CONSUMER PERCEPTION ON NON VERBAL

COMMUNICATION OF SALES PERSONS IN TEXTILES IN

COIMBATORE

PROJECT REPORT

PSG INSTITUTE OF ADVANCED STUDIES

In partial fulfilment of the requirements of University of Toledo for the

Award of the degree of Master of Business Administration

MARCH 2010

Submitted by,

SRUTHI.K.M (9UTA36)

UDAYAKUMAR (9UTA37)

VISHNU VASANTH (9UTA43)

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 ACKNOWLEDGEMENT

We express our sincere thanks to Dr. R. Nandagopal, Director, PSG Institute of

Management, for giving us this opportunity to do this project and his exquisite guidance,

support and encouragement which helped me to complete this project.

We express our thanks to Mrs Gayathri Devi, for her guidance and support in the project

work.

We wish to extend our heartfelt thanks to the coordinator of MBA – University of Toledo,

Mrs. V. Srividya.

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 CONTENTS

INTRODUCTION

OBJECTIVES

SCOPE OF THE STUDY

LIMITATIONS

ANALYSIS AND INTERPRETATION

FINDINGS

SUGGESTIONS

CONCLUSION

INTRODUCTION

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Nonverbal Communication:

“Nonverbal communication is a dynamic process that engages the mind, body and society as
intersubjective entities. Humans create symbolic meanings for; and attach them to, the
behaviours of self and others. They are influenced by the contexts of action and by master
themes in society. In inner conversations with the self, or self-talk, humans propose and enact
lines of action to fulfil the perceived demands of the situation, or the expectations of others.
In this dramaturgy of behaviour, humans learn to modify their nonverbal behaviours to meet
the demands of new situations. Human identity, achieved in interaction, is poignantly
expressed in self presentations.”

 It is omnipresent. All face-to-face interaction has a nonverbal component. It is

useful in diverse ways. That is, humans use nonverbal means to persuade or
control others, to clarify or embellish verbal expressions, or even to mislead
others. It can be used to substitute for verbal expression, as in the use of emblems.

 It is emotionally expressive. That is, people from all cultures smile, cry, and
caress or repress their emotions through body or facial action. Many emotional
expressions seem to be at least minimally shared and displayed universally.

 It exhibits both phylogenetic and ontogenetic primacy. That is, in the development
of human communication, nonverbal behavior predated the development of verbal
communication; individuals, upon birth, rely first upon nonverbal means to
express themselves.

 It has interaction primacy; even before a sentence is uttered, observers take note
of body behaviors, trying to make sense of actors' behaviors.

 It seems to be trustable. That is, people assume that nonverbal actions do not lie.
People tend to believe a nonverbal message when a verbal message contradicts it.

Types of Nonverbal Communication:

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 Scientific research on nonverbal communication and behaviour began with the 1872
publication of Charles Darwin’s The Expression of the Emotions in Man and Animals. Since
that time, there has been an abundance of research on the types, effects, and expression of
unspoken communication and behaviour. While these signals are often so subtle that we are
not consciously aware of them, research has identified several different types of nonverbal
communication.

1. Facial Expression
Facial expressions are responsible for a huge proportion of nonverbal communication.
Consider how much information can be conveyed with a smile or a frown. While nonverbal
communication and behavior can vary dramatically between cultures, the facial expressions
for happiness, sadness, anger, and fear are similar throughout the world.

2. Gestures
Deliberate movements and signals are an important way to communicate meaning without
words. Common gestures include waving, pointing, and using fingers to indicate number
amounts. Other gestures are arbitrary and related to culture.

3. Paralinguistic
Paralinguistic refers to vocal communication that is separate from actual language. This
includes factors such as tone of voice, loudness, inflection, and pitch. Consider the powerful
effect that tone of voice can have on the meaning of a sentence. When said in a strong tone of
voice, listeners might interpret approval and enthusiasm. The same words said in a hesitant
tone of voice might convey disapproval and a lack of interest.

4. Body Language and Posture

Posture and movement can also convey a great deal on information. Research on body
language has grown significantly since the 1970’s, but popular media have focused on the
over-interpretation of defensive postures, arm-crossing, and leg-crossing, especially after the
publication of Julius Fast’s book Body Language. While these nonverbal behaviours can
indicate feelings and attitudes, research suggests that body language is far more subtle and
less definitive that previously believed.

