A PROJECT REPORT ON AN ANALITACAL STUDY OF BUYERS BEHAVIOUR IN RELATION TO PRODUCTS OF WINSOME KNITWEARS (FLAT KNITS)

SUBMITTED TO: KURUKSHETRA UNIVERSITY

IN PARTIAL FULLFILMENT OF THE REQUIREMENT FOR THE AWARD OF MASTER OF BUSINESS ADMINISTRATION (2009-2011)

SUBMITTED TO:
Ms.pooja Anand Assistant Professor

SUBMITTED BY:
pankaj Mishra MBA (4th Semester)

SUBMITTED TO ICL INSTITUTE OF ENGINEERING AND TECHNOLOGY SOUNTLI (KURUKSHETRA UNIVERSITY, KURUKSHETRA)

ACKNOWLEDGEMENT
Gratitude is the hardest of emotions to express and one often does not find
adequate words to convey what one feels and trying to express it The present project file is an amalgamated of various thoughts and experiences .The successful completion of this project report would have not been possible without the help and guidance of number of people and especially to my project guide Ms. Pooja Anand Lecturer, ICL, for his illumining observation, encouraging suggestions and constructive criticisms, which have helped me in completing this research project successfully. There are several other people who also deserve much more than a mere acknowledgement at their exemplary help. I also acknowledge with deep sense of gratitude and wholehearted help and cooperation intended to me by them.

PANKAJ

PREFACE
Research Project is the bridge for a student that takes him from his theoretical knowledge world to practical industry world. The main purpose of it is to expose for industrial and business environment, which cannot be possible in the classroom. The advantages of this sort of integration, which promotes guided to corporate culture, functional, social and norms along with formal teaching are numerous.

1) To bridge the gap between theory and practical. 2) To install the feeling of belongingness and acceptance. 3) To help the student to develop the better understanding of the concept and questions already raised or to be raised subsequently during their research period. The present report gives a detailed view of the. The research is definitely going to play an important role in developing an aptitude for hard self-confidence.

DECLARATION
I hereby declare that, the project entitled AN ANALITACAL STUDY OF BUYERS
BEHAVIOUR IN RELATION TO PRODUCTS OF WINSOME KNITWEARS

assigned to me for the partial fulfillment of MBA degree from Kurukshetra University, Kurukshetra. The work is originally completed by me and the information provided in the study is authentic to the best of my knowledge.

This study has not been submitted to any other institution or university for the award of any other degree.

pankaj MBA 4th SEM University Roll No.

CERTIFICATE
This is to certify that PANKAJ MISHRA has completed the project entitled AN
ANALITACAL STUDY OF BUYERS BEHAVIOUR IN RELATION TO PRODUCTS OF WINSOME KNITWEARS under my supervision. To the best of my knowledge,

the report consists of result of the empirical study conducted by the student. In my opinion, the work is of requisite standard expected of an MBA student. Therefore, I recommend the same to be sent for evaluation.

MS. POOJA ANAND

Table of contents
CHAPTER-ONE Introduction: Industry Profile Company profile CHAPTER-TWO Research Methodology: Objectives of the study. Scope of the study. Significance of the study. Research methodology used for the study. Limitations of the study. CHAPTER-THREE Findings and Analysis of data CHAPTER-FOUR Suggestions CHAPTER-FIVE Conclusions BIBILIOGRAPHY ANNEXURE

CHAPTER-1 INDUSTRY PROFILE

INDUSTRY PROFILE

The Indian textile industry is currently one of the largest and most important sectors in the economy in terms of output, foreign exchanges earnings and employment in India. It includes several sub-sectors like spinning, weaving, knitting and garmenting. Also it uses different materials like cotton, jute, wool, silk, man made and synthetic fibers. The

textile (non-clothing) industry has three main sectors- the organized mill sector (traditional weaving and spinning), the power loom sector (mechanized loom) and handloom sector. The total production of fabrics in all the three sectors combined was around 42 billion square meters.

History of Textile in India

Textiles have historically formed an important component of being used in the subcontinent from at least the second millennium. B.C.Marco Polos records show that Indian textile used to be exported to China and South East Asia from Andhra and Tamil ports in the largestship then known. Buddhist era scripts reveal that woolen carpets were known in India as early at 500 B.C. and the technical skill that went into Indian carpets of the Mughal period is still- hailed today. Prior to colonization, Indians manually operated textile machines were among the best in the world and served as model for production of the first textile machines in newly industrialized Britain and Germany. Colonization brought an end to Indias glorious textile past. By 1880, the domestic market had grown to be serviced solely by British textile manufacturers: India, once one of worlds leading exporters of textiles, was now forced to become a net importer. This system reminded in place until the Indian began the fight for independence. One example of Gandhis non-violence opposites was to weaken the British textile industry by wearing homespun clothes. Inspired by Mahatma Gandhi the Government of India (GOI) put numerous policies and regulations to ensure that modernization did not occur and that labour intensive textiles were produced. However GOI did not realize the negative impact in term of decreased productivity and reduced competitiveness. It provided favorable and protective taxes and other regulation to the small-scale

sector, as the GOI presumed that this sector created more employment. Strict labour regulation resulted in disincentives for capital investment and production costs. 1990 sounded a new era to Indias textile sector as the GOI came to realize the efficiency and competitiveness were suffering under the numerous regulatory burdens. In 1995, India signed the General agreement of tariffs and trade (GATT) bringing its liberalization policies to an international level. Table 1.1 shows that export of textile increased from Rs. 1918cr. In 1985 to Rs.44,738 cr. 1999. Foreign exchanges earning through export of textile grew by more than 23.33 times in this period. The annual growth is 25.33%. Textile exports as percentage of total exports increased from 16.39 in 1985 to 31.59 in 1999. But the percentages of textile exports in total exports decline from 32.47 in 1998 to 31.59 in 1999.

