Table content

chapter Title
1 Introduction
1.1 Consumer behaviour
1.2 Industry Introduction
1.3 Company Introduction
1.4 Product & Service Introduction

2 2.1 Literature Review

3 3.1 Research methodology

3.2 Objective of the study
3.2 Scope of the study
3.4 Methodology of the study
3.5 Research design
3.6 Descriptive Research
3.7 Research instrument
3.8 Research area
​3.9 Questionnaire
​3.10 Population of the study
3.11 Sampling size
3.12 Sampling method
3.13 Tools for data collection
3.14 Data analysis
3.15 Limitation of the study

4 ​4.1 Data analysis & Interpretation

5 ​5.1 Findings, Suggestion & Conclusion

“A STUDY ON CONSUMER BEHAVIOUR ABOUT THE CHENNAI
SILKS WITH SPECIAL REFERENCE TO THANJAVUR CITY”

Project report submitted to

PRIST UNIVERSITY

In partial fulfillment of the requirement for the degree in

BACHELOR OF BUSINESS ADMINISTRATION

Submitted by

P. KIRUTHIKA (1701BM1045)

M. ATCHAYA (1701BM1021)

G. JAYASURYA (1701BM1015)

P. KAVITHA (1701BM1012)

R. ABIRAMI (1705BM1005)

NGWINONDEBE CHRISTELLE (1701BM1032)

Under the guidance of

E.J. PRIYANKA
Assistant Professor

PRIST SCHOOL OF BUSINESS

 PRIST UNIVERSITY
VALLAM, THANAVUR-613403

DECEMBER 2019

CHAPTER – I
CHAPTER – 1

1.1.INTRODUCTION

1.2.Consumer behaviour​ ​:-

​ he study of consumer behavior is the study of how individuals make decisions to spend
T
their available resources (time, money, effort) on consumption-related items. It includes the
study of what they buy, why they buy it, when they buy it, where they buy it, how often they buy
it, and how often they use it. Consumer behavior may be defined as the decision process and
physical activity individuals engage in when evaluating, acquiring, using, or disposing of goods
and services”.

Process of consumer behaviour :-

1.3.Objective of study :-
​ T ​ o study the customer preference about Chennai silks.
​ ​To know the benefits about the Chennai silks.
​ ​To know the customer satisfaction of the dress material in Chennai silks,
​ ​To know the occupational level of customer
​ ​To know the opinion about the prices of dress material.

1.4 Importance of consumer behaviour :-

● To understand Buying Behaviour of consumers
● To create and retain customers though online stores
● To understand the factors influencing Consumer’s buying Behaviour
● To increase the knowledge of sales person influence consumer to buy product
● To understand the consumer’s decision to dispose a product or services
● Decision regarding channels of distribution
1.5 Industry profile – Textile

The Indian textile industry is one of the largest in the world with a massive raw material and
textiles manufacturing base. Our economy is largely dependent on the textile manufacturing and
trade in addition to other major industries. About 27% of the foreign exchange earnings are on
account of export of textiles and clothing alone. The textiles and clothing sector contribute about
14% to the industrial production and 3% to the gross domestic product of the country. Around
8% of the total excise revenue collection is contributed by the textile industry. So much so, the
textile industry accounts for as large as 21% of the total employment generated in the economy.
Around 35 million people are directly employed in the textile manufacturing activities. Indirect
employment including the manpower engaged in agriculturally based raw-material production
like cotton and related trade and handling could be stated to be around another 60 million.

