CHAPTER-1

INTRODUCTION

1
1.1 INTRODUCTION

Consumer behavior is a study of why people buy. It is the behavior of the

consumers at the time of buying or using goods or services. In the words of Walters and
Paul “consumer behavior is the process whereby individual decide, what, when, where
how and form whom to purchase goods and services”. Thus, consumer behavior is the
study of how people buy, what they buy, when they buy, and why they buy products or
services. In short, consumer behavior means the process as to how consumers make their
purchase decision to meet their needs. It comprises both mental and physical activities of
a consumer. An individual buying behavior is influenced by internal factors such as
needs, habits, attitude, motives etc... And also external or environmental factors like
family, social groups, culture, status, economic, and business conditions etc.

In present scenario, purchase behavior of consumer is different form one consumer to

another consume due to their change in personal, culture, social, environmental factors.
These factors influence the consumers while purchasing the garments. Due to the
influence of technology like print and TV media advertisement, the behavior of
consumers in India with respect to purchasing pattern of cloth products is dramatically
changing. Consumers are so concerned on price and then quality while purchasing the
garments.

Consumer behavior is one of the stimulating and challenging areas. In marketing

studies being a human activity focused on the purchasing, consuming and using of the
products and services. Understanding the behavior of consumer is a great challenge. It
involves the psychological process that consumers got through in recognizing needs,
finding ways to solve those needs, making purchase decisions. Interpret information,
make plans, and implement those plans by engaging in comparison shopping or actually
purchasing a product.

2
 The present paper highlights the determinants of consumer behavior regarding
buying decision making and develop a model to understand their relationship. Consumer
behavior. Today consumer’s taste and preferences are ever changing. Study of consumer
behavior gives information regarding colour, design, size etc… consumers expect that
organization should provide quality products at reasonable prices.

3
1.2 STATEMENT OF THE PROBLEM

Consumer behavior is the study of how individual customers, groups or

organization select, buy, use and dispose ideas, goods and services to satisfy their
needs and wants. It refers the action of the consumers in the marketplace and the
underline motives for those actions. Consumer behavior is a complex, dynamic
and multi-dimensional process. All marketing decisions are based on assumptions
about consumer behavior. Thus the research has chosen the title consumer
behavior towards handloom products of Wayanad handloom society ltd to
understand the satisfaction level of consumers and how the factors influence the
consumer’s purchase decision..

1.3 SIGNIFICANCE OF THE STUDY

The modern marketing concept to give a realistic implementation to this concept,

a study of consumer behavior is imperative. More specifically, a study of
consumer behavior is a must for developing an ideal marketing-mix; which is the
cornerstone of the concept of marketing. It is, in fact very true to state that unless
the marketer knows what consumers buy and why; it is not possible to design and
implement a successful scheme of marketing mix to, beat the completive
elements. Today consumers taste and preferences are ever changing. The present
paper highlights the determinants of consumer behavior regarding buying
decision making and develop a model to understand their relationship.

1.4 SCOPE OF THE STUDY

According to an organization or institution consumer behavior plays an important

role. Consumer behavior means the process as to how consumers make their
purchase decision to meet their needs. The scope of the study is limited to
consumers of Wayanad Handloom products of Wayanad district. This study is
conducted to get a clear picture about the consumer behavior towards Wayanad
Handloom.

4
1.5 OBJECTIVE OF THE STUDY

 To Study the consumer behavior towards Handloom products

 To know the satisfaction level of consumers of Handloom society.
 To identify the factors affecting purchase decisions.
 To identify the different products offered by the Handloom society.

1.6 RESEARCH METHODOLOGY

Research is an art of scientific investigation. It is a way to systematically
solve the research problem. A research methodology defines the activities of
research is, how to proceed, how to measure progress, and what constitute
success.
1.6.1 RESEARCH DESIGN
The present study follows descriptive research design, which can be defined
as a fact-finding investigation. Descriptive research is a study designed to depict
the participants in an accurate way..here data is often quantitative and statistics
are applied.
1.6.2 SOURCES OF DATA
Both primary and secondary data were collected and used for the study.

PRIMARY DATA
Primary data also called as first hand data contains information that has been
connected specifically for the purpose of investigation at hand. The total sample
consists of 50 consumers who are in Wayanad District. The data required for this
study was mostly collected directly from the consumers of Wayanad handloom
through a questionnaire.

SECONDARY DATA

Secondary data are those data collected by the investigator indirectly.

Secondary data for this study where obtained from offices records, journals,
websites, annual reports.

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1.6.3 SAMPLING DESIGN

SAMPLE SIZE

Sampling sizes of 50 consumers who are located in Wayanad district are

selecting for this study.
SAMPLING METHOD
For selecting the sample for the study convenience sampling method is used.
TOOLS FOR DATA ANALYSIS
It is used to find out simple percentage will help us to make easy comparison
between two or more attribute.

1.7 PERIOD OF STUDY

Duration of my project “A study on consumer behavior towards handloom

products with special reference to Wayanad handloom Powerloom co-op society
ltd” was 21 days.

