/
0lothing manufactured during the Industrial Revolution formed a "ig part of the e#ports
made "$ -reat .ritain. The$ accounted for almost /12 of the total e#ports made at that
time, dou"ling in the period "etween 1341 and 1334.The center of the cotton industr$ in
-reat .ritain was 5ancashire - and the amount e#ported from 1341 to 1334 had grown ten
times. 6owever, wool was the ma7or e#port item at this point of time.
In the Industrial Revolution era, a lot of effort was made to increase the speed of the
production through inventions such as the fl$ing shuttle in 1388, the fl$er-and-"o""in
s$stem, and the Roller 9pinning machine "$ :ohn ($att and 5ewis ;aul in 138<.
5ewis ;aul later came up with the carding machine in 13=< and in 13'= the spinning 7enn$
was also developed. The water frame was invented in 1331 "$ Richard !r)wright. The
power loom was invented in 13<= "$ &dmund 0artwright.
In the initial phases, te#tile mills were located in and around the rivers since the$ were
powered "$ water wheels. !fter the steam engine was invented, the dependence on the
rivers ceased to a great e#tent. In the later phases of the /4th centur$, shuttles that were
used in the te#tile industr$ were developed and "ecame faster and thus more efficient. This
led to the replacement of the older shuttles with the new ones.
Toda$, modern techni+ues, electronics and innovation have led to a competitive, low-
priced te#tile industr$ offering almost an$ t$pe of cloth or design a person could desire.
(ith its low cost la"our "ase, 0hina has come to dominate the glo"al te#tile industr$
6ere in this pro7ect report we deal with a special segment of the te#tile industr$ which is
into 0omputeri,ed &m"roidering on the dress material. *achine em"roider$ is now so
heavil$ utili,ed for product "randing, corporate advertising, uniform adornment and also
for personal sewing and craft pro7ects "$ ho""$ists that the word >em"roider$> is now
generall$ more readil$ associated with forms of *achine &m"roider$ than an$ of the more
traditional forms of >6and &m"roider$>. There are two main t$pes of *achine
&m"roider$?
The first >@ree *otion 9ewing *achine &m"roider$>, involves using a "asic ,ig,ag
sewing machine.
8
The second >0omputeri,ed *achine &m"roider$> involves using an em"roider$ machine
or sewingAem"roider$ machine.
1.2 Free motion machine emroi!er"
@ree-motion machine em"roider$ is the process where"$ em"roidered designs are created
utili,ing a "asic ,ig,ag sewing machine. This t$pe of machine is primaril$ used for
tailoring and lac)s the automation and specialist assistance of a specialist machine.
@ree motion machine em"roider$ involves simultaneousl$ running the machine and
s)illfull$ moving tightl$ hooped fa"ric under the needle in unison with the machine to
create even stitches.
The operator thus "uilds up and sews out the em"roidered design >manuall$>, with either
normal >running> stitching Brunning stitchC andAor with an$ supported fanc$ "uilt-in stitch
t$pes to artfull$ create >an image> composed of stitching sewn into a piece of fa"ric or
other similar item.
;roducing man$ parallel rows of straight stitching is an effect that can "e emplo$ed to fill
in an area with a solid loo)ing fill effect or using a machineDs in"uilt ,ig-,ag stitch can "e
used to depict thic)er lines in a design or for "ordering and appli+uE applications.
This process involves stopping and >re-threading> the machine manuall$ for each
su"se+uent color in a multi-color design as the machine onl$ has one needle in addition to
manuall$ trimming out and cleaning up loose or connecting threads after the design is
completed.
!s this is a manual process rather than a digital reproduction an$ pattern created using this
st$le is a >one off> and cannot "e precisel$ reproduced the wa$ a computeri,ed machine
can do.
(ith the advent of computeri,ed machine em"roider$, the main use of manual machine
em"roider$ is in fi"er art and +uilting pro7ects. (hile some still use this t$pe of
em"roider$ to em"ellish garments, with the ease and decreasing cost of computeri,ed
em"roider$ machine, it is rapidl$ falling out of favor. *an$ +uilters and fa"ric artists now
=
use a free machine em"roider$ process often called >thread drawing> Bor thread paintingC
to create em"ellishments on items, or to create e#amples of te#tile art.
1.# Com$%teri&e! machine emroi!er"
These da$s virtuall$ all modern em"roider$ machines are computer controlled and
specificall$ engineered for em"roider$. IndustrialAcommercial em"roider$ machines and
sewingAem"roider$ machines "oth have a hooping or framing s$stem that holds the framed
area of fa"ric tautl$ and securel$ underneath the sewing needle and move it around
automaticall$ to create a design from a digital em"roider$ file Bpre-made patternC
.oth can read and sew out em"roider$ design files Bof various t$pesC with var$ing degrees
of user input re+uired depending on its capa"ilities.
@or e#ample sewing-em"roider$ machines generall$ onl$ having one needle will re+uire
the user to change thread colors >on the fl$> where as a multi-needle BindustrialC machine
having more needles can generall$ "e threaded up all at once prior to running the design.
This method also re+uires the user to input the correct color BneedleC change se+uence into
the machine "eforehand.
*odern BindustrialC em"roider$ machines can trim and change colors automaticall$ and
can have an$where up to 11 or more needles per >head>Bavaila"le colorsC. The term >head>
refers to the >sewing head> as some of the larger industrial em"roider$ machines can sew
the same design out onto /4 Bor moreC garments at once Bas an$ one of these industrial
machines can have man$ sewing headsC.
.efore computers were afforda"le, most em"roider$ was completed "$ >punching> designs
on paper tape that then ran through a mechanical em"roider$ machine. Fne error could
ruin an entire design, forcing the creator to start over. This is how the term >punching>
came to "e used in relation to digiti,ing em"roider$ designs.
The com$%teri&e! machine emroi!er" $roce''
These are the "asic steps for creating em"roider$ with a computeri,ed em"roider$
machine.
1
/ purchase or create a digiti,ed em"roider$ design file
8 edit the design andAor com"ine with other designs BoptionalC
= load the final design file into the em"roider$ machine
1 sta"ili,e the fa"ric and place it in the machine
