“CONSUMER PREFRENCES VIS-A-VIS TO BSL IN BHILWARA, CHITTORGARH & NIMBAHERA” DISSERTATION REPORT (4 th semester) Submitted towards partial fulfilment of Two year MBA degree program (Session 2010-2012) Mewar University (AFFILATED BY UGC) NH-79, GANGRAR, CHITTORGARH (RAJ) 1
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“CONSUMER PREFRENCES VIS-A-VIS TO BSL IN BHILWARA, CHITTORGARH & NIMBAHERA”
DISSERTATION REPORT
(4th semester)
Submitted towards partial fulfilment of
Two year MBA degree program
(Session 2010-2012)
Mewar University
(AFFILATED BY UGC)
NH-79, GANGRAR, CHITTORGARH (RAJ)
Under the Guidance of: Submitted By:
Miss.:- Bhanu priya mam Mr. :- Shahadat khan Pathan
1
PREFACE
Training in business organization infuses among students a sense of critical
analysis of the real managerial situation to which they are exposed. Our institutions has
given me opportunity through training to get aware of and cope with fast rate of changing
technology, management policies, quality and productivity etc. This is a bold attempt to
bridge the gap between the ‘world of work’ and ‘studies imparted in the institutions’.
This training enables me to apply theoretical knowledge to practical situations,
appreciate the sense of responsibility, importance of discipline, punctuality and the
psychology of worker and their habits which makes me more professional and near to the
world of technology and team work. Industrial training brings out better citizens, better
technocrats and better diplomats out of us.
I was lucky to get an opportunity to work in one of the top company of clothing
sector, i.e. LNJ Group, Bhilwara popularly known by their product BSL . The purpose of
this training was to gain knowledge about the industry, how it works and also to see the
environment of the industry. I joined the training not only for these purposes, but also to
learn something about operation of the machines and construction of spinning machines.
This report is a written account of what I learnt and experienced during this period.
I wish, those going through it, will not only find it readable but will also find many useful
information’s for future references.
ACKNOWLEDGEMENT
2
No task is a single person effort. Same is with this project. Thus I would like to extend
my sincere thanks to all those people who helped me in accomplishing my project.
My report initiated with Mr. V.B. ARORA and DR. KUSAM BHATT Bhilwara Spinners
Limited who accepted me in spite of my inexperience in the field and gave me the
opportunity to work and learn with them in BSL Suiting’s Limited Bhilwara.
DR. KUSAM BHATT BSL Suiting’s Limited. Deserves my heartiest gratitude for this
liberalism towards the scholars. He is kind enough to give necessary guidance and data
related to company which helps me in completion of this project in a planned and
systematic manner and I am highly indebted to him.
I would like to thanks my college and professor who given an opportunity to me for
provide a good place for my summer training.
I also hereby thank my survey respondent as they are most
valuable and indispensible part of my project and also my relatives which also take time
to share their experience.
Shahadat khan Pathan
3
EXECUTIVE SUMMARY
Consumer satisfaction is the prime requirement of an organization to succeed in
achieving its goal and to expand a business or to sustain it one must know that what are
customer requirement and efforts a company is taking in turn to satisfy their needs and
demand. So my training project objective is also in line with the company main objective
that is to analyze consumer expectation from a yarn supplier of Bhilwara domestic
market and to find out positioning of BHILWARA SUITING LIMITED as a supplier.
I basically adopted primary research in turn to understand the consumer perception. In
this primary type of exploratory research I used subjective interview methodology
After my research I found that Consumer considers Bhilwara spinners as a medium
priced yarn supplier and expect more prompt services from the company and my
analysis also show that if company want to cater more customer they should adopt all
type of payment mode and my finding also reveal the fact that most of consumer prefer
more than one suppliers so we should try to snatch other supplier’s consumer base and
customers prefer it over other local suppliers and it has reasonable price which is
justified.
At last of project I recommended that Company has relevant pricing strategy and
customers are satisfied with quality given by them at the reasonable price so they should
continue this pricing strategy. And also as RSWM is the different brand under same
umbrella of LNJ group so they have 2 different brands catering to serve two different
segment of consumer so overall LNJ group strategy is justifiable but one third part of
portfolio that is lower grade quality product is not formed by them so they should also try
to cover this segment under their umbrella brand. They should also examine Production
features properly in turn to increase quality parameter by reasonable cost reduction.