1.8 LIMITATIONS OF THE STUDY

 The observations are recorded on the basis of expressed responses of the

sample.
 All the consumer satisfaction parameters are not considered
 The sample size is limited to 50 respondents only.
 Lack of cooperation from the respondents.

1.9 CHAPTERIZATION

6
Chapter 1- Introduction

Chapter 2- review of literature

Chapter 3- Conceptual framework

Chapter 4- Data analysis and interpretation

Chapter 5- Findings, Suggestions, and Conclusion

7
 CHAPTER 2

REVIEW OF LITERETURE

REVIEW OF LITERETURE

8
Boyd, Harper, W.Jr and Kapoor M.C., discussed in their "Consumer Product Research
an Overview"9, the significance of data by introducing new product, to effect the
acceptability of new product on profit potential.

Boyd, Harper, W.Jrand Kapoor, M.C. in "Retail Trade in India: Contract Chains:
Opportunity for Innovations", 5 argued the dependence of developing economy on
efficient production, distribution and changing static retail structure in India. An
emphasis on contract chains prevailing in developed countries were put forth, to simplify
the wholesaler and retailer function, Which would help in reducing costs, lowering
prices, besides providing advantages to the retailers without hurting their interest.

Durable Consumer Goods’ 2 monthly commentaries on Indian economic condition. 1.

(II) various consumer goods are studied to conclude, that rising income, urbanization, and
education are having a great impact on the Indian consumption pattern and the growing
component of discretionary expenditure in urban area is becoming increasingly evident."

Issar Renee, presented a clear picture of dissatisfaction, prevailing in middle class for the
prices charged and services rendered for essential goods of inferior quality, in "Wanted
Vigorous Consumer Resistance" initiating the series on “From the Consumers End ".4

John Quelch in his paper titled “Cheers to the American Consumer”9Ssaid about the
willingness by American consumers to adopt new products, processes, and services more
rapidly than those in other countries may be the most important enabler of
entrepreneurship and innovation in .America. The key concepts include:

Lathif T.A.A. in "Trends in Marketing and Advertising Management"6 highlighting the

importance of marketing says marketing should have priority, in management decision
and be a major element for all production and manufacturing function.

Lee Adler in his "Symbiotic Marketing"7 concluded that symbiotic marketing, increases
competition, rate of innovation, providing new opportunities to organizations.

9
Maddappa probed into role of male and female in purchase decision process in his
thesis "Dimension of Male - Female Role In The Process Of Purchase Decisions for
Consumer Goods".12

Mahajan in “Inter Regional Homogeneity of Consumer Behaviors in India"11 studied

the differences in consumer behavior in rural and urban areas.

Mary j. Benner and Mary Tripsas in their paper titled “the influence of prior industry
affiliation on framing in nascent industries, the evolution of digital cameras”97 explored
what factors influence a firm's initial introduction of product features during the budding
stage of a product market, and how the process of convergence on a standard set of
features unfolds

Mehatha and Parsuram probed into the "Impact of Price and Brand Name on
Consumer Choice".13

Mehatha S.C. in "Fashion Adoption Behaviors of College Girls: Implications for

Marketing Communication", 10 surveyed hundred college girls in Ahmadabad to
categorize them as fashionable (65 per cent) and non fashionable (30 per cent).

Mehatha S.P. in his "Purchasing Function in Indian Industry"17 presents purchase as

management function in Indian industry.

Monga in his "Rural Marketing Planning and Strategy"14, observed performance of high
income segment in the rural area, in terms of agriculture inputs and consumer goods.

Quarterly Economic Review December the Changing Pattern of Indian

Consumption (1948-1957)", 1 (a study of changing living standards), influence of per-
capita income on consumer durable has been established

10
Ramanand in his "Product Strategy and Rural Marketing"15 provided insight into
various product strategies to the employed in rural part.

Ramaswamy in his "Mass Communication for Marketing"16, dealt with the nuances of
communication with reference to rural part.

Roy Y.J. Chua of Harvard Business School and Xi Zou of London Business School
discussed how luxury influences individuals in their paper “The 'Luxury Prime': How
Luxury Changes People”96, Findings of the study are summarized as what effect does
luxury have on human cognition and decision making? According to new research, there
seems to be a link between luxury and self interest, an insight that may help curb
corporate excesses. The key concepts include: People who were made to think about
luxury before a decision-making task were more likely to endorse self-interested
decisions that might potentially harm others. Although luxury does not necessarily induce
people to harm others, it may cause them to be less considerate. Limiting corporate
excesses and luxuries might be a step toward getting executives to behave more
responsibly toward society.

The study "Consumer Survey"8, for textiles in Rourkela, conducted by the textile
committee, observed the relationship between socio economic levels and possession of
different garments by men, women and children, and patterns of purchase. The same
committee a’ so observed, consumer preference for textile, frequency of consumer
purchases, shopping facilities, and opinion of consumer and retailer regarding the
availability and marketing facilities of textiles in rural areas.