Market Size:

The Indian textiles industry, currently estimated at around US$ 108 billion, is expected to reach US$ 223
billion by 2021. The industry is the second largest employer after agriculture, providing employment to
over 45 million people directly and 60 million people indirectly. The Indian Textile Industry contributes

History:
India has been well known for her textile goods since very ancient times. The traditional textile
industry of India was virtually decayed during the colonial regime. However, the modern textile
industry took birth in India in the early nineteenth century when the first textile mill in the
country was established at fort gloster near Calcutta in 1818. The cotton textile industry,
however, made its real beginning in Bombay, in 1850s. The first cotton textile mill of Bombay
was established in 1854 by a Parsi cotton merchant then engaged in overseas and internal trade.
Indeed, the vast majority of the early mills were the handiwork of Parsi merchants engaged in
yarn and cloth trade at home and Chinese and African markets. The first cotton mill in
Ahmedabad, which was eventually to emerge as a rival centre to Bombay, was established in
1861. The spread of the textile industry to Ahmedabad was largely due to the Gujarati trading
class. The cotton textile industry made rapid progress in the second half of the nineteenth century
and by the end of the century there were 178 cotton textile mills; but during the year 1900 the
cotton textile industry was in bad state due to the great famine and a number of mills of Bombay
and Ahmedabad were to be closed down for long periods.

approximately 5 per cent to India’s Gross Domestic Product (GDP), and 14 per cent to overall
Index of Industrial Production (IIP).
 The Indian textile industry has the potential to reach US$ 500 billion in size according to a study
by Wazir Advisors and PCI Xylenes & Polyester. The growth implies domestic sales to rise to
US$ 315 billion from currently US$ 68 billion. At the same time, exports are implied to increase
to US$ 185 billion from approximately US$ 41 billion currently.

Top leading companies:

❖ ​ ardhman textiles.
V
❖ Arvind Mills.
❖ Bombay Dyeing.
❖ Raymond.
❖ Grasim Industries.
❖ Reliance Textiles.

Marketing strategies:

A marketing strategy serves as the base of a marketing plan. A marketing plan contains a list of
specific actions required to successfully implement a specific marketing strategy. An example of
marketing strategy is as follows: "Use a low-cost product to attract consumers. Once our
organization, via our lowcost product, has established a relationship with consumers, our
organization will sell additional, higher-margin products and services that enhance the
consumer's interaction with the low-cost product or service." Without a sound marketing
strategy, a marketing plan has no foundation. Marketing strategies serve as the fundamental
foundation of marketing plans designed to reach marketing objectives. It is important that these
objectives have measurable results. Observing how people shop, when they shop and where they
purchase from is crucial for determining future marketing strategies. In 2005, only half of the American
populace shopped online. By 2008, that number grew to 65 percent and continued to jump each
subsequent year

Road Ahead:

The future for the Indian textile industry looks promising, buoyed by both strong domestic consumption
as well as export demand. With consumerism and disposable income on the rise, the retail sector has
experienced a rapid growth in the past decade with the entry of several international players like Marks &
Spencer, Guess and Next into the Indian market. The organized apparel segment is expected to grow at a
Compound Annual Growth Rate (CAGR) of more than 13 per cent over a 10-year period
 Company Profile – The Chennai skills

Industry :​ ​ ​The Chennai Silks

Founded : ​ ​ ​1962
Founder :​ ​ ​Mr. Kulandhaivel Mudhaliar
Headquarters : ​Chennai, Tamilnadu, India
Area served : ​Southern India
Products :​ Textiles
Service : ​ ​ ​Silk sarees
Owner :​ ​ ​SCM groups
Website : ​www.scm groups.com

History:

Its founder Mr. Kulandhaivel Mudhaliyar entered the business in 1962. However its first
textile shop was started in Tirupur in 1991 as 'Kumaran silks' with his hard work, later renamed
as 'The Chennai Silks' in 2001. They also export clothes for chain stores in USA and Europe
including Decathlon, Carrefour, TESCO and Hanes.
Showrooms:

The group also owns Sree Kumaran Thangamaligai, a retail jewellery shop across the state.
The Chennai Silks has its branches in ​Ernakulum​, ​Tirupur​, ​Coimbatore
(3Stores)​, ​Erode​, ​Chennai​, ​Velachery​, ​Tiruchirappalli​, ​Madurai​, ​Karur​, ​Kochi​, ​Tirunelveli​, ​Vello
re​, ​Salem​, ​Hosur​, ​Viluppuram​, ​Kovilpatti​, ​Thanjavur​, ​Kumbakonam​, ​Thoothukudi​, ​Tiruvallur​, ​C
hittor​, ​Dindigul​, ​Hyderabad​, and ​Chrompet

Vision & Value:

At The Chennai silks, it is our unique value system that has made us what we are today.
An ethical approach to business ensures integrity in all our dealings, making us synonymous
with reliability and trustworthiness. Our core focus has always been to make sure that each
person connected with us- our vendor, employee of customer – finds our association
fulfilling as well as fruitful. As we change with the times, we will ensure that our values stay
constant, because more than

Product of the Chennai skills:

● Thirupuvanam, Kanchipuram, dharmavaram, arani pattu sarees

● Sandel wood pattu sarees
● Jangla pattu sarees
● Submukurtha pattu sarees
● Silk sarees
● Party wear dresses
● Shirting & suitings
● Chudi materials& long gali ready-mades
● Variety of T-shirts
● Children’s dhoti & jaimaikan set
●
CHAPTER – II
 CHAPTER​ - ​II
REVIEW​ ​OF​ ​LITERATURE

Review of literature is an important step in the empirical research. This will enable the researcher
to find out the research gaps where he can concentrate on for his research. The following are
some of the reviews of the studies previously undertaken by the researchers’ world over.

● Kerby (1975)​ developed a model on consumer behavior. After recognition of his need,
consumer evaluates the various available alternatives to satisfy his need. The results of
this stage is known as purposive actions.

● Duncan and Olshansky​ ​(1982)​ conducted a survey and analyze the information search
behavior of the consumers by evaluating available alternatives of information like
advertisements in internet, television and in print media. It has observed that influential
information has collected through social networks like friends and family by the
consumers.

● Bitta and Della (1988)​ observed that consumer behavior plays critical role in deciding
marketing segments and marketing strategies. They recommend that consumer behavior
is studied to demystify the factors affected by their behavior or expected.

● .​ ​Henthrone et al. (1997)​ examined the three systematic stages of decision making
process of consumers (problem recognition stage, information searching stage and final
decision for purchase stage)

● Lovelock (1999)​ emphasized on emerging advancements and challenges in services

marketing. He discusses the role of consumer in designing services, delivering and A
performing quality service to the consumers for deriving customer satisfaction. Various
threats and challenges in designing service marketing strategies have discussed with
required solutions in turbulent marketing situations.

● Chernev (2003)​ found that consumer decision making process is usually guided by
already formed preferences for a particular alternative. This means that consumers are
likely to make the choice between alternatives based on limited information search
activity and without detailed evaluation of the other alternatives. The researcher found
that many decision strategies used by consumers can change due to person, context and
task specific factor.
 ● Leslie Lazar and Schiffman (2004)​ explored that individual consumer behavior
differs a from consumer behavior as group. The family decision for a purchase decision
is entirely different from individual decision making. The research focused on family
life cycle and various needs of consumer during different life stages. The family
decision making process as a group decision making is elaborated and it is
recommended to segment the market according to family need hierarchy.

● Schiff man and Kanuk (2007)​ study on information sources related to consumer
searches regarding to their desired product or services. It has depicted in the research
findings that information search process can be categorized as internal and external
process. While internal search refers to the process where consumers rely on them
personal experiences and believe whereas external search involve wide search of
information which includes addressing the media and advertising or feedbacks from
other people.

