Asarudeen Full Report

A STUDY ON CONSUMER DECISION MAKING IN SREE LAKSHIMI ORGANIC
COTTON INDUSTRY AT KARUR
CHAPTER I
INTRODUCTION
INTRODUCTION
Sree lakshimi organic cotton industry is one of the largest industries in the cotton industry of
global market. Being the leader in product and process technologies in the manufacturing
sector, it has been recognized as one of the drivers of economic growth. During the last few
decades, well directed efforts have been made to provide a new look to the automobile policy
for realizing the sector's full potential for the economy. The liberalization policies have led to
continuous increase in competition which has ultimately resulted in modernization in line
with the global standards as well as in substantial cut in prices. Aggressive marketing by the
auto finance companies have also played a significant role in boosting textiles demand,
especially from the population in the middle income group..These aggressive marketing
strategies have resulted in making the consumer the major key for success in the industry.
Each product offering is now designed to meet and exceed the expectations of the consumer.
But understanding consumer behaviour and knowing consumers is never simple. And it is
more difficult that to understand what a consumer perceives about the product. 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 minds at the last moment
MARKET.
The term market may be considered as a convenient meeting place where buyers and sellers
gather together for the exchange of goods and services. Market means a group of people
having unmet wants, purchasing power to make their demand effective and the will to spend
Their income to those wants. Today a market is equated with the total demand. The
American marketing association defines a market, as the aggregate demand of potential
buyers for a product or service. Under, a marketer wants to create or capture and retain the
marketwise. Customer demand through an appropriate marketing mix offered to a target
market. The market offering i.e. supply must meet customer demand, which are unmet needs
and desires.
Marketing
Marketing is a comprehensive term and it includes all resources and set of activities
necessary to direct and facilitate the flow of goods and services form the producer to the
consumer through the process of distribution. Businessmen regards marketing as
a management function to plan promote and deliver products to the clients or customers.
Human efforts, finance and management constitute the primary resources in marketing. We
have twin activities, which are most significant in marketing:
Matching the product with demand i.e. customer needs and desires or the target
market.
The transfer of ownership and possession at every stage in the flow of goods from the
primary producer to the ultimate consumer.
The American marketing association defines marketing as the process of planning and
executing the conception, pricing, promotion and distribution of ideas, goods and
services to create exchanges that satisfy individual and organizational objectives.
MARKETING MANAGEMENT
Marketing management represents an important functional area of business management
efforts for the flow of goods and services from the producer to the consumers. It looks after
the marketing system of. It has to plan and develop the product on the basis of known
customer demand
Marketing management may be defined as, a process of management of marketing programs
for accomplishing organizational goals and objectives. Marketing management has to build
up appropriate marketing plan or marketing mix to fulfill the set goals of the business. It has
to formulate sound marketing policies and programs. It looks after their implementation and
control. It has to implement marketing strategies, programs and campaigns. It must evaluate
the effectiveness of each part of marketing mix and introduce necessary modifications to
remove discrepancies in the actual execution of plans, policies, strategies, procedures and
programs.
Marketing Mix
Marketing mix is the set of marketing tools the firm uses to pursue its marketing objectives in
the target market. There are four elements or variables that make a marketing mix, they are:
1. Decisions on product or service
2. Decisions on promotion
3. Decisions on price4. Decisions on distribution.
4. The four ingredients are closely interrelated. Under the systems approach the decision
in on area affects action in the other.
5. Marketing mix decisions constitute a large part of marketing management.
6. According to Philip Kotler the term marketing mix is, the set of controllable
variables that the firm can use to influence the buyers response.
7. In then simplest manner, the basic marketing mix is the blending of four inputs or sub
mixes, which form the core of the marketing system.
Product mix
Decision refers to decisions on product variety, quality, design, features, brand image,
packaging, sizes, services, warranties and returns.
Price mix
decision refers to decisions on the product list price, discounts, allowances, and payment
period and credit terms available.
Place mix
decision refers to decisions on the channels, coverage, assortments, locations ,inventory and
transport of the market offering.
Promotion mix
decisions refer to decisions on the products advertising ,sales promotion, sales force,
public relations and direct marketing .Together they form the four Ps of marketing.
Marketing Planning
A marketing plan lies down in writing the marketing objectives, programs and policies to be
adopted to achieve the set marketing objectives. Even before an integrated marketing plan is
prepared the company shall prepare functional plan for each component of marketing mix. To
have a sound marketing plan, every operation is to be examined and the problems are to be
identified. The overall marketing plan should be linked to the distribution channel of the
company to have effective marketing operations. The marketing planning covers the
preparation of functional plans, integration of this plan and the preparation of master
marketing plan to serve the objective of the organization Marketing planning is bound to get
a better hold of environmental factor.
Marketing Research
Marketing research is the systematic gathering, recording and analyzing of the data about
problems connected to the marketing of goods and services i.e. problems relating to product
,price, promotion and distribution of the 4ps of the marketing mix. Marketing research is
concerned with all those factors, which have a direct impact upon the marketing of products
and services. Marketing research has grown along with the expanded role of marketing as the
focus for the business decision-making.
NEED OF MARKETING RESEARCH
Marketing research is conducted for different purposes. They are:
To estimate the potential market for a new product
To know the reactions of consumers to a product already existing inthe market.
To find out the general marketing condition and tendencies
To know the types of consumer buying and their buying motives
To know the reactions of failure of a product already in the market.
To assess the strength and weakness of competitors.
Consumer
A person who purchase or has the capacity to purchase the goods of service often for sale by
the marketing firm in order to satisfy personal need and desires.
Perception
Perception is the sensing of stimuli external to the individual organism the act or process
of comprehending the world in which the individual exists. Perception has been defined by
social psychologists as the Complex process by which people select organize and interpret
sensory stimulation in to a meaning ful and coherent Picture of the work.
Attitude
Social psychologist defined attitude as an emotionalized predis position to respond positively
or negatively to an object. Predisposition can be thought of as categories of meaning stored in
the memory of a person and are based on previous experience. Predisposing the person
tohave in specific manner towards a certain objects in the environment.
Brand
A brand is a name, term, symbol, design or a combination of them which is intended to
identify the goods or services of one seller or group of sellers and to differentiate them from
those of competitors.
Consumer Behavior
The term consumer behavior can be defined, as, the behaviour that the consumer display in
searching for, purchasing, using and evaluating products, services and ideas, which they
expect, will satisfy their needs .The study of consumer behavior enables marketers to
understand and predict consumer behavior in the market place; it also promotes
understanding of the role that consumption plays in the lives of individuals. Consumer
behavior refers to all psychological social and physical behavior of potential consumers as
they become aware of, evaluate, purchase and consume and tell others about products and
services. It is the pattern of response of buyers to marketing offer of a firm. It refers to the
process as how consumers make their purchase decisions. It is concerned with what, why,
how much, when and from whom buyers make their purchases of goods and services.
Model of consumer behavior
The starting point of understanding consumer behavior is the stimulus-response model.
Marketing and environmental stimuli enter the buyers consciousness. The buyers
characteristics and decision process 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 buyers purchase decisions.
7Os of Consumer Behavior
Occupants . Are the one who are the creator of the market than an industry to its
vertical growth through their marketing efforts and creative marketing strategy by generating
need in consumers mind. Objects . Can be defined as goods or services offered to the market
which can be accepted in the market and sold. Objectives . Why does the market buy, its
creating and generating need in customers mind by analyzing consumer behavior and
influences or the driving force to buy. Organizations . Is the one which participates In the
market to satisfy consumers needs and wants by producing goods and services .Operations .
How does the market buy a particular goods and services that consists marketing mix and
strategies to serve the market. Occasions . Is one of the important factor in influencing
consumers purchasing behavior as there are some products which are bought occasionally
OBJECTIVE OF THE STUDY
To identify the various factor influencing the purchase decision of consumer when
buying a motorcycle and to determine the relative importance of these factors.
To find out the most effective media influencing the purchase behaviour of cotton
buyers.
To study the post purchase behavior of the owner of cotton industry
To determine the popularity of various brands available in the market
REVIEW OF LITERATURE
(Eric D. Beinhocker D. F., 2007). This growth is multidimensional. The first dimension is
the increase in the spending power. The second dimension is growth in spending pattern shift
from nondiscretionary to discretionary spending. The third dimension is growth in the shift of
this spending from informal economy with individual traders to formal economy with
organized businesses.
The fourth is growth in number of first time buyers. The fifth is growth in the shift of
consumers from most scattered hard to access rural markets to most accessible and
concentrated urban markets. And above all the most important dimension is the sensitivity of
the modern consumers with modest incomes and changing demands.
The consciousness of this vulnerable consumer is outcome of the socialization process. The
socialization is outcome of exposure to various environmental stimuli. The environmental
and marketing stimuli enter the consumers consciousness.
(Phillip Kotler, 2007) This consciousness gives birth to a set of psychological processes that
gets combined with certain consumer characteristics to result in decision processes and
purchase decisions. The most important environment for marketers is economic environment
of the market. Choice is the most fundamental problem of life in economic environment.
(Seth, 1961) The choices can be divided into two parts viz. economic choices and non
economic choices. The economic choices are no doubt very important but that does not mean
non economic choices are worthless. For example an economic choice of spending more time
in office is an important choice but that does not mean spending time with children although
non economic choice but not worthless.
An economic choice may also be called as economic decision. An individual living in

