1

1.1 INTRODUCTION
The word promotion originates from the Latin word Promoter means to move forward. Sales promotion is the important component of the marketing mix. It is essentially a direct and immediate in document. It adds extra value to the product and hence prompts the dealer/consumer to buy the product.

DEFINITION:
According to Philip Kotler, Promotion encompasses all the tools in the marketing mix whose major role is persuasive communication. Promotion methods aim to capture the market and increase the sales volume. It is an important instrument in marketing to lubricate the marketing efforts. Now-a-days sales promotion is a necessary tool to boost sales. In the broad sense, it is not expenditure; it is an investment, as it pays rich returns. A manufacture must make the customers to know the product and he must influence them to buy that product. Marketing theory distinguishes between two main kinds of promotional strategies Push and Pull.

PUSH STRATEGY:
A Push promotional strategy makes use of a companys sales force and trade promotion activities to create consumer demand for a product. The producer promotes the products to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers. A Push strategy tries to sell directly to consumer, bypassing other distribution channels. With this type of strategy, consumer promotions and advertising are the most likely promotional tools.

PULL STRATEGY:
A Pull selling strategy is one that requires high spending on advertising and consumer promotion to build up consumer demand for a product. The techniques of sales promotion can be broadly classified into three categories which area as follows;

Consumer Sales promotion (for example; Coupons, prizes, cash, refund ) Trade sales promotion (for example, buying allowance, free goods, advertising, display allowance) Sales force sales promotion (for example, bonuses, contests,)

TYPES OF STRATEGIES
Marketing strategies may differ depending on the unique situation of the individual business. However there are a number of ways of categorizing some generic strategies. A brief description of the most common categorizing schemes is presented below: Market dominance - In this scheme, firms are classified based on their market share or dominance of an industry. Typically there are four types of market dominance strategies: Leader Challenger Porter generic strategies - strategies on the dimensions of strategic scope and strategic strength. Strategic scope refers to the market penetration while strategic strength refers to the firms sustainable competitive advantage. The generic strategy framework (porter 1984) comprises two alternatives each with two alternative scopes. These are Differentiation and low-cost leadership each with a dimension of Focus-broad or narrow. Product differentiation Cost leadership Market segmentation Innovation

strategies this deals with the firm's rate of the new product development, business model innovation. It asks whether the company is on the cutting edge of technology and business innovation. There are three types: Pioneers Close followers late followers Growth strategies in this scheme we ask the question, How should the firm grow? There are a number of different ways of answering that question, but the most common gives four answers:

STRATEGIC MODELS
Marketing participants often employ strategic models and tools to analyze marketing decisions. When beginning a strategic analysis, the 3Cs can be employed to get a broad understanding of the strategic environment. An Ansoff Matrix is also often used to convey an organization's strategic positioning of their marketing mix. The 4Ps can then be utilized to form a marketing plan to pursue a defined strategy. There are many companies especially those in the Consumer Package Goods (CPG) market that adopt the theory of running their business cantered around Consumer, Shopper & Retailer needs. Their Marketing departments spend quality time looking for "Growth Opportunities" in their categories by identifying relevant insights (both mindsets and behaviours) on their target Consumers, Shoppers and retail partners. These Growth Opportunities emerge from changes in market trends, segment dynamics changing and also internal brand or operational business challenges. The Marketing team can then prioritize these Growth Opportunities and begin to develop strategies to exploit the opportunities that could include new or adapted products, services as well as changes to the 7Ps

METHODS OF SALES PROMOTIONS

PRICE GIFTS Price gifts are also commonly known as price discounting. These can be done in two ways: A discount to the normal selling price of a product, or More of the product at the normal price COUPONS Coupons are another, very versatile, way of offering a discount. Consider the following examples of the use of coupons:

On a pack to encourage repeat purchase In coupon books sent out in newspapers allowing to redeem the coupon at a retailer A cut-out coupon as part an advert On the back of till receipts The key objective with a coupon promotion is to maximise the redemption rate this is the promotion of customers actually using the coupon. FREE GIFTS The free gift is very common promotional technique. In this scheme, the customers get something extra along with the normal good purchase. It works best for Subscription-based products(eg; magazines) COMPETITIONS AND PRIZES This is an important tool to increase brand awareness amongst the target consumer. It can be used to dots up sales for temporary period and ensure usage among first time users.

PROMOTIONAL SOLUTIONS

ACTIVITIES

FOLLOWED

AT

SMART

INFO

PROMOTIONAL ACTIVITIES The goal the promotional campaign is to drive awareness and build demand for products by implementing sound marketing practices. Tools available for promotion include the following: Coupons Price gifts Offer Contests

1.1.1 REVIEW OF LITERATURE

The purpose of the study was to define promotional support categories offered to retailers perceptions of the offering frequency and importance of the promotional support, and to investigate the relationship between offering frequency and perceptions of importance. Result indicated that monetary support was regarded as the most important promotional support. A positive and significant correlation was found between items the buyers perceived as important and the frequency of offerings of these items. Previous studies have shown that promotions are more effective when they provide benefits that are congruent with those of the promoted product. Their study explores and extends the congruency framework by analysing the impact of culture at an ethnic group level. promotion effectiveness. A quasi experimental design is used test a series of hypotheses based on software sector in particular has a great opportunity with alignment of Indian economy to globalised market. With the widespread use of promotion short term activities which provides material inducements to consumers and trades it becomes imperative for managers to understand such practices and understand challenges. Kincade, Doris H.Woodard, Ginger A.Park, Haesun (2002) studied Buyer seller relationships for promotional support in the retail software sectors which is critical for success. Indian journal of marketing 2002 page no. 31 Simon Kwok and Mark D.Uncles (2003) say that there is considerable interest and debate over effectiveness of promotion strategies. Marketing journal of management 2003 page no. 24 Vyas Preeta H (2007) conducted a study on promotion practices in Apparel software sector and said Indian organised sector is poised for growth. Indian journal of marketing page no. 27.Such deals typically offer consumers a reward contingent on their performing a certain quantity of consumer effort and we use the term rebates to refer generally to this family of deals. The sand to see whether differences have an impact on

In this paper they replicate and extend prior research showing that the time delay between the purchase and the redemption has the potential to cause a perceptual distortion in the value of the future reward an effort. If as wise he may have to incur substantial inventory carrying costs, allocate scarce shelf space shelf space and out of fashion apparels may be worthless and unsold forever! Thus, stock clearance seems to be a very important objective for apparel retailers in using end of the season sale twice in a year wherein discount given is upto 50% of the MRP. Vyass also pointed or in the study that in terms of consumer sales promotions, almost everyone used discount coupons and few used lucky draws, contests, gifts, buy on get one free type of promotions. From the above review of literature, we see that in the Indian context not much research work has been done in the area of sales promotion and buying behaviour, which is the main motivational factor of this study. Sridhar Moorthy &Dilip Soman (2005) reported that the consumers often purchase products based on promotions that they can redeem only after making the purchase. Indian journal of marketing 2005 page no. 37 Vyass 2007 in India apparel retail sector it was found that seasonality affects apparel sector and hence it becomes critical for a retailer to clear off the stocks at the end of the season. Indian journal of marketing 2007 page no. 23

