Vivekanand Shikshan Sanstha’s

Vivekanand Institute of Advanced Studies in Management Science &

Communications, Aurangabad
Project Report On
To Study Consumer Behaviour in Raymond Shop
Submitted to
DR.BABASAHEB AMBEDKAR MARATHWADA UNIVERSITY,
AURANGABAD
Project Guide

Vaibhav Tayde

Submitted By
Naitik Rajesh Nahar

BBA – 3rd Year (6th Semester)

For the Academic year 2022-23

 Vivekanand Shikshan Sanstha’s

Vivekanand Institute of Advanced Studies in Management Science

& Communications, Aurangabad

CERTIFICATE

This is to certify that the project report entitled Marketing Title Here is submitted by Naitik

Rajesh Nahar. As per the requirement of Dr. Babasaheb Ambedkar Marathwada

University ,in Partial fulfillment of Bachelor of Business Administration (6thSemester ) For

academic Year 2022-23 .

Project Guide Course Coordinator

Vaibhav Tayde Dr.Gopal Balloj Dr. Ashok Gaikwad

 ACKNOWLEDGEMENT

I would like to express my immense gratitude towards this institution, Vivekanand Institute of
Advanced Studies in Management Science & Communications, Aurangabad, which created a
great platform to attain profound technical skills in the field of BBA, thereby fulfilling our most
cherished goal.

I would thank to Mr. Sheetal Jain for , Raymond Shop , Aurangabad for guiding and
helping me in Successful completion of the project.

I sincerely express my gratitude to the HOD, Dr. Ashok Gaikwad for his inspiration and
Timely support in successful completion of my project work.

I am very much thankful to our course coordinator Dr. Gopal Balloj and my Project Guide
Vaibhav Tayde for extending their valuable guidance and cooperation in completing this inplant project
Report.

Last but not least, I would like to convey my thanks to my loved parent , Friends and my

Faculties who helped me directly or indirectly In completing this project successfully.

Naitik Rajesh Nahar

 DECLARATION

I hereby declare that the project entitled submitted on Consumer Behavior on Demography of
Raymond , in partial fulfillmentof the requirements for award of the degree of BBA, at Vivekanand
Institute of Advanced Studiesin Management Science & Communications, Aurangabad, is
anAuthentic work and has not been submitted to any other university / Institute, For award of any
degree / diploma.

Place:

Date : Naitik Rajesh Nahar

 INDEX

Sr. CONTENTS PAGE

No NO
1 Introduction 01

2 Organization Profile 03

3 Objectives of the study 11

4 Scope & Limitation 13

5 Research Methodology 15

6 Study of Literature 19

7 Data Analysis and Interpretation 42

8 Findings and Suggestions 52

9 Conclusion 55

10 BIBLIORAPHY 57

ANNEXURE
CHAPTER NO. 1
INTRODUCTION

1
 To Study Consumer Behavior in Raymond Shop!

Consumer Behaviour is a study of when, why, how, and where people do not buy a product. It
blends elements from psychology, sociology, social and anthropology and economics it
attempts to understand the buyer decision making process, both individually and groups. It
studies characteristics of individual Consumer such as demographic and behavioural variables
in an attempt to understand peoples wants. it is also try to assess influences on the consumer
from groups such as family, friends, reference groups, and society in general. A consumer is
the ultimate user of a product or service. The overall consumer market consists of all buyers of
goods and services for personal or family use. The study of consumer helps firms and
organization improve their marketing strategies We are recently watched on report on customer
buying behaviour based on democracy. In this report we are studied how people are marketing.
What they need at the time of marketing. What is the point which influenced customers?

I worked at THE RAYMOND SHOP at BZP Complex, Pishore Road, Kannad

Where the customers select their marketing (selection of clothes)

The age, number of people with
Their marketing expression & body language
Their own dress sense and life
Their interaction with salesman, time duration
Knowledge of product, choice of product, price range, brand, perceive risk

2
 CHAPTER NO. 2
ORGANIZATION PROFILE RAYMOND

3
The Raymond shop in Kannad, was established in 2017. The Raymond Shop in Kannad-
Maharashtra is one of the leading businesses in the Raymond Shop. Also known for
Readymade Garment Retailers, Fabric Retailers, Men Readymade Garment Retailers,
Undergarment Retailers, School Uniform Retailers, Blazer Retailers, Khadi Kurta Retailers,
Suit Retailers and much more. Find Address, Contact Number, Reviews & Ratings, Photos,
Maps of The Raymond Shop, Kannad-Maharashtra.

The Raymond Shop in Kannad Aurangabad has a wide range of products and / or services to
cater to the varied requirements of their customers. The staff at this establishment are
courteous and prompt at providing any assistance. They readily answer any queries or
questions that you may have. Pay for the product or service with ease by using any of the
available modes of payment, such as cash, Cash. This establishment is functional from 10:00
- 21:00.

