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INTRODUCATION

1.1 Industry Details

 Nandan Denim Private Limited is India’s largest Denim supplier


 Nandan Denim Limited is a part of chiripal group based in Gujrat (Establishment
1972)
 Nandan Denim commenced operation in 1994 through textile trading and
progressed to textile manufacturing in 2004.
 The company’s products and activates include denim, cotton, fabric, yarn, and
processing of fabrics.
 The diversified business in the filed of petrochemicals, Spinning, Weaving,
Knitting, Fabric Processing, Chemicals, Infrastructure offer employment to more
than 800 people associated directly or indirectly with the group.
 Chiripal Group, Incorporated in the year 1972, is a professionally managed with
business entity comprising of a team of professionals from different filed and
expertise.
 The Group, which had started with a few power looms has evolved into multi-
activity, multi- products textile house that produces fiber to apparel under one
roof.
 Expanded its yarn manufacturing capacity to support its denim manufacturing
capacity.
 With clear focus and ambitious growth plans on the anvil, the Group has been
gearing itself to take on the future challenges
 The result is that Nandan Denim is now geared to play the role of a positive
sectorial catalyst.
 Nandan Denim is largest vertically integrated production facility manufacturing
Yarn to Fabric under one roof.

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2. THE COMPANY ORGANISATION
2.1History of the company:
 Sprouted under the umbrella of an earning conglomerate “Chiripal Group” in
1994.
 Driven by zeal and passion, under the leadership and guidance of Mr. Deepak
chiripal.
 Nandan Denim Private Limited has a production Capacity of meters per annum.
 In 2004, Company forayed into denim manufacturing with an initial facility of
6MMPA.
 Company should be installed denim and spinning production capacity to meet the
increasing consumer demand.

2.2 Company profile:


Company Name Nandan Denim Private Limited
Registered Office Survey No. 198/1 & 203/2, Aijpur- Gopalpur,
Pirana Road,Piplej, Ahmedabad, Gujarat
382405
Email Id nandan@chiripalgroup.com
Website www.nandandenim.com
Year of Establishment 1972
Chairman of the company Mr. Vedprakash D. Chiripal
State Bank of India
Banker Bank of India
Dena Bank
Statutory Auditor: Mr. J.T. Shah (CA)
Auditors Cost Auditor: A.G. Tulsian (CA)
Secretarial Auditor: Ms. Geeta Serwani (CS)
Mr. Vedprakash(Chairman)
Mr. Jyotiprasad Chiripal (MD)
Mr. Brijmohan Chiripal MD)
Mr. Tara Shankar Bhattacharya (ID)
Board of Directors Mr. Ambalal Patel (ID)
Ms. Pritima Ram (ID)
Mr. Pradeep Kumar Srivastava (WTD)
Mr. Ganesh khawas (WTD)
Chief Financial Officer Mr. Ashok Bothra

Logo of the Company

Achievement Nandan Denim Private awarded as one of the


Giants of tomorrow by Fortune India in 2016

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2.3 MISSION, VISION AND VALUES
Mission:

 To Nandan have on every table

Vision:
 To develop Nandan into a Fashion Brand
 Smooth transitioning from manufacturing to service provider

Values:
 Passion leading to excellence: It is the driving force that prods us towards greaterheights in
whatever we do.
 Agility to stay ahead and to innovate: Nandan Denim is self-motivated towards being a
stepahead of the competition and pioneering changes that revolutionize the industry.
 Aggression for growth of all shareholders: Growth for us means collective progress forall
our stakeholders - our customers, employees, investors and the community at large.
 Ethical behavior: That underlines all our practices - We strive to be absolutely fair
andtransparent in all our dealings with our stakeholders.
 Respect for diverse views: Value opinions and beliefs of company’s individuals
andcommunities without any bias that allows us to have a well-rounded approach.
 Care for the environment and the community: Company make sure their processes
andproducts are eco-friendly and constantly work towards a more sustainable future for all
 Collaborative and relationship driven: Value of our relationships with our
employeesas well as the communities that we come in contact with and strive relentlessly
to empower them.

2.4 Governance/Management Structure:


Table No: 1
DESIGNATION NAME
Chairman Mr. Vedprakash D.Chiripal
Managing Director Mr. BrijMohan D.Chiripal
Chief Executive Officer Mr. Dipak Chiripal
Chief Financial Officers Mr. Ashok Bothra
Mr.Giraj Mohan Sharma Mr. T.S.
Bhattacharya Mr. Ambalal Patel
Independent Directors
Ms. Pratima Ram

Mr. Prakash Kumar Sharma


Whole Time Director
Mr. Pradeep Kumar Shrivastava
Statutory Auditor M/s. J.T. Shah & Co.
Cost Auditor M/s. A.G. Tulsian & Co.

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Secretarial Auditor M/s. Geeta Serwani & Associates

2.5 Organization Structure:

Chairman & M.D

Vice President

General Manager

Production Quality Purchase Store Finance Marketing HR


Manager Manager Manager Manager Manager Manager Manager

Shift in Quality Purchase Ass. Executive Ass.


charge Inspector Officer Officer Manager

Supervisor Ass. Ass. Manager Manager &


Inspector Officer Executive

Worker Employee

Manager Manager
Admin. Personal

Employee

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2.6 PRODUCTS

PRODUCTS OF THE NANDAN DENIM


LTD

Denim

Yarn

Shirting

 Denim:
Denim fabric is the primary product of Nandan
The Company has a manufacturing capacity of 110 MMPA of denim
This business accounts for ~90 per cent of turnover

Types of Denim
The “Core classics” includes the selection of
Core Classics timeless “regular basic denims” that are
essential items in everybody’s wardrobe.

Our “Reinvented Classic” line are the


fashionably modified form of our “Core
Reinvented Classics Classics” products.

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Presenting an amazing combination of the
Novelty popular favourites Slubs / Crosshatch /
Textures & Linen Blends

By adding this denim to wardrobe for a look


that’s a combination of casual & smart. Its
Structured indigo fabric makes it easy to define a
person’s style

Our knit denim fabric has the desirable knit


Knit Denim properties of natural stretch and air
permeability.

