A STUDY ON CUSTOMER AWARENESS

TOWARDSARUNACHALAGOUNDAR TEXTILE MILL, ERODE’’

A report submitted to the Periyar University in partial fulfillment of

the requirements for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

By

G.BALRAJ
20UBA1791
Under the Guidance of

Dr. S. RAVI, M.B.A., M.B.M., M.Phil., Ph.D.,

Guest Lecture

DEPARTMENT OF MANAGEMENT STUDIES

GOVERNMENT ARTS AND SCIENCE COLLEGE

IDAPPADI- 637 102

APRIL-2023
CERTIFICATE
 GOVERNMENT ARTS AND SCIENCE COLLEGE,
IDAPPADI
DEPARTMENT OF MANAGEMENT STUDIES

CERTIFICATE

This is to certify that the project entitled “A STUDY ON CUSTOMER

AWARENESS TOWARDS ARUNACHALAGOUNDAR TEXTILE
MILL, ERODE’’is a bonafidework carried out byG.BALRAJ, (Reg. No.
20UBA1791) under my supervision and guidance during the academic
year 2022 – 2023 in partial fulfillment of the requirements for the award
of the degree of BACHELOR OFBUSINESS ADMINISTRATION and
the work is an original one and has not formed basis for the award of
any degree, diploma, associateship, fellowship of any other similar title.

GUIDE HOD

Project report evaluation viva-voce examination conducted on

________________.

INTERNAL EXAMINEREXTERNAL EXAMINER

DECLARATION
 GOVERNMENT ARTS AND SCIENCE COLLEGE,
IDAPPADI
DEPARTMENT OF MANAGEMENT STUDIES

DECLARATION

I hereby declare that this project entitled “A STUDYONCUSTOMER

SATISFACTION AWARENESS TOWARDS
ARUNACHALAGOUNDAR TEXTILE MILL, ERODE”submitted to the
GOVERNMENT ARTS AND SCIENCE COLLEGE, IDAPPADI, in partial
fulfillment of the requirements for the award of BACHELOR OF
BUSINESS ADMINISTRATION is an original one and has not been
submitted earlier either to this university or to any other institution for
the award of any degree / diploma.

Date:Signature of theCandidate

Place:Idappadi
ACKNOWLEDGEMENT
 GOVERNMENT ARTS AND SCIENCE COLLEGE,
IDAPPADI
DEPARTMENT OF MANAGEMENT STUDIES

ACKNOWLEDGEMENT

I extend my whole hearted gratitude to LORD ALMIGHTY for having given

me the physical and mental strength to complete this project successfully.

I express my sincere thanks to Honorable VICE CHANCELLOR and

REGISTRAR,Periyar University, Salem for having given me the opportunity to
pursue BBA course. I express my deep sense of gratitude to Dr. J. JEROM
FERNANDO, M.A., M.Phil., Ph.D., Principal, Government Arts and Science College,
Idappadi for providing me the opportunity to do the project.

I take this opportunity to express my profound thanks to my distinguished

guideDr. S. RAVI, M.B.A., M.B.M., M.Phil., Ph.D., Assistant Professor and Head,
Department of Management Studies, Government Arts and Science College, Idappadi
for his valuable guidance for the successful completion of this project.

I woud like to express my sincere thanks to my guide Dr. S. RAVI, M.B.A., M.B.M.,
M.Phil., Ph.D.,Deparment of Management Studies, Government Arts and Science College
Idappadi for his valuable guiaence for the successful completion of this project.

I would like to express my sincere thanks to my Department faculty members

Mr.J.S. MAHESWARAN, M.B.A., SET., Dr. M. MURUGESAN, M.Com., M.B.A.,
M.Phil., Ph.D., Dr. U. MALINI, M.B.A., Ph.D., Guest Lecturers for their valuable
suggestions and encouragement.

I also thank the Manager and Staff members of “ARUNACHALAGOUNDAR

TEXTILE MILL’’ for permitting and guiding me to complete my project
successfully.

G.BALRAJ
 CONTENTS

CHAPTER NO PARTICULARS PAGE NO

1.1 INTRODUCTION ABOUT THE STUDY 1

1.2 OBJECTIVES OF THE STUDY 8

I 1.3 SCOPE OF THE STUDY 9

1.4 LIMITATIONS OF THE STUDY 10

1.5 RESEARCH METHODOLOGY 11

2.1 INDUSTRY PROFILE 14

II
2.2 COMPANY PROFILE 24

III REVIEW OF LITERATURE 27

IV DATA ANALYSIS AND INTERPRETATION 31

5.1 FINDINGS 65

V 5.2 SUGGESTIONS 67

5.3 CONCLUSION 68

BIBLIOGRAPHY 69

APPENDIX 70
S.NO LIST OF TABLES P.NO

4.1 TABLE SHOWING CLASSIFICATION OF THE

31
RESPONDENTS BY GENDER
4.2 TABLE SHOWING THE AGE OF THE RESPONDENTS 33

4.3 TABLE SHOWING THE MARITAL STATUS OF THE

35
RESPONDENTS
4.4
TABLE SHOWING THE LEAD TIME TAKEN BY THE
37
COMPANY IS ACCEEPTABLE

4.5 TABLE SHOWING THE HAND FEELS THE FABRIC IS

39
SATISFACTORY

4.6
TABLE SHOWING THE AWERNESS OF ARUNACHALA
41
GOUNDAR TEXTILE MILLPVT LTD

4.7
TABLE SHOWING THE YEAR OF UTILIZINGARUNACHALA
43
GOUNDAR TEXTILE MILLPVT LTD PRODUCTS

4.8 TABLE SHOWING SATISFICATION LEVEL OF PACKAGING

45
OF THE PRODUCTS OFFERED BY THE COMPANY

4.9
TABLE SHOWING THE ARUNACHALA GOUNDAR
TEXTILE MILLPVT LTD PRODUCTS IS BETTER THAN THE 47
OTHER COMPANY IN THE MARKET

4.10 TABLE SHOWING THE SOURCE OF AWARENESSOF

ARUNACHALA GOUNDAR TEXTILE MILLPVT LTD 49
BRANDS & PRODUCTS
4.11 TABLE SHOWING FACTORS INFLUENCES TO BUY
51
ARUNACHALA GOUNDAR TEXTILE MILL PVT LTD

4.12
TABLE SHOWING THE CRETERIA TO CHOOSE PRODUCTS 53

4.13 TABLE SHOWING THE COMPANY IS ABLE TO GIVE THE

55
QUALITY PRODUCT ON TIME
4.14
TABLE SHOWING THE SATISFACTION WITH
57
AVAILABILITY

4.15
TABLE SHOWING SATISFACTION WITH QUALITY 59

4.16 TABLE SHOWING THE SATISFACTION WITH PRICE 61

4.17
TABLE SHOWING THE PROBLEMS IN BUYING 63
S.NO LIST OF CHARTS P.NO
4.1. CHART SHOWING THE CLASSIFICATION OF THE
32
RESPONDENTS BY GENDER

4.2. CHART SHOWING AGE OF THE RESPONDENTS 34

4.3. CHART SHOWING THE MARITAL STATUS OF THE

36
RESPONDENT

4.4.
CHART SHOWING THE LEAD TIME TAKEN BY THE
38
COMPANY IS ACCEEPTABLE

4.5. CHART SHOWING THE HAND FEELS THE FABRIC IS

40
SATISFACTORY

4.6.
CHART SHOWING THE AWERNESS OF ARUNACHALA
42
GOUNDAR TEXTILE MILLPVT LTD

4.7.
CHART SHOWING THE YEAR OF
UTILIZINGARUNACHALA GOUNDAR TEXTILE MILLPVT 44
LTD PRODUCTS.

4.8.
CHART SHOWING SATISFICATION LEVEL OF
PACKAGING OF THE PRODUCTS OFFERED BY THE 46
COMPANY

4.9.
CHART SHOWING THE ARUNACHALA GOUNDAR
TEXTILE MILLPVT LTD PRODUCTS IS BETTER THAN THE 48
OTHER COMPANY IN THE MARKET
4.10 CHART SHOWING SOURCE OF AWARENESSOF
ARUNACHALA GOUNDAR TEXTILE MILLPVT LTD 50
BRANDS & PRODUCTS

4.11 CHART SHOWING FACTORS INFLUENCES TO BUY

52
ARUNACHALA GOUNDAR TEXTILE MILL PVT LTD

4.12
CHART SHOWING THE CRETERIA TO CHOOSE PRODUCTS 54

4.13 CHART SHOWING THE COMPANY IS ABLE TO GIVE THE

56
QUALITY PRODUCT ON TIME

4.14
CHART SHOWING THE SATISFACTION WITH
58
AVAILABILITY

4.15
CHART SHOWING SATISFACTION WITH QUALITY 60

4.16 CHART SHOWING THE SATISFACTION WITH PRICE

62

4.17
CHART SHOWING THE PROBLEMS IN BUYING 64
CHAPTER-I
 CHAPTER- I

1.1 INTRODUCTION ABOUT THE STUDY

Awareness

Awareness is the state of knowing something, such as the awareness that the sun comes up
every morning. The adjective aware gets turned into a noun when the suffix ness is added,
so awareness is the state of being aware, or having knowledge of something. Awareness offers
more than just hope though. It can to lead to action. To be effective in our efforts, we need to
make sure we help others translate that awareness into actionable items. This can be through
helping to change behavior or acting upon beliefs.