1.1.2 SCOPE OF THE STUDY

The scope of the study is to understand the present scenario, to find out the various factors that can improve the effectiveness of promotional activities at smart info solutions. The study is done to know the effectiveness of promotional activities at Company name

1.2 STATEMENT OF THE PROBLEM

Promotion methods aim to capture the market and increase the sales volume. It is an important instrument in marketing to lubricate the marketing efforts. Now-a-days sales promotion is a necessary tool to boost sales. In the broad sense, it is not expenditure; it is an investment, as it pays rich returns. A manufacture must make the customers to know the product and he must influence them to buy that product.

1.3 OBJECTIVES OF THE STUDY

To study on promotional strategies of kitex company. To analyze the level of dealers satisfaction towards promotional strategies of kitex company. To suggest an idea to improve dealers satisfaction.

1.4 RESEARCH METHODOLOGY

Research as a scientific and systematic search for pertinent information on a specific suggested solution, collecting, organizing and evaluating data, making deduction and reaching conclusions to and at last carefully testing the conclusions to determine whether they fit the formulating hypothesis.

1.4:1 TYPE OF RESERCH DESIGN

DESCRIPTIVE RESEARCH Descriptive research method has been followed to conduct the research study. Descriptive study is concerned with describing the particular characteristic of individual or a group. Our study describes the promotion strategy in SMART INFO SOLUTIONS. SAMPLE DESIGN Sampling is a process of collecting information from a respective part of the population. The sample design used for the study is stratified random sampling. QUESTIONNAIRE DESIGN The questionnaire method was used to collect primary data. This method was chosen for following reasons. Answers are in the respondents own words so it is free from being biased. The universe was small hence this method was found suitable. And the questionnaire contains the questions related to the field.

1.4:2 HYPOTHESES
Null hypothesis (H0): There is no significance difference between respondents experiences in the business with the perception of respondents about overall rating of kitex products.

10

1.4.2:1
Null hypothesis (H0) There is no significance difference between no. years respondent is dealing kitex and overall satisfaction of the respondents with kitex products.

1.4:3 SOURCES OF DATA

PRIMARY DATA The data which are collected for the first time directly from the field with a structured questionnaire. SECONDARY DATA The secondary data means that are already available. These data collected form books, journals research report, company manuals and website.

1.4:4 METHODS OF DATA COLLECTION

For collecting data questionnaires were used. Questionnaire Questionnaire was the one of the method adopted for collecting data from the customers and retailers. Questionnaire are certainly the best known research instrument used for gathering information from m the people and they can be conjunction with other techniques. Volume can be written on subject. This is because like research questionnaire are based on the psychological principles that underline all the human behaviour. The goal is not just understand this behaviour that is for the interpretation but not overcome the barriers that are setup. The truths that we are seeking to answer to our question are generally not as readily forthcoming as are might expect, because the respondents both intentions and unintentially setup barriers to our undertaking.

11

This tape covers the reasons for the existence of this state of affairs and offers advice for how it deal with. one striking aspect of questionnaire design is perhaps best mentioned at the outset. If is something that leads to frustration every time without fail , for both amateur and professional, the only difference being that the professional knows it is coming , it is kind of catch situation, but a bit worse, because you are part of the cause of it ,rather than some outside agency. The best Questionnaire but it can, be extremely difficult to make them look simple Type of Questions After specifying the information needed, the research has decided the type of the question required to be asked from the respondents to elicit this information Direct Questions Direct questions asks just what their name, age and sex etc. They explicit for the information desired Open ended Questions Open ended Questionnaire are that which has no fixed alternative to which the answers must to be comfort. The respondent answers in his or her own words and at any length may choose Close ended Questions A close ended question also has no fixed alternative question from which respondent has to select the one that closely matches his opinion or attitude Dichotomous Questions A dichotomous question refers to one which offers respondent a choice between only two alternatives. The fixed alternative are of two types: Yes or No.

12

Multiple Questions A multiple question refers to one which provide several set of alternatives for the respondents choice

1.4:5 SAMPLING PROCESS/TECHNIQUES

Convenience sampling in which sample random sampling method is adopted. Total number of respondents taken for the study is 50.

1.4:6 STATITICAL TOOLS

PERCENTAGE ANALYSIS In this analysis the various kinds of research are summed separately and the percentage of responses by the respondents in that category is found out by dividing the summed value by the total respondents Percentage of the respondents = Frequency of responses Frequency of the respondents 100

CHI-SQUARE TEST
Appropriate statistical techniques are used to supplement the analysis and data interpretation. Statistical techniques like chi-square test applied with the help of SSPS (statistical package tool for social science). Chi-square test is one of the simplest and most widely used non parametric tests in statistical work. The chi-square test was first used by Karl Pearson In the year 1900. The quality chi-square describes the magnitude of the magnitude of the difference between theory and observation. It is defined as X2= (Oi-Ei) 2/Ei Where X2 = Chi-square. Oi = Observed Frequency Ei = Expected frequency

13

1.4:7 LIMITATION OF THE STUDY

The study is conducted only for the period of one month. Due to busy time of respondents, the data they filled may affect the genuinity of data gathered.

1.4:8CHAPTERISATION SCHEME
Chapter I - Introduction and design of the study. Chapter II Data analysis and interpretation. Chapter III Summary of findings, suggestion & conclusion.

14

1.5 INDUSTRY PROFILE

New innovations in clothing production, manufacture and design came during the industrial revolution these new wheels, looms, and spinning processes changed clothing manufacture forever. There were various stages from a historical perspectivewhere the textile industry evolved from being a domestic small-scale industry, to the status of supremacy it currently holds. The ''cottage stage was the first stage in its history where textile were produced on a domestic basis. Clothing manufactured during the industrial revolution formed a big part of the exports made by Great Britain .they accounted for almost 25% of the total exports made at that time doubling in the period between 1701 and 1770. The centre of the cotton industry in Great Britain was Lancashire and the amount export from 1701 to 1770 had grown ten times .However, wool was the major export 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 flying shuttle in 1773, the flyer-and-bobbin system, and the Roller spinning machine by John Wyatt and Lewis Paul in 1738. During this period cloth was made from materials including Wool, flax and cotton .The material depended on the area where the cloth was being produced, and time they were being made. In the latter half of the medieval period in the northern part of Europe ,cotton come to be regarded as imported fiber .During the later phase of the 16 th century cotton was grown in the warmer climes of America and Asia. During the Industrial Revolution, new machines such as spinning wheels and handlooms came into the picture; making clothing material quickly became an organized industry-as compared to the domesticated activity it had been associated with before. A number of new innovations led to the industrialization of the textile industry in Great Britain. In the initial phases, textile mills were located in and around the rivers since they were powered by water wheels. After the stream engine was invented, the dependence on the rivers ceased to a great extent.

