SUMMER TRAINING REPORT

CONSUMER BEHAVIOUR REGARDING GRASIM SUITINGS

On
BHIWANI TEXTILE MILL
Submitted in the partial fulfillment for the award of the degree of
MASTER OF BUSINESS ADMINISTRATION

Submitted to :- submitted by :-
Vibha rajgariah Reena sharma
Assistant professor MBA 3rd Sem
Department of management 16000102004

Session-2017-2018

DEPARTMENT OF MANAGEMENT
CH. BANSI LAL UNIVERSITY, BHIWANI
Established by the Government of Haryana under Act No. 25 of 2014
 CH. BANSI LAL UNIVERSITY, BHIWANI

DEPARTMENT OF MANAGEMENT

CBLU/MBA/2017/ DATE:-

DECLARATION

I Reena Sharma Roll No. 16000102004 Class MBA 3rd Sem of the Department of Management Ch. Bansi Lal
University, Bhiwani hereby declares that the Summer Training Report entitled consumer behaviour regarding
Grasim suitings is an original work and the same has not been submitted to any other Institute for the award of
any degree. A presentation of the Summer Training Report was made and the suggestions as approved by the
faculty were duly incorporated.

Signature of student

Signature of faculty

Countersigned

In-Charge, MBA
 Acknowledgement

Behind every success there are thousands. I wish to pay my gratitude to each one of them. At the outset, I wish
to express my gratitude towards my lovable faculty & thankful to all whom contributed the completion of this
report.
I am grateful PREETI (HOD) and to VIBHA RAJGHARIA (training coordinator) whose continuous
encouragement & willing cooperation provided me a great help in the preparation of this report.
I would also like to thank Mr. VIRENDR DALAL(Area sales manager, BTM.), Mr. Manohar Sharma (HR
Deptt, B. T .M) who guided me during training.
Last but not least I thank all of those who are responsible for the success of this report.
 PREFACE

With the globalization & liberalization, business management has becomes so difficult and environment so
complex that nothing less than The Best can survive in this business world. So the business manager must not
only be acquainted with the latest management tools and techniques, but he should also know how to implement
them.
Theory without practice is sterile; practice without theory is blind. So no, doubt, class room is
important but at the same time, project is also an integral part of a future managers curriculum .It gives him a
chance to apply the concepts in real life situations.
All M.B.A students are required to undergo training report in 2nd semester. I have done my training under Mr.
VIRENDER DALAL. The project given to me that is Consumer Behavior. On the Basis of the survey
conducted, I have concluded the findings and recommended.
 CONTENTS

1. Chapter 1- introduction to consumer behaviour .

2. Chapter 2- literature review
3. Chapter 3- industry profile
4. Chapter4 objectives of the study.
5. Chapter 5- research methodology
6. Chapter 6-data interpretation and analysis
7. Chapter 7- findings
8. Chapter 8- conclusion
9. Chapter9- suggestion
10. Chapter10-refrences
11. Chapter 11- questionaire
Chapter 1.

Introduction
To
consumer behaviour
 Consumer Behavior

Introduction to customer behavior

The study of consumers helps firms and organizations improve their marketing strategies by understanding
issues such as how
The psychology of how consumers think, feels, reason, and select between different alternate (e.g. brands,
products)

The psychology of how the consumer is influenced by his or her environment (e.g., culture, family, signs,
media);
The behavior of consumers while shopping or making other marketing decisions;
 Limitations in consumer knowledge or information processing abilities influence decisions and marketing
outcome;
How consumer motivation and decision strategies differ between products that differ in their level of importance or
interest that they entail for the consumer; and
How marketers can adapt and improve their marketing campaigns and marketing strategies to more effectively
reach the consumer.

One "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the
processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs
and the impacts that these processes have on the consumer and society." Although it is not necessary to
memorize this definition, it brings up some useful points:
Behavior occurs either for the individual, or in the context of a group (e.g., friends influence what kinds of
clothes a person wears) or an organization (people on the job make decisions as to which products the firm
should use).
Consumer behavior involves the use and disposal of products as well as the study of how they are purchased.
Product use is often of great interest to the marketer, because this may influence how a product is best
positioned or how we can encourage increased consumption. Since many environmental problems result from
product disposal (e.g., motor oil being sent into sewage systems to save the recycling fee, or garbage piling up at
landfills) this is also an area of interest.
Consumer behavior involves services and ideas as well as tangible products.
The impact of consumer behavior on society is also of relevance. For example, aggressive marketing of high
fat foods, or aggressive marketing of easy credit, may have serious repercussions for the national health and
economy.

Definition of customer behavior

 By definition customer behavior is to know about the customers way to obtain, use and dispose products. It's
important for marketing to know the customer behavior by using different strategies. There are so many
different ways to influence customers like new products, promotions, advertisement, good quality and price

Characteristics affecting of consumer behavior

Culture factor

Culture

The set of basic values, perceptions, wants, and behavior learned by a member of society from family and other
important institution.

Subculture

A group of people with shared value systems based on common life experiences and situation.
Social classes

Relatively permanent and ordered divisions in the society whose members share similar values, interest and
behaviors.

Social factor

Reference group

Two or more people who interact to accomplish individual or mutual goals.

Family buying decision: Depending on the production and situation, individual family members exert different
amount of influence.
Role of status: A person belongs to many groups-families, clubs, organization. The person position in tat us
each group can be defined in terms of both role and status.

Personal factor
Age and life cycle stage: People change the goods and services they buy over their lifetimes.
Occupation: A persons occupation affects the goods and services bought.
Economics situation: A persons economic situation will affect product choice.
 Psychological factor
Motivation: Motivators researchers collect in depth information from small samples of consumers to uncover
the deeper motives for their product choice.
Perception: The process by which people select, organize, interpret information to form a meaningful picture of
the world.
Learning: Changes in individual behavior arising from experience.
Belief: A descriptive thought that a person holds about something.
Attitude: A person consistently favorable or unfavorable evaluations, feelings and tendencies toward an object
or idea.