Consumer

Consumers are individuals who buy products for household consumption or for
themselves. Consumer awareness refers to a buyer’s knowledge of a particular product or services
which he/she is going to consume. The consumer may or may not be conscious about the
originality and quality of the products which he is going to consume.

Customer Awareness

Customer awareness is the public’s level of understanding about the importance and
implications of women’s and girls’ safety in cit ies and communities. Raising Customer awareness
is not the same as telling the public what to do – it is explaining issues and disseminating
knowledge to people so that they can make their own decisions. High Customer awareness occurs
when a significant proportion of society agrees that the safety of women and girls in the city is an
issue that is of great importance to all citizens.

Low Customer awareness occurs when a majority of people do not know or do not care
about women’s and girls’ safety in the city. There are two main areas to focus on when raising
awareness about safe cities for women. First, there is general public awareness, which involves
widespread understanding and acknowledgement of the issues on a societal level. Second, there is
self-awareness, which occurs when individuals understand how the concept of safe cities for
women affects them personally.
 There are different ways to raise Customer awareness about safe cities for women. It can
be done through specific planned events, poster campaigns, websites, documentaries, newspaper
articles, in schools and workplaces – any publicly available medium. Different examples of
strategies for raising awareness are presented throughout this section. Ideally, programme partners
would combine a few strategies together, each tailored to the priority and specific groups of the
population.

Methodologically sound approaches to raising awareness, together with sufficient

exposure have been shown, through social science research, to have an effect on knowledge,
attitudes and behaviour. It is usually more effective to create a coordinated, long-term awareness-
raising campaign than to create large, short-term campaign. This is because when the concept of
safe cities for women is talked about over time, its importance becomes normalized – it becomes a
normal part of people’s everyday lives. By contrast, if there is only one single campaign to
address the issue of safe cities for women, people may forget about the issues once the campaign
is over.

Meaning

Consumer Awareness is an act of making sure the buyer or consumer is aware of the
information about products, goods, services, and consumers rights. Consumer awareness is
important so that buyer can take the right decision and make the right choice

Definition

“Customer awareness” may be defined as the understanding by an individual of their rights

as a customer concerning available products and services being marketed and sold. The concept
includes 4 classes such as safety, preference, records, and the right to be heard. Customer
awareness is a part of an organization’s marketing & communications plan. It is a process that
helps an entrepreneur educate customers about his/her company, its performances and the
products or services his/her company delivers.

Important of Customer awareness

Customer awareness is important because safe cities for women are created when
people in cities work together to eliminate violence against women and girls. In order to
work together, the public needs to have a common understanding of what violence against
women and girls is, and how it relates to women’s and girls’ safety in their communities.
Raise Customer awareness

Raising Customer awareness involves creating a specific messaging campaign about a

particular issue. Awareness-raising can be an important part of developing community support for
changes in the informal justice sector; it has been shown to change knowledge and attitudes about
violence against women. Campaigns should focus on tangible issues that are most relevant to the
lives of community members, and should help women and other community members better
understand their rights or an action that they can take to claim their rights. Customer awareness
campaigns should prioritize the message that women have the right to be free from violence in all
its forms.

Messaging campaigns should be clear and simple, associated with a campaign logo or a
consistent image, sustained over time, and should form part of a larger coordinated strategy.
Awareness campaigns may include events, poster campaigns, websites, documentaries, newspaper
articles, radio, TV, or theatre programmes – creative, innovative ways of sharing information with
the community can increase the success of awareness raising efforts.

Customer awareness Campaign

A Customer awareness campaign is a marketing effort to build public recognition of a

problem through media, messaging, and an organized set of communication tactics. These
campaigns target a large number of people over a specific period of time to try and generate
specific outcomes or achieve pre-determined goals.

Customer awareness Campaigns Important

Customer awareness campaigns are important because they can be used to contribute to
policy change by putting pressure on policy-makers and encouraging the community to take
action. These campaigns can inform the community about a current problem by highlighting and
drawing attention to it in such a way that the information and education provided can solicit action
to make changes.
Create Customer awareness Campaign

Here are some steps you can take to create your own Customer awareness campaign:

1. Determine your topic and goals of your campaign. Your goals should focus on big
issues and include SMART goals.

2. Decide on the modality you will use to disseminate the information. Will you need a
special software like a website or email campaign generator? What will you need to
effectively spread your message?

3. Identify your supporters. If you are raising awareness about an issue that impacts your
local community, ensure you are engaging the community members. Once you have
engaged your community members, you now have a network of supporters to help
promote your cause.

4. Engage community leaders and develop champions. Community leaders can share your
message with specific audiences that other supporters may not be able to reach. These
leaders are most often top business leaders, policymakers, or influential communit y
members.

5. Create a Media Strategy. What types of media will you use to engage your
community? How will you use social media to your benefit? Will you pay for ad
space? Will you contact your local newspaper for an article? How often will you share
your message?

6. Develop a comprehensive implementation plan. It is important to create a detailed

document that specifically calls out SMART goals and activities you will implement each
step of the way of your campaign. The plan can help keep you on track and help you
monitor your progress. Check out the World Health Organization's Comprehensive
Implementation Plan for an example.

7. Tie into other efforts. Check out what other awareness campaigns exist in your
community and learn from them. What works? What doesn't? How can you use what
they have learned to ensure your campaign is a success?

8. Fundraising and budgeting. You need to ensure you have a specific budget in place and
have fundraising strategies in place.
Need and importance of consumer awareness

It has been observed very often that a consumer does not get right goods and services. He
is charged a very high price or adulterated or low quality goods are sold to him. Therefore it is
necessary to make him aware. Following facts classify the need of making consumers aware:

1. To achieve maximum satisfaction :

The income of every individual is limited. He wants to buy maximum goods and services
with his income. He gets full satisfaction only by this limited adjustment. Therefore it is necessary
that he should get the goods which are measured appropriately and he should not be cheated in
any way. For this he should be made aware.

2. Protection against exploitation :

Producers and sellers exploit the consumers in many ways as underweighting, taking more
price than the market price, selling duplicate goods etc. Big companies through their
advertisement also mislead the consumers. Consumer awareness shields them from the
exploitation by producers and sellers.

3.Control over consumption of harmful goods :

There are several such goods available in market which cause harm to some consumers.
For example we can take goods like cigarette, tobacco, liquor etc. The consumer education and
awareness motivate people not to purchase such goods which are very harmful for them.

4. Motivation for saving :

The awareness controls people from wastage of money and extravagancy and inspire them
to take right decision. Such consumers are not attracted by sale, concession, free gifts, attractive
packing etc due to which people can use their income in a right way and can save money.

5. Knowledge regarding solution of problems :

The consumers are cheated due to illiteracy, innocence and lack of information. Therefore
it becomes necessary that the information about their rights should be provided to them so that
they cannot be cheated by producers and sellers. Through consumer awareness they are also made
known to the proceedings of laws so that they can solve their problems.
Top Objectives of a Customer Awareness Program

 Understand which category of customers would be interested in the product or service

you’re planning to sell.

 Prepare an effective marketing and advertising plan to reach the target consumer segment.

 Help customers find out your products and services.

 Convey a clear message explaining the strengths and benefits of your products.

 Gain consumer’s trust by helping them understand how the product will solve their

respective problems.

The 5 stages of Customer Awareness

1) Most Aware: The prospect is aware of the product, knows what it does and desires it.

