A Summer Internship Project Report on

‘A study on Perception of Retailers towards Garden as a Brand’

Submitted in partial fulfillment of the requirements for the degree of

Post Graduate Diploma in Management

by

Danish Nadeem

(Div B. Roll No.17)

Under the guidance of

Prof. Kadambini Kumari

A Study Conducted for Garden Silk Mills Ltd.

at

Indira School of Business Studies,

Tathwade, Pune 411033

(2009-11)

DECLARATION
 I, the undersigned hereby declare that the project report on “Perception of Retailers
towards Garden as a Brand” is prepared and submitted by me towards partial fulfillment of
Post Graduate Diploma in Management.

This is my original work and the report prepared there in is based on the knowledge
and the information gathered by me in the firm during my project work.

I further declare that to the best of my knowledge and belief, this project has not been
submitted to the same or any other university for the award of any other degree, diploma or
any other equivalent course.

DATE:
DANISH NADEEM

PGDM (Summer Report)

ISBS, Pune

ACKNOWLEDGEMENT
 While presenting this report, I would like to express my sincere thanks and sense of
gratitude to Dr. Renu Bhargava, Director of Indira School of Business Studies for giving me
an opportunity to do this project. Further I would like to thank Prof. Kadambini
Kumari(internal guide, ISBS) for guiding me in this topic.

I express my heartiest gratitude and being greatly indebted to Mr. Kamal Desai (GM
of Marketing Department, Garden Vareli). He gave me continuous support in every possible
manner to gain practical knowledge on my topic “Perception of Retailers towards Garden as a
Brand”. I am very thankful to him as he helped me in every possible way not only in
completion of my project report, but also helped in gaining practical exposure.

Finally I would like thank all lecturers, friends and my family for their kind
support and to all who directly or indirectly helped me in preparing this project report.

DATE: DANISH
NADEEM

PGDM (Summer Report)

ISBS, Pune
 PREFACE

To be an MBA student is a matter pride because you are in a field which helps
you to develop from a normal human being into a disciplined and dedicated professional. In
the management field you cannot create success stories if you are not a good learner to
sharpen your knowledge in the particular field to achieve and attain the desired goal and
heights.

More bookish or theoretical knowledge cannot help you in any field whether it is
management, technology, research, or any other field. The only thing that can help you is
having a sound practical knowledge of the concerned field.

I received my training at Garden Vareli Silk Mill Ltd, Surat as a requirement of the
PGDM curriculum. This training has made me clear the difference between the theoretical
knowledge and the practical scenario, making me aware of the importance of practical
working condition/situations.
 TABLE OF CONTENTS

S.No. TOPICS PAGE.NO

Executive Summary

Introduction

Company Overview

Vision and Mission of the Company

Review Literature and Theoretical Background

Objectives

Research Methodology

Data Analysis , Results and Interpretation

Conclusions

Limitations of the project

Recommendations

Bibliography

Appendix
 EXECUTIVE SUMMARY

I had undertaken a Marketing Project to know the Perception of Retailers towards

Garden as a Brand. For the same I focused on mainly the retail owners, Sarees shops, Dress
material Stores and places where Sarees and Dress materials are being used by the customer.
For the same i had a target of 75 respondents which consisted of all such persons like sarees
shop keepers, dress material shop owners, and some customers. To get the responses from the
respondents I adopted the method of Structured Questionnaire.

This project pertains to Perception of Retailers towards Garden as a Brand, the

survey of which is limited to Surat city.

Surat is known for its man-made textile industries. Sarees and Dresses made in Surat
are famous all over India. There is export of Sarees and Dresses worth Rs.300 crore from
Surat itself. There are more than 10,000 of weaving units and more than 1000 process houses
around Surat.

Garden Vareli is very old name in textile Industries of Surat. It is known for the
quality brand that they are offering from many years. It is still a leader in Surat textile
Industries when compared with different brands such as Vishal, Laxmipati, Shivangi etc.
They accept the new technology and are innovative in their quality products. They basically
deal in Synthetics or what we call as Polyester.

My topic gives general idea as to how retailers perceive Garden as a brand while
comparing it with other brands that have the capacity to challenge a strong brand i.e. Garden.
For this purpose I took a sample size of 75 retail shops as respondents from different areas of
Surat. What I found out from retailers is that the tastes and preferences of general public has
changed over the years. It has been shifted from mere synthetic clothing to cotton where local
brands or rather unbranded clothing is preferred more over these branded products. At the end
of the report, I have given some suitable suggestions and findings in regards to the perception
of retailers towards these brands.