15

In the later phase of the 20 the century ,shuttles that were used in the textile industry were developed and became faster and thus more efficient .This led to the replacement of the older shuttles with the new ones. Today , modern techniques, electronics and innovations have led to a competitive, low priced textile industry offering almost any type of cloth or design a person could desire .With its low cost labour base ,china has come to dominate the global textile industry.

GLOBAL SCENARIO
According to statistics, the global textile market possesses a worth of more than $400 billion presently. In a more globalize environment the industry has faced high competition as well as opportunities. It is predicted that global textile production will grow by 25% between 2002 and 2010 and Asian region will largely contribute in this regard .High production of wool, cotton and silk over the world has boosted the industry in recent years. Japan, India, Hong Kong and China became leading producers due to their cheap labour supply, which is an important factor for the industry the World Trade Organization (WTO) has taken so many steps for uplifting this sector. In the year 1995, WTO had renewed its MFA and adopted Agreement on Textiles and Clothing (ATC), which states that all quotas on textile and clothing will be removed among WTO member countries. However the level of exports in textiles from developing countries is increasing even if in the presence of high tariffs and quantitative restrictions by economically developed countries. Moreover the role of multifunctional textiles, ecotextiles and customized textiles are considered as the future of the textile industry.

16

INDIAN SCENARIO
Textile industry in India is the second largest employment generator after agriculture. It holds significant status in India as it provides one of the most fundamental necessities of the people. Textile industry was one of the earliest industries to come into existence in India and it accounts for more than 30% of the total exports .In fact Indian textile industry is the second largest in the world, second only to China. Textile industry is unique in terms that it is an independent industry, from the basic requirement of raw materials to the final products, with huge value addition at every stage of processing. Textile industry in India has vast potential for creation of employment opportunities in the agricultural, industrial, organized and decentralized sectors rural and urban areas, particularly for women and the disadvantaged. Indian textile industry is constituted of the following segments: Readymade Garments, Cotton Textiles including Handlooms, Man-made Textiles, Woolen Textiles, Handicrafts, Coir and Jute. Till the year 1985, development of textile sector in India took place in terms of general policies. In 1985, for the first the importance of textile sector was recognized and a separate policy statement was announced with regard to development of textile sector .In the year 2000, National textile policy was announced. Its main objective was to provide cloth of acceptable quality at reasonable prices for the vast majority of the population of the country, to increasingly contribute to the provision of sustainable employment and the economic growth of the nation and to compete with confidence for an increasing share of the global market. The policy also aimed at achieving the target of textile and apparel exports of us$ 50 billion by 2010 of which the share of garments will be us$ 25 billion.

17

STRENGTHS OF INDIAN TEXTILE INDUSTRY

India has rich resources of raw materials of textile industry. It is one of the largest producers of cotton in the world and is also rich in resources of fibers like polyester, silk, viscose etc. India is rich in highly trained manpower the country has a huge advantage due to lower wage rates. Because of low labour rates the manufacturing cost in textile automatically comes down to very reasonable rates. India is highly competitive in spinning sector and has presence in almost all processes of the value chain. Indian garment industry in very diverse in size, manufacturing facility, type of apparel produced quantity and quality of output, cost, requirement for fabric etc. It comprises suppliers of ready-made garments for both domestic or export markets.

WEAKNESSES OF INDIAN TEXTILE INDUSTRY

Indian textile industry is highly fragmented in industry structure, and is led by small scale companies. The reservation of production for very small companies that was imposed with the intention to help out small scale companies across the country, led substantial fragmentation that distorted the competitiveness of industry. Smaller companies do not have the fiscal resources to enhance technology or invest in the high end engineering of processes. Hence they lose in productivity. Indian labour laws are relatively unfavourable to the trades and there is an urgent need for labour reforms in India.

OUTLOOK FOR INDIAN TEXTILE INDUSTRY

The outlook for textile industry in India is very optimistic .it is expected that Indian textile industry would continue to grow at an impressive rate. Textile industry is being modernized by an exclusive scheme, which has set aside $ 5 billion for investment in improvisation of machinery. India can also grab opportunities in the export market. The textile industry is anticipated to generate 12million new jobs in various sectors.

18

STATE SCENARIO
The southern states have a rich legacy of traditional textiles. They are the irrefutable textiles maharajas of the country; churning out enviably stunning silks and cottons that are lapped up by people all across the continent .the textile industry generates huge revenues for Kerala. Thrissur is famous for the textile industry. Thrissur is also famous for its hosiery mills. Lakshmi mills of pullazhi, Rajagopal textiles of Athani, Alagappa textiles of Alagappanagarare famous for their textile industry. Besides weaving saris, Kerala also produces premium quality lace and embroidered goods .It is usually done by women artisans. Caps are produced in bulk at Kasargod which is then exported to Gulf and African countries. Kannur around 350 km north of Kochi, is Keralas leading textile export hub .Its export of textile products is worth around Rs.3 billion a year, according to industry sources .As the US Dollar weakens against the rupee, the going is getting tough for textile exporters here .the dollar, which fell around 15 percent from March this year has burned a Rs.450-million ($11.4 million) hole in the pockets of exporters. Kannur has around 40 textile export units. The sector employees around 50,000 people in the district. The major competitors were MCR, JANSON, and RAMRAJ etc.

SIGNIFICANCE OF THE STUDY

Combining the theoretical background, we have gained so far and the practical study of the organization it is possible to have a clear cut understanding and a broader perspective of an organization and its functional and the operational aspects. The study conducted at KITEX helped the investigator to acquire practical knowledge through personal study and observation. Apart from analyzing and understanding the recent trends and strategies in different industries of KITEX Ltd, the investigation had multi dimensional focus on the following areas:

19

Type of business performed by the company and its nature. Various functions and operations of the company. To know the market position of the organization. Production process performed by the company. Financial and the accounting patterns of the company. Human resource management of the company.

The study is worthwhile since the need of getting introduced to the real situation of an organization was very much possible to observe in this organization. The study helped the investigator to have a clear understanding on various practical applications of the theories which we learned in the text books.