2) Product Aware: The prospect is aware of the product however doesn’t yet need it.

3) Solution Aware: The prospect needs what the product does. But doesn’t realize there is a
product to be able to do it for him.

4) Problem Aware: The prospect doesn’t have a desire, however a need.

5) Unaware: The prospect is completely unaware of the need.

Steps to Building Customer Awareness

When building customer awareness, an entrepreneur determines his/her target market, uses a
very specific marketing tool or channels to engage and communicate with the consumers and help
them increase product and service knowledge.
 The three major steps that a customer awareness program includes can be explained as
below –

1. In the first stage, a company creates awareness by pointing out the pain point of the
customers. The company needs to talk more about the problem at this stage. The intention
is to make consumers aware of the prevailing problem if they’re not already. Raise
awareness using a very logical message.

2. Give customers a solution to that problem in the second step. Get customer’s attention by
presenting your solution as the best way to solve the respective problem.

3. Presenting the product or brand as the best solution to the problem in the third stage. As
the customers will know the problem they are facing by this time, it will be easy for them
to understand that they can overcome the problem with the help of the brand.
 1.2 OBJECTIVES OF THE STUDY

To analyze the customer awareness of Arunachala goundar textilemillpvt ltd, erode.

To find the satisfactory level in quality, availability, price of the customers in using
arunachala goundar textile millpvt ltd products.
To analyze the factor influencing to buy products of the company.
To analyze the reason for choosing particular brand.
To know the problems of using arunachala goundar textile millpvt ltdproducts.
 1.3 SCOPE OF THE STUDY

The scope of the study is to know about the particular brand preference among the
consumer towards arunachala goundar textile millpvt ltd, Erode and the factors influencing
the customer.
The present study is to know the position of various brands of arunachala goundar textile
mill pvt ltd and the market sale of product increase bynumber of factors.
The sales volume of the product depends upon many factors which are highly influencing
the buying decision of the customer.
The collected data for the present study was confined only for 100 respondents.
The survey was confined to Erode only.
 1.4 LIMITATIONS OF THE STUDY

 The study restricts itself within Erode only.

 The study assumes that the information was given by the customer without any bios.
 The study is done based on the opinions of the sample taken at random, the size of which
is 100.
 The customers did not respond properly during peak hours.
 1.5 RESEARCH METHODOLOGY

To make the research systemized the researcher has to adopted certain method. The
method adopted by the researcher for completing the project is called research Methodology.
Researchers organize their research by formulating and defining a research problem. This helps
them focus the research process so that they can draw conclusions reflecting the real world in the
best possible way.

Research Design

A research design is the arrangements of conditions for collection and analysis of data in a
manner that aims to the research purpose with economy in procedure. It stands for advance
planning of the method to be adopted for collecting the relevant data and technique to be used in
the analysis, keeping in view the objectives of the research and availability of the respondent’s
time and money. With this as a base descriptive research design, which includes surveys and facts-
findings enquiries of different kinds. The major purpose of the descriptive research is for the
descriptive of the state affair, as it exists at present.

Data Collection Methods :

Pilot Study :

Before starting the project work, A pilot study should be conducted by conducting a
preliminary survey for preparing a standard Questionnaire. The unwanted Questions are removed
with consultation of company guide and faculty. Hence the Questions are arranged in the order of
Sequence.

Personal Interview:

In personal Interview is Investigation is conducted to the respondents in person by

circulating the finalized Questionnaire and collect relevant information
DATA COLLECTION

The study was conducted with the help of primary data

Primary data :

Primary data was collected from the respondents by using a structured Questionnaire.
Primary data refers to the information obtained firsthand by the researcher on the variables of
interest for the specific purpose of study. In case of descriptive research primary data can be
obtained through observation or through direct communication with respondents in one form or
another or through personal interviews or through questionnaires. Questionnaires were employed
to collect data.

Secondary data:

Secondary data refers to information gathered from sources already existing. Some sources
of secondary data are data available from previous research, information available from any
published or unpublished sources available either within or outside the organization, library
records, online data, websites and the internet. The secondary data of information of this study
were obtained through web sites, books, annual report, and internet.
SAMPLING PROCEDURE:

Sampling Size:

Sampling size of the study was 100.

Sample area:

Sample area is Arunachala goundar textile millpvt ltd, Erode.

Sampling Method:

Here Random sampling method is used. Random sampling is one of the simplest forms of
collecting data from the total population. Under random sampling, each member of the subset
carries an equal opportunity of being chosen as a part of the sampling process.

Statistical tools used

The data collected from the respondents were converted into readable for processing,
classification and arrangements. The data was tabulated and analyzed by using Statistical Methods
like.

1. Simple Percentage analysis

Percentage analysis

The word percent is formed of two words ‘Per’ and ‘cent’. ‘Per’ means out of and ‘cent’
means hundred. Therefore percent means out of hundred. The symbol for percent is %.
Percentage is a fraction with denominator as 100. Percentage is used in making comparison
between two or more series of data. Percentages are used to describe the relationship. Simple
percentage can also be used to compare the relative terms.

Number of respondents

Percentage = x 100

Total number of respondents

CHAPTER-II
 CHAPTER- II

2.1 INDUSTRY PROFILE

INDUSTRY PROFILE:

The present chapter discusses the origin of spinning mills, growth of cotton mills ,
growth of spinning mills composite mills in India, cotton mills industries in India, production
of yarn by spinning industries, spinning industry in India in general and spinning mills in
Tamil Nadu in particular. The growth of spinning mills, installed capacity, production of
yarn by spinning mills, workers on rolls, closure of mills, consequences of closure of mills in
India and the like are also discussed.

India is one of the biggest producer and consumer of cotton in the world. With the
introduction of cotton and better crop management practices, the average cotton yield has
increased from 300 kg/hectare to 550 kg/hectare About 90% of cotton growing area is now
occupied with cotton. Cottons show higher micro naira and lower level of trash than their
non-counterparts. Cotton farmers grow more of long staple variety and hence there is
shortage in availability of short staple and extra long staple cottons. Most of the imports are
Extra Long Staple (ELS) and cotton from the U.S., Egypt, and West Africa. The quality of
fiber produced is also of major concern. Indian cotton lacks the tenacity and color of
imported cotton varieties. The short fiber content is also high .The minimum support price set
by the government was often found inadequate by the farmers as their cost of cultivation has
gone high due to increase in input costs. Adding to this are the problems of irregular Rainfall,
Sreenivasan. S. Venkatakrishnan. S, “Cotton Fib equality Research needs” the Indian
perspective, Model training course on cultivation of long staple cotton, December 15-22-,
2007.

Volatility in market and poor supply chain. About 60 per cent of domestic cotton is
consumed by the Indian spinning industry. The new spinning system like air-vortex system
has stringent fiber requirements for trouble free processing and higher yam quality.
GOVERNMENT INCENTIVES FOR SPINNING SECTOR:

To the extent of 2% interest subvention would be given to the spinning mills, invested
on the technology modernisation and upgradation. The interest would be granted on the
machinery that a minimum of 15 years from the date of installation.

PROCESSING SECTOR:

A capital investment of 10% is provided.

To set up processing parks, 50% of the project cost, a maximum of Rs.75 crore will
be provided by Central Government. In addition to this the State Government will
provide 25% of the project cost, a maximum of Rs.37.50 crore.
An interest subvention of 5% will be provided to those who have availed 25%
contribution of SPV.
A capital subsidy of 10%, a maximum of Rs.10 lakh will be provided for buying of
the Wider Width Fabric Printing Machine.
15% capital subsidy, with a maximum of Rs.5 crore for promoting Effluent Treatment
Plants or Hazardous Waste Treatment Storage and Disposable Facility (HWTSDF)
will be given.

