Fibers, Yarns & Threads Industry Overview.

An Introduction
Fibers, Yarns & Threads analysis is an essential activity for the whole fiber
and yarn industry as they are important component of textile industry. As per the fiber
report, the trends favor man made fibers, yarns and threads. They have grown
considerably in the recent years which has resulted in significant increase in their
production and consumption. However, this rise is due to increased consumption
in China which sustains global demand. But demands in fiber industry of other
developed countries have decreased due to restructuring of their textile industry.

Global Trends in Fiber, Yarns and Threads - Production and

Consumption.

The output of man made fiber had increased in Asia by 11.9%. The
consumption of wool and cotton has also increased here by 2.5%. A decline was seen
in Europe and Americas at nearly 4.5% each. The growth in today's booming markets
is predicted to be restricted by energy and raw material shortages.

Fiber trends have been favorable to man made fiber output of China,
which increased by 17.4% in 2007. India's output of raw materials for cotton and man
made fibers also increased in the same period. The production of spun yarns,
cellulosic and synthetic fibers also increased in India. Other countries like Egypt,
Thailand and Vietnam are continuously gaining importance. Other high potential
nations like Cambodia, Indonesia and Uzbekistan are waiting for investments to tap
their full potential.

For the period until 2020, an additional demand of 30 million tonnes of fibers,
yarns and threads is forecast, raising the annual per capita consumption from 10.9 kg
to 13.5 kg by 2020. Man made fiber will keep on gaining importance
and Polyester will continue to dominate due to its favorable cost benefit ratio.

18
Fibers, Yarns & Threads : The Worldwide Trends

The Growth trend of fiber is not even and is increasingly shifting towards
developing economies particularly the Asian countries. Investors, particularly all the
companies including fiber companies, yarn companies and thread industry, are
installing new machinery in lower cost regions. In developed and newly industrialized
countries, the spinners are facing increasing competition from filament yarns and non-
wovens too. In spite of all these, many developed economies like Italy are still
competitive and have a flourished spinning industry defeating its high labor costs. It is
the result of practices adopted by the fiber and yarn industries, like economy
exercised while production, state-of-the-art technology for minimizing labor cost,
electronic monitoring system for improving productivity, speed, quality and
flexibility, innovations in designs and fibers etc.

The yarn analysis too shows that the abolition of quotas has presented new
challenges in front of the yarn manufacturers. As a result of the above trends, the yarn
companies in developed economies will be forced to move closer to centres of textile
and apparel production so that they may offer quick response to changing demands
and may also lower prices to remain competitive.

INTRODUCTION

18
 Garden Vareli group of companies, one of the leading industrial groups in
India, plays a leading role in the field of fashion fabrics. With annual sales
exceeding U.S $ 90 million, they sell their products under a single banner of
quality Garden.

Garden Silk Mills Ltd. is one of the leading & oldest manufactures of
synthetic in India. Garden Silk Mills Ltd. has been exporting their products to
European markets since late 1970s. The company has made vertical & horizontal
integration from its establishment.

The company has three production plants: one at Village Vareli, near
Kadodara junction, N.H.No.8, the second at Village Jolva, near Bardoli, and
another at Garden Mills Complex, Sahara Gate, Surat. Today the company has
total 293 its own retail and authorized outlets all over India.

The company has achieved a very good brand name in Indian &
International Market of Sarees & Dress Materials.

The company has achieved sales during financial year 1997-1998 of Rs.58,
871.04 lacs. & Rs. 133160.83 lacs. during 2008-2009.

HISTORY OF THE COMPANY:-

18
 The origins of the business go back to 1920 when Mr.Amichand Shah
installed the first Chatterley looms in Surat. Since 1920 the company expanded not
only by increasing the production capacity and workforce of the business but also
by pioneering new material and processes.

The present Chairman and Managing Director of Garden Silk Mills Ltd., Mr.
Praful Shah is the youngest son of Mr. Amichand Shah. Mr. Praful Shah taken
qualification in USA in 1965 after which he joined the company, up to that date
Garden Silk Mills Ltd. had activities of the Company to include processing cloth
by introducing dying, printing and finishing processes. As a result of this, the
company was able to supply finished textiles for the first time.

