A STUDY ON ANALYZING CUSTOMER

PREFERENCE TOWARDS THE CHENNAI SILKS AT ERODE

PROJECT REPORT

Submitted by
M.SENTHIL KUMARA RAJA

Register No: 098001314026

in partial fulfillment for the award of the degree

of

MASTER OF BUSINESS ADMINSTRATION

in
MARKETING MANAGEMENT

SURYA ENGINEERING COLLEGE

ERODE - 638 107

SEPTEMBER 2010

1
 SURYA ENGINEERING COLLEGE
ERODE - 638 107

Department of Management Studies

PROJECT WORK

SEPTEMBER 2010

This is to certify that the project entitled

A STUDY ON ANALYZING CUSTOMER PREFERENCE
TOWARDS THE CHENNAI SILKS AT ERODE
is the bonafide record of project work done by
M.SENTHIL KUMARA RAJA

Register No: 098001314026

of M.B.A during the year 2010-2011.

--------------------- ---------------------------------
Project Guide Head of the Department

Submitted for the Project Viva-Voce examination held on______________

-----------------------------
----------------------------
Internal Examiner External Examiner

2
 DECLARATION

I affirm that the project work titled “A Study on Analyzing Customer

Preference Towards The Chennai Silks at Erode” being submitted in partial
fulfillment for the award of M.B.A is the original work carried out by me. It
has not formed the part of any other project work submitted for award of any
degree or diploma, either in this or any other University.

Signature of the Candidate

(M.SENTHIL KUMARA RAJA)
Register No: 098001314026

I certify that the declaration made above by the candidate is true

Signature of the Guide

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 ACKNOWLEDGEMENT

First I thank and praise the god for the countless that he showered upon
to complete this project work.

I take this opportunity to express my sincere thanks to

Thiru K. KALAISELVAN Secretary and Correspondent for Surya
Engineering College, Erode having permitted to provide necessary facilities
to complete this project.

I am indebted to Prof. P.R.VARADARAJAN Executive officer,

Surya Engineering College, Erode for the completion of this research work.

I take this opportunity to express my sincere thanks to Dr. S.VIJAYAN,

Principal, Surya Engineering College, Erode for having permitted to provide
necessary facilities to complete this project

I extend my heartful thanks to Mr.P.NANDHAKUMAR. MBA,

MPhil., HOD Management studies, for his valuable ideas and advice for the
successful completion of this project.

I would like to express my sincere thanks to my beloved guide

MISS. YAMUNA MBA for his kind co-operation, encouragement and support
for the successful completion of my project.

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 TABLE OF CONTENT

CONTENT PAGE NO
1. Introduction and design of the study 1
1.1 Introduction 1
1.2 Objective of the study 2
1.3 Scope of the study 3
1.4 Limitation of the study 4
1.5 Chapter Scheme 5
2. Company profile and review of literature 6
2.1 Company Profile 6
2.2 Review Of Literature 9
3. Research methodology 14
3.1 Research Design 14
3.2 Sample Design 15
3.3 Statistical Tools 15
4. Data analysis and interpretation 17
4.1 Percentage Analysis 17
4.2 Chi-Square Test 45
4.3 Anova 50
5. Findings, suggestions and conclusions 53
5.1 Findings 53
5.2 Suggestions 54
5.3 Conclusions 55
References 56
Appendices 57

LIST OF TABLES
S.NO TABLE NAME PAGE NO.
1 Age of respondents 17
2 Gender of respondents 18
3 Education qualification of respondents 19
4 Occupation of the respondents 20

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5 Income of respondents 21
6 Kind of shop 22
7 Purchase range 23
8 Make a purchase 24
9 Awareness 25
10 Providence 26
11 Preference 27
12 Comparison 28
13 Type of purchase 29
14(i) Entering the showroom 30
14(ii) Inside the showroom 31
14(iii) Leaving the showroom 32
15 Parking facility 33
16 Advertisement 34
17 Promotional tools 35
18 Online facility 36
19 Service provide 37
20 Approaches 38
21 Knowledge of employee 39
22 Performance 40
23 Billing system 41
24 Environment 42
25 Design preference 43
26 Colour preferences 44
27 Gender and opinion before entering the showroom 45
28 Chi-square table 46
29 Gender and opinion out from the showroom 47
30 Chi-square table 48
31 Income and purchase preference 49
32 Chi-square table 50
33 Age and type of dress 51
34 Two-factor without replication 51
35 Anova result table 52

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 LIST OF FIGURES
S.NO FIGURES PAGE NO.
1 Founder of the Chennai silks 6
2 Erode branch of the Chennai silks 8

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 LIST OF CHARTS
CHART NO. CHARTS NAME PAGE NO.
4.7 Purchase range 23
4.10 Providence by the Chennai silks 26
4.11 Preference 27
4.13 Type of purchase 29
4.14(i) Opinion before enter the showroom 30
4.14(ii) Opinion inside the showroom 31
4.14(iii) Opinion leaving the showroom 32
4.15 Parking facility 33
4.16 Advertisement 34
4.17 Promotional tools 35
4.19 Service providence 37
4.24 Environment 42

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 ABSTRACT

Customer preference is vital element to every business in most industries. The

retail industry has various types of preferences according to the product. This study
was conducted to obtain a greater understanding about the preferences and level of
satisfaction of the Chennai silks in the Erode. The Chennai silks in the erode gives
various collection, varieties, brands, etc., The people only supposed for the success or
failure of my project.

Following a through review of the related literature, a questionnaire was

developed to determine the customer preference and level of satisfaction. This
questionnaire was distributed to the customers inside the showroom and in and around
areas of erode.

Statistical tools, includes percentage analysis, chi-square and anova are

utilized to identify the customer preference and level of satisfaction. Based on
analysis and interpretation, the conclusions were given for this research.

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CHAPTER - 1

INTRODUCTION
CHAPTER-1

10
 INTRODUCTION OF THE STUDY

1.1 INTRODUCTION

Customer preference The way in which customer in a free market chooses to

divide their total expenditure in purchasing goods and services.

Retail outlets are the main source of purchase for customers. Around 80
percent of the customers buy goods from retailers, while 20 percent goes to the
wholesalers and manufacturers. Textile retailing in erode used to be a business that
earned huge profits with leas investment. The preferences of customers are changing
rapidly. Thus preference of customers has become a difficult task,,

Nowadays knowing customer preference is not an easy job. The shops are
trying hard for surviving, and sustain the same turnover every year. The main
problems for the customer preferences face today are varieties, collections,
multibrands, fancy dress, etc., Customers used to give high importance to the quality
of their products. Also the customers are more demanding now regarding the selection
and variety of goods. The retailer is left with no option but to stock more goods in
their inventory to attract and retain customers. Customers demand discounts even
though the retailer has put only less margin and it has become a habit of the customer
to ask for discounts and free gifts from the shop.