20

1.6 COMPANY PROFILE

HISTORY OF THE COMPANY More than 3 decades ago in 1968 Mr. M.C. JACOB founder of Anna aluminium company, he made a break with past ,belonging to an effluent family of plantation owners, he ventured into the risk world of manufacture industry on a hoped for the best while working very hard to make his maiden venture to the great success. The company has established to set up an efficient industrial estate to provide technical industrial financial and marketing facilities to power loom owners and to create job, opportunities to educated unemployed considerable infrastructure facilities have been built up by way of building electrical distribution system supporting machines for warping, sizing etc to the help power loom owners about 400 power loom were established in the premise, under the banner of kizhakkambalam textiles Ltd (this has been later known as KITEX LTD) this group got highest regards for the employees end and general public several charitable programmers were organized for the benefit of lower strata of society. The group is also providing very good accommodation and canteen facilities to the employees who hail from all over Kerala. KITEX is engaged in the production of fabric made of cotton and other blends, grey fabric bed sheets, lunges, suiting and shirting etc. KITEX lungies are available in six various types- executives, medium priced differently KITEX White gives you an array of white dhotis, single as well as double. This comes with kera of colour and gold to add to the look of your dhotis, KITEX have beautiful and wide range of bedspreads under label of Sweet dreams, Relax, Solitude etc though the years the company has curved a niche for itself in this highly competitive industry with its tradition of world class quality KITEX fabrics are now exported to many parts of the world. KITEX is going in for a major expansion plan to augment the production capacity at the dawn of the new millennium KITEX enter into the luggage and baggage industry under the brand name of scoobee day and travel day the company has ISO 9001-2000 certification and trademark and copyright registration .In market survey done in 2007 of consumable

21

products, named top 20 products in Kerala. KITEX got 11 th rank with a score of 201.8736.the rank was decided on the basis of the consumers acceptance/popularity. DETAIL OF THE COMPANY Anna groups wearing unit KITEX limited was established in 1975 .the company is engaged in the production of fabrics made of cotton fabrics polyester blends greige cloth, bed sheet and lungies they are marketed through a network of over 2000 authorized dealer .Through the year the company has carved a niche for itself in the highly competitive industry with its tradition of world class quality. KITEX is engaged in the production of fabrics made of cotton and other blend grey, cloth, bed sheet and lungies. KITEX lungies are available in four various types executive medium super, medium and economy all priced different. KITEX white give an array of white dhotis single as well as double. It comes with streak of colour, and gold to add to the looks of your dhotis. We are have beautiful and wide range of bed sheet under the label of sweet dream, through the year the company has carved a niche for itself in this highly competitive industry with its tradition of world class quality. VITAL STATISTICS NAME ADDRESS ; KITEX LTD ; KIZHAKKAMBALAM ALUVA ERNAKULAM REGISTERED OFFICE NATURE OF INCORPORATION NATURE OF PRODUCTION ; KIZHAKKAMBALAM ; PVT LTD CO. ; CONSUMER & INDUSTRIAL PRODUCTS

22

CHAIRMAN DIRECTOR

; MR. M.C.JACOB ; MR. BOBY JACOB MRS. MINI BOBY JACOB

BANK AUDITOR TOTAL CAPITAL EMPLOYED ANNUAL TURNOVER BRAND NAME EMPLOYEMENT POTENTIAL NUMBER OF MACHINE GROUP PROFILE ANNA GROUP OF COMPANY

; FEDERAL BANK, SBI ; VARMA&VARMA ; 4 CRORE ; 64 CRORE ; KITEX ; 1020 WORKERS ; 654 MACHINES

More than 3 decades ago in 1968, when the MR M.C.JACOB founder the Anna aluminum company, he made a break with the past belonging to an affluent family of plantation owners he venture into the riskily world of manufacturing industry and founded ANNA ALUMINIUM COMPANY at kizhakkambalam a sleepy village in Ernakulum into two main objective to provide employment for youth in Kerala, provide range of quality product for all strata of sociality and help the under privilege men and women from the rural areas in Kerala. Anna group of company having a total turnover of 350 crores and employing about 6000 employees directly and more indirectly. One of the leading conglomerates of south India, Anna group of company includes Anna

aluminum, chakson, KITEX garments, saras scoobee day.

23

ANNA ALUMINUM A brand that bound a revolutionary change in the field of utensil and kitchen wares with tough and durable aluminum and aluminum alloy products. Today Anna aluminum enjoy the most envious position in the market with a wide range of products like aluminum sheets, utensils which are all ISI certified products. Established in 1968 at kizhakkambalam, Anna Aluminum Company is the flagship company of the Anna group. It has a wide range of vessels to cater to all necessities of a modern day kitchen, depending on the various types of cooking and dishes, Anna provides more than 525 varieties vessels and utensils. All products are made of high standard and strict adherence to quality. CHAKSON PRESSURE COOKER Chakson pressure cookers has proven its, safety efficiency and convenience to the modern house wife within a short span of 4 years if had capture a sizeable markets leader in the segment. Pressure cookers are available from 2.5 lire to 10 litres and are made from 99.5 % pure aluminum ensuring fuel efficiency and safety while preserving nutrition Chakson thermal cookers were introduced in the market with the primary idea of conserving energy and saving considerable fuel and money while cooking, for those who believe in nutritious food chakson multi steamers are there. SARAS SPICES Saras spices are the condiment producing unit of the Anna unit. It is involved in the production and exporting of curry powder whole spices, etc for the past two decades. Since its inception in the year 1976, Sara spices have come a long way tingling palates of governments the world over with its delicious range of spices and masala powders. Saras spices and curry powders are known for its high standard of quality and hygienic and were won. Saras spices include Jeer, cardamom, ginger, turmeric red chilli and coriander. A wide range of masala powders are available under this brand.

24

KITEX GARMENTS LTD The increasing demand for high quality garments in the export market has necessitated the expansion of the factory with sate of the art equipments. The multi cire factory has already been commissioned and offers the finest in garments to the fashion conscious markets of the world. SCOO BEE DAY At the down of the new millennium the new generation was presented with a dubitative school bag from KITEX, the main off shoot of Anna group. Scoobee Day is compactly designed with unique features that make it durable, colourful, comfortable and easy to carry. PRODUCT PROFILE KITEX Ltd is the weaving unit of Anna group of companies. Major product of the company is greige fabric. Greige fabric made of different materials like 100% cotton, 100% linen, cotton lyera, polyester lyera etc in various weaves of poplin twills, satin strips casement, etc are produced. The production of greige fabric is order based, 85% of greige fabric produced are sold to other companies engaged in the manufacturing and exporting of garments in various parts of country like Mumbai, Chennai, Bangalore, etc the remaining 15% of the greige fabric is converted by the company into its own products like dhothis, lungies, bed sheets etc which is marketed not only in India but has a good international market also. The consumer products of the company are lungies, dhothis, and bed sheets etc. KITEX lungies are available in six different types namely executive, medium super, medium standard, supreme and economy. The price ranges from Rs.100/- to Rs.200/-, KITEX also market while dhothis in the name-KITEX white. It is available in eleven major types, single as well as double. Single dhothis are marketed in the name smart line and double dhothis in the name samrat. It has a price range between Rs.100/- to Rs.300/-.KITEX manufacturer bedspreads in the name, sweet dreams, and solo etc.