SPINNING SECTOR:

Despite the thrust given by the Textile Policy of 1985 to the spinning sector,
resulting in considerable modernisation, 80 percent capacity utilisation, and a 20
percent share of global cotton yarn exports, cotton spinning still suffers the problems
of over-capacity and of obsolete spindleage. This policy will continue the effort to
modernise and upgrade technology to international levels, and take the following
steps, in cotton spinning sectors:

• Encourage the spinning sector to continue to modernise

• Liberalise and encourage export of cotton yarn

SPINNING MILLS IN INDIA

Indian spinning industry is one of the biggest in the world with around50 million
spindles. Installed capacity of rotors in the country is around 8 laky. India has the second
highest spindle age after China and contributes to about25 per cent share in world trade of
cotton yarn. Cotton continues to be the predominant fiber consumed by the cotton mills
industry. Cotton mills contribute to over 60 per cent of Indian cotton mills exports. India is
biggest yarn exporter in world and mainly exports to China, Korea Republic, Bangladesh,
Egypt, Taiwan, Hong Kong, Turkey, Japan, Israel, European Union and Mauritius. India
produces yarn of wide range of counts, which varies from two to 120s Ne86Minsitry of
Cotton mills Office, Mumba41 and mainly dominated by cotton yarn. Other than 100per cent
cotton yarn, cotton is spun with other fibers to produce blended yarns. Some of the major
blended yarns exported from this country are polyester/cotton, cotton/viscose and
acrylic/cotton.

Some of the major blended yarns exported from this country are polyester/cotton,
cotton/viscose and acrylic/cotton the spinning mills were set up primarily in the state of
Tamil Nadu, Maharashtra, A.P, Haryana, Punjab- U.P, and Gujarat. In Tamil Nadu itself, the
management pattern of the spinning mills in 2000-01 to 2012-13 was much better growth
than 1990s.

A majority of the spinning mills, about 87 per cent to the total, are still in the private
sector while 9per cent of the spinning mills are in the co. Operative sector and 4 percent in
the public sector(central and state). Capacity wise, the private sector mills account for over
about 83 per cent of the spindle capacity, 97 percent of rotors, and 66 per cent of Looms,
while the remaining17 per cent of the spindle capacity, 3 percent of the rotor capacity and 34
percent of the Loom capacity are shared by the public and the co-operative sectors together.
Small Scale Spinning Mills In addition to the spinning and Spinning mills in the organized
sector, of late, large number of small scale spinning mills(the spinning mills having 6000 or
less spindles are termed as small scale spinning mills) have come up, Particularly in Tamil
Nadu in and around Coimbatore. There were 1035 SSI with an installed capacity of 4286451
spindles and130480 rotors in 2012-13.
Details of Textile Cooperatives assisted since inception:

Below chat shows that huge units and amount that distributed to the spinning sector in
INDIA.As on 31.03.2021, 6292 textile cooperative units were assisted by extending financial
assistance of Rs. 4185.00 crore as per the details given below:

Number of units Amount disbursed

S.No Activity
Sanctioned (Rs in crore)
1 Ginning & Pressing 92 31.71
2 Spinning 427 3117.37
3 Weaving, Processing & Garmenting 453 341.01
4 Handloom 3600 469.65
5 Coir 1421 177.57
6 Jute 184 39.61
7 Sericulture 115 8.08
TOTAL 6292 4185

GLOBAL SCENARIO OF COTTON MILLS INDUSTRY

The Cotton mills & Clothing trade in the global market is fast changing with the
scaling up of uses of cotton mills in diverse areas. Asian countries including India play a
dominant role in the international trade of the global market. China has the major share in
Cotton mills & Clothing trade in the International market and both Bangladesh & Hong Kong
have a significant share. It is reported that Asian countries export most of Cotton mills &
Clothing apparel to Europe, North America, and USA etc.

Asian countries are gaining in cotton mills trade due to lower costs compared to
African, Europe & South American countries. As per the Global Cotton mills & Apparel
Industry: vision 2015, World cotton mills and apparel trade is expected to reach US$805bn
by 2015 from US$650bn in 2010. At present few countries like Bangladesh, Thailand,
Cambodia, Sri Lanka, Pakistan contribute major share in Forex earnings of their country from
Cotton mills and Clothing trade, though their share in the world market is not very
significant.
GROWTH OF INDIAN COTTON INDUSTRY:

The Indian cotton mills industry is set for strong growth, buoyed by strong domestic
consumption as well as export demand. The most significant change in the Indian cotton
mills industry has been advent of man-made fibers (MMF).India has successfully placed its
innovation range of MMF cotton mills in almost all the countries across the globe.

 MMF production recorded an increase of 10% and filament yarn production due 6%
in the month of February.2014. MMF production increased by about 4% during the
period of April 2013- February 2014.
 During April 2013- February.2014cotton yarn production increased by about
10%.Blended and 100% non-cotton yarn production increased by 6%
duringFebruary.2014 and by 8% during the period of April 2013- February.2014.
 Cloth production by mill sector registered a growth of 9% in the month of
February.2014& of 6% during April 2013- February.2014.
 India’s cotton mills sector is one of the mainstays of the national economy. It is also
one of the largest contributing sectors of India’s exports contributing 11% to the
country’s total exports basket.
 The cotton mills industry is labor intensive and is one of the largest employers. The
industry realized export earnings worth US$41.51bn in 2013-2014.
 The cotton mills industry has two broad segments, namely handloom, handicrafts,
sericulture, power looms in the unorganized sector and spinning, apparel, garmenting,
made ups in the organized sector.

The Indian cotton mill industry is extremely varied, with a hand-spun & hand woven at
one end of the spectrum, and the capital-intensive sophisticated mill sector at the other. The
decentralized power looms or hosiery and knitting sector form the largest section of the
Cotton mills Sector. The close linkage of the industry to agriculture and the ancient culture,
the traditions of the country make the Indian cotton millss sector unique in comparison to the
cotton mills industry of other countries. This also provides the industry wit h the capacity to
produce a variety of product suitable to the different market segments, both within and
outside the country.
The reasons for the present crisis can be summarized as follows;

(1) The currency crisis in the South East Asian countries and consequent fall in
international prices for yarn and cotton mills. The production of cotton has not
increased in relation to the capacity addition in the industry.
(2) The policy of allowing export of cotton disregarding the requirement of domestic
industry. As a result, the price of the raw material shot up making production
uneconomical.
(3) It may also be mentioned that while the other countries are rapidly making their
industry more competitive by modernizing and restructuring, we lag behind on this
score also. China’s exports have increased by an overall 34.92% from the last year as
against India’s lowering exports.

INDIAN LAWS ABOUT TEXTILE INDUSTRY :

The Indian Textile industry is huge and contributing a lot to the GDP of our country.
The Textile Committee Act, 1963 Act to provide for the establishment of a committee for
ensuring the quality of textiles and textile machinery and for matters connected therewith.
The act ensure to maintain the quality of the textiles as well as machinery.

Whereas, The Textile Undertakings (Nationalisation) Act, 1995 is to provide for

the acquisition and transfer of textile undertakings, as well as the owners’ right, title, and
interest in respect of the textile undertakings, as specified in the First Schedule, in order to
increase the production and distribution of various types of cloth and yarn in order to serve
the general public’s interests, and for matters connected with or incidental threat.

“Ministry of Textiles” handle the Sick Textile Undertakings

(Nationalisation) Act, 1974 to provide for the acquisition and transfer of the sick textile
undertakings, as well as the owners’ right, title, and interest in respect of the sick textile
undertakings, as specified in the First Schedule, with a view to re-organizing purposes.
CHART SHOWS THAT THE GROWTH OF TEXTILE INDUSTRY IN INDIA:

Overview of Indian Textile Industry:

Indian textile industry is one of the leading industries in the world but this industry
largely depends upon the textile manufacturing and export. This industry earns 27% of its
total foreign exchange through textile exports. Moreover also contributes nearly 14% of the
total industrial production of the company. Indian textile industry contributes around 3% to
the GDP of the country. This industry is largest in country in terms of employment generation
by generating employment of 35 million people, and estimation is that this industry will
generate 12 million new jobs by the year 2010. SWOT Analysis of Indian textile industry
also reflects that India has great advantage in spinning sector.
Factors that ensures a bright future for the textile industry and spinningindustry in
india:

The spinning industry in India is way ahead of other segments of the value chain in
the textile industry in terms of capability, technology and innovation. The fundamental
strength of the textile industry is its strong production base with a wide range of raw
materials. Easy access to low-cost source materials, skilled workforce and availability of
essential components such as quality spinning cans and accessories will act as an added
advantage offering a competitive edge to the textile industry. The spinning sector is highly
diversified, catering to various segments ranging from traditional handloom products to
technical textiles.