● Kanuk and Schiff man (2009)​ highlighted the significance of role of customers in
dynamic volatile business environment. Customer has emerged as a king and success of
marketing strategies of companies on the efficiency of the managers in delivering the
promised product or services. The responsibility lies on the organizations to develop a
culture, ethics, responsibility, value and quality services should be offered to achieve
higher level of customer satisfaction. Dynamic consumer behavior is required to
analyze various factors affecting consumer
.
● Kazmi et al. (2009)​ described vital characteristics of Indian consumer’s decision
making process and importance of consumer behavior studies to gain competitive
advantages in Indian context for the marketers. The link between various life stages and
consumer decision process has established through various steps. On the basis of
categorization of life stages in the research, young buyers, women and children have
emerged as the uprising consumers groups as a part of competitive market situations.

● C. Lovelock and J. Writz (2010)​ established the relationship between consumer

behavior function and formulation of appropriate marketing strategies. The role of
service triangle, feature of services and service marketing strategies has elaborated in
depth with related to service quality model.

The above research studies elaborate various influential factors affecting consumer
behavior while making final purchase decisions. Recognition of problem, searching and
evaluation of available alternatives, past experience of products, income, gender,
influence of friends, family and other social links have emerged as major factors
affecting consumer behavior. It has observed from past researches that attitude and
buying behavior of consumers have kept in mind while formulating marketing
strategies.

CHAPTER III
 CHAPTER-3

3.1. RESEARCH METHODOLOGY

Research methodology:

Is defined as a highly intellectual human activity used in the investigation of nature and
matter and deals specifically with the manner in which data is collected, analyzed and
interpreted.

A system of models, procedures and technique used to find the result of a research
problem is called research methodology.

3.2. Objective of the study:

1. To assess the consumer attitude towards price level of Chennai silks.

2. To know the reason for purchasing in Chennai silks products.
3. To study about the opinion of consumers about quality of textile sold in Chennai silks.
4. To know the consumers opinion about the customers service in Chennai silks.

3.3. Scope of the study:

Present study was conducted among different groups of consumers according to the age
group, Occupational, status and income.

3.4. Methodology of the study:

For the purpose of condition this study both primary data and secondary data have been
collected.

a) Primary Data:
Primary Data are collected directly by “survey method”. Survey method is done through
questionnaires and face to face interviews. Separate questionnaires have been prepared
for consumers. The primary data are collected through personal interview with the
consumer and distributor of firms in Davangere.
 b) Secondary Data:
Secondary data is collected through information from different newspapers, books, internet,
industrial manual books and other publications.
As it is not possible to contact all the consumers in Davangere city. The method of satisfied
random sampling bases is adopted. The sample size conducted is limited to so
consumers. Survey is conduct through issuing of questionnaires to the consumer.
Finally analyzing the collected data are present in the statistical tools.
3.5. Research design:

The design of the research project popularly known as the “research design”. A research
design is the arrangement of conditions for collections and analysis of data in a manner that aims
to combine relevance to the research purpose with economy in procedure.

3.6. Descriptive research:

Descriptive research includes survey facts finding enquiries of different kinds. The main
characteristics has no control over the variable she can only report what has happen or what is
happening.

3.7. Research instrument:

The research instrument used as a tool for the collection of data was the questionnaire.

3.8. Research area:

The research selected in thanjavur for the research.

3.9. Questionnaire:

The questionnaire consists of 15 questions pertaining individual demographic profile to

measure customer behavior, pricing strategy, customer services etc.,

3.10. Population of the study:

All the members of the thanjavur town are treated as the population of this study.
3.11. Sampling size:

For this study we have collected 50 sample respondents from the people who came as
customers to Chennai Silks Textile at Tanjore Town, by supplying questionnaires and by
personal interview method.

3.12. Sampling method:

Convenience sampling is used for the study under this method units are selected
according to convenience of the research such as nearness easy availability of data.

3.13. Tools for data collection:

The tool used in questionnaire construction is an art. Questionnaires are used primarily
status of current practice & in conducting opinion tools & surveying attitude. Questionnaire is
schedule to be filled up information rather by the research.

3.14. Data analysis:

The data has been analyzed by using appropriate statistical techniques such as
percentage.