4
TABLE OF CONTENTS
S.No. Particular Page No.
1 Industry profile 6-12
2 Company Profile 13-42
3 Research Methodology
1 Title of study
2 Objective of study
3 Type of Research
4 Sample Size and Methods
of selecting sample
43-48
4 Analysis and Interpretation 49-60
5 SWOT Analysis 61-62
6 Conclusion 63-64
7 Suggestions 65-66
8 Appendix : Questionnaire 67-70
9 Bibliography 71-72
5
CHAPTER-1
INDUSTRY PROFILE:
6
India Textile Industry is one of the leading textile industries in the world. Though was
predominantly unorganized industry even a few years back, but the scenario started
changing after the economic liberalization of Indian economy in 1991. The opening up of
economy gave the much-needed thrust to the Indian textile industry, which has now
successfully become one of the largest in the world.
India textile industry largely depends upon the textile manufacturing and export. It also
plays a major role in the economy of the country. India earns about 27% of its total
foreign exchange through textile exports. Further, the textile industry of India also
contributes nearly 14% of the total industrial production of the country. It also contributes
around 3% to the GDP of the country. India textile industry is also the largest in the
country in terms of employment generation. It not only generates jobs in its own industry,
but also opens up scopes for the other ancillary sectors. India textile industry currently
generates employment to more than 35 million people. It is also estimated that, the
industry will generate 12 million new jobs by the year 2010.
India textile industry is one of the leading in the world. Currently it is estimated to be
around US$ 52 billion and is also projected to be around US$ 115 billion by the year
2012. The current domestic market of textile in India is expected to be increased to US$
60 billion by 2012 from the current US$ 34.6 billion. The textile export of the country was
around US$ 19.14 billion in 2006-07, which saw a stiff rise to reach US$ 22.13 in 2007-
08. The share of exports is also expected to increase from 4% to 7% within 2012.
Following are area, production and productivity of cotton in India during the last six
decades:
7
YearArea in lakh
hectares
Production in lakh bales of
170 kgsYield kgs per hectare
1950-51 56.48 30.62 92
1960-61 76.78 56.41 124
1970-71 76.05 47.63 106
1980-81 78.24 78.60 170
1990-91 74.39 117.00 267
2000-01 85.76 140.00 278
2001-02 87.30 158.00 308
2002-03 76.67 136.00 302
2003-04 76.30 179.00 399
2004-05 87.86 243.00 470
2005-06 86.77 244.00 478
2006-07 91.44 280.00 521
2007-08 94.39 315.00 567
2008-09 93.73 290.00 526
Though during the year 2008-09, the industry had to face adverse agro-climatic
conditions, it succeeded in producing 290 lakh bales of cotton comparing to 315 lakh
bales last year, yet managed to retain its position as world's second highest cotton
producer.
8
INDIAN TEXTILE INDUSTRY SCENARIO
The textile industry occupies a unique place in our country. One of the earliest to come
into existence in India, it accounts for 14% of the total industrial production, contributes to
nearly 30% of the total exports and is the second largest employment generator after
agriculture. The textile policy aims at achieving the target of textile and apparel exports of
US $50 billion by 2010 of which the share of garments will be US $25 billion. The main
markets for Indian textile and apparels are USA, UAE, UK, Germany, France, Italy,
Russia, Canada, Bangladesh and Japan.
The Indian textile industry has been undergoing a rapid transformation and is in the
process of integrating with the world textile trade and industry. The change is being
driven by the progressive dismantling of the MFA and the imperatives under the WTO
norms.
Indian textile industry has some inherent strengths:
Tradition in textile and long operating experience.
Large and growing domestic market.
Strong raw material base.
Production across entire textile value chain.
Stable, low risk economy, safe for business growth.
Easy availability of abundant raw material like cotton, wool, silk, jute.
Widely prevalent social customs.
Variety of distinct local culture.
Constructive geographic and climatic conditions.
There is no denying the fact that india is competitive enough and will become even more
competitive. China has probably already reached its peak and further improvements may
9
not be dramatic, henceforth. In spite of the Chinese dominance, india has a fair
opportunity to grab a substantial stake in the projected garment market share.
