final projct reprt

8/22/2019 Final Projct Reprt

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PROJECT REPORT ON

ADVERTISING EFFECTIVENESS AND PURCHASE

BEHAVIOR OF THE

CONSUMERS :

A STUDY OF JOLLY CLOTHING COMPANY

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DECLARATION

I hereby declare that the project report entitled Advertising Effectiveness & Purchase Behavior of the Consumers for JOLLYCLOTHING CO. is an independent research work carried out by me under the guidance of Mrs. Meenu .This has not been previouslysubmitted for the award of any degree/ diploma to any University / Institution

Mentor: Ridhima Plah

Mrs. Meenu Roll No.-1873

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ACKNOWLEDGEMENT

I a c k n ow l ed g e m y d e e p s e n s e o f g r a ti t u de , t o M r . Pa r d e ep K u m ar t h e M . D ( t h e m a n a g in g d i r ec t o r) ,J O LL Y C L O T HI N G C O f o r g i v i n g m e a n o p p o r t u ni t y t o d o a p r o je c t i n t h i s d i s t in g u is h e d c o m p a ny &w h o s e a b o u n d i n g e n c o u r a g e m e n t h a s p l a y e d a v i t a l r o l e i n t h e s u c c e s s f u l c o m p l e t i o n o f t h e p r o j e c t .

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I a m g r a t e f u l t o m y g u i d e , p r o j e c t c o o r d i n a t o r M r s . M e e n u , f a c u l t y o f G G D S D C o l l e g e , C h a n d i g a r h f o r h e r v a l u a b l e g u i d a n c e & s u g g e s t i o n s a t a c r u c i a l j u n c t u r e , w h i c h e n a b l e d m e t o f i n i s h t h e p r o j e c t o nt i m e .

Ridhima Plah

B.B.A -3

Rol l No . 1873

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EXEUTIVE SUMMARY

This report presents the research, findings and recommendations resulting from the project,

ADVERTISING EFFECTIVENESS AND PURCHASE BEHAVIOUR OF THE CONSUMERS OF JOLLY CLOTHING COMPANY.

The objective was to compile and synthesize information on the status of how to study the purchase behavior of the consumers regardingthe products or garments made by Jolly Clothing Co.It is a great satisfaction in introducing my summer training project to my teachers, fellow students and all those who have helped me inmaking this project. Prior to the launch of the project, a brain storming session was organized along with the questionnaire. The researchhas been done with the best of my abilities.

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CONTENTS:

Chapter 1: INTRODUCTION 7-17a) Theoretical Background of the Study.

CHAPTER 2: PROFILE OF THE COMPANY 19-25a) Industrial background of the study.b) Origin of the company.c) Growth of the company.d) Present status of the company.e) Functional Department of the company.

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Chapter 3: RESEARCH DESIGN 27-30a) Statement of the problem.b) Scope of the study.c) Need for the studyd) Objectives of the study.e) Sampling.f) Data collection.

g) Tools for data collection.h) Plan of analysis, limitations.

CHAPTER 4: ANALYSIS & INTERPRETATION OF DATA.32-50

a) Separate tables of with appropriate headings of thesubstances of each finding.

CHAPTER 5: FINDINGS, SUGGESTIONS & CONCLUSION.52-55

a) Bibliography. 56b) Copy of the questionnaire. 58-61

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CHAPTER 1

INTRODUCTION

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INTRODUCTION

I T heo ret ic al Ba ckg ro un d o f t he S tud y.

p ra c t i ce d in fo r m or t he o t he r s in ce th e d ay s o f Ad am & Eve . I t s em er ge nc e as a Ma n ag e me n t d i s c ip l in e ,h o w e v e r i s o f r e l a t i v e l y r e c e n t o r i g i n

A n d w i t h i n t h i s s h o r t p e r i o d , i t h a s g a i n e d s o m u c h i m p o r t a n c e & s t a t u s . Market ing: M a rk e ti n g i n d e ed i s a n a n ci e nt a r t, i t h a s b e e n a t t o da y m o st m a na g em e nt t h in k er s &p ra c t i t io ne r s t h r ou gh ou t t he wo r l d v i ew i t as th e mo s t o f a l l ma na g em e nt fu n c t io ns in a ny b u s in e s s .

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M a n a g e m e n t i s t y p i c a l l y s e e n a s t h e t a s k o f c r e a t i n g , p r o m o t i n g & d e l i v e r i n g g o o d s a n d s e r v i c e s t oc u s t o m e r s & b u s i n e s s . I n f a c t , m a r k e t i n g p e o p l e a r e i n v o l v e d i n M a r k e t i n g 1 0 t y p e s o f e n t i t i e s : G o o d s ,s e r v i c e s , e x p e r i e n c e s , e v e n t s , p e r s o n s , p l a c e s , p r o p e r t i e s , o r g a n i z a t i o n s , i n f o r m a t i o n & i d e a s .a ) M a r k e t i n g t h e p r od u c t w i t h d e m a n d i .e . c u s t o m e r n e e d s & d e s ir e s o r t a r g e t m a r k et s .b ) The t r a n s fe r o f own e rs h i p & po ss es s io n a t e v ery s t ag e i n th e f lo w o f g oo d s f r om the p r im ary

pro d uc e r s to th e u l t im a te co nsu me r .

M a r k e t i n g c o m p r i s e s a l l a c t i v i t i e s i n v o l v e d i n t h e d e t e r m i n a t i o n a n d s a t i s f a c t i o n o f c u s t o m e r s n e e d sa t a p rof i t .

Definit ions:T h e A me r ic a n M a rk e ti n g a s so c ia t io n d e fi n es M a rk e ti n g a s a p r oc e ss o f p l an n in g a n d

e x e c u t i n g . T h e c o n c e p t i o n p r i c i n g , p r o m o t i o n & s e r v i c e s t o c r e a t e d e x c h a n g e s t h a t s a t i s f y i n d i v i d u a la n d o r g a n i z a t i o n a l o b j e c t i v e s .

P r o f . P h i l i p K o t l e r s a y s , M a r k e t i n g i s a n a n a l y s i s , p l a n n i n g , i m p l e m e n t a t i o n & c o n t r o l o f p r o g r a m sd e s i g n e d t o b r i n g d e s i r e d e x c h a n g e s w i t h t a r g e t a u d i e n c e s f o r t h e p u r p o s e o f p e r s o n a l & m u t u a l g a i n .I t r e l i e s h e a v i ly o n t h e a d a pt a t io n a n d c o - o r d in a t io n o f p r o d u c t a n d p r i ce , p r o m o t io n a n d p l a ce f o r a c h i e v i n g r e s p o n s e .

M o d e r n D e f i n it i o n o f M a r k e t i n g : M a rk e t i n g i s a s o c i a l & m a n a g e r i a l p r o c e ss b y w h i c h i n d i v i d u al sa n d g r o u p s o b t a i n w h a t t h e y n e e d & w h a t t h e y w a n t t h r o u g h c e r t a i n o f f e r i n g & e x c h a n g i n g p r o d u c t o f v a l u e s w i t h o t h e r s .

Modern Concept of Marketing:

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P h i lo s o ph y o f a n o r g a ni z a ti o n i n r e l at e d t o m a r ke t i ng i s r e f e r r ed t o a s m a r k e t in g c o n c ep t .S i n c e i n d u s t r i a l r e v o l u t i o n m a r k e t i n g m a n a g e m e n t h a s u n d e r g o n e 4 s t a g e s i n m a r k e t i n g c o n c e p t s . T h e yare :

a) Product Oriented Marketing: U n d e r t h i s c o n c e p t i t i m p l i e s t h a t m a n a g e m e n t f i r m l y b e l i e v e st h a t w i t h a g o o d p r o d u c t c u s t o m e r r e s p o n s e i s b o u n d t o b e f a v o r a b l e & i t w i l l n e e d v e r y l i t t l ep ro mo t io n , e f fo r t , p rov id e d a p ro du c t & i t s p r i c e s i s r e a so na b le . Th i s was th e M a rke t i ng

P h i l o s o p h y t i l l 1 9 3 0 .

b) Customer Oriented Market ing: T h i s w a s i n t ro d u c ed i n M a r ke t i ng P h i lo s o ph y & o b j ec t i ve so n l y a f t e r 1 9 5 0 . T h e p r i m a r y f a c t o f c u s t o m e r o r i e n t e d m a r k e t i n g a p p r o v a b l e p o i n t s o u t t o s t u d yn e e d s , d e s i r e s & v a l u e s o f t h e p o t e n t i a l c u s t o m e r s , o n t h e b a s i s o f l a t e s t & a c c u r a t e k n o w l e d g e o f m a r k e t d e m a n d .