Chapter no-2

LITERATURE REVIEW
 LITERATURE REVIEW

A brief review of some studies conducted in the context of family decision making is, given below:

Curtis P. Haugtvedt, Paul Herr, Frank Kardes,Erlbaum,(2008)

The author will concentrate on the various ways affect influences judgment and choice rather than on broader
and historical perspectives. These will include the role of affect in information retrieval, differential processing
of affectively colored information (including the role of affect in strengthening mental associations and memory
consolidation), how and when affect provides information that influences judgments and decisions, and the
motivational role of affect in guiding behavior and signaling the need for changes in vigilance, intensity, and
direction.

Building Global Textile and Apparel Brand Image Strategies:

S.forsyth,j.kim (2001) This year we focused on identifying the imapct of tangible performance attributes;
intangible image attributes and price on overall perception of value and intention-to-buy US branded apparel
products. We developed a conceptual framework for understanding the impact of apparel attributes on
consumers

.
Effects of Brand Preference, Product Attributes, and Marketing Mix Variables in Technology Product
Markets
Austin, J., Siguaw, J.A. & Mattila , A.S. (2003)., the proposed model accounts for the effects of
brand preferences, model attributes and marketing mix variables on consumer choice. First, we carry out a
simulation study to ensure that our estimation procedure is able to recover the true parameters generating the
data. Then, we estimate our model parameters on data for the U.S. digital camera market. Overall, we find that
the effect of dynamics in the intrinsic brand preference is greater than the corresponding effect of the dynamics
 in the brand's product line attractiveness. Assuming plausible profit margins, we evaluate the effect of increasing
the advertising expenditures for the largest and the smallest brands in this category and find that these brands
can increase their profitability by increasing their advertising expenditures. We also analyze the impact of
modifying a camera model's attributes on its profits. Such an analysis could potentially be used to evaluate if
product development efforts would be profitable.

Tourists' attitudes towards textiles and apparel-related cultural products: A cross-cultural marketing
study.
Yuri Leea, Soyoung Kim(2008)This study examined American, Korean, and Chinese female
consumers' evaluations of and purchase intentions towards Korean textiles and apparel-related cultural products.
This study also investigated how a consumer's evaluations of Korean textiles and apparel-related cultural
products are related to novelty-seeking tendency, world-mindedness, and familiarity with Northeast Asian
culture on the part of female tourists. Novelty-seeking appeared to be useful only when predicting how one will
respond to cultural products from other countries and cultures, but not from one's own. Regardless of the
sample, respondents' evaluations of the color and design of the product stood out as the most important
indicator, across all four products, of how much they would like a given product, and further, would also like to
purchase the product. Northeast Asian design contributed to favorable purchase intention even for those who are
from Northeast Asia, indicating that fashion cultural products are not targeted only at those from other cultures.

To know the effect of the perception on Indian Urban Female Consumer Buying Behavior Dr. Avinash
Kapoor and Dr. Chinmaya Kulshrestha (2008)
Products Convey different meanings to different people, consumers form differing attachments tothem. Unique
consumer-product relationships develop specific to the individual and the situation, but the nature of the product
is also highly relevant. The meaning of products may ultimately depend more on the nature of consumers rather
than the nature of products,
Understanding how involved consumers become in their apparel - that is, their attachments to them-
provides a deeper understanding of the dynamics of consumer behavior and the nature and role of the product
category of fashion (Martin, 1998).
Evard and Aurier (1996) found that involvement is placed at the heart of the person-object
relationship and the relational variable most predictive of purchase behavior (Martin, 1998). Contemporary
fashion experts indicate that consumers are often distributed across a wide range of fashion consciousness and
behavior.
 Consumer Decision-making at an Internet Shopbot
Martin Natter(2008)
it is important to carefully assess the relevance of new information sources for shoppers. Our study gives
insights regarding the impact of the availability of the chart itself as well as chart characteristics emerging
from product depreciation over time and past market turbulence. Specifically, we investigate the role of trend
and variance on (1) purchase timing, (2) price expectations, and (3) decision quality. Using the heuristic-
systematic model (HSM), we experimentally test the effects of price charts on consumer behavior. Our analysis
shows that price charts are a relevant source of information for consumers. Most importantly, we find that chart
information about past prices makes shoppers defer their purchase decisions to obtain a better price. The trend
of a price chart has a stronger impact on consumer behavior than variance, more gently declining charts
especially contributing to an improved decision quality, steeply declining price charts adding more to the
optimization of consumers' wait or buy decision.

How Environmental Cues Influence Product Evaluation and Choice

Grainne Fitzsimons(2007) the authors find that products are more accessible, evaluated more
favorably, and chosen more frequently when the surrounding environment contains more perceptually- or
conceptually-related cues. The findings highlight the impact of frequent - in addition to recent -priming in
shaping product evaluation and choice: More frequent exposure to perceptually- or conceptually-related cues
increases product accessibility and makes the product easier to process. This increased accessibility, in turn,
influences product evaluation and choice, which are found to vary directly with the frequency of exposure to
conceptually-related cues. These results support the hypothesis that conceptual priming effects can have
strong impact on real-world consumer judgments.