According to PHD Chamber of Commerce and Industry (PHDCCI), post-MFA, India’s
market share is in the US is expected to go upto 15% from the present 4%. In the EU,
the market share increase is expected to be 50% from the current 6% to 9%.
Today, modern techniques, electronics and innovation have led to a competitive, low-
priced textile industry offering almost any type of cloth or design a person could desire.
With its base of low cost labour.
Indian Textile targets to be achieved by the end of Eleventh Five Year Plan (2007-2012)
Market size => US $115 billion.
Export target => US $55 billion.
Domestic Market => US $60 billion
India’s market share in world textile trade to grow from 3% to 8%.
12 million additional jobs.
Investments => Rs. 150,600 crore.
India is presently exporting garments worth US $6 billion, whereas with the WTO regime
in place, India can increase the production and export of garments to US $18-20 billion
within the next 5 years. India should take adequate measures for capturing its market by
promoting the development in this sector. Concerted efforts are needed in cotton
research, technology generation, transfer of technology, modernization and upgrading of
ginning and pressing factories and an aggressive marketing strategy.
10
TEXTILE INDUSTRY IN RAJASTHAN
During the recent years Rajasthan has emerged as one of the leading cotton producing
State of the country with about 14 lacs bales of cotton produced in the year 1998-99. The
textile sector of Rajasthan occupies a pride of place in the Indian Textile Industry. State
is a leader in manufacture of blended yarn to the extent that it contributes about 40% of
the total synthetic blended yarn export of the country. The state has good presence in
cotton yarn, fabric and synthetic fabrics.
The state is a major producer of wool, producing about 16 million kgs per year, which
constitutes about 42% share in India’s total wool production. The wool produced in the
state is of crude quality and mostly suitable for carpet yarn, though with some blending in
small quantities with imported merino wool are also used for fabrics.
The Textile sector of Rajasthan occupies a pride of place in the Indian Textile Industry. It
contributes to about 40% of total synthetic blended yarn export of the country. As on
March, 2000, there were 146 large and medium textile units running in the state. The
total investment in these units is Rs. 3673.30 crores and they provide direct employment
to about 81,425 workers. Taking into account the forward and backward linkages textile
industry stands as the second largest employer in the state, next to agriculture. The
textile units in the state have about 10 lacs Spindles and about 5000 Roasters.
Within Rajasthan the Textile sector directly employs about 3 lacs people and 5.6 lac
persons are indirectly associated with it. The significance of the sector in the State’s
economy can be gauged by the fact that an estimated 10% of State’s population is
11
dependent for their livelihood on this sector. The textile industry of the State has a very
wide network of forward and backward linkage. It is typified by the growth of man-made
textile and garment producing industries.
TEXTILE INDUSTRY IN BHILWARA
Bhilwara city had the birth of the textile industry way back in 1961 when LN
Jhunjhunwala set up his first unit to manufacture synthetic yarn. The unit is known as
Bhilwara Spinners Ltd. Today Bhilwara is a prominent and leading manufacturer,
exporter and supplier of world-class Suiting’s, Flock Fabrics and Yarn.
The state of Rajasthan has a deep rooted tradition for textiles. 69 out of 892 spinning
mills in India are located in Bhilwara district, Rajasthan which consists of Spinning,
Weaving, Dyeing, Processing and Printing units. Majority of these industries are
affianced in the process of manufacturing synthetic blended yarn which accounts to 40
percent of the total yarn manufactured all over India. It has an investment of $ 53 million
USD with an employment of 59,383 people in the textile industries. Bhilwara has
emerged as India’s largest manufacturer of fabrics. Also known as Textile City of India, it
is a famous industrial town in Rajasthan. It encompasses 50 percent of the total polyester
fabrics and suitings manufactured in India. The state Government of Rajasthan has
proposed to allot 300 acres of land in Bhilwara and about 100 apparel companies have
applied for land to start their industry over here.
Bhilwara emerged as India’s largest manufacturer of suitings, fabrics and yarn. Its share
in the polyester/viscose fabrics (suiting) sector is around 50% in India. The phenomenal
growth of the textile industry is something interesting if seen in the context of a similar
scenario elsewhere in the country. There is nothing special about Bhilwara to have come
to the top position in the country except the fact that the entrepreneurs are a unique lot
12
with enthusiasm to have something of their own even though the initial troubles happen
to be serious.