In the 1970s, the company recruited fine arts graduates from leading
institutions. An art studio was set up. The company started introducing its own
design and supplying these designs to the market. Prior to this, the designs
produced had been a function of consumer demand and from this manufacturer.
This was the first step in building a vertically integrated synthetic textile
manufacturer and designer.

In 1980, the company developed a new site, Vareli, some 12 kilometers

away from Surat. This has become the main manufacturing plant and investment of
more than Rs.2.0 billion has been made. Most of this expenditure has been targeted
at the expansion and modernization of plant and equipment, particularly in the
weaving and yarn preparatory sections. As a result, the Company today has one of
the most modern and sophisticated textile plants in India.

In 1995 the company had decided to further its policy of vertical

integration by setting up a new plant, also near Surat, from which, manufacturing of
polyester filament yarn, one of its principal raw-materials, from polyester chips, is
going on. This plant had become on stream at a cost of approximately 655 million
rupees

COMPANY PROFILE

Plants: -

18
 1. Vareli complex,
Village Vareli,
Taluka: Palsana,
Dist. Surat 394 327
Tel: - (02622) 271241 47
2. Village Jolwa,
Taluka: -Palsana,
Dist. Surat 394 305
Tel: (02622) 271287-89

Registered Office: -
Sahara Gate,
Surat-395 010.
Tel: (0261)2311197-98, 2311615
Fax :( 0261)2311029/502
Email: [email protected]

Corporate office: -
Manek Mahal,
90, Veer Nariman Road,
Church gate,
Mumbai-400 020
Tel: (022) 2287 3117-19
Fax: (022) 2204 8112

Registered & transfer agent: -

Karvy Computershare Private Limited
Plot No.17 to 24, Vittalrao Nagar,

18
Madhapur, Hyderabad-500 081
Tel No.040-23420815 to 24
Fax No. .040-23420814
E-mail: [email protected]
Http:/ www.karvy.com

Bankers: -
1. Bank of Baroda
2. Allahabad Bank
3. State Bank of Saurastra
4. Bank of India
5. State bank of Patiala
6. Corporation Bank
7. Union bank of India
8. Indian bank
9. Landesbank Baden - Wurttemberg

Board of Directors:-
Praful A. Shah
(Chairman & Managing Director)
Alok P.Shah
(Joint Managing Director)

SIGNIFICANCE OF THE STUDY: -

The company can know about the awareness of Garden silk mills POY

18
 In Surat.

The consumer behavior plays a vital role in the success of the company. In many
cases the companies fail due to lack of knowing consumer behavior, so this leads to the
study of the consumer behavior. This study was mainly entitled to understand how the
consumer behavior works in the organization and what is the contribution to the success
of the company. This research basically concentrates on the factors, which have
influence on good consumer behavior, and how to bring awareness in the company

MARKETING SYSTEM AN OVERVIEW

18
 Gardens impressive marketing network encompasses 68 Dealers, 25
Company-owned Depots and 293 Retail outlets in over 65 cities of India. Garden
fabrics are exported to a host of countries including the U.K., France, Spain, Portugal,
Greece, the Middle East and Gulf countries, USA, Australia, Singapore, Thailand,
Hong Kong, Mauritius, South Africa and Brazil.

PRODUCTS AND PRODUCTION PROCESS:-

Every company requires some sort of planning for their product. Plants are to
be taken into consideration of product. The buyer purchases that product when it is
demand of their product. It helps to know about the market and consumers whom they
have to deal with.
The Garden Silk Mills have so many varieties of products. The products produced by
them do not require much of a planning. The products produced by them are dyed
printed synthetic, textile fabrics, caption fabrics and Grey cloth prepared yarns.
Readymade garments and textile machinery.

ORGANISATIONAL STRUCTURE

18
 CHIEF EXECUTIVE

MARKETING MANAGER

EXECUTIVE

GENERAL STAFF

MARKETING PROCESS

Preparatory Process
YARN

WARPING BEAMS & WELF Weaving

PACKAGE

GRAY FABRIC
Processing (Dyeing & Printing)

FINISHED Dispatch Center

FABRIC

MARKETING SET
UP.