The Impact of Price Disclosure on Dynamic Shopping Decisions

Benedict G. C. Dellaert (2005)This paper addresses the differential impact of disclosing either only
current, or both current and future prices, on consumer shopping decisions in multi-period tasks involving
multiple product purchases. In the context of an Internet-based experiment, we find that consumer expenditure
deviates more strongly from that of a normative model when both current and future prices are disclosed than if
only current prices are disclosed. We investigate the behavioral effects underlying this finding by estimating a
model that allows for variations in consumer discounting, strength of store price format preferences, as well as
choice consistency between different price disclosure conditions.
 Me, Myself, and My Choices: The Influence of Private Self-Awareness on Preference-

BehaviorConsistency,Caroline Goukens (2008)

Research presented in this article examines the impact of private self-awareness on consumer decision making.
Three studies report converging evidence that by increasing self-awareness, consumers encounter fewer
problems in determining their product attitudes and, thereby, behave in a way that is more consistent with their
own personal product preferences. In study 1, the authors found that the compromise effect and the attraction
effect are both dramatically reduced under self-awareness, suggesting that self-awareness helps individuals in
identifying which attributes are really important to them. This conjecture was confirmed by study 2, in which it
was found that the effect of self-awareness on context effects was mediated by more articulated attribute
preferences and indistinguishable from the effects of a manipulation that induced people to think of their
preferences in advance. In study 3, the authors found that self-aware consumers are more likely to stick to their
personal favorite choice options when composing a product set. These findings are consistent with the idea that
self-awareness increases consumers' sense of their personal attitudes towards each choice option.

. The Role of Conscious Awareness in Consumer Behavior

Tanya L. Chartrand (2008) Consumer behavior can be influenced by mental processes that
occur outside of conscious awareness. It is argued that in each domain of automaticity, researchers should
specify the aspects of which consumers are presumably unaware. Three types of awareness are identified. These
include awareness of (a) the environmental features that trigger an automatic process, (b) the automatic process
itself, and (c) the outcome of that automatic process. Individuals may be unaware of one or more of these stages,
thereby making the process no conscious. With additional clarity regarding which aspects are no conscious in
which domains and the specific role that awareness plays, we can begin building a more comprehensive model
of no conscious processes in consumer behavior.

Values, environmental attitudes, and buying of organic foods

Suzanne C. Grunerta, (1999),

Results from a study with Danish school teachers on their values, environmental attitudes, and buying of
organic foods are reported. The objective was to investigate the applicability of the Schwartz value theory and
measurement approach (Schwartz, 1992) in explaining specific aspects of consumer behaviour. This theory was
developed within a general social psychology framework and has been tested cross-culturally for some 90
samples in 45 countries. Using smallest space analysis, cluster and discriminant analysis, the explanatory power
of values for environmental attitudes, and the relationships between attitudes and buying of organic foods were
assessed in order to determine which values are relevant for environmentally concerned versus unconcerned
consumer behaviour.
 Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of EvidenceValarie

A. Zeithaml(2010)Evidence from past research and insights from an exploratory

investigation are combined in a conceptual model that defines and relates
price, perceived quality, and perceived value. Propositions about the concepts
and their relationships are presented, then supported with evidence from the
literature. Discussion centers on directions for research and implications for
managing price, quality, and value.

Organizational buying behavior: past performance and future expectations

Jagdish N. Sheth(1996) Focuses on future academic research in organizational buying behavior.
Concludes that purchasing function is dramatically shifting from the transaction-oriented to the relational-
oriented philosophy, and it is also shifting from domestic to global sourcing. This will change the role, processes
and strategies of procurement and, therefore, new research opportunities will emerge for academic scholars.
These include understanding suppliers as customers; cross-functional supplier teaming; economic value of
supplier equity; supply experience curves; hub and spoke organization; bonding with suppliers; global sourcing
processes; cross-cultural values in purchasing; cross-national rules and regulations; and service procurement.

The complex relationship between consumer satisfaction and brand loyalty

JosM. M. Bloemera, (1994) First, in defining brand loyalty, a distinction is made between repeat
purchasing behavior and brand loyalty. Next, true brand loyalty is distinguished from spurious brand loyalty.
Second, two types of consumer satisfaction are distinguished based on the amount of elaboration upon the
evaluation of the brand choice: manifest satisfaction and latent satisfaction.It is hypothesized that the positive
relationship between manifest satisfaction and true brand loyalty is stronger than the positive relationship
between latent satisfaction and true brand loyalty. In other words, a moderator effect of the amount of
elaboration upon the relationship between consumer satisfaction and true brand loyalty is expected and found.
Also, some other effects are found indicating that the relationship between consumer satisfaction and brand
loyalty is not simple and straightforward

INVOLVEMENT: A POTENTIALLY IMPORTANT MEDIATOR OF CONSUMER BEHAVIOR

Andrewa Mitchell(1995)
 Although "involvement" has the potential of being an important mediator of consumer behavior, our current understanding
about its effects are limited. The primary reason for this seems to be our general failure to develop a publicly acceptable
conceptual definition of "involvement", valid measures of it and procedures for manipulating it in the laboratory. Until this
is accomplished the quality and quantity of empirical research in this area will be limited. The papers in this session, in
general, reflect this problem. [ABSTRACT FROM AUTHOR] Copyright of Advances in Consumer Research is the
property of Association for Consumer Research and its content may not be copied or emailed to multiple sites or posted to
a listserv without the copyright holder's express written permission. However, users may print, download, or email articles
for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy .

Wells and Gubar (1966) identified stages which were expected to lead to greatest purchasing involvement as
those in which children were present. They described that discretionary income is low in these stages which
makes the act of purchasing more personally relevant since value oriented buying is necessary to achieve the
expected standard of living of the family.

Davis and Rigaux (1974) obtained information about marital roles at each of the three decision stages (problem
recognition, search for information and final selection) for 25 household product decisions. While no significant
differences were found in average relative influence across the three decision stages, the proportion of couples
in the joint category was significantly greater for the information-search phase than the problem recognition and
final selection phases.

Hempel (1974) and Slama & Taschian (1985) validated that education of a spouse was positively related to
search behavior in individuals, with higher levels of c education producing greater propensity to search for
information and alternatives before making final purchases.