Verma J.K. in "Why Marketing Research"3 highlighted the importance of Marketing

Research in reducing the gap between producer and consumer.
REFERENCES:-

11
1. Boyd Harper.W. and Kapoor, Research; An Overview" Indian September-
October, 1969. Harvard Business Review, Commerce (Market Research M.C.,
"Consumer Product Management, Vol. 3(5).
2. Boyd. Harper W. Jr. and kapoor. M.C., "Retail trade in India; Contract Chains
Opportunity for Innovation," Commerce, Vol. 110 (2805) 6 February 1965. Pp
206,207.
3. "Durable Consumer Goods". Monthly Commentary on Indian Economic
Conditions, Vol, (11), 1968.
4. Issar Renee. "Wanted Vigorous Consumer Resistance", Monthly Commentary on
Indian Economic Conditions, 4 November, 1963.
5. John Quelch Cheers to the American Consumer, April 6, 2009
6. Lathif T.A.A., "Trends In Marketing And Advertising Managemenent", Indian
Management Vol. 5(1). January-February, 1996.
7. Lee Adler, “symbiotic marketing”. Harvard business review, November-
December 1966.
8. Maddapa P. (1971) "Dimensions Of Male-Female Role In The Process Of
Purchase Decisions For Management 10(5). Consumer Goods" Indian
management 10(5).
9. Mahajan M.P. (1971) "International Homogeneity of Consumer Behaviors in
India", Arth Vignana 13(1) p.p 1-37.
10. Mary j. Benner and Mary Tripsas, “the influence of prior industry affiliation on framing
in nascent industries, the evolution of digital cameras”, August 11,2010
11. Mehta S.C., "Fashion Adoption Behaviors Of College Girls: Implications for
marketing communications".TheEconomic Times, Bombay, October 26.
12. Mehta S.C. Parasuraman A. (1972), "Impact Of Price, Brand on Consumer
Choice – An Experimental March 21 and 22. study", Economic Times
13. Monga J.B. (1972) "Rural Marketing Indian Journal of Marketing, Planning and
Strategy, vol 2, No.5 pp 4-9.
14. The Changing Pattern of Indian Consumption (1948-1957); (A study of change in
living standards", Quarterly Economic Review, December, 1958.

12
15. Ramanand V.S. (1972), "Product Strategy and Rural Marketing”. Indian Journal
of Marketing, Vol 2, No.5. pp 22-25.
16. Ramaswamy (1972), "Mass Communication for Rural Marketing”, Indian Journal
of Marketing, vol 2, No.5 pp 26-31.
17. Roy Y.J. Chua and Xi Zou of “The 'Luxury Prime': How Luxury Changes People”
February 1,2010
18. Government of India ministry of commerce (market of research division of Texile
committee Bombay.
19. Verma, J.K., "Why Marketing Research?". Indian Management 2(6) November
December, 1963,

13
 CHAPTER - 3

INDUSTRIAL AND COMPANY PROFILE

14
3.1 INDUSTRY PROFILE

The Handloom industry mainly exports fabrics, bed lined, toilet and kitchen linen,
towels, curtains, cushions, and pads tapestries and upholsteries, carpets and floor
coverings, etc… The Handloom industry was adopted various measures and techniques to
provide high quality eco-friendly products to the world market.

In the world of Handloom there are Madras checks from Tamilnadu, 1 cut from
Andra and Orissa, lie and due from Gujarat and Rajasthan brocades from Banaral Decca
from West Bengal and Phalkari from Punjab.

In the department of wooden textiles, wooden weavers are so less suitable. The
Kashmiri weavers us known the world over for his pushmina and shabtoosh shawls. The
shawls are unbelievably light and warm.

Soon after independence the govt. put a ceiling on the additional loom installed by
the mills. Another measure adopted by the govt. was to project Handloom and see that
mills produce adequate yarn suitable for Handlooms.

History

India has one of the richest traditions in this creative activity - from Kashmir to
Kanyakumari, Kuchch to Kohima. The weaving device - the loom - has been subject
toconstant hostile threats of being extinguished by the highly mechanized, organized,
machinery-dominated textile industry for over a century and in recent decades, by the
advent of the powerloom. If the handloom has survived, it is because of its highly elastic
range of adaptation in meeting communities needs and in its ability to produce exquisite
fabrics which mills cannot produce in spite of all their sophisticated technologies.

For centuries both the spinning and weaving processes were traditionally carried
out by hand in the home on a cottage industry basis - weaving by men and spinning by
women. Over a period of time to cater to market demand for most fabrics other than
Khadi, the spinning of yarn changed to a machine process. On the basis of this
distinction, handloom fabrics can be broadly categorized in two types;

i. Hand spun, hand woven: Khadi is hand spun woven fabric

15
 ii. Machine spun, hand woven: All other handlooms fall under this category

India's World of Handloom

The handloom industry mainly exports fabrics, bed lines, table lines, toilet and
kitchen lines, towels, curtains, cushions and pads tapestries and upholstery's carpets and
floor coverings etc. The handloom industry was adopted various measures and techniques
to provide high quality eco-friendly products to the world market.