Utilization of Technology progressions:

The Indian textile industry is an ever-growing market, with key competitors being
China and European Union. Indian textile sector holds an export value of more than 30
billion USD.It is responsible for more than 6 percent of the total production globally, valued
at approximately 150 billion USD. Modern technologies like automation and artificial
intelligence have transformed the textile industry in all fields. The increase in demand for
quality has led the textile industry to embrace technology intervention to minimize
production costs, labour cost and maintenance cost and deliver quality products according to
customer preferences. The demand in return has forced top spinning cans manufacturers to
develop products with precise quality and compatibility to adhere to the needs of the spinners
globally.

Retention of Sliver Properties:

Imperfections and unevenness in the yarn can cause significant damage to the final
yarn quality. Therefore, it is essential to handle sliver properly at every stage of the spinning
process. Spinning cans or sliver cans play a pivoted role in retaining original sliver properties.
Yarn manufacturing has been entirely transformed by hi-tech machinery at each process,
starting from Blow room to carding, drawing, combing, ring spinning, winding and packing.
The artificial intelligence-based control panels set all the required parameters of production
with minimum human intervention
Consistency in Quality:

The textile industry in India is now going through a consolidation phase, and the
emergence of the country as the second-largest textile exporter has encouraged numerous
textile players to increase their productivity extensively along with quality.

Traditionally, quality control was conducted through physical inspection by skilled

workers. Nowadays, tremendous usage of technology advancements is used to ensure
uniformity and quality. The state of the hi-tech art machines like Moisture Meter Digital, TPI
Tester, Digital Tachometer CE, AUTOBURST 70, and Stroboscope ensure top production
quality in the spinning mills.

Above all, quality spinning cans are installed to collect, store and transport all types
of sliver from carding to winding for retaining the yarn quality in terms of evenness and less
hairiness. Top spinning cans manufacturers and exporters have produced sliver cans wit h
compatibility and feasibility features to tend to the needs of the yarn manufacturers.

With all these developments in place, India’s textile and spinning cans industry is
expected to witness a spike in revenue sheets. India has become a dream market for most
marketers globally in several product segments.

Further, the textile sector is expected to witness some new trends shortly. The
government has proposed a scheme in budget 2021-2022 for setting upmega textile parks in
the country. This initiative will enable India’s textile industry to attract huge investments,
boost employment opportunities and become globally competitive. The Indian textiles sector
and spinning cans sector has immense potential to set an indelible mark by contributing to the
growth of the country’s economy.
PROCESS FLOW CHART OF TEXTILE INDUSTRY:
 2.2 COMPANY PROFILE

COMPANY PROFILE

Arunachala Gounder Textile Mills Pvt Ltd Manufacturer and supplier of a wide range
of products which include Modal And Modal Blended Yarns, Acrylic and Cotton blended
yarns, Bamboo and Bamboo blended yarns, Cotton Lycra Core Spun yarns, Viscose And
Viscose Blended Ring Spun Yarns and Viscose Open End yarns, in Erode, Tamil Nadu, India

About Arunachala Gounder Textile Mills Pvt Ltd

Arunachala Gounder Textile Mills Pvt Ltd : Manufacturer, supplier of acrylic yarn,
cotton yarn, polyester yarn, spinning mill, viscose yarn in Erode, Tamil Nadu, India.

Nature of Business Trade Manufacturer, Supplier

Manufacturing And Supply Service ,Manufacturing

Additional Business Type
Business

Contact Person Ramesh ( Director )

Business Key Segments Textile Mill,yarn

Firm Locality Erode, Tamil Nadu, India

Legal Status of Company Private Limited Company

Total Number of Employees 501 to 1000 People

Company's Annual Turnover Rs. 10 - 25 Crore

Payment, Shipping and Delivery Packaging and Policy Details
Payment Accepted Mode - Cash, Mobile/Net Banking, Electronics Bank Transfer

Goods Packaging Types

Plastic Wrap Packaging, Plastic Boxes, Paperboard Boxes

Shipping/Shipment Services

By Cargo, By Air

Estimated Delivery Time

2 To 4 Days

Business Dealing In

 supplier of Acrylic Yarn

 manufacturers Cotton Yarn

 Spun yarn Dealer

 Spinning Mills Units

 Viscose Spun Yarns manufacturer

The company got a license capacity of 22000 spindles. At present the company has
engaged in those businesses of manufacture of cotton yarns and has achieved a best place
in business field and financial result over the last 34 year of the company has induced 4
compars, a silver lab a ribbon lab.

The company is involved in blended cotton yarn, spinning ( not charkha ), cotton
yarn, spinning of cotton fiber including blended cotton, spinning of cotton fiber including
blended cotton, yarn of cotton, spinning (not charkha).The initial membership of the
society was 34 members and registered as a public Ltd company in the cooperative
sector& registered under Tamil Nadu Cooperative Societies Act 1969. The Handloom
Director, Managing Director of Tex fed, General Manager of mill& Finance manager.
 At present in Spinning Mills, there are 22 machines. The capacity of the machine is
1008spindles, which make up 22176 spindles.

Functioning process of the mill is carried on shift basis:-

Work shift Time

First shift 7am – 3pm

Second shift 3pm – 11 pm

Third shift 11pm – 7 am

Source: company records

Women were allowed to take 2 days leave in week & in the case of men, they are
allowed to take 1-day leave in a week. Both of them are given separate rest rooms &
canteen.Facilities are also provided in the mill itself with cheap rate. And other benefit which
the workers enjoyed inside the mill are provident fund, ESI, night allowance etc. Raw
materials being used are cotton taken from the flower& processed to convert it to yarn.

Raw materials are purchased mainly from Andhra Pradesh, Tamil Nadu, and
Maharashtra etc. the quality of raw material & those of yarn is based upon SITRA (South
India Textile Research Association) standard. Yarn produced here is of different verities
based upon the count which is used to measure its quality such as 40’s, 44’s 64’s. Among this
64’s, possess the highest demand in the market.

Production process of yarn yields wide varieties of wastes, which can be used for:

 Noil used to produce yarn by allowing it to reproducing process.

 Hard waste used in the workshops.
 Flat strips used as surgical cotton
 Pneumafils can be used again by allowing it reprocessing process.
CHAPTER-III
 CHAPTER -III REVIEW OF

LITERATURE

Chaudhry et al. (2011) highlights that consumer awareness through consumer

education and actions by the Government, consumer activists and associations are needed the
most to make consumer protection movement a success in the country.

Nair (2012)analyzed a negative result and limited consumer awareness among

respondents in spite of various Government initiatives. Singh (2015) states that consumer
exploitation should be brought down with proper awareness to the consumers on their rights
and how they could go about with things, if they have been cheated.

Singh and Sharma (2013) found difference in levels of awareness among

respondents with different educational qualification and profession.

Dr.Arora et al. (2014) is of the opinion that the benefits of consumer awareness of an
individual include enhanced critical thinking, improved life skills and increased self-
confidence. Results of their study indicate that teenagers are not fully aware of qualit y
assurance marks on different products.

Dr.Gurusamy et al. (2014) however found a positive result and observed almost
complete consumer awareness among the respondents of Erode district. Singh et al. (2014)
marks an unsatisfactory awareness level about Consumer Protection Act among the medical
as well as surgical specialists

KangkanaChaudhury(2015) With the development of industries and trade to cater

the needs of the consumers, a vast market came into being where the aim of businessmen is
only to get financial benefits from their products or services. In this attempt, they take
recourse of various means and modes like false and imaginary advertisements, concealment
of facts, adulteration etc. The findings of the study are unsatisfactory with regard to the
awareness level of students as consumers. Some of the Degree level students do not even
know that they are consumers. Their knowledge tells them that only the one who pays for the
product/service is a consumer. So, basically they have no idea that there is a clear difference
between a customer and a consumer. Checking of MRPs, manufacturing and expiry dates is a
normal activity of all consumers but not all check the ingredients used and manufacturer’s
name on the product. Almost none of the respondents have the habit of checking the quality
assurance mark on the product they consume which clearly indicate that they are little aware
of the fact that there are many who offer duplicate and inferior quality products in the market
which might be hazardous to the health and even the life of consumers.

Pushpa, M. and Senthilvasan, K.G. (2013) in their study “A Study on Consumer

Awareness among the People in Palani Town” reveals that a vast majority of consumers in
our country lack Consumer Education particularly those in rural areas who are easily subject
to exploitation and for this purpose there must be practical support on the part of the
Government, non- Government organizations, business and corporate Entities, consumer
protection department and educational research institution.