Some of the problems are being faced by the retailers at regular

intervals which is making them to face the critical situations many times
such the problems as stocking and supply of goods made available to
them at the right time. This project lasted for complete 2 months dated
from 01-june-2010 to 31-july-2010. In the end some of the suggestions
which I would suggest the company to adopt would be creating more
awareness in the minds of retailers or customers for the profitability of its
customers and as well as for the company.
 INTRODUCTION

The primary objective of the project report is to view the outlook of retailers towards
Garden as a brand while comparing it with other brands i.e. to find out where do the products
of Garden stand amidst challenging brands which deal in sarees and dress materials such as
Vishal, Laxmipati, Shivangi and others which have top quality products available in market
and how do they stand out from other local brands. The main motto of this report is to find
out the behavior/perception of retailers in terms of:

• Fabric selection

• Margins Offered

• Consumer acceptability of the brand

The Fabric here refers to the type of cloth/material used which the retailers expect to
be of high quality with least possibility of defect. The quality of fabric differs from company
to company which differentiates products of one company in terms of color, design, size etc
from that of the other.

The Margin refers to the satisfaction level of retailers in terms of profits. Basically the
stock keeping and stock clearance is based on margins that company offers to these retail
shops on the quantity units sold by them. It was found out that higher the level of margin,
higher will be the level of stocking and vice versa.

Consumer acceptability basically refers to the image or brand awareness that a

consumer carries in his/her mind. It was found out that higher the brand awareness among
customers, least will be the efforts put in by sellers while making sales as customers will have
sufficient knowledge regarding different brands and can choose their preferences. Moreover it
will be easier for retailers to find out the most preferred brand for special occasions such as
marriage, festivals etc.

The topic of this report was selected in consent of Prof. Kadambini Kumari(internal
guide) which was suggested by my project guide Mr. Kamal A. Desai(GM-Marketing of
Garden Silk Mills Ltd.). The basis of this project was to cover most of retail shops that deal in
sarees and dress materials covering whole of Surat city. The scope of project is limited to
Surat city only. A structured questionnaire was prepared for this purpose because of which it
became easier to evaluate the perception of retailers towards different brands which was
helpful for the company (Garden Silk Mills Ltd.) to analyze its strengths and weaknesses and
understand its current position in the market and to conquer threats that it faces or might face
in future from various different brands.
 INDUSTRY OVERVIEW

The Indian Textiles Industry has an overwhelming presence in the economic life of
the country. Apart from providing one of the basic necessities of life, the textile industry also
plays a pivotal role through its contribution to industrial output, employment generation, and
the export earnings of the country. Currently, it contributes about 14 percent to industrial
production, 4 percent to the GDP, and 17 percent to the country’s export earnings. It provides
direct employment to over 35 million people, which includes a substantial number of SC/ST,
and women. The Textiles sector is the second largest provider of employment after
agriculture. Thus, the growth and all round development of this industry has a direct bearing
on the improvement of the economy of the nation.

The textile industry in India is one of the flourishing sectors of Indian economy. It
contributes more than 13% to industrial output, 16.63% to export revenues and 4% to the
nation’s GDP. In the year 2010, the industry is estimated to produce 12 million jobs with an
investment of US$ 6 billion in the fields of textiles equipments and structure, and garment
manufacturing by the end of 2015.

Union Ministry of Textiles certified Apparel Export Promotion Council (AEPC) has
taken the responsibility to motivate the foreign investors to invest in Indian Textile industry
by exhibiting it massive unexplored domestic market. It has also formulated and endorsed the
motto of “come, invest, produce and sell in India”. Under this the ministry has decided to
send it representatives to Germany, Switzerland, France, Italy and US. The objective is to
trigger the foreign investment towards instituting textile units in India by offering numerous
allowances to global investor like low-priced workforce and intellectual right fortification.

The government of India has also taken few initiatives to promote the textile industry
by permitting 100% Foreign Direct Investment in the market. Owing to the upright and
straight incorporated textiles price chain, the Indian textile industry symbolizes a strong
existence in the complete value chain from raw commodities to finished products. The
Synthetic and Rayon Textile Export Promotion Council (SRTEPC) has taken all the required
steps to meet the target of doubling the synthetic textile exports in India to US$ 6.2 billion by
seizing 4% of market share by FY 2011-12.