' start and monitor the em"roider$ machine
1.( OB)ECTI*ES o+ the 't%!" are a' +o,,o-'.-
To stud$ the top selling "rands of %ress *aterials in %elhi mar)ets G reasons for
their high sales.
To stud$ the most profita"le companies that dealers li)e to deal in, the reasons G
"rands most profita"le to them.
To recogni,e the feature and factors that customers loo) for in a dress material G
their impact on purchase decision.
Top of mind ;roduction houses for wholesalers and retailers.
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CHAPTER-2
INTRODUCTION ABOUT
TOPIC
2.1 Intro!%ction ao%t the hea!in/
3
Con'%mer Beha0io%r
0onsumer "ehaviour is the stud$ of when, wh$, how, and where people do or do not "u$
product. It "lends elements from ps$cholog$, sociolog$, social anthropolog$ and
economics. It attempts to understand the "u$er decision ma)ing process, "oth individuall$
and in groups. It studies characteristics of individual consumers such as demographics and
"ehavioural varia"les in an attempt to understand peopleDs wants. It also tries to assess
influences on the consumer from groups such as famil$, friends, reference groups, and
societ$ in general.
0ustomer "ehaviour stud$ is "ased on consumer "u$ing "ehaviour, with the customer
pla$ing the three distinct roles of user, pa$er and "u$er. Relationship mar)eting is an
influential asset for customer "ehaviour anal$sis as it has a )een interest in the re-
discover$ of the true meaning of mar)eting through the re-affirmation of the importance of
the customer or "u$er. ! greater importance is also placed on consumer retention,
customer relationship management, personalisation, customisation and one-to-one
mar)eting. 9ocial functions can "e categori,ed into social choice and welfare functions.
&ach method for vote counting is assumed as a social function "ut if !rrows possi"ilit$
theorem is used for a social function, social welfare function is achieved. 9ome
specifications of the social functions are decisiveness, neutralit$, anon$mit$,
monotonocit$, unanimit$, homogeneit$ and wea) and strong ;areto optimalit$. No social
choice function meets these re+uirements in an ordinal scale simultaneousl$. The most
important characteristic of a social function is identification of the interactive effect of
alternatives and creating a logical relation with the ran)s. *ar)eting provides services in
order to satisf$ customers. (ith that in mind, the productive s$stem is considered from its
"eginning at the production level, to the end of the c$cle, the consumer.
.elch and .elch define consumer "ehaviour as Dthe process and activities people engage in
when searching for, selecting, purchasing, using, evaluating, and disposing of products and
services so as to satisf$ their needs and desiresD.D
B1AC2 BO3 4ODE1
*ar)eting
9timuli
&nvironmental
9timuli
.u$er
characteristics
%ecision
pro"lem
.u$er
response
<
;roduct &conomic attitudes ;ro"lem
recognition
;roduct choice
;rice
;lace
technological
;olitical
0ultural
motivation
perceptions
personalit$
Information
search
!lternative
evaluation
.rand
choice
%ealer
choice
;urcahse
timing
;romotion %emographic lifest$le ;urchase
decision
;urchase
amount
0hart-1
The "lac) "o# model shows the interaction of stimuli, consumer characteristics, decision
process and consumer responses. It can "e distinguished "etween interpersonal stimuli
B"etween peopleC or intrapersonal stimuli Bwithin peopleC. The "lac) "o# model is related
to the "lac) "o# theor$ of "ehaviourism, where the focus is not set on the processes inside
a consumer, "ut the relation "etween the stimuli and the response of the consumer. The
mar)eting stimuli are planned and processed "$ the companies, whereas the environmental
stimulus are given "$ social factors, "ased on the economical, political and cultural
circumstances of a societ$. The "u$ers "lac) "o# contains the "u$er characteristics and the
decision process, which determines the "u$ers response.
The "lac) "o# model considers the "u$ers response as a result of a conscious, rational
decision process, in which it is assumed that the "u$er has recogni,ed the pro"lem.
6owever, in realit$ man$ decisions are not made in awareness of a determined pro"lem "$
the consumer.
In+ormation 'earch
Fnce the consumer has recognised a pro"lem, the$ search for information on products and
services that can solve that pro"lem. .elch and .elch B/443C e#plain that consumers
underta)e "oth an internal Bmemor$C and an e#ternal search.
H
So%rce' o+ in+ormation inc,%!e.
;ersonal sources
0ommercial sources
;u"lic sources
;ersonal e#perience
The relevant internal ps$chological process that is associated with information search is
perception. ;erception is defined as Dthe process "$ which an individual receives, selects,
organises, and interprets information to create a meaningful picture of the worldD.
FACTORS 5HICH INF1UENCE CONSU4ER BEAH*IOUR.
Interna, in+,%ence'
0onsumer "ehaviour is influenced "$? demographics, ps$chographics Blifest$leC,
personalit$, motivation, )nowledge, attitudes, "eliefs, and feelings. consumer "ehaviour
concern with consumer need consumer actions in the direction of satisf$ing needs leads to
his "ehaviour of ever$ individuals depend on thin)ing.
E6terna, in+,%ence'
0onsumer "ehaviour is influenced "$? culture, su"-culture, localit$, ro$alt$, ethnicit$,
famil$, social class, reference groups, lifest$le, and mar)et mi# factors
0onsumer purchases are influenced strongl$ "$ or there are four factors.
The following are the certain factors which influence the consumer "ehaviour?
a7 C%,t%ra, Factor
0ultural factor divided into three su" factors BiC 0ulture BiiC 9u" 0ulture BiiiC 9ocial 0lass
0ulture?-
The set of "asic values perceptions, wants, and "ehaviours learned "$ a mem"er of societ$
from famil$ and other important institutions. 0ulture is the most "asic cause of a persons
wants and "ehaviour. &ver$ group or societ$ has a culture, and cultural influences on
"u$ing "ehaviour ma$ var$ greatl$ from countr$ to countr$.
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9u" 0ulture ?-
! group of people with shared value s$stems "ased on common life e#periences and
situations.
&ach culture contains smaller su" cultures a group of people with shared value s$stem
"ased on common life e#periences and situations. 9u" culture includes nationalities,
religions, racial group and geographic regions. *an$ su" culture ma)e up important