Parag A. Inamdar, (2013) in his study of “Consumer Protection - A Study of

Consumer Awareness in Mumbai City District” found that 32% consumers were aware about
the consumer protection law and 68% were not about such protection law and 14.6% know
the procedure of filing a complaint in consumer courts and 85.4% does not know the
procedure of filing a complaint in consumer courts.

Jayasubramanian, P. and Vaideke, A. (2012) in their study “A Study on Consumer

Awareness and Attitude towards Consumer Protection Measures” shows that consumer
protection measures are not aware to general public because of lack of proper
communication. They also said that consumerism is not going to be a threat but only a better
opportunity for better business.

Douglas McConnell(2015), has conducted a research study titled, “The Development

of Brand Loyalty: An Experimental Study”, A field experiment with a factorial design
showed that consumers developed preferences for three brands of a physically homogeneous
product (beer), identical except for brand name and price. The significance of the experiment
for marketing researchers lies mainly in the relative importance of perceived quality as a
determinant of brand loyalty. Obviously price is only one cue to quality in the real world, and
this makes perceived quality more difficult to measure than purchases over time.
Nevertheless, it is considered that more complex models having such variables will provide
considerably greater predictive power than the stochastic models being suggested.
 Fernandez, P. (2015), focuses on the impact of branding on youth in choice of
clothing as it is hypothesized that they are brand conscious. He suggests that brand conscious
is the right choice of clothing, which helps them create an image and identity for themselves.
Peer influence plays a crucial role in their choice of brands as it aids in their socialization
process. In addition, advertising is an important variable in conferring brand values and
establishing an image for the brand. Celebrity endorsements have a huge impact on branded
clothing too as they promote certain attributes like image, quality and status. The researcher
recommends that to retain loyalty of youth, brand managers need to build an emotional
attachment to make the brand special and bring lasting competitive advantage. Additionally,
advertising should be used to not only create awareness but influence brand image and
preference.

Khare, A. (2015), suggested that in developing countries, consumers are becoming

conscious of fashion brands. He was directed towards understanding the determinants of
fashion clothing involvement of Indian youth. He researched on Youths of Indian colleges to
understand the importance of fashion apparels in their lives.. The results show that Indian
youth is involved with branded fashion wear. There was not much significant difference in
the involvement of females and males towards fashion clothing.

Verma, A.P. and Tiwari, K(2016) covered the medium to high potential consumers
that international and national brands can target in the Indian context. This study measures
the segment values of some brands those have achieve success in the Indian market. Study
shows that people are becoming mere brand conscious with the increase in income level.
Brands and individuals would do well to understand the finer aspects of the scenario, and
venture out to capitalize on the opportunities.

Yin, H.S. and Susan, S. (2016) this study examine the purchase preferences towards
foreign and domestic branded apparels. It was found that preferences towards foreign
branded apparels are related to the level of purchasing power and is not related to the
demographics variables. 58% of the students surveyed preferred foreign branded apparel.
There is a positive relationship between media influence and preferences towards
foreign/domestic branded apparels. The more a person is exposed to the media, the stronger
will be the influence of the media in “persuading” the individual to purchase the apparel.
 Assael (2017) explained that consumer behaviour as the process of perceiving and
evaluating different components of a purchase. Furthermore, he explains that there are two
broad influences that decide consumer choice. At First, the individual consumer’s needs,
consciousness of brand characteristics and awareness to alternatives are of significance in the
matter of decision-making. Other factors that influence the choice of brand are the
consumer’s demographics, lifestyle and personal characteristics. Secondly, the environment
has importance in consumer behaviour, which consists of culture, social class and reference
groups.

Rayport and Jaworski (2017) study revealed that most of the consumer research
would primarily base on these seven stages and how different elements affect each stage of
consumers’ decisions, regardless of the different terms and consolidation of stages. Further
they point out that the significant impact of internet on consumer purchasing decision. This
new kind of non-shop retailing format has begun replacing the fairly established catalogue
and TV shopping and its development is rapid albeit it is more recently found in comparison
with the existing non-shop retailing modes.

Saravanan (2018) in his study revealed that the modern market is highly competitive
and traditional. The prominence gained by an individual consumer in marketing decision
making compels the marketers to look at and organize the component of the marketing mix
through the customer’s eyes. Hence, consumer behaviour research has come into existence.
In the present era, women play a vital role in all fields and women play a major role in taking
purchase decisions for non-durables.

Kionget. al. (2019) aimed to identify the predictor of consumer preferences in

choosing an international brand of fashion products among Malaysian young consumers. Of
the 200 respondents from Klang district, the study found that country-of-origin perception
has the strongest predictor towards consumer preferences followed by perceived product
quality, promotion stimulation, and perceived brand image and fashion lifestyle. This study is
important to the marketers to understand the consumer preferences in choosing an
international brand of fashion products in developing countries. The marketer also could
understand the market segmentation and accordingly formulate competitive marketing
strategies and utilize target market wisely.
CHAPTER - IV
 CHAPTER- IV

DATA ANALYSIS AND INTERPRETATION

CLASSIFICATION OF THE RESPONDENTS BY GENDER

TABLE: 4.1

GENDER NO. OF RESPONDENTS PERCENTAGE (%)

Male 45 45

Female 55 55

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 45% of the respondents are male and 55% of the
respondents are female

Thus the majority of the respondents are female.

CLASSIFICATION OF THE RESPONDENTS BY GENDER

CHART: 4.1

45%
Male
Female
55%
 CLASSIFICATION OF THE RESPONDENTS BY AGE

TABLE: 4.2

NO. OF
AGE PERCENTAGE (%)
RESPONDENTS

Below 30 years 10 10

31-40 years 20 20

41-50 years 40 40

Above 50 years 30 30

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 10% of the respondents come under the age group of
below 30 years, 20% of the respondents come under the age group of 31-40, 40% of the
respondents come under the age group of 41-50 and 30% of the respondents come under
above 50 years.

Thus the majority of the respondents come under the age group of 41-50 years.
 CLASSIFICATION OF THE RESPONDENTS BY AGE

CHART: 4.2

45
40
40

35
30
30
PERCENTAGE

25
20
20

15
10
10

0
Below 30 years 31-40 years 41-50 years Above 50 years

AGE
 MARITAL STATUS OF THE RESPONDENTS

TABLE: 4.3

MARITAL STATUS NO. OF RESPONDENTS PERCENTAGE (%)

Married 80 80

Un married 20 20

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 80% of the respondents are married and 20% of the
respondents are unmarried.

Thus the majority the respondents are married.

 MARITAL STATUS OF THE RESPONDENTS

CHART: 4.3

MARITAL STATUS OF RESPONDENTS

Agree
46%
Strongly agree
54%
 THE LEAD TIME TAKEN BY THE COMPANY IS ACCEEPTABLE

TABLE:4.4

OPTIONS NO. OF RESPONDENTS PERCENTAGE (%)

Disagree 40 40

Neutral 20 20

Agree 35 35

Strongly agree 5 5

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 40% of the respondents disagree with the time taken by
the company, 20% of the respondents are neutral , 35% of the respondents agree and 5% of
the respondents are strongly agree with that.

Thus the majority of the respondents disagree with the company’s lead time.
THE LEAD TIME TAKEN BY THE COMPANY IS ACCEEPTABLE

CHART: 4.4

100
100
90

80

70

60

50
36
40 31
28
30
20
5
10
0
Strongly Agree Neutral Disagree TOTAL
agree

NO. OF RESPONDENTS
 THE HAND FEELS THE FABRIC IS SATISFACTORY

TABLE: 4.5

NO. OF
OPTIONS PERCENTAGE (%)
RESPONDENTS

Strongly agree 30 30

Agree 35 35

Neutral 25 25

Disagree 10 10

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 30% of the respondents strongly agree ,35% of the
respondents agree, 25% of the respondents neutral and 10% of the respondents are totally
disagree with the hand feels of the fabric is fully satisfactory.

Thus the majority of the respondent’s agree that hand feels of the fabric is satisfy.
 THE HAND FEELS THE FABRIC IS SATISFACTORY

CHART : 4.5

NO. OF RESPONDENTS PERCENTAGE (%)

100 100

36 36
31 31
28 28

5 5

Strongly agree Agree Neutral Disagree TOTAL

 AWERNESS OF ARUNACHALA GOUNDAR TEXTILE MILLPVT LTD

TABLE: 4.6

AWARENESS NO. OF RESPONDENTS PERCENTAGE (%)

Yes 61 61

No 39 39

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 61% of the respondents have awareness and 39% of the
respondents haven’t awareness about ARUNACHALA GOUNDAR TEXTILE MILL PVT
LTD.