5. Proxemics
People often refer to their need for “personal space,” which is also an important type of
nonverbal communication. The amount of distance we need and the amount of space we

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perceive as belonging to us is influenced by a number of factors including social norms,
situational factors, personality characteristics, and level of familiarity

6. Eye Gaze
Looking, staring, and blinking can also be important nonverbal behaviors. When people
encounter people or things that they like, the rate of blinking increases and pupils dilate.
Looking at another person can indicate a range of emotions, including hostility, interest, and
attraction.

7. Haptics
Communicating through touch is another important nonverbal behavior. There has been a
substantial amount of research on the importance of touch in infancy and early childhood.
Harry Harlow’s classic monkey study demonstrated how the deprivation of touch and contact
impedes development. Baby monkeys raised by wire mothers experienced permanent deficits
in behavior and social interaction.

8. Appearance
Our choice of color, clothing, hairstyles, and other factors affecting appearance are also
considered a means of nonverbal communication. Research on color psychology has
demonstrated that different colors can invoke different moods. Appearance can also alter
reactions, judgment, and interpretations.

The Importance of Nonverbal Communication in Groups

• Group participants spend more time communicating nonverbally than they do
verbally.

• Nonverbal cues are the primary ways the feelings, emotions, and the social climate of
the group are expressed.

• People believe nonverbal messages more than verbal messages.

Applications of Nonverbal Communication:

Body Posture, Movement and Gestures

➢ Emblems

➢ Illustrators

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➢ Affect displays

➢ Regulators

➢ Adaptors

Deception Cues

➢ reduced eye contact

➢ increased shifts in posture

➢ more hand/shrug emblems

➢ more adaptors

➢ slower speech

➢ higher pitch in voice

➢ more deliberate pronunciation and articulation

Leadership Cues

➢ frequent gesturing

➢ shoulder and arm gestures

Persuasion Cues

➢ more animated facial expressions

➢ more gestures to emphasize their points

➢ head nods

➢ more likely to smile

➢ less fidgeting

➢ more likely to shift their postures toward others

Eye Contact

➢ cognitive--thought processes

➢ monitoring--feedback

➢ regulatory--flow of communication

➢ expressive--feelings, emotions, attitudes

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 Gender and Nonverbal Communication

➢ Men and women use and respond to nonverbal cues differently

➢ People of both sexes tend to move closer to women than to men
➢ Women tend to move closer to others than do men
➢ Men tend to use more gestures than do women
➢ Men initiate touch more often than women
➢ Women speak with less volume than men

Abstract:

Non-verbal communication consists of all the messages other than words that are used in
communication. In oral communication, these symbolic messages are transferred by means of
intonation, tone of voice, vocally produced noises, body posture, body gestures, facial
expressions or pauses. People react to the unspoken, as much (if not more) to how something
is said as to what is the explicit meaning of the words. Misunderstandings can often be
clarified if the people involved have the ability to notice and comment on the nonverbal
communications in an interaction.

This report is about the non verbal communication in textiles. It describes what common non
verbal cues are used in the mill and how these cues are interpreted at different levels within
organization?

OBJECTIVES

PRIMARY:

To know consumer perception of nonverbal communication of sales person in the

textile showrooms in Coimbatore.

SECONDARY:

➢ To know how effective communication process in textiles

➢ To know the customers are satisfied with nonverbal communication that practice in
textiles.

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➢ To learn applications of nonverbal communication
➢ To understand how effective the buyer and seller relationship in textiles.

SCOPE OF THE STUDY

➢ The study could helps to find out how many customers are satisfied with the non
verbal communication that practice in textiles
➢ This study could helps to find out how many salesperson of textiles in Coimbatore are
following effective and good approach to the customers
➢ The scope of study is restricted only to the famous textiles in Coimbatore
➢ The study can recognize the salespersons are valuable in every organisation

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 LIMITATIONS

• The survey was restricted to a sample size of 50

• Some of the respondent was reluctant to answer due to their busy schedule.