The major sub-sectors that comprise the textiles sector include the organized Cotton/
Man-Made Fiber Textiles Mill Industry, the Man-made Fiber/ Filament Yarn Industry, the
Wool and Woolen Textiles Industry, the Sericulture and Silk Textiles Industry, Handlooms,
Handicrafts, the Jute and Jute Textiles Industry, and Textiles Exports.
EXPORTS

The export of textiles and clothing registered huge growth of about 25% in 2006-07.
However, during 2007-08, the textiles and clothing exports were US$ 18.73 billion recording
a growth of about 7% over the previous year, and contributed about 15% of country’s total
exports earnings in 2007-08. In the current financial year the growth of textiles and clothing
exports has been slower, which is being attributed by the industry to the appreciation of the
rupee.

India’s export target of US $ 55 billion by 2012 has been fixed keeping in view the
following factors:
• Growing world economies with rising per-capita income.

• Increased trade in apparel driving the demand for fiber, yarn and fabrics.

• A surge in demand for technical textiles.

• A shift from manufacturing/stitching to design-cum-manufacturing.

• Increasing penetration of high format retail stores.

As per the latest available WTO data, India’s percentage share in the global textiles
and clothing trade was 4.3% in textiles, and 3.3% in clothing during the year 2009. India’s
rank in world trade has been 7th in textiles and 5th in clothing.

SWOT ANALYSIS OF INDIAN TEXTILE INDUSTRIES

STRENGTHS:

• Indian Textile Industry is an Independent & Self-Reliant industry.

• Abundant Raw Material availability that helps industry to control costs and reduces
the lead-time across the operation.
• Availability of Low Cost and Skilled Manpower provides competitive advantage to
industry.
• Availability of large varieties of cotton fiber and has a fast growing synthetic fiber
industry.
• Industry has large and diversified segments that provide wide variety of products.
• Growing Economy and Potential Domestic and International Market.

WEAKNESSES:

• Indian Textile Industry is highly Fragmented Industry.

• Industry is highly dependent on Cotton.
• Lower Productivity in various segments.
• There is Decline in Mill Segment.
• Higher Indirect Taxes, Power and Interest Rates

OPPORTUNITIES:

• Growth rate of Domestic Textile Industry is 6-8% per annum.

• Large, Potential Domestic and International Market.
• Product development and Diversification to cater global needs.
• Elimination of Quota Restriction leads to greater Market Development.
• Market is gradually shifting towards Branded Readymade Garment.
• Increased Disposable Income and Purchasing Power of Indian Customer opens New
Market Development.

THREATS:

• Competition from other developing countries, especially China.

• Continuous Quality Improvement is need of the hour as there are different demand
patterns all over the world.
• Elimination of Quota system will lead to fluctuations in Export Demand.
• Threat for Traditional Market for Power loom and Handloom Products and forcing
them for product diversification.
• Geographical Disadvantages.
 COMPANY OVERVIEW

BRIEF INTRODUCTION:

Garden Vareli Group is India’s oldest group in textile business and wherein the
company was incorporated in 1979. It has a broad shareholder base in the market and is also
listed on NSE. The company is among the leading fabric engineer, design maker and a
polyester yarn manufacturer in India.

The company belongs to Garden Vareli Group, which is one of the preceding
manufactures of synthetic textiles in the country. To the early beginning of the Art Silk
Industry in Surat, “Garden Silk Weaving Factory”, as it was then named, manufactured
viscose jacquard Sarees, laying foundation of what it would become leader in jacquard fabric
for years to come.

Today, the company is one of the largest manufacturers in India of high fashioned,
premium quality, dyed and printed textile fabrics, both polyester and viscose comprising a
range of chiffon and georgettes, satin and crepes palace and faithful ladies; fashion fabric as
well as Indian Sarees. The company also manufactures an exclusive range of pure silk fabrics.
The fabrics are marketed under the famous names “Garden” and “Vareli”. The company also
manufactures grey cloth, prepared yarns and a range of readymade garments.

Garden Silk Mills that represents an eighty-year old creed of creativity was promoted
by Dr. Amichand Shah as Garden Silk Weaving Factory and the present Chairman and
Managing director of this public limited company is Mr. Praful Shah. In all these years,
technological capability and know-how have been at the root of Garden’s reputation for
innovation and quality in yarn and fabric. The name Garden stands for products like Polyester
(PET) fibre grade chips, polyester yarn which mainly consists of partially oriented yarn,
prepared polyester filament yarn that again includes draw warped, draw twisted, draw wound,
texturised. The products also include griege woven fabric and finished fabric- mainly
polyester sarees and dress materials.