mar)et segments and mar)eters often design products.
9ocial 0lass?-
!lmost ever$ societ$ has some form of social structure, social classes are societ$s
relativel$ permanent and ordered divisions whose mem"ers share similar values, interests
and "ehaviour.
7 Socia, Factor'
! consumers "ehaviour also is influenced "$ social factors, such as the BiC -roups BiiC
@amil$ BiiiC Roles and status
-roups ?-
Two or more people who interact to accomplish individual or mutual goals.
! persons "ehaviour is influenced "$ man$ small groups. -roups that have a direct
influence and to which a person "elongs are called mem"ership groups. 9ome are primar$
groups includes famil$, friends, neigh"ours and cowor)ers. 9ome are secondar$ groups,
which are more formal and have less regular interaction. These includes organi,ations li)e
religious groups, professional association and trade unions.
@amil$?-
@amil$ mem"ers can strongl$ influence "u$er "ehaviour. The famil$ is the most important
consumer "u$ing organi,ation societ$ and it has "een researched e#tensivel$. *ar)eters
are interested in the roles, and influence of the hus"and, wife and children on the purchase
of different products and services.
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Roles and 9tatus ?-
! person "elongs to man$ groups, famil$, clu"s, organi,ations.
The persons position in each group can "e defined in terms of "oth role and status.
c7. Per'ona, Factor'
It includes BiC!ge and life c$cle stage BiiC Fccupation BiiiC &conomic situation BivC 5ife
9t$le BvC ;ersonalit$ and self concept.
!ge and 5ife c$cle 9tage?-
;eople changes the goods and services the$ "u$ over their lifetimes. Tastes in food,
clothes, furniture, and recreation are often age related. .u$ing is also shaped "$ the stage
of the famil$ life c$cle.
Fccupation ?-
! persons occupation affects the goods and services "ought. .lue collar wor)ers tend to
"u$ more rugged wor) clothes, whereas white-collar wor)ers "u$ more "usiness suits. !
0o. can even speciali,e in ma)ing products needed "$ a given occupational group. Thus,
computer software companies will design different products for "rand managers,
accountants, engineers, law$ers, and doctors.
&conomic situation ?-
! persons economic situation will affect product choice
5ife 9t$le ?-
5ife 9t$le is a persons ;attern of living, understanding these forces involves measuring
consumers ma7or !IF dimensions. i.e. activities B(or), ho""ies, shopping, support etcC
interest B@ood, fashion, famil$ recreationC and opinions Ba"out themselves, .usiness,
;roductsC
;ersonalit$ and 9elf concept ?-
1/
&ach persons distinct personalit$ influence his or her "u$ing "ehaviour. ;ersonalit$ refers
to the uni+ue ps$chological characteristics that lead to relativel$ consistent and lasting
responses to ones own environment.
!7 P'"cho,o/ica, Factor'
It includes these @actors BiC*otivation BiiC ;erception BiiiC 5earning BivC .eliefs and
attitudes
*otivation ?-
*otive BdriveC a need that is sufficientl$ pressing to direct the person to see) satisfaction
of the need
;erception ?-
The process "$ which people select, Frgani,e, and interpret information to form a
meaningful picture of the world.
5earning?-
0hanges in an individuals "ehaviour arising from e#perience.
.eliefs and attitudes ?-
.elief is a descriptive thought that a person holds a"out something
!ttitude, a ;ersons consistentl$ favoura"le or unfavoura"le evaluations, feelings, and
tendencies towards an o"7ect or idea
2.2 INTRODUCTION TO PERCEPTION
6uman "eings ma$ differ "ecause of their differences G uni+ueness. ;eople often see the
same situationA phenomenon differentl$ within the organi,ation G outside the organi,ation.
@or e#ample? when there is an accident in the factor$, the supervisor ma$ treat it as the
carelessness of wor)er while the wor)er ma$ treat it as lac) of ade+uate provision of
securit$ measures. Thus the situation remaining the same, cause has "een assigned
differentl$ "$ different group of people. In order to understand wh$ people see the same
situation differentl$, one has to understand ;&R0&;TIFN G its different aspect.
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5HAT IS PERCEPTION 8
;erception is a congnitive process. 0ognition is "asicall$ "it of informationI cognitive
process involves the wa$ in which people processAunderstand that information. ;erception
process involves selecting, organising and interpreting the stimulus. Thus perception is the
process selecting, organi,ing and interpreting or attaching meaning to the events
happening in the environment. 6owever, what one can perceive can "e different from
o"7ective realit$. Their need not "e "ut there is often, disagreement. @or e#ample? its
possi"le that all the emplo$ee in a firm ma$ view it as a great place to wor) favora"le
wor)ing conditions, interesting 7o" assignment, good pa$ and e#cellent "enefit "ut as most
of us )now, its ver$ unusual to find such agreement.
%&@INITIFN
9PERCEPTION ma" e !e+ine! a' a $roce'' " -hich in!i0i!%a, or/ani&e an!
inter$ret their 'en'or" im$re''ion in or!er to /i0e meanin/ to their en0ironment.:
FEATURES OF PERCEPTION
;erception is the intellectual process through which a person selects the data from
the environment, organi,es it, and o"tains meaning from it.
;erception is a ps$chological process also. The manner in which people perceive
the environment affects his "ehavior.
;erception, "eing an intellectual and ps$chological process, "ecomes a su"7ective
process and different people ma$ perceive the same environmental event
differentl$.
PERCEPTUA1 PROCESS .
;erception process is e#plained "$ input-throughput-output approach. This approach
emphasi,es that there is input which is processed and gives output. ;erceptual process
present three elements of perception. These are? e#istence of stimuli Bo"7ects, event,
GpeopleC perceptual mechanism Bselecting, organising, G interpretationC and perceptual
outputs Battitude, opinion, G valuesC. ;erceptual output along with other determinant of
human "ehavior affects and shape "ehavior. 5et us see how perceptual process wor)s in
terms of its three "asic elements.
1=
1. ;&R0&;TU!5 IN;UT? The stimuli in the environment- o"7ects, events, or people-
can "e considered as the perceptual inputs. Thus ever$thing in the setting where the
events occur, or which contri"utes to the occurrence of the events, can "e treated as