• This was conducted only for the customers who came to the textiles that we selected

• There is a possibility of bias information from the respondents

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 RESEARCH METHODOLOGY

Research methodology is a way to systematically solve the research problems. It may

be understood as a science of studying how research is done scientifically. Thus it is the
various steps that are generally adopted by a researcher in studying the research problem with
the logic behind them. It has many dimensions and methods which constitute a part of the
research and widens the scope of the research.

SOURCE OF DATA:

Primary Data:

Primary data consist of original information collected for specific purpose. The
primary data for this study was collected through a direct survey with the respondents
through a structured questionnaire.

Secondary Data:

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Secondary data consist of information that already exists somewhere, which has been
collected for specific purpose in this study. The secondary data for this study was collected
from various books and websites

DATA COLLECTION METHOD:

Data for this study was collected using Survey Method

RESEARCH INSTRUMENT

Questionnaire

A questionnaire consists of a certain number of questions printed or typed in a definite order.

A questionnaire is framed on the basis of the parameters and overall view of the objectives of
the study.

SAMPLE SIZE:

The number of sampling units selected from the population for the study was 50

TOOLS USED:

The collected data was tabulated and analyzed using Percentage analysis.

Percentage Analysis:

Percentage analysis refers to a special kind of ratio; percentages are used in making
comparison between two or more series of data percentages are used to describe the
relationships.

Percentage is calculated are follows,

= d / n * 100

Where‘d’ is the number of respondents

Where ‘n’ is the base of figure of sample group

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 ANALYSIS AND INTERPRETATION

AGE OF RESPONDENTS:

PERCENTAGE OF
RESPONDENTS
AGE NO OF RESPONDENTS

20-30 15 30%

31-40 20 40%

41-50 10 20%

51-60 5 10%

TOTAL 50 100%

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INFERENCE:

From the above tables shows that 30% respondents were below the age of 30, 40%
were below age of 40 and 10% were below the age of 50 and 20% were below the age of 60.

GENDER OF RESPONDENTS:

PERCENTAGE OF
RESPONDENTS
GENDER NO OF RESPONDENTS

MALE 38 76%

FEMALE 12 24%

TOTAL 50 100%

INFERENCE:

From the above table shows 76% of respondents were male and 24% were female
salesperson.

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PROFESSION OF RESPONDENTS:

PERCENTAGE OF
RESPONDENTS
PROFESSION NO OF RESPONDENTS

PROFESSIONAL 4 8%

BUSINESS 5 10%

STUDENT 8 16%

EMPLOYED 18 36%

HOMEMAKER 7 14%

OTHERS 8 16%

TOTAL 50 100%

INFERENCE:

From the above table shows 36% of the respondents were self employed, and 16% were
students, 16% were others and 10% were doing business, and 8% of them are home makers
and 8% were professionals.

DIRECT COMMUNICATION:

DIRECT PERCENTAGE OF
COMMUNICATION RESPONDENTS
NO OF RESPONDENTS

ALWAYS 4 8%

OFTEN 6 12%

SOMETIMES 7 14%

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 OCCASIONALLY 10 20%

NEVER 23 46%

TOTAL 50 100%

INFERENCE:

From the above table shows that 46% of the respondents were saying that salespersons never
identify their needs without direct communication. And 20% were saying occasionally and
12% of the respondents were saying that sometimes the salesperson can identify their needs.
And 8% of them were saying like the salesperson always identify their needs.

QUALITY OF SALESPERSON:

QUALITY OF PERCENTAGE OF
SALESPERSON RESPONDENTS
NO OF RESPONDENTS

PLEASANT EXPRESSION 9 18%

POSITIVE VOICE TONE 5 10%

SMILE 5 10%

HAND SHAKING 2 4%

GOOD BODY 4 8%
MOVEMENT

DRESSING STYLE 5 10%

APPEARANCE 3 6%

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 BODY MOVEMENT 5 10%

FACIAL EXPRESSION 7 14%

GESTURES & 5 10%

POSTURES

TOTAL 50 100%

INFERENCE:

From the above table shows that 18% of the respondents were ranked pleasant
expression is highly important for satisfying the customer needs, that is the important quality
that the respondents were expecting from a salesperson.14% of them were given for facial
expression.10% of the people were given positive voice tone, smile, dressing style and body
movement are highly preferred by them and the remaining 4% of the respondents are given
for hand shaking.