Company’s manufacturing facilities are situated at Vareli and Jolwa in Surat district in
Gujarat, which is the largest polyester market in India. The company’s manufacturing
facilities has received ISO 9001:2000 certified for its quality management. It has large and
talented pool of designers that are engaged in developing new fabrics, qualities and 2,000
new print ideas each year. The company is on an expansion drive. It has in pipeline Rs.3650
million capital expenditure plans till December 2009.

The company manufactures mainly sarees and dress materials i.e. polyester, silk and
other blended plain and printed fabrics. Being synthetic sarees, it appears to be pure silk
sarees. So it is known as Art Silk or Artificial Silk. Nevertheless the company has its own
pure silk range and it manufactures Chiffons, synthetic dress materials in various colours at
different price range. The company’s woven fabric commands a significant premium in the
market.

With annual turnover of Rs.520 crore, the company holds the No.1 position in Gujarat’s
private corporate sector. The top competitors of Garden silk mills ltd in the country are
Bombay Dyeing, Raymond, Pantaloons and many more.

PRODUCTS:

The product category can be divided into:

a.) Open-end use wherein sarees and dress materials are sub-categorized
into printed and dyed.
b.) Raw material which is sub-categorized into natural and blend.
c.) Types of weaves which is sub-categorized as:
• Plain
• Twill
• Georgettes
• Chiffon
• Satin
• Crepe

The company mainly deals in sarees and dress materials which has following ranges:

Range Of Sarees:

• Nara chiffon

• Fuji Chiffon

• American Chiffon

• Seta Chiffon

• Marble Chiffon

• Silk Crepe

• Peach

• Seta Georgettes
 • Jacquard

• China Yarny Sarees

• Cerena

Range Of Dress-materials

• Chiffon

• Heavy automation

• Ultra Satin

• Twill

• Silk

• Black Pearl

• Plain

The Garden textiles have earned accolades foe aesthetics and quality, it
must be attributed in large measure to a committed faith in product research,
marketing testing and feedback monitoring, making R&D an intrinsic part of the
company’s competitive philosophy.

BOARD OF DIRECTORS:

Chairman & Managing Director: Mr. Praful A Shah

Joint Managing Director: Mr. Alok P Shah

Mrs. Shilpa P Shah

Executive Director: Mr. Sanjay S Shah

Mr. Suhail P Shah

Director: Mr. Rajan P Shah

Mr. Arunchandra N Jariwala
Mr. Yatish Parekh
Mr. Sunil S Seth

Nominee (LIC): Mr. Anjan Mukherjee

Company Secretary: Mr. Kamlesh B Vyas

 VISION AND MISSION OF THE COMPANY

VISION:

To become a world class leading service driven and research based international association
by upholding the guiding principles and trust, integrity and transparency in all aspects of
interactions and dealings.

MISSION:

• To carry out research and development with innovation and dedication to achieve
excellence in service, towards upgradation of mankind in general & textile industry in
particular.
• To develop economically viable products and processes for the textile industry.
• To create awareness amongst the industry to sustain global competition by improving
quality and productivity.
 REVIEW LITERATURE AND THEORETICAL BACKGROUND

Indian Textile and Apparel Industry

By Raghav Gupta, Prashant Aggarwal, Rohit Bhatiani , Lalit Yadav & Hitesh Mittal
,Technopak Team

The article deals with the current status of the Indian Textile and Apparel
Industry. The authors indicating the estimated size of the Indian Textile and
Apparel Industry at US$ 46 billion analyse the present structure indicating that
exports to the US and EU increased by 27% and 18% respectively. The domestic
apparel markets reach US$ 20 billion size in 2005 which share of branded
apparel reaching 24%. The Post quota trend of Indian Textile and Apparel Exports
is stated to have registered an increase of 19% to reach US$ 16 billion. The
Indian Exports to the US increasing 27% and EU by 18%. A detailed analysis
presented by the authors on the current status and the future scenario of Indian
Textile and Apparel Industry in this article.
Garden Silk Mills Report Card
Attribute Value Date