Raymond Ltd is largest integrated manufacturer of fabric in the world based

in Mumbai, Maharashtra. It has over 60% market share in suiting in India. It is also India's
biggest woollen fabric maker. Textile division of the company has a distribution network of
more than 4,000 multi-brand outlets and over 637 exclusive retail shops in the domestic
market itself. Suiting’s are available in India in over 400 towns through 30,000 retailers and
an exclusive chain is present in over 150 cities across India. Its products exports to over 55
countries including US, Canada, Europe, Japan, and the Middle East. It has more than 20,000
design and colours of suiting fabric which makes it one of largest collection of designs and
colours by single company. It was listed as India's most trusted apparel brand by The Brand
Trust Report in 2015.

Vision:
To serve the customer with the best option possible in the market and with various choices,
brands available with The Raymond.

Location:
BZP Complex, Pishore Road, Kannad

Established on:
1st January 2017

Owner: Mr. Lakhan Pareek

Akashdeep NX`s The Raymond Shop, Kannad

4
Product Selling:

Suiting polyester / wool, polyester/viscous All wool, furnishing fabrics

Power consumption: 16 units per day
Water consumption: 30 litters per day

GROUP COMPANIES

The subsidiary companies of Raymond Limited are as follows:

• Raymond Apparel Limited.

Raymond Apparel Ltd. has in its folio some of the most highly regarded apparel brands in India
– Raymond finally crafted Garments, Manzoni, Park Avenue for men & women, ColorPlus for
men & women, Parx, and Zapp! And NottingHill.

• ColorPlus Fashion Ltd.

ColorPlus is among the largest smart casual brands in the premium category. The company
was acquired by Raymond to cater to the growing demand for a high end, casual wear brands
in the country for men and women.

• J. K. Files & Tools

A leading player in the Engineering files and tools segment and the largest producer of steel
files in the world.

• Ring Plus Aqua Ltd.

A leading player in the engineering automotive components.

• J. K. Helene Curtis Ltd.

A leading player in the grooming, accessories, and toiletries category.

• J. K. Investor Trade (India) Ltd.

JKIT is an investment company registered with Reserve Bank of India as Non -Banking
Financial Company.

5
  JOINT VENTURES

• Raymond UCO Denim Pvt. Ltd.

The manufacturers and marketers of denim fabrics.

• Raymond Zambaiti Pvt. Ltd.

A Greenfield facility manufacturing high value cotton shirting.

• Gas Apparel Pvt. Ltd.

Our joint venture with Grotto S. P. A. launched the highly successful ‘GAS’ brand in India.

• J. K. Ansell Ltd.
The manufacturers and marketers of KamaSutra condom and Surgical Gloves.

• J. K. Talabot Ltd.
Our joint venture with MOB Outillage SA, manufacturing files and rasps for international
markets.

RAYMOND BRANDS

 RAYMOND:
For over 80 years, Raymond is counted as one of the world’s premier manufacturers of worsted
suiting fabric in fine grade wool; in the same league as the finest that Europe has to offer.
Today, the Raymond product range includes pure wools, wool blended with exotic fibers like
camel hair, cashmere and angora and innovative blends of wool with polyester, linen and silk.
Offering suiting and trousering fabric for all occasions and needs. Our domestic distribution is
spread far and wide with more than 30,000 outlets that stock and sell our wide range of fabrics.
Fine products, wide range, superb distribution and intelligent advertising support have helped the
company gain a dominant share of the market. No wonder, premium labels from the world’s
fashion capitals prefer Raymond.

6
  MANZONI:

Manzoni is a luxury lifestyle brand offering the discerning customer a super-premiumrange

of formal wear and sportswear including shirts, suits, trousers, jackets, ties and leather
accessories. Our exclusive designs provide customers the best in contemporary international
style and luxury. Each garment is crafted from the most exotic cotton silk, linen and superfine
wool, the best-in-the-world linings, interlinings and threads sourced fromaround the globe.

 PARK AVENUE:

Launched in 1986, Park Avenue is today, India’s most admired formal wear brand. It offers
stylish and innovative wardrobe solutions to gentlemen for all their dressing needs, be it
Business, Evening Leisure, Travel or Heritage Wear. The brand has received several awards.
Recently, it had the honour of being the ‘Most Admired Brand’ at the Lycra Images Fashion
Awards 2007 for the third consecutive year. Crossing the gender divide, Park Avenue launched
‘Park Avenue Woman’ - a complete range of Business Wear for women. ‘Park Avenue
Woman’ is designed especially for the working women professionals of today.

 COLORPLUS:

ColorPlus is one of India’s premium and most respected casual wear brands offering
customers a range of shirts, trousers, knits and survival gear. ColorPlus constantly innovating
the processes and technologies which offering the buyers new world of comfort. Some of the
technological innovations it is well known for include thermo-fused buttons, golf ball wash,
soft jeans, wrinkle free technology, stain-free fabric and the cone dyed technique. Adding new
color now to the woman’s wardrobe, ColorPlus recently launched ColorPlus Woman – An
exclusive range of smart-casual clothing.

7
  Parx:

Parx is a ’premium casual lifestyle brand bringing customer a range of stylish semi-formal
and casual clothes that reflects the easy, relaxed attitude of the energetic 22-30 years old. Parx
was launched in 1999 to cater to the smart and fashionable clothing segment.

 ZAPP!:

The burgeoning children’s wear market has now turned stylish with zapp! our range of
stylish and fashionable kids wear. The brand brings 4-12 years a wide range of clothes,
accessories, bed and bath line and more. The first zapp! Store has been launched in Ahmedabad
with ten more on their way for kids across the country.