An area for new inspiration, dedicated to


innovation and technology in service of
Innovation creating new kinds of denim, corresponding
to current needs and desires.

Lightweight denim jeans are a fashion


favourite for a stylish look in summers.
Lt. Wt. Denim

Denim can be blended with a variety of other


materials .Tencel / Excel / Linen / Spun Poly
are some of the best blended denims fabrics.
Blends

Denims as soft as a feather with the smoothest


Feather Touch hand feel.

Our “S. Tech” denim stretches to extreme


S. Tech dimensions without getting saggy.

Provide wide range of printed denims.


Prints

 Shirting:
 Nandan’s state-of-the-art infrastructure addresses the manufacture of shirting fabrics.
The Company possesses a production capacity of 10 MMPA.

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Types of Shirting
fil a fils with carbon peaching to provide
Basics
smooth touch and comfort

Smart Casuals varied combination of colour , weave


and patterns for a neat yet casual attire

interesting tartans , madras plaids, ombres,


Casuals engineered plaids with an added twist of
innovative yarns

We present different hues of indigoes with an


amazing range of stories dipped in indigoes
Indigoes
from basics to rugged casuals, from slubs ,
neps to injections

inventing the basic with an element of texture


Textured
to play with slubs/linens

Fancy Plaid play with fancy yarns like mélange


. grindle , space dyeds, neps, injected slubs

different blends with cotton like tencel


Blends viscose , modal, linen to provide an enriched
look to the shirts

A concept of sulphur play with indigo which


Sulphur allows washing possibilities to an exaggerated
level. Range continues from basics to casuals.

 Yarn
 This business complements the Company’s denim segment
 Nandan possesses a yarn manufacturing capacity of ~140 TPD

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 Nandan can offer the high quality dyed yarn in various blend & count for hosiery &
weaving segment. Company Product Mix includes 100% Cotton, Blended Yarn, Special
Open End Yarn, Organic Cotton, Core-Spun Yarns, and 100% dyed yarn
 Nandan yarn dyeing plant has a complete infrastructure to develop any shade in
packaged yarn as per customer’s requirement within 48-72 hrs
 Nandan has a well-equipped laboratory for the Color matching system from X-rite
Colori-7, a Color matching light box from X-rite Spectra Light QC (III). Customers can
choose a wide range of colors from our shade card. Our lab can match any shade as per
customer’ requirement. We use Pantone color card for quick shade matching and
reference
 Nandan Yarn Dyeing can supply 100% dyed yarn for knitting and weaving segment in
both single & double counts with reactive, PMF& sulphur dyes.
 Nandan can supply as well as100% cotton mélange yarn in sulphur dyes
 Nandan Yarn Dyeing can supply100% cotton space-dyed yarn up to 8 colors. The Large
package size of 1200-1300 grams resulting in fewer cone changes on the
knitting/warping/leading to higher knitting/warping/ efficiency and less wastage. Large lot
sizes (upto1000kgs/batch) resulting in better lot management at customer end and less
wastage

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3. FUNCTIONAL AREAS
3.1 Markets and Marketing
Nandan Denim’s marketing function is directed at deepening engagements with existing customers,
addressing new customers, engaging in market-widening activity and protecting/enhancing
realizations. The Company addresses two kinds of customers - distributors and direct brands who
consume the fabric in-house. . The team is divided into two segments- domestic and exports. The
Company’s competence is reflected in a low delivery turnaround time, product customization and a
superior price-value proposition, translating into enduring customer relationships marked by long-
term association. The Company has distributors and direct brands that it markets to, domestically
across India and exports to more than 28 countries.
The result is engagements as product supplier to the following brands, among others:
 Domestic:
 Pantaloons
 ITC
 Future Group
 Max

 Foreign:
 Baykanlar Textile
 Denimco Textile
 Denimer Kumas Ltd
 Teks-Park
 J.K. Textile
 Fateks Kums

3.1.1 Competitors:
 Arvin
 L&J
 Oswal
 Jindal
 R,V
 Mehak
 Kanchan
 Vived

3.1.2 SWOT ANALYSIS OF NANDAN LTD


A SWOT analysis is a strategic planning tool used to evaluate the strength, weaknesses,
opportunities, and threats in a business venture or in any other situation requiring a decision. In

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SWOT, strength and weaknesses are internal factors whereas opportunities and threats are external
to the organization.
Strength Weakness

 Established and prominent players in the  Here is currently an overcapacity in


affordable branded denim space. the domestic denim space
 Significant backward integration helps in  Fluctuating raw material prices can
better working capital management. have a significant impact on gross
margins.

Opportunity Threats

 Replacement of the MFA and full  Changing consumer preferences


integration of textile industry resulted in  Threat from unorganized sector
huge opportunities for export.  Fierce competition in the industry
 Shift in domestic market towards  Depression of the retails environment
readymade garments.
 Percapitaldomestic textile consumption
offers room for growth, with increasing
disposable incomes

BCG Matrix

 Market growth rate of denim is high and market share of denim is high they situation known is
Star. Market rate is high and market penetration expand Nandan company. That the investor can
invest in more of the situation of growth rate is high.

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 Market growth rate of denim is high and market share of yarn is low is they situation known is
Question mark. Market rate is high and market share is low the company establishing their
research and development more and collect the information of the yarn.