PE ratio 4.96 29/07/2010

EPS (Rs) 16.51 Mar 2010

Sales (Rs crore) 31/03/2010

Face Value (Rs) 10

Net profit margin (%) 2.51 31/03/2010

Garden Silk Mills

Add to portfolio80.10 -1.85 (-2.25%) BSE: 30 Jul 2010 15:45:00:000

Current Open High Low Prev.Close Volume 52 Wk High 52 Wk Low

BSE 80.10 83.25 83.25 79.55 81.95 15,111 94.95 65.10
NSE 80.15 82.30 82.70 79.15 81.80 29,628 94.70 61.10

Limited review report of Garden

Garden Silk Mills Ltd. has informed the Exchange that the auditor's have conducted the limited review of the unaudited financial
results for the quarter ended March 31, 2010 and found the same to be in order subject to certain observations. The auditor's
observations are: According to the explanations given to us, the Company shall undertake assessment for impairment of its
assets as per Accounting Standard - 28 issued by the Institute of Chartered Accountants of India at the year -end
 OBJECTIVES

PRIMARY OBJECTIVE:

To understand the perception/behavior of Retailers towards Garden as a Brand in terms of:

• Fabric selection
• Margins offered
• Customer acceptability of the brand

SECONDARY OBJECTIVE:

• To find out competitive analysis of Garden Silk Mills with respect to other brands.
• To know the satisfaction level of retailers in regards to the company’s products.
• To identify which brand in textile segment is famous in the city of Surat.
 RESEARCH METHODOLOGY

Research methodology is a way to systematically do the job. It may be understood as

a science of studying how research is done scientifically. The most desirable approach with
regards to the selection of the research methodology depends on the nature of particular work,
time and resources available along with the desire level of accuracy.

Problem identification

The first step of marketing research is to understand the problem. Management of company
faces lot of difficulties and it expects marketing research to address solution to these
problems.

It is most important stage in applied research as poorly defined problems will not yield useful
results. It is rightly said that “a problem well defined is half-solved “Poorly defined problem
can cause confusion and does not allow the researcher to develop a good research design.

Research Objectives

There should be some objectives related to the problem after defining the problems. After
defining objectives there should be the plan developed for gathering the information. So I
have planned accordingly and formulated the objectives and worked on it.
Research design

Research design is a path for market research project. It is procedure for gaining the
information required to solve research problem. Research design is the plan and structure of
investigation so to obtain the answer to research questions. The plan is the overall program
of the research. It includes an outline of what the investigator will do from writing
hypotheses and their operational implications to the final analysis of data.

Methods of collecting data

Methods of collecting data refer to how a researcher gathers information from various
available sources. To analyze retailer’s behavior, I had decided to collect their views as the
first hand data as a study.

• Secondary data collection:

The first step in an exploratory study is search of the secondary literature. Within secondary
data exploration, I had started first with an organization's own data archives. I gathered data
from internal & external sources.

• Primary data collection:

Secondary data is not sufficient for collecting the required information. So as a part of
research, questionnaire method was best suitable wherein it resulted in direct approach with
retailers.

• Designing a Questionnaire:

While designing a questionnaire for collection of primary data, one has to be extremely
careful in deciding on type of information to be collected. I decided on how many questions
are to be formulated, what should be its sequence, what should be the wording of each
question and what should be the layout of the questionnaire. There were closed-ended
questions, multiple-choice and an open-ended question in the structured questionnaire.

SAMPLING PLAN
After designing a questionnaire, sampling plan was designed.

DATA ANALYSIS, RESULTS AND INTERPRETATION

Q1. In what business do you deal in?

a) Sarees

b) Dress materials

c) Both

Aim: To identify whether the retailers deal in either sarees or dress materials or both.

Percentage of
Category Respondents Respondents

Sarees 22.67% 17

Dress Materials 16% 12

Both 61.33% 46
Interpretation: From the above graph, it was found that 61.33% retailers deal in both sarees as
well as in dress materials. While 22.67% retailers deal in only sarees, 16% of them deal only
in dress materials.

Q2. Which are the brands that you deal in?

a) Vishal

b) Garden

c) Laxmipati

d) Shivangi

e) Others ___________

Aim: To know which are the brands that retail shops are keen or interested in dealing with in
the city of Surat.

Percentage of
Brand Names Respondents Respondents
 Vishal 15.25% 24

Garden 19% 30

Laxmipati 22.29% 35

Shivangi 11.46% 18

Others 32% 50

Interpretation: From the above chart, we conclude that most of the retailers deal in other
category which include both local brands as well as unbranded clothes which shows as 32%,
followed by Laxmipati(22.29%) and Garden(19%).