Table 1.1 Export of textile in terms of value from 1985 to 1999.

Exports of Textile in term of values From 1985 to 1999

YEAR Textile Exports (excluding coir, handicrafts, and jute) Total Textile Exports (in Rs. Crore) exports as

percentage of total exports

1985 1986 1987 1988 1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 Compound growth rate

1,918 2,086 2,666 3,796 4,436 6,636 8,251 12,041 16,295 21,187 26,607 29,734 34,851 39,160 44,738 25.23

11,705 10,847 12,417 15,611 20,148 27,681 27,681 44,042 53,688 69,751 82,674 106,353 117,525 120,614 141,604 19.49

16.39 19.23 21.47 24.32 22.00 23.97 23.97 27.34 30.35 30.37 32.18 27.96 29.65 32.47 31.59 -

Indian Textile- Future Ahead:

India could be next biggest winner after China because of the following lifting of the exciting restrictions on apparel export from December 2004- says a Mc-Kinsey study commissioned by DHL, world leader in express and logistics. According to the DHL McKinsey apparel and Textile Trade report, the value of Global Textile and apparel industry is likely to go up to $248

billion by 2008, with China, India and Pakistan expected to be the clear winner. The report forecast that India has the potential to increase its share from the current 4% to 6.5% valued at $16 billion by 2008. The report noted that by 2013, exports from India could grow 15% to 18% annually amounting to over $30 billion, provided reforms are implemented. Outlining the key imperative for India , Charlie Taylor, partner, McKinsey Singapore said that while some progress had been made such as de-reservation and piece rates for garment exporters, key reforms are still required if India is to capitalize on the emerging opportunities. Some Imperatives Identified in the report Include: Creative level domestic market playing fields by extending dereservation, uniform application of excise takes and reduction in import duties on apparel textiles and machinery. a) Revising labour laws (flexible exit policy), improving infrastructure and improving availability of high quality textiles in order to increase FDI (Foreign Direct Investment). b) Establishing bilateral agreement with US and EU under the quota free regime -to be competitive against other low cost exporters such as Srilanka. c) Setting up institutes for training skilled operators on techniques.

FASHION APPAREL INDUSTRY

Industry Overview:
The apparel industry is one of the most important sectors of the economy in terms of investment, revenue, trade and employment generation all

over the world. Apparel industry has short product life cycles, tremendous product variety, volatile and unpredictable demand, long and inflexible supply processes. The industry has been in a transition over the last 20 years. Some of its major contributors are:

Significant consolidation in retail, Increasing use of electronic commerce in retail, and Wholesale trade

The apparel industry produces finished clothing products made from both natural and manmade fibers like cotton, silk, wool, lenin, polyester, rayon, lycra and denim. The important segments covered in apparel industry include kids clothing, men clothing, men wedding wear, women clothing, bridal wear and intimate apparel.

Industry Supply Chain

The apparel industry supply chain can be broadly categorized into five major components, as, raw materials, textile plants, apparel plants, export chains, retail stores, customers.

Major Manufacturers and their Market Share:

In 2006, the largest manufacturers and exporters of apparel were countries from the Asia-Pacific region which includes countries like China, Hong Kong, Phillipines, Malaysia, Indonesia, Bangladesh, Srilanka, Pakistan, Thailand and India. The other major apparel manufacturing nations were USA, Italy, Germany and Mexico.

Figure : Country-wise Market Share

Global Trade Volume and Trends:

As the apparel manufacturing industry is more labour intensive and requires less capital investment, its concentration is shifting more towards the developing countries and even constituting large amount of their exports. This can be analyzed by the fact that the apparel production in industrialized countries decreased between 1980 and 1996, where as the production increased in developing countries during the same period. Similar trend was seen in exports, the apparel exports of developing countries increased six times between 1980 and 1997, and that of developed economies rose by 150%. The global apparel industrys total revenue in 2006 was US $ 1, 252.8 billion, which was approximately 68% of the overall industry value. Asia Pacific constitutes the largest amount of production and trade in the apparel industry worldwide. The percentage share of different regions of the world in the total trade revenue in the year 2006 was:

Region Asia Pacific Europe USA Rest of the world

% Share 35.40% 29.40% 22.30% 12.90%

China had captured 65% of the global market share towards the end of 2006 in total apparel exports. The other major apparel exporting nations

include USA, Germany, Hong Kong, Italy, Malaysia, Pakistan, Thailand and India. Some of the trade statistics are presented below:

Country China Hong Kong Italy Malaysia Germany Pakistan Thailand USA India Exports in 2010

US $ Billion 8,260.921 1,723.210 1,353.586 1,255.069 669.130 618.830 597.758 595.171 522.463

Industry Challenges:
The Apparel Industry is growing at a very high rate but still there are some barriers, which are hindering the growth of this industry. Some of them are:

Though the demand for garments is increasing day by day but the production rate is still not able to match with ever rising demand. More production facilities are needed to meet the demand.

