CHAPTER 1

INTRODUCTION

1
 CHAPTER 1
INRODUCTION

1.1 INDUSTRY PROFILE:

India is a traditional textile-producing country with textiles in general, and cotton in particular,
being major industries for the country. India is among the world’s top producers of yarns and
fabrics, and the export quality of its products is ever increasing. Textile Industry is one of the
largest and oldest industries in India. Textile Industry in India is a self-reliant and independent
industry and has great diversification and versatility.
The Indian Textile Industry has an overwhelming presence in the economic life of the country.
It is the second largest textile industry in the world after China. Apart from providing one of the
basic necessities of life i.e. cloth, the textile industry contributes about 14% to the country's
industrial output and about 17% to export earnings. After agriculture this industry provides
employment to maximum number of people in India employing 35 million people. Besides,
another 50 million people are engaged in allied activities.
Textile Industry contributes around 4% of GDP, 9% of excise collections, 18% of employment
in industrial sector, and has 16 % share in the country’s export.
The Industry contributes around 25% share in the world trade of cotton yarn. India is the largest
exporter of yarn in the international market and has a share of 25% in world cotton yarn export
market. India contributes for 12% of the world’s production of textile fibres and yarn.

Strengths of the Textile Industry:

The following are few strengths of the Indian Textile Industry:
• An Independent and self-reliant industry;
• Large and potential domestic and international market;
• Abundant Raw Material availability that helps industry to control costs and reduces the lead-
time across the operation;
• Availability of low cost and skilled manpower provides competitive advantage to industry;
• Availability of large varieties of cotton fiber and has a fast growing synthetic fiber industry;
• Promising export potential.

2
Weaknesses of the Textile Industry:
The following are the few drawbacks of the textile industry, which it has to overcome.
• The Industry is a highly fragmented Industry.
• It is highly dependent on Cotton.
• There is lower productivity in various segments.
• There is a declining in Mill Segment.
• Lack of Technological Development that affect the productivity and other activities in whole
value chain.
• Infrastructural Bottlenecks and Efficiency such as, Transaction Time at Ports and transportation
Time.
• Unfavourable labour Laws.
• Lack of Trade Membership, which restrict to tap other potential market.

3
 CHAPTER 2
COMPANY PROFILE

4
2.1 HISTORY OF COMPANY

Raymond Limited, the largest integrated manufacturer of worsted fabric in the world was
incorporated as the Raymond Woollen mill during the year 1925 in the area around Thane creek.
The company comprises in three business divisions, such as Textiles, Engineering and Aviation.
Textile division of the company has a distribution network of more than 4,000 multi-brand
outlets and over 400 exclusive retail shops in the domestic market itself. Suitings are available in
India in over 400 towns through 30,000 retailers and an exclusive chain is present in over 150
cities across India and overseas especially the products exports to over 55 countries including
USA, Canada, Europe, Japan and the Middle East. The group has three engineering divisions,
J.K. Files & Tools, J.K. Talabot Ltd. to cater to national and international markets and a
controlling interest in Ring Plus Aqua Ltd engaged in the manufacture of auto components.
Raymond Ltd. is one of the first Corporate Houses in India to launch Air Charter Services in
India and since then it has been always a way ahead for Raymond Aviation under the name of
Million Air and have a fleet of 3 helicopters and 1 executive jet for the busy corporate executive.

Lala Juggilal, Lala Kailashpat Singhania took over The Raymond Woollen Mill in the year 1944.
The Company had set up a new manufacturing activity in the year of 1950 for making
indigenous engineering files known as JK Files & Tools. This has now become the largest
facility of its kind in the world. The first exclusive Raymond Retail showroom, King's Corner,
was opened in 1958 at Ballard Estate in Bombay. During the year 1964, the company had set up
of a new Combing Division. This was followed by a phase of vertical integration, facilitating in
the processing of multi-fibres and technology improvements to make blended fabrics. Raymond
had set up a readymade garments plant at Thane in the year 1968. The readymade garments
division of Raymond has since then grown rapidly. A new manufacturing facility was set up at
Jalgaon during the year 1979 to meet the increasing demand for worsted woollen fabrics.
Vijaypat Singhania took over the reins of the company in the year 1980; he injected fresh vigour
into Raymond, transforming it into a modern, industrial conglomerate. Launched 'Park Avenue',
the premium lifestyle brand of the company in the year 1986 provides a complete wardrobe
solution to the men who like to dress well & be current on styles & fashion. Apart from the
domestic operations, the made spread its wing into abroad also, the first showroom for Raymond
was opened in Oman during the period of 1990.