25

single bed sheets and double bed sheets are available. The price ranges from Rs.170/to 500/-.Some bed sheets are also accompanied by pillow covers. ANNA MATCHES A brand that bound a revolutionary change in the field of utensil and kitchen wares with tough and durable Matches and Matches alloy products. Today Anna Matches enjoy the most envious position in the market with a wide range of products like Matches sheets, utensils which are all ISI certified products. Established in 1968 at kizhakkambalam, Anna Matches Company is the flagship company of the Anna group. It has a wide range of vessels to cater to all necessities of a modern day kitchen, depending on the various types of cooking and dishes, Anna provides more than 525 varieties vessels and utensils. All products are made of high standard and strict adherence to quality. ANNA WATER FILTER Anna water filter has proven its, safety efficiency and convenience to the modern house wife within a short span of 4 years if had capture a sizeable markets leader in the segment. Water filter are available from 2.5 lire to 10 litres and are made from 99.5 % pure water filter ensuring fuel efficiency and safety while preserving nutrition water filter were introduced in the market with the primary idea of conserving energy and saving considerable fuel and money while cooking, for those who believe in nutritious food chakson multi steamers are there. ANNA SPICES Anna spicesare the condiment producing unit of the Anna unit. It is involved in the production and exporting of curry powder whole spices, etc for the past two decades. Since its inception in the year 1976, Sara spices have come a long way tingling palates of governments the world over with its delicious range of spices and masala powders.

26

Anna spicesand curry powders are known for its high standard of quality and hygienic and were won. Anna spicesinclude Jeer, cardamom, ginger, turmeric red chilli and coriander. A wide range of masala powders are available under this brand. ANNA GARMENTS LTD The increasing demand for high quality garments in the export market has necessitated the expansion of the factory with sate of the art equipments. The multi cire factory has already been commissioned and offers the finest in garments to the fashion conscious markets of the world. KITEX PROFILE KITEX Ltd is the weaving unit of Anna group of companies. Major product of the company is greige fabric. Greige fabric made of different materials like 100% cotton, 100% linen, cotton lyera, polyester lyera etc in various weaves of poplin twills, satin strips casement, etc are produced. The production of greige fabric is order based, 85% of greige fabric produced are sold to other companies engaged in the manufacturing and exporting of garments in various parts of country like Mumbai, Chennai, Bangalore, etc the remaining 15% of the greige fabric is converted by the company into its own products like dhothis, lungies, bed sheets etc which is marketed not only in India but has a good international market also. The consumer products of the company are lungies, dhothis, and bed sheets etc. KITEX lungies are available in six different types namely executive, medium super, medium standard, supreme and economy. The price ranges from Rs.100/- to Rs.200/-, KITEX also market while dhothis in the name-KITEX white. It is available in eleven major types, single as well as double. Single dhothis are marketed in the name smart line and double dhothis in the name samrat. It has a price range between Rs.100/- to Rs.300/-.KITEX manufacturer bedspreads in the name, sweet dreams, and solo etc.

27

PRODUCTS FROM THE KITEX LTD BEDSHEET DHOTHIS LUNGIES MULL

NEW PRODUCTS Recently KITEX Ltd introduced the following product: TRAVEL BAG TROLLEY BAG BUSINESS BAG LAPTOP BAG

DEPARTMENTS IN KITEX 1. FINANCE DEPARTMENT The finance department is controlled by the General Manager having sufficient industry experience in the field of accounting, company law and it is headed by Finance Manager, Accounts Officer General and Accounts Officer Taxation and assistants. The finance department looks after the investment activities of the company. It also handles the details related to taxation. The legal matters are also handled by the finance department. It controls the fund transfer of all divisions of KITEX, to the requirements of various divisions, funds are released. The company has a very strong financial position with sufficient reserves.

28

2. MARKETING DEPARTMENT KITEX limited has got a very good marketing department controlled by efficient and dynamic Marketing Manager. The company markets its products mainly through dealers. The company has a dealer network of more than 255 dealers spread all over Kerala. Almost all KITEX products are available at the dealers shops. The products are transported to the dealers by the companies own delivery vans. Sales executives take the order of different items from dealers once in a month. These orders are sent to the company and they are processed by the office staff. These goods are delivered to the shop through sales man. He acknowledges goods received by the dealer and the same is shown as sales in the books of accounts and other register maintained by the company. 3. PERSONNEL AND ADMINISTRATION DEPARTMENT The company employees are over 1000 workers and do not have any trade union problems. The company believes that the strength of the organization lies in the human resources. The human resource forms a major part of their success and strength. The workers and management sit around the table negotiate their demands and rights. Personnel & Administration manager is in charge of this department. He is supported by assistant manager and clerical staffs. Security is under this department. They met all the needs of the workers. They have to report to the MD all the matters. They are dealing with the attendance of the employees. 4. PRODUCTION DEPARTMENT The products manufactured by the company are industrial goods and consumer durable goods. 85% of the goods (gray clothes) are sold as such to the other companies or production units in the textile industry where the same are converted into useful or consumer durable textiles or garments. 15% of the gray clothes manufactured by the company are converted into lungies, dhothis, mulls and bed sheets. The conversion process includes bleaching, dyeing, resizing, printing etc.

29

The production department or factory has installed capacity of 383 power looms. 100% capacity is utilized for production. In addition to the power looms, the company has installed 22 modern looms, it is called as sulzer looms. It is imported from New Zealand. The advantages of sulzer looms are high speed and more production than power looms. It is fully automatic, more productive, high quality of goods produced and manpower requirement is very less. Width of the cloth produced by modern looms are more than power looms. Modern sulzer looms are operated by qualified and highly experienced personnel. They are hired from other textile mills and paid well. Other workers are trained to operate the modern looms under the experienced workers. Ordinary power. looms require two persons per loom but two modern looms require only one person. That means 50% labour expense can be saved by modern looms. The ordinary looms are also in the process of automation and modernisation. 75% of work is completed. 5. PURCHASE DEPARTMENT The purchase department plays very important role in the company as it has effect in every vital factor concerning the manufacture, quality, cost, efficiency and prompt delivery of goods to customers. The main function of this department is to procure materials, service machines and tools at the most favourable terms consistent with maintaining the desired standard of quality. Purchasing is the most important function of materials management, as the moment an order is placed for the purchase of materials, a substantial part of the companies finance is committed which affects the cash flow position of the company. The company is having a centralised purchase department system. Almost all purchases are managed by the purchase department and controlled by the top management that is Managing Director and General Manager. the modernisation

30

6. STORE DEPARTMENT Store department is headed by the store manager. He is assisted by four persons, two in general shift and one each in other shift. The store manager is reporting to the General Manager. The total number of personnel in store is six. This department controls the materials storage of all items of raw materials including the sizing chemicals, yarn of different specification, adhesives, spare parts, electrical items, lubricants, tools, office stationary, packing materials etc are conducted by the stores department. The production manager also has a control over the functioning of the stores department.