CHAPTER-2
COMPANY PROFILE
13
LAXMI NIVAS JHUNJHUNWALA(LNJ)
LNJ Bhilwara group has emerged as one of India’s leading corporate houses, in the last
four decades. The pursuit of leadership began in 1961, a journey that was initiated by Mr.
LAXMI NIVAS JHUNJHUNWALA (LNJ), whose vision and values continue to drive the
group even today.
The LNJ Bhilwara Group is a multi –product conglomerate with a global- presence, and
with business interests spanning a diverse range of industries… like Textiles, Power-
Generation, Graphite-Electrodes, Sponge- Iron, Information-Technology and IT-Enabled
services.
The Group has successfully integrated its operations into today’s Global – Economy, with
export earnings compromising over 46% of total revenue with over 20,000 employees
and 17 production units located strategically across the country.
The LNJ Bhilwara Group’s leadership in the textile industry is exemplified in the equity
that its brands enjoy in the Indian market place…. like MAYUR Suitings, BSL Suitings,
GEOFFREY HAMMONDS, LA ITALIA Fashions and SHAKUNTALAM (Ladies Wear).
14
The LNJ Bhilwara Group, founded in 1961, has today grown into a strong global
presence worth Rs. 2700 crores. The Group has been nurtured into a successful growth
track by the able guidance of the Founder and Chairman-Emeritus, Mr. L. N.
Jhunjhunwala. Currently, the LNJ Bhilwara Group stands as one of the largest firms on
the corporate horizon in India with over 20,000 employees and 20 production units
positioned at strategic locations across the country. The Group’s export earnings
comprise of 45% of the Group’s turnover.
The LNJ Bhilwara Group is a well-diversified conglomerate. It has been actively seeking
growth and profitability by investing in a variety of systematically identified businesses
making it a multi-product conglomerate with interests in a range of industries such as
textiles, graphite electrodes, power generation, power engineering consultancy services,
Viscose rich fabrics: Offer superior fall, feel, drape and comfort.
Rotormat/Lisa finish: Fabrics with customized Italian enzyme/Lisa surface finishes in
100% Cotton and premium blends of Polynosic, Modal, Tencel, etc.
24
Innovative Futuristic Fabrics
The new age fabric range is specifically aimed at promoting good health and happy
living. It has been crafted to perfection after a breakthrough in technique, treatment and
technology. The range can be divided into four key fabric types:
Health Fabrics
Energizer: Increases oxygen absorption
of the body and gives more energy
Healing touche fabrics: Absorb the body
friendly FIR rays radiated by the sun
Anti-asthma fabrics: Gently aid in
smooth breathing
Slimmer: An anti-obesity fabric that slowly
dissolves excess body fat
Anti-diabetes fabrics: Gently aid in
maintaining the body sugar balance
Protector: A pro-vitamin C enriched fabric
that rebuilds body resistance
Ever young fabrics: Helps rejuvenate the skin
25
Fashion Fiesta Fabrics
The Fashion Fiesta range comprises of
• Club Ultimate: Rich looking fabric with a
superior feel
• Stain-free and water repellant fabrics
• Peach finish fabrics: Have a real soft feel
• Aroma fabrics: Perfumed fabrics
• Duality fabrics: Change color with varying
temperatures
• Super feel fabrics: Extremely soft and
tender
Comfort Club Fabrics
• Climatizer: Balances temperature inside out
and keeps one cool in summers and warm in
winters
• Cool fabs: Keeps the inside temperature five
degrees cooler than the outside temperature
• Tropicool fabrics: Anti-bacterial, anti-sweat
fabrics with moisturizing qualities for tropical
climates
• Light weight fabrics: Extremely light in
weight
26
Techno Fabs
• Fire repellant fabrics: Resistant to fire.
• Water-proof fabrics: Helps keep one dry
• Anti UV fabrics: Specially coated to block the
unsafe rays of the sun
• Bulletproof fabrics: Special yarns impregnated
with stainless steel fibers
Design Studio
All our fabrics are conceptualized and designed at our computerized Design Studio. A
highly skilled and talented team of designers and color coding experts work to produce
attractive, trend setting designs that capture the imagination of fashion gurus and
designers around the world. Our team is assisted in its creative explorations by advanced
color-matching computers that capture even the slightest of shade variances.
