CAHTPER-1

COMPANY PROFILE
ABOUT VARDHMAN
Vardhman Group is a leading textile conglomerate in India having a turnover of
$986 mn. Spanning over 24 manufacturing facilities in five states across India, the
Group business portfolio includes Yarn, Greige and Ally Steel.

Vardhman Group is a leading textile conglomerate in India having a turnover of
$700 mn. Spanning over 24 manufacturing facilities in five states across India, the
Group business portfolio includes Yarn, Greige and Processed Fabric, Sewing
Thread, Acrylic Fibre and Alloy Steel.

Vardhman Group manufacturing facilities include over 8,00,000 spindles, 65 tons
per day yarn and fibre dyeing 900 shuttleless looms, 90mn meters per annum
processed fabric, 33 tons per day sewing thread, 18000 metric tons per annum
acrylic fibre and 1,00,000 tons per annum special and alloy steel.

Vardhman has evolved through history from a small beginning in 1965 into a
modern textile major under the dynamic leadership of its chairman, S.P.
Oswal. His vision and insight has given Vardhman an enviable position in the
textile industry. Under his leadership, Vardhman is efficiently using resources to
innovate, diversify, integrate and build its diverse operations into a dynamic
modern enterprise.

MISSION
Vardhman aims to be world class textile organization producing diverse range of
products for the global textile market. Vardhman seeks to achieve customer


delight through excellence in manufacturing and customer service based on
creative combination of state-of-the-art technology and human resources.
Vardhman is committed to be responsible corporate citizen.

S P Oswal, Chairman Vardhman Group

VISION
Superior Products, High Standards of Quality and Performance,
Vardhman Rooted in Values, Creating World Class Textiles
Distinctive Competitive Strategies and Highest Integrity and Commitment
of the people.

HISTORY
The industrial city of Ludhiana, located in the fertile Malwa of Central Punjab is
otherwise known as the Manchester of India. Within the precincts of this city is
located the Corporate headquarters of the Vardhman Group, a household name in
Northern India. The Vardhman Group, born in 1965, under the entrepreneurship of
Late Lala Rattan Chand Oswal has today blossomed into one of the largest Textile
Business houses in India.

As its inception, Vardhman had an installed capacity of 14,000 spindles, today; its
capacity has increased multifold to over 8 lacs spindles. In 1982 the Group entered


the sewing thread market in the country which was a forward integration of the
business. Today Vardhman Threads is the second largest producer of sewing
thread in India. In 1990, it undertook yet another diversification the time into the
weaving business. The grey fabric weaving unit at Baddi (HP), commissioned in
1990 with a capacity of 20,000 meters per day, has already made its mark as a
quality producer of Grey poplin, sheeting, shirting up Auro Textiles as Baddi and
Vardhman Fabric at Budhni, Madhya Pradesh. Today the group has 900
shuttleless looms and has processing capacity of 90mn meters fabrics/ annum.
In the year 1999 the Group has added yet another feather to its cap with the setting
up of Vardhman Acrylic Ltd., Bharuch (Gujarat) which is a joint venture in Acrylic
Fibre production undertaken with Marubeni and Exlan of Japan. The company
also has a strong presence in the markets of Japan, Hong Kong, Korea, UK and EU
in addition to the domestic market. Adherence to systems and a true dedication to
quality has resulted in obtained the markets of Japan, Hong Kong, Korea, UK and
EU in addition to the domestic market. Adherence to systems and a true dedication
to quality has resulted in obtaining the coveted ISO 9002/ ISO 14002 quality award
which is the first in Textile industry in India and yet another laurel to its credit.

The group portfolio includes Yarn, Fabrics, Sewing Thread, Fibre and Alloy Steel.


51%
24%
10%
10%
0% 5%
Yarn
Fabric
Sewing Thread
Steel
Power plant
Fibre


Business Wise Turnover for the financial year 2012-13
Actual 2010-11 Group Total (Rs.
Crore)
USD Million %share
Yarn 2280 500 51%
Fabric 1093 240 24%
Sewing Thread 440 97 10%
Steel 435 95 10%
Power plant 9 2 0.2%
Fibre 235 52 5%
Total 4492 986 100%

Yarns
Yarn Manufacturing is the major activity of the group accounting for 51 percent of
the group turnover.
Vardhman is virtually a supermarket of yarns, producing the widest range of
cotton, synthetics and blended, Grey and Dyed yarns and Hand Knitting Yarns, in
which Vardhman is the market leader in India. The group has twenty one
production plants with a total capacity of over 8.8 lacs spindles, spread all over the
country. In many of the yarn market segments, Vardhman holds the largest market
share. Vardhman is also the largest exporters of yarn from India, exporting yarns
worth more than USD 282 million.
Sewing Thread
Vardhman is the second largest producer of sewing thread in the country. The
sewing thread manufacturing capacity is being expanded from 17 tons per day to
33 tons per day in its sewing thread plant located at Hoshiarpur, Baddi and
Ludhiana. Sewing threads contributes 10 percent of the group turnover.


Fabrics
The group has created state-of-the-art fabric weaving and processing facilities in its
plant at Baddi, Northern India. The group has installed 900 shuttle less looms and a
fabric processing capacity of 90 milion meters per annum in collaboration of Tokai
Senko of Japan. Fabrics business contributes 24 percent to the group turnover.
Fibre
The group has set up an Acrylic Staple Fibre plant at Bharuch in Gujarat in
collaboration with Marubeni and Japan Exlan of Japan. The plant has annual
capacity of 20000 tons per annum. Fiber contributes 5 percent to the total turnover
of the group.

Steel
The group is also present in upper-end of the steel industry. The group
manufacturing capacity of 100000 tons of special and alloy steel. The group
supplies its steel products to some of the most stringent quality steel buyers like
Maruti and Telco. It contributes 10 percent to the total turnover of the group.
HOLDINGS
Vardhman Holding Limited
Vardham Textiles Limited
Vardhman Acrylic Limited
VMT Spinning Company Limited
Vardhman Yarns and Threads Limited




VARDHMANS CULTURE & ITS ASPECTS
Professionalism
System Approach
Commitment To Quality
Excellence With Economy
Cost Consciousness
Human Resource Regarded As Valuable Asset
Emphasis On Teaching and Development
Preference To Human Value
Management By Participation
Open Door Policy In Sharing Ideas And Suggestions
Group Synergy
Emphasis on effective communication and coordination
Managerial strength and acceptance to change
Cordial Environment
Customer Focus
Honor And Reward




GROUP PHILOSOPHY

The Vardhman Group has always emphasized on total customer focus in all
operational areas. It has continuously monitored and nurtured relationships with all
the customers and business associates.