In the year 1991, another new manufacturing facility was set up at Chhindwara, near Nagpur.
The Renaissance Collection made of Merino wool blended with polyester and specialty fibres
(Super 100S to Super 140S) were comes to existence since 1996 and also in the same year
Raymond's denim also introduced. The Company had commenced Air Charter Services in India
during the year 1996. Raymond had launched 'Parx' in the year 1999, a premium casual wear
brand bringing customers a range of semi-formal and casual clothes. After a year in 2000,
launched 'Be', an exclusive product line of ready-to-wear designer clothing for men and women.
Raymond had set up 'Silver Spark Apparel Ltd.' in the year 2003 for manufacturing suits and
formal trousers catering largely to export markets and also in the same year, the company had
5
acquired ColorPlus. In 2004, Super 220S fabrics ruled in market under the Chairman's
Collection. During the year 2005, the company had set up state-of-the art jeanswear facility
'Everblue Apparel Ltd.' near Bangalore and also in the same year 'Celebrations Apparel Ltd.' was
started for the manufacturing of formal shirts.

Raymond achieved a rare feat and a historical milestone with the creation of the world's finest
worsted-suiting fabrics from the finest wool ever produced in the world- The Super 230s made
up of 11.8 micron of wool. Set of Raymond's third worsted unit at Vapi in Gujarat during the
year 2006 and in the identical year launched the design studio in Italy for cutting edge design
capabilities for exports and domestic brands. Raymond had set up the world-class carded
woollen unit, Raymond Fedora Ltd, in Jalgaon and set up of Greenfield shirting unit at Kolhapur
producing high value cotton shirting as part of the company's JV with Gruppo Zambaiti. Also in
the same year of 2006, formulated J.K. Talabot Ltd, JV with MOB, France for the manufacturing
of files and rasps.

Launched kidswear brand under the name of Zapp with first store in Ahmedabad. During the
year 2006-2007, the company made joint venture with Italian apparel brand Grotto to open 60
GAS exclusive brand outlets (EBOs). The Company resolved to take its 80-year-old brand
Raymond into the branded ready-made garment segment in December 2007.

6
2.2 Company profile of Raymond

Type Public Company

Industry Textiles

Founded 1925, Thane

Headquarters Mumbai, Maharashtra India

Key people Sanjay Behl (CEO),

Gautam Singhania, Chairman & Managing Director

Revenue $ 800 million

Operating income $ 797 million

Net income $ 850 million

Total assets $ 500 million

Total equity $ 475 million

Parent Raymond Group

Website www.raymond.in

7
Raymond Ltd is largest integrated manufacturer of worsted fabric in the world based in Mumbai,
Maharashtra. It has over 60% market share in worsted suiting in India. It also the India’s biggest
woollen fabrics maker. Textile division of the company has a distribution network of more than
4,000 multi-brand outlets and over 637 exclusive retail shops in the domestic market itself.
Suitings are available in India in over 400 towns through 30,000 retailers and an exclusive chain
is present in over 150 cities across India. Its products exports to over 55 countries including US,
Canada, Europe, Japan and the Middle East. It has more than 20,000 design and colours of
suiting fabric which makes it one of largest collection of designs and colours by single company.
It was listed as India's most trusted apparel brand by The Brand Trust Report in 2015.

8
 2.3 PRODUCT OFFERINGS

Customers today the world over, are looking at one-stop shops that can fulfil all their
needs. Raymond, offer fully finished products that span various garment categories that
has been made possible by a seamless horizontal and vertical integration across divisions.
Their textile solutions encompass everything - from worsted suiting to denim and shirting. Its not
just range but volume and quality that make them the textile major that they are today. Their
plants have a capacity of 28 million meters (soon to be 31 million meters) in producing the
finest worsted fabrics and wool blends. The blends comprise of exotic fibres like Cashmere,
Mohair or Angora or blends of wool with casein and bamboo. The denim division has a capacity
of 80 million meters of specialty denims; not to mention our capabilities in producing shirting
and carded woollen fabrics. Their joint ventures with global leaders ensure that consumers have
access to world-class products.
Six states- of- the- art textile plants and four garmenting factories in India and Europe support
their design Studios in India and Italy. Being integrated suppliers of fabrics as well as garments,
Raymond offer total textile solutions to customers.