Most of the raw material needed for apparel manufacturing is available in the developing or under developed countries and these countries do not have enough resources and manpower to explore them. These countries also do not have finance to set up factories for garment production.

Globalization has helped the trade in many ways but due to globalization the competition has increased and so it is not very easy for the firms to cope up with so much competition, as they have to meet the deadlines and also maintain quality.

The importers of developed economies are facing very stiff competition as countries like China are producing good quality products in low prices due to availability of very cheap labour.

Some trade laws still are very much in favor of developed countries and they need to be reviewed, to facilitate imports from the developing countries.

As apparel industry is fashion driven, and fashion keeps changing, the firms have to complete orders in very less time. Thus they usually have to work under pressure.

Future Prospects:
The global apparel manufacturing industry is expected to grow more than ever in times to come. According to an estimate, the global apparel industry will reach a value of US $ 1,781.7 billion by the end of 2010. The entrepreneurs are now adopting new techniques to increase their trade. New business models and competitive strategies are used to enhance profits and growth. The

consumer is more aware and more demanding with the development of media like television and Internet. They have more choices in quality, price and design. This is the reason why apparel chains all over the world are focussing more on improving the quality of the product and offering in fashion unique designs. Apparel manufacturers are developing methods to keep up with the pace of change, as it is important to survive the global competition. Though the above trend shows a very positive picture but according to some experts, the dilution of MFA (Multi Fiber Agreement) will make a lot of apparel workers to loose their jobs, in many regions of USA, Asia, Central and Latin America and these jobs will shift to China. According to an article published in the Business week magazine, 30 million jobs will be lost to China, the hardest hit countries would be Turkey, Mexico and some African nations. The World Bank report says, this will be one of the largest short-term transfers in history. Despite these developments the apparel industry is estimated to grow at very high pace and will provide employment to a large number of people all across the world. EXECUTIVE SUMMARY AND PROJECT PROBLEM India has been well known for its textile goods since very ancient times. The Indian textile industry has a significant presence in the economy as well as in the international textile economy. Its contribution to the Indian economy is manifested in terms of its contribution to the industrial production, employment generation and foreign exchange earnings. It contributes 20 percent of industrial production, 9 percent of excise collections, and 18 percent of employment in the industrial sector, nearly 30 percent to the countrys total export earning and 4 percent to the Gross Domestic Product. About 38 million people are gainfully employed with the industry making

it the second largest employment providing sector after agriculture. Winsome Group, a vision backed by commitment and dedication, spread its wings in 1952, when the group commenced its operations as a trading company in Kolkata. Winsome Group is Manufacturer & Exporter of 100% Cotton Raw White Yarn, 100% Cotton Dyed Mlange Yarn, Cotton Blended Mlange Yarn with the blends of Viscose, Polyester, Linen, Wool, Modal, Silk & 100% Acrylic Raw White and Dyed Yarns. It has got one of the largest Yarn/Fibre Dyeing facility in India. Winsome Knitwear is the flat knitting facility of WINSOME GROUP. WINSOME KNITWEAR has been set up to produce quality garments with high technical value, using the latest machinery. This study starts with the company profile and its main part comprises of study about the buyers perceptions about the products of Winsome Knitwears (A part of Winsome Group- India) in the following parameters: Quality Price Satisfaction Initially I had to mail questionnaires to buyers (both Domestic & International) and after that with the help of buyers responses the required data are collected, then the data is properly coded, tabulated and analyzed to present the findings in an effective manner. This project is helpful for Winsome Knitwears for knowing about the behaviour of their buyers towards them and also improving their sales

and distribution pattern. Above all this project helps to fill the gap between my theoretical and practical knowledge and also presents the clear picture of the market.

COMPANY PROFILE

VISION STATEMENT To become an admired textile manufacturing organization in the world'

MISSION STATEMENT To accelerate maintain and sustain efforts to become global leaders in Textiles.' OBJECTIVES 80% of our existing capacity to be used for value added yarns. To become global leaders in mlange yarns To be among the top five producers of cotton dyed yarn in India GOAL 'To produce a profit and superior returns on the assets entrusted to us by our shareholders. To ensure our success by satisfying our customers and increasing shareholder value'

QUALITY POLICY
We are committed in providing total customer satisfaction, both external and internal, with quality products and services conforming at all times to clearly established norms. To achieve these objectives we will promote the concept of personnel development, team building and effective leadership. We will strive for continual improvement by establishing and reviewing quality objectives.

We will ensure that our actions confirm to the values that Winsome attaches to its role and responsibilities towards its customers, environment and society. The Quality policy will be communicated at appropriate levels and reviewed for continuing suitability.

ENVIRONMENT POLICY We the producers of Quality yarn are committed to: Compliance with all relevant environmental legislations and regulations as applicable to our unit Prevention of pollution and protection of environment by: Conserving natural resources. Minimizing wastes and promoting their recycle and reuse. Adopting technologies and practices for better environmental performance.

 Continual improvement in our environmental performance by periodically setting and reviewing objectives and targets.