3.1.3 4P’s OF PRODUCT LINE


 Product
Product Nandan Arvind Oswal Jindal Mahek Kanchn Vinod
Denim       
Yarn       
Shirting      

 Place
Product Nandan Arvind Oswal Jindal Mahek Kanchan Vinod
Ahmedabad       
Mumbai      
Delhi    
Nayka      
Kolkata  
Mehshana     

 Promotion
Product Nandan Arvind Oswal Jindal Mahek Kancha Vinod
Social Media       
Banner       
Feshan show       

 Pricing
Product Pri Nanda Arvin Oswa Jinda Mahe Kancha Vino
ce n d l l k n d
Denim 100      
-
130
Yarn 100     
-
110
Shirting 100     
-
110

a. Production and Operations


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Nandan Denim has a start-to-finish business model that comprises the largest vertically-
integrated denim manufacturing.
Capacity in India. The Company manufactures yarn, shirting and denim fabrics. The
advanced spinning facility is capable of producing all specialised yarns like dual core,
colored slubs and cottonstretch yarns. The Company’s research and development team
develops trendy designs, quality textile manufacturing and designs in trend with the latest
fashion. An in-house maintenance team ensures a high manufacturing uptime.

Denim:
 Nandan Denim possesses the capability to dye denim yarns with sheet dyeing andrope
dyeing technologies.
 The Company manufactures large or small volumes in various colors, reflectingits
enhanced flexibility.
 The Company’s fabric finishing techniques include wet chemical application, foam
application, over-dyeing, peaching, coating, resin application, etc.
 The Company’s denim range includes 100% cotton denim including cotton

Stretches
 Poly denims with stretches
 Cotton and manmade blends

With Stretches
 Coated denim
 Cotton modal
 Power stretch
 Light weight printed denim
 Denim with dual core yarns
 Colored denim

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b. SUPPLY CHAIN AND LOGISTICS
• Machines Avilablity
1.Machine All Set Up • Testing

• Sydokuoq
2.Looms • Toyoto

• Dying
3.Ball Wrapping • Sheet
• Rope

• Wet,Foam, OD
4.Finishing • Mever,Designed,Coat
• Wash Denim

• Width
5.Quality • shade,Weave
• Damage

• Damage
6.Folding& • Width
Inspection

• Package
7.Dispatch to • Label,Grand
Godown
• Meter,Shorting

• Pricing
8.Marketing • Delievery

• As per the Requirements


9.Customers

1. Machine All Setup: The all machines which are required are first set up as per
therequirements. Then the checking of the machines that they are working properly or not.

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2. Looms: Looms mainly consists the type of the machines: Sydokuoq and Toyota this two
company’s machines are using the organization.
3. Ball Wrapping: Ball wrapping mainly consist the dying function in dying the Sheetsand
ropes.
4. Finishing: Finishing is the main functions which is made by many other small
chunkfunctions like wet, Foam, OD,Mever, Designed, Costly, and washing the Denim. For
giving the finishing to the product all these small functions are done on the Product.
5. Quality: The products quality is check in this phase. In quality company checks thewashed
denim’s width, its color shade, weave, and check that there is no damage and make sure that
the product is as per the requirements of customers.
6. Folding and Inspection: After the quality checks they inspect the product that ifthere is
any damage or problems related to the product than all problems resolved over here.
7. Dispatch to Go Down: After the quality checking it goes to the go down and there
allabelling and packing and sizing, shorting are done over there.
8. Marketing: After the packaging it goes into the market all pricing and delivery ofproducts
are done in this phase.
9. Customer: After Successful delivery are done than it goes to the customers.

c. HUMAN RESOURCE MANAGEMENT


i. HR STRUCTURE:

Managing Director

Execution Director

General Manager

Manager, Personal
Services

Personal Office

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 There are lots of things company cared about which are related to the employees which
is define below:
Personal Development Plan:
We make our employees undergo a
comprehensive analysis of their skills,
defining what is important to them, what
they want to achieve, what strengths they
already have that help to achieve their
goals, and what they need to improve and
develop with time.

Employee Social Security Schemes:


Gives opportunities for long term
survival and growth by providing social
benefits to our employees and reduced
employee absenteeism and increased
productivity.

Statutory Lab our Welfare Facility:


AsPer The Act
This is for social comfort and intellectual
improvement of the employee. This
ensures a higher standard of working
condition, to make life worth living for
the employees. It is a voluntary effort to
improve the existing industrial system
and the condition of employment in the
factory. This includes among the
employees a sense of responsibility,
dignity, and belonging and makes them
proud of themselves and the company.
Women Leadership:
We make our employees undergo
Comprehensive analysis of their skills,
defining what is important to them, what
they want to achieve, what strengths they
already have that help to achieve their
goals, and what they need to improve and
develop with time.

Training And Development:


We enhance the right skill sets so that our
team is prepared to handle any market
challenges and serve the niche customer
demands.

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Role of HRM:
The role of human resource management in organization is at counter stage.
Managers are aware that HRM is a function that must play a vital role in the
success of organization. It is an active participant in charting the strategic course
an organization must take place to remain competitive, productive and efficient.
Its focal point is people, people are the life blood of the organization. The
uniqueness of HRM lies in its emphases on the people in work setting and its
concerns for the well living and comfort of the human resources in an
organization. The HRM function is much more integrated and strategically
involved. HRM and every other functions must work together to achieve the level
of organization. Effectiveness required competing locally and internationally.
It is the action oriented, individual oriented, globally oriented and future oriented.
It focuses on satisfying the needs of individual at work.

Functions and businesses need to integrate for effecting customer


service.
The approach to HRM differs from organization to organization depending on
how much it is valued by the management Technological change, innovation and
heightened competition drive to increase the skill of employees. Competitive
challenges motivate to companies to use their human resources effetely.

