PROJECT REPORT

ON
STUDY OF SALES PROMOTION IN READY MADE
GARMENTS WITH SPECIAL REFERENCE TO
KOUTONS

Submitted under partial fulfillment of the course

Post Graduate Diploma in Management
(SESSION: 2012-2014)

SCHOOL OF MANAGEMENT SCIENCES, LUCKNOW

ACADEMIC GUIDE

SUBMITTED BY
SHRAWAN KUMAR SINGH

PGDM 2nd Semester

PG/12/12

DECLARATION
I Shrawan kumar singh S/o Baburam singh declare that project report title study of
sales promotion in readymade garments with special reference to koutons is based on
my project study. Thisproject is my original work and this has not been used for any
purpose anywhere

Shrawan kumar singh

(PGDM 2ND SEM).

ACKNOWLEDGEMENT
I express my sincere thanks to my project guideMr. Usmani f o r g u i d i n g m e
r i g h t f o r m t h e i n c e p t i o n t i l l t h e s u c c e s s f u l c o m p l e t i o n o f t he
p r o je c t . I s i n c e r e l y a c k n o wl e d g e h er f o r ex t e n d i ng t h e i r valuable
guidance, support for literature, critical reviews of project and the report and
above all the moral support he/she/they had provided to me with allstages of this
project.I would also like to thank the supporting staff for their help and
cooperationthroughout our project.
Shrawan kumar singh

TABLE OF CONTENTS
CHAPTER :1
Objective of the study
Corporate profile of the company
Mission and vision

CHAPTER :2
Research Methodology
Sample size

CHAPTER :3
Data analysis
Findings

CHAPTER :4

SWOT Analysis
Limitations
Suggestions
Recommendations
Conclusion
Bibliography

CHAPTER :1

OBJECTIVES OF THE STUDY

This project is based on the study of sales promotion with reference koutons.
These are To study the customer preferences about these brands.
To study the customer satisfaction level with these brands.
To study the effect of discounted in sales.
To analyses the sales level & profit discounted apparel brands in long term.

INTRODUCTION TO THE ORGNIZATION

(Koutons retails India ltd.)
Koutons Retail India Ltd. is the leading retailer of readymade and fashion wear brand
in the country today. With more than 1400 outlets across India, it has a wide
range of a p p a r e l d e s i g n s s u i t e d f o r a l l s e g m e n t s i n c l u d i n g
c o r p o r a t e , f o r m a l a n d c a s u a l dressings. Koutons aptly creates the
c o n d u c iv e e n v ir o n m e n t f o r a f a m i l y o ut i ng , making family shopping the best
experience at an affordable price - all at one place. Koutons was born in 1991 as
Charlie Creations and are now Koutons Retail India Ltd.Koutons started primarily as
a denim brand but are today manufacturing and selling complete men, women
and kids wardrobe under the brand name Koutons, Les Demeans Koutons Junior
respectively. Another brand from the stable of Koutons is Charlie O u t l a w,
wh i c h c a t e r s t o t h e t e e n s o f t h e c ou n t r y wi t h a p p ar e l s i n c l u d i n g j e a n s ,
T-shirts, jackets etc. Koutons Brand is catering to the Upper & Upper Middle
Class of Society with a vast target age group between 18-60 years." Val ue f o r
M o n e y a n d H i g h o n F a s h i o n " b e i n g t h e ir U S P, K o u t on s ha s g iv en
t h e brand an extension delving into specific consumer segments. The
garments are made keeping in view the overall need of the niche market and
the basic/fashion demand of keeping in view the overall need of the niche
market and the basic/fashion demand of t h e I n d i a n m a s s e s . O ur pr o du c t
r a ng e a l so c a t e r s t o t h e t a s t e s o f a l l s e g m e n t s . O u r I n d i an m a s s e s .
O u r p r o d u c t r a n g e a l s o c a t e r s t o t h e t a s t e s o f a l l s e g m e n t s . O ur Brand
is placed as the most dynamic brand of India. Brand is placed as the most dynamic
brandof India.

MANAGEMENT
Mr. D.P.S Kohli, Chairman, Koutons Retail is one of the founding pillar of
Koutons.
He
heads
Marketing,
Finance,
Information
Technology,
Administration and HumanResource.M r.K o h l i h a d a v i s io n of pr o v i d i n g
f a s h i o n a t a n a f fo r d a b l e p r i c e . Th i s v i s i o n h a s t a k e n K o u t o n s f r o m a
relatively small beginning to a dominant player in the menswear
branded garments. He is a remarkable leader who can visualize
a n o p p o r t u n i t y a n d i m p l e m e n t i t e f fi c i e n t l y wh i c h h a s r e s u l t ed i n t h e
s u c c e s s o f t h e brand.
I n 1 9 9 7 , M r. K o h l i la u n c h e d K o u t o n s wi t h a f o c u s o n c o m p l e t e m e a n s
wa r d r o b e . Understanding the consumer behaviour, he decided to create his
own brand outlets. He designed a franchise e model that turns small business
men into entrepreneurs. He realized the potential of the domestic market and
worked hard for a win-win relation between the company and his franchisees.

B.S. Sawhney
(Managing Director)
The other founding promoter of the company, he looks after Sampling, Merchandsing,
Sourcing and Sales. He is instrumental in company's growth.

G.S. Sawhney
(Deputy Managing Director)
The youngest of the company, he looks after the Warehouse, Logistics, and
Production and Personnel. He is instrumental in making the growth of the
company possible.

Mission and Vision

Vision
To emerge as the most profitable retailer in India by being the most efficient
To provide contemporary fashion at affordable prices.
To cut away all areas of distribution and value chain that does not
benefit the consumer.
Mission
We aim to lead through innovation & improve through introspection to
serve our customers and stakeholders equally and become an efficient
and low cost operator with a commitment to quality.
We aim to be world leader yet remain firmly rooted to our local markets.
Mantra

Fashion & Quality @ Affordable Prices

Respect for the customers views
Use our vast experience and insights for improved products.
Stay abreast with international developments
Achieve volume and sale to be globally competitive.

 Growth through leadership.

CHAPTER :2

RESEARCH METHOLOGY
Research methodology is a way to systematically solve the research problem.
when we t a l k o f r e s e a r ch m e t h o d o l og y we n o t o n l y t a l k o f r e s e ar c h
m e t h o d s b u t a l so considers the logic behind the methods we use in the
context of our research studies and explain why we are not using the other
methods so that research result are capable of being evaluated either by the
researcher himself or by others. The purpose of this section is to describe the
methodology carried out to complete thew o r k . T h e m e t h o d o l o g y p l a y s
a d o m i n a n t r o l e i n a n y r e s e a r c h w o r k . T h e effectiveness of
any research work depends upon the correctness and effectiveness of the
research methodology.

DATA COLLECTION
D A TA i s d e f i n e d a s r a w f a c t s t h a t n e e d t o b e p r o c e s s e d s o t h a t
i n f o r m a t i o n i s produced. For achieving useful results it is necessary to
collect accurate data. If the data on which our generalizations are based are
not correct it would be impossible to arrive at accurate and vital conclusions. For
getting the useful results of the research it s v e r y n e c e s s a r y t o c o n s i d e r
m e t h o d s o f c o l l e c t i n g d a t a a n d t h e q u a n t i t y o f information they
be expected to produce.

KINDS OF DATA COLECTIONS

PRIMARY DATA
SECONDARY DATA

Primary data:
Primary data are those, which are collected for a specific purpose directly
from the field of enquiry and thus original in nature. The authorit ies
themselves publish such d a t a s u c h as g o v e r n m e n t ; c i v i l bo d i e s , t r a d e
a s s o c i a t i o n s e t c . a n d t h e y a r e a l s o responsible for their collection.
Individuals such as economists and institutions like banksetc. can collect
primary data for a specific purpose directly from the field of enquiry by
engaging trained investigators. A data which is collected very first time to a
specific purpose not have been use for any other purpose is called primary data.

METHODS OF COLLECTING PRIMARY DATA

QUESTIONNAIRE
SAMPLE
PERSONAL INTERVIEW
SCHEDULES

Secondary data:
S e c o n d a r y d a t a a r e s u c h n u m e r i c a l i n f o r m a t i o n , wh i c h ha v e be e n f o r
a l r e a d y collected by some agency for a specific purpose and are
subsequently compiled from that source for application indifferent connection.

METHODS OF COLLECTING SECONDRY DATA

INTERNET
MAGAZINE
ANY PRIOR REPORT OF THE COMPANY

NEWSPAPER

SAMPLE DESIGN
DATA:
Primary data
RESERCH DESIGN: Exploratory research design
FORMAT OF DESIGN: Questionnaires
SAMPLE SIZE: 100 Employees
AREA:
LUCKNOW
DATA COLLECTION METHOD:Through questionnaires

CHAPTER :3

Data AnalysisAnd Interpretation

GENDER GROUP
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

FEM

14

14.0

14.0

14.0

MAL

86

86.0

86.0

100.0

Total

100

100.0

100.0

Interpretation:
On the basis of above analysis of 100 respondents we find that 14% female
respondents prefer Koutons and 86% male respondents prefer Koutons.

GENDER GROUP * BUYING PATTERN ON KOUTON

Count
BUYING PATTERN ON KOUTON
NO
GENDER GROUP

FEMALE
MAL

Total

YES

Total

10

14

22

64

86

26

74

100

Interpretation:
On the basis of above analysis of 100 respondents

AGE GROUP
Freque Percen Valid

Cumulativ

ncy

Percent

e Percent

Valid 15-25

83

83.0

83.0

83.0

25-35

14

14.0

14.0

97.0

35-45

2.0

2.0

99.0

45 AND

1.0

1.0

100.0

100

100.0 100.0

ABOVE
Total

Interpretation:
On the basis of above analysis of 100 respondents we find that belong Age
group15-25 are 83%,age group 25-35 are 14%,age group 35-45 are 2% and
45 and above 1% people belong in my field survey .

EXPENDITURE ON KOUTONS
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

15,000-25,000

12

12.0

12.0

12.0

25,000-35,000

1.0

1.0

13.0

35,000 AND ABOVE

1.0

1.0

14.0

86

86.0

86.0

100.0

100

100.0

100.0

5,000-15,000
Total

Interpretation:
On the basis of above analysis of 100 respondents we find that 83% people
expenditure on RS 5,000-15,000, 12% people expenditure on RS 15,00025,000, 1% people expenditure on RS 25,000-35,000 and , 1% people
expenditure on RS 35,000 and above money expenditure on koutons .

PERCEPTION OF UQALITY
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

AGREE

60

60.0

60.0

60.0

DISAGREE

25

25.0

25.0

85.0

STRONG AGREE

12

12.0

12.0

97.0

3.0

3.0

100.0

100

100.0

100.0

STRONG DISAGREE
Total

Interpretation:
On the basis of above analysis we observe that out of 100 respondents 60%
respondents rated the quality of Godrej furniture as agree,25% respondents rated the
quality as disagree, 12% respondents rated the quality as strong agree , while 3%
respondents rated the quality of koutons as disagree.

CHOOSE WEAR STYLE

Cumulative
Frequency
Valid

FORMAL

Percent

Valid Percent

Percent

43

43.0

43.0

43.0

HOUSEHOLD

1.0

1.0

44.0

KIDS

1.0

1.0

45.0

PARTY

12

12.0

12.0

57.0

REGULAR

43

43.0

43.0

100.0

100

100.0

100.0

Total

Interpret
ation:
On the basis of above analysis of 100 respondents we find that 43% people prefer
formal wear&1% prefer household and kids wear whereas 12% respondents prefer
party wear& 43% prefer regular wear of koutons.

BUYING PATTERN ON KOUTON

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

NO

26

26.0

26.0

26.0

YES

74

74.0

74.0

100.0

Total

100

100.0

100.0

Interpretatio
n:
On the basis of above analysis of 100 respondents we find that 74%
respondents prefer koutons & 26%respondents not prefer koutons .

KOUTONS EXPRESS STYLE

Cumulative
Frequency
Valid

AGREE

Percent

Valid Percent

Percent

67

67.0

67.0

67.0

DISAGREE

6.0

6.0

73.0

STRONG AGREE

8.0

8.0

81.0

19

19.0

19.0

100.0

100

100.0

100.0

STRONG DISAGREE
Total

Interpretation:
On the basis of above analysis we observe that out of 100 respondents 67%
respondents rated the cloth express style of koutons as agree,6% respondents rated
the cloth express style of koutons as disagree, 8% respondents rated the cloth express
style of koutons as strong agree , while 19% respondents rated the cloth express style
of koutons as strong disagree.

KOUTON PROVIDE GOOD SEVICE

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

AGREE

54

54.0

54.0

54.0

DISAGREE

16

16.0

16.0

70.0

STRONG AGREE

16

16.0

16.0

86.0

STRONG DISAGREE

14

14.0

14.0

100.0

100

100.0

100.0

Total

Interpret
ations
On the basis of analysis we observe that out of 100 respondents 54%
respondents are agree with the service policy of koutons,16% respondents
are disagree towards the service policy of koutons, 16% respondents turned
strong agree towards the service policy of koutons, whereas
14%respondents are strong disagree with the service policy of koutons.

KOUTON PRODUCT IS EASILY AVAILABLE

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

AGREE

63

63.0

63.0

63.0

DISAGREE

11

11.0

11.0

74.0

STRONG AGREE

12

12.0

12.0

86.0

STRONG DISAGREE

14

14.0

14.0

100.0

100

100.0

100.0

Total

Interpretations
On the basis of conclusion drawn from the analysis of 100 respondents we
find that out of 100 respondents 63% respondents agree and said that they
easily find ofkouton according to their own choice, while 11%
respondentsdisagree get things of their own choice and 12% respondents

strong agree, while 14%respondents strong disagree and said that they not
easily find of kouton according to their own choice.

KOUTON PRICE RANGE ISAFFORDABLE

Cumulative
Frequency
Valid

AGREE

Percent

Valid Percent

Percent

61

61.0

61.0

61.0

8.0

8.0

69.0

STRONG AGREE

12

12.0

12.0

81.0

STRONG DISAGREE

19

19.0

19.0

100.0

100

100.0

100.0

DISAGREE

Total

Interpret
ation :
On the basis of the analysis on 100 respondents we find that 61% respondents agree
with kouton price range, 8% respondents disagree, 12% strong agree, while 19%
respondents who are strong disagree with kouton price range.

I ALWAYS GET WHAT I WANT KOUTON

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

AGREE

46

46.0

46.0

46.0

DISAGREE

31

31.0

31.0

77.0

9.0

9.0

86.0

14

14.0

14.0

100.0

100

100.0

100.0

STRONG AGREE
STRONG DISAGREE
Total

Interpret
ation:
On the basis of analysis through 100 respondents we find that 46% respondents agree
andalways want to get kouton, 31% respondents disagree, 9% respondents strong
agree, while 14%respondents strong disagreeandalways not want to get kouton.

FEEL OFFER SALE

Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

NO

42

42.0

42.0

42.0

YES

58

58.0

58.0

100.0

Total

100

100.0

100.0

Interpret
ation
On the basis of analysis we find that out of 100 respondents 58%
respondents said that discount factor plays a vital role in purchase
of koutons. While 42% respondents said that they do not gave
weightage to discount factor while purchasing.

USING TIME(YEAR)
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

0-1 YEAR

16

16.0

16.0

16.0

1-2 YEAR

20

20.0

20.0

36.0

2-4 YEAR

20

20.0

20.0

56.0

ABOVE 4 YEAR

20

20.0

20.0

76.0

NILL

24

24.0

24.0

100.0

Total

100

100.0

100.0

Interpretation:
On the basis of above analysis we observe that out of 100 respondents 16%
respondents using kouton 0-1 year,20% respondents using kouton 1-2 year,20%
respondents using kouton 2-4 and above 4 year,while24% respondentsdo notknow the
kouton so,24%respondents not use of koutons.
.

FINDINGS :
It is being observed that merely 74% of the total population residing in Lucknow
area is aware from koutons.
Through the study we came to know that the people more prefer kouton and regular
wear cloth.
Through observation it is observed that the price plays a significant role among the
consumers buying behavior.
The study clearly revealed that the consumers have always a goo preference
towards the brand since they seek reliability in it.
It was also observed through the study that the discount factor plays a vital role in
the purchasing behavior of the customers.
The study also revealed that most of the customer approximately 58% of the total
population seeks sales discounts an important factor in purchasing the furniture.
Through the study it is being observed that the customers tastes& wants are
dynamic thus design plays a vital factor in customer purchasing behavior.
Majority of the population nearly 60% of the total respondents seeks the quality of
koutons as good.
The service policy of koutons is good and majority of population seeks service
koutons as agree.

CHAPTER :4
SWOT Analysis:
STRENGTH:

The strength of kouton is its brand name.

It prevent the misuse of the resources, it also prohibits data theft.
Most of the koutons cloths are compatible to different cloth.
Most of the koutons proved to be much qualitys compared to other readymade
garments.

WEAKNESS:
High initial cost.
Poor after sales services
Labour problem in distribution.
Unskilled labours.
Information system of company needs improvement.

OPPORTUNITY:
Good rural market.
Direction distribution.
Maintain its market share.

 It should engage in continuous product development and introduction of new

flavors.

THREATS:

The main competitors to koutons is new style due to there low initial cost and
excellent after sales service.
In todays world customer want products according to their needs and at quick
delivery, koutons has to pay attention to this point.
Intense competition with each other.
Illegal distribution done by some distributors.
Counter attacks on advertisements may spoil its reputation.

RECOMMENDATIONS
First and foremost things are that, whatever the policy is going to be formulated it
should not be same for all the areas. Different policies should be framed and
implemented at different areas by looking and keeping various variables in the
mind like buying habits, preferences, education level financial position of that
particular area and standard if living etc.
Rural market being a very potential segment needs very quick and prompt efforts
to be taken to capture this high volume market.
Many retailers complained regarding irregularly in visit by the executives. They
also said that executive give very bad response to their complaints. It is
necessary that executive should make frequent visit to cover each outlet and try
to provide them best

LIMITATIONS
Although I makes an every efforts to present an idle report of my survey but then also
there are few limitation which makes my report a less reliable then the ideal one.
Therefore it is necessary to conclude few limitation of my study, these are listed below: Data are the response of the respondent, therefore the data is fully depend over
the nature, mood and the moment at which the respondent is responding to the
questionnaire, which has its own limitation.
Few of the places the non-cooperation from the side of the respondent is also
been observed.
As the study is conducted mainly in apartment and home, therefore data is
limited.
Lack of previous research experience.
Lack of time and money. As time given for the survey is too short, so all important
information are not gathered up to date.
Climatic conditions in Lucknow also hinder my research.

SUGGESTION
On the basis of the survey done by me following are the some of the points that could
be suggested to the dealer of the company so as to increase the sales of the products.

On time delivery of the products is the important area that is to be focused on.

Brand name of the koutons is very well known and is associated with quality thus
this has to be maintained in all spheres of the selling and marketing.

Another suggestion would be that koutons should also encourage direct selling a
part from depending fully on dealers.

There could be some changes in the products of koutons according to consumer

needs and purchasing power of consumer.

There may be improvement in the after sales services of the koutons products.

CONCLUSION
During the course of the field survey report, I came across face to face with the actual
ground level realities of the market of the products of koutons.
While adopting the survey methodology, it was handy to amalgamate the interview
method of survey too. After interacting with several authorities, there were certain faces
that came out very strongly, and certain things remained subtle, but were potent
enough to show case their presence.
One thing that stood out was that the market has segmentations with varying market
share for each company in the market.
Koutons clearly stood out as the market leader as far as readymade garments was
concerned. Through there could be many reasons to it, some which stood out to me
are as follows.
First and foremost, I think that the fact that koutons succeeded in penetrating the
market before any other company could, proceed very potent in the company favor.
Another reason is probably their low initial cost. One unit of readymade garments from
koutons costs much less than its competitors, though the price war is catching up.
It is always easy to convince customer to by a product if the initial cost of the product is
low. This entices the customer to take a decision in favor of the company.
Analyzing further, individual units of readymade garments can be highly personalized,
just the way work is done in Lucknow.

BIBLIOGRAPHY:
Books and journals:
Marketing Management

(Written by Philip Kotler)

Principles of Marketing

(Written by C. B. Gupta)

Research Methodology

(Written by C. R. Kothari andKotler)

Websites:
www.google.com
www.koutons.com
www.researchmethodology.com

QUESTIONNAIRE
Study of sales promotion in readymade garments with special reference to Koutons
Q1.what is your
name.................................................................................................................................................
.......
Q2.Email..,M
ob No..
Q3.what is your age?.
A15-25
B 25-35
C35-45
D 45 and above
Q4. What is gender?.
AMale
BFemale
Q5.Do you buy brand apparael?
Yes
No
Q6. Name few brands that you know and that you buy.

Q7.Are you salaried?.

yes
No
Q8.Yearly expenditure on cloths only Koutons.
A5,000-15,000
B15,000 -25,000
C 25,000 -35,000
D35,000 and above

Q9. Do you buy koutons product ?

Yes

NO
If No, specify
reason

Q10. You shop@koutons mainly for (given your choice of performance).

A Kids wear
B Formal wear
C Regular
D Party wear
Q11. How long have you been using this brand?
A 0-1 years
B 1- 2 years
C 2-4 years
D above 4 years
Q.12: Your view point
Statements
Strongly ag Agree
Disagree
Strongly Disag
ree
ree
KOUTONS cloth express my style
KOUTONS is a Quality brand
KOUTONS price range is
affordable
KOUTONS product is easily
available
I always get what I
want@KOUTONS
KOUTONS provide good service
Do KOUTONS offers attract me
Q.13: What do you feel about KOUTONS product Quality?
A Excellent
C Poor
B Good
D Very poor
Q.14: What is your opinion about KOUTONS repositioning its outlets to family stores?
A Excellent idea
B Ok
C Not at all, a good idea
D I have no idea
Q.15: Do you Feel KOUTONS should continue with offer sale throughout the year?
Yes
No
Q16.What do you suggest to improve KOUTONS?

Q.17.Are the KOUTON Product costly ?

YES
NO
Q.18: What is the price range, you shop in other brands?
A Below 10,000
B 10,000 to 20,000
C 20,000 to 40,000
D Above 40,000