Thus the majority of the respondents haven’t the awareness of ARUNACHALA

GOUNDAR TEXTILE MILL PVT LTD.
AWERNESS OF ARUNACHALA GOUNDAR TEXTILE MILLPVT LTD

CHART: 4.6

Yes
61%
No
39%
 YEAR OF UTILIZINGARUNACHALA GOUNDAR TEXTILE
MILLPVT LTD PRODUCTS

TABLE: 4.7

NO. OF
YEARS PERCENTAGE (%)
RESPONDENTS

Below 1 Year 26 26

1-3 Years 24 24

3-5 Years 16 16

Above 5 Years 34 34

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 26% of the respondents are utilizing for below 1 year,
24% of the respondents are utilizing for 1-3 years, 16% of the respondents are utilizing for 3-
5 years and34% of the respondents are utilizing for below above 5 years.

Thus the majority of the respondents are utilizing ARUNACHALA GOUNDAR

TEXTILE MILLPVT LTD products for above 5 years.
YEAR OF UTILIZINGARUNACHALA GOUNDAR TEXTILE MILLPVT LTD
PRODUCTS

CHART:4.7

120

100

80

60 NO. OF RESPONDENTS
PERCENTAGE (%)

40

20

0
Below 1 1-3 Years 3-5 Years Above 5 TOTAL
Year Years
 SATISFICATION LEVEL OF PACKAGING OF THE PRODUCTS OFFERED
BY THE COMPANY

TABLE: 4.8

NO. OF
SATISFACTION LEVEL PERCENTAGE (%)
RESPONDENTS

Highly satisfied 42 42

Satisfied 14 14

Neutral 18 18

Dissatisfied 26 26

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 42% of the respondents highly satisfied about their
packaging , 14% of the respondents are satisfied, 18% of the respondents are neutral and 26%
of the respondents are dissatisfied about the packaging level of the company.

Thus the majority of the respondents are highly satisfied about the packaging level of the
company.
 SATISFICATION LEVEL OF PACKAGING OF THE PRODUCTS OFFERED
BY THE COMPANY

CHART: 4.8

100

90

80

70

60

50 NO. OF RESPONDENTS
PERCENTAGE (%)
40

30

20

10
0
Strongly Agree Neutral Disagree TOTAL
agree
 ARUNACHALA GOUNDAR TEXTILE MILLPVT LTD PRODUCTS IS
BETTER THAN THE OTHER COMPANY IN THE MARKET

TABLE:4.9

NO. OF
OPTIONS PERCENTAGE (%)
RESPONDENTS

YES 85 85

NO 15 15

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 85% 0f the respondents says yes to
ARUNACHALA GOUNDAR TEXTILE MILL pvt ltd products is better than the other
company in the market and 15% respondents says no to that.

Thus the majority of the respondents says yes to arunachala goundar spinning
mill pvt ltd products is better than the other company in the market
ARUNACHALA GOUNDAR TEXTILE MILLPVT LTD PRODUCTS IS
BETTER THAN THE OTHER COMPANY IN THE MARKET

CHART: 4.9

NO. OF RESPONDENTS

46%

54%
Strongly agree
Agree
 SOURCE OF AWARENESSOF ARUNACHALA GOUNDAR TEXTILE MILLPVT
LTD BRANDS & PRODUCTS

TABLE: 4.10

KNOWING BY THE NO. OF RESPONDENTS PERCENTAGE (%)

Friends 13 13

Family/Relatives 25 25

Advertisements 15 15

Retailers 37 37

Others 10 10

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 13% of the respondents know by the friends, 25% of the
respondents know by the family/relatives, 15% of the respondents know by the
advertisements, 37% of the respondents know by the retailers and 10% of the respondents
know by the others.

Thus the majority of the respondents are known by their retailers about the
ARUNACHALA GOUNDAR TEXTILE MILL PVT LTD brands & products.
SOURCE OF AWARENESS OF ARUNACHALA GOUNDAR TEXTILE MILLPVT
LTD BRANDS & PRODUCTS

CHART: 4.10

40

35
35

30

25
25
Percentage

20

15 15
15

10
10

0
Friends Family/Relatives Advertisements Retailers Others
Knowing by
 FACTORS INFLUENCES TO BUY ARUNACHALA GOUNDAR TEXTILE MILL
PVT LTD

TABLE: 4.11

NO. OF
FACTORS PERCENTAGE (%)
RESPONDENTS

Family/ Relatives 14 14

Friends 21 21

Retailers 40 40

Advertisements 19 19

Others 6 6

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 14% of the respondents are influenced by the
Family/Relatives, 21% of the respondents are influenced by the Friends, 40% of the
respondents are influenced by the Retailers, 19% of the respondents are influenced by the
Advertisements and 6% of the respondents are influenced by the others.

Thus the majority of the respondents are influenced by retailer to buy

ARUNACHALA GOUNDAR TEXTILE MILLPVT LTD products.
 FACTORS INFLUENCES TO BUY ARUNACHALA GOUNDAR TEXTILE
MILLPVT LTD

CHART: 4.11

45
40
40

35

30
PERCENTAGE

25
21
19
20

15 14

10
6
5
0
Family/ Friends Retailers Advertisements Others
Relatives

FACTORS
 CRETERIA TO CHOOSE PRODUCTS

TABLE: 4.12

CRETRIA NO. OF RESPONDENTS PERCENTAGE (%)

Brand image 17 17

High quality 30 30

Reasonable price 19 19

Availability 29 29

Others 5 5

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 17% of the respondents criteria is brand image, 30% of
the respondents criteria is high quality, 19% of the respondents criteria is reasonable price,
29% of the respondents criteria is availabilityand 5% of the respondents criteria is others.

Thus the majority of the respondents’ criteria is high quality to choose product.
 CRETERIA TO CHOOSE PRODUCTS

CHART: 4.12

35

30
30 29

25
PERCENTAGE

20 19
17

15

10

5
5

0
Brand image High quality Reasonable price Availability Others

CRITERIA
 THE COMPANY IS ABLE TO GIVE THE QUALITY PRODUCT ON
TIME

TABLE: 4.13

OPTIONS NO. OF RESPONDENTS PERCENTAGE (%)

Strongly agree 36 36

Agree 31 31

Neutral 28 28

Disagree 5 5

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 36% of the respondents are strongly agree , 31% of the
respondents are agree, 23% of the respondents are neutral and 10% of the respondents are
disagree to the point the company is able to give the quality product on time.

Thus the majority of the respondents are strongly agree that the company is able to
give the quality product on time.
 THE COMPANY IS ABLE TO GIVE THE QUALITY PRODUCT ON
TIME

CHART: 4.13

100%
90%
80%
70%
60% PERCENTAGE (%)
50%
NO. OF RESPONDENTS
40%
30%
20%
10%
0%
Strongly agree Agree Neutral Disagree TOTAL
 SATISFACTION WITH AVAILABILITY

TABLE: 4.14

NO. OF
AVAILABILITY PERCENTAGE (%)
RESPONDENTS

Highly satisfied 30 30

Satisfied 55 55

Neutral 10 10

Dissatisfied 5 5

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 30% of the respondents are highly satisfied, 55% of the
respondents are satisfied, 10% of the respondents are neutral and 5% of the respondents are
dissatisfied in availability of arunachala goundar textile millpvt ltd Products in all places.

Thus the majority of the respondents are satisfied in availability of arunachala

goundar textile millpvt ltd Products in all places.
 SATISFACTION WITH AVAILABILITY

CHART: 4.14

60
55

50

40
Percentage

30
30

20

10
10
5

0
Highly satisfied Satisfied Neutral Dissatisfied
Availability
 SATISFACTION WITH QUALITY

TABLE: 4.15

NO. OF
QUALITY SATISFICATION PERCENTAGE (%)
RESPONDENTS

Highly satisfied 44 44

Satisfied 34 34

Neutral 12 12

Dissatisfied 10 10

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 44% of the respondents are highly satisfied with the
quality,34% of the respondents are satisfied with the quality, 12% of the respondents are
neutral with the quality and 10% of the respondents are dissatisfied with the quality of
arunachala goundar textile millpvt ltd Products.