perceptual input. (hen the perceiver interacts with a stimulus, sensation ta)e place
which starts perceptual process. B9ensation is descri"ed as the response of a
ph$sical sensor$ organ. The ph$sical senses are vision, hearing, touch, smell, and
taste.C
/. ;&R0&;IFN *&06!NI9*? ;erceptual mechanism involves three elements-
selection of stimuli, organi,ation of stimuli, and interpretation of stimuli.
8. 9&5&0TIFN F@ 9TI*U5I? !fter receiving the stimuli from the environment,
some are selected for further processing while others are screened out "ecause it is
not possi"le for a person to select all stimuli which he see in the environment.
There are two t$pes of factors which affects the selection of stimuli. These are
e#ternal and related to stimuli and internal related to the perceiver.
=. FR-!NI9!TIFN F@ 9TI*U5I ? !fter the stimuli are selected these are organi,ed
in some form of in order to ma)e sense out of that. The various forms of organi,ing
stimuli are figure-ground, perceptual grouping, simplification and closure.
1. INT&R;R&T!TIFN F@ 9TI*U5I? The perceptual inputs that have "een organi,ed
will have to "e interpreted "$ the perceiver to e#tract some meaning of what is
going on in the situation. ;eople interpret the meaning of what the$ have selected
and organi,ed in term of their own assumption of people, things and situations.
The$ interpret the things as goodA"ad, "eautifulAugl$, and so on. Interpretation of
stimuli is affected "$ situation under which perception ta)e place and
characteristics of perceiver.
'. ;&R0&;TU!5 FUT;UT? .ased on perceptual mechanism which ends with
interpretation of stimuli, perceptual output emerges. The output ma$ "e in the form
of attitudes, opinions, "eliefs, impression a"out the stimuli. This output along with
other factors affecting human "ehavior ma$ result in overt "ehavior.
PERCEPTUA1 SE1ECTI*ITY
11
;erception is a selective process. (hile selection, certain aspects of stimuli are screened
out and others are admitted. @or e#ample? when people read a newspaper, the$ do not
read the entire newspaper "ut read onl$ those news which interest them. This is )nown as
perceptual selectivit$.
This is caused "$ variet$ of factors which ma$ "e grouped into two categories?
1. &#ternal factor
/. Internal factor
E3TERNA1 FACTORS
The e#ternal factors are Nature, 5ocation, 9i,e, Intensit$, Repetition, Novelt$ G
@amiliarit$, and 0ontrast !nd *otion. Their impact on the perceptual selectivit$ is as
follow?
1. N!TUR&? .$ nature we mean, whether the o"7ect is visual or auditor$, and
whether it involves pictures, peoples or animals. It is well )nown that pictures
attract attention more readil$ than words.
/. 5F0!TIFN? The "est location of a visual stimulus for attracting attention is in the
center of the page. (hen this position is not availa"le in the newspaper or a
maga,ine, a position in the upper portion of a page is more favora"le than on in the
lower portion and left hand side receive more attention than the right hand side.
8. 9IJ& ? -enerall$ o"7ects of larger or "igger si,e attract more attention than the
smaller ones. @or &#ample? in an advertisement in newspaper full page spread
attract more attention than a few lines in the classified section.
=. INT&N9ITK ? The intensit$ principle states that more intentse the e#ternal stimulus
is, the more li)el$ is to "e perceived. ! loud sound, or "right light is noticed more
as compared to soft sound, or dim light. @or &#ample? advertisement on televisions
is slightl$ louder than the regular programmes to gain customers attention.
1. R&;&TITIFN? The repetition principle states that a repeated e#ternal environment
is more attention- getting than a single one. Repetition increase peoples alertness
to the stimulus. @or e#ample? !dvertisers use this principle "$ repeated
advertisement of the same product to attract peoples attention.
1'
'. NFL&5TK G @!*I5I!IRTK? Novelt$ G familiarit$ principle state that either a
novel or a familiar e#ternal situation can serve as attention-getter. New o"7ects or
events in a familiar setting, or familiar o"7ects or events in new setting draw "etter
attention.
3. 0FNTR!9T? 0ontrast is a )ind of uni+ueness which can "e used for attention
getting. 5etters of "old t$pes, persons dressed differentl$ than others, "uildings of
different colors in the same localit$, etc. get more attention.
<. *FTIFN? *otion principle states that a moving o"7ect draws more attention as
compared to a stationar$ o"7ect. @or &#ample? commercial on televisions Bmoving
onesC get more attention than print media.
INTERNA1 FACTORS
(hile e#ternal factors are related to environment stimuli, internal factors are related to the
individuals comple# ps$chological ma)eup or oneself. ;eople generall$ select those
stimuli and situation which are compati"le to their personalit$, motivation, and other
personal factors. 9uch factors are- self-concept, inner- needs, response disposition,
individual attitude, interest, learning, and e#perience. ! "rief description of their impact on
perception selectivit$ is as follow?
1. 9&5@-0FN0&;T? The wa$ a person views the world depends a great deal on the
concept or image he has a"out himself. nowing oneself ma)es it easier to see
others accuratel$. ;eoples own characteristics affect the characteristics which the$
are li)el$ to see in others. The$ select onl$ that aspects which the$ find match with
their characteristics.
/. INN&R N&&%9? ;eoples perception is determined "$ their inner needs. The need
is feeling of tension or discomfort when one thin)s him missing something or when
he feels he has not +uite closed a gap in his )nowledge. ;eople with different needs
select different items to remem"er or respond to. (hen people are not a"le to
satisf$ their needs the$ are engaged in wishful thin)ing, which is a wa$ to satisf$
the needs not in real world "ut imaginar$ world, the da$ dreaming.
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8. R&9;FN9& %I9;F9ITIFN? Response disposition refers to a persons tendenc$ to
perceive familiar stimuli rather than unfamiliar ones. Thus, a person perceives the
things with which he is familiar. @or &#ample? persons having dominant
religious value too) lesser time in recogni,ing such related word as priest
whereas the$ too) longer time in recogni,ing words related with economic value
such as cost or price.

