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1. Introduction
Marketing involves a study of the consumers and their preference means the
preferring of one thing to another. Today the consumers have number of alternatives products
of a particular type at their disposal. Thus they have to prefer one particular product to
another. After having received information regarding the alternatives the consumers evaluates
the alternatives and then arrives at a purchase of decision. A marketing manager is required to
be aware of the reason for preferring a particular product.
Product selling beings with product buying. The success of selling depends upon
buying. It is generally experienced that the costs of the raw materials, supplies, etc, are about
half of the sales amount of manufactured products. Therefore almost all the producers or
manufacturers are basically interested in buying the best quality as purchases only try to
minimize the cost of buying. This is the case with middleman agents etc. Because the
businessmen are interested in selling is always at a profit. Thus we can mark that, “goods
well bought are half sold” for good buying correct buying decision is essentials. Perfect
knowledge of consumers demand and consumer want must be studied by the marketing
manager.
Now a days a large companies follow the modern marketing concept. It can be
expressed as, the achievement of corporate goods through meeting and exceeding customer
needs better than the competition.
In the study consumer behaviour involves the study of use and disposal of
products as well as the study of how they are purchased.
1
The study of consumer behaviour helps firms improve their marketing strategy by
understanding the psychology of consumers, behaviour of customers, how consumer are
motivated and decide on differ products .By understanding the consumers we will be able to
make a more effective decision as to which strategy to employ.
These constraints are defined by the consumer’s income, and the prices the
consumer pays for the goods. We will formally present the model of consumer choice. As we
go along, we will establish a vocabulary in order to explain the model. Development of the
model will be in three stages. After a formal statement of the consumer’s objectives, we will
map the consumer’s preferences. Secondly, we present the consumer’s budget constraint; and
lastly, combine the two in order to examine the consumer’s choices of goods Consumer make
decisions by allocating their scarce income across all possible goods in order to obtain the
greatest satisfaction. Formally, we say that consumers maximize their utility subject to budget
constraint. Utility is defined as the satisfaction that a consumer derives from the consumption
of a good. As noted above, utility’s determinants are decided by a host of noneconomic
factors. Consumer value is measured in terms of the relative utilities between goods. These
reflect the consumer’s preferences. Theory of Consumer Preference is defined as the
subjective (individual) tastes, as measured by utility, of various bundles of goods. They
permit the consumer to rank these bundles of goods according to the levels of utility they give
the consumer. Note that preferences are independent of income and prices.
2
1.2 Objective of the study
Some respondents were not ready to co-opearte with the researchers due to
some un wanted fear
Time and cost are other factors limiting the study to sample of 75 percentages
Respondents did not take it as a serious concern.
3
1.4 Methodology of the project
1.4.1 Meaning
Redman and mory define research as systematized effort to gain new knowledge
some people consider research as a movement from the known to the unknown. It is
actually a voyage of discovery.
1. Identifying the study area based on the rational of the study and the problem to be
solved by doing a research.
2. Preparation of interview schedule and collecting primary data from the buyers of the
Pothys textile ltd.
3. Analysing the collected primary data through percentage analysis and statistical
procedures.
The design of the research project popularly known as the “research design”. A research
design is the arrangement of conditions for collections and analysis of data in a manner that
aims to combine relevance to the research purpose with economy in procedure.
4
1.4.4 Descriptive research:
Descriptive research includes survey facts finding enquiries of different kinds. The
main characteristics has no control over the variable she can only report what has happen
or what is happening.
The sampling size should be large enough to give a confidence interval of desired width
and as such the size of the sample must be chosen by the universe the sample size for the
study is 75.
Convenience sampling is used for the study under this method the units are selected
according to convenience of the researcher such as nearness easy availability of data.
The tool used in questionnaire construction is an art. Questionnaires are used primarily
status of current practice &in conducting opinion tools & surveying attitude. Questionnaire
is schedule to be filled up information rather by the researcher.
5
Methods of data collection:
i) Primary data
i) Primary data:
Primary data refers to those data which are gathered by observation. Measurement
and count during the source of investigation. Primary data are those which are collected
for the first time.
The questionnaire method is used by the researcher to collect the primary data. The
researcher interviewed the respondent in person with the help of questionnaire after
explain the aim of this study. As the questionnaire after explain the aims of this study. As
the questionnaires in English the researcher translated the question into Tamil for the
accurate responses. The researcher requested and motivated the respondents to be
frank in their opinion.
Secondary data refers to those data which have already been collected and used by
some agency for some purpose and are available for the study. Secondary data are
collected through some publications.