18
 CONCEPT OF CONSUMER BUYING BEHAVIOR

The main aim of marketing is meet and satisfy target consumers need and
wants buyer behaviour refers to the peoples or organization conduct activities and
together with the impact of various influences on them towards making decision on
purchase of product and service in a market. The field of consumer behaviour studies
how individuals, groups and organizations select, buy, use and dispose of goods,
service, ideas, or experience to satisfy their needs and desires understanding consumer
behaviour and knowing consumer are never simple. The wealth of products and
service produced in a country make our economy strong. A behaviour of human being
during the purchase is being termed as "Buyer behaviour". Consumer says one thing
but do another. They may not be in touch with their deeper motivations. They are
responding to influences that change their mind at the last minute. A buyer makes take
a decision whether save or spend the money.

DEFINITION OF BUYER BEHAVIOUR:

Buyer behaviour is defined as "all psychological. Social and physical

behaviours of potential consumers as they become aware of evaluate, purchase,
consume and tell others about products & service."

18
 MODEL OF BUYING BEHAVIOR

Buyers
Marketing Characteristic Buyers Buyers
stimuliOther Decision processCultural decision
stimuliProduct Social Product
Price Personal choice
Place Psychological Brand choice
Promotion Economic Problem
Dealer
Technological choice
Recognition
Political Timing
Information search
Cultural Purchase
Evaluation of alternatives
Purchase decision

The wealth of product and services produced in a country make our economy
strong. Almost all the products, wish are available to buyers, have a number of
alternatives supplies that is substitute products are available to consumers, who make
a decision to buy a product. Therefore, a seller most of his time seeks buyers and tries
to please them.

18
 FACTOR AFFECTING BUYING BEHAVIOR

1. Cultural Factors.
a. Culture: Culture is the most fundamental
determinant of a person wants and behaviour. The growing child acquires a
set of values, perception, preference and behaviours through his/her family
and other key institution.
b. Sub-Culture: Each culture consists of
smaller subculture that provides more specific identification and socialism
for its members. Subculture includes nationalities, religion and
geographical regions. Many sub-cultures makes up important market
segments and marketers often design products and marketing programs
tailored to their needs.
c. Social Class: Social classes do not reflect
income alone but also other indicators such as occupation, education and
areas of residence. Social classes differ in their dress speech, patterns
recreational tailored to their needs.

2. Social Factors:
a. Reference Group: People are influence by their
reference groups frequently. Reference group expose an individual to
know behave lifestyle and ours. They also influence the persons attitude.
There self- concept and they create peoples.
b. Family: The family is the most important
consumer buying organization in society and it has been researched
extensively. Family members, constitutes the most influential, primary
reference group. We can distinguish between two families in the buyer
behaviour. The family of orientation consists of ones parents and sub
links. From parents a person acquires an orientation towards religion,
politics and economics and sense of personal ambition. Self worth and

18
 love. A more direct influence on every day buying behaviour is ones
family of procreation namely ones spouse and children.
c. Role and Status: A person participates in many
groups throughout life, family, club, and organization. The persons
position in each group can be defined in terms of roles and status.

3. Personal Factors:

a. Age and Life Cycle: People buy different goods

and services over their lifetime. They eat baby food in the earlier most
foods in the growing and mature year and special diet in the later years.
Peoples taste in cloth, furniture and recreation is also age related.

b. Occupation: A persons occupation also

influences his/her consumption pattern. A blue colour worker will buy
work cloth, work shoes and lunch box. A company president will buy work
expensive suit, air travel, and country club membership. A marketer trips
to identify occupational group that have above interest in their product and
the service. Thus computer software companies will design different
computer software for brand manager, engineer, lawyer and physician.

c. Lifestyle: People coming from the same sub

culture, social class and occupation may lead quite different life styles. A
persons life style is the persons patterns of living in the world as in the
persons activities, interests and opinions.