=. IN%ILI%I!5 !TTITU%&? The person tries to fit his attitude Bwhether positive or
negativeC in the situation and perceive something. @or &#ample? if a person alwa$s
thin)s negative, he thin)s that whatever is happen in his life will "e negative, he
will perceive ever$thing in the negative wa$. Fn the contrar$ if he thin)s positive,
he is an optimistic, he will perceive ever$thing in a positive wa$.
1. INT&R&9T? If a person is interested in something he will perceive that thing in
"etter wa$. Fn the other hand, if the person is not interested in that thing, he will
not perceive that thing in a "etter wa$. @or &#ample? children watch television
with the good interest and curiosit$, so the$ perceive +uic)l$ whatever is shown in
TL.
'. 5&!RNIN- G &M;&RI&N0& ? ;eople perceive man$ things differentl$
according to their learning and e#perience of the past. If a person has wrong
impression or "ad past e#perience of something, he see the things negative and he
perceive that thing in onl$ negative wa$ "ecause it is his e#perience that forces him
to perceive in this wa$.
PERCEPTUA1 OR;ANISATION
;eople tend to organi,e the stimuli rather than perceiving it as a whole. @ollowing wa$s?
@igure and ground relationships? The figure represents what catches $our attention
as distinct and uni+ue, while the ground indicates what $ou perceive as routine.
-rouping helps individuals "rea) up information and register it in their memor$.
That wa$, even use of multiple stimuli can wor) and create several associations.
0losure is a need of consumers as well. The$ want to ta)e the message to its logical
conclusion if the stimulus does not give complete information. Teaser ads ta)e
advantage of this.
1<
%oes the consumer perceive the stimuli as intendedN ;erceptual distortion can occur due to
a variet$ of reasons?
;h$sical appearance? The )ind of people $ou are using in advertisements will
distort perceptions, which has to "e used to $our "enefit.
9tereot$pes that develop can distort perception
@irst impressions of a productAservice get carried on for a long time.
:umping to conclusions? If $ou cannot present $ourself differentl$, the prospect can
7ump to conclusions "efore $ou even ma)e a presentation, e.g. tele calling
6alo effect? Fne or two dimensions of the stimuli will create "road perceptions on
the product. .rand e#tension can "e an e#ample.
Com$an" Pro+i,e
.hairav &m"ro %esigns ;vt.5td has "een in te#tile "usisness since its incorporation . It
9tarted its operations wid a low ranged dress material and 7o" wor) "ut eventuall$ started
production of its own designs as well. It has made prominent mar) in the te#tile industr$
"$ now.
In the light of a"ove mentioned histor$, a research pro7ect was designed for us which
aimed at understanding the consumer "ehavior with regard to purchase of dress material. It
also included evaluation of .hairavs position in the mar)et as compared to other pla$ers
G dealer preferences of different production houses. It also see)ed recommendations from
dealers to improve the standing of .hairav in the mar)et.