KEY FACTS: Amongst the Top 5 Textile Units in North India. Experienced a yearly growth of 16.8 % in year 2004 - 2005. Exports on a new rise. Knitwear, a new unit, shown profits in the first year itself. One of the largest manufacturer-exporters of mlange yarn in India.

WINSOME GROUP: (AT A GALNCE)

Winsome Group, a vision backed by commitment and dedication, spread its wings in 1952, when the group commenced its operations as a trading company in Kolkata. There has been no looking back since then, with varied interests in sectors such as Textiles, Engineering, Computer Softwares, Hotels, Tea, Breweries and Stock Broking.

WINSOME GROUP (INDIA)

 Winsome Spinning Winsome Dyeing Winsome Knitwear

1. Winsome Spinning Division: (DERABASSI)

With its focus on constant innovation and expansions, the Winsome Group set up a state-of-the-art spinning unit at Baddi, Himachal Pradesh in 1980 and is today the leading manufacturer and exporter of high quality Raw white, Blended, Compact and Melange Yarns in India, with customers all across the globe. The manufacturing expertise is supported by machinery suppliars who are the world leaders in spinning technology. Machineries include:

Blow room line from Rieter, Switzerland Card C-60 from Rieter, Switzerland Comber E-65 and Draw frames D-40 from Rieter, Switzerland Roving frames from Electrojet, Spain Compact Spinning (K44) from Rieter, Switzerland Autoconer 338 from Schlafhorst, Germany

QUALITY POLICIES & CONTROLS: Stringent Quality tests and evaluation of raw materials are carried out extensively. IN PROCESS quality control systems ensure that our products confirm to Domestic and International Standards. Our lab equipments from Zellweger Uster, Switzerland and Zwiegle are:

AFIS & HVI for Raw Cotton TensoRapid & Uster Tester Hairinessd and Co-efficient of Friction testing Finished Yarn Sample testing machine

PRODUCT RANGE: (YARNS) Raw White 100% Cotton 100% Acrylic Cotton blends with: Viscose Polyester Modal Melange Dyed Fibre Yarn

Silk Wool Acrylic Flax/Linen

Raw White

Melange

Dyed

2. Winsome Dyeing Division: (Baddi, H.P.)

A high-tech Dyeing Plan with state-of-the-art technology and committed professionals, with the ability to develop requisite shades, confirming to International Quality Standards and needs of customers. Manufacturing Infrastructure includes:

Precision Winder from SSM, Switzerland Fully Automatic Dyeing machines from Cubotex, Italy RF Dryer from Dettin, Italy Automatic Chemical Dispensing System from Pozzi, Italy ORGATEX- Centralized Control System for Dyeing Machines from SETEX, Germany.

QUALITY POLICIES & CONTROL: Quality Control Labs are well equipped with the latest technology to deliver Right First Time product & includes:
a) b) c) d)

Colour Dispensing & Matching System from Datacolour, USA Infra Red Beaker Dyeing machine from Ahiba, USA Laboratory Dyeing machine From Tecnorama, Italy Colour Matching Light Box from Gretag Macbeth, USA

PRODUCTION CAPACITY: (DYEING & SPINNING)

QUALITY:

3. FLAT KNITTING DIVISION: (MOHALI, PUNJAB)

Based at Mohali, near Chandigarh, Winsome Knitwear is the flat knitting facility of WINSOME GROUP; an established & renowned yarn manufacturer. It is a world class knitwear unit set up in the vicinity of Chandigarh at Mohali in the Year 2003. . Various computerized machines from Shima Seiki (Japan) and Exacta (Italy) are being used at the Knitwear Unit. WINSOME KNITWEAR has been set up to produce quality garments with high technical value, using the latest machinery & with the objective to bring together the various processes of SPINNING, DYEING, DESIGNING, KNITTING & ASSEMBLY under one integrated head to enable: a) R&D from the yarn stage, b) Better control over quality, c) quicker turnovers, etc...

PROGRAMMING:

The programming is done on SHIMA SDS ONE FULL SPEC design

systems (With a new presentation soft wear from Shima, which enables us to simulate & drape the design, incorporated with the actual yarn, before actually, knitting them)

KNITTING:

Backed by technical expertise and high-tech design features, Winsome produces quality Knitwear for various International brands such as Louis Phillipe, Allen Solly, Arrow, Wrangler, Benetton, ITC to name a few. Exports to CAG (Sports Wear), Orfama, Lowrider,Dragon and others go on to prove the commitment and dedication to produce & supply knitwear confirming to International Standards.

MACHINERY- STRENGTH OF KNITTING:

We have a total of 168 computerized machines with a total knitting capacity of 100,000pcs 150,000pcs per month SES122S (12gg) 28 Mcs (6 upgraded with intarsia attachments, 14 feeders) Make - SHIMA SEIKI (Japan). SSG122Sv (14 to 7 multi gg) 68 Mcs Make - SHIMA SEIKI (Japan). SIG 123Si (14 to 7 multi gg) 12 Mcs (30 feeder intarsia mcs) Make SHIMA SEIKI (Japan).