modern economy has to take several decisions daily mostly economic in nature. Every
economic decision involves a decision between alternatives; the basic reason for this being
the scarcity of means and multiplicity of ends. Resources are scarce but the ends to which
they can be put are numerous.
The economic decisions are divided into three types; i) Private Decisions, ii) Business
Decisions, and iii) Community Decisions (Seth, 1961).
The private decisions vary according to the tastes, habits and personality of the individuals.
The business decisions which are made by 72 business firms mostly vary according to the
business objectives considerations, subjective elements in the businessmens mind and the
business environment.
The community decisions which are made largely by the representatives of the community
are influenced by mostly the availability of resources and urgency at the ends.
The marketing stimulus consists of the various offers made by marketers to the consumers.
The consumer market dynamics depends largely on the behavior of customers. Hence the
marketers always keep on tracking the ultimate behavior on which the marketing programme
should focus.
(David A. Aaker, 1992) An increase in the product usage can occur basically from three types
of sources: (1) From new customers attracted to the brand for the first time, (2) by increasing
the loyalty of existing customers, and (3) by inducing the existing customers to use more of
the product class, either by increased usage or in new situation. These three types of sources
can be termed as segments. The marketer tries to communicate to the market while making
offers to increase the usage of the product in offer. It is not possible for the marketer to
satisfy the needs of all customers in large, broad or diverse markets.
(Phillip Kotler, 2007) Consumers needs vary on many dimensions and often can be grouped
according to one or more characteristics. The marketer needs to understand which market
segments it can serve effectively. Through this understanding the marketer builds on an
effective marketing strategy suitable to each segment. The marketers of twenty first century
are facing a challenge of finding a suitable consumer market. In such fast changing and
increasing market the marketers have to be superb segmenters to survive and thrive.
(Weinstein A. , 2004) Offering only good quality of goods and services do not ensure that the
marketer get customers from all over the world, it has become very essential now days to
offer specifically to specific market. The business strategy can be called as sound only when
it is based on segmentation.
Segmentation is the process (Weinstein A. , 2004) of partitioning the market into groups of
potential customers with similar needs / characteristics who are likely to exhibit similar
purchase behavior. The American and International companies are using segmentation as a
key marketing planning tool and the foundation for effective strategy formulation. The word
market segmentation was 73 not coined until the later part of 1950.
(David A. Aaker, 1992) Since then however it has had a major impact on marketing and
advertising theory and practice. It is based on the observation that all potential customers are
not identical and that a firm should either develop different marketing programmes for
different subgroups of the society or develop a single tailored programme for just a single
subgroup. The four basic criteria for market segmentation as depicted by segmentation
scholars (Paul E. Green, 1978)
Dr Trenton Milner brings a rich practitioner background to his academic research, having
held positions with Goldman Sachs in London, and the Bank of New York. He obtained his
doctoral degree from Royal Melbourne Institute of Technology and his specific research
interests lie in how a better understanding of consumer behaviour can improve marketing
strategy. Particular areas of focus include consumer decision making, financial services
marketing as well as the impact of latent needs and innovation (entrepreneurialism) on
general business strategy.
Dr Milner is currently a Lecturer at the Sydney Business School, Australia. Dr Daniela

Rosenstreich is a senior lecturer in Marketing at Swinburne University of Technology,
Melbourne, Australia. She gained her PhD from the University of Otago in New Zealand,
with an exploration of conceptual models of service quality. Prior to entering academia Dr
Rosenstreich spent a decade managing service units in higher education and local government
contexts. Her current research focuses on consumer behavior in service contexts.
RESEARCH METHODOLOGY
This project is prepared with the help of theoretical knowledge as well as practical knowledge
of a crumb of advises suggestions from the concerned professors. As far
as practical is concerned, all the information about the companies information available onint
ernet. The theoretical pert taken from the various books magazines available on this subject.
And other recent happing in marketing is taken from magazines news paper. Overall this
mission has been completed with the combination of all those things it had been with the best
of my facts information
Research methodology refers to search for knowledge. Redman and 1ory define research as a
"systematized effort to gain new knowledge. research is an academic activity and such the
term should be used in technical sense. According to lifford &oody, research comprises
defining and redefining problem, formulating hypothesis or suggested solutions collecting,
organizing and evaluating data making deductions and research conclusions and at last
carefully testing the conclusions to determine whether they fit the formulating hypothesis.
Research is thus an original contribution to the existing stock of knowledge making for its
advertisement. 0t is pursuit of truth with the help of study, observation, comparison and
experiment. 0n short the search for knowledge through ob7ective and systematic method of
finding solution to problem is research
RESEARCH DESIGN
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the Research purpose with economy in
procedure.0n fact the Research design is the conceptual structure within which Research is
conducted it constitutes the blueprint for the collection measurement and analysis of data.0t
must be able to define clearly what they want to measure and must find adequate methods for
measuring it along with a clear cut definition of population wants to study. since the aim is to
obtain complete and accurate information in these studies, the procedure to be used must be
carefully planned. The research design must make enough provision for protection against
bias and must maximize reliability with due concern for the economical completion of the
search study descriptive research is adopted for this study. 0t includes surveys and fact
finding enquires of different kinds. The May or purpose of descriptive research is description
of the state affairs as it exists at present. The main characteristic of this method is that the
researcher has no control over the variables. (e can only report what has happened or what
happened .
SAMPLING DESIGN
A sample design is a definite plan for obtaining a sample from the sampling frame, it refers to
the technique or procedure the researcher would adopt in selecting some sampling units
from which interferences about the population is drawn. Sampling type used is simple
Random sampling technique.
POPULATION AND SAMPLE SIZE

A decision has to be taken concerning sampling unit before selecting sample. The population
for this study includes the employees from) SREE LAKSHIMI ORGANIC COTTON
INDUSTRY AT KARUR. But employees were undertaken for the study
DATA COLLECTION
For achieving the specific objectives of this study, data were gathered from both primary and
secondary sources.'
PRIMARY SOURCES:
1. Direct conversation with the employees.

2. Employees opinion towards recruitment and selection procedure of the company.
SECONDARY SOURCES:
Various records of the company.

Different Types of system information.
DIFFERENT newsletters
QUESTIONNARIE DESIGN:
Structured Undisguised questionnaire was used in the study for the purpose of data collection
.Both close-end and open-end questions are used in this questionnaire because the statement
of alternatives in the close end questions allows the respondent in recalling and formulating
the answer and in the open end questions the respondents has got the freedom to express his
views in his own words pertaining to any aspect of the issue raise
LIMITATIONS:
The results could not be applied widely without making appropriate changes for
cultural and regional expectations since the study was conducted in limited area.
The period within which the study was completed is also very small .The accuracy of
the results is limited because of very small sample size.
The money and other resources at the disposal of the researcher were limited and a
detailed study was not possible.
SCOPE OF THE STUDY
The study could be used in designing the motorcycles to the expectations of

consumers.
The study could throw a light on the success of present day advertisements for cotton
industry.
The study could help to know how much money the consumers could spend for their
cotton industry
CHAPTER SCHEME
Chapter i deal with the introduction, review of literature and research methodology
Chapter ii deals with the company & industry profile
Chapter iii deals with the data analysis and interpretation
Chapter iv deals with the finding, suggestion and conclusion
CHAPTER II
COMPANY PROFILE AND INDUSTRY PROFILE
SREE LAKSHIMI ORGANIC COTTON INDUSTRY
INTRODUCTION OF ORGANIZATION
COMPANY PROFILE:
We established the creative boutique in 2005 and combined fashion, textile and graphic
design backgrounds to produce comprehensive design outcomes, rich with edgy
originality, beauty and distinction. We a are a Sydney based design trio of print and fabric
surface treatment specialists, whose primary focus is to deliver original, exclusive and
bespoke designs for a broad range of visual applications, particularly textiles. We are
committed to uncovering and servicing clients needs while promoting environmental
sustainability and Australian based production in an inspiring and creative way. We also have
a design library, seasonally updated with a range of original artwork that is available for
purchase on an exclusive basis for use in fashion, interiors and lifestyle product design.
We provide our clients with the textile concept as artwork [99% illustrator files] and leave
the production up to our clients discretion. We provide technical services also in making the
files production ready if suppliers need this. We forecast trends, color and pursue original
concepts with stylistic diversity to produce hand-worked and computer generated Croquis.
These include for fabric and other surfaces. We also do a lot of custom design development
as well as our seasonal collection.
Contact Information:
Company Name: SREE LAKSHMI ORGANIC

COTTONTEXTILES
Address : No:135,kovai bypass road,
Karur- 639 001.
Tamil Nadu
India
Contact Number : 919095341966
Line of Business:
Parent Line of Business and Top Line of Business has been extracted from National
Industrial Classification code Sree Lakshmi Organic CottonGarments. If company has
registered business with incorrect code or has changed the line of business without informing
ROC, provided information will be incorrect. We take no warranties about accuracy of these
classifications. Sree Sree Lakshmi Organic CottonTextiles Pvt Ltd. is the principle
supplier to Sree Garments, fulfilling their total yarn requirements. Established in 2005,
SSMT sources cotton domestically and from reputable African growers, Using State-of-the-
art machinery, the raw material is woven into the finest quality cotton yarn. Efficient
inventory management systems are in place to ensure a continuous.
The cotton is purchased in Sree Lakshmi Organic Cotton& Africa and processed step by step
through these highly sophisticated machineries to ensure the best quality yarn. Efficient
management of inventory ensures uninterrupted production process for the
company. ShriSree Lakshmi Organic CottonTextiles Pvt Ltd is the least carbon emitting
spinning mill in Sree Lakshmi Organic Cottonas declared by ETI. It is also certified by FLO
Fair Trade, CMIA, Organic Cotton and Oeko-Tex Certifications. The knitting plant is
equipped with hi-tech machines capable of producing a wide variety of knit finishes and
structures. Jacquard, Flat and Circular machines provide a diverse range of garments in
Jersey, Rib and Fleece. A continuous programmed of research and development ensures that
the knitting unit has the capability required to meet the latest fashion trends.
Sree Lakshmi Organic Cotton Spinners Private Limited Profile:

Corporate Identification Number : U17111TZ2005PTC012112
Company Name: SHRI SREE LAKSHMI ORGANIC
COTTONTEXTILES
Company Status: Active
ROC: ROC-Coimbatore
Registration Number: 12112
Company Category: Company limited by Shares
Company Sub Category: Non-govt company
Class of Company: Private