The retailer is facing competition in various ways. New shops open very often
and in order to grab the customers they reduce the margin thus forcing the existing
retailers to do the same. So the retailer reduces their margin to attract more customers
and try to gain profit by increasing their turnover. The shop mainly concentrates
during festival seasons like Aadi, deepavali and Ramzan.

The one and only the largest textile kingdom in Tamilnadu, The Chennai Silks
(TCS) has proven to be a shopper's delight for generations of families.

1.2 OBJECTIVES OF THE STUDY

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Primary objective:

To analyze the factor influencing the customer preference while purchasing.

Secondary objective:

 To determine the customer buying behavior.

 To determine the customer expectation.
 To analyze the advertisement and promotional activities.
 To observe the overall customer satisfaction.

1.3 SCOPE OF THE STUDY

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 Keeping in mind the objective stated, questionnaire was designed for
the people
 The scope of the project is limited to the study of customer preference
regarding the Chennai silks provides such as varieties, collections,
quality, brands, service.
 The scope of the research has limited to the Erode and nearby areas.

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1.4 LIMITATIONS OF THE STUDY

 Many of the respondents were not willing to fill the questionnaire and few
of them were in hurry.
 Another problem which I face was that people were hesitating to give
information about their views freely.
 The survey is conducted only in few areas of Erode, Chennimalai and
Kavundapadi; hence the results may vary in other parts of the cities.
 Limited sample size 300.

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 1.5 CHAPTER SCHEME

CHAPTER SCHEME

Chapter 1 Introduction of the research,

objectives, scopes and limitation of
the study.
Chapter 2 The company and its profile, review
of literature
Chapter 3 Research methodology

Chapter 4 Data analysis and its inference

Chapter 5 Findings, suggestions and conclusions

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CHAPTER - 2

COMPANY PROFILE
16
 CHAPTER - 2

COMPANY PROFILE AND REVIEW OF LITERATURE

2.1 COMPANY PROFILE

Introduction

Humble beginnings saw the birth of The Chennai Silks in the textile
town of Tirupur, South India, in the early 1960s. Initiated as khadi showrooms, the
chain of stores rapidly grew to different regions of Tamilnadu. Catering to diverse
segments of the society, the stores earned an endearing name for itself among all its
customers. Soon, the stores were metamorphosised into grand textile showrooms in
the major cities of Chennai, Coimbatore, Trichy, Erode and Tirupur.

History

At The Chennai Silks., we uphold the visionary values of

our founder Shri.A.Kulandaivel Mudaliar. Though he
started with modest beginnings, he envisioned a grand
future, one that would transcend time for generations to
come. It was his vision that revolutionised a humble
weaving unit into what is today, a conglomerate with
diverse business interests. His extraordinary spirit
continues to inspire us to scale new heights of success in
all our endeavors.

Picture 1

(Founder of the Chennai Silks)

Heritage
Nearly five decades have been witness to our transition from modest
khadi stores to the largest textile kingdom in Tamilnadu. We strongly belive that it is
our time tested heritage that has made us what we are today. Our rich legacy has not
just taught us the finer points of business, but also helped us see beyond business. It
was one man's penchant and passion for the art of weaving that initiated the group in
1962. Today, as we look back at a glorious past look forward to a fine future, we shall
ensure that we continue to stand the test of time for generations to come.....

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Vision & Values
At TCS, it is our unique value system that has made us what we are
today. An ethical approach to business ensures integrity in all our dealings, making us
synonymous with reliability and trustworthiness. Our core focus has always been to
make sure that each person connected with us- our vendor, employee of customer –
finds our association fulfilling as well as fruitfull. As we change with the times, we
will ensure that our values stay constant, because more than anything else, we will
remain a group that values its values... to come....
The Chennai Silks
The largest textile kingdom in Tamilnadu, The Chennai Silks (TCS)
has proven to be a shopper's delight for generations of families. It has a widespread
reach with sprawling showrooms in Chennai, Coimbatore, Tirupur, Erode, Trichy,
Karur and Ernakulam. With a franchisee showroom in Paris (France), The Chennai
Silks continues its endeavours to reach out to customers, beyond barries and beyond
boundaries....
TCS has always been known to extend an exclusive and exquisite
collection that keeps pace with the discerning customer's taste. It has the most
exhautive collection of clothing for men, women and children, under on roof. These
include Wedding Silks, Designer Sarees, Cotton & Silk Sarees, Chudidars, Dress
Materials, Traditional & Western Wear, Suitings & Shirtings, Formal & Casual Wear,
Dhoties, Sherwanis & Children's Wear.
The advanced supply chain Management makes automatic updation of
stock, and therefore greater precision in inventory control. With on-time supply, TCS
enjoys a smooth rapport with its vendors, a relationship that has always been
governed by ethical business practices & hassle-free online payments.
Testifying to authentic products of TCS, are the Silk Mark and Handloom
Mark. In compliance with International Quality Management Systems, the Chennai &
Coimbatore stores are certified with ISO 9001:2000
About thechennaisilks.com
thechennaisilks.com is e-commerce arm of the The Chennai Silks. We
delivers across more than 200 countries. thechennaisilk.com is able to offer a wide
range of genuine products at very reasonable prices, confidence of buying from a
trusted source and the convenience of returing in our Showrooms.

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Sree Kumaran Thanga Maligai
The first BIS-certified jewellers in Tamilnadu, Sree kumaran
Thangamaligai (SKTM) is among the most trusted in India for the purity and
authenticity of its offering. The SKTM showrooms are located in Tirupur,
Coimbatore, Erode, Chennai, Trichy and Karur. With an extensive collection in gold,
platinum, diamonds, silver and precious stones.

SCM Garments
SCM Garments Private Limited was started as an endeavour to meet
the chanllenges of a growing textile export market. In 1989, it began its journey in the
textile industry in Tirupur. SCM Garments is well- Poised to cater to international
markets with the quality of its world-class garments.

SCM Textile Spinners

As the Grop's exclusive spinning unit, SCM Textile Spinners (P) Ltd., was
established in 2003 at Coimbatore. Initially aimed at manufacturing 100% combed
cotton yarn, the company is now gaining expertise in coned SIRO cleared cotton
yarns for various Warp and Hosiery applications.

ERODE BRANCH

Location 85-A, R.K.V. Road, Erode-1.

Sq.Ft. 50,000 Sq.ft

Started at 2000

Floors 6 Floors

Collections Synthetic Sarees, Silk Sarees,

Fancy Sarees, Shirting/Suiting, Gents / Kids
Ready-mades, Handloom, Furnishings and
Dress Materials. Picture 2

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REVIEW OF LITERATURE
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2.2 REVIEW OF LITERATURE

CONSUMER PREFERENCES
This is used primarily to mean an option that has the greatest anticipated value
among a number of options. This is an economic definition and does not tap into
‘wishes’ or ‘dreams’ (for e.g. that safe drinking water was free, that there should be
world peace) but for all practical purposes is an appropriate definition. Preference and
acceptance can in certain circumstances mean the same thing but it is useful to keep
the distinction in mind with preference tending to indicate choices among neutral or
more valued options with acceptance indicating a willingness to tolerate the status quo
or some less desirable option.