VARDHMAN BELIEVES IN:
The fact that change is a way of life.
Absolute market orientation for a quick and positive response to the
customers needs.
An uncompromising commitment to a flexible, professional and
personalized service from within a stimulating result oriented environment.
Timely delivery with consistent standards
Response approach to the benefits of R&D and the modern technology.
Having faith in individual potential and respect for human values.
Being a responsible corporate citizen with due respect to the laws of the land
and its environment.
Product to be the best available quality for premium market segment.
These underline the corporate philosophy, which has shaped VARDHMAN
OF YESTER YEARS into VARDHMAN OF TODAY.
Products to be of the best available quality for premium market
segment through TQM and zero defect implementation. For achieving
in all functional areas, encouraging innovations for constant
improvement of the product and service. Having faith in your skill and
ability. Always encourage and motivate your group. Believe in loyalty.



CHAPTER-2
CONSUMER BUYING BEHAVIOUR - INTRODUCTION
The job of marketer is to meet and satisfy target customers needs and wants but
knowing customer" is not a simple task. Understanding the buying behavior of the
target market for its company products is the essential task for the marketing dept.
The job of the marketers is to think customer and to guide the company into
developing offers, which are meaningful and attractive to target customers and
creating solutions that deliver satisfaction to the customers, profits to customer and
benefits to the stakeholders.
Marketers must study the customer taste, preferences, wants, shopping and buying
behavior because such study provides the clues for developing the new products,
price, product changes, messages and other marketing mix elements. In understand
the concept of buying we have the some of the key questions. They are: -
Why does the market buying? Objective
Who does the market buying? Organization
What does the market buying? Objects
When does the market buying? Occasions
Where does the market buying? Outlets
How does the market buying? Operations



WAYS OF BUYING BEHAVIOR
According to the concept of marketing the buying behavior can be divided in two
ways :-
1. Consumer Behavior: - It includes that user who buys the product for the direct
consumption, not to use for further sale purpose. Like as home users.
2. Business Behavior: - It includes those users who buy the product for the
further sale purpose. Like as shopkeepers, dealers, and retailers.
BUYING ROLES IN BUYING BEHAVIOR
In the buying behavior there are different roles played in each of consumer and
business. Those are involved in the buying decisions.
CONSUMER BUYING ROLES
In the consumer buying there are different buying roles; i.e.
Initiator: -- A Person who first suggest the idea of buying.
Influencer: - A Person who influence the buying decision.
Decider: - A Person who takes decisions regarding buying
Buyer: - A Person who actually buys the products.
User: - A Person who is the user of the product.
BUSINESS BUYING ROLES
In the business buying there are different buying roles; i.e.
Approver: -- A Person who approves the idea of buying.


influencer: -- A Person who influence the buying decision.
Decider: -- A Person who takes decisions regarding buying
Buyer: -- A Person who actually buys the products.
User: -- A Person who is the user of the product.
TYPES OF BUYING BEHAVIOR
There is a great difference between the purchasing of a computer and a car. Buying
decisions making varies with the type of buying decision. The types of buying
behavior divided are separately divided as per of consumer and business buying.



MARKETING RESEARCH
Marketing Research has wider meaning and scope. It is the systematic gathering,
recording and analyzing of data about problems connected with the market place,
i.e. problems relating to product, price, place and promotion of the 4 Ps of the
marketing mix.
The American Marketing Association defines Marketing Research as follows:-
Marketing Research is the function which links the customer, consumer and public
to the marketer through information used to identify and define marketing
opportunities and problems; generate refine and evaluate actions; monitor
marketing performance; and improve understanding of marketing as a process.
Marketing Research is concerned with all those factors which have a direct impact
upon the marketing of products and services. It is the study of any part of total
marketing process. In concentrates on the study of product planning and
development, pricing, policies, effectiveness of personal selling, advertisement
and sales promotion, competition and the entire area of buyer behaviour and
attitudes in the market place.
CONSUMER BEHAVIOUR
C.B. is defined as the behaviour that consumers display in searching for,
purchasing, using, evaluating and disposing of products and services that they
expect will satisfy their needs. Consumer behaviour comes under marketing
branch.
The study of consumer behavior dwells from various themes the important once
are discussed below: -
Buying motive


Buying roles
Major factors influencing buying behavior
Working towards enhancing customer satisfaction
The five stages in consumer buying process

The aim of marketing is to meet and satisfy target customers needs and wants. The
field of Consumer behavior studies how individuals, groups, and organizations
select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy
their needs and desires. Understanding consumer behavior and knowing
customers is never simple. Customers may say one thing but do another. They
may not be in touch with their deeper motivations. They may respond to influences
that change their mind at the last minute. Marketing and environmental stimuli
enter the buyers consciousness. The buyers characteristics and decision processes
lead to certain purchase decisions. The marketers task is to understand what
happens in the buyers consciousness between the arrival of outside stimuli and the
purchase decisions. It has been aptly said that the field of consumer behavior holds
for various categories of people such as the consumers, marketers and students of
marketing.

All the firms have started considering customer as the king or queen. Today,
the market place is flooded with many new players including the host of MNCs
resulting in the availability of more number of brands in every segment of the
market. On account of this, the customer has started becoming choosy about what
to buy. Thus, all firms are becoming not only customer focused but are also trying
to build relationships with them. This is done by continuously updating knowledge,
information and understanding of the customers needs and expectations.


Awareness that is displayed by the firms have made consumers take more interest
in their own consumption related decisions. They are keen top gain more
knowledge about taking various decisions related to products and the promotional
influences that persuade them to buy.

Marketers have woken up to the reality that they exist in a competitive
environment, and therefore have to be more customer focused. On the one hand,
the firms are facing liquidity problems, followed by a rising rate of inflation along
with increasing competition eating into their margins and sales. On the other hand,
marketers have observed that the choice empowered customer cannot be taken for
granted. This is particularly true because of the rapid rise in the average customers
earnings, as well as a sharp drop in the savings rate- resulting in a huge amount of
disposable income to be spent on products and services. Having a better
understanding of consumer behaviour will help companies become better than their
competitors. They will be able to predict the way a consumer may react to a given
set of cues, and thus they will be able to plan their marketing programs or
strategies accordingly.

BUYING MOTIVES
A customer purchases a particular product or service because of a strong inner
feeling or force which instills in him a strong desire to have possession of the
same. A buying motive can be said to be all the desires considerations and
impulses which induce a buyer to purchase a given product. Basically, buying
motives are of two kinds:
1. Product motives.
2. Patronage motives.



PRODUCT MOTIVES
The impulses, considerations, and desires that induce a person to be positively
inclined to purchase a product is called product motive. The product is inclusive of
the attributes i.e. color, size, attractive design, package, price etc, which may be the
reasons behind product motives. Product motives can be classified on the basis of
the nature of satisfaction sought by the buyer. Based on this classification, we can
have two categories of product motives:
1. Emotional product motives.
2. Rational product motives.
Emotional product motives: Emotional product motives are those impulses which
persuade a customer to purchase a product spontaneously without giving prior
thought to the consequences of the action or decision. Evaluation of the pros and
cons of the decision or logical reasoning and analysis is not pertinent in these
purchase decisions. Here, the buyer lets the heart rule over the mind.
Rational product motives: Rational product motives, on the other hand, involve
careful reasoning and logical analysis of the intended purchase. The buyer will
work out whether it is worthwhile to purchase the product. The buyer will carefully
think and work out the valid and relevant reasons to justify the proposed purchase
of the product.
However, sometimes it has been observed that some product motives may be a
mixture of emotion and rationality. In such a case, a buyer may react quickly to a
situation and make an impulsive buying decision but there could be some
conscious reasoning behind such a purchase. So a more logical way of classifying
product motives is by adding two dimensions to the product motives- utility and
prestige.