Contribution of HRM to Organization

a. Helping the organization to search its goal.


b. Employing the skills and the activities of the workforce efficiently.
c. Providing the organization with well trained and well motivated
employee.
d. Increasing to the fullest the employee’s job satisfaction.
e. Developing and maintaining quality of work life
f. Communication
g. Helping to other department and function

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Financial Ratio Analysis:
(1) LEVERAGE RATIO :
(1) Debt To Equity Ratio = Debt/equity: The debt to equity ratio is a financial, liquidity ratio
that relates a company's total debt to total equity. The debt to equity ratio displays the percentage
of company financing that comes from creditors and investors. A higher debt to equity ratio
shows that more creditor financing is used than investor financing. Each industry has diverse
debt to equity ratio benchmarks, as some industries tend to use more debt
financing than others.
Year 2018 2017 2016
Total Debt 37187 45204 31824
Assets 134529 128016 102165
Ratio 0.27642 0.35311 0.38001

(2) LIQUIDITY RATIO:


(1) Current Ratio:
The current ratio is a liquidity and efficiency ratio that measures a firm's ability to pay off its
short-term liabilities with its current assets. The current ratio is a significant measure Of liquidity
Because short-term liabilities are payable within the next year. The current ratio aids investors
and creditors comprehend the liquidity of a company and how easily that company will be able
to pay off its current liabilities. This ratio states a firm's current debt in

Current ratio = Current assets / Current liabilities

Year 2018 2017 2016


CURRENT ASSETS 60360 46480 42963
CURRENT 47831 39973 34127
LIABILITIES
RATIO 1.26194 1.16278 1.25891

(2) ACID TEST RATIO = C.A -INVENTORY/C.L :It is supplementary to the current ratio.
The
acid test ratio is a more severe and stringent test of a firm's ability to pay its short-term
obligations 'as and when they become due. Quick Ratio establishes the relationship between the
quick assets and current liabilities
Year 2018 2017 2016
Current Assets 60360 46480 42963
Inventory 24750 21621 19510
Current liabilities 47831 39973 34127
Ratio 0.74449 0.62189 0.68722

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3. cash ratios
Cash and cash 1765.61 1697.04 1746.93
equivalents
Current liabilities 47831 39973 34127
ratio 0.0369 0.0424 0.0511

(3) turn over ratios


1.Inventory turnover ratio
COGS 113280.96 78886.16 nil
Inventory 24750 21621 19510
ratio 4.577 3.648 -

2.Inventory day ratios


No. of days 365 365 365
Inventory turnover 4.577 3.648 -
ratio
Ratio 79 100 NIL

4. DECISION MAKING

4.1Strategic Decision Areas and Decision- Making Process


The whole organization includes four main functional areas, which are marketing,
operations management, finance and human resource management. Each
functional area requires strategic thinking, which is thinking for the future.
Nandan maintains a system of well-established policies and procedures for internal
control of operations and activities. It continuously strives to integrate the entire
organization from strategic support functions like finance, human resources, and
regulatory affairs to core operations like research, product development, manufacturing
and supply chain management. The internal audit function is further strengthened in
consultation with statutory auditors for monitoring statutory and operational issues. The

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Company has appointed independent agency as Internal Auditors to access the adequacy
and effectiveness of all internal control systems and suggest improvements. Significant
issues are brought to the attention of the Audit Committee for periodical review.
Moreover,the Company has obtained best-in-class certifications and adheres to standard
operating practices in its manufacturing and operating activities.

The statements in this Management Discussion and Analysis report could differ
materially from those expressed or implied. Important factors that could make a
difference to the Company’s operation include raw material availability and prices and
pricing in the Company’s principal markets, changes in the governmental regulations, tax
regimes, forex markets, economic developments within India and the countries with
which the Company conducts business and other incidental factors.

4.2 Tactical and Operating Decisions and Decisions-Making Process

Tactical decisions focus on more specific day-to-day issues, such as the quantities and
timing of specific resources, and how specific resources are used. They are bound by
strategic decisions. Tactical decisions must be aligned with strategic decisions because
they are the key to the company’s effectiveness in the long run. Tactical decisions
provide feedback to strategic decisions, which can be modified accordingly. Without the
direction provided by strategic decisions, companies may pursue competition in areas that
do not directly contribute to the business plan and waste resources.
There are lots of Risk can be arrived in the business:
Nandan believes that prudent risk management is the stepping stone towards a more
balanced risk-reward paradigm. Hence, it concentrates on understanding the risks that the
business might be exposed to and undertakes relevant measures to mitigate them.

My Learning
After The doing this internship I can understand the process of making denim clothes and
which kind of resources are needed and most importantly I learnt how to keep growing in
market with our product and how the marketing is done in the organization.

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Part-2

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Introduction
One of the best ways to raise the service level is by knowing the customers perceptions
(Zemke, Woods 1998, 273).It is only when you know your customers’ perceptions of
your business, your service and your products, that you truly know whether your business
is going in the right direction or not. Everything what the customers see, hear and
experience is linked together and forms their overall perception of the company. The
purpose of this thesis is to find out how the case company’s customers perceive them,
both when it comes to the actual store itself but also, more importantly, how the
customers experience the service they receive and the products they are offered.
The concept of customer perception is built up by customer experiences, how they
perceive the service they are offered and ultimately by whether they actually are satisfied
with their experiences or not.
The objectives of this thesis are two folded. Firstly, the aim is to analyse the existing
customers’ perception of the company, its products and service. Secondly, the aim is to
investigate how the company can use this knowledge and develop their business and
customer service even further.
Customer satisfaction (often abbreviated as CSAT, more correctly CSat) is a term
frequently used in marketing. It is a measure of how products and services supplied by a
company meet or surpass customer expectation. Customer satisfaction is defined as "the
number of customers, or percentage of total customers, whose reported experience with a
firm, its products, or its services (ratings) exceeds specified satisfaction goals." The
Marketing Accountability Standards Board (MASB) endorses the definitions, purposes,
and constructs of classes of measures that appear in Marketing Metrics as part of its
ongoing Common Language in Marketing Project.
Literature Review
A Study on Consumer Attitude towards Buying in Sri Devi Textiles, Mrs. B. Chitra
(2011)
In this report the author had studied about the consumer attitude related to textiles
production and for that analysis author studied different methods like black box model
analysis. The source of data was sample of 100 respondents are selected from the
Coimbatore city using convenient random sampling method. Descriptive Analysis and
Chi-Square Analysis statics tools was used during the study. The study said that
Customer behaviour study is based on consumer buying behaviour, with the customer
playing the three distinct roles of user, payer and buyer. Research has shown that
consumer behaviour is difficult to predict, even for experts in the field. Relationship
marketing is an influential asset for customer behaviour analysis as it has a keen interest
in the re-discovery of the true meaning of marketing through the re-affirmation of the
importance of the customer or buyer. A greater importance is also placed on consumer
retention, customer relationship management, personalisation, customisation and one-to-
one marketing. Social functions can be categorized into social choice and welfare
functions.