Date of Incorporation: 01 September 2005
Age of Company: 10 years, 8 month
Activity: Spinning, weaving and finishing
Company Founder T.Manivannan
Managing Director A.Meenatchi
Total Employees 450
About Sree Lakshmi Organic CottonTextile:
Sree Lakshmi Organic CottonTextile Company LTD though a relatively new

venture, has made remarkable progress in spinning quality yarn. SREE LAKSHMI
ORGANIC COTTON has an huge production capability, productivity and a committed team
of skilled workers and efficient staff numbering approximately 1000. Under the guidance of
its promoter, Shri Ramesh Kumar Tibrewal, who personify the true spirit of enterprise, SREE
LAKSHMI ORGANIC COTTONhas established a distinct identity in the textile market
within a decade of its existence. SREE LAKSHMI ORGANIC COTTONhas a unique
inspirational work culture. SREE LAKSHMI ORGANIC COTTONrests on strong ethical
and moral foundations, relying on the deeds of wisdom propagated by Swami Vivekananda,
Mahatma Gandhi, and Rabindranath Tagore and our Former President, His Excellency Dr.
A.P.J. Abdul Kalam.
With strong business acumen, successfully demonstrated by its Promoter, the

company has progressed steadily from dealing in cotton waste to the position of eminence it
holds in manufacture of Superior Quality yarn. The location has been chosen to promote
employment generation in the interior and rural areas of Coimbatore district. SREE
LAKSHMI ORGANIC COTTONcommitments are not purely business centric. It
encompasses a wider societal obligation. The promoter have chosen, Karuvalur,
Karumathampatti, near Coimbatore, as the plant location. The small underdeveloped village
has been chosen to promote a social cause of, Enabling Progress through Enterprise.
Further, the plant location meets the business requirements. The plant is close to major
consumption centres like Tirupur, Somanur, Palladam, Karur, Madurai, and Erode, thereby
promising enormous scope for expansion of the company. At SREE LAKSHMI ORGANIC
COTTONGARMENTS, learning and sharing of knowledge becomes an integral part of its
work culture. This unique work culture has been able to spin the work force together. Swami
Vivekananda words of wisdom form the back bone of the entire workforce at SREE
LAKSHMI ORGANIC COTTONGARMENTS, spinning its success story without any major
hiccups.
INTRODUCTION ABOUT TEXTILES INDUSTRIES
Definition for Textile:
Pertaining of weaving or to wove fabrics; as textile arts; woven, capable of being woven; formed by weaving;
as textile fabric
Descriptive of textiles as defined of the raw materials, process, machinery, building, craft, technology,
personnel used in, and the organizations and activities connected with their manufacture. A Latin word
originated from texere, it means to weave. Any cloth or fabric made by weaving or knitting.
Introduction:
The textile industry occupies a unique place in our country. One of the earliest to come into
existence in Sree Lakshmi Organic CottonGarments. It accounts for 14% of the total Industrial
production, contributes to nearly 30% of the total exports and is the second largest
employment generator after agriculture.The Sree Lakshmi Organic CottonGarmentsn 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
contributes 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
agricultural based raw-material production like cotton and related trade and handling could be
stated to be around another 60 million.
Sree Lakshmi Organic CottonGarmentsn Textile Industry:

Textile is one of the Sree Lakshmi Organic CottonGarmentss largest industries
after agriculture. It provides direct employment to about 350 lacks people.Besides this, there
are a large number of ancillary industries, which are dependent upon this sector such as
manufacturing various machines, accessories, stores, ancillary item and chemicals. Known
globally for its skilland craftsmanship, the Sree Lakshmi Organic CottonGarmentsn textile
industry from soaring to the height it iscapable, but this is expected to change post January
2005, as the quota are striation have been removed.
Textiles covers the following sub-segment: -
1) Synthetic fiber/filamentprocessing vise, drawing, texturizing, twisting etc.
2) Yarn: spinning cotton &blends on rotors and ring frames.
3) Weaving/Knitting, Processing and Distribution.
The Sree Lakshmi Organic CottonGarmentsn textile industry is large and divers, unique
for its coverage of the entire gamut of activities ranging from production of raw material
to providing the consumers high value added products, such as fabrics and garments. The
key segment of Sree Lakshmi Organic CottonGarmentsn textiles are divided into Fiber,
Yarn, Fabrics and made-ups. The multi- fiber base of Sree Lakshmi Organic
CottonGarmentsn textile comprise natural fibers from polyester, viscose, acrylic,
polypropylene and nylon. Though primarily cotton based textile industry has a growing
polyester sector and is active in processing linen wool and silk.
Overview Textiles Industry:
The Sree Lakshmi Organic CottonGarmentsn textile industry is one the largest
and oldest sectors in the country and among the most important in the economy in terms of
output, investment and employment. The sector employs nearly 35 million people and after
agriculture, is the second-highest employer in the country. Its importance is underlined by
the fact that it accounts for around 4% of Gross Domestic Product, 14% of industrial
production, 9% of excise collections, 18% of employment in the industrial sector, and 16%
of the countrys total exports earnings. With direct linkages to the rural economy and the
agriculture sector, it has been estimated that one of every six households in the country
depends on this sector, either directly or indirectly, for its livelihood.
A strong raw material production base, a vast pool of skilled and unskilled
personnel, cheap labour, good export potential and low import content are some of the
salient features of the Sree Lakshmi Organic CottonGarmentsn textile industry. This is a
traditional, robust, well-established industry, enjoying considerable demand in the domestic
as well as global markets.
Global Textiles:
The glssobal textile and clothing industry is estimated to be worth about US$
4,395 bn and currently global trade in textiles and clothing stands at around US$ 360 bn.
The US market is the largest, estimated to be growing at 5% per year, and in combination
with the EU nations, accounts for 64% of clothing consumption.
The Sree Lakshmi Organic CottonGarmentsn textile industry is valued at US$ 36 bn with
exports totalling US$ 17 bn in 2005-2006. At the global level, Sree Lakshmi Organic
CottonGarmentss textile exports account for just 4.72% of global textile and clothing
exports. The export basket includes a wide range of items including cotton yarn and fabrics,
man-made yarn and fabrics, wool and silk fabrics, made-ups and a variety of garments.
Quota constraints and shortcomings in producing value-added fabrics and garments and the
absence of contemporary design facilities are some of the challenges that have impacted
textile exports from Sree Lakshmi Organic CottonGarments.
Sree Lakshmi Organic CottonGarmentss presence in the international market is significant

in the areas of fabrics and yarn.
Sree Lakshmi Organic Cottonis the largest exporter of yarn in the international
market and has a share of 25% in world cotton yarn exports.
Sree Lakshmi Organic Cottonaccounts for 12% of the worlds production of textile
fibers and yarn
In terms of spindle age, the Sree Lakshmi Organic CottonGarmentsn textile industry
is ranked second, after China, and accounts for 23% of the worlds spindle capacity
Around 6% of global rotor capacity is in Sree Lakshmi Organic CottonGarments
The country has the highest loom capacity, including handlooms, with a share of 61%
in world loom age.
Textile Industry Structure:
Cotton textiles continue to form the predominant base of the Sree Lakshmi Organic
CottonGarmentsn textile industry, though other types of fabric have gained share in recent
years. In 1995-96, the share of cotton and manmade fabric was 60% and 27% respectively.
More recently, cotton fabrics accounted for 46% of the total fabric produced in 2005-06,
while man-made fibers held a share of 41%. This represents a clear shift in consumer
preferences towards man-made fabric.
The Textile and Apparel supply chain

The fiber and yarn-specific configuration of the textile industry includes almost all types of
textile fibers, encompassing natural fibers such as cotton, jute, silk and wool; synthetic /
man-made fibers such as polyester, viscose, nylon, acrylic and polypropylene (PP) as well as
multiple blends of such fibers and filament yarns such as partially oriented yarn (POY). The
type of yarn used is dictated by the end product being manufactured.The Man-made textile
industry comprises fiber and filament yarn manufacturing units of cellulosic and non-
cellulosic origin. The cellulosic fiber/yarn industry is under the administrative control of the
Ministry of Textiles, while the non-cellulosic industry is under the administrative control of
the Ministry of Chemicals and Fertilizers.
As in January 2006, there were 1779 cotton/man-made fiber textile mills in the organized
sector, with an installed capacity of 34.1 million spindles and 395,000 rotors. Of these, 218
were composite mills which accounted for just 3% of total fabric production, with 97% of
fabric production happening in the unorganized segment. Cloth production in the mill sector
has fallen from 1,714 million sq mtrs in 1999-2000 to a projected 1,493 million sq mtrs in
2005-06, declining at a rate of 2% per annum. As a result, the number of sick units in the
organized segment has also been growing rapidly.
The competitiveness of composite mills has declined in comparison to the power looms in
the decentralized segment. Policy restrictions relating to labour laws and the fiscal
advantages enjoyed by the handloom and power loom sectors have been identified as two of
the major constraints responsible for the declining scenario of the mill sector.Nonetheless,
overall cloth production in the country has been growing at 3.5% per annum since 2000,
with growth driven largely by the power loom sector. Being the largest manufacturer of
fabric in the country, the power loom sector produces a wide variety of cloth, both grey as
well as processed.
TEXTILE INDUSTRY HISTORY
SREE LAKSHMI ORGANIC COTTONGARMENTSN TEXTILE HISTORY:
Sree Lakshmi Organic Cottonhas a diverse and rich textile tradition. The origin of Sree
Lakshmi Organic CottonGarmentsn textiles can be traced to the Indus valley civilization. The
people of this civilization used homespun cotton for weaving their garments. Excavations at
Harappa and Mohenjo-Daro, have unearthed household items like needles made of bone and
spindles made of wood, amply suggesting that homespun cotton was used to make garments.
Fragments of woven cotton have also been found from these sites. The history of textile is
almost as old as that of human civilization and as time moves on the history of textile has
further enriched itself. In the 6th and 7th century BC, the oldest recorded indication of using
fiber comes with the invention of flax and wool fabric at the excavation of Swiss lake
inhabitants.
In Sree Lakshmi Organic Cottonthe culture of silk was introduced in 400AD, while spinning
of cotton traces back to 2 3000BC. In China, the discovery and consequent development of
sericulture and spin silk methods got initiated at 2640 BC while in Egypt the art of spinning
linen and weaving developed in 3400 BC. The discovery of machines and their widespread
application in processing natural fibers was a direct outcome of the industrial revolution of
the 18th and 19th centuries. The discoveries of various synthetic fibers like nylon created a
wider market for textile products and gradually led to the invention of new and improved
sources of natural fiber. The development of transportation and communication facilities
facilitated the path of transaction of localized skills and textile art among various countries.
The first literary information about textiles in Sree Lakshmi Organic Cottoncan be found in
the Rig Veda, which refers to weaving. The ancient Sree Lakshmi Organic CottonGarmentsn
epics the Ramayana and the Mahabharata also speak of a variety of fabrics of those times.
The Ramayana on the one hand refers to the rich styles worn by the aristocracy and on the
other the simple clothes worn by the commoners and ascetics.Sree Lakshmi Organic
Cottonhad numerous trade links with the outside world and the Sree Lakshmi Organic
CottonGarmentsn textiles were popular in the ancient world. The Sree Lakshmi Organic
CottonGarmentsn silk was popular in Rome in the early centuries of the Christian era. Hoards
of fragments of cotton material originating from Gujarat have been found in the Egyptian
tombs at Fostat, belonging to 5th century A.D. Cotton textiles were also exported to China
during the heydays of the silk route.
THE COTTON TEXTILE INDUSTRY:
The cotton textile industry is one of the oldest and most firmly established major industries.
There is reason to believe that cotton was first grown and put to use in Sree Lakshmi Organic
Cottonbefore where else in the world. Sree Lakshmi Organic Cottonhas been a manufacturing
nation and an exporter of cotton fabrics to all nations. Thus, the cotton textile industry
acquired the characteristics of trusty Sree Lakshmi Organic CottonGarmentsn and later to
travel to other parts of the world. The dignity of man is raised to an appreciable level due to
the evolution of textiles industry. It consists of Handloom, Power loom and Composite mills
(Spinning and Weaving) sectors. The industry has been exporting its products for more than
3,000 years and is now strengthened with the collaboration of other allied industries.
The industry is spread across all the states of Sree Lakshmi Organic Cottonbut two thirds of
the textile mills are concentrated in Gujarat, Maharashtra and Tamilnadu with 1,460
organized units, 32 million spindles, 1.7 million power looms, 4 million handlooms and a
large number of small, medium and large processing houses. The cotton textile industry is
mainly a private sector industry, Gujarat and Maharashtra account for 50 per cent of the total
spindles installed and 70 per cent of the tota1 100ms in the cotton textile industry.
ALL ABOUT TEXTILE INDUSTRY:
The major categories of textiles are linens and domestic products towels. Shower curtains,
bathroom ensemble, table linen / damask and bed spread are categorized under linens,
product such as sheets cases mattress pads, blankets and blanket covers comforters and quilts,
embroidery and lace are coming under domestic products. However based on exports are HS
code, Home textiles can broadly be classified in the following categories.
1. Bed lines
2. Bath liner
3. Table linen & Kitchen linen
4. Curtains, drapes and furnishing fabr5. Blankets
6. Carpets & Floor covering
7. Made Ups
Textiles industry
1)Cottage stage:
Textile manufacturing by pre-industrial methods
There are some indications that weaving was already known in the Paleolithic. An indistinct
textile impression has been found at Pavlov, Moravia. Neolithic textiles were found in pile
dwellings excavations in Switzerland and at El Fayum, Egypt at a site which dates to about
5000 BC.
The key British industry at the beginning of the 18th century was the production of textiles
made with wool from the large sheep-farming areas in the Midlands and across the country.
This was a labor-intensive activity providing employment throughout Britain, with major
centers being the West Country; Norwich and environs; and the West Riding of Yorkshire.
The export trade in woolen goods accounted for more than a quarter of British exports
during most of the 18th century, doubling between 1701 and 1770. Exports of the cotton
industry centered in Lancashire had grown tenfold during this time, but still accounted for
only a tenth of the value of the woolen trade. Before the 17th century, the manufacture of
goods was performed on a limited scale by individual workers. This was usually on their own
premises and goods were transported around the country. clothiers visited the village with
their trains of pack-horses. Some of the cloth was made into clothes for people living in the
same area, and a large amount of cloth was exported. Rivers navigations were constructed,
and some contour-following canals. In the early 18th century, artisans were inventing ways to
become more productive.
In Roman times, wool, linen and leather clothed the European population, and silk,
imported along the Silk Road from China, was an extravagant luxury. The use of flax fiber in
the manufacturing of cloth in Northern Europe dates back to Neolithic times. During the late
medieval period, cotton began to be imported into northern Europe. Without any knowledge
of what it came from, other than that it was a plant, noting its similarities to wool, people in
the region could only imagine that cotton must be produced by plant-borne sheep. John
Mandeville, writing in 1350, stated as fact the now-preposterous belief:
"There grew in Sree Lakshmi Organic Cottona wonderful tree which bore tiny lambs on the
endes of its branches. These branches were so pliable that they bent down to allow the lambs
to feed when they are hungry."
Spindles or parts of them have been found in archaeological sites and may represent one
of the first pieces of technology available. They were invented in Sree Lakshmi Organic
Cottonbetween 500 and 1000 AD.
2) Industrial Revolution:
Textile manufacture during the Industrial Revolution
The woven fabric portion of the textile industry grew out of the industrial revolution in the
18th Century as mass production of yarn and cloth became a mainstream industry. In 1734 in
Bury, Lancashire, John Kay invented the flying shuttle one of the first of a series of
inventions associated with the cotton woven fabric industry. The flying shuttle increased the
width of cotton cloth and speed of production of a single weaver at a loom. Resistance by
workers to the perceived threat to jobs delayed the widespread introduction of this
technology, even though the higher rate of production generated an increased demand for
spun cotton.
19th century developments:

With the Cartwright Loom, the Spinning Mule and the Boulton and Watt steam engine, the
pieces were in place to build a mechanized woven fabric textile industry. From this point
there were no new inventions, but a continuous improvement in technology as the mill-owner
strove to reduce cost and improve quality. Developments in the transport infrastructure; that
is the canals and after 1831 the railways facilitated the import of raw materials and export of
finished cloth.
Thirdly, also in 1830, Richard Roberts patented the first self-acting mule. Stalybridge mule
spinners strike was in 1824,this stimulated research into the problem of applying power to the
winding stroke of the mule. The draw while spinning had been assisted by power, but the
push of the wind had been done manually by the spinner, the mule could be operated by
semiskilled labor. Before 1830, the spinner would operate a partially powered mule with a
maximum of 400 spindles after, self-acting mules with up to 1300 spindles could be built.
20th Century:
Major changes came to the textile industry during the 20th century, with continuing
technological innovations in machinery, synthetic fiber, logistics, and globalization of the
business. The business model that had dominated the industry for centuries was to change
radically. Cotton and wool producers were not the only source for fibers, as chemical
companies created new synthetic fibers that had superior qualities for many uses, such as
rayon, invented in 1910, and DuPont's nylon, invented in 1935 as in inexpensive silk
substitute, and used for products ranging from women's stockings to tooth brushes and
military parachutes.
Industry integration and global manufacturing led to many small firms closing for good
during the 1970s and 1980s in the United States, during those decades, 95 percent of the
looms in North Carolina, South Carolina and Georgia shut down, and Alabama and Virginia
also saw many factories close.
21st century:
In 2002, textiles and apparel manufacturing accounted for $400 billion in global exports,
representing 6% of world trade and 8% of world trade in manufactured goods. In the early
years of the 21st century, the largest importing and exporting countries were developed
countries, including the European Union, the United States, Canada and Japan.The countries
with the largest share of their exports being textiles and apparel were as follows (2002):
OVERVIEW OF SREE LAKSHMI ORGANIC COTTONGARMENTSN TEXTILE
INDUSTRY
Background:
Sree Lakshmi Organic CottonTextile Industry is one of the leading textile industries in the
world. Though was predominantly unorganized industry even a few years back, but the
scenario started changing after the economic liberalization of Sree Lakshmi Organic
CottonGarmentsn economy in 1991. The opening up of economy gave the much-needed
thrust to the Sree Lakshmi Organic CottonGarmentsn textile industry, which has now
successfully become one of the largest in the world. Sree Lakshmi Organic Cottontextile
industry largely depends upon the textile manufacturing and export. It also plays a major role
in the economy of the country. Sree Lakshmi Organic Cottonearns about 27% of its total
foreign exchange through textile exports. Further, the textile industry of Sree Lakshmi
Organic Cottonalso contributes nearly 14% of the total industrial production of the country. It
also contributes around 3% to the GDP of the country. Sree Lakshmi Organic Cottontextile
industry is also the largest in the country in terms of employment generation. It not only
generates jobs in its own industry, but also opens up scopes for the other ancillary sectors.
Sree Lakshmi Organic Cottontextile industry currently generates employment to more than
35 million
people. Sree Lakshmi Organic CottonGarmentsn textile industry can be divided into several
segments, some of which can be listed as below:
Cotton Textiles
Silk Textiles
Woolen Textiles
Readymade Garments
Hand-crafted Textiles
Jute and Coir
Government initiatives and regulatory framework
Government Initiatives
The Government of Sree Lakshmi Organic Cottonhas promoted a number of export
promotion policies for the Textile sector in the Union Budget 2011-12 and the Foreign Trade
Policy 2009-14. This also includes the various incentives under Focus Market Scheme and
Focus Product Scheme; broad basing the coverage of Market Linked Focus Product Scheme
for textile products and extension of Market Linked Focus Product Scheme etc. to increase
the Sree Lakshmi Organic CottonGarmentsn shares in the global trade of textiles and
clothing. The various schemes and promotions by the Government of Sree Lakshmi Organic
Cottonare as follows - It has allowed 100 per cent Foreign Direct Investment (FDI) in textiles
under the automatic route.
Welfare Schemes:
The Government has offered health insurance coverage and life insurance coverage to 161.10
million weavers and ancillary workers under the Handloom Weavers' Comprehensive
Welfare Scheme, while 733,000 artisans were provided health coverage under the Rajiv
Gandhi Shilpi Swasthya Bima Yojna.
E-Marketing:
The Central Cottage Industries Corporation of Sree Lakshmi Organic Cotton(CCIC), and the
Handicrafts and Handlooms Export Corporation of Sree Lakshmi Organic Cotton(HHEC)
have developed a number of e-marketing platforms to simplify marketing issues. Also, a
number of marketing initiatives have been taken up to promote niche handloom and
handicraft products with the help of 600 events
all over the country.
Skill Development:
As per the 12th Five Year Plan, the Integrated Skill Development Scheme aims to train over
2,675,000 people within the next 5 years (this would cover over 270,000 people during the
first two years and the rest during the remaining three years). This scheme would cover all
sub sectors of the textile sector such as Textiles and Apparel; Handicrafts; Handlooms; Jute;
and Sericulture.
Credit Linkages:
As per the Credit Guarantee program, over 25,000 Artisan Credit Cards have been supplied to
artisans, and 16.50 million additional applications for issuing up credit cards have been
forwarded to banks for further consideration with regards to the Credit Linkage scheme.
Financial package for waiver of overdues:
The Government of Sree Lakshmi Organic Cottonhas announced a package of US$ 604.56
million to waive of overdue loans in the handloom sector. This also includes the waiver of
overdue loans and interest till 31st March,2010, for loans disbursed to handloom sector. This
is expected to benefit at least 300,000 handloom weavers of the industry and 15,000
cooperative societies.
Textiles Parks:
The Sree Lakshmi Organic CottonGarmentsn Government has given approval to 40 new
Textiles Parks to be set up and this would be executed over a period of 36 months. The new
Textiles Parks would leverage employment to 400,000 textiles workers.The product mix in
these parks would include apparels and garments parks, hosiery parks, silk parks, processing
parks, technical textiles including medical textiles, carpet and power loom parks.
COMPANY PROFILE:
We established the creative boutique in 2005 and combined fashion, textile and graphic
design backgrounds to produce comprehensive design outcomes, rich with edgy
originality, beauty and distinction. We a are a Sydney based design trio of print and fabric
surface treatment specialists, whose primary focus is to deliver original, exclusive and
bespoke designs for a broad range of visual applications, particularly textiles. We are
committed to uncovering and servicing clients needs while promoting environmental
sustainability and Australian based production in an inspiring and creative way. We also have
a design library, seasonally updated with a range of original artwork that is available for
purchase on an exclusive basis for use in fashion, interiors and lifestyle product design.
We provide our clients with the textile concept as artwork [99% illustrator files] and leave
the production up to our clients discretion. We provide technical services also in making the
files production ready if suppliers need this. We forecast trends, color and pursue original
concepts with stylistic diversity to produce hand-worked and computer generated Croquis.
These include for fabric and other surfaces. We also do a lot of custom design development
as well as our seasonal collection.
Contact Information:
Company Name: SREE LAKSHMI ORGANIC