PATRONAGE BUYING MOTIVES:
Why do buyers purchase from specific shops? What are the considerations or
factors which persuade the buyers to display such patronage? These questions can
be answered by understanding buyer patronage motives. Patronage motives can
also be categorized into two groups namely, emotional patronage motives and
rational patronage motives.
Emotional patronage motives: Emotional patronage motives are those impulses
which motivate or persuade a buyer to purchase from specific shops. There may be
no logical reasoning behind his decision to purchase from a particular shop. He
may simply decide to buy from his most preferred shop, merely based on
subjective reasons.
Rational patronage motives: If a buyer solicits a particular shop after following a
logical reasoning of the mind, this is called rational patronage motives. He may
select a shop because it offers a variety of products, or stocks the latest designs and
models, or assures prompt delivery and good after sales service.
As mentioned earlier, even patronage motives can be a combination of
emotional and rational motives.
BUYING ROLES
A big task for the marketer is to identify the target buyers of a particular new
product. The marketer has to know who makes the buying decision for the
particular product category. Very often, most of the purchase decisions involve a
Decision Making Unit (DMU) comprising of more than one person. So he has to
understand the roles of the various people involved in the decision making process.
There are five different types of roles that people play in a buying decision. They
are as follows:


Initiator: The person who first suggests the idea of buying the product or
service.
Influencer: The person whose view or advice influences the decision.
Decider: The person who decides on any component of a buying decision:
whether to buy, what to buy, how to buy, or where to buy.
Buyer: The person who makes the actual purchase.
User: The person who consumes the product or service.
It will be very useful for the company if it is able to identify the roles of the
persons involved in the decision making process. This is because this information
will help them in designing the product, allocate funds for the promotional budget,
work out the communication media, and decide for whom the message is to be
directed.
Buying Behaviour: Consumer decision making varies with the type of buying
decision. The decisions to buy toothpaste, a tennis racket, a personal computer, and
a new car are all very different. Complex and expensive purchases are likely to
involve more buyer deliberation.



WORKING TOWARDS ENHANCING CUSTOMER
SATISFACTION
In the existing business environment, markets are turbulent and customer
needs are fast changing. Therefore, companies should opt for ways to add value for
their customer by offering products or services just the way they want it. When the
customer has to choose from a large number of options, features, pricing structures
and various delivery methods, offering a unique product to every individual
customer will go a long way in adding value to the consumer decision making
process. Customer satisfaction is a continuous process which does not begin or
end with a purchase. It covers the entire ownership experience from selecting a
product, to purchase, to aftercare to a repeat purchase. Thus, there are three stages
in the customer satisfaction process, namely:
1. Pre sales: During this stage, the customers expectations are developed
through the various information sources like advertising, word of mouth
and so on.
2. During sales: When the customer is engaged in experiencing how to deal
with enquiries and sell products.
3. After sales: This refers to the period where the customer has started using
the product
4. The pre-sales period: This refers to clear, useful information on:
The product or service.
Its quality aspect.
Its core benefits or advantages.
Its price
Its availability or sales outlet.
How to obtain it.


During sales period:
Opportunity to inspect the products.
Provision of an attractive sales environment.
Courteous and effective service.
Reasonable and reliable delivery.
Enhancing quality of goods or services.
Prompt reply in case of complaint receipt.
Freedom to choose with undue sales pressure.

The After sales period:
If required necessary support or advice must be provided.
Prompt replacement or refund if necessary.
A smooth and straight forward complaint procedure.
Efficient repair and maintenance service.
Efficient and effective consumer follow-up process.
From the above points, it is seen that consumer satisfaction goes beyond the
core product or service offering. Marketing decision makers must start by
trying to understand the elements which together will determine the
satisfaction levels. They must then list the elements in a proper sequence so
as to identify what is to be done to increase the customers satisfaction level.
This can be done only if the marketers involve a system which facilitates
interaction with their customers. These interactions will prove to be equally
important as the quality of the core product or service offered by the
company in the long run.




MAJOR FACTORS INFLUENCING BUYING BEHAVIOR
Personality-An individuals personality relates to perceived personal characteristics
that are consistently exhibited, especially when one acts in the presence of others.
In most, but not all, cases the behaviors one projects in a situation is similar to the
behaviors a person exhibits in another situation. In this way personality is the sum
of sensory experiences others get from experiencing a person (i.e., how one talks,
reacts). While ones personality is often interpreted by those we interact with, the
person has their own vision of their personality, called Self Concept, which may or
may not be the same has how others view us.
CULTURAL FACTORS
Culture:
Exert the maximum influence on consumer behavior. Culture is the basic
determinant of a person wants. It refers to a set of learnt beliefs, values, attitudes,
customs, habits and other forms of behavior that are shared in society.
Sub Culture:
Each culture consists of smaller subcultures that provide more specific
identification and socialization for its members. They are four types of subcultures
they are :
NATIONALITY GROUPS
RELIGIOUS GROUPS
RACIAL GROUPS
GEOGRAPHIC GROUPS
Social Class:
It is the divisions of people in the society, which are hierarchically ordered, and its
members share similar values and behavior.


SOCIAL FACTORS
Reference Group
They are the social, economic or professional groups that have a direct or indirect
influence on the persons attitudes or behavior. Consumers accept information
provided by their peer groups on the quality, performance, style etc of a product.
These groups influence the persons attitudes and expose them to a new behavior.
Family
It is the most influential group as the attitudes, habits and values are shaped by the
familys influence. The members of family play different roles such as influencer,
decider, purchaser and user in the buying process.
Roles and Status
Roles represent the position we feel we hold or others feel we should hold when
dealing in a group environment. These positions carry certain responsibilities The
consumers buying behavior is also influenced by the roles and status of person. It
influences a person in taking a certain decision.

PERSONAL FACTORS
Age
According to Russell People buy different goods and services over their lifetime.
The lifecycle of a person is infancy, adolescence, teenage, adult middle age and old
age. In each stage the persons buying behavior is different. The person is
dependent on others during the first three stages, then in the next stage he not only
takes decisions but also influences others buying decisions and in the last stage of
the life cycle the decisions are again made by others.


Occupation
It also influences his or her consumption pattern because occupation decides his
ability to buy For example A blue-collar worker will buy work clothes and work
shoes while a companys president will buy expensive suits, club memberships and
a luxury car.

Economic Circumstances
Products choice is greatly affected by ones economic circumstances. Peoples
economic circumstance consists of their spend able income, savings, assets, debts,
borrowing power and attitude towards spending versus saving.

Lifestyle
It is the pattern or way of living of a person. This will be indicated through the
persons activities, interests and opinions. Hence he will chose products according
to his lifestyle.