WORSTED
Raymond is the world’s largest producer of worsted suiting fabrics, commanding an over 60%
market share in India. With a capacity of 28 million meters (soon to be 31 million meters), they
are among the few companies in the world, fully integrated to manufacture worsted fabrics, wool
& wool blended fabrics. They also convert these fabrics into suits, trousers and apparels that are
exported to over 55 countries in the world; including European Union, USA, Canada, Japan and
Australia amongst others. A trendsetter and an innovator in the Indian textile market, Raymond’s
expertise has been brought to bear by our in-house research & development team. Their
innovations have become milestones in the worsted suiting industry. They mastered the craft of
producing the finest suiting in the world using super fine wool count (from 80s to 230s) and
blending the same with superfine polyester and other specialty fibers, like Cashmere, Angora,
Alpaca, Pure wool and Linen.

DENIM
Raymond UCO Denim has state of the art manufacturing facilities in Ghent (Belgium), Giurgiu
(Romania), Rockingham and Snyder (US) and Yavatmal (India). All their facilities produce
differentiated ring spun denim, specialty denim and other niche products for the global fashion
market. Raymond’s offer buyers of denim fabric, a state of the art jean wear facility to convert
fabric into high fashion garments at our jeans wear facility 'Ever Blue' near Bangalore. The unit
converts fabric to jeans wear supplying to customers the world over.

9
SHIRTINGS
Raymond and Cotonificio Honegger SPA, part of Gruppo Zambaiti have joined hands in the
form of a 50:50 JV to manufacture and market high value cotton and linen shirting. Through this
partnership, the textile majors have set up a Greenfield facility in India for manufacture of high-
value cotton shirting fabric.
The joint venture company, Raymond Zambaiti Ltd, will combine Raymond·s expertise in textile
business, low cost production, technology and distribution with Italian strengths of creativity,
style, production know-how, quality finishing and lead times. The product range will include a
wide range of fabrics and finishing including cotton apparel fabrics and high-end cotton suiting
fabric produced at our newly set up state-of-the-art vertically integrated plant in Kolhapur, India.
This facility caters to the international markets at the middle to the upper end brands and offers
custom designed shirting products to our discerning international customers, which includes
leading brands and retailers. The group is among the top three Italian high fashion cotton textile
majors in the world, supplying fabrics to premium brands across the globe.

FORMAL SHIRTS
To style the corporate world, we have set up another facility manufacturing formal shirts -
'Celebrations Apparel Ltd.', in technical collaboration with a Japanese manufacturing company-
Flex Japan Company Ltd. Powered by advanced machinery and cutting-edge infrastructure, the
facility manufactures up to 6000 shirts a day.

TAILORED CLOTHING
Raymond manufacture suits, jackets and formal trousers through Silver Spark Apparel Ltd., a
wholly owned subsidiary of Raymond Ltd...
To meet the growing needs of our domestic and international clients, their plant has the capacity
to produce 450,000 suits and jackets and 2.4 million trousers annually, a significant addition to
their existing capacities at Thane near Mumbai. They not only produce engineered (fused)
jackets but also have the capability to produce high -end half canvas jackets. This make-up offers
the complete 'tailored' with 18-20 rows of blind stitch on the lapels, guaranteeing a roll on the
lapel, which is unmatched. The jackets are hand sewn to complete the tailored look.

JEANS WEAR
State-of-the-art jeans wear facility 'Everblue Apparel Ltd.' has been set up in Dodaballapur, near
Bangalore. The plant has the capacity to turn out 3 million garments per annum with integrated
garment design, sewing and washing operations. An in-house design studio and sampling unit
compliments manufacturing capabilities. Dedicated sample washing machines ensure quick
turnaround of samples. Today, Raymond is the developing and manufacturing partner of leading
global brands. This has been made possible by the optimal use of modern technology.