COTTONTEXTILES
Address : No:135,kovai bypass road,
Karur- 639 001.
Tamil Nadu
India
Mobile: + 919095341966
Website: + www.organiccottonindus.in
Line of Business:
Parent Line of Business and Top Line of Business has been extracted from National
Industrial Classification code Sree Lakshmi Organic CottonGarments. If company has
registered business with incorrect code or has changed the line of business without informing
ROC, provided information will be incorrect. We take no warranties about accuracy of these
classifications. Sree Sree Lakshmi Organic CottonTextiles Pvt Ltd. is the principle
supplier to Sree Garments, fulfilling their total yarn requirements. Established in
2005,SSMT sources cotton domestically and from reputable African growers, Using State-of-
the-art machinery, the raw material is woven into the finest quality cotton yarn. Efficient
inventory management systems are in place to ensure a continuous.
The cotton is purchased in Sree Lakshmi Organic Cotton& Africa and processed step by step
through these highly sophisticated machineries to ensure the best quality yarn. Efficient
management of inventory ensures uninterrupted production process for the
company. ShriSree Lakshmi Organic CottonTextiles Pvt Ltd is the least carbon emitting
spinning mill in Sree Lakshmi Organic Cottonas declared by ETI. It is also certified by FLO
Fair Trade, CMIA, Organic Cotton and Oeko-Tex Certifications.The knitting plant is
equipped with hi-tech machines capable of producing a wide variety of knit finishes and
structures. Jacquard, Flat and Circular machines provide a diverse range of garments in
Jersey, Rib and Fleece. A continuous programmed of research and development ensures that
the knitting unit has the capability required to meet the latest fashion trend
Sree Lakshmi Organic CottonSpinners Private Limited Profile:
Corporate Identification Number : U17111TZ2005PTC012112

Company Name: SHRI SREE LAKSHMI ORGANIC
COTTONTEXTILES
Company Status: Active
ROC: ROC-Coimbatore
Registration Number: 12112
Company Category: Company limited by Shares
Company Sub Category: Non-govt company
Class of Company: Private

Date of Incorporation: 01 September 2005
Age of Company: 10 years, 8 month
Activity: Spinning, weaving and finishing
Company Founder T.Manivannan
Managing Director A.Meenatchi
Total Employees 450
VISION AND MISSION
Vision of Textiles Industry:
The Sree Lakshmi Organic Cottontextile industry has strength across the entire value
chain from natural to man-made fiber to apparel to home furnishings. Its share in the
nations GDP is 6% and in exports is 13%. The sector is the second largest employer
after agriculture. After the phasing out of export quotas in 2005 Sree Lakshmi
Organic CottonGarmentss export performance has been below expectations. Its share
of global exports is around 5% whereas it was expected to rise quickly towards
Chinas level. The Chinese share in global exports is 39%. Vietnam and Bangladesh
have shown remarkable success. Vietnam could achieve a peak export growth rate of
30% while Bangladesh could achieve a growth rate of 18%.
Taking innovative measures in partnership with the industry and learning from
experience, Sree Lakshmi Organic Cottoncould aspire to achieve 20% growth in
exports over the next decade. In any case the achievement of 15% growth rate in
exports should be feasible. In the domestic market, sustaining an annual growth rate
of 12% should also not be difficult.
This implies that with a 12% CAGR in domestic sales the industry should reach a
production level of US$ 350 billion by 2024-25 from the current level of about US$
100 billion for the domestic market. With a 20% CAGR in exports Sree Lakshmi
Organic Cottonwould be exporting about US$ 300 billion of textile and apparel by
2024-25 while with the lower15% CAGR in exports, Sree Lakshmi Organic
Cottonwould be exporting about US$ 185 billion of textile and apparel by 2024-
25.Considering the targeted growth in exports, Sree Lakshmi Organic Cottonshould
by then have a market share of 15% to 20% of the global textile and apparel trade
from the present level of 5%.
During this period Sree Lakshmi Organic Cottonshould also attempt a structural
transformation whereby it becomes a net exporter of finished products. This would
imply that growth rates in exports of fibers and yarn should start declining and growth
rates of apparel, homes furnishing, technical textiles and other finished products
should grow very rapidly. This would maximise employment generation and value
creation within the country and the fulfilment of the Prime Ministers Vision of
Make of Sree Lakshmi Organic CottonGarments.
Mission of the Industry:
We believe in an inspiration that us to stretch ourselves, to challenge the limits and overcome
them. We also believe that, as time changes, one must evolve in thinking.Each
accomplishment marks a new beginning and inspires us to focus on tomorrow in terms of
new possibilities.Cutting edge technologies that will cater to the. Interests of the customers
and investors. Be innovative not only to invent new technology but also to fulfill the ever-
changing needs of society and environment.
Sree Lakshmi Organic CottonTextile And Industries Limited. Is amongst the most efficient
textile companies in textile industry, As a company we strive to:-
To excel in our core areas of competence i.e., manufacture of Yarn And Home
Textiles.
To uphold and nature the core values of transparency, empowerment, accountability,
independent monitoring and environmental consciousness.
To give highest priority to customer satisfaction.
To develop new varieties of yarn.
To upgrade production facilities and technology continuously.
To grow globally through cost competitiveness and excellence in quality.
To fulfill the aspiration of customers, employees, financers and of the society in
general.
To recruit and retain skilled manpower, reward superior performance.
To maximize shareholder`s wealth through good corporate Governance.
CHAPTER III
DATA ANALYSIS AND INTERPRETATION
TABLE 3.1
AGE OF THE RESPONDENT
Age
Frequenc Percent Valid Cumulative
y Percent Percent
Below 10 19.6 20.0 20.0
30
30-35 19 37.3 38.0 58.0
Valid 35-40 10 19.6 20.0 78.0
Above 11 21.6 22.0 100.0
40
Total 50 98.0 100.0
Missing System 1 2.0
Total 51 100.0
INTERPRETATION
The above table shows that age of the respondent are 20% of the respondent is below 30 and
38% of the respondent is 30-35 and 20% of the respondents are 35-40 and 22% of the
respondent is above 40
CHART 3.1
AGE OF THE RESPONDENT
.
TABLE 3.2
GENDER OF THE RESPONDENT
Gender
y Percent Percent
Male 23 45.1 46.0 46.0
Valid Female 27 52.9 54.0 100.0
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that gender of the respondent are 46% of the respondent are male
and 54% of the respondent are female.
CHART 3.2
GENDER OF THE RESPONDENT
TABLE 3.3
MARITAL STATUS OF THE RESPONDENT
Maritialstatus
y Percent Percent
Married 12 23.5 24.0 24.0
Unmarrie 17 33.3 34.0 58.0
d
Valid
Widow 9 17.6 18.0 76.0
Others 12 23.5 24.0 100.0
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that Marital status of the respondent are 24% of the respondent are
married , 34% of the respondent are unmarried , 18% of the respondent are widows and 24%
of the respondent are employee are others .
CHART 3.3
MARITAL STATUS OF THE RESPONDENT
TABLE 3.4
EDUCATIONAL QUALIFICATION

y Percent Percent
diploma 12 23.5 24.0 24.0
Valid Graduate 19 37.3 38.0 62.0
Post graduate 8 15.7 16.0 78.0
Master 11 21.6 22.0 100.0
degree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that educational qualification of the respondent are 24% of the
respondent are qualified in diploma and24% of the respondent are qualified in graduate , 24%
of the respondent are qualified in post graduate, 24% of the respondent are qualified in master
degree.
CHART 3.4
EDUCATIONAL QUALIFICATION
TABLE 3.5
OCCUPATION OF THE RESPONDENT
Occupation
y Percent Percent
Business 16 31.4 32.0 32.0
Military 21 41.2 42.0 74.0
Valid
Others 13 25.5 26.0 100.0
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that Occupation of the respondent are 32 % of the respondent are
business man, 42% of the respondent are working in military and 26% of the respondent are
working in others.
CHART 3.5
OCCUPATION OF THE RESPONDENT
TABLE 4.6
MONTHLY INCOME OF THE RESPONDENT

y Percent Percent
Below 13 25.5 26.0 26.0
Valid
30000
30000- 12 23.5 24.0 50.0
40000
40000- 11 21.6 22.0 72.0
50000
Above 14 27.5 28.0 100.0
50000
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that monthly income of the respondent are 26 % of the respondent
are Earn the monthly income in below 30000, 24 % of the respondent are Earn the monthly
income in 30000-40000, 22 % of the respondent are Earn the monthly income in 40000-
50000, 28 % of the respondent are Earn the monthly income is above 50000.
CHART 4.6
MONTHLY INCOME OF THE RESPONDENT

TABLE 3.7
EXPERIENCE OF THE RESPONDENT
Experience
y Percent Percent
1-2years 14 27.5 28.0 28.0
Valid
2-3 years 17 33.3 34.0 62.0
3-4 years 9 17.6 18.0 80.0
Above 5 10 19.6 20.0 100.0
years
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that experience of the respondent are 28% of the respondent are
working in this company 1-2 years , 34% of the respondent are working in this company 2-3
years , 18% of the respondent are working in this company 3-4 years , 26 % of the
respondent are working in this company above 5 years .
CHART 3.7
EXPERIENCE OF THE RESPONDENT
TABLE 3.8
ARE YOU A BRAND LOYAL CUSTOMER?