PYSCHOLOGICAL FACTORS
Motivation- Motivation relates to our desire to achieve a certain outcome. For
instance, when it comes to making purchase decisions customers motivation could
be affected by such issues as financial position (e.g., Can I afford the purchase?),
time constraints (e.g., Do I need to make the purchase quickly?), overall value
(e.g., Am I getting my moneys worth?), and perceived risk (e.g., What happens if
I make a bad decision?).Psychologists have developed theories of human
motivation. The best three motivation theories are given by Sigmund Freud,
Abraham Maslow and Frederick Herzberg.




Perception
A motivated person is ready to act. How the motivated person actually acts is
influenced by his or her perception of the situation. To perceive is to see, to hear,
to touch, to taste, to smell and to sense something so as to find meaning in the
experience. People can emerge with different Perceptions of the same object
because of three perpetual processes that is selective retention, selective attention
and selective distortion.

Learning
Involves changes in an individuals behavior arising from experience or practice.
Most human behavior is learned. It is produced through the interplay of drives,
stimuli, cues, responses and reinforcement.

Beliefs and Attitudes
A belief is a descriptive thought that a person holds something. Through doing and
learning, people acquire beliefs and attitudes. These in turn influence their buyer
behavior. The beliefs may be based on knowledge, opinion, or faith. They may or
may not carry an emotional charge.
An attitude is a person enduring favorable or unfavorable evaluations, emotional
feelings, and action tendencies toward some object or idea. People have attitudes
toward almost everything: religion, politics, clothes, music, food and so on.
Attitudes put them into a frame of mind of liking or disliking an object.


THE FIVE STAGES IN CONSUMER BUYING PROCESS
Problem Recognition
The buying process starts when the buyer recognizes a problem or need. The need
may be activated by internal or external stimuli. The intensity of want will indicate
the speed at which the person will move to fulfill it.
Information Search
An aroused customer will be inclined towards the search for information until the
desired product is known and available. The person will also search for
information until the desired product is known and available.
The person will also search for information relating to the brand, its location and
the manner of obtaining the product.
Evaluation of Alternatives
This is an important stage in the process of buying where several decisions are
taken in the evaluation process.
The basic consumer evaluation process is as follows
Firstly The consumer is trying to satisfy a need.
Secondly He is looking for certain benefits from the product.
Thirdly He sees a product as a bundle of attributes.
Purchase Decision
While the customer is evaluating the alternatives the person will have preferences
among the various brands, a liking towards a particular brand will lead to the
purchase of the product thus a prospective buyer heads towards final selection.


Post Purchase Behavior
Once the product has been purchased the consumer will experience some level of
satisfaction and dissatisfaction. If the derived satisfaction is as per expected
satisfaction then it will lead to brand preference and brand loyalty leading to future
purchases. If the purchase does not yield derived satisfaction then the customer
becomes dissatisfied and will lose its preference.



SWOT ANALYSIS OF THE VARDHMAN GROUP

STRENGTHS
Good Brand Equity
Good technological base with Foreign Collaboration
High Quality Standards
High Production Capacity
Own Research and Development department
Commitment for growth
Human Capital
Zero Defect and optimum production with zero wastage
Its culture and philosophy

WEAKNESSES
Comparatively high prices
Long Hierarchy

OPPORTUNITIES
As quality is good and prices are comparatively high, Vardhman can always
easily liquidate stock pressure by slight reduction in prices.
As brand image is very good and production is too wide, Vardhman can
have some good customers with whom direct business can be established.
With this Vardhman will have better Quantity and Regularity of sales.


Strict payments are strengths at times as well as weakness. If a moderate
policy, as per present conditions are adopted, the dealers and customers shall
be attracted to buy more and regularly.
Shortened hierarchy shall provide hope for better customer service.

THREATS
Smaller players in the market are using Vardhmans process as a shield to
push their product at lower prices.
Companies from south are entering into Ludhiana market.
Capacity of Yarn Spinning is increasing rapidly in comparison to increase in
market size, resulting into the addition of new players. This would result in
price cuts, liberalization of payment, terms and conditions etc. the various
functional areas.







CHAPTER-3
CONSUMER BUYING BEHAVIOUR OF VARDHMAN TEXTILE
MILLS LTD.

Definition
Purchase decision making pattern that is a complex amalgam of needs and desires,
and is influenced by factors such as the consumer's (1) societal role (parent,
spouse, worker, etc.), (2) social and cultural environment and norms, and (3)
aspirations and inhibitions.
Buying Behaviour is in the Advertising, Marketing, & Sales and Purchasing &
Procurement subjects.
Buying Behaviour appears in the definitions of the following terms: marketing
research, advertisement (ad), ACORN, economic environment, activities, interests,
opinions (AIO) and consumer research.
Buying Behaviour appears in these other term: consumer buying behaviour.










Model of Buying Behaviour
Marketin
g Other Buyers Buyers Buyers
Stimuli Stimuli

Characteri
stics Decision Decision
Process

Product Economic Cultural
Problem
recognition Product choice
Price
Technologic
al Social
Information
Search Brand choice
Place Political Personal Evaluation Dealer choice
Promotio
n Cultural
Psychologic
al Decision
Purchase
timing

Post
purchase
Purchase
amount
Behaviour



When I have analysed the model of buying Behaviour finding that people of
Ludhiana are influenced by the marketing stimuli (4 Ps) people are focused on
price rather than product, place and promotion, other factor which influenced
people is the technological advancement.






Cultural Social
Personal
culture
Reference
Groups Psychological
Cycle Stage Motivation
Subculture Family Economic Perception
Circumstances Learning
Life Style
Beliefs and
Attitudes
BUYER

Roles and
Statuses
Personality
and
Social Class Self Concept


Reference groups can have potent influence on behaviour in general, and they may
also be very influential on consumer behaviour, considering the Consumer Goods
Segment. Family and friends in specific are considered before making a decision
about purchasing a product. But their purchase decision depends completely on
self-opinion.

Where reference groups influence is operative, the advertiser should stress not
only the people who buy the product but also those who influenced the purchasing
decision.

The process may be viewed as starting when the consumer engages in problem
recognition. Problem recognition occurs when the consumer is activated by
awareness of a sufficient difference between his / her concept of ideal situation.


The action occurs only when the consumer perceives a sufficiently large
discrepancy between the actual and ideal states.

Given that the consumer is aroused to action, the next state is internal search for a
quick and largely unconscious review of memory for stored information and of an
experience regarding the problem. This information in the form of beliefs and
attitude influence the consumers preference towards band. If an internal search
does not provide sufficient information about Products, or how to evaluate them,
the consumer continues with a more involved external search for information.

Any information stimuli are then subjected to information processing activities.
This process involves allocating attention to available stimuli, deriving meaning
from these stimuli. The alternating evaluation phase involves comparing the
information gained in the search process for alternative product and brands to the
product judging criteria on standards the consumer has developed. When such a
comparison leads to favourable evaluations, the consumer is likely to develop a
purchase intention towards that alternative that received the most favourable
evaluation.