SHAKUNTALAM
Shakuntalam is anew range that has been especially developed for women’s wear. It is
collection of super soft, luxurious and stretch fabric. western wear fabric to style the
modern woman. inspired from Europe and designed by Mr. Cadoni, a leading designer
from Italy. name inspired from Mahakavya Abhigyan Shakuntalam from renowned poet
Kalidasa
BOTTOM WEAR
High calibre poly-viscose; cotton & wool blended range. promises superb drape and fall. excellent wearing comfort & durability. attractive colour matchings - from muted pastels to gentle earthy hues. varied selection for all needs & occasions for both work & leisure with special packing – ready to stitch option
AFTER HOURS
27
The brand introduced its exclusive ‘After Hours’ collection of eye-catching blended PV fabrics for Party Wear. This range includes fabrics that incorporate Lurex, a luminous fibre with a metallic finish look. The collection has been created by Fedrico Cadoni, the reputed Italian designer.
Besides this, BSL introduced a collection of fabrics in three exciting colour lines -- blacks, blues & whites -- named after precious stones.
THOROUGHBREDS & GEOMETRICS
Two impressive collections have been launched recently under the Geoffrey Hammonds (GH) label.
The first is the ‘Thoroughbreds’ collection. These comprise a selection of blended PV fabrics dedicated to the three basic colours of Black, White and Blue. The range is perfect for suits, jackets, trousers and even shirts.
The second is the elegant ‘Geometrics’ collection of structured fabrics, that are ideal for custom tailored jackets. These fabrics have fine patterns including stripes and checks that are integrated with traditional weaves. Besides offering a distinctive texture and sophisticated feel, the range is also available in a host of shades ranging from light to dark, sporty to sober.
DETAILS OF MACHINES
28
The details about machines are:
S.NO. NAME OF MACHINE MANUFACTURER NO. OF MACHINES
1. Blender Trutzschler
2. Blow Room Trutzschler
3. Carding m/c Lakshmi-Rieter
4. Draw frame Lakshmi-Rieter
5. Speed frame Lakshmi-Rieter
6. Ring frame Lakshmi-Rieter
7. Autoconer Schlafhorst
8. Cone winding Cimmco
9. Cheese winding Text tool
10. T.F.O. Vijay Laxmi
Star Volkman
Muratec
CORPORATE INFORMATION
29
BOARD OF DIRECTORS
Shri A. K. Churiwal Chairman & Managing Director
Shri Ravi Jhunjhunwala
Shri Shekhar Agarwal
Shri R. P. Khaitan
Shri B. D. Mundhra
Shri Sushil Kumar Churiwal
Shri Sushil Jhunjhunwala
Shri R. N. Gupta
Shri Riju Jhunjhunwala
Shri Nivedan Churiwal Executive Director
BUSINESS HEAD
Shri J. C. Soni
ADVISOR
Shri R. N. Gupta
CFO & COMPANY SECRETARY
Shri Praveen Jain
KEY EXECUTIVE
Shri M.C. Maheshwari Vice President (Export)
Shri AK Mehta Vice President (BPL)
Shri S.Sengupta Vice President (Spinning)
Shri V. B. Arora Vice President (Fabric-Marketing)
Shri V.K. Gupta Vice President (Weaving)
BANKERS
30
State Bank of India
Oriental Bank of Commerce
The Bank of Rajasthan Ltd.
Union Bank of India
IDBI Bank Ltd.
AUDITORS
M/s A. L. Chechani & Co.
Chartered Accountants, Bhilwara
REGISTERED OFFICE
26, Industrial Area, P. B. No. 17, Gandhi Nagar, Bhilwara – 311001 (Rajasthan) India
Website: www.bslltd.com / www.lnjbhilwara.com
CORPORATE OFFICE
Bhilwara Towers, A-12 Sector-I, Noida - 201301 (NCR- DELHI), India.
Raw material that is fibre is transfer from suppliers like viscose from Grasim nagada ,etc.
other than this there are other suppliers for different fibres , machine parts etc.
transportation take place through trucks
Manufacturing unit –
Mostly transportation takes place through trolleys and conveyer belt. When they get
converted in cone or cheese form they are either stored in warehouses by transporting
through trolleys or if this batch is to be exported they are packed in containers in
warehouses.
Distributors –
33
Local deliveries are made through loading tempo or trucks.