 HOME

HOME is a specialty multi brand Home Retail Chain that present elegant, soft home
furnishing & accessories which are sourced from across the globe from reputed labels (private
&international). Spanning from a mid-premium pricing range, HOME provides an assortment
of quilts, blankets, robes, apparels, wall decor, vases, candles, gourmet cooking range and much
more under one roof to provide the perfect look for your home.

8
THE RAYMOND SHOP

The Raymond shop is premium retail store offering complete wardrobesolution for men, which
includes top-of-the-line brand Raymond Manzoni, Park Avenue, ColorPlus and Parx.
The textile industry or apparel industry is primarily concerned with the production of yarn, and
cloth and the subsequent design or manufacture of clothing and their distribution. The raw
material may be natural or synthetic using products of the chemical industry.

9
10
 CHAPTER NO. 3
OBJECTIVES OF THE STUDY

11
Objectives:
1. To study demographic behaviour of consumers for the Raymond brand

2. To identify the variations in choice of customers

3. To study influencing factors while purchasing products

4. To study the type of buying-decision behaviour

5. To study the marketing strategy

12
 CHAPTER NO. 4
SCOPE AND LIMITATION

13
Limitations
• The company has obsolete technology.
• The company has low production in off session.
• The company has less manpower according to the work.

Scope
• Large and growing market the available to the company is very large continuously
growing.
• The company has maintained growth from last many years.
• As the population increase the demand of product will increase.

14
 CHAPTER NO. 5
RESEARCH METHODOLOGY

15
There are two types of data we collected:
• Primary
• Secondary

In this report primary data has been collected by watching people in the mall…
I worked at Raymond’s shop in Kannad near Pishore road. I watched consumers based on
following strategy…

Primary Data

Primary data gives answer o the following question,

• Consumer attitude, body language, expression at the time of marketing

• Consumer knowledge, choice of product, brand knowledge.

• Consumers’ profile, age, sex, gesture.

• Types and quality of consumers

The raw primary data that I collected based on following excel pattern. After watching the
consumer, I recorded the data in this page

16
Secondary Data:

Secondary data has been collected from internet.

Secondary data is used to introduction of project, review of literature, mall information.

Secondary data gives answer to the following questions

• Definition of consumer behaviour.

• How improve the marketing strategies.

• Application of consumer buying behaviour.

• Process of consumer buying.

I worked on the following pattern, shown in below diagram:

17
 Collect the data randomly from Raymond’s shop
On above strategy

Collect some information from internet also

Analysed the Data

Finding result based on the analysed data

Then I come to conclusion and recommendation

But also, the best marketing research is not perfect it depends on economic change, market
change, different people (consumers), different places, certain procedural errors.
There are several units in the market that can be analysed. Our main trust is this in this course
is the consumer and their behaviour. However, we will also need to analyse our own firm’s
strengths and weakness and those of competing firms.

18
 CHAPTER NO.6
STUDY OF LITERATURE

19
Consumer behaviour can be said to be study of how individuals make decisions on spending
their available resources (time, money, effort) on various consumption-related items. The
simple definition of consumer behaviour tells marketers to resolve every activity around the
ultimate consumer and gauge their behaviour by specially focus on: Who buys products or
Services? How do they buy products or services? Where do they buy them? How often do they
buy them? When do they buy them? How often do they buy them? These questions will help
in understanding better what factors influence the decision-making process of the consumers.
The decision-making process identifies the number of people who are involved in this process
and ascribes them– like the user, decider, influencer, and buyer.

It is believed that the consumers or customers make purchase decisions based on receipts of a
small number of selectively chosen information. Thus it very important to understand what
and how much information is necessary by the customer to help him evaluate the goods and
services offerings. The field of consumer behaviour covers a lot of ground. According to
Solomon (1996), consumer behaviour is a study of the processes involved when individuals
or groups
select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy needs a
nddesires.Rural consuming system and its evolution are different from that of urban
consumption. Material prosperity in the rural India because of liberalization and globalization
resulted in increased production and improved transportation and communication facilities.
Increased rural development investment has increased the purchasing power of the rural
folks. The increased purchasing power changes the dynamics of rural
consumption behaviour.
Thus, it is worth to examine how the rural consumers are being motivated, howfar these
determinants differ from urban consumers and how far the socio-economic cultural factors
are influencing the rural consumers. A thorough understanding of rural
consumer behaviour would help in identifying different market segments and to evolve suitab
lemarketing strategies for effectively penetrating and thereby to command a respectable share
in rural markets. In India the rural markets are spread over about 6 lakhs villages across
28states. Certain states like Bihar and Orissa are over dominated by rural characteristics.
Other state like Maharashtra and Gujarat are more urban oriented.

20
INFLUENCES ON CONSUMER BEHAVIOR

The official definition of consumer behaviour is “the study of individuals, groups,

or organizations and the processes they used to select, secure, use, and dispose of products,
services, experience, or ideas to satisfy the needs and the impacts that these processes have on
the consumer and society.”