A purchase process follows strong purchasing intentions. This involves a series of
selection, including the type of retail outlet as well the specific brand on service to
use. The consumers purchase then leads to various outcomes. One such outcome
is satisfaction as a result of direct experience in using the brands. Satisfaction will
affect the consumers belief about the brand. Other outcome is dissatisfaction and
post sale doubt.
Many ad agencies conducted an in-depth study of consumer buying behaviour and
found that they all crave for peer acceptance and parental non-influence. Beyond
this they are an enigma


CHAPTER-4
OBJECTIVES OF THE STUDY

To study consumer buying behaviour Vardhman Textile Mills Ltd.
customer of Ludhiana.
To explain why consumer behaviour is a central topic in marketing.
Understand the psychological influences that may affect the consumer
buying decision process
To present a simple model of consumer decision-making, and, based on this,
to distinguish four basic types of consumer purchases.
Recognize the stages of the consumer buying decision process




CHAPTER-5
RESEARCH METHODOLOGY
INTRODUCTION
The research is a systematic, collection, recording and analyzing of data about the
problem relating to the marketing of goods and services, It involves the diagnosis
of information needs and the selection of relevant inter-related variables about
which valid and reliable information is gathered, recorded and analyzed.
This chapter of research methodology of report consisting of the series of steps of
research process for the study BUYING BEHAVIOR OF VARDHMAN
TEXTILE LTD. This chapter consisting of the research process in the aspect i.e.
consumer buying behavior. Along with this it explains the all of the research tools
from collection of data till analyzing of collected data.
TYPE OF RESEARCH:
The research study is descriptive in nature. Descriptive research
includes surveys and fact-finding enquiries of different kinds. The major purpose
of descriptive research is descriptive of the state of the affairs as it exists in
present.
Sample Size :
100 respondents
Sources of Data
The sources of data collection methods are as follows.

a) Primary data :-The primary data is that which details we collect first time
from the market and also used first time in the research. We also say that the


information is first time in the research decision. To collect the primary data
questionnaire is prepared structure non-disguise questionnaire is prepared.

b) Secondary data :- Secondary data are those data which are already
collected by someone for some purpose and are available for the present
study; secondary data are already collected by the companys records and
other librarys books. When the secondary data are sufficient, there searcher
has to be satisfied with the primary sources of data. Secondary data can be
used as bases for comparison with primary data have been collected by
questionnaire

ANALYSIS INSTRUMENT
After identify the variables and other factor on that basis the data is to be
analyzed it is necessary to identify the tools and instrument through which
the analysis of data is to be done and presented. So that it lead to the
meaningful and good results from the analysis. In this study, we use the
following instrument of analysis of data :-
Tables
Graphs and Charts
Ratios
Ranking
Percentage


CHAPTER-6
DATA ANALYSIS AND INTERPRETATION
TABLE 6.1 SHOWI NG THE AGE OF THE RESPONDENTS
AGE NO.OF
RESPONDENTS
PERCENTAGE
Below 20 years 25 25%
20-30 years 40 40%
30-40 years 20 20%
40 and Above 15 15%
TOTAL 100 100%

CHART 6.1 SHOWI NG THE AGE OF THE RESPONDENTS


INFERENCE-
It is inferred that the respondents are not evenly distributed on the basis of age
and a high percentage of the respondents are in the 20-30 years age group.

25
40
20
15
0
5
10
15
20
25
30
35
40
45
Below 20 years 20-30 years 30-40 years 40 and Above


TABLE 6.2 SHOWI NG THE GENDER OF THE RESPONDENTS

GENDER NO.OF
RESPONDENTS
PERCENTAGE
Male 42 42%
Female 58 58%
TOTAL 100 100%


CHART 6.2 SHOWI NG THE GENDER OF THE RESPONDENTS


I NFERENCE-
It is inferred that the survey group was not distributed evenly on the bases of
gender and there were more females as compared to males.


42
58
0
10
20
30
40
50
60
70
Male Female


TABLE 6.3 SHOWI NG THE OCCUPATI ON OF THE RESPONDENTS

OCCUPATION NO.OF
RESPONDENTS
PERCENTAGE
Student 35 35%
Professionals 15 15%
Businessmen 22 22%
Others 28 28%
TOTAL 100 100%

CHART 6.3 SHOWI NG THE OCCUPATI ON OF THE RESPONDENTS


I NFERENCE-
It is inferred that the respondents are not evenly distributed on the basis of
occupation and a high percentage of the respondents are students.


35
15
22
28
0
5
10
15
20
25
30
35
40
Student Professionals Businessmen Others


TABLE 6.4 SHOWI NG THE MONTHLY FAMI LY I NCOME OF THE
RESPONDENTS

MONTHLY FAMILY
INCOME
NO.OF
RESPONDENTS
PERCENTAGE
Below 25000 10 10%
25000-50000 42 42%
50000-75000 30 30%
75000 and Above 18 18%
TOTAL 100 100%

CHART 6.4 SHOWI NG THE MONTHLY FAMI LY I NCOME OF THE
RESPONDENTS

I NFERENCE-
It is inferred that the respondents are not evenly distributed on the basis of monthly
family income and a high percentage of the respondents have a family income
between 25000-50000.
10
42
30
18
0
5
10
15
20
25
30
35
40
45
Below 25000 25000-50000 50000-75000 75000 and Above


TABLE 6.5 SHOWI NG THE PREFERENCE OF SHOPPI NG BY THE
RESPONDENTS
FACTORS NO.OF
RESPONDENTS
PERCENTAGE
Retail stores 8 8%
Exclusive showroom 24 24%
Malls 40 40%
Exhibitions 12 12%
Discount stores 16 16%
TOTAL 100 100%

TABLE 6.5 SHOWI NG THE PREFERENCE OF SHOPPI NG BY THE
RESPONDENTS


I NFERENCE-
Thus it can be inferred that majority of the respondents prefer purchasing from
varied stores and very few of them are loyal to the specific shop.
8
24
40
12
16
0
5
10
15
20
25
30
35
40
45
Retail stores Exclusive
showroom
Malls Exhibitions Discount stores


TABLE 6.6 SHOWI NG THE BUYI NG BEHAVI OUR OF THE
RESPONDENTS
FACTORS NO.OF
RESPONDENTS
PERCENTAGE
Need 13 13%
On impulse 40 40%
During festivals 18 18%
Month end 9 9%
Special occasion 20 20%
TOTAL 100 100%

CHART 6.6 SHOWI NG THE BUYI NG BEHAVI OUR OF THE
RESPONDENTS


I NFERENCE-
Thus it can be inferred that majority of the respondent are not time bound in their
purchase and are impulsive buyers.
13
40
18
9
20
0
5
10
15
20
25
30
35
40
45
Need On impulse During festivals Month end Special
occasion


TABLE 6.7 SHOWI NG THE RESPONDENTS COMPANY WHI LE
SHOPPI NG
FACTORS NO.OF
RESPONDENTS
PERCENTAGE
Alone 20 20%
Friends 45 45%
Parents 12 12%
Spouse 8 8%
Others 15 15%
TOTAL 100 100%