Verma (1982) concluded that as initiators of idea or influences in decision making, all family members
particularly husbands, wife and children prove to be important. But as deciders and buyers, the male members,
particularly, the heads of the family play more effective roles.

According to Bloch and Richins (1983), nature of product was also found to play an important role in
determining the level of consumer involvement. Purchase of durables has often been described as high
involvement decisions.
 Slama and Taschian (1985) proposed that independent of the product class, there are some persons who tend to
be more involved in the consumer decision process.

The findings revealed that those people are women who have children , moderate L income and relatively high
education. They also empirically validated a curvilinear relationship between purchasing involvement and
income; with moderate levels of j income producing the highest level of purchasing involvement, while the
families in low and high income groups are relatively less involved.

Burns and Foxman (1989) suggested that investigation of wifes employment and purchasing behavior must be
sensitive to the interplay between a) increased family purchasing power and b) decreased wifes discretionary
time. They proposed that income has confounding effects and role overload acts as a moderating variable in
accounting for differences between working and non-working women. They summarized role load as a single
composite variable to capture the effects of all time commitment made by the married women. While
developing a preliminary model to study and explain the use of advertising as information source for married
women, they identified that variables such as number of children, wifes work week length, wifes age and
education were determined variables; wifes role load and family income were moderate variables whereas use
of advertising was the outcome variable.
Chapter no-3

INDUSTRY PROFILE

INDUSTRY PROFILE
Background
Textile plays a major role in Indian economy:
i. It contributes 14% to industrial production and 4% to GDP.
ii. With over 45 million people, the industry is one of the largest sources of employment generation in
the country.
The industry accounts for nearly 15% of total exports.
The size of Indias textile market in 2016 was around US$ 137 billion, which is expected to touch US$
226 billion market by 2023, growing at a CAGR of 8.7% between 2009-23E.
As of June 2017, the central government is planning to finalize and launch the new textile policy in the
next 3 months. The policy aims to achieve US$ 300 billion worth of textile exports by 2024-25 and
create an additional 35 million jobs.
Production of Raw Cotton in India grew from 28 million bales in FY07 and further increased to 35.1
million bales in FY17.
During FY07-17, raw cotton production expanded at a CAGR of 2.3%.
During FY16 (1), of the overall amount of raw cotton produced in the country, domestic consumption
totaled to 30 million bales, while FY15 (1), the domestic consumption of raw cotton stood at 30.4
million bales.
Raw cotton and man-made fibers are major segments in this category.
The textile sector is the second largest provider of employment after agriculture.
India has overtaken Italy, Germany and Bangladesh to emerge as the worlds second largest textile
exporter.

Various Categories
Indian textile industry can be divided into several segments, some of which can be listed as below:
Cotton second largest cotton and cellulosic fibres producing country in the world.
Silk India is the second largest producer of silk and contributes about 18% to the total world raw silk
production.
Wool India has 3rd largest sheep population in the world, having 6.15 crores sheep, producing 45
million kg of raw wool and accounting for 3.1% of total world wool production. India ranks 6 th amongst
clean wool producer countries and 9th amongst greasy wool producers.
Man-Made Fibres the 4th largest in synthetic fibres/yarns globally.
Jute India is the largest producer and second largest exporter of the jute goods.

Introduction to company:

Grasim Industries Limited

Established in 1947, Grasim Industries Ltd. has displayed remarkable business acumen to grow both vertically
and horizontally. Grasim has tapped opportunities as a result of our dynamic approach to emerge as a leading
industrial giant of our country.
Today, Grasim Industries are more than industrial enterprises; they are a symbol of Indias search for
economic and industrial liberalization.

The Aditya Birla Group with a turnover of approximately US $715 million, the group enjoys a pioneer
status in numerous industrial disciplines. It tries to faster a simple corporate philosophy that is to achieve
perfection and excellence in all spheres. Its tradition is that of innovation, dynamism & experimentation.

Research and Development plays a vital role in its vertical and horizontal integrating programs. Human
Research Development is an integral part of the corporate policy. The programs aim at motivating and
enhancing efficiency at all levels. The search for excellence has made its diversifiers presence flat in various
sectors right from clothing clothing to infrastructure.

History of Grasim Industries Limited

(Fabric & Yarn Division)

In 1964, when the Punjab cotton Mills, now known as Bhiwani Textile Mill, was taken over by Grasim
Industries, little was known that another success story was being written Success at BTM was not by chance, but
by an attitude of accepting challenges .B.T.M. manufactures Polyester Viscose blended yarns and fabric.
Marketed under the brand name Grasim Suiting, the fabric is amongst the most popular name in

the country.

The uncompromising quality consciousness has made BTM was worthy of international quality
recognition. In 1994, BTM was awarded the prestigious ISO 9002 certification. Each process, from buying the
fiber to the finished fabric, is monitored by computerized machines and highly qualified workers and
technicians. Being a composite unit spinning, weaving and processing is done under one roof and there are
stringent quality checks at every stage.

In efforts to have its presence felt in the consumers mind, BTM frequently organize fabric shows dealers
conferences and one-to-one contact with retailers. The annual prestigious Grasim- Mr. India contest is a
tribute the Indian Male. The winner-up at the `Best Male Model of the world` contest.

MANUFACTURING PROCESS

Bhiwani Textile Mills manufacturing product types yarn and fabric. The main operations involved in the
production of yarn & fabric and called spinning and weaving respectively. We will discuss here in Brief, various
sub processes carried out in the executing of these operations.