It brings useful points:

 Behaviour occurs either for the individual, or in the context of group (e.g., friends
influence what kind of clothes a person wears) or an organization (people on the job
make decision as to which products the firm should be use).
• Consumer behaviour involves the use and disposal of products as well as the study of
how they are purchased. Consumer behaviour involves services and ideas as well as
tangible products.

21
• The impact of Consumer behaviour on society also of revenue. For example, the
aggressive marketing of high fat foods, or aggressive marketing of easy credit, may have
serious repercussions for the national health and economy.

The study of consumer behaviour helps firms and organization improve

their marketing strategies by understanding issues such as how
• The psychology of how consumers think, feel, reason, and select between
different alternatives (e.g., brands, products, and retailers)
• The psychology of consumer while shopping or marketing other decision.
• Limitation in consumer knowledge or information processing abilities influence
decision marketing outcome.
• How consumer motivation and decision strategies differ between products that
differ in their level of importance or interest that they entail for consumer; and
• How marketers can adopt and improve their marketing campaigns and
marketing strategies to reach the consumer more effectively.

There are three main applications of consumer behaviour

• The most obvious is for marketing strategy- i.e., for marketing better marketing
campaign\ns. For example, by understanding that consumers are more receptive to food
advertising when they are hungry, we learn to schedule snack advertisement late in the
afternoon. By understanding new products are usually initially adopted by a few
consumers and only spread later, and then only gradually, to the rest of population, we
learn that
• Companies that introduced new products must be well finance so that they can stay
afloat until their products become a commercial success and
• It is important to please initial customers, since they will in turn influence many
subsequent customers brand choice
• Social marketing involves getting ideas across to consumers rather than selling
something. Many Fishbein, a marketing professor, went on sabbatical to work for the
centres for disease control trying to reduce the incidence of transmission of diseases
through illegal drug users to stop. This, however, was deemed to be infeasible. It was
also determined that the practice of sharing needles was too ingrained in the drug culture
to be stopped. As a result, using knowledge of consumer attitude, Dr. Fishbein

22
 created a campaign that encourage the cleaning of needles in bleach before sh aring
them, a goal that was believed to be more realistic.
• As a final benefit, studying consumer behaviour should make us better consumers.
Common sense suggests, for example that if you buy a 64 liquid ouncebottle of laundry
detergents, you should pay less per ounce than if you bought two 32-ounce bottles. In
practices however, you often pay a size premium buying the larger quantity. In other
words, in this case, knowing this fact will sensitize you to the need to check the unit
cost labels to determine if you are really getting a bargain.

Consumer behaviour study is based on consumer buying behaviour, with the consumer plying
the three distinct roles of user, payer, and buyer. Relationship marketing is an influential asset
for consumer behaviour analysis as it has taken interest in the re-discovery of the true meaning
of marketing through the affirmation of the importance of the consumer or buyer. A greater
importance is also place on consumer retention. Customer Relationship Management,
personalization, customization and one-to-one marketing. Social function can be categorized
into social choice and welfare functions.

Stages of the Consumer Buying Process:

Six stages to the consumer buying decision process (for complex decisions). Actual purchasing
is only one stage of the process. Not all decision process led to purchase.

Problem recognition (awareness of need)

Difference between the desired states and the actual condition. Deficit in assortment of
products.
Hunger-Food. Hunger stimulates your need to eat.
Can be stimulated by the marketer through product information- - did not know
deficient? I.E., see a commercial for a new pair of shoes, stimulates your recognition
that you need a new pair of shoes.

23
Information search:

Once the consumer has recognised a problem, they search for the information on
products and services that can solve that problem.
Belch and Belch (2007) explain that consumer that undertake both an internal (memory)
and external search.
Sources of information include:
• Personal sources
• Commercial sources
• Public sources
• Personal experience
The relevant internal psychological process that is associated with information search
is perception. Perception is defined as “the process by which an individual receives,
select, organize and interprets information to create meaningful picture of the world”.

The selective perception processes

Stage description
• Selective exposure consumer selects which promotional message they will expose
themselves to.
• Selective attention consumer selects which promotional message they will pay attention
to.
• Selective comprehension consumer interpret message in line with their beliefs,
attitudes, motive, and experiences.
• Selective retention consumer remember message that are more meaningful or important
to them.
The implications of this process help develop an effective promotional strategy and select
which sources of information are more effective for the brand.

24
Evaluation of Alternatives:

Need to establish criteria for evaluation, features the buyer wants or does not want.
Rank/weight alternatives or resume search. May decide that you want to eat something
spicy. Indian gets highest rank etc.
If not satisfied with your choice, then returns to the search phase. Can you think another
restaurant? Look in the yellow pages etc. Information from different sources be treated
differently. Marketers try to influence by “farming” alternatives.

Purchase Decision:

Choose buying alternatives, includes product package, store, method of purchase etc.

Purchase:
May differ from decision, time laps between 4&5, product availability.

Post-purchase Evaluation:

Outcome: satisfaction or dissatisfaction. Cognitive Dissonance, have you made the

right decision? This can be reduced by warranties, after sales communication etc. After
eating an Indian meal, may think really you wanted a Chinese meal instead.

The EKB (Engel, kola, Blackwell model) model was further developed by Rice (1993)
which suggested there should be a feedback loop, fox all (2005) further suggests the
importance of the post purchase evaluation and the is key due to influences on future
purchase patterns.