The pro7ect was carried out across three different segments ?
0ustomers
%ealers Bnon "hairavC
%ealers B"hairavC
1H
CHAPTER-#
/4
RESEARCH
4ETHODO1O;Y
<
#.1 RESEARCH DEFINITION
The methodolog$ section is the "lue print for researcher activit$ and specifies "ow the
investigator intents to stud$ the people or descri"e social settings. In other words the
methodolog$ section ma)e e#plicit the stud$ desire and constitutes the Ohow to do itP
phase.
The pro7ect stud$ has "een conducted "$ collecting primar$ data onl$ using structured
+uestionnaire.
I have put m$ "est possi"le effort to do this research and collect the necessar$
information to learn a"out this topic thoroughl$.
#.2 Re'earch De'i/n
/1
I have conducted a surve$ to )now the preference of individual regarding a particular
pro7ects and services that different private sector are offering. The surve$ process involved
two phases?
@irst phase included identification and selection of companies to "e studied and to
determine the parameter on which respondent will 7ustif$ his preference. .asicall$ the
pro7ects and services that different private sector are offering are considered to "e the
ma7or parameters. .ac) ground of individual li)e age, gender and income level is also
ta)en into consideration. ! +uestionnaire is designed to collect the needed information
from the respondents.
In the second phase data was collected through +uestionnaire from 81 respondents. Results
are to "e viewed cautiousl$ as sample is coming from a specific population.
The response that is generated during this e#ercise is converted in the form of percentages
to have a comparative outloo), as the num"ers itself cannot e#plain the true picture. These
percentages are then represented through the simple tools li)e pie charts. Bsee anal$sisC.
#.# Data Co,,ection
It consists of primar$ data and secondar$ data. ;rimar$ data was collected "$ holding
OQuestionnaire and semi- structured and focused individual interviewsP of sales !gent,
e#ecutive, 0onsultant and ;ersonnel associated with 0orporate %irect sales associate.
For the primary data Interviewed 35 personnel, out these 7 employees
were Senior Sales Manager and 28 employees who were of the level
senior ofers to assistant managers!
#.( Re'earch De'i/n
(e have used following research design in ma)ing our pro7ect?-
E6$,orator" Re'earch De'i/n
//
It see)s to discover new relationships "etween several facts. It discovers ideas and insight.
The ma7or purpose of the e#plorator$ research design is to do the clear identification of the
pro"lems. .igger pro"lems are "ro)en in smaller segments. &#plorator$ stud$ is the initial
stage of mar)eting research as it is in a developing stage. &#plorator$ research helps in
understanding e#planations of various pro"lems of mar)eting mi#. The e#plorator$ stud$
ma$ "e used to clarif$ concepts and causes of pro"lems. It is also useful to test the
applica"ilit$ of new policies. It is d$namic and changes with new ideas and concepts.
Conc,%'i0e Re'earch De'i/n
It is of two t$pes?-
%escriptive research
&#perimental design
It helps the mar)eting e#ecutive to arrive at a suita"le decision from the various
alternative decisions. The various alternative conclusions and selecting the most suita"le
conclusion ma$ "e done "$ its one of the forms, descriptive research design. In this
research design, onl$ a partial situation is clarified "ut in case of e#perimental research
design a alternative is selected. Therfore, the e#perimental research design is considered an
important conclusive research design.
#.= Po$%,ation
Sam$,e Si&e
9ample si,e of 14 was ta)en, which consisted of /4 dealers and /4 customers and 14 non-
dealers who were of the same "usiness.
#.> Sam$,in/ Techni?%e
There are two t$pe of sampling R
/8
iC Random 9ampling and
iiC 9$stematic sampling.
#.@ 4etho! o+ Data Co,,ection
9econdar$ source
;rimar$ source
Secon!ar" Data
It refers to the statistical material which is not originated "$ the investigator himself "ut
o"tained from someone elseDs records, or when ;rimar$ data is utili,ed for an$ other
purpose at some su"se+uent en+uir$ it is termed as 9econdar$ data. This t$pe of data is
generall$ ta)en from newspapers, maga,ines, "ulletins, reports, 7ournals etc.
!lread$ pu"lished data formed the launch pad for the stud$. This included? -
iC Internal %ata? which originates within the organi,ationN
.rochures, pamphlets
Ffficial reports, speciall$ the !nnual reportBsC
iiC &#ternal %ata? which originates outside the organi,ationN
.oo)s
;eriodicals Bmaga,ines, 7ournalsC
The (orld (ide (e" for Information or the Internet
Primar" Data
/=
;RI*!RK %!T! is data that has not "een previousl$ pu"lished, i.e. the data is derived
from a new or original research stud$ and collected at the source, e.g., in mar)eting, it
is information that is o"tained directl$ from first-hand sources "$ means of surve$s,
o"servation or e#perimentation.
%ata was collected specificall$ for the research need at hand. This includes?-
Interviews and surve$s of people with informed ideas a"out the su"7ect of the
pro7ect.
Questionnaire surve$ of corporate.
#.A In'tr%ment +or Data Co,,ection
Use of scales and pie charts for anal$sis.
B%e'tionnaire !e'i/n +orm%,ation.-
(e as)ed +uestions to different respondents as well. (e 7ust wanted to gather
information a"out what the$ feel to "e a L- ;ro7ects ;rivate 5imited owner and
how much satisfied are the$ with their pro7ects performance.
(e as)ed "oth open and close ended +uestions to the customers. (e as)ed +uestion
from different segment car owners. Fur sampling si,e was a"out 144 peoples
which include present owners of 6$undai car and potential "u$er.
#.C 1imitation o+ Data Co,,ection
The limitation in this surve$ was that the time period was onl$ / months and I
could not conduct a surve$ on a "ig scale, due to the time constraint.
The %ata in the pro7ect cannot "e referred for the pan India as it has "een done onl$
in %elhi.
Num"er of response from people was small.
/1
CHAPTER-(
DATA ANA1YSIS
/'
D
INTERPRETATION
FINDIN;S
Ea'e! on ta,e' e,o-7
COUST4ERS
/3
-raph R 1
@amil$ 9i,e
NF.F@ *&*.&R9 NF.F@ R&9;FN9&
Two 14
Three '
@our //
@ive 1=
9i# /=
9even '
&ight 1<
-raph R /
Fccupation
Fccupation NF.F@ R&9;FN9&
salaried officer /'
&#ecutive /4
/<
.usiness /=
(or)er 1=
Retired 1/
6ousewife =
='2 of respondents have their monthl$ household income a"ove a"ove 1/444
8<2 of respondants have their monthl$ household income in range of
14444-1/444
/H
-raph R 8
Fccupation
Fccupation NF.F@ R&9;FN9&
salaried officer /'
e#ecuitve /4
"usiness /=
wor)er 1=
retired 1/
housewife =