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A Study on Consumer Behaviour towards Branded Garments among Male
Shoppers,
Syed Ahamed.S1, Dr. A. Ravi2(2014)
During the study the source of data was students pursuing their engineering education in
HKBK College of Engineering and Cambridge Institute of Technology, Bangalore. 150
students were taken as samples for the study by using convenience sampling method.
This study include that Many developments and changes are taking place around us with
all the industries and firms within each industry including garment industry with an
intention to keep pace with the changes and diverse needs of the people. Though for
decades together, marketers have regarded „consumer‟ as the king and evolved all
activities to satisfy him, this concept is gaining more momentum and importance today.
This can largely be attributed to the prevailing market situation. Not only competition has
become intense but over and above with the market being flooded with many products.
The challenge before the marketers is to understand the diversity of consumer behaviour
and offer goods and services accordingly. Today the company image is built and made
known by its customers. Thus, the success of the firm will be determined by how
effective it has been in meeting the diverse consumer needs and wants by treating each
customer as unique and offering products and services to suit his needs and creating a life
time value and relationship.

Study of factors affecting consumer buying behaviour of home furnishing products,


Anirudhya Samanta (2011-2013)
The study involves conducting a marketing survey on the consumers of the home
furnishing products in Pune to understand their attitude towards the home furnishing
products and the factors that influence their buying decision making. A sample size of
211 consumers have been taken from different outlets in Pune and also an online survey
to get the perception of different age groups and conducted a survey on them. The study
“Factors affecting the buying behaviour of home furnishing products” is aimed at
understanding consumer behaviour during purchase of home furnishing products and
various factors that influence their buying pattern. Consumer behaviour not only has
always been considered an important factor for the producers and the other actors in a
number of steps from producers to end user, called the vertical value chain or networks,
but also puts forward a decision-making model, purchasing patterns which involves the
thoughts, ideas, feelings and experiences to satisfy needs and desires in the consumption
process.
Consumer Attitude and Purchase Decision towards Textiles and Apparel Products
Reham Abdelbaset Sanad (2016)
In this study the author takes the attributes related to the purchase decision like price,
design, Personality etc. Purchase channel has been an important concern for researchers
as it constitutes the environment of buying process. This environment affects the
consumer purchase decision. In USA, factors affecting buyers behaviour form actual
store were: type of clothing desired, outside appearance of the shop (such as window
display and landscaping), shopping hours and advertisements.
A Study Of Consumer Preference Towards Branded Apparels In Ludhiana,
Manmeet Singh Monga (L-2010-BS-16-MBA) (2012)

This study said that Consumer preferences relating to apparel fall in to two categories
22
namely those related to apparel attribute and those related to store attribute. Apparel
attributes include variety, its durability, price, size available. Store attributes include the
location of a store, its size and its service. Apparel is an item of regular consumption,
which enables consumers to develop stable preferences. Enduring involvement reflects
feelings experienced toward a product category that are persistent over time and across
different situations (Forsythe, 1994). When consumers become involved with a product,
they process product-related information more readily. This information is processed
deeply and is, therefore, retained for a longer duration. When consumers form an attitude
toward a product, they make evaluative associations between the product and its
attributes. Some of that attributes may be utilitarian such as durability or comfort -or
hedonic such as color, fashion, or styling.

A Study On Consumer Perception Towards Online Shopping, Mr. Pratiksinh


Vaghela (2014)
online shopping has becoming a trend that is why it is necessary to make a study on
online shopping usage and perception. The main aim of this research is to study the
perception of the customers towards online shopping and also discriminate this
perception gender wise. This study conduct that Consumer decision process carries five
stages, starting with Problem recognition and following Information search, Evaluation
of alternatives, Purchase decision and finally Post Purchase behaviour. Where consumer
use external and internal sources for analysis given information. Descriptive research
design was used to measure the involvement level. Convenient sampling technique was
used for selecting respondents.
As given in all of the above reviews it was found that no research took place which
studied the recall capability of consumers towards brands of apparels and to know about
benefits of purchasing branded apparels. No study had taken place which tells about
which the most competing brands of apparels and which brands consumers are mostly
prefer. Hence this study was a step to cover this gap.

Problem Statement of The Study


There are some problems that are identified during research is:
 Exposure to Toxic Chemicals
 High Noise Levels
 Poor Working Conditions
 Bad Ergonomics
 Cotton Dust Can Cause Breathing Problems

Research Gap
 Limited number of respondents
 There may be error due to data transferring
 The respond is mainly given to the main brand that is denim

Objectives of The Study


 To understand the relationship between consumer behavior and customer value,
satisfaction, trust and retention.

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 The main objective of the study is to find out the level of satisfaction among the internal
customers.

Hypotheses of the study


1. Ho: There is no significant difference between the level of satisfaction among the internal
customers.
H1: There is significant difference between the level of satisfaction among the internal
customers.
2. Ho: There is no significant difference between the relationship between consumer
behavior and customer value, satisfaction, trust and retention.
H1: There is significant difference between the relationship between consumer behavior
and customer value, satisfaction, trust and retention.

Research Methodology
Source of Data: study will use one source of data primary
Primary Data: The study would be empirical one based on primary data. For the data
collection
of primary data, a structured questionnaire would be framed. With the help of
questionnaires,
survey would be conducted also.