DISCOURAGING PURCHASE:

DISCOURAGING PERCENTAGE OF
PURCHASE RESPONDENTS
NO OF RESPONDENTS

STRONGLY AGREE 35 70%

AGREE 10 20%

DISAGREE 5 10%

STRONGLY DIAGREE 0 0%

TOTAL 50 100%

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INFERENCE:

From the above table shows 70% of the respondents were strongly agreed that poor posture
and non-energetic salespersons are discouraging their purchase activities from that particular
person or from that shop likewise, 20% were agreeing to it and 10% of the respondents were
disagreeing to that point.

DELIVERING MESSAGE TO SELLER:

DELIVERING MESSAGE PERCENTAGE OF

TO SELLER RESPONDENTS
NO OF RESPONDENTS

ALWAYS 12 24%

OFTEN 8 16%

SOMETIMES 14 28%

OCCASIONALLY 11 22%

NEVER 5 10%

TOTAL 50 100%

INFERENCE:

From the above table shows that, 28% of the respondents were saying that sometimes
their hand movements helps to deliver message to the seller.24% were saying it always helps
to pass their message, 22% were saying that it occasionally delivers the message to the
customer and 10% of them responded like hand movements never helps to deliver their
message to their customers.

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DRESSING STYLE OF SALESPERSON:

DRESSING STYLE OF PERCENTAGE OF

SALESPERSON RESPONDENTS
NO OF RESPONDENTS

STRONGLY AGREE 5 10%

AGREE 19 38%

DISAGREE 23 46%

STRONGLY DISAGREE 3 6%

TOTAL 50 100%

INFERENCE:

From the above table shows like 46% of the customers were disagreeing that the dressing
style of the the respondent will not attract the customers and at the same time 38% were
agreeing to that.10% of the customers are strongly agreeing to that and 6% of them were
strongly disagreeing to that point.

SMILE SHOW A POSITIVE APPROACH:

‘SMILE’ NO OF RESPONDENTS PERCENTAGE OF

RESPONDENTS

STRONGLY AGREE 26 52%

AGREE 21 42%

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 DISAGREE 3 6%

STRONGLY DISAGREE 0 0%

TOTAL 50 100%

INFERENCE:

From the above table shows that 52% of the respondents were strongly agreeing that
smile show a positive approach to the customer and 42% were agreeing to that, at the same
time 6% of them were disagreeing to that it will not make the customer to have a smooth or a
positive relation among them.

GENDER PREFERENCES:

PERCENTAGE OF
RESPONDENTS
GENDER PREFERENCES NO OF RESPONDENTS

ALWAYS 3 6%

OFTEN 6 12%

SOMETIMES 9 18%

OCCASIONLLY 18 36%

NEVER 14 28%

TOTAL 50 100%

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INFERENCE:

From the above table shows that 36% of the respondents will occasionally prefer same gender
salesperson when they go for their purchase. And 28% of them were saying will never prefer
same gender seller, and 18% of them were saying like they sometimes prefer it, 12% will
often prefer to it and 6% of the customers will always prefer to the same gender for their
purchase.

EYE CONTACT OF BUYER AND SELLER:

PERCENTAGE OF
RESPONDENTS
EYE CONTACT NO OF RESPONDENTS

STRONGLY AGREE 6 12%

AGREE 28 56%

DISAGREE 11 22%

STRONGLY DISAGREE 5 10%

TOTAL 50 100%

INFERENCE:

The above table shows that 56% of the respondents were agreeing that eye contact helps to
deliver and receive the message between buyer and seller it is an easy way to make their
work easily by mutual understanding. And 22% of them were disagreeing to it. And 10% of
the respondents were strongly disagreeing to that point.

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TREATING CUSTOMERS EQUALLY:

TREATING CUSTOMERS NO OF RESPONDENTS PERCENTAGE OF

EQUALLY RESPONDENTS

ALWAYS 27 54%

OFTEN 17 34%

SOMETIMES 3 6%

OCCASIONALLY 3 6%

NEVER 0 0%

TOTAL 50 100%

INFERENCE:

The above table shows that, 54% were saying that the salespersons will always treating them
equally like any other customer, and 34% of them saying that they often treat them alike. And
6% of them saying that salespersons occasionally and sometimes treat as customers equally
like any other customer.