Q3. Which brand is more popular in sarees?

a) Vishal

b) Garden

c) Laxmipati

d) Shivangi

e) Others ________

Aim: To know the famous brands among sarees as per the perception of retailers who are in
daily interaction with the customers.

Brands Percentage of Respondents

 Respondents

Vishal 20.63% 13

Garden 23.80% 15

Laxmipati 25.40% 16

Shivangi 1.60% 1

Others 28.57% 18

Interpretation: From the above chart, we can conclude that 28.57% retailers say that sarees in
others category are most famous. While Shivangi is least famous with only 1.60% in its favor.

Q4. Which brand is more popular in dress materials?

a) Vishal

b) Garden

c) Laxmipati

d) Shivangi

e) Others _________

Aim: To know the famous brands among dress materials as per the perception of retailers
who are in daily interaction with the customers.
 Percentage of
Brands Respondents Respondents

Vishal 3.45% 2

Garden 27.57% 16

Laxmipati 22.40% 13

Shivangi 12.10% 7

Others 34.48% 20

Interpretation: We conclude from the above chart that dress materials are most famous in
others category which is 34.48% followed by Garden(27.57%) whereas Vishal is least famous
with only 3.45% share.

Q5. What is the price range between which you buy sarees?

a) 0-500

b) 500-1500

c) 1500-2500
 d) 2500 & above

Aim: To evaluate and study the perception of retailers in terms of price range in sarees.

Range Percentage of Responses Responses

0-500 6.10% 11
500-1500 25% 45

1500-2500 35% 63

2500&above 33.90% 61

Interpretation: As per the above data, we conclude that 35% of retailers tend to purchase
sarees mostly in the range of 1500-2500. While 33% of retailers purchase sarees in the range
of 2500&above. Only 6% of retailers deal in saress in the range of 0-500 which is very
moderate percentage.

Q6. What is the price range between which you buy dress materials?

a) 0-500

b) 500-1500
 c) 1500-2500

d) 2500 & above

Aim: To evaluate and study the perception of retailers in terms of price range in dress
materials.

Range Percentage of Responses Responses

0-500 11.47% 21

500-1500 29.51% 54

1500-2500 32.24% 59

2500&above 26.78% 49

Interpretation: As per the above data, we can conclude that 32% of retailers tend to purchase
dress materials mostly in the range of 1500-2500 which is followed by 500-1500 range with
29.51%. While only 11.47% of retailers purchase dress materials in the range of 0-500.

Q7. Which type of saree do you prefer more?

 a) Hand-made sarees

b) Machine-made sarees

c) Both

Aim: To know the market preference in the type of sarees manufactured.

Type of Saree Percentage of Respondents Respondents

Hand-made 0% 0

Machine-made 84.62% 55

Both 15.38% 10

Interpretation: From the above chart, we conclude that around 85% of retailers prefer
machine-made sarees while 15% of retailers prefer to deal in both together and none of them
deal only in hand-made sarees.
Q8. Rate each brand from 1-5 on the basis of characteristics possessed by it.

BRAND CHARACTERISTICS

PRICE QUALITY CONTROL MARGIN STOCK SUPPLY

Vishal

Garden

Laxmipati

Shivangi

Others

Aim: To evaluate and identify the various characteristics of the brands in terms of retailers
perception towards them in which they deal.

Rating characteristics of Vishal (in percentage).

Characteristics Percentage of Responses Responses

Price 19.20% 24
Quality Control 17.60% 22
Margins 28% 35
Stock 14.40% 18
Supply 20.80% 26

Interpretation: From the above chart of Vishal, we conclude that 28% of retailers rate margin
level of Vishal as the best characteristic possessed by it which is followed by stocking
(20.8%). While supply is given least rating which is 14.40% probably due to inefficient
supply chain management of the company.
Rating characteristics of Garden (in percentage).

Characteristics Percentage of Responses Responses

Price 12% 18
Quality Control 30% 45
Margins 14.67% 22
Stock 16.67% 25
Supply 26.67% 40

Interpretation: From the above chart, we conclude that 30% of retailers rate quality control
level of Garden the best characteristic possessed by it which is followed by supply (26.67%).
The satisfaction level of retailers in terms of pricing strategy of garden is very low which is
just 12%.

Rating characteristics of Laxmipati (in percentage).