c) Soc ia l Oriented Market ing : E n v ir o n me n t al t r e nd s l i k e w e lf a r e, c o n c er n f o r b e t te r l i v in ge n v i r o n m e n t o r q u a l i t y o f l i f e , i n d i c a t e t h a t o r g a n i z a t i o n s w o u l d h a v e t o a d o p t s o c i a l l y r e s p o n s i b l em a r k e t i n g p o l i c i e s & p l a n s i n o r d e r t o c o n s u m e r s w e l f a r e . T h e s e t r e n d s a r e b r o a d e n e d a s s o c i a l l yo r i e n t e d m a r k e t i n g .

d) Sales Oriented Market ing: (Sales Concept ) : T h is c o nc e pt p o in t s t h at w e c a nn o t h a vee n o u g h r e s p o n s e w i t h o u t p r o m o t i o n a l e f f o r t s i . e . c o n s u m e r s w i l l n o t b u y e n o u g h o f t h e c o m p a n i e sp ro du c t s a s lo n g as th ey a re n o t a p pro a ch e d th rou g h in te ns i ve s a le s p r om ot io n , ad v er t i s i ng &sa lesmansh ip e f for t s .

S u c h a m a r k e t i n g c o n c e p t i s a l s o d o m i n a t i n g i n t h e s a l e s o f i n s u r a n c e p o l i c i e s . I n a u t o m o b i l e s a l e sa l s o , i t w a s v e r y p o p u l a r t i l l r e c e n t l y . T h e s e a r e t h e m a i n c o n c e p t s t h a t m o t i v a t e m a r k e t i n g s t r u c t u r e s o f en te rpr i s es .

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Benef i t s of Market ing Concepts: A n y e n t e r p r i s e a d o p t i n g t h e m a r k e t o r i e n t e d b u s i n e s s a p p r o a c h

c a n e n j o y t h e f o l l o w i n g a d v a n t a g e s :a ) L o n g t er m s u c ce s s i s a ss u r ed .b ) I t en a b l es th e f i rm to m o ve mo re q u ic k l y t o ca p i t a l i z e o n ma rk e t o pp o r tu n i t i e s .c ) C u s t o m e r n e ed s , w a n t s & d e s i r e s r ec e i v e s t o p c o n si d e r a t i o n .d ) G r a te r i m p o r t an c e i s g i v en t o t h e p r o du c t p l a n n in g & d e v el o p me n t s o t h a t m e c h an i z in g b e c o m e s

ef fec t ive .e ) D e ma n d s i d e o f t h e e q u at i on o f e x c h an g e i s h o no r ed m o re & s u pp l y i s a d ju s te d t o c h a n gi n g

d e m a n d .f ) I t a ss u re s i n te g ra t ed v i ew o f b u si n es s o p er a ti o ns & i n di c at e s i n te r de p en d en c e o f d i ff e re n t

d e p a r t m e n t s o f t h e e n t e r p r i s e.g ) I n t e r e s t s o f t h e e n t e r pr i s e & s o c i e t y c a n b e h a r m o n i z e d a s p r o f i t t h r o u g h s e r v ic e i s e m p h a s i z e d .

Marketing as a Study of 4Ps:T h e b a s i c t a s k o f m a r k e t i n g i s t h e d e l i v e r y o f a t o t a l o f f e r t o t h e c o n s u m e r i n s u c h a m a n n e r t h a t :

a ) T h e o f f e r f u l f i l l s t h e n e e d s o f t h e c o n s u m e r .b ) Th e t e r ms & a t t r ib u t es o f th e o f fe r a re a cc e p t ab le & be n ef i c i a l t o th e c o ns um er .c ) A l l t h e o r g a n i z at i o n a l g o a l s , i n c l ud i n g p r o f i t s a r e a c hi e v e d i n t h e p r o c e s s .

I n p r a c t i c e , h o w d o e s a n y f i r m m a k e s u c h a t o t a l o f f e r t o t h e c o n s u m e r ?

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The answer to th i s cou ld be found in the modern def in i t ion of marke t ing .M a r k e t i n g i s a t o t a l s y s t e m o f b u s i n e s s , a n o n g o i n g p r o c e s s o f :

a ) D i s c o v e r i ng a n d t r a n s l a t i n g c o n s u m e r n e e d s & d e s ir e s i n t o p r o d u c t s & s e r v i c e s ( th r o u g h p l a n n i n g& p r o c u r i n g t h e p l a n n e d p r o d u c t s ) .

b ) Cre a t in g de ma n d f or th e se p r od uc t s a n d se rv ic es ( th ro ug h p ro mo t io n an d p r i c in g)c ) S e r vi n g t h e c o n s um e r d e m a n d ( t h r o u gh p l a nn e d p h y s i c al d i s tr i b ut i o n) w i t h t h e h e l p o f m a r ke t i ng

c h a n n e l s & t h e n i n t u r n .

d ) E x p a n d i n g t h e ma r k e t e v e n i n fa c e o f k e e n c o m pe t i t i o n .

Marketing Mix:T h u s i t c a n b e s e e n f r o m t h e a b o v e d e f i n i t i o n t h a t a l l a c t i v i t i e s & p r o g r a m s w h i c h a b u s i n e s s f i r m

d e s i g n s & c a r r i e s o u t i n i t s e f f o r t t o w a r d s w i n n i n g c u s t o m e r s , r e l a t e t o o n e o r t h e o t h e r o f t h e f o u r e l e m e n t s :

a ) P ro du ct .b ) P r ic in g .c ) P h y si c a l Di s t ri b u ti o n .

d ) P r om o ti o n.

T h es e f o ur e l em e nt s c o ns t it u te t h e m a r k et in g m ix o f t he f i rm . M a rk e ti n g M ix i s t h e s e t o f m a r k e t i n g t o o l s t h a t t h e f i r m u s e s t o p u r s u e i t s m a r k e t i n g o b j e c t i v e s .

Product: T h e f i r s t e l e m e n t o f t h e m a r k e t i n g m i x i s t h e p r o d u c t . A p r o d u c t i s a n y t a n g i b l e , i n t a n g i b l eo f f e r i n g t h a t m i g h t s a t i s f y t h e n e e d s o r a s p i r a t i o n s o f a c o n s u m e r . T h e p r o d u c t m a y b e g o o d s , a s e r v i c e ,a commodi ty p lus s e rv ice o r jus t an idea .

T h e v a r i o u s c o m p o n e n t s t h a t c o m p r i s e a p r o d u c t a r e :

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a ) P r od u ct V a ri e ty .b ) Qu al i ty .c ) D es ig n.d ) F e at u re s .e ) B ra n d N a me .f ) P ac ka gi ng .g ) S iz es .

Price: P r i c e i s t h e u n i q u e e l e m e n t i n t h e m a r k e t i n g m i x . I t i s t h e o n l y v a r i a b l e f a c t o r d e t e r m i n i n g t h er e v e n u e o r i n c o m e . P r i c e c a n b e d e f i n e d a s t h e v a l u e t h a t t h e s e l l e r p u t s i n t h e c o m m o d i t y . I t i s t h ee x c h a n g e v a l u e o f a p r o d u c t o r s e r v i c e e x p r e s s e d i n t e r m s o f m o n e y .

Physical Distr ibut ion: P h ys i ca l D i st ri b ut io n i s a b r oa d r a ng e o f a c ti v it i es , w it h in a c o mp a ny ,c o n c e r n e d w i t h e f f e c t i v e m o v e m e n t o f g o o d s a n d r a w m a t e r i a l s b o t h i n w a r d s t o t h e p o i n t o f m a n u f a c t u r ea n d o u t w a r d s f r o m t h e e n d o f p r o d u c t i o n l i n e t o t h e c u s t o m e r . I t r e p r e s e n t s t h o s e a c t i v i t i e s t h a t c r e a t et i m e & p l a c e u t i l i t i e s i n t h e p r o c e s s o f a c t u a l m o v e m e n t o f g o o d s f r o m t h e p r o d u c e r s t o t h e c u s t o m e r s . I ti s t h e s c i e n c e o f b u s i n e s s l o g i s t i c s w h e r e b y t h e r i g h t a m o u n t o f t h e r i g h t k i n d o f p r o d u c t i s m a d ea v a i l a b l e a t a p l a c e w h e r e t h e r e i s d e m a n d .