Spinning:

This is the process of conversion of fiber (raw material) into yarn (output). Fabrics are two type natural and
synthetic fibers. But B.T.M. makes use of the latter only. Polyester, viscose, Acrylic, Nylon, Orlon, Triolobale
etc. are various sub-type of synthetic fiber, which are being used by B.T.M. The production system of yarn can
be shown as:
 Input Transportation Output

(Fiber) Process (Spg.) (Yarn)

The various sub process of spinning is executed in the following sequence

Mixing and Blowing-------> Carding----- > Drawing -------->simplex-------->Ring-------

>Frame----- -->Winding- ------->Doubling--------->Packaging

Mixing and blowing:

The two processes are executed on the same machine blender. The objective of mixing is to make a uniform and
homogeneous blend- of different types of fibers in ratio. This ratio is fixed by the blend specification required in
the desired final product i. e. yarn. The most demanded finer blend is polyester / viscose in the ration
65/35,48/52.35/65 etc. mixing results in loose turns of blended fiber, which then blowing process.

The main objective of blowing are cleaning; opening and lap formation form the tufts of fiber laps are nothing
but long uniform sheets of fiber wound round iron rods. Weight and Length of laps are standardized. Fiber at
this stage becomes free from any unwanted like

dust stone, sand etc

Carding:

Laps from blow room are brought to the carding machines. The main objectives of carding and sliver
formation of fibre. Hence, for the first time in the spinning process, the fibers are giving the form of a top. Silver
in fact are thick rope like structures of the fiber kept in big plastic drums. Carding removes every impurity from
fiber that had remained in it even after Blowing

Drawing:

Slivers are converted into more uniform slivers here. So both the input and output are slivers. The main
objective of Drawing is parallelization of fibers. It increases the uniformity and evenness of the fiber.

Simplex:
The sliver drums get converted into smaller `roving` here. The main objectives of this process are to increase the
length and strength of the rope from of the fiber. This is the stage prior to the final stage of yarn formation. For
the first time in the process of spinning. Twist is introduced here and tinning of the rope begins.

Ring frame:

The roving is converted into smaller sized bobbins in this process. The main objectives of `ring frame` are to
increase the twists and length of the roving from of fiber and thus convert it yarn the final product. So ring
frame is the final stage in yarn production. At this stage twists are given according to the customers
specifications. Due to excessive thinning, the yarn can break here. In order to avoid such breakage and
unevenness in the yarn, the relative humidity is kept at about 65%in this section.

Winding:

In this process yarn is wound on cones larger package in order to get a longer and continuous yarn length,
suitable for the weaving process. It also removes weak places in the yarn .The main functions of winding
machine therefore are to convert bobbins into cones and remove any slabs or fluffs from the yarn.Slub is a yarn
defect of unevenness (Thinker at some places).

Reeling:

Yarn can be wound in the form of hanks also in place of cones if the customer demands it so. The process of
making hanks is called reeling. Bobbins from ring frame are fed to the reeling machine & we get hanks.

Doubling:

Sometimes we require doubled yarn. This is mostly required to give some fancy effect. We can multiply (2,3or
more) yarn by the process of doubling. This involves two machines Cheese winding machine and doubling
machine. Cones from winding machines are fed to the cheese winding and we get bobbins, on which 2 or more
yarns are would in a parallel fashion. Then on doubling machines these parallel yarns are given twist according
to the specification .Here the bobbins again get converted into cones. Irrespective of colors. These designs are
called weaves & can be of various types mat twill, plains, double weave etc. In drawing in stage, yarn form
weavers beam is drawn through healed eye and reed (two parts used on loom to produce design) in accordance
with the predetermined design for a particular fabric. Without accurate drawing in process, it is impossible to
have desired design on loom. After drawing in the beam is ready for weaving.

Loom Seed:
Looms are the actual weaving machines. Here yarn runs in two directions lengthwise and breadth wise. The
yarn running lengthwise on the loom in called warp and the running breadth wise is called weft. The cloth
produced at this stage is called grey cloth. This is produced by inserting weft yarn in warp sheet according to the
predetermined design of reeds & picks Reed and pick are respectively the no of ends warp wise and weft wise in
one square inch of fabric. Which are essential parts of loom? The types of looms in the loom shed of B.T.M.

Weaving:

Synthetic yarn is used as the input in weaving process (in B.T.M.)And the end product obtained is fabric .So
Weaving is the process of converting yarn into fabric. The various operations involved in the process are
sequentially followed is the following manner:-

Warping --------Sizing--------Drawing-in------Loom

seed---mending----------Finishing----------Folding-----

packaging.

Warping:--

This is the first sub process in weaving .Here the yarn is used to form beams main objectives of warping are ---

# to form a beam

#to remove weal places which

#to remove slob and fluff etc.

Warping consists in arranging side by large, a large number of yarn ends to form a sheet of yarn wrapped round
an iron rod. This on the iron rod. This sheet on iron rod is called Beam.

Sizing:

Sizing is a chemical treating of yarn beams. The objectives of sizing are

# To provide further strength to the yarn to withstand the tension while running on the loom and hence reduce
breakage.

# To protect the yarn forms various types of insects.

Various material are used in sizing, to achieve the above mentioned objectives .These material include starch
adhesives fitting materials and insecticide sets. The beams after sizing are called Weavers Beam.
 Drawing In :

This is the stage where basic information takes place irrespective of the colors. These designs are called weaves
& can be of various types mat twill, plains double weave etc. In drawing in stage, yarn form weavers beam is
drawn through healed eye and reed two parts used on loom to produce design in accordance with the
predetermined design for a particular fabric.

Without accurate drawing in- process, it is impossible to have desired design on loom. After drawing in
the beam is ready for weaving.

Loom Shed :

Looms are the actual weaving machines. Here yarn runs in two directions lengthwise and breadth wise .The
yarn running lengthwise on the loom is called warp. And the running breadthways is called weft. The cloth
produced at this stage is called Grey cloth. This is produced by inserting weft yarn in warp sheet according to
the predetermined design of reeds & picks. Reed and pick are respectively the number of ends warp wise and
weft wise in one square inch of fabric. Which are essential parts of looms? The types of looms in the loom shed
of B.T.M. are:

Denier 66 Suzie 30
Seltzer is the advanced version of Denier.