SES 122Rt (10gg) 32 Mcs Make - SHIMA SEIKI (Japan). SFJ 202T (10gg) 11 Mcs Make - SHIMA SEIKI (Japan). SES 122Rt (7gg) 10 Mcs Make - SHIMA SEIKI (Japan). SFJ 202T (7gg) 7 Mcs Make - SHIMA SEIKI (Japan)

ASSEMBLY:

WINSOME KNITWEAR has the required lineup of Linking, Sewing & Other Supporting machines in concurrence w/ our knitting capacity. Linking (LPM, Exacta), Master Over Lock (Exacta) Lock Stitch (Juki), Over lock (Juki), Flat lock (Juki, Pegasus), Button Hole (Juki), Button Stitch (Juki), Bar Tack (Juki), Cup Seamer (Yamato), Quasar (Exacta), etc

WASHING:

The washing section has computerized, fully programmable, auto dozing (IPSO Belgium) machines from STEFAB with variable frequency drive. Our tumble dryers (semi-programmable) are from Ramsons / Stefab.

PRESSING/FINISHING SECTION:

The pressing department has machines from MENTASTI (Italy) with Pneumatic controlled stainless steel frames that can be pre set to a size, guided by laser pointers (for the key measurements.) Enabling consistency and accuracy both in measurements and finish VEIT (Germany) Vertical automatic frame/form finishers, for a high bulk crease free finish.

MANPOWER:

The crux of any factory is the manpower that it maintains. To make sure that we have the right people on the job; they are hand picked, preferably from the different institutions that give preliminary garment manufacturing training. Then they are selectively trained to meet our needs and confirm to the set parameters. We have a competent team to train the manpower and training manuals that are upgraded on a regular basi

FUTURE PLANS: (WINSOME GROUP-INDIA)

1. By July 2009 Winsome will add another 62 machines (TTL 230) which will give monthly capacity of 150,000pcs-200,000pcs per month. (Unit1) 2. In the year 2009 (December) Winsome will add to our capacity 22 full fashion mcs (16head Bentley Cotton) which will give an additional monthly capacity of 150,000 pcs to 200,000pcs./month. (Unit 2) 3. Also considering a specialized plant of 50mcs in 18gg Whole Garment and advanced garment dyeing capacity for high end products like cashmere. By end 2008, the monthly capacity will be around 35,000pcs. 4. Winsome is also considering a specialized plant of 50mcs in 18gg Whole garment and advanced garment dyeing capacity for high end products like Cashmere. By end of 2010, the monthly capacity will be around 35000pcs./month. 5. Installation of MULTI HEAD FULLY FASHION Machines from Bentley & Scheller for cost effective basic styles. {Total combined capacity = 300,000pcs to 400,000pcs}

OUR FORTE:

One of the largest Yarn/Fibre Dyeing facility in India. Wide range of lot sizes from as small as 4kgs to as big as 2072kgs in a single lot. Wide choice of exquisite colours from our shade cards from Solid dyed and Mlange. Perfect Colour matching for any required shade including Pantone colour matching.

Waxed/Unwanted Yarn, as per request on cones with tail end. OEKOTEX-100 Certification for use of Azo free dyes Adherence to dyeing specification requirements of various buyers like GAP, H&M, M&S and many more

I.M.M. WINSOME ITALIA

AGLIANA 1) Marketing Department 2) Design Department 3) Sampling Department

S.C.WINSOME ROMANIA

AT BUCHAREST : 1) Marketing Department 2) Knitwear Production Plant having a mix of computerized machines (35gg) & production capacity of 70.000pcs./month. AT SATUMARE:

Knitwear

Production

Plant

having

production

capacity

of

60.000pcs./month. (Mix of 10-5gg machines)

Garment Dyeing unit with a monthly capacity of 220.000pcs./month.

AT BISTRITA: Spinning/ dyeing plant having production capacity of 100ton. /month

PRODUCTS:

MENS WEAR:

WOMENS WEAR:

KIDS WEAR:

CUSTOMERS DOMESTIC: Madhura Garments: Allen Solley, Louis Phillipe, Van Heusen, Peter England Arvind Brands: Lee, Wrangler, Arrow, Nautica, Tommy, Flying Machine TATA: West Side Benetton ITC Wills INTERNATIONAL: Marks & Spenser Debenhams Stradivarius Zara Diesel Marco Polo Cecil Tom Taylor Noa/Noa

Custommade Massimo Dutti C&A Miss Sixty Orfama Triburg Esprit H&M Nordstrom

Cutter & Buck

CHAPTER-2

 Research Methodology: Objectives of the study. Research methodology used for the study.

OBJECTIVES OF THE STUDY

The main objectives of the present study are as following:To study market for finding out: 1. Study of buyers behavior. 2. Suggesting remedies to improve sales. 3. Market share of Winsome in Market among other competitors. 4. Suggesting promotion mix of range of Winsome Products. 5. Attain a level of customer (buyer) satisfaction. 6. Introduction of a relationship management system with our customer base with our existing customers.

7. Giving a glimpse to improve the deficiencies in various fields like production, distribution, strategy effectiveness, e.t.c.

Research Methodology:
METHODOLOGY USED FOR THE STUDY
The main methodology used for this is: The methodology used in the study is analytical. A survey was done and questionnaires were mailed to buyers for gathering the required information and to ascertain the facts about the WINSOME KNITWEARS. This project is mainly based on the primary data and information besides this secondary data is also used.

