1.

1 INTRODUCTION TO THE STUDY

“consumer is the sole end and purpose of all production; and the interest of the
producer ought to be attended to only so far as it may be necessary for promoting that
of the consumer” – Adam Smith. The growing independence of the world economy
and international character of many business practice have contributed to the
developmental emphasis on consumer. Modern technological developments have no
doubt made a great impact on quality, availability and safety of goods and service. A
consumer is a person who purchase or ultimately consumes goods and services

The textile industry is primarily concerned with the design, production and
distribution of yarn, cloth and clothing. The raw material may be natural, or synthetic
using products of the chemical industry.The customer satisfaction for textile sector
carries great importance like the customer satisfaction for other sector carry
especially, if it is considered that gaining new customers. An organization has to
listen to its external customers. A number of studies have been proved that the long
term and great success of a business is closely related to the ability to create and
maintain loyal and satisfied their customers adapted to change the preferences. This
study also aims to show the customer satisfaction and preferences towards Kalyan
Silks with special reference to Kasaragod Showroom.Kerala is the modest of the textile
revolution; they will follow for their culture as well as their passion. The people will spend
for much more cost for their comforted dresses and materials. Kerala represents a tremendous
long term growth and opportunities for the textile with a population of nearly, textile business
of Kerala used to be business that earned huge profit with less investment , but today the
situation has to be changed. To earn a major profit huge investment is needed. The urban
customers considers there facts and the retailers are forced to give importance to there and
huge investments is needed for this, Also the preference of the customer are changing rapidly
now the retailing has to keep changing their product line and modify products according to
changing trends. The shops are trying hard for surviving and sustaining the same turnover
every year, the main problem textiles face today for the financial crisis, lack of investment
less margin and competition due to the crisis they are not able to in invest more into their
business as the customer are going for cheaper goods and the cheap products are available in
plenty. So the margin are very stiff to competitors so the new generation textile stock more
high quality goods to give goods at low price.
Kalyan silks ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

1.1 STATEMENT OF THE PROBLEM

1.2 OBJECTIVES OF THE STUDY

Following are the important objectives behind the conduct of this study:

 To find out and analyze the customer preferences and behavior towards Kalyan
Silks, Kasaragod.
 PENDINGGGGGGGGGGGG
1.3 SCOPE OF THE STUDY

This study will help to know the customers’ preferences and their needs expected
from the business owners. The study will help to guide the entrepreneur, how to
satisfy the loyalty customer, they can easily understand, which session to give more
importance and preference .The researcher will analysis the problem and to find the
suggestion and rectification of the textiles. The study should be helps to where
analysis of the customer satisfaction and etc.The study can help to understand easily,
effectively to customer needs and wants also their needed after sale service

1.4 IMPORTANCE OF THE STUDY

People today are extremely aware of the various brands in the markets and conscious
of the product that they are use or consume. They pick and choose carefully according
to their needs, style, preference etc. They all are well aware and familiar to the today’s
brands and buying behavior .this is because they all are well exposed to TV
commercials banners, bill boards,logos and products promotions. Through this study,
the researcher wishes to provide valuable insights to the marketers on the customer
preference and customer satisfaction. Thus enabling them to improve their marketing
strategies based on the findings .This study can convey what the consumer
satisfaction and how they prefer you the products
1.5 METHODOLOGY OF THE STUDY

This study is conducted to understand and analyze the customers’ satisfaction and
preferences towards Kalyan Silks with special reference to Kasaragod Kalyan Silks
showroom. The study conducted is purely based on statistical research. The main goal
of this type of research is to describe the data and characteristics about what is being
studies. This study is quantitative and uses surveys and sampling. Two methods used
for data collection are Primary Data and secondary Data.

 PRIMARY DATA:

Method of data collection was done by way of survey. Primary data was collected
through field survey with the help of structured Questionnaire. The questionnaire was
collected through field survey with the help of structured Questionnaire. The
questionnaire was filled by the customers to get to know about their tastes,
preferences and satisfaction towards shopping at Kalyan.

 SECONDARY DATA

Secondary data is the data which is already collected by someone else for the same,
similar or for different purpose. The secondary data was collected through various
books and websites. The secondary data was used for the purpose of preparing
Questionnaire, industry and company profile.

 SAMPLE SIZE AND SAMPLE UNIT

The sample size consist of 50 respondents from Kasaragod region for knowing the
satisfaction level of customers. The sample of 50 respondents was taken to know the
satisfaction as well as the awareness of customers towards the products offered by
Kalyan Silks.

 SAMPLE SELECTION PROCEDURE

Multi stage sample selection technique is used. At the first stage, Random sampling
technique was used to choose the customers of Kalyan from Kasaragod. At the second
stage, convenience sampling technique was used to take responses from the
respondents.
1.6 PERIOD OF THE STUDY

The study has been conducted over a period of 60 days starting from 14th October
2019 and completed by13th December 2019.

1.7 LIMITATIONS OF THE STUDY

Almost attention was taken to eliminate any kind of biasness and misinterpretation in
the study to get optimum result, even though the limitations could have certain degree
of impact on the findings

 Lack of research experience.

 The study was confined to Kasaragod region only which may not represent the
real picture of the entire customers of Kalyan.
 Data collected about satisfaction and awareness level may not represent the real
picture.
 This study is confined to only 50 respondents.
 Many staffs and executives were not interested to participate in this research
study.
 The study was conducted over a period of 60 days only, therefore the results may
not be precise.

1.9 CHAPTER SCHEME

CHAPTER NUMBER CHAPTER NAME

CHAPTER 1 INTRODUCTION

CHAPTER 2 INDUSTRY PROFILE

CHAPTER 3 COMPANY PROFILE

CHAPTER 4 DATA ANALYSIS AND INTERPRETATION

CHAPTER 5 FINDINGS, SUGGESTIONS AND

CONCLUSION

CHAPTER 6 BIBLIOGRAPHY
 APPENDIX I- QUESTIONNAIRE

TEXTILE INDUSTRY
KALYAN SILKS
TABLE 4.1: AGE GROUP WISE CLASSIFICATION OF RESPONDENTS
AGE GROUP NUMBER OF PERCENTAGE (%)
RESPONDENTS
Below 18 2 4
18-30 21 42
30-45 20 40
45-60 6 12
Above 60 1 2

TOTAL 50 100
Source: Primary Data

CHART 4.1: AGE GROUP WISE CLASSIFICATION OF RESPONDENTS

 AGEWISE CLASSIFICATION OF RESPONDENTS
25

20

15

10

0
Below 18 18-30 30-45 45-60 Above 60

INTERPRETATION:

As per the survey result it is clear that majority of the respondents falls to the category
of age group 18-20 and followed by the age group 30-45. The least is above 60 group.

TABLE 4.2: GENDER WISE CLASSIFICATION OF RESPONDENTS

GENDER NUMBER OF PERCENTAGE (%)

RESPONDENTS
Male 19 38

Female 31 62

TOTAL 50 100

Source: Primary Data

CHART 4.2: GENDER WISE CLASSIFICATION OF RESPONDENTS

 Gender wise Classification of Respondents

38%
Male
Female
62%

INTERPRETATION

It is clear from the above table and chart that 62% of the respondents are male and the
rest 38% are female. So it can be concluded that the majority of the respondents are
Male
TABLE 4.3: EDUCATIONAL QUALIFICATION OF RESPONDENTS

EDUCATIONAL NUMBER OF PERCENTAGE (%)

QUALIFICATION RESPONDENTS
SSLC 2 4

Plus Two 1 2

Graduate 26 52

Post Graduate 10 20

Others 11 22

TOTAL 50 100

Source: Primary Data

CHART 4.3: EDUCATIONAL QUALIFICATION OF RESPONDENTS

Educational Qualification of Respondents

Others 4% 2%
22%
SSLC
Plus Two
Post Graduate Graduate Graduate
20% 52%
Post Graduate
Others

INTERPRETATION
TABLE4.4: OCCUPATION OF THE RESPONDENTS

EDUCATIONAL NUMBER OF PERCENTAGE (%)

QUALIFICATION RESPONDENTS
Govt Employee 12 4

Business person 14 2

Professional 26 52

Others 10 20

TOTAL 50 100

Source: Primary Data

CHART 4.4: OCCUPATION OF THE RESPONDENTS

OCCUPATION
30

25

20

15

10

0
Govt Employee Business person Professional Others

INTERPRETATION

TABLE4.5: RESIDENTIAL STATUS OF RESPONDENTS

 RESIDENTIAL NUMBER OF PERCENTAGE (%)
STATUS RESPONDENTS
Resident 48 96

NRI 2 4

TOTAL 50 100

CHART 4.5: RESIDENTIAL STATUS OF RESPONDENTS

RESIDENTIAL STATUS

Resident
96% 4% 4%
NRI

INTERPRETATION

TABLE 4.6: AVERAGE MONTHLY INCOME OF THE RESPONDENTS

 AVERAGE MONTHLY NUMBER OF PERCENTAGE (%)
INCOME (IN RS.) RESPONDENTS
Below 10000 0 0

10000-30000 8 16

30000-60000 26 52

Above 60000 16 32

TOTAL 50 100

TABLE 4.6: AVERAGE MONTHLY INCOME OF THE RESPONDENTS

AVERAGE MONTHLY INCOME

26

16

BELOW 10000 10000-30000 30000-60000 ABOVE 60000

INTERPRETATION

TABLE 4.7: FREQUENCY OF VISIT TO KALYAN SILKS

 FREQUENCY OF VISIT NUMBER OF PERCENTAGE (%)
RESPONDENTS
Weekly 1 2

Monthly 39 78

Very often 9 18

Rarely 1 2

TOTAL 50 100

CHART 4.7: FREQUENCY OF VISIT TO KALYAN SILKS

FREQUENCY OF VISIT

2%
18%
2%
Weekly
Monthly
Very often
Rarely

78%

INTERPRETATION

TABLE 4.8: THE MODE THROUGH WHICH THE RESPONDENTS GET TO

KNOW ABOUT KALYAN SILKS
 MODE NUMBER OF PERCENTAGE (%)
RESPONDENTS
Advertisement 49 98

Word of mouth 1 2

TOTAL 50 100

CHART 4.8: THE MODE THROUGH WHICH THE RESPONDENTS GET

TO KNOW ABOUT KALYAN SILKS

MODE TO GET KNOW ABOUT KALYAN SILKS

Other Word of
Advertisement mouth
2%
98% 2%

INTERPRETATION:

TABLE 4.9: THE BEST MEANS OF COMMUNICATING THE

ADVERTISEMENT
 MEANS OF NUMBER OF PERCENTAGE (%)
COMMUNICATION RESPONDENTS
OF ADVERTISEMENT
Internet 10 20
Television 26 52
Mobile ads 4 8
Print Media 9 18
Others 1 2
TOTAL 50 100

CHART 4.9: THE BEST MEANS OF COMMUNICATING THE

ADVERTISEMENT

MEDIUM OF COMMUNICATION OF
ADVERTISEMENT

26

10 9

4
1

Internet Television Mobile ads Print Media Others

INTERPRETATION

TABLE 4.10: THE MOST ATTRACTIVE FEATURE OF KALYAN SILKS

 FEATURE NUMBER OF PERCENTAGE (%)
RESPONDENTS
Brand Image 12 24

Advertisement Criteria 20 40

Staff Interaction 6 12

Convenience of Location 5 10

Parking Facility 1 2

Latest Collection 4 8

Others 2 4

TOTAL 50 100

Chart4.10: The most attractive feature of Kalyan Silks

FEATURES OF KALYAN SILKS

20
18
16
14
12
10
8
6
4
2
0

INTERPRETATION

TABLE 4.11: THE DURATION BEING A CUSTOMER OF KALYAN SILKS

 DURATION NUMBER OF PERCENTAGE (%)
RESPONDENTS
Less than 6 months 2 4

6 months – 1 year 5 10

1year-2 years 20 40

More than 2 years 23 46

TOTAL 50 100

CHART 4.11: THE DURATION BEING A CUSTOMER OF KALYAN

SILKS

DURATION BEING A CUSTOMER OF KALYAN SILKS

25

20

15

10

0
Less than 6 months 6 months – 1 year 1year-2 years More than 2 years

INTERPRETATION
TABLE 4.12: WHETHER THE STAFFS FOUND KNOWLEDGEABLE OR
NOT ABOUT THE PRODUCTS IN DETAIL

OPINION NUMBER OF PERCENTAGE (%)

RESPONDENTS
Yes 44 88

No 5 10

Don’t know 1 2

TOTAL 50 100

CHART 4.12: WHETHER THE STAFFS FOUND KNOWLEDGEABLE OR

NOT ABOUT THE PRODUCTS IN DETAIL

KNOWLEDGEABILITY OF THE STAFFS

2%

10%

Yes
No
Don’t know

88%

INTERPRETATION
TABLE 4.13: WHETHER THE SHOWROOM VISUALLY APPEALING

OPINION NUMBER OF PERCENTAGE (%)

RESPONDENTS
Yes 48 96

No 2 4

TOTAL 50 100

CHART 4.13: WHETHER THE SHOWROOM VISUALLY APPEALING

96% 4% 4%

Yes No

INTERPRETATION
TABLE 4.14: WHETHER THE CUSTOMERS SUGGEST KALYAN SILKS
TO OTHERS

OPINION NUMBER OF PERCENTAGE (%)

RESPONDENTS
Yes 49 98

No 1 2

TOTAL 50 100

CHART 4.14: WHETHER THE CUSTOMERS SUGGEST KALYAN SILKS

TO OTHERS

Customers' suggestion to others

2%

Yes
No

98%

INTERPRETATION
TABLE 4.15: SATISFACTION LEVEL WITH REGARD TO COMPLAINT
REDRESSAL

SATISFACTION NUMBER OF PERCENTAGE (%)

LEVEL RESPONDENTS
Highly Satisfied 20 40

Satisfied 23 46

Neither Satisfied Nor 6 12

Dissatisfied
Dissatisfied 1 2

TOTAL 50 100

CHART 4.15: SATISFACTION LEVEL WITH REGARD TO COMPLAINT

REDRESSAL

COMPLAINT REDRESSAL
25

20

15

10

0
Highly Satisfied Satisfied Neither Satisfied Nor Dissatisfied
Dissatisfied

INTERPRETATION
TABLE 4.16: SATISFACTION LEVEL WITH REGARD TO FESTIVE
OFFERS

SATISFACTION NUMBER OF PERCENTAGE (%)

LEVEL RESPONDENTS
Highly Satisfied 10 20

Satisfied 33 66

Neither Satisfied Nor 4 8

Dissatisfied
Dissatisfied 3 6

TOTAL 50 100

CHART 4.16: SATISFACTION LEVEL WITH REGARD TO FESTIVE

OFFERS

FESTIVE OFFERS

6%
8% 20%
Highly Satisfied
Satisfied
Neither Satisfied Nor Dissatisfied
Dissatisfied
66%

INTERPRETATION:
TABLE 4.17: SATISFACTION LEVEL WITH REGARD TO COMBO
OFFERS

SATISFACTION NUMBER OF PERCENTAGE (%)

LEVEL RESPONDENTS
Highly Satisfied 10 20

Satisfied 33 66

Neither Satisfied Nor 4 8

Dissatisfied
Dissatisfied 3 6

TOTAL 50 100

CHART 4.17: SATISFACTION LEVEL WITH REGARD TO COMBO

OFFERS

COMBO OFFERS

35
30
25
20
15
10
5
0
Highly Satisfied Satisfied Neither Satisfied Dissatisfied
Nor Dissatisfied

INTERPRETATION
TABLE 4.18: SATISFACTION LEVEL WITH REGARD TO PRICING

SATISFACTION NUMBER OF PERCENTAGE (%)

LEVEL RESPONDENTS
Highly Satisfied 16 32

Satisfied 30 60

Neither Satisfied Nor 3 6

Dissatisfied
Dissatisfied 1 2

TOTAL 50 100

CHART 4.18: SATISFACTION LEVEL WITH REGARD TO PRICING

PRICING

6% 2%

32% Highly Satisfied

Satisfied
Neither Satisfied Nor Dissatisfied
Dissatisfied
60%

INTERPRETATION
TABLE 4.19: SATISFACTION LEVEL WITH REGARD TO RETURN AND
EXCHANGE POLICY

SATISFACTION NUMBER OF PERCENTAGE (%)

LEVEL RESPONDENTS
Highly Satisfied 4 8

Satisfied 35 70

Neither Satisfied Nor 8 16

Dissatisfied
Dissatisfied 3 6

TOTAL 50 100

CHART 4.19: SATISFACTION LEVEL WITH REGARD TO RETURN AND

EXCHANGE POLICY

RETURN AND EXCHANGE POLICY

6% 8%
16%
Highly Satisfied
Satisfied
Neither Satisfied nor Dissatisfied
Dissatisfied

70%
INTERPRETATION

TABLE 4.20: SATISFACTION LEVEL WITH REGARD TO CLEANLINESS

AND MAINTENANCE OF THE SHOWROOM

SATISFACTION NUMBER OF PERCENTAGE (%)

LEVEL RESPONDENTS
Highly Satisfied 30 60

Satisfied 20 40

Neither Satisfied Nor 0 0

Dissatisfied
Dissatisfied 0 0

TOTAL 50 100

CHART 4.21: SATISFACTION LEVEL WITH REGARD TO CLEANLINESS

AND MAINTENANCE OF THE SHOWROOM

CLEANLINESS AND MAINTENANCE OF THE

SHOWROOM

0%

40% Highly Satisfied

Satisfied
60%
Neither Satisfied Nor Dissatisfied
Dissatisfied

INTERPRETATION
TABLE 4.21: OVERALL SATISFACTION LEVEL OF CUSTOMERS
TOWARDS THE PRODUCTS AND SERVICES OF KALYAN SILKS

LEVEL OF NUMBER OF PERCENTAGE (%)

SATISFACTION RESPONDENTS
Highly Satisfied 10 20

Satisfied 39 78

Neither Satisfied Nor 1 2

Dissatisfied
Dissatisfied 0 0

TOTAL 50 100

CHART 4.21: OVERALL SATISFACTION LEVEL OF CUSTOMERS

TOWARDS THE PRODUCTS AND SERVICES OF KALYAN SILKS

OVERALL SATISFACTION

40
35
30
25
20
15
10
5
0
Very much Satisfied Neither Satisfied Dissatisfied
Satisfied NorDissatisfied
INTERPRETATION

5.1 FINDINGS
5.2 SUGGESTIONS (CHECK)

 The customers are most of them are satisfied for their product, but they are
expecting more variety in trends and fashion

 Appearance of a Malabar silks is poor. So the management should take effective

measures in making the showroom more attractive.

 The respondents suggested to provide different special offers and to implement

new techniques to increase the volume of sales

 The Malabar silks are required wide publicity, age up to 20-40 customers are
majority in visiting of the shop ,so to provide more publicity in case of attract all
levels of people.
 The majority respondents are suggested to provide good quality product at
reasonable rate and increase their perception.
5.3 CONCLUSION
BIBLIOGRAPHY
QUESTIONNAIRE

QUESTIONNAIRE

PENDINGG

1) NAME __________________________________________________
2) ADDRESS __________________________________________________
__________________________________________________
3) CONTACT NUMBER ______________________________________________
4) AGE GROUP:
a) Below 18 d) 45-60
b) 18-30 e) Above 60
c) 30-45
5) GENDER
a) Male b) Female
6) EDUCATIONAL QUALIFICATION
a) SSLC d) Post Graduate
b) Plus Two e) others
c) Graduate
7) OCCUPATION
a) Govt Employee c) Professional
b) Businessman d) Others
8) RESIDENTIAL STATUS
a) Resident b) NRI
9) AVERAGE MONTHLY INCOME
a) Below 10,000 c) 30,000-60,000
b) 10000-30000 d) Above 60,000
10) HOW FREQUENTLY DO YOU VISIT KALYAN SILKS?
a) Weekly c) Very often
b) Monthly d) Rarely
11) HOW DID YOU COME TO KNOW ABOUT KALYAN SILKS?
a) Advertisement b) Word of Mouth
12) HOW DID YOU COME TO KNOW ABOUT THE ADVAERTISEMENT OF
KALYAN SILKS?
a) Internet d) Print Media
b) TV e) Others
c) Mobile Ads
13) WICH FEATURE OF THE KALYAN SILKS ATTRACTED YOU THE MOST?
a) Brand Image e) Parking facility
b) Advertisement Criteria f) Latest collection
c) Staff Interaction g) Others
d) Convenience of Location
14) HOW LONG YOU ARE A CUSTOMER OF KALYAN SILKS?
a) Less than 6 months c) 1-2 years
b) 6 months- 1 year d) More than 2 years
15) DO YOU FIND THE STAFFS ARE KNOWLEDGEABLE REGARDING
VARIOUS PRODUCTS OF KALYAN SILKS?
a) Yes c) Don’t Know
b) No
16) DID THE SHOWROOM VISUALLY APPEALING?
a) Yes b) No
17) WILL YOU SUGGEST KALYAN SILKS TO OTHERS?
a) Yes b) No
PART B

RATE YOUR SATISFACTION (TICK YOUR OPTION):

FEATURE HIGHLY SATISFIED NEITHER DISSATISFIED

SATISFIED SATISFIED
NOR
DISSATISFIED
COMPLAINT
REDRESSAL
FESTIVE
OFFERS
COMBO OFFERS

PRICING

RETURN &
EXCHANGE
POLICY
CLAEANLINESS
&
MAINTENANCE
OF THE
SHOWROOM
OVERALL
SATSIFCATION

REMARKS / SUGGESTIONS (IF ANY):

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…………………………. THANK YOU…………………………………………