A STUDY ON CONSUMER BEHAVIOUR AT KG DENIM LTD KARAMADAI

SUMMER PROJECT REPORT

Submitted by T.VIJAYA DEEPA REG.NO (713311631055)

In partial fulfillment for the award of the degree Of MASTER OF BUSINESS ADMINISTRATION

IN

SNS COLLEGE OF ENGINEERING COIMBATORE

ANNA UNIVERSITY OF TECHNOLOGY, CHENNAI

NOVEMBER 2012

SNS COLLEGE OF ENGINEERING COIMBATORE

BONAFIDE CERTIFICATE

This is to certify that the Project report titled A STUDY ON CONSUMER BQEHAVIOUR IN KG DENIM LTD, KARAMADAI Submitted by T.VijayaDeepa (713311631055) is a Bonafide record of the project done by him \ her during the academic year 2011-2013, under my guidance and supervision in partial fulfillment of DEGREE OF MASTER OF BUSINESS ADMINISTRATION.

SIGNATURE Mr.S.Elangovan FACULTY INCHARGE Department of management studies SNS College Of Engineering Kurumbapalyam. Coimbatore -641107.

SIGNATURE Dr.E.Venugopal HEAD OF THE DEPARTMENT Department of management studies SNS College Of Engineering Kurumbapalyam. Coimbatore -641107.

Submitted for the viva voce held on

INTERNAL EXAMINER

EXTERNAL EXAMINER

DECLARATION

I hereby declare that this project entitled A STUDY ON CONSUMER BEHAVIOUR IN KG DENIM LTD KARAMADAI submitted to Department of Management Studies, SNS College Of Engineering , Coimbatore, in partial fulfillment of the requirement for the award of the degree of MASTER OF BUSINESS ADMINISTRATION is a original work done by me during the period of my study at the college under the supervision and guidance of Department of management studies, SNS College of Engineering, Coimbatore.

(Signature of the Candidate) T.VIJAYADEEPA Reg. No:713311631055 I certify that the declaration made above by the candidate is true.

(Signature of the Guide) Mr.S.ELANGOVAN Asst. Professor, Department Of Management Studies

ACKNOWLEDGEMENT
My sincere thank to our Managing Director Dr. S.N. SUBBRAMANIAM and Our Correspondent DR.S.RAJALAKSHMI for constant encouragement and support to undergo the project I would like to express my heartful thanks to our Principal

Dr.V.K.SHANMUGANATHAN who gave me a chance to do my post graduation in this college. I express my gratitude to Dr. E. VENUGOPAL, Professor and Head, Department of Management Studies, SNS COLLEGE OF ENGINEERING who guidance made this training an enlightening educational experience. I would like to express my sincere thanks to Mr.S.Elangovan who is my project guide for extending him support and encouragement. Who helped us in all level for completion of this project. with glory and gratitude. I would like to thank the, KG DENIM LTD, KARAMADAI especially Mr

R.BALAMURUGAN, HR Manager for his kind help rendered in a great way through out the summer training project.

Finally I have great pleasure in thinking our parents, friends for their active support, inspiration and encouragement. Above all I am obliged to God and thank all people who have assisted me in the successful completion of this project.

ABSTRACT
This Project title is about of A STUDY ON CONSUMER BEHAVIOUR was carried on with the main objective is to find out the strategies of denim brands. The research mainly focuses on the factors like product , promotion, advertisement media, satisfaction level, brand of jean.

In this study, data are collected from the consumers through questionnaire (interview schedule), 50 samples are selected using convenience sampling. Using the interview schedule prepared, the 50 consumers are interviewed personally and their opinion was collected.

Secondary data was collected from the management. The collected data is analyzed using analytical tools like spss. As per the findings, suggestions are given to the company to take initiation to fulfill the consumer needs.

TABLE OF CONTENTS
CHAPTER NUMBER ABSTRACT LIST OF TABLES LIST OF CHARTS 1 SUMMARY REPORT 1.1 1.2 1.3 Introduction Industry profile Company profile 1 3 9 OF THE INTENSHIP TRAINING PAGE NUMBER

PARTICULARS

OBJECTIVES PROJECT 2.1 2.2

AND

LIMITATIONS

OF

THE

Objective of the study Limitation of study

20 20

RESEARCH METHODOLOGY

21

DATA ANALYSIS AND INTERPRETATION

24

5 6

REVIEW OF LITERATURE FINDINGS,SUGGESTIONS AND CONCLUSION 6.1 Findings 6.2 Suggestions 6.3 Conclusion 6.4 Bibliography

48

54 55 56 57

LIST OF TABLE

TABLE NO.

NAME OF THE TABLE

PAGE NO.

4.1

Opinion about Brand of jean and advertisement using Chisquare test Opinion about Age and brand of jean using Chisquare test Descriptive statistics for Advertisement and Satisfaction Correlation between advertisement and satisfaction Frequency of occupation details Age details Factors influencing buying decision

24

4.2

27

4.3

29

4.4 4.5 4.6 4.7

29 32 34 35

4.8 4.9 4.10

Type of scheme affecting buying decision Choosing a regular brand

37 38 39

Price range About denim brand

4.11 4.12

41 42

Promotion of the denim brand About style of the denim jean About long life of the denim jean About feature of the denim jean LIST OF CHART

4.13 4.14 4.15

44 45 46

TABLE NO.

NAME OF THE TABLE

PAGE NO.

4.1

Opinion about Brand of jean and advertisement using Chisquare test Opinion about Age and brand of jean using Chisquare test Descriptive statistics for Advertisement and Satisfaction Correlation between advertisement and satisfaction Frequency of occupation details Age details Factors influencing buying decision

26

4.2

28

4.3

31

4.4 4.5 4.6 4.7

31 33 34 36

4.8 4.9 4.10

Type of scheme affecting buying decision Choosing a regular brand

37 38 40

Price range About denim brand

4.11 4.12

41 43

Promotion of the denim brand About style of the denim jean About long life of the denim jean About feature of the denim jean

4.13 4.14 4.15

44 45 47