CHART 6.7 SHOWI NG THE RESPONDENTS COMPANY WHI LE
SHOPPI NG

I NFERENCE-
Hence it can be inferred that a high percentage of the respondents prefer to shop
with their friends as Vardhman Textile Mills Ltd. being a store for trendy products
encourages impulsive buying.
20
45
12
8
15
0
5
10
15
20
25
30
35
40
45
50
Alone Friends Parents Spouse Others


TABLE 6.8 SHOWI NG THE PURCHASE OPI NI ON GI VEN TO THE
RESPONDENTS










CHART 6.8 SHOWI NG THE PURCHASE OPI NI ON GI VEN TO THE
RESPONDENTS

I NFERENCE-
Thus it can be inferred that friends are the most influencing group of all the groups
of people indicating this as the target market.
12
45
24
12
7
0
5
10
15
20
25
30
35
40
45
50
Own Friends Parents Spouse Others
FACTORS NO.OF
RESPONDENTS
PERCENTAGE
Own 12 12%
Friends 45 56%
Parents 24 24%
Spouse 12 12%
Others 7 7%
TOTAL 100 100%


TABLE 6.9 SHOWI NG THE CUSTOMERS EXPECTATI ONS WHI LE
SHOPPI NG
FACTORS NO.OF
RESPONDENTS
PERCENTAGE
Quality 32 32%
Price 20 20%
Variety 25 25%
Brand 15 15%
Exchange facility 8 8%
TOTAL 100 100%

CHART 6.9 SHOWI NG THE CUSTOMERS EXPECTATI ONS WHI LE
SHOPPI NG

I NFERENCE-
Thus it can be inferred that the respondents expect high level of quality while
purchasing a product and hence to satisfy them , the company should maintain high
quality standards
32
20
25
15
8
0
5
10
15
20
25
30
35
Quality Price Variety Brand Exchange
facility


TABLE 6.10 SHOWI NG THE FREQUENCY OF VI SI TS BY THE
RESPONDENTS

FACTORS NO.OF
RESPONDENTS
PERCENTAGE
Weekly once 10 10%
Once in 15 days 41 41%
Monthly 32 32%
During special events 17 17%
TOTAL 100 100%

CHART 6.10 SHOWI NG THE FREQUENCY OF VI SI TS BY THE
RESPONDENTS


I NFERENCE-
Thus it can be inferred that most of the respondents visit Vardhman Textile Mills
Ltd. on a frequent basis of 15 days hence requiring periodly updation of the stock.
10
41
32
17
0
5
10
15
20
25
30
35
40
45
Weekly once Once in 15 days Monthly During special
events


TABLE 6.11 SHOWI NG THE COMPARI SON BY THE RESPONDENTS
TOWARDS THE BRANDS ACCORDI NG TO THEI R APPEAL

FACTORS NO.OF
RESPONDENTS
PERCENTAGE
United colors of Benetton 44 44%
Provogue 8 8%
Allen solly 18 18%
Others 30 30%
TOTAL 100 100%

CHART 6.11 SHOWI NG THE COMPARI SON BY THE RESPONDENTS
TOWARDS THE BRANDS ACCORDI NG TO THEI R APPEAL


I NFERENCE-
Thus it can be inferred that a very high percentage of the respondents prefer to buy
from united colors of Benetton to any other brand.
44
8
18
30
0
5
10
15
20
25
30
35
40
45
50
United colors of
Benetton
Provogue Allen solly Others


TABLE 6.12 SHOWI NG THE SOURCES OF AWARENESS

FACTORS NO.OF
RESPONDENTS
PERCENTAGE
Advertisement 25 25%
Friends 52 52%
Family 10 10%
Others 40 40%
TOTAL 100 100%

CHART 6.12 SHOWI NG THE SOURCES OF AWARENESS



I NFERENCE-
It can be inferred that friends were the most important source of creating
awareness. Recommendation from others also played an important role in
creating awareness among the respondents
25
52
10
40
0
10
20
30
40
50
60
Advertisement Friends Family Others


TABLE 6.13.1 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
PRI CE
FACTORS NO.OF RESPONDENTS PERCENTAGE
Satisfied 12 12%
Highly satisfied 2 2%
Neutral 56 56%
Dissatisfied 30 30%
Highly dissatisfied 0 0%
TOTAL 100 100%

CHART 6.13.1 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
PRI CE

I NFERENCE-
Thus it can be inferred that majority of the respondent have neutral view about the
price range but there is large percentage of respondents who are not satisfied with
the price range offered by Vardhman Textile Mills Ltd.
12
2
56
30
0
0
10
20
30
40
50
60
Satisfied Highly satisfied Neutral Dissatisfied Highly
dissatisfied


TABLE 6.13.2 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
THE LOCATI ON
FACTORS NO.OF RESPONDENTS PERCENTAGE
Satisfied 39 39%
Highly satisfied 34 34%
Neutral 22 22%
Dissatisfied 3 3%
Highly dissatisfied 2 2%
TOTAL 100 100%

CHART 6.13.2 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
THE LOCATI ON

I NFERENCE-
Thus it can be inferred that majority of the respondents are satisfied with the
location but there is a very small percentage of respondents who are dissatisfied
regarding the location of the store.
39
34
22
3
2
0
5
10
15
20
25
30
35
40
45
Satisfied Highly satisfied Neutral Dissatisfied Highly
dissatisfied


TABLE 6.13.3 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
THE AMBI ENCE
FACTORS NO.OF RESPONDENTS PERCENTAGE
Satisfied 60 60%
Highly satisfied 18 18%
Neutral 18 18%
Dissatisfied 2 2%
Highly dissatisfied 2 2%
TOTAL 100 100%

CHART 6.13.3 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
THE AMBI ENCE

I NFERENCE-
Thus it can be inferred that majority of the respondent are satisfied with the present
interiors.

60
18 18
2 2
0
10
20
30
40
50
60
70
Satisfied Highly satisfied Neutral Dissatisfied Highly
dissatisfied


TABLE 6.13.4 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
THE QUALI TY
FACTORS NO.OF RESPONDENTS PERCENTAGE
Satisfied 50 50%
Highly satisfied 10 10%
Neutral 34 34%
Dissatisfied 6 6%
Highly dissatisfied 0 0%
TOTAL 100 100%

CHART 6.13.4 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
THE QUALI TY

I NFERENCE-
Thus it can be inferred that a very high percentage of the respondents are satisfied
with the quality of the products.