Types of faults generally found after weaving:

1. Chira

2. Design Cut

3. Jala

4. Jhirly

5. Patti

6. Double Ends

7. Fourply
8. Wrong Drawn

9. Wrong denting

10. Shutter fly

11. Wrong pattern.

Mending:

The grey cloth form the loom shed is brought for mending. The full length of the cloth is manually checked
here, and the defects are removed by hand scissors and other equipment .Most of the removable defects in fabric
gets removed here.

Finishing:

Mended cloth id further processed in the finishing Section. Finishing is one of the most important processes,
because the fall, luster and drape of the final product i.e. cloth depends largely upon it. Some other functions
that this section can perform are making the cloth fireproof, shrink proof, wrinkle proof, water proof etc.Mainly
three processes are carried out in this section processing, Dyeing and printing.

Processing:

In this subsection the long thread which remain loosely attached to the surface of the fabric are removed first of
all .After that ,small hairy fibers projecting form the surface of the fabric and certain is impurities like dust and
waxy material etc. are also removed. The fabric is then thoroughly washed to remove Mandy from it .It is dried
then and passed on a Setter machine, where by the process of Heat set the shrinkage of cloth is removed, and by
chemical processing Lustier & shine are produces.

Dyeing and printing:

Fabric can be two types according to the dyeing process:

Top Dyed: Manufactured from already dyed yarn & Piece .dyed manufactured form untied gray yarn & hence
required dyeing. In the dyeing process, the polyester and

Viscose parts of the cloth are dyed separately because there

Chemical & condition, requirements vary. Polyester part is dyed by using the disperse dyes and at very high
temperature .But viscose part requires wet dyes (i.e. the days which are easily soluble in water. The fabric is
washed after dyeing both these parts.

Fabric printing is of two types screen printing & Roller printing.

But in the products of B.T.M printing is not usually required .After the processing for printing & or Dyeing the
fabric of every type is properly washed and dried.

Folding:

The finished fabric is brought to this section for checking and folding. It is also part of the quality control at
B.T.M. The fabric is manually checked inch by inch. This inspection is done for finding any faults and removing
them if removable .If faults cross a limit in certain quality, the fabric is rejected and sold under seconds.

The checked cloth is folded in the form of than and pent length standard length of a than varies from 6 to 12
meters, pent length is a length is 1.20 meters of cloths length of Cloth lesser than P.L. are graded as:-

Superior : 91 cm to 1.19 met.

Fents : 45cm to 90 cm.

Rags : 25 cm to 44 cm

Cindy : Below 25 cm

Packaging:

Each than is wrapped over a separate sheet of thick card board. Then each than is packed in a polythene bag
and sent to warehouse. Pent lengths are sent as such to warehouse i.e. without any packing. In warehouse, than
and P.L.S are packed in different package, according to the orders of the parties .The cloth is now ready to be
transport to the dealers.
Chapter -4

OBJECTIVES OF THE STUDY

 Objectives of Study:-

Objectives established the goal and the aims of business and determine its shape of future events .Objectives are
the way of achieving motives for profile or self service objectives represent a clear picture of activities which
are sought to be achieved. Main objectives of BTM as given in its memorandum of Association are:-

To know the preferences of the customer.

To study the attitude of the consumer towards Grasim product.

To check the satisfaction level of consumer regarding Grasim suiting.

Chapter -5

RESEARCH

METHODOLOGY
 Research Methodology

A research methodology is a way to systematically solve the research problem. In research methodology we
study the various steps that are generally adopted by researcher in studying in his research problem along with
the logic behind them.

Research in common parlance refers to a search for knowledge. Information is the life blood of managerial
decision making. The purpose of methodology section is to describe the research procedure by which the
relevant information is gathered.

This section comprises the research design, the data collection method, the sampling procedures and analysis
procedures.

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 Research Design is the conceptual
structure within which research is conducted. It is the overall operational pattern or framework of the project
that stipulates what information is to be collected from which sources by which procedure.

Depending upon the objective of the study, there are three research designs available: -

1. Exploratory Research.

2. Descriptive Research.

3. Experimental Research

4.

1.Exploratory Research :-

To gain familiarity with a phenomenon or to achieve new insight into it. Studies with this object in view are
termed as exploratory or formulate research studies.

2 Descriptive Research :

To portray accurately the characteristics of particular individual, situation of a group. Studies with this object
view are known as descriptive research studies.
 3.Experimental Research :

To determine the frequently with which something occurs or with it is associate with sometime else. Studies
with this object in view are known as diagnostic research studies.

I made descriptive research for my report.

During training after studying the process of manufacturing of cloth by BTM, I was interested in knowing that
how the product is transferred to final buyers. So I did market survey of Retail outlets. Retailers finally conveys
the product to end users so they helped me to know the customer's like and dislikes for this purpose I did market
research of Retail outlets in Rohtak and Bhiwani of about 30 Retails

Sample size:
The sample size is selected around 50.

DATA COLLECTION
Primary data
Primary survey was conducted to assess the market structure, size and growth trends of the sector in India. The
primary survey was carried out through interviews based on structured questionnaires from retailers, suppliers,
local market & relatives in Delhi/NCR , Haryana.
Secondary data
It will be collected through the old research and internet, and old data which is place in the Company
Macro-economic scenario of Indian economy
Import-Export data
Company Websites

Catalogues of Indian manufacturing and marketing companies

Chapter-6
DATA INTERPRETATION

AND

ANALYSIS
Part A: PERSONAL DATA

Table 1.1: Age of Respondents

Age Group No. of Respondents % of Respondents

18-23 15 33.33
24-28 18 40
29-33 9 20
34-39 3 6.67
Total 45 100

Table 1.3: Marital Status of Respondents

Status No. of Respondents % of Respondents

Single 30 66.67
Married 15 33.33
Total 45 100

Table 1.4: Experience of Respondents

Experience in years No. of Respondents % of Respondents

0-3 33 73.33
4-6 9 20
7-9 3 6.67
Total 45 100
Part B TABULATION OF RESPONSES

1.How much importance do you give to each of these parameters before buying appare?