Characteristics Percentage of Responses Responses

Price 16.57% 29
Quality Control 19.43% 34
Margins 23.43% 41
Stock 24% 42
Supply 16.57% 29
Interpretation: From the above graph, we conclude that 24% of retailers rate stocking highest
which is followed by margin level which is 23.43% which shows that stocking and margin
level are interrelated.

Rating characteristics of Shivangi (in percentage).

Characteristics Percentage of Responses Responses

Price 22% 22
Quality Control 18% 18
Margins 25% 25
Stock 20% 20
Supply 15% 15

Rating characteristics of Others (in percentage).

 Characteristics Percentage of Responses Responses
Price 18% 45
Quality Control 22% 55
Margins 31.20% 78
Stock 20.40% 51
Supply 8.40% 21

Interpretation: From the above chart, we conclude that 31.2% of retailers rate best the margin
level of other brands/unbranded clothes which is followed by quality control (22%). Due to
inefficient supply chain management of the companies possibly, the supply level is rated as
lowest.

Q9. Rate each brand from 1-5 on the basis of importance given to characteristics while
making purchase from your point of view.
BRAND CHARACTERISTICS

PRICE QUALITY CONTROL MARGIN STOCK SUPPLY

Vishal

Garden

Laxmipati

Shivangi

Aim: To know what are the characteristics which retail shop owners give importance to while
making purchase.

Rating characteristics of Vishal (in percentage).

Characteristics Percentage of Responses Responses

Price 24% 30
Quality Control 19.20% 24
Margins 16% 20
Stock 15.20% 19
Supply 25.60% 32

Interpretation: From the above graph, we conclude that as far as Vishal is concerned, 25.6%
of retailers give most importance to supply level when they make purchase from either
wholesalers or from the retail outlets of the company which means that company needs to
have efficient supply chain management. Price is the second most important variable
according to retailers while making purchase of this brand.
Rating characteristics of Garden (in percentage).

Characteristics Percentage of Respondents Respondents

Price 26.67% 40
Quality Control 20% 30
Margins 18.67% 28
Stock 18% 27
Supply 16.67% 25

Interpretation: From the above graph, we conclude that around 27% of retailers give more
importance to price than other characteristics while supply is given least importance which is
around 17%.

Rating characteristics of Laxmipati (in percentage).

Characteristics Percentage of Respondents Respondents

Price 18.30% 32
Quality Control 21.16% 37
Margins 24% 42
Stock 13.70% 24
Supply 22.84% 40
Interpretation: From the above graph, we conclude that 24% of retailers give more
imoprtance to margin level as compared to other variables while making purchase of this
brand. Whereas stocking level is given least importance.

Rating characteristics of Shivangi (in percentage).

Characteristics Percentage of Respondents Respondents

Price 13% 13
Quality Control 20% 20
Margins 28% 28
Stock 15% 15
Supply 24% 24
Interpretation: From the above graph, we conclude that 28% of retailers give importance to
margin level as compared to other variables/characteristics while making purchase of clothes
of this brand which is followed by supply level whereas price factor is given least importance.

Rating characteristics of Others (in percentage).

Characteristics Percentage of Respondents Respondents

Price 16% 40
Quality Control 14% 35
Margins 26.40% 66
Stock 18.80% 47
Supply 24.80% 62
Interpretation: From the above graph, we conclude that 26.4% of retailers give importance to
margin level when making purchase of other brands or unbranded clothes for the purpose of
sale. Whereas quality control is not given that importance.
Q10. Which brand is more preferred by consumers for making purchases for special
occasions like marriages or has special image in the minds of consumers?

a) Vishal

b) Garden

c) Laxmipati

d) Shivangi

e) Others

Aim: To know and evaluate the perception of customers about various brands and to know
their buying decisions while making purchase for special occasions.

Brands Percentage of Responses Responses

Vishal 13.33% 10
Garden 29.33% 22
Laxmipati 21.33% 16
Shivangi 4% 3
Others 32% 24
 Interpretation: From the above graph, we come to know that other
brands/unbranded clothes (sarees/dress materials) have special
image in the minds of customers which is followed by Garden(29%)
whereas Shivangi is preferred least (4%).

Q11. Any suggestions from your part so that these brands can improve on the given
characteristics?

Aim: The main purpose of this open-ended question is to get descriptive replies from retailers
so that these brands can make improvements so as to be more effective in the market and
improve their competition level.
CONCLUSION