18
4. Psychological Factors:

a. Motivation: A person has

many needs at any given time some need are biogenic. They arise from
psychological status of tension such as hunger, thirst, discomfort, other
need are psychological needs. A motive is a need that is sufficiently
pressing to drive the person to act satisfying the need reduce the felt
tension.

b. Learning: Where, people

act they learn. Learning involves changes in an individuals behaviour
arising from most humans produce through the interplay of drives response
and reinforcement demand for a product by associating it with strong
drives, using motivating and providing positive reinforcement.

c. Beliefs and Attitude:

through during learning people acquire belief and attitudes. This in terms
influences their buying behaviours. A belief is a descriptive though that a
person hold about something. This belief may be based on knowledge,
opinion or faith. They may or may not carry on emotional charge.
An attitude is a persons evaluation, emotional, feelings and
action towards some object or idea. People have attitude towards almost
everything, religion, politics, cloth, music and so on. Attitude put them into
a frame of mind of linking or disliking an object moving towards or away
from it.

18
18
MODEL OF CONSUMER BUYING PROCESS

18
 1. Reorganization of unsatisfied need: When a person has an unsatisfied need,
the buying process begins to satisfy the nature of high wants indicates the
speed with which a person moves to fulfil the unsatisfied wants which is of
high pressing need on the basis of need and its urgency from the order of
priority. Marketers should finish the information of selling points.

2. Identification of Alternatives: Different alternatives are available in market.

The consumer knows about the brand of product. This gives maximum
satisfaction. There are many sources, friends, neighbour, etc. and marketer,
salesmen, advertising display, sales, promotion, newspaper, television etc.

3. Evaluation of Alternatives: This is a critical stage especially with regard to

costly items. Consumers have different views on different alternatives. The
attributes, tests, colours, price, durability, etc have different preferences. All
the details of the attributes ate provided by the marketers on the basis of the
number of alternatives.

4. Purchase Decision: By considering the likes and dislikes of alternatives, one

is about to take a decision as to buy or not to buy one will consider with
reference to product, type, price, quality, etc. A seller can facilitate such
consumers to understand the product through the product through
advertisement.
Post Purchase Behaviour: Feedback information is important as far as seller is
concerned. A brand preference naturally repeats sales to a marketer. A satisfied buyer
is a silent advertisement. If the purchase brand fails to give the expected satisfaction
to buyer, it affects the sales negatively. A satisfying experience of buyer tends to
strength the brand preference.

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 WHAT IS RESEARCH?

A systematic research for an answer to a question or a solution to a problem is

called research.
Research simply means a search for a facts-answer to question & solution to
the problem.
It is a purposive investigation.
It is an organized inquiry.
It seeks to find explanation to unexplained phenomenon, to clarify the
doubtful proposition & to correct the misconceived facts.

The process of systematically obtaining accurate answer to significant& pertinent

question by the use of scientific method of gathering & interpreting information.

-----------CLOVER & BALSLEY.

What is Marketing Research?

Marketing research is the systematic design,

Collection, analysis & reporting of data & findings relevant to a specific marketing
situation facing the company.

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 RESEARCH DESIGN

A research design is the framework or plan for a study that guides

the collection & analysis of data. It is a blue print for conducting research or
completing the research study. It is that framework which keeps the research study
relevant to the research problem.

Research design is the plan, structure & strategy of investigation

concerned so as to obtain answers to research questions

-------------Prof.F.N.KERLINGER

18
 TYPES OF MARKETING RESEARCH/RESEARCH DESIGN:

RESEARCH DESIGN

A) Exploratory Research Design

B) Descriptive Research Design
C) Causal Research Design

A) Exploratory Research Design:-

Exploratory research is often conducted because a problem
has not been clearly defined as yet, or its real scope is as yet unclear. It allows the
researcher to familiarize him or herself with the problem or concept to be studied, &
perhaps generates hypothesis to be tested.
Hence, it is known as Formulative Research.

B) Descriptive Research Design:-

Descriptive Research is a fact-finding investigation. It is more
specific than an exploratory study as it has focus on particular aspect or dimension for
formulating more sophisticated studies. It is also called conclusive research because it
is used to help the decision maker in determining, evaluating & selecting best course
of action.
In descriptive research I used survey method for analyzing
the thing.