31

ORGANIZATION STRUCTURE

Chairman Managing Director General Manager Finance Manager Assistant Manager Finance Executive Electrical Staff Personnel Manager Assistant Manager Personnel Manager Welfare Officer Clerical Staff Production Manager Quality Manage Purchase Manager Marketing Manager Storage Manager Purchase Manager Helper Assistant Manager Sales Executive Salesman

Weavly Assistant Purchase Master Inspector Office Shift in Schrage checkers Staff Supervisor Foreman Weaver Marketing Executive Clerical Staff Assistant Manager

32

DATA ANALISIS AND INTERPRETATION

Table No. 2.1. Age classification of Respondents

S.No. 1 2 3 4 5 Total Age Below 20 21-30 31-40 41-50 Above 51 Frequency 2 15 20 10 3 50 Percentage 4 30 40 20 6 100

Chart No: 2.1 Age classification

45 40 35 30 25 20 15 10 5 0 Below 20 21-30 31-40 41-50 Above 51 4 6 30 20 40

Source: Primary Data Interpretation: From the above table, the researcher inferred about the age classification of respondents are as follows, 4% belongs to below 20, 30% belongs to 21-30, 40% belongs to 31-40,20% belongs to 41-50 and 6% belongs to above 51years.

33

Table no. 2.2. Gender classification

S.No. 1 2 Total Gender Male Female Frequency 46 4 50 percentage 92 8 100

Chart No: 2.2 Gender

100 90 80 70 60 50 40 30 20 10 0 92

8 Male Female

Source: Primary Data Interpretation: From the above table, the researcher inferred about the gender classification as follows, 92% belongs to male and 8% belongs to female.

34

Table no. 2.3.Number of Years doing business

S.No 1 2 3 4 Total Years in the business Less than 3years 3-4 years 4-5 years Above 5 years Frequency 5 10 14 21 50 Percentage 10 20 28 42 100

Chart No: 2.3 Experience in business

45 40 35 30 25 20 15 10 5 0 Less than 3years 3-4 years 4-5 years Above 5 years 10 20 28 42

Source: Primary Data Interpretation: From the above table, the researcher inferred about the classification of dealers based on number of years doing business are as follows, 10% belongs to less than 3 years, 20% belongs to3-4 years, 28% belongs to 4-5 years and 42% belongs to above 5 years.

35

Table no. 2.4. No. of years dealing with Kitex

S. No. 1 2 3 4 No. years dealing with kite 1-2 2-3 3-5 Above 5 Total Frequency 8 12 20 10 50 Percentage 16 24 40 20 100

Chart No: 2.4 No. of years dealing with kitex

45 40 35 30 25 20 15 10 5 0 1-2 years 2-3 years 3-5 years Above 5 years 16 24 20 40

Source: Primary Data Interpretation: From the above table, the researcher inferred about the no. of years dealing with kite as follows, 16% belongs to 1-2 years, 24% belongs to 2-3 years, 40% belongs to 3-4 years and 20% belongs to above 5 years.

36

Table no. 2.5. Awareness about kitex product-coupons

S.No. 1 2 Total Coupons Yes No Frequency 30 20 50 Percentage 60 40 100

Chart No: 2.5 Coupons

70 60 50 40 30 20 10 0 Yes No 40 60

Source: Primary Data Interpretation: From the above table, the researcher inferred about the awareness of coupons as follows, 60% are aware about the coupons and, 40% are not aware about coupons.

37

Table no. 2.6. Awareness about kite product-Offers

S.No. 1 2 Total Offers Yes No Frequency 34 16 50 Percentage 68 32 100

Chart No: 2.6 Offers

80 70 60 50 40 30 20 10 0 Yes No 32 68

Source: Primary Data Interpretation: From the above table, the researcher inferred about the awareness of offers as follows, 68% are aware about the offers and, 32% are not aware about offers.

38

Table no. 2.7. Awareness about kitex product-contests.

S.No. 1 2 Total Contest Yes No Frequency 31 19 50 Percentage 62 38 100

Chart No: 2.7 Contests

70 62 60 50 40 30 20 10 0 Yes No 38

Source: Primary Data Interpretation: From the above table, the researcher inferred about the awareness of contests as follows, 62% are aware about the contests and, 38% are not aware about contests.

39

Table no. 2.8. Awareness about kite product- Price gifts

S.No. 1 2 Total Price Gifts Yes No Frequency 38 12 50 Percentage 76 24 100

Chart No: 2.8 Price gifts

80 70 60 50 40 30 20 10 0 Yes No 24 76

Source: Primary Data Interpretation: From the above table, the researcher inferred about the awareness of price gifts as follows, 76% are aware about the price gifts and, 24% are not aware about price gifts.

40

Table no. 2.9, more attractive promotional strategy

S.No. 1 2 3 4 Attractive promotional strategy Coupons Free gifts Contests Others Total Frequency 15 23 9 3 50 Percentage 30 46 18 6 100

Chart No: 2.9 Attractive promotional strategy

50 45 40 35 30 25 20 15 10 5 0 Coupons Free gifts Contests Others 6 18 30 46

Source: Primary Data Interpretation: From the above table, the researcher inferred about the classification of more attractive promotional strategy as follows, 30% of dealers attracted by coupons, 46% of dealers are attracted by free gifts, 18% of dealers are attracted by contests and, 6% of dealers are attracted by other strategies.

41

Table no. 2.10, Way of Aware about kitex.

S.No. 1 2 3 4 Way of aware about kite Electronic media Sales executive Word of mouth Printed media Total Frequency 18 12 6 14 50 Percentage 36 24 12 28 100

Chart No: 2.10 Way of aware about kitex

40 35 30 25 20 15 10 5 0 Electronic media Sales executive Word of mouth Printed media 12 24 36 28

Source: Primary Data Interpretation: From the above table, the researcher inferred about the classification of the way through which dealers come to know about kite as follows, 36% of dealers knows by electronic media, 24% of dealers are knows by sales executives, 12% of dealers are knows by word of mouth and, 28% of dealers are knows by printed media.