-raph R =
@or 3=2 of respondents,it was a repeat purchase whereas for /'2 of
respondents, it was a first purchase.
-raph R 1
84
N!TUR& F@ ;UR06!9&
;UR06!9&
NF.F@
R&9;FN9&
@IR9T /'
R&;&!T 3=
;UR06!9& IN@5U&N0IN-
@!0TFR
@!0TFR9
NF.F@
R&9;FN9&
;rice 13
.rand Image 1H
Qualit$ 11
%esigns 1<
@a"rics /1
;rompt
deliever$ 14
Larious factors influence purchase of customers are in following order ?
1. @a"rics /= 2
2. .rand Image // 2
#. ;rice /4 2
-raph R '
81
R&!9FN9 @FR ;UR06!9&
R&!9FN9
NF.F@
R&9;FN9&
INM;&N9IL& 1=
0F*;!NK I*!-& 14
%&!5&R
&N%FR9&*&NT /1
@RI&N%9 '
-I@T '
.R!N% I*!-& /8
9!TI9@I&% =
9UIT9
R&QUIR&*&NT 1'
-raph R 3
8/
R&5!TIL& I*;FRT!N0& F@ @&!TUR&9
!@@&0TIN- %&0I9IFN
@&!TUR&9 1 / 8 = 1
;RI0& 1H 1= H < 4
5FF9 1/ /< H 1 4
%&9I-N9 /8 /' 1 4 4
@!.RI09 18 /8 18 4 1
B 1SL&RK 6I-6, /S6I-6, 8S *&%IU*,
=S5F(, 1S L&RK 5F(C
NON BED DEA1ERS
-raph R <
.hairav &m"ro %esigns sells its products "oth in delhis n outside delhi mar)ets.
5ocation of dealers
5ocation No. of responses
%elhi 31
Futside %elhi /1
88
-raph R H
5ocation Ff %ealers in %elhi
5ocation No. of Responses
amla Nagar 13
han *ar)et 18
Ra7ouri -arden 11
5a7pat Nagar 1=
9aro7ni Nagar
8=
-raph R 14
5ocation of dealers Futside %elhi
5ocation No. of responses
9urat 8
!hemda"ad =
0alcutta 1
5udhiana 1
!mritsar =
0handigarh =
81
-raph R 11
The "rands which are dealt in ma#imum are .hairav followed "$ 0harming,
anchan fashion and Roop Trading 0o.
.rands %ealt In
.rand No. of responses
0harming /4
Na,a)at 1/
..*.*alhotra G sons. 1=
Roop Trading co. 18
anchan @ashion /4
.hairav /1
-raph R 1/
8'
Top selling "rands are as follows ?
1. 0harming
2. .hairav
#. anchan fashion
Top 9elling .rands
.rands I II III
0harming /1 13 1H
Na,a)at 1= 11 /1
..*.*alhotra G sons. 11 18 13
Roop Trading co. 1' 11 18
anchan @ashion 1= 11 1/
.hairav /4 1H 1<
-raph R 18
83
Top 9elling .rands
.rands I II III
0harming /1 13 1H
Na,a)at 1= 11 /1
..*.*alhotra
G sons. 11 18 13
Roop Trading
co. 1' 11 18
anchan
@ashion 1= 11 1/
.hairav /4 1H 1<
-raph R 1=
The reasons for preferences are as follows ?
1. *ar)et %emand
2. 0ompan$ Image
#. *argins
(. Relations (ith 0ompan$
8<
Reasons for ;reference
Reasons
No.of
Responses
*ar)et %emand =1
Relation (ith
0ompan$ 1=
0ompan$ Image /1
*argins /4
-raph R 11
!ccording to dealers , %esigns and the @a"ric are the
most important features that customers consider.
-raph R 1'
%ress materials in the range of Rs 1144-/144 sell the most followed "$ Rs 144-
1144 and then "$ Rs /144-8144.
8H
@eatures 0onsidered .$
0ustomer
@eatures I II III
Qualit$ 1H 1' 1<
;rice /8 /8 /3
0olour 1< 11 /4
%esigns /H /3 13
@a"ric 11 /8 1<
;rice .and
;rice .and No.of responses
144-1144 /'
1144-/144 8=
/144-8144 /=
8144-=144 1'
-raph R 13
!s per the surve$ the most profita"le "rands found are anchan fashion and
Na,a)at followed "$ 0harming, ..*.*alhotra and sons and .hairav &m"ro
%esigns.
DEA1ERS
=4
*ost ;rofita"le .rands
.rand *argins
0harming 81
Na,a)at =4
..*.*alhotra G sons. 84
Roop Trading co. /1
anchan @ashion =4
.hairav /3
-raph R 1<
.&% has 882 of its dealers in %elhi followed "$ 132 in 0handhigarh
5ocation of dealers
5ocation No. of responses
9urat 14
!hemda"ad H
0alcutta 11
5udhiana <
!mritsar 1/
0handigarh 13
%elhi 88
=1
.rands %ealt In
.rand
No. of
responses
0harming /4
Na,a)at 1=
..*.*alhotra G
sons. 1/
Roop Trading co. <
anchan @ashion 11
.hairav 81
-raph R 1H
-raph R /4
.hairav &m"ro %esigns 9tands as Top 9elling .rand followed "$ ..*.*alhotra G
9ons and den 0harming and anchan @ashions.
=/
Top 9elling .rands
.rands I II III
0harming 1' /= 13
Na,a)at 1' 11 18
..*.*alhotra
G sons. 13 18 14
Roop Trading
co. 11 1/ 18
anchan
@ashion H 11 1/
.hairav /3 /H 81
-raph R /1
0ustomer demand is the ma7or reason for the high sale of the products followed "$
;rice, 0olours, %esigns etc.
Reasons @or 6igh 9ales
Reasons I II III
0ustomer %emand 8= 8/ 81
;rice /1 1< 13
0olour 11 1= 1'
%esigns 1H 13 11
@a"ric 11 1H /1
=8
-raph R //
*ar)et %emand and *argins are the ma7or reasons due to which dealers deal with
.&%
Reasons for dealing in .&%
Reasons No. of Responses
*ar)et %emand 8=
Relation with 0ompan$ 1'
.rand Image /<
*argins //
==
-raph R /8
Reasona"le ;rices, (ide Lariet$ and -ood %istri"ution are ma7or 9trengths of
.hairav &m"ro %esigns.
9trenghts of .&%
9trenghts No. of Responses
-ood %istri"ution 13
*argins 18
Reasona"le ;rices /=
Lariet$ Ff %ress *aterial /1
Reputation 1=
;rompt %eliver$ 11
=1
-raph R /=
-raph R /1
.hairav &m"ro %esigns and 0harming stand as the most profita"le "rands for the
dealers.
*ost ;rofita"le .rands
.rand I II III
0harming /1 1< 1H
Na,a)at 11 1/ 18
..*.*alhotra G 9ons 11 1' 11
Roop Trading 0o. 1= 11 1<
anchan @ashions 11 13 1=
.hairav &m"ro %esigns /= // /1
='
;rice .and
;rice .and No.of responses
144-1144 /1
1144-/144 =8
/144-8144 /=
8144-=144 1/
CHAPTER-=
CONC1USION
AND
RECO44ENTDATION
Conc,%'ion' an! Recommen!ation'
=3
C%'tomer'
Fver a +uarter of the sample comprised of 9alaried Ffficers and nearl$ a
+uarter is comprised of .usinessmen followed "$ /42 of e#ecutives.
The main influences on customers are dealer endorsement, price
"and,designs,+ualit$ and fa"rics.
%esign patterns and colour com"ination have to "e as per session.
;rice "and and +ualit$ of designs and fa"rics are considered to "e most
important "$ customers.
(ithin its immediate competitors, .&% ran)s second according to customer
preferences.
Dea,er'
=<
!ccording to non .&% dealers the top selling "rands are 0harming, Na,a)at G and
anchan @ashions whereas according to .&% dealers .&% and 0harming are most
selling "rands.
The main reason for their preferences are the %esign pattern and customer demand
for these dress materials and closel$ followed "$ margins.
The main features that customer loo)s for in the dress materials are %esigns ,
@a"ric and ;rice "and, in the same order.
!s "oth customer and dealers have stated designs and price "and as most
important influencing factors so the$ can "e used as promotional tools.
!ccording to non .&% dealers , .&% stands third in the close competition with
0harming and Na,a)at while according to .&% dealers , .&% stands first as most
profita"le "rand in line.
! few strengths of .&% listed "$ dealers were its Reputation in mar)et ,
Reasona"le ;rice "and and a wide Lariet$ in products.
.&% as a compan$ can "uild a U9; on an$ of the a"ove mention points ,
particularl$ on its long standing reputation in the mar)et.
BIB1IO;RAPHY
=H
BOO2S.-
otler ;hilip, *ar)eting *anagement, &d. 3 ;rentice 6all of India ;vt. 5td
Lalatie !. Jeithaml, *ar$ :o .itner, 9ervice *ar)eting, T*6
-upta 9. ;. and -upta, *. ;., .usiness 9tatistics, &d. /, 9ultan 0hand and 9ons,
New %elhi, 1HH3.
NE5SPAPERS AND )OURNA1S.-
The Times of India? 3 :une /414
6industan Times, 8 :ul$ /414
*ar)eting *astermind R:ournal, *a$ 41
*ar)eting *astermind R:ournal, *a$ 4'
14
ANNE3URE
B%e'tionare
Sam$,e B%e'tionnaire'
C%'tmomer'
Q1 Name TTTTTTTTTTTTTT
Q/ @amil$ 9i,e TTTTTTTTTTTT
Q8 Fccupation
o 9alaried Ffficer
o (or)er
o &#ecutive
o Retired
o .usiness
o 6ousewife
Q= *onthl$ 6ousehold Income
o '444-<444
o 14444-1/444
o <444-14444
o !"ove 1/444
11
Q1 Is it $our
o @irst ;urchase
o Repeat ;urchase