T h e v a r i o u s c o m p o n e n t s i n t h i s e l e m e n t a r e :a ) C ha nn el s.b ) Asso r tm en t s .c ) L o ca t io n s.d ) I n ve n to r y.e ) T ra n sp o rt .

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Promotion : M c N e a l h a s d e f i n e d t h e t e r m p r o m o t i o n a s a n y c o m m u n i c a t i v e a c t i v i t y w h o s e p u r p o s e i st o m o v e f o r w a r d a p r o d u c t , s e r v i c e o r i d e a i n a c h a n n e l o f d i s t r i b u t i o n .

H o w a r d h a s d e f i n e d t h e t e r m a s a n y e f f o r t o n t h e p a r t o f t h e c o m p a n y t o i n c r e a s e s a l e s t h r o u g hd i s s e m i n a ti n g i n f o r m a t i o n t o b u y e r s a s p o t e n t i a l b u y e r s .

I t i s t h e p r o c e s s o f m a r k e t i n g c o m m u n i c a ti o n t o i n f o r m , p e r s u a d e , r e m i n d & i n f l u e n c e c o n s u m e r s o r u s e r s i n f a v o r o f t h e p r o d u c t o r s e r v i c e . I t i s a f o r m o f n o n - p r i c e c o m p e t i t i o n .

T h e v a r i o u s c o m p o n e n t s i n t h e p r o m o t i o n e l e m e n t a r e :

a ) S a l es P r o mo t i on .b ) Ad ve r t i s in g .c ) S a l es F o r c e ( P e rs o n al S e l l i ng )d ) D i r ec t Ma r k et i n g.

Advertising:R us se ll C al le y i n 1 96 1 p io ne er ed D AG MA R ( De fi ni ng A dv an ta ge ou s G oa ls , M ea su ri ng

A d v a n t a g e o u s R e s u l t s ) & w r o t e a t t h a t t i m e a d v e r t i s e m e n t s u c c e e d s o r f a i l s d e p e n d i n g o n h o w w e l l i tc o m m u n i c a t e s t h e d e s i r e d i n f o r m a ti o n & a t t i t u d e s t o t h e r i g h t p e o p l e a t t h e r i g h t t i m e & a t t h e r i g h t c o s t .

I t c a n b e s a id t h at a d ve r ti si n g e x i s te d r i gh t f r om t he e a rl y 1 6 t h c e n t u r y A . D . a t t h e t i m e o f c o m m e r c i a l r e v o l u t i o n . A d v e r t i s i n g , b y f a c i l i t a t i n g m a s s p r o d u c t i o n & m a s s d i s t r i b u t i o n h a s p r o v i d e di m m e n s e e m p l o y m e n t o p p o r t u n i t i e s t o p e o p l e .

T o d a y t h e w o r d a d v e r t i s i n g i s v e r y c o m m o n t o a l l o f u s b e c a u s e , i t i s t h e b u s i n e s s o f t h e p e o p l e ,f o r t h e p e o p l e & b y t h e p e o p l e . T h i s t e r m h a s 2 s p e c i f i c m e a n i n g s:

a ) A s a M i c r o c o n c e p t , i t r e p r e s en t s t h e e n t i r e a d v e r t i si n g i n d u s t r y & i s a n i n d i s p e n s ab l e i n s t i t u t i on soc ia l & bus ines s .

b ) As a M ac ro co n ce p t , i t s t a nd s fo r th e ma n ag e r ia l fu nc t i on o f an y o rg a n iz a t ion i n t en d ing t o s en d t hei n f o r m a t i on t o t h e o t h e r m e m b e r s o f t h e s o c i e t y .

Definit ions:

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A m e r i c a n M a r k e t i n g a s s o c i a ti o n , a n y p a i d f o r m o f n o n - p e r s o n a l p r e s e n t a t i o n o f i d e a s , g o o d s o r s e r v i c e sb y a n i de n t i f i ed sp o nso r .

I n o t h e r w o r d s , i t i s a s a l e s m e s s a g e d i r e c t e d t o a m a s s a u d i e n c e t h a t s e t s t o s e l l g o o d s , s e r v i c e s o r i d e a s t h r o u g h p e r s u a s i o n o n b e h a l f o f t h e p a y i n g s p o n s o r .

A d v e r t i s e m e n t i s a n i n t e g r a l p a r t o f o u r s o c i e t y a n d e c o n o m i c s y s t e m . A s a p o w e r f u l t e c h n i q u e o f p ro mo t in g sa le s , i t h a s b e en d o i ng won d er s i n t he c ou r se o f c o ns um pt io n , a f f e c t s t he p roc e s s o f

p ro du c t io n , en la rg e s e x ch a ng e & d i ve r s i f i e s d i s t r ibu t i on . I t i s the i r Arc h ime d ea n Lev e r t ha t mo t i va te sthe wor ld o f commerce & indus t ry . I t i s tha t s t rong magnet tha t mot iva tes the wor ld & i s the main s t ay of c u lt u re . T h e r o le o f a d ve r ti s in g c a n b e a n al y ze d f ro m 5 d i st i nc t a n gl e s n a me l y m a nu f ac t ur e rs ,m i d d l e m e n , s a l e s f o r c e , c o n s u m e r s & t h e s o c i e t y .

a) Manufacturer:i . I t i n c re a s e s & s t ab i l iz e s t h e s a le s t u r no v e r .

i i . I t m a i n t ai n s t h e e x is t i n g m a rk e t & e x p lo r e s t h e n e w t h i n g s.

i i i . I t co n t ro l s p r o du c t p r i ce s .

b) Middlemen:i . I t ac t s a s a sa l es m an .

i i . I t gu a r an t e e s q u i ck s al e s .i i i . I t m a k es p r i ce m a i n t en a n c e p os s i bl e .

c ) S a les Forc e :i . I t c re a t e s c o l or f u l b a c kg r o un d ,

i i . I t r ed u c e s h i s b u r d en o f jo b .

i i i . I t i ns t i ll s s e lf C o nf i d en c e .

d) Consumers:i . I t i s a d ri v i ng f o r c e in d e c i si o n m a ki n g .

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i i . I t e n s u re s b e tt e r q u a l i ty p r o d u c ts a t r e a s o n a b l e p r i c e s .i i i . I t s av e s go o d de a l of t im e .

e) Society:i v . I t u p li f t s t h e li v i ng s t a nd a r ds .v . I t g e n e r at e s g a i n fu l e m p l o ym e n t o p p o rt u n it i e s.

v i . I t p r o vi d e s n ew h o r i zo n s o f k n ow l e dg e .v i i . I t u p ho l d s t h e c ul t u re o f a n at i o n.

F o r a f ir m t o a c hi e ve i ts a d ve r ti s in g g o al s i t h a s t o f o ll o w c e rt a in a d ve r ti si n g o b je c ti v es .A d v e r t i s in g o b j e c t i v e s a r e a m u s t b e c a u s e t h e y h e l p t h e a d v e r t i s e rs t o k n o w w e l l a d v a n c e w a n t s t oa c h i e v e & p r o v i d e d i r e c t i o n & p u r p o s e . T h e m o s t c o m m o n l y s o u g h t o b j e c t i v e s a r e :a ) T o i nc r e as e t he s a le s .b ) To su pp o r t s a le s fo rc e .c ) T o en t e r n e w m a r ke t .d ) T o i n tr o d uc e n e w p ro d u ct .e ) T o i m p ro v e d e a le r r e l at i o ns .f ) T o bu i ld u p th e i ma g e.g ) T o c o u n te r a ct c o m p e ti t i on .h ) T o f ig h t p re j u di c e s.

T h e o b j e c t i v e s m a y b e s h o r t t e r m o r l o n g t e r m .

Consumer Purchase Behavior:C o n su m e r o r i e n t at i o n s t e m s f r o m t h e c o m p an y s a d o p t i on & i m p le m e n ta t i on o f t h e m a r ke t i ng

c o n c e p t , a p h i l o s o p h y o f e v e r y b u s i n e s s u n i t w h i c h h a s t r i p l e i m p l i c a t i o n n a m e l y :a ) T h e v i c to r y o f a n y u n i t r e s t s o n c o n su m e rs w h o a r e w i l i ng t o a c c e p t & p a y f o r t h e p r o du c t s o r

s e r v i c e s .

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b ) Th e f i rm mu s t b e awa re o f wh at th e ma rk e t wa nt s we l l in a dv a nc e o n pr od u c t i on .c ) C o n s u m e r w a n ts m u s t b e m o n i t o re d c o n t i n u o u s l y f o r as s u r e d s u c c e s s ov e r c o m p e t i t i o ns .