National deliveries are done through trucks.
Export deliveries are made by truck to sea port and then in ship.
MARKET ANALYSIS WITH RESPECT TO PRODUCT DEMAND
According to the overall view of the market players of yarn buyers and producers 2/30
P/V (65/35) GREY YARN and 2/30 Polyester 100% GREY YARN consist around 65% of
market demand of yarn. Other then these two count textures yarn has also prominent
market share of 15 % and rest of the proportion is constitute by various type of yarn. As
Bhilwara textile arena is framed for suiting fabric that’s why the above mention counts are
prominent in market.
In Bhilwara there are many domestic players as well as big framed players making
suiting fabric and selling them in local market, national market as well as in international
market. As the demand of
1. 2/30 P/V (65/35) GREY YARN
2. 2/30 Polyester 100% GREY YARN
3. Textures yarn
Overall constitute 80% of market share that’s why all manufacturers who are supplying in the Bhilwara domestic market produce mainly above mention three types of yarn. Products
Yarns to fashion fabrics
BSL LTD. is one of the leading manufacturers of fashion fabrics and yarns in India. We
produce a wide range of polyester viscose fabrics and premium range of worsted
Suitings, including Cashmere, Mohair, Angora and Camelhair blends.
34
BSL uses the finest Australian Merino wool for making woolen fabrics & the Low Pill
Trevira polyester for making wool blends, which are imported from Hoechst, Germany.
For making special fiber fabrics, BSL use silk imported from China.
The dyes and chemicals used for manufacturing fabric are procured leading companies
like Clariant, BASF, Ciba, Bayer and Henkel.
And, keeping up with the rapidly changing consumer behaviour towards the readymade
garments segment, BSL has made forays in this segment with ready-made trousers
under La Italia brand name. It has also recently launched a range of premium readymade
shirts and accessories under La Italia brand.
BSL Yarns
These are made from the finest Australian Merino wool that is spun to perfection on latest
manufacturing systems. Meeting the most stringent international quality standards, yarns
comprise a sizeable chunk of the company's export turnover. This is possible because of the
company's stringent quality policy and attention to detail at every stage of production.
Polyester Wool Blended Suitings
BSL's polyester wool blended Suitings offer a perfect blend of 100% Australian New Merino
Wool ranging from 22.5 to 17 microns and Treveira/ Tergal polyester. This combination of natural
and man-made fibers in 2/24 Nm to 2/100 Nm offers the best of both the worlds.
The pure Merino Wool lends it the richness and sophistication, while the polyester endows it with
an exciting fall and feel. This makes the fabric ideal for light winter, formal and party-wear for
both men and women.
BSL LTD. also offers specialized fabrics of wool blended with Lycra, Linen, Silk, Tencel, Modal
Interpretation: In this chart & table it show that in Bhilwara advertisement is most suitable for
company marketing but in Chittorgarh advertising & friend is suitable and Nimbahera mouth
publicity is useful.
2. Which fabric you like?
Cotton Linen Lycra Wollen Silk0
10
20
30
40
50
60
BhilwaraChittorgarhNimbaheraAverage
51
Number of Customer/Consumer
Bhilwara
Chittorgarh
Nimbahera
Average
Category % Person % Person % Person % Person
Cotton 56 14 28 7 48 12 44 33
Linen 32 08 40 10 16 4 29 22
Lycra 12 1 20 5 12 3 12 8
Woollen 0 1 4 1 20 5 13 7
Silk 0 1 4 1 04 1 02 3
Total 100 25 100 25 100 25 100 75
Interpretation: From my survey Cotton fabric is number one fabric preferred in three cities because cotton shows good quality standard and linen comes on second number because it is also that type of perception. So the company try to this type of market.
3. Which fabric brand is most preferred by you?
BSL Suiting's Geoffery Hammonds
La Italia
BhilwaraChittorgarhNimbaheraAverage
52
Number of Customer/Consumer
Bhilwara Chittorgarh
Nimbahera
Average
Category % Person % Person
% Person % Person
BSL Suiting’s
44 11 56 14 60 15 53 40
Geofrey hammonds
29 4 32 8 20 5 29 17
La Italia 16 6 8 2 20 5 15 13
Total 100 25 100 25 100 25 100 75
Interpretation: BSL Suting good brand image in market so that most people like bsl
suting. Geofrey hammonds is also good brand but it is new products come in market .