25
Motivation and recognition of need:

The EKB model of consumer behaviour was originally designed to save as framework for
organizing the fast-growing body of knowledge concept of consumer behaviour.

Like hard-set model it has gone through a no of reversion aimed at improving its descriptive
ability & clarifies basic relationship between component & subcomponent.

Decision focus of model is on 5 basic decision process stage:

• Motivation and Recognition of need
• Information Search
• Evaluation alternative
• Purchase
• Outcome

Information search
Information from marketing source feed into information processing section of model.
It has little influence at the problem recognition stage of decision-making process.
Evaluation of alternatives:
The information processing sect. of model consist of consumer export attention,
comprehension/ perception of extending accepting & retention of marketer dominated
& non dominated.
Purchase:
Last model of individual &environmental influence that affect all 5stage of process
• Individual characteristic motive, value, lifestyle & personality
• Social influence is culture reference group & family
• Situation influence such as consumer financial condition influence the
decision process.

26
Factors influences consumer buying behaviour

 Internal Influences
Consumer behaviour is influenced by demographics, psychographics (lifestyle),
personality motivation, knowledge, attitude, beliefs and feeling. Consumer behavior
concern with consumer need consumer action in the direction of satisfying needs to
leads to his behaviour of every individual depends on thinking.

 External Influences

Consumer behaviour is influenced by culture, sub-culture, locality, royalty, ethnicity,

and family, social class, experience reference groups, lifestyle, and market mix factors.

Types of Consumers Buying Behaviour.

Types of consumers buying behaviour are determine by:

• Level of involvement in purchase decision. Importance and intensity of interest in a

product in a particular situation.
• Buyers’ level of involvement determines why he/she is motivated to seek information

27
The purchase of the same product does not always elicit the same buying behavior. Products
can shift from one category to next.

For example:
Going out for dinner for one person may be extensive decision making (for someone that does
not go out often at all), but limited decision making for someone else. The reason for the dinner,
whether it is an anniversary celebration, or a meal with a couple of friends will also determine
the extent of the decision making.

• Types of Consumers Buying Behaviour are determined by:

· Level of involvement in purchase decision. Importance and intensity of interest in a
product in a particular situation.
· Buyers ‘level of involvement determines why he/she is motivated to seek information
about a certain products and brands but virtually ignore others.
The four types of consumers buying behaviours are:

28
 • Routing response/programmed behaviour –buying low involvement
frequently purchased low-cost items; need very little search and decision effort;
purchase almost automatically. Examples include soft drinks, snack foods, milk etc.
• Limited decision making—buying product occasionally-. When you need
obtained information about unfamiliar brand in a familiar product category, perhaps
require a moderate amount of time for information gathering. Examples include
clothes—know the product class but not the brand.
• Extensive decision making/complex high involvement, unfamiliar, expensive
and/or frequently bought products. High degree of economic
performance/physiological risk. Example includes cars, homes, computers, education.
Spend a lot of time seeking information and deciding.
• Information from the companies friends and relatives, store personal etc. go through all
six stages of the buying process.
• Impulse buying, no conscious planning.
• The purchase of the same product does not always elicit the same buying behaviour.
Products can shift from one category to next.
For example: Going out for dinner for one person may be extensive making.
Black Box Model

The black box model shows the interaction of stimuli, consumer characteristic, and decision
process and consumer responses.
It can be distinguished between interpersonal stimuli (between people)
The black box model is related to the black box theory of behaviourism, where the focus is not
set on the processes inside a consumer, but planned and processes by the companies, whereas
the environmental stimuli are given by social factors. based on the economic, political and
cultural circumstance of a society. The buyer’s black box contains the buyer characteristics and
the decision process, which determine the buyer’s response.

The black box model considers the buyers response because of a conscious, rational decision
process, in which it is assumed that the buyer has recognized the problem. However, many
decisions are not made in awareness in determined problem by the consumer.

29
30
The industrial processes:

Cotton manufacturing

31
32
RAW MATERIALS
• Wool:
The Merino brand of wool is imported from Australia and supplied as Tops by the wool
Scouring and Grey Combing department.
• Polyester:
A man-made synthetic fibre which is in the form of staple fibre or tow. There are three varieties
– Normal, Sparkle and Low pill.
• Viscose:
A regenerated cellulosic fibre which is made from wood pulp. Generally, it is dope dyed by
suppliers and is in fibrous form. The production operations at our plant are coordinated by the
PRODUCTION, PLANNING & CONTROL department. Its role is to gather information of
all stock at various stages and communicate with the different departments; so that production
activities are synchronized. We have six months order in advance and divide the production
activities bi-annually in unison with the market, and our JALGAON and THANE units. First
in the sequence is the RAW MATERIAL GODOWN where the basic inputs procured are
stored, accounted for, and intimated to the COMMERCIAL department.
The first stage of processing is DYEING.
According to a dyeing plan set by the production planners, the dyeing department is issued
tops. Fabrics and yarn produced at further stages which are grey or do not have the desired
pigmentation are also dyed. Some polyester is procured in the form of tows. These are cut and
converted into sliver form and converted into tops in the CONVERTER section. The material
is sent back to the raw material go down from where it is sent to the dyeing department. Only after
a perfect match with standard shades are the tops sent to the RECOMBING department. In the
Recombing department tops of polyester and wool in sliver form are blended and mixed to
produce a uniform sliver (65% polyester & 35% wool). The processing ensures that fibre is
untangled. Straightened and parallel. All their Tops (polyester and wool) are sent for spinning
in the WORSTED SPINNING department. The function of spinning is to form yarn fibre. The
yarn made is wound on a bobbin and is called cheese. *Tops – roll of sliver *Tow – roll of
continuous film or filament of fibre *Sliver – fibre in a rope like form. Simultaneously polyester
and viscose fibre is dispatched from the dyeing department and raw material go down (grey i.e.,
Undyed) to the blow room or P/V SPINNING department where it is mixed in proportion (67%
polyester and 33% viscose). This mix is transformed into sliver in the carding section which
further processes and produces a poly-viscose yarn. All yarn is