No. of respondents % of respondents

Quality 15 30
Comfort 8 16
Style 5 10
Price 8 16
Aethetics 2 4
Brand 6 12
Fashion sense 6 12
Total 50 100%

INTERPRETATION: -Quality is ranked to the highest with 30 % following comfort and price with 16 %.

Q2. What is the frequency of purchase of fabrics for shirt, pants, suit etc?

Response No. Of respondents % of respondents

Once in 3 months 10 20
 Once in 2 months 23 46
Once in a month 12 24
More than once in a month 5 10
Total 50 100

INTERPRETATION:- frequency of purchase is once in two months is 46% , once in a month is 24%.
Q3 Average yearly expenditure on purchase of such fabrics

Response No. Of respondents % of respondents

1000-2000 10 20
2000-4000 10 20
4000-8000 25 50
8000 and above 5 10
Total 50 100

INTERPRETATION:-4000-8000 is chosen 50% of respondents ,2000-4000 is chosen by 20%of

respondents.
Q4. Your preference for any brand if yes, reason for your preference.

Reasons No. Of respondents % of respondents

Brand loyalty 20 40
Quality 10 20
Availability 8 16
Value for money 5 10
Style 5 10
Others 2 4
Total 50 100

INTERPRETATION:- Reason for preference is brand loyaly with 40%. And then quality with 20%
 Q4.how much influence do these people have on your purchase

No. Of respondents % of respondents

Friends 8 16
Family 10 20
Spouse 2 4
Self 30 60
Total 50 100

INTERPRETATION:- 60% Respondents are influenced by oneself.

Q5.Do you tend to buy more when there are sales discounts and offers?
 No.of respondents %of respondents
Always 25 50
Sometimes 20 40
Never 5 10
total 50 100

INTERPRETATION:- Majority purchases when there are discounts and sales offers.
Q6. Under which price range you generally like to purchase fabrics (price per meter)?

No. of respondents % of respondents

200-400 15 30
500-600 20 40
Above 600 15 30
Total 50 100

INTERPRETATION:-500-600 is most preferable price range among customer.

Q9.Availability of Grasim products on retail stores?

No. of respondents % of repondentant

High 15 30
Normal 30 60
Average 5 10
Total 50 100

INERPRETATION:- availability of Grasim suitings is normal at the retail stores.

Q10.purchase Grasim suitings for ?

 No. of respondents %of respondents
Trouser 12 24
Safari 6 12
Suits 20 40
Shirt 15 30
Others 2 4
Total 50 100

INTERPRETATION:- Suits and shirts are mostly purchased by the respondents in comparison to trouser and
safari.
Chapter -7

FINDINGS
 FINDINGS

1. Quality is rated highest in regard to other parameters before buying.

2. Mostly purchases has been placed once in three months.
3. Average yearly expenditure is in between 4000-8000
4. Mostly respondents are influenced by onself for purchasing. Neither friends and nor family have any
much impact on purchasing
5. Availability of Grasim suitings on retail stores is normal.
6. Grasim suitings are mostly purchase for shirts and suits.
7. Marketing is average and need improvement.
CHAPTER-8

CONCLUSION
 CONCLUSION

It is the brief study to understand about the consumer behaviour towards Grasim suitings. Analysis of all the
facts and figures and experience gain during study is impressive. It is quite clear that without studying consumer
behaviour no company can gain success.
From the report it can be well identified that focus of the company is mainly on customer satisfaction.customer
feedback is taken time to time and alterations are done in the 5Ps of marketing.
Improving from time to time is necessary to survive and achieve organizational goal.
The study help to obtain suggestion for improvent in policies and to improve marketing efforts and also
suggestions were given for the satisfaction of customer.
I have carried out my study on consumer behaviour and I have felt that the company is putting efforts to win
market share as well as growth in market.
The project work is very beneficial for me and the guidance and support receive from all during the course of
my project was very encouraging
CHAPTER -9

SUGGESTION
 SUGGESTION

1. Range of the product should be more like Raymond & Siyaram.

2. Rates should be firm. They should not fluctuate from time to time.

3. Discount Policy should be improved (Cash discount should be increased).

4.Advertising awareness of Grasim is very less in comparison to other brands like Raymond.

5. Advertisement should be there advertising media should be T.V. (star plus ,Zee TV)just before starting or in
between the popular programmed.

6.The organization should start gift or incentive schemes directly for the customers like,cupan & draw scheme
etc.

7.There should be gift or incentive schemes directly for the retailers which should at least equal to other
Competitors like Raymond &Siya ram etc.

8.Posters should be attractive, impressive and ideas in a posters should be latest and should not be old ones.