4. For how long you are associated with this brand:
6 months 1 Years 2 Years 2 0r More Years
05
101520253035404550
BhilwaraChittorgarhNimbaheraAverage
53
Number of Customer/Consumer
Bhilwara Chittorgarh
Nimbahera
Average
Category
% Person % Person
% Person % Person
6 Months
32 8 24 6 16 4 24 18
1 Years 20 5 44 11 32 8 32 24
2 Years 20 5 12 3 32 8 21 16
2 or more years
12 3 8 2 20 5 13 10
Total 100 25 100 25 100 25 100 75
Interpretation: Some of the consumers said that they are associated with this
brand from 6months, 1 year or 2 years. But according to my analysis 32% consumers
are linked with 1year.
5. What special attribute your brand holds?
Price
Quality
Brand positi
oning
Brand Desi
gn &
Colour0
10203040506070
BhilwaraChittorgarhNimbaheraAverage
54
Number of Customer/Consumer
Bhilwara Chittorgarh Nimbahera Average
Category % Person % Person % Person % Person
Price 32 8 32 8 12 3 25 19
Quality 60 15 44 11 64 16 56 42
Brand Positioning
4 1 12 3 12 3 9 7
Brand Design & Colour
4 1 12 3 12 3 9 7
Total 100 25 100 25 100 25 100 75
Interpretation: 56% consumers think that BSL clothes quality is excellent but
remaining consumers also said that BSL clothes price is also good as compare to brand
positioning and brand design & colour.
6. BSL will be a better fabric if:
Quality
Price
Easy
to Wash
Colour Ran
ge
fabric
Range
Availa
bility
0
5
10
15
20
25
30
35
40
BhilwaraChittorgarhNimbaheraAverage
55
Number of Customer/Consumer
Bhilwara Chittorgarh Nimbahera Average
Category % Person % Person % Person % Person
Quality 32 8 28 7 4 1 21 16
Price 116 4 24 6 36 9 25 19
Easy to wash
34 6 20 5 20 3 21 14
Colour range
12 3 12 3 20 5 15 11
Fabric Range
16 4 12 3 24 6 17 13
Availability 0 0 4 1 4 1 3 2
Total 100 25 100 25 100 25 100 75
Interpretation: 25% consumers said that BSL will be better fabric its price consider as a
key factor and 21% consumers said that it is better because of its quality and its easy
wash.
7. Your clothing budget for a year is:
Upto 1500 1501 to 5000
5001 to 10000
10001 to 20000
Above 20000
0
10
20
30
40
50
60
BhilwaraChittorgarhNimbaheraAverage
Number of Customer/Consumer
Bhilwara Chittorgarh Nimbahera Average
Category % Person % Person % Person % Person
Up to 1500
8 2 36 9 16 4 20 15
1501 to 5000
36 9 40 10 40 10 39 29
5001 to 10000
52 13 16 4 28 7 32 24
10001 to 20000
0 0 4 1 16 4 6 8
Above 20000
4 1 4 1 0 0 3 2
56
Total 100 25 100 25 100 25 100 75
Interpretation: Clothing budget for consumers regarding BSL clothes is 1500 to 5000.
According to my analysis 39% consumers budget goes upto 5000 per year, because now
a days consumer more spend their money on mainting their status and BSL gives them
status symbol in the society.
8. Which city do you think is best for clothing purchase?
Nimbahera Chittorgarh Bhilwara0
20
40
60
80
100
120
BhilwaraChittorgarhNimbaheraAverage
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Number of Customer/Consumer
Bhilwara Chittorgarh Nimbahera Average
Category % Person % Person % Person % Person
Nimbahera 3 0 8 2 20 5 10 7
Chittorgarh
0 0 32 8 4 1 12 9
Bhilwara 100 25 60 15 76 19 79 59
Total 100 25 100 25 100 25 100 75
Interpretation: According to my analysis 79% consumers preferred Bhilwara for
purchasing becaus where they think that it is only place for their clothes which satisfied
their all requirement related to fabric, price, quality etc.
9. Rank to following brand as per your preference ? ( 1 Being & 6 lowest)
Interpretation: 57% consumers goes to retail store for purchasing clothes because according to
their requirement they said to retailer and retailer display different attributes to them and they can
easily able to finally purchase the cloths.