18
 C) Causal Research Design:-

A name implies causal design determines cause-effect

relationships between variables. Here independent variables are the cause &
dependent variables are the effect. Causal relation can be described in terms of
correlation, regression & coefficient.

In this project I have used descriptive research because it is

concerned with measuring & estimating the frequencies with which things occur or
the degree of correlation or associating between various variables. It has been seen
that market size, market structure & the behavior & attitude of consumers in the
market place.

18
 SAMPLE DESIGN

Sampling:-
Sampling is process of selecting a segment from the population to obtain
information ascertainable reliability about the population.
Sample area: - Surat city
Sampling element: - Garden Silk Mills POY
Sampling method:-
It indicates how the sample units are selected. There are two types of
sampling method:
1) Probability sampling method
2) Non-Probability sampling method.
In this research we have used convince method of probability
sampling because the questionnaire will be filled up by the respondents who will be
selected randomly without any bias.

Sampling unit:-
A sampling unit is the basic unit containing the elements of the
population. It may be the element itself or a unit in which the element is contained.
Here our sampling unit is 100.

Source of data:-
There are mainly two sources of collecting data Primary Data & Secondary Data.
Primary Data: -
From managers, expert opinion, Questionnaire, Competitors
interview, etc.

Secondary Data: -
From staff annual report, Internet, magazine & annual Report
of the company etc.

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 OBJECTIVES OF STUDY:-

1. To know about the consumer buying behaviour of the Garden silk mills POY
Surat
2. To study the future influences on purchase decision of Garden silk mills POY,
Surat.
3. To study the consumer perceptions and their brand image of Garden silk mills
POY.

SCOPE OF STUDY:-

The Main scope of the study Surat is a big market of textile & P.O.Y.
Identify changes in the existing market
Build up a knowledge bank
Improve market awareness & opportunities
Reduce risk and uncertainty
Support marketing mix decisions
Support marketing planning and controls
Improve understanding of marketing
Solve ad-hoc problems

LIMITATIONS OF STUDY

The duration of time i.e. Six week is not enough for study.
Company only allowed 2-3 year past data so study may be
Inadequate.
Some consumers are not ready to give response of questionnaire
As a student it is very expensive for us to do research & survey.

Table 1: purchasing tendency of POY

18
Criteria Respondents % of Respondents
Garden 30 30
Reliance 30 30
Indo-Rama 10 10
JBF 5 5
Modern 5 5
Rajashree 3 3
Gupta 8 8
Nova 6 6
Other 3 3
Total 100 100

Interpretations: from the above Graph, Highest 30% of respondents are purchased
Gardens POY and 30% are purchased Reliances POY. Respectively and remaining
3% respondents are used other companys POY.

[Note: Above chart shows that 30 respondents are purchased POY of garden silk
mills. So, we will consider responses of 30 respondents for further survey.]

Table 2: purchasing quantity of POY (in ton)

Quantity No. of Respondents Percentage

18
0-200 2 7%
200-500 3 10%
500-1000 15 50%
1000-1500 3 10%
1500-2000 5 17%
Above 2000 2 7%
Total 30 100%

Interpretations: From the above Graph, Highest 50% of respondents are

purchased 500 to 1500 ton POY per annum. 10% respondents are purchased 1000 to
1500 ton POY per annum and 7% are above 2000 ton and remaining 33% are below
500 ton.

Table 3: source of advertising

Sources No. of Respondents Percentage

Magazines 1 3%
News Paper 2 7%
Competitor 10 30% 18
Companys Dealer 15 50%
others 3 10%
Total 30 100%
Interpretations: From the above Graph, Highest 50% of respond ents are know
about Garden Silk Mills from the Companys dealer, and while the 3%, 7%, 30%,
10% respondents are know about Garden Silk Mills from the Magazines, Newspaper,
Competitors and other sources Respectively.