BODY MOVEMENTS OF SALESPERSON:

BODY MOVEMENTS OF NO OF RESPONDENTS PERCENTAGE OF

SALESPERSON RESPONDENTS

STRONGLY AGREE 16 32%

AGREE 23 46%

DISAGREE 6 12%

STRONGLY DISAGREE 5 10%

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 TOTAL 50 100%

INFERENCE:

The above table shows like 46% of respondents were agreeing that the body movements of
the salesperson are an important factor to attract the customers.32% of them were strongly
agreeing to that. 12% disagrees and 10% of them were strongly disagreeing to that point.

PURCHASE ENDED IN SALES:

PERCENTAGE OF
RESPONDENTS
PURCHASE NO OF RESPONDENTS

ALWAYS 15 30%

OFTEN 13 26%

SOMETIMES 11 22%

OCCASIONALLY 9 18%

NEVER 2 4%

TOTAL 50 100%

INFERENCE:

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 The table shows like 30% of the respondents were saying that, purchase will always
end in sales. And 22% of them were saying like sometimes it will end in sales and 18% of
customers were saying its only on occasionally and 8% of the respondents were saying like it
will never end in sales.

SALESPERSON’S REACTION:

SALESPERSON’S PERCENTAGE OF
REACTION RESPONDENTS
NO OF RESPONDENTS

PLEASANTLY 12 24%

FAIR 16 32%

UNPLEASANTLY 8 16%

IMPATIENTLY 4 8%

IRRITATED 10 20%

TOTAL 50 100%

INFERENCE:

The above table shows that, 24% of the respondent were saying that sales person will
react as pleasantly when the purchase prolong for a longer time and 32% were saying it is
fair and 20% were saying like sales person will get irritated when it takes a long time.8% of
them saying like they will shows unpleasant in their work.

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SALESPERSONS IN COIMBATORE:

SALESPERSONS IN PERCENTAGE OF
COIMBATORE RESPONDENTS
NO OF RESPONDENTS

LESS THAN 20% 5 10%

20%-40% 9 18%

40%-60% 20 40%

60%-80% 14 28%

MORE THAN 80% 2 4%

TOTAL 50 100%

INFERENCE:

From the above table shows like, 40% of the customers are saying like 40-60
percentage of the sellers in textiles of Coimbatore follows effective and good approach with
the customers. and 28% of them were saying like 60-80 percentage of the customers were
following it properly. And 4% of them responded like more than 80 percentages of the sellers
were following good approach to the customers.

SATISFIED WITH NON VERBAL COMMUNICATION:

SATISFICATION NO OF RESPONDENTS PERCENTAGE OF

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 RESPONDENTS

VERY SATISFIED 9 18%

SATISFIED 27 54%

NEUTRAL 12 24%

UNSATISFIED 2 4%

VERY UNSATISFIED 0 0%

TOTAL 50 100%

INFERENCE:

` The above table shows that, 54% of the respondents are satisfied with the nonverbal
communication that practice in textiles. 24% were responded like neutral.18% of them was
very satisfied and 4% of them were unsatisfied with the non verbal communication in
textiles.

SWOT Analysis of Non verbal communication of sales person in textiles:

Strengths
• Feedback

Feedback is used very extensively in the textiles. It tells the upper staff how
the listener is responding to them, their message.

• Interaction of manager with workers

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 To function effectively as a team leader the manager must interact with the
other members successfully. Non-verbal cues, when interpreted correctly,
provide him with one means to do so

• Effective team Leadership

Some personal needs such as approval, growth, achievement, and recognition

may be met in effective teams. The extent to which these needs are met is
closely related to how perceptive the team leader and team members are to
non-verbal communication in themselves and in others on the team

• Smile-Friendly working environment

Just a simple, sincere, greeting smile that is welcoming and appealing is used
among workers, which creates a friendly environment. However, if some one
is not a "smiler," every one remains aware of his facial expression and usually
tries to avoid talking with him.