The secondary data have been collect from books, journals, newspapers, periodical
reports, internet and unpublished records.
The researcher collected the secondary data from the publications, newspapers
and internet.
6
Data analysis:
The data has been analyzed by using appropriate statistical techniques such as
percentage.
The researcher prepared the master table for the collected primary data. Then they
used tabulation, percentage analysis and statistical procedure to interpret the collected
primary data. By this way the research design was framed to collect the primary data.
The research was conducted in Tirunelveli. The research was conducted for consumer
preference with special reference to Pothys. The market study in used to determine the
satisfaction level and also the opinion about the Pothys among the buying behavior of user.
7
1.6 Organization structure
Managing
director
Personal Line
Clerk
Assistants Supervisor
Figure 1
8
CHAPTER II
In 1930, Pothys gathered up the threads of our dream. They started a small loom in
srivilliputtur in tamilnadu. Pothys was founded by mr.k.v.pothy moopanar ,founder of
Pothys before about 90 years. He first sold the cloths like cotton sarees, dhoties and
towels woven in his own loom under the name’pothy mooopanar’ and it became the first
show room of Pothys at srivilliputtur. The potyhs family had forefather whom were the
dedicated weavers for the maharajas in the past. The Pothys has made many records in the
field of textile industry.
Pothys has established itself as house hold name in the textile industry in tamilnadu.
Our indisputed reputation stems froms our unflinching dedication to give you the highest
quality, exclusive and diverse clothing options and unmatched customer service.
Our hard work,dedication and perseverance has earned us the distination of being
voted the most preferred saree show room in Chennai, according to SUNTVneilson survey in
the year 2002.we are also the first retail show room in tamil nadu to be accredited with ISO
9001 certification way back in 2003. Pothys desire to innovate and excel in silk
manufacturing won us the Guinness world record in the year 2005 for creating the world’s
longest silk saree.
*Pothys is the first retail show room in Tamilnadu to be accredited with ISO 9001
certification during the year 2003.
*during the year 2005 Pothys made a ‘Guinness world record for weaving longest silk saree’.
*It have attained the status of most preferred saree show room in Chennai by SUN TV
nelson survey during the year 2002
9
Branches of Pothys in south India
*Chennai
*Srivilliputhur
*Madurai
*Tirunelveli
*Coimbatore
*Thiruvananthapuram
Samudrika pattu
Our new collection of samudrika pattu reflects the artistic diversity of our master
weavers. In each saree, observe how the colour is enhanced by the embellished border
designs. The rich borders and head piece carry exhaustive meena work. Simple urt classy is
what this creation stands for.
Parampara pattu
Vastrakala pattu
Vastrakala pattu combines the richness and grandeur of kancheepuram silk with an
intricate embroidery work of north india. Together they create an captivating blend of north
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and south to give you the perfect dress and keep you in sync with current trend. Available in
the price range between Rs.10, 000 to Rs.2, 00,000.
Vasundhra pattu
Pothys brings its latest collection of vasundhra pattu. Be the center of attraction with
this budget saree ranges between Rs.3500 to Rs.5000,the material is handloom weave, the
zari is half fine & made of pure silk with silk mark tag. This light weight pure silk saree suits
for any type of occasion. ”vasundara pattu- ellorukkum pattu”.
Mayuri pattu
Mayuri menpattu is a beautiful collection of silk saree with all over woven butta, lined
with embrioded border and a heavy brocade pallu. Available in multiple colour combinations,
this butter like light weight silk plans toad style to your wardrobe
Kancheepuram silks
Pothy’s brings to you authentic and designer kanchipuram silk sarees in multiple colour
combinations, designs and patterns. These designs symbolise tradition and feminity. They can
be worn on any special occasion. All our sarees bear the silk mark that assures you wardrobe.
Partywear sarees
The elegant party wear sarees offer a lovely combination of design, colour and fabric.
These sarees are made in various silk textures like tussar silk, raw silk and many other. The
choice is wide and designs are stunning. You can choose from delicate patterns or opulent
designs ideal for any social gathering.
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Printed silks
Printed sarees have gained a huge popularity for its simple yet smart sync. At Pothys
find an exclusive range of printed silks, which are lightweight, tredy and make a definite
fashion statement. Far away from the older generation of printed silks, these sarees come in a
wide array of colours, borders and designs. From stunning floral patterns, geometrical
designs to animal prints there is something for every womern in this collection
.
Casual wear
The unique collection of casual sarees at Pothys lends a new flattering look to your
casual wear. The new range embodies fashionable designs, breezy colour combinations and
bold patterns to give you a fresh view of fashion. The range of materials is as the designs
consisting of semi-georgettes, semi-chiffons, semi-crepes and much more.
Silk cotton
Pothy’s unveils its latest collection of silk cotton sarees that combine the sheen of silk
with the comfort of pure cotton available in classic designs, eiegant colour combinations and
zari work to give you that perfect contemporary look.
Crepe silks
If nyou are looking around to get the best dress for the next formal party, consider a crepe
saree. Pothys range of crepe silks reflects the mysore silk genre of sarees. These creations are
available in a wide range of colours with sober yet distinctive gold zari border work. These
sarees embody a distinctive style statement of simple elegance and classiness.
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Designer sarees
The highlight of the designer collection is the elaborate and intricate sequins work
available in a variety of materials ranging fron chiffon, lazer, net and shimmer in stunning
and seductive colour combinations. The sarees are complimented with restitch designer
blouse pieces. Make a new style statement with our designer party wear collection.
New arrivals
As the name suggests, these are the latest and most fashionable variants in casual wear
sarees. The main feature of these sarees is the creative prints and designs on exotic colour
pallets. This collection is designed to bring out the true diva in you. The dark colours and
edgy designs make them the ideal choice for evening wear.
Pavadi collections
Pothys collection of kancheepuram pure silk pavadi collections comes in awide range of
designs, colour combinations, patterns and jari work. Your daughter will truly feel like a
princess in our exquisite navarathna pavadai collection.
Dhoties are made of pure kanchipuram silk and complimented with exquisite zari work.
Our dhoties are an ideal wear for religious occasions, family functions and weddings.
Available insaffron orange and white.
Double coloured engineered sarees with kashmiri style patch work in birder.
13
Hero suit
A suit in lightweight, elegant fabric and bollywood styles. For your little heros at homes.
And little boys can have billy boy-a 16 in combinations that can make him change his looks
before you say abracadabra.
That’s not all. There’s “junior hero”, the suit tht can make him look like one.
Khushi chudi
In Pothys we have ready to wear range of chudithars for the stylish young executive. You
can choose from a wide range of materials like jacquard, meenakari, kalmkari, chiffon, crush
and silk crush. And a variety of styles including Chinese collar with extensive hand work.
Cargo Shirts
Bold Scottish checks on pure cotton fabric. With multiple pockets, it goes well with
denims.
Manyavar
Traditional north Indian ethnic wear, designed to distinguish you and give you that regal
air. Suitable for those occasions when you need to look your best. These designs are trendy
and it’s very popular with the youth
14
CHAPTER III
REVIEW OF LITERATURE
Consumer Preference:
Preference means the preferring of one thing to another. The dictionary meaning for
the word preference indicated that preference means better liking for first choice.
Studies the manager can be aware of the reasons why consumers preference.
Review of literature:
Providing your customer with tangible information let them know that you value
than and respect their ability to make sound decisions. For instance ask about the objective
they’ve set for their company and problem associated with them.
15
Customers expect options:
Customers don’t want to be told there is only one way or one solution they will
respond positively when they are give options. Because they create dialogue and decisions.
Customers do not want to transfer to every unit of your business to have the problem
solved. They want to be able to do business with.
They may not be the best communicator but they communication excellence from
you. So if you come back at certain time, that you do.
As per the expert at your business product and services you and your customer only
contacts to determine how to use products and or services to get the return on investment
A best business is those that believe in going in extre mile for their customers. They
know that they have to reinforce why it is in the customers best interst to continue going
business.
16
Buying behaviour
The wealth of product and services produced in a contry make our economy strong.
Almost all the products, which are available to buyers, have a number of alternative
supplies. Therefore the seller most of his time, seeks buyers and tries to please them. In
order to be successful, a seller concerned with
A buyer makes a purchases of a particular product or a particular brand and this can termed
“product buying motives” and the reason behind the purchase from a particular seller
“patronage motives”.
Buying motives:
17
Knowledge of the buying motives of consumer is essential for a marketer. The
consumer brings the changes in the market. The need and desire of the consumer and their
having behavior greatly depends upon their income social status, psychological etc.
Here we are concerned with consumer behavior and consumer is the important factor.
“Buyer behavior is all psychological social and physical behavior of potential customers, as
they evaluate purchases, consume and tell other about the product and service”.
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Buyers behaviour model
Buyers response
Outside stimuli
Product Choice
marketing other
Brand Choice
Product Economic
Dealer Choice
Price Technological
Purchase Timing
Place Political
purchase amount
Promotion cultural
The researcher prepared the master table for the collected primary data. Then they used
tabulation, percentage analysis and statistical procedure to interpret the collected primary
data. By this way the research design was framed to collected the primary data.
19
USING MARKTING RESEARCH TO UNDRSTANDING
CUSTOMER EXPECTATION
Finding out what customer expect is essential to providing service quality and
marketing research is alcey vehicle for understanding customer expectations and perception
of services. In services as with any offering a firm that does no marketing research at all is
unlikely to understand its customer. A firm that does marketing research but not on the topic
of customers. A firm that dose marketing research but not on the topic of customer
Expectations may also fail to know what is needed to stay in tune with changing
requirements. Marketing research must focus on service issues such as what features are most
important to customer expect and what customers think the company problem occur in
service delivery.
Customer Expectations:
They need to know for instance relative weight of ward of mouths explicit service promise
and implicit service.
20
CHAPTER IV
Define Analysis
The term analysis refers to the computation of certain measures along with searching for
patterns of relationship exist among data groups
Analysis of Data
The data collection has to processes and analysed in accordance with the outline laid down
for the purpose at the time of developing the research plan. Thus in the process of analysis,
relationship or differences supporting or conflicting with original or new hypothesis should
be subjected to statistical tests of significant to determine with what validity data can be set ti
indicate any conclusion.
Define Interpretation
Interpretation refers to the task of drawing inferences from the collected facts after an
analytical or experimental study. In fact, it has broader meaning with in the collected data,
particularly overlapping analysis. The study can be understood and it also provides a
theoretical conception which can serve as a guide for further researchers.
Interpretatio0n is essential for the simple reason that the usefulness and utility of research
finding lie in proper interpretation. Interpretation that the researcher can well understand the
abstract principle that works need in his findings. Interpretation helps to guide for future
research studies. Interpretation is other to understand the real significance of his research
findings.
21
Table: 4.1
1 Male 35 46.7%
2 Female 40 53.3%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.1 show that 53.3% of the respondents are female 46.7% the
respondents are male.
22
Chart: 4.1
41
40
39
38
37
Percentage
36 no.of Respondents
35
34
33
32
male Female
23
Table 4.2
1 18-25 40 53.3%
2 26-40 23 30.7%
3 41-50 6 8%
4 Above 50 6 8%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.2 shows that 53.3% of respondents are in ages between 18-25,
30.7% of respondents are in the ages between 26-40, 8% of respondents are in age between
41-50, 8% of respondents are in age between above 50.
24
Chart: 4.2
45
40
35
30
25
Percentage
NO.of RESPONDENTS
20
15
10
0
18-25 26-40 41-50 Above 50
25
Table 4.3
Inference:-
The table 4.3 reveals that 52% were selected from the workers.
26
Chart: 4.3
Students
Worker Percentage
No.of.respondents
Home maker
0
10
20
30
40
27
Table 4.4
1 Below-5000 8 10.7%
2 5000-10,000 30 40%
3 10,000-15,000 18 24%
4 Above-15,000 19 25.3%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.4 shows that the income level of respondents, that the 40% of
respondents earn monthly income between Rs. 5000-10000, 25.3% of respondents earn
monthly income between above 15,000. 24% of respondents earn 5000-10000, 10.7%
respondents earn below 5000.
28
Chart: 4.4
30
25
20
15
No. of respondents
10
Percentage
5
0 Percentage
No. of respondents
29
Table 4.5
1 Regular 45 60%
2 Festival 26 34.7%
3 Discount 4 5.3%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.5 shows that 60% of respondents were selected from the
regular customer
34.7% were selected from the festival time customer
5.3% were selected from the discount time customer
30
Chart: 4.5
50
45
40
35
30
25 No. of respondents
Series 2
20
15
10
0
Regular Festival Discount
31
Table 4.6
1 Quality 33 44%
2 Color 15 20%
3 Variety 24 32%
4 Any other 3 4%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.6 shows that 44% of consumers were choosing their Pothys with
reference to quality. 32% of consumers were choosing their Pothys with reference to
variety. 20% of consumers were choosing their Pothys with reference to color. 4% of
consumers were choosing their Pothys with reference to any other.
32
Chart: 4.6
Any other
Variety
Percentage
No. of respondents
Color
Quality
0 10 20 30 40
33
Table 4.7
1 Advertisement 37 49.3%
2 Relatives 16 21.3%
3 Friends 8 10.7%
4 Any other 14 18.7%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.7 shows that the awareness about the Pothys. 49.3% of the
consumers for awareness about the Pothys though advertisement. 21.3% of the consumers
for awareness about the Pothys though relatives. 18.7% of the consumers for awareness
about the Pothys though any others. 10.7% of the consumers for awareness about the
Pothys though friends.
34
Chart: 4.7
Any other
Friends
Percentage
No. of respondents
Relatives
Advertisement
0 10 20 30 40
35
Table 4.8
1 News paper 6 8%
2 Television 48 64%
3 Radio 1 1.3%
4 Wall advertisement 20 26.7%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.8 shows that the inference of advertising media of respondents
enhanced though wall advertisement 64% of respondents enhanced through television
36
Chart: 4.8
50
45
40
35
30
25
Percentage
20
No. of respondents
15
10
37
Table 4.9
Inference:-
The table 4.9 shows that the opinion of respondents towards price and
quality of Pothys.
38
Chart: 4.9
30
25
20
15
No. of respondents
Percentage
10
39
Table 4.10
1 Highly 40 53.3%
2 Moderately 35 46.7%
3 Very low 0 0
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.10 shows that the satisfaction level of Pothys 53.3% respondents
are highly satisfied and 46.7% of respondents are moderately.
40
Chart: 4.10
45
40
35
30
25
Percentage
No. of respondents
20
15
10
0
Highly Moderately Very low
41
Table 4.11
1 Ladies 22 29.3%
2 Gents 8 10.7%
3 Children 8 10.7%
4 All 37 49.3%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.11 shows the category about the Pothys 49.3% respondents are
select all and 49.3% respondents are select ladies and 49.3% respondents are select gents
and childrens.
42
Chart: 4.11
40
35
30
25
20 No. of respondents
Percentage
15
10
0
Ladies Gents Children All
43
Table 4.12
Inference:-
The table 4.12 shows the opinion about the various section of Pothys 42.7%
respondents are sillc saree and 26.7% respondents are shirting and suiting and 20%
respondents Readymade and 6.7% respondents are all and 4% respondents are matching
section.
44
Chart: 4.12
35
30
25
20
15 No. of respondents
Percentage
10
45
Table 4.13
1 Sufficient 70 93.3%
2 Not sufficient 5 6.7%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.10 shows that opinion about availability of salesman about
Pothys 93.3% respondents are selected sufficient and 6.7% respondents are selected not
sufficient.
46
Chart: 4.13
Not sufficient
Percentage
No. of respondents
Sufficient
0
20
40
60
80
47
Table 4.14
1 Dissatisfied 2 2.7%
2 Highly satisfied 17 22.7%
3 Neutral 10 13.3%
4 Satisfied 56 74.7%
5 Highly dissatisfied 0 0%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.12 shows that the level of support from the co-worker about
Pothys 74.7% respondents are satisfied and 22.7% respondents are highly satisfied and
13.3% respondents are neutral and 2.7% respondents are dissatisfied .
48
Chart: 4.14
60
50
40
30
No. of respondents
20
Percentage
10
0
No. of respondents
49
Table 4.15
1 Yes 74 98.7%
2 No 1 1.3%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.15 sows that the opinion about the customers service that the
98.7% yes and that the 1.3% no.
50
Chart: 4.15
80
70
60
50
40 No. of respondents
Percentage
30
20
10
Percentage
0 No. of respondents
Yes
No
51
Table 4.16
1 Yes 70 93.3%
2 No 5 6.7%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.16 shows that satisfaction level of dress material that the 93.3%
respondents were selected with satisfying of dress material 6.7% respondents not having
satisfying with the dress material.
52
Chart: 4.16
70
60
50
40
No. of respondents
Percentage
30
20
10
0
Yes No
53
Table 4.17
1 Yes 70 93.3%
2 No 5 6.7%
Total 75 100%
(Source: Primary Data)
Inference:-
The above table 4.17 shows that the opinion of verities of dress material
93.3% felt that the verities of dress material and 6.7% felt that the verities of dress material.
54
Chart: 4.18
70
60
50
40
No. of respondents
Percentage
30
20
10
0
yes
no
55
Table 4.18
1 Yes 70 86.7%
2 No 5 13.3%
Total 75 100%
(Source: Primary Data)
Inference:-
The table 4.18 shows that the opinion of respondents towards parking
facilities 86.7% of respondents are yes 13.7% of respondents are no.
56
Chart: 4.19
70
60
50
40
No. of respondents
Percentage
30
20
10
Percentage
0 No. of respondents
yes
no
57
CHAPTER V
5.1 Findings
58
5.2 Suggestions
During the festival seasons, special offers and gifts can announce to
There have found Pothys were receive more demand and goodwill
59
5.3 Conclusions
60