Scheduled in Methodology:
Sr no Question Answers
1 Type of research Descriptive
2 Research design Primary data
3 Type of sampling Convenience Sampling
4 Sample size 30
5 Data collection Tool Qustionnairs
6 Data collection Method Survey

Frequency Table
Turnover Per Month
Turnover Frequency Per%
Below 200000 0 0
200000-400000 9 29.0
400000-600000 7 22.6
600000-800000 9 29.0
More than 800000 5 16.1
The sample respondent classified according to turnover per month. It was found that out
of the 30 respondents 29.0% are 200000-400000 and 600000-800000. 22.6% respondents
are 400000-600000 and 16.1% are more than 800000 turnovers per month respectively

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Q.1 Since how long you are purchasing products of Nandan Denim Pvt Limited?
Frequency Per%
< 2 Year 0 0
2-4 Year 12 38.7
4-6 Year 5 16.1
6-8 Year 8 26.7
> 8 Year 5 16.7
The sample respondent classified according to purchasing product of Nandan Denim. The
study foun the out of the 30 respondent 38.7% are 2-4 years and 6-8 years 26.7%, 16.7
respondent are more than 8 years, 16.1% respondents 4-6years. The table shows the
customers how long period purchasing product of Nandan Denim

Q.2 Do you purchase product from any other manufactures?


Frequency Per%
Yes 16 51.6
No 14 45.2
The sample respondents classified according to purchase product from any other manufactures.
Found that out of the 30 respondents 51.6 % Yes and 45.2% No. The study shows the customer
can parches product from other manufactures except Nandan Denim

Q.3 If Yes, then from which manufactures?


Frequency Per%
Denim 15 48.4
Arvind 2 6.5
Jindal 2 6.5
Kanchan 2 6.5
L&S 2 6.5
Mahak 2 6.5
Oswal 2 6.5
R.V 2 6.5
Vinod 1 6.5
The table show Customers can parches the products to Nandan Denim 48.4% and other
Arvind, Jindal, L&s, etc… 6.5% respectively to parches other manufactures.

Q.4 Please tick the appropriate boxes according to order of product?


4.1 Cotton Lygra
Frequency Per%
< 300000 Mtr. 3 9.6
< 300000-500000 Mtr. 6 19.4
500000-700000 Mtr. 14 45.2
>700000 Mtr. 8 25.8
The sample respondent classified according to purchasing product of Cotton Lygra to
Nandan Denim. The study foun the out of the 30 respondent 45.2% are less than 500000-
700000 Mts and 25.8% are greater than 700000, 19.4% are less than 300000-500000,
9.6% are less than 300000 respondents. The table shows the customers purchasing
product of Cotton Lygra to Nandan Denim.

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4.2 Cotton Poly Lygra
Frequency Per%
< 300000 Mtr. 9 29
< 300000-500000 Mtr. 8 25.8
500000-700000 Mtr. 7 22.6
>700000 Mtr. 6 19.4
The sample respondent classified according to purchasing product of Cotton Poly Lygra
to Nandan Denim. The study foun the out of the 30 respondent 25.8% are less than
300000-500000 Mts and 22.6% are 500000-700000, 19.4% are greater than 700000, 29%
are less than 300000 respondents. The table shows the customers purchasing product of
Cotton Poly Lygra to Nandan Denim.

4.3 Cotton
Frequency Per%
< 300000 Mtr. 8 25.8
< 300000-500000 Mtr. 9 29.0
500000-700000 Mtr. 8 25.8
>700000 Mtr. 5 16.1
The sample respondent classified according to purchasing product of Cotton to Nandan
Denim. The study foun the out of the 30 respondent 29.0% are less than 300000-500000
Mts and 25.8% are 500000-700000, 25.8% are less than 300000, 16.1% are greater than
700000 respondents. The table shows the customers purchasing product of Cotton to
Nandan Denim.

4.4 Shirting
Frequency Per%
< 300000 Mtr. 3 9.7
< 300000-500000 Mtr. 9 29.0
500000-700000 Mtr. 10 32.3
>700000 Mtr. 8 25.8
The sample respondent classified according to purchasing product of Shirting to Nandan
Denim. The study foun the out of the 30 respondent 32.3% are 500000-700000 Mts and
29.0% are less than 300000-500000, 25.8% are greater than 700000, 9.7% are less than
300000 respondents. The table shows the customers purchasing product of Shirting to
Nandan Denim.

Q.5 How much is the production of each of the following product in a year?
5.1 Jeans
Frequency Per%
<100000 0 0
100000-200000 9 29.0
300000-400000 15 48.4
>400000 6 19.4
The sample respondent classified according to purchasing product of Jeans to Nandan
Denim. The study foun the out of the 30 respondent 48.4% are 300000-400000 and
29.0% are 100000-200000, 19.4% are greater than 400000, 0% are less than 100000
respondents. The table shows the production of Jeans in Nandan Denim.
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5.2 Shirt
Frequency Per%
<100000 1 3.2
100000-200000 9 29.0
300000-400000 13 41.9
>400000 7 22.6

The sample respondent classified according to purchasing product of Shirt to Nandan


Denim. The study foun the out of the 30 respondent 41.9% are 300000-400000 and
29.0% are 100000-200000, 22.6% are greater than 400000, 1% are less than 100000
respondents. The table shows the production of Shirt in Nandan Denim.

Q.6 Do you export your product?


Frequency Per%
Yes 17 54.8
No 13 41.9
The sample respondents classified according to export product from any other
manufactures. Found that out of the 30 respondents 54.8% papal are export product and
41.9% are not export product.

Q.7 If yes, How much percentage of total production?


Frequency Per%
<20% 10 32.3
20%-30% 9 29.0
30%-40% 9 29.0
>40% 2 6.5
The sample respondent classified according to total productsan parentage. It was found
that out of the 30 respondents 32.3% are less than 20% and 29.0% are 20%-30%
respondents are 29.0% Are 30%-40% and 6.5% are 40% less than total production
respectively.

No Statement 1 2 3 4 5 Mean Std.Dev


Company offers wide
1 0 0 0 11 19 4.633 0.4901
range products.
Price of products are
2 0 0 1 14 15 4.467 0.5713
competitive.
Colour combination of
fabric offered by
3 0 0 0 10 20 4.667 0.4795
company is as per
requirements.
Quality of fabric is
4 0 0 0 14 16 4.533 0.5074
acceptable.
Packaging of product is
5 0 0 0 9 21 4.7 0.4661
attractive.