• Understanding problems

When words fail to match up with nonverbal signals, people tend to ignore
what has been said and focus instead on nonverbal expressions of moods,
thoughts, and emotions. All workers concentrate on the non verbal cues of
their fellows and can easily understand their problems.

Weaknesses
• No Questioning About Nonverbal Signals

If anyone is confuse about the next person’s nonverbal signals he will never
ask questions to clarify it.

• Less Consideration of Context

When workers are communicating with customers, they usually do not

consider the situation and the context in which the communication occurs.

• Poor Listening

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 Even the workers are nodding heads but they are not listening well. They are
habitual of saying “Yes Sir, Ok I got it.” e.t.c but do not concentrate on
listening

• Interruption, distractions

Hurdles to effective listening are never tried to remove.

SUGGESTIONS AND CONCLUSION

Non verbal communication is playing very important role in textiles. From the
labor to the top management every one communicates with a lot of symbols, gestures
and signs specifically developed for this environment. Every level of hierarchy have
specific body posture, hand shake and even smile. However this communication is
totally dependent on personal skills. There is no proper training of non verbal
communication for workers and management .Poor listening some time results in
huge misunderstandings causing delay in work but management do not take proper
actions for it. Workers never feel comfortable with top management because of lack
of interpersonal communication of management with lower grade staff.

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 Althoug textile has great reputation, it must revise it interpersonal
communication policy to facilitate its human power.

QUESTIONNAIRE ON CUSTOMER PERCEPTION ON NON VERBAL

COMMUNICATION OF SALES PERSONS IN TEXTILES IN
COIMBATORE

1) Age : ( ) 20-30 ( ) 31- 40 ( )41 50 ( ) 51-60

2) Gender: ( ) Male ( )Female

3) Profession: ( )Professional ( ) Business ( ) Student

( )Employed ( ) Homemaker ( ) If other specify,---------

4) Do you think that the salesperson can identify your needs without direct communication?

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 ( )Always ( )Often ( )Sometimes ( )Occasionally ( )Never

5)Rank the most important quality you think the salesperson should possess.(1 being first and
10 being least rank)

a)Pleasant expression ----

b)Positive voice tone ----

c) Smile ----

d) Hand shaking ----

e) Good body movement ----

f)Dressing style ----

g)Appearance ----

h)Body movement ----

i)Facial expression ----

j)Gestures & Postures ----

6) Poor posture and non-energetic salesperson discourage your purchase?

a)Strongly agree

b)Agree

c)Disagree

d)Strongly disagree

7)Do you think that your hand movements helps to deliver your message to the seller?

( )Always ( )Often ( )Sometimes ( )Occasionally ( )Never

8)The dressing style of a salesperson is an important factor to attract a customer to a clothing

retail shop?

a)Strongly agree

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 b)Agree

c)Disagree

d)Strongly disagree

9)Do you think ‘smile’ is an important factor that would show a positive approach to a
customer?

a)Strongly agree

b)Agree

c)Disagree

d)Strongly disagree

10)Do you prefer same gender sale person when you go for a purchase in clothing retail
shop?

( )Always ( )Often ( )Sometimes ( )Occasionally ( )Never

11) The eye contact helps to deliver and receive message between buyer and seller?

a)Strongly agree

b)Agree

c)Disagree

d)Strongly disagree

12) Does the salesperson treat you equally like any other customer ?

( )Always ( )Often ( )Sometimes ( )Occasionally ( )Never

13) Do you think the body movements of sales person is an important factor to attract a
customer?

a)Strongly agree

b)Agree

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 c)Disagree

d)Strongly disagree

14)Whether the purchase ended in sales or not?

( )Always ( )Often ( )Sometimes ( )Occasionaly ( )Never

15) How do the salesperson react if the purchase prolongs for a longer time?

a) Pleasantly
b) Fair
c) Unpleasantly
d) Impatiently
e) Irritated

16) From your point of view how many percentage of salsperson of textile in coimbatore are
following effective and good approach to the customers?

a)less than 20%

b)20% -40%

c)40%-60%

d)60%-80%

e)more than 80%

17)Are you satisfied with the nonverbal communication of salesperson in textile?

a)Very satisfied

b)satisfied

c)neutral

d)unsatisfied

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e)very unsatisfied

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