Sampling method adopted - Sampling method adopted for the study was Non-Probability method as the data is collected only from current buyers of the Winsome Knitwears through mailing questionnaires.

Purposive Sampling: In purposive sampling, we sample with a purpose in mind. We usually would have one or more specific predefined groups we are seeking. For instance in our survey, we are gathering the required information only from buyers of Winsome Knitwears with a purpose of studying their behaviour towards products of Winsome.

SAMPLE SIZE: Domestic buyers (companies): 12 International Buyers (companies): 23 TYPES OF MARKETING RESEARCH Research may be classified under following: 1) EXPLORATORY RESEARCH - Exploratory research aims to develop initial hunches and provide directions for any future research needed. The primary purpose is to through light on nature of a situation and identifies any specific objectives through additional research. It is most useful when a decision maker wishes to better understand the situation or to identify decision alternatives. Exploratory research technique includes the following:

 Focus Group Interview. Observation. 2) CONCLUSIVE RESEARCH- Conclusive research is intended to verify insight and aid decision maker in selecting a specific course of action. Its primary purpose is to help decision maker to choose the best course of action in a situation.

TYPES OF CONCLUSIVE RESEARCH Conclusive research is further divided into following categories 1) Descriptive research - Descriptive research aims at describing something. Data collected through descriptive research provides valuable information about the unit under study. Descriptive research is further classified into: Cross sectional research- It is one time study involving data collection at a single period of time. Here the sample is not repeated for again and again for the data collection. Longitudinal research- Longitudinal research involves the repetition of the same sample for the data collection over a period of time. 2) Experimental research - Experimental research is also known as causal research and it allows one to make causal inferences about relationships among variables i.e., casual testing of relationships between two variables.

TYPES OF DATA: Data can be classified as below: Primary data Secondary data

1) Primary data: - Primary data are to be collected by the researcher, they are not present in reports or journals e.t.c and can be collected through a number of method which can be classified as follow: Personal interview of sample. Telephonic interview. E- Mails. Observations. Questionnaires. Interviews. 2) Secondary data: - Secondary data are the data collected for some purpose other than the research situation; such data are available from the sources such as books, company reports, journals, rating organization, census department e.t.c . The secondary data are readily available and therefore they are less costly and less time consuming. Sources of secondary data are: Internet. Books and Journals. Company reports.

 Census department. Research work of others. The main methodology used in this study is as follow: 1) QUESTIONNAIRES (MAIL SURVEYMAILING

QUESTIONNAIRES):- The information regarding the customers (buyers) behavior for Winsome Products (Knitwears) have been collected with the use of questionnaire. Questionnaire- To know about the customer perception about Winsome Knitwears with respect to quality, price, satisfaction, deficiencies, expectations, e.t.c a questionnaire was framed out. After proper approval from the project guide and concerned authority it was sent to buyers for collection of needed data. The questionnaire includes both open ended and closed ended question to get proper response from the buyers. It was an attempt to gather the information and to collect the data about what changes a customer (buyer) wants. 2) DOCUMENTARY OBSERVATION: - The information has been collected from secondary sources also, which include company reports, brochures and other published sources. The secondary data are taken from the following sources Websites Company Reports Brochure Books

CHAPTER-3
data Analysis and interpretation

(Ques1) What is the price range of the products? 1. Very costly 2. Average 3.Nominal 23% 63% 14%

14%

23% very cos tly averg e nom inal

63%

Interpretation:The above table shows Price range of the products is 63% average ,23% constitutes that it is very costly &14% feel it as nominal one

( Ques2) Are you always ready to pay the price quoted ?

Always ready Sometimes 34% 52%

Not at all & do bargaining

14%

14%

1s t Qtr 2nd Qtr 3rd Qtr

34%

52%

Interpretation: The above table interprets that 52% are sometimes are
motivated towards the product,34% are always ready and rest are not.

(Ques3) Does company manufacture customized products also?

Yes No 75% 25%

80% 60% y es 40% 20% 0% no

Interpretation:The above table shows that 75% are in favour that company produce customized products and 25% are not in favour.

(Ques4) Why do you prefer the brand?

Good quality Services 13% 17%

Brand image Price range

13% 57%

g ood quality services price rang e brand im ag e

13% 13% 17%

57%

Interpretation: This shows that 57%

of the customers prefer price factor,13% towards quality factor,13% towards brand image and rest towards services.

70% 60% 50% 40% 30% 20% 10% 0% Yes No

Interpretation:The above table shows that70% of the customers shifts

towards another brand and 30%sticks to same brand.

(Ques6) Range your satisfaction level in terms of quality.

Highly satisfied Satisfied Less satisfied Dissatisfied

20% 45% 20% 15%

h ig ly satisfied satisfied

15%

less satisfied d issatisfied 20%

20%

45%
Interpretation:This shows that 45% of customers are satisfied with the
given quality factor,20% towards highly satisfied and 15% are dissatisfied.

(Ques7) Does the defective products returnable ?

Yes No

70% 30%

30%

yes no

70%

Interpretation:The above table shows that 70% of the customers agree to the statement that goods are returnable and 30% are against it

(Ques8) What the buyer mainly consider while placing an order

with the firm?