Thus the majority of the respondents are highly satisfied with the quality of
arunachala goundar textile millpvt ltd Products.
 SATISFACTION WITH QUALITY

CHART: 4.15

50

45 44

40

35 34
PERCENTAGE

30

25

20

15
12
10
10

0
Highly satisfied Satisfied Neutral Dissatisfied

SATISFACTION
 SATISFACTION WITH PRICE

TABLE: 4.16

PRICE SATISFICATION NO. OF RESPONDENTS PERCENTAGE (%)

Highly satisfied 27 27

Satisfied 19 19

Neutral 43 43

Dissatisfied 11 11

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 27% of the respondents are highly satisfied with the price,
19% of the respondents are satisfied with the price, 43% of the respondents are neutral with
the price and 11% of the respondents are dissatisfied with the price of arunachala goundar
textile millpvt ltd products.

Thus the majority of the respondents are neutral with the price of arunachala goundar
textile millpvt ltd products.
 SATISFACTION WITH PRICE

CHART: 4.16

50

45 43

40

35
PERCENTAGE

30 27
25
19
20

15
11
10

0
Highly satisfied Satisfied Neutral Dissatisfied

SATISFACTION
PROBLEMS IN BUYING

TABLE: 4.17

PROBLEMS NO. OF RESPONDENTS PERCENTAGE (%)

High price 29 29

Low quality 22 22

Unavailability 38 38

Other 11 11

TOTAL 100 100

Source: Primary data

INFERENCE

The above table shows that 29% of the respondents said that high price, 22% of the
respondents said that low price, 38% of the respondents said that unavailability and 11% of
the respondents said the others as their problems in buying arunachala goundar textile millpvt
ltd products.

Thus the majority of the respondents said that unavailability as their problems in
buying arunachala goundar textile millpvt ltd products.
 PROBLEMS IN BUYING

CHART: 4.17

40 38

35

30 29
PERCENTAGE

25
22

20

15
11
10

0
High price Low quality Unavailability Other

PROBLEMS
CHAPTER- V
 CHAPTER- V

5.1 FINDINGS

 55% of the respondents are female.

 40% of the respondents come under the age group of 41-50 years.

 40% of the respondents are married.

 40% the respondents are disagree with the lead time taken by the company is
acceptable.

 35% of the respondents agree with the hand feels of the fabric is fully satisfactory. 

 61% of the respondents haven’t the awareness of arunachala goundartextile

millpvt ltd.

 34% of the respondents are utilizing arunachala goundar textilemillpvt ltd products
for above 5 years.

 42% of the respondents highly satisfied about their packaging.

 85% 0f the respondents says yes to arunachala goundar textile millpvt ltd products
is better than the other company in the market

 35% of the respondents are know by retailers about the arunachala goundartextile
millpvt ltd brands & products.

 40% of the respondents are influenced by retailers to buy arunachalagoundar

textile millpvt ltd products.

 30% of the respondents’ criteria is high quality to choose the product.

 43% of the respondents are neutrally satisfied with the price of arunachala
goundar textile millpvt ltd products.

 36% of the respondents are strongly agree to the point the company is able to give the
quality product on time. 
 55% of the respondents are satisfied in availability of arunachala goundartextile
millpvt ltd products in all places.

 44% of the respondents are highly satisfied with the quality of arunachala
goundar textile millpvt ltd products.

 38% of the respondents said that unavailability as their problems in buying

arunachala goundar textile millpvt ltd products.
 5.2 SUGGESTIONS

 The company website must be attracting the customers.

 Customer awareness must be created about the arunachala goundartextile millpvt
ltd brands & products.
 Customer must understand about the advantages of using arunachalagoundar textile
mill pvt ltd products.
 The branded companies must provide advertisement in all the media to advertise and
create awareness among the public.
 The advertisement must educate the public about its specification compared with
other branded products.
 It must ensure to avail at all selling places.
 The company must get feedbacks from the customers about its quality and price.
 The price must be a reasonable one to all and also the company must take efforts to
produce in better quality of the products.
 They should give discounts, offers for bulk purchase, it will be increase the sales.
 5.3 CONCLUSION

Most of the people having aware about arunachala goundar textile millpvt ltd, erode.
the study says that most of the customers are satisfied by thearunachala goundar textile mill
pvt ltd products. this study concludes that the usages of products of arunachala goundar
textile millpvt ltd products by the consumer are very high. To increase the sales, the concern
has to concentrate on price and quality, availability of the products. The satisfaction level of
respondents on products of the company has been moderately high and it may be increased.
To make it more popularize, the concern has to publish / telecast some advertisement in all
area local channels.
 BIBLIOGRAPHY

Reference Books
 Memoria. C.B. and SathishMemoria (1985), “Marketing Management”,
KetabMahal, New Delhi.
 Philip Kotler (2000), “Marketing Management”, Prentice Hall of India, New Delhi.
4. Saunders, M. N., Lewis, P. &Thornhill, A. (2003).Research methods for business
students. London: Prentice Hall.
 Kothari C.R., “Research Methodology”, New age international Prakashan
Publishers, Second edition, 2004.
 Donald R Cooper – Pamela S Schindler, “Business Research Method,”Tata
McGraw – Hill Publishing Company Ltd., 8th edition, 2003.
 Kazmi S.H.H &Satish K Batra, “Advertising & Sales Promotion”, Excel Books,
Second Edition, 2006.
 Schiff man Leon G. &Kanuk Leslie Lazar (2008). "Consumer Behavior", Pearson
Education, New Delhi, 9th Edition.

Reference Websites

 www.google.com

 www.chat.open.ai.com

 www.indianspinningmills.com

 www.wikipedia.com
 APPENDIX

QUESTIONNAIRE

“A STUDY ON CUSTOMER AWARENESS TOWARDS ARUNACHALA

GOUNDAR TEXTILE MILL, ERODE”

1. Name :

2. Gender :

a) Male () b) Female () ‘

3. Age :

a) Below 30 years () b) 31-40 years ()

c) 41-50 years () d) Above 50 years ()

4. Marital status :

a) Married () b) Unmarried ()

5. Is the hand feels the fabric is satisfactory ?

a) Strongly Agree ( ) b) Agree ( ) c) Neutral ( )

d) Disagree ( ) e)Strongly disagree ( )

6. Do you have awareness about arunachala goundar textile mill pvt ltd ?

a) Yes ( ) b) No ( )

7. How long you have been utilizing the arunachala goundar textile millpvt ltd products?

a) Below 1 Year ( ) b) 1-3 Years ( ) c) 3-5 Years ( ) d) Above 5 Years ( )

8. satisfaction level of packaging of the products offered by the company

a) Highly satisfied ( ) b) Satisfied ( )

c) Neutral () d) Dissatisfied ( )
9. Arunachala goundar textile mill pvt ltd products is better than the othercompany in the
market

a) Yes ( ) b) No ( )

10. How do you get awareness of arunachala goundar textile millpvt ltdbrands & products?

a) Friends () b) Family/Relatives ( ) c) Advertisements ( )

d) Retailers () e) Others ( )

11. Which factor influences you to buy arunachala goundar textile millpvtltd products?

a) Family/ Relatives ( ) b) Friends ( ) c) Retailers ( )

d) Advertisements ( ) e) Others ( )

12. When choosing a spinning product, what criteria do you think are important?

a) Brand image () b) High quality ()

d) Reasonable price ( ) e) Availability ( )

13.Is the company is able to give the quality product on time ?

a) strongly disagree () b) neutral ()

c) agree () d) strongly agree ()

14. What is your opinion about the availability of arunachala goundar textilemillpvt ltd
products in all places?

a) Highly satisfied ( ) b) Satisfied ( )

c) Neutral () d) Dissatisfied ( )

15. Do you satisfied with the quality of arunachala goundar textile millpvtltd products?

a) Highly satisfied ( ) b) Satisfied ( )

c) Neutral () d) Dissatisfied ( )
16. Are you satisfied with the price of arunachala goundar textile millpvtltd products?

a) Highly satisfied ( ) b) Satisfied ( )

c) Neutral () d) Dissatisfied ( )

17. What type of problems in buying arunachala goundar textile millpvtltd Products?

a) High Price ( ) b) Low Quality ( )

c) Unavailability ( ) d) Other ()

18. Do you agree that the arunachala goundar textile millpvt ltd productsis good as compared
to other brands?

a) Strongly Agree ( ) b) Agree ( ) c) Neutral ( )

d) Disagree ( ) e)Strongly disagree ( )

19. Suggestions