10
DRESS SHIRTS
Raymond’s formal shirts have earned the reputation of being at par with the world's best. This
has been made possible through Celebrations Apparel Ltd, their new facility in Bangalore, which
has a technical collaboration with Flex Japan, one of the largest dress shirt manufacturers in
Japan. The plant has the capacity to manufacture over 1 million shirts per year.
At Raymond’s they pay special attention to operations like armhole seam with single needle
machines. They possess the capability of manufacturing complete shirts using single needle
machines. Oil free sewing machines and a dust free environment ensure spotless whites and light
colour shirts. Threads, interlinings, buttons and other embellishments are sourced from the best
suppliers across the globe to offer our customers the highest quality products. The layout of the
manufacturing line has sufficient flexibility to adapt to smaller runs and style changes. This
flexibility permits the manufacture of both fused and non-fised collars and cuffs as per our
customer requirements

Specialized machinery imported from renowned manufacturers from USA, Germany and Japan
comprise of automated spreading and cutting with an inbuilt system for matching checks and
stripes. Pocket creasing and pocket attach operations aided by SRP sewing machines make our
unit one of the best shirt making facilities in South Asia.

11
2.4 ABOUT TOPIC

The American marketing association defines a brand as a name, term, sign, symbol or design or
a combination of them intended to identify the goods or services of any one seller or group of
sellers and to differentiate them from those of competitors.

Brand is the added value endowed to a product or services. This value may be reflected as in
how consumers think, feel or act with respect to a brand as well as the prices, market share and
profitability that the brand commands from the firm.

You cannot understand consumer’s emotions, feeling, his aspirations and expectations for a
brand by reading books or theoretical knowledge, for that purpose you have to interact and
communicate with the consumer up close and personally and ask him directly or indirectly about
his perception of the brand.

In the same manner you have to approach the customers or consumers directly to understand his
experience of buying and using a product and whether he/she is satisfied with the whole process
or not. This is very important for a marketer because then he can design his marketing mix
according to the needs of the consumer.

The purpose of making this report is to understand the dynamics behind building a brand image
in the market and to understand the consumer’s perception about a particular brand. If a
consumer has a positive perception for a brand he/she will definitely go and buy it, after buying
it he/she matches his/her perceived level of satisfaction with the actual satisfaction derived. This
is how brand image are build. This report also tries to analyse customer satisfaction for a
particular brand.

Conventional market research data often depends on the subjective comments and observations
of consumers. The problem is that consumer may say one thing and intend to do another.
Consumer may say that they will recommend a product to a friend, but never do that. Consumers
may say they will try a product or service, but never follow through. The question is: How much
of this misrepresentation is on purpose?

12
That is, the information that marketers, advertisers, and publishers learn about consumers is
based on what consumers say. Consumers tell what they are thinking, feeling, and doing with
regard to brands. But consumers may not be aware of all that they are thinking and feeling about
a brand. And consumers are often not entirely truthful about what their intentions and actions
are.

It is fair to say that most of what consumers tell market researchers is reasonably close to what
they will eventually do or what they actually think. However, as neuromarketing reveals, attitude
and behaviour are not always firmly linked in the human mind.

The purpose is to identify how the brand is viewed in the market, what brand attributes are
preferred by customers, and to identify how customers competitively position products.

13
 CHAPTER: 3

RESEARCH METHODOLOGY

14
 CHAPTER -3
RESEARCH METHDOLOGY:

3.1 Research Methodology

Introduction and meaning:-

Research methodology is way to systematically solve the research problem. The research
methodology includes the various methods and techniques for conducting a researched. Salinger
and M. Stephenson in the encyclopedia of social sciences define research as “the manipulation
things, concepts or verify knowledge, whether that knowledge aids in construction of theory or
in the practice of an art”

Research is a careful investigation or inquiry especially through search for new facts in branch of
knowledge: market research specifies information. Required to address these issues: designs the
method for collecting information: manage and implements the data collecting process analyses
the results and communicates the finding and their implications

OBJECTIVES OF THE STUDY

 To understand the changing needs of the customer.