PriceQuality Lead time Specialized(content) Specialized(knitting) Specialized(embellishment)

35% 30% 5% 10% 10% 10%

Pric e-

35% 30% 25% 20% 15% 10% 5% 0% Qua lity Lea d tim e S pec ia lized(c ontent) S pec ia lized(k nitting ) S pec ia lized(em bellis h ment)

INTERPRETATION:The above table shows that maximum customers mainly

give importance to price factor regarding purchase of the product and less importance to lead time factor.

(Ques 9) Does company enables online dealing?

Percentage 60%

Yes

No

40%

40%
Y ES NO

60%

Interpretation:From the above table it interprets that 60% are in favour of

online daling and 40% are not in favour.

(Ques10) Do you get your orders on time? Percentage 30

Always

Sometimes Mostly Never -

20 30 20

2 0 % 3 0 %

AL WAYS 3 0 % 2 0 % S OME T IME MOS T L Y NE VE R

INTERPRETATION:The above table shows that 30% of the respondents are getting order on time and 20% are in favour of mostly and never option.

(Ques11) What will you suggest to improve the sales of company?

Percentage

Decrease in lead time Start online dealings Updation in technology Regular training & development programmes

15% 25% 20% 40%

40% 35% 30% 25% 20% 15% 10% 5% 0% Perc enta g e

D ecrea s e in lea d time

S ta rt online dea ling s

Upda tion in tec hnolog y

R eg ula r tra ining& development prog ra mmes

INTERPRETATION: The above study interprets that 40% of the importance is given to training factor,15% towards decrease in lead time,25% on online dealings and 20% towards technology factor.

(Ques12) How company promote its products to Domestic customers?

Through advertising Sales promotion 20% 10%

Direct marketing Personal selling

40% 30%

40% 35% 30% 25% 20% 15% 10% 5% 0% Throug h advertis ing S alesprom otion D irect m arketing Pers onal s elling

INTERPRETATION:Most of the customers preferred Direct marketing ,30% towards personal selling,10% towards sales promotion and rest towards advertising.

(Ques13) Whichof the various elements of promotion mix of the company attracts you?

Percentage
Advertising Direct Marketing Sales promotion
50% 40% 30% 20% 10% 0% P ercentag e A dvertising Direct Marketing S ales prom otion

30% 50% 20%

INTERPRETATION: Direct marketing factor considered the most important factor , 30% towards advertising and rrest towards sales promotion.,

(Ques14) What would you suggest for improvement in production & distribution strategies of the company?

Training & development of employees Employee empowerment Enhance distribution channel

30% 20% 50%

50% 40% 30% 20% 10% 0%

Training& developm ent of em ployees Em ployee em pow erm ent Enhance distribution channel

INTERPRETATION: For distribution strategy distribution channel considered the most important factor .

OPEN ENDED QUESTIONS

Following open ended questions are used in the questionnaire for obtaining important information regarding the study as shown in table 1.2. These questions will help to understand the buyers behaviors in a better manner and

will also provide important information regarding the buyer: (given above are some of the selected buyers from total)

Buyers
Questions
1. Current Products with the company? (Group, Gauge, Content) 2. What is the targeted volume for our company? 3. Main months for trade?

IMPULSE

MASSIMO DUTTI

MADHURA GARMENTS

(Domestic)

ARVIND BRANDS
(Domestic)

M&S

Orfama West

SideTATA

(Domestic)

*Mens *12gg *Cotton/ Nylon

*Mens/L adies *14 gg *Cotton/ wool/ cashmere

*Mens/
Ladies *12 & 14gg *Cotton

*Mens/L adies *12 & 14gg *Cashme re blends

*Kids *12gg *Cotton & Cotton blends

*Mens/ Ladies *7/10/ 12/14gg *Cotton/ wool/ viscose

*Ladies *7 & 12gg *Cotton/ cotton blends, Acrylic, modal, viscose

1.5 lac /Year

1000015000 pcs/ style

2000 pcs/ style 6 mths.

Summer & Winter

15002500 pcs/ style June & Dec.

20K pcs/ Month

April to October

1000020000 pcs/ style May, June, Sept.

8001500 pcs/ style

Quarterly buying season, need new style dispatch every month

April to May, Sept. Sept.

4. Lean Period?

January

3 mths.

Feb.March & Sept.October

March & April 7 lac

Jan.March 100K/ season 25K/ season

Increasing

3 mths.

2 mths.

5. Current Annual Global Demand for flat knitwears? 2. Quantity from India? 3. Future plans for flat knits?

10 lac per yr. 10 lac per yr.

10 lac per yr. 10%

3-4 lac

8 lac pcs. per year 20%

Increasing

3-4 lac per year 90% To increase the selling

100% More plans

80%
To introduce more no. of flat knits in coming season

Getting Expand 15 lac ing pieces more made in India.

expansion

business from India upto 45K/ Season

selling in fine gauge garments

SOURCE: Information collected through Questionnaire

LIMITATIONS

LIMITATIONS
The authorities of the marketing department & merchandising department

of

WINSOME

KNITWEARS,

OFFICIALS

OF

WINSOME

KNITWEARS, MOHALI (PUNJAB) provided me with the necessary information about the PRODUCTION OPERATIONS, BUYERS BEHAVIOUR AND SALE PROMOTION, ALONG WITH MARKET SHARE AND DISTRIBUTION PATTERN of the company. However, every search work has limitation. This study has no exception to it. There were some basic problems which could not be avoided. A few limitations are listed below: 1) The time factor was the most important limitation; the lack of availability of time on the part of authorities of the company and as well as other concerned person (Buyers) was one of the important limitations. 2) In order to maintain the policy of secrecy the authority of company had not provided some data and information. 3) As the questionnaires are sent mailed to buyers for getting information, so quick response was not provided by the buyers, they replied according to their own convenience & time. 4) Questionnaire seemed to be a long one to be fully filled up by the respondents even some questions are not properly answered by them. The study was conducted by mailing the questionnaires to buyers located in both Domestic & International markets. Despite having above limitations, I had tried my best to come nearest to the fact in preparing the report.