How Companies Find Consumer Preferences

Companies routinely test the market to find out what customers like and
dislike about their products and competitors' products. This is usually done by an
internal marketing department or outsourced to a market research firm. Phone
interviews, paper surveys, electronic surveys, focus groups and consumer samplings
are common methods for gathering information.

FACTOR INFLUENCING CUSTOMER PREFERENCES

Factor influencing customer preferences are as follows

Customer behavior

Customer expectation

Customer satisfaction

CONSUMER BEHAVIOUR

Consumer behavior is the study of when, why, how, and where people do or
do not buy product. It blends elements from psychology, sociology, social
anthropology and economics. It attempts to understand the buyer decision making
process, both individually and in groups. It studies characteristics of individual
consumers such as demographics and behavioural variables in an attempt to

21
understand people's wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in general.

Customer behaviour analysis is based on consumer buying behaviour, with the

customer playing the three distinct roles of user, payer and buyer. Relationship
marketing is an influential asset for customer behaviour analysis as it has a keen
interest in the re-discovery of the true meaning of marketing through the re-
affirmation of the importance of the customer or buyer.A greater importance is also
placed on consumer retention, customer relationship management, personalisation,
customisation and one-to-one marketing.

Behavioural Segmentation

By segmenting the consumer markets according to their behavioural patterns,

a company can target the acquisition and retention of highly profitable and potentially
lucrative customers. The benefits of performing customer behavioural analysis can
thus be listed as:

 Gaining meaningful insight and actionable business intelligence at reasonable

costs.
 It is now practical to develop extremely cost-effective and highly targeted
marketing campaigns.
 Businesses now focus on knowing their customers as real people with real
needs and preferences, leading to better customer satisfaction and hence
attraction.
 Behaviour is a stable element on which to base a website as it evolves slowly
over time.
 Businesses stop throwing away money spent on marketing to the wrong
customers as they can now known who their customers are and what they
desire.
 Best point of contact for credible dialogue can be identified .
 Loyal customers cost less than acquiring new ones and are a great source of
information to create new and innovative services.
 By knowing their customers, a business can be assured of the fact that they
will always be kept ahead of their competition.

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 TYPES OF BUYING BEHAVIOUR.

There are four typical types of buying behaviour based on the type of products
that intends to be purchased.

 Complex buying behaviour is where the individual purchases a

high value brand and seeks a lot of information before the
purchase is made.
 Habitual buying behaviour is where the individual buys a
product out of habit e.g. a daily newspaper, sugar or salt.
 Variety seeking buying behaviour is where the individual likes
to shop around and experiment with different products.
 Dissonance reducing buying behaviour is when buyer are
highly involved with the purchase of the product, because the
purchase is expensive or infrequent.

CUSTOMER EXPECTATION

Customer expectation is the perceived-value of the customers seeks from the

purchase of a good or service. The needs, wants, and preconceived ideas of a
customer about a product or service. Customer expectation will be influenced by his
or her perception of the product or service and can be created by previous experience,
advertising, hearsay, awareness of competitors, and brand image. The level of
customer service is also a factor, and a customer might expect to encounter efficiency,
helpfulness, reliability, confidence in the staff, and a personal interest in his or her
patronage.

Two level of Expectations

Desired Expectation: the level of good or service the customer hopes to receive
Adequate Expectation: the level of good or service the customer will accept
“Minimum tolerable expectation”

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CUSTOMER SATISFICATION
Degree of satisfaction provided by the goods or services of a firm as measured
by the number of repeat customers. Measuring customer satisfaction provides an
indication of how successful the organization is at providing products and/or services
to the marketplace.
Customer satisfaction is an abstract concept and the actual manifestation of the
state of satisfaction will vary from person to person and product/service to
product/service. The level of satisfaction can also vary depending on other factors the
customer, such as other products against which the customer can compare the
organization's products.
Objective satisfaction is reduction of the discrepancy between the current
situation and the desired situation

 Depend more on customer & his style than technology or system

 Overall post purchase evaluation lead to satisfaction/ dissatisfaction

 A state of experience: intellectual & emotional patron-centered ‘Personal

reaction / response’ depend on

(i) Perception

(ii) viewpoint

(iii) experience &

(iv) expertise

 Satisfying a person differs from satisfying a need ; Long term total customer
satisfaction is the aim.

 Expectations play crucial role & are derived from personal experience ⇒ prior
personal knowledge has a strong relation to satisfaction i.e., similar experience
& comparison process become important.

 Recent performance, cumulative experience, expectations and disconfirmation

best predict satisfaction.

 Often, wrongly equated with performance.

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SATISFACTION LEVELS

 Basic quality- taken for granted: not formally stated; can produce
dissatisfaction only; unless basic is achieved higher level is difficult

 Performance quality - negotiated between customer and supplier; can produce

either satisfaction or dissatisfaction.

 Surprise (delight) quality- over and above normally and realistically expected;
cannot cause dissatisfaction

CHAPTER - 3

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 RESEARCH METHODOLOGY

CHAPTER - 3
RESEARCH METHODOLOGY

26
 It is the science which dealing with principles of procedure in research and
study. A detailed survey of customers was carried out to find out their preferences
towards the Chennai silks the details of the methodology are stated below.

3.1 RESEARCH DESIGN

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.

DESCRIPTIVE RESEARCH DESIGN

Descriptive research can be either quantitative or qualitative. It can involve

collections of quantitative information that can be tabulated along a continuum in
numerical form, such as scores on a test or the number of times a person chooses to
use a-certain feature of a multimedia program, or it can describe categories of
information such as gender or patterns of interaction when using technology in a
group situation.

DATA COLLECTION

There are two types of data collections.

Primary data collection

Secondary data collection

PRIMARY DATA COLLECTION

Primary data collections are those which are collected afresh and for the first
time and thus happen to be original in character.

SECONDARY DATA COLLECTION

Secondary data collections are those which have already been collected by
someone else and which have already been posted through the statistical process.

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DATA COLLECTION TECHNIQUE

QUESTIONNAIRE METHOD

Questionnaire method of data collection is quite popular, particularly in case

of big enquiries. It consists of number of questions printed or typed in a definite order
on a form or set of forms.

3.2 SAMPLING METHOD

SAMPLING DESIGN

Convenience sampling refers to the collection of information from members of

the population who are conveniently available to provide it. Convenience sampling is
a non probability method.