T h e c o n s u m e r s a r e t h e a r b i t r e s s o f f o r t u n e i n b u s i n e s s . I n h i g h l y c o m p e t i t i v e e c o n o m i c s y s t e m , t h es u c ce s s , s u r v i va l & g r o wt h o f f i r ms w a r ra n t s a c c u r a te k n o wl e d g e a b o u t c o n s u m er s t h e ir b e h a vi o r h o w , w h y , w h e r e , w h a t , w h e n t h e y b u y ? U n d e r s t a n d i n g c o n s u m e r i s t h e c r u c i a l t a s k o f e v e r y M a r k e t i n gM a n a g e r .

B e h a v i o r i s a m i r r o r i n w h i c h e v e r y o n e s h o w s h i s o r h e r i m a g e . B e h a v i o r i s t h e p r o c e s s o f r e s p o n d i n g t o s t i m u l i . C o n s u m e r B e h a v i or i s t o d o w i t h t h e a c t i v i t i e s o f i n d i v i d u a l s i n o b t a i n i n g & u s i n gt h e g o o d s & s e r v i c e s , i t e n c o m p a s s e s t h e d e c i s i o n m a k i n g p r o c e s s t h a t p r e c e d e s & d e t e r m i n e s p u r c h a s e s .

Definit ion:P r o f . W a l t e r C . G . & P r o f . P a u l G . W . T h e p r o c e s s w h e r e b y i n d i v i d u a l s d e c i d e w h e t h e r w h a t , w h e n ,

w h e r e , h o w & f r o m w h o m t o p u r c h a s e g o o d s & s e r v i c e s .

C o n s u m e r b e h a v i o r i s a l l t h e p s y c h o l o g i c a l , s o c i a l & p h y s i c a l b e h a v i o r o f p o t e n t i a l c u s t o m e r s a st h e y b e c o m e a w a r e o f , e v a l u a t e , p u r c h a s e , c o n s u m e & t e l l o t h e r s a b o u t t h e p r o d u c t s a n d s e r v i c e s .

T h e c o n s u m er i s t h e f o c u s o f t h e f o c u s o f t h e m a r ke t i ng e f f or t s . T h e m o d e r n m a r k e t in g c o n c ep ts p e l l s a c t t h e r e a l s i g n i f i c a n c e o f b u y e r b e h a v i o r .

I t i s c o n s u m e r p r e d i s p o s i t i o n w h e t h er p o s i t i v e o r n e g a t i v e t h a t m a k e s o r m a s s t h e p r o f i t p o s i t i o n o f a g i v en p r o d u c t . T h e s t u d y o f b u y e r b e h a v i o r t a k es u s t o t h e r o o t s o f w h y a c u s to m e r h a s p o s i t iv e o r n e g a t i v e p r e d i s p o s i ti o n ?

C o m p r e h e n d i n g c o n s u m e r n e e d s , e x p o r t a t i o n s , & a s p i r a t i o n s c o u p l e d w i t h p r o b l e m s i s a m u s t t oe x p l o i t M a r k e t i n g o p p o r t u n i t ie s & m e e t i n g t h e c h a l l e n g e s b e s e t a l o n g t h e o p p o r t u n i t i e s .

Consumer Buying Process:

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U n d er s t an d i n g c u s t o m er b e h a vi o r m a k e s i t m a n d at o r y t o f i rs t u n d e rs t a nd t h e b u y in g p r o ce s s .B u y i n g p r o c e s s r e p r e s e n t s a p r o b l e m s o l v i n g a p p r o a c h , i t i s a d e c i s i o n m a k i n g p r o c e s s l e a d i n g t o b u y i n gd e c i s i o n s o n t h e p a r t o f c o n s u m e r s .

Steps in buying Process: It is a f ive step act ivity. They are:

a ) Need Recognit ion : T h e s t a r t i n g p o i n t i s t h e p e r c e i v e d w a n t s o r a d e s i r e . I t i s t h e a w a r e n e s s o f t h e w a n t o r a d e s i r e o r a c o n s u m p t i o n p r o b l e m w i t h o u t w h o s e s a t i s f a c t i o n , t h e c o n s u m e r f e e l s r e s t l e s s &

t e n s i o n c h a r g e d . N e e d s a r i s e e i t h e r d u e t o i n t e r n a l o r e x t e r n a l s t i m u l u s . I t i s t h e i n t e n s i t y o r t h e u r g e n c yo f w a n t t h a t d e s i r e s t h e s p e e d a t w h i c h i t i s t o b e s a t i s f i e d .

b ) Information Search: A n e e d a r o us e d & r e c og n i ze d c a n b e s a t i s fi e d o n l y w h e n t h e p r o du c t o r s e r vi c e i s a v a il a b l e. C o ns u m er i n t er e s t i s i n d ic a t e d i n t h e c o n su m e r s w i l li n g ne s s t o s e e k f u r t h e r i n f o r m a t i o n a b o u t t h e p r o d u c t o r s e r v i c e . C o n s u m e r h a s m a n y a l t e r n a t i v e s o u r c e s o f i n f o r m a t i o n t o t a ps u ch a s f r ie n ds , r e la t iv e s, n e ig h bo r s, s a le s me n , d e al e rs , a d ve r ti se m en t s, p a ck a ge s & c o ns u me r o r g a n i z a t i o n s .

c ) Evaluation & Intention : I t i s c o n s u m e r s d e e p i n t e r e s t i n t h e p r o d u c t o r s e r v i c e t h a t p a v e s t h e

w a y f o r e v a l u a t i o n & i n t e n t i o n . I t i s t h e s t a g e o f m e n t a l t r i a l o f t h e p r o d u c t o r a s e r v i c e , t h e c o n s u m e r a s s i g n s r e l a t i v e o r w e i g h t a g e s t o d i f f e r e n t p r o d u c t s o r s e r v i c e s b a s e d o n a c c u m u l a t e d i n f o r m a t i o n . O n c eh e e v a l u a t e s , h e d e v e l o p s t h e i n t e n t i o n t o a c c e p t o r r e j e c t a g i v e n p r o d u c t o r s e r v i c e .

d ) Purchase Dec is ion: I t i s t h e p o s it i ve i n te n ti o n o f t h e c o n s um e r t h a t l e ad s t o a p u rc h as ed e c is i o n. I t i s t h e l a s t s t a g e i n t h e b u y i n g p r o c e ss b e c a u s e i t c o m pl e t es t h e e x c h a n ge p r o ce s s , s u c h ap ur ch a se m a y b e a t r i a l o r a d op t i on . I t i s th ro u gh th i s th a t th e cu s to me r g a in s t \ e x pe r ie n c e & t ha t wa yr e s u l t s i n r e p e a t p u r c h a s e .

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e ) Post Purchase React ion: I t s t an d s f o r t h e b e h a vi o r o f a c o ns u me r a f te r a c o mm i tm e nt t op ro du c t h as b ee n m ad e . I t m ay b e a s e t o f pos i t iv e o r ne g a t iv e f e e l in g s . Pos i t iv e f ee l in g w i l l r e su l t inr e p e a t p u r c h a s e & r e c o m m e n d a t i o n s . O n t h e o t h e r h a n d , n e g a t i v e f e e l i n g s c r e a t e a n x i e t y & d o u b t s .

I t i s c o n s u m e r p e r s o n a l i t y s p e e d - c a u t i o n - d i f f i d e n c e - w a v e r i n g s l y n e s s - r i s k t a k i n g - j u b i l a n t - s e r i o u sa l l g o a l o n g w a y i n c o m p e t i n g t h e b u y i n g p r o c e s s .

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CHAPTER-2COMPANY PROFILE

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PROFILE OF THE INDUSTRY:The garments indus t ry in Ind ia i s one of the bes t in the wor ld . As ex t r emely wel l o rgan ized sec tor ,g a r m e n t m a n u f a c t u r e r s , e x p o r t e rs , s u p p l i e r s , s t o c k i e s t a n d w h o l e s a l e r s a r e t h e g a t e w a y t o a n e x t r e m e l ye n t e r p r i s in g c l o t h i n g a n d a p p a r e l i n d u s t r y i n I n d i a .

I n d i a s r e a d y m a d e g a r m e n t s a r e e x t r e m e l y p o p u l a r t h e o v e r w o r l d . T o d a y , g a r m e n t s f r o m I n d i a h a v ei n r o a d s i n t o t h e i n t e r n a t i o na l m a r k e t f o r t h e i r d u r a b i l i t y , q u a l i t y & b e a u t y .

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D u r i n g A p r i l - D e c e m b e r . 2 0 0 9 - 2 0 1 0 , t e x t i l e e x p o r t s w e r e r e c o r d e d a s U S $ 1 9 7 3 5 . 2 M i l l i o n ( R s . 1 4 4 0 1 7 9 . 4M i l l i o n ) , o f w h i c h r e a d y m a d e g a r m e n t s c o m p r i s e n e a r l y 4 0 % . I n t e r e s t i n g l y . A l m o s t o f I n d i a n s t o t a lexpor t s goes to the USA.

T h e s u p e r i o r o f I n d i a s G a r m e n t i n d u s t r y h a s b e e n a c k n o w l e d g e d i n t h e n a t i o n a l t e x t i l e p o l i c y ( N I P ) o f I n d i a 2 0 0 0 . H a v i n g r e a l i z e d t h e t r e m e n d o u s g r o w t h p o t e n t i a l o f t h i s s e c t o r . T h e r e i s a p r o p o s a l i n t h e

Na t io n a l Tex t i l e P o l i c y fo r Ta k i ng th e In d ian Ga rm en t o u t o f th e S SI r e se rv a t ion l i s t .

Major Customers:

G a p h a s e m e r g e d a s o n e o f t h e s t r o n g e s t c u s t o m e r i n I n d i a . O t h e r k e y U S c u s t o m e r s i n t h e m a r k e t a r e : -Ann Taylor , Avenues , B la i r Corpora t ion , D i l l a rds , Federa t ion S tores , J .C . Penny , K- Mar t , Khol s LaneBryant L iz C la iborne , May Depar tment S tores , Mervyns , Po lo Spor t , Sag Harbourm Sear s , Targe t TommyHi l f iger and Walmar t .

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SWOT OF THE INDUSTRY:

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- 25 -

SWOT OfThe

Industry

S t r e n g t h s

W e a k n e s s

O p p o r t u n i t i e s

T h r e a t s

Skills Low Knowledge BaseGrowing Market

(>20 % PA )TechnologicalObsolescence

Availability Of RawMaterial

Low Economies OfScale

Incr. Wash contentHigh Import Tariffs

(40-65 %)

FlexibilityLow Collaborative

EffortsNew Finishes-Higher

UVRAttitudinal Issues

Fabric ProcessingNear Absence Of

SystemDifferentiating Factor

Non-Proximity ToMarkets


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JOLLY CLOTHING:

ORIGIN OF THE COMPANY:

The brand name JOLLY was established in 1954 by Late Shri Sat Pal Ji who was themajor hand behind the rising of the brand name JOLLY as JOLLY HOSIERYFACTORY PVT LTD.

The 60s witnessed the growth of Jolly Hosiery Factory Pvt. Ltd as a trend setterin Punjab and major cities in the northern zone. It introduced a new category of clothingi.e. the casual wear for the youth in the year 1957

Introducing the first apparel concept in India in 1960 Jolly Hosiery pioneered thenation of branded clothing and franchising with the launch of its hugely successful brands JOLLY SODIUM NO SURRENDER which focused on youth fashion. But themost successful brand was JOLLY

After the successful launch in 1960, JOLLY was extended to kids ware, for the 2to 12 years age group, branded as JOLLY KIDS.

With the 90s and the emergency of a bold, new generation, Jolly Hosiery turnedimage-maker and seized the moment to create a stand-alone industry for JOLLY aligning

itself with the mindset of the new generation.

Presently the business of Jolly Hosiery is led by Mr. Pardeep Kumar s/o late Shri Sat PalJi. The brand name remained the same all this while but the company name was shiftedfrom Jolly Hosiery Factory Pvt. Ltd to Jolly Clothing Co.

The success of the brand name did not stop ever it was on a rise all thiswhile. The sincere hard work by Mr. Pardeep Kumar was paid off to him as the brandname JOLLY has become one of the most famous brands dealing in men and womenwinter garments. With a slow and steady rise the brand name JOLLY became majorleader of hosiery garments and Jolly Clothing co. has become one of the finest

manufacturers of India.

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GROWTH AND DEVELOPMENT OF THE COMPANY :

JOLLY now out stands every other branded fashion garment in its category, in thecountry. The brand name JOLLY has always been popular for winter garments for bothmen and women in fact it has been the finest brand known for its quality and designing.

Every season, JOLLY launches more than 500 new styles ofclothes. Some other reasons for the success of JOLLY were its quality and differentdesigning which used to and still match European standards. They were the first one tointroduce circular and computer knitted garments.

According to various critics and other specialized people in the field of hosierygarments the brand JOLLY i.e. Jolly Hosiery Factory Pvt. Ltd, has embraced technologyin all their activities. Besides automated solutions for cutting, sewing, pattern making andgrading, IT tools are used for customer relationship management and tracking of stockkeeping units also.

Speaking to the present managing director on the technology platforms of thecompany Mr. Pardeep Kumar said. We use automated solutions for enhancingproductivity and quality. IT helps improve the supply chain management for directmarketing, building customer relations, and for identifying customer preferences inmultiple geographies. Significantly, the companys productivity and quality have goneup 10 to 15 percent by using technology in all the phases, Mr. Pardeep Kumar added.

The garment industry is based on fashion and invariably goes through shortfashion cycles. To survive in market, there have to be regular innovations and IT

solutions are key in such a scenario to be competitive and improve business results, Mr.Pardeep Kumar said. Today the garment industry will not survive without the righttechnology, he added.

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BRAND PHILOSOPHY/ MISSION/ SECRET OF BRAND

STRENGTH.

Design, trendy western wear for men, women and kids across all products

categories using innovative fabrics, international styling and perfect fits.

TARGET GROUP:

1. JOLLY:

a) Age group is between 21 to 55 years.b) For those fashionable, trendy, simple and classy.

PRESENT STATUS OF THE COMPANY:

MARKETING/ RETAIL NETWORK:JOLLY.

2009/10 2010/2011a) Exclusive Brand Outlets 42 50.b) Shop in shops 6 32.c) Exclusive retail space (sq ft) 2400 41400.

d) MBOs (Multiple brand Outlet) 6 20.

STRONGER ZONES:1) JOLLY is represented well in all regions of the country.2) The exclusive brand stores are located in 30 important cities in India.

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3) JOLLY represents some of the best stores in terms of ambience andbusiness.

4) Typically, the stores are more than 2000sq ft with at least a 30ft frontage.

ADVERTISING MEDIAS:JOLLY mainly concentrates on:

Outdoor Advertising i.e. Hoardings.Then comes the Press advertising wherein it advertises mainly in newspapers. (usuallythe HT LUDHIANA LIVE News Paper)

SALES PROMOTIONAL ACTIVITIES:JOLLY takes up a number of sales promotional activities from time to time. Some of

them are:

a) HOT DEALS- wherein the customer earn points on their everypurchase, (1 point for every Rs.50 purchase) and exchange it for giftvoucher.

b) COOL STUFFS-like coupons of soft drinks, music companies, sportswear, computer institutes, fast food parlors, etc are given to members ofthe club on the purchases made by them. Exclusive gifts are given tomembers of the club when they purchase in any JOLLY Stock during themonth of the birthday.

c) STAY ONE UP- The members are updated with the latest fashion

trends. The new & the international styles & the in things are informed viaemail.

1) Discounts: JOLLY every now and then provides discounts onpurchases made there.

2) Free Gifts:On purchases made for a particular amount, the customersare given free gifts like tops, belts, trousers, etc.

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MANAGEMENT HIREARCHY AND THE FUNCTIONAL DEPARTMENTS:

- 30 -

PRESIDENTMr. Pardeep Kumar

FINANCE& ADMINISTRATION

DEPARTMENT

SALES DEPARTMENT

DESIGN DEPARTMENT

SUPPLY CHAINDEPARTMENT

PRODUCTION &SOURCING

DEPARTMENT

MARKETINGDEPARTMENT

Mr. Ankur

Mr. Surinder

Miss. Deepika

Mrs. Nandani

Mr. Vivek

Mr. Vinod


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CHAPTER -3

RESEARCH DESIGN OF

THE STUDY

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RESEARCH METHODOLOGY

M ar ke ti ng R es ea rc h i s a s ys te ma ti c & o b je ct iv e s tu dy f or a n al ys is o f i nf or ma ti on t o t he i de nt if ic at io n & s ol ut io n o f a ny

p rob l em in t he f i e ld o f mar ke t ing .