42

Table no. 2.11: Respondents opinion about kitex Products

S. No. Respondents opinion about kite Products Brand Ads Special offers Quality products Total Frequency Percentage

1 2 3 4

14 11 6 19 50

28 22 12 38 100

Chart No: 2.11 Respondents opinion about kitex

40 35 30 25 20 15 10 5 0 Brand Ads Special offers Quality products 12 28 22 38

Source: Primary Data Interpretation; From the above table, the researcher inferred about the factor which strikes in the respondents mind when they think about the kite products and it is classified as follows, 28% says brand, 22% says Ads, 12% says Special Offers and 38% says Quality Products

43

Table no. 2.12, Opinion about promotional strategy

S.No. 1 2 3 4 5 Total Variables Very poor Poor Average Good Excellent Frequency 4 10 8 15 13 50 Percentage 8 20 16 30 26 100

Chart No: 2.12 Opinion about promotional strategy

35 30 25 20 15 10 5 0 Very poor Poor Average Good Excellent 8 20 16 30 26

Source: Primary Data Interpretation; From the above table, the researcher inferred the opinion about the promotional strategies of kite products as follows. 8% says very poor, 20% says poor, 16% says average, 30% says good and 26% says excellent.

44

Table no. 2.13: Feel about promotional strategy received from the company
S.No. Feel about promotional opportunity Very poor Poor Fair Satisfied Highly satisfied Total frequency Percentage

1 2 3 4 5

2 3 5 21 19 50

4 6 10 42 38 100

Chart No: 2.13

Feel about promotional strategy

45 40 35 30 25 20 15 10 5 0 Very poor Poor Fair Satisfied Highly satisfied 4 10 6 42 38

Source: Primary Data Interpretation; From the above table, the researcher inferred the feel about the promotional strategies of kitex products as follows, 4% feels very poor, 6% feels poor, 10% feels fair, 42% are satisfied and 38% are highly satisfied.

45

Table no. 2.14, Respondents Rating the Price of Kitex Products

S.No. 1 2 3 4 5 Total Price Very bad Bad Moderate Good Excellent Frequency 5 8 12 15 10 50 Percentage 10 16 24 30 20 100

Chart No: 2.14 Price

35 30 25 20 16 15 10 5 0 Very bad Bad Moderate Good Excellent 10 24 20 30

Source: Primary Data Interpretation: From the above table the researcher inferred about the respondents rating towards, the pricing policy of kite products are as follows,10% says very bad,16% says bad,24% says moderate,30% says good and 20% says excellent.

46

Table no. 2.15, Respondents rating Quality of the kitex products

S.No. 1 2 3 4 5 Total Quality Very bad Bad Moderate Good Excellent Frequency 3 7 11 22 7 50 Percentage 6 14 22 44 14 100

Chart No: 2.15 Quality

50 45 40 35 30 25 20 15 10 5 0 Very bad Bad Moderate Good Excellent 6 14 14 22 44

Source: Primary Data Interpretation: From the above table the researcher inferred about the respondents rating towards, the quality of kite products are as follows,6% says very bad,14% says bad,22% says moderate,44% says good and 14% says excellent.

47

Table no. 2.16, Respondent rating the communication of executives with dealers
S.No. 1 2 3 4 5 Total Communication Very bad Bad Moderate Good Excellent Frequency 2 7 9 19 13 50 Percentage 4 14 18 38 26 100

Chart No: 2.16 Communication

40 35 30 25 20 15 10 5 0 Very bad Bad Moderate Good Excellent 4 14 18 26 38

Source: Primary Data Interpretation: From the above table the researcher inferred about the respondents rating the communication with sales executives of kitex as follows, 4% says very badly, 14% says bad, 18% says moderate, 38% says good and 26% says excellent.

48

Table no. 2.17, Respondent rating the variety of kitex products

S.No. 1 2 3 4 5 Total Verity Very bad Bad Moderate Good Excellent Frequency 2 4 7 21 16 50 Percentage 4 8 14 42 32 100

Chart No: 2.17 Variety

45 40 35 30 25 20 15 10 5 0 Very bad Bad Moderate Good Excellent 4 8 14 32 42

Source: Primary Data Interpretation: From the above table the researcher inferred about the respondents rating the variety of kitex products as follows, 4% says very badly, 8% says bad, 14% says moderate, 42% says good and 32% says excellent.

49

Table no.2.18: Respondent rating the offers of kitex products.

S.No. 1 2 3 4 5 Total Offers Very bad Bad Moderate Good Excellent Frequency 3 7 18 12 10 50 Percentage 6 14 36 24 20 100

Chart No: 2.18 Offers

40 35 30 25 20 15 10 5 0 Very bad Bad Moderate Good Excellent 6 14 24 20 36

Source: Primary Data Interpretation: From the above table the researcher inferred about the respondents rating the offers of kite products as follows, 6% says very badly, 14% says bad, 32% says moderate, 24% says good and 20% says excellent.

50

Table no. 2.19, Overall opinion about kitex

S.No. 1 2 3 4 5 Total Overall Opinion about kite Very poor Poor Average Good Excellent Frequency 2 4 6 20 18 50 Percentage 4 8 12 40 36 100

Chart No: 2.19

Overall opinion about kitex

45 40 35 30 25 20 15 10 5 0 Very poor Poor Average Good Excellent 4 8 12 40 36

Source: Primary Data Interpretation: From the above table the researcher inferred about the respondents rating the overall opinion about kite products as follows,4% says very bad,8% says bad,12% says moderate,40% says good and 36% says excellent.

51

Table no. 2.20, Overall satisfaction with kitex

S.No. 1 2 3 4 5 Overall satisfaction with kite Strongly dissatisfied Dissatisfied Neutral Satisfied Strongly satisfied Total Frequency 2 3 4 24 17 50 Percentage 4 6 8 48 34 100

Chart No: 2.20

Overall satisfaction with kitex

60 50 40 30 20 10 0 Strongly dissatisfied Dissatisfied Neutral Satisfied Strongly satisfied 4 6 8 48 34

Source: Primary Data Interpretation: From the above table the researcher inferred about the respondents rating the overall satisfaction with kite products as follows, 4% are strongly dissatisfied, 6% are dissatisfied, 8% are neutral, 48% are satisfied and 34% strongly satisfied.

52

Table No: 2.21 COMPARISON OF RESPONDENTS EXPERIENCES IN THE BUSINESS WITH THE PERCEPTION OF RESPONDNETS ABOUT OVERALL RATING OF KITEX PRODUCTS.
Null hypothesis (H0): There is no significance difference between respondents experiences in the business with the perception of respondents about overall rating of kitex products. Alternative hypothesis (H1): There is significance difference between respondents experiences in the business with the perception of respondents about overall rating of kitex products.
Factors/ Variables

Excellent 1 4 7 6

Overall opinion about kitex products. Good Average Poor 1 2 3 14 1 2 3 0 1 1 1 1

Very poor 1 1 0 0

Less than 3 years 3-4 Years 4-5 years Above 5 years

X2=(Oi-Ei)2/Ei Where X2 = Chi-square. Oi = Observed Frequency Ei = Expected frequency.