Sample Unit

Total sample unit is 300

3.3 STATISTICAL TOOLS

PERCENTAGE ANALYSIS

Percentage analysis is the method to represent raw streams of data as a

percentage (a part in 100 - percent) for better understanding of collected data.

Number of respondent
Percentage analysis = ……………………………… X 100
Total number of respondents

CHI-SQUARE

Chi-square is a statistical test commonly used to compare observed data with

data we would expect to obtain according to a specific hypothesis.

The formula for calculating chi-square ( χ 2) is:

2 2
χ = ∑ ( Ο− Ε ) /Ε

Observed data (O) and the expected data (E)

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ANOVA

ANOVA stands for analysis-of-variance, a statistical model meant to analyze

data. Generally the variables in an ANOVA analysis are categorical, not continuous.

Estimate of population variance based on between samples variance

F = …………………………………………………………………………
Estimate of population variance based on within samples variance

CHAPTER - 4

29
 DATA ANALYSIS AND INTERPRETATION

CHAPTER – 4

DATA ANALYSIS AND INTERPRETATION

PERCENTAGE ANALYSIS

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4.1 AGE OF THE RESPONDENTS

Table 4.1 AGE OF THE RESPONDENTS

INFERENCE

The above table shows that, 45.66 percent of the respondents are age of 25-35
years, 34 percent of the respondents are age of above 35 years and 20.34 percent of
S.NO AGE NUMBER OF PERCENTAGE OF
RESPONDENTS RESPONDENTS (%)

1 Below 25 61 20.34

2 25-35 137 45.66

3 Above 35 102 34

the respondents are age of below 25. It is found that the majority of the respondents
are age of 25-35 years.

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4. 2 GENDER OF THE RESPONDENTS

TABLE 4. 2 GENDER OF THE RESPONDENTS

S.NO GENDER NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Men 213 71

2 Women 117 29

INFERENCE

The above table shows that, 71 percent of the respondents are gender of men,
29 percent of the respondents are gender of women. It is found that the majority of the
respondents are gender of men.

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4. 3 EDUCATIONAL QUALIFICATION

TABLE 4.3 EDUCATIONAL QUALIFICATIONS

S.NO EDUCATIONAL Number of Percentage of

QUALIFICATION respondents respondents (%)

1 Below SSLC 39 13

2 Higher Secondary 76 25.34

3 Under Graduate 110 36.66

4 Post Graduate 59 19.66

5 Above Post Graduate 16 05.34

INFERENCE

The above table shows that, 36.66 percent of the respondents are under
graduate, 25.34 percent of the respondents are in the higher secondary, 19.66 percent
of the respondents are post graduate, 13 percent of the respondents are below SSLC
and 05.34 percent of the respondents are crossed post graduate. It is found that the
majority of the respondents are in the under graduate.

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4.4 OCCUPATION

TABLE 4.4 OCCUPATIONS

S.NO OCCUPATION NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Govt Employee 41 13.66

2 Private Employee 90 30

3 Business 61 20.34

4 Labor 28 09.34

5 Student/Others 80 26.66

INFERENCE

The above table shows that, 30 percent of the respondents are belongs to
private employee, 26.66 percent of the respondents are belongs to student and others,
20.34 percent of the respondents belongs to business, 13.66 percent of the respondents
are belongs to government employee, 09.34 percent of the respondents are belongs to
labor. It is found that the majority of the respondents are belongs to private employee.

34
4.5 INCOME OF THE RESPONDENTS

TABLE 4.5 INCOME OF THE RESPONDENTS

S.NO INCOME NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Below 100000 77 25.67

2 100000 To 300000 179 59.67

3 Above 300000 44 14.66

INFERENCE

The above table shows that, 59.67 percent of the respondents are income
group of 100000 to 300000, 25.67 percent of the respondents are income group of
below 100000, 14.66 percent of the respondents are income group of above 300000. It
is found that the majority of the respondents are income group of 100000 to 300000.

35
4.6 KIND OF SHOP

TABLE 4.6 KIND OF SHOP

S.NO KIND OF SHOP NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Company Retail 66 22
Outlet

2 From The Wholesale 67 22.34

Market

3 From The Multibrand 167 55.66

Retail Shop

INFERENCE

The above table shows that, 55.66 percent of the respondents are interest to
purchase in multibrand retail shop, 22.34 percent of the respondents are interest to
purchase in wholesale market, 22 percent of the respondents are interest to purchase
in company retail outlet. It is found that the majority of the respondents are interest to
purchase in multibrand retail shop.

36
4.7 PURCHASING RANGE

TABLE 4.7 PURCHASING RANGE

S.NO PRICE RANGE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Below 500 68 22.66

2 500 TO 1000 47 15.67

3 Above 1000 185 61.67

INFERENCE

The above table shows that, 61.67 percent of the respondents will make a
purchase of above 1000, 22.66 percent of the respondents will make a purchase of
below 500, 15.67 percent of the respondents will make a purchase of 500 to 1000. It is
found that the majority of the respondents will make a purchase of above 1000.

CHART 4.7 PURCHASING RANGES

37
4.8 MAKE A PURCHASE

TABLE 4.8 MAKE A PURCHASE

S.NO MAKE A PURCHASE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Occasionally 99 33

2 Periodically 84 28

3 Monthly Once 71 23.66

4 Yearly Twice/Trice 25 08.34

5 Yearly Once 21 07

INFERENCE

The above table shows that, 33 percent of the respondents are often make a
purchase of occasionally, 28 percent of the respondents are often make a purchase of
periodically, 23.66 percent of the respondents are often make a purchase of monthly
once, 08.34 percent of the respondents are often make a purchase of yearly twice or
trice, 07 percent of the respondents are often make a purchase of yearly once. It is
found that the majority of the respondents are often made a purchase of occasionally.

38
4.9 AWARE

TABLE 4.9 AWARE

S.NO AWARE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Yes 288 96

2 No 22 04

INFERENCE

The above table shows that, 96 percent of the respondents are not aware of the
Chennai silks, 04 percent of the respondents are not aware of the Chennai silks. It is
found that the majority of the respondents are aware of the Chennai silks.

39
4.10 PROVIDENCE

TABLE 4.10 PROVIDENCE

S.NO PROVIDE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Collections 75 25

2 Varieties 130 43.33

3 Brands 40 13.33

4 Services 31 10.34

5 Atmosphere 24 08

INFERENCE

The above table shows that, 43.33 percent of the respondents are providence
of varieties, 25 percent of the respondents are providence of collections, 13.33 percent
of the respondents are providence of brands ,10.34 percent of the respondents are
providence of service, 08 percent of the respondent’s providence of atmosphere. It is
found that the majority of the respondents are providence of varieties.