33
stored for intermediate purpose in a DOUBLE YARN ROOM from here the yarn is issued to
warping section of the WEAVING department. At this stage yarn is woven into fabric. In the
MENDING department this fabric is under scrutiny for any defects to be identified and
removed. Every meter of fabric produced is checked. The next stage of processing is the
FINISHING department. Fabric is washed cleaned and subjected to mechanical / chemical
operations with the aim of giving the fabric a smooth regular texture, lustre and anti-creasing
effect. In the FOLDING department, finished fabric is cut to proper length, wound and packed
properly. In addition to this we have a PLUSH department where we manufacture
FURNISHING fabric by procuring yarns from outside. The packed goods are stocked in the
WAREHOUSE from where it is dispatch as per sales note to respective dealers. This transfer
is communicated to the SALES office.

SALES PROCEDURE

Every year there is sales booking takes place and the booking is done for two seasons.
1) Summer booking (in the month of December)
2) Winter booking (in the month of June) In the booking the dealers book their requirement for
next season for which the booking is being taken place. And as per their booking, Sales &
Marketing Dept. prepares sale notes quality wise, shed wise for all the dealers those are given
booking for the next season. There are three types of Sale Notes are prepared.

1) Main Sale Notes:

The same is prepared buyer wise. In this, the qualities and shed numbers are mentioned of the
dealers which are to be produced by us to fulfil the requirement in the required delivery period
under instructions given to Production & Planning Department.
2) Additional Sale Notes:
The same is also prepared buyer wise and the same is issued after completion of booking for
delivery period of next two months having the qualities and shed numbers as per requirement
of the buyer.
3) Mini Sale Notes:
Mini Sale Notes can be issued in favour of buyer as per their requirement received through
phone or email or their personal visit

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BATCH MAKING PROCEDURE

The batch making procedure is done by Warehouse Department and finds Processingof
Dispatch is done by I. T. Department. Before batch making Warehouse sorting the old, packed
bale challans and daily packing challans which are ready for dispatch of goods and keeping
separately for making a batch. Based on challans which are in hand and ready for dispatch the
Warehouse Punches the challans in the batch programme. Looking to the capacity of Lorry a
batch can be made of maximum of 350 bales of 150 Bales which covers 22 to 24 thousand
meters respectively in every challan gross weight is feuded in the same programme after
punching all challans the batch programme shows total numbers of bales and total meters which
are ready for submission to EDP Department for processing the final dispatch. After that one slip
is prepared by Warehouse Department for submission of batch to EDP department having the
following details of a batch.
• Date of Dispatch

• Total numbers of Bales

• Total meters

• Type of Dispatch

• Time

Accounting Treatment

BY THANE HEAD OFFICE

• At the time of sale, they debit the buyer account by invoice price and bank processing
charges as per bank rule.
• When bill is drowned or discounted by bank, they credit the buyer’s account.
• When bill is discounted, they debit bank account by invoice price and credit it by
commission & interest charges.
• In case of dishonour, they again debit the buyer’s account credit bank account.

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BY CHHINDWARA DIVISION
Here only one sale ledger account is maintained. So here we pass only that is we credit
‘THANE HADE OFFICE’.

By Bank
• When bill is discounted bank immediately credit our account and debit it by interest
and commission.
• When bill is discounted bank reserve the above entry.

Raymond ltd. Is using the sap software for all company work, like– production planning and
control, production process, human resources department, marketing, purchasing and also in
accounting department since feb.2007 system application data processing (sap): -
SAP is kind of ERP package. ERP stands for Entrepreneur Resource Planning. This is a
software package used for planning, organizing and coordination the resources available in the
factory for optimum utilization. In an SAP each department is equivalent to some module.
Raymond has implemented 6 modules. They are: -

• Material Management
• Financial Accounting
• Production Planning
• Quality Control

Sales and distribution

• Human resource management any document consisting of data related to the above
stated module is feuded in the system is called as transaction. All the users of the system,
which are mainly the department head are given the password and login name to access
the system. SAP initially was developed in German language. The 5 employees of IBM
developed it in the year 1972.Initially Raymond used only one module for financial
accounting and the utility efficiency and the speedy decision- making lead to the
application of other modules. All the modules are interred – relatedand the changes
made in data of 1 module get updated in all the other modules. There

36
 is a master data for each of the module. The modules are provided in the package but if
needed is felt new modules can be developed and the collection of programs can be
attached. Information with similar links is kept in the same module. This shows the
adaptation of new technological innovations by Videocon to improve efficiency and
minimizes the time factor.