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Company offers gifts to
6 0 0 1 7 22 4.7 0.535
customers.
Company offers cash
7 discount on a lots of 0 0 3 9 18 4.5 0.6823
orders.
Company offers
8 extended credit to its 0 0 0 14 16 4.533 0.5074
customers.
Raw material packaging
9 0 0 7 14 9 4.067 0.7397
is safe and good.
Raw material’s quality is
10 0 0 3 20 7 4.133 0.5713
good.
Nandan is better brand
11 0 0 5 15 10 4.167 0.6989
than other.
Company offers
12 extended credit to its 0 0 1 20 9 4.267 0.5208
customer.
Replacement of damage
13 0 0 3 18 9 4.2 0.6103
product is given.
Services of company are
14 0 0 1 15 14 4.433 0.5883
good.
Company offers wide
15 0 0 0 9 21 4.7 0.4661
range products.
Credit period for one
year is better for the
16 0 0 1 12 17 4.533 0.5713
Retailer for fulfil the
Amount.
I am Satisfied with the
given Cash Discount
17 0 0 1 15 14 4.433 0.5683
From the Manufacture
Firm.
The Government charges
18 heavy Duties and Taxes 0 0 1 12 17 4.533 0.5713
on Denim
Denim brand is better
19 raw material as compare 0 0 0 10 20 4.667 0.4795
the another brand.
Raw material of Denim
20 0 0 5 25 4.833 0.379
are defect free.

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DATA ANALSIS, FINDINGS AND INTREPRETATIONS
Spss Output Of Chi-square
No Qustion Production
1 Company offers wide range products. .583
2 Price of products are competitive. .322
3 Colour combination f fabric offered by company is as per requirements. .073
4 Quality of fabric is acceptable. .047
5 Packaging of product is attractive. .026
6 Company offers gifts to customers. .083
7 Company offers cash discount on a lots of orders. .071
8 Company offers extended credit to its customers. .105
9 Raw material packaging is safe and good. .505
10 Raw material’s quality is good. .013
11 Nandan is better brand than other. .730
12 Company offers extended credit to its customer. .738
13 Replacement of damage product is given. .662
14 Services of company are good. .828
15 Company offers wide range products. .360
16 Credit period for one year is better for the Retailer for fulfil the Amount. .475
17 I am Satisfied with the given Cash Discount From the Manufacture Firm. .309
18 The Government charges heavy Duties and Taxes on Denim .503
19 Denim brand is better raw material as compare the another brand. .468
20 Raw material of Denim are defect free. .549

Interpretation:
The Signification difference of the variable who have value more than 0.05 on that
question. We have to accepted the H1 hypothesis and for those question who have value
less than 0.05, we have to accepted H0.

One way Annova (Jeans)


100000- 300000- Sign
No Question >400000 Remark
200000 400000 Value
Company offers wide
1 range products.
0.527 0.488 0.5164 0.859 H1Accepted

Price of products are


2 competitive.
0.6667 0.5071 0.5477 0.298 H1Accepted

29
Colour combination of
fabric offered by
3 company is as per
0.527 0.5071 0 0.161 H1Accepted
requirements.
Quality of fabric is
4 acceptable.
0.527 0.5164 0.5164 0.722 H1Accepted

Packaging of product is
5 attractive.
0.3333 0.488 0.5477 0.273 H1Accepted

Company offers gifts to


6 customers.
0.7071 0.3519 0.4089 0.042 HoAccepted

Company offers cash


7 discount on a lots of 0.866 0.6325 0.5477 0.666 H1Accepted
orders.
Company offers
8 extended credit to its 0.5 0.488 0.5477 0.302 H1Accepted
customers.
Raw material packaging
9 is safe and good.
0.6667 0.7432 0.8165 0.332 H1Accepted

Raw material’s quality


10 is good.
0.6667 0.4577 0.5164 0.076 HoAccepted

Nandan is better brand


11 than other.
0.6009 0.7746 0.7528 0.958 H1Accepted
Company offers
12 extended credit to its 0.441 0.5071 0.6325 0.278 H1Accepted
customer.
Replacement of damage
13 product is given.
0.5 0.7037 0.5164 0.505 H1Accepted

Services of company
14 are good.
0.527 0.6172 0.5164 0.493 H1Accepted

Company offers wide


15 range products.
0.5 0.4577 0.5164 0.931 H1Accepted

Credit period for one


year is better for the
16 Retailer for fulfil the
0.7071 0.5164 0.5164 0.558 H1Accepted
Amount.
I am Satisfied with the
17 given Cash Discount 0.6667 0.5164 0.5477 0.423 H1Accepted
From the Manufacture
The Government
18 charges heavy Duties 0.7265 0.5164 0.5164 0.774 H1Accepted
and Taxes on Denim

30
Denim brand is better
raw material as
19 compare the another
0.5 0.4577 0.5477 0.618 H1Accepted
brand.
Raw material of Denim
20 are defect free.
0.3333 0.414 0.4082 0.865 H1Accepted

Interpretation:
From the above test it is being found that for the most cases H1 is accepted and this is no
signification difference between customer behaviors on the basic type of customer.

One way Annova (Shirt)


100000- 300000- Sign
No Question >400000 Remark
200000 400000 Value

Company offers wide range H1


1 products.
0.5164 0.4804 0.5345 0.85
Accepted
Price of products are H1
2 competitive.
0.6749 0.5189 0.5345 0.541
Accepted
Colour combination f fabric H1
3 offered by company is as per 0.5164 0.4804 0.488 0.869 Accepted
requirements.
Quality of fabric is H1
4 acceptable.
0.527 0.5189 0.488 0.567
Accepted
Packaging of product is H1
5 attractive.
0.3162 0.5064 0.5345 0.254 Accepted

Company offers gifts to H1


6 customers.
0.6992 0.4804 0.378 0.636 Accepted
Company offers cash H1
7 discount on a lots of orders.
0.6992 0.7679 0.5345 0.732 Accepted
Company offers extended H1
8 credit to its customers.
0.483 0.4804 0.488 0.1 Accepted

Raw material packaging is H1


9 safe and good.
0.6667 0.7596 0.8997 0.929 Accepted
Raw material’s quality is H1
10 good. 0.4714 0.6304 5774 0.356 Accepted

Nandan is better brand than H1


11 other. 0.6667 0.6887 0.7868 0.475 Accepted

Company offers extended H1


12 credit to its customer. 0.3162 0.5991 0.5345 0.178 Accepted
Replacement of damage H1
13 product is given. 0.6325 0.6405 0.5345 0.486 Accepted
31
Services of company are H1
14 good. 0.483 0.5189 0.7868 0.624 Accepted
Company offers wide range H1
15 products. 0.5164 0.4385 0.488 0.701 Accepted
Credit period for one year is H1
16 better for the Retailer for 0.7071 0.4804 0.488 0.319 Accepted
fulfil the Amount.
I am Satisfied with the given H1
17 Cash Discount From the 0.7071 0.4385 0.488 0.176 Accepted
Manufacture
The Government charges H0
18 heavy Duties and Taxes on 0.6325 0.5064 0.378 0.046 Accepted
Denim
Denim brand is better raw H1
19 material as compare the 0.5164 0.4804 0.488 0.869 Accepted
another brand.
Raw material of Denim are H1
20 defect free. 0.483 0.3755 0 0.281
Accepted

Interpretation:
From the above test it is being found that for the most cases H1 is accepted and this is no
signification difference between customer behaviors on the basic type of customer.

Factor Analysis

KMO and Bartlett’s Test


Kaiser-Meyer-Olkin Measure of Sampling 0.284
Bartlett's Test of Sphericity Approx. Chi- Squace 278.052
DF 190
Sig 0.000

Total Variance Explained


Component Total % of variance Cumulative%
1 2.674 13.370 13.370
2 2.602 13.011 26.381
3 2.246 11.231 37.611
4 2.193 10.965 48.576
5 2.018 10.088 58.664
6 1.878 9.389 68.054
7 1.396 6.981 75.035
8
9
32
10
11
12
13
14
15
16
17
18
19
20

Rotated Variance Explained (Cut off Value is 0.05)


Component
No Statement
1 2 3 4 5 6 7
Company offers wide
1 0.403 0.098 -0.34 0.14 0.39 0.391 0.166
range products.
Price of products are
2 0.161 0.078 0.032 0.286 0.738 0.161 0.274
competitive.
Colour combination f
fabric offered by
3 0.733 -0.107 -0.29 0.162 -0.23 -0.257 0.002
company is as per
requirements.
Quality of fabric is
4 -0.037 0.766 0.092 0.116 -0.03 0.127 -0.068
acceptable.
Packaging of product is
5 0.05 0.199 -0.021 -0.078 0.108 0.828 0.005
attractive.
Company offers gifts to
6 0.133 0.372 0.056 0.197 0.511 -0.551 0.019
customers.
Company offers cash
7 discount on a lots of 0.15 0.724 -0.371 -0.1 0.117 -0.062 0.285
orders.
Company offers
8 extended credit to its -0.219 0.589 -0.044 0.542 0.206 -0.223 -0.24
customers.
Raw material packaging
9 0.021 0.137 0.178 0.159 -0.67 -0.082 0.389
is safe and good.
Raw material’s quality
10 0.053 -0.169 0.577 0.255 0.195 0.636 -0.039
is good.
Nandan is better brand
11 0.028 -0.164 0.798 0.053 -0.34 -0.099 0.079
than other.
33
Company offers
12 extended credit to its 0.083 0.309 0.777 -0.016 0.101 0.084 -0.07
customer.
Replacement of damage
13 0.145 0.748 0.232 0.352 -0.15 0.076 -0.01
product is given.
Services of company are
14 0.51 0.2 0.002 0.26 -0.5 0.015 -0.361
good.
Company offers wide
15 0.073 -0.008 -0.029 0.109 0.038 0.022 0.884
range products.
Credit period for one
year is better for the
16 0.591 0.035 0.33 -0.003 0.055 0.359 0.106
Retailer for fulfil the
Amount.
I am Satisfied with the
given Cash Discount
17 0.053 0.28 -0.141 0.78 0.075 -0.067 0.236
From the Manufacture
Firm.
The Government
18 charges heavy Duties 0.746 0.287 0.269 -0.249 0.162 0.017 -0.003
and Taxes on Denim
Denim brand is better
19 raw material as compare 0.141 0.052 0.181 0.844 -0.01 0.041 0.007
the another brand.
Raw material of Denim
20 0.794 -0.054 0.003 0.158 0.13 0.062 0.081
are defect free.

Variables Component New Name


Colour combination f fabric offered by company is as per 1 Price & quotation
requirements.
Services of company are good.
The Government charges heavy Duties and Taxes on Denim
Raw material of Denim are defect free.
Quality of fabric is acceptable. 2 Attract Of
Company offers cash discount on a lots of orders. Product
Company offers extended credit to its customers
Replacement of damage product is given.
Nandan is better brand than other. 3 Offer & Credit
Company offers extended credit to its customer.
Company offers extended credit to its customers. 4 Order & Raw
I am Satisfied with the given Cash Discount From the Material
Manufacture Firm.
Denim brand is better raw material as compare the another
34
brand.
Price of products are competitive. 5 Warranty &
Company offers gifts to customers. Guaranty
Raw material packaging is safe and good.
Services of company are good.
Packaging of product is attractive. 6 Attract & Good
Company offers gifts to customers.
Raw material’s quality is good.
Company offers wide range products. 7 Cas Discount &
Credit Pridiyar

Reference
Website:
www.nandandenim.com
www.denim.com

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