 To understand the reason behind Raymond’s success.

 To understand the consumer’s perception about the brand Raymond.

 To analyse customer satisfaction for a particular brand.

 To find out the preferences of people for different competitive brands of Raymond.

15
Scope of the Study
In this report we have analysed the brand image, brand equity and consumer satisfaction for its
products. But its advertising itself is such a complicated and complex phenomenon in itself that
there is a huge scope for researching its advertising and promotion strategy to understand despite
heavy advertising by all other competitors why Raymond have maintained its market share.

3.2 RESEARCH DESIGN:

Research design is the basic framework which provides guidelines for the rest of research
process. It specifies the methods for data collection and data analysis. Survey method is used for
collection of data, to be more specific questionnaire method.

Collection of data:
PRIMARY DATA: Primary data refers to the data that is fresh and collected for the first
time. It refers to the data collected by the researcher himself and original in character

Questionnaires: A questionnaire is a form containing set of questions which are filled by

respondent.

Observation method: Observation refer to monitoring and recording of behavioural and non-
behavioural activities and condition in a systematic manner to obtain the information about the
phenomena of interest.

SECONDARY DATA: The Secondary data, on the other hand, is those which have already
been collected by someone else and which have already been passed through statistical
processes. Secondary data is the information that already exists.
The secondary sources include Annual reports, Journals, Articles as well as magazines

SAMPLE SIZE:
100 Respondents

SAMPLING TECHNIQUES:
Convenient Sampling

TOOLS:
Bar diagram

Pie chart
16
 CHAPTER: 4

DATA ANALYSIS AND INTERPRETATION

17
 Q1. When I say suiting and shirting, which brand comes to your mind?

BRAND NO. OF RESPONDENT PERCENTAGE (%)

Raymond 38 38%

Siyaram 30 30%

Vimal 12 12%

Reid & Taylor 20 20%

Reid & Taylor

20%

Raymond
38%
Raymond
Siyaram
Vimal
Vimal
12%
Reid & Taylor

Siyaram
30%

INTERPRETATION: Pie chart shows that 38% of respondents thinks about Raymond when it
comes to suiting and shirting.

18
Q2. How many brands under Raymond are you aware of?

BRAND NO. OF RESPONDENT PERCENTAGE (%)

Parx 38 38%

Park avenue 24 24%

Color plus 16 16%

Zapp 22 22%

Zapp
22%

Parx
38%
Parx
Park avenue
Color plus
Zapp
Color plus
16%

Park avenue
24%

INTERPRETATION: Pie chart shows that 38% of respondents are aware of brand parx, 24%
of respondents are aware of park avenue, 16% of respondents are aware of color plus and 22% of
respondents are aware of zapp.

19
Q3. In terms of quality, price and affordability, out of the following which brand would you
prefer the most?

BRAND NO. OF RESPONDENT PERCENTAGE (%)

Raymond 37 37%

Siyaram 28 28%

Vimal 12 12%

Reid & Taylor 23 23%

40

35

30
No. of Respondents

25
Raymond
20 Siyaram
Vimal
15
Reid & Taylor
10

0
Brand

INTERPRETATION: The above chart shows that 37 respondent prefer Raymond, 28

respondent prefer Siyaram, 12 respondent prefer Vimal and 23 respondent prefer Reid & Taylor.
20
Q4. Does the price of Raymond’s merchandise do justice with its quality?

OPINION NO. OF RESPONDENT PERCENTAGE (%)

Yes 60 60%

No 40 40%

No
40%

Yes
No

Yes
60%

INTERPRETATION: 60% of respondents are of the opinion that yes Raymond’s merchandise
do justice with its quality while remaining 40% are not.

21
Q5. What makes you buy a Raymond product?

DETERMINANT NO. OF RESPONDENT PERCENTAGE (%)

Quality 30 30%

Trust 26 26%

Affordability 22 22%

Style 14 14%

Promotion 8 8%

35

30

25
No. of Respondents

Quality
20
Trust

15 Affordability
Style
10 Promotion

0
Determinants

INTERPRETATION: 30% of respondents buys Raymond’s product on the basis of its quality,
26% of respondents buys on the basis of trust for the brand, 22% of respondents buys on the
basis of affordability, 14% of respondents buys on the basis of style and 8% of respondents buys
on the basis of promotion.