y Percent Percent
Valid Yes 23 45.1 46.0 46.0
No 27 52.9 54.0 100.0
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that are you satisfied the brand loyal customer 28% of the
respondent are says that yes ,and 54% of the respondent are says that no.
CHART 3.8
ARE YOU A BRAND LOYAL CUSTOMER?
TABLE 3.9
WHICH ATTRIBUTES DID ATTRACT YOU TO PURCHASE BRANDED
PRODUCTS
attributes
y Percent Percent
Valid Rank these attributes 11 21.6 22.0 22.0
in order of their 13 25.5 26.0 48.0
importance to you
Brand Name 12 23.5 24.0 72.0
Transparent Price 14 27.5 28.0 100.0
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that are purchase branded products 22% of the respondent is says that
Rank these attributes, 26% of the respondent are says that in order of their importance to
you,24% of the respondent are says that Brand Name , 28% of the respondent are says that
Transparent Price.
CHART 3.9
WHICH ATTRIBUTES DID ATTRACT YOU TO PURCHASE BRANDED
PRODUCTS
TABLE 3.10
WHAT WAS THE REASON FOR THE DELAY BETWEEN THE PURCHASE
DECISION AND THE ACTUAL PURCHASE

y Percent Percent
Valid Financial constraints 14 27.5 28.0 28.0
Waiting for more 16 31.4 32.0 60.0
innovative product
Waiting for market 8 15.7 16.0 76.0
responses
Others 12 23.5 24.0 100.0
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that are the purchase decision and the actual purchase is 28% of the
respondent is says that financial constraints, 32% of the respondent are says that in waiting
for more innovative product ,14% of the respondent are says that waiting for market
responses , 24% of the respondent are says that others..
CHART 3.10
WHAT WAS THE REASON FOR THE DELAY BETWEEN THE PURCHASE
DECISION AND THE ACTUAL PURCHASE
TABLE 3.11
WHAT INFLUENCED YOU TO BUY THE ABOVE STATED BRAND(S)
influenced
y Percent Percent
Valid Advertising 15 29.4 30.0 30.0
Shop Display 15 29.4 30.0 60.0
Word of mouth 8 15.7 16.0 76.0
Family 12 23.5 24.0 100.0
Total 50 98.0 100.0
Missi 1 2.0
System
ng
Total 51 100.0
INTERPRETATION
The above table shows that are the influenced you to buy the above stated brand(s) is 30% of
the respondent is says that Advertising ,30% of the respondent are says that Shop Display
,16% of the respondent are says that Word of mouth, 24% of the respondent are says Family.
CHART 3.11
WHAT INFLUENCED YOU TO BUY THE ABOVE STATED BRAND(S)
TABLE 3.12
IF YOU ARE A CUSTOMER OF SREE LAKSHIMI ORGANIC COTTON
PRODUCTS, HOW LONG HAVE YOU BEEN BUYING IT
customer
y Percent Percent
Below 6 14 27.5 28.0 28.0
months
1 year 16 31.4 32.0 60.0
Valid
1-2 year 10 19.6 20.0 80.0
Above 2 year 10 19.6 20.0 100.0
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that how long have you been buying it is 28% of the respondent are
says that buying below I month, 32% of the respondent are says that buying 1 years ,20 % of
the respondent are says that buying below1-2 years , 20% of the respondent are says that
buying above 2 years.
CHART 3.12
IF YOU ARE A CUSTOMER OF SREE LAKSHIMI ORGANIC COTTON
PRODUCTS, HOW LONG HAVE YOU BEEN BUYING IT
TABLE 3.13
DO YOU THINK THE ADVERTISEMENT OF SREE LAKSHIMI ORGANIC
COTTON PRODUCTS HAS A MAJOR INFLUENCE IN YOUR BUYING DECISION
advertisement
y Percent Percent
Strongly agree 8 15.7 16.0 16.0
Agree 14 27.5 28.0 44.0
Valid
Average 9 17.6 18.0 62.0
Disagree 10 19.6 20.0 82.0
Strongly 9 17.6 18.0 100.0
disagree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 28% of the respondent are says that major influence in your
buying decision is strongly agree and 28% of the respondent are says that agree and 18% of
the respondent are says that average , 20% of the respondent are says that disagree and 18%
of the respondent are says that strongly disagree.
CHART 3.13
DO YOU THINK THE ADVERTISEMENT OF SREE LAKSHIMI ORGANIC
COTTON PRODUCTS HAS A MAJOR INFLUENCE IN YOUR BUYING DECISION
TABLE 3.14
PRICE OF THE PRODUCT
Price
y Percent Percent
Agree 14 27.5 28.0 48.0
Neutral 7 13.7 14.0 62.0
Valid Disagree 10 19.6 20.0 82.0
Strongly 9 17.6 18.0 100.0
Disagree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 20% of the respondent are strongly agree with the price of the
products and 28% of the respondent are says that agree the product and 14% of the
respondent are says that average , 20% of the respondent are says that disagree and 18% of
the respondent are says that strongly disagree.
CHART 3.14
PRICE OF THE PRODUCT
TABLE 3.15
QUALITY OF THE PRODUCT

y Percent Percent
Valid Strongly agree 10 19.6 20.0 20.0
Agree 14 27.5 28.0 48.0
Neutral 10 19.6 20.0 68.0
Disagree 9 17.6 18.0 86.0
Strongly 7 13.7 14.0 100.0
Disagree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 20% of the respondent are strongly agree with the quality of the
products and 28% of the respondent are says that agree the product and 20% of the
respondent are says that quality of the products is average , 18% of the respondent are says
that disagree and 14% of the respondent are says that quality of the products is strongly
disagree.
CHART 3.15
QUALITY OF THE PRODUCT
TABLE 3.16
AVAILABILITY OF THE PRODUCT
Availability
y Percent Percent
Valid Agree 13 25.5 26.0 54.0
Neutral 7 13.7 14.0 68.0
Disagree 10 19.6 20.0 88.0
Strongly 6 11.8 12.0 100.0
Disagree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 28% of the respondent are strongly agree with the availability of
the products and 26% of the respondent are says that agree the product and 14% of the
respondent are says that average, 20% of the respondent are says that disagree and 12% of the
respondent are says that quality of the products is strongly disagree.
CHART 3.16
AVAILABILITY OF THE PRODUCT
TABLE 3.17
BRAND NAME OF THE COMPANY
Brandname
y Percent Percent
Valid Agree 16 31.4 32.0 48.0
Neutral 10 19.6 20.0 68.0
Disagree 8 15.7 16.0 84.0
Strongly 8 15.7 16.0 100.0
Disagree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 16% of the respondent are strongly agree with the brand name of
the company 32% of the respondent are says that agree ,20% of the respondent are says that
average, 16% of the respondent are says that disagree and 16% of the respondent are says that
quality of the products is strongly disagree.
CHART 3.17
BRAND NAME OF THE COMPANY
TABLE 3.18
PREVIOUS EXPERIENCE

y Percent Percent
Agree 14 27.5 28.0 56.0
Valid
Neutral 6 11.8 12.0 68.0
Disagree 8 15.7 16.0 84.0
Strongly 8 15.7 16.0 100.0
Disagree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 28% of the respondent are strongly agree with the Previous
Experience of the company 28 % of the respondent are says that agree ,12 % of the
respondent are says that average, 16% of the respondent are says that disagree and 16% of the
CHART 3.18
PREVIOUS EXPERIENCE
TABLE 3.19
ADVERTISEMENTS
Advertisements
y Percent Percent
Valid
Agree 14 27.5 28.0 50.0
Neutral 10 19.6 20.0 70.0
Disagree 7 13.7 14.0 84.0
Strongly 8 15.7 16.0 100.0
Disgree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 22% of the respondent are strongly agree with the advertisement
of the company 28 % of the respondent are says that agree ,20% of the respondent are says
that average, 14% of the respondent are says that disagree and 16 % of the respondent are
says that quality of the products is strongly disagree
CHART 3.19
ADVERTISEMENTS
TABLE 3.20
FAMILY/FRIENDS OPINION

y Percent Percent
Agree 13 25.5 26.0 56.0
Neutral 8 15.7 16.0 72.0
Valid
Disagree 7 13.7 14.0 86.0
Strongly 7 13.7 14.0 100.0
Disagree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 30% of the respondent are strongly agree with Family/friends
opinion , 26% of the respondent are says that agree ,16 % of the respondent are says that
average, 14% of the respondent are says that disagree and 14 % of the respondent are says
that quality of the products is strongly disagree
CHART 3.20
FAMILY/FRIENDS OPINION
TABLE 3.21
SALES PROMOTIONAL ACTIVITIES

y Percent Percent
Valid Strongly agree 12 23.5 24.0 24.0
Agree 12 23.5 24.0 48.0
Neutral 10 19.6 20.0 68.0
Disagree 9 17.6 18.0 86.0
Strongly 7 13.7 14.0 100.0
Disagree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 24% of the respondent are strongly agree with Sales promotional
activities of the company ,24% of the respondent are says that agree ,20% of the respondent
are says that average, 18% of the respondent are says that disagree and 14 % of the
CHART 3.21
SALES PROMOTIONAL ACTIVITIES
TABLE 3.22
FLAVOR OF THE PRODUCTS
Flavor
y Percent Percent
Highly 13 25.5 26.0 26.0
satisfied
Valid
Satisfied 15 29.4 30.0 56.0
Normal 10 19.6 20.0 76.0
Poor 5 9.8 10.0 86.0
Very poor 7 13.7 14.0 100.0
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 26% of the respondent are highly satisfied with the Flavor of the
products ,30 % of the respondent are says that satisfied with the Flavor of the products
,20% of the respondent are says that normal with the Flavor of the products , 10% of the
respondent are says that poor the Flavor of the products and 14 % of the respondent are says
that very poor.
CHART 3.22
FLAVOR OF THE PRODUCTS
TABLE 3.23
AROMA OF THE PRODUCTS
FREQU PERCE VALID CUMULAT