In the world of handloom there are Madras checks from Tamil Nadu, 1 cuts from
Andhra and Orissa, Lie and Dye from Gujarat and Rajasthan brocades from Binaural
Ducati from West Bengal and Phalkari from Punjab.

In the department of wooden textiles wooden weavers are so less subtle. The
Kashmiri weavers in known as the world over for his Pashima and Shabtoosh Shawls.
The shawls are unbelievably light and warm.

The textiles of India are as diverse as its culture. Nearly four million handlooms
are engaged in weaving fabrics of nearly 23 different varieties. The handloom census of
India, undertaken in 1987-88, places the number of handloom textile workers at 65.31
lakh persons, making them the single largest group of artisans in India. Providing direct
and indirect employment to more than 30 lakh weavers, the handloom production is the
largest economic activity second only to agriculture in India. Handlooms contributed
early 23% of the total cloth produced in the country. During the year 1996-97, a total
production of 7,235 million sq. meters of cloth was achieved. The Handloom Act passed
by the parliament in 1985 aims to shield handloom weavers against powerloom and
textile mill operators by reserving certain textile articles (presently eleven in number) for
exclusive production by handlooms.

Handloom

A handloom is a simple machine used for weaving. In a wooden vertical-shaft

looms, the heddles are fixed in place in the shaft. The warp threads pass alternately
through a heddle, and through a space between the heddles (the shed), so that raising the

16
shaft raises half the threads (those passing through the heddles), and lowering the shaft
lowers the same threads - the threads passing through the spaces between the heddles
remain the space.

Powerlooms

Edmund Cart Wright build and patented a powerloom in 1785, and it was adopted
by the Nascent cotton industry in England. This silk loom made by Jacques Vacanson in
1745 operated on the same principles. But wasn't developed further. The invention of the
flying shuttle by John Key was critical to the development of a commercially successful
powerloom machine. Cartwright's loom was impractical but the ideas were developed by
numerous inventors in the Manchster area in England, where by 1818 there were 32
factories containing 5732 looms.

17
3.2 COMPANY PROFILE

Wayanad Handloom Powerloom and Multipurpose Industrial Co-Operative

Society Ltd. and overview.

The Wayanad Handloom Powerloom and Multipurpose Industrial Co-operative

Society Ltd. were established on 17-5-99, promoted by govt. of Kerala. The Kerala State
Co-operative Textile Federation Limited TEXTFED authorized to implement the project
through the Wayanad Handloom Powerloom and Multipurpose Co-operative Society Ltd
is an implementing agency as govt. related funds to the company to through TEXTFED.
The main production of powerloom is cotton cloth.

Under TEXTFED 4 weaving industries were established throughout the state at

the following centers integrated Powerloom societies under the membership TEXTFED.

1. Kottayam Integrated Powerloom Industrial Co-operative Society Limited;

Amayanoor, Kottayam.

2. Calicut Integrated Powerloom Co-operative Society Limited, Calicut.

3. Neyyattinkara Taluk Integrated Powerloom Industrial Co-operative Society

Limited; Uchakkada, Neyyattinkara, Trivandrum.

4. Wayanad Handloom Powerloom and Multipurpose Co-operative Society Limited;

Thrissileri Wayanad.

Mission

o To provide quality cloths at a cheap rate to the market.

o To provide employment opportunities to the people who are specialized such jobs.

o To capture major share on the market engaged in sale of cloths.

18
 o To provide the cloths at the right time and right place to the customers.

o To encourage more people to come in to this field.

o To enhance the production and the plant capacity of the company.

o To attract more customers into this field.

o To provide quality product with low price to the customers.

Vision

o To with stand competition from the private sector enterprises.

o To introduce new and sophisticated machinery to enhance production, thereby

reduce the expenses on repair.

o To enhance the efficiency and more sale of employees by implementing

employees friendly atmosphere within the organisation.

o To eliminated corruption on the office there by attracting more dealers on the

field.

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Co-operative Society

A Co-operative Society is essential and is an association of person who joint

together for the purpose of the common economic interest. The society operatives jointly
by its members have a common good they achieve it by natural help and trust. The co-
operative movement giving a fill up to develop in the district.

Mananthavady tribal plantation co-operative limited [Priyadarsini Tea Estate]

which is engaged in tea production and marketing. South Wayanad joint forming co-
operative society [Suganthagiri Cardamom Project] and Wayanad coffee marketing co-
operative society are these successful institutions in the co-operative sector in the district.

The International Labour Organisation define a co-operative society as “an

association of persons usually a limited means, who voluntarily together to achieve to
common economic and through the formulation of democratically controlled business
organisation making equitable contribution to the capital required and accepting a fair
share risks and benefit of the undertaking”

20
Plan Layout

Graphic representation of plan layout;

Factory Handloom

Medical

Canteen

House cum workshop

Library

Residential appartment
Factory Powerloom

Factory Road

Store Administrative Block

Training
Centre
Consumer Store

Mananthavady – Anappara Road

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Location

This industry is located at Thrissileri, a village of Mananthavady in Wayanad.