Table 4: Criteria while purchasing POY

Criteria No. of Respondents Percentage

18
Quality 10 33%
Price 5 17%
Payment Term 5 17%
Brand Image 5 17%
Availability 2 7%
Service 2 7%
Other 1 2%
Total 30 100

Interpretations: from the above Graph, 33% of the respondents are considered a
Quality & Price while purchasing a POY, 17% of the respondents are considered a
price while purchasing a POY and Remaining 17%, 17%, 7%, 7% are considered a
Payment term, Brand Image, Service, other respectively.

Table 5: price rank given by respondents

18
company Reliance Garden Indo- Gupta Nova Jbf Modern
rama
Price 1 2 5 3 4 6 7
Rank

Interpretations: from the above data almost most of the respondents given rank as
follows:
Reliance-1, Garden-2, Gupta-3, Nova-4, Indo-rama-5 and respectively

18
Table 6: Quality of Garden Silk Mills POY

Table 6.1: Physical Strength

Quality of Garden Silk Mills POY is

Very Good Good Fair Poor Very Poor Total
Physical Strength 7 11 6 3 3 30
Packing 12 13 3 2 0 30
Luster of Products 9 17 3 1 0 30
Overall 10 14 4 1 1 30
Physical Strength No. of Respondents Respondents (in %)
Very Good 7 23%
Good 11 37%
Fair 6 20%
Poor 3 10%
Very Poor 3 10%
Total 30 100%

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Interpretations: - from the above Graph, 37% of the respondents are said that
Physical Strength of gardens POY is good, 23% said very good and 1% said Vary
Good. While 20% said Physical Strength of Gardens POY is fair and 10%
respondents are said Vary Poor.
Table 6.2: Packing

Packing No. of Respondent Respondents (in %)

Very Good 12 40%
Good 13 43%
Fair 3 10%
Poor 2 7%
Very Poor 0 0%
Total 30 100%

Interpretations: from the above Graph, 43% of the respondents are said that
Packing of gardens POY is Good, 40% said Vary good. While 10% respondents are
said Packing of Gardens POY is Fair and 7% respondents are said Poor and there is
no any single respondents of very poor.

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Table 6.3: Luster of POY
Luster of Products No. of Repondents Respondents (in %)
Very Good 9 30%
Good 17 57%
Fair 3 10%
Poor 1 3%
Very Poor 0 0%
Total 30 100%

Interpretations :- from the above Graph, 57% of the respondents are said that Luster
of gardens POY is Good, 30% said Vary good. While 10% respondents are said
Luster of Gardens POY is Fair and 3% respondents are said Poor.

18
Table 7: service level

(Response of Complains & Co-operation of Dealer regarding product

information & Quarries)

Service No. of Respondents Percentage

Very Good 10 33%
Good 8 27%
Fair 9 30%
Poor 1 3%
Very Poor 2 7%
Total 30 100%

Interpretations: from the above Graph, 33% of the respondents are said that
Service of gardens POY is Very Good, 30% said Fair. While 27% respondents are
said Service of Gardens POY is Good and 3% respondents are said Poor and
remaining 7% said Vary Poor.

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Table 8: Advertises influences
Advertisement No. of respondents % of Respondents
T. V. 2 7%
Magazines 2 7%
Hoardings 0%
Newspapers 8 27%
Catalogues 15 50%
Posters 3 10%
Total 30 100%

Interpretation: The above table interprets 50% of catalogues, as 27% by

newspaper, as 10% by posters, as 7 % by magazines, as 8% by catalogues, and 7 % by
TV.

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Table 9: Brand image of Garden silk mills POY

Brand image No. of Respondents Percentage

Very Good 7 24%
Good 9 30%
Satisfactory 10 33%
Poor 4 13%
Total 30 100%

Interpretations: from the above data, 33% respondents said brand image of
company is satisfactory and 13% said it is poor and 23%, 30% said very good and
good respectively.

18
Table 10: future purchasing tendency of POY

Answer No. of Respondents Percentage

Yes 17 57%
No 13 43%
Total 30 100%

Interpretations: from the above data, 57% respondents said we will purchase the
POY of Garden silk mill Ltd and rest of them given negative response.