22
Q6. How was your experience of buying a Raymond product?

EXPERIENCE NO. OF RESPONDENT PERCENTAGE (%)

Excellent 26 26%

Good 36 36%

Average 30 30%

Bad/Poor 8 8%

Bad/Poor
8%
Excellent
26%

Average
30%
Excellent
Good
Average
Bad/Poor

Good
36%

INTERPRETATION: 26% of respondents says their experience of buying a Raymond’s

product was excellent, 36% of respondents says it was good, 30% of respondents says it was
average and remaining 8% of respondents says it was bad/poor.

23
Q7. From where do you buy Raymond’s merchandise?

SOURCE NO. OF RESPONDENT PERCENTAGE (%)

Local shop owners 50 50%

The Raymond’s shop 42 42%

Exclusive brand outlets 8 8%

Exclusive brand
outlets
8%
Local shop owners
The Raymond's shop
Exclusive brand outlets

Local shop owners

50%
The Raymond's shop
42%

INTERPRETATION: The above pie chart shows that 50% of respondents buys Raymond’s
merchandise from local shop owners, 42% of respondents buys from The Raymond’s shop and
8% of respondents buys from Exclusive brand outlets.

24
Q8. How do you get to know Raymond?

SOURCE NO. OF RESPONDENT PERCENTAGE (%)

Friends 20 20%

Family 20 20%

Television advertisement 32 32%

Print media 24 24%

Local shop owner’s ad 4 4%

Local shop owner's

ad
Friends
4%
20%

Print media
24%

Friends
Family
Television advertisement
Print media
Family Local shop owner's ad
20%

Television
advertisement
32%

INTERPRETATION: 20 respondents said that they get to know about Raymond through
friends, other 20 said family, 32 respondents said television advertisement, 24 respondents said
print media and 4 respondents said local shop owner’s ad.

25
Q9. Would you suggest your friends or relatives to buy Raymond’s merchandise over other
brands?

SUGGESTION NO. OF RESPONDENT PERCENTAGE (%)

Yes 60 60%

No 40 40%

No
40%

Yes
No

Yes
60%

INTERPRETATION: The above pie chart shows that 60% of respondents are in favour to
suggest others to buy Raymond’s merchandise.

26
Q10. Is Raymond reliable as compare to its competitors?

Opinion No. of respondent Percentage (%)

Yes 64 64%

No 36 36%

No
36%

Yes
No

Yes
64%

INTERPRETATION: 64% of the respondents says yes that it is reliable as compared to the
competitors while remaining 36% says no.

27
Q11. If yes, do you think the quality of Raymond is better as compare to its competitors?

OPINION NO. OF RESPONDENT PERCENTAGE (%)

Yes 52 52%

No 48 48%

No Yes
48% Yes
No
52%

INTERPRETATION: 52% of the respondents says yes that the quality of the brand is better as
compared to the competitors while remaining 48% says no.

28
Q12. How would you rate Raymond as a brand?

RATING NO. OF RESPONDENT PERCENTAGE (%)

Excellent 22 22%

Good 58 58%

Average 18 18%

Poor 2 2%

Poor
2%
Average Excellent
18% 22%

Excellent
Good
Average
Poor

Good
58%

INTERPRETATION: 58% of respondents rated as good, 22% of respondents rated as

excellent, 18% of respondents rated as average and 2% of respondents rated as poor.

29
 CHAPTER 5

FINDING & CONCLUSION

30
5.1 FINDINGS:

1. 38% of respondents thinks about Raymond when it comes to suiting and shirting.

2. 37% of respondents prefer Raymond over other brands in terms of quality, variety and
affordability.

3. 60% of respondents feel that the price of the Raymond’s merchandise is optimum.

4. Most of the respondents are highly satisfied with quality of the product.

5. Advertisement through television is very effective among the respondents.

6. 58% of respondents rated Raymond as a good brand.

7. 50% of respondents buys Raymond’s merchandise from local shop owners.

8. 60% of respondents are in favour to suggest others to buy Raymond’s merchandise.