I t i s t he b as ic p la n, w hi ch g ui de s t he d at a c ol le ct io n &a na ly ze s t he p ha se s o f t he p ro je ct . I t i s t he f ra me w or k t ha ts p e c i f i e s t h e t y p e o f i n f o r m a t i o n t o b e c o l l e c t e d & t h e s o u r c e o f da t a co l l ec t i on p r ocedur e .

I STATEMENT OF THE PROBLEM:

T he g lo ba li za ti on o f b us in es s, t he l ib er al iz at io n o f t hee c o n o m y & p r i v a t i z a t i o n o f c o m p a n i e s h a s u s h e r e d i n a n e w e r a i nt he h i s t o r y o f I nd i an Mar ke t . The mag i c o f l i be r a l i za t i on , apa r t f r omwi t hdr awi ng r e s t r i c t i on c r ea t ed an a t mos pher e o f f r ee mar ke t peop l ew i t h t h e a p p e t i t e t o a b s o rb a l l k i n d s o f p r o d u c t s & s e r v ic e s f o u n d at a s t e o f r e a l c o m p e t i ti o n . C o n s e q u e n tl y , m a r k e t e r s n o w o f f e r a h o s to f p r oduc t s t o t he cons umer s w i t h d i f f e r en t conno t a t i ons o f qua l i t y .

Compan i es have t o cap t u r e t he cus t omer s a t t en t i on & mot i va t et h em t o t ry t h e p r o d u ct s . T h is i s g e ne r al ly d o ne b y a d v er t is i ng ,p romot io n , pu b l i c i ty & p e r s ona l s e l l in g wh ich a re the ma i ni ngr ed i en t s i n mar ke t i ng communi ca t i on .

Th us th e s ta te me nt o f th e p ro ble m c an b e f r ame d a s, E va lu at io n o f a d ve rt is in g e ff ec t i ve ne ss & d e te rm in a ti on o f t hep u rcha se behav io r an d the c ompo s i t ion o f cons umer s .

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II SCOPE OF THE STUDY:

T h e f ie l d o f c o ns u me r r e se a rc h w i th r e ga r ds t o a d v er ti s in ga f fe c ti v it y a n e x te n si o n o f t h e f i el d o f m a rk e ti n g r e se a rc h i s t oe n ab le m ar ke te rs t o p re di ct h o w c o ns um er s w ou ld r ea ct i n t he

mar ke t p l ace & t o unde r s t and cons umer s pe r cep t i on abou t p r oduc t s& b r a n d s . I t i s u s e d t o a n a l y z e t h e e f f e c t i v e n e s s o f a d v e r t i s e m e n t so n c o ns u me r s & t h ei r p u rc h as e b e h av i or . T h us t h e s c o p e o f t h iss t u d y i s t o a s c e r t a i n t h e e f f e c t i v e n e s s o f a d v e r t i s e m e n t s , p u r c h a s e

b ehav io r & w ard r obe compos i t io n o f con sumers .

III Need for the Study:T h e r e s e a r c h i n J O L L Y i s t o g e t a p i c t u r e a b o u t

t he ir p ro du ct s & t he ir a wa re n es s a bo ut t he ir a wa re n es s i n t he

mar ke t . I t i s t o ge t an i dea abou t t he i r adve r t i s i ng e f f ec t i venes s i nns a l e s p r omot i on & cus t omer s a t i s f ac t i on .

T he o ve ra ll p ur po se o f a dv er ti si ng i s t o i nf lu en ce b uy er b ehav io r & fac i l i t a t e t he con sumer dec i s io n mak ing p r oces s . I f t he i radve r t i s i ng mes s age i s u s e f u l , r e l evan t & c r ed i b l e , t he buye r w i l l bei n f l uenced & pe r s uaded t o t ake ac t i on a s des i r ed by t he mar ke t e r .

The pur chas e behav i o r & war d r obe compos i t i on a l s o has a l o to f i n f l uence on t he s a l e s o f t he f i r m .

I t i s a p o w e r f u l p r o m o t io n t o e s t a b l i sh & r e t a i n b r a n d l o y a lt y& e v e n s t o r e p a t r o n a g e p r o v i d e d t h e p r o d u c t i t s e l f d o e s n t s u f f e r f r om qua l i t y de f i c i enc i e s , e r r o r s i n des i gn o r o t he r hand i caps .

T hu s, t he b ot to m l in e i s t ha t t he c om pa ni es h av e t o r el yl ar ge ly o n m ar ke ti ng t he ir p ro du ct s e ff ec ti ve ly ( ad ve rt is in ge f f e ct i v e n es s ) & c u s t o me r s a t is f a c ti o n ( p u r c ha s e b e h a v io r ) . H e n c e ,t h e r e se a rc h o n a d v er ti s in g e f fe c ti v en e ss & p u rc h as e b e h av i or &w a rd r ob e c o mp o si t io n o f c u st o me r s i s t h e r ig h t t o pi c t o e v al u at eJ OLLY.

IV OBJECTIVES OF THE STUDY:The ma i n ob j ec t i ves o f t he s t udy on J OLLY a r e :

a ) T o l e a rn a b o u t t h e p ur c h a se b e h a v io r o f t h e c us t o m er b ) To asce r t a in the e f fec t i venes s o f t he adve r t i s emen t on

cons umer pu r chas e

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c ) T o a s s e ss t h e s a t is f ac t io n l e ve l s o f c u st o me r s w i t h r e sp e c t t ot he new f as h i on & t r ends i n J OLLY ga r men t s

d ) To k no w w he th er th e c us to me r h as a ny s ug ge st io ns fo r i mpr ovemen t s / changes o f J OLLY ga r men t s .

V SAMPLING:

Convenience Sampling Plan : I t r e f e r s t o t h e n u m b e r o f p e o p l et o be s u r veyed . I n t h i s cas e , t he s ampl e s i ze i s 100 i n Ludh i ana c i t y .

Sample Size: I t r e f e r s t o t h e n u m b e r o f p e o p l e t o b e s u r v e y e d . It h i s cas e , t he s ampl e s i ze i s 100

VI DATA COLLECTION:

A s t h e s t u d y i s m a i n l y c o n c e r n e d w i t h t h e e f f e c t i v e n e s s o f J O L L Ya d ve rt is em en ts , p ur ch as e b e ha vi or & w ar dr ob e c om po si ti on o f c u s t o me r s , s u r v e y m e t h o d w a s u s e d t o c o l l ec t t h e p r i ma r y d a t a w i t ht he he l p o f a ques t i onna i r e .

Primary Data - T h i s r e f e r s t o t h e o r i g i n a l i n f o r m a t i o n g a t h e r e df r om t he company s cus t omer s w i t h t he he l p o f a ques t i onna i r e f o r as pe ci fi c p ur po se & p ro vi de s u p t o d at e, a cc ur at e & r el ev an ti n f o r ma t i on .

Secondary Data- I t r ef er s t o b ot h p ub li sh ed & u np ub li sh edi n fo r ma t io n w h ic h i s r e ad i ly a v ai la b l e w i th t h e e x te r na l p a rt i es ,s uch a s i n t e r ne t , books , e t c .

.

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VII TOOLS FOR DATA COLLECTION:

A n i n t e r v i e w & a s t r u c t u r e d q u e s t i o n n a i r e i s u s e d t o c o l l e c tt he p ri ma ry d a ta a bo ut t he t op ic w it h t he q ue st io ns a rr an ge d i ns e q u e n c e & l o g i c a l o r d e r . T h e a n a l y s i s f o r t h e s t u d y a l s o i n c l u d e st he us age o f s econdar y da t a .

T he i nf or ma ti on o r t he d at a o bt ai ne d f ro m t he s ur ve y i sa n a ly z ed , c o mp a re d a n d t a bu l at e d u s in g o t he r s t at i st i ca l m e th o dsand appr opr i a t e hand l i ngs .The ava i l ab l e da t a i s ana l yzed by g r aphs , cha r t s , e t c .

VIII PLAN OF ANALYSIS:

The da t a was t he co l l ec t ed t h r ough ques t i onna i r e , wh i ch i s t heb as i s fo r an a lys i s . I t wa s then t ab u la ted to ob ta i n neces s a ry &r e l e v a n t i n f o r m a t i o n f o r t h i s s t u d y . I n f o r m a t i o n w i t h r e g a r d t o t h ee f fe c ti v en e s s o f a d v er ti s em e nt s , p u rc h a se b e ha v io r & w a rd r ob ecompos i t i on o f t he cus t omer was a s ce r t a i ned .