This industry could attain its objective easily through the section of the location because
of large number of tribal is living in this location. Nearest town in the industry in
Mananthavady. The industry is located at the distance of about 10 kilometers.

Machinery

Four types of machineries are installed on the plant. There are as follows;

1. Hunk to cone winding

2. Cone to pirn winding

3. Warping machine

4. Weaving machine

Premises

The society on land of 13.4 acres. The building of powerloom and women service
centers is located at 3 acres of land. The house come work shed of handloom unit and
residential house constructed for rehabilitation of the tribal families are located at 7.5
acres of developed land.

House Cum Work shed

House cum work shed for handloom unit. The house cum work has the following
amenities;

Department Area occupied unit No of unit Total area

1. Powerloom 10’th 100 1000m2

Warping &
2. 500’th 1 500m2
Winding

3. Stores 150’th 1 150m2

TOTAL 1650m2

22
 There are 54 houses cum work shed on the handloom sectors. Each houses
provided with 2 handloom give employment to the female members of the houses are
employed in the common service centers.

Residential Houses

There are 20 houses, each have an area of 36mz for providing housing facility to
the tribal families employed in the company out of the 20 house, 15 houses allotted to the
owned mothers.

Telephone Booth

There is a common Telephone Booth, which can used by the employees.

Warehouses

Separate building for storage of raw materials, finished Separate building for
storage of raw materials goods, consumable goods, etc...

Medical & Reading Rooms

Medical inspection ensures the health of employee. Reading room is also

provided to employees, Books, Margin, Newspapers, etc… are also available in this
building.

Building for Training

For improving the skills of the employees regular training is given to them in a
specially arranged building.

23
Product Line

The company mainly produces the cotton cloth in such as shirting and suiting.
Also company produces polyesters cloths according to the order. Company gets in main
types of products are;

o Shirting

o Suiting – uniform cloth

o Dhotis

o Double dhoties

o Thorth

o Curtain cloth

o Table sheet

o Mosquito net

24
ORGANIZATIONAL HIERARCHY

It means formal structure of the organisation in which different persons are placed
or postal according to their authorized and responsibility.

The following chart shows the organisation hierarchy of the company.

BOARD OF DIRECTORS

PRESIDENT

SECRETARY

ACCOUNT CLERK PRODUCTION MARKETING

MANAGER MANAGER

SUPERVISOR ASSISTANT
MANAGER

JOBBER/ FIELD OFFICER

MACHINES

WORKER

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It includes 13 members;

Nominal Members

1. A nominated member by Wayanad district panchayath.

2. A member nominated by the govt. from SC/ST govt. agency.

3. Chairman or managing directors by Kerala state co-operative federation limited.

4. General Manager by district industries Centre.

Elected Members

No. Name Post

1. Sri. P.J. Antony President

2. Smt. Rugmini Subramanyan Vice President

3. Sri. Gopalakrishnan Director

4. Sri P.K. Suresh Director

5. Smt. Ammini K Director

6. Sri T.K. Ayyappan Director

7. Smt. V.K Sulojana Director

8. Sri. Vasu Director

9. Smt. A.V. Suseela Director

One president and vice president should be elected. The duration of this elected person is
5 years. The board of directors conducts a meeting at least once in a month. If the board
conducted the meeting more than 20 times, no sitting for the additional days. The other
members should elect a chairman for the meeting. The quorum of the meeting is 7.

26
 CHAPTER 4
DATA ANALYSIS AND INTERPRETATION

27
 DATA ANALYSIS AND INTERPERTATION

TABLE 4.1

AGE CLASSIFICATION

AGE NO. OF RESPONDENTS PERCENTAGE

BELOW 20 0 0
20-30 3 6
30-40 10 20
40-50 24 48
ABOVE 50 13 26
TOTAL 50 100
SOURCE OF DATA
CHART 4.1

AGE WISE CLASSIFICATION

47%
50

40
27%
percentage

30 20%

20
6%
10 0%

0
BELOW 20 20-30 30-40 40-50 ABOVE 50
age

INTERPRETATION: From the above graph it is found that 47% respondents are
the age group of 40-50, 27% are belonging to above 50 years, 20% of respondents are in
between 30-40, and they remain 6% respondents are in between 20-30. Through this
analysis, it is clear that there is no one belonging to the age group of below 20.

28
 TABLE 4.2

GENDER WISE CLASSIFICATION

GENDER NO OF RESPONDENTS PERCENTAGE

MALE 30 60
FEMALE 20 40
TOTAL 50 100
SOURCE: PRIMARY DATA

CHART 4.2

GENDER WISE CLASSIFICATION

FEMALE
40%

MALE
60%

INTERPRETATION: the above chart show that 60% are male customers and 40%
are female customers. Through this analysis, it is clear that the majority of the customers
are male.