9. The response of majority of respondents towards other brands such as Siyaram and Reid &
Taylor is positive.

31
5.2 CONCLUSION:

The research on “CUSTOMERS RECEPTIVENESS FOR THE BRAND RAYMOND IN

DHARAMSHALA TOWN” was conducted as a part of the BBA course. During the research the
respondent’s positive response helped me to do the research effectively.

By the survey it is found that most of respondent prefer to buy Raymond’s merchandise. The
product is already well established among the population in its quality aspects and most of
respondent rated Raymond good. There is a lot of competition from other brands such as
Siyaram, Reid & Taylor etc. But company has huge number of loyal consumers.

And majority of respondent suggest others to buy Raymond’s merchandise.

However people gave positive response for other competitive brands like Siyaram and Reid &
Taylor, but still majority number of respondents preferred Raymond over other brands.

32
 CHAPTER 6
LIMITATION & SUGGESTION

33
6.1 LIMITATIONS OF THE STUDY:

Every work has its own limitation. Limitations are extent to which the process should not exceed.
Limitations of this project are:

1. The research was conducted in a very small area.

2. The time period of the research was limited.

3. The customer filled the questionnaire mostly in a careless manner, so it was difficult to
make them hold for time.

4. Respondents were very busy in their schedule. So it was very time consuming for them to
answer all the questions properly.

5. Respondents were not much aware about other brands.

34
6.2 SUGGESTIONS:

1. Company should give more importance on quality.

2. Company must introduce new variety in its products.

3. To make the buyers more loyal towards the brand, give more discounts and offers.

4. The advertisement must be made in such a way that it may cover people of all age groups.

5. The affordability of the buyers must be kept in mind and accordingly the price should be
determined.

6. Company should focus more on customer satisfaction rather than on increasing profits.

7. Company should also focus on its competitor’s strategies in order to formulate its own
strategies.

8. Company must be aware of customer’s changing taste and preferences.

35
 Bibliography

1. Books

R. Nandhagopal, K. Arul Rajan, N. Vivek, “ Research Methods In Business,” Excel

Books , 2008 , Page No. (13-21), (83-91).

2. Website

www.google.com

http://en.wikipedia.org/wiki/Raymond

http://en.wikipedia.org/wiki/research

36
 Annexure
QUESTIONNAIRE

QUESTIONNAIRE

Dear Sir/Madam,

Name: ………………………………………………………………………..
Address: ……………………………………………………………………..
Contact No: ……………………

I am a student of “GOVT. COLLEGE DHARMSHALA” presently doing a

project on “CUSTOMERS RECEPTIVENESS FOR BRAND RAYMOND IN
DHARAMSHALA TOWN”.
I request you to kindly fill the questionnaire below.

Q1. When I say suiting and shirting, which brand comes to your mind?

a) Raymond

b) Siyaram

c) Vimal

d) Reid & Taylor

37
Q2. How many brand under Raymond are you aware of?

a) Parx b) Park avenue

c) Color plus d) Zapp

Q3. In terms of quality, price and affordability, out of the following which brand would you
prefer the most?

a) Raymond b) Siyaram

c) Vimal d) Reid & Taylor

Q4. Does the price of Raymond’s merchandise do justice with its quality?

a) Yes

b) No

Q5. What makes you buy a Raymond product?

a) Quality b) Trust

c) Style d) Affordability

e) Promotion

Q6. How was your experience of buying a Raymond brand?

a) Excellent b) Good

c) Average d) Bad/Poor

38
Q7. From where do you buy Raymond’s merchandise?

a) Local shop owners b) The Raymond’s shop

c) Exclusive Brand outlets

Q8. How do you get to know Raymond?

a) Friends b) Family

c) Television advertisement d) Print Media

e) Local shop owner’s ad

Q9.Would you suggest your friends or relatives to buy Raymond’s merchandise over other
brands?

a) Yes

b) No

Q10. Is Raymond reliable as compare to its competitors?

a) Yes

b) No

39
Q11. If yes, do you think the quality of Raymond is better as compare to its competitors?

a) Yes

b) No

Q12. How would you rate Raymond as a brand?

a) Excellent b) Good

c) Average d) Poor

Date: Signature

Place:

40