53

Table No: 2.21.1

Oi 1 1 1 1 1 4 2 2 1 1 7 3 3 1 0 6 14 0 1 0 Ei 1.8 2 0.6 0.4 0.2 3.6 4 1.2 0.8 0.4 5.04 5.6 1.68 1.12 0.56 7.56 8.4 2.52 1.68 0.84 (Oi-Ei) -0.8 -1 0.4 0.6 0.8 0.4 -2 0.8 0.2 0.6 1.96 -2.6 1.32 -0.12 -0.56 -1.56 5.6 -2.52 -0.68 -0.84 (Oi-Ei)2 0.64 1 0.16 0.36 0.64 0.16 4 0.64 0.4 0.36 3.8416 6.76 1.7424 0.0144 0.3136 2.4336 31.36 6.3504 0.4624 0.7056 Total (Oi-Ei)2 Ei 0.355 0.5 0.266 0.9 3.2 0.044 1 0.533 0.5 0.9 0.762 1.207 1.037 0.012 0.56 0.321 3.733 2.52 0.275 0.84 19.465

54

Degree of freedom = (C-1)*(R-1) = (5-1) (4-1) = 12 Level of significance=0.05 Tabulated Value Calculated Value = 21.026 = 19.465

Interpretation
From the above chi square table, it is observed that the calculation value is lesser than the tabulated value. So the null hypothesis is accepted. Hence there is no significance difference between respondents experiences in the business with the perception of respondents about overall rating of kitex products.

55

Table No: 2.22 COMPARISION OF EXPERIENCE OF THE RESPONDENTS WITH KITEX PRODUCTS AND RESPONDENTS OVERALL SATISFACTION WITH KITEX PRODUCTS
Null hypothesis (H0) There is no significance difference between no. years respondent is dealing kitex and overall satisfaction of the respondents with kitex products. Alternative hypothesis (H1): There is significance difference between no. years respondent is dealing kitex and overall satisfaction of the respondents with kitex products. Factors/variables Overall satisfaction with kitex products Strongly Satisfied Neutral satisfied 1-2 1 3 2 2-3 6 2 2 3-5 5 14 0 Above 5 years 5 5 0 Dissatisfied 1 1 1 0 Strongly dissatisfied 1 1 0 0

X2=(Oi-Ei)2/Ei Where X2 = Chi-square. Oi = Observed Frequency Ei = Expected frequency.

56

Table No: 2.22.1

Oi 1 3 2 1 1 6 2 2 1 1 5 14 0 1 0 5 5 0 0 0 Ei 2.72 3.84 0.64 0.48 0.32 4.08 5.76 0.96 0.72 0.48 6.8 9.6 1.6 1.2 0.8 3.4 4.8 0.8 0.6 0.4 (Oi-Ei) -1.72 -0.84 1.36 0.52 0.68 1.92 3.76 1.04 0.28 0.52 -1.8 4.4 -1.6 -0.2 -0.8 2.4 1.8 -0.8 -0.6 -0.4 (Oi-Ei)2 2.9584 0.7056 1.8496 0.2704 0.4624 3.6864 14.1376 1.0816 0.0784 0.2704 3.24 19.36 2.56 0.04 0.64 5.76 3.24 0.64 0.36 0.16 (Oi-Ei)2 Ei 1.0876 0.1837 2.89 0.5633 1.445 0.9035 2.4544 1.1266 0.1088 0.5633 0.4764 2.0166 1.6 0.033 0.8 1.694 0.675 0.8 0.6 0.4 Total 20.4212

57

Degree of freedom = (C-1)*(R-1) = (5-1) (4-1) = 12 Level of significance=0.05 Tabulated value =21.026 Calculated value=20.4212

Interpretation
From the above chi square table, it is observed that the calculation value is lesser than the tabulated value. So the null hypothesis is accepted. Hence there is no significance difference between no. years respondent is dealing kitex and overall satisfaction of the respondents with kitex products.

58

3:1 FINDINGS
40% of the respondents are belongs to 31-40 years. 92% of the respondents are male. 42% of the respondents having above 5 years experience in business. 40 % of the respondents are dealing with kitex around 3-5 years. 60% of respondents are aware about kitex products coupons. 68% of respondents are aware about kitex product offers. 62% of respondents are aware about kitex products contests. 76% of respondents are aware about kitex products price gifts. 46% of respondents are says that free gifts are more attractive promotional strategy. 36% of respondents says that through electronic media they aware about kitex products. 38% of the respondents opinion is that the quality of the product is better. 56% of the respondents are satisfied with promotional strategy of kitex products 80% of the respondents are satisfied towards promotional strategies received from the company 50% of the respondents satisfied with price of kitex products 54% of the respondents satisfied with quality of the kitex products. 64% of the respondents are satisfied towards communication with sales executives. 74% of respondents satisfied with product variety in kitex products 44% of respondents satisfied with the offers of kitex products. 76% of respondents are overall opinion about kitex products is good & excellent. 82% of respondents are satisfied & strongly satisfied with the kitex products.

59

3.2 SUGGESTION
Company should make the promotional activity in the way that all dealers may aware about product coupons of free, and contest, because it increase the satisfaction level of customers and make them to work effective manner. Company should provide incentives and gifts to the dealers to retain them and also to attract the new dealers. Company should concentrate on improving the Quality of product in constant manner to retain the customer, because Quality is considered to be a most influencing factor. Company makes the promotional strategy which makes the people aware about kitex products. More number of product verities need to added towards kitex products, in order to satisfy the customers who are give importance for more product variety. Sales executives should have a regular communication with dealers in order to maintain a smooth relation.

60

3.3 CONCLUSION
The study entitled on A STUDY ON PROMOTIONAL STRATEGIES OF KITEX PRODUCTS WITH SPECIAL REFERENCE TO ALAPPUZHA TOWN which focus on analyzing the level of satisfaction of dealers based on product offers, product quality, promotional activity, pricing policy etc, from this study, it is observed that 80% of the respondents satisfied towards the promotional strategy that received from the company, 76% of the respondents opinion about kitex products are good & excellent, and 82% of the respondents are satisfied & strongly satisfied with the kitex products. And it is important to consider, company should provide incentives and gifts to the dealers to retain them and also to attract the new dealers. Company should concentrate on improving the Quality of product in constant manner to retain the customer, because Quality is considered to be a most influencing factor. Company makes the promotional strategies which makes the people aware about kitex products.