A STUDY ON CONSUMER PREFERENCE WITH SPECIAL REFERENCE TO POTHYS AT TIRUNELVELI

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CHAPTER -I

1. Introduction

Marketing involves a study of the consumers and their preference means the

preferring of one thing to another. Today the consumers have number of alternatives products

of a particular type at their disposal. Thus they have to prefer one particular product to

another. After having received information regarding the alternatives the consumers evaluates

the alternatives and then arrives at a purchase of decision. A marketing manager is required to

be aware of the reason for preferring a particular product.

Buying is an important function, consumers spend more time in buying includes

the determination of ones need, finding out of the source of supply, the making of business

connections, the negotiating of prices and other terms and conditions and the transfer of title

the seller to the purchaser.

Product selling beings with product buying. The success of selling depends upon

buying. It is generally experienced that the costs of the raw materials, supplies, etc, are about

half of the sales amount of manufactured products. Therefore almost all the producers or

manufacturers are basically interested in buying the best quality as purchases only try to

minimize the cost of buying. This is the case with middleman agents etc. Because the

businessmen are interested in selling is always at a profit. Thus we can mark that, goods

well bought are half sold for good buying correct buying decision is essentials. Perfect

knowledge of consumers demand and consumer want must be studied by the marketing

manager.

Now a days a large companies follow the modern marketing concept. It can be

expressed as, the achievement of corporate goods through meeting and exceeding customer

needs better than the competition.

In the study consumer behaviour involves the study of use and disposal of

products as well as the study of how they are purchased.

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The study of consumer behaviour helps firms improve their marketing strategy by

understanding the psychology of consumers, behaviour of customers, how consumer are

motivated and decide on differ products .By understanding the consumers we will be able to

make a more effective decision as to which strategy to employ.

The underlying foundation of demand, therefore, is a model of how consumers

behave. The individual consumer has a set of preferences and values whose determination are

outside the realm of economics. They are no doubt dependent upon culture, education, and

individual tastes, among a plethora of other factors. The measure of these values in this

model for a particular good is in terms of the real opportunity cost to the consumer who

purchases and consumes the good. If an individual purchases a particular good, then the

opportunity cost of that purchase is the forgone goods the consumer could have bought

instead. We develop a model in which we map or graphically derive consumer preferences.

These are measured in terms of the level of satisfaction the consumer obtains from

consuming various combinations or bundles of goods. The consumers objective is to choose

the bundle of goods which provides the greatest level of satisfaction as they the consumer

define it. But consumers are very much constrained in their choices.

These constraints are defined by the consumers income, and the prices the

consumer pays for the goods. We will formally present the model of consumer choice. As we

go along, we will establish a vocabulary in order to explain the model. Development of the

model will be in three stages. After a formal statement of the consumers objectives, we will

map the consumers preferences. Secondly, we present the consumers budget constraint; and

lastly, combine the two in order to examine the consumers choices of goods Consumer make

decisions by allocating their scarce income across all possible goods in order to obtain the

greatest satisfaction. Formally, we say that consumers maximize their utility subject to budget

constraint. Utility is defined as the satisfaction that a consumer derives from the consumption

of a good. As noted above, utilitys determinants are decided by a host of noneconomic

factors. Consumer value is measured in terms of the relative utilities between goods. These

reflect the consumers preferences. Theory of Consumer Preference is defined as the

subjective (individual) tastes, as measured by utility, of various bundles of goods. They

permit the consumer to rank these bundles of goods according to the levels of utility they give

the consumer. Note that preferences are independent of income and prices.

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1.2 Objective of the study

To study the customer preference about Pothys.

To know the benefits about the Pothys.

To know the customer satisfaction of the dress material in Pothys

To know the occupational level of customer

To know the the opinion about the price of dress material.

1.3 Limitations of the study

Some respondents were not ready to co-opearte with the researchers due to

some un wanted fear

Most of the respondents were have lack of knowledge. So we explain

The questions into Tamil it leads to wastage of time.

Time and cost are other factors limiting the study to sample of 75 percentages

Respondents did not take it as a serious concern.

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1.4 Methodology of the project

1.4.1 Meaning

Redman and mory define research as systematized effort to gain new knowledge

some people consider research as a movement from the known to the unknown. It is

actually a voyage of discovery.

1.4.2 Research methodology

Research methodology is a way to solve a research problem in a systematic manner.

In it various steps that are generally adopted by a researcher in studying the research

problem with logic behind them are explained in detail. The under mentioned steps and

procedure are followed in this study.

1. Identifying the study area based on the rational of the study and the problem to be

solved by doing a research.

2. Preparation of interview schedule and collecting primary data from the buyers of the

Pothys textile ltd.

3. Analysing the collected primary data through percentage analysis and statistical

procedures.

4. Preparing a detailed report by explaining the concept of research topic research

design discussion and finding.

1.4.3 Research design:

The design of the research project popularly known as the research design. A research

design is the arrangement of conditions for collections and analysis of data in a manner that

aims to combine relevance to the research purpose with economy in procedure.

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1.4.4 Descriptive research:

Descriptive research includes survey facts finding enquiries of different kinds. The

main characteristics has no control over the variable she can only report what has happen

or what is happening.

1.4.5 Sampling size:

The sampling size should be large enough to give a confidence interval of desired width

and as such the size of the sample must be chosen by the universe the sample size for the

study is 75.

1.4.6 Sampling method:

Convenience sampling is used for the study under this method the units are selected

according to convenience of the researcher such as nearness easy availability of data.

1.4.7 Tools for data collection:

The tool used in questionnaire construction is an art. Questionnaires are used primarily

status of current practice &in conducting opinion tools & surveying attitude. Questionnaire

is schedule to be filled up information rather by the researcher.

1.4.8 Tools for analysis:

The tools used for analysis in percentage analysis.

1.4.9 Research area:

The research selected in tiruneiveli for the research.

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Methods of data collection:

The researcher collected the datas from two different sources.

i) Primary data

ii) Secondary data

i) Primary data:

Primary data refers to those data which are gathered by observation. Measurement

and count during the source of investigation. Primary data are those which are collected

for the first time.

The questionnaire method is used by the researcher to collect the primary data. The

researcher interviewed the respondent in person with the help of questionnaire after

explain the aim of this study. As the questionnaire after explain the aims of this study. As

the questionnaires in English the researcher translated the question into Tamil for the

accurate responses. The researcher requested and motivated the respondents to be

frank in their opinion.

ii) Secondary data:

Secondary data refers to those data which have already been collected and used by

some agency for some purpose and are available for the study. Secondary data are

collected through some publications.

The secondary data have been collect from books, journals, newspapers, periodical

reports, internet and unpublished records.

The researcher collected the secondary data from the publications, newspapers

and internet.

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Data analysis:

The data has been analyzed by using appropriate statistical techniques such as

percentage.

The researcher prepared the master table for the collected primary data. Then they

used tabulation, percentage analysis and statistical procedure to interpret the collected

primary data. By this way the research design was framed to collect the primary data.

1.5 Scope of the study:

The research was conducted in Tirunelveli. The research was conducted for consumer

preference with special reference to Pothys. The market study in used to determine the

satisfaction level and also the opinion about the Pothys among the buying behavior of user.

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1.6 Organization structure

Figure 1

Managing director

General manager finance

Manager Administration

Personal Officer

Personal Assistants

Manager Accounts

Accounts Officer

Clerk

General Manager

Production

Manager Production

Supervisor

Line Supervisor

General Manager

Quality Control

Manager Quality Control

Quality Control Inspector

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CHAPTER II

2.1 About the Pothys

In 1930, Pothys gathered up the threads of our dream. They started a small loom in

srivilliputtur in tamilnadu. Pothys was founded by mr.k.v.pothy moopanar ,founder of

Pothys before about 90 years. He first sold the cloths like cotton sarees, dhoties and

towels woven in his own loom under the namepothy mooopanar and it became the first

show room of Pothys at srivilliputtur. The potyhs family had forefather whom were the

dedicated weavers for the maharajas in the past. The Pothys has made many records in the

field of textile industry.

Pothys has established itself as house hold name in the textile industry in tamilnadu.

Our indisputed reputation stems froms our unflinching dedication to give you the highest

quality, exclusive and diverse clothing options and unmatched customer service.

Our hard work,dedication and perseverance has earned us the distination of being

voted the most preferred saree show room in Chennai, according to SUNTVneilson survey in

the year 2002.we are also the first retail show room in tamil nadu to be accredited with ISO

9001 certification way back in 2003. Pothys desire to innovate and excel in silk

manufacturing won us the Guinness world record in the year 2005 for creating the worlds

longest silk saree.

Awards and recognitions won by Pothys

*Pothys is the first retail show room in Tamilnadu to be accredited with ISO 9001

certification during the year 2003.

*during the year 2005 Pothys made a Guinness world record for weaving longest silk saree.

*It have attained the status of most preferred saree show room in Chennai by SUN TV

nelson survey during the year 2002

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Branches of Pothys in south India

*Chennai

*Srivilliputhur

*Madurai

*Tirunelveli

*Coimbatore

*Thiruvananthapuram

2.2 Product profile:

Samudrika pattu

Our new collection of samudrika pattu reflects the artistic diversity of our master

weavers. In each saree, observe how the colour is enhanced by the embellished border

designs. The rich borders and head piece carry exhaustive meena work. Simple urt classy is

what this creation stands for.

Parampara pattu

Inspired by tradition, our exclusive heritage collection of parampara pattu epitomizes a

womans beauty and grace. The antique mango designs and authentic meens work borders

create an extremely royal and luxurious appeal. The authentic artistry of this collection can

never be replicated again.

Vastrakala pattu

Vastrakala pattu combines the richness and grandeur of kancheepuram silk with an

intricate embroidery work of north india. Together they create an captivating blend of north

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and south to give you the perfect dress and keep you in sync with current trend. Available in

the price range between Rs.10, 000 to Rs.2, 00,000.

Vasundhra pattu

Pothys brings its latest collection of vasundhra pattu. Be the center of attraction with

this budget saree ranges between Rs.3500 to Rs.5000,the material is handloom weave, the

zari is half fine & made of pure silk with silk mark tag. This light weight pure silk saree suits

for any type of occasion. vasundara pattu- ellorukkum pattu.

Mayuri pattu

Mayuri menpattu is a beautiful collection of silk saree with all over woven butta, lined

with embrioded border and a heavy brocade pallu. Available in multiple colour combinations,

this butter like light weight silk plans toad style to your wardrobe

Kancheepuram silks

Pothys brings to you authentic and designer kanchipuram silk sarees in multiple colour

combinations, designs and patterns. These designs symbolise tradition and feminity. They can

be worn on any special occasion. All our sarees bear the silk mark that assures you wardrobe.

Partywear sarees

The elegant party wear sarees offer a lovely combination of design, colour and fabric.

These sarees are made in various silk textures like tussar silk, raw silk and many other. The

choice is wide and designs are stunning. You can choose from delicate patterns or opulent

designs ideal for any social gathering.

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Printed silks

Printed sarees have gained a huge popularity for its simple yet smart sync. At Pothys

find an exclusive range of printed silks, which are lightweight, tredy and make a definite

fashion statement. Far away from the older generation of printed silks, these sarees come in a

wide array of colours, borders and designs. From stunning floral patterns, geometrical

designs to animal prints there is something for every womern in this collection

.

Casual wear

The unique collection of casual sarees at Pothys lends a new flattering look to your

casual wear. The new range embodies fashionable designs, breezy colour combinations and

bold patterns to give you a fresh view of fashion. The range of materials is as the designs

consisting of semi-georgettes, semi-chiffons, semi-crepes and much more.

Silk cotton

Pothys unveils its latest collection of silk cotton sarees that combine the sheen of silk

with the comfort of pure cotton available in classic designs, eiegant colour combinations and

zari work to give you that perfect contemporary look.

Crepe silks

If nyou are looking around to get the best dress for the next formal party, consider a crepe

saree. Pothys range of crepe silks reflects the mysore silk genre of sarees. These creations are

available in a wide range of colours with sober yet distinctive gold zari border work. These

sarees embody a distinctive style statement of simple elegance and classiness.

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Designer sarees

The highlight of the designer collection is the elaborate and intricate sequins work

available in a variety of materials ranging fron chiffon, lazer, net and shimmer in stunning

and seductive colour combinations. The sarees are complimented with restitch designer

blouse pieces. Make a new style statement with our designer party wear collection.

New arrivals

As the name suggests, these are the latest and most fashionable variants in casual wear

sarees. The main feature of these sarees is the creative prints and designs on exotic colour

pallets. This collection is designed to bring out the true diva in you. The dark colours and

edgy designs make them the ideal choice for evening wear.

Pavadi collections

Pothys collection of kancheepuram pure silk pavadi collections comes in awide range of

designs, colour combinations, patterns and jari work. Your daughter will truly feel like a

princess in our exquisite navarathna pavadai collection.

Dhoties Pothys collection of silk

Dhoties are made of pure kanchipuram silk and complimented with exquisite zari work.

Our dhoties are an ideal wear for religious occasions, family functions and weddings.

Available insaffron orange and white.

Patch work sarees

Double coloured engineered sarees with kashmiri style patch work in birder.

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Hero suit

A suit in lightweight, elegant fabric and bollywood styles. For your little heros at homes.

And little boys can have billy boy-a 16 in combinations that can make him change his looks

before you say abracadabra.

Thats not all. Theres junior hero, the suit tht can make him look like one.

Khushi chudi

In Pothys we have ready to wear range of chudithars for the stylish young executive. You

can choose from a wide range of materials like jacquard, meenakari, kalmkari, chiffon, crush

and silk crush. And a variety of styles including Chinese collar with extensive hand work.

Cargo Shirts

Bold Scottish checks on pure cotton fabric. With multiple pockets, it goes well with

denims.

Manyavar

Traditional north Indian ethnic wear, designed to distinguish you and give you that regal

air. Suitable for those occasions when you need to look your best. These designs are trendy

and its very popular with the youth

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CHAPTER III

REVIEW OF LITERATURE

Consumer Preference:

Preference means the preferring of one thing to another. The dictionary meaning for

the word preference indicated that preference means better liking for first choice.

Consumer behaviour s the act of individually directly involved in attaining and

using economic foods and services including the decision processes that proceed and

determine these acts through the behavioural

Studies the manager can be aware of the reasons why consumers preference.

Review of literature:

Knowledge of review of literature is essential to understand the subject matter of any

study. Keeping this view in mind researcher has persecuted the post which are related to

since.

What are your customer expectations

six steps to building customers loyalty -tracey lawerence

Customers expect solid information:

Providing your customer with tangible information let them know that you value

than and respect their ability to make sound decisions. For instance ask about the objective

theyve set for their company and problem associated with them.

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Customers expect options:

Customers dont want to be told there is only one way or one solution they will

respond positively when they are give options. Because they create dialogue and decisions.

Customers expect single source service:

Customers do not want to transfer to every unit of your business to have the problem

solved. They want to be able to do business with.

Customers expect superior communication:

They may not be the best communicator but they communication excellence from

you. So if you come back at certain time, that you do.

Customers expect consulting:

As per the expert at your business product and services you and your customer only

contacts to determine how to use products and or services to get the return on investment

Customers expect a seamless relationship:

A best business is those that believe in going in extre mile for their customers. They

know that they have to reinforce why it is in the customers best interst to continue going

business.

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Buying behaviour

The wealth of product and services produced in a contry make our economy strong.

Almost all the products, which are available to buyers, have a number of alternative

supplies. Therefore the seller most of his time, seeks buyers and tries to please them. In

order to be successful, a seller concerned with

*who is the customer?

*what do customers buy?

*when do customers buy?

*How do customers buy?

*From where do consumers buy?

*why do consumers buy?

A buyer makes a purchases of a particular product or a particular brand and this can termed

product buying motives and the reason behind the purchase from a particular seller

patronage motives.

Buying motives:

Purchasing a product is done because of certain motives. Motives refers to thought,

urge, strong, feelings, emotions, drive, etc. they make a buying to react in the form of

decision motivation explain the behavior of a buyer. Motive includes a consumer to

purchase a particular product. The motives generally controlled by economic, social,

psychological influences etc. when a product, his aims are desire for security, rest, comfort,

curiosity, self-preservation fashions etc. people purchase product urged by mental and

economic forces, which crete a desire; and the articles displayed for scale satisfy this desire.

Motive is an inter urge that prompts one to action; it is not a mere desire. The stimulated

desire is called a motive.

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Knowledge of the buying motives of consumer is essential for a marketer. The

consumer brings the changes in the market. The need and desire of the consumer and their

having behavior greatly depends upon their income social status, psychological etc.

Here we are concerned with consumer behavior and consumer is the important factor.

Buyer behavior is all psychological social and physical behavior of potential customers, as

they evaluate purchases, consume and tell other about the product and service.

DETERMINATION OF CONSUMER BUYING BEHAVIOUR:

A marketer is always interested to know how consumer respond to various stimuli-

product, price, place, and promotion and other stimuli i.e; buyers environment- economic,

technological, political and cultural. The marketer studied the relationship between

marketing stimuli and consumer response. The stimuli pass through buyers box, which

produces the buyers response and is shown below.

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Buyers behaviour model

Outside stimuli

marketing other

Product

Price

Place

Promotion

Economic

Technological

Political

cultural

The researcher prepared the master table for the collected primary data. Then they used

tabulation, percentage analysis and statistical procedure to interpret the collected primary

data. By this way the research design was framed to collected the primary data.

Buyers response

Product

Brand

Dealer

Purchase

purchase

Choice

Choice

Choice

Timing

amount

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USING MARKTING RESEARCH TO UNDRSTANDING

CUSTOMER EXPECTATION

Finding out what customer expect is essential to providing service quality and

marketing research is alcey vehicle for understanding customer expectations and perception

of services. In services as with any offering a firm that does no marketing research at all is

unlikely to understand its customer. A firm that does marketing research but not on the topic

of customers. A firm that dose marketing research but not on the topic of customer

Expectations may also fail to know what is needed to stay in tune with changing

requirements. Marketing research must focus on service issues such as what features are most

important to customer expect and what customers think the company problem occur in

service delivery.

Customer Expectations:

The model is the detailed view of expectations showing the two

levels design and adequate and the zone of tolerance that separates of each type of

expectation are shown along the sides of the model.

How might a manager of a service organization use this model

to create improve on market service? First managers need to know the penitent expectation

sources and perhaps even a particular customer.

They need to know for instance relative weight of ward of mouths explicit service promise

and implicit service.

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CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

Define Analysis

The term analysis refers to the computation of certain measures along with searching for

patterns of relationship exist among data groups

Analysis of Data

The data collection has to processes and analysed in accordance with the outline laid down

for the purpose at the time of developing the research plan. Thus in the process of analysis,

relationship or differences supporting or conflicting with original or new hypothesis should

be subjected to statistical tests of significant to determine with what validity data can be set ti

indicate any conclusion.

Define Interpretation

Interpretation refers to the task of drawing inferences from the collected facts after an

analytical or experimental study. In fact, it has broader meaning with in the collected data,

particularly overlapping analysis. The study can be understood and it also provides a

theoretical conception which can serve as a guide for further researchers.

Interpretation we are Using

Interpretatio0n is essential for the simple reason that the usefulness and utility of research

finding lie in proper interpretation. Interpretation that the researcher can well understand the

abstract principle that works need in his findings. Interpretation helps to guide for future

research studies. Interpretation is other to understand the real significance of his research

findings.

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Table: 4.1

Table showing the gender classification of respondents

S.No FACTORS NO.OF RESPONDENTS PERCENTAGE

1 Male 35 46.7%

2 Female 40 53.3%

Total 75 100%

(Source: Primary Data)

Inference:-

The table 4.1 show that 53.3% of the respondents are female 46.7% the

respondents are male.

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Chart: 4.1

Charts showing the gender classification of respondent

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33

34

35

36

37

38

39

40

41

male Female

Percentage

no.of Respondents

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Table 4.2

Table showing the age composition of respondents

S.NO FACTORS NO.OF RESPONDENTS PERCENTAGE

1 18-25 40 53.3%

2 26-40 23 30.7%

3 41-50 6 8%

4 Above 50 6 8%

Total 75 100%


Inference:-

The table 4.2 shows that 53.3% of respondents are in ages between 18-25,

30.7% of respondents are in the ages between 26-40, 8% of respondents are in age between

41-50, 8% of respondents are in age between above 50.

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Chart: 4.2

Chart showing the age composition of respondents

0

5

10

15

20

25

30

35

40

45

18-25 26-40 41-50 Above 50

Percentage

NO.of RESPONDENTS

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Table 4.3

Table showing the occupational status of respondents.

S.NO FACTOR NO.OF RESPONDENTS PERCENTAGE

1 Home maker 15 20%

2 Worker 39 52%

3 Students 21 28%

Total 75 100%


Inference:-

The table 4.3 reveals that 52% were selected from the workers.

28% were selected from the students

20% were selected from the occupational status of home maker.

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Chart: 4.3

Chart showing the occupational status of respondents.

010

2030

40

Home maker

Worker

Students

Percentage

No.of.respondents

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Table 4.4

Table showing the income level of respondents


1 Below-5000 8 10.7%

2 5000-10,000 30 40%

3 10,000-15,000 18 24%

4 Above-15,000 19 25.3%

Total 75 100%


Inference:-

The table 4.4 shows that the income level of respondents, that the 40% of

respondents earn monthly income between Rs. 5000-10000, 25.3% of respondents earn

monthly income between above 15,000. 24% of respondents earn 5000-10000, 10.7%

respondents earn below 5000.

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Chart: 4.4

Chart showing the income level of respondents

No. of respondents

Percentage0

5

10

15

20

25

30

No. of respondents

Percentage

30

Table 4.5

Table showing the kinds of respondents


1 Regular 45 60%

2 Festival 26 34.7%

3 Discount 4 5.3%

Total 75 100%


Inference:-

The table 4.5 shows that 60% of respondents were selected from the

regular customer

34.7% were selected from the festival time customer

5.3% were selected from the discount time customer

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Chart: 4.5

Chart showing the kinds of respondents

0

5

10

15

20

25

30

35

40

45

50

Regular Festival Discount

No. of respondents

Series 2

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Table 4.6

Table showing the Reason for selecting Pothys


1 Quality 33 44%

2 Color 15 20%

3 Variety 24 32%

4 Any other 3 4%

Total 75 100%


Inference:-

The table 4.6 shows that 44% of consumers were choosing their Pothys with

reference to quality. 32% of consumers were choosing their Pothys with reference to

variety. 20% of consumers were choosing their Pothys with reference to color. 4% of

consumers were choosing their Pothys with reference to any other.

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Chart: 4.6

chart showing the Reason for selecting Pothys

0 10 20 30 40

Quality

Color

Variety

Any other

Percentage

No. of respondents

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Table 4.7

Table showing the source of awarding above Pothys

S.no Factors No. of respondents Percentage

1 Advertisement 37 49.3%

2 Relatives 16 21.3%

3 Friends 8 10.7%

4 Any other 14 18.7%

Total 75 100%


Inference:-

The table 4.7 shows that the awareness about the Pothys. 49.3% of the

consumers for awareness about the Pothys though advertisement. 21.3% of the consumers

for awareness about the Pothys though relatives. 18.7% of the consumers for awareness

about the Pothys though any others. 10.7% of the consumers for awareness about the

Pothys though friends.

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Chart: 4.7

Chart showing the source of awarding above Pothys

0 10 20 30 40

Advertisement

Relatives

Friends

Any other

Percentage

No. of respondents

36

Table 4.8

Table showing the advertising media which inference the respondents

S.No Factors No. of respondents Percentage

1 News paper 6 8%

2 Television 48 64%

3 Radio 1 1.3%

4 Wall advertisement 20 26.7%

Total 75 100%


Inference:-

The table 4.8 shows that the inference of advertising media of respondents

enhanced though wall advertisement 64% of respondents enhanced through television

37

Chart: 4.8

Chart showing the advertising media which inference the respondents

0

5

10

15

20

25

30

35

40

45

50

Percentage

No. of respondents

38

Table 4.9

Table showing the opinion of respondents regarding price and quality.


1 Very good 27 36%

2 good 30 40%

3 Moderate 17 22.7%

4 Low 1 1.3%

5 Very low 0 0

Total 75 100%


Inference:-

The table 4.9 shows that the opinion of respondents towards price and

quality of Pothys.

40% of the respondents are good.

36% of the respondents are Very good.

22.7% of the respondents are moderate.

1.3% of the respondents are low.

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Chart: 4.9

Chart showing the opinion of respondents regarding price and quality.

0

5

10

15

20

25

30

No. of respondents

Percentage

40

Table 4.10

Table showing the satisfaction level of respondents.

S.NO FACTORS NO. OF RESPONDENTS PERCENTAGE

1 Highly 40 53.3%

2 Moderately 35 46.7%

3 Very low 0 0

Total 75 100%


Inference:-

The table 4.10 shows that the satisfaction level of Pothys 53.3% respondents

are highly satisfied and 46.7% of respondents are moderately.

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Chart: 4.10

Chart showing the satisfaction level of respondents.

0

5

10

15

20

25

30

35

40

45

Highly Moderately Very low

Percentage

No. of respondents

42

Table 4.11

Table showing the category of respondents.


1 Ladies 22 29.3%

2 Gents 8 10.7%

3 Children 8 10.7%

4 All 37 49.3%

Total 75 100%


Inference:-

The table 4.11 shows the category about the Pothys 49.3% respondents are

select all and 49.3% respondents are select ladies and 49.3% respondents are select gents

and childrens.

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Chart: 4.11

Chart showing the category of respondents.

0

5

10

15

20

25

30

35

40

Ladies Gents Children All

No. of respondents

Percentage

44

Table 4.12

Table showing the opinion of respondents regarding various sections.


1 Sillc saree 32 42.7%

2 Shirting and suiting 20 26.7%

3 Readymade 15 20%

4 Matching section 3 4%

5 All 5 6.7%

Total 75 100%


Inference:-

The table 4.12 shows the opinion about the various section of Pothys 42.7%

respondents are sillc saree and 26.7% respondents are shirting and suiting and 20%

respondents Readymade and 6.7% respondents are all and 4% respondents are matching

section.

45

Chart: 4.12

Chart showing the opinion of respondents regarding various sections.

0

5

10

15

20

25

30

35

No. of respondents

Percentage

46

Table 4.13

Table showing opinion of respondents about the availability of salesman.


1 Sufficient 70 93.3%

2 Not sufficient 5 6.7%

Total 75 100%


Inference:-

The table 4.10 shows that opinion about availability of salesman about

Pothys 93.3% respondents are selected sufficient and 6.7% respondents are selected not

sufficient.

47

Chart: 4.13

Chart showing opinion of respondents about the availability of salesman.

Sufficient

Not sufficient

020

4060

80

Percentage

No. of respondents

48

Table 4.14

Table showing the satisfaction level of respondents about the

support from the co-worker.


1 Dissatisfied 2 2.7%

2 Highly satisfied 17 22.7%

3 Neutral 10 13.3%

4 Satisfied 56 74.7%

5 Highly dissatisfied 0 0%

Total 75 100%


Inference:-

The table 4.12 shows that the level of support from the co-worker about

Pothys 74.7% respondents are satisfied and 22.7% respondents are highly satisfied and

13.3% respondents are neutral and 2.7% respondents are dissatisfied .

49

Chart: 4.14

Chart showing the satisfaction level of respondents about the support

from the co-worker.

No. of respondents0

10

20

30

40

50

60

No. of respondents

Percentage

50

Table 4.15

Table showing respondents opinion regarding customer service.


1 Yes 74 98.7%

2 No 1 1.3%

Total 75 100%


Inference:-

The table 4.15 sows that the opinion about the customers service that the

98.7% yes and that the 1.3% no.

51

Chart: 4.15

Chart showing respondents opinion regarding customer service.

No. of respondents

Percentage

0

10

20

30

40

50

60

70

80

YesNo

No. of respondents

Percentage

52

Table 4.16

Table showing the satisfaction level of respondents about dress material .


1 Yes 70 93.3%

2 No 5 6.7%

Total 75 100%


Inference:-

The table 4.16 shows that satisfaction level of dress material that the 93.3%

respondents were selected with satisfying of dress material 6.7% respondents not having

satisfying with the dress material.

53

Chart: 4.16

Chart showing the satisfaction level of respondents about dress material.

0

10

20

30

40

50

60

70

Yes No

No. of respondents

Percentage

54

Table 4.17

Table showing the opinion respondents about verities of dress material.


1 Yes 70 93.3%

2 No 5 6.7%

Total 75 100%


Inference:-

The above table 4.17 shows that the opinion of verities of dress material

93.3% felt that the verities of dress material and 6.7% felt that the verities of dress material.

55

Chart: 4.18

Chart showing the opinion respondents about verities of dress material.

0

10

20

30

40

50

60

70

yesno

No. of respondents

Percentage

56

Table 4.18

Table showing the opinion of respondents about parking facilities.


1 Yes 70 86.7%

2 No 5 13.3%

Total 75 100%


Inference:-

The table 4.18 shows that the opinion of respondents towards parking

facilities 86.7% of respondents are yes 13.7% of respondents are no.

57

Chart: 4.19

Chart showing the opinion of respondents about parking facilities

No. of respondents

Percentage

0

10

20

30

40

50

60

70

yesno

No. of respondents

Percentage

58

CHAPTER V

5.1 Findings

53.3% of the respondents are female.

53.3% of respondents are in ages between 18-25.

52%were selected from the workers.

40%of respondents earn monthly income between Rs.5000-10000.

60%respondents were selected from the regular customer.

44% of consumers were choosing their Pothys with reference to quality.

49.3% of the consumer got awareness about the Pothys through advertisement.

64%of the respondents watch through television.

40%of the respondents gets satisfaction in good on the price and quality of the

Pothys.

53.3%of the respondents highly satisfied of the Pothys.

49.3%of the category about the Pothys that all.

42.7% of the opinion about the various sections of silk saree.

93.3% respondents felt that the salesmen are sufficient.

74.7%respondents are satisfied about support from co-worker.

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5.2 Suggestions

It is suggested to play more different style of advertisement.

It is suggested to improve other mode of an advertisement.

It can improve new customer to satisfied for regular come.

During the festival seasons, special offers and gifts can announce to

Improve high satisfaction in on the price and quality.

There have found Pothys were receive more demand and goodwill

among customer, were require to maintain this level.

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5.3 Conclusions

Pothys is a famous textile in Tirunelveli district. Now a days many people

purchasing so many dresses and other things. In Pothys they use innovative methods in

marketing , advertising etc. They have different costumers in these areas. According to this

study, Pothys provide some facilities and different services to their customers, satisfied on

their services. So most of them want to go there.

A STUDY ON CONSUMER PREFERENCE WITH SPECIAL REFERENCE TO POTHYS AT TIRUNELVELI

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