CHART 4.10 PROVIDENCE

4.11 PREFERENCE

40
TABLE 4.11 PREFERENCE

S.NO PREFERENCE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Quality 134 44.66

2 Price 58 19.34

3 Varieties 108 36

INFERENCE

The above table shows that, 44.66 percent of the respondents are preference of
quality, 36 percent of the respondents are preference of varieties and 19.34 percent of
the respondents are preference of price. It is found that the majority of the respondents
are preference of quality.

CHART 4.11 PREFERENCE

41
4.12 COMPARISION
TABLE 4.12 COMPARISION

S.NO COMPARE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Quality 54 18

2 Price And Service 96 32

3 Varieties 63 21

4 Prestigious Brand 65 22

5 All The Above 21 07

INFERENCE

The above table shows that, 32 percent comparatively price and service is best
in the Chennai silks, 22 percent comparatively quality is best in the Chennai silks, 21
percent comparatively prestigious brand is best in the Chennai silks, 18 percent
comparatively varieties is best in the Chennai silks, 07 percent comparatively all the
above is best in the Chennai silks. It is found that the majority of the respondents
gives that comparatively quality is best in the Chennai silks.

42
4.13 TYPE OF DRESS
TABLE 4.13 TYPE OF DRESS

S.NO TYPE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Fancy Dress 86 29

2 Formal Dress 72 24

3 Party Wear 18 06

4 Casual Dress 42 14

5 All The Above 82 27

INFERENCE

The above table shows that, 29 percent of the respondents are prefer the fancy
dress, 27 percent of the respondents are prefer the all types, 24 percent of the
respondents are prefer the formal dress, 14 percent of the respondents are prefer the
casual dress, 06 percent of the respondents are prefer the party wear. It is found that
the majority of the respondents are preferred the fancy dress.

CHART 4.13 TYPE OF DRESS

43
4.14 IDEAL OPINIONS
4.14(i) BEFORE ENTERING THE SHOWROOM
TABLE 4.15(i) BEFORE ENTERING THE SHOWROOM

S.NO ENTERING NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS
(%)

1 Have a Budget To Purchase 161 53.66

2 Have a Color/Brand Choice 65 21.67

3 Have a Reason 74 24.67

Office/Party/ Casual

INFERENCE

The above table shows that, 53.66 percent of the respondents are coming to
purchase based on budget to purchase, 24.67 percent of the respondents are coming to
purchase based on reason to purchase, 21.67 percent of the respondents are coming to
purchase based on color and brand choice to purchase. It is found that the majority of
the respondents are in the feeling of before entering the showroom to have a budget to
purchase.

CHART 4.14(i) BEFORE ENTERING THE SHOWROOM

44
4.14 (ii) INSIDE THE SHOWROOM
TABLE 4.14(ii) INSIDE THE SHOWROOM

S.NO INSIDE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Ask For Brand Name 53 17.66

2 Color/Varities/Fabric 131 43.67

3 Check Price And Brand To 116 38.67

Buy

INFERENCE

The above table shows that, 43.67 percent of the respondents are asking for
color/varieties/fabric, 38.67 percent of the respondents are asking for check price and
brand to buy, 17.66 percent of the respondents are asking for brand name. It is found
that the majority of the respondents are asking for color/varieties/fabric.

CHART 4.14(ii) INSIDE THE SHOWROOM

45
4.14(iii) LEAVING THE SHOWROOM

TABLE 4.14(iii) LEAVING THE SHOWROOM

S.NO OUTSIDE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Highly Satisfied 186 62

2 Satisfied 66 22

3 Neutral 25 08.34

4 Dissatisfied 13 04.33

5 Highly Dissatisfied 10 03.33

INFERENCE

The above table shows that, 62 percent of the respondents are coming out they
are highly satisfied with purchase, 22 percent of the respondents are coming out they
are satisfied with purchase, 08.34 percent of the respondents are coming out they are
neutral with purchase, 04.33 percent of the respondents are coming out they are
dissatisfied with purchase, 03.33 percent of the respondents are coming out they are
highly dissatisfied with purchase. It is found that the majority of the respondents are
coming out they are highly satisfied with purchase

CHART 4.14(iii) LEAVING THE SHOWROOM

46
4.15 PARKING FACILITIES

TABLE 4.15 PARKING FACILITIES

S.NO PARKING NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Only For Two Wheelers 72 24

2 Only For Four Wheelers 31 10.33

3 Both Of Them 93 31

4 No Parking Facility 104 34.67

INFERENCE

The above table shows that, 34.67 percent of the respondents are reveal that
parking facility as no parking facility, 31 percent of the respondents are reveal that
parking facility as having for both of them, 24 percent of the respondents are reveal
that parking facility as only to two wheelers, 10.33 percent of the respondents are
reveal that parking facility as only for four wheelers. It is found that the majority of
the respondents are revealing that parking facility as no parking facility.

CHART 4.15 PARKING FACILITIES

47
4.16 ADVERTISEMENTS

TABLE 4.16 ADVERTISEMENTS

S.NO ADVERTISEMENT NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Idea Of Delivering The 76 25.33

Message

2 Frequently Changes In 105 35

Add

3 Logical Reason 44 14.67

4 Brand Modelers 75 25

INFERENCE

The above table shows that, 35 percent of the respondents are feel that idea of
frequently changes in add, 25.33 percent of the respondents are feel that idea of
delivering the message, 25 percent of the respondents are feel that idea of brand
modelers, 14.67 percent of the respondents are feel that idea of logical reason. It is
found that the majority of the respondents are feeling that idea of frequently changes
in ads.

CHART 4.16 ADVERTISEMENTS

4.17 PROMOTIONAL TOOLS

48
TABLE 4.17 PROMOTIONAL TOOLS

S.NO TOOLS NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Free Gifts 64 21.33

2 Discounts 176 58.67

3 Offers 60 20

INFERENCE

The above table shows that, 58.67 percent of the respondents are preferring
discounts, 21.33 percent of the respondents prefer free gifts and 20 percent of the
respondents are preferring offers. It is found that the majority of the respondents are
preferring discounts.

CHART 4.17 PROMOTIONAL TOOLS

49
4.18 ONLINE FACILITY

TABLE 4.18 ONLINE FACILITY

S.NO ONLINE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Yes 111 37

2 No 189 63

INFERENCE

The above table shows that, 63 percent of the respondents are not aware of
online purchase, 37 percent of the respondents are aware of online purchase. It is
found that the majority of the respondents are not aware of online purchase.

50
4.19 SERVICES PROVIDE

TABLE 4.19 SERVICES PROVIDE

S.NO SERVICES NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Only Before Purchase 52 17.33

2 Only After Purchase 73 24.33

3 Both 136 45.34

4 No Service Provided 39 39

INFERENCE

The above table shows that, 45.34 percent of the respondents feel that the
company is providing service both before and after purchase, 39 percent of the
respondents feel that the company is providing service no services, 24.33 percent of
the respondents feel that the company is providing service only after purchase, 17.33
percent of the respondents feel that the company is providing service only before
purchase. It is found that the majority of the respondents are feel that the company is
providing service both on before and after purchase.

51
4.20 APPROACHES
TABLE 4.20 APPROACHES

S.NO TREAT NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Very Good 59 19.66

2 Good 183 61

3 Fair 30 10

4 Bad 18 06

5 Worst 10 03.34

INFERENCE

The above table shows that, 61 percent of the respondents feel that
approaching of the salesmen is good, 19.66 percent of the respondents feel that
approaching of the salesmen is very good, 10 percent of the respondents feel that
approaching of the salesmen is fair,06 percent of the respondents feel that
approaching of the salesmen is bad, 03.34 percent of the respondents are feel that
approaching of the salesmen is worst. It is found that the majority of the respondents
feel that approaching of the salesmen is good.

52
4.21 KNOWLEDGE OF EMPLOYEE
TABLE 4.21 KNOWLEDGE OF EMPLOYEE

S.NO KNOWLEDGE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Sufficient Knowledge 146 48.66

2 Average Knowledge 130 43.34

3 Poor Knowledge 24 08

INFERENCE

The above table shows that, 48.67 percent of the respondents are reveal that
the employee having sufficient knowledge about the products, 43.34 percent of the
respondents are reveal that the employee having average knowledge about the
products, 08 percent of the respondents are reveal that the employee having poor
knowledge about the products. It is found that the majority of the respondents are
reveal that the employee having sufficient knowledge about the products.

53
4.22 EMPLOYEES PERFORMANCE
TABLE 4.22 EMPLOYEES PERFORMANCES

S.NO PERFORMANCE NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Highly Satisfied 103 34.33

2 Satisfied 136 45.33

3 Neutral 46 15.34

4 Dissatisfied 05 01.66

5 Highly Dissatisfied 10 03.34

INFERENCE

The above table shows that, 45.33 percent of the respondents are satisfied with
the employee performance, 34.33 percent of the respondents are highly satisfied with
the employee performance, 15.34 percent of the respondents are neutral with the
employee performance, 03.34 percent of the respondents are highly dissatisfied with
the employee performance, 01.66 percent of the respondents are dissatisfied with the
employee performance. It is found that the majority of the respondents are satisfied
with the employee performance.

54
4.23 SATISFICATION LEVEL ON BILLING SYSTEM
TABLE 4.23 SATISFICATION LEVEL ON BILLING SYSTEM

S.NO BILLING SYSTEM NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Highly Satisfied 175 58.33

2 Satisfied 77 25.67

3 Neutral 36 12

4 Dissatisfied 07 02.33

5 Highly Dissatisfied 05 01.67

INFERENCE

The above table shows that, 58.33 percent of the respondents are highly
satisfied with the billing system, 25.67 percent of the respondents are satisfied with
the billing system, 12 percent of the respondents are neutral with the billing systen,
02.33 percent of the respondents are dissatisfied with the billing system, 01.67 percent
of the respondents are highly dissatisfied with the billing system. It is found that the
majority of the respondents are highly satisfied with the billing system.

55
4.24 ENVIRONMENT

TABLE 4.24 ENVIRONMENT

S.NO ENVIRONMENT NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Very Comfort 66 22

2 Comfort 170 56.66

3 Good 40 13.34

4 Bad 10 03.33

5 Worst 14 04.67

INFERENCE

The above table shows that, 56.66 percent of the respondents are feeling
comfort with the environment, 22 percent of the respondents are feeling very comfort
with the environment, 13.34 percent of the respondents are feeling good with the
environment, 04.67 percent of the respondents are feeling worst with the environment,
03.33 percent of the respondents are feeling bad with the environment. It is found that
the majority of the respondents are feeling comfort with the environment.

CHART 4.24 ENVIRONMENT

56
4.25 DESIGN PREFERENCE

TABLE 4.25 DESIGN PREFERENCE

S.NO DESIGN NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Plain 129 43

2 Stripes 90 30

3 Fancy Design 123 41

4 Embroiling/Handwork 33 11
Design

5 Slight Design 73 24.33

6 Checked 57 19

7 Traditional Design 44 14.66

INFERENCE

The above table shows that, 43 percent of the respondents preferred plain
design,41 percent of the respondents preferred fancy design, 30 percent of
respondents preferred stripes, 24.33 percent of the respondents preferred design, 19
percent of the respondents preferred checked, 14.66 percent of the respondents
preferred traditional design, 11 percent of the respondents preferred
embroiling/handwork design. It is found that the majority of the respondents are in the
preferred plain design.

57
4.26 COLOR PREFERENCE

TABLE 4.26 COLOR PREFERENCES

S.NO COLOR NUMBER OF PERCENTAGE OF

RESPONDENTS RESPONDENTS (%)

1 Light Color 111 37

2 Mixed Color 51 17

3 Double Color 56 18.66

4 Fancy Color 105 35

5 Dark Color 55 18.33

6 Single Color 106 35.33

7 Standard Color 41 13.66

INFERENCE

The above table shows that, 37 percent of the respondents preferred light
color, 35.33 percent of the respondents preferred single color, 35 percent of
respondents preferred fancy color, 18.66 percent of the respondents preferred double
color, 18.33 percent of the respondents preferred dark color, 17 percent of the
respondents preferred mixed color, 13.66 percent of the respondents preferred
standard color. It is found that the majority of the respondents preferred light colors.

58
 CHI-SQUARE ANALYSIS

4.2 CHI-SQUARE TEST BETWEEN GENDER AND OPINION BEFORE

ENTERING THE SHOWROOM

Table 4.27 GENDERS AND OPINION BEFORE ENTERING THE SHOWROOM

Feeling
Budget Color/brand Reason Total
Gender

Male 92 44 47 183

Female 65 23 29 117

Total 157 67 76 300

To calculate chi-square test, the general formula is

2 2
χ = ∑ ( Ο− Ε ) /Ε

HYPOTHESIS:

NULL HYPOTHESIS (H0):

There is no significant relationship between the gender and feeling at before

entering the showroom.

ALTERNATIVE HYPOTHESIS (H1):

There is significant relationship between the gender and feeling at before

entering the showroom.

To calculate expected frequency, the formula used is

Row Total X Column Total

E= ---------------------------------------
Grand Total

59
Table 4.28
2 2
S.NO O E (O-E) ( Ο− Ε ) ( Ο− Ε ) / Ε

1 92 95.77 -3.77 14.21 0.14

2 44 40.87 3.13 9.79 0.23

3 47 46.36 0.64 0.40 0

4 65 61.23 3.77 14.21 0.23

5 23 26.13 -3.13 9.79 0.37

6 29 29.64 -0.64 0.40 0.01

Total 0.98

DEGREE OF FREEDOM:

(r-1)*(c-1)

(2-1)*(3-1)

INFERENCE

From the degree of freedom with 5% level of significant the table value is
5.991 and the calculated value obtained is 0.98, from this we identified that calculated
value is less than the table value. Hence the null hypothesis is accepted.

Therefore, there is no relationship between the gender and feeling at before

entering the showroom is analyzed by the chi-square test.

4.2.3 CHI-SQUARE TEST BETWEEN GENDER AND OPINION OUT FROM

THE SHOWROOM

60
Table 4.29 GENDERS AND OPINION OUT FROM THE SHOWROOM

feeling Highly Highly Total

Satisfied Neutral Dissatisfied
Gender satisfied dissatisfied

Male 36 116 13 10 8 183

Female 28 75 10 2 2 117

Total 64 191 23 12 10 300

To calculate chi-square test, the general formula is

2 2
χ = ∑ ( Ο− Ε ) /Ε

HYPOTHESIS:

NULL HYPOTHESIS (H0):

There is no significant relationship between the gender and feeling at out from
the showroom.

ALTERNATIVE HYPOTHESIS (H1):

There is significant relationship between the gender and feeling at out from the
showroom.

To calculate expected frequency, the formula used is

Row Total X Column Total

E= ---------------------------------------
Grand Total

Table 4.30

61
 2 2
S.NO O E (O-E) ( Ο− Ε ) ( Ο− Ε ) / Ε

1 36 39.04 -3.04 9.24 0.23

2 116 116.51 -0.51 0.26 0

3 13 14.03 -1.03 1.06 0.07

4 10 7.32 2.68 7.18 0.98

5 8 6.1 1.9 3.61 0.59

6 28 24.96 3.04 9.24 0.37

7 75 74.49 0.51 0.26 0

8 10 8.97 1.03 1.06 8.46

9 2 4.68 -2.68 7.18 1.53

10 2 3.9 -1.9 3.61 0.92

Total 13.15

DEGREE OF FREEDOM:

(r-1)*(c-1)

(2-1)*(5-1)

INFERENCE

From the degree of freedom with 5% level of significant the table value is
9.488 and the calculated value obtained is 13.15, from this we identified that
calculated value is greater than the table value. Hence the null hypothesis is rejected
and the alternative hypothesis is accepted.

Therefore, there is relationship between the gender and feeling at out from the
showroom is analyzed by the chi-square test.

4.2.4 CHI-SQUARE TEST BETWEEN INCOME AND PURCHASE

PREFERENCE OF THE CUSTOMER

Table 4.31 INCOME AND PURCHASE PREFERENCE OF THE CUSTOMER

62
 PREFERENCE
Quality Price Varieties Total
INCOME

Below 100000 33 22 22 77

100000 to 300000 84 27 68 179

Above 300000 18 10 16 44

Total 135 59 106 300

To calculate chi-square test, the general formula is

2 2
χ = ∑ ( Ο− Ε ) /Ε

HYPOTHESIS:

NULL HYPOTHESIS (H0):

There is no significant relationship between the income and purchase

preference of the customer.

ALTERNATIVE HYPOTHESIS (H1):

There is significant relationship between the income and purchase preference

of the customer.

To calculate expected frequency, the formula used is

Row Total X Column Total

E= ---------------------------------------
Grand Total

Table 4.32

2 2
S.NO O E (O-E) ( Ο− Ε ) ( Ο− Ε ) /
Ε

63
 1 33 34.65 -1.65 2.72 0.07

2 22 15.14 6.86 47.05 3.10

3 22 27.20 -5.2 27.04 0.99

4 84 80.55 3.45 11.90 0.14

AGE\TYPE
5 Fancy
27 Formal
35.20 Party
-8.2 Casual 67.24
All the above
1.91Total
Below 25 16 17 5 9 14 61
6 to 35
25 68
33 63.24
37 12 4.76 18 22.65
37 0.35137
Above 35 32 23 2 14 31 102
7 18 19.8 -1.8 3.24 0.16
Total 81 77 19 41 82 300
8 10 8.65 1.35 1.82 0.21

9 16 15.54 0.46 0.21 0.01

Total 7.94

DEGREE OF FREEDOM:

(r-1)*(c-1)

(3-1)*(3-1)

INFERENCE

From the degree of freedom with 5% level of significant the table value is
9.488 and the calculated value obtained is 7.94, from this we identified that calculated
value is less than the table value. Hence the null hypothesis is accepted.

Therefore, there is no relationship between the income and purchase

preference of the customer is analyzed by the chi-square test.

ANOVA

4.3. TWO WAY ANOVA FOR RELATIONSHIP BETWEEN AGE AND TYPE
OF DRESSES PREFERRED BY RESPONDENTS

TABLE 4.33 AGE AND TYPE OF DRESSES PREFERRED BY RESPONDENTS

64
HYPOTHESIS:

Null hypothesis 1 (h01):

There is no significant relation between age of respondent and type of

preference of the respondents.

Alternative Hypothesis 1 (h11):

There is significant relation between age of respondent and type of preference

of the respondents.

NULL HYPOTHESIS 2 (h02):

There is no significant relation between age of respondent and type of dresses

preferred by the respondents.

Alternative Hypothesis 2 (h12):

There is significant relation between age of respondent and type of dresses

preferred by the respondents.

TABLE 4.34 Anova: Two-Factor without Replication

SUMMARY COUNT SUM AVERAGE VARIANCE

Row 1 5 61 12.2 25.7
Row 2 5 137 27.4 135.3
Row 3 5 102 20.4 158.3
Column 1 3 81 27 91
Column 2 3 77 25.66667 105.3333
Column 3 3 19 6.333333 26.33333
Column 4 3 41 13.66667 20.33333
Column 5 3 82 27.33333 142.3333

TABLE 4.35

SOURCE OF
SS DF MS F P-VALUE F CRIT
VARIATION
Rows 578.8 2 289.4 12.06671 0.003841774 4.45897
1085.33 271.333
Columns 4 11.31341 0.002240405 3.837853
3 3
191.866 23.9833
Error 8
7 3

TOTAL 1856 14

DEGREE OF FREEDOM

65
V1 = (r-1)

V2 = (c-1)

d.f = V1*V2

2*4

INFERENCE

From the degree of freedom with 5% level of significant the table value for
hypothesis 1 as 4.45897 and the calculated value obtained is 12.066, from this we
identified that calculated value is higher than the table value. Hence the null
hypothesis is rejected and the alternative hypothesis is accepted.

Therefore, there is significant relation between age of respondent and type of

preference of the respondents.

From the degree of freedom with 5% level of significant the table value for
hypothesis 2 as 3.837853 and the calculated value obtained is 11.313, from this we
identified that calculated value is higher than the table value. Hence the null
hypothesis is rejected and the alternative hypothesis is accepted.

Therefore, there is significant relation between age of respondent and type of

dresses preferred by the respondents.

CHAPTER - 5

66
 FINDINGS

CHAPTER - 5
FINDINGS, SUGGESTIONS AND RECOMMENDATIONS, CONCLUSION

5.1 FINDINGS

1. Out of 300 customers, 71% are males’ respondents.

2. Out of 300 respondents, 96% of customers are aware about the Chennai silks

67
3. 55.6% respondents prefer multibrand shop to make their purchase.

4. 33 % of the respondents are preferred to make a purchase of occasionally.

5. 47% respondents giving importance to quality.

6. 29% respondents prefer to purchase fancy dress also nearest to 27% people prefer
to purchase all type of dress.

7. 54% respondents coming to purchase based on budget.

8. 44% respondents have ideal opinion to ask for color/varieties/fabrics.

9. 62% respondents while coming out they are highly satisfied with purchase.

10. 35% respondents reveal that need parking facilities.

11. 35% respondents likes that frequent changes of add.

12. 59% respondents prefer free discounts.

13. 57% of respondents are feeling comfort with the environment.

14. There is relation between gender and ideal opinion of the respondents.

15. There is relation between age and type of dress preferred by respondents.

68
 SUGGESTIONS AND RECOMMENDATION

5.2 SUGGESTIONS AND RECOMMENDATIONS

The customers prefer mostly for quality of product, so keep the quality as much high
as possible.

69
Most of the customers don’t know about the parking facilities which are providing to
them; give some identification in parking areas which are viewable by the customers.

Customers mostly prefer the Chennai silks for the quality, service, and atmosphere
which attracted them strongly, but nearly 40 per cent of customers suggest need
canteen or mini mess facility.

Nearly 30% of people suggest providing the delivery at near to the billing section.

More than 90 per cent of the respondents are male the prefer the design and color
mostly as plain and light respectively.

70
 CONCLUSIONS

5.3 CONCLUSION

A survey of the people has been conducted to know the preference of the
Chennai silks. It is observed that overall people like to purchase in the Chennai silks

71
rather than others. It is concluded that mostly people preferred Chennai silks due to its
quality, service, and atmosphere. Some people often like to have a purchase with
varieties, brands, etc.,

It is thus concluded from the facts collected that mostly people refer to buy big
package of their favorite dresses, and sometimes some of them go for small and
family package.

72
 BIBLIOGRAPHY

BIBLIOGRAPHY

STEPHEN DANIELLS, (7th October 2008), Food Quality and Preference,

Volume 19, Issue 8, Pages 719-726.

73
BEVERLY J. TEPPER and AMY C. TRAIL, (15 September 1998), Journal of
Food Science and Technology.

S.KANDASAMY, (2008), Market Research on Textile Fabrics in Chennai

City, IIPM library Chennai

74
 APPENDI
CES
QUESTIONNAIRE

Personal information:

Name: ………………………………………………… Contact number:

75
Age: Gender: male female

a. below 25 b. 25 – 35 c. above 35

Educational qualification:

a. Below SSLC b. Higher secondary c. Under graduate

d. Post graduate e. above post graduate

Occupation:

a. Govt employee b. Private employee c. Business

d. Labor e. Student

Income:

a. below 1, 00,000 b. 1, 00,000 to 3, 00,000 c. above 3, 00,000

Customer preferences:

1. What kind of shop from which you normally make your purchase?

a. Company retail outlet b. From the wholesale market

c. From the multiband retail shop

2. What kind of price range do you expect to purchase?

a. Below 500 b. 500 to 1000 c. Above 1000

3. How often did you make a purchase?

a. Occasionally b. Periodically c. Monthly once

d. Yearly twice/trice e. Yearly once

4. Are you aware of the Chennai silks?

a. Yes b. No

5. What the Chennai silks provide to customers?

a. Collections b. Varieties c. Brands

d. Services e. Atmosphere

6. Through which medium did you came to know about the Chennai silks?

76
 a. Advertisement through media

b. Advertisement through newspaper/banners

c. Relatives and friends

d. Others

7. What is your preference when coming to purchase here?

a. Quality b. Price c. Varieties

8. Compare to other shops what are the reasons for preferring Chennai silks?

a. Quality b. Price & services c. Varieties

g. Prestigious brands h. All the above

9. Normally what type of dresses you prefer here to purchase?

a. Fancy dress b. Formal dress c. Party wear

d. Casual dress e. All the above

10. Give your ideal opinion:

I. Before entering the showroom, how you feel?

a. Have a budget to purchase b. Have a color/brand choice

c. Have a reason-office/party/casual

II. What you feel, inside the showroom?

a. Ask for brand name b. Color/varieties/Fabric

c. Check price and brand to buy

III. What is your feeling, while leaving the showroom?

a. Highly satisfied b. Satisfied c. Neutral

d. Dissatisfied e. Highly dissatisfied

11. Whether parking facilities are available?

a. Only for two wheelers b. Only for four wheelers

c. Both of them d. No parking facility

77
 12. What attracted you in the advertisement?

a. Idea of delivering the message b. frequently changes in add

c. Logical reason d. Brand modelers

13. What are the promotional tools you prefer?

a. Free gifts b. Discounts c. Offers

14. Are they providing discount and benefits regularly?

a. Always b. Periodically c. Functional periods

15. Do you know about online shopping in the Chennai silks?

a. Yes b. No

If yes means, Are you purchase through online shopping?

a. Yes b. No

16. Whether they provide all services?

a. Only before purchase b. Only after purchase

c. Both d. No services provided

17. How does employee or salesman treat the customer?

a. Very good b. Good c. Fair

d. Bad e. Worst

18. Whether they provide sufficient employee to all the floors?

a. Sufficient b. Average c. Not enough

19. Whether employees have enough knowledge about the product?

a. Sufficient knowledge b. Average knowledge

c. Poor knowledge

20. Are you satisfied with employees’ performance?

a. Highly satisfied b. Satisfied c. Neutral

d. Dissatisfied e. Highly dissatisfied

78
 21. Give your satisfactory level on billing system?

a. Highly satisfied b. Satisfied c. Neutral

d. Dissatisfied e. Highly dissatisfied

22. Tell about the level of satisfaction on this management in the retail market?

a. High level of satisfaction b. Medium level of satisfaction

c. Low level of satisfaction

23. How you feel on the environment inside the showroom?

a. Well comfort b. Comfort c. Good

d. Bad e. Worst

24. Select your most preferable colors and designs at the Chennai silks?

Designs: Colors:

Plain Slight design Light color Dark color

Stripes Checked Mixed color Single color

Fancy design Traditional design Double color Standard color

Embroiling/handwork design Fancy color

25. Any other suggestions about your expectations?

…………………………………………………………………………………………
…………………………………………….
…………………………………………………………………………………………
…………………………………………………………………………………

 Thank you 

79