29
 TABLE NO 4.3

OCCUPATION

OCCUPATION NO OF RESPONDENTS PERCENTAGE

STUDENT 4 8
EMPLOYEE 25 50
BUSINESS MAN 5 10
HOUSE WIFE 5 10
OTHERS 11 22
TOTAL 50 100
SOURCE: PRIMARY DATA

CHART 4.3

OCCUPATION

50
40
PERSENTAGE

30 50
20
22
10 8 10 10
0
STUDENT EMPLOYEE BUSINESS HOUSE WIFE OTHERS
MAN
OCCUPATION

INTERPRETATION: the occupational background may affect the behavior of the

consumer. Out of 50 respondents, the above graph shows that 50 respondents are
employees, 23% are others including farmers, professional etc... 10% of respondents are
house wives, 10 respondents are business people and the remaining 7% are students.

30
 TABLE 4.4

MONTHLY SALARY

SALARY NO OF RESPONDENTS PERCENTAGE

BELOW 10000 9 18
10000-20000 10 20
20000-30000 11 22
ABOVE 30000 20 40
TOTAL 50 100
SOURCE: PRIMARY DATA

CHART 4.4

MONTHLY SALARY

40
35
30
PERSENTAGE

25
40
20
15 22
18 20
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
SALARY

INTERPRETATION: there are 40% respondents whose monthly salary is more

then 30000, 23% respondents having salary between 20000-30000, 20 respondents
having salary between 10000-20000 and 17% are having salary below 10000. The salary
of buyer determines the purchasing power. The above chart shows that most of the
customers of Wayanad Handloom products are salaried employees.

31
 TABLE 4.5

FREQUENCY OF VISIT

OPINION NO OF RESPONDENTS PERCENTSGE

ONCE IN A WEEK 0 0
ONCE IN A YEAR 12 24
TWICE IN A YEAR 15 30
DURING FESTIVAL 23 46
TIME
TOTAL 50 100
SOURCE: PRIMARY DATA

CHART 4.5

FREQUENCY OF VISIT

40
35
30
PERSENTAGE

25
40
20
15 22
18 20
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
OPINION

INTERPRETATION: the above graph shows there are no customers who visit
Wayanad Handloom society once in a week, 23% of them visit once in a year, 30% of
them visit twice in a year and 47% of customers visit during the festival time.

32
 TABLE NO 4.6

DURABILITY OF USERS

OPINION NO OF RESPONDENTS PERCENTSGE

ONCE IN A WEEK 4 8
ONCE IN A YEAR 9 18
TWICE IN A YEAR 25 50
DURING FESTIVAL 12 24
TIME
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.6

DURABILITY OF USERS

40
35
30
PERCENTAGE

25
40
20
15 22
18 20
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
OPINION

INTERPRETATION: the above graph show that how long the consumers are the
user of Wayanad Handloom product. 50% of respondents are in between 1-5 years, 24%
of respondents have more than 5 year experience, 18% of them have below on year
experience, and 8% of the respondents are the first time users.

33
 TABLE 4.7

CUSTOMERS PREFERENCE

OPINION NO OF PERCENTAGE
RESPONDENTS
STRONGLY AGREE 15 30
AGREE 28 56
NEUTRAL 2 4
DISAGREE 3 6
STRONGLY DISAGREE 2 4
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.7

CUSTOMERS PREFERENCE

40
35
30
PERCENTAGE

25
40
20
15 22
18 20
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
OPINION

INTERPRETATION: most of the respondents (575) agree that customers prefer

handloom products than power loom, 30% strongly agree with it, 7% respondents
disagree with this opinion, 3% of them are strongly disagree and remain 35 neutral the
fact.

34
 TABLE 4.8

CUSTOMERS EXPECTATIONS AND REQUIRMENTS

OPINION NO OF PERCENTAGE
RESPONDENTS
GREATER EXTENT 10 20
ALWAYS 33 66
NEUTRAL 3 6
SOMETIMES 4 8
NEVER 0 0
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.8

CUSTOMERS EXPECTATIONS AND REQUIRMENTS

40
35
30
PERCENTAGE

25 40
20
15 20 22
18
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
OPINION

INTERRETATION: out of 50 respondents, 66% of customers said that Wayanad

Handloom products fulfils their expectation and requirements, 20% of them fulfils them
expectation in greater extent, 7% of respondents having the opinion of sometimes fulfils
their expectations and requirements and 7% neutral the fact.

35
 TABLE 4.9

SOURCE

SOURCE NO OF RESPONDENTS PERCENTAGE

FRIENDS 12 24
RELATIVES 21 42
INTERNET 3 6
NEWS PAPERS 5 10
ADVERTAISEMENT 9 18
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.9

SOURCE

40
35
30
PERCENTAGE

25
40
20
15 22
18 20
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
SOURCE

INTERPRETATION: most of the respondents said that they heard about Wayanad
Handloom society through their relatives 43% and friends 23%, 17% of them heard
through advertisement, 10% through newspapers and remain 7% through internet.