50
10
34
6
0
0
10
20
30
40
50
60
Satisfied Highly satisfied Neutral Dissatisfied Highly
dissatisfied


TABLE 6.13.5 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
THE PRODUCT RANGE

FACTORS NO.OF RESPONDENTS PERCENTAGE
Satisfied 37 37%
Highly satisfied 4 4%
Neutral 51 51%
Dissatisfied 8 8%
Highly dissatisfied 0 0%
TOTAL 100 100%

CHART 5.13.5 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
THE PRODUCT RANGE

I NFERENCE-
Thus it can be inferred that majority of the respondent have neutral view about the
product range but there is large percentage of respondent who are satisfied with the
current product range offered by Vardhman Textile Mills Ltd..
37
4
51
8
0
0
10
20
30
40
50
60
Satisfied Highly satisfied Neutral Dissatisfied Highly
dissatisfied


TABLE 6.13.6 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
THE CUSTOMER SERVI CE

TABLE 6.13.6 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
THE CUSTOMER SERVI CE

I NFERENCE-
Thus it can be inferred that majority of the respondent are satisfied with the
customer service at Vardhman Textile Mills Ltd. and very small percentage of
respondent who are dissatisfied with the current service offered at Vardhman
Textile Mills Ltd..
48
17
33
2
0
0
10
20
30
40
50
60
Satisfied Highly satisfied Neutral Dissatisfied Highly
dissatisfied
FACTORS NO.OF RESPONDENTS PERCENTAGE
Satisfied 48 48%
Highly satisfied 17 17%
Neutral 33 33%
Dissatisfied 2 2%
Highly dissatisfied 0 0%
TOTAL 100 100%


TABLE 6.13.7 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
THE DI SCOUNTS AND OFFERS
FACTORS NO.OF RESPONDENTS PERCENTAGE
Satisfied 8 8%
Highly satisfied 0 0%
Neutral 52 52%
Dissatisfied 30 30%
Highly dissatisfied 10 10%
TOTAL 100 100%

CHART 6.13.7 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
THE DI SCOUNTS AND OFFERS


I NFERENCE-
It can be inferred that majority of the respondent were dissatisfied with the various
discounts and offers offered by Vardhman Textile Mills Ltd..

8
0
52
30
10
0
10
20
30
40
50
60
Satisfied Highly satisfied Neutral Dissatisfied Highly
dissatisfied


TABLE 6.14 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
VARDHMAN TEXTI LE MI LLS LTD. SHOWROOM

FACTORS NO.OF RESPONDENTS PERCENTAGE
Excellent 30 30%
Good 62 62%
Fair 8 8%
TOTAL 100 100%

CHART 6.14 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS
VARDHMAN TEXTI LE MI LLS LTD. SHOWROOM


I NFERENCE-
Thus it can be inferred that a very high percentage of the respondents are happy
with the Vardhman Textile Mills Ltd. store in regard to product, variety, quality
etc.

30
62
8
0
10
20
30
40
50
60
70
Excellent Good Fair


TABLE 6.15 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS THE
DI SPLAY

FACTORS NO.OF RESPONDENTS PERCENTAGE
YES 61 61%
NO 32 32%
CAN'T SAY 7 7%
TOTAL 100 100%

CHART 6.15 SHOWI NG THE CUSTOMERS PERCEPTI ON TOWARDS THE
DI SPLAY


I NFERENCE-
Thus it can be inferred that a very high percentage of the respondents found the
display appealing.


61
32
7
0
10
20
30
40
50
60
70
YES NO CAN'T SAY


CHAPTER-7
FINDINGS

Based on the analysis and interpretation we have the following findings:
High percentage of the respondents is in the 20-30 years of age group.
On the bases of gender there were more females as compared to males.
Majority of the respondents who purchased from Vardhman Textile Mills Ltd.
were students.
Majority of the respondents have a monthly family income between 25000-
50000 which means that upper middle or upper class is targeted.
Most of the respondents prefer purchasing from varied stores and thus there is a
possibility of low store loyalty.
Majority of the respondents are not time bound in their purchase and are
impulsive buyers.
A high percentage of the respondents prefer to shop with their friends. It was
also seen that age plays an important role in deciding the company for
shopping.
Friends are the most influencing group of all the groups of people thus
indicating this as the target market.
It was found that most of the respondents expect a very high level of quality
from the products they purchase.
Most of the respondents visit Vardhman Textile Mills Ltd. at least once in 15
days with students being the main visitors.
As most of the respondents are young they prefer purchasing from Benetton
apart from Vardhman Textile Mills Ltd.


Friends are the most important source for creating awareness among the
respondents.
It was found that most of the respondents were satisfied with respect to
location, quality, ambience, customer service and had a neutral view regarding
price, product range and the discounts and offers provided by Vardhman Textile
Mills Ltd.. There were very few respondents who were either highly dissatisfied
or dissatisfied regarding the above.
High percentage of the respondents are happy with the overall performance of
Vardhman Textile Mills Ltd. including the display which is of a great appeal to
them.



















CHAPTER-8
LIMITATIONS OF STUDY

The project has some limitations because it is totally based on efforts of
individuals. Peoples may be careless and may not give correct answer to the
questions, because of so many reasons.

It is totally based on personal efforts of individuals.
Some of the consumers are unable to understand the questionnaire.
Language is one of the worst problem, some of the consumers are unable
to understand English.
Some consumers are not interested in filling questionnaire.



CHAPTER-9
RECOMMENDATIONS

1. As there is very low store loyalty among the respondents, Vardhman Textile
Mills Ltd. has to create a niche for itself.
2. As it is found that friends are the most influencing group for all the group of
people, Vardhman Textile Mills Ltd. should consider this as there target
market and target this group for increasing their sales.
3. As Vardhman Textile Mills Ltd. clothing and accessories is a part of ITC
group it should spend more on advertisement and sponsor corporate events
to create awareness Advertisement through radio and newspaper will help
them to create awareness to a greater extent.
4. Vardhman Textile Mills Ltd. should try and create more awareness for its
low priced products because only handful of people know about this and
most of them perceive that Vardhman Textile Mills Ltd. products are high
priced.
5. Though few people are not satisfied with the current location for various
reasons, Vardhman Textile Mills Ltd. should try and open few more
branches in some of the main area away from current location.
6. Vardhman Textile Mills Ltd. should give more discounts and offers
particularly during local festival or main festivals and should create
awareness for the same through newspaper or radio or by putting hoardings
at main places.
7. Respondents feel that Vardhman Textile Mills Ltd. has limited sets of
design. They suggest Vardhman Textile Mills Ltd. should introduce few
more sets of design and create awareness for the same through window
display.


8. Respondents prefer Vardhman Textile Mills Ltd. products in other shopping
malls. For the same they suggest Vardhman Textile Mills Ltd. to keep their
products in big shopping malls because there is a large percentage of
respondents who shop only in big shopping malls and not in any exclusive
store. So availability of products at different places will increase the sale and
create new customers.