18
 FINDINGS

Highest respondents purchased Gardens POY and Reliances POY and

remaining respondents used other companys POY.
Highest respondents purchased 500 to 1500 ton POY per annum.
Highest respondents know about Garden Silk Mills from the Companys
dealer, and while other respondents know about Garden Silk Mills from
the Magazines, Newspaper, Competitors and other sources Respectively
Highest respondents considered a Quality & Price while purchasing a
POY, while other respondents considered a Price, Payment term, Brand
Image, Service, other respectively.
From the project report it is found that price rank given by respondents as
follows: Reliance, Garden, Gupta, Nova, and Indo-rama and respectively.
Highest respondents said physical strength of garden silk mills POY is
good. it is found that complaints regarding physical strength of garden silk
mills POY is very low.
Highest respondents said that Packing of gardens POY is good; there were
no any single respondents of very poor.
Highest respondents said that Luster of gardens POY is Good, 30% said
Vary good. So we can say that overall luster of garden silk mills POY is
good.
It was found that average respondents said that service provided by garden
silk mill is good.
It was found that most respondents come through catalogue.
Most respondents said brand image of company is satisfactory.

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 CONCLUSION

The company can know about the awareness of Garden silk mills POY in Surat.
The company can know the image of its in the mind of consumers.
The company can know competitors price of POY and various services
provided by them.
The company can know the quality of POY of various companies.
The company can know the service level of it which is provided to their
consumers.

RECOMONDATION

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 To capture and increase the overall selling of Garden silk mills POY, a company
should give advertise through TV, magazines and news paper.

A company should more focus on price more than quality because price of
Reliance is also so high and it is given more Quality full POY than Garden.

A company should to improve a Physical Strength of POY and Innovation in

Packing, Packing material & Luster of Products.

A company should to focus on service i.e. Response of Complains & Co-operation

of Dealer regarding product information & Quarries

Last year a companys Image in market is down because of certain reason so a

company should improve its Image in market by providing social & welfare
activities.

18
 BIBLIOGRAPHY

BOOKS
1. Philip Kotler [ Marketing Management, 3th edition( A south Asian perspective)
2. PROF.F.N.KERLINGER

WEBSITES
1. www.gardenvareli.com
2. www.fibre2fashion.com
3. http://info.shine.com/company/Garden-Silk-Mills-Limited/986.aspx

4. http://www.source2update.com/Company-Profile/Garden-Silk-Mills-
GARSIL.html

5. http://www.teonline.com/fibers-yarns-threads/industry-overview.html

QUESTIONNAIRE

18
 CUSTOMER BUYING BEHAVIOUR
OF GARDEN SILK MILLS POY IN SURAT.

I am studying T.Y.B.B.A. from Vivekanand college of Business Administration. I

am conducting a survey to Customer Buying Behaviour. I am requesting you to fill up
this questioner. I am ensuring that details given by you will be used for academic purpose
only. This information should not be disclosing anywhere.

Name;-
Address;-

Contact no;-

1) Which companys POY do you purchase?

Garden Rajshree Reliance Gupta
Indo-Rama Nova JBF Other

2) How much quantity of yarn do you purchase per annum? (In ton)
0-200 200-500 500-1000
1000-1500 1500-2000 Above 2000

3) From which sources did you come to know about Garden silk mills POY?

Magazines Companys Dealer News paper

Other Competitors

4) Which Criteria do you consider while purchasing POY?

Quality Availability Price Service

Payment Term Other Brand Image.

5) How do you rate the following companys price of POY?

Quality Price Payment term Brand image Availability Service

Reliance
Garden
Indo-rama

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 Gupta
Nova
jbf
Modern

6) Quality of Garden Silk Mills POY is?

Very Good Good Fair Poor Very Poor
Physical Strength
Packing
Luster of Products
Overall

7) What do you think about the services provided by Garden silk milk Ltd?
(Response of Complains & Co-operation of Dealer regarding product information
& Quarries)
Very good Poor Good
Very poor Median

8) What type of advertising influences your buying decision?

T. V. Magazine Hoardings
Newspaper Catalogue Posters

9) How do you feel about the brand image of Garden silk mills POY?
Very good Satisfactory
Good Poor

10) In future would you like to purchase a Gardens POY?

Yes No

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