36
 TABLE 4.10

MEDIA OF ADVERTISEMENT

MEDIA NO OF PERCENTAGE
RESPONDENTS
TELEVISION 4 8
NEWS PAPER 5 10
FELX 3 6
EMPORIUM 8 16
EXHIBITION 30 60
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.10

MEDIA OF ADVERTISEMENT

40
35
30
PERCENTAGE

25
40
20
15 22
18 20
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
MEDIA

INTERPRETATION:60% of customers opined that exhibition is the most attracting

media of the WAYANAD HANDLOOMS. 16% feels that that emporium is the best,
10% said that newspaper is the best, 7% opined revision, and another 7% said that flex is
the most attracting one.

37
 TABLE 4.11

SALES MAN SPENT SUFFICIENT TIME

OPINION NO OF RESPONDENTS PERCENTAGE

STRONGLY AGREE 16 32
AGREE 27 54
NEUTRAL 5 10
STRONGLY DISAGREE 2 4
DISAGREE 0 0
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.11

SALESMAN SPENT SUFFICIENT TIME

40
35
30
PERCENTAGE

25
40
20
15
20 22
18
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
OPINION

INTERPRETATION: 54% of customers agree that salesman spend sufficient time

to explain product features, 33% of them strongly agree with this, 10% of customers
neutral the fact, and remain 3% of them are disagree with this opinion.

38
 TABLE 4.12

RESPONSE OF SALESMAN

OPINION NO OF RESPONDENTS PERCENTAGE

STRONGLY AGREE 4 8
AGREE 23 46
NEUTRAL 20 40
STRONGLY DISAGREE 3 6
DISAGREE 0 0
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.12

RESPONSE OF SALESMAN

40
PERCENTAGE

30
40
20
18 20 22
10
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
OPINION

INTERPRETATION: 46% of respondents satisfied that salesman respond and take

care of their complaints. 40% of them neutral the fact, 7% of respondents strongly
satisfied with this and remain 7% of respondents are dissatisfied this fact.

39
 TABLE 4.13

SERVICES OFFERED

OPINION NO. OF RESPONDENTS PERCENTAGE

STRONGLY AGREE 19 38
AGREE 23 46
NEUTRAL 8 16
STRONGLY DISAGREE 0 0
DISAGREE 0 0
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.13

SERVICES OFFERED

40
35
30
PERCENTAGE

25
40
20
15 22
18 20
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
OPINION

INTERPRETATON: 46% of customers are satisfied with service provided by the

salesman. 37% customers are strongly satisfied and remain 17% of customer’s neutral the
fact.

40
 TABLE 4.14

IDENTIFICATION OF CUSTOMERS NEEDS

OPINION NO OF PERCENTAGE
RESPONDENTS
STRONGLY AGREE 5 10
AGREE 18 36
NEUTRAL 25 50
STRONGLY DISAGREE 2 4
DISAGREE 0 0
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.14

IDENTIFICATION OF CUSTOMERS NEEDS

40
35
30
PERCENTAGE

25
40
20
15 22
18 20
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
OPINION

INTERPRETATION: 37% of customers agreed that salesman identified their

needs, 50% of them neutral the fact, 10% of them strongly satisfied and 3% of customers
disagree with this opinion.

41
 TABLE 4.15

SALES MANS SUPPORT FOR BARGAINING

OPINION NO OF RESPONDENTS PERCENTAGE

STRONGLY AGREE 0 0
AGREE 0 0
NEUTRAL 0 0
STRONGLY DISAGREE 10 20
DISAGREE 40 80
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.15

SALES MANS SUPPORT FOR BARGAINING

40
35
30
PERCENTAGE

25
40
20
15 22
18 20
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
OPINION

INTERPRETATION: 80% of customers strongly dissatisfied with the support

provided by salesman for bargaining and remain 20% respondents also dissatisfied with
this fact. That means there is no support for bargaining.

42
 TABLE 4.16

BENEFITS OFFERED

BENEFITS OFFERED NO OF RESPONDENTS PERCENTSGE

DISCOUNT 7 14
CREDIT FACILITY 3 6
CASH BACK 0 0
REBATE 40 80
BUY-ONE-GET-FREE 0 0
FREE SAMPLES 0 0
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.16

BENEFITS OFFERED

40
35
30
PERCENTAGE

25
40
20
15 22
18 20
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
BENEFITS

INTERPRETATION: rebate is the main benefit offered to customers, the other

benefits are discount (13%) and credit facility (7%).

43
 TABLE 4.17

ATTRACTING FACTORS

ATTRACTING TOTAL PERCENTAGE

FACTORS
QUALITY 15 30
PRICE 2 4
COLOUR 3 6
PACKAGING 12 24
STYLE 6 12
VARIETY OF PRODUCTS 4 8
DURABILITY 4 8
COMFORT 2 4
DESIGH 2 4
AVAILABILITY 50 100
SOURCE : PRIMARY DATA

CHART 4.17
ATTRACTING FACTORS

120
100
percentage

80
60
40
20 Series 1
0
Series 2

factors

INTERPRETATION: the above graph showss that quality is the most attratictve
factor which affects the purchase decision of handloom customers. They also check the
durability of the product: it is the next important attracting factor of handloom product.
This graph reveals that price of handloom products are high and the packing style is not
an attracting factor to respondents.

44
 TABLE 4.18

PREFERABLE PRODUCTS

PRODUCTS NO OF RESPONDENTS PERCENTAGE

SHIRTING 17 34
BED SHEETS 16 32
DHOTIS 12 24
SAREE 5 10
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.18

PREFERABLE PRODUCTS

SAREE
10% SHIRTING
DHOTIS 34%
24%

BED SHEETS
32%

INTERPRETATION: above the graph shows that 33% of customer using both
shirting and bed sheets, 24% using dhotis and 10% using saree.

45
 TABLE 4.19

CUSTOMERS RESPONSE TOWARDS REPURCHASE

OPINION NO OF RESPONDENTS PERCENTSGE

YES 43 86
NO 7 14
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.19

CUSTOMERS RESPONSE TOWARDS REPURCHASE

NO
14%

YES
86%

INTERPRETATION: 87% of customers say that they will buy the product again
from Wayanad handloom.

46
 TABLE 4.20

RECOMMEDATION OF HANDLOOM PRODUCTS TO OTHERS

OPINION NO OF RESPONDENTS PERCENTSGE

YES 50 100
NO 0 0
TOTAL 50 100
SOURCE : PRIMARY DATA

CHART 4.20

RECOMMEDATION OF HANDLOOM PRODUCTS TO OTHERS

40
35
30
PERCENTAGE

25
40
20
15 22
18 20
10
5
0
BELOW 10000 10000-20000 20000-30000 ABOVE 30000
OPINION

INTERPRETATION: from this figure it is clear that 100% of customers will

recommend wayanad handloom products to others.

47
 CHAPTER 5
FINDINGS, SUGGESTIONS AND CONCLUSTION

48
5.1 FINDINGS
1. Majority of the consumers of the company fall between the age group of 40-50
years and there only few customers belonging to the age group of below 30.
2. This study reveals the majority of the consumers are male.
3. Most of the respondents are salaried employees.
4. The monthly salary of most of respondents is above 30000.
5. It is seen that majority of the consumers have one-five years experience with
wayanad handloom products.
6. Most of the customers prefer handloom products than powerloom products.
7. 66% of the respondents are always able to meet their expectations through
wayanad handloom products.
8. Most of the customers heard about wayanad handloom product to their friends
(24%) and relatives (42%).
9. Exhibition is the most attracting media of advertisement of wayanad handloom
society.
10. 60% of the respondents opined that advertisement is effective in inspiring
customers to have a new look.
11. 54% of respondents agree that salesman spend sufficient time to explain products
features.
12. Most of the customers are satisfied with the service offered by the salesman.
13. 80% of respondents are strongly disagreed that there is no kind of support for
bargaining.
14. Rebate is the main benefit offered to their customers.
15. Quality is the most attractive factors which effects the purchase decision.
16. There is only finite number of colours.
17. Most of the customers try to know the durability of the products.
18. Comfort level is one of the important factor which affecting the purchasing
decisions of a handloom customers.
19. The study reveals that price ofhandloom products are very high.
20. Shirting ,dhotis ,saree ,curtain clothes ,table sheets ,towels ,floor coverings
,double dhotis ,mosquito nets etc... are the different products mainly offered by
the handlooms.
21. It has been found that majority of the customers were using dhotis, shirting,
bedsheets.

49
 22. 87% of the respondents are satisfied with the products of wayanad handloom
society.
23. 100% of the respondents are interested to recommend wayanad handloom
products to
others.

5.2 SUGGESTIONS
1. Quality is the major factor that influence the buying decision of handloom
customers. Hence it is suggested that weavers to maintain good quality.
2. Handloom society may adopt advertisement through Internet by using social
medias.
3. The study says that customers prefer to buy during festivals so it is recommended
to offer more promotion activities like special offers free gifts etc... during festival
time.
4. Producers of the handloom products should make products in different colours,
designs to attract the customers towards handloom products.
5. Handloom society can widen their distribution system.
6. Handloom society may improve their packing style.

50
5.3 CONCLUSION

Consumers have different perception and habits that lead to changes in the
purchase pattern of one customer .Customers are now able to compare mainly the quality
and the price of the clothes products since they are very much concern on value for
money. Technology influences like TV media, print media etc… are the important
phenomena for the customers to change the purchase pattern of cloth products in their
day to day life.

The study reveals that consumers are satisfied with wayanad handloom products.
Majority of the handloom customers are heard about wayanad handloom through friend
and relatives and their best medium of advertisement is exhibition. Quality is the major
factor that influences the buying decision of handloom customers.

Comparatively high price, lack of advertisement, and lack of sales promotion

activities are the only drawbacks. If the company overcome these three negative aspects
then handloom industry will grow.

51
52