CHAPTER-10
CONCLUSIONS

Modern marketing is consumer oriented. Market survey on consumer behavior is
very much essential for every marketer to make decisions. The purchasing power
of the consumer has also increased giving rise to his wants and needs. It is over
here that retail outlet such as Vardhman Textile Mills Ltd. has come into picture
satisfying the various consumer needs.
From the survey conducted on the consumer behavior towards Vardhman Textile
Mills Ltd. the following can be concluded:
1. A large number of customers are satisfied with the variety of the products
but according to a small percentage of customers the varieties should be
increased.
2. More than half of the respondents are happy with the quality and
availability of the products.
3. Most of the Customers are delighted with the location of the Vardhman
Textile Mills Ltd. as it is located in the midst of Bangalore city, but not all.
4. Since price is the most important factor the customers look in, Vardhman
Textile Mills Ltd. has not succeeded much in keeping up its image for value
of money, as its price has been rated neutral followed by many of its
customers being dissatisfied.
5. Most of the customers are satisfied with the present ambience and the
customer services offered by Vardhman Textile Mills Ltd..
Thus it can be concluded that Vardhman Textile Mills Ltd. has succeeded in
keeping up its image by providing variety of products, quality but needs
improvement in regard to price and offering value for money to their customers.


BIBLIOGRAPHY

Referred books-
Marketing Research Paneerselvam
Research Methodology C.R Kothari
Principles of Marketing Philip Kotler






QUESTIONNAIRE
1. Age
Below 20 years 20-30 years
30-40 40 and above

2. Gender
Male Female

3. Occupation
Student Professional
Businessmen Others

4. Monthly Income :
Below 25000 25000-50000
50000-75000 75000 and above

5. SHOWING THE PREFERENCE OF SHOPPING BY THE
RESPONDENTS
Retail Stores Exclusive showroom
Malls Exhibitions
Discount stores

7. SHOWING THE BUYING BEHAVIOUR OF THE RESPONDENTS
Need On impulse
During festivals Month end
Special occasion



8. SHOWING THE RESPONDENTS COMPANY WHILE SHOPPING
Alone Friends
Parents Spouse
Others

9. SHOWING THE PURCHASE OPINION GIVEN TO THE
RESPONDENTS
Own Friends
Parents Spouse
Others

10 SHOWING THE CUSTOMERS EXPECTATIONS WHILE
SHOPPING
Quality Price
Variety Brand
Exchange Facility

11 SHOWING THE FREQUENCY OF VISITS BY THE RESPONDENTS
Weekly one Once in 15 days
Monthly During special events

12. SHOWING THE COMPARISON BY THE RESPONDENTS
TOWARDS THE BRANDS ACCORDING TO THEIR APPEAL
United colors of Benetton Provogue
Allen solly Others




13. SHOWING THE SOURCES OF AWARENESS
Advertisement Friends
Family Others

14. SHOWING THE CUSTOMERS PERCEPTION TOWARDS PRICE
Satisfied Highly satisfied
Neutral Dissatisfied
Highly dissatisfied

15. SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE
LOCATION
Satisfied Highly satisfied
Neutral Dissatisfied
Highly dissatisfied

17. SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE
AMBIENCE
Satisfied Highly satisfied
Neutral Dissatisfied
Highly dissatisfied

18. SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE
QUALITY
Satisfied Highly satisfied
Neutral Dissatisfied
Highly dissatisfied



19. SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE
PRODUCT RANGE
Satisfied Highly satisfied
Neutral Dissatisfied
Highly dissatisfied

20. SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE
CUSTOMER SERVICE
Satisfied Highly satisfied
Neutral Dissatisfied
Highly dissatisfied

21. SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE
DISCOUNTS AND OFFERS
Satisfied Highly satisfied
Neutral Dissatisfied
Highly dissatisfied

22. SHOWING THE CUSTOMERS PERCEPTION TOWARDS
VARDHMAN TEXTILE MILLS LTD. SHOWROOM
Excellent Good
Fair

23. SHOWING THE CUSTOMERS PERCEPTION TOWARDS THE
DISPLAY
Yes No
Cant



PROJECT REPORT
ON
CONSUMER BUYING BEHAVIOUR TOWARDS
VARDHMAN TEXTILES MILLS LTD.
Submitted for the fulfillment for award of degree of
MASTERS OF BUSINESS ADMINISTRATION
Affiliated to
Punjab Technical University, Jalandhar

Submitted to: Submitted by:
Mrs. Shallu Gupta Mohammad Zahid
Head of Department MBA (4
th
Sem)
Roll No.12204580187


PTU Learning Centre-458
Gujaranwala Guru Nanak Institute of Vocational Studies,
Civil Lines, Ludhiana



ACKNOWLEDGEMENT

Any accomplishment requires the effort of many people and this work is not
different behind this successful undertaking is the blessing and guidance of many.
This formal piece of acknowledgement may not be sufficient to express my feeling
of gratitude and deep respect that have been experienced during my learning
process at Consumer Buying Behaviour. This endeavour would not have been
successful without the help and encouragement of lot of people with whom I had
good fortunate of interacting during course of journey.

My special thanks go to S. Manjit Singh Chhabra (Co-ordinator) of
G.G.N.I.V.S.

I am indebted to Mrs. Shallu Gupta for the knowledge and experience that I have
gained during course of training. Without her immaculate and intellectual
guidance, sustained efforts and friendly approach it would have been difficult to
achieve the result in short span of period. Not leaving behind the contribution of all
the staff members for sharing with us the wealth of their experience and
knowledge.



Mohammad Zahid





PREFACE

MBA is a stepping stone to management career. In order to achieve practical,
positive and concrete results, the classroom learning needs to be effectively fed to
realities of situation existing outside classroom. This is practical time for
management.

To develop healthy managerial and administrative skills in the potential managers
it is necessary that theoretical knowledge must be supplemented with exposure of
real environment. Actually it is very vital for the management and it is practical
training that the measuring of management it itself realized.

I took guidance under Mrs. Shallu Gupta and was too fortunate to get a good
exposure in this project report an attempt has been to cover aspects.



Mohammad Zahid










STUDENT DECLARATION


I hereby declare that the Project entitled Consumer Buying Behaviour
submitted for the practical fulfillment of degree of Master of Business
Administration of GGNIVS Civil Lines, Ludhiana affiliated to Punjab Technical
University Jalandhar is original work and not submitted for award of any other
degree, fellowship or other similar titled or Prize.


Mohammad Zahid
















CERTIFICATE OF ORIGINALITY

This is to certify that Mr. Mohammad Zahid, MBA student of GGNIVS-
Gujranwala Guru Nanak Institute of Vocational Studies, Civil Lines Ludhiana
successfully undertaken her final project and has successfully completed her final
project titled Consumer Buying Behaviour under my supervision. This report is
compilation and analysis of information by the student on the subject and useful
inferences have been drawn with regard to objective of the study. It further
certified that this project has not been submitted to any other university for any
other purpose.



________________ __________________
Shallu Gupta Manjit Singh Chhabra
Project Guide Co-ordinator












TABLE OF CONTENTS

Ch. No. CONTENTS PAGE NO
1. Company Profile 1-7
2. Introduction to Consumer Buying Behaviour 8-26
3. Consumer Buying Behaviour in Vardhmaan Textiles Mills
Ltd.
27-30
4. Objectives of the Study 31
5. Research Methodology 32-33
6. Data Analysis and Interpretation 34-54
7. Findings 55-56
8. Limitations of the study 57
9. Recommendations 58-59
10. Conclusion 60
Bibliography 61
Questionnaire 62-65