Findings

From the complete analysis and interpatation there are some of the findings: (1) Company fixed its prices modratly consideration the various segment. (2) Great consideration is the given to customer satisfaction by producing customized product. (3) Online dealing are also provided by the company which is good promotional tool. (4) Company uses almost complete mix of promotion elements like advertising,sale promotion,personal selling and direct marketing. (5) Customer of winsome knitware are satisfied with the quality of the product produced.

CHAPTER-4
Suggestions & reccomendations

SUGGESTIONS
On the basis of the study undertaken I would like to suggest the following points:-

PRODUCITON: There is a need to improve lead time for bulk production. Attention should be paid on measurements as required by the buyer. Winsome needs to get some good suppliers who provide quality/quantity yarn for production in time. Production time has to be reduced so that buyers can get their orders within promised time. There is a need to understand and incorporate things viable in production.

QUALITY: Quality department should be given more preference.

Production pieces should get into packing at the starting stage of CMT which will definitely help the people working there by making their work more easy and all the doubts would be clear prior to what is getting made. More quality is expected by the buyers from Winsome, so there is a need to increase and improve the quality of apparels made by it.

SAMPLING: There is a need to pay more attention to sampling; samples

should be made with more efforts. Lead time of sampling is to be improved. Fits should be got approved within maximum of two weeks. Need to achieve proper shaping.

GENERAL: Apart of all these points, attention is also required to be paid on following: Finishing Pressing Pieces should not carry crease marks. Full transparency should be maintained with the buying house.

CHAPTER-5

CONCLUSIONS
After the proper collection, analysis and tabulation of data from buyers (both Domestic & International) following conclusion has been drawn:

Winsome knitwears has very good image in the mind of buyers

because of its quality products. Feedback and reviews of buyers should be taken regularly in order to know their actual problems. There is probability of gaining large market share in Domestic & International markets in future. Most of the production of winsome knitwears is exported to buyers in international market; its share in domestic market is very less as compared to its competitors. The domestic market share of the concern is just adequate, all out concrete effort are required to be put enhance the same. Winsome knitwears need to launch a brand in the market to cut through the competition and increase the sales.

BIBLOGRAPHY
Websites:

www.winsomegroup.com
www.wikipedia.org

www.google.com www.scribd.com
Annon, 1997 www.arg.arburn.edu Annon, Nov. 2001: Indian Silk (Trade News) ZORORO MURANDA, Department of Business Studies, University

of Zimbabwe, Zambezia (1999), XXVI (ii): Export Entry Decision and organisational characteristics of textile and clothing export firms: Analysis of Zimbabwean Firms.

Chandra, P., "The Textile and Apparel Industry in India India Institute of Management, Ahmedabad, October 2005 Philip Kotler Marketing Management 11th Edition. Marketing Research- C.R. Kotha

ANNEXURE

(Ques1) What is the price range of the products?

1. Very costly 2. Average 3.Nominal

23% 63% 14%

( Ques2) Are you always ready to pay the price quoted ?

Always ready Sometimes Not at all & do bargaining 34% 52% 14%

(Ques3) Does company manufacture customized products also?

Yes No

75% 25%

(Ques4) Why do you prefer the brand?

Good quality Services Brand image

13% 17% 13%

(Ques5) Do you purchase products of other brands also?

Yes No

30% 70%

(Ques6) Range your satisfaction level in terms of quality.

Highly satisfied Satisfied Less satisfied Dissatisfied

20% 45% 20% 15%

(Ques7) Does the defective products returnable ?

Yes No

70% 30%

(Ques8) What the buyer mainly consider while placing an order with the firm?

PriceQuality Lead time Specialized(content) Specialized(knitting) Specialized(embellishment)

35% 30% 5% 10% 10% 10%

(Ques 9) Does company enables online dealing?

Percentage 60% 40%

Yes No

(Ques10) Do you get your orders on time? Percentage 30 20

Always Sometimes

Mostly Never

30 20

(Ques11) What will you suggest to improve the sales of company?

Percentage 15% 25% 20% 40%

Decrease in lead time Start online dealings Updation in technology Regular training & development programmes

(Ques12) How company promote its products to Domestic customers?

Through advertising Sales promotion Direct marketing Personal selling 20% 10% 40% 30%

(Ques13) Whichof the various elements of promotion mix of the company attracts you?

Percentage
Advertising Direct Marketing Sales promotion 30% 50% 20%

(Ques14) What would you suggest for improvement in production & distribution strategies of the company?

Training & development of employees Employee empowerment Enhance distribution channel

30% 20% 50%