ENCY NT PERCENT IVE
PERCENT
Highly 12 23.5 24.0 24.0
Valid
satisfied
Satisfied 15 29.4 30.0 54.0
Normal 8 15.7 16.0 70.0
Poor 10 19.6 20.0 90.0
Very poor 5 9.8 10.0 100.0
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 24% of the respondent are highly satisfied with the aroma of the
products, 30 % of the respondent are says that satisfied with the aroma of the products ,16%
of the respondent are says that normal with the aroma of the products , 20% of the
respondent are says that poor, and 10% of the respondent are says that very poor.
CHART 3.23
AROMA OF THE PRODUCTS
TABLE 3.24
PACKAGING
Packaging
y Percent Percent
Highly 10 19.6 20.0 20.0
satisfied
Valid
Satisfied 17 33.3 34.0 54.0
Normal 9 17.6 18.0 72.0
Poor 7 13.7 14.0 86.0
Very poor 7 13.7 14.0 100.0
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 24% of the respondent are highly satisfied with the packing the
product 30 % of the respondent are says that satisfied,16% of the respondent are says that
normal , 20% of the respondent are says that poor, and 10% of the respondent are says that
very poor.
CHART 3.24
PACKAGING
TABLE 3.25
RANK THE FOLLOWING FACTORS BASED ON YOUR EXPERIENCE ON SREE
LAKSHIMI ORGANIC COTTON PRODUCTS
Rank
y Percent Percent
Good quality 12 23.5 24.0 24.0
Affordable 13 25.5 26.0 50.0
price
Timely 9 17.6 18.0 68.0
Valid availability
Easy 8 15.7 16.0 84.0
applicability
Reliability 8 15.7 16.0 100.0
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 24% of the respondent says that Good quality of the cotton
product, 26% of the respondent says that Affordable price of the cotton product, 18% of the
respondent says that Timely availability of the cotton product, 16% of the respondent says
that Easy applicability of the cotton product, 16 % of the respondent says that Easy
applicability of the cotton product,
CHART 3.25
RANK THE FOLLOWING FACTORS BASED ON YOUR EXPERIENCE ON SREE
Table 3.26
How satisfied are you with sree lakshimi organic cotton products Products compared
with the others substitutes available in the market

y Percent Percent
Highly satisfied 14 27.5 28.0 28.0
Satisfied 12 23.5 24.0 52.0
Valid Dissatisfied 11 21.6 22.0 74.0
Highly 13 25.5 26.0 100.0
Dissatisfied
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 28 % of the respondent are highly satisfied with the Products
compared with the others substitutes available in the market, 24 % of the respondent are says
that satisfied, 22% of the respondent are says that dissatisfied , 26 % of the respondent are
says that highly dissatisfied.
CHART 3.26
How satisfied are you with sree lakshimi organic cotton products Products compared
with the others substitutes available in the market
TABLE 3.27
HAS YOUR FRIENDS/RELATIVES OPINIONS INFLUENCED YOU TO BUY SREE

y Percent Percent
Valid
Agree 16 31.4 32.0 58.0
Disagree 10 19.6 20.0 78.0
Strongly 11 21.6 22.0 100.0
disagree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 26% of the respondent are strongly agree with friends/relatives
opinions influenced you to buy sree lakshimi organic cotton products ,32% of the
respondent are says that agree 20% of the respondent are says that disagree and 22% of the
CHART 3.27
HAS YOUR FRIENDS/RELATIVES OPINIONS INFLUENCED YOU TO BUY SREE
TABLE 3.28
DEALER INFLUENCE OF BRAND NAME ON PURCHASING DECISION
purchasingdecision
y Percent Percent
Strongly Agree 16 31.4 32.0 32.0
Valid
Agree 13 25.5 26.0 58.0
Disagree 9 17.6 18.0 76.0
Strongly 12 23.5 24.0 100.0
disagree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 32% of the respondent are strongly agree with Dealer Influence
of Brand name on purchasing decision ,26% of the respondent are says that agree.18 % of the
respondent are says that disagree and 24 % of the respondent are says that quality of the
products is strongly disagree.
CHART 3.28
DEALER INFLUENCE OF BRAND NAME ON PURCHASING DECISION
TABLE 3.29
INFLUENCE OF QUALITY ON PURCHASE DECISION
Influence
y Percent Percent
Strongly Agree 12 23.5 24.0 24.0
Valid Agree 16 31.4 32.0 56.0
Disagree 10 19.6 20.0 76.0
Strongly 12 23.5 24.0 100.0
disagree
Total 50 98.0 100.0
Total 51 100.0
INTERPRETATION
The above table shows that 24% of the respondent are strongly agree with Influence of
Quality on Purchase Decision ,32% of the respondent are says that agree.20% of the
respondent are says that disagree and 24 % of the respondent are says that quality of the
products is strongly disagree
CHART 3.29
INFLUENCE OF QUALITY ON PURCHASE DECISION
CHI SQUARE TEST
Case Processing Summary

Cases
Valid Missing Total
N Percent N Percent N Percent
Experience * 50 98.0% 1 2.0% 51 100.0%
purchasedecision
Experience * purchasedecision Crosstabulation

Count
purchasedecision Total
Financial Waiting for Waiting for Others
constraints more market
innovative responses
product
1-2years 7 3 1 3 14
2-3 years 2 10 2 3 17
Experienc
3-4 years 4 2 3 0 9
e
Above 5 1 1 2 6 10
years
Total 14 16 8 12 50
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Pearson Chi-Square 22.691a 9 .007
Likelihood Ratio 23.195 9 .006
Linear-by-Linear 5.066 1 .024
Association
N of Valid Cases 50
a. 15 cells (93.8%) have expected count less than 5. The
minimum expected count is 1.44.
Symmetric Measures
Value Approx.
Sig.
Nominal by Contingency .559 .007
Nominal Coefficient
N of Valid Cases 50
ONE SAMPLE TEST
One-Sample Statistics
N Mean Std. Std. Error
Deviation Mean
Maritialstatus 50 2.4200 1.10823 .15673
Monthlyinco 50 2.5200 1.16479 .16473
me
One-Sample Test
Test Value = 0
t df Sig. (2- Mean 95% Confidence Interval of
tailed) Difference the Difference
Lower Upper
Maritialstatus 15.441 49 .000 2.42000 2.1050 2.7350
Monthlyinco 15.298 49 .000 2.52000 2.1890 2.8510
me
ONE WAY ANOVA TEST
ANOVA
customer
Sum of df Mean F Sig.
Squares Square
Between .634 4 .158 .122 .974
Groups
Within Groups 58.246 45 1.294
Total 58.880 49
Multiple Comparisons
Dependent Variable: customer
Tukey HSD
(I) Quality (J) Quality Mean Std. Sig. 95% Confidence Interval
Difference (I- Error Lower Upper
J) Bound Bound
Agree -.02857 .47105 1.000 -1.3670 1.3099
Neutral .10000 .50879 1.000 -1.3457 1.5457
Strongly agree Disagree .28889 .52274 .981 -1.1964 1.7742
Strongly .11429 .56066 1.000 -1.4788 1.7074
Disgree
Strongly agree .02857 .47105 1.000 -1.3099 1.3670
Neutral .12857 .47105 .999 -1.2099 1.4670
Agree Disagree .31746 .48608 .965 -1.0637 1.6986
Strongly .14286 .52665 .999 -1.3536 1.6393
Disgree
Strongly agree -.10000 .50879 1.000 -1.5457 1.3457
Neutral
Agree -.12857 .47105 .999 -1.4670 1.2099
Disagree .18889 .52274 .996 -1.2964 1.6742
Strongly .01429 .56066 1.000 -1.5788 1.6074
Disgree
Strongly agree -.28889 .52274 .981 -1.7742 1.1964
Agree -.31746 .48608 .965 -1.6986 1.0637
Disagree Neutral -.18889 .52274 .996 -1.6742 1.2964
Strongly -.17460 .57335 .998 -1.8037 1.4545
Disgree
Strongly agree -.11429 .56066 1.000 -1.7074 1.4788
Strongly Agree -.14286 .52665 .999 -1.6393 1.3536
Disgree Neutral -.01429 .56066 1.000 -1.6074 1.5788
Disagree .17460 .57335 .998 -1.4545 1.8037
customer
a,b
Tukey HSD
Quality N Subset for
alpha = 0.05
1
Disagree 9 2.1111
Strongly 7 2.2857
Disgree
Neutral 10 2.3000
Strongly agree 10 2.4000
Agree 14 2.4286
Sig. .973
Means for groups in homogeneous
subsets are displayed.
a. Uses Harmonic Mean Sample Size =
9.517.
b. The group sizes are unequal. The
harmonic mean of the group sizes is
used. Type I error levels are not
guaranteed.
CHAPTER IV
FINDING, SUGGESTION AND CONCLUSION
The above table3.1 find that the age of the respondent are 20% of the respondent is
below 30 and 38% of the respondent is 30-35 and 20% of the respondents are 35-40
and 22% of the respondent is above 40
The above table 3.2 find that the gender of the respondent are 46% of the respondent
are male and 54% of the respondent are female.
The above table 3.3 find that the Marital status of the respondent are 24% of the
respondent are married , 34% of the respondent are unmarried , 18% of the respondent
are widows and 24% of the respondent are employee are others .
The above table3.4 find that the educational qualification of the respondent are 24%
of the respondent are qualified in diploma and24% of the respondent are qualified in
graduate , 24% of the respondent are qualified in post graduate, 24% of the
respondent are qualified in master degree
The above table3.5 find that the Occupation of the respondent are 32 % of the
respondent are business man, 42% of the respondent are working in military and 26%
of the respondent are working in others.
The above table 3.6 find that the monthly income of the respondent are 26 % of the
respondent are Earn the monthly income in below 30000, 24 % of the respondent are
Earn the monthly income in 30000-40000, 22 % of the respondent are Earn the
monthly income in 40000-50000, 28 % of the respondent are Earn the monthly
income is above 50000.
The above table 3.7 find that the experience of the respondent are 28% of the
respondent are working in this company 1-2 years , 34% of the respondent are
working in this company 2-3 years , 18% of the respondent are working in this
company 3-4 years , 26 % of the respondent are working in this company above 5
years .
The above table 3.8 find that the are you satisfied the brand loyal customer 28% of
the respondent are says that yes ,and 54% of the respondent are says that no.
The above table 3.9 find that the are purchase branded products 22% of the
respondent is says that Rank these attributes, 26% of the respondent are says that in
order of their importance to you,24% of the respondent are says that Brand Name ,
28% of the respondent are says that Transparent Price.
The above table 3.10 find that the are the purchase decision and the actual purchase is
28% of the respondent is says that financial constraints, 32% of the respondent are
says that in waiting for more innovative product ,14% of the respondent are says that
waiting for market responses , 24% of the respondent are says that others..
The above table3.11 find that the are the influenced you to buy the above stated
brand(s) is 30% of the respondent is says that Advertising ,30% of the respondent
are says that Shop Display ,16% of the respondent are says that Word of mouth, 24%
of the respondent are says Family.
The above table3.12 find that the how long have you been buying it is 28% of the
respondent are says that buying below I month, 32% of the respondent are says that
buying 1 years ,20 % of the respondent are says that buying below1-2 years , 20% of
the respondent are says that buying above 2 years
The above table3.13 find that the 28% of the respondent are says that major influence
in your buying decision is strongly agree and 28% of the respondent are says that
agree and 18% of the respondent are says that average , 20% of the respondent are
says that disagree and 18% of the respondent are says that strongly disagree.
The above table 3.14 find that the 20% of the respondent are strongly agree with the
price of the products and 28% of the respondent are says that agree the product and
14% of the respondent are says that average , 20% of the respondent are says that
disagree and 18% of the respondent are says that strongly disagree.
The above table3.15 find that the 20% of the respondent are strongly agree with the
quality of the products and 28% of the respondent are says that agree the product and
20% of the respondent are says that quality of the products is average , 18% of the
respondent are says that disagree and 14% of the respondent are says that quality of
the products is strongly disagree.
availability of the products and 26% of the respondent are says that agree the product
and 14% of the respondent are says that average, 20% of the respondent are says that
disagree and 12% of the respondent are says that quality of the products is strongly
disagree.
brand name of the company 32% of the respondent are says that agree ,20% of the
respondent are says that average, 16% of the respondent are says that disagree and
16% of the respondent are says that quality of the products is strongly disagree.
Previous Experience of the company 28 % of the respondent are says that agree ,12
% of the respondent are says that average, 16% of the respondent are says that
disagree.
advertisement of the company 28 % of the respondent are says that agree ,20% of the
respondent are says that average, 14% of the respondent are says that disagree and 16
% of the respondent are says that quality of the products is strongly disagree
The above table 3.20 find that the 30% of the respondent are strongly agree with
Family/friends opinion , 26% of the respondent are says that agree ,16 % of the
respondent are says that average, 14% of the respondent are says that disagree and 14
% of the respondent are says that quality of the products is strongly disagree
The above table 3.21 find that the 24% of the respondent are strongly agree with Sales
promotional activities of the company ,24% of the respondent are says that agree
,20% of the respondent are says that average, 18% of the respondent are says that
disagree and 14 % of the respondent are says that quality of the products is strongly
disagree.
The above table 3.22 find that the 26% of the respondent are highly satisfied with the
Flavor of the products ,30 % of the respondent are says that satisfied with the Flavor
of the products ,20% of the respondent are says that normal with the Flavor of the
products , 10% of the respondent are says that poor the Flavor of the products and 14
% of the respondent are says that very poor.
aroma of the products, 30 % of the respondent are says that satisfied with the aroma
of the products ,16% of the respondent are says that normal with the aroma of the
products , 20% of the respondent are says that poor, and 10% of the respondent are
says that very poor
packing the product 30 % of the respondent are says that satisfied,16% of the
respondent are says that normal , 20% of the respondent are says that poor, and 10%
of the respondent are says that very poor.
The above table3.25 find that the 24% of the respondent says that Good quality of the
cotton product, 26% of the respondent says that Affordable price of the cotton
product, 18% of the respondent says that Timely availability of the cotton product,
16% of the respondent says that Easy applicability of the cotton product, 16 % of the
respondent says that Easy applicability of the cotton product,
The above table3.26 find that the 28 % of the respondent are highly satisfied with the
Products compared with the others substitutes available in the market, 24 % of the
respondent are says that satisfied, 22% of the respondent are says that dissatisfied ,
26 % of the respondent are says that highly dissatisfied
friends/relatives opinions influenced you to buy sree lakshimi organic cotton products
,32% of the respondent are says that agree 20% of the respondent are says that
disagree.
Dealer Influence of Brand name on purchasing decision ,26% of the respondent are
says that agree.18 % of the respondent are says that disagree and 24 % of the
Influence of Quality on Purchase Decision ,32% of the respondent are says that
agree.20% of the respondent are says that disagree and 24 % of the respondent are
says that quality of the products is strongly disagree
SUGGESTION
An attempt has been made to suggest to the sree lakshmi organic cotton industry a
few measures. These suggestions have been made within the preview of the data
available.
The company must go for some more promotional activities rather than TV,
advertisement, hoarding and news papers.
The company has to conduct the periodical meetings with customers and take their
valuable suggestions.
The company may adopt policy of discounts cards and gifts to customers while
purchasing the products.
Innovative efforts must be launched to improve the position through better marketing
strategies. Innovative packaging can give a company an advantage over competitors.
The store staff should be trained adequately so as to convince the Potential buyers,
because his performance on jobs has great impact on sale of a produ
CONCLUSTION
The study undertaken has highlighted certain facts.
They are The important factors that influence the purchase decisions for a SREE
LAKSHIMI ORGANIC COTTON INDUSTRY AT KARUR.
Besides the factors mentioned above the other important factors that
Influence the purchase decisions were found to be advertising and
Price.
Sales promotion program taken up by the company is also popular
Among the respondents.
The product is very much popular for its easy availability
BIBLIOGRAPHY
TEXT BOOKS
Consumer decision making r: Albert J. Dells Bittas
Consumer decision making: David L. Loudon
Principles of Marketing: Philip Kotler
Marketing Management: Philip Kotler