9. Short boards and hoardings should be given to retailers to put in front of their short to increase publicity.
CHAPTER 10

REFRENCES

REFERENCES
 Reference to web page:-

Building Global Textile and Apparel Brand Image Strategies

http://www. http://www.auburn.edu/~forsysa/NTC/index.htm
(Project No.: I98 A06 Competency: Intelligent Systems)

Effects of Brand Preference, Product Attributes and Marketing Mix Variables in Technology Product
Markets
www.zibs.com/techreports/Digicam_Paper_Final.pdf -

Tourists' attitudes towards textiles and apparel-related cultural products: A cross-cultural marketing
study
http://www. linkinghub.elsevier.com/retrieve/pii

The effect of perception on Indian urban female consumer buying ...

http://www.corecentre.co.in/Database/Docs/DocFiles/urban_female.pd

Modeling Preferences for Common Attributes in Multi-Category Brand Choice.

papers.ssrn.com/sol3/papers.cfm?abstract_id=481665 - Similar

Consumer Decision-making at an Internet Shopbot

digital.mit.edu/research/papers/137_erikbinternetshopbots.pdf - Simil

How Environmental Cues Influence Product Evaluation and Choice

papers.ssrn.com/sol3/papers.cfm?abstract_id=977087

The Impact of Price Disclosure on Dynamic Shopping Decisions

www.springerlink.com/index/WK53467616GP4530.pdf

Me, Myself, and My Choices: The Influence of Private Self-Awareness on Preference-Behavior

Consistency
ideas.repec.org/p/ner/leuven/urnhdl123456789-120604.html

The Role of Conscious Awareness in Consumer Behavior

Journal of Consumer Psychology
Volume 15, Issue 3, 2005, Pages 203-210
Values, environmental attitudes, and buying of organic foods
 Journal of Economic Psychology
Volume 16, Issue 1, March 1995, Pages 39-62

author. Tel.: +45 66 158600, ext. 3228; Fax: +45 66 155129.

Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence.
Valarie A. Zeithaml
The Journal of Marketing
Vol. 52, No. 3 (Jul., 1988), pp. 2-22
(article consists of 21 pages)
Published by: American Marketing Associations
Stable URL: http://www.jstor.org/stable/1251446

Organizational buying behavior: past performance and future expectations

Author(s): Jagdish N. Sheth, (Kellstadt Professor of Marketing at Goizueta Business
School, Emory University, Atlanta, Georgia, USA)

Citation: Jagdish N. Sheth, (1996) "Organizational buying behavior: past

performance and future expectations", Journal of Business & Industrial
Marketing, Vol. 11 Iss: 3/4, pp.7 24

INVOLVEMENT: A POTENTIALLY IMPORTANT MEDIATOR OF CONSUMER BEHAVIOR

: A potentially important mediator of consumer behavior - Mitchell - Cited by 190
and operationalization of involvement - Antil - Cited by 192
Measuring the involvement construct - Zaichkowsky - Cited by 1995
In Advances in Consumer Research, Vol. 6, No. 1. (1979), 191-196

Wells and Gubar (1966) ), Product related Antecedents of Consumer Involvement

Hempel (1974) and Slama & Taschian (1985) - Consumer Behavior and Managerial Decision Making,
Second Edition, PP 23,4.

Davis, H.L. & Rigaux, B,P. (1974), Perception of Marital Roles in Decision Process, Journal of
Consumer Research, June3, p.no.51-61.

Bloch, P.H. & Richins, M.L. (1983), A Theoretical Model for the Study of Product Importance
Perceptions, Journal of Marketing, 47 (Summer), p.no.69-8 1

Slama, M.E. & Taschian, A. (1985), Selected Socio-Economic and Demographic Characteristics
Associated with Purchasing Involvement, Journal of Marketing, 49 (Winter), p.no.72-80.
 Verma, K.P. (1982), Marketing Strategies for a Consumer Durables-, The Indian Journal of Commerce,
35(4), December.
Burns, A.C. & Foxman, E.R. (1989), Some Determinants of the Use of Advertising by Married Working
Women, Journal ofAdvertising Research, Oct.-Nov.
CHAPTER 11

QUESTIONNAIRE
 Questionnaire for attitude and purchase behaviour towards Grasim

1. Name :
2. Age ( in years )

( ) <10 ( ) 10-15
( ) 16-20 ( ) 21-25
( ) 26-30 ( ) 31-35

3. How much importance do you give to each of these parameters on a scale of 1 to 5 before buying apparel?

1 2 3 4 5

QUALITY ( ) ( ) ( ) ( ) ( )
COMFORT ( ) ( ) ( ) ( ) ( )
STYLE ( ) ( ) ( ) ( ) ( )
PRICE ( ) ( ) ( ) ( ) ( )
AETHETICS ( ) ( ) ( ) ( ) ( )
BRAND ( ) ( ) ( ) ( ) ( )
FASHION SENSE ( ) ( ) ( ) ( ) ( )

4. What is the frequency of purchase of fabrics for shirt, Pants, Suit etc?
Once in 3months ( )
once in 2 months ( )
Once in a month ( )
More than once in a month ( )

5. Average yearly expenditure on purchase of such fabrics

1000-2000 ( )
2000-4000 ( )
4000-8000 ( )
8000 and above ( )

6. Your preference for any brand

7. If yes, reason for your preference

Brand loyalty ( )
Quality ( )
Availability ( )
Value for money ( )
Style ( )
Others ( )

8. How much influence does these people have on your purchase

1 2 3 4 5
Friends ( ) ( ) ( ) ( ) ( )
Family ( ) ( ) ( ) ( ) ( )
Spouse ( ) ( ) ( ) ( ) ( )
Self ( ) ( ) ( ) ( ) ( )
 9. Do you tend to buy more when there are sales discounts and offers
Always ( )
Sometimes ( )
Never ( )

10. Under which price range you generally like to purchase fabrics (price per meter)?
200-400 ( )
500-600 ( )
Above 600 ( )

11. Availability of Grasim products on retail stores

High ( )
Normal ( )
Average ( )

11. Purchase Grasim suitings for ?

Trouser ( )
safari ( )
Suits ( )
Shirt ( )
Others ( )

12. How do you rate Grasim Marketing?

Good ( )
Average ( )
Bad ( )

13. In which mode of marketing it needs most improvement

TV ( )
Print media ( )
Hoardings ( )
Boards at shop ( )
Others (specify there )