BILL PASSING
Bill: -
Bill is the document raised by suppliers against the material supplied by them.

Bill Passing: -
It is a procedure of passing the bill in order to make the payments.
Bill Passing is Two Types
• For store
• For Raw Material In bill passing P. J.V. (Purchase Journal Voucher) is prepared.

For Passing Store Bill Following Document are required

• Purchase Order
• G.R.R. (Goods Received Reports)
Purchase Order: -
Purchase order is prepared by purchase department on the basis Of quotation placed by
supplier. The basic contents of purchase order as follows:
• Name of the party. (supplier)
• Order No. and Date
• Material Description with item code
• Rate and Quantity
• Delivery ex (Place of Delivery)
• Delivery period (as per schedule) immediate.
• Payment (credit period)
• Basic order value
• Tax condition
• C.S.T. No. (Central Sales Tax) &G.S. T (General Sales Tax)
• Five copies of purchase order are to be made to be sent

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 • Store department
• Account department
• Department which requires the material
• Supplier
• Purchase department

APPROVING AUTHORITY FOR THE PURCHASE ORDER IS

WORKS DIRECTOR.

• G.R.R (Goods Received Report):-

It is prepared based on terms and condition of purchase order by store department. This G.R.R.
is then sent to concerned department along with the materials which is indented by them
mentioned in G.R.R. Then the department approves this approved G.R.R. is sent to stores. The
stores sent all such approved G.R.R. to accounts department for the passing of the bill.

Procedure for “BILL PASSING” of general stores

• Materials are required by all the departments
• Required material is sent to the stores department and the department makes three copy
of it.
• Indent material is approved by the top management.
• Indent material is sent to purchase department.
• Purchase department invites the quotation from the supplier and as per the quality
they place an order.
• Purchase department send the order to the party who supplies the material.
• Stores department receives the material and check the material as per the terms and
condition of purchase order.
• If material is not as per the order placed, store will reject the materials and return to
the party.
• After the acceptance of the material by the concerned department stores department
will make G.R.R.

G.R.R. will be approved by the technical department engineering department, Quality Control,
Production & store department.

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• If there is shortage of material G.R.R. is made for the material receive and shortage and excess
reports.
• If material is not as per the quality it will be rejected and returns to the party.
• In G.R.R. challan Quantity, Receipt quantity and acceptance quantity are mentioned and
G.R.R. prepared after acceptance.
• After supply of material party sends the bill
• P. J. V. (PURCHASE JOURNAL VOUCHER) is prepared on receipt of G.R.R. purchase
order and invoice.
Raw materials
• Wool: -
The Merino brand of wool is imported from Australia and supplied as Topes by the wool
scouring & Grey combing department.
• Polyester: -
A man-made synthetic fibrewhich is in the form of staple fibre or tow. There are three verities-
Normal, Sparkle &Low pill.
• Viscose: -
A regenerated cellulosic fibre, which is made from wood pulp. Generally, it is dope dyed by
suppliers and is in fibrous form.
ADOPTION OF QUALITY STANDARD BYRAYMOND
LIMITEDTEXTILE DIVISION
At Raymond Limited (Textile Division), Chinaware, maintenance of quality to manufacture
and supply high quality polyester-wool and polyester-viscose and furnishing fabrics and
activities for maintaining environment of factory unit. Raymond Limited (Textile Division),
Chinaware got some quality life for their factory unit and that is ISO which gives the certificate
for quality assurance.

Quality:
Quality means doing the right thing, the right way, first time and every time.

ISO:
International Organization for Standardization Company got certification in
ISO 14001: 1996 certified in Nov. 2002 ISO 9001: 2000 certifies in March, 2004

39
The company stringent quality control system ensure that its blends match the exacting
Standards of its customers in terms of chemical composition, mechanical properties,
automation, viscose, polyester, yarn, and inclusion rating.

Raymond shop, something about working place

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41
 CHAPTER NO. 7
DATA ANALYSIS AND INTERPRETATION

42
Various studies on consumer purchasing behaviours have been presented and used in real
problems. Data mining techniques are expected to be a more effective tool for analysing
consumer behaviours. However, the data mining method has disadvantages as well as
advantages. Therefore, it is important to select appropriate techniques to mine databases. The
objective of this paper is to know consumer behaviour, his psychological condition at the
time of purchase and how suitable data mining method apply to improve conventional
method. Moreover, in an experiment, association rule is employed to mine rules for trusted
customers using sales data in a supermarket industry.

Fig: Revenue of the company (year to year)

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Fig: Dividend of company over the years

44
Raw data Analysis :

Age Analysis:

45
This data analysed based on customers’ age

As per the graph Age group

5-14yrs there 20 buyers, 35-44 there are 3 buyers,

15-24 there are 37 buyers, 45-54 years 3 buyers

25-34 there are 14 buyers, Age group 55-6425 buyers

• Above the graph shows that the people in the age group 15 -24 years are highest
purchaser because this is the brand conscious age group. Parx Brand is only for
youngsters.