WEBSITES:
www.Decision making.com
www.panthalone.com
www.futuregroup.com
ANNEXURE
A STUDY ON CONSUMER DECISION MAKING IN SREE LAKSHMI ORGANIC

COTTON INDUSTRIES
PERSONAL DETAILS
1. Name
2. Age of the respondent
a) Below 30
b) 30-35
c) 35-40
d) Above 40
3. Gender
a) Male
b) Female
4. Maritial status of the respondent
a) Married
b) Unmarried
c) Widow
d) Others
5. Educational qualification
a) diploma
b) Graduate
c) Post graduate
d) Master degree
6. Occupation of the respondent
a) Business
b) Military
c) Others
7. Monthly income
a) Below 30000
b) 30000-40000
c) 40000-50000
d) Above 50000
8. Experience of the respondent
a) 1-2years
b) 2-3 years
c) 3-4 years
d) Above 5 years
METHOD OF DISTRIBUTE THE YOUR PRODUCT
8. Are you a brand loyal customer?
a) Yes
b) No
9. Which attributes did attract you to purchase branded products?
a) Rank these attributes

b) in order of their importance to you
c) Brand Name
d) Transparent Price
10. What was the reason for the delay between the purchase decision and the actual purchase?
a) Financial constraints
b) Waiting for more innovative product
c) Waiting for market responses
d) Others
11. What influenced you to buy the above stated brand(s)
a) Advertising
b) Shop Display
c) Word of mouth
d) Family
CONSUMER DECISION MAKING
12..If you are a customer of sree lakshimi organic cotton products, how long have you been
buying it?
1. Below 6 months
2. 1 year
3. 1-2 year
4. Above 2 year
13. Do you think the advertisement of sree lakshimi organic cotton Products has a major
influence in your buying decision?
a) Strongly agree
b) Agree
c) Average
d) Disagree
e) Strongly disagree
14. PLEASE RATE THE FOLLOWING FACTORS WHICH INFLUENCE YOUR

PURCHASE DECISION.
(Strongly agree-5, Agree-4, Neutral-3, Disagree-2, and Strongly Disgree-1)

No Factors Rate
i. Price of the product
ii. Quality of the product
iii. Availability of the product
iv. Brand name of the company
v. Previous Experience
vi. Advertisements
vii. Family/friends opinion
viii. Sales promotional activities
CONSUMER SATISFACTION
15. Please rate your satisfactory level of sree lakshimi organic cotton products based on the
following features.(Highly satisfied-5, Satisfied- 4, Normal-3, Poor- 2, Very poor- 1]
No Factors Rate
i. Price
ii. High quality
iii. Brand name
iv. Availability of the products
v. Flavor of the products
vi. Aroma of the products
vii. Packaging
EXPERIENCE
16. Rank the following factors based on your experience on sree lakshimi organic cotton
Products?
No Factors Rank
1 Good quality
2 Affordable price
3 Timely availability
4 Easy applicability
5 Reliability
SATISFACTION OF SELECTED BRAND
17. How satisfied are you with sree lakshimi organic cotton products Products compared
with the others substitutes available in the market?
a) Highly satisfied
b) Satisfied
c) Dissatisfied
d) Highly Dissatisfied
18. Has your friends/relatives opinions influenced you to buy sree lakshimi organic cotton
products Products?
a) Strongly agree
b) Agree
c) Disagree
d) Strongly disagree
19. Dealer Influence of Brand name on purchasing decision
a) Strongly Agree
b) Agree
c) Disagree
20.. Influence of Quality on Purchase Decision
a) Strongly Agree
b) Agree
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Asarudeen Full Report

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A STUDY ON CONSUMER DECISION MAKING IN SREE LAKSHIMI ORGANIC

COTTON INDUSTRY AT KARUR

An economic choice may also be called as economic decision. An individual living in

Dr Milner is currently a Lecturer at the Sydney Business School, Australia. Dr Daniela

POPULATION AND SAMPLE SIZE

1. Direct conversation with the employees.

Various records of the company.

SCOPE OF THE STUDY

The study could be used in designing the motorcycles to the expectations of

COMPANY PROFILE AND INDUSTRY PROFILE

SREE LAKSHIMI ORGANIC COTTON INDUSTRY

Company Name: SREE LAKSHMI ORGANIC

Karur- 639 001.

Sree Lakshmi Organic Cotton Spinners Private Limited Profile:

Class of Company: Private

About Sree Lakshmi Organic CottonTextile:

Sree Lakshmi Organic CottonTextile Company LTD though a relatively new

With strong business acumen, successfully demonstrated by its Promoter, the

INTRODUCTION ABOUT TEXTILES INDUSTRIES

Definition for Textile:

Sree Lakshmi Organic CottonGarmentsn Textile Industry:

Overview Textiles Industry:

Sree Lakshmi Organic CottonGarmentss presence in the international market is significant

Textile Industry Structure:

The Textile and Apparel supply chain

TEXTILE INDUSTRY HISTORY

SREE LAKSHMI ORGANIC COTTONGARMENTSN TEXTILE HISTORY:

THE COTTON TEXTILE INDUSTRY:

ALL ABOUT TEXTILE INDUSTRY:

3. Table linen & Kitchen linen

4. Curtains, drapes and furnishing fabr5. Blankets

6. Carpets & Floor covering

Textile manufacturing by pre-industrial methods

Textile manufacture during the Industrial Revolution

19th century developments:

Government initiatives and regulatory framework

Company Name: SREE LAKSHMI ORGANIC

Karur- 639 001.

Sree Lakshmi Organic CottonSpinners Private Limited Profile:

Corporate Identification Number : U17111TZ2005PTC012112

Class of Company: Private

VISION AND MISSION

Vision of Textiles Industry:

Mission of the Industry:

DATA ANALYSIS AND INTERPRETATION

AGE OF THE RESPONDENT

AGE OF THE RESPONDENT

Frequenc Percent Valid Cumulative

MONTHLY INCOME OF THE RESPONDENT

Frequenc Percent Valid Cumulative

MONTHLY INCOME OF THE RESPONDENT

Frequenc Percent Valid Cumulative

Frequenc Percent Valid Cumulative

Frequenc Percent Valid Cumulative

Frequenc Percent Valid Cumulative

Frequenc Percent Valid Cumulative

Frequenc Percent Valid Cumulative

FREQU PERCE VALID CUMULAT

Frequenc Percent Valid Cumulative

Frequenc Percent Valid Cumulative

Case Processing Summary

Experience * purchasedecision Crosstabulation

ONE SAMPLE TEST

ONE WAY ANOVA TEST