The research prepared the master table for the collected primary data. Then they used
tabulation, percentage analysis and statistical procedure to interpret the collected primary data.
By this way the search design was framed to collect the primary data.

Percentage of respondents = No. of respondents/ Total respondents x 100

3.15. Limitations of the study:

1) This is study is carried out under time constraint. So, time was the biggest limitation
due to this we have drawn our inference with whatever little response we could get.
2) The study was subjected to respondent bias.
3) Due to time constraints the sample size was restricted to only 50 respondents.
CHAPTER - V
 CHAPTER - V
FINDINGS, SUGGESTIONS AND CONCLUSION

5.1 FINDINGS

1. It is found that most of the respondents are regular customer of Chennai silks
2. It is assessed that youngsters are more interested in buying textile item from Chennai
silks.
3. It is found that income level of respondents were between 10000-20000 per month.
4. It is assessed that some customers are not regular customers of Chennai silks because
of the high price.
5. It is found that quality, varieties and designs and customer services are very excellent
in Chennai silks.

5.2 SUGGESTIONS

1. It is advised that if the prices of the textile are reduced. The sales volume can be
further increase.
2. Delay in billing section should be avoided.
3. The quality should be further improved.
4. The salesman in Chennai silks should show varieties of material without hesitation
5. The Chennai silks can arrange some refreshment to satisfy the customers’ needs

5.3 ​CONCLUSION
Consumer is a complex entity, so consumer behaviour research studies are gaining
importance today the consumer behaviour process is being studied for various angles,
comprising of psychology, social psychology, cultural anthropology and economics.
However, this is going to be continuous process and can only conclude by saying that with
most of the firms involved in such intensive probing into the complex consumer behaviour,
probably.
Questionnaire on consumer behaviour of Chennai silks

Dear sir/ Madam,

We are conducting survey about “Consumer behaviour of Chennai silks”. This study helps
us to understand the types of consumer behaviour in Chennai silks. I kindly request you to fill up
this questionnaire

Personal details:
1) Name:-
2) Age
a) Less than 20 b) 20-30
c) 30-40 d) 40-50
3) Gender
a) Male b) Female

4) Occupation
a) Students b) Profession

c) Housewife d) Business
5) Monthly income
a) Below Rs.5000 b) Rs.5000 – Rs.10000

c) Rs.10000 – Rs.15000 d) Above Rs.15000

6) Have you heard about the Chennai silks Products?
a) Yes b) No
7) If yes how ?
a) Friends b) Advertisement c) News Paper
8) What factors do you consider while purchasing in Chennai silks?
 a) Price b) Durability c) Dealer Reputation
d) Quality e) Manufactures Reputation

9) Since how long are using Chennai silks?

a) One year b) Less than 5 years
c) 5-10Years d) Any other Specify
10) Which type of Chennai silks products have you purchased?
a) Sarees b) Chudithars c) T-Shirts
d) Party-wear
11) What is your opinion about Chennai silks Products price?
a) Low b) Reasonable c) Expensive
12) What is your opinion about the appearance of Chennai silks products?
a) Excellent b) Slightly satisfactory
c) Satisfactory d) Not Satisfactory

13) Have you recommended other to use Chennai silks products?

a) Yes b) No

14) Have you come across any complaints of Chennai silks Products?

a) Yes b) No

15) Do you like to offer any suggestion to Chennai silks further improvements ?
a) Yes b) No
If yes, please specify ____________________________________________
_____________________________________________________________
Thanking you,

Date:
Place: Thanjavur
 Signature of the
Respondent
Thanking for you Kind co-operation
 BIBLIOGRAPHY

SI.NO Title of the book Name of the Author

1 Consumer Behaviour “Schiffman Leon G.”
2 Marketing management “Prof. Philip Kotler”
3 Research methodology “Kothari C.R.”

Magazines:
❖ Business world

Portals/Websites:

​www.scribd.com
​www.google.com
​www.thechennaisilks.com

Others:

Documents of Chennai silks

References of consumers