LIMITATIONS:

Ever y s t udy has i t s own L i mi t a t i ons . They a r e :

a ) Th e ana ly si s o f da t a i s bas ed on a s sumpt i ons tha t t he

r es ponden t s have g i ven t r ue i n f o r ma t i on .b ) Th e in f o rma t ion s upp l i ed by t he ques t io nna i r e i s ju s t b l in dg ro u pi ng & n o d ef in ed c on fi de n ce c an b e p la ce d u po n t hei n f o r ma t i on i n t he abs ence o f any means o f ve r i f i ca t i on .

c ) T h e l i tt l e c o v e ra g e o f t h e s tu d y i s l i mi t e d t o a f e w c u st o m e rs i nBanga l o r e c i t y o f l i m i t ed t i me .

d ) S o m e o f t h e r es p o n d en t s w e re n o t c o - o p e ra t i v e & g a v e a h a n dr ep l i e s

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CHAPTER 4

ANALYSIS &

INTERPRETATION

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1. A)What are the various sources from where you can find out about the products

made by Jolly Clothing Co?

SL.NO S ou r c e s Respondents

( %)1 Family Members 71

2 Friends 6

3 Relatives 12

4 Media 2

5 Others 9

Total 100

INTERPRETATION:71% of the respondents said that they found out about the product from the familymembers, 12 % said they found out through relatives, 6% said through friends and othersfrom the mediaand other sources.

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1. B) Are you satisfied with the products offered by Jolly Clothing Co?

.

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SL.NO Magazine Respondents

(%)

1 Highly Satisfied 26

2 Satisfied 21

3 Moderate 34

4 Dissatisfied 16

5 Highly Dissatisfied 3

Total 100


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0

5

10

15

20

25

30

35

Highly Satisfied

Satisfied

Moderate

Dissatisfied

Highly Dissatisfied

INTERPRETATION:Of the total respondents 26% said they are highlysatisfied by the product followed by21% who are satisfied ,while 34 % find the product moderate,16 % are dissatisfied while3 % are highly dissatisfied with the product.

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1. C) Would you take up any other products other than the products offered byJolly Clothing Co?

S L . N O Sources Respondents

(%)

1 Yes 20

2 No 80

Total 100

0

10

20

30

40

50

60

70

80

RESPONDENTS

Yes No

INTERPRETATION:

According to the graph 20 % of the people said they will use other products while 80%said they would stick to Jollys products.

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1. D) What are the other brands taken up instead of Jolly Clothing Co?

SL.NO Sources Respondents

(%)

1 Weekender 31

2 Nike 02

3 Monty Carlo 03

4 Arrow 04

5 Dxi 60

Total 100

0

10

20

30

40

50

60

RESPONDENTS

Weekender

Nike

Monty Carlo

Arrow

Dxi

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INTERPRETATION:From the above graph, majority of the consumers buy Dxi that is 60% while the others goin for weekender, nike, monty carlo and arrow with respective percentages.

1. E) Are you satisfied with the quality standards of the products offered by JollyClothing Co?


(%)

1 Highly Satisfied 30

2 Satisfied 29

3 Moderate 26

4 Dissatisfied 06

5 Highly Dissatisfied 09

Total 100

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0

5

10

15

20

25

30

RESPONDENTS

highly satisfied

satisfied

moderate

dissatisfied

highly

dissatisfied

INTERPRETATION:In the above graph, 30 % are highly satisfied with the quality of the product while 29 %

are satisfied with the quality offered, 26 % are moderate where as 6 % are dissatisfiedwhile 9 % are highly dissatisfied with the product.

2. A) Do the salesmen spend enough time with you during the selling process of theproduct?

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(%)

1 YES 65

2 NO 35

TOTAL 100

NO

35%

YES

65%

Slice 3

0%

Slice 4

0%

INTERPRETATION:35 % of the people said the salesmen did not give them sufficient time while 65 % said

were satisfied with the time given to them by the salesmen.

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2. B) Are the salesperson equipped with proper knowledge regarding the product?


(%)

1 Yes 70%

2 No 30%

TOTAL 100

No

30%

Yes

70%

Slice 3

0%

Slice 4

0%

INTERPRETATION:Out of the total respondents, 70 % people said the salesmen are equipped with properknowledge while 30% said they did not have sufficient knowledge with them regarding

the products.

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3. Would you recommend the brand Jolly to others?


(%)

1 Yes 602 No 40

Total 100

0

10

20

30

40

50

60

RESPONDENTS

Yes

No

INTERPRETATION:In the above graph, 60 % of the people said they will recommend Jolly to others while 40% said they wont recommend it to others.

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4) A) Are you brand conscious?


(%)

1 Yes 60

2 No 40

Total 100

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RESPONDENTS

Yes

No

40

60

INTERPRRTATION:The above table shows us that in todays world 60 % of the people are brand consciouswhile 40 % said they are not brand conscious.

4. B) How often do you purchase products from Jolly stores?


(%)

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1 Weekly 18

2 Monthly 60

3 Quarterly 20

4 Annually 2

Total 100

RESPONDENTS

Weekly

Monthly

Quartely

Annualy2

2060

18

INTERPRETATION:The graph clearly indicates that 60 % of the people purchase products from jolly on amonthly basis while, 18% buy products weekly, 20 % quarterly and 2 % purchaseannually.

5. A) Are you satisfied with the prices of the products of Jolly Clothing Co.?

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(%)

1 Yes 70

2 No 30

Total 100

0

10

20

30

40

50

60

70

RESPONDENTS

Yes

No

INTERPRETATION:The above graph clearly shows 70 % of the people are satisfied with the prices offered

while 30 % think the prices are too high.

5. B) Are you satisfied with the packing of the products offered by Jolly ClothingCo?

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(%)

1 Yes 60

2 No 40

Total 100

0

10

20

30

40

50

60

RESPONDENTS

Yes

No

INTERPRETATION:Of the total respondents 60 % are satisfied with the packing of the product while 40 %are not satisfied with the packaging.

6. Are you satisfied with the range of products offered by Jolly Clothing Co?

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(%)

1 Yes 60

2 No 40

Total 100

0

10

20

30

40

50

60

RESPONDENTS

Yes

No

INTERPRETATION:It can be noticed that 60 % of people said that the range of the products is high ascompared to other brands with 40% of the people saying are not satisfied with range inthe products.

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7. Is there a proper availability of products offered by Jolly Clothing Co?

1 Yes 70

2 No 30

Total 100

0

10

20

3040

50

60

70

RESPONDENTS

Yes

No

INTERPRETATION:In the above graph 70 % of people said the goods are easily available in the market while30% were not happy with the availability of the products in the market

8. Are the products offered by Jolly Clothing Co up to mark with the present

fashion trends prevailing in the market?

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SL.NO Sources Respondents (%)

1 Yes. 60

2 No 40

Total 100

0

10

20

30

40

50

60

RESPONDENTS

Yes

No

INTERPRETATION:60 % of the people said Jolly Co follows proper fashion trends while 40 % said they werenot up to mark with the prevailing fashion sense in the market.

9. What are the various newspapers where you usually find out about theadvertisements of Jolly Clothing Co?

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SL.NO Newspaper Respondents

(%)

1 Times of India 71

2 Punjab Kesari 6

3 Ht Live 12

4 Dainik Jaagran 2

5 Ludhiana Times 16 Do not read newspapers 8

Total 100

0

10

20

30

4050

60

70

80

RESPONDENTS

TIMES OFINDIA

PUNJABKESARI

HT LIVE

DAINIKJAAGRAN

LUDHIANATIMES

DO NOT READNEWS PAPER

INTERPRETATION:71% of the people get to know about the advertisements of Jolly through Times of Indiafollowed by Ht Live 12% & third comes Punjab Kesari which constitutes 6% of theadvirtisments & then comes Dainik Jaagran 2% & The Ludhiana Times 1%.

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10. What are the different magazines where you often find out about the

advertisements of Jolly Clothing Co?

SL.NO Magazine Respondents

(%)

1 Womens Era 3

2 Femina 213 India Today 34

4 Sports Star 3

5 Film fare 4

6 The Week 13

7 Do not read magazine 22

Total 100

0

5

10

15

20

25

30

35

RESPONDENTS

Women's Era

Femina

India Today

Sport's Star

Fimfare

The Week

Do not read

Magazine

.