• 55-64 age group people have shown heavy purchases of the products, but the
observations showed that these purchases were not for themself but were done for
their grandchildren or granddaughters.

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Expression of consumer Analysis:

This data analysed based on customers’ expression

As per the graph

Causal buyers are 6 Not confused buyers are15

Confused buyers are 31 Not determined buyers are 2

Cool buyers are 6 Semi confused buyers are 7

Determined buyers are 35

• Above the graph shows that the people in the determined group are highest purchaser
because the buying behaviour is quick and determined to buy what is liked by them.

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 • Confused group people have shown purchases of the products, because they are
random buyers who have purchased due to confusion and the first time contact with
the brand or inspiration from the peer group.

Gesture Analysis:

This data analysed based on customers’ gesture

As per the graph

Causal buyers are 11 Normal buyers are 10

Hesitated buyers are 27 Smart buyers are 54

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Above the graph shows that the people in the smart group are highest purchaser because they
are brand conscious, they have also believed that the smartness they have is due to the
products that they have been using. Hence, they are regular consumer of the product.

Clothing style analysis:

This data analysed based on customers’ clothing style

As per the graph

Aristocratic buyers are 3 High status buyers are 63

Average buyers are 7 Medium buyers are 3

Good buyers are 5 Middle class buyers are 22

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 • Above the graph shows that the people in the high status group are highest purchaser
because they brand conscious. The product itself is a premium brand product and
costly.

• The product relates to the high status of these people and gives them a realisation of
status.

Customer analysis:

This data analysed based on customers’ analysis.

As per the graph

Urban buyers are 81 Rural buyers are 21

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 • Above the graph shows that the people in the urban group are highest purchaser.

• The advertisement has put this impact on the consumers that this is a product meant
for the people who are in the urban areas and office goers ,hence, we observe a less
buying from the rural people.

Action:

This data analysed based on customers’ action the customer buy the product or not

As per the graph

Buyers are 86 not buyers are 16

Above the graph shows that 86 people have purchased ultimately.

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 CHAPTER NO. 8
FINDINGS AND SUGGESTIONS

52
Findings

1. After understanding this statistical diagram, we can see the consumer buying process
depends on physiological matters, their knowledge, their types etc.
2. There should be increase in the quality of material of clothes and lesser the cost of
production
3. The suggestion should be taken by the royal customers for more quality of material
used in Raymond’s clothes
4. There should be proper service provided to the customers

SUGGESSTION

1. Raymond should develop managerial skill particularly for the managers and the
supervisory staffs, as the managerial staff doesn’t behave properly with the sub staff.
This in turn affects the working of the entire staff of the organisation.
2. The place needs to be made conducive for the working of the sub staff to increase the
customer attention and the proper handling of the customer.
3. The promotional activities need to be more aggressive and attractive to pull customers
from not so premium category also.
4. Raymond must look prominently into increasing the payments of the employees which
in turn may result into better employee employer relationship.
5. The present official staff of Raymond can be given a suitable management training that
modern management concept and management technologies can be vitalized in the day-
to-day business of Raymond for the further improvement.

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 SWOT ANALYSIS

STRANGTHS
• The company has strong Research and Development dept. for product and new
technology.
• The company has many Bank facilities like long credit time and other facilities.
• The company has qualified and experience Human Resource for selection and
recruitment.

WEEKNESSES
• The company has obsolete technology.
• The company has low production in off session.
• The company has less manpower according to the work.

OPPORTUNITIES
• Large and growing market the available to the company is very large continuously
growing.
• The company has maintained growth from last many years.
• As the population increase the demand of product will increase.

THEREAT
• There are many competitors in the market.
• The Indian market is the main market of the company, but it is very unstable. There are
so many other factors like environment, political and regional.

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CHAPTER NO.9
CONCLUSION

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As the project was conducted to study the consumer behaviour on demography of Raymond limited
during this project report I came to the following conclusions:

• I could understand the working of all the departments, especially the marketing
department of Raymond limited.
• It was a pleasure to understand that the marketing department of Raymond Limited
analyses the customer needs and wants meticulously and then produces the
products according to it.
• The consumer buying behaviour is also studied carefully along with the study
of the demand for their products then they analyse the demand and with the
proper discussion with the customers. They also understand the consumer
behaviour and buying pattern of the consumers.

• Basically, the Raymond products are costly so their target customers are
premium customers and they have to maintain their quality to maintain the
goodwill and reputation of brand.

• There are not many advertisements of Raymond as compared to the competitors

because of the goodwill of the company and the brand name which is quite popular

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CHAPTER NO.10
BIBLIORAPHY

57
1. www.google.com
2. www.raymondbenson.com
3. www.raymondindia.com

58
ANNEXURE

59
Sr.No. Work done

1. Join the organization

2. Observe the different departments

3. Get information about the Raymond brand

5. Join Raymond shop

6. Get information about all patterns of clothing in mall

7. Get information about how to sale the product

8. Starts to observe the consumers

9. Join the organization and discuss with proprietor Mr. Lakhan

Pareek

10 Studied about the transportation process in store

11. Join the organization and discuss with salesperson in the store

12 Leave the organization

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