Q' If its a repeat purchase , then it is the

o 9ame ;roduction 6ouse
o %ifferent ;roduction 6ouse
Q3 If its different ;roduction 6ouseA@irst purchase then wh$N

o ;rice
o .rand Image
o Qualit$
o %esigns
o @a"rics
o ;rompt %eliever$
Q< (h$ did $ou purchase it TTTTTTTTTTTTTTT
QH (hat are the ;roduction 6ouses $ou are aware of
a.TTTTTTTTTTT
".TTTTTTTTTTT
c.TTTTTTTTTTT
d.TTTTTTTTTTT
1/
Q14 6ow much do following features affect $our decision.

1 / 8 = 1
Ine#pensive
.rand Image
&ndorsement
@riends
-ift
.rand Image
9atisfied
9uits Re+uiement
B 1Sver$ high /Shigh 8Smedium =S low 1Sver$ lowC
Q11 Ran) the following production houses accourding to $our preference
0harming TTTTTTTTTTTTT
Na,a)at TTTTTTTTTTTTT
.hairav &m"ro %esigns TTTTTTTTTTTTT
RT0 TTTTTTTTTTTTT
Q1/ (hat is the relative importance of following features

1 / 8 = 1
;rice
5oo)s
%esigns
@a"ric
B 1Sver$ high /Shigh 8Smedium =S low 1Sver$ lowC
18


Dea,er' EBhaira07
Q1 5ocation of dealer TTTTTTTTTTTTTTT
Q/ (hich ;roduction 6ouses do u deal in
1.TTTTTTTTTTTTTT
/.TTTTTTTTTTTTTT
8.TTTTTTTTTTTTTT
=.TTTTTTTTTTTTTT
Q8 (hich one sells the most

1.TTTTTTTTTTTTTT
/.TTTTTTTTTTTTTT
8.TTTTTTTTTTTTTT
=.TTTTTTTTTTTTTT

Q= 9treanghts of .&%

1.TTTTTTTTTTTTTT
/.TTTTTTTTTTTTTT
8.TTTTTTTTTTTTTT
=.TTTTTTTTTTTTTT
Q1 ;rice .and that $ou prefer TTTTTTTTTTTTTT

1=
Q' Reasons for high sale
Q3 (hat features does customers loo)e for while ma)ing a purchase
1.TTTTTTTTTTTTTT
/.TTTTTTTTTTTTTT
8.TTTTTTTTTTTTTT
=.TTTTTTTTTTTTTT
Q< (hich Is the *ost ;rofita"le .rand in the following
1 / 8 = 1
0harming
Na,a)at
. * *alhotra
RT0
anchan
.hairav
QH (hich ;roduction 6ouse do $ou li)e to deal with
1.TTTTTTTTTTTTTT
/.TTTTTTTTTTTTTT
8.TTTTTTTTTTTTTT
Q14 (h$ do $ou li)e to deal with them
*ar)et %emand
0ompan$ relations
0ompan$ Image
11
*argins
!n$ otherBplease specif$C
Dea,er' Enon haira07
Q1 5ocation of dealer TTTTTTTTTTTTTTT
Q/ (hich ;roduction 6ouses do u deal in
1.TTTTTTTTTTTTTT
/.TTTTTTTTTTTTTT
8.TTTTTTTTTTTTTT
=.TTTTTTTTTTTTTT
Q8 (h$ does it sell
1 / 8 = 1
*ar)et %emand
0ompan$ relations
0ompan$ Image
*argins
Q= ;rice .and that $ou prefer TTTTTTTTTTTTTT
1'
Q1 (hich Is the *ost ;rofita"le .rand in the following
1 / 8 = 1
0harming
Na,a)at
. * *alhotra
RT0
anchan
.hairav
Q' (hich is top selling "rand
1 / 8 = 1
0harming
Na,a)at
. * *alhotra
RT0
anchan
.hairav
Q3 (hat are the reasons for the high sales
1 / 8 = 1
0ustomer %emand
;rice
0olour
%esign
13
@a"ric
Q< (hich ;roduction 6ouse is most profita"le to $ou

1.TTTTTTTTTTTTTT
/.TTTTTTTTTTTTTT
8.TTTTTTTTTTTTTT
QH (hich ;roduction 6ouse do $ou li)e to deal with
1.TTTTTTTTTTTTTT
/.TTTTTTTTTTTTTT
8.TTTTTTTTTTTTTT
Q14 (h$ do $ou li)e to deal with them
*ar)et %emand
0ompan$ relations
0ompan$ Image
*argins
!n$ otherBplease specif$C

1<