INTERPRETATION:Of the total respondents 34% find out from India Today followed by Femina with 21%.Third comes The Week with 13%, Fimfare has 4% & Sports Star and Womens Era have3% each. The rest 22% do not read Magazines.

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11.Are the hoardings of Jolly Clothing Co attractive?

SL.NO Sources Respondents (%)

1 Yes 60

2 No 40

Total 100

0

10

20

30

40

50

60

RESPONDENTS PERCENTAGE

Yes

No

INTERPRETATION:Out of 100% people the majority that constitutes 60% have said the hoardings appeal tothem while the rest that is 40% dont find the hoardings attractive.

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12. What are the different aspects in the advertisements of Jolly Clothing Co which

appeal you the most?

SL NO. Appealing Features Respondents

(%)

1 Creativity 30

2 Clothes 12

3 Models 50

4 Presentation 2

5 Fashion 3

6 Nothing 3

Total 100

0

5

10

15

20

25

30

35

40

45

50

RESPONDENTS

CREATIVITY

CLOTHES

MODELS

PRESENTATION

FASHIONNOTHING

INTERPRETATION:Models top among the appealing features in the advertisement with 50% of theresponders voting for them, Where as the clothes worn by the model come with 12% of

the responders voting for them. Creativity comes up with 30% & fashion comes with 3%of the responders voting for it. Last comes the presentation with 2% of the respondersvoting for them.

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CHAPTER 5

FINDINGS & SUGGESTIONS

& CONCLUSION.

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FINDINGS:

Majority of the sources from where the customers get to know about theproduct are family (71%), followed buy other sources (9%) and also friends(6%) and media (2%).

Of the total respondents most of them are not happy with the product asonly (26%) are highly satisfied with the product, (21 %) are satisfied, (34%)are moderate, while (16 %) are dissatisfied and (3 %) are highly dissatisfied.

According to the data it is found out that the majority (20%) of theconsumers purchase other products while (80%) of the consumers stick to

Jolly.

Most of the consumers are satisfied with the quality offered by thecompany.

Majority of the consumers reveled the Jolly Co. followed the fashion trendsin the market.

It can be reveled that the (65%) consumers were satisfied with the timespent by the salesmen during the selling process.

It shows that (30%) of the consumers found the salesmen were not wellequipped with knowledge about the product while the remaining left (70%)found them knowledgeable.

The lowest number of customers (40%) would not recommend Jolly toothers as reveled by the study

The study shows that many people (60%) are brand conscious these days.

The customers make their maximum purchase from Jolly on a monthlybasis.

According to the study (70%) of the consumers find the prices affordable.

Most of the customers (60%) are attracted and satisfied by the packing ofthe products.

The study revels that there is enough of variety in the products provided byJolly Co.

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It is found that the products are easily available in the market.

(71%) of the people get to know about the advertisements Jolly throughTimes of India followed by Ht Live (12%) & third comes Punjab Kesariwhich constitutes 6% of the & then comes Dainik Jaagran (2%) & The

Ludhiana Times (1%).

Of the total respondents 34% find out from India Today followed by Feminawith 21%. Third comes The Week with 13%, Fimfare has 4% & SportsStar and Womens Era have 3% each. The rest 22% do not read Magazines.

Out of 100% people (60%) say Yes and (40%) say No.

Models top among the appealing features in the advertisement with 50% of

the responders voting for them, Whereas the clothes worn by the modelcome with 12% of the responders voting for them. Creativity comes up with30% & fashion comes with 3% of the responders voting for it. Last comesthe presentation with 2% of the responders voting for them.

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SUGGESTIONS:

The study conducted for analysis for analyzing the effectiveness of JOLLYadvertisements & the purchase behavior & wardrobe composition of customers. Majorityrevealed the drawbacks.They need to improve on many areas like:

A lot more variety in clothes is required.

The company should make sure that the products are made easily available in the

market.

Proper measures should be taken in order to increase the quality of the product.

Attractive offers and schemes should be given to the consumers so that theypurchase the product more frequently.

Effective steps should be taken to make the brand JOLLY more popular.

The packing should be made more flashy and attractive.

Effective measures should be adopted to create more awareness among theconsumers.

The salesmen should be given proper knowledge regarding the products.

The company should give customers what they want, the way they want it inorder to turn them into satisfied customers.

The company should give advertisements in more number of journals, magazinesand newspapers.

The company should pay proper emphasis on making the advertisements andhoarding more attractive.

The company should pay emphasis in making the advertisements effective andattractive in all manners and covering all aspects.

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CONCLUSION:

The survey entitled on The advertising effectiveness of Jolly Clothing Co & also thepurchase behavior of the consumers in context of analyzing the effectiveness ofadvertisements & their influence on purchase behavior of consumers revealed therespondents awareness levels & also the short comings and the need to change / improve.

Though JOLLY has done its best to bring out the most effective advertisements,still people are not aware of these advertisements. In order to reach out to all people,JOLLY CLOTHING has to take up aggressive advertising and marketing techniques &also effective promotional schemes.

The brand JOLLY has to be made popular among the target group of customers.With the major changes / improvements & higher awareness levels, JOLLY can

be a popular brand among the consumers.Thus it is hoped that the study has brought out useful information for the

organization and is taken in to account in the process of betterment of the marketing &promotional activities.

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BIBLIOGRAPHY:

BOOK TITLE AUTHOR PUBLISHER YEAR

MarketingManagement

Philip Kotler Prentice Hall of India PVT .Ltd

2009

MarketingManagement

C.N. Sontakki. Kalyani Publishers 2009

MarketingManagement

V.S. RamaswamyS. Namakumari

Macmillan IndiaLimited.

2009

Search engine:

www.googleindia.com:- Garment industry in India

http://www.indiangarmentexporters.com/

Jolly Clothing Company :-a) Records .b) Journals .

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ANNEXURES

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QUESTIONNAIRE:

I Ridhima Plah , student of GGDSD College BBA 3 , is conducting a survey on the

advertising effectiveness of JOLLY CLOTHING CO & the purchase behavior of

the consumers. So please take a few minutes and give your response to the questions

below.

* Personal details *

a. Name - b. Age -

c. Gender

d. Income

10000-20000

20000-40000

40000-60000

60000 and more

1) What are the sources from where you usually find out about the products of

Jolly?

a. Family Members

b. Friendsc. Media

d. Relatives

e. Others

2) Are you satisfied with the products offered by Jolly Co.?

a. Highly Satisfied

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b. Satisfied

c. Moderate

d. Highly Dissatisfied

e. Dissatisfied

3) Have you tried out any other product other than Jollys product?a. Yes

b. No

4) If yes, mention which other products you have used?

a. Weekender

b. Nike

c. Monty Carlod. Arrow

e. Dxi

5) Are you satisfied with the quality standard of the products offered by Jolly Co?

a. Highly Satisfied

b. Satisfied

c. Moderate

d. Highly Dissatisfied

e. Dissatisfied

6) Do the salesmen spend enough time with you during the selling process of the

product?

a. Yes

b. No

7) Are the salesperson equipped with proper knowledge regarding the product?

a. Yes

b. No

8) Would you recommend Jolly to others?

a. Yes

b. No

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9) Are you brand conscious?

a. Yes

b. No

10) How often do you purchase products from Jolly?

a. Weekly

b. Monthly

c. Quarterly

d. Annually

11) Are you satisfied by the prices of Jolly Co?a. Yes

b. No

12) Are you satisfied with the packing of the products offered by Jolly Co?

a. Yes

b. No

13) Is there a lot of variety in the products offered by Jolly Clothing Co?

a. Yes

b. No

14) Are you satisfied with the availability of the products in the market offered by

Jolly Clothing Co?

a. Yesb. No

15) Does Jolly Co. follows proper fashion trends prevailing in the market?

a. Yes

b. No

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16) What are the various newspapers where you usually find out about the

advertisements of Jolly Clothing Co?

a. Times of India

b. Punjab Kesari

c. HT Lived. Dainik Jaagran

e. Ludhiana Times

f. Do not read news papers

17) What are the different magazines where you often find out about the

advertisements of Jolly Clothing Co?a. Womens era

b. Femina

c. India Today

d. Sports Star

e. Filmfare

d. The Week

e. Do not read magazines

18) Are the hoardings of Jolly Clothing Co attractive?a. Yesb. No

19) What are the different aspects in the advertisements of Jolly Clothing Co which

appeal you the most?a. Creativity

b. Clothes

c. Models

d. Presentation

e. Fashion

f. Nothing

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