11. How much brand of BSL are you aware with?
(A) La Italia(B) Geoffery Hammonds(C) BSL Suiting’s(D) Shakuntalam(E) Ambiance (Silk)
12. Kindly rate our services on various parameters by ticking ( ) on box each head:
FEATURES No. Of consumers
Outstanding Very Good Avg Good Good
Quality of Goods 25 13 12 15
Brand Positioning 5 10 4 10
Price 20 17 6 4
Design $ Colour 6 10 10 5
60
10%
60%
80%
90%
5%
Packaging 4 5 10 10
Advertising 10 8 23 11
Availability 5 12 10 20
Total 75 75 75 75
CHAPTER-4
SWOT ANALYSIS
61
STRENGTHS:-
BSL provides reasonable price and range to the consumers.
Public recognize BSL due to is provide best quality.
WEAKNESS:-
Supply channel is not flexible.
Anadequate advertisement done on T.V.
Holdinds and banners are not provides to retailers in proper manner.
Low budget for advertisement ( approx 4% to 5% of total turnover )
OPPORTUNITY:-
Advertisement frequency should be increase through T.V., Media, Banners,
Holdings.
THREATS:-
BSL have only threats from its competitors so for this they have to maintain their
quality, range and price.
62
CHAPTER-5
CONCLUSION
63
Conclusion:
1. The project report covers 3 cities consumers i.e. bhilwara, chittorgarh, nimbahera
perception regarding their preferences towards BSL. The final conclusion drawn
from the graphs which shows that consumers are satisfied with BSL products.
2. According to survey I conclude that most of the consumers in 3 cities are
influenced by advertising.
3. Most of the consumers purchase cloths from Bhilwara market because they think
it is a place of cloths and they find different fabrics in various range, price, and
quality.
4. According to survey in all the cities consumers think that BSL is best in its quality.
5. Almost consumers preferred BSL Suiting’s as a fabric brand in compare to other
fabrics.
6. BSL suiting has their strength in lower and upper middle income group of the
society.
7. Generally its products are easily available in majority of retail shops according to
consumers.
64
CHAPTER-6
RECOMMENDATIONS
AND
SUGGESTIONS
65
Suggestions:
1. Holdings and banners which is provided to the retailers by the company according to my survey I saw that retailers are not using properly and they used as a waste material. So I want to suggest that they have to use this material in adequate manner.
2. Product range should be provided in lower and medium range.
3. Advertising should be done through media, news papers.
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CHAPTER-7
APPENDIX
67
QUESTIONNAIRE FOR CONSUMER PREFRENCES REGARDING BSL LTD.,BHILWARA
Name: Age:
Contact No:
Shop:
1. How did you come to know about BSL?
(A) Advertising (B) Media
(C) Friends (D) News Paper
2. What fabric you like?
(A) Cotton (B) Linen (C) Lycra
(E) Woollen (F) Silk
3. Which fabric brand is most preferred by you?
(A) BSL Suiting’s (B) Geoffrey Hammonds
(C) La Italia
4. For how long you are associated with this brand?
68
(A) 6 months (B) 1 Year
(C) 2 Years (D) 2 or more
5. What special attribute your brand holds?
(A) Price (B) Quality
(C) Brand Positioning (D) Brand Design & Colour
6. BSL will be a better fabric if:
(A) Quality (B) Price (C) Easy to Wash
(D) Colour Range (E) Fabric Range (D) Availability
7. Your clothing budget for a year is:
(A) Up to 1500 (B) 1501 to 5000 (C) 5001 to 10000
(D) 10001 to 20000 (E) Above 20000
8. Which city do you think is best for clothing purchase?
(A) Nimbahera
(B) Chittorgarh
(C) Bhilwara
9. Rank to following brand as per your preference ? ( 1 Being & 6 Being lowest)
(A) BSL(B) Raymond’s(C) OCM(D) Mayur
69
(E) Suzuki(F) Vimal
10. Which place is suitable for purchasing?
(A) Retail Store (B) Company Outlet (C) Sale
11. How much brand of BSL are you aware with?
(A) La Italia(B) Geoffrey Hammonds(C) BSL Suiting’s(D) Shakuntalam(E) Ambiance (Silk)
12. Kindly rate our services on various parameters by ticking ( ) on box each head: